Professional Documents
Culture Documents
Gi tr cng ty
Gi tr cng ty to ra (C-V)
nh v chin lc
Yu cu i vi chin lc
Cu trc t chc
Cu trc t chc
Kim sot : cch thc o lng hot ng ca cc n v v v nh gi cc nh qun tr iu hnh n v nh th no. ng vin: l nhng cch thc tng thng cho nhng hnh v qun tr tt Tin trnh ra quyt nh: cch thc ra quyt nh v thc hin cng vic trong t chc Vn ha t chc: nhng gi tr v chun mc c chia s trong nhng ngi lao ng ca t chc Con ngi: kiu ngi lm vic trong t chc v cc vn tuyn dng, s n b, gi chn v kiu ngi lm vic trong t chc
Nng lc ct li
Nng lc ct li ca doanh nghip l nhng k nng m i th cnh tranh khng d dng bt chc i chi c. Nhng k nng ny c th hin din trong bt kz hot ng to gi tr no ca doanh nghip nh sn xut, marketing, R&D, ngun nhn lc, logistics, qun tr tng qut Nng lc ct li l nn tng ca li th cnh tranh ca doanh nghip cho php ct gim chi ph v tng gi tr cho khch hng V d:
Toyota: k nng sn xut t cht lng cao, thit k p v chi ph thp (k nng trong sn xut v logistic) Mc Donalds: k nng qun l hot ng cung cp fast-food (m hnh kinh doanh) P&G: k nng pht trin v marketing cho cc nhn hiu hng tiu dng Startbucks: k nng qun l h thng bn l bn cc sn phm t c ph
t c hiu ng kinh nghim cng ty nn thit lp quy m sn xut ln cho mi c s sn xut ca mnh.
Sc p chi ph v sc p a phng
Sc p chi ph
L p lc buc cng ty phi ct gim chi ph ct gim chi ph cng ty c th:
Sn xut hng lot sn phm tiu chun a im thun li Tm ngun cung cp c gi r t bn ngoi (outsoursing) Chuyn cc hot ng to gi tr n a im thun li
Sc p chi ph ph bin trong cc ngnh sn xut hng ha phc v cc nhu cu ng nht v gi l v kh cnh tranh chnh, nh
Nguyn liu dc phm, st thp, du kh, ng My tnh tay, my tnh c nhn, chp bn dn, mn hnh LCD
Sc p a phng
L p lc p ng cc nhu cu a phng Sc p a phng l do:
S khc nhau v s thch th hiu ca khch hng S khc nhau v c s h tng v thi quen truyn thng S khc bit v h thng phn phi Nhng yu cu ca chnh ph nc ch nh
La chn chin lc
Chin lc ton cu
Mc ch: Tng li nhun bng cch gim chi ph thng qua tnh kinh t theo quy m, hiu ng hc tp v tnh kinh t theo a im c im:
Theo ui chin lc chi ph thp thng qua quy m ton cu Hot ng sn xut, marketing v R&D c tiu chun ha ton cu v tp trung vi a im thun li Khng thch nghi ha sn phm v chin lc Marketing v quy m sn xut nh v vic lp li cc chc nng s lm tng chi ph Thc hin tiu chun ha sn phm trn ton th gii nn ti a ha li nhun trn c s ct gim chi ph t tnh kinh t theo quy m v hiu ng hc tp Li th v mt chi ph c th h tr cho vic nh gi linh hot trn th trng th gii
Chin lc a ni a
Mc ch: Tng li nhun bng cc thch nghi ha sn phm ph hp nht vi s thch v th hiu khc nhau ca th trng a phng c im:
Theo ui chin lc khc bit ha bng cch thch nghi ha sn phm vi nhu cu c th tng gi tr sn phm trn th trng a phng Thit lp hu ht cc hot ng trong chui gi tr ti th trng a phng S lp li cc chc nng v quy m sn xut nh cc th trng a phng lm hn ch kh nng ct gim chi ph ca cng ty S tng gi tr sn phm cho php cng ty c th nh gi cao hn b p chi ph, ng thi lm gia tng nhu cu th trng a phng nn cng c th gip cng ty t tnh kinh t theo quy m ti th trng a phng. Tuy nhin, cc cng ty ny cng ch ct gim chi ph thng qua tnh kinh t theo quy m, hiu ng hc tp v tnh kinh t theo a im
Trng hp p dng: sc p chi ph thp v sc p a phng cao V d: MTV cung cp cc chng trnh truyn hnh khc nhau cho cc th trng khc nhau, cc cng ty sn xut t cung cp xe bn ti ln cho th trng M nhng li cung cp nhng xe t nh tit kim xng cho th trng Chu u v Nht Bn
c im:
Cng ty theo ui ng thi hai chin lc l chi ph thp v khc bit ha. Thit lp cc hot ng trong chui gi tr lin quan n phn cng ti cc a im thun li , phn mm ti cc th trng a phng v thch nghi chin lc marketing vi th trng a phng Tuy nhin, chin lc ny kh thc hin trong thc t v khc bit ha p ng nhu cu a phng th thng lm tng chi ph v kh m t c mc ch chi ph thp. ng thi vic xy dng cu trc t chc v h thng kim sot thc hin chin lc ny l rt kh khn
Chin lc quc t
Mc ch: Tng li nhun bng cch chuyn giao cc k nng v sn phm c gi tr cho th trng nc ngoi ni m i th cnh tranh thiu cc k nng v sn phm ny c im:
Tp trung chc nng pht trin sn phm nh R&D trong nc. Tuy nhin cng c khuynh hng thit lp chc nng sn xut v marketing ti cc quc gia hoc khu vc chnh m cng ty kinh doanh lm tng chi ph Tng hnh dinh thng kim sot cht ch chin lc sn xut v marketing C vi thch nghi nh i vi sn phm v chin lc Marketing ph hp vi th trng a phng tuy nhin rt hn ch
Trng hp p dng: sc p chi ph v sc p a phng thp, khi cng ty khng c i th cnh tranh trc tip IBM, Mc Donalds, KFC, Microsoft, P&G, Kellogg, Toy R Us thc hin chin lc ny
Sn phm
Tiu chun ha sn phm trn ton th gii Dng chin lc marketing ging nhau trn ton th gii
Thch nghi ha sn phm cho th trng quc gia, khu vc Tp trung vo khch hng a phng vi nhng chin lc marketing mang tnh a phng Hu ht cc hot ng trong chui gi tr ti th trng a phng
Thch nghi ha sn phm vi th trng i phng Chin lc Marketing linh hot ph hp vi c im ca th trng a phng Hot ng RD, sn xut phn cng tp trung nhng a im thun li. Nhng phn mm b tr ti a phng
Marketing
a ni a
Nc nh Nc ch nh
Xuyn QG
Nc nh Nc ch nh
Quc t
Nc nh Nc ch nh
La chn chin lc