Professional Documents
Culture Documents
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S TNG TRNG NHANH CHNG CA TH TRNG
V
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a
n
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m
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Gc t II
- -- - Pht trin th trng
- -- - Thm nhp th trng
- -- - Pht trin sn phm
- -- - Hi nhp hng ngang
- -- - T b hot ng
- -- - Tu hi vn u t
Gc t I
- -- - Pht trin th trng
- -- - Thm nhp th trng
- -- - Pht trin sn phm
- -- - Hi nhp hng ngang
- -- - Hi nhp v pha trc
- -- - Hi nhp v pha sau
- -- - a dng ha tp trung
Gc t III
- -- - Ct gim chi ph
- -- - a dng ha tp trung
- -- - a dng ha theo
chiu ngang
- -- - a dng ha lin kt
- -- - T b hot ng
- -- - Thu hi vn u t
Gc t IV
- -- - a dng ha tp trung
- -- - a dng ha theo
chiu ngang
- -- - a dng ha lin kt
- -- - Lin doanh
S TNG TRNG CHM CHP CA TH TRNG
II. So snh la chn chin lc ti u
nh gi cc mt tt, cha tt ca cc phng n, cn nhc tng yu t a ra quyt
nh cui cng.
CHNG 5 CHIN LC TNG TH CA CNG TY
CHIN LC & CHNH SCH KINH DOANH
75
C 2 phng php mang tnh ph bin v tnh thuyt phc cao:
1. Phng php truyn thng
Cc yu t em xem xt so
snh
H s
quan
trng
Ph. n I Ph. n II Ph. n III
nh
gi
Quy
i
nh
gi
Quy
i
nh
gi
Quy
i
1. Kh nng t mc tiu 3 5
2. Tn dng tt cc c hi 2 5
3. Hn ch cc nguy c 2 3
4. S dng tt th mnh 2 2
5. Khc phc im yu 1 2
6. Ph hp vi kh nng TC 3 3
7. Ph hp vi phong cch L 1 2
8. Ph hp vi chu k SSP 2 3
9. Ci thin v th cnh tranh 2 3
10. Hiu qu kinh t cao 3 2
11. Tch ly TS v hnh 2 2
Tng cng 164 172 151
H s quan trng: cho im t 1 3
1 : t quan trng
3 : rt quan trng
nh gi: cho im t 1 5 : mc hon thin phng n t yu cu tt
hay khng tt
1 : mc t yu cu khng tt
5 : mc t yu cu rt tt
2. Phng php thit lp ma trn theo mc hp dn ca phng n
H s quan trng: cho im t 0.0 1.0
0.0 : t quan trng
1.0 : rt quan trng
nh gi: cho im t 1 4 : Mc hp dn ca phng n
1 : t hp dn
4 : rt hp dn
CHNG 5 CHIN LC TNG TH CA CNG TY
CHIN LC & CHNH SCH KINH DOANH
76
Cc yu t em xem xt so
snh
H s
quan
trng
Ph. n I Ph. n II Ph. n III
nh
gi
Quy
i
nh
gi
Quy
i
nh
gi
Quy
i
Li sut ngn hng 0.05 4
Cnh tranh 0.10 2
Tc tng nhu cu 0.15 3
Php lut 0.05 1
Xu hng tiu dng thay i 0.05 2
Ngun nguyn liu 0.10 3
Kh nng ti chnh 0.20 4
R & D 0.10 1
Cht lng sn phm 0.10 2
Kh nng cnh tranh v gi 0.05 2
Lng trung thnh ca KH 0.05 2
Tng cng
Phng n no c im tin gn 4 nht, ta la chon phng n thc hin
--- =~= ---
CHNG 6 CHIN LC CP N V THNH VIN & B PHN CHC NNG
CHIN LC & CHNH SCH KINH DOANH
77
CHNG 6:
CHIN LC CP N V THNH VIN V B PHN CHC NNG
Mi n v c s (hay n v kinh doanh chin lc ca cty) cn hach nh cc chin lc nhm
hon thnh v hu thun cho cc chin lc v mc tiu c ra cty.
A- Cc chin lc cc n v kinh doanh:
I. Cc chin lc cnh tranh theo quan im ca M.Porter:
Cc chin lc cnh tranh theo quan im ca M.Porter:
1. Chin lc dn u chi ph thp:
S dng li th chi ph thp nh gi di mc gi ca cc i th cnh tranh v thu
ht s ng khch hng nhy cm vi gi c v nhm tng tng s li nhun & Chim
c th phn ln.
Chin lc s tht bi nu lng gi gim qu t, khng thu ht s ch khch
hng.
Cc gii php:
t trng tm vo vic cung cp sp, dch v cho nhm khch hng tiu th khi
lng ln sp ca DN tng thm sn lng sx gim chi ph trn dy chuyn sx.
Ch trng n pht trin cc nng lc c bit trong nghin cu v pht trin, trong
han thin cng ngh sx, thay th nguyn liu r tin hn m vn m bo cht
lng sp.
2. Chin lc khc bit ha:
DN vn ln v tr u ngnh bng cch:
Tp trung to ra cc chng loi sp khc bit r rt so vi i th.
1. Chin lc dn u
chi ph thp
2. Chin lc khc bit
ha
4b. Chin lc tp
trung khc bit ha
4a. Chin lc tp
trung chi ph thp
LI TH CNH TRANH
Chi ph thp Sn phm khc
3. Chin lc chi ph thp
hp l hoc khc bit ha
Rng
Hp
T
H
T
R
N
G
M
C
T
I
U
CHNG 6 CHIN LC CP N V THNH VIN & B PHN CHC NNG
CHIN LC & CHNH SCH KINH DOANH
78
To ra cc chng trnh Marketing c s khc bit r rt so vi i th cnh tranh.
Chin lc khc bit ha s tht bi khi:
KH khng coi trng tnh khc bit ca nhn hiu so vi nhn cnh tranh.
S khc bit qu n gin, d b i th cnh tranh bt chc.
3. Chin lc chi ph thp hp l vi khc bit ha cc yu t u ra:
Cc n v kinh doanh cung cp cho khch hng nhng gi tr vt tri so vi gi c sp
bng cch p ng tt nht cc mong mun ca KH i vi cc thuc tnh ca sp vi gi
c hp l nht nh v:
Cht lng, dch v.
Cc c trng ni bt.
Hiu qu s dng.
4. Chin lc tp trung hoc n nu th trng (chin lc trng tm ha):
Cc n v kinh doanh tp trung s ch ca mnh vo mt phn khc hp trn tan b
th trng (theo a l, thu nhp, tui, ngh nghip), l ni cha c i th cnh
tranh hay i th cha p ng tt nhu cu v mong mun ca KH.
Vd: Bnh vin m trung tm y khoa dnh cho ngi cao tui.
II. Cc chin lc cnh tranh dnh cho cc n v kinh doanh theo v tr th phn
trn th trng:
1. Cc chin lc dnh cho cc n v kinh doanh dn u th trng:
O Khi nim:
n v kinh doanh dn u th trng l n v kinh doanh c th phn ln nht,
thng dn u cc i th cnh tranh trong ngnh v vic gii thiu sn phm mi,
thay i gi c, pht trin mng li bn hng bao trm cc khu vc a l v thc
hin cc hot ng xc tin bn hng rng ri.
O Nguyn nhn hnh thnh:
Cc n v dn u th trng lun phi i mt vi nguy c b tn cng t cc i
th cnh tranh gi vng v tr dn u ca mnh
O Cc phng n chin lc:
a. Chin lc m rng tng nhu cu th trng:
e L chin lc khai thc ti a kh nng tiu th sn phm ca cc i tng khch
hng trong tng thi k, nhm lun chim c th phn ln nht trn cc phn
CHNG 6 CHIN LC CP N V THNH VIN & B PHN CHC NNG
CHIN LC & CHNH SCH KINH DOANH
79
khc th trng mc tiu. Chin lc ny c trin khai nhm cng c v tr dn
u th trng ca n v.
e Nhng bin php c th thc hin m rng tng nhu cu th trng nh sau:
a.1 Tm kim khu vc a l mi bn hng:
L tm kim nhng vng lnh th khc, quc gia khc nhng ni m trc
y n v kinh doanh cha bn sn phm ca mnh.
Vd: HAPROSIMEX HCM l cng ty chuyn sn xut v xut khu hng nng
sn v th cng m ngh. Th trng chnh l Chu u, M, Nht, nm 2005
Haprosimex m rng th trng sang Chu phi.
a.2 Tm kim khch hng mi:
L tm kim nhng ngi trc y cha bit n sn phm, ngi cha mua
sn phm v gi cao hay v sn phm cha ph hp mong mun, hoc nhng
ngi khng nm trong nhm khch hng mc tiu ban u ca n v kinh
doanh.
Vd: Viettel thit k gi cc Hi school dnh ring cho cc i tng hc
sinh trong tui 14-18 vi nhiu u i hp dn. Nh , Viettel thu ht c
mt s lng ln ngi tiu dng mi.
a.4 Pht trin cng dng mi ca sn phm:
Khm ph, xut v b sung thm nhng cng dng mi cho sn phm gip
n v kinh doanh m rng tng nhu cu th trng.
Vd: in thoi di ng trc y ch c 2 chc nng nghe v gi, hin nay c
thm nhiu chc nng mi nh chp hnh, quay phim, lt web
a.4 Khuyn khch s dng sn phm nhiu hn:
Tm cch thuyt phc khch hng s dng sn phm nhiu hn.
Vd: Colgate thc hin chng trnh chm sc rng ming min ph gp phn
thuyt phc khch hng s dng lng kem nh rng nhiu hn trong ngy.
b. Chin lc bo v th phn hay chin lc phng th:
e Cc n v dn u th trng lun gp s e da ca cc i th cnh tranh khc
nn phi thc hin chin lc phng th chng li s tn cng ca i th cnh
tranh.
e M hnh phng th m cc n v kinh doanh dn u c th s dng nh sau:
CHNG 6 CHIN LC CP N V THNH VIN & B PHN CHC NNG
CHIN LC & CHNH SCH KINH DOANH
80
b.1 Phng th v tr:
L chin lc c bn nht gip n v dn u gi vng v tr ca mnh.
Lun r sot li v tr hin ti ca mnh so vi cc i th cnh tranh a ra
nhng bin php phng th thch hp. Ty tnh hung c th nh qun tr c
th thc hin nhng bin php nh:
Lun chnh n qu trnh hot ng tit kim chi ph, gi c mc chi ph
thp c gi bn thp tng i so vi cc i th cnh tranh gi khch
hng.
Vd: Trc y, tp on IBM thng s dng cc cuc hi m qua in
thoi gia cc chuyn gia ca cng ty khi my tnh ca khch hng b s c. iu
ny khng ch gy nn s cng thng, mt mi m n tht s rt lng ph thi
gian. Sau ny, IBM quyt nh ch c mt chuyn gia trc chin. Mt khi c
vn pht sinh, chuyn gia s chn on bnh v chuyn n cho ngi cn
thit. iu ny gip IBM tit kim c chi ph.
a dng ha sn phm.
Vd: Yamaha ni ting vi cc sn phm nhc c nh trng, Piano. Mt khc
Yamaha cng l thng hiu xe gn my rt ni ting.
i mi lin tc hin i ha nhn hiu sn phm c nhng c trng
mi, cht lng tng cao.
Vd: Intel sn xut chp t pentium 3 pentium 4 core dual core i
b.2 Phng th bn sn:
L phng th nhng im yu ca mnh, cc i th cnh tranh rt nhy cm
vi nhng im yu ny v sn sng tn cng khi c c hi. v vy, cc nh
qun tr khng c hi lng vi nhng g ang c m phi lun phn tch tnh
hnh ni b so vi cc i th cnh tranh bit r mi tng quan v cc
ngun lc cng nh cc chin lc kinh doanh chn chnh cc im yu kp
thi ngn chn cc cuc tn cng.
Vd: Intel l tp on sn xut CPU chim th phn ln nht th gii, theo sau
l AMD. Tuy nhin, CPU Intel km hn AMD v x l ha nhng ngy nay,
bng cng ngh tch hp thm chip ha vo CPU, Intel gn nh khc phc
c nhc im ca mnh.
b.3 Phng th pha trc:
Tn cng vo i th cnh tranh trc khi h c th thc hin cuc tn cng
chng li n v kinh doanh dn u.
CHNG 6 CHIN LC CP N V THNH VIN & B PHN CHC NNG
CHIN LC & CHNH SCH KINH DOANH
81
Cc n v kinh doanh dn u th trng cn c mt lc lng nhn vin gii
gim st cht ch nhng hot ng ca i th cnh tranh, k c s dng tnh
bo kinh t.
Vd: Procter & Gamble i gia trong lnh vc sn xut t giy tr em
bao trm Texas vi cc phiu gim gi nhm gim nt s ra i ca Drypers th
trng quan trng ny. Kt qu l Drypers khng th theo kp chin dch
khuyn mi ca P&G v phi rt chn ra khi th trng ny.
b.4 Phng th phn cng:
Khi b cc i th cnh tranh tn cng th n v kinh doanh dn u cn chun
b phn cng kp thi. nhng phi thn trng, khng nng vi m ch i
pht hin nhng im yu ca i th nhm phn cng mt cch c hiu qu.
Vd: Trong bi cnh Apple iPhone tung hnh ngang dc trn khp hnh tinh
trn th trng in thoi di ng mn hnh cm ng. Nokia cho ra i model
5800 Xpresmusic cng vi dch v m nhc min ph Nokia comes, chnh dch v
ging iTunes ny ph v th c quyn ca Apple trong th gii nhc trc
tuyn. v gn y nht l s ra i ca Nokia N8 cnh tranh vi Iphone 4.
b.5 Phng th co cm:
Rt nhng n v kinh doanh yu tp trung cc ngun lc vo nhng n v
kinh doanh mnh.
Vd: nm 2008, Nokia rt khi th trng Nht Bn. s i xung ca nn
kinh t ton cu buc Nokia phi rt chn khi th trng cc k nng ng
ny. Doanh s sn phm bn ra ton cu ca Nokia ang gim mnh, chnh v th
hng buc phi la chn, trong khi Nht Bn khng phi l th trng u tin ca
hng ny vi kh nhiu tn tui sn xut TD nh NEC, Fujitsu,
Sharp, Panasonic.
c. Chin lc m rng th phn:
e Cc n v dn u th trng c th pht trin bng cch gia tng thm th phn.
e m rng th phn, cc n v kinh doanh dn u c th thc hin chin lc
nh: mua li hay thu tm cc n v kinh ca i th cnh tranh nh, tn cng
chim th phn ca i th cnh tranh yu.
Vd: Chi nhnh Arizona ca cng ty Fiberite's Tempe ra nhng quy nh
chun cho vic hon thnh cc n t hng, theo cc sn phm m bo tiu
chun s c giao trong vng hai tun, nhanh hn ba ln so vi cc i th cnh
tranh khc. Khch hng vo tay i th cnh tranh trc kia bt u quay li vi
CHNG 6 CHIN LC CP N V THNH VIN & B PHN CHC NNG
CHIN LC & CHNH SCH KINH DOANH
82
Fiberite mua sn phm ca h. Nh th phn ca chi nhnh tng ln ng
k.
2. Cc chin lc dnh cho cc n v kinh doanh thch thc th trng:
O Khi nim:
n v kinh doanh thch thc th trng l nhng n v c th phn v tr th hai
hoc th ba hoc thp hn trong mt ngnh hng nhng quy m ca n rt ln.
O Nguyn nhn hnh thnh:
Cc cng ty ny c quy m rt ln v c tham vng m rng th trng, tuy nhin
vn ng sau i th cnh tranh trc tip ca mnh phi tm nhng phng n
chim lnh th trng ca i th.
O Cc phng n chin lc:
Nhng n v kinh doanh ng v tr thch thc c th la chn mt trong hai chin
lc cnh tranh: tn cng cc n v kinh doanh dn u v nhng i th cnh
tranh hoc kinh doanh song song v khng ng chm n i th cnh tranh ng
sau gia tng th phn.
thc hin chin lc tn cng, cc n v kinh doanh thch thc th trng cn
phi tin hnh cc bc sau :
Xc nh r nhng i th cnh tranh cn tn cng v mc tiu ca chin
lc tn cng:
Xc nh i th tn cng:
- Cc n v dn u th trng.
- Cc n v c quy m tng ng hoc nh hn.
Mc tiu:
- Ginh thm mt th phn hoc c th tr thnh n v dn n th trng.
- Nu khng kh nng tn cng i th dn u th trng, n v kinh
doanh thch thc c th tn cng cc i th c quy m tng ng hay
cc i th nh hn v mc tiu l loi i th ra khi ngnh kinh doanh.
Chn chin lc tn cng thch hp: n v kinh doanh thch thc th trng c
th tn cng i th cnh tranh theo nm chin lc sau:
a. Tn cng pha trc:
e L chin lc tn cng vo im mnh ca i th cnh tranh.
e thc hin chin lc ny c hiu qu, n v kinh doanh cn c cc im mnh
trong lnh vc nghin cu v pht trin cng nh cc ngun lc.
CHNG 6 CHIN LC CP N V THNH VIN & B PHN CHC NNG
CHIN LC & CHNH SCH KINH DOANH
83
Vd: Mng di ng quc t Beeline mi xm nhp vo th trng Vit Nam trong
thng 7/2009 nhng to nn mt cn st mi cho gii tr Vit Nam vi gi cc
Big Zero- gi tri v ch. y chnh l gi cc r nht trn th trng di ng lc
by gi v to nn mt qu bom tn i vi cc mang di ng khc nh :
Vinaphone, Mobone v Viettel.
b. Tn cng bn sn:
e L chin lc s dng cc im mnh ca doanh nghip tn cng vo im yu
ca i th cnh tranh.
Vd: Cc nh sn xut t ca Nht, c tn cng vo thi trng xe t ca
M bng vic cung cp cc loi xe t c nh, t tiu hao nhin liu, p ng nhu
cu ca khch hng trn th trng M v loi xe t ny.
c. Tn cng bao vy:
e L chin lc tn cng i phng mt cch chp nhong ton din tt c cc
hng cng mt lc chim gi mt mng rng th trng ca i phng.
e Cc cng ty thch thc c th cung ng cho th trng mi th m i phng
cung ng v nhiu hn.
e Chin lc ny c th b gy ch ca i phng mt cch nhanh chng.
Vd: Seiko m rng phn phi trn mi th trng ng h ch yu v p
o cc i th cnh tranh v ngi tiu dng bng v s nhng mu m khc
nhau v khng ngng thay i. M Seiko cho bn 400 mu m ng h, h
sn xut 2.300 mu m v bn ra trn khp th gii.
d. Tn cng ng vng:
e L chin lc tn cng gin tip. Khi xm nhp th trng, doanh nghip tm cch
b qua nhng i th cnh tranh, n trnh ng bng vic pht trin sn phm
mi, m rng loi hnh kinh doanh v xm nhp th trng cha c cnh tranh.
e Khi p dng chin lc ny, cc doanh nghip c th pht trin hng lot cc sn
phm mi.
Vd: nh trc y ngi Nht nghin cu v sn xut ra my nh khng cn
phim, my chp nh t ng, ng h in t, my ghi m b ti...tng bc chim
lnh th trng M v tm cch tin vo th trng Chu u, Chu tm hu
phng phng b cho mnh.
CHNG 6 CHIN LC CP N V THNH VIN & B PHN CHC NNG
CHIN LC & CHNH SCH KINH DOANH
84
e. Tn cng du kch :
e L chin lc mang tnh quy ri i th cnh tranh nhm lm i phng mt tin
thn.
e Chin lc ny kh c th gip cc n v kinh doanh thch thc t hiu qu lu
di. Cc n v kinh doanh thch thc c ngun lc ti chnh c th s dng chin
lc ny trong mt thi on ngn ph ri i th cnh tranh vi hy vng tng
thm th phn.
Vd: Diamond Crystal Salt c th phn cha bng 5% th phn mui ton quc so
vi 50% ca Morton. Khng c cch n cnh tranh vi Morton trn mt din
rng, Diamond quyt nh tp trung tn cng Morton ngay ti th trng ct li ca
mnh v tung ra mt chin dch Marketing mnh m. Cc bin php ny c t
chc m bo u th ba chi mt i vi Marton.
3. Cc chin lc dnh cho cc n v kinh doanh theo sau th trng
O Khi nim:
L nhng n v kinh doanh nh, chim v tr th ba trong ngnh hng, khng thch
thc vi cc hng i u, bo v th phn v chin lc i km, lun phn u gi
khch hng v tm kim khch hng mi, khai thc nhng im ring l tng li
m khng gy ra chin dch cnh tranh marketing ln.
O Nguyn nhn hnh thnh:
ang ng v tr thp, thng khng mun ng u vi cc i th dn u hay
i th thch thc v h khng cc ngun lc, s b tn tht, hao tn nhiu chi
phV th h cn tm nhng chin lc kinh doanh ph hp.
O Cc phng n chin lc:
a. M phng hon ton:
n v kinh doanh theo m phng ton b sn phm,cch thc phn phi,cch thc qung co v
nhng hot ng marketing khc ca i th cnh tranh dn u v cung cp sn phm m phng
cho cc phn khc th trng mc tiu nhy cm vi gi thp
y l chin lc ca nhng n v kinh doanh khng tn tui, khi nghip chng c g v pht
trin bng cch bm vo nhng u t ca cc n v kinh doanh dn u th trng.
b. M phng mt s ni dung ct li trong hn hp marketing ca i th dn
u v gi mt s khc bit v bao b, gi c, qung co, mng li bn
hng:
CHNG 6 CHIN LC CP N V THNH VIN & B PHN CHC NNG
CHIN LC & CHNH SCH KINH DOANH
85
e y l chin lc ca nhng n v kinh doanh c quy m va v nh s dng, h
mun tn dng nhng ngun lc sn c ca cc i th dn u th trng
tham gia vo th trng ngnh hng.
VD: Mt s dng in thoi ca Q-mobile m phng li bn phm Querty ca
in thoi Blackberry.
c. M phng c ci tin thch nghi vi th trng:
e n v theo sau da vo hn hp marketing ca n v kinh doanh dn u ci
tin to c trng ring cho hn hp marketing ca mnh nhm thch nghi vi nhu
cu v mong mun ca th trng mc tiu.
e trnh i u vi cc i th cnh tranh dn u th trng trong qu trnh pht
trin, cc n v kinh doanh thc hin chin lc ny thng chn cc khu vc a
l khc nhau bn hng ha.
e Mc tiu lu di ca cc n v kinh doanh thch nghi l pht trin th phn tr
thnh n v kinh doanh thch thc th trng.
Vd: H thng siu th Shop & Go c mt s ci tin hn v phc v 24H v nm
gn nhng a im nh l hn cc siu th ln nh: Coop Mart, Big C
4. Cc chin lc dnh cho cc n v kinh doanh n nu th trng:
L cc DN n ngnh, DN nh hoc DN kinh doanh a ngnh tin hnh a dng ha.
Kinh doanh trn cc phn khc nh hoc phn khc th cp trn th trng ln.
Chin lc thc hin thng l chin lc chuyn mn ha.
Cc chin lc chuyn mn ha:
Chin lc theo ngi s dng cui cng ( Vd: my vi tnh cho cc nh kin trc
s.)
Chuyn mn ha theo cng an trong tin trnh sx, phn phi, tiu dng sp (Vd:
Logitech tp trung cung cp nhng sp nh con chut my vi tnh, bn phm, b iu
khin tr chi.)
Chuyn mn ha theo khch hng (theo thu nhp, tui) (Vd: Rollroyce chuyn
sx xe t cho cc t ph.)
Chuyn mn ha theo khu vc bn hng.
Chuyn mn ha theo c trng ca sn phm (Vd: nc hoa ch dnh ring cho
ph n ln tui.)
Chuyn mn ha theo mt hng trong tng ngnh hng (Vd: An Chu l DN ch sx
ch bin s ip XK)
CHNG 6 CHIN LC CP N V THNH VIN & B PHN CHC NNG
CHIN LC & CHNH SCH KINH DOANH
86
Chuyn mn ha theo dch v h tr m i th cnh tranh khng cung cp (Vd: h
tr hng dn ci t v s dng my tnh cho nng dn Bc Liu.)
Kt lun:
Cc chin lc cnh tranh dnh cho cc n v kinh doanh theo v tr th phn trn th trng nhm
h tr thc hin tan din chin lc chung ca ton cng ty thnh cng.
B - Cc cp chin lc chc nng: (H tr cho chin lc chung ca ton Cty)
I. Qun tr mua hng:
1. Nhim v c bn ca b phn mua hng:
Nhn din v nh gi cc nh cung cp tim nng.
Mi cc nh cung cp tiu chun n cho hng
Thng lng gi c hng ha v cc iu kin mua bn.
Quyt nh n t hng.
Theo di n t hng.
Gim st vic giao nhn hng.
Thanh tan tin cho nh cung cp.
nh gi kt qu mua hng.
2. Cc chin lc mua hng tiu biu:
Chin lc mua hng tiu biu theo gi thp nht. To iu kin cho cc n v
thc hin chin lc tp trung chi ph thp hoc kt hp chi ph thp vi s khc
bit.
Chin lc mua hng cht lng cao v c c trng ni bt: nhm to ra s
khc bit.
Chin lc mua hng theo k thut qun tr tn kho JIT (Just In Time).
Tit kim chi ph tn kho v chi ph bo qun.
Hiu qu ha qu trnh sx (lun lun nhn c nguyn liu mi hn, c
th hy khng cn thit).
II. Qun tr sx v tc nghip:
1. B phn sx v tc nghip c nhim v c bn:
Phn tch mi trng tc ng n hat ng sx.
Nhn din v nh gi v tr t nh my.
Xc nh tiu chun cc thit b, nguyn vt liuph hp nhu cu.
Lp trnh sx v tc nghip theo thi gian.
Tin hnh cc hat ng sx v tc nghip.
Kim sot cht lng cc qu trnh hat ng (chi ph sx sp hng).
CHNG 6 CHIN LC CP N V THNH VIN & B PHN CHC NNG
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Phi hp cc chc nng khc m bo s ng b trong cc qu trnh thc
hin k hach.
Bo tr phng tin, thit b sx
2. Cc chin lc qun tr sx v tc nghip dnh cho nhng n v kinh
doanh quy m nh:
a. Nhng n v kinh doanh cnh tranh bng chin lc tp trung chi ph thp
thng chn cc chin lc QT sx v tc nghip nh:
CL u t ban u thp: gim thp cp c nh.
CL gi cp hat ng thng xuyn thp: gim cp bin i (cp tin lng,
NVL, in nc)
b. Nhng n v kinh doanh quy m nh cnh tranh bng CL tp trung to s khc
bit ha:
CL cung cp sp c tinh xo cao v cht lng vt tri.
DN phi tm nh cung ng NVL cht lng tt.
Cng ngh mi, lao ng c tay ngh cao.
c bit l phi kim tra sp.
c. Cc n v kinh doanh quy m nh cnh tranh bng cc chin luc tp trung chi
ph thp kt hp vi s khc bit ha:
Chin lc gi cp tng i thp cng vi ci tin cht lng sp hoc dch
v trong cc qu trnh hat ng theo thi gian.
Tit kim chi ph.
Nghin cu hin i ha sp, thay th cc thnh phn cu to ca sp
bng vt liu mi.
3. Cc chin lc QT sx v tc nghip dnh cho nhng n v kinh doanh quy
m ln:
a. Nhng n v kinh doanh cnh tranh bng chin lc tp trung cp thp thng
chn cc chin lc QT sx v tc nghip:
Chin lc gim chi ph n v sp:
Gim cp khu hao ti sn c nh.
Tn dng li th sx trn quy m ln:
- -- - Mua mt khi lng ln NVL vi gi r CP bin i trn 1 n v sp
gim i.
CHNG 6 CHIN LC CP N V THNH VIN & B PHN CHC NNG
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- -- - Sn xut vi s lng nhiu CP c nh bnh qun trn 1 n v sp
gim i.
Tn dng ti a kinh nghim trong sx, qun l.
b. Nhng n v kinh doanh theo ui CL to s khc bit ha:
CL nh v th trng, lm ni bt cc li ch dnh cho khch hng ca cc
yu t u ra:
S dng loi nguyn liu c bit trong thnh phn cu to ( Chp nhn
CP NVL c th cao hn).
Thit k kiu dng khc bit (v SP, trng by).
Dch v h tr tt hn.
c. Cc n v kinh doanh quy m ln cnh tranh bng cc chin lc tp trung cp
thp kt hp vi s khc bit ha:
CL cng mt lc lm gim thp cp v cung cp cc yu t u ra c cht
lng vt tri: Nhm thu ht s ng KH quan tm n sp cht lng cao
c gi c thp tng i so vi cc i th cnh tranh.
III. Qun tr ti chnh:
1. i vi nhng n v cnh tranh bng chin lc tp trung cp thp hoc dn
u cp thp:
CL gim thp cc cp v ti chnh (cp li vay) gp phn to li th cp thp trong
cnh tranh:
Tn dng cc ngun vn c sn (c bit tng vng vay vn hin c).
Vay vn t bn ngoi:
- -- - Tranh th li sut vay thp.
- -- - Chi ph li vay gim do chim dng.
2. i vi nhng n v kinh doanh cnh tranh bng CL tp tp trung to s
khc bit ha:
CL tp trung vn u t nng cao cht lng, ci tin hoc i mi sp, hng
cc n lc ca hot ng ti chnh nhm gia tng cc li ch ca c yu t u ra
hin ti v tng lai, to li th cnh tranh lu di trn th trng.
CHNG 6 CHIN LC CP N V THNH VIN & B PHN CHC NNG
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3. i vi nhng n v kinh doanh cnh tranh bng cc CL dn u cp thp
kt hp vi s khc bit:
Kt hp cc CL trn va gim thp cp, va thc y nng cao cht lng cc
yu t u ra.
IV. Qun tr nghin cu v pht trin:
CL gim cc cp ca cc tin trnh hot ng.
CL nghin cu pht trin tp trung vo sp/(dch v) nhm ci tin hoc i mi cc
yu t u ra ca n v kinh doanh.
CL nghin cu v pht trin tp trung vo c 2 n lc trn.
V. Qun tr ngun nhn lc:
Chin lc tm kim nhn ti (thu ht lao ng gii ang trong qu trnh hc tp
hay thu ht lao ng gii ang b cc t chc khc lng ph).
B tr cng vic ph hp vi kh nng chuyn mn v c im c nhn ca nhn
vin mang tnh n nh tng i (nhm khai thc ti a kh nng sng to ca
tng ngi l, tn dng nhng kinh nghim tch ly)
Pht trin iu kin thun li nhn vin lm vic c hiu qu.
Hnh thnh h thng cc n by tt nht nhm thu ht, khai thc, duy tr v pht
trin mt lc lng ln lao ng gii lu di cho t chc. Nhng n by quan
trng nh:
Tr lng tha ng
Khen thng, bt hay thng tin nhn vin da vo kh nng han thnh
cng vic
Xy dng tiu chun nh gi nhn vin tng v tr thng nht v r rng
m bo s cng bng
Tha mn cc li ch vt cht v tinh thn ca ngi l thng qua cc chnh
sch bo him,chnh sch x hi, chm sc nhn vin
VI. Qun tr h thng thng tin:
Pht trin h thng thng tin bao ph tt c cc th trng theo khu vc a l.
a dng ha h thng phn tch d liu thng tin mi trng ( nh qtr s dng
nhiu phng tin phn tch cc thng tin thu thp nhm nh gi chnh xc cc
din bin ca MT bn trong v bn ngoi tt c cc khu vc th trng).
Khai thc ti a nhng thng tin c gi tr thu thp yc trong tng k.
CHNG 6 CHIN LC CP N V THNH VIN & B PHN CHC NNG
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VII. Qun tr Marketing:
nh v th trng khch hng phn bit r nhn hiu hng ha ca cng ty so
vi nhn hiu cnh tranh.
Pht trin th phn trn th trng mi.
Cng c v gia tng th phn trn th trng hin ti.
Bo v th phn.
Thu hp th phn.
Lp li chu k sng ca sp.
--- ^3^ ---
CHNG 7 KIM TRA V NH GI CHIN LC
CHIN LC & CHNH SCH KINH DOANH
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CHNG 7:
THC HIN CHIN LC KD
Nhng kh khn DN thng hay gp nht khi thc hin chin lc:
Thc hin mt nhiu tg hn d nh lc u.
Nhng kh khn chnh ko c tr liu trc.
Phi hp nhng hot ng thc hin ko c hiu qu.
Nhng hot ng cnh tranh & nhng ri lon lm cho cc quyt nh ko c thc hin.
Nhng ngi tham gia thc hin ko kh nng.
Nhn vin cp di cha c o to & hun luyn 1 cch ng mc.
Nhng yu t mi trng bn ngoi nm ngoi tm kim sot ca DN gy tc ng ngc li.
Cn b qun tr cp phng ban cha m bo lnh o & iu hnh ng mc.
Nhng nhim v & hot ng thc hin ch yu ko xc nh chi tit.
Nhng h thng thng tin c s dng vo vic theo di qu trnh thc hin cha tng xng.
Cc nguyn tc thng c cc DN thnh cng trong vic thc thi chin lc tun th:
K hoch phi c truyn t cho tt c nhng nhn vin m k hoch tc ng.
kin, khi nim biu th quyt nh chin lc phi c mc ch ng n, phi c hoch nh r
rng.
Phi c s tham gia & ng h nhit tnh ca NV.
Cc nh qun tr phi cung cp ngun lc cho d n (tin vn, nhn lc, kh nng k thut &
thi gian).
Ban lnh o phi XD k hoch thc hin bng cch ra cc ch tiu & ghi chp theo di qu
trnh thc hin.
i chiu gia vic thit lp v thc thi chin lc:
Thit lp chin lc Thc thi chin lc
t v tr ca cc ngun lc trc hnh
ng.
Nhn mnh n hiu qu ti chnh
V c bn l 1 qu trnh tri thc
i hi nhng k nng v phn tch v trc
gic tt
Cn s hp tc ca 1 s c nhn.
Qun tr cc ngun lc ttrong cng vic
Nhn mnh n hiu qu tc dng
V c bn l 1 qu trnh hot ng
i hi nhng k nng lnh o v
khuyn khch, c v c bit
Cn s hp tc ca nhiu ngi.
Cc DN c qui m & tnh cht khc nhau th thc thi chin lc rt khc nhau. Chng ta s nghin
cu vic thc thi chin lc 2 lnh vc chnh.
CHNG 7 KIM TRA V NH GI CHIN LC
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A Cc vn qun tr.
I. Xc nh mc tiu ngn hn (trong nm).
1. Khi nim:
Mc tiu ngn hn l nhng kt qu kinh doanh m doanh nghip mun t ti
trong ngn hn(trong nm).
2. Cc nguyn tc c bn xc nh mc tiu ngn hn.
Xc nh cc mc tiu ngn hn trn c s mc tiu di hn.
Mc tiu nn c th, o lng c, c thi hn thc hin.
V d: Phi c thm 20 khch hng trong thi gian t gi n 5 thng sau...
Mc tiu t ra phi ph hp vi tnh hnh thc t ca doanh nghip.
Ch xy dng nhng mc tiu cn thit.
Thng xuyn xem li mc tiu iu chnh cho ph hp vi thc t hot ng
sn xut kinh doanh ca doanh nghip.
V d: H thng th bc ca mc tiu ca doanh nghip
3. Vai tr :
C s cho s phn phi cc ngun lc.
Mt c ch ch yu nh gi cc qun tr vin.
Mc tiu di hn ca tng cng ty
TN tng gp i trong 2 nm ti
thng qua thm nhp v pht trin TT
( TN hin ti 2 triu usd).
Chi nhnh 1
Mc tiu hng nm
Tng TN b phn 40%
trong nm nay, 40% trong
nm ti ( TN hin ti mt
triu usd).
Chi nhnh 2
Mc tiu hng nm
Tng TN b phn 40%
trong nm nay, 40% trong
nm ti ( TN hin ti 0,5
triu usd).
Chi nhnh 3
Mc tiu hng nm
Tng TN b phn 50%
trong nm nay, 50% trong
nm ti ( TN hin ti 0,5
triu usd).
P.D&R
MT hng nm
Pht trin 2 sp
mi & c
tip th thnh.
cng trong nm
P.Sn xut
MT hng
nm
Tng 30%
nng lc sx
trong nm.
P.Tip th
MT hng
nm
Tng 40% s
nhn vin
bn hng
P.Ti chnh
MT hng nm
Nhn c s
h tr ti
chnh 400.
ngn usd
P.Nhn s
MT hng nm
Gim t l vng
mt t 10%
xung 5%.
trong nm nay
CHNG 7 KIM TRA V NH GI CHIN LC
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Cng c chnh kim sot s tin trin theo hng t c cc mc tiu di
hn.
Lp ra cc u tin ca t chc, ca b phn v ca cc phng ban.
II. Xy dng cc chnh sch
O Xy dng cc chnh sch l xy dng nhng nguyn tc ch o, nhng phng
php, th tc, quy tc, v nhng cng vic hnh chnh c thit lp h tr v
thc y cng vic theo nhng mc tiu ra.
O Phm vi p dng cc chnh sch l tt c cc n v v phng ban.
1. Mt s chnh sch c bn trong doanh nghip
Chnh sch marketing
Chnh sch ti chnh
Chnh sch R&D
Chnh sch nhn s
Chnh sch sn xut tc nghip
V d: Cc chnh sch h tr thc hin chin lc
Chin lc cng ty: Tng trng bng hi nhp dc thun chiu s hu mt h
thng ca hiu bn l tha mn mc tiu tng doanh s v li nhun
Chnh sch h tr:
1/ Tt c cc ca hiu s m ca t 8h sng n 8h ti t th 2 n th 7 (chnh
sch ny c th lm tng doanh s bn l ca cc ca hiu hin ti ch m ca
40h/tun)
2/ Tt c cc ca hiu phi h tr cho vic qung co ca cng ty bng vic ng
gp 5% li nhun hng thng ca mnh cho mc ch ny (chnh sch ny c th cho
php cng ty c mt danh ting ton quc)
3/ Tt c cc ca hiu phi tn trng trit nhng nguyn tc nh gi ng b
c ra trong sch hng dn ca cng ty (chnh sch ny c th gip khch hang
nhn ra rng cng ty cung cp mt sn phm ng nht v gi c v cht lng trong
tt c cc ca hiu ca mnh)
2. Mt s vn tiu biu ca mt chnh sch qun tr.
a ra hi tho bn lun gii hn hay m rng pht trin qun tr
Tp trung hay phn tn hot ng hun luyn nhn vin
Tuyn dng thng qua c quan lao ng, bo, i hc
Thng tin chc v t ni b hay thu mn t bn ngoi
Thng tin trn c s thnh tch hay c s thm nin
CHNG 7 KIM TRA V NH GI CHIN LC
CHIN LC & CHNH SCH KINH DOANH
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Gn chi ph qun tr vi cc mc tiu di hn hay mc tiu hng nm
a ra cc li ch cho s t hoc s nhiu cho nhn vin
Thng lng trc hay gin tip vi nghip on lao ng
U quyn vi nhng chi ph ln hay duy tr quyn lc trung ng
Cho php nhiu, mt s hay khng lm thm
Thit lp mc d tr an ton cao hay thp
S dng mt hay nhiu nh cung cp
Mua, thu, cho thu thit b sn xut mi
Nhn mnh n qun tr cht lng hay khng
Thit lp nhiu hay mt s tiu chun sn xut
Hot ng mt, hai hay ba ca.
Ngn cn vic s dng thng tin cho mc ch c nhn
3. Vai tr:
Cc chnh sch c lp ra h tr v cng c ti a cho cc mc tiu di hn
t ra t trc.
Cc chnh sch cn phi c th v n nh v nhim v ca chng l lm gim
nhng bt trc trong hot ng chung v to ra s thng nht, nhp nhng trong
cng vic ca cc nhm v c nhn.
Chnh sch r rng gip cho cc quyt nh c a ra ng n v kp thi,
p ng yu cu nng ng, linh hot, nhiu khi l gp gp trong kinh doanh
chp ly thi c.
III. Phn b ngun lc
O Ngun lc doanh nghip bao gm mi ngun lc nh: nhn lc, ti lc, vt lc
v ngun lc v hnh nh thi gian, thng tin kin thc,....
O Phn b cc ngun lc l mt hot ng qun tr quan trng ca vic thc thi
chin lc. Qun tr chin lc cho php cc ngun lc c phn phi theo cc
u tin c thit lp bi nhng mc tiu hng nm.
1. nh gi ngun lc
m bo rng t chc c hoc c th nhn c cc ngun lc vi s
lng v cht lng cn thit cho vic thc hin mi chin lc chn.
C 2 vn ln lin quan n cht lng ca ngun lc l:
S cam kt ca i ng nhn vin: vic thc hin thng li cc chin lc ra,
ph thuc vo cam kt ca ton th i ng nhn s trong t chc.
CHNG 7 KIM TRA V NH GI CHIN LC
CHIN LC & CHNH SCH KINH DOANH
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Tinh thn thc hin: nh qun tr dng nhiu ng c khuyn khch cc nhn vin
c thc v vic thnh cng ca doanh nghip cng l thnh cng c nhn, s
to cho nhn vin tinh thn hng hi v phn u thc hin mc tiu ra.
V d: Bn trn cht lng Nht l mt hnh thc qun tr nhm khuyn khch
cng nhn t nh gi trch nhim v cng vic ca mnh, xut cc bin php ci
tin.
2. iu chnh ngun lc:
L vic iu chnh s lng v cht lng c ngun lc cn thit phc v
cho vic hon thnh chin lc ra.
V d: thc hin chin lc nng cao cht lng sn phm cng ty la chn mt
s nhn c tay ngh, to iu kin cho h c hc tp thm v kin thc chuyn mn
ti Singapore trong vng 2 thng.
3. m bo ngun lc
iu quan trng l phi m bo sao cho c cc ngun lc phc v cho
vic thc hin cc chin lc ca t chc.
Phn vic chnh trong cng tc m bo ngun lc l phn b ngun vn v
chun b ngn sch.
Phn b ngun vn: l vic huy ng ngun vn bng tin v phn b chng cho
cc mc ch s dng hu hiu nht.cc bc phn b ngun vn:
e Th nht cn r sot li nh hng tng qut ca vic phn b ngun vn.
e Th hai, cn phn tch nhu cu v vn.
e Th ba cn phn tch c cu ti chnh ca doanh nghip.
e Th t cn nh gi cc ngun lc vn khc nhau.
e C th chn mt hot nhiu ngun vn trn.
Ngn sch: l cng c quan trng phc v cho vic thc hin v kim tra qun l.
L k hoch tc nghip trin vng ca cng ty, ngn sch c lp cho tng lai.
4. Vai tr phn b ngun lc:
Vic phn b cc ngun lc gip cc nh qun tr duy tr s kim sot i vi
vic hnh thnh chin lc v hp tc gia cc hot ng ca cc b phn v
c nhn khc nhau trong vic t ti cc mc tiu chin lc.
CHNG 7 KIM TRA V NH GI CHIN LC
CHIN LC & CHNH SCH KINH DOANH
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IV. Qun tr mu thun
1. Khi nim.
Mu thun l s bt ng gia hai hay nhiu bn v mt hay nhiu vn .Mu
thun c th mang n nhng kt qu tiu cc hoc tch cc, ph thuc vo bn
cht v cng ca mu thun.
Qun tr mu thun l s dng nhng bin php can thip lm gim s xung
khc qu mc, hoc gia tng s i lp trong tnh trng mu thun qu yu, tn
dng mu thun tng hiu qu cng vic.
2. Nguyn nhn hnh thnh mu thun.
S chnh lch v nng lc lm vic
Mc tiu khng thng nht
S phn b ngun lc, cng vic, quyn hn, trch nhim gia cc phng ban
khng u
Tnh cch v giao tip khng hiu qu
S bt n trong cc vai tr m cng lc phi m nhn.
3. Vai tr ca qun tr mu thun.
Mt thng k ca cc nh nghin cu M cho thy, mt nh qun l trung bnh
dng 21% thi gian trong tun gii quyt cc mu thun trong doanh nghip.
Nh vy, gii quyt mu thun sao cho n tha l mt cng vic m nh qun l
cn ch tm thc y doanh nghip lm vic tt hn.
Qun tr mu thun ng cch l nhn t xy dng mi quan h ng nghip
su sc hn,ci thin kt qu lm vic, thc y mi c nhn sng to v hp
tc vi nhau tt hn,pht trin v i mi trong t chc.
Ngc li ,qun tr mu thun khng ng cch s to ra s mt kim sot
trong t chc,s th hn gia tng gia con ngi ,lm nng sut gim v gy
thit hi cho t chc .
Qun tr mu thun c vai tr duy tr loi mu thun c li nhng cng sn
sng kim ch khng cho mu thun i qu gii hn pht trin thnh mu thun
c hi.
4. Phng php gii quyt mu thun.
a. Lng trnh mu thun:
L i ,hy vng mu thun t gii quyt hoc phn chia tch ri cc c nhn (nhm) c
mu thun.
V d: Thanh v Hong l hai nhn vin xut sc phng kinh doanh, doanh thu
ca h chim n 1/2 thu nhp ca c phng. Chc v trng phng kinh doanh ang
CHNG 7 KIM TRA V NH GI CHIN LC
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97
trng, sp mun chn ra mt trong hai ngi, nhng khng h c thi r rng m
mun hai ngi t quyt nh.
b. Trung ha mu thun:
Nu bt nhng tng ng v nhng li ch chung . Lm gim s khc bit gia cc
mu thun . Ngha la dn xp khng r rng k thng , k bi.
V d: Khi gim c ph trch b phn bn hng yu cu a ra mc gi thp s
gy mu thun vi b phn marketing v h lun mun bn sn phm vi gi cao
t c doanh thu cao.
c. i u vi mu thun:
i ch nhng thnh vin trong cc bn mu thun cho nhau h nhn bit, nh
gi cao quan im ca nhau .ng thi nhn mnh mc tiu ca cng ty , hoc dn
xp cc bn trnh by quan im bng cch t chc mt bui hp.
V d: Jason khng thch Ernestine v mt s vic xy ra trc khi h c
tuyn chn vo cng mt nhm. Anh biu l phn ng bng cch khng ng vi bt
c xut no m Ernestine a ra trong cc cuc hp. S chng i gay gt ca
Jason khin Ernestine tr nn th ng trong cc cuc hp sau . C rt him khi
pht biu.
V. Gn c cu vi chin lc
O Thay i trong chin lc thng i hi thay i c cu trong cng ty v 2 l do:
C cu rng buc cch thc cc mc tiu v chnh sch s c thit lp.
Thay i trong chin lc i hi thay i trong c cu rng buc cch thc v
ngun nhn lc phn chia.
O Mi quan h c cu _ chin lc ca Alfred Chandler.
O Mt s c cu t chc tiu biu:
1. C cu chc nng
Chin lc
mi c
thit lp
Cc vn
qun tr mi
xut hin
Thnh tch
cng ty st
gim
Thnh tch
cng ty ci
thin
Mt c cu t
chc mi c
thit lp
CHNG 7 KIM TRA V NH GI CHIN LC
CHIN LC & CHNH SCH KINH DOANH
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u dim:
n gin v t tn km nht trong cc loi c cu.
Thc y s chuyn mn ha lao dng, nng cao hiu qu, gim cc h thng
kim sot phc tp v cho php a ra quyt nh nhanh chng.
Nhuc dim:
Khng c hiu qu trong cc cng ty c quy m ln.
Gn trch nhim ca cp trung ng.
Gim c hi pht trin ngh nghip, tinh thn o c nhn vin thp, c nhng
mu thun gia cp cao vi c s.
2. C cu b phn: sn phm,khch hng, khu vc a l...
u dim:
Trch nhim r rng cho tng b phn.
Nng cao o c nhn vin.
To ra c hi pht trin ngh nghip cho cc qun tr vin.
To mi trng cnh tranh trong t chc.
Nhc im:
Tn km nhiu chi ph bi lng, dch v, cc qun tr vin c trnh cao.
C th to ra cnh tranh ngun lc.
3. C cu theo n v kinh doanh chin lc.
u dim:
Thc y s hp tc gia cc b phn.
To s hiu bit khch hng tt hn.
Nhc im:
C tnh phc tp v cng vic c th b trng lp.
Kh khn hn trong vic kim sot v nh gi cc hot ng b phn.
4. C cu ma trn.
u dim:
C cc mc tiu k hoch r rng.
C nhiu knh truyn thng ni b.
Kt hp c nng lc ca nhiu cn b qun tr.
Tn nhim ln nhau cao.
Nhc im:
Lm tng tnh phc tp t s ph thuc vo cc lung quyn lc v ngun thng
tin a chiu.
CHNG 7 KIM TRA V NH GI CHIN LC
CHIN LC & CHNH SCH KINH DOANH
99
Chi ph qun tr cao v c nhiu v tr qun tr hn c thit lp.
V d: Cng ty TNHH Sn Xut T Giy ang hot ng ti th trng TP.HCM, vi
c cu b phn theo khch hng ra chin lc m rng ra th trng Min Trung.
B Thc thi chin lc cc chc nng chnh.
I. Cc vn Marketing:
C 2 bin s quan trng nht trong vic thc hin chin lc:
1. Phn khc th trng:
c s dng rng ri trong giai on thc hin chin l, c bit l i vi cc
Cty chuyn doanh & Cty nh.
Cho php DN c th hot ng vi ngun lc c hn.
Thc y Cty nh cnh tranh thnh cng vi Cty ln.
Cc yu t thnh phn ca Marketing mix
Sn phm Gi c Phn phi Khuyn mi
Cht lng
Hnh nh v cc
kh nng la chn
Kiu dng
Nhn hiu
ng gi
Mt hng sp
Bo hnh
Mc cung cp
DV
Cc DV khc
Mc gi
Gim gi & chit
khu
Cc iu kin
thanh ton
Cc knh phn
phi
Qui m phn phi
Cc im bn l
Cc khu vc bn
hng
Mc & ni tn
kho
Cc phng tin
vn chuyn
Qung co
Bn hng cho c
nhn
Khuyn mi bn
hng
Qung co i
chng.
2. nh v sp:
Mt s kinh nghim s dng vic nh v sp nh l 1 cng c thc hin
chin lc.
Tm kim l hng hay ch trng thch hp
ng gia 2 phn khc
Ko phc v 2 phn khc bng 1 chin lc nh nhau
Chin lc phi to c c im ring bit ca n.
1 chin lc nh v sp hu hiu nu tha mn 2 tiu chun:
Lm phn bit DN vi cc i th cnh tranh (tiu ch theo ui ca tng DN)
Lm cho khch hng tha mn nhu cu hn mong i (xc nh lng DV Cty
c th cung cp)
CHNG 7 KIM TRA V NH GI CHIN LC
CHIN LC & CHNH SCH KINH DOANH
100
II. Cc vn ti chnh (k ton):
1. To ra lng vn thc hin cc chin lc: (vn ct li)
Vic thc hin thnh cng chin lc phi c ngun vn
Bn cnh ngun vn hin hu, DN cn huy ng vn t cc i tc.
2. Cc bng bo co ti chnh d ton:
Vic phn tch cho php DN t chc xem xt cc kt qu mong i ca nhiu
bin php & phng php khc nhau.
nh hng ca cc quyt nh khc nhau v vn thc hin chin lc.
Bng bo co thu nhp v bng tng kt ti sn d ton cho php DN tnh cc
ch s ti chnh d kin trong nhng iu kin thc hin chin lc khc nhau.
3. Cc bng d ton ngn sch ti chnh:
L ti liu m t chi tit vn s c cung cp & chi tit nh th no trong 1
khong thi gian nht nh.
L phng php nh r xem phi thc hin nhng bin php g hnh
thnh chin lc v mt ti chnh.
4. nh gi gi tr ca 1 DN:
L hot ng trng tm thc hin chin lc.
Xc nh tr gi DN c th c chia thnh 3 nhm:
Ci m Cty s hu (hu hnh, v hnh)
Ci m Cty kim c (th trng, doanh thu)
Ci m Cty s mang vo th trng (DV m Cty ha hn)
III. Cc vn R&D:
O Gip cho vic thc hin chin lc thm hiu qu.
O Nhiu chin lc c hoch nh trn c s R&D.
O Chu trch nhim nghin cu sp mi & ci tin sp c.
O Chnh sch tt s lm cc c hi ca th trng ph hp vi kh nng bn trong
ca Cty & sng lc s khi tt c kin ny sinh.
O Cc chnh sch R&D kch thch nhng n lc thc hin chin lc nhm a ra
quyt nh:
Tp trung ci tin sp hay qui trnh sx.
Tp trung nghin cu c bn hay nghin cu p dng.
L ngi dn u hay theo sau trong R&D
Pht trin qui trnh sx bng ngi my hay c iu khin bng tay.
Chi tiu nhiu, TB, hay t cho hot ng R&D.
CHNG 7 KIM TRA V NH GI CHIN LC
CHIN LC & CHNH SCH KINH DOANH
101
Thc hin hot ng R&D trong Cty hay k hp ng R&D vi cc Cty bn
ngoi.
Hot ng R&D trong nhng trng hp thc hin chin lc c th
Loi t chc Thc hin chin lc Hot ng R&D
Cty dc phm Pht trin sx
Pht trin th tc ktra nh hng ca loi
thuc mi i vi cc phn nhm khc
nhau
Nh sx thuyn
bum
a dng ha tp trung
Pht trin th tc ktra nhiu thit k sng
tu khc nhau di nhng k khc nhau
Nh sx
container nha
Thm nhp th trng Pht trin loi container c bn cao
Cty in t Pht trin th trng Pht trin h thng vin thng
O C th k n 3 phng php R&D quan trng thc hin chin lc:
Tr thnh Cty u tin c nhng sp sx bi cng ngh mi
Tr thnh ngi m phng sng to v nhng sp thnh cng do ti
thiu ha c nhng ri ro v chi ph ban u
Tr thnh nh sx c cp thp nh sx i tr, t tn km hn nhng loi sp va
c tung ra.
IV. Cc vn v h thng thng tin:
O i vi nhiu ngnh thng tin ang tr thnh yu t quan trng nht quyt nh s
thnh cng hay tht bi ca cc cty. Qu trnh qun tr chin lc c to k ht
s1c d dng trong cc cty c h thng thng tin hiu qu.
O Nhng chnh sch cho php cc h thng thng tin kch thch vic thc hin cc
chin lc nhiu cng ty.
Phn cng & phn mm ca my vi tnh phi to k d dng cho s thng
nht gia cc h thng thng tin trn ton cu.
Tt c cc b phn u c th s dng c h thng x l
Tt c cc b phn phi c kh nng tc nghip & tng hp vi kh nng
ca h thng thng tin ca h.
Mc ch c bn ca h thng thng tin l h tr cho s kt hp gia cc
chc nng kinh doanh.
Kt hp gia nhng thng tin lin lc bng ming v bng d liu l mc tiu
ca cc h thng thng tin.
--- ^_< ---
CHNG 8 KIM TRA V NH GI CHIN LC
CHIN LC & CHNH SCH KINH DOANH
102
CHNG 8:
KIM TRA V NH GI CHIN LC
A - Ni dung c bn trong qu trnh kim tra, nh gi chin lc:
I. Xc nh ni dung kim tra:
C 3 loi kim tra c bn
O Kim tra chin lc: tp trung vo nh gi chin lc v thc hin sau khi chin
lc c tho ra v c trong khi thc hin.
O Kim tra qun tr: tp trung vo din tin ca nhng h thng th yu chnh t
ti hon thnh nhng mc tiu chin lc.
O S kim sot hot ng: tp trung vo s thc hin ca c nhn v nhng nhm
cng tc.
O Mi loi kim tra ny khng phi l mt thc th tch ri & bit lp v thc ra c th
khng phn bit c.
O Bn phng din ca nhng yu t thc hin c th c qun tr v kim tra l: s
lng, cht lng, thi gian v chi ph.
O Mi phng din kim tra c th cn ti nhng ch tiu ph thm.
VD:
Chi ph sn xut: ng gp trc tip vo gi tr sn xut hay dch v.
Chi ph h tr khng cung cp gi tr trc tip cho khch hng nhng cn thit
h tr sn xut.
Chi ph t chnh sch c s dng ngn chn nhng g sai tri.
Nhng chi ph v ch: Cho nhng c gng khng mang li h tr hay li ch no
cho sn xut.
II. t ra nhng tiu chun kim tra:
1. Nhng tiu chun thay th:
L tiu chun s c p dng khi tiu chun ban u ra khng t c.
Mc tiu ca tiu chun thay th l nhm t c mc ch cui cng ra.
2. Nhng sai s cho php:
Hu ht nhng ch tiu ra bao gi cng bao gm nhng gii hn sai s cho
php. V vic thc hin thng t khi n khp hon ton vi k hoch.
Nu nhng sai lch nh v nm trong mc gii hn sai s cho php th c coi
l ph hp vi k hoch gc.
CHNG 8 KIM TRA V NH GI CHIN LC
CHIN LC & CHNH SCH KINH DOANH
103
III. o lng s thc hin:
1. Thng tin cho vic o lng thnh qu
Thng tin l c s ca qun tr v vic thit lp mt h thng thng tin hiu qu
khng cn l s la chn trong tng lai m l mt i hi hin ti i vi mi
doanh nghip.
Thng tin cn thit chi vic o lng thnh qu c th ly t nhiu ngun: MIS (h
thng thng tin qun l), thng tin bn chnh thc t m thoi vi ngi thuc cp
hoc thng tin tr li t khch hng.
Nh qun tr phi phn bit nhng thng tin no cn thit o lng v nh gi
thnh qu. Nhng c s xc nh thng tin:
Th nht, nhng h thng bo co phi pht sinh thng tin cho cng tc
kim tra, nh gi chin lc. Vic cung cp qu nhiu thng tin khng cn
thit va gy tn km va lm mt thi gian x l.
Th hai, thng tin cn thit l thng tin c ngha chin lc (i vi nh gi
chin lc), chin thut (i vi nh gi cc k hoch kim tra chin lc) v
cc du hiu ca cc xu hng tim tng ng ch .
Th ba, cc bo co phi c b cc mch lc. logic, phn nh c kt qu v
cc du hiu lm c s cho vic thng qua cc bin php hnh ng.
Th t, nhng bo co thng phi nhm vo nhng ngoi l.
Th nm, bo co phi ng hn theo nh k thi gian qui nh, ph hp vi
nh k nh gi chin lc kinh doanh v cc k hoch trin khai chin lc
kinh doanh. Cc bo co bt thng phi m bo thi hn cn thit.
Th su, phi thit lp lung thng tin m bo tnh n gin v ph hp vi
tng yu cu c th.
2. Nhng k thut o lng:
a. Nhng s o hng v tip th:
L con s phn nh s o lng v kh nng t c ca chin lc thng
qua tip th.
Nm dng chnh v nhng s o hnh qu tip th phn tch c th c phn
bit:
Th nht, c s phn tch s lng bn lin quan ti phn tch so snh mc
tiu tht s bn hng.
Th hai, phn tch d phn th trng tp trung vo s tnh ton phn tch
lin h ca khi lng hng bn ca m hng vi khi lng cu mt hng
cnh tranh.
Th ba, phn tch nhng chi ph tip th vi doanh s.
CHNG 8 KIM TRA V NH GI CHIN LC
CHIN LC & CHNH SCH KINH DOANH
104
Th t, theo di thi khch hng. Nhng k thut chnh cho vic theo di
thi bao gm s s dng nhng h thng khiu ni v gi , nhng tm
bin khch hng v nhng cuc iu tra khch hng.
Th nm, phn tch hiu qu tp trung c bn vo lc lng bn hng,
qung co, c ng phn phi.
b. Nhng k thut o lng ti nguyn nhn lc:
Th nht, nhng s o sn xut tp trung vo s lng cht lng ca kt qu.
Th hai, nhng thc o c nhn bao gm s vng mt, i tr, s thng xy
ra s c, s thng tin, mc lng.
Th ba, nhng bin php phn xt cn thit cho mt s loi nhn vin. S phn
xt ny c th di dng nhng thang nh gi, so snh, danh sch nhng
im cn xem xt hay nhng trng hp trng yu.
Qun tr ngun nhn lc cng rt thng lin quan ti nhng nh gi
thc hin ca nhn vin v vic nh gi thnh tch phc v 2 mc tiu ca cty
nh l c s lng bng, quyt nh thuyn chuyn.
Th t, nhng mc ch th hin thnh t khi s nh gi c thit k ci
thin thnh tch ca nhn vin v s pht trin ngh nghip thng qua s t
hc v tng trng c nhn.
c. Nhng ch tiu nh gi kt qu sn xut:
C 3 dng tiu chun v bin php kim tra:
Th nht, kim tra trc nhng d kin nhp.
Th hai, kim tra ng thi vic ch bin giao chuyn.
Th ba, hu kim tra nhng d kin xut.
d. Kim ton:
L 1 qu trnh c h thng trong vic thu nhn v nh gi nhng bng chng,
s kin mt cch c mc ch, nhng bng chng ny c lin quan cp n
vic khng nh v hot ng kinh t v cc s kin xc nh mc quan
h gia nhng s khng nh vi vi nhng tiu chun c ra, v
nhng bng chng ny thng bo cc kt qu n nhng ngi c nhu cu s
dng.
IV. So snh thnh tch vi tiu chun
1. Khi nim:
L qu trnh so snh thnh tch thc s m doanh nghip t c so vi nhng
tiu chun ra.
CHNG 8 KIM TRA V NH GI CHIN LC
CHIN LC & CHNH SCH KINH DOANH
105
Khi so snh thnh tch vi tiu chun nh qun tr s a ra c nhng nh gi
ng n v chin lc kinh doanh.
2. Quy trnh nh gi chin lc kinh doanh:
iu chnh chin lc
C
iu chnh k hoch
trin khai
C
iu chnh k hoch
tc nghip
C
Kim tra, nh gi
chin lc
C nhng khc bit
ti mc cn iu
chnh
Kim tra trin khai
thc hin
Khng
Khng
C nhng khc bit
ti mc cn iu
chnh
C nhng khc bit
ti mc cn iu
chnh
Tip tc trin khai
theo hng hin ti
Khng
Kim tra k hoch tc
nghip
CHNG 8 KIM TRA V NH GI CHIN LC
CHIN LC & CHNH SCH KINH DOANH
106
V. Tm kim nguyn nhn sai lch:
O Khi nim:
L tm ra nguyn nhn v vic thc hin, phn tch nguyn nhn sai lch vi
tiu chun. Nhng sai lch tch cc cng nh tiu cc u phi c ra, v
nhng sai lch so vi tiu chun khng nht thit c vn trong s thc hin.
O Bng kim tra tng qut tm ra nguyn nhn sai lch:
Nhng tiu chun c ph hp vi nhng mc tiu v chin lc ra khng?
Nhng mc tiu v nhng tiu chun tng ng cn ph hp vi tnh hnh hin
thi khng?
Nhng chin lc hon thnh mc tiu c cn thch hp vi tnh hnh hin
nay khng?
C cu t chc, h thng v s h tr ti nguyn ca hng c thc hin
thnh cng nhng chin lc v nh hon thnh mc tiu hay khng?
Nhng hot ng c thch hp t tiu chun hay khng?
O Nu qua bng kim tra tng qut trn cha tm ra c nguyn nhn sai lch
th phi tng thm nhng cu hi ring bit hn cho mi lnh vc chnh.
VI. Tin hnh sa cha
O Trn c s phn tch nguyn nhn v sao c s sai lch, c th a ra cc bin php
chn chnh ng n.
O Nh qun tr c th xem xt mt s kha cnh:
Xt li nhng tiu chun
Xt li nhng chin lc
Xt li cu trc h thng, s tr lc
Xt li nhng hot ng
S tng quan
Kim sot tin trnh thit k chin lc.
Tm li
Mc tiu ca hot ng kim tra trong qun tr chin lc kinh doanh l nh gi xem
chin lc kinh doanh c m bo tnh ng n hay khng? Phng n chin lc kinh
doanh c ph hp vi hon cnh mi trng hay khng? V vic trin khai thc hin chin
lc kinh doanh c din ra ng nh n cn phi din ra hay khng? ng thi phi a
ra c cc gii php iu chnh khi thy cn thit.
B Mi lin h gia cc bc trong qu trnh kim tra nh gi
/ Cc bc trong qu trnh kim tra, nh gi chin lc c lin h trc tip vi nhau.
Bc trc l tin ca bc tip theo.
CHNG 8 KIM TRA V NH GI CHIN LC
CHIN LC & CHNH SCH KINH DOANH
107
/ Su bc kim tra, nh gi trn l mt quy trnh logic, phi lun c thc hin theo
ng trnh t.
/ Ty theo ni dung cn kim tra trong thc t, cc bc trong tin trnh trn c th rt
ngn hay ko di ra thch nghi vi nhu cu ca cng vic kim tra.
/ l mt quy trnh thng nht t trn xung.
C- Vai tr ca khen thng, k lut trong qu trnh kim tra, nh gi chin lc
I. Vai tr ca khen thng:
O Thu ht, li cun nhng ngi gii v vi doanh nghip.
O Gi chn c i ng nhn s m doanh nghip ang c.
O ng vin, thc y nhn vin, to iu kin cho h bc l v cng hin ti nng ca
mnh cho doanh nghip.
O Gip cc nhn vin c mc tiu phn u, n lc em li nng sut cao trong
cng vic.
O Th hin s cng nhn ca nh qun tr doanh nghip v nhng n lc ca nhn
vin.
II. Vai tr ca k lut
O Thng qua k lut to s nghim tc trong cng vic.
O Gip nhn vin t thc v iu chnh c nhng vic lm, hnh ng ca bn
thn.
O Hng mi ngi trong doanh nghip n nhng nguyn tc, tiu chun nht nh
m doanh nghip ra.
O To nn vn ha ca doanh nghip.
Tm li:
Khen thng v k lut to c s cng bng v nghim minh ca doanh nghip
trong qua trnh nh gi kim tra.
Khen thng, k lut l c s cc nh qun tr ra quyt nh tng lng, thng
chc hoc thuyn chuyn nhn s cho ph hp.
Qu trnh khen thng, k lut phi ng lc, kp thi.
--- ==! ---
CHIN LC V CHNH SCH KINH DOANH
108
MC LC
CHNG 1:
NHP MN CHIN LC V CHNH SCH KINH DOANH --------------------------------------- 1
A - Khi nim chung v c trng ca chin lc kinh doanh. ---------------------------------------------- 1
I.Khi nim v chin lc kinh doanh v chnh sch kinh doanh. --------------------------------------- 1
II.Bn cht ca chin lc kinh doanh --------------------------------------------------------------------- 1
III.c trng ca chin lc kinh doanh ------------------------------------------------------------------- 1
IV.S khc nhau gia chin lc v chin thut, sch lc, quy hoch, k hoch--------------------- 1
B - Qun tr chin lc. ------------------------------------------------------------------------------------------- 2
I.Khi nim. ---------------------------------------------------------------------------------------------------- 2
II.M hnh qun tr chin lc. ------------------------------------------------------------------------------ 2
III.Cc cp qun tr chin lc. ------------------------------------------------------------------------------ 3
^^~
CHNG 2:
NGHIN CU MI TRNG BN NGOI
Nhn din nhng C hi & Nguy c ---------------------------------------------------------------- 4
A Mi trng v m. -------------------------------------------------------------------------------------------- 4
I.Khi nim: ---------------------------------------------------------------------------------------------------- 4
II.Nghin cu mi trng v m: ---------------------------------------------------------------------------- 4
1.Mi trng kinh t (Economic environment): -------------------------------------------------------------------------- 4
a.Cc giai on ca chu k kinh t: ----------------------------------------------------------------------------- 4
b.Tc tng trng kinh t (xu hng ca GNP): ----------------------------------------------------------- 5
c.T l lm pht: --------------------------------------------------------------------------------------------------- 5
d.Li sut: ----------------------------------------------------------------------------------------------------------- 5
e.T gi hi oi: -------------------------------------------------------------------------------------------------- 6
f.Cn cn thanh ton: --------------------------------------------------------------------------------------------- 6
g.T l tht nghip: ------------------------------------------------------------------------------------------------ 7
2.Mi trng chnh tr - h thng php lut (Political environment and law system): ---------------------------- 8
a.H thng php lut hin hnh: -------------------------------------------------------------------------------- 8
b.ng li chnh sch ca chnh ph: ------------------------------------------------------------------------- 8
c.Lut mi trng -------------------------------------------------------------------------------------------------- 9
3.Mi trng vn ha x hi (Cultural Social environment): ------------------------------------------------------ 9
a.Nhng quan nim v o c, chun mc ca con ngi trong XH: ------------------------------------- 9
b.Nhng phong tc tp qun truyn thng: ------------------------------------------------------------------- 10
c.Vn v dn s: ---------------------------------------------------------------------------------------------- 10
d.Xu hng di dn: ----------------------------------------------------------------------------------------------- 11
CHIN LC V CHNH SCH KINH DOANH
109
e.Cc doanh nghip thnh lp nng thn ------------------------------------------------------------------- 12
f. S a dng ha trong cc hnh thc tn gio, xu hng du nhp vn ha t nc
ngai ------------------------------------------------------------------------------------------------------------- 12
g.Hnh thc tn gio: --------------------------------------------------------------------------------------------- 12
h.Xu hng du nhp vn ha t nc ngoi: ----------------------------------------------------------------- 13
4.Mi trng t nhin (Natural environment): -------------------------------------------------------------------------- 14
a.V tr a l, iu kin t nhin, kh hu: --------------------------------------------------------------------- 14
b.Cc loi ti nguyn khong sn: ------------------------------------------------------------------------------ 14
c.Xu hng thay i ngun nng lng: ----------------------------------------------------------------------- 15
d.Vn mi trng: --------------------------------------------------------------------------------------------- 16
5.Mi trng cng ngh (technological environment): ---------------------------------------------------------------- 16
a.S ra i ca nhng cng ngh mi ------------------------------------------------------------------------- 16
b.Tc pht minh v ng dng cng ngh mi: ------------------------------------------------------------ 17
c.p lc v chi ph cho vic pht trin v chuyn giao cng ngh mi: ------------------------------------ 17
d.Tc lc hy dit mang tnh sng to: ------------------------------------------------------------------------ 17
B Mi trng vi m (Mi trng tc nghip) --------------------------------------------------------------- 18
I.Cc i th cnh tranh: ------------------------------------------------------------------------------------ 18
1.Cc i th cnh tranh ng o hoc c qui m gn tng ng nhau: ------------------------------------- 19
2.Tc tng trng ca ngnh: ----------------------------------------------------------------------------------------- 19
3.Chi ph c nh v chi ph lu kho cao: -------------------------------------------------------------------------------- 19
4.S thiu vng tnh khc bit ca sn phm v v cc chi ph chuyn i: -------------------------------------- 20
5.Ngnh c nng lc d tha: --------------------------------------------------------------------------------------------- 20
6.Tnh a dng ca ngnh: ------------------------------------------------------------------------------------------------ 20
7.S t cc vo ngnh cao (doanh nghip c gng li ngnh) ------------------------------------------------- 21
8.Cc ro cn rt lui: -------------------------------------------------------------------------------------------------------- 21
II.Cc khch hng: ------------------------------------------------------------------------------------------- 22
1.S lng ngi mua: ----------------------------------------------------------------------------------------------------- 22
a.S lng ngi mua nh (ch c 1 hoc mt vi ngi mua). -------------------------------------------- 22
b.S lng ngi mua rt ln hoc rt khc nhau (ngi mua phn tn). -------------------------------- 22
2.Ngi mua chim t trng ln trong sn lng ca ngi bn: --------------------------------------------------- 22
3.Sn phm: ------------------------------------------------------------------------------------------------------------------ 23
4. Chi ph chuyn i sn phm ca ngi mua: (khch hng chuyn t vic mua sn phm
ca doanh nghip sang mua sn phm ca i th cnh tranh) ------------------------------------------------- 23
5.Li nhun: ------------------------------------------------------------------------------------------------------------------ 23
6. Ngi mua c kh nng gia nhp th trng pha trc v to ra nguy c gia nhp theo
chiu dc: ------------------------------------------------------------------------------------------------------------------ 23
7.Mc nh hng ca doanh nghip n cht lng sn phm ca ngi mua: ----------------------------- 24
8.Ngi mua c y thng tin: ---------------------------------------------------------------------------------------- 24
CHIN LC V CHNH SCH KINH DOANH
110
III.Nhng nh cung cp: ------------------------------------------------------------------------------------ 24
1.S lng nh cung cp: -------------------------------------------------------------------------------------------------- 24
2.Kh nng chuyn i sang cc nh cung cp khc: ----------------------------------------------------------------- 25
3.Mc quan trng ca doanh nghip i vi nh cung cp: ------------------------------------------------------ 25
4.Mc d bit ha sn phm v dch v ca nh cung cp:------------------------------------------------------- 25
5.Kh nng hi nhp thun chiu ca nh cung cp hoc kh nng hi nhp ngc chiu
ca doanh nghip: -------------------------------------------------------------------------------------------------------- 25
IV.Cc i th tim n: -------------------------------------------------------------------------------------- 26
1.Hiu qu kinh t theo quy m: ------------------------------------------------------------------------------------------ 26
2.S khc bit v sn phm: ---------------------------------------------------------------------------------------------- 26
3.Yu cu v vn: ----------------------------------------------------------------------------------------------------------- 26
4.Chi ph chuyn i:-------------------------------------------------------------------------------------------------------- 27
5.Tip cn ng dy phn phi: ----------------------------------------------------------------------------------------- 27
6.Chnh sch ca chnh ph: ----------------------------------------------------------------------------------------------- 27
V.Cc sn phm thay th: ----------------------------------------------------------------------------------- 27
C Mi trng quc t. ----------------------------------------------------------------------------------------- 28
I.c im ca mi trng quc t ------------------------------------------------------------------------ 28
II.c im ca QTDN trong hon cnh quc t hin nay ----------------------------------------------- 28
D Ma trn nh gi cc yu t ngoi vi: --------------------------------------------------------------------- 29
^^~
CHNG 3:
NGHIN CU MI TRNG BN TRONG
Phn tch nhng im mnh & im yu -------------------------------------------------------- 30
A - Cc yu t mi trng bn trong DN.---------------------------------------------------------------------- 30
I.Marketing. --------------------------------------------------------------------------------------------------- 30
II.Sn xut, nghip v, k thut. --------------------------------------------------------------------------- 30
1.Sn xut: ------------------------------------------------------------------------------------------------------------------- 30
a. H thng sn xut nhn nguyn liu th, cng nhn, my mc, nh xng, k thut
cng ngh, tin mt ngun vn v cc ti nguyn khc chuyn i ra thnh sn phm
hoc dch v. -------------------------------------------------------------------------------------------------------- 30
b.S b tr cc phng tin sn xut , quy hoch v tn dng cc phng tin -------------- ----------- 31
b.1.B tr sn xut theo sn phm: ------------------------------------------------------------------------- 31
b.2.B tr sn xut theo qu trnh: -------------------------------------------------------------------------- 32
b.3.B tr sn xut theo v tr c nh: p dng cho trng hp sn xut sn phm
mng manh d v hot qu cng knh kh khn trong vic v.chuyn. ------------------------- 32
2.Nghip v: ------------------------------------------------------------------------------------------------------------------ 33
3.K thut : ------------------------------------------------------------------------------------------------------------------- 33
III.Ti chnh k ton. -------------------------------------------------------------------------------------- 34
T chc h thng k ton: ------------------------------------------------------------------------------------------------- 34
1.T chc k ton tp trung. ------------------------------------------------------------------------------------ 34
CHIN LC V CHNH SCH KINH DOANH
111
2.T chc k ton phn tn. ------------------------------------------------------------------------------------ 34
IV.Ngun nhn s. ------------------------------------------------------------------------------------------- 34
1.Cc nh qun tr: ----------------------------------------------------------------------------------------------- 35
2.Ngi tha hnh: ----------------------------------------------------------------------------------------------- 35
3.Ngi lao ng: ------------------------------------------------------------------------------------------------- 35
4.T chc ca b my nhn s: -------------------------------------------------------------------------------- 36
V.H thng thng tin. ---------------------------------------------------------------------------------------- 36
VI.Nghin cu v pht trin --------------------------------------------------------------------------------- 37
VII.N np vn ha. ------------------------------------------------------------------------------------------ 38
B - Ma trn cc yu t bn trong doanh nghip: ------------------------------------------------------------- 39
I.Tin trnh XD ma trn IFE:--------------------------------------------------------------------------------- 39
II.Phn tch SWOT / TOWS: --------------------------------------------------------------------------------- 40
^^~
CHNG 4:
LNH VC KD, T TNG KD, MC TIU KD ---------------------------------------------------- 41
A - Lnh vc kinh doanh ca doanh nghip ------------------------------------------------------------------- 41
I. ngha ca vic xc nh lnh vc kinh doanh. --------------------------------------------------------- 41
1.Xc nh lnh vc kinh doanh ca doanh nghip l phi gii quyt bn vn : ------------------------------- 41
2. ngha ca vic xc nh lnh vc kinh doanh. ---------------------------------------------------------------------- 41
II.Cc nhn t nh hng n vic xc nh lnh vc kinh doanh. ------------------------------------- 41
1.Lch s doanh nghip. ---------------------------------------------------------------------------------------------------- 41
2.Mi trng khch quan v iu kin ch quan hin ti ca doanh nghip. ------------------------------------- 41
3.Quan im ca ngi lnh o doanh nghip. ----------------------------------------------------------------------- 41
4.Ngun lc ca doanh nghip: gm ------------------------------------------------------------------------------------- 42
5.Nng lc qun l ca doanh nghip. ----------------------------------------------------------------------------------- 42
III.Cc nguyn tc xc nh lnh vc kinh doanh ca doanh nghip. ------------------------------- 42
1.Nguyn tc kt hp gia ngun lc v th trng. ------------------------------------------------------------------ 42
2.Nguyn tc xem xt chu k tn ti ca sn phm. ------------------------------------------------------------------ 43
3.Nguyn tc c tnh ngh nghip. -------------------------------------------------------------------------------------- 43
4.Nguyn tc pht huy u th ca doanh nghip. --------------------------------------------------------------------- 43
5.Nguyn tc ph hp vi s trng ca ngi lnh o. ------------------------------------------------------------ 43
IV.Mt s sai lm khi xc nh lnh vc kinh doanh. ----------------------------------------------------- 43
1.Khng ch nghin cu th trng v xu th pht trin ca n. ------------------------------------------------- 43
2.a dng ha KD mt cch m qung. --------------------------------------------------------------------------------- 44
B - T tng kinh doanh (Trit l kinh doanh) -------------------------------------------------------------- 44
I.Khi nim t tng kinh doanh ca doanh nghip. ---------------------------------------------------- 44
II.Ni dung ca t tng kinh doanh. --------------------------------------------------------------------- 44
1.Quan im thng tin. ----------------------------------------------------------------------------------------------------- 44
CHIN LC V CHNH SCH KINH DOANH
112
2.Quan im thi c. -------------------------------------------------------------------------------------------------------- 45
3.Quan im cnh tranh ---------------------------------------------------------------------------------------------------- 45
4.Quan im sng to.------------------------------------------------------------------------------------------------------ 46
5.Quan im cht lng. --------------------------------------------------------------------------------------------------- 46
6.Quan im o to nhn ti. -------------------------------------------------------------------------------------------- 46
C - Mc tiu chin lc ca doanh nghip. ------------------------------------------------------------------- 46
I.Khi nim mc tiu chin lc ca DN. ------------------------------------------------------------------ 46
II.c trng mc tiu chin lc ca doanh nghip. ---------------------------------------------------- 46
III.Ni dung mc tiu chin lc ca DN. ----------------------------------------------------------------- 47
IV.H thng mc tiu chin lc ca DN. ----------------------------------------------------------------- 47
1.Phn lai mc tiu: -------------------------------------------------------------------------------------------------------- 48
2.Cp ca mc tiu bao gm ------------------------------------------------------------------------------------------ 48
V.Nhng vn cn ch khi xc nh mc tiu KD ca DN. ------------------------------------------- 49
^^~
CHNG 5:
CHIN LC TNG TH CA CNG TY ----------------------------------------------------------- 50
A - S hnh thnh chin lc kinh doanh ---------------------------------------------------------------------- 50
I.Cc ngun chin lc -------------------------------------------------------------------------------------- 50
1.Chin lc c hoch nh t ngi lnh o cao nht ----------------------------------------------------------- 50
2.Chin lc c hnh thnh theo s gi m -------------------------------------------------------------------------- 50
3.Chin lc c hnh thnh theo s ngm nh --------------------------------------------------------------------- 50
4.Chin lc c hnh thnh do nhng sc p tc ng t bn ngoi -------------------------------------------- 50
II.Cn c hnh thnh chin lc:------------------------------------------------------------------------ 50
1.Bn thn DN ---------------------------------------------------------------------------------------------------------------- 51
2.Cc khch hng ------------------------------------------------------------------------------------------------------------ 51
a.Phn chia th trng theo s thch ring ca KH: ----------------------------------------------------------- 51
b.Phn chia th trng theo kh nng p ng nhu cu ca DN: ------------------------------------------ 51
c.Phn chia li th trng: --------------------------------------------------------------------------------------- 51
d.Phn chia th trng theo s thay i nhu cu v mong mun ca KH: Nhu cu v
mong mun ca KH thng xuyn thay i do: ------------------------------------------------------------ 52
3.Cc i th cnh tranh --------------------------------------------------------------------------------------------------- 52
III.Cch thc hnh thnh chin lc ----------------------------------------------------------------------- 52
1.Chin lc c hnh thnh theo kiu nng ng ------------------------------------------------------------------- 52
2.Chin lc c hnh thnh theo kiu thch ng --------------------------------------------------------------------- 52
3.Chin lc c hnh thnh theo kiu k hoch ha ---------------------------------------------------------------- 52
B - Nhng chin lc ch yu cp doanh nghip ------------------------------------------------------------- 53
I.Cc chin lc tng trng tp trung -------------------------------------------------------------------- 53
1.Chin lc xm nhp th trng: --------------------------------------------------------------------------------------- 53
2.Chin lc pht trin th trng: --------------------------------------------------------------------------------------- 55
CHIN LC V CHNH SCH KINH DOANH
113
3.Chin lc tng nhanh sn phm / th trng: ----------------------------------------------------------------------- 56
4.Chin lc pht trin sn phm ----------------------------------------------------------------------------------------- 56
II.Cc chin lc pht trin hi nhp ---------------------------------------------------------------------- 61
1.Hi nhp dc --------------------------------------------------------------------------------------------------------------- 61
a.Phng n 1: Cc hp ng ngn hn v u gi cnh tranh -------------------------------------------- 63
b.Phng n 2: Cc lin minh chin lc v hp ng di hn --------------------------------------------- 63
c.Phng n 3: Thit lp cc mi lin h hp tc di hn --------------------------------------------------- 64
2.Hi nhp ngang ------------------------------------------------------------------------------------------------------------ 65
a.Phng n 1: chin lc hp nht: -------------------------------------------------------------------------- 66
b.Phng n 2: chin lc thn tnh(mua li): --------------------------------------------------------------- 66
c.Phng n 3: chin lc lin doanh v lin kt kinh t(cc lin minh chin lc) --------------------- 67
III.Cc chin lc pht trin a dng ha ----------------------------------------------------------------- 67
1.a dng ha ng tm --------------------------------------------------------------------------------------------------- 68
2.a dng ha hng ngang ------------------------------------------------------------------------------------------------ 69
3.a dng ha kt hp ----------------------------------------------------------------------------------------------------- 69
IV.Chin lc suy gim -------------------------------------------------------------------------------------- 70
1.Ct gim chi ph ----------------------------------------------------------------------------------------------------------- 70
2.Thu hi vn u t -------------------------------------------------------------------------------------------------------- 71
3.Thu hoch ------------------------------------------------------------------------------------------------------------------ 71
4.Gii th (Thanh ton) ----------------------------------------------------------------------------------------------------- 71
C - Phn tch chin lc ----------------------------------------------------------------------------------------- 72
I.R sot, nhn bit li chin lc hin ti ---------------------------------------------------------------- 72
II.Nhn thc tng qut, nh gi tnh hnh cnh tranh trn th trng
v phn tch cnh tranh ---------------------------------------------------------------------------------- 72
III.Phn tch chin lc trn ma trn SWOT -------------------------------------------------------------- 72
IV.Phn tch danh mc u t ------------------------------------------------------------------------------ 73
D - La chn chin lc ----------------------------------------------------------------------------------------- 74
I.Kt hp nhng kt qu phn tch ------------------------------------------------------------------------- 74
II.So snh la chn chin lc ti u ---------------------------------------------------------------------- 74
1.Phng php truyn thng ---------------------------------------------------------------------------------------------- 75
2.Phng php thit lp ma trn theo mc hp dn ca phng n ------------------------------------------- 75
^^~
CHNG 6:
CHIN LC CP N V THNH VIN V B PHN CHC NNG ------------------------- 77
A- Cc chin lc cc n v kinh doanh: ------------------------------------------------------------------- 77
I.Cc chin lc cnh tranh theo quan im ca M.Porter: --------------------------------------------- 77
1.Chin lc dn u chi ph thp: --------------------------------------------------------------------------------------- 77
2.Chin lc khc bit ha: ------------------------------------------------------------------------------------------------ 77
CHIN LC V CHNH SCH KINH DOANH
114
3.Chin lc chi ph thp hp l vi khc bit ha cc yu t u ra: ---------------------------------------------- 78
4.Chin lc tp trung hoc n nu th trng (chin lc trng tm ha): -------------------------------------- 78
II.Cc chin lc cnh tranh dnh cho cc n v kinh doanh theo v tr th phn
trn th trng:------ ------------------------------------------------------------------------------------- 78
1.Cc chin lc dnh cho cc n v kinh doanh dn u th trng: -------------------------------------------- 78
a.Chin lc m rng tng nhu cu th trng: -------------------------------------------------------------- 78
a.1.Tm kim khu vc a l mi bn hng: ----------------------------------------------------------- 79
a.2.Tm kim khch hng mi: ------------------------------------------------------------------------------ 79
a.4.Pht trin cng dng mi ca sn phm: ------------------------------------------------------------- 79
a.4.Khuyn khch s dng sn phm nhiu hn: --------------------------------------------------------- 79
b.Chin lc bo v th phn hay chin lc phng th: ---------------------------------------------------- 79
b.1.Phng th v tr: ------------------------------------------------------------------------------------------- 80
b.2.Phng th bn sn: ------------------------------------------------------------------------------------- 80
b.3.Phng th pha trc: ------------------------------------------------------------------------------------ 80
b.4.Phng th phn cng: ------------------------------------------------------------------------------------ 81
b.5.Phng th co cm: ---------------------------------------------------------------------------------------- 81
c.Chin lc m rng th phn: --------------------------------------------------------------------------------- 81
2.Cc chin lc dnh cho cc n v kinh doanh thch thc th trng: ----------------------------------------- 82
a.Tn cng pha trc: ------------------------------------------------------------------------------------------- 82
b.Tn cng bn sn: -------------------------------------------------------------------------------------------- 83
c.Tn cng bao vy: ---------------------------------------------------------------------------------------------- 83
d.Tn cng ng vng: ----------------------------------------------------------------------------------------- 83
e.Tn cng du kch : ---------------------------------------------------------------------------------------------- 84
3.Cc chin lc dnh cho cc n v kinh doanh theo sau th trng --------------------------------------------- 84
a.M phng hon ton: ------------------------------------------------------------------------------------------ 84
b.M phng mt s ni dung ct li trong hn hp marketing ca i th dn u
v gi mt s khc bit v bao b, gi c, qung co, mng li bn hng: ---------------------- --84
c.M phng c ci tin thch nghi vi th trng: --------------------------------------------------------- 85
4.Cc chin lc dnh cho cc n v kinh doanh n nu th trng: ---------------------------------------------- 85
B - Cc cp chin lc chc nng: (H tr cho chin lc chung ca ton Cty) -------------------------- 86
I.Qun tr mua hng: ----------------------------------------------------------------------------------------- 86
1.Nhim v c bn ca b phn mua hng: ---------------------------------------------------------------------------- 86
2.Cc chin lc mua hng tiu biu: ------------------------------------------------------------------------------------ 86
II.Qun tr sx v tc nghip: -------------------------------------------------------------------------------- 86
1.B phn sx v tc nghip c nhim v c bn: ---------------------------------------------------------------------- 86
2. Cc chin lc qun tr sx v tc nghip dnh cho nhng n v kinh doanh quy m nh: ----------------- 87
a. Nhng n v kinh doanh cnh tranh bng chin lc tp trung chi ph thp thng
chn cc chin lc QT sx v tc nghip nh: ------------------------------------------------------------- 87
CHIN LC V CHNH SCH KINH DOANH
115
b. Nhng n v kinh doanh quy m nh cnh tranh bng CL tp trung to s khc bit
ha: -------------------------------------------------------------------------------------------------------------- 87
c. Cc n v kinh doanh quy m nh cnh tranh bng cc chin luc tp trung chi ph
thp kt hp vi s khc bit ha: --------------------------------------------------------------------------- 87
3.Cc chin lc QT sx v tc nghip dnh cho nhng n v kinh doanh quy m ln: ------------------------- 87
a. Nhng n v kinh doanh cnh tranh bng chin lc tp trung cp thp thng chn
cc chin lc QT sx v tc nghip: ------------------------------------------------------------------------- 87
b.Nhng n v kinh doanh theo ui CL to s khc bit ha: -------------------------------------------- 88
c. Cc n v kinh doanh quy m ln cnh tranh bng cc chin lc tp trung cp thp
kt hp vi s khc bit ha: --------------------------------------------------------------------------------- 88
III.Qun tr ti chnh: ---------------------------------------------------------------------------------------- 88
1.i vi nhng n v cnh tranh bng chin lc tp trung cp thp hoc dn u cp thp: ---------------- 88
2.i vi nhng n v kinh doanh cnh tranh bng CL tp tp trung to s khc bit ha: ------------------ 88
3.i vi nhng n v kinh doanh cnh tranh bng cc CL dn u cp thp kt hp vi s khc bit: ----- 89
IV.Qun tr nghin cu v pht trin: ---------------------------------------------------------------------- 89
V.Qun tr ngun nhn lc: --------------------------------------------------------------------------------- 89
VI.Qun tr h thng thng tin: ----------------------------------------------------------------------------- 89
VII.Qun tr Marketing: -------------------------------------------------------------------------------------- 90
^^~
CHNG 7:
THC HIN CHIN LC KD ---------------------------------------------------------------------- 91
Nhng kh khn DN thng hay gp nht khi thc hin chin lc: ---------------------------------- 91
Cc nguyn tc thng c cc DN thnh cng trong vic thc thi chin lc tun th: ------------- 91
A Cc vn qun tr. ----------------------------------------------------------------------------------------- 92
I.Xc nh mc tiu ngn hn (trong nm). --------------------------------------------------------------- 92
1.Khi nim: ------------------------------------------------------------------------------------------------------------------ 92
2.Cc nguyn tc c bn xc nh mc tiu ngn hn. ----------------------------------------------------------- 92
3.Vai tr : --------------------------------------------------------------------------------------------------------------------- 92
II.Xy dng cc chnh sch --------------------------------------------------------------------------------- 93
1.Mt s chnh sch c bn trong doanh nghip ----------------------------------------------------------------------- 93
2.Mt s vn tiu biu ca mt chnh sch qun tr. -------------------------------------------------------------- 93
3.Vai tr: ---------------------------------------------------------------------------------------------------------------------- 94
III.Phn b ngun lc --------------------------------------------------------------------------------------- 94
1.nh gi ngun lc ------------------------------------------------------------------------------------------------------- 94
2.iu chnh ngun lc: ---------------------------------------------------------------------------------------------------- 95
3.m bo ngun lc ------------------------------------------------------------------------------------------------------- 95
4.Vai tr phn b ngun lc: ---------------------------------------------------------------------------------------------- 95
IV.Qun tr mu thun --------------------------------------------------------------------------------------- 96
1.Khi nim. ------------------------------------------------------------------------------------------------------------------ 96
CHIN LC V CHNH SCH KINH DOANH
116
2.Nguyn nhn hnh thnh mu thun. ---------------------------------------------------------------------------------- 96
3.Vai tr ca qun tr mu thun. ----------------------------------------------------------------------------------------- 96
4.Phng php gii quyt mu thun. ----------------------------------------------------------------------------------- 96
a.Lng trnh mu thun: ---------------------------------------------------------------------------------------- 96
b.Trung ha mu thun: ----------------------------------------------------------------------------------------- 97
c.i u vi mu thun: ---------------------------------------------------------------------------------------- 97
V.Gn c cu vi chin lc --------------------------------------------------------------------------------- 97
1.C cu chc nng --------------------------------------------------------------------------------------------------------- 97
2.C cu b phn: sn phm,khch hng, khu vc a l... ---------------------------------------------------------- 98
3.C cu theo n v kinh doanh chin lc. --------------------------------------------------------------------------- 98
4.C cu ma trn.------------------------------------------------------------------------------------------------------------ 98
B Thc thi chin lc cc chc nng chnh. -------------------------------------------------------------- 99
I.Cc vn Marketing: ------------------------------------------------------------------------------------- 99
1.Phn khc th trng: ---------------------------------------------------------------------------------------------------- 99
2.nh v sp: ------------------------------------------------------------------------------------------------------------------ 99
II.Cc vn ti chnh (k ton): -------------------------------------------------------------------------100
1.To ra lng vn thc hin cc chin lc: (vn ct li) --------------------------------------------- 100
2.Cc bng bo co ti chnh d ton: --------------------------------------------------------------------------------- 100
3.Cc bng d ton ngn sch ti chnh: ------------------------------------------------------------------------------ 100
4.nh gi gi tr ca 1 DN: --------------------------------------------------------------------------------------------- 100
III.Cc vn R&D: -----------------------------------------------------------------------------------------100
IV.Cc vn v h thng thng tin: ---------------------------------------------------------------------101
^^~
CHNG 8:
KIM TRA V NH GI CHIN LC -----------------------------------------------------------102
A - Ni dung c bn trong qu trnh kim tra, nh gi chin lc: --------------------------------------102
I.Xc nh ni dung kim tra: ------------------------------------------------------------------------------102
II.t ra nhng tiu chun kim tra: ---------------------------------------------------------------------102
1.Nhng tiu chun thay th: ------------------------------------------------------------------------------------------- 102
2.Nhng sai s cho php: ------------------------------------------------------------------------------------------------ 102
III.o lng s thc hin: ---------------------------------------------------------------------------------103
1.Thng tin cho vic o lng thnh qu ----------------------------------------------------------------------------- 103
2.Nhng k thut o lng: ----------------------------------------------------------------------------------------- 103
a.Nhng s o hng v tip th: ----------------------------------------------------------------------------- 103
b.Nhng k thut o lng ti nguyn nhn lc: ----------------------------------------------------------- 104
c.Nhng ch tiu nh gi kt qu sn xut: ---------------------------------------------------------------- 104
d.Kim ton: ----------------------------------------------------------------------------------------------------- 104
IV.So snh thnh tch vi tiu chun ----------------------------------------------------------------------104
CHIN LC V CHNH SCH KINH DOANH
117
1.Khi nim: ---------------------------------------------------------------------------------------------------------------- 104
2.Quy trnh nh gi chin lc kinh doanh: ------------------------------------------------------------------------- 105
V.Tm kim nguyn nhn sai lch: -------------------------------------------------------------------------106
VI.Tin hnh sa cha --------------------------------------------------------------------------------------106
B Mi lin h gia cc bc trong qu trnh kim tra nh gi ------------------------------------------106
C- Vai tr ca khen thng, k lut trong qu trnh kim tra, nh gi chin lc ----------------------107
I.Vai tr ca khen thng: ---------------------------------------------------------------------------------107
II.Vai tr ca k lut-----------------------------------------------------------------------------------------107