CNG KINH DOANH QUC T

1, Ton cu ha :
+ Bn cht l s ph thuc, lin kt, hi nhp ln nhau gia ca cc khu vc, cc quc
gia, dn tc trn th gii.
+ c trng :
- Th trng : 1 th trng thng nht cho ton th gii, 1 sp thng nht
- Sn phm : 1 sn phm c cc phn c sn xut nhiu quc gia khc nhau.
+ Xu th :
- Thnh lp cc cng ty xuyn quc gia, sp nhp v hp nht cc cng ty thnh
cc tp on ln
- S ra i v pht trin ca cc t chc kinh t, thng mi, ti chnh quc t v
khu vc nh : Qu Tin t Quc t (IMF), Ngn hng Th gii (WB), T chc
Thng mi Th gii (WTO), Lin minh chu u (EU), Hip c Thng mi
t do Bc M (NAFTA), Hip c Thng mi t do ASEAN (AFTA), Din
n hp tc kinh t chu - Thi Bnh Dng (APEC), Din n hp tc - u
(ASEM),...
+ ng c ton cu ha :
- Xa b cc hng ro thng mi v hng ha, dch v, vn ( GATT, WTO)
- S thay i ca KH-CNKT, in hnh l cng ngh thng tin.
+ Tch cc ( l do ng h)
- C hi kinh doanh mi, ngnh KD mi
- Th trng, ngun cung nguyn liu mi
- Gim gi mt hng
- Thc y tng trng kinh t
- Tng thu nhp, vic lm
+ Tiu cc ( l do khng ng h )
- S sp ca cc hng, cng ty, gy mt vic
- Ngho i, khong cch giu ngho
- Lao ng ph n, tr em
- Ph hoi mi trng
- S xm ln v vn ha ca cc tp on a QG
- Khng hong ti chnh tin t ( hiu ng Domino )


- nh hng ch quyn quc gia, an ton an ninh QG .

2, S khc bit cc quc gia v yu t mi trng :
+ Vn ha :
+ Mi trng chnh tr PL
+ Mi trng kinh t

Ch tiu
so snh
MT Chnh tr - PLuat MT Kinh t MT Vn Ha
Hnh
thnh
bi
Chnh tr:
- Ch ngha tp th
- CNXH
- CN c nhn
- CN c ti
Php lut:
- Common Law
- Civil Law
- H thng lut tn
gio
- International Law:
H thng lut, quy
nh lut mang tnh
QTe
4 m hnh :
- Nn KT truyn
thng
- Nn KT th trng
- Nn KT mnh lnh
- Nnh KT hn hp
5kiu QGia:
- QG cha Cng
nghip ha
- QG km pht trin
- QG ang pht trin
- QG cng nghip
ha
- Nc pht trin
- Tn gio
- Ngn ng
- Quan im thm
m
- Gio dc
- Cu trc x hi
- Tm l kinh t
chnh tr
- Phong tc tp
qun
- Gi tr, thi c
x
Ri ro
c th
pht
sinh
1. S nh tr trong
kinh doanh
2. S khng chc chn,
khng r rng
3. nh hng ca cc
ng phi, th lc
chnh tr
4. nh hng n kd
1. Lm pht cao
2. CN c quyn, bo
h SX trong nc,
khng KT th
trng
3. T gi hi oi, cn
cn thanh ton
khng n nh
1. H KDQT thng b
ch ngha v chng
cn tr : CN ny coi
vn ha mnh l siu
ng hn, dn n
khinh thng nhng
con ng vn ha khc,
nh gi sai lch .


vi m ( tc ng n
vi hng , 1 nhm
ngnh) hay nh
hng tm v m
( e da n tt c
cng ty trong mt
QG)
5. Th tc hnh chnh
phc tp
4. Thm ht cn cn
thng mi, NK
nhiu, XK t
5. S tan v lin
minh KT (EU )
6. Vn nhim
mi trng lm
nng sut lao ng
thp v lm hi sc
khe ca ngi
7. Nn KT ton cu
suy thoi
8. Khng kim sot
c tnh trng n
cng
2. S chng i t
Chnh Ph, ng lao
ng, cng lun khi
xung t vn ha
3. C shock vn ha
( c bit l shock
vn ha ngc)

Nguyn
nhn
gy ri
ro
1. Ch ngha bi hoi
2. Ni b lc c.
3. Tnh trng x hi,
chnh ph, h thng
chnh tr khng n
nh
4. S xung t chng
tc, tn gio, dn
tc, t tng ca cc
ng phi, t chc, z
5. nh hng ca cc
nhm, hip hi KD
a phng
6. Cc QG quan h
lng lo
Khng r, ngm cu sau
@_@
1. Ro cn vn ha-
CN v chng
( ng quan tm
nht)
2. Thiu hiu bit v
vn ha cc quc
gia




3, 3 bc la chn th trng, 2 k thut phn tch th trng :
+ 3 bc la chn th trng :
B1 : xc nh c hi kinh doanh :
Xc nh c nhu cu hay ko c nhu cu
S sn c ca ngun lc
S ph hp v mi trng KD, hn ch v cm k ca nh nc.
B2 : phn tch yu t, nhn t mi trng, hnh vi, thi ngi tiu dng trong tng
sn phm.
B3 : cn nhc ra quyt nh
+ 2 k thut phn tch th trng ;
-Nghin cu tin kh khi (SD k thut scanning )
Tp trung x c hi v ri ro
SD thng tin cc d liu thng k th cp, r tin, sn c .
-> ko phi nh gi qu nhiu th trng. Ct gim hn ch cc th trng t c hi
-Nghin cu kh thi (SD k thut kim tra thng tin chi tit)
SD cc cuc ving thm v mc ch KD, hi tho hi ngh hi ch nh gi
thc t, thc cht th trng.
Kt qu thu c SD trong vic ra quyt nh cui cng.
-> Ngn chn sa ly cc TT, cc H KD tn km, ko mang li li ch.

4, Chin lc KDQT :
CL QT CL QG CL ton cu CL xuyn QG
( H
chnh)
.
.
.
Bn cht
+Tp trung R&D
( nghin cu v
pht trin) tr s
chnh.
+Hsx,marketing,
bn hng c
thc hin cc
QG H. Tr s
chnh vn kim
sot cht ch.
Thng l
cho x.khu
SP v DV c
thit k ring
cho tng th
trng kd :
+H R&D c
lp gia cc TT.
+ CT marketing,
chnh sch gi,
bn hng khc
nhau.
Mi TT
l 1 dng
H sx v R&D
s c tp
trung mt a
phng c li
th nht
1 sp cho
tt c.
Tp trung vo
chin lc chi
ph thp, tn
dng li ch
ng cong
kinh nghim,
CL trn ln cc
mc tiu thng
qua h thng
hc hi ton
cu v chuyn
giao nng lc
ct li gia cc
chi nhnh.


sp li th kinh t
pht trin theo
quy m
Li ch
vi
Cc DN mi gia
nhp TT, p lc
ct gim CP thp,
thch nghi ha P
thp.
Hiu qu khi
DN thm nhp
vo TT c s a
dng v nhu cu
ng tiu dng; p
lc ct gim CP
thp, thch nghi
ha P cao.
p lc ct gim
CP cao, thch
nghi ha P
thp.
DN chu p lc
ct gim CP
cao, thch nghi
ha P cao.
k p
dung

DN to dng pt
nng lc ct li,
sau chuyn
sang cc TT nc
ngoi. i
th cnh tranh ko
c hoc ko th bt
chc nng lc ct
li.
Tp trung vo
chin lc CP
thp, tn dng
ng cong
KN, li ch kinh
t nh quy m.

S v v d :

+ Chin lc quc t : Thnh cng ca McDonald
Khi m rng th trng, McDonald xut khu m hnh qun l kinh doanh
c pht trin v thnh cng ti th trng M. Cng ty thm nhp th trng nc
khc bng hnh thc nhng quyn thng mi, n v nhng quyn phi tun th
cht ch theo cng thc ch bin ca McDonald. Hot ng marketing, bn hng c


McDonald thc hin ring tng th trng. Ti Malaysia, Singapore v Thi lan,
McDonald's cung cp thm sn phm ung vi hng v su ring, c nh hng
Brazil bn km thm cc loi nc gii kht lm t tri gura hay du rng Amazon.
n , tht b v tht ln c thay bng tht cu phc v cc gio dn ni y vi
tp qun n king.
+ Chin lc a quc gia : Coca Cola
Mi th trng khc nhau, Coca Cola li c cc sn phm khc nhau. Cc cng ty
con ca Coca Cola s nghin cu tng th trng v s a ra nhng sn phm ring
bit . th trng Vit Nam, Coca Cola a ra 2 sn phm ring bit l nc tng lc
Samurai vi hng v tri cay ngt ngo ph hp vi ng VN v nc ung ng chai
Dasani. Brazil, Coca Cola cho ra sp nc ung Kuat c lm t mt loi qu a
phng.
+ Chin lc ton cu : Apple s dng chin lc ton cu
Hot ng R&D, marketing u c thc hin M, cng ty t nh my sn
xut ca mnh Trung Quc l ni c ngun cung lao ng gi r, b phn ca sn
phm dc a t khp ni v. Sn phm ng nht cho tt c cc th trng trn th
gii.
+ Chin lc xuyn quc gia . Cng ty Caterpillar
Cui thp nin 70, do nhu cu ct gim chi ph, Caterpillar thit k li sn phm
ca h s dng nhiu b phn v u t vo nh my sn xut linh kin qui
m ln, t a im t h c h h p , p n g n h u c u t o n c u
v n h n r a k i n h t q u i m ( s c a l e economics). Cng lc cng ty tng
sn xut linh kin tp trung vi nh my lp rp mi th trng ln. Nhng nh
my ny, Caterpillar bin i sn phmcho ph hp vi nhu cu tiu dng a
phng. Bng vic p dng chin lcny, Caterpillar nhn ra nhiu li ch ca sn
xut ton cu khi p ng p lcyu cu ca a phng bng s khc bit sn
phm gia th trng cc qucgia.

5, 2 m hnh ra quyt nh :
Ra quyt nh tp trung Trao quyn ra quyt nh
Bn cht Mi quyt nh c tp trung vo
1 ngi hay 1 nhm ngi tr s
Q c TH mi cp qun l ca
DN.


chnh.
Nhng ngi qun l cp di ko
c quyn iu chnh hay thay i
Q ca cc cp qun l cao hn.
DN c thc hin vic kim sot
cht ch qu trnh thc thi cc quyt
nh ban hnh.
Li ch Quyt nh c duy tr 1 cch n
nh v xuyn sut mi v ca
DN.
Q thng r rng & ko b trng
lp cc cp qun l ca DN
Tho g nhng gnh nng & p lc
trong vic ra Q cho cc c nhn &
tp th tr s chnh.
To ng lc, tng cng sc sng
to.
Mm do & linh hot hn
Cc Q c a ra thng ph hp
hn vi cc yu cu c bit ca
TT.
Hn ch Gim thiu, hn ch s sng to c
lp v KN t chu trch nhim ca
nvin.
Qu trnh tp trung ra Q thng
tn thi gian & gp kh khn v
thi gian v khng gian.
Do tt c cc cp ra Q -> c th
trng lp hoc xung t v Q
-> d dn n mt kim sot v
quyn ra Q
-> mt kim sot DN.

6, H thng hc hi ton cu
+K nng v kin thc c gi tr (v d R&D) c th pht trin bt k hot
ng ca cng ty trn ton th gii ( khng ch R&D a phng c thun li
hay tr s chnh)
+Chuyn t chi nhnh nc ngoi v nc v trao i gia cc chi nhnh nc
ngoi.
+Ngi qun l phi to lp c mi trng khuyn khch nhn vin chp
nhn ri ro v thng cng cho h.
+Cn mt qu trnh nhn din k nng pht trin mi.
+Cn to iu kin chuyn giao k nng mi trong cng ty.

7, Thun li v kh khn ca 4 chin lc kinh doanh quc t :
Chin lc Thun li Kh khn
Ton cu Khai thc c ng cong kinh
nghim v hiu qu kinh t nh
quy m.
Tit kim chi ph
Kh nng thch nghi ha a
phng thp.


Quc t DN to dng pt nng lc ct li,
sau chuyn sang cc TT nc
ngoi.
Kh nng thch nghi ha a
phng thp.
Khng tn dng c ng cong
kinh nghim v hiu qu kinh t
nh quy m.
a QG iu chnh sn phm v dch v
ph hp vi nhu cu thc t ca
tng th trng
Chi ph cao
Xuyn QG Khai thc c ng cong kinh
nghim v hiu qu kinh t nh
quy m.
Tit kim chi ph
iu chnh sn phm v dch v
ph hp vi nhu cu thc t ca
tng th trng
Pht trin c h thng hc hi
ton cu
Yu cu cu trc t chc tt.

8, ng cong kinh nghim v hiu qu KT nh quy m :
Hiu qu kinh t nh quy m cp n vic ct gim chi ph n v bng cch sn
xut mt khi lng ln 1 sn phm.
ND : Gim chi ph c nh bng cch sn xut mt khi lng ln SP. Kh nng ca
cc cng ty ln s dng thit b v nhn vin chuyn dng.
ng cong kinh nghim l khi nim dng ch khi DN cng c kinh nghim
trong sn xut hng ha v cung cp dv th chi ph sn xut v cung ng dch v ngy
cng gim i.

9, 4 MH t chc ca cc cng ty kinh doanh quc t :
M hnh t chc theo n v KDQT :
+ Doanh nghip s thnh lp 1 b phn chuyn trch qun l hot ng KDQT
+ DN s dng m hnh no ni a th cng s dng m hnh y nhng b sung b
phn QT .
+ MH thng c s dng trong giai on y gia nhp th trng.
+ MH d dn ti xung t gia BP ni a & QT



MH t chc theo dng sn phm ton cu :
+ Dn s dng MH t chc theo dng sn phm quc ni.
+ Do H sx c tp trung 1 s a im nn tn dng c hiu qu kinh t theo quy m
v li ch ng cong kinh nghim.
+ Hiu qu cc khu vc c yu cu thch nghi ha a phng thp

MH t chc theo khu vc a l ton cu
+ Thi trng ton cu s c chia ra thnh cc TT nh hn theo KV a l.
+ Q c trao quyn cho cc nh qun l tng KV.
+ MH ny rt d dn ti s phn mnh H KDQT
+ Ph hp vi DN c khc bit v thch nghi ha a phng.
Headquarter
Product
Line A
Product
Line B
Product
Line C
International
Division
Product line
A
Product line
B
Product line
C
Headquarter
Worldwide
product line
A
Worldwide
product line
B
Area 1 (USA) Area 2 (Asia) Area 3 (EU)
Worldwide
product line
C
Worldwide
product line
D



MH t chc theo ma trn :
+ 1 c nhn ( 1 nh qun l ) c th phi chu s qun l ca c gim c khu vc v
gim c dng sp ton cu.
+ Rt d dn ti s xung t v quyn lc, quyn li gia cc chi nhnh trong ma trn.
+ MH l n lc b p cc m hnh c lit k trn.
+ MH ch c hiu qu khi chc nng nv v m t cng vic cc c nhn thc s r
rng, phm vi trch nhim v mc ra quyt nh ca cc nh qun l c r rng.
+ MH ch nn p dng cc QG rt pht trin hoc cc tp on ln c trnh pht
trin cao.


10, 6 phng thc thm nhp th trng.
A, Xut khu :
y l phng thc thm nhp doanh nghip thng s dng trong gi on u tin
thm nhp TT QT.
+ Li ch :
Headquarter
Area 1
(America)
Area 2
(Europe)
Area 3
(Asia)
Product line
A
Product line
B
Product line
C
Area 4
(Africa)


Trnh chi ph v cc ngun lc khi DN thit lp h sx nc ngoi.
Tn dng ng cong kinh nghim v hiu qu KT nh quy m.
+ Kh khn :
Thu v cc ro cn thng mi cn rt nhiu s lm tng gi thnh sp.
Cp vn chuyn lu kho bi cao.
i l xk khi H ko tt gy nh hng trc tip n H KD ca DN.

B, Cp php :
+ Li ch :
DN cp php s trnh ri ro pht sinh TT nc ngoi
Trnh c ro cn u t trc tip
DN vn c th m rng H sx kinh doanh m ko phi t chc b phn mi.
+ Kh khn :
DN mt quyn kim sot vi pht minh, sng ch ca mnh .
Ko tn dng ng cong KN v hiu qu KT nh quy m.
Trong thi gian di, DN c th mt i TS hu hnh, v hnh.



C, Nhng quyn :
DN thu mua Franchise phi tun th tuyt i CS ca DN.
+ Li ch :
Dn trnh chi ph pht trin v ri ro lin quan n m rng th trng nc
ngoi.
Cty c th nhanh chng xy dng 1 s hin din ton cu.
+ Kh khn :
Ngn cn kh nng thu li nhun ngoi quc gia cng nh kh nng h tr kh
nng cnh tranh.
Khong cch a l t DN cho thu n DN thu nhng quyn c th gy kh
khn trong vic pht hin ra sn phm cht lng km.



D, Cha kha trao tay :
+ Li ch :
y l cch kim li nhun kinh t t cc b quyt cn thit lp rp v chy
mt qu trnh cng ngh phc tp .
t ri ro hn FDI.
+ Kh khn :
Khng c li ch lu di .
C th to ra mt i th cnh tranh mi v trc tip.
Nu qu trnh cng ngh ca cng ty l mt li th so snh, sau vic bn n
qua d n cha kha trao tay ging nh bn li th so snh cho cc i th cnh
tranh thc t hoc tim nng.



E, Lin doanh :
+ Li ch :
ch li t kin thc ca i tc a phng v vn ha, h thng chnh tr, h
thng kinh doanh.
Chi ph v ri ro ca vic m rng th trng nc ngoi c[j chia s.
p ng cc cn nhc chnh tr v vic gia nhp th trng.
+ Kh khn :
Ri ro kim sot cng ngh ca mnh .
Khng c s kim sot cht ch nhn thc c ng cong kinh nghim v
v tr kinh t,
Chia s quyn s hu c th dn n xung t trong vic kim sot, iu hnh
doanh nghip nu mc tiu ca cc bn khc nhau hay thay i.



F, S hu ton b cng ty con.
Green field (ci ny a chu ko bit dch th no =))
Cng ty t xy dng cng ty con.
Hnh thc ny c th tt hn khi cng ty m mun mun chuyn giao nng lc t
chc, k nng, thi quen, vn ha.
Merger & Acquisition : Mua li v sp nhp
Mua li mt cng ty tn ti .
Hnh thc ny c th tt hn khi cc i th ton cu quan tm n vic m rng chi
nhnh.
+ Li ch :
Gim nguy c mt kim sot nng lc ct li.
Kim sot cht ch hot ng quc gia khc nhau l cn thit t c
chin lc ton cu.
C th t c ng cong kinh nghim v v tr kinh t.
+ Kh khn :
Chu ton b chi ph ri ro thit lp hot ng nc ngoi.




11, 4 c ch hp tc gia cc n v trong DN KDQT.
6. C ch 1 : tip xc , lin lc trc tip : Cc c nhn c s giao tip trao i
thng tin qua li vi nhau
7. C ch 2 : u mi thng tin lin h : Mi n v s c ra 1 c nhn lm u
mi thng tin, lin h trong hot ng hp tc vi cc n v khc.
8. C ch 3 : Trao i thng tin, hp tc qua thit lp 1 nhm thc hin h kinh
doanh : mi phng ban, n v, chi nhnh, c 1 hoc 1 vi c nhn tham gia vo
nhm d n thc hin 1 hoc 1 s h kdoanh ca DN. Nhm d n t ng gii
tn khi d n v ni dung d n hon thnh.
9. C ch 4 : Phng thc hp tc theo ma trn : l c ch phc tp v kh nht
trong 4 c ch
Ngoi 4 phng thc c ch hp tc chnh thng ny ra, ta cn c thm 1 phng
thc KHNG chnh thng : Cc c nhn, nh qun l tin hnh giao tip , trao
i thng tin da trn quan h c nhn.
+ Li ca PTKCT : Tit kim Thi gian, chi ph, d gii quyt xung t tnh cht
c nhn. m bo tnh cng bng cho mi thnh vin t chc ^^
+ Kh ca PTKCT : ng t quan h kh s dng phng thc ny !



TI LI U B SUNG :

Multi-
Domestic
International Global Transnational
Dc Phn quyn Nng lc ct
li tp trung
tr s, cc hot
ng cn li
phn quyn
Cc quyt
nh tp trung
tr s chnh
Nhng kin
thc, kinh
nghim, pht
minh s c
tp trung ti 1
vi ni iu
kin tt, hot
ng sn xut
c phn
quyn cho cc
n v
Ngang Khu vc a l Dng SP ton
cu
M hnh dng
SP ton cu
Ma trn lin h
, hp tc vi
nhau
Hp tc Ko It Nhiu Rt nhiu



Bonus : THI CUI K KDQT k 1 nm 3 K49
ca Si :
1) Nu V d cho cc c trng ca ton cu ha
2) Em l 1 cty xut da ng hp . Cty em mun gia nhp th trng nc ngoi,
em hy tr li nhng cu hi sau v c gii thch :
- Chn th trng no ?
- Phng thc thm nhp ?
- M hnh t chc ?


- Chin lc kinh doanh ?
Kinh nghim lm bi CK ca thy Ninh rt ra l :
+ Vi phng thc thm nhp, v hnh ( nh xu cng c ), khi gii thch c thm 1-2
tn cty ang lm ci ! V d : chn nhng quyn TM th sau khi blah blah blah .
Kt li l ging nh KFC hay ThaiExpress :D Gii thch ngn gn im cng cao.
+ Vi chn Th Trng K GII THCH THEO KIU : chn th trng n i v da
l thuc nhit i nn xut sang n i- ni thiu da ! ( ci ny bn ca Si lm th
v im kh cao ). Khi GII THCH TH TRNG bn chn, hy bm vo li
thuyt : 3 bc la chn th trng, 2 k thut phn tch th trng

V d : Chn Brazil ( quan trng l gii thik cho thuyt phc cn BRAZIL ch
coi l TN GI THI NH )
Ti sao la chn : V nhn ra d c c hi kinh doanh : ni c nhu cu da
cao, s sn c ca ngun lc lao ng gi r, nh nc khng c cm k v nhp
khu da v mi trng kinh doanh kh ph hp. Ngi tiu dng ti thch
cc SP ng hp t da ti, ngun vn cty hin nay l ln nn c kh nng
xut sang th trng Brazil. Th trng em li c hi nhiu , ri ro t. Bn cnh
, CTY c gi tr ct li v b quyt lm da ring bit v kh bt chic, nht l
nhng DN da bn Brazil th cng khng lm c v n s dng nhng nguyn
liu ca ring VIt Nam =>> Chn Brazil !
+ Vi chn M Hnh t chc , k phi l my ci m hnh t chc quyt nh dc
ngang ( cin y l ni b t chc thi ) m phi l nhng m hnh :
M hnh t chc theo n v KDQT
MH t chc theo dng sn phm ton cu :
MH t chc theo khu vc a l ton cu
MH t chc theo ma trn

CHC CC BN THI TT !