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KHA H
C
QUQUN TRN TR CHICHIN LN LCC
GV: TS. Phm Hng Tin
Hi Phng 4/2010
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Mc tiu kha hc
Cc hc vin c ng lc quan tm ti chqun tr chin lc
Cc hc vin nm bt c cc mi quan h v
mt l thuytCc hc vin c kh nng vn dng nhng nguyn
tc v qun tr chin lc ti n v
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Tng quan ch Qun tr chin lc
0. Phn mu
1. Tng quan v chin lc & chin lc kinh doanh
2. Mc tiu v xc nh mc tiu chin lc
3. Phn tch chin lc trong hach nh kinh doanh4. Hoch nh chin lc cnh tranh
5. Hoch nh chin lc phn b v phi hp
6. Trin khai thc hin v kim sat chin lc7. Chin lc tan cu trong iu kin hi nhp quc t
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Phn 1
Tng quan v chin lc &Chin lc kinh doanh
Ai & Khi no
Ci g & Ti sao
Baonhiu&
lmg
u&Nhth
no
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Vai tr ca Qun tr chin lc 1/2
"Qun tr chin lc c coi l s th hinca phng thc i mi lnh o v thc
y doanh nghip pht trin"Werner Kirsch (1997), Ludwig-Maximilians-Uni.Mnchen
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Vai tr ca Qun tr chin lc 2/2
Nhng thch thc trong qun tr chin lc: Kh don ch s mc tiu Mi trng cng ngh, yu cu khch hng, hnh
ng ca i th cnh tranh, can thip ca nh nc thay i qu nhanh
Tnh m h & mu thun ca hin tng
Thiu kh nng/cng c chia nh cc s kin tnghp
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Nhng ai c lin quan n qun tr chin lc?
Thnh vin Ban gim c: H cnphi tm ra nhng c hi cho cch lmvic mi c th gip t chc nhn
ra nhng vn thay i trong lnh vckinh doanh; h cng cn nhn thcc s cn thit phi sp xp li tchc khi phng hng chin lcthay i.
Cc nh qun trcao cp: chu trchnhim xem xt v nh gi cc yu cukhch hng i vi sn phm v dchv; tm kim phng thc tha mn
ng cc nhu cu . Cc nhn vin: H chu trch nhim
thc hin chin lc kinh doanh trongt chc; h cn phi tn trng nhngi tc v ngi gp vn kinh doanh.
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Tin trnh lch s khi nim chin lc
Ngh thut cm qun (Hy Lp ci; Carl v. Clausewitz
1780-1831) Khng nn nghrng, kch s khng tn cng m phi
lm sao chng ta tr nn bt kh xm phm (Tn T,400-300 nm tr. CN)
L thuyt tr chi trong hp tc kinh doanh (Neumann/Morgenstern, 1947)
Khi nim CL trong qun tr kinh doanh khng ch lin quan
ti vic la chn phng tin t mc tiu ra, m cnchi phi vic nh hng s pht trin ca doanh nghip(Harvard Business School, nhng nm 50 TK XX)
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Khi nim Chin lc 1/3
Kinh t cin: Vic hach nh phng thc
hnh ng di hn nhm t c mc tiu. Kinh doanh: B bao trm bi vin cnh v phng
hng doanh nghp, n bao gm cc chin lc
tng phn (CL Marketing, CL ti chnh ...). Michael E. Porterph phn quan im hach nh:
CL khng lin quan n hoch nh di hn, m
chnh l kh nng da trn vin cnh hnh thnhli th cnh tranh so snh.
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Khi nim Chin lc 2/3
Henry Mintzbergb sung bn cnh tnh hoch nh,v kh nng l din nhng chin lc cha tngtnh n, nhng c hnh thnh trong qu trnhdoanh nghip pht trin.
5 chc nng Five P`s of Strategy (H. Mintzberg,1987), Chin lc l ...
Plan/k hach m t con ng i n mc tiu (ci g, nh th no ...)
Ploy/nc c trong cuc ua vi i th cnh tranh
Pattern/khun mu cho hnh ng hoc ra quyt nh trong DN Position/nh v trong th trng c cnh tranh
Perspective/vin cnh v mt th gii t gc nhn thc ca DN
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Khi nim Chin lc 3/3
nh ngha H. Mintzberg:
Khun mu trong v s cc quytnhCi g & Ti sao
Ai & Khi no
Ba
onhiu&lm
g
u&Nhthn
o
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Phn lai chin lc
Henry Mintzberg & James A. Waters 1/2
Chin lc cin
c mt hoch nh (intended strategy) cn phi c hin thc (realized strategy)
Chin lc kinh doanh M hnh ra quyt nh b chi phi bi vin cnh ( tng) v hon cnh thc tin
Ph hp vi mc tiu mi Chin lc ci Ngi ra quyt nh chnh khng th can thip trc tip ti tng quyt nh CL, m
a ra phm vi tiu ch, nguyn tc chung v.v.
CL dao ng trong phm vi v i khi khng theo cng mt hng Xut pht t tnh h thng nhng vn khng iu chnh c
Ng ci i vi t chc: a) chm dt, b) mc k hay c) ng bin
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Phn lai chin lc
Henry Mintzberg & James A. Waters 2/2
Chin lc quy trnh
Thay v xc nh ni dung ca chin lc, ch chi phi quy trnh hnh thnh chinlc
Vn dng trong t chc
Chin lc ng thun
C tnh l din cao nht Nhiu i tng khc nhau cng quan tm ti ch
Tc ng tng h
Chin lc hnh thnh t hnh ng, ch khng xut pht t nh
Chin lc p t Loi tr yu t ngoi cnh
Yu t ni ti (trong t chc) chi phi hnh ng
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Cc lai hach nh chin lc
n R rng
Nhng quytnh mangtnh trc gic
Chin lc mangnhhng nh chuyn
mn
Chin lc c tnh cicch hoc c tnh
ngu nhin
Spht trin chin lcc tnh h thng
Chin lc l lnhvc ca gim c
Chin lc l nhimv ca tt c nhnvin lnh o
Ai lm?
Nh th no?
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Cu hi c bn i vi qun tr chin lc
Doanh nghip hat ng nh th no, lun hp l ti u haykhng? Ti sao i lc khng?
Gi tr gia tng c hnh thnh t vic a dng ha lnh vckinh doanh nh th no? Lm th no to ra th thngnht gia cc lnh vc kinh doanh? ngha s tn ti cacng ty m khi cc cng ty con hot ng c c lp?
Ti sao mc thnh cng ca cc cng ty khc nhau? Lmsao c th bo tn c s khc bit khi tro lu cnh tranhthng qua sao chp tng mnh?
Yu t no chi phi s thnh cng cng nh tht bi trongcuc cnh tranh ton cu? u th cnh tranh so snh l g?
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Cc vn c bn ca qun tr chin lc
Chng ta c lm ng vic khng?
Nu chng ta bit, chng ta angu v mun tciu g th chngta c thnh gi tt hn vic chng ta phi lm v lm nhth no
Abraham Lincoln
Chng ta lm vic c ng khng?
Ngi no ngng phn u trthnh ngi tt hn, cng stchm dt l ngi tt
Thomas John Watson/International Business Machines
Chng ta thay i mi mi vic nh th no?Nhngiu ttp khng tnhin c c, m con ngi phi to ra n
Erich Kstner
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Qun tr chin lc 1/2
Qun trchin lc l mt qu trnh sp xp linh hotcc
chin lc, hotng v kt qu kinh doanh, n bao gmnhn lc, cng ngh, ngh thutiu hnh...
Gup cho thc thi mc tiu
Mt hot ng lin tc iu chnh phng hng v duy tr hot ngkinh doanh ca mt t chc
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Qun tr chin lc 2/2
Chnh sch
Kinh doanh
Trch nhim gii trnh & thuyt phc
Ban lnh
o
Ban lnh
o
Tc ng n iu hnh
Tc ng n trch nhim
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c trng mt quyt nh chin lc
Lin quan n ngun lc v ti chnh ln hay cc ngun lc khcnh High-Tech, cc my mc thit b
Lin quan ti mt s thay i ln trong t chc Buc t chc phi c nhng cam kt trong di hn C tc ng ln ra bn ngoi t chc, v d tc ng ti cc khch
hng hoc nhng c quan khc C cha ng ri ro i vi hot ng kinh doanh Lin quan ti nhng thay i v kinh doanh trong t chc nh cc
sn phm v dch v m t chc cung cp
Lin quan n nhng lnh vc quyt nh quan trng khc v lmni ln nhng mi quan h tng tc phc tp an cho nhau S rt kh hoc khng th khi phc c li kt qu ca quyt
nh
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Tho lun nhm (20 pht)
Chin lc kinh doanh CTCP Hi Phng AGHi phng AG thnh lp nm 2004 l mt DN qui m va, dch v kinh doanh chnh
tp trung vo pht trin v sn xut phn mm v sn phm in t cng nghcao. Hi Phng AG c sn phm in ta dng v i ng k s trnh cao.
Hi Phng AG nh hng ti c cu khch hng t cc th trng khc nhau, nhmkhng b ph thuc vo bin ng th trng. M hnh ny tri nghim thnhcng trong lch s cng ty v nguyn nhn chnh lm cho cng ty pht trin khngngng v thnh cng.
S thay i trn th trng v mc tiu khng ngng tng trng ca cng ty yu cum rng sn xut v dng sn phm. Chng ti phc v khch hng trong nc,
Trung Quc v Chu u. Chng ti mun cung cp sn phm khp mi ni vmong mun hp tc vi i tc ngai nc.Cng ty ch to v sn xut nhm thit b vi in t v in t ng dng trn lnh
vc k thut y hc, k thut tng ha v k thut o c.Cng ty linh hat v c kh nng sng to ng ph vi nhu cu khch hng v nhn
thc r nhng yu t nh cht lng, bo m cung cp, dch v v hp tc minh
bch.Mc tiu kinh doanh ca chng ti l s hi lng ca khch hng v thnh cng cacc bn i tc.
(Ngun: Die MAZeT GmbH)
Hy m t nhng c im Chin lc kinh doanh ca Hi Phng AG!
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c im Chin lc kinh doanh
Xc lp lnh vc kinh doanh ca doanh nghip hm cha tnh cnh tranh: xc nh chng trnh hnh ng trong mi
tng quan vi i th cnh tranh (bt trc, hp tc, p o, cch bitv.v.)
c mi lin h vi s pht trin yu t ngoi cnh, c hi v thch thc v xut gii php chng v mc tiu doanh nghip
c mi lin h vi ngun lc ni ti, im mnh v im yu trong miquan h tng quan vi i th cnh tranh
Phn nh mong mun v gi tr ca nhm ngi ra quyt nh ch cht nh hng tng th doanh nghip, khng ch mt b phn chc nng C ngha to ln i vi ton b ti sn v sn lng kinh doanh cng
nh s gn b cc ngun lc Mang nh hng tng lai
Khng nht thit phi l kt qu ca quy trnh hoch nh chin lc trin khai thnh cng phi chi tit chin lc thnh nhng k hoch gii
php cho tng b phn
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c im Qun tr chin lc
C tm nhn r rng trong tng lai
Phng hng chin lc c cc nh qun l cp cao, i tc vnhng ngi gp vn tn thnh
C ch cho trch nhim gii trnh, v d: vi cc khch hng trong vicp ng k vng ca h cng nh trng tm trong vic p ng c ccmc tiu chnh sch
Khun kh chung cho ngi qun l mt vi cp (t qun l bao qutcho ti vic sp xp nhng bo co ni b) m bo c th cng phihp mi th vi nhau (nhiu mc tiu) thm ch c khi c s cnh tranhgia th t nhng cng vic u tin v cc mc tiu khc nhau
Kh nng khai thc c hi v ng ph trc nhng thay i t bn ngoibng cch thc hin tip cc quyt nh chin lc
Mt khun kh cht ch cho qun tr ri ro - liu c th cn bng gianhng ri ro v thnh qu thu c ca mt phng hng kinh doanhhay khng?
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Cu thnh bn n chin lc
i via phng
Phn tch thc trng hay xut pht im v thch thc
Ch ra nhu cu hnh ng hay lm ci g?
C th ha gii php thc hin hay lm th no?
i vi doanh nghip c trng c th trong tng th (bn vng, hay sng to, hay hp l
ha, hay khch hng then cht, hay tin v phng ng v.v.)
Phng hng chin lc
Chin lc ca cng ty thnh vin M hnh trin khai
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V d thc tin:Chin lc kinh doanh ca T vin thng c
1. Tnh bn vng trong Tp an vin thng c cam kt pht trin bn vng, vi mc tiu trthnh mt DN bn vng trong mt x hi bn
vng Khi nim bn vng trn nguyn tc a ra ti hi ngh thng nh v mi trng 1992
ti Rio de Janeiro (3 yu t KT, XH, MT) CL c th ha vin cnh Lnh vc VT l h thng thn kinh ca mt x hi hin i
nhn thc trch nhim v tim nng To ra gi tr gia tng t kha cnh kinh t c ngha l sn phm v dch v sng to phi
hng n nhu cu khch hng2. Phng hng chin lc T-Spirit lm cho khch hng ngng m nh gi cao v gi tr t bn ngai ci m khi ra quyt nh nhng quyt lit trong hnh ng to ng lc v c hi cho nhn vin hnh tng mi nhn vin u l vin thng3. Chin lc ca cng ty thnh vin
T-Com T-System T-Mobile T-Online4. M hnh trin khai
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Bn cht qun tr chin lc (1/2)
1. Nhng kh nng qun l doanh nghip (W. Kirsch,1997)
K hoch ha tp trung Laissez-faire Tin ha theo hoch nh, v d: Ci cch/i mi: s kt hp
gia tng v kinh nghim thc tin
2. T duy khc bit Thu thp v qun tr thng tin t l thuyt, thc t v m hnh ng
dng
3. Trc tin lm sng t nhn thc v t duy v hnhng chin lc, tip theo l hp l ha chng
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Bn cht qun tr chin lc (2/2)
4. Mang li li ch Quy trnh hc tp tp th v khng ngng: Mi quy trnh ra quyt
nh l mt quy trnh hc tp (Royal Dutch/Shell) Kh nng tip th nhanh hn chnh l u th cnh tranh
5. Ch mang tnh chin lc nh chi phi phng
hng pht trin v nh hng ti s tn ti, v d: ut vo lnh vc kinh doanh mi, lp lin minh vi nhcung cp, p dng m hnh gia tng gi tr sng to
Chin lc l nhng g dn ti s hnh thnh v bo m tim
nng thnh cng (A. Gaelweiler, 1987)
6. Kh xc nh ranh gii gia nhng g l CL v Khng-CL, v d: D n R&D hay Yu cu t hng
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Mc tiu cao nht v chin lc: tng trng bnvng c li nhun vi t mo him 1/3
Chin lc tng trng Tng trng thng qua chn p :
Sn phm mi
Dch v tt hn
Thng hiu tt hn
Tng trng thng qua sng to v sn phm v dch v
Mua thng hiu
Tng trng thng qua thu tm Nh cung ng
Th trng
Cc i th cnh tranh
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Mc tiu cao nht v chin lc: tng trng bnvng c li nhun vi t mo him 2/3
Chin lc nh hng ti li nhun (Sn xut hay chin
lc nh hng ti chi ph) Gim chi ph:
Chi ph sn xut
Chi ph qun l
Chi ph phn phi
Chi ph pht trin
Ti u ha ng vn trong ti sn thit b v ti sn lun chuyn
Tng nng sut lao ng
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Mc tiu cao nht v chin lc: tng trng bnvng c li nhun vi t mo him 3/3
Chin lc nh hng ri ro
Gim ri ro thng qua chn p:
N trnh
Gim
Chuyn sang i tng th ba Tng tim nng hn ch ri ro
Trang b vn t c
D tr phng tin thanh tan
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Quy trnh qun tr chin lc
Phn tchchin lc Thit kChin lc Trin khaichin lc
-Thc trng:
Chng ta ang ng u?
-Tnh trng tng lai:
Chng ta mun ti u?
Gii php:
Chng ta i ti nh th no?
Phn tch tim lc doanh nghip
Phn tch nng lc th trng bn ngoi
Tp hp ccngun u t
nh v chin lc
Hach nh chin lc
iu chnh v gim st
Gii php chin lc ph hp
Ti c th lm g?
Nhu cu ca th trng?
Lm th no m tng thctrng?
Ti phi thit lp nhngg thnh cng?
Mc tiu/nh hngno ti phi theo ui?
H tr victhc hin nh th no?
Cn c hnh ng g t c mc tiu?
Quy trnh lin tc
Tnh hnh
ti chnh vchi tiu
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Chng ta ang ng u? 1/6
Vn ha doanh nghip theo Ansoff
mi th nh cnh hng qu khS ri ronh hng tnh trngHng ni
Bi theo dng
nh hng hin tiGim thiu ri roPhn ng
Lp k hoch trcBit r tng laiBc vo mo himBit trc
Hy khi c vn xy ra
Tng lai khng bit trcNhn thc c hi ri ro
Khm ph
u t vo tng lai
Tng lai mi Hng ngai Sng to
Qukh
Hinti
Tnglai
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Chng ta ang ng u? 2/6
Vng i sn phm
Sn phm hoc dch v c timnng nh th no?
Khi no th phi thc hin i mi?
Khi no th phi y mnh qungco?
Ti c tht mc tiu th, doanhthu v li l bao nhiu?
Tiu th, doanh thuv li
Thi gian
Trin khaiPht trin Cc thnh Gim thiu
Li
Tiu th, doanh thu
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Chng ta ang ng u? 3/6Phn tch nhm tp hp cng ngh theo Pfeiffer
nhiu
t
trung
bnh
t
trung bnh nhiu
xut chun
u t
Chn lc
Hy u t
Th mnh ngun lc
Ngun lc cng ngh Th mnh v ti chnh
Thc trngcng ngh
Tnh n nhv cng ngh
Ngn sch Ngn schtip theo
Shpdn
cacngngh
Nhucuv
cngng
h
Ttim
nng
ca
cngngh
P
hm
viv
loihnh
ng
dng
-
Qu
trn
h
khuych
tn
-
Yucu
v
thig
ian
Kh
nng
tip
tc
phttrin
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Chng ta ang ng u? 4/6
Phn tch vm: M hnh PESTEL
Doanh nghip
Chnh tr
S n nh chnh trChnh sch thu
Quy nh vngoi thng
Kinh tVng i ca sn phm
Th trng t bnLm pht
Tht nghip
Vn ha x hiPht trin nhn lc
Phn chia thu nhp
Trnh gio dc
Cng ngh
Chuyn giao cng nghi mi cng ngh
H tr ca nh nc
Mi trngLut bo v mi trngTiu th nng lng
X l cht thi/ Ti s dng
Lut phpLut lao ngLut cnh tranh
an ton ca sn phm
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Chng ta ang ng u? 5/6
Th trng mong i g? Design to costNu xc nh c chi ph mctiu, th ngi ta c th hin thcha yu cu gim chi ph mt cch
c h thng bng phng phpthit k chi ph.
Nhim v ca vic thit k chi phda trn kt qu ca chi ph ngnsch nhm tin hnh v xc nh
thng tin c th trong khi pht trinsn phm.
Nguyn nhn chi ph
nh mc chi ph
Cng on sn xut
70% tng chiph cho vicsn xut nm giai on thit
k v thnghim
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Chng ta ang ng u? 6/6
Phn tch SWOT 1-3Situationsanalyse
Unternehmensinterne
Faktoren
Unternehmensexterne
Umweltbedingungen
SWOT - Analyse
Strken
(S trength )
Schwchen
(W eaknesses )
Chancen
(O pportunities )
Risiken
(T hreats )
Phn tch tnh hnh
Cc nhn t trong ni b
doanh nghip
Cc iu kin mi trng
bn ngoi doanhnghip
SWOT - Phn tch
im mnh
(S trength )
im yu
(W eaknesses )
Chancen
(O pportunities )
Risiken
(T hreats )
C hi
(O pportunities )
Ri ro
(T hreats )
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C-SWOT (Phn tch SWOT-Khchhng) 2-3
(C-W) im yu(C-S) im mnh
(C-O) C hi (C-T) Nguy c
H qu l?Khch hng c hngli qua nh th no
H qu l?iu g s b cn tr
H qu l?
Lnh vc kinh doanh mi noc hnh thnh
H qu l?Nhng lnh vc kinh doanh nos b khch hng lai b
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V d (8 pht)C-SWOT: Phn tch SWOT-Khch hng 3-3
(W) im yu(S) im mnh
(O) C hi (T) Nguy c
C-S 1 Chng ta c v tr s 1 ti Vit Nam
H qu l: ???C-S 2 Cng ngh c chng minh v b quytH qu l: ???
C-S 3 C cu n nh v doanh thu caoH qu l: ???
C-S 4 Thit b hin iH qu l:???
C-W 1 Thiu s hn din v phn phi trn th trng quc tH qu l: ???
C-W 2 T chc quan liu, nng nH qu l: ???C-W 3 S cng hng thp gia cc phng kinh doanh & n v sx
H qu l: ???C-W 4 Th phn dch v thp
H qu l: ???C-W 5 t i tc v nh phn phi trung thnh
H qu l: ???
C-O 1 Tip tc m ca th trngH qu l: ???
C-O 2 Cng ngh i trc 2 nmH qu l: ???
C-O 3 D tha nng lc sn xut ca cc nh cungcp linh kinH qu l: ???
C-O 4 Nhu cu v cc dch v mi (kinh doanh in t)H qu l: ???
C-T 1 Cc c ng mi mua cc i th cnh tranhchnhH qu l: ???
C-T 2 Xu th kinh doanh thng qua Internet.H qu l: ???
C-T 3 Khch hng yu cu ko di vng i sn phmH qu l: ???
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V dC-SWOT: Phn tch SWOT-Khch hng 3-3
(W) im yu(S) im mnh
(O) C hi (T) Nguy c
C-S 1 Chng ta c v tr s 1 ti Vit Nam
H qu l: Chng ta c phng tin thnhcngC-S 2 Cng ngh c chng minh v b quyt
H qu l: Chng ta t ra cc tiu chunC-S 3 C cu n nh v doanh thu cao
H qu l: chng ta t ra cc mc tiu di hnC-S 4 Thit b hin i
H qu l: Chi ph sn xut thp
C-W 1 Thiu s hn din v phn phi trn th trng quc tH qu l: B l cc c hi
C-W 2 T chc quan liu, nng nH qu l: phn ng chm trc cc yu cuC-W 3 S cng hng thp gia cc phng kinh doanh & n v sx
H qu l: gim kh nng cnh tranhC-W 4 Th phn dch v thp
H qu l: khng c nhn nhn l nh cung cpgii php
C-W 5 t i tc v nh phn phi trung thnh
H qu l: thiu s tip cn khch hng nh
C-O 1 Tip tc m ca th trngH qu l: th trng tip cn rng hn
C-O 2 Cng ngh i trc 2 nmH qu l: cn thit u t vo c s h tng
C-O 3 D tha nng lc sn xut ca cc nh cungcp linh kinH qu l: Gi mua thp hn
C-O 4 Nhu cu v cc dch v mi (kinh doanh in t)H qu l: th trng phn khc mi i vi nh
cung cp linh hat
C-T 1 Cc c ng mi mua cc i th cnh tranhchnhH qu l: ra tng u t, sc p v gi c
C-T 2 Xu th kinh doanh thng qua Internet.H qu l: Ra tng i hi v s linh hot
C-T 3 Khch hng yu cu ko di vng i sn phmH qu l: gim nhu cu
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Quy trnh qun tr chin lc
Phn tchchin lc Thit kChin lc Trin khaichin lc
-Thc trng:
Chng ta ang ng u?
-Tnh trng tng lai:
Chng ta mun ti u?
Gii php:
Chng ta i ti nh th no?
Phn tch tim lc doanh nghip
Phn tch nng lc th trng bn ngoi
Tp hp ccngun u t
nh v chin lc
Hach nh chin lc
iu chnh v gim st
Gii php chin lc ph hp
Ti c th lm g?
Nhu cu ca th trng?
Lm th no
m tng thctrng?
Ti phi thit lp nhngg thnh cng?
Mc tiu/nh hngno ti phi theo ui?
H tr victhc hin nh th no?
Cn c hnh ng g t c mc tiu?
Quy trnh lin tc
Tnh hnh
ti chnh vchi tiu
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Ti phi thit lp g t c thnh cng? 1/3
Chin lc mng th trng theo Ansoff
Thm nhp
th trng
- M rng
th trng
-
Pht trinsn phm
a dng ha
c mi
C
Mi
Th trng
Snp
hm
M rng lnh vcng dng sn phm
Chuyn nhngkhch hng
Khch hng mi
S sng to
Gii php h thng
Me - too - Sn phm bt trc
M rng phm vi
Lnh vc thay th mi
Phn khc th trng
ngang
dc
Khi (bn cnh)
Trnh t phi hp gim dn
1
2 4
3
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Th trng c Th trng mi
Pht trin sn phm
Snphms
nc
Snphmm
i
Thm nhp th trng Pht trin th trng
Chi ph
Xc sut
thnh cnga dng ha
th
Ansoff
Ti phi thit lp g t c thnh cng? 2/3
Mc chi ph v xc sut thnh cng
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Ti phi thit lp g t c thnh cng? 3/3
Chin lc ca Bowman & Faulkner
Gi
tr
li
ch
nhnbit
c
Thp
Cao
Thp CaoGi
Gi
thp
Gi cao ti gitr li ch tiu
chun
Gi caong thigi tr li ch thp
Cc chin lc v s khc bit
Cc chinlc gi
thp
Cc chin lcnguy him
Gi chun ph thngv
gi tr li ch thp
Khc bitiu chnh
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Mc tiu no ti phi theo ui?
Trin khai chin lc dc theo chui gi tr
Marketing
& Vertrieb
Eingangs-
logistik
Ausgangs-
logistik
Produktion
Ertrge
Ertrge
Service
Sekundre
Aktivitten
Primre
Aktivitten
Unternehmensinfrastruktur(Fhrung, Finanzmanagement, etc.)
Beschaffung (Rohstoffe, Betriebsmittel, Anlagen, etc.
Technologieentwicklung (Forschung & Entwicklung, IT-Systeme, etc.)
Personalwirtschaft (Personalplanung, -beschaffung, -entwicklung, etc.)
Waren-eingang
Lagerung etc.
Fertigung Verpackung
etc.
Preise
Distribution Werbung
Verkauf etc.
Lager-
verwaltung Lieferung
etc.
Installation/Konfiguration
Wartung Zubehr Aftersales
etc.
Marketing
& Vertrieb
Eingangs-
logistik
Ausgangs-
logistik
Produktion
Ertrge
Ertrge
Service
Sekundre
Aktivitten
Primre
Aktivitten
Unternehmensinfrastruktur(Fhrung, Finanzmanagement, etc.)
Beschaffung (Rohstoffe, Betriebsmittel, Anlagen, etc.
Technologieentwicklung (Forschung & Entwicklung, IT-Systeme, etc.)
Personalwirtschaft (Personalplanung, -beschaffung, -entwicklung, etc.)
Waren-eingang
Lagerung etc.
Fertigung Verpackung
etc.
Preise
Distribution Werbung
Verkauf etc.
Lager-
verwaltung Lieferung
etc.
Installation/Konfiguration
Wartung Zubehr Aftersales
etc.
C s h tng doanh nghip (iu hnh, qun tr ti chnh..)
Kinh t nhn s (lp k hoch nhn s, pht trin nhn s, v.v)
Pht trin cng ngh (nghin cu & pht trin, H thng IT, v.v)
Thu gom (nguyn vt liu, thit b hot ng, u t ti sn ...)
Hotng
th
cp
Hotng
c
bn
Cung cp
u vo Hngha
Vt t
Sn xut
Ch to
nggi
v.v
Marketing
& bnhng
Phn phi
Q. co
Gi
Cung cp
u ra Qun llu kho
Giaohng
Dch v
Lp t
Bo dng
Ph tng
Khuynmi
Doanhth
u
Doanh
thu
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Mc tiu no ti phi theo ui? Chin lc Hybrid ca IKEA
- Trin khai chin lc dc theo chui gi tr
18
Ikea designed its business system specifically forits selected segment
Logistics DistributionService
DistributionService
Marketing& SalesDesign Production
Non-life
-time
furniture
segmen
t
IKEA
In-housespecialism
Outsourcedto specialistsfor volume,self- assembly Private
label
Hub storage& materialstracking
Own stores,location,display
Low cost Branddownplay
Convenience,low emotion
AvailabilitySimplicity,designed to costhigh
low
What?
How ?
What?
How ?
Value Chain
importance
StrategicMarketing
UnderstandConsumersRequirements
In-house& ExternalMarket&Consumer
Analysts
18
Ikea designed its business system specifically forits selected segment
Logistics DistributionService
DistributionService
Marketing& SalesDesign Production
Non-l
ife-time
Nhmg
khngt
heochu
ksng
snph
mseg
ment
IKEA
In-housespecialism
Outsourcedto specialistsfor volume,self- assembly Private
label
Hub storage& materialstracking
Own stores,location,display
Chi ph thp Branddownplay Convenience,low emotionKh nngsn cn gin,Thit k theo chi phhigh
low
What?
How ?
What?
How ?
Value Chain
importance
StrategicMarketing
Hiu nhu cuca khch hng
In-house& ExternalMarket&ConsumerAnalysts
Cao
Chui gi tr
Quantrng
Ci g?
Nh thno?
Ikea thit k h thng kinh doanh ca mnh c bit chophn khc chn
Thp
Marketing
chin lcThit k Sn xut
Phn phi
Dch v
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Quy trnh qun tr chin lc
Phn tchchin lc Thit kChin lc Trin khaichin lc
-Thc trng:
Chng ta ang ng u?
-Tnh trng tng lai:
Chng ta mun ti u?
Gii php:
Chng ta i ti nh th no?
Phn tch tim lc doanh nghip
Phn tch nng lc th trng bn ngoi
Tp hp ccngun u t
nh v chin lc
Hach nh chin lc
iu chnh v gim st
Gii php chin lc ph hp
Ti c th lm g?
Nhu cu ca th trng?
Lm th no
m tng thctrng?
Ti phi thit lp nhngg thnh cng?
Mc tiu/nh hngno ti phi theo ui?
H tr victhc hin nh th no?
Cn c hnh ng g t c mc tiu?
Quy trnh lin tc
Tnh hnh
ti chnh vchi tiu
Ti t i kh i h th ?
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Ti s trin khai nh th no?
V d: Qun tr sn phm 1/3
Produktdefinition
Produktrealisierung
Produkteinfhrung
ProduktpflegeOutphasing
Khi nim
sn phm
Trin khai sn phmChm sc snphm Outphasing
a sn phm voth trng
Ti t i kh i h th ?
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Ti s trin khai nh th no?
V d: Nhim v Nh qun tr sn phm 2/3
Sn phm mi/ Dch v:
Li ch khch hng c th nhn bit Gii quyt cc vn ca khch hng
Sc hp dn ca th trng cao
C s thng tin tt trong lnh vc sn phm
K hoch kinh doanh c cu trc
Minh bch chi ph
Chi ph v gi c ph hp vi th trng
Pht trin d n chuyn nghip
Cht lng sn phm nh hng th trng
Tip cn th trng chuyn nghip bao gmvic s dng cc hin tng tc ng n qutrnh tiu th
Cc nhn t chnh chos thnh cngca sn phm mi hoc
dch v
Ti t i kh i h th ?
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Ti s trin khai nh th no?
V d: Yu cu i vi Nh qun tr d n 3/3
nh hngnhn s
Cao
Thp
Thp Cao nhhngnhim v
Ngilnhochun
Ngi tha hip
c ti
Ngi chu trchnhim cho d n
Chuyn giaNgi quntr
C tinh thntrch nhim
nh gi ri rong v nhanh
T duy
Nhn ni khngc chp
Kin thcchuyn ngnh
Tham vng vkinh t
Kho lo trongm phn
Qun tr tt
Kh nng idin
Khch quan
Kho lo trongm phn
K lut
Ti nng tchc
Quyn uy
Kh nng phihp
Kh nng tchc v truynt truyn thngtin
Kh nng lnh hinhanh
Phng php lmvic h thng, hpl
Lun sn sng hchi
Thch hot ng
Ti nng t chc
Kin thc chuynngnh su rng
Tnh gi chnhxc
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Phn 2Mc tiu v Xc nh mc tiu
chin lc
Mctiu
Ch h h d h hi
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Chnh sch doanh nghip
B chi phi bi 3 yu t:1. Vin cnh
2. S mnh3. Hnh mu
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Vin cnh v nhng gi tr doanh nghip
Mt vin cnh chung coi nh l mt Ngn hi ng cho minhn vin: Vin cnh ch ra phng hng, hng i vtng lai
Mt h thng gi tr ca doanh nghip to nn nn tng sha ng mi c nhn trong doanh nghip
Trong trng hp l tng th tt c cc gii php tn ti trongdoanh nghip u hng ti vin cnh doanh nghip v ccgi tr doanh nghip
Vin cnh doanh nghip v nhng gi tr doanh nghip l iukin cho ng lc v l ngun nng lng trong doanh nghip
Vi h h i t d h hi
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Vin cnh v nhng gi tr doanh nghip
Nhng vin cnh thc v nhng vin cnh khng thc
Tng lai l khng gian bao hm nhng kh nng cachng ta, n cng l khng gian bao hm t do ca chngta
Doanh nghip ca Bn l gii php ca cc vn
Nhng vin cnh doanh nghip y uy lc
Vn ha doanh nghip v nhng gi tr doanh nghip
Hnh mu v doanh nghip Truyn thng doanh nghip
Vi h th kh th 1/2
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Vin cnh thc v khng thc 1/2
Nu Bn mc v mtiu, th Bn c th lm ciu (Walt Disney)
Nhng vin cnh thc v nhng vin cnh khng thc: Skhc nhau nm u?Mt vin cnh chung s thc s l mt vin cnh, nu nh nhiu ngighi nhn n, bi v vin cnh phn nh tan b s xc lp mc tiu cnhn ca h
Vin cnh khng cn phi l ci tn ti c sn cho nhiungi
Vin cnh khng phi l nhng cu so rng
Vin cnh cn phi l mt s nhn nhn r rng v tng lai Vin cnh mang li mt iu g
Vi h th kh th 2/2
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Vin cnh thc v khng thc 2/2
Mt vin cnh thc cn phi gn kt vi mt s mnh, tc lgn lin vi sng gp cho thnh vng chung
Ct li ca mt vin cnh cn phi th hin c trn lnh vcm doanh nghip mun nm gi v tr dn u
Mt vin cnh thc s cn phi tha mn t nht bn iu kin
sau y: Cc nhn vin phi ha ng vi vin cnh Vin cnh phi ph hp thc tin
Vic din t khng c cng nhc v gio iu
Vin cnh phi c thc thi bng tim nng v ngun lc ca doanhnghip
T l i l kh i b h kh
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Tng lai l khng gian bao hm kh nng s
t do ca chng ta 1/2
Trong th gii ngy nay ca chng ta, khi m mi s vt
khng ngng i thay, th s bm gi nhng hnh mu angtn ti v l gii v hat ng s l mi him ha ca s tnti
Nhng l l sau y c th lm cho ngi ta nhanh chng blai ra khi th trng: iu ny chng ti lun lun lm nh vy
iu ny chng ti cha tng lm
Ngi ta khng th thay i c qu kh, nhng tng laith lun gi m
T ng lai l khng gian bao hm kh nng s
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Tng lai l khng gian bao hm kh nng s
t do ca chng ta 2/2
Mt vin cnh l mt bc ha hp dn v mt tng lai no, mt tng lai m mt doanh nghip mong mun vn ti
Ch khi vn ti mt vin cnh th Bill Gates mi tr thnhngi thnh cng: Nhn c thng tin chbng mt thao
tc bm con chut Con ng tt nht d bo v tng lai nm ch, t tm
ra tng lai v xy dng n
Khu hiu ca mt doanh nghip thnh cng cn phi l: Til ngi sng lp ra th gii ca ring ti
Doanh nghip l gii php vn
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Doanh nghip l gii php vn
Ch nhng vin cnh doanh nghip thc mi gii quyt nhng vn thc s ca khch hng:
Nhng doanh nghip thnh cng gii quyt nhng vn trng tm cakhch hng mt cch tt hn r rt nhng doanh nghip khc
Cu hi nh hng:
Th gii ny s b thiu ci g, nu nh khng tn ti doanhnghip ca Bn?
Bn phi lm g nhn vin ca Bn c lng t ho khi thc hin cngvic?
Bn c nhng dnh kinh doanh g c th gy ra s tp trung ch
trn th trng? Bn c nhng n chin lc tt no Bn to ra s khc bit vicc doanh nghip sng cn li?
Vin cnh doanh nghip y uy lc
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Vin cnh doanh nghip y uy lc
Mc tiu cng th hin r trc mt bao nhiu, th xc sut thchin c iu cng tng ln by nhiu
Tng lai thuc v ngi tin tng vo sc mnh ca vin cnh
Vin cnh doanh nghip y uy lc l ngun ng lc i vi nhn vintrong tm kim sp ng nguyn vng ngh nghip ca h trongdoanh nghip
Nhn vin mong mun nhiu hn l ch tr tin cng cho cng vic ca
h: Ai yu cu kt qu cng vic th cng phi a ra ngha ca cng vic
Nhng hat ng mang nhiu ngha sinh ra nng lng v to nn nglc cng nh s thc y hnh ng
Vin cnh doanh nghip y uy lc cn phi n gin v tp trung vobn cht ca vn
Vn ha v nhng gi tr doanh nghip
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Vn ha v nhng gi tr doanh nghip
Vn ha doanh nghip l s tng th tt c nhng iu hinnhin trong doanh nghip
Vn ha doanh nghip l sc mnh tim n trong doanhnghip, n c thc s dng thc hin vin cnhdoanh nghip
Vn ha doanh nghip th hin thng qu nhng gi tr
Nhng gi tr l s nhn nhn ng tnh v su sc ca mtsng trong mt tp hp x hi v nhng gi tr mong i
Gi trc hnh thnh trong mt tp hp x hi mt cch
c lp Gi tr lm cho doanh nghip c gi tr
Hnh mu doanh nghip
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Hnh mu doanh nghip Chin lc doanh nghip ra: Chng ta ing lm sao cho ng
Hnh mu doanh nghip tr li cu hi: Chng ta c ingngkhng?
Hnh mu miu t trit l doanh nghip v ch hnh thnh tm qun lcao nht
Hnh mu sinh ra mi lin h gia vin cnh v kinh doanh trin khaihng ngy, n c nhim v:
ra ch th hnh ng c th To ra h thng gi tr chung
Ch ra li ch ca cng vic hng ngy
ra s hin nhin ng thun
Th hin phng hng i vi s pht trin doanh nghip
Hnh mu xcnh mc tiu chin lc ca doanh nghip
Mc tiu doanh nghip
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Mc tiu doanh nghip
Kinh t vi m cin homo oeconomicus: doanh nghip theo ui mctiu ti u ha li nhun ca doanh nhn ra
1960 er: H thng mc tiu vs. mc tiu li nhun Mc ch doanh nghip l to ra gi tr Mc tiu tin t- li nhun- doanh thu- kh nng chi tr- bo tan vn v.v. Mc tiu phi tin t- tng th phn hay tng trng- uy tn v quyn lc- m bo vic lm
- gim thiu nhim mi trng- chu cp mt hng nht nh cho ngi dn- c lp v.v.
Cc lai mc tiu
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Cc lai mc tiu
Theo mi quan h gia cc mc tiu
1. Mc tiu b sung ln nhau
2. Mc tiu cnh tranh3. Mc tiu thay th
Tng quan nguyn l qun tr
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Tng quan nguyn l qun tr
1. Bao gm h thng quy tc, chng t hot ng clp v kt qunh lng c. Nhm mc chcao nht l tng hiu qu cng vic ca cc nhqun l (gim cng vic thun ty, tng cng vicmang tm nh hng)
2. Phi tng quyn t ch cho mi nhn vin trong khitc nghip, qua gii phng ngun lc sng to3. Phi kch hot kh nng thch nghi ca doanh
nghip vi iu kin ngoi cnh hng ti mc tiulu di
Phn lai nguyn l qun tr
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g y q
1. Nguyn l qun tr theo nh hng gii quyt vn yquyn
Management by Exception (Qun l trn nguyn tc ngai l) Management by Decision Rules (Qun l trn quy tc ra quyt
nh)
M hnh HarzburgerhayQun l trong phm vi nhn vin
2. Nguyn l qun tr theo nh hng kt qu mc tiu Management by Objectives (Qun l thng qua tha thun mc
tiu)
Management by Results (Qun l thng qua nh hng kt qu)
Qun l trn nguyn tc ngoi l (1/1)
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g y g ( )
Vic ra quyt nh lin quan ti cng vic thngngy
c
y nhi
m hon ton
Nhn vin c tha lnh ti mt mc cho php
Ch can thip vo nhim v cng vic cp di khi
c xu hng chch mc tiu v ra quyt nh trongnhng tnh hung c bit
u im: tng ng lc v tinh thn trch nhim
Nhc im: nguy c che y thng tin t cp di
Qun l da trn quy tc ra quyt nh (1/2)
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q y q y ( )
y quyn ra quyt nh gn vi a ra quy tc raquyt nh
Gii quyt vn iu phi trong quy trnh ra quytnh c nhiu ngi tham gia
Nhc im: Nhng tnh hung ra quyt nh phic thc nhn bit trc, do hn ch p dng
M hnh HarzburgerhayQun l trong phm vi nhn
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vin (1/3) Quyt nh c a ra t nhn vin
Khng giao tng nhim v m y thc mt lnh vcc th
Cn bn m t cng vic chi tit
Qun l thng qua tha thun mc tiu (2/1)
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Lnh o v nhn vin cng tham gia xc nh mctiu
Vic ra quyt nh khng quan trng, m quan trngl kt qut c
Trong phm vi nhim v, nhn vin t chn conng i ti mc tiu
Mc t mc tiu chi phi quyn li
iu kin t ra: Hoch nh chi tit mc tiu tngphn v h thng gim st kt qu
Qun l thng qua nh hng kt qu (2/2)
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Lnh o p t ch tiu v gim st kt qu cngvic ca nhn vin
Hiu qu cng vic thu c do thng xuyn gimst nhn vin v yu cu ra i vi nhn vin cmi tng quan vi cht lng sn phm
Nguyn l theo xu hng c ti bi kt qu b chiphi bi lnh o v nhn vin t c quyn gp
Qun tr chin lc 1/2
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Qun trchin lc l mt qu trnh sp xp linh hotccchin lc, hotng v kt qu kinh doanh, n bao gm
nhn lc, cng ngh, ngh thutiu hnh...
Gup cho thc thi mc tiu
Mt hot ng lin tc iu chnh phng hng v duy tr hot ngkinh doanh ca mt t chc
Qun tr chin lc 2/2
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Chnh sch
Kinh doanh
Trch nhim gii trnh & thuyt phc
Ban lnho
Ban lnho
Tc ng n iu hnh
Tc ng n trch nhim
c im Qun tr chin lc
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C tm nhn r rng trong tng lai Phng hng chin lc c cc nh qun l cp cao,
i tc v nhng ngi gp vn tn thnh
C ch cho trch nhim gii trnh, v d: vi cc khch hngtrong vic p ng k vng ca h cng nh trng tm trongvic p ng c cc mc tiu chnh sch
Khun kh chung cho ngi qun l mt vi cp (t
qun l bao qut cho ti vic sp xp nhng bo co ni b)m bo c th cng phi hp mi th vi nhau (nhiumc tiu) thm ch c khi c s cnh tranh gia th t nhngcng vic u tin v cc mc tiu khc nhau
Kh nng khai thc c hi v ng ph trc nhng thay it bn ngoi
Mt khun kh cht ch cho qun tr ri ro
Qun l thng qua tha thun mc tiu
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Lnh o v nhn vin cng tham gia xc nh mctiu
Vic ra quyt nh khng quan trng
Trong phm vi nhim v, nhn vin t chn con
ngi ti mc tiu Mc t mc tiu chi phi quyn li
iu kin t ra: Hoch nh chi tit mc tiu tng
phn v h thng gim st kt qu
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Phn 3Phn tch chin lc cho vic
hach nh kinh doanh
Cc tc ng ca chuyn i
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05.2007 Sng to trong kinh doanh 76
Vic ton cu ho v s phc tp ngy cng tng edon vic kim sot s chuyn i
N lm gia tng cc yu t tiu cc vi nh hngnht nh n s pht trin, ti sn v cht lngcuc sng
Cc tng pht trin kinh doanh mi b ph sn
Nn kinh t mi b hn ch v khin cho s pht
trin kinh t ni chung ri vo tnh trng kh khn
Yu t mi trng i vi doanh nghip
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Sc p gi c/sc p chi ph
Ton cu ha i th
Mc tiu:Sn phmthnh cng
a dng ho snphm ngy cng tng
Nhu cu ngy cng lnv cc gii php chuyn
bit ho khch hng
Nhu cu khchhng tng
Thi gian thanh tondi hn, v d do
u t tng
Thi gian s dng
sn phm ngn hn
1 nm
Cost
Phn tch ngai cnh
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Phn tch mi trng ngnh
Phn tch mi trng vm Phn tch khch hng
Phn tch i th cnh tranh
Phn tch mi trng ngnh 1/2
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5 lc lng cnh tranh theo E. Porter
Nhng i th cnh tranhtim nng mi
- Thiu lc lng chuyn mn+ Kh nng gn b vi khchhng
S canh tranh gia ccdoanh nghip n nh
+ Kh nng khc nhau+ Tng trng ca ngnh- mc cnh tranh gia tng
Nhng sn phm thay th
+ Hu nh khng c s thay thbng cc sn phm khc
Quyn lc ca nh cungcp
+ C thi c nh cung cp
Quyn lc ca khch hng
- S ph thuc- D dng thay i ngi cungcp bn hng
Phn tch mi trng ngnh 2/2
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nh gi v
tnh h
p d
n c
a th
tr
ng
Nhng yu t tc ng ti tnh hp dn ca th trng Tc ngli nhun
Th trng m rng +
Mc cnh tranh -Ri ro t xut pht nhng sai lm tnh tan, nng sut lao ng thp mt cchkhng mong i v.v.
-
Nhy cm gi c ca bn cu -
Kh nng a dng ha sn phm cng nh sn phm +
Nhy cm v chu k tng trng kinh t -
ng vn, gnh nng ca chi ph cnh -
Mc gn b khch hng +
Quyn lc m phn ca khch hng -
Quyn lc m phn ca nh cung cp -
Sn phm thay th -
Ro cn thm nhp th trng i vi nhng i th cnh tranh mi +
...
Phn tch mi trng vm 1/3
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Xu hng trong mi trng doanh nghip
Th trng:
Khch hng
Sn phm
Cnh tranh
Nhng xu hng MEGA
Nhng xu hng chnh tr
Nhng xu hng cng nghNhng xu hng x hi
Nhng xu hng khch hng
Quy trnh:
Sn xut
Gia tng gi tr
T chc
Nhn vin/Lnh o
Phn tch mi trng vm 2/3
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Phn tch S-T-E-P
S: Mi tr ngxhi
T: Mi tr ng cng ngh
E: Mi tr ng kinh t P: Mi tr ng chnh tr
Th trng/Khch hng
Quy trnh Ti chnh/Ri ro
Nhn vin/
Lnh o / Hc
tpMi trng xhi
Mi trngcng ngh
Mi trngkinh t
Mi trngchnh tr
Phn tch mi trng vm 3/3
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Nu gi xoay chiu, th c ngi xy tngnhng c k khc th xy ci xay gi
M t xu hng: Cng, Sdng tit kim nng lng, Ga trcimnh c ...
Dan: (Thng so v s pht trin)
C hi:
Tm quan trng:
Nguy c:
nh gi/Kt lun:
Nhng kh nng no c ngha
Lai doanh nghip no c li th
nh gi xu hng
Phn tch khch hng 1/4
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Nu ngi ta dnh lm tt mt ci g , ngi ta khngth lm ra n phc vc cho tt c mi ngi: Hylm tt c phc v nhm khch hng ng Phn tch ABC
Phn tch tp hp khch hng
Nhng n tng tt sc k ti 3 ngi, nhng ntng xu k ti 10 ngi
Gi tr khch hng: Doanh thu
Chi ph
Gi tr ph trng
Gi tr thng tin
Gi tr an tan
Khch hng loi A:
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Phn tch th hng ABC
Khch hng
Doanh thu
Qui tc 20/80 theo nh gi ca Alfredo Pareto
C tm quan trng sngcn vi cng ty ca bn Ngun tp trung cadoanh thu thit yu C lin quan chin lcvi cng ty ca bn C kh nng to mi quanh lu di Trung thnh vi cc iukhon hp ng k
Phn tch khch hng 2/4 Tp hp khch hng
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THPHu tin i thcnh tranh
TRUNGBNH
H khng u tin ai
CAOHu tin doanhnghip chng ta
CAOKang ln
Khch hng(cn) tn cng
Khch hngtim nng
Khch hngthen cht
No. 1TRUNGBNHK chy theo
Khch hng(cn) kch
hat
Khch hngtiu chun
Khch hng utin
THPK tht bi
Khch hngthng
Khch hngvng lai
Khch hng cnkit
V th cnh tranh tng i
Tnhhpdncakhc
hhng
Phn tch khch hng 3/4
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c trng sn phm
Gi c Chi ph hat ng
Cht lng
Mu m
Dch v
Thng hiu
Xc nh nhng yu t quyt nh ti vic mua hng
c trng doanh nghip S gn b vi khch hng
T vn khch hng
ng hn
Kh nng cung ng
H thng phn phi iu kin thanh tan (Vay?)
Uy tn
Dch v sau khi bn hng
Hy phc v trc khi thu nhp
Phn tch khch hng 4/4 S hi lng khch hng
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Doanh nghip ca Bn tn ti nh vo s hi lng ca khchhng
S hi lng c ngha rng chnh khch hng mi quay tr lich khng phi l sn phm quay tr li
Xc sut v mt khch hng hi lng s tip tc qung b chochng ta t ti gn 100%
Phng php o lng s hi lng ca khch hng: Phng php khch quan Khng c mi lin h trc tip vi vn ca khch hng C mi lin h trc tip vi vn ca khch hng
Phng php ch quan o n d o minh bch
Phn tch i th cnh tranh 1/3
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m bo lu di v thnh cng trn th trng th vicphn tch v nhn nh vi th cnh tranh v cng cnthit
Trong th trng ngy mai khng phi l k ln chin thngk b, m l k nhanh chin thng k chm
B quyt ca thnh cng chnh l hiu c suy nghcangi khc, nht l suy nghca i phng
Nhng thnh cng ln u xut pht t s tp trung vo
th mnh ca bn thn
Phn tch i th cnh tranh 2/3
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c trng v so snh hu thNhng yu ttrng tm
-5 -4 -3 -2 -1 0 1 2 3 4 5
Cht lng sn
phm
Kh nng cungng
ng hn
Gn b khchhng
Thng hiu
Dch v
Mng li phnphi
Doanh nghip caBn p ng nhngyu t ny km
hni th cnhtranh
Doanh nghip caBn p ng nhngyu t ny tt hni th cnh tranh
Kh
nngtrao
i
Phn tch i th cnh tranh 3/3
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c trng v so snh hu th - v dNhng yu ttrng tm
-5 -4 -3 -2 -1 0 1 2 3 4 5
Cht lng sn
phm
Kh nng cungng
ng hn
Gn b khchhng
Thng hiu
Dch v
Mng li phnphi
i th cnh tranh 1 i th cnh tranh 2
Phn tch ni ti haymi trng ni b
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Phn tch thc trng ni ti chnh l kim tra sc
khei vi doanh nghip ca Bn M hnh 7-S ca McKinsey
Phn tch SWOT
Phn tch ni ti haymi trng ni b
7 S M d ll 1/2
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7-S-Modell 1/2
M hnh 7-S
Nhng nm 70er
Richard Pascale, TonyAthos, Robert H.Waterman jr. Chuyn
gia t vn ca cng tyMckinsey
Phn tch ni ti haymi trng ni b
7 S M d ll 2/2
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7-S-Modell 2/2 S-Chin lc Bn c nm c ni dung c bn CL doanh nghip khng?
Bn hy tm tt CL
Theo bn, CL ny c ph hp vi nhng thch thc tng lai khng? CL ny c nh v r DN trong mi trng kinh doanh khng?
CL ny c kh thi khng? ...
S-K nng doanh nghip DN c nhng kh nng v k nng ni tri g?
C nhng li th cnh tranh tng i khng?
K nng cn yu km l g? ...
S-H thng DN H thng no mang li nhiu hu ch?
Bn nh gi cht lng h thng ntn? Khim khuyt trong h thng l g?
Hnh ng khc phc ntn? ...
Phn tch ni ti haymi trng ni b
7 S M d ll 2/2
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7-S-Modell 2/2
S-i ng im mnh/yu ca nhn vin ntn?
Kt qu so snh vi i th cnh tranh ntn?
Loi nhn vin no cn thiu? c tng i tha? ...
S-C cu Bn nh gi th no v c cu DN?
C cu t chc hin nay cn tr hay h tr pht trin kinh doanh? ... S-Phong cch Hy nu nhng c trng c bn trong phong cch lnh o v phi hp lm vic ca nhn vin trong
DN! ...
S-Gi tr cng Gi tr cng chung s hu ca DN l g?
Gi tr ny c phi l yu t gn kt doanh nghip khng? ...
Phn tch SWOTT ni ti T bn ngai
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immnh
im yu C hi Ri ro
Th trng/Khch hng
Qui trnh
Nhn vin/ lnho
Ti chnh
T ni ti T bn ngai
Phn tch tng hp v mi trng kinh doanh:
M hnh PESTEL
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M hnh PESTEL
Doanh nghip
Chnh trS n nh chnh tr
Chnh sch thuQuy nh vngoi thng
Kinh t
Vng i ca sn phmTh trng t bnLm pht
Tht nghip
Vn ha x hiPht trin nhn lcPhn chia thu nhp
Trnh gio dc
Cng nghChuyn giao cng nghi mi cng ngh
H tr ca nh nc
Mi trng
Lut bo v mi trngTiu th nng lng
X l cht thi/ Ti s dng
Lut phpLut lao ng
Lut cnh tranh
an ton ca sn phm
Bi tp nhm
Phn tch SWOT Khch hng
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Phn tch SWOT-Khch hng Bn hy phn tch SWOT cho khch hng (20 pht)
Gi thit bn l khch hng Bn hy tm ra im mnh & yu cng nh c hi v mi
e da da trn gc ca khch hng Bn din ty , ngn gn, dng cu gin n v
nh s th t Bn hy khng nh kt qu vi cc cu hi theo h qu Ghi chp kt qu bi tp nhm v np li vs. i din
nhm trnh by
Sdng ttrnh chiu tip theo y
C-SWOT (Phn tch SWOT-Khchhng)
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(C-W) im yu(C-S) im mnh
(C-O) C hi (C-T) Nguy c
H qu l?Khch hng c hngli qua nh th no
H qu l?iu g s b cn tr
H qu l?
Lnh vc kinh doanh mi noc hnh thnh
H qu l?
Nhng lnh vc kinh doanh nos b khch hng lai b
Phn 4
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Phn 4Hoch nh chin lc cnh tranh
Nhng nguyn tc thnh cng ca
Qun tr chin lc
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Qun tr chin lc Thin nhin l Ngi Thy ln
Hc thuyt tin ha ca Darwins Nguyn tc tiu chnh Nguyn tc EKKAN Nhng nguyn tc thnh cng tip theo:
Nguyn tc ca yu t ti thiu Khng c tc ng nh hng m khng c nguyn nhn Hc cch t b S khc bit hay l cht
Hiu ng un ch
Thin nhin l Ngi Thy ln
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Doanh nghip l mt vt th sng
Trong thin nhin th thnh cng c ngha l tiptc tn ti
i vi doanh nghip th s thnh cng l mt hnhthc v mc t c mc tiu
Hc thuyt tin ha ca Darwins
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Survival of the fittest (Darwin)
Thng b dch sai l: Ch nhng k mnh nht mi tip tctn ti
Dch chnh xc l: Ch nhng k c kh nng thch nghic tt nht mi tip tc tn ti
iu kin ngai cnh cng thay i mnh, thdoanh nghip cng phi t thay i nhiu hn
Nguyn tc tiu chnh 1/2
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Tiu chnh l: Nhng tr ct ca ci cch
V d: Cy thc vt, Nhng em b mi sinh, Gien DNS hay nhngngi my ti tn hat ng theo nhng nguyn tc ny
Biu tng ca n l nhng vng xoay: Vng xoay theo hng lntrn hoc vng trn ma qu
Suy nghtch cc (Ci chai vi mt na, ci chai y mt na, ci chaiqu to):
Mi s thiu thn l mt c hi Cc s vt khng phi l th nh bn thn n, m n chnh l kt qu nhn
nhn ca chng ta
Cu tc ng ca Nht Bn: Tt c nhng ai b ng, khi m tip tc ng
dy u khng phi trng tay
Nguyn tc tiu chnh 2/2
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Trng tm: Trong s tp trung th ngi ch cnng lc trung bnh cng vt tri hn ngi ti
ba Trong th trng suy thai nhng sn phm c tnh
trao i s dn ti kt qu kinh doanh tiu cc
AAAA: Khc bit Vi Tt c Nhng ngi khc
Ch ra nhng nng lc c th nhn din oc trn
th trng (Chuyn trch, Kh nng v S tin cy)
Nguyn tc EKKAN
n gin Tp trung Kin nh Bn b - Li ch
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g p g
Ngi ta phi lm cc cng vic n gin nh c th, nhng khng thngin hn (Einstein)
Chng ta ch lm mt th, nhng chng ta s lm ci tt nht
Khng phi l cu hi, chng ta c th lm tt ci g, m l chng ta c thlm ci g tt hn mi ngi khc
Nhng cng vic quan trng ch thc hin na vi th khng c gi tr, vthng thng l na cn li mi l phn quyt nh
Con ngi thng nh gi qu cao nhng g l hin thc trc mt vnh gi thp nhng kh nng c c trong mt tng lai xa
Trao v Bn s nhn c Th gii ny s b thiu ci g, nu nh khng tn ti doanh nghip ca
Bn?
Nhng nguyn tc thnh cng quan trng khc
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Nguyn tc yu t ti thiu Mt h thng trong t nhin khi tng trng lun biu chnh bi yu t ti thiu ca n
Khng c tc ng nh hng nu khng c nguyn nhn Bn hy lun tm ra nguyn nhn ca nhng tc ng
Hc cch t b Ngn ng ngi da ni rng: khi con nga cht, th hy ri yn nga
Khc bit hay l cht S khc bit cng ln, th s hi ha v thnh vng cng gia tng
C cu cng tng t, th s cnh tranh o thi cng khc lit
Hiu ng un ch Hy hnh ng phn ng trc khi mun mng
Cc bc lp k hoch
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tngHnh thnh cc tn g v mng kinh doanh mi mang li gi tr
gia tng cho khch hng
Mc tiuCcxut v d n trin khai cc tng mi
K hoch hnh ngCc hotng ca nhm nhm tc mc tiu
V d
tng: M rng vic kinh doanh ca chng ta thng qua gi ca
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t g g c doa c a c g ta t g qua g c aphng o to
Cc mc tiu: 1. K mt hp ng cung cp bao hm cho cng ty
2 t doanh thu u tin vo T. 6/2010 ti phngk thut v phng bn hng
Hnh ng 1: 1.1 Gp g vi thnh vin ban gim c
1.2 Gi phc tho hp ng ti phng ti v
Hnh ng 2: 2.1 Xc nh trch nhim bn hng i vi k thutv phng bn hng v lp k hach ti thm khch hng2.2 nh gi nhu cu khch hng2.3 M cc kha o to v bo dng, sa cha
tng mi
V d: Pht trin khch hng
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Cc tngCc tng mi vi cc gi tr khch hng to ra thm cc cng vic
kinh doanh hoc bo v cng vic kinh doanh hin ti
V d: Pht trin khch hng
Bn suy nghsng to!Thot khi khun kh suy nghthng thng!
u tin ho cc tng mi
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A Trin khai khng cn bn ci nhiu
B tng m cn c s nht tr ca ban lnh o
C tng hay, nhng khng may l.
Bi tp nhm
tng pht trin khch hng
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g p gTheo cc nhm (1 gi)
Bn hy s dng phng php phn tch SWOT pht trin tng
Mi tng nn gip gim im yu ca khch hng hoc khaithc c hi ca khch hng (hoc chng li c c mi e da i
vi khch hng) Tho lun v ti u ha xut trong nhm
Phn loi cc tng theo loi A, B, C
Sp xp cc tng theo tim nng doanh thu
Tng hp tim nng doanh thu mi lai
Sdng Bng trnh chiu sau y
Bng: tng mi
# descriptionof the idea
added value(# in C SWOT)
typeABC
revenuecurrent
revenuepotential
M t t
Nhng gi tr gia tng(trong bng phn tch
Loi Doanh thuhin ti
Doanh thuti
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of the idea (# in C-SWOT) ABC current potentialtng(trong bng phn tch
khch hng) ABChin ti tim nng
Cc mc tiu
tngC t i h kh i th ki h d h b h i
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Cc mc tiuCc sng kin v cc d n nhm c th ha cc tng mi
Cc tng mi nhm khi ngun thng v kinh doanh, n bao hm gitr gia tng ln i vi khch hng
ngha ca cc mc tiu
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Mi mc tiu ra phi: Tn dng mt hoc nhiu th mnh ca bn (S-S) Lai b mt hoc nhiu im yu ca bn (S-W)
Gia tng c hi (S-O) Chng li cc nguy c (S-T)
V c phn lai da trn nhu cu ngun lc
Danh sch mc tiu
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Mi sng kin xut cn phi tha mn nhng
yu cu sau: S = c mc tiu r rng T = ra khung gii hn thi gian
A = Achievable: c th t c mc tiu M = Measurable: c th o c mc han thnhmc tiu
P = Personally assigned: qui c trch nhim
K hoch hnh ng
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tngCc tng mi nhm khi ngun thng v kinh doanh, n bao hm
gi tr gia tng ln i vi khch hng
Mc tiuCc sng kin v d n trin khai cc tng mi
K hoch hnh ngCc hot ng ca nhm chm sc khch hng t c mc tiu
Cc k hoch hnh ng
Nhng hot ng m nhm chm sc
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Nhng hot ng m nhm chm sckhch hng trong 6 thng ti phi thc hin
Cc k hoch hnh ng phi mang tnhc trngv tp trung vo mc tiu
Cc k hoch hnh ng phi xa b schnh lch gia thc trng hin ti v
tng lai
Cu hi then cht i vi
pht trin Chin lc cnh tranh
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Vn ct li ca cnh tranh: Cnh tranh bng
phng tin g? im cnh tranh: Cnh tranh u?
Chin thut cnh tranh: Chin thut no c sdng?
Quy tc cnh tranh: Cnh tranh theo quy tc no
Vn ct li ca cnh tranh - Phn loi chin
lc cnh tranh c bn 1/2
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Chin lc dn u v chi ph (M. E. Porter, 1985)
Tng quan gia chi ph mi sn phm v s lng snphm c sn xut hay ng kinh nghim trong dychuyn SX hng lot (BCG, 60er)
- Chi ph sn phm gm: Chi ph sn xut, chi ph vn, chi ph iuhnh, chi ph Marketing v.v.
- s lng SF nhn i th chi ph mi SF gim 20% - 30%
- L do: K nng cng nhn, Economies of scale
Vn ct li ca cnh tranh - Phn loi chin
lc cnh tranh c bn 2/2
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Sn phm khc bit hayChin lc khc bit ha (M. E.Porter, 1985)
- thit k nhng c im ring bit cho sn phm t, Coca Cola, Swatch,Singapor Airlines , v d nh: An ton, Cht lng, Tin nghi, Cng nghcao, Thit k, Dch v chm sc, Thng hiu v.v.
- Mc ch: Khch hng sn sng mua thm, tr thm
Hybrid/Hn hp hay Chin lc cnh tranh hn hp(Gilbert/Strebel, 1987)
- Thay i p dng 2 chin lc khc bit & dn u chi ph theo thi im
- V d: Hng Nht Bn Sony, Toshiba hay Honda nhng nm 80er dng CLdn u chi ph do nhn cng r, t 90er sn xut ng c xe th thao ttin
im cnh tranh hayChin lc trng tm ha
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Tp trung cnh tranh ti 1 phn khc (nhm
khch hng, dng sn phm. a phng nhtnh) hay 1 lnh vc sn phm
Thng p dng khi lng s-ri sn phm thp,
do vy thch hp vi doanh nghip N&V. V d: Hng Leica tp trung vo my nh cht
lng cao nht v phn phi ti mt si l nhtnh
Chin thut cnh tranh
Phng n tn cngTn cng tr c din
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Tn cng trc din to sc p nhiu mt i vi hot ng kinh doanh ca i th, v d: Deutsche Bank,
90er ti c iu kin: u t ngun lc ln
Tn cng bin Th trng phn khc, ni i th cn yu hoc cha quan tm v d: Pepsi Cola Vit
Nam
Tn cng vng Trnh i mt bng cch pht trin cng ngh mi hoc h thng phn phi ring
Tn cng du kch Nguyn l tn cng/rt lui/tn cng
Cc doanh nghip a phng c tnh linh hot cao
Chin thut cnh tranh
Phng n phng thChi l t h
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Chin lc tng cao ho su Bo m tip cn ngun ti nguyn
c quyn phn phi
xy dng cng sut sn xut ln
Chin lc che chn bin
mua li i th cnh tranh, thng p dng ti th trng phn khc
Chin lc i u Tn cng l bin php phng th tt nht: m rng th trng, thm th trng phn
khc
Chin lc rt lui
Quy tc cnh tranh
Phn bit 3 dng doanh nghip trong mi lnh vc:
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g g g
Ngi ra quy tc: doanh nghip c th phn ln nht,
v d: NXB truyn thng, Laptop HP
Ngi chp nhn quy tc: phi thch nghi v tm thtrng phn khc, chim a s doanh nghip
Ngi ph vquy tc: DN c tng kinh doanh co v c tim nng tr thnh Ngi ra quy tc, v
d: Amazon - Bn sch trc tuyn, Dell
Kt lun 1/2
Chin lc cnh tranh ca mi DN ph thuc vo v
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ptr trn th trng l Ngi dn u, Thch thc,Chy theo hay Nm gi phn phc
3 thch thc ln cho Ngi dn u: M rng quym tan th trng; Bo v th phn v M rng thphn
M rng quy m tan th trng: tm kim khch hng mi tm kim tnh nng sn phm mi
Bo v th phn:
i u cnh tranh cng c tan din (gi c, cht lng, dch v, qung co )
Kt lun 2/2
Ngi thch thc tm kim m rng th phn bngcch tn cng Ngi dn u v cc i th khc:
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cch tn cng Ngi dn u v cc i th khc: Chin lc tn cng trc din, tn cng bin, tn cng du kch v.v.
Ngi chy theo: Khng mun tn cng hay b tncng
quan tm ti chin lc tng trng th trng bng li nhun thu hi vn(ROI)
Ngi nm gi th trng phn khc nm gi knng v cng ngh ring
chuyn mn ha v quy m khch hng, nhm ngi tiu dng, vng aphng, gia cng, sn phm ph tr, Dch v h tr, Cht lng v gac v.v.
Thch hp vi DN va v nh
Lnh vc kinh doanh chin lc (Fields)
- Sn phm kinh doanh chin lc (Units)1. Th no l mt lnh vc/SF kinh doanh chin
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1. Th no l mt lnh vc/SF kinh doanh chinlc?
2. Cng cnh gi v la chn Phng php phn tch ng kinh nghim
Vng i sn phm Phng php phn tch Portfolio
Lnh vc kinh doanh chin lc (Fields)
- Sn phm kinh doanh chin lc (Units)1. Th no l mt lnh vc/SF kinh doanh chin lc?
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C nhim v th trng c lp: Gii quyt nhu cu
ring bit ca khch hng Sn phm hay dng sn phm phi c kha cnh
ring v gi c, s thay th, cht lng, mu m v
li ch mang li so vi sn phm hay dng snphm khc C tnh tng ng v mt t chc nh ca i th
cnh tranh Mang li li th cnh tranh so snh
Lnh vc kinh doanh chin lc (Fields)
- Sn phm kinh doanh chin lc (SB-Units)2. Cng cnh gi SBU v la chn chin lc:
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g gPhng php phn tch ng kinh nghim chi ph
1966: Boston-Consulting-Group Mi tng quan gia s lng sn phm ly tin
vi chi ph mt sn phm (- 20-30%)
Kt hp b sung vi ng kinh nghim gi c
cha tnh n tc ng t s lng i th cnhtranh
Lnh vc kinh doanh chin lc (Fields)
- Sn phm kinh doanh chin lc (SB-Units)
2. Cng cnh gi SBU v la chn chin lc:
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Sn phm hoc dch v c timnng nh th no?
Khi no th phi thc hin i mi?
Khi no th phi y mnh qungco?
Ti c tht mc tiu th, doanh
thu v li l bao nhiu?
Tiu th, doanh thuv li
Thi gian
Trin khaiPht trin Cc thnh Gim thiu
Li
Tiu th, doanh thu
Vngi sn phm
Lnh vc kinh doanh chin lc (Fields)
- Sn phm kinh doanh chin lc (Units)3. Cng cnh gi SBU v la chn chin lc: Phng php
h t h P tf li
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phn tch Portfolio
mc ch l hng ngun lc hin c ti nhng th trngtim nng v ni DN c u th cnh tranh
BCG: Hai yu t chnh Tng trng th trng v Th phntng i to nn ma trn 4 nhm hoc 9 nhm
Cash cows Stars
Questions
Dogs
Lnh vc kinh doanh chin lc (Fields)
- Sn phm kinh doanh chin lc (SB-Units)Kufer/ Kuferverhalten
Merkmale
RckgangReifeWachstumEinfhrung
M rng phm vi mua bn/
Ngi bn hng/cch
c im
Gim thiuCc thnhPht trinTrin khai
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Produktion
Produkt
Wettbewerb
Kufer/ Kuferverhalten
Preis
Distribution
Thng bo rng riNachdruck auf
Marketingausgaben
-
Hauptstrategie
Aktionen
Risiko
Cash -Flow
Gewinne
Umstze
Qu ti/Gim cng sutCng sut hp l/Sn lngln/cht lng i ng laong thp
Thiu cng sut/chuynsang sn xut hng lot
Qu ti/Sn lng t/Cht lng i ng laong cao
Sn xut
c hp l haa dngc ci tinMu c bnSn phm
Ngy cng gim/doanh nghip t b
Nhiu/ c bitcnh tranh gi c
Ngy cng tng/doanh nghipmi, lin hip v ph sn
t doanh nghipCnh tranh
Khch hng quen, mi/nhiuyu cu trong vic la chn
Th trng a dng, ngibn/la chn thng hiu
M rng phm vi mua bn/khch hng chp nhn ccmc cht lng khc nhau
Phi thuyt phc c ccnh i mi c thu nhp cao
Ngi bn hng/cchbn hng
Thp, him khi tngGim dnTng i caoCaoGi cChn lcy mnhy mnhChn lc/ chuyn bit haPhn phi
Hp l haS trung thnh vi nhn hiuS yu chung nhn hiuCh trng vo
ThpGimCaoCaoChi ph Marketing
m bo tnh hiu qu/qun lchi ph c quyt nh
Phn chia th phn/ chi phv tnh hiu qu Marketing rtquan trng
-Tng kh nng thm nhp thtrng/ Marketing c vai trthen cht
M rng th phnChin lc chnh
Hot ng
bt u xut hinnhy cm vi th trng
C th chp nhn cCaoRi ro
ThpCaoVa phiTiu ccDng tin-
t hoc khngGimGi tr lnKhng quan trngLiGimTng trng chmTng trng nhanhThpDoanh thu
M hnh tng hp Vng i sn phm Portfolio -ng kinh nghim chi ph
+
+Question Marks Stars
Th phn tng i +
+
Question Marks Stars
Tng th trng tiu th
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Poor Dogs Cash Cows
Tng trngth trng
Poor Dogs Cash Cows
Thi gian
Chu trnh hotng kinh doanh
Tng lng n v
Chi ph/Sn phm
th kinh nghim
1
Lnh vc kinh doanh chin lc (Fields)
- Sn phm kinh doanh chin lc (SB-Units)Chin lc tng nhmQ ti CL t h h th
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Questions: CL tn cng hc phng th
Dogs: GL gim thiu u t Cash cows: CL cng c hoc tn dng Stars: CL u t v tng trng
Phn tch Portfolio ma trn 4 nhm: nh lngPhn tch Portfolio nh tnh gm 2 yu t hp thnhh thng tnh im
Tnh hp dn ca th trng Sc mnh ca sn phm
Lnh vc kinh doanh chin lc (Fields)
- Sn phm kinh doanh chin lc (SB-Units)Sc mnh ca sn phm
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Ti a 45 im9,0Tng sim
3,53,5
1,51,5
0,5
0,5
0,5
0,5
0,5
0,5
1,0
1. Th phn tng i
2. Cht lng
3. Trnh cng ngh
4. Sn xut
5. T chc SX
6. Phn phi
7. Bn hng
8. Marketing-Mix
9. Kt qu ti chnh
Sim t cim s - tia 5
Tm chi phiCh s tiu chun nh gi sc mnh ca snphm
Lnh vc kinh doanh chin lc (Fields)
- Sn phm kinh doanh chin lc (SB-Units)Tnh hp dn ca th trng
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Ti a 60 im9,0Tng sim
3,53,5
1,0
0,5
0,5
1,0
0,5
0,5
1,51,5
1,0
1,0
1,0
1. Mc tng trng th trng
2. Qui m th trng
3. Ri ro th trng
4. Chi ph thm nhp th trng
5. Thc trng cnh tranh
6. nhy cm gi c
7. Vng quay t hng
8. Mc hp dn u t
9. Mc hp dn nguyn liu th
10. Tim nng sng to
11. Mc hp dn v mt x hi
Sim t cim s - tia 5
Tm chi phiCh s tiu chun nh gi tnh hp dn ca thtrng
Chin lc pht trin theo Ansoff
CL Thm nhp - CL M rng-
c miTh trng
1 3
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pth trng
gth trng
CL Pht trinsn phm
CL a dng ha
C
Mi
Snp
hm
M rng lnh vcng dng sn phmChuyn nhng
khch hng
Khch hng mi
S sng to
Gii php h thng
Me - too - Sn phm bt trc
M rng phm vi
Lnh vc thay th mi
Phn khc th trng
ngang
dc
Khi (bn cnh)
Trnh t phi hp gim dn
2 4