Professional Documents
Culture Documents
MC LC........................................................................................................................................1
Chng 1. NHNG VN C BN V CHIN LC V QUN TR CHIN LC......1
1. CHIN LC..........................................................................................................................1
1.1. Nhng quan im v chin lc ......................................................................................1
1.2. nh ngha chin lc........................................................................................................2
1.3. Mc ch v vai tr ca chin lc....................................................................................2
1.4. Mt s khi nim lin quan n chin lc.......................................................................2
2. CC CP CHIN LC V CC LOI CHIN LC....................................................4
2.1. Cc cp chin lc.............................................................................................................4
2.2. Cc loi chin lc............................................................................................................5
3. QUN TR CHIN LC....................................................................................................11
3.1. Cc khi nim qun tr chin lc ..................................................................................11
3.2. Li ch v hn ch ca qun tr chin lc .....................................................................12
3.4. M hnh tng qut qun tr chin lc ...........................................................................15
Chng 2. XC NH NHIM V (S MNH) V MC TIU ............................................20
CHIN LC................................................................................................................................20
1. TM NHN (VIN CNH ) V S MNH........................................................................20
1.1. Tm nhn chin lc Vision (Vin cnh).....................................................................20
1.2. S mnh (Mision)............................................................................................................22
2. XC NH MC TIU CHIN LC...............................................................................23
2.1. Khi nim v yu cu ca mc tiu.................................................................................23
2.2. Cc thnh phn nh hng n mc tiu chin lc .....................................................24
Chng 3. PHN TCH MI TRNG BN NGOI................................................................27
1.1. Mi trng bn ngoi......................................................................................................27
1.2. Cc khi nim c lin quan..............................................................................................27
2. NGHA V MC CH CA VIC NGHIN CU MI TRNG BN NGOI....28
2.1. ngha ca vic nghin cu mi trng bn ngoi........................................................28
2.2. Mc ch ca vic nghin cu mi trng bn ngoi.....................................................28
3. NI DUNG NGHIN CU MI TRNG BN NGOI.................................................29
3.1. Nghin cu mi trng v m.........................................................................................29
3.2. Nghin cu mi trng vi m.........................................................................................35
4. CC CNG C V PHNG PHP NGHIN CU MI TRNG BN NGOI
....................................................................................................................................................42
4.1. Thu thp v x l thng tin..............................................................................................42
4.2. D bo mi trng kinh doanh........................................................................................44
4.3. Ma trn nh gi cc yu t bn ngoi ( EFE Matrix External Factor Evaluation
Matrix)....................................................................................................................................46
4.4. Ma trn hnh nh cnh tranh............................................................................................48
1. MI TRNG BN TRONG V NHNG VN C LIN QUAN...........................51
1.1. Mi trng bn trong.......................................................................................................51
1.2. Nhng vn c lin quan..............................................................................................52
2. NGHA V MC CH CA VIC NGHIN CU MI TRNG BN TRONG....53
3. NI DUNG NGHIN CU MI TRNG BN TRONG................................................53
3.1. Nghin cu mi trng bn trong theo quan im ca Fred R. David...........................53
3.3. Nghin cu mi trng bn trong theo quan im ca mt s tc gi khc...................61
Khi s dng cc kt qu so snh theo thi gian cc nh qun tr cn lu : 1/ Vic so snh s liu
nm ny vi nm khc c th a ra nhng kt lun khng chnh xc, nu thi im ly s liu so
snh nhng thi k khc nhau ca chu k tng trng kinh t (thi k pht trin v thi k suy
thoi). 2/ So snh theo thi gian cng c th dn n nhng kt lun khng ng mt khi chin
lc tng qut ca doanh nghip thay i. 3/ So snh theo thi gian c th hin bng t l phn
trm, m khng quan tm n s liu tuyt i v khng xem xt tng quan trong ngnh cng
c th dn n nhng sai lm khi khng tnh n s pht trin ca ngnh v sn phm...............64
So snh cc chun mc ca ngnh vi cc i th cnh tranh ch yu.........................................64
Nhng hn ch ca phng php so snh theo thi gian c th c khc phc bng phng
php so snh kt qu ca doanh nghip vi nhng chun mc ca ngnh v nhng i th cnh
tranh ch yu ca n. Ba u im ca phng php ny:..............................................................64
1. Gip doanh nghip thy r c nhng chin lc hoc hot ng ca mnh c ph hp hay
khng (gip tng hay lm suy gim thnh tch).............................................................................64
2. Gip nhn din hoc d on c nhng thay i trong chin lc ca cc i th cnh
tranh................................................................................................................................................64
3. C kh nng nh gi v th cnh tranh ca doanh nghip trong ngnh...................................64
Nhn dng cc nhn t thnh cng ct li v cc i th cnh tranh ch yu...............................64
Cc nhn t thnh cng ct li (Critical Success Factors) l nhng nhn t quan trng, quyt nh
s thnh cng ca doanh nghip trong cuc cnh tranh. Ngc li, nu nhng nhn t ny khng
c thc hin tt, nng lc ca doanh nghip s b suy gim. Chnh v th, cc nh qun tr ht
sc quan tm n cc nhn t ny, phi theo di, kim tra lin tc...............................................64
Trong nhng ngnh khc nhau s c nhng nhn t thnh cng ct li khc nhau. .....................64
Vic nhn dng cc nhn t thnh cng ct li ca ngnh ng vai tr ch yu trong vic xc
nh v th cnh tranh ca doanh nghip. Tuy nhin, vic phn tch i th cnh tranh s tr nn
hu ch hn nu n bao gm vic nhn dng cc nh cnh tranh ch yu v so snh vi cc i
th cnh tranh ny v cc nhn t thnh cng ct li.....................................................................64
4.2. Ma trn nh gi cc yu t bn trong (IFE Matrix Internal Factor Evaluation Matrix)
................................................................................................................................................64
Ma trn IFE tng hp, tm tt v nh gi nhng im mnh v im yu c bn ca doanh
nghip. Ma trn cho thy, nhng im mnh m doanh nghip cn pht huy v nhng im yu
doanh nghip cn phi ci thin, nng cao thnh tch v v th cnh tranh ca mnh...............64
Ma trn IFE l mt cng c quan trong hoch nh chin lc cho doanh nghip v hnh
thnh n cng cn qua 5 bc:.......................................................................................................64
Bc 1: Lp mt danh mc t 10 20 yu t, gm nhng im mnh v im yu c bn c nh
hng ln n s pht trin ca doanh nghip...............................................................................64
Bc 2: Phn loi tm quan trng t 0,0 (khng quan trng) n 1,0 (rt quan trng) cho tng
yu t. Tm quan trng ca tng yu t ty thuc vo mc nh hng ca yu t n s
thnh bi ca doanh nghip trong ngnh kinh doanh ca n. Bt k l im mnh hay im yu,
yu t c xem xt c mc nh hng ln nht n hot ng ca doanh nghip s c
phn loi tm quan trng mc cao nht. Tng s cc mc phn loi c n nh cho tt c cc
yu t phi bng 1,0........................................................................................................................65
Bc 3: Xc nh h s phn loi t 1 n 4 cho tng yu t, h s ca mi yu t ty thuc vo
mc mnh yu ca doanh nghip, trong : 4 - rt mnh; 3 - kh mnh; 2 - kh yu; 1 - rt
yu. Cc h s ny c xc nh bng phng php chuyn gia, da trn kt qu nh gi ni
dung mi trng bn trong ca doanh nghip................................................................................65
Bc 4: Nhn tm quan trng ca tng yu t vi cc h s ca n xc nh s im v tm
quan trng.......................................................................................................................................65
y l chin lc a dng ha cc hot ng sang lnh vc khng c lin quan bng cch thit
lp/ tip nhn nhng n v kinh doanh (SBU) mi, nhng SBU ny c xem l nhng n v
c lp ch chu s gim st ti chnh ca lnh o doanh nghip. Vi vic a dng ha theo
hng ny, lnh o ca doanh nghip gi vai tr:........................................................................68
- n nh k hoch chin lc v cu trc kinh doanh ca doanh nghip a ra quyt nh tip
nhn hoc t b mt SBU no ...................................................................................................68
- nh ra cc mc tiu ti chnh v theo di, gim st hot ng ca SBU, un nn, chnh sa
nhng sai lch khi cn thit............................................................................................................68
- Phn b ngun lc ti chnh gia cc SBU.................................................................................68
Chin lc ti cu trc....................................................................................................................69
Chin lc ny c nhiu im tng ng vi chin lc c cu kinh doanh, cng thng c
p dng a dng ha hot ng sang lnh vc khng c lin quan. im khc bit c bn l
mc can thip ca ban lnh o doanh nghip vo hot ng ca cc SBU. Trong trng hp
ny, cc n v kinh doanh hot ng km, hiu qu thp s c tip nhn, t chc li hot
ng, thay i b my qun l. Xy dng chin lc kinh doanh vi ngun lc cng ngh, ti
chnh mi. Nh vy, tnh hnh ti chnh v v tr cnh tranh ca n v mi tip nhn c ci
thin, gp phn tng cng chui gi tr ca doanh nghip...........................................................69
Chin lc chuyn giao k nng....................................................................................................69
Chin lc ny thng c p dng khi doanh nghip a dng ha hot ng sang cc lnh vc
mi c lin quan vi lnh vc kinh doanh hin ti. Nhng kinh nghim, k nng v sn xut,
marketing, bn hng s c chuyn giao nhm cng c, tng cng v th cnh tranh ca
cc lnh vc kinh doanh mi...........................................................................................................69
Chin lc chia s ngun lc.........................................................................................................69
Chin lc chia s ngun lc ch p dng khi doanh nghip a dng ha hot ng sang lnh vc
c lin quan, c s tng ng v cc hot ng sn xut, bn hng, marketing p dng chin
lc ny doanh nghip c th t c li th cnh tranh nh phm vi, khi m cc thit b sn
xut, b phn R&D, knh phn phi, qung coc nhiu SBU cng s dng, gip tng SBU
gim c chi ph u t. V d, mt thit b c th dng sn xut cc chi tit, b phn cho hai
dy chuyn sn xut hai SBU khc nhau.....................................................................................69
2. QUY TRNH HOCH NH CHIN LC.......................................................................69
Qun tr chin lc l mt khoa hc, ng thi l mt ngh thut v hoch nh, t chc thc
hin v nh gi cc chin lc. Hoc Qun tr chin lc l qu trnh hoch nh/ xy dng,
thc thi v nh gi cc chin lc................................................................................................69
T nhng nh ngha trn cho thy: Qu trnh qun tr chin lc gm 3 giai on:....................69
+ Giai on hoch nh chin lc;...............................................................................................69
+ Giai on thc hin chin lc;.................................................................................................69
+ Giai on nh gi chin lc....................................................................................................69
Trong .........................................................................................................................................69
Giai on hoch nh chin lc l giai on u tin, t nn tng v ng vai tr ht sc quan
trong trong ton b qu trnh qun tr chin lc. Trong giai on ny, cn xc nh tm nhn, s
mng cc mc tiu chin lc ca t chc. Trn c s thit lp chin lc, chnh sch kinh
doanh, quyt nh ngnh kinh doanh (th trng, mt hng) mi no nn tham gia, ngnh no
nn rt ra, nn m rng hay thu hp hot ng kinh doanh Trong giai on ny cn tp trung
phn tch cc yu t ca mi trng bn ngoi v bn trong, xc nh cc c hi, nguy c, im
mnh, im yu, trn c s kt hp v la chn c nhng chin lc thch hp.................69
Mun hoch nh c chin lc khoa hc, cn thc hin mt cch bi bn theo 3 giai on:
giai on nhp vo, giai on kt hp, giai on quyt nh (hnh 5.1).........................................69
- W + O: C th xut hin hai cch kt hp trong vic xut chin lc: - Phi tp trung khc
phc nhng yu km no to iu kin cho vic tn dng nhng c hi t mi trng bn
ngoi? Hoc: - Cn phi khai thc nhng c hi no lp dn nhng ch yu km ni ti ca
doanh nghip?.................................................................................................................................72
- W + T: Phi khc phc nhng yu km no c th n trnh hoc gim thiu thit hi t cc
nguy c...........................................................................................................................................72
Bc 3. a ra kt hp gia bn yu t.........................................................................................72
S + W + O + T: Mc ch ca s kt hp ny l to ra mt s cng hng gia bn yu t
hnh thnh mt chin lc m qua c th gip doanh nghip s dng mt mnh khai thc
tt nht c hi khc phc nhng yu km v gim bt nguy c....................................................72
Bc 4. Tng hp v xem xt li cc chin lc...........................................................................72
Cn ch 2 vn :........................................................................................................................72
- Phn nhm chin lc..................................................................................................................72
- Phi hp chin lc thnh mt h thng c tnh h tr cho nhau v d nhin c th loi b bt
nhng chin lc khng m bo tnh h thng............................................................................72
2.3. Giai on quyt nh........................................................................................................72
Giai on ny thng c thc hin bng phng php chuyn gia. Nhm chuyn gia c
thnh lp bao gm cc nh qun tr v cc chuyn vin, i din cho cc phng ban, b phn, cc
lnh vc v khu vc a l m doanh nghip c hot ng lin quan n chin lc c hoch
nh. Trn c s kt qu t c t giai on 2 ca qu trnh, cc chuyn gia tin hnh tho lun
su v lp danh sch cc chin lc la chn. Sau , cc chuyn gia phn tch, tho lun su hn
v tng chin lc c la chn vo danh sch v tin hnh cho im xp th t cho cc
chin lc.......................................................................................................................................72
Thang im c s dng l 1, 2, 3, 4, th hin mc quan tm ca chuyn gia ti chin lc.
Trong , 1 = chin lc khng nn thc hin, 2 = chin lc c th thc hin, 3 = chin lc c
kh nng thc hin tt, 4 = chin lc c y kh nng thc hin tt. Tnh im trung bnh ca
tt c cc chuyn gia cho tng chin lc, trn c s lp danh sch cc chin lc theo th t
u tin v lc ra nhng chin lc tt nht....................................................................................73
Cng vi phng php chuyn gia, cng c quan trng s dng trong giai on ny l ma trn
hoch nh chin lc c kh nng la chn (QSPM Quantitative Strategic Planning Matrix). 73
Ma trn QSPM................................................................................................................................73
Ma trn QSPM l cng c hu hiu cho php cc chuyn gia c th nh gi mt cch khch
quan cc chin lc c th la chn. Ma trn QSPM i hi s phn on nhy bn, chnh xc
bng trc gic ca cc chuyn gia..................................................................................................73
- Bn tri ca ma trn QSPM bao gm cc yu t bn trong v bn ngoi (ly t kt qu phn
tch giai on 1), v hng trn cng bao gm cc chin lc kh thi c kh nng la chn (ly t
kt qu phn tch giai on 2). .......................................................................................................73
- Ct bn tri ca ma trn QSPM gm nhng thng tin c ly trc tip t ma trn EFE v ma
trn IFE. Bn cnh ct cc yu t thnh cng ch yu l ct phn loi tng ng ca mi yu t
trong ma trn EFE v ma trn IFE. ................................................................................................73
- Hng trn cng ca ma trn QSPM bao gm cc chin lc c kh nng la chn c rt ra t
ma trn SWOT. Tuy nhin, khng phi tt c cc chin lc kt hp c trong phn tch SWOT
u c nh gi trong ma trn QSPM........................................................................................73
CC YU T CHNH...................................................................................................................73
(yu t thnh cng ch yu)...........................................................................................................73
H s phn loi...............................................................................................................................73
CC CHIN LC C TH.......................................................................................................73
LA CHN...................................................................................................................................73
Chin lc 1....................................................................................................................................73
Chin lc 2....................................................................................................................................73
Chin lc 3....................................................................................................................................73
Cc yu t bn trong.......................................................................................................................73
Qun tr...........................................................................................................................................73
Marketing........................................................................................................................................73
Ti chnh/ K ton..........................................................................................................................73
Sn xut/ thc hin.........................................................................................................................73
Nghin cu v pht trin.................................................................................................................73
Cc h thng thng tin....................................................................................................................73
Cc yu t bn ngoi......................................................................................................................73
Kinh t............................................................................................................................................73
Chnh tr/ lut php/ chnh ph.......................................................................................................73
X hi/ vn ha/ dn s..................................................................................................................73
K thut..........................................................................................................................................73
Cnh tranh.......................................................................................................................................73
Hnh 5.3. Ma trn QSPM................................................................................................................74
Cc yu t bn trong: 1 = rt yu, 2 = yu, 3 = mnh, 4 = rt mnh..............................................74
Cc yu t bn ngoi: 1 = phn ng ca doanh nghip rt yu km;.............................................74
2 = phn ng ca doanh nghip mc trung bnh;.....................................................................74
3 = phn ng ca doanh nghip trn mc trung bnh;....................................................................74
4 = phn ng ca doanh nghip rt tt.......................................................................................74
Ma trn QSPM xc nh tnh hp dn ca cc chin lc khc nhau bng cch tn dng hay ci
thin cc yu t ch yu ca mi trng bn ngoi v bn trong ca doanh nghip. S lng
chin lc c so snh trong mt ma trn QSPM l khng hn ch v c th s dng nhiu ma
trn so snh nhiu nhm chin lc. Nhng cn lu : ch c nhng chin lc trong cng
mt nhm mi c th so snh vi nhau trong cng mt ma trn QSPM........................................74
6 bc xy dng ma trn QSPM:.............................................................................................74
Bc 1. Lit k cc c hi/ mi e da ln bn ngoi v cc im yu/ mnh quan trng bn
trong ct bn tri ca ma trn QSPM. Cc thng tin ny nn ly trc tip t ma trn EFE v
IFE. Ma trn QSPM nn bao gm 10 yu t thnh cng quan trng bn ngoi v 10 yu t thnh
cng quan trng bn trong..............................................................................................................74
Bc 2. Phn loi cho mi yu t thnh cng quan trng bn ngoi v bn trong.......................74
Bc 3. Nghin cu cc ma trn giai on 2 (kt hp) v xc nh cc chin lc c th thay
th m t chc nn xem xt thc hin. Tp hp cc chin lc c th thnh cc nhm ring
bit, c th c nhiu nhm khc nhau trong mt doanh nghip.....................................................74
Bc 4. Xc nh s im hp dn (AS Attractiveness Score), l gi tr bng s biu th tnh
hp dn tng i ca mi chin lc trong nhm cc chin lc c th thay th no ............74
S im hp dn c xc nh bng cch xem xt mi yu t thnh cng quan trng bn trong
v bn ngoi, tng yu t mt v t cu hi yu t ny nh hng nh th no n s la chn
cc chin lc c nh gi?. Nu cu tr li l c th cc chin lc nn c so snh
c lin quan n yu t quan trng ny. Xt v mt yu t ring bit, s im hp dn c phn
cho mi chin lc biu th tnh hp dn tng i ca mi chin lc so vi cc chin lc
khc.................................................................................................................................................74
S im hp dn c phn t 1 = khng hp dn, 2 = t hp dn, 3 = kh hp dn, 4 = rt hp
dn..................................................................................................................................................74
Th phn..........................................................................................................................................75
Cht lng sn phm......................................................................................................................75
Chu k sng ca sn phm.............................................................................................................75
Lng trung thnh ca khch hng...................................................................................................75
S dng cng sut cnh tranh....................................................................................................75
B quyt cng ngh.........................................................................................................................75
S kim sot i vi nh cung cp v phn phi...........................................................................75
Mc tng trng tim nng............................................................................................................75
Mc li nhun tim nng................................................................................................................75
S n nh v ti chnh...................................................................................................................75
B quyt cng ngh.........................................................................................................................75
S s dng ngun lc.....................................................................................................................75
Quy m vn....................................................................................................................................75
S d dng thm thp th trng....................................................................................................75
S dng nng sut, cng sut.........................................................................................................75
6 bc pht trin mt ma trn SPACE:..........................................................................................75
Bc 1. Chn mt nhm cc bin s th hin sc mnh ti chnh (FS), li th cnh tranh (CA), s
n nh ca mi trng (ES) v sc mnh ca ngnh (IS).............................................................75
Bc 2. n nh gi tr bng s t: +1 (xu nht) ti +6 (tt nht) cho mi bin s thuc nhm
yu t FS v IS. n nh gi tr bng s t -1 (tt nht) ti -6 (xu nht) cho mi bin s thuc
nhm yu t ES v CA...................................................................................................................76
Bc 3. Tnh s im trung bnh cho FS, IS, ES, CA bng cch cng cc gi tr n nh cho
nhng bin s ca mi nhm yu t ri chia cho s bin s thuc nhm yu t tng ng..........76
Bc 4. nh du s im trung bnh ca FS, IS, ES v CA trn trc thch hp ca ma trn
SPACE............................................................................................................................................76
Bc 5. Cng 2 s im ca trc X v nh du im kt qu trn trc X. Cng 2 s im ca
trc Y v nh du im kt qu trn trc Y. nh du giao im ca 2 im mi trn trc X, Y
ny..................................................................................................................................................76
Bc 6. V vc t c hng t im gc ca ma trn SPACE qua giao im mi. Vc t ny biu
th loi chin lc m t chc nn chn la: tn cng, cnh tranh, phng th, hay thn trng.....76
3.2. Ma trn BCG (Boston Consulting Group).......................................................................76
Khi doanh nghip hot ng trong nhiu ngnh kinh doanh khc nhau, th cn xc nh chin
lc ring bit cho tng b phn kinh doanh ca n. Ma trn BCG nhm xc nh nhng yu cu
v vn u t (dng tin) v nhng ni c th to ra ngun vn u t nhng n v kinh
doanh chin lc (SBU) khc nhau trong cu trc kinh doanh ca doanh nghip, trn c s s
quyt nh nhng chin lc thch hp cho tng SBU. Phng php BCG c thc hin qua 3
bc:...............................................................................................................................................76
- Phn chia doanh nghip thnh cc SBU v nh gi trin vng tng lai ca chng.................76
- Da vo kt qu phn loi sp xp cc SBU vo ma trn BCG..............................................77
- Xc nh chin lc cho tng SBU..............................................................................................77
Bc 1. Xc nh danh mc cc SBU v nh gi trin vng tng lai ca chng.......................77
Cn c phn chia doanh nghip ra thnh cc SBU khc nhau l cc lnh vc kinh doanh ca
n....................................................................................................................................................77
Trn c s danh mc cc SBU danh mc u t, c xc nh, tin hnh nh gi trin
vng tng lai ca tng SBU. Tiu ch nh gi l th phn tng i ca SBU v tc tng
trng ca ngnh............................................................................................................................77
kim tra li c thc chi tit ha bng nhng ch tiu c th, v d :khi kim tra chi ph cn
xem xt:........................................................................................................................................104
- Chi ph sn xut, phn b trc tip vo gi thnh sn phm, dch v........................................104
- Chi ph ph tr, chi ph h tr cho sn xut c tnh vo gi sn phm..................................104
- Ph bo him...............................................................................................................................104
- Chi ph khc...............................................................................................................................104
2.2.2. ra tiu chun nh gi...............................................................................................104
Sau khi xc nhni dung kim tra, ban lnh o cn nh ra tiu chun kim tra, nh gi mi
kha cnh thnh tch. Nu khng c tiu chun kim tra nh gi th vic kim tra khng th thc
hin c hiu qu c...................................................................................................................104
Theo Richarch Rumelk, nh gi chin lc cn da vo bn tiu ch :...............................104
- Nht qun...................................................................................................................................104
- Ph hp.......................................................................................................................................104
- Kh thi........................................................................................................................................104
- Thun li....................................................................................................................................104
nh gi thnh tch mt cch chnh xc, mang li kt qu mong i cn da vo cc tiu
chun c tnh :...............................................................................................................................104
- C th, r rng............................................................................................................................104
- C nhng tiu chun thay th.....................................................................................................104
- Chp nhn mt sai s cho php..................................................................................................104
2.2.3. o lng kt qu t c.................................................................................................104
Cc phng php o lng kt qu hat ng:...........................................................................104
a. nh gi theo cc ch tiu marketing........................................................................................104
C nm ch tiu marketingchnh cn nh gi v phn tch:.......................................................104
- Phn tch doanh s bn hng.....................................................................................................104
- Phn tch th phn......................................................................................................................104
-T l chi ph marekting trn doanh s bn ra : T l chi ph cho lc lng bn hng/doanh s
bn, qung co/doanh s bn, nghin cu marketing/doanh s bn, chi ph qun l hnh chnh/
doanh s bn.................................................................................................................................104
- Tm hiu thi ca khch hng qua thu c cc ch s quan trng v cht, phn nh s
pht trin khch hng (Sdng mt h thng cho khch hng khiu ni v gp , ghi chp s b
v khch hng, tin hnh kho st khch mua hng)................................................................105
- Phn tch hiu qa : trc ht nhm kim tra hiu qu ca cc lc lng bn hng, cng tc
qung co, khuyn mi, phn phi hng......................................................................................105
Ch s hiu qu ca lc lng bn hng bao gm: s ln bn hng trung bnh trong mt ngy,
thi gian trung bnh mi ln bn hng, doanh s trung bnh ca mi ln bn, chi ph bnh qun
ca mi ln bn hng....................................................................................................................105
Ch s hiu qu ca cng tc qung co bao gm: chi ph bnh qun tnh trn 1000 khch hng,
ch tiu v thi ca khch hng tr v sau khi tin hnh qung co, s n hng nhn c
sau mi ln qungco...................................................................................................................105
Ch s hiu qu khuyn mi bao gm : t l % gi tr ca cc phiu trng thng v chi ph pht
sinh so vi doanh s bn ra...........................................................................................................105
Ch s hiu qu ca cng tc phn phi hng ha bao gm : chi ph cho mi ln giao hng cho
khch hng v s ln giao hng trung bnh trong mt ngy.........................................................105
b. Cc ch tiu v ngun nhn lc.................................................................................................105
Phng php nh gi:................................................................................................................105
Tm nhn chin lc l mt hnh nh, tiu chun, hnh tng c o v l tng trong
tng lai, l nhng iu DN nn t ti hoc tr thnh.
1.4.2. Nhim v kinh doanh (S mnh Mission)
Nhim v c hiu l l do tn ti, ngha ca s tn ti v hot ng ca DN. S
mng th hin r hn nhng nim tin v nhng ch dn hng ti tm nhn c xc nh v
thng c th hin di dng bn tuyn b v s mng ca DN.
DN tn ti nhm mc ch g?
S mng ca DN c mc tiu duy nht nhm phn bit DN ny vi DN khc (sn phm,
th trng, cng ngh, ). S mng l c s quan trng cho vic la chn ng n cc mc
tiu v cc chin lc ca DN, s mng gip to lp v cng c hnh nh DN trc x hi cng
nh to ra s hp dn i vi cc i tng c lin quan.
1.4.3. Mc tiu chin lc
Mc tiu chin lc l nhng trng thi, nhng ct mc, nhng tiu thc c th m mt
doanh nghip mun t c trong khong thi gian nht nh.
Mc tiu chin lc nhm chuyn ha tm nhn v s mng ca DN thnh cc mc tiu
thc hin c th, c th o lng c.
Tm nhn S mnh Mc tu
1.4.4. Chnh sch
Chnh sch bao gm nhng nguyn tc ch o, nhng phng php, qui tc, th tc, hnh
thc v nhng cng vic hnh chnh c thit lp h tr v thc y cng vic theo nhng
mc tiu ra. Cc chnh sch l cc cng c cho vic thc thi chin lc.
Chnh sch l phng tin t c cc mc tiu ngn hn.
Chinh sch
Chin lc
Mc tiu
1.4.5. n v kinh doanh chin lc SBU hay strategic business unit l mt khi nim cn bn
ca qun tr, qun tr chin lc. Mi n v kinh doanh c xy dng khc nhau v nh v trn
cc so snh cc m hnh, cc ma trn khc nhau.
n v kinh doanh chin lc l mt n v kinh doanh ring l hoc trn mt tp hp cc ngnh
kinh doanh c lien quan (cp sn phm th trng), c ng gp vo s thnh cng ca doanh
nghip, c th c hoch nh ring bit vi cc phn cn li ca doanh nghip, c mt tp hp
cc i th cnh tranh trn mt th trng xc nh.
1.4.6. C hi/ thch thc, im mnh/ im yu
a. C hi/Thch thc: khuynh hng & s kin khch quan ca mi trng c nh hng n
DN trong tng lai.
C hi l mt lnh vc nhu cu ca khch hng m doanh nghip c th thc hin vic
p ng mt cch c li .
Thch thc l mt nguy c do mt xu th hoc mt s pht trin khng c li, c th
dn ti thit hi cho doanh thu hay li nhun ca doanh nghip nu khng c cc bin php
bo v.
b. Th mnh v im yu bn trong ca DN l nhng hot ng c th kim sot c trong
ni b DN. N l cc lnh vc m doanh nghip v ang thc hin tt (th mnh) hoc km
3
(im yu).
2. CC CP CHIN LC V CC LOI CHIN LC
2.1. Cc cp chin lc
Trc y, ngi ta thng phn h thng chin lc trong mt cng ty thnh ba cp:
- Chin lc cp cng ty (Corporate strategy).
- Chin lc cp n v kinh doanh (Strategic Business Unit SBU).
- Chin lc cp chc nng ( Functional strategy).
Hin nay, vi xu th ton cu ha, nhiu cng ty nhanh chng a hat ng ca mnh
vt ra khi bin gii quc gia v ngi ta ni ti mt cp chin lc th t:
- Chin lc ton cu(Global strategy).
2.1.1. Chin lc cp cng ty
Chin lc cp cng ty (chin lc tng th/chin lc chung) hng ti cc mc tiu c
bn di hn trong phm vi ca c cng ty. cp ny, chin lc phi tr li c cc cu hi:
Cc hat ng no c th gip cng ty t c kh nng sinh li cc i, gip cng ty tn ti v
pht trin?. V vy c v s chin lc cp cng ty vi nhng tn gi khc nhau, mi tc gi c
th phn loi, gi tn theo cch ring ca mnh.Theo Fred R.David, chin lc cp cng ty c th
phn thnh 14 loi c bn: Kt hp v pha trc, kt hp v pha sau, kt hp theo chiu ngang,
thm nhp th trng, pht trin th trng, pht trin sn phm, a dng ha hat ng ng tm,
a dng ha hat ng kt ni, a dng ha hat ng theo chiu ngang, lin doanh, thu hp hat
ng, ct b hat ng, thanh l, tng hp. Trong , mi loi chin lc va nu li bao gm
nhiu hat ng c th. V d nh: Chin lc thm nhp th trng c th gm gia tng lc
lng bn hng, tng chi ph qung co, tin hnh cc hat ng khuyn mi gia tng th
phn trong mt khu vc a l.
2.1.2. Chin lc cp n v kinh doanh (SBU)
Chin lc cp n v kinh doanh (gi tt l chin lc kinh doanh) lin quan n cch
thc cnh tranh thnh cng trn cc th trng c th. Chin lc kinh doanh bao gm cch thc
cnh tranh m t chc la chn, cch thc t chc nh v trn th trng t c li th cnh
tranh v cc chin lc nh khc nhau c th s dng trong bi cnh c th ca mi ngnh. The
Michael Porter c ba chin lc cnh tranh tng qut: Chin lc chi ph thp, chin lc khc
bit ha sn phm v chin lc tp trung vo mt phn khc th trng nht nh.
2.1.3. Chin lc cp chc nng
Chin lc cp chc nng hay cn gi l chin lc hat ng, l chin lc ca cc b
phn chc nng (sn xut, marketing, ti chnh, nghin cu v pht trin). Cc chin lc ny
gip hon thin, nng cao hiu qu hat ng trong phm vi cng ty, do gip cc chin lc
kinh doanh, chin lc cp cng ty thc hin mt cch hu hiu.
khng ngng nng cao kh nng cnh tranh, hiu qu hat ng ca cong ty p ng
yu cu ca khch hng, ca th trng, cn xy dng h thng cc chin lc hon thin hat
ng ca cng ty cc b phn chc nng.
2.1.4. Chin lc ton cu
thm nhp v cnh tranh trong mi trng ton cu, cc cng ty c th s dng 4
chin lc c bn sau:
- Chin lc a quc gia
- Chin lc quc t
4
- Chin lc ton cu
- Chin lc xuyn quc gia.
2.2. Cc loi chin lc
Chin lc tng qut l cc phng n Chin lc khc nhau ca chng trnh hnh ng
nhm hin thc ho nhim v v mc tiu Chin lc ca doanh nghip.
Tu theo mc tiu tng trng m doanh nghip c th la chn mt trong s cc loi
Chin lc tng qut ch yu sau :
2.2.1. Chin lc tng trng tp trung (Chin lc pht trin chuyn su)
L Chin lc tp trung mi n lc v c hi pht trin cc sn phm hin c trn
nhng th trng hin c bng cch tng cng chuyn mn ho, pht trin th phn v gia tng
doanh s, li nhun.
Chin lc tng trng tp trung c trin khai theo 3 hng Chin lc c th sau:
a. Chin lc thm nhp th trng
Khng lm thay i bt k yu t cu thnh no, m ch nhm tng th phn ca cc sn
phm, dch v hin c trn th trng hin c bng nhng n lc tip th mnh m v hiu qu
hn.
V d: tng doanh s bn xe BMW tai Vit Nam, Euro Autocho ra mt Trung tm dch
v xe BMW qua s dng, vi mc tiu chm sc khch hng mt cch tt nht. Tai y, s
cung cp cc dch v: nhn k gi trng by xe BMW, cung cp dch v gi tr gia tng, i xe
BMW c ly xe mi, kim tra cht lngv pht hnh phiu nh gi cht lng xe BMW.
* Bin php p dng:
- Tng s nhn vin bn hng.
- Tng cng cc hot ng qung co.
- y mnh cc hot ng khuyn mi.
* Mc ch:
- Tng s lng hng ha mi ln mua.
- S dng hng nhiu hn v thng xuyn hn vi sn phm, dch v ca doanh nghip.
* iu kin vn dng:
- Nhu cu th trng vn cn tng, cha bo ho.
- Tc tng dn s nhanh hn tc tng chi ph marketing.
- C th tit kim chi ph do tng quy m v chuyn mn ho to u th cnh tranh.
- Th phn ca cc i th cnh tranh ang gim st.
b. Chin lc pht trin th trng
L chin lc tm kim s tng trng bng cch m rng s tham gia ca cc sn phm
hin c vo nhng khu vc th trng, khch hng mi.
V d: Ngn hng u ft v Pht trin VN m vn phng i din ti Campuchia, cng
vi cng ty Phng Nam gp vn thnh lp Cng ty c phn u t v Pht trin 100% vn VN
ti Campuchia. Vietnam Airlines tham gia u t vo lnh vc hng khng Campuchia, cng vi
cc i tc ca bn gp vn thnh lp Hng Hng khng quc gia Campuchia Cambodia
AngkorAir. Saigontourist s mua 5 khch sn nc ngoi, n cui nm 2009 s kt thuc
5
sthng v mua khch sn Francisco, California, Hoa K, tip s m phn mua khch sn
Tokyo, Berlin, Hong Kong, Maxcva.
* Mc ch:
- Tm kim c hi m rng th trng.
- Tip tc gia tng quy m sn xut.
- Thu ht nhng khch hng s dng mi
* iu kin vn dng:
- Doanh nghip c h thng knh phn phi nng ng hiu qu.
- C nhiu kh nng thm nhp th trng mi (vn, nhn lc).
- Khch hng ang c s chuyn hng s thch v nh gi
.
- Doanh nghip vn cn tha nng lc sn xut
c. Chin lc pht trin sn phm
L chin lc tng trng trn c s pht trin cc sn phm mi, ci tin cc sn phm
hin c khai thc mnh m v hiu qu hn th trng hin c ca doanh nghip. N i hi
phi c nhng chi ph tho ng cho hot ng nghin cu v pht trin sn phm.
V d: Trong giai on cc k kh khn, khng hong ti chnh v suy thoi kinh t ton
cu, th trng a c ng bng, Cng ty TNHH LD Ph M Hng p dng chin lc pht
trin sn phm, a ra dng sn phm c o, cht lng cao v thnh cng rc r. T thng
1 n thng 3 nm 2009, cng ty cng b d n Riverside Residence mt a danh thanh th
ven song, vi v tr tuyt p, khng gian sng l tng, thit k p, hin i, gi c v tin
thanh ton hp l, uy tn v trnh qun l chung c cao cp chuyn nghip. Tt c nhng iu
gip cng ty thnh cng ngon mc, qua ba t m bn bn ht ngay 100% sn phm
ca d n (hn 600 cn h). Pht huy thnh qu t c, thng 7 v 8 nm 2009, cng ty tip
tc cng b d n Riverpark Residence cng ng hin i ven song do cng ty Axel Korn
Architektur (c) thit k, vi kin trc kiu Chu u, tn dng u th hai mt thin nhin, tin
nghi y , d n thu ht c ng o khch hng v trong t m bn th nht bn ht
nagy 100% sn phm cng b.
* Mc ch:
- Cng c v gi vng th trng truyn thng.
- To lp c cu chng loi sn phm thch hp, c kh nng cnh tranh th trng .
- i mi c cu khch hng v th trng
* iu kin p dng:
- Doanh nghip c kh nng mnh v nghin cu v pht trin.
- Sn phm c chu k ngn, tc i mi cng ngh cao.
- i th cnh tranh c s chuyn hng u t hoc kinh doanh lnh vc mi.
Tm li li th ca Chin lc tng trng tp trung cho php doanh nghip tp hp mi
ngun lc ca doanh nghip vo cc hot ng s trng v truyn thng ca mnh tp trung
khai thc cc im mnh, pht trin quy m kinh doanh trn c s u tin chuyn mn ho sn
xut v i mi cng ngh sn phm, dch v.
2.2.2. Chin lc pht trin hi nhp
L chin lc pht trin doanh nghip trn c s thit lp v m rng mi quan h lin kt
vi cc trung gian v i th cnh tranh trong mt s lnh vc nht nh.
6
ngh sn xut, lnh vc kinh doanh, i tng khch hng vi mt h thng cc chng trnh
phn phi, nh gi, qung co, khuyn mi hon ton i mi.
Chin lc ny thng c s dng nhm tng quy m v th phn nhanh chng, khc
phc nhng khim khuyt v c th vt ra khi b tc hin ti. Tuy nhin n i hi chi ph ln,
nhiu ri ro v c s i mi rt c bn trong sn xut v qun l tiu th.
V d: Tp on Du kh Vit Nam v Tp on Cng nghip Than v Khong sn Vit
Nam k tha thun hp tc trn nhiu lnh vc nh: cng hp tc u t thm d v khai thc
cc m than Thi Bnh, tm c hi khai thc cc m than n ngoi, nhp khu than cung
cp cho cc nh my nhit in chy bng than, tt chc cng ty vn ti than, kinh doanh bt
ng sn, xy dng cng v pht trin cc c s h tng khc, hp tc trong lnh vc ti chnh,
ngn hng, bo him, chng khon.
* iu kin p dng:
- Doanh s v li nhun doanh nghip ang gim st.
- Th trng hin ti bo ho, nhiu thch thc.
- Doanh nghip ng trc nhng c hi mi v u i u t, chuyn giao cng ngh
- Doanh nghip c i ng qun tr nng ng, nhy bn.
2.2.4. Mt s chin lc khc
a. Chin lc lin doanh
L chin lc pht trin c s dng khi hai hay nhiu cng ty thnh lp nn mt cng
ty th ba (c lp vi cc cng ty m) nhm mc ch khai thc mt c hi no .
V d: Cng ty Acecook Vit Nam va hp tc vi Tp onKirin (Nt Bn) thnh lp
Cng ty nc gii kht Kirin Acecook Vit nam. Theo tha thun lien doanh, cng ty ny s u
t 60 triu USD xy dng nh my sn xut nc gii kht ti Bnh Dng. Dng sn phm
u tin ca cng ty l loi nc gii kht c ngun gc thin nhin pha them sa mang thng
hiu Latte. Thng 7/2009 cng ty chnh thc gii thiu vo th trng Vit Namnhn hng Jcha
tr xanh ph cch t Nht Bn. im c bit cn lu , v mt qun l cht lng cng ty p
dng cng ngh v phng php qun l t Kirin Baverage Nht Bn (cng ty m), sn phm
c qun l cht ch t nguyn liu u vo, trong sut qu trnh sn xut, ng gi, cho n
khi ra thnh phm, v cung cp cho khch hng.
Trong iu kin ton cu ha, cc hnh thc lien doanh, lien kt, hp ng hp tc kinh
doanhc s dng ngy cng nhiu, bi chng cho php cc cng ty ci tin h thng thng tin,
pht trin quan h hp tc, s dng c hiu qu ngun vn v cng ngh pht trin sn phm
mi, th trng mi, m rng hat ng trn ton cu, gim c nhiu ri ro.
b. Chin lc thu hp hot ng kinh doanh
Chin lc thu hp hat ng xy ra khi mt cng ty t ch li/ cng c hat ng thng
qua vic ct gim bt chi ph v ti sn nhm cu vn tnh th b tc v suy gim, tp trung hn
cho vic cng c nhng nng lc c bit c bn ca doanh nghip. Tu theo mc thu hp m
la chn Chin lc c th sau:
- Ct gim chi ph hin ti.
- Rt bt u t, loi b mt s lnh vc km hiu qu: bn i mt b phn/ mt chi
nhnh/ mt phn cng ty hat ng khng c li hoc i hi qu nhiu vn, hoc khng ph hp
vi cc hat ng chung ca cng ty tng vn cho cc hat ng khc.
9
Ni dung v bin
php
iu kin p dng
Chin lc
1. Thm nhp th
trng (Sn phm
hin c th trng
hin c)
Chin lc tng 2. Pht trin th
trng tp trung
trng (Sn phm
(Mi quan h doanh hin c th trng
nghip Khch hng ) mi)
3. Pht trin sn
phm (Sn phm mi
th trng hin c)
1. a dng ho ng
tm (Sn phm mi
cng cng ngh sn
phm hin c).
2. a dng ho
Chin lc pht trin
ngang (Sn phm
a dng ho (Hot
mi khc sn phm
ng u t ca
hin c)
doanh nghip)
3. QUN TR CHIN LC
3.1. Cc khi nim qun tr chin lc
C nhiu tc gi nghin cu v chin lc, nn cng c nhiu tc gi vit v qun tr
chin lc vi nhng cch trnh by khc nhau.
Trong giai on u ca qu trnh hnh thnh v pht trin l thuyt qun tr chin lc,
ngi ta tng xem chin lc l k hoch di hn, l b phn hp thnh trong h thng k
hoch ca t chc v v vy ch nhn mnh n chc nng hoch nh chin lc.Lc by gi,
khi ni n qun tr chin lc ngi ta thng dng cm t chin lc v chnh sch kinh
doanh v nh ngha l tp hp cc quyt nh, ch cha ch trng n qu trnh, n chui
cc hat ng khp kn thc hin y cc chc nng qun tr trong qun tr chin lc. Sau
y l mt s nh ngha qun tr chin lc theo khuynh hng ny:
- Qun tr Chin lc l qu trnh qun l theo ui cc chc nng, nhim v ca mt t
chc vi mi trng kinh doanh.
- Qun tr Chin lc l s tp hp cc quyt nh v hnh ng qun l nhm bo m
s thnh cng lu di cho t chc.
11
Hoch
nh
chin
lc
(1)
(2)
nh gi mi trng
bn noi
(3)
nh gi mi trng
bn trong
Bn cht nh gi ni b, cng tc nh gi
cc mt hat ng chnh ca cng ty
S dng cc m hnh, kt hp nh gi nh
tnh v nh lng, chn ra mt m hnh chin
lc hp l cho cng ty.
Hnh 1.1. M hnh cc bc cng vic trong giai on hoch nh chin lc.
Hoch nh Chin lc c trin khai theo 4 hot ng c bn sau:
- Xc nh nhim v (s mnh) v cc mc tiu ch yu:
Bc u tin ca qu trnh qun tr chin lc l xc nh s mnh v cc mc tiu ch
yu ca t chc. S mnh v mc tiu ch yu ca t chc cung cp mt bi cnh xy dng
cc chin lc.
S mnh trnh by l do tn ti ca t chc v ch ra n s lm g. V d, s mnh ca
mt hng hng khng quc gia c th p ng nhu cu i li tc cao cho khch hng vi gi
c hp l. Tng t, s mnh ca Yahoo! c th l lin kt mi ngi ti bt k ai v bt c
iu g.
Cc mc tiu ch yu xc nh nhng g m t chc hy vng p ng trong phm vi trung
v di hn. Hu ht cc t chc theo ui li nhun, mc tiu t c nng lc vt tri chim
v tr hng u. Cc mc tiu th nh l cc mc tiu m cng ty xt thy cn thit nu h mun
t n nng lc vt tri.
Nhng mc tiu rt thit yu cho s thnh cng ca t chc, v chng ch ra chiu hng,
gip nh gi, to ra nng lng, cho thy nhng u tin, cho php hptc v cung cp c s
cho vic lp k hoch mt cch hiu qu, cho vic t chc, khuyn khch v kim sot cc hat
ng. Cc mc tiu nn c tnh thch thc, c th o lng c, ph hp, hp l v r rng.
(4)
13
Trong mt cng ty c nhiu b phn, cc mc tiu nn c thit lp cho ton cng ty v cho mi
b phn..
- Phn tch cc yu t mi trng bn ngoi:
B phn th hai ca qu trnh qun tr chin lc l phn tch mi trng hat ng bn
ngoi t chc. Mc tiu ca phn tch bn ngoi l nhn thc cc c hi t mi trng m doanh
nghip nn nm bt, ng thi l nhng nguy c cng t mi trng em li, c th gy ra nhng
thch thc cho cng ty, m n cn phi trnh.
Rt nhiu t chc tn ti c ch yu l do h nhn ra v nm bt ly nhng c
hi. Cng ty sn xut my tnh c nhn Hays (Hays Microcomputer Products HMP) nm
c thi c vng trong thp nin 1980. Ch l mtcng ty t nhn nh b Atlanta (M), HMP
ngy nay dnh c ti 70% th phn th trng bn l Modem (mt thit b ngoi vi dng
ni cc my tnh c nhn va mng internet hoc dng cho cc mc ch truyn d liu khc).
- Phn tch mi trng bn trong:
Phn tch bn trong l b phn th ba ca qu trnh qun tr chin lc, nhm tm ra
nhng im mnh, im yu ca t chc. Cc t chc n lc theo ui nhng chin lc tn
dng nhng im mnh bn trong v ci thin nhng im yu.
- Phn tch v la chn Chin lc ti u.
Phn vic tip theo l xc nh ra cc phng n chin lc ng vi cc im mnh, im
yu, c hi, e da xc nh ca cng ty. S so snh cc im mnh, im yu, c hi, e da
thng c gi l phn tch SWOT.Mc ch ca phn tch SWOT l nhn din cc chin lc
m n didnhj hng, to s ph hp hay tng xng gia cc ngun lc v kh nng ca cng ty
vi nhu cu ca mi trng trong cng ty ang hat ng. Theo cc trng phi hin i ca
qun tr chin lc, giai on ny cntin xa hn na vo vic nhn thc r bn cht v th cnh
tranh trn c so phn tch tm ra nhng ngun lc, kh nng v nng lc ct li lm c s
cho vic pht trin cc la chn chin lc.
Trong giai on ny c th s dng nhng cng c phn tch sau:
- Ma trn nh gi cc yu t bn ngoi (EFE).
- Ma trn nh gi cc yu t bn trong (IFE).
- Ma trn nh gi hot ng v v tr Chin lc (SPACE).
- Ma trn nhm t vn Boston (BCG).
- Ma trn k hoch Chin lc nh lng (QSPM).
T chc phi nh gi nhiu phng n tng ng vi cc kh nng c th t c mc
tiu chnh. Cc phng n chin lc c to ra c th bao gm cp n v kinh doanh, cp
chc nng, cp cng ty hay cc chin lc ton cu cho php tn ti mt cch tt nht thch hp
vi s thay i nahnh chng ca mi trng cnh tranh ton cu nh l mt c im ca hu ht
cc ngnh hin i.
V doanh nghip lun b hn ch bi cc ngun lc nn phi la chn mt Chin lc hp
l nht, lin quan n nhng yu t sng cn ca doanh nghip : sn phm, cng ngh, th
trng, ngun ti nguyn, cc lin i trong mt thi gian di ca tng lai.
Giai on hoch nh l giai on quan trng c ngha quyt nh ton b tin trnh
Qun tr Chin lc. N i hi cc nh Chin lc phi kt hp gia trc gic phn on vi
phn tch h thng s liu trong vic a ra v la chn cc phng n Chin lc thay th.
3.3.2. Giai on thc thi chin lc
14
y l giai on hnh ng ca Qun tr Chin lc. trin khai thc hin Chin lc
c lc chn vo thc tin kinh doanh, cn c k hoch hnh ng c th v t chc, nhn s
v kinh ph thch hp c th huy ng v s dng ti a mi ngun lc bn trong v bn
ngoi ca t chc, to thnh sc mnh tng hp v ng b hng ti mc tiu chung thng nht.
Ba hot ng c bn ca thc thi l:
- Thit lp cc mc tiu hng nm.
- Xy dng cc chnh sch thc hin.
- Phn phi cc ngun ti nguyn.
y l giai on kh khn nht v phc tp nht, n i hi tnh k lut, s tn tu v c
hy sinh ca mi c nhn trong t chc.
Thch thc ca vic thc thi l kh nng kch thch v thc y cc nhn vin lm vic
vi lng t ho v nhit tnh hng ti cc mc tiu chung then cht.
3.3.3. Giai on kim tra v nh gi chin lc
y l giai on cui cng ca qun tr chin lc. Tt c cc chin lc thc hin t kt
qu cao thp u tu thuc vo s thay i ca cc yu t mi trng. V vy cn tp trung vo
cc vn :
- Xem xt li cc yu t l c s cho chin lc hin ti.
- o lng thnh tch v kt qu t c.
- Thc hin cc hot ng iu chnh.
nh gi chin lc l cn thit bt buc v s thnh cng hin ti khng th bo m s
thnh cng tng lai. S thnh cng lun to ra cc vn mi khc, v vy phi c s xem xt
v iu chnh lin tc, kp thi.
Bng 1.2. Cc giai on v cc hot ng trong qun tr chin lc.
Hoch nh
Chin lc :
Thc thi
Chin lc :
nh gi
Chin lc :
Kt hp trc gi
V phn tch
a ra quyt
nh
Thit lp mc tiu
Hng nm
ra cc chnh
sch
Xem xt li cc
Yu t
o lng kt qu
Thc hin iu
chnh
Phn tch
bn ngoi
xc nh
c hi e
do
Nhn thc,
chc nng,
nhim v,
Chin lc
hin ti
Thit lp
mc tiu
Chin lc
(di hn)
Phn
phi cc
ngun ti
nguyn
Pht trin
chc nng,
nhim v (s
mnh)
Nhn thc,
chc nng,
nhim v,
Chin lc
hin ti
Xy dng
mc tiu
ngn hn
(hng nm)
La chn
Chin lc
ti u
o lng v
nh gi,
iu chnh
Chin lc
ra cc
chnh sch
thc hin
nh gi Chin
lc
17
CU HI N TP
1. Chin lc l g? Trnh by hiu bit ca anh/ch v vn ny v cc khi nim c lin quan.
2. V sao kinh doanh trong nn kinh t th trng cc doanh nghip phi c chin lc kinh doanh
?
3. Cc cp chin lc? Chin lc cp cng ty? Chin lc cp n v kinh doanh? Chin lc
cp chc nng? Chin lc ton cu?
4. Cc loi chin lc? Trnh by hiu bit ca anh/ch v 14 loi chin lc c bn cp cng ty
theo quan im ca Fred R.David, cho v d c th cho tng loi chin lc.
5. Qun tr chin lc l g ?
6. Tm tt nhng ni dung c bn ca qu trnh qun tr chin lc ? Trnh by su hn v tng
gia on: Hoch nh chin lc, thc hin chin lc v nh gi chin lc.
7. ngha ca qun tr chin lc?
BI TP THO LUN
Bi 1:
Lp cc nhm t 5 n 10 sinh vin, tho lun, chn mt cng ty tin hnh nghin cu.
Bc 1:
Phn cng cc thnh vin ca nhm i thc t ti cng ty m nhm chn thu thp cc s
liu ti liu cn thit, hoc thu thp cc s liu th cp t th vin, trn mng, trn c s phn
tch v vit bo co gii thiu tng quan v cng ty, tm nhn, s mnh, gi tr ct li ca cng ty.
Bc 2:
Phn tch mi trng bn ngoi ca cng ty. (Bi tp chng 3)
Bc 3:
Phn tch mi trng bn trong ca cng ty (Bi tp chng 4)
Bc 4:
Hoch nh chin lc cho cng ty. (bi tp chng 4)
Hon thin bi tp ln ca nhm, trong trnh by ton b qu trnh v kt qu hoch nh
chin lc cho cng ty m nhm nghin cu. Trnh by kt qu nghin cu trc lp (bng
power point), hon thin bi vit, np cho ging vin tnh im qu trnh cho c nhm (km
theo bng nhn xt nh gi v mc ng gp ca cc thnh vin).
Bi 2:
Cng ty ch bin thy sn T.A trong giai on 2001-2010 ch kinh doanh mt sn phm duuy
nht l tm ng lnh, sn phm c xut sang th trng Nht Bn v Hoa K thng quacci
tc nhp khu nc ngoi. Trong giai on ny, cng ty thu mua tm ca cc h nui tm
ng bng song CuLong chbin, nn ngun nguyn liu khng n nh, nh hng n k
hoch xut khu.Trc nhng bin ng ca tnh hnh mi, trong giai on 2011-2020, cng ty
quyt nh:
1. Xy dng cc x nghip nui tm v c n nh ngun nguyn liu u vo.
2. Thit lp cc knh bn hng th trng ni a thng qua cc siu th v ca hng thc
phm.
3. Tch cc tham gia cc hi ch quc st v trong nc y mnh xut khu.
4. a sn phm ti sng vo kinh doanh ni a
18
19
- S thiu c th: v ni m cng ty mun n hoc loi hnh cng ty mun hnh thnh.
- S m h : khng cung cp s ch dn c hay khng hoc cch m qun tr d nh thay
i trng tm ca cc sn phm, th trng, khch hng v cng ngh ca cng ty.
- Thiu sc mnh ng vin.
- Khng phn bit: c th ng dng cho bt k cng ty no.
- Qu t tin: cho rng l i u th gii, tt nht, s la chn u tin ca khch hng
- Qu chung chung: khng gip nhn dng hot ng kinh doanh hoc ngnh cng
nghip cn thc hin trong tng lai.
- Qu rng: n khng thc s ch ra nhng c hi quan trng m qun tr cn la chn
theo ui
V d: Tuyn b tm nhn:
- Microsoft ; Mang quyn lc n cho mi ngi thng qua phn mm tuyt vibt
k thi gian no, bt k ni no, v trn bt k thit b no.
- Intel: Tm nhn ca chng ta: t n mt t my tnh c kt ni khp th gii, hng
triu my ch, v hng ngn t la v thng mi in t. S mng ct li ca Intel hin nay
l tr thnh mt nh cung cp cc khi thit b lm sn (building block supplier) cho h thng
kinh t Internet v thc y cc n lc lm cho Internet tr nn hu ch hn. S kt ni l hin
ti. Ni mt cch y hn s mng ca chng ta l gip m rng nng lc tim tng ca
cng ngh nn tng my tnh c nhn v Internetcho n nay chng ta ch mi chng kin
bc u ca s pht trin cc cng ngh k thut s.
1.2. S mnh (Mision)
Chc nng nhim v hay s mnh ca doanh nghip l mt bn tuyn b c gi tr lu di
v mc ch, n gip phn bit cng ty ny vi cng ty khc. Nhng tuyn b nh vycn c
gi l nhng trit l kinh doanh, nhng nguyn tc kinh doanh, nhng nim tin ca cng ty.
Bn s mnh tuyn b l do tn ti ca cng ty. Theo Drucker, bn tuyn b s mnh
kinh doanh tr li cu hi:Cng vic kinh doanh ca chng ta l g? Chng ta cn phi lm g/
lm nh th no t tuyn b tm nhn?
Trong thc t, cc thut ng s mnh v tm nhn i khi c s dng ln ln, c cng
ty ch tuyn b tm nhn khng tuyn b s mnh v ngc li, c cng ty li ch tuyn b mc
ch.
* Ni dung bn thuyt minh v chc nng nhim v doanh nghip cn bao gm nhng
ni dung sau:
- Khch hng tiu th ca doanh nghip l ai?
- Sn phm v dch v cung cp l g?
- Th trng ca doanh nghip u?
- Doanh nghip coi trng vn k thut - cng ngh sn xut nhiu hay t?
- Mi quan tm ca doanh nghip n s pht trin v kh nng sinh li ca doanh nghip
nh th no?
- Trit l kinh doanh (nim tin v u tin): iu g l nim tin c bn, l nguyn vng, l
gi tr v lcc u tin trit l kinh doanh ca doanh nghip?
- T nh gi v nhng nn lc c bit, u th cnh tranh ca doanh nghip l g?
22
23
S mnh
ca doanh nghip
(3 )
(2)
(1)
Hon cnh bn ngoi
chin lc
(4)
Cc mong mun
ca cc bn lin quan
25
CU HI N TP
1. Nu ngha c bn ca tuyn b tm nhn v s mnh?
2. Trnh by cu trc ca tm nhn ?
3. Gii thch vai tr ca mc tiu v cc nguyn tc xc nh mc tiu?
4. Cc bn hu quan l g? Nu kh nng nh hng ca cc bn hu quan n vic xc nh mc
tiu ca cng ty.
26
28
n sau thng c li th trong vic ng dng cng ngh mi hn nhng doanh nghip hin hu
trong ngnh, nn s c kh nng cnh tranh cao hn.
- S bng n ca cng ngh mi lm cho vng i cng ngh c xu hng rt ngn li,
i hi doanh nghip phi rt ngn thi gian khu hao, rt ngn quy trnh R&D so vi trc.
Khi nghin cu mi trng cng ngh cn lu :
1/ plc tc ng ca s pht trin cng ngh v mc chi tiu cho s pht trin cng ngh
s l khc nhau trong nhng ngnh khc nhau. Cc ngnh truyn thng, in t, hng khng,
dc pm lun c tc i mi cng ngh cao, do , mc chi tiu cho s pht trin cng ngh
thng cao hn so vi ngnh dt, ngnh lm nghip, cng nghip luyn kim.
2/ Mt s ngnh nht nhc th nhn c s khuyn khch v ti tr ca chnh ph cho
vic nghin cu pht trin khi c s ph hp vi cc phng hng u tinca chnh ph. Nu
cc doanh nghip bit tranh th c nhng c hi ny th qu trnh hat ng s thun li hn
rt nhiu.
3.1.7. Mi trng ton cu (Global environment)
Trong iu kin hi nhp v ton cu ha, khng c mt quc gia, doanh nghip no li
khng c mi quan h trc tip hoc gin tip vi nn kinh t th gii, nhng mi quan h ny
ang hng ngy hng gi pht trin mnh m, a dng, phc tp v tc ng ln doanh nghip. V
vy, s l khim khuyt, nu phn tch mi trng v m ca mt doanh nghip mli ch gii
hn phn tch mi trng trong nc m b qua mi trng ton cu.
Mi trng tan cu bao gm mi trng ca cc th trng m doanh nghip c lien
quan. Khi phn tch mi trng v m ca cc t trng ny cng cn phn tch mi trng kinh
t, chnh tr - php lut, vn ha x hi, cng ngh, t nhinS thay i trong mi trng
ton cu s nh hng n quyt nh chin lc ca doanh nghip. V d, trc y, Cng ha
Lin bang c l nc xut khu ln nht th gii, th trong chin lc tham gi chui cung ng
ton cu ca doanh nghip ch tnh n vic chun b nhng iu kin cn thit gia nhp chui
cung ng ca c, Nht, M.Trong na u nm2009, Trung Quc vt cv tr thnh nc
xutkhu ln nht th gii. TRong bi cnh , doanh nghip cn thay i chin lc, nghin cu
v chun b c iu kin gia nhp cc chui cung ng ca Trung Quc.
Tuy nhin, vn nghin cu mi trng ton cue c t ra nhng mc khc
nhau ty theo tng loi doanh nghip v mc hi nhp ca chng. y c th chia ra hai
loi:
1/ i vi doanh nghip ch hat ng th trng trong nc: i vi doanh nghip ny
cn nghin cu mi trng ton cu, v:
- Tnh ph thuc ln nhau v nhiu mt gia cc quc gia trong cng ng th gii ngy
cng r rt. V vy, nhng thay i ca mi trng ton cuchc chn s tc ng v lm thay i
cc iu kin mi trng v m v mi trng cnh tranh trong nc. V d, Thi Lan b khng
hong chnh tr, mi trng bt n l c hicho ngnh du lch Vit Nam pht trin. Hng dt
Trung Quc b kin bn ph gi th trng Bc M to iu kin cho cc doanh nghip dt may
Vit Nam, n thm nhp th trng ny. Sa Trung Quc b nhim melamin, to c hi ln
cho cc cng ty sa ln ca Vit Nam tng doanh thu v thu c li nhun ln.
- Trong nhiu trng hp, mc d doanh nghipkhng trc tip quan h vi th trng
nc ngoi, nhng n c th quan h gin tip u vo hoc u ra thng qua vic mua bn mt
loi vt t thit b hoc mt loi sn phm no qua mt doanh nghip khc trong nc. V d,
doanh nghip bn sn phm ca mnh cho cc cng ty xut khu, thng qua nh xut khu cc
34
doanh nghip ny c th nm trong cc nhm chin lc khc nhau. Khi phn tch p lc cnh
tranh gia cc doanh nghip trong ngnh cn c trng tp trung phn tch trong khun kh ca
nhm chin lc.
Trn y l phn phn tch mi trng vi m hay mi trng cnh tranh ca cc doanh
nghip. Vic phn tch mi trng cnh tranh gip doanh nghip nhn din c nhng c hi v
nguy c, qua c th xc nh c doanh nghip nn dng v tr no i ph mt cchc
hiu qu vi nm lc lng cnh tranh trong ngnh. Mt chin lc cnh tranh c hiu qu s
dng phng sch tn cng hoc phng th nhm to c v tr c th bo ton c v x l
tha ng nhng nh hng ca nm lc lng cnh tranh.
4. CC CNG C V PHNG PHP NGHIN CU MI TRNG BN NGOI
Qu trnh nghin cu mi trng bn ngoi c thc hin qua cc bc:
- Thu thp v x l thng tin;
- D bo mi trng kinh doanh;
- Lp bng tng hp thng tin v mi trng bn ngoi;
- Phn tch cc yu t mi trng bn ngoi, xc nh cc c hi v nguy c;
- Lp ma trn nh gi cc yu t bn ngoi
- Lp ma trn hnh nh cnh tranh.
4.1. Thu thp v x l thng tin
y l khu ht sc quan trng trong qu trnh hoch nh chin lc ni chung v nghin
cu mi trng bn ngoi ni ring, bi nhng thng tin thu thp c chnh l c s nh gi
v d bo mi trng kinh doanh. chnh xc ca cc d liu ny s quyt nh tnh khoa hc
ca chin lc c hoch nh.
Qu trnh thu thp v x l thng tin c thc hin qua cc bc sau:
Xc nh nhu cu thng tin
Loi m hnh
Khng
xuyn
thng nh k
Lin tc
cu trc
2
S kin cbit
L do thu thp
Tnh cht tc ng
Th ng
Ch ng
Qu kh
Ch yu l hin D bo
ti v qu kh
Cc c
nhn s
nhau
S kin chn lc
quan Cc c
khc nhn s
nhau
H thng rng ri
thng tin v mi
trng
Ch ng
Di hn
quan n v chuyn
khc thu thpthng tin
mi trng kinh
doanh.
44
a. Phng php chuyn gia: phng php ny c thchin bng cch chn nhng ngi am
hiu v ngh h nh gi v tm quan trng v xc sut ca cc din bin khc nhau c th xy
ra trong tng lai.
Trong phng php chuyn gia th phng php Delphi c coi l phng php bi bn,
quy m v mang li kt qu tt nht. Phng php Delphi gm mt s qu trnh c thc hin
nhm m bo vic nht tr d bo trn c s tin hnh mt cch nghim ngt,nng ng, linh
hat vic nghin cu ly kin ca cc chuyn gia. Theo phng php ny, c ba nhm chuyn
gia c mi ly kin:
- Nhng ngi ra quyt nh.
- Cc nh iu phi vin.
- Nhng chuyn gia chuyn su.
Phng php c thc hin qua cc bc sau:
1/ Chn 3 nhm chuyn gia.
2/ Xy dng cc bng cu hi iu tra ln u, gi n cc chuyn gia.
3/ Phn tch phiu tr li ca cc chuyn gia, tng hp v vit li bng cu hi.
4/ Son tho li bng cu hi ln 2 v tip tc gi n cc chuyn gia.
5/ Thu thp, phn tch cc phiu tr li ln 2.
6/ Tip tc vit li bng cu hi, gi i v thu thp, phn tch kt qu iu tra.
7/ Cc bc trn c dng li khi kt qu thu c tha mn nhng yu cu ra.
Phng php Delphi m bo tnh khch quan, khoa hc, nhng i hi trnh tng hp
rt cao ca nhng ngi thc hin v ngi ra quyt nh.
b. nh gi ca cc gim c iu hnh hoc ca cc nhn vin bn hng: cc gim c iu
hnh hoc nhn vin bn hng l nhng ngi c nhiu kinh nghim v st vi tnh hnh, h c
th c tp hp li v thc hinmt s nhng d bo c ngha, chng hn nhn vin bn hng
c th a ra nhng c tnh v kh nng tiu th mt loi hng ha no .
c. Thc hin nhng cuc phng vn khch hng mt cch ngu nhin
Nhng nghin cu nh tnh nu trn c th thc hin bng cch:
- Tho lun nhm.
- Tho lun tay i.
- Quan st.
4.2.2. Phng php inh lng
a. Phng php ngoi suy xu hng/ d bo theo chui thi gian: nh nghin cu s dng
phn tch chui thi gian, dng cc d liu kinh t qu kh tin on xu hng tng li.
Phng php ny gi thit rng: mi lien h gia cc s kin trong tng lai s tip tc xy ra
ging nh trong qu kh, khng c s kho st mi lien h ngu nhin gia cc bin s c lien
quan. Trong phng php d bo theo chui thi gian ngi ta c gng xy dng ng cong
ph hp nht ( ng tuyn tnh, ng bc hai, hoc cc dng ng cong tng trng
khc)theo chui thi gian trong qu kh lm c s cho php ngoi suy.Mc tin cy ca
phong php ny s khng cao nu nh xut hin nhng din bin mi c lien h vi cc bin
s nghin cu, nhng chng li khng c trong qu kh.
45
b. Lin h xu hng: l s m rng ca php ngoi suy xu hn. Trong phng php ny nh
nghin cu lien h nhiu chui thi giankhc nhau vi hy vng tm ra mi quan h c th s dng
c cho vic d bo.
c. M hnh kinh t lng: l cc phng php tin on gi tr tng lai ca cc bin s kinh t
bng cch kho st cc bin s khc c lien quan. Kinh t lng lien kt cc bin s di dng
cc phng trnh m chng c th c c tnhbng cch thng k v dng lm c s cho vic
tnh ton. thc hin ngi ta gi nh rngcc bin s ph thuc ngu nhin tc ng vo bin
s c lp cn tnh ton.
Ngy nay, vi nhng tin b ca cng ngh thng tin, nhng phn mm chuyn dng,
nhng chng trnh c vit ring cho cng tc d bo ni tip nhau ra i, gip cho cc
phng php nh lng c thc hin d dng v t tn km hn, nn phng php ny ngy
cng c s dng rn ri hn.
Mt s phng php khc:
- Phng php thc nghim: Trong phng phpny ngi ta chn mu nghin cu,
ri cn c vo kt qu thu c t vicnghinc u mu suy ra kt qu trong phm vi nghin cu.
- Phng php u vo u ra: phng php s dng u vo u ra biu th mi lien
h qua li gia cc ngnh cng nghip v phn tch s thay i nh th no khi nhu cu ca
mt ngnh cng nghip s c tc ng n s thay i trong nhu cu v iu kincung cp ca
ngnh cng nghip khc lien quan nn. V d: nh sn xut cc linh kin t cn phi xc nh
nhu cu trong tng lai v xe t v k hoch sn xut ca cc nh sn xut t trong tng lai.
- Kch bn nhiu ln.
Trong thc t, c c kt qu d bo vi tin cy cao ngi ta khng nht thit s
dng n nht tng phng php d bom c th s dngphi hp nhiu phng php vi nhau.
Trn c s nhng thng tin thu thp c,lp bng tng hp cc yu t ca mi trng
bn ngoi c nh hng n hat ng ca doanh nghip. Phn tch cc yu t ca mi trng
bn ngoi, xc nh danh mc cc c hi v nguy c. Cn lu : trong giai on ny khng phi
v cng khng th xc nh c tt c mi c hi v nguy c, m phi xc nh cho c nhng
yu t then cht cho thnh cng.
4.3. Ma trn nh gi cc yu t bn ngoi ( EFE Matrix External Factor Evaluation
Matrix)
Ma trn EFE tng hp, tm tt v nh gi nhng c hi v nguy c ch yu ca mi
trng bn ngoi nh hng n doanh nghip. Ma trn EFEgiups cc nh qun tr chin
lcnh gi mc phn ng ca doanh nghip i vi nhng c hi v nguy c, a ra nhng
nhn nh mi trng bn ngoi to thun li hay gy kh khn cho doanh nghip.
Cn thc hin 5 bc trong vic pht trin mt ma trn nh gi cc yu t bn ngoi
(EFE):
- Lp danh mc t 10 20 cc yu t c hi v nguy c ch yu c vai tr quyt nh i vi
s thnh cng hoc ri ro cho cng ty.
- Phn loi tm quan trng t 0,0 (khng quan trng) n 1,0 (rt quan trng) cho mi yu t.
S phn loi ny cho thy tm quan trng tng ng ca tng yu t i vi s thnh cng
ca cng ty. Mc phn loi c xc nh trn c s so snh vi cc i th cnh tranh hoc
bng phng php chuyn gia, tho lun nhm. Cc c hi thng c mc phn loi cao
hn mi e da. Tng s cc mc phn loi c n nh cho cc nhn t ny phi bng
1,0.
46
Phn loi t 1 n 4 cho mi yu t quyt nh s thnh cng cho thy cch thc m cc
chin lc hin ti ca cng ty phn ng vi yu t ny. Trong 4 l phn ng tt, 3 l
phn ng kh, 2 l phn ng trung bnh, 1 l phn ng km. Cc h s ny c xc nh
bng phng php chuyn gia da trn kt qu hat ng ca doanh nghip.
Nh vy, s phn loi mc quan trng bc trn da theo ngnh, cn h s phn loi
bc ny lda trn thc trng phn ng ca doanh nghip.
- Nhn tm quan trng ca mi bin s vi mc phn loi ca n xc nh tng s im
quan trng.
- Cng tng s im quan trng theo cc bin s xc nh tng s im quan trng cho t
chc (s im cao nht m 1 t chc c th t l 4, thp nht l 1,0 v trung bnh l 2,5)
Tng s im quan trng l 4 cho thy, doanh nghip ang phn ng rt tt vi cc c hi
v nguy c t mi trng bn ngoi, iu cng c ngha l, cc chin lc hin hnh ca
doanh nghip tn dng mt cch c hiu qu nhng c hi t mi trng bn ngoi v n
trnh, gim thiu mt cch hiu qu nhng thit hi do cc nguy c do mi trng bn ngoi gy
ra. Ngc li, tng s im l 1 cho thy, doanh nghip phn ng li tc ng ca mi trng
bn ngoi mt cch rt yu km, cc chin lc ca doanh nghip ra khng tn dng c cc
c hi v cng khng n trnh c cc nguy c t mi trng bn ngoi.
V d:
Bng 3.2. Ma trn nh gi cc yu t bn ngoi ca Klinn Dixie.
Cc nhn t bn ngoi
- Ci cch thu
- Tng chi ph bo him
- Thay i cng ngh
- Tng li sut
- S di chuyn ca dn s xung min nam
- S thay i li sng ca nhn khu:
+ Nhng ph n c vic lm
+ Nhng ngi i mua hng l nam gii
- S thay i thnh phn nhn khu
+Th trng b lo ha
+Cc nhm dn tc
- Cnh tranh khc lit
S
im
quan trng
0,10
0,09
0,04
0,10
0,14
3
2
2
2
4
0,30
0,18
0,08
0,20
0,56
0,09
0,07
3
3
0,27
0,21
0,10
0,12
0,15
4
3
1
0,40
0,36
0,15
1,00
2,71
Bng trn cho thy, ma trn EFE ca cc ca hng bach ha Klinn- Dixie. Trong ma trn
ny, yu t cnh tranh khc lit nhn c mc quan trng 0,15 mc cao nht, iu c
ngha y l yu t bn ngoi quan trng nht nh hng n s thnh cng ca ngnh bn l.H
s phn loi 1 ca Klinn Dixie i vi yu t ny cho thy, cng ty khng ng ph hiu qu vi
yu t cnh tranh khc lit. Tuy vy, chin lc ca cng ty li ng ph mt cch hiu qu vi
yu t s di chuyn ca dn s xung min nam v th trng lo ha. Tng s im
47
-Th phn
-Kh nng cnh tranh
gi
-V tr ti chnh
-Cht lng sn phm
-Lng trung thnh ca
khch hng
Mc Cng ty mu
quan
trng
Phn
im
loi
quan
trng
im
quan
trng
Phn
loi
im
quan
trng
0,20
0,20
3
1
0,6
0,2
2
4
0,4
0,8
2
1
0,4
0,2
0,40
0,10
2
4
0,8
0,4
1
3
0,4
0,3
4
3
1,6
0,3
0,10
0,3
48
0,3
0,3
Tng s im quan
trng
1,00
2,3
2,2
2,8
Kt lun: Qua biu trn cho thy tng s im quan trng ca ngi cnh tranh 2 l cao
nht (2,8 im) l i th cnh tranh mnh nht xt theo kha cnh l cc Chin lc ca h
ng ph c hiu qu nht i vi nhn t thuc mi trng v m v vi m. Trong ngnh nghin
cu, th kh nng ti chnh l yu t quan trng nht (0,4). Vi yu t ny, i th cnh tranh 2
l rt mnh (4), cng ty mu ch mc trung bnh (2), i th cnh tranh 1 th rt yu (1). im
mnh c bit ca cng ty mu l cht lng sn phm (4), cc cng ty khc trn mc trung
bnh (3). im yu c bit ca cng ty mu lkh nng cnh tranh gi (1) trong khi i th
cnh tranh 1 c 4 im.
49
1.
2.
3.
4.
5.
6.
7.
CU HI N TP
Mi trng bn ngoi? Nhng c im cn lu khi phn tch mi trng bn ngoi?
ngha ca vic nghin cu mi trng bn ngoi?
Mc dch ca vic nghin cu mi trng bn ngoi?
Mi trng v m? Trnh by nhng ni dung cn nghin cu trong mi trng v m.
Mi trng vi m? Trnh by nhng ni dung cn nghin cu trong mi trng vi m.
Ma trn EFE? Bn cht, cng dng ca ma trn ny? Cc bc xy dng ma trn EFE?
Cho v d v phn tch.
Ma trn hnh nh cnh tranh? Bn cht, cngdng ca ma trn hnh nh cnh tranh? Cc
bc xy dng ma trn hnh nh cnh tranh? Cho v d v phn tch.
BI TP THO LUN
Nhm nghin cu vn dng nhng ni dung, phng php v cng c hc tin hnh
phn tch mi trng bn ngoi ca cng ty m nhm la chn chng 1, xc nh cc c
hi, nguy c, lp ma trn EFE v nhn nh v cng ty m nhm nghin cu. Trnh by kt qu
trn lp (power point).
50
Phn tch
mi trng bn
ngoi.
Xc nh c hi
v nguy c
Xc nh
tm nhn,
s mnh,
mc tiu
chin lc
Thit lp
mc tiu
di hn
Thit lp
mc tiu
hng
nm
Phn
phi cc
ngun
lc
Xc nh li mc
tiu kinh doanh
Phn tch mi
trng bn trong.
Nhn din nhng
im mnh/ yu
La chn
cc chin
lc
thc hin
o lng
v nh
gi vic
thc hin
chin
lc
a ra
cc
chnh
sch
Hoch nh
nh gi
chin lc
chin lc
chin lc
51
Vn ha t chc l tng hp nhng nt c trng ca t chc, chi phi nhn thc v hnh
vi ca con ngi trong t chc, cng nhng gi tr, chun mc, n np, tc phong m t chc c
c.
Vn ha t chc c nh hng to ln n cc quyt nh kinh doanh, do s tc ng
n ton b qu trnh qun tr chin lc ca t chc. Nu cng tc qun tr chin lc c th tn
dng c cc sc mnh ca vn ha th nh qun tr c th thng xuyn thc hin cc thay i
mt cch nhanh chng v d dng, qun tr chin lc s mang li hiu qu cao. Ngc li, nu
khng nhn thc c gi tr tim nng ca vn ha, dn n t chc khng c kh nng thch
nghi vi nhng s thay i v tt nhin, qun tr chin lc khng hiu qu.
Theo Fred R. David, phn tch mi trng bn trong ca doanh nghip cn tp trung
nghin cu cc lnh vc hot ng:
- Qun tr.
- Marketing.
- Ti chnh, k ton.
- Sn xut/ tc nghip.
- Nghin cu v pht trin.
- H thng thng tin.
Qun tr
Qun tr c 5 chc nng c bn: hoch nh, t chc, thc y, nhn s, kim sot.
Hoch nh
Hoch nh bao gm tt c cc hot ng qun tr lin quan n vic chun b cho tng
lai. Cc nhim v c th l: d on, thit lp mc tiu, ra cc chin lc, pht trin cc chnh
sch, hnh thnh cc mc ch.
Hoch nh gip cc doanh nghip tng kh nng thc hin cc kt qu nh mong mun.
Hoch nh l nn tng ca qu trnh hnh thnh chin lc c hiu qu.
Hoch nh khng phi l cng vic ca ring cc nh qun tr m i hi phi c s tham
gia ca tp th cn b cng nhn vin trong doanh nghip.
Hoch nh c nh hng nht nh n hiu qu hot ng ca doanh nghip v tng
thnh vin. Nh hoch nh trc m mt s doanh nghip tn dng tt c nhng c hi v
n trnh c nhng e da t mi trng bn ngoi. Cng nh hoch nh ngi ta c c
nhng k hoch pht huy im mnh, khc phc im yu ni ti t c kt qu tt hn
trong tng lai.
Hoch nh gip pht huy tinh thn tp th ca doanh nghip. Bng cch thit lp cc mc
tiu r rng, c th, s tp trung c sc mnh ca c doanh nghip t c kt qu mong
mun.
Hoch nh gip doanh nghip c th thch nghi vi nhng thay i ca mi trng bn
ngoi.
T chc
T chc bao gm tt c cc hot ng qun tr to ra c cu cho mi quan h gia quyn
hn v trch nhim. Nhng cng vic c th l thit k t chc, chuyn mn ha cng vic, m t
cng vic, chi tit ha cng vic, m rng kim sot, thng nht mnh lnh, phi hp sp xp,
thit k cng vic v phn tch cng vic.
54
Marketing
Marketing c th c m t nh mt qu trnh xc nh, d bo, thit lp v tha mn
cc nhu cu mong mun ca ngi tiu dng i vi sn phm hay dch v. Joel Evans v Barry
Berman cho rng marketing bao gm 9 chc nng c bn.
1. Phn tch khch hng.
2. Mua.
3. Bn.
4. Hoch nh sn phm & dch v.
5. nh gi.
6. Phn phi.
7. Nghin cu th trng.
8. Phn tch c hi.
9. Phn tch trch nhim i vi x hi.
Phn tch khch hng
Phn tch khch hng l vic nghin cu v nh gi nhu cu, mong mun ca ngi tiu
th - lin quan n hot ng iu tra v ngi tiu th, phn tch cc thng tin v khch hng,
nh gi cc chin lc nh v th trng, pht trin cc bng m t v ngi tiu dng v quyt
nh cc chin lc phn khc th trng ti u nht.
Mua hng
Mua hng ngha l t c cc ngun lc cn thit sn xut v bn sn phm hay dch
v. Hot ng mua hng bao gm nh gi cc nh cung cp c kh nng thay th, la chn nh
cung cp tt nht, tha thun cc iu kin c th chp nhn vi nh cung cp v tin hnh thu
mua. Cn lu : hi nhp v pha sau, kim sot nh cung cp l mt chin lc cn c la
chn khi cc nh cung cp khng ng tin tng, a ra mc gi cao hay khng c kh nng p
ng yu cu ca doanh nghip.
Bn hng
Vic thc hin chin lc thnh cng thng ph thuc vo kh nng bn sn phm hay
dch v no ca doanh nghip. Bn hng bao gm nhiu hot ng marketing, chng hn nh
qung co, kch thch bn hng, qung co i chng, bn hng cho c nhn ngi tiu th, qun
l lc lng bn hng, quan h vi khch hng v cc nh phn phi. Nhng hot ng ny c
tm quan trng c bit khi doanh nghip ang theo ui chin lc thm nhp th trng.
Hoch nh dch v v sn phm
Hoch nh dch v v sn phm bao gm cc hot ng: Kho st th trng, nh v
nhn hiu v sn phm, bo hnh, ng gi, xc nh cc sn phm c kh nng thay th, c
trng ca sn phm, hnh dng ca sn phm, cht lng sn phm, loi b nhng sn phm
li thi v cung cp dch v cho khch hng. Hoch nh dch v v sn phm c bit quan
trng khi doanh nghip ang theo ui chin lc pht trin hay a dng ha sn phm.
nh gi
nh gi c 4 lc lng quan trng c nh hng n cc quyt nh v gi: ngi tiu
th, chnh ph, cc nh phn phi v i th cnh tranh. i khi mt doanh nghip s theo ui
mt chin lc kt hp v pha trc c c s kim sot tt hn i vi gi c tnh cho
56
Trong chui gi tr, cc hot ng ca doanh nghip c chia thnh 2 nhm: cc hot
ng ch yu v cc hot ng b tr.
Cc hot ng ch yu
Cc hot ng ch yu l cc hot ng lin quan trc tip n qu trnh sn xut kinh
doanh sn phm hoc dch v ca doanh nghip, bao gm: cc hot ng u vo, vn hnh, cc
hot ng u ra, marketing v bn hng, dch v. Nu cc hot ng ch yu c thc hin tt,
s gip doanh nghip gim gi thnh, tng nng sut lao ng, nng cao cht lng sn phm, to
ra li th cnh tranh v tha mn nhu cu ca khch hng ngy mt tt hn l nhng im
mnh vt tri ca doanh nghip.
Cu trc h tng ca doanh nghip
Cc
hot Qun tr ngun nhn lc
ng
h tr Pht trin cng ngh
Phn
li
Vn
hnh
Cc
hot
ng
u ra
Marketing
v bn
hng
Dch
v
Phn
li
Cc hot ng ch yu
Hnh 4.2. Chui gi tr ca doanh nghip.
Cc hot ng u vo
Cc hot ng u vo gn lin vi cc hot ng logistics, nh: t hng, vn chuyn,
giao nhn vt t my mc trang thit b, nguyn nhin vt liu, qun l vt t, kim sot hng
tn kho, thu gom v tr li nh cung cp nhng vt t khng t yu cu, bt c ci tin, hon
thin no trong qu trnh ny u dn ti vic tng nng sut, gim chi ph, v vy, hin nay cc
gii php logistics rt c doanh nghip quan tm.
Vn hnh
Vn hnh bao gm tt c cc hot ng nhm bin i yu t u vo thnh sn phm
cui cng, bao gm cc hot ng ca qu trnh sn xut vn hnh my mc thit b, kim tra
cht lng, ng gi y l b phn c bn ca chui gi tr, nn vic ci tin, hon thin
nhng hot ng ny nhm gp phn quan trng lm tng nng sut lao ng, nng cao cht
lng sn phm, tit kim nguyn vt liu, in nc
Cc hot ng u ra
Cc hot ng u ra bao gm nhng hot ng lin quan n qu trnh phn phi sn
phm n khch hng ca doanh nghip nh: bo qun d tr, qun l hng ha sn phm, x
59
Vn ha t chc v lnh o
Vn ha t chc c th c xem nh l mt phc hp ca nhng gi tr, nhng nim tin,
nhng gi nh v nhng biu tng m nhng iu ny xc nh cch thc trong doanh
nghip tin hnh cc hot ng kinh doanh. Vn ha t chc c th to ra nhng thun li hoc
cn tr vic thc hin mt chin lc c chn.
Cht lng ca lnh o nhng hot ng ca cc nh qun tr cp cao c nh hng
cc k quan trng n vic hnh thnh v pht trin ca vn ha t chc v n ton b ng
hng chin lc ca doanh nghip.
Mc d phong cch lnh o v vn ha t chc c nhng nh hng quan trng ti vic
thc hin nhim v ca doanh nghip, song cng ging nh danh ting, yu t ny rt kh lng
ha. Cc loi hnh doanh nghip v ngnh khc nhau, nhng thi i khc nhau s i hi
phong cch lnh o v vn ha t chc khc nhau.
Tnh tun th lut php v danh ting
Chin lc th trng sn phm ca mt doanh nghip l nhng hot ng ct li hng
ti mc tiu to v th ca doanh nghip trong ngnh nhm t ti li th kinh t bn vng.
Nhng chin lc chnh tr nhm tng cng tnh hp php v danh ting ca doanh nghip c
hng ti to ra tnh hp php v quan im cng ng c li.
Vic qung co ca doanh nghip thng phn nh nhng tiu chun o c ca n. Cc
qung co c chng minh l sai hoc la di c th gy nhng hu qu nghim trong n tnh
hp php v danh ting ca doanh nghip.
Nhng doanh nghip tun th lut php v c danh ting x hi tt, do cung cp cc dch
v quan trng, cht lng cao phc v cho cng ng hoc ng gp ln cho s nghip an ninh
quc phng ton dn s c hng u i t nhng chnh sch ca chnh ph.
4. PHNG PHP V CNG C NGHIN CU MI TRNG BN TRONG
Tng t nh nghin cu mi trng bn ngoi, qu trnh nghin cu mi trng bn
trong cng c thc hin qua cc bc:
- Thu thp v x l thng tin;
- D bo mi trng kinh doanh;
- Lp bng tng hp thng tin v mi trng bn trong;
- Phn tch cc yu t ca mi trng bn trong, xc nh cc im mnh v im yu;
- Lp ma trn nh gi cc yu t bn trong.
im khc bit trong phn tch mi trng bn trong l phi tin hnh cc kiu so snh
xc nh chnh xc nhng im mnh v im yu.
4.1. Thc hin nhng so snh xc nh im mnh, im yu
nghin cu mi trng bn trong ca mt doanh nghip cn phn tch, m x ton b
hot ng ch yu v h tr trong chui gi tr ca doanh nghip y, bn cnh cn phn tch,
nh gi cc chc nng, b phn, lnh vc hot ng quan trng khc ca doanh nghip. Tuy
nhin, nu ch da trn nhng s liu ca doanh nghip, th nhng nh gi rt d b mang tnh
ch quan sai lch. khc phc khim khuyt , cc nh qun tr thng s dng phng php
so snh vi 3 cch tip cn sau:
1. So snh hot ng ca doanh nghip nhng thi k khc nhau (so snh theo thi gian).
2. So snh cc hot ng ca doanh nghip vi nhng chun mc ca ngnh v vi cc i
th cnh tranh ch yu.
63
Bc 2: Phn loi tm quan trng t 0,0 (khng quan trng) n 1,0 (rt quan trng) cho
tng yu t. Tm quan trng ca tng yu t ty thuc vo mc nh hng ca yu t n
s thnh bi ca doanh nghip trong ngnh kinh doanh ca n. Bt k l im mnh hay im
yu, yu t c xem xt c mc nh hng ln nht n hot ng ca doanh nghip s c
phn loi tm quan trng mc cao nht. Tng s cc mc phn loi c n nh cho tt c cc
yu t phi bng 1,0.
Bc 3: Xc nh h s phn loi t 1 n 4 cho tng yu t, h s ca mi yu t ty
thuc vo mc mnh yu ca doanh nghip, trong : 4 - rt mnh; 3 - kh mnh; 2 - kh yu;
1 - rt yu. Cc h s ny c xc nh bng phng php chuyn gia, da trn kt qu nh gi
ni dung mi trng bn trong ca doanh nghip.
Bc 4: Nhn tm quan trng ca tng yu t vi cc h s ca n xc nh s im
v tm quan trng.
Bc 5: Cng tng s im v tm quan trng ca tt c cc yu t xc nh tng s
im quan trng ca doanh nghip.
Tng s im cao nht m mt doanh nghip t c ch c th l 4,0 v thp nht l
1,0. Tng s im quan trng trung bnh l 2,5. Tng s im quan trng l 4 cho thy doanh
nghip rt mnh v mi trng bn trong, iu cng c ngha l cc chin lc hin hnh ca
doanh nghip pht huy c nhng im mnh, khc phc c nhng im yu ni ti ca
mnh. Ngc li, tng s im l 1 cho thy, doanh nghip yu v cc im mnh v cng khng
khc phc c cc im yu t mi trng bn trong.
V d: Ma trn nh gi cc yu t bn trong (IFE)
Cc yu t ch yu bn trong
Mt
Phn loi
quan trng
S
im
quan trng
0,22
0,18
0,10
2
4
3
0,44
0,72
0,30
0,15
0,30
0,05
3
1
2
0,45
0,30
0,10
65
1,00
2,31
CU HI N TP
1. Mi trng bn trong bao gm nhng yu t no? Nhng im cn lu khi phn tch mi
trng bn trong?
2. ngha ca vic nghin cu mi trng bn trong?
3. Mc ch ca vic nghin cu mi trng bn trong?
4. Ni dung nghin cu mi trng bn trong theo quan im ca Fred R. David?
5. Ni dung nghin cu mi trng bn trong theo chui gi tr ca Michael E. Porter/
6. Trnh by cc bc xy dng ma trn IFE?
66
Hi nhp dc v pha trc l vic doanh nghip mua hoc u t vo nhng hot ng
ca nh phn phi ngi mua ca mnh. Hi nhp dc v pha sau l doanh nghip u t hoc
kinh doanh cc sn phm ca nh cung cp. Cn phn bit c hi nhp hon ton (Full
Integration) v hi nhp tng phn (Taper Integration). Trong , hi nhp hon ton l khi doanh
nghip t cung cp tt c cc vt t phc v qu trnh sn xut ca mnh v/hoc chu trch
nhim hon ton trong vic phn phi sn phm. Hi nhp tng phn l khi doanh nghip khng
m nhim hon ton vic cung ng vt t v/hoc phn phi sn phm.
Mc ch ca hi nhp dc l nhm cng c, m bo v th cnh tranh bn vng ca
doanh nghip.
Mc d mng li nhiu li ch nh vy, nhng hi nhp dc cng c th gy cho doanh
nghip mt s bt li nh sau:
- Bt li v chi ph, khi doanh nghip t m bo ngun cung ng vt t vi mt chi ph
nht nh, th trn th trng xut hin mt ngun cung cp khc vi gi r hn. Trong trng
hp ny, doanh nghip s t bt li hn, nu ch hi nhp tng phn v c th linh hot thay i.
- Thay i cng ngh. Trong trng hp cng ngh thay i nhanh chng, hi nhp dc
c th gy bt li cho doanh nghip, do doanh nghip l u t ln, kh c th i mi cng
ngh, nh s dng cng ngh li thi, dn n mt li th cnh tranh.
- Nhu cu khng n nh. Trong trng hp th trng, nhu cu bt n hoc khng th d
bo c, th hi nhp dc c rt nhiu ri ro. phn tn bt ri ro nn s dng chin lc hi
nhp tng phn.
1.3. Giai on 3: a dng ha, m rng hot ng sang lnh vc kinh doanh mi
Trong giai on 3 hot ng ca doanh nghip s a dng, m rng sang cc lnh vc
kinh doanh mi. Lnh vc mi c th c lin quan, hoc hon ton mi l so vi lnh vc kinh
doanh hin ti ca doanh nghip. Yu t lin quan thng c xem l s ng nht, ging nhau
cc hot ng sn xut, marketing, dy chuyn cng ngh
Thng thng cc doanh nghip chuyn sang giai on ba khi c ngun lc ti chnh d
tha vt mc cn thit duy tr v tng cng li th cnh tranh trong lnh vc kinh doanh
chnh. Ngoi nhng chin lc: a dng ha hot ng ng tm, a dng ha hot ng kt
khi, a dng ha hot ng theo chiu ngang, cc doanh nghip c th s dng cc chin lc:
c cu kinh doanh (Portfolio strategy), ti cu trc (Restructuring), chuyn giao k nng
(Transfering skills), hoc chia s ngun lc (Sharing functions) gip a dng ha cc hot ng,
tng cng chui gi tr, cng c v th cnh tranh ca mnh. Mi chin lc u c nhng u,
nhc im ring, doanh nghip cn cn c vo iu kin c th v hng pht trin trong tng
lai ca mnh c nhng la chn thch hp.
Chin lc c cu kinh doanh
y l chin lc a dng ha cc hot ng sang lnh vc khng c lin quan bng cch
thit lp/ tip nhn nhng n v kinh doanh (SBU) mi, nhng SBU ny c xem l nhng
n v c lp ch chu s gim st ti chnh ca lnh o doanh nghip. Vi vic a dng ha
theo hng ny, lnh o ca doanh nghip gi vai tr:
- n nh k hoch chin lc v cu trc kinh doanh ca doanh nghip a ra quyt nh
tip nhn hoc t b mt SBU no .
- nh ra cc mc tiu ti chnh v theo di, gim st hot ng ca SBU, un nn, chnh sa
nhng sai lch khi cn thit.
- Phn b ngun lc ti chnh gia cc SBU.
68
Chin lc ti cu trc
Chin lc ny c nhiu im tng ng vi chin lc c cu kinh doanh, cng thng
c p dng a dng ha hot ng sang lnh vc khng c lin quan. im khc bit c bn
l mc can thip ca ban lnh o doanh nghip vo hot ng ca cc SBU. Trong trng
hp ny, cc n v kinh doanh hot ng km, hiu qu thp s c tip nhn, t chc li hot
ng, thay i b my qun l. Xy dng chin lc kinh doanh vi ngun lc cng ngh, ti
chnh mi. Nh vy, tnh hnh ti chnh v v tr cnh tranh ca n v mi tip nhn c ci
thin, gp phn tng cng chui gi tr ca doanh nghip.
Chin lc chuyn giao k nng
Chin lc ny thng c p dng khi doanh nghip a dng ha hot ng sang cc
lnh vc mi c lin quan vi lnh vc kinh doanh hin ti. Nhng kinh nghim, k nng v sn
xut, marketing, bn hng s c chuyn giao nhm cng c, tng cng v th cnh tranh
ca cc lnh vc kinh doanh mi.
Chin lc chia s ngun lc
Chin lc chia s ngun lc ch p dng khi doanh nghip a dng ha hot ng sang
lnh vc c lin quan, c s tng ng v cc hot ng sn xut, bn hng, marketing p
dng chin lc ny doanh nghip c th t c li th cnh tranh nh phm vi, khi m cc
thit b sn xut, b phn R&D, knh phn phi, qung coc nhiu SBU cng s dng,
gip tng SBU gim c chi ph u t. V d, mt thit b c th dng sn xut cc chi tit,
b phn cho hai dy chuyn sn xut hai SBU khc nhau.
2. QUY TRNH HOCH NH CHIN LC
Qun tr chin lc l mt khoa hc, ng thi l mt ngh thut v hoch nh, t chc
thc hin v nh gi cc chin lc. Hoc Qun tr chin lc l qu trnh hoch nh/ xy
dng, thc thi v nh gi cc chin lc.
T nhng nh ngha trn cho thy: Qu trnh qun tr chin lc gm 3 giai on:
+ Giai on hoch nh chin lc;
+ Giai on thc hin chin lc;
+ Giai on nh gi chin lc.
Trong
Giai on hoch nh chin lc l giai on u tin, t nn tng v ng vai tr ht sc quan
trong trong ton b qu trnh qun tr chin lc. Trong giai on ny, cn xc nh tm nhn,
s mng cc mc tiu chin lc ca t chc. Trn c s thit lp chin lc, chnh sch
kinh doanh, quyt nh ngnh kinh doanh (th trng, mt hng) mi no nn tham gia,
ngnh no nn rt ra, nn m rng hay thu hp hot ng kinh doanh Trong giai on ny
cn tp trung phn tch cc yu t ca mi trng bn ngoi v bn trong, xc nh cc c
hi, nguy c, im mnh, im yu, trn c s kt hp v la chn c nhng chin
lc thch hp.
Mun hoch nh c chin lc khoa hc, cn thc hin mt cch bi bn theo 3 giai
on: giai on nhp vo, giai on kt hp, giai on quyt nh (hnh 5.1).
2.1. Giai on nhp vo
hoch nh chin lc cn c thng tin y , chnh xc, kp thi, nm vng k thut
phn tch, nh gi cc yu t ca mi trng bn ngoi v bn trong; xc nh ng cc c hi,
69
thch thc, im mnh, im yu; s dng thnh tho cc cng c kt hp v la chn chin
lc.
Theo Fred R. David, trong giai on nhp vo cn c y cc thng tin v mi trng
bn ngoi, mi trng bn trong, vi cc cng c s dng l cc ma trn EFE, IFE v ma trn
hnh nh cnh tranh.
Giai on 1: GIAI ON NHP VO
Ma trn hnh nh
Ma trn nh gi cc yu t
bn ngoi (EFE)
Ma trn nh gi cc yu t
bn trong (IFE)
Giai on 2: GIAI ON KT HP
Ma trn cc mi
nguy c c hi
im mnh
im yu
(SWOT)
Ma trn v tr
chin lc v
nh gi hnh
ng
(SPACE)
Ma trn
nhm tham
kho kin
Boston
(BCG)
Ma trn cc
yu t bn
trong v bn
ngoi
Ma trn chin
lc chnh
(Grand
Strategy
Matrix)
(IE)
Giai on 3: GIAI ON QUYT NH
Phn tch mi trng bn trong nhm nhn din ng nhng im mnh, im yu, trn
c s xc nh chnh xc cc yu t thnh cng ct li, nhng li th cnh tranh ca t chc.
Bi cnh phn tch im mnh, im yu ca t chc chnh l chui gi tr ca n; ng thi
phi phn tch cc chc nng h tr: qun tr, nhn s, ti chnh, marketing, h thng thng tin,
hot ng nghin cu pht trin, ri ro Trn c s xc nh c nhng im mnh, im yu
ca t chc lp ma trn IFE.
2.2. Giai on kt hp
Giai on kt hp ca quy trnh hoch nh chin lc c thc hin trn c s p dng
mt hoc mt s trong nm cng c sau: Ma trn SWOT, ma trn SPACE, ma trn BCG, ma
trn IE v ma trn chin lc chnh. Trn c s cc thng tin c c t giai on 1 (ma trn
EFE, ma trn hnh nh cnh tranh v ma trn IFE), nhng cng c ny gip kt hp cc c
hi v nguy cc bn ngoi vi nhng im mnh, im yu bn trong hnh thnh cc
chin lc kh thi c th la chn.
kt hp cc yu t ca mi trng bn ngoi vi cc yu t ca mi trng bn trong
hnh thnh chin lc, trong thc t ma trn SWOT c coi l cng c ch yu nht, hu
hiu nht, c s dng ph bin, thng xuyn nht.
Ma trn SWOT (im mnh im yu c hi nguy c)
Ma trn SWOT l mt cng c kt hp quan trng gip cc nh qun tr hnh thnh bn
nhm chin lc sau: chin lc im mnh c hi (SO), chin lc im yu - c hi
(WO), chin lc im mnh nguy c (ST), chin lc im yu - nguy c(WT).
- Cc chin lc SO: pht huy nhng im mnh bn trong n nhn nhng c hi bn
ngoi.
- Cc chin lc WO: nhm khc phc nhng im yu bn trong nm bt nhng c hi
bn ngoi.
- Cc chin lc ST: s dng cc im mnh ca doanh nghip n trnh hay gim thiu
nhng thit hi do nh hng ca cc mi e da t bn ngoi.
- Cc chin lc WT: l nhng chin lc phng th, khc phc nhng im yu bn trong
n trnh nhng mi e da ca mi trng bn ngoi.
Theo Fred R. David, lp mt ma trn SWOT phi tri qua 8 bc:
1. Lit k cc c hi ch yu t mi trng bn ngoi ca doanh nghip (O1, O2,).
2. Lit k cc mi e da ch yu t mi trng bn ngoi ca doanh nghip (T1, T2,).
3. Lit k cc im mnh ch yu ca doanh nghip (S1, S2,).
4. Lit k nhng im yu ch yu ca doanh nghip (W1, W2,).
5. Kt hp nhng im mnh bn trong vi cc c hi bn ngoi, hnh thnh cc chin
lc SO.
6. Kt hp nhng im yu bn trong vi cc c hi bn ngoi, hnh thnh cc chin lc
WO.
7. Kt hp nhng im mnh bn trong vi cc mi e da bn ngoi, hnh thnh cc
chin lc ST.
8. Kt hp nhng im yu bn trong vi cc mi e da bn ngoi, hnh thnh cc chin
lc WT.
Ngoi quy trnh 8 bc lp ma trn SWOT va nu, thc hin phn tch SWOT v
hoch nh cc chin lc, mt s quan im a ra quy trnh 4 bc nh sau:
71
Cc im mnh ch yu (S)
1.
2.
3.
Cc chin lc SO
S dng cc im mnh tn
dng c hi.
Cc chin lc ST
S dng nhng im mnh
n trnh nguy c.
Cc im yu ch yu (W)
1.
2.
3.
Cc chin lc WO
Khc phc im yu khai
thc c hi
Cc chin lc WT
Khc phc im yu vt
qua/ n trnh nguy c.
hnh tho lun su v lp danh sch cc chin lc la chn. Sau , cc chuyn gia phn
tch, tho lun su hn v tng chin lc c la chn vo danh sch v tin hnh cho
im xp th t cho cc chin lc.
Thang im c s dng l 1, 2, 3, 4, th hin mc quan tm ca chuyn gia ti chin
lc. Trong , 1 = chin lc khng nn thc hin, 2 = chin lc c th thc hin, 3 =
chin lc c kh nng thc hin tt, 4 = chin lc c y kh nng thc hin tt. Tnh
im trung bnh ca tt c cc chuyn gia cho tng chin lc, trn c s lp danh sch
cc chin lc theo th t u tin v lc ra nhng chin lc tt nht.
Cng vi phng php chuyn gia, cng c quan trng s dng trong giai on ny l ma
trn hoch nh chin lc c kh nng la chn (QSPM Quantitative Strategic Planning
Matrix)
Ma trn QSPM
Ma trn QSPM l cng c hu hiu cho php cc chuyn gia c th nh gi mt cch
khch quan cc chin lc c th la chn. Ma trn QSPM i hi s phn on nhy bn, chnh
xc bng trc gic ca cc chuyn gia.
- Bn tri ca ma trn QSPM bao gm cc yu t bn trong v bn ngoi (ly t kt qu phn
tch giai on 1), v hng trn cng bao gm cc chin lc kh thi c kh nng la chn
(ly t kt qu phn tch giai on 2).
- Ct bn tri ca ma trn QSPM gm nhng thng tin c ly trc tip t ma trn EFE
v ma trn IFE. Bn cnh ct cc yu t thnh cng ch yu l ct phn loi tng ng ca mi
yu t trong ma trn EFE v ma trn IFE.
- Hng trn cng ca ma trn QSPM bao gm cc chin lc c kh nng la chn c
rt ra t ma trn SWOT. Tuy nhin, khng phi tt c cc chin lc kt hp c trong phn
tch SWOT u c nh gi trong ma trn QSPM.
CC YU T CHNH
(yu t thnh cng ch yu)
H s
phn
loi
Cc yu t bn trong
Qun tr
Marketing
Ti chnh/ K ton
Sn xut/ thc hin
Nghin cu v pht trin
Cc h thng thng tin
Cc yu t bn ngoi
Kinh t
Chnh tr/ lut php/ chnh ph
X hi/ vn ha/ dn s
K thut
Cnh tranh
73
CC CHIN LC C TH
LA CHN
Chin lc
1
Chin lc
2
Chin lc
3
V TR CHIN LC BN NGOI
S n nh ca mi trng (ES)
Doanh li u t
n cn n
Kh nng thanh ton
Vn lun chuyn
Lu thng tin mt
S d dng rt lui khi th trng
Ri ro trong kinh doanh
Th phn
Mc tng trng tim nng
Cht lng sn phm
Mc li nhun tim nng
Chu k sng ca sn phm
S n nh v ti chnh
Lng trung thnh ca khch hng
B quyt cng ngh
S dng cng sut cnh tranh
S s dng ngun lc
B quyt cng ngh
Quy m vn
S kim sot i vi nh cung cp v phn S d dng thm thp th trng
phi
S dng nng sut, cng sut
6 bc pht trin mt ma trn SPACE:
Bc 1. Chn mt nhm cc bin s th hin sc mnh ti chnh (FS), li th cnh tranh
(CA), s n nh ca mi trng (ES) v sc mnh ca ngnh (IS).
75
77
Th phn tng i
Cao
1,0
Trung bnh
0,5
Thp
0,0
Cao
+20
Trung
bnh
10
Stars
II
Question marks
I
T l
tng
trng
ngnh
Cash Cows
III
Dog
IV
Thp
-20
Hnh 5.5. Ma trn BCG.
2(I)
6(S)
3(I)
4(S)
7(H)
5(S)
8(H)
9(H)
1(I)
3,67
S
hp
dn
ca
ngnh
Trung
bnh
2,33
Thp
1,00
5,00
Cao
4,00
3,00
2,00
Trung bnh
V th cnh tranh
Hnh 5.6. Ma trn GE.
79
1,00
Thp
Bc 2. Xy dng ma trn v th cnh tranh ca SBU, c thc hin theo trnh t sau:
1. Xc nh cc yu t xc nh v th cnh tranh tng ngnh, thng l 10 yu t.
2. Xc nh trng s cho mi yu t ty theo tm quan trng ca n trong vic to ra li
th cnh tranh.
3. nh gi v th cnh tranh ca SBU thng qua vic cho im cc yu t theo thang
im t 1 (rt yu) n 5 (rt mnh). Nhn h s quan trng vi im xp hng nng lc cnh
tranh, xc nh im cho tng yu t.
4. Tnh tng s im. y l ch s th hin v th cnh tranh ca SBU.
Bc 3. Xc nh v tr ca SBU trn ma trn GE. Mi SBU c th hin bng mt hnh
trn, c tm l giao im ca tng s im t c v v th cnh tranh v tnh hp dn ca
ngnh.
Bc 4. Cn c vo v tr ca cc SBU trn ma trn GE, xc nh phng n chin lc
ph hp cho tng SBU.
V th cnh tranh
Cao
Tnh
hp
dn
ca
ngnh
Trung
bnh
Thp
Cao
u t
tng
trng
u t
chn lc
tng
trng
Tng
trng
hoc rt
lui
Trung
bnh
u t
chn lc
tng
trng
Tng
trng
hoc rt
lui
Thu
hoch
Thp
Tng
trng
hoc rt
lui
Thu hoch
Loi b
Tng
s
im
quan
trng
ca
ma
trn
EFE
Mnh
3,0 4,0
Trung bnh
2,0 2,99
Yu
1,0 1,99
II
II
IV
VI
VII
VIII
IX
Cao
3,0 4,0
3,0
Trung bnh
2,0 2,99
2,0
Yu
1,0 1,99
1,0
3,0
2,0
1,0
81
V tr
cnh
tranh
yu
Gc t II
1. Pht trin th trng
2. Thm nhp th trng
3. Pht trin sn phm
4. Kt hp theo chiu
ngang
5. Loi bt
6. Thanh l
Gc t I
1. Pht trin th trng
2. Thm nhp th trng
3. Pht trin sn phm
4. Kt hp v pha trc
5. Kt hp v pha sau
6. Kt hp theo chiu
ngang
7. a dng ha tp trung
Gc t III
1. Gim bt chi tiu
2. a dng ha tp trung
3. a dng theo chiu
ngang
4. a dng ha lin kt
5. Loi bt
6. Thanh l
Gc t IV
1. a dng ha tp trung
2. a dng theo chiu
ngang
3. a dng ha lin kt
4. Lin doanh
82
V tr
cnh
tranh
mnh
CU HI N TP
1. Trnh by cc giai on hoch nh chin lc cp cng ty?
2. Ni dung, cc cng c v phng php s dng trong cc giai on nhp vo, giai on kt
hp, giai on quyt nh/
3. Trnh by cc bc phn tch ma trn SWOT?
4. Nu ni dung cc bc xy dng ma trn QSPM, ma trn SPACE, ma trn BCG, ma trn
GE, ma trn IE ?
5. Cc bc xy dng ma trn chin lc chnh ca doanh nghip?
83
kinh nghim sn xu sn phm vi chi ph thp, cc cng ty khc li tp trung vo R&D, cng
ngh tha mn nhu cu khch hng v sn phm c o, c thit k v cht lng vt tri.
Mt s cng ty khc li tp trung vo bn hng, dch v hu mi
Nn tng ca chin lc cnh tranh c hnh thnh t s kt hp cc quyt nh v sn
phm, th trng v nng lc phn bit ca cng ty, nhm t c li th cnh tranh so vi cc
i th.
2. CHN LA CHIN LC CNH TRANH TNG QUT
Phm vi cnh tranh
Khc bit ha
Rng
Chi ph thp
nht
Khc bit ha
sn phm
Hp
Tp trung da
vo chi ph
thp nht
Tp trung da
vo khc
bit ha sn
phm
Chin lc tp trung
Khc bit ha sn
phm
Thp (ch yu l gi
c)
Phn khc th
trng
Th mnh c trng
Qun tr sn xut v
chui cung ng
Nghin cu v pht
trin, bn hng v
marketing
Bt k th mnh no
(ty thuc vo
chin lc chi ph
thp hoc khc
bit ha)
- Cht lng sn phm ngy cng c ci thin v khch hng c y thng tin v sn
phm, khch hng cng tinh t, snh si hn th s trung thnh vi nhn hiu rt d nh mt.
- V theo ui s khc bit nn cng ty c th a vo nhng chi tit, ph kin hay c
tnh rt tn km nhng khch hng khng cn hoc khng xem trng.
- S thay i trong nhu cu v th hiu ca khch hng.
2.3. Chin lc tp trung
Bn cht ca chin lc tp trung l phc v nhu cu ca mt nhm hay phn khc th
trng no c xc nh thng qua cc yu t a l, i tng khch hng hoc tnh
cht sn phm.
Cng ty s dng chin lc tp trung c th tp trung vo chi ph thp hoc khc bit
ha ch trong phn khc th trng chn, nhm t c li th cnh tranh.
Cng ty s dng chin lc tp trung c mc khc bit ha sn phm thp nu l
tp trung da vo chi ph thp nht, nu l tp trung da vo khc bit ha th mc khc
bit ha sn phm s cao, phn khc th trng thp ch c mt hoc vi phn khc. Ty
thuc vo vic cng ty tp trung theo phng thc no m th mnh c trng s tp trung
nhng khu khc nhau.
Nhng li th khi theo ui chin lc tp trung:
- Li th cnh tranh ca cc cng ty theo ui chin lc tp trung bt ngun t chnh
nng lc cnh tranh ca h - kh nng cung cp sn phm/ dch v c o m i th cnh
tranh khng lm c.
- S trung thnh vi nhn hiu ca khch hng lm gim mi e da t sn phm thay
th v l ro cn vi i th cnh tranh tim tng.
- Cng ty c kh nng to ra sn phm vi mc khc bit cao, p ng nhu cu
khch hng.
- V tp trung mt nhm nh sn phm nn cng ty p ng s thay i th hiu ca
khch hng tt hn, thc hin ci tin, pht minh nhanh hn so vi cng ty thc hin chin
lc khc bit ha trn din rng.
Nhng bt li ca cng ty khi theo ui chin lc tp trung:
- Cng ty vo th bt li vi nh cung cp v lng mua nh.
- Do sn xut vi quy m nh, cng ty khng tn dng c hiu ng quy m ln v
ng cong kinh nghim, v thng c chi ph sn xut cao.
- Cng ty cn u t pht trin nng lc cnh tranh dn n chi ph sn xut cao, li
nhun gim.
- V th cnh tranh c th mt i do thay i cng ngh hoc th hiu ca khch hng.
- Khc cng ty khc bit ha trn din rng, cng ty theo ui chin lc tp trung khng
th dch chuyn mt cch d dng ti cc khe h mi chnh bi s tp trung cc ngun lc
v nng lc cnh tranh ca n vo mt hay mt vi khe h.
- i th cnh tranh tm c nhng th phn con trong th trng mc tiu ca cng
ty theo ui chin lc tp trung v nh bi nhng cng ty ny vi mc khc bit hn,
chuyn bit hn.
- Trong iu kin hin i, khong cch ca s khc bit s dn b thu hp.
2.4. Chin lc phn ng nhanh
87
89
CU HI N TP
1. Nn tng ca chin lc cnh tranh l g?
2. Trnh by ni dung ca chin lc chi ph thp nht?
3. Trnh by ni dung ca chin lc khc bit ha sn phm?
4. Trnh by ni dung ca chin lc tp trung?
5. Trnh by cc chin lc cp chc nng ca doanh nghip?
90
Phn tch
mi trng bn
ngoi.
Xc nh c hi
v nguy c
Xc nh
tm nhn,
s mnh,
mc tiu
chin lc
Thit lp
mc tiu
di hn
Thit lp
mc tiu
hng
nm
Phn
phi cc
ngun
lc
Xc nh li mc
tiu kinh doanh
Phn tch mi
trng bn trong.
Nhn din nhng
im mnh/ yu
La chn
cc chin
lc
thc hin
o lng
v nh
gi vic
thc hin
chin
lc
a ra
cc
chnh
sch
Hoch nh
nh gi
chin lc
chin lc
chin lc
- H thng thng tin theo di v gim st thc hin cha bo m v tng xng vi yu
cu.
V vy, khi trin khai thc thi chin lc, ban lnh o cng ty cn tp trung gii quyt
nhng ni dung c bn sau:
- C th ha mc tiu chin lc di hn thnh mt h thng cc mc tiu ngn hn ( mc
tiu hng nm).
- xut cc chnh sch, k hoch hnh ng (marketing, Ti chnh - K ton, Nhim
cu Pht trin v h thng thng tin ni b..).
- nh gi v phn b cc ngun lc c bn.
- Xc nh c cu t chc thch hp.
- Qun tr cc mu thunv vic chng thay i.
- Gn thnh tch v lng thng vi chin lc.
- To ra mi trng vn ha h tr cho chin lc.
- Lm cho qu trnh sn xut/tc nghip thch nghi vi chin lc.
1.2. Thit lp cc mc tiu ngn hn (hng nm)
1.2.1. Khi nim v vai tr ca mc tiu ngn hn
Mc tiu ngn hn l nhng v hot ng c th m t chc cn hng ti v t
c trong mt nm. N thng c biu hin di dng nhng ch tiu c th nh: S tng
trng, th phn, kh nng sinh li, thu nhp, cng ngh, sn phm mi ..
Thit lp h thng cc mc tiu hng nm l rt quan trng v cn thit hng u do hot
ng thc thi chin lc, bi v:
- N to c s v iu kin cho vic phn phi cc ngun lc ch yu : ti chnh, vt cht,
con ngi v k thut
- To nn mt c ch iu hnh hot ng v nh gi hiu qa cng vic ca cc qun tr
vin v nhn vin.
- L cng c ch yu kim sot, iu chnh s tin trin v thc hin cc mc tiu
chin lc di hn
- L c s xc nh nhng vn u tin v quan trng cn c tp trung tho g v
thc hin trc
Cc mc tiu ngn hn cng c th, r rng c ph bin rng ri , cng khai th cng
b m s phi hp hnh ng v thnh cng thc thi ca n.
Mc tiu hng nm cn o lng c, ph hp v c tnh thch thc, nn c h tr
bng nhng ch thng pht tng xng. cn qun trit yu cu; c th v khi lng, cht
lng, chi ph, thi gian v kh nng thc hin.
1.2.2. Qun tr cc mu thun khi xc nh mc tiu
S ph thuc ln nhau ca cc mc tiu v s cnh tranh cc ngun lc c hn thng
dn n mu thun. mu thun l s bt ng gia hai hay nhiu bn v mt s vn nht
nh. Vic ra cc mc tiu hng nm thng a n mu thun v cc b phn, c nhn khc
nhau c nhng nhn thc v mong mun khc nhau, cc chng trnh to ra p lc khc nhau,
tnh cch khng tng hp, khong cch gia cp trn cp di V v vy mu thun cn phi
c qun tr v gii quyt tho ng v li ch chung ca t chc.
93
Trong thc t, gii quyt mu thun ngi ta c th s dng mt trong ba phng php
ch yu sau :
- Lng trnh mu thun: l nhng hnh ng b qua hoc pht l nhng vn bt
ng, vi hy vng mu thun s qua i hoc s t c gii quyt hoc tch ri nhng b phn,
c nhn c mu thun nhau.
- Trung ho mu thun: c th lm gim s khc bit gia cc bn bng cch nu bt
nhng tng ng v li ch chung, dn xp khng ai thy r thng - thua, s dng lut a s
hoc thm quyn cao hn.
- i u vi mu thun: c minh ho bng cch cc bn i ch cho nhau, mi
bn c s nh gi li quan im ca bn kia hoc t chc cc bui hp cc bn trnh by quan
im v cch thc dn xp.
1.3. Xy dng cc chnh sch v k hoch hnh ng
1.3.1. Cc chnh sch
Theo ngha rng, chnh sch l nhng lut l, nguyn tc ch o, nhng phng php,
th tc,quy tc, hnh thc v nhng cng vic hnh chnh c thit lp h tr v thc y
cng vic theo nhng mc tiu ra.
V d: mt s chnh sch c th c ca t chc:
- Khi gi tr hp ng ln n mt mc gii hn no th phi thanh ton bng L/C.
- Ch chp nhn tr chm cho mt s khch hngt mt s tiu chun nht nhdo t
chc ra.
- nh gi ngi lao ng theo cc tiu chun A, B, C,D hng thng, hng qu, nm, trn
c s ngi lao ng s c hng mt mc phc li tng ng.
- Thi gian th vic ca ngi laong l 3 thng.
- Khi mc chi tiu vt qu mt mc nht nh th phi c s ph chun ca cp cao
hn.
- Quy nh gii quyt khiu nai ca khch hng theo mt quy trnh, th tc nht nh
Cc chnh sch to iu kin d dng cho vic gii quyt nhngx vn lp i, lp li v
hng dn vic thc hin chin lc.L cng c thc hin chin lc, cc chnh sch t ra
nhng phm vi, c ch bt buc v nhng gii hn i vi cc hnh ng qun trc th c
thc hin, trn c s s thng/pht cho hnh vi ng x tng ng. Cc chnh sch quy nh
r nhng g c lm v nhng g khng c lm trong qu trnh thc hin mc tiu ca t
chc. Cc chnh sch gip cho cc nh qun tr v cc thnh vinca t chc bit c h mong
mun nhng g v cn lm g, qua lm tng thc hin thnh cng ca chin lc. Chng cng
l c s kim sot, qun tr, to c ch cc b phn trong t chc hp tc, phi hp hnh
ng vi nhau v lm gim thi gian a ra quyt nh ca qun tr vin. Cc chnh sch cng
quy nh r vic g c lm bi ai, v v vy, khuyn khch vic y quyn ra quyt nh cho cc
cp qun tr ph hp, ni cc vn thng xy ra.
1.3.2. Xy dng cc k hoch
a. K hoch
Cng vic tip theo thc hin chin lc l lp v thc hin cc k hoch, k hoch
kinh doanh, ni chung, k hoch ca cc b phn chc nng nh: k hoch marketing, k hoch
sn xut, k hoch ti chnhv k hoch hnh ng ca tng tahnhf vin trong t chc.
94
M hnh ny c hiu qu tc nghip cao nu nhim v c tnh thng xuyn lp li, pht
huy c y nhng li th ca chuyn mn ho, n gin ho vic o to chuyn gia qun
l, c s ch trng n tiu chun ngh nghip v t cch nhn vin
Nhc im : Thng dn n s mu thun gia cc n v chc nng, thiu s phi hp
hnh ng gia cc b phn do chuyn mn ho qu mc v vy cc b phn chc nng
thng cao mnh m t hiu bit cc b phn khc, hn ch s pht trin i ng cn b qun
l chung , kh xc nh trch nhim v doanh thu li nhun c th cho mi b phn
Gim c ca hng
Trng phng
Trng phng
hng ho
Trng phng
khuyn mi
tn dng
Hnh 7.2. M hnh t chc theo chc nng, nhim v.
b. T chc theo sn phm: c th phn loi i ng nhn s v cc mt hot ng theo cc loi
hoc cc nhm sn phm:
- u im : Quy nh trch nhim v li nhun, doanh s li nhun cho cc bin php
tng i r rng, vic phi hp hot ng gia cc phng ban chc nng hiu qu hn, to kh
nng tt cho vic pht trin i ng cn b qun tr chung, cc bin php c thng qua v
chp thun, c ch nhiu hn n kh nng v th trng ca mnh.
- Nhc im: S tranh dnh v ngun lc gia cc b phn sn xut khc nhau thng
gy gt phc tp, pht trin c t cn b qun tr chuyn trch, mt s Chin lc v nhim v
chung ca cng ty c th b xem nh hay tu thuc vo nng lc ca cn b lnh o b phn.
Gim c ca hng
Qun tr quy
chi
Qun tr
in
Qun tr
kim hon
97
Gim c chi
Nhnh min Ty
Gim c chi
nhnh min ng
Gim c chi
nhnh Ty Nam
d. M hnh t chc theo i tng khch hng: c t chc theo khch hng hoc theo loi
khch hng. N t c s dng nh mt m hnh duy nht hay dng c cu t chc chnh nhng
n thng c s dng cho mt t chc tng th .
- u im : To ra s hiu bit khch hng tt hn, to ra hiu nng ln hn trong vic
nh hng cc n lc v bn hng.
- Nhc im : Tranh dnh ngun lc mt cch phn hiu qu, thiu s chuyn mn ho,
khng thch hp vi cc lnh vc hot ng khc ngoi Marketing v tiu th hng.
Qun tr mi v
Tu
thuyn
Thu mn
Bn l
Tng gim c
iu
hnh
Ch tch doanh
nghip A
Ch tch doanh
Ch tch doanh
nghip B
nghip C
Hnh 7.6. M hnh t chc theo n v kinh doanh chin lc.
f. M hnh t chc hn hp: L m hnh t chc trong kt hp hai hay nhiu m hnh thun
tu ni trn gia tng c cc u im ca m hnh t chc chnh ng thi gim c cc
nhc im ca n.
- u im : Gip x l cc tnh hung phc tp mt cch d dng hn, cho php chuyn
mn ho mt s c cu t chc, c tc dng tt i vi cc hng ln.
- Nhc im: C cu t chc phc tp, d dn n vic hnh thnh cc doanh nghip qu
nh.
Ch tch
Qun tr tn dng
Qun tr b phn sn
xut giy dp
Qun tr b phn sn
xut chi
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Hnh 7.7. M hnh t chc hn hp.
Qun tr qung co
Qun tr b phn sn
xut trang tr ni
tht
c th hp nht hoc phn ng trc s thay i nhanh chng v cng ngh. Cc hng khai thc
cng ngh.
2. KIM TRA, NH GI TNH HNH THC HIN CHIN LC CHIN LC
2.1. Bn cht ca vic kim tra, nh gi tnh hnh thc hin chin lc
Kim tra nh gi tnh hnh thc hin chin lc l giai on cui cng, mt giai on khng
th thiu trong ton b qu trnh qun tr chin lc.
Phn tch
mi trng bn
ngoi.
Xc nh c hi
v nguy c
Xc nh
tm nhn,
s mnh,
mc tiu
chin lc
Thit lp
mc tiu
di hn
Thit lp
mc tiu
hng
nm
Phn
phi cc
ngun
lc
Xc nh li mc
tiu kinh doanh
Phn tch mi
trng bn trong.
Nhn din nhng
im mnh/ yu
La chn
cc chin
lc
thc hin
o lng
v nh
gi vic
thc hin
chin
lc
a ra
cc
chnh
sch
Hoch nh
nh gi
chin lc
chin lc
chin lc
Thc t cho thy rng, qu trnh qun tr chin lc khc nhau c th dn n nhng kt qu
rt khc nhau : nhng quyt nh chin lc ng n s mang li nhng kt qu tt p, c
gi tr bn vng lu di, ngc li, nhng quyt nh chin lc sai lm c th gy ra nhng
thit hi nghim trng,c th y t chc ri vo tnh trng ph sn, dit vong.Chnh v vy,
cn kim tra, nh gitnh hnh thc hin chin lc, pht hin kp thi chin lc ng
hay sai ? ng sai ch no ? Mc no ? Trn c s tm bin php khc phc thch hp.
Bn cnh , cng chnh nh qu trnh kim tra, nh gi s gip n c, nhc nh mi
thnh vin trong t chc, lun nh nhim v ca mnh, trn c s tp trung sc lc
thc hin thnh cng chin lc c hoch nh.
Chin lc c hoch nh trn c s phn tch mi trng bn ngoi v bn trong, xc
nh cc c hi, ngu c, im mnh, im yu, kt hpcc yu t c xc nh tm ra
nhng chin lc c kh nng la chn v quyt nh la chn chin lc. Nhvy, mi
101
trng bn ngoi v bn trong c phn thc cng nhng d bo, phn on ca cc chin
lc gia c nh hng rt ln n cht lng chin lc c hoch nh. Nhng mi
trng lun thay i v khng ai c th d bo chnh xc c tt c mi s thay i ca
mi trng. Khi mi trng thay i, i hi chin lc cng phi c iu chnh cho ph
hp th mi c th m bo s thnh cng cho t chc. V vy, cn phi kim tra nh gi
chin lc pht hin kp thi nhng thay i,nhng iu cha ph hp, c c k
hoch hnh ng ph hp hn. C nh vy, mi bo m thc hin c cc mc tiu ra,
gip t chc lun l ngi chin thng.
Ngoi ra cn lu , qun tr chin lc l qu trnh tun hon lin tuc. Kim tra, nh gi l
giai on cui ca qu trnh qun tr chin lc thi k trc, song n ng thi l giai
onu cung cp thng tin cho qu trnh hoch nh chin lc cho thi k tip theo. V
vy, nh gi chin lc ca thi k trc c nh hng to ln n cht lng chin lc
ca thi k sau.
2.2. Tin trnh kim tra, nh gi tnh hnh thc hin chin lc
nh gi chin lc cn thc hin nhngx cng vic c bn sau :
- Xc nh nhng ni dung phi kim tra.
- t nhng tiu chun kim tra.
- o lng kt qu thc hin.
- So snh kt qu thc hin vi tiu chun/mc tiu ra.
- Xc nh nguyn nhn ca nhng sai lch.
- Tm bin php khc phc.
2.2.1. Xc nh ni dung kim tra
C ba ni dung cn kim tra:
- Kim tra, nh gi nhng chin lc c hoch nh.
- Kim tra, nh gi khu qun l nhm thc y ton b h thng hon thnh cc mc
tiu chin lc.
- Kim tra, nh gi khu tc nghip nhm xc nh thnh tch ca cc c nhn, b phn
trong t chc / nh gi thnh tch.
a. Kim tra, nh gi chin lc: c tin hnh hai giai on
- Trong qu trnh hoch nh chin lc (giai on ra quyt nh).
- Sau khi chin lc c thc hin.
nh gi chin lc nhm tr li cc cu hi:
- Chin lc ca doanh nghip c c thc hin thnh cng khng?/Cc mc tiu c bn
di hn ca doanh nghip c c thc hin khng?
- Chin lc ca doanh nghip c cn ph hp vi mi trng khng?
- C cn iu chnh chin lc khng? Nu cn iu chnh th phi iu chnh ton b
chin lc hay ch cn iu chnh cc chin lc b phn?
- Nu khng cn iu chnh th kh nng cnh tranh ca doanh nghip s nh th no khi
so snh vi cc i th?
102
Chun b ma trn nh gi yu st
Hat
ngbth
Chun
ma1:trn nh gi yu st
bn ngoi
c iu chnh.
XEM
NHNG
PHN
C BN CA CHIN
LC
bnXT
trong
c iu
chnh.
So snh ma trn nh gi yu t bn
So snh ma trn nh gi yu t
ngoi hin ti vi ma trn c
bn trong hin ti vi ma trn
iu chnh
c iu chnh
Khng
Hat
ng th
3:
THC
HIN
IU
CHNH
Khng
b. Kim tra, nh gi khu qun l /Kim tra, nh gi qu trnh t chc thc hin chin
lc: c ngha l xc nh mc thc hin cc mc tiu nhm thc y cc b phn trong
t chc v ton b h thngtch cc hat ng v hat ng hiu qu hon thnh cc mc
tiu chin lc. ni dung ny, cn c bit quan tm kim tra tnh hnh thc hin mc tiu
ngn hn, mc tiu ca cc phng ban, b phn, cc chnh sch v tnh hnh thc hin cc
chnh sch, tnh hnh v kt qu ca vic phn b cc ngun lc.
Kim tra tc nghip : nhm xc nh thnh tch ca c nhn v cc t i, nhm cng tc.
Mi loi hnh kim tra trn khng phi l mt cng vic ring bit tch ri, m trong thc
t gia chng c mi quan h vi nhau.
Cc yu t kim tra nh gi c th chia ra hai nhm ln : nhn lc v vt lc. Mi yu t
cn c kim tra trn bn phng din : s lng, cht lng, thi gian v chi ph. Mi phng
din kim tra li c thc chi tit ha bng nhng ch tiu c th, v d :khi kim tra chi ph
cn xem xt:
- Chi ph sn xut, phn b trc tip vo gi thnh sn phm, dch v.
- Chi ph ph tr, chi ph h tr cho sn xut c tnh vo gi sn phm.
- Ph bo him
- Chi ph khc..
2.2.2. ra tiu chun nh gi
Sau khi xc nhni dung kim tra, ban lnh o cn nh ra tiu chun kim tra, nh gi
mi kha cnh thnh tch. Nu khng c tiu chun kim tra nh gi th vic kim tra khng
th thc hin c hiu qu c.
Theo Richarch Rumelk, nh gi chin lc cn da vo bn tiu ch :
- Nht qun.
- Ph hp.
- Kh thi.
- Thun li.
nh gi thnh tch mt cch chnh xc, mang li kt qu mong i cn da vo cc
tiu chun c tnh :
- C th, r rng.
- C nhng tiu chun thay th.
- Chp nhn mt sai s cho php.
2.2.3. o lng kt qu t c
Cc phng php o lng kt qu hat ng:
a. nh gi theo cc ch tiu marketing
C nm ch tiu marketingchnh cn nh gi v phn tch:
- Phn tch doanh s bn hng.
- Phn tch th phn.
-T l chi ph marekting trn doanh s bn ra : T l chi ph cho lc lng bn hng/doanh
s bn, qung co/doanh s bn, nghin cu marketing/doanh s bn, chi ph qun l hnh
chnh/ doanh s bn.
104
- Tm hiu thi ca khch hng qua thu c cc ch s quan trng v cht, phn nh
s pht trin khch hng (Sdng mt h thng cho khch hng khiu ni v gp , ghi chp
s b v khch hng, tin hnh kho st khch mua hng).
- Phn tch hiu qa : trc ht nhm kim tra hiu qu ca cc lc lng bn hng, cng tc
qung co, khuyn mi, phn phi hng.
Ch s hiu qu ca lc lng bn hng bao gm: s ln bn hng trung bnh trong mt ngy,
thi gian trung bnh mi ln bn hng, doanh s trung bnh ca mi ln bn, chi ph bnh
qun ca mi ln bn hng.
Ch s hiu qu ca cng tc qung co bao gm: chi ph bnh qun tnh trn 1000 khch
hng, ch tiu v thi ca khch hng tr v sau khi tin hnh qung co, s n hng
nhn c sau mi ln qungco.
Ch s hiu qu khuyn mi bao gm : t l % gi tr ca cc phiu trng thng v chi ph
pht sinh so vi doanh s bn ra.
Ch s hiu qu ca cng tc phn phi hng ha bao gm : chi ph cho mi ln giao hng
cho khch hng v s ln giao hng trung bnh trong mt ngy.
b. Cc ch tiu v ngun nhn lc
Phng php nh gi:
- Ch tiu sn xut nhm nh gi s lng hoc chtlngca sn lng hoc kt qu sn
xut (V d : s my in thoi sn xut hoc bn c).
- nh gi v con ngi : s ln ngh vic, i mun, s ln xy ra s c, mc tng
lng
- nh gi quan im nhn thc ca cng nhn vin.
c. Cc ch tiu nh gi v kt qu sn xut
- Kim tra trc khi sn xut : nhm xc nh trc cc tiu chun v ch tiu v s lng v
ngun lc a vo sn xut.
- Kim tra trong qu trnh sn xut : l kim tra s lng v thi hn hon thnh sn xut sn
phm, thng c th hin bng tin sn xut.
- Kim tra sau qu trnh sn xut : nhm phn tch u ra ca qu trnh sn xut,bao gm :
phn tch gi thnh, im tra nh lngtheo phng php thng k nhm pht hin cc sn
phm khuyt tt hoc c cht lng thp.
d. Thanh tra
Cng tc kim tra cn bao gm vic nh gi v thanh tra nh k cp b phn chc nng.
Thanh tra l kim tra mt cch c h thng cc b phn cu sthnh ca b phn chc
nng.Nhim v ca vic thanh tra l lm r mt yu km, cc vn vng mc tn ti v
cc c hi tim nng.
2.2.4. So snh vi kt qu t c vi tiu chun ra
Nu khng c vic so snh th vic kim tre mang nng tnh ch quan, hnh thc khng
em li kt qu mong mun. Vic so snh kt qu t c vi tiu chun ra cn gip nng
cao cht lng ca khu xc nh mc tiu, ch tiu, ra tiu chun, v l c s cho vic ra
ch tiu cho giai on pht trin tip theo.
Cn xc nh mc sai lch cho php khi so snh kt qu vi tiu chun ra.Nu kt qu
thc t t c nm gia cc ng gii hn trn v gii hn di, v nu thy khng c xu
105
107
CU HI N TP
1. S cn thit ca thc hin chin lc?
2. Hy cho bit nhng ni dung c bn ca qu trnh thc hin chin lc.
3. Cch thit lp mc tiu hng nm?
4. Chnh sch l g? Vai tr ca chnh sch i vi qu trnh thc hin chin lc?
5. K hoch kinh doanh l g? Vai tr v ni dung ca k hoch kinh doanh?
6. Qu trnh hoch nh v phn b cc ngun lc?
7. Hy cho bitbn cht v vai tr ca vic kim tra, nh gi tnh hnh thc hin chin lc.
8. Trnh by hiu bit ca anh/ch v qu trnh kim tra, nh gi tnh hnh thc hin chin lc.
108