schimbare prin marketing

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Page 1: Schimbare Prin Marketing

CAZUL IV: HIGHLANDER HIGH SCHIMBARE PRIN MARKETING

���6LWXD LH�DFWXDO +LJKODQGHU�+LJK��++��HVWH�R�FRPSDQLH�GH�WUDQVSRUW�DHULDQ�FDUH�GLVSXQH�GH�R�ED] �WHKQLF �IRUPDW �GLQ�DYLRDQH�PRGHUQH�GH�PHGLX�úL�OXQJ�FXULHU��(D�DUH�OHJ WXUL�DHULHQH�FX�(XURSD��$PHULFa GH�1RUG�úL��vQWU-R�DQXPLW �P VXU ��FX�$VLD��3H�UXWHOH�DYLRDQHORU�VDOH�SRDWH�IL�vQWkOQLW �PDMRULWDWHD�capitalelor celor trei continente. 2� OXQJ � SHULRDG � GH� WLPS�� FRPSDQLD� +LJKODQGHU� +LJK� D� WU LW� vQWU-R� SLD � vQ� FUHúWHUH�FRQVWDQW �� SXWHUQLF� SURWHMDW � GH� DUDQMDPHQWHOH� LQWHUQD LRQDOH� vQ� GRPHQLX�� 3URILWDELOLWDWHD� HUD�RE LQXW �� vQ� JHQHUDO�� SULQ� HFRQRPLVLUH� úL� SULQ� vPS U LUHD� SLH HL� vQWUH� SULQFLSDOHOH� FRPSDQLL�aeriene. $WkWD� WLPS�FkW� SLD D�FUHúWHD�ÄvQ� PRG�DXWRPDW´��++� VH� PXO XPHD� V �H[HFXWH� FRPHQ]LOH�primite.� 3URILWDELOLWDWHD� HUD� DWLQV � SULQ� S VWUDUHD� XQRU� FRVWXUL� VF ]XWH� úL� SULQ� SURWHMDUHD�LQYHVWL LLORU� vQ� DYLRDQH� úL� DOWH� UHVXUVH�� ÌQ� DFHVW� PRG�� FRPSDQLD� RE LQHD� UH]XOWDWH� IRDUWH� EXQH��concentrându-VH�DVXSUD�vPEXQ W LULORU�WHKQLFH�úL�SULQ�YkQ]DUHD�DYLRDQHORU�Vale cu mult succes. 'LQ� S FDWH�� FX� FkW�FRVWXULOH� HUDX� PDL� PLFL�� FX�DWkW�FRPSDQLD� UHGXFHD� VHUYLFLLOH� úL�� SULQ�XUPDUH��SLHUGHD�GLQ�FRWD�GH�SLD ��(D�D�LQWUDW�DVWIHO�vQWU-un cerc vicios. Apoi, multe lucruri s-au VFKLPEDW�� SUH XULOH� FRPEXVWLELOXOXL� DX� FUHVFXW, costurile au devenit tot mai mari, au avut loc U ]ERDLH�DOH�SUH XULORU��FHUHUHD�V-D�GLPLQXDW��LDU�FRQFXUHQ D�vQ�VHFWRUXO�WUDQVSRUWXULORU�DHULHQH�V-a OLEHUDOL]DW��FHHD�FH�D� DWUDV�GXS �VLQH� LQWHQVLILFDUHD�FRQFXUHQ HL��DúD�FXP�QX� VH�PDL� vQWkPSODVH�SkQ �DWXQci. +LJKODQGHU�+LJK�D� vQFHSXW�V �SLDUG �EDQL� vQWU-XQ� ULWP�GH��������86'�SH�RU ��'HYHQHD�HYLGHQW� F � R� SLD � FRQFXUHQ LDO � VROLFLWD� R� ILORVRILH� FRUSRUDWLVW � FRPSOHW� QRX � úL� GHWHULRUDUHD�VHUYLFLLORU�SUHVWDWH�GH�F WUH�++�DYHD�UH]XOWDWH�GH]DVWUXRDVH��$FHVWHD�V-DX�PDWHULDOL]DW�vQ�VF GHUHD�SHUPDQHQW �D�FRWHL�GH�SLD ��ÌQ�QXPDL�FLQFL�DQL�ILQDQFLDUL��DFHDVWD�D�VF ]XW�GH�OD����OD�������ÌQ�QRLOH�FRQGL LL��RULFH�FRPSDQLH�GH�WUDQVSRUW�DHULDQ�VH�SRDWH�DGDSWD�RULF UXL�QLYHO�DO�FRWHL�GH�SLD �GH LQXWH��GDU�QX�SRDWH�VXSUDYLH XL�XQHL�WHQGLQ H�GH�VF GHUH��$úD�F �++�WUHEXLH�V -úL�UHYLQ �UHSHGH�úL�V �IDF �HIRUWXUL�SHQWUX�D�GHYHQL�FRPSDQLD�DHULDQ �FX�FHOH�PDL�EXQH�VHUYLFLL�GLQ�OXPH� 2. Obiectivele LQWD� ++� HUD� V � VH� DGDSWH]H� SUHIHULQ HORU� SLH HL�� $FHDVWD� vQVHPQD� FD� HD� V � GHYLQ �DWUDFWLY � SHQWUX� SDVDJHUL� SULQ� VDWLVIDFHUHD� FHULQ HORU� ORU�� GHRDUHFH� QXPDL� FHL� FH� GRUHVF� V �SO WHDVF �FRVWXULOH�FRPSDQLHL�DQXO�YLLWRU�VXQW�FOLHQ LL�VDWLVI FX L�GH�D]L� $úD�FXP�SUHúHGLQWHOH�++�D�VXEOLQLDW��Ä3XWHP�DYHD�RULFkWH�DYLRDQH�PLQXQDWH�úL�WRW�V �nu VXSUDYLH XLP�GDF �QX�DYHP�SDVDJHUL�FDUH�V �SUHIHUH�FRPSDQLD�QRDVWU �vQ�GDXQD�FRQFXUHQ HL”. $FHDVWD� vQVHDPQ � F � ++� WUHEXLD� V � DLE � vQ� YHGHUH� úL� FRVWXULOH� GUHSW� ED] � GH� YHQLW�SRWHQ LDO �úL�V �JHQHUH]H�YHQLW�SULQWU-R�RULHQWDUH�F WUH�SLD � În mod evident�� SHUVRQDOXO� FHO� PDL� DSURSLDW� GH� SLD � DUH� WHQGLQ D� GH� D� REVHUYD� SULPXO�PRGLILF ULOH�DFHVWHLD��GDU�++�QX�HUD�vQ�P VXU �V �UHFHS LRQH]H�VHPQDOHOH�GHVWXO�GH�UHSHGH��'H�DFHHD��HD�HUD�RDUHFXP�vQ�XUP �vQ�FHHD�FH�SULYHúWH�DGDSWDUHD�OD�QRXO�PHGLX�LQWHUQD LRQDO� 3ULQFLSDOXO�PRWLY� DO� vQFHWLQHOLL� GH�SkQ �DFXP�HUD�� I U � vQGRLDO �� IDSWXO�F � ++� LPSXQHD�SUHD�PXOWH�UHVWULF LL�DVXSUD�FRPSRUWDPHQWXOXL�DQJDMD LORU�GLQ�ÄOLQLD�vQWkL´�FDUH�LQWUDX�vQ�FRQWDFW�GLUHFW� FX� FOLHQ LL� úL� FDUH� GH LQHDX� SkQ � OD� ���� GLQ� SHUVRQDOXO� FRPSDQLHL�� 7U LQG� GXS �UHJOHPHQW UL�úL�UHJXOL�GHWDOLDWH��QX�OL�VH�SHUPLWHD�ÄVROGD LORU�GLQ�OLQLD�vQWkL´�V �SUHVWH]H�VHUYLFLLOH�VROLFLWDWH�GH�FOLHQ L� &LQH�VH�DIO �vQ�FHD�PDL�EXQ �SR]L LH�SHQWUX�D�VH�DGDSWD�OD�QHYRLOH�SLH HL�"�&LQH�DUH�FHOH�mai frecvente contacte�"�&LQH�SRDWH�V �LQL LH]H�VHUYLFLL�PDL�EXQH�úL�FLQH�FXQRDúWH�FHO�PDL�ELQH�QHYRLOH�SLH HL�"�2DPHQLL�GLQ�ÄOLQLD�vQWkL´�I U �vQGRLDO �� &X�DMXWRUXO�ÄSHUVRQDOXOXL�GLQ�OLQLD�vQWkL´�VH�RE LQXVHU �SkQ �DWXQFL�WRDWH�LQIRUPD LLOH�SH�care compania le-DU�IL�RE LQXW�SULQ�FRPDQGDUHD�GH�FHUFHW UL�GH�SLD ��$úD�F �OD�++�WRDWH�FHOHODOWH�UHVXUVH� XPDQH� HUD� ÄFODVLILFDWH´� FD� ÄWUXSH� GH� VSULMLQ´� VDX� ÄIXQF LL� GH� VSULMLQ´�� FDUH� WUHEXLDX� V �

Page 2: Schimbare Prin Marketing

YDG �vQ�ÄOLQLD�vQWkL´�SULPXO�ORU�FOLHQW� $FHVWH�FRQGL LL�VROLFLWDX�R�UHRUJDQL]DUH�FDUH�V �SHUPLW �UHDOL]DUHD�FRQWDFWXOXL�PD[LP�FX�SLD D�úL�GHOHJDUHD�F WUH�ÄOLQLD�vQWkL´�D�PD[LPHL�UHVSRQVDELOLW L�úL�DXWRULW L� 'H�IDSW��QLFL�R�LQVWUXF LXQH�VDX�UHJOHPHQWDUH��RULFDUH�DU�I�HD��QX�SRDWH�V �ÄGLUHF LRQH]H´�cele 60-150 milioane de contacte pe care HH le are anual cu pasagerii individuali pentru a VDWLVIDFH� FOLHQ LL�� (VWH� QHYRLH� GH� R� YL]LXQH� FX� WRWXO� QRX � UHIHULWRDUH� OD� ÄFRQFHQWUDUHD� DVXSUD�FOLHQWXOXL´��DúD�FXP�UHLHVH�GLQ�ILJXUD�QU����

Figura nr. 2 CONCEPTUL HIGHLANDER HIGH

���& WUH�R�QRX �ILORVRILH�D�FRPSDQLHL &RWLWXUD�++�WUHEXLH�V �ILH�GLUHF LRQDW �F WUH�UHDOLWDWHD�F �RULFH�OXFUX�FDUH�FRQWHD] �vQWU-o companie prestatoare de servicii este satisfacerea clientului. )LORVRILD�úL�VWUXFWXUD�RUJDQL]DWRULF �DOH�FRPSDQLHL�+LJKODQGHU�+LJK�VH�ED]DX�SH�DFHOHDúL�LGHL� GRPLQDQWH� DOH� VRFLHW LL� LQGXVWULDOH�� (D� IXVHVH� FUHDW � SHQWUX� D� VDWLVIDFH� QHFHVLW LOH� vQ�FUHúWHUH�DOH�SLH HL��SULQ�XWLOL]DUHD�HILFLHQW �D�UHVXUVHORU�SURGXFWLYH��DGLF � vQ�SULQFLSDO�JHVWLXQHD�LQYHVWL LLORU�GH�FDSLWDO��SHQWUX�D�PHQ LQH�LQVWDOD LLOH�SURILWDELOH� 0XOWH� UHRUJDQL] UL� DOH� ILUPHORU� HIHFWXDWH� SkQ � DWXQFL� HUDX� FHQWUDWH� SH� SODQLILFDUHD�UHVXUVHORU�SURGXFWLYH��DVWIHO� vQFkW� V �ILH�FUHDWH�SURGXVH�FDUH�V � ILH�DSRL�RIHULWH�SLH HL��0RWWR-ul HUD�� Ä'H� FH� QX� FXPS U � VXSHUSURGXVXO� QRVWUX� "´�� 7RDWH� SURJUDPHOH� HGXFD LRQDOH� VH� ED]DX� SH�SURJUDPH� UHIHULWRDUH� OD� JHVWLXQHD� UHGXFHULL� FRVWXULORU�� LDU� PLVLXQHD� YkQ] ULORU� HUD� GH� D�comercializa ceea ce producea firma. ùL� +LJKODQGHU� +LJK� D� F ]XW� vQ� DFHDVW � FDSFDQ �� 'HSDUWDPHQWHOH� GH� VSHFLDOLWDWH� úi VSHFLDOLúWLL� HUDX� FUHD L� SHQWUX� RULFH� VDUFLQ � LPDJLQDELO �� 2UJDQL]D LLOH� IXQF LRQDOH� WUHEXLDX� V �VXSUDYHJKH]H� UHVXUVHOH�� GDU�� vQ� VFKLPE�� vQFHUFDX� V � SURWHMH]H� LQYHVWL LLOH� GHMD� HIHFWXDWH�� ,DU�PDQXDOHOH�HUDX�GHMD�SURGXVH�GLQ�DEXQGHQ �FX�VFRSXO�GH�D��GHWHUPLQD�ILUPHOH�V �SURGXF �úL�PDL�eficient. $GHY UXO�DPDU�HUD��vQV ��F �++�LPSXQHD�QRL�úL�QRL�UHVWULF LL�DVXSUD�PHWRGHORU�GH�OXFUX�DOH�DQJDMD LORU��$FHDVW �RULHQWDUH�HVWH�VLQWHWL]DW �vQ�ILJXUD�QU���� $FHDVW �FRQYLQJHUH�DVXSUD�XQHL�VLQJXUH�GLUHF LL�ÄFRUHFWH´�D�DFWLYLW LL�D�IXQF LRQDW�IRDUWH�ELQH�R� OXQJ �SHULRDG �GH� WLPS��'DU�SULYLQG�GH� MXU� vPSUHMXU� vQWU-R� OXPH� LQFHUW ��FX� WHQGLQ H�GH�JOREDOL]DUH�� FDUH� QX� PDL� DVLJXU � XQ� YHQLW� VLJXU�� FRQGXFHUHD� ++� úL-D� GDW� VHDPD� F � WUHEXLH� V �vQFHDS � FX� SLD D�� QX� FX� UHVXUVHOH�� 3ODQLILFDUHD� úL� GH]YROWDUHD� SURGXVXOXL� FHUHD� R� LQYHUVDUH� D�PRGXOXL�GH�DERUGDUH�VWUDWHJLF �

Clientul este cel mai important

Prestarea „produsului nostru”

Personalul este resursa cea mai

LPSRUWDQW

Page 3: Schimbare Prin Marketing

Figura nr. 3 VECHEA HIGHLANDER HIGH

3H� P VXU � FH� YkQ] ULOH� VF GHDX�� FRPSDQLD� D� vQFHSXW� V � FDXWH� R� RULHQWDUH� ED]DW � SH�GH]YROWDUHD�SLH HL�FD�SULQFLSDO �SURYRFDUH� $FHDVW �QRX �RULHQWDUH�HVWH�LOXVWUDW �GH�ILJXUD�QU����

Figura nr. 4 NOUA HIGHLANDER HIGH

&D�XUPDUH��GHFL]LD�VWUDWHJLF �D�FRPSDQLHL�+LJKODQGHU�+LJK�D�GHYHQLW�� vQ�SULPXO�UkQG��R�RIHQVLY � vQGUHSWDW � VSUH� VHJPHQWHOH� GH� SLD � LQGLYLGXDOL]DWH�� ÌQ� DO� GRLOHD� UkQG�� FRPSDQLD� D�HúDORQDW� UHVXUVHOH� VDOH� vQ� IXQF LH� GH� QHYRLOH� DFHVWRU� SLH H�� FHHD� FH� D� vQVHPQDW� vQW ULUHD� ÄOLQLHL�întâi”. )LORVRILD� FRPSDQLHL� D� IRVW� UHIRUPXODW � DVWIHO�� ÄÎntr-R� SLD � VWDJQDQW �� vQ� FDUH� IRU HOH�

competitLYH� DX� GHYHQLW� OLEHUH�� R�FRPSDQLH� SRDWH� UHDOL]D� SURILWDELOLWDWH� QXPDL�SULQ� DGDSWDUH� úL�

LQYHVWL LL�DJUHVLYH�vQ�VFRSXO�VDWLVIDFHULL�QHFHVLW LORU�FOLHQ LORU��PDL�ELQH�GHFkW�FRQFXUHQ D”.

Problema este de a zbura

Cartel bazat pe H[SDQVLXQHD�SLH HL

7HKQRORJLD�GH�SURGXF LH

6SHFLDOLúWL

Control Manuale �IXQF LRQDO

Problema este de a zbura

Zbor excelent

3LD D�HVWH�R�SURYRFDUH

&HULQ HOH�SLH HL

Resursele din „linia întâi”

Tehnologia de produce ca suport

&RQFXUHQ D

([FHOHQ D�SH�SLD FOLHQ LORU

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Page 4: Schimbare Prin Marketing

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Figura nr. 5 ORGANIGRAMA COMPANIEI HIGHLANDER

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Figura nr. 6

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