CHNG 1: C S L LUN

I. Chui cung ng


1. Khi nim chui cung ng: C nhiu khi nim v chui cung ng
- Chui cung ng bao gm tt c cc doanh nghip tham gia, mt cch trc tip hay
gin tip, trong vic p ng nhu cu khch hng
- Chui cung ng l chui cc qu trnh kinh doanh v thng tin cung cp mt sn
phm hay dch v thng qua sn xut v phn phi n khch hng cui cng
- Chui cung ng l mt h thng cc dng chy v phn b th hin cc chc nng t
thu mua nguyn liu, chuyn i thnh cc sn phm trung gian n sn phm cui
cng sau l phn phi n khch hng
- T cc khi nim trn, chng ta c th rt ta cc im v c bn, mt chui cung ng
gm cc thnh phn chnh:
Chui cung ng th hin s dch chuyn nguyn vt liu, sn phm xuyn sut
qu trnh t nh cung cp ban u n khch hng cui cng
Chui cung ng bao gm cc thnh vin trc tip v cc thnh vin gin tip tham
gia
Khch hng l thnh t tin quyt ca chui cung ng


2. Mt s m hnh v chui cung ng
- Chui cung ng khng ch bao gm nh sn xut v nh cung cp, m cn cng ty
vn ti, nh kho, nh bn l v khch hng
- Bn trong mi t chc, chng hn nh sn xut, chui cung ng bao gm tt c cc
chc nng lin quan n vic nhn v p ng nhu cu khch hng. Nhng chc nng
ny bao hm v khng b hn ch trong vic pht trin sn phm mi, marketing, sn
xut, phn phi, ti chnh v dch v khch hng


3. Li ch ca chui cung ng
- Li ch ca chui cung ng l gim bt cc trung gian
- V c cc nh phn phi trung gian, do vy nh sn xut c th b tr c s sn xut
ti v tr tt nht, m khng phi ph thuc nhiu vo v tr ca khch hng cui cng
- Thng qua vic tp trung hot ng sn xut mt c s ln, nh sn xut hng li
t kinh t nh quy m. Mt khc cc nh sn xut khng cn lu tr s lng ln sn
phm hon thnh, cc nh phn phi gn khch hng s thc hin vic lu tr ny
- Chui cung ng ti u l chui cung ng vn hnh nhp nhng, c kh nng p ng
nhu cu khch hng mc cao nht vi chi ph vn hnh thp nht. ng thi, n
phi c h thng thng tin c t chc khoa hc v cp nht thng xuyn gip
cc b phn phi hp n vi nhau nhm phn ng nhanh nhy vi nhng bin ng
thng xuyn v lin tc ca mi trng kinh doanh. Mt chui cung ng ti u s
gip doanh nghip thu ht thm nhiu khch hng, gia tng th phn, tit kim chi
ph, t gia tng doanh thu v li nhun


4. Cc dng chy trong chui cung ng
- Dng sn phm, dch v: dng nguyn liu i t nh cung cp u tin c x l
qua cc trung gian v chuyn n cng ty trung tm sn xut ra thnh phm v
chuyn n khch hng thng qua cc knh phn phi
- Dng thng tin: bao gm dng t hng t pha khch hng v pha trc chui v
dng phn hi t pha cc nh cung cp
- Dng tin: c a vo chui bi duy nht ngi tiu dung khi h nhn c sn
phm/dch v hoc y cc chng t ha n hp l



II. Qun tr chui cung ng


1. nh ngha v qun tr chui cung ng
- Theo Vin qun tr cung ng m t qun tr chui cung ng l vic thit k v qun l
cc tin trnh xuyn sut, to gi tr cho cc t chc nhm p ng nhu cu thc s
ca khch hng cui cng. S pht trin v tch hp ngun lc con ngi v cng
ngh l nhn t then cht cho vic tch hp chui cung ng thnh cng
- Theo Hi ng chui cung ng th qun tr chui cung ng l vic qun l cung v
cu, xc nh ngun nguyn liu v chi tit, sn xut v lp rp, kim tra kho hng v
tn kho, tip nhn n hng v qun l n hng, phn phi qua cc knh v phn
phi n khch hng cui cng
- Theo tin s Hau Lee v ng tc gi Corey Billington trong bi bo nghin cu th
qun tr chui cung ng nh l vic tch hp cc hot ng xy ra cc c s ca
mng li nhm to ra nguyn vt liu, dch chuyn chng vo sn phm trung gin
v sau n sn phm hon thnh cui cng, v phn phi sn phm n khch
hng thng qua h thng phn phi


2. Mc tiu ca qun tr chui cung ng
- Trc ht, qun tr chui cung ng phi cn nhc n tt c cc thnh t ca chui
cung ng, t nh cung ng v cc c s sn xut thng qua cc nh kho v turng tm
phn phi n nh bn l v cc ca hng, tc ng ca cc thnh t ny n chi ph
v vai tr ca chng trong vic sn xut sn phm ph hp vi nhu cu khch hng.
Thc ra, trong cc phn tch chui cung ng, iu cn thit l nh phn tch phi xt
ngi cung cp ca cc nh cung ng v khch hng ca khch hng bi v h c
tc ng n kt qu v hiu qu ca chui cung ng
- Th hai, mc tiu ca qun tr chui cung ng l hiu lc v hiu qu trn ton h
thng, tng chi ph ca ton h thng t khu vn chuyn, phn phi n tn kho
nguyn vt liu, tn kho trong sn xut v thnh phm, cn phi c ti thiu ha.
Ni cch khc, mc tiu ca mi chui cung ng l ti a ha gi tr to ra cho ton
h thng. Gi tr to ra ca chui cung ng l s khc bit gia gi tr ca sn phm
cui cng i vi khch hng v n lc m chui cung cp dung vo vic p ng
nhu cu ca khch hng. Li nhun ca chui cung ng l tng li nhun c chia
s trong ton chui. Li nhn ca chui cung ng cng cao chng t s thnh cng
ca chui cung ng cng ln.


3. Nhng ni dung chnh trong qun tr chui cung ng
- D bo v hoch nh nhu cu
D bo cung cp mt bc tranh c tnh v nhu cu tng lai v l c s cho hoch
nh v cc quyt nh kinh doanh. T khi tt c cc t chc phi ng u vi mt
tng lai khng chc chn, th s sai lch gia d bo v nhu cu thc t l iu hin
nhin. V th mc tiu ca k thut d bo tt l ti thiu ha sai lch gia nhu cu
thc t v d bo.

- nh v c s vt cht
Xc nh a im c s chnh l vic tm ra nhng v tr a l tt nht cho cc cu
thnh khc nhau trong chui cung cp. Bt c khi no t chc m c s mi u phi
ra cc quyt nh v xc nh a im.

- Qun tr tn kho v phn chia ri ro
Qun tr tn kho trong chui cung ng phc hp l rt kh khan v c nhng tc ng
ng k n mc dch v khch hng v chi ph chui cung ng trn phm vi ton
h thng. Tn kho xut hin trong chui cung ng di mt vi hnh thc: Tn kho
nguyn vt liu, tn kho sn phm d dang, tn kho thnh phm. Mi mt loi tn
kho ny cn c ch qun l tn kho ring. Tuy nhin vic xc nh c ch ny thc s
kh khn bi v cc chin lc sn xut, phn phi hiu qu v kim sot tn kho
gim thiu chi ph ton h thng v gia tng mc phc v phi xem xt n s
tng tc gia cc cp khc nhau trong chui cung ng nhng li ch ca vic xc
nh cc c ch kim sot tn kho ny c th l rt ln.

- Thu mua
Trong chui cung ng, mi t chc mua cc nguyn vt liu t nhng nh cung ng
mc xch trc n, gia tng gi tr v bn chng cho khch hng mc xch tip theo.
Mi t chc, mua v bn cc nguyn vt liu xuyn sut ton b chui cung ng.
im bt u ca mi dch chuyn l vic mua hng. Vic mua hng a ra c ch
bt u v kim sot dng nguyn vt liu trong chui cung ng. Mua hng l mt
chc nng c nhim v thu thp tt c cc nguyn vt liu cn thit cho t chc.

- Kho hng
Con ngi s dng nhiu thut ng khc nhau ch kho hng,ch yu l trung tm phn
phi v trung tm hu cn. C th m t trung tm phn phi l ni lu tr hng thnh phm
ang trn ng a n khch hng cui cng trong khi cc trung tm hu cn lu tr phi
thc sn phm rng hn ti cc im trong chui cung ng. Kho hng l bt k a im no
m hng ha tn kho c lu tr trong qu trnh lu chuyn trong chui cung ng.




CHNG 2: S LC V NIKE

- Nike l nh cung cp thit b th thao v l cng ty chuyn kinh doanh ca giy dp,
th thao, qun o ln nht th gii, c tr s chnh ti Oregon Hoa K. Nike
c thnh lp vo thng Ging nm 1964 bi Bill Bowerman v Phil Knight v
trong thi im , cng ty tn l Blue Ribbon Sports. Blue Ribbon Sports sau
c i tn thnh Nike vo thng 5 nm 1978, vi tn Nike c bt ngun t tn
n thn chin thng ca Hy Lp. Phn ln cc sn phm ca cng ty c bn trn th
trng di thng hiu Nike, bn cnh c nhng sn phm khc nh Converse,
Cole Haan, Hurley International v mt s nhn hiu khc khng c bn trn th
trng di thng hiu Nike d h thuc s hu ca Nike. Ngoi sn xut cc thit
b th thao v th thao, Nike cng s hu chui ca hng bn l mang tn Nike Town
trong ch bn hng ha ca cng ty. Cng ty ti tr cho nhng vn ng vin th
thao ni ting, v h qung b thng hiu Nike bng cch mc qun o ca Nike.

- Nhiu nm qua, Nike nhn c ch trch nng n t cc nh vn ng nhn quyn
v vi phm cc quyn c bn ca ngi lao ng lm vic cho cc nh thu Nike
trong cc nh my c tr s ti Vit Nam, Trung Quc, Mexico, Campuchia v
Indonesia. Mt cuc iu tra ca phng vin BBC Kenyon (2001) co buc cc nh
cung cp Nike c tr s ti Campuchia khng tun th hng dn ca Nike khi h
s dng tr em lm vic trong iu kin v nhn o. Theo Kenyon (2001), Nike
nhn thc c tnh hnh nhng khng thc s bn tm i ph vi cc vn , Nike
kch lit ph nhn. Trong vi nm qua, Nike u t nhiu hn vo cc chng
trnh trch nhim x hi vi mc ch phc hi li uy tn cho thng hiu, y c th
c xem l thnh cng khi cng ty c c bo co s liu ti chnh tch cc vo
nm 2012.




CHNG 3: PHN TCH V H THNG CUNG
NG CA NIKE



I. Qui trinh chui cung ng ca Nike

Theo Flynn, Morita & Macha (2011), mt s cc quy trnh chui cung ng quan
trng m nn c tch hp vo qun l chui cung ng ca bt k t chc bao gm qun
l quan h khch hng, qun l nhu cu, thc hin n hng, qun l lu lng sn xut,
mua sm, thng mi, pht trin sn phm v tr v.


1. Pht trin sn phm (Product Development)
- Theo IBM v Stanford (2006), qui trnh pht trin sn phm ca Nike khc vi qui
trnh ca i th cnh tranh ca cng ty k t khi cng ty lun lun hng ti mc
tiu khng ngng nng cao thit k ca n c h tr bi chin lc ca cng ty
lun lun ci thin cc mi quan h c thit lp vi nh cung cp h c th ci
thin quy trnh sn xut ca h.
- Theo Mongelluzzo (2002), cho Nike c c i giy mi ra th trng, ton b
qu trnh c th mt t 15-18 thng k t khi mt sn phm c thit k phn
phi cui cng cc nh bn l. Ngoi ra, d on t nh bn l cng nh Nike rt
cn cho vic thit lp khi lng hng ha sn xut. Thng thng mt i giy ca
Nike thng c mt cuc sng th trng t 3-6 thng trc khi sn phm c th
c thay th bng cc mu m khc.


2. Qun l lu lng sn xut (Manufacturing Flow Management)
- Ngnh cng nghip sn xut giy theo nh Mongelluzzo (2002) gii thch, c c
trng bi s tan r theo chiu dc cng nh mc cao ca hp ng ph. Cc cng
ty nh Nike, Adidas, Speedo v giy th thao v nh sn xut khc khng cn sn
xut hng ha v thay vo l thu ngoi tt c cc chc nng sn xut ti tc
nc ngoi v c bit l Trung Quc. Theo gii thch ca Sahlin (2007), li th
chnh ca gia cng thu ngoi l cc cng ty c th tp trung n lc ca h trong nng
lc ct li ca h nh tip th, thit k v pht trin sn phm mi do to ra li th
cnh tranh.
- Mt khc, bt li chnh ca gia cng thu ngoi cho cc cng ty c Sahlin (2007)
gii thch l cc cng ty thng phi ch i lu khong thi gian giao hng do sn
phm phi c vn chuyn t nc ngoi. Theo Van Dusen (1998), li ch thu c
t gia cng thu ngoi thng i i vi kh khan gia tng trong vic t chc gim
st cc sn phm cng nh cc iu kin lm vic ca cng nhn trong cc nh my
sn xut.
- Trong ti liu tham kho cho Nike, Mongelluzzo (2002) cho rng phn ln sn xut
v phn phi ca cng ty c thc hin chu vi Trung Quc cung cp hn
40% cho th trng ca Nike M. m bo rng cc i tc h chn s c hiu
qu, Nike ch trng vo khu chn c ng i tc. Theo Donaghu & Barff
(1990), h thng sn xut ca Nike c chia thnh ba phn chnh gm cc i tc
pht trin, cc nh sn xut khi lng ln v cc ngun lc.


3. Sn xut tinh gn (Lean Manufacturing)
- Theo gii thch ca Gernaat (2006), ngnh cng nghip thi trang thng thng c
chu k sn phm ngn, nhu cu cao v mc mua sm dao ng cao. Cc c tnh
dn ti yu cu v thi gian giao hng ngn cng nh chui cung ng linh hot.
Ngc li, gia cng thu ngoi ton cu t trc thng c thi gian giao hng lu
do cc sn phm phi c vn chuyn qua ng bin thng mt rt nhiu thi
gian. Theo Donaghu & Barff (1990) Nike thng qua qu trnh hp ng ph cho php
mc nng ng cao c th cung ng cho th trng v h thng sn xut linh
hot theo nhu cu v cho php chuyn giao sn xut t nc ny sang nc khc.
Theo ghi nhn ca Herzog (2003), vi nm trc y, Nike gii thiu mt chui cung
ng mi s dng ngay phng php tip cn thi gian to iu kin giao hng
nhanh hn cho khch hng chu u v M.
- T cc trn, r rng l b phn phi ca Nike ng mt vai tr rt quan trng trong
s thnh cng ca cng ty. C th lp lun rng vic phn phi c trch nhim cn
i cung v cu trong sut c nm, bo v hot ng ca cng ty chng li bt k s
khng chc chn nh cc sn phm c th c gi li mt thi gian trong nh kho
cng nh m bo rng nn sn xut quy m ln c vn hnh hiu qu khi cng ty
c th vn chuyn khi lng ln cc sn phm xuyn i dng.



II. Cc mi quan h trong chui cung ng ca Nike

Mi quan h chui cung ng c th c nh ngha l mi quan h gia cc i
tc chui cung ng v cc lin kt kinh doanh trong chui cung ng. Theo ng Li (2007),
mi quan h gn kt hn gia cc i tc cung cp thng dn n cc lin kt kinh
doanh mnh m. Li (2007) cho rng gi tr trao i gia cc i tc chui cung ng
thng l kt qu to ra gi tr ton din cho chui cung ng. Hai loi chnh ca cc
mi quan h trong bt k chui cung ng nh ghi nhn ca Li (2007) l quan h theo
chiu dc v quan h ngang. Nh c cp, Nike c mi quan h dy chuyn cung
cp cc k mnh m m c ngha cho s thnh cng ca cng ty.


1. Mi quan h theo chiu dc
- Quan h theo chiu dc nh gii thch chi tit bi Levi, Kaminsky & Simchi (2004)
thng i hi mi quan h hin c gia cc cng ty m trong chui cung ng v
d nh cc nh phn phi, nh bn l v nh sn xut. Theo Barrat (2004), phm vi
ca dy lin kt dc t qu trnh tm kim nguyn liu sn xut ca sn phm ti s
xp t cc sn phm ln k ti cc nh bn l hoc nh phn phi.
- Trong ti liu tham kho cho Nike, hi nhp theo chiu dc tn ti trong chui cung
ng l gia cc nh cung cp, nh sn xut, nh phn phi v cc nh bn l. Tt c
cc i tc c vai tr cc k quan trng trong cc mi quan h khi m bt k i tc
b s c c ngha l cc chui cung ng s khng th c hon thnh. Nike (2012)
ch ra rng cng ty s coi trng cc mi quan h vi i tc mt cch nghim tc v
c gng cao nht chc chn rng tt c cc cng ty ang trong mt mi quan h
lm vic cht ch.


2. Mi quan h theo chiu ngang
- Mi quan h ngang ngc li bao gm mi quan h kinh doanh gia cc doanh
nghip c v tr song song trong qu trnh hu cn. Trong mi quan h loi ny, cc
cng ty khc nhau cng tc vi t c mt mc tiu chnh c thit lp khc
nhau ty thuc vo loi cng vic. Trong trng hp ca Nike, cng ty t trng tm
nhiu vo quan h loi ny v h l nhng nhn t gi cho cng ty c th tn ti c
trong th trng cnh tranh. Mi quan h theo chiu ngang ca Nike cn bao gm cc
nh cung cp khc nhau, cc nh phn phi, nh bn l v nh sn xut.



III. Chin lc chui cung ng ca Nike


1. Chin lc gia cng thu ngoi (Outsourcing Strategy)
- Nh cp, Nike thu ngoi phn ln cc chc nng sn xut ca mnh t cc nh
my nc ngoi. Chin lc thu ngoi c thc hin mt khi i ng qun l ca
Nike thy rng h c th c c i giy Nike sn xut ti Nht Bn vi chi ph thp
hn khi sn xut ti Hoa K. Tuy nhin, trong nhng nm 1970, chi ph sn xut ti
Nht Bn tng khin Nike vi khng c la chn, nhng tm la chn thay th
khc r hn. Kt qu l, Nike chuyn nh my sn xut ca mnh sang cc cng ty
Hn Quc v i Loan. Tuy nhin, Hn Quc v i Loan sau tng trng kinh t
mnh m, khin chi ph sn xut cao hn do Nike phi tm cc nh sn xut khc
r hn. Kt qu l, Nike chuyn n cc nc chi ph thp nh Thi Lan, Trung
Quc, Campuchia, Indonesia v Vit Nam.
- Mt s hot ng ko theo trong chin lc chui cung ng ca Nike nh vic mua
li nguyn liu, nh sn xut ca sn phm, cc nh cung cp ca cc b phn, kho
bi v knh phn phi ni khch hng c th c th mua hng ha t Nike. Chin
lc c thng qua bi cng ty c mt s li ch m cho php Nike tp trung vo
nng lc ct li v nhng phn lin quan n sn xut cho cc i tc gia cng
thu ngoi. Mi quan h hin mnh m ca Nike vi cc nh cung cp c th c
gii thch bi s thnh cng ca cng ty khi sn phm cht lng cao c th c sn
xut vi chi ph thp trong khung thi gian quy nh.


2. Nh my sn xut (Manufacture)
- Nike k hp ng vi khong 50 nh my chu sn xut tt c cc sn
phm giy dp ca n, trong c 30 nh my ti Trung Quc. Tuy nhin, mt s
khc bit r rng c thc hin gia dng sn phm Local v dng sn phm
In-line.
Nhng sn phm "Local" (tc l, dng giy World Shoe) th vn gi nguyn
trong nc hoc theo khu vc ni chng c sn xut, c sn xut t
nguyn liu sn c ti a phng, v c thit k t kin ngi tiu dng
a phng .
Ngc li, sn phm in-line th c thit k xut khu ton cu hng
ti th trng pht trin v khng b rng buc vi khu vc sn xut. Dng sn
phm in-line c sn xut ti nh my sn xut in-line, nhng nh my
ny mua vt liu t nh cung cp c chi ph thp nht, bt k ngun gc ca
cc u vo ny.
- Nike khng c nh my ch sn xut ring dng sn phm local, m ch c ring
nhng nh my sn xut dng In-Line hoc l cc nh my sn xut c hai loi.
Dng sn phm local, hay ni cch khc l dng giy world shoe vn l mi, v
cha sc c th i hi nhng nh my ring sn xut dng sn phm ny.


3. Vai tr ca h thng thng tin (Role of information system)
- Theo Koch (2004), chui cung ng ca Nike l tp trung khi khu thit k ca sn
phm, gia cng thu ngoi v dch v hu cn c tt c c thc hin t tr s
chnh ca cng ty ti Beaverton, Oregon. m bo rng cc chui cung ng hiu
qu, MSI (2004) ch ra rng Nike s dng SAP R3 l mt cng c lp k hoch
duy nht m qun l tp trung nhu cu m bo s hp tc hiu qu vi cc nh
cung cp.
- Ngoi ra, Koch (2004) lu rng Nike l qu trnh tch hp tt c cc thng tin ca
mnh vi qun l chui cung ng cng nh qun l quan h khch hng c tch
hp vo mt nn tng chia s duy nht. Nn tng chia s duy nht theo Koch (2004)
c d kin ci thin hot ng chung ca cng ty, s c ci thin kh nng
ti chnh, d bo chnh xc v d bo v phn b li tt hn cc ngun ti nguyn ca
cng ty. Mongelluzzo (2002) gii thch rng, l kt qu ca nn tng chia s duy nht,
Nike s c th t c mc tiu chnh ca chin lc chui cung ng l c thng tin
cp nht, ng mt vai tr quan trng trong vic m bo rng chui cung ng lun
hot ng hiu qu.


4. Hu cn (Logistics)
- Nike c nhng hp ng di hn v ton cu vi cc cng ty logisitics. y l
cng ty c rt nhiu hp ng lm n vi cc doanh nghip Vit Nam nhng ring v
khu vn ti v logisitics th cc doanh nghip Vit Nam khng th tham gia vo
trong qu trnh thng tho. R rng mt ng ln nh Nike th vic k c hp
ng gia cng vi h l qu tt vi cc doanh nghip gia dy ca Vit Nam ri
ch ng ni n vic m phn v vn ti v logisitics. Trn thc t Nike ang s
dng hai cng ty l Maersk Logisitics v APL Logisitics cung cp dch v logisitics
cho mnh.
- Chng ta nn bit visibility ( kh nng nhn thy v kim sot n hng ) l mt yu
t c cc ch hng nh gi rt cao khi h la chn nh cung cp dch v logisitics
cho mnh. Bn thn cc cng ty nh APL Logisitics , Maersk Logisitics c Nike
chn l nh cung cp dch v cho mnh l h c th cung cp cho Nike cng c
visibility trong bt k thi im no, ti bt k ni no nhn vin ca Nike cng c
th nm bt v c th ko ra bt k cc loi bo co lin quan n cc n hng ca
mnh , ang v s c thc hin bi cc cng ty trn. iu ny s gip Nike tnh
ton tt nhng d bo, kim sot hng tn, p ng kp thi yu cu ca khch hng
chi ph ti u nht.


5. Mi quan h vi cc i tc (Partners Relationship)
- i vi cc mi quan h vi cc nh cung cp, Donaghu & Barff (1990) cho rng
Nike t nhiu k vng s dn n nhng mi quan h kinh doanhmnh m. Donaghu
& Barff (1990) nhn mnh rng i lc Nike gi nhn vin nghin cu v pht trin
ti cc nh my sn xut khc nhau m bo vic sn xut tri chy, trnh bt
k truyn t sai c th e da mi quan h khi pht sinh. Ngoi ra, Nike cng
khuyn khch cc cng ty sn xut c tham gia vo pht trin sn phm nh l gp
phn xy dng mt chng ng di trong vic m bo mi quan h lm vic lu
di. i vi cc doanh nghip ch sn xut cc sn phm ca Nike, Donaghu & Barff
(1990) lu rng Nike lun lun hng ti mc tiu n nh sn xut cho cc nh
my bng cch gi cc n t hng trc nhiu thng.


6. Qun tr nhu cu (Demand Management)
- Theo Gernaat (2004), d bo trong ngnh cng nghip thi trang thng l mt cng
vic phc tp do thc t l ngnh cng nghip c c trng bi chu k ngn i
sn phm, nhu cu cao v s khc nhau ca dng sn phm. Berger & Piller (2003),
mt khc gii thch rng hu ht cc cng ty trong ngnh cng nghip thi trang n
lc p ng nhu cu a dng ca khch hng bng vic c cc dng sn phm
khc nhau. Kt qu l, d on nhu cu khch hng kh khn cng nh lm cho cc
t chc phi c gng trnh tn kho khng bn c. Theo Gio s Porter, Harris &
Yeung (2002), Nike qun l nhu cu cho sn phm ca mnh bng cch s dng
chng trnh tng lai i hi nh bn l cc sn phm ca Nike t hng 80%
hng tn kho ca h trc su thng c giao hng m bo.
- Theo Nikebiz (nm 2007), h thng t hng tng lai cho php Nike gim c
hng tn kho, thi gian dnh cho vic thc hin cc n t hng bn l cng nh cc
nguy c v vn chuyn hng. H thng, theo Nikebiz (2007), l cng c cho s thnh
cng ca Nike trong nhng nm 1990 v a s cc nh bn l u tuyn b gim gi
nh l kt qu ca vic lm n c li. Tuy nhin, Koch (2004) cho rng, h thng t
hng tng lai b e da v cc nh bn l khng cn quan tm t hng su
thng k t khi th hiu ngi tiu dng v s thch c th thay i trc khi giao
hng. Ngoi ra, Koch (2004) cho rng Nike nh ng ng sau cc i th trong vic
v im ca h thng bn hng t cc i th nh Adidas, vn c mt h thng thng
bo cho cc cng ty sn xut bt k hng ha no c bn m cn yu cu b sung
ngay lp tc.
- Theo Adidas (2012) m l mt i th cnh tranh nghim trng vi Nike, cc cng ty
trong nm 2006 pht trin chui cung ng ca mnh bao gm nm kha cnh
chnh p ng nhu cu khch hng mt cch hiu quNgoi ra, cng ty nhm mc
ch thu ngn thi gian t sn xuit n tiu th ca sn phm t 18 thng cn 5
thng.


7. M hinh tam gic pht trin bn vng (The Tripple Bottom Line)
- Nike l nh tin phong trong vic pht trin cch thn thin mi trng tng li
nhun. Nike hiu tm quan trng ca pht trin bn vng, thm ch t lc l mt
cng ty non tr t nhng nm 1970. iu ng lu hn l nhng i mi ny vn
c lin quan v vn ang c hiu lc n hin ti. Nike thng xuyn pht hin ra
cch thc mi gim lng kh thi carbon ca n trong qu trnh sn xut v phn
phi ca mnh v thc y tm quan trng ca vic tr thnh doanh nghip thn thin
mi trng.
- u tin, cng ty ban hnh mt h thng gim st ton cu cho tt c nhng x nghip
hp ng ca mnh, s dng nhng kim ton ni b v c cng ty kim ton c lp,
Ernst & Young v Price Waterhouse Coopers. Cc x nghip ny c kim ton lin
tc nhm m bo vic tun th B quy tc o c ca Nike (Nike Code of
Conduct), mt chnh sch v vn lao ng, v c dch ra nhiu th ting cho
nhng cng nhn bn a.
- Da vo bng iu tra thc hin vo thng 7/2000, vic tun th b quy tc ny ca
Nike dn n s gia tng sc tiu th ca th trng. Rt nhiu nhng tp on sn
xut quc t ln khc, cng hc c t Nike, v bt u ch hn v vn lao
ng. H nhn thy nhng tiu chun cao t Bn quy tc ca Nike, v bi vy cm
thy an ton khi lm vic trong mi trng ny v h chp nhn nhng thc o
trong bn quy tc . Hn na, nhng nh qun l doanh nghip bo co rng x
nghip tr thnh mt ni tt hn lm vic sau khi bn quy tc c p dng,
thng qua vic nng cao tinh thn lm vic ca cng nhn v to nn mt mi trng
lm vic sch v trong lnh hn.
- Nike cng ng thi tr thnh thnh vin ca Hip hi lao ng FLA (Fair Labor
Association), mt t chc phi li nhun lin kt vi nhng t chc cng on chng
li cc cng trng h khc, bo v quyn li con ngi v doanh nhn. T chc
FLA yu cu tt c cc thnh vin a ra nhng hng dn c th bn cnh bn quy
tc o c ca mnh, bao gm mc tiu chun lng ti thiu v phi tui lm
vic ti thiu l 15. Thm vo , Nike gip sng lp ra Global Alliance mt t
chc lin hip gm c International Youth Foundation, the MacArthur Foundation,
the World bank v Mattel tt c cng hng n vic ci thin cuc sng cho cng
nhn cc nc mi ni.
- Cui cng, trong thng 7/2000, Knight cng vi Lin hip Quc, phi hp vi
nhng doanh nghip sn xut a quc gia khc nhm tn thnh mt tiu chun quc
t v chnh sch v iu kin cho ngi lao ng. Mc d s tn km cho vic u t
nhng tiu chun ny trong nhng tp on v nhng x nghip hp ng, tuy nhin,
Knight tin rng iu ny s gip to ra nhng tiu chun x hi v h thng gim st
doanh nghip c cng nhn trn ton th gii i vi vn v lao ng.
- Bn cnh vic ni v trch nhim i vi vn lao ng (labor practices), Nike cng
t ho l mt thng hiu ni ting v o c doanh nghip. V d nh, nm 1994
Nike tng tung ra d n ti s dng giy vi nhng mt hng giy dp li
thi, khng cn c a chung vi khong 2 triu i mi nm. Cc nh i l bn
l ca Nike thu gom cc loi giy (khng phn bit nhn hiu) v vn chuyn n
Oregon, ni m Nike xay v tch cc nguyn liu phc v cho vic ti ch. Thng
qua quan h i tc vi cc cng ty trong lnh vc sn xut cht liu b mt dng c
th thao, cht cao su bn ngoi giy dp v cht to bt c a vo chu trnh sn
xut lp b mt nhn to ca cc dng c th thao. Li nhun t nhng n v kinh
doanh ny c dng ng gp cho qu sng lp Nike v qu phc li ca cc
n v sn sut b mt dng c th thao.
- Hn na, vic kt hp cc nguyn tc v bn s hng n cc tng v nghin
cu v pht trin sn phm, c bit i vi tng b phn ca giy dp. Mt thay i
gn y l vic loi b, khng s dng loi keo c dung mi d thm nc trong cc
cht keo dnh trn cc sn phm giy dp. Cc nh thit k giy dp cng bt u
nh gi nguyn mu mi ca h da vo bng chm im bn sn phm. B phn
pht trin bn giy dp cng thit lp mc tiu xa hn na l sn xut cc sn
phm khng c hi, khng c cht thi v chu trch nhim 100% vi cc sn phm
ca cng ty.
- Cng ty c bc tin ln trong vic duy tr nhng quan im ny trong vic m
rng Beaverton, Oregon, hi s chnh ca Nike. Hn na, nhiu sng kin c a
ra da trn cc nguyn l pht trin bn vng cng c ph cp cho nhn vin
cng nhau thc hin. c t ra bi Shambala, hot ng ca d n bao gm vic
khuyn khch cc nhn vin i chung xe n ni lm vic, dng ly giy ung caf
thay v ly bng s.




CHNG 4: THC TRNG, GII PHP & BI
HC KINH NGHIM T NIKE



I. Vn ca Nike


1. Ton cu ha v qun tr chui cung ng
M hnh kinh doanh ca chng ti vo nm 1964 cng cn thit nh m hnh ca chng
ti p dng ngy hm nay: chng ti pht trin bng cch u t vn vo thit k, pht trin,
marketing v bn hng kt hp vi vic k hp ng sn xut vi cc cng ty khc Phil
Knight, CEO ca Nike
Theo lch s ca cng ty, m hnh kinh doanh ca Nike c pht trin bi Phil Knight
khi ang cn l mt sinh vin ca trng kinh t Stanford nhng nm 60, Knight nhn ra r8ng
cc nh sn xut Nht vi chi ph thp v cht lng cao ang dn chin ly th trng in t v
gia dng ca M, th hu ht cc cng ty sn xut giy dp hng u (nh Adidas) vn ang
sn xut cc sn phm ca mnh ti cc nc c chi ph cao nh M v c. Bng cch thu
ngoi hot ng sn xut giy qua cc nh sn xut gi thp ca Nht, Knight tin rng Blue
Ribbon Sports c th bn r hn cc i th ca mnh v xm nhp th trng ny. T , Blue
Ribbon Sports bt u nhp khu giy cng ngh cao t cng ty Onitsuka Tiger ca Nht. Khi
doanh s tng ln gn 2 triu $ nhng nm 70, Blue Ribbon Sports t b Onitsuka v bt u t
thit k v k hp ng gia cng sn xut ca ring mnh. Nhn hiu Nike c ra mt ln u
tin vo nm 1972, v cng ty chnh thc i tn thnh Nike nm 1978
Nike pht trin mi quan h vng chc vi 2 cng ty sn xut giy ca Nht, Nippon
Rubber v Nihon Koyo, nhng khi chi ph v gi c Nht tng cao trong sut nhng nm 70
(do th trng lao ng tr nn cht ch hn v cuc khng hong du ca nn kinh t Nht,
lm thay i t gi YEN/USD nh l h qu ca th c gi l c sc Nixon), Nike bt u
tm kin nhng nh sn xut chi ph thp thay th. Trong sut nhng nm , Nike thnh lp nh
my ring ca mnh ti Maine v New Hampshire vi hy vng s pht trin mt ngun cung ng
ng tin cy c cht lng cao cung cp cho th trng trong nc. Cng lc , cng ty cng
bt u tm kim nhng nh cung ng tim nng t Hn Quc, Thi Lan, Trung Quc v i
Loan. u nhng nm 80, khi chi ph tip tc tng c Nht v M, v chnh ph Hn Quc
to ra nhng kch thch pht trin ngnh cng nghip giy dp ca mnh, Nike ng ca nh
my M v tm ngun cung ng t hu nh tt c cc quc gia Chu . Nm 1982, 86% sn
phm giy th thao ca Nike n t Hn Quc v i Loan
Theo thi gian, khi Hn Quc v i Loan cng dn pht trin, chi ph ti cc nc ny
cng bt u tng cao. Kt qu l, Nike phi thc y cc nh cung ng ca mnh nh v li hot
ng sn xut cc nc c chi ph thp hn. Nike lm vic vi cc nh cung ng hng u
ca mnh m cc nh my sn xut ti Indonesia, Trung QUc v Vit Nam. Thng qua m
bo thc hin cc n hng ln bng cch b tr nhn vin ca mnh ti cc nh my mi theo
di cht lng sn phm v qu trnh sn xut, Nike c kh nng gip cc nh cung ng ca
mnh thit lp mt mng li cc nh my sn xut giy khp ng Nam .
Ngy ny, sn phm ca Nike c sn xut ti trn 700 nh my, vi lng nhn cng
hn 500,000 ngi 51 quc gia. Nike ch c 22,658 nhn cng trc tip, a s lm vic ti M.
Nike cng m rng dy sn phm ca mnh qua thi gian. Nh vo nm 1980, Nike ch bn
175 kiu giy, n ma xun 1990 cng ty cung cp 772 kiu v n ma xun nm 2000 con
s ny l gn 1200 kiu khc nhau. Nike cng tham gia vo nhiu phn khc sn phm khc
(nh qun o v dng c th thao) v m rng th trng ra ngoi nc M, sang Chu u,
Chu M Latinh v Chu .
C nhng khc bit quan trng nm trong cc lnh vc khc nhau m Nike tham gia. Mc
d vn c bit n vi vai tr chnh l mt cng ty giy, nhng ch 68 trong s 736 nh cung
ng ca Nike sn xut giy, v a s cc nh cung ng nm Chu . Mt khc, cc sn phm
qun o ca Nike c sn xut 579 nh my nm trn khp th gii. Nhng khc bit ny l
do lut l iu chnh thng mi quc t gia cc nn kinh t v c bn cht t nhin ca cc
ngnh cng nghip (cc nh my sn xut giy thng ln, u t nhiu vn cho c s vt cht
trong khi cc nh my sn xut qun o th thng nh hn, d thit lp v tn nhiu rt nhiu
sc lao ng). V mt im na l hn ngch b gii hn cc quc gia khc nhau b hn ch,
do Nike phi t chc tm ngun cung ng sn phm ca mnh nhiu ni, nhiu quc gia
khc nhau.
Nhng khc bit ngnh ny cng c tc ng n mi quan h m Nike phi thit lp vi
nh cung ng ca mnh. V d, v giy dp, Nike c kh nng thit lp mi quan h lu di vi
nhiu nh cung ng ln Hn Quc v i Loan. Trong s nhng nh my cung ng ny, cc
nh thit k ca Nike to ra v chuyn tip cc thit k v kiu giy mi nht dnh cho ma k
tip n nh cung ng ca mnh thng qua v tinh. Cc nh cung ng, n lt mnh , pht trin
hng mu cho thit k . Khi hng mu c chp thun, cc nh cung ng ny s fax cc
c tnh k thut ca n cho nhiu nh my sn xut khp ng Nam , ni hot ng s din ra
gn nh ngay lp tc. Mc tin tng v phi hp hot ng ny to thun li cho c khu sn
xut ln cc hot ng phi tun th theo yu cu ca Nike. i vi qun o, vn c dng i
sn phm ngn v xu hng hay thay i, th tnh hnh s khc. Nike hp tc vi nhiu nh cung
ng, phn ln cng cung ng cho cc cng ty khc (thng l i th ca Nike). Do cc nh
cung ng qun o khc nhau chuyn v mt sn phm ring bit, hay mt phn khc c th,
nhng thay i trong s thch tiu dung hay xu hng thi trang c th tr thnh nguyn nhn
ca cc hp ng cc ngn hn vi mt vi nh cung ng vi n hng hn ch t Nike. iu
ny lm thay i mc nh hng ca Nike i vi cc nh cung ng ny cng nh kh nng
theo di, kim sot trn c s thng xuyn qu trnh sn xut v iu kin hot ng ca cc
nh my ny.
Qua lch s ca Nike, ta nhn thy rng cng ty ny tri qua qu trnh ton cu ha t
giai on u l mt cng ty nhp khu n giai on cui l mt cng ty c hot ng sn xut
kinh doanh ton cu. Vi chui cung ng ton cu hin nay, Nike gn nh phi qun l chui
cung ng ca mnh sao cho t hiu qu cao v t ri ro nht. Bn cnh , Nike cng phi
i mt vi nhng vn trong qun l chui cung ng mnh nh h thng thng tin, vn ti,
nhng cn nhc trong hot ng hay lin minh vi cc i tc
Ta nhn thy c rng Nike khng trc tip tham gia vo nhng cng on m cng ty
khng c th mnh, nhng cng on in hnh l sn xut c cng ty thc hin thng qua
vic tn dng ti a hot ng thu gia cng t cc quc gia c chi ph thp nh cc quc gia
Chu . iu ny gip cho cng ty c th tp trung tt nht vo cc hot ng th mnh vn l
ct li ca mnh nh thit k sn phm, marketing v hoch nh, thu mua, qun l. Chui cung
ng m Nike p dng c xem l mt chui cung ng o. Mt chui cung ng o thng qua
vic thu ngoi hon ton vic sn xut gip cng ty gim chi ph qun tr, chi ph nhn cng
trc tip v chi ph sn xut sn phm cng nh c th chuyn i sang cc nh cung ng c chi
ph thm ch thp hn nhng vi cht lng sn phm cao. Hn na, tc ca cc dng chy
sn phm cng s c y ln cao nh chui cung ng ny theo 3 bc nh sau:
- Nike gi thit k cho nh cung ng thnh phn
- Nh cung ng gi cc thnh phn cho cng ty gia cng
- Sn phm c vn chuyn n cc nh phn phi trn ton cu
iu ny cho php Nike ct gim ng k khong thi gian t khu thit k ban u n
khu sn xut v khu phn phi.
Mt chui cung ng o gip Nike d dng tm kim v s dng cc nh cung ng thay
th mt cch linh hot v rng ri. Mc d v tr a l c th tch ri Nike v cc nh cung ng,
cc i tc ca mnh nhng vi mt h thng thng tin in t mnh m, h c th d dng kt
ni v lin lc, nm tnh hnh ca nhau bt c lc no v c s kt hp cht ch. Vi nhiu nh
cung ng ng tin cy, c mi quan h bn vng vi mnh, Nike phn no c th an tm v cc
s c khn cp trong chui cung ng. V vi s a dng v nh cung ng, c c nh ln thay th
khi cn, chui cung ng c th hot ng linh hot hn.
Mt chui cung ng o nh chui cung ng ca Nike mang li cho cng ty nhiu li ch
v li th, tuy nhin n cng c khng t bt li. Mt s bt li l chi ph rt cao thc hin
mt chui cung ng o do nhng i hi v cc thit b k thut, nht l vic qun l h thng
thng tin do chnh Nike u t. Th hai l s phc tp khi tch hp vi cc nh cung ng.
Qu tht, vi qu nhiu nh cung ng m mnh c, Nike cn phi b ra nhiu n lc hn c
th tch hp h thng thng tin ca mnh vi ca tng nh cung ng. Mt bt li na l Nike
kh c th no xy dng mi quan h chc chn vi nh cung ng ca mnh trong chui do
khong cch a l v i khi vic qun l c th v tc dng. Hay nh s kt hp khng n
gia cc khu ca sn xut c th gy nn nhng mt mt to ln, khi m c s chm tr bt k
khu no. Cng vy, hu qu ca vic tnh ton nhm s mt nhiu thi gian gii quyt. Vn
v tin tng ln nhau cng c th gy tr hon qu trnh ca chui cung ng.
T chui cung ng o ny, ta thy c nhiu vn lin quan n tch hp mt chui
cung ng ton cu thng qua s lin kt, cng tc v tch hp h thng thng tin. Thm ha m
Nike mc phi nm 2001, do s sp ca h thng thng tin, l mt bi hc v qun l ri ro
v an ninh chui cung ng.


2. An ninh chui cung ng
Trong chin lc i mi, nng cp v tch hp h thng thng tin ca mnh, Nike u
t 400 triu $ vo mt h thng ERP (Enterprise Resource Planning) mi nhm chuyn i chui
cung ng ca mnh t sn xut bn thnh sn xut theo n hng qua nng cao li th cnh
tranh khi p ng ng nhu cu ca th trng. Trong qu trnh ny, Nike khng qun l tt
ri ro trong khu thu mua v giao hng ca mnh khi h s dng h thng xc nh nhu cu ca
I2, v gy ra cho cng ty nhiu tn tht
I2 l mt nh cung ng phn mm qun l chui cung ng ln, v c s dng rng ri.
Phn mm ca I2 c thit k cho php qun l v phn tch bin ng th trng, to ra cc k
hoch v d on chnh xc, pht trin chin lc c ng ng lc v c li, qun l sn xut,
logistics, ti u ha vic nh v tr nh kho, h tr phn phi, theo di tin thc hin k
hoch v mt s tc v khc. Nike s dng I2 v cng ty mong mun vi kh nng phn ng
nhanh nhy hn vi th trng v c th lp k hoch sn xut mt dng sn phm mi ch trong
vng 1 tun thay v phi mt ht 1 thng tri nh trc y, khong thi gian nhu cu tiu
dng thay i. H thng c mong i s d on tt nhu cu th trng vn hay thay i do
cng ty c th hoch nh v kim sot vic sn xut cc sn phm hin c. V vy, Nike s
c kh nng nhanh chng gim chi ph hot ng khi ct gim sn xut cc mt hng khng cn
hp thi, gip cng ty gim c mt lng hng d tha ngoi mun trong khi vn gia tng
sn xut cc loi sn phm mi vn c nhu cu. Ngoi phn mm I2, h thng ERP ang c
tirn khai thc hin ca Nike vo lc (khi ng nm 1999) cn c SAP R/3 (phn mm ERP
hng u v l trung tm ca ton h thng) cng vi phn mm CRM (Customer Relationship
Management) ca hng Siebel
Vn ch xy ra khi Nike tnh ton sai nhu cu th trng trong tng lai, v cc quan
chc Nike li cho h thng phn mm I2, h tuyn b rng h thng khng vn hnh
nh mong mun. L do m I2 hot ng khng nh mong i l Nike nn nng, khng
ch n khi vic ci t h thng phn mm SAP R/3 (phn mm trung tm cho php qun l
mt cch ton din v tch hp d liu t nhiu phn mm khc, nn tng ca h thng ERP mi)
hon thnh m kich hot I2 chy song song vi h thng t hng v giao hng c, khin cho
h thng qu ti. Kt qu l, Nike dn mc vo khng hong ti chnh khi t hng sn xut qu
nhiu giy c khng cn c a chung trong khi khng cung ng cc kiu giy mi ang
c th trng mong mun. Cc n t hng sn xut cc kiu giy c c gi ti nh sn
xut n nhng 2 ln, mt ln t h thng thng c v mt ln t h thng I2 mi cn mt s
n t hng cc kiu giy mi th b b qua hay xa mt. Cc n hng cng b xa sau 6 n 8
tun, khin vic kim sot n hng l v kh thi. Nike buc phi gim gi bn hng lot cc
loi giy d tha. Cng ty cng chm tr trong vic giao hng do chm tr trong sn xut, v kt
qu l Nike phi vn chuyn hng bng ng ng khng vi chi ph cao hn rt nhiu ln (t 4
n 8 $ cho mt i giy so vi 75 cent khi vn chuyn bng tu). Hu qu ca v vic ny l
Nike b thit hi 100 triu $ v c phiu gim gi 20%
Nike phi mt n 3 nm phc hi li nhun v c phiu ca mnh sau s c I2. Nike
khng nn nng thay i hay xa s I2 m nhn ni tip tc vic thc hin chin lc tch
hp h thng thng tin ca mnh bi I2 ch l mt phn ca ton b d n di hi ko di 6 nm
nay. I2 pht trin nhng ng dng mi v lm thay i phn mm trc y. I2 tng bc
c ci thin v tch hp hon ton vo h thng ERP thng nht m ngy nay Nike ang s
dng. Tng u t m Nike dnh cho h thng ban u l 400 triu $, nhng sau s c I2, vi
khon tn tht 100 triu $ cng vo chi ph u t ban u th con s ny l 500 triu $
Ngoi s c I2 k trn, Nike cng phi i mt vi nhiu vn khc trong chui cung
ng ca mnh, m mt trong s l t ngun cung ng chi ph thp, vn l c trng v to nn
kh nng cnh tranh cho Nike


3. Tm ngun cung ng t cc quc gia c chi ph thp
Mc d Nike tn dng c ngun nhn lc ch ph thp t cc quc gia Chu
gia cng v sn xut cc sn phm cho mnh, gim ng k chi ph hot ng v chi ph sn
phm. Nhng Nike phi i mt vi nhiu vn , nhiu s c t hot ng thu ngoi ny.
Ngay t nhng nm 1980, Nike b ch trch bi hot ng cung ng sn phm ti cc nh
my, quc gia ni m lng cng nhn qu thp, iu kin lm vic ngho nn v quyn con
ngi b xm hi nghim trng. Sut nhng nm 1980, mt chui cc s kin lin quan n d
lun, dnh sang ti nhng vn trn, lm nh hng n hnh nh ca Nike, thng hiu v
sn phm ca Nike.

i. Lng cng nhn thp ti Indonesia
u nhng nm 90, sn phm Nike bt u c sn xut 6 nh my
Indonesia, thu mn hn 25,000 cng nhn, 4 trong s nh my ny c s hu
bi cc nh cung ng Hn Quc. Khi s hin din ca Nike Indonesia gia tng, cc
nh my cung ng sn phm cho Nike (khong 6 triu i giy/nm) tr nn khng
th kim sot. Bo co ca nhiu t chc phi chnh ph v cc nh x hi hc tuyn
b rng cc nh my ny y ry bc lt, iu kin lm vic t hi v lm dng quyn
con ngi cng nh sc lao ng. Nhiu nh my sn xut giy Indonesia thm ch
khng tr mc lng ti thiu hng ngy cho cng nhn (vo thi im l 2,100
rupiah hay khong 1$) trong khi thnh cu chnh ph min mc lng ti thiu, vn
lm kh h trong vic chi tr lng
Theo cc tnh ton chnh thc ca chnh ph Indonesia, mc lng ti thiu hng
ngy ch trang tri c 70% nhu cu hng ngy i vi 1 c nhn trong gia nh.
Cc ch cung ng ngi Hn Quc ca Nike c xem nh nhng k bn xn v
lm dng nhn cng a phng. Hon cnh ca cc cng nhn ny c cng khai
nh nhng cch lm kho lo ca nhiu t chc phi chnh ph. Jeff Ballinger (nh
sng lp Press for Change, vo thi im l mt nhn vin ca Hip Hi Lao ng
T Do -M) tn gn 4 nm Indonesia v bc trn, phi by mc lng v iu
kin lm vic t hi ti cc nh my cung ng sn phm ca Nike.
Nm 1993, CBS lm r mt bo co v cuc u tranh ca cng nhn ti cc
nh my Nike Indonesia. Nm 1994, nhiu nhng ch trch d di v thc tin hot
ng ca cc xng xut hin trn nhiu xut bn phm ca cc bo, tp ch nh The
New Public, Rolling Stone, The New York Times, Foreign Affairs v The Economist.
Ban u, cc nh qun l ca Nike tm cch pht l hay lm lch hng ch trch, h
phn nn rng cc nh my Indonesia c s hu v hot ng bi cc nh thu c
lp ch khng phi bi Nike, rng Nike ch lm cng vic thit k v marketing ch
khng bit g v khu sn xut c, v h khng c trch nhim iu tra (l l bin h
cho vn bo lc trong lao ng). Nhng n gia nhng nm 90, Nike ch th
cc nh thu Indonesia dng ngh yu cu min mc lng ti thiu. Thng 4 nm
1999, sau khi chnh ph Indonesia tng mc lng ti thiu ln 231.000 rupiah/thng
(tng ng 26$), Nike tuyn b s tng lng cho cng nhn thu bi cc nh
cung ng ca mnh trn mc ti thiu, khong t 30 n 37,5 $/thng.

ii. Lao ng tr em Pakistan
Thng 6 nm 1996, tp ch Life xut bn mt bi bo v sc lao ng tr em
Pakistan, trong c nh ca mt b trai 12 tui ang khu mt qu bng Nike.
Bi bo ny v bc nh km theo gii phng mt ln sng ch trch mi nhm vo
Nike v li ku gi t nhm ngi tiu dng, cc on th thng mi, cc t chc
phi chinh ph vi mc ch ty chay cc sn phm bng c sn xut ti Sialkot ca
Pakistan, ni tp trung nhiu lao ng sn xut hng xut khu - ch yu l lao ng
gia nh, trong cung cp 70% lng bng c cht lng cao cho th gii.
Theo Maria Eirel, ph ch tch v l c vn cp cao v trch nhim doanh nghip
ca Nike th iu ny i din cho mt s kin nguy kch i vi cng ty trn quan
im am hiu qu trnh ton cu ha, tiu chun lao ng quc t v trch nhim ca
doanh nghip.
Theo Dusty Kidd, ph ch tch ph trch vic tun th ca cc i tc Nike, Nike
sn sng lm vic vi nh cung ng ca mnh nhm hn ch lao ng ti gia v sn
xut bng ti cc trung tm tp trung. Nhng tc ng ca bi bo t tp ch Life d
sao cng ph hu hnh nh thng hiu Nike. Ngy nay, Nike ch yu tm ngun
cung ng bng t 12 trung tm sn xut tp trung.
phn ng li ln sng ch trch ny, Phng thng mi Sialkot k Tho
thun Atlanta vi T chc Lao ng Th gii (ILO), UNICEF v nhiu hip hi
hng th thao hng u nhm thc hin mt chng trnh trit tiu tnh trng s dng
lao ng tr em trong vic sn xut bng . Kt qu ca Tho thun Atlanta,
Chng trnh quc t ca ILO loi b s dng lao ng tr em (IPEC) n
Sialkot v theo di cc nh sn xut bng ti a phng v cung cp nhiu bin php
bo v, hun luyn v cc hot ng to thu nhp mang tnh x hi cho cc gia nh
c tr em tham gia sn xut bng. Nike nhn mnh rng nu bt c nh thu no ca
mnh c s dng lao ng tr em phi loi b lao ng tr em khi nh my, tip tc
tr lng cho chng, v tr hc ph cho chng cho n khi cc em t n tui lao
ng hp php. Tuy nhin, bt chp s xut hin ca IPEC v chnh sch mi v lao
ng tr em ca Nike, ILO bo co rng nhiu ch lao ng ti a phng vn tip
tc s dng tr em trong cc trung tm sn xut bng v phn ng vi vic gia
tng kim sot tiu chun Sialkot, mt s hot ng sn xut bng c di i
ni khc, gn nhng khu vc t b kim sot ca Pakistan.

iii. Cc vn v sc khe v an ton lao ng ti Vit Nam
Thng 11 nm 1997, cng ty kim ton Ernst and Young kim k mt trong
nhng nh thu Hn Quc ca Nike. Cng ty Tae Kwang Vina ang hot ng ti
Vit Nam b tit l cho mt t chc phi chnh ph c gi l Trung tm Hnh
ng v Ti nguyn Xuyn quc gia, sau ny i tn thnh CorpWatch. Vo thi
im , Tae Kwang Vina hu mn hn 9.000 cng nhn v sn xut hn
400.000 i giy cho Nike mi thng.
Cng ty kim ton Ernst and Young, c s y nhim ca Nike, bo co v
tnh trng sc khe nghim trng v cc vn lin quan n s an ton ti nh my
Tae Kwang Vina. Nng toulene vt mc tiu chun cho php t 6 n 177 ln
vi khu vc nh my (Toulene l mt dung mi ha hc c bit c th gy suy
gim h thn kinh trung ng, gy tn hi gan v thn, v gy vim ty da v mt).
Bo co cng xc nhn rng ho cht m nh my thi ra gy ra nhiu trng
hp bnh tim v da, v rng bnh v ng h hp do bi qu mc lan trn nhng
khu vc khc ca nh my. Theo bo co, cc trang b bo h c nhn khng c
cung cp v iu kin lm vic cng nh thi gian lm vic ti nh my l vi phm
lut hnh vi ca Nike. Tin tc v bo co ny xut hin trn t New York Times v
cc t bo hng u khc, kch ng ln sng cm phn khc v mu quan h gia
Nike v cc nh cung ng ca mnh.
S c ny c bit gy tn hi cho Nike bi v kt qu bo co n t chnh
Ernst and Young, mt cng ty kim ton v t vn hng u m Nike thu thm
tra chnh nh my cung ng ca mnh. Hn na, nh my Tae Kwang Vina tng l
mt trong nhng nh my m Cu i s Lin Hip Quc Andrew Young tng
gh thm trong mt phn ca chuyn du kho cc nh cung ng do Nike ti tr.
Trong bo co ca mnh v nh cung ng ca Nike, cu i s Young khng
cp n vn sc kho nghim trng v cc vn an ton ca nh my.
Tm li, mt v d qu n gin khc v iu kin lm vic ti mt trong nhng
nh my cung cp sn phm ca Nike, s kin ny t ra cu hi v s trung thc ca
cng ty v cc cam kt v cc tiu chun lao ng v mi trng cng nh sc khe.
Nike qua nhng s kin lin tip ny cng c nhng ng thi tch cc sa
cha nhng bt cp ca mnh trong vic kim sot hot ng chui cung ng, ci
thin hnh nh ca mnh s bn vng ca chui cung ng.
3 s kin trn l 3 v d in hnh cho nhng vn pht sinh, nhng thch thc
ca vic tm ngun cung ng t bn ngoi, c bit t cc quc gia c chi ph thp
nh ti Chu . Trong thi i ca ton cu ha v xu hng thu ngoi gia tng nh
hin nay, vic phi i mt vi nhng vn tng t l kh ph bin. Tuy vy, cc
cng ty v tp on ton cu cng c nhiu ng thi ci thin tnh hnh, thng qua
tng cng kim tra, kim sot, o to v hun luyn i ng nhn vin, ban hnh
cc lut hnh vi hay cng lnh hot ng cho cc nh cung ng ca mnh. Theo xu
hng , vic hot ng trn phm vi ton cu, an ninh chui cung ng, hay tm
ngun cung ng t cc quc gia c chi ph thp c gii quyt phn no n tha
v hiu qu. Nike ly li v th v s n nh sau khi tri qua tt c cc vn trn,
ngy nay c nh gi xp hng 21 trong s 25 chui cung ng hiu qu nht
theo bnh chn ca AMR Research.



II. Bi hc kinh nghim

Qua nhng chui s kin v kh khn, thch thc m Nike tri qua, chng ta c th rt
ra mt s bi hc ng gi cho mt chui cung ng ton cu ngy nay, m c th l chui cung
ng ton cu ca Nike.
So snh bo co cng b 25 cng ty qun tr chui cung ng tt nht ca AMR
Research nm 2005 so vi nm 2004, c th nhn thy rng c 7 cng ty mi c xp vo danh
sch, trong c Nike vi v tr th 21. T vic c xem l khng hiu qu trong qun tr chui
cung ng v phi i mt vi cc vn php l v quyn lao ng ti cc nh my sn xut
hng may mc Chu sut nhng nm 90 hay s c i2, Nike a chui cung ng ca mnh
tr thnh mt trong nhng chui cung ng hiu qu nht. Lng tn kho gim mt cch ng
k thng qua vic gim t l hng sn xut m khng nhn c s xc nhn chc chn mua
hng t cc nh bn l (pre-building) t 30% xung cn 3%. ng thi, Nike cng rt ngn thi
gian t lc nhn n t hng cho n khi phn phi hng n ngi tiu dng (global product
lead time) t 9 thng xung cn 6 thng. Phn ny s rt ra nhng bi hc khng ch tht bi m
thnh cng ca Nike trong qun tr chui cung ng.


Bi hc 1 : Tht bi t vic ng b ha gia d on nhu cu v k hoch cung ng trong
qu trnh ng dng h thng mi qun tr chui cung ng.

Bo co ti chnh ca Nike c cng b vo 26/2/2001 lm cho cc nh u t khng thy
hi lng khi doanh thu v li nhun u thp hn k vng. Kt qu l gi c phiu ca Nike
gim hn 20% ch vng mt tun. Gii thch cho s km hiu qu v ti chnh l vic ng dng
mi chng trnh ln k hoch cung ng. Vic ng dng chng trnh d on nhu cu ca I2
Technology nhm mc ch l gim tn kho nguyn liu v s chm tr cho hot ng sn xut.
Tuy nhin, CEO Phil Knight cho rng mc tiu ny khng t c m cn dn n vic to ra
tn kho va d tha vi nhng i giy c nhu cu thp va thiu ht nhng i giy c nhu cu
cao. C th gii thch iu ny nh sau: vi h thng qun l n hng, do nh cung cp SAP
qun l v thc hin, n hng s c a t cc nh bn l ca Nike n cc nh my sn
xut. Tuy nhin do kh khn ng b ha thng tin gia h thng SAP v I2, Nike gi
nhng n hng khng chnh xc ti nh my. Kt qu l hng ngn i giy c a ln
chuyn sn xut cc nh my Chu m cc nh bn l tht s khng cn. Kt qu l Nike
phi gii quyt lng hng tn kho theo mc gi khng c li. iu ny nh hng rt ln n
li nhun.

Bi hc 2 : Xc nh chui cung ng l mt trong nhng li th cnh tranh.

Theo AMR Research yu t c bn cnh tranh ngy nay trong cc cng ty hng u l s hu
c mt chui cung ng tri hn hn i th. Ni cch khc th qun tr chui cung ng khng
cn l mt chc nng mang tnh hot ng ca cc cng ty hng u m tr thnh mt b phn
chin lc ca cng ty. Hiu c iu ny, Nike xc nh, xy dng v pht trin chui cung
ng ca mnh thnh mt li th cnh tranh. Vi vic u t vo xy dng chui cung ng thnh
mt li th, Nike mong mun gim c thi gian t lc nhn n t hng cho n khi giao sn
phm cui cng n nh bn l. Hn th na, vic u t ny s gip chui cung ng tr nn gn
nh (lean supply chain) v c th p ng nhanh nhu cu ca khch hng.

Bi hc 3 : u t v xy dng li h thng thng tin mi h tr cho chui cung ng.

K t khi gp tht bi trong vic thc hin chng trnh d on nhu cu do I2 Technology cung
cp, Nike mnh dn u t ti cu trc li h thng thng tin vn l xng sn ca chui
cung ng. Di s dn dt ca Charles D.Denson, ng ch tch tp on Nike vi Mark G.
Parker[ii], Nike u t 500 triu USD xy dng h thng thng tin mi nhm thay th h
thng c vn c xy dng mt cch vi vng m kt qu l hn 27 h thng thng tin ton cu
khc nhau khng th tch hp c. Kt qu ca vic u t ny a n vic thit k v sn
xut nhanh hn, li nhun tng 42.9% nm 2003 so vi vi mc trung bnh 39.9% trong vng
nm nm trc.

Bi hc 4 : Nng cao s cng tc (collaboration) vi cc i tc trong chui cung ng.

Tht s kh khn qun l hn hng trm nh sn xut cung cp sn phm ti Chu v hn
19 000 nh bn l phn phi sn phm trn ton cu. ni lin gia nh sn xut v nh bn l,
Nike xc nh s cng tc l mt trong nhng yu t quan trng cho s thnh cng ca chui
cung ng. iu ny c th hin r trong quy trnh la chn nh cung cp. Nike s t chi t
hng nh sn xut nu nh nh sn xut khng th hin thi hp tc trong qu trnh la
chn. Hay nh Nike cng vi cc cng ty nh HP, Home Depot, IKEA, MattelFAO-Schwarz-
Toy-Designer cng tc vi cc hng vn chuyn thnh lp Clean Cargo Group ng gp
n s pht trin bn vng vn ti bin.

Bi hc 5 : Thc hin tt qun l hng tr li (reverse logistics) nhm nng cao hnh nh
thng hiu v trch nhim x hi.

Hot ng qun l hng tr li (reverse logistics) thng c xem l mt hot ng khng em
li li ch v tn chi ph trong qu trnh qun tr chui cung ng. Tuy nhin ngy nay nhiu cng
ty xem hot ng ny nh mt hot ng chin lc m c kh nng nng cao c tnh cnh
tranh chui cung ng trong di hn. Khch hng thng quan st hnh vi ca cng ty v s tn
nhim ca h dnh cho cng ty c th c nng ln thng qua vic x l tt qun l hng tr
li. Mt s nghin cu ch ra rng Nike thu hi li cc i giy qua s dng v ti sn xut
li thnh nhng sn bng r v nhng ng chy dnh cho cng ng nh mt n lc ng gp
li cho x hi. Cng ty tin tng rng hot ng ny s nng cao c gi tr thng hiu v to
nn s trung thnh i vi khch hng.

Bi hc 6: Xy dng chng trnh lin tc kinh doanh (business continuity) nhm qun
l ri ro t hot ng thu ngoi.

Theo cc chuyn gia, hot ng thu ngoi c th tit kim chi ph, tuy nhin nhng ri ro i
km cn phi c qun tr tt. R rng nht l vic mt i mt nh cung cp trong chui cung
ng c th em n nhng nh hng khng tt i vi nhng nh sn xut hay l khch hng,
vn l nhng mt xch trong chui. Nhn thy c iu ny, Nike xy dng chng trnh
kinh doanh lin tc trong xc nh r tng ngi s qun tr ri ro ti tng mt xch ca
chui.

Vy, vi nhng thay i ln trong qun tr chui cung ng, Nike c AMR Research
xp vo v tr th 21 trong 25 cng ty thc hin qun tr chui cung ng tt nht. Vic u t ln
vo h thng thng tin to nn nn tng c bn trong chui cung ng. Chnh iu ny cho
php vic qun l n hng t nh bn l n nh sn xut hiu qu hn cng nh nng cao c
s cng tc gia cc bn trong chui cung ng. iu ny gip Nike t c nhiu hiu qu
v ti chnh mt c s AMR Research xp loi.



--- HT ---




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