Mc lcM u31.L do chn ti.32.Phm vi nghin cu.33.Phng php nghin cu.3Chng I : C S L LUN V QUN TR CHIN LC TRONG CNG TY.31.1Khi nim v nhim v ca Qun tr chin lc trong cng ty.31.2M hnh hoch nh chin lc.41.3Cc cp qun tr chin lc v lnh o chin lc.41.4Cc bn hu quan trong qun tr chin lc.5Chng II PHN TCH V THIT LP CHIN LC CA TP ON VINGROUP.52.1Gii thiu tp on Vingroup.52.1.1Gii thiu chung.62.1.2Lch s hnh thnh v pht trin.62.1.3Lnh vc hot ng.102.2Xy dng tm nhn,s mnh, mc tiu ca tp on Vingroup.102.2.2Tm nhn.102.2.3S mnh.102.2.4Mc tiu.112.2.4.1Mc tiu di hn.112.2.4.2Mc tiu ngn hn.112.3Phn tch tc ng ca cc yu t thuc mi trng bn ngoi v bn trong ca tp on Vingroup.122.3.2Mi trng bn ngoi.122.3.2.1Cc yu t bn ngoi.122.3.2.2Ma trn EFE v CPM172.3.3Mi trng Bn trong192.3.3.1Cc yu t bn trong.192.3.3.2Ma trn IFE.212.4Phn tch v la chn chin lc bng cc ma trn kt hp ca tp on Vingroup.212.4.2Ma trn SWOT242.4.3Ma trn TOWS262.4.4Ma trn BCG272.4.5Ma trn bn trong IE272.4.6Ma trn QSPM28Chng III CC GII PHP CHIN LC A RA29Kt lun:29Ti liu tham kho.30

M u1. L do chn ti.Thc t hin nay, nhiu cng ty Vit Nam, nht l nhng cng ty nh nhng pht trin nhanh, thng b cun vo vng xoy ca cng vic pht sinh hng ngy. Nhng cng vic lin quan n sn xut hoc mua hng, tm kim khch hng, bn hng, giao hng, thu tin, qun l hng tn, cng n Hu ht nhng vic ny c gii quyt theo yu cu pht sinh, xy ra n u, gii quyt n , ch khng h c hoch nh mt cch bi bn, qun l mt cch c h thng hoc nh gi hiu qu mt cch khoa hc.Vic thc hin theo s v chim ht thi gian ca cc cp qun l nhng vn b ri v lun lun b ng. Qun tr vin cp cao, nht l cc gim c iu hnh, thng b cng vic s v dn dt n mc lc ng lc no khng bit. Nh ngi i trong rng, khng c nh hng r rng, ch thy u c li th i, dn n cng i, cng b lc. Qun tr chin lc gip t chc, doanh nghip xc nh r rng c mc tiu, hng i, vch ra cc con ng hp l v phn b cc ngun lc mt cch ti u m bo i n mc tiu nh trong qu thi gian cho php.Hiu c tm quan trng ca vic qun tr chin lc trong cng ty, mc ch ca bi tiu lun nhm thc hnh cc kin thc c hc vn dng vo mi trng thc t.2. Phm vi nghin cu.Trong ni dung ca bi tiu lun ny c xy dng phm vi ca Tp on Vingroup, vi chin lc mang cp cng ty. Ni dung ca bi tiu lun l cng vic phn tch v thit lp cc chin lc ca tp on Vingroup. 3. Phng php nghin cu.Phng php nghin cu c s dng trong bi tiu lun thit lp ma trn cc yu t quan trng, tin hnh cho im theo phng php chuyn gia nh gi cc vn . T a ra cc chin lc ti u.Chng I : C S L LUN V QUN TR CHIN LC TRONG CNG TY.1.1 Khi nim v nhim v ca Qun tr chin lc trong cng ty.Khi nim: Qun tr chin lc l mt hot ng khoa hc v ngh thut thit lp, thc hin v nh gi cc quyt nh lin quan n cc chc nng qun tr cho php mt t chc t c nhng mc tiu ra.Nhim v: To lp mt vin cnh Thit lp cc mc tiu Xy dng chin lc Thc thi v iu hnh cc chin lc nh gi & iu chnh

1.2 M hnh hoch nh chin lc.

S ca m hnh hoch nh chin lc c bn1.3 Cc cp qun tr chin lc v lnh o chin lc.Trong cng ty, chin lc c phn chia thnh 3 cp : Chin lc cp cng ty: Chin lc cp cng ty lin quan n vic la chn cc hot ng kinh doanh cc n v kinh doanh phi cnh tranh, ng thi c s pht trin v phi kt hp gia cc n v vi nhau. Chin lc cp n v kinh doanh: Mt n v kinh doanh chin lc c th l mt b phn trong doanh nghip, mt dng sn phm hay mt khu vc th trng, chng c th c k hoch ha mt cch c lp. Chin lc cp b phn chc nng: Cp chc nng ca t chc cp n cc b phn tc nghip. Chin lc cp ny lin quan n cc quy trnh tc nghip ca cc hot ng kinh doanh v cc b phn ca chui gi tr. Chin lc cc chc nng marketing, ti chnh, ngun nhn lc hay nghin cu v pht trin nhm vo pht trin v phi kt hp cc ngun lc m thng qua cc chin lc cp n v kinh doanh c thc hin mt cch hiu qu.

1.4 Cc bn hu quan trong qun tr chin lc.Cc bn hu quan : Cc c nhn hay nhm c tc ng, v chu tc ng ca cc kt cc chin lc,h c quyn i hi i vi thnh tch ca doanh nghip. Bao gmCc bn hu quan bn ngoi: Khch hng Nh cung cp Chnh ph Cng on Cng ng a phng Cng chngCc bn hu quan bn trong: C ng Nhn vin Nh qun tr Thnh vin ban qun trCc bn hu quan thit lp mi quan h trao i :Cung cp cho cng ty cc ngun lc quan trng (s ng gp). Qua trao i h k vng tha mn cc li ch ca mnh.Chng II PHN TCH V THIT LP CHIN LC CA TP ON VINGROUP.2.1 Gii thiu tp on Vingroup.2.1.1 Gii thiu chung.Tp on Vingroup - Cng ty CP (gi tt l "Tp on Vingroup"), tin thn l Tp on Technocom, c thnh lp ti Ukraina nm 1993 bi nhng ngi Vit Nam tr tui, hot ng ban u trong lnh vc thc phm. Sau nhng thnh cng trn nc bn, t nm 2000, Technocom - Vingroup tr v Vit Nam u t vi c vng c gp phn xy dng t nc.Thng 1/2012, Cng ty CP Vinpearl sp nhp vo Cng ty CP Vincom v chnh thc hot ng di m hnh Tp on vi tn gi Tp on Vingroup - Cng ty CP. N lc v mit mi t nhng bc i u tin, Vingroup lm nn nhng iu k diu tn vinh thng hiu Vit v t ho l Tp on kinh t t nhn hng u Vit Nam c xy dng bi chnh nhng ngi con Vit v thnh cng bi chnh tr tu, bn lnh v kht vng Vit Nam. bt c lnh vc no, khi tham gia, Vingroup u chng t vai tr ngi tin phong v dn dt s thay i xu hng tiu dng vi vic em n cho th trng nhng sn phm dch v theo tiu chun quc t. Tnh n thng 9/2012, vi vic s hu v gi quyn chi phi ti gn 30 d n BS v du lch cao cp; c mc vn ho ln nht th trng chng khon Vit Nam (gn 2,5 t USD), Vingroup ang c nh gi l mt trong nhng tp on c s pht trin nng ng v bn vng nht Vit Nam vi nhiu tim lc hi nhp quc t vn ln tm khu vc v th gii.2.1.2 Lch s hnh thnh v pht trin.Tp on Vingroup c thnh lp sau s kin sp nhp ca 2 cng ty Bt ng sn hng u ca Vit Nam: Cng ty C phn Vincom v Cng ty C phn Vinpearl.Cng ty C phn Vincom (Vincom) tin thn l Cng ty C phn Thng mi Tng hp Vit Nam, c chnh thc thnh lp vo ngy 3/5/2002 ti H Ni. Vincom hot ng ch yu trong lnh vc u t, xy dng, kinh doanh dch v Bt ng sn, Trung tm thng mi ("TTTM") v l ch s hu ca cc d n quy m trn khp cc thnh ph trn c nc nh: T hp d n Vincom CenterB Triu, Vincom Center TP.HCM, Royal City, Times City, Vincom Village,Cc mc pht trin ca Vincom:Thng 05/2002: Thnh lp Cng ty C phn Thng mi Tng hp Vit Nam vi vn iu l ban u l 196 t ng. D n u tin ca cng ty l xy dng v qun l khu TTTM - Dch v - Vn phng cho thu ti 191 B Triu, Qun Hai B Trng, H Ni (Ta nh Vincom Center B Triu);Thng 11/2004: Vincom Center B Triu chnh thc i vo hot ng, gp phn xy dng vn ha mua sm hin i ca Th ;Thng 08/2009: Vi s kin a Trung tm Thng mi Vincom II ti Vincom Center B Triu i vo hot ng, Vincom khng nh TTTM Vincom Center B Triu l mt trong nhng TTTM ln nht Vit Nam, l Thin ng mua sm ca Vit Nam;Qu 4/2009 Hon tt vic xy dng v bn giao cc cn h cao cp ti Khu cn h Vincom Center B Triu; L doanh nghip Vit Nam u tin pht hnh thnh cng 100 triu la M tri phiu chuyn i Quc t nim yt ti S Giao dch Chng khon Singapore;Thng 04/2010: T hp vn phng v trung tm thng mi ca Vincom Center B TP. H Ch Minh bt u i vo hot ng;Thng 10/2010: Hon tt vic xy dng Vincom Financial Tower ti Qun 1, TP. H Ch Minh;Thng 02/2011: Khai trng Vincom Real Estate Trading Center - Sn giao dch Bt ng sn mi mang tiu chun quc t ti Tng 4, Ta nh Vincom Center H Triu, 191 B Triu, H Ni;Thng 03/2011: Cng b hnh thnh chui Trung tm Thng mi ln v ng cp nht Vit Nam mang thng hiu Vincom: Vincom Center v Vincom Mega Mall, c xy dng ti khp cc th ln ca Vit Nam;Thng 6/2011: 100 triu la M Tri phiu chuyniQuc t ca Cng ty pht hnh nm 2009 c chuyn i thnh c phiu hoc tt ton;Thng 10/2011:Cng b sp nhp Cng ty CP Vinpearl vo Cng ty CP Vincom;Thng 11/2011: Bn giao bit th Vincom Village ( hon thin phn th) cho ch u t. Bn giao mt bng TTTM Vincom Center Long Bin cho khch thu.Thng 12/2011: Khai trng TTTM Vincom Center Long Bin H Ni Vincom Village; Chuyn ton b tr s Cng ty v Vincom Village Long Bin H Ni.Cng ty C phn Vinpearl (Vinpearl) tin thn l Cng ty TNHH u t Pht trin Du lch Thng mi v Dch v Hn Tre, c thnh lp ngy 25/07/2001 ti Nha Trang Khnh Ha. Vinpearl hot ng ch yu trong lnh vc u t, kinh doanh dch v du lch, bt ng sn v l ch s hu ca cc d n quy m trn khp cc thnh ph du lch trn c nc nh: Khu lin hp ngh dng, gii tr bin o 5 sao ng cp quc t ti o Hn Tre, thnh ph Nha Trang vi cc cng trnh: Cng vin gii tr Vinpearl Land, Khch sn 5 sao Vinpearl Resort Nha Trang, Khch sn ng cp 5+ sao Vinpearl Luxury Nha Trang, Sn golf 18 l bn bin tuyt p (Vinpearl Golf Club); Khch sn ng cp 5+ sao Vinpearl Luxury Nng (Qun Ngu Hanh Sn, a Nng),Cc mc pht trin ca Vinpearl:Thng 7/2001: Thnh lp Cng ty TNHH Du lch v thng mi Hn Tre ti thnh ph bin Nha Trang, tnh Khnh Ho - mt trong nhng a danh c tim nng du lch phong phv v tr a l thun li vi vnh Nha Trang cng ccimnpni ting nh Vnh Vn Phong, m Nha Phu D n u tin Cng ty xy dng l khu khch sn 5 sao Vinpearl Resort Nha Trang (Khch sn 5 sao Hn Ngc Vit);Nm 2002:Trin khai xy dng giai on I D n Khch sn Vinpearl Resort Nha Trang vi tng s vn u t ban u l 430 t ng;Nm 2003:Khai trng khch sn 5 sao Vinpearl Resort Nha Trang, a 225 phng ngh theo chun 5 sao vo hot ng;Thng 12/2003: Khai trng Khu vui chi gii tr Vinpearl Land, a Hn Tre kh cn tr thnh mt o ngc Vinpearl lng ly biu tng mi v sc vn ln mnh m ca du lch Nha Trang Khnh Ho ni ring v du lch Vit Nam ni chung;Nm 2004 - 2005:Khai thc hiu qu d n khch sn Vinpearl Resort Nha Trang v khu vui chi gii tr Vinpearl Land. Phi hp vi cc n v t vn v qun l nc ngoi trong vic qun l hot ng kinh doanh v dch v tip thu v hc hi nhanh nht cung cch qun l tin tin ca phng Ty;Nm 2006:ng cai t chc Vng Chung kt Hoa hu Vit Nam 2006 ti khu Cng vin gii tr Vinpearl Land;Thng 10/2006 T chc thnh cng Hi ngh cp B trng v Th trng ngnh Ti chnh - Du lch, nm trong khun kh Hi ngh APEC. T chc thnh cng cuc thi Ph n Th k 21, Sao Mai im hn, Duyn dng Vit Nam 16;Ngy 10/3/2007: Khnh thnh Cp treo Vinpearl - cp treo vt bin di nht th gii vi chiu di 3.320 m, ni lin t cng du lch Ph Qu vo o Hn Tre. Cp treo Vinpearl l biu tng ca ngnh du lch Nha Trang v l im n hp dn du khch mi khi n thm thnh ph bin Nha Trang xinh p;Nm 2007- Khai trng thm khu khch sn mi Deluxe Vinpearl Resort Nha Trang, nng tng s phng ngh tiu chun 5 sao ln485 phng- T chc thnh cng cuc thi Hoa hu Th gii ngi Vit ln th nht ti Vinpearl Nha Trang, a thng hiu Vinpearl pht trin mt cch bn vng, tr thnh hn o ca sc p v s kin;Ngy 31/1/2008: Chnh thc tr thnh cng ty i chng nim yt trn sn giao dch chng khon thnh ph H Ch Minh vi m VPL, tr thnh c phiu vua ca ngnh du lch v nm trong top 10 cng ty c gi tr vn ha ln nht th trng;Nm 2010: T chc thnh cng cuc thi Hoa hu Th gii ngi Vit, cuc thi Hoa hu Tri t ti Vinpearl Nha Trang;Ngy 28/5/2011: Khai trng v a vo hot ng khu ngh dng Vinpearl Luxury Nha Trang ng cp 5 sao (+) sao v sn Golf bin o u tin Vinpearl Golf Club. y l s kin nh du vic hon thin c bn cc hng mc d n trong t hp Vinpearl Nha Trang - t hp du lch u tin m Vinpearl dy cng vun p trong sut mt thp k;Ngy 3/7/2011: Khai trng khu ngh dng c bit cao cp Vinpearl Luxury Nng, nh du bc tin quan trng trong chin lc pht trin chui d n mang thng hiu Vinpearl trn ton lnh th Vit Nam v l s trnh lng y thuyt phc ca Vingroup ti Nng thnh ph ln th 3 ca c nc;Thng 1/2012: Cng ty CP Vinpearl sp nhp vo Cng ty CP Vincom. Sau sp nhp, Cng ty CP Vinpearl chuyn i hnh thc thnh Cng ty TNHH Mt Thnh vin v i tn thnh Cng ty TNHH Mt Thnh vin Vinpearl.Cc mc pht trin ca Vingroup:Thng 1/2012: Sp nhp Cng ty C phn Vinpearl, nng tng s vn iu l ln gn 5.500 t ng v thng qua chin lc xy dng v pht trin Tp on vi 4 nhm thng hiu: Vincom (Bt ng sn), Vinpearl (Du lch gii tr), Vincharm (Chm sc sc p v sc kho), Vinmec (Dch v y t cht lng cao) v hot ng vi t cch php nhn mi: Tpon Vingroup.2.1.3 Lnh vc hot ng.Vingroup s tp trung vo 4 a ht sau y: Vincom(Bt ng sn). Vincom hin s hu hng lot cc d n, t hp bt ng sn ln nhVincom Center B Triu, Vincom Center Tp.HCM, Vincom Village,Times City, Royal City,Vincom Mega Mall Vinpearl(Du lch gii tr). Vinpearl ang s hu nhng t hp v d n du lch Vit Nam nh Vinpearl Nha Trang (Vinpearl Resort Nha Trang,Vinpearl Land, Vinpearl Luxury Nha Trang, Vinpearl Golf Club); Vinpearl Luxury Nng; Vinpearl Resort Hi An Vincharm(Chm sc sc p v sc kho) vi cc c s Vincharm Spa B Triu, Vincharm Spa Nha Trang, Vincharm Spa Nng, Vincharm Spa Long Bin, Vincharm Health Club TPHCM, Vincharm Spa Long Bin Vinmec(Dch v y t cht lng cao). Gm Bnh vin a khoa Quc t Vinmec, tiKhu th Times City H Ni.

2.2 Xy dng tm nhn,s mnh, mc tiu ca tp on Vingroup.2.2.2 Tm nhn.Bng kht vng tin phong cng chin lc u t - pht trin bn vng, VINGROUP phn u tr thnh Tp on kinh t a ngnh hng u Vit Nam v khu vc; hng n mt Tp on mang ng cp quc t.VINGROUP mong mun to nn mt thng hiu Vit, th hin tm vc tr tu v nim t ho Vit Nam trn trng quc t.2.2.3 S mnh.i vi th trng: Cung cp cc sn phm dch v cao cp vi cht lng quc t v am hiu bn sc a phng; mang tnh c o v sng to cao. Bn cnhgi tr cht lng vt tri, trong mi sn phm dch v u cha ng nhng thng ip vn ha, nhm tha mn ti a nhu cu chnh ng ca khch hng.i vi c ng v i tc: cao tinh thn hp tc cng pht trin; cam kt tr thnh Ngi ng hnh s 1 ca cc i tc v c ng; lun gia tng cc gi tr u t hp dn v bn vng.i vi nhn vin: Xy dng mi trng lm vic chuyn nghip, nng ng, sng to v nhn vn; to iu kin thu nhp cao v c hi pht trin cng bng cho tt c nhn vin.i vi x hi: Hi ha li ch doanh nghip vi li ch x hi; ng gp tch cc vo cc hot ng hng v cng ng, th hin tinh thn trch nhim cng dn v nim t ho dn tc.2.2.4 Mc tiu.2.2.4.1 Mc tiu di hn.1. Gi tr thng hiu v uy tn m bo, thu ht khch thu ng cp v khch hng cao cp.2. Bn sn phm vi s lng v mc gi tt hn ti cc d n mi, tp trung vo phn khc khch hng trung - cao cp Vit Nam.3. Tp on tin phong, vi v th dn dt v tim nng pht trin trong lnh vc bt ng sn, bn l v dch v.4. Duy tr th phn cao vi li th y m rng phn khc trung - cao cp.5. To ra hiu ng cng hng khai thc tt tng phn khc khch hng trng tm.6. C kh nng hng n nhiu tng lp khch hng trung - cao cp thng qua cc chng trnh hi vin a dng.7. Ngun doanh thu thng xuyn tng trng qua tng nm nh tng danh mc ti sn khai thc v tc tng trng ca cc hot ng.8. Chuyn nhng bt ng sn thnh cng gip ti s dng vn v tn dng khon ng trc ca ngi mua.2.2.4.2 Mc tiu ngn hn.1. Tp trung vo cc khu phc hp cao cp, quy m ln ti cc v tr c a v tip tc m rng ti cc thnh ph chin lc Pht huy chuyn mn v kinh nghim trong vic xc nh v c c cc v tr p; Mc tiu khai thc phn khc th trng trung n cao cp; p ng ng thi cc nhu cu v nh , trung tm thng mi, tin ch cao cp bng cc d n phc hp vo tnh hp dn ca sn phm; Pht trin cc khu ngh dng v bit th cao cp.2. Tng trng doanh thu thng xuyn v hng n phn khc khch hng mc tiuPht trin danh mc u t v duy tr hiu sut hot ng cao ti cc ta nh thng mi (vn phng, trung tm thng mi), cc khch sn v khu vui chi gii tr: Cho ngun thu n nh v thng xuyn. Tng t sut sinh li.Hng n thu nhp ngy cng tng ca tng lp trung v cao cp, p ng nhu cu ngy cng cao v a dng ca cc phn khc ngi tiu dng mc tiu pht trin.3. a dng v tng thu nhp t bt ng sn Pht trin cc d n ln ti cc khu vc c tc tng trng cao. M rng phn khc trung cao cp; M rng c hi kinh doanh v tng doanh thu bng cch cung cp cc sn phm a dng, gi c hp l; Phng thc pht trin cn trng, theo 2 hng: Pht trin bt ng sn bn Vn hnh bt ng sn c doanh thu thng xuyn n nh Tn dng khon tin ng trc ca ngi mua ti cc d n gim nhu cu tng vn.4. Tng cng pht trin nng lc i ng bn, cho thu, qun l d n, v qun l bt ng sn ni bPht trin nng lc ni ti tng cng hiu qu v h tr danh mc u t bt ng sn thng mi: Bn v cho thu Qun l d n Qun l bt ng sn

2.3 Phn tch tc ng ca cc yu t thuc mi trng bn ngoi v bn trong ca tp on Vingroup.2.3.2 Mi trng bn ngoi.2.3.2.1 Cc yu t bn ngoi.

A. Mi trng v m:

a) Kinh t.Nn kinh t ca Vit Nam trong nm 2012 vi tc tng trng GDP mc 5,03% y l mc tng trng thp nht trong vng 12 nm qua . Km theo cc ch s v lm pht t 6,81 %. Mc li sut cho vay dao ng trong khong 12-15%. Tnh hnh, th trng tiu dng trong nc m m v cha thy du hiu pht trin.Nhiu doanh nghip b ph sn con s thng k vo cui nm 2012 l khong 55000 doanh nghip. iu ny nh hng ti s gim v khch hng mua v s dng dch v ca cng ty.Th trng bt ng sn chung ang b ng bng bi hng tn kho ln, v chi ph nguyn vt liu gia tng.Tuy bi cnh kinh t c s m m, ni ln trong vn c cc thnh ph ln ang pht trin c tc pht trin cao nh Nng , Bnh Dng. y l cc th trng tim nng ca cng ty.Kt lun: Nn kinh t tng trng chm, v kh kim sot. Th trng doanh nghip, cng ty ang b suy gim. Tim nng pht trin thnh ph ln.

b) X hi.Dn s ca Vit Nam khng ngng gia tng trong nhng nm qua, c bit l t l ngi c thu nhp cao ( trn 10 triu ng/ thng) chim 1/5 dn s ang c tc gia tng cao 1,2%/ nm. Vi mc thu nhp cao, ngi Vit Nam bt u ch ti vic i du lch v s dng cc dch v cao cp, ngh dng. iu ny gip m rng th trng ca cng ty.Bn cnh ngun nhn lc cht lng cao c o to ti cc trng i hc mi nm v cc chuyn nghnh thuc xy dng v qun tr c gia tng c v cht v lng. Cng vi lc lng du hc sinh t bn ngoi m ra 1 th trng lao ng cht lng cao i vi cng ty.Kt lun: Th trng ngi tiu dng c thu nhp cao ang c m rng. Th trng ngun lao ng cht lng cao ln.

c) Chnh trVic quan h v hot ng vi cc chnh khch l 1 iu quan trng gip cng ty pht trin n inh. Bi vy, cn nh gi v yu t ny.Vit Nam c nh gi cao v mc n chnh tr, iu ny to tin cho vic pht trin kinh t. Bn cnh l cc chnh sch u i v thu v li vay i vi cc doanh nghip Vit Nam hot ng hiu qu c ch trng u t bt ng sn. y l c hi tip xc vi ngun vn gi r v gia tng thu nhp ca cng ty.Bn cnh , nh hng t c ch qun l hnh chnh l 1 nguy c c th nh hng ti hot ng ca cng ty.Nu tn dng tt c th gip cng ty c c cc d n tt.Ti mt s a phng, hot ng ku gi u t pht trin du lch ang c tng cao nh Tha Thin Hu, Qung Nam cc doanh nghip c u i v t ai pht trin du lchKt lun: Chnh sch u i v thu v li sut. Chnh sch u i v t ai. Tn dng c hi t c ch hnh chnh.

d) Cng nghCng ngh l yu t gip khng nh v th cung cp sn phm cao cp ca tp on Vingroup. Hin nay, ti Vit Nam a phn cc cng ngh hin i u phi nhp khu t nc ngoi. iu ny c th gy cn tr ti s hot ng ca cng tyKt lun: Kh khn trong vic tip cn cng ngh tin tin.e) T nhinVi lnh vc hot ng v bt ng sn ca tp on Vingroup th t ai c xem l yu t quan trong bc nht i vi hot ng ca cng ty. c bit l cc v tr p v phong thy tt.Vit Nam l 1 quc gia c nhiu a im p v hp dn, iu ny to nn c hi pht trin cc sn phm bt ng sn ca cng ty, hin ti vn cn nhiu im cha c khai thc hoc c khai thc m cha cao. Nh ti cc thnh ph ven bin min trung, nam: Ph Yn, Ninh Thun, Bnh Thun.Kt lun: C nhiu v tr p.B. Mi trng tc nghip.Mi trng tc nghip y c phn tch theo 5 yu t ca Michael E Porter: Vi v th dn u trn phn khc bt ng sn cao cp, y l mt phn khc mi ang dng tim nng pht trin bi vy cc yu thuc i th tim nng v sn phm thay th cha xut hin r rng v y .a) i th cnh tranh.Vi 1 doanh nghip hot ng trong lnh vc u t bt ng sn cao cp cc yu t cnh tranh quyt nh s thnh bi ca cng ty l: Quy m cng ty ln. Kh nng huy ng vn . Lc lng qun l hiu qu. Nhn vin chuyn nghip. R&D u t cao. Sn phm cht lng cao, tin nghi. Kin trc c o. Thi gian hon thnh d n ngn. Thn thin vi mi trng. Th trng ln. Khch hng ng cp. Thng hiu uy tn.Hin ti tp on Vingroup ang ng u trong linh vc bt ng sn cao cp m cng ty tham gia, v th ny mang ti cho Vingroup 1 th trng rng ln v y tn cao trn th trng bt ng sn. Bi vy, cn cng c vng chc v tr ny v pht trin hn naCc i th cnh tranh hin ti ca Tp on Vingroup l cc cng ty c cc d n u t bt ng sn cao cp( Kappell land, Kumho, Parkson) u l cc i th ln t chu . Tuy vy, v kinh nghim hot ng Vit Nam ca h vn cha cao, th hin bng s d n cn t.i th tim nng .Vi ming bnh bo b hin ti phn khc bt ng sn cao cp mang s gy s nhm ng ca cc nh u t ln c bit l cc nh u t nc ngoi, h c tim lc ti chnh v kinh nghim lu nm trong lnh vc ny. C th k ti l chui casino ca Sheldon Adelson . Bi vy y s l nhng i th tim nng to nn mi e da vi cng ty.Kt lun: V th ngi tin phong. Mi e da t cc i th nc ngoi.

b) Nh cung ng.Vi lnh vc bt ng sn cc nh cung ng ng vi tr quan trng trong hot ng ca cng ty.Cc nh cung ng l :Nh cung ng nguyn vt liu: Vi tnh hnh gi c hin ti ang leo thang nh hin nay, gi nguyn vt liu cng ang gia tng ng k. Nh cung ng ti chnh: Cc sn giao dch chng khon ca Vit Nam trong nm 2012 tri qua 1 nm m m, kh khn. iu ny, lm kh khn ti vic tip cn ngun vn.Kt lun: Ga c nguyn vt liu gia tng. Kh tip cn ngun vn trn th trng chng khon Vit Nam.

c) Khch hng.Vi nhng khch hng VIP c thu nhp cao, h khng xem yu t ti chnh l th nht m i vi h sn phm mang ti cho h s tha mn nhu cu mi l quan trng nht. Bi vy, trong qu trnh hot ng ca mnh p ng nhu cu ca khch hng mc tiu c th l 1 kh khn cho cng ty.Sc khe l yu t ang c ng o ngi Vit Nam ch .Kt lun: Th trng s dng cc dch v chm sc sc khe gia tng. Th trng du lch ngh dng gia tng.

2.3.2.2 Ma trn EFE v CPMSTTCc yu t ch yu bn ngoiH s quan trngPhn loiS im quan trng

C hi

1Gia tng ngi tiu dng c thu nhp cao0.0530.15

2Kh nng tip cn ngun lao ng cht lng cao0.0530.15

3Chnh sch u i v li sut0.0520.1

4Chnh sch u i v t ai0.0720.14

5Nhiu v tr t p0.0940.36

6Th trng du lch ngh dng gia tng.0.0940.36

7Th trng chm sc sc khe gia tng0.0840.32

8Tim nng pht trin cc thnh ph ln0.0730.21

9C hi t c ch hnh chnh0.0720.14

Mi e da

1Nn kinh t tng trng chm0.0420.08

2Th trng doanh nghip, cng ty tng trng chm0.0940.36

3Kh tip cn cng ngh hin i0.0630.18

4Mi e da t i th nc ngoi0.0720.14

5Ga c vt liu gia tng0.0730.21

6Kh tip cn vn trn th trng chng khon0.0520.1

Tng cng =13

Ma trn cc yu t bn ngoi EFE ca tp on VingroupNhn xt: Qua ma trn EFE trn ta thy, hot ng trong lnh vc bt ng sn. Ta thy cc yu t mi trng trong nm 2012 va qua m ra nhiu c hi cho tp on Vingroup. Cc yu t quan trng nh khch hng thu nhp cao, nhu cu v ngh dng v cc v tr t p c s pht trin mnh. y l c hi ln cho cng ty.Bn cnh cng phi ch ti cc yu t kinh t v i th cnh tranh c bin php phng. Cng c v tr tin phong trn th trng Bt ng sn cao cp ca mnh.

1

SSTCc yu t mi trng cnh tranhMc quan trngTp on VingroupTp on Keppel LandTp on KumhoTp on Parkson

Phn lois imPhn lois imPhn lois imPhn lois im

1Quy m cng ty ln.0.0840.3240.3240.3230.24

2Kh nng huy ng vn .0.0930.2730.2730.2730.27

3Lc lng qun l hiu qu.0.0840.3230.2430.2430.24

4Nhn vin chuyn nghip.0.0830.2430.2430.2430.24

5R&D u t cao.0.0730.2140.2830.2130.21

6Sn phm cht lng cao, tin nghi.0.0940.3630.2720.1830.27

7Kin trc c o.0.0930.2730.2720.1820.18

8Thi gian hon thnh d n ngn.0.0830.2430.2430.2420.16

9Thn thin vi mi trng.0.0630.1830.1830.1830.18

10Th trng ln.0.0830.2430.2430.2430.24

11Khch hng ng cp.0.140.440.430.330.3

12Thng hiu uy tn.0.140.430.330.320.2

Tng cng13.453.252.92.73

Ma trn hnh nh cnh tranh CPM ca tp on VingroupNhn xt: t ma trn hnh nh cnh tranh trn ta thy im s ca Vingroup l cao nht t 3.45 . Cc yu t quyt nh trong cnh tranh ca ngnh ca Vingroup u mc tng tc cao. y chnh l minh chng cho v th ca ngi dn u trong lnh u t bt ng sn m Vingroup ang tham gia .Tuy vy nhng i th ln t nc ngoi nh Keppel Land ( singapore) s im 3.25 vi li th v vn l 1 mi e da cho v th dn u ca Vingroup.Bi vy cn c cc chin lc c th thch nghi vi mi trng cnh tranh ngy cng gia tng hin nay.

2.3.3 Mi trng Bn trong2.3.3.1 Cc yu t bn trong.

a) Ngun nhn lcVinGroup c 1 i ng ban lnh o giu kinh nghim v tham vng. Ch tch hi ng qun tr l ng Phm Nht Vng tt nghip trng i hc a cht Moscow Nga. ng tng tham gia nhiu d n kinh doanh ln v l ngi sng lp ra cng ty m n lin technocom Ukraine sau ny bn li cho tp on Nestle vi gi 100 triu la m.Bn cnh , i ng cc gim c qun l cng l nhng ngi c trnh hc vn cao. c o to ti cc trng i hc ln trn th gii.Tuy vy vic o to ngun nhn lc cht lng cao k cn vn cn ang thiu ht v cn u t thm.Kt lun: Ngun nhn lc trnh cao. Hn ch trong cng tc o to ngun nhn lc

b) Ti sn ca cng ty.L cng ty i u trong lnh vc u t bt ng sn cao cp ni ting vi cc d n nh Vinpearl land Nha Trang, Bnh vin 5 sao Vinmec ti H Ni v hng lot cc spa v trung tm thng mi ln khc. u l nhng ti sn c t sut sinh li cao v trong thi gian di. Hn na, Vingroup l 1 trong nhng tp on u t vo bt ng sn m vn thnh cng. iu ny, 1 phn l nh doanh thu t cc ti sn trn, nm ti cc v tr trng yu.Tng gi tr ti sn nm 2012 ca tp on Vingroup t 55.825 t ng ( tng hn 20.300 t ng) y l minh chng cho s pht trin vng mnh ca cng ty.Kt lun: Khi ti sn c gi tr sinh li cao. Tc tng trng nhanh.

c) Kh nng thc hin d n.Va qua, Vingroup vinh hnh nhn gii bt ng sn khu vc ng Nam 2012 vi d n Vincom Village. Vt qua hng lot cc i th ln n t ng Nam v Trung Quc. iu ny l minh chng cho kh nng thc hin d n v cng hiu qu nht l tiu ch ca cuc thi nhn mnh vo tnh hiu qu v mt thi gian m vn gi c cht lng v s c o ca sn phm.Kt lun: Kh nng thc hin d ng hn trong thi gian ngn. Cc d n cao cp c kin trc c o.

d) Ngun vn.Ngun vn ca tp on c m bo bi 3 ngun l: Vn gp t cc c ng. Tn dng ngn hng. Huy ng tri phiu trn sn giao dchTrong t pht hnh tri phiu quc t nm 2012, Trong bi cnh kinh t m m, th trng bt ng sn Vit Nam b ng bng. Tp on Vingroup huy ng c 115 triu USD mc 5% , iu ny cho thy cc nh u t quc t nh gi cao v tp on ny.Kt lun: Uy tn cng tn ln mnh Ngun vn d huy ng.

e) Kh nng tip cn cc d n mi.Hin nay, ngoi cc d n ln ang c. Tp on Vingroup vn ang cn gp kh khn trong vic tip cn cc d n mi cc v tr c a trn c nc. Cng vi l vic u t a ngnh chuyn sang cc ngnh khng thuc ngnh li ch ct li nh dch v chm sc sc p, qun l y t, ang gy 1 s thit hi cho tp on. Kt lun: Kh khn trong vic tip cn d n mi. u t tri ngnh cha mang li hiu qu

2.3.3.2 Ma trn IFE.STTCc yu t bn trong ch yuMc quan trngPhn loiS im

im mnh

1Ngun nhn lc trnh cao0.140.4

2Khi ti sn gi tr sinh li ln0.1230.36

3Tc tng trng nhanh0.0730.21

4Kh thc hin d n trong thi gian ngn0.130.3

5Sn phm cht lng v c o0.130.3

6Ngun vn d huy ng0.1230.36

7Uy tn cng ty ln mnh0.0830.24

im yu

1Hn ch trong o to ngun nhn lc0.0920.18

2Kh khn trong tip cn d n mi0.0920.18

3u t tri ngnh cha mang li hiu qu0.1340.52

Tng3.05

Ma trn cc yu t bn trong IFE ca tp on Vingroup.Nhn xt: Qua ma trn trn ta thy im mnh ca Vingroup chnh l nhng li th cnh tranh trong nghnh u t bt ng sn cao cp. iu ny cho thy cng ty ang i ng hng vi nghnh ct li ca mnh. Vic ch trng u t cho nghnh ct li to li th cnh tranh ln cho tp on. Tuy vy cng phi ch tc cc yu t nh Ngun lc k cn, hiu qu u t tri ngnh, Tip cn d n mi. Cc yu t ny c xem nh yu im ang tn ti bi vy cn c cc bin php khc phc cc yu im quan trng ny.2.4 Phn tch v la chn chin lc bng cc ma trn kt hp ca tp on Vingroup.Sau khi c cc d liu u vo : cc c hi , mi e doa, im mnh,im yu ca Tp on Vingroup. xc nh cc chin lc ph hp , tip theo bng vic s dng cc ma trn kt hp phn nh r rng cc li th v kh khn m cng ty ang c t tkt hp vi im mnh, im yu ca tp on a ra hng i ph hp v ng n.Ta c ma trn tng hp cc yu t nh sau:

Cc yu t mi trngMc quan trng ca cc yu t vi nghnhTc ng i vi cng tyTnh cht tc ngim tng hp

Mi trng v m

Kinh t

GDP Tng trng thp23--6

Lm pht thp33+9

Li sut cho vay thp34-12

Doanh nghip ph sn nhiu24--8

Cc thnh ph ln c tng trng cao33+9

X hi

Ngi dn c thu nhp cao tng nhanh33+9

Nhu cu ngh dng, du lch23+6

Lc lng ngun nhn lc i hc cao32+6

Xu hng thn thin vi mi trng22+4

Chnh tr

n nh chnh tr32+6

C ch qun l phc tp32--6

u i v t ai33+9

u i v thu v li vay30-0

Cng ngh

Trnh cng ngh tng cao23--6

Kh tip cn cng ngh mi23--6

T nhin

Nhiu v tr t p24+8

Cc yu t mi trngMc quan trng ca cc yu t vi nghnhTc ng i vi cng tyTnh cht tc ngim tng hp

Mi trng cnh tranh

i th cnh tranh

Kinh nghim Vit Nam30+0

Ngun vn di do33+9

C cu gi cha linh hot20-0

u i ca nh nc vi d n FDI20-0

Cnh tranh cao23--6

i th tim n

C kinh nghim trong cc dch v cao cp23+6

H thng qun l d n33+9

Nh cung ng

Ga nguyn vt liu tng cao33--9

Huy ng vn trn sn chng khon 32+6

Khch hng

Xu hng thch i du lch ngh dng23+6

Nhu cu cc dch v chm sc sc khe24+8

Cc yu t mi trngMc quan trng ca cc yu t vi nghnhTc ng i vi cng tyTnh cht tc ngim tng hp

Mi trng bn trong

Ngun nhn lc

Ngun nhn lc cht lng cao33+9

i ng qun l lm vic hiu qu33+9

Ngun lc k cn32--6

Ti sn c gi tr ln33+9

Tng trng nhanh23+6

Cc v tr bt ng sn c a33+9

Kh nng thc hin d n

Thi gian hon thanh nhanh23+6

Sn phm cht lng33+9

Kin trc c o23+6

Ngun vn

Vn hin c ca ch s hu ln33--9

Huy ng vn d dng33+9

Uy tn trn trng quc t cao33+9

K hoch ti chnh 33--9

Kh nng tip cn d n mi

Vn hnh chnh32--6

u t tri ngnh vo y t, chm sc sc p22--4

Marketing

Qung b thng hiu33--9

Mi quan h vi mi gii bt ng sn33--9

Tm kim khch hng mi33--9

Thng hiu c khch hng a thch33--9

2.4.2 Ma trn SWOTMa trn SWOT

C hi.-O1. Nhiu v tr t p2. Thu nhp ngi dn tng cao3. Nhu cu ngh dng gia tng

Mi e da-T1. i th nc ngoi2. Th trng doanh nghip tng trng chm.

Mt mnh.-S1. D huy ng vn2. Sn phm cht lng cao3. i ng qun l cht lng cao Phi hp S-O1S;2S-1O;2OHuy ng thm vn u t cc d n bt sn ti cc v tr c a cc thnh ph lnPhi hp S-T3S-2TXy dng k hoch pht trin mi cho phn khc nh cho gii vn phng

Mt yu.-W1. u t tri ngnh.2. Vn v hnh chnh3. Mi quan h vi mi giiPhi hp W-O1W-3OGia tng u t vo ngnh du lch ngh dng Phi hp W-T3W-1TXy dng mi quan h vng chc vi h thng mi gii

Nhn xt: T ma trn SWOT bng vic s dng cc im mnh v tn dng c hi mang n 1 chin lc u t vo cc thnh ph tng trng cao nh Nng, Bnh Dng. Chin lc ny s c xem xt k hn cc ma trn tip theo.V 1 chin lc cho vic u t v ngnh ngh khc ca cng ty l nhu cu v ngh dng ang tng cao y cng s l 1 la chn ng lu ca cng ty hin nay.Bn cnh khc phc cc yu im v hn ch cc mi e da cng ty cn ra cc gii php mi cho th trng vn phng v xy dng mi quan h vng chc vi h thng mi gii.

2.4.3 Ma trn TOWSMa trn TOWSMt mnh.-S1. Cc v tr bt ng sn c a2. Ti sn gi tr ln3. Tc tng trng nhanh4. Sn phm cht lng 5. Sn phm c kin trc c o

Mt yu.-W1. Qun l ti chnh cha tt2. Thiu ngun lc k cn3. Tm kim khch hng mi cha tt4. Thng hiu cha mnh

C hi-O1. Cc thnh ph ln c tng trng cao2. Cc u i v t ai3. Xu hng tiu dng thn thin vi mi trngPhi hp O-S1O-1STn dng kinh nghim u t bt ng sn u t vo cc thnh ph tim nng ( nng, Bnh dng)Phi hp O-W

3O-4WXy dng thng hiu gn vi hnh nh thn thin mi trng

Mi e da-T1. Cnh tranh cao2. Cng ngh mi3. Vt liu mi.

Phi hp T-S1T-1,2,3SChin lc dn o th trngPhi hp T-W1T-2WCh trng tm kim ngun nhn lc cht lng cao.

Nhn xt: T ma trn TOWN trn ta thy. Thm 1 ln na khng nh chin lc pht trin ti cc thnh ph ln ( Nng, Bnh Dng ) Cng vi hn ch cc mi e da t mi trng gii php c a ra l tr thnh ngi dn u tin phong, tc l cng c v tr hin ti m Vingroup iu ny c th hin bng vic u t cc d n hiu qu v cung cp cc sn phm dch v km theo cht lng.Bn cnh , Ma trn TOWN cng a ra cc bin php khc phc yu im ca tp on bng cch nh v thng hiu thn thin vi mi trng v ch trng u t vo ngun nhn lc cao.

2.4.4 Ma trn BCG

20%

Vinpearl(40%)

Vinmec(12%)

Vincharm(18%)

Vincom( 30%)

10%

0%

-5x-2x02x5x

Nhn xt: Vi 4 n v chin lc hin ti v tr ca cc n v ny ang tt tt ( v tr ngi sao) y l lc gt hi nhng thnh cng t cc d n cng ty u t trong thi gian trc . Bn cnh cng cn ch ti s suy gim ca ngnh bt ng sn ang ko Vincom xung ( gn vi v tr b sa). Cn c cc th trng mi nh cc phn tch trn cp l cc d n ti cc thnh ph ln ( Nng, Bnh Dng), chin lc c s dng l chin lc thm nhp th trng.2.4.5 Ma trn bn trong IETng imMa trn EFE3

2

1

321

Tng im ma trn IFE

Nhn xt: vi ma trn IE ta thy tp on Vingroup nn tp trung v cc chin lc tng trng. Vic tn dng cc c hi s lm gim thiu cc mi e da m cng ty c th phi i mt.2.4.6 Ma trn QSPM

Cc yu t quan trngCc chin lc thay thC s hp dn

Phn loiXy dng trung tm thng mi ti cc thnh ph Nng, Bnh DngPht trin d n dch v ngh dng

Cc yu t bn ngoi.ASTASASTAS

Cc thnh ph ln c tng trng cao341226Vic pht trin cc TTTM ti Nng,Bnh Dng: s tn dng c kinh nghim u t; Tn dng c uy tn ang ln cao vay vn. S hu c cc v tr c a ti cc thnh ph ny trc cc i th.

Ngi dn c thu nhp cao tng nhanh33926

Nhu cu ngh dng, du lch22448

u i v t ai33926

Nhiu v tr t p23636

Cc i th cnh tranh ang thm d33926

C ch qun l phc tp32639

Kh tip cn cng ngh mi22424

Xu hng thn thin vi mi trng22436

Li sut cho vay thp33939

Cc yu t bn trong

i ng qun l lm vic hiu qu341226Nhu cu ngh dng ca ngi dn ang tng cao; y l cng l nghnh m Tp on ang u t nhiu vi tham vng mang ti cht lng quc t cho ngi Vit

Sn phm cht lng33926

Uy tn trn trng quc t cao33939

Huy ng vn d dng33939

Tng trng nhanh23624

u t tri ngnh 21236

Qung b thng hiu33926

Mi quan h vi mi gii bt ng sn33926

Tm kim khch hng mi33939

Thng hiu c khch hng a thch33939

Tng cng155136

Nhn xt: T cc phn tch cc ma trn trn ta rt 2 chin lc l u t trung tm thng mi ti Nng, Bnh Dng v u t d n dch v ngh dng. Tuy vy vi ngun lc v vn v nhn lc c hn v th cn c s cn nhc la chn ra d n ti u. Qua ma trn QSPM ta thy s im ca d n 1 ; xy dng trung tm thng mi hp dn hn bi vy ( s im 155> 136) . La chn chin lc cho tp on l Xy dng trung tm thng mi ti thnh ph Nng, Bnh Dng.Chng III CC GII PHP CHIN LC A RA

Bng vic phn tch cc yu t mi trng v cc yu t ni lc ca tp on kt qu c rt ra l.Tp on s pht trin cc d n xy dng trung tm thng mi ti 2 thnh ph ln: Nng, Bnh DngHot ng ca 4 n v chin lc ang c mc tng trng cao. Cn cng c v tr ny bng cc mc tiu c th nh sau.Vi n v Vinpearl v Vincharm ph trch mng dch v du lch cn nng cao hn na cc dch v ngh dng ca cc n v chc nng. Khng c m rng u t thm d n mng ny.Vi n v Vinmec ph trch mng cung cp dch v sc khe bn cnh vic pht trin dch v y t cht lng cao, n v ny cn c nhim v h tr 2 n v Vinpearl v Vincharm a ra cc gi ngh dng tt hn.Vi n v Vincom ph trch v cc d n cn h cao cp, vn phng cho thu. Ngoi d n u t vo vo 2 thnh ph Nng v Bnh Dng. Th n v ny cn c nhim v kch hot th trng vn phng cng s ang sa st hin ti.Kt lun: Qua bi tp thc hnh ny, gip em hiu r hn v tm quan trng ca vic qun tr chin lc trong cng ty. y l 1 cng vic tuy kh nhng v cng cn thit nht l i vi cc cng ty, tp on ln. Hiu v vn dng cc phng php thit lp chin lc gip cng ty , tp on c ng i r rng tn dng c cc c hi trnh cc mi e da. Pht huy sc mnh v ci thin im yu ca chnh cng ty , tp on. y l yu t quyt nh s thnh bi trn trng kinh doanh . Rt cm n thy mang ti cho lp chng em nhng bi ging qu gi v chin lc y s l hnh trang bc vo i sau ny ca chng em.Ti liu tham kho.

1. Michael E Porter, chin lc cnh tranh, NXB TP H Ch Minh. (2006)2. TS, Phm Th Tri, chin lc v chnh sch kinh doanh, i hc Cn Th ( 1998).Ngoi ra, cc s liu s dng trong bi tiu lun c ly t cc trang web ;1. Tng cc thng k: http://www.gso.gov.vn/default.aspx?tabid=2172. World Bank: http://www.worldbank.org/3. Trang web ca tp on Vingroup: http://www.vingroup.net/

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