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GVHD: TS. Nguyn Thanh Lim

MC LC
GII THIU CHUNG
I. LCH S HNH THNH V PHT TRIN ...........................................................4 II. THNH TCH ............................................................................................................5 III. VIN CNH & S MNH .....................................................................................8
III.1. CC GI TR CT LI ..............................................................................................8 III.2. VIN CNH ...............................................................................................................15 III.3. S MNH ..................................................................................................................15 III.4. NGUYN TC CH O .........................................................................................16

IV. TH TRNG .......................................................................................................16 V. SN PHM .............................................................................................................19

V.1. NGNH NGH...........................................................................................................19 V.2. CC SN PHM CHNH..........................................................................................19 V.3. NHN HIU................................................................................................................21

MI TRNG BN NGOI
VI. PHN TCH MI TRNG V M ...................................................................26
VI.1. MI TRNG KINH T .........................................................................................26 VI.2. MI TRNG NHN KHU HC .......................................................................33 VI.3. MI TRNG CHNH TR.....................................................................................34 VI.4. MI TRNG PHP LUT...................................................................................35 VI.5. MI TRNG CNG NGH ................................................................................36 VI.6. MI TRNG VN HA.......................................................................................39

VII. PHN TCH NM LC LNG CNH TRANH ..........................................39

VII.1. I TH CNH TRANH TIM TNG .................................................................40 VII.2. I TH CNH TRANH TRONG NGNH.........................................................41 VII.3. NNG LC THNG LNG CA NH CUNG CP..................................43 VII.4. NNG LC THNG LNG CA NGI MUA ........................................43 VII.5. CC SN PHM THAY TH ................................................................................43

VIII. CHU K NGNH................................................................................................43 IX. LC LNG DN DT NGNH .....................................................................44

Nhm SMLs -1Levi Strauss & Co.

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GVHD: TS. Nguyn Thanh Lim

X. CC NHN T THEN CHT CHO THNH CNG .......................................45 XI. NH GI MI TRNG BN NGOI..........................................................46

MI TRNG BN TRONG
XII. CHIN LC HIN TI ....................................................................................50 XIII. IM MNH IM YU ...................................................................................51
XIII.1. im mnh ..............................................................................................................51 XIII.2. im yu..................................................................................................................52

XIV. CC KHI C BN TO LI TH CNH TRANH...................................52

XIV.1. Hiu qu vt tri ..................................................................................................52 XIV.2. Cht lng vt tri..............................................................................................54 XIV.3. Ci tin vt tri ....................................................................................................54 XIV.4. p ng khch hng vt tri.............................................................................55

XV. CC NGUN LC V KH NNG TIM TNG ........................................55

XV.1. Ngun lc hu hnh................................................................................................55 XV.2. Ngun lc v hnh...................................................................................................63

XVI. CHUI GI TR V S SNG TO GI TR..............................................70

XVI.1. Cc hot ng chnh .............................................................................................70 XVI.2. Cc hot ng h tr ............................................................................................74 XVI.3. Khai thc ngoi lc ................................................................................................82

XVII. NNG LC CT LI ......................................................................................84

PHN TCH CHIN LC

XVIII. CHIN LC CP KINH DOANH ..............................................................88 XIX. CHIN LC TRONG MI TRNG TON CU ...................................90
XIX.1. Sc p a phng ...............................................................................................90 XIX.2. Sc p chi ph ........................................................................................................91 XIX.3. La chn chin lc .............................................................................................92 XIX.4. Phng thc thm nhp ......................................................................................93

XX. CHIN LC CNG TY...................................................................................94

XX.1. Tp trung vo mt lnh vc kinh doanh n l ..................................................94 XX.2. Chin lc u t vo cc n v kinh doanh SBU..........................................95 XX.3. Chin lc thm nhp th trng.........................................................................95
Nhm SMLs -2Levi Strauss & Co.

Qun tr chin lc

GVHD: TS. Nguyn Thanh Lim

I. LCH S HNH THNH V PHT TRIN

Nm 1853, Levi Strauss n San Francisco bn qun o v vi. Thc ra khng phi l cc sn phm chn mm v khn tri bn lm cho Levi tr nn ni ting vi thng hiu tn ti hn 150 nm, m thc ra l nhng chic qun Levi's do th m California ln u tin mc. Nhng nm 1850, San Francisco cn trong thi chin tranh. Ngi dn l lt ko nhau b thnh ph tm vn may cc vng o vng. Nm 1853, lc ny Levi Strauss mi ch 24 tui n San Francisco m chi nhnh bn qun o cho anh trai ti cc vng ven bin min Ty. u tin Levi bn qun v o, cng nh l khn tay v ph tng cho qun o. Mt trong nhng khch hng mua vi ph kin cho qun o l mt thy th tn l Jacob David n t Nevada. Jacob c mt khch hng lun lun lm rch qun v v anh ta cng yu cu Jacob lm cch no chic qun khng b rch na. V nhng chic inh tn bng ng s lm cho ti qun chc thm, nn Jacob may thm chng vo cc ng mp ca qun nh gc ti qun v ng may cui cng ca chic khuy qun, v Jacob c mt sn phm c o. Khi Jacob khng th chi tr c 68$ tin ng k bn quyn, Jacob vit th tay cho Levi ngh c 2 cng tr khon tin ny. Levi mt nh kinh doanh khn ngoan, nhanh chng nhn thy tim nng ca mn hng mi m v ho hng chp ly thi c ny. Nm 1873, Levi v Jacob nhn c giy ng k bn quyn, h cng nhau sn xut ra nhng chic qun b mu xanh c inh tn bng ng c bit n tn ngy hm nay. Trong mt thi gian ngn, tt c ngi lao ng u mua loi qun mi ny v lan rng khp ni vi cu ni "y l qun Levi's v bn ca n th khng loi no snh kp". Khong nm 1890, nhng chic qun ny c nh s l "501". Cng vi thi gian, chic qun ym Levi's nhanh chng ph bin khp ni v Levi Strauss & Co cng ni ting vi sn phm c o v cc hot ng kinh doanh. Levi l mt ngi t nn tng cho cng ty, ng ch bn sn phm tt nht vi gi c phi chng. ng i x vi nhn vin rt tt v nghim khc. V ng cng thng th hin trch nhim ca mnh i vi x hi. Trong sut cuc i mnh Levi Strauss ho phng ng h tin cho cc t chc x hi, ng ni ting l ngi rng
Nhm SMLs -4Levi Strauss & Co.

Qun tr chin lc

GVHD: TS. Nguyn Thanh Lim

lng v c bit quan tm n th h tr. Trong nhng nm u tin San Francisco v ngay c khi ng bt u lm cng vic kinh doanh, Levi tng 5$ cho tri mi ci San Francisco (tng ng vi hn 100$ hin nay). Cho n tn sau ny ng vn tip tc lm vic thin v nm 1902, trc khi cht, Levi li 28 sut hc bng cho trng i hc Berkeley, California. Nhiu bo a tin v ci cht ca Levi trn trang nht v dng tt trn bo San Francisco vit: "Levi Strauss nh thng nhn v nh nhn c, cht mt cch bnh yn ti nh". Levi khng ch l ngi a chic qun b xanh n vi th gii, ng cn l tm gng v o c trong gii lnh o kinh doanh c trch nhim vi x hi. Hnh ng i x tt vi x hi ca Levi Strauss vn tip tc ko di. Hn 50 nm sau, qu Levi Strauss vn tip tc ng h v lm cho x hi thay i. Ngay t ngy khi u, t chc chi hng chc triu la cho cc hot ng t thin khp th gii, gip cc gia nh kh khn. Nm 2008 c xem l mt nm ng bun ca Levi, Gim c ti chnh ca hng qun jeans ni ting th gii Levi Strauss Bill Chiasson chnh thc thi vic sau nhiu n lc gii ngn mn n khng l 2,2 t dollars khng thnh. Hin nay, Levi Strauss ang gp kh nhiu kh khn v ti chnh do khng th cnh tranh ni vi cc mc qun o jeans r tin khc dnh cho gii tr. Trong thi gian gn y, doanh s bn hng ca Levi Strauss gim xung ng k. Uy tn v thanh danh ca cng ty cng t l thun vi doanh s bn hng. cu vn tnh hnh ti chnh khng my sng sa ny, lnh o cng ty quyt nh cho ng ca mt s nh my ti M v Canada ng thi ct gim hng nghn nhn vin. Hin nay, Levi Strauss chuyn a im kinh doanh sang mt s nc ang pht trin, ni c ngun nhn cng tng i r v th trng tiu th tng i kh quan. ***

II. THNH TCH

T khi thnh lp cho n nay, LS & Co. t c nhng thnh tch v gii thng ni bt nh sau: 1968 Walter A. Haas, Jr c b nhim lm Ch tch Lin minh doanh nhn quc gia ca Johnson (Johnson's National Alliance of Businessmen)

Nhm SMLs

-5-

Levi Strauss & Co.

Qun tr chin lc

GVHD: TS. Nguyn Thanh Lim

1984 LS & CO nhn c gii thng the Lawrence A. Wien Prize v trch nhim x hi doanh nghip. 1985 gia nh nh Haas nhn c gii thng the Alexis De Tocqueville Award t United Way, cng nhn cho thnh tch xut sc trong hot ng t thin. LS & CO chin thng gii thng the Governor's Committee Media / Advertising t Vn phng bang New York ca Nhng ngi ng h ngi khuyt tt (Advocates for the Disabled), cho cc hot ng tch cc v ngi tn tt ca cng ty trong qung co truyn hnh "501 Blues". 1989 LS & CO nhn c gii thng Dively Award ca i hc Harvard dnh cho Sng kin cho Cng ng ca Doanh nghip. 1993 LS & CO nhn c gii thng the Maud and Ballington Booth Award, gii thng t Cc tnh nguyn vin ca M cho Cc dch v c sc v nhn o. Tp ch Advertising Age tuyn b qung co Levi's Women Breaking the Mold l mt trong nhng qung co quan trng nht c gii thiu trong 50 nm qua. Theo tp ch ny, qung co ph v nn tng mi trong qung co ca M bng vic xa b ht cc khun mu v ph n. Tp ch Business Ethics ch nh LS & CO l mt trong ba cng ty ginh chin thng gii thng Excellence in Ethics (gii thng xut sc v o c doanh nghip) 1994 The Council on Economic Priorities chn LS & CO nhn Americas Corporate Conscience Award for International Commitment - gii thng lng tm doanh nghip ca M cho cc cam kt quc t. Cc nhn vin ti Trung tm Dch v khch hng Canton, Miss., c Nh Trng v Quc hi tn vinh v cc cng vic tnh nguyn h tr cho tr em v cc gia nh trong cng ng Canton v Jackson. S Lao ng v Vic lm Philippine trao cho LS & CO. gii thng Most Outstanding Family Welfare Programs Chng trnh phc li gia nh xut sc nht trong danh mc cc cng ty c 500 - 1000 nhn vin. 1995 gia nh Haas nhn c gii thng Lifetime Achievement Award from The Business Enterprise Trust - Thnh tu Trn i t Tn nhim doanh nghip kinh
Nhm SMLs -6Levi Strauss & Co.

Qun tr chin lc

GVHD: TS. Nguyn Thanh Lim

doanh, cho vic cung cp kh nng lnh o x hi vng vng trong khi thch nghi thnh cng vi tnh khc nghit ca cnh tranh ton cu" 1996 Trung tm v s thay i cho x hi khng c bo lc Martin Luther King Jr. trao cho LS & CO gii thng the 1996 Management Social Responsibility Award Trch nhim x hi qun l nm 1996. Union of Needletrades, Industrial and Textile Employees (UNITE) (i din ca nhiu c s sn xut c s hu v iu hnh bi LS & Co) c gii thng s hp tc duy nht gia LS & CO v UNITE. 1997 LS & CO nhn c gii thng the Organizational Award for a Large Business, gii thng doanh nghip cho cc cng ty ln t the Centers for Disease Control. LS & CO nhn c gii thng the Quality of Life Award, gii thng cht lng cuc sng t trng i hc Auburn. 1998 Levi Strauss & Co nhn c gii thng the Ron Brown Award for Corporate Leadership, gii thng Ron Brown u tin dnh cho Lnh o doanh nghip. Gim c iu hnh Bob Haas nhn gii thng cho cng ty ti bui l Nh Trng v c trao bi tng thng Clinton. 2000 The Council on Economic Priorities xp hng LS & CO ng u trong s 320 cng ty trong mt cuc kho st trch nhim x hi doanh nghip. LS & CO nhn c im A trong mc nh gi: lm t thin, minh bch, phc li gia nh, tin b cho cc tc ngi thiu s, tin b cho ph n v cc vn v ni lm vic. LS & CO nhn c gii thng the Salus Puplica Award ca Hungary, cng nhn cc hot ng ca cng ty trong cng tc phng chng HIV / AIDS ti Hungary. 2001 Qu ti tr Levi Strauss trao gii thng Legacy u tin ca qu gio dc qua mng ca n doanh nhn cho D n Thay i (Project Change). LS & CO nhn c gii thng doanh nghip t San Francisco Beautiful, cng b trong l khai mc Ngy cng ng nm 2000. 2002 LS & CO v qu ti tr Levi Strauss nhn gii thng the YouthAIDS Corporate Citizenship Award, vi t cch l cng ty v qu ti tr LS cho 20 nm lnh o v h tr cc chng trnh gio dc v phng chng HIV/AIDS. 2004 Tng gim c Bob Haas nhn c gii thng the Points of Light Foundations George Bush Corporate Leadership Award v cc cam kt mnh m ca
Nhm SMLs -7Levi Strauss & Co.

Qun tr chin lc

GVHD: TS. Nguyn Thanh Lim

mnh cho vic lm tnh nguyn, thng qua cc tm gng c nhn v ti tr cho cc chng trnh nhn vin. Qu ti tr ca Levi Strauss nhn c gii thng the Gloria Corporate Philanthropy Award t Ms. Foundation. 2005 Hip hi Bc California World Affairs trao cho LS & CO gii thng 2005 cho quyn cng dn ca doanh nghip trong nn kinh t ton cu. i hi ln th t trn th gii v Lut Gia nh v quyn Tr em c gii thng cho LS & CO cho cc n lc ca cc cng ty chng li vic s dng lao ng tr em thng qua cc iu khon Cam kt. 2006 Hip hi may mc v Da giy M (AAFA) tn vinh LS & CO vi gii thng the 2006 Excellence in Social Responsibility Award, gii thng xut sc v Trch nhim x hi nm 2006 trong lnh vc Cc chng trnh sng to ni lm vic. Gii thng cng nhn cc cng ty cho cc hot ng thc tin tt nht ca h trong nhiu lnh vc v quyn cng dn doanh nghip, nh hng tch cc n nhn vin, doanh nghip v cng ng. LS & CO c cng nhn cho s hp tc ca n vi qu ti tr chu ci thin cuc sng ca nhng n cng nhn di c tnh Qung ng Trung Quc. 2007 Qu bnh AIDS San Francisco cng nhn LS & CO t gii thng Lnh o c uy tn, cho cam kt hn 25 nm ca cng ty v cuc chin chng HIV/AIDS. ***

III. VIN CNH & S MNH

Cc gi tr v vin cnh Chng li chng ti hng ti mc tiu trch nhim cng dn v thng mi. III.1. CC GI TR CT LI Cc gi tr l nguyn tc c bn cho s thnh cng ca cng ty. l nn tng ca cng ty, xc nh r cng ty l ai v to lp nn s cnh tranh cho cng ty. Cng ty tn ti trn c s: vin cnh ca cng ty trong tng lai, cc chin lc kinh doanh ca cng ty v cc quyt nh, hnh ng cng nh thi ca h. Levi sng cn bng nhng th . Chng tn ti mi mi.

Nhm SMLs

-8-

Levi Strauss & Co.

Qun tr chin lc

GVHD: TS. Nguyn Thanh Lim

Bn gi tr ct li c xem nh tri tim ca Levi Strauss & Co. l: S cm thng, Tnh sng to, Tnh chnh trc v S dng kh. Bn gi tr ny lin kt vi nhau. Trong lch s ca cng ty, chng ta s bit c nhng cu chuyn cho thy lm th no m cc gi tr ct li li kt dnh vi nhau v tr thnh gc r thnh cng ca cng ty. S cm thng i bng i giy ca ngi khc S cm thng bt ngun t vic lng nghe quan tm n th gii xung quanh thu hiu, cm kch v tha mn nhu cu ca nhng ai m cng ty phc v, bao gm nhng ngi tiu dng, khch hng l, cc c ng v c nhng nhn vin. Levi Strauss v Jacob Davis lng nghe. Jacob l ngi th may u tin thit k vi bng dy, ch v inh tn kim loi thnh nhng b qun o vi dng v mnh m vo u nhng nm 1870, dnh cho nhng ngi th m ang cn nhng chic qun lu bn lm vic. Levi bt gp nhu cu ca Jacob v vic sng ch v sn xut hng lot sn phm ny, hng say m p tng v hin thc n vo trong i sng. Phn cn li l lch s: Hai ngi sng to ra ci s tr thnh trang phc ph bin nht trn th gii qun jeans. Lch s ca cng ty trn ngp nhng v d lin quan vic cng ty lun quan tm n th gii xung quanh. Cng ty lng nghe. Cng ty i mi. Cng ty phn hi. u nm 1936, cng ty nc M tin hnh qung co Ty Ban Nha, B o Nha v Trung Quc, nhm n nhm ngi tiu dng thng hay n mc li thi. Vo nhng nm 1930, nhng ngi tiu dng phn nn rng nhng chic inh tn kim loi trn chic ti ng sau lng qun jean thng hay lm rch c, yn nga v ch ngi trong xe. V th cng ty thit k li cch may ti, t inh tn di mt vi. Nm 1982, mt nhm nhn vin trong cng ty yu cu nh qun l cp cao gip h hiu bit v mt cn bnh mi m v cht ngi, nh hng ti cuc sng ca h. Cng ty nhanh chng tr thnh mt nh kinh doanh tin phong trong vic truyn b nhn thc gio dc v bnh AIDS.

Nhm SMLs

-9-

Levi Strauss & Co.

Qun tr chin lc

GVHD: TS. Nguyn Thanh Lim

Cng ty chy theo th trng, c ngha rng cng ty i bng i giy ca nhng ngi tiu dng. Trong nhng nm u, iu ny c ngha l cng ty lm ra nhng b qun o bn chc cho nhng ngi cng nhn Ty M. By gi th iu li mang ngha l lng trc nhu cu qun o thng thng ca phn ln nhng ngi tiu dng trn th gii. Thu hiu v tin on trc nhu cu hiu bit su sc khch hng l trung tm ca thnh cng trong hot ng thng mi ca cng ty. ng cm cng c ngha l cng ty bao trm, hin din nhiu ni. Nhng chic qun lm vic khe khon ca Levi Strauss c bn rng ri trn ton th gii, hn 110 quc gia. S ph bin ca chng cn c vo tnh c o v hp dn bnh qun ca chng. Nhng chic qun vt qua bin gii vn ha. Qun jean mang nhn hiu Levi's nhng chic qun khng c v khoe khoang khng ch dnh ring cho bt k mt b phn x hi no. Mi ngi u mc chng c. S bao trm l nn tng cho cc nim tin marketing khch hng v cch thc hot ng kinh doanh ca cng ty. Cng ty mang cc nhn hiu Levi's, Dockers and Signature by Levi Strauss & Co. n cho ngi tiu dng thuc mi la tui, mi phong cch sng trn ton cu. Cng ty phn chiu mt th gii a dng m cng ty ang phc v thng qua phm vi v s ph hp ca cc sn phm v cch m cng ty bn chng. Tng t nh th, lc lng lao ng ca cng ty phn nh th trng a dng, gip cho cng ty hiu v xc nh cc nhu cu tiu dng khc nhau. Cng ty coi trng s a dng vn ha, dn tc v phong cch sng. V cng ty tin tng vo nn gio dc thay i, kin thc, quan im v ti nng ca nhau. L nhng ng nghip, cc thnh vin trong cng ty tn tnh gip ngi khc t c nhng kt qu ngoi mong i. Cng ty d b nh hng bi mc tiu v li ch ca nhau, v cng ty phn u m bo cho thnh cng ca nhau thng qua s lnh o xut sc, pht trin ngh nghip v thc tin lm vic c tnh khch l. S cm thng cng c ngha l s cam kt, ha hn v lng yu thng,trc n. Tr li cho nhng ngi cng ty phc v v cng ng ni cng ty hot ng l mt phn ln trong chng ti l ai. Levi Strauss va l mt thng nhn ng thi cng l mt ngi giu lng nhn c mt nh lnh o c tinh thn cng dn lun tin tng su sc vo dch v cng ng. Truyn thng nhn t bc i lu i ca cng ty,
Nhm SMLs - 10 Levi Strauss & Co.

Qun tr chin lc

GVHD: TS. Nguyn Thanh Lim

quan tm n cng ng v tinh thn t nguyn ca nhn vin vn tip tc n hm nay v ng gp vo thnh cng trong kinh doanh ca cng ty. Tnh c o, sng to Lun i mi v ch thc Levi Strauss bt u iu ny v tip tc thc hin mi mi trong lch s ca mnh. Ngy nay, nhn hiu Levis l mt biu tng ng tin cy ca ngi M, c bit trn ton th gii. Bt ngun t Ty M gian kh, qun jeans Levis th hin s t do v c tnh. Chng rt tr trung. Mnh m v thch nghi, qun jeans c mc bi nhiu th h qua. Chng l biu tng ca s c lp, ch ngha dn ch, s thay i x hi v nim vui. Nhng chic qun jeans Levis l qun lm vic v cng l mt biu hin thi trang va thng thng va khc thng. Nhn chung, nhng c tnh v gi tr ny khin nhn hiu Levis khng ging nh nhng nhn hiu khc. i mi l du hiu phn bit trong lch s ca cng ty. Bt u vi nhng chic qun jeans Levis, tinh thn tin phong ngm vo trong tt c cc kha cnh hot ng kinh doanh ca cng ty i mi v sn phm, v marketing, v thc tin lm vic v trch nhim cng dn. To ra xu hng. Thit lp nhng tiu chun. Khng ngng ci tin thng qua s thay i. V d nh: Nm 1984 cng ty cho ra mt li mu qun nguyn bn jeans Levis Shrink-To-Fit 501 v thay i loi jeans. Ngoi vic marketing cho mu qun jeans 501 c nhum v cng cp thng qua qung co trn TV, cng ty cn gii thiu cc sn phm hon chnh c tnh i mi lin quan n cc k thut nh l git v ty trng. Tt c cc mu qun jeans Levis ngy cng ph bin, nhng sn phm ny lm thay i t ngt ci nhn v thi trang jeans trn ton th gii v thc s cung cp nng lng cho s pht trin ca Levi Strauss & Co. Vi s ra i ca nhn hiu Dockers vo nm 1986, cng ty to ra mt loi qun o thng thng hon ton mi m nc M, ni lin khong cch gia b vt v jeans. Mt nm sau, kaki nhn hiu Dockers tr thnh nhn hiu qun o c tc pht trin nhanh nht trong lch s. Sut nhng nm 1990, cng ty lm thay i trang phc lm vic ca cc nhn vin vn phng.
Nhm SMLs - 11 Levi Strauss & Co.

Qun tr chin lc

GVHD: TS. Nguyn Thanh Lim

Nm 2003, cng ty to ra mt nhn hiu mi cung cp cc qun o thng thng nhng kiu cch, thi trang cho nhm nhng khch hng hiu bit gi tr ngy cng tng trn ton th gii. c trnh lng u tin M, nhn hiu Signature by Levi Strauss & Co. l nhn hiu u tin cung cp jeans cht lng cao cho mi i tng n ng, ph n v tr em trn cc knh i chng M. Cng ty pht trin loi sn phm trong knh ny bng cch thit lp mt nh v marketing quan trng cha tng c cho jeans. V cng ty thc hin vic ny m khng lm suy sp n vic kinh doanh nhn hiu ch lc Levis. Gi y, hn bao gi ht, kin nh i mi v i mi mt cch c ngha l yu t then cht cho thnh cng trong kinh doanh ca cng ty. Mi trng kinh doanh ton cu th cnh tranh d di. Thng mi ton cu, giao tip tc thi v vic gia nhp th trng d dng l nhng tc ng t ra p lc cao hn cho vic khc bit ha nhn hiu v sn phm. pht trin khng ngng, cng ty buc phi thay i, cnh tranh bng nhng cch mi khc lin quan n thi gian vn chuyn. L ngi to lp v duy tr ti sn k tha ca Levi Strauss, cng ty phi nhn th gii bng con mt mi m, v s dng sc mnh ca cc tng ci tin mi th trong mi kha cnh cng vic kinh doanh ca cng ty, t nhng ci tin nh ti nhng pht minh hon ton mi. Cng ty phi to ra cc sn phm hi cc phm cht ct li ca nhn hiu l thoi mi, phong cch, gi tr v t do th hin nhng c tnh m ngi tiu dng rt yu thch. Tnh chnh trc Lm nhng iu ng o c v trch nhim x hi l nhng iu m t cch thc hot ng kinh doanh ca cng ty. Cng ty lun thnh tht v ng tin cy. Cng ty lun lm nhng g cng ty ni l cng ty sp lm. Tnh chnh trc bao hm n lc c gng lm nhng iu ng cho ton b nhn vin, nhn hiu, cng ty v x hi, thm ch ngay c khi c cc nguy c c nhn, ngh nghip v x hi hay p lc kinh t a da ti cng ty. Nguyn tc kinh doanh thnh cng mt cch c trch nhim ny c nhng vo kinh nghim thc tin ca cng ty. N tip tc l im neo u cho cc nim tin v thi ca cng ty ngy hm nay, v l mt trong nhng l do m khch hng tin tng vo nhn hiu ca cng ty. Cc c ng mong i cng ty c qun l theo cch ny. N lm tng sc mnh cho gi tr
Nhm SMLs - 12 Levi Strauss & Co.

Qun tr chin lc

GVHD: TS. Nguyn Thanh Lim

ca nhn hiu, to tng trng li nhun lin tc v thu nhp tt hn. Thc ra, kinh nghim hot ng ca cng ty cho thy rng cch tip cn kinh doanh li ch nh nguyn tc l mt li th cnh tranh ca cng ty. Cch thc hot ng da trn gi tr ny dn n s i mi: Cam kt cng bng trong c hi v a dng vic lm ca cng ty c t trc cuc vn ng v quyn cng dn ca M v xa b nn phn bit chng tc theo lnh ca chnh quyn lin bang. Cng ty m cc nh my mang tnh ha nhp (vi nhng ci trc kia b s phn bit chng tc tch ra) California vo nhng nm 1940. Nm 1960, cng ty kt hp nhu cu cho tng gia sn xut v mong mun ca cng ty c m cc nh my sn xut Nam M thnh mt c hi to ra s thay i; cng ty dn u ngnh bng cch gi i mt thng ip mnh m rng cng ty s khng t cc nh my mi cc thnh ph min Nam b buc phi chia tch. Cch thc ny lm thay i thi v gip m ra xu hng ha nhp cho nhng cng ty v ngnh khc. Nm 1991, cng ty tr thnh cng ty a quc gia u tin pht trin mt b chun mc o c ton din m bo rng mi c nhn lm ra sn phm bt k u trn th gii s c lm vic trong nhng iu kin lm vic lnh mnh v an ton v c i x mt cch nghim tc v tn trng. iu kin tuyn dng ca cng ty rt tt cho nhng ai lm vic cho cng ty v tt cho danh ting di hn ca nhn hiu cng ty. S tn nhim l gi tr quan trng nht ca mt nhn hiu. Khch hng cm thy yn tm hn i vi nhng nhn hiu m h c th tin tng. Hn na, h ang nm gi trch nhim ca cc doanh nghip khng ch v sn phm ca h m cn v cch chng c to ra v bn trn th trng. Cc nhn hiu ca Levi l chn tht, ng tin v c tn nhim, mt kt qu trc tip t cch cng ty vn hnh cng vic kinh doanh ca mnh. Tnh chnh trc c dt mt cch su sc vo tng th vi ca cng ty. Cng ty c nim tin lu di rng Cht Lng Khng Bao Gi Tch Khi Thi Trang. Sn phm ca cng ty c bo m . Cng ty lm ra sn phm bng cch y. Nhng cht lng cn vt ra ngoi gii hn sn phm: cng ty t cht lng vo tt c mi th cng ty to ra.
Nhm SMLs - 13 Levi Strauss & Co.

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S dng kh ng h cho nhng g chng ti tin tng Cn phi c dng kh tr nn v i. S dng kh l tinh thn sn sng thch thc li h thng cp bc, cc thc tin c chp nhn v s hiu bit theo thng l. Dng kh bao gm hnh ng ni tht v hnh ng mt cch kin quyt theo nim tin. N ngha l ng h cho nim tin ca chng ti. V d nh: Cn phi c dng kh thay i cng ty vo cui nhng nm 1940. Khi cng ty ra mt quyt nh kh gay go chuyn t kinh doanh bn s kh, hot ng kinh doanh ch yu ca cng ty vo thi gian , thay vo l tp trung vo vic sn xut v bn qun jeans, o khoc jean, o s mi jeans v ty. y l mt quyt nh c tm nhn xa mc d y mo him cho php cng ty c th pht trin v thnh cng, thnh vng. Vo nhng nm 1980, cng ty thc hin mt bc to bo nh th khi m rng knh phn phi M, bao gm hai chui bn l trong c nc, Sears v JCPenney. Cng ty mun cung cp cho khch hng tip cn hn vi sn phm ca cng ty. Bc i ny ko theo vic mt hot ng kinh doanh trong ngn hn v phn ng d di t mt vi khch hng mua l quan trng, nhng n chun b cho mt s pht trin ln lao. Cng ty cng biu hin dng kh ca mnh trong thc tin lm vic. Nm 1992, Levi Strauss & Co. tr thnh cng ty Fortune 500 u tin dnh cho cc nhn vin trong nc cc tr cp y t y . Trong khi vn ny b bn ci, tranh lun vo thi im nhng hnh ng ny bo hiu s tn thnh tr cp mt cch ph bin v nh v cng ty nh l mt ng ch tin b c ti nng trong tng lai. Bng s dng kh v tinh thn cng hin, cng ty hnh ng theo nim tin v s hiu bit ca ca mnh, quan tm n nhu cu ca nhng i tng m cng ty phc v bng nhng cch thch hp v y ngha. Cng ty lm iu ny vi mt cam kt vng vng rng cng ty s lun l xut sc. Cng ty l mt i ca nhng con ngi lun t thnh tch cao. Cng ty t chu trch nhim v vic duy tr nhng tiu chun lm vic tt v nhng kt qu vn hu l mc tiu ca cng ty. Cng ty bit hc t nhng sai lm. Cng ty thay i. y l cch cng ty xy dng nhn hiu v pht trin cng vic kinh doanh ca mnh. y l cch cng ty quyt nh vn mnh ca chnh mnh v hon thnh c vin cnh ca mnh trong tng lai.
Nhm SMLs - 14 Levi Strauss & Co.

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III.2. VIN CNH Cu chuyn v Levi Strauss & Co. v cc nhn hiu trn ngp cc v d th hin vai tr then cht ca cc gi tr cng ty trong vic tha mn nhng nhu cu ca khch hng. Tng t, cc nhn hiu ca cng ty cng biu hin nhiu gi tr ct li m khch hng ang tm kim. iu ny gii thch ti sao cc nhn hiu ca cng ty ang v s ng vng c trc php th ca thi gian. Cc gi tr ct li trn chnh l tin cho cng ty phc tho ra mt vin cnh tt p ca ring mnh. People love our clothes and trust our company. Mi ngi yu mn qun o ca chng ti v tin tng vo cng ty chng ti We will market and distribute the most appealing and widely worn apparel brands. Chng ti s bn v phn phi nhiu qun o nht v nhng nhn hiu qun o c mc khp ni Our products define quality, style and function. Sn phm ca chng ti l nh ngha v cht lng, phong cch v chc nng We will clothe the world. Chng ti s mc cho ton th gii

III.3. S MNH y l mi quan h c bit gia cc gi tr, khch hng v nhn hiu ca cng ty, nhng i tng nn tng cho thnh cng cng ty v lo li mc ch ct li ca cng ty. y cng l c s xc nh cng ty l ai v cng ty mun tr thnh ci g. We advance the human rights and well being of underserved people touched by our business by taking courageous risks, supporting innovative community partnerships and promoting the practice of good corporate citizenship. Chng ti thc y quyn con ngi v nim hnh phc ca nhng con ngi m cng vic chng ti phc v bng cch can m chp nhn ri ro, khuyn khch hp tc vi cng ng i mi v khch l thc hin tt trch nhim cng dn ca mt tp th.

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Levi Strauss & Co.

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III.4. NGUYN TC CH O Ba nguyn tc dn dt hot ng ca cng ty l Tin tng trao quyn cho cc c nhn v cng ng nhn ra nhng vn quan trng nht ca h v cng nhau tham gia gii quyt chng Quyt tm xa i nhng nh kin x hi, s bt cng v nh hng ca chng n nhng con ngi v cng ng lin quan n hot ng kinh doanh ca cng ty Cam kt lm vic vi nhng qu khc v khch l nhng n lc cng tc ca cc i tc cng ty. ***

IV. TH TRNG
Levi Strauss & Co. c thnh lp San Francisco, California vo nm 1853 v sp nhp vi Delaware vo nm 1971. Cng ty tin hnh hot ng ca mnh bn ngoi nc M thng qua cc cng ty con nc ngoi s hu trc tip hay gin tip bi Levi Strauss & Co. Cng ty iu hnh hot ng ca cc khu vc thng qua tr s chnh San Francisco, Brussels v Singapore. Cc vn phng iu hnh ca cng ty t ti Levis Plaza, 1155 Battery Street, San Francisco, California 94111 v s in thoi chnh ca cng ty l (415) 501-6000. Cng ty hot ng kinh doanh 3 khu vc a l chnh: cc nc chu M, chu u v chu Thi Bnh Dng. Levi Strauss Chu M (LSA), c tr s chnh ti San Francisco . Levi Strauss Chu u, Trung ng v Bc Phi (LSEMA), c tr s ti Brussels. Khu vc Chu Thi Bnh Dng (APD), c tr s ti Singapore. Mi khu vc bao gm: cc th trng c thit lp, cng ty xem y l cc th trng trng thnh nh: M, Nht Bn, Canada v Php, cc th trng mi ni nh: n , Trung Quc, Braxin v Nga.

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Levi Strauss & Co.

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Cc sn phm ca cng ty c bn xp x 60,000 a im bn l hn 110 quc gia. Bao gm gn 1,800 ca hng bn l chuyn dng cc nhn hiu ca cng ty, k c cc ca hng nhng quyn v cc ca hng do cng ty iu hnh. Cng ty h tr cho cc nhn hiu thng qua mt c s h tng ton cu, gm c sourcing v marketing sn phm trn ton cu. Cng ty phn phi cc sn phm Levis v Dockers ch yu thng qua chui cc nh bn l v cc ca hng M v ch yu thng qua cc ca hng, cc nh bn l chuyn mn v cc ca hng nhng quyn bn ngoi nc M. Cng ty cng phn phi cc sn phm di nhn hiu Signature by Levi Strauss & Co.TM ch yu thng qua cc nh bn l knh i chng M v Canada v cc nh bn l nh hng gi tr v cc ca hng nhng quyn khc chu Thi Bnh Dng. S liu v doanh s ca Levi Strauss theo tng khu vc hot ng trong 5 nm gn y nh sau: Net revenues Americas Eroupe Asia Pacific Corporate Total 2004 $2,466.7 $1,049.0 $635.0 $4,150.7 2005 $2,505.4 $990.2 $729.2 $4,224.8 2006 $2,570.1 $969.2 $653.6 $ 4 192.9 2007 $2,581.3 $1,099.7 $681.1 ($1.2) $4,360.9 2008 $2,476.4 $1,195.6 $728.9 $4,400.9

Ngun: Bo co ti chnh cng ty Levi Strauss & Co. nm 2008

$5,000.00 $4,000.00 $3,000.00 $2,000.00 $1,000.00 $0.00 2004 2005 2006 2007 2008 Chu M Chu u Chu TBD Levi Strauss & Co.

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Levi Strauss & Co.

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Nhn chung, mc du cc sn phm ca cng ty c nhn nhn l ch thc ca ngi M, nhng xp x mt na doanh thu thun ca cng ty l t bn ngoi nc M. T trng ng gp doanh thu thun ca mi khu vc l: chu M 59%, chu u 25% v chu Thi bnh Dng 16%.

16%
Chu M Chu u

25%

59%

Chu TBD

* Cc i th cnh tranh ca cng ty ti mi khu vc th trng Chu M VF Corporation, a competitor in multiple channels through its Wrangler, Rustler, and Lee brands of jeanswear, along with its Riders, Brittania, Chic, Gitano, Nautica and Hero by Wrangler brands; Gap Inc., Abercrombie & Fitch, American Eagle Outfitters, Inc. and J. Crew; Wal-Mart Stores, Inc.s Faded Glory brand, Target Corporations Mossimo and Cherokee brands, Kmarts Route 66 brand, J.C. Penneys Arizona and St. Johns Bay brands, Kohls Corporations Sonoma brand, Sears Canyon River Blues and Lands End brands and Federated Department Stores I.N.C., Alfani and Charter Club brands; Diesel, Lucky, 7 for All Mankind, Joes Jeans, Citizens of Humanity and Paper Denim & Cloth brands, L.E.I., MUDD, FUBU, Sean Jean and South Pole; Liz Claiborne Inc., Jones Apparel Group, Inc., Polo Ralph Lauren, Perry Ellis International, Phillips Van Heusen (Calvin Klein), Haggar Corp.; Nike Inc. v adidas.
Nhm SMLs - 18 Levi Strauss & Co.

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Chu u VF Corporations Lee and Wrangler brands, Diesel and Pepe Jeans London; G-Star in the Netherlands, Miss Sixty in Italy; Zara, Hennes & Mauritz, Next and Celio; Gap Inc., Polo Ralph Lauren, Tommy Hilfiger; Hugo Boss. Chu Thi Bnh Dng Adidas, Nike, Inc; Edwin, Something and Bobson in Japan, Gap Inc.,VF Corporation; UNIQLO, Giordano. ***

V. SN PHM
V.1. NGNH NGH Cng ty ang hot ng trong ngnh may mc thi trang V.2. CC SN PHM CHNH jean Mi b qun o, k c b thi trang hay truyn thng, u l mt phn trong di sn ca Levi Strauss. Trong th k 20 ny nhng chic qun jeans truyn thng c khi phc li bng loi vi b mi c tn l Levi's. ng may c lm ni bt m, nhng chi tit c trng ca chic qun Levi's c lm to ra: khuyt bng ng, nhn , ming da tht hnh 2 con nga v ng may trn ti sau ging nh cnh chim. Th gii thi trang nhanh chng n nhn dng sn phm ny bao gm qun Levi's Engineered Jeans v qun Levi's Superlow... Ri dng sn phm Levi's Copper ra i thc s gy c s cun ht. Tinh thn sng to chung ca dng sn phm ny l s quyn r th rp. Mang m tinh thn c in, qua nhng ng nt kho lo t m, nhng chic inh tn to bn bng ng, chi tit da th v s hon thin kiu c nh by t s knh trng ti nhng chic qun jeans c inh tn u tin c pht minh ra hn 130 nm trc. ng may vin mu ng sng ti nh pha ngoi lm ni bt ln ng cong c trng ca
Nhm SMLs - 19 Levi Strauss & Co.

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Levi's, nhng ng cong may ni chu p lc cnh qun. Nhng chic cc v inh tn dng Copper c s dng cng nhum mu ng theo mt m-tp thng nht. Sn phm chnh ca dng ny l cc loi qun jeans vi ti sau may nghing v ti trc may hnh mi xng mt cch tinh vi. Ming da tht c in hnh 2 con nga c trng cho nhn hiu Levi's cng c lm theo kiu khng cn xng. Nhng chic qun c hon thin theo kiu c vi tng mu t trung ti ti, ph ra ngoi mu ca cht vi. Nhng ng ch khng ct ht, cc vt nhn v nhng mng ming ri nh s cu th u li l s hu mang n s tng phn tinh t cho dng Copper. Khu hon thin cng mang ci tn ly cm hng ca nhng chng cao bi min Ty nh Orange Country, Gold Rush, American Cowboy. T mt chic qun b v n nay vn l chic qun, nhng Levi's vn khng ngng sng to chic qun thng hiu Levi's tr thnh phong cch v kinh nghim sng cho ngi s dng chng. Ring i vi nhng tn ca mt, s hu sn phm ca Levi's cn th hin ng cp v s am hiu v thi trang. ng h Ngy nay, khng ch gii hn nhng chic qun Jean qu ni ting, Levis cn pht trin cc ph kin thi trang y c tnh v mu sc, c bit l nhng chic ng h ni bt y n tng ang c gii snh iu khp ni yu thch. B su tp mi nht ca ng h Levis c hn 80 kiu mu phong ph cho c nam v n tho mn nhng con mt t m nht, nhng c tnh snh iu nht v nhng am m thi trang cung nhit nht. Ly cm hng t nhng b su tp mi nht ca Levis, nhng chic ng h c lm ni bt vi nhng ho tit mang m du n thng hiu: Nhng chic inh tn, nhng ming p ti, nhng m phng ca Red Tab v.v s rt hi ho vi chnh nhng trang phc Levis v nhng trang phc c tnh khc. V ng h ch to t thp khng g, c bn cao rt ph hp vi nhng ngi nng ng, thch i du lch v khm ph. Dy eo bng nhng cht liu da, denim v thp khng g ph hp vi nhiu tnh cch v s thch khc nhau, nhng thit k lun trung thnh vi t tng ch o ca thng hiu: Ni bt v t tin. Mt ng h c nhiu ho tit ni bt v theo xu hng mi nht thng hiu Levis. Hy tng tng bn s hu nhng trang phc Levis hay nhng trang phc y c tnh khc m trn c tay khng c nhng ph kin ni bt v n tng th mi ngi s ngh g, v chnh bn s cm thy thiu thn mt th g lm mnh hon ho. i khi chnh nhng im
Nhm SMLs - 20 Levi Strauss & Co.

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nhn t cc ph kin lm tn gi tr ca b trang phc v ca chnh ch nhn. ng bao gi ngh n gin rng ng h ch dng coi gi, v bn c th nh cy vo nhng chic in thoi di ng bit gi. Chic ng h chnh l vt th hin c tnh v phong cch ca bn r nt hn tt c. in thoi Levi's v ModeLabs chnh thc gii thiu chic in thoi di thng hiu Live's u tin ti Hng Kng. V ti Vit Nam, nhng chic in thoi Levi's u tin xut hin. in thoi Levi's c mt thit k kh hin i vi nhng ng gch cho ca r bn ngoi v nhn rt mnh m. Pha sau l logo ca Levi's c khc trn np pin lm mt ming kim loi... nhng cha phi l tt c. Mt si dy xch mi l im nhn mnh m nht m bn s thy. Ngoi ra, Levi Strauss cn kinh doanh cc ph kin thi trang khc na nh v da, tht lng, V.3. NHN HIU Cng ty cung cp nhiu loi sn phm khc nhau, bao gm qun jean, qun ty v qun kaki, o, vy v o khoc. Trong s tt c cc nhn hiu ca cng ty, qun k c qun jeans, qun kaki v qun ty ln lt chim xp x 85%, 86% v 87% tng s lng hng bn ra vo cc nm ti chnh 2008, 2007, 2006. Cc sn phm dnh cho nam gii to ra khong 75%, 72% v 72% tng doanh thu thun trong mi nm ti chnh 2008, 2007, 2006. Nhn hiu Levis Nhn hiu Levis c nh v nh l nhn hiu qun jean c o. Ngi tiu dng trn khp th gii u nhn ra cc c im c bit ca qun jean Levis . Hai ng ch khu vng cung (Ha tit khu vng cung), hnh v Reb Tab, mt ming vi c khu vo chic ti phi ng sau lng l im c nht i vi nhng chic jean Levi v c kh nng c khch hng nhn ra ngay tc thi. Cng ty cung cp mt s la chn rng ri cc sn phm dnh cho nam gii, n gii v tr em, cc sn phm c thit k li cun, hp dn nhiu phn on khch hng vi nhiu mc gi khc nhau. Cc sn phm nhn hiu Levis ca cng ty a dng t cc kiu qun jean c bn n cc mu qun jean gi cao, phn nh nhng g m cng ty tin tng, l s hp dn, li cun ca nhn hiu Levis i vi mt
Nhm SMLs - 21 Levi Strauss & Co.

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phm vi rng ln khch hng mi tui, gii tnh v mi phong cch sng. M, cng ty tip tc hin i ha sn phm qun jean Red TabTM v s hin din cc ca hng bn l chuyn n mt v tr cao hn nh cc chui v ca hiu khch hng v thm nhp knh phn phi mi. chu u, chu Thi Bnh Dng v phn cn li ca khu vc chu M, nhn hiu Levis hu ht c nh v cho cc phn on th trng nam gii v n gii cao cp. Dng sn phm Levis hin ti bao gm: Sn phm Levis Red TabTM : Cc sn phm ny l nn tng cho nhn hiu Levis. Chng bao gm nhiu loi qun jean v jean vi phong ph cc kch c, loi vi, kiu cch v mc gi thu ht mt lng ln khch hng. ng u v bm cht trong dng sn phm ny l mu qun jean 501, loi qun jean 5 ti bn chy nht trong lch s. Dng Red TabTM cng kt hp mt lot cc kiu jean c thit k c bit dnh ring cho ph n. Doanh thu ca cc sn phm Red TabTM chim phn ln doanh thu thun ca nhn hiu Levis trn c 3 khu vc hot ng vo cc nm ti chnh 2008, 2007 v 2006. Cc sn phm cao cp: Ngoi cc sn phm cao cp hiu Levis Red TabTM c mt trn khp th gii, cng ty cng cung cp nhiu sn phm cht lng cao th hin s nh v cao cp ca cng ty trn th trng quc t. Bao gm dng sn phm Levis BlueTM chu u v Levis Lady Style chu Thi Bnh Dng. M, khc bit ha sn phm cho khch hng, nhng ngi lun tm kim cc sn phm cao cp v xu hng tin tin hn, cng ty p ng bng dng Levis Capital E. Dng sn phm Levis Vintage Clothing bn khp cc khu vc cho thy y l dng sn phm cao cp nht ca cng ty bng vic cung cp mu cc sn phm lch s ca cng ty t th k 19. Cc sn phm nhn hiu Levis chim xp x 76%, 73% v 70% tng doanh thu thun vo cc nm ti chnh 2008, 2007 v 2006, gn na s doanh thu ny c to ra khu vc cc nc chu M. Cc sn phm nhn hiu Levis c bn trn hn 110 nc.

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Levi Strauss & Co.

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Nhn hiu Dockers c gii thiu ln u tin vo nm 1986 nh l mt s la chn thay th cho qun jean v qun ty, nhn hiu Dockers pht trin dng qun o dnh cho nam gii v n gii mc trong nhiu dp. c qung b trn ton cu l Dockers San Francisco, nhn hiu Dockers biu tng cho mt phong cch t tin v phng khong ca San Francisco vi cc sn phm n su vo di sn ca nhn hiu ny l mt chuyn gia v kaki. Cc sn phm hiu Dockers hin ti c cung cp M bao gm: Docker for Men: Dng sn phm ny bao gm cc loi qun ty v qun kaki hp thi trang dnh cho nam gii mc trong nhng dp ch yu nh: cng vic, cui tun, d hi v chi gn, Cng ty b sung cc sn phm ny vi nhiu mu o s mi, qun mc theo ma v qun st theo nhiu kch c, loi vi, kiu cch v c tnh. Dockers for Women: Dng sn phm ny bao gm cc loi qun di, qun st, o, vy, o len v o khoc vi cc kch c, loi vi v kiu cch m en c thit k cung cp cho gii n cc b y phc a dng t u n chn, kt hp o qun vi cc trang b, mc cho cc dp t thng thng n d hi v cng vic. Cc sn phm nhn hiu Dockers ca cng ty chim xp x 18%, 21% v 21% tng s doanh thu thun ca cng ty ln lt vo cc nm ti chnh 2008, 2007, 2006. Mc d, hu ht doanh thu thun ny l t khu vc cc nc chu M, cc sn phm nhn hiu Dockers c bn hn 50 nc.

Nhm SMLs

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Levi Strauss & Co.

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Nhn hiu Signature by Levi Strauss & Co.TM Nhn hiu Signature by Levi Strauss & Co.TM cung cp cho cc khch hng ang tm kim gi tr cc sn phm vi phong cch, tnh xc thc v cht lng m cng ty c tha nhn trn khp th gii. Danh mc sn phm ca cng ty bao gm qun jean vi bng cho, qun kaki, o v o khoc vi nhiu kch c, loi vi dnh cho nam gii, n gii v tr em. Nhn hiu ny c phn phi thng qua cc knh bn l ichng Bc M v cc nh bn l nh hng gi tr v cc ca hng nhng quyn chu Thi Bnh Dng. Cc sn phm nhn hiu Signature by levi Strauss & Co.TM chim khong 6%, 6%, v 9% tng doanh thu thun ln lt trong cc nm ti chnh 2008, 2007 v 2006. Mc d a s phn doanh thu ny l nc M, sn phm hiu Signature by levi Strauss & Co.TM c bn thm 7 nc khc na khu vc chu M v chu Thi Bnh Dng.

***

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Levi Strauss & Co.

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Nhm SMLs

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Levi Strauss & Co.

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VI. PHN TCH MI TRNG V M

Mi trng v m l ni m cc ngnh v doanh nghip tn ti, bao gm 6 phn on mi trng ch yu nh kinh t, chnh tr - php lut, vn ha - x hi, nhn khu hc, cng ngh v ton cu. Cc mi trng ny thng xuyn thay i v tc ng n hot ng kinh doanh ca doanh nghip.

Nhn thy rng, cng ty Levi Strauss ang hot ng v sn xut nhiu ni trn th gii. V vy, chng ti phn tch mi trng vi m ca cng ty bng cch xem xt 5 yu t mi trng: kinh t, chnh tr - php lut, vn ha - x hi, nhn khu hc v cng ngh trn gic ton cu. VI.1. MI TRNG KINH T * Tng trng kinh t Khng hong ti chnh ton cu y l vn xuyn sut, trng tm ca kinh t th gii nm 2008. Cuc khng hong ny c chm ngi bng hot ng cho vay th chp di chun (sub-prime mortgage) d di v thiu kim sot M. S lng cc khon vay loi ny pht trin bng n trong thi k hnh thnh bong bng trn th trng a c M, do ngi i vay t nhiu hy vng vo vic mua nh bn kim li, cn cc ngn hng th nhn thy nhng khon li nhun qu bo b. S v dy chuyn trong ngnh ti chnh M thi k nh im gia thng 9/2008 lan qua i Ty Dng, ti chu u, v
Nhm SMLs - 26 Levi Strauss & Co.

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gy ra nhng cn d chn chu . Sau ni hong s ca c th gii l trng thi ng bng tn dng gn nh trn phm vi ton cu. Cc ngn hng trc kia d di trong vic cho vay bao nhiu, th ti nay, h li d dt by nhiu. Tnh trng ng bng tn dng - vn l ngun nha sng ca nn kinh t - ang l mt trong nhng mi e da ln nht hin nay ca kinh t th gii. Thng k ca hng tin ti chnh Bloomberg cho thy, t khi khng hong ti chnh bt u ti nay, cc tp on ti chnh ln nht th gii ct gim khong 240.000 vic lm v bo l cng thm ht ti sn hn 1.000 t USD. Ba nn kinh t ln nht th gii ng lot suy thoi ln u tin k t i chin Th gii th hai, kinh t ton cu gim tc mnh Cuc khng hong ti chnh ti t nht t i khng hong 1929 ti nay y ng lot c ba nn kinh t ln nht th gii l M, Nht Bn v khu vc s dng ng tin chung chu u (Eurozone) vo suy thoi. y l ln u tin, M, Nht v chu u cng suy thoi t nm 1945 ti nay. Suy thoi ti cc nn kinh t ln - ng thi l th trng xut khu ch cht ca cc nn kinh t ang ni ln - ko tc tng trng st gim trn phm vi ton cu. Qu Tin t Quc t (IMF) d bo cc nn kinh t pht trin trn th gii s tng trng m 0,3% trong c nm 2009, trong d kin tng trng ti M s l m 0,7%, tng trng ti Nht Bn l m 0,2%, tng trng ti Eurozone l m 0,5%. Cng theo World Bank, kinh t th gii s ch tng trng 0,9% trong nm 2009, gim mnh so vi mc d bo 2,5% cho nm nay v mc tng 4% trong nm 2006. y l mc tng trng chm nht ca kinh t ton cu t nm 1982 - nm kinh t ton cu ch tng trng 0,3% - ti nay. V kinh t cc nc ang pht trin, World Bank cho rng, mc tng trng ca nm ti s l 4,5%. S v hng lot ca cc ngn hng L tm im ca khng hong, nc M l ni din ra nhiu v v nht trong ngnh ti chnh - ngn hng. Trc ht, phi k ti s bin mt ca m hnh ngn hng u t c lp (investment bank) ca Ph Wall. C 5 ngn hng u t c lp ca con ph ti chnh ny u tri qua nhng bc ngot s phn trong nm 2008: Lehman Brothers ph sn, Bear Stearns v Merill Lynch b thu tm, Morgan Stanley v Goldman Sachs phi chuyn i sang m hnh ngn hng tng hp (bank holding company). K n l hng lot v gii th trong lnh vc ngn hng thng mi ca M. Tnh ti ngy 15/12 va qua, s ngn hng thng mi ca M phi ng ca
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ln ti con s 25, so vi con s 3 ngn hng b ngng hot ng trong c nm 2007. Trong s ny, phi k ti nhng tn tui ln nh Washington Mutual, Wachovia, IndyMac S v ca cc ngn hng M nh hng mnh ti tm l ca ngi dn khng ch nc ny m cn cc quc gia khc trn th gii. Cc nn kinh t ln chu hu nh khng c ngn hng no b ng ca trong nm qua. Tuy nhin, vo cui thng 9, ti Hng Kng, do tin n tht thit, ngi dn x i rt tin gi Ngn hng Bank of East Asia (BAE). Nm ca cc k hoch gii cu v kch thch kinh t Tnh nghim trng ca cuc khng hong ti chnh ton cu khin chnh ph cc nc khng th khng can thip. Nhiu i gia ti chnh ca nc M v chu u c l v nu khng c s can thip kp thi ca chnh ph. Ti M, Chnh ph nc ny nm qua phi tip qun hai tp on ti chnh nh t khng l l cp sinh i Fannie Mae v Freddie Mac, hng bo him AIG, v ngn hng Citigroup. Ti chu u, danh sch cc ngn hng c cc nh chc trch can thip cng tng i di. Nhiu ngn hng ln ca chu lc ny b quc hu ha mt phn hoc ton b nh Northern Rock v Bradford & Bingley ca Anh, Fortis v Dexia ca B, Hypo Real Estate ca c; Kaupthing, Landsbanki v Glitnir ca Iceland Ni v cc k hoch gii cu quy m ln ca M, cn nhc ti k hoch 700 t USD dnh cho ngnh ti chnh, k hoch 800 t USD ph bng th trng tn dng, k hoch mua thng phiu tng tnh thanh khon cho cc doanh nghip khng thuc ngnh ngn hng, k hoch cu cc con n a c khi mt nh Hin Chnh ph M cng ang tm bin php cu ngnh cng nghip xe hi ca nc ny sau khi mt k hoch h tr 14 t USD dnh cho cc hng t b Thng vin bc b. Bn kia b i Ty Dng, sau nhiu tranh ci, cc nc s dng chung ng Euro cng i ti mt k hoch gii cu tp th cho ngnh ngn hng; nc Anh cng tung ra mt gi gii cu tr gi 85 t USD cho h thng ti chnh ca mnh. Cng vi , th gii cng chng kin s ra i ca nhng k hoch kch thch kinh t ln cha tng c. M mn l gi kch thch kinh t thng qua hot ng hon thu cho ngi dn v doanh nghip tr gi hn 150 t USD ca M. Tng thng c c Barack Obama ca M hin ang c nh a ra mt gi kch thch kinh t na, vi tr gi c th ln ti hn 1.000 t USD. Nn kinh t tng trng nhanh nht th gii Trung Quc cng tung ra gi kch thch kinh t tr gi 586 t USD. Gn y nht, Nht Bn cng b k hoch
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kch thch kinh t tr gi 255 t USD. Cng thi im, EU cng a ra mt k hoch tng t tr gi khong 267 t USD. Th trng hng ha t nh v tt dc Nm 2008 chng kin nh cao v s thoi tro ca hot ng u c trn th trng hng ho. Hai mt hng c quan tm nhiu l vng v du th u cng t nh cao lch s trong nm nay, vi mc trn 1.030 USD/oz i vi gi vng vo thi im thng 3, v mc trn 147 USD/thng i vi gi du vo gia thng 7. Sau , gi c hai mt hng ny cng trt dc di. Tuy nhin, vi t cch l mt knh u t an ton trong khng hong, gi vng khng st gim qu mnh. Trong khi , gi du mt hn th biu ca sc khe kinh t - nh mt hn 70% so vi mc nh ni trn. Tu chung, ch s gi Reuters/Jefferies CRB Index ca 19 loi hng ha, trong c vng v du th, gim mt 38% tnh t u nm ti ngy 18/12 ny. S thay i qu nhanh chng ca b mt v vin cnh kinh t th gii, t tch cc sang tiu cc, l l do chnh dn ti s tt dc ny. S chao o ca th trng chng khon ton cu Khng hong ti chnh, ko theo s v v nguy c v ca nhiu tp on ln trong ngnh ny, cng vi s suy thoi ca kinh t ton cu, khin th trng chng khon th gii lin tc rung chuyn trong nm 2008. Cng theo s liu ca Bloomberg, tnh ti ngy 19/12 ny, th trng chng khon th gii st gim 46% gi tr so vi hi u nm, cn 32.000 t USD. Ring ti th trng M, tnh ti ngy 17/12, ch s Dow Jones gim 33,47%, ch s S&P 500 gim 38,4%, cn ch s Nasdaq gim 40,45%. * T gi hi oi Trong nhng nm gn y, USD lin tc ln gi so vi cc ngoi t khc. Cui 2008, USD tng gi so vi euro sau khi th trng phn ng tch cc trc thng tin Tng thng c c M Barack Obama d nh s u t ln vo c s h tng. T gi USD/euro trn th trng New York ngy 9/12 l 1,2860 USD/euro. Cng trong ngy giao dch 9/12, USD tng gi so vi bng Anh. 1 bng Anh i c 1,4785 USD trong khi mt ngy trc , 1 bng Anh i c 1,4948 USD. Sau nhiu ngy ln gi lin tc so vi USD do cc nh u t (NT) Nht rt tin v nc, ngy 9/12, Yn Nht cng bt u gim gi so vi USD v t mc 92,43 yn/USD. Hm 1.12
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va qua, nhn dn t gim gi 0,7% so vi USD, t l gim gi mnh nht k t thng 7.2005 v n 9/12, ng tin ny phc hi tr li 0,09%. Ti Thng Hi, 1USD i c 6,8735 nhn dn t. Theo cc nh phn tch kinh t, USD ln gi l do Cc nc th ba vn cn tin USD hn ng ca chnh nc h, v h sn sng mua tri phiu chnh ph M, d li sut thp. Ngoi ra, cc nc trong thi gian qua b i tr n, hoc khng c ti vay (th cng nh phi tr), m hu ht n trn th gii l bng ng USD, khin USD ln gi. * Lm pht - Ni lo lm pht chuyn sang ni lo gim pht, i ngho gia tng trn ton th gii na u nm 2008, trong bi cnh th trng du th lin tip lp k lc v thiu cht na chinh phc mc 150 USD/thng, lm pht l ni lo canh cnh ca c th gii. Tuy nhin, cng v cui nm 2008, ni lo ny cng gim bt cng vi s i xung nhanh cha tng c ca gi nhin liu. Mc d vy, th gii li phi ng u vi mt mi e da mi l gim pht - mt vn ng ngi khng km g lm pht. Ti M, trong thng 11/2008, CPI gim vi tc k lc 1,7% sau khi gim 1% trong thng 10. T u nm 2008 ti nay, CPI nc ny ch tng c 0,7%, so vi mc tng 4,1% trong c nm 2007. Ti chu u, lm pht cng ang gim mnh. C quan Thng k EU (Eurostat) cho hay, lm pht trong thng 11/2008 ca khu vc Eurozone gim xung cn 2,1% trong thng 11/2008 mc thp nht trong vng 14 thng tr li y - t mc 3,2% trong thng 10. Ti Trung Quc nn kinh t hi u nm cn t nhim v hng u l gim nhit tng trng lm pht thng 11/2008 cng gim xung mc thp nht trong vng 22 thng qua. Ch s CPI ca nc ny trong thng ch tng c 2,4% so vi cng k nm ngoi, so vi mc tng 4% trong thng 10. Tng lp dn ngho ca th gii l mt trong nhng i tng hng chu nhiu tc ng nng n ca s bin ng gi c v khng hong ti chnh. Tnh ton ca T chc Nng lng Lin hip quc (FAO) cho thy, gi lng thc tng cao v kinh t suy thoi lm s ngi b i nm 2008 tng thm 40 triu, nng tng s ngi thiu i ton cu ln 960 triu. Nu nh lm pht tt yu e da nghim trng cuc sng ca h, th gim pht cng c kh nng gy tc ng tai hi khng km, v gi c

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lng thc gim, dn ti hn ch u t pht trin din tch trng trt, dn ti ngun cung eo hp. * Li sut - S i hng trong chnh sch tin t ca cc nc, xut hin nhng mc li sut thp cha tng c trong lch s Nhng bin ng ln cha tng c trong nn kinh t buc ngn hng trung ng cc nc trn th gii i ti nhng thay i him gp trong chnh sch tin t. Tu chung, t ch trng tht cht tin t chng khng hong, th gii chuyn sang ni lng mnh m chnh sch ny chng khng hong v h tr tng trng. Vi chui ct gim li sut 10 ln k t thng 9/2007 ti nay, FED a li sut ng USD t mc 5,25% v khong thp cha tng c trong lch s 0 0,25%. ECB, ngn hng trung ng vi mc tiu s mt l chng lm pht, cng phi gim mnh li sut ng Euro v mc 2,5% sau khi khng hong tn cng mnh vo chu u. Nht Bn ln u tin h li sut trong 7 nm tr li y, a li sut ng Yn v mc 0,3%. Trung Quc cng lin tc ct gim li sut ng Nhn dn t. Thy S tr thnh quc gia u tin ti chu u hin nay c mc li sut di 1% khi mi y a li sut ng Franc ca mnh v 0,5%... ng ch , cc quc gia khng ch tin hnh ct gim li sut ring l, m cn thc hin nhng t phi hp ct gim li sut ton cu, m m u l t ct gim li sut hm 8/10 do FED, ECB v Ngn hng Trung ng Anh (BoE) dn u trong bi cnh din bin khng hong cng thng. * D bo cc ch tiu kinh t th gii trong tnh trng suy thoi Vi tnh hnh iu kin ti chnh c din bin tr nn xu hn so vi d bo v lan rng sang khi doanh nghip v h tiu dng, cc chuyn gia d bo mc tng trng th gii s ch va vn trn s 0 mt t trong nm 2009 (tc l ct gim khong 1% so vi d bo ca chng ti ln trc), vi s suy gim tt c cc vng kinh t ln chm mc cha tng chng kin trong vng 50 nm qua.

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GDP growth %
2007 2008F 2009F 2010F 2007

CPI inflation %
2008F 2009F 2010F

G7 - US - Japan - Euroland EM Asia - China EMEA Latam Industrial countries EM countries Global

2.2 2.0 2.1 2.6 9.4 11.9 6.8 5.5 2.4 8.1 4.7

0.9 1.2 0.3 0.9 7.1 9.1 5.2 4.3 0.9 6.1 3.1

-2.0 -2.0 -1.7 -2.5 4.6 7.0 1.1 1.8 -2.0 3.3 0.2

1.3 1.6 0.7 1.0 5.7 6.6 3.5 3.0 1.2 4.7 2.6

2.2 2.9 0.0 2.1 4.4 4.8 10.5 7.0 2.2 5.7 3.6

3.3 4.0 1.5 3.3 7.2 6.0 13.0 9.2 3.4 8.2 5.3

0.2 -0.4 0.0 1.2 3.0 0.6 7.7 7.4 0.5 4.1 1.9

1.1 1.5 -0.5 1.4 2.6 1.0 6.0 5.9 1.2 3.6 2.2

( Ngun: DB Global Markets Research) Xt ring v th trng may mc M - qu hng ca cng ty Levi Strauss * Th trng qun o bn l ti M Theo thng tin chnh thc mi cng b, mc tiu th qun o bn l ca M gim mnh trong thng 1/2009. Gim 10% so vi thng 1/2008 l du hiu chng t bn l M s khng th hi phc trong thi gian ngn ti. Tuy nhin cc h gia nh M s c gim thu khong 800 la m trong nm nay, hy vng rng mt phn nh trong s ny s c tiu dng cc ca hng qun o. Lng mua gim mnh trong thng 1 ti cc ca hng M, lng mua gim 10.3% trong thng 1 so vi cng k nm ngoi. Lng mua ch gim 5.8% vo thng 11 v 7.1% thng 12 nm ngoi - mt du hiu chng t tc gim phi m ang din ra. Khng c du hiu no r rng cho thy th trng bn l M s hi phc trong tng lai gn. Ln u tin, lng mua t cc tim qun o gim xung mc thp hn mc vn c vo nm 2006. Trong vng 15 nm nay cha bao gi ngi ta thy lng mua li gim nh vy. Cho ti lc ny, trong nhng thng ti t nht lng mua gim 1% ti 2%. u
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thng ny, h thng qun o M cng b gim nhu cu 2 con s th trng bn l ( cc ca tim hot ng c t nht 1 nm). Tuy nhin mt s t trong s vn gi c mc bn l tng. Tiu th qun o ca M c th c ci thin nh gi kch cu va mi c thng qua. * Khuyn khch ca ng Obama Ci gi l k hoch kch cu Obama s gim 400 USD tin thu cho mi c nhn (gim 800 USD cho mi cp v chng) mt nm trong nm ti. Mc d ngi tiu dng M s tit kim phn ln khon ny, nhng c th mt phn nh c th c chi dng cho qun o. VI.2. MI TRNG NHN KHU HC Theo nghin cu do Vin Dn s Th gii ca c (DSW) thc hin, s dng cc s liu thng k sinh sn mi nht. Theo , dn s th gii hin ang tng 80 triu ngi mi nm v ang mc gn 6,6 t ngi. D on trong 6 nm ti, dn s th gii s mc 7 t ngi v n nm 2050 s ln ti 9,2 t ngi. Trong , dn s Trung Quc l 1,3 t v n l 1,1 t, chim 1/3 dn s th gii. Dn s M nm 2008 l trn 303 triu ngi. D bo n nm 2050 s tng 32%, 438 triu ngi. Dn s cc nc th gii th 3 s tng mnh 55% ( trn 8 t) trong nm 2050 v cc quc gia ti Chu Phi v Nam s tng cao nht. Tc tng dn s nhanh nht hin ang thuc v Chu Phi v khu vc cc nc ang pht trin. Hin nay chu Phi c 767 triu dn, d on n nm 2050 s tng ln ti 1,75 t. Dn s tng lm gia tng tnh trng bn cng cng nh cc cuc ni chin v di c l iu kh trnh khi. Cng theo DSW, n nm 2050, dn s chu s tng n 5,3 t ngi t con s gn 4 t ngi hin nay. Bo co cng cho bit vo nm 2050, dn s ca 50 nc ngho nht th gii s tng gp i. C bit, dn s ca nhng nc nh Afghanistan, Chad v ng Timor s tng gp 3. Cn ni c dn s tng t nht l Lin minh chu u. Hng nm, dn s ti khu vc ny gim khong 900.000 ngi, ch yu do t l sinh thp. Mt trong nhng c im ni bt ca qu trnh ny l t l ngi gi ngy cng tng. Hin nay c 10 ngi th c 1 ngi trn 60 tui v theo d on ca DESA n nm 2050 th t l ny s l 5/1 v n nm 2150, t l ny thm ch s l

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3/1. Hin ti, mt s nc pht trin, t l ngi gi trong dn s xp x 5/1 v d kin n gia th k s t l 4/1 v thm ch mt s nc l 2/1. VI.3. MI TRNG CHNH TR Nu nh nh du khng hong chnh tr bng mt im trn bn , th bn chnh tr ca th gii nm 2008 ng mu vi sn chng khon M ang phi nm tri nhiu tht vng nht trong nhiu nm tr li y. T u nm l cuc khng hong chnh tr ti Italia, khin chnh ph phi tuyn b gii tn quc hi vi ch 23 thng tn ti. Tip n l lin tip cc cuc khng hong chnh tr Gruzia, Libng, Zimbabwe, Mng C, Ukraine, Nam Phi, khin tnh hnh th gii, vn ang phi vt ln vi cn bo khng hong ti chnh t M, v hnh chung cng b tc ng khng nh. Din bin cng thng v dai dng nht l cuc khng hong trn chnh trng Thi Lan. Cuc chin cha ng ng ny bt u t cui nm 2005, khi lc lng i lp pht ng ln sng biu tnh chng Chnh ph ca cu Th tng Thaksin Shinawatra, v ln n nh im khi qun i hu thun phe i lp tin hnh cuc o chnh qun s lt ng Thaksin thng 9/2006. n nm nay, Lc lng i lp Lin minh Nhn dn v Dn ch (PAD) tm mi cch buc Th tng Samak Sundaravej ri n Th tng Somchai t chc vi nhng co buc vi phm lut chng tham nhng v gian ln trong bu c. Ring i vi nc M, M c tng thng da mu u tin: Barack Obama, 44 tui to nn mt hin tng mi trong dng chy ca lch s, ca i sng chnh tr th gii khi ng c c tng thng th 44 ca M vi t cch l ngi M gc Phi. S kin ny lm chn ng ton th gii. T Bc M n M Latinh, t chu u sang chu , khng phi ch chnh gii ch tm theo di hnh trnh tin vo Nh Trng ca ng Obama, m nhng ngi dn bnh thng u hi hp di theo din bin y kch tnh ca hnh trnh y. Gi l hin tng, v khi nhn dn M bu mt ngi da mu, mt ngi M gc Phi lm tng thng th 44 ca mnh, h chn s thay i. C ngha l vi Obama, th gii ang ghi nhn mt ct mc trong hnh trnh t duy ca con ngi trn con ng cha c tn trn bn . Khi ngi M b phiu cho Obama, h b phiu cho mt kht vng i mi cuc sng. Kht vng sc vt qua nhng cn ngi gh gm v t phn bit chng tc trm tch trong lng
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nc M v ngoi nc M, v b dy chnh tr v sc mnh ti chnh ca bn thn ngi s ng u Hp chng quc Hoa K vi gc gc ca ng. VI.4. MI TRNG PHP LUT * o lut Mua hng M tr li Nhng cuc tranh ci v s tr li ca o lut Mua hng M ang tr nn gay gt trong nhng ngy va qua. y o lut Quc hi M ban hnh nm 1933 nhm kch cu kinh t thi khng hong thp nin 1930, buc mi c s thuc chnh quyn lin bang phi chn mua hng ho c ti thiu 50% vn ng gp bi cng ty M. Lut ny c p t bi nhng ngi lm lut trong k hoch Kch thch nn kinh t m c nh Trng ng h v cc ngh s quc hi kim tra. n nay o lut Mua hng M ch mi p dng cho ng phc ca B Quc Phng. Di s iu hnh ca Obama, iu lut ny ang c p dng cho tt c cc ng phc c bn cho y ban Ni an Hoa K vi khong 100.000 b, hnh ng ny nm trong k hoch vn ng hnh lang cho ngnh dt may trong nc. Di quyt nh ny, nc M s tht cht v kim sot cc cuc vn chuyn hng ha vo nc M vi l do an ninh mc d n i ngc li Hip nh v mua sm chnh ph ca WTO. Hip hi Dt may ca M AAFA cng ng h k hoch ny mc d h vn ang ln ting ng h t do thng mi Mexico v mt s nc khc, nhng th trng xut khu dt may tim nng ca M. * M cp nht danh sch cc cht b hn ch phn nh o lut ci thin tnh ATSP tiu dng (CPSIA) Hip hi dt may v giy dp M (AAFA) cp nht danh sch cc cht b hn ch trn ton cu (Restricted Substances List (RSL), c trong sn phm dt gia dng, qun o v giy dp phn nh cc quy chun an ton hng tiu dng mi. Danh sch ny bao gm cc ha cht v cc cht khc m s c mt ca chng trn sn phm c qun l thng qua cc tiu chun hoc lut ca chnh ph. Danh sch xc nh hu ht cc cht c qun l trn bnh din quc t, v c sot xt v cp nht 6 thng mt ln. y l cng c quan trng vt qua c cc quy chun hay thay i v kh hiu. N cng gp phn vo gip cc doanh nghip tun th c cc vn v mi trng, bn vng v an ton sn phm.

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Lut chng c quyn, lut thu, lut v quyn s hu ti sn tr tu, cc ngnh la chn iu chnh hay u tin, l nhng lnh vc trong cc chnh sch qun l ca M ang quan tm v thc hin mt cch nghim tc. Tuy nhin, lut php v c ch bt buc ca mt vi nc trn th gii vn cn nhiu hn ch bt cp v khng c thc hin trit . VI.5. MI TRNG CNG NGH i mt vi khng hong kinh t ton cu, th trng may mc th gii ang tm nhng hng i mi. Theo , nhng xu hng gn y c quan tm l (1) p dng cng ngh nhiu hn trong sn xut vi (2) Xut hin cch thc/m hnh sn xut nguyn liu sinh thi (3) Cc th trng ngch trong may mc (4) Thi trang kt hp vi k thut s v (5) My qut ton thn. * p dng cng ngh nhiu hn trong sn xut cc loi vi mi Theo nh ng Kikumori thuc Hip Hi Bng M, hin nay ngi tiu dng th gii rt a chung nhng sn phm c tnh t ph v chnh nguyn li u vo. Ngi ta ngy cng quan tm nhiu hn ti nhng loi vi mi c kh nng khc phc c yu im thng thng trc kia. V d u im ca vi bng l thng thm m hi tt, thng thong v mc rt mt. Xut pht t thc t qun jean c gii tr rt a chung nhng nc nh chu , ni c iu kin kh hu nng m, ma nhiu. Loi vi b thng thng tuy ht m tt, nhng li gy nng bc nhp nhp trong ma h, nh hng ti c ng v sinh hot nng ng ca gii tr. Bit c iu ny, cc chuyn gia nghin cu, cho ra i cc sn phm cng ngh cao nh Storm Denim (vi b khng thm nc), Natural Stretch Cotton (Vi co dn t nhin khng s dng si spandex v cc ha cht khc), dng cc cng ngh nh Wicking Windows (Cng ngh x l thot nc qua b mt ca vi) v Tough Cotton (Cng ngh x l l p) chng nhn vi. Theo , nhng gii php cng ngh dnh cho cc sn phm thi trang ny rt d p ng nhu cu v sinh hot ca con ngi, khc phc c nhng nhc im vi thng thng. * Xut hin cch thc/m hnh sn xut nguyn liu sinh thi Ngnh sn xut cc loi vi si may mc Chu thay i theo xu hng thn thin mi trng tuy gi cc loi vi si ny c th kh t . Mt s nc sn xut hng may mc ln ca Chu nh Trung Quc, Pakistan cng quan tm hn ti vic
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bo v mi trng v kinh doanh nhng sn phm sinh thi. Ti Trung Quc, cc doanh nghip kinh doanh sn phm si sinh thi ang ngy cng n nhn c nhiu n hng t cc khch hng Chu u. Nhu cu t cc khch hng Trung Quc giu c cng ang tng ln. Ti n , mt quan chc ng u ngnh cho hay sn xut bng sinh thi trn th gii, v nht l n c rt nhiu tim nng pht trin, tit kim nhin liu u vo. Hip Hi Bng n (CAI) cho hay sn xut bng sinh thi ch cn s dng 65% din tch, 20% phn bn, 15% thuc tr su so vi sn xut bng theo phng php gieo ti thng thng. K t nm 2005-2006, lng sn xut bng sinh thi trn th gii tng 6 ln, t 2.25 lakh tn vo nm 2008-2009. Thi gian gn y ngi ta c bit dnh nhiu s quan tm, nht l cc nc Phng Ty v vn nh hng mi trng ca vic gieo trng bng. Nhng sn phm t bng hu c ngy cng c coi trng. n , cng ngy ngi ta cng p dng k thut cao sn xut bng hu c: nh s dng cng ngh Bt, p dng gieo trng bng theo phng php khoa hc, qun l hiu qu su b v ph cp gio dc cho nng dn. * Cc th trng ngch trong may mc Theo mt bo co c tn Pht trin trong lnh vc may mc cho qun i gn y ca Textiles Intelligence, nhu cu v qun o trong qun i, o bo v trnh st thng ang tng mnh xut pht t mong mun bo v lc lng lnh cuc chin v trang Afghanistan v Iraq. Phc trang cho qun i i hi phi c tnh cht gip ngi mc thc hin c mt s chc nng trong cc iu kin mi trng khc nhau. Hn na , bn cng l tnh cht rt quan trng trong cc sn phm qun o v phc trang qun s. Si vi M5 vi cu trc 3 chiu t ong, vi tnh cht l loi si vi nh, mang n cho loai si vi ny u th c bit. Cht liu STF bao gm nhng phn t nano c th gip ngi mc trnh b st thng ng k nu b tn cng t ngt.. Cht liu ny c dng trong sn xut bo v c th. Mt s cc loi vi khc cng ang c tin hnh nghin cu nh vi ph zinc oxide nanowires dng nng cao tnh linh hot trong hot ng c bp ngi s dng. * Qun Jeans thi trang k thut s cao cp

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Xu hng Thi Trang Tng Tc ang pht trin chm nhng u n. Mu Qun Jeans Bn Phm ca Erik De Nijs ca thng hiu Yanko Design l mt b sung mi cho xu hng ny. Mu qun ny y hnh thc vt qu xa khi chc nng. Tuy nhin, chi c c tin b trong thi trang khi cc nh thit k vt qua cc gii hn. Cc thng hiu thi trang cao cp v cc nh thit k nh Christian Dior, Giorgio Armani, Hussein Chalayan, ang th nghim v dch chuyn cc gii hn ca thi trang, khm ph nhng k thut v vt liu mi cho thi trang trong tng lai. Thi Trang K Thut Cao Cp cng s i theo hng tng t pht trin. * Cng ngh khoa hc cao l my qut ton thn 3 chiu 3D body scanner ca [TC]. S dng khoa hc cng ngh l h thng my qut ton thn 3 chiu [TC]2 trong thit k thi trang, chng ta c th kt hp mt cch c o gia khoa hc k thut qut ton thn 3 chiu v thi trang cao cp sng to nn mt dng sn phm mang tnh c nhn cho nhng ph n thi trang v c thc v hnh th ca mnh. Dn my qut vi h thng nh sng trng an ton cho ngi iu khin v i tng qut ca [TC]. Tt c cc s o cn thit ca ton b c th c ghi nhn trong thi gian t hn 10 giy, s o sau c chit xut v m phng mt hnh th ngi theo ng t l tht ca ngi khch va c qut trong vng 1 pht. chnh xc cc s o mt cch nghim ngt cho php ngi khch chn la mu sc, kiu dng, lt, vin t im thm, chn la phn mm to nn mt kiu dng thi trang v va vn nh . Cc thng hiu may thi trang ni ting trong nhiu phn loi trang phc nh: o tm chuyn nghip Speedo, lt cao cp Victorias Secret, jean Levi Strauss, ng phc Royal Park, giy th thao New Balance, trang phc th thao cao cp Dupont, nh sn xut Rives Apparel International, may o k thut s Brooks Brothers Digital Tailor, nh phn phi Benchmarks Clothier, v.v. tin dng [TC] trong vic pht trin thng hiu. Cc vin nghin cu v trng i hc nh Vin nghin cu qun s M, hi qun M, lnh tun duyn M, trng i Hc Bch Khoa Hng Kng, trng i Hc Auburn, v.v. a h thng vo chng trnh pht trin thit lp h thng c s trang phc v ng phc.

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VI.6. MI TRNG VN HA Cha bao gi con ngi thc v tm quan trng ca mi trng nh th, nhng cng cha nm no, nhng vn v mi trng li nh hng n con ngi nh th. S thay i nhit trn ton cu trong cc th k ti c th s lm tuyt chng nhiu loi ng, thc vt. Cc chuyn gia nghin cu s thay i kh hu ca Lin Hip Quc a ra li cnh bo: 1/3 cc ging sinh vt trn tri t c nguy c tuyt chng nu nhit tri t tng 2 bch phn. V th, ch ca Ngy mi trng th gii nm 2008 l Bin i kh hu vi thng ip ku gi ton dn Hy thay i thi quen - hng n nn kinh t t cacbon. Khch hng ngy nay khng ch quan tm n mu m, nhn hiu qun o m cn xem trng cht liu lm ra chng. Chng ta tin chc mt iu rng khch hng s quan tm nhiu hn n sn phm no thn thin vi mi trng. Theo Organic Exchange, mt t chc phi li nhun, th nhu cu s dng vi cotton t nhin trong ngnh may mc s tng ln vi t l 93%, v c tnh doanh s ca th trng vi cotton t nhin khong 2.6 t USD vo nm 2007. Nhng tp on bn l hng u nh American Apparel cho n Wal-Mart v Zara cng bn qun o thi trang vi vi cotton t nhin. ***

VII. PHN TCH NM LC LNG CNH TRANH

Theo Michael E. Porter, c 5 lc lng nh hng cnh tranh trong phm vi ngnh. Khun kh ny ca Porter c th hin trong m hnh sau:
Nguy c ca cc i th tim tng

Nng lc thng lng ca ngi cung cp

S ganh ua cc cng ty hin c

Nng lc thng lng ca ngi mua

e da ca sn phm thay th
Nhm SMLs - 39 Levi Strauss & Co.

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VII.1. I TH CNH TRANH TIM TNG Cc i th cnh tranh tim tng l mt trong nhng mi e da ln i vi cng ty v ro cn nhp cuc thp. Ro cn nhp cuc bao gm nhng kha cnh sau: * S trung thnh nhn hiu i vi cc mt hng may mc thng thng th s khc bit sn phm l khng ln lm, khch hng ch yu mua cc sn phm ph hp vi mt hin c, do vy khch hng thng la chon sn phm m h cho l hp mt m khng ch nhiu n nhn hiu sn phm. u cho thy s trung thnh nhn hiu trong ngnh may mc l thp v khch hng c th la chn sn phm t nhiu nh sn xut khc nhau. Hin ti khch hng c xu hng chuyn sang nhng mu thi trang bt kp nhanh chng th hiu ca gii tr nhng gi r. Tuy nhin, i vi dng sn phm jean cao cp ca Levi th s trung thnh nhn hiu vn mc cao. * Chi ph chuyn i Trong ngnh may mc, khch hng khng chu s ph thuc vo sn phm ca mt cng ty nht nh, chnh v vy h khng phi b ra chi ph khi chuyn t sn phm ca cng ty ny sang sn phm ca cng ty khc. Mt khi s thch, th hiu thay i th khch hng c th d dng chuyn sang tiu dng sn phm ca cng ty khc m khng phi b ra bt k chi ph no nh l mt s ngnh khc (nh ngnh my tnh, ). * Li th chi ph tuyt i, tnh kinh t ca quy m Lch s, kinh nghim hot ng lu i ca cng ty cng vi kh nng tip cn cc ngun vn r hn cho php n c li th chi ph cao hn so vi nhng ngi nhp cuc. Cc cng ty trong ngnh phn ln u c quy m ln v phn b cc nh my sn xut ca mnh nhiu ni trn th gii. Nh chng c tnh kinh t ca quy m. Nhng iu ny gp phn nng cao ro cn nhp cuc. * Cc quy nh ca chnh ph Chnh ph lun khuyn khch cc c nhn, t chc tham gia vo ngnh hng may mc, c bit l ti cc quc gia ang pht trin v y l ngnh to ra nhiu vic lm cho nn kinh t. Hin nay, vi qu trnh ton cu ha, t do ha thng mi, cc quc gia c xu hng m rng vic giao lu bun bn. iu ny gp phn to thun
Nhm SMLs - 40 Levi Strauss & Co.

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li cho cc cng ty bnh trng hot ng sang cc quc gia khc m t chu nh hng bt li t cc quy nh ca chnh ph so vi trc y. * S tr a Hin ti ang c rt nhiu cng ty ln kinh doanh trong ngnh. Cc cng ty ny u c tim lc, sc mnh, kinh nghim dy dn nn bt k i th tim tng no mun gia nhp ngnh cng phi tnh n phn ng t nhng cng ty nng k ny. Tm li: Mc d ch mt vi yu t lm nng cao ro cn thm nhp ngnh nhng nhn chung li xu hng c bn ca ro cn nhp ngnh vn l thp. VII.2. I TH CNH TRANH TRONG NGNH xem xt mc cnh tranh, cng ganh ua ca cc i th trong ngnh, cn phi tnh n 3 nhn t chnh: (1) cu trc cnh tranh ngnh, (2) cc iu kin nhu cu, (3) ro cn ri ngnh. * Cu trc cnh tranh Cng ty ang trong mt ngnh phn tn v ngnh may mc hin bao gm rt nhiu cng ty hot ng v t c cng ty gi a v thng tr. * Cc cng ty cnh tranh Cng ty phi i mt vi s cnh tranh khc lit t nhiu i th cnh tranh c trong khu vc v trn th gii, nhiu knh phn phi khc nhau vi a dng cc mc gi bn l. Trn th gii, mt vi i th cnh tranh chnh ca cng ty (bao gm c cc ca hng hi nhp dc) nh: Gap Inc., cc nhn hiu qun jean ca VF Corporation, cc cng ty bn th thao nh Adidas Group, Nike Inc. Trong mi khu vc hot ng, cng ty cng i mt vi cc i th bn a nh: G-Star, Diesel; Pepe Ty Ban Nha; Brax c ( chu u); UNIQLO, Apple/Texwood Trung Quc ( chu Thi Bnh Dng); cc cng ty bn l t nhn v cc nhn hiu chnh t Wal-Mart Stores Inc. (Faded Glory and George brands), Target Corporation (Mossimo and Cherokee brands) v Macys (INC. brand). ( chu M). c bit, cng ty hin ang phi i mt vi s cnh tranh khc lit t cc mt hng trung cp v gi r.
Nhm SMLs - 41 Levi Strauss & Co.

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* Cc iu kin nhu cu Nhu cu v sn phm ca cng ty ang gim dn do mi trng kinh t thay i. S gim nhu cu ny s y s ganh ua mnh hn, cng ty phi u tranh duy tr thu nhp v th phn. * Ro cn ri ngnh Ro cn ri ngnh ca cng ty tng i cao. L do l v: Thng hiu rt ni ting trn ton cu. Levi Strauss dnh ht tm huyt gy dng cng ty, hn na y l mt cng ty gia nh nn cc th h k tha sau ny ca ng t qun b lun coi trng vic gn gi, pht trin cng ty v c mt tnh cm gn b vi cng ty. Chi ph c nh ri ngnh cao. Cng ty xy dng h thng cc cng ty con v cc ca hng c mt nhiu nc trn th gii, ng thi u t ln vo cc nh xng v my mc thit b. Ngoi ra, khi ri ngnh phi tip tc chu chi ph lng, tin bo him tr cho cng nhn, Cng ty t a dng ha lnh vc kinh doanh ca mnh v thu nhp ch yu bt ngun t vic sn xut v bn qun o. Tm li, ngnh may mc trn th gii ang b cnh tranh d di v phn tn. l do ro cn gia nhp ngnh thp, nhiu i th cnh tranh trong nc v khu vc cng nh cc i th cnh tranh ton cu ang ngy cng gia tng. Cc i th cnh tranh u c kh nng m rng qui m th trng tng li nhun. Cc yu t ch yu gip cng ty cnh tranh trn th trng bao gm: Pht trin cc sn phm vi cc kch c, cht liu, phong cch, tnh nng, ph hp Cc nhn hiu c a thch vi chin lc Marketing mnh m, hiu qu D on v phn hi li cc thay i trong nhu cu ca khch hng kp thi Cung cp cc knh phn phi bn l mt cch hiu qu Gi tr ca sn phm tng thch vi gi bn sn phm, v To tnh kinh t cnh tranh cho cc khch hng bn s
Nhm SMLs - 42 Levi Strauss & Co.

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VII.3. NNG LC THNG LNG CA NH CUNG CP i vi cng ty nng lc thng lng ca nh cung cp c th c coi l yu. Bi l, cng ty c mt danh sch rt nhiu cc nh cung cp t nhiu quc gia khc nhau. Hn na, li khng c s khc bit ln v nguyn liu gia cc nh cung cp ny nn cng ty c th d dng chuyn i qua li gia cc nh cung cp. VII.4. NNG LC THNG LNG CA NGI MUA Ngi mua ca cng ty l nhng khch hng tiu dng cui cng, cc cng ty phn phi (thng qua cp php), cng nh cc nh bn bun bn l. H c th chuyn i qua sn phm ca cc cng ty khc cc i th cnh tranh ca cng ty. Nh th, nng lc thng lng ca ngi mua l tng i cao. Cng ty ph thuc vo mt nhm cc khch hng ch yu c c phn doanh s ng k. Mt s thay i bt li trong quan h vi khch hng hoc trong kt qu hot ng kinh doanh hay v tr ti chnh ca khch hng u c th lm tn hi n iu kin kinh doanh v ti chnh cu cng ty. Doanh thu thun ca 10 khch hng ln nht ca cng ty chim ti khong 42% tng doanh thu thun nm 2007 v 37% trong nm 2008. Trong khch hng ln nht, cng ty J.C.Penney Company, Inc., chim 9% doanh thu thun nm 2007 v 8% nm 2008. Trong khi cng ty c quan h di hn vi cc khch hng bn s nhng li khng c cc hp ng di hn vi h. Vic mua bn thng xy ra trn c s cc n t hng c th. Vic mua bn nh vy c th b chm dt bi hai bn bt k khi no. VII.5. CC SN PHM THAY TH Sn phm thay th ca ngnh may mc l cc sn phm qun o c sn xut t cc vt liu mi, thay v sn xut bng cc vt liu truyn thng nh hin nay. ***

VIII. CHU K NGNH

Ngnh may mc tri qua mt thi k pht trin lu di v n nay n ang trong giai on bo ho. Trong giai on ny, ngnh c s tng trng i cht, do tng dn s lm xut hin mt t khch hng mi. Tuy nhin, cng trong thi k ny, cc cng ty trong ngnh ch yu tm mi cch gi th phn ca h. Cnh tranh v pht trin th phn s dn n gim gi. Do , tip tc tn ti, cc cng ty bt u
Nhm SMLs - 43 Levi Strauss & Co.

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tp trung vo c cc tiu ho chi ph v nng cao s trung thnh nhn hiu. Ni chung, ngnh may mc c th b e do bi cc cuc chin tranh gi c. Ngoi ra, v l ngnh may mc, phc v nhu cu thit yu ca con ngi nn thi k bo ha ny s ko di hu nh v hn. M hnh di y m t chu k ngnh m Levi Strauss & Co. ang hot ng.
Nhu cu

Pht trin

Tng trng

Ti t chc

BO HA

Thi gian

*** KT LUN: Ngnh m cng ty ang hot ng c nhiu ri ro v cnh tranh trong ngnh kh gay gt nn nhn chung ngnh khng hp dn. ***

IX. LC LNG DN DT NGNH

Lc lng dn dt ngnh gip cho cng ty tm ra cc thay i trong ngnh. p dng vo ngnh may mc ca Levi Strauss & Co. ta c th xem cc tc ng sau y nh l cc lc lng dn dt quan trng nht: 1. S thch v th hiu ca ngi mua v sn phm Xu hng v th hiu thm m ca ngi tiu dng i vi cc sn phm may mc c s bin i lin tc, nhanh chng theo thi gian. Do vy, nu cc cng ty may mc khng ch trng u t ng mc cho cng tc thit k s nhanh chng b tt hu trong cuc cnh tranh khc lit. S thch v th hiu ca khch hng quyt nh s thnh cng ca cc cng ty trong ngnh, mt s thay i nh v th hiu ngi tiu
Nhm SMLs - 44 Levi Strauss & Co.

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dng c th to ra li th cho cng ty ny nhng cng ng thi lm mt i li th ca cc cng ty khc 2. Ci tin sn phm, ci tin cng ngh, thay i marketing Ngnh may mc chu s nh hng rt ln t vic ci tin sn phm, thay i cng ngh v thay i marketing. Khch hng ca ngnh may mc lun quan tm ch n nhng thay i sn phm trong ngnh. Ci tin sn phm lm cho khch hng c nhiu la chn hn bng vic to ra nhiu mu sn phm mi, to ra s khc bit cho sn phm. Do , n lm cho cng ty tng c kh nng cnh tranh trn th trng Ci tin cng ngh gip sn xut sn phm cht lng cao vi chi ph thp to ra li nhun ln cho cng ty, bn cnh n cn gip to ra nhng sn phm theo nhu cu v s thch ca khch hng. Bin php marketing ca mt cng ty c hiu qu s lm thay i thi quen tiu dng ca khch hng, thu ht c nhiu khch hng hn v lm thay i v th gia cc cng ty trong ngnh 3. Ton cu ha Ton cu ho lm bin i nhanh chng nn kinh t ni chung v i vi ngnh may mc ni ring. Cng ty khng cn b hp vic kinh doanh trong th trng ni a, ton cu ho gip cc cng ty m rng hot ng ra th trng quc t lm tng doanh s bn hng ca cc cng ty. Bn cnh ton cu ha cng to ra mi trng cnh tranh khc lit gia cc cng ty trong nc v quc t, cng ty cn chu e da cnh tranh t cc i th bn ngoi bin gii. ***

X. CC NHN T THEN CHT CHO THNH CNG

Trong ngnh may mc nhn t then cht cho thnh cng l: 1. Thng hiu ni ting Trong thi i ngy nay th con ngi lun c nhu cu to phong cch, c tnh ring cho mnh. V trang phc chnh l mt trong nhng phng tin hiu qu gip h th hin iu . Vic s hu qun o ca nhng thng hiu ni ting thng l mong mun ca con ngi khi iu kin kinh t cho php, n khng nhng gip h tr
Nhm SMLs - 45 Levi Strauss & Co.

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nn p hn m cn khng nh ng cp ca mnh v s am hiu v thi trang. V th xy dng c mt thng hiu ni ting s gip cng ty trong ngnh t c li th cnh tranh cao. 2. Mu m v phong cch phi p, phong ph, a dng, c o Ai cng bit rng th trng thi trang ph thuc v gn lin vi th hiu. M s thch v th hiu ca con ngi li thay i lin tc. Do vy th gii thi trang cng phi i thay thng xuyn v rt nhanh chng. Nu cng ty no khng chu i mi sn phm nhu cu ca th trng, cng ty s b chnh khch hng loi tr. Thng hiu ni ting vi phong cch ring v c o l s kt hp hon ho to nn li th cnh tranh cho cng ty. ***

XI. NH GI MI TRNG BN NGOI

Mi trng bn ngoi em li cho cng ty khng ch c hi m cn c e da. Qua qu trnh phn tch, xem xt cc yu t mi trng bn ngoi (mi trng v m v mi trng ngnh thng qua m hnh 5 lc lng cnh tranh), nhim v t ra l phi nhn thc c v nhng c hi v e da ny. t cng ty c th xy dng cc chin lc thch ng v dch chuyn sc mnh ca chng thnh li th cho mnh. C hi e da

S ton cu ha v kinh t v s m ca Nn kinh t ca M cng nh cc quc thng thng ca cc nc trn th gii gia sng s trn th gii ang b khng c bit l cc nc Chu Thi Bnh hong v suy thoi nng n nh hng Dng nh Trung quc, n , m n hot ng kinh doanh ca Levi ra mt th trng ln cho Levi Strauss Strauss. trong vic tiu th sn phm ca mnh. Mc tiu th qun o bn l ca M gim mnh. Dn s th gii vn ang tng, v trong c Dn s th gii c c im ngy cng gi cu dn s, gii tr chim phn ng hn ha. M cc khch hng cao tui li c. Trong khi , lnh vc thi trang v khng phi l mc tiu cho th trng ca qun o li lun c gii tr quan tm. cng ty. iu ny ha hn cho cng ty s c c
Nhm SMLs - 46 Levi Strauss & Co.

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C hi ngun tiu th. Cng ty s thu ht c mt lng khch hng ngy cng nhiu.

e da

V tng thng mi v c bit, Obama, Chnh tr nhiu ni trn th gii ang b ngi c hy vng l s gip nc M khng hong nh Thi Lan, Italia, Li vt qua tnh th kh khn v em li Bng, Ukraine Cng ty s vp phi kh lung sinh kh mi cho quc gia ny, khn khi thm nhp, hot ng nhng c b nhim. iu ny gip n nh nc ny. chnh tr cho nc M v cng ty an tm hn khi kinh doanh trn t M. M ang c ch trng gip v h tr Nhng hn ch v bt cp trong qun l cho ngnh may mc trong nc. lut bn quyn cc nc ang pht trin

Qun l ca lut php M v vn bn to ra kh khn cho Levi Strauss trong quyn, quyn s hu tr tu, rt nghim vic bo v mu m sn phm v thng ngt gip cng ty c th bo v cc thnh hiu khi thm nhp vo cc th trng ny. Tnh trng hng gi, hng nhi km qu ca mnh tt hn. cht lng s lm gim uy tn ca Levi Strauss v lng tin ca khch hng. Cng ngh ni chung v cng ngh trong Cng ngh pht trin khng ch to iu ngnh may mc ni ring ngy cng pht kin thun li cho ring cng ty m cn trin, khin cho cng ty c kh nng phc cho c cc cng ty cnh tranh. Cc i th v khch hng tt hn v p ng c c th tn dng cc cng ngh mi i cc nhu cu, i hi ngy cng cao ca ph vi cng ty Levi. khch hng. Con ngi ngy cng quan tm hn n Sn xut cc sn phm thn thin vi mi cc sn phm thn thin vi mi trng. trng p ng thay i vn ha ca y l mt kha cnh m cng ty c th ngi tiu dng c th s tn km hn so tn dng, khai thc v th hin trch vi cc sn phm v cht liu khc. nhim x hi ca mnh.

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C hi

e da

S trung thnh nhn hiu ca khch hng Ro cn nhp cuc thp. Cc cng ty tim dnh cho cng ty l kh cao. Cc khch tng c th d dng gia nhp vo ngnh hng chuyn dng cao cp thng cnh tranh vi Levi Strauss. chn Levi Strauss l im n ca thi Ro cn ri ngnh cao: cng ty s rt kh trang v phong cch m khng b nh khn khi quyt nh rt lui khi ngnh hng nhiu bi gi c. trong trng hp ngnh khng thun li.

Nng lc thng lng ca nh cung cp Nng lc thng lng ca ngi mua tng i yu. Nh , cng ty c th la tng i ln. H c th la chn mua chn cho mnh cc nh cung cp tt nht cc sn phm a thch nhiu cng ty v gy sc p cho h. khc nhau, khng ch ring Levi Strauss. Cc i th cnh tranh rt phong ph, a dng v rt nhiu k c trong nc, trong khu vc v trn th gii. iu ny dn n mt s cnh tranh v cng gay go v khc lit, c bit l cnh tranh vi cc hng gi r. Ngoi ra, cng ty c th b e da bi s xut hin ca cc sn phm thay th l nhng qun o c sn xut theo cng ngh v vt liu mi. ***

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XII. CHIN LC HIN TI

Qun tr ca cng ty ang ra sc theo ui cc chin lc nhm pht trin hot ng kinh doanh ca cng ty, thch nghi vi s nng ng ca th trng v da vo sc cnh tranh ca bn thn mnh. Cc chin lc ch yu l: 1. Dn u v nhn hiu Jeans v Kaki: cng ty da vo ti sn thng hiu, thit k v marketing m rng v tr dn u trong lnh vc jeans v kaki. Cng ty tin rng s i mi v phn hi ca th trng s tip tc cho php cng ty to ra sn phm theo ng xu hng, khi u xu hng mi v to ra nhng chng trnh marketing thu ht nhiu phn on khch hng. Trong tng lai Cng ty cng m rng nhn hiu ca mnh cho cc sn phm m Cng ty tin rng s em li nhng c hi tng trng tuyt vi. 2. Tn dng vic hot ng kinh doanh trn ton cu: Cng ty d nh by s hin din ton cu v nng lc th trng a phng ca mnh pht trin trn phm vi quc t, cng c cc th trng c trng thnh v tn dng c hi cho cc th trng mi ni. Cng ty nhm mc ch nhn din cc xu hng tiu dng ca th gii, thch nghi s thnh cng t th trng ny n th trng khc v pht trin thng qua danh mc nhn hiu ca cng ty. 3. a dng ho v chuyn i kinh doanh bn s: Cng ty s tm kim nhng nh bn s mi da trn cc phn on khch hng mc tiu, m rng mi quan h v s hin din ca cc khch hng bn s hin ti cho Cng ty. Cng ty tp trung vo vic to ra tnh cnh tranh, cam kt hp tc v hoch nh marketing t c li ch thng mi vi khch hng. Mc tiu ca Cng ty l m bo Cng ty l trung tm thnh cng ca cc khch hng bn s bng cch s dng cc nhn hiu v sc mnh ca mnh trong vic pht trin v marketing sn phm 4. Thc y s tng trng thng qua cc ca hng bn l chuyn dng: Cng ty tip tc m rng cc ca hng chuyn dng trn ton cu. Cng ty tin rng cc ca hng bn l chuyn dng s em li c hi hp dn thit lp vic phn phi v bn hng ngy cng ln. N cng cho thy kh nng cung cp y cc la chn sn phm v sc hp dn ca cc nhn hiu ca Cng ty. Cng ty nhm mc ch cung cp mt tri nghim hp dn v nng cao gi tr thng hiu cho ngi tiu dng cc ca hng bn l chuyn dng ny.
Nhm SMLs - 50 Levi Strauss & Co.

Qun tr chin lc

GVHD: TS. Nguyn Thanh Lim

5. Gia tng nng sut ti u t: Cng ty ang tp trung vo vic c gng t c hiu qu hn t qui m ton cu ca mnh thng qua vic m rng ti a vic hp tc gia cc vng v chc nng. Cng ty s tip tc ti u t vo vic tng nng sut cho cc hot ng kinh doanh ca mnh. Cng ty s lm iu ny trong khi vn tip tc xy dng trch nhim x hi ca mnh. ***

XIII. IM MNH IM YU
XIII.1. im mnh Nh lch s hot ng lu i nn Cng ty gy dng c danh ting v nim tin trn ton th gii. Qun b ca Levi Strauss vt qua bin gii nc M, b vo chu u, chinh phc chu u ri c th gii. Thng hiu ni ting trn ton cu - Thng hiu qun b Levis ca Levi Strauss ngy nay c nh gi l mt trong nhng thng hiu hng ha t nht th gii, vi gn 4 t USD. Qun jean v thng hiu Levis t khi ra i nhanh chng pht trin v len li vo mi tng lp x hi. Cng vi nc gii kht Coca cola, thi trang qun b tr thnh biu tng ca vn ha ngi M, li sng ca ngi M. C ngun doanh thu, thu nhp n nh: Doanh thu 5 nm gn y ca Levi Strauss & Co lin tc tng v lun t trn 4 t USD, mt con s m c ca bt k cng ty no hot ng trong ngnh may mc. i ng lnh o ti nng, giu kinh nghim, lng nhit huyt vi cng ty, c o to rt bi bn thch nghi vi s bin ng khng ngng ca mi trng ton cu m cng ty ang hot ng. i ng nhn vin a dng, c u c sng to, nhy bn. c bit, i ng thit k ca Levi's l nhng ngi xut sc n t cc trung tm thi trang ni ting ca New York, London, Belgium, Nht, Hng Kng. Kh nng ci tin v tung sn phm mi thng xuyn. Ni ting v cht lng, ti nng tip th v l ngi m ng cho cc phong cch thi trang mi, Levis khng ngng mang n nhng b su tp thi trang a dng cho nam, n, v c tr em.
Nhm SMLs - 51 Levi Strauss & Co.

Qun tr chin lc

GVHD: TS. Nguyn Thanh Lim

C nn vn ha ring, c trng. LS&CO. l cng ty may mc a quc gia u tin pht trin mt chun mc ton din c thit k m bo rng cc cng nhn sn xut sn phm bt c ni u trn th gii u c an ton v c i x mt cch nghim tc v tn trng. C nhiu c s sn xut v hot ng trn ton cu (bao gm nhiu tr s, nh my, ca hng,), v th Cng ty t c tnh kinh t theo quy m, ng thi lm cho nhn hiu v sn phm ca cng ty sn c mi ni m ngi tiu dng mua sm, gp phn m rng phn phi sn phm trong c ba khu vc hot ng ca cng ty. XIII.2. im yu Gi sn phm tng i cao. Cng ty gp nhiu bt li trong cnh tranh vi cc sn phm thi trang gi r, mu m a dng trn th trng. N ca cng ty kh nhiu, Gim c ti chnh ca hng qun jeans ni ting th gii Levi Strauss Bill Chiasson chnh thc thi vic sau nhiu n lc gii ngn mn n khng l 2,2 t dollars khng thnh. Cu trc t chc ca cng ty tng i phc tp. iu ny gy kh khn trong vic qun l iu hnh mt cch xuyn sut, thng nht. ***

XIV. CC KHI C BN TO LI TH CNH TRANH

Levi Strauss& Co c bn nhn t to nn li th cnh tranh l hiu qu, cht lng, s ci tin v p ng khch hng. Cc nhn t ny tng tc vi nhau rt mnh. XIV.1. Hiu qu vt tri Levi Strauss &CO t c hiu qu vt tri thng qua 3 hot ng chnh :sn xut hiu qu, marketing hiu qu, R&D hiu qu, qun tr ngun nhn lc hiu qu Levi Strauss t c tnh kinh t theo quy m mt cch ng k bng cch s dng rt nhiu cc nh sn xut c lp nm khp ni trn th gii sn xut v hon thin cc sn phm may mc ca cng ty. Chi ph vn chuyn qun o n cc khu vc c chi nhnh ca cng ty gim i ng k. Cng ty t c li th chi ph thp
Nhm SMLs - 52 Levi Strauss & Co.

Qun tr chin lc

GVHD: TS. Nguyn Thanh Lim

Chin lc marketing ca Levi Strauss &Co ginh c v th nh phi tr cc hot ng nh gi xc tin, qung co, thit k sn phm v phn phi. Cng ty nng cao thng hiu bng cch kt hp a dng ca cc sng kin tip th ngi tiu dng tho mn c nhu cu. Cng ty qung co trn khp th gii thng qua m rng kt hp cc phng tin truyn thng, bao gm c truyn hnh, n phm quc gia, mng Internet, xem phim v cc phng tin truyn thng khc. Cng ty qung co qua bo ch vi bi vit trn ton cu n nh gi tr thng hiu phn nh duy nht thuc tnh ca thng hiu sn phm ca cng ty: cc thng hiu Levi's l jeans c tnh v nhn hiu Dockers l kaki kiu dng gin d, mang phong cch t tin ca San Francisco. Sau cng ty a nhng chng trnh ny vo th trng a phng ti a ha s lin quan v hiu qu. Mi trng kinh doanh ton cu th cnh tranh d di. pht trin khng ngng, cng ty buc phi thay i, cnh tranh bng nhng cch mi khc lin quan n thi gian vn chuyn. Levi Straus phn phi cc sn phm ca cng ty thng qua nhiu hnh thc bn l trn khp th gii, bao gm cc b phn v cc chui ca hng, nhng quyn thng mi v cc cng ty vn hnh cc ca hng dnh ring cho thng hiu ca cng ty, , knh cc nh bn l qun chng, v bn hng qua mng. Chin lc phn phi ca cng ty l tp trung vo vic lm cho thng hiu ca cng ty c ngi tiu dng khp ni bit n v cc sn phm lun c phn phi y cc ca hng bn l c th p ng nhanh nhu cu ca khch hng. C cu t chc. sourcing ton cu v c cu hu cn khu vc ca cng ty phi c trch nhim lm ra mt sn phm t bn thit k n cung cp cho ngi tiu dng. Mc tiu ca cng ty l c tnh kinh t theo quy m ton cu, sn phm c ci tin, sourcing hiu qu, gim tng chi ph vn chuyn bng cch u t cho cc dch v a phng v khen thng cc nh qun l u t. Cng ty u t v vn hnh cc trung tm phan phi mt s quc gia, cng ty s dng ngun bn ngoi nh bn th ba cung cp dch v. Knh phn phi bao gm cc trung tm tip nhn cc sn phm c hon thnh, kim tra sn phm, chun b trng by ti cc ca hng bn l.

Nhm SMLs

- 53 -

Levi Strauss & Co.

Qun tr chin lc

GVHD: TS. Nguyn Thanh Lim

XIV.2. Cht lng vt tri Cc sn phm cht lng phi ng tin cy theo ngha m n c thc hin ng vi thit k v lm tt iu . Levi Strauss & Co cung cp cc loi qun o t cht liu jean v kaki vi cht lng cao lm tng gi tr qun o do cng ty sn xut trong mt khch hng. Levis l mt hng ni ting chc-bn ph hp vi gii lao ng v tui i mi thch s ph cch trong trang phc Do cht lng vt tri nn qun o ca Levi thng t hn so vi cc cng ty khc. Ngoi ra cht lng cao gip Levi gim th gian lao ng b lng ph nh sn xut ra nhng b qun o khng t yu cu ca thit k, sa cha hay may li qun o b li, lm cho nng sut lao ng cao hn v chi ph n v thp hn. Nh vy, Levi khng ch c li th cnh tranh chi ph da trn nng sut m h cn c th i hi mc gi cao hn v cht lng ca cng ty cao hn. Tm qua trng ca cht lng trong vic to lp ra li th cnh tranh ngy cng tng ln trong thp k va qua. Levi c nim tin lu di rng Cht Lng Khng Bao Gi Tch Khi Thi Trang. XIV.3. Ci tin vt tri Ci tin l bt k nhng g c coi l mi hay mi l trong cch thc m mt cng ty vn hnh hay sn xut sn phm ca n. Gn lin vi qu trnh pht trin ca Levi Strauss &Co l s ci tin lin tc. Bt u vi nhng chic qun jeans Levis, tinh thn tin phong ngm vo trong tt c cc kha cnh hot ng kinh doanh ca cng ty i mi v sn phm, v marketing, v thc tin lm vic v trch nhim cng dn. To ra xu hng. Thit lp nhng tiu chun. Khng ngng ci tin thng qua s thay i. L ngi to lp v duy tr ti sn k tha ca Levi Strauss, cng ty phi nhn th gii bng con mt mi m, v s dng sc mnh ca cc tng ci tin mi th trong mi kha cnh cng vic kinh doanh ca cng ty, t nhng ci tin nh ti nhng pht minh hon ton mi. Cng ty phi to ra cc sn phm hi cc phm cht ct li ca nhn hiu l thoi mi, phong cch, gi tr v t do th hin nhng c tnh m ngi tiu dng rt yu thch. Gi y, hn bao gi ht, kin nh i mi v i mi mt cch c ngha l yu t then cht cho thnh cng trong kinh doanh ca cng ty. Levi Strauss bt u
Nhm SMLs - 54 Levi Strauss & Co.

Qun tr chin lc

GVHD: TS. Nguyn Thanh Lim

iu ny v tip tc thc hin mi mi trong lch s ca mnh. Ngy nay, nhn hiu Levis l mt biu tng ng tin cy ca ngi M, c bit trn ton th gii. XIV.4. p ng khch hng vt tri Mt cng ty p ng khch hng tt nht phi c kh nng nhn din v tho mn nhu cu khch hng tt hn so vi cc i th cnh tranh. Levi Strauss c mt lot cc hot ng nhm mc ch em li s hi lng cao nht cho khch hng. T vic lin tc ci tin cho ra i nhng mu thi trang mi, nng cao cht lng qun o n vic u t m rng cc knh bn l qua mng. Bn cnh , Levi u t m rng quy m cc knh bn l vi cc ca hng bn l n cc trang web mua hng qua mng. Cng ty xy dng cc chui ca hng bn l khp cc khu vc m cng ty hot ng, lm cho ngi tiu dng khp ni u bit n v cc sn phm lun c phn phi y cc ca hng bn l, v vy m khch hng lun c p ng nhanh nhu cu. Ngoi ra cng ty cng duy tr cc trang web nh www.dockers.com, www.levistrausssignature.com tng cng s hiu bit ca ngi tiu dng v sn phm ca cng ty v gip ngi tiu dng tm, mua sn phm ca cng ty d dng hn. Levi Strauss khng nhng p ng cht lng, qun o hp thi trang, p ng thi gian mua hng nhanh chng, cng ty cn dch v hu mi nh t chc cc chng trnh khuyn mi tng cng p ng khch hng. Tm li, hiu qu, cht lng , ci tin v s p ng khch hng l cc nhn t quan trng gip Levi Strauss &Co c oc li th cnh tranh. Hiu qu vt tri gip cng ty gim thp hn chi ph, cht lng vt tri cho php cng ty i hi mc gi cao hn, s ci tin c th dn ti gi cao hn v chi ph n v thp hn. Bn nhn t ny cng nhau gip cho cng ty to ra gi tr cao hn bng vic h thp chi ph hay to ra s khc bit v sn phm ca n so vi cc i th, cho php cng ty lm tt hn i th ca n. ***

XV. CC NGUN LC V KH NNG TIM TNG

XV.1. Ngun lc hu hnh

Nhm SMLs

- 55 -

Levi Strauss & Co.

Qun tr chin lc

GVHD: TS. Nguyn Thanh Lim

XV.1.1. Cc ngun ti chnh Ch tch kim gim c iu hnh John Anderson ni rng: Trong bi cnh y kh khn ca nn kinh t, Levi Strauss & Co. c c nn tng ti chnh vng chc cho nm 2008. Tnh hnh ti chnh ca cng ty c minh ha trong bng sau: TI CHNH CA LEVI STRAUSS & CO. VT: ngn USD 2008 Kt qu hot ng kinh doanh Doanh thu thun Gi vn hng bn Li nhun gp Li nhun trc thu Li nhun sau thu Bng cn i k ton Tng ti sn Tng n (tr vn i thu) Tng vn i thu Vn hot ng Kh nng sinh li Li nhun gp bin Li nhun rng bin Thu nhp/ti sn (ROA) Thu nhp/vn ch (ROE) Vng quay tng ti sn 0.49 0.05 0.08 0.32 1.58 0.47 0.11 0.16 0.71 1.53 0.47 0.06 0.09 0.30 1.50 0.47 0.04 0.06 0.24 1.51 0.45 0.01 0.01 0.05 1.44 2,776,875 2,850,666 2,804,065 2,804,134 2,884,749 1,853,207 1,960,406 2,217,412 2,326,699 2,323,888 7,806 713,644 8,177 647,256 4,694 805,976 5,587 657,374 7,441 609,072 4,400,914 4,360,929 4,192,947 4,224,810 4,150,732 2,261,112 2,318,883 2,216,562 2,236,962 2,288,406 2,139,802 2,042,046 1,976,385 1,987,848 1,862,326 368,169 229,285 375,626 460,385 345,162 239,003 282,601 155,947 95,525 30,390 2007 2006 2005 2004

Nhm SMLs

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Levi Strauss & Co.

Qun tr chin lc

GVHD: TS. Nguyn Thanh Lim

2008 Kh nng thanh ton Kh nng thanh ton Thng s n N trn vn ch (D/E) N trn ti sn (D/A) 2.60 0.67 1.50

2007

2006

2005

2004

1.45

1.26

1.21

1.24

3.03 0.69

2.75 0.79

3.54 0.83

3.82 0.81

Ngun: Bo co ti chnh cng ty Levi Strauss & Co. 2008 Doanh thu 5 nm gn y ca Levi Strauss & Co lin tc tng v lun t trn 4 t USD, mt con s m c ca bt k cng ty no hot ng trong ngnh may mc. N chim t trng ln trong c cu ngun vn ca cng ty. Tuy nhin, n ang c xu hng gim. Kt qu nm 2008 Bt chp cc iu kin th trng, kt qu nm 2008 ca cng ty phn nh doanh thu n nh, gim n v tip tc u t vo cc h thng v kinh doanh. Tng doanh thu thun ca cng ty tng 1% so vi nm 2007 trn c s bo co. Doanh thu thun tng ch yu do doanh s bn hng tng t cc ca hng nhng quyn v ca hng chuyn dng mi v hin c. N phn nh thnh tch hiu qu ca nhn hiu Levis , nhng b li cho tc ng tiu cc ca nn kinh t kh khn v mi trng bn l ang yu i ti M, cng nh mt vi th trng chu u v chu Thi Bnh Dng, hot ng km hiu qu ca nhn hiu Dockers, v cc vn gp phi trong vic thc hin v n nh h thng hoch nh ngun lc doanh nghip (ERP) ti M. Li nhun gp nm 2008 tng n 2,140 triu USD so vi 2,042 triu USD nm 2007. Tng li nhun bn hng tng n 48.6% doanh thu so vi 46.8% doanh thu nm 2007. Chi ph bn hng, chi ph qun l v chi ph chung nm 2008 tng ln n 1,606 triu USD so vi 1,387 nm 2007. Cc khon chi ph tng thm nm 2008 bao gm chi ph bn hng tng thm t vic m rng thm cc ca hng bn l ca cng ty, chi ph cao hn lin quan n vic n nh h thng ERP M, tng thm chi ph qung co
Nhm SMLs - 57 Levi Strauss & Co.

Qun tr chin lc

GVHD: TS. Nguyn Thanh Lim

v xc tin bn hng c bn cho chin dch Levis 501 ton cu. Chi ph bn hng, chi ph qun l v chi ph chung nm 2007 gim 53 triu USD cho mc ct gim k hoch phc li (benefit plan curtailment gains) so vi con s 6 triu USD nm 2008. nh hng ca ng tin cng ng gp xp x 32 triu USD vo vic lm tng chi ph bn hng, chi ph qun l v chi ph chung nm 2008. Bin hot ng ca cng ty gim xung 12% t 15% nm 2007, thu nhp hot ng gim 116 triu USD. S gia tng li nhun gp c b tr bi s gia tng chi ph bn hng, qun l v chi ph chung, do nh hng ca k hoch ct gim k hoch phc li cho cc nhn vin sau khi v hu trong nm 2007 v 2008, vic thc hin v nng cp h thng cng ngh thng tin ca cng ty, tip tc u t vo vic m rng mng li bn l v chin dch qung co Levis 501 ton cu. Li nhun rng gim xung cn 229 triu USD nm 2008, so vi 460 triu USD trong nm trc, phn nh chi ph thu thu nhp cao hn, v trong nm 2007 cng ty gim thu t s o ngc ca vic cho php nh gi ti sn thu hon li, tng cng khong 215 triu USD. Li nhun rng nm 2008 thu li hn so vi nm trc do ph tn li thp hn v tn tht t hn do thanh ton n sm t n cc hot ng ti ti tr trong nm 2007. Cc mc tiu ca cng ty Cc mc tiu chnh ca cng ty l tng cng cc nhn hiu ton cu nhm duy tr s tng trng li nhun, tip tc pht sinh dng tin mt bn vng v tip tc gim n. Cc chin lc then cht thc hin iu ny bao gm dn dt s i mi marketing v cc sn phm hin c, dn dt s pht trin doanh s bn thng qua vic ci thin cc mi quan h vi cc khch hng bn s v m rng mng li ca hng chuyn dng, ci thin hiu sut thng qua cc h thng ci tin, ti u ha chi ph sn phm khng tnh n chi ph cho cht lng, v tip tc qun l vn kinh doanh hp l. XV.1.2. Cc ngun vt cht Cng ty tin hnh cc hot ng sn xut, phn phi v qun l cc c s thuc s hu ca cng ty v ca cng ty i thu. Cng ty iu hnh 4 c s sn xut nc ngoi v 9 trung tm chuyn phn phi trn ton th gii. Cng ty c quyn gia hn i vi hu ht cc ti sn i thu. Cng ty lng trc rng s c th m rng cc ti sn i thu ny theo nhng iu khon ph hp vi cng ty hoc, nu cn thit,
Nhm SMLs - 58 Levi Strauss & Co.

Qun tr chin lc

GVHD: TS. Nguyn Thanh Lim

cng ty phn b cc c s thay th theo cc iu khon chp nhn c. Cng ty tin rng cc thit b v c s ca cng ty u ang trong iu kin tt v ph hp vi nhu cu ca cng ty. Thng tin v cc ti sn s dng ch yu n 30/11/2008 c tm tt trong bng sau: i thu/s hu

a im Chu M Hebron, KY Canton, MS Henderson, NV Westlake, TX Etobicoke, Canada Naucalpan, Mexico Chu u Kiskunhalas, Hungary Plock, Poland Northhampton, U.K Sabadell, Spain Corlu, Turkey Chu Thi Bnh Dng Adelaide, Australia Cape Town, South Africa Hiratsuka Kanagawa, Japan

Mc ch s dng

Phn phi Phn phi Phn phi Trung tm d liu Phn phi Phn phi

S hu S hu S hu i thu S hu i thu

Sn xut v hon thin Sn xut v hon thin Phn phi Phn phi Sn xut, hon thin v Phn phi

S hu i thu S hu i thu S hu

Phn phi Sn xut, hon thin v Phn phi Phn phi

i thu i thu S hu

Cc tr s ton cu v tr s ti khu vc chu M u c t ti cc c s i thu San Francisco, California. Cc tr s chnh ti chu u v chu Thi Bnh Dng ln lt c t ti cc c s i thu ti Brussels, Belgium v Singapore. n 30/11/2008, cng ty thu hay s hu 104 vn phng bn hng v qun l ti 40 quc gia, v thu s lng nh cc nh kho ti 3 quc gia. Cng ty ang bn hay cho thu li nhiu c s m cng ty s hu hay i thu nhng chng khng cn hot ng na.
Nhm SMLs - 59 Levi Strauss & Co.

Qun tr chin lc

GVHD: TS. Nguyn Thanh Lim

* Cc chi nhnh/cng ty con ca Levi Strauss & Co. Levis Only Stores, Inc. Levi Strauss International, Inc. Levi Strauss Japan Kabushiki Kaisha Levi Strauss (Hong Kong) Limited Levis Only Stores Georgetown, LLC Majestic Insurance International Ltd. Levi Strauss International Levi Strauss Commerce (Shanghai) Limited Levi Strauss de Mexico, S.A. de C.V. Levi Strauss & Co. (Canada) Inc. Levi Strauss Argentina, LLC Levi Strauss Eximco de Colombia Limitada Levi Strauss De Venezuela C.A. Levi Strauss, U.S.A., LLC Levi Strauss Asia Pacific Division Pte Ltd Levi Strauss do Brasil Industria e Comercio Ltda Levi Strauss (Australia) Pty. Ltd. Levi Strauss Mauritius Ltd. Levi Strauss Korea Ltd. Levi Strauss (New Zealand) Limited Levi Strauss (Malaysia) Sdn. Bhd. Levi Strauss Philippines, Inc. Levi Strauss Philippines, Inc. II
Nhm SMLs - 60 -

Levi Strauss de Espana, S.A. Levi Strauss Italia S.R.L. Levi Strauss Germany GmbH Levi Strauss Belgium SA Levi Strauss (Suisse) SA Levi Strauss Hungary Trading Limited Liability Company Levi Strauss Continental SA PT Levi Strauss Indonesia LS Japan LTD. Levi Strauss (India) Private Limited Levi Strauss Pakistan (Private) Limited Levi Strauss Trading (Shanghai) Limited Dongguan Levi Apparel Company Limited GSO Holdings Ltd. Levi Strauss Nederland B.V. Levi Strauss Nederland Holding B.V. Levi Strauss & Co. Europe SCA Levi Strauss International Group Finance Coordination Services SCA Levi Strauss Istanbul Konfeksiyon Sanayi ve Ticaret A.S. Levi Strauss South Africa (Pty.) Ltd. Levi Strauss Poland Sp. zo.o. Dockers Europe B.V.
Levi Strauss & Co.

Qun tr chin lc

GVHD: TS. Nguyn Thanh Lim

Levi Strauss Praha, spol. s.r.o. Levi Strauss Hellas AEBE Levi Strauss Benelux Retail BVBA Levi Strauss (U.K.) Ltd. Paris O.L.S. S.A.R.L. Levi Strauss Dis Ticaret Limited Sirketi Levi Strauss Pension Trustee Ltd. * H thng phn phi

501 Holdings, C.V. 505 Finance, C.V. 550 Holdings, C.V. Levi Strauss do Brasil Franqueadora Ltda. Dockers UK Limited Retailindex Ltd. Dockers Ireland Ltd.

Levi Straus & Co. phn phi sn phm ca cng ty thng qua nhiu hnh thc bn l trn khp th gii, bao gm: cc chui v khu ca hng, cc ca hng nhng quyn thng mi v cc ca hng chuyn bn cc sn phm ca cng ty do cng ty qun l, cc ca hng a nhn hiu, cc nh bn l theo knh i chng, cc website ca cc nh bn l cng nh ca cng ty. Cc nh bn l a nhn hiu Chin lc phn phi ca cng ty l tp trung vo vic lm cho nhn hiu v sn phm ca cng ty sn c mi ni m ngi tiu dng mua sm, bao gm vic cung cp sn phm v sp xp thch ng vi cc khch hng bn s ca cng ty v cc khch hng bn l ca h. Cc sn phm ca cng ty cng c bn qua mng Internet nh cc bn th ba c cho php. Doanh s ca 10 khch hng bn s hng u ca cng ty chim khong 37%, 42% v 42% tng doanh thu thun ln lt trong cc nm ti chnh 2008, 2007, 2006. Khng c khch hng no chim hn 10% doanh thu thun trong cc nm ny. Cc ca hng chuyn dng Cng ty tin rng cc ca hng bn l chuyn bn cc nhn hiu ca cng ty l rt quan trng cho s tng trng, hin din, tnh kh dng v thnh cng thng mi ca cc nhn hiu ny v chng ngy cng tr thnh mt phn quan trng trong chin lc m rng phn phi sn phm trong c ba khu vc hot ng ca cng ty. Cc ca hng chuyn dng ny va c iu hnh bi cng ty va bi cc bn th ba c lp nh cc cng ty c nhng quyn hay c cp php. Ngoi cc ca hng chuyn
Nhm SMLs - 61 Levi Strauss & Co.

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dng. cng ty cn duy tr cc website chuyn dng cho cc nhn hiu bn cc sn phm trc tip n khch hng l. Ca hng bn l do cng ty qun l: Cc ca hng tc tuyn v ca hng do cng ty qun l to ra xp x 8%, 6% v 4% doanh thu thun trong ln lt cc nm ti chnh 2008, 2007 v 2006. Tnh n ngy 30/11/2008, cng ty c 260 ca hng do cng ty qun l, phn ln l cc ca hng Levis 24 nc trn khp ba khu vc. Cng ty c 93 ca hng Chu M, 92 ca hng Chu u v 75 ca hng khu vc Chu Thi Bnh Dng. Trong nm 2008, cng ty m thm 70 ca hng mi do cng ty qun l v ng 10 ca hng. Ca hng nhng quyn v cc ca hng khc: Khong 1500 ca hng chuyn dng cc nhn hiu ca cng ty theo hnh thc nhng quyn, cp giy php, hoc hnh thc khc bn cc sn phm Levi's, Docker v Signature of Levi Strauss & Co.TM ti cc th trng bn ngoi nc M. Cc ca hng l mt yu t then cht ca cng ty trong vic phn phi sn phm trn th trng quc t, v chng c iu hnh bi cc bn th ba c lp. Ngoi ra, Levi Strauss xem xt vic thit k hnh thc shop-in-shops (ca hng trong nhiu ca hng) trong cc khu ca hng nh l mt thnh phn quan trng ca mng li bn l ca cng ty trn th trng quc t. Tnh n 30/11/2008, cng ty c khong 200 ca hng trong cc ca hng (shop-inshops) chuyn dng. Cng ty cng cp php cho cc bn th ba kinh doanh cc ca hng dnh ring cho nhn hiu ca cng ty trong v ngoi nc M. XV.1.3. Cc ngun k thut * Nhn hiu thng mi Levi Straus & Co c hn 5 000 nhn hiu thng mi ang c ng k v ang dn c p dng ti khong 180 quc gia trn th gii. Cng ty coi chng nh l ti sn c gi tr nht ca mnh v tin tng rng chng c gi tr to ln trong vic tip th sn phm ca cng ty. Cc nhn hiu thng mi Levis , Dockers , 501 , Thit k ng khu vng cung Arcuate Stitching Design, Tab Device v Two Horse

Design l nhng nhn hiu thng mi ch cht ca cng ty. Levi Srauss & Co bo v cc nhn hiu ca n bng cch ng k ti vn phng

bng sng ch v nhn hiu thng mi Hoa K (the U.S Patent and Trademark Office) v ng k vi cc c quan chnh ph ti cc quc gia khc, c th l nhng
Nhm SMLs - 62 Levi Strauss & Co.

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ni m cng ty sn xut v bn sn phm. Cng ty cn thc hin mnh m v bo v cc quyn nhn hiu ca mnh bng cch xem xt cc phn hi t th trng thng xuyn, gip cc nh thi hnh lut a phng pht hin v truy t nhng k lm gi, gi n yu cu cc bn th 3 chm dt vic xm phm v bi nh cc nhn hiu ca cng ty, phn i vic ng k lm xm phm nhn hiu thng mi v tin hnh khiu kin nu cn thit. Cng ty hin ti ang theo ui xp x 800 vn xm phm trn ton cu. Cng ty cng lm vic vi cc nhm thng mi v cc cng ty trong ngnh nhm tng cng sc mnh cho cc lut l lin quan n vic bo v quyn ti sn v s hu tr tu cc th trng trn ton th gii. XV.2. Ngun lc v hnh Trong vic to ra cc nng lc ct li, so vi cc ngun hu hnh, cc ngun v hnh l ngun c tc dng hu hiu hn v ni tri hn. Vi nn kinh t ton cu thnh cng ca mt cng ty ph thuc vo tr tu v ngun lc c tnh h thng nhiu hn cc ti sn vt cht ca n. Hn na, kh nng qun tr tr tu ca con ngi v chuyn n thnh nhng sn phm, dch v mt cch thnh cng ang nhanh chng tr thnh cc k nng iu hnh c bn ca thi i. C nhiu bng chng cho thy t trng cc ngun v hnh ang c khuynh hng tng ln rt nhanh v chim u th so vi cc ngun hu hnh. iu ny cng hon ton ng vi Levi Strauss. XV.2.1. Cc ngun danh ting Levis l mt hng ni ting chc-bn ph hp vi gii lao ng v tui i mi thch s ph cch trong trang phc. c pht minh t nm 1873 bi Levi Strauss & Co, Levis Jeans l nhng chic jeans u tin, hng hiu ch thc u tin trn th gii. C mt ti hn 110 nc trn th gii, rt nhiu th h khch hng b chinh phc bi s a dng v mu m v phong cch, sc cm hng y tr tng tng trong thit k cng nh cht lng ca mt thng hiu ton cu. Ring i vi nhng tn ca mode, s hu mt mn Levis cn th hin ng cp v s am hiu ca h v thi trang ni chung v v jeans ni ring. Cng vi thi gian, nhng chic qun jean mang nhn hiu Levi ngy cng ni ting. Trong sut c th k 20, uy tn ca hng Levi Strauss vi mt hng chnh hiu cht lng tuyt vi ngy cng c nng cao.

Nhm SMLs

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Nh nhng chic qun b Levis m Levi Strauss tr thnh mt i triu ph vo thi k u ca th k 20. Thng hiu qun b Levis ca Levi Strauss ngy nay c nh gi l mt trong nhng thng hiu hng ha t nht th gii, vi gn 4 t USD. Qun jean v thng hiu Levis t khi ra i nhanh chng pht trin v len li vo mi tng lp x hi. Cng vi nc gii kht Coca cola, thi trang qun b tr thnh biu tng ca vn ha ngi M, li sng ca ngi M. Rt kh gii thch mt cch y v thuyt phc v sao nhng chic qun b m Levi Strauss pht minh ra li c a chung n th. V nht l ti sao mt thi trang qun b khng b lc hu d tri qua n gn chc th h. Chnh ng t qun b Levi Strauss nu cn sng cng khng th tng tng ra iu . c bit hn, khi sinh thi, qun b m Levi Strauss pht minh ch l mc lao ng. Th nhng iu k diu xy ra trn thc t l qun b tr thnh qun trng din, khng ch cho gii bnh dn m c gii snh iu thi trang. Qun b ca Levi Strauss vt qua bin gii nc M, b vo chu u, chinh phc chu u ri c th gii. Ngoi ra, Levi cn c bit n nh mt nh t thin ln. Hnh ng i x tt vi x hi ca Levi Strauss vn tip tc ko di. Hn 50 nm sau, qu Levi Strauss vn tip tc ng h v lm cho x hi thay i. Ngay t ngy khi u, t chc chi hng chc triu la cho cc hot ng t thin khp th gii, gip cc gia nh kh khn. XV.2.2. Cc ngun sng kin * Cc tng v kh nng ci tin - S i mi th k 20 Mi b qun o, k c b thi trang hay truyn thng, u l mt phn trong di sn ca Levi Strauss. Trong th k 20 ny nhng chic qun jeans truyn thng c khi phc li bng loi vi b mi c tn l Levi's. ng may c lm ni bt m, nhng chi tit c trng ca chic qun Levi's c lm to ra: khuyt bng ng, nhn , ming da tht hnh 2 con nga v ng may trn ti sau ging nh cnh chim. Th gii thi trang nhanh chng n nhn dng sn phm ny bao gm qun Levi's Engineered Jeans v qun Levi's Superlow...
Nhm SMLs - 64 Levi Strauss & Co.

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Dng sn phm Levi's Copper ra i thc s gy c s cun ht. Tinh thn sng to chung ca dng sn phm ny l s quyn r th rp. Mang m tinh thn c in, qua nhng ng nt kho lo t m, nhng chic inh tn to bn bng ng, chi tit da th v s hon thin kiu c nh by t s knh trng ti nhng chic qun jeans c inh tn u tin c pht minh ra hn 130 nm trc. ng may vin mu ng sng ti nh pha ngoi lm ni bt ln ng cong c trng ca Levi's, nhng ng cong may ni chu p lc cnh qun. Nhng chic cc v inh tn dng Copper c s dng cng nhum mu ng theo mt mtp thng nht. Sn phm chnh ca dng ny l cc loi qun jeans vi ti sau may nghing v ti trc may hnh mi xng mt cch tinh vi. Ming da tht c in hnh 2 con nga c trng cho nhn hiu Levi's cng c lm theo kiu khng cn xng. Nhng chic qun c hon thin theo kiu c vi tng mu t trung ti ti, ph ra ngoi mu ca cht vi. Nhng ng ch khng ct ht, cc vt nhn v nhng mng ming ri nh s cu th u li l s hu mang n s tng phn tinh t cho dng Copper. Khu hon thin cng mang ci tn ly cm hng ca nhng chng cao bi min Ty nh Orange Country, Gold Rush, American Cowboy. T mt chic qun b v n nay vn l chic qun, nhng Levi's vn khng ngng sng to chic qun thng hiu Levi's tr thnh phong cch v kinh nghim sng cho ngi s dng chng. Ngoi ra cng ty cn cho ra i Nhng chic qun RedWire DLX, c thit k cha mt Apple iPod. Hn 150 nm qua, Jean Levis tr nn quen thuc trn ton th gii vi nhng dng sn phm cht lng, kiu dng p v gip ngi mc nh hnh mt phong cch ring y ni bt v quyn r. Trong nhng nm gn y, i cng xu hng chung ca thi trang th gii, Levis tung ra nhiu sn phm ph hp vi nhu cu ca gii tr nh Copper, Lady Style, Red Tab Nhng b su tp ny to nn mt cn st v phong cch cho gii tr trn ton th gii. Nhng chic qun jeans vi nhng nt ct sc so, vin Swarovski, m st ngi, gip ngi mc c mt vc dng thanh mnh, sang trng hn. i cng trang phc jean l vy v o thun ng b, to nn mt v p li cun v y t tin. Vy jean Levis mang nhng nt chm ph l cho nhng bn tr mun to mt phong cch bi, t tin v sinh ng. Vi cc thit c bit gip to dng cho i chn v vng ba, cc thiu n mang thi trang Levis trong nm 2008 s thc s
Nhm SMLs - 65 Levi Strauss & Co.

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ni bt. B su tp dnh cho nhng i tnh nhn to nn sc ht mnh lit cho nhng bn tr ang yu. Khng phi ch gip bn p hn trong mt ngi y m cn gip bn rt ngn khong cch n gn nhau hn. Trit l lm vic ca Cng ty c th hin r nt thng qua nhng mu thit k tinh xo vi phong cch c trng nhm tn vinh nt p con ngi. Phong cch c trng ca M cng vi i nt phng Ty mang n cho trang phc Levis mt v c o mi l, va c in va tr trung, hin i. Vi cc sn phm ca Levis, khch hng c th t do to nn cho mnh mt phong cch thi trang ring. Ni ting v cht lng, ti nng tip th v l ngi m ng cho cc phong cch thi trang mi, Levis mang n nhng b su tp thi trang a dng cho nam, n, v c tr em. Ngoi ra, Levis cn m rng kinh doanh trong cc lnh vc khc nh giy, mt knh, tht lng, n trang, in thoi, ng h, ti xch v nc hoa. L ngi tin phong trong lnh vc thi trang jean, Levis v lun mang n cho thng ca mnh nhng sn phm c o, to mt tro lu thi trang vi phong cch hon ton ring bit. l do trit l kinh doanh: Levi Strauss, sng to khng ngng Nm 1912, Levi Strauss pht minh ra Koveralls, b o lin qun cho tr em. Koveralls sau cng ni ting n mc mt nh my mi c xy dng Franhford, bang Indiana vo nm 1920 sn xut, nh du ln u tin sn phm ca Levi Strauss c bn trn ton nc M. Khi nhiu cng ty khc bt u sn xut qun jean may bng vi bng cho, nhn hiu Levis cng to ra s khch bit cho nhng chic qun jean ca mnh bng cch gn thm vo ti sau bn phi mt ming nh mu sm. Cho ti ngy nay, mnh gn mu ca Levis c tha nhn l biu tng phn bit qun jean chnh hiu. Vi thp k sau , khi vic chng thc sn phm c tha nhn, Levi Strauss to thm cho nhn hiu ca mnh hnh nh ca mt s ban nhc rock ni ting ca nhng nm 1960 nh Jefferson... Trong nhng nm ny, qun jean Levis tr thnh ng phc ca c mt th h thanh nin v l biu tng cho s ni lon ca tui tr cc nc phng Ty.

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Levi Strauss & Co.

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Nm 1986, nhn hiu Dockers ca Levi Strauss gip to ra mt chng loi qun o mi ti M, qun kaki n ng, ri tr thnh mt hng pht trin nhanh nht trong lch s ngnh may mc M. Qun kaki nhn hiu No1.US lm cu ni gia qun jean v nhng b coml. Ngy nay, sn phm mang nhn hiu Dockers c bn hn 50 nc trn th gii. Dng sn phm c gi l Levis thin nhin ra i nm 1991 (vi nm trc c t ph ca cng ty thi trang d ngoi Patagonia xm nhp vo th trng may mc) vi kt qu doanh thu gy chn ng: Cht liu vi ca nhn hng Eco ca Levis l 100% cotton, cch thc sn xut t nhin ca dng Eco ca cng ty Levis c ng dng cho dng sn phm ca Red tab gm b su tp 501-v c b Capital E cng nh cc dng sn phm c tim nng khc trong tng lai. Thm vo , cht liu vi, nt, dy ko c ti ch t cc kim loi v nhum mu t nhin ca jean. Phn ng nhn c s dng bng giy ti ch, dng vi mc in c chit xut t ht u. Tnh c o lun l c trng chnh trong trit l kinh doanh ca Levi Strauss. Tinh thn tin phong c hnh thnh cng vi pht minh ra qun jean lun thm su vo cc hot ng ca Levi Strauss. Cc th h k nghip Levi Strauss nm 2003 cho ra i mt dng qun jean vi bng cho c nhn hiu Levis Type 1 (TM) Jean. Dng sn phm ny cao cc c im khc bit ca qun Jean Levis th hin cc inh tn, ming gn mu v ming da c hnh hai con nga cng nhng ng may hnh cung trn ti qun. Hng cng a n cho nhng khch hng am tng qun Jean mt nhn hiu mi l Levi Strauss Signature vo cui nm 2003. XV.2.3. Nhn s Cui thng 11 nm 2008, nhn vin ca cng ty khong chng 11.400 ngi, trong 4.700 ngi M, 4.400 Chu u, v 2.300 Chu Thi Bnh Dng. C khong 3.600 nhn vin lm vic trong khu sn xut, 2.100 ngi lm vic trong khu bn l, 1.700 lm vic trong khu phn phi v 4.000 nhn vin khng trc tip tham gia sn xut hng ho. * Mt s nh lnh o cp cao ca Levi Strauss & Co.

Nhm SMLs

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Gary Rogers Ch tch hi ng qun tr tt nghip i hc California 1963, ni ng nhn c bng c nhn khoa hc v k thut c kh, c tng thng cho kh nng lnh o ca mnh, c nhn bng danh d v hc bng. ng tt nghip i hc Harvard nm 1968

John Anderson Ch tch & Gim c iu hnh c rt nhiu kinh nghim v nhn hiu

Robert Hanson

Cathy Unruh

Ch tch, Levi Strauss chu Ph ch tch cp cao, Gim M & Nhn hiu Levis M c ngun nhn lc ton cu

Levis, c nhn bng c nhn l mt ngi c ng gp quan trng, c tnh cht quyt nh trong vic a ra nhng sng kin kinh

Dockers and Levi Strauss vn chng ca trng i Signature v l 1 nh hc Saint Mary

lnh o nng ng, c California, tng tham

kin thc rng ln trong d kho hc v Marketing doanh bao gm chuyn i cc hot ng sn xut, tiu dng kinh doanh v marketing ngun sn xut, pht trin nhn hiu Levi Strauss Signature, v thit k hoch nh ngun nhn lc i mi, qun l thnh tch v cc chng trnh tr cp.

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Armin Broger Ch tch, Levi Strauss chu u ngi am hiu v ngnh may mc vi kinh nghim quc t su rng, c bng MBA v Qun tr Kinh doanh t trng i hc University of Notre Dame

Hilary K. Krane Ph ch tch cp cao v ban t vn nhn bng c nhn i

David Love Ph ch tch cp cao v Gim c b phn chui cung ng

hc Stanford nm1986 v sut 23 nm lm vic vi bng Lut ti i hc LS&CO, l ngi c vai Chicago nm 1989 tr quan trng trong vic chuyn i kh nng ngun lc ton cu v gp phn cho thnh tch hot ng xut sc ca cng ty

Tom Peck Ph ch tch cp cao, Gim c cng ngh thng tin nhn bng c nhn ti hc vin hi qun M vi

Larry Ruff Gim c marketing ton cu, Ph ch tch cp cao, Chin lc v Marekting ton cu

Aaron Boey Ch tch, Levi Strauss khu vc Chu Thi Bnh Dng nhn bng c nhn khoa

s xut sc trong lnh vc nhn bng c nhn vn hc v sinh vt hc kinh t, v bng thc s v chng v bng danh d qun l ca trng i hc ti i hc Rutgers nm Naval Postgraduate 1978, bng thc s kinh t ca i hc Cornell nm 1982

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Susan Brennan Ph ch tch cp cao & Qun l chung, nhn hiu Signature by Levi Struass & Co.

Jim Calhoun Ch tch, nhn hiu Dockers

Loreen Zakem Ch tch nhn hiu President Levis, bn s

Tm li Cng ty ang s hu mt i ng cc nh lnh o ti nng, giu kinh nghim, lng nhit huyt vi cng ty, c o to rt bi bn thch nghi vi s bin ng khng ngng ca mi trng ton cu m cng ty ang hot ng. c bit, i ng thit k ca Levi's l nhng ngi xut sc n t cc trung tm thi trang ni ting ca New York, London, Belgium, Nht, Hng Kng. ***

XVI. CHUI GI TR V S SNG TO GI TR

Chui gi tr Chc nng chnh R&D Qun tr vt liu (Thu mua) Sn xut Marketing Dch v

Ch c nng h tr

Qun tr ngun nhn lc H thng thng tin C s h tng

XVI.1. Cc hot ng chnh XVI.1.1. Nghin cu v pht trin (R&D) Ti Levi Strauss & Co., cng tc thit k v pht trin cc sn phm c v mi c tin hnh thng xuyn. Thng qua hot ng ny, cc sn phm ca cng ty ngy cng tng tnh nng v thm hp dn i vi khch hng. V nh , cng ty c
Nhm SMLs - 70 Levi Strauss & Co.

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th to ra gi tr ngy cng ln dn n s khc bit cho cc sn phm ca mnh. V d nh: Nm 1984 cng ty cho ra mt li mu qun nguyn bn jeans Levis Shrink-To-Fit 501 v thay i loi jeans. Ngoi vic marketing cho mu qun jeans 501 thng qua qung co trn TV, cng ty cn gii thiu cc sn phm hon chnh c tnh i mi lin quan n cc k thut nh l git v ty trng. Tt c cc mu qun jeans Levis ngy cng ph bin, nhng sn phm ny lm thay i t ngt ci nhn v thi trang jeans trn ton th gii v thc s cung cp nng lng cho s pht trin ca Levi Strauss & Co. Vi s ra i ca nhn hiu Dockers vo nm 1986, cng ty to ra mt loi qun o thng thng hon ton mi m nc M, ni lin khong cch gia b vt v jeans. Mt nm sau, kaki nhn hiu Dockers tr thnh nhn hiu qun o c tc pht trin nhanh nht trong lch s. Sut nhng nm 1990, cng ty lm thay i trang phc lm vic ca cc nhn vin vn phng. Nm 2003, cng ty to ra mt nhn hiu mi cung cp cc qun o thng thng nhng kiu cch, thi trang cho nhm nhng khch hng hiu bit gi tr ngy cng tng trn ton th gii. c trnh lng u tin M, nhn hiu Signature by Levi Strauss & Co. l nhn hiu u tin cung cp jeans cht lng cao cho mi i tng n ng, ph n v tr em trn cc knh i chng M. Cng ty pht trin loi sn phm trong knh ny bng cch thit lp mt nh v marketing quan trng cha tng c cho jeans. V cng ty thc hin vic ny m khng lm suy sp n vic kinh doanh nhn hiu ch lc Levis. Ma thu nm 2006, nh sn xut mang thng hiu 150 tui ny thng bo v dng sn phm mi l nhng chic qun jeans nh mc mu ni bt. S ra i ca mt kiu qun jeans mi khng phi mt s kin l, iu ng ni l nhng chic qun Eco ca Levis ny c lm hon ton t si cotton hu c, v nu ch Eco c thu bng tay th gi ca n s l mt con s c ba ch s. Khi ngi tiu dng c nhn thc tt hn v tc ng ca hng ha ti mi trng th vic s dng vt liu hu c ngy mt tr nn ph bin, kch thch pht trin ngnh cng nghip thi trang s dng vt liu c ngun gc hu c. Cn Levi Strauss & Co. tin rng trn th gii c rt nhiu ngi quan tm ti qun bng vi cotton ca h. K t nm 2007, cng ngh x l hu c p dng cho qun Eco ca
Nhm SMLs - 71 Levi Strauss & Co.

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Levis s c p dng cho tt c cc dng mc ca n - c dng 501 c in na v dng vi bng cho cao cp Capital E. Ngoi vic s dng cotton hu c, cc v phc-m-tuya ca cc sn phm ny cn c lm t kim loi ti ch, cn vi qun th c nhum bng thuc nhum t nhin. Bao gi ngoi c lm t giy ti ch v c in bng mc c thnh phn chnh l tng. phn bit Eco vi cc dng khc ca Levi, ngi ta thu mt ch e thng bn trong ti qun trc hoc di gu ca chn qun tri, v tp mt ming bt nhum bng thuc nhum t nhin in ni ch Levi's v hnh hai con nga. Nhng sn phm c tnh t ph v sinh li cao c v nh l chin lc mi nht m cng ty p dng nhm gia tng li nhun ca mnh. XVI.1.2. Sn xut Trong qu trnh thc hin vic to ra cc sn phm jeans ca mnh, Levi Strauss & Co. n lc tin hnh sn xut mt cch hiu qu v ci thin nng sut t chi ph thp. Nm 2008, cng ty thc hin trit l tit kim chi ph trong ton b hot ng sn xut kinh doanh ca mnh. Cng ty t chc vic kinh doanh ca mnh thnh cc n v v gim chi tiu nhiu khu vc, chng hn nh chi ph i li. Cng ty cng gim chi tiu cho vic phn phi. Bin li nhun gp cao hn cho thy tnh hiu qu m cng ty nhn ra t ngun lc ton cu ca mnh. Nhng khon tit kim ny cho php cng ty u t vo nhng sng kin chng hn nh ERP v iu ny s lm tng nng sut sn xut v y nhanh tng trng kinh doanh trong tng lai. Cng ty vn khng ngng tp trung vo nng sut sn xut trong nm 2009, bao gm vic tht cht qun l vic chi tiu v tn kho qu mc cng ty c th tip tc u t vo hot ng kinh doanh. Hiu qu c ci thin cn gip cho cng ty thc y cc sng kin lu di. XVI.1.3. Marketing v Bn hng * Marketing Cng ty nui dng thng hiu ca mnh bng cch phi hp nhiu sng kin marketing a dng p ng nhu cu ca ngi tiu dng. Cng ty qung co trn khp th gii thng qua vic kt hp rng ri cc phng tin truyn thng, bao gm truyn hnh, n phm quc gia, mng Internet, rp
Nhm SMLs - 72 Levi Strauss & Co.

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chiu phim, bng dn yt th v cc phng tin ngoi tri khc.Cng ty s dng cc phng tin marketing ngoi tri khc nh ti tr m nhc v cc s kin, cho xut hin sn phm trong cc phim in nh ln, trong cc show truyn hnh, video m nhc v cc tp ch thi trang hng u cng vi cc k thut marketing thay th khc bao gm cc s kin ng ph v cc hot ng marketing kiu tng t nh vi rt. Cng ty c ng cho cc thng ip nhn hiu mt cch hon ton nht qun vi cc gi tr ca chng, cc gi tr ny phn nh cc thuc tnh duy nht ca cc nhn hiu, l: Nhn hiu Levis l nhn hiu jeans nguyn bn v ch thc, Nhn hiu Dockers l chuyn gia v kaki, th hin phong cch San Francisco t nhin v rt t tin. Sau , cng ty lm cho nhng chng trnh ny thch ng vi cc th trng a phng tng n mc ti a tnh thch hp v n tng. Chng hn nh, trong thng 7/2008, nhn hiu Levis trin khai chin dch marketing c tch hp trn ton cu u tin ca mnh k nim hnh tng chic qun jean Levis 501. Chin dch ton cu ny m rng t truyn hnh v in n n cc on video kiu, cc thnh phn s v cc phng tin ngoi tri, vi s trong c s dng cho c 3 khu vc, cn nhng s khc th ch xut hin cc th trng a phng. Cng ty cng duy tr cc trang web nh www.dockers.com, www.levi.com bn cc sn phm trc tip n ngi tiu dng M v cc quc gia khc. Cng ty vn hnh cc trang web ny cng nh trang www.levistrausssignature.com nh l nhng phng tin marketing tng cng s hiu bit ca ngi tiu dng v nhng nhn hiu ca cng ty v gip cho ngi tiu dng tm v mua sn phm ca cng ty. iu ny nht qun vi chin lc ca cng ty l bo m rng cc nhn hiu v sn phm ca cng ty lun sn c nhng ni m ngi tiu dng mua sm v vic sp xp v cung cp sn phm cng c phn bit mt cch thch hp. * Bn hng - Kinh doanh bn s v bn l ca cng ty Cng ty tip tc a dng ha v chuyn i loi hnh kinh doanh bn s ca mnh loi hnh chim phn ln trong doanh thu thun ca cng ty m bo rng cng ty p ng nhanh chng vi s thay i ca th trng bn l. V d, ti Hoa K, cng ty m rng phn phi nhn hiu Levis thng qua cc knh ca hng c bit, tip tc nng cp v m rng vic trng by Levis nhiu nh bn s chnh, nh Macys. Phng gii thiu, trng by mi cho nhn hiu Dockers mens M, bao
Nhm SMLs - 73 Levi Strauss & Co.

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gm cc sn phm v qun o, c kho nghim ti 100 a im trong vng 6 thng cui nm. Khi lng bn hng tng ln ng k ti cc ca hng kim nghim ny, khch hng cho bit rng vic gii thiu em n s d dng hn cho h mua sm v vic sp xp sn phm mi cng ph hp hn vi nhu cu ca h. Cng ty s hon thin cc t gii thiu mi v a chng n khch hng bn s chnh trong nm 2009. Nhng sng kin ny minh ha qu trnh cng ty xy dng cc mi quan h hp tc mnh m vi cc khch hng bn s. Cng ty lm vic cht ch, mt thit vi cc khch hng ny v pht trin cc k hoch m bo cc nhn hiu ca cng ty tip tc c khch hng tip cn rng ri, thay v c tip tc ng ca cc ca hng bn l v ph sn ti M. Cng ty cng ang chuyn i hot ng bn s trn ton cu. V d, ti Anh, Cng ty thc y vic gii thiu nhn hiu Levis ti mt nhiu im khch hng bn s trong nm 2008 m mang s tri nghim cho ngi tiu dng l. ng thi, cng ty tip tc m rng mang li ca hng l chuyn dng khuch trng s hin din trn th trng v sc mnh ca cng ty. Cc ca hng ny gip cng ty tip cn n c nhng khch hng mi v gii thiu cc nhn hiu ca cng ty, tng thm doanh s bn v xy dng ti sn thng hiu. S pht trin ca cng ty Chu u v chu Thi Bnh Dng cung cp nn tng cho s thnh cng ca cc ca hng bn l chuyn dng. Trong nm 2008, cng ty thm vo mng li ca mnh hn 200 ca hng bn l chuyn dng trn phm vi ton cu, nng tng s lng cc ca hng ln xp x 1700 ton th gii. Cng ty s tip tc m rng mt cch chin lc mng li bn l trong nm 2009, tp trung cc th trng tiu dng chnh trn th gii v tn dng nhng c hi xut hin trong mi trng kinh t y thch thc ny. XVI.2. Cc hot ng h tr XVI.2.1. Qun tr vt liu Cng ty to ra sn phm t nguyn vt liu th v cng ty em bn nhng sn phm ny thng qua mt mng li phn phi v chui cung ng phc tp. V vic lng ph s xut hin trong hu ht cc giai on ca tin trnh ny.

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GVHD: TS. Nguyn Thanh Lim

Cng ty pht trin nhiu gii php mang tnh sng kin gii quyt cc lng ph trong qu trnh sn xut v cch tip cn x l lng ph trong cc hot ng ca mnh cc tr s v cc knh phn phi. Vi tha t qu trnh sn xut c lm thnh cc ming n v mng cch m cho ngnh sn xut t, giy v n nm. Cng ty s dng li cc kin v cc thng vn chuyn hng ti cc trung tm phn phi trc khi ti ch li chng. V cng ty cng lun lun ci thin cc chng trnh ti ch cc vn phng v cc c s khc. Mc tiu c bn ca cng ty l tr thnh cng ty khng c lng ph v cng ty thc hin tng bc thc hin vic ny n cui nm 2008. Cc sn phm c lm bng si c thm vo dng sn phm qun jean v o Levis eco th vi 100% l vi bng hu c, cung cp cho khch hng mong mun quan tm n vn mi trng khi la chn qun jean cho h. Nhn hiu Signature by Levi Strauss & Co.TM gim bao b ca n v nhn hiu Levis cng thc hin nh vy cng vi vic s dng cht liu bao b ti ch khi cn thit. Trong hot ng phn phi v hu cn, cng ty sp t li cc mc treo ca mnh s dng t nha hn v cng nh vic bt u s dng li cc mc treo. Ngoi vic tit kim cho cng ty cc khon tin v nguyn liu th c ngun gc t du m, cng ty ci thin tnh hiu qu v ngun lc ca mnh. thc y cc mc tiu hiu qu v ngun lc di hn ca mnh, cng ty ang xy dng h thng qun tr thng tin tnh ton tt hn cc nguyn liu cho cc hot ng hng ngy v ni chng kt thc. Cng ty cng pht trin cc sng kin tip tc tinh thn ha cng vic ca cng ty. iu ny bao gm vic gim bao b v s lng cng nh kch thc cc th mc trn mi chic qun, o; gim s lng giy t cng ty s dng trong cc vn phng; gim s lng cc mu sn phm m cng ty pht trin trong mi ma; v tip tc ci thin cc chng trnh ti ch ca cng ty. Cng ty s tip tc thc hin cng vic ca mnh theo quan im vng i sn phm v kim tra xem lm cch no cng ty c th gim lng ph trong mi giai on v ti cc c s ca cng ty trn ton th gii. XVI.2.2. Qun tr ngun nhn lc * Tnh a dng trong lc lng lao ng

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Qun tr chin lc

GVHD: TS. Nguyn Thanh Lim

Ngi tiu dng sn phm ca LS&CO. c th c tm thy mi ng ngch trn ton cu, nhiu la tui, phong cch sng v vn ha. hiu v xc nh cc nhu cu tiu dng khc nhau, cng ty thu mt lc lng lao ng a dng tt c cc cp trong t chc v rt ra rng s a dng s to ra cc sn phm v cc chng trnh marketing cng phong ph nh vy. iu ny gp phn kch thch v cun ht ngi tiu dng v cc c ng quan trng khc Nm 2008, cng ty tip tc u t vo chng trnh nhm pht trin cc n ti nng ti cc khu vc v pht trin nhng chng trnh a dng theo mc tiu ti nhiu quc gia trn th gii. Ti tr s chnh ca cng ty chu u - Brussels, B, cng ty trin khai mt chng trnh c vn, cho php cc sinh vin i hc tr ang nhp c lin kt vi nhng nhn vin h c th gip nh hng cho cc sinh vin ny trong th gii kinh doanh v pht trin cc mng li x hi v ngh nghip. Cng ti Brussels, cng ty lp ra chng trnh nhm n vic duy tr v ng vin nhng cng nhn qu 50 tui. Chng trnh tp trung vo vic o to li cc cng nhn cho cc v tr mi khi trch nhim cng vic thay i hay tr nn t ng hn, v to ra cc c hi khuyn khch cho nhng cng nhn cao tui gi h li trong lc lng lao ng ca cng ty. Cc mc tiu a dng chu Thi Bnh Dng gp phi mt thch thc kh khn. Ti khu vc ny, cng ty tp trung tuyn dng v thng tin cho nhng nh lnh o gii, nhng ngi th hin r bn sc dn tc ti quc gia ni h lm vic. * Tiu chun lao ng K t nhng ngy u i vo sn xut ca LS&CO., khi cng ty s hu v iu hnh cc nh my ca mnh, cng ty c gng i i vi nhng ngi sn xut ra sn phm ca cng ty mt cch nghim tc v tn trng, v m bo h lm vic trong mi trng lnh mnh v an ton. Vo lc , iu ny ngha l tr cc mc lng hp l, cung cp cc li ch cnh tranh, pht trin cc c hi thng tin ngh nghip, gi nh my sch s v gn gng, v chia s li cho cng ng trong thi gian kinh doanh c li. Vi vic tp trung mnh m vo vic thc thi quyn li cho nhn vin, khch hng v cng ng ca cng ty, LS&CO. thit lp mt m hnh cng dn tp th ca chnh mnh.
Nhm SMLs - 76 Levi Strauss & Co.

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GVHD: TS. Nguyn Thanh Lim

Ngy nay, s cnh tranh trong th trng ngnh may mc phc tp hn nhiu so vi hi th k 19 v th k 20. Cng ty a ra mt vi quyt nh kh khn. Cng ty t b s kim sot c on m cng ty tng lm v ng h cho mt m hnh ni m phn ln vic sn xut l t mng li cc nh cung ng bn ngoi, hn 40 quc gia trn phm vi ton cu. Chnh cc gi tr ct li ca cng ty s thng cm, sng to, tnh chnh trc v s can m dn dt cng ty vt qua thi k chuyn tip ny, v gip nh du cho mt giai on mi ca lnh o LS&CO. v kha cnh tinh thn cng dn tp th - tp trung vo ngun lc ton cu trch nhim v bn vng. Nm 1991, cng ty trin khai cam kt Terms of Engagement, mt chun mc dnh cho cc nh cung cp, trong ghi chi tit vic k vng cc nh cung cp v vn trch nhim vi x hi v mi trng. Terms of Engagement p dng cho mi nh cung cp trc tip, cho bn c cp php v nh cung cp ph ca LS&CO. Chng l mt yu cu cng ty thit lp quan h vi nh cung cp, v cng ty gim st mi nh my thng xuyn. Cng ty l cng ty ton cu u tin pht trin nhng hng dn nh vy, v trong sn xut ton cu hin nay, cc chun mc cho nh cung cp c trong hu ht mi ngnh cng nghip. Nm 1999, LS&CO. b sung chun mc ca cng ty, tp trung hn vo nh my v mt chng trnh chp nhn quyn li cng nhn, tm kim h tr cho cc cng nhn cng ng, v nm 2000, cng ty tp trung ci thin cc iu kin lao ng ti nc ngoi thng qua s ng h ca cc chnh sch cng v iu chnh lut l. * Hot ng qun tr ngun nhn lc Ti Levi Strauss & Co., cc hot ng qun tr ngun nhn lc c iu chnh cho ph hp vi nhu cu a dng ca cng ty cng nh cc nhn vin ca cng ty. B phn qun tr cp cao ca cng ty tun theo nhng hng dn, nhng nguyn tc lnh o cn thit thc hin nhng mc tiu sau: (1) Hnh vi lnh o mi m (2) To gi tr cao hn cho nhng con ngi lm vic ti Levi (3) Cng nhn, nh gi tt hn cc ng gp ca c nhn v i, nhm (4) Thc hnh qun tr mang tnh o c (5) Truyn thng vi nhn vin mi lc, v
Nhm SMLs - 77 Levi Strauss & Co.

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GVHD: TS. Nguyn Thanh Lim

(6) Trao quyn cho nhn vin lm vic Mc tiu trng tm ca qun tr ngun nhn lc ca cng ty l tr thnh mt cng ty ton cu thc th thng qua vic: (1) Cc hot ng ngun nhn lc c thit k sao cho ph hp vi s khc bit vn ha a phng cc nc chu u, chu v chu M La Tinh; (2) Pht trin ngh nghip cho nhn vin v m rng nhn thc ton cu cho cng ty; v (3) a ra cc cng vic trn phm vi ton cu trong ton b hot ng ca Levi. Ngoi ra, nhn vin ca cng ty cn tri qua kha o to su rng m tt c cc nhn vin ny u phi tham gia vo cc lp hc vi cc ch v nhng mc tiu ch cht ca cng ty cng nh cc gi tr, tnh a dng v o c ca cng ty v thu hiu cc tng lp x hi, cc phong cch sng khc nhau ca con ngi. Ngoi ra, cng ty cn th hin rng h tht s to ra gi tr cho nhn vin thng qua vic to iu in h c th cn bng gia cuc sng gia nh/c nhn v trch nhim cng vic. Cc sng kin khc cng cho thy s quan tm ca cng ty i vi nhn vin ca mnh bao gm vic thc hin cc chng trnh nh: o to cc qun tr vin v gim st vin nhn thc r cc vn xoay quanh cng vic v gia nh, chng trnh ngh lm vn tr lng (time off with pay) cho cc k ngh l, ngh m v cc k ngh linh ng, tng thm s ngy ngh chm sc con ci v chm sc ngi gi i vi cc nhn vin c vn gia nh v h tr ti chnh pht trin cc chng trnh chm sc con nh hin ti cho cng ng, ni m Levi hot ng. * Tr cp Cc chnh sch v chng trnh tr cp ca LS&CO. c thit k h tr thc hin cc k hoch kinh doanh chin lc bng cch thu ht, duy tr v ng vin cc ti nng c bit. Kh nng cnh tranh hiu qu ca cng ty trn th trng ph thuc vo kin thc, kh nng v tnh chnh trc ca cc nh lnh o. Cc chng trnh tr cp ca cng ty gip to ra mt nn vn ha c tnh hiu qu, thnh tch v nguyn tc bng vic buc cc nh lnh o chu trch nhim i vi nhng kt qu t c, pht trin nhn vin cng ty v l tm gng biu hin cho cc gi tr ct li ca cng ty bao gm s thng cm, tnh sng to, tnh chnh trc v can m.

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Qun tr chin lc

GVHD: TS. Nguyn Thanh Lim

Ban ngun nhn lc (thuc ban gim c) chu trch nhim hon thnh ngha v ca hi ng gim c trong vic gim st thc hin vn tr cp cho cc nhn vin cp cao ti LS&CO. Mi nm, ban ngun nhn lc tin hnh xem xt li cc chng trnh tr cp v phc li ca LS&CO m bo rng cc chng trnh ny ng theo chin lc kinh doanh ca cng ty, thc tin cnh tranh ca cc i th cng cp v li ch ca cc c ng. XVI.2.3. H thng thng tin * Nng cp h thng ERP Ci thin h thng cng ngh thng tin ca cng ty l cch cng ty gim s phc tp v nng cao tnh hiu qu. Cng ty thnh cng trong vic gii thiu h thng Enterprise Resource Planning (ERP hoch nh ngun lc doanh nghip) chu Thi Bnh Dng. Tuy nhin, vic trin khai h thng ny M th vp phi kh khn v tn km hn nhng g cng ty d on. Cng ty i mt vi cc vn hot ng n nh h thng nh h thng b tr tr v nh hng vic chuyn hng n cc khch hng chu M. Cng ty nhanh chng cho ngi khc phc nhng vn ny. Nh , cng ty c th tha mn nhu cu ca khch hng trong sut ma bn hng cao im. Vi cch lnh o ca Tom, gim c cng ngh thng tin (CIO) ca cng ty, LS&CO. cng ty s ti u ha h thng ERP ti M trong nm 2009 nhm t c tnh hiu qu. Cng ty d nh s tip tc trin khai h thng trn ton th gii trong vi nm ti. * Trin khai phn mm BSI Entropy BSI Management Systems tha thun hp ng thnh cng vi Levi Strauss & Co v vic cung ng phn mm Entropy; mt gii php kim tra chui cung ng da trn web nhm n gin ha vic qun tr chui cung ng trong ton b cng ty. Phn mm Entropy cung cp mt gii php cho cc cng ty qun tr v gim bt cc ri ro chui cung ng, chu trch nhim gii trnh v phn b k hoch hot ng bn trong v bn ngoi cng ty (CAPA); qun l ton b qu trnh kim ton; ci thin v chia s thc hnh chui cung ng bn vng; v i ph li cc p lc bn ngoi. LS&CO l mt thng hiu c cng nhn ton cu, sn phm ca cng ty c bn ti hn 55.000 ca hng bn l trn khp th gii. LS&CO l cng ty u tin thit lp cc chun mc cho nh cung cp (Terms of Engagement - TOE) bao gm
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GVHD: TS. Nguyn Thanh Lim

cc tiu chun o c v mi trng. Phn mm BSI Entropy s thay th cho d liu TOE ban u ca cng ty, v gip cng ty xc nh cc yu cu ngy cng tng cho vic phn tch cacbon trong sn phm. Gii php cng s cung cp cho cc gim c v qun tr cp cao kh nng xc nh, nh gi v qun l chui cung ng trong hot ng kinh doanh, bng cc phn tch thi gian thc t, bo co thnh tch thng qua bng ng h qun l tc thi cc d liu chui cung ng trong ton cng ty. Gii php phn mm Entropy cn gip cng ty xc nh ri ro, vic thc hin, v qun l thnh tch trong mi kha cnh qun l, trch nhim x hi, mi trng, sc khe v an ton, cht lng v qun tr chui cung ng ca cng ty. XVI.2.4. C s h tng * Cu trc t chc Cng ty Levi Strauss hot ng trn phm vi ton cu, v th cu trc t chc tng i phc tp. Ngoi cc gim c chu trch nhim v cc hot ng chc nng nh ngun nhn lc, marketing, sn xut, cng ngh thng tin, chui cung ng, phn phi, chin lc, cn c cc b phn lnh o cp cao gim st iu hnh hot ng kinh doanh cho tng khu vc (chu M, chu u, chu Thi Bnh Dng) v cho tng nhn hiu (Levis, Dockers, Signature by Levi Strauss & Co.). * Vn ha cng ty Mi cng ty c mt nn vn ho ring. Vi Levi Strauss cng vy, Levi c mt nn vn ho rt c th v khc bit so vi cc cng ty khc. Vn ho cng ty ca Levi c c trng bi nhng c im sau: Cng ty cung cp mt mi trng lm vic theo thnh tch rt nng ng v mt vn ha t chc c m t bi vic thc hin o c v cam kt i vi trch nhim x hi. Cng ty lun coi trng v da trn cc hon cnh, tng lp, kinh nghim, kin thc hiu bit v ti nng phong ph, a dng ca tt c cc nhn vin. Cng ty cn bao qut v phn nh mt s a dng cc dn tc, vn ha v li sng khc nhau ca cc cng ng ni cng ty hot ng. Cc chng trnh nhn vin v sng kin ca cng ty gip cng ty phn bit mnh vi cc thc th khc trong cng ngnh kinh doanh.

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Qun tr chin lc

GVHD: TS. Nguyn Thanh Lim

Levi strass lun gn li ch ti chnh ca nhn vin vi cc mc tiu ti chnh chung ca doanh nghip. iu ny s kch thch tinh thn lm vic ng b bi v cc nhn vin cm thy rng h c lin quan, nh hng n s pht trin ca doanh nghip. V d nh: nm 2001 cng ty xc nh cc mc tiu ti chnh cho ton cng ty v nu t c cc mc tiu , mi nhn vin ca cng ty s nhn c mt mn tin thng bng tin lng ca c nm 1996. Ni quy ca cng ty Thnh cng ca Cng ty c xy dng trn mt li cam kt vng chc chu trch nhim v nhng g cng ty lm. Tinh thn on kt lun l trung tm cho mi hot ng ca cng ty, v l mt trong nhng gi tr ct li ca Cng ty. Hn 155 nm qua, cng ty lun lun thng tr nhng tiu chun o c cao nht trong qu trnh iu hnh cng vic kinh doanh ca mnh. Cc quy tc iu hnh cng vic kinh doanh ton cu ca Cng ty phn nh li li cam kt trong vic chu trch nhim v hot ng kinh doanh ca mnh. N cung cp li ch dn cho nhn vin cng ty trong nhng tnh hung kinh doanh c th xy ra nht, v nhn mnh tm quan trng ca qu trnh ra quyt nh to ra gi tr cho cng ty. Thc tin ca cng ty Tin phong trong ngnh may mc, cng ty l mt nh lnh o trong lnh vc thc hin ni lm vic an ton v tuyn dng cng bng trn khp th gii. LS&CO. l cng ty may mc a quc gia u tin pht trin mt chun mc ton din c thit k m bo rng cc cng nhn sn xut sn phm bt c ni u trn th gii u c an ton v c i x mt cch nghim tc v tn trng. Cam kt ca cng ty v cng bng trong c hi lm vic v s a dng din ra trc cc chng trnh nh hin nay, bt u t nhng nm 1940 khi cng ty xa b s phn bit chng tc cc nh my ti California. Cc chng trnh ca cng ty Cc chng trnh ca cng ty gip nhn vin p ng c nhu cu kinh doanh v nhu cu cuc sng hng ngy Cng ty ng h s t nguyn ca nhn vin

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Qun tr chin lc

GVHD: TS. Nguyn Thanh Lim

Cng ty nm trong s nhng cng ty u tin cung cp phc li cho nhn vin v thi gian ngh linh hot. Cng ty cng h tr lch trnh lm vic linh hot v nhiu la chn khc gip cho nhn vin qun l tt hn khi lng cng vic v nhu cu c nhn ca mnh. Cc nh qun l ca cng ty hun luyn nhn vin v gip h thit lp cc mc tiu thch thc mt cch chuyn nghip v c nhn. Cng ty cung cp gi tr cp ton b bao gm mt mc lng cnh tranh, cc k hoch ng vin ngn hn v di hn v nhiu phc li khc. XVI.3. Khai thc ngoi lc * Cung ng nguyn vt liu t bn ngoi T chc: Cc b phn Cung ng nguyn vt liu ton cu v h tr sn xut theo khu vc ca cng ty chu trch nhim ly mt mu sn phm trong giai on thit k thng qua qu trnh sn xut phn phi ti cc khch hng ca mnh. Mc tiu ca cng ty l kch thch quy m ton cu t c vic pht trin sn phm, cung ng nguyn vt liu hiu qu v gim tng gi thnh sn phm cho tt c cc nhn hiu v cc khu vc hot ng trong khi vn tp trung vo dch v a phng v qun tr vn lun chuyn. Thu mua sn phm: Cng ty tm ngun cung ng cho hu ht cc sn phm ca mnh thng qua cc cc nh sn xut hp ng c lp, phn cn li th c ngun t cc nh my sn xut ca cng ty. a im cung ng: Cng ty s dng s lng ln cc nh sn xut c lp trn ton th gii sn xut v hon thin cc sn phm ca mnh. Cng ty tin hnh nh gi cc iu kin v chnh tr, x hi, kinh t, thng mi, lao ng v bo v s hu tr tu nhng ni m cng ty tm ngun cung ng nguyn vt liu trc khi quyt nh sn xut nhng nc ny thng xuyn. Nm 2008, cng ty tm ngun cung ng ti cc nh sn xut theo hp ng gn 45 quc gia trn th gii. Cng ty tm ngun sn xut sn phm chu Thi Bnh Dng, trung v nam M (gm Mexico v cc nc Caribe), chu u, Trung ng v chu Phi. Cng ty mun tng ngun nguyn liu t cc nh cung ng hp ng chu . Khng mt quc gia no chim hn 20% ngun cung ng nguyn liu ca cng ty nm 2008.
Nhm SMLs - 82 Levi Strauss & Co.

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Thc tin cung ng: Hot ng cung ng nguyn vt liu ca cng ty bao gm cc kha cnh sau: Cng ty yu cu tt c cc nh cung cp theo hp ng chnh v ph - l nhng ngi sn xut hoc hon thin cc sn phm cho cng ty - phi tun theo chun mc Code of conduct ca cng ty. Chun mc ny lin quan ti cc iu kin lm vic ca cc nh cung ng cng nh cc hot ng v mi trng v tuyn dng. Cng ty cn yu cu bn c cp php phi m bo rng cc nh sn xut ca h cng tun theo cc yu cu ny ca cng ty. Chun mc Code of conduct ca cng ty bao gm cc hot ng tuyn dng nh lng bng v phc li, gi lm vic, sc kho v an ton, tui lm vic, tnh trng phn bit i x, cc vn v mi trng nh x l nc thi v cht thi rn, v cc hng dn php l v o c. Cng ty thng xuyn nh gi cc c s sn xut v hon thin sn phm thng qua cc hot ng kim tra v ci tin c s sn xut ti ch theo nh k bng vic s dng cc gim vin c lp ph thm vo i ng bn trong ca cng ty. Cng ty kt hp c bo co v kt qu hot ng vo vic ra quyt nh cung ng. Cng ty cng b tn v a im ca cc nh sn xut theo hp ng khuyn khch s hp tc trong vic gim st v ci tin nh my gia cc cng ty qun o, may mc vi nhau. Cng ty thng xuyn nh gi v trau trut hn na cc quy trnh theo chun mc ca cng ty. * H tr sn xut (logistic) Cng ty s hu v iu hnh cc trung tm phn phi nhiu quc gia khc nhau, v cng ty cng tin hnh cc hot ng logistic bn ngoi. Cc hot ng ca trung tm phn phi bao gm nhn thnh phm t cc nh sn xut theo hp ng v cc nh my, kim tra sn phm, chun b trng by ti cc ca hng bn l, v chuyn chng n cho khch hng v n cc ca hng ca cng ty. ***

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XVII. NNG LC CT LI
Khng phi tt c cc ngun lc v kh nng ca cng ty u l nhng ti sn c tnh chin lc. C th mt s ngun lc v kh nng khng c pht trin thnh nng lc ct li. Vn l chng ta cn phi nhn din v nh gi cc ngun lc v kh nng no tr thnh nng lc ct li ca cng ty. T gip cng ty c th t c li th cnh tranh bn vng. ng gi Ti chnh Danh ting Kh nng ci tin Marketing H thng phn phi cc khch hng bn s v ca hng bn l Ngun nhn lc Vn ha cng ty * Phn tch Ti chnh ng gi: Doanh thu ca cng ty lun n nh qua cc nm ngun ti tr n nh cc hot ng ca mnh Danh ting ng gi: Cc nhn hiu c rng ri ngi tiu dng bit n. Him: Cc sn phm ca cng ty l mt trong s t cc nhn hiu c a chung trn ton th gii Kh bt chc: Sn phm tr thnh vn ha tiu dng ca gii tr M cng nh th gii cng ty c x x x x x x x Him 0 x 0 0 x 0 x Kh bt chc 0 x 0 0 x 0 x Khng th thay th 0 x x 0 x x x

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Levi Strauss & Co.

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Khng th thay th: Ngun lc v hnh gn lin vi s tn ti v hot ng ca cng ty Kh nng ci ting ng gi: Lm cho sn phm ph hp vi nhu cu tiu dng ca khch hng gip to lp li th cnh tranh cho tranh cho cng ty Khng th thay th: Yu t then cht cho thnh cng trong kinh doanh ca cng ty. Marketing ng gi: Kh nng lm cho ngi tiu dng bit n v tiu dng sn phm ca cng ty rng ri H thng phn phi cc khch hng bn s v ca hng bn l ng gi: Ngun lc gip a sn phm ca cng ty n tn tay ngi tiu dng Him: L mt trong s t cng ty xy dng c h thng phn phi rng khp trn ton th gii Kh bt chc: xy dng c phi tn nhiu cng sc, thi gian v tin bc Khng th thay th: y l cch thc ch yu gip cng ty c c s hin din trn ton cu. Ngun nhn lc ng gi: Gip cng ty vt qua cc kh khn v pht trin trong qu trnh hot ng Khng th thay th: Ngun lc gip hot ng ca cng ty thng sut Vn ha cng ty ng gi: Yu t nh hng hot ng ca cng ty cng nh nhn vin Him: Rt t cng ty c c vn ha y tnh o c v trch nhim x hi nh cng ty Kh bt chc: Vn ha ca cng ty c xy dng hn 150 nm

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Levi Strauss & Co.

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Khng th thay th: L linh hn ca cng ty, yu t khng th thiu trong cng ty Qua , chng ta xc nh c Cng ty c ba nng lc ct li nh sau: 1. Danh ting 2. H thng phn phi cc khch hng bn s v ca hng bn l 3. Vn ha cng ty ***

Nhm SMLs

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Levi Strauss & Co.

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XVIII. CHIN LC CP KINH DOANH

Levi Strauss & Company l cng ty u tin em n cho khch hng chic qun jean-mt loi qun o thng dng hin nay, thng hiu ca Levi Strauss ni ting hn 150 nm v n nay vn duy tr c danh ting ca mnh. C mt chin lc m n lun theo ui hay ni chnh xc hn l mt yu t to nn thnh cng ca Levi Strauss cho d mi trng kinh doanh c bin ng nh th no, l chin lc gy khc bit. * Levi Strauss to nn s khc bit ca mnh bng chnh vic lin tc ci tin sn phm, cho ra i nhng mu qun o c o, hp thi trang v p ng th hiu ca khch hng. T nhng chic qun jean vi cht liu tt dnh cho cc th m lm vic Levi Strauss ci tin thnh nhng b qun o dnh cho nhn vin cng s. Nhng chic qun jean trc y biu hin cho phong cch t do, phng khong dnh cho thanh nin Levi Strauss cho ra i nhng mu qun o ph hp cho mi la tui. c tnh ca chic qun jean ca cng ty ngy cng c thay i, khng cn cng v th nh trc y, vi jean hin nay mm mi v to cm gic thoi mi hn cho ngi mc, c bit cng ty cn dnh ring mt nhn hiu cho kaki. Levi Strauss cn to ra s khc bit bi s hp dn ca nhng b qun o i vi khch hng. Thng hiu Levi Strauss ni ting trong lnh vc thi trang hn 150 nm nay, c Th gii bit n nh mt cng ty hng u v sn xut jean. Khch hng b hp dn bi khng ch bi mu m hp thi trang ca nhng b qun o m cng ty tung ra th trng m quan trng hn c mt hnh nh v a v cao hn m n dnh cho khch hng. * Khng ch c s khc bit trong sn phm, Levi Strauss & Company cn phn th trng thnh nhng phn on khc nhau. Cng ty tung ra th trng nhng mu m qun o khc nhau,t nhng mu qun jean cao cp phc v cho nhng khch hng ang tm kim s gi tr n nhng b qun o bng cht liu kaki dnh cho i tng yu thch s gin d. Cng ty khng p dng mt mc gi cho cc nhn hiu ca n,mi nhn hiu phc v mt nhm khch hng khc nhau v c cc mc gi khc nhau. Mc ch ca Levi Strauss l mong mun p ng c nhu cu ca khch hng tt c cc phn on, t nhng
Nhm SMLs - 88 Levi Strauss & Co.

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ngi dn c thu nhp cao Chu u hay Trung ng n tng lp dn c c thu nhp thp v trung bnh nh Chu Thi Bnh Dung, Bc Phi. i vi ngi M th sn phm Levis l bnh thng v thng dng nhng vi ngi Chu u v Chu th li l sn phm dnh cho nhng k lm tin, mt chic qun jean 501 ti M bn vi gi 30$ th Tokyo l 63$, Pari l 88$, chnh v th m li nhun do hot ng kinh doanh mang li cho cng ty rt ln c c iu l nh s quyt tm kt hp vi mt chin lc kinh doanh tip th ng n mang li kt qu ng kinh ngc, nu nh th trng ni a ang thu hp th hot ng kinh doanh nc ngoi ca cng ty li pht trin mnh m ng gp ch yu vo tc tng trng ca Levis, c th n chim n 39% tng thu nhp ca cng ty v ng gp 60% li nhun, tc tng trng hng nm t 32% gp 05 ln trong nc. Hn th na Levi Strauss cn ta ra s khc bit bng cch kim sot tt c cc chi ph nhm pht hin yu t no khng thc s tc ng ti li th khc bit ho ca n, chnh v vy gi qun o ca cng ty khng vt qu nhng g m khch hng sn lng tr. * Cui cng, Levi Strauss cn c s khc bit trong chnh nng lc to ra s khc bit ca n l nghin cu v pht trin, bn hng v marketing. Levi Strauss tung ra nhng b qun o vi mu m a dng, phong ph trong tng cht liu, p ng nhu cu ca mi la tui chnh l nh n lc nghin cu th trng ca cng ty. Khng nhng nghin cu th hiu ca khch hng trong tng giai on, cng ty cn i u trong vic to ra xu hng thi trang mi trong lnh vc thi trang. Nhn hiu hng ha ca Levi Strauss v cc quyn s hu tr tu l quan trng vo thnh cng ca ca cng ty cng nh v th cnh tranh. Nu mt hoc khng c kh nng thc thi quyn s hu nhn hiu hng ho v cc quyn s hu tr tu c th gy tn hi cho vic kinh doanh ca cng ty. Chnh v vy, cng ty chi ngun lc ng k thnh lp cng nh bo v thng hiu, cc quyn s hu quyn s hu tr tu trn mt c s trn ton th gii nhm ngn chn vic nhi cc mu m qun o gy mt uy tn ca cng ty v lng tin ca khch hng Mt c im cui cng to nn thnh cng trong chin lc gy khc bit ca Levi Strauss chnh l hot ng bn hng v marketing. Cng ty c h thng bn l
Nhm SMLs - 89 Levi Strauss & Co.

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rng khp ton cu,c mt hn 110 quc gia trn th gii vi i ng bn hng nhit tnh lun lm va lng khch hng. Bn cnh , cng ty cn u t ddang k cho hot ng marketing, tm nhng gng mt ngh s ni ting v sng gi trong tng khu vc qung b sn phm, to nn tro lu mi trong th hiu thi trang. Chnh marketing to ra nhu cu cho ngi tiu dng, nn y cng chnh l mt yu t to nn s khc bit trong chin lc cp kinh doanh ny ca Levi Strauss & Company. ***

XIX. CHIN LC TRONG MI TRNG TON CU

Tp on Levi Strauss & Co c tr s chnh ti San Francisco vi hng chc c s sn xut vi khong 11.400 cng nhn, ch yu t ti cc nc c nhn cng r nh chu , M Latinh v ng u. Levi Strass l mt tp on kinh doanh trn ton cu, sn phm ca n c bn nhiu quc gia trn th gii. V vy, Levi cng nh cc cng ty kinh doanh trn ton cu khc u phi i mt vi sc p a phng v sc p chi ph. XIX.1. Sc p a phng Cng ty t chu sc p t a phng. Sc p t a phng pht sinh t nhng khc bit v th hiu v s thch khch hng, nhng khc bit v cu trc h tng, v knh phn phi v cc thi quen truyn thng. Trong khi , nhng sn phm ca Levi l nhng sn phm tiu chun ho ton cu, c tung ra th trng thng qua cc ca hng bn l hn 110 quc gia. Ngoi ra a phn sn phm ca cng ty hng nhu cu cho ngi tiu dng ch khng phi l i theo nhu cu ca ngi tiu dng. Bt u vi nhng chic qun jeans Levis, tinh thn tin phong ngm vo trong tt c cc kha cnh hot ng kinh doanh ca cng ty i mi v sn phm, v marketing, v thc tin lm vic v trch nhim cng dn. To ra xu hng. Thit lp nhng tiu chun. Khng ngng ci tin thng qua s thay i. V d nh: Nm 1984 cng ty cho ra mt li mu qun nguyn bn jeans Levis Shrink-To-Fit 501 v thay i loi jeans. Ngoi vic marketing cho mu qun jeans 501 c nhum v cng cp thng qua qung co trn TV, cng ty cn gii thiu cc sn phm hon chnh c tnh i mi lin quan n cc k thut nh l git v ty trng. Tt c cc mu qun jeans Levis ngy cng ph bin, nhng sn
Nhm SMLs - 90 Levi Strauss & Co.

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phm ny lm thay i t ngt ci nhn v thi trang jeans trn ton th gii v thc s cung cp nng lng cho s pht trin ca Levi Strauss & Co. Vi s ra i ca nhn hiu Dockers vo nm 1986, cng ty to ra mt loi qun o thng thng hon ton mi m nc M, ni lin khong cch gia b vt v jeans. Mt nm sau, kaki nhn hiu Dockers tr thnh nhn hiu qun o c tc pht trin nhanh nht trong lch s. Sut nhng nm 1990, cng ty lm thay i trang phc lm vic ca cc nhn vin vn phng. Nm 2003, cng ty to ra mt nhn hiu mi cung cp cc qun o thng thng nhng kiu cch, thi trang cho nhm nhng khch hng hiu bit gi tr ngy cng tng trn ton th gii. c trnh lng u tin M, nhn hiu Signature by Levi Strauss & Co. l nhn hiu u tin cung cp jeans cht lng cao cho mi i tng n ng, ph n v tr em trn cc knh i chng M. Cng ty pht trin loi sn phm trong knh ny bng cch thit lp mt nh v marketing quan trng cha tng c cho jeans. V cng ty thc hin vic ny m khng lm suy sp n vic kinh doanh nhn hiu ch lc Levis. XIX.2. Sc p chi ph i vi cng ty, sc p chi ph tng i cao. c pht minh t nm 1873 bi Levi Strauss & Co, Levis Jeans l nhng chic jeans u tin, hng hiu ch thc u tin trn th gii. Mt khc Cng ty vn khng ngng sng to chic qun thng hiu Levi's tr thnh phong cch v kinh nghim sng cho ngi s dng chng. Nhc n Levis, ngi ta ngh ngay n sn phm jeans cao cp. Ti nhiu nc trn th gii, c bit ti chu , nhn hiu Levis c bit n l nhn hiu trang phc jeans cao cp s 1 mt nhn hiu m gii tr ao c bi phong cch tr trung y c tnh, mang y cht mng m l tng nhng li pha mt cht tnh ni lon. Ring i vi nhng tn ca mt, s hu sn phm ca Levi's cn th hin ng cp v s am hiu v thi trang. V th, trong nhng nm trc y, Levis t chu sc p gim chi ph. Tuy nhin, vi s xut hin ngy cng nhiu cc i th cnh tranh, cc mc qun o jeans r tin khc dnh cho gii tr, s cnh tranh v gi gia cc cng ty trong ngnh din ra mnh m, thm vo Cng ty khng p ng c nhu cu ca ngi tiu dng Nht cng nh ca Wal Mart v vic gim gi thnh buc Cng ty phi c chin
Nhm SMLs - 91 Levi Strauss & Co.

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lc ph hp trn phm vi ton cu. Cng ty phi ct gim chi ph qung co nm 2006 v li dng nhng khon tin vay li sut thp lm tng li nhun v dng tin lun chuyn ca mnh. Li nhun ca Levis tng 29% trong qu III/2006. iu ny t c l do vic ct gim ng k nhn cng v ng ca nhiu nh my ti M v Canada ng thi ct gim hng nghn nhn vin. Hin nay, Levi Strauss ang chuyn a im kinh doanh sang mt s nc ang pht trin, ni c ngun nhn cng tng i r v th trng tiu th tng i kh quan. Nm 2008, cng ty thc hin trit l tit kim chi ph trong ton b hot ng sn xut kinh doanh ca mnh. Cng ty t chc vic kinh doanh ca mnh thnh cc n v v gim chi tiu nhiu khu vc, chng hn nh chi ph i li. Thm vo , cng ty cng pht trin nhiu gii php mang tnh sng kin gii quyt cc lng ph trong qu trnh sn xut v cch tip cn x l lng ph trong cc hot ng ca mnh cc tr s v cc knh phn phi. iu ny bao gm vic gim bao b v s lng cng nh kch thc cc th mc trn mi chic qun, o; gim s lng giy t cng ty s dng trong cc vn phng; gim s lng cc mu sn phm m cng ty pht trin trong mi ma; v tip tc ci thin cc chng trnh ti ch ca cng ty, (chng hn nh: Vi tha t qu trnh sn xut c lm thnh cc ming n v mng cch m cho ngnh sn xut t, giy v n nm, Cng ty s dng li cc kin v cc thng vn chuyn hng ti cc trung tm phn phi trc khi ti ch li chng, V cng ty cng lun lun ci thin cc chng trnh ti ch cc vn phng v cc c s khc). XIX.3. La chn chin lc
Cao

S gi c p m chi ph

Chin lc ton cu

Chin lc xuyn quc gia

Chin lc quc t

Chin lc a ni a

Thp Thp Sc p p ng a phng

Nhm SMLs - 92 Levi Strauss & Co.

Cao

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Qua phn tch trn, vi sc p v a phng thp cng vi sc p v chi ph ngy cng cao th vic Levi Strauss theo ui chin lc ton cu l ph hp. Chin lc ny gip Levi Strauss tng kh nng sinh li bng cch thu hoch li ch ca s gim chi ph do hiu ng ca ng cong kinh nghim v tnh kinh t ca a im. XIX.4. Phng thc thm nhp XIX.4.1. Cp php S hp dn ca nhn hiu ca cng ty i vi cc nhm ngi tiu dng v danh ting ton cu cho php cng ty cp php cc nhn hiu thng mi Levis , Dockers and Signature by Levi Strauss & Co.TM ca mnh cho nhiu loi sn phm ti nhiu th trng khc nhau, bao gm: giy dp, tht lng, v v gi xch, o khoc, knh mt, len, vy m, dnh cho tr em v ng, hng dt kim, hnh l, v cc sn phm ging. Thu nhp t hot ng cp php ca cng ty trong nhng nm gn y c xu hng gia tng v c m t trong bng s liu sau: VT: Ngn USD Doanh thu BH&CCDV 2008 2007 2006 2005 2004 4,303,075 4,266,108 4,106,572 4,150,931 4,093,615 97.78% 97.83% 97.94% 98.25% 98.62% Doanh thu t cp php 97,839 94,821 86,375 73,879 57,117 2.22% 2.17% 2.06% 1.75% 1.38% Doanh thu thun BH&CCDV 4,400,914 4,360,929 4,192,947 4,224,810 4,150,732 100% 100% 100% 100% 100%

Ngun: Bo co ti chnh cng ty Levi Strauss & Co. 2008 Cng ty cp php cho cc nhn hiu Levis and Dockers ti mi khu vc v cp php cho nhn hiu Signature by Levi Strauss & Co.TM ti khu vc chu M. Ngoi ra, cng ty cn tham gia tha thun vi cc bn th ba gii thiu, tip th v phn phi sn phm nhiu quc gia trn th gii, bao gm nhiu quc gia ti chu M La Tinh, Trung ng v chu Thi Bnh Dng.

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Cng ty tham gia tha thun cp php vi nhng ngi hi cc tiu chun v ph bn quyn, thit k sn phm v sn xut, v marketing v bn cc sn phm c cp php, v bo v cc nhn hiu thng mi ca cng ty. Cng ty yu cu nhng ngi c cp php phi tun theo cc chun mc trong vic sn xut theo hp ng v cam kt gim st c lp thc hin theo di ti ch thng xuyn v nh gi cc c s sn xut. XIX.4.2. Nhng quyn & Ca hng chuyn dng Cc sn phm ca cng ty c bn xp x 60,000 a im bn l hn 110 quc gia. Bao gm gn 1,800 ca hng bn l chuyn dng cc nhn hiu ca cng ty, k c cc ca hng nhng quyn v cc ca hng do cng ty iu hnh. Cng ty h tr cho cc nhn hiu thng qua mt c s h tng ton cu, gm c sourcing v marketing sn phm trn ton cu. Cng ty phn phi cc sn phm Levis v Dockers ch yu thng qua chui cc nh bn l v cc ca hng M v ch yu thng qua cc ca hng, cc nh bn l chuyn mn v cc ca hng nhng quyn bn ngoi nc M. Cng ty cng phn phi cc sn phm di nhn hiu Signature by Levi Strauss & Co.TM ch yu thng qua cc nh bn l knh i chng M v Canada v cc nh bn l nh hng gi tr v cc ca hng nhng quyn khc chu Thi Bnh Dng. Levi Strauss & Co. c thnh lp San Francisco, California vo nm 1853 v sp nhp vi Delaware vo nm 1971. Cng ty tin hnh hot ng ca mnh bn ngoi nc M thng qua cc cng ty con nc ngoi s hu trc tip hay gin tip bi Levi Strauss & Co. Cng ty iu hnh hot ng ca cc khu vc thng qua tr s chnh San Francisco, Brussels v Singapore. Cc vn phng iu hnh ca cng ty t ti Levis Plaza, 1155 Battery Street, San Francisco, California 94111. ***

XX. CHIN LC CNG TY

XX.1. Tp trung vo mt lnh vc kinh doanh n l T khi thnh lp ti nay, bn cnh cc sn phm chnh (l qun jeans), Levi Strauss cn cho ra i cc ph kin thi trang khc nh ng h, in thoi di ng, v da, tht lng, v.v. Tuy nhin, cc sn phm ny ch chim mt lng rt nh trong hot ng kinh doanh ca cng ty. Nhn chung, Levi Strauss & Co. ch tp trung sn
Nhm SMLs - 94 Levi Strauss & Co.

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xut jeans phc v cho nhu cu tiu dng qun o thi trang ca cc khch hng trn th gii. Cng ty ch yu sn xut v bn sn phm da trn ba nhn hiu ch yu l Levis , Dockers and Signature by Levi Strauss & Co.TM . Lch s ca cng ty cho thy iu ny. Nm 1985, Levi Strauss & Co. mnh dn tin hnh mt cuc ci t mnh m, cng ty bn hu ht cc c s kinh doanh lm n thua l v tp hp cc cng ty con nc ngoi trong mt nhm lin kt cht ch, sch lc ca cng ty l nhn xa trng rng, hnh ng chc chn, iu hnh mt h thng sn xut, phn phi v marketing c lin kt cht ch vi nhau Levi quay tr v vi nhng g m cng ty tng rt thnh cng l sn xut v bun bn qun jean. Levi lm mi li sn phm hng u ca mnh. Trc tin, cng ty u t 38 triu $ cho chin dch qung co gii thiu dng sn phm mang nhn hiu 501, y l mt s tin ln m t trc n nay cha c mt cng ty no b ra lm mt vic nh vy. Lc c nhiu ngi ghi ng sch lc ny ca Levi, c ngi ni: l s tin qu ln dnh cho mt sn phm bnh thng. Tuy nhin chin dch 501 ni ln tt c, n gi cho ngi tiu dung nh n truyn thng lu nay ca Levi v lm cho cng ty tp trung tr li vo th mnh ca mnh l sn xut nhng chic qun jean. Chnh v th m trong sut 06 nm tip theo s lng bn sn phm 501 tng hn gp i. Trn nn tng l nhng chic qun jean mu xanh da tri Levi bt u b sung them nhng sn phm mi v cng gt hi c nhng thnh cng. XX.2. Chin lc u t vo cc n v kinh doanh SBU Levi Strauss & Co. c ba SBU chnh l Levi Strauss & Co. ti M, Levi Strauss & Co. ti chu u v Levi Strauss & Co. ti chu Thi Bnh Dng. Vic chia hot ng cng ty thnh nhng n v hot ng kinh doanh ring gip cng ty nhanh chng nm bt th hiu ngi tiu dng v a ra cc sn phm ph hp cho khch hng theo tng khu vc a l. Nm 2008 doanh thu ca cng ty n t th trng M chim phn ln trong doanh thu ca cng ty (2 476 triu USD), th trng chu u (1 196 triu USD), th trng chu Thi Bnh Dng (729 triu USD). Tuy nhin, tim nng tng trng cho cng ty l cc th trng chu u v th trng chu Thi Bnh Dng, cc th
Nhm SMLs - 95 Levi Strauss & Co.

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trng c tc tng trng cao ha hn em li nhiu thun li cho hot ng ca cng ty. n v kinh doanh 1. Levi Strauss & Co. ti M 2. Levi Strauss & Co. ti chu u 3. Levi Strauss & Co. ti chu Thi Bnh Dng Th phn tng i Th phn cao Th phn thp Th phn cao T l tng trng ngnh Tng trng thp Tng trng cao Tng trng cao

p dng vo m hnh ma trn BCG, chng ta c kt qu nh sau:

Cao

2
Thp

Thp Cao

1
i
Th phn tng i

M c tng tr

i vi SBU b sa (Levi Strauss ti M), y l SBU c v th cnh tranh mnh trong mt ngnh may mc bo ha. l do n dch chuyn xa xung di so vi ng cong kinh nghim nn n c li th cao v l ngun pht sinh ngn qu mnh m. Tuy nhin, tc tng trng li nhun khng nhiu. V th nhu cu u t vn vo y l khng ng k. Cng ty duy tr v thu hoch b sa ny v cng s dng n h tr cho SBU du hi v nui dng SBU ngi sao. i vi SBU ngi sao (Levi Strauss ti chu Thi Bnh Dng), y l SBU mang li t l tng trng cao cho cng ty v li nhun lu di hp dn, v SBU du hi (Levi Strauss ti chu u) ni n cha cc c hi li nhun v tng trng lu di. Do cng ty s tip tc u t thm nhiu v pht trin cho chng.
Nhm SMLs - 96 Levi Strauss & Co.

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GVHD: TS. Nguyn Thanh Lim

Nhm SMLs

- 97 -

Levi Strauss & Co.