08/05/2013

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TRNG I HC QUY NHN
KHOA TI CHNH NGN HNG V QUN TR KINH DOANH
****
GV ging dy: Nguyn Thanh Xun Vi
1
CHNG I: KHI QUT V QUN TR
CHIN LC
I. GII THIU V CHIN LC
II. KHI NIM V QUN TR CHIN LC
III. LCH S HNH THNH V PHT TRIN CA QTCL
IV. M HNH QUY TRNH QUN TR CHIN LC
V. CC GIAI ON CA QUY TRNH QTCL
VI. QTCL L MT QU TRNH PHT SINH
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I. GII THIU V CHIN LC
1. Lch s hnh thnh v pht trin
2. Khi nim v chin lc
Cc quan im nn tng
Alfred Chandler: Cc mc tiu c bn di hn, cch thc
v phng hng hnh ng, phn b ti nguyn
BCG: Phn b cc ngun lc, thay i th cn bng
cnh tranh v ginh li th cnh tranh
James B.Quinn: Dng thc hoc k hoch, cc mc tiu
chnh hoc cc chnh sch, trnh t hnh ng, tng th
kt dnh
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CHNG I: KHI QUT V QUN TR CHIN LC
I. GII THIU V CHIN LC
1. Lch s hnh thnh v pht trin
2. Khi nim v chin lc
Cc quan im hin i
M.E. Porter: Xy dng, li th cnh tranh, phng th
H. Mintzberg: K hoch, mu lc, dng thc, v th,
trin vng
TNG QUT
[Cc mc tiu c bn di hn <> tm nhn, s mnh + cch
thc, phng tin >> mc tiu ] <> im mnh, im yu, c
hi, e da
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CHNG I: KHI QUT V QUN TR CHIN LC
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I. GII THIU V CHIN LC
3. Chin lc trong kinh doanh v qun s
4. Cc cp chin lc
Chin lc cp cng ty
Chin lc cp n v kinh doanh
Chin lc cp chc nng
Chin lc cp ton cu
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CHNG I: KHI QUT V QUN TR CHIN LC
I. GII THIU V CHIN LC
5. Cc loi chin lc
Nhm chin lc kt ni
Chin lc kt hp v pha trc
Chin lc kt hp v pha sau
Chin lc kt hp theo chiu ngang
Nhm chin lc chuyn su
Chin lc thm nhp th trng
Chin lc pht trin th trng
Chin lc pht trin sn phm
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CHNG I: KHI QUT V QUN TR CHIN LC
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I. GII THIU V CHIN LC
6. Cc loi chin lc
Nhm chin lc m rng hot ng
Chin lc a dng ha ng tm
Chin lc a dng ha kt khi
Chin lc a dng ha theo chiu ngang
Nhm chin lc khc
Lin doanh
Thu hp bt hot ng
Ct b hot ng
Thanh l
Chin lc hn hp
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CHNG I: KHI QUT V QUN TR CHIN LC
II. KHI NIM QUN TR CHIN LC
Qun tr chin lc l khoa hc v ngh thut thit
lp, thc hin v nh gi cc quyt nh lin quan
n nhiu chc nng cho php mt t chc t c
mc tiu
Tnh khoa hc
Tnh ngh thut
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CHNG I: KHI QUT V QUN TR CHIN LC
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III. LCH S HNH THNH V PHT TRIN
CA QUN TR CHIN LC
1. Qun tr chin lc v chnh sch kinh doanh
2. Cc xu hng pht trin ca QTCL
Danh mc u t
nh hng tip th
H thng QT vt tri
Li th cnh tranh
Ngh thut qun s
ng dng cng ngh thng tin
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CHNG I: KHI QUT V QUN TR CHIN LC
IV. QU TRNH QUN TR CHIN LC
1. M hnh Qun tr chin lc
M hnh ca Fred R. David
M hnh ca ngi Nht Bn
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CHNG I: KHI QUT V QUN TR CHIN LC
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IV. QU TRNH QUN TR CHIN LC
2. Cc giai on ca QTCL
Hoch nh chin lc
Xc nh s mnh, vin cnh v mc tiu
Phn tch mi trng bn ngoi
Phn tch mi trng bn trong
La chn v xy dng chin lc
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CHNG I: KHI QUT V QUN TR CHIN LC
IV. QU TRNH QUN TR CHIN LC
2. Cc giai on ca QTCL
Thc thi chin lc
Xy dng mc tiu hng nm
ra chinh sch
Phn phi cc ngun ti nguyn
Kim tra chin lc
o lng, nh gi v iu chnh
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CHNG I: KHI QUT V QUN TR CHIN LC
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V. QUN TR CHIN LC L QU TRNH
PHT SINH
1. Th gii khng th chun on
2. May mn v chin lc
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CHNG I: KHI QUT V QUN TR CHIN LC
CHNGII:CCTUYNBTRONG
QUNTRCHINLC
I. Qun tr chin lc v cc bn hu quan
II. Cc tuyn b trong qun tr chin lc
III. o c kinh doanh v trch nhim x hi
trong qun tr chin lc
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I.QUNTRCHINLCVCCBNHUQUAN
Cng ty
Cc bn
hu quan
bn ngoi
Cc bn
hu quan
bn trong
Chin lc
CHNG II: CC TUYN B TRONG QUN TR CHIN LC
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I.QUNTRCHINLCVCCBNHUQUAN
1) Cc bn hu quan
CHNG II: CC TUYN B TRONG QUN TR CHIN LC
C ng
Nhn vin
Nh qun tr
Banqun tr
Khch hng
Nh cung cp
Chnh ph
Cng on
Cng ng a phng
Cng chng
Bn ngoi
Bn trong
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I.QUNTRCHINLCVCCBNHUQUAN
Chin lc
S mnh
Mc tiu
Tm nhn
CHNG II: CC TUYN B TRONG QUN TR CHIN LC
2) Chin lc
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II.CCTUYNBTRONGQUNTRCHINLC
CHNG II: CC TUYN B TRONG QUN TR CHIN LC
1) Tm nhn (Vin cnh)
Tm
nhn
Gi tr ct li
BHAGs
Mc tiu ct li
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II.CCTUYNBTRONGQUNTRCHINLC
CHNG II: CC TUYN B TRONG QUN TR CHIN LC
1) Tm nhn (Vin cnh)
c im:
Mc ch cao v khi qut nht
Kht vng mun t c
Tp trung k vng ca cc bn hu quan
T tng ct li
Gi tr ct li:Cc nguyn tc,nguyn l
Mc ch ct li:L dotn ti
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II.CCTUYNBTRONGQUNTRCHINLC
CHNG II: CC TUYN B TRONG QUN TR CHIN LC
1) Tm nhn (Vin cnh)
Hnh dungv tng lai (BHAGs)
Big:Ln
Hairy:Thch th
Audacious:To bo
Phn bit gia Mc ch ct li v Hnh dungv
tng lai
V d
WaltDisney
HenryFord
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II.CCTUYNBTRONGQUNTRCHINLC
CHNG II: CC TUYN B TRONG QUN TR CHIN LC
1) Tm nhn (Vin cnh)
Tm nhn hiu qu
Biu hin
Phng hng
Tp trung
Linh hot
Kh thi
Hp dn
D hiu, d nh, d
truyn t
Tm nhn khng hiu qu
Khng hon chnh
Mp m
Nht nho
Khng ni bt
Qu t tin
Qu chung chung
Qu rng
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II.CCTUYNBTRONGQUNTRCHINLC
CHNG II: CC TUYN B TRONG QUN TR CHIN LC
2) S mnh (Mission)
c im
Mnh lnh v cch thc nhn nhn
C s p ng vin cnh
Tuyn b cho cc bn hu quan
Xc nh kinh doanh
Hot ng ca chng tal g
N s l ci g
N nn l g
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II.CCTUYNBTRONGQUNTRCHINLC
CHNG II: CC TUYN B TRONG QUN TR CHIN LC
2) S mnh (Mission)
nh hng khch hng
Ais c tha mn
H s c tha mn iu g
Cch thc tha mn nhu cu khch hng
V d
McDonald
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II.CCTUYNBTRONGQUNTRCHINLC
CHNG II: CC TUYN B TRONG QUN TR CHIN LC
3) Cc mc tiu (Goals)
Khi nim
ch n trong tng khong thi gian nht nh
c im (SMART)
Specific:c th
Measurable:c th o lng c
Assignable:r rng,c trng tm
Timely:c thi hn
Mc tiu di hn
Mc tiu hng nm
V d
Boeing
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TN
(WHAT)
T chc s tr thnh ci
g (Sau 10, 20 nm)
SM
(HOW)
T chc cn lm g/ nh th no
thc hin tuyn b tm nhn
MT
CHIN
LC
u ra cn t c
MT
HNG
NM
u ra hng nm
II.CCTUYNBTRONGQUNTRCHINLC
CHNG II: CC TUYN B TRONG QUN TR CHIN LC
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II. CC TUYN B TRONG QUN TR CHIN LC
CHNG II: CC TUYN B TRONG QUN TR CHIN LC
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II.CCTUYNBTRONGQUNTRCHINLC
CHNG II: CC TUYN B TRONG QUN TR CHIN LC
METRO em n s a dng, cht lng tuyt ho,
gi c cnh tranh v sn phm, dch v - t
giao nhn n gii php kinh doanh c sn.
METRO l chuyn gia xut sc trong vic cung cp
cc sn phm ti sng.
Cc trung tm ca METRO c thit k p ng
vi nhu cu one-stop shopping (p ng y
nhu cu ti mt a im mua sm duy nht).
METRO cung cp cc mt hng ph hp
vi yu cu ca khch hng tng
a phng.
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III.OCKINHDOANHVTRCHNHIMXHI
CHNG II: CC TUYN B TRONG QUN TR CHIN LC
1) o c kinh doanh
2) Trch nhim x hi
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CHNGIII:
PHNTCHMITRNGKINHDOANH
I. Khi qut v mi trng kinh doanh
II. Mi trng v m
III. Mi trng ngnh
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CHNGIII:PHNTCHMITRNGKINHDOANH
I. KHI QUT V MI TRNG KINH DOANH
MT v m:
MT
Kinh doanh
Bao gm cc
yu t bn
ngoi nh
hng n
ngnh v ni
b cng ty
MT vi m
Bao gm cc
yu t bn
ngoi nh
hng n
tnh cnh tranh
ca ngnh
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CHNGIII:PHNTCHMITRNGKINHDOANH
II. MI TRNG V M
II.1.c im
nh hng lu di n doanh nghip
Tc ng ln tt c cc ngnh kinh t,cc doanh nghip
nhng mc v tnh cht tc ng l khc nhau
Cc doanh nghip tn dng c hi v gim thiu thch
thc ch khng th thay i s nh hng
Mi yu t c th tc ng c lp hoc nh hng trong
mi lin kt vi cc yu t
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CHNGIII:PHNTCHMITRNGKINHDOANH
II. MI TRNG V M
MT
V m
Mi trng kinh t
II. 2. Phn tch mi trng v m
Tc tng trng kinh t
Li sut v xu hng li sut
T gi hi oi v CS tin t
Lm pht
MT Chnh tr
- Php lut
Cc lut l, quy nh
Thu v cc l ph
Chnh sch i ngoi
Mi trng cng ngh
S ra i, tc pht minh v ng dng CN mi
Lut s hu, bo v v chuyn giao cng ngh
Ch tiu R & D
MT vn ha, x hi
Trnh dn tr
Khuynh hng tiu dng
Gi tr vn ha: li sng, thm m...
C cu gii tnh
MT dn s
Dn s
Cu trc tui
Phn b a l v thu nhp
MT t nhin
MT ton cu
V tr a l, K kh hu
Ti nguyn
Chnh tr
Vn ha th ch
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CHNGIII:PHNTCHMITRNGKINHDOANH
III. MI TRNG VI M
III. 1. Khi qut v ngnh
Khi nim: L mt nhm cc cng ty cung cp sn
phm hay dch v c th thay th cht ch cho nhau.
Chu k ngnh
33
Nh cung ng
i th tim nng
Khch hng
SP
thay th
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CHNGIII:PHNTCHMITRNGKINHDOANH
III. MI TRNG VI M
III. 2. M hnh nm lc lng (p lc ) cnh tranh (M.P)
III. 2. 1. Phn tch cnh tranh tim n
i th cnh tranh tim n
Ro cn gia nhp ngnh
Tnh kinh t theo quy m
c trng ha sn phm
Chi ph chuyn i
Kh nng tip cn ngun lc sn xut, knh phn phi
u th v chi ph khng ph thuc vo quy m
Yu cu v vn
B quyt v cng ngh
Chnh sch chnh ph
Phn ng ca cc doanh nghip hin hu trong ngnh
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CHNGIII:PHNTCHMITRNGKINHDOANH
III. MI TRNG VI M
III. 2. M hnh nm lc lng (p lc ) cnh tranh (M.P)
III. 2. 2. Phn tch i th cnh tranh hin ti
Cu trc ngnh
Ngnh phn tn
Ngnh tp trung
Tnh trng cu
Ro cn rt lui
S khc bit ha v chi ph chuyn i
Mc v tc tng trng ca ngnh
Tnh a dng ca i th cnh tranh
Cc nhm chin lc trong ngnh
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CHNGIII:PHNTCHMITRNGKINHDOANH
III. MI TRNG VI M
III. 2. M hnh nm lc lng (p lc ) cnh tranh (M.P)
Nhm chin lc
Chng
loi
sn
phm
1. Roll Royce,
BMW
2. Kia motor,
Huyndai,
Trng Hi
3. GM, Ford,
Honda, Toyata,
Nissan
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CHNGIII:PHNTCHMITRNGKINHDOANH
III. MI TRNG VI M
III. 2. M hnh nm lc lng (p lc ) cnh tranh (M.P)
III. 2. 3. Phn tch sn phm thay th
III. 2. 4. Phn tch sc p ca nh cung ng
Tc ng t sc p ca nh cung ng
Quyn lc ca nh cung ng
Kh nng thay th nh cung ng
Kh nng thay th sn phm u vo
Tm quan trng ca doanh nghip i vi nh cung ng
Tm quan trng ca u vo i vi doanh nghip
Chi ph chuyn i nh cung ng
Kh nng hi nhp dc (xui chiu)
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CHNGIII:PHNTCHMITRNGKINHDOANH
III. MI TRNG VI M
III. 2. M hnh nm lc lng (p lc ) cnh tranh (M.P)
III. 2. 5. Phn tch sc p ca khch hng
Tc ng t sc p ca khch hng
Quyn lc ca khch hng
S lng SP so vi doanh s ca ngi bn
Sn phm mua t ngnh chim t trng ln trong chi ph hay
tng thu mua ca KH
Sn phm mua l chun ha, khng c c trng khc bit
Chi ph chuyn i thp
Khch hng c li nhun thp
Khch hng e da hi nhp ngang (ngc chiu)
Tm quan trng ca sn phm
Khch hng c y thng tin
39
CHNGIII:PHNTCHMITRNGKINHDOANH
III. MI TRNG VI M
III. 2. M hnh nm lc lng (p lc ) cnh tranh (M.P)
III. 2. 5. Phn tch sc p ca khch hng
Tc ng t sc p ca khch hng
Quyn lc ca khch hng
S lng SP so vi doanh s ca ngi bn
Sn phm mua t ngnh chim t trng ln trong chi ph hay
tng thu mua ca KH
Sn phm mua l chun ha, khng c c trng khc bit
Chi ph chuyn i thp
Khch hng c li nhun thp
Khch hng e da hi nhp ngang (ngc chiu)
Tm quan trng ca sn phm
Khch hng c y thng tin
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NTPCHNGIII
1) Phn tch mt v d bt k thy s tc ng ca mi
trng v m ln hot ng ca ngnh v doanh nghip
2) Phn tch mt v d bt k thy s tc ng ca mi
trng vi m ln hot ng ca doanh nghip trong ngnh
3) Nhn din cc giai on ca chu k ngnh thng qua cc
yu t: S lng v quy m phn b cng ty? Doanh thu
v s lng sn phm bn c? Chc nng (R&D, sn
xut, qung co, bn hng) c u t? Mc cnh
tranh?
4) Ly v d v mt nhm chin lc c th
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LOGO
CHNG IV:
PHN TCH MI TRNG NI B
CHNG IV:
PHN TCH MI TRNG NI B
I. Khi qut v mi trng ni b
II. Ni dung nghin cu mi trng ni b
III. Qu trnh nghin cu MTKD v MTNB
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I. KHI QUT V MI TRNG NI B
Mi trng ni b v cc vn lin quan I.1.
CHNG IV: PHN TCH MI TRNG NI B
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I. KHI QUT V MI TRNG NI B
Mi trng ni b v cc vn lin quan I.1.
CHNG IV: PHN TCH MI TRNG NI B
im
mnh
+ im
yu
Ngun lc
+ Kh
nng
tim tng
Nng
lc
ct li
Li th
cnh
tranh
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I. KHI QUT V MI TRNG NI B
Mi trng ni b v cc vn lin quan I.1.
CHNG IV: PHN TCH MI TRNG NI B
Ngun
lc
Hot
ng
Qu
trnh
Mi
quan
h
im mnh
im yu
im mnh
im yu
45
I. KHI QUT V MI TRNG NI B
ngha ca vic nghin cu MTNB I.2.
CHNG IV: PHN TCH MI TRNG NI B
1. Nhn din im mnh pht huy
2. Nhn din im yu sa cha
3. Bin cc im mnh thnh kh nng c bit
4. Xy dng li th cnh tranh v duy tr li th
cnh tranh bn vng
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II. NI DUNG NGHIN CU MI TRNG NI B
Nghin cu theo quan im ca Fred R.David II.1.
CHNG IV: PHN TCH MI TRNG NI B
1. Qun tr
2. Marketing
3. Ti chnh, k ton
4. Sn xut / Tc nghip
5. Nghin cu v pht trin
6. H thng thng tin
47
II. NI DUNG NGHIN CU MI TRNG NI B
1. Qun tr
Hoch nh
T chc
Thc y
Nhn s
Kim sot
Nghin cu theo quan im ca Fred R.David II.1.
CHNG IV: PHN TCH MI TRNG NI B
2. Marketing
Phn tch khch hng
Mua / Bn
Hoch nh sn phm v
dch v
nh gi
Phn phi
Nghin cu th trng
Phn tch c hi
Trch nhim i vi x
hi
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II. NI DUNG NGHIN CU MI TRNG NI B
3. Ti chnh, k ton
Quyt nh u t
Quyt nh ti chnh
Quyt nh v c tc
Nghin cu theo quan im ca Fred R.David II.1.
CHNG IV: PHN TCH MI TRNG NI B
4. Sn xut / Tc nghip
Quy trnh
Cng sut
Hng tn kho
Lc lng lao ng
Cht lng
5. Nghin cu v pht trin
R&D theo hp ng
R&D bn trong
6. H thng thng tin
Cng thng tin
nh hng ca h thng
thng tin
K hoch pht trin
49
II. NI DUNG NGHIN CU MI TRNG NI B
Nghin cu theo chui gi tr ca Michael Porter II.2.
CHNG IV: PHN TCH MI TRNG NI B
1. Chui gi tr
Chui / tp hp cc hot ng ca doanh nghip m mi
hot ng gp phn gia tng gi tr chuyn cc ngun
lc thnh sn phm/dch v n khch hng.
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II. NI DUNG NGHIN CU MI TRNG NI B
Nghin cu theo chui gi tr ca Michael Porter II.2.
CHNG IV: PHN TCH MI TRNG NI B
Cu trc h tng
Qun tr ngun nhn lc
Pht trin cng ngh
Mua sm / thu mua / cung ng
Cc
hot
ng
u
vo
Vn
hnh
Cc
hot
ng
u
ra
Marketing
v
bn
hng
Dch
v
51
II. NI DUNG NGHIN CU MI TRNG NI B
Nghin cu theo mt s quan im khc II.3.
CHNG IV: PHN TCH MI TRNG NI B
1. Phn tch ti chnh
Cc ch s lun chuyn
Cc ch s n by
Cc ch s hot ng
Cc ch s li nhun, doanh li
Cc ch s tng trng
2. Vn ha t chc v lnh o
3. Tnh tun th lut php v danh ting
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CHNG III: PHN TCH MI TRNG KINH DOANH
III. NGHIN CU V NH GI MI TRNG
1. Thu thp v x l thng tin
2. D bo mi trng kinh doanh
3. Lp bng tng hp thng tin
4. Phn tch cc yu t quyt nh
5. Lp ma trn nh gi
53
Thu thp v x l thng tin
III.1
CHNG IV: PHN TCH MI TRNG NI B
III. NGHIN CU V NH GI MI TRNG
Xc
nh
m
hnh
thu
thp
thng
tin
Xc
nh
cc
ngun
thng
tin
Xc
nh
nhu
cu
thng
tin
X l
thng
tin
c
thu
thp
Thu
thp
thng
tin
54
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D bo mi trng kinh doanh
III.2
CHNG IV: PHN TCH MI TRNG NI B
III. NGHIN CU V NH GI MI TRNG
Phng php nh tnh
Phng php nh lng
Lp bng tng hp thng tin
III.3
Mi trng bn ngoi: Lp danh mc 10
20 yu t c hi v nguy c ch yu
Mi trng bn trong: Lp danh mc 10
20 yu t im mnh v im yu c
ch yu
55
Phn tch cc yu t quyt nh
III.4
CHNG IV: PHN TCH MI TRNG NI B
III. NGHIN CU V NH GI MI TRNG
III.2.1. Mi trng kinh doanh
Phn loi tm quan trng (0,0 Khng
quan trng, 1,0 rt quan trng). Tng s
cc phn loi l 1,0.
Xc nh h s phn loi (4 phn ng tt,
3 phn ng trn trung bnh, 2 phn ng
TB, 1 phn ng yu)
Nhn tm quan trng vi h s
Cng tng im ca tt c cc yu t
(Khng qu 4,0 v khng di 1,0).
Tng im TB: 2,5
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Phn tch cc yu t quyt nh
III.4
CHNG IV: PHN TCH MI TRNG NI B
III. NGHIN CU V NH GI MI TRNG
III.2.2. Mi trng ni b
Phn loi tm quan trng (0,0 Khng
quan trng, 1,0 rt quan trng). Tng s
cc phn loi l 1,0.
Xc nh h s phn loi (1 rt yu, 2
kh yu, 3 kh mnh, 4 rt mnh)
Nhn tm quan trng vi h s
Cng tng im ca tt c cc yu t
(Khng qu 4,0 v khng di 1,0).
Tng im TB: 2,5
57
Lp ma trn
III.5
CHNG IV: PHN TCH MI TRNG NI B
III. NGHIN CU V NH GI MI TRNG
III.5.1. Ma trn EFE
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Lp ma trn
III.5
CHNG IV: PHN TCH MI TRNG NI B
III. NGHIN CU V NH GI MI TRNG
III.5.2. Ma trn IFE
59
Xy dng chin lc
III.6
CHNG IV: PHN TCH MI TRNG NI B
III. NGHIN CU V NH GI MI TRNG
III.6.1. Chin lc im mnh c hi (SO)
III.6.2. Chin lc im yu c hi (WO)
III.6.3. Chin lc im mnh nguy c (ST)
III.6.4. Chin lc im yu nguy c (WT)
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CHNGV:NNGLCCTLI
VLITHCNHTRANH
61
NNGLCCTLI
Khi nim 1
CHNG V: NNG LC CT LI V LI TH CNH TRANH
1. Nng lc ct li:Nng lc m doanh nghip c th thc
hin tt hn nhng nng lc khc trong ni b
2. Nng lc khc bit:Nng lc m doanh nghip thc hin
tt hn i th cnh tranh,cho php doanh nghip to ra
li th cnh tranh
3. Tiu chun nng lc ct li:
em li li ch cho khch hng
Kh bt chc i vi i th cnh tranh
C th vn dng m rng sn phm v th trng
62
08/05/2013
32
NNGLCCTLI
Nhn din v cng c nng lc ct li 2
CHNG V: NNG LC CT LI V LI TH CNH TRANH
63
NNGLCCTLI
Nhn din v cng c nng lc ct li 2
Ngun hu hnh: ti chnh,
t chc, vt cht, k thut
Ngun v hnh: nhn s,
danh ting, sng kin
NGUN LC
Cc ngun lc l tp hp mt lot cc u vo cho qu
trnh sn xut ca t chc, bao gm hai loi c bn l
ngun lc hu hnh v ngun lc v hnh
CHNG V: NNG LC CT LI V LI TH CNH TRANH 64
08/05/2013
33
NNGLCCTLI
KH NNG TIM TNG
+ L kh nng ca cng ty s dng cc ngun lc c tch
hp mt cch c mc ch t c mt trng thi mc tiu
mong mun
+ c to ra t s tng tc gia cc ngun lc v hnh v
hu hnh
+ Gip xc nh cc quyt nh c lm bng cch no v
u trong t chc, cc hnh vi tng thng, cc gi tr v
chun mc vn ha ca cng ty.
Nhn din v cng c nng lc ct li 2
>>> Cn phn bit gia ngun lc v kh nng tim tng >>> Cn phn bit gia ngun lc v kh nng tim tng
CHNG V: NNG LC CT LI V LI TH CNH TRANH 65
NNGLCCTLI
1
NG GI:
Gip cng ty
ha gii cc
e da v
khai thc c
hi
3
KH BT
CHC:
2
HIM:
Khng hoc
rt t i th
cnh tranh
c c
4
KHNG
TH THAY
TH:
Khng c s
tng
ng chin
lc
Nhn din v to dng nng lc ct li 3
CHNG V: NNG LC CT LI V LI TH CNH TRANH
Cng c I: Bn tiu chun cnh tranh
66
08/05/2013
34
NNGLCCTLI
1
NNG CP
2
DUY TR
Nhn din v to dng nng lc ct li 3
CHNG V: NNG LC CT LI V LI TH CNH TRANH
Cng c II: Chui gi tr
PHT
TRIN
3
67
LI TH CNH TRANH
Khi nim 1
CHNG V: NNG LC CT LI V LI TH CNH TRANH
1. Nng lc cnh tranh: Kh nng, ngun lc c th gip duy
tr v tr ca doanh nghip trn th trng cnh tranh lu di
Th hin thc lc v li th ca doanh nghip so vi i th
cnh tranh trong vic tha mn tt nht i hi ca khch
hng
2. Li th cnh tranh: Gi tr m doanh nghip mang li cho
khch hng, vt qua chi ph to ra n
KH sn sng chi tr cho gi tr
Mc gi thp ca i th b gi tr ngn chn
T l li nhun cao hn t l bnh qun ngnh
68
08/05/2013
35
LI TH CNH TRANH
Khi nim 1
CHNG V: NNG LC CT LI V LI TH CNH TRANH
69
LI TH CNH TRANH
To dng li th cnh tranh 2
CHNG V: NNG LC CT LI V LI TH CNH TRANH
70
08/05/2013
36
HIU
QU
+ c o theo t l s lng cc u ra chia cho cc u vo
+ Tng khi cn cng t u vo sn xut mt u ra nht nh.
+ Gip t c li th cnh tranh da vo vic gim thp chi ph
CHT
LNG
+ Tp hp cc c tnh ca sn phm, dch v c th tha mn nhu
cu ca khc hng
Cht lng tng
Kh nng s dng
tng
Nng sut tng
Khc bit >> Gi cao
hn
Chi ph gim
Li nhun tng
LI TH CNH TRANH
To dng li th cnh tranh 2
CHNG V: NNG LC CT LI V LI TH CNH TRANH
71
CI
TIN
+ L bt k nhng g c coi l mi hay mi l trong cch thc m
mt cng ty vn hnh hay sn xut sn phm
P
NG
KH
+ L kh nng nhn din v tha mn nhu cu khch hng tt hn
so vi cc i th cnh tranh.
+ Xut hin khi cht lng vt tri, ci tin c p ng, thi
gian phc v khch hng c quan tm.
Ci tin
Ci tin sn phm
Ci tin quy trnh,
h thng SX
Khc bit >> Gi
cao hn
Chi ph gim
Li nhun tng
p ng khc hng >>> Khc bit
>> lng trung thnh >> Gi cao hn
LI TH CNH TRANH
To dng li th cnh tranh 2
CHNG V: NNG LC CT LI V LI TH CNH TRANH
72
08/05/2013
37
LI TH CNH TRANH
V kh cnh tranh 3
CHNG V: NNG LC CT LI V LI TH CNH TRANH
1. Cnh tranh bng sn phm
Cht lng sn phm
Nhn mc, bao b v uy tn sn phm
Chu k sng ca sn phm
2. Cnh tranh v gi
3. Cnh tranh v phn phi v bn hng
4. Cnh tranh v thi c th trng
5. Cnh tranh v khng gian v thi gian
73
CHNG VI:
CC CP V CC LOI CHIN LC
1. Chin lc cp cng ty
2. Chin lc cp n v kinh doanh
3. Chin lc cp chc nng
74
08/05/2013
38
CHIN LC CP CNG TY
CHNG VI: CC CP V CC LOI CHIN LC
1. Nhm chin lc kt hp
Chin lc kt hp v pha trc
Chin lc kt hp v pha sau
Chin lc kt hp theo chiu ngang
Nguyn liu Nh ch to
trung gian
Lp rp Phn phi
Union,
Carbide,
Kyocera
Intel,
Seagate,
Micron
Apple,
Compaq,
Dell
Computer
world, Office
Max
75
CHIN LC CP CNG TY
1. Nhmchin lc kt hp
Hi nhp hon ton
Hi nhp hnh chp
Bt li v chi ph
Bt li pht sinh khi
cng ngh ang thay i
nhanh
Bt li khi nhu cu
khng d kin c
Cho php cng ty to
lp cc ro cn vi cc
i th cnh tranh mi
Thc y u t vo
cc ti sn chuyn mn
ha nng cao hiu qu
Bo v cht lng
Lm cho vic lp k
hoch c ci thin
76
08/05/2013
39
CHIN LC CP CNG TY
CHNG VI: CC CP V CC LOI CHIN LC
2. Nhm chin lc chuyn su
Chin lc thm nhp th trng
Chin lc pht trin th trng
Chin lc pht trin sn phm
Tng th phn cho sn phm/dch v hin ti
Tp trung tip th, tng nhn vin bn hng,
V d: BMW ra mt trung tm dch v xe tng doanh s bn xe
BMW
77
CHIN LC CP CNG TY
CHNG VI: CC CP V CC LOI CHIN LC
2. Nhm chin lc chuyn su
Chin lc thm nhp th trng
Chin lc pht trin th trng
Chin lc pht trin sn phm
a ra sn phm/dch v hin c vo khu vc a l mi
V d: Hong Anh Gia Lai m vn phng ti Lo, Vietnam Airlines
u t hng khng Campuchia
78
08/05/2013
40
CHIN LC CP CNG TY
CHNG VI: CC CP V CC LOI CHIN LC
2. Nhm chin lc chuyn su
Chin lc thm nhp th trng
Chin lc pht trin th trng
Chin lc pht trin sn phm
Tng doanh th t vic ci tin v sa i sn phm/dch v hin ti
V d: S thay i hng v ca Xylitol, Omo thay i bao b, kiu
cch np bnh
79
CHIN LC CP CNG TY
CHNG VI: CC CP V CC LOI CHIN LC
3. Nhm chin lc m rng hot ng
a dng ha ng tm
a dng ha theo chiu ngang
a dng ha kiu kt khi
Tng doanh thu bng cch thm vo cc sn phm/dch v mi c lin
quan cho khch hnh hin ti.
V d: Toyota gii thiu mu xe th thao Fortuner, Ford gii thiu
Everest, Honda gii thiu Civic Habanero..
80
08/05/2013
41
CHIN LC CP CNG TY
CHNG VI: CC CP V CC LOI CHIN LC
3. Nhm chin lc m rng hot ng
a dng ha ng tm
a dng ha theo chiu ngang
a dng ha kiu kt khi
Tng doanh thu bng cc thm vo sn phm/dch v mi khng lin
quan cho khch hng hin ti.
V d: Acer v Dell tn cng vo th trng in thoi di ng,
Vinamilk u t vo xy dng nh my c ph.
81
CHIN LC CP CNG TY
CHNG VI: CC CP V CC LOI CHIN LC
3. Nhm chin lc m rng hot ng
a dng ha ng tm
a dng ha theo chiu ngang
a dng ha kiu kt khi
Tng doanh thu bng cch thm vo sn phm/dch v khng lin quan
cho khch hng mi.
V d: FPT hot ng t lnh vc vin thng sang hot ng trong dch
v ngn hng (Tienphong Bank)
82
08/05/2013
42
CHIN LC CP CNG TY
CHNG VI: CC CP V CC LOI CHIN LC
3. Nhm chin lc khc
Lin doanh
Thu hp bt hot ng
Ct b bt hot ng
Thanh l
Chin lc hn hp
83
CHIN LC CP CNG TY
CHNG VI: CC CP V CC LOI CHIN LC
4. Qu trnh pht trin ca mt cng ty
4.1. Tp trung vo mt lnh vc kinh doanh.
Tp trung vo mt lnh vc kinh doanh nht nh trn th trng ni
a
Chin lc cng ty cng l chin lc cp kinh doanh
Li th:
C y ngun lc
D dng nm bt th trng
Bt li:
Gii hn v lnh vc kinh doanh v th trng
Gp kh khn trong ti a ha li nhun
B l c hi s dng nng lc ct li cho cc lnh vc lin
quan
84
08/05/2013
43
CHIN LC CP CNG TY
CHNG VI: CC CP V CC LOI CHIN LC
4. Qu trnh pht trin ca mt cng ty
4.2. Hi nhp dc, m rng th trng
Cng c, m bo v th cnh tranh bn vng
Li th: Gim chi ph nh
Kim sot c dy chuyn cung ng
Thc hin lin tc, phi hp quy trnh sn xut
Ch ng ngun vt t
Bt li:
Bt li v chi ph
Thay i cng ngh
Nhu cu khng n nh
85
CHIN LC CP CNG TY
CHNG VI: CC CP V CC LOI CHIN LC
4. Qu trnh pht trin ca mt cng ty
4.3. a dng ha, m rng hot ng sang lnh vc mi
Thc hin khi ngun lc ti chnh d tha
Chin lc khc ngoi cc chin lc m rng hot ng:
C cu kinh doanh
Ti cu trc
Chuyn giao k nng
Chia s ngun lc.
86
08/05/2013
44
CHIN LC CP N V KINH DOANH
CHNG VI: CC CP V CC LOI CHIN LC
1. Nn tng ca chin lc cp n v kinh doanh
1
Nhu cu khch
hng v s khc
bit ha sn phm
3
Nng lc phn
bit
2
Nhm khch hng
v s phn khc
th trng
87
CHIN LC CP N V KINH DOANH
CHNG VI: CC CP V CC LOI CHIN LC
2. Cc loi chin lc cnh tranh
1
Chin lc cnh
tranh tng qut
3
Chin lc theo
v tr cnh tranh
2
Chin lc theo
chu k pht
trin ngnh
88
08/05/2013
45
CHIN LC CP N V KINH DOANH
CHNG VI: CC CP V CC LOI CHIN LC
Chi ph thp
nht
Ngun gc
ca li th
Khc bit
ha
Rng
Chi ph thp
nht
Khc bit
ha SP
Phm vi
cnh tranh
Hp
Tp trung
da vo CP
thp nht
Tp trung
da vo
khc bit
ha
2.1. Chin lc cnh tranh tng qut
89
CHIN LC CP N V KINH DOANH
CHNG VI: CC CP V CC LOI CHIN LC
Dn o chi
ph
To s
khc bit
Tp trung
To s khc
bit sn
phm
Thp (da
vo gi)
Cao (da
vo s c
o)
Thp ti cao
Phn on
th trng
Thp (Th
trng khi
lng ln)
Cao
(Nhiu
phn on
th trng)
Thp (mt
hoc mt vi
phn on)
Nng lc to
s khc bit
Ch to v
qun tr vt
liu
R&D, bn
hng v
marketing
Bt k nng
lc to s
khc bit no
2.1. Chin lc cnh tranh tng qut
90
08/05/2013
46
CHIN LC CP N V KINH DOANH
CHNG VI: CC CP V CC LOI CHIN LC
2.1.1. Chin lc dn o chi ph
Li th Bt li
C mt v th chi ph ng gi
phng th trc cc i th cnh
tranh
It b tc ng bi s tng gi cc
u vo trc cc nh cung cp
y quyn lc
t b thc p gim gi bi cc
khch hng quyn lc
C v th hp dn hn trn
phng din s thay th sn phm
Thit lp mt ro cn nhp cuc
nh li th chi ph
Kh nng ca cc i th
cnh tranh tm cch sn xut
vi mc chi ph thp hn
Kh nng nhng i th cnh
tranh bt chc mt cch d
dng cc phng php ca
ngi dn o chi ph
Ri ro khi ngi dn o chi
ph chuyn tm vo gim chi
ph sn xut, c th mt i s
nhn nhn v nhng thay i
s thch ca KH
2.1. Chin lc cnh tranh tng qut
91
CHIN LC CP N V KINH DOANH
CHNG VI: CC CP V CC LOI CHIN LC
Li th Bt li
S trung thnh nhn hiu l
mt ti sn rt ng gi bo
v cng ty v mi mt
C th chuyn s tng gi v
pha khch hng
C th to nn mt ro cn
nhp cuc
S e do ca cc sn phm
thay th tu thuc kh nng
p ng vi nhu cu ca khch
hng
i th c th bt chc
sn phm hay nhng g m
ngi to khc bit lm
Theo thi gian cc sn
phm khc bit s tr nn
thng thng.
2.1.2. Chin lc khc bit ha
2.1. Chin lc cnh tranh tng qut
92
08/05/2013
47
CHIN LC CP N V KINH DOANH
CHNG VI: CC CP V CC LOI CHIN LC
Chin lc khc bit ha v dn o chi ph:
Tn dng cng ngh sn xut mm do, ch to linh hot
Tiu chun ho nhiu chi tit b phn c s dng trong
sn phm cui cng
Gim c chi ph sn xut v chi ph marketing bng cch
gii hn s mu sn phm trong ph sn phm khi cung
cp cc gi nh ca cc tuy chn hn l khch hng t
chn ra chnh xc tu chn h cn
Gim chi ph cng nh ci thin cht lng v tin cy
cho sn phm bng h thng tn kho ng thi hn (JIT)
93
CHIN LC CP N V KINH DOANH
CHNG VI: CC CP V CC LOI CHIN LC
Li th Bt li
D dng tp trung vo cc
ngun gy khc bit: hiu
qu, cht lng, s ci tin
v p ng khch hng
Lng trung thnh c th gip
gim nh e do t sn phm
thay th
Khng phi qun l nhiu
phn on th trng
Sc mnh thuc v nh cung
cp do khi lng mua nh
Chi ph sn xut thng cao
hn chi ph sn xut ca cc
cng ty c chi ph thp
Cc khe h ca ngi tp
trung c th t ngt bin mt
do s thay i cng ngh hay
s thay i s thch ca
khch hng
2.1.3. Chin lc tp trung
2.1. Chin lc cnh tranh tng qut
94
08/05/2013
48
CHIN LC CP N V KINH DOANH
CHNG VI: CC CP V CC LOI CHIN LC
2.2.1. Chin lc trong cc ngnh phi thai v tng trng
T pht trin v tip th s i mi
Pht trin v tip th s i mi thng qua ng minh hoc
lin doanh
Bn bn quyn
>>> Khai thc i mi v tp lp li th cnh tranh di hn
2.2.2. Chin lc trong cc ngnh trng thnh
Ngn cn gia nhp ngnh
Qun l cc i th cnh tranh
2.2. Chin lc theo chu k pht trin ngnh
95
CHIN LC CP N V KINH DOANH
CHNG VI: CC CP V CC LOI CHIN LC
2.2.3. Chin lc trong cc ngnh chn mi
Bo v th phn v ci tin cht lng sn phm
Kim sot quan h vi ngi cung cp v nh phn phi
2.2.4. Chin lc trong ngnh suy thoi
Chin lc lnh o
Chin lc th trng c tn
Chin lc thu hoch
Chin lc tho chy
2.2. Chin lc theo chu k pht trin ngnh
96
08/05/2013
49
CHIN LC CP N V KINH DOANH
CHNG VI: CC CP V CC LOI CHIN LC
2.3.1. Chin lc ngi dn u th trng
2.3.2. Chin lc ca ngi v th thch thc
2.3.3. Chin lc ca ngi i sau
2.3. Chin lc theo v th cnh tranh
97
CHIN LC CP CHC NNG
CHNG VI: CC CP V CC LOI CHIN LC
Cp
Chc Nng
Sn xut Qun tr, lnh o
Marketing
Qun tr chui cung ng
v Logistics
H thng thng tin
R&D
Ngun nhn lc
Ti chnh
98
08/05/2013
50
1. Tin trnh hoch nh chin lc
2. Giai on nhp vo
3. Giai on kt hp
4. Giai on quyt nh
99
CHNG
VII: HOCH NH
CHIN LC CNG TY
10
0
08/05/2013
51
CHNG
VII: HOCH NH
CHIN LC CNG TY
Giai on I: Giai on nhp vo
Ma trn nh gi cc
yu t bn ngoi (EFE)
Ma trn hnh nh cnh
tranh
Ma trn nh gi cc
yu t bn trong (IFE)
Giai on II: Giai on kt hp
Ma trn nguy c,
c hi, im
mnh, im yu
(SWOT/TOWS)
Ma trn v th
chin lc v
nh gi hnh
ng (SPACE)
Ma trn nhm
tham kho
kin BOSTON
(BCG)
Ma trn
bn trong
bn
ngoi (IE)
Ma trn
chin
lc
chnh
Giai on III: Giai on quyt nh
Ma trn hoch nh chin lc c kh nng nh lng (QSPM)
Fred R. David, Khi lun v Qun tr chin lc, tr.260
10
1
CHNG
VII: HOCH NH
CHIN LC CNG TY
1. Phn tch mi trng bn ngoi
Ma trn EFE (External Factor Evaluation)
Bc 1: Lp danh mc 10 20 yu t c hi v nguy c ch
yu
Bc 2: Phn loi tm quan trng (0,0 Khng quan trng,
1,0 rt quan trng). Tng s cc phn loi l 1,0.
Bc 3: Xc nh h s phn loi (4 phn ng tt, 3 phn
ng trn trung bnh, 2 phn ng TB, 1 phn ng yu)
Bc 4: Nhn tm quan trng vi h s
Bc 5: Cng tng im ca tt c cc yu t (Khng qu
4,0 v khng di 1,0). Tng im TB: 2,5
10
2
08/05/2013
52
CHNG
VII: HOCH NH
CHIN LC CNG TY
1. Phn tch mi trng bn ngoi
Ma trn hnh nh cnh tranh
Bc 1: Lp danh mc 10 yu t nh hng n kh nng
cnh tranh ca cc doanh nghip trong ngnh
Bc 2: Phn loi tm quan trng (0,0 Khng quan trng,
1,0 rt quan trng). Tng s cc phn loi l 1,0.
Bc 3: Xc nh h s phn loi (4 phn ng tt, 3 phn
ng trn trung bnh, 2 phn ng TB, 1 phn ng yu)
Bc 4: Nhn tm quan trng vi h s
Bc 5: Cng tng im ca tt c cc yu t cho tng
doanh nghip (Khng qu 4,0 v khng di 1,0).
10
3
CHNG VII:
HOCH NH
CHIN LC CNG TY
2. Phn tch mi trng bn trong
Ma trn IFE (Internal Factor Evaluation)
Bc 1: Lp danh mc 10 20 yu t im mnh v im
yu c bn
Bc 2: Phn loi tm quan trng (0,0 Khng quan trng,
1,0 rt quan trng). Tng s cc phn loi l 1,0.
Bc 3: Xc nh h s phn loi (1 rt yu, 2 kh yu, 3
kh mnh, 4 rt mnh)
Bc 4: Nhn tm quan trng vi h s
Bc 5: Cng tng im ca tt c cc yu t (Khng qu
4,0 v khng di 1,0). Tng im TB: 2,5
10
4
08/05/2013
53
CHNG VII:
HOCH NH
CHIN LC CNG TY
1. Ma trn SWOT(Strengths, Weaknesses, Opportunities, and Threats)
Kt hp cc yu t quan trng bn trong v bn ngoi hnh
thnh cc chin lc
10
5
Yu t quan trng
bn trong
Yu t quan trng bn ngoi Chin lc tng hp
Vn lun chuyn
tha
Ngnh ang c nh nc quan
tm u t pht trin
Cng sut khng S rt khi ngnh ca 2 i th
cnh tranh ln
Mnh v hot ng
R&D
Gim s lng ngi trng
thnh cn tr
Tinh thn lm vic
thiu nhit tnh ca
nhn vin
S xm nhp th trng ca i
th mi c li th v danh ting
u t xy dng nh
my mi
Kt hp chiu ngang,
mua li c s vt cht
Pht trin sn phm
phc v ngi cao tui
Pht trin h thng
phc li mi cho nhn
vin
CHNG VII:
HOCH NH
CHIN LC CNG TY
1. Ma trn SWOT
Gm 8 bc cn bn
10
6
trng O T
S SO ST
W WO WT
08/05/2013
54
CHNG VII:
HOCH NH
CHIN LC CNG TY
1. Ma trn TOWS
Nhn mnh cc yu t mi trng bn ngoi v cc chin
lc
10
7
trng S W
O SO WO
T ST WT
CHNG VII:
HOCH NH
CHIN LC CNG TY
S W O T
1. V tr ti
chnh mnh
2. H thng
phn phi
rng khp
1. Thiu
chuyn
mn k
thut v
in ton
2. Cht lng
sn phm
km
1. Th trng
nc ngoi
cha bo
ha
2. Nhu cu v
dch v
my vi tnh
gia tng
1. Cc u i
ca chnh
ph gim
2. Nh phn
phi khng
ng tin
cy
1. Ma trn SWOT
10
8
08/05/2013
55
CHNG VII:
HOCH NH
CHIN LC CNG TY
10
9
O T
S
Pht trin th
trng
a dng ha kt
hp
W
Mua li cng ty
in ton k
thut cao
Kt hp v pha
trc
1. Ma trn SWOT
CHNG VII:
HOCH NH
CHIN LC CNG TY
2. Ma trn SPACE (Stragetic Position Action Evaluation)
L ma trn xc nh v tr chin lc v nh gi hot ng
ca doanh nghip
Gip doanh nghip quyt nh la chn chin lc tn cng,
thn trng/bo th, phng th hay cnh tranh
Ct dc: Sc mnh ti chnh (FS-Financial Strength) + S n
nh ca mi trng (ES-Environmental Stability)
Ct ngang: Li th cnh tranh (CA-Competitive Advantage)
+ Sc mnh ca ngnh (IS-Industrial Strength)
11
0
08/05/2013
56
CHNG VII:
HOCH NH
CHIN LC CNG TY
2. Ma trn SPACE (Stragetic Position Action Evaluation)
L ma trn xc nh v tr chin lc v nh gi hot ng
ca doanh nghip
Gip doanh nghip quyt nh la chn chin lc tn cng,
thn trng/bo th, phng th hay cnh tranh
Ct dc: Sc mnh ti chnh (FS-Financial Strength) + S n
nh ca mi trng (ES-Environmental Stability)
Ct ngang: Li th cnh tranh (CA-Competitive Advantage)
+ Sc mnh ca ngnh (IS-Industrial Strength)
11
1
CHNG VII:
HOCH NH
CHIN LC CNG TY
2. Ma trn SPACE (Stragetic Position Action Evaluation)
11
2
Conservative: Thn trng
Aggressive: Tn cng
Competitive: Cnh tranh
Defensive: Phng th
08/05/2013
57
CHNG VII:
HOCH NH
CHIN LC CNG TY
2. Ma trn SPACE (Stragetic Position Action Evaluation)
Chin lc tn cng
Mnh v ti chnh v t c nhiu li th cnh tranh trong mt
ngnh tng trng v n nh
Hoc mnh v ti chnh v l mt cng ty ang ni bt trong ngnh
V tr tt s dng nhng im mnh
Cc chin lc thch hp: Thm nhp th trng, pht trin th trng,
pht trin sn phm, kt hp v pha sau / pha trc / chiu ngang, a
dng ha ng tm / kt hp / theo chiu ngang
hoc chin lc tng hp
11
3
CHNG VII:
HOCH NH
CHIN LC CNG TY
2. Ma trn SPACE (Stragetic Position Action Evaluation)
Chin lc cnh tranh
C li th cnh tranh ln trong ngnh c mc tng trng cao
Hoc cnh tranh kh tt trong mt ngnh khng n nh
Nn tng kh nng v tim nng cnh tranh
Cc chin lc thch hp: Hi nhp v pha sau / pha trc / theo
chiu ngang, thm nhp th trng, pht trin th trng, pht trin sn
phm hoc tham gia lin doanh
11
4
08/05/2013
58
CHNG VII:
HOCH NH
CHIN LC CNG TY
2. Ma trn SPACE (Stragetic Position Action Evaluation)
Chin lc phng th
V tr cnh tranh rt km trong mt ngnh c mc tng trng m v
khng n nh
Hoc c kh khn v ti chnh trong mt ngnh rt bt n
Tp trung ci thin im yu bn trong v trnh cc e da bn ngoi
Cc chin lc thch hp: Hn ch chi tiu, loi b bt, thanh l v a
dng ha ng tm
11
5
CHNG VII:
HOCH NH
CHIN LC CNG TY
2. Ma trn SPACE (Stragetic Position Action Evaluation)
Chin lc thn trng
C sc mnh v ti chnh trong mt ngnh cng nghip n nh nhng
khng tng trng, khng c li th cnh tranh ln
Hoc ang b bt li v cnh tranh trong mt ngnh n nh v cng
ngh nhng li st gim v doanh s bn
Hot ng trong kh nng, khng nn liu lnh m rng
Cc chin lc thch hp: Thm nhp th trng, pht trin th trng,
pht trin sn phm v a dng ha ng tm.
11
6
08/05/2013
59
CHNG VII:
HOCH NH
CHIN LC CNG TY
2. Ma trn SPACE (Stragetic Position Action Evaluation)
Bc 1: Chn mt nhm cc yu t th hin sc mnh ti chnh (FS), li th
cnh tranh (CA), S n nh ca mi trng (ES), v sc mnh ngnh (IS).
B 2: n nh gi tr +1 (Xu nht) ti +6 (Tt nht) cho mi yu t thuc FS v
IS, n nh gi tr -1 (Tt nht) ti 6 (Xu nht) cho mi yu t thuc ES v
CA
B 3: Tnh im trung bnh cho FS bng cch cng cc gi tr n nh cho cc
yu t, ri chia cho s cc yu t c c la chn th hin trong FS. Tng
t cch tnh vi IS , ES v CA
B 4: nh s im trung bnh cc FS, IS, ES v CA ln cc trc thch hp ca
ma trn SPACE
B 5: Cng im s trn trc X v nh du im kt qu trn trc X , tng t
lm vi trc Y sau xc nh giao im ca 2 im mi trn trc XY
Bc 6: V Vecto c hng t im gc ca ma trn SPACE qua giao im mi
11
7
CHNG VII:
HOCH NH
CHIN LC CNG TY
2. Ma trn SPACE (Stragetic Position Action Evaluation)
11
8
V tr chin lc bn trong V tr chin lc bn ngoi
Ct
X
CA IS
Ct
Y
FS ES
1. Cht lng sn phm
2. Th phn
3. Hnh nh / Nhn hiu
4. Vng i sn phm
-1
-1,6
-2,8
-1,8
-1,8
1. Ro cn nhp cuc
2. Tim nng pht trin
3. Kh nng huy ng vn
4. Tnh ng nht
+5
+4
+6
+5
1. ROA
2. n by ti chnh
3. Kh nng thanh khon
4. Dng chy vn
5,8
3,7
5,2
4,5
+4,8
1. Lm pht
2. S thay i cng ngh
3. S bin i ca nhu cu
4. Thu
-5
-2,5
-4
-4,5
-4,0
+5,0
Ct X : - 1,8 + 5,0 = + 3.2
Ct Y : + 4,8 4,0 = + 0,8
08/05/2013
60
CHNG VII:
HOCH NH
CHIN LC CNG TY
2. Ma trn SPACE (Stragetic Position Action Evaluation)
Ct X : - 1,8 + 5,0 = + 3.2
Ct Y : + 4,8 4,0 = + 0,8
11
9
CHNG VII:
HOCH NH
CHIN LC CNG TY
3. Ma trn BCG (Boston Consulting Group)
Xc nh nhng yu cu v vn u t (dng tin) v nhng ni c th
to ra ngun vn u t cc n v kinh doanh chin lc (SBU) khc
nhau quyt nh chin lc thch hp
Ch ra cch s dng ngun vn u t
Xc nh tip nhn hoc t b SBU
12
0
08/05/2013
61
CHNG VII:
HOCH NH
CHIN LC CNG TY
3. Ma trn BCG (Boston Consulting Group)
Bc 1: Xc nh danh mc cc SBU v nh gi trin vng tng lai ca
chng
Phn chia cc SBU
Th phn tng i: t l th phn ca SBU so vi i th cnh tranh
Tc tng trng ca ngnh
Bc 2: Sp xp cc SBU vo ma trn
Trc ngang: th phn tng i
Trc dc: tc tng trng ca ngnh
SBU: Biu th bng hnh trn c tm theo TPT v TTT ngnh v kch
thc t l vi doanh thu / li nhun ca SBU trong tng doanh thu / li
nhun ca doanh nghip
12
1
CHNG VII:
HOCH NH
CHIN LC CNG TY
3. Ma trn BCG (Boston Consulting Group)
12
2
T
L
Tng
Trng
Ngnh
Th phn tng i
Cao
+20%
TB
+10%
Thp -20%
Cao 1,0 TB 0,5 Thp 0,0
08/05/2013
62
CHNG VII:
HOCH NH
CHIN LC CNG TY
3. Ma trn BCG (Boston Consulting Group)
Bc 3: Xc nh chin lc cho tng SBU
12
3
(I) Question Marks:
Th phn thp, ngnh tng trng
cao, trin vng v li nhun v tng
trng trong di hn
C th bin thnh ngi sao nhng
cn vn u t ln
Cc chin lc thch hp: Thm
nhp th trng, pht trin th
trng, pht trin sn phm hoc
bn chng.
CHNG VII:
HOCH NH
CHIN LC CNG TY
3. Ma trn BCG (Boston Consulting Group)
Bc 3: Xc nh chin lc cho tng SBU
12
4
(II) Stars:
Th phn ln, ngnh tng trng
cao
Li th cnh tranh v c hi pht
trin ln
Cn vn u t ln
Cc chin lc thch hp: Chin
lc kt hp v pha trc / pha
sau / chiu ngang, thm nhp / pht
trin th trng / sn phm, tham
gia lin doanh
08/05/2013
63
CHNG VII:
HOCH NH
CHIN LC CNG TY
3. Ma trn BCG (Boston Consulting Group)
Bc 3: Xc nh chin lc cho tng SBU
12
5
(III) Cash Cows:
Th phn ln, ngnh tng trng
thp, giai on trng thnh v c
v th cnh tranh
u th v chi ph nh li th kinh t
theo qui m v ng cong kinh
nghim >>> kh nng sinh li cao
Mang li doanh thu v li nhun
cao nhng khng cn vn u t
ln
Cc chin lc thch hp: Pht trin
sn phm / a dng ha kt hp
hoc gim bt chi tiu / loi b bt
hot ng
CHNG VII:
HOCH NH
CHIN LC CNG TY
3. Ma trn BCG (Boston Consulting Group)
Bc 3: Xc nh chin lc cho tng SBU
12
6
(IV) Dogs:
Th phn thp, ngnh tng trng
thp
Khng c trin vng
Cc chin lc thch hp: Ti cu
trc / Ci tin v Ct gim chi ph
hoc thanh l / Loi b bt hot
ng.
08/05/2013
64
CHNG VII:
HOCH NH
CHIN LC CNG TY
4. Ma trn GE (General Electric)
5. Ma trn IE (Internal External)
6. Ma trn Chin lc chnh (Grand Strategy)
12
7
CHNG VII:
HOCH NH
CHIN LC CNG TY
1. Phng php Chuyn gia
2. Ma trn QSPM
12
8
08/05/2013
65
CHNG VII:
HOCH NH
CHIN LC CNG TY
2. Ma trn QSPM
12
9
Bc 1: Lit k c hi, e da, im mnh, im yu
B 2: Phn loi cc yu t bn trong v bn ngoi
B 3: Xc nh cc chin lc thay th
B 4: Xc nh s im hp dn (AS) ca mi chin lc ng vi cc yu
t. Rt khng hp dn = 1, t hp dn = 2, hpdn = 3, kh hp dn = 3, rt
hp dn = 4
B 5: Tnh tng s im hp dn (TAS)
B 6: Tnh tng s im hp dn cho mi chin lc
CHNG VII:
HOCH NH
CHIN LC CNG TY
2. Ma trn QSPM
13
0
Cc yu t chnh
H
s
phn
loi
Cc chin lc c th la
chn
Mua cty TC Mua cty TP
AC TAS AS TAS
Cc yu t bn trong
1. Kinh nghim ca BQT
2. Vn lun chuyn tha
3. R&D pht trin mnh
4. ROA thp
Cc yu t bn ngoi
1. Li sut tng cao
2. Dn s tng
3. Ngnh ti chnh pht trin mnh
4. i th ln ang gia nhp
3
4
3
1
2
3
4
1
4
2
-
2
3
4
4
1
2
3
-
3
4
2
2
3
Tng im 57 46