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Tehnici de analiza a mediului concurential

Author

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  • Stefan Caescu

    () (School of Marketing, Bucharest University of Economic Studies)

Abstract

Micromediul cunoscut si sub denumirea de mediul concurential include acele forte sau grupuri care influenteaza in mod direct operatiunile principale ale unei organizatii. O etapa fundamentala in cadrul marketingului strategic o reprezinta analiza si anticiparea modificarilor si elementelor principale din cadrul micromediului. Principalele tehnici de analiza ale mediului concurential (micromediului) sunt modelul celor cinci forte ale lui Porter, modelul analizei grupurilor strategice si modelul analizei concurentiala.

Suggested Citation

  • Stefan Caescu, 2011. "Tehnici de analiza a mediului concurential," Revista de Marketing Online (Journal of Online Marketing), Bucharest University of Economic Studies, School of Marketing, vol. 5(1), pages 3-10, March.
  • Handle: RePEc:ase:journl:v:5:y:2011:i:1:p:3-10
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    File URL: http://www.edumark.ase.ro/RePEc/rmko/51/1.pdf
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    More about this item

    Keywords

    mediu concurential; micromediu; modelul celor cinci forte ale lui Porter; analiza grupurilor strategice; analiza concurentiala; competitive environment; micro-environment; Porter’s five forces model; strategic group analyses; competitive analyses;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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