I HC M BN CNG TP.

H CH MINH

TI LIU HNG DN HC TP

QUN L CHUI CUNG NG

Bin son : ThS. Nguyn Kim Anh

-20061

Bin tp TS. V Vit Hng

Trnh by ThS.Nguyn Kim Anh CN.Trng Hon Ton CN.Trn Vn Triu

LU HNH NI B

Ti liu lu hnh ni b ca i Hc M Bn cng TP. H Ch Minh. In 1.000 cun kh 14,5x20,5 ti Cng ty in Vit Hng. In xong Qu II nm 2006

BI GII THIU
Cho mng cc bn n vi chng trnh o to t xa ca i hc M-Bn cng TP. H Ch Minh Gii thiu khi qut v mn hc : Qun l chui cung ng l mn hc chuyn ngnh mi i vi sinh vin theo hc ngnh Qun tr kinh doanh, i hc M-Bn cng TP. H Ch Minh trong xu th hi nhp ton cu. im trng yu y l gip sinh vin c ci nhn mi, hiu qun l chui cung ng nh mt ngh chuyn mn v c vai tr rt quan trng nng cao li th cnh tranh ca doanh nghip trong giai on pht trin kinh t hin nay. Mn hc gii thiu cc khi nim, nh ngha, quan im, gi tr, mc ch, phng php, v cc k thut, xy dng h thng qun l chui cung ng ngi hc c c ci nhn tng qut trc khi i vo chuyn su. Mc tiu ca mn hc : Sau khi hc xong mn hc, sinh vin s: Hiu c y l mt ngnh hc, mt khoa hc, mt ngh chuyn mn rt mi trn th gii v Vit Nam. Nm bt cc l thuyt s dng trong cng tc qun l chui cung ng p dng trong thc hnh ngh nghip. Hiu c cc khi nim, nh ngha, quan im, gi tr, mc ch v phng php qun l chui cung ng. Tip cn cc k thut, xy dng h thng qun l chui cung ng. o lng hiu qu hot ng chui cung ng. C ci nhn v trin vng pht trin ngh nghip tng lai.

B cc ti liu Ti liu c chia thnh 6 bi vi thi lng l 45 tit, theo trnh t nh sau: Bi 1 : Tng quan v chui cung ng. Bi 2 : Hot ng iu hnh Chui cung ng: Hoch nh v Tm ngun cung ng Bi 3 : Hot ng iu hnh Chui cung ng: Sn xut v Phn phi Bi 4 : Cng ngh thng tin v Chui cung ng Bi 5 : o lng hiu qu hot ng Chui cung ng. Bi 6 : Xy dng h thng Chui cung ng. Mi bi u c t chc theo mt khung thng nht, bao gm cc phn sau: Gii thiu khi qut v mc tiu cn t c Khi nim c bn v cch hc Ni dung c bn ca bi ti liu tham kho Mt s im lu khi hc Tm lc nhng vn cn ghi nh Cu hi gi cho c nhn/nhm Tr li /hng dn tr li cu hi Hng dn khi qut cch hc mn hc : Phng php hc tp : Qun l chui cung ng l mt khoa hc v l mt ngh thut trong qun l nn cng tc o to cn phi hp nhiu phng php khc nhau. Sinh vin t hc cn c tht k cc bi hc theo th t nm bt c ni dung mn hc. ng thi cn tm c thm cc ti liu tham kho gii thiu v cc trang web m rng kin thc v ngnh ny. Vic t hc c nhn l rt tt, nhng nu c kt hp c vi

mt s hnh thc khc nh tho lun nhm, bi tp nhm... v c bit l thc tp ti cc cng ty trong ngnh xut nhp khu, cu cng, dch v cng nghip, siu th th s tng hiu qu hn rt nhiu. Do vy ti liu hng dn ch l mt b phn h tr cho sinh vin trong qu trnh t o to, cn theo ui c con ng ngh nghip chuyn mn cng tc th sinh vin cn p dng phi hp cc phng php o to ni trn. Trong qu trnh s dng ti liu ny nh l mt cng c t hc, nu c vng mc g sinh vin c th trao i thm vi gio vin n n tp cho lp hoc lin h trc tip vi tc gi theo a ch sau: nkimanh2001@yahoo.com. Ti liu tham kho : Sinh vin c th c thm cc sch v cc ngun thng tin trn Internet c nu phn sau ti liu.

BI 1

TNG QUAN V CHUI CUNG NG

Bi ny cung cp cho chng ta tng quan v chui cung ng v qun l chui cung ng, nhng i tng tham gia vo chui cung ng cng nh quan h ca chui cung ng vi chin lc ca cng ty. Thc hin qun l chui cung ng c hng dn thng qua mt s khi nim cn bn m cc khi nim ny khng thay i nhiu qua hng th k. Cch y hng trm nm, Napoleon, l mt bc thy v chin lc v rt ti nng, nhn mnh rng Chin tranh da trn ci bao t. Napoleon hiu rt r tm quan trng v nhng g m ngy nay chng ta gi l mt chui cung ng hiu qu. Nu nhng chin binh b i th on qun khng th hnh qun nh trn c. Hn th, cng c mt cu ni khc cho rng nhng nh khng chuyn lun ni v chin lc; cc nh chuyn nghip lun ni v hu cn. Mc tiu ca bi : Sau khi hc xong bi ny sinh vin s: Hiu c chui cung ng l g v cc hot ng ca n. Xc nh cc i tng khc nhau tham gia vo chui cung ng. ng dng ca chui cung ng vo chin lc kinh doanh ca cng ty.

Nhng khi nim c bn trong bi v cch hc :

Khi nim c bn : Chui cung ng: bao gm tt c nhng vn lin quan trc tip hay gin tip nhm tho mn nhu cu ca khch hng. Chui cung ng khng ch bao gm nh sn xut, nh cung cp m cn lin

quan n nh vn chuyn, nh kho, nh bn l, v khch hng. Khch hng: l bt k c nhn hay t chc no mua v s dng sn phm. Nh sn xut: l cc t chc sn xut ra sn phm, bao gm nhng cng ty sn xut nguyn vt liu v sn xut thnh phm. Nh phn phi: l nhng cng ty tn tr hng vi s lng ln t nh sn xut v phn phi sn phm n khch hng. Nh bn l: tn tr sn phm v bn cho khch hng vi s lng nh hn. Nh cung cp dch v: l nhng t chc cung cp dch v cho nh sn xut, nh phn phi, nh bn l v khch hng. Cch hc: bi ny sinh vin c ti liu hng dn l c th nm vng c tinh thn ct li ca bi. Cc mc ni dung trong bi sinh vin c hiu ch khng phi hc thuc lng. Nu sinh vin c c hi tham gia p dng mt s phng php hc tp nh: trao i vi gio vin v bn hc, tho lun vn , tho lun nhm... s thu hoch thm nhng iu m rng hn.

Ni dung chnh
1. Tng quan v chui cung ng Chui cung ng bao gm tt c nhng vn lin quan trc tip hay gin tip nhm tho mn nhu cu ca khch hng. Chui cung ng khng ch bao gm nh sn xut, nh cung cp m cn lin quan nh vn chuyn, nh kho, nh bn l v khch hng. Chui cung ng l mt mng li cc phng ban v s la chn phn phi nhm thc hin chc nng thu mua nguyn vt liu; bin i nguyn vt liu thnh bn thnh phm v thnh phm; phn phi sn phm n ni

Thut ng Qun l chui cung ng xut hin cui nhng nm 1980 v c s dng rt ph bin vo nhng nm 1990. Thi gian trc , hot ng kinh doanh s dng cc thut ng nh l hu cn v qun l hot ng thay th. Mt s nh ngha v chui cung ng nh sau: Nu xt qun l chui cung ng nh l nhng hot ng tc ng n hnh vi ca chui cung ng v nhm t c kt qu mong mun th chng ta c nhng nh ngha v qun l chui cung ng nh sau: Xt trn tnh h thng, l s kt hp chin lc ca cc chc nng kinh doanh truyn thng v nhng chin thut xuyn sut theo cc chc nng trong nhng cng ty ring bit; kt hp nhng chc nng kinh doanh truyn thng vi chc nng kinh doanh trong chui cung ng; nhm mc ch ci tin hot ng trong di hn cho nhiu cng ty cng nh cho ton b chui cung ng. Qun l chui cung ng l s kt hp sn xut, tn kho, a im v vn ti gia cc thnh vin tham gia trong chui cung ng nhm t c khi lng cng vic hiu qu nht trong th trng ang phc v. S khc nhau gia Hu cn v Qun l chui cung ng c cho bng sau: Hu cn (logistics) Phm vi Qun l chui cung ng

Lin quan n cc hot Lin quan n h thng cc ng xy ra trong phm vi cng ty lm vic vi nhau v kt ca mt t chc ring l hp cc hot ng phn phi sn phm n th trng.

Chc nng

Tp trung vo s quan tm Tt c cc vn v hu cn i vi cc hot ng nh nhng thm vo cc hot ng thu mua, phn phi, bo khc nh tip th, pht trin sn

phm mi, ti chnh v dch v khch hng. L mt phn cng vic ca L mt hot ng xuyn sut chui cung ng trong ton b hot ng sn xut kinh doanh Qun l chui cung ng xem chui cung ng v cc t chc trong nh l mt thc th ring l. y l cch tip cn c h thng hiu v qun l cc hot ng khc nhau nhm tng hp dng sn phm/dch v phc v tt nht khch hng - ngi s dng cui. Cch tip cn ny cng cung cp h thng mng cung ng p ng tt nht yu cu kinh doanh ca cng ty. Nhng yu cu cung ng khc nhau thng c nhu cu i lp nhau nh mc phc v khch hng cao cn duy tr mc tn kho cao; nhng khi yu cu hot ng hiu qu th cn phi gim mc tn kho. Ch khi no cc yu cu c xem xt ng thi nh l nhng phn ca mt bc tranh ghp th mi c th cn i hiu qu cc nhu cu khc nhau. Qun l chui cung ng hiu qu i hi ci thin ng thi c mc dch v khch hng v mc hiu qu ca s iu hnh ni b cc cng ty trong chui cung ng. Dch v khch hng mc cn bn nht ngha l t l hon thnh n hng vi mc cao thch hp; t l giao hng ng gi cao; t l khch hng tr li sn phm thp vi bt k l do no. Tnh hiu qu ni b ca cc cng ty trong chui cung ng ng ngha vi cc t chc ny t t l hon vn u t i vi hng tn kho v cc ti sn khc l cao; tm ra nhiu gii php gim thp hn chi ph vn hnh v chi ph bn hng. Mi chui cung ng c nhu cu th trng ring v nhng th thch trong

cc hot ng; nhng nhn chung cng c nhng vn ging nhau trong mt s trng hp. Cc cng ty trong bt k chui cung ng no cn phi quyt nh ring l v hng hot ng ca h theo 5 lnh vc sau: Lnh vc 1.Sn xut Cc quyt nh lin quan g? -Sn phm c sn xut khi no v s lng bao nhiu? Hot ng lin quan trnh ny phi ph hp vi kh nng sn xut ca nh my -Cn i trong x l cng vic -Kim sot cht lng -Bo tr thit b. 2.Tn kho -Hng tn kho no s c tn Chng li s khng chc chn tr mi giai on trong ca chui cung ng. chui cung ng? -Mc tn kho l bao nhiu cho nguyn vt liu, bn thnh phm v thnh phm? -Xc nh mc tn kho v im ti t hng tt nht l bao nhiu? 3.a im -Ni no c iu kin thun Khi cc quyt nh ny c li trong sn xut v tn tr thc hin tc l chng ta xc hng ha? -Ni no c hiu qu nht v chi ph trong vic sn xut v nh mt hng i hp l a hng ha n tay ngi tiu dng thng qua h thng knh phn phi.

-Th trng cn c sn phm -Lp lch trnh sn xut v lch

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tn tr hng ha? -Nn s dng nhng iu kin thun li sn c hay to ra iu kin thun li mi? 4.Vn ti -Hng tn kho c vn So snh chi ph vn chuyn: chuyn t ni cung ng ny vn chuyn bng ng hng n ni khc bng cch no? -Khi no th s dng loi phng tin vn chuyn no l tt nht? khng hay bng xe ti th nhanh v ng tin cy hn nhng chi ph t. Vn chuyn bng ng bin hay bng xe la c chi ph thp hn nhng thi gian vn chuyn lu v khng ng tin cy. D tr hng tn kho mc cao hn b p cho s khng ng tin cy trong vn ti. 5.Thng tin -Nn thu thp d liu g v Vi thng tin tt, con ngi c chia s bao nhiu thng tin? -Nm bt thng tin kp thi chnh xc to ra kh nng kt hp v quyt nh tt hn. th quyt nh hiu qu v vic sn xut ci g, bao nhiu, hng tn kho t u v vn chuyn tt nht bng phng tin no?

Tt c cc quyt nh ny s xc nh nng lc v tnh hiu qu chui cung ng ca mt cng ty. Tnh hiu qu ca chui cung ng to ra tnh hiu qu trong hot ng v kh nng cnh tranh ca cng ty.

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Chin lc ca cng ty cnh tranh trn c s gi

c tnh ca chui cung ng

p ng cho th trng i tr v Kinh t v qui m, kinh t v phm vi Chi ph thp

Phc v mt phn khc th trng Lai p ng v cnh tranh trn c s phc v khch hng Chui cung ng ny s cho bit cng ty l ai v cng ty c th lm g phc v th trng? 2. Hot ng ca chui cung ng Mc tiu ca qun l chui cung ng l tng thng lng u vo v gim ng thi hng tn kho v chi ph vn hnh. Theo nh ngha ny, thng lng chnh l tc m h thng to ra doanh thu t vic bn cho khch hng khch hng cui cng. Ty thuc vo th trng ang c phc v, doanh thu hay lng hng bn ra c nhiu l do khc nhau. Trong mt vi th trng, khch hng s chi tr cho mc phc v cao hn. mt s th trng, khch hng n gin tm kim cc mt hng c gi thp nht. Nh chng ta bit, c 5 lnh vc m cc cng ty c th quyt nh nhm xc nh nng lc ca chui cung ng: sn xut, tn kho, a im, vn ti v thng tin. Cc lnh vc ny l tc nhn thc y hiu qu chui cung ng ca cng ty.

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Hnh 1.1: 5 Tc nhn thc y chnh ca chui cung ng. Qun l chui cung ng hiu qu trc ht i hi c s hiu bit v mi tc nhn thc y v cch thc hot ng ca n. Mi tc nhn thc y c kh nng nh hng trc tip n chui cung ng v to ra nng lc no . Bc tip theo l m rng s nh gi kt qu t c do nhiu s kt hp khc nhau ca cc trc iu khin ny. Chng ta hy bt u xem xt cc tc nhn thc y ny mt cch ring l. 2.1 Sn xut Sn xut lin quan n nng lc ca chui cung ng sn xut v tn tr sn phm. Cc phng tin trong sn xut nh l cc nh xng v nh kho. Vn c bn ca nh qun l khi ra quyt nh sn xut l: gii quyt cn i gia tnh p ng v tnh hiu qu nh th no. Nu nh xng v nh kho c xy dng vi cng sut tha cao th kh nng linh ng v p ng nhanh khi lng ln v nhu cu sn phm. Tuy nhin,
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Cc nh xng c xy dng theo mt trong hai phng php sau ph hp vi sn xut: Tp trung vo sn xut mt nh my tp trung vo sn xut mt sn phm th c th thc hin c nhiu hot ng khc nhau trong sn xut t vic ch to cc b phn khc nhau cho n vic lp rp cc b phn ca sn phm ny. Tp trung vo chc nng Ch tp trung vo mt s hot ng nh sn xut mt nhm cc b phn hay thc hin vic lp rp. Cch thc ny c th c p dng sn xut nhiu loi sn phm khc nhau. Khuynh hng tip cn mt sn phm thng dn n vic pht trin chuyn su cho mt sn phm tng ng vi mc chi ph bt buc. Cch tip cn theo hng chc nng to ra vic pht trin chuyn mn cho nhng chc nng c bit ca sn phm thay v pht trin cho mt sn phm c a ra. Cc cng ty cn quyt nh phng php tip cn no v kt hp nhng g t hai phng php ny mang li cho chnh cng ty kh nng, kin thc cn c p ng tt nht nhu cu ca khch hng. Tng t, i vi cc nh kho cng c xy nhiu cch tip cn khc nhau. C 3 phng php tip cn chnh s dng trong nh kho: n v tn tr - SKU (Stock Keeping Unit) Theo phng php truyn thng ny, tt c sn phm cng loi c tn tr cng vi nhau. y l cch hiu qu v d thc hin tn tr sn phm.

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 Tn tr theo l Theo phng php ny, tt c cc sn phm c lin quan n nhu cu ca mt loi khch hng no hay lin quan n mt cng vic c tn tr chung vi nhau. iu ny cho php la chn v ng gi c hiu qu nhng i hi nhiu khng gian tn tr hn so vi phng php tn tr truyn thng SKU. Cross-docking Phng php ny ca tp on siu th Wal-Mart a ra nhm tng hiu qu ca chui cung ng. Theo phng php ny, sn phm khng c xp vo kho ca b phn. Thay v b phn c s dng d tr mt sn phm th xe ti t nh cung cp n bc d s lng ln nhiu sn phm khc nhau. Nhng l hng ln ny c phn thnh nhng l hng nh hn. Cc l hng nh hn c nhiu sn phm khc nhau ny c kt hp li theo nhu cu hng ngy v c bc ln xe ti a n khch hng cui cng. 2.2 Tn kho Hng tn kho bao gm nguyn vt liu, bn thnh phm, thnh phm do nh sn xut, nh phn phi v ngi bn l tn tr dn tri trong sut chui cung ng. Cc nh qun l phi quyt nh phi tn tr u nhm cn i gia tnh p ng v tnh hiu qu. Tn tr s lng hng tn kho ln cho php cng ty p ng nhanh chng nhng bin ng v nhu cu khch hng. Tuy nhin, vic xut hin v tn tr hng tn kho to ra mt chi ph ng k v t hiu qu cao th ph tn kho nn thp nht c th c. C 3 quyt nh c bn to v lu tr hng tn kho: Tn kho chu k y l khon tn kho cn thit nhm xc nh nhu cu gia giai on mua sn phm. Nhiu cng ty nhm n sn xut hoc mua nhng l hng ln t c kinh t nh qui m. Tuy nhin, vi l hng ln cng lm chi ph tn tr tng ln. Chi ph tn tr xc nh trn chi ph lu tr, x l v bo him hng tn kho. Nhiu nh
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 Tn kho an ton l lng hng tn kho c lu tr nhm chng li s bt trc. Nu d bo nhu cu c thc hin chnh xc hon ton th hng tn kho ch cn thit mc tn kho nh k. Mi ln d bo u c nhng sai s nn b p vic khng chc chn ny mc cao hay thp hn bng cch tn tr hng khi nhu cu t bin so vi d bo. Tn kho theo ma y l tn tr xy dng da trn c s d bo. Tn kho s tng theo nhu cu v nhu cu ny thng xut hin vi ln trong nm. Mt la chn khc vi tn tr theo ma l hng n u t khu vc sn xut linh hot c th nhanh chng thay i t l sn xut cc sn phm khc nhau nhm p ng nhu cu gia tng. Trong trng hp ny, vn cn chnh l s nh i gia chi ph tn tr theo ma v chi ph c c khu vc sn xut linh hot. 2.3 a im a im lin quan n v tr, hot ng c thc hin cc b phn ca chui cung ng. S la chn y chnh l tnh p ng nhanh v tnh hiu qu. Cc quyt nh s tp trung vo hot ng mt s khu vc t c hiu qu v tnh kinh t nh qui m. Cc quyt nh s gim tp trung vo cc hot ng cc khu vc gn khch hng v nh cung cp hot ng p ng kp thi hn. Quyt nh v a im c xem nh l mt quyt nh chin lc v nh hng ln n ti chnh trong k hoch di hn. Khi quyt nh v a im, nh qun l cn xem xt hng lot cc yu t lin quan n nh chi ph phng ban, lao ng, k nng cn c trong sn xut, iu kin c s h tng, thu. . . v gn vi nh cung cp hay ngi tiu dng.

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Quyt nh a im c tc ng mnh n chi ph v c tnh hot ng ca chui cung ng. Quyt nh a im phn nh chin lc c bn ca mt cng ty v vic xy dng v phn phi sn phm n th trng. Khi nh c a im, s lng v kch c. . . th chng ta xc nh c s lng knh phn phi sn phm n ngi tiu dng cui cng. 2.4 Vn ti Vn ti lin quan n vic di chuyn t nguyn vt liu, bn thnh phm v thnh phm trong chui cung ng. Vic cn i gia tnh p ng nhanh v tnh hiu qu th hin qua vic la chn phng thc vn ti. Phng thc vn ti nhanh nht l my bay v p ng nhanh nht nhng cng tn chi ph nhiu nht. Phng thc vn ti chm hn nh tu thy, xe la th rt c hiu qu v chi ph nhng p ng khng kp thi. Chi ph vn ti c th bng 1/3 chi ph vn hnh ca chui cung ng nn quyt nh chn la y l rt quan trng. C 6 phng thc vn ti m cng ty c th la chn: Tu thy: rt c hiu qu v chi ph nhng l hnh thc vn chuyn chm nht. N gii hn s dng cc a im ph hp vi tu thuyn i li nh sng, bin, knh o. . . Xe la: cng rt c hiu qu v chi ph nhng chm. N cng gii hn s dng gia nhng ni c lu thng xe la. Xe ti: l hnh thc vn chuyn tng i nhanh v rt linh hot. Xe ti hu nh c th n mi ni. Chi ph ca hnh thc ny d bin ng v chi ph nhin liu bin ng v ng x thay i. My bay: l hnh thc vn chuyn rt nhanh, p ng rt kp thi. y cng l hnh thc c chi ph t nht v b hn ch bi cng sut vn chuyn. ng ng dn: rt c hiu qu nhng b gii hn vi nhng mt hng l cht lng hay kh nh nc, du v kh thin nhin.
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 Vn chuyn in t: y l hnh thc vn chuyn nhanh nht, rt linh hot v c hiu qu v chi ph. Hnh thc ny ch c s dng vn chuyn loi sn phm nh nng lng in, d liu v cc sn phm c to t d liu nh hnh nh, nhc, vn bn. Nh qun l cn thit k l trnh v mng li phn phi sn phm n th trng vi cc a im khc nhau v phng thc vn ti khc nhau trong chui cung ng. L trnh l mt ng dn m sn phm s di chuyn qua. Mng li phn phi l s phi hp ca cc l trnh v cc phng tin kt ni cc l trnh . Theo nguyn tc chung, gi tr ca sn phm cng cao (nh l linh kin in t, dc phm. . . ) th mng li phn phi cng nhiu s lm ni bt tnh p ng. Gi tr sn phm cng thp (nh sn phm c s lng ln nh nng sn, rc thi. . . ) th mng li phn phi cng nhiu s lm ni bt tnh hiu qu. 2.5 Thng tin Thng tin l mt vn quan trng ra quyt nh i vi 4 tc nhn thc y ca chui cung ng. l s kt ni gia tt c cc hot ng trong mt chui cung ng. Trong phm vi ny, s kt ni l mnh (v d nh d liu chnh xc, kp thi v y ) th cc cng ty trong chui cung ng s c th quyt nh tt i vi cc hot ng ca ring h. iu ny gip cho vic cc i ha li nhun ca ton b chui cung ng. l cch m th trng chng khon hay cc th trng t do khc thc hin v chui cung ng mang tnh nng ng ging nh i vi th trng. Phi hp cc hot ng hng ngy lin quan n chc nng ca 4 tc nhn thc y khc ca chui cung ng: sn xut, tn kho, a im v vn ti. Cc cng ty trong chui cung ng s dng cc d liu sn c

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v cung - cu sn phm quyt nh lch trnh sn xut hng tun, mc tn kho, l trnh vn chuyn v a im tn tr. D bo v lp k hoch d bo v p ng cc nhu cu trong tng lai. Thng tin d bo c s dng b tr lch trnh sn xut hng thng, hng qu, hng ngy. Thng tin d bo cng c s dng cho vic ra quyt nh chin lc c nn lp cc phng ban mi, thm nhp th trng mi, rt lui khi th trng ang tn ti. . . Trong phm vi ca mt cng ty, cn i gia tnh kp thi v tnh hiu qu lin quan n vic o lng li ch m thng tin em li cng nh chi ph c c thng tin . Thng tin chnh xc gip d bo tt hn v hot ng cung ng hiu qu. Tuy nhin, chi ph xy dng v thit lp h thng phn phi thng tin c th l rt cao. Trong phm vi tng th chui cung ng, cc cng ty quyt nh tnh kp thi v tnh hiu qu chnh l quyt nh bao nhiu thng tin chia s cho cc cng ty khc v bao nhiu thng tin c gi li cho cng ty mnh. Cc cng ty chia s thng tin cng nhiu v sn phm, nhu cu khch hng, d bo th trng, lch trnh sn xut. . . th mi cng ty cng p ng kp thi hn. Nhng vic cng khai ny li lin quan n vic tic l thng tin cng ty c th s dng chng li cc i th cnh trnh. Chi ph tim n ny cng thm tnh cnh tranh tng cao c th gy thit hi n li nhun ca cng ty. 3. Cu trc ca chui cung ng Cc t chc trong chui cung ng tc ng lin tc n cch qun l 5 tc nhn thc y ca chui cung ng. Mi t chc c gng cc i thnh tch cc tc nhn thc y ny thng qua s kt hp cc ngun lc ngoi, i tc v chuyn gia ni b. Vi s thay i nhanh ca th trng trong nn kinh t ngy nay, cng ty thng tp trung vo kh nng cnh tranh nng
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Tuy vy, y khng phi l trng hp thng xuyn. S thay i chm ca th trng i tr trong thi i cng nghip, c im chung ca cc cng ty thnh cng chnh l n lc c c nhiu chui cung ng. iu c bit n nh l s lin kt dc. Mc tiu ca lin kt dc l s ti a ho hiu qu da vo tnh kinh t nh qui m. Trong na u thp nin 1990, cng ty xe Ford s hu nhiu th cn thit nhm phc v cho cc xng xe hi. Cng ty s hu v vn hnh: cc m st phc khai thc st; cc xng thp chuyn ngun m thnh sn phm thp; cc nh my sn xut cc linh kin xe hi; cc dy chuyn lp rp xe hi hon chnh. Hn na, Ford cn s hu cc cng trng trng cy lanh sn xut xe hi vi vi lanh hng u; trng rng ly g v s hu cc nh my ca x g thnh tm nhm sn xut cc b phn xe hi bng g. Nh my ni ting River Rouge ca Ford l kt qu ca lin kt dc. Yu t u vo l m st v sn phm u ra cui cng l xe hi. Trong quyn t truyn Today and Tomorrow nm 1962, Herry Ford kiu hnh cho rng: cng ty ly qung st t m v sn xut ra mt chic xe hi sau 81 gi. Ngy nay do ton cu ha, th trng cnh tranh cao, thay i nhanh v cng ngh ko theo s tin trin ca chui cung ng trong cc cng ty kt hp vi nhau v mi cng ty tp trung vo nhng hot ng m mnh lm tt nht. Cc cng ty khai m tp trung vo khai khong; nhng cng ty g tp trung vo x g; cc cng ty sn xut tp trung vo cc loi sn xut khc nhau t vic sn xut cc linh kin cho n dy chuyn lp rp thnh phm. Theo cch ny, mi cng ty c th theo kp t l thay i v hc c nhng k nng mi cn thit cnh tranh trong kinh doanh.

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Hnh 1.2: Lin kt dc chuyn sang lin kt o. Xu hng hin nay cc cng ty thc hin lin kt o thay v lin kt dc. Cc cng ty tm kim cc i tc khc cng thc hin cc hot ng cn c trong chui cung ng. iu quan trng hn ht chnh l bng cch no mt cng ty xc nh nng lc cnh tranh ct li ca mnh v xc nh v th ca cng ty, trong chui cung ng, trn th trng m cng ty phc v. 4. Nhng i tng tham gia trong chui cung ng Vi hnh thc n gin nht, mt chui cung ng bao gm cng ty, cc nh cung cp v khch hng ca cng ty . y l tp hp nhng i tng tham gia c bn to ra mt chui cung ng c bn. Nhng chui cung ng m rng c ba loi i tng tham gia truyn thng:

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 Loi th nht l nh cung cp ca cc nh cung cp hay nh cung cp cui cng v tr bt u ca chui cung ng m rng. Loi th hai l khch hng ca cc khch hng hay khch hng cui cng v tr kt thc ca chui cung ng. Loi th ba l tng th cc cng ty cung cp dch v cho nhng cng ty khc trong chui cung ng. y l cc cng ty cung cp dch v v hu cn, ti chnh, tip th v cng ngh thng tin. Trong chui cung ng cng c s kt hp ca mt s cng ty thc hin nhng chc nng khc nhau. Nhng cng ty l nh sn xut, nh phn phi, nh bn s, nh bn l v khch hng c nhn hay khch hng l t chc. Nhng cng ty th cp ny s c nhiu cng ty khc nhau cung cp hng lot nhng dch v cn thit. Nh sn xut Nh sn xut l cc t chc sn xut ra sn phm. Nh sn xut bao gm nhng cng ty sn xut nguyn vt liu v cng ty sn xut thnh phm. Cc nh sn xut nguyn vt liu nh khai thc khong sn, khoan tm du kh, ca g. . . v cng bao gm nhng t chc trng trt, chn nui hay nh bt thu hi sn. Cc nh sn xut thnh phm s dng nguyn vt liu v cc b phn lp rp c sn xut ra t cc cng ty khc. Nh phn phi Nh phn phi l nhng cng ty tn tr hng vi s lng ln t nh sn xut v phn phi sn phm n khch hng. Nh phn phi cng c xem l nh bn s. Nh phn phi bn sn phm cho nhng nh kinh doanh khc vi s lng ln hn so vi khch hng mua l. Do s bin ng nhu cu v sn phm, nh phn phi tn tr hng ha, thc hin bn hng v phc v khch hng.

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Mt nh phn phi in hnh l mt t chc s hu nhiu sn phm tn kho mua t nh sn xut v bn li cho ngi tiu dng. Ngoi khuyn mi sn phm v bn hng, c nhng chc nng khc m nh phn phi phi thc hin l qun l tn kho, vn hnh ca hng, vn chuyn sn phm cng nh chm sc khch hng. Nh phn phi cng l mt t chc ch i din bn hng gia nh sn xut v khch hng, khng bao gi s hu sn phm . Loi nh phn phi ny thc hin chc nng chnh yu l khuyn mi v bn sn phm. Vi c hai trng hp ny, nh phn phi l i l nm bt lin tc nhu cu ca khch hng, lm cho khch hng mua sn phm t cc cng ty sn xut. Nh bn l Nh bn l tn tr sn phm v bn cho khch hng vi s lng nh hn. Nh bn l trong khi bn hng cng nm bt kin v nhu cu ca khch hng rt chi tit. Do n lc chnh l thu ht khch hng i vi nhng sn phm mnh bn, nh bn l thng qung co v s dng mt s k thut kt hp v gi c, s la chn v s tin dng ca sn phm. Khch hng Khch hng hay ngi tiu dng l bt k c nhn, t chc no mua v s dng sn phm. Khch hng l t chc c th mua mt sn phm kt hp vi sn phm khc ri bn chng cho khch hng khc l ngi s dng sn phm sau/ mua sn phm v tiu dng. Nh cung cp dch v l nhng t chc cung cp dch v cho nh sn xut, nh phn phi, nh bn l v khch hng. Nh cung cp dch v c nhng chuyn mn v k

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nng c bit mt hot ng ring bit trong chui cung ng. Chnh v th, h c th thc hin nhng dch v ny hiu qu hn v vi mc gi tt hn so vi chnh cc nh sn xut, nh phn phi, nh bn l hay ngi tiu dng lm iu ny. Trong bt k chui cung ng no, nh cung cp ph bin nht l cung cp dch v vn ti v dch v nh kho. y l cc cng ty xe ti v cng ty kho hng v thng c bit n l nh cung cp hu cn.

Hnh 1.3: Cu trc chui cung ng

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Nh cung cp dch v ti chnh cung cp cc dch v nh cho vay, phn tch tnh dng v thu cc khon n o hn. chnh l ngn hng, cng ty nh gi tn dng v cng ty thu n. Mt s nh cung cp thc hin nghin cu th trng, qung co, thit k sn phm, dch v k thut, dch v php l v t vn qun l. . . Chui cung ng bao gm nhiu i tng tham gia v nhng i tng ny c chia ra thnh mt hay nhiu loi. iu cn thit ca chui cung ng l duy tr tnh n nh theo thi gian. Nhng g thay i chnh l s tc ng v vai tr ca cc i tng tham gia trong chui cung ng nm gi. 5. Thit lp chui cung ng ph hp vi chin lc kinh doanh Chui cung ng ca cng ty l phn thit yu trong phng php tip cn n th trng m cng ty phc v. Chui cung ng cn phi p ng yu cu ca th trng v p ng chin lc kinh doanh ca cng ty. Chin lc kinh doanh m cng ty s dng xut pht t nhu cu khch hng m cng ty phc v hay s phc v. Da vo nhu cu khch hng, chui cung ng phi th hin tnh p ng nhanh v tnh hiu qu. Cng vi mc chi ph, chui cung ng ca cng ty no p ng nhu cu khch hng cng hiu qu th cng ty s ginh c th phn cng nh c li nhun nhiu hn. Chng ta cng xem xt 2 chui siu th ln ca Vit Nam: Co-opmart v Big C: Co-opmart Din tch ph Khch Siu th c din tch trung bnh c mt dn c ng Big C Siu th c din tch ln thnh ph

Vng bao Phn b trung tm thnh ph t ca ng chnh ca Khch hng c nhiu nhu cu, Khch hng hng chit

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hng c tnh

s thch

khu khi mua sn phm

Khch hng tm kim s tin Khch hng th tm kim gi li ch khng phi l gi thp thp nht. nht. Khch hng thng vi v, Khch hng khng vi v, h chn ca hng gn nht v c sn lng li xe vi khong xa loi sn phm h c th v mua vi s lng ln sn mua hng ho thng dng phm c mc gi thp trong nh v nhiu loi thc n nht c th. nhanh chng Chui cung ng cn phi lm Chui cung ng cn phi tp ni bt tnh p ng kp thi. trung vo tnh hiu qu cao. Nhm khch hng mong mun Khch hng bit rt r v gi s tin li v sn lng chi tr nn chui cung ng cn phi cho iu ny tm tng c hi gim chi ph c th tit kim cho khch hng

Cc chui cung ng ca hai cng ty ny u ph hp vi chin lc kinh doanh nn h thnh cng trn th trng. C 3 bc chui cung ng ph hp vi chin lc kinh doanh ca cng ty bn: + Buc 1: hiu th trng m cng ty bn phc v, + Bc 2: xc nh th mnh hay kh nng cnh tranh ct li ca cng ty v vai tr cng ty c th thc hin trong vic phc v th trng, + Bc 3: pht trin kh nng cn thit trong chui cung ng h tr vai tr m cng ty bn chn.

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 Hiu th trng m cng ty bn phc v Chng ta bt u t cc hi v khch hng ca cng ty: loi khch hng phc v? loi khch hng bn sn phm? loi chui cung ng ca cng ty? Tr li c cc cu hi ny cho bit chui cung ng cng ty phc v v lm ni bt tnh p ng hay tnh hiu qu. lm r cc yu cu i vi khch hng m cng ty phc v cn xc nh nhng thuc tnh sau: - Khi lng sn phm cn thit cho mi l hng. - Thi gian p ng khch hng hi lng. - a dng ho sn phm cn thit. - Mc phc v yu cu. - Gi c ca sn phm. - Mc mong mun thay i sn phm. . . Xc nh nng lc cnh tranh ct li ca cng ty Bc tip theo chnh l xc nh vai tr ca cng ty trong chui cung ng: - Cng ty l i tng tham gia no trong chui cung ng: nh sn xut, nh phn phi, nh bn l hay nh cung cp dch v? - Cng ty c th lm g tr thnh mt b phn ca chui cung ng? - Kh nng cnh tranh ct li ca cng ty l g? - Cng ty mun to li nhun bng cch no? Tr li ht nhng cu hi ny s xc nh c vai tr no trong chui cung ng s ph hp nht cho cng ty. Cng ty c th phc v nhiu th trng v tham gia vo nhiu chui cung ng khc nhau. Cng ty Holcim Vit Nam sn xut xi-mng cho nhiu th trng khc nhau thng qua nhiu sn phm, xi-mng bao, xi mng ri, nhiu chng lai xi-mng dng cho xy t, cho cu cng, cc cng trnh cng cng Cng ty ny cn

27

tham gia cc u thu cc cng trnh ln ca quc gia. Cng ty cung ng cho cc i l qua h thng ng b v ng thy. Khi phc v nhiu phn khc th trng, cng ty cn c nhiu cch to n by cho nng lc cnh tranh ct li. Cc b phn ca chui cung ng ny c th l duy nht i vi phn khc th trng m h ang phc v, trong khi cc b phn khc c th c kt hp vi nhau t c tnh kinh t nh qui m. in hnh, nu xem sn xut l nng lc ct li ca cng ty th nn to mt lot cc sn phm khc nhau trong b phn sn xut. Sau , la chn hng tn kho khc nhau v phng tin vn ti khc nhau phn phi sn phm a dng n vi khch hng trong nhiu phn khc khc nhau. Pht trin kh nng cn thit trong chui cung ng Khi xc nh loi th trng m cng ty ang phc v, vai tr ca cng ty trong chui cung ng th bc sau cng l thc hin vic pht trin nng lc cn thit p ng vai tr ny. Mi trc iu khin c th c trin khai, tp trung vo tnh kp thi hay hiu qu trn c s yu cu kinh doanh. + Sn xut tc nhn thc y ny c th p ng nhanh qua vic xy dng nh my vi cng sut tha, s dng k thut sn xut linh hot nhm to ra loi sn phm. p ng tnh kp thi, cng ty thc hin vic sn xut ti cc nh my nh t gn khch hng chnh rt ngn thi gian giao hng. p ng tnh tnh hiu qu, cng ty cng c th sn xut cc nh my ln tp trung t tnh kinh t nh qui m hay ti u ha sn xut mt s sn phm. + Tn kho Tnh p ng nhanh c th t c thng qua vic tn tr sn phm mc cao vi chng loi. Tnh p ng kp thi c th t c bng cch tn tr sn phm nhiu ni gn vi khch hng, sn sng cung ng ngay khi cn. Qun l tn kho hiu qu i
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hi gim mc tn kho cho tt c cc sn phm, c bit l cc sn phm khng bn c thng xuyn. Ngoi ra, c th t c tnh kinh t nh qui m v tit kim chi ph bng cch tn tr sn phm nhng a im trung tm. + a im Tnh kp thi c th t c thng qua vic m nhiu a im gn ni khch hng. V d: Co-opmart s dng a im p ng nhanh cho khch hng thng qua vic m ca hng ni c nhiu khch hng. Tnh hiu qu c th t c bng vic hot ng mt s a im, tp trung vo cc hot ng nhng a im ph bin; Big C, Metro tho mn th trng theo vng a l nhng ch tp trung vo nhng a im c cc hot ng y . + Vn ti Tnh p ng nhanh c th t c thng qua phng thc vn chuyn nhanh v linh hot. Nhiu cng ty bn hng qua catalogs hay qua Internet c mc p ng rt cao qua chuyn giao hng trong vng 24 gi: Fed.Ex v UPS l 2 cng ty cung cp dch v vn chuyn nhanh. Tnh hiu qu c th t c bng cch vn chuyn sn phm vi l ln hn v thc hin t thng xuyn hn. S dng hnh thc vn chuyn nh tu, xe la, v ng dn rt hiu qu. + Thng tin Sc mnh ca tc nhn thc y ny pht trin mnh v k thut thu nhn v chia s thng tin ngy cng ph bin, d s dng v r hn. Thng tin l mt sn phm rt hu ch v n th c ng dng trc tip nng cao kh nng thc thi ca 4 tc nhn thc y khc ca chui cung ng. Kh nng p ng mc cao c th t c khi cng ty thu thp, chia s chnh xc v kp thi nhng d liu t cc hot ng ca 4 tc nhn thc y kia. Chui cung ng phc v trong th trng in t l p ng nhanh nht trn th gii. Nhng cng ty trong chui cung ng ny t nh sn xut, nh phn phi n nh bn l u thu thp v chia s thng

29

Cc cng ty c th quyt nh chia s t thng tin hn ch nhiu ri ro khi thng tin c s dng chng li chnh h. Tuy nhin, cng nn lu rng tnh hiu qu ca thng tin ch trong thi gian ngn v t hiu qu trong thi gian di v chi ph v thng tin gim cn chi ph ca 4 tc nhn thc y kia lin tc tng. V lu di, cc cng ty v chui cung ng hc cch s dng ti a thng tin nhm t hiu qu ti u t cc tc nhn thc y khc, t c th phn ln nht v li nhun cao nht.

Mt s im cn lu khi hc :
Sinh vin khng cn phi hc thuc bi, ch cn nm vng nhng im quan trng nh khi nim v chui cung ng, qun l chui cung ng, hot ng v cu trc ca chui cung ng, nhng i tng tham gia trong chui cung ng v thit lp chui cung ng ph hp vi chin lc kinh doanh ca cng ty.

Tm lc nhng vn cn ghi nh:

Chui cung ng l s kt hp ca nhiu cng ty lin quan trong thit k, sn xut v phn phi sn phm ra th trng. Qun l chui cung ng l s kt hp sn xut, tn kho, a im v vn ti gia cc i tng tham gia trong chui cung ng nhm t c kt qu tt nht p ng tnh hiu qu v tnh kp thi trong th trng phc v. Mc tiu ca qun l chui cung ng l tng thng lng u vo v gim ng thi hng tn kho v chi ph vn hnh. Phng thc kinh doanh theo lin kt dc xut pht t nn kinh k cng nghip chuyn sang hnh thc lin kt o trong chui cung ng. Ngy nay, mi cng ty tp trung vo nng lc cnh tranh ct li, hp tc vi cc

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cng ty c kh nng khc b sung vo thit k v phn phi sn phm n th trng. Cng ty phi tp trung ci thin nng lc cnh tranh theo kp tc pht trin nhanh chng ca th trng v s thay i cng ngh trong nn kinh t ngy nay. thnh cng trong th trng cnh tranh, cc cng ty phi bit thit k chui cung ng ph hp vi nhu cu ca th trng m cng ty ang phc v. Ngy nay, qu trnh thc hin chui cung ng l mt li th cnh tranh c trng cho cc cng ty mun vt tri trong lnh vc ny. Wal-Mart pht trin vng chc hn 20 nm qua v ton b s thnh cng u lin quan trc tip n kh nng pht trin lin tc ca chui cung ng.

Cu hi ng no c nhn v tp th/tho lun nhm:

1. Anh/ ch hy cho v d v cc cng ty c chui cung ng. 2. Anh/ch hy cho v d v lin kt dc v lin kt o. 3. Chin lc thm nhp th trng ca hai siu th Maximark v Citimark. 4. c trng ca hat ng mua hang vao au nhng nm 1990 l: a. s kt hp vi chin lc cng ty b. s tng tc gia cc chin lc c. t duy ngn hn d. nhng hot ng vn phng e. gi cnh tranh 5. Qun l chui cung ng lin quan n: a. dng lu chuyn nguyn vt liu t gc n ngi tiu dng cui cng b. nhng ngi s dng cc ngun nguyn vt liu trc tip cho sn xut

31

c. qun l nhng hot ng ca nh cung cp nh bo tr, sa cha v vn hnh d. qun l tnh hnh cc nguyn vt liu nh l qun l ti sn lu ng

p n bi tp nhm :
1) Vinamilk, Ngn hng Pht trin Nng thn, P&G Vit Nam, Unilever 2) Lin kt dc: Cng nghip sn xut giy, t trng rng, khai thc g, ch bin giy n vic phn phi vn chuyn xut khu. Lin kt o: Mi cng ty thc hin mt chc nng trong chui cung ng trn. 3) Maximark: t trc l ln, vng dn c ng; Citimark: t ta nh cao c vn phng. ***

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BI 2

HOT NG IU HNH CHUI CUNG NG: LP K HOCH V NGUN CUNG CP

Cc bn thn mn! Chng ta s nghin cu bi 2, bi ny nhm cung cp cho chng ta mt s m hnh hu ch cho cc hot ng kinh doanh ca cng ty v nhng hot ng ny s to nn chui cung ng. Mc tiu ca bi : Sau khi hc xong bi ny sinh vin s c trang b nhng kin thc sau: Nhn thc su sc v nhng hot ng ca cng ty trong bt k chui cung ng no. M hnh hot ng ca chui cung ng D bo nhu cu trong lp k hoch nh gi sn phm Qun l tn kho Tm ngun cung ng Tn dng v cc khon phi thu

Nhng khi nim c bn trong bi v cch hc:

Nhng khi nim c bn : Lp k hoch: lin quan n tt c nhng hot ng cn thit ln k hoch v t chc cc hot ng. Tm ngun cung ng: bao gm nhng hot ng cn thit c c cc yu t u vo to ra cc sn phm/dch v. Phn phi: l hot ng tng hp bao gm nhn n t hng t khch hng; phn phi cc sn phm/dch v cho khch hng
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t hng. Phng php nh tnh: l phng php da vo trc gic, kh nng quan st hay kin ch quan v th trng. Phng php nhn qu: c s dng vi gi thit l nhu cu c lin quan mnh n yu t mi trng cnh tranh hay cc yu t ca th trng. Phng php chui thi gian: l phng php s dng gi thit d liu qu kh l c s d bo nhu cu trong tng lai. Phng php m phng: l s kt hp ca hai phng php nhn qu v chui thi gian m phng hnh vi ca ngi tiu dng di cc iu kin v hon cnh khc nhau. Cch hc: bi ny sinh vin c ti liu hng dn l c th nm vng c tinh thn ct li ca bi. Cc mc ni dung trong bi sinh vin c hiu ch khng phi hc thuc lng. Nu sinh vin c c hi tham gia p dng mt s phng php hc tp nh : trao i vi gio vin v bn hc, tho lun vn , tho lun nhm... s thu hoch thm nhng iu m rng hn.

Ni dung chnh
1. M hnh hot ng ca chui cung ng bi 1 chng ta thy 5 lnh vc chnh trong hot ng chui cung ng l sn xut, tn kho, a im, vn ti v thng tin. Nm yu t ny cn c gi l nhng thng s thit k hay nhng quyt nh v chnh sch. Nm yu t ny hnh thnh nn m hnh v nng lc trong bt k mt chui cung ng no. Khi cc quyt nh v chnh sch hnh thnh, chui cung ng lun thc hin cng vic thng qua cc hot ng thc thi hng ngy v xy ra thng xuyn. Chng c gi l nhng hot ng ng - M

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ti im trung tm ca mi chui cung ng. Khi nhn thc v nhng hot ng ca chui cung ng nng cao, chng ta c th s dng c m hnh Nghin cu hot ng cung ng -SCOR (Supply Chain Operations Research). M hnh ny c Hi ng cung ng (Supply chain Council Inc., 1150 Freeport Road, Pittsburgh, PA 1538, www.supply-chain.org) pht trin. Theo m hnh ny, c 4 yu t c xc nh nh sau: + Lp k hoch + Tm ngun cung ng + Sn xut + Phn phi

Hnh 2.1: Bn yu t chnh ca hat ng chui cung ng. Chng ta s dng 4 yu t ny tm hiu v nhng hot ng ca chui cung ng.

35

 Lp k hoch Hat ng bao gm lp k hach v t chc cc hot ng cho ba yu t lin quan kia. Ba yu t trong lp k hoch gm: d bo nhu cu, gi sn phm v qun l tn kho. Tm ngun cung ng Trong yu t ny bao gm nhng hot ng cn thit c c cc yu t u vo to ra cc sn phm/dch v. Hai hot ng chnh cn quan tm l hot ng cung ng v hot ng tn dng v khon phi thu. Hot ng cung ng bao gm nhng hnh ng mua nguyn vt liu hay cc dch v cn thit. Hot ng tn dng v khon phi thu l cc hot ng thu cc ngun tin mt. C hai hot ng ny u c tc ng rt ln n hiu qu ca chui cung ng. Sn xut y l cc hot ng nhm xy dng v pht trin sn phm/dch v m chui cung ng cung cp. Nhng hot ng cn thit l thit k sn phm, qun l sn xut v qun l nh my. M hnh SCOR khng nhng hng dn c th cch thit k sn phm v trin khai qu trnh m cn hng dn cch tch hp trong qu trnh sn xut. Phn phi L hot ng tng hp bao gm nhn n t hng t khch hng; phn phi cc sn phm/dch v cho khch hng t hng. Hai hot ng chnh trong yu t phn phi sn phm/dch v l thc thi cc n hng t khch hng v giao sn phm cho khch hng.

36

2. D bo nhu cu trong lp k hoch Cc quyt nh qun l cung ng u da vo d bo. D bo trong qun l chui cung ng nhm: - xc nh s lng sn phm yu cu, - cn sn xut bao nhiu sn phm? - khi no cn sn phm ny? D bo nhu cu tr thnh yu t cn bn nht cho cc cng ty nh ra k hoch hnh ng ring nhm p ng nhu cu ca th trng. C 4 bin chnh tin hnh d bo: 1. 2. 3. 4.

Nhu cu Cung ng c tnh sn phm

Nhu cu tng quan th trng cho sn phm Tng s sn phm c sn c im sn phm nh hng n nhu cu

Mi trng cnh tranh Nhng hnh ng ca nh cung cp trn th trng Nhu cu Nhu cu lin quan n tng nhu cu ca th trng ca nhm sn phm/dch v: - Th trng ang tng trng hay suy thoi v theo t l nm hay qu? - Th trng ang mc bo ha hay nhu cu n nh c th suy on c trong thi gian no trong nm? - Hay sn phm c nhu cu theo ma? - Th trng ang giai on pht trin- nhng sn phm/dch v va mi gii thiu n khch hng nn khng c nhiu d liu qu kh
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v nhu cu khch hng nn rt kh khn khi d bo. Cung ng Cung ng c xc nh thng qua s lng nh sn xut v thi gian sn xut ra sn phm . Khi c nhiu nh sn xut sn phm hay thi gian sn xut ngn th kh nng d bo ca bin ny cng ln. Khi c t nh cung cp hay thi gian sn xut di th kh nng tm n v s khng chc chn ln. Tng t nh tnh bin i ca nhu cu, s khng chc chn trong th trng rt kh d bo. Do , thi gian sn xut sn phm v thi gian yu cu ca mt sn phm cng di th d bo nn c thc hin. D bo chui cung ng phi bao qut c ti mt thi im no c s lin kt thi gian thc hin ca tt c cc thnh phn to nn thnh phm. c tnh sn phm c tnh sn phm bao gm nhng c im ca mt sn phm nh hng n nhu cu ca khch hng. D bo sn phm bo ha c th bao qut trong khon thi gian di hn l d bo nhng sn phm pht trin nhanh chng. Mt iu quan trng cn bit l mt sn phm c hay khng c nhu cu thay th sn phm khc? Hay l s s dng sn phm ny b sung cho mt sn phm khc lin quan? Nhng sn phm hoc l cn hay khng cn mt sn phm khc b sung u phi d bo nh nhau. Mi trng cnh tranh Mi trng cnh tranh lin quan n nhng hot ng ca cng ty v ca i th cnh tranh ca cng ty . Th phn ca cng ty? Th phn ca i th cnh tranh? Nhng cuc chin tranh v gi v nhng hot ng khuyn mi nh hng n th phn nh th no? D bo phi ng thi gii thch nhng hnh ng khuyn mi v cuc chin tranh v gi m i th cnh

38

tranh s pht ng. 2.1. Cc phng php d bo C 4 phng php c bn c s dng tin hnh d bo: 1. nh tnh 2. 3. 4. Nhn qu Chui thi gian M phng

Phng theo quan im ca mt c nhn Gi s rng nhu cu lin quan mnh n cc yu t th trng Da vo cc m hnh d liu qu kh Kt hp hai phng php gia nhn qu v phng php chui thi gian

Phng php nh tnh Phng php nh tnh da vo trc gic, kh nng quan st hay kin ch quan v th trng. Phng php ny s dng thch hp khi c rt t d liu qu kh tin hnh d bo. Khi c mt dng sn phm tung ra th trng, cng ty c th d bo da vo so snh gia cc sn phm hay v th ca sn phm m cng ty cho rng c s ging nhau gia sn phm ny vi sn phm m cng ty sn xut ra. Phng php nhn qu Phng php nhn qu c s dng vi gi thit l nhu cu c lin quan mnh n yu t mi trng cnh tranh hay cc yu t ca th trng. V d nh nhu cu vay vn c lin quan mnh n t l li sut. V th nu k vng li sut s gim vo thi gian ti, chng ta c th d bo c nhu cu vay vn c mi lin h vi li sut thng qua phng php nhn qu

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ny. Mt v d khc l gi c v nhu cu. C hai yu t ny c mi lin h nhn qu r rt. Nu gi thp th nhu cu c th c k vng l tng; ngc li nu gi tng th nhu cu c th c k vng l thp. Phng php chui thi gian Phng php chui thi gian l mt phng php s dng rt ph bin trong d bo. Phng php ny s dng gi thit d liu qu kh l c s d bo nhu cu trong tng lai. y l mt phng php tt khi d liu qu kh ng tin cy. Cc k thut ton hc nh bnh qun di ng v lm trn hm s m c s dng d bo trong phng php chui thi gian. Hin nay cc k thut ny c pht trin thnh cc phn mm ph bin. Phng php m phng Phng php m phng l s kt hp ca hai phng php nhn qu v chui thi gian m phng hnh vi ca ngi tiu dng di cc iu kin v hon cnh khc nhau. Phng php ny s dng tr li cc cu hi nh: Chuyn g s xy ra i vi doanh thu nu nh gi ca mt sn phm no thp? Chuyn g s xy ra vi th phn khi i th cnh tranh gii thiu mt sn phm mi hay m mt ca hng ngay bn cnh chng ta? Hu ht cc cng ty u s dng nhiu phng php d bo. Sau lin kt cc kt qu ca tng phng php khc nhau a ra mt d bo chnh xc cng ty c th lp mt k hoch hnh ng c th. Cc kt qu nghin cu cho thy rng vi cch lm nh th s cho ra cc kt qu d bo chnh xc hn l s dng duy nht mt phng php d bo. Khi s dng 4 phng php trn d bo v nh gi kt qu, mt iu rt quan trng cn lu l:

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+ D bo trong ngn hn bao gi cng cho kt qu chnh xc hn trong di hn. + D bo tng hp bao gi cng cho kt qu chnh xc hn l d bo cho nhng sn phm n l hay nhng phn khc th trng nh. + D bo lun c mc sai s d ln hay nh v khng c mt phng php d bo no l hon ho. 2.2. K hoch tng hp Khi nhu cu d bo c thc hin, cng ty bc tip theo l lp ra mt k hoch p ng nhu cu mong i. l k hoch tng hp. Mc ch ca lp k hoch ny l nhm lm tha mn nhu cu em li li nhun cc i cho cng ty. K hoch ny c thc hin mc tng th, khng phi ti mc tn kho trn n v ring l. K hoch ny s thit lp mc ti u ca sn xut v tn kho c th cung cp cho th trng t 3 - 18 thng tip theo. K hoch tng hp tr thnh khung cng vic trong nhng quyt nh ngn hn v c thc hin cc lnh vc nh sn xut, tn kho v phn phi. Nhng quyt nh sn xut bao gm vic thit lp cc tham s nh t l sn xut, tng kh nng sn xut cn s dng, quy m lc lng lao ng, thi gian gia cng v hp ng gia cng ngoi. Nhng quyt nh tn kho nh mc tn kho hin ti trong kho c th p ng ngay nhu cu th trng, p ng nhu cu trong tng lai, v s n hng cha thc hin tip tc sn xut. Nhng quyt nh v phn phi nh khi no sn phm c vn chuyn t ni sn xut n khch hng s dng v bng phng tin no. C 3 phng php c bn thc hin k hoch tng hp: (1) tng cng sut (2) mc sn sng ca cng sut (3) tng khi lng tn kho cn thc hin tn tr.

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Trong thc t hu ht cc cng ty thc hin k hoch tng th u l s kt hp ca ba cch tip cn trn.Chng ta s tm hiu nhng im chnh yu nht ca 3 phng php tip cn ny. S dng cng sut sn xut p ng nhu cu. Trong cch tip cn ny, cng sut phi ph hp vi mc nhu cu. y mc tiu l s dng ht 100% cng sut sn xut. iu ny thc hin c bng cch gia tng hay ct gim cng sut vn hnh ca my mc thit b, thu hay ct gim nhn cng khi cn thit. iu ny dn n kt qu l mc tn kho thp nhng c th tn km nu nh chi ph gia tng hay ct gim cng sut l qu cao. ng thi y l cng vic thng dn n vic mt tinh thn ca nhn vin nu nh h thng xuyn c thu mn hay loi b khi nhu cu tng ln hay gim i. Cch tip cn ny ph hp khi chi ph thc hin tn kho l ln v chi ph cho vic thay i cng sut vn hnh my mc thit b l thp. S dng tng cng sut sn xut p ng nhu cu. Dng phng php ny khi cng sut sn c cha c s dng ht. Nu nh my mc thit b hin c cha s dng ht cng sut 24 gi/ngy hay 7 ngy/tun th y l c hi chng ta s dng. S thay i ca nhu cu thng qua vic tng hay gim bt cng sut sn xut, qui m ca lc lng lao ng c th c duy tr tnh n nh ca k hoch s dng s gi lm thm v s linh hot ca lch trnh sn xut. Kt qu l mc tn kho thp v mc s dng cng sut sn xut s thp hn. y l phng php nhy cm khi chi ph vn chuyn hng tn kho ln v chi ph s dng kh nng sn xut ca my mc thit b c lin quan thp. S dng tn kho v cc n hng cha thc hin p ng nhu cu.

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Cch tip cn ny to cho nhn vin v cng sut my mc thit b n nh v cho php n nh t l u ra. Cch tip cn ny cng mang li kh nng tn dng cng sut my mc thit b cao hn v chi ph cho s thay i cng sut ny l thp. Nhng cch ny cng to ra mt lng ln hng tn kho v cc n hng cha thc hin khi nhu cu dao ng. 3. nh gi sn phm Cc cng ty v chui cung ng c th nh hng n nhu cu thng qua vic nh gi. Ty vo mc gi c nh gi nh th no c th em li li nhun gp hay cc i doanh thu cho cng ty. Thng thng, nhn vin phng tip th v bn hng ra cc quyt nh v gi kch thch nhu cu trong sut ma cao im, vi mc ch l cc i tng doanh thu. Nhn vin phng sn xut v ti chnh ra quyt nh v gi nhm kch thch nhu cu trong nhng thi gian ngn nht, vi mc tiu l cc i li nhun gp trong ma c nhu cu cao im, to doanh thu kim sot chi ph trong nhng ma c nhu cu thp. C mi lin quan gia cu trc chi ph v qu trnh nh gi. Vn t ra cho mi cng ty l c phi y l bin php tt nht a ra gi khuyn mi trong nhng giai on cao im nhm gia tng doanh thu hay kim sot chi ph trong nhng giai on thp. Cu tr li ny ty thuc vo cu trc chi ph ca cng ty. Nu mt cng ty m c quy m lc lng lao ng a dng, kh nng sn xut c tnh linh hot cao, v chi ph tn kho ln th y l cch tt nht to ra nhu cu nhiu hn trong nhng ma cao im. Nu cng ty c mc linh hot thp v s a dng trong lc lng lao ng, kh nng sn xut v chi ph tn kho thp th y l cch tt nht to ra nhu cu trong nhng giai on thp.

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Trong nhng giai on m nhu cu thp hn mc sn xut sn c th y l lc tng gi tr nhu cu ln bng cch cn bng nhu cu vi kh nng sn xut sn c ca cng ty. My mc thit b lm vic theo cch ny c th hot ng n nh ht cng sut.

Hnh 2.2: Khuyn mi sn phm v cu trc chi ph ca cng ty. 4. Qun l tn kho Trong chui cung ng nhng cng ty khc nhau, qun l tn kho l s dng tp hp cc k thut qun l mc tn kho. Mc tiu l gim chi ph tn kho cng nhiu cng tt nhng vn p ng c mc phc v theo yu cu ca khch hng. Qun l tn kho da vo 2 yu t u vo chnh l d bo nhu cu v nh gi sn phm. Vi 2 yu t u vo chnh ny, qun l tn kho l qu trnh cn bng mc tn kho sn phm v nhu cu th trng, ng thi khai thc li th tnh kinh t nh qui m c c mc

44

gi tt nht cho sn phm. Nh chng ta bit bi 1, c 3 danh mc tn kho l tn kho theo chu k, tn kho theo ma v tn kho an ton. Trong tn kho chu k v tn kho theo ma b nh hng nhiu t nn kinh t. Trong bt k chui cung ng no, cu trc chi ph ca cng ty u lin quan n mc tn kho thng qua chi ph sn xut v chi ph tn kho. Tn kho an ton b nh hng t kh nng d bo nhu cu sn phm. Kh nng d bo nhu cu cng km th kh nng kim sot tn kho an ton khng k vng cng cao. Hot ng qun l tn kho ca cng ty hay chui cung ng l s kt hp nhng hot ng c lin quan n vic qun l 3 danh mc tn kho ny. Mi mt danh mc tn kho c nhng vn ring v vn ny s rt khc bit nhau tng cng ty v tng chui cung ng. Tn kho theo chu k Tn kho chu k l loi tn kho c yu cu khi mun p ng nhu cu sn phm thng qua thi gian gia cc ln t hng. L do ra i ca m hnh ny l do tnh kinh t nh qui m, t t n hng nhng mi n hng c khi lng rt ln v c giao hng lin tc theo nhng n hng nh hn ng vi nhu cu tng thi on. Tn kho chu k xy dng hng tn kho trong chui cung ng do thc t l p ng theo n hng nn ln hn nhiu so vi nhu cu lin tc ca sn phm. V d mt nh phn phi c kinh nghim thy c nhu cu lin tc cho sn phm A l 100 n v/tun. Tuy nhin, nh phn phi nhn thy rng cch hiu qu nht l t hng theo l cho 650 n v, v sau 6 tun nh phn phi bt u t hng tn kho theo chu k. Cn nh sn xut sn phm A, nu tt c cc nh phn phi t hng theo l vi s lng 44.000

45

n v ti cng mt lc th s c li th v chi ph. iu ny cng mang li kt qu khi xy dng tn kho theo chu k ti v tr ca nh sn xut. M hnh t hng kinh t - EOQ (Economic Order Quantity) Trong cu trc chi ph ca cng ty, s lng n hng mua khi lng hng ha ti mt thi im rt c hiu qu v chi ph. gi l m hnh t hng kinh t - EOQ v c tnh theo cng thc sau. EOQ= Trong :
2UQ hC

U = nhu cu s dng hng nm O = chi ph t hng C = chi ph n v h = chi ph tn tr hng nm

V d: sn phm Z c nhu cu s dng hng nm l 240 n v. Chi ph c nh cho mi ln t hng l 5$. Chi ph cho mi n v sn phm l 7$. Tn kho hng nm chim 30% cho mi n v. p dng cng thc EOQ ta c.
2 * 240 * 5.00 0.30 * 7.00 2400 2.1

EOQ =

EOQ =

EOQ = 1142.86

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EOQ = 33,81 v lm trn l 34.

Chi ph han g nam

Ton g chi ph ton kho

Chi ph ton tr

Chi ph at han g C lo han g (Q)

M hnh tn kho EOQ. Tn kho theo ma Tn kho theo ma xy ra khi cng ty hay chui cung ng mun quyt nh sn xut v tn tr sn phm tha mn nhu cu mong i trong tng lai. Nu nhu cu trong tng lai ln hn nng lc sn xut th trong nhng thi im c nhu cu thp, cng ty sn xut v tn kho p ng nhu cu. Tnh kinh k v qui m nh hng quyt nh tn kho theo ma thng qua cng sut v cu trc chi ph ca cng ty trong chui cung ng. i vi nh sn xut, nu tn qu nhiu chi ph gia tng cng sut sn xut th cng sut ny xem nh l mt chi ph c nh. Khi nhu cu hng nm ca nh sn xut c xc nh, cng sut c nh c th c tnh ton pht huy k hoch sn xut c hiu qu nht. K hoch thc hin tn kho theo ma cn lng tn kho ln nhng vic d bo nhu cu phi chnh xc. Qun l hng tn kho theo ma i hi nh sn

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xut phi a ra mc gi hp dn thuyt phc nh phn phi mua hng tn tr vo nh kho trc khi nhu cu pht sinh. Tn kho an ton Tn kho an ton nhm b p cho s khng chc chn ang tn ti trong chui cung ng. Cc nh bn l v nh phn phi khng mun sn phm trong kho khng p ng nhu cu ca khch hng, hay c s tr hon ngoi mun trong vic nhn nhng n hng b sung. Theo nguyn tc ny, nu mc khng chc chn cng ln, th mc tn kho an ton yu cu cng cao.
n t hng theo EOQ t hng theo s lng cho mt sn phm sao cho ti thiu c chi ph t hng v chi ph vn chuyn.

3 loi tn kho 1. Tn kho chu k: Cn thit p ng nhu cu sn phm gia nhng

n hng c iu hng ngy

2. Tn kho theo ma: Sn xut v d tr p ng nhu cu trong tng

lai

3. Tn kho an ton: Cn thit b xung cho nhu cu khng chc chn

v thi gian thc hin n hng

4 cch gim tn kho an ton 1. Gim nhu cu khng chc chn: Hc cch d bo nhu cu cho sn phm t t h n 2. Gim thi gian thc hin n hng:Thi gian thc hin ngn hn c ngha l gim tn kho an tan cn thit gom s lng (coverage) 3. Gim s bin i thi gian thc hin n hng: Gim tn kho cng nhiu s gim tn kho an ton 4. Gim s bin i khng chc chn: m bo s sn sng ca sn phm khi nhu cu pht sinh

Hnh 2.3: Nhng im chnh cn nh v qun l tn kho Tn kho an ton cho mt sn phm c xc nh l mt sn phm tn kho hin v khng bao gi thiu. Tn kho an ton tr thnh mt ti sn c nh

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v hnh thnh chi ph vn chuyn hng tn kho. Cc cng ty tm kim s cn bng gia mong mun ca cng ty sn xut sn phm a dng, c gi tr cao, v vic gi tn kho mc thp nht c th. 5. Tm ngun cung ng Theo truyn thng, hot ng chnh ca nhn vin qun l mua hng l tm kim nh cung cp tim nng da vo mc gi v sau mua sn phm ca nh cung vi chi ph thp nht c th. y vn l mt cng vic quan trng, nhng hin nay c nhng hot ng khc quan trng khng km. V vy, hot ng mua hng hin nay c xem l mt phn ca mt chc nng m rng hn c gi l thu mua. Chc nng thu mua c th c chia thnh 5 hot ng chnh sau: Mua hng Qun l mc tiu dng La chn nh cung cp Thng lng hp ng Qun l hp ng Mua hng Mua hng l nhng hot ng thng ngy lin quan n vic pht hnh nhng n hng cn mua cung cp cho b phn sn xut sn phm. C hai loi sn phm m cng ty c th mua: nguyn vt liu trc tip cn thit sn xut sn phm bn cho khch hng; - nhng dch v MRO (bo tr, sa cha, v vn hnh) cn thit cho cng ty tiu th trong hot ng thng ngy. Cch thc mua hng ca hai loi sn phm ny ging nhau rt nhiu. Khi thc hin quyt nh mua hng th b phn cung ng pht n hng, lin h

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cc nh cung cp v cui cng l t hng. C nhiu hot ng tng tc trong qu trnh mua hng gia cng ty v nh cung cp: danh mc sn phm, s lng n t hng, gi c, phng thc vn chuyn, ngy giao hng, a ch giao hng v cc iu khon thanh ton. Mt thch thc ln nht cho hot ng mua hng l mc sai s ca d liu khi thc hin cc hot ng tng tc trn. Tuy nhin, nhng hot ng ny c th d bo v xc nh cc th tc theo sau kh d dng. Qun l mc tiu dng Thu mua c hiu qu bt u vi vic bit c ton cng ty hay tng n v kinh doanh s mua nhng loi sn phm no & vi s lng bao nhiu. iu ny ng ngha vi vic tm hiu s danh mc sn phm c mua, t nh cung cp no v vi gi c bao nhiu. Mc tiu dng d tnh ca cc sn phm khc nhau nhiu v tr khc nhau trong cng ty nn c t ra & sau nh k so snh vi mc tiu dng thc t. Nu mc tiu dng trn mc d bo ban u th cn hiu chnh cho ph hp; hay tham chiu li mc d bo khng chnh xc xc nh li. Nu mc tiu dng di mc d bo ban u th y l c hi khai thc nhiu hn, hay n gin l tham chiu li mc d bo khng chnh xc xc nh li mc d bo ban u. La chn nh cung cp La chn nh cung cp l mt hot ng din ra lin tc xc nh nhng kh nng cung ng cn thit thc hin k hoch v vn hnh m hnh kinh doanh ca cng ty. y l hot ng c tm quan trng c bit lin quan n la chn ca nng lc nh cung cp: mc phc v, thi gian giao hng ng thi gian, hot ng h tr k thut. . .

50

 c c nhng xut vi nh cung cp v kh nng cung cp cc sn phm/dch v cn thit, cng ty phi hiu r tnh hnh mua hng hin ti v nh gi c nhng g cng ty cn h tr cho hot ng sn xut kinh doanh. Mt nguyn tc chung l cng ty lun phi thu hp dn s lng nh cung cp la chn i tc kinh doanh ph hp. y chnh l n by quyt nh quyn lc ca ngi mua vi nh cung cp c c mt mc gi tt nht khi mua sn phm s lng ln. Thng lng hp ng Thng lng hp ng vi nh cung cp da trn mt danh sch c la chn ngy cng ph bin trong kinh doanh. Thng lng hp ng c th gii quyt cc vn nh danh mc sn phm, gi c, mc phc v. . . Dng thng lng n gin l hp ng mua sn phm gin tip t nh cung cp da vo mc gi thp nht. Dng thng lng phc tp l hp ng mua nguyn vt liu trc tip nhm p ng nhu cu v cht lng tt, mc phc v cao v cc k thut h tr cn thit. Cc dng thng lng song phng mua nhng sn phm trc tip nh sn phm thit b vn phng, sn phm lau chi, bo tr my mc thit b. ... tr nn phc tp hn do tt c b ct gim trong k hoch tng hp ca cng ty nhm tng hiu qu trong mua hng v qun l tn kho. Cc nh cung cp sn phm trc tip hay gin tip u cn phi thit lp ra cho mnh nhng nng lc chung. cng tc mua hng hiu qu, nh cung cp phi thit lp kh nng kt ni d liu in t cho mc ch nhn n hng, gi thng bo vn chuyn, gi ha n bo gi v nhn thanh ton. Qun l tn kho hiu qu yu cu mc tn kho phi ct gim. Nh vy, nh cung cp cn vn chuyn nhiu ln hn, cc n hng phi c hon thnh chnh xc v nghim tc hn. Tt c cc yu cu trn i hi phi c thng lng v sn phm v gi c bao gm cc yu cu dch v gi tr
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gia tng. Mc tiu thng lng phi c th v c nhng iu khon rng buc v chi ph nu nh mc tiu khng p ng yu cu. Qun l hp ng Khi t vn hp ng vi nh cung cp, nhng hp ng ny phi c o lng v qun l. Do khuynh hng thu hp dn s lng nh cung cp nn nhng hot ng ca nh cung cp c chn la rt quan trng. Mt nh cung cp c th l mt ngun duy nht cung cp tt c danh mc sn phm m cng ty cn. Nu nh cung cp ny khng p ng nhng nguyn tc tha thun trong hp ng th s gy thit hi rt nng n cho cng ty. Cng ty cn c kh nng nh gi hiu qu hot ng nh cung cp v kim sot mc p ng dch v cung ng tha thun trong hp ng. Tng t nh qun l knh tiu th, nhn vin trong cng ty phi thng xuyn thu thp d liu v tnh hiu qu ca nh cung cp. Thng thng, nh cung cp lun theo ui nhng mc tiu hot ng ring cho mnh. H c kh nng phn ng nhanh trc nhng vn pht sinh gi hp ng. Minh ha cho vn ny l khi nim VMI (Vendor Managed Inventory) tn kho do nh cung cp qun l. VMI yu cu nh cung cp theo di mc tn kho sn phm ca mnh bn trong cng ty ca khch hng. Nh cung cp ny chu trch nhim theo di mc s dng v tnh ton lng t hng kinh t - EOQ. Nh cung cp ny ch ng vn chuyn sn phm n a im ca khch hng cn v gi ha n cho khch hng v s lng hng gi theo cc iu khon c xc nh trong hp ng.

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1. Tp hp thng tin

2. D bo doanh thu

5. Thi hnh n hng

3. D bo t hng

4. Pht n hng

Qui trnh VMI Hnh 2.4: Qui trnh VMI 6. Tn dng v cc khon phi thu Cung ng l qu trnh tm kim ngun cung ng m cng ty s dng c c nhng sn phm/dch v cn thit. Tn dng v cc khon phi thu cng l mt qu trnh tm kim ngun cung ng cng ty c c vn. Tn dng bao gm hot ng qun l v tm kim khch hng tim nng m bo rng cng ty c th kinh doanh vi nhng khch hng c th thanh ton n hng cho cng ty. Khon phi thu l nhng hot ng thu hi cng n t cc hot ng kinh doanh m cng ty thc hin c. Khi thc hin hp ng cung cp sn phm, cng ging nh cng ty cho khch hng vay mt khon doanh thu trong mt khon thi gian c xc nh theo cc phng thc thanh ton. Qun l tn dng tt c th gip cng ty lp y c nhu cu ca khch hng v gim ti thiu lng tin mt b chim dng trong cc khon phi thu. y cng l cch qun l tng t nh qun l tn kho. Mc tiu l phn u p ng nhu cu khch hng v ng thi gim thiu mt lng tin b chim dng trong hng tn.

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Tn dng tc ng mnh n quyt nh tham gia chui cung ng no ca cng ty. Cng ty c th a ra khon tn dng u i, thi hn thanh ton. . . da trn s hp tc v tin tng ln nhau. Chc nng tn dng v cc khon phi thu c th chia ra thnh 3 hot ng sau: Thit lp chnh sch tn dng. Thc hin thng l tn dng v nh thu. Qun l ri ro tn dng. Thit lp cc chnh sch tn dng. Thit lp cc chnh sch tn dng c thc hin bi cc nh qun l cp cao nh nh qun l, gim c ti chnh CFO (Chief Financial Officer), gim c iu hnh CEO (Chief Executive Officer). Bc u tin l nh gi li ton b cc khon phi thu ca cng ty. Mi cng ty u c cch nh gi v phn tch cc khon phi thu nh: k thu tin bnh qun-DSO (Days Sales Outstanding), % khon phi thu qu iu kin thanh ton dnh cho khch hng, khon n khng c kh nng chi tr c x l xa n tnh bng % doanh thu. . . Xu hng chung ca tnh hnh khon phi thu ca cng ty? Vn pht sinh u? Khi hiu r tnh hnh cc khon phi thu, khuynh hng nh hng n tnh hnh ny, nh qun l c th thc hin bc tip theo l thit lp hay thay i cc tiu chun chp nhn ri ro nhm ph hp vi tnh hnh khon phi thu ca cng ty. Cc tiu ch ny nn thay i dn theo thi gian ph hp vi iu kin kinh t v th trng lin quan. Cc tiu ch xc nh mt loi ri ro tn dng c dng cho nhng loi khch hng khc nhau v iu kin thanh ton khc nhau.

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 Thc hin thng l tn dng v nh thu. Hot ng ny bao gm a ra cc quy trnh v thc thi hnh cc chnh sch tn dng ca cng ty. Bc u tin l lm vic vi i bn hng nh gi doanh thu trn tng khch hng c th. Nh cp trc, bn hng tng t nh cho khch hng vay mt khon doanh thu. Nhng khch hng thng mua t mt cng ty th chnh sch tn dng s u i hn so vi cc i th cnh tranh khc. Sau khi bn hng, nhn vin tn dng s lm vic vi khch hng cung cp cho h nhng loi dch v: nhng lu v tn dng ca sn phm, gii quyt cc tranh chp, lm r cc vn bng vic gii thch, cung cp bn copy hp ng, n hng. . . Bc tip theo ca hot ng ny l thu cc khon phi thu. y l qu trnh gi lin tc trng thi thanh ton cc khon phi tr ca mi khch hng. Nhng khch hng c n qu hn cha thanh ton s c lin h v yu cu thanh ton. Trong nhiu trng hp, mt s iu khon thanh ton v lch trnh thanh ton mi s c thng lng li vi khch hng. Hot ng khon phi thu cng ng thi cng vic tin hnh nhn v thanh ton cho khch hng di cc hnh thc khc nhau. Mt s khch hng mun thanh ton tin cho cng ty bng h thng chuyn tin in t EFT (Electronic Fund Transfer) hay thanh ton bng ti khon ngn hng. Nu khch hng mt quc gia khc th c th thc hin thc thanh ton hn bng tn dng th -L/C (Letter of Credit) Qun l ri ro tn dng. Chc nng ca tn dng gip nhn bit cc loi ri ro nhanh chng v h tr mnh cho k hoch kinh doanh ca cng ty. Nu mun gia tng th phn trong mt khu vc n nh th cc quyt nh tn dng s gip cng ty thc hin iu ny. Nhn vin tn dng s lm vic vi cc thnh vin trong lnh vc kinh

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doanh lm gim ri ro bn hng v tm kim nhiu khch hng mi. Qun l ri ro thc hin thng qua cc chng trnh tn dng p ng c nhu cu khch hng nhng phn khc th trng ng tin cy nh cng ty cng ngh cao, cng ty mi thnh lp hay khch hng nc ngoi. Cc iu khon thanh ton c th u tin trong nhng phn khc th trng ny thu ht khch hng. Ri ro tn dng c th gim bng cch s dng tn dng c m bo, ti sn th chp. . .hay cc chnh sch bo h vay n ca chnh ph p dng trong xut khu.

Mt s im cn lu khi hc :
Sinh vin khng cn phi hc thuc bi, ch cn nm vng nhng im quan trng nh m hnh hot ng ca chui cung ng, d bo nhu cu trong lp k hoch, nh gi sn phm, qun l tn kho, ngun cung cp, tn dng v cc khon phi thu. Anh/ch cn n li cc kin thc trong Qun l sn xut v iu hnh: Phng php d bo, Qun l tn kho, M hnh tn kho theo EOQ. Anh/ch cn n li cc kin thc trong Qun l xut nhp khu: Cc iu khan ca hp ng, k nng thng lng.

Tm lc nhng vn cn ghi nh :
Nhng hot ng kinh doanh hnh thnh nn mt chui cung ng c th c nhm thnh 4 khon mc chnh: - Lp k hoch, - Tm ngun cung ng, - Sn xut,

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- Phn phi. Bn khon mc ny s c cp nht hng ngy trong hot ng kinh doanh ca doanh nghip v xc nh xem chui cung ng trong doanh nghip hot ng tt nh th no. Doanh nghip phi lun lun ci tin lin tc nhng khon mc trn. Lp k hoch lin quan n cng tc hoch nh v t chc vn hnh 3 khon mc: d bo nhu cu, nh gi sn phm, v qun l tn kho. V vn hn ht l xc nh hiu qu tim nng ca mt chui cung ng. Tm ngun cung ng bao gm nhng hot ng u vo cn thit to nn nhng sn phm/dch v. Tm ngun cung ng bao gm nhng hot ng nh cung ng, thc hin thng l tn dng v nh thu.. C hai hot ng ny u tc ng rt ln n hiu qu ca chui cung ng.

Cu hi :
1. Xi-mng l mt hng chin lc ca quc gia, anh/ch ngh s dng phng php d bo no? 2. Quan st trong siu th, anh/ch cho bit tn kho no theo m hnh EOQ? 3. Hng tn kho nhm: a. b. c. ap ng nhu cau eu an trong tng lai ct gim ting n gia hai phng ban tc ng n vic tng gi bo v chng li s thay i trong cung v cu

d.

4. K thut d bo Delphi l: a. S dng phng php nh lng ca d liu trong qu kh d bo trong tng lai.

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b. L mt chui d bo theo thi gian m gi s rng mt hay nhiu mn hng c lm tng trng cho c mt chui thi gian. c. s dng phng php nh lng d liu tu chn t vic thit lp s phn b (v d nh doanh thu) d bo trong tng lai d. l d bo da trn c bn ngi ch dn. e. khng c cu no trong tt c cu trn.

Tr li cu hi :
1. C th d bo theo phng php chuyn gia v phng php tng quan nh: Nhu cu tiu th xi mng theo GDP, nhu cu tiu th xi mng vi cc nc trong khu vc, nhu cu tiu th xi-mng theo tc tng trng ca ngnh xy dng. 2. Mt hng nhu yu phm, ngi tiu dng mua theo tng k.

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BI 3

HOT NG IU HNH CHUI CUNG NG: SN XUT V PHN PHI

Cc bn thn mn! Chng ta nhn thy rng nhiu cng ty v chui cung ng tham gia phc v khch hng ngy cng tng trng mnh, phc tp v ty thuc vo mc phc v nhu cu cao hn. Ci tin lin tc nhng hot ng c m t bi ny tht s cn thit to ra chui cung ng c s vn hnh hiu qu, phn ng nhanh trc nhng yu cu ca khch hng. Mc tiu ca bi : Sau khi hc xong bi ny sinh vin s : Thc hnh qun l nhng hot ng c lin quan n vic sn xut v phn phi trong chui cung ng. Nghin cu hot ng cung ng trong cng ty bao gm vic thu ngoi (Outsourcing).

Nhng khi nim c bn trong bi v cch hc:

Nhng khi nim c bn : iu sn xut: l phn b cng sut c sn (thit b, lao ng, nh my) cho vic sn xut sn phm cn thit. Qun l n hng: l qu trnh duyt thng tin ca khch hng t nh bn l n nh phn phi nhm mc ch phc v cho nh cung cp v nh sn xut. Cch hc: bi ny sinh vin c ti liu hng dn l c th nm vng c tinh thn ct li ca bi. Cc mc ni dung trong bi sinh vin c hiu ch khng phi hc thuc lng. Nu sinh vin c c hi

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tham gia p dng mt s phng php hc tp nh: trao i vi gio vin v bn hc, tho lun vn , tho lun nhm...

Ni dung chnh
1. Thit k sn phm trong sn xut Vic thit k v la chn cc yu t cn thit sn xut ra sn phm da trn tnh nng yu cu v cng ngh sn c. Gn y, c nhiu kin cho rng vic thit k v la chn cc yu t cn thit sn xut nh hng n chui cung ng sn xut ra sn phm . V chi ph ny c th chim trn 50% chi ph sn xut sn phm. Khi xem xt thit k sn phm trn quan im chui cung ng, mc tiu l nhm thit k nhng sn phm n gin hn, c t b phn cu thnh hn, v c tnh cht module ha t t hp nhiu n v cu thnh ring l. y l cch m b phn cu thnh c th kt hp t nhm cc nh cung cp nh u tin. V tn kho cng c th gi dng kt hp nhiu n v ring l nhng v tr thch hp trong chui cung ng. y cng khng cn tn mt lng ln thnh phm v nhu cu khch hng c p ng nhanh chng thng qua vic lp rp cc sn phm cui cng t t hp nhiu n v ring l khi c n hng. Chui cung ng cng c yu cu h tr sn phm module ha thng qua vic thit k sn phm. Tnh linh hot, phn ng nhanh v chi ph hiu qu s gip cng ty c nhiu thnh cng hn trn th trng. Bn cht ca hot ng thit k, cung ng v sn xut c khuynh hng khc nhau do mi ngi t nhng phng ban khc nhau nn tr phi h hp tc vi nhau. Nhn vin b phn thit k lin quan n vic p ng nhu cu khch hng. Nhn vin cung ng quan tm n mc gi tt nht t

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nhm nh cung cp c u tin. Nhn vin sn xut quan tm n cc phng php sn xut lp rp v hot ng sn xut di hn. Nhm thit k sn phm nn l nhm chc nng cho ly t i din ca 3 nhm trn. iu ny l c hi tt kt ni nhng tng t cc nhm. Nhm chc nng cho ny kim tra li bn thit k sn phm v gii quyt nhng vn lin quan: - Nh cung ng hin ti no cung cp linh kin cn thit? - S lng nh cung ng mi l bao nhiu? - C th n gin ha vic thit k v gim s lng nh cung ng? - Vn g xy ra nu nh cung ng ngng sn xut cc linh kin? - Dy chuyn lp rp sn phm c thc hin d dng? Mt bn thit k sn phm tt khi c s kt hp ca 3 kha cnh: thit k, cung ng v sn xut. iu ny mang li hiu qu cao trong h tr sn xut sn phm v hot ng chui cung ng. Gip a sn phm ra th trng nhanh chng hn v cnh tranh hiu qu v mt chi ph. 2. iu sn xut iu sn xut l phn b cng sut c sn (thit b, lao ng, nh my) cho vic sn xut sn phm cn thit. Mc tiu l s dng cng sut sn c hiu qu v mang li li ch cao nht. Thc hin mt k hoch iu sn xut l mt qu trnh tm s cn bng gia nhiu mc tiu i khng nhau: Mc s dng cao. iu ny c ngha l vn hnh sn xut trong di hn, sn xut tp trung v c nhiu trung tm phn phi. tung ny xut pht t hc thuyt kinh t v qui m v thu c nhiu ch li t hc thuyt ny.

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 Mc tn kho thp. iu ny ngha l vn hnh sn xut trong ngn hn, giao cc nguyn vt liu th ng lc -JIT (Just In Time). tng ny cc tiu ha ti sn v dng tin mt b ng trong hng tn kho. Mc phc v khch hng cao. Thng thng yu cu mc tn kho cao hay vn hnh sn xut trong ngn hn. Mc tiu nhm cung cp sn phm cho khch hng nhanh chng v khng ht hng tn kho cho bt c sn phm no. Khi mt sn phm n l c sn xut mt nh my c ch nh, iu sn xut c ngha l t chc vn hnh ti mc yu cu cng hiu qu cng tt nhm p ng nhu cu sn phm. Khi c nhiu sn phm khc nhau c sn xut trn mt dy chuyn hay nh my sn xut n th iu sn xut cng phc tp hn. Mi sn phm s c sn xut trong mt vi thi on sau s chuyn sang sn xut sn phm k tip. Bc u tin trong k hoch iu sn xut a sn phm l xc nh qui m ca n hng cn sn xut. iu ny cng ging nh tnh EOQ trong qu trnh kim sot hng tn kho. Tnh ton qui m ca n hng bao gm qu trnh cn i gia chi ph sn xut sn phm v chi ph vn chuyn sn phm tn kho. Nu hot ng sn xut thng xuyn, thc hin theo nhng l nh th chi ph sn xut s cao v mc tn kho thp. Nu chi ph sn xut thp do hot ng sn xut di th mc tn kho s cao v chi ph vn chuyn sn phm tn kho s gia tng. Khi xc nh s lng sn xut sn phm, bc tip theo l xc nh s ln sn xut cho mi sn phm. Mt nguyn tc c bn l, nu tn kho sn phm t lin quan n nhu cu th nn iu sn xut nhng sn phm

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khc c mc tn kho ln lin quan n nhu cu p ng. Mt k thut chung l iu sn xut nn da vo khi nim thi gian s dng hng tn kho ti a. Thi gian s dng hng tn kho ti a (hay thi gian ht hng cho mt sn phm) l s ngy hay tun cng ty s dng ht sn phm tn kho p ng nhu cu pht sinh. Cng thc tnh thi gian ht hng cho mt sn phm nh sau: R=P/D Trong : + R: thi gian ht hng tn kho. + P: S lng sn phm trong kho hin ti. + D: Nhu cu sn phm. Qui trnh iu sn xut l mt qui trnh lp li. Qui trnh ny bt u bng vic tnh ton thi gian ht hng R cho tt c cc sn phm. Sau iu cho sn phm no c gi tr R nh nht. Gi s qui m n hng cc sn phm c sn xut, sau tnh ton li gi tr R cho tt c cc sn phm. Mt ln na chn nhng sn phm c gi tr R thp nht v k hoch iu sn phm li tip tc cho n ht. Khi k hoch iu sn xut thc hin, nn kim tra kt qu tn kho lin tc v so snh vi nhu cu thc: Hng tn kho c tng qu nhanh khng? Nhu cu c thay i trong tnh ton thi gian ht hng khng? Vic iu sn xut cn hiu chnh lin tc khng ngng do rt him khi mi vic xy ra ng nh k hoch ra.

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Hnh 3.1: iu sn xut 3. Qun l nh my trong sn xut a im nh cp bi 1, l mt trong 5 yu t chnh hnh thnh nn chui cung ng. Tt c cc quyt nh lin quan n nh my u thc hin trong s rng buc v a im t nh my. Thng thng cng ty phi mt khon chi ph rt ln ngng sn xut ti mt nh my hay xy dng nh my mi khc khi xc nh a im b tr nh my. Qun l nh my l xem xt cc a im b tr nh my v tp trung s dng cng sut sn c hiu qu nht. iu ny lin quan n quyt nh 3 lnh vc: Vai tr ca nh my s vn hnh. Quyt nh v vai tr ca mi nh my bao gm vic xc nh nhng hot ng no s thc hin trong mi nh my. Nhng quyt nh ny c tc

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ng rt ln n tnh linh hot ca chui cung ng, c th p ng c s thay i nhu cu. Nu mt nh my c thit k phc v cho mt th trng ring th khng d dng chuyn i chc nng phc v sang mt th trng khc nu nh chui cung ng thay i. Phn b cng sut cho mi nh my. Phn b cng sut trong mi nh my thc hin thng qua vai tr ca mi nh my ny. Quyt nh v phn b cng sut lin quan n thit b v ngun nhn cng s dng trong cc nh my ny. Nhng quyt nh phn b thay i cng sut thc hin d dng hn l quyt nh v thay i v tr nh my nhng iu ny khng mang li hiu qu v mt chi ph khi thc hin thay i phn b thng xuyn. V vy, s phn b cng sut nh hng mnh m n hot ng chui cung ng v kh nng sinh li nhun. Phn b cng sut qu t c th gia tng mc khng p ng nhu cu v mt doanh s. Phn b qu nhiu c th dn n mc s dng t v chi ph cung ng s cao hn. Phn b cc nh cung cp v th trng cho mi nh my. S phn b nh cung cp v th trng cho mi nh my b nh hng bi hai quyt nh trc . S tham gia ca cc nh cung cp, khi lng sn phm sn xut ty thuc vo vai tr v cng sut c phn b ca mi nh my. Nhng quyt nh ny nh hng n chi ph vn chuyn t nh cung cp n nh my v t nh my n khch hng. Nhng quyt nh ny cng nh hng n kh nng p ng nhu cu th trng ca ton b chui cung ng. 4. Qun l n hng trong phn phi Trong chui cung ng, qun l n hng l qu trnh duyt thng tin ca

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khch hng t nh bn l n nh phn phi nhm mc ch phc v cho nh cung cp v nh sn xut. Qu trnh ny cng ng thi duyt thng tin v ngy giao hng, sn phm thay th v nhng n hng thc hin trc ca khch hng. Qu trnh ny da vo in thai v cc chng t c lin quan nh n hng, n hng thay i, bng bo gi, ha n bn hng. . . Cng ty phc tho ra n hng v lin h vi nh cung cp thc hin n hng ny. Nh cung cp hoc s thc hin n hng ngay bng hng tn kho ca mnh, hoc s tm kim ngun thay th t nh cung cp khc. Nu nh cung cp thc hin n hng ny ngay bng hng tn kho, nh cung cp ny s ly n hng ca khch mua hng in vo phiu xut hng, phiu ng gi v ha n bo gi. Nu sn phm l ngun thay th t nhng nh cung cp khc, th nh cung cp ny s ly n hng ca khch mua hng u tin a vo n hng ca nh cung cp thay th. Nh cung cp hoc s thc hin n hng ny ngay bng hng tn kho, hoc s s dng mt ngun thay th na t nhng nh cung cp khc. Sau , n hng nh cung cp nhn c s c a li vo cc chng t nh phiu xut hng, phiu ng gi, phiu ly hng v ha n bo gi. Qu trnh ny c lp li nhiu ln trong sut chui cung ng. Chui cung ng ngy cng tr nn quan trng v phc tp hn. Cc cng ty by gi lun gii quyt cc vn chn la, xp hng cng lc nhiu nh cung cp, thu cc nh cung cp bn ngoi v nhng i tc phn phi. Tnh phc tp ny cng lm thay i cch phn ng vi nhng sn phm c bn ra, gia tng k vng phc v khch hng v thch ng vi s thay i nhanh chng nhu cu th trng mi. Qu trnh qun l n hng theo truyn thng tn nhiu thi gian v hot ng chng cho. l do s di chuyn dng d liu trong chui cung ng

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din ra chm. S di chuyn chm ny c th m bo tt cho chui cung ng n gin, nhng vi chui cung ng phc tp th cn phi yu cu mc tiu hiu qu v nhanh chng. Qun l n hng hin i tp trung vo nhng k thut c th gip dng d liu lin quan n n hng din ra nhanh hn v hiu qu hn. Trong qu trnh qun l n hng cng cn x l mt s trng hp ngoi l, t a ra cch nhn din vn nhanh chng v quyt nh ng n hn. iu ny c ngha l qu trnh qun l n hng hng ngy nn t ng ha v c nhng n hng i hi qu trnh x l c bit do nhm ln ngy giao hng, yu cu ca khch hng thay i. . . Vi nhng yu cu nh vy, qun l n hng thng bt u bng s kt hp chng cho chc nng ca b phn tip th v bn hng, c gi l qun l mi quan h khch hng - CRM (Customer Relationship Management). C mt s nguyn tc c bn c lit k di y c th gip qu trnh qun l n hng hiu qu: Nhp d liu cho mt n hng: nhp mt v ch mt ln. Sao chp d liu bng cc thit b in t c lin quan n ngun d liu nu c th, v trnh nhp li d liu bng tay d d liu ny lu thng sut chui cung ng. Thng thng, cch hu ch nht l khch hng t nhp cc n hng vo h thng n hng ca cng ty. Sau h thng ny s truyn d liu n cc h thng khc c lin quan l cc c nhn tham gia vo chui cung ng. T ng ha trong x l n hng. Qu trnh x l bng tay nn ti thiu v h thng nn gi d liu cn thit vo nhng v tr thch hp. X l trng hp ngoi l l xc nh nhng n hng c vn v mi ngi cng tham gia gii quyt.

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 n hng lun trng thi sn sng phc v khch hng. Hy khch hng theo di n hng trong sut giai on t t n hng cho n khi chuyn sn phm n cho h. Nn khch hng thy trng thi sn sng phc v ca n hng m khng phi nh s h tr no khc. Khi mt n hng gp vn th ly n hng thu ht s ch ca cc nh cung ng lin quan gii quyt. Tch hp h thng t hng vi cc h thng lin quan khc duy tr tnh ton vn d liu. H thng tip nhn n t hng cn thit phi c d liu m t v sn phm v gi c h tr khch hng ra cc quyt nh la chn ph hp. H thng m bo d liu sn phm tch hp vi cc h thng t hng. D liu t hng trong h thng phi cp nht thng tin trng thi tn kho, k hoch phn phi. . . D liu ny nn t ng ha cp nht thng tin vo h thng ng lc v chnh xc.

Hnh 3.2 : Bn nguyn tc qun l n hng hiu qu

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5. K hoch phn phi K hoch phn phi chu nh hng mnh t quyt nh lin quan n cch thc vn ti s dng. Qu trnh thc hin k hoch phn phi b rng buc t cc quyt nh vn ti. C 2 cch thc vn ti ph bin nht trong k hoch phn phi l: phn phi trc tip v phn phi theo l trnh nh. 5.1. Phn phi trc tip Phn phi trc tip l qu trnh phn phi t mt a im gc n mt a im nhn hng. Vi phng thc ny, n gin nht l la chn l trnh vn ti ngn nht gia hai a im. K hoch phn phi gm nhng quyt nh v s lng v s ln giao hng cho mi a im. Thun li trong m hnh ny l hot ng n gin v c s kt hp phn phi. Phng php ny vn chuyn sn phm trc tip t mt a im sn phm c sn xut/tn kho n mt a im sn phm c s dng. N ct gim hot ng trung gian thng qua vn chuyn nhng n hng nh n mt im tp trung, sau kt hp thnh mt n hng ln hn phn phi ng thi. Phn phi trc tip t hiu qu nu im nhn hng t hng theo m hnh EOQ ph hp vi khi lng phng tin vn chuyn ang s dng. V d nu im nhn hng phn phi bng xe ti v p dng m hnh EOQ c nguyn xe (ti) -TL (Truck Load) th phng php ny tht s hiu qu. Nu nh EOQ ti ni nhn hng khng bng vi TL th phng php ny km hiu qu. iu ny cng pht sinh chi ph do s dng sn phm t nhiu nh cung cp khc nhau. 5.2. Phn phi theo l trnh nh Phn phi theo l trnh nh l phn phi sn phm t mt a im gc n nhiu a im nhn hng, hay phn phi sn phm t nhiu a im

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gc n mt a im nhn hng. K hoch phn phi theo theo l trnh nh phc tp hn so vi phn phi trc tip. K hoch ny cn quyt nh v s lng phn phi cc sn phm khc nhau; s ln phn phi. . . V iu quan trng nht l l trnh phn phi v hot ng bc d khi giao hng. im thun li ca phng php phn phi theo theo l trnh nh l s dng hiu qu cc phng tin vn chuyn s dng v chi ph nhn hng thp do a im nhn hng t v khi lng giao hng nhiu hn. Nu EOQ cc sn phm khc nhau ti im nhn hng l khng y xe (ti) LTL (Less than Truck Load), phng php ny cho php tt c cc n hng ca nhng sn phm khc nhau c kt hp li cho n khi khi lng bc hng bng vi EOQ. Nu nhiu a im nhn hng m mi a im cn mt khi lng sn phm t hn, th a im ny c th c phc v bng mt xe ti nh hn c khi lng phn phi bng vi TL ca xe ti. C hai k thut phn phi theo theo l trnh nh: + K thut ma trn tit kim. + K thut nh gi suy rng. Mi k thut u c u, nhc im ring v hiu qu ty thuc vo tnh hung s dng, chnh xc ca d liu sn c. K thut ma trn tit kim l mt k thut n gin trong hai k thut nu trn. K thut ny s dng nh gi khch hng qua phng tin chuyn ch v thit k l trnh sao cho thi gian giao hng ti cc im nhn hng theo yu cu ra. y l k thut a ra cc gii php v l trnh hp l c th p dng vo thc t. im yu ca k thut ny l kh tm ra gii php hiu qu v chi ph hn l s dng k thut nh gi suy rng. K thut ny s s dng tt nht khi k hoch phn phi c nhiu

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rng buc khc nhau cn c tha mn. K thut nh gi suy rng phc tp hn nhng c th a ra gii php tt hn k thut ma trn tit kim khi khng c nhng rng buc v cng sut chuyn ch ca phng tin trong k hoch phn phi. im bt li ca phng php ny l tn thi gian lp k hoch phn phi khi c nhiu rng buc lin quan. K thut ny c s dng tt nht khi c gii hn cc rng buc v cng sut vn chuyn hay tng thi gian trn l trnh vn chuyn. 5.3. Ngun phn phi Vic phn phi sn phm n khch hng c thc hin t hai ngun: + a im l dng cho sn phm. + Trung tm phn phi. a im l dng cho sn phm nh nh my, nh kho. . . c sn phm n hay danh mc sn phm lin quan sn sng phn phi. Phng tin ny l thch hp khi d bo c nhu cu sn phm c mc cao; phn phi duy nht cho nhiu a im nhn s lng ln sn phm bng phng tin vn chuyn c ti trng ln. iu ny em li nhiu li ch tnh kinh t nh s dng hiu qu phng tin vn chuyn . Trung tm phn phi l ni tn tr, xut- nhp khi lng ln sn phm bng phng tin vn chuyn c ti trng ln n t nhiu a im khc nhau. Khi v tr nh cung cp xa khch hng th vic s dng trung tm phn phi c tnh kinh t cao do rt ngn khong cch vn chuyn, v tn tr khi lng ln sn phm gn a im vi khch hng -ngi s dng cui. Trung tm phn phi l ni tn tr sn phm hay s dng duy nht cho Cross-docking. Cross-docking l k thut c WalMart p dng ln u

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tin. Trung tm phn phi s dng Cross-docking mang li nhiu li ch. Th nht, dng vn chuyn sn phm trong chui cung ng nhanh hn do c s h tr hng tn kho. Th hai, ch ph tn tr t tn km do sn phm s dng nhanh m khng lu vo kho. Tuy nhin, k thut Cross-docking yu cu v mc hp tc chc ch gia xut v nhp sn phm l rt cao. 6. Thu ngoi trong hot ng cung ng Do sc p t li nhun bin t to ra ng lc thc y th trng t do pht trin hnh thc thu ngoi (Outsourcing). Cng ty A cn thc hin dch v v to ra li nhun trn tng chi ph thc hin dch v . Dch v ny c th yu cu cng ty B thc hin. Cng ty B c th cung cp dch v vi mc gi thp hn chi ph m cng ty A t sn xut. Lc cng ty A c th xem xt i thu ngoi. Theo truyn thng, nhng n v tham gia vo chui cung ng l nh sn xut, logistics, phn phi v nh bn l. C bao nhiu t chc c nng lc hot ng trong chui cung ng? Mt s hot ng nh tn dng v cc khon phi thu, thit k sn phm, qun l n hng c th khng phi l nng lc ct li ca cc t chc truyn thng tham gia vo chui cung ng. l c hi tt cho cc nh cung cp dch v tham gia trong chui cung ng. Tt c hot ng trong chui cung ng nh l mt th thng nht, nhng khng cn thit phi thc hin tt c. V qu thc khng th lm tt tt c hot ng trong chui cung ng t bt k mt hnh thc no. Mt ngoi lc khc tc ng thc y hnh thc thu ngoi l tnh phc tp ca th trng m chui cung ng phc v gia tng. Cng ty Ford Motor thc hin chin lc tch hp theo chiu dc: khai thc qung st c nguyn liu thp; thit k sn phm v sn xut nn nhng chic t. Chin lc ny l ti u v th trng m cng ty Ford Motor phc v l th trng sn phm tiu chun ha v sn xut hng lot.
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Ngy nay, nhu cu nh hng th trng v phi tr gi cho s i mi sn phm/dch v theo nhu cu. iu ny gia tng tnh phc tp trong chui cung ng. Nhng n v tham gia vo chui nhn thy rng th trng m h phc v cung cp nhng kin thc cn thit qun l tnh phc tp ny.

Mt s im cn lu khi hc :
Sinh vin khng cn phi hc thuc bi, ch cn nm vng nhng im quan trng nh thit k sn phm, iu sn xut v qun l nh my trong sn xut; qun l n hng, lp k hoch trong phn phi; v vn thu ngoi trong chui cung ng. Sinh vin cn n li kin thc Qun l sn xut v iu hnh v hach nh tng hp, iu sn xut, bi tan vn chuyn. . .

Tm lc nhng vn cn ghi nh :
Hot ng sn xut bao gm thit k sn phm, iu sn xut v qun l nh my, l nhng hot ng cn thit trin khai sn xut sn phm/dch v m mt chui cung ng cung cp. Hot ng phn phi bao gm nhng hot ng: nhn n hng v phn phi sn phm n khch hng. Hai hot ng chnh trong phn phi l h thng t hng v phn phi sn phm n khch hng. Hai hot ng cu thnh s kt ni chnh yu gia cc cng ty trong chui cung ng. Do sc p t li nhun bin t to ra ng lc thc y th trng t do pht trin hnh thc thu ngoi (Outsourcing). Cng ty A cn thc hin dch v v to ra li nhun trn tng chi ph thc hin dch v . Dch v ny c th yu cu cng ty B thc hin. Cng ty B c th cung cp dch v vi mc gi thp hn chi ph m cng ty A t sn xut. Lc cng ty A c th xem xt i thu ngoi.

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Cu hi :
1. Hy nu mt s thun li v kh khn khi thu ngoi. 2. Thu ngoi: a. xut hin u tin trong cc khu vc doanh nghip t nhn ln, nhng him khi c thc hin trong cc doanh nghip nh nc b. ca dch v khng c tnh thc t do kh khn trong vic o lng v c lng hot ng ca cc nh cung cp dch v c. c ri ro kinh doanh thp bi v doanh nghip lun lun c th quay tr li vi cc hnh thc hot ng kinh doanh khc ca doanh nghip minh vi chi ph thp nht d. nhng quyt nh da trn nn tng ca nhng yu t ti chnh th hin rng hu ht cc t chc c th d dng c c thng qua h thng k ton ca cng ty e. thng thng c chn nh l mt cch cho cc t chc c th lm gim chi ph, tp trung vo nhng nng lc chnh, v ci tin hiu qu 3. Nhng xu hng chn la nh cung cp bao gm: a. gia tng s lng nh cung cp v pht trin mi quan h tt p ny b. thng lng nhng hp ng ngn hn nhng vi s t nh cung cp gia tng nhng mi mua hng. c. gii hn s lng nh cung cp v tp trung vo kt qu ca nhng nh cung cp ch yu d. tp trung nhiu hn vic quyt nh chn lc nh cung cp trong b phn mua hng e. chn lc thng xuyn cc nh cung cp c kh nng ti chnh vi mc gi c th thay i c

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BI 4

CNG NGH THNG TIN V CHUI CUNG NG

Cc bn thn mn! nh cc bn bit, do s pht trin ca vic ng dng d liu tc cao trong cng ngh truyn thng mng v my tnh gip qun l chui cung ng c mc chnh xc cao hn nhng nm 1980. Cc cng ty hc tp cch s dng cng ngh k thut ny xy dng cho mnh chui cung ng c li th cnh tranh hn trn th trng. Hin nay, yu t cnh tranh chnh trong kinh doanh l hiu qu chui cung ng do kh nng phn ng nhanh trc nhng thay i nhu cu ca th trng. iu ny tr thnh s tht hin nhin trong nhiu th trng. pht trin nng lc ny, cng ty v h thng chui cung ng cn phi nghin cu nhng hnh vi mi v s dng cng ngh thch hp vi nhng hnh vi ny. Mc tiu ca bi : Sau khi hc xong bi ny sinh vin s : Hiu c tc ng Roi da- Bullwhip xy ra nh th no v cc yu t lin quan khc. Xc nh cc yu t chnh l nguyn nhn gy ra tc ng Roi da trong chui cung ng. S dng cng ngh thng tin h tr v to ra s hp tc hiu qu trong chui cung ng.

Nhng khi nim c bn trong bi v cch hc:

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 Nhng khi nim c bn : Tc ng Roi da: Khi c thay i nh v nhu cu sn phm t khch hng, iu ny s chuyn thnh nhng thay i ln hn v nhu cu t cc cng ty trong chui cung ng. Cch hc: bi ny sinh vin c ti liu hng dn l c th nm vng c tinh thn ct li ca bi. Cc mc ni dung trong bi sinh vin c hiu ch khng phi hc thuc lng. Nu sinh vin c c hi tham gia p dng mt s phng php hc tp nh: trao i vi gio vin v bn hc, tho lun vn , tho lun nhm... s thu hoch thm nhng iu m rng hn.

Ni dung chnh
1. Tc ng Roi da- Bullwhip Mt trong nhng tc ng ph bin nht trong chui cung ng l hin tng c tn gi Roi da. Khi c thay i nh v nhu cu sn phm t khch hng, iu ny s chuyn thnh nhng thay i ln hn v nhu cu t cc cng ty trong chui cung ng. Cc cng ty nhng giai on khc nhau trong chui u c ci nhn khc nhau v ton cnh nhu cu th trng, kt qu l s phi hp trong chui cung ng b chia nh. Cng ty thc hin nhiu cch khc nhau do thiu ht sn phm ngn hn v s dn n s thiu ht trong ton chui cung ng. Tc ng ny s th hin trn phm vi ln hn lin quan n nhiu ngnh cng nghip, v c gi l bm vo bung phi chu k kinh doanh. Tc ng s nh hng n ngnh cng nghip phc v tng trng v pht trin th trng khi nhu cu t nhin tng nhanh. V d nh trong ngnh cng nghip phc v cc thit b truyn thng th tn hay th trng linh

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kin my tnh. Tc ng bt u khi nhu cu th trng ln mnh to ra s thiu ht sn phm. Cc nh sn xut v phn phi gia tng sn xut v mc tn kho p ng nhu cu. y l im hoc l nhu cu thay i, hoc l nhu cu cung ng sn phm ln hn mc nhu cu p ng. Nh sn xut v phn phi khng nhn ra vic cung cp ang ln hn nhu cu nn tip tc thit lp vic cung ng sn phm. V kt qu l lng sn phm d tha qu ln khi cng ty nhn ra iu ny. Nh sn xut s ngng hot ng my mc v ct gim nhn vin. Nh phn phi gp kh khn trong hng tn kho, v lm gim gi tr sn phm trn th trng. Tc ng Roi da c th m hnh ha trong chui cung ng n gin bao gm nh bn l, nh phn phi v nh sn xut.

Nh bn l Nh kho/Nh phn phi

Nh sn xut

Hnh 4.1: Tc ng roi da Vo nhng nm 1960, tr chi m phng c pht trin trng i hc qun l cng ngh Massachusetts minh ha tc ng Roi da xy ra nh th no. Tr chi m phng ny c gi l Beer game- Tr chi v phn phi bia. Tr chi cho thy nhng g xy ra trong chui cung ng thc c s h tr ca nhm cc ca hng bn l nh bia, bnh snacks v mt s hng ha khc. Kt qu ca tr chi m phng mang li bi hc qu

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gi l lm nh th no kt hp nhng hot ng cc cng ty khc nhau trong mt chui cung ng (Xem phn ph lc). Beer game bt u t kinh nghim ca nh bn l v s thay i nh lin quan n nhu cu thng hiu ca loi bia gi l Lovers Beer. n hng theo l n nh t nh bn l chuyn n nh phn phi bia. Lc u, nhng n hng ny vt qu mc tn kho ca nhng nh phn phi hin c, nn h chia phn Lovers Beer t nh cung cp ca mnh cho cc nh bn l. Sau , nh phn phi ny li t nhiu n hng ln t cc nh my sn xut ra bia Lovers Beer. Nhng nh bia ny khng th gia tng mc sn xut p ng nn cng chia phn li cho cc nh phn phi v bt u xy dng nng lc sn xut thm. S khan him Lovers Beer gy cn st trong qu trnh mua hng v ngy cng gia tng. Khi nh my bia tng mc sn xut v bt u cung ng s lng ln sn phm ra th trng, cc n hng vn gia tng v cn st mua hng t nhin suy gim. Sn phm sn xut lp y kho ca nh phn phi v c kho ca nh bn l, vt qu nhu cu thc s cn thit. Nh my sn xut vt qu cng sut; nh phn phi b ng vn do qu nhiu hng tn kho; nh bn l hu b cc n hng t trc hay khuyn mi gim gi sn phm. Tt c u b tn tht nng n. Cc thnh vin trong chui cung ng u nhn thc c chi ph ca tc ng Roi da. Nh sn xut gia tng cng sut sn xut tha mn cc n hng v iu ny l bt n so vi nhu cu thc s. Nh phn phi th tn tr thm sn phm kim sot mc n hng thay i. Chi ph vn ti gia tng v cng sut chuyn ch tng thm kim sot thi im nhu cu tng cao. Chi ph lao ng cng ng thi tng theo p ng nhu cu cao trong cc thi im. . .

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2. Chui cung ng phi hp Nghin cu tc ng Roi da xc nh 5 yu t chnh l nguyn nhn gy ra tc ng ny. Cc yu t tng tc qua li trong nhiu s kt hp khc nhau nhiu chui cung ng gy ra nhiu s thay i nhu cu v lm kh khn trong vic qun l chui cung ng hiu qu. + D bo nhu cu + t hng theo l + Hot ng phn b sn phm + nh gi sn phm + Khuyn khch vic thc hin 2.1. D bo nhu cu D bo nhu cu da vo n hng nhn chnh xc hn ht so da vo d liu nhu cu ca ngi dng cui. Khi tham gia vo chui cung ng, cc cng ty vi mi quan h ngi dng cui, c th khng xc nh nhu cu thc ca th trng nu cng ty xem mnh l mt ch th ring l thc hin n hng thng qua khch hng trung gian. Cng ty trong chui cung ng c th thy s bin ng trong nhng n hng h cung cp v s pht sinh. Khi s dng d liu n hng ny d bo, cng ty lm tng thm lch khi d bo nhu cu v th hin qua nhng n t hng vi nh cung cp. Cng ty c th khng li tc ng Roi da trong d bo nhu cu l chia s tp d liu cho tt c cc cng ty c th d bo nhu cu chnh xc hn. Ngun d liu ny chnh xc v cc thnh vin trong chui cung ng c quan h mt thit n khch hng s dng cui. Chia s im bn hng chung -POS (Point-Of-Sales) gia cc cng ty trong chui cung ng c th kim sot tc ng Roi da thnh cng v POS chung gip cng ty phn

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hi nhanh khi nhu cu th trng thay i. 2.2. t hng theo l t hng theo l pht sinh khi cng ty mun t s lng ln cc sn phm trong ngn hn vi mc ch l ti u ha chi ph x l n hng v chi ph vn ti. Nh hc trong phn kim sot hng tn kho bi 2, cc cng ty c khuynh hng xc nh kch c l hng theo m hnh EOQ. Do t hng theo l, nhng n hng ny a dng v khc nhau theo mc nhu cu thc. V s khc bit ny b thi phng ln khi tham gia vo chui cung ng. Trong qu trnh t hng theo l, c mt cch tm ra s bin ng trong nhu cu l ct gim chi ph x l n hng v chi ph vn ti. iu ny lm cho kch c n hng EOQ nh hn v cc n hng t thng xuyn hn. Kt qu l dng lu chuyn n hng s thng sut v nh phn phi, nh sn xut s phn ng hiu qu hn. S dng cng ngh t hng in t gip gim chi ph t hng. Chi ph vn ti c rt gim bng cch s dng nh cung cp 3PL (3rd Party Logistics) l cc cng ty phn phi bn ngoi nh hng vn ti, nh kho. . . thc hin chc nng phn phi sn phm. Qua , vic bc d sn phm bng phng tin vn chuyn nh c chi ph hiu qu hn v giao cc n hng nh n khch hng nhiu hn. 2.3. Hot ng phn b sn phm y l phn ng ca nh sn xut khi h phi i mt vi tnh trng lng cu cao hn mc h c th p ng. i vi mt nh sn xut, phng php phn b thng thng l phn b lng cung sn phm sn c da vo tng lng hng ca cc n t hng nhn c. V vy, nu vic cung ng bng 70% s n hng nhn c th nh sn xut s thc hin 70% tng s trn n hng v cung cp hay p ng tr hn phn n hng cn li. iu ny dn n cc nh phn phi v nh bn l trong chui cung

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ng s gia tng lng t hng ca h mt cch gi to nhm tng them lng sn phm c phn b cho h. Hnh ng ny s lm phng i lng cu sn phm trong chui v c gi l nh bc thiu. C nhiu cch thch ng vi iu ny. Nh sn xut c th da vo d liu t hng qu kh thay v kch c n hng hin ti ca nh phn phi hay bn l ra quyt nh hp l. iu ny s gim tc ng nh bc thiu. Nh sn xut v nh phn phi ng thi c th thng tin trc cho khch hng nu nhu cu vt xa kh nng cung cp. iu ny khng lm khch hng ngc nhin m cn lm gim s hoang mang trong qu trnh mua hng. 2.4. nh gi sn phm nh gi sn phm l nguyn nhn lm cho gi c thay i v kt qu l nhu cu bin ng. Nu % li nhun cu thnh trong gi thp th khch hng s mua sn phm nhiu hn. Khi a gi v li mc bnh thng hay tng ln th nhu cu bt u gim xung. Thay v dng lu chuyn sn phm trong chui cung ng n nh th s bin ng gi to ra s bin ng nhu cu v gy kh khn khi gii quyt vn cung ng. 2.5. Khuyn khch vic thc hin Thng c nhiu s khc bit cc cng ty v cc n v tham gia trong chui cung ng. Mi cng ty nhn thy v tr ca mnh trong chui cung ng. V trong mt cng ty, cc c nhn nhn thy vai tr cng vic ca mnh tham gia vo qu trnh cung ng. khuyn khch vic thc hin, cc cng ty khuyn khch i ng bn hng trong mi thng hay qu. Khi kt thc mi thng hay qu, cng ty a ra mc chit khu v mt s ch tiu o lng khc trong vic bn sn phm xem xt p ng ch tiu hay khng. iu ny lm cho nhu cu thc ca sn phm khng b ko vo

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chui cung ng. Cc nh qun l cng ty c th dng cch ny to ra s khuyn khch vic thc hin bn hng m khng xung t vi nhng mc tiu khc ca cng ty. V d trng b phn vn ti ti u chi ph vn chuyn ti chi ph dch v khch hng a ra hay chi ph vn chuyn hng tn kho. . . S lin kt gia khuyn khch vic thc hin vi nhng hiu qu ca chui cung ng l mt thch thc c thc. N thng bt u bng vic s dng chnh xc hot ng ng vi chi ph i km. Cc cng ty cn phi nh gi chi ph pht sinh do giao nhn hng ha vo cui mi thng hay qu to ng c bn hng. ng thi, cc cng ty cng cn phi nhn ra tc ng ngc ca ng thc hin n ni b. Cn th nghim mt s k hoch to ng c nhm h tr cho hot ng cung ng hiu qu. y l qu trnh m mi cng ty cn phi t lm ring cho mnh. 3. Hp tc hoch nh, d bo v cung cp b sung- CPFR (Collaborative planning, forecasting, and replenishment) Nhm to iu kin thun li cho vic phi hp cn thit trong chui cung ng, mt nhm gi l Cc tiu chun thng mi lin ngnh t nguyn VICS (Voluntary Interindustry Commerce Standards) lp ra mt ban nghin cu v hng dn thc hin v nhng vn CPFR. CPFR chia ra lm 3 mng hot ng chnh l: Hp tc hoch nh Thng lng mt tha thun ban u xc nh trch nhim ca mi cng ty s tham gia hp tc vi nhau. Xy dng k hoch lin kt trong nhng cng ty lm vic vi nhau nh th no p ng nhu cu.

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 D bo Thc hin d bo doanh thu cho tt c cng ty tham gia hp tc. Xc nh s khc bit hay trng hp ngoi l gia cc cng ty. Gii quyt cc trng hp ngoi l cung cp bn d bo doanh s bn hng chung. Cung cp b sung Thc hin d bo cc n hng cho tt c cc cng ty tham gia hp tc. Xc nh trng hp ngoi l gia cc cng ty. Gii quyt cc trng hp ngoi l nhm a ra k hoch sn xut v iu phn phi hiu qu. Pht ra n hng thc p ng nhu cu khch hng. 3.1 Hot ng ca CPFR Chng ta hy nghin cu hot ng ca Cng ty XYZ. Cng ty ny tha thun hp tc vi nhiu i tc v cng tham gia vo CPFR vi nhng i tc ny trong chui cung ng. D liu t cc im bn hng POS cho thy doanh s thc s ca h thng ca hng bn l ca cng ty. T cc i l bn l c s dng POS, cng ty nhn c thng tin cp nhp v doanh s hng ngy v mc tn kho ca cng ty. Khi s dng d liu ny, cng ty c th lp ra cc k hoch iu sn xut, chia s d liu cho cc b phn sn xut. V th, nh cung cp cho cng ty c th dng d liu ny lp ra cc k hoch iu sn xut cho ring mnh. Nhn vo d bo v doanh s, Cng ty XYZ thy rng nhu cu cho sn phm ca cng ty tng ln nhanh chng vt qua k hoch mong i trong nm v cn thit phi gia tng sn xut. Cng ty xem xt li k hoch iu sn xut trong nm v lp ra k hoch mi vi cc nh cung cp linh

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kin chnh tha thun mua thm cc linh kin p ng cho nhu cu sn xut. Nh cung cp linh kin th 1 s b yu cu ngng do khng th gia tng khi lng sn xut cho cng ty. Nh cung cp th 2 th tip tc do c linh kin vi s thay i nh trong thit k c th p ng nhu cu sn xut cho h thng gii tr ti nh ca cng ty. Cc i tc ca cng ty XYZ bit rng cn phi lm g, bao lu thc hin n hng, nhng thay i no trong thit k phi thc hin. . . nn k hoch iu sn xut phi tng p ng nhu cu sn phm thay i v gi ng mc tn kho bt c mt nh bn l no. Trong tnh hung ny, nhng li ch c c v cng to ln. Th nht, tc ng Roi da gim i ng k do tt c cng ty trong chui u c c v chia s d liu bn hng trong mt thi gian c th. iu ny cho php cng ty trong chui cung ng ti u k hoch iu sn xut, mc tn kho, v iu vn ti. Th hai l s tng nhanh nhu cu thc ca khch hng v s hp tc vi nh cung cp nhm tng k hoch iu sn xut. D cho c nh cung cp linh kin khng c kh nng cung cp th k hoch iu sn xut ca cng ty XYZ cng gia tng do c nh cung cp khc thay th. Cc cng ty khi tham gia hp tc vi nhau s c c li th cnh tranh ng k. H chia s d liu POS, d liu tn kho cho tt c cc cng ty trong chui cung ng. iu ny mang li li nhun cho chnh bn thn cng ty v ton b chui cung ng kt qu ng k. Theo nghin cu ca AMR Research cho thy li ch ca CPFR cho bng sau:

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Li ch ca nh bn l T l s dng kho tt hn Mc tn kho thp Doanh s tng Chi ph logistics thp Li ch ca nh sn xut Mc tn kho thp Chu k t hng nhanh hn Doanh thu tng Dch v vi khch hng tt hn 3.2 Chui cung ng hp tc

Ci tin in hnh 2% - 8% 10% - 40% 5% - 20% 3% - 4% Ci tin in hnh 10% - 40% 12% - 30% 2% - 10% 5% -10%

N lc tt nht thc y s hp tc trong cng ty l o lng tc ng Roi da. Thng qua thi on qu hay nm, chng ta so snh s lng v s ln n hng nhn t khch hng vi s lng v s ln t hng nh cung cp. Sau , phc tho ra mt biu mi ngi trong cng ty c th nhn thy xu hng khc bit gia nhng n hng nhn c t khch hng vi n t hng nh cung cp. Cng ty ang u trong chui cung ng c phi hng v pha trc chui cung ng l nh cung cp hay hng v pha sau chui cung ng l lin kt vi khch hng? Hy nh mt iu, xu hng khc bit gia cc n hng nhn c t khch hng v n t hng cho nh cung cp l nguyn nhn gy ra s bin ng khi cng ty tham gia vo chui cung ng. Nhiu cng ty khng nhn thc c chi ph ca tc ng Roi da trong chui cung ng. Theo truyn thng, mt khi tc ng Roi da xy ra lm cho nhu cu bin i. Nhiu cng ty lm vic theo cch ring ca mnh, trin khai nng lc tt hn phn ng li bin ng trong nhu cu. Thay v nh vy, cc cng ty mun c hiu qu hn th phi lm vic cng nhau
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 gim s bin ng trong nhu cu, hay l hp tc vi cng ty khc t lm gim c s bin ng ny. 6. H thng thng tin h tr chui cung ng Cng ngh thng tin c th h tr nhng hot ng tc nghip v ng thi cng l s hp tc gia cc cng ty trong chui cung ng. Bng vic s dng h thng mng d liu tc cao v c s d liu, cc cng ty c th chia s d liu qun l ton din chui cung ng. Hiu qu s dng cng ngh ny l mt vn ct yu thnh cng trong cng ty. Ba chc nng cu to nn mt cng ngh cho tt c cc h thng thng tin hot ng l: Thu nhp v giao tip d liu Lu tr v phc hi d liu X l v bo co d liu H thng thng tin to ra nhiu cng ngh bng mt vi s kt hp hot ng ca nhng chc nng trn. Kh nng kt hp c th l ty thuc vo nhu cu cng vic m h thng c lp hot ng. H thng thng tin c thc hin nhm h tr nhiu kha cnh khc nhau trong qun l chui cung ng. 6.1 Thu thp v giao tip d liu Chc nng u tin hnh thnh h thng cng ngh l thu thp v giao tip d liu tc cao. Chng ta xem xt cc lnh vc sau: Kt ni Internet Kt ni bng bng thng rng -Broadband Trao i D Liu in T -EDI Kt ni bng ngn ng m rng -XML

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a) Kt ni Internet Internet l mng giao tip d liu ton cu c th kt hp tt c cc my tnh v cc thit b giao tip li vi nhau. Internet s dng thng qua mt phng thc gi l chun giao thc Internet di chuyn d liu t im ny sang im khc. Khi mt thit b a vo Internet, n c th giao tip vi bt c thit b khc v ng thi kt ni li vi nhau qua Internet bt chp nhng hnh thc d liu khc nhau ang s dng. Trc khi c Internet, cc cng ty phi t kt ni vi cc cng ty khc truyn d liu thng qua cc h thng my tnh khc nhau v tn rt nhiu chi ph. Hin nay, Internet sn sng mi ni v nhiu cng ty khc nhau kt ni h thng my tnh cng nhau qua Internet vi chi ph thp v giao tip n nh. b) Kt ni bng bng thng rng (Broadband) V c bn, bt k mt cng ngh giao tip no yu cu tc truy cp cao (nhanh hn 56Kb v s dng modem kt ni qua in thoi) u c th kt ni c. Cc cng ngh bng thng rng nh cp ng trc, ng truyn k thut s -DSL (Digital Subcriber Line), mng ni b (Ethernet), mng khng dy (Wireless) v v tinh, l cng ngh truyn tn hiu. Cng ngh ny c kh nng lm cho cc cng ty trong chui c th kt ni trao i khi lng ln d liu trong mt thi gian c th vi h thng khc d dng v t tn km hn. Hu ht cng ty t thc hin kt ni ni b bng cng ngh mng LAN (Local Area Network). Nhiu cng ty cng kt ni vi mt hay tt c cng ty khc nhng khu vc khc nhau bng vic s dng cng ngh mng WAN (Wide Area Network) nh T1 (tc 1,5Mbps), T3 (tc 45Mbps) hay Frame Relay.

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c) Trao i D Liu in T EDI (Electronic Data Interchange) EDI l cng ngh c pht trin truyn nhng loi d liu chung gia cc cng ty c th lm vic chung vi nhau. Nhng nm 1980s, nhiu cng ty ln trong lnh vc sn xut t ng, ngnh cng nghip vn ti lp ra EDI u tin. N c xy dng cho cc nghip v vn phng lm vic t ng nh lu tr v nhn n t hng, ha n, thng bo trc k hoch vn ti, trng thi n hng cha thc hin. . . V ngun gc, EDI c xy dng lm vic vi mt khi lng ln d liu thng qua nhng my tnh khng l v s dng mng VAN (Value Added Network) kt ni cc i tng tham gia trong chui. Cng ngh ny tn chi ph kh t. Nhiu cng ty u t vo h thng EDI rt ln v nhn thy EDI c hiu qu rt ln v chi ph do h thng duy tr s lin tc trong giao tip vi i tc kinh doanh. Tp d liu EDI chun xc nh mt lng ln cc giao dch kinh doanh. Cc cng ty c th quyt nh tp d liu no m h s s dng. Hin nay h thng EDI c th hat ng trong bt c loi my tnh no v c th s dng Internet nh km. d) Kt ni bng ngn ng m rng -XML (eXtensible Markup Language) XML l cng ngh v ang pht trin truyn d liu ng gia cc my tnh vi nhau, gia my tnh vi con ngi. Nhng ni no c ng k EDI th trc khi nh ngha tp d liu, c th gi qua li ln nhau. XML th c th m rng c gia cc h thng my tnh vi nhau, s dng giao tip gia ngi vi my tnh. Khng ging nh EDI, XML s dng giao dch d liu cng thm v s ln x l sau khng th c nh

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ngha trc. Ngnh cng nghip ng dng rng ri nht chun XML l cng nghip in t vi dng chun XML RosettaNet (www.rosettanet.org) Theo ngha gn, XML v EDI c th hp nht vo mt h thng lai to p ng nhu cu cn thit ca cng ty trong nhiu chui cung ng khc nhau. i vi nhng cng ty hin ang s dng h thng EDI lm vic tng i n nh, th khng hiu qu v mt chi ph nu nh thay th h thng EDI bng h thng XML. Hin nay phn mm ny c th chuyn i nhanh chng d liu EDI sang d liu XML v sau truyn ngc li sang EDI. Theo ngha rng, khi cc chun XML c quy nh trc v bt u truyn i rng khp th XML bao gm c EDI. Cc chun ny cho php cng ty c th giao tip linh hot v t do hn ging nh ngn ng ca con ngi. Loi giao tip ny hng mng my tnh v con ngi tng tc vi nhng mng my tnh v con ngi khc. Mc ch ca loi giao tip ny lm cho cc chui cung ng hp tc vi nhau trong vic gii quyt vn tc nghip c bn hng ngy. 6.2. Lu tr v phc hi d liu Chc nng tip theo ca h thng thng tin trong thnh phn cng ngh l chc nng lu tr v phc hi d liu. Chc nng ny hat ng ch yu da vo cng ngh c s d liu (CSDL). Mt CSDL c t chc thnh mt nhm d liu c lu tr di hnh thc in t. Loi hnh d liu ph bin nht c s dng gi l c s d liu quan h Relational Database. CSDL ny lu tr mt nhm d liu c lin quan nh cc bng ring bit v cung cp d liu thc hin phc hi d liu bng cch s dng ngn ng chun gi l ngn ng truy vn -SQL (Structured Query Language). Mt CSDL l mt nhm m hnh ca nhiu qu trnh giao dch phc v cho mc ch thu thp v lu tr d liu. M hnh ny c m t
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chi tit di dng d liu thu thp. Thit k CSDL nhm cn bng d liu tng hp cao ti mt cc v d liu cao ti cc khc. Khi c s kin pht sinh trong qu trnh kinh doanh th s c nhiu giao dch gia cc CSDL. D liu trong m hnh CSDL xc nh nhng giao dch no v c ghi nhn vo h s CSDL. V CSDL khng th ghi nhn cc giao dch hoc qu chi tit hoc qu tng hp c cung cp cho m hnh d liu. Cc d liu ny ghi nhn ngay khi chng xy ra v cp nht thi gian thc hay ghi nhn theo l khi xy ra nh k v c gi l cp nht theo l. Mt CSDL cng ng thi cung cp cho ngi s dng nhu cu phc hi d liu khc nhau. Nhng ngi lm cng vic khc nhau s mong mun c nhiu s kt hp t mt CSDL ging nhau. S kt hp ny cn c gi l s quan st Nhng s quan st ny to ra cho nhng ngi cn n thc hin cng vic. V d khi xem xt mt CSDL bao gm nhiu d liu bn hng qu kh cho nhiu loi khch hng khc nhau phn loi nhng khch hng. Khi quan st d liu ny, c th thy c nhng sn phm v s lng khc nhau m mt khch hng mua c trong mt khon thi gian, thy c thng tin chi tit ni khch hng mua hng. Mt s quan st ca nh sn xut vi tt c khch hng mua mt nhm sn phm v nhng thng tin chi tit v mi khch hng . 6.3 X l v bo co d liu H thng thng tin l mt qu trnh x l logic cn thit lu tr v phc hi d liu cho nhng hot ng kinh doanh ca cng ty thng qua mt s loi h thng h tr cho nhng hot ng chui cung ng. Mt s khi nim v h thng thng tin c trnh by bng sau:

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Chc nng Hoch nh ngun lc cho doanh nghip H thng thu mua Hoch nh v iu nng cao H thng hoch nh vn ti Hoch nh nhu cu Qun l mi quan h khch hng Bn hng t ng Qun l chui cung ng H thng qun l tn kho

Thut ng ting Anh Enterprise Resource Planning Procurement Systems Advanced Planning and Scheduling Transportation Planning Systems Demand Planning Customer Relation Management Sales Force Automat Supply Chain Management Inventory Management Systems

Vit tt ERP

APS TPS

CRM SFA SCM

H thng thc hin sn xut H thng iu vn ti H thng qun l nh kho

Manufacturing Excution Systems Transportation Scheduling Systems Warehouse Management Systems

MES TSS WMS

a) Hoch nh ngun lc cho doanh nghip ERP ERP thu thp d liu t nhiu chc nng trong mt cng ty. H thng ERP kim sot nhng n hng, iu sn xut, mua nguyn vt liu th, v tn kho thnh phm. ERP h tr qu trnh ct gim nhng phng ban chc nng khc nhau. V d nh h thng ERP c th quan st qu trnh thc thi ton b

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n t hng, theo di n hng ny t vic cung ng nguyn liu thc hin n hng, sau giao thnh phm n khch hng. H thng ERP l mt phn mm ng dng gm nhiu module nhm gip cc cng ty qun l cc phn quan trng trong vic kinh doanh. H thng ERP c th ci t ring hay kt hp nhiu module khc. Thng thng cc module ny dng cho cc cng vic kinh doanh nh ti chnh, cung ng, sn xut, thc hin n hng, nhn lc v logistic. im quan trng ca module ny l duy nht thc hin v kim sot cc giao dch hng ngy. H thng ERP thng thng cn c kh nng phn tch ti u hiu qu giao dch kinh doanh. b) H thng thu mua H thng thu mua tp trung vo nhng hot ng din ra gia mt cng ty v nhng nh cung cp cho cng ty . Mc ch ca h thng ny l sp xp mt qu trnh thu mua v lm cho n hiu qu hn. V d nh h thng cagalogs, cung cp thay th sn phm m cng ty mua. H thng ny ng thi lu gi mt s lng ln cc thng tin lin quan nh gi, thng tin, qu trnh mua v hot ng nh cung cp. H thng thu mua cho php cng ty so snh gi c v kh nng hot ng ca nhiu nh cung cp khc nhau. y l mt cch xc nh nh cung cp tt nht, t thit lp mi quan h vi nhng nh cung cp , v thng lng mc gi cung cp hp l nht. Cc nghip v hng ngy ny c th pht sinh trong qu trnh mua hng v sau c th hot ng rng ln hn. c) Hoch nh v iu nng cao -APS H thng APS l nhng ng dng c tnh phn tch cao, mc ch l c lng cng sut nh my, tnh sn c ca nguyn liu v nhu cu khch hng. Sau , iu sn xut sn phm nh my sn xut v thi gian sn xut. u vo ca APS da vo mc giao dch d liu v c m rng

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thm. T h thng ny, ERP l h thng x l giao dch mang tnh k tha. Sau , h thng APS s dng k thut lp trnh tuyn tnh v cc thut ton phc tp khc to ra cc k hoch iu tham kho. d) H thng hoch nh vn ti TPS TPS l mt h thng tnh ton s lng nguyn liu nn c vn chuyn l bao nhiu, n nhng a im no, trong thi gian bao lu. H thng ny cho php con ngi c kh nng so snh cc phng thc vn chuyn khc nhau. Sau hnh thnh nn nhng k hoch vn ti hp l. Phn mm ny cung cp cc d liu cn thit cho h thng nh cc ph tnh theo dm, ph nhin liu, thu quan chuyn ch. . . v c bn cho nhng nh cung ng h thng vn ti. e) Lp k hoch nhu cu H thng ny s dng thut ton v k thut c bit gip cng ty d bo nhu cu khch hng. H thng ny ly thng tin d liu bn hng qu kh, cc k hoch chng trnh khuyn mi thc hin v mt s s kin khc nh hng n nhu cu khch hng nh xu hng th trng hay tnh ma v. . . Hoch nh nhu cu s dng d liu to ra m hnh d bo bn hng trong tng lai. Mt im khc i km vi h thng lp k hoch nhu cu l qun l doanh thu. Cc cng ty trong ngnh du lch, hng khng, khch sn. . . cng s dng k thut ny k hoch nhu cu. f) Qun l mi quan h khch hng -CRM v bn hng t ng - SFA H thng loi ny c nhiu hot ng t ng lin quan n phc v khch hng hin ti v tm khch hng mi trong tng lai. CRM theo di nhng khun mu mua hng v tiu s khch hng. D liu khch hng c

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cng ty lu tr v c th truy xut nhanh chng phc v khch hng v nhn vin bn hng khi cn thit. Nhn vin bn hng l ngi s dng d liu thng xuyn p ng tt hn yu cu khch hng. H thng SFA cho php cng ty kt hp cng tc v kim sot tt nhng hot ng ca lc lng bn hng ca cng ty. H thng ny t ng thc hin nhiu cng vic lin quan lp k hoch bn hng, theo di thm ving, chun b ch tiu v trnh by phng thc bn hng hp l. g) Qun l chui cung ng -SCM H thng SCM thch hp vi nhng ng dng khc nhau nh iu , lp k hoch cp cao, lp k hoch vn ti, lp k hoch nhu cu v k hoch tn kho trong chui cung ng tch hp ng b. SCM da vo ERP cung cp d liu h tr cho vic lp k hoch v phn tch. H thng SCM ny c tnh nng phn tch h tr vic ra quyt nh cp chin lc. h) H thng qun l tn kho Nh hc bi 2, nhng hot ng h tr cho h thng cung ng l qun l tn kho nh nhu cu qu kh ca sn phm, kim sot mc tn kho, tnh ton s lng n hng v mc tn kho an ton h tr cho mi sn phm. H thng ny dng tm s cn bng gia chi ph vn chuyn tn kho chi ph s dng ht hng tn kho; v s tn tht doanh thu do tn qu nhiu chi ph trong cng ty. i) H thng thc hin sn xut -MES Trng tm ca h thng ny nhn mnh vo hot ng sn xut din ra trong nh my. Loi h thng ny c tnh phn tch t hn h thng APS. H thng ny lp ra k hoch iu sn xut ngn hn, phn b ngun nguyn vt liu v cc ngun lc khc trong nh my. H thng MES

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tng t nh APS. Tnh nng vn hnh ca h thng tp trung vo ERP v phn mm MES c cung cp bi h thng nh bun v ERP. j) H thng iu vn ti -TSS H thng ny tp trung vo nhng ng dng ca ERP v MES. Trong h thng TSS t c tnh cht phn tch v tp trung nhiu hn vo cc tc nghip hng ngy. Mt cng ty s dng h thng lp k hoch vn ti to ra k hoch giao hng v chuyn ch ngn hn. k) H thng qun l nh kho WMS H thng ny h tr cc hot ng nh kho hng ngy. H thng ny cung cp kh nng lm vic hng ngy trong nh kho mt cch hiu qu. H thng ny lu tr mc tn kho v a im tn tr trong nh kho h tr cho cc hot ng khc nh bc hng, nhn hng v vn ti thc hin nhng n hng cho khch hng. 7. S cn thit ca vic tip cn h thng cng ngh Khi nh gi nhng h thng khc nhau trong vic h tr chui cung ng, iu quan trng cn ch l mc tiu, l do s dng h thng no . Khch hng lun mong mun c c mc gi v dch v tt. Cng ngh chnh l phng tin c mt dch tt phc v cho khch hng cng ty. Trong kinh doanh, cng ngh l quan trng nht v cn m rng. iu lm cho cng ty hay h thng chui cung ng phn phi sn phm/dch v c gi tr n khch hng, to kh nng sinh li cho cng ty. S thnh cng qun l chui cung ng xut pht t qu trnh phn phi vi mc phc v cao nht ti mc chi ph thp nht. Cng ngh rt tn km v c th tng thm nhiu chi ph cho doanh nghip. V vy, tt nht l nn s

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dng cng ngh n gin hn l s dng mt cng ngh phc tp m khng bit s dng to ra s lng ph nghim trng. 8. E-Business v s tch hp chui cung ng S dng cng ngh Internet mang li nhiu c hi cho cng ty m trc cha c khai thc. Cng ty c th kt ni Internet d dng v chi ph kt ni cng tng i t tn km hn. Vi Internet, cc cng ty c th gi v nhn d liu t nhng cng ty khc c giao dch. Nh s chia s d liu ny, nhiu c hi d dng t c vi hiu qu cao, gia tng ng k tnh phn ng nhanh phc v khch hng trong chui. iu ny cng mang li s tch hp tt hn trong chui cung ng. E-business bao gm cc nguyn tc v th tc m cc cng ty thc hin thu c li ch cao hn do qu trnh tch hp tt hn trong chui cung ng. E-business l qu trnh hoch nh v thc hin nhng hot ng trong chui cung ng thng qua s dng Internet. C 4 im chnh tc ng n E-business, to ra s gia tng hp tc ln mnh hn gia nhng thnh vin trong chui cung ng. a) Tch hp thng tin Kh nng chia s thng tin c lin quan gia nhng cng ty trong chui cung ng. iu ny th hin di cc dng d liu nh doanh s qu kh, d bo nhu cu, trng thi tn kho, iu sn xut, cng sut sn xut, khuyn mi bn hng v k hoch vn ti. Loi d liu ny lun sn c, p ng nhanh cho bt k i tng no cn s dng di hnh thc trc tuyn (On-line) c h tr hay mt mng ring (Private Net Work).

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b) ng b trong vic lp k hoch Lin quan n vic cc cng ty trong chui cung ng cng nhau tham gia d bo nhu cu v cung cp b sung hng tn kho. N cng ng thi bao gm s hp tc trong thit k, pht trin v phn phi sn phm mi ra th trng. c) Hp tc trong cng vic y l bc tip theo khi c s ng b trong vic lp k hoch. Hot ng kinh doanh din ra lin tc v c s tc ng ng k n chui cung ng. c im ny cng bao gm hot ng mua hng v thit k sn phm. d) M hnh kinh doanh mi Thng qua Internet, kt qu s tch hp trong chui cung ng c th hin r rng hay khng? iu ny th hin vai tr, trch nhim ca cc cng ty trong vic thit k li m hnh hot ng chui cung ng mi cng ty hon ton tp trung vo nhng hot ng chnh ca mnh. Nhng hot ng khng quan trng khc c th thu ngoi (Outsourcing). C nh th, nhng kh nng v phng php hiu qu mi s tr nn kh thi hn.

Mt s im cn lu khi hc :
Sinh vin khng cn phi hc thuc bi, ch cn nm vng nhng im quan trng nh tc ng Roi da v 5 yu t chnh l nguyn nhn gy ra tc ng ny; chui cung ng phi hp; hoch nh, d bo v cung cp b sung- CPFR; v h thng thng tin h tr chui cung ng.

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Tm lc nhng vn cn ghi nh :
Mt trong nhng tc ng ph bin nht trong chui cung ng l hin tng c tn gi Roi da. Khi c thay i nh v nhu cu sn phm t khch hng, iu ny s chuyn thnh nhng thay i ln hn v nhu cu t cc cng ty trong chui cung ng. Cc cng ty nhng giai on khc nhau trong chui u c ci nhn khc nhau v ton cnh nhu cu th trng, kt qu l s phi hp trong chui cung ng b chia nh. Cng ty thc hin nhiu cch khc nhau do thiu ht sn phm ngn hn v s dn n s thiu ht trong ton chui cung ng. Cng ngh thng tin c th h tr nhng hot ng tc nghip v ng thi cng l s hp tc gia cc cng ty trong chui cung ng. Bng vic s dng h thng mng d liu tc cao v c s d liu, cc cng ty c th chia s d liu qun l ton din chui cung ng. Ba chc nng cu to nn mt cng ngh cho tt c cc h thng thng tin hot ng l: thu nhp v giao tip d liu, lu tr v phc hi d liu, x l v bo co d liu. Cu hi : 6. H thng . . . . theo di nhng khun mu mua hng v tiu s khch hng. D liu khch hng c cng ty lu tr v c th truy xut nhanh chng phc v khch hng v nhn vin bn hng khi cn thit, c gi l: a. ERP b. CRM c. MES d. APS 7. H thng . . . . . nhm tnh ton s lng nguyn liu nn c vn chuyn l bao nhiu, n nhng a im no, trong thi gian bao

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a. POS b. EOQ c. TPS d. CPFR 8. H thng .. h tr cc hot ng nh kho hng ngy nh: lu tr mc tn kho, a im tn tr trong nh kho h tr cho cc hot ng khc nh bc hng, nhn hng v vn ti thc hin nhng n hng cho khch hng. a. WMS b. TSS c. APS d. ERP 9. C . im chnh tc ng n E-business, to ra s hp tc ln mnh hn gia nhng thnh vin trong chui cung ng: a. 3. b. 4. c. 5. d. Tt c cc cu trn u sai.

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BI 5

O LNG HIU QU HOT NG CHUI CUNG NG

Cc bn thn mn! chng ta nghin cu cc hot ng ca chui cung ng. Trong bi ny, chng ta nghin cu v phng php o lng hiu qu ca h thng ny. Chui cung ng l mt h thng thay i lin tc khi cung v cu i vi sn phm thay i. Nhm t c kt qu nh mong mun, cng ty phi kim sot v iu chnh hot ng cung ng hng ngy. Trong bi ny s gii thiu 4 loi kt qu m cc thnh phn tham gia chui cung ng nn o lng v cc ch s nh gi hiu qu c s dng trong mi loi kt qu ny. Bi ny cng a ra mt s k thut dng thu thp, lu tr v trnh by d liu trong qu trnh nh gi hiu qu. Mc tiu ca bi : Sau khi hc xong bi ny sinh vin s: S dng m hnh c lng th trng v chui cung ng. Xc nh phng php o lng hiu qu hot ng chui cung ng ca cng ty. Tho lun nhiu phng php thu thp v trnh by d liu trong qu trnh nh gi chui cung ng. S dng d liu hiu qu thy r cc vn v c hi th trng.

Nhng khi nim c bn trong bi v cch hc:

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 Nhng khi nim c bn : + Th trng ang pht trin th trng mi v sn phm mi, cung v cu u thp, d thay i. + Th trng tng trng - th trng c cu cao hn cung v cung d thay i. + Th trng n nh - th trng c cung v cu u cao, c hai u n nh v c th d bo c. + Th trng trng thnh - th trng c cung vt hn cu v nhu cu khng th d bo c. Cch hc: bi ny sinh vin c ti liu hng dn l c th nm vng c ct li ca bi. Cc mc ni dung trong bi sinh vin c hiu ch khng phi hc thuc lng. Nu sinh vin c c hi tham gia p dng mt s phng php hc tp nh: trao i vi gio vin v bn hc, tho lun vn , tho lun nhm... s thu hoch thm nhng iu m rng hn.

Ni dung chnh
1. M hnh tng quan th trng - chui cung ng Mt chui cung ng tn ti nhm p ng th trng m n phc v. xc nh kt qu ca chui cung ng, cng ty cn nh gi th trng m chui ang phc v bng mt m hnh n gin. M hnh ny cho php phn loi th trng, xc nh nhng yu cu v c hi m tng loi th trng em li cho chui cung ng. M hnh ny a ra nhng hng dn m cuc iu tra v th trng m cng ty ang phc v. Chng ta bt u xc nh th trng thng qua 2 yu t c bn l cung v cu. Trong m hnh xc nh 4 loi th trng c bn. Th trng u tin l th trng m c lng cung v cu i vi sn phm u thp, khng th d bo c. Chng ta gi l th trng ang pht trin. Th trng th hai l th trng m lng cung

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thp v lng cu cao. y l th trng tng trng. Loi th ba l th trng c c lng cung v cu u cao. Trong th trng ny c th d bo v l th trng n nh. Loi th trng th t l th trng m lng cung cao hn lng cu. y l th trng trng thnh. Trong th trng ang pht trin, c lng cung v cu u thp, d thay i. y thng l th trng mi v s xut hin trong tng lai. Th trng ny hnh thnh do xu hng kinh t x hi hay cng ngh tin tin to ra nhu cu mi t mt nhm khch hng v pht trin ln dn. Trong th trng ny, cc thnh phn tham gia chui cung ng kt hp li thu thp thng tin xc nh nhu cu th trng. th trng ny chi ph bn hng cao v lng tn kho thp. Trong th trng tng trng c lng cu cao hn lng cung nn lng cung thng hay thay i. Nu th trng thay i, tng t ngt thi gian ngn th nhu cu tng cao v v cung khng th p ng c. Trong th trng ny cung cp mc phc v khch hng cao thng qua t l hon thnh n hng v giao hng ng hn. Khch hng mun ngun cung ng ng tin cy v s tr thm chi ph cho s tin cy ny. Trong th trng ny, chi ph bn hng thp v tn kho c th cao. Trong th trng n nh, c lng cung v cu u cao, c th d on c. y l th trng c s cn bng kh tt gia lng cung v cu. Cc cng ty nn tp trung vo cc tiu ho hng tn kho v chi ph bn hng m vn duy tr mc phc v khch hng cao. Trong th trng trng thnh, lng cung vt hn nhu cu v c s d tha sn phm. Nhu cu tm n nh hoc gim chm nhng do cnh tranh quyt lit nn lng cu c th thay i. Mc linh hot trong th trng c nh gi qua kh nng p ng nhanh vi nhng thay i v nhu cu sn phm m vn duy tr mc phc v khch hng cao. Khch hng trong
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th trng ny thch s thun tin ca ca hng c th mua loi hng ho vi mc gi thp. Trong th trng ny, tn kho s l cc tiu v chi ph bn hng c phn cao hn chi ph thu ht khch hng trong mt th trng cnh tranh.

Hnh 5.1: Phn loi th trng -chui cung ng. 2. o lng hiu qu th trng Mi loi th trng em li nhiu c hi ring bit cho chui cung ng. pht trin n nh, cc cng ty cn nm bt c hi sn c khc nhau trong th trng. Cng ty s t li nhun cao nht khi nm bt thnh cng c hi th trng. Ngc li, cng ty s tht li khi khng p ng cc c hi . Trong bi 1 chng ta tm hiu hai c tnh m t kt qu ca chui cung ng l s p ng nhanh v tnh hiu qu. Bng trc gic chng ta u bit hai c tnh ny c ngha g v chng ta cn xc nh chnh xc hn c th o lng chng mt cch khch quan hn. Chng ta s s dng 4 loi s o: Mc phc v khch hng Hiu qu ni b Nhu cu linh hot Pht trin sn phm
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2.1. Mc phc v khch hng Mc phc v khch hng o lng kh nng chui cung ng p ng nhng mong i ca khch hng. Da vo loi th trng cng ty ang phc v, khch hng c nhng mong i khc nhau i vi dch v cung ng. Khch hng trong mt s th trng i hi v chi tr cho vic giao hng nhanh vi lng mua nh cng nh mc sn c v sn phm cao. Khch hng trong cc th trng khc s chp nhn ch lu hn mua sn phm v s mua vi s lng ln. Bt k th trng no ang c phc v, chui cung ng phi p ng cc mong i ca khch hng trong th trng . 2.2. Hiu qu ni b Hiu qu ni b lin quan n kh nng hot ng ca chui cung ng to ra mc li nhun thch hp. i vi iu kin th trng khc nhau, dch v khch hng v mc li nhun s khc nhau trong tng loi th trng. Trong th trng pht trin c nhiu ri ro, li nhun bin t (l t s li nhun trn doanh thu) cn phi cao chng minh cho vic u t thi gian v tin bc. Trong th trng trng thnh c thay i hay ri ro th li nhun bin t s thp hn. Nhng th trng ny em li c hi kinh doanh cao v to nn li nhun nhiu hn. 2.3. Nhu cu linh hot Tiu ch ny o lng kh nng p ng nhanh s thay i v nhu cu sn phm. Cng ty hay chui cung ng c th x l nhanh mc gia tng hn v nhu cu hin ti. Nhu cu linh hot thng c yu cu nhiu trong th trng tng trng.

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2.4. Pht trin sn phm Vn ny bao hm c kh nng ca cng ty v chui cung ng tip tc pht trin cng vi th trng. N o lng kh nng pht trin v phn phi sn phm mi mt cch hp l. Kh nng ny rt cn thit phc v cho th trng ang pht trin. 3. Khung o lng hiu qu T th trng, c nhiu yu cu khc nhau t ra cho chui cung ng. iu ny hnh hnh nn mt khung o lng hiu qu bng cch s dng 4 loi s o trn. Khung ny m t kt qu tch hp cn c cc cng ty hay chui cung ng khi phc v 4 loi th trng khc nhau. Khi cng ty xc nh cc th trng m cng ty phc v th sau s xc nh kt qu tch hp cn c trong cc th trng p ng tt nht nhng c hi m th trng em li. Trong th trng ang pht trin i hi chui cung ng vt tri trong pht trin sn phm v dch v khch hng. Th trng tng trng i hi mc phc v khch hng cao c bit th hin thng qua t l hon thnh n hng v giao hng ng hn. Trong th trng n nh i hi hiu qu ni b v phm vi phc v khch hng rng hn. Trong th trng trng thnh i hi c hiu qu ni b v mc phc v khch hng nh trong th trng n nh. Th trng ny cng i hi mc linh hot cao i vi nhu cu sn phm.

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Th trng trng thnh Phc v khch hng Hiu qu bn ni b Linh hot vi nhu cu

Th trng n nh Phc v khch hng Hiu qu bn ni b

Cung ng

Th trng ang pht trin Phc v khch hng Pht trin sn phm mi

Th trng tng trng Phc v khch hng

Nhu cu

Cc loi th trng & kt qu tch hp

Hnh 5.2: Cc loi th trng v kt qu tch hp. Cc cng ty hay cc chui cung ng c th c li nhun cao khi em li kt qu th trng yu cu. Cc t chc ny c li nhun cao nht v c th p ng hiu qu nht cc c hi th trng em li. Cc cng ty nn thu thp, theo di mt vi o lng kt qu qua 4 lnh vc ny. iu ny s cung cp cho cng ty nhiu thng tin gi tr v vic cng ty p ng th trng. H thng o lng kt qu c th p dng i vi cc cng ty ring l v cho ton b chui cung ng. Vic o lng cho ton b chui cung ng s kh khn hn v cc cng ty khng sn lng chia s d liu. M d liu ny c th c i th, khch hng v nh cung cp s dng chng li chnh h. Trc o lng cho ton b chui, cn xy dng lng tin v ng c thc hin. D sao khi thc hin, h thng o lng s gip hng dn cch thc hot ng cho ton b chui cung ng v em li li ch cho tt c cc i tng tham gia trong chui.

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Hnh 5.3: Bn loi s o hiu qu th trng 3.1. H thng o lng dch v khch hng Dch v khch hng lin quan n kh nng tham gia d bo, nm bt v p ng nhu cu cc sn phm theo c nhn v giao hng ng hn. Bt k cng ty no mun tn ti u phi phc v khch hng tt nht. Bt k chui cung ng no mun tn ti u phi phc v th trng m n tham gia. Vic o lng ny cho bit cng ty bit c mc phc v khch hng v chui cung ng p ng th trng tt nh th no. C hai b h

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thng o lng dch v khch hng ca cng ty hay chui cung ng l thit lp tn kho - BST (Build to Stock) v BTO (Build to Order). n v o lng ph bin trong BTS l: T l hon thnh n hng T l giao hng ng hn Gi tr tng cc n hng b tr li v s n hng tr li Tn sut v thi gian cc n hng b tr li T l hng b tr li n v o lng ph bin trong BTO l: Thi gian p ng yu cu khch hng T l hon thnh ng hn Gi tr v s lng n hng b tr Tn sut v thi gian n hng b tr S lng hng b tr li v sa cha a) Thit lp tn kho - BTS BTS l ni m cc sn phm ph bin cung cp n khch hng hay th trng rng ln. Cc sn phm ny nh vn phng phm, dng c dn dp, vt liu xy dng, Khch hng mong mun nhn c sn phm bt c khi no h cn. Chui cung ng cho dng sn phm ny p ng nhu cu bng cch tn tr hng ha trong kho lun c sn bn. Trong mi trng BTS, khch hng mun n hng phi c thc hin ngay tc th. Nu n t hng c s lng ln v nhiu chng loi th chi ph cung ng rt t. Nu cng ty tn tr tt c cc mt hng th cn nhiu vn nn h c k hoch d phng giao hng cc sn phm khng c trong kho hay thay th bng mt hng cht lng cao khng sn c. T l

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hon thnh n hng cho bit phn trm tng s n hng c thc hin lp tc ngay ti kho. b) Thit lp theo n hng - BTO (Build to order) BTO l ni sn phm c cung ng theo yu cu ca khch hng. y l trng hp mt sn phm c to ra da trn n hng c th nhm p ng yu cu ring bit ca khch hng. V d nh trng hp Dell Computer lp rp my tnh c nhn ph hp vi n hng c nhn v cc yu cu k thut ca khch hng, . . Trong mi trng BTO, iu quan trng l theo di thi gian p ng yu cu khch hng v t l hon thnh ng hn. Nu cng ty thng bo thi gian p ng yu cu khch hng lu hn th t l hon thnh ng hn t c d dng hn. Vn y l khch hng chp nhn thi gian p ng ngn hay l di hn. Thi gian p ng t ra cn phi ph hp vi chin lc cnh tranh v nhng nhim v quan trng ca cng ty. 3.2. H thng o lng hiu qu ni b Hiu qu ni b l kh nng ca cng ty hay chui cung ng s dng ti sn to ra li nhun ngay khi c th. Ti sn bao gm nhng th g c gi tr hu hnh nh l nh my, thit b, tn kho v tin mt. Mt s thc o hiu qu ni b ph bin l: Gi tr tn kho Vng quay tn kho T sut li nhun trn doanh thu Vng quay tin mt

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a) Gi tr hng tn kho Thc o ny o lng c thi im v thi gian trung bnh. Ti sn chnh lin quan n chui cung ng l hng tn kho c tr trong sut chiu di ca chui. Cc chui cung ng hay cng ty lun tm nhiu cch gim lng tn kho m vn p ng dch v khch hng mc cao. iu ny c ngha l c gng cn i lng hng tn sn c (mc cung) vi vic bn hng (mc cu) v khng c hng tn kho vt qu. Trong th trng tng trng, cng ty s hng tn kho cao hn mc bn ra v gi tr hng tn kho s tng. Tuy nhin, vi th trng pht trin v trng thnh th tt nht trnh tn kho d tha. b) Vng quay tn kho Phng php ny o lng ch li hng tn kho bng cch theo di tc hng bn ra trong thi gian mt nm. T l vng quay tn kho cng cao th cng tt mc d vng quay thp hn th p ng c yu cu dch v khch hng v nhu cu linh hot hn.

c) T sut li nhun trn doanh thu ROS (Rerurn on Sales) ROS l mt h o lng r nt v hot ng ang c vn hnh. ROS o lng vic qun l chi ph c nh, chi ph bin i v li nhun rng theo mc doanh thu:

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Ch s ROS cng cao th cng tt. Cng ty c th gim ch s ny thng qua vic gim s n hng tranh ginh hay cng c th phn hoc phi gnh chu chi ph cn thit t c nhng mc tiu kinh doanh khc. d) Vng quay tin mt y l thi gian t khi mt cng ty chi tr tin nguyn vt liu cho nh cung cp cho n khi cng ty nhn tin t khch hng ca mnh. Thi gian ny c th c c tnh theo cng thc sau:

Chu k ny cng ngn cng tt. Mt cng ty c th ci thin khon phi tr v khon phi thu d hn l mc tn kho. Khon phi thu c th ln do thanh ton tr. Nguyn nhn tr c th l do li ho n hay bn sn phm cho khch c ri ro v ti chnh. Nhng vn ny cng ty c th qun l tt hn l i vi hng tn kho. 3.3. H thng o lng nhu cu linh hot Nhu cu linh hot m t kh nng cng ty p ng yu cu mi v s lng, chng loi sn phm vi kh nng thc hin nhanh chng. Mt cng ty hay chui cung ng cn c kh nng trong lnh vc ny phn ng vi tnh d thay i ca th trng. Mt s thc o v nhu cu linh hot: Thi gian chu k hot ng Mc gia tng tnh linh hot Mc linh hot bn ngoi

a) Thi gian chu k hot ng

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Tiu ch ny o lng khong thi gian thc hin hot ng chui cung ng nh thi gian hon thnh n hng, thit k sn phm, dy chuyn sn xut hay bt c hot ng no h tr cho chui cung ng. Thi gian ny c th c o lng trong phm vi mt cng ty ring l c th nhanh nhng cng ty ch c th hon thnh n hng t cng ty khc ch trong chui cung ng. iu quan trng l chu k hon thnh n hng cho khch hng cui cng m ton b chui cung ng phc v. b) Mc gia tng tnh linh hot l kh nng ca cng ty hay chui cung ng p ng nhanh chng khi lng n hng tng thm. Khi lng n hng cho mt sn phm thng thng c th l 100 n v mi tun. Mt n hng ln hn 25% trong mt tun c th thc hin hay nhu cu tng thm s b t chi do khng c sn hng trong kho. Mc linh hot gia tng c th c o lng nh l mc phn trm gia tng vt hn nhu cu mong i i vi mt sn phm c xem xt. c) Mc linh hot bn ngoi y l kh nng cung cp nhanh chng cho khch hng nhng sn phm thm vo m sn phm ny khng thuc nhm sn phm thng c cung cp. Trong th trng trng thnh, nhng sn phm trc y c xem l ngoi phm vi cho hng ca cng ty th c th thch hp cho hng. Rt nguy him khi c gng cung cp cho khch hng nhng sn phm mi khng lin quan v c t im chung vi sn phm hin c. Tuy nhin, khi m s linh hot bn ngoi c qun l ti gii, th y l c hi tm c khch hng mi v bn nhiu hn cho khch hng hin ti. 3.4. H thng o lng pht trin sn phm

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H thng ny o lng kh nng ca cng ty hay chui cung ng v thit k, sn xut v phn phi sn phm mi phc v th trng. Vi s pht trin ca kinh t, x hi v cng ngh l nguyn nhn lm cho th trng thay i theo thi gian. o lng loi kt qu ny thng b b st. Mt chui cung ng phi gi tc pht trin cng vi th trng m n phc v nu khng s b thay th. Kh nng gi vng tc pht trin vi th trng c th c o lng qua: % tng sn phm bn ra c gii thiu trc % tng doanh s sn phm bn ra c gii thiu trc Tng thi gian pht trin v phn phi sn phm mi 4. Cc hot ng thc hin hiu qu chui cung ng mt t chc p ng yu cu ca th trng ang phc v th cn lu n o lng v ci thin kh nng ca mnh trong 4 lnh vc hot ng ca chui cung ng: + Lp k hoch (Plan) + Cung ng (Source) + Sn xut (Make) + Phn phi (Delivery) Hiu qu thc hin cc hot ng ny th hin qua cc vn nh t l hon thnh n hng, giao hng ng hn, vng quay tn kho, v vng quay tin mt. Cc hot ng ny lin quan trc tip n hiu qu nh qun l tn kho s nh hng trc tip n t l hon thnh n hng, vng quay tn kho; hot ng thu mua tc ng trc tip n ROS ca cng ty. Cng ty cn thu thp d liu v cc hot ng ca mnh trong 4 lnh vc ny ng thi gam st hiu qu t c. M hnh SCOR xut nn thu thp

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nhng d liu hot ng. D liu ny c xem nh l h thng o lng hiu qu cp hai. Hot ng Lp k hoch Thc o hu ch - chi ph hot ng hoch nh - chi ph hot ng tn kho - ngy tn kho hin c - mc chnh xc ca d bo Cung ng chi ph thu mua chu k mua ngy cung ng nguyn vt liu Sn xut s khuyt tt/phn nn v sn phm chu k sn xut t l t c n hng cht lng sn phm Phn phi t l hon thnh n hng chi ph qun l n hng thi gian x l n hng t l n hng b tr li. Nhng d liu ny nn thu thp thng xuyn v d on cc xu hng. Khi mc tiu thc hin bt u b chch th nn iu tra cc hot ng to nn vn ny. M hnh SCOR cho rng d liu cn thu thp v phn tch

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chi tit hn trong tng lnh vc hot ng ca chui cung ng. M hnh chi tit ny c xem l h thng o lng hiu qu cp ba. H thng o lng ny s dng phn tch phc tp v cu hnh chui cung ng cng nh cch thc thc hin c th: Hot ng Tiu ch o lng Mc phc tp: - o lng tng s v phn trm thay i n hng - s lng tn tr trong kho - sn lng sn xut - chi ph vn chuyn hng tn kho. Lp k hoch o lng cu hnh chui cung ng: - s lng knh - s lng sn phm cc knh - s lng a im cung ng. o lng thc hin qun l trong hot ng hoch nh: - chu k hoch nh - mc chnh xc d bo - hng tn hin c. Cung ng o lng phc tp v cu hnh chui: - s lng nh cung ng - phn trm chi tiu mua theo b phn - mua nguyn vt liu theo a l

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- thi gian thanh ton, . . Sn xut o lng phc tp v cu hnh nh - s lng SKU - mc gia tng tnh linh hot trong sn xut - vn x l sn xut theo khu vc a l, . . . o lng hot ng thc hin gi tr tng thm % BTO, % BTS, % n hng sn xut thay i lin quan n cc vn ni b v hng tn kho u k. Phn phi o lng phc tp - s lng n hng cc knh - s lng dng sn phm - s lng gi hng qua knh - phn trm sn phm b tr. o lng cu hnh chui -phn phi dn a im theo khu vc a l -s lng knh phn phi. o lng hot ng thc hin -thi gian phn phi, -phn trm ha n c cha li -phng php nhp n hng.

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Hnh 5.4: Cc hot ng thc hin hiu qu chui cung ng. 5. Thu thp v trnh by d liu trong hot ng cung ng V phng din lch s, cc cng ty da vo cc quyt nh qun l ca mnh theo nh k. Cc bo co thng thng cho thy nhng g xy ra trong sut cc giai on trong qu kh. Trong mi trng kinh doanh thay i chm v n nh, vn ny cho kt qu tt. Tuy nhin, khng c nhiu cng ty lm vic trong mi trng thay i chm v n nh nh vy na. Chng ta ang sng trong mi trng kinh doanh c chu k sn phm ngn hn; th trng i tr phn tn thnh nhiu th trng nh hn; cng ngh mi v knh phn phi lin tc m ra. . . Tc thay i to ra c nhng c hi ln thch thc. gi vng mc pht trin n nh th cng ty cn xy dng h thng d liu 3 cp chi tit sau:

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i) Cp chin lc: gip qun l cp cao quyt nh lm g? ii) Cp chin thut: gip qun l cp trung quyt nh lm nh th no? iii) Cp thc hin: gip nhn vin lm vic thc t hn

Hnh 5.5: Ch s o lng hiu qu chui cung ng theo m hnh 5.1. Ba cp chi tit ca h thng d liu Trong qun l chui cung ng, d liu chin lc bao gm cc d liu thc t nh k hoch v s liu qu kh cho bit v tr ca cng ty trong 4 loi thc hin: dch v khch hng, hiu qu ni b, nhu cu linh hot v pht trin sn phm. Theo m hnh SCOR, d liu ny c xem l d liu cp 1. D liu ny c cc phng ban trong cng ty tng kt v bo co. D liu chin lc cng bao gm cc d liu t cc cng ty bn ngoi nh kch c th trng, t l tng trng, nhn khu hc, v cc ch s kinh t nh GNP, t l lm pht, li sut. Ngoi ra cng c d liu chun t cc hip hi thng mi cng nghip v cc vin nghin cu v tiu chun hot ng v mc thc hin ti chnh. Nhng th s lm tiu chun cho cng ty trong th trng ang phc v.

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D liu chin thut bao gm d liu thc t, k hoch v s liu qu kh trong 4 loi thc hin mc chi tit. Trong m hnh SCOR, d liu ny c xem l h thng o lng hiu qu cp hai. H thng o lng ny iu chnh cc hot ng lp k hoch, ngun lc, thc hin v phn phi m mi cng ty trong chui cung ng phi thc hin. Trong m hnh SCOR, d liu thc hin thuc h thng o lng hiu qu cp ba. Vic o lng ny gip nhng ai c giao thc hin cng vic s hiu nhng g ang xy ra v tm cch ci thin nhng ni cn thit p ng mc tiu thc hin c thit lp. Chng ta b trn ngp trong d liu. iu quan trng l cch trnh by chng mt cch hu ch. Nu con ngi b sa ly trong d liu th khng th s dng chng. Bng cch t chc d liu 3 cp ny, con ngi c th truy xut nhanh chng nhng g cn thit lm vic. Qun l cp cao s dng d liu cp chin lc nh gi iu kin th trng v thit lp cc mc tiu trong kinh doanh. Khi cn thit, chng ta c th truy xut ly d liu cp chin thut v cp hot ng. Qun l cp trung s dng d liu chin thut lp k hoch v phn b ngun lc nhm t c cc mc tiu thc hin c a ra t qun l cp cao. Cc nh qun l cp c s v nhn vin s dng d liu thc hin gii quyt vn v t c nhng iu cp trn yu cu.

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Hnh 5.6: Quan im d liu khc nhau cho nhng i tng khc nhau

5.2. Kho d liu thu thp d liu i hi phi to ra kho d liu. Kho d liu l kho trung tm c ly t h thng hot ng v h thng k ton trong cng ty. iu quan trng l thu thp thng tin cn thit cc ngun d liu gc. Cn thit lp h thng thch hp trong cng ty v ly c d liu cn thit mt cch t ng xem nh l cc hot ng hng ngy. Cn trnh thc hin vic nhp th cng ly d liu trong kho trung tm.

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Kho d liu c to ra t nhng gi phn mm c s d liu v kt ni t ng vi cc h thng cn c khc thu thp d liu thch hp theo lch trnh u n v ng lc. Kt ni vi phn mm c s d liu l phn mm cho php to ra bo co nh chun trc, v to ra cch trnh by sinh ng con ngi c th s dng, iu chnh cc hot ng cn thit. Phn mm cng cho php thc hin truy vn d liu t kho d liu nghin cu chi tit hn khi h cn. Khi thit k xy dng kho d liu th tt nht l bt u vi nhng g n gin, c quy m nh. Theo cch ny, con ngi c nhiu kinh nghim hn s dng d liu trong cng vic. Khi h thu c nhiu kinh nghim v c th m t r rng cc c tnh thm vo m h thch th kho d liu cng ln th cng phc tp khi xy dng. Thnh phn quan trng nht trong bt c h thng kho d liu no khng phi l cng ngh hay d liu m chnh l ngi s dng h thng v kh nng h s dng h thng hiu qu, hiu r d liu v th hin hiu qu hn trong cng vic. Trong bi 6 s tho lun chi tit hn v cch thit k v xy dng cc loi h thng ny. Hn na, h tr cng ty thc hin qun l hiu qu hn, kho d liu c thit lp kt hp vi cc cng ty khc trong chui cung ng. Bt c thng tin g c chia s gia cc cng ty trong chui th cng sn sng chia s cho cc cng ty khc bng in t. Vn ny thng ghi di dng bo co v c th sa cha li theo yu cu ca cng ty khc. Cc cng ty c th truy xut kho d liu ca mt cng ty khc qua Internet v s dng phn mm d liu ging nhau nh cng ty s dng. 5.3. Xc nh r vn v tm c hi th trng Da vo loi th trng cng ty phc v, nh qun l cp cao cn xc nh mc tiu thc hin ch cht trong lnh vc phc v khch hng, hiu qu ni b, nhu cu linh hot v pht trin sn phm. Sau nhim v ny
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chuyn thnh hot ng nhm t c mc tiu ra. Vn thu thp d liu l nhm h tr vic iu chnh v iu khin cc hot ng hng ngy, hng tun v hng thng. Nhng ngi trong cng ty cn truy xut d liu trnh by trong mt trang v hot ng hay ti chnh o lng trch nhim ca h. D liu ny th hin cho h thy vn g l quan trng nht. D liu trnh by cho nh qun l cp cao khc bit so vi d liu cho nh qun l cp trung v c s. D liu trnh by cho nhn vin phng ban ny th khc bit so vi d liu cho nhn vin phng ban kia. Qun l cp cao thit lp mc tiu thc hin cho cng ty v h cn truy xut bo co i chiu qu trnh thc thi hin ti vi mc tiu ra. Nu mi th tin trin tt v kt qu p ng mong i th sau khng cn quan tm nhiu. Nhng nu kt qu tht bi vi mt hay nhiu mc tiu th cc nh qun l cp cao phi ra li i ng n nhm t c mc tiu ra. Cc nh qun l cp trung chu trch nhim qun l hot ng t c mt hay nhiu mc tiu thc hin ca cng ty. D liu gip cho h thy k hoch v theo ui mc tiu thc hin. Mt khi c vn trong lnh vc c bit no th nh qun l c th khai thc thng tin chi tit hn ngay trong lnh vc . Nhn vin trong cc phng khc nhau cn theo di v gii thch cc hot ng kinh doanh c th m h chu trch nhim nh vic mua hng, tn dng, qun l tn kho nn d liu tht s quan trng. Rt t cng ty lm vic trong mi trng thay i chm v n nh nn hc s dng d liu hiu qu l rt cn thit ra cc quyt nh hnh ng ng lc. Nu cng ty cng nhanh pht hin ra vn v sa cha hay

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cng nhanh pht hin ra c hi v nm bt n th cng ty cng to ra nhiu li nhun trong di hn. Nhng cng ty thy c s thay i ca th trng v sau iu chnh theo th trng th cng ty ny s ng vng trong kinh doanh. Nhng cng ty khng quan tm n vn ny hoc khng bit th trng thay i nh th no th cc cng ty ny s lm vo tnh trng kh khn trong tng lai. 5.4. Th trng di chuyn t loi ny sang loi khc Th trng thay i t loi ny sang loi khc trong sut chu k sng ca n. Theo thi gian, sc mnh th trng lun y th trng n trng thi cn bng tc ngun cung p ng nhu cu. ng thi sc mnh khc cng tc ng n th trng. Do n tc ng tr li v dao ng xung quanh im cn bng. i lc th nhu cu b xa ngun cung v lc khc th ngun cung ln hn nhu cu. duy tr tnh cnh tranh, cc cng ty trong chui cung ng phi iu chnh hot ng theo thi gian v th trng di chuyn t dng ny sang dng khc. V d nh trong th trng tng trng, chui cung ng thc hin tt nht l chui c mc phc v khch hng cao nht nh t l hon thnh n hng v giao hng ng hn. thnh cng, tt c cc cng ty trong chui cung ng phi tp trung vo qu trnh thc hin ny. Khi th trng tng trng di chuyn sang th trng n nh, cng ty c li nhun cao nht l nhng cng ty c th duy tr mc phc v khch hng cao v phi m rng phm vi phc v khch hng. Hn na, nhng cng ty ny cng t c mc hiu qu ni b tt nht. Khi th trng n nh tr thnh th trng trng thnh, cc chui cung ng phc v th trng phi li ci tin vic thc hin sang loi khc. Th trng trng thnh i hi cng ty pht trin kh nng cn thit

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cung cp mc cao v nhu cu linh hot. th trng trng thnh, th trng mi ang pht trin c th xut hin kh nng to sn phm mi v phn phi chng n th trng l yu t quyt nh. Trong th trng n nh, cng ty c th t c hiu qu ni b v dch v khch hng. Cng ty cn nh rng th trng s thay i v khi cn c thm k nng khc tng mc nhu cu linh hot v khi th trng chuyn sang th trng trng thnh. Thm ch cn, cng ty c th ph v vic nhn mnh vo chnh sch hiu qu ni b m nhn mnh vo thc hin pht trin sn phm. Vn chnh y l cng ty cn bit khi no cn thay i v nhn mnh vo yu t no t hn hp thc hin ny sang hn hp thc hin khc.

MATURE

Th trng X

TRNG THANH

STEADY

ON NH

C U N G

DEVELOPING

GROWTH

CU

Mt th trng (gi l th trng X) i theo mt chu k. N pht trin v sau tr thnh th trng Growth, ri n Steady v sau l Mature v c th tip tc. Theo thi gian, sc mnh cung v cu y th trng n

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trng thi n nh, ni m cung - cu bng nhau. Khi c mt sc mnh khc ph v s cn bng ny. Cc chui cung ng cung cp cho th trng X c th cn mt loi k hoch v sau l cung cp loi khc khi th trng thay i theo chu k. Cc cng ty cung ng thnh cng nht trong th trng ny l nhng cng ty c th p ng loi k hoch thch hp cho th trng khi n thay i. 5.5. Chia s d liu dc theo chui cung ng Th trng hay thay i t dng ny sang dang khc nn cn yu cu cao i vi cc chui cung ng phc v cc th trng . Chnh hot ng ca chui cung ng y th trng chuyn t dng ny sang dng khc. Trng hp ny c th minh ha qua tr chi m phng Beer-Game. Vic m phng ny cho thy cch thay i v nhu cu khch hng cui cng hay th trng c th gy ra d bo nhu cu sn phm leo thang. Tc ng Roi da dn n sn xut s lng ln, hng tn kho rt cao so vi nhu cu thc ca th trng. iu ny y th trng t loi n nh sang loi trng thnh. Khi mc tn kho d tha c s dng ht th dn dn n tr v th trng n nh. gii quyt tc ng Roi da th cch tt nht l chia s d liu gia cc cng ty trong chui cung ng. Cc cng ty cn quan tm nhau v vic chia s d liu. Nhiu cng ty li xem d liu l iu b mt. Cu hi quan trng t ra l: d liu no cn thit chia s? B mt ca d liu quan trng c bo v nh th no? Li ch ca vic chia s d liu l g? v Cng ty c th chia s bao nhiu d liu? Nu mi cng ty c nhu cu thng tin t nhng cng ty khc trong chui cung ng, th thng tin s h tr cho mi ngi quyt nh v nng sut sn xut v mc lu tr hng tn kho. Cc cng ty cn xem xt nhu cu

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thng tin t khch hng trc tip v cng t khch hng cui cng. Hin ti cc cng ty c nhiu kh nng chia s thng tin vi nhau. Tht s c rt nhiu quyt nh thc hin iu ny. Tuy nhin, cc cng ty rt t c kh nng chia s cc quyt nh hay cc ch s nh gi hiu qu v h e rng nu thng tin ny b tit l th n c th ri vo tay i th cnh tranh v c s dng chng li chnh h. Th nhng nhu cu chia s thng tin li tip tc gia tng v i hi ngy cng nhiu t chui cung ng. Cc cng ty m c th lm vic vi nhau to ra cc chui cung ng hiu qu th s l nhng cng ty lm vic tt nht trong di hn. Cc cng ty c th quyt nh cch chia s d liu mt cch hiu qu th s l nhng cng ty to ra cc chui cung ng c kh nng cnh tranh nht.

Mt s im cn lu khi hc :
Sinh vin khng cn phi hc thuc bi, ch cn nm vng nhng im quan trng nh m hnh tng quan th trng - chui cung ng; 4 loi s o hiu qu th trng nh mc phc v khch hng, hiu qu ni b, nhu cu linh hot v pht trin sn phm; cc hot ng thc hin hiu qu chui cung ng nh lp k hoch, phn phi, sn xut v phn phi. . .

Tm lc nhng vn cn ghi nh :
Mt m hnh tng quan th trng - chui cung ng c th c xy dng bng cch s dng cc thnh phn c bn ca cung v cu. S dng hai thnh phn ny to nn m hnh gm 4 loi th trng. Cc th trng trong mi loi ny c hn hp yu cu thc hin t ra cho cc chui cung ng. Th trng ang pht trin i hi thc hin dch v khch hng v pht trin sn phm. Th trng tng trng i hi phc v khch hng l trn ht. Th trng n nh i hi dch v khch hng v hiu qu ni b. Th trng trng thnh yu cu dch v khch hng, hiu
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qu ni b v nhu cu linh hot. Hiu qu dch v khch hng c o lng bi h thng nh t l hon thnh n hng v giao hng ng hn. Hiu qu ni b lin quan n kh nng ca cng ty hay chui cung ng trong vic s dng ti sn to ra li nhun. o lng hiu qu ni b ph bin l h thng o lng gi tr tn kho, vng quay tn kho v t s li nhun trn doanh thu. Nhu cu linh hot m t kh nng ca cng ty hay chui cung ng p ng nhanh nhu cu t xut ca th trng nh s lng sn phm gia tng. . . Pht trin sn phm mi o lng thng qua kh nng ca t chc thit k, sn xut v phn phi sn phm mi n th trng.

Cu hi :
Hy nu nhng im chnh ca m hnh tng quan th trng chui cung ng. ng thi ca chui cung ng khi th trng chuyn t loi ny sang loi khc.

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BI 6

XY DNG H THNG CHUI CUNG NG

Cc bn thn mn! trong bi ny chng ta s tm hiu quy trnh thit k h thng chi tit v xy dng h thng chui cung ng hon thin. T chin lc ca cng ty xc nh mc tiu cn t c trong th trng ang hot ng, bc tip theo l pht trin h thng cn thit c th thc hin c cc chin lc ny. Nhu cu ci tin h thng hin c v xy dng h thng mi lun l vn t ra. Mc tiu ca bi : Sau khi hc xong bi ny sinh vin s : Hiu c nguyn l t chc, thc hin mt d n thit k v xy dng h thng chui cung ng mi. Bit c mt s k thut hu ch xc nh quy trnh trong chui cung ng v sp xp d liu va xc nh c. Bit c cch thc cu thnh mt thit k h thng c bn v thit lp tiu chun k thut chi tit ca h thng. Bit c phng php lp k hoch hot ng v ngn sch chnh xc cho d n da trn nhng tiu chun k thut chi tit ca h thng. nh gi quy trnh thc hin d n v xc nh nhng vn pht sinh.

Nhng khi nim c bn trong bi v cch hc:

Nhng khi nim c bn : Qun l d n. Sinh vin c th tham kho trong ti liu ca Trng i hc M Bn cng Tp. H Ch Minh. Lp k hoch hot ng v ngn sch. Phn ny trnh by trong

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ti liu Son tho v thit lp d n. Cch hc: bi ny sinh vin c ti liu hng dn l c th nm vng c tinh thn ct li ca bi. Cc mc ni dung trong bi sinh vin c hiu ch khng phi hc thuc lng. Nu sinh vin c c hi tham gia p dng mt s phng php hc tp nh: trao i vi gio vin v bn hc, tho lun vn , tho lun nhm... s thu hoch thm nhng iu m rng hn.

Ni dung chnh
1.T chc d n pht trin h thng Ni dung bi ny s trnh by quy trnh t chc d n pht trin h thng cung ng. Cn mt khong thi gian v ngn sch thc hin tng bc c th. T chc v iu hnh d n nhm m bo rng nhng cng vic cn thc hin trong tng bc s c hon thnh trong khong thi gian v chi ph cho php. Chng ta nn s dng 6 nguyn tc iu hnh d n. Nu c 6 nguyn tc ny c p dng trit th xc sut thnh cng ca d n rt cao. Nu c bt k nguyn tc no b b qun, cn c nhng phng n d phng gim thiu ri ro. Nu c hai hay nhiu hn cc nguyn tc b vi phm th hu nh d n s tht bi.
i) Mi d n cn c mt ngi lnh o -nh qun l d n ton thi

gian, chu trch nhim chung ton d n. Cn phi c mt ngi chu trch nhim i vi s thnh cng ca d n v m bo tt c cc cng vic u c thc hin. Ngi ny phi c quyn ra quyt nh v thc thi nhng quyt nh . Nu c s gim st

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ca ban qun l hay ban lnh o m nh qun l d n bo co kt qu th rt tt. Nhng ban lnh o ny li khng th ra quyt nh ti thi im cn thit. Nu khng c ai gi vai tr ny th qu trnh thc hin v chi ph thc hin d n s phn nh vn c th . D n s kt thc mun hoc c th khng hon thnh, cn chi ph s rt cao.
ii) Nn xc nh mc tiu c th lng ha v khng chng cho ln

nhau. iu ny cn thit c th hon thnh mc ch hay s mng ca d n. Nht thit phi xc nh mc tiu ca d n mt cch c th nhng ngi c giao trch nhim bit chng ta k vng iu g h. Cng cn m bo nhng mc tiu khng chng cho ln nhau v iu s gy ra s mt kim sot v mu thun gia cc nhm tham gia khi c giao trch nhim hon thnh cc mc tiu chng cho ny. Phi m bo mi mc tiu u thc s cn thit t c mc ch ca d n. ng c gng t c mt mc tiu no ch v n l mt tng hay. Cui cng, phi m bo c rng sau khi tng mc tiu hon thnh th cng t c mc ch hay s mng ca d n. Cc mc tiu cn phi gm c tt c nhng vn cn thc hin trong d n.
iii) Giao cc mc tiu ca d n cho cc nhm t 2-7 ngi trong c

trng nhm c k nng v k thut cn thit. Mt nhm d n t 2 n 7 ngi di s qun l ca trng d n hon thnh nhng mc tiu c giao. Mt nhm d n l mt tp hp nhng ngi c k nng, kinh nghim kinh doanh v k thut cn thit, c th t t chc tt c cc thnh vin pht huy ht im mnh, khng im yu nh hng n kt qu ca nhm.

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Mi thnh vin trong nhm cn tp trung vo tng lnh vc ca thit k v xy dng h thng m h lm tt nht v thch nht. Trong hu ht cc nhm, khng ai b buc phi lm nhng g h khng thch hay nhng g h lm khng tt. Trong mt nhm, t nn dng khi thc hin cc hot ng l chng ta, khng phi l ti. Ton nhm s cng c thng cho s thnh cng ca d n v cng chu trch nhim v nhng sai lm gy ra. Cn c s u i i vi nhng thnh vin xut sc hoc nhng ngi chu trch nhim v tinh thn lm vic v biu hin ca nhm.
iv) Thng tin cho cc nhm bit phi lm g, khng phi l lm nh th no.

nh hng cho nhm d n bng cch cho h bit mc ch d n xc nh l g, ch r mc tiu phi t c l g. Cc mc tiu xc nh nhng g h phi lm thnh cng. Nhm d n s phi t xc nh quy trnh lp k hoch t c nhng mc tiu giao cho h. Nhm d n c th thay i hay b sung thm cc mc tiu c giao khi ngi qun l d n ng rng nhng mc tiu cng cn thit hon thnh trong d n.
v) Phn chia cng vic ca d n thnh nhng cng tc trong mi tun

hoc t hn. Xc nh nhng gi tr kinh doanh t c mi 30 n 90 ngy lm vic. Khuyn khch nhm d n t chc, lp k hoch thc hin d n cng tc ca mi ngi c thc hin trong mt tun hay t hn. Mi cng tc phi c phn cng c th, xc nh c th thi im bt u, thi gian chm tr cho php v thi im hon thnh. ng xc nh theo phn trm hon thnh v khi nim ny l mt khi nim m h, khng r rng. Vn cn quan tm l cng vic c phn chia c thc hin cha, v nu cha th khi no n mi c thc hin. Ngi qun l d n phi c kh nng xc nh quy trnh mc chi tit theo tng cp cng tc

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hiu c iu g ang din ra, m bo thi gian v chi ph chnh xc trong tng mc tiu ca d n. Nhng cng tc ko di nhiu tun thng gy kh khn cho vic o lng v y chnh l nhng cng tc c th gy ra s vt mc chi ph cho php v s mt kim sot. Nhng cng tc ko di nhiu tun c bo co theo phng php phn trm hon thnh thng c v to ra mt quy trnh tt. Tuy nhin, n tun cui cng chng ta mi bt ng pht hin ra l chng cha th xem l hon thnh v cn thm vi tun na hon thnh n. trnh tnh trng ny, cn phn nh cng tc ln thnh nhiu cng tc th cp ch cn mt hoc t hn mt tun hon thnh. Nhng cng tc ny nn kt hp vi nhau to ra mt gi tr kinh doanh no t 30 n 90 ngy. iu ny gip doanh nghip m bo rng d n ang trin khai ng tin . N cng cho thy c th s dng cc gi tr kinh doanh ny trc khi ton b d n hon thnh v bt u thu hi li phn chi ph b ra lm d n.
vi) Mi d n cn c mt i ng nhn vin vn phng lm vic vi nh

qun l v trng nhm d n cp nht thng tin v k hoch, ngn sch hot ng. K hoch v ngn sch d n tng t nh tnh hnh li l ca mt doanh nghip. Chng phi c cp nht thng xuyn v chnh xc cung cp thng tin cho nhng ngi ang thc hin d n ra quyt nh hp l. C mt quan im ph bin nhng li sai lm khi cho rng nh qun l d n v trng nhm d n phi l nhng ngi m bo cho k hoch c cp nht. Quan im ny cng tng t nh tng gim c v qun l ca cng ty phi b thi gi xem xt ton b s sch k ton vy. Nh qun l v trng nhm d n chu trch nhim a ra k hoch v ngn sch ban u, nhng sau h ch vic dn cng sc bin chng thnh hin thc.
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Cng ging nh cng ty c b phn k ton theo di s sch, d n cng cn phi c mt nhm nhn vin vn phng theo di k hoch v ngn sch ca d n. Nhn vin vn phng trong d n bo co cho ngi qun l d n v trng nhm ang lm vic vi h hng tun xem xt, cp nht k hoch v ngn sch thc hin. Theo cch ny, ngi qun l d n c th gim st quy trnh thc hin d n mt cch chnh xc v ngi trng nhm c th tp trung qun l iu hnh nhm ca mnh m khng cn quan tm n vic lp cc bng bo co. 2.Thit k h thng chui cung ng Mc tiu ca bc thit k l to ra mt thit k h thng c bn v cc tiu chun h thng chi tit. Bc ny cng to ra k hoch v ngn sch d n chi tit cn thit xy dng h thng. y cng l thi im m nhng ngi sp thc hin bit c nh qun l mun g v bn thn h t ra phi lm nh th no. y cng l thi im nh qun l thc hin cc iu chnh v hon thin mc tiu d n, nhng ngi sp thc hin d n xem xt nhng cng vic trc hon thnh hay cha. cui bc thit k c th d on kh nng thnh cng hay tht bi ca d n. Nu nhng ngi thc hin d n hon thnh bc ny vi kt qu tiu chun thit k h thng r rng v hon ton t tin vo kh nng xy dng h thng theo cc tiu chun ny th d n s thnh cng. Trong trng hp ngc li, nu cc tiu chun c xy dng cn qu m h, cha hon chnh hay kh hiu, v nhng ngi thc hin d n khng chc v kh nng thnh cng th d n s b tht bi. Bc ny bt u vi vic nh qun l d n xem xt li mc ch d n, cc thit k h thng c bn v mc tiu ca tng nhm d n. Cng vic ca nhm c t chc bi nhng ngi c kin thc v kinh doanh, k thut v kinh nghim cn thit thc hin cc thit k h thng c bn.
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Nhng ngi thc hin d n cn bit r nh hng ca nh qun l cp cao v mc ch ca d n. Cc vn c th v mc tiu v ngn sch d n cn c xc nh r vo thi im ny. Nu cn, c th thc hin iu chnh cc vn c pht hin trong giai on ny. Trong bc ny, ch khi no nhng thnh vin trong nhm d n hiu c mc ch v mc tiu ca d n, th h mi c th tham gia xy dng k hoch chi tit cng vic vi nh qun l d n. C 2 vic chnh cn lm trong qu trnh thit k: + Xy dng quy trnh chi tit cho h thng mi. + Xy dng v th nghim h thng mu. Thit lp bng tin cng vic m bo hon thnh theo tin . Chia thi gian cn li t bc thit k sau cng thnh 2 hot ng thit k chnh. Tch tng hot ng thnh mt b gm nhiu cng tc. Sau xc nh thi gian cn thit thc hin tng cng tc mt cch hp l. ng tn thi gian qu nhiu vo vic phn tch, kim tra v kim tra li kt qu ca tng hot ng. Bc thit k nn hon thnh trong vng t 1 n 3 thng. Trong hu ht cc cng on, cng vic ca 2 hot ng chnh ny c th c thc hin ng thi hay song song vi nhau. Trong mt vi trng hp, cng vic c th c hon thnh t hn 1 thng. Khng nn cng vic no ko di qu 3 thng. Nu vic thit k ko di hn 3 thng, n th hin vic thiu tp trung vo mt vn c th hoc thiu s t chc hiu qu ca d n.

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2.1. Xy dng quy trnh chi tit cho h thng mi Nhm d n nn xem li cc tiu chun h thng c m t trong giai on xc nh. Cc tiu chun ny c th l s phi hp mc tiu ca 4 yu t:
Dch v khch hng Hiu qu lm vic ni b Tnh linh ng ca nhu cu Pht trin sn phm

Trc khi m t khi qut quy trnh chi tit cho h thng mi, nh qun l d n phi hng dn thnh vin nhm d n ng no nhm a ra cc tiu chun ny. Nh qun l d n phi ng vin nhm a ra tng t do v gip nhm d n trnh ri vo tnh trng ph bnh v bn lun qu sm v nhng vic khng nn lm. Thay v nh vy, hy tp trung ni v cch thc thc hin cng vic nh th no. a ra cc tng t c cc tiu chun trn cng nhiu cng tt. Nhng tng ny l cc nguyn liu th c th kt hp vi nhau to ra thit k quy trnh ca h thng mi. 2.2. Xy dng v th nghim h thng mu Khi quy trnh chi tit cho h thng mi c thit k xong, bc tip theo l th nghim h thng. Th nghim h thng l k thut dng thit k mt h thng mi, h tr hiu qu cho quy trnh mi. Lu quy trnh s cung cp tnh logic v trnh t thc hin quy trnh c dng, ch ra lng thng tin v loi thng tin m h thng mi cn c. C 2 loi th nghim h thng: + Th nghim giao din ngi s dng. + Th nghim kt cu k thut.

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iu ny tng t nh vic thit k mt ta nh. Nu bn ang thit k mt ta nh, bn phi to ra 2 loi bn thit k. Bn thit k th nht th hin cu trc cc tng nh v mt tin nh nhm xc nh xem n nh th no. Loi th hai l thit k cc thnh phn khc nh ng dy in, h thng dn nc to nn cu trc cho tng nh v mt tin nh . Thit k ny cho thy cch thc xy dng h thng. Trong qu trnh thit k h thng, giao din ngi s dng xem nh bng thit k cc tng v mt tin nh v n th hin ngoi cnh h thng v cch thc mt ngi no phi lm xuyn sut h thng. Tng t vi cu trc k thut ca ta nh l kt cu k thut ca mt h thng: phn cng, h iu hnh v phn mm c s d liu. Nhng phn ny c dng h tr cho giao din ngi s dng. Giao din ngi s dng v kt cu k thut c thit k song song vi nhau. y l mt quy trnh lp nhm to ra s cn i gia giao din ngi s dng, chc nng h thng v kt cu k thut h tng. Mc ch l xc nh thit k tng th nhm cung cp mt s cn bng hon ho gia chc nng h thng v tnh d dng khi s dng. a) Th nghim giao din ngi s dng c nhiu tc gi vit v ni v thit k giao din ngi s dng cho cc h thng my tnh. Mt trong cc quan im quan trng nht l giao din ngi s dng cn phi r rng v trc din. iu ny c ngha l khi mt ngi no c nhng hiu bit s lc v hot ng h thng my tnh, h c th tm hiu v dng th h thng my tnh mi ny trong vng 20 pht. Giao din h thng c thit k cng tt, ngi s dng cng tn t thi gian hn tm hiu cch dng c n.

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To ra mt giao din ngi s dng th nghim l xc nh quy trnh chi tit cho h thng mi. Lu quy trnh s cho bit nhng hot ng no c thc hin trong trnh t no v cn d liu no h tr cho cc hot ng . Vic xy dng cc trnh t trn mn hnh my tnh lin quan n vic xc nh cc dng quy trnh v cho php ngi s dng thu thp d liu trong cc quy trnh . b) Th nghim kt cu k thut cho h thng. Giao din ngi s dng ca h thng ang ngy cng c ci tin. Cn pht trin thit k ph song song la chn v kim tra cc thnh phn k thut c dng xy dng h thng. Nn s dng phm mm v phn cng my tnh ra quyt nh. Cc khi d liu ng dng phi c th v chn mt ngn ng chng trnh nht nh. Tt c cc thnh phn ny phi c tp hp trong mt mi trng th nghim v kim tra xem c hot ng nh gii thiu hay khng. Kt hp cc phn v m bo chng thc s hot ng theo ng nhng g nh cung cp phn mm ni. Ch n khi no mt thnh phn k thut no c a vo s dng t nht 2 nm th mi c th xem nh xc sut thnh cng ca n bng gi tr danh ngha. Nhng ngi ph trch v k thut trong nhm thit k phi t thm nh xem tt c cc thnh phn ny c hot ng c vi nhau hay khng. iu ny c ngha l cn phi tin hnh nhiu cuc kim tra khc nhau v iu phi a ra d liu benchmarking. Nhm thit k k thut phi chn la thay i cc thnh phn hoc c th phi thay i c thit k cu trc k thut nu cc thnh phn ny c cho l khng hot ng nh mong mun ban u. Khi d liu ng dng phi c ci t vo phn cng trn nn ca h thng iu hnh s c chy. Bt k phn mm ng dng no c dng cng cn phi ci t. Sau , d liu th nghim s c sao chp vo b
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phn th d liu v hot ng. y l b phn x l v kim tra s vn hnh ca ton b cu trc. Nn vit mt s m ngun n gin c th chuyn d liu t thnh phn ny n thnh phn khc kim tra giao din d liu v tc mng LAN, WAN v kt ni Internet. Cui hot ng th nghim, kt cu k thut phi th hin c yu cu ca h thng mi m n h tr. Nu th nghim khng cho thy c h thng s hot ng tt th vic c gng xy dng mt phin bn sn xut ca h thng s dng kt cu k thut ny l v ngha. 3. Quy trnh thit k h thng Phn u tin ca giai on thit k nn thc hin lm nhiu cng on, trong nhng ngi ph trch kinh doanh, k thut s thc hin nhng thit k quy trnh khc nhau. y l thi im m ngi ta nn suy ngh ra ngoi h thng v a ra cc tng cng nhiu cng tt. Sau , nhm s chn ra nhng tng c ch nht, kt hp chng vi nhau hnh thnh nn mt lu chi tit v cch thc cng vic s c t chc v hot ng c thc hin trong dng quy trnh kinh doanh mi. Mt khi dng quy trnh c m t khi qut, c th bt u thit k tp trung h tr quy trnh. Nhm thit k bt u xc nh xem nhng thnh phn ca quy trnh s tng tc vi k thut nh th no thc hin quy trnh. Tm cch t ng ha nhng cng vic rp khun v lp li cng nh tm cch tng kh nng giao quyn gii quyt vn v ra quyt nh. Ngi ta thng chn lm nhng cng vic rp khun, lp li. Con ngi thch gii quyt vn v ra quyt nh v c s sng to v tng tc vi ngi khc. Vic gii quyt vn v ra quyt nh bng my vi tnh l mt sai lm. Phi lun nh rng con ngi mi l ngi thc hin quy trnh kinh doanh ch khng phi l my tnh. H thng thit k ch l thit b cung cp cc
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kinh nghim cho con ngi. H thng thit k l ci m con ngi phi qun l ch khng phi my tnh. My tnh cung cp thm cho con ngi nhiu thng tin h c th gii quyt vn nhanh hn v ra quyt nh tt hn. Hy my tnh lm nhng cng vic rp khun v lp li. l nhng g my tnh c th lm tt. 4. Xy dng k hoch d n chi tit Tip theo giai on thit k l bc xy dng tiu chun thit k. Nhng ngi tham gia s c thc r rng v cng vic h cn lm v thi gian thc hin xy dng. Ngi qun l d n lc ny c ci nhn tng th v mt k hoch d n chi tit v ngn sch xy dng h thng. Nhm d n c giao nhim v chu trch nhim i vi nhng mc tiu c th v thnh vin ca nhm d n c th a ra trnh t thc hin t c tng mc tiu c giao. Trong qu trnh lm vic vi cc nhn vin vn phng d n, tng nhm s xc nh k hoch h s thc hin. Mi cng tc cn c thi gian v ngun lc cn thit, v vy cn tnh ton chi ph cho tng cng tc ny. Phi lun c gng tun theo 6 nguyn tc iu phi d n. Nh qun l d n nn tng nhm xc nh h s lm cng vic nh th no v tn thi gian bao nhiu. Nh qun l d n nn to ra th thch cho cc nhm bng cch yu cu h xc nh khung thi gian ngn nht nhng vn kh thi trong thc hin. Cng nn khuyn khch nhm d n phn chia cng vic thnh nhiu phn nh c th thc hin c trong vng 1 hay t hn 1 tun v tun l mt n v chun trong kinh doanh m nhm cn phi phn u hon thnh gi tr o lng sau mi tun. Nu c mt cng tc no ko di hn mt tun th n chc chn l cng tc th cp. Hy p dng nhng k thut phn tch quy trnh xc nh nhng cng tc th cp. K hoch thc hin d n ch r cho tng ngi bit h phi lm g hon

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thnh theo tng tun, l mt cng c c gi tr cng tc v iu phi xy dng h thng. Mt k hoch mc chi tit nh vy cng l cch tt nht t c mc ngn sch chnh xc, thc t trong giai on xy dng d n. Nh qun l d n cn kt hp nhng k hoch ny li thnh mt k hoch d n tng th. Trong mt d n c nhng im tng ng v ngi qun l d n phi a ra nhng quy trnh hnh ng c th dn n mt cu trc thnh cng, thc hin d n theo cc bc thit k xc nh. Phn khc k hoch d n theo mc tiu. Chia tng phn ca k hoch cho tng mc tiu. Ngi qun l d n phi xc nh quy trnh cn thit t c cc mc tiu ca d n v sp xp k hoch xem xt li n. Cc nhm d n c giao nhim v hon thnh tng mc tiu lc ny phi xy dng xong k hoch chi tit thc hin cng vic ca h. a cc k hoch ca cc nhm d n vo nhng phn k hoch ca tng d n lin quan n mc tiu ca n. Tm cch iu phi cc hot ng ny ng thi. Cng nhiu cng vic c thc hin ng thi, tnh linh ng ca d n cng cao. Khi cc cng vic c thc hin ni tip nhau theo quy trnh, ch cn mt cng vic b tr hon s ko theo tt c cc cng vic khc sau n. Khi cc cng vic c thc hin ng thi, mt cng tc b tr hon s khng nh hng nhiu n nhng cng tc khc. Cc hot ng c phn r s kt hp li vi nhau vo giai on cui t c mc tiu c giao. im quan trng y l vic iu phi song song cho php hon thnh mt hot ng v tn dng ngun lc di ra h tr cho cc cng vic ang b tr hon. S c tr hon l iu kh trnh khi khi thc hin d n. Mt d n khng tnh ton trc cc s c v a ra bin php x l linh ng, hiu qu cn thit l mt d n m thi gian v ngn sch d kin
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ban u s nhanh chng b xo trn gy mu thun, v iu ny s dn n nguy c tht bi ca d n. 5. Xy dng ngn sch d n chi tit K hoch v ngn sch thc hin d n cng ging nh hai mt ca mt ng xu vy. K hoch th hin thi gian, ngun nhn lc v nguyn liu cn thit hot ng, cn ngn sch th hin chi ph tr lng nhng thnh vin thc hin, mua nguyn liu trong tng thi gian theo k hoch. Khi k hoch d n bt u tin hnh th ngn sch d n bt u c tnh ton. Hy c tnh chi ph lao ng tng cng tc trong bng k hoch cng thm chi ph cng c dng c nh my tnh, phn mm... Sau thm vo mt s chi ph cn thit nh du lch, ch tr, gii tr, . . Nhng chi ph ny u lin quan trc tip n quy trnh cng tc c trnh by trong k hoch d n. Nu cc cng tc ca d n c iu chnh th ngn sch cng cn c iu chnh theo tng ng. Tng cc chi ph ny l tng chi ph thc hin d n. 6. Quyt nh thc hin/ khng thc hin d n Cui giai on thit k, bng thit k h thng chi tit, bng k hoch v ngn sch d n chi tit s c trnh by cho hi ng qun tr cp cao hoc ngi ti tr d n. Nu khng c g chc chn v tnh kh thi ca d n hay nu ngn sch ngh qu ln th y l thi im thu hp quy m d n li hoc hy b d n. giai on ny, thng ch c 20- 40% tng chi ph d n c chp nhn. Ngy nay, vic nh gi ng mc thit k h thng v kh nng thnh cng ca n l v cng quan trng. Mt khi d n i n giai on xy dng, rt kh thc hin nhng thay i thit k m khng nh hng n

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ngn sch, ngy hon thnh v qu trnh t chc d n. Mt khi vo giai on xy dng, cn phi tp trung ton b n lc vo vic xy dng h thng nh thit k v p ng yu cu hon thnh tin tng ngy mt pht sinh trong qu trnh thc hin d n. Khng th cc nghi vn v thay i lin tc xy ra i vi thit k c bn ca h thng m khng to ra mu thun trong tng th d n. Thng th cc cng ty thc hin quy trnh thit k nghin cu d n rt s si. Hu ht thi gian u c dng vo vic phn tch chi tit nhng g ang c nhng cng tc thit k chng trnh c th cho h thng mi cng rt s si. C tranh ci rt nhiu v cc vn trong thit k h thng mi nhng li khng c cu tr li no hon ton c tn ng. Cng on thit k l c hi cng ty gim thiu cc ri ro ca d n trc khi tn mt khong thi gian v tin bc khng l cho n. Cc thit k tiu chun k thut cng chi tit bao nhiu th kh nng d n c a vo s dng theo thi gian v ngn sch nh cng cao by nhiu. Nhng thnh vin thuc b phn kinh doanh v k thut cng hiu v h tr nhau bao nhiu th kh nng h thng c s dng hiu qu v to ra sn phm mong mun cao by nhiu. Cui giai on thit k, ngi ti tr v nh qun l d n phi ch i v thu hi vn t d n. Gia nhng thnh vin trong d n c bu khng kh thu hiu v tin cy ln nhau hay khng? Chng ta c nn tip tc hay khng? D n sn sng c tin hnh cha? Cu tr li s l bng chng cho nhng ai mun bit d n thnh cng hay khng. Nu qu trnh thit k khng a ra nhng tiu chun k thut thit k r rng, cc hng dn thit k b b qua, v cc thnh vin trong nhm d n khng tin tng vo nng lc ca mnh th d n s khng thnh cng. Nh qun l d n cng s tht bi trong cc tnh hung k trn cho d nh qun
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l d n c p dng bao nhiu k nng qun l i na. 75% cc d n pht trin h thng IT tht bi khng phi do con ngi khng c nng lc m v chng ta mc phi nhng sai lm cn bn t qu trnh thit k h thng v t k hoch xy dng chng. 7. Qu trnh xy dng y l giai on tin hnh d n. Hy kin tr vi mc tiu v chng li nhng xu hng lm thay i n. Gi thi tp trung vo mc tiu v xy dng ng lc rng bn cn phi t c nhng mc tiu ca d n trong gii hn thi gian k hoch ca d n. Hot ng phi gn lin vi vic hon thnh quy trnh cc cng tc c th. y l bc m cc k hoch v thit k tt c n p xng ng. y l giai on m cc n lc cho d n thc s tng tc. Tt c cc thnh vin c tp hp vo cc nhm d n. V vy, chi ph hng tun ca d n cng tng ln ng k trong giai on xy dng. Do , khc vi 2 giai on trc, chi ph do cc li v sai st ban u xut hin v tng ln rt nhanh. 8. Vn phng d n Khi k hoch thc hin d n ban u c tin hnh v d n bc vo giai on xy dng, ngi qun l d n v trng nhm s hon ton tham gia vo lnh o d n. C ngi qun l d n v trng nhm u khng c thi gian t lm vic ny nu h mun vic lnh o c tt. Tuy nhin, nu cng vic ca vn phng d n khng c thc hin th thng tin v k hoch v ngn sch ca d n s nhanh chng b li thi v n bt u tr thnh nhng yu t cng phi hp vi nhau v t ra quyt nh. Nh qun l d n v cc trng nhm s t qun l d n theo trc gic hn v iu ny s dn n nhiu vn rc ri.

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Duy tr k hoch v ngn sch d n l mt cng vic lin tc v c xem l cn thit dn n thnh cng. Ngi qun l d n ging nh tng gim c ca cng ty cn vn phng d n th tng t nh b phn kim ton vy. Gim c khng c thi gian ghi chp s sch cho cng ty. Cn c nhiu vic khc m gim c cn lm lnh o cng ty. K ton cp nht nhng hot ng v ti chnh gip gim c bit c cng ty mnh ang ng u. V th gii thc khng bao gi xy ra chnh xc theo nhng g c ln k hoch nn k hoch ca d n phi c cp nht lin tc v iu chnh sao cho n phn nh nhng g xy ra trong thc t. K hoch l mt bn th hin d n ang i n u v quy trnh c thc hin n thi im no. Nu biu ny khng phn nh chnh xc thc t th nhng thnh vin ca d n cng s mt phng hng l mnh ang u. Thi chung ca mi ngi l giu nhng thng tin xu nh tr tin v chi ph vt qu mc cho php. Nu ngi qun l d n khng ch ng ngn nga thi ny th d n s pht sinh vn . Mi ngi phi thy c rng h s khng b khin trch v vic bo co nhng thng tin xu. Ngc li, h phi thy rng vic bo co cc vn v tr tin v chi ph vt mc ngay thi im n xy ra th h c th tng c hi thnh cng ln. Bo co sm s gip mi ngi c thm nhiu thi gian x l hiu qu. Mi thnh vin cn phi hiu rng nhn vin d n vn phng ngi ti l gip h c thng tin v nhng g ang thc s xy ra v ra quyt nh kp lc. Tht ra, mt trong nhng cch tt nht vng vo nhng rc ri l c giu i nhng thng tin xu v cui cng, khi s tht c phi by, thng th cn rt t thi gian c th iu chnh li vn mt cch hiu qu. 9. Kim tra v a h thng vo s dng

144

Bc u tin trong vic hnh thnh mt h thng t khi pht trin cho n khi sn xut ra n l thc hin mt cuc th nghim h thng khi tt c cc thnh phn ca h thng u c a vo s dng. Nu vic kim tra d liu khi th nghim h thng c thc hin sut giai on thit k th s khng c g c th gy nghi ng v vic cc cng tc k thut ca h thng c c thc hin v lm theo cng vic nh mong mun hay khng. Mc ch ca vic kim tra h thng l m bo n hot ng theo cc cng tc trong chui bn tho nhng vn cn kim tra nhng bn tho ghi chp nhng ng dng n c thit k v kim tra cc c tnh khc nhau cng nh tnh logic ca h thng. C th s ny sinh vi sai st v logic trong qu trnh kim tra h thng. iu ny tt thi. l nhng g h thng cn kim tra tm ra v sa cha nhng sai lm trc khi h thng c chuyn sang giai on test beta. Bc k tip l test beta cho h thng vi mt nhm ngi dng th nghim. Nhm ngi dng ny phi gi mt v tr no trong gii hn thit k ca d n. Bng cch ny, h s c mt s hiu bit v chp nhn nhu cu v li ch ca h thng mi ny. V vy, s phi thc hin mt s iu chnh nh cho cu trc h thng v giao din ngi dng trong qu trnh kim tra bate. Nhng ngi vn hnh cu trc h thng s cn phi ci tin mt vi thng s hot ng khc nhau p ng thi gian v tnh khng i ca h thng. Nhng ngi thit k giao din ngi dng s phi ngi li vi nhm ngi dng th nghim trao i v lng nghe kin ca h nhm ci tin sn phm. V nhng ngi kinh doanh trong nhm th nghim kim tra h thng v a ra cc ngh iu chnh nn mi kh khn gn nh n tho. Trong quy trnh ny s bt u c mt s ngi trong nhm th nghim ng h vic s dng h thng. H s cm thy mt s kt ni c nhn n s thnh cng ca h thng, v h thng s cho h mt ci nhn v cm gic
145

rng n nh hng n quyt nh ca h. Nhng ngi ny s trnh by li ch ca h thng cho nhng ngi cn li trong cng ty v thng th h s hun luyn, o to cng nhn ca mnh s dng h thng. Khi h thng ny bt u c a vo s dng trong mt h thng ln, phi tn mt khong thi gian t 6 thng n 1 nm. Trong thi gian ny, khng c nhiu hot ng pht trin sn phm mi nhng c mt nhm cc hot ng ci tin cc nhc im v sa cha cc li. Nhm d n c th gim vic li nhng nh qun l d n cn c mt trong thi gian ny theo di vic ng dng h thng v x l kp thi khi cc vn khng lng trc xy ra.

Mt s im cn lu khi hc :
Sinh vin khng cn phi hc thuc bi, ch cn nm vng nhng im quan trng nh T chc d n pht trin h thng, Thit k h thng chui cung ng, Quy trnh thit k h thng, Xy dng k hoch d n chi tit, . .

Tm lc nhng vn cn ghi nh :
Cc ni dung trong giai on thit k:
Bng thit k quy trnh chi tit cho h thng mi. ng thi, s nht tr

gia nhng ngi phi lm vic vi h thng, nhng h thng ny phi m bo nhng c tnh mong mun.
Th nghim h thng nhm xc nh kt cu k thut v giao din

ngi s dng. Kt cu k thut ny phi c kh nng lu tr mt khi lng d liu ln v nhu cu ca ngi dng nh mong mun. Cn phi c mt bn thit k hon chnh ca mn hnh, cc nh dng bo co v cc tiu chun k thut ca tt c cc yu t trong giao din ca ngi s dng.

146

 Cn phi c mt bng k hoch v ngn sch d n chi tit phn nh

chnh xc thi gian chi ph v ngun lc cn thit xy dng h thng. Cc ni dung trong giai on xy dng:
Mt h thng hot ng theo ng cc tiu chun k thut c thit

k v p ng cc c tnh hot ng. Vic xy dng h thng cn phi c lp tin c th to ra mt gi tr no cho doanh nghip c mi 30 n 90 ngy. iu ny c ngha l cc phn nh ca h thng phi c hon thin v a vo s dng trc khi hon thnh ton b h thng.
Mt danh sch cc vn bn thit k k thut hon chnh v c cp

nht y . Cc bn tho thit k tng t nh cc mch in v cc k hoch cu trc t chc.

Bn hng dn vn hnh hon chnh. Nhng ngi vn hnh v bo tr

h thng khc vi nhng ai xy dng h thng. Nhng ngi vn hnh mt h thng cn bit r cch nng h thng ln t n xung khi ng n gii quyt vn v qun l vic bo tr.

Cu hi :
Hy nu cc nguyn tc chnh trong thit k h thng chui cung ng. Qui trnh thit k h thng.

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M HNH TON

Cc bn thn mn! Trong phn ny, chng ta s nghin cu thm mt s m hnh ton p dng trong Qun l Chui cung ng. Phn ny, cc bn c th tham kho thm cc ti liu v Qun l sn xut v iu hnh, phn v nh v ca doanh nghip. Bi tp 1 : La chn a im Cng ty Microcomp ca M sn xut my tnh xch tay c nhn ang nh la chn a im thit lp nh my mi v h thng phn phi. Vic quyt nh ny da trn cc thng s v chi ph c s h tng (triu dolla) theo cc tnh trng v iu kin kinh t khc nhau. S liu cho bng sau: Quc gia Tng trng Vit Nam Trung Quc Hn Quc i Loan Philipine 19 19,5 21,7 22 25 iu kin kinh t n nh 15,5 17,5 18,1 17,2 21,2 Suy thai 13,8 14,9 17,6 15,2 12,5

1. Nu da vo phng php Minimin, doanh nghip ny s chn a im u ? 2. Nu da vo phng php Minimax, doanh nghip ny s chn a im u ? 3. Nu da vo phng php ng u ga tr, doanh nghip ny s chn a im u ?

148

Bi tp 2: iu phi hng ha t nh my n ca hng Cng ty Lega c ba phn xng X,Y,Z cung cp cho ba ca hng ba a im A, B v C. Cng sut nh my, nhu cu cc ca hng v gi vn chuyn trn n v ng c ghi bng sau. Theo phng php chi ph b nht, anh/ch cho bit: 1. S lng vn chuyn t phn xng X n ca hng A. 2. S lng vn chuyn t phn xng Y n ca hng C. 3. S lng vn chuyn t phn xng Z n ca hng C. 4. Tng chi ph vn chuyn. n v : - Chi ph vn chuyn tnh trn ngn ng. - Sn phm tnh trn ngn sn phm Ca hng A Ca hng B Ca hng C Cng sut nh my Phn xng X Phn xng Y Phn xng Z Nhu cu ca ca hng Bi tp 3 : Chn a im theo phng php im ho vn. Tng cng ty ABC sn xut sa ang tm ni t nh my. C ba phng n c ra : 1. Khu cng nghip Bin Ha, 30 40 60 70 65 30 60 20 40 30 70 50 35 50 50 135

149

2. Khu cng nghip Bnh Dng, 3. Khu cng nghip Ty Ninh. Cc chi ph c cho bng sau : a im Chi ph c nh hng nm (triu ng) Ty Ninh Bnh Dng Bin Ha 2.000 1.800 1.500 Nguyn liu 2.000 2.500 10.000 Nhn cng 4.000 7.500 10.000 Chi ph khc 4.000 7.500 10.000 Chi ph bin i trn mi n v (ng)

1. Sn lng thp nht hng nm m nh my phi sn xut ti Bnh Dng l bao nhiu? 2. Sn lng ha vn gia a im Bnh Dng v Bin Ha l bao nhiu ? 3. Nu nh my c cng sut thit k l 30.000 n v th nh my nn t u v tng chi ph lc l bao nhiu ?

150

Bi c thm Hng dn tr chi m phng phn phi bia (Beer Game)

1. Gii thiu tr chi Tr chi phn phi bia (Beer Game) l m phng ca h thng cung ng bia t nh my n tay ngi tiu dng. H thng cung ng bao gm: Nh sn xut, trung tm phn phi, i l phn phi, nh bn s, nh bn l v khch hng. Trong qu trnh chi mi ngi s t quyt nh thit lp chnh sch qun l kho ca ring mnh. Thng qua tr chi hc vin s hiu c khi nim qun l kho trong c h thng phn phi nh th no. 2. C s l thuyt ca tr chi Ngi tham gia s t quyt nh cc iu kin cho mnh, h s s dng cc cng c sau: - D bo - D tr an ton - Cc chnh sch phc v khch hng C mt lu c bit l cc cng c ny hc vin s t quyt nh l s dng nh th no hoc khng s dng. D bo: ngi tham gia c th s dng cc phng php n gin nh s t tun sau bng s cu ca tun trc, hay l s bia t mua bng s t hng nhiu nht cho n nhng phng php phc tp nh s bia t bng trung bnh cng ca cc tun trc vv

151

Cc m hnh tn kho: Ngi tham gia t quyt nh thi im t hng v s lng ca mi ln t. D tr an ton: ngi tham gia t quyt nh chnh sch d tr an ton. C th c v c th khng l ton quyn hc vin quyt nh. 3. Cc cng c nh gi mc hiu qu ca vic qun l tn kho. Ch tiu phc v khch hng = t s gia s ln phc v ngay lp tc/ s ln phi hn sau. Ch tiu phc v khch hng tuyt i = t s gia cc kt bia giao ngay lp tc/tng s kt bia giao cho khch hng. S tn kho = tng s tn trong cc tun. S sn xut ui hay s chm giao cho khch hng = tng s bia chm giao cho khch hng hay sn xut ui. 4. Mc tiu ca tr chi Chng ta c hai nhm mc tiu: Nhm 1- Cc mc tiu c nhn: ti mi v tr trong cc nhm hc vin c gng phc v ti a cc khch hng ca mnh, gim thiu tn kho. Nhm 2- Cc mc tiu ca c nhm: tng t nh ca cc c nhn nhng ch tnh cho ton b nhm (tnh ngi phc v cui cng khch hng). 5. Hng dn chi 5.1 Hng dn chi tng qut

152

Trc khi vo chi, mi hc vin tham gia s c pht mt bng tng kt v 30 phiu t hng ghi r cho tng tun v 30 phiu giao hng cho tng tun. Nhim v ca ngi chi s ghi s bia t hng v chuyn ln nc k tip. ng thi ghi s bia giao xung cho nc di ca mnh. Chng ta s c 5 ngi chi mt nhm bao gm: - Nh sn xut : 1 - Trung tm phn phi: 1 - i l: 1 - Ngi bn s: 1 - Ngi bn l: 1 Ti cc v tr ngi chi s nhn n t hng t ngi di ca mnh v t hng ngc li ngi trn. Ngi u tin s rt thm cc n hng chun b sn trong ti tr chi. Mt nguyn tc quan trng l ngi trn khng c bit s lng bia m ngi di phi phc v khch hng v chnh sch tn kho ca cc bn chi. Sau khi nhn n t hng ca ngi di th ngi trn s quyt nh t bao nhiu cho ngi trn ca mnh. S t da vo s tn kho, chnh sch d tr an ton v d bo ca chnh mnh. Thi gian bia v l hai tun sau khi t hng.

153

5.2 Bng m t chi tit S tun S bia S bia S tn S tn S bia S bia S khch cha hng yu cu phc v c khch hng 1 2 3 4 5 6 7 8 9 Tng kt Thi gian giao hng (lead time) l hai tun t ngy t, bt u tun 1 chng ta c 10 kt bia ti tt c cc mc trong chui phn phi. 3 12 3 4 9 5 5 0 0 10 7 0 0 3 7 0 0 3 4 3 12 10 4 9 3 12 10 4 9 3 7 3 9 9 kho u k kho t giao t bia trn (s phc bia sn v xut) trong tun cui k hng

***

154

TR CHI CUNG NG BIA (BEER GAME)

1. Gii thiu tr chi Tr chi cung ng bia m phng h thng cung ng bia t nh my n tay ngi tiu dng. H thng cung ng bao gm nh sn xut, trung tm phn phi, i l phn phi, nh bn s, nh bn l v khch hng. Trong qu trnh chi mi ngi s t quyt nh thit lp chnh sch qun l kho ca ring mnh. Thng qua tr chi hc vin s hiu c khi nim qun l kho trong c h thng phn phi nh th no cng nh nhn bit c tn hiu ca th trng v hiu ng roi da. 2. Cc cng c l thuyt trong tr chi Ngi tham gia s t quyt nh cc iu kin cho mnh. h s s dng cc cng c sau: - D bo - D tr an ton - Cc chnh sch phc v khch hng C mt lu c bit l cc cng c ny hc vin s t quyt nh l s dng nh th no hoc khng s dng. D bo: ngi tham gia c th s dng cc phng php n gin nh s t tun sau bng s cu ca tun trc, hay l s bia t mua bng s t hng nhiu nht cho n nhng phng php phc tp nh s bia t bng trung bnh cng ca cc tun trc v..v..

155

Cc m hnh tn kho: Ngi tham gia t quyt nh thi im t hng v s lng ca mi ln t. D tr an ton: ngi tham gia t quyt nh chnh sch d tr an ton. C th c v c th khng l ton quyn hc vin quyt nh. 3. Cc cng c nh gi mc hiu qu ca vic qun l tn kho Ch tiu phc v khch hng= t s gia s ln phc v ngay lp tc / s ln phi hn sau Ch tiu phc v khch hng tuyt i = t s gia s kt bia giao ngay lp tc/ tng s kt s giao bia cho khch hng S tn kho = tng s tn trong cc tun S sn xut ui hay s chm giao cho khch hng= tng s bia chm giao cho khch hng hay sn xut ui 4. Mc tiu ca tr chi Chng ta c hai nhm mc tiu Nhm 1 cc mc tiu c nhn: ti mi v tr trong cc nhm hc vin c gng phc v ti a cc khch hng ca mnh, gim thiu tn kho Nhm 2 cc mc tiu ca c nhm: tng t nh ca cc c nhn nhng ch tnh cho ton b nhm ( tnh ngi phc v cui cng khch hng)

156

5. Hng dn chi 5.1 Hng dn tng qut Trc khi vo chi, mi hc vin tham gia s c pht 01 bng tng kt v 30 phiu t hng ghi r cho tng tun v 30 phiu giao hng cho tng tun. Nhim v ca ngi chi s ghi s bia t hng v chuyn ln nc k tip. ng thi ghi s bia giao xung cho nc di ca mnh. Chng ta s c 5 ngi chi mt nhm bao gm: 01 sn xut, 01 trung tm phn phi, 01 i l v 01 ngi bn s v 01 ngi bn l. Ti cc v tr ngi chi s nhn n t hng t ngi di ca mnh v t hng ngc li ngi trn. Ngi u tin s rt thm cc n hng chun b sn trong ti tr chi. Mt nguyn tc quan trng l ngi trn khng c bit s lng bia m ngi di phi phc v khch hng v chnh sch tn kho ca cc bn chi. Sau khi nhn n t hng ca ngi di th ngi trn s quyt nh t bao nhiu cho ngi trn ca mnh. S t da vo s tn kho, chnh sch d tr an ton v d bo ca chnh mnh. Thi gian bia v l hai tun sau khi t hng. 5.2 Hng dn chi tit Bng m t chi tit Thi gian giao hng( lead time) l hai tun t ngy t, bt u tun 1 chng ta c 10 kt bia ti tt c cc mc trong chui phn phi. a ch trang web c lin quan: Anh ch c th vo Google.com v g t kha Beer Game hoc tham kho hai trang web sau: www. beergame.mit.edu/guide.htm hoc www.realbeer.com/fun/games/
157

S tun

bia S

bia S tn S tn S kho k kho cui k bia t hng

S bia S bia giao t phc trn (s v bia sn trong xut) tun

khch hng

cha

phc v u khch hng

yu cu c

1 2 3 4 5 6 7 8 9 16 17 18 19 Tng kt

3 12 3 4 9 5 5 0 0

10 7 0 0 3

7 0 0 3 4

3 12 10 4 9 3 12 10 4 9

3 7 3 9 9

***

158

Bi c thm 7 nguyn tc qun l chui cung ng Theo David L. Anderson, Frank E. Britt, v Donavon J. Favre Nhm sinh vin cao hc MBA 4 lc dch

cn bng nhu cu ngi tiu dng vi nhu cu tng trng c li, nhiu cng ty tng cng chuyn dch ci thin qun l chui cung ng. N lc ca h phn nh 7 nguyn tc qun l chui cung ng: lm vic cng nhau, li nhun tng, kim sot chi ph, v d tr hng ha cng nh s hi lng ngi tiu dng. Nh vo vic thc hin thnh cng, cc nguyn tc ny chng minh thuyt phc bn c th lm hi lng ngi tiu dng v hng tng trng c li t vic thc hin n. Nguyn tc 1: Phn khc ngi tiu dng da vo cc nhu cu dch v ca cc nhm khc nhau v lm thch ng chui cung ng phc v cc phn khc c li. Nguyn tc 2: Ty bin h thng hu cn n cc nhu cu dch v v li ch ca cc phn khc ngi tiu dng. Nguyn tc 3: Lng nghe cc tn hiu th trng v hng vic lp k hoch theo yu cu ph hp vi chui cung ng, m bo cc d bo nht qun v phn phi cc ngun lc ti u. Nguyn tc 4: Phn bit sn phm thn thit vi ngi tiu dng v gia tng giao dch thng qua chui cung ng.

159

Nguyn tc 5: qun l ngun cung cp chin lc gim tng chi ph v nguyn vt liu v dch v. Nguyn tc 6: pht trin mt chin lc k thut chui cung ng rng ri h tr a cp vic ra quyt nh v a ra ci nhn r rng v lu thng sn phm, dch v, v thng tin. Nguyn tc 7: thng qua cc tiu chun nh gi cng vic qua cc knh nh gi s thnh cng chung trong vic vn ti ngi tiu dng c hiu qu.

Procter & Gamble: sc mnh ca s cng tc Ai ni bn khng th lm hi lng ngi tiu dng v t c tng trng li nhun t s thc hin nh th. Hn nhin khng phi l Procter & Gamble. Ngay c ngi tiu dng cc sn phm ln tha nhn nhu cu thay i thng thc thnh cng lin tc. T u th k, chin lc ca P&G da vo s phn phi cc sn phm cao cp n ngi tiu dng. Nm 1911, gim c iu hnh Richard Deupree ni: Bn hng vi mc ch l chng ta s lp y cc ngn khi chng rng. Vo nhng nm cui ca thp nin 70, s chuyn tm vo khch hng kim c cho P&G danh ting gia ngi bn s v ngi bn l v tnh n nh v c quyn. Vo nhng nm u ca thp nin 80, hiu c sc mnh tng trng ca nhng ngi bun bn ny, P&G sa li chin lc kinh doanh duy tr s n nh tp trung vo vic ti u t b mt chung ca ngi tiu dng trong vic theo ui li th cnh tranh lin tc.

160

Bc u tin l mt chui bun bn v cc sng kin v hu cn c pht ng sut thp nin 80 di biu ng Ton b h thng hiu qu. Cc n lc nh th ging nh thc hin nhiu chnh sch qung co linh hot v mt chng trnh hng ha b h hng bo hiu mt tm quan trng mi vo ngi bun bn. N lc ny thnh cng. Nm 1990, P&G ng th 15 trong Fortune 500, tng t hng 23 vo nm 1979. Vo nhng nm u ca thp nin 90, P&G chn bc ln k tip - mt s ci t li hot ng kinh doanh to ra cc i a nng vi cc khch hng ln, c bit l Wal-Mart, dng cc vn trong cc vng ch cht nh th ging nh qun l th hng v s bun bn, hu cn, cng ngh thng tin, v qun l ph thi rn. P&G pht trin ng thi cc s cng tc vi cc nh cung cp gim s chu k v chi ph. Kt qu rt n tng. V d, sng kin tip th Just-in-Tide s dng d liu im bn hng (Point of sale POS) xc nh lm th no v khi no cung cp thm sn phm. Vng quay hng tn kho tng gp i, hot ng ca nh my tng t 55% ln hn 80%; v tng chi chi gim n mc 1990-1991. Gn y, P&G gii thiu chng trnh hu cn c t chc hp l ci thin dch v khch hng v nng sut chui cung ng. Giai on u tin l hp nht t hng, bin lai, v ha n ca nhiu loi hng, cn i cc iu khon thanh ton, v gim khung gi. Hm ca khch hng? Nh Steven David, ph gim c kinh doanh, gii thch : by gi h c th trn ln hng ng x phng hay giy hay thc phm trn xe ti c gi c tt nht c th. Chng ti s lm khung gi chung qua tt c cc b phn ca chng ti. Chng ti s c nhiu b phn t hng trong ln u tin.

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 m bo s hi lng khch hng, P&G xy dng mt phiu ghi im vo nm ngoi cho php nh phn phi v ngi bn do nh gi nng lc P&G trong cc khu vc ch cht nh qun l hng, xp loi, gii thiu sn phm hiu qu, khuyn mi, v cung cp hng. Trong 6 thng qua, P&G m nhn chng trnh hu cn c t chc hp l ln th 2 gim thi gian d hng trong kho thc phm ca ngi bn l. Nh kt hp cc dng c nh chi ph hot ng v s trao i d liu in t vi cc chng trnh lm rt v mc li (drop-and-hook) v loi tr cc s trao i, P&G mong i loi b cc chi ph cng thm khng c gi tr v ci thin gi tr khch hng Trong qu trnh tit kim 50 triu USD, m P&G d kin tuyn b n cc khch hng.

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