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4.1 Gii thiu chung v chin lc kinh doanh ................................ 2
4.1.1 Khi nim chin lc kinh doanh .............................................................. 2
4.1.2 c trng ca chin lc kinh doanh: ....................................................... 2
4.1.3 Vai tr ca chin lc kinh doanh. ............................................................ 3
4. 2. Tin trnh hoch nh chin lc trong ngn hng ........... 4
4.2.1 S mnh (nhim v) ca ngn hng........................................................... 5
4.2.2 Nhng mc tiu ca chin lc kinh doanh ca ngn hng ...................... 7
4.2.3 Phn tch mi trng kinh doanh v xc nh c hi v nguy c.............. 8
4.2.4 Phn tch mi trng bn trong v xc nh im mnh - yu................ 12
4.2.5. Xy dng chin lc kinh doanh cho ngn hng..................................... 14
4.2.6 Chin lc cp chi nhnh v b phn chc nng .................................... 15
4.2.7 T chc thc hin chin lc ................................................................... 17
4.2.8 Quy trnh kim tra chin lc .................................................................. 19
4.2.9 Cc chin lc chc nng ca ngn hng ................................................ 20
4.2.9.1 Chin lc ti chnh .............................................................................. 20
4.2.9.2 Chin lc nhn s............................................................................... 21
4.2.9.3 Chin lc marketing ............................................................................ 25
4.2.9.4 Chin lc sn xut............................................................................... 27
4.2.9.5 Cc chin lc khc:............................................................................. 28
4.3 Cc m hnh phn tch chin lc kinh doanh ........................ 28
4.3.1 Ma trn BCG: Nhm t vn Boston (Boston Consulting Group)............. 29
4.3.2 Ma trn Mc Kinsey - General electric ..................................................... 32
4.4.3 Ma trn SWOT ......................................................................................... 38
4.4. Bi tp tnh hung v tho lun nhm: Xy dng ma
trn swot cho nh tmcp an bnh .............................................................. 41
1. Mi trng bn trong Ngn Hng ..................................................................... 41
2. Mi trng bn ngoi ........................................................................................ 42
v thanh ton, dch v thanh ton quc t, dch v cho vay, dch v ngn
hng in t, dch v tn thc v dch v ngoi hi.
- Cng ngh: Ngn hng c phi xem cng ngh l mi quan tm
hng u khng? Cng ngh c thnh yu t hng u ca ngn hng trong
vic ci tin v nng cp tng cng nng sut v cht lng dch v
ngn hng khng? Cng ngh thanh ton, phn phi cc dch v c phi l
im mnh ca ngn hng khng?
- V tr ngn hng trong kinh doanh: Ngn hng ng v tr no
trong th trng m ngn hng ang v s hot ng? Thng thng cc
ngn hng mnh hng u mi th hin r iu ny trong s mnh kinh
doanh, cn cc ngn hng v th th trng y cnh tranh, eo bm khng
nn cp trong s mnh ca mnh.
- Th trng: Th trng mc tiu ca ngn hng u? Phm vi hot
ng l th trng a phng, khu vc, ton quc hay quc t. Trong ,
ngn hng phi khng nh c i tng chi tit khu vc hot ng trng
tm.
- Mi quan tm n nhn s: Hnh vi v thi ca ngn hng i
vi cng tc nhn s nh th no? Quan im ca ngn hng trong tuyn
dng, pht trin, kch thch, tn thng, thu ht cc nhn vin c kh nng,
cung cp nhng iu kin lm vic tt, ch tin lng, phc li ty theo
hiu qu lao ng v s gn b, c hi ha hn thn tin v m bo cng
n vic lm lu dai, khng kh ni l vic thoi mi, tinh thn hp tc, tn
trng ln nhau.
- Li th cnh tranh ca ngn hng: Mi ngn hng c li th cnh
tranh nht nh trn th trng. V d, lch s hnh thnh v hot ng ca
ngn hng, cht lng dch v, i ng nhn vin, s a dng v sn phm
kinh doanh, mc ph, h thng phn phi.... Tuy nhin, trong s mnh ca
ngn hng ch nu ln th mnh v c th ca ngn hng so vi cc ngn
hng cnh tranh. Chng hn, cc ngn hng mi tham gia th trng thng
khng c li th v lch s v kinh nghim.
nhau, nht l vic hon thnh mc tiu ny khng cn tr vic hon thnh
mc tiu khc. Kinh nghim thc t cho thy: vic phn cp mc tiu theo
th t u tin, a ra cc phng n ty chn nhm dung ha mu thun l
cch kh kh tt gim thiu cc mu thun tim nng.
- Tnh o lng: Tnh cht c lin quan n tnh c th ca mc tiu,
c ngha l mt mc tiu cng c th th cng phi th hin r kh nng o
lng c. Do , cc mc tiu nn c a ra di dng cc ch tiu th
hin bng con s tuyt i hay tng i. Chng hn, kh nng cnh tranh
c o lng bi th phn chim lnh trn th trng, kh nng m rng th
trng v phng din a l c o lng lin quan cht ch n vic xc
lp cc tiu chun kim tra, nh gi kt qu kinh doanh.
- Tnh kh thi: Cc mc tiu c t ra phi kh thi trn phng din
thc hin. iu ny c ngha l n phi phn nh c nguyn vng v ph
p vi kh nng ca ngn hng. Nhng mc tiu ny phi l kt qu tng
th ca nhng hot ng m ngn hng c th thc hin trong mi trng
m n hot ng trn thc t ch khng phi l mt th trng gi s.
- Tinh thch thc: Ni dung cc mc tiu phi c tnh thch thc trn
c s hy vng cao cc nh qun tr v nhn vin ngn hng thc s n lc
phn u thc hin v hon thnh. iu ny s to mt tin l tt mi
ngi lun tm ti, pht huy sng kin t hiu qu cao. Tuy nhin, ngn
hng t ra cc mc tiu qu cao, khng st thc t hay kh c th t c
th n tr nn phn tc dng v n khin mi ngi chn nn, mt lng tin
vo chin lc tr nn ch l o vng khng c kh nng thc hin.
- Tnh linh hot: Cc mc tiu kinh doanh c t ra trong mi
trng kinh doanh trong tng lai. Do , cc mc tiu c xy dng phi
c tnh linh hot hay phi c kh nng iu chnh cho ph hp vi cc nguy
c v c hi xy ra trong mi trng kinh doanh thc t. Tuy nhin, ngn
hng cn lu rng vic thay i v iu chnh qu thng xuyn s dn
n s ri lon trong chin lc, chnh sch v cc chng trnh hot ng.
4.2.3 Phn tch mi trng kinh doanh v xc nh c hi v nguy c
4.2.3.1 Mi trng kinh doanh bn ngoi
Trung tm Bi dng v T vn v Ngn hng Ti chnh - H Kinh t Quc dn
Kt qu
ti
chnh
mong mun
Trung tm Bi dng v T vn v Ngn hng Ti chnh - H Kinh t Quc dn
Xt li mc
tiu (4)
Quyt nh
chin lc (5)
Phn tch v d bo mi
trng bn trong (3)
Phn phi
ngun lc (6)
Kim tra, nh gi
v u chnh (9)
Xy dng
chnh sch (7)
chc
thc
nh gi v
hin chin lc
iu
chnh chin lc
Trung tm Bi dng v T vn v Ngn hng Ti chnh - H Kinh t Quc dn
khuyn khch ngi lao ng pht huy ht ti nng ca h trong cng vic
v h cng c hng xng ng vi cng sc b ra.
- Gii php v ci thin iu kin lao ng.
m bo to ra cc iu kin lao ng tt l iu kin tng nng sut
lao ng, l m bo an ton lao ng cng nh sc kho ca ngi lao
ng. V vy, cc gii php v ci thin iu kin lao ng lun phi c
coi trng ng mc.
Cc gii php chin lc v ci thin iu kin lao ng phi c
xy dng trn c s h thng mc tiu chin lc, chin lc pht trin con
ngi (nu c), thc trng k thut - cng ngh, cc d bo tng lai v k
thut - cng ngh v m bo iu kin lao ng. Cc gii php ny thng
gn vi cc gii php v u t, pht trin ngun nhn lc.
4.2.9.3 Chin lc marketing
Chin lc marketing c mc tiu nng cao nng lc, p ng trc
nhng thay i ca cu th trng v ca i th, ng thi chun b phng
n ng ph vi nhng c hi v ri ro tim tng ny sinh trong sut thi k
chin lc.
Chin lc marketing l mt chin lc hnh ng ton din, c
hnh thnh nhm p ng cc i hi ca ngn hng ang hot ng trong
mt ngnh kinh doanh v th trng c th xc nh. Chin lc marketing
bao gm vic la chn cc mc tiu th trng v cc phng php t
c mc tiu . Cc mc tiu c th l:
- Doanh thu bn hng hoc th phn trong thi k chin lc
- Nhng mc tiu pht trin th trng v khu vc a l hoc c cu
khch hng.
- Pht trin cc knh tiu th
- Cc sn phm mi v/hoc khc bit ho sn phm
Nhim v c th ca hot ng marketing ni chung v cho tng hot
ng c th, tng phn on th trng c th thng gn vi cc nhim
v c th cho hot ng qung co, cho hot ng tip th, khuyn mi, gn
vi vic cung cp thng tin pht trin sn phm
Theo Igor Ansoff th chin lc marketing bao gm cc vn ch
yu sau: thm nhp th trng, pht trin th trng, pht trin sn phm v
a dng ho. C th hn, c th coi chin lc marketing bao gm phn tch
cc c hi th trng, p ng nhng yu cu th trng bng cch thc hin
nhng thay i cn thit trong sn phm (dch v), tin hnh nhng bin
php gi c v cc bin php thc y, qung co v nh gi, hon thin h
thng knh phn phi.
La chn chin lc marketing tng thi k gn vi cc nhn t chin
lc ca thi k nh cc mc tiu chin lc tng qut ca ngn hng v
tng n v kinh doanh chin lc; chin lc kinh doanh v chin lc
cnh tranh ca ngn hng; s pht trin th trng, s pht trin ca cng
ngh, cc chnh sch sn phm, cc phn tch mi trng kinh doanh: c
hi, e do, mnh, yu ca ngn hng; cc d bo thay i v cnh tranh v
chnh sch ca Nh nc trong c bit lu n chin lc
marketing ca cc i th cnh tranh ch yu.
hoch nh chin lc marketing ph hp vi tng thi k phi
phn tch cc vn c th sau:
- Ngn hng ang kinh doanh g v s kinh doanh g trong thi k
chin lc.
- V tr hin ti ca ngn hng trong ngnh kinh doanh nh th no?
Ngn hng mun t c th phn l bao nhiu?
- Ai v s l khch hng, u v s l th trng ca ngn hng?
- Hnh nh, uy tn ca ngn hng di con mt ca khch hng ch
yu?
- Mc tiu c bit ca ngn hng i vi vic ci thin tnh hnh li
nhun.
- Chin lc v gii php ci tin sn phm ca ngn hng nh th
no?
Trung tm Bi dng v T vn v Ngn hng Ti chnh - H Kinh t Quc dn
chi tit no mua ngoi hay hp tc gia cng? Chi ph kinh doanh v gi
thnh bnh qun i vi tng loi sn phm (dch v)
Mun vy, cc nh hoch nh chin lc cn da vo cc cn c c
th nh: mc tiu v chin lc tng qut, hin trng nng lc sn xut ca
ngn hng v d bo nhng thay i trong thi k chin lc; cc phn tch
v d bo mi trng kinh doanh nh c hi, e do, mnh, yu ca ngn
hng; cc d bo v th trng, cnh tranh; cc nhim v pht trin k thut
- cng ngh, nghin cu ng dng v cng ngh, sn phm, vt liu mi
Cc nhn t chin lc sn xut ch yu c th l:
- Xy dng chin lc sn xut v lin kt trong sn xut nhm gim
thiu chi ph kinh doanh sn xut; tp trung u t cho cc yu t to ra li
th chin lc;
- Hnh thnh cc phng n sn phm c th trong thi k chin lc.
Cc gii php chin lc cn thit thc hin mc tiu v nhim v
xc nh trong thi k chin lc ph thuc vo cc nhn t nh hng
ti chin lc sn xut. Trong , c th bao hm cc gii php lin quan
trc tip n cc b phn sn xut v phc v sn xut v cc gii php phi
hp cc b phn khc nhau trong thc hin nhim v sn xut.
Mt trong cc gii php ch yu nhm m bo cht lng sn phm
l gii php trin khai thc hin qun tr nh hng cht lng theo tiu
chun ISO 9000, ng dng cc m hnh qun tr sn xut tin tin vo t
chc qun tr sn xut nh OPT, JIT, TQM
4.2.9.5 Cc chin lc khc:
Chin lc cng ngh, chin lc u t, mua sm v d tr, chin
lc nghin cu v pht trin.
4.3 Cc m hnh phn tch chin lc kinh doanh
Mt t chc thng c nhiu mc tiu v v vy, cn phi c cc chin
lc cho php t c cc mc tiu khc nhau . lm d dng cho qu
trnh lc chn chin lc, danh mc u t l mt phn ca qu trnh qun
l chin lc v gip ch nhiu cc nh hoch nh chin lc.
Trung tm Bi dng v T vn v Ngn hng Ti chnh - H Kinh t Quc dn
Thp
Cao
Kh
nng
pht
trin
TT
Thp
Trung bnh
1
Thp
0
C
A
B
E
Tc
tng
trn
g
Trung bnh
Yu
Sc hp
dn
ca
ngnh
kinh
doanh
(industry
attractive
ness)
Th
Trung bnh
Yu
C
- Quy m th
trng
- T l tng
trng th
trng
- Li nhun
bin
- Cng
cnh tranh
- Tnh chu k
- Tnh thi v
- Li th sn
xut trn quy
m ln
Cao
Sc
hp
dn
ca
MT
KD
F
Trung
bnh
Thp
tranh
trng
nh gi
im cn
bng
Quy m
0,10
0,30
Tng trng
0,20
0,80
Gi
0,50
0,10
C cu cnh tranh
0,50
0,25
Kh nng sinh li
0,10
0,50
Bo ho
0,05
0,25
0,15
0,30
0,15
0,60
Xu hng x hi
0,05
0,20
0,10
0,30
Mi trng x hi
hng
1,00
3,60
mi kha cnh.
S 4.3.5 M hnh la chn chin lc ca Mc Kinsey
Kh nng cnh tranh ca doanh nghip
Mi
A
Sc trn 1. Tng trng ni
hp
g c b
dn nhiu 2. Thn tnh chiu
dc
ca
c
mi
hi 3. Hp nht
4. Thn tnh chiu
trn
ngang
g
B
kinh Mi
doan trn 1. Thn tnh chiu
g c dc
h
mt 2. Thn tnh chiu
s c ngang
hi
v
D
1. Hp nht
2. Thn tnh chiu
ngang
3. Chin lc lin
doanh
G
1. Chuyn hng sn
xut
2. Bn bt
E
1. Chin lc n nh
2. Hp nht
3. Thn tnh chiu
ngang
4. Lin doanh
5. Bn bt
H
1. Chuyn hng sn
xut
2. Bn bt
I
1. Chuyn hng sn
xut
2. Bn bt
bt
li
Mi
C
trn 1. Thn tnh chiu
dc
g
nhiu 2. Thn tnh chiu
bt ngang
li 3. Bn bt
1. Bn bt
2. Thn tnh dc
3. Thn tnh ngang
4. n nh
Swot matrix
Cc c hi - O
Nhng im mnh - S
1.
2.
3. Lit k nhng im
mnh
4.
5.
6.
7.
8.
9.
10.
Cc chin lc
Nhng im yu - W
1.
2.
3. Lit k nhng im yu
4.
5.
6.
7.
8.
9.
10.
Cc chin lc
1.
2.
WO
3.
SO
4.
5. Vt qua nhng im
S dng nhng im
mnh tn dng c hi yu
6. bng cch tn dng
7.
cc c hi
8.
9.
10.
Cc chin lc
Cc mi e do - T
Cc chin lc
1.
1.
1.
2.
2.
WT
2.
ST
3. Lit k nhng nguy 3.
3.
c
4. Ti thiu ho nhng
4.
4.
im
5. S dng nhng im
5.
5.
yu v trnh khi
mnh
6.
6.
trnh cc mi e cc
7.
6.
mi e do
do
8.
7.
7.
9.
8.
8.
10.
9.
9.
10.
10.
1.
2.
3. Lit k cc c hi
4.
5.
6.
7.
8.
9.
10.
cc ngn hng thng mi c phn khc nh: Ngn hng pht trin nh
ng bng sng Cu Long, Eximbank, Techcombank... cng s i vo
hot ng u nm 2007.
Th t: Hai ngn hng thng mi c phn hng u ca Vit Nam nim
yt c phiu trn th trng chng khon
Ngy 12/7/2006, NHTM c phn Si Gn Thng tn Sacombank nim
yt c phiu trn trung tm giao dch chng khon thnh ph H Ch
Minh, vi s vn ln nht trn trung tm ny l 1.889 t ng sau
nng ln 2.089 t ng. n ht nm 2006 tng ti sn ca Sacombank
t khong 25.000 t ng, li nhun trc thu trn 500 t ng. Ngy
21-11-2006, Ngn hng thng mi c phn Chu - ACB nim yt c
phiu trn trung tm giao dch chng khon H Ni, vi loi c phiu c
tnh thanh khon ln nht v quy m ti sn ln nht n ht nm 2006
t khong gn 45.000 t ng, dn u khi NHTM c phn v dn u
cc doanh nghip nim yt c phiu trn trung tm giao dch chng
khon H Ni. Tng gi tr vn ho ca hai loi c phiu STB v ACB
trn hai trung tm giao dch chng khon t gn 30.000 t ng.
Th nm: C phiu ca nhm ngn hng thng mi c phn hp dn
nht v mc tng cao nht so vi tt c cc nhm ngnh trn th trng
phi tp trung OTC.
Tnh bnh qun trong nm 2006, gi c phiu ca cc NHTM c phn c
tc tng bnh qun 4-5 ln so vi cui nm 2005. Tnh n ht thng
12/2006, khng tnh hai loi c phiu STB v ACB nim yt th c
phiu ca cc NHTM c phn ng ang dn u, t trn 16,0 triu
ng/c phiu tnh theo mnh gi 1,0 triu ng, tip theo l Eximbank
t 13,5 triu ng, Techcombank t 10,0 triu ng,... Cc NHTM c
phn nng thn mi chuyn thnh th cng c gi c phiu tng nhanh
v t cao, nh: NHTMCP An Bnh, Si Gn H Ni, G- Bank...
Trung tm Bi dng v T vn v Ngn hng Ti chnh - H Kinh t Quc dn
http://youtu.be/dSO3G1BuM8M
Tc gi:
Thc s MBA Nguyn Chin Thng
Tin s Ton L nh Nam
(Tng hp bi L Giang)
nh dng file: PDF (~20MB) S trang: 570
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Sch c "c phn ho" nn gi ch cn
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th v gi vo s 0985.142.984, ng thi bn gi km theo a ch Email hoc Yahoo
mnh s gi ngay cho bn qua Email hoc Yahoo ty bn la chn.
Thng tin khuyn mi:
Khi mua sch cc bn cn c khuyn mi 4 in 1
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Ch : pass m file l giangblog
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Khi gp trng hp ny bn hy ti file nh km Email FoxitReader431_enu_Setup.rar
hoc click TI Y ti link trc tip sau ci t v m sch.
II. HNG DN TRA CU V S DNG