Quan Tri Chien Luoc

O DUY HUN PGS,TS,NB
TP BI GING
QUN TR CHIN LC
2013
2005 Prentice Hall Inc. All rights reserved.
11
MUC TIEU MON HC

HIEU BAN CHAT CUA QT CHIEN LC
NM QUI TRNH QT CHIEN LC HIEU NOI DUNG CAC CHIEN LC CAC BC TRIEN KHAI CHIEN LC ANH GIA THC HIN CHIEN LC
12
I:
TNG QUAN QUN TR CHIEN LC

-
13
1. QUN TR CHIN LC L G 1.1. CHIN LC LA G
C nhiu cc trnh by:
14
L bn ch dn ng i phi n ,
phi t c trong pht trin SX kinh doanh v a ra cc lun c khoa hc i n
Eu 2015 M 2010 CHU PHI 2020
CNG TY may 2009 ViT NAM
15
1.2. Qun tr Chin lc l g
La tim Cch tt nht thc thi mt chin lc c vch ra

Quan tri chin lc= Chin lc + T chcThc hin Chin lc
16
1.3.
BN CHT CA QT CHIN LC ?
Tm S KHC BiT ?.. Tm ra u th ? Tm con ng i tng lai ti u ?
VVVV
17
Ct li ca chin lc nm trong vic to ra u
th cnh tranh ca ngy mai trc khi cc i th cnh tranh kp sao chp nhng u th cnh tranh hm nay ca bn.
Gary Hamel and C.K. Prahalad
Trch
18
1.4. V TR CHIEN LC
Cau truc Structure
He thong Systems Phong cch Stule( Stule )
Chien lc Strategy Ky nang SkiLLs Gia tr c chia se

( Shared. Values, Superordinate goals)
2005 Prentice Hall Inc. All rights reserved. 19
Nhan s
( Staff)
1.5. M hnh RT GN qun tr chin lc

Xem xt tnh hnh ngoi cnh & ni b s dng php phn tch SWOT
Nghin cu ton din mi trng
2 Phn hi 3
Hnh thnh chin lc
S mnh, Mc tiu, Chin lc, Chnh sch
Thc thi chin lc
Chng trnh, Ngn sch, Quy trnh
nh gi & kim sot
Hiu qu
110
1.6.
Nhim v phi thc hin trong Qun tr Chin lc

Nv 2 Nv 3
Thit lp Chin lc t c Cc Mc tiu
Nv 1
Pht trin S mnh va Tm nhn cng ty
Nv 4
Nv 5
Gim st, nh gi, Va Sa cha sai st
Lp ra cc Mc tiu
Thc thi Chin lc
Xem li, sa i nu cn
Xem li, sa i nu cn
Cai thin / Thay i
Cai thin / Thay i
Phc hi cc ni dung c nu cn
111
1.7. CC LOI CHIN LC

1. Chin lc kt hp - Tn dng im mnh ca DN khai thc c hi ang c trong KD (SO). - Tn dng im mnh ca nh KD hn ch nguy c ang n trong KD (S T). - Tn dng c hi xut hin trong KD khc phc im yu ca nh KD (OW). - Ti thiu ho im yu ca nh KD hn ch nguy c ang n trong KD (W T).
112
2. Chin lc tn cng 3. Chin lc phng th 4. Chin lc chuyn bit ha 5. Chin lc a dng ha 6. Chin lc lin kt 7. Chin lc phng nga ri ro 8. Chin lc theo chu k kinh doanh...
113
1.8. CC CP LM CHIN LC Qun tr Cp cao Son tho chin lc tng qut, xc nh mc tiu di hn, v nhng phng thc t mc tiu trong tng thi k. Qun tr trung gian Trn c s chin lc tng th, qun tr trung gian s a ra chin lc kinh doanh theo chc nng nh: chin lc marketing, chin lc ngun nhn lc, chin lc ti chnh.Trong xc nh mc tiu c th v cch thc t c mc tiu trong lnh vc ca b phn mnh da trn c s chin lc vi mc tiu tng qut cp cng ty. Qun tr c s Xy dng chng trnh hnh ng ca cp b phn mnh, da trn s phn chia ca qun tr cp cao, tp trung h tr cho chin lc cng ty v chin lc chc nng.
CU HI:
BN HY M T MT CHIN LC CA T CHC HAY CA BN . V SAO BN BIT N L CHIN LC V SAO NGY NAY , CHIN LC TR THNH QUAN TRNG I VI MT T CHC.
115
II PHN TCH D BO TON CNH MI TRNG TC NG N QTCL

- Mi trng bn ngoi to c hi nguy c - Mi trng bn trong to mnh - yu
116
TON CNH MI TRNG TC NG T CHC
MI TRNG QUC T
MI TRNG VIT NAM
Ngnh
Cng ty
MT QUC T
1. MI TRNG BN NGOI
L cc yu t mi trng bn ngoi tc ng n t chc to ra cc c hi v nguy c c th tc ng n QTCLca t chc, bao gm: MT QUC T MT VIT NAM MT CNH TRANH
118
1.1. MI TRNG QUC T - C HI THCH THC
Nn kinh t th gii
MI TRNG VIT NAM

Ngnh
Cng ty
119
1.2. MI TRNG VIT NAM C HI THCH THC
kinh t VN
MT NGNH
CNG TY
QUN TR CHIN LC
120
1.3. MT CNH TRANH- LI TH- BT LI TH

San phm Thay th
(ca cc cng ty)
Nhng nha cung ng u vao chnh
Cnh tranh gia cc cng ty bn
Ngi mua
Cc cng ty mi c th gia nhp nganh

1. S cnh tranh gia cc I TH Cnh tranh gi? Cht lng? Cung cp cc sn phm KHC BIT? Cung cp dch v khch hng tt hn? C nhiu hot ng qung co/ khuyn mi TT HN ? Ch ng sng kin sn phm mi?
122
NGI MUA GY P LC G ? Ngi mua l mt th lc tc ng cnh tranh mnh hn khi h c uy th thng lng v: Gi Cht lng
Dch v
Cc iu kim, iu khon bn hng khc
123
NHA CUNG CAP AU VAO GY P LC G

GI CC YU T U VO CHT LNG U VO THI GIAN CUNG ng C CU YU T U VO ..
124
4. XUAT HIEN SAN PHAM MI

Cc sn phm thay th cn thit khi khch hng b thu ht bi cc sn phm hoc cng ty cc ngnh khc. bit cc SP thay th to nn sccnh tranh mnh: 1. Doanh s cc sn phm thay th ang tng nhanh 2. Cc nh sn xut cc sn phm thay th ln k hoch s tng nng sut 3. Li nhun ca cc nh sn xut cc sn phm thay th ngy mt tng
3. Ma trn hnh nh cnh tranh

Nhn din nhng nh cnh tranh ch yu cng nhng u th v hn ch ca h. Cch hnh thnh nh ma trn EFE, ch trng cc yu t c tm quan trng quyt nh cho s thnh cng ca t chc B sung thm cc mc phn loi ca cc i th cnh tranh
126
V d v ma trn hnh nh cnh tranh ca Trng i hc X
TT
Cc yu t thnh cng
Mc quan trng
Trng H X
Phn loi S im quan trng
hc Y
HZ
1 2 3 4
Th phn Hc ph Tim lc ti chnh Cht lng o to
0,05 0,4 0,2 0,25
2 4 2 1
0,1 0,8 0,4 0,25
4 3 4 3
0,2 1,2 0,8 0,75
3 3 3 3
0,15 1,2 0,6 0,75
S trung thnh ca sinh vin

Tng s im quan trng
0,1
1,0
0,3
2,65
0,4
3,35
0,3
2,95
127
Ma trn nh gi cc yu t bn ngoi (EFE). Ma trn EFE tm tt v nh gi cc thng tin v cc yu t ch yu lin quan n mi trng bn ngoi. Lp danh mc cc yu t c hi v nguy c c nh hng quan trng n s thnh cng ca ton ngnh v ca t chc, Thng t 10 - 20 yu t
V d v ma trn EFE ca trng i hc X

TT
1 2 3 4 5
Cc nhn t bn ngoi
Tip cn c gio dc quc t nh hi nhp Thu nhp quc dn tng to iu kin ngi dn tham gia hc tp TP.HCM thu ht hc sinh ton quc v hc i hc Nhiu i th tim n Nhiu i th cnh tranh TNG S
Mc quan Phn S im trng loi quan trng

0,40 0,10 0,05 0,15 0,30 1,00 1 3 4 2 2 0,40 0,30 0,20 0,30 0,60 1,80
129
2. MI TRNG BN TRONG M.Porter chia thnh 2 nhm: - Cc hot ng chnh - Cc hot ng h tr.
130
MI TRNG BN TRONG MNH YU
CNG TY
MARKEITNG
CC HOT NG CHNH
CC HOT NG H TR
U VO VN HNH U RA QUN TR NHN LC
TI CHNH
131
Ma trn nh gi cc yu t bn trong (IFE) Tm tt, nh gi nhng im mnh v im yu quan trng ca t chc
Lp danh mc cc im mnh v im yu c vai tr quyt nh i vi s thnh cng ca ton ngnh v ca t chc. Thng t 10 n 20 yu t.
3. LAP BANG MA TRAN SWOT

C ho i 0(Opportunities) Nguy c -T( Threats )
1.
Ma tra n SWOT
n l c pho i h p SO ie m ma nh S (Strengths) Chie
1. 2. 3. Lie t ke ca c ie m ma nh 3. 1. 2. 3. S du ng ca c ie m ma nh e ta n du ng c ho i 4.
Chie n l c pho i h p ST
1. 2. 3.S du ng ie m ma nh e tra nh ca c mo i e doa 4.
ie m ye u :-W (Weaknesses )
1. 2. 3. 4. Lie t ke ca c ie m ye u
Ca c chie n l c W0
1. 2. 3.V t qua ie m ye u ba ng va n du ng ca c c ho i 4.
Chie n l c pho i h p WT 1. 2. To i thie u hoa ca c ie m ye u va tra nh kho i ca c mo i de doa 3.
133
Bng phn tch SWOT Cc thng tin cn lu

Cc im mnh tim nng v ngun lc
Chin lc mnh iu kin ti chnh tt Hnh nh/ ting tm thng hiu mnh c nhn nhn rng ri l cng ty dn u th trng Cng ngh c quyn u th v chi ph Hot ng qung co mnh m
Cc im yu tim nng v ngun lc

nh hng chin lc khng r rng C s vt cht li thi Cn bng quyt ton yu; d n Tng chi ph cao hn i th Thiu mt s k nng/ nng lc ch cht Li nhun km Cc vn iu hnh ni b. . Tt hu, chm trong cng tc Nghien cu & Pht trin (R&D) Dng sn phm qu hn ch K nng tip th km
Cc c hi tim nng
Phc v cc nhm khch hng mi M rng ra cc khu vc a l mi M rng dng sn phm Bin k nng thnh cc sn phm mi Hp nht hng dc Ginh th phn t tay i th Mua li cng ty i th Tham gia vo cc lin minh hoc lin doanh m rng bao ph th trng Cc c hi khai thc cng ngh mi C hi m rng thng hiu / hnh nh thng hiu
Cc nguy c tim nng

S gia nhp ca cc i th cnh tranh mi c tim lc Mt doanh s cho cc sn phm thay th Chm tng trng th trng Cc chuyn bin bt li trong t sut hi oi v chnh sch thng mi Cc iu lut mi gy tn km D b tn hi vi chu trnh kinh doanh S chi phi ngy cng tng ca khch hng v nh cung ng ln cng ty Nhu cu mua sn phm gim Cc thay i v nhn khu
K nng sng to sn phm

Dch v khch hng tt Cht lng sn phm tt hn Lin minh hoc lin doanh tt
134
CU HI : 1- Nhng yu t mi trng quc t ang t ra cho cc DN rt nhiu thch thc. Theo Bn thch thc no l gay go nht cho nh qun tr CHIN LC? Cho v d minh ha. 2- Bn c tin rng bn c th l nh kinh doanh hiu qu t ni khc n khng? Hy gii thch ti sao c hay ti sao khng?
135
3. Bn mun iu mt nh kinh doanh ca mnh sang cc nc m cc chi nhnh SXKD. Bn cn tin hnh nhng bc g n bo chc chn rng kinh doanh hiu qu? 4. Trong s nhng yu t kinh t, vn ha, chnh tr v cng ngh trong mi trng quc t ho hin nay, th theo bn yu t no c nh hng ln nht n QUN TR chin lc?
136
BI 3
CC CHIN LC
2012
137
3.1. Chin lc tn cng L Tm cch pht trin nhanh th trng, li cun khch hng.
KHI NO DN dng chin lc tn cng ? Mnh v ti chnh; Nhiu li th v cnh tranh trong mt ngnh SXKD n nh. DN Ni bt trong ngnh.
138
Mc tiu Chin lc Tn cng

tng v th trn th trng mi hoc gip mnh hn hoc to ra u th cnh tranh
139
Cc gii php tn cng
140
1. Tn cng im mnh ca i th
Mc tiu

Gt xn u th cnh tranh ca i th
Ginh th phn bng cch lm gim li th ca i th.
141
Cch tn cng vo im mnh ca i th

Cung cp sn phm c cht lng ngang bng vi i th song vi gi thp hn
Pht p B
trin cc li th cnh tranh chi ph thp v dng n cnh tranh gi vi i th

dng cc cng ngh th h mi sung thm cc c tnh mi hp dn hn i th
142
Cch tn cng vo im mnh ca i th
Qung
co tt hn, thu ht hn
To nng sut cao hn i th

Cung cp dng sn phm rng hn i th Pht trin nng lc dch v khch hng tt hn
143
Tn cng vo im yu ca i th Mc tiu
Tp trung cc im mnh v ngun lc trc tip nh vo cc im yu ca mt i th
144
Tn cng vo im yu ca i th Cch tn cng im yu

Cc nhm khch hng khng hi lng v i th i th cung cp dch v khch hng km cht
lng k nng tip th ca cc i th yu Cc th trng khu vc a l yu ca i th Cc phn khc, khu vc i th b b

145
3.2. Chin lc phng th:

Khi no dng:
Cng ty cnh tranh rt km trong mt
ngnh c mc tng trng cao. Cng ty ang c kh khn v ti chnh trong mt ngnh rt bt n
146
Chin lc phng th
Mc tiu

Cng c v tr hin ti ca cng ty Gip duy tr bt k u th cnh tranh no c c
Gim nguy c b tn cng

Gim tc ng ca n tn cng ca i th
147
Cc gii php thc hin chin lc Phng th
1. ng dng cc cng ngh khc 2. a ra cc c tnh sn phm mi, cc m hnh mi hoc m rng dng sn phm khng cha khong trng cho i th cnh tranh c th chen vo 3. Duy tr nhng m hnh sn phm gi bnh dn 4. Tng quy m bo hnh
148
5. Cung cp cc dch v h tr v hun luyn min ph 6. Rt ngn thi gian giao hng i vi cc b phn sn phm bn l (d tr) 7. Cng b cng sm cng tt v cc sn phm mi hoc nhng thay i v gi c 8. Dng nhng th thut hp php thch thc cht lng v an ton ca sn phm ca i th 9.K kt hp ng c quyn vi cc nh phn phi
149
3.3. CHIN LC TNG TRNG TP TRUNG MT LNH VC SXKD [ CHUYN BIT HO }

1. KHI NIM Tp trung mt lnh vc kinh doanh nng cao cnh tranh Th d: Sony, Toyota, Ford.
150
2. V SAO PHI C - Xut pht t cnh tranh ngy cng gay gt - Ngun lc cng ty hn ch - Phn cng lao ng X hi
151
3. CC CH LI V HN CH Tch cc: - Tp trung ngun lc nng cao cht lc - s dng ngun lc hiu qu - D qun l Hn ch: - D ri ro - Kh m rng th phn.
152
4. CC PHNG SN THC HIN CHIN LC
153
1. Tap trung vao mot SP mot th trng
M1
M2
M3
P1
P2 P3
154
2. Chuyen mon hoa mot San pham ban nhieu TT
M1 P1 P2 P3
M2
M3
155
3. Tap trung 1 th trng ban nhieu san pham
M1 P1 P2 P3
M2
M3
156
3.4.
A DANG HOA SX KINH DOANH
1. Khai niem: La thc hien nhieu lnh vc san xuat kinh doanh Th du: cac tap oan kinh doanh cua Viet Nam 2.V sao co chien lc nay - Mt s Sp tien ti iem bao hoa, suy thoai . - Vn ln co the au t vao linh vc khac thu li nhuan cao hn. - Han che rui ro do thue anh cao vao Sp - Tao c hoi xm nhap cc th trng mI
3. CC PHNG N THC HIN 3.1. a dng ha lin quan
Sp A
SP B
158
3.2. A DNG HO KHNG LIN QUAN
Sp A
SP B
159
3.3. A DNG HO HN HP
HA
H B
H C
H C
160
3.5. Chin lc cnh tranh

Mc tiu:
To ra mt u th cnh tranh no
Nui dng, xy dng nhm khch hng thn thuc hay khch hng trung thnh nh bi i th trong danh d v o c
161
1. Chin lc u th Chi ph
L tm cch tit kim chi ph to

u th trong cnh tranh
Quan l chi ph! By-pass costs!

1. Kim sot cc nguyn nhn bin i gi

2. Sa cha Chui gi tr:
chuyn sang cc cng ngh kinh doanh trc tuyn v khai thc tn dng Internet S dng cc phng php bn/ tip th trc tip n ngi s dng cui cng n gin ha thit k sn phm Cung cp sn phm/ dch v c bn, khng rm r
163
Chin lc li th Chi ph hiu qu khi no?
Tnh hnh cnh tranh gi mnh Sn phm c chun ha hoc nhiu nh cung ng c sn cung cp C t cch khc bit ha sn phm m vn mang li gi tr cho ngi mua a s ngi mua s dng sn phm ging nhau
164
2. Chien lc khac biet hoa san pham

Tao ra san pham dch vu co the thoa man loai cau co tnh chat oc ao.
Mc tiu
Kt hp cc c tnh khc bit khin ngi mua thch sn phm hoc dch v ca cng ty hn cc nhn hng ca i th
165
Chin lc Khc bit ha sn phm
Cha kha n thnh cng
Tm cch khc bit ha sn phm c th to ra gi tr cho ngi mua m khng d b i th ng dng hoc b sao chp d dng, khng tn km
166
Khi no th mt chin lc khc bit ha c tc dng tt nht?
C nhiu cch khc bit ha mt sn phm c gi tr i vi khch hng v c th lm tha mn khch hng Nhu cu v cch s dng ca ngi mua rt a dng t i th theo ui phng thc khc bit ha tng t Thay i cng ngh v sng kin sn phm din bin nhanh
Cm by trong cc chin lc khc bit ha
Ra sc c to ra im khc bit da vo mt c tnh sn phm m ngi mua khng cho l s gim chi ph hay lm cuc sng h tt hn C gng khc bit ha cc c tnh sn phm vt qu mc nhu cu ca ngi mua nh mc gi ngi mua cho l qu cao Khng din t thnh cng gi tr sn phm thuyt phc ngi mua mua hng
168
3. Chien lc trong tam hoa Tap trung vao mot lnh vc kinh doanh, mot chung loai kinh doanh co li the Th du: kinh doanh nhieu lnh vc, nhieu dong san phan, song la chon mot lnh vc u the nhat e ay manh phat trien.
1. V sao ?
2. Lm th no thc hin 3. Cc ch
169
V sao ? - Xut pht t cnh tranh - Xut pht t ngun lc - Xut pht t nhu cu th trng
170
Lm th no thc hin
- Xem xt lnh vc, dng sn phn c li th
171
Chin lc kt hp 1. C s - Bng ma trn c hi thch thc - S mng mc tiu 2. Cc chin lc - S0 - ST - 0W - WT
172

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O DUY HUN PGS,TS,NB

2005 Prentice Hall Inc. All rights reserved.

MUC TIEU MON HC

2005 Prentice Hall Inc. All rights reserved.

TNG QUAN QUN TR CHIEN LC

2005 Prentice Hall Inc. All rights reserved.

1. QUN TR CHIN LC L G 1.1. CHIN LC LA G

C nhiu cc trnh by:

2005 Prentice Hall Inc. All rights reserved.

CNG TY may 2009 ViT NAM

2005 Prentice Hall Inc. All rights reserved.

1.2. Qun tr Chin lc l g

La tim Cch tt nht thc thi mt chin lc c vch ra

2005 Prentice Hall Inc. All rights reserved.

2005 Prentice Hall Inc. All rights reserved.

Ct li ca chin lc nm trong vic to ra u

2005 Prentice Hall Inc. All rights reserved.

He thong Systems Phong cch Stule( Stule )

Chien lc Strategy Ky nang SkiLLs Gia tr c chia se

1.5. M hnh RT GN qun tr chin lc

Nghin cu ton din mi trng

Hnh thnh chin lc

S mnh, Mc tiu, Chin lc, Chnh sch

Thc thi chin lc

Chng trnh, Ngn sch, Quy trnh

nh gi & kim sot

2005 Prentice Hall Inc. All rights reserved.

Nhim v phi thc hin trong Qun tr Chin lc

Thc thi Chin lc

Cai thin / Thay i

Cai thin / Thay i

2005 Prentice Hall Inc. All rights reserved.

1.7. CC LOI CHIN LC

2005 Prentice Hall Inc. All rights reserved.

2005 Prentice Hall Inc. All rights reserved.

2005 Prentice Hall Inc. All rights reserved.

II PHN TCH D BO TON CNH MI TRNG TC NG N QTCL

2005 Prentice Hall Inc. All rights reserved.

TON CNH MI TRNG TC NG T CHC

2005 Prentice Hall Inc. All rights reserved.

1.1. MI TRNG QUC T - C HI THCH THC

MI TRNG VIT NAM

2005 Prentice Hall Inc. All rights reserved.

1.2. MI TRNG VIT NAM C HI THCH THC

2005 Prentice Hall Inc. All rights reserved.

1.3. MT CNH TRANH- LI TH- BT LI TH

Nhng nha cung ng u vao chnh

Cnh tranh gia cc cng ty bn

Cc cng ty mi c th gia nhp nganh

2005 Prentice Hall Inc. All rights reserved.

2005 Prentice Hall Inc. All rights reserved.

NHA CUNG CAP AU VAO GY P LC G

2005 Prentice Hall Inc. All rights reserved.

4. XUAT HIEN SAN PHAM MI

3. Ma trn hnh nh cnh tranh

2005 Prentice Hall Inc. All rights reserved.

V d v ma trn hnh nh cnh tranh ca Trng i hc X

Th phn Hc ph Tim lc ti chnh Cht lng o to

0,05 0,4 0,2 0,25

0,1 0,8 0,4 0,25

0,2 1,2 0,8 0,75

0,15 1,2 0,6 0,75

S trung thnh ca sinh vin