MSDA - 2nd Year

Consumer Satisfaction Analyzes

PROJECT
Consumer Satisfaction
SIVECO

Students: Coordinator:
Fiodorov Ana Lect. univ. dr. Isac Nicoleta

Patirea Sorin
Stanciu Radu

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Contents
Chapter I Company Overview..................................................................................................4
1. Brief History........................................................................................................................4
2. Mission and values..............................................................................................................5
3. The activity results of the company...................................................................................5
4. The organizational structure of Sviveco Romania...........................................................6
Chapter II THE ANALYSIS OF MARKETING ENVIRONMENT.................................8
1. Macroenvironment analysis...............................................................................................8
1.1 The Economic Indicators............................................................................................8
1.2 The demografical indicators.....................................................................................10
1.3 Socio-cultural indicators...........................................................................................10
1.4 Coordinates of the political environment.....................................................................11
1.5 Social factors...................................................................................................................11
1.6 Legal factors....................................................................................................................11
2. The microenvironment analisys......................................................................................12
2.1 The customers analysis..12
2.2 The competitors analysis................................................................................................14
2.3 S.W.O.T. Profile..............................................................................................................17
CHAPTER III - Identification of strategic marketing objectives...........................................20
CHAPTER IV - Identification of market strategy adopted.....................................................23
CHAPTER V -Questionnaire and results interpretation.........................................................26

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Chapter I Company Overview

1. Brief History

Founded in 1992, SIVECO Romania SA is the largest software producer in Romania, providing the
most part of the total software exports from Romania to countries in the European Community and the United
States. Among SIVECO Romania shareholders we mention Intel Capital, Polish Enterprise Fund V (an
investment fund managed by Enterprise Investors), and SIVECO Netherlands B.V. SIVECO Romania holds top
positions in the domestic market of business solutions (EAS) and IT services. Addressing mainly to large and
medium companies, provides efficient e-business, eLearning and eHealth solutions.
During the 23 years of existence, SIVECO Romania has gained a solid reputation on the international
market, their products are used by 1,800 customers from 35 countries, along with over 450 national customers.
Also, the company was specialized in development of major IT projects wich involves on-demand software
solutions accessible through the Internet and Intranet, integration with other systems, geographical distribution
of access locations and large numbers of users.
SIVECO Romania has successfully implemented projects of e-Government in the framework of
important public institutions - the Ministry of Education and Research of Romania, Ministry of Finance,
Ministry of Communications and Information Technology, Ministry of Defense, Ministry of Labour and Social
Protection, Ministry of External Affairs, National House from Health Insurance, National Agency for
Employment and the National Customs Authority - and offered high performance solutions to important private
companies - Petrom, Orange, Raiffeisen Bank, Citibank, Aerostar Baca and other companies.
SIVECO Romania SA is ISO 9001: 2000 certified by the French company AFAQ-AFNOR, rated among
the top 5 in the world in terms of prestige by the audit performed and has signed partnerships with the largest
software companies (Oracle Certified Partner, Microsoft Certified Partner) and hardware (IBM Business
Partner, HP Sales and Service Partner) from the world.
SIVECO Romania is member of several professional associations and business in Romania (AmCham,
CCIFER, ARIES, ATIC, ANIAP) and international (European Association for Information Technology - EITA
and Information Society Technologies Advisory Group -ISTAG) and joined at the major global initiatives as
UNDP Global Compact and Transparency WEF.

2. Mission and values

Mission: To become the main developer, supplier and integrator of ERP solutions, eLearning, eHealth
and eBusiness by the quality of products and services and by customer satisfaction. To become the most
important software integrator in Europe.

Also, regarding the company's mission could be included regional expansion - SIVECO Romania has
started in the last nine years a true international expansion - the countries of Central and Eastern Europe, the
European Union, the Commonwealth of Independent States, the Near and Middle East, north Africa, launching
projects wich bring progress in health, education, agriculture and customs administration.

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Values: SIVECO formula for success is based on three key elements:

- care with customers;
- care for quality;
- care for employees.

A continuing challenge to satisfy customers needs, to make them work easier, to help them increase the
efficiency of organizations to become more profitable and gain awards or recognition from their customers is
for the company a true profession of faith.

3. The activity results of the company

Having competent management, service-oriented based on innovation and engagement, Siveco Romania
has a favorable trend to year by year, indicating a high level of performance in the industry.

In the chart below are given, comparatively, evolutions in the last 4 years of activity, of turnover and
profit. Turnover has a linear trend growth, but the profit, although it has a series of increases in the last year, the
company registered a sharp decline as a result of unclear events that culminated with the arrest of the company
president, Irina Socol, bringing losses of 28.2 million RON.

Evolution of turnover and the profit of Siveco Romania SA

300

250 257.8
230.7
200 204.9 206.2 206
Turnover
150 Profit

100

50

10.4 14.9 18.4 17.2

0
2010 2011 2012 2013 2014
-28.2
-50

Source: firme.info

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4. The organizational structure of SIVECO Romania

G.S.M.

A.B.

President and
CEO

Research and
Development
Legal Adviser Vice President

Commercial Operations Vice President HR and Financial

Vice President Chief of strategy Quality Accountancy
Vice President Vice

The organizational chart of Siveco Romania is presented above and levels of representation are:

-The first level is composed by the General Shareholders Meeting, followed by the
Administration Board. The next level, the third, is the President and CEO of the company. The fourth
level consists of sections and departments dependent on the level three of organizational chart.
-President and CEO are responsible for the profitable functioning of the organization. They are
directly responsible for the organization, administration and financial accounting of the organization and
all company activities, including quality assurance.

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Chapter II THE ANALYSIS OF MARKETING ENVIRONMENT

1. Macroenvironment analysis

1.1 The Economic Indicators

Gross Domestic Product (GDP) registered a favorable trend in recent years, so in 2010, although it
came after a 1.1 decrease compared to 2009, the next year was positive with an increase of 2.3% compared to
2010. Last year, 2014, had an increase of 2.2% over the previous year.

2010 2011 2012 2013 2014

-1.1% 2.3 0.7% 2.2% 2.2%
Source: National Strategy for Employment

Average gross income or gross average salary was situated last year (2014) to 2,328 lei at the national
level, with 7.6% more than in 2013 and the employers have spent an average 2988 lei per month per employee,
on an average number of 4.5 million people employees, according to the INS.

The average gross salary

2.4
2.3
2.2
2.1
2
1.9
1.8
2011
2012
2013
2014

Source: insse.ro

The biggest net monthly earnings, above with the average in national economy were conducted last year
in financial intermediation and insurance (2.2 times), information and communication by 97.8%, extractive
industry 92.1%, production and provision of electricity, gas, steam and air conditioning with 82.3%, public
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administration by 62.3%, professional, scientific and technical activities with 43.9%, education by 2.1%,
transportation and storage by 0,6%.1

Income distribution, according to the National Institute of Statistics, the highest percentage of revenue
in 2014 coming from gross wages and other rights (52.2%), followed by 23 percent of income from social
benefits, the lowest sector revenue it returns to independent non-agricultural activities, with 3 percent.

Income distribution

Venituri din prestaii sociale; 23%

Venituri din proprietate i vnzarea de active; 1%

Venituri din agricultur; 3%
Venituri salariale; 52%
Venituri din activiti independente; 3%

Venituri n natur; 16%

Alte venituri; 2%

Source: INSSE - Income, expenditure and consumption

Regarding the structure of consumer spending, the largest share submits food products and soft drinks
with a percentage of 39.1%, followed by the cost with housing, water, electricity, gas etc. which occupies a
share of 17.7%, in last place standing education spending with a rate of 0.7%.

Direct foreign investment drawn (DFI) dropped by 10.6% from 2013, at about 2.43 billion euros from
2.71 billion euros a peak reached in 2013, after the economic crisis started, in December being attracted funds
of 304 million euros, resulting from the data of the National Bank of Romania.

Non-residents' direct investment in Romania totalized 2.426 million euros, of which equity stakes
(including estimated net loss) recorded 2.581 million euros and intra-group loans had a negative value of EUR
155 million (net) "- BNR press release.

1 http://www.mediafax.ro/economic/salariul-mediu-brut-a-crescut-anul-trecut-cu-7-6-la-2-328-lei-
angatatorul-a-platit-3000-lei-pe-luna-14750613

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1.2 The demografical indicators

Demographic changes in our country have registered a continuous decrease of population and between
2002 - 2014, Romania's total population dropped by 1 million people, representing a loss of 5.0 percentage
points. This trend is contrary to that of European Union, which during 2006-2013 has increased the population
with 12.8 million people.

The birth rate is continuously declining, so in 2013 the number of babies born with the residence
obtained in Romania (176.0 thousand) decreased by 4700 compared to 2012.
The average age of the population has increased from 39.7 years (2010) to 40.9 (years) 2013. The
average life span in the year 2013 has continued to rise, according to data from the INSS.

1.3 Socio-cultural indicators

These factors have a dual character, so that we can meet both in the external environment and the
internal environment of the enterprise. External social factors are represented by those concerned about external
interacting with the enterprise, with suppliers, customers, potential investors, officials of various state bodies,
business partners. The relationship between a company and they shall be guided by commercial customary law
that were formed over time. Internal social factors are generally employees or shareholders represented by
unions affiliated with various business organizations.

The entrepreneurs exercise social responsibility and the Labour Code and Intellectual Property Rights
governs relations between employer and employee. Regarding the demographic pressure, all statistics show that
Romania during 1989-2010 was marked by a continuous demographic decline being a phenomenon
unprecedented in modern history. This demographic decline consisted in decrease and aging population and
labor force, but also emphasizing the migration of young people and and consequently of labor force to
western European countries.. The migration phenomenon had both negative and positive effects on the
Romanian economy and entrepreneurial environment. On the one hand, the negative effect is that they, being
carriers demand through migration, generated the decrease in consumption of goods and services in the
domestic market. Moreover, with their migration flow of currency into the country, actually difficult to quantify,
have helped in some measure the exchange rate.

1.4 Coordinates of the political environment

- Integration of Romania into EU - led to the expanding markets, at support of new investments and the interest
shown by major manufacturers of FMCG industry towards Romanian business environment.

- Influences relations between the major powers - the relationships between the major economic powers may
constrain / extend the possibilities of logistics solutions sector according to their interest shown to the local
business environment.

- Political instability - even though Romania joined the EU, the political system shows its flaws leading to the
negative effects on the image of Romania and Romanian businesses worldwide.

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1.5 Social factors

- Education - logistics solutions on the market requires a specialized labor force. Acadamic environment from
Cluj-Napoca supports the companies strategy in order to recruit and training adequate staff.

- Social mobility - the current trends of social mobility can bring benefits but also costs for companies. Being a
emerging country, social mobility is an issue that needs to be treated carefully.

1.6 Legal factors

- Legislation regarding employment - the new state regulations support the hiring of unskilled, unemployed and
integration of university graduates.

- International trade (regulations and restrictions) - international trade regulations have led to an propitious
environment for doing business by adopting common global rules (customs duties, eliminating discrimination,
equality between countries).

- Legislation regarding the foreign capital in Romania - Law no. 35/1991 has led to the possibility of
establishment of companies, subsidiaries or branches of foreign capital.

2. The microenvironment analysis

2.1 The customers Analysis

Clients are our number one priority "SIVECO Romania seeks by its actions an active participation in
consolidating a stable, ethical and professional business environment, globally competitive. The company's
investments have focused, primarly, towards research and development activities and also to increasing and
strengthening its team of professionals. This helps us improve the quality of our products and services and offer
our customers more performance." Doina BINIG, Vicepresident Strategy, SIVECO Romania Currently,
SIVECO Romania solutions are used by over 1,500 beneficiaries in countries on 4 continents, important public
institutions, as well as important private companies. SIVECO Romania specialists aim at offering more than
cutting-edge IT solutions, meaning support and consultancy services, professional help-desk, business analysis
and understanding of client needs, with continuous dedication and involvement, total openness to their requests,
transparent and productive communication.

BRD Group Societe Generale - Traian Fosa, Project Manager, Project Organization Department
"SIVADOC system makes available for the user a series of reports providing information of the warehouse
status, the space engaged, the list of minutes, as well as other information on the warehouse or operations that
have been performed on it. This system brings an increased efficiency by automation of the processes of
archive's management. The competitive advantage created by the implementation of this system is highlighted
through the reduction of the time and effort of the bank staff. We have to notice the easy to use interface and the
reports helping the users and the administrators of this application."

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Credit Bureau - erban Epure, General Director "The collaboration with SIVECO Romania of more
than 8 years means over 45 million credit reports generated, transparent access to safe information, efficient
support for the financial institutions, but also for the credit beneficiaries. SIVABON solution has contributed to
building a financial relation with low risk for each participant-financial-banking institution and indirectly, for
the entire Romanian financial system."

DOBROGEA GROUP - Ioana Fotini Teodorescu, President "We chose SIVECO Romania because we
consider it to be the best IT solutions provider, being a leader on the Romanian market. Even from the
beginning, we requested the employees of DOBROGEA BISCUIT to apply the standard proposed by the
implementation of SIVECO Romania solution and we were not wrong. The results achieved confirm the benefits
of this approach."

Teleorman County School Inspectorate - Angela Anghel, Chief-Accountant "The activities for
implementing SIVECO Applications IT integrated system - Financial-Accounting, Fixed Assets and Working
inventory, Stocks, Salary, ALOP components - were of good quality, being aligned with the requirements of our
company."

Electrocentrale Braila Branch, SC Termoelectrica SA - Viorel Cotiga, Director "The implementation of

SIVECO Applications system is fully functional. The collaboration with SIVECO Romania project team was
based on high quality standards, professionalism and efficiency. The system implemented proved to be stable,
safe, meeting our organization requirements."

Ursus Breweries - Bogdan Horchidan, IT Director "SIVECO Romania is a trustworthy partner, having
high quality standards and well trained and responsible staff, able to conclude a project in the best conditions."

Bucharest City Hall - Aurel Vlaicu, General Director "The collaboration between Bucharest City Hall
and SIVECO Romania aimed at carrying out an Integrated Information System that will uniquely manage all
the categories of data and information existing in our organization, able to meet the requirements defined by
any of the departments and to ensure correct, complete and timely information of the decision makers. The
solution developed by SIVECO Romania regarding the documents and workflows management has been
implemented for 300 users and is parameterized according to the specifications prepared during the analysis of
our organization's activity, and truly reflects the manner of organization and work of the Bucharest City Hall."

Computer Science Highschool "Grigore Moisil" Iai - Emanuela Cerchez, Teacher "SIVECO Romania
has a clearly defined profile for any teacher in Romnia. In the last years, the education system has
significantly changed - the IT-based Education System - and subsequently, any teacher associates the change
mechanisms with SIVECO Romania. Any teacher who is passioned by performance knows that the engine
generating performance is competition. And SIVECO Romania is a permanent presence in the Romanian
competition landscape, supporting each year various national and international events, meant to stimulate the
students' creativity and competitive spirit. As a conclusion, SIVECO Romania represent a model for
involvement in education field, for performance and professionalism."

Ministry of Education in the Republic of Moldova - Leonid Bujor, Minister of Education "The Ministry
of Education in the Republic of Moldova, the Agency for Evaluation and Examination has chosen SIVECO
Romania as partner in running the project "Delivery of a system for automatic data processing for the Agency
for Evaluation and Examination", having as objective the creation of an application to allow the specific
management of the baccalaureate and gymnasium exams. The integral implementation of the Automatic
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Processing System in the exam session 2010 has ensured the good deployment of the baccalaureate exams and
has proven its efficiency."

HOLCIM Romania - Nicoleta Salajan, Human Resources Director "Holcim Romania has chosen
SIVECO Romania as partner in for implementing the internal eLearning project intern, namely eHolcim. The
projected consisted in implementing the AeL Enterprise platform in order to provide the support needed for the
development of the lifelong training process and evaluation of Holcim Romania employees. During this
process, the trained staff highly appreciated the professionalism of trainers and of the usage guides provided
for the end users. Holcim Romania values the products and services offered by SIVECO Romania and
considers them of being of a very good quality and of a high professionalism."

2.2 The competitors analysis

The internal competitors:

WizzRom
Total Soft
CriSoft
AGER
Crescendo
Softwin
GeCAD
BIT Software
Temenos

The external competitors:

ORACLE - differentiating elements:

- opportunity to benefit from online product presentation by a ORACLE specialist;
- Oracle demos products;
- printable version on every page;
- professional look.

SAP - differentiating elements:

- printable version at every page;
- the possibility to view the site in html and text, adapted to any type of system and browser;
- friendly language, with questions and answers;
- very attractive demos.

LLP Group - differentiating elements:

- monotonous aspect.

Extrasoftware differentiating elements:

- the site adaptation to the local specific;
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- professional look.

Microsoft - differentiating elements:

1.Branding - a lesson in branding
- total coherence;
- colors - blue Microsoft;
- brand identification elements- logo, fonts, colors, page template, the way of presenting the
information.
2. Design quality
- user Interface - friendly, pleasant, intuitive operation;
- colors - Colors liked merged;
- look & feel - decent and professional site.
3.Functionalitaty / Utility
- all areas of the site loads quickly, the links are functional;
- built in .NET technology.

IBM differentiating elements:

1.Branding
- coherence
- colors
- identification of brand elements: logo, fonts, page template.
2. Quality of design
- user Interface: friendly, pleasant, intuitive operation;
- pleasant colors
3. Functionality / Usability
4. Quality content
5. The size of the website
6. Commercial aspects
7. The model of publishing
8. Newsletter
9. Means of attracting new visitors to the site;

HP differentiating elements:
1.Branding
- coherence
- colors
- identification of brand elements: logo, fonts, page template.
2. Quality of design
- user Interface: friendly, pleasant, intuitive operation;
- pleasant colors
3. Functionality / Usability
- all areas of the site loads quickly, the links are functional.
4. Quality content
5. The size of the website
6. Commercial aspects

2.3 S.W.O.T. Profile

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Strenghts Weaknesses

-National market second leader in software -High investments in projects developed,

development and IT services; which not always have success;

- Partnerships with major companies of the
industry;
-Many awards won as a result of achieved
performances;
- The lack of a career plan that encourages
employees about their career development;
- High prices of services, not being accessible
to everyone;

-Major investments in the development of

new IT services;

- The only local IT company which assesses

and reports the activity of social, economic
and environmental;

- The infrastructure;
- Highly qualified personnel;
- The variety of services provided;
- Provides high quality services.

Opportunities Threats

-Wide variety of services can be a source for -The orientation of customers to companies
attracting new customers; with lower prices;

-Strong competition from HP, IBM, Romsys,

-Good communication with the media helps
to develop company's image and promote it;
-Investment in developing new products and
improving of existing ones;
-Entering on the new markets;
-Investment in equipment with reduced
energy consumption.
S&T Group;
-The continuing emergence of new
competitors due to market development;
-Market penetration of some strong
companies with services that can make the
company's services to seem inefficient or
outmoded.

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Strenghts:

Only by working together, companies can generate progress in the communities in which it operates,
each putting the expertise, resources and the unique benefits which it holds. Based on these principles, SIVECO
Romania is focusesed towards building long-term strategic partnerships with leading players in the IT sector,
companies with vast expertise and international recognition. Among the main partners, we mention: Intel
Premier Elite Partner, ORACLE Platinum Partner,Microsoft Gold Certified Partner/ Authorized Education,
Reseller, IBM Business Partner, HP Sales and Service Partner, BULL, Ventyx, T-Systems, Samsung. In addition
to these strategic partnerships, SIVECO has completed a number of national partnerships, international or local,
with companies which offer products and services related to support implementation of large projects of
computerization.

SIVECO a ocupat locul al 2-lea pe piaa furnizorilor de servicii IT din Romnia n 2014, cu venituri de
34.30 milioane de dolari i o cot de pia de 6%. On the first place was ranked HP, with revenues of
approximately USD 80 million and a market share of 13.6%

A variety of awards at national and international competitions, among which we mention:

- Striving for Excellence, International Project Management Association 2015;

- European Business Awards 2013/14;
- Winner title at the European IT & Software Excellence Awards 2014.

The grand jury of the prestigious International Project Excellence Awards, organized by the
International Project Management Association (IPMA), recently published a list of the best projects in the
world. One of the four special recognitions - Striving for Excellence - was granted to the project implemented
by SIVECO Romania in Malta. The project aims at improving the Maltese educational system, by introducing
eLearning tools in the learning processes.

Within European Business Awards 2013/14, SIVECO Romania receives Ruban dHonneur award for
exceptional financial returns, strong growth and innovation strategies. SIVECO Romania was named also
National Champion for the fifth year in a row.

Within the competition European IT & Software Excellence Awards, the "IT system of Electronic
Prescription" project developed for the National Health Insurance House in Romania, received the Winner title
at the Enterprise Solution of the Year category.

Siveco offers services of high quality, with highly qualified employees. All this, with wide variety of
services, help to attract major clients from abroad.

Weaknesses:

The projects developed by the company require significant investments, which did not always
successful, resulting in importance losses for the company.

The lack of of employee motivation process, implicitly encouraging career of employees within the
company leading to a high fluctuation of staff and a waste of time and resources in training new employees, and
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of course during the integration of new resources. IT market is growing so highly trained people could go to
other companies, attracted by higher pay and / or opportunities in the growing new company.

The services offered by the company have a fairly high cost, because it invests heavily in their
achievement. This makes the company's services are available only to a particular category of companies and
institutions.

Opportunities:

The wide range of software services offered is a good way of attracting customers from various fields
who want to improve their soft-ups on certain areas of activity. Foreign companies oriented their attention to
countries with cheap labor, represents the possibility for SIVECO to promoting strong on international market.

SIVECO Romania has started during the past 9 years a true international expansion - in countries from
Central and Eastern Europe, from the European Union, the Community of Independent States area, the Middle
and Near East, North of Africa, by launching projects that bring progress in the field of health, education,
agriculture and customs administration.

The company will make investments in low energy-consuming equipment: computers, servers, monitors,
peripherals, lighting, electrical appliances. Will be revised network of cables and air-conditioning systems
installed. It aims to monitor and optimize the specific consumption of materials and utilities and will be
minimized the losses.

Threats:

Due to high prices practiced by SIVECO, many clients is orienting to less expensive solutions from rival
companies, even if the products have a lower quality than those provided by SIVECO.

Due to strong competition from HP, IBM, Romsys, and S & T Group, SIVECO permanent needs to invest
in developing new applications to keep pace with the industry and not be overwhelmed by the major
competitors.

A big fear is the market penetration of some strong companies with services that can make the company's
services to seem inefficient or outmoded. Even if the company invests massive, exist the risk to coming on the
market an innovative product, of very high profile, and customers to switch to it.

CHAPTER III - Identification of strategic marketing objectives

A) The Quantitative
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SIVECO development objectives of Applications 2014-2020: The development strategy of the

integrated information system SIVECO APPLICATIONS 2020 is drawn from the declared mission of the
company SIVECO Romania.

Let's be the main developer, supplier and integrator of ERP solutions, eLearning, eHealth and
eBusiness by the quality of products and services and by customer satisfaction.

SIVECO Applications 2020 is an integrated ERP which incorporates the best practices in the
management of human and material resources, covering almost all business processe,s developed on the
experience of over 22 years in implementing IT solutions for organizations large and medium enterprises,
public / administration (central and local) and private. SIVECO Applications product has common development
objectives for all its components and component specific objectives dictated by legislative amendments or by
business.

The amendments appear in the product standard by including new features that transform product into
business solution or adapting the product to the environment (economic, technological, legislative etc). These
are delivered to our customers through the provision of releases during the guarantee period or support. Our
clients use the computer system SIVECO Applications with the latest legislative and technological changes.
The team wich ensures this is one large, consisting in specialists, business consultants and programmers. At the
level of releases, product SIVECO Applications launches of new versions are expected at an interval of 6-8
months.

For the 2014-2020 period, the development objectives for forecasted product Siveco Applications are:

The introduction of new CLOUD elements;

Provide of implementation SaaS services (Release - September 2014);
Add transmission facilities SMS and email to the clients of utility companies, which include:
invoice number, date of payment, invoice value (Release - September 2014);
Adding new components in the system to allow access from mobile devices (tablets,
smartphones) (Release - May 2015);
Extending the configuration mode by adding features for system administrators (Release -
January 2016);
Adding facilities to allow independent operation of the system used by the application server
(Release - October 2016);
Adding facilities to allow independent operation of the system database (Release - May 2017);
Expanding the mechanism of web services for easy connection to other systems (Release -
January 2018);
Extending the model of rules and parameterization for the system components (Release -January
2019);
Expanding the functionalities of for covering as many as possible business areas (Release -
January 2020);
The updating of components according to legislative changes.

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Increasing the number of customers from 1,575 to 1,700; Extending the distribution and partnership
network looking for new companies wishing to extend their area of activity and improve their financial results
at least three;

Concluding partnerships for running educational projects at least two; Increasing by 10% the number
of forms filled in by employees for directing 2% of their income tax in order to support programs addressed to
the community;

B) The Qualitative

Continuous education and development of employees professional competences we will organize

training sessions for at least 200 employees;
Optimizing the specific consumptions of materials and utilities, while minimizing losses by 10%;
Concluding of yet another partnership for selective taking over of waste old computers, paper, plastic
packages;
Reviewing the system of suppliers evaluation, selection and monitoring;
Obtaining recertification of the Quality Management System;
Launch of the Communication on Progress report on the basis of GRI indicators The 10 principles of
the United Nations Organization;
Reviewing the Code of Ethics, training and auditing of all employees regarding the internal ethics
norms;
Creating in the university environment and the civil society of strategic partnerships with the aim of
promoting common values and good business practices at least three;
Concluding partnerships with organizations protecting interests of children, sick people and animals at
least two;
Consulting the employees by sending questionnaires on subjects that need improvement; Continuing
CSR reporting by the standard GRI 4 with help of external consultants;
Providing stakeholders access to credible information of the companys CSR performances; Organizing
internal training sessions;
Improving existing internal documents, knowing and applying them by all the employees;
Mobilizing for employees participation in activities organized by NGOs marathon, meeting,
flashmob, 2%, donations, Earth Hour; Participation in antibribery AmCham taskforce;
Supporting carrying out Guidelines for Investment in Community /AmCham; Participation in CSR
seminars organized by third parties; Informing new employees on the social sustainability action.

CHAPTER IV - Identification of market strategy adopted

The Ansoff Matrix

Current Market New Market

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C
ur
re
nt
Market Penetration Market Development
Pr
od
uc
t

N
e
w
Pr Product Diversification
od
uc
t

SIVECO applied from those 4 methods described by Ansoff, only 2, illustrated below:

In 2013, SIVECO gained and consolidated its position on the national and international market by
implementing strategic projects of high complexity and dimension, as well as through pay more attention to
innovation, research and development.

From this perspective, the company has enriched its portfolio with solutions utilizing Cloud technology.
The product range SIVECO Project: Cloud applications include effective training of personnel (AEL),
document management (SIVADOC) and business administration (SIVECO Applications 2020).

[the development strategy of new services for existing markets] -- A successful product of 2013 is
the application SIVECO Business Analyzer, accessible from mobile devices - a personal "adviser" for the
managers in planning, monitoring, control and forecasting and informational support for adopting strategies for
cost control and identification the sources of income growth.

[expansion strategy on foreign markets] - Last year, the company was concentrated on expanding
business in foreign markets, based on the expertise obtained in ongoing projects of major importance in the
national market. The eLearning, eHealth, eAgriculture, eCustoms, eGovernment and eBusiness solutions
implemented by SIVECO Romania contributes to improved public and private organizations. Currently, the
company's portfolio includes more than 1,500 customers from 27 countries in the European Union,
Commonwealth of Independent States Middle East and North Africa.

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CHAPTER V - Questionnaire and results interpretation

SIVADOC is an application software which makes available for the user a series of reports providing
information of the warehouse status, the space engaged, the list of minutes, as well as other information on the
warehouse or operations that have been performed on it. This system brings an increased efficiency by
automation of the processes of archive's management. The competitive advantage created by the
implementation of this system is highlighted through the reduction of the time and effort of the staff. By having
an friendly-interface, the application was built to support users and administrations .

5.1. Questionnaire

NAME OF COMPANY:

SURVEY XXX

Survey No:

Time: /____/____/ H /____/____/ Min

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SIVADOC

A1. Are you:

Private Company ..................................... 1

Public Company ..................................... 2

A2. What is the composition of your Company?

a) Number of employees |______| ()

b) Of which:

-Financial Department ......................... |______| ()

- Logistics Department........................... |______| ()

A3. Dimension of your Company?

a) Full Year Turn Over less than 1 mil. Euro |______| b) Full
Year Turn Over between 1 mil. Euro and 10 mil. Euro |______|
c) Full Year Turn Over more than 10 mil. Euro . |______|
....................................................................

A4. When did you purchase SIVADOC application?

Until 15 of July 2014.................................. |______|

Between 15 of July 2014 and 15 of January 2015 |______|

After 15th of January 2015 ................... |______|

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A5. For what reasons did you buy this software application rather than some other ones?

Please, select FIVE characteristics among the ones listed below that are the most important
to you and rank them by priority order :
1 means that you consider this criterion as the more important for purchase

2 means that you consider this criterion as the second more important for purchase ()

5 means that you consider the criterion as the fifth more important for purchase

RANDOMIZE ITEMS

TOP 5
for your 5 principal reasons
Interface User/client
|________|
Reports Generator
|________|
Brand (reputation of make, previous
experience)
|________|
Price (incl. value for money)
|________|
Reliability
|________|
Quality of Data Output
|________|
Email Server connectivity /use
|________|
Equipment Level
|________|
Matching needs (the software overall)
|________|
Suitable for your Company
|________|
Performance (accurate data, reports-forms )
|________|
Other (precise) :
_________________________________
|________|

A6. Several possible uses of the application SIVADOC are shown below. For each one,
please indicate if you use the application in this way often, from time to time, rarely
or never

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RANDOMIZE

Every day / Once in 1-2 Once a Never

nearly weeks month or
every day more rare

1 Form Creation

2 Reports Generator

3 Graphics Generator

4 Data Transfer (Reports/ Graphics)

via email

5 Build and Analyze Financial

Reports

6 Access of Warehouse data Center

A7. What is your opinion on the application SIVADOC?

Rate the brands using 10 point scale where 10 means you think it is perfect, and 1 means
you think it is terrible. Intermediate ratings, will help you to grade your judgment.

Intermediate ratings will help you to grade your judgment

1 2 3 4 5 6 7 8 9 10
A8. The following is a list of statements on modes of behavior, attitudes and habits.

Please use one of the following answers to describe your opinion:

4- I agree completely

3- I somewhat agree

2- I somewhat disagree

1- I disagree completely

SINGLE answer per line, RANDOMIZE items

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1 A friendly interface is important to me

2 I would pay more to have the very latest technology

3 An software applications allows me to save time and resources

4 Having good reporting output is essential

5 When I buy an software application I choose the least expensive one that meets my needs

6 When purchasing an software application I like that the developer built in the most modern
technology available

7 I like applications easy to be used

8 I would like my application to be fitted for financial activities

9 I like an easy access to reports

10 As far as I am concerned, I am always looking for an innovative software solution

11 It is very important that I can keep safe data through application

12 I need to make life as easy as possible and the application car should be no exception to this

13 To me, application has to generate output needed for strategic decisions

A9. What is your opinion on the SIVADOC application quality?

Rate the brands using 10 point scale where 10 means you think it is perfect, and 1 means
you think it is terrible. Intermediate ratings, will help you to grade your judgment.

1 2 3 4 5 6 7 8 9 10

SINGLE answer per line

1 Menus application easy to be used

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2 Reports are easy to build?

3 Reports are easy to be shared? (via email, intranet)

4 Forms are easy to be created?

5 Graphics are easy to build?

6 Graphics are easy to be read?

7 Warehouse module is fitted to my business?

8 Financial reports are accurate?

9 Email server is handling my reports?

10 Diversity of Reports & Forms

11 Big Data Records Management

THANK YOU FOR HAVING COMPLETED THIS

QUESTIONNAIRE.

5.2 Results and interpretation questionnaire

5.2.1 SYNTHESIS

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5.2.2. CONCLUSIONS & RECOMMENDATIONS

SIVADOC application strengths acknowledged by customers:

Unique, strong & appreciated Interface:
A new Design Interface : Interface User/client are
spontaneously mentioned as purchase reasons & very
appreciated
Reports/Forms easy to be generated : main rejection reason
of alternative software applications models, purchase reason,
clearly appreciated in experience
User experience: Mostly carried by diversity of Logistics & Financial
Reports
but not successfully completed on Graphics generator (high
level of complexity for Graphics creation)
Server access
damage mainly by quality of access to Warehouse Data
Server (Dysfunctioning)

The following aspects should be improved, especially for a Smart application, risk of
becoming later disadvantage for SIVECO:
On Graphics tool:
Difficulties encountered by user in generating the Graphics
Activity

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Many data , essential to make them understood & available
easily/quickly/safely
On Email & Warehouse data servers :
access too low, not satisfying speed
Transfer of reports via emails - reports are not reaching the
final destination
Reports size expectation of bigger dimension
On the Commercial Department Role:
Promote SIVADOC application : Invite customers to visit
Software Lab as the first Premium service offered by Siveco
since it is the 1st source of information / Develop the Internet
Relationship (Web page or other innovative supports),
especially for using more Internet
At delivery: To help customers understand how the
software technologies work for their businesses, provide
that really as one important part of the service to
customer

5.2.3. Survey Context & Objectives

SIVECO launched SIVADACO application in March 2014.

At SIVECO request, LDB Research managed a First Buyers Satisfaction Survey (FBSS) in
Romania around 6 to 12 months after the start of sales, in order to evaluate New Customers
Experience and identify points to be improved in terms of product and service.

Main objectives of the survey:

Identify Customers Profile: socio-demographics, origin (previous
make/model/segment owned)
Analyze Purchase Process: decision process, purchase reasons and
conditions
Detect Satisfaction & Dissatisfaction Points: through Customers
Perception & Recommendation
Understand Customers Usages
Evaluate Performance on this application

5.2.4. Methodology

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5.2.5. Results Questionnaire

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