Nguyn Thanh Tun H26QT03

HNG TI K NGUYN MI CA HNH THC CNH TRANH HYPERCOMPETITION. (Siu cnh tranh) Cc nh qun tr theo di s thay i v mc cng nh nhng hnh thc cnh tranh trong nhng ngnh cng nghip ca h trong nhng nm gn y. Nn cng nghip chuyn t th trng n nh, t cnh tranh sang mt mi trng mi, c trng bi nhng chiu thc cnh tranh vi cng cao v lin tc, m , cc i th cnh tranh lin tc to ra li th cnh tranh nhm tiu dit, lm cho sn phm ca i th cnh tranh li thi, hoc l trung ha nhng li th ca nhng ngnh cng nghip hng u. iu lm cho nn cng nghip tr nn mt cn bng v ln xn.

Cc vn ca th trng siu cnh tranh nhanh chng lan rng n cc ngnh hng khng, dc phm, ti chnh, y t, in t tiu dng, vin thng, truyn hnh, kim ton, t v cc ngnh cng nghip my tnh. Nm 1992, Jack Welch, CEO ca General Electric nh gi v s cnh tranh trong tng lai S rt khc lit!

Nhng thc t ca thi i ny lm cho c nhng nh qun tr c kinh nghip nht cng phi bt ng. Trong nhiu thp k, cc cng ty duy tr mt li th cnh tranh cho mnh, mt chin lc c bit n nh l Chn thnh. Nhng h khng th lm c iu ny trong mi trng siu cnh tranh. S tng ln lin tc ca nhng i th bt chc sn phm cng nh nhng chin lc i tt n u ph hy iu . Trong qu kh, cc cng tng li nhun mt cch hp php bng cc gii hn mc cnh tranh trong mt ngnh cng nghip. H trnh cc cuc chin gi c, phn on th trng nhm trnh nhng s cnh tranh trc tip, v c gng gi cho s lng i th cnh tranh tht t bng cch t nhng ro cn quanh ngnh cng nghip ca h. Tuy nhin nhiu cng ty bit rng h khng th thnh cng trong th trng ngy nay vi nhng chin lc nh vy. Siu cnh tranh qu mnh v khng c cng ty no c kh nng ngn cn n.

D TRNG XE CT BIN NG. Siu cnh tranh khng phi l kt qu ca suy thoi ton cu hay suy thoi quc gia. N khng phi l kt qu ca vic mt s ngnh cng nghip hot ng ngoi cng sut. N khng th ngn cn ch bng nhng suy ngh vin vng ca mt s nh qun tr khao
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kht tr v li qu kh vng son ca mnh. Ngay c nhng ngnh cng nghip ln nh General Motor hay IBM, Kodak, cng khng th ngn c n. C 4 tc ng c bn lm th trng th gii nng ln l: + Th nht l khch hng mong mun nhn c nhiu li ch hn i vi nhng sn phm m h mua. H mun nhiu hn, h mun c chng theo cch ca h, h mun chng ngay lp tc,. Ngay c nhng thng hiu ln, ni ting trn th gii cng khng th thot c sc p cnh tranh. Nhng tn tui nh Marlboto, Kraft, Gerber, Tampax v rt nhiu thng hiu khc cng tr thnh nn nhn ca nhng chin lc y gi thp, to sn phm mang thng hiu c nhn, Ngy nay, khch hng l thng . + Th 2 l khoa hc cng ngh. Cuc cch mng khoa hc cng ngh thay i hu ht m hnh ca cc ngnh cng nghip. V d ngnh cng nghip my tnh, sc mnh ca b vi x l mi ph hy ton b ngnh cng nghip. My tnh c nhn m ra mt hng mi cho nhng nh sn xut. IBM mt v th lnh o. Nhng lp trnh vin v nhng nh sn xut chip nm c nhng gi tr ca IBM, buc IBM phi tm mt chin lc mi hng mong tm li v tr thng tr ca mnh + Th 3 l s sp ca nhng ro cn xung quanh cc quc gia ln xung quanh cc ngnh cng nghip. Hip c chung v thu quan v mu dch (GATT), s hi nhp ca cc nc trong khu vc vo khi thng mi v s kt thc ca ch ngha cng sn khin nhng ro cn c g b. Trc y, ai tng ngh s c th c McDonald Mtxcva ch. Cch mng khoa hc cng ngh, c bit trong lnh vc x l thng tin khin cho nhng ro cn xung quanh nhng ngnh cng nghip c xa b. Cc i th cnh tranh mi bt u xm chim th trng ca nhng cng ty trc y. Cc cng ty dch v ti chnh t cc ngnh cng nghip khc nhau trc y bt u xm chim th trng ca nhau sau khi bi b quy nh.Cho d h trong lnh vc ngn hng thng mi, bn l, u t, hay ngay c khi h cc cng ty bo him, cc qu tng h, cc cng ty tn dng tiu dng, cc cng ty dch v ti chnh.. Tt c cc cng ty u nhn ra rng h lm mt cng vic tng t nhau l : H thu thp thng tin v nhng ngi c tin v nhng ngi cn tin. Ai c th ngh rng ch l mt vi nm trc y, i th cnh tranh ca Citibank Hoa K li l cng ty in thoi ln nht th gii (AT & T) v cng ty xe hi ln nht th gii (GM)? Ranh gii ngnh cng nghip tr thnh gn nh v ngha. Thc t l i th cnh tranh trong tng lai s khng cn l mt trn radar ca cc cng ty na.
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+ Th 4 l s h tr ca cc th lc ti chnh. i th cnh tranh thng s dng nhng th on tn ph vi nhiu tin, thm ch l rt nhiu tin. Trc y, cc cng ty cnh tranh nhau 1 chi 1. Nhng ngy nay, h phi chng li mt nhm hng trm cng ty c chung mt chui cung ng h tr nhau gi l keiretsus. V cn t hn khi m keiretsus li kt hp vi zaibatsus, mt nhm nhng cng ty t nhiu ngnh cng nghip, thng i km vi mt ngn hng ln trung tm, c th cu tr (thng l vi s gip ca chnh ph) cho nhau khi nhng cng ty ny gp rc ri. Tin thn ca keiretsus v zaibatsus hnh thnh Nht Bn sau th chin II. Ngy nay vi xu hng lin minh, M v Chu u, cc cng ty cng pht trin nhng hnh thc keiretsus v zaibatsus cho ring h. Cng ging nh Nht Bn, nhiu cng ty phng ty cng nhn c s h tr ca chnh ph. Cuc chin gia cc cng ty tr thnh cuc chin gia cc lin minh v ngy cng ging nh cuc chin gi Pht xt v qun ng Minh trong th chin II. Cc lin minh khng hp tc vi nhau xoa du siu cnh tranh m tri li, h khin cho cuc chin leo thang ton cu. 4 tc ng c bn ging nh mt ngn song thn, v cc cng ty s phi tm ng sng cho ring mnh. Chng li siu cnh tranh cng ging nh d trng xe ct bin ng.

S VN NG BN LNH VC CNH TRANH.

Vi s th ch khng ngng tng cao, s bt n v khng chc chn mi trng siu cnh tranh, nhiu cng ty lo ngi s khng c c li nhun. H cng s rng siu cnh tranh s dn tr thnh th trng cnh tranh hon ho, ni m khng ai l ngi chin thng. May mn thay, s hiu bit y v siu cnh tranh v m hnh ca s vn ng chin lc xua tan nhng lo s ny. Khng ging nh th trng cnh tranh hon ho, ni cc cng ty tr nn ging nhau v khng ai c li th hn ai c, siu cnh tranh l mt cuc chin lin tc t c li th tm thi bn lnh vc cnh tranh khc nhau. Mt cng ty c th ginh li th siu cnh tranh nu nm vng c ngh thut ti nh v bn thn trong nhng u trng ny, l mt vic kh khn nhng khng phi l khng th lm c. l cuc chin ginh v th cao trn 4 lnh vc: Gi c - Cht lng, Phng php/ Thi gian, Xy dng th trng/ Xm chim th trng, Ngn sch ln.
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Cuc chin mi lnh vc tng ng vi mt tc ng c bn trong 4 tc ng ca siu cnh tranh. Cuc chin cn nhm mc ch to ra li th tm thi gp phn vo v th trong di hn, d cho nhng li th ny khng bn vng. + lnh vc th nht, u trng Gi c - Cht lng, mt cuc chin nhm a ra nhng gi tr tt nht cho nhng nhu cu tng ln khng ngng ca khch hng. u tin, h a ra mt lot nhng sn phm t gi c thp, cht lng thp n gi c cao, cht lng cao. Vi chin lc truyn thng gi c thp (cht lng thp) s chim phn on th trng khc vi gi c cao (cht lng cao). Cn nhng doanh nghip mi s nh vo phn trn cng hoc di cng ca th trng, hay tm nhng khong gia cc mc Gi c - Cht lng m cc doanh nghip i trc n nh. Tuy nhin, cng c mt s cng ty sn xut c sn phm cht lng cao gi c thp cnh tranh, iu ny dn n cuc chin v gi c n ra. Nu iu ny tip tc din ra, ton b th trng s ngy mt xu i v dn tr thnh th trng cnh tranh hon ho. Mt s cng ty theo xu hng siu cnh tranh tm cch xc nh li cht lng chu k ny c th bt u li. Xt th trng t M.Trong nhng nm 1960, GM cung cp y cc xe t da trn kch thc v cng sut ng c, t Chevrolet (xe nh - gi thnh thp) n nhng chic Cadillac (xe ln gi thnh cao).Ford v Chrysler lm tng t. Mt s i th cnh tranh nc ngoi nh Honda, Volkswagen th nh vo mc gi thp, cn Mercedes Benz, Rolls-Royce,.. th nh vo mc gi cao. V cng c mt s i th cnh tranh nh vo gia nhng mc gi c n nh. n nm 1970, tiu chun nh gi mt chic xe tt chuyn t To ln v mnh m nht sang s dng nhin liu hiu qu. Mt s cng ty ca nc ngoi nhanh chng lm tt, cn mt s cng ty xe hi truyn thng ca M vn cn dao ng. n khi cc cng ty M bt kp vi s dng nhin liu hiu qu th cc cng ty nc ngoi mt ln na xc nh li tiu chun l tin cy v bn vo nm 1980. Mt ln na, cc cng ty M li dao ng. Tuy nhin, n nm 1990, mi chuyn thay i, cc cng ty M bt kp vi tin cy v bn, v ln ny h t a ra tiu chun nh gi ph hp vi li th ca h, l s an ton. Trong tng lai, s c mt tiu chun khc phn on th trng. Khng ai bit l g, nhng cng ty no a ra c tiu chun chc chn s nm li th so vi nhng i th cnh tranh ca h. + lnh vc th hai, cc cng ty cnh tranh nhau t c li th tm thi v cc phng thc, k thut cng ngh v c s nhy bn trong kinh doanh, v cng vi kh nng ca mnh, h s s dng nhng kin thc ny sn xut ra nhng sn phm mi, nhng dch v mi Cc cng ty cnh tranh nhau bng cch bt chc ln nhau,
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hc hi nhng b mt ca i th ri pht trin chng. Nu qu trnh ny c tip tc, cng ging nh lnh vc u tin, tt c s tin v cnh tranh hon ho. Tuy nhin, nhng cng ty theo xu hng siu cnh tranh s khng cho iu xy ra. H tm kim nhng kin thc c s t bt u li chu k cnh tranh. Hy xem xt cch m Merk thay i nhng kin thc c s quan trng trong ngnh dc phm. Khi m chi ph leo thang, dn n nguy c vic nghin cu thuc s tn chi ph cao, thm vo chnh ph M cng can thip vo ngnh chm sc sc khe. V vy, Merk quyt nh thay i t nghin cu v th nghim thuc sang phn phi, qun l v xem xt hiu qu thc t ca cc loi thuc. Tm li, chng ta c th m hnh vn ng cnh tranh trong lnh vc ny cng gn ging nh trong lnh vc th nht. + lnh vc th ba, cc cng ty cnh tranh nhau bng cch xy dng th trng vng chc xung quanh khu vc cng nh phn on th trng ca mnh bng cch thit lp cc ro cn gia nhp. Tuy nhin, nhng i th cnh tranh thng minh s tm cch ph b v bc vo th trng ca i th. Cuc chin sau s bt u, mt bn s tm cch bo v th trng ca mnh, cn bn kia s tm cch xm nhp vo th trng ca i th. Cuc chin gia nhng nh sn xut lp xe M v Php l mt v d in hnh. Khi m nh sn xut lp ngi Php Michenlin bc vo th trng M, h gp phi s khng c mnh m tuy nhin h cng khng chu rt lui. V vy, cc cng ty ca M cng tn cng tr li th trng ca Php. V by gi, th trng lp xe khng cn bin gii quc gia. Tuy nhin, mt s cng ty cng tm ra nhng im khc bit to ra th trng cho mnh, v d nh mt s cng ty da vo c tnh sn phm. iu ny s li bt u mt chu k cnh tranh: Xy dng th trng, xm chim th trng v bo v th trng ca mnh. + lnh vc th t, cc cng ty cnh tranh xem cng ty no c tim lc ti chnh ln nht. Cc cng ty nh c gng trung ha li th ca cc cng ty ln bng cch s dng lut chng c quyn. Nu nh khng th lm c iu , h s gii hn phm vi hot ng ca mnh li v lc h chng khc no mt con rui trn lng voi vy. Tuy nhin, da vo tc v s nhanh nhn ca con rui, v tr cng c th l mt v tr d b tn thng. V vy, cc cng ty nh lin minh li vi nhau. Cc cng ty nh cng c th xc nh li kch thc ca mnh so vi nhng i th cnh tranh bng cch a dng ha cc ngnh cng nghip v to ra nh hng cn hn c tim lc ti chnh. Cocacola tng vt tri hn Pepsi v kch thc, tuy nhin Pepsi m rng vo ngnh cng nghip nh hng. V gi y, tng kch thc ca 2 cng ty l tng ng d Cocacola chim th phn cao hn trong th trng nc gii kht ton cu. By gi, Pepsi li phi thay i chin lc mt ln na. Khi m ngnh kinh doanh nh hng thc n nhanh pht trin, n i hi phi c nhiu tin hn. Thay v cung cp ti chnh
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nhiu hn kinh doanh nc gii kht, Pepsi c th gim bt n. Pepsi ang tip tc hot ng trong ngnh cng nghip nh hng c th tip tc cnh tranh vi Cocacola. Mt tch cc ca siu cnh tranh chnh l mt s kch thch tuyt vi khin cho nn kinh t pht trin. Th trng nc gii kht chng minh khi cc cng ty nc gii kht cung cp cho ngi tiu dng nhiu sn mi mi, a dng v m rng th trng th tiu th trong nc v th trng ton cu s c m rng. Do , trn gc kinh t quc gia, siu cnh tranh to ra mt s pht trin gn nh hon ho nc M m khng h c lm pht xy ra.

QUN TR CC KHA CNH CA CHIN LC VN NG. Xt mt cch tng th, chng ta c th rt ra ba bi hc: + u tin, khng c li th no bn vng. Cc cng ty ch c th duy tr li th chng no cc i th cnh tranh ca h cho php. Trong th trng siu cnh tranh, cc cng ty phi phn ng nhanh chng vi nhng s thay i ca cc i th cnh tranh ca h. Hn na, cc chin lc phn cng phi nhanh chng v thng xuyn hn. V vy, cc cng ty phi chun b cho bn thn nhiu li th cnh tranh hn, ch khng ch c mt. + Th hai, cc cng ty c th lm mt cht t lm du tnh hnh cnh tranh cc th trng. Tuy nhin, cc i th cnh tranh xem bt k ni lc gim bt cnh tranh trong 4 lnh vc trn l mt chin lc thiu hiu bit v c th to c hi cho cc cng ty theo xu hng siu cnh tranh khai thc. + Th ba, nhng bc i ca nhng cng ty siu cnh tranh trong mi lnh vc hnh thnh mt m hnh vi chu k lp li. R rng, nhng cng ty vi nhng hnh ng nhanh hn nhng i th cnh tranh khc s l ngi thng cuc, v h buc i th ca mnh phi bt kp mnh. u tin h i trc, ri thay i trng thi ca th trng, ri buc nhng i th cnh tranh i sau h phi khi phc li n. Mt cng ty c th duy tr s thng tr trong mt ngnh cng nghip hoc l ngi dn u ngnh cng nghip bng cch tung ra v c c mt lot nhng li th ngn hn v buc nhng i th cnh tranh khc phi bt kp. V vy, ngi chin thng khng nn hn ch s cnh tranh, h hnh ng khn ngoan mt cch nhanh hn v thng xuyn hn i th cnh tranh ca h.

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Siu cnh tranh c th l mt vin cnh ng s, tuy nhin Intel, Cocacola, Microsoft, qun l v pht trin mnh trong mi trng ny. H lm c vy bng cch dng phng php tip cn mi, nhng chin lc nng ng, bng cch xem tt c cc li th l tm thi, linh hot trong qun l , v bng cch "to ra s thay i" th trng ca h v bn thn h. H thc hin thay i th trng trong ngnh cng nghip ca h - vic c th gy chong v lm cho nhng i th cnh tranh ca h t lit. bi h bit c th m rng nhng li th khng bn vng bng cch tr hon nhng chin lc phn cng ca nhng i th cnh tranh.

TO RA S THAY I. Siu cnh tranh, gm c nhng hnh vi thay i th trng. Bi v li th ch l tm thi nn nhiu cng ty mun thay i th trng lm chm nhng chin lc phn cng ca cc i th cnh tranh. Nhng cng ty khi ng li chu k cnh tranh hay thay i lnh vc cnh tranh l nhng ngi to ra s thay i ln nht. Trong nhiu nm, Coke v Pepsi chin u chim th phn nc gii kht c ga M cho n khi h thay i lnh vc cnh tranh t Gi cCht lng sang lnh vc Phng php/ Thi gian. S dng nhng kin thc mi, h to ra rt nhiu sn phm, gm c nhng sn phm khng c ga nh nc chanh, tr hay nc tri cy. H chuyn lnh vc cnh tranh. u tin, phi mt kh nhiu thi gian Coke v Pepsi c th bt chc nhau. Nm 1984, Coke a thm hng v mi vo sn phm, nhng ch 6 tun sau , Pepsi lm c iu tng t. Khi m vic to ra sn phm mi khng cn tc dng na, Coke v Pepsi chuyn sang lnh vc cnh tranh khc. H tm kim cho mnh nhng th trng ln mnh trn th gii. (Coke Ty u v Pepsi Lin x c). Khi m nhng th trng ny c du hiu sp , Pepsi xm ln sang th trng ca Coke bn ngoi nc M. Coke cng tin n nhng th trng tim nng tng lai nh n , Trung Quc, Nga Tm li, hai i th cnh tranh ny cnh tranh trn tng lnh vc n khi no th trng gn tr nn th trng cnh tranh hon ho th h thay i lnh vc cnh tranh tm li th mi cho mnh.

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HC THUYT 7 SS MI: THN DC CHO CC CNG TY. Trong qu kh, mt hc gi v chuyn gia ku gi cc cng ty s dng hc thuyu 7S ca Mickinsey c th to ra phong cch, c cu, nhn s, h thng, k nng, mc tiu v chin lc ph hp cho cng ty. Tht khng may, trong s nhng iu trn th chin lc c ngha ln hn c. Chin lc pht trin ca cc cng ty ngy nay rt tt, tuy nhin khng phi trong lnh vc to ra li th cnh tranh tip theo cho cng ty. iu ny l iu cm k trong siu cnh tranh. Cc cng ty cn nhng hng dn c th to cho h mt tm nhn mi hn to c nhng s thay i trong th trng. Cc hng dn ny phi xy dng kh nng cng nh chin thut cn thit thc hin tm nhn. TM NHN THAY I Hai ch S u tin s to ra tm nhn chin lc cho cc cng ty to ra s thay i trn th trng. Ch S u tin l S hi lng ca cc bn lin quan (Stakeholder satisfaction) l cha kha quan trong ginh chin thng trc cc i th cnh tranh. Khch hng, s l nhng gim kho cng tm nht nh gi xem nhng hnh ng ca cng ty c th to c li th mi khng. Nhn vin- nhng ngi bit c khch hng mun g trong th trng ngy ny cng l mt bn quan trng. gip cng ty c c nhng tng mi, cc nh qun tr phi khuyn khch nhn vin tm ra quy trnh, phng php v nhng sn phm mi lm hi lng khch hng. Nhng chng l cha bit nhng khch hng ngy nay mun g. Cng ty cng phi tm hiu v nhng khch hng trong tng lai. Ch S th hai l D bo chin lc (Strategic Soothsaying) s tm kim v d on nhng g khch hng mun trong tng lai. N s to ra nhng c hi pht trin mi cho cng ty. S hi lng ca khc hng, ngun nhn lc v nhng kin thc mi t D bo chin lc s gip cng ty c th nm c bn hot ng thay i: + Pht trin s cnh tranh: p ng nhng nhu cu ca khch hng thng xuyn v khng ngng nng cao cht lng sn phm, dch v vt c mong i ca h. + Cch mng trong cnh tranh: p ng nhng nhu cu ca ca khch hng bng nhng phng php mi m h khng ng ti. + To ra s tng thch: To ra nhng nhu cu mi cho khch hng m cng ty c th p ng c da trn nhng sn phm, dch v c sn.

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+ To th trng mi: to ra nhng nhu cu mi cho khch hng m cng ty c th p ng bng nhng phng php mi. KH NNG THAY I. Cng ty cn nhiu hn mt tm nhn trong tng lai. H cn nhng kh nng c th thc hin nhng tm nhn , v kh nng to ra tm nhn mi. Hai ch S tip theo rt quan trng c th thc hin c iu ny, l Tc (Speed) v Bt ng (Surprise). Vi tc , cng ty c th c c li th nm bt c hi cng nh phn ng li trc nhng chin lc phn cng ca i th cnh tranh. Tc cho php cng ty kh nng p ng khch hng v chn thi im bc vo th trng, bt k l ngi u tin hay cui cng. Bt ng l mt yu t mang li kh nng gy chong cho i th cnh tranh, gip cng ty xy dng c mt v th chc chn trc khi i th cnh tranh kp a ra nhng chin lc phn cng. N ii hi cng ty phi linh hot v sng to bi cng ty bit rng, mt n tn cng bt ng l mt n tn cng m i th khng ng ti c. CHIN THUT THAY I. Khi m cng ty c tm nhn thay i v c c kh nng lm vic , cng ty phi la chn chin thut cho mnh nng cao hiu qu ca vic thay i. 3 ch S cn li s xc nh chin thut hiu qu cho cng ty. l cc Thng bo (Signals), Chuyn i quy tc (shift the rules) v t ph chin lc ng thi hay tun t (simultaneous or sequential strategic thrusts). Cng ty c th s dng thng bo nh mt d nh chin lc nhm thng tr th trng iu khin hnh ng trong tng lai ca cc i th cnh tranh. Nhng thng bo v sn phm thng xuyn buc cc i th phi thay i hoc thit k li sn phm ca mnh. V d nh Intel thng xuyn thng bo v nhng loi chip mi, buc cc i th cnh tranh phi xem xt li sn phm trong th trng vi x l.Thng bo cn c th to ra s khng chc chn hay lm gim ch ca nhng i th. Buc i th ca h phi suy xt v vic gia nhp th trng. Chuyn i quy tc l mt chin lc quan trng. Gilette lm c iu trong th trng dao co ru vo nhng nm 1990 bng cch cho ra i cm bin. Cng ty cng thay i th trng t cung cp cc sn phm tin li nh dao co in hay dao co dng 1 ln sang cung cp cc sn phm va tin li va c cht lng cao.
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Ch S cui cng l t ph chin lc ng thi hay tun t l mt chin thut gip cc cng ty lm i th cnh tranh hoang mang. iu ny rt d nhn ra trong th thao. mn bng bu dc M, c lc c i chy li li hay chy sang tri nhng li chuyn bng sang phi nh lc hng s ch ca hu v i th. Trong kinh doanh, ng thi hay tun t gii thiu sn phm cng nh gia nhp vo th trng cc khu vc a l khc nhau c th nh lc hng hoc gy hoang mang cho i th cnh tranh. Tm li, ch c mt li th bn vng nm nhng kin thc m hc thuyt 7S mi cung cp cho cng ty c th qun l v tng tc chin lc vi i th cnh tranh. Cng ty s cnh tranh c c mt hay nhiu li th t hc thuyt 7S mi. Cng lc , cc cng ty cng phi a ra nhiu li th cnh tranh tm thi trung ha, ph b hay lm mt cc li th ca nhng cng ty dn u trong ngnh cng nghip. c th chin thng trong di hn, h phi s dng hc thuyt 7S trung ha, ph b cc li th ca chnh mnh trc khi cc i th cnh tranh lm iu . Mt quy tc vng l Hy lm iu vi bn trc khi ngi khc lm iu vi bn. THAY I HOC CHT. Rt nhiu nh qun tr hc c bi hc xng my ny, v by gi th th trng chng khon cng nhn ra iu ny. Thomas khm ph ra mt ngha quan trng khc ca siu cnh tranh. Mc d gi c phiu trung bnh ca cc ngnh cng nghip tng nhng ko theo l s a dng trong ngnh cng nghip cng tng ln. Mt s cng ty tr nn ln mnh v mt s cng ty ph sn. R rng, khng phi ai cng thay i tt trong mi trng siu cnh tranh v p dng tt hc thuyt 7S. TINH THN HIP S KHNG CN NA. Tm li, ngha ca cnh tranh v mc nh hng ca n thay di. Cc phng php cnh tranh hin vt ra khi tinh thn hip s trn chin trng chu u vo th k 17. Nhng ngi lnh trn mt trn khng bao gi lm hi nhng ngi tay khng tc st. Cuc chin cnh tranh th k 21 s ph hy li th ca i th cnh tranh, thay i th trng mt cch bt ng khin i th khng lng trc c. Cc doanh nghip s cm thy rt kh khn t b s an ton ca mnh vi nhng chin lc phng th nh xy dng ro cn gia nhp hay duy tr li th bn vng ging nh trong qu kh. Tuy nhin phng ng v tng thnh chng th no ngn ni xe tng, tn la, Nhng chin lc chp nhong, mnh tay p buc nhng cng ty nh
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phi ra khi th trng. Cc cng ty phi cung cp sn phm tt nht vi gi r nht, cng vi cc dch v tt nht. Cng vi s gia tng ca cng ngh thng tin, ton cu ha, quyn lc ca ngi tiu tng cao, cuc chin siu cnh tranh l iu khng th trnh khi. V vy, chng ta phi hc cch sng chung v cnh tranh trong th gii siu cnh tranh. Hy th nhn slogan ca Honda trong cuc chin vi Yamaha: Yamaha o tsubusu! (Tiu dit, bp Yamaha). R rng trong kinh doanh, tinh thn hip s khng cn. Cho mng n vi k nguyn ca siu cnh tranh.

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