{"text_format":"1","workbook":"xlsx","n_sheets":9,"sheets":["PLAN","Opis sytuacji","Analiza strategiczna","Analiza rynku","Cele i strategia","STP","Marketing mix","Wdrażanie","Streszczenie"],"not_rendered":{"charts":17,"images":0,"macros":0,"external_links":0,"defined_names":0,"comments":0,"pivot_tables":0},"unopened":[],"bounds":{"document_bytes":16777216,"sheet_cells":100000,"rows_first":2000,"rows_last":500,"rows_between":2000,"halvings":0,"cell_chars":16384,"cell_head_chars":4096},"cells_cut":0,"cells_raw":0,"read":"whole","date_system":"1900"}

{"sheet":"PLAN","index":0,"n_rows":33,"n_cols":8,"rows_kept":33,"cut":false,"hidden":false,"merged":[[14,4,14,8],[3,3,3,9],[4,4,4,8],[7,4,7,8],[29,4,29,5],[12,4,12,8],[19,4,19,8],[20,4,20,8],[32,4,32,8],[15,4,15,8],[21,4,21,8],[18,4,18,8],[17,4,17,8],[16,4,16,8],[31,4,31,8]]}
[]
[]
[]
[null,null,null,"PLAN MARKETINGOWY dla firmy"]
[]
[]
[]
[null,null,null,null,"na lata"]
[null,null,null,null,null,null,{"$f":"F9+1","v":1},{"$f":"F9+2","v":2}]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[null,null,null,null,"© Copyright by Wolters Kluwer Polska Sp. z o.o. 2006"]
[null,null,null,null,"All rights reserved."]

{"sheet":"Opis sytuacji","index":1,"n_rows":36,"n_cols":8,"rows_kept":36,"cut":false,"hidden":false,"merged":[[32,0,32,4],[33,0,33,1],[32,7,35,12],[34,0,34,1],[35,0,35,1],[33,3,33,4],[34,3,34,4],[35,3,35,4],[26,0,26,4],[27,0,27,4],[28,0,28,4],[29,0,29,4],[30,0,30,4],[31,0,31,4],[24,0,24,5],[25,0,25,4],[23,0,23,5],[11,7,11,12],[14,7,14,12],[14,0,16,5],[18,0,18,5],[19,0,21,5],[20,7,20,12],[0,0,0,12],[2,0,2,3],[3,0,5,12],[13,0,13,5],[7,0,7,12],[8,7,8,12],[8,0,8,6],[9,0,11,5],[9,7,9,12],[10,7,10,12],[29,7,29,12],[30,7,30,12],[31,7,31,12],[13,7,13,12],[16,7,16,12],[23,7,23,12],[24,7,24,12],[17,7,17,12],[18,7,18,12],[19,7,19,12],[26,7,26,12],[27,7,27,12],[28,7,28,12],[21,7,21,12],[22,7,22,12],[25,7,25,12]]}
["1. Opis sytuacji marketingowej"]
[]
["1.1. Informacje o rynku i firmie"]
[]
[]
[]
[]
["1.2. Audyt obecnej sytuacji marketingowej"]
["1.2.1. Audyt strategii marketingowej",null,null,null,null,null,null,"1.2.5. Audyt środowiska marketingowego"]
[null,null,null,null,null,null,null,"Środowisko polityczno-prawne"]
[]
[]
[null,null,null,null,null,null,null,"Środowisko ekonomiczne"]
["1.2.2. Audyt organizacji marketingu"]
[]
[null,null,null,null,null,null,null,"Środowisko społeczne"]
[]
[]
["1.2.3. Audyt systemów marketingowych",null,null,null,null,null,null,"Środowisko technologiczne"]
[]
[]
[null,null,null,null,null,null,null,"Środowisko konkurencyjne"]
[]
["1.2.4. Audyt wydajności marketingu (wybrane wskaźniki)"]
["(Dane wejściowe)",null,null,null,null,null,null,"Środowisko konsumentów"]
["Wartość sprzedaży zrealizowanej przez firmę (ubiegły rok) w tys. zł"]
["Wartość rynku docelowego (ubiegły rok) w tys. zł"]
["Wartość rynku danej kategorii (ubiegły rok) w tys. zł",null,null,null,null,null,null,"Środowisko dostawców i partnerów handlowych"]
["Wartość sprzedaży zrealizowanej przez największego konkurenta (ubiegły rok) w tys. zł"]
["Wydatki marketingowe firmy (ubiegły rok) w tys. zł"]
["Ogół wydatków marketingowych sektora (ubiegły rok) w tys. zł"]
["Liczba sklepów prowadzących sprzedaż produktów firmy",null,null,null,null,null,null,"1.2.6. Audyt funkcji marketingu"]
["Liczba sklepów prowadzących sprzedaż produktów w tej kategorii"]
["Udział w rynku (w %)",null,{"$f":"F26/F27","v":{"$error":"#DIV/0!"}},"Share of spending (w %)",null,{"$f":"F30/F31","v":{"$error":"#DIV/0!"}}]
["Udział w kategorii (w %)",null,{"$f":"F26/F28","v":{"$error":"#DIV/0!"}},"Dystrybucja numeryczna (w %)",null,{"$f":"F32/F33","v":{"$error":"#DIV/0!"}}]
["Względny udział w rynku (w %)",null,{"$f":"F26/F29","v":{"$error":"#DIV/0!"}},"Udział kosztów marketingu w sprzedaży (w %)",null,{"$f":"F30/F26","v":{"$error":"#DIV/0!"}}]

{"sheet":"Analiza strategiczna","index":2,"n_rows":75,"n_cols":14,"rows_kept":75,"cut":false,"hidden":false,"merged":[[3,9,3,13],[4,4,10,4],[4,5,10,5],[4,6,10,6],[4,7,10,7],[4,8,10,8],[4,9,10,9],[4,10,10,10],[4,13,10,13],[11,0,20,0],[11,1,12,3],[11,4,12,4],[11,5,12,5],[11,6,12,6],[11,7,12,7],[11,8,12,8],[3,0,10,3],[3,4,3,8],[11,9,12,9],[11,10,12,10],[11,11,12,11],[11,12,12,12],[4,11,10,11],[4,12,10,12],[11,13,12,13],[13,1,14,3],[13,4,14,4],[13,5,14,5],[13,6,14,6],[13,7,14,7],[13,8,14,8],[13,9,14,9],[13,10,14,10],[13,11,14,11],[13,12,14,12],[13,13,14,13],[15,1,16,3],[15,4,16,4],[15,5,16,5],[15,6,16,6],[15,7,16,7],[15,8,16,8],[15,9,16,9],[15,10,16,10],[17,12,18,12],[17,13,18,13],[15,11,16,11],[15,12,16,12],[15,13,16,13],[17,1,18,3],[17,4,18,4],[17,5,18,5],[17,6,18,6],[19,6,20,6],[17,10,18,10],[17,11,18,11],[17,7,18,7],[17,8,18,8],[17,9,18,9],[19,11,20,11],[19,12,20,12],[19,13,20,13],[21,0,22,3],[19,7,20,7],[19,8,20,8],[19,9,20,9],[19,10,20,10],[19,1,20,3],[19,4,20,4],[19,5,20,5],[23,4,24,4],[23,5,24,5],[25,1,26,3],[25,4,26,4],[25,5,26,5],[27,1,28,3],[27,4,28,4],[27,5,28,5],[23,10,24,10],[23,11,24,11],[23,12,24,12],[23,13,24,13],[23,6,24,6],[23,7,24,7],[23,8,24,8],[23,9,24,9],[25,10,26,10],[25,11,26,11],[25,12,26,12],[25,13,26,13],[25,6,26,6],[25,7,26,7],[25,8,26,8],[25,9,26,9],[27,10,28,10],[27,11,28,11],[27,12,28,12],[27,13,28,13],[27,6,28,6],[27,7,28,7],[27,8,28,8],[27,9,28,9],[29,7,30,7],[29,8,30,8],[29,9,30,9],[29,10,30,10],[29,1,30,3],[29,4,30,4],[29,5,30,5],[29,6,30,6],[31,12,32,12],[31,13,32,13],[29,11,30,11],[29,12,30,12],[29,13,30,13],[31,1,32,3],[31,4,32,4],[31,5,32,5],[31,6,32,6],[31,7,32,7],[33,0,34,3],[33,4,34,4],[33,5,34,5],[33,6,34,6],[31,10,32,10],[31,11,32,11],[31,8,32,8],[31,9,32,9],[23,0,32,0],[23,1,24,3],[33,12,34,12],[33,13,34,13],[36,0,36,1],[36,2,36,3],[36,5,36,6],[36,8,36,9],[36,11,36,12],[33,7,34,7],[33,8,34,8],[33,9,34,9],[39,5,41,5],[39,6,41,6],[39,7,41,7],[39,9,40,10],[39,11,40,11],[33,11,34,11],[33,10,34,10],[39,12,40,12],[39,13,40,13],[41,9,41,10],[42,0,42,1],[42,9,42,10],[38,9,38,13],[39,0,41,1],[39,2,41,2],[39,3,41,3],[39,4,41,4],[45,0,45,1],[45,9,45,10],[46,0,46,1],[46,9,46,10],[43,0,43,1],[43,9,43,10],[44,0,44,1],[44,9,44,10],[49,0,49,1],[49,9,49,10],[50,0,50,1],[50,9,50,10],[47,0,47,1],[47,9,47,10],[48,0,48,1],[48,9,48,10],[54,11,55,11],[54,12,55,12],[54,13,55,13],[51,0,51,1],[51,9,51,10],[52,0,52,1],[52,9,52,11],[56,9,56,10],[57,9,57,10],[58,9,58,10],[59,6,59,7],[59,9,59,10],[54,9,55,10],[60,9,60,10],[58,6,58,7],[67,9,67,10],[68,9,68,11],[61,9,61,10],[62,9,62,10],[63,9,63,10],[64,9,64,10],[70,6,70,7],[74,1,74,4],[0,0,0,13],[1,0,1,3],[71,0,71,3],[71,5,71,7],[72,1,72,4],[73,1,73,4],[65,9,65,10],[66,9,66,10]]}
["2. Analiza strategiczna"]
["2.1. Analiza SWOT"]
[]
[null,null,null,null,"SZANSE (O)",null,null,null,null,"ZAGROŻENIA (T)"]
[]
[]
[]
[]
[]
[]
[]
["SILNE STRONY (S)"]
[]
[]
[]
[]
[]
[]
[]
[]
[]
["BILANS (S) (O) (T)"]
[null,null,null,null,{"$f":"SUM(E12:E21)","v":0},0,0,0,0,0,0,0,0,0]
["SŁABE STRONY (W)"]
[]
[]
[]
[]
[]
[]
[]
[]
[]
["BILANS (W) (O) (T)",null,null,null,{"$f":"SUM(E24:E33)","v":0},0,0,0,0,0,0,0,0,0]
[]
[]
["STRATEGIE:",null,"ekspansji (maxi-maxi)",null,{"$f":"SUM(E23:I23)","v":0},"konserwatywna (maxi-mini)",null,{"$f":"SUM(J23:N23)","v":0},"konkurencyjna (mini-maxi)",null,{"$f":"SUM(E34:I35)","v":0},"defensywna (mini-mini)",null,{"$f":"SUM(J34:N35)","v":0}]
[]
["2.2. Macierz BCG (wartości w tys. zł)",null,null,null,null,null,null,null,null,"2.3. Macierz McKinseya"]
["Segment",null,"Sprzedaż zrealizowana przez firmę w danym roku","Sprzedaż największego konkurenta fir- my w danym roku","Wzgędny udział w rynku (%)","Wartość rynku            w danym                 roku","Wartość rynku             w ubiegłym roku","Dynamika rynku (%)",null,"Czynniki atrakcyjności rynku",null,"Ocena (skala od 1 do 5)","Waga","Ocena ważona"]
[]
[null,null,null,null,null,null,null,null,null,"Tempo rozwoju rynku ",null,null,0.25,{"$f":"L42*M42","v":0}]
[null,null,null,null,{"$f":"C43/D43","v":{"$error":"#DIV/0!"}},null,null,{"$f":"F43/G43","v":{"$error":"#DIV/0!"}},null,"Wielkość rynku ",null,null,0.1,0]
[null,null,null,null,{"$error":"#DIV/0!"},null,null,{"$error":"#DIV/0!"},null,"Ryzyko rynku ",null,null,0.05,0]
[null,null,null,null,{"$error":"#DIV/0!"},null,null,{"$error":"#DIV/0!"},null,"Koszty wejścia na rynek ",null,null,0.05,0]
[null,null,null,null,{"$error":"#DIV/0!"},null,null,{"$error":"#DIV/0!"},null,"Sytuacja konkurencyjna ",null,null,0.1,0]
[null,null,null,null,{"$error":"#DIV/0!"},null,null,{"$error":"#DIV/0!"},null,"Elastyczność cenowa ",null,null,0.05,0]
[null,null,null,null,{"$error":"#DIV/0!"},null,null,{"$error":"#DIV/0!"},null,"Częstość zamówień ",null,null,0.05,0]
[null,null,null,null,{"$error":"#DIV/0!"},null,null,{"$error":"#DIV/0!"},null,"Atrakcyjność inwestycyjna ",null,null,0.1,0]
[null,null,null,null,{"$error":"#DIV/0!"},null,null,{"$error":"#DIV/0!"},null,"Atrakcyjność zaopatrzenia",null,null,0.05,0]
[null,null,null,null,{"$error":"#DIV/0!"},null,null,{"$error":"#DIV/0!"},null,"Potencjał innowacyjny ",null,null,0.1,0]
[null,null,null,null,{"$error":"#DIV/0!"},null,null,{"$error":"#DIV/0!"},null,"Atrakcyjność klientów ",null,null,0.1,0]
["Ogółem",null,{"$f":"SUM(C43:C52)","v":0},{"$f":"SUM(D43:D52)","v":0},{"$error":"#DIV/0!"},{"$f":"SUM(F43:F52)","v":0},{"$f":"SUM(G43:G52)","v":0},{"$error":"#DIV/0!"},null,"Ogółem",null,null,{"$f":"SUM(M42:M52)","v":1},{"$f":"SUM(N42:N52)","v":0}]
[]
[null,null,null,null,null,null,null,null,null,"Czynniki pozycji konkurencyjnej firmy",null,"Ocena (skala od 1 do 5)","Waga","Ocena ważona"]
[]
[null,null,null,null,null,null,null,null,null,"Udział w rynku",null,null,0.1,{"$f":"L57*M57","v":0}]
[null,null,null,null,null,null,null,null,null,"Dynamika udziału w rynku",null,null,0.15,0]
[null,null,null,null,null,null,"Legenda do   ",null,null,"Jakość produktów",null,null,0.1,0]
[null,null,null,null,null,null,"macierzy BCG",null,null,"Marka firmy",null,null,0.1,0]
[null,null,null,null,null,null,",,znaki",",,gwiazdy\"",null,"Sieć dystrybucji",null,null,0.05,0]
[null,null,null,null,null,null,"zapytania\"",null,null,"Efektywność reklamy",null,null,0.05,0]
[null,null,null,null,null,null,",,psy\"",",,dojne ",null,"Zdolności produkcyjne",null,null,0.05,0]
[null,null,null,null,null,null,null,"krowy\"",null,"Wydajność i logistyka",null,null,0.05,0]
[null,null,null,null,null,null,null,null,null,"Koszty jednostkowe",null,null,0.15,0]
[null,null,null,null,null,null,null,null,null,"Relacje z dostawcami",null,null,0.05,0]
[null,null,null,null,null,null,null,null,null,"Innowacyjność firmy",null,null,0.1,0]
[null,null,null,null,null,null,null,null,null,"Potencjał zasobów ludzkich",null,null,0.05,0]
[null,null,null,null,null,null,null,null,null,"Ogółem",null,null,{"$f":"SUM(M57:M68)","v":1},{"$f":"SUM(N57:N68)","v":0}]
[]
[null,null,null,null,null,null,"Układ pól macierzy"]
["Legenda do macierzy McKinseya",null,null,null,null,"McKinseya a strategia"]
[null,"Strategia ekspansji"]
[null,"Strategia inwestycji selektywnych"]
[null,"Strategia wycofywania się / zgarniania zysku"]

{"sheet":"Analiza rynku","index":3,"n_rows":32,"n_cols":9,"rows_kept":32,"cut":false,"hidden":false,"merged":[[0,0,0,13],[3,0,3,2],[17,8,20,13],[17,0,20,6],[16,8,16,13],[2,0,2,6],[11,0,11,3],[8,0,8,2],[10,0,10,2],[32,0,34,13],[4,0,4,2],[6,0,6,2],[16,0,16,6],[12,0,12,2],[13,0,13,2],[14,0,14,2],[5,0,5,3],[7,0,7,3],[9,0,9,3],[26,0,26,2],[27,0,27,2],[31,0,31,6],[28,0,28,3],[29,0,29,3],[22,0,22,6],[23,0,23,2],[24,0,24,2],[25,0,25,2]]}
["3. Analiza rynku"]
[]
["3.1. Prognoza rynku "]
["Element rynku",null,null,{"$f":"(PLAN!F9)-1","v":-1},{"$f":"PLAN!F9","v":0},{"$f":"PLAN!G9","v":1},{"$f":"PLAN!H9","v":2}]
["Wartość całości rynku (w tys. zł)"]
["Dynamika całości rynku (w %)",null,null,null,{"$f":"E5/D5","v":{"$error":"#DIV/0!"}},{"$f":"F5/E5","v":{"$error":"#DIV/0!"}},{"$f":"G5/F5","v":{"$error":"#DIV/0!"}}]
["Wartość rynku dostępnego (w tys. zł)"]
["Dynamika rynku dostępnego (w %)",null,null,null,{"$f":"E7/D7","v":{"$error":"#DIV/0!"}},{"$f":"F7/E7","v":{"$error":"#DIV/0!"}},{"$f":"G7/F7","v":{"$error":"#DIV/0!"}}]
["Wartość rynku obsługiwanego (w tys. zł)"]
["Dynamika rynku obsługiwanego (w %)",null,null,null,{"$f":"E9/D9","v":{"$error":"#DIV/0!"}},{"$f":"F9/E9","v":{"$error":"#DIV/0!"}},{"$f":"G9/F9","v":{"$error":"#DIV/0!"}}]
["PROGNOZA SPRZEDAŻY"]
["Dynamika sprzedaży (w %)",null,null,null,{"$f":"E11/D11","v":{"$error":"#DIV/0!"}},{"$f":"F11/E11","v":{"$error":"#DIV/0!"}},{"$f":"G11/F11","v":{"$error":"#DIV/0!"}}]
["Udział w całości rynku (w %)",null,null,{"$f":"D11/D5","v":{"$error":"#DIV/0!"}},{"$f":"E11/E5","v":{"$error":"#DIV/0!"}},{"$f":"F11/F5","v":{"$error":"#DIV/0!"}},{"$f":"G11/G5","v":{"$error":"#DIV/0!"}}]
["Udział w rynku dostępnym (w %)",null,null,{"$f":"D11/D7","v":{"$error":"#DIV/0!"}},{"$f":"E11/E7","v":{"$error":"#DIV/0!"}},{"$f":"F11/F7","v":{"$error":"#DIV/0!"}},{"$f":"G11/G7","v":{"$error":"#DIV/0!"}}]
["Udział w rynku obsługiwanym (w %)",null,null,{"$f":"D11/D9","v":{"$error":"#DIV/0!"}},{"$f":"E11/E9","v":{"$error":"#DIV/0!"}},{"$f":"F11/F9","v":{"$error":"#DIV/0!"}},{"$f":"G11/G9","v":{"$error":"#DIV/0!"}}]
[]
["3.2. Przyczyny niedostępności części rynku",null,null,null,null,null,null,null,"3.3. Przyczyny nieobsługiwania części rynku"]
[]
[]
[]
[]
[]
["3.4. Analiza luki "]
["Element analizy",null,null,{"$f":"D4","v":-1},{"$f":"E4","v":0},1,2]
["Prognoza całości rynku (w tys. zł)",null,null,0,0,0,0]
["Sprzedaż według opcji realistycznej (w tys. zł)",null,null,{"$f":"D11","v":0},{"$f":"E11","v":0},{"$f":"F11","v":0},{"$f":"G11","v":0}]
["Sprzedaż według opcji optymistycznej (w tys. zł)"]
["LUKA STRATEGICZNA (wartość)",null,null,{"$f":"D27-D26","v":0},{"$f":"E27-E26","v":0},{"$f":"F27-F26","v":0},{"$f":"G27-G26","v":0}]
["Dynamika sprzedaży wg opcji optymistycznej (w %)",null,null,null,{"$f":"E27/D27","v":{"$error":"#DIV/0!"}},{"$f":"F27/E27","v":{"$error":"#DIV/0!"}},{"$f":"G27/F27","v":{"$error":"#DIV/0!"}}]
["Udział w rynku wg opcji optymistycznej (w %)",null,null,null,{"$f":"E27/E25","v":{"$error":"#DIV/0!"}},{"$f":"F27/F25","v":{"$error":"#DIV/0!"}},{"$f":"G27/G25","v":{"$error":"#DIV/0!"}}]
[]
["3.5. Wnioski z analizy luki"]

{"sheet":"Cele i strategia","index":4,"n_rows":31,"n_cols":14,"rows_kept":31,"cut":false,"hidden":false,"merged":[[29,1,31,3],[29,4,31,6],[32,1,34,3],[32,4,34,6],[25,1,25,3],[25,4,25,6],[25,8,25,9],[26,1,28,3],[26,4,28,6],[26,8,26,9],[27,8,27,9],[19,1,21,3],[19,4,21,6],[19,8,19,9],[20,8,20,9],[21,8,21,9],[22,1,24,3],[22,4,24,6],[22,8,22,9],[23,8,23,9],[24,8,24,9],[15,1,15,3],[15,4,15,6],[15,8,15,9],[16,1,18,3],[16,4,18,6],[16,8,16,9],[17,8,17,9],[18,8,18,9],[10,0,11,0],[10,1,11,7],[10,8,11,10],[10,11,11,13],[13,8,13,11],[14,1,14,3],[14,4,14,6],[14,8,14,9],[6,0,7,0],[6,1,7,7],[6,8,7,10],[6,11,7,13],[8,0,9,0],[8,1,9,7],[8,8,9,10],[8,11,9,13],[0,0,0,13],[2,0,2,6],[3,1,3,7],[3,8,3,10],[3,11,3,13],[4,0,5,0],[4,1,5,7],[4,8,5,10],[4,11,5,13]]}
["4. Cele i strategia marketingowa"]
[]
["4.1. Główne cele marketingowe "]
["Lp.","Cel",null,null,null,null,null,null,"Powiązania (SWOT, BCG i inne)",null,null,"Wskaźnik"]
[]
[]
[]
[]
[]
[]
[]
[]
[]
["4.2. Strategie marketingowe (macierz Ansoffa)",null,null,null,null,null,null,null,"4.3. Strategiczny plan rozwoju (w tys. zł)"]
[null,"Rynek dotychczasowy",null,null,"Rynek nowy",null,null,null,"Segment",null,{"$f":"'Analiza rynku'!D4","v":-1},{"$f":"'Analiza rynku'!E4","v":0},{"$f":"'Analiza rynku'!F4","v":1},{"$f":"'Analiza rynku'!G4","v":2}]
[null,"PENETRACJA RYNKU",null,null,"ROZWÓJ RYNKU",null,null,null,"PENETRACJA RYNKU",null,{"$f":"SUM(K17:K18)","v":0},{"$f":"SUM(L17:L18)","v":0},{"$f":"SUM(M17:M18)","v":0},{"$f":"SUM(N17:N18)","v":0}]
[null,null,null,null,null,null,null,null,"Efekt lojalności klientów"]
[null,null,null,null,null,null,null,null,"Programy dodatkowe"]
[null,null,null,null,null,null,null,null,"ROZWÓJ RYNKU",null,{"$f":"SUM(K20:K21)","v":0},{"$f":"SUM(L20:L21)","v":0},{"$f":"SUM(M20:M21)","v":0},{"$f":"SUM(N20:N21)","v":0}]
["Produkt ",null,null,null,null,null,null,null,"Poszerzenie rynku krajowego"]
["dotychczasowy",null,null,null,null,null,null,null,"Rynki zagraniczne"]
[null,null,null,null,null,null,null,null,"ROZWÓJ PRODUKTU",null,{"$f":"SUM(K23:K24)","v":0},{"$f":"SUM(L23:L24)","v":0},{"$f":"SUM(M23:M24)","v":0},{"$f":"SUM(N23:N24)","v":0}]
[null,null,null,null,null,null,null,null,"Modyfikacja"]
[null,null,null,null,null,null,null,null,"Nowe produkty"]
[null,null,null,null,null,null,null,null,"DYWERSYFIKACJA",null,{"$f":"SUM(K26:K27)","v":0},{"$f":"SUM(L26:L27)","v":0},{"$f":"SUM(M26:M27)","v":0},{"$f":"SUM(N26:N27)","v":0}]
[null,"ROZWÓJ PRODUKTU",null,null,"DYWERSYFIKACJA",null,null,null,"Pokrewna"]
[null,null,null,null,null,null,null,null,"Niepokrewna"]
[null,null,null,null,null,null,null,null,"RAZEM",null,{"$f":"K16+K19+K22+K25","v":0},{"$f":"L16+L19+L22+L25","v":0},{"$f":"M16+M19+M22+M25","v":0},{"$f":"N16+N19+N22+N25","v":0}]
[]
["Produkt"]
["nowy"]

{"sheet":"STP","index":5,"n_rows":65,"n_cols":11,"rows_kept":65,"cut":false,"hidden":false,"merged":[[53,0,53,5],[54,0,54,5],[37,4,38,4],[37,5,38,5],[34,9,34,10],[33,2,33,4],[33,5,33,6],[33,7,33,8],[33,9,33,10],[36,6,36,8],[36,0,36,3],[34,0,34,4],[34,5,34,6],[34,7,34,8],[31,9,31,10],[32,0,32,1],[32,2,32,4],[32,5,32,10],[31,0,31,1],[31,2,31,4],[31,5,31,6],[31,7,31,8],[29,0,29,1],[29,2,29,4],[29,5,29,10],[30,0,30,1],[30,2,30,4],[30,5,30,6],[30,7,30,8],[30,9,30,10],[27,9,27,10],[28,0,28,1],[28,2,28,4],[28,5,28,6],[28,7,28,8],[28,9,28,10],[27,0,27,1],[27,2,27,4],[27,5,27,6],[27,7,27,8],[25,9,25,10],[26,0,26,1],[26,2,26,4],[26,5,26,10],[25,0,25,1],[25,2,25,4],[25,5,25,6],[25,7,25,8],[23,0,23,1],[23,2,23,4],[23,5,23,10],[24,2,24,4],[24,5,24,6],[24,7,24,8],[24,9,24,10],[10,0,12,10],[4,0,4,1],[9,0,9,1],[14,0,14,1],[5,0,7,10],[21,2,21,4],[21,5,21,6],[21,7,21,8],[22,0,22,1],[22,2,22,4],[22,5,22,6],[22,7,22,8],[22,9,22,10],[21,0,21,1],[65,0,69,4],[65,6,69,10],[2,0,2,3],[0,0,0,10],[58,6,61,10],[64,6,64,8],[58,0,61,4],[19,0,19,5],[15,0,17,10],[21,9,21,10]]}
["5. Strategia STP"]
[]
["5.1. Kluczowe segmenty rynku"]
[]
["5.1.1. Segment A"]
[]
[]
[]
[]
["5.1.2. Segment B"]
[]
[]
[]
[]
["5.1.3. Segment C"]
[]
[]
[]
[]
["5.2. Wybór rynku docelowego"]
[]
["Kryterium",null,"Elementy oceny",null,null,"Segment A",null,"Segment B",null,"Segment C"]
["Wielkość",null,"Ocena"]
["segmentu",null,"Waga"]
[null,null,"Ocena ważona",null,null,{"$f":"F23*F24","v":0},null,{"$f":"H23*F24","v":0},null,{"$f":"J23*F24","v":0}]
["Stopień zaspokojenia",null,"Ocena"]
["potrzeb w segmencie",null,"Waga"]
[null,null,"Ocena ważona",null,null,{"$f":"F26*F27","v":0},null,{"$f":"H26*F27","v":0},null,{"$f":"J26*F27","v":0}]
["Dopasowanie segmentu",null,"Ocena"]
["do kompetencji firmy",null,"Waga"]
[null,null,"Ocena ważona",null,null,{"$f":"F29*F30","v":0},null,{"$f":"H29*F30","v":0},null,{"$f":"J29*F30","v":0}]
["Zakres konkurencji",null,"Ocena"]
["w segmencie",null,"Waga"]
[null,null,"Ocena ważona",null,null,{"$f":"F32*F33","v":0},null,{"$f":"H32*F33","v":0},null,{"$f":"J32*F33","v":0}]
["OCENA SEGMENTÓW OGÓŁEM",null,null,null,null,{"$f":"SUM(F25+F28+F31+F34)","v":0},null,{"$f":"SUM(H25+H28+H31+H34)","v":0},null,{"$f":"SUM(J25+J28+J31+J34)","v":0}]
[]
["5.3. Analiza profilów konkurencji",null,null,null,null,null,"   5.4. Pozycjonowanie"]
["Konkurent A","Konkurent B","Konkurent C","Konkurent D","FIRMA","Element",{"$f":"F40","v":0},{"$f":"F41","v":0},null,{"$f":"F40","v":0},{"$f":"F42","v":0}]
[]
[]
[]
[]
[]
[]
[]
[]
[null,null,null,null,null,null,{"$f":"F40","v":0},{"$f":"F43","v":0},null,{"$f":"F41","v":0},{"$f":"F42","v":0}]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
["5.5. Wnioski z analizy konkurencji",null,null,null,null,null,"5.6. Wnioski z analizy map pozycjonowania"]
[]
[]
[]
[]
[]
[]
["5.7. Bazowa strategia konkurencji",null,null,null,null,null,"5.8. Kluczowe czynniki pozycjonowania"]

{"sheet":"Marketing mix","index":6,"n_rows":70,"n_cols":12,"rows_kept":70,"cut":false,"hidden":false,"merged":[[17,0,17,1],[20,0,20,1],[29,0,30,1],[21,0,22,1],[27,0,28,1],[25,0,26,1],[23,0,24,1],[0,0,0,13],[4,0,4,1],[3,7,3,8],[4,7,4,8],[3,9,4,13],[3,2,4,6],[2,0,2,6],[3,0,3,1],[5,0,5,1],[6,0,6,1],[7,0,7,1],[8,0,8,1],[11,0,11,1],[12,0,12,1],[10,0,10,8],[8,7,8,8],[12,5,12,7],[12,2,12,4],[5,2,6,6],[5,9,6,13],[16,8,16,10],[12,11,12,13],[11,11,11,13],[15,8,15,10],[11,8,11,10],[7,2,8,6],[11,5,11,7],[11,2,11,4],[7,7,7,8],[12,8,12,10],[14,8,14,10],[13,8,13,10],[6,7,6,8],[5,7,5,8],[7,9,8,13],[17,11,17,13],[13,11,13,13],[14,11,14,13],[15,11,15,13],[16,11,16,13],[15,2,15,4],[16,2,16,4],[13,0,13,1],[13,2,13,4],[14,0,14,1],[14,2,14,4],[17,8,17,10],[13,5,13,7],[14,5,14,7],[15,5,15,7],[17,5,17,7],[16,5,16,7],[15,0,15,1],[21,2,22,3],[21,4,22,5],[21,6,22,7],[17,2,17,4],[20,2,20,3],[20,4,20,5],[20,6,20,7],[19,0,19,6],[16,0,16,1],[25,4,26,5],[25,6,26,7],[27,4,28,5],[27,6,28,7],[27,2,28,3],[23,2,24,3],[23,4,24,5],[23,6,24,7],[25,2,26,3],[34,0,34,5],[36,0,36,5],[37,1,37,3],[37,4,37,6],[29,2,30,3],[29,6,30,7],[29,4,30,5],[37,7,37,9],[37,10,37,12],[38,1,38,2],[38,4,38,5],[38,7,38,8],[38,10,38,11],[39,10,39,11],[40,1,40,2],[40,4,40,5],[40,7,40,8],[40,10,40,11],[39,1,39,2],[39,4,39,5],[39,7,39,8],[42,7,42,8],[42,10,42,11],[41,1,41,2],[41,4,41,5],[41,7,41,8],[41,10,41,11],[44,0,44,5],[45,0,45,4],[46,0,46,4],[47,0,47,5],[42,1,42,2],[42,4,42,5],[58,11,58,12],[48,0,53,5],[55,0,55,5],[56,0,60,5],[56,7,56,10],[59,7,59,10],[38,0,42,0],[63,0,69,3],[59,11,59,12],[60,7,60,10],[60,11,60,12],[62,0,62,5],[56,11,56,12],[57,7,57,10],[57,11,57,12],[58,7,58,10]]}
["6. Marketing mix "]
[]
["6.1. Powiązanie elementów marketingu mix "]
["Produkt ",null,null,null,null,null,null,"Cena"]
["a cena",null,null,null,null,null,null,"a dystrybucja"]
["Produkt ",null,null,null,null,null,null,"Cena "]
["a dystybucja",null,null,null,null,null,null,"a komunikacja"]
["Produkt ",null,null,null,null,null,null,"Dystrybucja"]
["a komunikacja",null,null,null,null,null,null,"a komunikacja"]
[]
["6.2. Podział budżetu marketingu mix w bieżącym roku (w tys. zł)"]
["Marka / Marketing mix",null,"Budżet produktu/marki",null,null,"Budżety cenowe (rabaty)",null,null,"Budżet rozwoju dystrybucji",null,null,"Budżet komunikacyjny"]
[]
[]
[]
[]
[]
["BUDŻET OGÓŁEM",null,{"$f":"SUM(C13:E17)","v":0},null,null,{"$f":"SUM(F13:H17)","v":0},null,null,{"$f":"SUM(I13:K17)","v":0},null,null,{"$f":"SUM(L13:N17)","v":0}]
[]
["6.3. Rozwój budżetów marketingu mix w kolejnych latach"]
["Element ",null,{"$f":"'Analiza rynku'!E4","v":0},null,{"$f":"C21+1","v":1},null,{"$f":"C21+2","v":2}]
["Produkt",null,{"$f":"C18","v":0}]
[]
["Cena",null,{"$f":"F18","v":0}]
[]
["Dystrybucja",null,{"$f":"I18","v":0}]
[]
["Promocja",null,{"$f":"L18","v":0}]
[]
["OGÓŁEM",null,{"$f":"SUM(C22:D29)","v":0},null,{"$f":"SUM(E22:F29)","v":0},null,{"$f":"SUM(G22:H29)","v":0}]
[]
[]
[]
[]
["6.4. Elementy marketingu mix"]
[]
["6.4.1. Struktura asortymentu produktów (w %)"]
["Faza","Wprowadzenie produktu",null,null,"Rozwój produktu",null,null,"Dojrzałość produktu",null,null,"Schyłek produktu"]
["Produkt"]
[]
[]
[]
[]
[]
["6.4.2. Polityka cenowa"]
["Pozycja cenowa firmy (w skali od 1 do 10)"]
["Postrzegana przez klienta jakość (w skali od 1 do 10)"]
["Opis polityki cenowej"]
[]
[]
[]
[]
[]
[]
[]
["6.4.3. Struktura kanałów dystrybucji"]
[null,null,null,null,null,null,null,"Rodzaj kanału",null,null,null,"% sprzedaży"]
[]
[]
[]
[]
[]
["6.4.4. Narzędzia komunikacji marketingowej"]
[null,null,null,null,"Instrument","Udział %"]
[null,null,null,null,"Reklama"]
[null,null,null,null,"Public relations"]
[null,null,null,null,"Promocja sprzedaży"]
[null,null,null,null,"Sprzedaż osobista"]
[null,null,null,null,"Marketing bezpośredni"]
[null,null,null,null,"Suma",{"$f":"F65+F66+F67+F68+F69+H70","v":0}]

{"sheet":"Wdrażanie","index":7,"n_rows":92,"n_cols":9,"rows_kept":92,"cut":false,"hidden":false,"merged":[[2,0,2,2],[7,1,9,1],[7,2,9,2],[10,1,12,1],[13,1,15,1],[10,2,12,2],[13,2,15,2],[16,1,18,1],[0,0,0,8],[24,0,24,2],[89,5,89,8],[60,0,60,3],[4,1,6,1],[4,2,6,2],[4,0,6,0],[7,0,9,0],[10,0,12,0],[63,5,63,6],[63,7,63,8],[64,5,64,6],[64,7,64,8],[13,0,15,0],[61,5,61,6],[61,7,61,8],[62,5,62,8],[16,2,18,2],[16,0,18,0],[69,0,69,3],[67,5,67,6],[67,7,67,8],[68,5,68,6],[68,7,68,8],[65,5,65,6],[65,7,65,8],[66,5,66,6],[66,7,66,8],[71,0,71,3],[71,5,71,8],[72,0,72,2],[72,5,72,6],[72,7,72,8],[69,5,69,6],[69,7,69,8],[70,0,70,2],[70,5,70,6],[70,7,70,8],[73,0,73,2],[73,5,73,6],[73,7,73,8],[74,0,74,2],[74,5,74,6],[74,7,74,8],[75,0,75,2],[75,5,75,6],[75,7,75,8],[76,0,76,2],[76,5,76,6],[76,7,76,8],[77,0,77,2],[77,5,77,6],[77,7,77,8],[78,0,78,2],[78,5,78,6],[78,7,78,8],[79,0,79,2],[79,5,79,6],[79,7,79,8],[80,0,80,2],[80,5,80,6],[80,7,80,8],[86,0,86,2],[86,5,86,6],[86,7,86,8],[82,0,82,2],[82,5,82,6],[82,7,82,8],[83,0,83,2],[83,5,83,6],[83,7,83,8],[84,0,84,3],[84,5,84,8],[81,0,81,2],[81,5,81,6],[81,7,81,8],[88,7,88,8],[88,0,88,2],[88,5,88,6],[60,5,60,8],[87,0,87,2],[87,5,87,6],[85,0,85,2],[85,5,85,6],[85,7,85,8],[87,7,87,8],[91,0,91,2],[91,5,91,6],[91,7,91,8],[89,0,89,2],[90,0,90,2],[90,5,90,6],[90,7,90,8]]}
["7. Wdrażanie i kontrola"]
[]
["7.1. Plan wdrożenia"]
["Lp.","Obszar strategiczny","Cel strategiczny","Cel taktyczny","Odpowiedzialny","Nazwa projektu","Rozpoczęcie zadania","Czas trwania (dni)","Wskaźniki kontrolne"]
[1]
[]
[]
[2]
[]
[]
[3]
[]
[]
[4]
[]
[]
[5]
[]
[]
[]
[]
[]
[]
[]
["   7.2. Harmonogram projektów"]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
["7.3. Zmiany wartościowego i ilościowego udziału w rynku",null,null,null,null,"7.4. Plan kontroli (przewidywane wartości) w tys. zł"]
[null,null,null,null,null,"Element",null,"Dane rynkowe"]
[null,null,null,null,null,"DANE RYNKOWE"]
[null,null,null,null,null,"Wartość rynku w ubiegłym roku"]
[null,null,null,null,null,"Wartość rynku w bieżącym roku"]
[null,null,null,null,null,"Wolumen rynku w ubiegłym roku"]
[null,null,null,null,null,"Wolumen rynku w bieżącym roku"]
[null,null,null,null,null,"Wydatki na reklamę w ubiegłym roku"]
[null,null,null,null,null,"Liczba sklepów danej kategorii "]
["7.5. Planowane wskaźniki marketingowe",null,null,null,null,"Sprzedaż zrealizowana przez lidera rynku "]
["Wskaźnik",null,null,"Wartość",null,"Wolumen lidera rynku "]
["WSKAŹNIKI STRATEGICZNE",null,null,null,null,"DANE WEWNĘTRZNE"]
["Intensywność komunikacji na rynku (%)",null,null,{"$f":"H68/H65","v":{"$error":"#DIV/0!"}},null,"Sprzedaż zrealizowana przez firmę w ubiegłym  roku"]
["Dynamika rynku (%)",null,null,{"$f":"H65/H64","v":{"$error":"#DIV/0!"}},null,"Sprzedaż zrealizowana przez firmę w bieżącym roku"]
["Dynamika sprzedaży (%)",null,null,{"$f":"H74/H73","v":{"$error":"#DIV/0!"}},null,"Wolumen sprzedaży zrealizowanej przez firmę w ubiegłym roku"]
["Dynamika wolumenu sprzedaży (%)",null,null,{"$f":"H76/H75","v":{"$error":"#DIV/0!"}},null,"Wolumen sprzedaży zrealizowanej przez firmę w bieżącym roku"]
["Wartościowy udział w rynku (%)",null,null,{"$f":"H74/H65","v":{"$error":"#DIV/0!"}},null,"Wydatki firmy na reklamę w bieżącym roku"]
["Ilościowy udział w rynku (%)",null,null,{"$f":"H76/H67","v":{"$error":"#DIV/0!"}},null,"Planowana liczba odbiorców przekazu "]
["Średnia cena rynkowa (tys. zł)",null,null,{"$f":"H74/H76","v":{"$error":"#DIV/0!"}},null,"Planowana liczba reakcji "]
["Indeks cenowy (%)",null,null,{"$f":"(H70/H71)/D79","v":{"$error":"#DIV/0!"}},null,"Planowana liczba zamówień "]
["Share of spending (%)",null,null,{"$f":"H77/H68","v":{"$error":"#DIV/0!"}},null,"Liczba sklepów sprzedających produkty firmy"]
["Wskaźnik komunikacja / sprzedaż (%)",null,null,{"$f":"H77/H74","v":{"$error":"#DIV/0!"}},null,"Planowana liczba utraconych klientów "]
["CPT (zł)",null,null,{"$f":"(H77/H78)*1000","v":{"$error":"#DIV/0!"}},null,"Planowana liczba deklarujących zakup marki"]
["CPS (zł)",null,null,{"$f":"H77/H84","v":{"$error":"#DIV/0!"}},null,"Liczba klientów firmy ogółem"]
["WSKAŹNIKI TAKTYCZNO-OPERACYJNE",null,null,null,null,"DANE Z BADAŃ MARKETINGOWYCH"]
["Wskaźnik reakcji (%)",null,null,{"$f":"H79/H78","v":{"$error":"#DIV/0!"}},null,"Liczba badanych konsumentów "]
["Wskaźnik konwersji (%)",null,null,{"$f":"H80/H79","v":{"$error":"#DIV/0!"}},null,"Liczba pamiętających markę "]
["Dystrybucja numeryczna (%)",null,null,{"$f":"H81/H69","v":{"$error":"#DIV/0!"}},null,"Liczba pamiętających reklamę "]
["Świadomość marki (%)",null,null,{"$f":"H87/H86","v":{"$error":"#DIV/0!"}},null,"Liczba deklaracji chęci zakupu"]
["Świadomość reklamy (%)",null,null,{"$f":"H88/H86","v":{"$error":"#DIV/0!"}},null,"DANE WEJŚCIOWE - UDZIAŁ W RYNKU W ROKU UBIEGŁYM"]
["Intencja zakupu (%)",null,null,{"$f":"H89/H86","v":{"$error":"#DIV/0!"}},null,"Wartościowy udział w rynku w ubiegłym roku",null,{"$f":"H73/H64","v":{"$error":"#DIV/0!"}}]
["Wskaźnik lojalności klientów (%)",null,null,{"$f":"H83/H84","v":{"$error":"#DIV/0!"}},null,"Ilościowy udział w rynku w ubiegłym roku",null,{"$f":"H75/H66","v":{"$error":"#DIV/0!"}}]

{"sheet":"Streszczenie","index":8,"n_rows":57,"n_cols":14,"rows_kept":57,"cut":false,"hidden":false,"merged":[[34,10,34,13],[44,10,45,13],[50,10,51,13],[52,10,53,13],[54,10,55,13],[56,10,57,13],[38,10,39,13],[40,10,41,13],[42,10,43,13],[46,10,47,13],[48,10,49,13],[67,9,67,13],[58,10,59,13],[60,10,61,13],[62,10,63,13],[53,5,55,7],[56,5,58,7],[60,1,62,3],[63,1,65,3],[66,1,68,3],[66,9,66,13],[64,10,65,13],[60,5,62,7],[63,5,65,7],[42,0,43,6],[38,0,39,6],[40,0,41,6],[66,5,68,7],[50,1,52,3],[53,1,55,3],[56,1,58,3],[50,5,52,7],[0,0,0,13],[2,0,2,3],[2,7,2,10],[3,0,3,2],[3,3,3,5],[3,7,3,9],[4,0,4,2],[4,3,4,5],[4,7,4,9],[5,0,5,2],[5,3,5,5],[5,7,5,9],[8,7,8,9],[10,0,10,5],[11,0,11,1],[12,0,12,1],[6,0,6,2],[6,3,6,5],[6,7,6,9],[7,7,7,9],[17,0,17,2],[18,0,18,1],[19,0,19,2],[20,0,20,1],[13,0,13,2],[14,0,14,1],[15,0,15,2],[16,0,16,1],[25,0,25,1],[26,0,26,1],[27,0,27,1],[28,0,28,1],[21,0,21,2],[22,0,22,2],[23,0,23,1],[24,0,24,5],[33,0,33,13],[36,0,37,6],[46,0,46,3],[48,2,48,4],[34,0,34,3],[29,0,29,1],[30,0,30,2],[31,0,31,1],[32,0,32,2],[36,10,37,13]]}
["8. Streszczenie menedżerskie"]
[]
["8.1. Informacje podstawowe",null,null,null,null,null,null,"8.2. Założenia makroekonomiczne"]
["Plan przygotował:",null,null,null,null,null,null,"Wskaźnik",null,null,{"$f":"C12","v":-1},{"$f":"D12","v":0},{"$f":"E12","v":1},{"$f":"F12","v":2}]
["Plan zatwierdził:",null,null,null,null,null,null,"Wzrost PKB (%)"]
["Data ostatniej aktualizacji:",null,null,null,null,null,null,"Wzrost spożycia indywidualnego (%)"]
["Bazowa waluta planu:",null,null,null,null,null,null,"Inflacja średnioroczna (%)"]
[null,null,null,null,null,null,null,"Kurs euro (w zł)"]
[null,null,null,null,null,null,null,"Podatek dochodowy od firm (%)"]
[]
["8.3. Prognoza sprzedaży"]
["Element",null,{"$f":"PLAN!F9-1","v":-1},{"$f":"PLAN!F9","v":0},{"$f":"PLAN!G9","v":1},{"$f":"PLAN!H9","v":2}]
["Wartość rynku (tys. zł)",null,{"$f":"'Analiza rynku'!D5","v":0},{"$f":"'Analiza rynku'!E5","v":0},{"$f":"'Analiza rynku'!F5","v":0},{"$f":"'Analiza rynku'!G5","v":0}]
["Dynamika rynku w zł (%)",null,null,{"$f":"D13/C13","v":{"$error":"#DIV/0!"}},{"$f":"E13/D13","v":{"$error":"#DIV/0!"}},{"$f":"F13/E13","v":{"$error":"#DIV/0!"}}]
["Wartość rynku (tys. euro)",null,{"$f":"C13/K8","v":{"$error":"#DIV/0!"}},{"$f":"D13/L8","v":{"$error":"#DIV/0!"}},{"$f":"E13/M8","v":{"$error":"#DIV/0!"}},{"$f":"F13/N8","v":{"$error":"#DIV/0!"}}]
["Dynamika rynku w euro (%)",null,null,{"$f":"D15/C15","v":{"$error":"#DIV/0!"}},{"$f":"E15/D15","v":{"$error":"#DIV/0!"}},{"$f":"F15/E15","v":{"$error":"#DIV/0!"}}]
["Sprzedaż (tys. zł)",null,{"$f":"'Analiza rynku'!D27","v":0},{"$f":"'Analiza rynku'!E27","v":0},{"$f":"'Analiza rynku'!F27","v":0},{"$f":"'Analiza rynku'!G27","v":0}]
["Dynamika sprzedaży w zł (%)",null,null,{"$f":"D17/C17","v":{"$error":"#DIV/0!"}},{"$f":"E17/D17","v":{"$error":"#DIV/0!"}},{"$f":"F17/E17","v":{"$error":"#DIV/0!"}}]
["Sprzedaż (tys. euro)",null,{"$f":"C17/K8","v":{"$error":"#DIV/0!"}},{"$f":"D17/L8","v":{"$error":"#DIV/0!"}},{"$f":"E17/M8","v":{"$error":"#DIV/0!"}},{"$f":"F17/N8","v":{"$error":"#DIV/0!"}}]
["Dynamika sprzedaży w euro (%)",null,null,{"$f":"D19/C19","v":{"$error":"#DIV/0!"}},{"$f":"E19/D19","v":{"$error":"#DIV/0!"}},{"$f":"F19/E19","v":{"$error":"#DIV/0!"}}]
["Udział w rynku (%)",null,{"$f":"C17/C13","v":{"$error":"#DIV/0!"}},{"$f":"D17/D13","v":{"$error":"#DIV/0!"}},{"$f":"E17/E13","v":{"$error":"#DIV/0!"}},{"$f":"F17/F13","v":{"$error":"#DIV/0!"}}]
["Sprzedaż a PKB",null,null,{"$f":"(D20/L5)*100","v":{"$error":"#DIV/0!"}},{"$f":"(E20/M5)*100","v":{"$error":"#DIV/0!"}},{"$f":"(F20/N5)*100","v":{"$error":"#DIV/0!"}}]
["Sprzedaż a spożycie indywidualne",null,null,{"$f":"(D20/L6)*100","v":{"$error":"#DIV/0!"}},{"$f":"(E20/M6)*100","v":{"$error":"#DIV/0!"}},{"$f":"(F20/N6)*100","v":{"$error":"#DIV/0!"}}]
[]
["8.4. Prognoza zysków"]
["Element",null,{"$f":"C12","v":-1},{"$f":"D12","v":0},{"$f":"E12","v":1},{"$f":"F12","v":2}]
["Rentowność sektora (%)"]
["Zysk brutto (tys. zł)"]
["Zysk brutto (tys. euro)",null,{"$f":"C28/K8","v":{"$error":"#DIV/0!"}},{"$f":"D28/L8","v":{"$error":"#DIV/0!"}},{"$f":"E28/M8","v":{"$error":"#DIV/0!"}},{"$f":"F28/N8","v":{"$error":"#DIV/0!"}}]
["Zysk netto (tys. zł)",null,{"$f":"C29*(1-K9)","v":{"$error":"#DIV/0!"}},{"$f":"D29*(1-L9)","v":{"$error":"#DIV/0!"}},{"$f":"E29*(1-M9)","v":{"$error":"#DIV/0!"}},{"$f":"F29*(1-N9)","v":{"$error":"#DIV/0!"}}]
["Dynamika zysku netto (%)",null,null,{"$f":"D30/C30","v":{"$error":"#DIV/0!"}},{"$f":"E30/D30","v":{"$error":"#DIV/0!"}},{"$f":"F30/E30","v":{"$error":"#DIV/0!"}}]
["EBIT (%)",null,{"$f":"C28/C17","v":{"$error":"#DIV/0!"}},{"$f":"D28/D17","v":{"$error":"#DIV/0!"}},{"$f":"E28/E17","v":{"$error":"#DIV/0!"}},{"$f":"F28/F17","v":{"$error":"#DIV/0!"}}]
["Realna dynamika zysku netto (%)",null,null,{"$f":"D31-L7","v":{"$error":"#DIV/0!"}},{"$f":"E31-M7","v":{"$error":"#DIV/0!"}},{"$f":"F31-N7","v":{"$error":"#DIV/0!"}}]
[]
["8.5. Cele marketingowe",null,null,null,null,null,null,null,null,null,"8.7. Kluczowe projekty"]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
[]
["8.6. Wybrane strategie marketingowe"]
[]
[null,null,"ekspansja rynkowa"]
[]
[]
[]
[]
[]
[]
["wzbogacenie"]
["    oferty"]