Mc lc

M U ................................................................................................................................3
1.
2.
3.

L DO CHN TI................................................................................................................. 3
PHM VI NGHIN CU. ............................................................................................................ 3
PHNG PHP NGHIN CU. ................................................................................................... 3

CHNG I : C S L LUN V QUN TR CHIN LC TRONG CNG TY. ........3

1.1
1.2
1.3
1.4

KHI NIM V NHIM V CA QUN TR CHIN LC TRONG CNG TY. ............................. 3

M HNH HOCH NH CHIN LC. .................................................................................. 4
CC CP QUN TR CHIN LC V LNH O CHIN LC.......................................... 4
CC BN HU QUAN TRONG QUN TR CHIN LC. ........................................................... 5

CHNG II PHN TCH V THIT LP CHIN LC CA TP ON

VINGROUP. ..........................................................................................................................5
2.1 GII THIU TP ON VINGROUP. ...................................................................................... 5
2.1.1 Gii thiu chung. ............................................................................................................ 6
2.1.2 Lch s hnh thnh v pht trin. ................................................................................... 6
2.1.3 Lnh vc hot ng. ...................................................................................................... 10
2.2 XY DNG TM NHN,S MNH, MC TIU CA TP ON VINGROUP. ............................ 10
2.2.2 Tm nhn. ...................................................................................................................... 10
2.2.3 S mnh. ....................................................................................................................... 10
2.2.4 Mc tiu. ....................................................................................................................... 11
2.2.4.1 Mc tiu di hn. ................................................................................................... 11
2.2.4.2 Mc tiu ngn hn. ................................................................................................ 11
2.3 PHN TCH TC NG CA CC YU T THUC MI TRNG BN NGOI V BN TRONG
CA TP ON VINGROUP. ........................................................................................................... 12
2.3.2 Mi trng bn ngoi. .................................................................................................. 12
2.3.2.1 Cc yu t bn ngoi. ............................................................................................ 12
2.3.2.2 Ma trn EFE v CPM ........................................................................................... 17
2.3.3 Mi trng Bn trong ................................................................................................... 19
2.3.3.1 Cc yu t bn trong. ............................................................................................ 19
2.3.3.2 Ma trn IFE. .......................................................................................................... 21
2.4 PHN TCH V LA CHN CHIN LC BNG CC MA TRN KT HP CA TP ON
VINGROUP. ................................................................................................................................... 21
2.4.2 Ma trn SWOT .............................................................................................................. 24
2.4.3 Ma trn TOWS .............................................................................................................. 26

2.4.4 Ma trn BCG ................................................................................................................ 27

2.4.5 Ma trn bn trong IE .................................................................................................... 27
2.4.6 Ma trn QSPM.............................................................................................................. 28
CHNG III CC GII PHP CHIN LC A RA ................................................. 29
KT LUN: ......................................................................................................................... 29
TI LIU THAM KHO. ................................................................................................... 30

M u
1. L do chn ti.
Thc t hin nay, nhiu cng ty Vit Nam, nht l nhng cng ty nh nhng pht trin
nhanh, thng b cun vo vng xoy ca cng vic pht sinh hng ngy. Nhng cng
vic lin quan n sn xut hoc mua hng, tm kim khch hng, bn hng, giao hng,
thu tin, qun l hng tn, cng n Hu ht nhng vic ny c gii quyt theo yu
cu pht sinh, xy ra n u, gii quyt n , ch khng h c hoch nh mt cch
bi bn, qun l mt cch c h thng hoc nh gi hiu qu mt cch khoa hc.
Vic thc hin theo s v chim ht thi gian ca cc cp qun l nhng vn b ri v
lun lun b ng. Qun tr vin cp cao, nht l cc gim c iu hnh, thng b cng
vic s v dn dt n mc lc ng lc no khng bit. Nh ngi i trong rng,
khng c nh hng r rng, ch thy u c li th i, dn n cng i, cng b lc.
Qun tr chin lc gip t chc, doanh nghip xc nh r rng c mc tiu, hng i,
vch ra cc con ng hp l v phn b cc ngun lc mt cch ti u m bo i
n mc tiu nh trong qu thi gian cho php.
Hiu c tm quan trng ca vic qun tr chin lc trong cng ty, mc ch ca bi
tiu lun nhm thc hnh cc kin thc c hc vn dng vo mi trng thc t.
2. Phm vi nghin cu.
Trong ni dung ca bi tiu lun ny c xy dng phm vi ca Tp on Vingroup,
vi chin lc mang cp cng ty. Ni dung ca bi tiu lun l cng vic phn tch v
thit lp cc chin lc ca tp on Vingroup.
3. Phng php nghin cu.
Phng php nghin cu c s dng trong bi tiu lun thit lp ma trn cc yu t
quan trng, tin hnh cho im theo phng php chuyn gia nh gi cc vn . T
a ra cc chin lc ti u.
Chng I : C S L LUN V QUN TR CHIN LC TRONG CNG TY.
1.1 Khi nim v nhim v ca Qun tr chin lc trong cng ty.
Khi nim: Qun tr chin lc l mt hot ng khoa hc v ngh thut thit lp, thc
hin v nh gi cc quyt nh lin quan n cc chc nng qun tr cho php mt t
chc t c nhng mc tiu ra.
Nhim v:
3

To lp mt vin cnh
Thit lp cc mc tiu
Xy dng chin lc
Thc thi v iu hnh cc chin lc
nh gi & iu chnh

1.2 M hnh hoch nh chin lc.

S ca m hnh hoch nh chin lc c bn

1.3 Cc cp qun tr chin lc v lnh o chin lc.
Trong cng ty, chin lc c phn chia thnh 3 cp :

 Chin lc cp cng ty: Chin lc cp cng ty lin quan n vic la chn cc

hot ng kinh doanh cc n v kinh doanh phi cnh tranh, ng thi c s
pht trin v phi kt hp gia cc n v vi nhau.
Chin lc cp n v kinh doanh: Mt n v kinh doanh chin lc c th l mt
b phn trong doanh nghip, mt dng sn phm hay mt khu vc th trng,
chng c th c k hoch ha mt cch c lp.
Chin lc cp b phn chc nng: Cp chc nng ca t chc cp n cc
b phn tc nghip. Chin lc cp ny lin quan n cc quy trnh tc nghip
ca cc hot ng kinh doanh v cc b phn ca chui gi tr. Chin lc cc
chc nng marketing, ti chnh, ngun nhn lc hay nghin cu v pht trin nhm
vo pht trin v phi kt hp cc ngun lc m thng qua cc chin lc cp
n v kinh doanh c thc hin mt cch hiu qu.
1.4 Cc bn hu quan trong qun tr chin lc.
Cc bn hu quan : Cc c nhn hay nhm c tc ng, v chu tc ng ca cc kt cc
chin lc,h c quyn i hi i vi thnh tch ca doanh nghip. Bao gm
Cc bn hu quan bn ngoi:

Khch hng
Nh cung cp
Chnh ph
Cng on
Cng ng a phng
Cng chng

Cc bn hu quan bn trong:

C ng
Nhn vin
Nh qun tr
Thnh vin ban qun tr

Cc bn hu quan thit lp mi quan h trao i :Cung cp cho cng ty cc ngun lc

quan trng (s ng gp). Qua trao i h k vng tha mn cc li ch ca mnh.
Chng II PHN TCH V THIT LP CHIN LC CA TP ON
VINGROUP.
2.1 Gii thiu tp on Vingroup.
5

2.1.1 Gii thiu chung.

Tp on Vingroup - Cng ty CP (gi tt l "Tp on Vingroup"), tin thn l Tp on
Technocom, c thnh lp ti Ukraina nm 1993 bi nhng ngi Vit Nam tr tui,
hot ng ban u trong lnh vc thc phm. Sau nhng thnh cng trn nc bn, t nm
2000, Technocom - Vingroup tr v Vit Nam u t vi c vng c gp phn xy
dng t nc.
Thng 1/2012, Cng ty CP Vinpearl sp nhp vo Cng ty CP Vincom v chnh thc hot
ng di m hnh Tp on vi tn gi Tp on Vingroup - Cng ty CP. N lc v mit
mi t nhng bc i u tin, Vingroup lm nn nhng iu k diu tn vinh
thng hiu Vit v t ho l Tp on kinh t t nhn hng u Vit Nam c xy dng
bi chnh nhng ngi con Vit v thnh cng bi chnh tr tu, bn lnh v kht vng
Vit Nam.
bt c lnh vc no, khi tham gia, Vingroup u chng t vai tr ngi tin phong v
dn dt s thay i xu hng tiu dng vi vic em n cho th trng nhng sn phm
dch v theo tiu chun quc t. Tnh n thng 9/2012, vi vic s hu v gi quyn chi
phi ti gn 30 d n BS v du lch cao cp; c mc vn ho ln nht th trng chng
khon Vit Nam (gn 2,5 t USD), Vingroup ang c nh gi l mt trong nhng tp
on c s pht trin nng ng v bn vng nht Vit Nam vi nhiu tim lc hi nhp
quc t vn ln tm khu vc v th gii.
2.1.2 Lch s hnh thnh v pht trin.
Tp on Vingroup c thnh lp sau s kin sp nhp ca 2 cng ty Bt ng sn hng
u ca Vit Nam: Cng ty C phn Vincom v Cng ty C phn Vinpearl.
Cng ty C phn Vincom (Vincom) tin thn l Cng ty C phn Thng mi Tng hp
Vit Nam, c chnh thc thnh lp vo ngy 3/5/2002 ti H Ni. Vincom hot ng
ch yu trong lnh vc u t, xy dng, kinh doanh dch v Bt ng sn, Trung tm
thng mi ("TTTM") v l ch s hu ca cc d n quy m trn khp cc thnh ph
trn c nc nh: T hp d n Vincom Center B Triu, Vincom Center TP.HCM, Royal
City, Times City, Vincom Village,
Cc mc pht trin ca Vincom:
Thng 05/2002: Thnh lp Cng ty C phn Thng mi Tng hp Vit Nam vi vn
iu l ban u l 196 t ng. D n u tin ca cng ty l xy dng v qun l khu
6

TTTM - Dch v - Vn phng cho thu ti 191 B Triu, Qun Hai B Trng, H Ni
(Ta nh Vincom Center B Triu);
Thng 11/2004: Vincom Center B Triu chnh thc i vo hot ng, gp phn xy dng
vn ha mua sm hin i ca Th ;
Thng 08/2009: Vi s kin a Trung tm Thng mi Vincom II ti Vincom Center B
Triu i vo hot ng, Vincom khng nh TTTM Vincom Center B Triu l mt
trong nhng TTTM ln nht Vit Nam, l Thin ng mua sm ca Vit Nam;
Qu 4/2009
Hon tt vic xy dng v bn giao cc cn h cao cp ti Khu cn h Vincom
Center B Triu;
L doanh nghip Vit Nam u tin pht hnh thnh cng 100 triu la M tri
phiu chuyn i Quc t nim yt ti S Giao dch Chng khon Singapore;
Thng 04/2010: T hp vn phng v trung tm thng mi ca Vincom Center B TP. H
Ch Minh bt u i vo hot ng;
Thng 10/2010: Hon tt vic xy dng Vincom Financial Tower ti Qun 1, TP. H Ch
Minh;
Thng 02/2011: Khai trng Vincom Real Estate Trading Center - Sn giao dch Bt ng
sn mi mang tiu chun quc t ti Tng 4, Ta nh Vincom Center H Triu, 191 B
Triu, H Ni;
Thng 03/2011: Cng b hnh thnh chui Trung tm Thng mi ln v ng cp nht
Vit Nam mang thng hiu Vincom: Vincom Center v Vincom Mega Mall, c xy
dng ti khp cc th ln ca Vit Nam;
Thng 6/2011: 100 triu la M Tri phiu chuyn i Quc t ca Cng ty pht hnh
nm 2009 c chuyn i thnh c phiu hoc tt ton;
Thng 10/2011: Cng b sp nhp Cng ty CP Vinpearl vo Cng ty CP Vincom;
Thng 11/2011:
Bn giao bit th Vincom Village ( hon thin phn th) cho ch u t.
Bn giao mt bng TTTM Vincom Center Long Bin cho khch thu.
Thng 12/2011:

 Khai trng TTTM Vincom Center Long Bin H Ni Vincom Village;

Chuyn ton b tr s Cng ty v Vincom Village Long Bin H Ni.
Cng ty C phn Vinpearl (Vinpearl) tin thn l Cng ty TNHH u t Pht trin Du
lch Thng mi v Dch v Hn Tre, c thnh lp ngy 25/07/2001 ti Nha Trang
Khnh Ha. Vinpearl hot ng ch yu trong lnh vc u t, kinh doanh dch v du lch,
bt ng sn v l ch s hu ca cc d n quy m trn khp cc thnh ph du lch trn
c nc nh: Khu lin hp ngh dng, gii tr bin o 5 sao ng cp quc t ti o
Hn Tre, thnh ph Nha Trang vi cc cng trnh: Cng vin gii tr Vinpearl Land,
Khch sn 5 sao Vinpearl Resort Nha Trang, Khch sn ng cp 5+ sao Vinpearl Luxury
Nha Trang, Sn golf 18 l bn bin tuyt p (Vinpearl Golf Club); Khch sn ng cp
5+ sao Vinpearl Luxury Nng (Qun Ng Hnh Sn, Nng),
Cc mc pht trin ca Vinpearl:
Thng 7/2001: Thnh lp Cng ty TNHH Du lch v thng mi Hn Tre ti thnh ph
bin Nha Trang, tnh Khnh Ho - mt trong nhng a danh c tim nng du lch phong
ph v v tr a l thun li vi vnh Nha Trang cng cc im n p ni ting nh
Vnh Vn Phong, m Nha Phu D n u tin Cng ty xy dng l khu khch sn 5
sao Vinpearl Resort Nha Trang (Khch sn 5 sao Hn Ngc Vit);
Nm 2002: Trin khai xy dng giai on I D n Khch sn Vinpearl Resort Nha Trang
vi tng s vn u t ban u l 430 t ng;
Nm 2003: Khai trng khch sn 5 sao Vinpearl Resort Nha Trang, a 225 phng ngh
theo chun 5 sao vo hot ng;
Thng 12/2003: Khai trng Khu vui chi gii tr Vinpearl Land, a Hn Tre kh cn tr
thnh mt o ngc Vinpearl lng ly biu tng mi v sc vn ln mnh m ca du
lch Nha Trang Khnh Ho ni ring v du lch Vit Nam ni chung;
Nm 2004 - 2005: Khai thc hiu qu d n khch sn Vinpearl Resort Nha Trang v khu
vui chi gii tr Vinpearl Land. Phi hp vi cc n v t vn v qun l nc ngoi
trong vic qun l hot ng kinh doanh v dch v tip thu v hc hi nhanh nht
cung cch qun l tin tin ca phng Ty;
Nm 2006: ng cai t chc Vng Chung kt Hoa hu Vit Nam 2006 ti khu Cng vin
gii tr Vinpearl Land;
Thng 10/2006

 T chc thnh cng Hi ngh cp B trng v Th trng ngnh Ti chnh - Du

lch, nm trong khun kh Hi ngh APEC.
T chc thnh cng cuc thi Ph n Th k 21, Sao Mai im hn, Duyn dng
Vit Nam 16;
Ngy 10/3/2007: Khnh thnh Cp treo Vinpearl - cp treo vt bin di nht th gii vi
chiu di 3.320 m, ni lin t cng du lch Ph Qu vo o Hn Tre. Cp treo Vinpearl
l biu tng ca ngnh du lch Nha Trang v l im n hp dn du khch mi khi n
thm thnh ph bin Nha Trang xinh p;
Nm 2007
- Khai trng thm khu khch sn mi Deluxe Vinpearl Resort Nha Trang, nng tng s
phng ngh tiu chun 5 sao ln 485 phng
- T chc thnh cng cuc thi Hoa hu Th gii ngi Vit ln th nht ti Vinpearl Nha
Trang, a thng hiu Vinpearl pht trin mt cch bn vng, tr thnh hn o ca sc
p v s kin;
Ngy 31/1/2008: Chnh thc tr thnh cng ty i chng nim yt trn sn giao dch
chng khon thnh ph H Ch Minh vi m VPL, tr thnh c phiu vua ca ngnh du
lch v nm trong top 10 cng ty c gi tr vn ha ln nht th trng;
Nm 2010: T chc thnh cng cuc thi Hoa hu Th gii ngi Vit, cuc thi Hoa hu
Tri t ti Vinpearl Nha Trang;
Ngy 28/5/2011: Khai trng v a vo hot ng khu ngh dng Vinpearl Luxury Nha
Trang ng cp 5 sao (+) sao v sn Golf bin o u tin Vinpearl Golf Club. y l s
kin nh du vic hon thin c bn cc hng mc d n trong t hp Vinpearl Nha
Trang - t hp du lch u tin m Vinpearl dy cng vun p trong sut mt thp k;
Ngy 3/7/2011: Khai trng khu ngh dng c bit cao cp Vinpearl Luxury Nng,
nh du bc tin quan trng trong chin lc pht trin chui d n mang thng hiu
Vinpearl trn ton lnh th Vit Nam v l s trnh lng y thuyt phc ca Vingroup ti
Nng thnh ph ln th 3 ca c nc;
Thng 1/2012: Cng ty CP Vinpearl sp nhp vo Cng ty CP Vincom. Sau sp nhp,
Cng ty CP Vinpearl chuyn i hnh thc thnh Cng ty TNHH Mt Thnh vin v i
tn thnh Cng ty TNHH Mt Thnh vin Vinpearl.
Cc mc pht trin ca Vingroup:

Thng 1/2012: Sp nhp Cng ty C phn Vinpearl, nng tng s vn iu l ln gn

5.500 t ng v thng qua chin lc xy dng v pht trin Tp on vi 4 nhm
thng hiu: Vincom (Bt ng sn), Vinpearl (Du lch gii tr), Vincharm (Chm sc
sc p v sc kho), Vinmec (Dch v y t cht lng cao) v hot ng vi t cch php
nhn mi: Tp on Vingroup.
2.1.3 Lnh vc hot ng.
Vingroup s tp trung vo 4 a ht sau y :
Vincom (Bt ng sn). Vincom hin s hu hng lot cc d n, t hp bt ng sn
ln nh Vincom Center B Triu, Vincom Center Tp.HCM, Vincom Village, Times
City, Royal City,Vincom Mega Mall
Vinpearl (Du lch gii tr). Vinpearl ang s hu nhng t hp v d n du lch
Vit Nam nh Vinpearl Nha Trang (Vinpearl Resort Nha Trang, Vinpearl Land,
Vinpearl Luxury Nha Trang, Vinpearl Golf Club); Vinpearl Luxury Nng; Vinpearl
Resort Hi An
Vincharm (Chm sc sc p v sc kho) vi cc c s Vincharm Spa B Triu,
Vincharm Spa Nha Trang, Vincharm Spa Nng, Vincharm Spa Long Bin,
Vincharm Health Club TPHCM, Vincharm Spa Long Bin
Vinmec (Dch v y t cht lng cao). Gm Bnh vin a khoa Quc t Vinmec,
ti Khu th Times City H Ni.
2.2 Xy dng tm nhn,s mnh, mc tiu ca tp on Vingroup.
2.2.2 Tm nhn.
Bng kht vng tin phong cng chin lc u t - pht trin bn vng, VINGROUP
phn u tr thnh Tp on kinh t a ngnh hng u Vit Nam v khu vc; hng n
mt Tp on mang ng cp quc t.VINGROUP mong mun to nn mt thng hiu
Vit, th hin tm vc tr tu v nim t ho Vit Nam trn trng quc t.
2.2.3 S mnh.
i vi th trng: Cung cp cc sn phm dch v cao cp vi cht lng quc t v
am hiu bn sc a phng; mang tnh c o v sng to cao. Bn cnh gi tr cht
lng vt tri, trong mi sn phm dch v u cha ng nhng thng ip vn ha,
nhm tha mn ti a nhu cu chnh ng ca khch hng.
i vi c ng v i tc: cao tinh thn hp tc cng pht trin; cam kt tr thnh
Ngi ng hnh s 1 ca cc i tc v c ng; lun gia tng cc gi tr u t hp
dn v bn vng.
10

i vi nhn vin: Xy dng mi trng lm vic chuyn nghip, nng ng, sng to v
nhn vn; to iu kin thu nhp cao v c hi pht trin cng bng cho tt c nhn vin.
i vi x hi: Hi ha li ch doanh nghip vi li ch x hi; ng gp tch cc vo cc
hot ng hng v cng ng, th hin tinh thn trch nhim cng dn v nim t ho
dn tc.
2.2.4 Mc tiu.
2.2.4.1 Mc tiu di hn.
1.
2.
3.
4.
5.
6.
7.
8.

Gi tr thng hiu v uy tn m bo, thu ht khch thu ng cp v khch hng

cao cp.
Bn sn phm vi s lng v mc gi tt hn ti cc d n mi, tp trung vo
phn khc khch hng trung - cao cp Vit Nam.
Tp on tin phong, vi v th dn dt v tim nng pht trin trong lnh vc bt
ng sn, bn l v dch v.
Duy tr th phn cao vi li th y m rng phn khc trung - cao cp.
To ra hiu ng cng hng khai thc tt tng phn khc khch hng trng tm.
C kh nng hng n nhiu tng lp khch hng trung - cao cp thng qua cc
chng trnh hi vin a dng.
Ngun doanh thu thng xuyn tng trng qua tng nm nh tng danh mc ti
sn khai thc v tc tng trng ca cc hot ng.
Chuyn nhng bt ng sn thnh cng gip ti s dng vn v tn dng khon
ng trc ca ngi mua.

2.2.4.2 Mc tiu ngn hn.

1. Tp trung vo cc khu phc hp cao cp, quy m ln ti cc v tr c a v tip
tc m rng ti cc thnh ph chin lc
Pht huy chuyn mn v kinh nghim trong vic xc nh v c c cc v
tr p;
Mc tiu khai thc phn khc th trng trung n cao cp;
p ng ng thi cc nhu cu v nh , trung tm thng mi, tin ch cao
cp bng cc d n phc hp vo tnh hp dn ca sn phm;
Pht trin cc khu ngh dng v bit th cao cp.
2. Tng trng doanh thu thng xuyn v hng n phn khc khch hng mc tiu
Pht trin danh mc u t v duy tr hiu sut hot ng cao ti cc ta nh
thng mi (vn phng, trung tm thng mi), cc khch sn v khu vui chi gii tr:
11

Cho ngun thu n nh v thng xuyn.

Tng t sut sinh li.

Hng n thu nhp ngy cng tng ca tng lp trung v cao cp, p ng nhu
cu ngy cng cao v a dng ca cc phn khc ngi tiu dng mc tiu pht
trin.
3. a dng v tng thu nhp t bt ng sn

Pht trin cc d n ln ti cc khu vc c tc tng trng cao.

M rng phn khc trung cao cp;

M rng c hi kinh doanh v tng doanh thu bng cch cung cp cc sn phm
a dng, gi c hp l;

Phng thc pht trin cn trng, theo 2 hng:

Pht trin bt ng sn bn

Vn hnh bt ng sn c doanh thu thng xuyn n nh

Tn dng khon tin ng trc ca ngi mua ti cc d n gim nhu cu

tng vn.
4. Tng cng pht trin nng lc i ng bn, cho thu, qun l d n, v qun l bt
ng sn ni b
Pht trin nng lc ni ti tng cng hiu qu v h tr danh mc u t bt ng
sn thng mi:

Bn v cho thu
Qun l d n
Qun l bt ng sn

2.3 Phn tch tc ng ca cc yu t thuc mi trng bn ngoi v bn trong ca

tp on Vingroup.
2.3.2 Mi trng bn ngoi.
2.3.2.1Cc yu t bn ngoi.
A. Mi trng v m:
a) Kinh t.

12

Nn kinh t ca Vit Nam trong nm 2012 vi tc tng trng GDP mc 5,03% y

l mc tng trng thp nht trong vng 12 nm qua . Km theo cc ch s v lm pht
t 6,81 %. Mc li sut cho vay dao ng trong khong 12-15%. Tnh hnh, th trng
tiu dng trong nc m m v cha thy du hiu pht trin.
Nhiu doanh nghip b ph sn con s thng k vo cui nm 2012 l khong 55000
doanh nghip. iu ny nh hng ti s gim v khch hng mua v s dng dch v ca
cng ty.
Th trng bt ng sn chung ang b ng bng bi hng tn kho ln, v chi ph nguyn
vt liu gia tng.
Tuy bi cnh kinh t c s m m, ni ln trong vn c cc thnh ph ln ang pht
trin c tc pht trin cao nh Nng , Bnh Dng. y l cc th trng tim nng
ca cng ty.
Kt lun:
Nn kinh t tng trng chm, v kh kim sot.
Th trng doanh nghip, cng ty ang b suy gim.
Tim nng pht trin thnh ph ln.
b) X hi.
Dn s ca Vit Nam khng ngng gia tng trong nhng nm qua, c bit l t l ngi
c thu nhp cao ( trn 10 triu ng/ thng) chim 1/5 dn s ang c tc gia tng cao
1,2%/ nm.
Vi mc thu nhp cao, ngi Vit Nam bt u ch ti vic i du lch v s dng cc
dch v cao cp, ngh dng.
iu ny gip m rng th trng ca cng ty.
Bn cnh ngun nhn lc cht lng cao c o to ti cc trng i hc mi nm
v cc chuyn nghnh thuc xy dng v qun tr c gia tng c v cht v lng. Cng
vi lc lng du hc sinh t bn ngoi m ra 1 th trng lao ng cht lng cao i vi
cng ty.
Kt lun:
Th trng ngi tiu dng c thu nhp cao ang c m rng.
Th trng ngun lao ng cht lng cao ln.
13

c) Chnh tr
Vic quan h v hot ng vi cc chnh khch l 1 iu quan trng gip cng ty pht
trin n inh. Bi vy, cn nh gi v yu t ny.
Vit Nam c nh gi cao v mc n chnh tr, iu ny to tin cho vic pht
trin kinh t. Bn cnh l cc chnh sch u i v thu v li vay i vi cc doanh
nghip Vit Nam hot ng hiu qu c ch trng u t bt ng sn. y l c hi
tip xc vi ngun vn gi r v gia tng thu nhp ca cng ty.
Bn cnh , nh hng t c ch qun l hnh chnh l 1 nguy c c th nh hng ti
hot ng ca cng ty.Nu tn dng tt c th gip cng ty c c cc d n tt.
Ti mt s a phng, hot ng ku gi u t pht trin du lch ang c tng cao
nh Tha Thin Hu, Qung Nam cc doanh nghip c u i v t ai pht trin du
lch
Kt lun:
Chnh sch u i v thu v li sut.
Chnh sch u i v t ai.
Tn dng c hi t c ch hnh chnh.
d) Cng ngh
Cng ngh l yu t gip khng nh v th cung cp sn phm cao cp ca tp on
Vingroup.
Hin nay, ti Vit Nam a phn cc cng ngh hin i u phi nhp khu t nc
ngoi. iu ny c th gy cn tr ti s hot ng ca cng ty
Kt lun: Kh khn trong vic tip cn cng ngh tin tin.
e) T nhin
Vi lnh vc hot ng v bt ng sn ca tp on Vingroup th t ai c xem l yu
t quan trong bc nht i vi hot ng ca cng ty. c bit l cc v tr p v phong
thy tt.

14

Vit Nam l 1 quc gia c nhiu a im p v hp dn, iu ny to nn c hi pht

trin cc sn phm bt ng sn ca cng ty, hin ti vn cn nhiu im cha c khai
thc hoc c khai thc m cha cao. Nh ti cc thnh ph ven bin min trung, nam:
Ph Yn, Ninh Thun, Bnh Thun.
Kt lun: C nhiu v tr p.
B. Mi trng tc nghip.
Mi trng tc nghip y c phn tch theo 5 yu t ca Michael E Porter: Vi v
th dn u trn phn khc bt ng sn cao cp, y l mt phn khc mi ang dng
tim nng pht trin bi vy cc yu thuc i th tim nng v sn phm thay th cha
xut hin r rng v y .
a) i th cnh tranh.
Vi 1 doanh nghip hot ng trong lnh vc u t bt ng sn cao cp cc yu t cnh
tranh quyt nh s thnh bi ca cng ty l:

Quy m cng ty ln.

Kh nng huy ng vn .
Lc lng qun l hiu qu.
Nhn vin chuyn nghip.
R&D u t cao.
Sn phm cht lng cao, tin nghi.
Kin trc c o.
Thi gian hon thnh d n ngn.
Thn thin vi mi trng.
Th trng ln.
Khch hng ng cp.
Thng hiu uy tn.

Hin ti tp on Vingroup ang ng u trong linh vc bt ng sn cao cp m cng ty

tham gia, v th ny mang ti cho Vingroup 1 th trng rng ln v y tn cao trn th
trng bt ng sn. Bi vy, cn cng c vng chc v tr ny v pht trin hn na
Cc i th cnh tranh hin ti ca Tp on Vingroup l cc cng ty c cc d n u
t bt ng sn cao cp( Kappell land, Kumho, Parkson) u l cc i th ln t chu
. Tuy vy, v kinh nghim hot ng Vit Nam ca h vn cha cao, th hin bng s
d n cn t.
15

i th tim nng .
Vi ming bnh bo b hin ti phn khc bt ng sn cao cp mang s gy s nhm
ng ca cc nh u t ln c bit l cc nh u t nc ngoi, h c tim lc ti chnh
v kinh nghim lu nm trong lnh vc ny. C th k ti l chui casino ca Sheldon
Adelson . Bi vy y s l nhng i th tim nng to nn mi e da vi cng ty.
Kt lun:
V th ngi tin phong.
Mi e da t cc i th nc ngoi.
b) Nh cung ng.
Vi lnh vc bt ng sn cc nh cung ng ng vi tr quan trng trong hot ng ca
cng ty.
Cc nh cung ng l :
Nh cung ng nguyn vt liu: Vi tnh hnh gi c hin ti ang leo thang nh hin nay,
gi nguyn vt liu c ng ang gia tng ng k.
Nh cung ng ti chnh: Cc sn giao dch chng khon ca Vit Nam trong nm 2012
tri qua 1 nm m m, kh khn. iu ny, lm kh khn ti vic tip cn ngun vn.
Kt lun:
Ga c nguyn vt liu gia tng.
Kh tip cn ngun vn trn th trng chng khon Vit Nam.
c) Khch hng.
Vi nhng khch hng VIP c thu nhp cao, h khng xem yu t ti chnh l th nht m
i vi h sn phm mang ti cho h s tha mn nhu cu mi l quan trng nht. Bi
vy, trong qu trnh hot ng ca mnh p ng nhu cu ca khch hng mc tiu c
th l 1 kh khn cho cng ty.
Sc khe l yu t ang c ng o ngi Vit Nam ch .
Kt lun:
Th trng s dng cc dch v chm sc sc khe gia tng.
16

 Th trng du lch ngh dng gia tng.

2.3.2.2Ma trn EFE v CPM

STT
1
2
3
4
5
6
7
8
9

H s
quan
trng

Cc yu t ch yu bn ngoi
C hi
Gia tng ngi tiu dng c thu nhp cao
Kh nng tip cn ngun lao ng cht lng cao
Chnh sch u i v li sut
Chnh sch u i v t ai
Nhiu v tr t p
Th trng du lch ngh dng gia tng.
Th trng chm sc sc khe gia tng
Tim nng pht trin cc thnh ph ln
C hi t c ch hnh chnh

0.05
0.05
0.05
0.07
0.09
0.09
0.08
0.07
0.07

Phn
loi

S im
quan
trng

3
3
2
2
4
4
4
3
2

0.15
0.15
0.1
0.14
0.36
0.36
0.32
0.21
0.14

Nn kinh t tng trng chm

0.04
2
Th trng doanh nghip, cng ty tng trng
chm
0.09
4
Kh tip cn cng ngh hin i
0.06
3
Mi e da t i th nc ngoi
0.07
2
Ga c vt liu gia tng
0.07
3
Kh tip cn vn trn th trng chng khon
0.05
2
Tng cng =
1
Ma trn cc yu t bn ngoi EFE ca tp on Vingroup

0.08

Mi e da
1
2
3
4
5
6

0.36
0.18
0.14
0.21
0.1
3

Nhn xt: Qua ma trn EFE trn ta thy, hot ng trong lnh vc bt ng sn. Ta thy
cc yu t mi trng trong nm 2012 va qua m ra nhiu c hi cho tp on Vingroup.
Cc yu t quan trng nh khch hng thu nhp cao, nhu cu v ngh dng v cc v tr
t p c s pht trin mnh. y l c hi ln cho cng ty.Bn cnh c ng phi ch
ti cc yu t kinh t v i th cnh tranh c bin php phng. Cng c v tr tin
phong trn th trng Bt ng sn cao cp ca mnh.

17

SST
1
2
3
4
5
6
7
8
9
10
11
12

Cc yu t mi trng cnh
tranh

Tp on Keppel
Land
Phn loi
4
3
3
3
4

0.09
0.09

4
3

3
3

Tp on Kumho

Tp on Parkson

s im
0.32
0.27
0.24
0.24
0.28

Phn
loi
4
3
3
3
3

s
im
0.32
0.27
0.24
0.24
0.21

Phn
loi
3
3
3
3
3

s
im
0.24
0.27
0.24
0.24
0.21

0.27
0.27

2
2

0.18
0.18

3
2

0.27
0.18

0.08
3
0.24
3
0.24
3
0.06
3
0.18
3
0.18
3
0.08
3
0.24
3
0.24
3
0.1
4
0.4
4
0.4
3
0.1
4
0.4
3
0.3
3
1
3.45
3.25
Ma trn hnh nh cnh tranh CPM ca tp on Vingroup

0.24
0.18
0.24
0.3
0.3
2.9

2
3
3
3
2

0.16
0.18
0.24
0.3
0.2
2.73

Quy m cng ty ln.

Kh nng huy ng vn .
Lc lng qun l hiu qu.
Nhn vin chuyn nghip.
R&D u t cao.
Sn phm cht lng cao, tin
nghi.
Kin trc c o.
Thi gian hon thnh d n
ngn.
Thn thin vi mi trng.
Th trng ln.
Khch hng ng cp.
Thng hiu uy tn.
Tng cng

0.08
0.09
0.08
0.08
0.07

Tp on
Vingroup
Phn
s
loi
im
4
0.32
3
0.27
4
0.32
3
0.24
3
0.21

Mc
quan
trng

0.36
0.27

Nhn xt: t ma trn hnh nh cnh tranh trn ta thy im s ca Vingroup l cao nht t 3.45 . Cc yu t quyt nh
trong cnh tranh ca ngnh ca Vingroup u mc tng tc cao. y chnh l minh chng cho v th ca ngi dn u
trong lnh u t bt ng sn m Vingroup ang tham gia .Tuy vy nhng i th ln t nc ngoi nh Keppel Land (
singapore) s im 3.25 vi li th v vn l 1 mi e da cho v th dn u ca Vingroup.
Bi vy cn c cc chin lc c th thch nghi vi mi trng cnh tranh ngy cng gia tng hin nay.

18

2.3.3 Mi trng Bn trong

2.3.3.1Cc yu t bn trong.
a) Ngun nhn lc
VinGroup c 1 i ng ban lnh o giu kinh nghim v tham vng. Ch tch hi ng
qun tr l ng Phm Nht Vng tt nghip trng i hc a cht Moscow Nga. ng
tng tham gia nhiu d n kinh doanh ln v l ngi sng lp ra cng ty m n lin
technocom Ukraine sau ny bn li cho tp on Nestle vi gi 100 triu la m.
Bn cnh , i ng cc gim c qun l c ng l nhng ngi c trnh hc vn cao.
c o to ti cc trng i hc ln trn th gii.
Tuy vy vic o to ngun nhn lc cht lng cao k cn vn cn ang thiu ht v cn
u t thm.
Kt lun:
Ngun nhn lc trnh cao.
Hn ch trong cng tc o to ngun nhn lc
b) Ti sn ca cng ty.
L cng ty i u trong lnh vc u t bt ng sn cao cp ni ting vi cc d n nh
Vinpearl land Nha Trang, Bnh vin 5 sao Vinmec ti H Ni v hng lot cc spa v
trung tm thng mi ln khc. u l nhng ti sn c t sut sinh li cao v trong thi
gian di. Hn na, Vingroup l 1 trong nhng tp on u t vo bt ng sn m vn
thnh cng. iu ny, 1 phn l nh doanh thu t cc ti sn trn, nm ti cc v tr trng
yu.
Tng gi tr ti sn nm 2012 ca tp on Vingroup t 55.825 t ng ( tng hn 20.300 t
ng) y l minh chng cho s pht trin vng mnh ca cng ty.
Kt lun:
Khi ti sn c gi tr sinh li cao.
Tc tng trng nhanh.
c) Kh nng thc hin d n.
19

Va qua, Vingroup vinh hnh nhn gii bt ng sn khu vc ng Nam 2012 vi d

n Vincom Village. Vt qua hng lot cc i th ln n t ng Nam v Trung Quc.
iu ny l minh chng cho kh nng thc hin d n v cng hiu qu nht l tiu ch ca
cuc thi nhn mnh vo tnh hiu qu v mt thi gian m vn gi c cht lng v s c
o ca sn phm.
Kt lun:
Kh nng thc hin d ng hn trong thi gian ngn.
Cc d n cao cp c kin trc c o.
d) Ngun vn.
Ngun vn ca tp on c m bo bi 3 ngun l:
Vn gp t cc c ng.
Tn dng ngn hng.
Huy ng tri phiu trn sn giao dch
Trong t pht hnh tri phiu quc t nm 2012, Trong bi cnh kinh t m m, th trng
bt ng sn Vit Nam b ng bng. Tp on Vingroup huy ng c 115 triu USD
mc 5% , iu ny cho thy cc nh u t quc t nh gi cao v tp on ny.
Kt lun:
Uy tn cng tn ln mnh
Ngun vn d huy ng.
e) Kh nng tip cn cc d n mi.
Hin nay, ngoi cc d n ln ang c. Tp on Vingroup vn ang cn gp kh khn trong
vic tip cn cc d n mi cc v tr c a trn c nc.
Cng vi l vic u t a ngnh chuyn sang cc ngnh khng thuc ngnh li ch ct
li nh dch v chm sc sc p, qun l y t, ang gy 1 s thit hi cho tp on.
Kt lun:
Kh khn trong vic tip cn d n mi.
u t tri ngnh cha mang li hiu qu

20

2.3.3.2Ma trn IFE.

STT

Mc
quan
trng

Cc yu t bn trong ch yu

Phn
loi

S
im

im mnh
1
Ngun nhn lc trnh cao
0.1
4
0.4
2
Khi ti sn gi tr sinh li ln
0.12
3
0.36
3
Tc tng trng nhanh
0.07
3
0.21
Kh thc hin d n trong thi gian
4
ngn
0.1
3
0.3
5
Sn phm cht lng v c o
0.1
3
0.3
6
Ngun vn d huy ng
0.12
3
0.36
7
Uy tn cng ty ln mnh
0.08
3
0.24
im yu
1
Hn ch trong o to ngun nhn lc
0.09
2
0.18
2
Kh khn trong tip cn d n mi
0.09
2
0.18
u t tri ngnh cha mang li hiu
3
qu
0.13
4
0.52
Tng
3.05
Ma trn cc yu t bn trong IFE ca tp on Vingroup.
Nhn xt: Qua ma trn trn ta thy im mnh ca Vingroup chnh l nhng li th cnh
tranh trong nghnh u t bt ng sn cao cp. iu ny cho thy cng ty ang i ng
hng vi nghnh ct li ca mnh. Vic ch trng u t cho nghnh ct li to li th cnh
tranh ln cho tp on. Tuy vy c ng phi ch tc cc yu t nh Ngun lc k cn, hiu
qu u t tri ngnh, Tip cn d n mi. Cc yu t ny c xem nh yu im ang tn
ti bi vy cn c cc bin php khc phc cc yu im quan trng ny.
2.4 Phn tch v la chn chin lc bng cc ma trn kt hp ca tp on Vingroup.
Sau khi c cc d liu u vo : cc c hi , mi e doa, im mnh,im yu ca Tp on
Vingroup. xc nh cc chin lc ph hp , tip theo bng vic s dng cc ma trn kt
hp phn nh r rng cc li th v kh khn m cng ty ang c t tkt hp vi im
mnh, im yu ca tp on a ra hng i ph hp v ng n.
Ta c ma trn tng hp cc yu t nh sau:

21

Cc yu t mi trng

Mc quan
Tc ng
Tnh
trng ca cc
i vi cht tc
yu t vi
cng ty
ng
nghnh

im
tng
hp

Mi trng v m
Kinh t
GDP Tng trng thp
Lm pht thp
Li sut cho vay thp
Doanh nghip ph sn nhiu
Cc thnh ph ln c tng trng cao
X hi
Ngi dn c thu nhp cao tng nhanh
Nhu cu ngh dng, du lch
Lc lng ngun nhn lc i hc cao
Xu hng thn thin vi mi trng
Chnh tr
n nh chnh tr
C ch qun l phc tp
u i v t ai
u i v thu v li vay
Cng ngh
Trnh cng ngh tng cao
Kh tip cn cng ngh mi
T nhin
Nhiu v tr t p

2
3
3
2
3

3
3
4
4
3

+
+

-6
9
12
-8
9

3
2
3
2

3
3
2
2

+
+
+
+

9
6
6
4

3
3
3
3

2
2
3
0

+
+
-

6
-6
9
0

2
2

3
3

-6
-6

22

Cc yu t mi trng

Mc quan
trng ca cc
yu t vi
nghnh

Tc ng
i vi
cng ty

Tnh
cht tc
ng

im
tng hp

3
3
2
2
2

0
3
0
0
3

+
+
-

0
9
0
0
-6

2
3

3
3

+
+

6
9

3
3

3
2

-9
6

2
2

3
4

+
+

6
8

Mi trng cnh tranh

i th cnh tranh
Kinh nghim Vit Nam
Ngun vn di do
C cu gi cha linh hot
u i ca nh nc vi d n FDI
Cnh tranh cao
i th tim n
C kinh nghim trong cc dch v cao
cp
H thng qun l d n
Nh cung ng
Ga nguyn vt liu tng cao
Huy ng vn trn sn chng khon
Khch hng
Xu hng thch i du lch ngh dng
Nhu cu cc dch v chm sc sc khe

23

Cc yu t mi trng

Mc
quan trng
ca cc yu
t vi
nghnh

Tc ng
i vi
cng ty

Tnh
cht tc
ng

3
3
3
3
2
3

3
3
2
3
3
3

+
+
+
+
+

9
9
-6
9
6
9

2
3
2

3
3
3

+
+
+

6
9
6

3
3
3
3

3
3
3
3

+
+
-

-9
9
9
-9

-6

-4

3
3
3
3

3
3
3
3

-9
-9
-9
-9

im
tng
hp

Mi trng bn trong
Ngun nhn lc
Ngun nhn lc cht lng cao
i ng qun l lm vic hiu qu
Ngun lc k cn
Ti sn c gi tr ln
Tng trng nhanh
Cc v tr bt ng sn c a
Kh nng thc hin d n
Thi gian hon thanh nhanh
Sn phm cht lng
Kin trc c o
Ngun vn
Vn hin c ca ch s hu ln
Huy ng vn d dng
Uy tn trn trng quc t cao
K hoch ti chnh
Kh nng tip cn d n mi
Vn hnh chnh
u t tri ngnh vo y t, chm sc sc
p
Marketing
Qung b thng hiu
Mi quan h vi mi gii bt ng sn
Tm kim khch hng mi
Thng hiu c khch hng a thch

2.4.2 Ma trn SWOT

24

Ma trn SWOT

C hi.-O
Mi e da-T
1. Nhiu v tr t p
1. i th nc ngoi
2. Thu nhp ngi dn 2. Th
trng
doanh
tng cao
nghip tng trng
3. Nhu cu ngh dng gia
chm.
tng

Mt mnh.-S
1. D huy ng vn
2. Sn phm cht lng cao
3. i ng qun l cht
lng cao

Phi hp S-O
1S;2S-1O;2O
Huy ng thm vn u t
cc d n bt sn ti cc v
tr c a cc thnh ph
ln
Mt yu.-W
Phi hp W-O
1. u t tri ngnh.
1W-3O
2. Vn v hnh chnh
Gia tng u t vo ngnh
3. Mi quan h vi mi du lch ngh dng
gii

Phi hp S-T
3S-2T
Xy dng k hoch pht
trin mi cho phn khc nh
cho gii vn phng
Phi hp W-T
3W-1T
Xy dng mi quan h vng
chc vi h thng mi gii

Nhn xt: T ma trn SWOT bng vic s dng cc im mnh v tn dng c hi mang n
1 chin lc u t vo cc thnh ph tng trng cao nh Nng, Bnh Dng. Chin
lc ny s c xem xt k hn cc ma trn tip theo.
V 1 chin lc cho vic u t v ngnh ngh khc ca cng ty l nhu cu v ngh
dng ang tng cao y c ng s l 1 la chn ng lu ca cng ty hin nay.
Bn cnh khc phc cc yu im v hn ch cc mi e da cng ty cn ra cc gii
php mi cho th trng vn phng v xy dng mi quan h vng chc vi h thng mi
gii.

25

2.4.3 Ma trn TOWS

Ma trn TOWS

Mt mnh.-S
1. Cc v tr bt ng sn
c a
2. Ti sn gi tr ln
3. Tc tng trng
nhanh
4. Sn phm cht lng
5. Sn phm c kin trc
c o

Mt yu.-W
1. Qun l ti chnh cha
tt
2. Thiu ngun lc k cn
3. Tm kim khch hng
mi cha tt
4. Thng hiu cha mnh

C hi-O
1. Cc thnh ph ln c
tng trng cao
2. Cc u i v t ai
3. Xu hng tiu dng thn
thin vi mi trng

Phi hp O-S
1O-1S
Tn dng kinh nghim u
t bt ng sn u t
vo cc thnh ph tim
nng ( nng, Bnh
dng)
Phi hp T-S
1T-1,2,3S
Chin lc dn o th
trng

Phi hp O-W

Mi e da-T
1. Cnh tranh cao
2. Cng ngh mi
3. Vt liu mi.

3O-4W
Xy dng thng hiu gn
vi hnh nh thn thin mi
trng
Phi hp T-W
1T-2W
Ch trng tm kim ngun
nhn lc cht lng cao.

Nhn xt: T ma trn TOWN trn ta thy. Thm 1 ln na khng nh chin lc pht trin
ti cc thnh ph ln ( Nng, Bnh Dng )
Cng vi hn ch cc mi e da t mi trng gii php c a ra l tr thnh
ngi dn u tin phong, tc l cng c v tr hin ti m Vingroup iu ny c th hin
bng vic u t cc d n hiu qu v cung cp cc sn phm dch v km theo cht lng.
Bn cnh , Ma trn TOWN c ng a ra cc bin php khc phc yu im ca tp on
bng cch nh v thng hiu thn thin vi mi trng v ch trng u t vo ngun nhn
lc cao.

26

2.4.4 Ma trn BCG

20%
Vinpearl(40%)
Vinmec(12%)
Vincharm(18%)
Vincom( 30%)
10%

0%
-5x

-2x

2x

5x

Nhn xt: Vi 4 n v chin lc hin ti v tr ca cc n v ny ang tt tt ( v tr ngi

sao) y l lc gt hi nhng thnh cng t cc d n cng ty u t trong thi gian trc
.
Bn cnh c ng cn ch ti s suy gim ca ngnh bt ng sn ang ko Vincom
xung ( gn vi v tr b sa). Cn c cc th trng mi nh cc phn tch trn cp
l cc d n ti cc thnh ph ln ( Nng, Bnh Dng), chin lc c s dng l
chin lc thm nhp th trng.
2.4.5 Ma trn bn trong IE

Tng
im
Ma trn
EFE

3
2
1
3

2
1
Tng im ma trn IFE

27

Nhn xt: vi ma trn IE ta thy tp on Vingroup nn tp trung v cc chin lc tng

trng. Vic tn dng cc c hi s lm gim thiu cc mi e da m cng ty c th phi
i mt.
2.4.6 Ma trn QSPM

Cc yu t quan trng

Cc yu t bn ngoi.
Cc thnh ph ln c tng trng
cao
Ngi dn c thu nhp cao tng
nhanh
Nhu cu ngh dng, du lch
u i v t ai
Nhiu v tr t p
Cc i th cnh tranh ang thm
d
C ch qun l phc tp
Kh tip cn cng ngh mi
Xu hng thn thin vi mi
trng
Li sut cho vay thp
Cc yu t bn trong
i ng qun l lm vic hiu qu
Sn phm cht lng
Uy tn trn trng quc t cao
Huy ng vn d dng

Tng trng nhanh

Phn loi

Cc chin lc thay th
Xy dng trung
tm thng mi Pht trin d n C s hp dn
ti cc thnh dch v ngh
ph Nng, dng
Bnh Dng
AS
TAS
AS
TAS

12

3
2
3
2

3
2
3
3

9
4
9
6

2
4
2
3

6
8
6
6

3
3
2

3
2
2

9
6
4

2
3
2

6
9
4

2
3

2
3

4
9

3
3

6
9

3
3
3
3
2
2
3

4
3
3
3
3
1
3

12
9
9
9
6
2
9

2
2
3
3
2
3
2

6
6
9
9
4
6
6

3
3

9
9

2
3

6
9

9
155

9
136

u t tri ngnh
Qung b thng hiu
Mi quan h vi mi gii bt ng
sn
3
Tm kim khch hng mi
3
Thng hiu c khch hng a
thch
3
Tng cng

28

Vic pht trin cc

TTTM ti
Nng,Bnh Dng:
s tn dng c
kinh nghim u
t; Tn dng c
uy tn ang ln cao
vay vn. S hu
c cc v tr c
a ti cc thnh
ph ny trc cc
i th.

Nhu cu ngh
dng ca ngi
dn ang tng cao;
y l c ng l
nghnh m Tp
on ang u t
nhiu vi tham
vng mang ti cht
lng quc t cho
ngi Vit

Nhn xt: T cc phn tch cc ma trn trn ta rt 2 chin lc l u t trung tm

thng mi ti Nng, Bnh Dng v u t d n dch v ngh dng. Tuy vy vi
ngun lc v vn v nhn lc c hn v th cn c s cn nhc la chn ra d n ti u.
Qua ma trn QSPM ta thy s im ca d n 1 ; xy dng trung tm thng mi hp dn
hn bi vy ( s im 155> 136) . La chn chin lc cho tp on l Xy dng trung
tm thng mi ti thnh ph Nng, Bnh Dng.
Chng III CC GII PHP CHIN LC A RA
Bng vic phn tch cc yu t mi trng v cc yu t ni lc ca tp on kt qu c
rt ra l.
Tp on s pht trin cc d n xy dng trung tm thng mi ti 2 thnh ph ln:
Nng, Bnh Dng
Hot ng ca 4 n v chin lc ang c mc tng trng cao. Cn cng c v tr ny
bng cc mc tiu c th nh sau.
Vi n v Vinpearl v Vincharm ph trch mng dch v du lch cn nng cao hn na cc
dch v ngh dng ca cc n v chc nng. Khng c m rng u t thm d n mng
ny.
Vi n v Vinmec ph trch mng cung cp dch v sc khe bn cnh vic pht trin dch
v y t cht lng cao, n v ny cn c nhim v h tr 2 n v Vinpearl v Vincharm
a ra cc gi ngh dng tt hn.
Vi n v Vincom ph trch v cc d n cn h cao cp, vn phng cho thu. Ngoi d n
u t vo vo 2 thnh ph Nng v Bnh Dng. Th n v ny cn c nhim v kch
hot th trng vn phng cng s ang sa st hin ti.
Kt lun:
Qua bi tp thc hnh ny, gip em hiu r hn v tm quan trng ca vic qun tr chin
lc trong cng ty. y l 1 cng vic tuy kh nhng v cng cn thit nht l i vi cc
cng ty, tp on ln. Hiu v vn dng cc phng php thit lp chin lc gip cng ty ,
tp on c ng i r rng tn dng c cc c hi trnh cc mi e da. Pht huy sc
mnh v ci thin im yu ca chnh cng ty , tp on. y l yu t quyt nh s thnh
bi trn trng kinh doanh . Rt cm n thy mang ti cho lp chng em nhng bi ging
qu gi v chin lc y s l hnh trang bc vo i sau ny ca chng em.
29

Ti liu tham kho.

1. Michael E Porter, chin lc cnh tranh, NXB TP H Ch Minh. (2006)

2. TS, Phm Th Tri, chin lc v chnh sch kinh doanh, i hc Cn Th ( 1998).
Ngoi ra, cc s liu s dng trong bi tiu lun c ly t cc trang web ;
1. Tng cc thng k: http://www.gso.gov.vn/default.aspx?tabid=217
2. World Bank:
http://www.worldbank.org/
3. Trang web ca tp on Vingroup: http://www.vingroup.net/

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