{"id":33150,"date":"2025-01-29T13:39:24","date_gmt":"2025-01-29T12:39:24","guid":{"rendered":"https:\/\/flexi-project.com\/strategia-oceanului-albastru-exemple-de-implementare\/"},"modified":"2025-01-29T13:39:24","modified_gmt":"2025-01-29T12:39:24","slug":"strategia-oceanului-albastru-exemple-de-implementare","status":"publish","type":"post","link":"https:\/\/flexi-project.com\/ro\/strategia-oceanului-albastru-exemple-de-implementare\/","title":{"rendered":"Strategia Oceanului Albastru: Exemple de implementare"},"content":{"rendered":"

Am participat de multe ori la conducerea unor proiecte de elaborare a strategiei pentru diverse companii \u0219i corpora\u021bii. Abordarea dezvolt\u0103rii unei strategii a fost adesea similar\u0103 – o serie de ateliere strategice au condus la dezvoltarea planului strategic al companiei. Ceea ce mi s-a p\u0103rut \u00eentotdeauna c\u0103 lipse\u0219te \u00een aceste strategii a fost o „gur\u0103 de aer proasp\u0103t” \u0219i inova\u021bie. Am avut adesea impresia c\u0103 strategiile nu f\u0103ceau dec\u00e2t s\u0103 interpoleze opera\u021biunile anterioare ale companiei \u0219i s\u0103 le proiecteze \u00een viitor, cu schimb\u0103ri strategice minime. <\/strong><\/p>\n

Este demn de remarcat faptul c\u0103 \u0219i aceast\u0103 abordare este valoroas\u0103, iar o \u00eentreprindere cu o astfel de strategie este cu siguran\u021b\u0103 mai bine gestionat\u0103 dec\u00e2t cele care nu creeaz\u0103 deloc strategii formalizate. Din aceast\u0103 abordare, a ap\u0103rut un concept complet nou – „Strategia Oceanului Albastru”, care perturb\u0103 tiparele conven\u021bionale. Acest articol se va axa pe aceast\u0103 strategie. <\/strong><\/p>\n

\"exemple<\/p>\n","protected":false},"excerpt":{"rendered":"

Descoperi\u021bi exemple reale de implementare a Strategiei Oceanului Albastru. Afla\u021bi cum creeaz\u0103 companiile un spa\u021biu de pia\u021b\u0103 necontestat, cum inoveaz\u0103 \u0219i cum realizeaz\u0103 <\/p>\n","protected":false},"author":3,"featured_media":33134,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_meta-robots-noindex":"","footnotes":""},"categories":[507],"tags":[],"post_folder":[],"class_list":["post-33150","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategie-ro"],"acf":{"ikonka_strony":"","opis_w_menu":"","nie_pokazuj":false,"sections":[{"acf_fc_layout":"blog_tresc","tresc":"

Elaborarea unei strategii de afaceri<\/h2>

O surs\u0103 semnificativ\u0103 de inspira\u021bie pentru mine a fost publicarea c\u0103r\u021bii Blue Ocean Strategy \u0219i, ulterior, Blue Ocean Shift. Pe scurt, conceptul de strategie Blue Ocean abordeaz\u0103 necesitatea ca \u00eentreprinderile s\u0103 se diferen\u021bieze semnificativ de concuren\u021bi pentru a-\u0219i crea propriul spa\u021biu de pia\u021b\u0103<\/strong>. Se pare c\u0103, \u00een multe industrii \u0219i segmente de pia\u021b\u0103, exist\u0103 \u00eenc\u0103 poten\u021bial de inovare \u0219i de identificare a nevoilor nesatisf\u0103cute ale clien\u021bilor. Desigur, acest lucru nu este u\u0219or, dar multe exemple arat\u0103 c\u0103 este posibil. <\/p>\n\u00cen prezent, multe companii asociaz\u0103 inovarea cu noile tehnologii, dar acest lucru nu este \u00een totalitate adev\u0103rat. Inova\u021biile includ logistica, serviciile pentru clien\u021bi, ambalarea \u0219i multe alte domenii. \u00cenainte de apari\u021bia strategiei \"oceanului albastru\", se presupunea c\u0103 o companie avea dou\u0103 op\u021biuni extreme atunci c\u00e2nd \u00ee\u0219i elabora o strategie. Prima op\u021biune era diferen\u021bierea ridicat\u0103 - oferirea unei calit\u0103\u021bi ridicate clien\u021bilor \u00een raport cu sectorul de activitate al \u00eentreprinderii - la costuri ridicate. A doua extrem\u0103 era eficien\u021ba ridicat\u0103 a costurilor, ceea ce avea ca rezultat un produs sau un serviciu care nu ie\u0219ea \u00een eviden\u021b\u0103. Exist\u0103, de asemenea, op\u021biuni intermediare, care se afl\u0103 toate de-a lungul curbei albastre A-A, dup\u0103 cum se arat\u0103 \u00een diagrama de mai jos. Strategia \"oceanului albastru\" presupune c\u0103 este posibil s\u0103 se construiasc\u0103 valoarea pentru client \u00een a\u0219a fel \u00eenc\u00e2t, la un cost dat, s\u0103 se ofere mult mai mult, determin\u00e2nd deplasarea curbei strategice a \u00eentregii industrii pentru aceast\u0103 societate - linia portocalie B-B din diagrama de mai jos: \n\n \n\n \n\n\"diagrama"},{"acf_fc_layout":"blog_tresc","tresc":"

Exemplul 1 - Inovarea \u00een dezvoltarea organiza\u021bional\u0103<\/h2>

Acum c\u00e2\u021biva ani, directorul general al unei mari companii de dezvoltare imobiliar\u0103 avea urm\u0103toarea viziune pentru organiza\u021bia sa: \"\u00cen trei ani, vom construi de dou\u0103 ori mai multe apartamente dec\u00e2t acum, dar cu acela\u0219i num\u0103r de angaja\u021bi\".<\/p>\nC\u00e2nd angaja\u021bii companiei au auzit aceast\u0103 viziune, reac\u021bia lor ini\u021bial\u0103 a fost c\u0103 era aproape absurd\u0103, poate chiar c\u0103 era ceva \u00een neregul\u0103 cu CEO-ul. Cu toate acestea, nu era nimic \u00een neregul\u0103 cu el. \u00cen g\u00e2ndirea sa strategic\u0103, el a pus sub semnul \u00eentreb\u0103rii un fapt considerat evident pe pia\u021b\u0103 - o paradigm\u0103, \u0219i anume c\u0103 cre\u0219terea v\u00e2nz\u0103rilor necesit\u0103 cre\u0219terea num\u0103rului de angaja\u021bi, deoarece cineva trebuie s\u0103 gestioneze cre\u0219terea. Ce s-ar \u00eent\u00e2mpla dac\u0103 procesele din cadrul companiei ar putea fi \u00eembun\u0103t\u0103\u021bite \u0219i digitalizate \u00een mod semnificativ, astfel \u00eenc\u00e2t aceia\u0219i angaja\u021bi s\u0103 poat\u0103 gestiona de dou\u0103 ori mai multe apartamente f\u0103r\u0103 efort? Ca urmare, au fost lansate numeroase proiecte \u00een cadrul companiei, fiecare viz\u00e2nd optimizarea \u0219i digitalizarea proceselor organiza\u021bionale esen\u021biale. \u00cen cele din urm\u0103, ini\u021biativa s-a dovedit a fi un succes. \n\n "},{"acf_fc_layout":"blog_tresc","tresc":"

Exemplul 2 - O companie din industria alimentar\u0103<\/h2>

\u00cen acest caz, societatea discutat\u0103 este corpora\u021bia francez\u0103 Groupe SEB, care produce diverse aparate de buc\u0103t\u0103rie. Organiza\u021bia a concurat pe segmentul pr\u0103jitoarelor ad\u00e2nci. Toate \u00eentreprinderile de pe aceast\u0103 pia\u021b\u0103 au concurat \u00een mod similar, oferind clien\u021bilor friteuze care abia se deosebeau \u00eentre ele. Astfel, concuren\u021ba dintre \u00eentreprinderi s-a bazat \u00een principal pe oferirea de pre\u021buri competitive. \u00cen plus, procesul de fabricare a cartofilor pr\u0103ji\u021bi era destul de \"complicat\". Frigiderele mari necesitau energie \u0219i cantit\u0103\u021bi mari de ulei, iar eliminarea uleiului folosit era dificil\u0103. Din cauza naturii acestui proces de produc\u021bie, pia\u021ba se reducea cu c\u00e2teva puncte procentuale anual. <\/p>\nToate companiile au pornit de la aceea\u0219i premis\u0103 - c\u0103 cartofii pr\u0103ji\u021bi trebuie s\u0103 fie pr\u0103ji\u021bi. Pre\u0219edintele de atunci al grupului SEB a contestat aceast\u0103 premis\u0103. El a luat \u00een considerare posibilitatea de a pune la \u00eendoial\u0103 \u00eentreaga abordare \u0219i a presupus c\u0103 cartofii pr\u0103ji\u021bi nu trebuie neap\u0103rat s\u0103 fie pr\u0103ji\u021bi sau s\u0103 necesite ulei. Grupul SEB a urm\u0103rit aceast\u0103 idee, diferen\u021biindu-se de concuren\u021b\u0103, \u00eenregistr\u00e2nd numeroase brevete \u0219i cre\u00e2nd astfel o nou\u0103 pia\u021b\u0103 - un ocean albastru \u00een industria sa.\n\n "},{"acf_fc_layout":"blog_tresc","tresc":"

Implementarea strategiei \u00eentr-o organiza\u021bie prin executarea proiectelor<\/h2>

Mul\u021bi oameni ar putea spune c\u0103 formularea unei viziuni este u\u0219oar\u0103 - de\u0219i eu personal nu sunt de acord - dar c\u0103 implementarea cu succes a unei astfel de strategii \u00een cadrul unei organiza\u021bii este partea cea mai dificil\u0103. \u00cen acest caz, abilit\u0103\u021bile vizionare nu mai sunt necesare; \u00een schimb, este nevoie de un management organiza\u021bional eficient. <\/p>\n\u00cen exemplul sus-men\u021bionat al companiei de dezvoltare imobiliar\u0103, au fost formulate obiective strategice specifice, iar pentru fiecare obiectiv au fost definite proiecte care s\u0103 contribuie la atingerea acestuia. Pentru a se asigura c\u0103 obiectivele sunt \u00eendeplinite prin intermediul proiectelor, este recomandabil s\u0103 se dezvolte Key Performance Indicators (KPI)<\/a> pentru fiecare obiectiv (nu pentru proiect) \u0219i s\u0103 se analizeze sistematic. Un exemplu clar al leg\u0103turii dintre obiectivele strategice ale unei companii \u0219i proiecte este prezentat \u00een ilustra\u021bia de mai jos, care provine de la software-ul de gestionare a proiectelor \u0219i portofoliilor FlexiProject<\/a>. Ilustra\u021biile urm\u0103toare demonstreaz\u0103 leg\u0103tura dintre obiectivele strategice ale companiei \u0219i proiecte, monitorizarea st\u0103rii obiectivelor individuale \u0219i corelarea obiectivelor strategice cu KPI: \n\n\n\n\"Corelarea\n\n\"Stabilirea"},{"acf_fc_layout":"wyrozniony_wpis","wpis":32700},{"acf_fc_layout":"blog_tresc","tresc":"

Concluzie<\/h2>

Sper c\u0103 acest scurt articol va inspira unele companii s\u0103 \u00ee\u0219i diferen\u021bieze organiza\u021biile pe pia\u021b\u0103, s\u0103 sfideze realitatea \u00eenconjur\u0103toare \u0219i s\u0103 \u00ee\u0219i caute propriul Ocean Albastru. O strategie bine construit\u0103 se dovede\u0219te de obicei eficient\u0103, cu condi\u021bia ca, \u00een primul r\u00e2nd, s\u0103 fie bine elaborat\u0103 \u0219i, \u00een al doilea r\u00e2nd, s\u0103 fie bine pus\u0103 \u00een aplicare. <\/p>"}],"hide_all":false,"hide_more":false,"wybor_autora":6026},"yoast_head":"\nStrategia Oceanului Albastru: Exemple de implementare<\/title>\n<meta name=\"description\" content=\"Descoperi\u021bi exemple reale de implementare a Strategiei Oceanului Albastru. 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