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BI TP NHM
MN QUN TR CHIN LC
----------------------------- ti: Tm hiu v phn tch cng ty dc phm EISAI
Gio vin hng dn: Nguyn Xun Ln Nhm thc hin : Nhm 6 Lp : QTCL3_08

Cc thnh vin trong nhm 06: 1. Trn Thu Sng 2. Nguyn Th Minh Phng 3. Thi Mai Loan 4. Nguyn Phc M Ha

34K03.2 34K03.1 34K03.1 34K03.1

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Phn I: GII THIU CNG TY V PHN TCH VIN CNH S MNH

I. Gii thiu chung v cng ty EISAI:
Cng ty trch nhim hu hn Eisai l mt trong nhng cng ty dc phm hng u trn ton cu c tr s chnh ti Tokyo, Nht Bn. Cng ty Eisai c thnh lp nm 1944 do s sp nhp ca Phng th nghim nghin cu Sakuragaoka (thnh lp nm 1936) v Cng ty trch nhim hu hn Eisai Nht Bn (thnh lp nm 1941 ti Honjo-machi, qun Saitama). Eisai nm trong danh sch 25 cng ty dc phm trn th gii c doanh thu ln trong nm ti chnh 2008 vi mc 6 t USD. Eisai nhn thy rng trn thc t cn nhiu cn bnh cha c phng php iu tr cng nh kh nng tip cn nhng loi thuc tt ca bnh nhn vn cn hn ch. V th, vi t cch l mt cng ty dc phm ton cu, Eisai cam kt s gip cho vic chm sc sc khe ca bnh nhn v gia nh ca h tt hn cho thng qua qu trnh hot ng kinh doanh ca mnh. Di y l mt vi thng tin chi tit v cng ty: Tr s chnh: 4-6-10 Koishikawa, Bunkyo-ku, Tokyo 112-8088, Nht Bn S in thoi: 81-3-3817-3700 Ngi i din cng ty: ng Haruo Naito, Ch tch kim gim c iu hnh v ng Nobuo Deguchi, Ph ch tch. 1. Qu trnh hnh thnh v pht trin ca cng ty: Nm 1936 1941 1944 1955 1957 S kin Phng th nghim nghin cu Sakuragaoka - tin thn ca Eisai ra i Cng ty TNHH Eisai Nht Bn c thnh lp ti Honjo-machi, qun Saitama Phng th nghim nghin cu Sakuragaoka v cng ty TNHH Eisai Nht Bn hp nht v ly tn l cng ty TNHH Eisai Nht Bn Cng ty i tn thnh Cng ty TNHH Eisai Eisai lp k hoch trung hn (3 nm u) nhm nhn mnh qu trnh i mi v k hoch chin lc.

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1961 1964 1966

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Eisai c a vo danh sch ca S giao dch chng khon Tokyo v Osaka. Vn phng cng ty c thnh lp ti i Loan Vn phng i Loan c cp giy php kinh doanh Cng ty bt u hot ng ti khu cng nghip Kawashima, qun Gifu. Ch

tch hi ng qun tr l ng Toyoji Naito v ch tch YujiNaito 1969 - Cng ty con v sn xut v cung cp dc c thnh lp ti i Loan, 1974 1981 Indonesia, Malaysia v Philippines. Nm 1970, Toyoji Naito t chc Ch tch v tr thnh Ch tch danh d Cng ty con c thnh lp ti California, Hoa K. Eisai Nht Bn m rng thm hot ng sn xut ti nh my Misato, qun 1982 1983 1987 1988 Saitama Phng th nghim nghin cu Tsukuba c xy dng hon thnh v i vo hot ng qun Ibaraki Cng ty TNHH Ha cht Eisai c thnh lp ti Kashima, Ibaraki Vin nghin cu Eisai ca Boston c thnh lp Massachusetts, Hoa K Yuji Naito ln chc Ch tch Hi ng qun tr v Haruo Naito tr thnh Ch tch cng ty Eisai. Vin nghin cu lm sng thnh lp New Jersey, Hoa K 1989 1990 1991 1995 1997 v London, Vng quc Anh Cc cng ty con ln lt c thnh lp Cologne (c), London (Anh) v Thi Lan. Phng nghin cu Eisai c thnh lp ti trng i hc London Cc cng ty con ln lt c thnh lp Hng Kng, Trung Quc. Eisai k nim 50 nm thnh lp Cng ty con ca Eisai thnh lp Hoa K v tr thnh mt trong nhng cng ty pht trin nhanh nht ca M Vin nghin cu Kan chuyn nghin cu v sinh hc thnh lp ti Kobe, tnh

Hyogo, Nht bn. Cng ty con Hn Quc c thnh lp 2001 Cng ty con thnh lp ti Madrid, Ty Ban Nha 2002 Vin nghin cu lm sng thnh lp New Jersey, Hoa K 2005 - Cc cng ty con thnh lp Italy, Thy S v Thy in, B o Nha 2006 2008 2009 Nm 2006 Eisai mua li bn quyn v bn sn phm lin quan n bnh ung th t cng ty dc Ligand Eisai mua li cng ty dc phm MGI ca M. Cng ty con thnh lp ti o 2.Cc thnh tch t c: Nm 1996:

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08/1996 sn phm vitamin E ca cng ty c T chc qun l cht lng Nht Bn ( Japan Quality Assurance Organization JQA) cp chng nhn ISO 9002 v qu trnh sn xut v kim tra 25/11/1996 Eisai Hoa K c FDA (U.S. Food and Drug Administration: c quan qun l thuc v thc phm ca M) cp giy php cho vic bn sn phm ARICEPT - mt loi thuc dnh cho nhng bnh nhn mc bnh Alzheimer loi nh 12/12/1996 Cng ty bn bn quyn cho cng ty Bristol-Myers Squibb v loi thuc khng sinh vi khun bnh nm. Nm 1997: 01/1997 Cng ty TNHH Eisai Pharma - Chem Europe nhn c chng nhn ISO 9002 t Vin tiu chun Anh v danh hiu cng ty c doanh s bn hng ln ti Anh. 26/02/1997 Eisai Hoa K c MCA U.K (Medicines Control Agency: c quan kim sot thuc ca Anh) cp giy php cho vic bn sn phm ARICEPT - mt loi thuc dnh cho nhng bnh nhn mc bnh Alzheimer loi nh. 27/02/1997 thuc ARICEPT c ra mt M 07/04/1997 thuc ARICEPT c ra mt Anh 11/06/1997 Nh my Eisai Nht Bn (Eisai Machinery ) c cp chng nhn ISO 9001 v thit k, s nghin cu v pht trin v dch v bo dng. 16/09/1997 thuc ARICEPT c ra mt c 15/12/1997 Eisai ra mt PARIET - thuc khng acid , chng tro ngc v chng lot ti Nht Bn. Nm 1998: 13/03/1998 thuc ARICEPT c ra mt Php 11/05/1998 Eisai Hoa K c MCA U.K (Medicines Control Agency: c quan kim sot thuc ca Anh) cp giy php cho vic bn sn phm PARIET 15/06/1998 Eisai ra mt thuc iu tr nhi mu c tim "CLEACTOR"

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22/06/1998 thuc ARICEPT c ra mt Chu 05/08/1998 Eisai ra mt "CHOCOLA EC", mt sn phm cha Vitamin E v Vitamin C t nhin 07/10/1998 sn phm PARIET nhn c s ph duyt bn hng ca 14 nc thnh vin ca EU 22/10/1998 Cng ty k hp ng vi cng ty ha cht Toyama v mt phng php iu tr mi cho bnh thp khp. 30/11/1998 Ra mt AMBOCOR dng ng tim 50mg nhm iu tr bnh vim khp. Nm 1999: 24/02/1999 Khu cng nghip Kawashima c nhn chng nhn ISO 14001 cho v h thng qun l mi trng 21/04/1999 Eisai k hp ng vi Cng ty dc phm Novo Nordisk Pharma v vic phn phi c quyn 17/05/1999 Ra mt sn phm SEA - BOND - cht lm chc rng gi c chit xut t to bin 21/06/1999 Eisai c cp giy php bn hng ti cc nc i Loan, Hn Quc 20/08/1999 Eisai Hoa K c FDA (U.S. Food and Drug Administration: c quan qun l thuc v thc phm ca M) cp giy php cho vic bn sn phm (PARIET) ACIPHEX - mt loi thuc c ch bm proton, cha bnh lot t trng, tro ngc d dy thc qun 30/08/1999 sn phm PARIET nhn c s ph duyt bn hng ca 15 nc thnh vin ca EU 19/09/1999 thuc ARICEPT c ra mt Nht Bn Nm 2000: 17/04/2000 ra mt sn phm dng nc CHOCOLA BB b sung vitamin B2 06/07/2000 ra mt sn phm dng nc CHOCOLA BB PURE b sung vitamin B2, B6, B1, C

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khe vi 5 loi vitamin v canxi Nm 2001:

GVHD: TS. Nguyn Xun Ln

04/12/2000 ra mt sn phm JUVELON - sn phm chm sc sc

03/09/2001 ti Tokyo v London, sn phm PARIET c Lin Minh Chu u cp giy php v vic s dng vo iu tr chng bnh tro ngc d dy v thc qun. 09/10/2001 ra mt sn phm SELBELLE - iu tr bnh v d dy 05/12/2001 Eisai ra mt sn phm CHOCOLA BB ROYAL loi chai 50ml Nm 2002: 02/07/2002 Eisai ra mt sn phm TRAVELMIN - Thuc chng say tu xe. 17/10/2002 Eisai ra mt sn phm DENTAKE - Thuc phng chng cc bnh nha chu. Nm 2003: 23/06/2003 Eisai ra mt CHOCOLA BB PLUS dng vin b sung Vitamin B2 10/11/2003 Eisai ra mt Vin nang cung cp vitamin E t nhin JUVELUX E PURE Nm 2004: 19/04/2004 Eisai ra mt MENTEC (R) Herb cha Associated cha mt mi v au u 12/05/2004 Eisai ra mt SACLON (R) & SACLON (R) vin nn Thnh phn gia tng phc hi ca nim mc d dy b h hi v trung ha axit 15/11/2004 Eisai c cp giy php c quyn pht trin, sn xut v bn hng ti 10 quc gia Chu trong c Hn Quc t Bukwang Pharm i vi loi thuc clevudine - thuc iu tr vim gan B. Nm 2005: 28/09/2005 Eisai cng b c quyn trong vic nghin cu pht trin, phn phi v bn hng cho sn phm FRAGMIN - chng ng mu. Nm 2006:

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9/5/2006 Eisai bt u nghin cu lm sng u tin cho E2012 phng php iu tr mi cho bnh tm thn. E2012 l mt trong nhng n lc ca Eisai thng qua vic thay i qu trnh sn xut thuc dng tinh bt v c nh gi l loi thuc mi tim nng cho vic iu tr bnh tm thn. 01/11/2006 , Eisai ra mt sn phm mi Rx-to-OTC iu tr vim mi d ng v cc vn v da. Nm Nht Bn. Nm 2008: 06/03/2008 Eisai ra mt dng sn phm mi CHOCOLA BB iu tr mn trng c v cc rc ri v da . 24/08/2008 FDA C quan qun l thuc v dc phm Hoa K ph duyt sn phm ALOXI - thuc tim phng nga bun nn sau phu thut . 14/11/ 2008 FDA ph duyt thuc BANZE ca Eisai (cng dng iu tr cc cn ng kinh) Nm 2010: 02/09/2010 , Eisai bt u nghin cu lm sn BAN2401- khng th n dng. iu ny nh du bc tin ln trong vic to ra mt liu php thuc mi s dng khng th n dng iu tr bnh thn kinh . 14/12 /2010 Eisai v cng ty SEKISUI MEDICAL k tha thun tip th c quyn sn phm Kit dng c xt nghim cm ti Nht Bn Nm 2011: 07/01/2011 , Eisai ra mt thuc SKAINAR AL dng vin nn iu tr tc nghn mi, vim mi, st v cc d ng khc. 2007: 11/07/2007 Eisai ra mt Nitoro Injection v NitorolContinuous Intravenous, sn phm dng ng tim u tin c ph duyt ti

3.Cc dng sn phm: Di y l mt s sn phm ch lc m Eisai sn xut:

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Tn thuc Aricept

GVHD: TS. Nguyn Xun Ln

S lng v hnh nh Cng dng Dng vin: 5 mg x 2 v x Thuc tr bnh thoi ha thn kinh 14 vin

5 mg ATP Dng vin: 20 mg x 10 v Thuc iu tr cc loi bnh v tim x 12 vin mch

Cal-Med

Vin nn: 60 vin

Canxi / Phi hp Vitamin vi Canxi

Decaquinon

Dng vin: 10 mg x 25 v Thuc iu tr ri lon tim x 10 vin

Gasmotin Glakay

10 mg Vin nn: 5 mg x 3 v x 10 vin Vin nang: 15 mg x 3 v x 10 vin

Thuc iu ha tiu ha, chng y hi v khng vim Thuc iu tr long xng

Loxapac Merislon

15 mg Dng vin:100 mg x 30

Thuc chng ri lon thn kinh

vin Dng vin:6 mg x 50 v x Thuc tr chng mt 10 vin

6 mg

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Methycobal v x 10 vin

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Dng vin: 500 mcg x 50 Thuc b thn kinh

500 mcg Thuc tim: 500 mcg/1 mL x 10 ng

Myonal

500 mcg/1 mL Dng vin: 50 mg x 3 v x Thuc iu tr gin c 10 vin

Mysoven

50 mg Dng vin: 100 mg /5g x Thuc ho v cm 60 gi , 200 mg /3g x 60 gi

Pariet

Dng vin: : 10 mg x 1 v Thuc khng acid , chng tro x 14 vin , 20 mg x 1 v x ngc v chng lot 14 vin

Selbex

10 mg Bao con nhng: 50 mg x Thuc chng acid , chng lot 10 v x 10 vin

Siduol

50 mg Bao con nhng: 25 v x

Thuc tr vng hu mn trc trng

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Strocain 10 vin Dng vin: 10 vin

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Thuc khng acid , chng tro ngc v chng lot

Cng vi cc loi dc phm k trn - chim 90% doanh s bn hng ca cng ty, Eisai cn cung cp cc loi dc phm khc nh vin nn Chocola BB (b sung vitamin B1, B2), Juvelex (vitamin E t nhin), NEOPHYLLIN & NEUQUINON (thuc tr tim), Fragmin (iu tr bnh nghn tnh mch) ... 4. H thng Eisai trn th gii: 4.1 Nht Bn: c hn 10 cng ty con, vin nghin cu ca Eisai. Tn cng ty con / vin nghin cu Eidia Sannova Elmed Eisai Sunplanet Eisai Seikaken Bracco-Eisai Eisai Distribution Eisai Food & Chemical KAN Research Institute Palma BeeZ Research Institute Eisai Machinery 4.2 Chu : Tn cng ty con / vin nghin cu PT Eisai Indonesia Bogor Factory Eisai (Singapore) Eisai Clinical Research Singapore Eisai (Malaysia) Eisai (Thailand) Marketing HI-Eisai Pharmaceutical Eisai Korea Eisai Taiwan Tainan Factory Eisai China Suzhou Factory Eisai (Hong Kong) V tr Indonesia Indonesia Singapore Singapore Malaysia Thi Lan Philippines Hn Quc i Loan i Loan Trung Quc Trung Quc Trung Quc Lnh vc hot ng Sn xut / bn hng Sn xut Bn hng Nghin cu v pht trin Bn hng Bn hng Bn hng Bn hng Sn xut / bn hng Sn xut Sn xut / bn hng Sn xut Sn xut / bn hng Lnh vc hot ng Sn xut / bn hng Sn xut / bn hng Bn hng Bn hng Sn xut / bn hng Sn xut / bn hng Phn phi Bn hng (ha cht) Nghin cu v pht trin Nghin cu v pht trin Sn xut / bn hng

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Eisai Machinery Shanghai Eisai Pharmaceuticals India Eisai Pharmatechnology Manufacturing Eisai Asia Regional Services 4.3 Chu u: Tn cng ty con / vin nghin cu Eisai Europe Eisai Eisai Manufacturing Eisai GmbH Eisai GesmbH Eisai GmbH Chi nhnh Eisai GmbH Eisai Machinery Gmb Eisai S.A.S. Eisai B.V. Eisai Farmacutica S.A. Eisai S.r.l. Eisai Pharma AG Eisai AB Eisai Farmacutica, Unipessoal Lda. 4.4 Bc M: Tn cng ty con / vin nghin cu Eisai (America) Research Triangle Park Andover Site (Research Laboratory) Morphotek H3 Biomedicine Eisai Machinery U.S.A Eisai V tr Anh Anh

GVHD: TS. Nguyn Xun Ln

Trung Quc n & n Rp Sn xut Bn hng Sn xut / nghin cu Bn hng

Lnh vc hot ng Tr s khu vc Chu u / bn hng Nghin cu v pht

Anh c o Hungary Cng ha Sec c Php H Lan Ty Ban Nha Thy S Thy in B o Nha

trin / bn hng Bn hng Bn hng Bn hng Bn hng Bn hng Sn xut / Bn hng Bn hng Bn hng Bn hng Bn hng Bn hng Bn hng Bn hng

V tr Hoa K Hoa K Hoa K Hoa K Hoa K Hoa K Canada

Lnh vc hot ng Nghin cu v pht trin / sn xut / bn hng Nghin cu v pht trin Nghin cu v pht trin Nghin cu v pht trin Nghin cu v pht trin Sn xut / Bn hng Bn hng

II.

S mnh v vin cnh ca cng ty EISAI:

1. S mnh:

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and to increasing the benefits health care provides

GVHD: TS. Nguyn Xun Ln

Nguyn bn: We give first thought to patients and their families, Dch: Chng ti mang n nhng suy ngh u tin cho bnh nhn
v gia nh h v gia tng li ch ca vic chm sc sc khe 1.1 nh ngha kinh doanh: Chng ti ch yu tp trung vo cc bnh nhn v gia nh ca h, chng ti c gng gia tng li ch chm sc sc khe cho h v hng ti kinh doanh p ng nhu cu chm sc sc khe a dng ca bnh nhn trn ton th gii. Mc tiu ca chng ti l tr thnh cng ty chm sc sc khe cho con ngi (hhc: human health care), em n mt s ng gp c ngha trong bt k h thng chm sc sc khe thng qua cc hot ng kinh doanh ca chng ti trn khp th gii. y l mt phn s mnh ca cng ty chng ti. Cng ty lun tun th nghim ngt cc tiu chun php l v o c cn c vo cc hot ng ca doanh nghip bi tun th l nn tng cho s tn ti ca cng ty v phi c u tin hng u trong hot ng kinh doanh ca cng ty. 1.2 Tham vng: Cng ty Eisai mong mun c p ng nhu cu a dng cho bnh nhn trn ton th gii trong lnh vc kinh doanh v dc phm v Eisai coi vic chm sc sc khe cho bnh nhn, gia nh ca h v gia tng li ch ca vic chm sc sc khe l quan trng nht. 1.3 Gi tr cam kt: iu l ng x kinh doanh ca cng ty c xem nh mt bn tuyn b, l cam kt gia cng ty vi cc gii hu quan. Tt c gim c v nhn vin ca cng ty phi c trch nhim trong vic thc hin cc cam kt ny. 1.3.1 Cam kt cho khch hng: L cng ty chm sc sc khe cho con ngi hhc, chng ti s pht trin v cung cp sn phm dch v c th em n hnh phc cho bnh nhn v gia nh ca h (As hhc companies, we will develop and provide products and services that can contribute to the well-being of patients and their families). 1.3.2 Cam kt vi nhn vin: Chng ti s cung cp mt mi trng lm vic an ton v i x cng bng ca tt c cc nhn vin , tn trng cc quyn c nhn v phm gi ca mi ngi. (We will provide a safe work environment and fair treatment of all employees, respecting the individual rights and dignity of each of them)

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1.3.3 Cam kt vi cng ng:

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Chng ti s tn trng cc nn vn ha v phong tc ca quc gia m chng ti kinh doanh. (We will respect the cultures and customs of the countries in which we do business) Chng ti s khuyn khch bo v mi trng trong tt c cc hot ng kinh doanh ca chng ti trn ton th gii. (We will promote protection of the environment in all of our business activities throughout the world). Chng ti s h tr cc hot ng t thin nh l mt phn ng gp ca cng ty chng ti cho x hi (We will support appropriate philanthropic activities as part of our corporate contribution to society) 1.3.4 Cam kt vi chnh ph: Chng ti s thc hin theo ng qui nh vi tt c cc lut v qui nh ca mi quc gia m chng ti kinh doanh v chng ti s ch o chnh mnh vi mt mc cao v s lim chnh. (We will comply with all applicable laws and regulations of each country in which we do business and we will conduct ourselves with a high level of integrity). Chng ti s duy tr mi quan h ci m v trung thc vi chnh tr v chnh ph (We will maintain open and honest relations with political and government entities). Chng ti s kin quyt chng li bt k hnh thc hot ng ti phm c t chc (We will stand firm against any form of organized criminal activity). 2. Vin cnh:

Nguyn bn: Eisai is a responsible, focused, efficient, innovative

and solution-oriented pharmaceutical company. This vision is designed to provide the overall direction for our company. It describes what we need to continue succeeding in the future, based on changes in the marketplace and our capabilities. Our vision helps us set goals based on the potential of our organization and what we hope it will become. Most importantly, it forms the basis for our work and business strategies.

Dch: Eisai l mt cng ty dc phm c trch nhim, tp trung,

hiu qu, sng to v lun c nhng gii php nh hng.

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GVHD: TS. Nguyn Xun Ln

Tm nhn ny c chng ti thit k nhm nh hng chung cho ton cng ty. N m t nhng g chng ti cn tip tc thc hin trong tng lai v iu phi da vo nhng thay i ca th trng v kh nng ca chng ti. Tm nhn ny gip chng ti thit lp mc tiu da trn nhng tim nng ca t chc v nhng g chng ti hy vng s tr thnh. iu quan trng nht l n to c s cho cng vic ca chng ti v chin lc kinh doanh. 2.1 T tng ct li: 2.1.1 Gi tr ct li: Eisai l mt trong nhng hng dc ln trong ti Nht Bn. tr thnh nh vy, nhng CEO v ton b nhn vin cng ty phi tun th cc nguyn tc qun tr v ng x bi h tin rng nhng gi tr trong l khng th thiu h thc hin nhim v v t c tm nhn. Mc ch ca Eisai l mi c nhn to ra kin thc v chia s kin thc ny cho ngi khc. (Eisai aims to have each employee create individual knowledge and then share it with other employees). Eisai s cung cp mt mi trng lm vic cng bng, tn trng tt c nhn vin. (EISAI strives to provide a fair working environment, believes in the fair treatment of all employees) Chnh sch ca cng ty Eisai lun thc y s sn c trong c hi vic lm nh nhau cho tt c nhng ngi c trnh , khng phn bit i x di mi hnh thc, chng hn nh: gii tnh, quc tch hay chng tc (EISAI corporate policies promote the availability of employment opportunities that are equally available to all qualified persons and free from unlawful discrimination. Discrimination exists in many forms. Examples may include gender, nationality or race) Cng ty Eisai s cung cp mi trng lm vic lnh mnh v an ton (EISAI provides a healthy and safe work environment).

Qua cc nguyn tc trn c th nhn ra gi tr ct li ca cng ty Eisai: Nhn vin l ngun lc quan trng ca cng ty v Eisai lun c gng to iu
kin tt nht cho h lm vic.

Tn trng v cng bng l cc quy tc ng x ct yu trong cng ty.

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GVHD: TS. Nguyn Xun Ln

2.1.2 Mc ch ct li: Cng ty Eisai mong mun nng cao sc khe v cht lng cuc sng ca con ngi. y l mc ch lun dn dt v thi thc EISAI trong cng cuc nghin cu v pht trin nhng sn phm dc mi, phc vu nhu cu cha bnh ca bnh nhn cng nh gia nh ca h. 2.2 Hnh dung v tng lai: 2.2.1 Mc tiu thch thc: thc hin c vin cnh ra, cng ty lun t ra nhng mc tiu c th cho mnh trong mi giai on. vn ln nh cao l cng ty dc phm hng u nc Nht v cao hn na l cho c th gii, cng ty Eisai t ra nhng mc tiu thch thc c th. n nm ti kha 2016: ng Haruo Naito - CEO cng ty dc phm Eisai pht biu trong bui ra mt k hoch trung hn HAYABUSA (2011 2016): "Eisai s cung cp sn phm ca mnh cho ton th gii bng cch gia nhp vo 20 th trng dc phm ln nht th gii cng nh cung cp sn phm vi gi c thp. Sn phm ca chng ti s c mt trn 114 quc gia vi mt mc tiu phc v hn 500 triu bnh nhn" 2.2.2 M t sng ng: Eisai nh hng l mt cng ty dc hng u, ng tin cy nht trn th gii. S c gng n lc ca tt c cc thnh vin trong cng ty nhm to ra nhng sn phm v cch iu tr tt nht cho bnh nhn v gia nh ca h.

Phn II: PHN TCH MI TRNG BN NGOI

III. Phn tch mi trng v m:
1. Mi trng nhn khu hc: Dn s: Theo s liu mi nht t B ni v Nht bn va cng b th tnh n ngy 31/3/2011 : S ngi trn 65 tui chim 22,83% dn s v lo ha dn s ang l vn nan gii ca Nht. Tnh n nm 2010 th s ngi cao tui t 65 tr ln chim gn 1/4 s dn Nht Bn. Chnh ph Nht Bn cho rng con s s tng ln l 40% cho n nm 2050. Vi tui ny th nguy c mc bnh Alzheimer l rt cao. Theo nghin cu cho thy, ti Nht c khong 1,5 triu ngi mc bnh ny. Biu hin bnh l gim tr nh, ri lon ngn ng, mt kh nng s dng cc ng tc

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GVHD: TS. Nguyn Xun Ln

Trc tnh hnh th Eisai nghin cu v a ra th trng thuc Alzheimer t nh n nng p ng nhu cu ca bnh nhn. Bn cnh , Eisai cn nghin cu v tung ra th trng nhiu loi thuc khc p ng tt nht nhng yu cu ca bnh nhn Bn cnh vn nan gii v tnh trng dn s gi, theo B Y t Nht bn th nguyn nhn gy t vong hng u ti Nht bn l do cc bnh ung th, tim v t qy, c bit i vi n gii. Di y l biu tui th dn s theo tui (Thng k nm 2004) n v: nghn ngi Tui S lng 0 - 4t 5735 5-9 5938 10 - 14 6060 15 - 19 6761 20 - 24 7725 25 - 29 8755 30 - 34 9819 35 - 39 8662 40 - 44 7909 45 - 49 7854 50 - 54 9300 55 - 59 9640 60 - 64 8652 65 - 69 7343 70 - 74 6466 75 - 79 5098 Trn 80 5969 Nam 2943 3040 3105 3466 3955 4461 4960 4359 3976 3936 4633 4762 4193 3484 2951 2168 1902 Di y l biu tui th dn s theo gii tnh (Thng k nm 2004) n v: nghn ngi Tui N 0 - 4t 2792 5-9 2898 10 - 14 2955 15 - 19 3295 20 - 24 3770 25 - 29 4294 30 - 34 4859 35 - 39 4303 40 - 44 3933 45 - 49 3918 50 - 54 4667 55 - 59 4878 60 - 64 4459 65 - 69 3859 70 - 74 3515 75 - 79 2930 Trn 80 4067

nh hng ca mi trng nhn khu hc n quyt nh ca cng ty EISAI: ng ph vi tnh trng ny, Eisai cho tin hnh nghin cu v bo ch nhiu loi thuc lin quan n cc lnh vc ny. Eisai bt u nghin cu v vic to ra cc phng php iu tr ung th vo nm 1986. Nh l mt kt qu ca nghin cu ny, Eisai xc nh nhiu ng c vin thuc chng ung th trong c

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HALAVEN - loi thuc iu tr ung th v c sn xut v tiu th ti nhiu nc, c bit ti Hoa K v Chu u; Lenvatinib - loi thuc iu tr ung th tuyn gip v nhng khi u ung th. ng thi Eisai cn pht trin thm nhiu phng php iu tr chng ung th bao gm cc khng th iu tr MORAb -003 (tn chung: Farletuzumab). Ngy 30/10/2009, Eisai k kt tha thun hp tc chin lc vi Quintiles cng ty dch v dc phm hng u th gii pht trin cc hp cht chng ung th, tip tc y nhanh chin lc sng to sn phm ca mnh trong cc lnh vc lin quan n ung th. Ngoi ra cn c ATP, Decaquinon - nhng loi thuc iu tr cc bnh v tim mch. 2. Mi trng chnh tr - php lut: Nhng quy nh v ngnh dc phm ti Nht Bn c ban hnh nm 1943 v qua chnh sa nhiu ln. Thng qua nhng quy nh ny, chnh ph mong mun ci thin y t cng cng, m bo cht lng, hiu qu v an ton ca thuc v cc thit b y t. Qua thc y hn qu trnh nghin cu v pht trin (R & D) nhm cung cp cc loi thuc mi p ng vic chm sc sc khe cho cng ng. Lut s hu tr tu bng sng ch: quyn ca t chc, c nhn i vi ti sn tr tu. Vic cp bng sng ch c th l cp giy php c quyn hoc giy php khng c quyn ty vo mi loi thuc, mi pht minh. Thi hn ca bng sng ch l 20 nm k t ngy np n nhng n c th m rng ty loi thuc nh hng ca mi trng chnh tr - php lut n quyt nh ca cng ty EISAI: Thi hn ca bng sng ch l 15 - 20 nm v sau thi gian ny, kt qu ca vic nghin cu s c xem l thnh tu chung ca nhn loi v cc doanh nghip khc hon ton c quyn sn xut v s dng n m khng cn phi c s cho php ca cng ty sng ch. iu ny em n s mt thch thc rt ln i vi Eisai khi thuc Aricept - mt sn phm hiu qu trong iu tr Alzheirmer. Loi thuc ny tng l thuc "bom tn", em li li nhun khng l cho cng ty trong thi gian di. Tuy nhin th thuc ht hn bn quyn vo thng 11/2010, s kin ny s l mi e da ln vi cng ty v cc i th cnh tranh c th tung ra th trng loi thuc ny v doanh thu ca cng ty s c th gim mnh trong nm 2011. i ph vi tnh trng ny, Eisai tin hnh nghin cu dng bo ch mi l ming dn trn da. Tuy nhin ming dn qua da ca Aricept khng c ph chun.

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3. Mi trng cng ngh:

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Trc y, Nht Bn khin cc nc trn th gii phi thn phc vi bc nhy vt v kinh t m trong ch yu l nhn t con ngi v cng ngh mi v hin nay Nht vn l mt nc c u t vo nghin cu trn GDP ln nht th gii S tin b ca cng ngh thng tin: Cha y hai thp k trc y th cc dng thng tin trong ngnh cng nghip thuc theo toa tng i n gin. Nh thuc bn l s t hng t nh bn bun - nhng ngi c cung cp thuc t cc cng ty dc v cc bc s c c nhng thng tin thuc t bo co th nghim lm sng c cng b trn tp ch y khoa hoc t vic quan st s thnh cng hay tht bi ca cc loi thuc trong qu trnh lm vic i vi cc bnh nhn ca h. Ngy nay vi s pht trin ca cng ngh thng tin m c bit l s ra i ca Internet, cc my tnh c kt ni mng vi nhau, cng chia s ti nguyn v kin thc. nh hng ca cng ngh thng tin n quyt nh ca cng ty EISAI: Eisai nhn thy c vic tm kim thng tin v cng dng cng nh thnh phn ca cc loi thuc l iu m mi bnh nhn lun quan tm. Do , Eisai tn dng nhng li ch m cng ngh thng tin mang li v xy dng nn website ca cng ty. y, mi bnh nhn c th truy cp nhng thng tin v cc loi thuc m mnh quan tm, hnh dung c thy quy trnh t nghin cu n khi bo ch ra sn phm t c th yn tm khi s dng nhng sn phm ca Eisai. y c xem l cu ni quan trng gia cng ty v bnh nhn, gip cng ty hiu c nhu cu ca khch cng nh mang hnh nh ca cng ty n gn vi khch hng hn. Ngoi ra cng ngh thng tin cn gip cho cc nh nghin cu ca Eisai d dng xy dng m hnh nghin cu tc dng ca thuc mc di t bo, thit k chnh xc cc chng trnh th nghim v rt ngn khong cch gia giai on R&D v giai on a thuc ra th trng. Cng ngh ha sinh hc l mt trong nhng lnh vc chin lc m chnh ph Nht Bn c bit quan tm thc y. y l mt cng ngh xuyn sut, kch thch cc lnh vc khc ca nn kinh t chng hn nh ngnh cng nghip dc phm , nng nghip, cng nghip ha cht v cng nghip mi trng. Vic cng ngh ha sinh hc ngy cng pht trin mnh v c kh nng xc nh chnh xc bnh tt gip cho ngnh dc ni chung v cng ty dc phm Eisai to nn cc dc phm c kh nng iu tr tn gc hn l cha tr cc triu chng.

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nh hng ca cng ngh ha sinh hc n quyt nh ca cng ty EISAI: p dng trit v hiu qu ca cng ngh ha sinh hc, cng ty Eisai cho xy dng mt trung tm R&D ti Kyoto chuyn trch v gen hc (Genomics) vi cc gio s gii tip cn vi cc cng trnh ha cht tng hp ca h. ng thi tp trung nghin cu cc phng php iu tr tim nng i vi s nhim trng, cc nhn t chng ng v x l nghin cu, pht minh ra nhiu loi thuc mi p ng nhu cu ngi bnh. T thng 9 nm 2004 n thng 11 nm 2006, Eisai tin hnh th nghim lm sng giai on II trn loi thuc Halaven, kt qu l to ra sn phm thuc Halaven mi mt loi thuc khng Taxane iu tr ung th v di cn. Hin ti Eisai ang lp k hoch Halaven c ph duyt khp Chu . Thng 3/2011, trng i hc Cambridge da trn cng ngh sinh hc Epizyme hp tc vi cng ty Eisai Nht Bn nhm mc ch thc y pht trin v thng mi ha phng php iu tr u bch huyt v ung th di truyn mi. Tuy nhin s pht trin ca cng ngh thng tin v sinh hc lm h thp ro cn nhp cuc, cho php ngi mi gia nhp. iu ny lm cho mi trng cnh tranh ca ngnh dc ti Nht tr nn gay gt hn. 4. Mi trng ton cu: Gia tng dn s v thay i nhn khu hc : Dn s th gii khong 7 t ngi th 60% l ngi Chu ngha l trong gn 7 t ngi th hn 4 t ngi l ngi Chu , tip theo l Chu Phi hn 1 t ngi, Chu M gn 1 t ngi v Chu u l 750 triu ngi Ngi cao tui chim t l ngy cng cao. S ngi t 60 tui tr ln chim 737 triu ngi. Ngy nay hn 1/2 s ngi cao tui sng ti cc nc Chu (54%) v 1/5 sng ti Chu u (21%) .Tnh n nm 2009 th c 9 ngi s c 1 ngi t 60 tui tr ln ang sng trn th gii. nh hng ca vic gia tng dn s v thay i nhn khu hc n quyt nh ca cng ty EISAI: Vi mc dn s nh hin ti th vn cung cp thuc n tn tay cho ngi bnh l iu m Eisai lun quan tm. V th, cng ty khng ngng m rng cc chi nhnh bn hng nhiu quc gia trn th gii nhm cung cp dch v chm sc tt nht cho cc bnh nhn nh Bc M (Hoa K, Canada), Chu u (Anh, c, o,

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Hungari, Php, CH Sec, H Lan, Ty Ban Nha, , Thy S, Thy in, B o Nha), Chu (Indonesia, Malaysia, Singapore, Thi Lan, Philippines, Hn Quc, i Loan, Hng Kng, Trung Quc, n )... Gn y, Eisai li tip tc m thm cc cng ty bn hng ti cc nc Chu M La Tinh. 8/4/2011, Eisai thit lp chi nhnh bn hng ti Brazil, c tr s ti San Paulo. Vic thnh lp Eisai Brazil nh du vic nhp cnh ca Eisai vo Chu M Latinh. n ngy 17/08/2011 Eisai tip tc m thm cng ty con ph trch bn hng ti Mexico - cng ty bn hng th 2 ti Chu M La Tinh sau Eisai Brazil c thnh lp vo thng 4 nm nay. Theo kt qu iu tra ca Eisai th Mexico l mt th trng tiu th ln th 4 ca Chu M v ng th 14 trn th gii. Vic thnh lp cng ty con mi ny cho php Eisai gii thiu nhiu sn phm ca mnh hn n vi nhng bnh nhn khu vc Chu M La Tinh p ng cho vn quan tm v chm sc sc khe ca bnh nhn khi lng ngi cao tui ngy cng tng, Eisai s dng hn 11.000 nhn vin trn ton th gii. Cng ty tp trung vo hot ng nghin cu v pht trin (R&D) to ra nhiu loi thuc mi p ng nhu cu ngy cng tng ca bnh nhn, ch yu 3 lnh vc sau: - Khoa hc thn kinh: bao gm bnh Alzheimer, bnh au thn kinh v ng kinh. - Ung th bao gm cc liu php chng ung th, hi quy khi u, c ch khi u v phng php iu tr h tr ung th. - Mch v phn ng min dch bao gm hi chng mch vnh cp tnh, bnh trng huyt . S lng dch bnh ngy cng tng: Bin i kh hu, nhim ngun nc v khng khlm thay i mi trng sng v gia tng v s lng v mc gy hi ca cc loi dch bnh nguy him. Nhng cn bnh truyn nhim tn ti t trc nh st rt, t, st xut huyt chng nhng khng b tiu dit m cn c xu hng tng trong nhng nm gn y. Cc nh khoa hc d bo rng s thay i kh hu c th dn ti nhng xo trn v a cht v kh hu nng ln s l mi trng tt cc nhm vi khun sinh si, pht trin m c bit l cc nc c kh hu nhit i. Trc tnh hnh ny, ngy 18/11/2010, Eisai k hp tc vi WHO trong vic cung cp min ph thuc thit yu iu tr bnh giun ch bch huyt - mt cn bnh xut hin

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WHO trong vng nhng thng ti.

GVHD: TS. Nguyn Xun Ln

nhiu nhng vng nhit i v cng ty d nh s sn xut 2,2 t vin cung cp cho

IV. Phn tch ngnh v cnh tranh:

1. Mi trng ngnh:
1.1 Ngnh sn xut dc: Ngnh sn xut dc phm l ngnh sn xut v cung cp dc phm cho cc bnh vin, cc nh phn phi thuc v cc t chc y t khc. L ngnh c tim nng nhiu hn thch thc. y cng l ngnh c t l sinh li trn vn kh cao, t 30% - 50% trn vn iu l. Ngi ta tnh ton rng c mt sn phm tung ra th trng trung bnh phi mt t 5-10 nm, chi ph r cng phi vi trm triu USD, ch yu tn km l vic th nghim thuc trn ng vt, sau trn ngi v khong 80-90% s thuc ny phi loi b v nhiu l do: km cng hiu, c tnh cao, nhiu tc dng bt li. Nhng nu th nghim t kt qu m mn th hng ch to thuc s thu li ln. Nh vic gia nhp vo Th trng Quc t WTO nhiu quc gia trn th gii trong c Nht Bn mi chnh thc m ca cho nhng nh u t nc ngoi cng nh thu ht thm nhiu khoa hc gia, nghin cu gia tip cn th trng dc phm. T u nm 2011, cc yu t chi ph sn xut ca cc ngnh cng nghip ni chung u tng ng k. Nhng cng thng trn th trng tin t dn n vic li sut tng cao gy kh khn i vi cc doanh nghip kinh doanh v phn phi. Ngoi ra, vic gi xng du, in v tnh hnh lm pht cao u c nhng nh hng gin tip n chi ph sn xut trong ngnh dc.

1.2 M hnh nm lc lng cnh tranh: 1.2.1 Cc i th cnh tranh tim tng: Tnh trng nhim mi trng, thc n khng m bo v sinh, s dng nhiu ha cht dn n sc khe ca con ngi b e da trm trng. Hn th na do p lc cng vic ngy cng cao, thn kinh ca con ngi lun b cng thng v tnh trng ngi cao tui mc chng bnh mt tr nh cng tngDo nhng pht minh mi nhm to ra cc loi thuc c tr p ng nhu cu ca con ngi ngy cng cn

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thit. Nhn thy c li ch t ngnh mang li, nhiu c nhn, t chc rt mun tham gia vo ngnh nhng iu l khng d dng v cc cng ty trong ngnh hn ch vic nhp cuc ny ca cc i th cnh tranh tim tng. Di y l mt s nhng kh khn m cc i th cnh tranh tim tng nn tm hiu r trc khi quyt nh thm nhp ngnh. Ro cn nhp cuc: Dc phm l mt ngnh c ro cn nhp cuc cao. Cc cng ty mun gia nhp vo ngnh phi c ngun vn ln u t vo nghin cu v pht trin trong mt thi gian di tm ti, th nghim v ch c php a sn phm vo th trng nu c quan kim sot cp php. y chnh l ro cn chnh yu m cc i th phi nghin cu k trc khi gia nhp ngnh. Cc quy nh ca Chnh ph: Trong ngnh dc phm, Chnh ph thng c nhng quy nh v yu cu c bit i vi cc cng ty trong ngnh. Nhng loi thuc c bo v bi quyn sng ch. Vic cp bng sng ch ny gp phn khuyn khch cc cng ty trong cng cuc nghin cu v pht trin sn phm mi v mt khi quyn sng ch c bo v th li nhun t sn phm ny mang li thng rt cao v n nh trong sut thi gian c cp bng. y cng chnh l mt ro cn ln i vi cc i th cnh tranh tim tng. Thi hn ca bng sng ch thuc thng l 15 - 20 nm. Sau thi gian ny, kt qu ca vic nghin cu s c xem l thnh tu chung ca nhn loi v cc doanh nghip khc hon ton c quyn sn xut v s dng n m khng cn phi c s cho php ca cng ty sng ch. Tnh kinh t theo quy m: Quy m ca cng ty cng em li mt li th v cng quan trng. iu ny s lm cho i th cnh tranh tim tng cm thy e ngi khi mun thm nhp vo ngnh bi khi mi nhp ngnh th h cha c li th v mt quy m, bn cnh cn rt nhiu nhng bt li khc na. Eisai l mt cng ty c th mnh v ti chnh, i ng nhn vin tay ngh cao v c nhiu cng ty con nhiu quc gia. V cng ty Eisai khng ngng u t m rng thm cc cng ty con cng nh u t thm cc my mc, c s sn xut phc v cho qu trnh nghin cu pht trin, to iu kin tt nht tm ra cc loi thuc mi p ng nhu cu ca khch hng. Tt c iu ny gip cng ty t c tnh kinh t theo quy m m cc cng ty mun nhp ngnh kh c th c c. Li th chi ph tuyt i: L mt cng ty dc ln Nht Bn cng nh trn th gii v ra i t rt sm, chnh v vy Eisai tn dng c nhng kinh nghim ca

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mnh vo qu trnh nghin cu sn phm, sn xut cng nh trong qun l iu hnh cng ty. Ngoi ra, Eisai c kh nng tip cn c vi nhng nh cung cp nguyn vt liu r. y l nhng iu m i th mun nhp ngnh cn nhc khi quyt nh gia nhp. 1.2.2 Cnh tranh gia cc i th trong ngnh: Cu trc ngnh: Ngnh dc phm l mt ngnh tp trung. Trong ngnh c khong 550 cng ty th phn ln th phn tp trung vo 20 cng ty ln. S cnh tranh gia cc cng ty trong ngnh din ra mnh m v y l mt ngnh em li t sut sinh li cao. Nhng cng ty trong ngnh cnh tranh khc lit vi nhau c bit l nhng cng ty dc c tn tui. Ngoi ra h cn phi i mt vi nhng thay i lin tc ca ngnh. Cc iu kin nhu cu: Nhu cu v dc phm ngy cng tng bi s ngi s dng thuc v coi thuc l mt sn phm khng th thiu trong cuc sng ngy tng ln. Hn th na, dch bnh xut hin nhiu v chuyn bin ht sc phc tp hay ni bt Nht l tnh trng thin tai xy ra thng xuyn nh ni la, sng thn, ng t v gn y l tnh trng l ht nhn ca Nht b r r dn n tnh trng nhim phng x cho con ngi cng nh ng thc vt. Chnh v vy nhu cu v thuc l ht sc cn thit i vi ngi dn. Kt lun: Nhu cu c xu hng tng mang li c hi cho cc cng ty ngnh dc. Ro cn ri ngnh: Ngnh dc l mt ngnh em li t sut sinh li cao. V vy cc cng ty trong ngnh s c gng duy tr v m rng v th ca mnh hn l tm kim cc c hi gia nhp vo ngnh khc. ng thi khi i vo hot ng th n i hi phi u t mt khong chi ph ln v c s vt cht, chi ph thu nhng chuyn gia dc, chi ph cho nghin cu v pht trin sn phm mi... Do nu ri b ngnh gia nhp mt ngnh khc th phi t b mt khon vn ht sc ln. Chnh iu ny ngn cc nh u t trong ngnh c gng duy tr s tn ti v pht trin ca mnh trn th trng. 1.2.3 Nng lc thng lng ca ngi mua: Bnh vin, cc trung tm bo v sc khe hay cc quy dc l nhng khch hng trc tip ca cng ty dc.

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Nhng khch hng ny thng c nng lc thng lng vi cc nh sn xut cao nn h rt li th trong vic gim gi thuc. L do ca iu ny xut pht t: Nhng khch hng ny c th mua sn phm thuc ca nhiu cng ty dc khc nhau trong nc cng nh cc nc khc. Cng ty khng c kh nng phn phi thuc n tn tay bnh nhn H thng mua vi s lng nhiu 1.2.4 Nng lc thng lng ca cc nh cung cp: Eisai tin rng cch tt nht phc v bnh nhn l em n cho h mt ngun cung cp n nh, sn phm cht lng cao. V th cng ty c bit khc khe trong qu trnh la chn nh cung cp cng nh qu trnh sn xut ring ca mnh. Eisai ch k hp ng cam kt vi cc i l v nh cung cp t c cc tiu chun v cht lng v an ton do cng ty a ra. ch ng hn trong vic cung cp, Eisai cn xy dng thnh cng nh my Kashima nm Kamisushi, qun Ibaraki nhm nghin cu v sn xut dc phm. Qua y thy c nng lc thng lng ca nh cung cp trong ngnh l thp bi v trong ngnh ny cc nh cung cp kh c th to ra gi tr tng thm cho cc sn phm ca mnh do kh to s khc bit so vi cc nh cung cp khc; mt khc, cc cng ty trong ngnh dc phm phn ln u thc hin chnh sch a dng ho cc nh cung cp 1.2.5 Cc sn phm thay th: Sn phm thay th cc sn phm dc c th k n nh mt gu nga. Theo cc chuyn gia y hc hin i, thnh phn chnh to nn tc dng iu tr ca mt gu nga l UDCA (Ursodeoxycholic acid). UDCA c tc dng tng cng sc khe, chng mt mi u oi, chng stress, gip tng cng kh nng gii c ca gan, bo v v phc hi chc nng gan trong vim gan do ru, vim gan mn, h tr iu tr ung th gan, rut, phng nga ung th rut giUDCA c Cc Qun L Dc v Thc Phm Hoa K (FDA) cng nhn l thuc lm tan si mt, phng nga si mt v x gan tc mt nguyn pht. Tuy nhin, hin nay gu nga c a vo danh sch trong sch ca IUCN (Hip hi bo tn th gii) nh l loi d b thng tn trong s cc ng vt ang b e da v nguy c tit chng. Hn na, cc sn phm mt gu trn th trng khng hon ton pht huy tc dng cha bnh tuyt i nh chc nng ca n, nguyn

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nga.

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nhn l do: cc ly mt khng ng hay do mt th trng khng phi l mt gu Sn phm thay th cc sn phm dc ca Eisai cn l cc sn phm dc ca i th cnh tranh nh: cng ty dc Takeda Tm li: S e da t sn phm thay th s tng i thp nu sn phm dc vn ang trong thi hn c bo h sng ch v cng ty lun n lc to lng tin vi khch hng v cht lng sn phm cng nh a ra mt mc gi thnh sn phm hp l vi kh nng chi tr ca khch hng. 1.3 Nhm chin lc: Xem xt iu kin thc t ca ngnh, hai tiu ch nh gi v phn loi nhm chin lc l gi tr thng hiu v kh nng nghin cu v pht trin R&D. Cao

Nhm c quyn: - Takeda - Astellas Gi tr thng hiu - Eisai Nhm sn xut chung: KyoaHakko - Shionogi...

Thp R&D Ngnh dc phm thng c hai nhm chin lc:

Cao

Nhm I l nhm cc cng ty c quyn nh: Takeda Pharmaceutical Astellas Pharma, Daiichi Sankyo, Chugai Pharmaceutical, Dainippon Sumitomo Pharma, Eisai y l cc cng ty dc ng u Nht Bn. Cc cng ty ny l nhng i th nng cn ca nhau trong ngnh, sn phm ca cng ty ny ng vai tr l sn phm thay th cho cc sn phm ca cng ty kia. Bi vy, nhm ny ch yu cnh tranh v s khc bit, p ng c nhu cu ca bnh nhn v thc hin c iu ny th buc cc cng ty trong nhm phi u t chi ph ln vo hot ng R&D. Cc cng ty

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ny coi vic u t vo nghin cu v pht trin R&D l li th ca mnh. Vic da vo ngun vn u t cho cc nghin cu mt mt gip cho vic tm kim nhng sn phm mi, c quyn ring cho cng ty, mt khc cn to dng hnh nh ca mnh ln tm tr khch hng. Nhm II l nhm bao gm cc cng ty sn xut chung nh: Kyowa Hakko, Shionogi Cc cng ty ny thng khng ch trng vo u t cho sn phm mi, h ch sn xut nhng sn phm ht hn bo h ca nhng cng ty c quyn. Tuy vy, vic khng tham gia vo cc hot ng pht minh, sng ch cng gip cng ty c c mt s an ton nht nh v vn, hn ch s ri ro. 1.4 Phn tch chu k ngnh: Tng trng Ti t chc

Pht sinh

1.4.1 Giai on pht sinh: T nm 1930 gia nm 1960 K t th chin th hai, ngnh cng nghip dc Nht Bn chuyn i v bt u nh hnh nn mi trng kinh doanh. Ngay sau khi kt thc chin tranh, Cc Qun l Ngh nghip thnh lp mt t chc chu trch nhim mua sm v cung cp nguyn liu cho cc nh sn xut dc phm vi gi thnh c nim yt r rng.

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Hn na, Cc Qun l Ngh Nghip khuyn khch ca chnh ph xc tin nhp khu cng ngh sn xut cho cc loi thuc nh penicillin, v th cho php sn xut bt u vo nm 1946. T nm 1950 1955 nhiu cng ty nc ngoi lm hnh thc lin doanh pht trin ngnh dc vi cc cng ty dc ti Nht Bn. 1.4.2 Giai on tng trng: T gia nm 1960 n nm 1980 Nm 1965, yu cu ca cc cng ty dc v nghin cu lm sng, v th nghim dc ng vt hc c chp nhn Nm 1967, mt h thng theo di tc dng ph c ng dng n nm 1970, doanh s bn hng dc phm l khong 10.000 t gp i con s nm 1965 v nm 1980 doanh s bn hng thuc khong 40.000, gp bn ln so vi tng nm 1970. Nm 1976, quy nh v vic bo h pht trin ngnh dc Nht Bn thng qua vic cp bng sng ch dc phm 1.4.3 Giai on ti t chc: sau nm 1980 n nay Trong nhng nm 1980, 17 cng ty hng u Nht Bn xy dng phng th nghim mi. Cc cng ty dc Nht Bn lin doanh, lin kt vi mt s quc gia, cc c s kinh oanh dc trong khu vc cng nh mua li hon ton.

2. Phn tch ngnh:

2.1 Cc lc lng dn dt s thay i: Nghin cu v pht trin sn phm mi, ci tin cng ngh: ngnh dc ph thuc cht ch vo cc yu t cng ngh. Cng ty nh gi R&D l lc lng quan trng nht trong vic dn dt s thay i ca ngnh. Ton cu ha: Th trng dc phm trn ton th gii ang chuyn sang mt k nguyn ton cu ha. Cc cng ty m rng phm vi hot ng trn ton cu thng qua vic u t, mua li, sp nhp, lin doanh Nhng iu ny s lm cho ngnh thay i. 2.2 ng thi ca i th cnh tranh: Ngoi cng ty dc phm Eisai, ba cng ty dc ln ti Nht Bn di y cng c xp trong danh sch 49 cng ty dc ln nht th gii (xp hng theo doanh thu): cng ty dc Takeda, cng ty Astellas Pharma, cng ty Daiichi Sankyo. Trong Eisai ng v tr th 23 trong danh sch vi tng doanh thu l 5583 triu USD vo nm 2008.

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Cng ty TNHH Dc phm Takeda l cng ty dc phm ln nht Nht Bn v Chu . Thng 2/2005, Takeda cng b vic mua li ca San Diego, CaliforniaSyrrx. Thng 4/2008, Takeda mua li cng ty dc phm ca Cambridge, Massachusetts - mt cng ty chuyn nghin cu thuc tr ung th vi $ 8,8 t. Cng ty dc phm Astellas Pharma Inc, c thnh lp t s hp nht ca cng ty Yamanouchi Pharmaceutical Co, Ltd v cng ty Fujisawa Pharmaceutical Co, Ltd. Doanh thu kt hp ca hai cng ty trc khi sp nhp l $ 7,9 t trong nm 2004. Cng ty dc phm Daiichi Sankyo Co, Ltd c thnh lp vo nm 2005 thng qua vic sp nhp ca Sankyo Co, Ltd v Daiichi Pharmaceutical Co, Ltd. Nm 2008, Daiichi Sankyo mua li U3 Pharma. Nm 2011 Daiichi Sankyo mua li Plexxikon 2.3 Cc nhn t then cht cho thnh cng ca ngnh: 2.3.1 Cung cp nhng sn phm cht lng v lin tc to ra cc sn phm mi: i vi bt k sn phm no, cht lng lun l iu quan trng hng u c bit l dc phm. Th trng dc hin nay c kh nhiu nhng doanh nghip sn xut v kinh doanh nhng khng phi doanh nghip no cng thnh cng v to cho mnh mt ch ng vng chc. V sao vy? Nguyn nhn chnh vn ph thuc vo cht lng v hiu qu ca sn phm m h cung cp. Thuc c cht lng km c th gy hi cho bnh nhn v l mt mi e da nghim trng cho sc khe cng ng. m bo cht lng ti Eisai l mt nguyn tc c bn ca cng ty. Do cng ty tin rng cch tt nht ng gp cho phc li ca bnh nhn l vic cung cp cho h mt ngun cung n nh v cht lng cao. Cng ty c bit "kh tnh" trong cng tc qun l cht lng. Tt c sn phm c cung cp phi m bo mc cht lng cao trc khi a n tay bnh nhn. iu ny c th hin trong chnh sch chung ca Eisai v cht lng sn phm l "Mi vin thuc, ng thuc hay vin nang m chng ti sn xut u lin quan trc tip n i sng con ngi". N yu cu ton b nhn vin phi nhn thc su sc v tm quan trng ca tng loi thuc cng ty sn xut n cuc sng ca bnh nhn cng nh gia nh h. Vic lin tc to ra cc sn phm mi cng l iu c mong ch rt nhiu. Cht lng i sng ngy cng cao, con ngi c nhu cu v bo v sc khe nhiu hn trc trong khi tnh hnh v bnh tt trn th gii li chuyn bin phc tp. V vy vic lin tc tm ra thuc mi s gp phn em n thnh cng cho cng ty.

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2.3.2 Mng li phn phi rng khp: Tt c cc nh my sn xut ca Eisai u c lin kt cht ch chng c th cung cp mt ngun cung n nh cho mi quc gia. Cc c s bao gm nh my Misato, nh my RTP pha Bc bang Carolina (M), nh my T Chu (Trung Quc), nh my i Nam (i Loan) v nh my Bogor (Innsia)... i vi sn phm ton cu, mt h thng nh my sn xut c thnh lp sn xut phc v nhu cu bnh nhn. Nhn t ny gip cho cc cng ty trong ngnh m rng phm vi hot ng ca h khp ton cu, gip tip cn n hu ht cc th trng c nhu cu, em n s tin li cho khch hng ng thi gp phn to s trung thnh ca khch hng i vi cng ty. y chnh l cha kha to nn thnh cng cho cng ty dc phm EISAI. 2.4 Kt lun v sc hp dn ca ngnh: Ni dung S pht trin nhanh chng ca cng ngh C hi Thch thc Gip pht trin nhng sn Chu k sng ca sn phm phm mi phc v nhu cu cng rt ngn phi c s ci bnh nhn Xu hng ton cu ha tin lin tc, a ra s i mi - To thun li cho vic M rng ra th trng th thm nhp th trng mi, gii cng lm gia tng cc gia tng v tr trn th gii. lc v khai thc cc th Ro cn nhp ngnh cao mnh ca mi th trng - Gim thiu nguy c thm nhp ngnh ca cc i th cnh tranh tim tng. - Gia tng li nhun ca cng ty trong Tm li: Da vo bng trn ta c th thy c y l mt ngnh kh hp dn. i th cnh tranh t bn - Tip cn c cc ngun ngoi

Phn II: PHN TCH MI TRNG BN TRONG

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V. Phn tch, nh gi cc hnh ng chin lc hin ti:

1. Cc hnh ng chin lc hin ti: K hoch trung hn "Dramatic Leap" (2006 - 2012) nhm t c mc tiu mang tnh t ph l thc y ton cu ha chin lc - iu cn thit duy tr tng trng ca cng ty. Mc tiu ca k hoch l t c doanh s bn hng 1000 t Yn trong nm 2011, vi chi ph R&D l 200 t Yn, 120 t li nhun rng. V trong iu kin doanh s bn hng trong tng khu vc, mc ch ca Eisai l t c t l cn bng trn th trng th gii khong 36 : 44 : 20 tng ng vi Nht Bn, M v Chu . Ni tip nhng thnh cng t c trong k hoch "Dramtic Leap", Eisai tip tc thc hin k hoch mang tn "HAYABUSA". V "Dramtic Leap Plan" c hon thnh sm hn d kin mt nm (tc l nm 2011) nn HAYABUSA Plan bt u c thc hin vo cui nm 2011. thc hin k hoch ny, cng ty thc hin mt s hnh ng chin lc sau: Lin minh: y l hnh ng chin lc m Eisai thng xuyn s dng - lin kt vi cc cng ty, cc trng i hc chuyn nghin cu n lnh vc m cng ty quan tm. Qua , h c th trao i, chia s ngun lc vi nhau nhm thc y qu trnh nghin cu, pht trin ra nhng dng sn phm mi. 10/03/2011 Eisai hp tc vi EPIZYME nhm a ra phng php iu tr khi u bch huyt v cc bnh ung th di truyn khc. 25/5/2011, Eisai cng b bc vo mt giai on mi trong quan h i tc vi trng i hc London (UCL) trng i hc hp tc vi cng ty hn 20 nm k t nm 1990 v cc sn phm sng to khoa hc thn kinh. Thng qua vic ny, Eisai v UCL tip tc tng cng mi quan h hp tc ca h, to iu kin cho sng to sn phm mi. 08/09/2011 Hp tc vi SFJ Pharma trong vic a ra hp cht iu tr ung th tuyn gip. 28/09/2011 Eisai cng Abbott Nht Bn lin minh trong vic sn xut, phn phi loi thuc Humira - khng th iu tr bnh vim khp. Theo tha thun, Abbott Nht Bn s tip th v tin hnh sn xut Humira trong khi Eisai l chu trch nhim trong vic phn phi sn phm ca mnh. Hai cng ty lm vic vi nhau nhm thc y sn phm di mt thng hiu, mt knh phn phi, hai k hoch xc tin. Bng cch cung cp dng sn phm Humira nh mt la chn iu tr mi cho

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thin cht lng cuc sng ca bnh nhn.

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nhng bnh nhn mc bnh vim khp, Abbott v Eisai v ang ng gp ci 17/10/2011 Cng ty TNHH Eisai Nht Bn cng b s tham gia hp tc vi i hc Johns Hopkins (JHU), Hoa K trong vic nghin cu thuc lin quan n thn kinh. Bng cch kt hp cc th mnh ca cng ty v JHU, Eisai tin tng s c nhiu pht minh nhiu sn phm iu tr bnh thn kinh hn na. Theo cc iu khon ca tha thun hp tc, JHU s cung cp cho Eisai nhng nghin cu mi nht v lnh vc thn kinh do i ng ging vin ca trng cung cp. i li, JHU s c quyn truy cp vo th vin cc hp cht ha hc c quyn ca Eisai thc hin mc ch nghin cu ca trng v Eisai s phi tr cho JHU mt khon tr trc v tin bn quyn trn doanh s sn phm c bn ra. u t mi t bn trong: da trn nn tng l s c quyn v cng ngh v k thut chuyn mn cao, cng ty tp trung u t vo R&D, xy dng cc nh my, u t mnh vo marketing tng s hin din trn ton cu. C th l: 28/01/2011: Eisai thnh lp trung tm nghin cu v pht trin Y Sinh hc H3 t Cambridge, Hoa K. Trung tm c thit lp vi mc ch pht trin cc loi thuc ung th mang tnh t ph da trn hai mc tiu nghin cu: xc nh cc loi thuc p ng yu cu ca nhng bnh nhn ung th v s dng cc thnh qu ca cng ngh to ra cc hp cht an ton v hiu qu. Vi mc tiu ny, Eisai d nh s chi khong 200 triu la cho trung tm trong thi gian 10 nm v sn sng cung cp cc khon tin cn thit cho s pht trin lm sng cc hp cht. 8/4/2011 , Eisai thit lp chi nhnh bn hng ti Brazil , c tr s ti San Paulo. Vic thnh lp Eisai Brazil nh du vic nhp cnh ca Eisai vo Chu M Latinh . Eisai thit lp chi nhnh bn hng ti Mexico: 17/8/2011, Eisai cng b thnh lp cng ty con bn hng ti Mexico, l cng ty bn hng th 2 Chu M Latinh. c bit Mexico l th trng dc phm ln th 4 Chu M sau Hoa k , Canada v Brazil v th 14 trn th gii Mua li: 5/4/2011, cng ty con Morphotek ca Eisai ti M mua li cng ty TransMolecular. iu ny gip Eisai c quyn s hu c quyn cng ngh khng th TTP s dng iu tr v chun on mt lot cc bnh ung th.

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Ct gim lao ng: Cng nh cc hng dc i th, vo u thng 4 nm nay, Eisai ra quyt nh ct gim ct gim cc chi ph v sa thi khong 900 nhn vin cng ty thc y thu nhp bi ngnh ang phi i mt vi s thiu ht ca cc loi thuc mi bn chy trong nhng nm gn y v s thay i nhanh chng ca mi trng. Trong bi pht biu ca mnh, ng Haruo Naito, CEO ca Eisai a ra Tng cng phm vi hot ng khu vc ng nh Nht Bn, Trung Quc, Hn Quc, i Loan, v Hng Kng trong tp trung vo Nht Bn v Trung Quc. iu ny s thc y s pht trin cho cng ty Eisai. Bnh minh ca k nguyn ton cu ha: Eisai s cung cp sn phm ca mnh cho ton th gii bng cch gia nhp vo 20 th trng dc phm ln nht th gii cng nh cung cp sn phm vi gi c thp. Sn phm ca chng ti s c mt trn 114 quc gia vi mt mc tiu phc v hn 500 triu bnh nhn Eisai s xy dng cu trc thng mi hiu qu to gi tr cao cho bnh nhn. Eisai s tp trung nghin cu cc loi thuc v ung th vi mc tiu t doanh thu trn 2 t USD v nm trong top 10 cc cng ty chuyn v lnh vc ung th. Eisai s pht trin theo hng "tp trung" thuc, vi mc ch ti a ha li ch ca bnh nhn 2. im mnh, im yu ca cng ty: 2.1 im mnh: Vic thnh lp cng ty con ca Eisai ti Brazil v Mexico gip Eisai gii thiu nhiu sn phm ca cng ty n th trng Bc M ng thi cng lm gia tng phn ti sn vt cht cho Eisai. C li th v cung cp gii php iu tr bnh ton din, gi c phi chng gip Eisai m rng ng k s lng iu tr bnh nhn t 200 triu trong giai on FY 2006-2010 ln 500 triu trong giai on FY 2011-2015 qua gp phn cung cp li ch cho bnh nhn. nhng hnh ng chin lc cho cng ty:

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Eisai c li th trong quan h hp tc lu nm vi i hc Johns Hopkins v i hc London. V th Eisai lun duy tr, cng c v pht trin cc mi quan h hp tc gip Eisai tn dng c nhng kin thc qua qu trnh hp tc 2.2 im yu: Mc d Eisai lun c gng tm kim, pht minh ra nhng dng thuc mi nhng hin ti, cng ty cha c sn phm mi ra mt vo nm ti. Sn phm Aricept ht thi hn c bn quyn vo thng 11/2010 v theo iu ny lm gim doanh thu ca cng ty thu c t Aricept . i ph vi tnh trng ny, Eisai tin hnh nghin cu dng bo ch mi l ming dn trn da. Tuy nhin ming dn qua da ca Aricept khng c FDA ph chun.

VI. Li th cnh tranh v cc khi c bn ca li th cnh tranh:

Eisai l mt cng ty dc phm Nht Bn tp trung vo nghin cu, pht trin, sn xut v tip th dc phm. Cch thc Eisai to nn gi tr vt tri l hng n vic to s khc bit v sn phm thuc bnh nhn v gia nh h cm nhn c dch v tt nht m Eisai cung cp. V y chnh l li th cnh tranh ca cng ty: to s khc bit - nng cao cm nhn ca khch v sn phm ca cng ty. Eisai xy dng nn li th cnh tranh da trn 3 yu t l cht lng vt tri, ci tin vt tri v p ng khch hng vt tri. 1. Cht lng vt tri: Cc nh lnh o ca Eisai lun cam kt cht lng v s an ton ca cc loi thuc m cng ty mang n cho khch hng. Th nghim lm sng l phng tin u tin m cng ty s dng nghin cu nhng tc ng tim n ca lai thuc mi. nghin cu ra mt sn phm thuc mi phi mt rt nhiu thi gian t 9 n 17 nm v tri qua nhiu giai on nghin cu. Eisai tin rng cch tt nht ng gp cho phc li ca bnh nhn l bng cch cung cp cho h mt ngun cung cp n nh cc sn phm dc phm cht lng cao. V vy cng ty c gng n lc ht mnh trong vic m bo cht lng sn phm trong tt c cc khu to ra sn phm phc v bnh nhn. Di y l qu trnh pht trin 1 loi sn phm thuc mi. Qua s ny ta c th thy c mt cht lng sn phm vt tri m Eisai cam kt cung cp cho bnh nhn ca h

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Chnh sch chung v cht lng sn phm ca Eisai l: Cht lng ca mi vin thuc, ng thuc hay vin nang m chng ti sn xut u lin quan trc tip n i sng con ngi". iu ny cho thy trong qu trnh nghin cu, sn xut hay phn phi thuc, nhn vin Eisai phi nhn thc su sc rng vic lm ca bn thn nh hng th no n cuc sng ca cc bnh nhn. lm iu ny, cng ty Eisai thc hin thng qua vic i mi cng ngh kch hot v phn phi t i mi cht lng. Eisai s dng "h thng sn phm sng to" (EPCS: Eisai Product Creation Systems) nhm thc y qua trnh to ra sn phm mi. Mc tiu ca EPCS l hiu r hn v cm xc thc t ca bnh nhn cung cp cc phng php iu tr ph hp, sng to, gii quyt cc vn tim n ca bnh nhn, qua nng cao cht lng cuc sng ca h v tng gi tr cm nhn ca h i vi cc sn phm ca Eisai. Bn cnh , cng ty cung cp a ch lin h r rng nhn cc phn hi ca khch hng v cht lng sn phm. Qua y, Eisai mong mun to ra cu ni gia cng ty v khch hng vi hy vng thc hin nhng gi tr v cam kt trong s mnh ca cng ty. 2. Ci tin vt tri: Eisai lun coi vic ci tin cng ngh l vic lm quan trng ca cng ty. Thng qua vic ci tin, Eisai to ra cc sn phm mi ph hp vi nhu cu ca khch hng. Mt th nghim thuc Eribulin (Halaven) iu tr bnh ung th v c

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lm t bt bin nhm ko di cuc sng ca bnh nhn ung th v ca Eisai c coi l mt ci tin ln, gp phn nng cao v th ca cng ty. Eisai cng rt ch trng vo u t R&D t c s ci tin vt tri : Ch tiu Doanh thu thun (t Yn ) Chi ph R&D (t Yn) T l chi ph R&D trn doanh thu rng (%) Nm 2008 734.3 225.4 30.7 Nm 2009 781.7 156.1 20 Nm 2010 803.2 179.1 22.3 Nm 2011 768.9 145 18.9

Bn cnh , Eisai cn cho xy dng nhiu trung tm R&D trong c trung tm R&D ti Kyoto chuyn trch v gen hc vi cc gio s gii tip cn vi cc cng trnh ha cht tng hp v cc phng php iu tr tim nng i vi nhim trng, cc nhn t chng ng v x l nghin cu v pht minh ra nhiu loi thuc mi p ng nhu cu ngi bnh. Nh vy ci tin vt tri chnh l s khc bit ca cng ty, l yu t to dng li th cnh tranh ca Eisai. 3. p ng khch hng vt tri: Cng ty dc phm Eisai vi mc tiu lm tng gi tr ca vic chm sc sc khe, phc v cng ng do vic lng nghe v thu hiu nhu cu ca khch hng l iu ht sc quan trng nhm tm ra cch p ng tt nht, ph hp nht cho khch hng. Nm bt xu hng gia tng ca bnh Ahzeimer, Eisai cho tin hnh nghin cu, i vo sn xut v tung ra th trng sn phm Aricept nhm phc v cho nhng bnh nhn mc phi cn bnh ny. Trong thi i ton cu ha, Eisai lun tm cch thit lp h thng cng ty con trn ton th gii nhm p ng nhu cu v y t cc nc pht trin ln ang pht trin. C th l: 17/08/2011 Eisai m thm cng ty con ph trch bn hng ti Mexico - cng ty bn hng th 2 ti Chu M La Tinh sau Eisai Brazil c thnh lp vo thng 4 nm nay. Theo kt qu iu tra ca Eisai th Mexico l mt th trng tiu th ln th 4 ca Chu M v ng th 14 trn th gii. Vic thnh lp cng ty con mi ny cho php Eisai gii thiu nhiu sn phm ca mnh hn n vi nhng bnh nhn khu vc Chu M La Tinh... Ngy nay, ngi ta c tnh c hn 1,4 t ngi sng trong cnh ngho i v thm 1,3 t ngi sng di mc 2$/ ngy. Ngoi ra cn c khong 2,7 t

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ngi khng c tip cn vi dch v chm sc sc khe v thuc men. Cng vi Chnh ph cc nc, cc t chc quc t khc, cng ty Eisai c ng vai tr trung tm trong vic gip ngi dn tip cn vi cc loi thuc trn ton th gii. M hnh ATM (Access to Medicines) c cng ty xy dng vi mc ch ny. Bng nhng hnh thc p ng tt nht nhu cu khch hng, Eisai lun hng n vic to ra s khc bit vt tri so vi cc i th cnh tranh trong ngnh, em li cho bnh nhn trn ton th gii nhng phng php tr liu hin i v tin tin nht m khng phi tn nhiu thi gian trong vic tm kim v "Eisai lun c mt mi ni". iu ny gip khuyn khch vic bo v th phn trc nhng i th cnh tranh v cng gp phn cng c hnh nh ca cng ty trong cng ng. Qua y thy c, vic n lc lin tc nhm p ng khch hng ca Eisai khng ch n thun nhm mc ch m rng th trng, gia tng li nhun m cn nhm to s khc bit, lun l ngi dn u trong vic ci tin to ra mt li th cnh tranh bn vng trn th trng truyn thng khng nhng li th s khc bit ha m cn li th chi ph thp, m rng qui m v phm vi hot ng, lnh v a dng s em li li th v tnh kinh t theo qui m, gim thp chi ph trn mt ng li nhun. Kt lun: Vi cht lng vt tri, ci tin cng ngh vt tri v p ng khch hng vt tri m cng ty dc phm Eisai to dng, tt c ch nhm mc ch p ng nhu cu khch hng mt cch tt nht, hiu v cm nhn c nhng g bnh nhn v gia nh h ang ngh, c nh vy th Eisai mi c th cnh tranh vi cc i th khc trong ngnh, ng thi to li th cnh tranh trn c s khc bit

VII. Ngun gc ca li th cnh tranh:

1. Phn tch ngun lc: 1.1 Ngun lc hu hnh: 1.1.1 Ngun lc ti chnh: Do lch s hnh thnh lu i cng quy m hot ng ca cng ty ngy cng m rng vi h thng cng ty con v chi nhnh c mt hu ht cc quc gia trn th gii nn ngun lc v ti chnh ca cng ty dc Eisai c xem l kh vng mnh. Doanh thu t hot ng kinh doanh ca cng ty tng u qua cc nm, iu ny to mt li th cho cng ty, gip cho cc c ng v nhn vin ca Eisai cm thy tin tng v n lc hn na trong hot ng gip cho cng ty ngy cng tng trng mnh hn.

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n v: t Yn. Ch tiu 1.Doanh thu thun 2. Li nhun hot ng 3. Li nhun rng 4. Chi ph R&D 5. Vn ch s hu 6. Tng ti sn 7. ROA (= (3) / (6) ) 8. ROE (= (3) / (5) ) Nm 2008 734.3 17.7 (17) 225.4 448.9 1123.9 (1.8) (3.4)

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Nm 2009 781.7 91.8 47.7 156.1 428 1148.2 4.2 10.9

Nm 2010 803.2 86.4 40.3 179.1 415.9 1101.9 3.6 9.6

Nm 2011 768.9 113..1 67.4 145 404.2 1046.3 6.3 16.4

S biu din doanh thu ca Eisai giai on 2001-2011 ROE 2009 2010 2011 EISAI 10.9 9.6 16.4 TAKEDA 14.4 11.8 11.7 ASTELLAS 16.6 11.6 6.6

Nhn vo cc bng s liu trn ta thy: Li nhun rng nm 2008 m khng phi v Eisai hot ng khng tt m do cng ty trch cho chi ph R&D qu ln trong nm ny. Ch s li nhun rng / vn ch s hu (ROE) ca Eisai c xu hng tng qua cc nm trong khi cc cng ty trong ngnh ang c xu hng gim xung. iu ny chng t vic cng ty s dng kh hiu qu ng vn ca c ng, ngha l cng ty cn i mt cch hi ha gia vn c ng vi vn i vay khai thc li th cnh tranh ca mnh trong qu trnh huy ng vn v m rng quy m. y l du hiu tt

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m mnh m hn. 1.1.2 Ngun lc vt cht:

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cho vic thu ht cc nh u t ln, gip cng ty c nhiu c ng hn, m rng quy

Hin nay Eisai c h thng cc cng ty con hu ht cc quc gia trn th gii, mi mt cng ty, c s u thc hin cc chc nng nhim v khc nhau nh sn xut, bn hng, nghin cu v pht trin. Di y l mt s cc nh my sn xut v phng th nghim ln ca Eisai trn th gii. H thng cc nh my sn xut ca Eisai: Nh my Misato (qun Saitama) Nh my Kawashima (qun Gifu) Vn phng Kashima (qun Ibaraki ) Sannova Co, Ltd (qun Gunma) Nh my Eisai (Bc Carolina, M) Nh my sn xut "Eisai Manufacturing" (Anh) Nh my Eisai Trung Quc (T Chu, Trung Quc)... Cc phng th nghim: Phng th nghim nghin cu Tsukuba (qun Ibaraki) Phng th nghim Kawashima (qun Gifu) Vin nghin cu KAN (tnh Hyogo) Vin nghin cu Eisai Andover (M) Vin nghin cu Eisai Hatfield (Anh)... Cc vn phng bn hng nc ngoi : Eisai ,Inc (M ) Eisai Ltd (Vng quc Anh ) Eisai GmbH (c) Eisai SAS (Php ) Eisai Hn Quc . 1.1.3 Ngun lc k thut: Bn quyn: Ngnh dc l mt ngnh i hi cao v cht lng sn phm, ng thi pht minh ra mt loi sn phm mi i hi rt nhiu v kh nng ngun nhn lc v thit b phc v v i mi cng ngh. Do cng ty Eisai cng

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rt ch tm u t v k thut nhm phc v cho qu trnh lm vic tt nht, to iu kin tt nht c th a ra th trng nhiu loi sn phm mi p ng nhu cu ngy cng tng ca khch hng. Nh cng ty Eisai a ra th trng rt nhiu dng sn phm nh l thuc Aricept (Thuc tr bnh thoi ha thn kinh Ahzeimer), Pariet (Thuc khng acid , chng tro ngc v chng lot), Methycobal (Thuc b thn kinh), Selbex (vim d dy / iu tr lot d dy), Actonel (iu tr long xng), Warfarin (thuc chng ng mu)y u l nhng sn phm c cp bng sng ch gip cng ty c ch ng trn th trng v mang v cho cng ty cc khon li nhun khng l. Gn y nht, Eisai va c nhn bng sng ch v phng php cho vic thu thp t bo tuyn ty s dng NEPH3, c cp ngy 20/10/2011. Nhn hiu thng mi: im mnh ca Eisai bao gm pht trin sn phm hiu qu, nng sut,cht lng cao v cc quy trnh sn xut, cng nh cc gii php sng to tng cng kh nng cnh tranh cho sn phm. l mt nim tin ct li ti Eisai. V vy Eisai c cc khch hng trn th gii bit n nh mt thng hiu uy tn v cht lng. 1.2 Ngun lc v hnh: 1.2.1 Ngun lc nhn s: i vi cng ty dc phm Eisai th ngun lc v nhn s l ngun lc khng th thiu v ng vai tr rt quan trng cho s thnh cng ca cng ty. Eisai a ra cc chnh sch thu ht v gi chn nhn ti. Cng vi mc lng cnh tranh v mc tiu tin thng ho phng hng nm, Eisai cn cung cp ch bo him y t, bo him nhn th, chm sc khuyt tt, thi gian lm vic linh hot v ch hu tr cho nhn vin. Kin thc: Kin thc l mt yu t khng th thiu m bo mt kh nng lm vic tt cho nhn vin ca tt c cc cng ty trn ton th gii ni chung v nhn vin ca Eisai ni ring. i vi Eisai, cng ty i hi nhn vin mt kh nng chuyn mn trong lnh vc dc phm nghin cu ci tin cc loi thuc nhm chm sc sc khe cho con ngi. Nhn vin khng ch hiu bit v kin thc chuyn mn m h cn phi c kin thc x hi hiu c nhng vn thc t m bnh nhn ang phi i mt, mong mun ca bnh nhn, nhng cm gic ca bnh nhn khi ang phi chin u vi bnh tt t nhn vin n lc hn trong vic u t nghin cu v em li cho bnh nhn cng nh gia nh ca h nhng gi tr cao nht. Bn cnh ,

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Eisai h tr nhn vin bng cch cho h i mt trc tip vi bnh nhn. Chng hn nh nhn vin cc phng nghin cu ca Eisai thng i km vi cc bc s v y t ca cng ty n thm nh bnh nhn cung cp dch v chm sc sc khe, gip h hiu su sc hn c th chm sc bnh nhn tt hn. iu ny gip h c thm kin thc thc t tip tc n lc tm ra cc loi thuc mi p ng nhu cu r rng ca bnh nhn. Tin cy: Nhn vin ca Eisai lun c tinh thn trch nhim trong cng vic, on kt cng nhau hp tc em n cho khch hng nhng sn phm dc cht lng cao, m bo c s uy tn ca thng hiu v s tin tng cho cc c ng c th u t m rng kinh doanh trn ton th gii cng nh s tin yu vo cht lng gi tr em li cho bnh nhn v gia nh ca h. Cc kh nng qun tr: Eisai c h thng qun tr nhn vin r rng, gip nhn vin xc nh r nhng cng vic, nhim v m h phi lm em li kt qu cao trong cng vic. Eisai quy nh nhim v ca mnh trong vic chm sc sc khe cho con ngi v n lc chia s s mnh ny vi nhn vin v cc c ng ca mnh. thc hin nhim v chm sc sc khe con ngi, Eisai nhn ra rng n phi thc hin chnh sch vin cnh di hn c th c c s tin tng ca nhn vin v cc c ng ca mnh. Bn cnh Eisai cn thit lp cc tiu chun php l o c v iu l trong kinh doanh, b lut ng x v bt buc ton b nhn vin ca cng ty phi tun th. nh gi: ng gi: ngun nhn lc l mt yu t then cht cho s tn ti v pht trin ca t chc. Cng vic d c t chc tt n u m khng c nhn vin thc hin th n s ch l mt tng l lng. Nhng con ngi c kin thc trnh chuyn mn s dn dt cng ty i n nhng thnh cng ny n thnh cng khc. Mt s tinh thng v c kin thc v kinh nghim sng vn c trong t chc to nn mt li th cnh tranh v s khc bit trong sn phm cung cp cng vi vic cho ra nhng ng gp v sn phm mi. Eisai vn dng c ngun lc ny trong t chc, do cng ty thu c rt nhiu thnh cng, t s bnh trng lnh vc kinh doanh n m rng quy m, to ra sn phm mi c quyn, to nn tn tui cho cng ty thng qua ting ni ca khch hng trn th trng.

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Qun tr chin lc

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Him: khng phi lc no, ni no cng c th tm c ngun lao ng nh mong mun, c bit l ngun nhn vin c kin thc chuyn su, am m cng vic, ham hc hi v c trch nhim. V th y c xem l ngun lc him c. Khng th thay th: ngun lc v con ngi l mt ngun lc khng th tm ra c s thay th tng ng, c bit trong ngnh dc th iu cn quan trng hn na. V vy, Eisai vn dng ti a hiu lc ca ngun lc ny to ra li th cnh tranh cho doanh nghip mnh v thu c rt nhiu thnh qu trong lch s. 1.2.2 Ngun sng kin: Nh s giu c v kin thc hiu bit rng trong lnh vc chuyn ngnh dc m Eisai lun v tr cao trong nghin cu sn xut thuc iu tr v thn kinh, ung th v mch mu / phn ng min dch. Eisai cam kt to ra cc loi thuc mi, c hiu qu cao c bit l trong cc lnh vc ny bng cch tp trung cc ngun lc cho nghin cu v pht trin. L mt cng ty dc phm hng u trn ton cu vi cam kt s gip cho vic chm sc sc khe ca bnh nhn v gia nh ca h tt hn thng qua qu trnh hot ng kinh doanh ca mnh. Do vy, Eisai lin tc cho ra mt nhng sn phm dc c cht lng gip ci thin sc khe cho bnh nhn. Chng hn nh: Eisai to bc t ph v sng ch thuc Aricept iu tr bnh Alzheimer v Pariet iu tr lot d dy v lot d dy t trng. Trong , Aricept hin l loi thuc duy nht trn th gii c ph duyt iu tr bnh Alzheimer 15/11/2004 Eisai cho ra mt thuc thuc Clevudine - iu tr vim gan B v c cp giy php c quyn pht trin, sn xut v bn hng ti 10 quc gia Chu trong c Hn Quc. 28/09/2005 Eisai tung ra th trng sn phm c quyn FRAGMIN chng ng mu. 01/11/2006 , Eisai ra mt sn phm mi Rx-to-OTC iu tr vim mi d ng v cc vn v da. 06/03/2008 Eisai ra mt dng sn phm mi CHOCOLA BB iu tr mn trng c v cc rc ri v da . 07/01/2011 , Eisai ra mt thuc SKAINAR AL dng vin nn iu tr tc nghn mi, vim mi, st v cc d ng khc.

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Eisai lin tc cho ra i cc vin nghin cu sinh hc, vin lm sng nghin cu thuc iu tr bnh. C th nh: nm 1997, vin nghin cu Kan chuyn nghin cu v sinh hc thnh lp ti Kobe, tnh Hyogo, Nht bn. Nm 2002, vin nghin cu lm sng thnh lp New Jersey, Hoa K. l mt trong nhng minh chng c th cho s pht trin v khoa hc y hc ca cng ty Eisai. nh gi: ng gi: mi sng kin trong t chc lun l ngun t chc pht trin v bnh trng, m rng kinh doanh v to ra mt lng li nhun khng l cho t chc ng thi em n s hi lng cho khch hng. Chnh v vy ngun sng kin c nh gi l rt ng gi i vi t chc. Bn cnh , nhng sng kin ny gip cng ty to c mt li th so vi cc i th cnh tranh cng nh thch hp vi nhng thay i ca mi trng .Chnh v vy ngun sng kin l rt ng gi i vi t chc. Him: trong ngnh dc vic a ra mt sn phm mi i hi cao v s sng to, trnh cao ca cc nh nghin cu ng thi phi tri qua mt qu trnh nghin cu lu di v i hi tnh chnh xc cao m khng phi ai hay t chc no c th mt sm mt chiu tm ra ngay. Do ngun sng kin l rt him trong ngnh dc v iu ny rt c cng ty Eisai ch trng nhm to iu kin tt nht khi gi ngun sng kin trong nhn vin. Kh bt chc: vic a ra sn phm mi l rt kh v him, do mi sn phm mi m cng ty dc Eisai pht minh, nghin cu ra u c cp giy php c quyn nhm hn ch s bt chc ca i th cnh tranh, t m c th t gi cao to mt li th cnh tranh cho t chc. Khng th thay th: i vi cng ty hot ng trong lnh vc dc th vic sng kin ra cc sn phm dc mi l iu quan trng cho s tn ti, cnh tranh trn th trng y khc lit. Do vy vic tm ra sn phm mi l iu khng th thay th bi cc ngun lc khc.

y l nng lc ct li to li th cnh tranh ca cng ty.

1.2.3 Ngun danh ting vi khch hng: Eisai l cng ty dc phm ra i sm ti Nht Bn vi lch s pht trin gn lin vi nhng thng trm ca nn kinh t x hi Nht. Hn na th k qua, v

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th v danh ting ca cng ty c khng nh khng ch vi khch hng trong nc m cn c trn th gii. Eisai nm trong danh sch 23 cng ty dc phm ln nht trn th gii vi doanh thu ln gn 6 t USD trong nm 2008. Eisai c bit n vi nhng sn phm dc c cht lng cao, an ton v ph hp vi kh nng thanh ton ca bnh nhn, gia nh ca h. Eisai lin tc cho ra mt cc loi thuc mi hoc ci tin sn phm thuc vi nhng chc nng vt tri nhm ci thin sc khe cho bnh nhn. iu ny to dng mt li th cnh tranh cho cng ty trong vic gn gi th phn trc s m rng xm nhp ca cc i th cnh tranh. Bn cnh , nng cao danh ting vi khch hng. Eisai thng xuyn tham gia cc hot ng t thin, hot ng ti tr ng gp cho x hi nh: Vic thnh lp vin bo tng khoa hc v cng nghip dc phm Naito vo nm 1917 Vin chm sc sc khe thnh lp nm 1986 nhm h tr chm sc sc khe thng xuyn cho bnh nhn nhng vng xa xi ho lnh trn ton th gii... Thng 1 nm 2010, Eisai tng 20 triu JPY thng qua T chc Y t th gii h tr cho cc nn nhn trn ng t Haiti Thng 5 nm 2011 va qua, Eisai tng 200.000USD cho Hi ch thp M i ph vi lc xoy ti Hoa K. Nhng hot ng trn do Eisai trin khai vi mc ch khng nhng cho x hi m cn cho chnh t chc ca mnh, nhm nh bng tn tui cng vi s qung b thng hiu ca Eisai phm vi ngy cng rng ln.. nh gi: ng gi: Da trn lng tin c vi khch hng to dng c s gn b lu di bo v th phn trc nhng i th cnh tranh, mt khc, to ra nhiu gi tr vi cng chng thng qua nhng cam kt bn vng v uy tn thng hiu. Him: Danh ting vi khch hng l yu t m Eisai c c qua thi gian pht trin lu di da trn vic cung cp cc sn phm, dch v c cht lng ti u. Trong khu vc khng him cc cng ty dc ln nhng c c nhng nh gi v uy tn trong lng cng chng th rt t hng c c. 1.3 Kh nng tim tng: 1.3.1 Kh nng qun l v iu hnh nhn vin:

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Qun tr chin lc

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Eisai xem nhn vin l yu t cn thit thc hin cc hot ng kinh doanh ca mnh, do vy Eisai lun lun n lc hon thin cc tiu chun iu l buc nhn vin ca mnh phi tun th, gip nhn vin xc nh c vai tr trch nhim ca mnh vi cng vic. C th: thng 3 nm 2000, Eisai cho ra mt iu l ng x kinh doanh v b lut ng x ton th nhn vin trong cng ty phi tun theo cc chnh sch, th tc, quy tc , to phong cch lm vic hiu qu, mi trng lm vic cng bng cho nhn vin, mi nhn vin ca Eisai u c tn trng v c hi lm vic nh nhau cho tt c nhng ngi c nng lc, khng cho php nhn vin thc hin cc hnh vi vi phm php lutiu gip cho v th ca Eisai ngy cng c nng cao. nh gi v kh nng qun l v iu hnh nhn vin ng gi: Kh nng qun l v iu hnh nhn vin tt bi nhng tiu chun qun l bn trong thc s hiu qu to iu kin thun li Eisai nng cao v th cnh tranh. ng thi cc lut l trong ng x v trong kinh doanh c a ra, h tr cho kh nng qun l iu hnh nhn vin gip cho Eisai hn ch ti thiu cc sai st c th nh hng ti uy tn cng nh danh ting ca cng ty. V th kh nng ny c xem l rt ng gi. Kh bt chc: to dng mt lut l trong ng x v trong kinh doanh ring c cho mt cng ty v cho tt c cc nhn vin ca cng ty thch ng v thc hin tt cc lut l l iu khng d dng, v v n c hnh thnh gn lin vi lch s pht trin ca cng ty. Khng th thay th: y l yu t khng th thay th c bi n tham gia v qu trnh hoch nh chin lc. Do vy khng th a ra mt yu t khc thay th cho kh nng qun l v iu hnh nhn vin. 1.3.2 Kh nng qun tr s sng to: Trong ngnh dc phm, yu t dn dt s thay i ngnh l s thay i v ci tin sn phm, cng ngh... Eisai - mt trong nhng hng dc ln Nht cng nh trn th gii ginh c v th cnh tranh cao trn th trng nh ngy nay l nh vo vic nhn bit sm yu t then cht dn n thnh cng cho cng ty. chnh l khng ngng i mi, sng to. V qun tr cc yu t ny khng ch l nhim v ca b phn sn xut hay b phn R&D m l cng vic ca ton b t chc. i mi, sng to khng ch dng li trong phm vi sn phm cung cp m cn phi

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Qun tr chin lc
mt cch hiu qu nht, ti thiu chi ph.

GVHD: TS. Nguyn Xun Ln

khng ngng sng to trong mi cng vic, a ra cc quyt nh gii quyt cng vic nh gi v kh nng qun tr s sng to: ng gi: Kh nng qun tr s sng to gip Eisai tch hp c cc ngun lc, a ra nhng quyt nh chin lc kh thi v hiu qu. Qun l tm v m, khuyn khch s sng to trong con ngi khin cng ty c nhiu li th hn trong vic thm nhp th trng ton cu ng thi gip cho Eisai nng cao li th cnh tranh, a ra cc sn phm dc phm mi gip ci thin sc khe cho bnh nhn, to c hi em n thnh cng ca cng ty. Him: C th nhn ra rng cc hng trong ngnh c cch thc qun tr s sng to hiu qu s to ra khng t gi tr cho ngi tiu dng, iu ny to li th cnh tranh v s khc bit sn phm. Tuy nhin vn ny khng phi t chc no cng c kh nng qun tr mt cch hiu qu c. Sng to ra sn phm khc bit vi i th kh m cng tc qun tr c s sng to ny t hiu qu ti u trn c s ti thiu chi ph th cng kh hn. iu ny gip Eisai ng vng v ngy cng pht trin trn th trng khu vc v th gii. Kh bt chc: To dng c mt vn ha t chc ring c l iu khng d cc cng ty khc bt chc, do c im v cch thc qun tr c hnh thnh v bn vng qua thi gian. Hn na, kh nng qun tr s sng to l mt yu t thuc v k nng ni ti ca cng ty. V th kh nng ny rt kh bt chc. Khng th thay th: y l yu t khng th thay th bi n tham gia vo vic hoch nh chin lc, ng vai tr ch cht trong vic ra chin lc, do vy a ra mt yu t thay th cho kh nng qun tr s sng to tham gia vo vic ra chin lc cho t chc l iu khng th.

y l nng lc ct li to li th cnh tranh ca cng ty.

1.3.3 Kh nng thu ht v gi chn nhn ti: Nhn vin l ti sn ln nht ca Eisai. i x cng bng khng phn bit chng tc, mu da, tn ngng, gii tnh, tui tc, ngun gc quc gia, tn tt, lun thng thn v tn trng tt c nhn vin ca mnh. Eisai cng tp trung vo vic cung cp cc chng trnh o to lnh o ton cu v xy dng mt h thng thc y giao lu quc t gia cc nhn vin.

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Qun tr chin lc

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Ti Eisai, nhn vin c mt mi trng lm vic lnh mnh, cho php tt c cc nhn vin tip cn cng vic ca h vi s t tin rng h s c php tn dng ti a kh nng ca mnh.

Kt lun: Nng lc ct li l cc ngun lc v kh nng ca cng ty c s dng

nh ngun to ra li th cnh tranh. Cc nng lc ct li phi m bo bn tiu chun ca li th cnh tranh bn vng l: ng gi, him, kh bt chc v khng th thay th. Vi nhng phn tch v lp lun trn th nng lc ct li ca Eisai l ngun sng kin v kh nng qun tr s sng to. Nng lc ct li ny s gip cng ty to s khc bit so vi cc i th cnh tranh trong ngnh, vn ln v tr cao hn trong bng xp hng cc cng ty dc ln nht th gii. 2. Phn tch chui gi tr: 2.1 Hot ng chnh:

2.1.1 Nghin cu v pht trin (R & D): Qu trnh pht trin mt loi dc phm mi ca Eisai l mt qu trnh lu di v phc tp: t vic xc nh cc thnh phn dc phm, th nghim lm sng, ng dng v xem xt. Tt c cc cng on ny u nhm mong mun m bo vic to ra mt sn phm an ton v hiu qu. Bc 1: Qu trnh nghin cu c bn (ko di t 2 n 3 nm). Cng on ny nhm xc nh tng hp cc thnh phn ha hc ca cht mi (cc thnh phn dc phm) v cc thnh phn tim nng tr thnh loi thuc mi. Ngoi chit xut cc thnh phn t t nhin, nhiu thnh phn dc phm c nghin cu da trn phng php khoa hc v cng ngh sinh hc.

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Bc 2: Tin nghin cu lm sng (ko di t 3 n 5 nm) Bc ny nghin cu v tnh hiu qu v s an ton ca cc thnh phn dc phm bng cch nghin cu nui cy trn cc t bo hoc trn ng vt. Nghin cu c thc hin da vo qu trnh hp th, phn phi, trao i cht, bi tit, s n nh v cht lng ca cc thnh phn dc phm. Bc 3: Nghin cu lm sng (Ko di t 3 n 7 nm) nhm sc nhn s an ton v tnh hiu qu ca nhng thnh phn dc phm thng qua nghin cu lm sng trn c th con ngi. Cc nghin cu c tin hnh thng qua cc t chc y t, s ng bng vn bn tham gia vo qu trnh nghin cu th nghim ca bnh nhn. Hot ng nghin cu ca Eisai d trn cc tiu chun cao v o c nh: phng th nghim tt, hot ng nghim cu lm sng an ton cho con ngi bo v quyn li trong vic tham gia th nghim ca bnh nhnHot ng nghin cu ca Eisai tun th theo cc tiu chun quc t v cc tiu chun php l o c ring ca Eisai. Vi s mnh l mang n suy ngh u tin cho bnh nhn, gia nh ca h cng nh gia tng li ch ca vic chm sc sc khe, Eisai lun n lc trong vic nng cao v ci tin cht lng trong cc sn phm dch v cung cp cng nh lun i u trong vic s dng cc cng ngh hin i v tin tin nht nhm mang li nhng li ch v gi tr cng nh chi ph. Nh cp trn, Eisai hin hnh thnh H thng sng to sn phm (EPCS) nhm hiu r hn v cm xc v tnh trng thc t m bnh nhn ang phi i mt, t c th nghin cu v a ra nhng phng php iu tr hiu qu, nhm nng cao cht lng cuc sng cho bnh nhn. Mt khc, trong khi tip tc pht trin tp trung vo chin lc nhng quyn thng mi v dn dn chuyn i cc khu vc nhng quyn thng mi th Eisai bm khong 75% ngun lc R&D vo cc lnh vc Khoa hc thn kinh v Ung th. Bn cnh , Eisai cn thit lp mt h thng nghin cu v pht trin nhm thc y s hp tc cht ch vi vi cc trung tm nghin cu ti Nht Bn, Hoa K v Chu u a ra phng php iu tr hiu qu cho mt s bnh nh: bnh ng kinh, phng nga chng au na u Hn na, Eisai lin tc hnh thnh cc

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Qun tr chin lc
nh:

GVHD: TS. Nguyn Xun Ln

phng th nghim h tr cho qu trnh nghin cu v pht trin ca mnh. Chng hn Phng th nghim nghin cu Tsukuba ra i nhm mc ch pht trin sn phm mi, cc thnh phn dc phm c chc nng cao trong cc lnh vc sinh hc. Phng nghin cu ti trng i hc London, Vin nghin cu lm sng c bit nghin cu lm sng iu tr bnh ung th v phng chng ung th thnh lp New Jersey - Hoa K.. Eisai m rng khun vin ca Vin nghin cu Eisai Boston v cho hot ng trong nm ti kha 2006. Vi khong 200 nh nghin cu Eisai tin tng rng s nghin cu nhiu dng sn phm hn na cho cng ty. => Vic hnh thnh v u t cho cc trung tm nghin cu ti Nht Bn, M v Chu u cho php Eisai ci tin kh nng thc hin cng vic, pht hin ra cc hp cht ng c mi i vi la chn thuc. Hot ng R&D gip cng ty lun i u trong vic cung cp cc dng sn phm, phng php iu tr bnh hiu qu, gip ci thin sc khe cho bnh nhn v gia nh ca h. 2.1.2 Hot ng sn xut: Eisai lun i u trong lnh vc sn xut sn phm dc c cht lng cao, an ton. Eisai c c mt quy trnh kim tra v cht lng v an ton trong sn xut: u tin: qu trnh tip nhn v pha ch nguyn liu cho dc phm Th 2: qu trnh ch bin xay xt v trn ln cc nguyn liu Cui cng: qu trnh hon thnh sn phm dng vin. Eisai lun tin chc rng nhng dc phm m cng ty sn xut u c an ton v hiu qu cao bi chng c hnh thnh t cc hot cht qua th nghim lm sng lu di ca cng ty. hon thin hn qu trnh sn xut, Eisai hnh thnh nhiu c s sn xut dc m bo s ch ng vi ngun nguyn vt liu u vo cng nh thun tin trong khu qun l kim sot cht lng theo nh tiu chun m Eisai a ra. Di y l mt vi nh my sn xut ca cng ty: Nh my Misato i vo hot ng nm 1981 chuyn sn xut cc sn phm dc nm pha Ty bc ca qun Saitama Trong nm 2005, nh my m

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rng hot ng nhm p ng nhu cu tng ln ca th trng. Nm 2004, Misato c FDA chp thun cho sn xut Aricept dng vin. Vi h thng qun l mi trng (EMS) v c B Y t xc nhn l h thng qun l an ton (OHSMS) vo nm 2000 v 2004, nh my Misato ang hot ng mt cch an ton v thn thin vi mi trng. Nh my sn xut Kashima c thnh lp Nht Bn nm 1983. y l nh my sn xut dc phm c thc hin c quyn c c h thng qun l mi trng (EMS) xc nhn vo nm 1999 v chng nhn h thng qun l an ton (OHSMS) vo nm 2003. Nm 2008 nh my sn xut dc phm ca Eisai c thnh lp v i vo hot ng ti vng quc Anh Vo cui nm 2010 c s nghin cu v sn xut dc phm ca Eisai c thnh lp n Vic m rng cc nh my sn xut trn th gii nhm mc ch m bo ngun cung cp dc phm n nh cht lng cao, p ng nhu cu khc nhau ca cc quc gia khc nhau trn ton th gii. 2.1.3 Hot ng hu cn: Eisai tin rng cch tt nht ng gp cho phc li ca bnh nhn l cung cp cho h mt ngun cung cp n nh cc sn phm dc phm cht lng cao. Do tt c cc c s sn xut ca Eisai u c lin kt cht ch c th cung cp mt ngun sn phm n nh trn ton cu v c s sn xut lun phi m bo s ch ng vi ngun nguyn vt liu u vo cng nh thun tin trong khu qun l kim sot cht lng theo nh tiu chun m Eisai a ra. Cng ty c bit khc khe trong qu trnh sn xut ca mnh. Chnh sch chung ca Eisai v cht lng sn phm l "Mi vin thuc, vin nang, ng m chng ti sn xut lin quan trc tip n i sng con ngi." N c m bo trong tin trnh hot ng lm vic ca Eisai, nhn vin Eisai lun nhn thc su sc lm th no sn phm ca cng ty em li gi tr cao cho cuc sng ca bnh nhn. Ngoi ra, qu trnh phn phi sn phm nhm mang sn phm n vi bnh nhn l mt phn ca hot ng hu cn. thc hin iu ny, Eisai khng ngng m rng cc cng ty con, chi nhnh nhiu nc trn th gii bao gm Chu ,

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GVHD: TS. Nguyn Xun Ln

Chu u, Bc M... v gn y, trong k hoch HAYABUSA th Eisai c bit ch trng n vic pht trin sn phm khu vc ng .

2.1.4 Hot ng bn hng v PR: Eisai lin tc m rng th trng v thc y sn phm pht trin trn ton th gii: c hn 10 cng ty con, vin nghin cu ti Nht Bn v nhiu cng ty c hnh thnh Chu , Chu u, Bc M. Eisai thc hin cc chng trnh PR da vo cc ngun lc hin c ca t chc cng vi kh nng qun tr nhng sng to trong cng vic lm nn mt lot cc chng trnh PR thnh cng, gp phn vun p cho danh ting ca hng c nng cao, to c s cho vic to lp li th cnh tranh. Eisai xy dng Bo tng khoa hc v cng ty dc phm Naito, bo tng c m ca min ph h tr cc chuyn gia chm sc sc khe tham gia vo nghin cu v thc y s hiu bit chnh xc v dc phm trong cng chng. Gn y, cng ty va thit lp cc trang web "Bo tng dc phm ", cho php ngi dng truy cp cc bo tng bt c lc no v bt c ni u. ng thi, cng ty cng tr gip nhng vng chu thit hi trong cc v thm ha. Eisai sn sng h tr bng tin cng nh pht thuc min ph cho c dn nhng khu vc ny. y l hnh ng nhm thc hin trit l "hhc" (human health care) ca cng ty. Qua y, Eisai mong mun ng gp nhiu hn cho sc khe ca ngi dn. Ngy 18/11/2010, Eisai k hp tc vi WHO trong vic cung cp min ph thuc thit yu iu tr bnh giun ch bch huyt - mt cn bnh xut hin nhiu nhng vng nhit i v cng ty d nh s sn xut 2,2 t vin cung cp cho WHO trong vng nhng thng ti. Sau thm ha ng t v sng thn Nht Bn vo u nm 2011, Eisai tng 200 triu yn cu tr cho cc nn nhn b nh hng. Ngoi ra, Eisai cng tng cho cc c s y t thuc v thit b y t cn thit cho vic chm sc sc khe, chng hn nh khn lau v trng, nc ung vitamin v cc loi kem chm sc da p ng nhu cu ca ngi dn a phng.

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GVHD: TS. Nguyn Xun Ln

Ngoi ra, Eisai ng h nhiu cho ngi dn dn chu nh hng ca t sng thn qun o Mentawai v ni la Merapi phun tro ti Indonesia hi thng 10/2010 v trn ng t tnh Thanh Hi (Trung Quc) hi nm ngoi...

2.1.5 Hot ng nh gi tc dng ph ca thuc (Pharmacovigilance - PV) y l hot ng nhm nghin cu, pht hin, nh gi v phng nga nhng tc dng ph ca mt s loi thuc. V Eisai cng rt quan tm n hot ng ny. Cng ty lin tc thu thp v nh gi thng tin an ton trn cc sn phm ca cng ty trn ton th gii v bo co kp thi cc thng tin ny cho cc c quan qun l ng thi phn nh tnh an ton ca sn phm nhm gip h tr vic s dng hp l cc sn phm v tin hnh th nghim lm sng m bo tnh an ton ca dc phm ti mi quc gia. Eisai thnh lp Ban an ton ton cu, trong bao gm cc bc s c chuyn mn cao, h s chu trch nhim trong tng khu vc/quc gia v tng sn phm y t. Vic thnh lp ban an ton ny nhm cung cp cc sn phm cht lng n nh qua kim tra nghim ngt ca cc chuyn gia trc khi n tay khch hng.

cc nc th trng mi, cng ty nhn thy cn c cch tip cn thn trng v linh hot trong PV nh cn c mt danh mc sn phm ti u ha v a dng, ph hp vi tng khu vc. ng thi, thc hin mt tiu chun an ton ti cc quc gia ny, Eisai thnh lp C quan m bo an ton a phng (LSO)- c quan c vai tr quan trng trong t chc PV ton cu ca Eisai. 2.2 Hot ng h tr:

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2.2.1 Qun tr ngun nhn lc:

GVHD: TS. Nguyn Xun Ln

y cng l mt trong nhng hot ng c Eisai ch trng bi theo thng k ca cng ty, s lng nhn vin hin ang lm vic cho Eisai ln n con s 11.560 ngi. qun l c mt lng ln nhn vin nh vy th vic hon thin v khng ngng nng cao hot ng qun tr ngun nhn lc l iu khng th thiu. Qun tr tt hot ng ny cng ng ngha vi vic thc hin tt cng tc qun tr kh nng sng to ca nhn vin trong t chc nhm em li nhiu li ch cho c nhn vin ln t chc. Sau y l mt vi im trong hot ng ny ca cng ty: Tuyn dng l mt khu quan trng ca cng tc qun tr ngun nhn lc. Nhn vin c chn vo lm vic c yu cu kh cao v trnh chuyn mn, nghip v, kinh nghim lm vic v c bit l o c trong cng vic - mt t cht cn thit vi nhn vin trong ngnh dc phm. Ngay t khi mi c nhn vo lm vic, iu bt buc ca mi nhn vin l phi nm vng s mnh, tm nhn cng nh nhng iu l m cng ty quy nh. iu ny nhm gip nhn vin xc nh c nhng iu mnh phi lm trong tng lai. H phi nhn thc c vic lm ca h nh hng rt ln n sc khe ca con ngi t c trch nhim hn vi cng vic thc hin c iu ny, bn cnh nhng n lc ca c nhn, cng ty lun to iu kin, khuyn khch nhn vin pht trin kh nng bn thn bng cch to mi trng lm vic cng bng v thn thin, khuyn khch s n lc v tnh sng to ca nhn vin, tn trng cc quyn c nhn v phm gi ca h. Cng tc o to: Eisai lin tc t chc cc kho hun luyn o to v nng cao k nng cho cc nh qun l cng nh nhn vin. Ngoi ra, mi nm Eisai u t chc cc chuyn thc t cho nhn vin n trc tip cc c s y t, bnh vin. Mc ch ca chng trnh ny nhm gip cho nhn vin tip xc trc tip vi bnh nhn, nhn bit v thu hiu c mong mun ca h hn, t c th pht trin nhng loi thuc cht lng, p ng nhu cu ca mi ngi. Hng nm cng ty t chc cc cuc thi v sng kin mi, y khng ch l mt cuc chi gii tr m n l cu ni gip nhng nhn vin trong cng ty on kt vi nhau v c th chia s cho nhau nhng sng kin mi v sn phm, t thc y cng ty pht trin

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2.2.2 H thng thng tin:

GVHD: TS. Nguyn Xun Ln

H thng thng tin l mt hot ng nhm to s trao i gia cc bn hu quan vi nhau. Eisai thnh lp trung tm dch v khch hng, gii p thc mc trc tip cho khch qua ng dy nng hoc qua website ca cng ty. Ngoi ra, trn trang web ny, khch hng cng c th t hng, gip gim thi gian cng nh chi ph cho khch. Vic pht trin ca h thng truyn thng ny l cu ni gip cng ty c c hi tng tc trc tip vi khch hng cng nh nhng bnh nhn v gia nh ca h, ng gp hn na vo vic gii quyt nhu cu a dng ca chm sc sc khe con ngi. Bn cnh thc hin "chin lc chuyn i" nhm tp trung vo vic chuyn giao mt s chc nng hot ng chnh ca cc cng ty trong khu vc c cng ngh cao nhm gim chi ph hot ng nhng vn m bo cht lng cao. Eisai phn u to ra tr tu sng to bng cch gi nh nghin cu lm sng, qun l phn tch d liu / thng k...bng cch s dng ti a li th c cung cp n . Ngy 14/02/2008 cng ty tin hnh thu cng ty Accenture, n trong vic qun l d liu lm sng. H thng bao gm vic thu thp, x l v lu tr gip Eisai qun l d liu lm sng ti u vi mc chi ph thp. Hot ng thu ngoi ny c cng ty nh gi cao bi chng gip Eisai tit kim c mt khon chi ph ng k.

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