AIG - Company

GVHD: TS. Nguyn Thanh Lim

PHN I: GII THIU V CNG TY

1. LCH S HNH THNH V PHT TRIN American International Group, Inc (AIG), Cng ty hng u trong mt th gii bo him v dch v ti chnh, l i tc quc t hng u vi cc t chc hot ng kinh doanh bo him trn hn 130 quc gia. AIG phc v cc cng ty thng mi, th ch v c nhn thng qua hu ht cc khch hng rng ri trn ton th gii bt ng sn, tai nn v mng li bo him nhn th ca bt k hng bo him. Ngoi ra, cc cng ty AIG l nh cung cp dch v hng u ca cc dch v hu tr, dch v ti chnh v qun l ti sn trn khp th gii. C phiu ca AIG c lit k trn S Giao dch chng khon New York, cng nh cc c phiu giao lu Paris v Tokyo. 1.1. S lc lch s hnh thnh c xy dng trn mt nh Foundation: AIG c thnh lp nm 1919 ti Trung Quc, khi mt doanh nhn tr, ngi M c tn Cornelius Vander Starr n Thng Hi v thnh lp c quan bo him Asiatic Underwriters. Hai nm sau, ng thnh lp Cng ty Bo him Nhn Th Chu l th trng bo him nhn th cho cc sn phm Trung Quc. Sut trong nhng nm 1920, cng ty m rng hot ng kinh doanh ca h vo cc thnh ph Trung Quc v cc nc ln cn ca khu vc ng Nam . Bt u t mt vn phng, trong nm 1927 Starr chuyn vo cc hot ng t kt hp ti 17 The Bund, Thng Hi. Nm 1926, Starr xc nh cn c mt vn phng ti Hoa K, v thnh lp Quc t M Underwriters (AIU) ti New York vi mc ch cho cc mi quan h gn gi hn vi M. Nm 1930,cc cng ty ca Starr m rng thm cc th trng khc, k c Chu M Latinh. Khi th trng Chu c hiu qu trong Chin tranh Th gii th II, Starr di chuyn n cc tr s chnh ti New York nm 1939 v tip tc cng vic kinh doanh ti Chu M La tinh .
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Sau ngy cui cng ca chin tranh, ti thnh lp doanh nghip chu l mt u tin hng u cho Starr. Trong nm 1947, ng thnh lp Cc Philippine M v Tng Cng ty Bo him Cuc sng (Philamlife), l cng ty ln nht trong quc gia, v thnh lp Cng ty Bo Him Quc T M, Ltd (AIA) nhp li bo him nhn th ca th trng ng Nam Chu . m rng ra ngoi Chu , cng ty m thm Cng ty Bo him Nhn Th (ALICO) v phn nh cho cc th trng Chu M La tinh, Chu Phi v Trung ng. AIG cng nhp vo c v Nht Bn phc v nhu cu bo him ca lc lng qun s nhng quc gia ny. n cui nhng nm 1950, cc cng ty Starr c i din trong khong 75 quc gia trn th gii. Xy dng ti Hoa K: Nm 1960 l nm quan trng cho cc tp on Starr Hoa K. Trong nm 1952, cng ty Starr mua mt phn ln cng ty bo him Globe & Rutgers Fire , m sau ny ly tn ca chi nhnh cng ty bo him M. By gi, di s lnh o mi Maurice R. Greenberg, tr s chnh M c chuyn i t mt c quan n mt trong nhng cng ty bn hng thng qua mi gii, tp trung vo thng mi v cng nghip. iu ny tr thnh khun mu ca Greenberg, trong nm 1960 ng ta p dng chin lc cho nhng ngi khc mua li ht nhng cng ty: Cng ty Bo him Hampshire, Lin on Quc gia cha chy ca Cng ty Bo him Pittsburgh, v cc chi nhnh Cng ty Bo him Lexington, Cng ty Thng mi v Cng nghip bo him v Cng ty Transatlantic. Cc cng ty ny di hnh thc cc c s thng mi ngy hm nay ca Bo him AIG Hoa K. Mt n lc hp l ha cc cu trc cng ty, Starr thnh lp American International Group, Inc (AIG) trong nm 1967 gi c phn ca cc cng ty trong nc. Hai nm sau, AIG cng khai vi Greenberg l Ch tch v Gim c iu hnh. Trong nm 1970, thng qua mt lot cc bc sau, AIG mua li 1 s c quan, doanh nghip. Ti thi im ny, tt c cc doanh nghip hin nay
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l di mt mi nh. AIG c phn c lit k trn cc S Giao dch chng khon New York vo nm 1984. Lnh o mt cng nghip: n cui nhng nm 1980, AIG thng bo doanh thu 14 t USD, ti sn l 46 t USD v thu nhp l net 1,37 t USD. Cng ty tr thnh 1 t chc thng mi v cng nghip ln nht ca Bo him Underwriter ti Hoa K v cc t chc bo him hng u quc t. AIG c nhc n nh mt s i mi trong ngnh cng nghip bo him, mt trong nhng nh cung cp dch v hng u ca gim c v cn b bo him, bo v mi trng v cc sn phm bo him trch nhim qun l. Trong nhng nm 1990, AIG tip tc m rng quy m quc t ca n, dn ti vic tr v Trung Quc nh l ln u tin t chc bo him nc ngoi cp giy php ca chnh quyn Trung Quc vn hnh mt doanh bo him ton b kinh doanh ti Thng Hi. Cc hot ng ca AIG ti Trung Quc, sau m rng n cc thnh ph ln khc, bao gm c Qung Chu, Thm Quyn v gn y nht, Bc Kinh. AIG vo Vit Nam trong nm 2000 nh l cng ty nc ngoi u tin c cp giy php, v trong nm 2001 thnh lp hai lin doanh ni chung v bo him bo him nhn th ti n vi Tata Group, cng nghip hng u n . Ri m rng sang Lin X, Nga, Ba Lan, Hungary, Cng ha Sc v cc th trng ni ting. M rng vo Dch v ti chnh: Dch v ti chnh ca Tp on AIG, thnh lp vo cui nhng nm 1980, do s pht trin nhanh chng trong nhng nm 1990 thng qua cc mc tiu hot ng ca cc doanh nghip bo him AIG. u tin c thnh lp s dng cho cc sn phm ti chnh AIG Corp, vo nm 1987 chuyn v cc sn phm giao dch phc tp. Mt vi nm sau, Tp on AIG Thng mi, Inc c thnh lp tham gia vo ro cn kinh doanh v lm cho th trng nc ngoi trong cc hot ng trao i, kim loi qu v nng lc. Sau , hai n v
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c cng c vo cc th trng vn Tp on AIG. Nm 1990, mt trong cc dch v ti chnh mua li xy ra khi AIG cho thu ti chnh Cng ty C phn Quc t (ILFC), trn th trng quc t hng u th gii cho thu v tip th li cc cng ngh tin tin thng mi jet my bay cho hng hng khng trn th gii. Nm 1999, AIG bc vo th trng tin tit kim hu tr bng vic mua li SunAmerica, Inc mt nh cung cp hng u v bo him nhn th, sn phm tit kim hu tr, qu chung v nin kim. Cng trong nm , Tp on AIG qun l ti sn hnh thnh v AIG bo him u t ti sn. By gi c gi l AIG u t, cc doanh nghip bao gm cc th ch v qun l ti sn c nhn, mi gii-i l dch v, ngn hng t nhn v cc chng trnh u t. Cc ti sn ca Tp on AIG cng bao gm Ngn hng Cng ty TNHH t nhn, AIG Bt ng sn ton cu, v AIG SunAmerica Mutual Funds. AIG th k mi (TK2): m rng kinh doanh bo him, Tp on AIG mua HSB, Inc vo nm 2000. y l cng ty m ca cng ty bo him Hartford, l nh cung cp hng u cc trang thit b bo him h hng v cc dch v k thut cho cc doanh nghip, cc ngnh cng nghip v c s gio dc. Trong nm 2001, AIG mua li cc Tng cng ty ln nht ca M, cc hng bo him mt trong nhng nh cung cp dch v ln nht c nh. Ngoi ra, ngi M c mt ngi tiu dng chung cho vay kinh doanh, Ti chnh M - Inc, m thm vo phm vi tng th ca AIG ca ngi tiu dng trn ton th gii ang pht trin ti chnh doanh nghip. Nh l cc hot ng chung ca M c tch hp vo bo him nhn th ca AIG, dch v ti chnh v qun l ti sn doanh nghip, h ngy cng c xc nh vi cc thng hiu ca AIG, Cng ty Bo him AIG Annuity v AIG Hu Tr v dch v, tt c cc sn phm AIG mang thng hiu ca cng ty. 1.2. Cc ct mc pht trin ca tp on AIG
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1919: Doanh nhn Cornelius Vander Starr sng lp ra cng ty A.A.U (American Asiatic Underwriters) ti Thng Hi Trung Quc. 1921: Thnh lp ALICO (Asia Life Insurance Company) 1926: A.A.U m vn phng ti New York vi tn gi A.I.U (American International Underwriters) 1939: Di tr s chnh v New York Thp nin 1940: Sau th chin th 2, AIU xm nhp th trng Nht v c, nh du bc m rng kinh doanh ra th trng nc ngoi. Thp nin 1950: AIU thnh lp 75 vn phng trn ton cu. Thp nin 1960: Trin khai chin lc mua li cc cng ty trn b vc ph sn v thnh lp DBG (Domestic Brokerage Group) 1967: AIG c thnh lp vi vai tr l cng ty m. Ngi Maurice R. Greenberg c c tr thnh Ch tch v Gim c iu hnh tp on AIG. 1969: AIG tin hnh c phn ha. 1984: C phiu ca AIG c nim yt ti th trng chng khon New York. Thp nin 1990: AIG m rng hot ng kinh doanh n cc quc gia nh Trung Quc, Chu M Latin, Israel, Nga, Uzbekistan v ng u. 1990: M rng mng Dch v ti chnh. 1992: AIA (American International Assurance Company Ltd) l cng ty bo him nc ngoi u tin c chnh ph Trung Quc cp giy php hot ng. 1998: AIA m li vn phng ti cao c The Bund Thng Hi

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1999: AIG mua li cng ty Sun America Cng ty cung cp dch v hu tr ln nht nc M. 2001: AIG kt np America General Financial Group. 2005: Khai trng ta nh AIG Tower ti Hng Kng. Ngn hng AIG Private Bank c nhn giy php thnh lp vn phng i din ti Thng Hi. AIG l cng ty bo him phi nhn th u tin ca M c nhn giy php hot ng ti Vit Nam. Ngy 14/03/2005: Ngi Martin J. Sullivan chnh thc tr thnh Ch tch kim Gim c iu hnh tp on AIG, thay th cho ngi Maurice R. Greenberg. 2006: i Loan: AIG mua li Cng ty Bo him phi nhn th Taiwan Central Insurance m rng bo him ti sn v con ngi. Hng Kng: AIG Private bank c cp giy php hot ng ti Hng Kng Anh: Mua li cng ty Ocean Finance nhm y mnh kinh doanh tn dng tiu dng. Ti tr Cu lc b bng Manchester United, thng hiu th thao hng u, nhm tng cng s nhn din thng hiu AIG. M: Mua li cng ty Travel Guard International Cng ty Bo him du lch hng u tng cng nng lc bo him du lch hin ti.

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Cc th trng mi ni: AIG m rng hot ng ca mnh ti cc th trng ang pht trin. Nhn giy php bn bo him nhm ti Trung Quc, giy php kinh doanh bo him nhn th v phi nhn th ti tnh Qung ng v giy php kinh doanh bo him nhn th ti Giang T, Trung Quc. Chnh ph n cho php thnh lp Cng ty Ti chnh phi ngn hng 100% vn nc ngoi. u t chin lc vo cng ty Kinder Morgan, sn bay London City v P&O Ports Bc M. Thnh lp vn phng Bo him phi nhn th nc ngoi ti Dubai nhm m rng kinh doanh ti Trung ng, a Trung Hi v Nam . Gii thiu hng lot sn phm mi ti Trung ng qua cng ty AIG Takaful, bao gm c sn phm thit k ring cho ngi theo o Hi tun th cc qui nh v bo him v ti chnh. Ra mt sng kin mang tnh chin lc Deliver the firm bn cho cc sn phm trn ton th gii. Dch v AIG Passport c tin hnh nhm p ng nhu cu bo him trch nhim cho nhn s cp cao cc cng ty a quc gia ca M hot ng ti hn 75 quc gia v vng lnh th. 2007: Nhn c giy php kinh doanh mi, bao gm giy php thnh lp cng ty 100% vn nc ngoi ti Trung Quc v giy php hot ng ca vn phng i din cng ty u t ti Thin Tn.

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Kt hp vi mt s cng ty ti c v n , mua li mt phn ca cng ty bo him 21st Century (M). Tng cng nng lc qun l vn gip tng kh nng qun l th trng v li nhun trong bi cnh kh khn ti chnh ton cu. 1.3. Lnh vc kinh doanh Bo him nhn th v hu tr Bo him phi nhn th Qun l ti sn Dch v ti chnh 1.4. Khu vc hot ng Chu M: Argentina, Braxin, Bolivia, Chile, Colombia, Ecuador, Jamaica, Mexico, Paraquay, Peru, Uruquay, Venezuela,. Chu u: B, an Mch, Php, c, Hy Lp, , Lucxambua, H Lan, Na Uy, B o Nha, Ty Ban Nha, Thy S, Thy in Chu : Brunei, Hng kng, Indonesia, Macau, Malaysia, Philippines, Singapore, Thi Lan, i Loan, Vit Nam Vng Trung ng: Baran, Ai Cp, Israel, Oman, Qatar, Rp X c, Th Nh K, Chu Phi: Kenya, Nam Phi, Uganda, Zimbabwe, Nigeria. 2. THNH TU T C 2005: Tp ch Business Week Global 1000: AIG c xp th 12 xt theo gi tr th trng. 2006: Theo Forbes - Global 500 report: AIG ng v tr th 4 trong danh sch 2000 cng ty ln nht ton cu.

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2006: Tp ch Fortunes 500 USA Largest corporations: AIG c xp th 9 xt v doanh thu v vn. 2007: Theo tp ch Reactions: Ti bui l Reactions Global Awards dinner, AIG c trao ba gii thng: Best North American Primary Insurance Company (Nh bo him gc tt nht Bc M); Best AsiaPacific Primary Insurance Company (Nh bo him gc tt nht Chu Thi Bnh Dng); Best Global Primary Insurance Company (Nh bo him gc tt nht ton cu). C nhn CEO Martin Sullivan c nhn gii Insurance CEO of the Year Tp ch Reactions(7/2007): AIG Europe(UK) c trao gii thng: Best Reputation and Brand (Uy tn v nhn hiu tt nht); Best product range (Sn phm a dng nht); Best Insurance Company underwriting in Energy and in Aviation (Cng ty bo him tt nht trong lnh vc bo him nng lng v hng khng) Theo kt qu ca Brandz Survey: Va qua, cng ty nghin cu th trng hng u Millward Brown a AIG vo danh sch Brandz - 100 thng hiu ng u da theo d liu v ti chnh v kin ca hn mt triu khch hng trn ton th gii trn tng s 50.000 thng hiu. Gi tr thng hiu ca AIG c lit k l 7,1 t USD, tng 21% so vi nm 2006. Trong khi , AIG ang ng v tr th ba trong nhm cc thng hiu v bo him, dn u trong nhm Thng hiu mnh (Brand Momentum category) iu ny c ngha trong vic nh mc mong mun ca vic tng trng gi tr thng hiu trong gian ngn. Tp ch Europemoney (04/2008) : Thng qua cuc thm d kin ca cc khch hng trc tip ti cc cng ty ln trn th gii c mua bo him, Europe Money phn loi thnh 7 nhm bnh chn, trong
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AIG c xp v tr s 1 trong s 5/7 nhm tiu ch c bnh chn v v tr s 2 cho tiu ch bo him ti sn. 3. PHN TCH S MNH- VIN CNH 3.1.Vin cnh To be the worlds first choice provider of insurance and financial services. We will create unmatched value for our customers, business partners, and shareholders, as we contribute to the growth of sustainable, prosperous communities Vin cnh ca chng ti l tr thnh nh cung cp bo him v dch v ti chnh c th gii la chn trc nht. Chng ti s to ra v mang n cho cc khch hng, ng nghip, i tc v c ng nhng gi tr khng g snh bng; cng nh chng ti ng gp vo s pht trin ca nhng cng ng phn vinh v bn vng. 3.1.1. T tng ct li: Gi tr ct li: Con ngi: Pht trin ti nng a chiu. Tn vinh s xut sc. Tp trung chm sc khch hng: D on trc nhng mi quan tm hng u ca khch hng. p ng hn c nhng g khch hng mong i. Hiu sut: C tinh thn trch nhim. Qun l ri ro. Pht huy th mnh ca AIG. S lim chnh: Lm vic vi tinh thn trung thc. Nng cao danh ting AIG S tn trng: Coi trng tt c ng nghip. Hp tc vi nhau Tinh thn kinh doanh: Nm bt thi c. i mi v khch hng v cng khch hng.
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Cc gi tr ct li v nguyn tc c t ra trong quy tc ca AIG l s phn nh nhng ti nng v chuyn mn gip phn bit AIG vi cc cng ty khc v l mt thnh phn khng th thiu ca nh gi tr m AIG mang n cho khch hng, nhn vin v tt c cc cng ng ca AIG khi AIG c gng hng ngy thc s thc hin c mong mun ca mnh. thc thi chin lc thc hin vin cnh , AIG mong mun mi nhn vin hp tc cng cc ng nghip ca mnh trong ton b t chc, qun l ri ro, tun th tt c cc qui nh hin hnh v ti u ha hiu qu vn hnh. Gi tr ct li trong cng vic kinh doanh ca AIG l mt li ha rng AIG s bo v cc sn phm v dch v ca AIG. Tnh lim chnh ca c nhn v t chc c ngha quan trng trong vic thc hin li ha ny v bo v danh ting ca AIG. Mc ch ct li: to ra v mang n cho cc khch hng, ng nghip, i tc v c ng nhng gi tr khng g snh bng. 3.1.2. Hnh dung tng lai: Tr thnh nh cung cp bo him v dch v ti chnh c th gii la chn trc nht. 3.2. S mnh Our mission at AIG is to provide our customers all over the world with exceptional products and exemplary service S mnh ca AIG l cung cp cho tt c cc khch hng ca chng ti trn khp th gii nhng sn phm c bit v nhng dch v mu mc. Nhng cam kt v gi tr m AIG mang n cho cc bn hu quan: i vi nhn vin: Coi trng tt c cc ng nghip, to mt mi trng lm vic sng to, cng bng tt nht cho nhn vin .

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Cornelius Vander Starr: Ti hy vng cc bn s trung thc, lm vic chm ch, v coi cng ty nh ti sn ring ca chnh mnh i vi cc c ng: Lm tng gi tr cho cc c ng bng cch p ng nhng sn phm v dch v tt nht cho khch hng. AIG nhn nh rng: Cc c ng tin tng gi gm ti sn ca h cho chng ta. AIG s bo v cc ti sn ny bng vic hnh ng lim chnh trong tt c cc hot ng kinh doanh ca AIG. Cc hot ng lim chnh ny th hin thng qua vic AIG s cung cp cho cc c ng cc bo co ti chnh, h s kinh doanh chnh xc v lu tr tt c cc ti liu lin quan n mi hot ng kinh doanh ca AIG. i vi khch hng: Cung cp dch v cht lng chuyn nghip, p ng tt c nhng mong i ca khch hng. Cornelius Vander Starr: Cng vic ca chng ta l g? N khng c g hn mt s bo m, mt mu giy. Tt c l v con ngi. V chng ta quan tm ti con ngi ca chng ta i vi x hi: ng gp vo s pht trin mt cng ng phn vinh, bn vng v lu di. Thng qua cc hot ng kinh doanh bn vng, AIG ng gp tch cc cho x hi v mi trng. Lnh vc bo him mi trng ca AIG dn u trong vic cung cp cc gii php khuyn khch mt mi trng sch v an ton hn. Cc n v bo him ca AIG c kinh nghim lu nm trong vic gip khch hng phc hi t nhng thm ha t nhin. Qua nhiu nm, cc cng ty ca AIG u t vo vic pht trin ngun vn xanh u t vo cc d n v cng ngh mang li li ch cho mi trng. Vic u t vo cc quc gia trn khp th gii ni AIG c hot ng kinh doanh l chin lc ct li mang li li ch cho cc nn kinh t a phng v l chin lc c truyn thng lu i ti AIG.

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PHN II: PHN TCH MI TRNG BN NGOI

1. MI TRNG V M 1.1 . Mi trng kinh t Trc nhng khng hong nghim trng ca nn kinh t th gii , nn kinh t Vit Nam cng b nh hng rt nhiu.V d bo nm 2009 s l 1 nm thch thc i vi nn kinh t Vit Nam. V tng trng kinh t Theo d bo ca The Economist, tng trng kinh t Vit Nam nm nay ch t 0,3%. Gi tr xut khu s gim 31%, trong gim t nhp khu du l 52%, may mc gim 32% v hng in t gim 34%. u t trc tip nc ngoi s gim 70%. Ngnh ngn hng v th trng tn dng s kh khn. Cc doanh nghip kh vay v ngn hng ngi ri ro. Gi bt ng sn gim, nh hng ti lng tin ca nh u t v nhn dn. T l mt vic c d on ln ti 8,2% trong nm nay (nm 2008 l 4,7%). Nguyn nhn tht nghip cao ch yu do s suy gim trong lnh vc xut khu. Cng vi nh hng ca tnh hnh lm pht cao nm ngoi, tht nghip ln s nh hng ti tiu dng ca Vit Nam. Theo nghin cu ca t chc ny, Vit Nam nm trong s rt t cc nc tng trng dng khu vc, cng vi Indonesia, n v Trung Quc. Trong khi cc nn kinh t Singapore, i Loan, Hn Quc, Nht Bn, Thi Lan, Malaysia v Philippines u tng trng m. V t l lm pht

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Theo thng tin mi nht ca B K hoch v u t, lm pht thng 2 l 1,17%; tnh chung hai thng l 1,49%; so vi cng k nm trc, thng 2 l 14,78%, bnh qun hai thng l 16,13%. Nh vy, din bin lm pht c mt s im ng lu : Th nht l lm pht c xu hng cao ln qua thng 2. Sau khi gim 3 thng lin, thng 1.2009 tng thp (0,32%), thng 2 cao ln. Nu so vi cng k nm trc, th thng 2 v bnh qun 2 thng u nm nay lm pht vn cn rt cao. Din bin ny do tc ng ca nhiu yu t. Nhu cu tiu dng trong dp Tt thng cao hn cc dp khc trong nm. Thng 1.2009 l thng u tin sau 3 nm xut hin hin tng xut siu (vi trn 400 triu USD), trong khi thng trc nhp siu trn 400 triu USD, tng ng vi khong 14 nghn t ng (cha k gim do tng trng thp hn). Chnh sch tin t c ni lng t vi ba thng trc, lm cho tn dng thng 1.2009 tng sau nhiu thng gim, trong khi huy ng li gim sau nhiu thng tng. Th hai l mc lm pht ca thng 2 cng nh 2 thng u nm nay thp hn thng 2 cng nh 2 thng cng k cc nm trc. Lm pht thng 2 nm nay thp th hai trong nhiu nm qua (ch cao hn lm pht 0,4% ca thng 2 nm 2001, cn thp xa so vi mc lm pht 3,56% ca thng 2 nm trc v cng thp hn mc bnh qun 2,9% ca thng 2 trong 19 nm trc). y l kt qu ca nhiu yu t tc ng. Gi c th gii gim mnh. Tiu th trong nc tng thp, vi tc tng ch bng mt na tc tng ca cng k nm trc. Th ba l tc tng gi ca cc nhm hng ha, dch v cao thp khc nhau. Gi hng n v dch v n ung tng cao nht (tng 1,67%); trong n ung ngoi gia nh tng 2,63%; gi nh v vt liu xy dng tng 1,59%.D on lm pht trong thi gian ti da trn hai nhm yu t: nhm yu t lm gim v nhm yu t lm tng lm pht.

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Yu t quan trng trong nhm yu t lm gim lm pht l tiu th c trong nc v xut khu. Tiu th trong nc gim do cng n vic lm gp kh khn, sc mua c kh nng thanh ton ca dn c thp, ngi tiu dng vn tip tc "tht lng buc bng". Xut khu gp kh khn c v th trng, c v gi c, c v thanh ton ca cc n v nhp khu nc ngoi, c v ngun hng trong nc. Nhu cu tiu dng sau Tt Nguyn n thng thp hn. Nhm yu t lm tng lm pht bao gm nhiu yu t quc t v trong nc. Do cc nc trn th gii a ra gi kch thch kinh t vi s tin khng l, cng vi vic lin tc h li sut hin mc rt thp, s lm cho lng tin trong lu thng tng mnh, to ra kh nng lm pht tr li khi tng trng kinh t c du hiu phc hi. trong nc cng c nhiu yu t lm tng lm pht. Tng cho vay, trong khi huy ng gim. Vic thc hin l trnh gi th trng i vi nhiu loi sn phm hng ha v dch v l u vo ca nn kinh t (nh in, nc...) s lm tng chi ph... V t gi hi o: Cuc khng hong ti chnh ton cu dng nh bt u ly lan sang th trng ngoi hi v bc l nhng tc ng u tin: T gi hi oi ca ng USD v mt s ng ngoi t khc tng ln so vi ng euro. T gi gia ng Yn Nht v ng USD cng ri xung mc thp trong vng 3 thng tr li y. ng NDT ca Trung Quc vn chng t c s n nh, vng chc ca mnh. Theo s liu thng k ca Ngn hng Trung ng Trung Quc, t gi hi oi gia ng NDT v ng USD thng dao ng trong khong 6,83 6,84 NDT/ USD. T gi hi oi gia ng Won Hn Quc v ng USD trt gim mnh
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Ngoi ra, ng Rupee ca n cng trt gim 11%. Tin t ca Thi Lan, Singapore, Indonesiacng trt gim cc mc khc nhau. V li sut: T l li sut hin nay c xu hng gim. Vo thi im hin ti, mc li sut tit kim VND ti cc ngn hng hu ht u rt thp. Li sut tit kim 3 thng ch khong 7%/nm ( 0,583 %/thng ) , 12 thng khng 7.2 % nm ( 0,6 %/ thng). 1.2. Mi trng chnh tr - php lut Hn 20 nm i mi, chng ta thu c rt nhiu thnh tu to ln v c ngha lch s. l nh h thng chnh tr vn hnh tt, y cng l yu t c bn m bo s n nh trong thi gian va qua. m bo n nh chnh tr, khng ch c tp hp c nhn dn, m bo c li ch ca nhn dn, m bo s ng thun ton x hi v on kt ton dn tc m cn phi m bo c an ninh quc gia, s ton vn ch quyn v lnh th ca quc gia. Bt k h thng chnh tr no mun c n nh pht trin u phi t c iu . H thng chnh tr ca chng ta huy ng c sc mnh ca ton x hi, pht huy ni lc, tn dng ngoi lc to ra th v lc mi c iu kin m bo ha bnh, n nh trong nc, quan h tt vi cc nc lng ging v cc nc trn th gii. l iu kin c bn gi c an ninh chnh tr, an sinh cng dn v ton vn ch quyn, lnh th quc gia. V y cng l mi trng thun li cho nn kinh t nc ta pht trin. Vit Nam gia nhp t chc thng mi th gii WTO vo thng 11/2006, y chnh l c hi tt nht pht trin nn kinh t Vit Nam. Nn chnh tr n nh l th trng tt cho cc nh u t nc ngoi vo VN kinh doanh. Bn cnh , nh nc ta a ra nhiu chnh sch thng mi quc t ha, m ca ha nhp nn kinh t VN vo nn kinh t th gii.Do chnh sch pht trin
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thng mi ca Vit Nam cng c nhiu s thay i nhm hi nhp ngy cng su hn vo nn kinh t th gii to nn tng kinh t Vit Nam pht trin bn vng trong tng lai. Ph hp vi c ch kinh t th trng v cam kt quc t: Vit Nam cam kt s min gim thu xut, nhp khu trn c s khng phn bit i x v s khng gn vic min gim thu vi yu cu v xut khu hay ni a ha. Vit Nam cam kt gim mc thu nhp khu bnh qun t 17,4% xung cn 13,4 % trong 5 n 7 nm ti. Trong mc thu nhp khu nng sn gim t 23,4% xung cn 20,9%, mc thu nhp khu hng cng nghip gim t 16,8% xung cn 12,6%. Bn cnh Vit Nam cng cam kt tham gia mt s hip nh t do ha theo ngnh nh cng ngh thng tin, dt may, thit b y t vi thi gian gim thu l t 3 n 5 nm. Tuy nhin Vit Nam vn bo lu hn ngch thu quan vi ng, trng, gia cm, thuc l v mui. i vi 4 mt hng ny mc thu hin hnh l ( trng 40%, ng th 25%, ng tinh 40%, l thuc l 30%, mui 30%). Cc hng ro phi thu quan: Theo nh hng ca chnh sch thng mi ca Vit Nam th cc hng ro phi thu quan s dn c loi b nh quota hn ngch, giy php. Tuy nhin Vit Nam vn duy tr danh mc mt s mt hng cm xut nhp khu v mt s mt hng hn ch xut nhp khu. Cc hng ro k thut: Vit Nam s tip tc p dng cc hng ro k thut ph hp vi quy nh ca WTO nhm bo v cuc sng ca con ngi, ng thc vt, sc khe cng ng v mi trng. Trong Vit Nam nhn mnh vo cc quy nh v cht lng, v sinh an ton thc phm, bo v sinh thi, bo v mi trng v a dng sinh hc. Ngoi ra Vit Nam cn tip tc p dng cac quy nh nhm bo v an ninh quc gia cng nh chng gian ln thng mi ph hp vi quy nh WTO v cc Cng c quc t.

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Mc d vy cc hng ro k thut ca Vit Nam khng nh hng hay bp mo thng mi v c p dng ph hp vi ph hp vi cc quy nh quc t v mi trng v Vit Nam tham gia. Cc quy nh ca Vit Nam khng nhm mc ch hn ch nhp khu tri vi quy nh ca WTO. Ngoi ra, chnh ph ta cng ban hnh nhiu lut v thu, chng c quyn , lut cnh tranh nhm iu tit nn kinh t. 1.3. Mi trng vn ha x hi Vn ha Vit Nam l mt s pha trn ca nhiu nn vn ha khc nhau. l, nn vn ha c xa cng vi vn ha bn x ca ngi Vit, nh hng ln ca nn vn ha Trung Hoa , nh hng mt phn ca vn ha n , Chm, v sau ny l nhng nh hng khng nh ca nn vn ha cc nc phng ty (Php, Nga, M). Cc phong tc nng nghip v cc truyn thng lu i vn gi mt vai tr quan trng trong i sng ca ngi Vit Nam. c bit ngi Vit Nam c vn ha tit kim trong chi tiu. V vy, to iu kin cho ngnh bo him Vit Nam pht trin. 1.4. Mi trng nhn khu hc Vit Nam hin c dn s ng th 2 khu vc ng Nam v th 13 th gii. Theo c tnh nm 2008 th dn s Vit Nam l trn 86 triu dn, trong : Di 14 tui: Chim 29,4% 15-64 tui: chim 65% Trn 65 tui: chim 5,6% Vit Nam c ngun lao ng tr, di do nhng trnh lao ng c tay ngh chim t l thp. V vy, o to ngun nhn lc c k nng, tay ngh cao ang l vn ng quan tm Vit nam trong thi gian gn y.
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Hin nay, Vit Nam c khong 20% dn s sinh sng cc vng th nhng c n 80 % dn s sinh sng vng nng thn v min ni. Tuy nhin, trong tng lai, vi tc th ha v hon cnh t nc hi nhp WTO th cc th mi s mc ln, vng nng thn s c thu hp , ko theo l i sng nhn dn khng ngng tng cao. V vy, cc vn v an ton s c quan tm hn. 1.5. Mi trng cng ngh Trc s cnh tranh gay gt trn th trng bo him trong bi cnh hi nhp kinh t quc t hin nay, yu cu hnh thnh sn phm ring bit ang l mc tiu c nhiu cng ty bo him theo ui v cha kha trin khai k hoch ny l cc gii php v cng ngh thng tin (CNTT), trong phn mm ng vai tr ch o. Vit Nam ang pht trin nhanh v giao dch in t trong lnh vc ti chnh - bo him, nhng vic ng dng CNTT trong lnh vc ny cn thp so vi cc quc gia khc trong khu vc. Trong , ng dng CNTT trong ngnh bo him cn tt hu so vi nhiu lnh vc khc v so vi nn kinh t Vit Nam ni chung. Mc d nhn thc v u t CNTT cho hot ng bo him c nng cao, song u t cho lnh vc ny vn cha tha ng. Thch thc t ra i vi cc cng ty bo him l yu cu to ra s khc bit bng vic pht trin cc sn phm v dch v mi nhm pht trin thm cc phn on th trng v thu ht thm cc nhm khch hng, gia tng hiu qu qun l mng li i l, gim thiu chi ph... Ni cch khc, vic y mnh ng dng phn mm trong qun l s gip cng ty bo him qun l hot ng kinh doanh hiu qu hn, dnh nhiu thi gian hn cho vic u t pht trin sn phm mi. Trong mi trng cnh tranh, ngoi vic a ra nhng sn phm, dch v mi, cc cng ty bo him cn cn ch n vic nng cao s hi lng ca khch hng. Ni cch khc, thng tin theo yu cu l tm im ca kin trc
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hng dch v. Cc gii php thng tin theo yu cu kt ni trc tip n hu ht cc nhn t tc ng ti hot ng ca cng ty bo him, bao gm bo him t ng, qun l d liu, phn ng v gii quyt thm ha; kim sot doanh nghip t ng; tch hp v thay th cc h thng c; an ninh, bo mt... Thch thc ln i vi ngnh bo him Vit Nam hin nay l, trnh CNTT gia cc DN cha ng u v nng lc ca i ng nhn lc cn hn ch. Theo cc chuyn gia, do quy m v tnh cht hot ng ca cc doanh nghip bo him khc nhau, nn mi doanh nghip cn c phng thc t chc mng li ring ca mnh. Do vy, mc s dng vn u t v trang b k thut cng rt khc nhau. C doanh nghip u t theo hng tp trung, c doanh nghip u t theo hng phn tn. Cng ngh cng c p dng rt khc nhau: nhiu doanh nghip p dng cng ngh hin i, nhng nhiu doanh nghip khc li ang dng cc sn phm phn mm lc hu... Nh vy, c th cnh tranh v kinh doanh trong mi trng bnh ng, cc doanh nghip bo him buc phi c l trnh u t cng ngh hp l. 2. MI TRNG TON CU Nm 2008 l nm c th gii din ra nhiu bin ng ln: Khng hong ti chnh ton cu y l vn xuyn sut, trng tm ca kinh t th gii nm 2008. S v dy chuyn trong ngnh ti chnh M thi k nh im gia thng 9/2008 lan qua i Ty Dng, ti chu u, v gy ra nhng cn d chn chu . Sau ni hong s ca c th gii l trng thi ng bng tn dng gn nh trn phm vi ton cu. Ba nn kinh t ln nht th gii ng lot suy thoi ln u tin k t i chin Th gii th hai, kinh t ton cu gim tc mnh Cuc khng hong ti chnh ti t nht t i khng hong 1929 ti nay y ng lot c ba nn kinh t ln nht th gii l M, Nht Bn v khu vc s
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dng ng tin chung chu u (Eurozone) vo suy thoi. Qu Tin t Quc t (IMF) d bo cc nn kinh t pht trin trn th gii s tng trng m 0,3% trong c nm 2009, trong d kin tng trng ti M s l m 0,7%, tng trng ti Nht Bn l m 0,2%, tng trng ti Eurozone l m 0,5%. S v hng lot ca cc ngn hng L tm im ca khng hong, nc M l ni din ra nhiu v v nht trong ngnh ti chnh - ngn hng.Trc ht, phi k ti s bin mt ca m hnh ngn hng u t c lp (investment bank) ca Ph Wall. K n l hng lot v gii th trong lnh vc ngn hng thng mi ca M. Nm ca cc k hoch gii cu v kch thch kinh t Ti M, Chnh ph nc ny nm qua phi tip qun hai tp on ti chnh nh t khng l l cp sinh i Fannie Mae v Freddie Mac, hng bo him AIG, v ngn hng Citigroup. Ti chu u, nhiu ngn hng ln b quc hu ha mt phn hoc ton b nh Northern Rock v Bradford & Bingley ca Anh, Fortis v Dexia ca B, Hypo Real Estate ca c; Kaupthing, Landsbanki v Glitnir ca Iceland Bn kia b i Ty Dng, sau nhiu tranh ci, cc nc s dng chung ng Euro cng i ti mt k hoch gii cu tp th cho ngnh ngn hng; nc Anh cng tung ra mt gi gii cu tr gi 85 t USD cho h thng ti chnh ca mnh. Cng vi , th gii cng chng kin s ra i ca nhng k hoch kch thch kinh t ln cha tng c. M mn l gi kch thch kinh t thng qua hot ng hon thu cho ngi dn v doanh nghip tr gi hn 150 t USD ca M. Tng thng c c Barack Obama ca M hin ang c nh a ra mt gi kch thch kinh t na, vi tr gi c th ln ti hn 1.000 t USD. Trung Quc cng tung ra gi kch thch kinh t tr gi 586 t USD. Gn y nht, hm 12/12, Nht Bn cng b k hoch kch thch kinh t tr gi
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255 t USD. Cng thi im, EU cng a ra mt k hoch tng t tr gi khong 267 t USD. Ni lo lm pht chuyn sang ni lo gim pht, i ngho gia tng trn ton th gii na u nm nay, trong bi cnh th trng du th lin tip lp k lc v thiu cht na chinh phc mc 150 USD/thng, lm pht l ni lo canh cnh ca c th gii. Tuy nhin, cng v cui nm, ni lo ny cng gim bt cng vi s i xung nhanh cha tng c ca gi nhin liu. Mc d vy, th gii li phi ng u vi mt mi e da mi l gim pht - mt vn ng ngi khng km g lm pht. S i hng trong chnh sch tin t ca cc nc, xut hin nhng mc li sut thp cha tng c trong lch s Vi chui ct gim li sut 10 ln k t thng 9/2007 ti nay, FED a li sut ng USD t mc 5,25% v khong thp cha tng c trong lch s 0 0,25%. ECB, ngn hng trung ng vi mc tiu s mt l chng lm pht, cng phi gim mnh li sut ng Euro v mc 2,5% sau khi khng hong tn cng mnh vo chu u. Nht Bn ln u tin h li sut trong 7 nm tr li y, a li sut ng Yn v mc 0,3%. Trung Quc cng lin tc ct gim li sut ng Nhn dn t. Thy S tr thnh quc gia u tin ti chu u hin nay c mc li sut di 1% khi mi y a li sut ng Franc ca mnh v 0,5%... ng ch , cc quc gia khng ch tin hnh ct gim li sut ring l, m cn thc hin nhng t phi hp ct gim li sut ton cu, m m u l t ct gim li sut hm 8/10 do FED, ECB v Ngn hng Trung ng Anh (BoE) dn u trong bi cnh din bin khng hong cng thng. Th trng hng ha t nh v tt dc

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Nm 2008 chng kin nh cao v s thoi tro ca hot ng u c trn th trng hng ho. Ch s gi Reuters/Jefferies CRB Index ca 19 loi hng ha, trong c vng v du th, gim mt 38% tnh t u nm ti ngy 18/12 Nm chao o ca th trng chng khon ton cu Khng hong ti chnh, ko theo s v v nguy c v ca nhiu tp on ln trong ngnh ny, cng vi s suy thoi ca kinh t ton cu, khin th trng chng khon th gii lin tc rung chuyn trong nm 2008. Cng theo s liu ca Bloomberg, tnh ti ngy 19/12 ny, th trng chng khon th gii st gim 46% gi tr so vi hi u nm, cn 32.000 t USD. Ring ti th trng M, tnh ti ngy 17/12, ch s Dow Jones gim 33,47%, ch s S&P 500 gim 38,4%, cn ch s Nasdaq gim 40,45%. Bu c tng thng M, c th gii t hy vng vo chnh sch kinh t ca ng Barack Obama. Nhng v scandal ti chnh v doanh nghip ln Ngy 11/12, c th gii chn ng khi cc nh chc trch M bt gi cu Ch tch Th trng Chng khon Nasdaq M, ng thi l mt nh giao dch chng khon huyn thoi ca nc ny, ng Bernard Madoff. Ngoi ra , Ch tch tp on Samsung ca Hn Quc, ng Lee Kun Hee v doanh nhn quyn lc nht nc ny phi t chc v b buc ti trn thu. 3. MI TRNG NGNH V CNH TRANH

3.1. M hnh nm lc lng cnh tranh: 3.1.1. i th cnh tranh tim tng: S cnh tranh gia cc t chc ti chnh (nh ngn hng, chng khon v cc t chc ti chnh) v cc doanh nghip bo him nhn th trong vic thu ht tin vn nhn ri trong dn chng ngy cng gay gt.
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Cc ngn hng a ra nhng sn phm c tnh cnh tranh cao i vi cc sn phm bo him nh tit kim gi nh k, tit kim li sut bc thang, tit kim vi thi hn di km theo cc hnh thc khuyn mi nh tng bo him, rt thm trng thng v nhiu u i lin quan khc. Mt khc, cc ngn hng cng thch thnh lp cng ty bo him nhn th huy ng vn ti tr cho cc d n trung v di hn Theo nh gi chung, s cnh tranh ca cc t chc ti chnh l mt trong nhng nguyn nhn chnh gy ra s suy gim ca th trng bo him nhn th trong giai on 2004-2006. Ro cn nhp cuc: Khi mt doanh nghip mun tham gia vo mt ngnh mi th h c th gp phi cc ro cn nhp cuc nh: s trung thnh nhn hiu, li th chi ph tuyt i, tnh kinh t theo qui m, qui nh ca chnh ph v s tr a. i vi ngnh bo him nhn th Vit Nam th khi mt doanh nghip mun tham gia vo ngnh h s gp cc kh khn: S trung thnh nhn hiu: Do c th ngnh bo him l mt ngnh hng th ng nn cc khch hng c xu hng a thch nhng cng ty ni ting trn th trng hin ti Chi ph chuyn i: Phi c chuyn gia tnh ph bo him. Vit Nam hin nay cha o to c ngnh ny. tr thnh chuyn gia tnh ph, mi c nhn phi qua o to t 10 n 15 nm, 5 nm hc c nhn bo him v khong 10 nm na o to nc ngoi. V Vit Nam, h phi thuyt trnh chuyn mn trc B Ti chnh, nu t yu cu mi c cng nhn. Qui nh ca chnh ph:

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Lut php i vi lnh vc bo him ca Vit Nam cn cha hon thin v vn cn c nhng hn ch php l i vi vic a dng ha lnh vc u t ca cc cng ty bo him. V d, theo quy nh hin hnh, cc cng ty bo him ch c th u t vo tri phiu chnh ph v tin gi ngn hng S tr a: Khi tham gia vo ngnh, doanh nghip s phi chu nhng sng gi ca s cnh tranh gay gt v ton din trn tt c cc mt: sn phm, knh phn phi, u t, qung coDoanh nghip s phi vo trong tnh th mt mnh mt ch. 3.1.2. Cnh tranh gia cc i th trong ngnh: Cu trc cnh tranh: Ngnh bo him nhn th Vit Nam l mt ngnh tp trung, b ln t bi mt s cng ty ln. Trong nm 2008 khi doanh nghip bo him nhn th t doanh thu 10.334 t ng. V c 11 cng ty bo him kinh doanh trong lnh vc bo him nhn th, trong c Top 5 doanh nghip bo him c doanh thu cao l: Cng ty Prudential Bo vit Manulife AIG Dai-ichi Doanh Thu 4.270 t ng 3.425 t ng 1.072 t ng 634 t ng 585 t ng Phn trm doanh s 41,32 % 33,14 % 10,37 % 6,14 % 5,66 % V tr 1 2 3 4 5

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S xut hin cng lc nhiu doanh nghip kinh doanh bo him lm cho hot ng cnh tranh trong lnh vc kinh doanh bo him ngy cng gay gt v khc lit hn. Cc iu kin nhu cu: Hin cc cng ty mi ch bn khong 5 triu hp ng chnh trong mt th trng c n 86 triu dn. V vy cc sn phm bo him thch hp s thu ht nhiu ngi mua trong nm 2009 khi m li sut ngy cng gim. Mc d s lng ngi tht nghip tng ln, thin tai c th nh hng n ma mng ca nng dn, nhng theo d bo ngnh bo him nhn th s tip tc tng trng 20% hoc cao hn. Chnh v c s tng trng v nhu cu nh vy tc ng n mc ganh ua gia cc cng ty trong ngnh khng qu mnh m. Ro cn ri ngnh: khng cao Hot ng kinh doanh bo him c thc hin thng qua vic doanh nghip bo him tin hnh thu ph bo him ca ngi mua bo him lp qu bo him v tin hnh chi tr cho nhng trng hp thuc trch nhim bo him. Chnh v tnh c th ca hot ng kinh doanh bo him l to lp qu bo him t ph bo him v s dng qu bo him ny tin hnh chi tr, nn vn ng vai tr rt quan trng. V v y l mt ngnh dch v nn c cc chi ph ri ngnh nh: u t khng th o ngc, chi ph c nh, Cm xc gn b vi ngnh, S ph thuc kinh t vi ngnh rt thp 3.1.3. Nng lc thng lng ca ngi mua: i vi ngnh bo him nhn th, thng thng ngi mua c nng lc thng lng trung bnh v cc l do sau:

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Cc khch hng thng mua bo him vi s lng t, h thng mua cho bn thn ,cho gia nh... Khch hng thng trung thnh vi mt nh cung cp bo him nn dn n hn ch kh nng thng lng. Khch hng c kh nng la chn gia cc nh cung cp, iu ny to ra mt nng lc thng lng ca ngi mua. 3.1.4. Nng lc thng lng ca nh cung cp: Trong ngnh bo him nng lc thng lng ca nh cung cp kh cao. Ta c th thy rng nhng nh cung cp thng l cc t chc ti chnh nh cc ngn hng nn h c kh nng gy p lc mnh m. Chng hn nh cc d tr lin bang M (FED) ang e do s khng cung cp vn cho Tp on AIG ti M v cng ty ny ph sn. Bn cnh , nhng ngn hng ny l i th cnh tranh tim tng i vi ngnh bo him mt khi h c th e do hi nhp xui chiu v pha ngnh v cnh tranh trc tip vi cng ty. 3.1.5. Sn phm thay th: Bo him nhn th l mt sn phm bo him va c tnh bo v, phng nga ri ro, va c tnh tit kim v u t. Nu nh c ri ro xy ra th tnh cht bo him ca bo him nhn th s pht huy tnh nng ca mnh. S l bn ng hnh nhm gim thiu ti a nhng tn tht ti chnh c th gy ra cho cc ch th tham gia hp ng bo him. Cn nu nh may mn, khng c ri ro xy ra th chnh l khon tin tit kim, u t ca ngi tham gia. Chng khon: Hin nay th trng chng khon khng hp dn ngi dn, nn h khng mn m vi chng khon m chuyn sang mua bo him. Nhng khi chng khon tin trin tt th chc chn s c mt s i tng chuyn t bo him sang mua chng khon
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Gi tin ngn hng: Khi li sut huy ng tin tit kim ca cc ngn hng tng cao th vic ngi dn gim bt s quan tm n cc sn phm bo him cng l iu d hiu. Lc ny, vic duy tr cc hp ng c kh, vic k mt hp ng mi cng kh hn. Nhng ngc li, khi li sut ca cc ngn hng st gim, tin s chy vo bo him nhn th v ngi ta xem y nh mt khon u t an ton 3.2. Chu k sng ca ngnh
Nhu cu

Ti t Pht sinh Tng trng chc

Bo ho

Suy thoi

Thi gian

Ngnh bo him nhn th ang giai on tng trng mnh: Nm 2007, doanh thu bo him nhn th t 9.397 t ng, tng 12% so vi nm 2006 Nm 2008, c nhiu bin ng v kinh t nhng doanh thu vn t 10.334 t ng. Ngnh bo him nhn th vit nam vn tng trng khong 20 % v khai thc mi, Th trng bo him nhn th Vit Nam cn nhiu tim nng. Vi dn s ng hng th 13 trn th gii, c cu dn s tr; t trng ngi dn tham gia bo him nhn th mi ch chim 4,5% dn s ( khong 5 triu hp ng
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chnh); kinh t t mc tng trng n nh; c bit l s quan tm ca Chnh ph i vi th trng bo him nhn th Vit Nam thng qua vic to mi trng php l, mi trng kinh doanh thun li, thc thi chnh sch hi nhp C th khng nh rng: trong thi gian ti ngnh bo him nhn th s c c hi pht trin tt. Do c hi tng trng ca ngnh ny vn ang mc cao. 3.3. ng thi ca i th: ng trc tnh hnh khng hong ca nn kinh t th gii v s sp ca Tp on AIG ti M, Prudential nm bt thi c c k hoch mua li hoc sp nhp vi cc cng ty bo him chu , nhm m rng th trng ti chu lc ny. Ti Vit Nam, Prudential l tp on bo him chim doanh s cao nht trong top 5 tp on. AIG ti Vit Nam ch ng v tr s 4, Prudential chnh l i th cnh tranh trc tip v mnh ca AIG. Prudential cng c cho l ang c ng thi lin quan n v bn ti sn ca tp on bo him M AIG ti chu - khu vc hin chim ti hn 50 percent; li nhun kinh doanh ca Prudential. Tp on ny cng ang c nhng lin doanh rt "bo b" vi cc i tc ln ti Trung Quc v n , ng thi nm gi v tr hng u trong lnh vc bo him ti nhng th trng nh Vit Nam. Cc tp on bo him ti chu ang c bo ng v mt lot hot ng sp nhp v mua li ti khu vc ny. Kinh t i xung khin nhng cng ty bo him hot ng yu km s b loi khi cc th trng trong nc trong bi cnh u t thua l, ngy cng phi tp trung vo vic ct gim chi ph v qun l ri ro. Theo d bo ca cng ty t vn hng u th gii McKinsey, chu s to ra ti 40 percent; tng trng trong lnh vc bo him nhn th ton cu trong 5 nm ti. ng lc dn n s tng trng ny c cho l do tng lp trung lu

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ti Trung Quc v n ang tng ln, chim ti 70 percent; tng trng khu vc trong lnh vc bo him nhn th. Cng ty McKinsey cng d bo n nm 2012, tng s tin mua bo him ti chu c th ln ti 750 - 950 t USD, so vi mc 632 t USD trong nm 2007. Th phn ca cc nh bo him "ngoi" s ln ti 30 35 percent; th trng bo him ti chu , so vi t l 25 percent; trong nm 2007. 3.4. Nhn t then cht cho thnh cng ca ngnh: xc nh nhn t then cht cho thnh cng ca ngnh chng ta cn tr li cc cu hi: Th nht: iu g khin khch hng la chn gia cc nhn hiu ca ngi bn? T ngy 28/08/2008 n ngy 11/02/2009 trn website

www.webbaohiem.net c cuc kho st v vic "Quyt dnh la chn nh bo him" ca khch hng. Ni dung kho st thm d "V sao bn quyt nh la chn nh bo him", cc tiu ch a ra bn c bnh chn l: vi dch v tt, nhn vin chuyn nghip, do quen bit, hoa hng cao, mng li rng v gi r. V kt qu thu c nh sau: Tiu ch Dch v tt Nhn vin chuyn nghip Do quen bit Hoa hng cao Mng li rng Phn trm 54,5 % 15,1% 12,1 % 11,7% 4,2 %

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Gi r

2,5 %

Kt qu cho thy xu hng khch hng quan tm n cht lng dch v l u tin v cui cng khi la chn nh bo him. iu li khng nh li mt ln na, cht lng dch v chnh l nhn t quyt nh s pht trin bn vng ca tng doanh nghip bo him ni ring v ton ngnh dch v bo him ni chung. S chuyn nghip ca nhn vin cung cp bo him cng c khch hng nh gi cao. Bo him l sn phm v hnh, nn khi cho bn sn phm, s chuyn nghip ca nhn vin cng chnh l bc khi u gy dng lng tin ca khch hng. Th hai: Mi ngi bn phi lm g thnh cng, cc kh nng v ngun lc no cn phi c? Cc cng ty bo him phi lun hng n khch hng ca mnh, k c nhng khch hng tim nng vi cht lng dch v khng ngng c nng cao v a dng ho cc sn phm ca mnh nhm phc v cc nhu cu khc nhau ca khch hng. Mt khc, do c th ca ngnh, nhn vin t vn bo him chnh l cu ni chnh gia khch hng v cng ty, l ngi u tin t mi quan h vi khch hng, truyn t v u vit ca sn phm, pht trin mi quan h thnh cc hp ng v cng chnh l ngi nui dng mi quan h lu di. Th nn, vai tr ca nhn vin t vn bo him phi lun c xem trng trong mi cng ty bo him. Th ba: Nhng ngi bn phi lm g to li th cnh tranh bn vng? Vi AIG li th cnh tranh bn vng chnh l ch s ti chnh t AA++ v nng lc thanh ton bo him. AIG c h thng mng li ton cu v phng chng tn tht v gii quyt bi thng. l nhng li th cnh tranh nht. Bn cnh , u th v kinh nghim v h thng ton cu ca AIG cng to ra li th cnh tranh
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Mt yu t na em li li th cnh tranh ca AIG vi cc cng ty bo him khc chnh l yu t con ngi. 3.5. Tnh cnh tranh v hp dn ca ngnh: Theo nh gi mi nht, th trng bo him hin nay c xu hng pht trin tch cc. Cuc khng hong ti chnh ton cu d bo ngnh BH phi i mt vi nhiu kh khn trong nm 2009. Song y cng l c hi ngnh BH m rng th trng. Bi khi khng hong ti chnh xy ra, li sut lin tc gim, ngi dn s tm n BH nh mt s bo ton chc chn. Thng k cho thy, th trng BH hin rt giu tim nng bi hin ti mi ch c 5% ngi dn c hp ng BH nhn th. Theo nhn nh ca ng Jamie Rains, Tng Gim c AIG Life Vietnam, cuc khng hong ti chnh ang din ra v mc li sut khng n nh s khin mi ngi tm kim s bo m chc chn. y l c hi ngnh BH khng nh vai tr ca mnh khi em n s bo v v an ton ti chnh. Song thch thc vi cc doanh nghip BH l phi a dng ha sn phm v p ng tt hn nhu cu BH ca khch hang WTO s to s cnh tranh mnh m v si ng hn cho th trng bo him trong nm 2009. Nh vy, s c nhiu thch thc hn cho cc cng ty bo him trong qu trnh tng cng v th cnh tranh. Nng cao cht lng dch v khch hng, cung cp cc sn phm ton din nhm p ng ng nhu cu ca khch hng v xy dng thm knh phn phi s c cc cng ty bo him ch trng.

PHN III: PHN TCH MI TRNG BN TRONG

1. 1.1. PHN TCH SWOT im mnh v im yu

1.1.1. im mnh Danh ting

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AIG Life c tha hng danh ting ca tp on ti chnh ton cu, y l mt iu ht sc thun li khi tin hnh kinh doanh Vit Nam. AIG c bit n nhiu hn k t khi AIG l nh ti tr chnh thc cho i bng Manchester United, hu ht ngi dn Vit Nam u rt am m bng v MU chnh l i bng m c ng vin Vit dnh nhiu tnh cm c bit. Chnh iu ny lm cho hnh nh AIG tn ng trong tm tr ca ngi dn Vit nhiu hn.V n cng tr nn quen thuc v nhn c s cho n c bit Vit Nam. AIG Life c trao tng 03 gii thng Rng Vng cho phong cch kinh doanh chuyn nghip v cht lng dch v cao nm 2001, 2002 v 2007. Nm 2006 v 2008, AIG Life c ngi tiu dng Vit Nam bnh chn l thng hiu ni ting. Kinh nghim ton cu AIG bt u thnh lp v pht trin cch y rt nhiu nm, t nm 1919, l tp on bo him v ti chnh hng u th gii, bao gm nhiu cng ty con hot ng trn 130 quc gia v vng lnh th vi 74 triu khch hng trn ton th gii. Nn AIG c b dy lch s kinh nghim kinh doanh trn ton cu. i ng nhn vin Ring, Ti AIG Life c i ng nhn vin nng ng gm 400 nhn vin, y nhit huyt, d dng thch nghi vi mi trng, lun tm ti sng to v c b dy kinh nghim trong lnh vc bo him. y chnh l ngun lc ct li AIG pht trin mnh m ti Vit Nam. Maurice Hank Greenberg - V tng qun ti ba ca AIG Quyt nh b li sau lng chic o lnh vi qun hm thiu u, Maurice Hank Greenberg n vi ngnh bo him ch vi mc ch mu sinh. Nhng, sau khi t chn vo ngnh bo him, ng tr thnh tng gim c ca
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American Internatinal Group (AIG), mt tp on bo him ln nht th gii. Phng thc lnh o c o cng nhng chin lc pht trin thng minh ca Greenberg gip AIG vn di cnh tay ca mnh ra 130 quc gia trn th gii. Li nhun ca AIG cng khng ngng tng. Cn v tng gim c y tr thnh ngi c nh hng ln nht trong lng bo him M, c mnh danh l lnh t ca ngnh bo him. Ngun lc ti chnh AIG Life c mt ngun lc ln v ti chnh, gip h c th m rng h thng sn phm v lnh vc kinh doanh cng nh chi tr cho khch hng. iu ny to nim tin ln cho khch hng. Hin ti, mc d mi trng ang gp kh khn nhng AIG Life tip tc tng trng v c li nhun, kh nng thanh ton ca AIG Life Vit Nam l 267% so vi mc yu cu, li sut u t l 9,64 % nm. Nh vy, AIG Life hon ton bo m kh nng thanh ton c lp v nhng kh khn hin nay ca AIG Hoa K s khng gy nh hng n AIG Life. Mng li phn phi rng Mt im thun li na ca AIG Life l h c mng lui phn phi dich v hiu qu v rng khp,iu ny c c l do kinh nghim c rt t b dy lch s kinh doanh bo him trn ton cu.Vi thun li ny th AIG Life s cung ng dch v v p ng khch hng tt hn. Cng ty AIG Life c mt 23 tnh thnh trn c nc vi 9069 i l bo him, phc v gn 300.000 khch hng v chi tr quyn li bo him cho gn 4.000 khch hng vi tng s tin 40 t ng. Hin ti AIG Life l ngi i u trong lin kt vi h thng ngn hng v bu in, do hiu qu phn phi dch v bo him s ngy cng tt hn. Khi AIG Life s li ko c nhiu khch hng cng nh nhng khch hng mi mua dch v bo him.
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1.1.2. im yu Do nhng nh hng ca cuc khng hong ti chnh va qua tc ng vo tp on AIG, mt s khch hng v nh u t khng hiu r bn cht ca vn, nn dn ti vic suy gim nim tin i vi AIG Life. Trc y, di s lnh o ti gii ca Maurice Hank Greenberg, AIG pht trin rt mnh m, nhng t khi c i ng lnh o mi cng vi nhng khng hong ca nn kinh t lm cho cng ty i xung mt cch nhanh chng. V vy c th ni, ngun nhn lc ca AIG va l sc mnh ca AIG ng thi cng l im yu ca cng ty trong thi gian hin nay. 1.2. c hi v e da: Qua vic phn tch mi trng bn ngoi ti Vit Nam ta c th rt ra mt s c hi v e da nh hng i vi AIG nh sau: Ngun gc Cuc khng hong ti chnh ton cu C hi e da y cng l c hi cho ngnh bo him pht trin v khng khng hong ti D bo ngnh bo him phi i u chnh din ra, li sut lien vi rt nhiu kh khn tc gim, ngi dn s tm n bo him nh mt s bo ton chc chn. Vo nm 2009, d bo tng trng kinh t Vit Nam s mc dng, t l lm pht , t gi hoi oi, li sut c xu hng gim u to iu kin cho ngnh bo him pht trin H thng chnh tr vn hnh tt Ngi dn c vn ha tit kim trong chi tiu, nu c nhng sn phm thch hp s thu ht them nhiu khch hng Vit nam c 86 triu dn, nhng hin nay ngnh bo
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Kinh t

Chnh x hi

tr

Vn ha x hi Nhn khu hc
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him mi ch khai thc khong nm 5 triu dn, nn c th ni: th trng bo him Vit Nam c mt tim nng to ln Mi trng cng ngh V ro cn nhp cuc: s trung thnh nhn hiu, chi ph chuyn i, qui nh i th ca chnh ph, s tr a cnh tranh tng i cao nn cng l tim tng c hi cho cc cc cng ty c mt trong ngnh pht trin i th trong ngnh Nng lc thng lng Hin ti, th trng chng khon, gi tit kim ang Sn phm xung dc, nn y khng thay th phi l mi e da ln cho ngnh Ngnh ang giai on Chu k tng trng mnh m nn sng ca y s l c hi ln cho ngnh cng ty pht trin ng thi ca i th Trnh khoa hc cng ngh cha cao, vic ng dng cng ngh trong lnh vc ti chnh bo him vn cn thp so vi cc quc gia khc trong khu vc

Cc i th cnh tranh tim tng l cc t chc ti chnh l mt nguyn nhn chnh gy ra s suy gim ca th trng bo him nhn th

y l mt ngnh tp trung .V vy, cnh tranh trong ngnh din ra rt gay gt Nng lc thng lng ca nh cung cp kh cao nn y cng l mt mi e da ln cho ngnh

Prudential ang c nhng k hoch sp nhp hoc mua li cc cng ty bo him ti Chu nn y s l mt mi e da ln

2.

PHN TCH LI TH CNH TRANH

Khm ph li th cnh tranh:

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Bn nhn t to nn li th cnh tranh l: hiu qu, cht lng, s ci tin v p ng khch hang. i vi AIG, th nhng nhn t to li th cnh tranh ni bt hn ht chnh l: Hiu qu vt tri Hot ng ca AIG lun rt hiu qu trc s khm phc ca gii phn tch v cc i th cnh tranh. T sut li nhun ca AIG lun lun thuc loi cao nht trong gii kinh doanh bo him. c bit trong lnh vc bo him nhn th, AIG t doanh thu ln, chim t l ng k trong ton b c cu kinh doanh ca tp on. Trn c s cc ngun vn huy ng c t hot ng bo him, AIG thc hin u t rt hiu qu vo nhiu lnh vc khc nhau. Ti th trng M, AIG l tp on bo him ln nht chuyn cung cp cc sn phm bo him bt buc v bo him c bit chuyn ngnh. Ring ph bo him bt buc cho t chim kh ln. p ng nhu cu khch hng AIG khng nh cc ngnh kinh doanh ca AIG bao gm bo him nhn th, phi nhn th v dch v bo him hu tr, hot ng rng khp ti chu vn tip tc hot ng bnh thng v m bo y yu cu v vn v kh nng ti chnh p ng mi ngha v vi cc khch hng. Cc sn phm bo him ca AIG Life (Vit Nam) c nghin cu v thit k ph hp vi nhu cu ca khch hng, bao gm cc dng sn phm Linh Hot, Tch lu, Gio dc v Bo v. n cui nm 2006, AIG Life (Vit Nam) phc v hn 300.000 khch hng trn c nc, ng thi chi tr quyn li bo him cho gn 4.000 khch hng vi tng s tin khong 40 t ng nh hng n nm 2010, AIG Life (Vit Nam) s tr thnh cng ty bo him nhn th c a chung trn th trng bi dch v chm sc khch hng

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chuyn nghip, sn phm phong ph p ng ti a nhu cu khch hng, ng thi duy tr mi trng lm vic tt nht cho ton th nhn vin v i l. Nng lc ct li chnh l sc mnh c o cho php AIG t hiu qu vt tri v p ng c khch hng. Hai cng c gip gip cng ty nhn din v to dng nng lc ct li chnh l: Bn tiu chun ca li th cnh tranh bn vng v phn tch chui gi tr. 2.1. Phn tch cc ngun lc: Ngun nhn lc c k nng Ti AIG, Nhn vin l ti sn quan trng nht. Nhn vin AIG lun lm vic vi lng nhit tnh, say m cao trong cng vic. Sc mnh ca AIG c xy dng da trn s cng hin ca 160.000 nhn vin trn khp th gii. V hin ti, Cng ty TNHH Bo him nhn th AIG Life (Vit Nam) cng c gn 400 nhn vin. AIG lun mang n cho nhn vin s gio dc, nhng hng dn, kinh nghim cn thit t mc tiu c nhn. AIG lun tuyn dng, v bt nhng nhn vin ti nng. Bn cnh , AIG cng lun to ra mi trng cnh tranh cho cc nhn vin, y chnh l cha kha thu ht v gi chn cc nhn ti li AIG. Phn tch cc tiu chun ca li th cnh tranh bn vng: ng gi: Nhn vin t chnh l cu ni gia khch hng vi cng ty, mang khch hng n vi cng ty, to ra mt gi tr cho cng ty Him: Nhn vin AIG c nhng kinh nghim ton cu, nhng hiu bit su rng, c o to lu nm m rt t i th c c. Kh bt chc: o to mt nhn vin T vn bo him phi tri qua mt qu trnh lu di, vi nhng kinh nghim thc tin t 10 n 15 nm. Nhng hin nay, Cc cng ty bo him Vit Nam hu ht u gp
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rt nhiu kh khn trong lnh vc ny. Bi v, h gp kh khn v vn, nn vic o to v pht trin i ng nhn vin s khng theo kp mt cng ty quc t nh AIG Khng th thay th: Con ngi l mt ti sn khng g c th thay th c, y chnh l ngun sc mnh ca AIG. Kh nng thanh ton AIG l mt t chc vng chc c tng gi tr ti sn hn 1.000 t la M v gi tr ti sn u t ng k. Nm 2008 l nm din ra nhiu khng hong kinh t nhng tng ti sn trong lnh vc bo him nhn th v dch v hu tr ca AIG vn t 489.646 triu la. Vo nm 2008, li nhun ca AIA t 1,5 t USD. ng Mark Wilson, Ch tch AIA, cho bit: Kh nng duy tr s tng trng ca chng ti trong giai on kh khn ny cho thy kh nng khi phc v s bn vng ca AIA. AIA c nng lc ti chnh rt vng mnh v lch s pht trin vt tri ti khu vc chu Thi Bnh Dng. Hin ti, mc d mi trng ang gp kh khn nhng AIG Life Vit Nam tip tc tng trng v c li nhun, kh nng thanh ton ca AIG Life Vit Nam l 267% so vi mc yu cu, li sut u t l 9,64 %/ nm. Nh vy, AIG Life Vit Nam hon ton bo m kh nng thanh ton c lp v nhng kh khn hin nay ca AIG Hoa K s khng gy nh hng n AIG Vit Nam Nhng thua l ca Tp on AIG ti M khng phi do hot ng bo him thng thng, m xut pht t nhng b phn dch v ti chnh khc. V vy c th ni mt cch trung thc rng nhng s c xy ra cho AIG lm nh hng khng ng k n mng kinh doanh bo him nhn th AIG. Gn y, Tp on ti chnh M AIG va cng b thit lp c ch c bit cho hai cng ty AIA v ALICO vo cc nh ch c bit nhm to ra cc
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c phn ph thng v c phn u i . Vic thit lp c ch c bit ni trn l mt phn k hoch ti cu trc ca AIG, c thc hin di s h tr ca B Ti chnh v Cc D tr Lin bang M (FED). Mc ch ca vic ti cu trc ny, theo AIG, nhm tng cng c cu vn ca tp on, cng nh bo v cc mng kinh doanh chnh v c cu cc mng kinh doanh ny tr thnh nhng cng ty hot ng c lp trong tng lai. Mt khc, Cc D tr Lin Bang v Cc Ngn kh c hnh ng quyt nh nhm h tr nhu cu thanh khon ca AIG v gii ta nhng lo lng v th trng ti chnh. l cung cp khon tn dng tun hon c bo m tr gi 85 t la M thi hn hai nm cho AIG Phn tch cc tiu chun ca li th cnh tranh bn vng: ng gi: Ngun ti chnh ln gip AIG hot ng n nh v m bo kh nng thanh ton, gip mang n cc khon li nhun cao cho c ng Him: Hu ht cc cng ty hin nay u gp kh khn v ti chnh, nhng ring vi AIG Life kh nng thanh ton vn t 267% Danh ting v kinh nghim ton cu AIG bt u thnh lp v pht trin cch y rt nhiu nm, l tp on bo him v ti chnh hng u th gii, bao gm nhiu cng ty con hot ng trn 130 quc gia v vng lnh th vi 74 triu khch hng trn ton th gii. AIG l cng ty bo him uy tn, c tim lc mnh v danh ting ca AIG ph bin rng khp. Thi gian qua, AIG c bit n l tp on bo him s 1 chu . Mng bo him nhn th AIA c mng li hot ng rng khp trong khu vc Chu Thi Bnh Dng vi 20 triu khch hng v mng li phn phi c hnh thnh bi 200.000 i l. c bit, Cng ty AIG Life Vit Nam c mt 23 tnh thnh trn c nc vi 9069 i l bo him, phc v gn 300.000
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khch hng v chi tr quyn li bo him cho gn 4.000 khch hng vi tng s tin 40 t ng. AIG Life (Vit Nam) c trao tng 03 gii thng Rng Vng cho phong cch kinh doanh chuyn nghip v cht lng dch v cao nm 2001, 2002 v 2007. Nm 2006 v 2008, AIG Life (Vit Nam) c ngi tiu dng Vit Nam bnh chn l thng hiu ni ting. Gn y, AIG c phn chm xung. y khng phi do ngnh bo him vn l truyn thng ca AIG, m chnh l do tp on ny tham gia qu nhiu vo lnh vc m bo ti chnh, nhng qu ri ro AIG thc hin giao dch ti chnh vi hu ht cc nh ch ti chnh trn th gii. ng o nh ch ti chnh ph Wall da vo AIG bo him cc ti sn ri ro h mua vo trong sut giai on bng n tn dng trn th trng th chp. Bi vy, nu AIG sp , tt c nhng nh ch ti chnh cn li s khng cn ch no bu vu cho nhng ti sn ri ro mua bo him. Thm vo , gi cc ti sn ri ro hn nhin s cm thng xung mt khi AIG khng cn v tr m bo cc chng khon v phi sinh da trn ti sn th chp. Phm vi nghip v ca AIG qu rng, ng thi n cn lin quan n cc h thng ngn hng ton cu, chnh ph khng mun AIG ph sn. FED nhn nh.Nu AIG sp , s kin ny c th khin th trng ti chnh chao o mnh hn v y li sut cho vay cao hn, lm hao ht ti sn ca cc h gia nh v tc ng xu ti tng trng kinh t. Nu AIG sp , hng trm t USD ti sn lin quan ti th chp v cm c s c em bn cho cc nh ch ti chnh khc. iu ny cng lm tng p lc gim gi ti sn. Cc i tc trn ton cu ca AIG trn th trng hon i ri ro tn dng s khng cn kh nng thu hi cc giao dch ca mnh. Vi v th ca mt qu u t ri ro khng l, AIG s ngay lp tc tr thnh ch n ln ca cc qu ri ro khc, to p lc buc nhng ngi iu hnh cc qu ny bn ra cc ti sn ca mnh v nh vy, thm mt ln na y h thng ti chnh
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ton cu vo vng xoy bn tho ti sn. iu ny hn nhin s a gi cc ti sn ti chnh vo ch st gim th thm. Tip theo , kh nng rt ln l s sp ca hng lot qu u t ri ro. Phn tch cc tiu chun ca li th cnh tranh bn vng: ng gi: Nhc n Bo him nhn th v ti chnh ngi ta khng th khng nhc n AIG. Chnh danh ting ca AIG mang khch hng n cho cng ty. Him: AIG c gy dng t hng chc nm, danh ting rng khp trn th gii, kh c cng ty no c th snh kp. Kh bt chc: Kh c cng ty no c kh nng gy dng lng tin, mi quan h vi nhn vin, khch hng, c ng, i tc ca mnh nh AIG Khng th thay th: AIG c khch hng trn ton th gii bit n vi mt thng hiu bo him y uy tn, cht lng, t n xy dng trong lng khch hng ca mnh mt v tr khng th thay th. Tm li: Tiu chun ng gi Him D bt chc Ngun nhn lc c k nng Kh nng thanh ton Danh ting v kinh nghim ton cu Khng th thay th

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Nh vy, qua phn tch bn tiu chun ca li th cnh tranh bn vng trn ta thy: Ngun nhn lc c k nng, danh ting v kinh nghim ton cu chnh l li th cnh tranh bn vng ca AIG Life. 2.2. Phn tch chui gi tr Chui gi tr ca AIG Life chnh l mt lot cc hot ng dng chuyn ho cc u vo thnh cc u ra to gi tr n cho khch hng. 2.2.1. Cc hot ng chnh: Nghin cu v pht trin: AIG Life lun ch trng n vic nghin cu v pht trin nhiu sn phm c o mang li cho khch hng s bo v cn thit nht. Bt k nhu cu ca khch hng l bo him hay tit kim u t, d cho nhu cu cp thit ngay hm nay hay dnh cho tng lai, AIG Life lun c mt gip bin nhng c m v hy vng thnh hin thc. Trong thi gian gn y, AIG Vit Nam lin tc tung ra th trng cc sn phm bo him nhn th nh An sinh tch lu (5,10,15,20 nm); An tr thnh ti; mi y l sn phm ang bn chy nht tnh cho n thi im ny: An phc trn i. Marketing v bn hng Vi vic ch trng vo hng lot cc hot ng marketing v bn hng AIG Life nng cao v tr ca AIG Life trong long khch hng. Khi khch hng nhc n AIG Life h u bit n vi mt thng hiu uy tn, hiu qu, ng tin cy. Khi tham gia bo him nhn th, Khch hng s c nhn vin i l bo him ca AIG (Vit Nam) phc v v t vn c th v cc quyn li bo him cng nh nhng trch nhim khi tham gia bo him, qua c th hoch nh ti chnh cho tng lai ca mnh v gia nh.

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Thng qua i l bo him, cc hp ng bo him s c ng v k kt gia Cng ty v Khch hng theo cc iu khon v iu kin quy nh c th. Bo him nhn th l loi hnh sn phm v hnh, khng th nhn thy c, v vy, cc i l bo him ca AIG Life ngoi vic t vn v bo him cho Khch hng, cn c nhim v tip tc phc v Khch hng sau khi hp ng bo him c k bng cc dch v nh: thu ph bo him ti tc, gii p thc mc lin quan n hp ng, h tr Khch hng trong nhng th tc thay i ni dung ca hp ng. Cng ty Bo him nhn th AIG Life lun cam kt phc v khch hng mt cch tt nht, mang n cho khch hng nhng gi tr cm nhn cao nht v dch v. Ti mi quc gia khc nhau. AIG a ra cc slogan khc nhau hoc nhng mu phim qung co cng khng ging nhau. y l chin lc qung co ng n, bi l, nhng i hi c bn ca con ngi c th ging nhau nhng nn vn ha th khc nhau s to ra nhng nhu cu khc nhau. Tuy nhin, khi thc hin chin lc ny AIG phi tn nhiu chi ph. Ti Vit Nam vi slogan: Hy l nhc trng ca chnh cuc i bn a c hnh nh, thng ip AIG n vi khch hng, AIG s dng tt c cc phng tin truyn thng nh bo, i, truyn hnh, internetbng nhiu ngn ng. lm cho cng chng hiu, chp nhn sn phm ca cng ty, AIG tin hnh hng lot cc chng trnh ti tr, t thin 2.2.2. Cc hot ng h tr: Qun tr ngun nhn lc: Ban gim c AIG Life ch ti cc hot ng nhm m bo con ngi c o to, hun luyn, ng vin, v th lao mt cch y thc hin cc nhim v lm tng gi tr.
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AIG Life xy dng cho mnh cc mc tiu trong vic tuyn dng nhn vin : AIG Life l la chn ca cc c nhn v Cng ty trong lnh vc bo him. Phng chm ca AIG l:

Tin tng v Tn trng ln nhau Tinh thn ng i Tnh chnh trc Tinh thn quyt thng Khng s tht bi

Ban gim c AIG Life pht biu: AIG Life phn u tr thnh cng ty bo him nhn th hng u ti Vit Nam, l Cng ty thu hiu tm t nguyn vng ca khch hng v lun n lc phn u tha mn nhng mong i ca h. Mc tiu ca Phng Nhn s: Tr thnh mt i tc chin lc trong vic xy dng AIG Life (Vit Nam) tr thnh mt trong nhng nh tuyn dng hng u thng qua vic: Nng cao lng t ho v s hi lng ca nhn vin v Cng ty v mi trng lm vic Pht trin cc h thng v quy trnh hot ng hiu qu y mnh thng tin Khuyn khch mi trng lin tc hc hi cng vi c hi pht trin Quyn li nhn vin:

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Nhn vin chnh l ti sn qu gi ca AIG Life (Vit Nam). L nhn vin ca AIG Life (Vit Nam), bn s c hng mc lng v cng cnh tranh v ch tng thng xng ng. o to v hun luyn: AIG Life (Vit Nam) lin tc u t vo vic o to v hun luyn nhn vin c th vt qua nhng thch thc trong tng lai. Sau nhiu nm hot ng, AIG Life (Vit Nam) p dng v i mi h thng o to ton din ph hp vi nhu cu ca th trng bo him nhn th ti Vit Nam. Nhm gip nhn vin pht trin ht nng lc ca mnh, chng ti cung cp nhng kho hun luyn v o to thng xuyn, c t chc trong Cng ty hoc ti cc trung tm o to trong v ngoi nc. AIG Life (Vit Nam), ton b nhn vin c khuyn khch tham gia chng trnh o to t xa ca t chc quc t LOMA nhm lm phong ph thm kin thc trong lnh vc ti chnh bo him v c cp bng quc t cng nh s cng nhn ca Cng ty. Ngoi kha hc nh hng cho nhn vin mi, AIG Life (Vit Nam) c rt nhiu kho hun luyn khc nhn vin la chn nh: Cc k nng c nhn nh: thuyt trnh, bn hng, m phn v gii quyt vn K nng qun l Nhng chng trnh o to v pht trin nhn lc do cc vn phng khu vc thc hin Ngoi ra, mi phng ban s tin hnh cc kho hc tp trung vo nhng k nng cn thit cho nghip v ca tng phng ban. Phn tch nng lc ct li:

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ng gi: nhng hot ng qun l ngun nhn lc ca AIG u mang n cho cng ty nhng gi tr ln, gip cng ty vt qua nhng kh khn trong thi gian hin ti Khng th thay th: y l mt hot ng gip cng ty H thng thng tin: Trung tm dch v khch hang Knh lin lc vi phng dch v khch hang Tip nhn kin ca khch hang H thng gii p thng tin t ng (24/24) AIG Life ang ha hn cch thc qun l hiu qu v hu hiu cc hot ng khc nhau nhm to gi tr cho khch hng.
C s h tng:

Cu trc t chc cng ty: AIG phn thnh 14 phng ban nh: phng ti chnh, phng u t, Phng qun l kinh doanh v cc knh phn phi, phng tip th, phng hun luyn kinh doanh, Phng dch v khch hng, phng h tr i l, Phng dch v hp ng, Phng gii quyt quyn li bo him, Phng thm nh, Phng nhn s, Phng cng ngh thng tin, Phng nh ph, Phng thanh tra ni b/ Phng php ch Vn ha cng ty: AIG xy dng mt nn vn ha Chnh trc (Intergrity): Cam kt v tn trng o c ngh nghip. Sng to (Innovation): Lun sng to v pht huy tng mi. Lnh o linh hot (Responsive Leadership): Khuyn khch tinh thn trch nhim v chu trch nhim.

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Thin hng kinh doanh (Entrepreneurial): Nm bt c hi v hnh ng ng n. Kin thc (Knowledge): Khng ngng hc tp v rn luyn. Phm vi lm vic rng (Working Across Boundaries): Xy dng mi quan h vi cc nhn vin cc b phn khc nhau trong h thng AIG. Chp nhn ri ro (Disciplined Risk Taking): H tr chp nhn ri ro, thay i nhanh v cn trng. Pht trin nhn ti a phng (Local Talent): Chin lc ton cu v tuyn dng v bi dng nhn ti a phng. Dch v khch hng (Service): Cung cp dch v cht lng v chuyn nghip.

PHN III. PHN TCH CHIN LC

1. CHIN LC CP N V KINH DOANH 1.1 Chin lc chung Chin lc cp kinh doanh chung m AIG lun theo ui chnh l chin lc to s khc bit . AIG to s khc bit bng cch lin tc a ra nhng ci tin v dch v, sn phm p ng mi nhu cu khch hng: AIG c rt nhiu sn phm tha mn cc nhu cu khc nhau ca khch hng nh: Cc sn phm bo v v tit kim- cc sn phm c chia li : An nghip tch ly.

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Ngi mua s c s hi c chia li thng t hot ng kinh doanh ca cng ty, khch hng ch cn ng ph 10 nm trong khi c hng quyn bo him ti 15 nm. Sn phm bo him tr em : Thnh ti khi nghip y l mt k hoch ti chnh tuyt vi nhm m bo cho tr c mt tng lai ti sng. Khch hng ch ng ph cho n khi tr 18 tui nhng nhng tr vn c hng quyn li bo him cho n nm 22 tui Sn phm bo v thun ty : Nht nin Gia hn Sn phm ny p ng nhu cu cung cp mt khon ti chnh cho gia nh nu ngi c bo him ngi tr ct ca gia nh - khng may qua i. Sn phm bo v v tit kim- cc sn phm cam kt : An sinh tch ly 5 nm: y l mt sn phm l tng nu bn mun kt qu u t c m bo, ng thi c bo him trong thi gian 5 nm An sinh tch ly 10 nm: y l mt sn phm l tng nu bn mun kt qu u t c m bo ng thi c bo him trong thi gian 10 nm An sinh thnh vng 20 nm: khch hng s c s m bo chc chn cho vic tit kim ca mnh, ng thi nhn c mt khon tin mt nh k mi 5 nm, ng thi c th an tm rng bn than v gia nh lun c bo v. An sinh trng th: Sn phm An Sinh Trng Th s bo v bn sut cuc i k t khi ban mua sn phm ny, ng thi cng l mt c hi ca bn tch ly ti sn cho con chu. Khi bn qua i, nhng ngi thn yu ca bn s nhn c mt ti sn c gi tr t
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hp ng ny. Thm na, khi cn sng, bn s nhn c mt khon tin mt nh k c mi 5 nm cho ti khi bn qua i. Sn phm b sung: Quyn li bo him bnh him ngho: Nu bn c chn on l mc phi mt trong 26 bnh him ngho c AIG qui nh, mt phn hoc ton b s tin bo him ca sn phm chnh s c thanh ton ngay, gip bn trang tri cc chi ph y t hay b p nhng tn tht v ti chnh. Quan trng hn c, vic thanh ton trc thi hn s tin bo him ca sn phm chnh s gip bn an tm iu tr v khng cn phi bn tm v chuyn cm o go tin. Quyn Li H Tr Vin Ph y l mt loi bo him h tr trong trng hp khch hng khng may phi nhp vin v phi thanh ton mt khon chi ph kh t . 15 nm gia hn hon i: Bo v bn 15 nm vi mt mc ph phi chng, c gi nguyn khng i trong thi hn hp ng. Mt khc trong bt k ngy k nim hp ng no, khch hng cng c th chuyn i mua mt sn phm chnh khc Bo him nhm AIG cung cp quyn li ton din cho nhn vin t nhiu doanh nghip va v nh cho n cc Cng ty v cc Tp on a quc gia An nghip sn ph: Dnh cho nhng nhm ngi lm vic ti cc ca hng kinh doanh, nh hng nh, doanh nghip t nhn, c s sn xut c s lng nhn vin t 530 ngi.

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An nghip nh ph Dnh cho nhng nhm ngi lm vic ti cc cng xng/cc doanh nghip ln/cc cng ty a quc gia/cc khu ch xut v.vc s lng nhn vin trn 30 ngi. Bo him t vong v tn tt do tai nn: Thch hp cho nhng ngi c mc ri ro cao trong cng vic. Bo him h tr vin ph nhm AIG ch trng phn on th trng thnh nhiu khe h: AIG c rt nhiu sn phm ph hp vi cc loi i tng khch hng khc nhau: C th l sn phm dnh cho tr em nh: thnh ti khi nghip, sn phm ginh cho ngi tr ct gia nh : Nht nin gia hn. AIG a ra sn phm T vong v tn tt, nhng ch p dng cho ba nhm ngh nghip: Nhm 1: Ngh nghip lm vic ti vn phng nh lut s, qun l vn phng, nhn vin vn phng. Nhm 2: Cng vic c ri ro t nh lm vic ngoi tri, v d ngi a th, ngi bn hng. Nhm 3: Nhng ngh nghip cn k nng hoc bn k nng bao gm c nhng ngi s dng my mc nh, v d bo v, lm bnh, ngi lp rp thit b in t, Nhng ngh s dng my mc nng hoc khng i hi k nng, v d cng nhn nh my, th in, ti x li ta-xi, ti x xe tivv Cng ty theo mc thu nhp ca khch hng m AIG cng c cc gi bo him nh: An sinh tch ly 5 nm, 10 nm, 20 nm, hay an sinh trng th. AIg cn to s khc bit da vo chnh nhng nng lc to s khc bit, l nghin cu v pht trin, bn hng v marketing AIG lun a ra cc sn phm, dch v sng to, c thit k theo nhu cu ring ca tng nhm i tng khch hng. ng thi, cc hot ng bn hng v marketing cng c AIG ch trng trong mi hon cnh.

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Hng lot cc vn phng i din ca AIG ra i xuyn sut t Bc ti Nam nh: vn phng i l bo him AIG Life ti TP.HCM, H Ni, Nng, Cn Th,.. nhm a sn phm n khch hng vi cht lng dch v tt nht. Gn y nht, ngy 7/4/2009 , Ngn hng Vit Nam Thng Tn (VietBank) khai trng chi nhnh u tin ti Hi Phng. Cng vi s kin ny, VietBank k bn ghi nh hp tc vi hng bo him AIG Life.Theo ni dung bn ghi nh, VietBank v AIG Life s cng hp tc phn phi cc loi hnh bo him nhn th, bao gm c dng sn phm lin kt gia bo him nhn th v cc khon vay ngn hng.Cng trong d nh hp tc ny, AIG Life s trin khai m hnh chuyn vin t vn ti chnh. Theo , mi chi nhnh, vn phng VietBank s c cc chuyn vin t vn ti chnh ca AIG Life tip th, t vn, bn sn phm bo him v s thanh ton li cho ngn hng ny cc khon ph hp tc cho cc hp ng bo him c giao kt thnh cng. Ti mi quc gia khc nhau. AIG a ra cc slogan khc nhau hoc nhng mu phim qung co cng khng ging nhau. Ti Vit Nam AIG c slogan: Hy l nhc trng ca chnh cuc i bn. a c hnh nh, thng ip AIG Life n vi khch hng, AIG Life s dng tt c cc phng tin truyn thng nh bo, i, truyn hnh, internetbng nhiu ngn ng. Bn cnh lm cho cng chng hiu, chp nhn sn phm ca cng ty, AIG tin hnh hng lot cc chng trnh ti tr, t thin nh: tng 50 triu cho qu khuyn hc; ti tr cho chng trnh Chp cnh cho m c tng lai, Hot ng dnh cho t vn bo him, Thm v tng qu cho trung tm iu dng thng binh Bnh Thun tnh Bc Ninh;Thm v tng qu cho tr em khuyt tt v ngi gi neo n ti c Lc; Tng xe ln cho tr em ngho khuyt tt vng cao Ngoi ra, u thng 8 nm 2008 va qua, AIG Life chuyn i thung hiu t AIA Vit Nam sang AIG Life, y s l mt bc tin gip AIG Life pht huy th mnh ca mt thng hiu ni ting t cng ty m AIG, ng thi tng kh nng nhn bit thng hiu i vi khch hang
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1.2. La chn chin lc u t Phn th hai m ta cn quan tm khi nghin cu chin lc u t cp n v kinh doanh, l : La chn chin lc u t cp n v kinh doanh. Hai nhn t c bn la chn chin lc u t ca AIG Life l: sc mnh thuc v v tr tng i ca cng ty so vi i th cnh tranh trong ngnh v giai on trong chu k sng ca ngnh m cng ty ang cnh tranh Theo phn tch v mi trng bn ngoi, ta thy AIG Life l mt cng ty thuc top 5 cng ty c th phn ln nht trong ngnh bo him nhn th ti Vit Nam; AIG cng c danh ting. mt ngun nhn lc di do, kh nng phn phi rng khp, kinh nghim ton cu. Chnh v vy, c th ni AIG ang c v tr cnh tranh mnh m trn th trng Vit Nam. Mt khc, qua vic phn tch mi trng ngnh ta cng thy, AIG Life ang giai on tng trng mnh m. Chnh v vy, chin lc u t cp n v kinh doanh thch hp nht vi AIG Life lc ny, chnh l chin lc tng trng Ta c th thy mt s khn ngoan hin nay ca AIG l lun ch trng ti lc lng bn hng v Marketing: Th hin r nt l AIG hin nay lun tng cng cng tc o to v tuyn dng i ng nhn ti cn thit cho cng ty. Trc y, tp on AIG ch thu mt cng ty PR ton thi gian duy nht. Tuy nhin, hin ti tp on ny c 4 cng ty PR vi cc nhim v khc nhau: Sard Verbinnen & Co. gip thc hin cc bo co v tin gii cu ca Chnh ph; Kekst & Co. tp trung vo mng bn ti sn tr li tin vay ca Chnh ph; Burson-Marsteller gii quyt cc vn gy tranh ci; cn Hill & Knowlton chuyn nhim v tr li cc cu hi ca Quc hi M v chun b cho cc bui iu trn ca quan chc AIG trc Quc hi. 2. CHIN LC TON CU
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2.1. Li ch ca vic m rng ton cu: S dch chuyn nhng kh nng gy khc bit Da vo s ni ting v kinh nghim ton cu cng nh cc li th v ngun nhn lc giu k nng AIG m rng hot ng ca mnh ra th trng quc t. Tnh kinh t ca v tr AIG phn phi tt c cc hot ng to gi tr cho AIG ti tt c cc ni trn th gii Khai thc hiu ng ng cong kinh nghim Nhng kinh nghim trong Marketing, bn hng s c AIG khi thc ti u v l mt li th khi AIG a ra th trng quc t 2.2. Sc p gim chi ph v p ng a phng: Sc p gim chi ph: tng i cao AIG chu sc p ln v cc chi ph nh: nghin cu v pht trin, chi ph marketing v bn hng, chi ph qun l v vy cng ty lun c mong mun ct gim mt phn cc chi ph ny Sc p p ng a phng: t chu sc p t a phng Sc p a phng pht sinh t nhng khc bit v th hiu v s thch ca khch hng, nhng s khc bit v cu trc thng tng v thi quen truyn thng, nhng khc bit v knh phn phi. Nhng cc sn ca AIG u l cc sn phm tiu chun ha hon ton, p ng nhng nhu cu tng i ging nhau cc a phng khc nhau. 2.3. La chn chin lc

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cao AI G Sc p gim chi chi ph Chin lc ton cu Chin lc xuyn quc gia

Chin lc quc t Thp Thp

Chin lc a ni a

Sc p p ng a phng

cao

T nhng phn tch trn ta thy vi sc p p ng a phng thp, sc p gim chi ph cao, AIG theo ui chin lc ton cu l hon ton ph hp 2.4. Th trng hot ng ca nhm bo him nhn th Nhm bo him nhn th ca AIG c mng li rng ln nht so vi cc cng ty bo him nhn th khc, cung cp dch v bo him nhn th ti nhiu triu khch hng trn khp th gii. Cc dch v bo him nhn th v x hi quc t ca AIG c cung cp thng qua cc cng ty di y: Cng ty bo him quc t M (AIA): L cng ty bo him nhn th khu vc ng nam ca AIG v l cng ty bo him nhn th ln nht ti khu vc. AIA c mng li chi nhnh, cng ty con v cc cng ty trc thuc rng khp c, Brunei, Trung Quc, Guam, Hng Kng, n , Innsia, Macau, Malaysia, New Zealand, Singapore, Hn Quc, Thi Lan v Vit Nam

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Cng ty bo him nhn th M (ALICO) :L mt trong nhng cng ty bo him nhn th ln nht th gii, c hot ng ti hn 50 nc trn ton cu, t Nht Bn ti chu u, Trung ng, Chu Phi, Nam v Carib. Cng ty bo him nhn th Sao AIG: v ang ng gp vo s hin din ngy cng gia tng ca AIG ti th trng Nht Bn. Cng ty bo him AIG Ediso: gip m rng mng li phn phi ca AIG ti Nht Bn thng qua 7,300 i l v cc knh phn phi khc. Cng ty bo him nhn th Nan Shan: l cng ty bo him ng th hai ti i Loan Cng ty bo him nhn th v phi nhn th Phillipine-M (Philamlife) l cng ty bo him nhn th hng u ti Phillipines. 2.5. Cch thc thm nhp th trng Thnh lp cc cng ty con s hu hon ton: AIG thnh lp nhiu cng ty con, vn phng trn khp th gii. Nhn li lch s ca AIG ta c th thy r iu ny nht: - Nhng thp nin 1940, AIG thm nhp vo th trng Nht Bn, c, nh du mt bc m rng hot ng kinh doanh ra th trng nc ngoi. - Sang nhng nm ca thp nin 1950 th AIG thnh lp c 75 vn phng i l trn ton cu. - Nhng nm thp nin 1990 AIG m rng hot ng kinh doanh ti cc quc gia nh: Trung quc, Chu M Latinh, Israel, Nga, Uzbekistan, v ng u. - Gn y nht, vo nm 2007 AIG nhn giy php thnh lp cng ty 100% vn nc ngoi ti Trung Quc Lin doanh:
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Vo nm 2007, AIG kt hp vi mt s cng ty ti c v n , mua li mt phn ca cng ty bo him 21st Century ( M) 3. CHIN LC CNG TY Trong thi gian hin ti, tp on AIG ang gp rt nhiu kh khn, khin tp on ny phi a ra chin lc ci t. 3.1. Nguyn nhn s i xung ca cng ty:
Lnh o yu km:

S qun l yu km r rt v s phung ph ca AIG lm cc c ng b thit hi n 200 t USD. V vy, cc c ng ca tp on bo him AIG va np n kin i cc lnh o tp on tr li tin thng, c tc v cc bng lc khc Trong s b n c cc cu gim c iu hnh AIG l Maurice Greenberg, Martin Sullivan v Robert Willumstad, cng c gim c iu hnh hin nay l Edward Liddy. C 10 thnh vin hi ng qun tr AIG, gm Liddy, cng b kin. Cc b n ny b co buc lm tn hi nghim trng n kh nng ti chnh v uy tn ca AIG bng cch dnh vo nhng hp ng bt li. AIG tip tc tr c tc tng 1% vo gia nm 2007 chng t cc b n va c tnh ni sai s tht v s n nh ti chnh va khng tha nhn s qun l v gim st yu km...
Kinh doanh trong lnh vc ti chnh gp kh khn:

AIG kinh doanh trong bn lnh vc: bo him nhn th v hu tr, bo him phi nhn th, qun l ti sn v dch v ti chnh. Nhng nhng rc ri gn y ca AIG khng n t lnh vc kinh doanh bo him truyn thng, m do khu vc dch v ti chnh mang li, trong , ch yu l vic kinh doanh chng khon c lin quan ti cho vay cm c bt ng sn v cc khon n c ri ro cao.
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Cu chuyn cch y 20 nm l cu chuyn v hai chng trai tr ca cng ty Drexel l Howard Sosin v Randy Rackson vi hoi bo to nn cuc cch mng v ti chnh ti ph Wall. Sosin khi l mt chuyn gia ti chnh mi 35 tui c trau i kin thc ti chnh ca mnh ti tp on Bell Labs ni ting, Rackson l mt k s my tnh ni nng nh nh v say m ngh thut, tham gia Wall Street sau khi tt nghip trng Wharton danh ting v mong mun c nhng ng gp i trong gii ti chnh. t c tham vng ny h ngh n mt m hnh giao dch ti chnh mi trong ba tra ti khu vc thc nc Manhattan v hon thin tng ny ti cc bui tic ti ti nh hng v trong lc rnh ri. a m hnh ti chnh ny i xa hn, h hp tc vi mt ng nghip khc l Barry Goldman, mt tin s kinh t c bit ti xy dng cc giao dch ti chnh phc tp. Tham vng ca 3 chng trai tr ny l xy dng nhng m hnh giao dch qun l ri ro v ti chnh phc tp c thi hn hng thp k vi chnh xc gn nh tuyt i kim cc khon li nhun v ph hoa hng kch x theo ui tham vng , ba chng trai tr i n tr s ca AIG ti s 70 ph Pine, ch cch cng ty Drexel ca h vi trm mt gp mt ng vua ca AIG v ngnh bo him th gii khi l Hank Greenberg ti tng 18 v bn tng ca mnh. Khi Greenberg rt t ho v uy tn 3A ca cng ty bo him AIG. Uy tn ca AIG l mt s bo m cho khch hng rng h c th ng ngon vo bui ti v uy tn ca AIG cng cao th AIG cng c kh nng vay tin vi li sut thp hn t khch hng ca mnh. Thng qua AIG, ba chng trai tr ny c th bn cc sn phm bo him ti chnh ca mnh vi cc khch hng tim nng. V tng ny ca 3 chng trai tr thng hoa khi ng vua ngnh bo him Greenberg, y bn lnh v t

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tin ny chp nhn ngay. Greenberg giao cho Mathews, ngi ph ca ng, cng nghin cu v trin khai tng ny. ng ni vi Mathews cha bao gi thi c tt nh by gi, chng ta qu ln, chng ta khng phi bi cng dng thc na, m chnh chng ta l dng thc. V tai ha p ti i vi mt con ngi qu t tin v ch ca ng. Tai ha p n Nh l cng thc ca mi ti ha v tht bi, trc khi ti ho p n, th hot ng ca cc sn phm ti chnh l mt cu chuyn thnh cng ti AIG. Cng ty ny khng ngng pht trin th trng cc sn phm ti chnh. B phn sn phm ti chnh pht trin t ch ch c 13 nhn vin ln n hn 400 nhn vin nm 2005 v k c cc hp ng giao dch tr gi hng trm t USD. n cui nm 2007 tr li y, ti ho p n. S tht bi ca AIG khng phi xut pht t hot ng kinh doanh bo him truyn thng ca AIG m chnh l t nhng giao dch phi sinh trn th trng bo him ca AIG do ba chng trai tr to nn. Trong , giao dch ri ro nht c gi l cc giao dch tn dng hon i (credit default swaps) vi gi tr ln n 62 nghn t USD trn th trng. CDS l mt sn phm bo him ti chnh phi sinh m ngi mua bo him c th c n b trong trng hp mt ngi n tin mnh khng c kh nng hon tr. iu nguy him ch, CDS c th c s dng lm cng c u c. AIG cng giao dch nhiu CDS th thu nhp t ph dch v cng nhiu. Song t na cui nm 2007, cng vi s sp ca th trng nh t, nhiu khch hng vay tin mua nh khng c kh nng chi tr v buc cc ngn hng phi thu nh ca khch hng sit n. Cc ngn hng cng thu nh sit n th cng lm cho gi nh t rt thm hi do lng nh ny cng kh tiu th. ng nhin, AIG vi t cch l t chc nhn bo him CDS i vi cc khon cho vay ca cc ngn hng ny, phi chu tn tht rt nhiu. Hy lm mt
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php tnh n gin. Khi gi nh gim t 200 nghn USD xung cn 150 nghn USD th cng c ngha l AIG phi chu l 50 nghn USD v AIG l ngi bo him cc khon l cho cc ngn hng. ng nhin cu chuyn tht bi ca AIG l do nhng quyt nh u t mo him v thiu cn trng ca AIG, song cng l tht bi ca cc t chc nh gi tnh dng, ca cc quy nh lng lo ca nh nc v nim tin m qung rng cc hp ng t nhn khng to ra nhng ri ro mang tnh h thng. 3.2. Cc bc i ca s ci t:

Thay th lnh o: Trong nm 2008 AIG cng thay lnh o: a Edward Liddy ln lm

Ch tch hi ng qun tr v Tng gim c iu hnh thay cho Robert Willumstad. Mi y, Jake DeSantis, ph ch tch ti mt chi nhnh ti chnh ca AIG tuyn b ng s t chc v tng s tin thng sau thu 742.000 USD cho qu t thin. Jake DeSantis t thi Sau 11 nm gn b, cng hin cho AIG, gi y ti khng cn c th tip tc m nhim trng trch trong mi trng lm vic ny na, k c c cho tin cng khng

Chia tch AIG: Theo k hoch mi nht hin nay, i ph vi nhng kh khn, Tp

on AIG s c chia thnh ba b phn ring bit. C ba b phn ny s tch hn khi AIG, trong c AIG khu vc chu , mng kinh doanh bo him nhn th quc t v khu vc kinh doanh ti M.Ngoi ra, AIG cng thnh lp mt c quan th t, chuyn chu trch nhim v n nn ca tp on, hoc cng c th mang ra bn ht.

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Ngoi ba b phn khoanh vng trn, AIG vn tin hnh kinh doanh cc ngnh ngh khc nh: kinh doanh bo him nhn th ti M, bo him tai nn, bo him ti sn v kinh doanh thu my bay.

Ci thin kh nng thanh ton: Trong nm 2008 AIG c cc d tr Lin Bang M (FED) ti tr 4

ln vi tng s tin ln n 85 USD. Ngoi ra, ci thin kh nng thanh ton, AIG cng ang n lc bn mt s chi nhnh bo him, mt s b phn kinh doanh my bay, b phn cho thu ti chnh quc t v gn y nht, AIG bn tr s ti Tokyo- Nht vi gi mt t .

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