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CHNG 1 : GII THIU V QUN TR CHUI CUNG NG

I. TNG QUAN V QUN TR CHUI CUNG NG

1. nh ngha v chui cung ng Cnh tranh mt cch thnh cng trong bt k mi trng kinh doanh no hin nay i hi cc doanh nghip phi tham gia vo cng vic kinh doanh ca nh cung cp cng nh khch hng ca n. iu ny yu cu cc doanh nghip khi p ng sn phm hoc dch v m khch hng cn phi quan tm su sc hn n dng dch chuyn nguyn vt liu, cch thc thit k v ng gi sn phm v dch v ca nh cung cp, cch thc vn chuyn v bo qun sn phm hon thnh v nhng iu m ngi tiu dng hoc khch hng cui cng thc s yu cu (v d nh c nhiu doanh nghip c th khng bit sn phm ca h c s dng nh th no trng vic to ra sn phm cui cng m khch hng s dng). Hn na, trong bi cnh cnh tranh khc lit th trng ton cu hin nay, vic gii thiu sn phm mi vi chu k sng ngy cng ngn hn, cng vi mc k vng ngy cng cao ca khch hng thc y cc doanh nghip phi u t, v tp trung nhiu vo chui cung ng ca n. iu ny, cng vi nhng tin b lin tc trong cng ngh truyn thng v vn ti (v d, truyn thng di ng, Internet v phn phi hng qua m), thc y s pht trin khng ngng ca chui cung ng v nhng k thut qun l n. Trong mt chui cung ng in hnh, nguyn vt liu c mua mt hoc nhiu nh cung cp; cc b phn c sn xut mt nh my hoc nhiu hn, sau c vn chuyn n nh kho lu tr giai on trung gian v cui cng n nh bn l v khch hng. V vy, gim thiu chi ph v ci tin mc phc v, cc chin lc chui cung ng hiu qu phi xem xt n s tng tc cc cp khc nhau trong chui cung ng. Chui cung ng, cng c xem nh mng li hu cn, bao gm cc nh cung cp, cc trung tm sn xut, nh kho, cc trung tm phn phi, v cc ca hng bn l, cng nh nguyn vt liu, tn kho trong qu trnh sn xut v sn phm hon thnh dch chuyn gia cc c s (xem hnh 1-1) Hnh 1-1: Chui cung ng in hnh
Dng sn phm v dch v Thu hi v ti ch Nh cung cp nguyn vt liu Nh sn xut linh kin trung gian Chi ph sn xut Nh kho v trung tm phn phi Nh sn xut sn phm cui cng

Khch hng

Chi ph nguyn vt liu

Chi ph vn chuyn

Chi ph tn kho

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Qun tr chui cung ng

C rt nhiu nh ngha v qun tr chui cung ng, nhng chng ta bt u s tho lun vi chui cung ng. Chui cung ng l g? Chui cung ng bao gm tt c cc doanh nghip tham gia, mt cch trc tip hay gin tip, trong vic p ng nhu cu khch hng. Chui cung ng khng ch bao gm nh sn xut v nh cung cp, m cn cng ty vn ti, nh kho, nh bn l v khch hng ca n. V d mt chui cung ng, cn c gi l mng li hu cn, bt u vi cc doanh nghip khai thc nguyn vt liu t t- chng hn nh qung st, du m, g v lng thc v bn chng cho cc doanh nghip sn xut nguyn vt liu. Cc doanh nghip ny, ng vai tr nh ngi t hng v sau khi nhn cc yu cu v chi tit k thut t cc nh sn xut linh kin, s dch chuyn nguyn vt liu ny thnh cc nguyn liu dng c cho cc khch hng ny (nguyn liu nh tm thp, nhm, ng , g x v thc phm kim tra). Cc nh sn xut linh kin, p ng n hng v yu cu t khch hng ca h (nh sn xut sn phm cui cng) tin hnh sn xut v bn linh kin, chi tit trung gian (dy in, vi, cc chi tit hn, nhng chi tit cn thit...). Nh sn xut sn phm cui cng (cc cng ty nh IBM, General Motors, Coca-Cola) lp rp sn phm hon thnh v bn chng cho ngi bn s hoc nh phn phi v sau h s bn chng li cho nh bn l v nh bn l bn sn phm n ngi tiu dng cui cng. Chng ta mua sn phm trn c s gi, cht lng, tnh sn sng, s bo qun v danh ting v hy vng rng chng tha mn yu cu m mong i ca chng ta. Sau chng ta cn tr sn phm hoc cc chi tit cn sa cha hoc ti ch chng. Cc hot ng hu cn ngc ny cng bao gm trong chui cung ng. Bn trong mi t chc, chng hn nh sn xut, chui cung ng bao gm tt c cc chc nng lin quan n vic nhn v p ng nhu cu khch hng. Nhng chc nng ny bao gm, nhng khng b hn ch, pht trin sn phm mi, marketing, sn xut, phn phi, ti chnh v dch v khch hng. Khi nghin cu hnh 1-1, cc doanh nghip nm khu vc gia c xem nh doanh nghip trung tm. Trong khi doanh nghip trung tm dc gii thiu phn ny v cui chng nh l doanh nghip lp rp sn phm cui cng, n c th l bt c doanh nghip no tham gia trong chui cung ng, ty thuc vo phm vi tham chiu ca nh qun tr khi xem xt m hnh. Tt c cc sn phm n tay ngi tiu dng thng qua mt vi hnh thc ca chui cung ng, c mt s th ln hn v mt s th phc tp hn rt nhiu. Vi tng chui cung ng ny, chng ta d dng nhn thy rng ch c mt ngun to ra li nhun duy nht cho ton chui l khch hng cui cng. Khi cc doanh nghip ring l trong chui cung ng ra cc quyt nh kinh doanh m khng quan tm n cc thnh vin khc trong chui, iu ny rt cuc dn n gi bn cho khch hng cui cng l rt cao, mc phc v chui cung ng thp v iu ny lm cho nhu cu khch hng tiu dng cui cng tr nn thp. C rt nhiu doanh nghip khc lin quan mt cch gin tip n hu ht cc chui cung ng, v h ng vai tr quan trng trong vic phn phi sn phm cui cng cho khch hng. H chnh l cc nh cung cp dch v, chng hn nh cc cng ty vn ti ng khng v ng b, cc nh cung cp h thng thng tin, cc cng ty kinh doanh kho bi, cc hng mi gii vn ti, cc i l v cc nh t vn. Cc doanh nghip cung cp dch v ny c bit hu ch i vi cc doanh nghip trong a s chui cung ng, v h c th mua sn phm ni h cn, cho php ngi mua v ngi bn giao tip mt cch hiu qu, cho php doanh nghip phc v cc th trng xa xi, gip cc doanh nghip tit kim tin trong vn ti ni a v quc t, v ni chung cho php doanh nghip phc v tt khch hng vi chi ph thp nht c th. Xem xt khi mt khch hng i vo ca hng bn l G7 ca Trung Nguyn mua bt git. Chui cung ng bt u vi khch hng v nhu cu v bt git. Giai on k tip ca chui cung ng ny l ca hng bn l G7 m khch hng gh n. G7 lu tr tn kho phc v nhu cu ca khch hng cho nhng sn phm G7 t qun l hoc c cung cp t mt nh phn phi. Nh phn phi nhn hng t cc cng ty sn xut, chng hn nh P&G. Nh my sn xut ca P&G nhn nguyn vt liu t rt nhiu nh cung cp khc nhau m chnh nhng nh cung cp ny li nhn hng t cc nh cung cp khc na. V d, nguyn liu ng gi bao b n t

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cng ty bao b Thanh Tm trong khi chnh cng ty ny nhn nguyn vt liu sn xut bao b cho t cc nh cung cp khc. Chui cung cp ny c minh ha hnh 1-2. Hnh 1-2: Cc giai on ca chui cung ng bt git Cng ty g Doanh nghip giy Cng ty Thanh Tm

P&G v nh sn xut khc Cng ty ha cht Nh sn xut cht do

G7 hoc cng ty phn phi

Ca hng G7

Khch hng

Chui cung ng l nng ng v lin quan n dng thng tin nht nh, sn phm v ti chnh gia cc giai on khc nhau. Trong v d ca chng ti, G7 cung cp sn phm, cng nh gi c v s sn sng v thng tin, cho khch hng. Khch hng s tr tin cho G7. G7 s truyn ti d liu bn hng cng nh n t hng n nh kho hoc nh phn phi, v h s chuyn hng n ca hng. i li G7 s chuyn tin cho nh phn phi sau khi nhn c hng. Nh phn phi cng cung cp thng tin v gi c v gi lch trnh giao hng cho G7. Dng thng tin, nguyn vt liu v ti chnh s lun chuyn trong ton chui cung ng. Trong mt v d khc, khi khch hng mua trc tuyn my tnh Dell, bn cnh cc thnh vin khc, chui cung cp bao gm khch hng. Trang web ca cng ty Dell s nhn n t hng ca khch hng, nh my lp rp ca Dell, v tt c nh cung cp ca Dell. Trang web cung cp cho khch hng thng tin v sn phm, chng loi sn phm v tnh sn sng ca sn phm. Khch hng khi truy cp vo trang web, tm hiu thng tin v sn phm, gi c v thc hin vic t hng i km vi th tc v phng thc thanh ton qua mng. Sau khch hng s tr li trang web kim tra tnh trng ca n hng. Cc giai on su hn trong chui cung cp s dng thng tin v n hng ca khch hng p ng yu cu. Tin trnh lin quan n dng thng tin thm, v sn phm v ti chnh gia cc giai on khc nhau ca chui cung ng. Nhng v d ny minh ha rng khch hng l thnh t tin quyt ca chui cung ng. Mc ch then cht cho s hin hu ca bt k chui cung ng no l tha mn nhu cu khch hng, trong tin trnh to ra li nhun cho chnh n. Cc hot ng chui cung ng bt u vi n t hng ca khch hng v kt thc khi khch hng thanh ton n t hng ca h. Thut ng chui cung ng gi nn hnh nh sn hm hoc cung cp dch chuyn t nh cung cp n nh sn xut n nh phn phi n nh bn l n khch hng dc theo chui cung ng. iu quan trng l phi mng tng dng thng tin, sn phm v ti chnh dc c hai hng ca chui ny. Trong thc t, nh sn xut c th nhn nguyn liu t vi nh cung cp v sau cung ng n nh phn phi. V vy, a s cc chui cung ng thc s l cc mng li. C rt nhiu nh ngha v qun tr chui cung ng. Theo Vin qun tr cung ng m t qun tr chui cung ng l vic thit k v qun l cc tin trnh xuyn sut, to gi tr cho cc t chc p ng nhu cu thc s ca khch hng cui cng. S pht trin v tch hp ngun lc con ngi v cng ngh l then cht cho vic tch hp chui cung ng thnh cng.1

The Institute for supply management, Glossary of key purchasing and supply terms, 2000.

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Edited by Foxit Reader Qun tr chui cung ng Copyright(C) by Foxit Software Company,2005-2006 For Evaluation Only.

Theo Hi ng chui cung ng th qun tr chui cung ng l vic qun l cung v cu, xc nh ngun nguyn vt liu v chi tit, sn xut v lp rp, kim tra kho hng v tn kho, tip nhn n hng v qun l n hng, phn phi qua cc knh v phn phi n khch hng cui cng.1 Theo hi ng qun tr hu cn, mt t chc phi li nhun th qun tr chui cung ng l s phi hp chin lc v h thng cc chc nng kinh doanh truyn thng v cc sch lc xuyn sut cc chc nng ny trong mt cng ty c th v gia cc doanh nghip trong chui cung ng vi mc ch ci thin thnh tch di hn ca cc cng ty n l v ca c chui cung ng.2 Theo TS. Hau Lee v ng tc gi Corey Billington trong bi bo nghin cu th qun tr chui cung ng nh l vic tch hp cc hot ng xy ra cc c s ca mng li nhm to ra nguyn vt liu, dch chuyn chng vo sn phm trung gian v sau n sn phm hon thnh cui cng, v phn phi sn phm n khch hng thng qua h thng phn phi.3 Trong cun sch ny, chng ti gii thiu v gii thch ti sao cc khi nim, cc cng c v h thng h tr ra quyt nh li quan trng cho vic qun tr hiu qu chui cung ng. Nhng qun tr chui cung ng thc cht l g? Chng ti nh ngha n nh sau: Qun tr chui cung ng l tp hp nhng phng thc s dng mt cch tch hp v hiu qu nh cung cp, ngi sn xut, h thng kho bi v cc ca hng nhm phn phi hng ha c sn xut n ng a im, ng lc vi ng yu cu v cht lng, vi mc ch gim thiu chi ph ton h thng trong khi vn tha mn nhng yu cu v mc phc v. Tnh nht qun th hin trong cc nh ngha ny chnh l tng ca s phi hp v hp nht s lng ln cc hot ng lin quan n sn phm trong s cc thnh vin ca chui cung cp nhm ci thin nng sut hot ng, cht lng, v dch v khch hng nhm t c li th cnh tranh bn vng cho tt c cc t chc lin quan n vic cng tc ny. V th, qun tr thnh cng chui cung ng, cc doanh nghip phi lm vic vi nhau bng cch chia s thng tin v nhng iu lin quan chng hn nh d bo nhu cu; cc k hoch sn xut; nhng thay i v cng sut; cc chin lc marketing mi; s pht trin mi sn phm v dch v; s pht trin cng ngh mi; cc k hoch thu mua; ngy giao hng v bt k iu g tc ng n cc k hoch phn phi, sn xut v thu mua. V mt l thuyt, chui cung cp hot ng nh mt n v cnh tranh ring bit v c hu, thc hin nhng vic m nhiu doanh nghip ln, cc doanh nghip hi nhp dc c gng t c v tht bi trong vic thc hin mc tiu ny. im khc bit chnh l cc doanh nghip trong chui cung ng hon ton t do trong vic quyt nh thm nhp hoc ri khi mi quan h chui nu quan h ny khng cn em li li ch cho h; chnh l t chc th trng t do nhm gip chui cung cp vn hnh mt cch hiu qu hn cc khi lin kt dc. V d, khi mt nguyn liu hoc sn phm c th c gi tng trong cung ngn hn th mt doanh nghip c th nhn thy s c li nu chn la trong s nh cung ng mt doanh nghip thch hp nhm m bo ngun cung lin tc chi tit khan him ny. Vic cn nhc ny c th c li cho c i bn- th trng mi cho nh cung cp, iu ny dn n c hi kinh doanh sn phm mi trong tng lai; v vic cung ng tip tc trong di hn vi mc gi n nh cho ngi mua. Sau , khi i th cnh tranh mi bt u sn xut sm phm khan him hoc khi nhu cu st gim, nh cung cp c th khng c cc hng mua nh gi cao; thay vo , doanh nghip c th nhn thy s c li hn trong vic thng lng vi ngi mua tim nng khc v sau chm dt

Courtesy of Supply chain Council, Inc. Courtesy of the Council of Logistics Management. 3 H.L. Lee and C.Billington, The evolution of supply chain management models and practice at Hewlett-packard, Interfaces 25, No. 5(1995); 41-63.
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vi ngi mua ban u. Thng qua v d ny, chng ta c th nhn thy rng chui cung cp v ng v linh hot v v th ny sinh nhiu vn trong vic qun l chng mt cch hiu qu. Trong khi qun tr chui cung cp c th cho php cc t chc nhn thc r thun li ca vic tch hp dc trn c s nhng iu kin chnh yu cho vic qun tr hiu qu vic ny. C l mt yu t quan trng nht chnh l s thay i v vn ha t chc ca tt c thnh vin tham gia trong chui cung ng lm cho h c li hn v qun l hiu qu qun tr chui cung ng. Vi cc cng ty c vn ha t chc theo kiu truyn thng, quan tm n li ch ngn hn v th hnh ng theo nh hng thnh tch theo nhiu cch c th to ra xung t vi mc tiu ca vic qun tr chui cung ng. Qun tr chui cung ng nhn mnh n vic nh v cc t chc theo cch thc gip cho tt c cc thnh vin trong chui u c li. V th, qun tr chui cung ng mt cch hiu qu l thuc rt ln vo mc tin tng, s hp tc, s cng tc v thng tin mt cch trung thc v chnh xc. Cc nh qun tr ph trch thu mua, sn xut, hu cn v vn ti khng ch phi c trang b nhng kin thc cn thit v cc chc nng chui cung ng quan trng m cn phi nh gi v am hiu mc tng tc v nh hng ca cc chc nng ny n ton chui cung ng. Rebecca Morgan, ch tch ca Fulcrum Consulting Works, mt cng ty t vn v qun tr chui cung ng c tr s bang Ohio, pht biu rng rt nhiu cng ty i n cc tha thun m h gi l s cng tc, sau c gn kim sot mi quan h ny t u n cui. Nhiu cng ty sn xut xe hi thc hin iu ny giai on bt u, b ta ni. H a ra nguyn tc n phng: anh s thc hin iu ny cho ti nu anh mun lm n vi ti, khng cn bit n c ngha g vi anh hay khng1. Cch tip cn qun tr chui cung ng kiu ny s khng bao gi thc hin c. Ranh gii ca cc chui cung ng tch hp cng rt linh ng. Mi ngi thng ni rng ranh gii chui cung ng ko di t nh cung cp cho nh cung cp ca doanh nghip n khch hng ca khch hng ca h; ngy nay, hu ht nhng n lc phi hp qun tr chui cung ng ca doanh nghip khng vt ra gii hn ny. Thc ra, trong nhiu trng hp, cc doanh nghip nhn thy rng thc s kh khn gia tng n lc phi hp ngoi nhng khch hng v nh cung cp trc tip quan trng nht ca doanh nghip (thc ra trong mt nghin cu kho st cc doanh nghip th rt nhiu i din ca doanh nghip pht biu rng a s cc n lc trong chui cung ng ch i vi khch hng v nh cung cp bn trong ca doanh nghip m thi).2 Tuy nhin, theo thi gian v nhng kt qu thnh cng bc u, nhiu doanh nghip ang m rng ranh gii chui cung ng ca n. 2. Chui gi tr v chui cung ng Mi ngi s dng nhng tn gi khc nhau cho cc chui hot ng v t chc. Khi con ngi nhn mnh n hat ng sn xut, h xem chng nh l cc quy trnh sn xut; khi h nhn mnh n kha cnh marketing, h gi chng l knh phn phi; khi h nhn gc to ra gi tr, h gi chng l chui gi tr, khi h nhn nhn v cch thc tha mn nhu cu ca khch hng, h gi n l chui nhu cu. y chng ta tp trung vo s dch chuyn nguyn vt liu v thut ng chung nht l chui cung cp. Mt cu hi thng t ra nhng cha c cu tr li r rng- lin quan n vic phn bit v lm r s khc nhau gia chui gi tr v chui cung cp. Micheal Porter- ngi u tin pht biu khi nim chui gi tr vo thp nin 1980, bin lun rng chui gi tr ca mt doanh nghip bao gm cc hot ng chnh v cc hot ng b tr to nn li th cnh tranh khi c cu hnh mt cch thch hp. Tuy nhin khi nim chui gi tr cng c pht trin nh l mt cng c phn tch cnh tranh v chin lc. Porter phn bit cc hot ng chnh v hot ng b tr. Cc hot ng chnh l nhng hot ng hng n vic chuyn i v mt vt l
A. Zieger, Dont Choose the Wrong Supply Chain Partner, Frontline Solutions 4, no. 6 (2003): 1014. K.C. Tan, S.B. Lyman, and J.D. Wisner, Supply Chain Management: A Strategic Perspective, International Journal of Operations and Production Management 2, no. 6 (2002): 61431.
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Qun tr chui cung ng

v qun l sn phm hon thnh cung cp cho khch hng. Nh c minh ha hnh 1-3 th hu cn n v hu cn ra ngoi l cc thnh t quan trng v then cht ca chui gi tr, y chnh l yu t to ra gi tr cho khch hng ca doanh nghip v mang li li ch ti chnh cho cng ty. Vic tch hp mt cch su rng cc chc nng sn xut, bn hng, marketing vi hu cn cng l mt tiu thc quan trng ca chui gi tr. Cc hot ng b tr cho php hoc h tr cc hot ng chnh. Chng c th hng n vic h tr mt hot ng chnh cng nh h tr cc tin trnh chnh. Hnh 1-3: Chui gi tr chung1 Cc hot ng b tr C s h tng ca doanh nghip Qun tr ngun nhn lc Pht trin cng ngh Thu mua Hu cn n Sn xut Hu cn Marketing Dch v v bn khch ngoi ra hng hng

Cc hot ng chnh Porter phn bit v nhm gp thnh nm hot ng chnh: Hu cn n (inbound logistics). Nhng hot ng ny lin quan n vic nhn, lu tr v dch chuyn u vo vo sn phm, chng hn nh qun tr nguyn vt liu, kho bi, kim sot tn kho, ln lch trnh xe c v tr li sn phm cho nh cung cp. Sn xut. Cc hat ng tng ng vi vic chuyn i u vo thnh sn phm hon thnh, chng hn nh gia cng c kh, ng gi, lp rp, bo tr thit b, kim tra, in n v qun l c s vt cht. Hu cn ra ngoi (outbound logistics). y l nhng hot ng kt hp vi vic thu thp, lu tr v phn phi hng ha vt cht sn phm n ngi mua, chng hn nh qun l kho bi cho sn phm hon thnh, qun tr nguyn vt liu, qun l phng tin vn ti, x l n hng v ln lch trnh-k hoch. Marketing v bn hng. Nhng hot ng ny lin quan n vic qung co, khuyn mi, la chn knh phn phi, qun tr mi quan h gia cc thnh vin trong knh v nh gi. Dch v khch hng. Cc hot ng lin quan n vic cung cp dch v nhm gia tng hoc duy tr gi tr ca sn phm, chng hn nh ci t, sa cha v bo tr, o to, cung cp thit b thay th v iu chnh sn phm. Cc hot ng b tr c nhm thnh bn loi: Thu mua. Thu mua lin quan n chc nng mua nguyn vt liu u vo c s dng trong chui gi tr ca cng ty. Vic ny bao gm nguyn vt liu, nh cung cp v cc thit b khc cng nh ti sn chng hn nh my mc, thit b th nghim, cc dng c vn phng v nh xng. Nhng v d ny minh ha rng cc u vo c mua c th lin h vi cc hat ng chnh cng nh cc hot ng b tr. y chnh l l do khin Porter phn loi thu mua nh mt hot ng b tr ch khng phi l hat ng chnh

Michael Porter, Competitive Advantage (New York: The Free Press, 1985), 37.

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Pht trin cng ngh. Cng ngh c ngha rt rng trong bi cnh ny, v theo quan im ca Porter th mi hat ng u gn lin vi cng ngh, c th l b quyt, cc quy trnh th tc hoc cng ngh c s dng trong tin trnh hoc thit k sn phm. a phn cc hat ng gi tr s dng mt cng ngh kt hp mt s lng ln cc tiu cng ngh khc nhau lin quan n cc lnh vc khoa hc khc nhau Qun tr ngun nhn lc. y chnh l nhng hot ng lin quan n vic chiu m, tuyn dng, o to, pht trin v qun tr th lao cho ton th nhn vin trong t chc, c hiu lc cho c cc hat ng chnh v hot ng b tr. C s h tng cng ty. Cng ty nhn nhn gc tng qut chnh l khch hng ca nhng hot ng ny. Chng khng h tr ch cho mt hoc nhiu cc hot ng chnhm thay vo chng h tr cho c t chc. Cc v d ca nhng hot ng ny chnh l vic qun tr, lp k hoch, ti chnh, k ton, tun th quy nh ca lut php, qun tr cht lng v qun tr c s vt cht. Trong cc doanh nghip ln, thng bao gm nhiu n v hot ng, chng ta c th nhn thy rng cc hot ng ny c phn chia gia tr s chnh v cc cng ty hot ng. C s h tng chnh l ti c bn ci nhiu nht v l do ti sao n thay i qu thng xuyn n vy.

Nh tho lun, qun tr chui cung ng tr nn thnh hnh trong sut thp nin 1990 v tip tc l tm im gip cc t chc nng cao kh nng cnh tranh trong th trng ton cu. Qun tr chui cung ng c xem nh ng ng hoc dy dn in nhm qun tr mt cch hu hiu v hiu qu dng sn phm/nguyn liu, dch v, thng tin v ti chnh t nh cung cp ca nh cung cp xuyn qua cc t chc/ cng ty trung gian nhm n vi khch hng ca khch hng hoc mt h thng mng li hu cn gia nh cung cp u tin n khch hng cui cng. Chng ta c th xem chi tit hn hnh 1-4 Hnh 1-4: Chui cung ng tng qut Nh cung cp/ nh bun Lu tr/vn chuyn n Lu tr/vn chuyn ra ngoi Phn phi tiu dng Khch hng

Ngun

Sn xut

Nh vy chng ta c th thy c phn no mi lin h gia chui cung ng v chui gi tr hai hnh trn. K tip chng ti gii thiu mt phin bn iu chnh v m hnh chui gi tr ca Porter. M hnh hiu chnh cng xc nh mt vi chui cung ng quan trng- cc khi nim lin quan v v tr ca chng trong bi cnh ring.(hnh 1-5 trang sau) Cch thc nhm xem xt s khc bit gia chui gi tr v chui cung ng l khi nim ha chui cung ng nh l tp hp con ca chui gi tr. Tt c nhn vin bn trong mt t chc l mt phn ca chui gi tr. iu ny li khng ng i vi chui cung ng. Cc hot ng chnh i din cho b phn hot ng ca chui gi tr, v y chnh l nhng iu m ch n chui cung ng. cp t chc, chui gi tr l rng hn chui cung ng v n bao gm tt c cc hot ng di hnh thc ca cc hot ng chnh v hot ng b tr. Hn na, khi nim chui gi tr ban u tp trung ch yu vo cc hot ng ni b, trong khi chui cung ng, theo nh ngha, tp trung vo c ni b v bn ngoi. phn nh kin hin ti, chng ta phi m rng m hnh chui gi tr ban u, tp trung ch yu vo cc thnh phn ni b, bao gm c nh cung cp v khch hng nm v tr ngc dng v xui dng ca chui so vi t chc trng tm. Cc cp ca nh cung cp v khch hng hnh thnh c s ca chui gi tr m rng hoc khi nim doanh nghip m rng, vi tuyn b rng s thnh cng chnh l chc nng qun l mt cch hiu qu nhm cc doanh nghip lin kt vi nhau qua khch hng v nh cung cp cp u tin (ngha rng doanh nghip ch xem xt nh cung cp v khch hng ca mnh m thi). Thc ra, cc doanh nghip ttin b thu hiu rng qun l chi ph, cht lng v phn

-8-

Qun tr chui cung ng

phi yu cu phi quan tm n nh cung cp cp kh xa so vi doanh nghip (nh cung cp cp hai, ba...). Hnh 1-5: Chui gi tr m rng C s h tng doanh nghip Qun tr ngun nhn lc Pht trin cng ngh Thu mua C3 C3 C3 C3 C3 C3

Cc hot ng b tr

S3 Nguyn liu/Dch v Thng tin/ti chnh/kin thc S C2 S3 2 Nh S3 Khch Hu cn Sn xut Hu cn ra Marketing Dch v S C2 n ngoi & bn hng khch hng hng S3 2 cung cp S3 C2 S S3 2 Cc hot ng chnh

Qun tr vt liu/cung ng

Qun tr knh/phn phi vt cht

Qun tr hu cn/chui cung ng 3. Mc tiu ca chui cung ng nh ngha v qun tr chui cung ng trn dn n mt vi im then cht. Trc ht, qun tr chui cung ng phi cn nhc n tt c cc thnh t ca chui cung ng; nhng tc ng ca n n chi ph v vai tr trong vic sn xut sn phm ph hp vi nhu cu khch hng; t nh cung ng v cc c s sn xut thng qua cc nh kho v trung tm phn phi n nh bn l v cc ca hng. Thc ra, trong cc phn tch chui cung ng, thc s l cn thit phi xt n ngi cung cp ca cc nh cung ng v khch hng ca khch hng bi v h c tc ng n kt qu v hiu qu ca chui cung ng. Th hai, mc tiu ca qun tr chui cung ng l hu hiu v hiu qu trn ton h thng; tng chi ph ca ton h thng t khu vn chuyn, phn phi n tn kho nguyn vt liu, tn kho trong sn xut v thnh phm, cn phi c ti thiu ha. Ni cch khc, mc tiu ca mi chui cung ng l ti a ha gi tr to ra cho ton h thng. Gi tr to ra ca chui cung cp l s khc bit gia gi tr ca sn phm cui cng i vi khch hng v n lc m chui cung cp dng vo vic p ng nhu cu ca khch hng. i vi a s cc chui cung ng thng mi, gi tr lin quan mt thit n li ch ca chui cung ng, s khc bit gia doanh thu m khch hng phi tr cho cng ty i vi vic s dng sn phm v tng chi ph ca c chui cung ng. V d, khch hng khi mua my tnh t cng ty Dell phi tr 2.000 USD, i din cho doanh thu m chui cung ng nhn c. Dell v cc giai on khc ca chui cung ng pht sinh chi ph thu thp thng tin, sn xut b phn v sn phm, lu tr chng, vn ti, dch chuyn ti chnhS khc bit gia 2.000 USD m khch hng tr v tng chi ph pht sinh trong chui cung ng trong vic sn xut v phn phi my vi tnh n khch hng i din cho li nhun ca chui cung ng. Li nhun ca chui cung ng l tng li nhun c chia s xuyn sut chui. Li nhun ca chui cung ng cng cao chng t s thnh cng ca chui cung cp cng ln. Thnh cng ca chui cung ng nn c o lng di gc li nhun ca chui ch khng phi o lng li nhun mi giai on ring l. V vy, trng tm khng ch n gin l

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Gii thiu v qun tr chui cung ng

-9-

vic gim thiu n mc thp nht chi ph vn chuyn hoc ct gim tn kho m hn th na chnh l vn dng cch tip cn h thng vo qun tr chui cung ng. Mt khi chng ta thng nht v cch thc nh gi s thnh cng ca chui cung cp di gc li nhun ca ton chui, bc k tip l tm hiu xem ngun gc ca doanh thu v chi ph. i vi bt k chui cung ng no, ch c mt ngun doanh thu: khch hng. Ti h thng siu th bn l G7, khch hng mua cht ty ra n thun ch l mt ngun ca dng ngn qu dng ca chui cung ng. Tt c cc dng ngn qu khc ch l nhng thay i ngn qu n gin xy ra trong chui nhng giai on khc nhau v vi nhng ch s hu khc nhau. Khi G7 tr tin cho nh cung cp ca n, n ly mt phn t ngun ca khch hng v chuyn cho nh cung cp. Tt c dng thng tin, sn phm v ti chnh to ra chi ph ca chui cung ng. V vy qun l mt cch hiu qu cc dng ny l yu t then cht lm nn s thnh cng ca chui. Qun tr chui cung ng lin quan n vic qun l cc dng dch chuyn gia v trong sut cc giai on ca chui nhm ti a ha li nhun ca ton chui. Cui cng, bi v qun tri chui cung ng tp trung vo vic tch hp mt cch hiu qu nh cung cp, ngi sn xut, nh kho v cc ca hng, n bao gm nhng hot ng ca cng ty nhiu cp , t cp chin lc n chin thut v tc nghip. Cp chin lc x l vi cc quyt nh c tc ng di hn n t chc. Nhng quyt nh ny bao gm s lng, v tr v cng sut ca nh kho, cc nh my sn xut, hoc dng dch chuyn nguyn vt liu trong mng li Cp chin thut in hnh bao gm nhng quyt nh c cp nht bt c ni no thi im ca qu hoc nm. iu ny bao gm cc quyt nh thu mua v sn xut, cc chnh sch tn kho v cc chin lc vn ti k c tn sut ving thm khch hng. Cp tc nghip lin quan n cc quyt nh hng ngy chng hn nh ln thi gian biu, l trnh ca xe vn ti

4. Qun tr hu cn Trong sut nhng nm qua, hu cn c cp kh nhiu trn trang nht ca cc tp ch ni ting nh: Wall Street Journal, Forbes, Fortune v Business Week. Hu cn c nhn nhn c l nh l ranh gii cui cng i vi cc cng ty ln nhm gia tng ng k gi tr ca khch hng v c ng. Mt minh chng sinh ng l v d ca tp on Coca-Cola. c nhn nhn nh mt thng hiu ni ting nht th gii, Coke chnh l s ghen t ca th gii trong lnh vc marketing. Thng qua vic x l v p ng n hng pht sinh mi khu vc khch hng trn c s hng ngy, dch v khch hng ca Coke c nh gi l tuyt ho. c ch to t ng, nc, cacbonat v hng liu, sn phm Coca vn gi nguyn gi tr hn mt trm nm qua, cng sut l thuyt v cht lng sn xut v tnh hiu qu ang dn t c. Kt ni cc iu ny: hot ng marketing trn bnh din th gii, dch v khch hng v cc quy trnh sn xut, hu cn, chnh l bin gii to ln k tip i vi Coca-Cola v nhiu cng ty khc. Chng ta c th thy vai tr ca hu cn trong nn kinh t th gii v t l so vi cc ngnh khc. Chi tiu dnh cho hot ng hu cn ton cu vt con s 3,5 nghn t USD hng nm v chim gn 20% tng GDP ca c th gii (xem hnh 1-6). Qun tr hu cn l g? (Logistics management). S khc nhau gia qun tr hu cn v qun tr chui cung ng l g? Trong khi tr li cu hi ny l thuc vo ai ang nh gi vn ny, chng ti s khng phn bit gia qun tr hu cn v qun tr chui cung ng trong cun sch ny. Thc ra, nh ngha ca chng ti v qun tr chui cung ng l tng t nh nh ngha qun tr hu cn do Hi ng qun tr hu cn: Tin trnh hoch nh, thc thi v kim sot hiu qu v hu hiu dng dch chuyn v lu tr nguyn vt liu, tn kho sn xut, hng ha thnh phm v nhng thng tin lin quan t im khi u n ni s dng nhm mc ch lm cho thch ng vi nhng yu cu ca khch hng.

- 10 -

Qun tr chui cung ng

Hnh 1-6: Chi ph dnh cho hu cn ton cu1

VT: t USD
Bc M (10.8%)

837

915

Chu u (11.8%)

877 941 662

Chu /Thi Bnh Dng (11.6%) Tt c ni khc (12.9%)

916

516 652 0 100 200 300 400 500 600 700 800 900 1000

1992 1996

Hn na, hu ht cc cng ty Hoa k dnh khong 8% n 15% doanh thu cho cc hot ng lin quan n hu cn (hnh 1-7). Hnh 1-7: Chi ph hu cn so vi doanh thu trong cc ngnh khc nhau2
14.00% 12.00% 10.00% 8.00% 6.00% 4.00% 2.00% 0.00% 100 90 80 8.49% 70 7.99% 7.77% 7.60% 7.82% 7.44% 60 50 5.34% 38.22 39.39 4.31% 44.11 40 31.38 30 33.36 20 15.19 10 8.22 0
86 11.68% 86.15 Sn xut K ngh Hng Thc Thng Dc Tp ha Bn s Bn l phm ha tiu phm & mi dng nc ung T l chi ph hu cn trn doanh thu Chi ph hu cn trn 100 trng lng

iu g lm cho qun tr chui cung ng li kh khn n vy? Mc du chng ta s tho lun nhng l kho khc nhau xuyn sut cun sch, tt c chng c th lin h vi mt hoc hai trong s cc nhn xt sau: Thc s l thch thc thit k v vn hnh mt chui cung ng nhm lm ti thiu ha chi ph ton b h thng trong khi vn duy tr mt mc phc v ca c h thng. Chng Thc ra, iu kh khn thng thy l vn hnh mt c s ring l chi ph c ti thiu ha v mc phc v c duy tr. S kh khn gia tng theo hm m khi xem xt ton b h thng. Chin lc tm ra mt chin lc ton cc c bit n nh l ti u ha ton b. Tnh khng chc chn l c hu trong mi chui cung ng; nhu cu ca khch hng c th khng bao gi c d bo chnh xc, thi gian vn chuyn s khng bao gi chc chn; v my mc v phng tin s b hng. Cc chui cung ng cn phi c thit k gim thiu cng nhiu tnh khng chc chn khi c th v x l mt cch hiu qu nhng nhn t khng chc chn cn li.

1 2

Ngun: Michigan State University Ngun: Herb Davis & Associates

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Gii thiu v qun tr chui cung ng

- 11 -

II. LCH S PHT TRIN CA QUN TR CHUI CUNG NG Trong sut thp nin 1950 v 1960, cc cng ty sn xut ca M p dng cng ngh sn xut hng lot ct gim chi ph v ci tin nng sut, trong khi t ch n vic to ra mi quan h vi nh cung cp, ci thin vic thit k quy trnh v tnh linh hot, hoc ci thin cht lng sn phm. (xem biu 1-1) Biu 1-1: Nhng s kin lch s v qun tr chui cung ng Gia tng nng lc ca chui cung cp M rng v hnh thnh mi quan h chui cung ng JIT, TQM, BPR, lin minh nh cung cp & khch hng Qun tr tn kho v kim sot chi ph Sn xut khi lng ln truyn thng

1950

1960

1970

1980

1990

2000

Tng lai

Thit k v pht trin sn phm mi din ra chm chp v l thuc ch yu vo ngun lc ni b, cng ngh v cng sut. Chia s cng ngh v chuyn mn thng qua s cng tc chin lc gia ngi mua v ngi bn l mt thut ng him khi nghe giai on by gi. Cc quy trnh sn xut c m bi tn kho nhm lm cho my mc vn hnh thng sut v quy tr cn i dng nguyn vt liu, iu ny dn n tn kho trong sn xut tng cao. Trong thp nin 1960 v 1970, h thng hoch nh nhu cu nguyn vt liu (MRP) v h thng hoch nh ngun lc sn xut (MRPII) c pht trin v tm quan trng ca qun tr nguyn vt liu hiu qu cng c nhn mnh khi nh sn xut nhn thc tc ng ca mc tn kho cao n chi ph sn xut v chi ph lu gi tn kho. Cng vi s pht trin ca cng ngh thng tin, c bit l my tnh lm gia tng tnh tinh vi ca cc phn mm kim sot tn kho dn n lm gim ng k chi ph tn kho trong khi vn ci thin truyn thng ni b v nhu cu ca cc chi tit cn mua cng nh ngun cung. Thp nin 1980 c xem nh l thi k bn l ca qun tr chui cung ng. Thut ng qun tr chui cung ng ln u tin s dng mt cch rng ri trn nhiu t bo c th l tp ch vo nm 1982.1 Cnh tranh trn th trng ton cu tr nn khc lit vo u thp nin 1980 (v tip tc n ngy nay) gy p lc n cc nh sn xut phi ct gim chi ph nng cao cht lng sn phm cng vi vic gia tng mc phc v khch hng. Cc hng sn xut vn dng JIT v chin lc qun tr cht lng ton din (TQM) nhm ci tin cht lng, nng cao hiu qu sn xut v thi gian giao hng. Trong mi trng sn xut JIT vi vic s dng t tn kho
1

O. R. Keith and M. D. Webber, Supply-Chain Management: Logistics Catches Up with Strategy, Outlook (1982)

- 12 -

Qun tr chui cung ng

lm m cho lch trnh sn xut, cc doanh nghip bt u nhn thy li ch tim tng v tm quan trng ca mi quan h chin lc v hp tc ca nh cung cp- ngi mua- khch hng. Khi nim v s cng tc hoc lin minh cng ni bt khi cc doanh nghip thc hin JIT v TQM. Khi cnh tranh th trng M gia tng nhiu hn vo thp nin 1990 km vi vic gia tng chi ph hu cn v tn kho cng nh khuynh hng ton cu ha nn kinh t lm cho thch thc ca vic ci thin cht lng, hiu qu sn xut, dch v khch hng v thit k v pht trin sn phm mi cng gia tng. gii quyt vi nhng thch thc ny, cc nh sn xut bt u mua sn phm t cc nh cung cp cht lng cao, c danh ting v c chng thc. Hn na cc doanh nghip sn xut ku gi cc nh cung cp tham gia vo vic thit k v pht trin sn phm mi cng nh ng gp kin co vic ci thin dch v, cht lng v gim chi ph chung. Mt khc, cc cng ty nhn thy rng nu h cam kt mua hng t nhng nh cung cp tt nht cho hat ng kinh doanh ca mnh th i li h s hng li gia tng doanh s thng qua s ci tin cht lng, phn phi v thit k sn phm cng nh ct gim chi ph nh vo vic quan tm nhiu n tin trnh, nguyn vt liu v cc linh kin c s dng trong hot ng sn xut. Nhiu lin minh gia nh cung cp v ngi mua chng t s thnh cng ca mnh. Ti thit k quy trnh kinh doanh (BPR) (suy ngh mt cch trit v ti thit k quy trnh kinh doanh nhm gim cc lng ph v gia tng thnh tch c gii thiu vo u thp nin 1990 l kt qu ca nhng quan tm to ln trong sut giai on ny vi mc ch ct gim chi ph v nhn mnh n nhng nng lc then cht ca doanh nghip nhm t c li th cnh tranh di hn. Khi xu hng ny mt dn vo gia cui thp nin 1990 (thut ng tr nn ng ngha vi vic thu hp quy m), qun tr chui cung cp tr nn ph qut hn nh l ngun lc to ra li th cnh tranh ca doanh nghip. Cng trong thi gian ny, cc nh qun tr, nh t vn v cc hc gi hn lm bt u nhn thc su sc hn s khc bit gia hu cn v qun tr chui cung ng. Mi cho n thi im th qun tr chui cung cp mi c nhn nhn nh l hot ng hu cn bn ngoi doanh nghip. Khi cc doanh nghip bt u ng dng cc sng kin ca qun tr chui cung cp, h bt u hiu c s cn thit phi tch hp tt c cc quy trnh kinh doanh then cht gia cc bn tham gia trong chui cung cp, cho php chui cung cp vn hnh v phn ng nh mt th thng nht. Ngy nay, hu cn c xem nh l mt thnh t quan trng ca khi nim qun tr chui cung cp rng hn rt nhiu. Cng thi , cc doanh nghip cng nhn thy li ch trong vic to ra cc lin minh hoc s cng tc vi khch hng ca n. Doanh nghip trung tm tr thnh nh cung cp gi tr cao v c s dng ch yu cho khch hng. Pht trin mi quan h mt thit v di hn vi khch hng ngha rng doanh nghip s gi t tn kho bo him sn phm hon thnh hn (nh c tho lun hiu ng Bullwhip) v cho php doanh nghip tp trung ngun lc vo vic cung ng tt hn cc sn phm hoc dch v cho khch hng. Cui cng khi th phn i vi sn phm ca khch hng c ci thin th s c li cho hot ng kinh doanh ca doanh nghip. iu ny ngha rng trong mt lin minh hoc cng tc chin lc th khi mt doanh nghip trung tm lm gia tng th phn ca khch hng iu ny hm rng cng vic kinh doanh ca doanh nghip ang theo chiu hung thun li. . V vy, qun tr chui cung cp pht trin song song theo hai hng: (1) qun tr cung cp v thu mua nhn mnh n khch hng cng nghip hoc khch hng t chc v (2) vn ti v hu cn nhn mnh t nh bn s v nh bn l. Mc ph bin ca cc lin minh vi nh cung cp v khch hng (nh cung cp ca nh cung cp v khch hng ca khch hng) vo cui thp nin 1990 v tip tc n ngy nay cng mang hm rng mt l thuc nhiu vo vn ti, tn kho v dch v hu cn to ra cc dch v vn ti, tn kho, t liu cho nhiu doanh nghip trong chui cung cp. Xy dng mi quan h cng xy ra i vi nhiu nh cung cp dch v th ba hoc cc doanh nghip s dng chng m bo vic cung ng lin tc v khng b gin on hng ha. S cn thit phi nh gi hiu sut v thnh tch ca mi quan h ny theo tng giai

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Gii thiu v qun tr chui cung ng

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on cng ng hnh vi s pht trin ca qun tr chui cung cp. Mt trong nhng thch thc m nhiu doanh nghip i din hin nay lin quan n qun tr chui cung cp chnh l cch thc nh gi y hiu sut ton din trong mt chui cung cp ton cu v thng l cc k phc tp. i vi ngnh bn s v bn l, trng tm ca qun tr chui cung cp l nhng vn v v tr v hu cu hn l vn sn xut. Qun tr chui cung ng trong nhng ngnh ny thng lin quan n vic p ng nhanh chng hoc hu cn tch hp. Thnh tu ca h thng chuyn i d liu in t ni b (EDI), h thng m vch, Internet v cng ngh qut sng bng tng trong hai thp k qua c h tr cho s pht trin ca khi nim chui cung ng tch hp. Cc doanh nghip trong ngnh bn l s dng qun tr chui cung cp nhm ng u vi tnh phc to v khng chc chn cha tng c ca th trng v gim thiu tn kho xuyn sut chui cung cp. Vic pht trin nhanh chng phn mm qun tr chui cung cp khch hng/my ch m in hnh bao gm vic tch hp qun tr chui cung cp v cc cu thnh ca thng mi in t h tr c lc cho s pht trin v ng dng qun tr chui cung ng. Chia s thng tin vi cc i tc chui cung ng thng qua EDI v Internet cho php doanh nghip tch hp chc nng tn kho, hu cn, mua nguyn vt liu, vn chuyn v cc chc nng khc nhm to ra phng thc qun tr tin phong v hiu qu hn. Trong tng lai, chng ta s hy vng rng qun tr chui cung cp nhn mnh n vic m rng chui cung cp, gia tng trch nhim ca chui v nhn mnh hn na vo chui cung cp xanh cng nh ct gim ng k chi ph ca chui. III. TI U HA TON B iu g khin cho vic tm kim h thng tt nht hoc gii php tch hp ti u ton b li kh nh vy? C rt nhiu nhn t tc ng n vn ny: 1. Tnh phc tp Chui cung ng l mt mng li phc tp nhng c s phn tn trn mt khu vc a l rng, v trong nhiu trng hp, trn phm vi ton cu. Hn na, mi khu vc a l li c nhng c im ring ca n, nhu cu ca tng vng cng khc nhau trn c s khc bit v vn ha, tp qun v thi quen tiu dng... 2. S khc bit v mc tiu Cc n v khc nhau trong chui cung ng thng c nhng mc tiu khc bit, mu thun nhau. V d, cc nh cung cp n thun mun nh sn xut cam kt mua s lng ln v n nh vi thi hn giao hng linh hot. Thc khng may l mc du hu ht cc nh sn xut mun chu k sn xut di, h cn phi linh hot i vi nhu cu ca khch hng v nhng thay i t nhu cu. V vy, mc tiu ca nh cung cp trc tip mu thun vi mong mun ca ngi sn xut i vi s linh hot. Thc ra, nhng quyt nh sn xut in hnh c a ra m khng c thng tin chnh xc v nhu cu khch hng, v th kh nng ca nh sn xut cn bng cung v cu l thuc phn ln vo kh nng thay i sn lng cung ng khi c thng tin v nhu cu. Tng t, mc tiu ca nh sn xut l sn xut theo l ln s mu thun vi mc tiu ca cc kho hng v cc trung tm phn phi nhm gim thiu chi ph tn kho. Mc tiu gim thiu mc tn kho ca cc kho bi v trung tm phn phi dn n vic gia tng chi ph vn chuyn v iu ny khin cho tnh hnh ti t hn. 3. Tnh thay i theo thi gian Chui cung ng l mt h thng nng ng pht trin qua thi gian. Thc ra, khng ch nhu cu ca khch hng v kh nng ca nh cung cp thay i theo thi gian, m mi quan h chui cung ng cng tin trin qua thi gian. V d, khi quyn lc ca khch hng gia tng s

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Qun tr chui cung ng

dn n p lc t ln cc nh sn xut v ngi cung cp sn xut ra nhng sn phm cht lng cao v a dng, v v mt c bn to ra nhng sn phm chuyn bit. H thng bin i theo thi gian cng l mt xem xt ng k. Thm ch ngay khi nhu cu c bit mt cch chnh xc (v d do cc hp ng), tin trnh hoch nh cn cn nhc n nhng thng s nhu cu v chi ph thay i theo thi gian do tc ng ca yu t thi v, cc khuynh hng mi, chin dch qung co v c ng, cc chin lc gi ca i th cnh tranh, v ...Cc thng s thay i ny t nhu cu v chi ph to ra s kh khn xc nh chin lc chui cung ng hiu qu nht, l, mt chin lc s ti thiu ha chi ph ton b h thng nhng vn p ng nhng yu cu ca khch hng. IV. QUN TR TNH KHNG CHC CHN Ti u ha ton b l rt kh thc hin bi v chui cung ng cn uc thit k, v vn hnh trong mi trng khng chc chn. C rt nhiu nhn t tc ng n iu ny. 1. Cn bng gia cung v cu l mt thch thc ng k (a) Hng my bay Boeing cng b bn m t doanh s n thng 10 nm 1997 l 2,6 t USD do s thiu ht v nguyn vt liu, cc b phn cung cp t nh cung ng v tnh khng hiu qu ca sn xut...1 (b) Doanh thu trong qu hai ca tp on phu thut Hoa K gim st 25%, kt qu l lm st 22 triu USD. S thm ht v doanh s v li nhun b quy cho l ln hn tn kho d bo v k hoch ca cc bnh vin2 (c) IBM bn New Aptiva PC; S thiu ht c th tiu tn hng triu USD v doanh thu tim tng.3 Trc tin, iu kh khn ny xut pht t thc t rng nhng d liu v nhu cu cho nhng thng trc l bit c v ngi sn xut da vo nhng d liu ny cam kt mc sn xut c th. iu ny hm cha nhng ri ro cao v cung ng v ti chnh. 2. S thay i ca mc tn kho v t hng Mc tn kho v t hng li thay i xuyn sut chui cung ng, thm ch ngay khi nhu cu khch hng v mt sn phm c th l khng khc bit ng k. minh ha iu ny, hy xem xt hnh 1-2, gi rng trong mt chui cung ng in hnh, nh phn phi t hng cho nh sn xut khc bit nhiu so vi nhu cu ca ngi bn l. Hnh 1-8: S khc bit v n hng trong chui cung ng
400 350 300 250 200 150 100 50 0 Thng Thng Thng Thng Thng Thng Thng Thng Thng Thng Thng Thng 1 2 3 4 5 6 7 8 9 10 11 12 Ngi phn phi t hng nh my

1 2

The Wall Street Journal, October 23, 1997. U.S. Surgical Quarterly Report, July 15, 1993. 3 The Wall Street Journal, October 7, 1994.

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Ngi bn l t hng ngi phn phi 400 350 300 250 200 150 100 50 0 Thng Thng Thng Thng Thng Thng Thng Thng Thng Thng Thng Thng 1 2 3 4 5 6 7 8 9 10 11 12

3. Kh nng ca d bo Vic d bo khng gii quyt c vn . Thc ra, chng ta tranh lun v nguyn tc u tin ca tt c cc d bo, c trnh by chng sau, rng d bo th lun lun sai. V vy, thc s l khng th d bo nhu cu chnh xc cho mt chi tit c th, ngay c vi nhng k thut d bo tn tin nht. 4. Ngun ca s khng chc chn Nhu cu khng ch l ngun ca tnh khng chc chn. Thi gian giao hng, sn lng sn xut, thi gian vn chuyn v s sn sng ca cc b phn cng c nhng tc ng ng k n chui cung ng. Khi chui cung ng tr nn ln hn v phn b trn phm vi rng ln hn, nhng tai ha t thin nhin v chnh con ngi c tc ng to ln. Mc du s khng chc chn khng th b loi b, chng ta s nghin cu nhiu cch tip cn ti thiu ha tc ng ca tnh khng chc chn trong chui cung ng. Khi khng th gim thiu tc ng ca chng, chng ta s xc nh cc chin lc m nhng i tc trong chui cung ng c th p dng duy tr, hoc gia tng mc phc v. V. TI SAO QUN TR CHUI CUNG NG S U P P Y C H A I N M A N A G E M E N T TNH HUNG THC TIN
Trong nm 1962, Sam Walton m mt ca hiu chit khu Rogers, Arizona. ng thu ht khch hng bng s kt hp gi thp v cung ng s lng ln cc sn phm cng vi thi phc v thn thin. Sam gi ca hng l Wal-Mart v vic kinh doanh thnh cng nhanh chng n ni ng m nhiu chi nhnh sau . Trong nm 1983, ng thnh lp cu lc b Sam cho cc thnh vin v sau l siu trung tm bn hng tp ha u tin vo nm 1998. n 1991, Wal-Mart tr thnh nh bn l dn u M, v bt u l trnh m rng ra quc t. N m rng hot ng sang Mexico, PuertoRico v Canada, v sau n Nam Phi, Chu v Chu u. Hu ht cc hot ng m rng sau ny thng qua vic mua li cc doanh nghip a phng, chng hn nh ASDA Anh. Wal-Mart vn tip tc nhn mnh vo gi thp, s a dng v hng ha v thi phc v d gn. Nhng gi tr ny c dn trc mi ca hiu, ni cc nhn vin ca cng ty n tip khch hng v thng bo cho h v nhng hng ha chit khu hoc hot ng khuyn mi. n nm 2000, Wal-Mart tr thnh nh bn l dn u th gii vi 4000 ca hng phc v cho 100 triu khch hng mi tun vi 1,2 triu nhn vin v doanh thu hng nm 175 t USD cng vi li nhun 6 t USD. Bn c th tng tng quy m chui cung cp v hot ng qun l ca Wal-Mart. Cng ty m M c 85.000 nh cung cp dch chuyn nguyn vt liu vi tr gi 1,5 t USD n cho 62 trung tm phn phi chnh, n 1800 ca hng Wal-Mart, 800 siu trung tm, 460 cu lc b SAM v 13 th trng ln cn. Mt phn ln chi ph hot ng ca Wal-Mart l thuc vo tnh hiu qu ca chui cung cp. Mt s thay i nh v hiu sut ca chui cung cp v chi ph nh hng ng k n li nhun. Wal-Mart qun tr chui cung cp mt cch hiu qu v chng ta c th nhn thy thng qua h thng phn phi tinh vi v sn lng gia tng doanh thu hng nm n 20%.

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Trong thp nin 1980, cc cng ty pht hin ra rng cc chin lc v cng ngh sn xut mi cho php h gim chi ph v cnh tranh tt hn cc th trng khc nhau. Cc chin lc nh sn xut va ng lc, kanban, sn xut gn nh (lean manufacturing), qun tr cht lng ton din, v cc chin lc khc tr nn ph bin, v nhiu ngun lc c u t thc hin cc chin lc ny. Tuy nhin trong mt vi nm gn y, s tht l nhiu cng ty ct gim chi ph sn xut cng nhiu khi c th. Nhiu trong s cc cng ty ny ang khm ph rng qun tr chui cung ng hiu qu l bc k tip h cn phi thc hin gia tng li nhun v th phn. Thc ra, trong nm 1988 cc cng ty M tiu tn 898 t USD, hoc khong 10% ca tng sn phm quc ni ca M, chi cho cc hot ng lin quan n vic cung ng. Trong nm 2000, chi ph ny tng ln 1006 t USD. Con s ny kt lun rng chi ph vn chuyn, lu tr v kim sot sn phm trong chui cung ng, c trong cc nh my sn xut, nh kho v gia cc cu thnh khc nhau ca chui cung ng. Khng may mn l mc u t khng l ny in hnh bao gm nhiu cu thnh chi ph khng cn thit do tn kho tha, cc chin lc vn ti khng hiu qu v cc hot ng lng ph khc trong chui cung ng. V d, cc chuyn gia tin rng ngnh bun bn tp ha c th tit kim khong 30 t USD, hoc 10% chi ph hot ng thng nin ca n bng vic s dng cc chin lc chui cung ng hiu qu hn. minh ha iu ny, xem xt cc v d sau: in hnh l mt nhiu hn 3 thng mt hp bt ng cc i t nh my n siu th Trung bnh th cn 15 ngy giao mt xe hi mi t nh my n nh phn phi. Thi gian ny nn c so snh vi thi gian thc t vn chuyn m khng nhiu hn 4 n 5 ngy. V vy nhiu c hi hin c ct gim chi ph trong chui cung ng. Khng c g ng ngc nhin l c kh nhiu cng ty c th gia tng sn lng mt cch ng k hoc gim chi ph thng qua vic qun tr chui cung ng hiu qu. P&G c tnh rng n tit kim 65 triu USD t khch hng bn l thng qua mt sng kin v chui cung ng trong vng 18 thng gn y. Theo P&G, s hin din ca cch tip cn da vo mi quan h lm vic mt thit gia ngi sn xut v nh cung cp...to ra cc k hoch kinh doanh loi b ngun ca cc hot ng lng ph trn ton chui cung ng. V d ny gi rng i tc chin lc gia nh cung cp v ngi sn xut c tc ng quan trng n thnh tch hiu qu ca chui cung ng. Th loi k hoch kinh doanh v i tc no c th ct gim chi ph nhiu nht v ci thin mc phc v? Th iu no l thch hp nht cho mt tnh hung c th? Phn thng khuyn khch v cch thc o lng thnh tch no nn c s dng lm cho doanh nghip thnh cng? Cui cng, li ch c c t i tc chin lc c phn chia nh th no? V liu chi ph tit kim c c chuyn cho khch hng, phn chia gia cc i tc khc nhau, hoc do i tc c quyn lc nht nm gi? Trong hai nm qua, hng National Semiconductor gim chi ph phn phi 2,5%, rt ngn thi hn giao hng n 47% v gia tng doanh s 34% bng vic ng ca 6 nh kho trn ton th gii v vn chuyn b vi mch bng ng hng khng n cho khch hng t mt trung tm phn phi hng mi Singapore. D nhin, bng cch chuyn i phng tin vn ti, National Semiconductor gia tng chi ph vn chuyn mt cch ng k. Vic gia tng ny c b p nh vic gim thiu chi ph tn kho thng qua vic chuyn i t mt h thng phn phi trung tm vi nhiu nh kho n mt h thng trung tm vi duy nht mt nh kho. V d ny thc y vic tr li cu hi: S cn bng thch hp no gia chi ph tn kho v chi ph vn ti? Nabisco, Inc. phn phi 500 loi bnh v hn 10.000 loi ko cho hn 80.000 khch hng v tiu tn hn 200 triu USD mi nm cho vic vn chuyn. ng tic l c qu nhiu xe ti ch hng n hoc xut pht t ni n vi cng sut 50%. iu ny l gii ti sao Nabisco i tin phong trong n lc cng tc nhm gim chi ph vn ti, m Nabisco c th chia s

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cc xe ch hng v nh kho vi cc cng ty khc. Trong mt chng trnh th im gn y, Nabisco chia s nh kho v xe ch hng vi 25 nh sn xut khc, bao gm Dole v Lea & Perins. Trong mt cuc kim tra bao gm 8.000 n hng, cc ca hng tp ha ca Lucky gim chi ph tn kho n 4,8 triu USD. Bn thn Nabisco tit kim 78.000 USD cho chi ph vn chuyn v tng chi ph ca cc nh sn xut tham gia vo th nghim l gn 900.000 USD. D nhin, kiu hp tc ny vi cc cng ty khc cn mt h thng thng tin tn tin v hm cha nhiu ri ro. Th h thng no l cn thit m bo s thnh cng ca vic hp tc ny? Khi no mt cng ty nn m trch kiu i tc phc tp ny? Cc ca hng trng im (Target) ca cng ty Dayton Hudson l thuc vo mi quan h phc tp vi nh cung cp. V d, Target c th nht tr rng nh sn xut t nung s cung cp s lng ln cc chai bt ca , m khng c nhng yu cu c th v kiu dng v mu sc. Khi gn n ngy giao hng, Target d bo nhng kiu dng c kh nng bn chy. Da trn d bo ny, nh sn xut c th sn xut nhng l hng th, m c th c bn mt s ca hng chn lc ca Target quyt nh xem kiu sn phm c thc s c khch hng chp nhn khng. R rng mc linh hot ny gia tng tnh phc tp ca chui cung ng i vi nh cung cp. Ti sao nh cung cp s ng vi kiu tha thun ny? Target c li bao nhiu t kiu t hng linh hot ny? Liu Target c sn sng tr gi cao hn cho mi sn phm do tnh linh hat ny mang li? Nu c th bao nhiu? V cui cng, loi h thng thng tin no cn c s dng cho c Target v nh cung cp ca n h tr cho mc linh hot ny? Vo nm 1979, Kmart l mt trong s nhng cng ty hng u trong ngnh bn l, vi 1.891 ca hng v doanh s trung bnh mi ca hng l 7,25 triu USD. Vo thi gian , WalMart ch l mt nh bn l nh min Nam ch vi 229 ca hiu v doanh thu bnh qun khong mt na so vi ca hng ca Kmart. Trong 10 nm, Wal-Mart thay i chnh bn thn mnh; vo nm 1992, Wal-Mart t k lc v doanh s cao nht cho mi mt vung din tch ca hng, vng quay tn kho ln nht v li nhun hot ng ln nht trong ca hng bn l chit khu. Ngy nay Wal-Mart l nh bn l ln nht v li nhun cao nht trn ton th gii. Thc ra, vo nm 1999, Wal-Mart chim gn 5% chi tiu v bn l ca ton nc M. Wal-Mart thc hin c iu nh th no? Khi im chnh l nh tp trung thng xuyn vo vic tha mn nhu cu ca khch hng; mc tiu ca Wal-Mart l m bo cho khch hng c c hng ha bt c khi no v bt c ni u h mun v xy dng cu trc chi ph cho php c mt mc gi cnh tranh. Yu t then cht t c mc tiu ny l to ra cch thc gip cng ty b sung tn kho trn c s chin lc v tn kho. Vic ny c thc hin bng cch s dng k thut v hu cn c tn gi l dch chuyn cho(cross-docking). Trong chin lc ny, hng ha lin tc c phn phi n cc kho hng ca Wal-Mart, t y chng c gi n cc ca hng m khng tn kho. Chin lc ny lm gim ng k chi ph bn hng ca Wal-Mart v gip n a ra mc gi thp cho khch hng. Nu chin lc dch chuyn cho rt hu ch cho Wal-Mart, tt c cc cng ty c nn s dng cng mt chin lc? Thc ra, nhiu nh bn l thnh cng vn dng cc chin lc phn phi khc nhau: mt s gi tn kho ti kho hng trong khi mt s khc vn chuyn trc tip n cc ca hng. Cc v d trn m t nhiu cu chuyn thnh cng v qun tr chui cung ng. Chng gi rng trong mt s ngnh, qun tr chui cung ng c l l mt nhn t quan trng nht quyt nh thnh cng ca doanh nghip. Thc ra, trong ngnh cng nghip my tnh v my in, ni m hu ht cc nh sn xut s dng cng cc nh cung cp v cc cng ngh in hnh, cc cng ty cnh tranh vi nhau v gi c v mc phc v, hai thnh t trong nh ngha ca chng ti v qun tr chui cung ng.

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Cc v d cng nu bt mt cu hi quan trng. Nu cc cng ty ny ci thin hiu qu chui cung ng bng cch tp trung vo s hp tc chin lc, s dng cc kho hng tp trung hoc s dng chin lc dch chuyn cho, iu g ngn cn cng ty khc trong vic p dng cc k thut ging nhau thin hiu qu chui cung ng ca h? Tho lun trc y gi cu tr li lin quan n hai vn chnh: Kh nng thay th cc chin lc chui cung ng truyn thng, m trong mi b phn hoc i tc trong chui ra quyt nh t quan tm n tc ng ca h n cc i tc khc trong chui cung ng, v iu ny to ra chui cung ng ti u ton b.

Kh nng qun tr hiu qu tnh khng chc chn. ng tic l mc khng chc chn v nhu cu gia tng trong mt vi nm qua. Thc ra, trong cc ngnh cng ngh cao, chu k sng ca sn phm ngy cng ngn li. C th, nhiu loi my tnh v my in c chu k sng ch mt vi thng, v th nh sn xut c th ch c mt c hi sn xut hoc t hng. Thc khng may l v c nhiu sn phm mi, khng c d liu qu kh no v cc sn phm ny cho php nh sn xut d bo chnh xc nhu cu khch hng. Cng thi gian , s pht trin nhanh chng ca cc sn phm trong ngnh cng nghip ngy cng gia tng tnh kh khn trong vic d bo nhu cu cho mt m hnh c th. Cui cng, s gim gi ng k trong cc ngnh ny l ph bin, gim thiu gi tr ca sn phm trong sut chu k sng ca n. Ch mt vi nm trc, a s cc nh phn tch pht biu rng hai mc tiu ny, ci thin mc tn kho v dch v, khng th t c cng mt lc. Thc ra, l thuyt tn kho truyn thng ni cho chng ta bit rng gia tng mc phc v, doanh nghip phi gia tng tn kho v v th tng chi ph. Thc ng ngc nhin l nhng pht trin gn y trong cng ngh thng tin v truyn thng, cng vi vic am hiu v cc chin lc chui cung ng, dn n nhiu cch tip cn t ph cho php doanh nghip ci thin c c hai mc tiu ny cng lc. Xuyn sut cun sch ny, chng ti c gng gii thiu cc cch tip cn ny v cc chin lc mc chi tit. Chng ta s tp trung vo vic minh ha v gii thch ti sao cc chin lc chnh c p dng, iu g cn bng gia cc chin lc khc nhau ny v cc chin lc c th c thc hin trong thc t nh th no. VI. NHNG VN CHNH TRONG QUN TR CHUI CUNG NG Trong phn ny, chng ti gii thiu mt vi vn qun tr chui cung ng m chng ta s tho lun chi tit cc chng sau. Nhng vn ny m rng ra mt phm vi rng v cc hot ng ca doanh nghip, t gc chin lc n chin thut v tc nghip. Cp chin lc gii quyt cc quyt nh c tc ng di hn n doanh nghip. iu ny bao gm nhng quyt nh lin quan n s lng, v tr v cng sut ca nh kho v cc nh my sn xut v dng nguyn vt liu xuyn sut mng li hu cn. Cp chin thut bao gm cc quyt nh c cp nht theo qu hoc theo nm. Nhng iu ny bao gm cc quyt nh mua v sn xut, cc chnh sch tn kho, v cc chin lc vn ti, bao gm mc thng xuyn ving thm ca khch hng.

Cp tc nghip lin quan n cc quyt nh thng nht chng hn nh ln tin , gii hn thi gian sn xut, lch trnh v cht hng ln xe. Phn tip theo chng ti gii thiu v tho lun mt vi cc vn then cht, cc cu hi v s cn bng tng ng vi cc quyt nh khc nhau. 1. Cu hnh mng li phn phi. Xem xt mt vi nh my sn xut cc sn phm phc v cho cc nh bn l phn b nhng khu vc a l khc nhau. Cc nh kho hin ti thy rng khng thch hp, v gii qun tr mun t chc li hoc ti thit k mng li phn phi. iu ny c th l do, v d, s thay i

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ca nhu cu hoc vic chm dt hp ng thu cc nh kho hin ti. Hn na, s thay i v nhu cu c th dn n s thay i v mc sn xut, la chn nh cung cp mi v dng dch chuyn mi ca sn phm xuyn sut mng li phn phi. Nh qun tr nn la chn v tr v cng sut ca nh kho nh th no, quyt nh v sn lng sn xut cho mi sn phm ti mi nh my nh th no, v thit t dng dch chuyn gia cc n v, hoc t nh my n kho hng hoc t kho hng n ngi bn l, theo cch thc ti thiu ha tg chi ph sn xut, tn kho v vn chuyn v tha mn mc dch v yu cu? y l mt bi ton ti u phc tp v i hi cng ngh tn tin v cch tip cn i mi gii quyt. 2. Kim sot tn kho Hy xem xt trng hp mt ngi bn l duy tr tn kho mt sn phm c th. V nhu cu khch hng thay i theo thi gian, nh bn l c th s dng nhng d liu qu kh d bo nhu cu. Mc tiu ca nh bn l l phi quyt nh im t hng li v mc t hng ti thiu chi ph t hng v chi ph tn kho sn phm. V c bn, ti sao ngi bn l nn gi tn kho v tr u tin? iu ny c phi do s khng chc chn v nhu cu khhc hng, hay quy trnh cung ng, hoc do l do no khc? Nu do s khng chc chn v nhu cu khch hng, th c iu g gim thiu vic ny khng? Tc ng ca cc cng c d bo c s dng trong vic d bo nhu cu khch hng l g? Nh bn l c nn t hng nhiu hn, t hn hay chnh xc nhu cu d bo? V cui cng, vng quay tn kho no nn c s dng? iu ny c thay i gia cc ngnh khc nhau khng? 3. Cc hp ng cung ng Trong cc chin lc chui cung ng truyn thng, mi bn trong chui tp trung vo li nhun ring v v th ra cc quyt nh t quan tm n tc ng ca chng n cc i tc khc trong chui cung ng. Mi quan h gia nh cung cp v ngi mua c thit lp thng qua phng tin l cc hp ng cung cp c th ha v gi c v chit khu s lng, thi hn giao hng, cht lng, hng ha gi tr li v ... D nhin cu hi l liu c hp ng cung ng no c th c s dng thay th chin luc chui cung ng truyn thng vi mt chin lc khc nhm ti u ha hiu qu chui cung ng ca ton h thng? C th, tc ng ca chit khu s lng v cc hp ng chia s doanh s n thnh tch ca chui cung ng l g? C chin lc nh gi no m nh cung ng c th s dng khuyn khch khch hng mua nhiu sn phm hn trong khi vn gia tng li nhun ca nh cung cp? 4. Cc chin lc phn phi Cu chuyn thnh cng ca Wal-Mart phn nh tm quan trng ca chin lc phn phi c th c bit n l dch chuyn cho. Nh cp phn trc, y l chin lc phn phi m qua cc ca hng c cung cp bi cc nh kho trung tm hot ng nh nh iu phi quy trnh cung ng v nh im trung chuyn cho cc n hng n t cc nh bun bn bn ngoi, nhng bn thn n khng gi tn kho. Chng ti xem nhng nh kho nh vy nh l im dch chuyn. Xem xt cc cu hi sau: Bao nhiu im dch chuyn l cn thit? Khon tit kim l g khi s dng chin lc dch chuyn cho? Chin lc dch chuyn cho nn c p dng trong thc t nh th no? Chin lc dch chuyn cho tt hn chin lc c in m cc nh kho lu gi tn kho? Chin lc no mt cng ty c th nn s dng: chin lc dch chuyn cho, chin lc phn phi c in tn kho c gi cc nh kho, hoc vn chuyn trc tip, chin lc m qua hng ha c vn chuyn trc tip t nh cung ng n cc ca hng? 5. Tch hp chui cung ng v cng tc chin lc Nh c trnh by phn trc, thit k v thc thi mt chui cung ng ti u gc ton b l kh khn bi v mc tiu khc bit v xung t ca cc b phn v i tc khc nhau. Tuy nhin cc cu chuyn kinh doanh thnh cng ca National Semiconductor, Wal-Mart v

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Qun tr chui cung ng

P&G minh ha rng chui cung ng ti u ton b v tch hp khng nhng c th thc hin c m n cn c tc ng rt ln n thnh tch v th phn ca doanh nghip. D nhin mt ngi c th tranh lun rng ba v d ny l tng ng vi cc cng ty ln nht trong ngnh; nhng cng ty ny c th thc thi cc chin lc v cng ngh m cc cng ty khc khng kh nng. Tuy nhin, trong th trng cnh tranh ngy nay, hu ht cc cng ty khng c s la chn; h b thc p phi tch hp chui cung ng ca h v tham gia vo cng tc chin lc. p lc ny xut pht t c khch hng v i tc trong chui cung ng ca h. S tch hp ny c th t c thnh cng nh th no? R rng vic chia s thng tin v hoch nh tc nghip l cha kha cho chui cung ng tch hp thnh cng. Nhng thng tin no nn c chia s? N c s dng nh th no? Thng tin tc ng n vic thit k v vn hnh chui cung ng nh th no? Mc tch hp no l cn thit trong ni b t chc v vi cc i tc bn ngoi? Cui cng, loi cng tc no c th c s dng v loaij no nn c vn dng cho mt tnh hung c th? 6. Chin lc s dng ngoi lc v thu mua Suy ngh n chin lc chui cung ng ca bn khng ch lin quan n vic phi hp cc hot ng khc nhau trong chui, m cn quyt nh iu g c thc hin trong ni b v iu g nn mua t bn ngoi. Lm th no cng ty c th xc nh cc hot ng sn xut no thuc cc nng lc ct li v v vy nn c hon tt ni b, v nhng sn phm hoc b phn no nn c mua t ngun cung cp bn ngoi, bi v cc hot ng sn xut ny khng phi l nng lc ct li? C bt k mi lin h no gia cu tr li cho cu hi ny vi cu trc sn phm? Ri ro no tng ng vi vic s dng ngoi lc v lm th no gim thiu nhng ri ro ny? Khi bn s dng ngoi lc (outsource), lm th no m bo vic cung cp sn phm s ng hn? Cui cng, tc ng ca Internet n chin lc thu mua l g? Cng ty nn s dng vic trao i ring hoc cng ng khi x l vi cc i tc thng mi? 7. Thit k sn phm Thit k hu hiu ng vai tr then cht trong chui cung ng. Hin nhin l vic thit k sn phm c th gia tng chi ph tn kho hoc chi ph vn ti lin quan n cc thit k khc, trong khi cc phc tho khc c th to iu kin thun li nhm lm gim chu k sn xut. ng tic l vic thit k sn phm thng rt tn km. Khi no th nn thc hin vic ti thit k sn phm gim chi ph hu cn hoc gim thi gian giao hng trong chui cung ng? Chng ta c th xc nh khon tic kim c t vic p dng chin lc trn khng? Nhng thay i no nn c thc hin trong chui cung ng nhm tn dng u th ca vic thit k sn phm mi? Cui cng, cc khi nim mi chng hn nh chuyn bit ha theo khch hng vi khi lng ln (mass customization) ang tr nn ph bin. Qun tr chui cung ng ng vai tr nh th no trong vic thc hin thnh cng cc khi nim ny? 8. Cng ngh thng tin v h thng h tr ra quyt nh Cng ngh thng tin l mt cng c then cht trong vic qun tr chui cung ng hiu qu. Thc ra, rt nhiu quan tm hin ti v qun tr chui cung ng c c v nh nhng c hi c uc t s xut hin khi lng ln nhng d liu v cc khon tit kim c c t vic phn tch nhng d liu ny. Vn then cht trong qun tr chui cung ng khng phi l d liu c thu thp, nhng d liu no nn c chuyn dch; l d liu no l quan trng i vi qun tr chui cung ng v d liu no c th c b qua? D liu nn c phn tch v s dng nh th no? Tc ng ca Internet l g? Vai tr ca thng mi in t l g? C s h tng no cn cho c cc i tc bn trong chui cung ng? Cui cng, v c cng ngh thng tin v h thng h tr ra quyt nh l c th mua c, th nhng cng ngh ny c th c nhn nhn nh l cc cng c chnh c s dng t c li th cnh tranh trn th trng hay khng? Nu c th, khi iu g ngn cn cng ty khc s dng cng cng ngh?

Chng 1 -

Gii thiu v qun tr chui cung ng

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9. Gi tr khch hng Gi tr khch hng l phng thc nh gi nhng ng gp ca cng ty cho khch hng, da trn nhng sn phm, dch v v nhng sn phm v hnh cng hin. Trong vi nm gn y, tiu thc ny thay th cho cc tiu thc nh gi khc chng hn nh cht lng v s tha mn ca khch hng. Hin nhin qun tr chui cung ng hiu qu l then cht nu cng ty mun p ng nhu cu khch hng v cung cp gi tr. Nhng iu g xc nh gi tr khch hng trong nhiu ngnh khc nhau? Gi tr khch hng c o lng nh th no? Cng ngh thng tin c s dng gia tng gi tr khch hng trong chui cung ng nh th no? Qun tr chui cung ng ng gp vo gi tr khch hng nh th no? Nhng khuynh hng hin nay v gi tr khch hng chng hn s pht trin ca cc mi quan h v cc tri nghim tc ng n qun tr chui cung ng nh th no? Mi quan h gia gi ca sn phm vi nhn hiu sn phm trong th gii truyn thng v th gii trc tuyn l g? Cc chin lc gi thng minh c th c s dng nng cao thnh tch ca chui cung ng khng? Mi mt vn v cc chin lc s c tho lun chi tit cc chng sau. Bn s thy rng trng tm ca mi cp hoc l nhm t c chui cung ng ti u ton b hoc l qun tr s khng chc chn trong chui cung ng hoc c hai. Tm tt c minh ha biu 11. Biu 1-1: Nhng vn chnh trong qun tr chui cung ng Ti u ha ton b Cu hnh mng li phn phi Kim sot tn kho Cc hp ng cung ng Cc chin lc phn phi Tch hp chui cung ng v cng tc chin lc Chin lc s dng ngoi lc v thu mua Thit k sn phm Cng ngh thng tin Gi tr khch hng Qun tr s khng chc chn

x x x x x x x x x x

x x

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Qun tr chui cung ng

CU HI THO LUN 1. Xem xt chui cung ng cho cng ty sn xut xe t trong nc a. Cc cu thnh ca chui cung ng i vi doanh nghip ny l g b. Nhng doanh nghip khc no lin quan trong chui cung ng c. Mc tiu ca cc cng ty ny l g? d. Cho v d v nhng mc tiu mu thun trong chui cung ng ny 2. Xem xt s th chp tiu dng do ngn hng ngh a. Nhng cu thnh ca chui cung ng i vi vic th chp ny l g? b. C nhiu hn mt doanh nghip lin quan trong chui cung ng khng? Mc tiu ca doanh nghip? c. S ging nhau gia chui cung ng sn phm v chui cung ng dch v l g? S khc bit l g? 3. V d v mt chui cung ng pht trin qua thi gian? 4. Mt cng ty tch hp theo chiu dc l mt cng ty s hu, qun l v vn hnh tt c cc chc nng kinh doanh ca n. Mt cng ty tch hp theo chiu ngang l mt tp on bao gm nhiu cng ty, m mi cng ty hot ng mt cch c lp. Tp on cung cp chin lc v nhn hiu, nh hng v chin lc chung. So snh v i chiu lm ni bt s khc nhau ca cc chin lc chui cung ng ca hai loi hnh doanh nghip ny? 5. Nu mt cng ty hon ton tch hp theo chiu dc, qun tr chui cung ng hiu qu c cn quan trng khng? Ti sao? 6. Cn nhc chui cung ng i vi mt doanh nghip ch bin thc phm bn cc qu o ng hp. Ngun ca s khng chc chn trong chui cung ng ny l g? 7. Xem xt trng hp mt cng ty ti thit k mng li hu cn ca n. Thun li no khi c s lng t cc nh kho nm v tr trung tm? Thun li no khi c nhiu nh kho nm gn k vi khch hng cui cng? 8. Xem xt trng hp mt doanh nghip ang la chn dch v vn ti ca mt nh cung cp. Thun li no khi s dng vn chuyn bng xe ti? 9. Thun li i vi mt cng ty c mc tn kho cao l g? Bt li l g? Thun li khi c mc tn kho thp? Bt li l g?