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BI HC KINH NGHIM CA APPLE I VI CC NGNH HNG VIT NAM

1. Bi hc v gim chi ph sn xut.

Apple tr v t ci cht, ch sau hn 10 nm ngn ngi t b vc ph sn i ln thnh cng ty c gi tr ln nht th gii. Tt c l nh vo quyt nh ct b gnh nng sn xut ca Tim Cook nm . Cc sn phm ca Apple bn vi gi "ct c" khng phi bi v chi ph sn xut ca chng t hn cc thit b cng loi m ch n gin l v Apple bn t thu c nhiu li nhun v nh hng sn phm ca mnh nm phn khc "thng lu" m thi. Li nhun sn xut phn cng ca Apple, theo nhiu c on, ln ti 30-40%, 1 con s "git mnh" nu chng ta bit rng Dell hay HP ch c th "vt" ra 5-8% li nhun t bun bn laptop. Apple c 1 gii php cho vn : Tt c vic sn xut gia cng, lp rp phn cng Apple giao ht cho cc nh thu nhng Apple vn nm gi 1 th m hng ny s khng bao gi bung lng: Thit k. 2. Bi hc v qun l t lu, tri to khuyt l nhn hiu khin mt phn th gii tr nn in cung v phn khc kh chu khng km. Song khng ai c th ph nhn, Apple l mt hnh mu thnh cng tuyt vi v vn ang tip tc trn con ng chinh phc nhng nh cao mi. + Cc k s l nhng ngi vn hnh cng ty ch khng phi nhng nh qun l a phn cc nh qun l ca Apple u xut pht t cc k s cng ngh, ch khng phi l nhng ngi c bng MBA hay c kinh nghim qun l lu nm. iu ny ng ngha rng nhng con ngi gim st v qun l d n lun hiu r cng ngh, hiu r nhng g cn cho d n v c mi lin h gn gi vi cc thnh vin khc. + Ha tn trng ln nhau gia cc nh qun l v nhn vin Ti Apple, xut pht t vic hu ht cc nh qun l u c kinh nghim v kin thc v cng ngh nn hon ton khng tn ti khi nim cp trn v s phc tng ca cp di. Ni no cng hin hu s tn trng qua li gia nh qun l v nhn vin. Mt trong nhng cha kha gii m bi ton thnh cng ca Apple chnh l s tn trng ln nhau hin hu ti khp cc b phn.

+ To s t do cho nhn vin trong vic pht trin cc sn phm Ti Apple, nu mt nhn vin pht hin ra nhng vn kh chu v sai st ca mt sn phm no , th anh ta c y s t do nghin cu v khc phc li ny m khng cn tri qua cc th tc phc tp xin kin v chp thun t pha nh qun l trc tip. Vi Agarwal, tt c cc d n ti Apple u c nh hng v vn hnh bi nhng mc tiu di hn nhng nhng kt qu ni bt thng n mt cch rt c nhn. + To thch thc thc y s pht trin ca nhn vin Mi nhn vin u nhn c nhng thch thc thc s t cc cp qun l thng qua vic h giao cho h nhng nhim v kh khn hn mt cht so vi kh nng ca mnh. Nhng kt qu l h vn hon thnh v hc hi c nhiu th. Apple thc s c ti trong vic pht trin cc nhn vin ca mnh cng nh trang b cho h cc k nng cn thit pht trin bn thn trong cng ty. + Thi hn l thit yu Apple lun t thi hn hon thnh cng vic kht khe, thm ch c phn c on. Nhng theo Agarwal th hu nh mi ngi u hon thnh ng hn. V mt cht lng, mt trong nhng iu quan trng, ti hc c l bn ng bao gi giao bt c sn phm no m khng t cht lng Apple, ng thi phi ct b bt c yu t no khin bn chm tr, Agarwal cho bit. c bit ti thi im khi s kinh doanh, tht d dng tr hn, nhng ng bao gi i qu mt gii hn no. iu tt nht l thc hin ng thi gian v sau tip tc lp li n, Agarwal b sung. + ng chi cuc chi tnh nng vi cc i th cnh tranh Ti Apple, cc nh qun l khng tin vo cuc chi tnh nng vi cc sn phm ca hng. V nh th, Apple tp trung nhiu hn vo cc mc tiu c th t ra cho mi sn phm thay v so snh mnh vi cc i th cnh tranh c gng ni tri hn h cng mt mc no . Quan nim ny n su vo vn ha Apple. Cc nhn vin khng tp trung vo nhng g cc i th cnh tranh ang lm m h ch trng ti s cch tn v mc tiu thnh cng ca cc sn phm c vch ra trc .

+ Tuyn dng nhng ngi am m vi sn phm Apple S nhit tnh v hng hi lun c xem l cha kha quan trng hng ti thnh cng. Cc nh qun l Apple lun tm kim nhng nhn vin thc s am m v yu mn cng ty, sn phm, phong cch v vn ha ca Apple. + Ch trng s cn bng gia cuc sng v cng vic Ti Apple, s cn bng gia cuc sng v cng vic lun c ch trng. Bn lm vic chm ch nhng Apple bn tn hng thi gian ca mnh theo cch ring, Agarwal cho bit. T cc chnh sch chm sc sc khe tuyt vi cho n nhng s phng khong trong cc ngy ngh l hng nm, Agarwal nh li rng mi nhn vin Apple u yu qu mi trng lm vic m hng to ra. Chng ti thch lm vic ti y, chng ti lm vic vt v, nhng chng ti thc s ang c tn hng cuc sng ca mnh, Agarwal k li tm trng chung ca cc nhn vin Apple. V nh th, vi nhiu ngi, bi hc Apple cho thy vic duy tr mt vn ha doanh nghip ngay c khi bn tr thnh mt cng ty ln l rt cn thit. Apple thnh cng vi tp th k s yu cng ty, trng lng trung thnh v theo ui nim am m ca mnh vi nhiu phng thc qun l hiu qu khc. Apple thc s l mt ni tuyt vi nht m bn c th lm vic v tn hng cuc sng. 3. Bi hc kinh nghim x l khng hong + Lng nghe, khng phn ng khi cha chun b k + Xc nh tng tn vn . Khi xy ra khng hong chng ta thng nh ngi trn la, truyn thng th nh lin tc hng ngy, rt d dn n tnh hung chng ta phi ng ngay lp tc sau m cha c s tm hiu cn k vn (i khi vn khng phi t pha chng ta) v c nhng pht ngn vi vng. y l iu ct li bt u tt c, khng nn ra trn khi cha hiu v i th v cha c trang b cn thn. Crisis ny nh hng n thnh bi ca mt sn phm chin lc ca Apple, nhng ta thy Apple chn gii php im lng tm hiu v n 22 ngy sau mi chnh thc c ng thi + Nhn trch nhim. + Chia s / chuyn hng trch nhim ca vn . + Gii hn li vn .

+ a ra gii php khc phc. Tng thnh phn v th t nh trn kh quan trng. Nu gi s chng ta nhn trch nhim t u, nhng li nguyn vn , khng gii hn v lm n nh li th nghim nhin l mt vn ln. V do vic a ra gii php l iu bt buc, hin nhin. Dn n nhng n lc ca chng ta khng c ghi nhn v cost cho cc gii php khc phc s rt ln. Thay v vy sau khi chng ta chng minh c rng vn khng qu ln (kiu nh khng gii quyt cng chng sao) > Nhng chng ta vn gii quyt > V chng ta mun phc v khch hng mt cch tt nht. Tt nhin ty theo trng hp c th m chng ta s thm bt mt s thnh phn cho ph hp. Gii quyt khng hong lun l mt vic lm kh, tt c nhng bc trn u km theo mt yu cu ti quan trng l khng c a ra thng tin sai lch, khng c la di khch hng. Chng ta khng th a ra thng tin v vic sn phm ca chng ta ch c 1% cht gy hi + 99% cht b dng m khng c con s chng minh thc t da trn nhng s tht c.
4. Bi hc t chin lc Marketing

Nhiu kin tn thnh rng Apple l mt trong nhng hng cng ngh kh thnh cng vi cc chin lc marketing ca mnh v iu thc s ng. Chin lc m Apple s dng khc hn vi i th cnh tranh t cc khu nh lp website, gii thiu cc sn phm iPhone mi, chm sc khch hng cng nh l qung co trn cc phng tin thng tin i chng. + Quan trng l phi p Trong tt c nhng dng sn phm ca Apple, ngay c n cc chi tit, mi th gn nh hon ho v bt mt t thit k, ng gi thm ch n c nhng mu qung co trn truyn hnh. Hy lu ti hnh thc bn ngoi, cch b tr sp t cng nh mc ch sn phm ca cng ty. + Mi ngi thch nhng tm hnh ln Nhng tm hnh ln s tc ng n th gic ca ngi tiu dng v h s mun tm hiu thm cc thng tin v sn phm cng nh v cng ty. + Thng ip n gin

Apple lun lun khc ghi v thc hin li khuyn ca cc chuyn gia v marketing l hy gi nhng thng ip tip th tht n gin. Thng ip n gin l phi d hiu, d nh v d chia s. Tuy nhin, n gin khng c ngha l thiu i ngha chiu su ca thng ip. iu ny s khi gi mong mun hiu r bn cht ca thng ip qua vic s dng sn phm ca khch hng. + To cho ngi tiu dng s thch th p dng tng trn, cc doanh nghip nn khuyn khch cc khch hng tin tng vo sn phm ca bn. Cch tt nht lm c iu ny l thng xuyn tip cn nhng mong mun v nhu cu ca khch hng ri cung cp cho h nhng sn phm tt nht. + Hy cc phng tin truyn thng ln ting Cc phng tin truyn thng i chng thc s c mt sc mnh rt ln, c bit l i vi cc doanh nghip nh. V d nh Apple, bn c th lm iu ny bng cch hy cung cp cho h mt s thng tin mi v c nht h ni v bn. + To s tri nghim duy nht cho khch hng Tnh duy nht trong tri nghim khch hng l mt trong nhng thnh cng ca chin dch marketing ca hng. Mt khi bn tr thnh thnh vin ca cu lc b th chc chn bn s quay li v mua sn phm mt ln na. + Lng nghe iu quan trng nht m chng ta cn ht sc lu tm l hy to ra nhng tri nghim cha tng c cho khch hng, t hy nhng khch hng trung thnh cng nh cc phng tin truyn thng gip bn bn hng. chnh l cch m Apple lm. H cc khch hng s dng sn phm ca mnh sau mi h pht biu cm tng ca mnh. Cn c vo h s to ra nhng sn phm tt c cht lng cao, ph hp vi th hiu ca khch hng v thu c nhng phn hi rt tt t ngi s dng. + Mt CEO c uy tn Nu lnh o cng ty gii v c uy tn, chc chn mi vic s tin trin tt p. t nht, nhiu khch hng s nhn vo , Apple chim c tri tim ca h. Steve Jobs, CEO ca tp on Apple lun a ra nhng sn phm mi trc cc khch hng v cng lun th hin l mt ngi rt quan tm n mi hot ng ca cng ty. iu cng th hin rng CEO l mt ngi

c ti, nhit tnh v thn thin. K t khi Steve ln nm quyn iu hnh, mi cng vic u din ra rt tt v chnh th hin c c tnh ca ng. + To lp uy tn v lun i trc mt bc Trong kinh doanh, c rt nhiu thch thc v phi cnh tranh vi cc i th ln. To lp uy tn v lun i trc mt bc l mt chin lc gip cc cng ty tr vng trn thng trng. to c uy tn vi khch hng i hi mt qu trnh lu di, v khng phi d dng. Nhng y l iu tht s quan trng v c ngha to ln i vi s thnh cng ca mt cng ty. + V cui cng lMt ci tn d nh Hy nhn tn cc sn phm ca Apple: iPod, iPhone, iMac v.v Khng phi ci tn no cng hon ho nhng tt c chng u d nh phi khng? V hy th so snh nhng ci tn ny vi tn ca cc b phn my mc. y cng l mt im m chng ta nn hc tp t Apple. Hy t mnh vo v tr ca khch hng xem h c gp kh khn no trong vic khi nh hoc truy cp a ch website cng nh din n chung ca doanh nghip mnh khng t c nhng bc i vng chc v xy dng thng hiu thnh cng cho doanh nghip

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