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CHIN LC KINH DOANH CA SAMSUNG ELECTRONICS

I. GII THIU TNG QUAN V TP ON SAMSUNG


I.1. Lch s hnh thnh v pht trin ca tp on Samsung

Ngy 1 thng 3 nm 1938, tp on Samsung do ng Lee Byung Chull sng lp ti Hn Quc vi s vn ban u ch 30.000 won. Khi u, doanh nghip hot ng nh mt cng ty xut khu nhng sau nhanh chng a dng ha lnh vc hot ng ca mnh v n thp nin 1990, Samsung dn ni ln nh mt tp on quc t a ngnh, tp hp cc cng ty trong cc lnh vc kinh doanh khc nhau, t in t n dch v v ti chnh, t ha cht, cng nghip nng n thng mi dch v

Hnh 1. Tp on Samsung Electronics Co. Ltd ti Hn Quc Samsung Electronics, cng ty in t Samsung (SEC), c thnh lp nm 1969, l mt b phn ln nht ca Tp on Samsung, v l mt trong nhng cng ty in t ln nht th gii. Cng ty in t Samsung c mt hng kinh doanh a dng t cc thit b v phng tin k thut s, cht bn dn, b nh v gii php tch hp h thng. c bit, cng ngh nghe nhn v cc thit b k thut s ca Samsung ngy cng chim gi th phn ln hn trn th trng. Nm 2009, Samsung ginh v tr dn u trong th trng TV LCD.

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Thng qua cng ngh sng to, thit k c o, v tp trung vo c s tin li v gi tr, nm 2010, Samsung ln u tin ginh v tr s mt ti th trng cc sn phm k thut s. Bng cch lin tc tung ra cc sn phm mi, khng ch p ng m cn d on c nhu cu ca khch hng, Samsung to ra cc sn phm v dch v t ph vt xa tng tng ca ngi tiu dng v cc doanh nghip. Khi nhng cng ngh mi lin tc xut hin trn th trng, tc l iu cn thit nm gi 1 v th cnh tranh trong k nguyn cng ngh ngy nay, v vic lin tc dn u nhng th trng mi l iu cn thit. Ngy nay, cc hot ng R&D tr thnh mt li th cnh tranh quan trng ca Samsung tranh ginh v dn u cc th trng mi. Samsung t R&D lm tm im cho tt c nhng vic mnh thc hin thng qua mt h thng 42 vin nghin cu ton cu vi hn mt phn t nhn vin (42,000 ngi). Thm vo , tc l mt b quyt thnh cng ca Cng ty in t Samsung vn c bit n vi thuyt Sashimi trong vn dng nguyn tc lin tc ci tin cng ngh v tung ra sn phm mi lm nn tng chinh phc khch hng. Cc giai on pht trin:
1938-1969 : Thi k u ca Samsung

Vo ngy 1 thng 3, 1938, ch tch sng lp Byung-Chull Lee m mt doanh nghip Taegu, Hn quc, vi 30.000 won. Ban u, doanh nghip ca ng ch yu tp trung vo xut khu thng mi, bn c kh, rau v hoa qu Hn Quc cho Mn Chu v Bc Kinh. Nhng ch hn mt thp nin, Samsung c ngha l "ba ngi sao" trong ting Hn - to lp cho ring mnh my nghin bt, my lm bnh ko, cc xng sn xut v bun bn, v cui cng pht trin thnh doanh nghip ton cu hin i vn cn mang tn cho n ngy nay.
1970-1979 : a dng ha ngnh kinh doanh v hng in t

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Trong nhng nm 1970, Samsung t ra nhng nn tng chin lc cho s pht trin trong tng lai bng cch u t vo cng nghip nng, ho cht, v ho du. Trong thi gian ny, cng ty cng tng bc nng cao v tr cnh tranh ca mnh trong ngnh cng nghip dt th gii, kt hp quy trnh sn xut ca mnh t nguyn liu th cho n sn phm cui cng. Kt qu l, nhiu cng ty mi c thnh lp, gm c Samsung Heavy Industries Company vo nm 1974 v Samsung Shipbuilding v Samsung Precision Company (hin hay l Samsung Techwin) vo nm 1977. Mt bc t ph khc ca Samsung bt ngun t cng vic kinh doanh hng in t gia dng. Samsung Electronics, thi im tr thnh nh sn xut chnh cho th trng Hn Quc, bt u xut khu hng ha ca mnh ln u tin trong khong thi gian ny. Samsung cng mua khong 50 % c phn ti Korea Semiconductor, cng c hn na v tr hng u trong ngnh sn xut cht bn dn ca Samsung Electronics.
1980-1989 : Bc vo th trng ton cu

Cc ngnh cng ngh then cht ca Samsung rt a dng v m rng ton cu trong cui nhng nm 1970 v u nhng nm 1980. Vo nm 1978, Samsung Semiconductor v Samsung Electronics tr thnh cc thc th ring bit. Samsung Aerospace Industries (hin nay l Samsung Techwin) thnh lp vo thng 2 nm 1987, Samsung pht trin cc kh nng khng gian ca mnh vi tc cha tng thy. Samsung cng gia nhp ngnh pht trin h thng, thnh lp Samsung Data Systems vo nm 1985 (hin nay l Samsung SDS) ng u trong dch v cng ngh thng tin, bao gm tch hp h thng, qun l h thng, dch v t vn, v dch v mng. Samsung tng cng tp trung vo cng ngh dn n s hnh thnh hai vin nghin cu v pht trin (R&D) ca cng ty, hai vin ny gip m rng phm vi ca cng ty vo ngnh in t, cht bn dn, ha phm plymer cao cp, kin thit gene, vin thng

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quang hc, khng gian, v cc lnh vc mi trong cch tn cng ngh t cng ngh nano n cu trc mng cao cp. Vo nm 1987, Ch tch sng lp ca Samsung Byung-Chull Lee qua i sau gn 50 nm iu hnh cng ty. Con trai ng, Kun-Hee Lee k nhim ng trong v tr tn Ch tch. Trong giai on ny, Samsung t thch thc chnh mnh c cu li cc hot ng kinh doanh c v bc vo cc lnh vc mi vi mc tiu tr thnh mt trong nm cng ty in t hng u th gii.
1990-1993 : Cnh tranh trong mt th gii k thut bin ng

Nhng nm u thp nin 1990 t ra nhng thch thc to ln cho cc doanh nghip cng ngh cao. Lin doanh, lin kt, v mua li l vic bnh thng trong khi s cnh tranh v hp nht ni ln mnh m. Cc cng ty nm di p lc phi cn nhc v vic bn cng ngh v dch v ca mnh. Cng vic kinh doanh bt u trn qua bin gii gia cc nc v cc cng ty. Samsung tn dng hu ht cc c hi ny bng cch ti tp trung chin lc kinh doanh ca mnh p ng tt hn cc nhu cu ca th trng.
1994-1996 : Tr thnh mt lc lng ton cu

Vo gia nhng nm 1990, Samsung ci cch cng vic kinh doanh ca mnh bng cch n lc sn xut cc sn phm ng cp th gii, mang li s hi lng chung cho khch hng, v l mt doanh nghip tt tt c u nm trong tm nhn "cht lng l trn ht." Trong thi gian ny, 17 sn phm khc nhau - t cht bn dn n mn hnh my tnh, mn hnh TFT-LCD n TV s dng ng phng hnh - c xp vo nhm nm sn phm dn u trn th trng ton cu trong tng lnh vc tng ng, v 12 sn phm khc t c th hng hng u trn th trng trong lnh vc ca chng. v tr S 1 cng c ngha l thc hin ngha v x hi ca doanh nghip, d mc ch l an sinh x hi, bo v mi trng, cc s kin vn ha hay th thao. Thc vy, Samsung tham gia tch cc vo th trng hng th thao, v nh nhng n lc vt
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bc, v ch tch lc , ng Kun-Hee Lee c chn l thnh vin y ban Olympic Quc t (IOC) vo thng 7, 1996, nng cao hnh nh cng ty vi t cch l nh ti tr ch yu cho th thao th gii.
1997-1999 : Tn cng mt trn k thut s

Mc d cuc khng hong ti chnh nm 1997 nh hng hu nh mi doanh nghip ca Hn Quc, Samsung l mt trong s t cng ty c kh nng tip tc pht trin nh dn u cng ngh k thut s v mng cng nh chuyn tp trung vo in t, ti chnh v cc dch v lin quan. Samsung i ph vi cuc khng hong bng cch gim s cng ty chi nhnh xung cn 45 (theo "Quy nh v c quyn v b lut cng bng mu dch "), gim s nhn vin khong 50,000, bn 10 n v kinh doanh, v ci thin tnh hp l ca c cu ti chnh, h t l n 365% vo nm 1997 xung 148 % vo cui 1999.
2000~hin nay : Tin phong trong "Thi i k thut s"

Thi i k thut s mang li s thay i - v c c hi mang tnh cch mng cho kinh doanh ton cu, v Samsung p li bng nhng cng ngh tin tin, cc sn phm cnh tranh, v s i mi khng ngng. Ti Samsung, chng ti xem mi thch thc l mt c hi v tin rng chng ti hon ton nm trong nhng v tr dn u th gii trong ngnh cng ngh k thut s. S n lc tr thnh cng ty hng u ca chng ti mang li cho chng ti th phn ton cu S 1 i vi 13 sn phm, c bit gm c bn dn, TFT-LCD, mn hnh v in thoi di ng CDMA. Hng n tng lai, chng ti ang to ra nhng tin b lch s trong nghin cu v pht trin dng bn dn chung, k c b nh flash v thit b khng phi b nh, cht bn dn ty chnh, DRAM v SRAM, cng nh sn xut ra mn hnh LCD tt nht trong ngnh, in thoi di ng, cc thit b k thut s, v nhiu sn phm khc na. I.2. Tng quan v cng ty Samsung Vina

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c thnh lp vo nm 1996, Samsung Vina l lin doanh gia Cng ty c phn TIE (Telecommunications Industry Electronics Joint Stock Company) v tp on in t Samsung vi tng vn u t hn 36,5 triu USD. Sau 15 nm c mt ti Vit Nam (1996-2011), Samsung c 2 c s sn xut in t cng ngh cao l nh my Samsung Vina ti Th c (TP HCM) v khu phc hp Samsung Electronics Vietnam SEV (KCN Yn Phong, Bc Ninh). Hin nay, Samsung Vina chim th phn s 1 v TV LCD, TV phng, mn hnh my tnh v ng th 2 trn th trng Vit Nam v in thoi di ng. Cc sn phm ca cng ty bao gm: - Sn phm v in t: Tivi mu, u DVD, my quay k thut s, my nghe nhc MP3 v h thng dn my home theatre. - Sn phm gia dng nh: t lnh, my git, iu ha nhit . - Sn phm v in thoi di ng vi kiu dng thi trang v cc tnh nng u vit.

Hnh 4. Dy chuyn sn xut bo mch chnh dnh cho TV LCD v TV LED ti Nh my Samsung Vina Ti Vit Nam, mc ch m Samsung Vina hng ti l tr thnh thng hiu in t c yu mn nht. Trong khi , SEV s tr thnh mt khu phc hp, vi vn u t 1,5 t USD trong giai on 2015-2020 v doanh s ton d n vo nm 2015 d kin khong 16 t USD. Ging nh mt i chn vng chi, vi hai chn l Samsung

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Vina v SEV, mt lo th trng ni a rng ln, mt nh th trng ton cu, Samsung ang ngy cng tin mnh, tin nhanh th trng Vit Nam, vi nhng k hoch ngy mt ln lao hn. I.3. Gi tr ct li Ti Samsung, mt quy tc ng x nghim chnh v nhng gi tr ct li ny l trng tm cho mi quyt nh ca cng ty: Con ngi: Rt n gin, cng ty chnh l nhng con ngi. Ti Samsung, cng ty to mi c hi thun li h th hin ti a nng lc ca mnh. Tnh u t: Mi th lm ti Samsung c chi phi bi mt nim say m xy dng thnh cng vt tri-v s cng hin khng ngng trong vic pht trin cc sn phm v dch v tt nht trn th trng. S thay i:Trong nn kinh t ton cu pht trin nhanh ngy nay, s thay i lin tc v nhng bc t ph ng vai tr quan trng i vi s tn ti ca mt cng ty. Nh thc hin trong 70 nm qua, c th thc y cng ty thnh cng lu di, cng ty lun t ra nhng hng nhn ca tng lai, d on nhng nhu cu v i hi ca th trng mnh phc v. Tnh lim chnh: Hot ng c o c chnh l nn tng kinh doanh ca cng ty. Mi hot ng kinh doanh c chi phi bi mt kim ch nam o c nhm m bo tnh cng bng, minh bch v s tn trng i vi tt c nhng c ng ca cng ty. Cng thnh vng: Mt doanh nghip thnh cng l mt doanh nghip c th mang li s thnh vng v c hi cho ngi khc. D kinh doanh bt c mt cng ng no trn ton cu, Samsung lun phn u l mt cng ty c trch nhim v mt x hi v mi trng.
I.4. S mng

Mi hot ng thc hin ti Samsung c chi phi bi s mng l tr thnh cng ty k thut s digital-Company tt nht.
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Hnh 2. S mng ca cng ty Samsung

Samsung pht trin thnh mt cng ty ton cu bng cch i din trc tip vi cc th thch, nhng con ngi ca Samsung xy dng nhng tng sng to pht trin cc sn phm v dch v ng u trn th trng. I.5. Mc tiu Samsung t mc tiu tr thnh mt trong 10 cng ty hng u th gii vi doanh s 400 t USD/nm, l thng hiu dn u v cng ngh v phong cch sng, nm trong top 5 bng xp hng 100 thng hiu tt nht th gii ca Interbrand n nm 2020. Samsung vch 3 phng php chin lc trong vic qun l, l Sng to, Quan h i tc v Ti nng c th t mc doanh thu 400 t USD v tr thnh mt trong nm thng hiu hng u trn th gii n nm 2020. Samsung quyt tm s tr thnh mt cng ty dn u y sng to ti nhng th trng mi v mt doanh nghip hng u trong tng lai. Samsung hng n mc tiu pht trin cc cng ngh ti u v nhng quy trnh hiu qu nhm to ra nhng th trng mi, lm phong ph cuc sng con ngi, v khng ngng gip Samsung tr thnh mt nh doanh nghip hng u c uy tn trn th trng.
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I.6. Tm nhn Samsung vn hnh theo mt tm nhn duy nht l dn u xu hng hi t k thut s. Samsung tin rng, ngy nay, thng qua s i mi cng ngh, Samsung s tm ra cc gii php cn thit gii quyt nhng th thch trong tng lai. Tm nhn ca Cng ty in t Samsung trong thp k mi c nu r trong tuyn ngn Khi ngun cm hng, sng to tng lai. Tm nhn ny c phn nh trong cam kt ca Cng ty in t Samsung trong vic khi ngun cm hng cho cng ng, da trn ba th mnh chnh ca Samsung l Cng ngh mi Sn phm mi Gii php sng to v trong vic qung b nhng gi tr ny ca Samsung n vi ba nhn t chnh trong mi quan h ct li ca Samsung l Ngnh cng nghip i tc v Nhn vin.

Hnh 3. Tm nhn ca cng ty in t Samsung

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II. CHIN LC KINH DOANH CA SAMSUNG ELECTRONICS II.1. CHIN LC HT PHN NGN THUYT SASHIMI
II.1.1.

Hon cnh ra i: Nm 1997, chu tri qua mt cn bo ti chnh. Vo thi im Samsung

l mt trong nhng nh sn xut DRAM chip ln nht th gii. Nhng gi DRAM suy gim trong nm trc v doanh thu cng nh li nhun ca nhng nh sn xut mt hng ny trn th gii tt gim nghim trng. D vy nu Samsung dng u t cho qu trnh sn xut mi th cng ty s mt th trng v mt vai tr nh dn u cng ngh. Trc bi cnh , cuc hp kn ca ban lnh o Samsung trong vng 5 gi ng h, vi s ch o ca Ch tch HQT Lee Kun Hee, a ra quyt nh, hng s tin ln pha trc. Quyt nh ny da trn nhng phn tch ca ng Lee v tnh hnh th trng khi ng cng du sang Nht Bn, ng nhn thy nhiu cng ty sn xut chip ti nc ny gii ngh v thua l hoc dng u t li do thiu ti chnh. Samsung nhn thy mt c hi vt ln. Samsung quyt nh khng pht trin cc phn mm bn quyn v cc chng trnh nh m nhc, phim nh hay video game, vn l th mnh ca cng ty ny. Chin lc ca Samsung l tp trung vo phn cng v cc thit b, v cng tc vi cc nh cung cp chng trnh ph hp, chuyn t cng ngh analog sang cng ngh k thut s. Vi nhng thay i ny Samsung vt qua khong cch cng ngh vi nhng ngi khng l trong lnh vc ny nh Mitsubishi, Sony, Philips, Motorola v Sharp. Trc tnh hnh kh khn, u tin Samsung thc hin chin lc ct gim hng tn kho. Trong khi tt c cc tp on, cng ty trn th gii u kht tin mt, m hng li , doanh thu thp. Yun Jong- Yong, Tng gim c Samsung rt quyt on, i tin phong trong vic h gi t ngt cc sn phm ca mnh. Ch v nhanh

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hn cc i th m Yun Jong-Yong thu v 2 t Euro tin mt gii nguy cho tp on. ch mi l nhng thay i ban u, ng Yun cn tm cch tng gi bn trong giai on ny. ng ni: Chng ti thua l ln vi nhiu sn phm trong nm 1997, ti tnh rng nu chng ti tng gi bn ln 10% th s li c 600 triu USD. Do ti bt u ngh v chnh sch gi mi cho gi tr ca sn phm chng ti sn xut. Vi suy ngh , Samsung quyt nh ti to li hnh nh thng hiu nh mt nhn hiu cao cp. Samsung s t b hon ton nhng sn phm cp thp, cho d nh vy l b qua c hi d dng c doanh s cao. Vi tm nhn nh vy, Samsung la chn chin lc ht phn ngn hay cn gi l Sashimi thc hin cc mc tiu ca mnh. Thuyt Sashimi c ly tn t mt mn gi c ni ting ca ngi Nht Bn m thnh phn chnh l hi sn ti sng. C lm mn Sashimi c bt bng cc dy cu ring bit, ngay sau khi bt c c, ngi ta dng mt ci inh nhn m xuyn c c lm cho c cht ngay lp tc, sau xp c vo xay. V c cht qu nhanh nh th nn tht n ch cha mt lng rt nh axt lactic, do tht c p s gi tui c khong 10 ngy m khng b un, ngc li nu c cht t t th cht lng s gim st. Khi nhng con c u tin c cu ln, n rt t v c bn vi gi cao cho cc nh hng sang trng. Hm sau, s c ch bn cn na gi cho nh hng loi trung v c nhiu nh hng s dng lm thc n hn. Hm sau na, s c cn li cn gi v ch bn cho nh hng loi thng. S c cn li s c coi l c cht v chng c my ngi tr gi. V vy, b quyt thnh cng trong th trng in t chnh l vic lin tc tung ra cc sn phm mi v hin i. Cch lm ny s gip bn lin tc bn c gi, c gi l thuyt Sashimi.
II.1.2.

Ni dung thuyt Sashimi:

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Ni dung chnh ca chin lc ht phn ngn hay cn gi l thuyt Sashimi l phi i trc v dn u th trng. Nu khng i trc th phi i nhanh hn i th, h trn th trng c sn phm mi no th Samsung cng phi sn xut ra c th v ng thi phi sn xut tht nhanh, tht nhiu nh c th. Theo , khi l mt trong nhng nh sn xut u tin th Samsung s ht ht nhng khch hng lm tin, chu chi, sn sng mua ngay mt sn phm mi hay mt mu m mi. C th Samsung khng phi l ngi ngh ra sn phm trc tin nhng phi l ngi nhanh chn tung ra th trng sn phm vi s lng ln. Rt nhiu i gia trong cc lnh vc in thoi di ng v in t dn dng git mnh trc c chiu ny ca Samsung. Giai on ht phn ngn ny c thi gian sng rt ngn nhng t sut li nhun thng mai li v cng cao. C th gp 2, gp 3 hay hn th cho giai on sau khi phi cnh tranh vi nhiu i th hn, ng thi i tng khch hng cng khng phi l khch sp nh trc. B mt thnh cng trong lnh vc in t gia dng l a ra nhng sn phm hin i nht trong cuc cnh tranh. Bng cch bn c th bn c vi gi rt cao - cho n khi nhng i th khc ui kp v sn phm khng cn l hng c na. ng Yun cho rng: "Trong kinh doanh, tin s c sinh ra nu chng ta gim thi gian ca qa trnh sn xut - tiu th mt sn phm mi. Nu thi gian a sn phm mi n cho khch hng sm hn mt tun, doanh thu s tng khc hn. Cn nu sn phm ca bn c mt trn th trng mun mt hai thng th tr chi kt thc ri game over!". Do c th sn phm cng ngh cao cng tn kho lu th gi thu v trn th trng cng gim. Bng cch gim mnh thi gian gia sn xut v tiu th mt sn phm, Samsung c th thu c mc gi bn cao hn. Bn thn Tng gim c Samsung c ln trc tip i kho st tm hiu m hnh qun tr, iu hnh ca General Electrics, tp on ln nht th gii ca M, chuyn v in v in t gia dng.

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Khi bt chc hay hon thin xong mt sn phm mi, ng cho sn xut i tr ngay lp tc vi s lng ln v trong thi gian tht nhanh. C th ni y l mt s to bo n liu lnh ca Yun Jong-Yong nhng ng thi cng chnh l b quyt thnh cng quan trng nht ca Samsung. Cc nh sn xut khc thng ch sn xut th thm d th trng trc khi sn xut i tr nhng Samsung th khng vy. ng Tng gim c Yun Jong-Yong h lnh tt c cc xng sn xut ca Samsung hot ng ht tc lc ngy m c 7 ngy ca tun ht ht cc khch sp chu chi trn th trng. Sau t t a ra chin lc h gi bt ng thu ht nhng khch thuc tm c thp nht. D c t n u, Sashimi ch ngon nht khi cn ti, mt ngy th mn n tr nn km ngon, r tin, v thm mt ngy na th nh vt b. Yun gii thch: Trong thi k in ton, nhng hng i sau rt kh ui kp. Gi sang k nguyn s, tc s quyt nh tt c v hng tn kho cng nh Sashimi lu, lun c hi. Trn thc t Samsung p dng rt tt bi hc t l thuyt Sashimi. Samsung lin tc tn cng th trng ton cu bng cc loi in thoi di ng, TV mn hnh rng, chip memory v my nh, my quay hin i nht vi gi c cng thuc hng cao nht trn th trng. Nh vy, thuyt Sashimi ch l mt ci tn gi cho ton b chin lc nh hng pht trin ca Samsung. Nhng thnh cng m Samsung c c hon ton da trn nhng phn tch v d bo chnh xc v tnh hnh th trng, phn tch k mi trng bn trong v bn ngoi la chn cho mnh chin lc ph hp. II.1.3. V d v thnh cng ca Samsung khi ng dng Thuyt Sashimi II.1.3.a.Thnh cng ca full HD-3D LED-TV series 9000 ti th trng M. Samsung chng t vi th gii rng h l mt trong nhng cng ty dn u v cng ngh trong ngnh cng nghip in t, i vi th trng th gii ni chung v th trng M ni ring. Vi nhng tin b v cng ngh m h ang nm gi trong thi im hin ti, Samsung lun l cng ty tin phong v cng ngh. Mt trong nhng thnh cng ca h trong thi gian gn y nht l TV 3D. Chic TV 3D c tung ra

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th trng ln u tin vo thng 3/2010, em n nhng nh hng to ln ti th trng TV M, m ra mt k nguyn mi. Kt qu t c Sau nhng c gng v n lc mit mi ca mnh trong lnh vc TV ti th trng M, Samsung thu c nhng kt qu ng k. Hin nay, h ang chim gi khong 60% th trng TV 3D ti M, ng thi, mang danh hiu nhn hng TV 3D u tin. Ch trong vng 6 thng u nm 2010 k t khi tung ra sn phm mi, Samsung bn c mt triu TV 3D. Thng 10 nm 2010, SE trin khai hng lot cc hot ng gii thiu sn phm mi v t c thnh qu 88% th phn tivi 3D M. Doanh thu mi nm t ln n hng trm triu la.

Phn tch thnh cng ca TV 3D series 9000 ti M 1. Chin lc Sashimi i vi TV 3D full HD ti M. Mi trng kinh doanh M vi dn s ng th 3 th gii (313,076,000 dn nm 2011) vi nhiu sc tc khc nhau, to nn nhu cu phong ph, a dng. Bn cnh s phn ha giu ngho r rt to nn nhiu phn khc v thu nhp khc nhau. Thi quen tiu dng ca ngi M rt ng lo ngi trong vic chi tr tiu dng nhiu hn s tin h kim c. Nhng li l c hi cho cc nh sn xut. L mt t nc cng ngh cao, nn vng i sn phm cng ngn hn, cc cuc cch mng cng ngh khng ngng din ra ni y. V vy, vi sn phm cng ngh cao, ln u tin xut hin trn th gii TV 3D 9000 ca Samsung, s to 1 du n v cng ngh, thu ht khch hng. Vi c im mi trng kinh doanh nh vy ca M, nm c tm l khch hng, Samsung p dng chin lc Sashimi i vi TV 3D ti th trng M v gt hi nhiu thnh cng. Samsung to ra sn phm TV 3D full HD u tin trn th gii, i tin phong, nhm vo phn khc cao cp (khng i th). Mt chic TV 3D u tin khi tung ra th trng c gi 5.999 USD, vic ht phn ngn ca Samsung thnh cng khi trong vng 6 thng, s lng TV 3D c bn ra khong 1 triu chic ti M. Sau Samsung bt u a gi v thp hn, phn chia cc sn phm ca mnh theo mt mc gi t 1.200 7.000 USD. Ngoi ra, Samsung cn a ra cc chng trnh u i c bit sau mt thi gian sn phm xut hin trn th trng: nu bn mua TV Samsung 3D chnh hng t mt nh bn l c tham gia chng trnh, bn s nhn c 2 cp knh 3D (model SSG-3100GB) min ph, trc tip t nh bn l. Ngoi ra, gn y

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Samsung cn h gi hon ton tt c nhng g lin quan n knh 3D ca h. Pin vn hnh knh 3D nay ch cn mc gi 50$ USD. 2. Nguyn nhn thnh cng S thnh cng ca TV 3D 9000 ca Samsung l chin lc pht trin sn phm ph hp vi tm nhn s mng cng ty l Thc y th gii, kin to tng lai), ph hp vi mi trng bn trong ca cng ty l i ng R&D hng hu, mt SCM vng chc,... v ph hp vi iu kin bn ngoi l nc M, quan trng hn ht l ph hp vi tiu dng ngi M, v vic la chn phn khc cao cp, i u trong cng ngh gip cho Samsung vt qua cc i th ca mnh:
-

Samsung mnh dn v nghim tc u t vo R&D lun dn 3D ngy u pht t vo trin nhng u. cng ngh. H cng ngh TV

Samsung c mt ngun nhn lc tt gip h a ra nhng nh hng ng n ny. Lun l ngi i Nm u trong 2011, cng ngh TV. Samsung b ra 8,7 t USD cho

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mng v

R&D Panasonic

trong khi Sony ch ln lt b ra 5,5 v 6,6 t USD.


- Samsung thu hiu th trng M, hnh vi ca ngi M. H l nhng ngi

thch cng ngh v h sn sng chi tr cho s thch ca mnh. V li th ca Samsung l c 6 trung tm thit k ca hng ti ba khu vc: chu , M v chu u. Nhng mu TV c kiu dng c o ca Samsung rt ng b vi tro lu thit k ni tht hin nay. Ngi tiu dng ngy cng thch dng TV kch c ln nh l vt tr ni tht trong phong khc. V th, cc nh thit k phi n s kho lo v phong cch trong kiu dng TV, Kang Yun, G thit k ca Samsung, nhn mnh. Tuy nhin, h l nhng ngi tiu dng thng minh, v ng trc tnh hnh kinh nh t ca kh h khn th quyt cng c xem xt k cng hn. l l do Samsung qua mng bn hng ch yu gim chi ph v cc ca hng

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bn l chuyn cho in t, ni ngi tiu dng c t vn k cng nht, ch khng phi l ti cc ca hng bn l i tr nh Walmart. l mt chin lc phn phi khn ngoan v thng minh. H thng qun l dy chuyn cung ng sn phm Samsung (SCM) gm 70 thnh cui thng chuyn tun, vin. h dy cung Trong hai ngy ca

ng lp d bo doanh s hng tun, hng thng v hng qu da trn doanh s, quy trnh sn xut v
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vic pht trin sn phm ca tun trc . Vic lm ny ging mt nh l ngi

nhc trng, SCM gip ton b b phn hot ng mt cch ng b, hi ho vi nhau (ng Lee pht biu). H thng SCM chnh l v kh quan trng nht gip Samsung chim v tr tr hng u trong ngnh vi vt ln sc mt ca cng cnh c Nht nghip in t tranh khc lit, nhng tn tui Bn, nh Sony, Matshushita v Sharp. -Samsung c li th xut xng lot sn phm ng thi trn ton b th trng th gii. Vic ra mt cc sn phm mi vo nhng thi im khc nhau lm tng chi ph
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marketing v gim s thu ht vi ngi tiu dng. Cn nu cng tung mt lot sn phm vi nhiu kch c v cng ngh khc nhau th chc chn s thu ht c nhng cp mt t m ca ngi tiu dng. Bn cnh , Samsung cn c mt chin lc xy thng xuyn dng hiu sut.

thng nht v Chin lc ny c pht trin bng cc chin thut, qung co trn cc phng tin thng tin i chng. Vi chin dch qung co di bom, chu chi, Samsung nh v thnh cng hnh nh ca cng ty gn vi TV 3D, vi cng ngh TV hng u. II.1.3.b. Thnh cng ca Samsung trn th trng smartphone Trung Quc

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Nm 2008, Th phn ca Samsung th trng smartphone ca Trung Quc ch l 2,5% v ch ng v tr th 4. ng u th trng l Nokia vi 69,3% th phn. Nm 2010 th phn ca Samsung tng ln 9,2% ng v tr th 3 sau Nokia v HTC.
Hnh 5. Th phn ca smartphone ti th trng Trung Quc nm 2010

n qu 4 nm 2011 Samsung vt ln mnh m tr thnh nh cung cp smartphone ln nht th trng Trung Quc vi 24,3%. V Samsung tip tc dn u th trng smartphone th trng Trung Quc nm u nm 2012 ( hinh 4)
Hnh 6. Th phn ca smartphone ti th trng Trung Quc nm 2011

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y l mt thnh cng vt rc r ca Samsung ti th trng Trung Quc ni ring v trn binh din th gii ni chung. S thnh cng y c c l nh cc chin lc thng minh v s thc thi cc chin lc mt cch nghim tc. Nguyn nhn dn n thnh cng rc r ca Samsung th smartphone Trung Quc Vi chin lc Sashimi, Samsung tp trung nhiu vo u t cng ngh lun dn u th trng vi cc sn phm mi c tnh nng u vit. a dng ha sn phm ph hp vi nhu cu ca th trng. Samsung hiu rt r tim nng ln ca Trung Quc v h hiu c y l mt th trng c nhiu phn khc khc nhau nn h a dng ha sn phm p ng c nhu cu khc nhau ca th trng. Smartphone ca

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Samsung khng ch c galaxy note c th cnh tranh song phng vi Iphone m cn c nhiu sn phm cc mc gi khc nhau cnh tranh vi cc hang khc. y l mt chin lc rt thng minh ca Samsung. Samsung hiu rng th trng Trung Quc khng ch c iphone ca Apple m cn c nhiu smartphone ca cc hang khc c bit l cc dng smartphone gi r ca cc cng ty Trung Quc nh: Huawei, ZTE, Levono, Xiaomi. Smartphone ca Samsung khng ch p ng c cc nhu cu khc nhau ca th trng m ph hp vi cc cng ngh ca cc nh mng Trung Quc. Smartphone ca Samsung c phn phi bi c 3 nh mng Trung Quc l China Mobile, China Telecom v China Unicom. Nh smartphone ca Samsung c th ph khp trn lnh th Trung Quc. Sn xut ti i phng. Trung Quc, Samsung c 3 cng ty sn xut in thoi l Tianjin Samsung Communication Technology, Shenzhen Samsung Kejian Mobile Telecommunication Technology and Huizhou Samsung Mobile Communication. Nh , Suamsung khng ch c th p ng nhanh nhu cu ca th trng m gim c chi ph nh gi nhn cng cnh tranh v chi ph vn chuyn thp. Mt khc, Samsung hiu r chin lc thng hiu cn xy dng trn c s tnh nng sn phm to s khc bit vi ngi tiu dng. Cc qung co ca Samsung vn lun ch trng iu ny. l l do v sao thng hiu smartphone ca Trung Quc c th t c cc thnh cng ti th trng th gii ni chung v th trng Trung Quc ni ring. Cc chin lc thng hiu cng cn s tng tc vi ngi tiu dng. S hng ng vi hot ng Samsung Mobile Explorers ti Trung Quc l mt v d in hnh cho iu ny.

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III. SAMSUNG VIT NAM, 15 NM DT NN THNH CNG.


III.1) Chin lc Samsung Vina trong bi cnh Vit Nam hin ti:
- Vit Nam l mt th trng y tim nng cho cc cng ty nc ngoi. c bit

trong nhng nm 90, khi cc mt hng in t c s dng nhiu v ngy cng quan trng trong i sng ngi dn Vit Nam. Th trng Vit Nam c c th ring so vi th trng khc. Mt c th ni bt nht l mc d thu nhp ca ngi Vit Nam thp, nhng xu hng tiu dng ca ngi Vit Nam li mun s hu mt mn tt nht, chc nng kiu dng tt nht, thng hiu vng mnh nht, chp nhn "tin no ca ny". V ging nh nhiu cng ty khc, Samsung Vina s phi gp nhiu kh khn ban u khi a sn phm vo th trng Vit Nam bi lng trung thnh ca khch hng ang b chim lnh bi cc thng hiu ni ting ca Nht Bn nh Sony,Toshiba ... Khng th ph nhn v th ng u ca cc sn phm Nht Bn trong mt ngi tiu dng Vit Nam vo thi im . Mun to ra mt s thay i, mun hnh thnh mt thng hiu cnh tranh vi cc cng ty Nht Bn l vn khng h n gin. - Nm bt c iu , cng ty in t Samsung Vina - c thnh lp nm 1996, l lin doanh gia Cng ty c phn TIE v tp on Samsung Electronics (Hn Quc) - bt u nghin cu, xy dng cc mc tiu di hn cho chin lc chim lnh th trng v mt hng in t Vit Nam - mt th trng m hin ti c quan nim hng Nht Bn mi c cht lng cao, cn hng Hn Quc ch dnh cho ngi t tin.
- Vi ch trng Tc l b quyt thnh cng ca Samsung - vn c bit n

vi thuyt Sashimi trong vn dng nguyn tc lin tc ci tin cng ngh v tung ra sn phm mi lm nn tng chinh phc khch hng. Samsung Vina khng nh mc tiu chin lc v phng chm hot ng ca cng ty nh sau: - "Ti Vit Nam, Samsung s tip tc theo ui mc tiu di hn l dn u cuc cch mng k thut s, tr thnh mt cng ty in t hng u bng nhng cng hin c v nhn lc, cht lng sn phm v tham gia tch cc vo cc hot ng cng ng. Samsung Vina cam kt s n lc ht mnh a nhng pht minh, nhng sn phm cht lng cao ca mnh vo cuc
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sng, cng cc bn hng n tng lai thnh vng, pht trin; cng gip v ng gp cho nhng ngi c hon cnh km may mn tin gn vi c hi tip cn cng ngh, hng li ch t cng ngh v rt ngn khong cch cng ngh vi bn b th gii". - Sau 15 nm c mt ti Vit Nam (1996-2011), Samsung c 2 c s sn xut in t cng ngh cao l nh my Samsung Vina ti Th c (TP HCM) v khu phc hp Samsung Electronics (KCN Yn Phong, Bc Ninh). y l 2 a im sn xut in t cng ngh cao, l nh u t nc ngoi thnh cng v lin tc trong nhiu nm dn u v TV v in thoi di ng thng minh c mn hnh cm ng. C sn trong tay cng ngh k thut, cng ty Samsung Vina lun c nhng sn phm c thit k p, tch hp nhng cng ngh tnh nng mi gii thiu trn th trng, nh thu ht s ch ca khch hng, to lng tin v chp nhn sn phm, lm nn s t ph v thay i cch suy ngh ca ngi dn Vit Nam v sn phm Hn Quc.

- Dy chuyn sn xut bo mch chnh dnh cho TV LCD v TV LED ti Nh my Samsung Vina III.1Thnh cng ca ngi dn u

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- Khng ngoa khi gi Samsung l ngi dn u, khng phi ch Vit Nam, m trn c ton cu. Khong thng 7/2011, bo ch ng lot a tin Apple v Samsung chnh thc vt qua vng triu Nokia, vn tn ti sut 15 nm qua. Sau kt qu kinh doanh ca qu II, Apple, vi iPhone, ng hng th nht; Samsung, vi Galaxy SII, ng hng th hai; cn Nokia b y xung v tr th ba. Nhng ch ba thng sau , Samsung chnh thc son ngi Apple thng lnh th trng smartphone. Theo kt qu nghin cu ca Hng Strategy Analytics, Samsung nm gi 27,8% th trng smartphone ton cu, vt qua Apple vi 17,1%.
- Nghin cu ca Strategy Analytics cng ch ra rng, thng li ca Samsung

trc Apple c phn ng gp rt ln ca Galaxy S II - mu smartphone quan trng nht ca hng trong nm nay. Chic in thoi ny t k lc u tin khi bn ra 10 triu chic ch sau 5 thng ra mt. V cng chnh chic in thoi ny, cng vi sn phm thuc hng nh khc ca Samsung l Galaxy Tab, gp phn SEV c c mc xut khu 5 t USD vo u thng 12/2011. Con s mi nht, nm 2011, SEV xut khu khong 5,8 t USD - mt kt qu m thm ch ngay khong gia nm, chnh ngi ca Samsung cng khng ng ti. -Nhng in thoi ch l mt trong s nhng mt hng gp phn a Samsung Vina tr thnh ngi dn u. Tivi (TV), cng l dng smart TV, lun dn u th trng. Cui thng 7/2011, Samsung cng b, Samsung Smart TV c TV Rheinland - mt trong nhng t chc chng nhn uy tn nht ti chu u - cp cc chng nhn kim nghim tnh nng 3D (3D tested) v kim nghim tnh nng 3D full HD (Full HD 3D tested). y l nhng chng nhn tiu chun 3D u tin hin nay trn th gii. Cc sn phm chin lc khc, nh TV LCD v TV LED ca Samsung cng dn u th trng TV ton cu trong 5 nm lin tip, k t qu I/2006 n nay.
- Trong khi , ti th trng Vit Nam, vi s bnh chn ca bn c Tp ch

PCWorld, TV Samsung cng ngon mc vn t v tr s 2 ca nm trc ln hng nht trong hng mc bnh chn TV nt cao (HDTV). Cn mn hnh my tnh LCD Samsung, nm th 9 lin tip c vinh danh vi gii thng Sn phm CNTT - TT a chung nht 2011.
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- Trong mt tm nhn di hi hn, Samsung t mc tiu tr thnh mt trong 10 cng ty hng u th gii vi doanh s 400 t USD/nm, l thng hiu dn u v cng ngh v phong cch sng, nm trong top 5 bng xp hng 100 thng hiu tt nht th gii ca Interbrand. - Cn ti Vit Nam, ci ch m Samsung Vina hng ti l tr thnh thng hiu in t c yu mn nht. Trong khi , SEV s tr thnh mt khu phc hp, vi vn u t 1,5 t USD trong giai on 2015-2020 v doanh s ton d n vo nm 2015 d kin khong 16 t USD. III.2) Hp tc chin lc: SAMSUNG-PSD - Tip ni nhng thnh cng - Ngy 20-7-2012 va qua, Cng ty in t Samsung Vit Nam (Samsung) chnh thc k kt hp tc chin lc vi Cng ty C phn Dch v Phn phi Tng hp Du kh (PSD). Theo , PSD s tr thnh i tc cung ng cc sn phm in thoi di ng v my tnh bng ca Samsung ti th trng Vit Nam. S kin ny lp tc gy xn xao th trng CNTT Vit Nam. Nhiu chuyn gia am hiu th trng bnh lun rng, bng vic k kt hp tc chin lc ny, Samsung-PSD tr thnh Cp i hon ho

ng Phng Tun H - Tng Gim c Petrosetco (phi) v ng Cho Seok Hee Tng
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Gim c Samsung Vina bt tay chc mng l k kt thnh cng - Cng ty C phn Dch v Phn phi Tng hp Du kh (PSD) l n v thnh vin ca Tng cng ty C phn Dch v Tng hp Du kh (PETROSETCO) - mt n v trc thuc Tp on Du kh Quc gia Vit Nam. Cng ty PSD chnh thc thnh lp t nm 2007 vi s mnh lm cu ni a cc sn phm v thng hiu ni ting th gii n vi ngi tiu dng Vit Nam. Sau 5 nm pht trin, PSD hin l nh phn phi chnh thc ca rt nhiu nhn hng cng ngh danh ting v danh mc sn phm phn phi cng khng ngng c m rng (HP, Dell, Acer, eMachines, Fujitsu, Lenovo; Kingston, AMD, Asus, Huawei, Sandisk, Elixir, Genius, 3M, ZyXEL ). Vi tinh thn lm vic chuyn nghip v cam kt dch v tn tm, PSD lin tc pht trin s lng khch hng t con s 288 i l vo nm 2007 ln hn 1700 i l vo nm 2012 thng qua 11 chi nhnh trn ton quc. Khng ngng tng trng v doanh thu v li nhun qua cc nm, PSD hin ang gi v tr 75 trong top 500 doanh nghip ln nht Vit Nam theo VNR500. - Kinh nghim dy dn, s chuyn nghip trong lnh vc phn phi cc sn phm cng ngh thng tin; cng vi tim lc mnh v vn, h thng i l tri rng t Bc vo Nam, t cc trung tm th ln ti tnh l; c bit s nht qun trong chnh sch kinh doanh, cao uy tn chnh l nhng l do y thuyt phc khin Samsung chn PSD lm i tc chin lc ca mnh ti th trng VN. Vi nng lc tip th, s am hiu th trng cng nh mng li phn phi rng khp c nc, PSD s gip Samsung gii thiu mt cch nhanh chng v hiu qu nhng sn phm t ph v cc phong cch sng mi n vi ngi tiu dng Vit Nam. Trn tinh thn, quan im ng nht v trit l kinh doanh, PSD v Samsung quyt nh hp tc chin lc cng nhau chinh phc nh cao ca th trng chim lnh v tr s 1 trong ngnh hng di ng ti th trng VN.

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