Nike Chnh sch phn phi quc t Marketing quc t Nhm Nike ___________________________________________________________________________

MC LC

NIKE CHNH SCH PHN PHI QUC T

A. GII THIU V NIKE:

Nike l tp on hng u th gii chuyn kinh doanh v o qun, giy v dng c th thao ln nht trn th gii, c 1 tr s ton cu (Nike, Inc. World Headquarters) ti Beaverton, Oregon v 1 tr s chu u (Nike, Inc. Europe Headquartes) ti Hilversum, Netherlands. Cac san phm cua Nike c gia cng, san xut tai 612 cng ty hp ng tai 46 quc gia. Hn mt triu ngi c thu tai cac nha cung ng, vn tai, ban le va cac i tac kinh doanh khac, tham gia vao qua trinh san xut, phn phi va ban hang trn toan th gii. Cng ty con gm: Cole Haan, Converse Inc, Hurley International LLC, Umbro Ltd.

Nike Chnh sch phn phi quc t Marketing quc t Nhm Nike ___________________________________________________________________________

Nike c lch s to ra s khc bit so vi i th cnh tranh bi cc chin lc i mi, ci tin sn phm mang tnh t pht v marketing, c bit l chnh sch phn phi quc t hu hiu v thuc vo loi mnh hng u th gii. Tnh hnh ti chnh: Nike bn sn phm ca mnh ti hn 180 quc gia trn th gii vi mc li nhun t c ln ti khong 19.2 t la vo kt thc nm ti chnh 2009 (31/5/2009) so vi 18.6 t l nm ti chnh 2008.

Thu nhp trn vn u t t 18.1% nm ti chnh 2009.

Li nhun trn c phiu t 3.03 la:

Nike Chnh sch phn phi quc t Marketing quc t Nhm Nike ___________________________________________________________________________

B. KNH PHN PHI: I. M hnh knh phn phi:

Factory outlet store Cng ty hp ng

NikeTown

Nike

Trung tm phn phi

Nike retail Store

Khch hng

Nike Clearance Store

Nike Employee-only Store

Nike ni ting v vic qun l v kim sot trc tip, cht ch h thng mng li Nike.com phn phi ca cng ty. T vic phn tch mi trng ca th trng ton cu, cng vi mc tiu tr thnh mt tp on pht trin bn vng trn th gii, Nike s dng 2 hnh thc thm nhp th trng: Hp ng sn xut (Contract Manufacturing) v Xut khu trc tip. Nike kt hp 2 hnh thc thm nhp th trng ny vi nhau nh sau: i vi knh lin quc gia: Hin ti, Nike thu khon 612 cng ty sn xut theo hp ng trn ton cu sn xut cc sn phm di s ch o ca Nike, nhng sn phm hon thnh c vn chuyn n 17 trung tm phn phi khng l ca Nike trn th gii, t cc trung tm phn phi ny, theo nhu cu hay t cc n t hng c t trc 5-6 thng theo chnh sch t hng trc, mt khi lng ln sn phm Nike s c xut khu trc tip n hn 679 ca hng bn l cc loi trn ton th gii v t n tay ngi tiu dng. i vi knh ni a ca mt quc gia:
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Nike Chnh sch phn phi quc t Marketing quc t Nhm Nike ___________________________________________________________________________

Nhng ca hng bn l trong nc s nhp hng ha t cc cng ty hp ng ca Nike ti nc hoc t cc trung tm phn phi (nu c) ti nc . Ngoi ra, khch hng c th mua sn phm thng qua knh Thng mi in t nike.com ti nc mnh. Hnh thc Thng mi in t ch c ti 23 quc gia ln nh M, Anh, c, Php,

II. Thnh phn knh phn phi:

1. Cng ty thu hp ng:
Hin nay, Nike k kt hp ng sn xut ti 612 cng ty hp ng ti 46 quc gia vi lng cng nhn ln ti 819990 ngi. Cc cng ty ny theo yu cu v s lng, cht lng sn phm cng nh cc yu cu v qu trnh qun l, sn xut, iu kin an ton lao ng, bn cnh s dng cc ngun nguyn nhin liu sn c sn xut th cn c cung cp mt s b phn v lp giy Nike-Air bi cng ty Nike. Nike thu ngoi sn xut lp giy Nike-Air ti cng ty Nike In house Manufacturing ti Beaverton, Oregon; St. Charles, Missouri v Cng ty Th thao Suzhou ti Trung Quc. Ti Vit Nam, s lng cng ty hp ng l 42 cng ty vi s cng nhn l 198375 ngi. Ti min Bc l 5, min Nam ti 35 v Nng l 2 cng ty dt may Ha Th.

Vi 3 loi cng ty hp ng, Nike hin ang s dng chnh 2 loi l: Inline and local factory v Inline factory. Ngoi ra, Nike k kt tha thun sn xut vi mt s cng ty c lp (kiu Local Factory) ti Argentina, Brazil, India, v Mexico sn xut sn phm ch yu cung cp trong cc nc ny.
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Nike Chnh sch phn phi quc t Marketing quc t Nhm Nike ___________________________________________________________________________

Local factory (non-inline factory)

Local for local products Local for regional export

No inventory data No transaction data

Inline and local factory

Local for local products

Local for regional export Global export

Full inline system visibility, interaction and communication

Inline factory

Global export

So snh Inline and Local Factory v Inline Factory: Ging nhau: + u s dng cc nguyn nhin liu v lao ng a phng, c cung cp cc lp m Nike-Air. u c s gim st cht ch ca Nike. Khc nhau: Inline and Local Factory Inline Factory

Ngoi xut khu cc mt hng sang mt Sn phm sn xut ra c xut khu i s khu vc ln cn v cc ni trn th cc nc trn th gii. gii, nhng sn phm c th c phn phi ti cc ca hng bn l ti quc gia ca cng ty hp ng. i vi sn phm cung cp trong nc Kim tra nghim ngt sn phm xut khu ca cng ty hp ng th hu nh khng v lng giao dch, hng tn kho, h thng cn kim sot s liu v tn kho v giao gim st Inline. dch. Trong khi nhng sn phm xut khu s c kim tra nghim ngt.
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Nike Chnh sch phn phi quc t Marketing quc t Nhm Nike ___________________________________________________________________________

2. Trung tm phn phi:

Hin nay, Nike s hu 17 trung tm phn phi trong c 3 trung tm phn phi ti M: 2 trung tm ti Memphis, Tennessee v 1 ti Wilsonville, Oregon; 14 trung tm phn phi cn li phn b ti mt s ni trn th gii, trong 2 ni ln nht t ti thnh ph Tomisato, Nht Bn v ti thnh ph Laakdal, B. Cc trung tm phn phi c vai tr nh mt trung tm Logistics v hn c th. Ngoi vic tip nhn v qun l cc n t hng do cng ty Nike cung cp, cc trung tm phn phi hoc m nhn lun vai tr Logistics hoc lin kt vi cc cng ty Logistics v vn ti ln nh UPS, Maersk. T , nhng sn phm ca Nike c phn phi n mi ni trn th gii. V d nh mt trung tm phn phi Northridge ti Memphis, Tennessee c Nike u t ln ti 135 triu la. Ta nh y nhng bng ti, mng trt, thit b phn loi, cc k xp d tr c cht y bi cc hp, thng v cc pa-lt y giy. Ngi lao ng th kt hp my qut m vch, cng ngh th nhn dng tn s v tuyn v h thng qun l kho bi da trn ging ni qut, sp xp, lu tr v vn ti nhng hp giy. Ta nh t chng nhn cp bc theo chng trnh thit k ph hp vi mi trng v nng lng (the Leadership in Energy and Environmental Design (LEED) program) do Nike ra.

3. Ca hng bn l:
a. Factory outlet store:
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Nike Chnh sch phn phi quc t Marketing quc t Nhm Nike ___________________________________________________________________________

Loi ca hng vi quy m va, mc ch l gii quyt lng tn kho ln hay bn nhng sn phm li thi. Tuy nhin, cht lng, s lng hng v kch thc hng c m bo v vn c u t ng mc, to ra nhiu s la chn cho khch hng. y l ni m khch hng c th mua c nhiu mt hng ph hp vi h vi mc gi gim i t 20-60%.

b. NikeTown: T hp ln cc ca hng thuc s hu ca Nike, cn gi l siu ca hng, chuyn cung cp s lng ln cc sn phm ci tin, sn phm mi nht, t ph m kh tm c hay khng sn c ti cc ca hng; gi ca nhng sn phm ny rt cao. Ti NikeTown s c nhng khu vc ring bit dnh cho mi nhm th thao, gii thiu v nhng sn phm mi nht, nhng hnh nh vn ng vin th thao ni ting l nhng i s ca Nike nh Michael Jordan, c cc hnh thc gii tr v li khuyn trong cc mn th thao, cc studio, trin lm. c bit, khch hng c th th nhng sn phm ti y mt cch thoi mi. Mc ch ca NikeTown ch yu khuch trng nhng dng sn phm ci tin, to s kt ni gn gi vi khch hng v l cch hu hiu pht trin thng hiu Nike. V th, Niketown khng xung t vi li ch ca cc ca hng bn l khc. Niketown c ti mt s cc nc nh Portland, Chicago, Trung Quc, c bit ti M.

Nike Chnh sch phn phi quc t Marketing quc t Nhm Nike ___________________________________________________________________________

c. Nike retail store: Thng quy m nh hn khng nh mt h thng nh cc loi store khc ca Nike. y l loi ca hng c s lng ln nht ca Nike trn ton th gii. Cc ca hng bn l ny thng bn gi chnh thng nht ca Nike. Cac ca hang nay nm trc tip di s kim soat cua Nike. San phm chinh hang, am bao cht lng, dich vu cung cp, chm soc khach hang, qua trinh nhp hang thng qua Nike, hang hoa, gi c c am bao chun hoa v cac yu cu do Nike t ra. V d nh Nng, ca hng loi ny nm ti khu mua sm Tng 1, Indochina Riverside Towers, 74 Bch ng.

d. Nike clearance store:

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Nike Chnh sch phn phi quc t Marketing quc t Nhm Nike ___________________________________________________________________________

Cng l mt ni bn gim gi cc sn phm ca Nike nh factory outlet, tuy nhin, nhng sn phm ch yu l do sai st trong qu trnh sn xut nh mt vi khim khuyt: cc vt rch hay logo ln xn trn sn phm. Nhng sn phm thng thuc loi mi ra li b sai st nn c rt t la chn v kch c. Nhng loi ca hng ny thng kh t, hay kt hp trong cc loi ca hng khc.

e. Nike employee-only store: Nu bn l mt thnh vin gia nh ca nhn vin Nike hoc l nhn vin Nike, bn c th vo mua ti Nike Employee Store. Mc d gi nhng sn phm ti y thng gim 50% nhng y khng phi l nhng sn phm li thi hay do gii quyt lng tn kho ln nh Nike outlet factory hay nhng sn phm sai st v thit k, mu m, logo nh Nike Clearance Store. Nike Employee Store c khi lng ln cc sn phm kch c vi nhiu la chn, k cc sn phm Cole Haan, Hurley v Converse. http://swoosh.com/.

4. Nike.com: Ti hu ht cc chi nhnh ca Nike trn ton th gii u cung cp nhng trang web mua hng qua mng. Khch hng thay v n trc tip cc ca hng bn l cc loi
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Nike Chnh sch phn phi quc t Marketing quc t Nhm Nike ___________________________________________________________________________

mua hng th h c th truy cp vo y, la chn cc sn phm mong mun. Hnh thc mua hng qua mng tr nn d dng v thun tin hn rt nhiu. Trang web Nike.com ra i vo thng 8/1996 nhm mc ch ban u l cung cp thng tin v cc sn phm, dch v ca cng ty, cc li khuyn, h tr v cc mn th thao. Mc d khng c nhng n lc no v thng mi in t nhng lng ngi truy cp vo Nike.com ln ti 14 triu ngi vo nm 1998. Vo thng 2/1999 Nike a vo th nghim k hoch Thng mi in t bng vic bn dng sn phm thuc d n Alpha. Website sau c thit k li cung cp a ch cc ca hng v thng tin chi tit hn v sn phm. Vo thng 6/1999, Nike hon chnh chc nng Thng mi in t m rng. Vi h tr ca cng ngh, gi y, nike.com tr thnh mt trang web mua bn hng ch yu v mnh nht ca Nike.

5. V d ti Vit Nam: Knh phn phi ca Nike ti Vit Nam vi quy m nh hn.
Cng ty hp ng Nike Nike retail Store Khch hng

Trung tm phn phi

Ti Vit Nam, s lng cng ty hp ng l 42 cng ty vi s cng nhn l 198375 ngi. Ti min Bc l 5, min Nam ti 35 v Nng l 2 cng ty dt may Ha Th. Cc cng ty hp ng ny sau khi hon thnh sn xut sn phm s phn phi ti
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Nike Chnh sch phn phi quc t Marketing quc t Nhm Nike ___________________________________________________________________________

cc ca hng bn l y quyn trong vng v vn chuyn ti trung tm phn phi Nike nh Trung Quc. Hoc Nike vn chuyn T trung tm phn phi ny, sn phm s c chuyn n cc ca hng bn l ti Vit Nam hoc c xut khu n cc trung tm phn phi khc trn th gii theo yu cu ca Nike. Mt s ca hng bn l y quyn ca Nike ti Vit Nam l: * H Ni:

Tng 1, Trng Tin Plaza, 24 Hai B Trng. Tng trt, Vincom Towers, 191 B Triu. Thu Center, 39 L Li, Phng Bn Thnh. Tng trt, Parkson Hng Vng Plaza, 126 Hng Vng, Phng 12, Qun 5.

* TP H Ch Minh:

* Nng: Tng 1, Indochina Riverside Towers, 74 Bch ng.

C. QUN TR KNH PHN PHI:

1. La chon thanh vin knh:
Qua trinh kt nap mt cng ty vao chui cung cp cua Nike: Cng ty phai ap ng nhng tiu chun trong h thng vong i tng thich: Phai san xut c mt khi lng san phm yu cu nht inh. Yu cu v h thng quan ly cht che. am bao quyn li nhn cng, san xut tit kim (lean manufacturing). S dung cac ngun nguyn vt liu it tac hai mi trng, va kha nhiu nhng tiu chun v thnh phn cc cht thi rn, cc cht ha hc, cc cht CO2 ma Nike quy nh trong qu trnh sn xut. Nhng yu cu, tiu chun ny c th hin c th trong ban Code of Conduct, trnh by c th trong Bn bo co theo nm ti chnh ca Nike 8 va cac tiu chi nh MAV, ESH va SHAPE. Trong sut toan b qua trinh hoat ng, cac cng ty nay phai duy tri nhng tiu chun o. Nike inh ky 1 thang se kim tra qua trinh hoat ng t ngun d liu thu c thng qua h thng EDI (trao i thng tin in t). Qua trinh loai tr hoc ct giam chi nhanh san xut: Song song vi nhng thu tuc kt nap, Nike cung thng xuyn tin hanh qu trnh xem xt v cach thc loai tr cht che, hp ly. S ct gim v loi tr xut pht t nhiu

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Nike Chnh sch phn phi quc t Marketing quc t Nhm Nike ___________________________________________________________________________

l do nh vi s thay i v nhu cu khach hang, hay cac cng ty khng ap ng yu cu v san lng hay nhng yu cu Nike t ra. Nike chun hoa qua trinh loai tr da trn nhng kinh nghim t vic loai tr cng ty giay Doson tai Indonesia. Da trn cc bao cao s lc v cc cng ty hp ng sai phm: v san phm va s lng lao ng chiu anh hng. T , Nike xem xet nhng ng thi ph hp. Nike lun c gng bi thng mc ti a nhng thit hai nh hng n ngi lao ng t vic loai tr cac cng ty hp ng nay.

2. ng vin knh:
Nhm tao ra nhng mi quan h lu dai, bn vng trong chui cung ng, Nike s dung chinh sach cng tac: + Chin lc cng tac c th hin ro rang nht thng qua vic xy dng h thng quan ly kt nap, loai tr cng ty hp ng cht che. + Nike thng xuyn tng hp kinh nghim, a ra kinh nghim, ci tin v chia s vi cc hng khc trong ngnh. + Nike h tr cc cng ty thu hp ng m bo quyn li ca cac cng nhn tai cac cng ty nay, cai tin iu kin lam vic, a ra yu cu quan ly cht thai cng nghip, s dung nhng nguyn liu it tac hai mi trng, gim vic s dng nng lng m bo mi trng; da trn cung cp cc chng trnh o to, ging dy ph hp v c bit l cc Thang biu kim tra v nh gi hng tun, hng thng nh Code of Conduct va cac tiu chi nh MAV2, ESH3 va SHAPE4. + Chia phn trm li nhun kha cao cho cac ca hang ban le uy quyn. Khoang chng 40%, vi nhng ch khen thng thich hp nu ban vt inh mc. + H tr v nhng dung cu trng bay hang tai cac ca hang ban le uy quyn. + Ngoai ra, Nike xy dng mi lin h thng tin bn vng vi cac chi nhanh, cng ty hp ng, ca hang thng qua Trao i d liu in t EDI (Electronic Data Interchange) va Thu thp d liu t ng hoa ADC (Automatic Data Collection): EDI: Muc ich cua EDI la trao i thng tin hiu qua gia cac thanh vin trong knh phn phi. Nhng vn nh phan hi khach hang, San xut Jusst-In-Time (JIT) va quan ly hang tn kho cung c thc thi thng qua EDI. ADC cho phep cng ty thu thp thng tin v cac knh phn phi n tp hp cac nguyn vt liu th va vi th co th o lng chinh xac cac gia tri tng thm. Vi du nh o lng ECR (Efficient Consumer Response) la mt chui nhng tinh hung kinh doanh ma s dung vic chia se d liu va s cng tac gia nhng nha ban le va phn phi va san xut giam chi phi phn phi. Mt chng trinh ECR co th bao gm mt hay tt ca cac inh
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Nike Chnh sch phn phi quc t Marketing quc t Nhm Nike ___________________________________________________________________________

nghia kinh doanh sau: CRP (Contiguos Replenishment) qua trinh cung cp lin tuc, Phn phi ca hang trc tip (DSD Direct Store Delivery), quan ly danh muc (Category Management).

D. MT S YU T NH HNG N QUYT NH KNH PHN PHI NIKE:

I. CHIN LC THM NHP TH TRNG:
Nike s dng 2 chin lc chnh l Hp ng sn xut v Xut khu trc tip. Vi mi chin lc thm nhp th trng, Nike la chn cc knh phn phi khc nhau phc v tt nht cho hot ng kinh doanh ca mnh. Knh phn phi chu nh hng bi cc ri ro lin quan ti thng mi ton cu v kinh doanh ti nc ngoi. Bao gm lut v quy nh ti cc nc, cc nhu cu a dng, khc nhau ca khch hng quc t, cc vn bt n v chnh tr, vic tr hon ti cc ca hi quan, nhng chuyn bin v kinh t ti cc quc gia m Nike thu cng ty hp ng v bn hng. Cc sn phm xut khu chu tc ng ca cc loi thu xut, nhp khu, hn ngch lm tng chi ph v hn ch s lng. Bt k nc no ni c nhng sn phm ca cng ty c sn xut v bn u c th chu tc ng ca nhng yu t trn. 1. Hp ng sn xut: + Tn dng nhng u th ca sn xut ngoi + Chi ph nhn cng r. + Chi ph vn chuyn thp, gim ri ro v tn kho. + Hn ch cc ri ro v mi trng kinh t, chnh tr v x hi. + Tn dng ngun nguyn, nhin vt liu di do vi chi ph r hn. + Gii quyt vn cung ng sn phm ti cc th trng. 2. Xut khu trc tip: + Cho php Nike qun l trc tip knh phn phi ph hp vi cc chin lc. + Qun l tt hng tn kho v cc n t hng, p ng tt nhu cu ca th trng. Bn cnh , tn dng nng lc ca mnh trong thit k v tip th, Nike quyt nh thm nhp vo phn khc th trng mi bng cch mua li cc cng ty giy dp, th thao khc nh Cole Haan, Converse m rng v b sung cho cc dng sn phm ca mnh. iu ny gip cho Nike tng cng ng k m hnh kinh doanh khc bit ca mnh, l l do th phn th trng v li nhun tip tc tng trong cc nm qua.

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Nike Chnh sch phn phi quc t Marketing quc t Nhm Nike ___________________________________________________________________________

Hin nay, Nike ch trng m rng th trng v mt a l v thc hin chin lc thm nhp su hn na vo cc th trng chnh gm M, Anh, Nht v Trung Quc ang chim ti 61% li nhun hin ti ca Nike. ng thi, Nike cng ch trng m rng sang cc nc c kh nng tr thnh th trng mang li ngun li ln cho cng ty nh: Nga, n , Brazil.

II. YU T CHIN LC CNG TY:

Chin lc pht trin bn vng

Nhm theo ui mc tiu pht trin bn vng, Nike thnh lp i Ci tin v Kinh doanh bn vng (Sustainable Business & Innovation-SB&I) thc hin nhng x mnh trong chin lc bn vng ca cng ty: + Ci tin chuyn giao gii php bn vng cp cng ty: Nike ang tng bc xy dng nn cc gii php ci tin trong m hnh kinh doanh ca cng ty. Hin ti, sau 3 nm qua, Nike ang p dng gii php c tnh thit k quan trng (Considered Design Ethos) nhm to ra qu trnh sn xut sn phm ng hon ton (fully closed-loop): sn xut sn phm s dng t nguyn liu nht, c thit k d tho ri v c th ti ch thnh sn phm mi hay m bo tng thch vi mi trng khi sn phm tr thnh ph thi khng cn dng c. Gii php ny Nike chia s vi hu ht cc hng trong ngnh theo tinh thn cng tc trong ngnh ca Nike. Ch ci tin v chuyn giao ca Nike s c tip tc trong thi gian sp ti. Mc tiu l ci tin c h thng t thit k n khi sn xut, phn phi n th trng, thu hi, ti ch, ti s dng. Mc tiu ang c h tr bi Phng th nghim Ci tin (Innovation Lab) vi s mnh to ra v chuyn giao gii php ci tin cp hng v ton ngnh. + Tch hp tnh bn vng vo m hnh kinh doanh: Qu trnh tch hp tnh bn vng yu cu mi nhn vin hiu r v nhng th thch, mc tiu, s mnh. Cc b phn, thnh vin cn bit nhng cch thc xy dng, m bo tnh bn vng i vi ton b cng ty. Nike a ra mt s phng n gia tng s tch hp ny. V d, b phn nhn hng ca cng ty ang pht trin mt h thng nh gi hot ng bn vng ca cc nh cung cp v xem y nh mt trong cc yu t nh hng n quyt nh ca cng ty i vi nh cung cp. + Huy ng cc thnh phn chnh (x hi, nhn vin, khch hng, chnh ph v ngnh) tham gia nng cao, tng quy m cc gii php: Thc hin, p dng cc gii php, ci tin l rt cn thit, nhng mt hng, mt nh sn xut th khng th hon thnh c. Nike cn s tham gia ca x hi, nhn vin, khch
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Nike Chnh sch phn phi quc t Marketing quc t Nhm Nike ___________________________________________________________________________

hng, chnh ph v ngnh to ra nhng thay i h thng thc s. Theo , Nike tp trung vo S cng tc, Cc din n m, S ng h chnh sch v Khch hng. Cc din n m: Nike lin kt vi Creative Commons cng nh cc hng khc to ra din n chia s nhng ci tin bn vng trn quy m ton cu. V d: GreenXchange to ra mng li kt ni, y mnh ci tin v ng dng cng ngh gii quyt nhng vn trong ngnh c lin quan n cc vn ton cu nh nng ln ton cu. S ng h chnh sch: Nike thit lp cc lin minh ng h mt s chnh sch quan trng nhm tng quy m tnh bn vng m cng ty ang theo ui. V d: hin ti, Nike l thnh vin sng lp t chc Kinh doanh v Chnh sch tin tin v Nng lng v Kh hu (Business for Innovative Climate and Energy Policy 1-BICEP). BICEP ang ku gi cho lut Nng lng v Kh hu ca M. Nike cn ng h cho ngn hng th gii WB nhm to ra mng li an ton cho nhng cng nhn trong chui cung ng khi cc vn suy thoi ton cu. Khch hng: thu ht khch hng tham gia vo chin lc bn vng ca cng ty, Nike thit lp trang din n nikegamechangers.com li ko khch hng n cc vn v x hi v mi trng. iu ny gip khch hng v cng ty gn nhau hn. Kt lun: Vi mc tiu tr thnh mt tp on pht trin theo mt chin lc pht trin bn vng kh r rng v c ch ch, bn cnh cc chin lc kinh doanh ca mnh, Nike u t tch hp chin lc pht trin bn vng ny trong chin lc knh phn phi ton cu ca cng ty. Nike ch trng v tnh cng tc gia cc hng trong ngnh v gia cc thnh vin trong cng ty Nike. Tnh cng tc th hin s quan tm mc trong chin lc bn vng n cu trc knh phn phi m Nike ang s dng v pht trin. Vi knh phn phi tng ng vi 2 hnh thc xm nhp th trng chnh l cng ty thu theo hp ng sn xut v xut khu trc tip th Nike mi qun l c h thng knh phn phi, v t d dng p dng cc ci tin, tch hp cc ci tin v huy ng cc thnh phn trong tin hnh chin lc bn vng ca cng ty ti cc knh phn phi. Ngc li, cc knh phn phi c th c kim sot cht ch hn trong qu trnh p dng nhng ci tin cng nh cc yu cu m Nike t ra, v th m hot ng kinh doanh cng nh kh nng thm nhp th trng th gii ca Nike tr nn hiu qu hn rt nhiu.

E. TNH HNH PHN PHI CA NIKE QUA MT S S LIU:

1. Nike phn phi nhng sn phm t 612 cng ty thu ngoi ti 46 quc gia vi 819990
cng nhn, phn phi n 346 ca hng bn l cc loi ti M v 343 ca hng bn l cc loi trn ton th gii v 17 trung tm phn phi trong c 3 trung tm phn phi ti M: gm 2 ti Memphis, Tennessee v 1 ti Wilsonville, Oregon; 14 trung tm phn phi
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Nike Chnh sch phn phi quc t Marketing quc t Nhm Nike ___________________________________________________________________________

cn li c phn b ti mt s ni trn ton th gii, trong c 2 trung tm quan trng t ti thnh ph Tomisato, Nht Bn,v ti Laakdal, B.

2. Cc cng ty thu hp ng:

Trong nm ti chnh 2010, cc nh my thu hp ng ti Vit Nam, Trung Quc, Indonesia, Thi Lan v n sn xut c khong 37%, 34%, 23%, 2% v 1% tng s lng giy Nike tng ng.
T l sn lng giy ti cc cng ty hp ng trong FY2010 3% 1% 2% 23% 37% Vit Nam Trung Quc Indonesia Thi Lan n Khc

34%

Ngoi ra, Nike cng k kt hp ng sn xut vi cc nh my c lp ti Argentina, Brazil, n v Mexico sn xut giy Nike cung cp ch yu ti chnh cc nc . Cng ty hp ng ln nht ca Nike chim khong 5% tng sn lng giy dp trong nm ti chnh 2010. V mt hng may mc, sn xut ngoi ti 33 quc gia, trong ch yu ti: Trung Quc, Thi Lan, Indonesia, Malaysia, Vit Nam, Sri Lanka, Th Nh K, Campuchia, El Salvador, Mexico v i Loan. Cng ty hp ng sn xut hng may mc ln nht ca Nike chim khong 7% tng s hng may mc trong nm ti chnh 2010.

3. So snh s ca hng bn l:
Tng s cc ca hng bn l ca NIKE ti M v trn ton th gii ( khng bao gm M ) qua cc nm ti chnh 2007, 2008, 2009 v 2010: FY 2007 U.S International 254 232 FY 2008 296 260 FY 2009 336 334 FY 2010 346 343

4. Vo FY2010, s cc ca hng bn l ti M v trn ton th gii bao gm 346 v 343

tng ng. Trong : Ti M:
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Nike Chnh sch phn phi quc t Marketing quc t Nhm Nike ___________________________________________________________________________

U.S. Retail Stores Number NIKE factory stores (which carry primarily overstock and closeout merchandise) NIKE stores (including one NIKE Women store) NIKETOWNs (designed to showcase NIKE products) NIKE employeeonly stores Cole Haan stores (including factory stores) Converse factory stores Hurley stores (including factory and employee stores) Tng s Trn th gii: Non U.S. Retail Stores Number NIKE factory stores (which carry primarily overstock and closeout merchandise) NIKE stores (including one NIKE Women store) NIKETOWNs (designed to showcase NIKE products) NIKE employeeonly stores Cole Haan stores (including factory stores) Hurley stores (including factory and employee stores) Tng s
T l cc ca hng bn l ti M nm 2010
NIKE factory stores (which carry primarily overstock and closeout merchandise) NIKE stores (including one NIKE Women store) NIKETOWNs (designed to showcase NIKE products)

145 12 11 3 106 51 18 346

205 55 2 12 68 1 343

18 51 145

NIKE employeeonly stores Cole Haan stores (including factory stores) Converse factory stores

106 3 11 12

Hurley stores (including factory and employee stores)

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Nike Chnh sch phn phi quc t Marketing quc t Nhm Nike ___________________________________________________________________________
T l cc ca hng bn l Nike trn th gii nm 2010

1 0 68 12 2 55 205
NIKE factory stores (which carry primarily overstock and closeout merchandise) NIKE stores (including one NIKE Women store) NIKETOWNs (designed to showcase NIKE products) NIKE employeeonly stores Cole Haan stores (including factory stores) Converse factory stores Hurley stores (including factory and employee stores)

5. Doanh thu:

Ti M: Trong nm ti chnh 2010 v 2009, doanh s bn hng ti M, bao gm c doanh s cc mt hng kinh doanh khc ca Nike, chim khong 42% tng doanh thu, so vi 43% vo nm 2008. Nguyn nhn s st gim l: i vi nm ti chnh 2010 v 2009, ngoi cc sn phm nhn hiu Nike cn c Cole Haan, Converse, Hurley, NIKE Golf v Umbro ( c Nike mua li vo ngy 3/3/2008). Trong khi , vo nm ti chnh 2008, ngoi cc sn phm nhn hiu Nike cn c: Cole Haan, Converse, Exeter (c bn vo ngy 17/12/2007 cho hng Starter), Hurley, Nike Bauer Hockey (c bn vo ngy 17/4/2008), Nike Golf v Umbro. Trong nm ti chnh 2010, ba khch hng ln nht ca Nike chim khong 24% doanh s bn Hoa K. Trn th gii:
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Nike Chnh sch phn phi quc t Marketing quc t Nhm Nike ___________________________________________________________________________

Trong nm ti chnh 2010 v 2009, doanh s bn hng ti cc th trng khc trn th gii (ngoi M) chim khong 58% tng doanh thu, so vi 57% nm 2008. Sut nm 2010, ba khch hng ln nht ca NIKE bn ngoi nc M chim khong 8% tng doanh s bn hng. Nh vy, qua bng s liu, ta thy doanh s ti M t c trung bnh thp hn so vi doanh s trn ton th gii; trong khi lng ca hng bn l ti M li nhiu hn so vi s ca hng bn l Nike trn th gii. iu ny c th c gii thch bi s lng Niketown ti M l 11 trong khi trn th gii ngoi M ch c 2, m ca hng Niketown thng tp trung vo mc tiu gii thiu sn phm v bn sn phm vi gi c tng i cao nn doanh thu t Niketown thng kh t.

6. t hng:
Nike p dng chnh sch t hng trc 5-6 thng trc khi giao hng. Ti M: Trong FY 2010 v 2009, 89% cc l hng giy dp ca Nike c thc hin theo chng trnh t hng trc, so vi 90% trong nm 2008. Trong FY2010, 62% cc l hng dt may ca ca Nike cng c thc hin theo chng trnh ny, so vi 60% trong nm 2009 v 62% trong nm 2008. Th trng th gii( khng bao gm M) nhiu quc gia v khu vc, bao gm Canada, chu , mt vi quc gia chu M Latinh, v chu u, Nike cng c chng trnh t hng trc cho cc nh bn l tng t nh M. n t hng trc cho thng hiu giy dp, may mc, th thao ca NIKE, d kin giao hng t thng 6 n thng 11 nm 2010, t 8.8 t la, so vi 7.8 t la cng k nm trc.

F. NH GI KNH PHN PHI NIKE:

Theo kt qu nghin cu v nh gi hot ng knh phi ca trung tm nghin cu AMR trong nm 2010, Nike xp th 16 trong 25 cng ty qun tr chui cung ng tt nht
th gii.

Tiu ch xp loi ca AMR c phn b nh sau: kin chuyn gia trong ngnh sn xut v bn l 25%, kin nghin cu ca AMR 25%, vng quay ti sn trong 3 nm gn nht 25%, vng quay hng tn kho 15%, tng trng doanh thu trong 3 nm gn nht 10%. Hng ha tn kho th hin mt s ch tiu v Chi ph, v ROA - H s thu nhp trn ti sn (Return On Assets - ROA ) cung cp mt s i din chung cho tng s hiu qu v nng sut hot ng. Tng trng doanh thu, phn nh v s th trng v cc yu

19

Nike Chnh sch phn phi quc t Marketing quc t Nhm Nike ___________________________________________________________________________

t t chc, cung cp mt s t tng cho s i mi. D liu ti chnh c ly ch yu t c nhn mi cng ty, t bo co ti chnh cng khai.

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Nike Chnh sch phn phi quc t Marketing quc t Nhm Nike ___________________________________________________________________________

Mt s im t c trong knh phn phi ca Nike:

1. Chui cung ng p ng rt tt nhu cu thc t: Nike s dng knh phn phi trc tip thng qua cc thnh phn knh chu s qun l cht ch ca cng ty. Ngoi ra, cc thnh phn knh lin h cht ch vi nhau vi s h tr ca cng ngh thng tin thng qua Trao i d liu in t EDI (Electronic Data Interchange) va Thu thp d liu t ng hoa ADC (Automatic Data Collection). iu gip Nike thc hin tt qu trnh cung ng sn phm st hn vi nhu cu thc t, qun l tt hn lng hng tn kho. 2. Thng qua Knh phn phi, Nike th hin tnh thn thin hn vi mi trng v c trch nhim x hi: Nike thc hin nhng ci tin trong qu trnh sn xut theo gii php Considered Design Ethos, nhng ci tin ny theo h tr rt nhiu n hnh thnh nn nhng sn phm thn thin hn vi mi trng thng qua cc quy nh v thnh phn cht CO2, cht thi rn, tit kim nng lng trong qu trnh sn xut, cng tc vi cc hng vn ti gim hm lng CO2 thi ra. V d: trc y Nike s dng kh SF6 trong lp m Air Soles,
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Nike Chnh sch phn phi quc t Marketing quc t Nhm Nike ___________________________________________________________________________

mt cht kh gp phn gy hiu ng nh knh, tri qua nhiu nm nghin cu v kim tra, th gi y kh SF6 c thay bi nitrogen, chm dt thi ra kh CO2 tng ng v cng tng cht lng lp m Air Soles.

Nike cn th hin trch nhim vi x hi thng qua cc ng thi r rng v m bo iu kin sn xut cho lao ng, thnh lp v a vo hot ng Qu Nike (Nike Foundation)5, gn kt thng hiu vi cc vn m khch hng rt quan tm nh LIVESTRONG6, HumanRace7 3. H thng knh phn phi ca Nike c s cng tc rt mnh gia cc thnh phn knh: Nike khng ch xy dng cch thc cng tc hu hiu trong chnh cng ty Nike, m cn v ang pht trin hnh thc ny su rng ra ton ngnh, gia cc ngnh vi nhau v c cc thnh phn khc nh khch hng, x hi. iu ny c th hin r trong chnh sch bn vng ca cng ty c cp trn. 4. Qun l knh phn phi ca Nike trn ton th gii, c bit ti cc cng ty thu hp ng c ci tin ng k thng qua cc cng c kim tra v nh gi ESH, MAV. Theo kt qu nh gi v ESH cho thy: C s ci tin ng k v qun l cc cht ha hc s dng, sau 2 nm thc hin th vn ny t mt vn hng u, nay ch cn mc quan trng th 5. Cc nh my truyn thng nhiu hn v nh hng nguy him ca cht ha hc ti nhn vin ca h. Mc d cc cng ty ang ci thin rt nhiu qua cc nm, cc cng ty cn cnh gic, thn trng trong xy dng nhng h thng bn vng duy tr ng lc trong vic xc nh v qun l ri ro ca cng ty. Rt nhiu nhng cng ty, nh my khi p dng ESH ln u trong FY09, th mi pht hin ra nhng ri ro chnh c th dn ti s tt gim hot ng v an ton ha hon, cc trng hp khn cp, nc ung, qun l sc khe cng nhn. V th, i vi nhiu cng ty, ESH tr thnh mt cng c kim tra ph hp v tng thch.

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Nike Chnh sch phn phi quc t Marketing quc t Nhm Nike ___________________________________________________________________________

5. Cc thnh phn knh phn phi c u t ng k, nng cp vi cng ngh hin i: Hu ht khong 6 trung tm phn phi ln nht hin nay ca Nike u t chng nhn LEED theo chng trnh thit k ph hp vi mi trng v nng lng (the Leadership in Energy and Environmental Design (LEED) program) do Nike ra. Cng nh cc loi ca hng bn l khc nh NikeTown, Nike Factory Outlet Store, khch hng khng th khng ngc nhin v cng nhn s s ca cc ca hng ny ca Nike.

G. BI HC QUN TR KNH PHN PHI NIKE C KT C:

Bi hc 1: Vi s dng cng ngh trao i d liu trong h thng knh phn phi, Nike dn chng minh tnh hu hiu ca chnh sch t hng trc. Nike ng b ha gia d on nhu cu v k hoch cung ng trong qu trnh ng dng h thng mi qun tr chui cung ng. Kt qu c th c nu trong phn t hng phn trn. Bi hc2: Xc nh chui cung ng l mt trong nhng li th cnh tranh. Nike quan im qun tr chui cung ng l mt b phn chin lc ca cng ty. V th, Nike xc nh, xy dng v pht trin chui cung ng cng cht ch v hiu qu. Vi vic u t vo xy dng chui cung ng thnh mt li th, Nike mong mun gim c thi gian t lc nhn n t hng cho n khi giao sn phm cui cng n nh bn l. Hn th na, vic u t ny s gip chui cung ng tr nn gn nh (lean supply chain) v c th p ng nhanh nhu cu ca khch hng. Bi hc 3: u t v xy dng li h thng thng tin mi h tr cho chui cung ng. K t khi gp tht bi trong vic thc hin chng trnh d on nhu cu do I2 Technology cung cp, Nike mnh dn u t ti cu trc li h thng thng tin vn l xng sn ca chui cung ng. Di s dn dt ca Charles D.Denson, ng ch tch tp on Nike vi Mark G. Parker[ii][3], Nike u t 500 triu USD xy dng h thng thng tin mi nhm thay th h thng c vn c xy dng mt cch vi vng m kt qu l hn 27 h thng thng tin ton cu khc nhau khng th tch hp c. Bi hc 4 : Nng cao s cng tc (collaboration) vi cc i tc trong chui cung ng. ni lin gia nh sn xut v nh bn l, Nike xc nh s cng tc l mt trong nhng yu t quan trng cho s thnh cng ca chui cung ng. iu ny c th hin r trong quy trnh la chn nh cung cp. Nike s t chi t hng nh sn xut nu nh nh sn xut khng th hin thi hp tc trong qu trnh la chn. Hay nh Nike cng vi cc cng ty nh HP, Home Depot, IKEA, MattelFAO-Schwarz-Toy-Designer cng tc vi cc hng vn chuyn thnh lp Clean Cargo Group ng gp n s pht trin bn vng vn ti bin. Bi hc 5 : Thc hin tt qun l hng tr li (reverse logistics) nhm nng cao hnh nh thng hiu v trch nhim x hi. Hot ng qun l hng tr li (reverse logistics)
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Nike Chnh sch phn phi quc t Marketing quc t Nhm Nike ___________________________________________________________________________

thng c xem l mt hot ng khng em li li ch v tn chi ph trong qu trnh qun tr chui cung ng. Tuy nhin ngy nay nhiu cng ty xem hot ng ny nh mt hot ng chin lc m c kh nng nng cao c tnh cnh tranh chui cung ng trong di hn. Khch hng thng quan st hnh vi ca cng ty v s tn nhim ca h dnh cho cng ty c th c nng ln thng qua vic x l tt qun l hng tr li. Mt s nghin cu ch ra rng Nike thu hi li cc i giy qua s dng v ti sn xut li thnh nhng sn bng r v nhng ng chy dnh cho cng ng nh mt n lc ng gp li cho x hi. Cng ty tin tng rng hot ng ny s nng cao c gi tr thng hiu v to nn s trung thnh i vi khch hng. Bi hc 6: Xy dng chng trnh lin tc kinh doanh (business continuity) nhm qun l ri ro t hot ng thu ngoi. Theo cc chuyn gia, hot ng thu ngoi c th tit kim chi ph, tuy nhin nhng ri ro i km cn phi c qun tr tt. R rng nht l vic mt i mt nh cung cp trong chui cung ng c th em n nhng nh hng khng tt i vi nhng nh sn xut hay l khch hng, vn l nhng mt xch trong chui. Nhn thy c iu ny, Nike xy dng chng trnh kinh doanh lin tc trong xc nh r tng ngi s qun tr ri ro ti tng mt xch ca chui.

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Nike Chnh sch phn phi quc t Marketing quc t Nhm Nike ___________________________________________________________________________

PH LC +1. Chnh sch tin tin v Nng lng v Kh hu (Business for Innovative Climate and Energy Policy1-BICEP): http://www.ceres.org/bicep +2. MAV (Management Audit Verification) la mt cng cu anh gia lao ng c thit kt thc hin vic anh gia thng qua phn tich cac vn chinh nh gi lam vic, tin lng, li nhun, h thng khiu nai va t do v oan th. http://www.nikebiz.com/responsibility/workers_and_factories.html +3. ESH (Environment, Safety and Health) anh gia v nhng hanh ng khng tun theo quy tc va h thng quan ly tai cac nha may san xut ngoai. Cng cu anh gia nay tp trung n cac yu t v mi trng, sc khoe va s an toan. Nhng inh chun cho ban anh gia nay da trn ESH-CLS nhng h thng tiu chun lanh ao.Theo o, Nike u tin giam sat tai cac thanh vin hp ng chu cht cua minh, chim khoang chng 130. Nike tp trung vao 20% cac cng ty hp ng ma ong vai tro v 80% mi quan h chin lc, dai han vi Nike. +4. SHAPE (Safety, Health, Attitude, People and Environment) anh gia v an toan , sc khoe, thai , nhn vin va mi trng tai cac cng ty hp ng cua Nike. +5. Qu Nike (Nike Foundation)5: http://www.nikefoundation.org/ +6. LIVESTRONG6: http://www.livestrong.org/ +7. HumanRace7: http://nikerunning.nike.com/nikeos/p/nikeplus/en_US/humanrace/? id=race_day + Bn bo co ti chnh nm 2010 Nike (Annual report): http://invest.nike.com/phoenix.zhtml?c=100529&p=irol-reportsAnnual +8. Bn bo co y Nike vo nm ti chnh 2009 v 2010(Full report):
http://www.nikebiz.com/crreport/content/pdf/documents/full-report.pdf

+ Cc trang web ca Nike: http://nike.com/ , http://store.nike.com , http://swoosh.com/ , http://nikebiz.com/ + Cc cng ty hp ng Nike: http://www.nikebiz.com/crreport/content/workers-andfactories/3-2-2-factory-monitoring-and-results.php?cat=profiles

+ EC9B.pdf: Nike Channel Conflict, Stanford University, Case Number: EC-9B, thng 2 nm 2000: https://gsbapps.stanford.edu/cases/documents/EC9B.pdf + Hart_nike_case_a.pdf: D n World shoe, World Resources Institute.

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