Bi tho lun qun tr chin lc Tnh hung s 3 I.

Tm tt tnh hung Dell vn ang tip tc gt hi thnh cng Trung Quc bt chp nhng iu kin kinh t m mt s ngi cho rng khng c li.Mt trong nhng iu kin khng thun li ny l hin ti 40% sn lng cng nghip ca Trung Quc thuc v cc d n t nhn, v thc t l Trung Quc cng phi chu s tc ng ca nhiu vn nn ging nh nhng nc lng ging Chu nhng nm 90 ca th k trc. Vy m hnh ca Dell l g v ti sao m hnh ny c th gip cng ty thnh cng trc nhng iu kin khng to cho s thnh cng? Trung Quc kt np vo t chc thng mi th gii( WTO). i li cho vic ra nhp WTO, Trung Quc phi ng ct gim thu quan p vo hng ha nc ngoi t 22,1% xung cn trung bnh l 17%. Cc ro cn thng mi c gim nhiu trong ngnh, k c ngnh vin thng, ngn hng, t,in nh v cc dch v chuyn nghip khc nhng hn thc hin cc iu khon ny hu ht ch khong 5 nm. Trung Quc,mt nn kinh t vi tim nng khng l , l th trng ln th nm ton cu t u th k 21. Cng vi cc i th cnh tranh nh Compaq, IBM v Hewlett-Packard, Dell kt lun rng khng th b qua mt th trng my tnh c nhn ln nh Trung Quc. B qua th trng bn l cho ngi tiu dng, Dell quyt nh bn thng cho cc khch hng t chc. Ngc li cc i th cnh tranh li da ch yu vo cc trung gian phn phi. Trnh c chi ph trung gian, Dell tin rng c th giao thng n vi khch hng gi thp hn, cnh tranh hn. Bng chng l th phn ca Dell ti Trung Quc nm 1999 tng ln gp 3 ln cn Compaq th li gim xung v cng ty tr thnh cng ty bn my tnh c nhn ln th 8 ti Trung Quc ch trong 8 thng.

MI TRNG KINH DOANH DELL TRN TH TRNG TRUNG QUC

Trc s ngc nhin ca cc i th cnh tranh v cc nh phn tch trong ngnh, Dell hc nhanh chng cch bn hng cho cc doanh nghip nh nc ca Trung Quc. Mt phn ca s thnh cng ny l Dell c c s h tr t cc quan chc ph trch thng tin ch cht ca cc cng ty nh nc ny. Hn na , cc nhn vin bn hng ca Dell nhn ra rng cc gim c v thng tin trong cc SOE c kin thc k thut cao hn nhiu so vi tng tng ban u, do h khng cn s h tr v mt dch v k thut cao siu v tn km m cc i th cnh tranh ca Dell cung cp II. Tr li cu hi 1. Cu hi 1: cc nhn t mi trng bn ngoi ch yu tc ng n chin lc kinh doanh ca dell ti th trng Trung Quc

Mi trng v m +Kinh t:
- Hin ti 40% sn lng cng nghip ca Trung Quc thuc v cc d

n t nhn v trung quc cng phi chu s tc ng ca nhiu vn nn ging nh nhng nc lng ging Chu vo nhng nm 90s ca th k trc l cuc khng hong ti chnh ton chu m mt trong nhng nguyn nhn ch yu l do cc nc ph thuc qu nhiu vo ngun vn t nhn. Trung Quc tham gia t chc WTO ,ct gim thu quan p vo hng ha nc ngoi t 22,1 % xung cn 17% . Cc ro cn thng mi c gim nhiu trong ngnh. y l 1 tn hiu tch cc.Tuy nhin,hu ht cc iu khon m Trung Quc ng gia nhp WTO u c hn thc hin m hu ht l khong 5 nm. Mt nh phn tch cng nhn xt rng lm kinh doanh Trung Quc l mt thch thc i vi cc cng ty trn th gii, v l do mi trng v th trng ca trung quc rt ring c.

- Trung quc l nn kinh t vi tim nng khng l,l th trng my

tnh ln t5 ton cu sau hoa k,nht,c ,anh t u th k 21. + Chnh tr, php lut:chnh ph can thip su vo nn kinh t + Vn ho, x hi: Tp qun kinh doanh:yu cu nhiu s can thip ca c nhn v tin bc th khng quan trng.

Mi trng ngnh:
- Khch hng: mi cng dn trung quc phi tit kim gn 2 nm

mua 1 chic my tnh c nhn

- i th: nh Compaq, IBM, Hewlett-parkart ch yu thng qua cc

trung gian phn phi, Dell th tin rng c th giao hng thng n cho khch hng vi gi thp v cnh tranh.
- T chc: c s h tr t cc qua chc ph trch v thng tin ch cht

ca cc c quan nh nc ny. Cng ty c nh my sn xut nhiu quc gia, trong c Trung Quc
- Nhm quan tm c bit: Dell pht hin ra cc gim c v thng tin

trong cc SOEs c kin thc k thut cao hn nhiu so vi tng tng ban u. Do kh nng ngy cng cao ca h trong vic gii quyt cc vn k thut, cc gim c ny cng nh nhn vin ca h ch trng vo tnh nng v tc ,s tin li ca dch v i km sn phm Dell m khng cn h tr dch v k thut cao siu tn km m i th ca Dell cung cp. Cc c hi v thch thc vi Dell C hi
-

Trung Quc tham gia t chc WTO ,ct gim thu quan p vo hng ha nc ngoi t 22,1 % xung cn 17% . Cc ro cn thng mi c gim nhiu trong ngnh. T , cc sn phm s c ct gim mt phn chi ph, gi thnh thp.

Trung quc l nn kinh t vi tim nng khng l,l th trng my tnh ln t5 ton cu sau Hoa K, Nht, c, Anh t u th k 21. Tip cn khch hng trc tip, v th Dell c th tit kim chi ph v a ra gi c cnh tranh nht C s h tr t cc qua chc ph trch v thng tin ch cht ca cc c quan nh nc ny. Dell s nm bt c r hn, chnh xc hn nhu cu v mong mun ca khch hng, t a ra c nhng chnh sch, chin lc chnh xc hiu qu hn.

Cng ty c nh my sn xut nhiu quc gia, trong c Trung Quc Cc gim c v thng tin trong cc SOEs c kin thc k thut cao 40% sn lng cng nghip ca Trung Quc thuc v cc d n t nhn v trung quc cng phi chu s tc ng ca nhiu vn nn ging nh nhng nc lng ging Chu vo nhng nm 90s ca th k trc

Thch thc
-

cc iu khon m Trung Quc ng gia nhp WTO u c hn thc hin m hu ht l khong 5 nm chnh ph can thip su vo nn kinh t Tp qun kinh doanh: yu cu nhiu s can thip ca c nhn v tin bc th khng quan trng.

Kt lun: Trung Quc l th trng tim nng, bo b nhng n cng khng t kh khn m Dell phi i mt. Chnh v th, dell cn a ra nhng chnh sch v chin lc ph hp i ph vi th trng ny. Cu 2: Nhng ng thi chin lc ca Dell i ph vi tc dng ca mi trng kinh doanh Trung Quc

Trc nhng tc ng ca mi trng kinh doanh Trung Quc, Dell c nhng ng thi chin lc nh sau: Chin lc xm nhp th trng: Dell thay i th trng mc tiu ca mnh. Li dng u th vn c ca mnh l bn nhng sn phm khch hng cn. M hnh kinh doanh trc tip ca cng ty li c vn dng trit i vi th trng tim nng mi l Trung Quc, theo Dell c th bn my tnh c nhn trc tip cho ngi tiu dng. M hnh ny cho php Dell gim c chi ph do gim c s cc nh bn bun v bn l trung gian t gim c gi sn phm mang li li ch v kinh t cho ngi tiu dng. Nu cc cng ty khc phi duy tr lng hng tn kho mc cao cung cp cho nhng ngi bn li v cc knh bn l th vi Dell (do h ch sn xut nhng g khch hng mun khi h mun c), h khng c nhiu hng tn kho chim mt khng gian v ngn nhiu tin vn. Bi v h khng phi mt khon chi tr thm cho ngi bn li hay chi ph cho s hng tn kho nn c th lm li cho khch hng mt cch ng k v m rng th trng rt nhanh. Vi th trng Trung Quc, kh khn v chnh tr x hi cng gy nhiu p lc cho m hnh kinh doanh ny ca Dell. Vi tm l ca ngi tiu dung Trung Quc l phi c cm nhn v chm vo sn phm ca h v tr bng tin mt th m hnh ca Dell li khng my pht huy hiu qu khi c bn l do , Dell nhm mc tiu vo khch hng l cc cng ty, doanh nghip, t chc. B qua th trng bn l cho ngi tiu dng (mi cng dn phi tit kim gn 2 nm mua mt my tnh c nhn Trung Quc), Dell quyt nh bn thng cho cc khch hng t chc. Ngc li, cc i th cnh tranh li da ch yu vo cc trung gian phn phi. Trnh c cc chi ph trung gian, Dell tin rng, cng ty c th giao hng thng n cho khch hng vi gia thp hn, cnh tranh hn. Bng chng l th phn Trung Quc ca Dell nm 1999 tng ln gp 3 ln cn Compaq th li gim xung, v cng ty tr thnh cng ty bn

my tnh c nhn ln th 8 Trung Quc ch trong 8 thng thc s l minh chng cho m hnh ny. Chin lc dn o v chi ph: Do Dell c nh my sn xut ti Trung Quc, v vy, Dell s gim c mt phn chi ph nh ct gim c qu trnh vn chuyn v cc khon thu phi gnh chu. Mt khc, Dell c mt h thng phn phi t c hiu qu v cng ln. H khng chy theo cch thc phn phi truyn thng nh cc i th cnh tranh. Cc i th s phn phi sn phm cho cc i l phn phi, cc nh bn bun, h bn li cho khch hng cui cng. Song, Dell li la chn mt cch khc. Dell chn cch bn sn phm trc tip cho ngi tiu dng. Bn cnh ct gim chi ph, Dell cn c th tip cn trc tip vi ngi tiu dng, hiu c nhng nhu cu chnh xc hn. Chin lc thm nhp th trng: Dell c nhng thay i trong hot ng Marketing, chnh l chnh sch phn phi. Phng php bn hng trc tip ca Dell cc k ph hp vi cc phng tin truyn thng nh Internet. Dell bt u bn cc sn phm my tnh c nhn thng qua internet ngay t nm 1996. Thay v t hng thng qua in thoi, khch hng c th t hng thng qua Dell's Web site. Nh vy Dell va gim c chi ph phn phi, ngi bn hng trung gian m cn thu ht c nhiu khch hng. Mt khc, khi tip cn trc tip vi khch hng l ngi tiu dng cui cng, h d dng nm bt c nhng thay i trong nhu cu, th hiu, t , Dell s a ra c nhng tnh nng, dch v i km tho mn ngi tiu dng, v hn th na, Dell s gim c s lng hng tn kho khi khch hng thay i th hiu. V s tht l cc giao dch qua mng Internet ca Dell vn tip tc tng ln. Thng mi in t c Dell y mnh thu ht khch hng v cng c thng hiu. Cng ty duy tr cc trang web thit k c bit theo tng quc gia gn 50 nc. Qu 4 nm 1999, doanh thu bn hng

qua Internet vt 14 triu USD mi ngy. Tin tng rng internet l mt ng lc mi cho hot ng ca cng ty, nh sng lp Micheal Dell mun cho ti cui nm 2000, cng ty phi t c t nht l 50% tng doanh thu t bn hng qua internet. T BusinessWeek Online, ngy 14 thng nm 2001 vit: "Michael Dell l ngi lm thng mi in t ngay t khi thng mi in t va mi hnh thnh. Trong thi gian thng mi in t pht trin n nh cao, ng dng internet giao tip vi khch hng v bn c USD 50 triu my tnh mi ngy." Nh vy uy tn bn hng thng qua thng mi in t ca Dell ng u th gii, to tin cho vic m rng th trng sang cc nc nh Trung Quc. Thm vo , Dell hc c nhanh chng cch bn hng cho cc doanh nghip nh nc Trung quc (SOEs). Mt phn ca thnh cng ny l Dell c c s h tr t cc quan chc ph trch v thng tin ch cht ca cc cng ty nh nc ny Dell pht hin ra rng cc quan chc ny rt ch trng cc tnh nng v tc v s tin li cc dch v i km vi sn phm ca Dell. Hn na, cc nhn vin bn hng ca Dell nhn ra rng cc gim c v thng tin trong cc SOEs c kin thc k thut cao hn nhiu so vi tng tng ban u. Do kh nng ngy cng cao ca h trong vic gii quyt cc vn k thut, cc gim c ny cng vi nhn vin ca h khng cn s h tr v cc dch v cao siu (v tn km) m cc i th cnh tranh ca Dell cung cp. Ni theo cch khc ca Xiao Jian Yi, ph tng gim c ca China Pacific Insurance (mt cng ty bo him pht trin nhanh ca nh nc), chng ti c th vn cn mt s dch v t vn, nhng ti vn phng i din ca chng ti, chng ti bit cch chn thit b cho mnh. Ni v li th ca Dell, Yi ch ra rng Dell cung cp chnh xc sn phm chng ti mun.

CNG HO X HI CH NGHA VIT NAM c lp T do Hnh phc BIN BN HP NHM Nhm 3 Mn: Qun tr chin lc Lp: 1221SMGM0111 Thi gian: 27/09/2012 a im: sn th vin Cc thnh vin tham d: Trn c Duy Nguyn Th Giang t3 Nguyn Th Giang t4 Nguyn Th Thi Hi V Ngn H inh Thy H Cao Th Hu Trn Th Hnh V Th Hin Ni dung hp: phn chia cng vic cho cc thnh vin trong nhm

Nhm trng

Bn nh gi thnh vin nhm

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