CU TRC T CHC NHN S CA GM Tm nhn GM quyt tm tr thnh cng ty dn u trong lnh vc giao thng vn ti.

GM quyt tm s dnh c s u i ca khch hng bng cch tip tc pht trin s hon thin, k nng lm vic nhm v s sng to ca nhn vin GM. S mnh GM s tr thnh ngi dn u ngnh ch khng phi l ngi theo sau. ly li th phn mt vo tay nhng i th cnh tranh nc ngoi, v mt ln na tr thnh nh lnh o trong ngnh cng nghip t v bn hng cng nh th phn trong th trng ton cu ngy nay CHIN LC KINH DOANH QUC T 1. Chin lc ton cu

Trc nm 1997, cc nc ang pht trin, GM theo ui mt chin lc ton cu, da trn gi nh rng cng ty c nng lc m cc cng ty khc khng c trong nhng th trng ny. Tuy nhin, so vi nhng cng ty a quc gia gia nhp vo cc nc ang pht trin, k nng ca GM khng cn l c o. Ngoi ra, khi ngi tiu dng tr nn thc hn v vic h ngy cng c nhiu s la chn hn, h cho rng GM nh gi h khng cao bng cch bn ra ti y ra nhng sn phm lc hu, li thi. 2. Chin lc a ni a General Motors (GM), mt cng ty sn xut t th gii kh bn b vi chin lc a ni a. Mt cng ty theo ui chin lc a quc gia (a ni a) thng nh hng t c ti a ha vic p ng nhu cu a phng. c tnh c bn phn bit cng ty a quc gia, l, h c bit ha mt cch rng ri c vic cung cp sn phm v chin lc marketing ca h p ng vi cc iu kin quc gia khc nhau. Lin quan vi cch tip cn ny, h c khuynh hng thit lp mt chui cc hot ng sng to gi tr - bao gm sn xut, marketing v R&D trong mi th trng ch yu m n tin hnh hot ng sn xut kinh doanh. Kt qu l, h kh c th thc hin gi tr t hiu ng ng cong kinh nghim v tnh kinh t. Do , nhiu hng a quc gia c cu trc chi ph cao v cng c khuynh hng khai thc mt cch khim tn cc nng lc ct li m cng ty c c. Ti th trng Bc M (M, Canada): Cui nhng nm 1990, kinh t M pht trin, GM i u vi Ford trong cuc chin bn xe ti nh v xe th thao. GM tng thng bo k hoch u t hn 500 triu USD ch to dng xe con mi Chevy Cruze ti M. Trc nm 1997, ti chu u, GM ang theo ui mt chin lc a ni a, chin lc ny c hiu qu khi p ng c yu cu ca a phng trong trng hp khng chu nhiu p lc v gi. Tuy nhin, khi nhng th trng ny ngy mt cnh tranh hn, chi ph cao ca GM bt u l mt hn ch nghim trng. Ti ng Nam : Chevrolet hin din ti cc th trng trong khu vc ng Nam nh Malaysia, Singapore, Indonesia, Philippines v Vit Nam. Bn cnh , GM cng lun ng h chnh sch ca Chnh ph Thi khi ln k hoch pht trin cc dng xe c nh thn thin mi trng.

3. Chin lc xuyn quc gia T nm 1997, chin lc ca GM bt u chuyn sang chin lc xuyn quc gia, y mnh ci bin cc sn phm p ng tt hn cho nhu cu ca mi khu vc. Chin lc xuyn quc gia hiu qu nht khi cc cng ty sng to ra gi tr thng qua vic theo ui ng thi chin lc khc bit v chi ph thp. GM c v nh tm thy mt s ph hp gia cc cp kinh doanh v chin lc ton cu. Mt chin lc xuyn quc gia kh khn t c, nhng nu GM c th thnh cng, h c th thu c li nhun cao.

4. Chin lc dn u vi chi ph thp GM cng l mt trong nhng cng ty tin phong trong chin lc dn u vi chi ph thp, c bit l thi gian hi sinh sau s kin ph sn. Cc i th cnh tranh t chu cho ra i nhng dng xe nh gn, tit kim nng lng vi gi trung bnh. iu ny gp phn khin cng ty GM tt dc thm hi dn n ph sn. V vy, hi sinh, GM tin hnh mt lot ci cch, trong c

chin lc gi c mi v tn cng th trng mi, in hnh l quc gia ng dn nht Trung Quc. Thay th nhng dng xe xa x, t tin, khng hiu qu l nhng dng xe ph hp vi ngi thu nhp trung bnh. V d: sn phm xe hp tc gia GM v Trung Quc tung ra th trng sp ti gi ch 7.000USD/chic. 5. Chin lc khc bit ha Trc thi im ph sn nm 2009, cng ty GM tp trung xy dng hnh nh tp on t vi cng ngh hin i, xa x v sang trng. H dng thng hiu General Motors nng gi tr cng nh gi bn ca sn phm. T khi hi sinh tr li, cng ty ch ng thay i, xy dng mt hnh nh mi. Nhng dng xe t sau ny ca GM vi gi c trung bnh, gn gi vi tng lp ngi tiu dng ph thng v s dng cng ngh nhin liu sch. Gim c Marketing ca cng ty gn y pht biu: General Motors cn xy dng thng hiu tiu dng mnh nht, ch khng nht thit l mt thng hiu t mnh nht. CHIN LC C CU T CHC 1. Cu trc t chc ca GM trong giai on u

Trong giai on u, GM t chc kinh doanh quc t theo hnh thc phng xut khu. Ra i nm 1908, GM khi xng loi hnh cng ty c nhiu cng ty con khc nhau bng cch sp nhp cc nh sn xut xe hi khc nh Oldsmobile, Cadillac, v cui cng l Chevrolet. Di s lnh o ca Alfred P. Sloan, GM a ra tng mt chic xe cho mi mc ch gn vi cc thng hiu. Mi nh sn xut chu trch nhim mt dng sn phm dnh cho mt tng lp khch hng nht nh. Vo nhng nm 20, GM bt u bnh trng hot ng ra th trng quc t. GM thnh lp ring mt cng ty xut khu (GM Export Company), cng ty ny m nhim cc khu ca hot ng xut khu ra th trng nc ngoi. Hot ng c lp vi b phn Marketing, lnh o phng ny c th bo co trc tip lnh o cp cao ca GM. Cng ty xut khu ny bao gm c hot ng Marketing y ch khng n thun ch l bn hng. Vic xy dng mt b phn ring bit, vi chc nng chnh l tp trung vo hot ng xut khu gip GM d dng kim sot c s lng sn phm tiu th trn ton cu ca mnh.

L do GM s dng cu trc ny: Quan im ca nh lnh o lc by gi, m c th l ng Alfred P. Sloan cho rng mi mi chic xe cho mt mc ch do mi dng xe s c qun l theo nhng b phn c lp vi nhau. GM lc ny ang mun m rng hot ng sang th trng quc t, cng ty theo ui chin lc ton cu, GM chun ha sn phm bn c trn nhiu th trng khc nhau, ti a ha li nhun, do hnh thc phng xut khu s gip GM y mnh hot ng bn sn phm sang cc th trng ln cn. Trong nhng nm u ca GM, vic s dng c cu ny gip cng ty y mnh pht trin hot ng kinh doanh quc t v ng thi nm bt nhng nhu cu ca th trng by gi cho ra nhng sn phm tt v khc bit. 2. B phn quc t Trong giai on nhng nm cui ca th k 20, GM xy dng chin lc t chc theo m hnh phn b quc t. Nhng hot ng ca cng ty trn th trng quc t c chuyn vo mt b phn chuyn bit v quc t. B phn ny cp ngang vi cc b phn ni a v chu trch nhim tt c cc hot ng nc ngoi. Nh vy, GM c th phn tn hot ng ca mnh trn ton cu.

c v

B phn chuyn bit ny gm: GM Chu u; GM chu Thi Bnh Dng; GM khu vc chu M Latinh, chu Phi v Trung ng.

L do GM chuyn i sang c cu phn b quc t: Hot ng sn xut ca GM c m rng trn ton th gii, sn phm ca cng ty c bn rng ri. Do , cng ty cn mt b phn qun l nhng hot ng sn xut quc t mt cch chuyn nghip hn, phng xut khu khng pht huy c kh nng m thay vo l phn b iu hnh quc t. Chin lc kinh doanh quc t ca cng ty lc ny khng nhm n chin lc ton cu m thay i sang chin lc kinh doanh a th trng ni a, nn cng ty thit lp b phn quc t gm nhiu 3 mng th trng khc nhau nhm p ng tt nhu cu ti tng th trng a phng. Cu trc khu vc ton cu Sau GM cho trin khai cu trc khu vc ton cu. Trong , mi b phn hnh thnh da trn bin gii chnh tr, s tng ng vn ha, kinh t, vin cnh kinh doanh, hi nhp khu vc, nhng cn nhc v thu, logistic. Nhng nh qun tr khu vc chu trch nhim v tt c cc hot ng trong khu vc v bo co kt qu trc tip vi CEO, qua n gin vic gim st nhng hot ng nc ngoi. Hot ng ca t chc c tri ra trn mt din tch rng cho thy u im ca cu trc khu vc ton cu l tt c cc hot ng c qun l vi nhau theo khu vc. Bn cnh , c im ring ca tng khu vc s to thun li cho vic thc y s tp trung theo a phng. Ngoi ra, nhng kinh nghim tch ly c t a phng s l nn tng cho vic o to cc cp qun l cao hn mt cch c hiu qu. i vi nhng cng ty m sn phm c mt trn ton cu nh GM th vic xy dng c cu t chc theo khu vc a l s gip cng ty d kim sot c hot ng ca mnh hn.

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L do GM t chc theo m hnh cu trc khu vc ton cu: Cng ty tip tc theo ui chin lc a th trng ni a. tng khu vc th trng, GM ch ng cho ra nhng dng xe c trng ph hp vi nhu cu ca ngi tiu dng bn a. GM cng theo ui chin lc dn u vi chi ph thp. Khi m rng sang th trng cc nc ang pht trin, vic p dng mt chin lc gi thp thm nhp th trng kt hp vi cu trc khu vc ton cu gip GM dnh c th phn ln ti nhng th trng y tim nng ny. Nm 2003, li nhun rng ca GM l 3,8 t USD trn tng doanh thu bn hng l 186 t USD. Tng chng nh khng g c th e da c v th ca tp on ny trn cc th trng ca M cng nh trn th gii. Chin lc ng n phi i km vi mt c cu t chc hp l mi thc s pht huy c tc dng, v cu trc khu vc ton cu gp phn vo nhng thnh cng ca GM trong giai on ny. Tuy nhin cu trc khu vc ton cu cng sm bc l nhng khuyt im ca n: Nhiu khu vc a l khng chu s qun l cht ch ca cng ty, hot ng nh mt khu t tr v tr nn ri rc vi ch th chnh ca n. Gia cc khu vc a l khng c s lin kt cc hot ng kinh doanh quc t. Qu nhiu th tc c tp trung ti b phn cp cao ca tp on. Quyn t quyt nh ca cc phn b ph trch tng sn phm l khng cao, cc quyt nh v sn phm u phi c thng qua cp trn. 4. Cu trc ma trn ton cu

Trong giai on pht trin huy hong, GM xy dng chin lc t chc kinh doanh quc t theo m hnh ma trn nhm kim sot mng li kinh doanh rng khp ca mnh. Cu trc ma trn ton cu bao gm ng thi nhng cu trc chng ln nhau, nhn vin phi ng thi bo cho nh qun tr chc nng v nh qun tr sn phm. Mt trong nhng li th ca cu trc ma trn l n to iu kin cho vic s dng i ng nhn vin v cc thit b c chuyn mn ha. GM s dng cu trc ma trn kt hp cc nhm sn phm vi cc n v a l. Nh qun tr sn phm kt hp cc ngun lc m bo kh nng sinh li ca sn phm, cn nh qun tr vng chu trch nhim kinh doanh trong vng. Nhng kh khn ca mt t chc ma trn pht sinh t cu trc bo co kp. Nh qun tr cp cao ca t chc phi quan tm nhiu n vic thit lp k hoch cho s pht trin ca d n v gi cho cc knh giao tip c r rng cc cuc xung t tim n khng pht sinh v cn tr chc nng t chc.

L do GM t chc theo m hnh ma trn ton cu: Trong giai on ny, GM xy dng chin lc kinh doanh xuyn quc gia nhm gii quyt p lc gim chi ph ng thi p ng yu cu a phng. Cu trc khu vc ton cu t ra khng cn ph hp vi chin lc kinh doanh ca cng ty. Theo cc chuyn gia trong lnh vc thit k c cu t chc th m hnh t chc ph hp nht vi chin lc xuyn quc gia chnh l ma trn. Vic t chc theo cu trc ma trn ton cu gii quyt c bi ton qun l cho GM. Cc nh my ca GM hot ng trn nhiu khu vc v sn xut cc dng sn phm khc nhau cn phi c mt s phi hp gia cu trc sn phm v cu trc khu vc. GM p ng c nhng tiu chun ca cu trc ma trn l c 1 h thng sn xut pht trin trn ton th gii v c kh nng phi hp, kim sot gia cc cp qun l. ng thi c kh nng p ng c nhu cu a phng, c trnh qun l v hun luyn nhn vin. GM gp khng hong v hi phc bng cch ti lp li c cu t chc mi

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Khi khng hong kinh t (2008) n ra GM gn nh ng bn b vc ph sn. Kt qu l n ngy 1/6/2009, General Motors (GM) chnh thc np n xin bo h ph sn, bc vo thi k ti c cu ton din. General Motors lm vo khng hong trm trng trong giai on 2000 2008 v mt trong nhng yu t dn n kt cc ph sn chnh l do nhng bt cp trong c cu t chc m bt ngun t s ri rm ca cu trc ma trn. C hn 20 cp qun l gia mt nhn vin bn hng trong mt c s bn l ca GM v CEO ca GM. C rt nhiu mc v yu cu chng cho gia cc chc nng ngang hng ti mi thi im. Mt vn cn phi c s ng v quyt nh ca hai hay ba nh qun tr lm gim kh nng tha hip, gy ra phn ng chm v s gim quyn lc. Thng tin phn hi khng kp thi cng lm gim hiu qu cng vic, gy kh khn trong vic ra quyt nh. Trong thi im cn phi ct gim mi chi ph cn thit th c cu ma trn ny li pht sinh qu nhiu chi ph qun l, cng lm trm trng thm tnh hnh ti chnh ca cng ty. Vi mt t chc ln nh GM c cn phi c mt cu trc qun l ph hp, v n s l mt cu trc ln v phc tp. Tuy nhin, chnh cu trc ny cn tr GM trong vic hiu bit cc vn pht sinh ca khch hng, vi cc i l ca n v trong ni b cng ty. General Motors l v d ca mt cng ty c mt s thay i t chc duy tr kh nng cnh tranh trong ngnh cng nghip xe hi ni chung. Thay i trc ca c cu t chc khng pht huy c hiu qu. Ph sn c s dng nh l cu cnh duy nht thc hin cc thay i trong xy dng t chc. cng chnh l c hi dn n tng trng v pht trin ca cng ty. Bng cch thu gn b my qun l, GM c mt ban iu hnh gn nh v trc tip hn. Bn cnh , chin lc loi b nhng dng xe khng cn ph hp vi nhu cu hin ti v b sung cc dng xe nh hn, tit kim nhin liu hn v xanh hn em n s hi sinh cho GM. Tinh gin b my c th a ra cc quyt nh nhanh nhy hn vi th trng. K c cc lnh o hng u ca GM cng tha nhn rng trong nhiu nm nay b my cng knh v phc tp ca cng ty lm nh tr cc quyt sch cng nh tnh nhanh nhy trong vic thay i mu m. Gi y, gi xng bin ng, nn kinh t thay i, cc nh sn xut xe hi cng phi nhanh chng cp thi theo.

Henderson, lnh o cp cao ca GM cho bit cng ty ct gim 35% b my lnh o v 20% nhn vin vn phng trong nm 2010. Hng cng s lu tm hn ti th trng Bc M - th trng truyn thng ca GM. Tri ngc vi m hnh t chc truyn thng, mt m hnh t chc c chuyn i l thng nht v tp trung. M hnh ny bao gm mt i ng lm vic hng ti t c mt mc tiu chung Trong m hnh ny, c Ban chin lc ton cu nhm gip cho vic trao i thng tin v m bo nhng chin lc ca tt c chi nhnh theo ng chin lc ton cu ca cng ty. Ch c nhng quy trnh trng im gi li, tp trung ch yu vo: R&D; Ti chnh; Quan h nhn s; Chnh sch cng. S chuyn i ny tc ng ng k n lc lng lao ng ti General Motors. Cc nhn vin, bao gm c qun l, ti General Motors phi hc nhng k nng cn thit, v d, mi nh sn xut t c lp s dng phn mm my tnh khc nhau trong m hnh t chc truyn thng gy ra nhiu kh khn trong truyn thng ni b cng ty. Cc nhn vin ti General Motors phi hc mt chng trnh phn mm chung p dng cho tt c cc vn phng General Motors. y l mt n lc ln vic thng tin lin lc c d dng v thun tin hn. Cc k s ca General Motors cng phi tp trung v hc hi cc phng php khc ng dng trong thit k v k thut. Nhn vin cn hc cch giao tip v lm vic nhm ch khng phi l nhng c nhn hon thnh cng vic mt cch ring r. General Motors thit lp h thng h tr ti ch m bo cc thay i c thc hin thnh cng, v Hi ng Chin lc, y ban qun l c thnh lp. Cc cuc hp hng thng l bt buc, nhng vn phng trn ton cu tham d cc cuc hp qua in thoi. Tt c ngi ng u cc hot ng trong khu vc s s dng cc cuc hp ny thng bo cho Gim c iu hnh ca s tin trin ca vic chuyn i. Cc cuc hp to cho tt c nhn vin s ng lng v thc lm vic hng ti nhng mc tiu chung; cng l mt ng gp ln ca m hnh t chc chuyn i. QUN TR NGUN NHN LC QUC T Nhn vin chnh thc ca GM c phn chia vo mt trong nhng nhm khc nhau, gi l Employee Resource Groups. Nhng nhm ny theo nh hng h tr duy tr v pht trin chuyn mn, bn cnh tch cc thc y cc sng kin a dng trong cng ng. Thnh vin ca cc nhm c th cung cp ci nhn su sc n pht trin sn phm ca GM, hoc y cng l i ng thit k v marketing m bo GM p ng tt nhu cu ca ngi tiu dng trn khp th gii. Affinity Group for Women (AGW) h tr ph n trong vic qun l s nghip ca h v pht trin chuyn nghip cung cp mt chng trnh t vn, hi tho pht trin ngh thut lnh o v c hi kt ni thng xuyn. Tham gia t chc t thin gip cc b m c thn v gia nh ca h Asian Indian Affinity Group (AIAG) lin kt cho nhn vin GM t cc nc tiu lc a n , cng ty ni chung v cng ng bn ngoi to ra nhn thc su hn v vn ha, tn ngng v cc gi tr ca a phng bng cch truyn ti cng c gio dc v ngun lc n nhn vin GM v mng li i l ca n GM Chinese Affinity Group (CAG) cung cp c hi nng cao nhn thc v tng tc v vn ha x hi Trung Quc. Vo dp tt m lch hng nm, CAG ku gi tt c cc nhn vin n vui chi v chia s tm nhn vi ban lnh o vi khn gi ton cu ca GM People Like US (GM PLUS) GM PLUS l nhm dnh nhn vin thuc Gii tnh th 3 v ngi chuyn gii Tm nhn ca nhm l tt c cc nhn vin GM u cm thy an ton, tn trng, c gi tr v h tr ti ni lm vic ca h Vietnamese Affinity Group (VIET) VIET nhm mc ch cung cp nhn vin GM mt phng tin kt ni vi cng ng a phng ti Vit Nam CHNG TRNH O TO V PHT TRIN 1. o to tiu chun ha

GMs Leadership Development Program

trang b cho nhiu c nhn kh nng lnh o bt buc phi c trong giai on chuyn giao v tr ti cng ty GM's Technical Education Program cung cp kin thc cho nhn vin k thut ca GM. Chng trnh cng trang b cho nhn vin kin thc tin tin v c th, duy tr kh nng cnh tranh ca GM trong lnh vc t 2. o to chuyn bit

General Motors Learning (GML) GML c 11 chuyn ngnh, gn lin vi qu trnh ton cu v ph hp vi nhng thch thc khc nhau trong tng lnh vc kinh doanh ca GM GM Jumpstart (JS) JumpStart gip nhn vin mi thch nghi vi mi trng t chc ton cu bng cch to iu kin thun li cho h m rng mi quan h v pht trin k nng lnh o CHNH SCH U I DNH CHO NHN VIN C hi u t vo GM Cung cp bo him nhn th v tr cp tn tt cho nhn vin. Mi nm c 16 ngy ngh c tnh lng Nhn vin v ngi thn trong gia nh khi mua xe ca GM s c gim gi ng k

TUYN CHN NHN S V khi xt tuyn chn nhn vin vo mt v tr, GM u da trn 3 tiu ch: Kin thc, K nng v Thi 1. Kin thc: yu cu bt buc l bn cn phi kinh nghim trn lnh vc m bn mun lm vic trong cng ty, v s nm kinh nghim cng nh bng cp (tt nghip cp 3; c nhn; thc s, tin s) ph thuc vo v tr bn chn. GM, c cc v tr sau y: Staff; Officer; Supervisor; Senior Manager/Manager; Top Management. Chng hn v tr Finance Manager ti GM, bn cn phi c bng MBA ngnh Ti chnh v t nht 3 nm kinh nghim trong vic phn tch ti chnh, pht trin ngn sch cng ty. K nng: cng tu thuc vo lnh vc v v tr bn la chn. Nhng c mt s k nng GM lun yu cu i vi mi cng vic: - Ting Anh lu lot c trong k nng ni v vit. - K nng giao tip tt - Tnh c lp cao, th hin qua k nng t phn tch v gii quyt vn - Kh nng lm vic nhm hiu qu - Thnh tho cc phn mm vi tnh vn phng - K nng thuyt trnh tt Thi : GM lun sn sng cho n nhng c nhn c thi : - T duy tch cc - Tun th ng thi hn a ra - Nhit tnh, nng ng, t thc y bn thn, coi trng hiu qu cng vic - Ham hc hi - Sn sng lm vic thm gi - Chu c p lc cng vic

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