TIU LUN:

PHN TCH V NH GI CHIN LC CA TP ON UNILEVER QUC T

SVTH: L V Hong Mai MSSV: 10040041 Ging vin: Nguyn Tn Thu Hin

TPHCM, ngy 9 thng 10 nm 2011

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MC LC
MC LC .................................................................................................................................. 1 LI M U ............................................................................................................................. 2 1. 2. GII THIU V CNG TY ................................................................................................. 3 S MNH, TM NHN V MC TIU CA CNG TY....................................................... 3 a) b) 3. S mnh ca cng ty ................................................................................................... 3 Tm nhn v mc tiu ca cng ty ............................................................................... 3

PHN TCH MI TRNG BN NGOI CA TP ON UNILEVER ............................. 4 a) b) c) d) e) nh gi chung v ngnh cng nghip sn xut hng tiu dng ................................. 4 Yu t khch hng ....................................................................................................... 5 Mc bin ng ca th trng ................................................................................. 5 Mi trng cnh tranh ................................................................................................. 5 Nhng nhn t cn thit cho s thnh cng ................................................................ 6

4.

PHN TCH MI TRNG BN TRONG CA TP ON UNILEVER ............................ 8 a) b) c) d) Ba ngun lc chnh ca Unilever ................................................................................. 8 Cu trc ca t chc.................................................................................................... 9 Dy chuyn gi tr ........................................................................................................ 9 Li th cnh tranh bn vng .......................................................................................12

5. 6. 7.

LIN KT CC IU KIN BN TRONG V BN NGOI (MA TRN SWOT) ................13 CC CHIN LC HIN NAY CA UNILEVER ...............................................................14 KT LUN V KIN NGH ................................................................................................15

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LI M U
Ngnh cng nghip sn xut hng tiu dng vi sn phm p ng nhng nhu cu tiu dng thit yu ca con ngi nhm thu c li nhun t nhng gi tr m n mang li cho x hi, ng gp mt phn rt quan trng vo s pht trin i ln theo hng ngy cng gia tng v a dng ha sn phm ca nn kinh t th gii. V vy khng th ph nhn nh hng to ln ca ngnh ny vo s pht trin chung ca nn kinh t ton cu. Tp on Unilever l mt trong nhng cng ty sn xut hng tiu dng ni ting nht trn th gii. Vi mc tiu xy dng nhng gi tr tt p cho con ngi, cung cp cho h nhng sn phm thit yu v cao cp vi mt gi c phi chng, cng vic quan tm n khng ch li nhun t c m cn phi ng gp cho x hi bng nhng hnh ng thit thc, chung tay san x ni au ca con ngi, ng thi gim thiu nhng tc ng tiu cc do hot ng ca cng ty mnh gy ra vi mi trng, Unilever tht s c nhn din nh l ngi bn thn thit ca cc gia nh, l thng hiu d dng c ngh ti khi khch hng a ra la chn cho vic mua nhng sn phm chm sc gia nh, c nhn hin nay. Khi la chn phn tch v nh gi chin lc hot ng ca Tp on Unilever, em hi vng a ra c nhng nhn nh khch quan v ton din v s thnh cng ca tp on nh vo cc chin lc ph hp ca n trong bi cnh nn kinh t c nhiu nh hng bt li. S phn tch ny da trn ci nhn ch quan, cng vi nhng t liu hc tp c cung cp trong qu trnh hc tp b mn Qun Tr Chin Lc, v v s gii hn ca bi tiu lun nn khng th trnh khi vic khng phn tch ht v chnh xc c tt c cc kha cnh ca chin lc. Rt mong nhn c s gp chn thnh ca c. Xin chn thnh cm n c Nguyn Tn Thu Hin, ging vin b mn Qun Tr chin lc ca trng i Hc Cng Nghip TPHCM ging dy tn tnh v cung cp nhng t liu hc tp rt hay gip sinh vin chng em c thm kin thc v nhng kinh nghim qu bu. ng thi cng xin gi li cm n n nh trng to iu kin vt cht k thut thun li em hon thnh bi tiu lun ny. Tiu lun ly ngun t cc trang www.unilever.com http://en.wikipedia.org www.huntsearch.com

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1. GII THIU V CNG TY

Unilever l mt tp on ton cu ca Anh v H Lan ni ting th gii trn lnh vc sn xut v cc sn phm tiu dng c ng gi (CPG Comsumer Packaged Goods) bao gm cc sn phm chm sc v sinh c nhn v gia nh, thc n, tr v ung t tr. Cc nhn hiu tiu biu ca Unilever c tiu dng v chp nhn rng ri trn ton cu nh Lipton, Knorr, Cornetto, Omo, Lux, Vim, Lifebouy, Dove, CloseUp, Sunsilk, Clear, Ponds, Hazeline, Vaseline, vi hn 265 000 nhn vin lm vic trong hn 500 cng ty ti 90 quc gia trn th gii cng mc li nhun hng nm trn ton cu vo khong 40 t euro v ang chng t Unilever l mt trong nhng cng ty thnh cng nht th gii trong lnh vc kinh doanh chm sc sc khe ca ngi tiu dng (Personel Care). Cng vi Proctol & Gambel (P&G), Unilever hin ang thng tr khp th gii v cc sn phm ny. Unilever c cng nhn l ngi tin phong trong pht trin bn vng. Tp on ny dn u ngnh thc phm trn cc ch s bn vng Dow Jones trong 11 nm qua - mt thnh tch m cha c cng ty no bt kp.

2. S MNH, TM NHN V MC TIU CA CNG TY

a) S mnh ca cng ty Hot ng sng to ra mt tng lai mi ti p hn tng ngy. S mnh ca Unilever l lm cho mi ngi cm thy thoi mi, hon thin v p bn thn v thot khi nhng lo toan cuc sng bng nhng sn phm tt cho h v c nhng ngi xung quanh. V h t c iu ny bng vic sng to v cung cp cc sn phm cao cp vi cc mc gi ph hp vi ngi tiu dng ton th gii. To cm hng cho con ngui thng qua nhng hnh ng nh mi ngy to ra mt s khc bit ln cho th gii. Pht trin mt cch iu hnh vic kinh doanh mi vi mc tiu nhn i tm c ca cng ty trong khi gim thiu tc ng ln mi trng. b) Tm nhn v mc tiu ca cng ty Tm nhn: Mt nh hng r rng

Vi nhng s mnh c t ra nh trn, Unilever tin tng vo sc mnh ca cc thng hiu ca mnh c th ci thin cht lng sng ca con ngi v to nn nhng iu tt p. V s pht trin ca Tp on ny, chnh l nhim v ca mi thnh vin. Unilever nhn thc c nhng th thch ton cu, v d nh vn thay i kh hu Vic xem xt nh hng ln hn ca hot ng c gn vi gi tr ca Unilever v l c s xc nh h l ai.

B mn Qun tr chin lc Mc tiu ca Unilever:

GV: Nguyn Tn Thu Hin

+ Mc tiu di hn: p ng nhu cu hng ngy ca con ngi tiu dng khp mi ni on trc c nguyn vng ca khch hng v ngi tiu dng, p ng mt cch sng to v cnh tranh vi cc sn phm c thng hiu nhm nng cao cht lng cuc sng. c bit, mc tiu pht trin bn vng c Unilever ch trng v xem l mt trong nhng mc tiu hng u, th hin qua n lc pht trin tch ri khi nh hng ti mi trng. + Mc tiu ngn hn: Mc tiu ngn hn ca Unilever theo d liu thu thp c nm 2010 l tng gp i doanh thu. Mc tiu ny c thc hin da trn cc chin lc c th, ph hp vi nhng tiu ch c t ra trong mc tiu di hn, ch trng pht trin bn vng. Vic c th ha tm nhn thnh cc mc tiu ngn hn v di hn i hi c nhng bc i chin lc vng chc. cc chin lc thc hin chng s c ni r hn nhng phn sau.

3. PHN TCH MI TRNG BN NGOI CA TP ON UNILEVER

a) nh gi chung v ngnh cng nghip sn xut hng tiu dng - Dung lng th trng: + Ngnh cng nghip sn xut hng tiu dng l s tp hp ca cc cng ty bn sn phm v dch v trc tip n tay ngi tiu dng. Cc sn phm/dch v ny phi l sn phm/dch v cui cng (khng th tip tc thay i to ra mt sn phm/dch v khc na). Sn phm ca ngnh ny c th c chia lm hai phn: Mt hng tiu dng ch lc, bao gm cc thc phm v nc gii kht, vt t h gia nh, v bt k mt hng khc m thng phi c thay th mt cch thng xuyn do c s dng nhiu hay do nhu cu v mt hng tiu dng ty , bao gm trang sc, k ngh, v xe t, chng khng cn thit, bt buc phi c v ch c tiu dng khi nn kinh t tng trng. V mt dch v bao gm ti chnh tiu dng, khch sn s khng c phn tch bi ny. + Th trng sn phm tiu dng l mt th trng rng ln. Th trng ny cung cp nhng sn phm cn thit cho i sng con ngi nn pht trin rt sm v bao ph ton th gii. - S pht trin ca th trng: Cng ging nh nhng ngnh ln v lu i, th trng hng tiu dng thng thng tng trng khng nhanh hn tc tng trng GDP, thm ch cn chm hn. Mc d tc tng trng chm, c phiu ca nhng cng ty sn xut hng tiu dng thng c khuynh hng em li li nhun vng chc v kh n nh. - Th phn: hin nay, Procter & Gamble v Unilever v hai cng ty ng u trong th trng sn phm hng tiu dng tng hp (khng k nhng cng ty bn cc sn phm tiu dng chuyn bit). Trong , Procter & Gamble c xp hng th 77

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v doanh thu trong 205 doanh nghip ng u vi doanh thu 82.559 t la v 215,640 t la vn, cn Unilever ng th 145 vi doanh thu 59.143 t la v 101,642 t la vn. Xt trong th trng hng tiu dng th Unilever ch ng th 2 sau Procter & Gamble. So vi nm 2008, doanh thu ca Procter & Gamble l khong 65 t la cn Unilever l khong 27.3 t la, ta thy Unilever c mt s tng trng vt tri hn. (ngun: http://en.wikipedia.org v www.huntsearch.com) b) Yu t khch hng - Phn khc th trng v nhu cu khch hng: Khch hng mc tiu ca Unilever l ngi tiu dng tr, nhng ngi c kh nng t quyt nh vic mua sn phm tiu dng cho bn thn v gia nh. C th thy c iu ny qua cc sn phm nh Omo, Comfort, Ponds, Knorr Nhng mt hng ny ch yu nhm n vic chi dng ca nhng ngi tr, nng ng, cn nhng sn phm tin dng v cht lng cao tha mn nhu cu ca mnh. c) Mc bin ng ca th trng - Kh nng thay i ca th trng: Hin nay ngnh cng nghip sn xut hng tiu dng c s thay i rt nhanh chng. Ngi tiu dng tr nn rt nhy bn vi nhng s thay i v gi c, cht lng, dch v hu mi Khi m th gii phi i mt vi nhng s bin i lin tc ca nn kinh t ang trong tnh trng ngy suy thoi, nhng bt n chnh tr, s thay i v kh hu, mi trng gia tng th thi quen tiu dng ca con ngi cng thay i theo. Chng ta by gi khng ch ch trng v gi c ca cc mt hng tiu dng m cn xem xt nhng nh hng ca vic s dng chng n mi trng cng ty sn xut c thi nh th no vi x hi. - Kh nng d on v s thay i ca th trng: Tuy thi quen tiu dng ca con ngi thay i, nhng s thay i ny ph thuc vo cc bin ng a chiu ca mi trng v m nh lm pht, chnh tr, mi trng, tht nghip v s thay i quy m cng cn c mt thi gian di, nn kh nng d on ca doanh nghip trong th trng ny l cao. Ngoi ra, vi hot ng nghin cu v pht trin, cc cng ty c kh nng d bo c nhng thay i trong thi quen tiu dng. T hai iu trn, ta kt lun mc bin ng ca th trng l trung bnh. d) Mi trng cnh tranh Tiu lun ny s dng cng c phn tch Nm m hnh cnh tranh ca Porter, c th: 1. Kh nng thng lng ca ngi mua: Trung bnh. Khch hng ca Unilever phn b khp ni trn th gii vi s lng hng t ngi. Tuy nhin h khng c sc mnh lm h gi cc sn phm ca Unilever, v vy kh nng khch hng chuyn sang s dng sn phm ca cc i th cnh tranh vi Unilever cao, buc Tp on ny phi cn trng trong vic duy tr gi sn phm ca mnh.

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2. Cnh tranh gia cc cng ty cng ngnh: Cao. Trong ngnh sn phm tiu dng, Unilever c mt s lng ln ca i th cnh tranh v cc i th ny trong thc t rt mnh. Chng bao gm t nhng ca hng bn l nh cho ti g khng l ln nh P & G, Kraft v Nestle. Nhng i th cnh tranh gn nh cung cp sn phm vi sc hp dn tng ng thm ch tt hn. Nhng i th cnh tranh c sc mnh thu ht v nh hng n khch hng bng cch sn xut sn phm thay th hp dn, gi c cnh tranh v cng ngh Marketing tt hn. 3. Nguy c t cc sn phm thay th: Cao. Hot ng nghin cu v pht trin lin tc trong cc sn phm tiu dng c nhn v sn phm dnh cho h gia nh mang li mt cuc cch mng thc s trong th trng tiu dng v khch hng ngy nay mun c s dng cc sn phm mi hn v tt hn. Xu hng ny lm gim lng trung thnh ca khch hng v vng i sn phm. Unilever chu s e da lin tc ca cc sn phm thay th v cc i th cnh tranh ca n chi ra nhng khon tin khng l vo R & D v pht trin sn phm mi.Unilever phi gn gi khch hng nhiu hn bit c tht s nhu cu ca h l g. 4. Nguy c t cc i th tim n: Ph thuc vo th trng hot ng. Unilever hot ng trong cc th trng a l khc nhau nn nguy c t cc i th tim n trong mi mi trng cng khc nhau. nhng nc pht trin, ni ngi chi ln nh Unilever l mt t chc rt mnh v c thng hiu,nhng ngi mi mun gia nhp vo th trng gp ro cn rt ln v chi ph thnh lp mt doanh nghip khng h thp. Trong khi nhng th trng ang pht trin vic gia nhp th trng li d dng hn bi ro cn cc quy phm php lut v yu cu v vn thp hn. Unilever c mt hu ht cc th trng hoc thng qua cc cng ty con, chi nhnh hoc nhng quyn thng mi. Sc mnh ca thng hiu Unilever c nh v t lu trong tm tr ngi tiu dng s l mt ro cn rt ln cho nhng i th tim n. 5. Kh nng thng lng ca nh cung cp: Unilever c mt chnh sch v vic mua v sn xut a phng, trong vic t cung cp kim hm kh nng thng lng ca cc nh cung cp v lm kh nng m phn iu khon ca h yu hn. Hu nh Unilever lun c cc tha thun bao trm vi nh cung cp cung cp trong mt khong thi gian vi t l nht nh. Chin lc ny gip Unilever ngn chn vic nh cung cp ca mnh chuyn sang cung cp cho cc i th cnh tranh hoc i tr mc gi cao hn. Ngoi ra, Unilever i x vi h rt cng bng, nhm to lp lng trung thnh ca h nh ging nh vi khch hng ca Unilever. e) Nhng nhn t cn thit cho s thnh cng - Unilever hot ng vi mong mun em li nhng gi tr tt p cho cuc sng. Hng ti li ch cho cng ng v pht trin bn vng, K Hoch Unilever

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Sustainable Living t ra mc tiu nhn i quy m Tp on v tch ri tc ng c hi n mi trng, hay Chng trnh Nutrition Enhancement nhm ci thin cht lng dinh dng trong mt hng thc phm ca Unilever chng t chin lc thnh cng nh cng ng ca Unilever i ng hng. - Unilever lun phi i mt vi s cnh tranh khng ch t i th lu nm Proctol & Gambel m cn t cc cng ty sn xut hng tiu dng thnh cng trn th trng, iu buc Tp on lun phi n lc ci tin sn phm, thc hin nghin cu v pht trin cng vi nhng chin lc cnh tranh lu di hiu qu gi vng v th ca mnh. - Vi vin kin v tm nhn chin lc, cng vi nim tin v hnh ng, Unilever thc hin theo cc bc i chin lc: + Xy dng i ng marketing y sc sng to v nhit huyt: t chc nghin cu thu hiu hnh vi, thi quen ca ngi tiu dng v th trng bng cc nghin cu th trng, ri bng s ho hc v sng to ca marketing a cc nhn hiu, thng hiu vo tm thc ngi tiu dng. + T chc tt cng tc cung ng m bo khng ch kh nng cnh tranh v gi thnh, m xa hn l nng lc ti u ha cng tc qun tr h thng. + Trong qun tr ti chnh k ton khng ch tnh ton hiu qu ngn hn, m cn dm u t mo him c kim sot cho trung hn v di hn. + C cc nh t chc nhn s chuyn nghip t c c mt i ng mnh chuyn mn v giu k nng. + c bit ch n kh nng lnh o, ng vin, nhn trch nhim, kt ni ca nh qun tr, tch hp c sc mnh tp th t cc c nhn u t c ti luyn mi ngy. - Lun hc hi bit nhu cu ca i tng ca cuc sng: Nghin cu th trng t v m n vi m, khng ch thu hiu m cn sng chung thu cm khch hng v ngi tiu dng. Vic hc hi thu cm ngn ng, vn ha ca i tng tng quc gia, t a ra nhng chin lc, quyt sch, chng trnh hnh ng ph hp, l iu quan trng v gn nh l bt buc m bo cho s kim sot cc quyt nh mo him v t thnh cng. - Kt ni t chin lc n k hoch hnh ng: D qun l h thng rng ln, bao ph ton cu, nhng do c chin lc v k hoch hnh ng tt, nn bt c vo thi im no, lnh o Tp on cng bit c cc chi nhnh ca mnh ang lm g, nhm t cc kt qu, mc tiu g. Khng phi can thip (v c hng dn k v c trao quyn), m l thc thi nhim v ca nh qun tr. Cng chnh v vy m nh qun tr, lnh o cng ty c th thu cm v t c s tin cy, knh trng ca cc nhn vin. Vic kt ni gia chin lc v k hoch l iu rt quan trng trong mi t chc, trong qu trnh lun cn quan chiu n yu t thi gian, thi hn..

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- Bit trn trng qu kh, ht mnh vi hin ti v lun hng ti tng lai, quyt thnh cng v bit chia s thng li: Unilever lun ghi nhn nhng ng gp nhiu hay t, trc tip hay gin tip ca cc nh cung cp nguyn vt liu u vo m ngi tiu dng khng bao gi nghe ni n, ca cc i l, ca rt nhiu c nhn lao ng sng to v mit mi... Khng xem nh cc yu t tinh thn, v bit chia s cc thnh cng v thng li khng ch trong ni b m vi c cng ng thng qua cc chng trnh gio dc, y t, ci thin mi trng.

4. PHN TCH MI TRNG BN TRONG CA TP ON UNILEVER

a) Ba ngun lc chnh ca Unilever - Ngun lc hu hnh ca Unilever: Hng nm, Unilever u t khong 928 triu Euro cho nghin cu v pht trin vi hn 6000 ngi lm R & D ton cu, tp hp 250 - 350 n xin cp bng sng ch mi mt nm c hn 20 000 bng sng ch ng k v cc ng dng bng sng ch trn th gii. K t nm 2007, Unilever y mnh vic u t vo cng ngh vi 43 triu Euro ci tin cng ngh, nng cao hiu qu sn xut. iu ny cng gip nng cao hn na v th cnh tranh ca Tp on. Unilever cng u t mnh vo R & D, th hin qua vic n c ti su phng th nghim nghin cu v pht trin ch yu: hai Vng quc Anh (Colworth v Port Sunlight), mt H Lan (Vlaardingen), mt Hoa K (Trumbull), mt Trung Quc (Thng Hi) v mt n (Bangalore), xy dng 13 trung tm pht trin sn phm ton cu tp trung vo pht trin sn phm mi cho mt th loi c bit hoc lnh vc cng ngh, 37 trung tm pht trin khu vc thch ng v thc hin cc sng kin, ci tin trong khu vc. Cui cng, chng ti cng c R & D i thc hin trong tt c cc nc v cc nh my. - Ngun lc v hnh ca Unilever: cng vi cc pht minh v bng sng ch nh ni, Unilever rt ch trng vo pht trin kh nng R & D to ra sn phm mi. cng vi iu , khng th khng ni n sc mnh ca cc thng hiu c nhn din trn ton cu, s hu mt trong nhng thng hiu c tin tng nht th gii, vi v th dn u trong cc danh mc nhn hiu chm sc gia nh v c nhn cng nh trong danh mc thc phm m h dng cnh tranh. 12 nhn hng hng u vi doanh thu nm 2010 trn mt t Euro, v vi 8 nhn hng khc c doanh thu hn na t Euro. 20 nhn hiu ny chim khong 70% doanh thu ca cng ty.12 nhn hiu ton cu c doanh thu hn mt t Euro l: Axe/Lynx Blue Band Dove Becel/Flora Heartbrand ice creams

B mn Qun tr chin lc Hellmanns Knorr Lipton Lux Omo Rexona Sunsilk

GV: Nguyn Tn Thu Hin

+ Ngoi ra khng th khng k n yu t con ngi trong s thnh cng to ln ca Unilever. y, mi thnh vin ca Tp on c sng nh mt cng ng ch khng phi trong mi trng lm vic, cng ng y c to lp v dn dt bi chnh cc thnh vin , nhng ngi hot ng mt cch sng to, chia s cc gi tr v mc tiu kinh doanh. V vy, h tr thnh tm im mi hot ng ca cng ty quay quanh. - Nng lc ca t chc: Nng lc ca cc lnh o rt quan trng trong vic kt hp, gn kt cc ngun lc trn, Unilever c nhng ngi lnh o tuyt vi vi tm nhn rng, gip cho Unilever c th ng vng trc nhng th thch ca th trng v tip tc pht trin mnh m. ng thi, s i mi cng c coi l mch ngun cho s pht trin ca Tp on, iu ny gii thch v sao Unilever rt ch trng u t vo k nng sng to khc bit ha sn phm, to ra li th so snh vi i th. b) Cu trc ca t chc C cu t chc cp n cch thc m con ngi v cng vic c b tr trong t chc h tr cc t chc trong vic p ng mc tiu ca mnh v thc hin nhim v ca n. Cu trc t chc ca Unilever l s kt hp gia nhng ngi lnh o bao gm gim c iu hnh, gim c phi iu hnh, cc lnh o iu hnh, cc cn b cao cp ca cng ty v cc nhn vin to thnh mt th thng nht mnh lnh v hnh ng. Unilever l mt tp on Anh H Lan, chia ra thnh hai b phn hot ng c lp nhng t di s lnh o chung ca nhng nh qun l cp cao, hai b phn ny hot ng v mt hng thc phm v mt hng cc sn phm chm sc gia nh v c nhn. Unilever s dng cu trc theo vng a l trn ton cu. mng thc phm, gim c khu vc chuyn trch s chu trch nhim khu vc m h m nhim bao gm chu , chu u, Bc M, chu Phi, Trung ng v Th Nh K cng vi M Latin. iu ny s gip h hiu su hn v quc gia m h hot ng v nhng chnh sch p ng khch hng. Mt s bt li l chin lc ny s khin Unilever kh to ra c mt hiu ng ton cu. Khi nhn mnh s gia tng ca cc sn phm chi ph thp trn th trng th gii, vic theo ui quy m kinh t cng gia tng. c) Dy chuyn gi tr

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Vic Unilever ch trng vo s kt hp cc yu t trong dy chuyn gi tr c th gip Tp on ny nng cao li th cnh tranh. Bi tiu lun s i vo phn tch hai phn ca chui gi tr l cc hot ng chnh v cc hot ng b tr. - Cc hot ng chnh ca Unilever bao gm:

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GV: Nguyn Tn Thu Hin

V tr trong chui gi tr Hu cn ni b: vic giao nhn, nhp kho, tn tr nguyn liu sn xut

Hot ng Chnh sch t cung cp ca Unilever S a dng ca cc nh cung ng

Lng v v tr ca gi tr gia tng Cao: Kh nng t cung ng mnh Cao: Cc nh cung ng c mt s trung thnh nh c i x sng phng Trung bnh: sn phm ca Unilever kh tt nhng khng nhiu Cao: cc sn phm a dng v ni ting ton cu Cao: Unilever hot ng trn ton th gii v c mt lng ln khch hng tiu dng, knh phn phi hiu qu Cao: Unilever u t rt nhiu cho hot ng R & D v pht trin sn phm Cao: hiu qu hot ng qung co em li nhiu gi tr gia tng

Hot ng: Kh nng sn xut ca Unilever

Thc phm

Sn phm chm sc h gia nh v c nhn Hu cn bn ngoi: Vic phn phi sn phm n tay ngi tiu dng Thng qua cc chi nhnh, cng ty con, h thng i l ton cu

Marketing v bn hng

Nghin cu th trng

Qung co: trn cc phng tin truyn thng v ti tr cho cc chng trnh ln Khuyn mi

Cao: cc chng trnh khuyn mi tc ng ti nhiu khch hng trung thnh Trung bnh: v sn phm m Unilever sn xut l sn phm tiu dng ngn hn nn d cht lng dch v tt nhng khch hng t s dng

Dch v

Trung tm h tr khch hng

B mn Qun tr chin lc - Cc hot ng b tr:

GV: Nguyn Tn Thu Hin

+ Qun tr tng qut: Hot ng ny bao gm nhn din cc c hi kinh doanh mi v cc e da tim nng ca mi trng, kim sot cht lng ca h thng hoch nh chin lc nhm t c mc tiu, kim sot nng lc ca h thng thng tin h tr cho vic ra quyt nh chin lc, qun l mi trng tng qut v cnh tranh, quan h vi nhng ngi ban hnh chnh sch cng v nhng nhm li ch, cng vi vic gi vng hnh nh ca Tp on trong con mt ngi tiu dng. Qu trnh qun tr tng qut ca Unilever quyt nh sc mnh tng hp ca Tp on bng vic kt hp sc mnh ni ti trong t chc. + Qun tr nhn lc: Hot ng ny th hin trong hiu qu cc th tc tuyn dng, hun luyn v kh nng thng tin ca nhn vin, cc h thng khen thng, ng vin thch hp v quan h vi cc hip hi thng mi. Unilever vi tiu ch xem trng con ngi, xem cng ng l nn tng ca s pht trin, to dng c mt mi trng lm vic thoi mi ging nh mt cng ng, iu khuyn khch nhng ngi lm vic cho Unilever cng hin ht mnh. + Pht trin cng ngh: Cc hot ng lin quan n nguyn cu v pht trin sn phm, quy trnh sn xut, ci tin thit k, pht trin phn mm vi tnh, h thng thng tin lin lc trong t chc. Xem i mi l mch ngun ca vic kinh doanh, Unilever lun ch trng u t pht trin cng ngh to ra cc sn phm vi cht lng cao v mi l hn. d) Li th cnh tranh bn vng Unilever c c v th to ln trong th trng hng tiu dng nh ngy nay l nh vo sc mnh thng hiu v nim tin ca n to c i vi ngi tiu dng. Vi kh nng to ra nhng sn phm tiu dng cao cp c mc gi ph hp cho ngi tiu dng, Unilever dnh rt nhiu tin cho vic Nghin cu v pht trin, ci tin k thut sng to ngy cng nhiu nhng mt hng tin ch, khng ch p ng c nhu cu thit yu m cn nng tm ln thnh mt hng cao cp khi iu kin sng ca khch hng c nng ln. Chnh nh kh nng to ra nhng sn phm khng th thiu c trong cuc sng, Unilever i vo lng ngi s dng lun c nh n mi khi h xut hin nhu cu tiu dng. Kh nng sng to: khng th ph nhn rng i th mnh nht ca Unilever l P & G lun sn xut ra nhng sn phm thay th tng t cc dng sn phm ca Unilever. Hai tp on ny cnh tranh nhau tng % th phn. Nhng khi xem xt ring bit hot ng ca Unilever, ta nhn thy nhng sn phm ca n lun to ra nhng gi tr mi, ring bit m cc hng sn xut khc khng c, v d nh Unilever khi xng dng sn phm Comfort mt ln x v thu hiu mong mun tit kim sc lc, thi gian v tin bc trong vic git gi ca gia nh Chnh v vy, Unilever c th tng c li nhun. th phn v kh nng cnh tranh vi cc i th khc. Dng sn phm a dng l mt yu t quan trng tng cao li th cnh tranh ca Unilever. Nh ni trn, cc thng hiu ni ting ca Tp on ny mang li

B mn Qun tr chin lc

GV: Nguyn Tn Thu Hin

khon li nhun khng l hng nm , chng t s trung thnh ca khch hng so vi sn phm. 5. LIN KT CC IU KIN BN TRONG V BN NGOI (MA TRN SWOT) IM MNH - c nhn din nh mt cng ty ton cu c danh mc thng hiu mnh, c li th quy m - Cc pht minh, sng ch c cp bng sng ch ca Unilever - C danh ting tt vi khch hng nh vo cc hot ng cng ng v cam kt mang li cc gi tr tt p - C tim lc ti chnh mnh m - Quan h tt vi cc nh phn phi, c mng li phn phi hiu qu ton cu - S trung thnh ca khch hng i vi sn phm - Chnh sch thu ht ti nng hiu qu - Tnh hnh nghin cu, pht trin v i mi cng ngh c tin hnh mt cch c hiu qu - Vn ha doanh nghip mnh, i ng nhn vin c tay ngh cao C HI - S thch ngi tiu dng thay i do tc ng ca nhiu yu t v m ca nn kinh t - S gia tng nhu cu sn phm chm sc sc khe THCH THC - Cc i th ca Unilever, c bit l P&D c cc dng sn phm thay th gn gi, thng hiu mnh e da lm gim lng trung thnh ca khch hng ca Unilever - S gia tng ca cc thng hiu bn l: Unilever khng tip xc trc tip vi ngi tiu dng khu phn phi, c th b tc ng khng tt - Mi trng kinh doanh kh khn hn, bao gm cc nh hng ca suy thoi IM YU - nh hng tiu cc t suy thoi kinh t buc phi ct gim v ti cu trc, ng thi li nhun cng b nh hng - Kh to c hiu ng ton cu v lnh o kp, qun l cc thng hiu km hiu qu - Kh khn trong vic ng b ha qun l v cng ngh nhng th trng ang pht trin - Khng c kh nng ti a ha vic mua li - Mt s Scaldal tiu cc nh vic bt tay vi P & D lm gi bt git th trng chu u

B mn Qun tr chin lc

GV: Nguyn Tn Thu Hin kinh t, lm pht, bt n chnh tr v s gia nhp ca cc i th mi - Vic thay i t gi hi oi nh hng n vic bn sn phm ca Unilever

KT HP 4 YU T TRONG MA TRN SWOT S+O: Da vo nim tin ca khch hng i vi thng hiu v kh nng i mi, pht trin da trn hot ng R&D, Unilever c kh nng thu ht, li ko khch hng s dng sn phm ca mnh. S+T: Tng kh nng thch ng vi s thay i ca mi trng bng sc mnh ni b cng vi vic pht trin cc dng sn phm mi ngy cng cao cp, kh bt chc. W+O: Khc phc yu im t vic ti cu trc v lnh o kp, tng cng kh nng qun l thng nht ca cp ch huy kp thi c nhng chin thut n u nhu cu th trng. W+T: Khc phc yu im t vic ti cu trc v lnh o kp, tng cng kh nng qun l thng nht ca cp ch huy, ra cc chin lc pht huy kh nng cnh tranh vi i th v pht trin bn vng.

6. CC CHIN LC HIN NAY CA UNILEVER

Cc chin lc t c s thnh cng to ln hn na Tp on Unilever hin nay bao gm: - Thng li vi thng hiu v i mi: thnh cng ngha l vic pht trin cc sn phm phi bt kp s thay i trong thi quen tiu dng v ph hp vi tt c mi mc thu nhp ca ngi dn. Unilever s dng cng ngh t ph a nhng ci tin ln hn v tt hn vo th trng nhanh hn, c h tr bi hot ng marketing tt nht - Thng li trong nhng th trng mi: nhng th trng mi l c hi tt nht cho tng trng. Nhng quc gia ang pht trin to ra rt nhiu c hi tim nng. nhng ni ny, dn s khng ch tng nhanh m mc sng cn c ci thin c th tip xc vi sn phm ca Unilever. Unilever thc hin iu ny bng vic dn o s pht trin ca th trng, p ng nhng tham vng ca nh phn phi - Thng li thng qua vic lin tc ci thin: c ngha l lm cho mi th tt hn tng ngy. y l cha kha cho s tng trng bn vng. Unilever thc hin chin lc ny bng kh nng cnh tranh nhanh, linh ng, n gin ha dy chuyn cung ng, cc dch v c nng cao - Thng li vi con ngi: vic nhn i quy m ca Tp on Unilever to ra nhng thch thc chnh v nhn lc Unilever cn c sn nhn lc v cu trc cn thit

B mn Qun tr chin lc

GV: Nguyn Tn Thu Hin

thnh cng trong vic nhn i quy m ny. Unilever a ra nhng cng vic c kh nng pht trin cao cng vi mt mi trng lm vic hp dn. - K hoch Sustainable Living: Unilever c nhng k hoch y tham vng pht trin. Tuy nhin chng khng h d thc hin, v vy h cn phi c nhng phng cch mi loi b nhng tc ng n mi trng ng thi gia tng nhng li ch cho x hi trong cc hot ng ca mnh. K hoch ny khng nm ngoi s mn v mc tiu c Unilever qun trit t lu, l s kt hp gia vic gia tng gi tr mang n cho ngi tiu dng v gim thiu tc ng c hi ln mi trng, v nhng kt qu m Unilever mong mun t c nm 2020 l: gip hn mt t ngi thng qua nhng hnh ng ca mnh ci thin chnh sc khe v hnh phc ca h, gim mt na tc ng ln mi trng ca vic sn xut v tiu dng sn phm, ci thin li sng ca hng ngn ngi trong chui cung ng.

7. KT LUN V KIN NGH

Tiu lun ny a ra mt ci nhn s lc v ngnh cng nghip sn xut hng tiu dng v mt trong nhng cng ty thnh cng nht trong ngnh, Tp on Unilever trong xem xt mi trng bn trong v bn ngoi ca n. Qua phn tch, ta thy c nhng chin lc ton cu ca Unilever ph hp vi s mnh m n gnh vc, iu em li thnh cng ton cu cho Unilever. Tuy nhin vn cn mt s iu m Unilever cn phi xem xt tip tc pht trin ln mnh hn, l vic ch n vic thng nht lnh o ca Tp on kt hp c nhng ngun lc t thn, y mnh hot ng mua li nhm ginh c nhiu hn cc li th cnh tranh v th phn, nghin cu th trng mi v ang pht trin khng b qua trin vng to ln trc khi b i th nm bt, ch trng hn n cng tc nghin cu khi thm nhp vo mt quc gia trnh tnh trng vn ha kinh doanh khng ph hp, dn n lng ph ngun lc