Ma trn SWOT - Ngun gc v ngha!

M hnh phn tch SWOT l mt cng c rt hu dng cho vic nm bt v ra quyt nh trong mi tnh hung i vi bt c t chc kinh doanh no. Vit tt ca 4 ch Strengths (im mnh), Weaknesses (im yu), Opportunities (c hi) v Threats (nguy c), SWOT cung cp mt cng c phn tch chin lc, r sot v nh gi v tr, nh hng ca mt cng ty hay ca mt n kinh doanh. SWOT ph hp vi lm vic v phn tch theo nhm, c s dng trong vic lp k hoch kinh doanh, xy dng chin lc, nh gi i th cnh tranh, tip th, pht trin sn phm v dch v...

I. Ngun gc m hnh phn tch SWOT

M hnh phn tch SWOT l kt qu ca mt cuc kho st trn 500 cng ty c doanh thu cao nht do tp ch Fortune bnh chn v c tin hnh ti Vin Nghin cu Standford trong thp nin 60-70, nhm mc ch tm ra nguyn nhn v sao nhiu cng ty tht bi trong vic thc hin k hoch. Nhm nghin cu gm c Marion Dosher, Ts. Otis Benepe, Albert Humphrey, Robert Stewart v Birger Lie.

Vic Du Pont lp k hoch kinh doanh di hn vo nm 1949 khi mo cho mt phong tro to dng k hoch ti cc cng ty. Cho ti nm 1960, ton b 500 cng ty c tp ch Fortune bnh chn u c Gim c k hoch v cc Hip hi cc nh xy dng k hoch di hn cho doanh nghip, hot ng c Anh quc v Hoa K.

Tuy nhin, tt c cc cng ty trn u tha nhn rng cc k hoch di hn ny khng xng ng u t cng sc bi khng c tnh kh thi, cha k y l mt khon u t tn km v c phn ph phim.

Trn thc t, cc doanh nghip ang thiu mt mt xch quan trng: lm th no ban lnh o nht tr v cam kt thc hin mt tp hp cc chng trnh hnh ng mang tnh ton din m khng l thuc vo tm c doanh nghip hay ti nng ca cc chuyn gia thit lp k hoch di hn.

 to ra mt xch ny, nm 1960, Robert F. Stewart thuc Vin Nghin cu Standford, Menlo Park, California, t chc mt nhm nghin cu vi mc ch tm hiu qu trnh lp k hoch ca doanh nghip nhm tm ra gii php gip cc nh lnh o ng thun v tip tc thc hin vic hoch nh, iu m ngay nay chng ta gi l thay i cung cch qun l.

Cng trnh nghin cu ko di 9 nm, t 1960 n 1969 vi hn 5000 nhn vin lm vic ct lc hon thnh bn thu thp kin gm 250 ni dung thc hin trn 1100 cng ty, t chc. V sau cng, nhm nghin cu tm ra 7 vn chnh trong vic t chc, iu hnh doanh nghip hiu qu. Tin s Otis Benepe xc nh ra Chui lgc, ht nhn ca h thng nh sau:

1. Values (Gi tr) 2. Appraise (nh gi) 3. Motivation (ng c) 4. Search (Tm kim) 5. Select (La chn) 6. Programme (Lp chng trnh) 7. Act (Hnh ng) 8. Monitor and repeat steps 1 2 and 3 (Gim st v lp li cc bc 1, 2 v 3).

Cc nh nghin cu pht hin ra rng, khng th thay i gi tr ca nhm lm vic hay t ra mc tiu cho nhm lm vic, v vy nn bt u bc th nht bng cch yu cu nh gi u im v nhc im ca cng ty. Nh kinh doanh nn bt u h thng ny bng cch t t cu hi v nhng iu tt v xu cho hin ti v tng lai. Nhng iu tt hin ti l Nhng iu hi lng (Satisfactory), v nhng iu tt trong tng lai c gi l C hi (Opportunity); nhng iu xu hin ti l Sai lm (Fault) v nhng iu xu trong tng lai l Nguy c (Threat). Cng vic ny c gi l phn tch SOFT.

Khi trnh by vi Urick v Orr ti Hi tho v Lp k hoch di hn ti Dolder Grand, Zurich, Thy S nm 1964, nhm nghin cu quyt nh i ch F thnh ch W v t SOFT chnh thc c i thnh SWOT.

Sau , SWOT c Urick v Orr qung b ti Anh quc nh mt dng bi tp cho tt c mi ngi. Nhng iu cn phi lm trong khi lp k hoch ch l phn loi cc vn theo mt s danh mc c yu cu.

Bc th hai c iu chnh thnh Nhm s lm g? vi tng phn trong danh mc. Qu trnh lp k hoch ny sau c thit k thng qua phng php Th v sai m kt qu l mt qu trnh gm 17 bc, bt u bng SOFT/SWOT vi mi mc ghi ring vo tng trang.

Phin bn u tin c th nghim v xut bn nm 1966 da trn hot ng ca cng ty Erie Technological Corp. Erie Pa. Nm 1970, phin bn ny c chuyn ti Anh di s ti tr ca cng ty W.H.Smith & Sons PLC v c hon thin nm 1973. Phng php phn tch ny cng c s dng khi sp nhp cc c s xay xt v nng bnh ca CWS vo J.W.Frenhch Ltd.

K t , qu trnh ny c s dng thnh cng rt nhiu ln nhiu doanh nghip v t chc thuc cc lnh vc khc nhau. V ti nm 2004, h thng ny c pht trin y , chng minh c kh nng gii quyt hng lot cc vn hin nay trong vic xc lp v nht tr cc mc tiu mang tnh thc tin hng nm ca doanh nghip m khng cn da vo cc c vn bn ngoi.

II. Vai tr v ngha ca SWOT.

Phn tch SWOT l vic nh gi mt cch ch quan cc d liu c sp xp theo nh dng SWOT di mt trt t l gc d hiu, d trnh by, d tho lun v a ra quyt nh, c th c s dng trong mi qu trnh ra quyt nh. Cc mu SWOT cho php kch thch suy ngh hn l da trn cc phn ng theo thi quen hoc theo bn nng. Mu phn tch SWOT c trnh by di dng mt ma trn 2 hng 2 ct, chia lm 4 phn: Strengths, Weaknesses, Opportunities, and Threats. Lu rng cn xc nh r rng ch phn tch bi SWOT nh gi trin vng ca mt vn hay mt ch th no , chng hn mt:

- cng ty (v th trn th trng, tin cy...),

- sn phm hay nhn hiu, - xut hay tng kinh doanh, - phng php - la chn chin lc (thm nhp th trng mi hay a ra mt sn phm mi...), - c hi st nhp hay mua li, - i tc tim nng, - kh nng thay i nh cung cp, - thu ngoi hay gia cng (outsourcing) mt dch v, mt hot ng hay mt ngun lc, - c hi u t.

Hn na, SWOT c th c p dng phn tch tnh hnh ca i th cnh tranh.

Ch phn tch SWOT cn c m t chnh xc nhng ngi khc c th thc hin tt qu trnh phn tch v hiu c, hiu ng cc nh gi v n ca kt qu phn tch.

M hnh SWOT thng a ra 4 chin lc c bn: (1) SO (Strengths Opportunities): cc chin lc da trn u th ca cng ty tn dng cc c hi th trng. (2) WO (Weaks - Opportunities): cc chin lc da trn kh nng vt qua cc yu im ca cng ty tn dng c hi th trng. (3) ST (Strengths - Threats): cc chin lc da trn u th ca ca cng ty trnh cc nguy c ca th trng. (4) WT (Weaks - Threats): cc chin lc da trn kh nng vt qua hoc hn ch ti a cc yu im ca cng ty trnh cc nguy c ca th trng.

thc hin phn tch SWOT cho v th cnh tranh ca mt cng ty, ngi ta thng t t cc cu hi sau:

- Strengths: Li th ca mnh l g? Cng vic no mnh lm tt nht? Ngun lc no mnh cn, c th s dng? u th m ngi khc thy c mnh l g? Phi xem xt vn t trn phng din bn thn v ca ngi khc. Cn thc t ch khng khim

tn. Cc u th thng c hnh thnh khi so snh vi i th cnh tranh. Chng hn, nu tt c cc i th cnh tranh u cung cp cc sn phm cht lng cao th mt quy trh sn xut vi cht lng nh vy khng phi l u th m l iu cn thit phi c tn ti trn th trng.

- Weaknesses: C th ci thin iu g? Cng vic no mnh lm ti nht? Cn trnh lm g? Phi xem xt vn trn c s bn trong v c bn ngoi. Ngi khc c th nhn thy yu im m bn thn mnh khng thy. V sao i th cnh tranh c th lm tt hn mnh? Lc ny phi nhn nh mt cch thc t v i mt vi s tht.

- Opportunities: C hi tt ang u? Xu hng ng quan tm no mnh bit? C hi c th xut pht t s thay i cng ngh v th trng d l quc t hay trong phm vi hp, t s thay i trong chnh sch ca nh nc c lin quan ti lnh v hot ng cuat cng ty, t s thay i khun mu x hi, cu trc dn s hay cu trc thi trang..., t cc s kin din ra trong khu vc. Phng thc tm kim hu ch nht l r sot li cc u th ca mnh v t t cu hi liu cc u th y c m ra c hi mi no khng. Cng c th lm ngc li, r sot cc yu im ca mnh v t t cu hi liu c c hi no xut hin nu loi b c chng.

- Threats: Nhng tr ngi ang phi? Cc i th cnh tranh ang lm g? Nhng i hi c th v cng vic, v sn phm hay dch v c thay i g khng? Thay i cng ngh c nguy c g vi cng ty hay khng? C vn g v n qu hn hay dng tin? Liu c yu im no ang e do cng ty? Cc phn tch ny thng gip tm ra nhng vic cn phi lm v bin yu im thnh trin vng.

M hnh phn tch SWOT thch hp cho vic nh gi hin trng ca cng ty thng qua vic phn tch tinh hnh bn trong (Strengths v Weaknesses) v bn ngoi (Opportunities v Threats) cng ty. SWOT thc hin lc thng tin theo mt trt t d hiu v d x l hn.

Cc yu t bn trong cn phn tch c th l:

- Vn ha cng ty. - Hnh nh cng ty.

- C cu t chc. - Nhn lc ch cht. - Kh nng s dng cc ngun lc. - Kinh nghim c. - Hiu qu hot ng. - Nng lc hot ng. - Danh ting thng hiu. - Th phn. - Ngun ti chnh. - Hp ng chnh yu. - Bn quyn v b mt thng mi.

Cc yu t bn ngoi cn phn tch c th l:

- Khch hng. - i th cnh tranh. - Xu hng th trng. - Nh cung cp. - i tc. - Thay i x hi. - Cng ngh mi. - Mi trung kinh t. - Mi trng chnh tr v php lut.

Cht lng phn tch ca m hnh SWOT ph thuc vo cht lng thng tin thu thp c. Thng tin cn trnh ci nhn ch quan t mt pha, nn tm kim thng tin t mi pha: ban gim c, khch hng, i tc, nh cung cp, i tc chin lc, t

vn... SWOT cng c phn hn ch khi sp xp cc thng tin vi xu hng gin lc. iu ny lm cho nhiu thng tin c th b g p vo v tr khng ph hp vi bn cht vn . Nhiu mc c th b trung ha hoc nhm ln gia hai thi cc S-W v O-T do quan im ca nh phn tch