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CHNG 4 TO DNG LI TH CNH TRANH THNG QUA CC CHIN LC CHC NNG


KHI QUT T C S VT TRI V HIU QU Sn xut v hiu qu: Tnh kinh t v qui m Sn xut v hiu qu: Hiu ng hc tp Sn xut v hiu qu: ng cong kinh nghim Sn xut hiu qu: sn xut linh hot sn xut theo yu cu khch hng khi lng ln Marketing v hiu qu Qun tr vt liu, JIT v hiu qu Chin lc R&D v hiu qu Chin lc ngun nhn lc v hiu qu H thng thng tin, Internet, v hiu qu C s h tng v hiu qu T C CHT LNG VT TRI Khi nim TQM p dng TQM T C S CI TIN VT TRI T l tht bi cao trong ci tin To lp cc kh nng ci tin Tm tt: t c s ci tin vt tri T C S P NG KHCH HNG VT TRI Tp trung vo khch hng Tho mn nhu cu khch hng Tm tt: t c s p ng khch hng vt tri TM TT CHNG V CU HI N TP

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KHI QUT Chng ta tho lun v vai tr trung tm ca hiu qu, cht lng, ci tin, v p ng khch hng trong vic to lp v duy tr mt li th cnh tranh. Bn cht ca cc khi cnh tranh ny s hin ln r hn nu, chng ta c th ch ra vai tr ca cc nh qun tr v cch thc ci thin hiu lc ca chng. Cc chin lc cp chc nng l chin lc hng n ci thin hiu lc ca cc hot ng c bn trong phm vi cng ty, nh sn xut, marketing, qun tr vt liu, nghin cu v pht trin (R&D), v ngun nhn lc. Mc d mi chin lc cc nng c th tp trung vo mt chc nng nht nh, nhng ci thin thc s hiu lc ca mt khi cnh tranh no cn c s phi hp cht ch gia cc chc nng vi nhau. Chng ny nhm mc ch gip bn s hiu r rng v cc hnh ng ca cc nh qun tr thc hin cp tc nghip nhm t c s vt tri v hiu qu, cht lng,ci tin,p ng khch hng. 4.1. T C S VT TRI V HIU QU. Mt cng ty l mt c my ang chuyn ho cc u vo thnh cc u ra. c cc u ra l hng ho v dch v cng ty phi s dng cc u vo l nhng yu t c bn ca sn xut nh lao ng, t ai, tin vn, k nng qun tr, b quyt cng nghHiu qu ca qu trnh chuyn ha c o bng s lng u ra chia cho s lng u vo. Cng ty cng hiu qu khi n s dng cng t cc u vo to ra mt n v u ra, v th, n cn phn u h thp chi ph. Ni cch khc, mt cng ty hiu qu c nng sut cao hn cc i th cnh tranh v do chi ph thp hn. 4.1.1. Sn xut v hiu qu: Tnh kinh t v qui m Tnh kinh t v qui m l vic gim gi thnh n v sn phm lin quan n sn lng ln. Mt nguyn nhn dn n tnh kinh t v qui m d thy nht l kh nng phn b chi ph c nh cho khi lng ln sn phm sn xut. Chi ph c nh l cc chi ph pht sinh sn xut mt sn phm tng ng vi mt mc sn lng; chi ph ny bao gm chi ph mua my mc thit b, chi ph thit t my mc cho mt ln sn xut, chi ph nh xng, chi ph qung co v R&D. V d, Microsoft phi chi ra gn mt t USD pht trin mt phin bn ca h iu hnh Windows WINDOWS 2000. Microsoft c th t c tnh kinh t theo qui m mt cch ng k nh phn b cc chi ph c nh lin quan n pht trin h iu hnh mi cho mt khi lng bn khng l m n k vng v h iu hnh ny (90% my tnh c nhn trn th gii s dng h iu hnh ca Microsoft). Trong trng hp ca Microsoft, tnh kinh t theo qui m y ngha, bi v chi ph tng thm (chi ph bin) sn xut ra mt bn copy Window 2000 l khng ng k (khi mt bn chnh lm xong, cc CD cha h iu hnh ch vi cent).

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Nhiu cng ty cng ngh cao c cu trc chi ph nh vy: chi ph c nh cao nhng chi ph bin rt thp. Cc cng ty vin thng b ra hng t USD vo c s h tng to dng mng li ca h, nhng s khng tn km g chuyn dch thm mt n v thng tin i qua mng ny. Intel b ra xp x 5 t USD xy dng mt nh my mi sn xut b vi x l, nhng cng ch cn vi cent l c th sn xut ra mt con chp. Cc cng ty dc phm c th tn km n 500 triu USD to ra mt loi thuc mi v cng ch cn vi cent sn xut ra cc n v thuc tng thm. Vi tt c cc cng ty nh vy, cha kho ca tnh hiu qu v kh nng sinh li l tng doanh s nhanh chng cc chi ph c nh c th phn b cho sn lng sn xut ln v thc hin mt cch ng k tnh kinh t v qui m. Nguyn nhn khc em li tnh kinh t v qui m cho cc cng ty sn xut khi lng ln l kh nng phn cng lao ng v chuyn mn ho cao hn. Chuyn mn ho c th xem l c tc ng tch cc n nng sut, bi v n cho php ngi lao ng tch ly k nng tt hn trong vic thc hin mt cng vic c th. V d kinh in v tnh kinh t theo qui m l trng hp mu t T ca Ford. Mu xe t t T ca Ford ra i nm 1923, cng l ln u tin trn th gii sn xut t khi lng ln, Ford s dng phng php sn lp rp theo dy chuyn tn km. Bng vic a vo s dng cc k thut sn xut dy chuyn, cng ty t c phn cng lao ng su sc hn ( l vic chia nh qu trnh lp rp thnh cc cng vic nh c th lp li) v chuyn mn ho lm tng nng lao ng. Ford cng c th phn b chi ph c nh ca vic pht trin mt kiu xe t v vic thit t my mc cho mt sn lng ln. Kt qu ca tnh kinh t ny lm chi ph ch to mt chic t cng ty Ford gim t 3000 USD xung cn 900 USD (la nm 1958). Tnh kinh t qui m khng ch lin quan n cc doanh nghip ch to nh Ford v Dupont, nhiu cng ty dch v cng hng li t vic thc hin tnh kinh t ca qui m. Hnh 4-1: ng cong chi ph di hn

Chi ph

Qui m hiu qu ti thiu Khi lng

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Hnh 4-1, ng cong gi thnh n v di hn ca mt cng ty c dng ch L. Khi sn lng vt qu qui m hiu qu ti thiu, vic gim thm chi ph s rt kh khn. Tnh km hiu qu ca qui m cng c th pht sinh khi xut hin s quan liu trong cc doanh nghip ln, lm tng chi ph qun l cng ty m khng gim gi thnh n v. 4.1.2. Sn xut v hiu qu: Hiu ng hc tp Hiu ng hc tp l s gim chi ph do hc tp, nhn thc v tri nghim trong qu trnh lm vic. V d, do thc hin cng vic vic lp i lp li, ngi lao ng hc c cch thc tt nht thc hin mt cng vic . Ni mt cch khc, nng sut lao ng tng ln theo thi gian, v gi thnh n v gim khi cc c nhn hc c cch thc thc hin cc nhim v nht nh hiu qu nht. Tng t, trong cc nh my mi cc nh qun tr cng tri nghim, hc tp, v tm ti theo thi gian tm cch vn hnh hot ng sn xut mi tt nht. V th, chi ph sn xut gim do tng nng sut lao ng v qun tr hiu qu. Hnh 4-2: HIU QU THEO QUI M V HIU NG HC TP

Qui m hiu qu Chi ph

Chi ph binh qun Hiu ng hc tp Chi ph binh qun

Sn lng

Hiu ng hc tp cng tr nn c ngha hn khi cc cng vic phc tp v cng ngh c lp i lp li, nh th c nhiu c hi hc tp hn. Ni cch khc, hiu ng hc tp s c ngha hn trong cc qu trnh lp rp vi 1000 bc cng vic phc tp so vi qu trnh lp rp ch c 100 bc cng vic gin n. Mc d hiu ng hc tp thng lin quan vi qu trnh ch to, nhng ging nh tnh kinh t v qui m, hiu ng hc tp cng rt quan trng trong nhiu ngnh dch v. V d mt nghin cu ni ting v vic hc tp trong ngnh chm sc sc kho cho thy nhng ngi cung cp dch v y t cng c kinh nghim trong mt s th tc

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phu thut ph bin, cng c t l t vong thp. iu cho thy rng hiu ng hc tp c tc dng trong phu thut.1Cc tc gi ca nghin cu ny dng dn chng gi vic thit lp cc trung tm mi vng cung cp dch v chm sc y t chuyn mn ho cao. Cc trung tm ny s thc hin nhiu th thc phu thut c th (v d m tim), thay cho cc phng m vi s lng t vi t l t vong cao. Nghin cu ng cong chi ph trung bnh di hn ca mt cng ty (Hnh 4-2) cho thy nu tnh kinh t v qui m hm mt s di chuyn dc theo ng cong (gi s t A n B), th hiu ng hc tp li hm s dch chuyn ton b ng cong i xung (B ti C trong). ng vi mi mc sn lng, c lao ng v qun tr tr nn ngy cng hiu qu hn. Tuy nhin, nu cng vic khng qu phc tp hiu ng hc tp s bin mt sau mt khong thi gian nht nh. Thc vy, hiu ng hc vic ch thc s quan trng trong thi k u thit lp mt qu trnh mi v s ngng sau hai hay ba nm.2 Sn xut v hiu qu: ng cong kinh nghim ng cong kinh nghim ch s gim gi thnh n v mt cch h thng pht sinh sau mt chu k ca sn phm.3 Theo khi nim ng cong kinh nghim, gi thnh ch to n v sn phm ni chung s gim sau mi ln tch lu sn lng sn xut gp i (sn lng tch lu l tng sn lng sn phm sn xut). u tin mi lin h ny c quan st thy trong ngnh sn xut my bay, mi ln tch lu sn lng khung my bay ln gp i, gi thnh n v gim xung cn 80% so vi mc trc .1 Nh vy, chi ph sn xut khung my bay th t ch bng 80% so vi chic th hai, chic th tm ch tn 80% so vi chic th t, chic th 16 li bng 80% chi ph ca chic th tm, c th chi ph n v gim cn 80% sau mt ln tch lu gp i. H qu ca qu trnh ny hnh thnh mi lin h gia chi ph ch to mt n v sn phm v sn lng tch lu c biu din trong hnh 4-3. Hnh 4-3: ng cong kinh nghim

Chi ph n v

Sn lng tch lu

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H.Luft, J.bunker, A. Enthoven, 1979, "Should Operations Be Regionized ", New Englanf Journal, 3001; pp 1364-1369 G.Hall, S. Howell, 1985, "The Experience Curve From Economist's Perspective," Strategic Management Journal 6 pp 1997-212 G.Hall, S. Howell, 1985, "The Experience Curve From Economist's Perspective," Strategic Management Journal 6

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Tnh kinh t ca qui m v hiu ng hc tp chnh l nn tng ca ng cong kinh nghim. Ni mt cch n gin, khi mt cng ty tng sn lng tch lu theo thi gian n c th thc hin c tnh kinh t v qui m (ging nh l tng khi lng) v hiu ng hc tp. Kt qu l gi thnh n v gim xung theo s tng ln ca sn lng tch lu. ngha chin lc ca ng cong kinh nghim rt r rng. N ch ra rng vi vic tng khi lng sn phm v th phn cng s em li li th v chi ph thng qua cnh tranh. Nh vy, do cng ty A trong hnh 4-3 dch chuyn nhanh hn xung phn di ca ng cong kinh nghim m c mt li th chi ph r rng so vi cng ty B. Quan nim ny c l l quan trng nht i vi nhng ngnh m qu trnh sn xut khi lng ln cc sn phm tiu chun (v d ch to chp bn dn). Nu mt cng ty mun tr nn hiu qu hn v c c li th chi ph thp, n phi c gng trt tht nhanh xung phn di ca ng cong kinh nghim. iu ny c ngha l to ra cc iu kin thun li cho tnh hiu qu v qui m trc c khi cng ty c nhu cu v theo ui mt cch tch cc s gim thp chi ph bng hiu ng hc tp. Cng ty cng c th cn phi chp nhn mt chin lc marketing c tnh tn cng, ct gim gi mt cch tch cc, nhn mnh vo cc xc tin bn hng to ra nhu cu, nh c th tch lu sn lng nhanh nht c th c. Mt khi dch chuyn nhanh chng xung pha di ca ng cong kinh nghim, bng u th vt tri v hiu qu, cng ty dng nh s c mt li th v chi ph vi cc i th cnh tranh. V d, Intel th s dng chin thut dch chuyn nhanh chng xung pha di ca ng cong kinh nghim ginh c u th chi ph so vi cc i th ca n trong sn xut b vi x l; v y cng l nguyn nhn gip Matsushita tr thnh ngi ln t th trng bng video VHF. Tuy nhin, cng ty dch chuyn xung pha di ca ng cong kinh nghim xa nht khng c t mn v li th chi ph ca mnh. Bi v, c ba l do gii thch ti sao cng ty khng nn nh vy. Th nht, hiu ng hc tp v tnh kinh t v qui m khng phi l vnh vin. Thc vy, ng cong kinh nghim c th bin mt mt im no , cng ty phi nhn ra iu . Khi iu ny xut hin, s gim gi thnh n v hn na do hiu ng hc tp hay tnh kinh t ca qui m rt kh din ra. Do , sm mun g, cc cng ty khc c th ui kp ngi dn o v chi ph. Mt khi iu ny xy ra, mt s cng ty chi ph thp c th c chi ph tng ng nhau. Trong trng hp , li th cnh tranh bn vng phi da vo cc yu t chin lc khc ngoi vic cc tiu ho chi ph sn xut trn nn cng ngh hin ti, nh p ng khch hng cht lng sn phm, hay ci tin. Th hai, li th chi ph ginh c t hiu ng kinh nghim b li thi do s pht trin cng ngh mi. V d, gi ca mt n hnh TV din ra theo m thc ca ng cong kinh nghim t khi xut hin TV cui nhng nm 1940 cho n nm 1963. Trong thi gian , gi bnh qun mt chic n hnh gim t 34 USD xung cn 8 USD (nm 1958). Vic ch to n hnh mu

A.A. Alchial, 1963, "Reability of Progress Curve in Airframe Production" Econometrica, 31 pp 679-693

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li yu cu mt cng ngh mi, v gi ca mt n hnh TV mu li nhy vt ln 51 USD vo nm 1966. ng cong kinh nghim t n xc lp li. Sau gi li gim xung cn 48 USD nm 1968, 37 USD nm 1970 v 36 USD nm 1972.1Ni tm li, s thay i cng ngh c th lm thay i cc qui tc ca tr chi, yu cu cc cng ty chi ph thp trc kia phi tng bc thit lp li li th cnh tranh ca h. Hnh 4-4: Chi ph n v sn xut ca luyn thp
Luyn tch hp Nghin nh

Chi ph bnh qun Chi ph n v

Chi ph n v

Chi ph bnh qun

Qui m ti u Sn lng

Qui m ti u Sn lng

Mt l do na trnh s t mn, l khi lng ln khng nht thit em li cho cng ty li th chi ph. Mt s cng ngh c nhng hm chi ph khc nhau. V d, ngnh luyn thp c hai phng n cng ngh khc nhau: mt cng ngh tch hp trn c s l luyn xy, cng ngh nghin nh da trn c s l h quang. Nh minh ho trong hnh 4-4 cng ngh nghin nh vi l h quang c qui m hiu qu ti thiu nh hn nhiu, trong khi cng ngh nghin trn c s luyn xi li c qui m hiu qu ti thiu rt cao. Thm ch ngay c khi hot ng vi sn lng hiu qu nht l luyn xy cng khng c li th chi ph so vi l h quang. H qu l, vic theo ui tnh kinh t ca kinh nghim vi mt cng ty s dng l luyn xy c th khng em li li th chi ph theo cch gii thch gin nv hin tng ny. Thc vy, trong phn ln cc thi k cc cng ty s dng l tch hp khng th c cc n hng a sn lng n mc vn hnh n mc ti u. V th chi ph ca n cao hn nhiu sao vi cc cng ty s dng l h quang.2Hn na, trong phn tip theo m chng ta s cp ti l trong nhiu ngnh cc cng ngh ch to linh hot a ra mt s ha hn cho php cc nh ch to nh sn xut vi mt chi ph c th so snh vi cc cng ty ln.

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Anbernathy, Wayne, 1980, "Limmited of Learning Curve", Havard Business Review pp 109-119 D.F. Barnett, R.W.Crandall, 1986, Up From Ashes: The Rise of the Steel minimill tni the United State, Washington D.c Brooking Institution.

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4.1.3. Sn xut hiu qu: sn xut linh hot sn xut theo yu cu khch hng khi lng ln Ht nhn ca tnh kinh t theo qui m l tng cho rng cch tt nht t hiu qu cao v chi ph thp nh sn xut qui m ln cc sn phm tiu chun ho. Quan nim ny hm c mt s nh i gia gi thnh n v v tnh a dng ca sn xut. Sn xut cng nhiu loi sn phm trong mt nh my, hm l s phi thu nh lot sn xut v kh c th thc hin c tnh kinh t v qui m. Do , sn phm cng a dng cng gy kh khn cho cng ty trong vic nng cao hiu qu v gim chi ph. Theo logic ny, cch thc nng cao hiu qu, gim thp chi ph s hn ch tnh a dng sn phm v to ra cc sn phm tiu chun ho vi khi lng ln. Quan im nh vy v hiu qu sn xut ang b xem xt li bi s xut hin ca cc cng ngh ch to linh hot. Thut ng cng ngh ch to linh hot (flexible manufacturing technology hay thng gi l lean production) dng ch cc cng ngh sn xut c thit k (1) Gim thi gian thit t cc my mc phc tp, (2) tng mc s dng my mc thit b bng vic lp k hoch hp l, (3) Ci thin kim sot cht lng tt c cc giai on ca qu trnh ch to.1 Cc cng ngh sn xut linh hot cho php cng ty cung cp mt din rng cc loi sn phm vi mc chi ph i khi ch ngang vi sn xut khi lng ln cc sn phm tiu chun ho. Thc vy, mt nghin cu gn y ch ra rng nu lm theo cc cng ngh ch to linh hot hin nay c th tng hiu qu v gim thp chi ph so vi nhng g c th t c trong sn xut khi lng ln cc sn phm tiu chun ho, trong khi vn c th cung cp cc sn phm theo yu cu khch hng. Thut ng theo yu cu khch hng khi lng ln (Mass customization) c th dng ch kh nng cc cng ty s dng cng ngh ch to linh hot iu ho hai mc tiu m thng c cho l khng th tng thch l: chi ph thp v sn phm theo yu cu khch hng.2 Cc cng ngh ch to linh hot bin i theo tnh cht tinh vi v phc tp ca n. H thng sn xut Toyota l mt trong nhng v d ni ting v cng ngh ch to linh hot. Mc d khng thc s tinh vi, nhng n c cng nhn l lm cho Toyota tr thnh cng ty sn xut t hiu qu nht trong ngnh t ton cu. Cc bung my linh hot l cng ngh ch to linh hot ph bin khc. Mt bung my linh hot l mt nhm cc my khc nhau, mt khu vc ch bin cc vt liu chung, mt khu vc c iu hnh chung. Mi mt bung my c bn n su my c kh nng thc hin cc hot ng khc nhau. Ni chung mi bung my c dnh sn xut mt nhm cc chi tit hay sn phm. Vic thit t cc my do my tnh kim sot cho php mi bung my c th chuyn i rt nhanh sn xut cc chi tit hay sn phm khc nhau. Hiu qu ca bung my linh hot l ci thin mc s dng my mc, gim sn phm d dang. Ci thin mc s dng my mc thit b l do gim thi gian thit t my mc thit b v iu khin lung sn xut gia cc my bng my tnh, trnh tc nghn. Vic kt hp cht ch gia cc my cng lm gim sn phm d dang. Gim ph thi l nh kh nng iu khin ca my

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P.Nemetz, F.Fry, 1988, "Flexible Manufacturing Organiztions for Strategy Formulation" Academy of Management Review, 13 pp 627-638 B.J. Pine II, 1997,"The Four Faces of Mass Customization" , Havard Busisness Review(1-2), pp 63-64

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tnh, tm ra cc cch thc chuyn ho cc u vo thnh u ra nhm cc tiu ho ph thi. Vi tt c cc yu t trn, trong khi cc my ng t do ch s dng 50% thi gian, nhng cng vi my mc nu trong bung my ch to linh hot c th s dng hn 80% thi gian, v nu cng sn xut mt sn phm lng ph thi t cc bung my ch bng na so vi bnh thng. Li ch v mt hiu qu ca vic thit t cng ngh ch to linh hot c th rt ln. W.L.Gore, mt cng ty s hu t nhn ch to nhiu loi sn phm khc nhau t cp my tnh cng ngh cao n cc gin khung Gore-Tex ni ting, s dng cc bung my linh hot mt s trong 46 nh my ca n. Trong cc phn xng lm cp, tc dng ca n l lm gim 50% thi gian ch to mt cp ma tnh, gim d tr 33%, gim khng gian nh xng 25%. Tng t, i vi hng Compaq mt nh ch to my tnh c nhn thay th ba trong s 16 dy chuyn lp rp ca n trong mt nh my Houston bng 21 bung my. Kt qu l lm tng 25% nng sut lao ng v chi ph chuyn i cc dy chuyn thnh bung my c thu hi sau su thng hot ng. Lexmark, mt nh sn xut my in dng cho my tnh chuyn i nh my vi 2700 cng ngh ca n Lexington thnh cc bung my mm ch to linh hot, v cng thy nng sut tng ln 25%. Bn cnh vic ci thin nng sut v gim thp chi ph, cc cng ngh ch to linh hot cng cho php cc cng ty c bit ho sn phm theo nhu cu c o ca nhng nhm khch hng nh - vi mc chi ph tng ng vi h thng sn xut khi lng ln sn phm tiu chun ho. Nh vy, cc cng ngh ch to linh hot gip cho cc cng ty t c vic phc v theo yu cu khch hng vi khi lng ln, lm tng kh nng p ng khch hng. 4.1.4. Marketing v hiu qu Chin lc marketing c th tc ng mnh m n hiu qu v cu trc chi ph ca mt doanh nghip. Qua chin lc marketing, cng ty ginh c v th nh phi tr cc hot ng nh gi, xc tin, qung co, thit k sn phm v phn phi. N c th ng vai tr ch yu lm tng hiu qu ca cng ty. Bn c th d dng nhn thy mt s bc dn n hiu qu cao hn t chin lc marketing. V d, chng ta bit v cch thc dch chuyn nhanh xung phn di ca ng cong kinh nghim ginh c u th chi ph thp c thc hin bng nh gi, qung co xc tin mt cch tn cng- tt c nhng iu l nhim v ca chc nng marketing. Cc yu t khc ca chin lc marketing c th khng r rng bng nhng khng phi l khng c tc ng ng k n hiu qu. Mt trong nhng yu t quan trng l mi lin h gia mc b i ca khch hng v chi ph n v. Mc b i ca khch hng l t l phn trm khch hng ri b cng ty n vi cc i th cnh tranh hng nm. T l b i xc nh lng trung thnh ca khch hng, m iu ny li l hm s i vi kh nng tho mn cc khch hng. Bi v, c c khch hng mi i hi mt chi ph c nh no cho vic qung co, xc tin v dng nh c mt mi lin h trc tip gia t l b i v chi ph. Cng ty cng gi khch hng lu hn, sn lng cng cao v cng c th b p cc chi ph c nh lm gim chi ph bnh qun trn doanh s. Do , h thp t l khch hng b i cho php cng ty t c nhng tit kim v chi ph mt cch ng k. Do chi ph c nh ca vic ginh c mt khch hng mi, nu phc v cho nhng khch hng m ch li vi cng ty trong thi gian ngn, ri h li n vi i th cnh tranh, c th s em li li nhun m. Tuy nhin, khch hng li vi cng ty

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cng lu chi ph c nh ca vic ginh khch hng mi cng c phn b cho s ln mua lp li nhiu hn lm tng li nhun trn mi khch hng. Chng ta hy xem xt kinh doanh th tn dng nh mt v d ca hin tng ny.1 Nm 1990, hu ht cc cng ty th tn dng cn bnh qun 51 USD tuyn m thm mt khch hng v thit lp mt ti khon mi. Chi ph ny l do qung co cn phi tin hnh hp dn cc khch hng mi, kim tra tn dng cho mi khch hng, v c ch thit lp mt ti khon v pht hnh th. Cc chi ph c nh b ra mt ln ny c th c b p ch khi khch hng li vi cng ty t nht l hai nm. Hn na khi khch hng li n nm th hai, h c khuynh hng tng vic s dng th tn dng ca mnh lm tng thu nhp sinh ra t mi khch hng theo thi gian. Kt qu l li nhun bnh qun trn mi khch hng trong kinh doanh th tn dng tng t m 51 USD trong nm 1(y l mt khon l), n 44 USD trong nm 3 v 55 USD trong nm th 6. Mt li ch kinh t khc ca lng trung thnh bn lu l vic qung co min ph m khch hng tnh c lm cho cng ty. Cc khch hng trung thnh ni chuyn nhiu v th tn dng, v h c th tng ng k khi lng kinh doanh thng qua cc giao dch. Mt v d ng ch ca iu ny chnh l ngi bn l may mc v thc phm ln nht v sinh li nht Anh, Mark&Spencer. Thnh cng ca ca cng ty ny l to lp mt danh ting thch ng v cung cp hng ho cht lng cao vi mc gi hp l. Cng ty to ra lng trung thnh ca khch hng m khng cn phi qung co Anh chnh l mt ngun tit kim chi ph. Li nhn nh quan trng l gim t l b i, to lp lng trung thnh ca khch hng c th l ngun tit kim chi ph ln. Bi v, n dn n h thp gi thnh n v, vic h thp t l khch hng b i 5% bt c u c th tng li nhun trn mi khch hng t 25-85% tu thuc vo ngnh. V d gim 5% t l khch hng b i dn n tng li nhun trn bnh qun mi khch hng : 75% vi kinh doanh th tn dung; 50% vi ngnh mi gii bo him; 50% vi ngnh mi gii chng khon; 45% vi kinh doanh git i qun o; v 35% vi ngnh phn mm my tnh.2 Vy bng cch no mt cng ty c th gim t l khch hng b i? Cng ty c th lm iu bng cch to dng lng trung thnh nhn hiu, m iu ny yu cu cng ty phi p ng tt nhu cu khch hng ca mnh. pht trin mt chin lc gim thp t l khch hng b i, chng ta cn c mt b phn trung tm pht hin ai b i, ti sao h b i, v hnh ng cc khch hng khc khng b i v nhng l do tng t trong tng lai. thc hin bin php ny phi c h thng thng tin c th theo di c s ra i ca khch hng. 4.1.5. Qun tr vt liu, JIT v hiu qu ng gp ca qun tr vt liu nng cao hiu qu ca mt cng ty cng su sc nh sn xut v marketing. Qun tr vt liu bao gm cc hot ng cn thit a nguyn vt liu vo sn xut (bao gm chi ph mua sm cc u vo vt liu), xuyn sut qu trnh sn xut, v xuyn sut h thng phn phi n ngi tiu dng cui cng.3Tim nng ca vic gim thp chi ph

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F.F.Reichheld, W.E. Sasser,1990, "Zero Defection: Quality Comes Service" Havard Business Review(10-11)pp 105-111 F.F.Reichheld, W.E. Sasser,1990, "Zero Defection: Quality Comes Service" Havard Business Review(10-11)pp 105-111 3 R.Narasimhan, J.R. Carter, 1990, "Organization, Comunication ang Coordination of International Sourcing". International Marketing Review, 7 pp 6-20

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trong qun tr vt liu rt ln. Trong cc doanh nghip ch to bnh thng, chi ph cho vt liu v vn ti chim t 50-70% thu nhp. Ch cn mt s gim nh cc chi ph ny c th c mt tc ng ng k n thu nhp. Theo mt c lng, vi mt cng ty c thu nhp khong 1 t USD, thu nhp trn vn u t 5% v chi ph vt liu chim 50% doanh s (bao gm chi ph mua sm) mun tng 15000 USD li nhun c th hoc tng 30% doanh s hoc gim 3% chi ph vt liu.1Trong mt th trng bo ho, th vic gim chi ph vt liu 3% s d dng hn nhiu so vi tng doanh s ln 30%. ci thin hiu qu ca chc nng qun tr vt liu, ni chung, cn p dng h thng tn kho ng thi hn (JIT). Trit l c bn ca JIT l tit kim chi ph lu gi tn kho bng cch lm cho vt liu n vi xng ch to ng lc n cn a vo qu trnh sn xut, ch khng n trc. Vic tit kim chi ph l do tng tc quay vng tn kho, gim chi ph tn kho nh chi ph kho v chi ph lu gi. V d, Walmart s dng h thng JIT khi phc d tr trong cc ca hng ca n ti thiu hai ln mt tun. Nhiu ca hng nhn hng tng ngy. Cn cc i th - nh Kmart hay Sear- vn b sung hng ho hai tun mt ln. So vi cc i th ny Wal Mart c th duy tr mc phc tng t ch cn u t tn vo tn kho bng so vi h, chnh l ngun tit kim chi ph rt ln. Do , quay vng tn kho nhanh hn gip Wal mart t c li th tn kho trn c s hiu qu trong ngnh bn l. Hn ch ca h thng JIT l n lm cho doanh nghip khng c d tr m. Mc d d tr m rt tn km cho vic lu tr, song n c th gip doanh nghip thot khi cn d tr cc u vo do nhng v t cc nh cung cp (V d mt s nh cng mt nh cung cp then cht). D tr m cng c th gip mt doanh nghip p ng nhanh chng vi vic s tng nhu cu. Tuy nhin cng c nhng cch thc hn ch cc nhc im ny. V d gim ri ro do vic ph thuc vo ch mt nh cung cp v mt loi u vo quan trng, c th khai thc cc u vo t nhiu nh cung cp. 4.1.6. Chin lc R&D v hiu qu Vai tr ni bt ca nghin cu v pht trin trong vic n lc t c hiu qu cao hn gm hai im. Th nht, chc nng R&D c th nng cao hiu qu nh thit k sn phm d dng ch to. Bi vic ct gim s lng cc chi tit cu to nn sn phm, R&D c th gim ng k thi gian lp rp lm dn n nng sut cao hn v chi ph thp hn. V d sau khi Texas Instrument thit k li b phn tip nhn hng ngoi cho sn phm Pentagon, cng ty thy rng n gim s chi tit t 47 xung cn 12, v s bc rp rp t 56 xung cn 13, thi gian ch to c kh gim t 757 pht/sn phm xung cn 219 pht v thi gian lp rp t 129 pht xung cn 20 pht. Kt qu l gim ng k chi ph sn xut sn phm. Tt nhin thit k ch to yu cu s kt hp cht ch gia chc nng sn xut vi chc nng R&D. Cc nhm lin chc nng bao gm nhng ngi thuc chc nng R&D v sn xut lm vic vi nhau, l cch tt nht t c s kt hp nh vy. Cc th hai m chc nng R&D c th gip t hiu qu cao hn ci tin qu trnh. Ci tin qu trnh l mt s ci tin v cch thc vn hnh cc qu trnh sn xut ci thin hiu qu. Nhng ci tin qu trnh thng l mt ngun lc chnh ca li th cnh tranh. Trong ngnh
1

G.Stalk, T.M Hout, 1990, Competing Again Time, New York: Free Press

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sn xut t, li th cnh tranh ca Toyota mt phn da vo tn kho ca qu trnh ch to linh hot trong gim ng k thi gian thit t sn xut. Vic ci tin ny cho php Toyota t c hiu qu gn vi h thng ch to linh hot vt trc i th cnh tranh nhiu nm. 4.1.7. Chin lc ngun nhn lc v hiu qu Nng sut lao ng l mt trong nhng yu t quyt nh then cht cho hiu qu v cu trc chi ph ca mt doanh nghip. Nng sut lao ng cng cao, chi ph cho mt n v sn phm cng gim. Thch thc i vi chc nng qun tr ngun nhn lc trong mt cng ty l tm ra cch thc lm tng nng sut lao ng. C ba la chn c bn lm iu ny, l: hun luyn ngi lao ng, t chc lc lng lao ng thnh cc nhm t qun, ni kt gia tin cng v s thc hin. Hun luyn ngi lao ng Cc c nhn l u vo ch yu ca qu trnh sn xut. Mt cng ty s dng cc c nhn c k nng cng cao, cng hiu qu hn so vi mt cng ty s dng ngun nhn lc t c o to hun huyn. Cc c nhn c o to hun luyn s lm vic nhanh hn, chnh xc hn v cng hc nhanh hn v cc cng vic phc tp lin quan n phng php sn xut hin i so vi nhng ngi c k nng km hn. o to hun luyn s nng cp mc thnh tho ca ngi lao ng, em n cho cng ty nng sut gn vi li ch v hiu qu. Cc nhm t qun Cc nhm t qun l mt hin tng tng i mi m. Mt s cng ty s dng cch ny t gia nhng nm 1980, nhng sau n ph bin rt nhanh. S gia tng ca cc bung my ch to linh hot, trong cc cng nhn c gp thnh tng nhm, r rng khuyn khch s ph bin rng ri cc nhm t qun trong cc hng ch to. Mt nhm ni chung bao gm 5 n 15 ngi lao ng nhm hon thnh mt sn phm hon chnh hay mt nhim v hon chnh. Cc thnh vin trong nhm bit tt c cc cng vic ca nhm v lun phin t cng vic ny n cng vic khc. H qu l nhm lm cho lc lng lao ng linh hot hn. Nhm c th t in lp s nng mt ca cc cng nhn cng lm vic. Nhm cng c th thc hin cc cng vic qun tr nh lp lch trnh lm vic v cc hnh trnh cng tc, t vt liu, v yu cu thm thnh vin mi. Trch nhim ln hn cho cc thnh vin nhm v s trao quyn cho nhm c coi nh nhng ngun ng vin (trao quyn l qu trnh cho nhn vin cp thp hn quyn lm quyt nh). Con ngi thng p ng tt khi h cm thy t ch hn v c trch nhim ln hn. Thng lin quan n sn lng nhm v cc mc tiu cht lng nh l mt ng c tng thm. Hiu lc thun ca vic a ra p dng cc nhm t qun c tng kt l lm tng nng sut lao ng ln 30% v tng ng k cht lng sn phm. Hn na vic tit kim chi ph pht sinh do khng cn s dng ngi gim st, v h thp h thng qun l trc tuyn. Trong cc doanh nghip ch to, c l s kt hp hu hiu nht l cc nhm t qun v bung my ch to linh hot. C hai dng nh c thit k cho nhau. V d, sau khi a ra cng ngh ch to linh hot v hun luyn lm vic trn c s nhm t qun vo nm 1998, mt phn

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xng ca General Electric Salisbury bc Carolina tng nng sut 250% so vi cc phn xng cng sn xut sn phm tng t ca GE nm 1984. 1Mc d vy, nhm khng phi l phng thuc b bnh; trong cc doanh nghip ch to, cc nhm t qun c th khng pht huy tim nng ca n tr khi n kt hp vi cng ngh ch to linh hot. Khi qut hn, cc nhm giao cho cc thnh vin nhiu trch nhim qun tr v vic gip cho cc thnh vin i ph vi cc trch nhim ny mi thnh vin cn c hun luyn nhiu hn, m thc t nhiu cng ty qun i iu ny trong khi vi vng lao vo h thp chi ph, gy ra hu qu l nhm khng hot ng tt nh mong mun. Tr lng theo kt qu Mt trong nhng ng c ngi cng nhn lm vic v thu nhp, v th khng ngc nhin khi tin lng lin kt vi kt qu c th gip tng nng sut lao ng. Tuy nhin, vn khng ch l a ra h thng tr lng khuyn khch; m iu quan trng l phi xc nh kt qu no c thng v thng nh th no. Mt s cc cng ty hiu qu nht th gii lu rng hip tc gia nhng ngi cng nhn l cn thit nng cao nng sut, khng lin kt thnh qu c nhn vi tin lng. Thay v th h tr lng lin kt vi kt qu ca t hay nhm. V d, Nucor c xem nh mt trong nhng cng ty sn xut thp hiu qu nht th gii chia thnh cc nhm khong 30 ngi. Tin thng c th tr bng 30% lng c bn c lin kt vi kt qu ca nhm nhm nng cao nng sut lao ng v cht lng. Mi lin kt ny to ra mt sc khuyn khch mnh m cc c nhn hp tc vi cc c nhn khc theo ui cc mc tiu ca nhm; l thc ylm vic nhm. 4.1.8. H thng thng tin, Internet, v hiu qu Cng vi s ph bin nhanh chng ca my tnh, s tng trng c tnh bung n ca Internat v Intranet cc cng ty (Mng my tnh ni ni b cng ty da trn tiu chun Internet) v s ph bin ca truyn thng bng thng rng tc cao to ra t si quang n cng ngh k thut s khng dy, chc nng h thng thng tin ca doanh nghip ang dch chuyn n giai on trung tm ca cuc truy tm hiu qu hot ng.2S tc ng ca h thng thng tin vo nng sut trn phm vi rng ri v tc ng tim tng ln tt c cc hot ng khc ca doanh nghip. Dell Computer ni ting v h l ngi u tin p dng bn hng trc tuyn trong ngnh bn l my tnh c nhn, hin nay 40% my tnh ca n bn thng qua mng. Dell cng t nhiu dch v khch hng trc tuyn thay cho vic phi gi in thoi n i din bn hng. Mi tun c n 200 ngn ngi truy cp vo h thng trc tuyn ca Dell. Mi ln h truy cp vo trang Web ca Dell, h tit kim cho cng ty 15 USD chi ph bnh qun ca cuc in thoi. Nu ch 10% trong s 200 ngn ln truy cp hng tun vo trang Web phi s dng in thoi s tn km cho cng ty 15,6 triu USD mi nm.3

J.Hoerr, 1989, "The Payoff From Teamwork," Business Week, 10/7 pp56-62 T.C. Powell, A. Dent- Micallef, 1997, "Information Technology as Competitive Advantage: The Role of Human, Business, Technology Resource", Strategic Management Journal, 18 pp 375-405 3 Gate, Business @the Speed of Thought
2

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Ni chung, nhng g Dell ang lm l s dng h thng thng tin trn c s Web gim chi ph ca s tng cng quan h gia cng ty vi khch hng ca n, cng nh vi cc nh cung cp. Bng vic s dng cc chng trnh da trn nn Web t ng ho nhng tng tc vi khch hng v nh cung cp, mt cng ty c th gim ng k s ngi cn thit qun l cc tng tc ny, do lm gim thp chi ph v tng nng sut. Khuynh hng ny khng ch gii hn trong cc cng ty cng ngh cao nh Cisco v Dell. Cc ngn hng v cc cng ty dch v ti chnh cng ang nhn thy rng h c th gim chi ph bng vic chuyn cc ti khon khch hng v cc hot ng h tr ln mng. V d, chi ph bnh qun ca vic thc hin mt giao dch ti ngn hng nh chuyn tin t ti khon ny n ti khon khc khong 1,07 USD, nhng thc hin cng mt giao dch nh vy qua mng Internet ch tn 0,01 USD.1Tng t, ton b l lun ca nhng nh bn l trn c s Internet nh Amazon.com l h thng bn l c th tit kim chi ph ng k bng vic thay th h thng kho vt l vi h tr nhn s bng h thng kho o v cc qu trnh kim tra t hng t ng. Vic tit kim chi ph cng c th thc hin bng vic s dng h thng thng tin trn nn Web t ng ho nhiu hot ng ni b cng ty, do lm gim chi ph nhn s h tr. Trong nhiu nm, nhng ngi hay hoi nghi t vn v s tc ng ca h thng thng tin trn c s Web trong vic nng cao nng sut, nhng d liu v nng sut gn y M ch ra rng li ch v tng nng sut ang bt u xut hin. Trong thi k 1996-1998, mc tng nng sut bnh trong cc lnh vc phi nng nghip tng t 1% mi nm ln 2,2%. Cui nm 1998 n u nm 1999 nng sut tng 3% mt nm. Tng nng sut ln nht chnh l trong ngnh my tnh, mt iu khng h ngc nhin, khi m cc n lc ca ca cc cng ty nh Cisco v Dell trong vic p dng cc chc nng phc v v bn hng qua mng.2 4.1.9. C s h tng v hiu qu C s h tng to ra mt bi cnh trong tt c cc hot ng to gi tr khc tin hnh. Theo , c s h tng c th gip t c mc tiu hiu qu. Trc ht, c s h tng c th thc y mt cng ty cam kt vi hiu qu, khuyn khch s kt hp gia cc chc nng khc nhau trong vic theo ui hiu qu. S cam kt vi hiu qu c th c to lp thng qua cc lnh o cp cao. Nhim v ca gii lnh o l khp ni vi mt vin cnh qua nhn thc s cn thit mi chc nng ca t chc phi tp trung vo ci thin hiu qu. S l khng y nu ch ci thin hiu qu sn xut, hay marketing, hay R&D. Vic t c s vt tri v hiu qu cn mt s cam kt trn ton cng ty vi mc tiu ny, v cam kt ny ch c th c khp ni nh qun tr cp cao. Mt nhim v na ca lnh o l thc y s kt hp lin chc nng cn thit t c hiu qu vt tri. V d, vic thit k sn phm d dng cho ch to cn phi c s truyn thng gia cc nhn vin ca chc nng sn xut v R&D; vic kt hp gia h thng JIT v lp k hoch tin sn xut cn s truyn thng cht ch gia chc nng sn xut v qun tr vt liu; vic thit k cc nhm t qun thc hin cc nhim v sn xut cn s kt hp cht ch gia ngun lc nhn s v sn xut

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Gate, Business @the Speed of Thought "Work in Process", Economist, 24/7/1999

- 124 Bng 4-1: VAI TR CA CC CHC NNG TO GI TR T HIU QU V TRI


Cc chc nng sng to gi tr C s h tng (Lnh o) Sn xut Marketing Cc vai tr ch yu Cung cp mt s cam kt ton cng ty vi hiu qu Thc y s kt hp cc chc nng Ni thch hp theo ui tnh kinh t v qui m v tnh kinh t ca hc tp p dng h thng ch to linh hot Ni thch hp p dng cc chin lc tn cng dch chuyn nhanh xung pha di ca ng cong kinh nghim Hn ch t l b i ca khch hng bng vic to dng lng trung thnh p dng h thng JIT Thit k sn phm d ch to Tm cc ci tin qu trnh S dngn h thng thng tin cho cc qu trnh t ng S dng h thng thng tin gim chi ph kt hp Thit lp cc chng trnh hun luyn k nng p dng nhm t qun p dng tr lng theo kt qu

Qun tr vt liu R&D H thng thng tin Cc ngun nhn lc

Bng 4-1 tm tt vai tr ch yu m cc chc nng phi thc hin t c hiu qu vt tri. Lu rng vic t c hiu qu vt tri khng phi l iu g c th x l trn c s chc nng ny hay chc nng khc. N cn s cam kt trn ton t chc v mt kh nng m bo kt hp cht ch gia cc chc nng. Bng vic thc hin s lnh o v gy nh hng h tng, cc qun tr cp cao ng vai tr ch trong qu trnh ny. 4.2. T C CHT LNG VT TRI Cht lng vt tri em li cho cng ty hai li th. Mt l, nng cao danh ting v cht lng cho php cng ty i hi phn gi tng thm cho sn phm ca h, v hai l, vic trnh khuyt tt trong qu trnh sn xut nng cao hiu qu cho php cng ty c chi ph thp hn. Trong phn ny chng ta s xem xt cc cng c ca mt cng ty t c cht lng vt tri. Cng c chnh t c cht lng vt tri l qun tr cht lng ton b (TQM), mt trit l qun tr tp trung vo ci thin cht lng sn phm hay dch v v hng tt c cc hot ng ca cng ty hng n mc tiu ny.1 4.2.1. Khi nim TQM Khi nim v qun tr cht lng ton din ln u tin c pht trin bi mt s t vn M, bao gm H. W. Edwards Deming, Joseph Juran v V. Faigenbaum.2 Trit l c bn ca TQM, c pht trin bi Deming, da trn chui tng tc gm 5 bc sau: Ci thin cht lng ngha l gim chi ph bi v t phi lm li, t sai st hn, t chm tr hn, s dng thi gian v vt liu t hn. H qu l nng sut c ci thin

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J.W. Dean, D.E. Bowen,1994, "Management Theory of Total Quality", Academy oft Mangemen Review, 19 pp 392-418 A.Gabor, 1990, The Man Who Discovery Quality (New York Penguin); P.B. Crosby,1980, Quality Is Free, (Yew York Mentor)

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Cht lng tt hn dn n th phn ln hn v cho php cng ty tng gi. Cht lng lm tng tnh sinh li ca cng ty v cho php n duy tr hot ng kinh doanh. Nh vy cng ty to ra nhiu vic lm hn Deming xc nh 14 iu nn cu thnh trong bt k chng trnh TQM no c tm tt trong Bng 4-2 (Deming lin tc thay i cc im ny theo cch m ng tin l quan trng vi vic ci thin cht lng khng ngng. y l bn nm 1990) Bng 4-2: Mi bn iu ca Deming v TQM
Mi bn iu ca Deming v TQM 1- To mt s kin nh hng n vic ci thin sn phm v dch v vi mc ch cnh tranh v li trong ngnh, to ra nhiu cng vic. 2- p dng mt trit l mi. Chng ta trong mt thi i kinh t mi. Qun tr phi thc tnh vi cc thch thc, phi nhn thy trch nhim ca h, v phi thc hin lnh o s thay i. 3- Chm dt s ph thuc vo kim tra t c cht lng. Trnh nhu cu kim tra khi lng ln bng vic to ra cht lng ngay t u 4- Mc ch ca phn thng kinh doanh l da trn c s gi, thay v cc tiu chi ph 5- Ci thin lin tc h thng sn xut v phc v, ci thin cht lng v nng sut nh lin tc gim chi ph 6- Thc hin hun luyn cc cng vic 7- Thit lp s lnh o. Mc ch s lnh o l gip con ngi, my mc v cc i tng lm tt hn. Lnh o cng vic qun tr trong s xem xt ton din cng nh lnh o i vi cc cng nhn sn xut 8- Loi b s s hi, do mi ngi s lm vic hiu qu v cng ty 9- Loi b ro cn gia cc b phn, mi ngi trong nghin cu, thit k, bn hng v sn xut phi lm vic vi nhau, d kin trc cc vn ca sn xut v trong vic s dng c th gp phi i vi sn phm hay dch v 10- Loi b cc khu hiu, li h ho, v cc mc tiu i hi lc lng lao ng khng lm ra khuyt tt v mc cht lng mi. Nhng h ho nh vy ch to ra cc quan h bt li. Mt lng ln cc nguyn nhn ca cht lng km v nng sut thp thuc v h thng v do vt qu nng lc ca lc lng lao ng 11-Trnh cc nh mc, thay th bng lnh o. Trnh qun tr bng mc tiu. Trnh qun tr bng s lng v cc mc tiu nh lng, thay th bng lnh o 12- D b cc ro cn m tng gi cp i quyn t ho v ti ngh ca ngi cng nhn. Trch nhim ca ngi gim th phi c thay i t s lng sang cht lng. Loi b ro cn trong qun tr v trong k thut ang cp i quyn t ho v ti ngh ca con ngi 13- Thit lp chng trnh gio dc mnh m v t hon thin 14-t mi ngi vo cng vic thc hin s bin i. Bin i l cng vic ca mi ngi

iu ct li l Deming c thuyt phc cc cng ty phi c mt chin lc xc nh bit rng n s i u v bng cch no. ng thuyt phc rng cng vic qun tr nn thm nhun trit l l sai st, khuyt tt v vt liu phm cht km l khng th chp nhn v cn phi trnh. Cht lng ca s gim st nn c ci thin bng cch cho php ngi gim th thi gian nhiu hn lm vic vi cng nhn v cho h nhng k nng cn thit vi cng vic. Hn na, vic qun tr nn to ra mt mi trng trong cng nhn khng phi s hi khi bo co cc vn v cc ngh ci thin. Deming cho rng nh mc cng vic khng nn ch c xc nh bng con s hay hn mc m nn bao gm mt s cc khi nim v cht lng khuyn khch sn xut sn phm khng khuyt tt. ng cng thuyt phc rng cc nh qun tr phi c trch nhim hun luyn ngi lao ng cc k nng mi theo kp nhng thay i trong cng vic v t cht lng cao hn cn s cam kt ca mi ngi vi cng ty.

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Cc doanh nghip phng Ty nhn ra tm quan trng ca khi nim TQM, v cho rng n chnh l c hi Nht bn tr thnh cng quc kinh t. u nhng nm 1980, vic thc hnh TQM ph bin nhanh chng trong cc ngnh kinh doanh phng Ty. Mc d c nhng tm gng thnh cng nhng vic p dng TQM vn cha c chp thun rng ri. Mt nghin cu ca qu ti tr cht lng M thy rng ch 20% cc cng ty M thng xuyn xem xt li kt qu ca vic thc hnh cht lng, trong khi con s ny vi cc cng ty Nht bn l 70%.1Mt nghin cu khc ca Arthur D.Lite v 500 cng ty M s dng TQM thy rng ch 36% tin tng rng TQM ang lm tng tnh cnh tranh ca h.2 Theo nghin cu, l do cn bn ca iu ny l nhiu cng ty cha hiu thu o hay cha bao qut c khi nim TQM. 4.2.2. p dng TQM Trong cc cng ty p dng thnh cng TQM, ni bt ln mt s yu cu. Chng ta s tho lun v cc yu cu ny thy cch thc tc ng ca chng n cc cng ty p dng TQM, qua lm ni bt vai tr ca nhng chc nng lin quan n tng yu cu. thin . Vai tr ca cc chc nng khc nhau c tm tt trong Bng 4-3 Bng 4-3: VAI TR CA CC CHC NNG TO GI TR T CHT LNG VT TRI
Cc chc nng sang to gi tr C s h tng (Lnh o) Cc vai tr ch yu Cung cp s lnh o v cam kt cht lng Tm cch o lng cht lng t mc tiu v to ra s khuyn khch Thu thp d liu t ngi lao ng Khuyn khch s hp tc gia cc chc nng Rt ngn hnh trnh sn xut Theo di khuyt tt n tn gc Tp trung vo khch hng Cung cp cc phn hi ca khch hng v cht lng Hp l ho cc nh cung cp Gip cc nh cung cp p dng TQM Theo di tn gc cc khuyt tt i vi nh cung cp. Thit k sn phm d ch to S dng k thng thng tin kim sot mc khuyt tt Xy dng chng trnh hun luyn TQM T chc ngi lao ng thnh cc nhm cht lng

Sn xut Marketing Qun tr vt liu

R&D H thng thng tin Ngun nhn lc

To ra s cam kt c tnh t chc vi cht lng. TQM s t c tc dng i vi vic thc hin ca mt cng ty tr khi n li ko c mi ngi trong t chc.3V d, khi Xerox thc hin chng trnh cht lng nm 1983, bc u tin l gio dc cho ton b lc lng lao ng, t qun tr cp cao tr xung v tm quan trng v s vn hnh ca TQM. Xerox thc hin iu ny bng cch thnh lp cc nhm, bt u vi nhm cp cao nht ca t chc bao gm cc gim c iu hnh. Nhm cp cao l nhm u tin c hun luyn v TQM. Mi
1 2

J.Bowles, " Is Americain Management Really Commited to Quality?", Management Review, (Winter 1981-1982), 42-46 O.Port, G.Smith,1992, "Quality", Business Week, 30/10 pp 65-75 3 J.Bowles, " Is Americain Management Really Commited to Quality?"; "The Training of Quality"

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thnh vin ca nhm ny sau c nhim v hun luyn cho mt nhm cp k tip trong h thng trc tuyn, v c nh vy lan to xung ton b t chc ti khi ton b 100000 cn b cng nhn c hun luyn v TQM. C qun tr cp cao ln chc nng ngun nhn lc ca cng ty u ng vai tr chnh trong qu trnh ny. Qun tr cp cao c trch nhim thc hin s lnh o cn thit to ra s cam kt vi mc tiu cht lng trong ton b t chc. Chc nng ngun nhn lc phi chu trch nhim hun luyn trong khp cng ty v k thut TQM. Tp trung vo khch hng Ngi ang thc hnh TQM xem vic tp trung vo khch hng nh l im khi u ca ton b trit l cht lng, thc vy, l l do tn ti.1L im tip xc ch yu vi khch hng, chc nng marketing nn ng vai tr chnh y. N cn xc nh khch hng cn g t cc sn phm hay dch v m cng ty cung cp; Cng ty hin ang cung cp cho khch hng iu g; lch gia nhng g khch hng mong mun v nhng g h ang nhn c, c th hiu l lch v cht lng. Sau cng vi cc chc nng khc ca cng ty, n cn lp mt k hoch xo b lch cht lng ny. Tm cch o lng cht lng Mt yu cu khc ca bt k mt chng trnh TQM no l to ra mt s thc o c th s dng o lng cht lng. iu ny tng i d dng trong cc cng ty ch to, bi cht lng c o lng bng cc tiu chun r rng v d s khuyt tt trn mt ngn chi tit. Nhng vi cc cng ty dch v iu ny c v nh kh khn hn nhng vi mt cht sng to h cng c th tm c cc thc o thch hp. V d mt trong nhng thc o ca cng ty Florda Power&Light s dng o lng cht lng l li c ng h trong mt thng. Mt thc o khc l tn sut v thi gian mt in . L.L. Bean, Freeport, Main, nhng ngi bn l t hng qua th s dng t l phn trm cc n hng c p ng ng n nh mt thc o cht lng ca n. Vi mt s ngn hng thc o chnh l s khch hng t b trong nm v s li bo co trn mt ngn khch hng. im ni bt qua cc v d trn l xc nh cht lng ngha l g theo cch nhn ca khch hng v tm ra mt phng php nh gi iu . Qun tr cp cao nn chu trch nhim ch yu trong vic to lp cc thc o khc nhau o lng cht lng, nhng nhng n lc ny thnh cng n phi nhn c cc d liu t nhiu chc nng khc nhau ca cng ty. Thit lp mc tiu v to ra s khuyn khch Mt khi tm ra thc o, bc tip theo l t ra mt mc tiu cht lng c tnh thch thc v to ra nhng khuyn khch cho vic t c mc tiu ny. Tr li v d ca Xerox. Khi n a ra chng trnh TQM, mc tiu ban u ca Xerox l gim s chi tit khuyt tt t 25000 trn 1 triu xung cn 1000 trn mt triu chi tit. Mt cch to ra s khuyn khch t mc tiu ny l lin kt mc tiu vi cc phn thng nh tr thm phn thng v cc c hi thng tin. Do vy, trong nhiu cng ty ang p dng nhm t qun vic tr thng cho cc thnh vin ca nhm c xc nh mt phn bi kh nng ca h t c mc tiu cht lng.

A.Gabor, 1990, The Man Who Discovery Quality (New York Penguin); P.B. Crosby,1980, Quality Is Free, (Yew York Mentor)

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Nhim v ca vic thit t mc tiu v to lp s khuyn khch l mt trong nhng nhim v then cht ca qun tr cp cao. Thu thp d liu t nhn vin Cc nhn vin c th l ngun thng tin quan trng trong vic xem xt ngun gc cht lng km. Do , cn phi thit lp mt s khun kh cho vic thu ht kin ca nhn vin c th ci thin cht lng. Cc ch cht lng - tu theo cc nhm nhn vin - thng c s dng t c mc tiu ny. Cc cng ty khc s dng nhm t qun nh mt din n tho lun v cc kin ci thin cht lng. Bt k mt din n no, vic thu thp d liu t cc nhn vin cp thp hn yu cu cc nh qun tr phi ci m tip thu v lm theo nhng s ph phn v thng tin xu t cc nhn vin. Theo Deming, mt vn trong qun tr M l thng s dng vic bp nght cc tin tc xu. Nhng ng thuyt phc rng cc nh qun tr ang cam kt vi quan nim cht lng phi nhn thc rng cc tin tc xu l m vng thng tin. Nhn ra khuyt tt v d theo chng tn gc Cc khuyt tt sn phm thng pht sinh nht trong qu trnh sn xut. TQM yu cu phi xc nh cc khuyt tt trong qu trnh lm vic, v d theo chng n tn ngun gc, tm ra nguyn nhn gy ra khuyt tt v tin hnh sa i, do vy lm cho n khng th ti din. Qun tr sn xut v qun tr vt liu ni chung chu trch nhim chnh trong nhim v ny. pht hin khuyt tt, Deming ch trng s dng cc th tc thng k xc nh s dao ng ca cht lng sn phm hay dch v. Deming coi s dao ng nh l k th ca cht lng.1Mt khi pht hin ra s dao ng cn phi ln theo n tn ngun gc v loi b. Mt k thut gip theo di mt cch hu hiu cc khuyt tt n tn gc l gim qui m l sn xut. Vi thi gian vn hnh ngn, khuyt tt s c tm ra ngay lp tc. Tip n cc khuyt tt c th c truy tm tn gc v sa i. Gim qui m l sn xut cng c ngha l khi ph phm chng may xut hin, s lng ph phm khng nhiu, do gim lng ph. Cc cng ngh ch to linh hot nu ra phn trc c th dng gim qui m m khng h pht sinh chi ph. H qu l vic p dng cc cng ngh ch to linh hot l iu quan trng ca chng trnh TQM. H thng tn kho ng thi hn (JIT) cng ng mt phn vai tr ny. Trong h thng JIT cc chi tit khuyt tt i vo trong qu trnh ch to mt cch tc thi; n khng b lu gi tn kho mt vi thng trc khi s dng. Do cc u vo khuyt tt c th nhanh chng b pht hin. Sau vn c th c truy tm ngay n ngun cung cp v sa i trc khi cc chi tit khuyt tt khc pht sinh. Trong cc h thng truyn thng, vic lu gi cc chi tit mt vi thng trc khi s dng c ngha l lu gi mt s ln cc khuyt tt c sn xut ra bi ngi cung cp trc khi n i vo qu trnh sn xut. Xy dng mi quan h vi cc nh cung cp

W.E. Deming, 1986, Out of the Crisis, Cambridge, Mass.; MIT Center for Advantadge Engineering Study)

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Mt trong nhng nguyn nhn chnh ca hng ho km cht lng, l cc chi tit b phn ca n km cht lng. gim cc sn phm khuyt tt phi lm vic vi cc nh cung cp ci thin cht lng ca cc chi tit m h cung cp. Trch nhim chnh trong lnh vc ny thuc chc nng qun tr vt liu, bi v n l chc nng tng tc vi cc nh cung cp. p dng h thng JIT vi cc nh cung cp v cho cc nh cung cp chp thun chng trnh TQM ca mnh cn tin hnh hai bc. Th nht, s lng cc nh cung cp phi gim n mc c th qun l. Th hai, cng ty phi cam kt xy dng cc mi lin h hip tc di hn vi cc nh cung cp cn li. Vic ngh cc nh cung cp u t vo h thng JIT v TQM i hi h thc hin u t ln. V d p dng hon ton h thng JIT, cng ty c th yu cu cc nh cung cp b tr li cc xng ch to ca n gn vi xng lp rp ca cng ty. Cc nh cung cp dng nh rt ngi vi cc u t nh vy tr khi h cm thy cng ty cam kt mt quan h di hn, n nh vi h. Thit k d ch to Mt sn phm cng yu cu nhiu bc lp rp cng c nhiu kh nng sinh ra li. Vic thit k sn phm cng t chi tit cng lm cho vic lp rp d dng v cng t gy ra khuyt tt. C R&D v ch to cn cng nhau thit k cc sn phm n c th ch to d dng hn. Loi b cc ro cn gia cc chc nng Vic p dng TQM cn phi c cam kt trn ton b t chc v hip tc cht ch gia cc chc nng. R&D phi hip tc vi chc nng sn xut thit k sn phm d ch to; marketing hip tc vi sn xut v chc nng R&D thc hin cc vn m marketing pht hin c t phn hi ca khch hng; qun tr ngun nhn lc phi hip tc vi tt c cc chc nng khc trong cng ty to ra cc chng trnh hun luyn thch hp iu cn nhn mnh y l cui cng trch nhim ca qun tr cp cao l phi bo m cho cc quan h hip tc pht sinh. 4.3. T C S CI TIN VT TRI Trn nhiu phng din ci tin l mt khi quan trng to ra li th cnh tranh. Vic ci tin thnh cng mt sn phm hay qu trnh s gip cho cng ty c c iu g c o m i th cnh tranh khng c. Tnh c o cho php mt cng ty i hi phn thng v gi hoc c cu trc chi ph thp hn so vi i th. Tuy nhin, cc i th cnh tranh s c gng bt chc cc ci tin thnh cng. Thng th cui cng h cng s t c, mc d cc ro cn cho s bt chc cao c th lm cho tc bt chc chm li. Do , duy tr li th cnh tranh cn cam kt lin tc vi s ci tin. Nhiu cng ty thit lp mt d liu theo di s ci tin thnh cng. Trong s cc cng ty nh vy c cc cng ty nh Dupont to ra mt lung u n cc ci tin thnh cng nh giy bng knh, nylon, cht lm lnh (c s dng trong tt c cc my iu ho khng kh), hay nh Teflon (cho khng dnh); Sony vi thnh cng ca Walkman v a compact; cng ty dc phm Merk sn xut ra 7 loi thuc mi trong nhng nm 1980; 3M p dng nng lc ct li ca mnh v bng v cht bm dnh pht trin mt lot cc sn phm mi. Intel lun dn u trong vic pht trin cc b vi x l mi ci tin cho cc my tnh c nhn.

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4.3.1. T l tht bi cao trong ci tin Mc d ci tin c th l mt ngun ca li th cnh tranh, t l tht bi trong vic ci tin sn phm mi rt cao. Mt nghin cu v pht trin sn phm 16 cng ty trong cc ngnh ho cht, dc phm, du la, v in t ch ra rng ch c khong 20% cc d n R&D cho kt qu cui cng l mt sn phm hay qu trnh thnh cng trong vic thng mi ho.1 Mt nghin cu chuyn su khc v pht trin sn phm trong ba cng ty (mt trong ho cht v hai trong dc phm) ch ra rng khong 60% cc d n R&D hon thnh v mt k thut, 30% c thng mi ho, v ch 12% t c li nhun kinh t vt chi ph u t.2Tng t, mt nghin cu ni ting ca c quan t vn ca Booz, Allen,&Hamilton ch ra rng hn 1/3 trong s 13000 sn phm cng nghip v tiu dng khng p ng c vi cc tiu chun hiu sut v chin lc v ti chnh ca cc cng ty.3Cn mt nghin cu khc li cho thy 45% cc sn phm mi a ra th trng khng p ng mc tiu sinh li.4Tm li, nhng bng chng ny cho thy rng nhiu d n R&D khng to ra sn phm thng mi, v rng t 33 n 60% cc sn phm mi a ra th trng nhng li khng to ra mt thu nhp kinh t cn thit. Mc d c nhiu l do c a ra gii thch ti sao nhiu sn phm mi tht bi trong vic to ra thu nhp kinh t nh vy, nhng nm l do c lit k ra nhiu hn c, l: S khng chc chn, thng mi ho km, nh v chin lc km, thin cn v k thut, tc trong pht trin khng m bo.5 S khng chc chn Pht trin sn phm mi l mt qu trnh vn d ri ro. N yu cu kim nh mt gi thit m cu tr li l khng th bit trc, l nhu cu th trng c cho cng ngh mi ny hay khng? Mc d nghin cu th trng tt c th lm cc tiu ho s khng chc chn v nhu cu tng lai ca cng ngh mi, nhng s khng chc chn khng th b loi b hon ton. Do , c th k vng mt mc tht bi nht nh. Chng ta nn k vng rng mc tht bi ca cc ci tin sn phm c tnh t ph s cao hn nhng ci tin tng thm. Mt ci tin c tnh t ph l kt qu ca mt s chuyn hng c bn so vi cng ngh hin ti a ra mt ci g mi cho th gii. S pht trin ca World Wide Web c th xem nh mt ci tin c tnh t ph trong cng ngh truyn thng. Cc ci tin c tnh t ph khc bao gm vic pht trin chic my photo copy u tin ca Xerox, my ghi m videocassette u tin ca AMPEX, v chic knh p trng u tin ca Bausch&Lomb. Ci tin tng thm dng ch s m rng cng ngh hin ti. V d b vi x l Pentium Pro ca Intel l mt ci tin thm bi v n da trn cu trc vi x l dng X86 ca Intel. S khng chc chn ca nhu cu tng lai v mt sn phm mi s ln hn nhiu nu sn phm l mt ci tin t ph v l mi i vi th gii. Vi sn phm ci tin thm s khng chc

E.Mansfield, 1981, "How Economist See R&D," Havard Business Review, 11-12 pp 18-106 E.Mansfield, 1981, "How Economist See R&D," Havard Business Review, 11-12 pp 18-106 3 Booz, Allen, Hamilton, 1982, "New Products Management for the 1980's" privately publiced research. 4 A.L. Page, 1991,"PDMA's New Product Development Practices Survey: Performance and Best Practices" PDMA 15th Annual International Conference, Boston, 16/10 5 S.L. Brown, K.M. Eishardt, 1995, "Product Development: Past Research, Presen Finding s, and Future Directions", Academy of Management Review, 20 pp 343-378
2

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chn s thp hn bi v n c thit k thay th cho sn phm hin c m nhu cu nhn din r rng. Do t l tht bi ca cc ci tin t ph s cao hn. Thng mi ho km L do th hai thng vin dn gii thch cho t l tht bi cao i vi vic gii thiu sn phm mi l thng mi ho km. Thng mi ho km pht sinh khi c mt nhu cu thc cht v cng ngh mi nhng cng ngh li khng thch nghi vi s cn thit ca ngi tiu dng bi cc nhn t nh thit k km hay cht lng km. V d nhiu my tnh c nhn trc y tht bi khng bn c bi v mi my tnh cn c ngi lp trnh mi s dng c. iu khin Steve Jobs Apple Computer hiu rng nu c mt cng ngh sao cho s dng my tnh d hn th s c m ra mt th trng khng l. Do nhng chic my tnh c nhn u tin c Apple a ra th trng tch hp t nhiu cch thc ci tin t ph, nhng n li mun lm cho cng ngh hin ti c th s dng c vi ngi bnh thng. S tht bi ca Apple Computer trong vic to ra mt th trng cho Newton - m Apple a ra ma h nm 1993 l s km thng mi ho ca mt cng ngh c tnh hp dn tim tng. Apple d kin mt th trng ln ti 1 t USD cho Newton, nhng doanh s ny khng th thnh hin thc bi cc phn mm ca Newton khng c th nhn c cc thng ip c vit trn tm ghi nhn thng ip ca Newton. Bt chp tht bi ny, nhiu cng ty vn tin rng c mt nhu cu thc s v loi cng ngh nh vy, vn ch l sn phm phi c kh nng thng mi tt hn. nh v chin lc km nh v chin lc km khi mt cng ty a ra sn phm mi thc s hp dn nhng doanh s ca n khng thnh hin thc bi v s nh v th trng km. nh v chin lc l xc nh s chp nhn v mt sn phm ca mt cng ty trn bn c tnh marketing chnh: Gi c, phn phi, qung co khuyn mi, v cc c tnh sn phm. Cht lng sn phm km l mt phn l do trong s tht bi ca Apple Newton xut pht t nh v chin lc km. Newton c gii thiu vi gi ban u qu cao (gn 1000 USD) m l ra nn c mt vi th nghim ngay c trong trng hp cng ngh thng mi ho y . nh v km cng c th tc ng n tht bi khi a ra sn phm a compact k thut s (DCC) gn y. DCC tr nn ti t hn v gi cao, xc tin yu, v tht bi bi cc cng ty ci tin cc sn phm cho th trng my cm tay v xe hi. S thin cn k thut Mt l do khc gii thch ti sao vic gii thiu sn phm mi tht bi l cc cng ty thng mc sai lm khi marketing mt cng ngh khng c nhu cu tiu dng y . Thin cn k thut xut hin khi mt cng ty nh gi qu cao v kh nng phi thng ca cng ngh mi v qun i vic xt xem c nhu cu v sn phm mi ny hay khng. iu ny c th l mt nhn t trong tht bi ca my tnh bn c NeXT a ra cui nhng nm 1980 (NeXT c Steve Job ngi sng lp Apple Computer tm ra). V mt cng ngh, cc my NeXT r rng l ng u vo thi ca n, vi cc phn mm v cc c tnh phn cng tin tin m hng thp k sau vn cha tch hp vo hu ht cc my tnh. Tuy nhin, s chp nhn ca ngi tiu dng rt chm, ch yu bi v s thiu cc phn mm ng dng nh bng tnh v cc chng

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trnh x l vn bn (Word) chy trn cc my . Cc nh qun tr ca NeXT qu hng say v cng ngh ca sn phm mi m b qua thc tin c bn th trng ny. Sau vi nm bn ra chm chp, NeXT rt cuc phi rt cc my tnh khi th trng. Chm chp v marketing Cui cng, cc cng ty tht bi khi h a sn phm ra th trng mt cch chm chp. thi gian gia vic pht trin ban u v marketing cui cng cng di, do lm tng chu k thi gian cng c nhiu kh nng mt i th no tn cng v ginh u th ca ngi i u.1Ni chung, nhng ngi ci tin chm chp t cp nht cc sn phm mt cch thng xuyn hn so vi nhng ngi ci tin nhanh. Do , h s thy sn phm ca h lc hu so vi ngi ci tin nhanh. Trong ngnh t General Motor phi chu ng cnh ca ngi ci tin chm. Chu k pht trin sn phm ca n khong 5 nm, trong khi Honda, Toyota v Mazda ch hai hay ba nm, i vi Ford l ba n bn nm. Bi v GM da trn cc quan nim thit k v cng ngh l 5 nm nn cc xe t h thng lc hu khi n c a ra th trng. 4.3.2. To lp cc kh nng ci tin Cc cng ty c th thc hin mt s bc to lp mt kh nng ci tin v trnh tht bi. Ba bc dng nh quan trng nht l: (1)to cc k nng nghin cu c bn v ng dng; (2) Pht trin mt qu trnh la chn v pht trin d n tt; (3) Kt hp cc chc nng khc nhau trong cng ty thng qua nhm pht trin sn phm lin chc nng, trong chng mc no cc qu trnh pht trin song song. To lp cc k nng nghin cu c bn v ng dng. Vic to lp cc k nng nghin cu c bn v ng dng yu cu s dng cc nh khoa hc nghin cu, cc k s v thit lp mi trng lm vic thc y s sng to. Mt s cc cng ty hng u c gng t c iu ny bng cch thit lp cc vin nghin cu kiu trng i hc, ni m cc nh khoa hc v cc k s c th ginh thi gian lm vic vi cc d n nghin cu ca mnh, hn na vi cc d n lin quan trc tip vi cc nghin cu m cng ty ang tin hnh. V d, Hewlette- Packard cc phng th nghim m sut ngy m cho cc k s. Hewlette-Packard cn khuyn khch cc nh nghin cu ca n dnh 10% thi gian ca cng ty nghin cu cc tng ca h v khng pht h nu tht bi. Tng t, 3M c quy tc 15% , cho php cc nh nghin cu dnh 15% cng vic nghin cu hng tun cho bt k ch no h mun nghin cu min l c tim nng ng gp cho cng ty. Kt qu ni ting ca chnh sch ny l cc phiu dn mu vng. tng v sn phm ny do mong mun ca mt nh nghin cu mun ly ra cc lu t cun thnh ca ca ng. Cc phiu dn mu vng gi y l mt lnh vc kinh doanh ca 3M vi thu nhp khong 300 triu USD. La chn v qun tr d n. Qun tr d n l qun tr ton b qu trnh ci tin, t khi pht sinh cc tng ban u qua sut qu trnh pht trin n sn phm cui cng v em bn. Qun tr d n gm ba k nng quan trng: k nng khuyn khch pht sinh tng nhiu nht c th c; k nng la chn trong cc d n khc nhau giai on u ca s pht trin, do ha hn nhn c s ti tr v gim bt tn km ca s tht bi; k nng cc tiu ho thi

G.Stalk, T.M Hout, 1990, Competing Again Time, New York: Free Press

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gian a ra th trng. Khi nim v phu pht trin c din t trong hnh 4-5 , tm tt nhng yu cu ca vic to lp cc k nng ny.1 Nh trnh by trong hnh 4- 5, phu pht trin chia lm ba giai on. Mc tiu trong giai on 1 l m rng ng khuyn khch pht sinh tht nhiu cc tng. cui giai on ny cng ty nn thu ht d liu t tt c cc chc nng cng nh t khch hng, cc i th cnh tranh v nh cung cp. cng 1 ca phu thu hp li. y cc tng c nhng nhm lin chc nng ca cc nh qun tr, nhng ngi m khng tham gia trong vic pht trin cc nim ban u. Cc nim c khuynh hng tin trin s chuyn sang giai on 2 ca phu, y s vch ra cc chi tit ca d n ngh. Lu rng cng 1 khng phi l im nh gi tip tc hay khng. Trong s tuyn chn ny, cc tng c th c quay li phu pht trin hn na sau nh gi li. Hnh 4-5 Phu pht trin sn phm

Giai on 1 Ny sinh tng

Giai on 2: Tinh chnh

Giai on 3: Thc thi

Th trng

Trong giai on 2, ni chung ch din ra t mt n hai thng, d liu v thng tin pht trin giai on 1 c a vo mt mu cho php cc qun tr c kinh nghim nh gi d n trong s cc d n cnh tranh. Thng thng, y yu cu pht trin mt k hoch d n cn thn, hon thnh vi nhng chi tit v th trng mc tiu ra, th phn c th t c, thu nhp mong mun, chi ph pht trin, chi ph sn xut, cc s kin then cht, im la chn ln k tip l cng 2, chnh l im nh gi tip tc hay khng. Cc qun tr c kinh nghim c mi n duyt li cc d n khc nhau ang c a ra xem xt. Nhim v ca h l chn ra cc d n c th thnh cng v c ngha nht vi trin vng chin lc, theo cc mc tiu di hn ca cng ty. Mc tiu quan trng hn c giai on ny l chn cc d n m nu thnh cng s gip duy tr hay to dng li th cnh tranh cho cng ty. Mt mc tiu lin quan l m bo rng cng ty khng dn tri ngun vn v nhn lc khan him ca mnh cho qu nhiu d n m nn tp trung ngun lc vo cc d n m c kh nng thnh cng v thu nhp
1

Clark and Wheelwright, Managing New Product ang Process Developement

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tim tng hp dn nht. Bt k d n no c la chn vt qua giai on ny u c ti tr v phn b nhn s vi mong mun n s c a ra th trng. Trong giai on 3 cc ngh pht trin d n c thc hin bi nhm pht trin sn phm lin chc nng. Kt hp lin chc nng S kt hp lin chc nng cht ch gia R&D, sn xut, marketing c th gip cng ty bo m rng: Vic pht trin sn phm c dn hng bi nhu cu khch hnh. Cc sn phm mi c thit k d ch to. Chi ph pht trin c kim sot. Thi gian a ra th trng ngn nht. Vic kt hp cht ch gia R&D vi marketing l cn thit bo m rng cc d n pht trin sn phm c dn hng bi nhu cu khch hng. Cc khch hng ca cng ty c th l mt trong nhng ngun gc ch yu ca cc tng sn phm mi. Vic nhn ra nhu cu khch hng c bit l cc nhu cu khng c p ng c th to ra mt bi cnh trong cc ci tin sn phm c th thc hin thnh cng. Trong khi tip xc vi khch hng, chc nng marketing c th cung cp cc thng tin c gi tr trn quan im ny. Hn na, vic kt hp cht ch chc nng R&D vi marketing l iu ch yu nu mt sn phm mi thng mi ho thnh cng. Khng c s kt hp gia hai chc nng ny cng ty c th gp ri ro pht trin cc sn phm khng c nhu cu hay nhu cu qu thp. Trng hp Techsonic Industries chng t li ch ca vic kt hp R&D vi marketing. Cng ty Alabama ny ch to cc my d tm su l cc thit b nh c v o su ca nc di thuyn v theo di con mi. Techsonic thot khi mt chui tht bi chn sn phm mi khi h quyt nh thc hin cc cuc phng vn khp t nc vi ngi nh c xc nh nhu cu. N khm ph ra nhu cu cha c p ng v my thm d su vi kh nng c th c trong nh sng mt tri, v Techsonic pht trin sn phm . Mt nm sau my d tm su 250 USD a ra th trng, doanh s ca Techsonic tng ln gp ba t n 80 triu USD v th phn ca n tng ln mnh m ti 40%.1 S kt hp R&D v sn xut c th gip mt cng ty bo m rng cc sn phm c thit k c lu vi cc yu cu ch to, c th gim chi ph ch to v cc khuyt tt. S kt hp nh vy cng c th gim chi ph pht trin, v a sn phm ra th trng nhanh chng. Nu mt sn phm mi thit k khng lu n cc nng lc ch to, c th s gp kh khn trong vic ch to vi cng ngh ch to cho. Trong trng hp , n phi c thit k li, v c chi ph pht trin ln thi gian a sn phm ra th trng c th tng ng k. V d, vic thay i thit k trong khi hoch nh sn phm c th tng chi ph pht trin sn phm ln 50% v ko di thm 25% thi gian a sn phm ra th trng.2Hn na, nhiu ci tin sn phm c tnh t ph cn mt qu trnh cng ngh mi ch to ra chng. iu lm cho s kt hp

1 2

P.Sellers, "Getting Customers to Love You", Fortune, 13/3/1989, pp 38-42 O.Port, 1992, "Moving Past the Assembly Line", Business Week. Special Issue: Reinventing America, pp 177-180

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gia R&D vi sn xut cng tr nn quan trng hn, bi v vic cc tiu ho thi gian a ra th trng v chi ph pht trin yu cu pht trin ng thi c sn phm mi ln qu trnh cng ngh mi.1 Cc nhm pht trin sn phm. Mt trong nhng cch tt nht t c s kt hp lin chc nng l thit lp nhm pht trin sn phm lin chc nng. Cc nhm ny bao gm i din ca chc nng R&D, marketing v sn xut. Mc tiu ca nhm l thc hin mt d n pht trin sn phm t nim ban u n gii thiu ra th trng. Cc c tnh dng nh c bit quan trng cho nhm pht trin sn phm l n c th hot ng hiu qu v p ng c tt c cc s kin then cht ca qu trnh pht trin hay khng.2 Trc ht, nhm phi c dn dt bi mt ngi qun tr d n c trng lng, thng l ngi c a v cao trong t chc v c sc mnh ln quyn lc tm c cc ngun lc nhn s v ti chnh m nhm cn thit. Ngi lnh o c trng lng ny nn dng ch yu nu khng phi l ton b cho d n. Ngi lnh o l ngi tin tng vo d n, l mt qun qun ca d n, v thnh tho trong vic kt hp cc vin cnh ca cc chc nng khc nhau v gip cho cc c nhn t nhng chc nng khc nhau lm vic vi nhau v mc ch chung. Hn na, ngi lnh o cng c th hnh ng nh mt lut s ca nhm vi qun tr cp cao. Th hai, nhm nn c ti thiu mt thnh vin t mi chc nng ch yu. Cc thnh vin ca nhm cn c kh nng ng gp kinh nghim chc nng, c v tr cao trong chc nng ca h v sn lng chia s trch nhim vi kt qu ca nhm, v c kh nng t s ng h tch cc v mt chc nng sang mt bn. Ni chung, thch hp hn l cc thnh vin nhm dnh 100% cho d n trong sut thi gian m h tp trung vo d n v khng tip tc cc cng vic chc nng ca h. Th ba, cc thnh vin cng t vo v tr mt cch t nhin to ra cm gic thn thin v thc y giao tip. Th t, nhm nn c k hoch r rng, cc mc ch r rng, c bit l vi cc mc pht trin ch yu v ngn sch pht trin. Nhm nn c nhng khuyn khch t cc mc tiu ny, v d nh thng khi t c cc mc ch yu. Th nm, mi nhm cn pht trin mt qu trnh giao tip v gii quyt cc xung t. V d nhm pht trin sn phm ca Quantum Corporation mt cng ty sn xut a cho my tnh c nhn California, thit lp mt qui tc l tt c cc quyt nh chnh cn xy dng v vic gii quyt xung t phi tin hnh hp vo chiu th hai mi tun. Qui tc n gin ny gip cho nhm p ng cc mc tiu pht trin ca n. Qu trnh pht trin song song. Mt trong nhng cch thc m nhm pht trin sn phm c th rt ngn thi gian pht trin sn phm v a ra th trng l s dng qu trnh pht trin song song mt phn. Mt vn l qu trnh pht trin sn phm khng c xem xt v cc vn ch to. ng ch nht l, do thit k c bn ca sn phm c hon thnh trc khi thit k mt qu trnh cng ngh ch to v sn xut qui m thng mi, khng c h thng

1 2

G.P.Pisano, S.C. Wheelwright, 1995, "The New Logic of High Tech R&D," Havard Business Review 9- 10 pp93-95 K.B. Clark, T. Fujimoto, 1990, "The Power of Produc Integrity", Havard Business Review, 11-12 pp 107-118

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cnh bo sm biu th kh nng ch to. Hu qu l cng ty c th khng to ra sn phm vi cch thc hiu qu-chi ph v phi gi tr li cho giai on thit k sn phm. iu lm cho thi gian ko di ra khi sn phm b gi i gi li gia cc giai on. Trong qu trnh pht trin song song mt phn cc giai on pht trin chng ln nhau v d cng vic bt u pht trin qu trnh sn xut trc khi giai on thit k hon thnh. Bng vic gim chi ph v thi gian thit k sn phm, mt chng trnh nh vy gim ng k thi gian pht trin sn phm v a n ra th trng. Nhng g pht sinh sau khi Intel pht trin b vi x l 386 nm 1986 chng t iu ny. Mt s cc cng ty bao gm c IBM v Compaq chy ua tr thnh ngi u tin a ra my tnh c nhn trn c s b vi x l 386. Compaq tn cng IBM trong 6 thng v ginh c th phn ch yu trong th trng my tnh cng sut cao. Cch thc c bn m Compaq tin hnh l s dng nhm lin chc nng v qu trnh song song mt phn pht trin sn phm. Nhm bao gm cc k s (R&D) cc nh marketing, sn xut v ti chnh. Mi chc nng lm vic song song hn l theo trnh t. Trong khi cc k s ang thit k sn phm, ngi sn xut cng ang thit t nh xng my mc, ngi lm marketing ang lm vic vi knh phn phi v hoch nh chin dch marketing, v ngi lm chc nng ti chnh ang lm vic ti tr cho d n. 4.3.3. Tm tt: t c s ci tin vt tri Vai tr ch yu ca cc chc nng trong vic t c s ci tin vt tri c tm tt trong Bng 4-4. Hai im chnh cn c c bit lu . Th nht, ngi qun tr cp cao phi chu trch nhim chnh trong vic bao qut ton b qu trnh pht trin. iu ny i hi c vic qun tr pht trin v vic thc y s kt hp gia cc chc nng. Th hai, trong khi R&D ng vai tr trung tm ca qu trnh ci tin, tnh hiu lc ca R&D trong pht trin cc sn phm v qu trnh mi ph thuc vo kh nng ca n trong vic kt hp vi chc nng sn xut v marketing. Bng 4-4: VAI TR CA CC CHC NNG TRONG VIC T CI TIN VT TRI
Cc chc nng to gi tr C s h tng (Lnh o) Sn xut Marketing Qun tr vt liu R&D Ngun nhn lc Vai tr chnh Qun tr ton b qu trnh (V d qun tr hot ng pht trin) Thc y hip tc lin chc nng Hp tc vi R&D trong vic thit k sn phm d ch to Lm vic vi R&D pht trin cc ci tin qu trnh Cung cp cc thng tin th trng cho R&D. Lamg vic vi R&D pht trin sn phm mi Khng c trch nhim chnh Pht trin cc qu trnh v sn phm mi Hip tc vi chc nng khc c bit l marketing v ch to trong qu trnh pht trin Thu cc nh khoa hc v k s gii

4.4. T C S P NG KHCH HNG VT TRI p ng khch hng vt tri ngha l phi cho khch hng nhng g m h mun, ng lc h mun vi iu kin l kh nng sinh li lu di ca cng ty khng b tn thng khi thc hin iu . Cng ty cng p ng c nhu cu khch hng n cng c th lm ch c s trung

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thnh nhn hiu. Sau , s trung thnh nhn hiu su sc c th cho php cng ty i hi mc gi tng thm cho sn phm hoc cho php cng ty bn c nhiu hng ho v dch v hn cho khch hng. D sao, mt cng ty p ng nhu cu khch hng n s c mt li th cnh tranh. t c s p khch hng vt tri chnh l cho khch hng mt gi tr v tin bc, tng bc ci thin hiu qu qu trnh sn xut ca cng ty v cht lng ca cc u ra nn gn cht vi mc ch ny. Hn na, vic cho khch hng nhng g h mun c th cn phi pht trin cc sn phm mi vi cc c tnh mi. Ni mt cch khc, t c hiu qu, cht lng v s ci tin vt tri l tt c cc b phn t c s p ng khch hng vt tri. C hai iu tin quyt khc t c mc ch ny. Th nht, l tp trung vo cc khch hng ca cng ty v nhu cu ca h. Th hai, tm cch tho mn nhu cu ca h tt hn. 4.4.1. Tp trung vo khch hng Mt cng ty khng th p ng nhu cu ca khch hng tr khi n bit r nhng g m h cn. Do , bc u tin ca vic to ra s p ng khch hng vt tri l ng vin ton cng ty tp trung vo khch hng. Bin php t mc tiu ny l biu th bng s lnh o, nh hng thi ca nhn vin v s dng cc c ch a khch hng ti cng ty. Lnh o. Tp trung vo khch hng phi bt u cp cao ca t chc. S cam kt p ng khch hng vt tri em n nhng s thay i xuyn sut ton b cng ty iu m ch c th lm c thng qua s lnh o mnh m. Mt bn bo co s mnh trong t khch hng ln hng u l cch gi mt thng ip r rng ti nhn vin v s tp trung mong mun. Mt con ng khc l bng chnh hnh ng ca lnh o cp cao. V d, Tom Monaghan, ngi sng lp ra Dominos Pizza gn gi vi khch hng bng cch hng tun n thm nhiu ca hng nht c th c, t mnh thc hin mt ln giao hng, v thng xuyn n Pizza cuat Domino. Thi ca nhn vin. t c s tp trung vo khch hng mt cch vt tri yu cu ton b nhn vin phi xem khch hng nh tiu im cho cc hot ng ca h. Ch c s lnh o khng th cha t n mc tiu ny. Ton b nhn vin phi c hun luyn tp trung vo khch hng, bt k chc nng ca h l marketing, sn xut, R&D hay k ton. Mc tiu nn c t ra l lm cho nhn vin suy ngh bng chnh suy ngh ca khch hng v t t h vo a v ca khch hng. Vi cch , nhn vin mi c th nhn ra cc thc tt hn ci thin cht lng kinh nghim ca khch hng vi cng ty. cng c cho nhng iu , h thng khuyn khch ca cng ty nn thng cho nhn vin v s tho mn cho khch hng. V d, qun tr cp cao ca h thng khch sn Four Seasons lun hnh din v s tp trung vo khch hng ca h, khi ni n cu chuyn v Roy Dyment, mt ngi gc ca Toronto, sao lng qun khng mang chic cp ca khch ra xe taxi cho ng ta. Ngi gc ca gi in cho ng khch, l mt lut s Washington D.C. v bit rng ng ang cc k cn chic cp cho bui hp bui sng. Dyment ln my bay i Washington a li chic cp- khng cn phi c s ng ca ng ch mnh. Chng nhng khng pht Dyment v mi lm mc phi v v vic khng hi kin qun tr trc khi i Washington m Four Seasons cn p li bng cch ghi tn ca Dyment vo danh sch nhng ngi nhn

- 138 vin ca nm.1Hnh ng ny a mt thng ip mnh m ti cc nhn vin ca Four Season v tm quan trong ca tho mn khch hng. a khch hng n vi cng ty. Hiu bit v khch hng l mt cch t c s p ng khch hng vt tri. Hiu bit v khch hng khng ch yu cu nhn vin suy ngh nh chnh khch hng m cn yu cu h phi lng nghe nhiu nht nhng g m khch hng ni v a h n vi cng ty. Vic a khch hng n vi cng ty khng phi mang tnh vt l m l trong s nh gi ca khch hng bng vic thu thp cc phn hi t khch hng v hng ho v dch v ca cng ty v xy dng h thng thng tin truyn cc phn hi ny n ngi c lin quan. V d, trng hp ngi bn l qun o qua th t hng Lands End. Thng qua danh mc ca n v nhng ngi nhn in thoi dch v khch hng, Lands End thu thp nhng kin t khch hng v cht lng qun o v loi hng m h mun Lands End cung cp. Qu thc, s thc gic ca khch hng nhc nh cng ty dch chuyn n phn on qun o. Lands End thng cung cp thit b cho thuyn bum thng qua cc danh mc th t hng. Tuy vy, cng ty li nhn c rt nhiu yu cu ca khch hng v qun o d ngoi trong khi p ng cc n hng bng vic m rng danh mc tho mn nhu cu. Lp tc qun o tr thnh ngnh kinh doanh chnh v Lands End gim dn cc thit b thuyn bum. Hin nay, cng ty vn ch nhiu n cc yu cu ca khch hng. Mi thng mt bn d liu t my tnh v cc yu cu v bnh lun ca khch hng c gi v cho cc nh qun tr. Cc phn hi ny gip cng ty iu chnh cc hng ho bn ra ca n. Thc vy, cc mt hng mi mua vo bn ra p ng vi yu cu khch hng.2 4.4.2. Tho mn nhu cu khch hng Mt khi t c vic tp trung vo khch hng, nhim v tip theo l tho mn cc nhu cu khch hng xc nh c. Nh ch ra, hiu qu, cht lng, ci tin tt thy quyt nh tho mn cc nhu cu ny. Ngoi ra, cc cng ty cung cp mc tho mn cao hn khi h cc bit ho sn phm nhiu nht c th c theo cc yu cu ca khch hng c bit v khi h rt ngn thi gian p ng cc nhu cu khch hng. Phc v theo yu cu khch hng l bin i cc c tnh ca hng ho v dch v p ng cc yu cu c o ca cc nhm khch hng hay trong nhng trng hp cc oan, c hiu nh phc v theo yu cu tng khch hng. Ngi ta thng ngh rng phc v theo yu cu khch hng pht sinh chi ph. Tuy nhin, nh ch ra phn u chng ny, cc cng ngh sn xut linh hot lm cho n c th sn xut cng nhiu loi sn phm hn trc m khng lm tng chi ph. Cc cng ty c th c bit ho cc sn phm ca h nhiu hn h tng lm cch y 15 nm. c bit khi cc cng ngh sn xut linh hot lin kt vi h thng thng tin da trn cng ngh Web. V d, ngi bn l nh Amazon.com s dng cc cng ngh trn c s Web pht trin mt trang ch cho cc ca hng ca h phc v nhu cu ca mi c nhn. Khi cc khch hng truy cp vo Amazon.com, h c mt danh mc gii thiu cc cun sch hay nhc cho vic mua bn da trn mt phn tch nhng g m h mua trc .

1 2

P.Sellers, "Getting Customers to Love You", Fortune, 13/3/1989, pp 38-42 Caminiti, "A mail Oder Romance"

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Khuynh hng phc v theo yu cu khch hng to ra s phn ho nhiu th trng, c bit l th trng khch hng thnh nhng khe h nh hn. V d u nhng nm 1980, khi Honda ln t th trng xe my Nht bn vn rt phn mnh. Ngi gi v tr th hai, Yamaha quyt nh theo sau ngi dn u Honda. Nm 1981, n thng bo m mt nh my mi, c th a Yamaha tr thnh ngi ch to xe my ln nht th gii nu hot ng ht cng sut. Honda p tr bng vic m rng mt hng sn phm ca mnh v y nhanh tc gii thiu sn phm mi. Ti bc khi u ca cuc chin v xe my c th coi nh vyHonda c 60 loi xe my trong mt hng sn phm ca n. Tm thng sau, Honda tng nhanh s mt hng ca mnh ln n 113 mu, c bit ho cc sn phm n cc k h th trng nh. Honda c kh nng t c iu ny m khng phi chu chi ph ng k, bi v n l mt nh ch to linh hot. S trn ngp ca cc mu Honda theo yu cu khch hng y Yamaha khi nhiu th trng, ngn chn ng k cuc tn cng ca n vo Honda.1 Thi gian p ng. Cung cp cho khch hng nhng g h cn khi h mun, yu cu tc p ng nhu cu ca khch hng. ginh c li th cnh tranh cng ty phi thng xuyn p ng cc yu cu khch hng tht nhanh, d cho giao dch l vic giao hng ca mt hng ch to gia dng, vic x l mt yu cu vay n ngn hng, cc ph tng thay th cho mt xe t h hng, hoc ch thanh ton trong mt siu th. Chng ta ang sng trong mt x hi chuyn ng nhanh chng, ni m thi gian l mt hng ho c gi tr. Cc cng ty tho mn nhu cu khch hng nhanh chng s to lp c s trung thnh nhn hiu v t mt gi cao hn v cc sn phm v dch v. Tng tc cho php cng ty i hi mc gi cao hn. Khe h ca ngnh a th nhanh bng my bay da trn quan im cho rng khch hng sn lng thanh ton cao hn mt cch ng k cho cc th nhanh qua m, so vi th thng. Mt v d khc v s p ng nhanh l trng hp ca Caterpillar, nh ch to my di chuyn hng nng di chuyn trn mt t c th giao cc ph tng thay th n bt k im no trn tri t ch trong vng 24 gi. Bi v s c dng my vi cc thit b xy dng hng nng s rt tn km, kh nng ca Caterpillar p ng nhanh vi nhng h hng my mc thit b l mt iu quan trng ct yu i vi khch hng ca cng ty. Kt qu l, nhiu khch hng duy tr s trung thnh vi Caterpillar bt chp s cnh tranh mnh lin ca Komasu ca Nht bn. Ni chung, gim thi gian p ng cn phi lm sao cho (1) chc nng marketing truyn thng nhanh chng cc yu cu ca khch hng ti sn xut, (2) cc chc nng sn xut v qun tr vt liu c th iu chnh nhanh chng k hoch tin sn xut trong vic p ng cc nhu cu cha d kin ca khch hng, v (3) h thng thng tin c th gip chc nng sn xut v marketing trong qu trnh ny. 4.4.3. Tm tt: t c s p ng khch hng vt tri Bng 5.5 tm lc cc bc, cc chc nng khc nhau cn phi thc hin nu cng ty mun t c s p ng khch hng vt tri. Mc d, marketing ng vai tr quyt nh gip mt cng ty t c mc tiu ny, ch yu l do n tip xc trc tip vi khch hng, Bng 4-5 ch ra rng cc chc nng khc cng c vai tr quan trng thc hin mc tiu . Hn na,
1

G.Stalk, T.M Hout, 1990, Competing Again Time, New York: Free Press

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ging nh t c s vt tri v hiu qu, cht lng v ci tin, vic t c s p ng khch hng vt tri yu cu cc qun tr cp cao phi lnh o sao cho c th to lp mt s nh hng khch hng trong cng ty. Bng 4-5: VAI TR CA CC CHC NNG TRONG VIC P NG KHCH HNG VT TRI
Cc chc nng to gi tr C s h tng (lnh o) Sn xut Marketing Qun tr vt liu R&D H thng Thng tin Ngun nhn lc Vai tr ch yu 1- Thng qua lnh o bng nu gng, to ra mt s cam kt v p ng khch hng trn ton cng ty t c s cc bit ho bng h thng sn xut linh hot. t c s p ng nhanh thng qua ch to linh hot Hiu bit khch hng Truyn t cc phn hi ca khch hng vi cc chc nng thch hp Pht trin h thng hu cn c kh nng p ng nhanh cho cc nhu cu khng d kin trc a khch hng vo qu trnh pht trin sn phm S dng cong ngh Web tng s p ng khch hng Pht trin cc chng trnh hun luyn nhn vin ngh nh khch hng

TM TT CHNG V CU HI N TP Trong chng ny, chng ta tho lun v vai tr ca cc chin lc chc nng trong vic t c hiu qu, cht lng, s ci tin v p ng khch hng. N xem xt mt cch chi tit cc bc khc nhau dn n mc tiu ny, gm cc im chnh sau: Mt cng ty c th tng hiu qu thng qua vic khai thc tnh kinh t ca qui m v hiu ng hc tp, p dng cc cng ngh ch to linh hot, p dng h thng ng thi hn, a chc nng R&D thit k sn phm d ch to, nng cp k nng ca nhn vin thng qua hun luyn, nhm t qun, v gn vic tr lng bng vi kt qu, to ra s cam kt n hiu qu trn ton cng ty thng qua s lnh o mnh m, v thit k cu trc thc y hip tc gia cc chc nng theo ui mc tiu hiu qu. Cht lng vt tri c th gip cho cng ty k c chi ph thp ln s khc bit sn phm ca n v yu cu mc gi cao hn. t c cht lng vt tri yu cu ton cng ty phi cam kt vi cht lng v tp trung mt cch r rng vo khch hng. N cng yu cu c cc thc o o lng mc tiu cht lng v khuyn khch nhn mnh vo cht lng; d liu t nhn vin v cch thc ci thin cht lng; phng php lun theo v s theo di khuyt tt n tt gc v sa cha cc vn to ra khuyt tt; hip tc vi ngi cung cp duy tr vic p dng TQM; cc sn phm c thit k d ch to; hip tc cht ch gia cc chc nng. T l tht bi ca vic gii thiu cc sn phm mi rt cao do cc nhn t nh s khng chc chn, thng mi ho km, chin lc nh v km, s thin cn k thut, v s chm chp a sn phm ra th trng. t c s vt tri v ci tin, cng ty phi to ra cc k nng nghin cu c bn v ng dng; thit k hp l qu trnh qun tr pht trin; v t c s kt hp cht ch cc chc

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nng khc nhau ca cng ty, ch yu thng qua vic p dng cc nhm pht trin sn phm lin chc nng v qu trnh pht trin song song mt phn. t c s p ng khch hng vt tri thng yu cu cng ty t c hiu qu, cht lng, s ci tin. p ng khch hng vt tri c th t c nu mt cng ty cung cp cho khch hng ci m h mun ng lc cn thit. N phi m bo mt s tp trung cao vo khch hng, iu m c th t c thng qua s lnh o v hun luyn nhn vin ngh nh khch hng; a khch hng n cng ty bng cch nghin cu th trng vt tri; c bit ho sn phm vi cc nhu cu c o ca cc khch hng hay nhm khch hng c bit; p ng nhanh nhu cu khch hng. CU HI N TP 1- Bn khi c bn to lp li th cnh tranh lin quan vi nhau nh th no? 2- Nu cch khai thc tnh kinh t v qui m, hiu ng hc tp trong vic to dng li th cnh tranh? 3- Trnh by l gic ca sn xut linh hot theo yu cu khch hng vi khi lng ln? 4- Trnh by kh nng to dng li th hiu qu t cc hot ng marketing 5- Nu kh nng tc ng ca qun tr vt liu n hiu qu 6- Vai tr ca qun tr cp cao trong vic gip cho cng ty t c s vt tri v hiu qu, cht lng, ci tin, v p ng khch hng? 7- Trong di hn, vic p dng TQM cho cng ty mt li th cnh tranh hay n ch yu cu t c s bnh ng vi cc i th cnh tranh? 8- Trn ngha no m ci tin c gi l khi n nht quan trong nht to lp li th cnh tranh

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TI LIU THAM KHO 1- Alex Miller (1998). Strategic Management 3rd Ed. Irwin/McGraw-Hill 2- Charles W.L. Hill, Gareth R.Jones (2002) Strategic Management : An intergrated Aproach, 5th Ed. Houghton Mifflin. 3- Chistopher G. Worley, David E.Hitchin, Walter L.Ross (1996), Integrated Strategic Change: How OD Builds Competitive Advantage, Addion-Wesley Publishing Company. 4- Douglas C.Montgomery (1997), Introduction to Statistical Quality Control, 3rd Ed. John Wiley& Son 5- Irene Chow, Neil Holbert, Lane Kelley, Julie Yu (1997), Business Strategy: An Asia-Pacific Focus, Prentice Hall 6- Henry Mintzberg, James Brian Quinn, John Voyer (1995), The Strategy Process, Collegiate Ed.Prentice Hall. 7- Michiel R.Leeder, Harold E. Feason (1997), Purchasing & Supply Management, 11th Ed. Irwwin/McGraw-Hill 8- Norman Gaither (1996), Production and Operation Management, 7th Ed. Thomson 9- Peter Wright, Mark J. Kroll, John Parnell (1996), Strategic Management : Concepts and Cases 3rd Ed. Prentice Hall 10- Thomas L. Wheelen, J. David Hunger (2004) Strategic Management and Business Policy 9th. Prentice Hall. 11- William C. Frederick, James E. Post, Keith Davis (1992), Business and Society: Corporate Strategy, Public Policy, Ethics, 7th Ed, McGraw-Hill,Inc

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