QUAN LY CHIEN LC

TS. LE THANH LONG

Muc tieu mon hoc

Hieu khai niem va qui trnh hoach nh chien lc. Co kha nang phan tch moi trng To chc thc hien hieu qua nham at c muc tieu cua doanh nghiep.

Noi dung
Chng 1: Chien lc va quan ly chien lc Chng 2: Phan tch moi trng ben ngoai & ben trong Chng 3: Chien lc tong the Chng 4: Chien lc canh tranh c ban Chng 5: Thc thi chien lc, anh gia va ieu chnh chien lc
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Tai lieu tham khao

Hoach nh Chien Lc theo Qua Trnh Rudolf Gruenig Pham Ngoc Thuy, Le Thanh Long va Vo Van Huy dch, NXB KHKT, 2003 Chien lc va sach lc kinh doanh Garry D. Smith va cong s, Bui Van ong dch, NXB Thong Ke, 2000 Khai luan va Quan tr chien lc Fred R. David Trng Cong Minh dch, NXB Thong Ke 1995 Crafting and Implementing Strategy Arthur A. Thompson, A. J. Stricklan III, 10th Edition, McGraw-Hill, 1998
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Yeu cau
oc bai giang va tai lieu Chuan b cau hoi thao luan (neu co)

Tham gia thao luan tren lp

i hoc ung gi Tap trung trong gi hoc
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Hnh thc thi

Trac nghiem/viet
Giai quyet mot tnh huong

Lien he

TS. Le Thanh Long

Ban Quan he Quoc te ai hoc Quoc gia Tp. Ho Ch Minh

Email: ltlong@vnuhcm.edu.vn Phone: 7242181 1456 Mobile: 0918041187

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Ky vong va Kien ngh

Ky vong/Kien ngh:

CHIEN LC VA QUAN LY CHIEN LC

Noi dung
Chien lc? Quan ly chien lc Mo hnh quan ly chien lc Tam nhn, Nhiem vu chien lc va muc tieu cua cong ty Li ch va rui ro cua quan ly chien lc.

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Chien lc la g?
Chien lc la tien trnh xac nh cac muc tieu c ban dai han cua cong ty, la chon cach thc hoac phng hng hanh ong va phan bo cac tai nguyen thiet yeu e thc hien cac muc tieu o (Alfred Chander) Chien lc la mot dang thc hoac mot ke hoach phoi hp cac muc tieu chnh, cac chnh sach va cac trnh t hanh ong thanh mot tong the thong nhat (James B. Quinn) Chien lc la mot ke hoach mang tnh thong nhat, tnh toan dien, va tnh phoi hp, c thiet ke e am bao rang cac muc tieu c ban cua cong ty se c thc hien (William J. Glueck)
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Chien lc la g? (tt)

Muc tieu

Phng hng hanh ong

Phan bo nguon lc

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Quan ly chien lc nh ngha

Quan ly chien lc (Strategic Management) la qua trnh nghien cu, phan tch moi trng ben ngoai va ben trong cong ty; hien tai cung nh tng lai; xac lap cac muc tieu cua cong ty, hoach nh, thc hien va kiem tra chien lc nham s dung hieu qua cac nguon lc e at c cac muc tieu mong muon.

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Quan ly chien lc nh ngha (tt)

Phan tch moi trng, xac nh muc tieu

Hoach nh, thc hien, kiem tra chien lc S dung hieu qua cac nguon lc (resources)

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Yeu cau cua quan ly chien lc

Tao c li the canh tranh Han che rui ro Phai co muc tieu & phan tch kha nang thc hien Phan tch moi trng kinh doanh Giai phap thay the va bien phap ho tr Ket hp chien lc co d nh va chien lc mi xuat hien

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Chien lc d nh va thc hien

Chien lc d nh

Chien lc can nhac

Chien lc thc hien

Chien lc khong thc hien

Chien lc mi xuat hien

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Mo hnh quan ly chien lc

Phan tch Yeu to ben ngoai Xay dng va la chon chien lc

Tam nhn Nhiem vu chien lc

Phan tch moi trng kinh doanh

Xac nh Muc tieu chien lc

Chien lc Tong the

Thc thi Chien lc

Chien lc Canh tranh

Kiem soat, anh gia va ieu chnh chien lc

Phan tch Yeu to ben trong

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Tam nhn
Tam nhn (Vision):

Gi ra mot nh hng cho tng lai, mot khat vong ma cong ty muon at ti.

Hng moi thanh vien en mot iem chung trong tng lai.
Khong phai la mot muc tieu hanh ong cu the Khac vi Nhiem vu chien lc (mission)
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Nhiem vu chien lc

Nhiem vu chien lc (Mission):

la ly do ton tai, y ngha cua s ton tai va cac hoat ong cua cong ty. la muc ch chnh cua cong ty nham phan biet ac trng cua cong ty vi cac cong ty khac cung nganh

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Tam nhn

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Tam nhn
Vision Where the organization is going Mission Ongoing principles Objectives Performance outcomes

Strategy How to achieve the objectives

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V du: Tam nhn va nhiem vu chien lc

McDonalds
Tam nhn chien lc cua McDonalds la thong tr nganh dch vu an uong toan cau. S thong tr toan cau co ngha la thiet lap mot tieu chuan phuc vu cho s thoa man cua khach hang, qua o gia tang th phan va li nhuan bang S thuan tien, Gia tr, va Chien lc thc thi.

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V du: Tam nhn va nhiem vu chien lc

Microsoft
Co mot tam nhn chien lc nh hng moi hanh ong cua chung ta: Mot may tnh tren moi cai ban, trong moi gia nh, s dung nhng phan mem cc tot nh la mot cong cu tr giup ac lc

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V du: Tam nhn va nhiem vu chien lc

Eastman Kodak Tr thanh nhat tren the gii trong lnh vc hoa chat va ien t phuc vu cong nghiep anh.

Compaq Computer Tr thanh nha cung cap san pham PC va PC servers hang au cho tat ca cac phan khuc khach hang

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Tnh chat cua Ban phat bieu nhiem vu chien lc (Mission Statement)

Xac nh v the cua cong ty

Phan biet cong ty vi cac oi thu Khung anh gia cac hoat ong

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Noi dung cua Ban phat bieu nhiem vu chien lc

Nganh kinh doanh

Khach hang San pham/ dch vu Th trng Cong nghe Muc tieu chien lc Sinh li Ton tai va phat trien Triet ly kinh doanh Moi quan tam oi vi nhan vien Moi quan tam oi vi cong ong
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Muc tieu kinh doanh

T tng chu ao

Triet ly kinh doanh

Triet ly kinh doanh thc chat la nguyen tac hoac quan iem quan ly nham at c muc tieu chien lc

Triet ly kinh doanh nham dan hng moi hoat ong t hoach nh, quan ly va ieu hanh cong ty

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Triet ly kinh doanh

We will achieve 20% real growth in earnings next yearto be accomplished through a 10% growth in existing businesses, 5% through creation of new businesses, and 5% through acquisitions.

20% of our revenues must come from products that are newer than 5 years.
90 % of our profits will be donated to charity The company should grow only as fast as can be financed by internal resources.
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Muc tieu cong ty

Muc tieu? Muc tieu ngan han Muc tieu dai han Tam quan trong cua muc tieu

La c s phan phoi nguon lc Xac nh cac u tien La cong cu e kiem soat viec thc thi La c che e anh gia

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Mot so muc tieu

Toi a hoa li nhuan

Tang gia tr
Th phan, v the canh tranh Nang suat

Dan au cong nghe

Nguon lc tai chanh Hieu nang quan ly va kha nang phat trien Quan he va phat trien nhan vien Trach nhiem xa hoi
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Tieu ch anh gia cac muc tieu

Tnh cu the Tnh linh hoat Tnh nh lng Tnh thuc ay Tnh phu hp Tnh kha thi
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Li ch cua quan ly chien lc

Thay ro muc tieu va hng i Lu y nhieu hn en moi trng kinh doanh luon thay oi anh gia chnh xac ve nguon lc va kha nang ieu kien e thong nhat cac quyet nh chien lc cac cap ng pho chu ong (proactive) oi vi s thay oi cua moi trng
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Thach thc cua quan ly chien lc

Nhieu thi gian va no lc Ngi hoach nh chien lc ngi thc hien Hoach nh cng nhac, khong linh ong D bao thi gian dai Tnh kha thi cua chien lc.
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Mot so quan iem

Chien lc va quan ly chien lc la khong can thiet khi moi trng luon thay oi Chien lc ch danh cho nha quan ly cao cap Chien lc la ke hoach Chien lc la on nh va khong oi Quan ly chien lc vach ng i va ch cuoi cung
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Lu y
Qui trnh hay S kien? Bc trc can co phan hoi cua bc sau S thay oi cua moi bc co tac ong en tat ca cac bc khac cua qui trnh

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Thao luan
Tai sao cac cong ty va va nho thng khong co chien lc?

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