QUN TR CHIN LC

GVHD: NGUYN XUN LN

PHN I : GII THIU V CNG TY I. GII THIU CNG TY: T lu, Jean khng cn c xem l trang phc lao ng bnh thng na m c coi l hng thi trang cao cp v l mt ngnh kinh doanh tr gi 10 t USD ti Hoa K. T nhng nh thit k hng u n c nhng ngi bn l, tt c u mun chim mt phn bo b ca th trng cc k hp dn ny. Trong cuc chin nng bng , Guess t tin ginh c v tr thng hiu hng u vi kiu dng thi trang mi l sng to v cht liu c o. Guess vn lun c ca ngi l nhn hiu thi trang hng u ca nc M v sn phm thi trang jeans. Bi tnh ng dng v phong cch trong nhng thit k jeans ca nhn hiu ny v cng ht mt, tr trung v phng khong... T mt cng ty sn xut trang phc jean bnh thng ti California, nhn hiu Guess nhanh chng pht trin thnh thng hiu khng l trn ton cu. Jean l sn phm chnh to nn thnh cng cho Guess nhng bn cnh nhn hiu ny cn pht trin thnh nhiu sn phm ph kin i km phc v nhu cu sn xut v kinh doanh thi trang.
II.

LCH S HNH THNH V PHT TRIN

1. Lch s hnh thnh ca cng ty Guess:

Guess l mt thng hiu ca M v dng sn phm thi trang. Guess c thnh lp bi Georges, Armand, Paul v Maurice Marciano, Bn anh em nh Marciano sinh ra ti Algeria nhng ln ln ti vng Marseilles, mnh t nui dng ti nng thit k Php, hnh thnh ni anh em Marciano mt phong cch thit k tr trung, quyn r, mnh m v thanh lch. H chuyn n California vo nm 1977 v bt u vi cng ty vo nm 1981. Guess sn xut loi qun jeans stoned wash demin. . 2. Qu trnh pht trin ca cng ty: Mc d khng phi l cha ca chic qun jean ngy nay, li ra i sau Levis hn 10 thp k nhng Guess vn chim c ngi v thng hiu thi trang hng u vi nhng sng to mi l v cht liu c o gia lc thit k jean gn nh bo ha. Hn th na, Guess a jean n vi mi ngc ngch th gii tr thnh thng hiu thi trang ca mi ngi.

CNG TY GUESS

NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

u thp nin 80, khi thi trang jean c du hiu chng li vi nhng thit k qu quen thuc. y l thi c bn anh em nh Marciano sng to nn mt con ng mi cho jean vi s kt hp n gia c tnh t do ni bt ca M v s tinh t ca chu u.
Nm 1981, Guess c thnh lp, ca hiu u tin ca Guess t ti

Beverly Hills, sn xut loi qun jean stoned wash denim, l loi qun c mi bc phn i. Thay i tng nh n gin ny ca Guess li chnh l mt bc tip cn t ph, m ra tng lai mi cho jean. Nhng thnh cng ban u
Nm 1982, Mt du khch hng vn cn nghi ngi vi mt tn tui l lm

v nhng thit k to bo trn mt cht liu ngi ta khng cn nhiu hng th, nhng nhng c gng kin tr ca anh em Marciano cui cng cng c kt qu. Mt t qun jean Marilyn c phong cch tr trung, hp dn c bn sch trong vng vi ting ng h. S thnh cng ny l nh vo Bloomingdales, mt knh phn phi ln, ng nhn bn sn phm mi ca anh em Marciano. T y, Guess nhanh chng thm nhp vo nn vn ha i chng v chu du n mi min t, t sa mc vin Ty n b bin chu Phi v nhng i l chu u tuyt p. Di tm nhn thu o ca Paul Marciano, Guess tung ra nhng chin dch qung co rm r, nhiu tn tui ngi mu v c nhip nh gia cng c pht hin t y. Cuc chin m rng th trng
Thng 7/1983, Guess mun m rng ngun vn v tm kim ngun lao

ng r hn p ng c nhu cu sn phm v gia tng li nhun nn k mt tha thun vi anh em Nakash ca Jordache. Theo , Jordache s hu 50% ca Guess, i li l 4.800.000 USD v nh my sn xut ti Hongkong. ng thi, Jordache cng c thng qua thit lp mt dng mi ca jean bng cch s dng mt s mu thit k ca Guess trong mt dng sn phm c gi thp hn. Trong thi gian ny, Guess cng tin hnh chinh phc th trng y phc nam gii t tha thun vi Jeff Hamilton, Inc. Doanh s bn hng ca Guess tng vt t t 2 triu ri USD nm 1983 n $ 27 triu USD nm 1984. Tuy nhin, Guess tm cch sm chm dt tha thun cp php vi Hamilton v cho rng Hamilton ph gi v hng ha ca Guess ti Kmart hay nhng ca hng gim gi khc lm tn thng hnh nh cao cp ca hng. V vic ny dn n mt cuc chin php l vi Hamilton dai dng sut 2 nm, lm chm s tng trng ca dng y phc nam gii.
CNG TY GUESS 2 NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

V kin tng dai dng

Nm 1984, Guess theo ui v kin ln nht trong lch s pht trin ca

thng hiu thi trang ny.Tuy nhin, doanh s bn hng lc ny ca Guess leo n con s 150 triu USD nhng i li mi quan h i tc vi Hamilton ngy cng tr nn xu hn. Trn chin ginh quyn kim sot Guess tip tc cng thng trong sut 5 nm tip theo. Ln lt cc bn tm cch t tng ln nhau v vic ci gin ip, sao chp hoc ph hy ti liu, trn thu giao dch, gian ln hi quan S tin thu lut s vo v tranh chp ny c tnh ln n hn 10 triu USD/nm cho mi bn. Nm 1987, Thng hiu thi trang ny t c con s 350 triu USD m rng th trng sn phm l pht trin thm dng trang phc n gii, tr em v ph kin bn cnh qun jean. Ginh li quyn kim sot
Nm 1990, Guess chuyn n Los Angeles, nh m rng quy m sn xut,

nn doanh thu t 575 triu USD. Cng trong nm ny, Ta n tr li quyn kim sot Guess cho anh em nh Marciano. Cuc chin php l mt mi sut 6 nm cng n hi kt thc ko theo mt quyt ton khng c tit l gia Marciano v Nakash.
Nm 1991, vi ngun lc c gii phng, Guess y mnh ngn sch

qung co ln n 22 triu USD, m rng chui ca hng bn l trn ton chu u v xm nhp tr trng chu , chu Phi, chu c, Trung ng. Bin ng nhn s
Nm 1993, Guess chng kin s ra i ca Georges Marciano do nhng

khc bit v quan im pht trin cng ty. Maurice Marciano tr thnh Ch tch, nh hng thit k, Paul v Armand vn li v gi cc v tr quan trng khc. V sau , Georges Marciano khi kin anh em mnh v vi phm bn quyn nhn hiu Georges Marciano. Th nhng, bt chp mi bin ng, Guess vn l mt thng hiu thi trang vng mnh. Nm 1994, ch ring doanh s ng h t 100 triu USD, giy dp t hn 60 triu USD. Nm 1995, H thng ca hng m rng c v quy m v s lng, t 61 ca hng.
CNG TY GUESS 3 NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

Suy thoi
Nm 1996, hot ng yu km ca cc ca hng bn l v nhng ch h

trong vic phn chia bun bn dn n thi k suy thoi ca thng hiu thi trang tng vt qua c rt nhiu p lc trc . Thng 8/1996, Guess c c phn ha, anh em nh Marciano vn tip tc nm quyn lnh o.
Nm 1998, Guess ra mt dng sn phm cao cp Jeans denim (Pramium

denim) cho c nam v n nhng cng khng cu vn c tnh th. Guess mt th phn do p lc cnh tranh kinh doanh t nhng thng hiu nhn ra Jean l con mi bo b v mi trng bn l qu khc nghit.

Nhng bc pht trin mi

Nm 1999, Guess thit lp th trng bn l o (e-commerce) lu tr ti

trang web chnh thc ca hng (http://www.Guess.com.) cng lc vi vic gim k hoch m rng tp trung nhiu hn vo u t ci to, tng cng c cu vn.
Nm 2000 vi chin dch qung co ca mnh th thnh cng tr li vi

Guess. Qun jeans sexy v qun short ngn c trnh din bi nhng siu mu Naomi Campbell, Claudia Schiffer, Anna Nicole Smith, Eva Herzigova t chy cc sn din v to nn cn st thi trang jean. Nhng vn may khng di, doanh s ca cng ty bt u gim mnh vo khong gn cui nm 2000 do cnh tranh qu cao. Mc d vy, li nhun gim st ng k v lng hng tn kho kh ln vn khng lm suy gim sc mnh ca Guess. Guess vn tip tc l mt thng hiu thi trang lin tc pht trin. n cui nm 2000, Guess c 212 ca hng ti M v Canada.
Nm 2001, Guess mi Carlos Albertini lm gim c iu hnh v

Frederick G. Silny lm gim c ti chnh phi hp thc hin chin lc mi,

CNG TY GUESS 4 NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

s dng cc k thut bn hng sng to, k hoch m rng h thng bn l, v phng php tip th mnh m. Chin lc mi ny vp phi s kin suy thoi kinh t trm trng t v tn cng 11/9 khin thu nhp ca Guess gim mnh t mc 20,4 triu USD nm 2000 xung cn 9 triu 4 USD vo nm 2001. Thng hiu thi trang Guess tip tc chim lnh th trng jeans
Nm 2002, Guess tip tc phi i u vi vic gim lng hng tn kho

do nh hng tiu cc t kinh t v chnh tr. Thng hiu thi trang ny kin tr ci thin phong cch lin tc cho ra i nhng sn phm hp dn v ph hp hn, cng lc vi vic y mnh tip th v qung co duy tr hnh nh thng hiu. Kt qu l Guess c ghi nhn nh mt trong nm thng hiu hng u trong tng chi tiu ca mt c gi tr ti M.
Thng 11/2002, Guess hp tc vi Amazon.com cung cp mt mng

li mua bn trc tuyn rng ln hn.

Nm 2003, lng hng tn kho gim 12,7 % so vi nm 2002, v gim

c mt na trong vng ba nm qua. Cng trong nm ny, Guess tr thnh i tc pht trin v phn phi vi Parlux Fragrance.
Nm 2004, Guess t chc k nim 20 nm b su tp ng h ca n.

Guess y mnh hnh nh The Guess Girl theo chiu hng quyn r, gi cm. i km vi l hng lot trang phc c thit k theo phong cch ng b t qun o n ph kin.
Nm 2005, Guess bt u vi th trng nc hoa v gii thiu sn

phm dnh cho ph n vo ma xun nm 2005. Ma xun nm 2006, Guess tip tc gii thiu sn phm dnh cho nam gii, Guess bt u thc y cc dng qun o cho b gi v b trai thng qua cc ca hng nh my bn l ca mnh. Cng ty hot ng nhiu nc trn th gii vi phn ln cc ca hng ca h nm Hoa K v Canada.. Trong nhng nm ny, hnh nh ca Guess c gii thiu rt n tng trong cc chin dch qung co sng to lm nn cc thng hiu ni ting.
Nm 2007, Guess gii thiu mt thng hiu mi c bit n nh G bi

Guess. Thng hiu mi ny tm cch tp trung vo mt i tng mc tiu tng t nh thng hiu Hollister ca Abercrombie. Mc tiu ca thng hiu G l nam v n gii trong la tui 16-23 vi mc gi cnh tranh hn. Cc thng hiu mi c gi tng t nh Express, American Eagle v Gap, Guess bt u bt u y mnh thng hiu mi trong mt s thnh ph trn khp Hoa K.
CNG TY GUESS 5 NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

Nm 2010, cc tn thi trang ca thng hiu ny rt bt ng v thch

th khi c chim ngng b nh qung b mang m phong cch thi trang nhng nm 50, 60. Dng nh cn st vn cha h suy gim, bi vy, Guess phi tip tc tung ra nhng thit k mi mang "linh hn" ca qu kh lm va lng nhng khch hng yu mn. Chin dch ln ny kh ging c v kiu dng ln cch th hin ca ngi mu so vi ma trc.
Nm 2011, Guess li tip tc tung ra b su tp thi trang xun/h 2011 vi

nhiu tng mi l m thn quen. Khng h chnh mng trong th trng nn tng lm nn phong cch thng hiu thi trang Guess l jean, nhng vn m rng v hon thin cc dng sn phm khc p ng mi phong cch sng; Guess thc s tr thnh mt thng hiu thi trang ng cp, c quyn phn phi trn 77 quc gia, s hu mt chui ca hng tri khp Bc M, Nam M, chu u, chu v chu Phi. Thnh tu t c: T mt cng ty sn xut trang phc jean bnh thng ti California, Guess nhanh chng pht trin thnh thng hiu khng l trn ton cu. Jean l vt liu chnh to nn thnh cng cho Guess nhng bn cnh Guess cn thit k, sn xut v kinh doanh tt c mi loi trang phc cho mi gii v c nhng ph kin i km. Thng 8/1996, Guess c c phn ho v anh em nh Marciano, ngi sng lp ra Guess vn nm quyn lnh o. Ch tnh ring cc ca hng bn l, Guess c v s nhng ca hiu c lp v v tr trong hu ht cc siu th v trung tm mua sm ni ting nht th gii. C khong 200 ca hng Guess trong phm vi nc M. Xt v mng li phn phi trn ton th gii, Guess c n 450 ca hng hin din ti 37 Quc Gia. Ngun doanh thu ca Guess xut pht t dy chuyn cc ca hng bn l, trung tm phn phi ch yu ti M v Canada v qua website ca hng: www.Guess.com . Xut pht t mc tiu lun gip cng ng, The Guess Foundation (Qu ti tr Guess) c thnh lp nm 1994 th hin tinh thn trch nhim ca tp on i vi cc hot ng t thin. S lng cc t chc phi li nhun c Guess ng h ngy cng tng. Hng nm qu lun cu xt nhng trng hp xin tr cp ti chnh v l mnh thng qun cho nhiu t chc hot ng cu tr khc nhau nh nng cao gio dc cng ng, gip ngi v gia c v bo v mi trng. Ngoi ra Guess cn h tr cho qu trnh nghin cu v iu tr bnh AIDS, ung
CNG TY GUESS 6 NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

th, cu tr thin tai v nhiu hot ng t thin khc. Chng trnh Guess Community Outreach dnh nhiu thi gian, cng sc, thc phm v cc sn phm Guess gip nhng ngi thiu thn nhiu cng ng.

Paul Marciano tht s l mt nh hoch nh ti ba, ng vch ra ng li v phng hng pht trin ca chin dch qung b cho thng hiu Guess ngay t nhng ngy u thnh lp. Cng tc qung co ti Guess c nhng i th trong ngnh ht sc n phc v lin tip nhn c nhiu gii thng danh gi nh CLIO Award, Belding Award, One Show, London National Advertising Award, P.I.A. Award, Mobius Award, Benny Award, cng v s gii thng khc. Bo tng ngh thut Metropolitan quyt nh chn Guess Press Book v Nashville Catalogue cho b su tp ca mnh. Quyn r khch hng t tuyn ngn phong cch v a dng sn phm Trit l lm vic ca Guess c th hin r nt thng qua nhng mu thit k tinh xo vi phong cch c trng nhm tn vinh nt p con ngi. Phong cch c trng ca M cng vi i nt phng Ty mang n cho trang phc Guess mt v c o mi l, va c in va tr trung, hin i. Vi cc sn phm Guess, khch hng c th t do to nn cho mnh mt phong cch thi trang ring. Ni ting v cht lng, ti nng tip th v l ngi m ng cho cc phong cch thi trang mi, Guess mang n nhng b su tp thi trang a dng cho nam, n, v c tr em. Ngoi ra, Guess cn m rng kinh doanh trong cc lnh vc khc nh giy, mt knh, tht lng, n trang, da, tm, ng h, ti xch v nc hoa.
CNG TY GUESS 7 NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

Ngy nay, Guess tr thnh mt trong nhng thng hiu hng u, c uy tn v nh hng su rng nht trong th gii thi trang. Guess c coi l biu tng ca s sng to v thit k mi l, c o lun lm tho mn nhu cu ca tt c mi khch hng. Trong hn 2 thp nin qua, Guess lun l ngi dn u ngnh thi trang vi nhng sn phm hon ho v c o trong qung co. Guess mang n cht lng vnh cu trong tt c mi trang phc dnh cho nam gii, ph n v tr em. Nhng gi tr ct li ca Guess lun c gi vng ngay c khi Guess khng ngng m rng sn phm phc v cho mi nhu cu lm p. III. PHN TCH S MNH_ VIN CNH: Vin cnh: to being the worldwide leader in the fashion industry. We will develop into a global lifestyle brand, with a multi-faceted fashion and lifestyle collection

CNG TY GUESS

NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

Vin cnh ca chng ti l tr thnh nh lnh o trn ton th gii trong ngnh cng nghip thi trang, Chng ti s pht trin thnh mt thng hiu li sng ton cu , mng li s a din v thi trang v li sng 1.1. T tng ct li Gi tr ct li: Con ngi: pht trin ti nng a chiu, tn vinh s sng to. Hng n khch hng : d on trc nhng mi quan tm hng u ca khch hng, nhm p ng nhu cu ca khch hng. Cng tc: chng ti lm vic cht ch vi nhau ci thin cch chng ti kinh doanh hng ngy. Chng ti thit lp trch nhim r rng cho vic ra quyt nh, xc nh cc vn v gii php, v ti a ha c hi kinh doanh. Giao tip ci m, tin tng v tn trng ln nhau: y l nguyn tc nhm nng cao tnh chuyn nghip v lm giu c nhn trong cng ty Mc ch ct li: Guess hot ng trong lnh vc thi trang, v vy mc ch c li hay l do Guess tn ti l nhm nng cao cht lng cuc sng cho con ngi, em li s am m, tr trung, v mt khao kht mnh lit ti nhng gi tr mi ca thi trang. 1.2. Hnh dung tng lai:

BHAG: Guess mong mun tr thnh mt trong nhng thng hiu hng u, c uy tn v nh hng su rng nht trong th gii thi trang. M t sinh ng: trong tng lai, Guess khng ngng m rng sn phm phc v cho mi nhu cu lm p. Tr thnh biu tng ca s sng to v thit k mi l, c o lun lm tho mn nhu cu ca tt c mi khch hng. S mnh: We deliver products and services of uncompromising quality and integrity consistent with our brand and our image. We are committed to listening and responding to the needs of our customers, associates, and business partners, and to honoring their individual value. We are dedicated to personal and professional enrichment through an environment of open communication, teamwork, trust, and respect. We continue to give back to the community, support humanity, and protect the environment as part of our responsibilities.
CNG TY GUESS 9 NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

We remain committed to an entrepreneurial spirit that fuels the growth of our company and increases shareholder value. Through principled leadership, we embrace diversity, and we cultivate strength, pride, and passion to align our personal lives with our professional lives. Tm dch: Chng ti cung cp cc sn phm v dch v cht lng kin quyt v ton vn ph hp vi thng hiu ca chng ti v hnh nh ca chng ti. Chng ti cam kt lng nghe v p ng nhu cu ca khch hng, cng s ca chng ti, v cc i tc kinh doanh, v tn vinh gi tr c nhn ca h. Chng ti c dnh ring lm giu c nhn v chuyn nghip thng qua mt mi trng giao tip ci m, lm vic theo nhm, tin tng v tn trng. Chng ti tip tc cung cp cho cng ng, h tr nhn loi, v bo v mi trng nh l mt phn trch nhim ca chng ti. Chng ti vn cam kt vi mt tinh thn kinh doanh cho s tng trng ca cng ty v tng gi tr c ng. Thng qua lnh o nguyn tc, chng ta nm ly s a dng, v chng ta tu luyn sc mnh, nim t ho v nim am m sp xp cuc sng c nhn ca chng ti vi cuc sng chuyn nghip ca chng ti. Nhng cam kt v gi tr m Guess mang n cho cc bn hu quan: i vi nhn vin: Coi trng tt c cc nhn vin. To mi trng lm vic sng to, tu luyn sc mnh, nim t ho v nim am m. Tn vinh cc ti nng. Lm vic vi s tin tng ln nhau. Guess nhn nh :Ti nng v sng to ca con ngi c th to nn thnh cng. T b phn qung co trong nh cho n maketing, thit k, sn xut v bn hng, nhn vin lun c t ln trn v vt xa mong i i vi c ng: lm tng gi tr cho cc c ng bng cch kinh doanh c hiu qu Guess: chng ti cam kt vi mt tinh thn kinh doanh cho s tng trng ca cng ty v tng gi tr cho c ng i vi khch hng: cung cp cc sn phm cht lng ph hp vi thng hiu ca cng ty, lng nghe v p ng nhu cu ca khch hng, tn vinh gi tr cho khch hng.
CNG TY GUESS 10 NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

Trit l ca Guess l :cam kt cht lng v s sng to.C bn l mang n cho s lm vic th v v khng kh mua sm. " i vi x hi: ng gp cho s pht trin ca cng ng phn vinh, bn vng v lu di. H tr nhn loi v bo v mi trng nh l mt phn trch nhim ca cng ty. Guess tham gia vo cc d n cng ng, v cng thy rng n tham gia phong tro xanh. Cng ty gii thiu qun jean thn thin vi mi trng ca denim ti ch cng nh bng hu c. N cng ti tr t chc phi li nhun tr em n, cung cp ngun lc ti chnh cho cc cu binh lnh tr em min Bc Uganda.

CNG TY GUESS

11

NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

PHN II : PHN TCH MI TRNG BN NGOI MI TRNG V M 1.1 Mi trng kinh t T l tng trng kinh t Giai on 1995-1999 l giai on m tc tng trng kinh t ca Hoa K cao hn so vi cc giai on trc. Sn lng kinh t tng bnh qun hng nm l 4,9% trong giai on 1995-1999, trong khi ch tng 2,75% trong giai on 19721995, 3,14% trong giai on 1913-1972,nhng t sau nm 2011 tc tng trng nhanh chng gim st,nc M ri vo giai on suy thoi trm trng

T l tng trng kinh t ca Ha K t 1995 2001

CNG TY GUESS

12

NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

GDP bnh qun u ngi t nm 1995 2001 Thu nhp bnh qun u ngi lin tc tng t 29500 USD nm 1995 ln 34500 USD nm 2001,y l mt mc thu nhp rt cao so vi mt bng trung ca th gii b. T l li sut

T l li sut t nm 1995 2001 T l li sut ng u qua cc nm 1995 2001. Mc bin ng tng gim thay i khng ng k. nhng n cui nm 2011 li sut gim nhanh chng y l do nh hng ca cuc suy thoi ca nc M sau v khng b 11 thng 9 C hi:

CNG TY GUESS

13

NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

+ Tng trng kinh t tng cao 1995-1999, thu nhp bnh qun u ngi tng dn n s bng n v mua sm,ngi ngi dn m khng cn lo lng khi chi tiu,trong c s bng n v mua sm qun o,nc hoa,cc sn phm thi trang khc + V mc li sut tng i n nh nn cc khch hng khng gp kh khn trong vic vay mn ti tr cho cc hot ng mua sm ca h. khch hng khng do d trong vic mua sm hay gi tin vo ngn hng Chnh v th quyt nh y mnh sn xut,m rng th trng ca Guess trong giai on ny l mt quy nh ng ng,h vt qua suy thoi nhanh chng v tr thnh mt thng hiu thi trang ln ca M.n cui nm 1999 Guess c ti 212 ca hng ti M v Canada e da: + Khng hong kinh t M 2001-2003 lm st gim nhu cu,trong c nhu cu mua sm cc sn phm thi trang. Ngi dn s dn o trong vic mua sm v thu nhp gim,h s hn ch chi tiu,iu ny ng thi cng lm tng sc p cnh tranh gia cc cng ty,nh hng ln ti doanh thu,li nhun ca cc cng ty + Vic tht cht cc chnh sch ti chnh ca cc ngn hng dn n kh khn trong vic vay vn u t.cng l nguyn nhn dn ti nhu cu mua sm gim st Giai on ny Guess gim k hoch m rng tp trung nhiu hn vo u t ci to, tng cng c cu vn. Thng hiu thi trang ny kin tr ci thin phong cch lin tc cho ra i nhng sn phm hp dn v ph hp hn, cng lc vi vic y mnh tip th v qung co duy tr hnh nh thng hiu. Kt qu l Guess c ghi nhn nh mt trong nm thng hiu hng u trong tng chi tiu ca mt c gi tr ti M. 1.2 Mi trng cng ngh M c nh gi l mt cng quc v cng ngh. S ci tin v pht minh c mt khp ni t cc sn phm dn dng n cc sn phm ng dng trong y t, gio dc v nhiu lnh vc khc bao gm c cng ngh cho an ninh quc phng. Lng pht minh sng ch v ci tin khoa hc k thut tng ln nhanh chng. Bng n v cuc cch mng v thng tin v truyn thng. Xut hin
CNG TY GUESS 14 NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

nhiu loi my mc v nguyn liu vt liu mi vi nhng tnh nng v cng dng hon ton cha tng c trc y. Xut hin cc loi vt dng chm sc c nhn cng ngy cng nhiu. Cc phng tin truyn thng v vn ti ngy cng hin i v r tin hn dn ti khng gian sn xut v kinh doanh ngy cng rng ln hn. Mi nm cc nh khoa hc M a ra cc hng triu pht minh v khoa hc cng ngh, mang li tin ch tht s cho cuc sng mi ngi. ng thi ,vi s pht trin ca cng ngh thng tin h tr cho vic qun l, kim sot cht ch trong hot ng kinh doanh nhng th trng khc nhau, thu ht khch hng qua h thng qung co c th xut hin mi lc mi ni h tr vic ra quyt nh nhanh chng. Cng ngh ngy cng tr thnh nhn t then cht quyt nh s thnh bi ca cng ty, v cng l yu t ro cn nhp cuc ca cc cng ty trong ngnh. C hi Vic ci tin lin tc lm tng chiu cao ca ro cn nhp cuc trnh c s e da t cc i th.,y l c hi p dng cc thnh tu khoa hoc vo sn xut,vo qun l e da Nu cc cng ty trong ngnh khng bt kp vi s thay i mnh m v cng ngh th s d dng b tt hu.
Guess thit lp th trng bn l o (e-commerce) lu tr ti trang

web chnh thc ca hng, Thng 11/2002, Guess hp tc vi Amazon.com cung cp mt mng li mua bn trc tuyn rng ln hn. iu ny lm Guess khai thc c th trng rng ln v gim nhiu chi ph trong hot ng bng hng 1.3 mi trng vn ho x hi,nhn khu hc - M pht trin t mt nn tng vn ha a dng, tnh a dng v vn ha ny cng l yu t quan trng to nn tnh c th trong vn ha M. - M ch yu l dng ting Anh v mt s t dng ting Ty Ban Nha. - Tn gio(thng k nm 2004): + Tin lnh:54% + Cng gio La M: 24% + Khng c:10%
CNG TY GUESS 15 NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

+ Do Thi: 3% + Hi gio: 1% + Cc tn gio khc:4% - o c, thm m, li sng, ngh nghip: Ngi M c xu hng lm vic nhiu gi hn mi nm so vi cng nhn ti cc quc gia pht trin khc, dngngy l v ngh php t hn v ngn hn. - Phong tc tp qun truyn thng: Hp chng quc Hoa K l mt t nc rngln vi din tch hn 9 triu Km2. Nc M l mt x hi ly tnh bao dung v tnh a dng dn tc xy dng nn nn tng x hi v vn ho M giu tnh c th ca nc M. - Kt lun: Do c a dng tn gio, cng nh a dng chng tc dn n hnh thnh nhiu nhm vn ha khc nhau. Xung t tn gio, dn tc thng xuynxy ra cng vi nn phn bit chng tc cng nng n. Nhng y cng l mt u im ca M, pht trin kinh t a ng cc loi hnh kinh doanh C hi Vic a dng vn ha to cho ngi m nhiu c hi kinh doanh v c nhiu nhu cu nhiu lnh vc,cc cng ty d thnh cng khi a dng ha sn phm e da Vic a dng nhu cu s lm long cc nhu cu,nhu cu tng loi sn phm s it i.vic a dng vn ha,sc tc cng dn ti s xung t gia cc nhm vn ha,sc tc gy kh khn trong vn lao ng
Guess a dng ha cc sn phm,vi xut pht ban u ch l

nhng chic qun jean nhng hin ti Guess l mt hng thi trang vi khng ch qun o m cn l nc hoa, giy dp, ph kin thi trangphc v cho nhiu phn khc th trng t ngi gi ti tr em,cho hu ht mi la tui,mi tn gio,sc tc.iu ny em li th phn ln cho Guess 1.4 Mi trng chnh tr php lut Nc M c coi l mt trong nhng quc gia c mi trng kinh doanh, mi trng cnh tranh thng thong, trt t, n nh v kh bnh ng nh: Bo v v duy tr cnh tranh c coi l mc tiu trng tm bng cch khng cho php c quyn, cm cnh tranh khng lnh mnh v loi b hnh ng phn bit v
CNG TY GUESS 16 NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

cu kt v gi, bo v quyn li ca ngi tiu dng bng cch cm nhng hnh thc kinh doanh, cnh tranh thiu cng bng v mang tnh la di. Nhn chung, hu ht cc iu lut ca chnh ph tc ng n doanh nghip u l v mc ch dn dt doanh nghip i ng hng ca mnh ti a ha li nhun da trn vic ti a ha li ch ca khch hng. C hi: To ra mi trung thng thong hn cho ngnh pht trin da trn 1 mi trng php l bn vng. e da T do ha to ra nhiu i th cnh tranh trong ngnh hn.
Mc ch ca Guess lun l ha li nhun da trn vic ti a ha

li ch ca khch hng. 1.5 Mi trng ton cu Th gii ngy nay vi xu th hi nhp m nc M chnh l ngi i tin phong.vi s sp ca Lin x v s m ca ca Trung quc v cc nc x hi ch ngha cn li, hin ti bin gii gia cc quc gia m i rt nhiu. ngy nay cc quc gia trn th gii, c bit cc nc ang pht trin lun sn sng m ca v to iu kin cho cc tp on nc ngoi u t. H thng lut php ngy cng c ci tin v dn dn i n nhng chun mc chung thc y qu trnh pht trin v u t nc ngoi. Nhng vn ln v ni tri nht l khong cch v vn ho, s thch tiu dng gia cc vng min, quc gia, khu vc l mt cn tr i vi qu trnh thm nhp th trng ca cc hng. Theo tro lu ton cu ho th nhu cu chm sc c nhn bng cc sn phm c cht lng vi thng hiu ni ting lun c khch hng tin tng v mun nng cao gi tr cho mnh. C hi C hi ln cc cng ty m rng th trng,gia tng th phn, m rng sn xut e da S cnh tranh vi cc cng ty nc ngoi,i th cnh tranh nhiu hn. MI TRNG NGNH V CNH TRANH 2.1 Ngnh cng nghip thi trang v xu hng:

CNG TY GUESS

17

NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

i sng vt cht ca con ngi ngy cng nng cao, n ngon, mc p l xu hng chung ca th gii. Trong thi trang c hai hng ring bit: hng trnh din ngh thut v hng ng dng thc t. Hng trnh din ngh thut l cc nh thit k th hin tng thm m, th nghim cc k thut hay cht liu mi trong ct may. Cn hng ng dng thc t th s to ra nhng b qun o thng ngy m bn vn thy v mi ngi vn mc. Thng thng, nhng th nghim thin v trnh din ngh thut l tng ban u cho vic thit k cc mu thi trang ng dng. Cc b su tp nng v trnh din l to n tng v khng nh phong cch trc ng nghip, cc nh chuyn mn. Cn cc b su tp mang tnh ng dng th nhm ti s ng ngi tiu dng. l hai mt khng th tch ri ca thi trang. Thiu mt trong hai ci, thi trang s mt i tnh cht c trng. V thi trang l tng hp ca ngh thut v kinh doanh. Thi trang l mt sn phm hng ha ch yu trn th gii. Tuy nhin vi s pht trin ca qung co v marketing, nhng nhn hiu ni ting ang tr thnh mt trong nhng mt hng a thch ca ngi tiu dng. Ngy cng nhiu ngi b hp dn bi hng hiu v h cho rng n th hin c ng cp v phong cch sng ca mnh. Mc d phong cch thi trang, mu m v cht lng vn quan trng, nhng hin nay rt nhiu thng hiu ni ting ang chuyn hng tp trung vo nhng nguyn tc v trch nhim x hi, v nhng thng hiu ny c nhng li th ring trn th trng lao ng ton cu. Nhng v b bi v vic bc lt nhn cng tn t trong thp nin 90 l mt hi ci cnh bo cho thi qun l c ng thi mang n mt nhn thc mi cho ngi tiu dng khi la chn sn phm. Nhng cng ty thi trang ln buc phi nh gi li hot ng sn xut v trit l sn xut ca mnh. Ngi tiu dng ang ngy cng hng v nhng nhn hiu quan tm n s pht trin ca con ngi v nhng quc gia sn xut ra sn phm .
2.2

M hnh nm lc lng cnh tranh: 2.2.1. i th cnh tranh tim tng:

Thi trang l mt mnh t c tim nng pht trin rt ln, c s yu thch v ng h ca nhiu gii trong x hi. S u i ngy cng ln ca cng chng vi thi trang to iu kin cho lnh vc thi trang pht trin rng. Do
CNG TY GUESS 18 NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

ro cn gia nhp ngnh thp, nhiu i th cnh tranh trong nc v khu vc cng nh cc i th cnh tranh ton cu ang ngy cng gia tng. Cc i th cnh tranh u c kh nng m rng qui m th trng tng li nhun. V ro cn nhp cuc thp nn cc i th cnh tranh tim tng l mt trong nhng mi e da ln i vi Guess. Nhng yu t tc ng n ro cn nhp cuc i vi Guess bao gm nhng kha cnh sau: S trung thnh nhn hiu Cuc sng cng pht trin, nhu cu thng thc ci p ngy cng ln. Trang phc lm p khng ngng thay i p ng nhu cu thi trang, lm p v hin i. i vi cc mt hng thi trang th s khc bit v tnh thi trang ca sn phm lun l tiu ch u tin trong s la chn ca khch hng, tm l khch hng lc no cng mun dng nhng sn phm khc hn vi mi ngi v thch s dng nhng mc hng theo mt th hin c tnh v ng cp. iu cho thy s trung thnh nhn hiu trong ngnh may mc l thp v khch hng c th la chn sn phm t nhiu nh sn xut khc nhau. Hin ti khch hng c xu hng chuyn sang nhng mu thi trang bt kp nhanh chng th hiu ca gii tr nhng gi r, trn th gii th rt nhiu thng hiu khc nhau tuy nhin Guess vn l mt trong nhng thng hiu c cng nhn rng ri nht trn th gii. c bit n vi s sng to v thit k mi l, c o lun lm tho mn nhu cu ca tt c mi khch hng. Trong hn 2 thp nin qua, Guess lun l ngi dn u ngnh thi trang vi nhng sn phm hon ho v c o trong qung co. Guess mang n cht lng vnh cu trong tt c mi trang phc dnh cho nam gii, ph n v tr em. Nhng gi tr ct li ca Guess lun c gi vng ngay c khi Guess khng ngng m rng sn phm phc v cho mi nhu cu lm p. Chi ph chuyn i c bit i vi ngnh thi trang, khch hng khng chu s ph thuc vo sn phm ca mt thng hiu nht nh, chnh v vy h khng phi b ra chi ph khi chuyn t sn phm ca cng ty ny sang sn phm ca cng ty khc. Mt khi s thch, th hiu thay i th khch hng c th d dng chuyn sang tiu dng sn phm ca cng ty khc m khng phi b ra bt k chi ph no nh l mt s ngnh khc(nh ngnh my tnh, ).
Li th chi ph tuyt i, tnh kinh t ca quy m

CNG TY GUESS

19

NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

L mt trong nhng thng hiu hng u, c uy tn v nh hng su rng nht trong th gii thi trang, iu cho php Guess c li th v cht lng v s tin tng ca khch hng cao hn so vi nhng ngi nhp cuc. Cc cng ty ca Guess phn ln u c quy m ln v phn b cc nh my sn xut ca mnh nhiu ni trn th gii. Nh chng c tnh kinh t ca quy m. Nhng iu ny gp phn nng cao ro cn nhp cuc. Cc quy nh ca chnh ph Chnh ph lun khuyn khch cc c nhn, t chc tham gia vo ngnh hng thi trang, c bit l ti cc quc gia ang pht trin v y l ngnh to ra nhiu vic lm cho nn kinh t. Hin nay, vi qu trnh ton cu ha, t do ha thng mi, cc quc gia c xu hng m rng vic giao lu bun bn. iu ny gp phn to thun li cho cc cng ty bnh trng hot ng sang cc quc gia khc m t chu nh hng bt li t cc quy nh ca chnh ph so vi trc y. S tr a Hin ti ang c rt nhiu cng ty ln kinh doanh trong ngnh. Cc cng ty ny u c tim lc, sc mnh, kinh nghim dy dn nn bt k i th tim tng no mun gia nhp ngnh cng phi tnh n phn ng t nhng cng ty nng k ny. Hin nay Guess vn ng sau nhng tn tui ln trong lnh vc thi trang, nh Dolce, Gabbana, Prada, v TAG Heuer . Ngoi Gucci, nhng thng hiu hng sang c chn nhiu nht l Chanel, Calvin Klein, Louis Vuitton, Christian Dior, Versace, Giorgio Armani, Ralph Lauren, Prada, v Yves Saint Laurent. Tm li: Mc d ch mt vi yu t lm nng cao ro cn thm nhp ngnh nhng nhn chung li xu hng c bn ca ro cn nhp ngnh vn l thp. 2.2.2. Cnh tranh gia cc i th trong ngnh: xem xt mc cnh tranh, cng ganh ua ca cc i th trong ngnh,cn phi tnh n 3 nhn t chnh: (1) cu trc cnh tranh ngnh, (2) cc iu kin nhu cu, (3) ro cn ri ngnh. Cu trc cnh tranh Ngnh cng ty ang hot ng bao gm rt nhiu cng ty hot ng v c th ni hin nay cha c cng ty no tht s gia v tr thng tr trong ngnh v vy Thi trang c th coi l mt ngnh phn tn

CNG TY GUESS

20

NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

Cc cng ty cnh tranh Cng ty phi i mt vi s cnh tranh khc lit t nhiu i th cnh tranh c trong khu vc v trn th gii, nhiu knh phn phi khc nhau a dng vi mc gi bn l. c bit, cng ty hin ang phi i mt vi s cnh tranh khc lit t cc mt hng trung cp v gi r. Nhng i th cnh tranh tiu biu ca Guess hin nay l: nh Abercrombie & Fitch, The Gap, Polo Ralph Lauren, D&G jeans, Dolce, Gabbana, Prada, v TAG Heuer Chanel, Calvin Klein, Louis Vuitton, Christian Dior, Versace, Giorgio Armani, Ralph Lauren, Prada, v Yves Saint Laurent Cc iu kin nhu cu: Hin nay nhu cu v sn phm ca Guess ang c tng cao, Guess c v s nhng ca hiu c lp v v tr trong hu ht cc siu th v trung tm mua sm ni ting nht th gii. C khong 200 ca hng Guess trong phm vi nc M. Xt v mng li phn phi trn ton th gii, Guess c n 450 ca hng hin din ti 37 quc gia. Ro cn ri ngnh Ro cn ri ngnh ca cng ty tng i cao. L do l v: Thng hiu rt ni ting trn ton cu. Chi ph c nh ri ngnh cao. Cng ty xy dng h thng cc cng ty con v cc ca hng c mt nhiu nc trn th gii, ng thi u t ln vo cc nh xng v my mc thit b. Ngoi ra, khi ri ngnh phi tip tc chu chi ph lng, tin bo him tr cho cng nhn, Cc yu t ch yu gip cng ty cnh tranh trn th trng bao gm: ch nhm ca Guess khng ch n thun l bn sn phm, m cn nhm cung cp cho khch hng cc dch v cao cp lin quan n thi trang, kt ni h vi cc nh thit k hng u, ng thi h a ra nhng d bo, xy dng khuynh hng thi trang cho cc dng sn phm Guess Cc nhn hiu c a thch vi chin lc Marketing mnh m, hiu qu

D on v phn hi li cc thay i trong nhu cu ca khch hng kp thi

CNG TY GUESS 21 NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

Cung cp cc knh phn phi bn l mt cch hiu qu Gi tr ca sn phm tng thch vi gi bn sn phm To tnh kinh t cnh tranh cho cc khch hng bn s Nhn vin bn hng c tuyn chn v o to kh bi bn 2.2.3 Nng lc thng lng ca nh cung cp: i vi ngnh nng lc thng lng ca nh cung cp c th c coi l yu. Bi l, cc cng ty trong ngnh c mt danh sch rt nhiu cc nh cung cp t nhiu quc gia khc nhau. Hn na, li khng c s khc bit ln v nguyn liu gia cc nh cung cp ny nn cc cng ty trong ngnh c th d dng chuyn i qua li gia cc nh cung cp. 2.2.4 Nng lc thng lng ca ngi mua: Ngi mua ca cng ty l nhng khch hng tiu dng cui cng, cc cng ty phn phi (thng qua cp php), cng nh cc nh bn bun bn l. H c th chuyn i qua sn phm ca cc cng ty khc cc i th cnh tranh ca cng ty. V th,nng lc thng lng ca ngi mua l tng i cao.Tuy nhin Guess l mt trong nhng nh cung cp hng ha c nhn cao cp hng u th gii, cc mt hng thi trang sang trng cht lng cao trn th gii v vy Guess tin tng s p ng tt nhu cu ca khch hng. 2.2.5 Sn phm thay th: Sn phm thay th ca ngnh thi trang l cc sn phm c sn xut t cc vt liu mi, thay v sn xut bng cc vt liu truyn thng nh hin nay. 2.3 Chu k sng ca ngnh :

Nhu cu

CNG TY GUESS Pht sinh Tng trng Ti t chc

22 Suy thoi Bo ha

NHM UP Thi gian

QUN TR CHIN LC

GVHD: NGUYN XUN LN

Mua sm tr thnh mt phn khng th thiu trong tt c cc tour du lch. i vi du khch, Singapore, Thi Lan, Qung Chu, Thm Quyn hay Hng Kng c bit n nh nhng trung tm mua sm ng c, sm ut bc nht trong khu vc. Tuy nhin, ch nhm ca nhng v khch snh iu li chnh l nc M - ni tp trung mi nhn hiu ni ting vi cht lng m bo m gi c li mm hn rt nhiu. New York l mt trong bn ci ni thi trang ca th gii. Do b trn i l s 5 v Trung tm thng mi Rockefeller New York, du khch c mn nhn vi nhng ta nh sang trng san st nhau, ni bn v trng by mu thi trang mi nht ca nhng nhn hiu ni ting hng u ca , Php, M, c, Ty Ban Nha, Thy S nh Louis Vuitton, American Eagle, Giorgio Armani, Versace, Tiffany's, Hermes, Hugo Boss, Banana Republic, Bergdorf Goodan, Trump Tower ... Tuy nhin gi c ca hu ht cc mt hng ti nhng trung tm mua sm khu vc ny thng ch dnh cho gii thng lu, nhng ngi ni ting snh iu v mt b vy o, mt chic ti, mt i giy, mt chic ng h eo tay hay ch l mt chic bt mc c gi t vi trm n hng ngn la l chuyn bnh thng. C l th gii hng hiu r, p, tt vi nhng chng trnh khuyn mi ln v ph hp i a s du khch cng nh ngi dn a phng l nhng khu Outlet Mall rng ln. Ti y, hng ho khng thiu th g t nhng nhn hiu ni ting th gii nh: Nike, Adidas, GAP, Tommy Hilfiger,Burberry, DKNY, Guess, Dolce & Gabbana, Giorgio Armani, Forever 21, PoLo Ralph Lauren, Calvin Klein, Levis, Valentino, Gucci, Versace, Sunglass warehouse . nhng gi c thp hn t 25 n 50% so vi hng hiu by bn cc trung tm mua sm thng thng. Bi vy, khng c g l khi khu mua sm Primer Outlet Mall ti Las Vegas v Barstow Outlet trn ng t Las Vegas i Los Angeles lun thu ht khch mua sm ln nht. Khng ch thanh nin, ph n m c cc qu ng cng b ht vo nhng ca hng y p giy dp, qun o, ti v, vali, ng h, knh, tr em. Mi nm, hn $ 250 t l chi tiu vo thi trang (bao gm c ph kin) ti Hoa K v trn $ 20 t ng doanh thu c to ra hng nm,vi nhng con s trn ni ln s hp dn ca ngnh thi trang M,s cnh tranh gay gt ca cc hng thi trang ni ting M cng gp phn to nn mt th trng thi trang y si ng,v cng ngy cht hp nn Tommy Hilfiger, Victoria Secret, Gap... l nhng thng hiu thi trang M ang 'tn cng' chu u khi h mun tip tc tng mnh doanh thu 2.4 i th cnh tranh : Vi mt th trng hp dn nh thi trang,rt nhiu hng thi trang ra i v cnh tranh gay gt ln nhau..v Guess khng phi l ngoi l. i th cnh tranh trc tip.

CNG TY GUESS

23

NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

GES Vn ha th trng: Nhn vin: 2.64B 15

ANF 5.35B 9000 22,90% 3.79B 63,93%

GPS 8.29B 134 2,10% 14.70B 38,98%

RL 11.86B 24 32,40% 6.03B 59,13% 1.16B 15,93%

Cng nghip 812.08M 4.57K 3,10% 998.87M 43,71% 96.45M 6,15%

Qtrly Rev tng trng (so vi cng k): 17,30% Doanh thu (ttm): Tng Li nhun (ttm): EBITDA (ttm): Hot ng Li nhun (ttm): Thu nhp rng (ttm): EPS (ttm): P / E (ttm): PEG (5 nm d kin s): P / S (ttm): 2.64B 43,63%

502.84M 591.26M 2.44B 16,19% 9,45% 12,42%

273.37M 199.01M 1.09B 2,97 9,59 0,68 1,02 2,20 27,94 1,15 1,47 1,83 8,85 1,37 0,58

630.90M N / A 6,44 20,14 1,69 2,12 0,96 15,41 1,01 0,69

ANF = Cng ty Abercrombie & Fitch GPS = Gap Inc . RL = Polo Ralph Lauren Corp. Cng nghip = Ca hng qun o 2.5
2.5.1

Nhn t then cht cho thnh cng ca ngnh : Thng hiu ni ting:

Nhng thng hiu thi trang cao cp hng n vic tch bit khch hng ca mnh ra khi m ng thng qua nhng biu hin v s giu c v a v. Tuy khng ai trong chng ta mun cng khai tha nhn, nhng chng ta u rt kht khao c cm thy mnh ng cao hn ngi khc. Cc thng hiu c gn cho nhng t nh sang trng, qu phi, cao cp nhm lm cho con ngi cm thy tha mn hn mt cht v quyt nh ca h khi b tin ra mua
CNG TY GUESS 24 NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

mn hng. Bng cch , uy tn thng hiu tho mn mong mun ca con ngi mt cch tinh t. Chng khng cnh tranh bng gi c hay tin ch, m tc ng vo tm thc v cm nhn ca ngi tiu dng. Hn bn cng nhn thy rng thng hiu thi trang cao cp ang bn cho ngi tiu dng mt gi tr xa x nhng v hnh. Cc thng hiu thi trang cao cp cng l mt v d in hnh cho nhn nh trn, bi hu nh cha bao gi ngi ta mua chic o hiu Chanel ch v gi tr s dng thc s ca n. 2.5.2 Mu m a dng, phong cch c o: Ai cng bit rng th trng thi trang ph thuc v gn lin vi th hiu. M s thch v th hiu ca con ngi li thay i lin tc. Do vy th gii thi trang cng phi i thay thng xuyn v rt nhanh chng. Nu cng ty no khng chu i mi sn phm nhu cu ca th trng, cng ty s b chnh khch hng loi tr. Thng hiu ni ting vi phong cch ring v c o l s kt hp hon ho to nn li th cnh tranh cho cng ty. 2.6 Tnh cnh tranh v hp dn ca nghnh

Kinh doanh Thi trang l mt ngnh kinh doanh mang li nhiu li nhun . T nhng nh thit k hng u n c nhng ngi bn l, tt c u mun chim mt phn bo b ca th trng cc k hp dn ny. Nn s cnh tranh l ht sc gay gt. Thm vo , xu hng thi trang lun thay i nhanh chng, nhu cu v thi trang cng ngy cng gia tng, nn cc cng ty phi lin tc ci tin sn phm tha mn khch hng. Nhng sn phm mi c th gip cc cng ty thay i v th cnh tranh ca mnh trong ngnh. C th : Guess :Cho n mt ma mi, b su tp Thu ng 2010 ca Guess c ti Vit Nam. Vi m hng t thp nin 70, b su tp gii thiu nhng sn phm mang mu sc v cht liu ring, tr thnh du n ca hng. Louis Vuitton: Theo t Womens Wear Daily, tp on thi trang khng l Louis Vuitton Moet Hennesy cng b kt qu kinh doanh na u nm 2011 vo ngy 26 thng 7 va qua vi li nhun tng 25%. Chng ti bc vo na sau ca nm vi nim t tin vo s sng to, cht lng sn phm cng nh tnh hiu qu ca i ng nhn vin nhm theo ui s tng trng th phn hn na

CNG TY GUESS

25

NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

ti cc th trng vng mnh cng nh nhng th trng tim nng ang xut hin, Bernard Arnault, ch tch kim CEO ca cng ty LVMH cho bit. V Guess: Ra mt ma xun/h nm 2010, nhn hiu Guess li tip tc ph trng nhng mu thi trang jeans vi nhiu kiu dng. Trang phc jeans cn i km vi cc sn phm khc ca Guess nh ti xch, giy bt jeans cng trang sc to s ng b v im nhn thu ht trong thi trang ca gii tr. Bi hi t trong thi tran jeans ca Guess khng ch p m cn cha ng nt phng khong v s gi cm cho ngi mc. 2.7 nh gi chung:

1. C hi: Guess s tip nhn vic sp nhp, hoc hnh thnh lin minh chin lc vi cc cng ty hng sang trng khc trong khi tp trung vo th trng mnh m nh chu u hoc cc vng Greater Trung Quc. Cc chi nhnh ca Guess ch hot ng v thng mi trong mt s lng tng i nh cc nc trn th gii. V th, iu ny s m ra c hi cho cc doanh nghip trong tng lai trong vic m rng th trng tiu dng khc nhau, nh nhng ngi Trung Quc v n . Cc a im mi c m v cc chi nhnh giao dch Guess nhng c hi khai thc pht trin th trng. iu ny c th dn ti s a dng ca cc chi nhnh ca cng ty t cc trung tm ln n a phng da trn cc trang web. C hi tn ti cho Guess tip tc vi chin lc hin nay ca vic thnh lp chi nhnh ln trn ton th gii. Guess lin tc m rng, vi rt nhiu c hi trong tng lai khai thc thnh cng. Cc hi ng a phng ca Guess ang trong qu trnh khuyn khch cc doanh nghip a phng vi cng vic bt c khi no c th. Cc i th cnh tranh ca Guess c th c lm chm thch nghi vi hng ha cao cp mi nht. 2. e da:

CNG TY GUESS

26

NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

L mt nh bn l ton cu c ngha l Guess c th c tip xc vi vn chnh tr trong cc quc gia ni cng ty hot ng.

Cc chi ph sn xut ca hu ht cc sn phm tiu dng c xu hng ri v

chi ph sn xut thp hn. Chi ph sn xut gia cng phn mm v ri vo khu vc chi ph thp trn ton cu. Hin tng ny c th dn n s cnh tranh v gi c, do s dn n vic gim pht ca gi c trong phm vi khc nhau. Gi c cnh tranh d di chc chn phi c coi l mt mi e da Cc bc pht trin mi nht trong cng ngh thng tin c th thay i cc th trng c kh nng thch thc ca cng ty thch ng vi nhng thay i ny. Mt thay i nh v trng tm ca mt i th cnh tranh ln, c th qut sch bt c v tr th trng m Guess t c qua nhiu nm. iu ny c th buc cc cng ty chuyn phn ng nhanh chng, nhng cc dch v gi tr tt cc doanh nghip a phng. iu ny s gy p lc qu nhiu vo i ng nhn vin t vn ca cng ty thng bo vi nhng thay i mi nht trong cng ngh, ni c th.

CNG TY GUESS

27

NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

PHN III: PHN TCH MI TRNG BN TRONG I. IM MNH V IM YU

1. im mnh: Th trng: Jean t lu khng cn l trang phc lao ng tm thng m c xem l thi trang cao cp v l mt ngnh kinh doanh tr gi 10 t USD ti Hoa K. T nhng nh thit k hng u n c nhng ngi bn l, ai ai cng mun chim mt phn bo b ca th trng cc k hp dn ny. Trong cuc chin nng bng ny, Guess t tin ginh c v tr thng hiu hng u vi kiu dng thi trang mi l sng to v cht liu c o. Mng li phn phi rng: Mt im thun li na ca Guess 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 thi trang trn ton cu.Vi thun li ny th Guess s cung ng dch v v p ng khch hng tt hn. Ch tnh ring cc ca hng bn l, Guess c v s nhng ca hiu c lp v v tr trong hu ht cc siu th v trung tm mua sm ni ting nht th gii.Tnh n nm 2009 c khong 200 ca hng Guess trong phm vi nc M. Xt v mng li phn phi trn ton th gii, Guess c n 450 ca hng hin din ti 37 Quc Gia.Hin nay th Guess c cp php s hu v nh phn phi ti 232 ca hng bn l ti 77 quc gia trn khp Bc M, Nam M, Chu u, Chu , Chu Phi, v c Gi tr thng hiu: Guess c xem l mt trong nhng thng hiu hng u c uy tn v nh hng su rng nht trong th gii thi trang ngy nay; l biu tng ca s sng to v thit k mi l c o lun lm tho mn nhu cu ca tt c mi khch hng. Trong hn 2 thp nin, Guess lun l ngi dn u ngnh thi trang vi nhng sn phm hon ho v c o trong qung co. Guess mang n cht lng vnh cu trong tt c mi trang phc dnh cho nam gii, ph n v tr em. Nhng gi tr ct li ca Guess lun c gi vng ngay c khi Guess khng ngng m rng sn phm phc v cho mi nhu cu lm p trong cuc sng con ngi. Ngun ti chnh mnh:

CNG TY GUESS

28

NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

Guess 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 kh khn hn v sc p cnh tranh nhng hng nm, Guess c th tng trng doanh thu t $ 2.1B - $ 2.5B. n tng nht, cng ty c th lm gim t l phn trm doanh s bn hng dnh cho chi ph thu thu nhp t 5,43% n 5,10%. y l mt im quan trng dn n s tng trng t $ 242.8M n $ 289.5M. 2. im yu Nim tin ca cc nh u t vo Guess cn hn ch (limited investor confidence): nh sn xut qun o M Guess a ra mt trin vng ng tht vng cho nhng thng cn li ca nm, vi l do mt nn kinh t kh khn v mi trng cnh tranh khc nghit, bo co thu nhp tt hn d kin trong qu th hai, nhng cho bit s st gim gn y trong nn kinh t ton cu.."Gn y chng ta thy bin ng tng v khng chc chn trong th trng ti chnh trn th gii v nn kinh t ton cu," Gim c iu hnh Paul Marciano. "Nh chng ta bit t trc, bin ng ng k c th nh hng n nim tin ca ngi tiu dng." V c phiu ca guess n gim 4,8% sau Guess to ra hn 40% doanh thu ca h chu u, ni cc cuc khng hong n quc gia ang lm tn thng nhiu nn kinh t. Guess c thc hin cc bc a dng ha thu nhp chu u ca mnh t , t nc vn chim khong 40% ca tng s khu vc ny. Nu khng c cc du hiu chng t Guess thot khi tnh trng b nh hng bi tnh hnh kinh t trn th lo ngi ca cc nh u t vo c phiu ca Guess tip tc l mi lo ca cc nh qun tr Guess II. CC KHI C BN TO LI TH CNH TRANH

1. Cht lng vt tri: - Guess l thng hiu ni ting ton cu. Nhng mu thit k mang v p tr trung v hin i ca Guess l s la chn tuyt vi ca gii tr.Phong cch hin i, thit k sc so vi hnh thu s t sng ng trn nn logo Guess. cao su chc chn, nng ngSn phm ca Guess khng ch a dng v kiu dng, lun lun m bo v cht lng Mt v d v cht lng vt tri l ng h Guess tr thnh mt trong nhng thng hiu ni ting nht trn th gii nh vo cc chin dch qung co
CNG TY GUESS 29 NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

v mt s cc chin dch sn phm thnh cng m h kim c mt s gii thng. y l thng hiu ng h c s dng trong b phim "Back to the Future", v t cc ngi sao ni ting trn ton th gii thng s dng sn phm ca h. Cng ty thit k ng h trong hn 25 nm, bt u t nm 1984, nhn hiu ng h ca h nhanh chng tr thnh lnh vc kinh doanh mang li nhiu li nhun nht. Cng ty a ra mu ng h phin bn gii hn vo nm 2004 khng ch k nim s thnh cng ca thng hiu m cn khin cho phong cch v s ni ting ca h tr nn rng khp trn th gii.D thnh cng dng sn phm trung lu, Guess vn quyt nh lin doanh vi cc thng hiu ng h cao cp trn th trng cnh tranh vi cc i th nh D&G v Armani. C rt nhiu thng hiu th v tht bi v khng th cnh tranh vi cc ng ln ca ngnh cng nghip, tuy nhin ng h Guess thnh cng trong vic lm cho tn tui ca mnh tr thnh mt thng hiu ng h cht lng cao c nhiu ngi ni ting trn khp th gii s dng.ng h do Guess thit k lun dn u trong cc xu hng v phong cch thi trang qua cc nm v iu ny c th hin bi vic cc nhn vt ni ting u s dng nhn hiu ny. Paris Hilton thng c trng thy eo ng h Guess v nhiu ngi sao khc trng rt th thao vi dng sn phm cao cp ny, khin cho sn phm ca Guess tr nn c mong mun trn ton th gii.Khng ch c cc ngi sao n l fan hm m ca dng sn phm Guess m mt lng ln cc ngi sao nam cng s dng nhng mu ng h thanh lch v nam tnh ca Guess. ng h nam ca Guess trng ng hn ng h n, nhng khng km phn sang trng v c sn xut bng cht liu cht lng cao. Trit l lm vic ca Guess c th hin r nt thng qua nhng mu thit k tinh xo vi phong cch c trng nhm tn vinh nt p con ngi. Phong cch c trng ca M cng vi i nt phng Ty mang n cho trang phc Guess mt v c o mi l, va c in va tr trung, hin i. Vi cc sn phm Guess, khch hng c th t do to nn cho mnh mt phong cch thi trang ring. Ni ting v cht lng, l ngi m ng cho cc phong cch thi trang mi, Guess mang n nhng b su tp thi trang a dng cho nam, n, v c tr em. Ngy nay, Guess Inc. tr thnh mt trong nhng thng hiu hng u, c uy tn v nh hng su rng nht trong th gii thi trang. Guess c coi l biu tng ca s sng to v thit k mi l, c o lun lm tho mn nhu cu ca tt c mi khch hng. Trong hn 2 thp nin qua, Guess lun l ngi dn u ngnh thi trang vi nhng sn phm hon ho v c o. Guess mang n cht lng vnh cu trong tt c mi trang phc dnh cho nam gii, ph n v tr em.
CNG TY GUESS 30 NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

2. Ci tin vt tri: Guess lun mun tr thnh cng ty thi trang s mt ton cu, t tng lun nm lng vi tng nhn vin ca mnh .thng qua nhng sn phm c o v khc bit, nhng nhn vin ca Guess th hin khc vng khm ph nhng sn phm mi, c o v tin ch cho khch hng. Nhng sn phm nng lng ca Guess lun c coi l nhng sn phm mi, khng ng hng.Chnh s ci tin vt tri cho Guess c nhng li th ln trong cc sn phm ca mnh v kha cnh c o. Mt in hnh l nm 2000. Qun jeans sexy v qun short ngn c trnh din bi nhng siu mu Naomi Campbell, Claudia Schiffer, Anna Nicole Smith, Eva Herzigova t chy cc sn din v to nn cn st thi trang jean. khch hng hon ton cm thy tha mn cho nhu cu ca mnh v h sn sng tr gi cao hn so vi cc sn phm ca i th cnh tranh Guess c th t ho vi i ng nhn vin lm vic ht mnh v cng vic . T tng y gp phn tip thm sc mnh cho i ng ca Guess gia tng kh nng lm vic v sng to ra nhng sn phm mi phc v nhng nhu cu mi ca khch hng. Hng nm, chi ph u t cho nghin cu v pht trin ca Guess kh ln.. Tt c cc hot ng ci tin ca Guess u c mt mc ch duy nht l tao ra gi tr cho khc hng, nhng ngi tin tng h tht nhiu Ci tin chnh l nhng g c coi l mi hay mi l trong cch thc m mt cng ty vn hnh hay sn xut sn phm ca n. Guess c c li th cnh tranh nh s ci tin vt tri ca mnh so vi i th cnh tranh.Ngay t thu cha thnh lp cng ty, Ch tch u tin Anh em nh Marciano ca Guess lun i u trong vic hc tp cch thc mi to ra nhng sn phm mi. Bng chng l cch thc to ra Qun jeans sexy v qun short ngn. h chnh l nhng ngi truyn t tng lun i mi vo cng ty, vo mi nhn vin ca Guess. Nh vy, trong sut qu trnh tn ti v pht trin ca mnh Guess khng ngng ci tin v cho ra nhng sn phm c o, mi l. Nhng s ci tin vt tri ca Guess lun nhn c s n nhn tch cc t khch hng v cng chng. Khch hng sn sng tr gi cao cho cc sn phm mi, iu mang li li nhun cao hn cc i th. Danh ting ca Guess cng c lan truyn nh s nh gi tch cc ca d lun cho cc sn phm hng n s c o. Chnh danh ting ny gip Guess c th chng li nhng i th bt chc s thnh cng ca ci tin 3. p ng khch hng vt tri:

CNG TY GUESS

31

NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

Mt cng ty p ng khch hng tt phi c kh nng nhn din v tha mn nhu cu khch hng tt hn so vi i th cnh tranh. Guess c kh nng nhn din cc nhu v tha mn cc nhu cu tt hn i th bin s p ng khch hng tr thnh li th cnh tranh cho mnh. Xut hin u tin vi ch l nhng chic qun jean,nhng Guess nhanh chng nhn ra nhu cu ngy mt cao cho cc ph kin i km.v Guess cng nhanh chng tr thnh mt i gia cung cp cc sn phm nh:ti xch,mt knh,ng h,nc hoa Guess cng cp hng ha dch v phc v nhu cu c o ca khch hng hay nhm khc hng c bit. Cc nh lnh o ca Guess rt quan tm n thi gian phc v khch hng. S quan tm ny th hin trong vic cng ty m rng cc ca hng phn phi, cc i l ti nhiu ni trn khp th gii. bn cnh , cc dch v khuyn mi, hu mi cng c Guess rt ch trng. S phc v vt tri cng vi ci tin vt tri cho Guess c nhng li th cnh tranh so vi cc i th.Cng ging nh ci tin, Phc v khch hng vt tri cng c hnh thnh trong t tng ct li ca cng ty.. l nhng sn phm p ng khch hng trong cuc Khch hng hon ton c th tm kim nhng thng tin v cch s dng trc tip thng qua ca hng phn phn phi ca Guess hay trn cc trang Wed v sn phm.Guess chnh l ngi tin phong trong vic thc hin bn hng qua mng, nm 1999 , Guess thit lp th trng bn l o (e-commerce) lu tr ti trang web chnh thc ca hng, Thng 11/2002, Guess hp tc vi Amazon.com cung cp mt mng li mua bn trc tuyn rng ln hn. Ch tnh ring cc ca hng bn l, Guess c v s nhng ca hiu c lp v v tr trong hu ht cc siu th v trung tm mua sm ni ting nht th gii. C khong 200 ca hng Guess trong phm vi nc M. Xt v mng li phn phi trn ton th gii, Guess c n 450 ca hng hin din ti 37 quc gia.mt h thng phn phi rng ln nh vy gip khch hng tip cn vi cc sn phm ca Guess d dng hn. Chnh s phc v khch hng vt tri l yu t th hai to ra gi tr cho khch hng cao hn so vi cc i th. Tm li, cht lng , ci tin v s p ng khch hng l cc nhn t quan trng gip Guess c oc li th cnh tranh. Cht lng vt tri cho php cng ty i hi mc gi cao hn, s ci tin c th dn ti gi cao hn v chi ph n v thp hn. Ba nhn t ny cng nhau gip cho cng ty to ra gi tr cao hn bng vic h thp chi ph hay to ra s khc bit v sn phm ca n so vi cc i th, cho php cng ty lm tt hn i th ca n III. CC NGUN LC:
32 NHM UP

CNG TY GUESS

QUN TR CHIN LC

GVHD: NGUYN XUN LN

1. a. Nm Doanh thu Tng doanh thu Tng Chi ph 80,22 Li nhun gp

Ngun lc hu hnh: Ngun lc ti chnh: 2011 2,487.29 2010 2,128.47 2009 2,093.39 2008 1,749.92 2007 135,95

2,487.29 2,128.47 2,093.39 1,749.92 135,95 1,397.06 1,186.98 1,170.76 957,15 1,090.23 941,49 577,96 4,71 0,00 358,82 0,0 0,0 3,59 0,0 -11,35 922,63 569,40 24,44 328,79 0,0 0,0 -1,78 792,77 483,08 0,55 55,74 43,26 309,14 0,0 0,0 0,22

Chi ph hnh chnh 674,49 Chi ph bt thng 5,29 Chi ph hot ng khc 5,82 Hot ng thu nhp 12,48 Thu nhp li (chi ph) 0,0 Bn ti sn Loi khc

404,63 0,0 0,0 16,41

Thu nhp trc thu 426,67 366,64 343,25 312,01 12,72 Tng Thu thu nhp 126,87 115,6 103,78 124,1 4,89 Thu nhp sau thu 294,5 Li ch ca c ng -5,0 thiu s Vn ch s hu vo 0,0 cng ty con US GAAP iu chnh 0,0 Thu nhp rng 289,51 246,33 -3,57 0,0 0,0 242,76 0,0 213,56 215,03 -1,46 0,0 0,0 186,47 187,36 -0,89 0,0 0,0 7,98 7,84 0,15 0,0

Nhn vo s liu trn ta thy, cc thng s u tng qua cc nm t 2007 n 2011. Nhn vo nm 2007, doanh thu ca Guess ch c 135,95 triu USD, nhng n nm 2008 tr i th doanh thu tng vt. Doanh thu trong nm 2008 l 1,749.92 triu USD, v nm 2011 l 2,487.29 t USD. Nhn chung, tnh hnh ti chnh ca Guess c nh gi l mnh m v t v tr tt pht trin trong tng lai .

CNG TY GUESS

33

NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

Doanh thu ton cu tng 17% trong nm 2011 mt k lc 2,5 t USD nh l mt kt qu doanh thu tng ln trong tt c cc phn on kinh doanh ca chng ti. Thu nhp rng tng 19% n mc k lc 290 triu USD, v thu nhp pha long t k lc $3,11 cho mi c phiu, tng 19% so vi nm trc. Nm nay nh du nm th tm lin tip ca Guess doanh thu v tng trng thu nhp b. Ngun lc vt cht:

Mc d kinh t bt n lin tc, guess vn tp trung vo chin lc di hn l gia tng s hin din bn l . Guess tip tc m rng kinh doanh a dng ton cu. Th trng Chu u gp phn quan trng nht n doanh thu ca Cng ty v gip tng trng li nhun trong ti kha Nm 2011. Doanh thu chu u ca Guess tng hn 30% bng ng euro. Cc doanh nghip bn l v bn bun (may mc v ph kin) gp phn ng k vo vic m rng ca Guess. Khch hng ng h cho cc thng hiu GUESS vn rt mnh m, to ng lc cho Guess tip tc. Guess t c lc ko ng k Php, Ty Ban Nha v Anh, v trn th trng chnh ti . Guess cng m rng vo cc th trng mi, chng hn nh B v H Lan, ni m Guess tin rng thng hiu c tim nng ln. GUESS l thg hiu ni ting v c mt khp chu u, vi tng cng 474 ca hng trn khp khu vc so vi 71 ca hng ch nm nm trc y Guess tip tc thy c hi tng trng ng k chu u v Trung ng. S tip tc pht trin ti cc th trng mi nh Bc u v m rng s thnh cng ca Guess Ty v Nam u. Guess cng pht trin rt tt chu , ni m chin lc cho s pht trin lu di ca Guess, c h tr bi nh v thng hiu v cc ci tin trong cc chin lc bn hng caGuess. Tnh n nm 2011, doanh thu tng 36% vi vic m ca 43 ca hng v 80 nhng quyn thng hiu trn ton chu . Guess ang trong qu trnh xy dng mt t chc tm c th gii v c s h tng Hng Kng v Thng Hi Trung Quc, Guess m cc ca hng bn l ti cc thnh ph trng im v t c nhng tin b rt tt cc thnh ph cp thm nhp. Guess m hn 100 ca hng v nhng quyn trong ba nm qua Trung Quc, trong 40 cng ty thuc s hu ca Guess. Bc M, Guess thnh cng trong pht trin kinh doanh v ci thin tng th nng sut trong cc ca hng. Doanh thu tng 9% v chng ti phn phi
CNG TY GUESS 34 NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

tch cc trong mi ca hng l 2,9%. Nhn chung, ti chnh 2011 l mt nm th v cho m rng v i mi Bc M. Chng ti m 59 ca hng v a ra thit k ca hng mi cho G by GUESS, GUESS by Marciano, GUESS Accessories. c. Ngun lc k thut:

Chng ti thit k, tip th, phn phi v cp php kinh doanh nhng b su tp mang phong cch hin i .Cc ph kin cho nam gii, ph n v tr em phn nh li sng M v S nhy cm thi trang chu u. Th trng Guess di nhiu nhn hiu hng ho bao gm c GUESS, Guess, GUESS U.S.A., Jeans GUESS, Guess V Tam gic Thit k, Marciano, Question Mark v Tam gic Thit k, G &M, Kids, Baby Guess, YES, G by GUESS, Guess by Marciano. Cc dng bao gm cc b su tp t qun jean, overalls, vy, qun short, o cnh, o s mi, o jacket, hng dt kim v lt. Chng ti cng chn lc cho vic cp giy php sn xut v phn phi mt lot cc sn phm b sung bao gm knh mt, ng h, ti xch, giy dp, tr em v tr s sinh, bi, nc hoa, trang sc v cc ph kin thi trang. Sn phm ca chng ti c bn thng qua bn l, cc knh phn phi c cp php v bn hng online. Thng hiu l mt phn khng th tch ri vi vic kinh doanh ca Guess, mt ti sn quan trng chin lc v ngun gc chnh ca li th cnh tranh bn vng. Guess nhn mnh v thit k sn phm sng to v khc bit . Knh phn phi nhiu. Chng ti s dng bn l, bn bun, thng mi in t v cp giy php knh phn phi bn sn phm. Vic s dng nhiu knh khc nhau cng cho php Guess thch ng nhanh chng vi nhng thay i trong mi trng phn phi trong bt k khu vc c th no. Cp giy php hot ng. Guess hin ang c 18 giy php trong nc v quc t. Sn phm c cp php sn xut bao gm knh mt, ng h, ti xch, giy dp, tr em v tr s sinh, dt may, da, o khoc ngoi, nc hoa, trang sc v ph kin thi trang khc. Sn phm mang nhn hiu Guess ti cc th trng bao gm chu Phi, chu , c, Chu u, Trung ng, Trung M, Bc M v Nam M. Mua li v lin minh. Guess nh gi cc v mua li v lin minh chin lc. Theo ui nhng ai m Guess tin rng s h tr v ng gp cho cc sng kin tng trng tng th caGuess. Trong nm 2008, Cng ty hon tt vic mua li hng qun o tr em Barn Srl Chu u Trong nm 2006, chng ti mua
CNG TY GUESS 35 NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

li 75% c phiu ni bt ca chu u, S.r.l cng nh cho thu v ti sn ca bn ca hng bn l Italy. Trong nm 2005, chng ti hon thnh vic mua li 90% cn li ca Trang Phc Maco, SpA ("Maco"). Trong nm 2010, Guess cng tham gia vo cng ty lin doanh thuc s hu phn ln Php v cc qun o Canary vi cc i tc c cp php m cc ca hng bn l min ph trong cc khu vc ny. Chng ti hin ang hot ng 9 ca hng Php v 5 ca hng qun o Canary thng qua cc lin doanh ny. 2. a. Cc ngun lc v hnh: Cc ngun sng kin:

Thng mi in t tr thnh mt knh phn phi bn l b sung, gip ci thin quan h khch hng . Nm 2011, Guess a ra cc trang web m cho php khch hng trnh duyt v mua sm bng in thoi di ng. Dch v thng mi in t ca Guess c sn trn 23 quc gia, bao gm 6 ngn ng trn ton th gii. Qun jeans thn thin vi mi trng :Guess cng gii thiu qun jean thn thin vi mi trng bng cht liu denim ti ch cng nh bng hu c. b. Cc ngun danh ting:

Qun l cht lng: Chng trnh kim sot cht lng ca guess c thit k m bo rng cc sn phm p ng tiu chun cht lng cao . Guess kim tra cht lng nguyn liu v kim tra nguyn mu ca mi sn phm trc khi sn xut. Guess cng thc hin kim tra kim sot cht lng ngu nhin trong v sau khi sn xut, trc khi cc loi qun ri khi nh thu. V cui cng Kim tra ngu nhin cc loi qun nhn c ti cc trung tm phn phi. Guess tin rng chnh sch kim tra sn phm ti trung tm phn phi v ti cc c s ca cc nh cung cp quan trng l phi duy tr cht lng, nht qun v danh ting ca sn phm ca Guess. Vn mi trng : Guess v cc i tc cp giy php ,cc nh cung cp quy nh php lut a phng v php lut nc ngoi, php lnh iu chnh cc hot ng gy bt li cho mi trng (chng hn nh pht thi vo khng kh, thi nc, v cc th h, x l, lu tr v x l rn v cht thi nguy hi). Guess cng ra php lut, quy nh, php lnh p t trch nhim cho cc chi ph lm sch hoc khc phc hu qu khc gy nhim, bao gm c thit hi do s c trn,thanh l, nhng bn hoc cc phin bn khc ca cc cht c hi, cht thi. Mt s hot ng ca Guess v cc i tc cp giy php,cc nh cung cp,
CNG TY GUESS 36 NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

thng xuyn lin quan n vic x l ha cht v cht thi. Guess khng pht sinh, v khng phi chu bt k chi ph ng k hoc trch nhim php l cho vn mi trng. T chc ca Guess tip tc c dn dt bi mt i ng qun l mnh m , v tr ti chnh vng chc v c cu vn s cho php Guess tn dng nhng c hi tng trng to ln trong nhng nm ti. c. Nhn s

Nhn vin: 15.000 Nhn vin chnh thc tng trng : 18,1% Trong cc cch to ra nng lc cnh tranh ca cng ty, th li th thng qua con ngi c xem l yu t cn bn. Con ngi c xem l ngun lc cn bn v c tnh quyt nh ca mi thi i. Ngun lc t con ngi l yu t bn vng v kh thay i nht trong mi t chc. Guess ang tm kim cc c nhn mong mun v am m duy tr cam kt ca chng ti l th lc c cng nhn v c nh hng trong ngnh cng nghip may mc .GUESS Duy tr cc tiu chun dch v cao bng cch thu nhn vin c thm quyn v thc y chin lc t bn trong. Tip tc cng hin v cam kt ca cc nhn vin ca h l ng lc thc y GUESS. Chuyn gia ti nng dn dt cng ty vi tm nhn thnh cng. 3. Cc kh nng tim tng:

Thng hiu l mt phn khng th tch ri vi vic kinh doanh ca Guess, mt ti sn quan trng chin lc v ngun gc chnh ca li th cnh tranh bn vng. Guess nhn mnh v thit k sn phm sng to v khc bit . Knh phn phi nhiu. Chng ti s dng bn l, bn bun, thng mi in t v cp giy php knh phn phi bn sn phm. Vic s dng nhiu knh khc nhau cng cho php Guess thch ng nhanh chng vi nhng thay i trong mi trng phn phi trong bt k khu vc c th no. Cp giy php hot ng. Guess hin ang c 18 giy php trong nc v quc t. Sn phm c cp php sn xut bao gm knh mt, ng h, ti xch, giy dp, tr em v tr s sinh, dt may, da, o khoc ngoi, nc hoa, trang sc v ph kin thi trang khc. Sn phm mang nhn hiu Guess ti cc th trng bao gm chu Phi, chu , c, Chu u, Trung ng, Trung M, Bc M v Nam M.

CNG TY GUESS

37

NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

Mua li v lin minh. Guess nh gi cc v mua li v lin minh chin lc. Theo ui nhng ai m Guess tin rng s h tr v ng gp cho cc sng kin tng trng tng th caGuess. Trong nm 2008, Cng ty hon tt vic mua li hng qun o tr em Barn Srl Chu u Trong nm 2006, chng ti mua li 75% c phiu ni bt ca chu u, S.r.l cng nh cho thu v ti sn ca bn ca hng bn l Italy. Trong nm 2005, chng ti hon thnh vic mua li 90% cn li ca Trang Phc Maco, SpA ("Maco"). Trong nm 2010, Guess cng tham gia vo cng ty lin doanh thuc s hu phn ln Php v cc qun o Canary vi cc i tc c cp php m cc ca hng bn l min ph trong cc khu vc ny. Chng ti hin ang hot ng 9 ca hng Php v 5 ca hng qun o Canary thng qua cc lin doanh ny. 4. Nng lc ct li:

Nng lc ct li l ngun lc v kh nng ca cng ty c s dng nh l ngun to ra li th cnh tranh Tin hnh nh gi cc ngun lc v kh nng theo cc tiu ch sau: ng gi, him, kh bt trc, khng th thay th. BNG NH GI NNG LC CT LI CA GUESS

Tiu ch Cc ngun ti chnh Cc ngun vt cht Cc ngun k thut Ngun sng kin Ngun danh ting Nhn s

ng gi C C C C C C

Him Khng Khng C C C` C

Kh bt trc Khng Khng Khng C C C

Khng th thay th Khng Khng Khng C` C C

Kt lun

Nng lc ct li Nng lc ct li Nng lc ct li

1. Ngun sng kin:

CNG TY GUESS

38

NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

ng gi: trong chin lc pht trin ca mnh, guess lun tp trung

vo cc sng kin gia tng v a dng ha ngun cung cp ca cng ty. K c ngun nguyn liu ti ch
Him: phng php tip cn cng ngh ca guess l duy nht trong

ngnh. Hin nay, guess ang s dng nguyn liu bng hu c, denim ti ch sn xut sn phm , v cho php khch hng mua sm bng in thoi di ng.
Kh bt trc: do p lc cnh tranh khin cho cng ty lun khng

ngng nghin cu v pht trin, ci tin cho ra i nhng sn phm p ng tt nht nhu cu ca khch hng v bo v mi trng, s ci tin cho ra i ci mi, ci c o m i th khng c. Cc cng ty khc kh c th theo kp c tin ci tin nh vy
Khng th thay th: cc ngun sng kin, kh nng ci tin khng th

b thay th bi mt ngun lc hay yu t no khc, c th thng xuyn a ra ci mi, ci c o, ci gy khc bit so vi i th cnh tranh.
2. Ngun danh ting: y l yu t quan trng nht ca cng ty. ng gi: vi nhng thng hiu ni ting ca mnh nh GUESS,

Guess, GUESS U.S.A., Jeans GUESS, Guess V Tam gic Thit k, Marciano, Question Mark v Tam gic Thit k, G &M, Kids, Baby Guess, YES, G by GUESS, Guess by Marciano. Guess thit lp v th v tm nh hng ln trn th trng, iu ny em li cho cng ty nhng li th: lng trung thnh ca khch hng, thit lp quan h cht ch vi cc bn hu quan, thm nhp th trgn mi d dng hn.
Him: Guess tr thnh mt trong nhng thng hiu hng u, c uy

tn v nh hng su rng nht trong th gii thi trang. GUESS? c coi l biu tng ca s sng to v thit k mi l, c o lun lm tho mn nhu cu ca tt c mi khch hng. Kh bt trc: danh ting ca Guess c c l nh vo cc thnh tu m cng ty t c trong sut qu trnh hnh thnh v pht trin. Guess li hnh nh tt p trong lng cng chng, v cng ty lun i u trong pht trin cht lng sn phm, c trch nhim v l mt i tc l tng. y l iu m cc cng ty khc kh c th t c.
Khng th thay th: Trong hn 2 thp nin qua, Guess lun l ngi

dn u ngnh thi trang vi nhng sn phm hon ho v c o

CNG TY GUESS

39

NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

trong qung co. Guess mang n cht lng vnh cu trong tt c mi trang phc dnh cho nam gii, ph n v tr em. Nhng gi tr ct li ca Guess lun c gi vng ngay c khi guess khng ngng m rng sn phm phc v cho mi nhu cu lm p.
3. Nhn s: ng gi: T chc ca Guess c dn dt bi mt i ng qun l

mnh m, i ng nhn vin vi trnh chuyn mn cao, c ti nng v kh nng sng to.
Him: nhn ti c o to trong mi trng kinh doanh tt, cng

thm s h tr ca danh ting, gip cng ty thu ht nhn ti hn cc i th.

Kh bt trc: hin nay vic tm kim nhn ti trong lnh vc kinh

doanh thi trang ko h d, nhng guess li c mt i ng qun l v nhn vin mnh m.

Khng th thay th: cng ty lun tn vinh s sng to v cc ti nng

a chiu, i ng nhn vin lm vic vi tinh thn trch nhim cao nhm a danh ting ca cng ty ln hng u. y l mt iu khng th d dng thay th bi mt ngun no khc.

CNG TY GUESS

40

NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

IV.

CHUI GI TR V SNG TO GI TR:

1. Cc hot ng chnh:

Quy trnh qun l doanh nghip Qun l s tri nghim ca khch hng Qu trnh pht trin sn phm Qu trnh sn xut Qu trnh tm ngun cung ng v bn l

a) Quy trnh qun l doanh nghip Gm xy dng k hoch cho sn phm theo ma v dng sn phm v lp k hoch cho hng ha. Qun l danh mc sn phm theo cp s nhn h tr nhu cu ngy cng tng ca khch hng tr nn phc tp hn. Hng tiu dng ca t chc phi thch ng vi mc phc tp mi bng cch nhn c nhng tng tt nht t th trng v lm cho sn phm p ng nhu cu th trng. Truy xut ngun gc t nhng tng v yu cu ca khch hng trong sut vng i sn phm, t tng li thi, l tm quan trng chin lc trong vic duy tr s hi lng ca khch hng v tng trng th phn v li nhun.

CNG TY GUESS

41

NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

K hoch theo ma v dng cho php Guess lp k hoch, theo di v gii thiu sn phm mi thng qua vic s dng cc cng c lp k hoch theo ma, dng s kin, mu sc, nguyn liu, cng vi cc bin php cht lng. Gii php ny cung cp cho cc nh qun l sn phm v tip th ca Guess kh nng xc nh dng sn phm, thit lp cc k hoch pht trin v to ra thit k mi hoc ti s dng cc dng sn phm hin c. Vi k hoch theo ma, cng ty r rng c th xc nh mc tiu k hoch nh mc tiu doanh thu, phong cch / M s lng, li nhun mc tiu, . Khi qu trnh pht trin thng qua cc ma, d liu thc t c bt v so snh vi k hoch cc nh qun l c th quan st nhng lch lc, hoc trng hp ngoi l. Gii php ny gip Guess c k hoch v danh mc sn phm theo nhu cu ca khch hng, thay i th trng, v i mi cng ngh. Qun l c th xc nh mc tiu thm m, ti chnh v thit k trn thng hiu v knh bn hng. Trong giai on gii thiu sn phm mi, cc biu , danh mc sn phm v cc bo co c th cnh bo cho lnh o a ra k hoch v qun l ngoi l. K hoch Hng ha cho php cc nh qun l knh v bn hng tham gia sm vo cc quyt nh thit k v h tr bn hng d on khi lng. C kh nng hin th sm cc chng loi cho php cc thng gia v cc nh lp k hoch lu tr ti u ha la chn cho cc nhn khu hc a phng v th hiu. iu chnh k hoch pht trin hng ha, k hoch ti chnh cho php cc thng hiu nng cao nng sut dc theo chu k giao hng. Vi DS cc nh hoch nh gii php, th loi v lu tr chuyn nghip c th ch ng qun l phn phi h lu v cc hot ng. K hoch lin kt t th loi sm c k hoch qua cc nhn hiu tm ngun cung ng v nh cung cp cng sut cho php ng b ha cc mc tiu ca h v mc tiu thc hin mnh m hn v li nhun. b) Qun l s tri nghim ca khch hng Trong hng thi trang (Qun o, giy dp, ph kin) v ngnh cng nghip bn l, cc cng ty cn phi da trn d liu chnh xc cao lun lun lm tng kh nng thch ng sn phm ca h. Mt sn phm thnh cng phi da trn cch ngi tiu dng cm nhn c s i mi v v th th trng. Ngi tiu dng c kinh nghim v sn phm v a ra kin phn hi ca h cho cc cng ty do s to ra hng ho l tng theo yu cu ca khch hng. Thng qua bc ny, Guess cung cp cng c trc quan 3D n ngi tiu dng, t vic to ra sn phm o bn trong mt ca hng o. Ngi s dng s
CNG TY GUESS 42 NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

a ra cc sn phm theo yu cu t mt th vin 3D nng ng, sinh ng v khm ph cc cu hnh khc nhau nh ty bin mu sc, nh sng, lp rp v cc yu t to ra cc sn phm ph hp vi nhu cu ca khch hng. Phn tch tt c cc d liu lin quan nh thi hoc hnh vi ca ngi tiu dng s gim ng k chi ph sa i vt l bng cch ti u ha qu trnh cu hnh. c) Qu trnh nghin cu v pht trin sn phm Bng s nhy bn trong kinh doanh, am hiu trong th trng thi trang cng vi c sng to phong ph, anh em nh Marciano nhanh chng a thng hiu Guess pht trin trn ton th gii. Guess ra i nh mt s khuy ng v m u cho mt khuynh hng thi trang mi: thi trang mang hi th hin i. Vi s ph cch trong thit k, chm cht tng mu m, u t vo cht lng ca tng sn phm gip Guess to nn hnh nh ca mt thng hiu hon m. V nhanh chng gia nhp hi thi trang th gii nh mt trong nhng nhn hiu hng u. Chnh t nhng thit k l, p mt, sng to nhng rt hi ha, m Guess lun p ng ng nhu cu, s thch ca gii hm m thi trang u thp nin 80, thi trang jean hu nh khng tm c li i ring cho mnh. Ngi ta cho rng denim (mt lai vi bng) l li thi cn jean th khng phi l mt tuyn ngn thi trang chnh thc. V chnh anh em nh Marciano, nhng ngi sng lp Guess. lm thay i hon ton nhn nh ny vi cng thc kt hp hon ho gia phong cch t do ca M v nt sang trng ca phng Ty. Ti Guess, cng tc thit k v pht trin cc sn phm c v mi c tin hnh thng xuyn. Thng qua hot ng ny, cc sn phm ca cng ty ngy cng tng tnh nng v thm hp dn i vi khch hng. V nh , cng ty c th to ra gi tr ngy cng ln dn n s khc bit, c o cho cc sn phm ca mnh. Cng ty cng tng cng pht trin nhng sn phm mi, thc hin nhiu nghin cu trn nhng cht liu mi, l v sang trng, nhng vn tun theo nhng tiu ch t ngy u. Nhng b su tp c in c thit k li trong nhng hnh dng, mu sc hin i. Guess tip tc tng tnh a dng ca sn phm, ch trng vic tm kim nhng mu m c bit da trn nhng vt liu cao cp v thit k sng to, nhm
CNG TY GUESS 43 NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

to ra thng hiu v cht lng v kiu dng tinh xo. Do , Guess nghin cu m rng kinh doanh trong cc lnh vc khc nh giy, mt knh, tht lng, n trang, da, tm, ng h, ti xch v nc hoa. L mt trong nhng hng thi trang danh gi nht th gii, Guess lun lun nghin cu v gii thiu n khch hng nhng mu thit k sang trng, bt mt v rt c tnh. d) Qu trnh sn xut Trong qu trnh thc hin vic to ra cc sn phm thi trang ca mnh, Guess n lc tin hnh sn xut mt cch hiu qu v ci thin nng sut t mc tiu cht lng v thi gian giao hng ca mnh. Thng qua qu trnh nghin cu v pht trin sn phm, vt liu, cht liu mu, mu m v cc yu cu c ph duyt th cng ty mi tin hnh k hoach sn xut sn phm. Cng ty ci thin kim sot chi ph bng cch thc thi mt cu trc gia cc i pht trin v cc vn phng, i l v cc nh cung cp. Tm nhn vt ra ngoi cc hot ng pht trin sn phm v gii thiu trc khi sn xut v qu trnh sn xut s tng cng kim sot qun l v lm gim nguy c ca s chm tr bt ng. Gim c iu hnh tm ngun cung ng c th xc nh chin lc tm ngun cung ng theo ma giao sn phm cho cc phn xng nc ngoi v cc i l. Vic sn xut c th cng tc vi cc nh cung cp lp k hoch sm v cc cam kt, trong khi cc nhm chin thut tm ngun cung ng c th thc hin qu trnh tm ngun cung ng cho v tr sn xut. Cc b su tp, cc cng c qun l cho php cc i tm ngun cung ng theo di v qun l cc hot ng sn xut hon thin sn phm, bao gm c chi ph, ngy sn xut, phn phi v yu cu giao thng vn ti. Mt khng gian lm vic c th c to ra t chc cc hot ng v thng tin ca thng hiu, knh, th loi v nhng ngi khc m bo rng cc yu cu v ly mu v th nghim c k kt v c chp thun cho sn xut. e) Qu trnh tm ngun cung ng v bn l Qu trnh ny bao gm vic qun l cc nh cung cp, qun l cht lng v qun l ngun cung ng ton cu. Di tm nhn thu o ca Paul Marciano, Guess tung ra nhng chin dch qung co rm r, nhiu tn tui ngi mu v c nhip nh gia c pht hin nh: ngi mu Claudia Schiffer, Naomi Cambpell, Carr Otis, Laetitia Casta, Eva Herzigova; nhip nh gia Wayne Maser, Ellen Von Unwerth, Neil Kirk, Raphael
CNG TY GUESS 44 NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

Mazzucco. Chnh nhng gng mt qung co to nn hnh tng tiu biu ca mt The Guess Girl: tr p, nng ng, t tin v quyn r. Vi ngun lc c gii phng sau v kin vi anh em nh Nakash, Guess y mnh ngn sch qung co ln n 22 triu USD trong nm 1991, m rng chui ca hng bn l trn ton chu u v xm nhp tr trng chu , chu Phi, chu c, Trung ng. Ngoi ra, Guess thit lp th trng bn l o (e-commerce) lu tr ti trang web chnh thc ca hng. n cui nm 2000, sau qu trnh m rng h thng phn phi Guess c 212 ca hng ti M v Canada. Guess mi cc chuyn gia nh Carlos Albertini lm gim c iu hnh v Frederick G. Silny lm gim c ti chnh phi hp thc hin chin lc mi, s dng cc k thut bn hng sng to, k hoch m rng h thng bn l, v phng php tip th mnh m. Cng lc vi vic y mnh tip th v qung co duy tr hnh nh thng hiu. Kt qu l Guess c ghi nhn nh mt trong nm thng hiu hng u trong tng chi tiu ca mt c gi tr ti M. Guess cn hp tc vi Amazon.com cung cp mt mng li mua bn trc tuyn rng ln hn. Gng mt qung co cho Guess tr thnh mt trong nhng hnh tng tiu biu trong qung co thi trang. Cc chin dch qung co ca Guess m ng cho khong 85% sn phm ca h tr thnh nhng sn phm c a thch trong mi nh. Vi v p va gn gi va b n, Hnh nh qung co ca Guess l mt bng chng thit thc cho quan im rng thit k c o v sng to khng tht s kh khn v rc ri nh ngi ta thng thi phng. Hnh nh ca Guess c th c thy khp ni trn mi phng tin qung co v v s cc tp ch, cha k n trn TV, bng qung co, xe but, v c cc trm in thoi cng cng trn ton th gii. Mt khc, xut pht t mc tiu lun gip cng ng, Guess thnh lp qu The Guess Foundation (Qu ti tr Guess) th hin tinh thn trch nhim ca tp on i vi cc hot ng t thin. S lng cc t chc phi li nhun c Guess ng h ngy cng tng. Hng nm qu lun cu xt nhng trng hp xin tr cp ti chnh v l Mnh Thng Qun cho nhiu t chc hot ng cu tr khc nhau nh nng cao gio dc cng ng, gip ngi v gia c v bo v mi trng. Ngoi ra Guess cn h tr cho qu trnh nghin cu v iu tr bnh
CNG TY GUESS 45 NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

AIDS, ung th, cu tr thin tai v nhiu hot ng t thin khc. Chng trnh Guess Community Outreach dnh nhiu thi gian, cng sc, thc phm v cc sn phm Guess gip nhng ngi thiu thn nhiu cng ng. Ch tnh ring cc ca hng bn l, Guess c v s nhng ca hiu c lp v v tr trong hu ht cc siu th v trung tm mua sm ni ting nht th gii. C khong 200 ca hng Guess trong phm vi nc M. Xt v mng li phn phi trn ton th gii, Guess c n 450 ca hng hin din ti 37 quc gia. Ngun doanh thu ca Guess xut pht t dy chuyn cc ca hng bn l, trung tm phn phi ch yu ti M v Canada. Gi y, website ca Guess tr thnh website thng mi in t chuyn cung cp cc trang phc nam n. 2. Cc hot ng h tr: Qun tr ngun nhn lc: Cng ty thnh lp cc chng trnh ton din m bo ph hp vi php lut lao ng v vic lm, bao gm c chnh sch c hi vic lm bnh ng v cc th tc, cc chng trnh an ton v sc khe, tin lng v cc th tc v thi gian. Guess bao gm ch tch hi ng qun tr l Maurice Marciano, Paul Marciano l tng gim c v nhiu gim c ti gii thuc nhiu cp khc nhau, h chu trch nhim xem xt v thng xuyn theo di hiu qu hot ng ca cng ty, ti chnh v k hoch kinh doanh khc, chnh sch v cc quyt nh, bao gm c vic thc hin cc chin lc v mc tiu ca mnh. H tin rng mc tiu ca n s c phc v tt nht bng cch lm theo cc nguyn tc qun tr doanh nghip c bn v cc iu l ca n, nhng nguyn tc ny th hin trch nhim ca Hi ng Qun tr v mong mun t c kt qu kinh doanh vt tri. Guess thnh mt im n l tng i vi cc nh thit k, nh qun l ti nng. C th ni, di s iu hnh ca Maurice Marciano v cc nh thit k ni ting gip cho Guess c nhng hng i ng n v t c thnh cng vang di. To nn mt mi trng lm vic y sng to v nng ng. Cc nhn vin bn hng s l nhng "s gi" ca Guess trong cc hot ng thng mi, t vn dch v cho khch hng. ch nhm ca Guess khng ch n thun l bn sn phm, m cn nhm cung cp cho khch hng cc dch v cao cp lin quan n thi trang, kt ni h vi cc nh thit k hng u. 3. Khai thc ngoi lc:

CNG TY GUESS

46

NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

Chi ph sn xut lao ng thp chu cho php cc nh thit k s dng cc loi cht liu v k thut t tin hn, do sn phm cui cng c th thm ch cn tinh xo v c cht lng tuyt vi hn so vi sn xut nhng nc c chi ph sn xut cao. V vy Guess khng th b qua phn xng gia cng ln nht th gii ny ct gim chi ph ca mnh. Sn xut chu Phi hoc chu c th c coi l mt li th. Vi truyn thng lu i trong vic sn xut hng t la v hng thu, Trung Quc, n v cc nc chu khc v mt l thuyt c th l nhng a im l tng sn xut cc mt hng thi trang v ph kin cao cp.

CNG TY GUESS

47

NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

PHN IV: CHIN LC CNG TY I. CHIN LC TRONG MI TRNG TON CU

Khng ch b hp trong th trng M, Guess tip tc m rng th trng ca mnh ra th trng ton cu. Ton cu ha c xem l mt trong nhng pht trin chin lc trng tm ca Guess. Li ch ca vic m rng ton cu: S dch chuyn cc kh nng gy khc bit, da vo ngun danh ting, cung cp nhng sng kin v i ng nhn s mnh m, Guess m rng hot ng ca mnh ra th trng quc t. Tnh kinh t v v tr: Guess pht trin h thng bn l ca mnh nhng ni c nn kinh t pht trin, tp trung nhng khch hng c trnh cao, v c kh nng tiu th hng thi trang cao cp nh Anh, Php,, Trung Quc, Hn Quc Hiu ng ng cong kinh nghim: v ngun danh ting, cc kh nng to ra sn phm c o, khc bit v ngun nhn lc c trnh cao s c guess khai thc ti a, v l li th khi Guess a ra th trng ton cu. Sc p gim chi ph v p ng a phng: Sc p gim chi ph cao: Guess chu cc sc p v chi ph nh: cc ngun sng kin, maketing v bn hng, chi ph qun l v pht trin c s h tng v vy guess lun mong mun ct gim cc chi ph. Sc p p ng a phng thp: Guess hot ng trong lnh vc thi rang, cc sn phm nhn hiu guess u mang tnh ton cu, ph hp vi mi nn vn ha, p ng c cc yu cu tng i ging nhau cc a phng khc nhau La chn chin lc: da vo cc phn tch trn, vi sc p gim chi ph cao, v sc p a phng thp. Chin lc m Guess theo ui l chin lc ton cu, c xem l hon ton ph hp. T l phn trm doanh thu ca Guess to ra t bn ngoi Hoa K v Canada chim mt phn nm ca tng doanh thu trong nm 2005, v chim khong mt na tng doanh thu ca Guess trong nm 2011, vi cc ca hng t ti 85 quc gia bn ngoi nc M v Canada. Trong nm ti chnh 2011, Guess cng vi nh phn phi v c cp php, m 178 ca hng bn ngoi M v Canada, bao gm 125 ca hng chu u v Trung ng, 43 ca hng chu v 10 ca hng Trung v Nam M, nng tng s ca hng trn ta cu l 892 ca hng, bao gm knh mt, ng h, ti xch, giy dp, tr em v tr s sinh, dt may, giy da, o khoc ngoi, nc hoa, trang sc v ph kin thi trang khc, trong khi s ca hng m Guess trc tip iu hnh M v Canada ch c 481 ca hng. Th trng hot ng ca guess:

CNG TY GUESS

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NHM UP

QUN TR CHIN LC

GVHD: NGUYN XUN LN

Chu u v Trung ng: Guess bn sn phm trong 63 quc gia khp chu u v Trung ng thng qua cc knh bn bun, bn l v thng mi in t. Trong nm ti chnh 2011, phn khc chu u chim khong 37% doanh thu v 48% ca thu nhp t cc hot ng ca Guess. Chu : chim khong 8% doanh thu v 7% thu nhp t cc hot ng. Tng trng ca Guess chu c thc y bi kinh doanh ti Hn Quc v Trung Quc( bt u nm 2007). Kinh doanh bn l chu ca Guess bao gm c vic cp giy php kinh doanh v cc ca hng do chnh Guess iu hnh . Bc M: hot ng kinh doanh chim khong 7% doanh thu v 11% thu nhp t cc hot ng ca Guess. Cch thc thm nhp th trng: Cch thc thm nhp ca Guess l cp php kinh doanh v cng ty con s hu hon ton. Guess tin rng y l nhng c hi ng k tip tc s pht trin quc t ca Guess, vi ngun vn u t thp, trong khi vn gim st cht ch vic thit k ca hng v hng ha nhm bo v danh ting ca thng hiu Guess, c bit l chu u v Chu . Ti Chu u, ngoi c s ct li l , Guess tp trung pht trin vo Php, Anh, c, Ty Ban Nha Cc nc Bc u nh l th trng ch cht v t c nhng kt qu tch cc. Chu , hot ng kinh doanh ca Guess vn tip tc pht trin, thc y bi sc mnh thng hiu ca Guess hn quc v cc hot ng trc tip trung Quc. Gia tng s thm nhp trong khu vc v tip tc xy dng c s h tng. Kt qu: hiu sut ca Guess c thc y bi sc mnh ca cc doanh nghip quc t. Chu u v Chu cung cp gn 2/3 ca s pht trin ng xng sng. Hot ng trong nc v cp giy php kinh doanh cng tng trng khi Guess tip tc m rng kinh doanh a dng ton cu. Chu u: chu u l ng gp quan trng nht n doanh thu v tng trng li nhun ca cng ty. Nm 2011, doanh thu ca chu u tng 30% bng ng euro. Cc doanh nghip bn l v may mc v ph kin ng gp ng k vo vic m rng ca Guess. Vic p ng khch hng vn rt mnh m v l ng lc cho Guess tip tc. Guess t c ch ng ng k php, Ty Ban Nha v Anh, trn c s ct li tjai , v tip tc mnh m. Guess cng m rng vo cc th trng mi chng hn nh b v h lan, ni m Guess tin rng thng hiu c tim nng ln. Hin nay c 474 ca hng ca guess ti Chu u v trung ng. Chu : Guess tin b rt tt chu , ni m chin lc pht trin lu di ca Guess c h tr bi nh v thng hiu, cng nh cc ci tin trong chin lc bn hng. Doanh thu tng 39% vi vic m 43 ca hng v 80 nhng quyn trn ton Chu . Guess ang xy dng mt t chc tm c th gii v c s h tng Hng Kng v thng Hi. Trung Quc, m hn 100 ca hng, trong c 40 cng ty thuc s hu. Bc M: trong kinh doanh bn l, Guess thnh cng trong pht trin kinh doanh ca mnh v ci thin nng sut tng th trong cc ca hng, doanh thu tng 9%. Nm 2011 l nm th v trong m rng v i mi
CNG TY GUESS 49 NHM UP

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GVHD: NGUYN XUN LN

Bc M, Guess m 59 ca hng v a ra thit k ca hng mi cho G by GUESS, GUESS by Marciano v GUESS Accessories.

CNG TY GUESS

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NHM UP