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PHM NH DNG
Ni dung
4.1
4.2
4.3
Hoch nh k hoch
PHM NH DNG
PHM NH DNG
1
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10/25/2011
PHM NH DNG
Mc tiu l nhng trng thi, nhng ct mc, nhng tiu ch c th m doanh nghip mun t c trong mt khong thi gian nht nh.
PHM NH DNG
Vai tr ca mc tiu
Mc tiu l phng tin t c mc ch ca doanh nghip H thng mc tiu gip cho nh qun tr nhn dng c cc u tin Mc tiu l c s cho vic xy dng cc chng trnh qun tr doanh nghip Mc tiu to s ch v quan tm ca cc i tng hu quan
PHM NH DNG
2
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Theo bn cht
Theo tc
Theo cp
PHM NH DNG
u im
u im
Mc tiu tp trung
Mc tiu phn tn
Nhc im
Nhc im
PHM NH DNG
3
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Bc 4
Cng vi cp di ra mc tiu
Bc 1
4.2.1
4.2.2
4.2.3
PHM NH DNG
PHM NH DNG
4
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PHM NH DNG
PHM NH DNG
PHM NH DNG
5
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Chin lc thm nhp th trng Chin lc pht trin th trng Chin lc pht trin sn phm
PHM NH DNG
Hi nhp dc thun chiu Hi nhp dc ngc chiu Hi nhp theo chiu ngang
PHM NH DNG
PHM NH DNG
6
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PHM NH DNG
PHM NH DNG
PHM NH DNG
7
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Mc tiu v s mng
Hoch nh chin lc
Mc tiu chin lc
Cc mc tiu chin lc
Ci thin nng sut ti sn c
Cc mc tiu c th
Tng nng sut ti sn c rng( sau thu) t 12% n 19% k t nay n 3 nm ti
Tng nng sut v phng din sn xut Tng lng tiu th qua pht trin th trng c
Mua mt thit b mi: 3 triu trong nm ti -Vi sn phm A: tng t 15% n 20% k t nay n 1 nm ti; -Sn phm B: Tng t 20% n 25% t nay
PHM NH DNG
n 2 nm ti
PHM NH DNG
8
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SWOT
QSPM
I-E
Cng c
MC kinsey
PHM NH DNG
BCG
Ma trn swot
Bc 1
Bc 2
Bc 3
PHM NH DNG
Bnh lun
(2) Rt quan trng:3, quan trng:2, t quan trng: 1 v khng quan trng:0
(3) Rt quan trng:3, quan trng:2, t quan trng: 1 v khng quan trng:0
(4)
(5)
Ct (2)x(3) v ly du ct (4)
PHM NH DNG
9
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C hi v xp hng c hi
Cc c hi chnh (1)
Phn loi mc Lit k cc yu t mi trng bn ngoi l c hi i vi DN 2=mc trung bnh 1=mc thp quan trng i vi mi yu t: 3=mc cao 3=nhiu (Dng xp th 2=trung bnh 1=t
PHM NH DNG
t yu tin)
Phn loi mc Lit k cc yu t mi trng bn ngoi l thch thc i vi DN 2=mc trung bnh 1=mc thp quan trng i vi mi yu t: 3=mc cao 3=nhiu (Dng xp th t 2=trung bnh 1=t
PHM NH DNG
yu tin)
Bnh lun
(2) Rt quan trng:3, quan trng:2, t quan trng: 1 v khng quan trng:0
(3) Rt quan trng:3, quan trng:2, t quan trng: 1 v khng quan trng:0
(4)
(5)
Ct (2)x(3) v ly du ct (4)
PHM NH DNG
10
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Ma trn swot
Cc im mnh (S) 1.... 2... Cc c hi (O) 1.... 2.... 3.... Cc nguy c (T) 1.... 2.... 3.... Cc kt hp (SO) (S dng cc im mnh tn dng c hi) 1.... 2.... Cc kt hp (ST) (S dng cc im mnh trnh cc e do) 1.... 2....
PHM NH DNG
Cc im yu (W) 1.... 2.... Cc kt hp (OW) (Vt qua im yu bng cch tn dng cc c hi) 1.... 2... Cc kt hp (TW) (Ti thiu ho im yu v trnh nhng e do) 1.... 2...
Bi tp S dng ma trn swot phn tch cc yu t mi trng bn trong cng nh bn ngoi ng dng trong trng hp ca nhm mnh?
PHM NH DNG
Ma trn I-E I-
Ma trn EFE
Ma trn IFE
PHM NH DNG
11
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Ma trn EFE
Cc yu t Mc quan mi trng trng bn ngoi (1) Lit k tt c Cho im t 0,0 cc yu t mi n 1,0, im cng trng bn cao th nhn t ngoi (quc tng ng cng t, quc gia, quan trng ngnh) Tng =1 phn ng tt
PHM NH DNG
Phn loi
im quan trng
(2)
(4)
Tng =X
Ma trn IFE
Cc yu t Mc quan mi trng trng ni b (1) Lit k tt c cc yu t mi trng bn trong doanh nghip (2) Cho im t 0,0 2= DN Phn ng n 1,0, im cng trung bnh, 3=DN cao th nhn t phn ng trn tng ng cng trung bnh, 4=DN quan trng phn ng tt Tng =1
PHM NH DNG
Phn loi
im quan trng
(4)
(2)x(3)
Tng =Y
Ma trn I-E
Mnh
Trung bnh
Yu
Thp
PHM NH DNG
12
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Ma trn I-E I-
V d: Cng ty Thng Long ang hot ng c phn chng li, trong khi 5 i th cnh tranh cng lnh vc c nhng bc pht trin mnh. Kt qu nh gi v phn tch cc yu t bn trong v bn ngoi ca cng ty v cc i th nh sau: A. Lp ma trn EFE, IFE v IE cho cng ty Thng Long v xc nh v th chin lc B. Xy dng ma trn EFE v IFE cho cc i th cnh tranh
PHM NH DNG
Ma trn I-E
Mnh
Trung bnh
Yu
TL
Thp
E
PHM NH DNG
Bc 1
Bc 2
PHM NH DNG
Bc 3
13
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Thp (0)
stars
Question marks
Dogs
Th phn tng i
PHM NH DNG
Dng ngun vn d tha to ra t SBU b sa u t vo SBU du chm hi Nui dng cc SBU ngi sao ang hnh thnh. T b nhng SBU du chm hi t trin vng nht Thot khi ngnh kinh doanh ca nhng SBU ch ch Xy dng mt cu trc kinh doanh cn bng
PHM NH DNG
V d v ma trn BCG
V d 1: Ti th trng H Ni doanh nghip Thin Ph chuyn sn xut g ni tht cho cc h gia inh. Theo nh gi sn phm ca doanh nghip ang v tr nh sau:
Th phn tng i
14
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V d v ma trn BCG
a. Sn phm ca doanh nghip cc v tr trn c tn gi l g? Gii thch b. Nu sn phm v tr A c phi v tr mang li li nhun cao nht trong m hnh? c. Sn phm B v tr ngnh tng trng thp cho chng ta thy iu g? d. Cn p dng cc chin lc g i vi sn phm cc v tr trn?
PHM NH DNG
V d v ma trn BCG
V d 2: Cng ty trch nhim hu hn Ngn H l mt cng ty chuyn sn xut cc loi linh kin my tnh c 4 n v kinh doanh chin lc (SBU), trong nm 2011 tnh hnh hot ng kinh doanh ca cc n v nh sau (bng ) Hy s dng ma trn BCG phn tch danh mc u t (SBU) ca cng ty trn v a ra cc nh hng chin lc pht trin v phn b ngun lc cho tng SBU?
PHM NH DNG
V d v ma trn BCG
Sn S lng lng SBU sn tiu th phm (ci) (ci) X Y 3000 4300 2900 3700 120 140 (USD) (USD) 88 105 1,5 1,7 8 15 phm phm i (%) sn sn tng trng Gi bn thnh 1 phn tng Gi Th Tc
3000
2900
60
50
0,5
5200
4800
PHM NH DNG
90
80
1,3
13
15
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V d v ma trn BCG
V d 3: Cng ty TNHH H Ngn. C 3 hot ng kinh doanh c lp A, B, C vi t trng doanh thu: A chin 30% v C chim 20%. Tc tng trng ca hai hot ng A v B l 14,5%. Gi s tc tng trng chung ca tng sn phm quc ni cng thi gian ny l 11,5%. . Hot ng C c tc pht trin thp hn ch tiu ny. Hot ng A c th phn l 45%, i th cnh tranh ln nht ca A ch c th phn tng ng l 25%. i vi lnh vc kinh doanh B tuy t tc tng trng cao nhng th phn li ch bng so vi i th cnh tranh mnh nht. Trong 3 hot ng th hot ng C mng li nhiu li nhun nht v c v th th trng ging A. Hy xc inh v th chin lc ca cc hot ng v a ra li khuyn?
PHM NH DNG
Ma trn GE
Kh nng cnh tranh ca DN
Trung bnh
Yu Vng nghi vn
Ma trn GE
Kh nng cnh tranh ca DN
Mnh
Trung bnh
Yu
B bnh Yu C
PHM NH DNG
16
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V d v ma trn GE
V d : Cng ty trch nhim hu hn H Tin l mt cng ty chuyn sn xut sn phm A c 4 n v kinh doanh chin lc (SBU), trong nm 2011 tnh hnh hot ng kinh doanh ca cc n v nh sau (bng ) Hy s dng ma trn GE phn tch danh mc u t (SBU) ca cng ty trn v a ra cc nh hng chin lc pht trin v phn b ngun lc cho tng SBU?
PHM NH DNG
V d v ma trn GE
Sn S lng lng SBU sn tiu th phm (ci) (ci) X Y 5500 6000 5200 5000 250 310 (USD) (USD) 220 280 3,5 2,5 2,2 2,6 phm phm tranh trng sn sn cnh mi Gi bn thnh 1 nng dn ca Gi Kh Sc hp
4800
4250
510
440
3,7
1,7
8000
7600
PHM NH DNG
240
230
2,6
3,1
Ma trn QSPM
Lit k cc c hi/mi e da ln bn ngoi v cc im mnh/yu quan trng vo ct (1) ca ma trn. Trong ct (2) ca ma trn in cc con s tng ng vi tng yu t trong ct phn loi ca ma trn EFE v IFE La chn cc chin lc c th c Xc nh s im hp dn (ct A) Tnh tng im hp dn ca mi chin lc xt ring vi tng yu t (B) Tnh tng s im hp dn ca mi chin lc.
PHM NH DNG
17
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Ma trn QSPM
Cc yu t mi trng (2) (1) Chin lc 1 A B Chin lc 2 A B Chin lc 3 A B Phn loi Cc chin lc la chn
Bn trong
Bn ngoi
Tng s
PHM NH DNG
La chn cc chin lc
PHM NH DNG
Cn c la chn
Sc mnh ca ngnh v ca doanh nghip so vi i th cnh tranh Quan im ca ngi lnh o doanh nghip Kh nng ti chnh ca doanh nghip Nng lc trnh ca i ng qun tr S phn ng ca cc i tng hu quan yu t thi im Kt qu nh gi chin lc hin ti ca doanh nghip
PHM NH DNG
18
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nh gi v la chn
Xc nh tiu thc nh gi Xc nh mc im ca tng tiu thc nh gi Phn tch v tnh im ca tng phng n
TT Tiu ch nh gi Phng n A Phng n chin lc Phng n B Phng n C
Tng s im
V d
V d 1: Mt doanh nghip c nng lc sn xut ti a l 21000 sn phm X/ thng. Hin ti mi thng doanh nghip ch tiu th c18000 sn phm A vi gi bn l 10500 ng /sp. Chi ph bin i cho 1 n v sn phm l 7500 ng /sp v chi ph c nh l 30 triu ng. Doanh nghip c th phn tng i ca sn phm A l 0,7 v tc tng trng l 15%. tn dng ti a nng lc sn xut sn phm A ca doanh nghip gim c d kin 3 phng n chic lc c lp sau: Phng n 1: Tng cng u t cho mng li tiu th v nng cao cht lng sn phm ht 10,5 triu ng
PHM NH DNG
V d
Phng n 2: Gim gi bn 400 ng/sp v tng chi ph cho qung co 5 triu ng Phng n 3: Mt khch hng sn sng mua thm 3500 sn phm A/thng vi iu kin phi gim gi 21% v phi chuyn ch n tn ni theo yu cu. Chi ph chuyn ch d tnh ht 3,5 triu ng. Nu c 3 phng n chin lc u c th thc hin c th doanh nghip nn chn phng n no? V sao?
PHM NH DNG
19
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PHM NH DNG
20
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Di hn Trung hn Ngn hn
Tng th
Cun chiu
PHM NH DNG
K on
Hn hp
PHM NH DNG
Cc tr ngi
Mi trng: Chng i vic thay i Cc hn ch v tnh hnh cng vic Thit lp mc tiu ngho nn Thi gian v ph tn
PHM NH DNG
21
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Cc bc lp k hoch
PHM NH DNG
Phng php bnh qun di ng Phng php hoch nh xu hng Phng php d liu thay i theo ma
PHM NH DNG
22
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Trong : F(n+1) : L nhu cu d bo cho giai on n + 1 ti A1 : L nhu cu cch y 1 giai on An : L nhu cu cch y n giai on
PHM NH DNG
PHM NH DNG
23
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* V d: S liu thng k cho bit s my in thoi cng ty A bn c trong giai on t 2007 n 2011 v d on cho cc giai on sau l:
PHM NH DNG
bn c
t2
tY
1 2 3 4 5 = t = 15 16 25
1 4 9
t2 = 55
PHM NH DNG
24
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Thng
2011
2012
800
1000
900
940
0.957
2 3 4
1150
1310
1230
940
1.309
PHM NH DNG
1000
1100
1050
940
1.117
900
1100
1000
940
1.064
850
950
900
940
0.957
10 11 12
Nhu cu trung bnh hng thng = 11280/12= 940 Ch s ma= nhu cu bnh qun 11-12/nhu cu trung bnh hng thng Nu trong nm 2013 ta mong i nhu cu l 12000 qut th khi dng ch s ma ni trn, ta d bo nhu cu hng thng nh sau:
PHM NH DNG
25
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Thng
Nhu cu
1120
1060
PHM NH DNG
26
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