Nghiên cứu chiến lược kinh doanh quốc tế của tập đoàn P&G

TRNG I HC KINH T TP H CH MINH
KHOA THNG MI DU LCH MARKETING
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TIU LUN QUN TR KINH DOANH QUC T ti: Nghin
cu chin lc kinh doanh quc t ca tp on
Procter & Gamble (P&G)
Tiu lun Qun tr kinh doanh quc t GVHD: Th.S Quch Th Bu Chu
TP H CH MINH, THNG 1 NM 2010
MC LC
..........................................................................................................................................2 LI M U...................................................................................................................3 I/ S LC V CNG TY A QUC GIA................................................................4
Khi nim:............................................................................................................... 4 c im hot ng ca cc cng ty a quc gia:..................................................4 Mc ch pht trin thnh cng ty a quc gia:......................................................4 4. Cc chin lc kinh doanh quc t ca cng ty a quc gia:..............................5
II/ S LC V CNG TY PROCTER & GAMBLE...............................................9

Lch s pht trin.....................................................................................................9 Trit l kinh doanh - Mc ch - Gi tr - Nguyn tc hot ng:...........................12 C cu t chc, quy m v h thng chi nhnh.....................................................14 Thnh cng t c.............................................................................................19
III/ CHIN LC KINH DOANH QUC T CA CNG TY P&G....................20

Tm kim thm th trng - P&G p dng chin lc quc t:...............................21 Khch hng l ch - P&G p dng chin lc a ni a....................................26 Sng to v ci tin P&G p dng chin lc xuyn quc gia:...........................37
IV/ BI HC KINH NGHIM....................................................................................51 KT LUN.....................................................................................................................52 TI LIU THAM KHO.............................................................................................53
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LI M U
i vi cc cng ty trong iu kin ton cu ho ang din ra mnh m trn ton th gii hin nay, c bit l cng ty a quc gia th vic ton cu khng cn l mt la chn na m l mt tt yu. M rng ton cu mang nhiu li ch to ln cho cng ty , gip cng ty khai thc v pht trin li th cnh tranh ca mnh. Nhng li ch tp trung vo cc vn c bn nh : Thu khong li ln hn t s khc bit v k nng, chin lc kinh doanh hp l hoc cnh tranh c bit, nhn ra kinh t vng bng s phn tn to gi tr cho nhng a phng m cng ty c th thc hin hiu qu nht,thu thp c nhng kinh nghim gim chi ph ca vic to gi tr. Cha bao gi trong lch s th gii tinh thn phiu lu ca cc doanh nghip li sng ng v vn xa nh hin nay. Thng mi th gii lm tng doanh thu v li nhun, y mnh uy tn doanh nghip, to vic lm v gip t ra mc bin ng theo ma. Nhng, kh khn l ch cc doanh nghip phi a ra nhng chin lc kinh doanh quc t ph hp vi nhng nhu cu phong ph v a dng ca khch hng trn ton cu cng nh s thay i lin tc v phong cch sng, th hiu ca h, Chin lc quyt nh tng lai ca doanh nghip hoc l n s mt i v tr trn th trng vo tay cc i th cnh tranh. bt kp xu hng kinh doanh ton cu, cng ty P&G c s thay i khn ngoan v chin lc kinh doanh quc t, tng bc tip cn cc th trng khc nhau v dn dn tr thnh mt trong nhng cng ty a quc gia c tm nh hng ln i vi th trng hng tiu dng trn th gii. Tp on P&G xy dng cc chin lc kinh doanh quc t da trn nhng c s khc nhau dn n s thay i v cu trc t chc v cc chc nng ca cng ty. Trong qu trnh thc hin mi chin lc, cng ty nhn thy u cng nh nhc im ca tng chin lc thng qua nhng thnh cng t c v nhng tht bi vp phi. T , P&G c s chn la v ci tin chin lc kinh doanh quc t ph hp hn.
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I/ S LC V CNG TY A QUC GIA

Khi nim: Cng ty a quc gia, thng vit tt l MNC (Multinational corporation) hoc MNE (Multinational enterprises), l khi nim ch cc cng ty sn xut hay cung cp dch v t nht hai quc gia; c th c nh hng ln n cc mi quan h quc t khi chng c nhng tc ng kinh t ln n mt vi khu vc cng vi nhng ngun lc ti chnh di do, phc v cho quan h cng chng v vn ng hnh lang chnh tr. Cng ty a quc gia hot ng v c tr s nhiu nc khc nhau. (khc vi Cng ty quc t, ch l tn gi chung vi nhng cng ty nc ngoi ti 1 quc gia no ). Cc cng ty a quc gia ng mt vai tr quan trng trong qu trnh ton cu ha; mt dng mi ca MNC ang hnh thnh tng ng vi qu trnh ton cu ha l x nghip lin hp ton cu.
c im hot ng ca cc cng ty a quc gia: Quyn s hu tp trung: cc chi nhnh, cng ty con, i l trn khp th gii u thuc quyn s hu tp trung ca cng ty m, mc d chng c nhng hot ng c th hng ngy khng hn hon ton ging nhau. Thng xuyn theo ui nhng chin lc qun tr, iu hnh v kinh doanh c tnh ton cu. Tuy cc cng ty a quc gia c th c nhiu chin lc v k thut hot ng c trng ph hp vi tng a phng ni n c chi nhnh.
Mc ch pht trin thnh cng ty a quc gia: Th nht, l nhu cu quc t ha ngnh sn xut v th trng nhm trnh nhng hn ch thng mi, quota, thu nhp khu cc nc mua hng, s dng c ngun nguyn liu th, nhn cng r, khai thc cc tm nng ti ch. Th hai, l nhu cu s dng sc cnh tranh v nhng li th so snh ca nc s ti, thc hin vic chuyn giao cc ngnh cng ngh bc cao.
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Th ba, tm kim li nhun cao hn v phn tn ri ro. Cng nh trnh nhng bt n do nh hng bi chu k kinh doanh khi sn xut mt quc gia n nht. Ngoi ra, bo v tnh c quyn i vi cng ngh hay b quyt sn xut mt ngnh khng mun chuyn giao cng l l do phi m rng a phng sn xut. Bn cnh , ti u ha chi ph v m rng th trng cng l mc ch ca MNC. Hot ng ca cc MNC, v c thc hin trong mt mi trng quc t, nn nhng vn nh th trng u vo, u ra, vn chuyn v phn phi, iu ng vn, thanh ton c nhng ri ro nht nh. Ri ro thng gp ca cc MNC ri vo 2 nhm sau: - Ri ro trong mua v bn hng ha nh: thu quan, vn chuyn, bo him, chu k cung cu, chnh sch v m khc - Ri ro trong chuyn dch ti chnh nh: ri ro khi chnh sch ca chnh quyn a phng thay i, cc ri ro v t gi, lm pht, chnh sch qun l ngoi hi, thu ,khng hong n
4. Cc chin lc kinh doanh quc t ca cng ty a quc gia: 4.1 Chin lc quc t ( The international Strategy) Sn phm c sn xut ti th trng ni a v bn ra th trng cc quc gia khc vi s iu chnh ti thiu theo yu cu ca a phng. Tng SBU c quyn ch ng p dng chin lc ny. Chin lc ny t chu sc p gim chi ph v sc p ca yu cu a phng (v hot ng sn xut ch yu din ra trong nc). Nhng n nhy cm cao i vi cc ri ro v t gi v ri ro v chnh tr c trng: - Khai thc li th so snh, v tr trong nc bin thnh li th cnh tranh
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i vo nhng th trng thiu k nng ca MNC. Gi tr c to ra bng s chuyn a nhng ct li cnh tranh t chnh quc ra nc ngoi ni m i th cnh tranh khng c kh nng pht trin, p ng, duy tr
- Thng theo mt kiu mu ging nhau khi m rng th trng nc ngoi

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Tp trung ha nhng chc nng pht trin sn phm nh R&D ti chnh quc, sn xut sn phm theo chuwnr mc nhu cu th trng ni a. Thit lp cc b phn sn xut, marketing ti nhng khu vc, quc gia trng yu, ni h kinh doanh quc t
- Tr s chnh kim sot cht ch nhng chin lc mark v sn phm, s thch ng a phng thc hin gii hn. - Hot ng quc t xp th 2 sau th trng ti chnh quc Hn ch: c th b st c hi ti th trng a phng 4.2 Chin lc xuyn quc gia ( The Transnational Strategy ) L chin lc m MNC tm cch t hiu qu ton cu v p ng a phng, c chia s s mnh chung ca MNC nhng c nhng hot ng thay i theo yu cu ca a phng ( chun ha ni c th , thch ng ni bt buc ) Chn c mt a im ti u khng th m bo chc rng cht lng v chi ph cho cc yu t u vo cng s ti u. Chuyn giao kinh nghim c th l mt ngun lc ct li ca li th cnh tranh, nhng kinh nghim khng th t ng c chuyn giao. c trng: - Li th cnh tranh c th pht trin bt k n v hot ng no ca MNC
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C gng t chi ph thp da trn kinh t vng ,tnh kinh t ca quy m, hc tp hiu qu cng nh to sn phm khc bit cho khch hang nhng khu vc khc nhau, khuyn khch m ca nhng ni pht trin k nng hot ng trong hot ng ton cu Dng sn phm v k nng c th chuyn a gia cc n v trong MNC, tp trung thc y pht trin cc k nng ti cc c s hc tp ton cu
- Gi tr to ra bng s i mi cng c v trao i tng ,sn phm v quy trnh Hn ch : Thc hin chin lc ny c nhiu kh khn v p ng a phng lm tng chi ph
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Cn trnh 2 khuynh hng: tp trung hot ng ca cng ty qu ln vo mt v tr trung tm, hoc v mun tng mc thch nghi theo a phng m phn tn hot ng ca cng ty trn qu nhiu a im khc nhau 4.3 Chin lc ton cu ( The Global Strategy) MNC m rng th trng nc ngoi da trn s chun ha v chi ph c tnh cnh tranh; gi tr c to ra da trn vic thit k sn phm cho th trng ton cu v sn xut, marketing hiu qu nht. Quy m sn xut, phn phi sn phm c nng cao, thun li cho vic u t pht trin v gim chi ph rt tch cc; nhng kh p ng nhu cu a phng. c trng: - Lin kt SBU nhiu nc chia s ngun ti nguyn gi r, nhn mnh n vn m bo qui m li sut kinh t.
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Chun ha sn phm ton cu ti a li nhun v khai thc tnh quy m, hc tp kinh t vng (v tr chin lc)
- Khng c gng p ng a phng - Thch hp cho sn phm cng nghip - Mc tiu chin lc l theo ui chin lc chi ph thp trn phm vi ton cu h tr chin lc gi cng kch (aggressive pricing) trn th gii - Phn tn vi hot ng ch yu v h tr nh sn xut ,marketing ,R&D vi v tr thun li nht trn phm vi ton cu (outsource) - Quyt nh tp trung ha ti tr s chnh Hn ch: khng ph hp ti nhng th trng cn s thch ng cao
4.4 Chin lc a ni a (The multi-domestic Strategy)
Nhng quyt nh chin lc v hot ng phn chia theo n v kinh doanh tng quc gia. Chin lc ny c c hi khch hng ha cao nhng hn ch khai thc quy m kinh t, hc tp v phi hp thng tin c trng: - Tp trung s cnh tranh ti tng th trng
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- Thu li bng vic khch hng ha sn phm p ng yu cu th hiu ca nhng th trng quc gia khc nhau, dn n gia tng gi tr sn phm ti thi trng quc gia a phng v y gi sn phm ln cao - Mc phn quyn cho a phng cao (gn gi v v tr v vn ha ) - Gi tr c to ra bng vic giao quyn cho nh QT a phng thch ng vi mi trng kinh t lut php vn ha a phng
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Thch hp khi c nhiu chi nhnh ti cc quc gia v p lc gim chi ph khng ln
- Thch hp cho sn phm tieu dng Hn ch: chi ph cao
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II/ S LC V CNG TY PROCTER & GAMBLE

Lch s pht trin
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Ci tn Procter & Gamble (P&G) c bit n nh mt ngi khng l trong ngnh sn xut hng tiu dng ca M v th gii. P&G c thnh lp vo 31/10/1837 ti Cincinnati bang Ohio bi William Procter v James Gambler - nhng ngi dn nhp c n t Anh v Ailen, bng cch sp nhp cng ty sn xut nn Procter vi c s sn xut x phng Gamble.
Logo ban u ca P&G (1851)
Vo khong u nhng nm 1860, cng ty t doanh thu gn mt triu la. Ti thi im ny, c khong tm mi nhn vin lm vic cho P&G. Trong cuc ni chin M, cng ty k c hp ng cung cp x bng v nn cho Qun i. Ngoi nhng kinh nghim, li nhun gia tng trong thi gian chin tranh, cc hp ng ny cng gii thiu sn phm ca mnh n nhng ngi lnh khp ni trn th gii. Nm 1879, James Norris Gamble, con trai ca James Gamble t chc nghin cu v pht trin ra loi x phng trng gi r nhng c cht lng cao v xut khu sang nhng khu vc pha trung Ty Ban Nha. Sn phm ny c tn l Ivory v tn ny l do tng ca Harley Procter - con trai ca William Procter. Ivory gn lin vi s sch s, thun khit, nh nhng v hng thm cn lu mi. Nm 1882, P&G s dng 11000$ qung co cho Ivory trn t tun bo. Nm 1886, Ivory bt u c sn xut ti nh my Ivorydale. Nm 1887, P&G bt u chng trnh phn phi li nhun cho cng nhn da vo phn vn gp ca h vo cng ty, iu ny gn lin vi s sng cn ca h vi s thnh cng ca cng ty. Chng trnh ny c xut bi William Cooper Procter. Thng qua vic chia cho cc cng nhn c phn trong cng ty, ng ngh rng h s t c kh nng i vo cc cuc nh cng.
- Nm 1890, P&G tng thm vn iu l m rng cng ty. William Alexander Procter thnh lp phng nghin cu ti Ivorydale nghin cu v pht trin qu trnh sn xut x phng. l mt trong nhng phng
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nghin cu v sn phm u tin America.

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Sau khi William Alexander Procter qua i. Nm 1907, William Cooper Procter tr thnh gim c iu hnh ca P&G Nm 1911, P&G gii thiu Crisco, l mt trong nhng loi du thc vt u tin trn th gii, n l gii php cho sc khe khi khng cn nu n bng m ng vt v tit kim chi ph hn khi s dng b. Nm 1915, P&G xy dng nh my u tin ngoi nc M. Cng ty t ti Canada vi 75 cng nhn, sn xut Ivory v Crisco. Nm 1924, thnh lp phng nghin cu th trng nghin cu v s thch v hnh vi mua ca khch hng.
- Nm 1930, da vo cng ty Thomas Hedley, P&G mua li Newcastle upon Tyne v tr thnh cng ty quc t. sau s sp nhp ny, P&G tr thnh cu ni vng chc gia M v Ty Bc nc Anh
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Cng ty m rng vic sn xut v bn sn phm ca mnh ra cc nc khc. Rt nhiu sn phm v nhn hiu mi c tung ra th trng. P&G tip tc m thm chi nhnh nhi khu vc khc. Nm 1935, cng ty m rng kinh doanh ton cu, Philippine Manufacturing Company l cng ty u tin c thnh lp cc nc Chu . Nm 1950, thnh lp chi nhnh u tin Venezuela. Nm 1946, P&G gii thiu sn phm git ty Tide, mt sn phm hn hn nhng sn phm hin ang c mt trn th trng. Tide vt ln dn u th trng vo nm 1950. Nm 1960, P&G m vn phng u tin Frankfurt, c vi 15 nhn cng. Trong nm ny P&G cng gii thiu sn phm nc x vi Downy, sn phm lm mm vi u tin ca P&G.
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- Nm 1973, P&G bt u sn xut v kinh doanh cc sn phm ca mnh ti th trng Nht Bn. - Nm 1988, P&G lin doanh vi nh sn xut Trung Quc, ni c th trng tiu th ln nht trn th gii.
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Nm 1992, P&G nhn World Environment Center Gold Medal cho nhng thnh tu v kinh doanh quc t m cng ty t c. Gii thiu sn phm Pantene Pro-V sau sn phm ny tr thnh loi du gi pht trin nhanh nht th gii. Nm 1993, doanh thu cng ty l 30 t USD v 50% trong s l cc nc khc trn th gii. Procter & Gamble mua li mt s cng ty khc qua a dng ha dng sn phm v tng li nhun mt cch ng k. Mt s cng ty trong nhng cng ty ny l Folgers Coffee, Norwich Eaton Pharmaceuticals, RichardsonVicks, Noxell, Shulton's Old Spice, Max Factor, and the Iams. Vo nm 1994, P&G lm d lun ch v nhng thua l xut pht t vic i vay s dng nhng cng c li sut phi sinh. Cng ty kin t rt ngn hng v la o, iu ny t ban lnh o ca cng ty vo mt v tr khng bnh thng khi phi i cht trc ta v vic h tham gia nhng giao dch m chnh h cng khng hiu c. Nm 1995, P&G nhn c Medal of Technology, l hun chng cao qu nht ca nc M dnh cho nhng thnh tu t c, nhng pht minh, p dng khoa hc cng ngh ci thin i sng cho hng t ngi trn ton th gii.
- Nm 1996, Procter and Gamble li mt ln na thu ht d lun khi ln sn sang th trng thuc v thc phm Cng ty pht trin mt loi sn phm mi mang tn Olestra, cn c bit n vi ci tn Olean, Olestra c s dng thay th cho cht bo trong ch bin khoai ty chin v bimbim.
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Nm 2000, Alan G. Lafley tr thnh CEO mi ca P&G v thay i hon ton cu trc v nh hng ca cng ty, m ra mt chng mi trong lch s cho tp on ny. Thng 1 nm 2005, P& G tuyn b mua c cng ty Gillete, hnh thnh nn tp on sn xut v phn phi hng tiu dng ln nht th gii, y Unilever xung v tr th hai. Cc nhn hiu nh dao co Gillette, pin Duracell, Braun v Oral-B c b sung vo cc dng sn phm ca cng ty. V mua li c s ng thun ca EU v y ban thng mi lin bang vi iu kin l P&G ng bn nhn hiu bn chi nh rng chy bng pin cho Church v Dwight. Cng ty cng t b dng sn phm kem nh
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rng chm sc rng ming ca Gilltte, Rembrandt. Cc nhn hiu cht kh mi Right Guard, Soft & Dri, and Dry Idea c bn cho tp on Dial.
Trit l kinh doanh - Mc ch - Gi tr - Nguyn tc hot ng: Trit l kinh doanh, mc ch, gi tr v nguyn tc l nn tng to ra cho P&G nhng nt vn ha c o. Trong sut hn 170 nm lch s, tuy vic kinh doanh ca cng ty pht trin v thay i nhng nhng yu t ny vn c gi vng v s tip tc c pht huy ngay c trong tng lai. Trit l kinh doanh: V mt cuc sng tt p (Touching lives, improving life). thc hin mc tiu ny, hng nm, P&G dnh mt ngn sch kh ln, cho cc hot ng x hi v t thin. Cng ty thc rt r: ngi tiu dng l ch. P&G t ngi tiu dng vo trng tm ca mi quyt nh v lun nghin cu h cn g v tm cch tha mn chnh xc nhu cu ca h.
Vn ha kinh doanh:
Trong 165 nm qua, P&G c nhng mc ch, gi tr, nguyn tc trong vic kinh doanh ca h. Ct li ca nhng mc ch, gi tr, nguyn tc ca P&G l nhng s lim chnh ca c nhn v tn trng quyn t do c nhn. T khi bt u kinh doanh P&G lun tp trung vo vn o c ngh nghip v cc nguyn tc qun tr c bn. Pht trin thng hiu v con ngi ti P&G l nn tng xy dng nn s thnh cng ca cng ty. P&G thc hin vic ci thin cuc sng ca ngi tiu dng trn ton th gii bng nhiu cch nh h tr cc n lc nhn o, gio dc v x hi. Nhng vic P&G lm, nhng sn phm P&G sn xut u mang li cho con ngi nhng li ch cao hn trong cuc sng. Tnh bn vng v hnh ng t thin l nhng nguyn tc c bn cho s sng cn ca P&G. Cc chng trnh t thin ca P&G Live, Learn and Thrive, gip tr em kh khn la tui t 1-13 tui c c mt s khi u khe mnh, c n trng, c hc cc k nng sng cn thit xy dng mt tng lai ti sng hn. Nhng con ngi ti P&G nhng ngi tnh nguyn dnh thi gian v chuyn mn ca h to ra nhng tha mn trn ton th gii. UK & Ireland Community
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Matters ch l mt trong nhng chng trnh v s pht trin bn vng ca P&G v pht trin kinh t, x hi v bo v mi trng. Mc ch: thng nht chin lc pht trin, cung cp nhng sn phm c gi tr v cht lng cao nhm mc ch ci thin cuc sng ca ngi tiu dng, gp phn lm cho cuc sng ngy cng c ngha hn.
Gi tr: Thu ht v tuyn dng nhng ngi tt nht trn th gii, xy dng mt c cu t chc vng chc t bn trong, khen thng tt c mi vic tc ng tt n cng ty. Mi con ngi lm vic ti P&G u l ti sn qu ca cng ty.
Tnh thng nht: P&G lun c gng thc hin ng nhng mc tiu; lun thng thn v trung thc trong cng vi; tun th nhng quy nh ca lut php; gi nguyn gi tr v nguyn tc trong mi hnh ng v quyt nh. Kh nng lnh o: P&G c mt tm nhn r rng i vi mc tiu ang hng n; tp trung ngun lc t c mc tiu lnh o v chin lc; pht trin cc chin lc, loi b cc ro cn. Quyn s hu: Chp nhn trch nhim c nhn p ng nhu cu kinh doanh, ci thin h thng v gip ngi khc ci thin hiu sut ca h. Tt c mi ngi u l ch s hu ca cng ty, xem ti sn ca cng ty l ti sn ring ca mnh, gn lin s sng cn ca mnh vi s thnh cng ca cng ty. am m chin thng: Lun quan nim rng To be the best at doing what matters most. Lun khng hi lng vi v tr hin ti. Lun ci thin ginh chin thng trn th trng. S tin tng: Tn trng ng nghip, khch hng v ngi tiu dng. Tin tng vo kh nng ca ngi khc. Lun tin rng mi ngi s lm vic tt nht trn nn tng ca s tin tng. Nguyn tc hot ng:
P&G tin tng tt c cc nhn vin lm vic vi cng ty, nh gi qua nhng iu khc bit m mi c nhn, t chc lm c; to cm hng lm vic v cho php mi ngi pht huy ht nng lc vi nhng tiu chun v mc tiu y thch thc. Quyn li ca cng ty v c nhn khng th tch ri, P&G tin rng nhng thnh cng ca cng ty cng chnh l nhng thnh cng ca cc c nhn. Cng ty khuyn khch cc c nhn lin tc pht trin kh nng sng to ca mnh. S tp trung trong cng vic l iu cn thit lin kt cc mc tiu v chin lc, nhm tng thm gi tr cho doanh nghip. P&G thng quan tm n vic
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chun ha, n gin ha v sp xp cng vic hin ti c s i mi trong cch lm vic. P&G ch trng pht trin s hiu bit vt tri ca ngi tiu dng c th a ra nhng sn phm, dch v tin tin, cht lng tt hn, p ng nhu cu ngy cng cao ca ngi tiu dng. To dng v pht trin mi quan h tt vi khch hng v nhng nh cung cp, lin kt vi cc trng i hc v cc chnh ph t c mc ch mt cch hiu qu C cu t chc, quy m v h thng chi nhnh

Tr s chnh: Downtown Cincinnati, Ohio Hin ti, P&G c quy m rng ln vi 180 chi nhnh trn hn 80 quc gia trn khp cc chu lc: Ti chu M, tiu biu c cc chi nhnh: Canada P&G Inc., Central America P&G Interamericas Inc., Chile P&G Inc., Colombia P&G S.A. , South Africa Procter and Gamble SA (Pty) Ltd., P&G Brazil(Brazil), The Procter & Gamble Company(United States), Venezuela Procter & Gamble,
do
chu u, tiu biu cc chi nhnh: P&G Rakona(Czech Republic), P&G Portugal SA(Portugal), Procter & Gamble Marketing Romania(Romania), Yemen P&G Yemen Ltd.( Western Europe), Procter & Gamble Oy (Finland), P&G Espana S.A.( Spain), P&G France(France), Procter &Gamble Switzerland Sarl(Switzerland), Procter & Gamble Nordic Inc. ( Sweden), Procter & Gamble UK(United Kingdom), chu , c vi cc chi nhnh nh: Procter and Gamble OOO(Russia), Thailand P&G Manufacturing (Thailand), Vietnam Procter & Gamble (Vietnam), P&G Guangzhou (China), Singapore P&G (Singapore), P&G Egypt(Egypt), Saudi Arabia Modern Products Co. Procter & Gamble Distributing Philippines, Incorporated(Philippines) Chu i Dng, c cc chi nhnh: Australia P&G, Austria P&G,
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Cc cng ty con c lp nc ngoi ch kinh doanh mt s sn phm ch yu, cu trc ca cng ty l cu trc theo th bc sn phm, c cc gim c nhn hng. c hiu qu hn trong vic xy dng quan h vi khch hng ca cng ty, Procter & Gamble thnh lp vn phng gn ca hng thng mi ln ca n.
Ban gim c ca Procter & Gamble ti ang c mi ba thnh vin: Alan Lafley, Robert A. McDonald, Charles Lee, Ralph Snyderman, MD, Margaret Whitman, James McNerney, Lynn Martin, Johnathan Rodgers, Ernesto Zedillo, Scott Cook, Rajat Gupta, Patricia Woertz, v Kenneth Chenault
M hnh c cu t chc:
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1. Lnh vc hot ng P&G sn xut nhiu loi sn phm, hng ho khc nhau. Bt u t nhng bnh x phng v cy nn, dng sn phm ca h m rng ng k. Tri qua hn mt th k, P&G l mt trong nhng cng ty ng u v s lng nhn hiu sn phm sn xut c. Nhng sn phm mang nhn hiu ca P&G n tay ngi tiu dng trn tan th gii hn 3 t ln mi ngy. c c thnh cng y, P&G cung cp nhng sn phm c cht lng cao to ra gi tr ln, ngy cng ci thin hn cho cuc sng ca ngi tiu dng. iu th hin r nht doanh s bn, li nhun v gi tr sng to m cng ty mang li, cho php tan th nhn vin v cc c ng hot ng v pht trin mnh m hn. n nay P&G c hn 300 nhn hng, c chia thnh cc mc sau:
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Personal & Beauty: Olay, Head &Shoulder, Pantene, Gillette
House & Home : Duracell, Tide, Downy, Pringles.
- Health & Wellness : Oral-B, Braun, Align..
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Baby & Family : Luvs, Pampers, Charmin.
Pet care & Nutrition : Eukanuba, Iams.
Di y l 23 nhn hng mang li li nhun hng t USD cho cng ty mi nm:
Bn cnh , P&G cn c nhng nhn hng em li 500 triu dola hoc hn th na trong doanh s bn hng nm. Kt hp vi 23 nhn hiu ni ting trn , tr
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thnh 43 nhn hng ng u trong 300 nhn hng ca cty, chim hn 85% doanh s v 90% li nhun. 20 nhn hiu 500triu la:
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Thnh cng t c P&G s hu hng chc thng hiu hng ha ni ting nh Pantene, Rejoice, Pert, Head & Shoulder, Vidal Sassoon, Camay, Xest, Tide, Max Factor, Oil of Olay, Pampers, Whisper, Pringles Hn 300 sn phm ca P&G c tiu th ti gn 200 nc trn th gii. Doanh s bn hng ca tp on t 44 t Euro mi nm, tng ng vi khong 55 t USD. Sau khi va mua li tp on Gillette trong 2005, con s ny ln ti vt qua con s 70 t USD. Nm 2008 t doanh thu 83,5 t USD, li nhun 12.1 t USD . Nm 2007, doanh thu t 76 t USD, li nhun l 10.034 t USD. 24 nhn hiu ca P&G c doanh thu bn hng t trn 1 t USD(Crest, Pampers, Olay, Pantene, Head & Shoulders, Ivory, Tide, Charmin .) v hn 18 nhn hiu khc c doanh thu t t 500 triu USD n 1 t USD Cc sn phm ca P&G c bn ti gn 200 quc gia trn th gii vi khong 6 t ngi s dng. Cng ty ny cng sn xut sn phm ca mnh ti hn 80 nc trn th gii tp trung M , Canada, cc nc M La tinh, chu u, chu Phi, chu c, mt s nc chu c bit l Trung quc Nm 2008, P&G ng v tr th 5 trong cuc bu chn Global Most Admired Company v v tr th 2 trong danh sch Top Companies Leader do to ch Fortune t chc, v tr th 8 cho gii thng AmericanMost Admired, P&G cng xp v tr th 4 trong danh sch World most Innovative Company. V c Hip hi cc cng ty sn xut hng tiu dng bu chn ng v tr s 1 trong sut 23 nm Ngy 22/4/2009, P&G c trao tng gii thng Presidential Green Chemistry Challenge Award for Designing Greener Chemicals ca c quan bo v mi trng nhn danh Nh Trng. Gii thng ny c trao hng nm cho nhng c nhn, cng ty v cc t chc cng ngh m to ra nhng sn phm c cng thc ha hc khng gy hi cho mi trng. P&G Chemicals cng vi Cook Composites and Polymers (CCP) nhn c gii thng ny nh vo cng ngh Chempol MPS c pht trin v thng mi ha bi cc t chc i tc. Theo nhng nh gi ca chuyn gia, Chempol MPS l 1 sng to cng ngh vi vic s dng nhng hp cht kt dnh ly t dicarboxylic acids.
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III/ CHIN LC KINH DOANH QUC T CA CNG TY P&G

Trong qu trnh hot ng kinh doanh ton cu, P&G c s chuyn bin linh hot trong chin lc kinh doanh quc t thch nghi vi s thay i v quy m, th trng v s pht trin vt bc ca x hi. Ty thi im v c th m cng ty la chn hnh thc chin lc sao cho ph hp nht, c th tm tt nh sau: - Giai on 1: S dng chin lc quc t nhm chuyn giao nhng ngun lc c bit t cng ty m n cc chi nhnh quc gia khc. Giai on 2: S dng chin lc a ni a nhm trao quyn v trch nhim ti a cho cc chi nhnh, t p ng tt nht nhu cu c th ca tng th trng c th. Giai on 3: S dng chin lc xuyn quc gia nhm tn dng ti a nhng u im ca 3 loi chin lc kia khng nhng chuyn giao nng lc a chiu hiu qu (chin lc quc t), cao trch nhim ca cc chi nhnh (chin lc a ni a) m cn tng tnh sinh li nh gim ti a chi ph v tng li ch theo quy m (chin lc ton cu).
P&Gs strategies
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Tm kim thm th trng - P&G p dng chin lc quc t:
Cho n tn nhng nm 1940, P&G tuy c nhiu chi nhnh cc quc gia khc nhau nhng vai tr ca nhng chi nhnh ny li rt m nht. Cc cng ty con c thnh lp ti cc quc gia khc ch yu m rng th trng nhm tm kim li nhun. Tt c doanh thu bn hng c chuyn v M l ni t cng ty m ca P&G. Mt v d in hnh l vo nm 1930, P&G thnh lp cng ty con u tin nc ngoi l Hedley & Co. Ltd ti Anh, cng ty ny ch bn dng sn phm x phng Fairy. Cc cng ty con nc ngoi hot ng nh mt bn sao ca cng ty m. Tt c chin lc ca cng ty con d t nh hng, hnh nh, c cu, k hoch kinh doanh, gi c, Marketing, qung co, u do cng ty m t ra, chi phi v kim sot nghim ngt. Chin lc quc t nh hng n cc hot ng ca cng ty nh sau: nh hng ca cng ty con: c quyt nh ch t mt ngun duy nht l cng ty m ca P&G ti M, theo cng ty con ch pht trin, sn xut hay kinh doanh nhng sn phm, dng sn phm m cng ty m la chn. Hnh nh ca cng ty con: l mt b phn gn cht mt thit vi hnh nh ca cng ty m. Cc chi nhnh ny khng cn quan tm n vic to dng hnh nh ring ca mnh m ch n gin l tha hng, s dng v ph thuc hon ton vo hnh nh ca cng ty m.
- C cu t chc ca cng ty con: thng l gin n v ch yu l cu trc theo th bc sn phm. Gn nh nhng v tr ch cht u do nhng nhn vin ca cng ty m c sang. K hoch sn xut: Trong giai on thc hin chin lc ny, P&G ch yu sn xut sn phm t nh my trong nc ti M ri xut khu sang cc quc gia khc- nhng ni m hin ti cng ty khng c nng lc sn xut. Nguyn nhn c th v P&G hin khng c nh my sn xut ti nc ngoi hay n gin l v cha th chuyn giao c cng ngh sn xut ra khi bin gii K hoch kinh doanh, nh gi sn phm, chin lc Marketing, bn hng, chiu th, ca cc nhn hng th trng nc ngoi u sao chp nh nguyn mu t th trng M. Tt c v P&G kinh doanh nc ngoi
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ging nh cch m h kinh doanh ti th trng M, do h khng quan tm n vn ha ca a phng. P&G xem tt c cc th trng trn th gii u c vn ha kinh doanh tng ng vi M. Kt qu l gi c khng c s phn bit gia cc quc gia mc d c s khc bit v thu nhp gia cc nc m P&G kinh doanh sn phm. Trong giai on u, chin lc ny t ra rt thnh cng v hiu qu, nguyn nhn l v: - Khi xm nhp vo th rng mi, P&G khng th c ngun lc pht trin a dng nhng sn phm ca mnh nn vic la chn ch mt vi nhn hiu m P&G c th mnh nht l hon ton hp l. - Giai on ban u khi sn phm ch va n tay ngi tiu dng l rt quan trng, P&G phi kim sot c cht lng sn phm, n nh v hnh nh cng ty, bo chng c thng hiu ca mnh trong mt ngi tiu dng nc ngoi. - Cng ty khng th d dng trong vic t nh my sn xut hay chuyn giao cng ngh khi cha quen thuc vi th trng mi. iu ny to ra rt nhiu ri ro.
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S an ton hn cho P&G khi s dng li nhng phng thc kinh doanh, nh gi, Marketing, qung co, tng gt hi thnh cng trn t M hn l pht trin v xy dng li t u. C th xem y l nhng bo chng cho doanh thu, li nhun ban u ca sn phm trn t khch. Bn cnh , vic s dng li cng gip P&G tit kim c phn no chi ph, t kh nng hon vn c nng cao r rt. Trong tm l mt b phn khch hng hnh thnh nhng chun mc v P&G, h tm kim sn phm v nhu cu c s dng hng ha c cht lng t M nn t quan tm v gi c m ch trng hn vo ngun gc ca sn phm, nhng c sn, nhng thng ip, nhng qung co to nn thng hiu ca P&G. Mc tiu ban u ca cng ty vn cn ch trng nhiu hn chnh quc nn t quan tm n cc th trng khc. Cc chi nhnh cng ty con nc ngoi ng vai tr tiu th mt phn lng sn xut t nh my M, mc ch l gip cho cc nh my ny hot ng c vi cng sut tt nht theo nh hng ca cng ty.
Kt qu: bc u em li cho P&G nhng thnh cng tt p, th trng tiu th c m rng mt cch nhanh chng, cc sn phm ca P&G c phn phi
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rng ri trn ton cu to ra li nhun ng k cho cng ty. Nm 1937 doanh s ca P&G t ct mc 230 triu USD. Tuy nhin cng vi thi gian, chin lc ny ngy cng bc l nhng khim khuyt cng nh ri ro di vi P&G: - Ri ro v t gi: Do sn phm xut khu sang cc quc gia khc nhau dn ti vic s dng nhiu loi ngoi t trong thanh ton, chuyn i. Bt c s thay i no ca t gi, d nh nht cng t nhiu nh hng n gi thnh v doanh thu, li ngun ca cng ty. - S ph thuc qu ln ca cc chi nhnh vi cng ty m lm cc cng ty con kh c th iu chnh cho ph hp vi c th a phng mnh. - Ro cn v thng mi, thu quan, cc ro cn v vn ha p lc t cc nh bn l a phng, cng lm vn thm nghim trng hn. in hnh vo thp nin 90 th doanh s ca P&g st gim nhanh chng. Dng nh tng i n gin khi thc hin chin lc ginh ly nhng ngi tiu dng mi ny. Nhng thi k t c tc tng trng nhanh chng bng cch gia nhp cc th trng mi thc s khng cn na, bi chnh cc nh bn l cng t c n im bo ha ngha l h khng c nh m thm bt k ca hng no na ti mt th trng c th nhiu cng ty sn xut hng tiu dng c ting ang nhanh chng hot ng ngay t ci gi l khong trng nhng khu vc mi. Chng hn nh P&G lun c hnh nh thng hiu hn 160 quc gia, trong hn 80 nc c cc hot ng kinh doanh ngoi tri quy m ln. Cng ty c th tng trng hot ng kinh doanh ca mnh nhng quc gia ny ch bng cch pht trin n nh cc sn phm, quy trnh sn xut cng nh cch thc tip th mi. V lm c iu ny, cng ty cn phi thu ht c mi ngi, c trong v ngoi cng ty, nhng ngi hiu bit v nm r c cc gi tr cng nh nhu cu ca ngi tiu dng nhng quc gia trn th gii.
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- Cc i th , ang v chun b gia nhp ngnh ti th trng nc ngoi thu hiu tm l khch hng hn cng nh nhng iu chnh ph hp vi nhu cu ca ngi tiu dng s lm gim ng k nng lc cnh tranh ca sn phm khi h ch tm n P&G ban u ch v hiu k, mun th sn phm mi nhng ri nhn ra khng ph hp vi nhu cu v vn ha ca h.
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Do t ch trng vo th trng nc ngoi, P&G xem nh vic ti gin chi ph cng lm cho sn phm mt tnh cnh tranh hn. C cu t chc qu n gin cng lm vic iu hnh, qun l khng t hiu qu cao. Trng hp P&G thm nhp th trng Ba Lan nm 1991. Vo ma h nm 1991, P&G gia nhp vo th trng Ba Lan vi sn phm Vidal Sasson Wash&Go v nc gi u "all in one" l sn phm bn chy nht M v chu u. Sn phm c a ra thng qua cuc tip th t chp nhong kiu M i vi quy m cha tng thy Ba Lan. Lc u chin dch dng nh hiu qu, P&G chim c hn 30% th trng nc gi u, nhng u nm 1992 doanh thu t ngt gim mnh. Sau l nhng n i: Wash&Go gy rng tc v nhiu gu-nhng tuyn b ca P&G b ph nhn. P&G nh ng th trng M vi th trng Ba Lan. th trng nc ch nh th vic P&G qung co thng xuyn, rm r s lm cho doanh s ca nhn hng c qung co ngy cng tng cao. Nhng th trng Ba Lan th vic ny khng nhng tn km m cn gy ra tc dng ngc, iu c bn v P&G khng nghin cu k v vn ha ca ngi Ba Lan. Theo kho st ca mt hang nghin cu th trung th s ngi khng thch kiu tip th ca P&G nhiu gp 3 ln s ngi khng thch cc sn phm ca P&G. Ngi Ba Lan quen vi suy ngh rng hng ha qung co l do l nhng hng ha m km cht lng khng bn c. Nguyn nhn th hai trong tht bi ca P&G chnh l sn phm Wash&Go. P&G ly nguyn xi sn phm phc v nhu cu ca ngi M sang phc v nhng ngi Ba Lan. Ngi Ba Lan
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suy ngh rng Wash&Go l sn phm p ng cho ngi tiu dng M s dng hng ngy qu thng lu i vi ngi tiu dng Ba Lan l nhng ngi t coi trng v sinh c nhn (vo thi im ).
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Ngay ti th trng sn nh ca mnh l M, P&G cng bt u i vo trng thi bo ha, l cha k p lc cnh tranh ngy cng gay gt trn chnh th trng M i hi P&G phi pht trin nhng th trng mi hn na, mt mt va phn tn ri ro, mt khc khai thc tt hn nhng chic bnh khc.
Trc yu cu phi pht trin hn na hay chp nhn thua cuc, P&G la chn thay i chin lc, chuyn sang chin lc a ni a nhm p nhng nhu cu v p lc t a phng.
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Khch hng l ch - P&G p dng chin lc a ni a Hiu ra vn ha kinh doanh mi quc gia u khc nhau, P&G thc hin chin lc a ni a. Ly vic giao quyn v ngha v cho cc chi nhnh lm trng tm, P&G mong mun hiu r hn nhng th trng khc, t lm tin p ng tt hn na nhu cu ca a phng.Chin lc a ni a nh hng n hot ng ca cng ty nh sau: - nh hng ca cng ty con: s do chnh chi nhnh quyt nh, min sao nh hng ny p ng ti a nhng nhu cu c th ca a phng v ph hp vi nh hng chung ca P&G. - Hnh nh ca cng ty con: Cc chi nhnh khc nhau xy dng hnh nh c th khc nhau nhng vn phi m bo c thng hiu ca P&G, tt c v s pht trin chung ca cng ty. Cng trong giai on ny, khi nim mt P&G v li ch ca ngi tiu dng dn hnh thnh. Nu trc y mi c nhn trong P&G khng nh hnh c hnh nh ca cng ty th nay h t ho hn v mt P&G ang hng ngy hot ng v nhng li ch nhiu khi rt gin n, d ch l git qun o sch hn 5 pht hay tho t cho em b nhanh hn 10 giy. Cng ty cm thy may mn khi mt s nt v o c phc tp, linh hat ny li l di sn ca mnh. V d, trong sut nhng nm 1960 v 1970, Procter & Gamble tin phong v h thng da trn c s k thut vin trong cc nh my sn xut ca mnh. Trong h thng ny, h trnh phng php mt ngi ch lm ng mt vic. Ngy nay, h thng k thut vin vn cn hot ng. V c c t l nh gi cao nht trong nh my ca P & G, bn phi hc cch lm mi vic theo dy chuyn. Mt khi t c t l , bn s c k vng l c kh nng nhn bit, gii quyt vn v i mi. Nn tng ny lm cho h thng d dng hn khi lin kt vic sn xut v ch to vo vn ha i mi. Chin dch thng hiu kt hp khng n gin, n ng u cc danh mc chin lc ca ton cng ty nh mt du hiu nhn bit ca tp on. P&G c bit n l mt tp on c nhiu chin lc thng hiu v thng hiu P&G bao trm tt c cc hot ng ca cng ty. Da theo chin lc kinh doanh v nhu cu tim n cho nhiu thng hiu nh trng hp ca P&G, c rt nhiu thng hiu di mt ci d, mt thng hiu chung cho c tp on thng tr gip rt nhiu cho tp
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on, s qun l thng ch trng vo thng hiu chung v gi tr ca tp on. - C cu t chc ca cng ty con: Bm st vo c th ca sn phm v a phng m linh hot thay i sao cho c cu khng phi ci o b buc cc chi nhnh m tr thnh cng c c lc h tr cho s pht trin ca cc cng ty con. Ramley, gim c iu hnh P&G, lun lng kin cng nh yu cu ca cc gim c ca tng khu vc, nhng ngi lun hiu r nhu cu a phng hn ng cng nh l vic nm r cc hat ng kinh doanh. l l do m chin lc marketing mi khu vc c P&G thc hin rt tt mi khu vc. Chng hn, u nm 1990, P&G mua li Max Factor, m phm Alen Betrix v dy chuyn sn xut du thm t Revlon. Nhng kt qu m h t c l mc tng trng thp 2 n 3%/ nm, lc , du thm tr thnh 1 hat ng kinh doanh khng hp dn nh P&G mong mun. Tuy nhin, h thy c c hi thay i, h bt u nh ngha khch hnh mi khu vc mt cch r rang v cn thn hn. H dng hnh nh nhng nhn vt ni tin cc khu vc qung b hnh nh sn phm ca h khu vc , v n nm 2007, P&G tr thnh cng ty du thm ln nht th gii vi doanh thu hn 2,5 t , tng 25 ln trong 15 nm nh mt chin lc a ai phng thch hp. V quan trng hn, sau khi t c thnh tu , vi sn phm du thm, h thit k trang web ring cho mi khu vc to dng mi quan h khch hng than thit, cng nh l nm r nhu cu ca khch hng lun thay i mi khu vc, nh , h c th ci tin sn phm nhanh chng v lun gi c v th dn u v sn phm du thm ny. Mt im chung d thy trong s thnh cng ca cc tp on thnh cng v vt qua khng hong nh P&G l h c mt chin lc ht sc tp trung vo nghnh ngh ct li ca mnh, ni h c nhiu kinh
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nghim v th mnh nht, nhng tp on ny c trm nm cng ch tp trung vo sn xut nhng mt hng trong th mnh ca h mc d h c th dng tin u t sang nhiu ngnh khc nh ti chnh, bt ng sn. C cu t chc ca cng ty con d c nhng tinh chnh nhng cu trc ton cu ca cng ty vn ch tp trung vo mt s ngnh mi nhn ca mnh, ch yu l sn phm chm sc c nhn. - K hoch sn xut: Ch yu s do chnh nh my ca P&G ti a phng trc tip sn xut hay t hng mt nh my khc cng ca P&G nhng mt quc gia khc. D hnh thc no th thnh phm phi m bo ph hp vi th hiu ca ngi tiu dng ti th trng . Mt trong nhng v d th v ca P&G lin quan n Febreze, mt sn phm kh mi rt thnh cng. Mt trong nhng thnh phn tch cc ca Febreze c tc dng bao quanh v kh mi, tri vi vic ch ph ln v du mi i. V th, Febreze ban u ch l nc x vi. Nhng gi y, n tr thnh cht lm thm mt khng kh M v cc nc khc. Cch y khng lu, P&G ng gi Febreze, a sn phm v nhn hiu ny sang Nht Bn. P&G th nghim sn phm trn quy m nh vi ngi tiu dng Nht Bn v b t chi s dng. V theo gii thch ca i phin dch P&G (nhm c trnh s cp kh) th phn ng chnh ca ngi Nht l :y l sn phm Ty phng m s khng c dng trong t nc chng ti.Nhng cc nh lnh o ca P&G vn kin tr hi: C h gia nh hay ngi tiu dng no tht s thch sn phm khng?. C i u khng bit, tuy nhin, khi tr v v xem bn nghin cu th iu l lng l 20% thuc nhm kho st u tin tuyt i yu thch sn phm. Cn trn phng din c nhn, chng c g ng ngc nhin i vi Lafley bi ng tng sng v lm vic tm nm Nht Bn nn hiu ngi Nht c th qu nhy cm vi mi hi. Mt ngi n ng c th ht thuc l bn ngoi hoc trong ga xe in ngm, nhng nhiu ph n Nht s khng cho php chng mnh ht thuc trong nh. Khi v nh, ngi
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chng c th phi ci b v git ngay qun o m mi ca mnh trc khi c th ngi xung. V vy, cng ty nht quyt th li. i lm vic P&G thay i cht nhy ca sn phm. H i t hng thm gt sang du hn, thay i chai vi thit k tinh t hn m ngi Nht cm thy thoi mi hn khi n trong nh. H cng thay i dng tia thnh sng m. H thay i mi th nhng ci chnh vn l cng ngh ca sn phm v s thnh cng ca n tr thnh hin tng Nht Bn. y l cu chuyn m mi ngi P&G thng ni vi nhau nhc nh rng t duy thng nht l iu cn thit. D n bt u vi khi nim ly ngi tiu dng lm trng tm v vn ang hng ngy pht trin vi tiu ch . K hoch kinh doanh, nh gi sn phm, chin lc Marketing, bn hng, chiu th, cng s do nhng chi nhnh ca P&G lp ra v thc hin nhm bm st thc t a phng mnh. Th trng mc tiu ca Proctor & Gamble M Latinh thng l nhng ngi c thu nhp thp, khong 60% l nhng ngi lm cng n lng vi khong cch thu nhp rt xa so vi cc nhn vin marketing ca P&G, cha k n cc gim c ca P&G. C th khng ngc nhin khi bit P&G c rt nhiu sn phm tht bi th trng ny trong nhng nm 1980. Trong mt v d c nu ra trong cun The Game Changer (Ngi thay i cuc chi) ca CEO A.G. Lafley v Ram Charan, P&G tung ra sn phm bt git mi Mexico. Cc nh tip th cho rng n s thnh cng ln bi n gip ngi tiu dng tit kim tin v khng gian. Nhng sn phm tht bi. V sao? Rt nhiu khch hng ca cng ty Mexico l nhng ngi lao ng chn tay v rt nhy cm vi mi m hi khi h i xe but t ni lm vic v nh. iu khin h tin tng rng qun o ca h c git sch chnh l vic nhn thy bt x phng iu m sn phm mi ny khng c. Di s iu hnh ca Lafley, P&G t chc mt chng trnh cc nh qun l ca h thc s sng chung vi khch hng i din ca mnh mang tn Living it. Cn c gi l nghin cu thm nhp, cc nh qun l ca P&G v ngay c nhng lnh o cp cao u dnh thi gian sng cng cc gia nh c thu nhp thp trn ton th gii hiu vn g ang xy ra vi khch hng ca
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h trong cuc sng, cng nh nhng mong mun, kht vng v nhu cu ca h. Cc s liu thng k cho thy nhng hiu bit su sc hn v nhng gi nh tt hn gip em li nhng ci tin hiu qu hn bao gm c loi bt git vi nhiu bt x phng hn. Mt bi bo c ng trn Tp ch Forbes nm 2002 k li rng Lafley (CEO 62 tui ca P&G, ng l mt huyn thoi ca cng ty v va tuyn b t chc t thng 2/2010 ti giao li vic iu hnh cho cc th h CEO k cn) thng sm vai mt ngi khch n danh ti thm nh cc khch hng ca mnh. Nh , ng c th theo di trc tip i sng ca cc khch hng v xem h s dng sn phm ca cng ty ng nh th no. Lafley thng xuyn c mt ti b phn chm sc khch hng mi ln t nht 15 pht. Terry Leahy, Gim c iu hnh Tesco, mt tun dnh n hai ngy trong ca hng lng nghe kin khch hng v khch l nhn vin ca mnh. A.G Lafley tng ph trch hot ng ca cng ty chu khi xy ra trn ng t ln Nht Bn v s suy thoi kinh t chu . l thi k m ng pht hin ra rng: Trong mt cuc khng hong, bn c th hc c nhiu gp 10 ln so vi nhng lc bnh thng. Mt v d xut sc l www.olayforyou.com. Vi mt ging ni du dng, ngi tng thut ca web hi bn mt chui nhng vn v ln da ca bn. Thi quen v mc tiu ca bn l g? Bn quan tm vn no? Tri nghim n gin nhng li mang li mt s hiu bit su v v s nhn t c th t im nhng nhu cu chuyn dng ca bn. Bng vic phn tch nhng cu tr li ca bn, h thng nhanh chng tp hp nhng kin gi to ra nhng cch thc phc v p ng tng la tui v nhu cu. Bn s nhn c nhng li t vn ng tin cy mt cch nh nhng v n gin t olayforyou.com, bn khng cn ra khi nh. P&G by gi cng cung cp mt dch v chm sc sc p. Thng qua danh sch chn la nu r s thch v vn v da ca bn, cc nh tip th Olay c th bt u mt bui ni chuyn mi trong khi thu thp d liu quan trng v ngi s dng. y c th l mt nghin cu th trng cung cp nhiu thng tin hn l tn nhiu tin. Ngi tiu dng c th nh olayforyou.com gi email v cch thc chm sc da cho c nhn. Dan Hamilton, qun l thng hiu ca
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olayforyou.com, cho bit: vic mi ngi tm thy c nhng gi php thch hp v trung thnh vi chng l kt qu quan trng nht. H c c nhiu s tha mn hn v mt tri nghim tt hn. Kt qu l chng ti cng nhn tht mt s gia tng v t gi im s v lng trung thnh i vi thng hiu. Vi s cch tn nghe c v nh ny, Olay cng c th khng nh v tr ca mnh trong mt th trng c tnh cnh tranh v phc tp cao; tng tc thi gian thc hin xy dng nhng gii php mi cho khch hng mc tiu; xy dng c s d liu P&G trc tip vn n khch hng ca mnh da trn c s ca tng c nhn(vic ny him c nhng cng ty sn xut sn phm tiu dng). S thay i chin lc ny em li mt b mt hon ton mi cho P&G, nguyn nhn v: Trong thi i mi, cc cng ty ngy cng cnh tranh khc lit hn, cng ty no p ng c cc nhu cu ngy cng a dng ca khch hng chnh l ngi chin thng trn cuc ua. Mt v d rt n gin m khng ch P&G m nhiu tp on khc cng p dng chnh l s dng nhng nhn vt qung co l ngi ni ting nh cc ngi sao ca nhc, din vin, siu ngi mu xut hin dy c trn sng truyn hnh nhm tranh th s quan tm ca khch hng vi ngi sao cng lm sn phm c ch . Pht trin, nghin cu sn phm mi ngoi mc tiu tha mn nhu cu ngi tiu dng m cn c chc nng lm tng sc cnh tranh ca doanh nghip v gia tng s c o ca sn phm, to s c trng, phn bit vi i th ng thi cn c trch nhim nh hng tiu dng. Quyt nh tp trung vo i mi nh sc mnh nng ct trong ton cng ty tng nh hng trc tip n hiu qu thc hin ca P&G. K t u thp nin ny, trung bnh, P&G thc hin c 6% tng trng doanh thu c h thng, hu ht u do s i mi mang li. Qua cng thi im, cng ty gim bt u t vo R&D nh t l phn trm doanh thu; khong 4,5% vo cui nhng nm 1990 v ch cn 2,8% trong nm 2007. V cng trong nm 2007, cng ty u t 2,1 t -la vo i mi v thu v 76,5 t -la doanh thu. Ngy nay, cng ty ang ngy thu c nhiu hn gi tr t mi ng -la c u t vo i mi.
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Tuy nhin, cui nhng nm 1990 chng kin s st gim nghim trng trong doanh thu v li nhun ca P&G khi hng ny lin tip c li nhun m trong sut vi qu lin, cng ty cn ti cu trc v thay i chin lc, nguyn nhn l do: Cc hot ng y mnh Marketing, khuyn mi, gii thiu, nghin cu sn phm mi ca P&G tuy t c nhng phn hi tch cc t ngi tiu dng nhng doanh thu li khng th b p c chi ph qu ln t nhng hot ng ny. Suy thoi kinh t vo thp k 1990 lm thu nhp ngi dn tng i b gim li, tiu dng suy gim ng k. Tuy nhin, P&G vn lun dnh mt khon doanh thu vo nghin cu sn phm mi cao cp hn, cht lng hn nhng gi cng cao hn. D sn phm c thnh cng nhng vn khng b p cho phn chi ph m hng b ra. Pht trin nhiu sn phm mi vi cng mt nhn hiu v tnh lm thng hiu cng nh kh nng cnh tranh gim st ng k. Mt v d minh ha d nht chnh l kem nh rng Crest.
Ra i vo nm 1955, Crest l thng hiu kem nh rng c fluor u tin. Cho n thi im ny, Colgate vn l thng hiu kem nh rng hng u trn th trng. Nhng Procter & Gamble, cng ty m ca Crest, nhn ra mt im yu ca Colgate l n khng c fluor. iu ny c ngha l rng s d b su hn. Crest c th h tr nhng khng nh gim su rng ca n bng nhng nghin cu rng ri c tin hnh bi nhng nha s ca P& G vin i
Colgate hin nay vt qua Crest tr thnh thng hiu kem nh rng hng u trn th trng
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hc Indiana. Cc chng nhn ca hi Nha khoa M v cht lng chng su rng hiu qu ca n h tr cho thng hiu ginh c v th trn cc i th khc. Dn d, Crest tung ra th trng nhiu bin th hn. ng ch nht l loi kem nh rng kim sot cao rng vo nm 1985. Mc d l loi kem nh rng u tin thuc loi ny nhng khng ginh c nhng thnh cng ng k nh vic gii thiu fluor ba mi nm trc. Mt trong nhng l do l hin nay Crest c qu nhiu loi kem nh rng khc nhau. Bin th chng cao rng ch l mt trong dy sn phm a dng ca Crest. Hn na, Colgate cng khng h chm chn, h khng ch tung ra th trng loi kem chng cao rng m cn ang bt u vi mt loi kem nh rng c mi c tnh chm sc rng m h c bit. Trong lc Crest vn tip tc cung ng nhiu bin cch mi trn cng mt ch v vic ny lm cho cng chng ri hn khi chn mua kem nh rng. Colgate tung ra Colgate Total vi cc c tnh c fluor, chng cao rng v bo v nu. Ni chung l mi c tnh chm sc rng ming trong cng mt sn phm. Chng bao lu sau khi Total c tung ra th trng, Colgate tr li v tr hng u trn th trng v nut dn th phn ca Crest. iu g xy ra? Ti sao Crest li khng th cung ng cho th trng mt loi Crest Total hay Crest Complete no trc khi sn phm ca i th c bn ra? Vic ny c nhiu l do v mt trong s cc l do chnh l cch thc thit lp thng hiu ca Procter & Gamble. Chin lc thng hiu ca P&G vo nhng nm 80 c v nh l: ti sao li ch tung ra c mt sn phm trong lc c kh nng l nm mi? Qu th, trong cng mt thi im, chng ta cng lc c n 52 phin bn Crest trn th trng. H tin rng: cng c nhiu thng hiu ph, h cng bn c nhiu hng hn. Vy ti sao li phi gy ri ro cho khi nim ny vi tuyn b: c mt loi kem nh rng hiu Crest c th p ng mi yu cu v chm sc rng ming? Nhng d sao th vic tng thm nhiu chn la cng c ngha l d ln ln hn.
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V kt qu l: Crest mt dn th phn ca h. ng theo quy lut v s gim thiu, cng c nhiu sn phm Crest c cung ng, tng th phn ca h cng gim thiu. Khi Crest ch c mt sn phm duy nht, th phn ca h vt ln chim n gn 50% th trng. Khi h c 36 sn phm khc nhau, th phn ca h cn li 25% tng th trng. V khi h c n 52 thng hiu ph, th phn ca h ch cn li c 15% v ri li sau Colgate rt xa. Nhng vn ny khng ch gii hn vi ring thng hiu Crest. V d, P&G cng nhn thy nhng g tng t xy ra vi thng hiu Head & Shoulders ca h. Ngi tiu dng c thc s cn n 31 bin th khc nhau ca mt loi du gi u tr gu hay khng? Khi cng ty chin lc marketing Ries & Ries n t vn cho P&G, h xc nh vn ny. Trong quyn 22 Quy lut Bt bin v vic Thit lp Thng hiu, Al v Laura Ries nhc li kinh nghim ny: Khi chng ti n lm vic vi Crest, vin gim c marketing ca h hi: Chng ti c 38 n v sn phm. ng ngh l qu nhiu hay qu t? ng c tt c bao nhiu ci rng?, chng ti hi li. Ba mi hai ci. Khng mt loi kem nh rng no nn c s lng thng hiu ph nhiu hn l s rng trong ming, chng ti tr li. Mc d c lc P&G vn lp li chin lc Crest sai lm - tung thm nhiu thng hiu hn, mt thm nhiu th phn hn - nhng ln ny cng ty quyt nh s chn ng vn ny sinh do chnh h to ra. Mt tht bi khc chnh l vic pht trin nghin cu sn phm mi khng nhng chng lm ngi tiu dng cm thy d chu m cn gy phn cm v nh hng n hnh nh by lu nay gy dng trong lng khch
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hng. y l tht bi trong vic xc nh chnh xc nhu cu ca th trng v s ph hp ca sn phm. Pampers l thng hiu hng u trong ngnh t lt cho em b v tr s sinh. Hin ti, lng cu trong ngnh t lt ang gim xung ng k, mt phn do s xut hin ca qu nhiu sn phm ci tin v sn phm c a vo th trng ln na. Thng hiu Pampers ang m rng chng loi sn phm khng ch c t lt m cn rt nhiu loi sn phm chm sc cho b khc. Thng 8/2002, P&G cho ra i loi sn phm khn lau kh Pampers cho em b, c tn gi Kandoo. Dng sn phm ny c xem nh mt cng c chuyn tip cho b t 3-5 tui khng dng t lt na. Ngoi ra, Pampers cng m rng th trng vi cc sn phm: Bibsters - ym dng mt ln; Wipesters - khn lau mt v tay; Sunnies - nc thm lau kh. P&G cng ng mt s tho thun cho ra i sn phm Pampers Clean n Play, mt loi cht lng sch dng xt, v cp giy php kt hp gia thng hiu Pampers vi mt cng ty thi trang sn xut ng cho em b v tm tri ging. Cc nh iu hnh qung co thy rng nhng thng hiu t lt c th t t h vo v tr rt bun ci nu h m rng th trng qu nhiu. Ti e rng Pampers c th tr nn tm thng v gim gi tr. Ngy nay c th thy cc nh sn xut ang c gng khai thc qu mc cc thng hiu n mc h c th nh mt s tn nhim ngi tiu dng. Khi m mt cng ty lm qu nhiu vi thng hiu t lt cho tr em - h c th ci thin kh nng thm ht, thi, cm nhn v thay i. Ngi tiu dng khng th chp nhn thng hiu t lt no m rng sang thc phm cho tr em. Ngay c vic m rng sang th trng qun o cng khng th thnh cng c v qun o thuc v c mun ca ngi tiu dng." Vic m rng thng hiu tm chin lc ca tp on nu khng c nghin cu mt cch k lng s lm phn tn ngun lc ca tp on, t cho ra mt cu trc thng hiu m khng mt thng hiu no thc s mnh v khng sinh li nhun.
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ng trc tnh th y kh khn , mt huyn thoi ca P&G xut hin nh v cu tinh ca tp on ny, bt u tr thnh CEO ca P&G t nm 2000, ch c trong vng cha y 4 nm k t khi Alan G. Lafley lm Ch tch iu hnh, tp on Procter & Gambler (P&G) c mt cuc li dng ngon mc. P&G tri dy vi tc cha tng c tr li a v hong kim ca mt tp on a quc gia chuyn v cc sn phm hng tiu dng. Mt trong nhng i mi ca v CEO ny l chuyn hng chin lc ca P&G sang chin lc xuyn quc gia.
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Sng to v ci tin P&G p dng chin lc xuyn quc gia: Vo gia nm 2000, Alan G. Lafley c tn nhim l gii php thay th. ng nhn c s hng ng v ng thun ca phn ln i ng qun l v nhn vin cp di. Alan G. Lafley khng ph s tn nhim ca c ng v tin tng ca nhn vin. Vi mt phong cch qun l v lnh o khc hn ngi tin nhim, Alan G. Lafley lm nn iu k diu n kh tin. ng ph php hi sinh li c mt tp on khng l bc nht th gii. Nhng ci cch trit ca Alan G. Lafley gip P&G vt qua c thi k khng hong mt cch ngon mc. Cc nh phn tch v gii u t cng phi kinh ngc khi li nhun ca P&G gi y tng trng ti trn 10% cho mi qu. Qu I nm 2004, tp on t hiu qu kinh doanh tt cha tng c trong lch s ca mnh khi li nhun ca qu tng 1,53 t USD tng ng vi t l trn 20% trc s ghen t ca cc i th cnh trnh. C phiu ca tp on ln n con s k lc108,8 USD. Gi c phiu ca P&G hin nay rt n nh v thng xuyn mc trn 120 USD. u l nguyn nhn ca nhng thnh cng ny? iu c th c tr li bi: Thay i hon ton chin lc pht trin ca cng ty, khc phc nhng sai lm ca ngi tin nhim cng nh gii quyt nhng khim khuyt trong b my vn hnh hin ti. Thay i khng c ngha l b qun qu kh, P&G vn tip tc gi li v pht huy hn na nhng iu to nn mt P&G y quyn lc trong qu kh: Mt P&G vi nh hng v hnh nh thng tht, mt P&G vi h thng nhng nhn hng t (billion dollards brands), v cng l mt P&G thu hiu khch hng, xem h l ch. C th, chin lc xuyn quc gia nh hng n hot ng ca P&G nh sau: - nh hng ca cng ty con: Ly vic pht trin bn vng lm trung tm Ty mi chi nhnh s c nhng tinh chnh khc nhau cho ph hp, nhng nh hng ny phi m bo P&G ly vic tha mn ngi tiu dng l mc ch cui cng; ly vic s dng hiu qu ngun lc, bo v mi trng v nhng cng tc t thin, cng tc x hi gn cht lm nh hng pht trin v lu di ca cng ty.
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Procter & Gamble mi y thit k li kiu chai ng x bng mang nhn hiu Tide ca mnh, nh mt phn trong chng trnh tip th nhn o gy qu cu tr cho cc nn nhn gp thin tai. Trn bao b mi l khun mt tht ca nhng ngi m Tide gip trong s c cc nn nhn ca cn bo Katrina. Tnh n thi im ny Tide sn xut c hn 300 ngn ti bt git sch cho cc c dn ang gp kh khn ti New Orleans. Mu thit k mi ny c bit rt ni bt vi chic nt mu vng. Nhng nh bn l s nhn tiu th th cc chai bt git mi ny trong sut thng su ny. Loads of Hope chnh l tn ca chng trnh tip th nhn o ca Tide v trong mu thit k ny l phn mi nht. Tide cng tng ton b s qu gy c t vic bn nhng chic o s mi theo kiu truyn thng c thit k c bit cho cc nn nhn ca thm ha thin nhin ny.
Cng trong nm 2009 va ri, P& G chi ti 107 triu la M qung co cho nhn hiu Tide ti M (khng tnh n cc khon dnh cho qung co trc tuyn) qung b sn phm bt git chai ca mnh qua cc chin dch trn TV, qua chng trnh Saatchi & Saatchi, New York. - Hnh nh ca cng ty con: tip tc pht huy nhng thnh qu t c trong giai on 2, t cng khng nh hn na s thnh cng ca tp
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on ch c th t c khi mi c nhn, mi chi nhnh phi th hin c ci cht ca P&G. Gi y, s mnh cng ty m tt c nhn vin phi khc ct ghi tm l ci thin i sng hng ngy ca cc khch hng mt cch c ngha. Nu ch mt 15 giy vi cht kh mi hoc 2 pht vi t giy dng mt ln m phn no lm cho i sng ca bn tt hn, d ch cht t, th chnh l s khc bit m h va to ra. Nhng h khng ku gi hn 100.000 nhn vin ca mnh khp ni trn th gii thc hin s mnh y cm hng v chnh xc c bi cc nhn vin khng th nm r ht cng nh cc lnh o ca cng ty khng th tc ng mt cch y v s mnh . V nh vy, xem ra nhng n lc i mi ca h cn tr nn t hn. V vy, cng ty pht trin s mnh ca mnh hn na nhm bao hm tng rng ngi tiu dng l ch. Ni cch khc, nhng ngi mua v s dng sn phm P&G c coi trng khng ch v tin ca h m cn v ngun thng tin v hng pht trin phong ph h mang li. Nu nh chng ta c th pht trin tt hn bng cch hc hi t ngi tiu dng nh vic lng nghe, quan st h qua i sng hng ngy, thm ch sng cng h nh th th s mnh ca chng ta c v thnh cng hn. Vi P&G, ngi tiu dng l ch cn hn c mt khu hiu. N tr thnh quyn u tin vn ha r rng, n gin v bao hm cho c nhn vin cng ty ln c ng bn ngoi chng hn nh cc nh cung cp v i tc bn l. A.G. Lafley v Ram Charan, ng tc gi cun The GameChanger: How You Can Drive Revenue v Profit Growth with Innovation (Crown Business, 2008) gii thch cch to ra s i mi thay i mc tiu nhm nh hng s tng trng da trn c s hot ng n nh, vng chc. Nhng yu t quan trng m cc tc gi cp trong cun sch bao gm vic gi c s tp trung sc bn vo khch hng; thnh lp qu trnh i mi c nguyn tc, c th lp i lp li v pht trin; to ra c ch ti chnh c t chc nhm h tr s i mi; ng thi chng t kiu mu lnh o cn thit c th lm tng li nhun mc dn u cng nh ct gim chi ph n mc thp nht.
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C cu t chc ca cng ty con: va theo sn phm, va theo khu vc sao cho hi ha, tinh gin n mc c th nhng vn t hiu qu cao nht. Xt mt tng th cng ty, P&G la chn mt quyt nh rt sng sut l ct gim nhng nhn hng khng em li li ch cho P&G v lu di.
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Cc nghin cu cho thy rng c kh nhiu tp on tn tui c th kim ti 80-90% li nhun t khong 20% cc brand ca mnh. 80% cc brand cn li hoc ch mang v cho cc doanh nghip mt mc li nhun nh nhoi khim tn no hoc l hon ton l trng. Ly v d nh tp on sn xut thc phm ni ting th gii Nestle. i gia ny tng cho ra l ti 8000 brand khc nhau, tuy nhin ch c khong 200 trong s thc s mang li phn ln li nhun cho Nestle (chim 2,5%). Cn Procter & Gamble sn xut ti 250 brand nhng ch c 10 trong s mang li hn 55% li nhun. Mt bi bo vi ta Hy n gin ha trn tun bo Business Week (9-9-1996) tm tt li nhng chuyn i quyt nh P&G: Sau nhiu thp nin vi qu nhiu chng loi sn phm mi, P&G quyt nh l h bn qu nhiu loi hng. Nay h ang lm mt iu khng th tng tng: ct gim bt. Danh mc sn phm hin nay ca h t hn mt phn ba so vi hi u thp nin.
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Thay i vn ha t chc, lm vic sao cho va nng ng, va hiu qu nhng cng n gin d hiu v tit kim nht.Mt v d in hnh l:
Th nht, Lafley (CEO ca P&G) yu cu cc gim c b phn, gi cho ng xem phn trnh by ca h trc khi cuc hp xem xt chin lc chnh thc din ra. Sau , ng gi li cho cc gim c b phn cc bo co ca h vi nhng ghi ch ca ng v cc vn m h cn phi tp trung trnh by v a ra tho lun trong cuc hp. Cc bi bo co ca cc gim c b phn ch c gii hn trong ba trang giy. Th hai, cuc hp khng nht thit phi gii hn trong mt ngy v kt thc vo lc 5 gi chiu, m c th ko di nhiu ngy. Th ba, Lafley hng mi cuc tranh lun vo hai mc tiu chnh: Where to play? (th trng mc tiu u?) v How to win? (Lm th no chinh phc th trng ?). Theo Roger Martin - mt nh c vn ca Lafley v l hiu trng trng qun l Rotman thuc i hc Toronto, nh cch hp nh trn m gn y nhn hiu Pampers ca P&G ginh c nhiu th phn hn nhn hiu Huggies ca Kimberly-Clark trn th trng t giy. Khi i ng hng, chng ti ch cn gi gn ni dung ca mt cuc xem xt chin lc trong mt trang giy mi ngi c th d dng hiu v thc hin nh nhauLafley khng nh. P&G ngy nay khng ch tm kim s pht trin ch t xu trc ni b ca cng ty, ngun sng to ny cn n t nhng tc nhn bn ngoi. Theo Lafley, trc y hu ht nhng sng to ca P&G l nh lin kt nhng tng ni b. Nhng nhng kt qu gn y cho thy Procter & Gamble cn lin kt vi bn ngoi c c nhng pht kin hu
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dng. Nhng lin kt trong-ngoi ny s l cha kha ca thnh cng trong tng lai. Lafley t mc tiu s c 50% cc sng to ngoi cng ty. Nhng chin lc ny khng c ngha l sa thi hn 7.500 nh nghin cu ca hng hoc h ch lm cng vic h tr m y l phng thc thc y h lm vic tt hn. Lafley ni: mt na cc sn phm mi ca P&G c xut x t cc phng th nghim ca hng v na cn li phi c cc phng th nghim thng qua. Cho n gi, y vn l kin tuyt vi. Khi tm kim cc ngun sng to bn ngoi, Lafley d kin c tng cng c khong 1,5 triu con ngi ti nng s cng tc vi chng ti. Nhng s dng hiu qu suy ngh sng to ca cc nh pht minh v nhng cng tc vin trn ton th gii i hi phi c nhng thay i ln trong hot ng. Theo Lafley, cn thay i thi ca cng ty t tn ti sng to sang nhit tnh tm kim lng t ho cng ty bt c u. Gi y t chc R&D ca hng t 7.500 ngi trc kia thnh 7.500 cng 1,5 triu cng tc vin, khng phn bit bin gii. - K hoch sn xut: Ci tin v ci tin . P&G va t chc sn xut ln theo quy m nhm tranh th gim ti a chi ph, ng thi u t ci tin cng ngh sn phm ngy mt hon thin hn, thn thin vi mi trng hn v tit kim nng lng, nguyn vt liu hn. Thnh cng trong i mi cng ngh, so vi nm 2007, P&G hin gim thiu trung bnh hn 20% lng kh thi CO2 trong sn xut 1 n v sn phm, gim lng nhin liu, nc, cht t, a tng mc tit kim ny gn n co s 50% so vi nm 2002.
PROGRESS Since (percent reduction per unit July 2007 production) Energy Usage CO2 Emissions Waste Disposal 11% 10% 30%
Since July 2002 48% 52% 53%
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PROGRESS Since (percent reduction per unit July 2007 production) Water Usage 13%
Since July 2002 52%
S dng mi ngun lc hiu qu nht, nhng cng tit kim nht. Ti mt s th trng nh M, Anh, P&G cn xy dng nhng nh my ti ch sn phm, m bo s dng ti nguyn hiu qu cng nh tit kim chi ph. a sn phm ti tay ngi tiu dng l tt nht, ng thi trnh hao ht trong cc qu trnh sn xut, ng gi, vn chuyn, lu kho,
Mt v d in hnh l cht git ty Ariel: P&G pht trin nhng cng ngh tin tin bin cht git ty ny di dng gel, va tit kim nc v nng
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lng trong qu trnh sn xut, va c chi ph bao b thp hn so vi dng hp truyn thng. Bn cnh l nhng ci tin v cng ngh gip sn phm vn t hiu sut nhng dung lng gim i ng k, lng in s dng ca ngi tiu dng gim i ng k khi vi Ariel, khch hng khng cn chnh nhit nc git ln 30oC nhng vn t kt qu nh mong i.
Bn cnh l rt, rt nhiu nhng ci tin sn phm trong sn xut ngy cng tt hn: Khn giy Charmin tit kim hn vi dng Megaroll lm 1 cun giy gi y c cht lng v chiu di ngang nga vi 4 cun lc trc. T giy Pampers gim c t nht 2/3 chi phi ng gi v vn chuyn vi cng ngh p chn hng tin tin hn. Olay vi loi chai mi tit kim n 800.000 pounds plastic mi nm, tng t vi Gillette lm gim n 72% lng plastic s dng, v 13% chi ph dng gi.
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- K hoch kinh doanh, nh gi sn phm, chin lc Marketing, bn hng, chiu th, vn gi c tnh sng to v t ph nh trc kia nhng ngy cng hiu qu hn v tiu tn t chi ph hn. P&G bt u bng vic nh ngha r rng v cn thn ngi tiu dng ch cho tng nhn hiu du thm v nhn bit nhng nhm nh cho mt s nhn hiu. H khng bt u theo phng php truyn thng ca ngnh kinh koanh du thm, nhng vn duy tr cng tc vi cc nh thi trang uy tn nh Dolce & Gabbana, Gucci v Lacoste cng nh lun xem ngi tiu dng l ch. Cng ty tp trung vo mt vi s kin qung b ln v s i mi c ngha i vi ngi tiu dng nh nc hoa ti mt mi vi bao b c o, tip th khu gi v cm nhn thch th ngay khi dng th ti ca hng. Cng ty tn dng quy m ton cu cng nh chui cung ng ca mnh hn ch s phc tp v lm cho c cu chi ph thp hn ng k. Kt qu ra sao? i lm vic ca cng ty chuyn t mt doanh nghip nh, hot ng khng hiu qu thnh mt hng ng u ton cu. Nm 2007, P&G tr thnh cng ty du thm ln nht th gii vi hn 2,5 t -la doanh thu tng 25 ln trong 15 nm. lnh vc khc, P&G th nghim nhng bin php mi nhm xy dng cc mi lin kt x hi thng qua cc phng tin truyn thng k thut s v nhng hnh thc tng tc trc tip khc. Cng ty cho thit k cc trang web cng c quan h vi ngi tiu dng, hiu r hn nhu cu ca h v th nghim sn phm mu. V d nh trc y, P&G thng kim tra sn phm t giy dnh cho em b bng quy trnh kim tra sn phm thng thng. Nhng gi y, cng ty cho mi
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ngi thy nhng gii php thay th sng to bng k thut s trong th gii o c th hin trn mn hnh. Nu nhng ngi tiu dng ang tr chuyn cng h ny sinh tng no th h c th thay i li ngay lp tc v hi: Bn mun ci tt hn phi khng? Bn mun dng n nh th no?. iu ny gip cng ty ci tin sn phm ht sc nhanh chng. Trn thc t, P&G ang xy dng mt h thng x hi vi ngi mua (v ngi mua tim nng) nhng sn phm ca cng ty, kh nng cho php ngi tiu dng cng cng thit k v cng xy dng nhng i mi ca cng ty. Trong qu kh, P&G khng xem i mi nh kh nng thay i. Cng ty lun u t nhiu vo nghin cu v pht trin (R&D). Khi Lafley tr thnh CEO, cng ty c khong 8.000 nhn vin R&D v gn 4.000 k s, tt c u thc hin s i mi. Nhng h khng kt hp nhng chng trnh i mi ny vi chin lc kinh doanh, quy trnh lp k hoch hoc d tho ngn sch ca mnh c tt. t nht, 85% nhn vin trong cng ty u ngh rng mnh ang khng thc hin s i mi cho d c thuc nhng b phn khc nhau nh: b phn qun l dy chuyn sn xut, tip th, iu hnh, kinh doanh hay qun tr. V vy, cng ty phi xc nh li h thng x hi ca mnh a mi ngi vo mc tiu i mi ny.
Ngy nay, tt c nhn vin P&G u c k vng hiu r vai tr ca h trong s i mi. Ngay c khi ang iu hnh th cng vn lun i mi bng cch lm cho chu trnh ngn hn, pht trin cc tng thng mi mi hoc thc hin nhng m hnh kinh doanh mi. V tt c s i mi u c lin kt vi chin lc kinh doanh. Trong vic thc y phng php ny v xy dng h thng x hi h tr n, ban lnh o P&G phi rt k lut. Chng hn nh gi y, P&G ang chun b cho nhiu tng mi hn na. Nhm pht trin kinh doanh bn ngoi ca cng ty rt nh; do , tt c nhng g phi lm l gp g cc c nhn, nhm, phng nghin cu v phng th nghim tim nng khc, k c nhng i th ca P&G (nh cp trong The Game-Changer) trong mt s trng hp. V bt c iu no trong nhng iu ny u c th xut cho nhng cng ngh mi, nguyn mu sn phm mi hay nhng phng php mi nhm lin kt c cng ty vi c s ngi tiu dng ca mnh. Nm ngoi, nhm pht trin kinh doanh xem xt hn 1.000 tng bn ngoi. Nm nay s l 1.500. V cng ty c nh thc hin da trn khong t 5 n 7 phn trm s tng .
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P&G cng m rng i vi cc tng t nhiu khu vc hn trc y. S i mi ch yu thng chuyn t cc th trng pht trin sang nhng th trng ang pht trin. Khi xut hin Nht Bn, c hay M, nn cng ngh mi thng nh hng ti cc khu vc ri mi phn cp su hn. Ngy nay, hn 40% i mi n t bn ngoi nc M. Ngi dn n , Trung Quc, M La Tinh v mt s nc Chu Phi tr thnh mt phn trong h thng x hi ca P&G bi s gp mt ca h khng ch lm cho cng ty m rng hn m cn gip cn bng c xu hng kh tip cn hn ca n. Vi nhng thnh cng v tnh u vit ca chin lc xuyn quc gia, chin lc ny vn cn c P&G p dng cho n tn ngy nay. Cng cn bit rng chin lc xuyn quc gia khng phi l mt b phn tch bit vi 3 loi chin lc kia (chin lc quc t, a ni a v ton cu) m chnh xc th chin lc xuyn quc gia l s kt hp hi ha ca 3 loi chin lc trn. Mun thc hin chin lc ny cn mt s iu kin nht nh, l: - Thu hiu chnh xc th trng, iu m cng ty khng th c c khi va xm nhp. - Thu hiu hnh vi ngi tiu dng v tm l ca khch hng a phng, iu m cng ty khng th c c nu thiu nhng nghin cu v u t mnh vo R&D, Marketing - C ngun ti chnh mnh v cng ngh, trnh qun l cao sn xut trn quy m ln, iu m cng ty khng th c khi cha vng mnh hay cha xc nh mt chin lc ton cu. Chnh bi nhng nguyn nhn trn ,d chin lc xuyn quc gia mang trong mnh nhng u im vt tri nhng vn cn thi gian, cng sc, tim lc hng mnh, s kin nhn v kh nng qun tr tt mi c th a vo s dng. Cn ch trong qu trnh vn dng hng qu my mc m ty trng hp c th m p dng. Ly mt v d in hnh ca P&G trong qu trnh thc hin chin lc xuyn quc gia gp phi nhng sai lm c l r rt nht l vi nhn hng White Cloud.
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Trong qu trnh thc hin chin lc xuyn quc gia P&G phi loi thi nhng nhn hng m hng t c li th cnh tranh trn th trng. Hn th na l thng hiu White Cloud m P&G xy dng b cc i th copy trn lan vi gi r hn. Tuy nhin, cht lng km ca nhng sn phm nhi ny lm uy tn thng hiu suy gim trng trng. ng thi vi vic P&G c mt dng sn phm giy khc thnh cng hn trn th trng l Charmin vi kh nng cnh tranh vt tri nn trong ng thi mun dn ton b ngun lc vo Charmin, P&G loi b thng hiu Charmin nn phm sai lm P&G khng nhn ra c thi gian hiu lc ca thng hiu White Cloud vn tip tc tn ti. V mt nh doanh nghip nhy bn li dng iu ny bn li thng hiu ny cho h thng bn l WalMart. T y tr i WalMart s dng thng hiu White Cloud cnh tranh vi chnh thng hiu Charmin. CEO Lafley ca P&G tng cay ng tha nhn sai lm ny trong qu kh: Chng ti khng ngn ngi loi b nhng thng hiu khng c ch ng trn k hng hoc khng thu ht c khch hng ra khi danh sch thng hiu ca mnh. gi ly nhng khch hng a thch thng hiu c, chng ti khuyn mi h bng sn phm ca thng hiu mi, pht phiu gim gi hoc i hng c ly hng ca thng hiu mi. Nhng vn quan trng m chng ti qun mt l khi loi b thng hiu no th vn phi tip tc gi li 1 thi gian na nhng quyn li ca thng hiu b loi b. Nu khng th nhng thng hiu b loi b c th phc sinh v lm ngn ngm ngi ch c ca mnh. Tuy nhin, ch l mt tri nh ca chin lc ny. Nh ni, chin lc xuyn quc gia rt linh ng nn nhng sai lm kiu nh White Cloud l hon ton c th trnh c nu vn dng cch hp l. Bit hc t chnh sai lm ca mnh l mt cch gip P&G ngy cng hon thin mnh hn.
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Nh trong v d v tht bi ca kem nh rng Crest, P&G tin hnh ct bt s lng cc thng hiu ph ca Crest, P&G cng thc hin vic ny trc vi dng sn phm du gi ca h. Vi vic ct gim mt na s lng cc thng hiu du gi, h nhn thy mi lc bt u tng. Nhng d sao th theo nh Robert T Matteucci, trng iu hnh phn b chm sc tc ca P&G th ngay t lc u, chin lc ny khng c s tn thnh rng ri: c s chng i t nhng ngi qun l nhn hiu ca P&G, nhng ngi ngh rng mi lc s suy gim v khng c nhiu mt hng bn. C nhng h nghi rng khng bit y c ng l iu cn phi lm hay khng?
Cng vi vic gim thiu cc phin bn ca Crest, P&G cng thit k li hnh dng ca bao b ngi ta c th d dng phn bit cc bin th khc nhau ca mt sn phm. Bc chuyn ny c cc chuyn gia marketing nh gi l mt hnh ng khn ngoan. Marcia Mogelonsky hoan h chin lc ny trong mt nghin cu thm d ca Ithaca, American Demographics, nm 1998: Vic gim thiu ny gip cho ngi tiu dng d dng tm ra c th m h mun. Cng lc, nh sn xut cng c nhiu ch trng trn cc k hng hn dnh cho nhng sn phm bn chy nht ca h. Ngi mua t phi phn vn. Kt qu: Hin nay, nhn nh v kt qu ca vic thc hin chin lc ny, ta c th ni l P&G thnh cng. Kt qu tp trung vo i mi ca P&G l s tng trng n nh v chc chn. Ngay t u thp k ny, doanh thu ca P&G tng hn gp i, t 39 t n hn 80 t -la; s nhn hiu tr gi hng t -la thu v hn 1 t -la mi nm, tng t 10 n 24 phn trm, doanh thu t nhng nhn hiu tr gi khong t 500 n 1 t -la hn gp 4 ln, t 4 n 18 phn trm. Sc tng trng ang c lnh o bi nhng nh qun l lm vic ht mnh nhng nh lnh o i mi nhng ngi lin tc hc hi nhng phng php mi lm tng doanh thu, ci thin li nhun v trnh hng ha ph thng ha. Vn ha i mi ca P&G ang gip cc nh lnh o tr nn hiu qu hn v trong qu trnh ny, h ang i mi cng ty mi ngy. Nm trong s rt t cc cng ty c s tng trng n nh, P&G mt ln na cho thy th trng khng bao gi qu u m cho d sng gi ang ln n mc no.
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Nm 2005, P&G mua li Gillette, mt cuc st nhp lch s ca 2 i gia hng tiu dng. M ra mt chng mi trong s pht trin tng lai ca P&G Tri qua nhiu thi k suy thoi thng trm, nm 2008, doanh thu ca ca P&G l 83,5 t USD v xy dng c nhiu thng hiu ni ting ti M nh Tide, Pampers, Oral-B, Pantene, Duracell v Pringles. Ngi tiu dng lun tiu th hng ca P&G ngay c khi kinh t kh khn hay thun li, v th P&G vn ng vng ngay c khi kinh t i xung. C th ni y l mt tn hiu ng mng m khng phi cng ty no cng c c, mt u th v gn nh l c trng ca P&G: ra i trong thi gian khng hong ti chnh ko di sut 6 nm; vn ln pht trin mnh m t cuc Ni chin M (Civil War) v Chin tranh th gii; thay i v lt xc trong cn khng hong ti chnh nhng nm 1990, v gi y l vn m bo v th trong khi cc tp on khc chao o bi suy thoi kinh t 2007.
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IV/ BI HC KINH NGHIM

Procter & Gamble nhn ra rng cng hiu r khch hng, i tc v tnh hnh ca h th cng c kh nng a ra nhng gii php ng, xy dng m hnh kinh doanh ng v chin thng nh m rng phm vi quc t - nh n , Mexico, Trung Quc, Nga v nhiu nc na. T s thnh cng v tht bi ca mnh, P&G rt ra c kinh nghim l cng gn gi vi khch hng h cng d dng nm bt c th hiu cng nh nhng g khch hng thc s cn. Di s iu hnh ca Lafley, P&G t chc mt chng trnh cc nh qun l ca h thc s sng chung vi khch hng i din ca mnh mang tn Living it. Cn c gi l nghin cu thm nhp, cc nh qun l ca P&G v ngay c nhng lnh o cp cao u dnh thi gian sng cng cc gia nh c thu nhp thp trn ton th gii hiu vn g ang xy ra vi khch hng ca h trong cuc sng, cng nh nhng mong mun, kht vng v nhu cu ca h. P&G nhn thy s tin tng ca khch hng l ht sc quan trng v n c nh hng ln i vi v tr ca sn phm v cng ty trn th trng. Do , cng ty kim nghim rt k lng sn phm mi ca mnh qua cc khch hng ri ch sau khi thy n c a thch thc s mi tung ra th trng. Vn vn ha i vi P&G cng c ch trng hn sau nhng tht bi t qu trnh thm nhp th trng mi nhm m rng quy m v tm nh hng. T P&G khng ngng nghin cu cc gi tr vn ha ca a phng m cng ty phn phi sn phm, s dng mt s ngun nhn lc a phng kinh doanh v d dng tip cn khch hng. ng thi, i chiu li sn phm ca mnh xem c ph hp vi nhu cu ca a phng khng, nu khng ph hp th a ra nhng iu chnh thch hp hn. Bn hng v thu li nhun lun lun l vn quan trng nhng P&G cng nhn thc ra rng quan tm n con ngi, n cng ng v mi trng cng chnh l gip cng ty duy tr hot ng kinh doanh tt v tip tc pht trin.
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KT LUN
Bt k mt cng ty hay t chc no u cng hot ng v mc tiu v mc ch li nhun (ch tr mt s t nhng t chc phi li nhun). Chnh t mc ch cng ty lun phi c nhng i sch ph hp mang li hiu qu cao. Tuy nhin, bn cnh lun tn ti nhng chin lc khng thnh cng gy ra tht bi, thua l cho cng ty. l mt quy lut tt yu trong qu trnh hnh thnh, hot ng v pht trin ca bt c t chc hot ng kinh t no. Qua vic tm hiu v P&G cung cp chng ta mt s kin thc v c cu t chc , trit l kinh doanh ca mt tp on, mt cng ty a quc gia tiu biu cho nhng g khng l trn th gii vi nhng thnh cng nht nh trn thng trng mang li nhng li nhun khng l,cng c thm a v danh ting P&G trn thng trng Quc t. c c thnh cng , P&G phi tri qua nhng kinh nghim xng mu t nhng tht bi c th do chin lc kinh doanh quc t khng ph hp vi vn ha, phong tc mt s ni P&G nhanh chng nhn ra sai lm trong vic la chn chin lc kinh doanh quc t v ng thi cng a ra nhng chin lc tinh t hn. Cng vi nhng thnh cng v tht bi, P&G cng thu c nhng bi hc kinh nghim gip cng ty vch ra nhng k hoch v mc tiu kinh doanh ngy cng hon ho nhm cng c v tr trn th trng th gii.
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TI LIU THAM KHO
1.
Ts. Nguyn ng Phong, Ts. Nguyn Vn Sn, Ts. Ng Th Ngc Huyn, Ths. Quch Th Bu Chu - Kinh doanh ton cu ngy nay David W. Conklin
Cases in the environment of business: international perspectives Bi Business management: fresh perspectives
2. www.pg.com 3. www.finance.yahoo.com 4. www.money.cnn.com 5. www.journaldunet.com 6. www.tuanvietnam.net 7. Vietnamnet 8. www.lantabrand.com 9. www.vnexpress.net 10. www.vietnambranding/brandweek.com
11.Xp hng ca thi bo Fortune:

Rank Company Revenues ($ millions) Profits ($ millions)
1 2 3 4 5 6 7 8
Wal-Mart Stores Exxon Mobil General Motors Chevron ConocoPhillips General Electric Ford Motor Citigroup
351,139.0 347,254.0 207,349.0 200,567.0 172,451.0 168,307.0 160,126.0 146,777.0
11,284.0 39,500.0 -1,978.0 17,138.0 15,550.0 20,829.0 -12,613.0 21,538.0
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9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Bank of America Corp. American Intl. Group J.P. Morgan Chase & Co. Berkshire Hathaway Verizon Communications Hewlett-Packard Intl. Business Machines Valero Energy Home Depot McKesson Cardinal Health Morgan Stanley UnitedHealth Group Merrill Lynch Altria Group Goldman Sachs Group
117,017.0 113,194.0 99,973.0 98,539.0 93,221.0 91,658.0 91,424.0 91,051.0 90,837.0 88,050.0 81,895.1 76,688.0 71,542.0 70,591.0 70,324.0 69,353.0
21,133.0 14,048.0 14,444.0 11,015.0 6,197.0 6,198.0 9,492.0 5,463.0 5,761.0 751.0 1,000.1 7,472.0 4,159.0 7,499.0 12,022.0 9,537.0
25 Procter & Gamble

26 27 28 29 30 31 32 33 34 35 36 37 Kroger AT&T Boeing AmerisourceBergen Marathon Oil State Farm Insurance Cos Costco Wholesale Target Dell Wellpoint Johnson & Johnson MetLife
68,222.0
66,111.2 63,055.0 61,530.0 61,203.1 60,643.0 60,528.0 60,151.2 59,490.0 57,095.0 56,953.0 53,324.0 53,275.0
8,684.0
1,114.9 7,356.0 2,215.0 467.7 5,234.0 5,315.5 1,103.2 2,787.0 2,614.0 3,094.9 11,053.0 6,293.0
54 |
38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67
Sears Holdings Pfizer Dow Chemical Wells Fargo United Technologies United Parcel Service Walgreen Lowe's Wachovia Corp. Lehman Brothers Holdings Time Warner Microsoft Freddie Mac CVS/Caremark Motorola Sprint Nextel Medco Health Solutions Caterpillar Safeway Lockheed Martin Caremark Rx Archer Daniels Midland Sunoco Allstate Intel PepsiCo Walt Disney Sysco Prudential Financial Johnson Controls
53,012.0 52,415.0 49,124.0 47,979.0 47,829.0 47,547.0 47,409.0 46,927.0 46,810.0 46,709.0 44,788.0 44,282.0 44,002.0 43,813.8 43,739.0 43,531.0 42,543.7 41,517.0 40,185.0 39,620.0 36,750.2 36,596.1 36,081.0 35,796.0 35,382.0 35,137.0 34,285.0 32,628.4 32,488.0 32,413.0
1,490.0 19,337.0 3,724.0 8,482.0 3,732.0 4,202.0 1,750.6 3,105.0 7,791.0 4,007.0 6,552.0 12,599.0 2,211.0 1,368.9 3,661.0 1,329.0 630.2 3,537.0 870.6 2,529.0 1,074.0 1,312.1 979.0 4,993.0 5,044.0 5,642.0 3,374.0 855.3 3,428.0 1,028.0
55 |
68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97
FedEx Honeywell Intl. Ingram Micro Alcoa Best Buy Northrop Grumman DuPont Hess Federated Dept. Stores Cisco Systems New York Life Insurance American Express TIAA-CREF Washington Mutual Hartford Financial Services Delphi Comcast Aetna Tyson Foods HCA News Corp. Travelers Cos. Massachusetts Mutual Life Insurance Countrywide Financial General Dynamics International Paper Coca-Cola Liberty Mutual Ins. Group Raytheon 3M
32,294.0 31,367.0 31,357.5 30,896.0 30,848.0 30,304.0 28,982.0 28,720.0 28,711.0 28,484.0 28,365.1 27,145.0 26,756.8 26,561.0 26,500.0 26,392.0 25,700.0 25,568.6 25,559.0 25,477.0 25,327.0 25,090.0 24,863.4 24,444.6 24,212.0 24,186.0 24,088.0 23,520.0 23,274.0 22,923.0
1,806.0 2,083.0 265.8 2,248.0 1,140.0 1,542.0 3,148.0 1,916.0 995.0 5,580.0 1,035.4 3,707.0 2,333.8 3,558.0 2,745.0 -5,464.0 2,533.0 1,701.7 -196.0 1,036.0 2,314.0 4,208.0 1,266.0 2,674.8 1,856.0 1,050.0 5,080.0 1,626.0 1,283.0 3,851.0
56 |
98 99 100
Deere Merck Halliburton
22,768.9 22,636.0 22,576.0
1,693.8 4,433.8 2,348.0
12.Gi tr c phiu ca P&G t khi nim yt n nay:
57 |

Nghiên cứu chiến lược kinh doanh quốc tế của tập đoàn P&amp;G

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TRNG I HC KINH T TP H CH MINH

KHOA THNG MI DU LCH MARKETING

TIU LUN QUN TR KINH DOANH QUC T ti: Nghin

cu chin lc kinh doanh quc t ca tp on

Procter & Gamble (P&G)

TP H CH MINH, THNG 1 NM 2010

II/ S LC V CNG TY PROCTER & GAMBLE...............................................9

III/ CHIN LC KINH DOANH QUC T CA CNG TY P&G....................20

I/ S LC V CNG TY A QUC GIA

- Thng theo mt kiu mu ging nhau khi m rng th trng nc ngoi

- Thch hp cho sn phm tieu dng Hn ch: chi ph cao

II/ S LC V CNG TY PROCTER & GAMBLE

Logo ban u ca P&G (1851)

nghin cu v sn phm u tin America.

Personal & Beauty: Olay, Head &Shoulder, Pantene, Gillette

House & Home : Duracell, Tide, Downy, Pringles.

- Health & Wellness : Oral-B, Braun, Align..

Baby & Family : Luvs, Pampers, Charmin.

Pet care & Nutrition : Eukanuba, Iams.

Di y l 23 nhn hng mang li li nhun hng t USD cho cng ty mi nm:

III/ CHIN LC KINH DOANH QUC T CA CNG TY P&G

Tm kim thm th trng - P&G p dng chin lc quc t:

Since July 2002 48% 52% 53%

Since July 2002 52%

IV/ BI HC KINH NGHIM

TI LIU THAM KHO

11.Xp hng ca thi bo Fortune:

351,139.0 347,254.0 207,349.0 200,567.0 172,451.0 168,307.0 160,126.0 146,777.0

11,284.0 39,500.0 -1,978.0 17,138.0 15,550.0 20,829.0 -12,613.0 21,538.0

25 Procter & Gamble

Deere Merck Halliburton

22,768.9 22,636.0 22,576.0

1,693.8 4,433.8 2,348.0

12.Gi tr c phiu ca P&G t khi nim yt n nay:

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Nghiên cứu chiến lược kinh doanh quốc tế của tập đoàn P&G

Nghiên cứu chiến lược kinh doanh quốc tế của tập đoàn P&G