4.1 Chin lc cp cng ty 4.1.

1 Chin lc tng trng tp trung

Chin lc tng trng tp trung l chin lc t trng tm vo vic ci tin cc sn phm v/hoc th trng hin ti, vo cc n lc sn xut, marketing tng sn lng nhm t c cc mc tiu chin lc ca cng ty m khng pht trin sang nhng ngnh ngh kinh doanh khc. V c bn, chin lc tng trng tp trung bao gm 3 chin lc c th sau:

* Chin lc thm nhp th trng

y l chin lc tm kim s tng trng cho cng ty bng cch lm tt nht nhng g hin ang lm v khng dn n s thay i ca bt c yu t no trong nm yu t sn phm, th trng, ngnh, cp ngnh v cng ngh. V vy, y l chin lc c tnh chuyn mn ha cao nht. thc hin chin lc ny, cng ty cn tp trung vo cc vn nh: Tng nng sut lao ng, tng s lng nhn vin bn hng v cc n lc bn hng, tng cng cc hot ng qung co, khuyn mi, y mnh cc hot ng phn phi.

* Chin lc pht trin th trng

L loi chin lc tm kim s tng trng bng cch a sn phm hin ti ca cng ty tham gia vo th trng mi. y l ni c nhu cu cao hn v tiu th sn phm, mc cnh tranh t gay gt hn. thc hin chin lc ny, cng ty cn tp trung vo cc vn nh: Nghin cu th trng, phn on th trng v la chn th trng mc tiu, thit lp h thng knh phn phi mi, tng cng cc hot ng qung co, khuyn mi.

* Chin lc pht trin sn phm

y l chin lc tm kim s tng trng bng cch to ra cc sn phm mi hay ci tin cc sn phm hin ti cung cp cho th trng hin ti. thc hin chin lc ny, cng ty cn tin hnh nghin cu th trng, xc nh nhu cu khch hng hin ti v tim nng, y mnh cc hot ng nghin cu v pht trin sn phm mi, v tng cng cc hot ng qung co v khuyn mi.

4.1.2 Chin lc tng trng hi nhp

Cc cng ty ang hot ng trong th trng c tnh cnh tranh cao, nu nhn thy chin lc tng trng tp trung l kh khn do th trng bo ha, do kh nng nghin cu v ci tin sn phm km,, th c th tm n cc chin lc tng trng hi nhp. Chin lc tng trng hi nhp gm chin lc tng trng hi nhp dc v chin lc tng trng hi nhp ngang.

4.1.2.1 Chin lc tng trng hi nhp dc

C th hnh dung chin lc tng trng hi nhp dc theo s sau:
Nh ch to trung gian Phn phi Ngi tiu dng cui cng

Sn xut nguyn liu

Lp rp

Hnh 4.2 Chui cung ng Xem xt chui cung ng trong ngnh sn xut xe my ti Vit Nam:
Sn xut nguyn liu Cng ty cao su Cng ty st, thp Nh ch to trung gian DRC, Casumina Cc cng ty sx ph tng Lp rp Honda Yamaha Lifan Phn phi Tin Thu Tn Hng Yn Hiu Nga Ngi tiu dng cui cng

Hnh 4.3 Chui cung ng trong ngnh xe my Mt cng ty thc hin chin lc tng trng hi nhp dc ngha l cng ty ang sn xut cc u vo cho chnh mnh (hi nhp v pha sau hay ngc chiu) hoc pht tn cc u ra ca chnh mnh (hi nhp v pha trc hay xui chiu). Chin lc tng trng hi nhp dc gm 2 loi chin lc nh l: chin lc tng trng hi nhp dc ngc chiu v chin lc tng trng hi nhp dc xui chiu. * c im Chin lc hi nhp dc ngc chiu l chin lc tm kim s tng trng bng cch m rng hot ng sn xut kinh doanh sang lnh vc sn xut nguyn vt liu hay cc sn phm phc v cho hot ng hin ti ca cng ty.

Chin lc hi nhp dc thun chiu l chin lc tm kim s tng trng bng cch mua li, nm quyn s hu mt phn hoc tng cng kim sot i vi hot ng u ra nh phn phi (bn bun, bn l), tin gn n khch hng cui cng trn th trng.

4.1.3 Chin lc a dng ha

Chin lc a dng ho cp cng ty quan tm n phm vi cc ngnh, cc th trng cng ty s tham gia cnh tranh, chng hn, cch thc m cc nh qun tr mua, to lp v bn cc n v kinh doanh khc nhau lm cho cc k nng v sc mnh ca cng ty ph hp vi cc c hi hin hu. Chin lc a dng ho cp cng ty cho php s dng cc nng lc li ca cng ty theo ui cc c hi t mi trng bn ngoi. c bit, trong trng hp s hi t gia cc ngnh ny ang to ra mt c hi cn phi s dng n chin lc a dng ho. Mt vn quan trng m cng ty phi gii quyt l a dng ha vo mt lnh vc kinh doanh hon ton mi hay cc lnh vc c lin quan vi cc n v kinh doanh hin ti bi tnh tng ng ca chui gi tr. V c bn, chin lc pht trin a dng ha gm 3 loi chin lc sau:

4.1.3.1 Chin lc a dng ha ng tm * c im

L loi chin lc i tm kim s tng trng cho cng ty bng cch pht trin sn phm nhng ngnh mi tiu th trn th trng mi nhng lin h mt thit vi loi hnh sn phm ca n v kinh doanh hin ti v cng ngh sn xut v h thng marketing. Cng ty s dng chin lc a dng ha ng tm c th to gi tr bi vic chia s cc ngun lc v chuyn giao cc nng lc gia nhng n v kinh doanh. Hn na, vi chin lc a dng ha ng tm, cc cng ty ang dch chuyn vo cc lnh vc m cc nh qun tr ca h t nhiu c s hiu bit v n. V vy, ri ro ca chin lc ny cng t hn. y l l do m a dng ha ng tm thng c u tin la chn hn a dng ha hng ngang.

4.1.3.2 Chin lc a dng ha hng ngang * c im

y l chin lc tm kim s tng trng bng cch thit lp mt n v kinh doanh sn phm mi, c cng ngh khng lin quan g n cng ngh ca n v kinh doanh hin ti, nhng n v kinh doanh ny nh hng vo th trng hin ti ca cng ty. Vi c im ny lm cho mt cng ty theo ui chin lc a dng ha hng ngang khng th to gi tr bng cch chia s cc ngun lc hay chuyn giao nng lc.

4.1.3.3 Chin lc a dng ha hn hp * c im

y l loi chin lc tm kim s tng trng bng cch tham gia kinh doanh trong mt ngnh ngh mi, s ra i ca n v kinh doanh mi ny khng lin quan g vi n v kinh doanh hin ti v sn phm, th trng, ngnh v cng ngh. Chin lc ny thng c s dng nhm khc phc nhng hn ch v mt cn i nhp nhng ca hot ng hin ti do tnh thi v gy ra, hoc mt s l do c bit xut pht t mi trng kinh doanh hoc l do ring bit ca ch s hu. Chin lc a dng ha hn hp l mt chin lc cha ng nhiu ri ro, bi v c nhiu vn mi, nh sn phm mi, th trng mi v vic qun l mt cng ty nh th cng ht sc phc tp.