Professional Documents
Culture Documents
MC LC.............................................................................................................................................1
Chng 1. NHNG VN C BN V CHIN LC V QUN TR CHIN LC........1
1. CHIN LC...............................................................................................................................1
1.1. Nhng quan im v chin lc ..........................................................................................1
1.2. nh ngha chin lc............................................................................................................2
1.3. Mc ch v vai tr ca chin lc........................................................................................2
1.4. Mt s khi nim lin quan n chin lc..........................................................................2
2. CC CP CHIN LC V CC LOI CHIN LC.......................................................4
2.1. Cc cp chin lc.................................................................................................................4
2.2. Cc loi chin lc.................................................................................................................5
3. QUN TR CHIN LC........................................................................................................11
3.1. Cc khi nim qun tr chin lc ......................................................................................11
3.2. Li ch v hn ch ca qun tr chin lc .........................................................................12
3.4. M hnh tng qut qun tr chin lc ...............................................................................15
Chng 2. XC NH NHIM V (S MNH) V MC TIU ................................................20
CHIN LC.....................................................................................................................................20
1. TM NHN (VIN CNH ) V S MNH............................................................................20
1.1. Tm nhn chin lc Vision (Vin cnh).........................................................................20
1.2. S mnh (Mision)................................................................................................................22
2. XC NH MC TIU CHIN LC...................................................................................23
2.1. Khi nim v yu cu ca mc tiu.....................................................................................23
2.2. Cc thnh phn nh hng n mc tiu chin lc ........................................................24
Chng 3. PHN TCH MI TRNG BN NGOI...................................................................27
1.1. Mi trng bn ngoi...........................................................................................................27
1.2. Cc khi nim c lin quan..................................................................................................27
2. NGHA V MC CH CA VIC NGHIN CU MI TRNG BN NGOI.......28
2.1. ngha ca vic nghin cu mi trng bn ngoi...........................................................28
2.2. Mc ch ca vic nghin cu mi trng bn ngoi.........................................................28
3. NI DUNG NGHIN CU MI TRNG BN NGOI.....................................................29
3.1. Nghin cu mi trng v m..............................................................................................29
3.2. Nghin cu mi trng vi m..............................................................................................35
4. CC CNG C V PHNG PHP NGHIN CU MI TRNG BN NGOI. .42
4.1. Thu thp v x l thng tin..................................................................................................42
4.2. D bo mi trng kinh doanh............................................................................................44
4.3. Ma trn nh gi cc yu t bn ngoi ( EFE Matrix External Factor Evaluation Matrix)
.....................................................................................................................................................46
4.4. Ma trn hnh nh cnh tranh................................................................................................47
1. MI TRNG BN TRONG V NHNG VN C LIN QUAN..............................51
1.1. Mi trng bn trong...........................................................................................................51
1.2. Nhng vn c lin quan..................................................................................................52
2. NGHA V MC CH CA VIC NGHIN CU MI TRNG BN TRONG......53
3. NI DUNG NGHIN CU MI TRNG BN TRONG....................................................53
3.1. Nghin cu mi trng bn trong theo quan im ca Fred R. David...............................53
3.3. Nghin cu mi trng bn trong theo quan im ca mt s tc gi khc......................61
Theo Alex Miller and Gregory G.Dess (1996) v mt s tc gi khc, c th nh gi mt cch
y v chnh xc hn v mi trng bn trong ca mt doanh nghip cn xem xt thm nm
yu t khc na: phn tch ti chnh, vn ha, lnh o, tnh hp php v danh ting ca doanh
nghip...................................................................................................................................................62
Phn tch ti chnh...............................................................................................................................62
im khi u ca nh gi v tr ti chnh ca mt doanh nghip l tnh ton v phn tch nm
tiu thc c bn ca h thng ti chnh: Lun chuyn, n by, hot ng, li nhun danh li v
tng trng...........................................................................................................................................62
Cc ch s lun chuyn: a ra nhng o lng v nng lc ca doanh nghip trong vic p ng
nhng ngha v ti chnh ngn hn ca n, bao gm 2 ch s c bn:...............................................62
- Kh nng thanh ton hin thi;........................................................................................................62
- Kh nng thanh ton nhanh..............................................................................................................62
Cc ch s n by: (cc ch s cn cn n) a ra biu th v ri ro ti chnh ca doanh nghip,
cho thy phm vi c ti tr bng cc khon n ca doanh nghip, bao gm:...............................62
- Ch s n trn ton b ti sn;.........................................................................................................62
- Ch s n trn vn c phn thng;................................................................................................62
- Ch s n di hn trn vn c phn thng;....................................................................................62
- Ch s v kh nng thanh ton li vay.............................................................................................62
Cc ch s hot ng: Phn nh hiu qu s dng cc ngun lc ca doanh nghip, bao gm:.......62
- Ch s v s vng quay tn kho;......................................................................................................62
- Ch s v vng quay ton b vn;...................................................................................................62
- Ch s v vng quay vn c nh;...................................................................................................62
- K thu tin bnh qun.......................................................................................................................62
Cc ch s li nhun, doanh li: a ra nhng thng tin biu th hiu qu chung v qun l, cho
thy li nhun do kinh doanh bn hng v do u t, bao gm:........................................................62
- Li nhun bin t gp;.....................................................................................................................62
- Li nhun bin t hot ng;...........................................................................................................62
- Doanh li ca ton b vn (ROA);..................................................................................................62
- Doanh li ca c phn thng (ROE);............................................................................................62
- Li nhun cho mt c phn.............................................................................................................62
Cc ch s tng trng: Cho thy kh nng duy tr v tr kinh t ca doanh nghip trong mc tng
trng ca nn kinh t v ca ngnh. Bao gm:................................................................................62
- T l tng trng v doanh thu;.......................................................................................................62
- T l tng trng v li nhun;........................................................................................................62
- T l tng trng v li nhun c phn hng nm;.........................................................................62
- T l tng trng tin li c phn;...................................................................................................62
- Ch s gi trn li nhun c phn....................................................................................................62
Vic phn tch chi tit cc ch s c th sng t nhiu vn quan trng, nh cu trc chi ph qun
l c nh, nng lc tng vn, s ph hp ca vn lu ng v d tr, hiu sut ca vic s
dng ti sn..........................................................................................................................................62
Vn ha t chc v lnh o...............................................................................................................63
Vn ha t chc c th c xem nh l mt phc hp ca nhng gi tr, nhng nim tin, nhng
gi nh v nhng biu tng m nhng iu ny xc nh cch thc trong doanh nghip tin
hnh cc hot ng kinh doanh. Vn ha t chc c th to ra nhng thun li hoc cn tr vic
thc hin mt chin lc c chn...................................................................................................63
Cht lng ca lnh o nhng hot ng ca cc nh qun tr cp cao c nh hng cc k
quan trng n vic hnh thnh v pht trin ca vn ha t chc v n ton b ng hng
chin lc ca doanh nghip...............................................................................................................63
Mc d phong cch lnh o v vn ha t chc c nhng nh hng quan trng ti vic thc hin
nhim v ca doanh nghip, song cng ging nh danh ting, yu t ny rt kh lng ha. Cc
loi hnh doanh nghip v ngnh khc nhau, nhng thi i khc nhau s i hi phong cch lnh
o v vn ha t chc khc nhau......................................................................................................63
Tnh tun th lut php v danh ting.................................................................................................63
Chin lc th trng sn phm ca mt doanh nghip l nhng hot ng ct li hng ti mc
tiu to v th ca doanh nghip trong ngnh nhm t ti li th kinh t bn vng. Nhng chin
lc chnh tr nhm tng cng tnh hp php v danh ting ca doanh nghip c hng ti to
ra tnh hp php v quan im cng ng c li. ..............................................................................63
Vic qung co ca doanh nghip thng phn nh nhng tiu chun o c ca n. Cc qung
co c chng minh l sai hoc la di c th gy nhng hu qu nghim trong n tnh hp php
v danh ting ca doanh nghip..........................................................................................................63
Nhng doanh nghip tun th lut php v c danh ting x hi tt, do cung cp cc dch v quan
trng, cht lng cao phc v cho cng ng hoc ng gp ln cho s nghip an ninh quc phng
ton dn s c hng u i t nhng chnh sch ca chnh ph.................................................63
4. PHNG PHP V CNG C NGHIN CU MI TRNG BN TRONG...........63
Tng t nh nghin cu mi trng bn ngoi, qu trnh nghin cu mi trng bn trong cng
c thc hin qua cc bc:.............................................................................................................63
- Thu thp v x l thng tin;.............................................................................................................63
- D bo mi trng kinh doanh;.......................................................................................................63
- Lp bng tng hp thng tin v mi trng bn trong;..................................................................63
- Phn tch cc yu t ca mi trng bn trong, xc nh cc im mnh v im yu;...............63
- Lp ma trn nh gi cc yu t bn trong......................................................................................63
im khc bit trong phn tch mi trng bn trong l phi tin hnh cc kiu so snh xc nh
chnh xc nhng im mnh v im yu..........................................................................................63
4.1. Thc hin nhng so snh xc nh im mnh, im yu.............................................63
nghin cu mi trng bn trong ca mt doanh nghip cn phn tch, m x ton b hot ng
ch yu v h tr trong chui gi tr ca doanh nghip y, bn cnh cn phn tch, nh gi cc
chc nng, b phn, lnh vc hot ng quan trng khc ca doanh nghip. Tuy nhin, nu ch da
trn nhng s liu ca doanh nghip, th nhng nh gi rt d b mang tnh ch quan sai lch.
khc phc khim khuyt , cc nh qun tr thng s dng phng php so snh vi 3 cch tip
cn sau:................................................................................................................................................63
1. So snh hot ng ca doanh nghip nhng thi k khc nhau (so snh theo thi gian).........63
2. So snh cc hot ng ca doanh nghip vi nhng chun mc ca ngnh v vi cc i th
cnh tranh ch yu...............................................................................................................................63
3. nh gi trnh ca doanh nghip trn c s nhng nhn t thnh cng ct li ca ngnh hoc
cc ngnh trong doanh nghip hot ng......................................................................................64
Bn cnh , cc nh qun tr c th s dng nhng kinh nghim c c t s hiu bit mang tnh
trc gic v ngnh, nhng ngh ca cc c vn, nhng nhn thc v hin ti v nhng mc
thc hin c i hi.........................................................................................................................64
So snh theo thi gian.........................................................................................................................64
Xem xt vic thc hin nhim v ca doanh nghip trong bi cnh lch s (theo thi gian) ph hp,
ngha l tm hiu xem vic thc hin nhim v ca doanh nghip c hon thin (tng ln) hay
suy gim so vi nhng nm qua. ...................................................................................................64
Khi s dng cc kt qu so snh theo thi gian cc nh qun tr cn lu : 1/ Vic so snh s liu
nm ny vi nm khc c th a ra nhng kt lun khng chnh xc, nu thi im ly s liu so
snh nhng thi k khc nhau ca chu k tng trng kinh t (thi k pht trin v thi k suy
thoi). 2/ So snh theo thi gian cng c th dn n nhng kt lun khng ng mt khi chin
lc tng qut ca doanh nghip thay i. 3/ So snh theo thi gian c th hin bng t l phn
trm, m khng quan tm n s liu tuyt i v khng xem xt tng quan trong ngnh cng c
th dn n nhng sai lm khi khng tnh n s pht trin ca ngnh v sn phm.......................64
So snh cc chun mc ca ngnh vi cc i th cnh tranh ch yu.............................................64
Nhng hn ch ca phng php so snh theo thi gian c th c khc phc bng phng php
so snh kt qu ca doanh nghip vi nhng chun mc ca ngnh v nhng i th cnh tranh
ch yu ca n. Ba u im ca phng php ny:...........................................................................64
1. Gip doanh nghip thy r c nhng chin lc hoc hot ng ca mnh c ph hp hay
khng (gip tng hay lm suy gim thnh tch)..................................................................................64
2. Gip nhn din hoc d on c nhng thay i trong chin lc ca cc i th cnh tranh.
..............................................................................................................................................................64
3. C kh nng nh gi v th cnh tranh ca doanh nghip trong ngnh.......................................64
Nhn dng cc nhn t thnh cng ct li v cc i th cnh tranh ch yu..................................64
Cc nhn t thnh cng ct li (Critical Success Factors) l nhng nhn t quan trng, quyt nh
s thnh cng ca doanh nghip trong cuc cnh tranh. Ngc li, nu nhng nhn t ny khng
c thc hin tt, nng lc ca doanh nghip s b suy gim. Chnh v th, cc nh qun tr ht
sc quan tm n cc nhn t ny, phi theo di, kim tra lin tc...................................................64
Trong nhng ngnh khc nhau s c nhng nhn t thnh cng ct li khc nhau. ........................64
Vic nhn dng cc nhn t thnh cng ct li ca ngnh ng vai tr ch yu trong vic xc nh
v th cnh tranh ca doanh nghip. Tuy nhin, vic phn tch i th cnh tranh s tr nn hu ch
hn nu n bao gm vic nhn dng cc nh cnh tranh ch yu v so snh vi cc i th cnh
tranh ny v cc nhn t thnh cng ct li........................................................................................64
4.2. Ma trn nh gi cc yu t bn trong (IFE Matrix Internal Factor Evaluation Matrix) 64
Ma trn IFE tng hp, tm tt v nh gi nhng im mnh v im yu c bn ca doanh
nghip. Ma trn cho thy, nhng im mnh m doanh nghip cn pht huy v nhng im yu
doanh nghip cn phi ci thin, nng cao thnh tch v v th cnh tranh ca mnh..................64
Ma trn IFE l mt cng c quan trong hoch nh chin lc cho doanh nghip v hnh
thnh n cng cn qua 5 bc:............................................................................................................64
Bc 1: Lp mt danh mc t 10 20 yu t, gm nhng im mnh v im yu c bn c nh
hng ln n s pht trin ca doanh nghip...................................................................................64
Bc 2: Phn loi tm quan trng t 0,0 (khng quan trng) n 1,0 (rt quan trng) cho tng yu
t. Tm quan trng ca tng yu t ty thuc vo mc nh hng ca yu t n s thnh
bi ca doanh nghip trong ngnh kinh doanh ca n. Bt k l im mnh hay im yu, yu t
c xem xt c mc nh hng ln nht n hot ng ca doanh nghip s c phn loi
tm quan trng mc cao nht. Tng s cc mc phn loi c n nh cho tt c cc yu t phi
bng 1,0................................................................................................................................................65
Bc 3: Xc nh h s phn loi t 1 n 4 cho tng yu t, h s ca mi yu t ty thuc vo
mc mnh yu ca doanh nghip, trong : 4 - rt mnh; 3 - kh mnh; 2 - kh yu; 1 - rt yu.
Cc h s ny c xc nh bng phng php chuyn gia, da trn kt qu nh gi ni dung
mi trng bn trong ca doanh nghip.............................................................................................65
Bc 4: Nhn tm quan trng ca tng yu t vi cc h s ca n xc nh s im v tm
quan trng............................................................................................................................................65
Bc 5: Cng tng s im v tm quan trng ca tt c cc yu t xc nh tng s im quan
trng ca doanh nghip.......................................................................................................................65
Tng s im cao nht m mt doanh nghip t c ch c th l 4,0 v thp nht l 1,0. Tng s
im quan trng trung bnh l 2,5. Tng s im quan trng l 4 cho thy doanh nghip rt mnh
Cc yu t bn trong............................................................................................................................73
Qun tr................................................................................................................................................73
Marketing.............................................................................................................................................73
Ti chnh/ K ton...............................................................................................................................73
Sn xut/ thc hin..............................................................................................................................73
Nghin cu v pht trin.....................................................................................................................73
Cc h thng thng tin.........................................................................................................................73
Cc yu t bn ngoi...........................................................................................................................73
Kinh t..................................................................................................................................................73
Chnh tr/ lut php/ chnh ph............................................................................................................73
X hi/ vn ha/ dn s.......................................................................................................................73
K thut...............................................................................................................................................73
Cnh tranh............................................................................................................................................73
Hnh 5.3. Ma trn QSPM.....................................................................................................................74
Cc yu t bn trong: 1 = rt yu, 2 = yu, 3 = mnh, 4 = rt mnh..................................................74
Cc yu t bn ngoi: 1 = phn ng ca doanh nghip rt yu km;.................................................74
2 = phn ng ca doanh nghip mc trung bnh;.........................................................................74
3 = phn ng ca doanh nghip trn mc trung bnh;........................................................................74
4 = phn ng ca doanh nghip rt tt............................................................................................74
Ma trn QSPM xc nh tnh hp dn ca cc chin lc khc nhau bng cch tn dng hay ci
thin cc yu t ch yu ca mi trng bn ngoi v bn trong ca doanh nghip. S lng chin
lc c so snh trong mt ma trn QSPM l khng hn ch v c th s dng nhiu ma trn
so snh nhiu nhm chin lc. Nhng cn lu : ch c nhng chin lc trong cng mt nhm
mi c th so snh vi nhau trong cng mt ma trn QSPM.............................................................74
6 bc xy dng ma trn QSPM:..................................................................................................74
Bc 1. Lit k cc c hi/ mi e da ln bn ngoi v cc im yu/ mnh quan trng bn trong
ct bn tri ca ma trn QSPM. Cc thng tin ny nn ly trc tip t ma trn EFE v IFE. Ma
trn QSPM nn bao gm 10 yu t thnh cng quan trng bn ngoi v 10 yu t thnh cng quan
trng bn trong.....................................................................................................................................74
Bc 2. Phn loi cho mi yu t thnh cng quan trng bn ngoi v bn trong..........................74
Bc 3. Nghin cu cc ma trn giai on 2 (kt hp) v xc nh cc chin lc c th thay th
m t chc nn xem xt thc hin. Tp hp cc chin lc c th thnh cc nhm ring bit, c
th c nhiu nhm khc nhau trong mt doanh nghip......................................................................74
Bc 4. Xc nh s im hp dn (AS Attractiveness Score), l gi tr bng s biu th tnh
hp dn tng i ca mi chin lc trong nhm cc chin lc c th thay th no ..............74
S im hp dn c xc nh bng cch xem xt mi yu t thnh cng quan trng bn trong v
bn ngoi, tng yu t mt v t cu hi yu t ny nh hng nh th no n s la chn cc
chin lc c nh gi?. Nu cu tr li l c th cc chin lc nn c so snh c
lin quan n yu t quan trng ny. Xt v mt yu t ring bit, s im hp dn c phn cho
mi chin lc biu th tnh hp dn tng i ca mi chin lc so vi cc chin lc khc.
..............................................................................................................................................................74
S im hp dn c phn t 1 = khng hp dn, 2 = t hp dn, 3 = kh hp dn, 4 = rt hp dn.
..............................................................................................................................................................74
Nu cu tr li cho cu hi trn l khng, ngha l yu t thnh cng quan trng ny khng c
s nh hng i vi s la chn, th khng chm im hp dn cho cc nhm chin lc ny....74
Bc 5. Tnh tng s im hp dn (TAS Total Attractiveness Score). Tng s im hp dn l
kt qu ca vic nhn s im phn loi (bc 2) vi s im hp dn (bc 4) trong mi hng, ch
Trong ma trn BCG, trc ngang th hin th phn tng i, trc dc th hin tc tng trng
ngnh. Mi SBU c biu th bi mt hnh trn, vi tm l v tr ca SBU c xc nh bi th
phn tng i v tc tng trng ngnh......................................................................................77
Trc ngang v trc dc s chia mt phng thnh 4 , vi 4 loi SBU khc nhau: SBU ngi sao
Stars, SBU du hi Question marks, SBU con ch Dogs v SBU b tin (b sa) Cash Cows.
..............................................................................................................................................................77
3.3. Ma trn GE (General Electric).............................................................................................78
3.4. Ma trn cc yu t bn trong, bn ngoi (ma trn IE Internal External Matrix)..........80
3.5. Ma trn chin lc chnh (GSM - Grand Strategy Matrix).................................................81
Chng 6. CHIN LC CP KINH DOANH V CP CHC NNG......................................84
Mc tiu:..............................................................................................................................................84
- Gii thch c cc yu t nn tng ca chin lc cp kinh doanh..............................................84
- Phn tch v la chn cc chin lc cnh tranh tng qut v chin lc cp chc nng cho
doanh nghip........................................................................................................................................84
1. CC YU T NN TNG CA CHIN LC CP KINH DOANH................................84
1.1. Nhu cu khch hng v s khc bit ha sn phm............................................................84
Nhu cu khch hng l nhng mong mun, s cn thit hay khao kht m c th s c tho mn
bng cc c tnh ca sn phm hay dch v......................................................................................84
S khc bit ha sn phm l qu trnh to li th cnh tranh bng cch thit k sn phm hng
ho hay dch v vi nhng c tnh ring tho mn nhu cu khch hng....................................84
Tt c cc cng ty phi to s khc bit cho cc sn phm ca h sao cho c th hp dn c
khch hng v t nht l tho mn nhu cu.........................................................................................84
Trong thc t c nhng cng ty cung cp cho khch hng nhng sn phm thng dng vi gi thp
hn i th cnh tranh. V d: xe t KIA hoc Hyundai. Cng ty khc li to ra sn phm vi
nhng c tnh ring, c o m khng i th cnh tranh no c c nhm tha mn nhu cu
khch hng. V d: xe t Rolls Royce. Hoc c th khc bit ha bng kh nng tho mn nhu
cu ca khch hng v a v hay a dng ha kiu dng, chng loi sn phm..............................84
1.2. Nhm khch hng v s phn khc th trng....................................................................84
1.3. Nng lc phn bit...............................................................................................................84
Nng lc phn bit l cch thc cng ty s dng tha mn nhu cu khch hng nhm t c
li th cnh tranh. Mt s cng ty tp trung xy dng quy m, hiu ng ng cong kinh nghim
sn xu sn phm vi chi ph thp, cc cng ty khc li tp trung vo R&D, cng ngh tha
mn nhu cu khch hng v sn phm c o, c thit k v cht lng vt tri. Mt s cng ty
khc li tp trung vo bn hng, dch v hu mi..........................................................................84
Nn tng ca chin lc cnh tranh c hnh thnh t s kt hp cc quyt nh v sn phm, th
trng v nng lc phn bit ca cng ty, nhm t c li th cnh tranh so vi cc i th.....85
2. CHN LA CHIN LC CNH TRANH TNG QUT..................................................85
Ngun ca li th cnh tranh..............................................................................................................85
Phm vi cnh tranh..............................................................................................................................85
Chi ph thp nht.................................................................................................................................85
Khc bit ha.......................................................................................................................................85
Rng.....................................................................................................................................................85
Chi ph thp nht.................................................................................................................................85
Khc bit ha sn phm.......................................................................................................................85
Hp.......................................................................................................................................................85
Tp trung da vo chi ph thp nht....................................................................................................85
Tp trung da vo khc bit ha sn phm.........................................................................................85
trn trung bnh. Gi vt tri ny thng cao hn mc gi m cng ty theo ui chin lc chi
ph thp nht i hi, v khch hng sn lng tr cho iu bi h tin rng sn phm c cht
lng cao.............................................................................................................................................86
Cng ty la chn chin lc khc bit ha sn phm c mc khc bit ha sn phm cai, phn
khc th trng cao, th mnh c trng tp trung khu: R&D, marketing v bn hng...............86
Nhng li th khi theo ui chin lc khc bit ha sn phm:......................................................86
- S khc bit gip cng ty i ph c nm lc lng cnh tranh trong ngnh v thu c li
nhun trn mc trung bnh..................................................................................................................86
- Ti sn qu gi nht m chin lc khc bit ha to ra l s trung thnh vi nhn hiu ca khch
hng......................................................................................................................................................86
- Vi chin lc khc bit ha, cng ty c th chng c vi vic tng gi u vo................86
- S khc bit v trung thnh nhn hiu cng to nn mt ro cn vi cc cng ty khc mun thm
nhp ngnh...........................................................................................................................................86
- Vi sn phm thay th, khi khch hng trung thnh vi sn phm th sn phm thay th kh c
ch ng trong lng khch hng.........................................................................................................86
Nhng bt li khi theo ui chin lc khc bit ha:......................................................................86
- Vic xy dng v pht trin nng lc phn bit nhm to ra sn phm/ dc v khc bit thng
i hi chi ph rt ln, lm cho gi sn phm cao, thm ch rt cao..................................................86
- Vn chnh vi mt chin lc to khc bit l phi tp trung vo kh nng di hn ca cng ty
duy tr tnh c o c th nhn thy c trong mt ca khch hng.........................................86
- Cht lng sn phm ngy cng c ci thin v khch hng c y thng tin v sn phm,
khch hng cng tinh t, snh si hn th s trung thnh vi nhn hiu rt d nh mt.................86
- V theo ui s khc bit nn cng ty c th a vo nhng chi tit, ph kin hay c tnh rt tn
km nhng khch hng khng cn hoc khng xem trng................................................................87
- S thay i trong nhu cu v th hiu ca khch hng.....................................................................87
2.3. Chin lc tp trung.............................................................................................................87
Bn cht ca chin lc tp trung l phc v nhu cu ca mt nhm hay phn khc th trng no
c xc nh thng qua cc yu t a l, i tng khch hng hoc tnh cht sn phm.......87
Cng ty s dng chin lc tp trung c th tp trung vo chi ph thp hoc khc bit ha ch trong
phn khc th trng chn, nhm t c li th cnh tranh......................................................87
Cng ty s dng chin lc tp trung c mc khc bit ha sn phm thp nu l tp trung da
vo chi ph thp nht, nu l tp trung da vo khc bit ha th mc khc bit ha sn phm s
cao, phn khc th trng thp ch c mt hoc vi phn khc. Ty thuc vo vic cng ty tp
trung theo phng thc no m th mnh c trng s tp trung nhng khu khc nhau.............87
Nhng li th khi theo ui chin lc tp trung:.............................................................................87
- Li th cnh tranh ca cc cng ty theo ui chin lc tp trung bt ngun t chnh nng lc
cnh tranh ca h - kh nng cung cp sn phm/ dch v c o m i th cnh tranh khng lm
c.....................................................................................................................................................87
- S trung thnh vi nhn hiu ca khch hng lm gim mi e da t sn phm thay th v l ro
cn vi i th cnh tranh tim tng...................................................................................................87
- Cng ty c kh nng to ra sn phm vi mc khc bit cao, p ng nhu cu khch hng....87
- V tp trung mt nhm nh sn phm nn cng ty p ng s thay i th hiu ca khch hng tt
hn, thc hin ci tin, pht minh nhanh hn so vi cng ty thc hin chin lc khc bit ha trn
din rng..............................................................................................................................................87
Nhng bt li ca cng ty khi theo ui chin lc tp trung:.........................................................87
- Cng ty vo th bt li vi nh cung cp v lng mua nh.......................................................87
Chin lc nghin cu v pht trin hng n hon thin v pht trin hot ng R&D, u t
ng mc cho hot ng ny, phi hp mt cch ti u cc hnh thc t chc hot ng R&D,
gia R&D do t chc t thc hin vi R&D theo hp ng vi bn ngoi..................................88
3.4. Chin lc vn hnh............................................................................................................88
Vn hnh bao gm tt c cc hot ng nhm bin i yu t u vo thnh sn phm cui cng,
bao gm cc hot ng ca qu trnh sn xut vn hnh my mc thit b, kim tra cht lng,
ng gi y l b phn c bn ca chui gi tr, nn vic ci tin, hon thin nhng hot ng
ny nhm gp phn quan trng lm tng nng sut lao ng, nng cao cht lng sn phm, tit
kim nguyn vt liu, in nc.....................................................................................................88
3.5. Chin lc ngun nhn lc..................................................................................................89
Chng 7. THC THI V KIM TRA CHIN LC...................................................................91
1. THC HIN CHIN LC......................................................................................................91
1.1. Bn cht ca hot ng thc thi chin lc .......................................................................91
1.2. Thit lp cc mc tiu ngn hn (hng nm).......................................................................93
1.3. Xy dng cc chnh sch v k hoch hnh ng...............................................................94
1.4. nh gi v phn b cc ngun lc ....................................................................................96
1.5. Xc nh c cu t chc thch hp .....................................................................................96
2. KIM TRA, NH GI TNH HNH THC HIN CHIN LC CHIN LC.........101
2.1. Bn cht ca vic kim tra, nh gi tnh hnh thc hin chin lc...............................101
Kim tra nh gi tnh hnh thc hin chin lc l giai on cui cng, mt giai on khng th
thiu trong ton b qu trnh qun tr chin lc.............................................................................101
Thc t cho thy rng, qu trnh qun tr chin lc khc nhau c th dn n nhng kt qu rt
khc nhau : nhng quyt nh chin lc ng n s mang li nhng kt qu tt p, c gi tr
bn vng lu di, ngc li, nhng quyt nh chin lc sai lm c th gy ra nhng thit hi
nghim trng,c th y t chc ri vo tnh trng ph sn, dit vong.Chnh v vy, cn kim tra,
nh gitnh hnh thc hin chin lc, pht hin kp thi chin lc ng hay sai ? ng sai
ch no ? Mc no ? Trn c s tm bin php khc phc thch hp. Bn cnh , cng
chnh nh qu trnh kim tra, nh gi s gip n c, nhc nh mi thnh vin trong t chc,
lun nh nhim v ca mnh, trn c s tp trung sc lc thc hin thnh cng chin lc
c hoch nh................................................................................................................................101
Chin lc c hoch nh trn c s phn tch mi trng bn ngoi v bn trong, xc nh cc
c hi, ngu c, im mnh, im yu, kt hpcc yu t c xc nh tm ra nhng chin
lc c kh nng la chn v quyt nh la chn chin lc. Nhvy, mi trng bn ngoi v
bn trong c phn thc cng nhng d bo, phn on ca cc chin lc gia c nh hng rt
ln n cht lng chin lc c hoch nh. Nhng mi trng lun thay i v khng ai c
th d bo chnh xc c tt c mi s thay i ca mi trng. Khi mi trng thay i, i hi
chin lc cng phi c iu chnh cho ph hp th mi c th m bo s thnh cng cho t
chc. V vy, cn phi kim tra nh gi chin lc pht hin kp thi nhng thay i,nhng
iu cha ph hp, c c k hoch hnh ng ph hp hn. C nh vy, mi bo m thc
hin c cc mc tiu ra, gip t chc lun l ngi chin thng............................................101
Ngoi ra cn lu , qun tr chin lc l qu trnh tun hon lin tuc. Kim tra, nh gi l giai
on cui ca qu trnh qun tr chin lc thi k trc, song n ng thi l giai onu cung
cp thng tin cho qu trnh hoch nh chin lc cho thi k tip theo. V vy, nh gi chin
lc ca thi k trc c nh hng to ln n cht lng chin lc ca thi k sau................102
2.2. Tin trnh kim tra, nh gi tnh hnh thc hin chin lc............................................102
nh gi chin lc cn thc hin nhngx cng vic c bn sau :...........................................102
- Xc nh nhng ni dung phi kim tra.........................................................................................102
- Kh thi.............................................................................................................................................104
- Thun li.........................................................................................................................................104
nh gi thnh tch mt cch chnh xc, mang li kt qu mong i cn da vo cc tiu chun
c tnh :..............................................................................................................................................104
- C th, r rng.................................................................................................................................104
- C nhng tiu chun thay th.........................................................................................................104
- Chp nhn mt sai s cho php......................................................................................................104
2.2.3. o lng kt qu t c......................................................................................................104
Cc phng php o lng kt qu hat ng:...............................................................................104
a. nh gi theo cc ch tiu marketing............................................................................................104
C nm ch tiu marketingchnh cn nh gi v phn tch:...........................................................104
- Phn tch doanh s bn hng..........................................................................................................104
- Phn tch th phn...........................................................................................................................104
-T l chi ph marekting trn doanh s bn ra : T l chi ph cho lc lng bn hng/doanh s bn,
qung co/doanh s bn, nghin cu marketing/doanh s bn, chi ph qun l hnh chnh/ doanh s
bn......................................................................................................................................................104
- Tm hiu thi ca khch hng qua thu c cc ch s quan trng v cht, phn nh s pht
trin khch hng (Sdng mt h thng cho khch hng khiu ni v gp , ghi chp s b v
khch hng, tin hnh kho st khch mua hng)........................................................................105
- Phn tch hiu qa : trc ht nhm kim tra hiu qu ca cc lc lng bn hng, cng tc
qung co, khuyn mi, phn phi hng...........................................................................................105
Ch s hiu qu ca lc lng bn hng bao gm: s ln bn hng trung bnh trong mt ngy, thi
gian trung bnh mi ln bn hng, doanh s trung bnh ca mi ln bn, chi ph bnh qun ca mi
ln bn hng.......................................................................................................................................105
Ch s hiu qu ca cng tc qung co bao gm: chi ph bnh qun tnh trn 1000 khch hng, ch
tiu v thi ca khch hng tr v sau khi tin hnh qung co, s n hng nhn c sau
mi ln qungco...............................................................................................................................105
Ch s hiu qu khuyn mi bao gm : t l % gi tr ca cc phiu trng thng v chi ph pht
sinh so vi doanh s bn ra...............................................................................................................105
Ch s hiu qu ca cng tc phn phi hng ha bao gm : chi ph cho mi ln giao hng cho
khch hng v s ln giao hng trung bnh trong mt ngy.............................................................105
b. Cc ch tiu v ngun nhn lc.....................................................................................................105
Phng php nh gi:.....................................................................................................................105
- Ch tiu sn xut nhm nh gi s lng hoc chtlngca sn lng hoc kt qu sn xut
(V d : s my in thoi sn xut hoc bn c)........................................................................105
- nh gi v con ngi : s ln ngh vic, i mun, s ln xy ra s c, mc tng lng. 105
- nh gi quan im nhn thc ca cng nhn vin......................................................................105
c. Cc ch tiu nh gi v kt qu sn xut.....................................................................................105
- Kim tra trc khi sn xut : nhm xc nh trc cc tiu chun v ch tiu v s lng v
ngun lc a vo sn xut...............................................................................................................105
- Kim tra trong qu trnh sn xut : l kim tra s lng v thi hn hon thnh sn xut sn
phm, thng c th hin bng tin sn xut..........................................................................105
- Kim tra sau qu trnh sn xut : nhm phn tch u ra ca qu trnh sn xut,bao gm : phn
tch gi thnh, im tra nh lngtheo phng php thng k nhm pht hin cc sn phm khuyt
tt hoc c cht lng thp...............................................................................................................105
d. Thanh tra........................................................................................................................................105
Cng tc kim tra cn bao gm vic nh gi v thanh tra nh k cp b phn chc nng.
Thanh tra l kim tra mt cch c h thng cc b phn cu sthnh ca b phn chc nng.Nhim
v ca vic thanh tra l lm r mt yu km, cc vn vng mc tn ti v cc c hi tim nng.
............................................................................................................................................................105
2.2.4. So snh vi kt qu t c vi tiu chun ra.................................................................105
Nu khng c vic so snh th vic kim tre mang nng tnh ch quan, hnh thc khng em li
kt qu mong mun. Vic so snh kt qu t c vi tiu chun ra cn gip nng cao cht
lng ca khu xc nh mc tiu, ch tiu, ra tiu chun, v l c s cho vic ra ch tiu cho
giai on pht trin tip theo.............................................................................................................105
Cn xc nh mc sai lch cho php khi so snh kt qu vi tiu chun ra.Nu kt qu thc t
t c nm gia cc ng gii hn trn v gii hn di, v nu thy khng c xu hng xu
th ban lnh o c th yn tm. Nu kt qu t c nm ngoi hai ng gii hn v c xut
hin xu hng xu th ban lnh o cn phi c bin php khc phc kp thi..............................105
2.2.5. Tm nguyn nhn dn n s sai lch.....................................................................................106
tm nguyn nhn cn tr li cc cu hi sau...............................................................................106
- Nhng tiu chun c ph hp vi nhng mc tiu v chin lc ra khng?...........................106
- Nhng mc tiu v nhng tiu chun tng ng cn ph hp vi tnh hnh hin thi khng ?. .106
- Nhng chin lc hon thnh mc tiu c cn thch hp vi tnh hnh hin nay khng?.......106
- C cu t chc, h thng (v d thng tin) v s h tr ti nguyn ca hng c thc hin thnh
cng nhng chin lc v nh hon thnh mc tiu...................................................................106
- Nhng bin php ang thc hin c thch hp t tiu chun ra hay khng?.....................106
2.2.6. Tm cc bin php khc phc..................................................................................................106
Theo bng cu hi va nu trn, cn xem xt linm nhm vn c bn cn chn chnh nh sau:
............................................................................................................................................................106
a. Xt li nhng tiu chun ...............................................................................................................106
Mc d y khng phi l s kin thng thng nhng hon ton c th l nhng tiu chun khng
cng hng vi nhng mc tiu v chin lc chn la. ...............................................................106
b. Xem xt li mc tiu.....................................................................................................................106
c. Xt li nhng chin lc ..............................................................................................................106
Nu nhng mc tiu v nhng tiu chun l thch hp, s lch hng trong thc hin c th gy ra
bi mt qun tr tm ra chin lc gc lin quan ti th trng khng c kt qu trong mt thi k
bi v s chuyn i hon cnh. .......................................................................................................106
d. Xt li cu trc h thng, s tr lc .............................................................................................106
S thc hin khng y i khi c th bt ngun t mt cu trc h thng hay s tr lc ti
nguyn. Qun l mun xt li cu trc t chc bng cch gia tng thm nhng qun c bn hng
vng hay khu vc khi s bnh trng a l khng mang li khi lng bn hng khng mong i.
S h tr ti nguyn nh trn, c th cn ti s thc hin thnh cng mt chin lc nh l mt s
hi nhp v sau hoc ti trc..........................................................................................................106
e. Xt li nhng bin php thc hin................................................................................................106
S iu chnh thng thng, nht l khi tin hnh thit k chin lc tng i thnh cng l
nhng hot ng. Nhiu khi s iu chnh l mt hay nhiu th thc thc hin chi li. Phn ln iu
chnh ny c qun c chc nng thit k v thc thi.................................................................106
f. S tng quan ...............................................................................................................................106
Qun tr phi nh rng nhng iu kin trong bt c lnh vc no trn cn ti mt trong nhng
yu t khc. iu chnh mc tiu c th cn ti tiu chun chin lc khc nhau, tiu chun ti
nguyn hot ng v c th c cu t chc khc nhau....................................................................106
g. Kim sot tin trnh thit k chin lc .......................................................................................106
Mt trong nhng dng kim sot quan trng nht l theo di tin trnh thit k chin lc c
chc chn rng n hot ng ng v ng gp vo thnh tch chung ca doanh nghip. Vic thit
k chin lc gi nhiu trin vng nht cho nhng hng no c th dng n mt cch hu hiu
v c hiu qu. ..................................................................................................................................106
CU HI N TP...........................................................................................................................107
1. S cn thit ca thc hin chin lc?.........................................................................................107
2. Hy cho bit nhng ni dung c bn ca qu trnh thc hin chin lc...................................107
3. Cch thit lp mc tiu hng nm?...............................................................................................107
4. Chnh sch l g? Vai tr ca chnh sch i vi qu trnh thc hin chin lc?......................107
5. K hoch kinh doanh l g? Vai tr v ni dung ca k hoch kinh doanh?...............................107
6. Qu trnh hoch nh v phn b cc ngun lc?.........................................................................107
7. Hy cho bitbn cht v vai tr ca vic kim tra, nh gi tnh hnh thc hin chin lc......107
8. Trnh by hiu bit ca anh/ch v qu trnh kim tra, nh gi tnh hnh thc hin chin lc.
............................................................................................................................................................107
Tm nhn chin lc l mt hnh nh, tiu chun, hnh tng c o v l tng trong
tng lai, l nhng iu DN nn t ti hoc tr thnh.
1.4.2. Nhim v kinh doanh (S mnh Mission)
Nhim v c hiu l l do tn ti, ngha ca s tn ti v hot ng ca DN. S mng
th hin r hn nhng nim tin v nhng ch dn hng ti tm nhn c xc nh v thng
c th hin di dng bn tuyn b v s mng ca DN.
DN tn ti nhm mc ch g?
S mng ca DN c mc tiu duy nht nhm phn bit DN ny vi DN khc (sn phm, th
trng, cng ngh, ). S mng l c s quan trng cho vic la chn ng n cc mc tiu v
cc chin lc ca DN, s mng gip to lp v cng c hnh nh DN trc x hi cng nh to
ra s hp dn i vi cc i tng c lin quan.
1.4.3. Mc tiu chin lc
Mc tiu chin lc l nhng trng thi, nhng ct mc, nhng tiu thc c th m mt
doanh nghip mun t c trong khong thi gian nht nh.
Mc tiu chin lc nhm chuyn ha tm nhn v s mng ca DN thnh cc mc tiu
thc hin c th, c th o lng c.
Tm nhn S mnh Mc tu
1.4.4. Chnh sch
Chnh sch bao gm nhng nguyn tc ch o, nhng phng php, qui tc, th tc, hnh
thc v nhng cng vic hnh chnh c thit lp h tr v thc y cng vic theo nhng
mc tiu ra. Cc chnh sch l cc cng c cho vic thc thi chin lc.
Chnh sch l phng tin t c cc mc tiu ngn hn.
Chinh sch
Chin lc
Mc tiu
1.4.5. n v kinh doanh chin lc SBU hay strategic business unit l mt khi nim cn bn
ca qun tr, qun tr chin lc. Mi n v kinh doanh c xy dng khc nhau v nh v trn
cc so snh cc m hnh, cc ma trn khc nhau.
n v kinh doanh chin lc l mt n v kinh doanh ring l hoc trn mt tp hp cc ngnh
kinh doanh c lien quan (cp sn phm th trng), c ng gp vo s thnh cng ca doanh
nghip, c th c hoch nh ring bit vi cc phn cn li ca doanh nghip, c mt tp hp
cc i th cnh tranh trn mt th trng xc nh.
1.4.6. C hi/ thch thc, im mnh/ im yu
a. C hi/Thch thc: khuynh hng & s kin khch quan ca mi trng c nh hng n
DN trong tng lai.
C hi l mt lnh vc nhu cu ca khch hng m doanh nghip c th thc hin vic
p ng mt cch c li .
Thch thc l mt nguy c do mt xu th hoc mt s pht trin khng c li, c th
dn ti thit hi cho doanh thu hay li nhun ca doanh nghip nu khng c cc bin php bo
v.
b. Th mnh v im yu bn trong ca DN l nhng hot ng c th kim sot c trong
ni b DN. N l cc lnh vc m doanh nghip v ang thc hin tt (th mnh) hoc km
3
(im yu).
2. CC CP CHIN LC V CC LOI CHIN LC
2.1. Cc cp chin lc
Trc y, ngi ta thng phn h thng chin lc trong mt cng ty thnh ba cp:
- Chin lc cp cng ty (Corporate strategy).
- Chin lc cp n v kinh doanh (Strategic Business Unit SBU).
- Chin lc cp chc nng ( Functional strategy).
Hin nay, vi xu th ton cu ha, nhiu cng ty nhanh chng a hat ng ca mnh
vt ra khi bin gii quc gia v ngi ta ni ti mt cp chin lc th t:
- Chin lc ton cu(Global strategy).
2.1.1. Chin lc cp cng ty
Chin lc cp cng ty (chin lc tng th/chin lc chung) hng ti cc mc tiu c
bn di hn trong phm vi ca c cng ty. cp ny, chin lc phi tr li c cc cu hi: Cc
hat ng no c th gip cng ty t c kh nng sinh li cc i, gip cng ty tn ti v pht
trin?. V vy c v s chin lc cp cng ty vi nhng tn gi khc nhau, mi tc gi c th
phn loi, gi tn theo cch ring ca mnh.Theo Fred R.David, chin lc cp cng ty c th phn
thnh 14 loi c bn: Kt hp v pha trc, kt hp v pha sau, kt hp theo chiu ngang, thm
nhp th trng, pht trin th trng, pht trin sn phm, a dng ha hat ng ng tm, a
dng ha hat ng kt ni, a dng ha hat ng theo chiu ngang, lin doanh, thu hp hat
ng, ct b hat ng, thanh l, tng hp. Trong , mi loi chin lc va nu li bao gm
nhiu hat ng c th. V d nh: Chin lc thm nhp th trng c th gm gia tng lc lng
bn hng, tng chi ph qung co, tin hnh cc hat ng khuyn mi gia tng th phn trong
mt khu vc a l.
2.1.2. Chin lc cp n v kinh doanh (SBU)
Chin lc cp n v kinh doanh (gi tt l chin lc kinh doanh) lin quan n cch
thc cnh tranh thnh cng trn cc th trng c th. Chin lc kinh doanh bao gm cch thc
cnh tranh m t chc la chn, cch thc t chc nh v trn th trng t c li th cnh
tranh v cc chin lc nh khc nhau c th s dng trong bi cnh c th ca mi ngnh. The
Michael Porter c ba chin lc cnh tranh tng qut: Chin lc chi ph thp, chin lc khc bit
ha sn phm v chin lc tp trung vo mt phn khc th trng nht nh.
2.1.3. Chin lc cp chc nng
Chin lc cp chc nng hay cn gi l chin lc hat ng, l chin lc ca cc b
phn chc nng (sn xut, marketing, ti chnh, nghin cu v pht trin). Cc chin lc ny
gip hon thin, nng cao hiu qu hat ng trong phm vi cng ty, do gip cc chin lc
kinh doanh, chin lc cp cng ty thc hin mt cch hu hiu.
khng ngng nng cao kh nng cnh tranh, hiu qu hat ng ca cong ty p ng
yu cu ca khch hng, ca th trng, cn xy dng h thng cc chin lc hon thin hat
ng ca cng ty cc b phn chc nng.
2.1.4. Chin lc ton cu
thm nhp v cnh tranh trong mi trng ton cu, cc cng ty c th s dng 4 chin
lc c bn sau:
- Chin lc a quc gia
- Chin lc quc t
4
- Chin lc ton cu
- Chin lc xuyn quc gia.
2.2. Cc loi chin lc
Chin lc tng qut l cc phng n Chin lc khc nhau ca chng trnh hnh ng
nhm hin thc ho nhim v v mc tiu Chin lc ca doanh nghip.
Tu theo mc tiu tng trng m doanh nghip c th la chn mt trong s cc loi
Chin lc tng qut ch yu sau :
2.2.1. Chin lc tng trng tp trung (Chin lc pht trin chuyn su)
L Chin lc tp trung mi n lc v c hi pht trin cc sn phm hin c trn nhng
th trng hin c bng cch tng cng chuyn mn ho, pht trin th phn v gia tng doanh s,
li nhun.
Chin lc tng trng tp trung c trin khai theo 3 hng Chin lc c th sau:
a. Chin lc thm nhp th trng
Khng lm thay i bt k yu t cu thnh no, m ch nhm tng th phn ca cc sn
phm, dch v hin c trn th trng hin c bng nhng n lc tip th mnh m v hiu qu hn.
V d: tng doanh s bn xe BMW tai Vit Nam, Euro Autocho ra mt Trung tm dch
v xe BMW qua s dng, vi mc tiu chm sc khch hng mt cch tt nht. Tai y, s cung
cp cc dch v: nhn k gi trng by xe BMW, cung cp dch v gi tr gia tng, i xe BMW c
ly xe mi, kim tra cht lngv pht hnh phiu nh gi cht lng xe BMW.
* Bin php p dng:
- Tng s nhn vin bn hng.
- Tng cng cc hot ng qung co.
- y mnh cc hot ng khuyn mi.
* Mc ch:
- Tng s lng hng ha mi ln mua.
- S dng hng nhiu hn v thng xuyn hn vi sn phm, dch v ca doanh nghip.
* iu kin vn dng:
- Nhu cu th trng vn cn tng, cha bo ho.
- Tc tng dn s nhanh hn tc tng chi ph marketing.
- C th tit kim chi ph do tng quy m v chuyn mn ho to u th cnh tranh.
- Th phn ca cc i th cnh tranh ang gim st.
b. Chin lc pht trin th trng
L chin lc tm kim s tng trng bng cch m rng s tham gia ca cc sn phm
hin c vo nhng khu vc th trng, khch hng mi.
V d: Ngn hng u ft v Pht trin VN m vn phng i din ti Campuchia, cng
vi cng ty Phng Nam gp vn thnh lp Cng ty c phn u t v Pht trin 100% vn VN
ti Campuchia. Vietnam Airlines tham gia u t vo lnh vc hng khng Campuchia, cng vi
cc i tc ca bn gp vn thnh lp Hng Hng khng quc gia Campuchia Cambodia
AngkorAir. Saigontourist s mua 5 khch sn nc ngoi, n cui nm 2009 s kt thuc
sthng v mua khch sn Francisco, California, Hoa K, tip s m phn mua khch sn
Tokyo, Berlin, Hong Kong, Maxcva.
5
* Mc ch:
- Tm kim c hi m rng th trng.
- Tip tc gia tng quy m sn xut.
- Thu ht nhng khch hng s dng mi
* iu kin vn dng:
- Doanh nghip c h thng knh phn phi nng ng hiu qu.
- C nhiu kh nng thm nhp th trng mi (vn, nhn lc).
- Khch hng ang c s chuyn hng s thch v nh gi
.
- Doanh nghip vn cn tha nng lc sn xut
c. Chin lc pht trin sn phm
L chin lc tng trng trn c s pht trin cc sn phm mi, ci tin cc sn phm
hin c khai thc mnh m v hiu qu hn th trng hin c ca doanh nghip. N i hi
phi c nhng chi ph tho ng cho hot ng nghin cu v pht trin sn phm.
V d: Trong giai on cc k kh khn, khng hong ti chnh v suy thoi kinh t ton
cu, th trng a c ng bng, Cng ty TNHH LD Ph M Hng p dng chin lc pht
trin sn phm, a ra dng sn phm c o, cht lng cao v thnh cng rc r. T thng 1
n thng 3 nm 2009, cng ty cng b d n Riverside Residence mt a danh thanh th ven
song, vi v tr tuyt p, khng gian sng l tng, thit k p, hin i, gi c v tin thanh
ton hp l, uy tn v trnh qun l chung c cao cp chuyn nghip. Tt c nhng iu
gip cng ty thnh cng ngon mc, qua ba t m bn bn ht ngay 100% sn phm ca d n
(hn 600 cn h). Pht huy thnh qu t c, thng 7 v 8 nm 2009, cng ty tip tc cng b d
n Riverpark Residence cng ng hin i ven song do cng ty Axel Korn Architektur (c)
thit k, vi kin trc kiu Chu u, tn dng u th hai mt thin nhin, tin nghi y , d n
thu ht c ng o khch hng v trong t m bn th nht bn ht nagy 100% sn
phm cng b.
* Mc ch:
- Cng c v gi vng th trng truyn thng.
- To lp c cu chng loi sn phm thch hp, c kh nng cnh tranh th trng .
- i mi c cu khch hng v th trng
* iu kin p dng:
- Doanh nghip c kh nng mnh v nghin cu v pht trin.
- Sn phm c chu k ngn, tc i mi cng ngh cao.
- i th cnh tranh c s chuyn hng u t hoc kinh doanh lnh vc mi.
Tm li li th ca Chin lc tng trng tp trung cho php doanh nghip tp hp mi
ngun lc ca doanh nghip vo cc hot ng s trng v truyn thng ca mnh tp trung
khai thc cc im mnh, pht trin quy m kinh doanh trn c s u tin chuyn mn ho sn xut
v i mi cng ngh sn phm, dch v.
2.2.2. Chin lc pht trin hi nhp
L chin lc pht trin doanh nghip trn c s thit lp v m rng mi quan h lin kt
vi cc trung gian v i th cnh tranh trong mt s lnh vc nht nh.
Pht trin hi nhp thng c trin khai theo 3 hng c th sau :
6
Chin lc ny thng c s dng nhm tng quy m v th phn nhanh chng, khc
phc nhng khim khuyt v c th vt ra khi b tc hin ti. Tuy nhin n i hi chi ph ln,
nhiu ri ro v c s i mi rt c bn trong sn xut v qun l tiu th.
V d: Tp on Du kh Vit Nam v Tp on Cng nghip Than v Khong sn Vit
Nam k tha thun hp tc trn nhiu lnh vc nh: cng hp tc u t thm d v khai thc
cc m than Thi Bnh, tm c hi khai thc cc m than n ngoi, nhp khu than cung
cp cho cc nh my nhit in chy bng than, tt chc cng ty vn ti than, kinh doanh bt ng
sn, xy dng cng v pht trin cc c s h tng khc, hp tc trong lnh vc ti chnh, ngn
hng, bo him, chng khon.
* iu kin p dng:
- Doanh s v li nhun doanh nghip ang gim st.
- Th trng hin ti bo ho, nhiu thch thc.
- Doanh nghip ng trc nhng c hi mi v u i u t, chuyn giao cng ngh
- Doanh nghip c i ng qun tr nng ng, nhy bn.
2.2.4. Mt s chin lc khc
a. Chin lc lin doanh
L chin lc pht trin c s dng khi hai hay nhiu cng ty thnh lp nn mt cng ty
th ba (c lp vi cc cng ty m) nhm mc ch khai thc mt c hi no .
V d: Cng ty Acecook Vit Nam va hp tc vi Tp onKirin (Nt Bn) thnh lp
Cng ty nc gii kht Kirin Acecook Vit nam. Theo tha thun lien doanh, cng ty ny s u t
60 triu USD xy dng nh my sn xut nc gii kht ti Bnh Dng. Dng sn phm u
tin ca cng ty l loi nc gii kht c ngun gc thin nhin pha them sa mang thng hiu
Latte. Thng 7/2009 cng ty chnh thc gii thiu vo th trng Vit Namnhn hng Jcha tr
xanh ph cch t Nht Bn. im c bit cn lu , v mt qun l cht lng cng ty p dng
cng ngh v phng php qun l t Kirin Baverage Nht Bn (cng ty m), sn phm c qun
l cht ch t nguyn liu u vo, trong sut qu trnh sn xut, ng gi, cho n khi ra thnh
phm, v cung cp cho khch hng.
Trong iu kin ton cu ha, cc hnh thc lien doanh, lien kt, hp ng hp tc kinh
doanhc s dng ngy cng nhiu, bi chng cho php cc cng ty ci tin h thng thng tin,
pht trin quan h hp tc, s dng c hiu qu ngun vn v cng ngh pht trin sn phm
mi, th trng mi, m rng hat ng trn ton cu, gim c nhiu ri ro.
b. Chin lc thu hp hot ng kinh doanh
Chin lc thu hp hat ng xy ra khi mt cng ty t ch li/ cng c hat ng thng
qua vic ct gim bt chi ph v ti sn nhm cu vn tnh th b tc v suy gim, tp trung hn
cho vic cng c nhng nng lc c bit c bn ca doanh nghip. Tu theo mc thu hp m
la chn Chin lc c th sau:
- Ct gim chi ph hin ti.
- Rt bt u t, loi b mt s lnh vc km hiu qu: bn i mt b phn/ mt chi nhnh/
mt phn cng ty hat ng khng c li hoc i hi qu nhiu vn, hoc khng ph hp vi cc
hat ng chung ca cng ty tng vn cho cc hat ng khc.
- Thanh l ti sn: l bn i tt c ti sn ca cng ty tng phn mt vi gi tr thc ca
chng. Thanh l l vic lm chp nhn tht bi, v vy v mt nh cm c th gp kh khn khi
9
phi p dng chin lc ny. Tuy nhin ngng hat ng cn tt hn phi tip tc chu thua l
nhng khon tin qu ln.
Trong thi k en ti, khng hong ti chnh v suy thoi kinh t ton cu, khng cn con
ng no khc, nhiu cng ty, tp on phi la chn thu hp, ct gim, thanh l hoc thm
ch tuyn b ph sn. Thng 1/2009, ba tp on bn l khng l ca Chu u ln lt cng b
cc k hoch ct gim vic lm v u t, c th: Metro AG ca c s gim 15000vic lm trong
h thng ton cu, Burberry ca Anh ct gim u t 35 triu bng, trong ct gim 540 vic lm
ti Anh v Ty Ban Nha; X5 ca Nga ct gim 1 t USD vn u t. Thng 4/2009, Swiss Re,
cng ty ti bo him ln nht th gii tuyn b ct gm 1000 vic lm trong 12 thng ti. Nm
2009 tuyn b ph sn hng xe ln nht nc M - General Motors (GM). Mc d nh c
khon cu tr ln t chnh ph, nhng GM vn khng th gng ni, tnh n thng 2/2009, GM
phi ng ca 14 nh my M, chm dt hp ng vi 2000 nh phn phi, ct gim47000
nhn vin,trong c 20.000 nhn vin M. Ngy 1/6/2009, GM np n ph sn. Ta an lien
bang M va thng qua vic bn cc ti sn ca GM cho GM mi. T khi np n xin ph sn n
u thng 7/2009, GM nhn c khong 10-11 t USD gii quyt chuyn ph sn.S tin
cn li khong 20 t USD GM s nhn c vo cui nm nay. Khong 50t USD t tin ti ca
nh nc s c chuyn thnh c phiu ca cng ty GM mi.H qu tt yu ca s kin ny, lien
doanh New United Manufachturing (NUMMI) tr s t ti California, con ca hai hng t
khng l trn th gii GM v Toyota, s chm dt hat ng sau 25 nm tn ti.
c. Chin lc hn hp
Trong thc t, c nhiu cng ty khng p dng c lp tng chin lc, m theo ui hai
hay nhiu chin lc cng lc, la chn ny c gi l chin lc hn hp. Nhng la chn bao
nhiu chin lc, nhng chin lc c th no cn c p dng kt hp vi nhau trong tng giai
on c th , l bi ton khng n gin. Nu chn qu nhiu chin lc, vt qu kh nng thc
hin ca cng ty, th s gy phn tc dng, cng ty c th gp nhng ri ro rt ln.
Bng 1.1. Tng hp cc loi chin lc tng qut cp doanh nghip.
Loi Chin lc tng
qut
Chin lc b phn
Ni dung v bin
php
1. Thm nhp th
trng (Sn phm
hin c th trng
hin c)
Chin
lc
tng
2. Pht trin th
trng tp trung
trng (Sn phm
(Mi quan h doanh hin c th trng
nghip Khch hng ) mi)
3. Pht trin sn
phm (Sn phm mi
th trng hin c)
iu kin p dng
Chin lc
2. Ho nhp bn
di (Doanh nghip - St nhp hoc gia
Nh phn phi)
tng li ch cho cc
trung gian phn phi
v Marketing.
3. QUN TR CHIN LC
3.1. Cc khi nim qun tr chin lc
C nhiu tc gi nghin cu v chin lc, nn cng c nhiu tc gi vit v qun tr chin
lc vi nhng cch trnh by khc nhau.
Trong giai on u ca qu trnh hnh thnh v pht trin l thuyt qun tr chin lc,
ngi ta tng xem chin lc l k hoch di hn, l b phn hp thnh trong h thng k hoch
ca t chc v v vy ch nhn mnh n chc nng hoch nh chin lc.Lc by gi, khi ni
n qun tr chin lc ngi ta thng dng cm t chin lc v chnh sch kinh doanh v
nh ngha l tp hp cc quyt nh, ch cha ch trng n qu trnh, n chui cc hat
ng khp kn thc hin y cc chc nng qun tr trong qun tr chin lc. Sau y l mt
s nh ngha qun tr chin lc theo khuynh hng ny:
- Qun tr Chin lc l qu trnh qun l theo ui cc chc nng, nhim v ca mt t
chc vi mi trng kinh doanh.
- Qun tr Chin lc l s tp hp cc quyt nh v hnh ng qun l nhm bo m s
thnh cng lu di cho t chc.
- Qun tr chin lc l s tp hp cc quyt nh v bin php hnh ng dn n vic
hoch nh v thc hin cc mc tiu then cht ca t chc.
11
Hoch
nh
chin
lc
(1)
(2)
nh gi mi trng
bn noi
(3)
nh gi mi trng
bn trong
Bn cht nh gi ni b, cng tc nh gi
cc mt hat ng chnh ca cng ty
S dng cc m hnh, kt hp nh gi nh
tnh v nh lng, chn ra mt m hnh chin
lc hp l cho cng ty.
Hnh 1.1. M hnh cc bc cng vic trong giai on hoch nh chin lc.
Hoch nh Chin lc c trin khai theo 4 hot ng c bn sau:
- Xc nh nhim v (s mnh) v cc mc tiu ch yu:
Bc u tin ca qu trnh qun tr chin lc l xc nh s mnh v cc mc tiu ch
yu ca t chc. S mnh v mc tiu ch yu ca t chc cung cp mt bi cnh xy dng cc
chin lc.
S mnh trnh by l do tn ti ca t chc v ch ra n s lm g. V d, s mnh ca mt
hng hng khng quc gia c th p ng nhu cu i li tc cao cho khch hng vi gi c hp
l. Tng t, s mnh ca Yahoo! c th l lin kt mi ngi ti bt k ai v bt c iu g.
Cc mc tiu ch yu xc nh nhng g m t chc hy vng p ng trong phm vi trung
v di hn. Hu ht cc t chc theo ui li nhun, mc tiu t c nng lc vt tri chim v
tr hng u. Cc mc tiu th nh l cc mc tiu m cng ty xt thy cn thit nu h mun t
n nng lc vt tri.
Nhng mc tiu rt thit yu cho s thnh cng ca t chc, v chng ch ra chiu hng,
gip nh gi, to ra nng lng, cho thy nhng u tin, cho php hptc v cung cp c s
cho vic lp k hoch mt cch hiu qu, cho vic t chc, khuyn khch v kim sot cc hat
ng. Cc mc tiu nn c tnh thch thc, c th o lng c, ph hp, hp l v r rng.
Trong mt cng ty c nhiu b phn, cc mc tiu nn c thit lp cho ton cng ty v cho mi
b phn..
- Phn tch cc yu t mi trng bn ngoi:
(4)
13
Hoch nh
Chin lc :
Thc thi
Chin lc :
nh gi
Chin lc :
Kt hp trc gi
V phn tch
a ra quyt
nh
Thit lp mc tiu
Hng nm
ra cc chnh
sch
Xem xt li cc
Yu t
o lng kt qu
Thc hin iu
chnh
thnh,
thc
thi
nh
gi
mt
Phn tch
bn ngoi
xc nh
c hi e
do
Nhn thc,
chc nng,
nhim v,
Chin lc
hin ti
Chin
lc
Thit lp
mc tiu
Chin lc
(di hn)
nh
ca
La chn
Chin lc
ti u
chc.
Xy dng
mc tiu
ngn hn
(hng nm)
Phn
phi cc
ngun ti
nguyn
Pht trin
chc nng,
nhim v (s
mnh)
Nhn thc,
chc nng,
nhim v,
Chin lc
hin ti
nht
o lng v
nh gi,
iu chnh
Chin lc
ra cc
chnh sch
thc hin
nh gi Chin
lc
17
CU HI N TP
1. Chin lc l g? Trnh by hiu bit ca anh/ch v vn ny v cc khi nim c lin quan.
2. V sao kinh doanh trong nn kinh t th trng cc doanh nghip phi c chin lc kinh doanh ?
3. Cc cp chin lc? Chin lc cp cng ty? Chin lc cp n v kinh doanh? Chin lc cp
chc nng? Chin lc ton cu?
4. Cc loi chin lc? Trnh by hiu bit ca anh/ch v 14 loi chin lc c bn cp cng ty
theo quan im ca Fred R.David, cho v d c th cho tng loi chin lc.
5. Qun tr chin lc l g ?
6. Tm tt nhng ni dung c bn ca qu trnh qun tr chin lc ? Trnh by su hn v tng gia
on: Hoch nh chin lc, thc hin chin lc v nh gi chin lc.
7. ngha ca qun tr chin lc?
BI TP THO LUN
Bi 1:
Lp cc nhm t 5 n 10 sinh vin, tho lun, chn mt cng ty tin hnh nghin cu.
Bc 1:
Phn cng cc thnh vin ca nhm i thc t ti cng ty m nhm chn thu thp cc s liu
ti liu cn thit, hoc thu thp cc s liu th cp t th vin, trn mng, trn c s phn tch
v vit bo co gii thiu tng quan v cng ty, tm nhn, s mnh, gi tr ct li ca cng ty.
Bc 2:
Phn tch mi trng bn ngoi ca cng ty. (Bi tp chng 3)
Bc 3:
Phn tch mi trng bn trong ca cng ty (Bi tp chng 4)
Bc 4:
Hoch nh chin lc cho cng ty. (bi tp chng 4)
Hon thin bi tp ln ca nhm, trong trnh by ton b qu trnh v kt qu hoch nh chin
lc cho cng ty m nhm nghin cu. Trnh by kt qu nghin cu trc lp (bng power
point), hon thin bi vit, np cho ging vin tnh im qu trnh cho c nhm (km theo bng
nhn xt nh gi v mc ng gp ca cc thnh vin).
Bi 2:
Cng ty ch bin thy sn T.A trong giai on 2001-2010 ch kinh doanh mt sn phm duuy nht
l tm ng lnh, sn phm c xut sang th trng Nht Bn v Hoa K thng quacci tc
nhp khu nc ngoi. Trong giai on ny, cng ty thu mua tm ca cc h nui tm ng
bng song CuLong chbin, nn ngun nguyn liu khng n nh, nh hng n k hoch
xut khu.Trc nhng bin ng ca tnh hnh mi, trong giai on 2011-2020, cng ty quyt
nh:
1. Xy dng cc x nghip nui tm v c n nh ngun nguyn liu u vo.
2. Thit lp cc knh bn hng th trng ni a thng qua cc siu th v ca hng thc
phm.
3. Tch cc tham gia cc hi ch quc st v trong nc y mnh xut khu.
4. a sn phm ti sng vo kinh doanh ni a
5. Sn xut thm mt s sn phm mi: Tm ln bt, Tm hp , c vin
18
19
- S thiu c th: v ni m cng ty mun n hoc loi hnh cng ty mun hnh thnh.
- S m h : khng cung cp s ch dn c hay khng hoc cch m qun tr d nh thay
i trng tm ca cc sn phm, th trng, khch hng v cng ngh ca cng ty.
- Thiu sc mnh ng vin.
- Khng phn bit: c th ng dng cho bt k cng ty no.
- Qu t tin: cho rng l i u th gii, tt nht, s la chn u tin ca khch hng
- Qu chung chung: khng gip nhn dng hot ng kinh doanh hoc ngnh cng
nghip cn thc hin trong tng lai.
- Qu rng: n khng thc s ch ra nhng c hi quan trng m qun tr cn la chn
theo ui
V d: Tuyn b tm nhn:
- Microsoft ; Mang quyn lc n cho mi ngi thng qua phn mm tuyt vibt k
thi gian no, bt k ni no, v trn bt k thit b no.
- Intel: Tm nhn ca chng ta: t n mt t my tnh c kt ni khp th gii, hng
triu my ch, v hng ngn t la v thng mi in t. S mng ct li ca Intel hin nay l
tr thnh mt nh cung cp cc khi thit b lm sn (building block supplier) cho h thng kinh t
Internet v thc y cc n lc lm cho Internet tr nn hu ch hn. S kt ni l hin ti. Ni
mt cch y hn s mng ca chng ta l gip m rng nng lc tim tng ca cng ngh
nn tng my tnh c nhn v Internetcho n nay chng ta ch mi chng kin bc u ca s
pht trin cc cng ngh k thut s.
1.2. S mnh (Mision)
Chc nng nhim v hay s mnh ca doanh nghip l mt bn tuyn b c gi tr lu di
v mc ch, n gip phn bit cng ty ny vi cng ty khc. Nhng tuyn b nh vycn c
gi l nhng trit l kinh doanh, nhng nguyn tc kinh doanh, nhng nim tin ca cng ty.
Bn s mnh tuyn b l do tn ti ca cng ty. Theo Drucker, bn tuyn b s mnh
kinh doanh tr li cu hi:Cng vic kinh doanh ca chng ta l g? Chng ta cn phi lm g/
lm nh th no t tuyn b tm nhn?
Trong thc t, cc thut ng s mnh v tm nhn i khi c s dng ln ln, c cng ty
ch tuyn b tm nhn khng tuyn b s mnh v ngc li, c cng ty li ch tuyn b mc ch.
* Ni dung bn thuyt minh v chc nng nhim v doanh nghip cn bao gm nhng
ni dung sau:
- Khch hng tiu th ca doanh nghip l ai?
- Sn phm v dch v cung cp l g?
- Th trng ca doanh nghip u?
- Doanh nghip coi trng vn k thut - cng ngh sn xut nhiu hay t?
- Mi quan tm ca doanh nghip n s pht trin v kh nng sinh li ca doanh nghip
nh th no?
- Trit l kinh doanh (nim tin v u tin): iu g l nim tin c bn, l nguyn vng, l gi
tr v lcc u tin trit l kinh doanh ca doanh nghip?
- T nh gi v nhng nn lc c bit, u th cnh tranh ca doanh nghip l g?
- Doanh nghip quan tm n vic xy dng hnh nh tt p ca doanh nghip trc cng
chng nh th no?
22
- Nhng thnh vin trong doanh nghip c hng nhng quyn li g v vt cht v c
tinh thn?
* Khi xy dng bn thuyt minh cn tp trung tr li nhng cu hi ch yu:
- Chng ta l ai?
- Chng ta phc v ai?
- Chng ta tn ti v mc ch no?
- Nhng vn c bn no ang t ra?
- Ta cn c gng t c ci g?
- Ci g lm cho ta khc bit, c o?
* Vai tr ca bn tuyn b s mnh: Bn tuyn b NVKD ca DN cho php :
- Phn bit DN ny vi DN khc.
- Khun kh nh gi cc hot ng hin thi cng nh trong tng lai ca DN.
- La chn ng n cc mc tiu & chin lc ca DN.
- To lp v cng c hnh nh ca DN trc cng chng x hi, ng thi to ra s hp dn
i vi cc i tng lin quan.
2. XC NH MC TIU CHIN LC
2.1. Khi nim v yu cu ca mc tiu
2.1.1. Khi nim
Mc tiu l cc chun ch, l cc thnh qu mong i m doanh nghip phn u, theo
ui t c trong mt tng lai nht nh khi thc hin Chin lc.
Vic xc nh ng cc mc tiu c ngha rt quan trng i vi s thnh cng ca doanh
nghip, v cc mc tiu ch ra phng hng pht trin, nh gi kt qut c, cho thy nhng
u tin phn b ngun lc, hp tc pht trin, cung cp c s lp k hoch mt cch hiu qu.
Mc tiu c ra xut pht t s mnh ca doanh nghip nhng n phi c biu th
mt cch r rng v c th hn, ph hp vi nhng iu kin, hon cnh bn ngoi, bn trong m
doanh nghip ang i din, ng thi phi p ng c nhng nguyn vng, mong mun ca
cc bn lin quan n hot ng ca doanh nghip.
- Mc tiu chin lc thng c thi hn thc hin kh di, cho nn n thng trng vi
mc tiu di hn. v thng c thi gian khong 2, 5, 10 nm tr ln.
- Mc tiu Chin lc di hn nn S
tpmnh
trung vo nhng vn ln , then cht ca, doanh
nghip nh: th phn, v th cnh tranh, mc li nhun, nng sut, cng ngh, trch nhim vi cng
ca doanh nghip
chc cng ty, c ng, x hi ..
(2)
(3 )
.- Trn c s , cn phn chia v( c
1 )th ho thnh nhng mc tiu ngn hn cho tng thi
k nht nh, thng t mt nm tr xung, nhm tng bc thc hin mc
tiucnh
di bn
hn.ngoi
Hon
Hon cnh bn trong
chin lc
chin lc
Mc tiu
(4)
23
Cc mong mun
ca cc bn lin quan
24
d. Cng ng x hi: Bao gm cc lc lng chnh quyn, on th gii trung gian H thng
i hi doanh nghip c s quan tm ng mc n cc vn nh : nhim mi trng, tit
kim ti nguyn thin nhin, phc li cng ng, trch nhim kinh doanh, trch nhim x hi
Cn nghin cu kt hp gii quyt cc yu cu khc nhau ny trong mi quan h bin
chng v thng nht mi c th lu di cho doanh nghip.
25
CU HI N TP
1. Nu ngha c bn ca tuyn b tm nhn v s mnh?
2. Trnh by cu trc ca tm nhn ?
3. Gii thch vai tr ca mc tiu v cc nguyn tc xc nh mc tiu?
4. Cc bn hu quan l g? Nu kh nng nh hng ca cc bn hu quan n vic xc nh mc
tiu ca cng ty.
26
28
nhng iu kin kinh doanh, c bit trong iu kin hi nhp th nhng nh hng ny cng ln.
Yu t t gi to ra nhng c hi v nguy c khc nhau i vi cc doanh nghip khc nhau, c
bit n c tc ng iu chnh quan h xut nhp khu. Thng thng, chnh ph s dng cng c
t gi iu chnh quan h xut nhp khu theo hng c li cho nn kinh t.
d. Mc lm pht:
Lm pht cao hay thp c nh hng n tc u t vo nn kinh t. Khi lm pht qu
cao s khng khuyn khch tit kimv to ra nhng ri ro ln cho s u t ca cc doanh nghip,
sc mua x hi b gim st v nn kinh t b nh tr. Vic duy tr mt t l lm pht va phi c
tc dngkhuyn khch u t vo nn kinh t, kch thch th trng tng trng.
Ngoi 4 yu t trn, khi phn tch mi trng kinh t Vit Nam ngi ta cn ch phn
tch mt s yu t khc, nh: hat ng xut nhp khu, thu ht vn u t nc ngoi, h thng
thu v mc thu, bin ng ca th trng chng khon..
3.1.2. Mi trng chnh tr v h thng lut php (Political environment and law system)
Mi trng chnh tr bao gm nh nc, php lut v cc hat ng iu hnh ca nh
nc. Hiu mt cch y hn th mi trng chnh tr bao gm h thng cc quan im, ng
li chnh sch ca chnh ph, h thng lut php hin hnh, cc xu hng chnh tr ngoi giao ca
chnh ph v nhng din bin chnh tr trong nc, trong khu vc v trn th gii.
C th hnh dung s tc ng ca mi trng chnh tr v php lut i vi cc doanh
nghip nh sau:
- Lut php : a ra nhng quy nh cho php hoc khng cho php, hoc nhng rng buc
i hi ccdoanh nghip phi tun th. Vn t ra i vi cc doanh nghip l phi hiu r tinh
thn ca lut php v chp hnh tt nhng quy nh ca php lut.
- Chnh ph l c quan gim st, duy tr, thc hin php lut v bo v li ch quc gia.
Chnh ph c vai tr to ln trongiu tit v m nn fkinht thng qua cc chnh sch kinh t, ti
chnh, tin t, v cc chng trnh chi tiu ca mnh. Trong mi quan h vi cc doanh nghip,
chnh ph va ng vai tr l ngi kim sat, khuyn khch, ti tr, quy nh, ngn cm, hn ch,
va ng vai tr l khch hng quan trng i vi doanh nghip v sau cng chnh ph cng ng
vai tr l nh cung cp cc dch v cho doanh nghip, nh : cung cp thng tin v m, cc dch v
cng cng khc
Nh vy, tn dng c c hi v gim thiu nguy c, cc doanh nghip phi nm bt
cho c nhng quan im, nhng quy nh, u tin, chng trnh chi tiu ca chnh ph v cng
phi thit lp mi quan h tt p, thm ch c th tin hnh vn ng hnh lang khi cn thit nhm
to ra mi trng thun li cho hat ng ca mnh.
- Cc xu hng chnh tr v i ngoi: cha ng nhng tn hiu v mm mng cho s
thayi ca mi trng kinh doanh. Do vy, cc nh qun tr chin lc cn phi nhy cm vi
nhng thay i ny.
Nhng bin ng phc tp trong mi trng chnh tr v php lut to ra nhng c hi v
ri ro i vi cc doanh nghip, v d: mt quc gia thng xuyn c xung t, ni chin xy ra
lien mien, ng li chnh sch khng nht qun s l mt tr ngi ln i vi cc doanh nghip.
Xu th ha bnh, hp tc, tn trng quyn t quyt ca cc dn tc ang l xu th ch o hin nay.
Vic nh nc ta thc hin chnh sch n nh mi trng chnh tr v Vit Nam mun l bn ca
tt c cc nc l mt iu kin thun li cho hat ng ca cc doanh nghip.
3.1.3. Mi trng vn ha x hi (Cultural- Social envioronment)
30
- T l tng dn s.
- Cc bin i v c cu dn s (tui tc, gii tnh, dn tc, ngh nghip, thu nhp).
- Tui th, c cu tui tc.
- Hn nhn, c cu gia nh.
- Trnh vn ha.
- Xu hng dch chuyn dn c gia cc vng
Mi trng dn s l mt yu t rt quan trng nh hng n cc yu t khc ca mi
trng v m, c bit l mi trng vn ha x hi v mi trng kinh t. Nhng thay i trong
mi trng dan s s tc ng trc tip n s thay ica mi trng kinh t v x hi, t nh
hng n chin lc kinh doanh ca doanh nghip. Nhng thng tin ca mi trng dn s cng
cp nhng d liu quan trng cho cc nh qun tr trong vic hoch nh chin lc sn phm,
chin lc th trng, chin lc tip th
Dn s trung bnh c nc nm 2010 c tnh 86,93 triu ngi, tng 1,05% so vi nm
2009, bao gm dn s nam 42,97 triu ngi, chim 49,4% tng dn s c nc, tng 1,09%; dn
s n 43,96 triu ngi, chim 50,6%, tng 1%. Trong tng dn s c nc nm 2010, dn s khu
vc thnh th l 26,01 triu ngi, chim 29,9% tng dn s, tng 2,04% so vi nm trc; dn s
khu vc nng thn l 60,92 triu ngi, chim 70,1%, tng 0,63%. T l gii tnh ca dn s nm
2010 mc 97,7 nam trn 100 n. Nm 2009, t l ny l 97,6/100. y l vn ng lo ngi v
s mt cn bng gii tnh trong thi gian ti. Nu khng c gii php hu hiu th rt c th trong
tng lai, nhiu ngi n ng Vit Nam kh c c hi ly c v.
3.1.5. Mi trng t nhin (Natural environment)
Mi trng t nhin bao gm: v tr a l, kh hu, cnh quan thin nhin, t ai, song
bin, cc ngun ti nguyn khong sn trong lng t,ti nguyn rng bin, s trong sch ca mi
trng nc v khng khm bo cc yu t u vo cn thit v mi trng hat ng cho cc
doanh nghip v t chc.
Nhng yu t cn nghin cu:
- V tr a l, iu kin t nhin, kh hu.
- Cc loai ti nguyn, khong sn v tr lng.
- Ngun nng lng.
- Tnh hnh khai thc v s dng cc ngun ti nguyn thin nhin.
- Vn mi trng v nhim mi trng; S quan tm ca chnh ph v cng ng n
mi trng.
Tnh trng mi trng ft nhin: O nhim mi trng ngy cng nghim trng, s cn kit
v khan him ca ngun ti nguyn thin nhin v nng lng; S mt cn bng ca mi trng
sinh thiNhng ci gi m con ngi phi tr cho s xung cp ca mi trng t nhin l ht
sc to ln, kh c th tnh ht c. Ngy nay d lun ca cng ng cng nh s ln ting ca
cc t chc quc t v bo v mi trng ang i hi lut php cc nc phi kht khe hn, nhm
ci to v duy tr iu kin ca mi trng t nhin. Trong bi cnh nh vy, chin lc kinh
doanh ca cc doanh nghip phi p ng cc yu cu sau:
1/ u tin cho s pht trin bn vng pht trin cc hat ng sn xut kinh doanh hoc
dch v nhm khai thc tt cc iu kin v li th ca mi trng t nhin, trn c s m bo s
duy tr, ti to, c bitnu c th gp phn pht trin hn na cc yu t li th ca mi trng t
nhin.
32
2/ Phi c thc tit kim v s dng hiu qu cc ngun ti nguyn thin nhin, c bit
chuyn dn t vic s dng cc ngun ti nguyn khng th ti sinh trong t nhin sang s dng
cc vt liu nhn to.
3/ y mnh vic nghin cu pht trin cng ngh, sn phm gp phn bov mi trng,
mi sinh, gim thiu rti a nhngx tc ng gy nhim mi trng do hat ng ca doanh
nghip gy ra.
3.1.6. Mi trng cng ngh (technological environment)
Mi trng cng ngh - nhng lc lng to nn cc cng ngh mi, to nn sn phm mi
v cc c hi mi.
Nhng yu t cn quan tm khi nghin cu mi trng cng ngh:
- S ra i ca nhng cng ngh mi.
- Tc phtminh v ng dng cng ngh mi.
- Nhng khuyn khch v ti tr ca chnh phcho hat ng nghin cu v pht trin.
- Lut s hu tr tu, bo v bn quyn, tc quyn.
- Lut chuyn giao cng ngh.
- p lc v chi ph cho vic pht trin v chuyn giao cng ngh mi
y l nhng yu t rt nng ng, cha ng nhiu c hiv nguy c i cc doanh
nghip. Trong mt th gii phng vi cuc cch mng khoa hc cng ngh tin nhanhnh v bo,
th mi trng cng ngh c nh hng rt ln n chin lc ca cc doanh nghip. Thay i
cng ngh cho php to ra hng lat sn phm mi vi tnh nng, cht lng vt tri ch trong
mt m, nhng cng chnh nhng thay i cng ngh s lm cho nhng sn phm hin hu b lc
hu, thi hi cng ch sau mt m. Nh vy, s thay i cng ngh bao gm c sang to v hy
dit, em n c c hi v nguy c.
D dng thy rng, nhng thay i trong mi trng cng ngh m ra cho doanh nghip rt
nhiu c hi, c th nu mt s biu hin:
- Cng ngh mi c th to iu kin gip doanh nghip sn xut sn phm r hn, vi cht
lng tt hn, c kh nng cnhtranh cao hn.
- S ra i ca cng ngh mi v kh nng chuyn giao cng ngh mi vo cc ngnh
khc, lnh vc khc, hoc khu vc a l khc c th to ra nhng c hi rt quan trng pht
trin sn xut v hon thin sn phm ngnh/lnh vc/ khu vc a l tip nhn cng ngh mi.
- Nh s ra i ca cng ngh mi c th to ra nhng th trng mi hn cho sn phm v
dch v ca doanh nghip.
Bn cnh nhng c hi, s thay i trong mi trng cng ngh cng c th t doanh
nghip trc nhng thch thc ht sc ln lao, c th:
- S ra i ca cng ngh mi lm xut hin v tng cng u th cnh tranh ca cc sn
phm thay th, e da cc sn phm truyn thng ca ngnh hin hu.
- S bng n ca cng ngh mi lm cho cng ngh hin hu b li thi nhanh chng v
to ra p lc i hi cc doanh nghip phi i mi cng ngh tng kh nng cnh tranh.
- S ra i ca cng ngh mi xut hin nhng ngi mi gia nhp ngnh, lm tng them
p lc cnh tranhcc doanh nghip hin hu trong ngnh. M thng thng, cc doanh nghip n
sau thng c li th trong vic ng dng cng ngh mi hn nhng doanh nghip hin hu trong
ngnh, nn s c kh nng cnh tranh cao hn.
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- S bng n ca cng ngh mi lm cho vng i cng ngh c xu hng rt ngn li, i
hi doanh nghip phi rt ngn thi gian khu hao, rt ngn quy trnh R&D so vi trc.
Khi nghin cu mi trng cng ngh cn lu :
1/ plc tc ng ca s pht trin cng ngh v mc chi tiu cho s pht trin cng ngh
s l khc nhau trong nhng ngnh khc nhau. Cc ngnh truyn thng, in t, hng khng, dc
pm lun c tc i mi cng ngh cao, do , mc chi tiu cho s pht trin cng ngh thng
cao hn so vi ngnh dt, ngnh lm nghip, cng nghip luyn kim.
2/ Mt s ngnh nht nhc th nhn c s khuyn khch v ti tr ca chnh ph cho
vic nghin cu pht trin khi c s ph hp vi cc phng hng u tinca chnh ph. Nu
cc doanh nghip bit tranh th c nhng c hi ny th qu trnh hat ng s thun li hn rt
nhiu.
3.1.7. Mi trng ton cu (Global environment)
Trong iu kin hi nhp v ton cu ha, khng c mt quc gia, doanh nghip no li
khng c mi quan h trc tip hoc gin tip vi nn kinh t th gii, nhng mi quan h ny
ang hng ngy hng gi pht trin mnh m, a dng, phc tp v tc ng ln doanh nghip. V
vy, s l khim khuyt, nu phn tch mi trng v m ca mt doanh nghip mli ch gii hn
phn tch mi trng trong nc m b qua mi trng ton cu.
Mi trng tan cu bao gm mi trng ca cc th trng m doanh nghip c lien quan.
Khi phn tch mi trng v m ca cc t trng ny cng cn phn tch mi trng kinh t, chnh
tr - php lut, vn ha x hi, cng ngh, t nhinS thay i trong mi trng ton cu s
nh hng n quyt nh chin lc ca doanh nghip. V d, trc y, Cng ha Lin bang
c l nc xut khu ln nht th gii, th trong chin lc tham gi chui cung ng ton cu ca
doanh nghip ch tnh n vic chun b nhng iu kin cn thit gia nhp chui cung ng ca
c, Nht, M.Trong na u nm2009, Trung Quc vt cv tr thnh nc xutkhu ln
nht th gii. TRong bi cnh , doanh nghip cn thay i chin lc, nghin cu v chun b c
iu kin gia nhp cc chui cung ng ca Trung Quc.
Tuy nhin, vn nghin cu mi trng ton cue c t ra nhng mc khc nhau
ty theo tng loi doanh nghip v mc hi nhp ca chng. y c th chia ra hai loi:
1/ i vi doanh nghip ch hat ng th trng trong nc: i vi doanh nghip ny
cn nghin cu mi trng ton cu, v:
- Tnh ph thuc ln nhau v nhiu mt gia cc quc gia trong cng ng th gii ngy
cng r rt. V vy, nhng thay i ca mi trng ton cuchc chn s tc ng v lm thay i
cc iu kin mi trng v m v mi trng cnh tranh trong nc. V d, Thi Lan b khng
hong chnh tr, mi trng bt n l c hicho ngnh du lch Vit Nam pht trin. Hng dt Trung
Quc b kin bn ph gi th trng Bc M to iu kin cho cc doanh nghip dt may Vit
Nam, n thm nhp th trng ny. Sa Trung Quc b nhim melamin, to c hi ln cho cc
cng ty sa ln ca Vit Nam tng doanh thu v thu c li nhun ln.
- Trong nhiu trng hp, mc d doanh nghipkhng trc tip quan h vi th trng
nc ngoi, nhng n c th quan h gin tip u vo hoc u ra thng qua vic mua bn mt
loi vt t thit b hoc mt loi sn phm no qua mt doanh nghip khc trong nc. V d,
doanh nghip bn sn phm ca mnh cho cc cng ty xut khu, thng qua nh xut khu cc sn
phm s c bn ra nc ngoi. Khi nhu cu i vi loi sn phm thay i th bn thn doanh
nghip sn xut cng b nh hng.
2/ i vi doanh nghip hat ng trn thng trng quc t.
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Vic phn tch mi trng v m nc ngoi cng thc hin theo logic ging nh phn
tch mi trngv m trong nc, nhng cn ftp trung phn tch k mi trng chnh tr - php
lut, mi trng vn ha x hi, v c th c nhng khc bit rt ln so vi mi trng trong
nc.
Tuy nhin ty thuc vo hnh thc kinh doanh trn thng trng quc t, m mc phn
tch mi trng ton cu ca cc doanh nghip c khc nhau.
3.2. Nghin cu mi trng vi m
Nhin cu mi trng vi m l mt ni dung ht sc quan trng khng th thiu ca qu
trnh qun tr chin lc. Mi trng vi m, cn gi l mi trng cnh tranh/ mi trng ngnh,
l mi trng gn trc tip vi tng doanh nghip, phn ln cc hat ng v cnh tranh ca doanh
nghip u xy ra trc tip trong mi trng ny.
Michael E.Porter, gio s ni ting v chin lc kinh doanh ca trng kinh doanh
Havard, a ra m hnh 5 lc lng cnh tranh, gip cc nh qun tr chin lc phn tch mi
trng vi m, nhn din c nhng c hi v nguy c t mi trng ny. Theo Porter,nm lc
lng cnh tranh l:
- Nguy c nhp ngnh ca cc i th cnh tranh tim nng.
- Sc mnh m phn ca nh cung cp.
- Sc mnh m phn ca ngi mua.
- e da ca cc sn phm thay th.
- Cng cnh tranh gia nhng doanh nghip hin hu trong ngnh.
Sc mnh ca cc lc lng cnh tranh trong ngnh s quyt nh mc u t, cng
cnh tranh v mc li nhun ca ngnh. Theo M.Porter, cc lc lng cnh tranh cng mnh, cng
hn ch kh nng ca cc doanh nghip hin ti trong vic tng gi v thu c linhun cao hn,
ngc li khi lc lng cnh tranh yu s to ra cc c hi cho cc doanh nghip trong ngnh thu
cli nhun cao hn. Chnh v vy, cc doanh nghip cn nghin cu nm lc lng cnh tranh
v cn c vo nhng iukin bn trong ca mnh quyt nh la chn mt v tr thch hp trong
ngnh, nhm i ph vi cc lc lng cnh tranh mt cch tt nht hoc c th tc ng n
chng theo hng c li cho mnh.
Cng theo Porter, tnh cht tc ng ca nm lc lng cnhtranh c th thay i theo thi
gian v b nh hng bi cc c im kinh t, k thut ca ngnh.
3.2.1. Nguy c nhp ngnh ca cc i th cnh tranh tim nng
i th cnh tranh tim nng l nhng i th cnh tranh c th tham gia th trng ca
ngnh trong tng laihnh thnh nhng i th cnh tranh mi. Khi i th cnh tranh mi xut
hin s khai thc nhng nng lc sn xut mi, ginh ly th phn, gia tng p lc cnh tranh ngnh
v lm gim li nhun ca doanh nghip. S xut hin ca i th cnh tranh mi s nh hng
n chin lc kinh doanh ca doanh nghip, v vy, phi phn tch cc i sthtim n ny, nhm
nh gi nhng nguy c do h gy ra cho doanh nghip.
i th cnh tranh mi c th xut hin thng qua cc con ng:
- Xut khu.
- Lin doanh.
- u t trc tip di hnh thc 100% vn nc ngoi.
- Mua li cc cng ty khc trong ngnh.
35
hiu qu vi nm lc lng cnh tranh trong ngnh. Mt chin lc cnh tranh c hiu qu s dng
phng sch tn cng hoc phng th nhm to c v tr c th bo ton c v x l tha
ng nhng nh hng ca nm lc lng cnh tranh.
4. CC CNG C V PHNG PHP NGHIN CU MI TRNG BN NGOI
Qu trnh nghin cu mi trng bn ngoi c thc hin qua cc bc:
- Thu thp v x l thng tin;
- D bo mi trng kinh doanh;
- Lp bng tng hp thng tin v mi trng bn ngoi;
- Phn tch cc yu t mi trng bn ngoi, xc nh cc c hi v nguy c;
- Lp ma trn nh gi cc yu t bn ngoi
- Lp ma trn hnh nh cnh tranh.
4.1. Thu thp v x l thng tin
y l khu ht sc quan trng trong qu trnh hoch nh chin lc ni chung v nghin
cu mi trng bn ngoi ni ring, bi nhng thng tin thu thp c chnh l c s nh gi
v d bo mi trng kinh doanh. chnh xc ca cc d liu ny s quyt nh tnh khoa hc
ca chin lc c hoch nh.
Qu trnh thu thp v x l thng tin c thc hin qua cc bc sau:
Xc nh nhu cu thng tin
Khng
xuyn
thng nh k
S kin cbit
L do thu thp
Bt u khng Phuvj
43
Lin tc
S kin chn lc
H thng rng ri
thng tin v mi
trng
hong
quyt nh
chuyn
v trnh sn
kinh doanh
Tnh cht tc ng
Th ng
Ch ng
Qu kh
Ch yu l hin D bo
ti v qu kh
xut
Ch ng
Di hn
php nh lng c thc hin d dng v t tn km hn, nn phng php ny ngy cng c
s dng rn ri hn.
Mt s phng php khc:
- Phng php thc nghim: Trong phng phpny ngi ta chn mu nghin cu, ri
cn c vo kt qu thu c t vicnghinc u mu suy ra kt qu trong phm vi nghin cu.
- Phng php u vo u ra: phng php s dng u vo u ra biu th mi lien h
qua li gia cc ngnh cng nghip v phn tch s thay i nh th no khi nhu cu ca mt
ngnh cng nghip s c tc ng n s thay i trong nhu cu v iu kincung cp ca ngnh
cng nghip khc lien quan nn. V d: nh sn xut cc linh kin t cn phi xc nh nhu cu
trong tng lai v xe t v k hoch sn xut ca cc nh sn xut t trong tng lai.
- Kch bn nhiu ln.
Trong thc t, c c kt qu d bo vi tin cy cao ngi ta khng nht thit s
dng n nht tng phng php d bom c th s dngphi hp nhiu phng php vi nhau.
Trn c s nhng thng tin thu thp c,lp bng tng hp cc yu t ca mi trng bn
ngoi c nh hng n hat ng ca doanh nghip. Phn tch cc yu t ca mi trng bn
ngoi, xc nh danh mc cc c hi v nguy c. Cn lu : trong giai on ny khng phi v
cng khng th xc nh c tt c mi c hi v nguy c, m phi xc nh cho c nhng yu
t then cht cho thnh cng.
4.3. Ma trn nh gi cc yu t bn ngoi ( EFE Matrix External Factor Evaluation
Matrix)
Ma trn EFE tng hp, tm tt v nh gi nhng c hi v nguy c ch yu ca mi
trng bn ngoi nh hng n doanh nghip. Ma trn EFEgiups cc nh qun tr chin lcnh
gi mc phn ng ca doanh nghip i vi nhng c hi v nguy c, a ra nhng nhn nh
mi trng bn ngoi to thun li hay gy kh khn cho doanh nghip.
Cn thc hin 5 bc trong vic pht trin mt ma trn nh gi cc yu t bn ngoi
(EFE):
- Lp danh mc t 10 20 cc yu t c hi v nguy c ch yu c vai tr quyt nh i vi
s thnh cng hoc ri ro cho cng ty.
- Phn loi tm quan trng t 0,0 (khng quan trng) n 1,0 (rt quan trng) cho mi yu t.
S phn loi ny cho thy tm quan trng tng ng ca tng yu t i vi s thnh cng
ca cng ty. Mc phn loi c xc nh trn c s so snh vi cc i th cnh tranh hoc
bng phng php chuyn gia, tho lun nhm. Cc c hi thng c mc phn loi cao hn
mi e da. Tng s cc mc phn loi c n nh cho cc nhn t ny phi bng 1,0.
- Phn loi t 1 n 4 cho mi yu t quyt nh s thnh cng cho thy cch thc m cc
chin lc hin ti ca cng ty phn ng vi yu t ny. Trong 4 l phn ng tt, 3 l phn
ng kh, 2 l phn ng trung bnh, 1 l phn ng km. Cc h s ny c xc nh bng
phng php chuyn gia da trn kt qu hat ng ca doanh nghip.
Nh vy, s phn loi mc quan trng bc trn da theo ngnh, cn h s phn loi
bc ny lda trn thc trng phn ng ca doanh nghip.
- Nhn tm quan trng ca mi bin s vi mc phn loi ca n xc nh tng s im
quan trng.
- Cng tng s im quan trng theo cc bin s xc nh tng s im quan trng cho t
chc (s im cao nht m 1 t chc c th t l 4, thp nht l 1,0 v trung bnh l 2,5)
46
S
im
quan trng
0,10
0,09
0,04
0,10
0,14
3
2
2
2
4
0,30
0,18
0,08
0,20
0,56
0,09
0,07
3
3
0,27
0,21
0,10
0,12
0,15
4
3
1
0,40
0,36
0,15
1,00
2,71
Bng trn cho thy, ma trn EFE ca cc ca hng bach ha Klinn- Dixie. Trong ma trn
ny, yu t cnh tranh khc lit nhn c mc quan trng 0,15 mc cao nht, iu c
ngha y l yu t bn ngoi quan trng nht nh hng n s thnh cng ca ngnh bn l.H
s phn loi 1 ca Klinn Dixie i vi yu t ny cho thy, cng ty khng ng ph hiu qu vi
yu t cnh tranh khc lit. Tuy vy, chin lc ca cng ty li ng ph mt cch hiu qu vi yu
t s di chuyn ca dn s xung min nam v th trng lo ha. Tng s im 2,71cho
thy, Klinn Dixiechir mc trn trung bnh v vn cc chin lc ca h ng ph c hiu qu
vi cc yu t bn ngoi.
4.4. Ma trn hnh nh cnh tranh
Ma trn hnh nh cnh tranh so snh doanh nghip vi cc i th cnh tranh ch yu,
da trn cc yu t c nh hng n kh nng cnh tranh ca ccdoanh nghip trong ngnh. Ma
trn hnh nh cnh tranh gip cc nh uqn tr chin lc nhn din c nhng i th cnh tranh
ch yu cng cc u, nhc im chnh ca h, ng thi cng thy r c li th cnh tranh ca
mnh v cc im yu km cn khc phc. Ma trn hnh nh cnh tranh l s m rng ca ma trn
EFE trong trng hp cc mc quan trng, h s phn loi v tng sso im quan trng c cng
ngha. Khc vi ma trn EFE, ngi ta c th a vo ma trn hnh nh cnh tranh cc yu t ch
47
-Th phn
-Kh nng cnh tranh
gi
-V tr ti chnh
-Cht lng sn phm
-Lng trung thnh ca
khch hng
Tng s im quan
trng
Mc Cng ty mu
quan
trng
Phn
im
loi
quan
trng
Phn
loi
im
quan
trng
Phn
loi
im
quan
trng
0,20
0,20
3
1
0,6
0,2
2
4
0,4
0,8
2
1
0,4
0,2
0,40
0,10
2
4
0,8
0,4
1
3
0,4
0,3
4
3
1,6
0,3
0,10
0,3
0,3
0,3
1,00
2,3
2,2
2,8
Kt lun: Qua biu trn cho thy tng s im quan trng ca ngi cnh tranh 2 l cao
nht (2,8 im) l i th cnh tranh mnh nht xt theo kha cnh l cc Chin lc ca h ng
ph c hiu qu nht i vi nhn t thuc mi trng v m v vi m. Trong ngnh nghin cu,
th kh nng ti chnh l yu t quan trng nht (0,4). Vi yu t ny, i th cnh tranh 2 l rt
mnh (4), cng ty mu ch mc trung bnh (2), i th cnh tranh 1 th rt yu (1). im mnh
48
c bit ca cng ty mu l cht lng sn phm (4), cc cng ty khc trn mc trung bnh (3).
im yu c bit ca cng ty mu lkh nng cnh tranh gi (1) trong khi i th cnh tranh 1
c 4 im.
49
1.
2.
3.
4.
5.
6.
7.
CU HI N TP
Mi trng bn ngoi? Nhng c im cn lu khi phn tch mi trng bn ngoi?
ngha ca vic nghin cu mi trng bn ngoi?
Mc dch ca vic nghin cu mi trng bn ngoi?
Mi trng v m? Trnh by nhng ni dung cn nghin cu trong mi trng v m.
Mi trng vi m? Trnh by nhng ni dung cn nghin cu trong mi trng vi m.
Ma trn EFE? Bn cht, cng dng ca ma trn ny? Cc bc xy dng ma trn EFE?
Cho v d v phn tch.
Ma trn hnh nh cnh tranh? Bn cht, cngdng ca ma trn hnh nh cnh tranh? Cc
bc xy dng ma trn hnh nh cnh tranh? Cho v d v phn tch.
BI TP THO LUN
Nhm nghin cu vn dng nhng ni dung, phng php v cng c hc tin hnh
phn tch mi trng bn ngoi ca cng ty m nhm la chn chng 1, xc nh cc c hi,
nguy c, lp ma trn EFE v nhn nh v cng ty m nhm nghin cu. Trnh by kt qu trn lp
(power point).
50
Phn tch
mi trng bn
ngoi.
Xc nh c hi
v nguy c
Xc nh
tm nhn,
s mnh,
mc tiu
chin lc
Thit lp
mc tiu
di hn
Thit lp
mc tiu
hng
nm
Phn
phi cc
ngun
lc
Xc nh li mc
tiu kinh doanh
Phn tch mi
trng bn trong.
Nhn din nhng
im mnh/ yu
La chn
cc chin
lc
thc hin
o lng
v nh
gi vic
thc hin
chin
lc
a ra
cc
chnh
sch
Hoch nh
nh gi
chin lc
chin lc
chin lc
51
Vn ha t chc l tng hp nhng nt c trng ca t chc, chi phi nhn thc v hnh
vi ca con ngi trong t chc, cng nhng gi tr, chun mc, n np, tc phong m t chc c
c.
Vn ha t chc c nh hng to ln n cc quyt nh kinh doanh, do s tc ng n
ton b qu trnh qun tr chin lc ca t chc. Nu cng tc qun tr chin lc c th tn dng
c cc sc mnh ca vn ha th nh qun tr c th thng xuyn thc hin cc thay i mt
cch nhanh chng v d dng, qun tr chin lc s mang li hiu qu cao. Ngc li, nu khng
nhn thc c gi tr tim nng ca vn ha, dn n t chc khng c kh nng thch nghi vi
nhng s thay i v tt nhin, qun tr chin lc khng hiu qu.
Theo Fred R. David, phn tch mi trng bn trong ca doanh nghip cn tp trung nghin
cu cc lnh vc hot ng:
- Qun tr.
- Marketing.
- Ti chnh, k ton.
- Sn xut/ tc nghip.
- Nghin cu v pht trin.
- H thng thng tin.
Qun tr
Qun tr c 5 chc nng c bn: hoch nh, t chc, thc y, nhn s, kim sot.
Hoch nh
Hoch nh bao gm tt c cc hot ng qun tr lin quan n vic chun b cho tng
lai. Cc nhim v c th l: d on, thit lp mc tiu, ra cc chin lc, pht trin cc chnh
sch, hnh thnh cc mc ch.
Hoch nh gip cc doanh nghip tng kh nng thc hin cc kt qu nh mong mun.
Hoch nh l nn tng ca qu trnh hnh thnh chin lc c hiu qu.
Hoch nh khng phi l cng vic ca ring cc nh qun tr m i hi phi c s tham
gia ca tp th cn b cng nhn vin trong doanh nghip.
Hoch nh c nh hng nht nh n hiu qu hot ng ca doanh nghip v tng
thnh vin. Nh hoch nh trc m mt s doanh nghip tn dng tt c nhng c hi v
n trnh c nhng e da t mi trng bn ngoi. Cng nh hoch nh ngi ta c c
nhng k hoch pht huy im mnh, khc phc im yu ni ti t c kt qu tt hn
trong tng lai.
Hoch nh gip pht huy tinh thn tp th ca doanh nghip. Bng cch thit lp cc mc
tiu r rng, c th, s tp trung c sc mnh ca c doanh nghip t c kt qu mong
mun.
Hoch nh gip doanh nghip c th thch nghi vi nhng thay i ca mi trng bn
ngoi.
T chc
T chc bao gm tt c cc hot ng qun tr to ra c cu cho mi quan h gia quyn
hn v trch nhim. Nhng cng vic c th l thit k t chc, chuyn mn ha cng vic, m t
cng vic, chi tit ha cng vic, m rng kim sot, thng nht mnh lnh, phi hp sp xp, thit
k cng vic v phn tch cng vic.
54
Marketing
Marketing c th c m t nh mt qu trnh xc nh, d bo, thit lp v tha mn cc
nhu cu mong mun ca ngi tiu dng i vi sn phm hay dch v. Joel Evans v Barry
Berman cho rng marketing bao gm 9 chc nng c bn.
1. Phn tch khch hng.
2. Mua.
3. Bn.
4. Hoch nh sn phm & dch v.
5. nh gi.
6. Phn phi.
7. Nghin cu th trng.
8. Phn tch c hi.
9. Phn tch trch nhim i vi x hi.
Phn tch khch hng
Phn tch khch hng l vic nghin cu v nh gi nhu cu, mong mun ca ngi tiu
th - lin quan n hot ng iu tra v ngi tiu th, phn tch cc thng tin v khch hng,
nh gi cc chin lc nh v th trng, pht trin cc bng m t v ngi tiu dng v quyt
nh cc chin lc phn khc th trng ti u nht.
Mua hng
Mua hng ngha l t c cc ngun lc cn thit sn xut v bn sn phm hay dch
v. Hot ng mua hng bao gm nh gi cc nh cung cp c kh nng thay th, la chn nh
cung cp tt nht, tha thun cc iu kin c th chp nhn vi nh cung cp v tin hnh thu
mua. Cn lu : hi nhp v pha sau, kim sot nh cung cp l mt chin lc cn c la chn
khi cc nh cung cp khng ng tin tng, a ra mc gi cao hay khng c kh nng p ng
yu cu ca doanh nghip.
Bn hng
Vic thc hin chin lc thnh cng thng ph thuc vo kh nng bn sn phm hay
dch v no ca doanh nghip. Bn hng bao gm nhiu hot ng marketing, chng hn nh
qung co, kch thch bn hng, qung co i chng, bn hng cho c nhn ngi tiu th, qun l
lc lng bn hng, quan h vi khch hng v cc nh phn phi. Nhng hot ng ny c tm
quan trng c bit khi doanh nghip ang theo ui chin lc thm nhp th trng.
Hoch nh dch v v sn phm
Hoch nh dch v v sn phm bao gm cc hot ng: Kho st th trng, nh v nhn
hiu v sn phm, bo hnh, ng gi, xc nh cc sn phm c kh nng thay th, c trng ca
sn phm, hnh dng ca sn phm, cht lng sn phm, loi b nhng sn phm li thi v
cung cp dch v cho khch hng. Hoch nh dch v v sn phm c bit quan trng khi doanh
nghip ang theo ui chin lc pht trin hay a dng ha sn phm.
nh gi
nh gi c 4 lc lng quan trng c nh hng n cc quyt nh v gi: ngi tiu th,
chnh ph, cc nh phn phi v i th cnh tranh. i khi mt doanh nghip s theo ui mt
chin lc kt hp v pha trc c c s kim sot tt hn i vi gi c tnh cho ngi
56
Trong chui gi tr, cc hot ng ca doanh nghip c chia thnh 2 nhm: cc hot
ng ch yu v cc hot ng b tr.
Cc hot ng ch yu
Cc hot ng ch yu l cc hot ng lin quan trc tip n qu trnh sn xut kinh
doanh sn phm hoc dch v ca doanh nghip, bao gm: cc hot ng u vo, vn hnh, cc
hot ng u ra, marketing v bn hng, dch v. Nu cc hot ng ch yu c thc hin tt,
s gip doanh nghip gim gi thnh, tng nng sut lao ng, nng cao cht lng sn phm, to
ra li th cnh tranh v tha mn nhu cu ca khch hng ngy mt tt hn l nhng im
mnh vt tri ca doanh nghip.
Cu trc h tng ca doanh nghip
Cc
hot Qun tr ngun nhn lc
ng
h tr Pht trin cng ngh
Phn
li
Vn
hnh
Cc
hot
ng
u ra
Marketing
v bn
hng
Dch
v
Phn
li
Cc hot ng ch yu
Hnh 4.2. Chui gi tr ca doanh nghip.
Cc hot ng u vo
Cc hot ng u vo gn lin vi cc hot ng logistics, nh: t hng, vn chuyn,
giao nhn vt t my mc trang thit b, nguyn nhin vt liu, qun l vt t, kim sot hng tn
kho, thu gom v tr li nh cung cp nhng vt t khng t yu cu, bt c ci tin, hon thin
no trong qu trnh ny u dn ti vic tng nng sut, gim chi ph, v vy, hin nay cc gii
php logistics rt c doanh nghip quan tm.
Vn hnh
Vn hnh bao gm tt c cc hot ng nhm bin i yu t u vo thnh sn phm cui
cng, bao gm cc hot ng ca qu trnh sn xut vn hnh my mc thit b, kim tra cht
lng, ng gi y l b phn c bn ca chui gi tr, nn vic ci tin, hon thin nhng hot
ng ny nhm gp phn quan trng lm tng nng sut lao ng, nng cao cht lng sn phm,
tit kim nguyn vt liu, in nc
Cc hot ng u ra
Cc hot ng u ra bao gm nhng hot ng lin quan n qu trnh phn phi sn
phm n khch hng ca doanh nghip nh: bo qun d tr, qun l hng ha sn phm, x l
59
cc n t hng, vn chuyn, giao nhn sn phm cho khch hng. Cc hot ng ny nh hng
rt ln n mc hi lng v mc gn b ca khch hng i vi doanh nghip. Trong iu
kin cnh tranh khc lit hin nay, cn khng ngng ci tin cc hot ng ny.
Marketing v bn hng
Cc hot ng marketing v bn hng ca doanh nghip xoay quanh 4 vn ch yu: sn
phm, gi c, h tr v cc knh phn phi. Bao gm cc hot ng sau: phn tch khch hng,
hoch nh sn phm/dch v, nh gi, phn phi, nghin cu th trng, thc hin cc hot ng
qung co, khuyn mi, hot ng h tr cho i l, nh bn l v cc hot ng ca lc lng bn
hng.
Dch v
Dch v khch hng bao gm cc hot ng nh lp t, sa cha, hng dn k thut cho
khch hng, cung cp cc linh kin, ph kin, hiu chnh sn phm, gii quyt nhanh chng cc
khiu ni v yu cu ca khch hng. Trong nhiu ngnh cng nghip, khi cc sn phm c gi tr
ln u tin c tung ra th trng i hi phi tn nhng chi ph ln thc hin nhng hun
luyn c bit cho khch hng cng vi nhng dch v tuyt ho km theo, chnh l ro cn xm
nhp to ln i vi nhng ngi mun gia nhp ngnh.
Nhng doanh nghip nh hng dch v c 3 c trng mang tnh nguyn tc: (1) S tch
cc nhit tnh tham gia ca lnh o cao cp; (2) nh hng con ngi mt cch r rng; (3)
Mc cao ca cc o lng v phn hi.
Cc hot ng h tr
Ngoi cc hot ng ch yu lin quan trc tip ti qu trnh sn xut kinh doanh ca sn
phm v dch v, trong chui gi tr ca doanh nghip cn c cc hot ng tc ng mt cch gin
tip n sn phm & dch v, c gi l hot ng h tr. Ty theo c im hot ng ca tng
doanh nghip v thnh phn ca cc hot ng ch yu trong chui gi tr m cu trc hot ng
h tr c th c xc nh mt cch khc nhau. Tuy nhin, dng chung nht ca hot ng h tr
bao gm: qun tr ngun nhn lc, pht trin cng ngh, thu mua v qun tr tng qut.
Mi hot ng h tr va nu li c th c tip tc phn chia thnh nhiu hot ng c
th.
Qun tr ngun nhn lc
Qun tr ngun nhn lc bao gm cc hot ng tuyn dng, hun luyn o to (o to
v o to li), b tr v i ng (lng, thng) cho tt c cc loi lao ng. Qun tr ngun nhn
lc c nh hng n tt c cc hot ng trong chui gi tr.
Pht trin cng ngh
Cng ngh l mt h thng kin thc v quy trnh v k thut ch bin sn phm vt cht
hay thng tin. Pht trin cng ngh bao gm nhng hot ng lin quan n nghin cu v pht
trin sn phm, nghin cu v pht trin quy trnh sn xut, ci tin quy trnh, my mc thit b,
pht trin cc phn mm thit k, iu khin v qun l, ci tin h thng thng tin N gn vi
tt c cc khu trong chui gi tr ca doanh nghip, t u vo cho ti u ra, t pht trin sn
phm v qu trnh cho ti vic nhn n hng, phn phi sn phm dch v ti khch hng.
Tuy nhin, cc nh qun tr cng cn hiu rng: u t vo cng ngh cng c nhng ri ro
ring ca n. Khng ch l nhng khon u t ln phi b ra m cn rt nhiu bt trc lin quan
ti pht trin cng ngh nh: s thay i trong nhu cu khch hng, hin tng n cp cng ngh
ca i th cnh tranh v s thay i ngay chnh bn thn cng ngh
Thu mua, cung ng
60
Mua hng (Purchasing) Thu mua (Procurement) Cung ng (Supply) l nhng bc pht
trin ca nhng hot ng u vo trong chui gi tr ca doanh nghip, bao gm nhiu hot ng
c th.
+ Xc nh nhu cu nguyn vt liu, my mc thit b cn cung cp.
+ Tng hp nhu cu, xc nh lng hng ha thc s cn mua.
+ Xc nh cc nh cung cp tim nng.
+ Nghin cu th trng nguyn vt liu, thit b my mc.
+ La chn cc nh cung cp, tin hnh m phn.
+ T chc thc hin cc hp ng cung ng, t hng, vn chuyn, giao nhn
+ Kim tra, kim sot ton b qu trnh thu mua, cung ng.
+ Nghin cu mi trng bn trong, bn ngoi, hoch nh chin lc v k hoch cung
ng.
Qun tr tng qut
Qun tr tng qut bao gm cc hot ng nh ti chnh, k ton, nhng vn lin quan
n lut php v chnh quyn, h thng thng tin v b my t chc. Qun tr tng qut ng vai
tr h tr cho ton b cc hot ng trong chui gi tr, t cc hot ng ch yu n cc hot
ng h tr khc cn li trong chui.
Ti chnh k ton
Li th cnh tranh c th t c thng qua kh nng huy ng vn t th trng c phiu
v tn dng, t vic thit lp ngn sch ng n, hiu bit v thc hin c hiu qu h thng k
ton, chi ph ph hp, vic qun l danh mc vn u t ca doanh nghip, cc th tc v k ton
chi ph v hot ng lp ngn sch vn c s dng ra cc quyt nh v phn b cc ngun
lc cp doanh nghip.
Nhng vn lin quan n lut php v chnh quyn
Nhng vn lin quan n lut php v chnh quyn i hi cc nh qun tr cp cao phi
tiu tn khng t thi gian v tm sc. X l cc vn ny mt cch hiu qu c th nh hng to
ln ti s tn ti v pht trin lu di ca doanh nghip. V vy, cc doanh nghip cn c b phn
chuyn nghin cu v php l v mi quan h vi chnh quyn, trnh khng xy ra nhng sai
phm v bo v mi trng, mi sinh, trch nhim x hi, v sinh an ton thc phm, bo v ngi
tiu dng
Cc h thng thng tin
Cc h thng thng tin c th c s dng gia tng li th cnh tranh ca doanh
nghip. Nh c h thng thng tin hiu qu cc doanh nghip c thm sc mnh trong cc cuc
m phn vi nh cung cp v khch hng. Cc h thng thng tin cng to ra cc phng tin
cn tr s xm nhp ngnh.
H thng qun l c cu t chc ca doanh nghip
H thng qun l bao gm tt c cu trc v h thng, h tr cho tt c cc hot ng trong
chui gi tr ca doanh nghip. B my t chc cng tinh gin, gn nh th cng gip doanh nghip
hot ng hiu qu. Qu nhiu tng nc trung gian qun l c th cn tr cc nh qun tr cp cao
trong vic quan tm ti nhng tng mi v h thng ph chun phc tp c th lm chm vic
ra quyt nh, c khi l qu mun cho nhng hnh ng hiu qu.
3.3. Nghin cu mi trng bn trong theo quan im ca mt s tc gi khc
61
Vn ha t chc v lnh o
Vn ha t chc c th c xem nh l mt phc hp ca nhng gi tr, nhng nim tin,
nhng gi nh v nhng biu tng m nhng iu ny xc nh cch thc trong doanh nghip
tin hnh cc hot ng kinh doanh. Vn ha t chc c th to ra nhng thun li hoc cn tr
vic thc hin mt chin lc c chn.
Cht lng ca lnh o nhng hot ng ca cc nh qun tr cp cao c nh hng
cc k quan trng n vic hnh thnh v pht trin ca vn ha t chc v n ton b ng
hng chin lc ca doanh nghip.
Mc d phong cch lnh o v vn ha t chc c nhng nh hng quan trng ti vic
thc hin nhim v ca doanh nghip, song cng ging nh danh ting, yu t ny rt kh lng
ha. Cc loi hnh doanh nghip v ngnh khc nhau, nhng thi i khc nhau s i hi phong
cch lnh o v vn ha t chc khc nhau.
Tnh tun th lut php v danh ting
Chin lc th trng sn phm ca mt doanh nghip l nhng hot ng ct li hng
ti mc tiu to v th ca doanh nghip trong ngnh nhm t ti li th kinh t bn vng. Nhng
chin lc chnh tr nhm tng cng tnh hp php v danh ting ca doanh nghip c hng
ti to ra tnh hp php v quan im cng ng c li.
Vic qung co ca doanh nghip thng phn nh nhng tiu chun o c ca n. Cc
qung co c chng minh l sai hoc la di c th gy nhng hu qu nghim trong n tnh
hp php v danh ting ca doanh nghip.
Nhng doanh nghip tun th lut php v c danh ting x hi tt, do cung cp cc dch
v quan trng, cht lng cao phc v cho cng ng hoc ng gp ln cho s nghip an ninh
quc phng ton dn s c hng u i t nhng chnh sch ca chnh ph.
4. PHNG PHP V CNG C NGHIN CU MI TRNG BN TRONG
Tng t nh nghin cu mi trng bn ngoi, qu trnh nghin cu mi trng bn trong
cng c thc hin qua cc bc:
- Thu thp v x l thng tin;
- D bo mi trng kinh doanh;
- Lp bng tng hp thng tin v mi trng bn trong;
- Phn tch cc yu t ca mi trng bn trong, xc nh cc im mnh v im yu;
- Lp ma trn nh gi cc yu t bn trong.
im khc bit trong phn tch mi trng bn trong l phi tin hnh cc kiu so snh
xc nh chnh xc nhng im mnh v im yu.
4.1. Thc hin nhng so snh xc nh im mnh, im yu
nghin cu mi trng bn trong ca mt doanh nghip cn phn tch, m x ton b
hot ng ch yu v h tr trong chui gi tr ca doanh nghip y, bn cnh cn phn tch,
nh gi cc chc nng, b phn, lnh vc hot ng quan trng khc ca doanh nghip. Tuy nhin,
nu ch da trn nhng s liu ca doanh nghip, th nhng nh gi rt d b mang tnh ch quan
sai lch. khc phc khim khuyt , cc nh qun tr thng s dng phng php so snh vi
3 cch tip cn sau:
1. So snh hot ng ca doanh nghip nhng thi k khc nhau (so snh theo thi gian).
2. So snh cc hot ng ca doanh nghip vi nhng chun mc ca ngnh v vi cc i th
cnh tranh ch yu.
63
Bc 2: Phn loi tm quan trng t 0,0 (khng quan trng) n 1,0 (rt quan trng) cho
tng yu t. Tm quan trng ca tng yu t ty thuc vo mc nh hng ca yu t n
s thnh bi ca doanh nghip trong ngnh kinh doanh ca n. Bt k l im mnh hay im yu,
yu t c xem xt c mc nh hng ln nht n hot ng ca doanh nghip s c phn
loi tm quan trng mc cao nht. Tng s cc mc phn loi c n nh cho tt c cc yu t
phi bng 1,0.
Bc 3: Xc nh h s phn loi t 1 n 4 cho tng yu t, h s ca mi yu t ty
thuc vo mc mnh yu ca doanh nghip, trong : 4 - rt mnh; 3 - kh mnh; 2 - kh yu; 1
- rt yu. Cc h s ny c xc nh bng phng php chuyn gia, da trn kt qu nh gi ni
dung mi trng bn trong ca doanh nghip.
Bc 4: Nhn tm quan trng ca tng yu t vi cc h s ca n xc nh s im v
tm quan trng.
Bc 5: Cng tng s im v tm quan trng ca tt c cc yu t xc nh tng s
im quan trng ca doanh nghip.
Tng s im cao nht m mt doanh nghip t c ch c th l 4,0 v thp nht l 1,0.
Tng s im quan trng trung bnh l 2,5. Tng s im quan trng l 4 cho thy doanh nghip rt
mnh v mi trng bn trong, iu cng c ngha l cc chin lc hin hnh ca doanh
nghip pht huy c nhng im mnh, khc phc c nhng im yu ni ti ca mnh.
Ngc li, tng s im l 1 cho thy, doanh nghip yu v cc im mnh v cng khng khc
phc c cc im yu t mi trng bn trong.
V d: Ma trn nh gi cc yu t bn trong (IFE)
Cc yu t ch yu bn trong
Mt
Phn loi
quan trng
S
im
quan trng
0,22
0,18
0,10
2
4
3
0,44
0,72
0,30
0,15
0,30
0,05
3
1
2
0,45
0,30
0,10
65
1,00
2,31
CU HI N TP
1. Mi trng bn trong bao gm nhng yu t no? Nhng im cn lu khi phn tch mi
trng bn trong?
2. ngha ca vic nghin cu mi trng bn trong?
3. Mc ch ca vic nghin cu mi trng bn trong?
4. Ni dung nghin cu mi trng bn trong theo quan im ca Fred R. David?
5. Ni dung nghin cu mi trng bn trong theo chui gi tr ca Michael E. Porter/
6. Trnh by cc bc xy dng ma trn IFE?
66
doanh cc sn phm ca nh cung cp. Cn phn bit c hi nhp hon ton (Full Integration) v
hi nhp tng phn (Taper Integration). Trong , hi nhp hon ton l khi doanh nghip t cung
cp tt c cc vt t phc v qu trnh sn xut ca mnh v/hoc chu trch nhim hon ton trong
vic phn phi sn phm. Hi nhp tng phn l khi doanh nghip khng m nhim hon ton
vic cung ng vt t v/hoc phn phi sn phm.
Mc ch ca hi nhp dc l nhm cng c, m bo v th cnh tranh bn vng ca
doanh nghip.
Mc d mng li nhiu li ch nh vy, nhng hi nhp dc cng c th gy cho doanh
nghip mt s bt li nh sau:
- Bt li v chi ph, khi doanh nghip t m bo ngun cung ng vt t vi mt chi ph
nht nh, th trn th trng xut hin mt ngun cung cp khc vi gi r hn. Trong trng hp
ny, doanh nghip s t bt li hn, nu ch hi nhp tng phn v c th linh hot thay i.
- Thay i cng ngh. Trong trng hp cng ngh thay i nhanh chng, hi nhp dc c
th gy bt li cho doanh nghip, do doanh nghip l u t ln, kh c th i mi cng ngh,
nh s dng cng ngh li thi, dn n mt li th cnh tranh.
- Nhu cu khng n nh. Trong trng hp th trng, nhu cu bt n hoc khng th d
bo c, th hi nhp dc c rt nhiu ri ro. phn tn bt ri ro nn s dng chin lc hi
nhp tng phn.
1.3. Giai on 3: a dng ha, m rng hot ng sang lnh vc kinh doanh mi
Trong giai on 3 hot ng ca doanh nghip s a dng, m rng sang cc lnh vc kinh
doanh mi. Lnh vc mi c th c lin quan, hoc hon ton mi l so vi lnh vc kinh doanh
hin ti ca doanh nghip. Yu t lin quan thng c xem l s ng nht, ging nhau cc
hot ng sn xut, marketing, dy chuyn cng ngh
Thng thng cc doanh nghip chuyn sang giai on ba khi c ngun lc ti chnh d
tha vt mc cn thit duy tr v tng cng li th cnh tranh trong lnh vc kinh doanh
chnh. Ngoi nhng chin lc: a dng ha hot ng ng tm, a dng ha hot ng kt khi,
a dng ha hot ng theo chiu ngang, cc doanh nghip c th s dng cc chin lc: c cu
kinh doanh (Portfolio strategy), ti cu trc (Restructuring), chuyn giao k nng (Transfering
skills), hoc chia s ngun lc (Sharing functions) gip a dng ha cc hot ng, tng cng
chui gi tr, cng c v th cnh tranh ca mnh. Mi chin lc u c nhng u, nhc im
ring, doanh nghip cn cn c vo iu kin c th v hng pht trin trong tng lai ca mnh
c nhng la chn thch hp.
Chin lc c cu kinh doanh
y l chin lc a dng ha cc hot ng sang lnh vc khng c lin quan bng cch
thit lp/ tip nhn nhng n v kinh doanh (SBU) mi, nhng SBU ny c xem l nhng n
v c lp ch chu s gim st ti chnh ca lnh o doanh nghip. Vi vic a dng ha theo
hng ny, lnh o ca doanh nghip gi vai tr:
- n nh k hoch chin lc v cu trc kinh doanh ca doanh nghip a ra quyt nh
tip nhn hoc t b mt SBU no .
- nh ra cc mc tiu ti chnh v theo di, gim st hot ng ca SBU, un nn, chnh sa
nhng sai lch khi cn thit.
- Phn b ngun lc ti chnh gia cc SBU.
Chin lc ti cu trc
68
Ma trn nh gi cc yu t
bn trong (IFE)
Giai on 2: GIAI ON KT HP
Ma trn cc mi
nguy c c hi
im mnh
im yu
(SWOT)
Ma trn v tr
chin lc v
nh gi hnh
ng
(SPACE)
Ma trn
nhm tham
kho kin
Boston
(BCG)
Ma trn cc
yu t bn
trong v bn
ngoi
Ma trn chin
lc chnh
(Grand
Strategy
Matrix)
(IE)
Giai on 3: GIAI ON QUYT NH
Cc im mnh ch yu (S)
1.
2.
3.
Cc chin lc SO
S dng cc im mnh tn
dng c hi.
Cc chin lc ST
S dng nhng im mnh
n trnh nguy c.
Cc im yu ch yu (W)
1.
2.
3.
Cc chin lc WO
Khc phc im yu khai
thc c hi
Cc chin lc WT
Khc phc im yu vt
qua/ n trnh nguy c.
tho lun su v lp danh sch cc chin lc la chn. Sau , cc chuyn gia phn tch, tho
lun su hn v tng chin lc c la chn vo danh sch v tin hnh cho im xp
th t cho cc chin lc.
Thang im c s dng l 1, 2, 3, 4, th hin mc quan tm ca chuyn gia ti chin
lc. Trong , 1 = chin lc khng nn thc hin, 2 = chin lc c th thc hin, 3 = chin
lc c kh nng thc hin tt, 4 = chin lc c y kh nng thc hin tt. Tnh im
trung bnh ca tt c cc chuyn gia cho tng chin lc, trn c s lp danh sch cc chin
lc theo th t u tin v lc ra nhng chin lc tt nht.
Cng vi phng php chuyn gia, cng c quan trng s dng trong giai on ny l ma trn
hoch nh chin lc c kh nng la chn (QSPM Quantitative Strategic Planning Matrix)
Ma trn QSPM
Ma trn QSPM l cng c hu hiu cho php cc chuyn gia c th nh gi mt cch
khch quan cc chin lc c th la chn. Ma trn QSPM i hi s phn on nhy bn, chnh
xc bng trc gic ca cc chuyn gia.
- Bn tri ca ma trn QSPM bao gm cc yu t bn trong v bn ngoi (ly t kt qu phn
tch giai on 1), v hng trn cng bao gm cc chin lc kh thi c kh nng la chn (ly
t kt qu phn tch giai on 2).
- Ct bn tri ca ma trn QSPM gm nhng thng tin c ly trc tip t ma trn EFE v
ma trn IFE. Bn cnh ct cc yu t thnh cng ch yu l ct phn loi tng ng ca mi yu t
trong ma trn EFE v ma trn IFE.
- Hng trn cng ca ma trn QSPM bao gm cc chin lc c kh nng la chn c
rt ra t ma trn SWOT. Tuy nhin, khng phi tt c cc chin lc kt hp c trong phn tch
SWOT u c nh gi trong ma trn QSPM.
CC YU T CHNH
(yu t thnh cng ch yu)
H s
phn
loi
Cc yu t bn trong
Qun tr
Marketing
Ti chnh/ K ton
Sn xut/ thc hin
Nghin cu v pht trin
Cc h thng thng tin
Cc yu t bn ngoi
Kinh t
Chnh tr/ lut php/ chnh ph
X hi/ vn ha/ dn s
K thut
Cnh tranh
73
CC CHIN LC C TH
LA CHN
Chin lc
1
Chin lc
2
Chin lc
3
V TR CHIN LC BN NGOI
S n nh ca mi trng (ES)
Doanh li u t
n cn n
Kh nng thanh ton
Vn lun chuyn
Lu thng tin mt
S d dng rt lui khi th trng
Ri ro trong kinh doanh
Th phn
Cht lng sn phm
Chu k sng ca sn phm
Lng trung thnh ca khch hng
S dng cng sut cnh tranh
B quyt cng ngh
S kim sot i vi nh cung cp v phn phi
Thn trng
CA -6 -5 -4 -3 -2 -1
Phng th
FS
6
5
4
3
Tn cng
2
1
0
0 +1 +2 +3 +4 +5 +6 IS
-1
-2
-3
Cnh tranh
-4
-5
-6
ES
77
Th phn tng i
Cao
1,0
Trung bnh
0,5
Thp
0,0
Cao
+20
Trung
bnh
10
Stars
I
II
Question marks
I
T l
tng
trng
ngnh
Cash Cows
I
III
Dog
IV
Thp
-20
Hnh 5.5. Ma trn BCG.
2(I)
6(S)
3(I)
4(S)
7(H)
5(S)
8(H)
9(H)
1(I)
3,67
S
hp
dn
ca
ngnh
Trung
bnh
2,33
Thp
1,00
5,00
Cao
4,00
3,00
2,00
Trung bnh
V th cnh tranh
1,00
Thp
Tnh
hp
dn
ca
ngnh
Trung
bnh
Thp
Cao
u t
tng
trng
u t
chn lc
tng
trng
Tng
trng
hoc rt
lui
Trung
bnh
u t
chn lc
tng
trng
Tng
trng
hoc rt
lui
Thu
hoch
Thp
Tng
trng
hoc rt
lui
Thu hoch
Loi b
80
Tng
s
im
quan
trng
ca
ma
trn
EFE
Mnh
3,0 4,0
Trung bnh
2,0 2,99
Yu
1,0 1,99
II
II
IV
VI
VII
VIII
IX
Cao
3,0 4,0
3,0
Trung bnh
2,0 2,99
2,0
Yu
1,0 1,99
1,0
3,0
2,0
1,0
81
V tr
cnh
tranh
yu
Gc t II
1. Pht trin th trng
2. Thm nhp th trng
3. Pht trin sn phm
4. Kt hp theo chiu
ngang
5. Loi bt
6. Thanh l
Gc t I
1. Pht trin th trng
2. Thm nhp th trng
3. Pht trin sn phm
4. Kt hp v pha trc
5. Kt hp v pha sau
6. Kt hp theo chiu
ngang
7. a dng ha tp trung
Gc t III
1. Gim bt chi tiu
2. a dng ha tp trung
3. a dng theo chiu
ngang
4. a dng ha lin kt
5. Loi bt
6. Thanh l
Gc t IV
1. a dng ha tp trung
2. a dng theo chiu
ngang
3. a dng ha lin kt
4. Lin doanh
82
V tr
cnh
tranh
mnh
CU HI N TP
1. Trnh by cc giai on hoch nh chin lc cp cng ty?
2. Ni dung, cc cng c v phng php s dng trong cc giai on nhp vo, giai on kt hp,
giai on quyt nh/
3. Trnh by cc bc phn tch ma trn SWOT?
4. Nu ni dung cc bc xy dng ma trn QSPM, ma trn SPACE, ma trn BCG, ma trn GE,
ma trn IE ?
5. Cc bc xy dng ma trn chin lc chnh ca doanh nghip?
83
nghim sn xu sn phm vi chi ph thp, cc cng ty khc li tp trung vo R&D, cng ngh
tha mn nhu cu khch hng v sn phm c o, c thit k v cht lng vt tri. Mt s
cng ty khc li tp trung vo bn hng, dch v hu mi
Nn tng ca chin lc cnh tranh c hnh thnh t s kt hp cc quyt nh v sn
phm, th trng v nng lc phn bit ca cng ty, nhm t c li th cnh tranh so vi cc
i th.
2. CHN LA CHIN LC CNH TRANH TNG QUT
Phm vi cnh tranh
Khc bit ha
Rng
Chi ph thp
nht
Khc bit ha
sn phm
Hp
Tp trung da
vo chi ph
thp nht
Tp trung da
vo khc
bit ha sn
phm
Chin lc tp trung
Khc bit ha sn
phm
Thp (ch yu l gi
c)
Th mnh c trng
Qun tr sn xut v
chui cung ng
Nghin cu v pht
trin, bn hng v
marketing
Bt k th mnh no
(ty thuc vo
chin lc chi ph
thp hoc khc
bit ha)
- V theo ui s khc bit nn cng ty c th a vo nhng chi tit, ph kin hay c tnh
rt tn km nhng khch hng khng cn hoc khng xem trng.
- S thay i trong nhu cu v th hiu ca khch hng.
2.3. Chin lc tp trung
Bn cht ca chin lc tp trung l phc v nhu cu ca mt nhm hay phn khc th
trng no c xc nh thng qua cc yu t a l, i tng khch hng hoc tnh cht
sn phm.
Cng ty s dng chin lc tp trung c th tp trung vo chi ph thp hoc khc bit
ha ch trong phn khc th trng chn, nhm t c li th cnh tranh.
Cng ty s dng chin lc tp trung c mc khc bit ha sn phm thp nu l tp
trung da vo chi ph thp nht, nu l tp trung da vo khc bit ha th mc khc bit
ha sn phm s cao, phn khc th trng thp ch c mt hoc vi phn khc. Ty thuc
vo vic cng ty tp trung theo phng thc no m th mnh c trng s tp trung nhng
khu khc nhau.
Nhng li th khi theo ui chin lc tp trung:
- Li th cnh tranh ca cc cng ty theo ui chin lc tp trung bt ngun t chnh
nng lc cnh tranh ca h - kh nng cung cp sn phm/ dch v c o m i th cnh
tranh khng lm c.
- S trung thnh vi nhn hiu ca khch hng lm gim mi e da t sn phm thay
th v l ro cn vi i th cnh tranh tim tng.
- Cng ty c kh nng to ra sn phm vi mc khc bit cao, p ng nhu cu
khch hng.
- V tp trung mt nhm nh sn phm nn cng ty p ng s thay i th hiu ca
khch hng tt hn, thc hin ci tin, pht minh nhanh hn so vi cng ty thc hin chin
lc khc bit ha trn din rng.
Nhng bt li ca cng ty khi theo ui chin lc tp trung:
- Cng ty vo th bt li vi nh cung cp v lng mua nh.
- Do sn xut vi quy m nh, cng ty khng tn dng c hiu ng quy m ln v
ng cong kinh nghim, v thng c chi ph sn xut cao.
- Cng ty cn u t pht trin nng lc cnh tranh dn n chi ph sn xut cao, li nhun
gim.
- V th cnh tranh c th mt i do thay i cng ngh hoc th hiu ca khch hng.
- Khc cng ty khc bit ha trn din rng, cng ty theo ui chin lc tp trung khng
th dch chuyn mt cch d dng ti cc khe h mi chnh bi s tp trung cc ngun lc v
nng lc cnh tranh ca n vo mt hay mt vi khe h.
- i th cnh tranh tm c nhng th phn con trong th trng mc tiu ca cng
ty theo ui chin lc tp trung v nh bi nhng cng ty ny vi mc khc bit hn,
chuyn bit hn.
- Trong iu kin hin i, khong cch ca s khc bit s dn b thu hp.
2.4. Chin lc phn ng nhanh
Chin lc phn ng nhanh cp ti tc , vi tc ny nhng vn c nh hng
n khch hng nh vic to ra cc sn phm mi, vic hon thin sn phm, hoc ra nhng quyt
87
nh c thc hin mt cch nhanh chng nht. Phn ng nhanh th hin s nng ng ca cng
ty.
Li th cnh tranh khi theo ui chin lc phn ng nhanh:
- Pht trin sn phm mi.
- C th ha sn phm. Khi mc sng ngy cng cao, nhu cu khch hng ngy cng c xu
hng c th ha th s thnh cng ca cc cng ty l c c cc sn phm v dch v ph hp
vi nhu cu rt khc bit ca khch hng.
- Hon thin cc sn phm hin hu.
- Phn phi cc sn phm theo n t hng.
- iu chnh cc hot ng marketing.
- Quan tm n yu cu ca khch hng.
3. CHIN LC CP CHC NNG
3.1. Chin lc marketing
Marketing l mt qu trnh qun l mang tnh x hi gip cho cc c nhn v tp th t
c nhng g h cn v mong mun, thng qua vic to ra, cho bn v trao i nhng sn phm
c gi tr vi ngi khc.
Chin lc marketing l qu trnh t chc chuyn ti mc tiu kinh doanh v chin lc
kinh doanh ca h thnh cc hot ng trn th trng.
Chin lc marketing ca mt t chc l tt c nhng g lin quan n vic pht trin v
thc hin Marketing mix (gm 4P: Product, Price, Place v Promotion; hoc 7P: Product, Price,
Place v Promotion, People, Physical evidence v Process hoc nhiu hn).
3.2. Chin lc ti chnh
Qun tr hot ng ti chnh doanh nghip l tng hp cc hot ng xc nh v to ra cc
ngun vn tin t cn thit m bo cho qu trnh sn xut kinh doanh ca doanh nghip tin
hnh lin tc vi hiu qu kinh t cao.
Ni dung ch yu ca qun tr hot ng ti chnh l hoch nh v kim sot ti chnh, hoch
nh v qun tr cc d n u t, qun tr cc hot ng ti chnh ngn hn, qun tr cc
ngun cung ti chnh, chnh sch phn phi v phn tch ti chnh doanh nghip.
Chin lc ti chnh lin quan n hot ng huy ng v s dng c hiu qu mt ngun vn
ph hp vi yu cu ca hot ng sn xut kinh doanh ca doanh nghip.
3.3. Chin lc nghin cu v pht trin
Nghin cu v pht trin (R&D) nhm pht trin nhng sn phm mi trc cc i th cnh
tranh, nhm nng cao cht lng sn phm, hay ci tin cc quy trnh sn xut nng cao
hiu qu
Chin lc nghin cu v pht trin hng n hon thin v pht trin hot ng R&D, u
t ng mc cho hot ng ny, phi hp mt cch ti u cc hnh thc t chc hot ng
R&D, gia R&D do t chc t thc hin vi R&D theo hp ng vi bn ngoi
3.4. Chin lc vn hnh
Vn hnh bao gm tt c cc hot ng nhm bin i yu t u vo thnh sn phm cui
cng, bao gm cc hot ng ca qu trnh sn xut vn hnh my mc thit b, kim tra cht
lng, ng gi y l b phn c bn ca chui gi tr, nn vic ci tin, hon thin nhng hot
88
ng ny nhm gp phn quan trng lm tng nng sut lao ng, nng cao cht lng sn phm,
tit kim nguyn vt liu, in nc
3.5. Chin lc ngun nhn lc
Qun tr ngun nhn lc l qu trnh sng to v s dng tng th cc cng c, phng tin,
phng php v gii php khai thc hp l v hiu qu nng lc, s trng ca ngi lao ng
nhm m bo thc hin cc mc tiu ca t chc v tng ngi lao ng.
Cc ni dung ch yu ca qun tr ngun nhn lc l cng tc tuyn dng, s dng v pht
trin i ng lao ng.
Chin lc lin quan n ngun nhn lc bao gm: thu ht v gi nhn ti, o to v o
to li nng cao cht lng ngun nhn lc, t chc lao ng khoa hc, i ng hp l
89
CU HI N TP
1. Nn tng ca chin lc cnh tranh l g?
2. Trnh by ni dung ca chin lc chi ph thp nht?
3. Trnh by ni dung ca chin lc khc bit ha sn phm?
4. Trnh by ni dung ca chin lc tp trung?
5. Trnh by cc chin lc cp chc nng ca doanh nghip?
90
Phn tch
mi trng bn
ngoi.
Xc nh c hi
v nguy c
Xc nh
tm nhn,
s mnh,
mc tiu
chin lc
Thit lp
mc tiu
di hn
Thit lp
mc tiu
hng
nm
Phn
phi cc
ngun
lc
Xc nh li mc
tiu kinh doanh
Phn tch mi
trng bn trong.
Nhn din nhng
im mnh/ yu
La chn
cc chin
lc
thc hin
o lng
v nh
gi vic
thc hin
chin
lc
a ra
cc
chnh
sch
Hoch nh
nh gi
chin lc
chin lc
chin lc
- H thng thng tin theo di v gim st thc hin cha bo m v tng xng vi yu
cu.
V vy, khi trin khai thc thi chin lc, ban lnh o cng ty cn tp trung gii quyt
nhng ni dung c bn sau:
- C th ha mc tiu chin lc di hn thnh mt h thng cc mc tiu ngn hn ( mc
tiu hng nm).
- xut cc chnh sch, k hoch hnh ng (marketing, Ti chnh - K ton, Nhim cu
Pht trin v h thng thng tin ni b..).
- nh gi v phn b cc ngun lc c bn.
- Xc nh c cu t chc thch hp.
- Qun tr cc mu thunv vic chng thay i.
- Gn thnh tch v lng thng vi chin lc.
- To ra mi trng vn ha h tr cho chin lc.
- Lm cho qu trnh sn xut/tc nghip thch nghi vi chin lc.
1.2. Thit lp cc mc tiu ngn hn (hng nm)
1.2.1. Khi nim v vai tr ca mc tiu ngn hn
Mc tiu ngn hn l nhng v hot ng c th m t chc cn hng ti v t
c trong mt nm. N thng c biu hin di dng nhng ch tiu c th nh: S tng
trng, th phn, kh nng sinh li, thu nhp, cng ngh, sn phm mi ..
Thit lp h thng cc mc tiu hng nm l rt quan trng v cn thit hng u do hot
ng thc thi chin lc, bi v:
- N to c s v iu kin cho vic phn phi cc ngun lc ch yu : ti chnh, vt cht,
con ngi v k thut
- To nn mt c ch iu hnh hot ng v nh gi hiu qa cng vic ca cc qun tr
vin v nhn vin.
- L cng c ch yu kim sot, iu chnh s tin trin v thc hin cc mc tiu chin
lc di hn
- L c s xc nh nhng vn u tin v quan trng cn c tp trung tho g v
thc hin trc
Cc mc tiu ngn hn cng c th, r rng c ph bin rng ri , cng khai th cng
b m s phi hp hnh ng v thnh cng thc thi ca n.
Mc tiu hng nm cn o lng c, ph hp v c tnh thch thc, nn c h tr
bng nhng ch thng pht tng xng. cn qun trit yu cu; c th v khi lng, cht
lng, chi ph, thi gian v kh nng thc hin.
1.2.2. Qun tr cc mu thun khi xc nh mc tiu
S ph thuc ln nhau ca cc mc tiu v s cnh tranh cc ngun lc c hn thng dn
n mu thun. mu thun l s bt ng gia hai hay nhiu bn v mt s vn nht nh.
Vic ra cc mc tiu hng nm thng a n mu thun v cc b phn, c nhn khc nhau c
nhng nhn thc v mong mun khc nhau, cc chng trnh to ra p lc khc nhau, tnh cch
khng tng hp, khong cch gia cp trn cp di V v vy mu thun cn phi c qun
tr v gii quyt tho ng v li ch chung ca t chc.
93
Trong thc t, gii quyt mu thun ngi ta c th s dng mt trong ba phng php
ch yu sau :
- Lng trnh mu thun: l nhng hnh ng b qua hoc pht l nhng vn bt
ng, vi hy vng mu thun s qua i hoc s t c gii quyt hoc tch ri nhng b phn, c
nhn c mu thun nhau.
- Trung ho mu thun: c th lm gim s khc bit gia cc bn bng cch nu bt
nhng tng ng v li ch chung, dn xp khng ai thy r thng - thua, s dng lut a s
hoc thm quyn cao hn.
- i u vi mu thun: c minh ho bng cch cc bn i ch cho nhau, mi
bn c s nh gi li quan im ca bn kia hoc t chc cc bui hp cc bn trnh by quan
im v cch thc dn xp.
1.3. Xy dng cc chnh sch v k hoch hnh ng
1.3.1. Cc chnh sch
Theo ngha rng, chnh sch l nhng lut l, nguyn tc ch o, nhng phng php, th
tc,quy tc, hnh thc v nhng cng vic hnh chnh c thit lp h tr v thc y cng
vic theo nhng mc tiu ra.
V d: mt s chnh sch c th c ca t chc:
- Khi gi tr hp ng ln n mt mc gii hn no th phi thanh ton bng L/C.
- Ch chp nhn tr chm cho mt s khch hngt mt s tiu chun nht nhdo t chc
ra.
- nh gi ngi lao ng theo cc tiu chun A, B, C,D hng thng, hng qu, nm, trn
c s ngi lao ng s c hng mt mc phc li tng ng.
- Thi gian th vic ca ngi laong l 3 thng.
- Khi mc chi tiu vt qu mt mc nht nh th phi c s ph chun ca cp cao
hn.
- Quy nh gii quyt khiu nai ca khch hng theo mt quy trnh, th tc nht nh
Cc chnh sch to iu kin d dng cho vic gii quyt nhngx vn lp i, lp li v
hng dn vic thc hin chin lc.L cng c thc hin chin lc, cc chnh sch t ra
nhng phm vi, c ch bt buc v nhng gii hn i vi cc hnh ng qun trc th c thc
hin, trn c s s thng/pht cho hnh vi ng x tng ng. Cc chnh sch quy nh r
nhng g c lm v nhng g khng c lm trong qu trnh thc hin mc tiu ca t chc.
Cc chnh sch gip cho cc nh qun tr v cc thnh vinca t chc bit c h mong mun
nhng g v cn lm g, qua lm tng thc hin thnh cng ca chin lc. Chng cng l c s
kim sot, qun tr, to c ch cc b phn trong t chc hp tc, phi hp hnh ng vi
nhau v lm gim thi gian a ra quyt nh ca qun tr vin. Cc chnh sch cng quy nh r
vic g c lm bi ai, v v vy, khuyn khch vic y quyn ra quyt nh cho cc cp qun tr
ph hp, ni cc vn thng xy ra.
1.3.2. Xy dng cc k hoch
a. K hoch
Cng vic tip theo thc hin chin lc l lp v thc hin cc k hoch, k hoch kinh
doanh, ni chung, k hoch ca cc b phn chc nng nh: k hoch marketing, k hoch sn
xut, k hoch ti chnhv k hoch hnh ng ca tng tahnhf vin trong t chc.
94
M hnh ny c hiu qu tc nghip cao nu nhim v c tnh thng xuyn lp li, pht
huy c y nhng li th ca chuyn mn ho, n gin ho vic o to chuyn gia qun l,
c s ch trng n tiu chun ngh nghip v t cch nhn vin
Nhc im : Thng dn n s mu thun gia cc n v chc nng, thiu s phi hp
hnh ng gia cc b phn do chuyn mn ho qu mc v vy cc b phn chc nng thng
cao mnh m t hiu bit cc b phn khc, hn ch s pht trin i ng cn b qun l chung ,
kh xc nh trch nhim v doanh thu li nhun c th cho mi b phn
Gim c ca hng
Trng phng
hng ho
Trng phng
Trng phng
khuyn mi
tn dng
Hnh 7.2. M hnh t chc theo chc nng, nhim v.
b. T chc theo sn phm: c th phn loi i ng nhn s v cc mt hot ng theo cc loi
hoc cc nhm sn phm:
- u im : Quy nh trch nhim v li nhun, doanh s li nhun cho cc bin php
tng i r rng, vic phi hp hot ng gia cc phng ban chc nng hiu qu hn, to kh
nng tt cho vic pht trin i ng cn b qun tr chung, cc bin php c thng qua v
chp thun, c ch nhiu hn n kh nng v th trng ca mnh.
- Nhc im: S tranh dnh v ngun lc gia cc b phn sn xut khc nhau thng
gy gt phc tp, pht trin c t cn b qun tr chuyn trch, mt s Chin lc v nhim v
chung ca cng ty c th b xem nh hay tu thuc vo nng lc ca cn b lnh o b phn.
Gim c ca hng
Qun tr quy
chi
Qun tr
in
Qun tr
kim hon
97
Gim c chi
Nhnh min Ty
Gim c chi
nhnh min ng
Gim c chi
nhnh Ty Nam
d. M hnh t chc theo i tng khch hng: c t chc theo khch hng hoc theo loi
khch hng. N t c s dng nh mt m hnh duy nht hay dng c cu t chc chnh nhng
n thng c s dng cho mt t chc tng th .
- u im : To ra s hiu bit khch hng tt hn, to ra hiu nng ln hn trong vic
nh hng cc n lc v bn hng.
- Nhc im : Tranh dnh ngun lc mt cch phn hiu qu, thiu s chuyn mn ho,
khng thch hp vi cc lnh vc hot ng khc ngoi Marketing v tiu th hng.
Qun tr mi v
Tu
thuyn
Thu mn
Bn l
Tng gim c
iu
hnh
Ch tch doanh
nghip A
Ch tch doanh
Ch tch doanh
nghip B
nghip C
Hnh 7.6. M hnh t chc theo n v kinh doanh chin lc.
f. M hnh t chc hn hp: L m hnh t chc trong kt hp hai hay nhiu m hnh thun
tu ni trn gia tng c cc u im ca m hnh t chc chnh ng thi gim c cc
nhc im ca n.
- u im : Gip x l cc tnh hung phc tp mt cch d dng hn, cho php chuyn
mn ho mt s c cu t chc, c tc dng tt i vi cc hng ln.
- Nhc im: C cu t chc phc tp, d dn n vic hnh thnh cc doanh nghip qu
nh.
Ch tch
Qun tr tn dng
Qun tr b phn sn
xut giy dp
Qun tr b phn sn
xut chi
99
Hnh 7.7. M hnh t chc hn hp.
Qun tr qung co
Qun tr b phn sn
xut trang tr ni
tht
c th hp nht hoc phn ng trc s thay i nhanh chng v cng ngh. Cc hng khai thc
cng ngh.
2. KIM TRA, NH GI TNH HNH THC HIN CHIN LC CHIN LC
2.1. Bn cht ca vic kim tra, nh gi tnh hnh thc hin chin lc
Kim tra nh gi tnh hnh thc hin chin lc l giai on cui cng, mt giai on khng
th thiu trong ton b qu trnh qun tr chin lc.
Phn tch
mi trng bn
ngoi.
Xc nh c hi
v nguy c
Xc nh
tm nhn,
s mnh,
mc tiu
chin lc
Thit lp
mc tiu
di hn
Thit lp
mc tiu
hng
nm
Phn
phi cc
ngun
lc
Xc nh li mc
tiu kinh doanh
Phn tch mi
trng bn trong.
Nhn din nhng
im mnh/ yu
La chn
cc chin
lc
thc hin
o lng
v nh
gi vic
thc hin
chin
lc
a ra
cc
chnh
sch
Hoch nh
nh gi
chin lc
chin lc
chin lc
Thc t cho thy rng, qu trnh qun tr chin lc khc nhau c th dn n nhng kt qu
rt khc nhau : nhng quyt nh chin lc ng n s mang li nhng kt qu tt p, c
gi tr bn vng lu di, ngc li, nhng quyt nh chin lc sai lm c th gy ra nhng
thit hi nghim trng,c th y t chc ri vo tnh trng ph sn, dit vong.Chnh v vy,
cn kim tra, nh gitnh hnh thc hin chin lc, pht hin kp thi chin lc ng
hay sai ? ng sai ch no ? Mc no ? Trn c s tm bin php khc phc thch hp.
Bn cnh , cng chnh nh qu trnh kim tra, nh gi s gip n c, nhc nh mi thnh
vin trong t chc, lun nh nhim v ca mnh, trn c s tp trung sc lc thc hin
thnh cng chin lc c hoch nh.
Chin lc c hoch nh trn c s phn tch mi trng bn ngoi v bn trong, xc nh
cc c hi, ngu c, im mnh, im yu, kt hpcc yu t c xc nh tm ra nhng
chin lc c kh nng la chn v quyt nh la chn chin lc. Nhvy, mi trng bn
101
ngoi v bn trong c phn thc cng nhng d bo, phn on ca cc chin lc gia c
nh hng rt ln n cht lng chin lc c hoch nh. Nhng mi trng lun thay
i v khng ai c th d bo chnh xc c tt c mi s thay i ca mi trng. Khi mi
trng thay i, i hi chin lc cng phi c iu chnh cho ph hp th mi c th m
bo s thnh cng cho t chc. V vy, cn phi kim tra nh gi chin lc pht hin kp
thi nhng thay i,nhng iu cha ph hp, c c k hoch hnh ng ph hp hn.
C nh vy, mi bo m thc hin c cc mc tiu ra, gip t chc lun l ngi chin
thng.
Ngoi ra cn lu , qun tr chin lc l qu trnh tun hon lin tuc. Kim tra, nh gi l
giai on cui ca qu trnh qun tr chin lc thi k trc, song n ng thi l giai
onu cung cp thng tin cho qu trnh hoch nh chin lc cho thi k tip theo. V
vy, nh gi chin lc ca thi k trc c nh hng to ln n cht lng chin lc ca
thi k sau.
2.2. Tin trnh kim tra, nh gi tnh hnh thc hin chin lc
nh gi chin lc cn thc hin nhngx cng vic c bn sau :
- Xc nh nhng ni dung phi kim tra.
- t nhng tiu chun kim tra.
- o lng kt qu thc hin.
- So snh kt qu thc hin vi tiu chun/mc tiu ra.
- Xc nh nguyn nhn ca nhng sai lch.
- Tm bin php khc phc.
2.2.1. Xc nh ni dung kim tra
C ba ni dung cn kim tra:
- Kim tra, nh gi nhng chin lc c hoch nh.
- Kim tra, nh gi khu qun l nhm thc y ton b h thng hon thnh cc mc tiu
chin lc.
- Kim tra, nh gi khu tc nghip nhm xc nh thnh tch ca cc c nhn, b phn
trong t chc / nh gi thnh tch.
a. Kim tra, nh gi chin lc: c tin hnh hai giai on
- Trong qu trnh hoch nh chin lc (giai on ra quyt nh).
- Sau khi chin lc c thc hin.
nh gi chin lc nhm tr li cc cu hi:
- Chin lc ca doanh nghip c c thc hin thnh cng khng?/Cc mc tiu c bn
di hn ca doanh nghip c c thc hin khng?
- Chin lc ca doanh nghip c cn ph hp vi mi trng khng?
- C cn iu chnh chin lc khng? Nu cn iu chnh th phi iu chnh ton b
chin lc hay ch cn iu chnh cc chin lc b phn?
- Nu khng cn iu chnh th kh nng cnh tranh ca doanh nghip s nh th no khi so
snh vi cc i th?
102
Chun b ma trn nh gi yu st
Hat
ngbth
Chun
ma1:trn nh gi yu st
bn ngoi
c iu chnh.
XEM
NHNG
PHN
C BN CA CHIN
LC
bnXT
trong
c iu
chnh.
So snh ma trn nh gi yu t bn
So snh ma trn nh gi yu t
ngoi hin ti vi ma trn c
bn trong hin ti vi ma trn
iu chnh
c iu chnh
Khng
Hat
ng th
3:
THC
HIN
IU
CHNH
Khng
b. Kim tra, nh gi khu qun l /Kim tra, nh gi qu trnh t chc thc hin chin
lc: c ngha l xc nh mc thc hin cc mc tiu nhm thc y cc b phn trong t
chc v ton b h thngtch cc hat ng v hat ng hiu qu hon thnh cc mc tiu
chin lc. ni dung ny, cn c bit quan tm kim tra tnh hnh thc hin mc tiu ngn
hn, mc tiu ca cc phng ban, b phn, cc chnh sch v tnh hnh thc hin cc chnh
sch, tnh hnh v kt qu ca vic phn b cc ngun lc.
Kim tra tc nghip : nhm xc nh thnh tch ca c nhn v cc t i, nhm cng tc.
Mi loi hnh kim tra trn khng phi l mt cng vic ring bit tch ri, m trong thc
t gia chng c mi quan h vi nhau.
Cc yu t kim tra nh gi c th chia ra hai nhm ln : nhn lc v vt lc. Mi yu t
cn c kim tra trn bn phng din : s lng, cht lng, thi gian v chi ph. Mi phng
din kim tra li c thc chi tit ha bng nhng ch tiu c th, v d :khi kim tra chi ph cn
xem xt:
- Chi ph sn xut, phn b trc tip vo gi thnh sn phm, dch v.
- Chi ph ph tr, chi ph h tr cho sn xut c tnh vo gi sn phm.
- Ph bo him
- Chi ph khc..
2.2.2. ra tiu chun nh gi
Sau khi xc nhni dung kim tra, ban lnh o cn nh ra tiu chun kim tra, nh gi mi
kha cnh thnh tch. Nu khng c tiu chun kim tra nh gi th vic kim tra khng th
thc hin c hiu qu c.
Theo Richarch Rumelk, nh gi chin lc cn da vo bn tiu ch :
- Nht qun.
- Ph hp.
- Kh thi.
- Thun li.
nh gi thnh tch mt cch chnh xc, mang li kt qu mong i cn da vo cc tiu
chun c tnh :
- C th, r rng.
- C nhng tiu chun thay th.
- Chp nhn mt sai s cho php.
2.2.3. o lng kt qu t c
Cc phng php o lng kt qu hat ng:
a. nh gi theo cc ch tiu marketing
C nm ch tiu marketingchnh cn nh gi v phn tch:
- Phn tch doanh s bn hng.
- Phn tch th phn.
-T l chi ph marekting trn doanh s bn ra : T l chi ph cho lc lng bn hng/doanh s
bn, qung co/doanh s bn, nghin cu marketing/doanh s bn, chi ph qun l hnh chnh/
doanh s bn.
104
- Tm hiu thi ca khch hng qua thu c cc ch s quan trng v cht, phn nh s
pht trin khch hng (Sdng mt h thng cho khch hng khiu ni v gp , ghi chp s
b v khch hng, tin hnh kho st khch mua hng).
- Phn tch hiu qa : trc ht nhm kim tra hiu qu ca cc lc lng bn hng, cng tc
qung co, khuyn mi, phn phi hng.
Ch s hiu qu ca lc lng bn hng bao gm: s ln bn hng trung bnh trong mt ngy,
thi gian trung bnh mi ln bn hng, doanh s trung bnh ca mi ln bn, chi ph bnh qun
ca mi ln bn hng.
Ch s hiu qu ca cng tc qung co bao gm: chi ph bnh qun tnh trn 1000 khch hng,
ch tiu v thi ca khch hng tr v sau khi tin hnh qung co, s n hng nhn c
sau mi ln qungco.
Ch s hiu qu khuyn mi bao gm : t l % gi tr ca cc phiu trng thng v chi ph
pht sinh so vi doanh s bn ra.
Ch s hiu qu ca cng tc phn phi hng ha bao gm : chi ph cho mi ln giao hng cho
khch hng v s ln giao hng trung bnh trong mt ngy.
b. Cc ch tiu v ngun nhn lc
Phng php nh gi:
- Ch tiu sn xut nhm nh gi s lng hoc chtlngca sn lng hoc kt qu sn
xut (V d : s my in thoi sn xut hoc bn c).
- nh gi v con ngi : s ln ngh vic, i mun, s ln xy ra s c, mc tng lng
- nh gi quan im nhn thc ca cng nhn vin.
c. Cc ch tiu nh gi v kt qu sn xut
- Kim tra trc khi sn xut : nhm xc nh trc cc tiu chun v ch tiu v s lng v
ngun lc a vo sn xut.
- Kim tra trong qu trnh sn xut : l kim tra s lng v thi hn hon thnh sn xut sn
phm, thng c th hin bng tin sn xut.
- Kim tra sau qu trnh sn xut : nhm phn tch u ra ca qu trnh sn xut,bao gm :
phn tch gi thnh, im tra nh lngtheo phng php thng k nhm pht hin cc sn
phm khuyt tt hoc c cht lng thp.
d. Thanh tra
Cng tc kim tra cn bao gm vic nh gi v thanh tra nh k cp b phn chc nng.
Thanh tra l kim tra mt cch c h thng cc b phn cu sthnh ca b phn chc
nng.Nhim v ca vic thanh tra l lm r mt yu km, cc vn vng mc tn ti v cc
c hi tim nng.
2.2.4. So snh vi kt qu t c vi tiu chun ra
Nu khng c vic so snh th vic kim tre mang nng tnh ch quan, hnh thc khng
em li kt qu mong mun. Vic so snh kt qu t c vi tiu chun ra cn gip nng cao
cht lng ca khu xc nh mc tiu, ch tiu, ra tiu chun, v l c s cho vic ra ch tiu
cho giai on pht trin tip theo.
Cn xc nh mc sai lch cho php khi so snh kt qu vi tiu chun ra.Nu kt qu
thc t t c nm gia cc ng gii hn trn v gii hn di, v nu thy khng c xu
hng xu th ban lnh o c th yn tm. Nu kt qu t c nm ngoi hai ng gii hn v
c xut hin xu hng xu th ban lnh o cn phi c bin php khc phc kp thi.
105
106
CU HI N TP
1. S cn thit ca thc hin chin lc?
2. Hy cho bit nhng ni dung c bn ca qu trnh thc hin chin lc.
3. Cch thit lp mc tiu hng nm?
4. Chnh sch l g? Vai tr ca chnh sch i vi qu trnh thc hin chin lc?
5. K hoch kinh doanh l g? Vai tr v ni dung ca k hoch kinh doanh?
6. Qu trnh hoch nh v phn b cc ngun lc?
7. Hy cho bitbn cht v vai tr ca vic kim tra, nh gi tnh hnh thc hin chin lc.
8. Trnh by hiu bit ca anh/ch v qu trnh kim tra, nh gi tnh hnh thc hin chin lc.
107