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PRESENT ATION OF GROUP OF COMPANIES
Name InterproiectConsultingLTD. and Dana ConsultingLTD.Adresthe Mrs. Elena str., no. 55, Sector 2, BucharestPh
oneFax
+ 4 2! 2! " !!+ 4 2! #" $ 22%
Email o&&ice ' ipconsulting.Cod C(E)* %22+consultingacti,ities&or -usinessand
Area ofactivit anageent.
The ain -ranches o& the ser,iceso&&eredare the &ollo/ing*
+conducting &easi-ilit0 studiesin industr0and not onl01
+preparationo& aluationreports
enterprises,realestateand
chattels1+eecutiono& ci,il and industrialconstructionpro3ects.
T!rnover at"ro!# level in
$%&'
N!m(er ofem#loeesPosition onthe mar)et
45, lei
5
4 ! 5
(erage &or the t0pe o& -usinessthe0 represent 6consulting
ser,ices71 8o/eer the seaa/a0&rothe largecopaniesinthe&ield.
Relevant
elementsof
the
Or"ani*ation+s,or)
#erformance
The copan0 hasresistedthe
ipacto& the &inancialcrisisin the
period 2"+2!# and although
turnoer hasdecreased
su-stantiall0 during the period
2!+2!! toda0 isa return to the
alueso& turnoer in 29.
The ser,iceso&&ered-0 the group
or diersi&iedand the nu-er o&
clientshasincreased inthe
contet o& the &inancial crisis
through /hich/e pass. Through
thishe /as a-leto return to the
29 turnoer /ithoutlarge
nu-erso& eplo0ees oroperatingependiture.
)ote that inthe contet o& a
re:uest &or consultingser,ices
liitedprice assessent
reports hae -een do/nsi;ed
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- 0
a-out &ietiesin the last4 0ears.
Ta(leOfContents
-I./GROUP 0ESCRIPTION '
II/1ISION and O23ECTI1ES 4
III/ EN1IRONMENTA5 ANA56SIS 7
I1/CUSTOM ER ANA56SIS 8
1/ANA569E COMPETITORS:
1I/POTENTIA5 COMPETITI1E ANA56SIS &&
1II/ MAR;ETING STRATEG6 &:
2I25I
OGRAP
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I. The Group
The Group is represented by Interproiect Consulting LTD. and
Dimand Consulting,two companieswiththe sameshareholders who are
individuals, organizedas limited liability companies, both of which are
IMMs. They opted for this organization because of economic
considerationsrelatedto the profit ta!ation for romaniancompaniesin.
The Group is essentially a family business her success being
based on the "# years of e!perience the founders have in the $eld of
consultingservices,technicalauditand technologicalengineering.
%ithall the di&icultiesof the current period the Group hasmanaged
to maintaina positivedynamicbalance, result'oriented being constantly
preoccupied to resolve in due time the problems her clients have.
Servicesoffered
The serviceso&eredby the two companiesinthe group are thefollowing(
feasibility studiesfor financingnew investments or developments)
determination of guarantees*feasibility studiesto obtainban+ loans)
privatisation*sellingof stoc+ companies,inaccordance withthemethodologylaiddown bygovernmentalbodies)
fi!ing the amount of the contributionin +ind to capitalor increase
the socialcapital)valuation for financialreporting)
determine thevalueof realestateand movablesto selling throughauction,fuzionari, liuidations,spin'o&s,lease, partition, etc.)
determine thevalueof the property( +now'how, licenses,patents
design of industrialand civil constructions)
geotechnicalstudies)
preparingdocumentation of environment protectionand -I
The mainareasof structure technicale!pertiseand evaluation
includes(constructions)
industry)
agriculture and forestry)
Commerceand services)
Personal
The /roup hasa number of permanent employees(# 0 accredited
assessors123415, an architectand an accountant accredited
67I23 M121/3M32T
To fill the need for the realizationof wor+s contracted the Group collaborateswithspecialistsfromseveralfields, engineersand
architects,aswellas members of the followingprofessionalassociati
ons(
6ody 1uthorized1ccountants of 5omania)
2ational1ssessors1sotiatiain5omania)
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The 2ational7nionof Insolvency-ractitionersin 5omania)
/eneral1ssociationof engineersin5omania)
/eneral1ssociationof Constructors of 5omania)
5esearch institutes and design.
3!pert 6ody techniues
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Scheme 1. Group
OrganizationChart
Amenities
Companiesin
the /roup also ownsan 8&ice,which accomodates allpermanent
employeeswith adeuatecomputers and a number of car trips
reuired0.
Evolution of turnover
Turnover fellconsiderablyinthe lastfiveyearsin the conte!t of the
internationalfinancialcrisiswhich hasledto the decreaseinthe
number of permanent employees.
Chart 1. The financial crisishasmade their presencefelt in
our countr in the past five ear shas!een felt at the level
of the group. Source"!alance at #1 $ecem!ereachear .
II.4isionand
ob9ectives
The vision whichledto the formationof the /roup wasinspired by the
imageconsultantbusinessthat, at the reuest of a client,legalornatural person may through hise!pertiseor peopleyou +now to come up
withthe best advice and innovative solutions for every kind of problem
occurred in the operation of a business.
Short-term goals are to maintainupward trend turnover as well asmaintainingand e!pandingcustomer base.
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Medium-term objectives are e!pandingthe typesof serviceso&ered
to clientsby adding a by assessoraccreditationof financialassetsto
the personnelstructure, whichwill allowfor a new mar+et, that of
evaluationof shareslistedon stoc+ e!changes. It alsowantsto
increasethe number of permanent employeeswhichwill allowfor the
involvementof more easilyinlargescale pro9ects.
Long term isintendedto recognizea part of the /roup:semployees
as3uropean1ssessorrecognized 3uropean 5ecognised4aluer'534.In thisway you will be able to access the mar+et of the 3uropean
7nionand will be ableto access a new customer segment, that of mul
tinationals
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I
I
I
.EnvironmentalAnalsisGroup
1ny enterpri seisa comple!system, whichisincloseinteraction
withthe e!ternalenvironment or environment inwhichit operates.1t
the sametimethe contemporary economy and watched the whole
environment ischaracterizedby a ;turbulent;,forcingsuch high
companiesto adopt fle!ible management, ableto react uic+lyto
changes. It has been shown in practicethat, over time,firmshave been
ableto preintampineor to anticipatema9orchanges inthe
environment, so they can capitalize on emerging opportunitiesand to
avoidnegative influenceshave survived or have even managed to
create a number of competitive advantages, whichallowedthem to
uic+ly develop.
6ased on theseconsiderations,beforeyou proceed to the
elaborationof any strategicplan, the company:s management to identi
fy and analyse the factorscarefully inthe e!ternalenvironment that
influences or may influence the activitiesand resultsof the company.The most important factorsthat can influence the developmentof theGroup are(
economic
lawyers
policies
The economic factors the most importantaspectisrepresented by
the home mar+et of consultingservices. Thismar+et hase!peri enced a
significantcontractionof the financialcrisisat the beginning of "oreign direct investmentfell drastically,foreign investorsprefertoturn to other mar+ets safer.Mar+et contraction can be deduced easilyfrom
the evolutionof foreigndirectinvestmentin5omaniae!tracted fromdataprovided by the 2ational6an+ of 5omania
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Chart %. The evolution of foreign direct investment in&omania.Source"'(ational )an* of &omania'
Legal and policy Factors are relatedin 5omania,a country
characterizedby the multiplicityof normativeactsamendingthe ta!
code changes dictated by the needsof the tatewithrespect to the
collectionof ta!esto the budget, be it localor strengthened. This
resultedin the removalof potentialforeigninvestorsand even someof
thoseinterns. 1l l thishasledto an increaseindemand but consulting
servicesby settingup obligativitatii forrevaluation of tangiblefinancial
reportingof companiesunder the sanctionof substantialenlargement
of localta!es. >or e!ample recentlywas introduced mandating the
constructionof specialvaluesdeclarii ?pole ta!@ for ta!ation by the
5oman tate
Manageriali Factors are very important and the /roup choseto investin trainingstaffor to respond more easily to mar+et turbulences.
I+.CustomerAnalsis
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The Group :s clientsare in general5omanian legalpersonsownedand*or strain.
8ur most important clientsare represented by legalentities
withforeigncapitalor mi!edappro!i matelyA
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the dn of the group.
Old Clients they have been lostare represented mainlyby
companiesthat have entered ban+ruptcy and budgetary institutions
that were oriented to companiesthat practicevery lowpricescannot
be sustainedunder the increasingpricesof oil and other commoditi
esthat have a large share in the e!pensesof the group.
(e0 customersthey have been drawn are represented mainlyby
companieswithforeigncapitaland 9oint that had switchedover to theprices average, ditchingthe consultingservicesindustry,large
companiesthat have prohibitivepricesincertainsituations.
To establisha positive growth rate in the number of clients indivi
dualswishingto be better informedabout the evolutionof realestate
pricesin the conte!t of realestatemar+et of buyers that registersince
the beginningof "
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' Large companiesand*or multinational?3rnst and Goung, -wC, H-M/,Deloitte,Daintyetc.@
' Medium'sized companies
' mall companiesor individualsauthorized
The size of the mar+et value of the consultancyishard to estimate,
but it isestimated that it wassituatedin"
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Chart . Consultancmar*et in &omania2 %-1%.ource( statisticaldata for the1MC85
+I.Analsisof thepotential competitive
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,inancial competitiveness
Companieswithinthe group have been characterized inthe past"
years of good economicperformance.6elow we present the main
economic indicatorsregistered by 0 December " T3
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CO&&ECTE$ /9%. #
Dana Consultin LTD.
T7528435 ?C1@
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T3 58T1TI82 8> T3
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Chart 9. The share of total
e:penditure and net profit onturnover. Source"internal
documents
Trade competitiveness
1lthoughthe financialhealth of the companiesisa good one it
must be saidthat the turnover of the /roup il process inthe compani
eswith average turnover for consulting servicesmar+et at great di
stancefromthe ma9or players.
3volution of turnover isone stable witha slightuptrend for the pasttwoyears.
The number of serviceso&eredisa big one witha good demandamong potentialcustomers.
The company isvery good among the /roup:s clientsbut su&ers
fromChapter /eneralnotoriety because the promotion of services
and the name or ismadewitha budget through the channelsof
networ+ing client managersand staffof the group.The /roup had no choice and had to reducepricesfor the services
provided inorder to +eep the attentionof traditionalclientsand winnewclients.
Chart . Price evolution of the assessmentreports.Sour ce"
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internal documents
Technicalcompetitiveness
The techniue used inconsulting isa modern and adapted to
the needsof the group. owever, greater emphasisshouldbe
placedon involvementand promotion inthe online environment.
5anagerialcompetitiveness
-rofile leadersismi!ed(the one witha rich e!peri enceand a verygood networ+ and young with a great capacityfor synthesisand anal
ysis, well trained but witha personalnetwor+ lessdeveloped.
>rom the organizationalpointofview, the company hasopted for
a structurewitha minimumpermanent staffgoingon outsourcing
non' essentialinthe wor+ of the /roup:spromotionand negotiation
of contracts.
The most important assetof a company isconsultingthe human
component asat a rate greater than F
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Strengths ;ea* pointsfinancialgood healththe absence of the onlineenvironmentfle!iblestructurevery littleadvertisingbudget
widerangeofservices
the inability to dealwithbig pro9ectsdueto lac+of permanentstaff
managers with e!perienceand dynamic
the relativelysmallnumber of clients not
compromisinguality
observanceof deadlines
Oppor tunities &is*s
the slight increase economicinstability
8pen the 37 mar+et
the di
sappearanceof a
largenumber of
consulting
companieson the
mar+et
+II. Mar +etingst rategy
To meet the ob9ectivesof the /roup and ta+ing intoaccount the
resultsof the %8T analysisthere are the followingconclusions
regardingthe mar+etingstrategiesto be followed.
. theshort and medium term it aimsto establisha department of onli
ne promotion.It will be a company separatefromthe present lawand will providea number of standard servicesat very lowprices.
Gour target mar+et will be thosewho are see+ingthe lowestpricesforvaluation reports ?e.g.( ban+s, other financialinstitutions@.
The promotioncampaignwill be done in the onlineenvironment
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by launchingviralmessages ?such as;ratingsat the lowest
prices;@and by placingin the top three resultsof the search engi
ne ;/oogle;.
". it will continue to invest in the training of permanent staffby
attendingcourses and specializedseminarsfor acuiring
thosecredentials whichare missing fromthe o&erof services
to the group.
0. inorder to be ableto engagein far'reaching pro9ectsit hasinmindinthe firstphaseof collaborationagreements in the formof
partnership agreements withother companiesasa consultant
A. lastbut not leastto be thought a system intergationcenturi es?possiblyby o&eringdiscounts@
)i!liograph
. annualreports of the 2ational6an+ of 5omania
". documents and internalstatistics123415 ?2ational1ssociationof4aluersin5omania@
0. tatistics1MC85 ?1ssociationof ManagementConsultingCompaniesin5omania@
A. internaldocuments ?reports and balancesheets@InterproiectConsulting5L and Dana ConsultingLTD.
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#. The mar+etingof -rof.Dr. 2icholas-op
NO
The gross turnover "