QUN TR CHUI CUNG NG NHM 09

MC LC
PHN I. C S L THUYT..................................................................................................1
I.

Khi nim, vai tr ca qun tr chui cung ng...............................................................1

1.

Khi nim..............................................................................................................................1

2.

Vai tr ca qun tr chui cung ng....................................................................................1

II.

Cc thnh vin trong chui cung ng............................................................................1

1.

Nh cung cp vt liu...........................................................................................................1

2.

Nh sn xut.........................................................................................................................1

3.

Nh phn phi......................................................................................................................1

4.

Nh bn l.............................................................................................................................2

5.

Nh cung cp dch v...........................................................................................................2

6.

Tiu dng..............................................................................................................................2

PHN II. THNH CNG TRONG CHUI CUNG NG CA APPLE.............................3

I.

Gii thiu v cng ty............................................................................................................3

1.

Lch s hnh thnh...............................................................................................................3

2.

Qu trnh pht trin..............................................................................................................3

II.

M hnh chui cung ng ca Apple................................................................................4

1.

Nh cung cp vt liu...........................................................................................................4

2.

Nh sn xut ca APLLE....................................................................................................6

3.

Nh phn phi ca APPLE..................................................................................................6

4.

Nh bn l.............................................................................................................................7

5.

Nh cung cp dch v...........................................................................................................7

6.

Tiu dng..............................................................................................................................8

III.

Thnh cng ca Iphone...................................................................................................9

1.

Nhng thnh cng ca Iphone............................................................................................9

2.

Phn tch cc yu t thnh cng........................................................................................11

2.1.

Nh cung cp nguyn vt liu, nh sn xut.................................................................11

2.2.

V dch v........................................................................................................................12

3.

Nhn xt..............................................................................................................................13

QUN TR CHUI CUNG NG NHM 09

PHN I. C S L THUYT.
I. Khi nim, vai tr ca qun tr chui cung ng.
1. Khi nim.
Qun tr chui cung ng ( Supply Chain Management) l tp hp cc phng thc bao
gm thit k, lp k hoch, trin khai mt cch c hiu qu cc thnh vin trong chui: nh cung
cp, nh sn xut, kho bi, ca hng hng ha phn phi ng thi im, thi gian, cht lng,
s lng vi mc ch gim chi ph trong ton b h thng trong khi vn m bo yu cu v
dch v khch hng v ti a ha gi tr cho cc thnh vin.
2. Vai tr ca qun tr chui cung ng.
Gii quyt c u vo v u ra.
Ti u ha qu trnh lun chuyn.
Tit kim chi ph.
II. Cc thnh vin trong chui cung ng.
1. Nh cung cp vt liu.
- Cng ty khai khong, ha cht, thp, nng tri,
- Vt liu th, vt liu trung gian v ph tng.
2. Nh sn xut.
Nh sn xut l cc t chc sn xut ra sn phm. Nh sn xut bao gm nhng cng ty
sn xut nguyn vt liu v cng ty sn xut thnh phm. Cc nh sn xut nguyn vt liu nh
khai thc khong sn, khoan tm du kh, ca g, v cng bao gm nhng t chc trng trt,
chn nui hay nh bt thy hi sn. Cc nh sn xut thnh phm s dng nguyn vt liu v
cc b phn lp rp c sn xut ra t cc cng ty khc.
3. Nh phn phi.
Nh phn phi l nhng cng ty tn tr hng vi s lng ln t nh sn xut v phn
phi sn phm n khch hng. Nh phn phi cng c xem l nh bn s. Nh phn phi bn
sn phm cho nhng nh kinh doanh khc vi s lng ln hn so vi khch hng mua l. Do s
bin ng nhu cu v sn phm, nh phn phi tn tr hng ha, thc hin bn hng v phc v
khch hng.
Mt nh phn phi in hnh l mt t chc s hu nhiu sn phm tn kho mua t nh
sn xut v bn li cho ngi tiu dng. Ngoi khuyn mi sn phm v bang hng, c nhng
chc nng khc m nh phn phi phi thc hin l qun l tn kho, vn hnh ca hng, vn
chuyn sn phm cng nh chm sc khch hng.
Nh phn phi cng l mt t chc ch i din bn hng gia nh sn xut v khch
hng, khng bao gi s hu sn phm . Loi nh phn phi ny thc hin chc nng chnh yu
l khuyn mi v bn sn phm.

QUN TR CHUI CUNG NG NHM 09

Vi c hai trng hp ny, nh phn phi l i l nm bt lien tc nhu cu ca khch
hng, lm cho khch hng mua sn phm t cc cng ty sn xut.
4. Nh bn l.
Nh bn l tn tr sn phm v bn cho khch hng vi s lng nh hn. Nh bn l
trong khi bn hng cng nm bt kin v nhu cu ca khch hng rt chi tit. Do n lc chnh l
thu ht khch hng i vi nhng sn phm mnh bn, nh bn l thng qung co v s dng
mt s k thut kt hp v gi c, s la chn v s tin dng ca sn phm.
5. Nh cung cp dch v.
l nhng t chc cung cp dch v cho nh sn xut, nh phn phi, nh bn l v
khch hng. Nh cung cp dch v c nhng chuyn mn v k nng c bit mt hot ng
ring bit trong chui cung ng. Chnh v th, h c th thc hin nhng dch v ny hiu qu
hn v vi mc gi tt hn so vi chnh cc nh sn xut, nh phn phi, nh bn l hay ngi
tiu dng lm iu ny.
Trong bt k chui cung ng no, nh cung cp ph bin nht l cung cp dch v vn ti
v dch v nh kho. y l cc cng ty xe ti v cng ty kho hng v thng c bit n l nh
cung cp hu cn.
6. Tiu dng.
Khch hng hay ngi tiu dng l bt k c nhn, t chc m mua v s dng sn phm.
Khch hng l t chc c th mua mt sn phm kt hp vi sn phm khc ri bn chng cho
khch hng khc l ngi s dng sn phm sau/mua sn phm v tiu dng. L thnh t tin
quyt ca chui cung ng.

QUN TR CHUI CUNG NG NHM 09

PHN II. THNH CNG TRONG CHUI CUNG NG CA APPLE

I. Gii thiu v cng ty.
1. Lch s hnh thnh.
Apple Inc l tp on cng ngh my tnh ca M c tr s chnh t ti thung lng my
tnh ( Silicon Valley) Cupertino, bang California.
Apple c thnh lp ngy 1 thng 4 nm 1976 di tn Apple Computer, Inc, v i tn
vo u nm 2007. Vi lng sn phm bn ra ton cu hng nm l 13,9 t la M ( 2005), v
c 14.800 nhn vin nhiu quc gia, sn phm l my tnh c nhn, phn mm, phn cng, thit
b nghe nhc v nhiu thit b a phng tin khch. Sn phm ni ting nht l Apple
Macintosh, iPod nghe nhc, chng trnh nghe nhc iTunes, iPhone, ni bn hng v dch v ch
yu l M, Canada, Nht Bn v Anh.
2. Qu trnh pht trin.
Nm 1976, ti mt G oto nh Paul Jobs 21 tui vi bit danh k tham vng v
Wozniak 26 tui thng gi l Th hn xy dng nn nim u tin v kiu dng cho mt
chic my tnh c nhn v hnh thnh ln cng ty Apple. Ban u h m mt ca hng c tn
Byte Shop bn nhng ph tng my tnh c nhn v khch hng u tin bit n nhng chic
my vi cc linh kin mainboard c hn bng tay.
Thng 5/1976 sn phm Apple I ra i c Byte Shop bn vi gi 666,66 USD. Ci tn
Qu to l tng ca Jobs, vn l sinh vin i hc Oregon hay lm thm bng ngh thu hoch
to cho mt s trang tri.
Thng 4/1977 Apple II ra i vi bn phm, mn hnh hin th mu. y l chic my tnh
u tin c bn cho ngi tiu dng ph thng ch khng phi cho nhng ai am hiu my tnh
hay cc tp on.
Nm 1984, Apple to ra mt nh hng quan trng khc n s pht trin ngnh cng
ngh thng tin khi cho ra mt Macintosh my tnh c nhn u tin c iu khin bng chut
v h iu hnh ha. y l mt pht minh quan trng v vo thi im window vn cha
ra i.
Apple l mt trong nhng nh sang lp quan trng v ni bt trong lnh vc IT. Ngoi
nhng sn phm truynthng nh my nh Macintosh, Apple cn cho ra mt my nghe nhc k
thut s iPod v cc dch v lien quan rt thnh cng thng qua iTunes. c bit s ra i ca
nhng chic in thoi iPhone u tin vo nm 2007 a Apple nn mt tm cao mi v s
thnh cng vt tri.

QUN TR CHUI CUNG NG NHM 09

II. M hnh chui cung ng ca Apple.

Toshiba;TPK holding
Intel ;
tTTth
toToshi

Vt liu
Phn phi

Iphon
e
Bn l

Sn sut

Tiu dng
Trao i vt
liu

Trao i dv

Thu ph

Trao i
Vi KH

logistics

Sam sung
Catcher i loan
Wintek
Catcher technology

Thu ph
(FOXCONN)

Chui cung ng hon chnh ca Iphone

Cung ng dv

(M t cc thnh vin trong chui v vai tr

ca h trong chui)
logistics

1. Nh cung cp vt liu.
Cc b phn khc nhau ca cc sn phm ca apple n t 150 quc gia t nhiu khu vc
khc nhau trn th gii. Phn ln ng-ten, knh, kim loi, b cm bin v silicon c sn xut
ngoi M.
Apple tm kim cc b phn v sn xut ra cc sn phm, hu ht nc ngoi, l mt
cch thc chun trong ngnh cng ngh. Cc cng ty in t cho bit cc nh my sn xut chu
c th p ng v linh hot hn nhng cng ty bt c u khc trn th gii.

Sam sung
Cc nh cung cp vt liu chnh cho apple nh:
Catcher i
Loan/Technology TPK Holdings.
Winteck

Chui cung ng hon chnh ca Iphone

QUN TR CHUI CUNG NG NHM 09

TPK Holdings l nh phn phi tm cm ng ln nht th gii tnh v s lng, vi 30
i tc ti M, Nht v Hn Quc. Cng ty i Loan ny cng l nh phn phi tm cm ng ln
nht cho sn phm iPad v iPhone ca Apple.
Trong qu 2/2011, trn 70% trong s doanh thu 1,12 t USD ca TPK l n t Apple. Doanh thu
khng l ca cc sn phm ca Apple gip TPK thu c mc li nhun k lc trong qu va
ri.
Gii phn tch c nh gi ht sc kh quan v c phiu ca TPK.
Intel
Quan h gia Intel v Apple bt u t nm 2005, khi Jobs tuyn b chuyn i sang s
dng b x l ca Intel trong my tnh Macintosh thay v ca IBM nh trc . Th h my tnh
Mac u tin dng b x l ca Intel ra i nm 2006.
Mt s bo co cho rng Apple c th mt ln na chuyn sang s dng chip x l trong di ng
ca Intel trong cc sn phm ca mnh nh iPhone v iPad.
Intel cng phi n lc rt nhiu nhm chim th phn trong mng chip khng dy t trc n
nay do Qualcomm thng tr. Nm ngoi, Intel mua b phn khng dy ca hng sn xut chip
Infineon Technologies (c) vi gi 1,4 t USD. Cc khch hng s dng sn phm khng dy
ca Infineon gm c Apple, Samsung v Nokia.
Samsung Electronics
Samsung hin l nh sn xut chip nh ln nht th gii. Hng cng ngh khng l ca
Hn Quc ny hin cung cp chip v a flash cho Apple. Mi quan h hp tc ca Samsung v
Apple mi c t vi nm tr li y, Samsung va l nh cung cp va l i th ca Apple trong
mng in thoi thng minh v my tnh bng.
Nm ngoi, hai cng ty ny c nhiu tranh chp khi Apple buc ti Samsung nhi phn
mm v kiu dng ca iPhone. p li, Samsung cng kin Apple ti vi phm bn quyn. Trong
phin giao dch hm th 5, c phiu ca Samsung tng gi sau phn quyt ca ta n H Lan
v thng tin Steve Jobs t chc.
Mc d c nhng tranh chp, nhng 2 cng ty ny vn duy tr mi quan h hp tc trong
sn xut v phn phi. Nhiu bo co cho bit mi quan h hp tc ny ng gi trn 5 t USD.
Toshiba
Toshiba chuyn cung cp tm LCD cho sn phm iPhone 3GS, cng flash cho iPhone 4
v c cho l cung cp mn hnh hin th Retina ca iPhone 4.

QUN TR CHUI CUNG NG NHM 09

Hi thng 12/2010, Toshiba cng b k hoch chi 1,2 t USD xy dng nh my ti qun
Ishikawa ca Nht sn xut tm LCD phn gii cao, ch yu cung cp cho iPhone ca
Apple. Theo Nikkei Business Daily, Apple cng c vn trong v u t xy dng nh my ny.
Wintek
Wintek l hng sn xut linh kin in t c tr s ti i Loan v hot ng ti Trung
Quc v n . Cng ty ny chuyn cung cp mn hnh cm ng cho iPhone ca Apple.
Cuc chin gi c ang t nhiu gnh nng ln Winteck. Theo mt bo co ca
Digitimes hi tun trc, Winteck nhn c nhng n t hng mn hnh cm ng t Apple
vi mc gi gim gn 50% so vi l hng trc, thm ch s lng t hng cho qu 3 cng tng
ng k. Gii phn tch d on Apple c th ang chun b cho vic gim gi trc khi cho ra
mt sn phm mi iPhone 5.
2. Nh sn xut ca APLLE
Foxconn
Tp on cng ngh Foxconn l hng sn xut hng in t ln nht th gii vi tn giao
dch l Hon Hai Precision Industry nh xut khu ln nht ti Trung Quc i lc.
Cng ngh khng l ca Trung Quc ny lp rp cc sn phm ca Apple nh iPad,
iPhone, iPod v my tnh Mac ti cc nh my sn xut trn khp Trung Quc v i Loan.
3. Nh phn phi ca APPLE.
AT&T
AT&T l mt trong nhng i tc kinh doanh thn thit nht vi Apple v l hng phn
phi iPhone duy nht ti M t nm 2007 n 2011. i vi AT&T;, iPhone em li li nhun
ln. Ch trong 3 thng u nm 2011, 3,6 triu chic iPhone c bn ra v s dng dch v
AT&T;, chim 23% tng s kch hot mi ca AT&T.; Ch tnh ring na u nm 2011, AT&T;
thu c 7,2 triu lt kch hot trn iPhone.
Verizon Communications
Nm 2007, Verizon ban u tut mt nhng khon li nhun khng l khi Apple hp
tc vi AT&T; trong mng iPhone.
Nhng n thng 2/2011, hng phn phi vin thng ln nht nc M ln u tin
cho ra mt sn phm iPhone dng mng Verizon. Verizon v Apple tin hnh tho lun t nm
2008 v dnh mt nm th nghim sn phm iPhone trn mng CDMA ca Verizon.
Trong tun ra mt u tin, khong mt triu chic iPhone s dng dch v ca Verizon
c bn ra, vi 60% doanh thu l t cc n hng t trc. Trong 6 thng u nm 2011, tng
cng c 4,5 triu chic iPhone dng mng ca Verizon c bn ra.

QUN TR CHUI CUNG NG NHM 09

4. Nh bn l.
Apple c 326 ca hng bn cc sn phm MacBook, iPod, iPad, iPhone:
Trong nm 2010, s lt khch t chn ti 326 gian hng bn l ca Apple mi qu
vt con s 60 triu lt khch, doanh thu bn l khng tnh bn trc tuyn ca Apple tng 70%
ln 11,7 t USD, chim 15% trong tng doanh thu 76,3 t USD ca hng, vt xa mc tng
trng 4,5% ca lnh vc bn l ni chung.
Vi ni tht thng thong v nh sng bt mt, cc gian hng ca Apple mang li khng
kh thoi mi v t do. Nhng Apple lun theo di nht c nht ng ca khch hng v nhn
vin. Cc nhn vin c lnh khng bn tn vi khch v cc tin n sn phm, cc k thut
vin khng c hp tp tha nhn nhng li sn phm, v bt k ai tit l v cng ty trn
Internet s b sa thi ngay lp tc. Cc nhn vin bn l ca Apple c tr t 9-15 USD mi gi,
v tng ln 30 USD/gi nu l gim st..
Apple hin ang tm kim cc khch hng doanh nghip ti ca hng. Cng ty xy
dng mt khu thit k ring Briefing Rooms mt s ca hng, v u nm nay, ra dch v
Joint Venture cung cp mt chng trnh ring cho cc khch hng doanh nghip. Cc lnh
o bn l ca Apple gi l nhng vin gch u tin cho thp k bn l mi.
5. Nh cung cp dch v.
Tr thnh nh cung cp cho Apple v cng hp dn bi n hng ln, khng phi ai cng
mun tr thnh nh cung cp cho Apple v cng y th thch v nhiu rng buc. Khi Apple
yu cu bo gi cho cc thnh phn nh mn hnh cm ng, cng ty yu cu bn tnh ton chi tit
ti sao t mc gi ny, bao gm c c tnh chi ph nguyn vt liu v nhn cng, v li nhun
d nh.
Vn chuyn: Apple chi rt mnh bo cho chi ph vn chuyn, khi cn thit Apple sn sng
vn chuyn bng ng hng khng cho cc sn phm ca mnh, Theo John Martin,
chuyn gia logistics tng lm vic vi Jobs khi sp xp cc chuyn bay, m bo
nhng chic iMac xanh c xut hin rng ri ng dp Ging sinh 2010, Jobs chi 50
triu USD mua mi ch cha hng ha bng ng hng khng. ng thi ny khin
cc i th khc nh Compaq iu ng khi chm chn trong ng k vn ti bay.
Thit k: Quyt nh tp trung vo t dng sn phm v ty bin t thay i l li th rt
ln ca Apple.H c rt t sn phm, ch tp trung vo cc sn phm MacBook, iPod,
iPad, iPhone. Theo Matthew Davis, chuyn gia chui cung ng ti Hng nghin cu
Gartner ngi xp Apple l chui cung ng tt nht th gii trong 4 nm qua, Apple s

QUN TR CHUI CUNG NG NHM 09

hu chin lc rt thng nht, v mi phn trong kinh doanh u xoay quanh chin lc
ny.
T vn : Apple t ra quy nh v cc bc phc v khch hng bao gm: Li gn
khch hng vi thi cho n thn tnh, Hi han lch s hiu cc nhu cu ca
khch, a ra mt gii php khch hng c th p dng ti nh ngay trong ngy,
Lng nghe v gii quyt bt k vn hay lo ngi no ca khch hng, v Kt thc
bng li cho tm bit thn tnh v li mi quay tr li. Trong nguyn gc ting Anh, cc
ch ci bt u cc nguyn tc ny ghp li thnh t APPLE.
Qun l kho hng: qun l kho hng ca Apple l v cng tt, Apple ko trc tip sn
xut hng ha m thu cc nh my Foxconn sn xut thit b Trung Quc ch to
nhng thit b ca mnh.Apple ch vic phn phi cc sn phm ca mnh. T qu to
c th phn phi sn phm ca mnh ti tay khch hng nhanh hn.
Cc nh cung cp thit b ng vai tr sng cn vi Apple, Apple phi nh n hn 156
nh cung cp dch v, tuy vy vi s la chn khn kho ca mnh Apple tm c nhng nh
cung cp tt nht c gi thnh r.
6. Tiu dng.
Nhn tng qut li,khch hng ca Apple ch yu l c nhn, ai dng hng apple u
thuc tng lp kh gi. Tng lp kh gi ngy nay u l nhng ngi nhiu tin bn rn, t c
thi gian hoc ngi vc vch cng ngh, thch s thun tin, thi trang, thng hay giao lu cng
vic khoe kh nng ti chnh. Tng lp ny ch chim tm 20-30% dn s ton cu, nhng h li
s hu ti sn chim ti 70-80% tng ti sn ca cng dn ton cu. y qu l tp khch hng
tim nng v sn sng chi tr c s hu nhng sn phm cng ngh nh cao nht, thi
thng nht, nhng i tng ny h t khi n o khi xung tin mua sn phm ca Apple.
Apple p dng chin lc ht vng sa cho cc sn phm mi ra ca mnh. Khi tung ra 1
sn phm no th gi ca sn phm rt cao, mt thi gian sau th gim gi mnh thu ht
ngi tiu dng. C th:
iPhone 4 16GB

13/06/2010: 28.500.000
13/6/2011: 15.000.000
20/4/2012: 11.000.000

Ra mt Vit nam vo ngy 13/6/2010 gi ca Iphone 4 phin bn 16GB c gi hn 28

triu, khch hng ch yu l tng lp thng lu c ti chnh mnh hay nhng ngi yu thch

QUN TR CHUI CUNG NG NHM 09

cng ngh mi, mun khng nh bn thn. Sau khi ra mt c 1 nm, gi ca Iphone 4 gim
mnh xung cn 11 triu. i tng l nhng ngi c ti chnh t hn
III. Thnh cng ca Iphone.
1. Nhng thnh cng ca Iphone
-

Ngay t khi ra i Iphone v cng thnh cng, ngay trong ngy ra mt u tin Iphone

tiu th c ni ln tr thnh chic in thoi bn chy nht mi thi i: Sau 2 nm, Iphone
chim lnh ti 17% th trng Smartphone, v thm ch c lc bn c hn 1 triu chic ch
trong 1 ngy!
-

Nhn li 5 nm "lm ma lm gi" ca iPhone

29/6/2007, iPhone, chic in thoi lm thay i c lch s ca qu trnh pht trin

smartphone c Apple trnh lng. Hy cng nhn li 4 nm tn ti v pht trin ca iPhone,

cng nhng s nh hng ca chic smartphone ny n nn cng ngh ton cu.
- ng 5 nm trc, iPhone, chic in thoi khng ch lm thay i tm vc ca Apple, m
cn lm thay i ngnh cng nghip sn xut thit b di ng, cng nh lm rng ng c gii
cng nghip c Apple trnh lng.
- Nhc n iPhone, cho d l nhng ai yu thch Apple, nhng chuyn gia cng ngh ln nhng
khch hng thng thng nht cng phi dnh cho chic smartphone ny nhng s knh trng
nht nh.
- Cho d c yu thch Apple hay khng, th tt c mi ngi cn phi tha nhn, s ra i ca
iPhone khng ging vi s ra i ca bt k thit b cng ngh no khc, m c xem l nh
ting chung u tin cho mt cuc cch mng trn th trng smartphone.
- Trong 5 nm ra i v pht trin, iPhone thay i hon ton ngnh cng nghip di ng.
Cc hng sn xut in thoi ni ting trn ton cu nh Nokia, Samsung hay Motorola cng
phi thay i li chin lc pht trin di ng ca mnh: tp trung vo nhng chic
smartphone h tr mn hnh cm ng, v c bit l tng cng h tr ng dng cho nn tng di
ng.
- Khng ch lm thay i nn cng nghip di ng, iPhone cn lm thay i c Apple. Mc d
t c nhng thnh cng vang di trong qu kh vi iMac, iPod hay iTunes nhng ch
n khi c s xut hin ca iPhone, Apple thc s tr thnh mt trong nhng tp on cng
ngh hng u th gii.
- Trong 5 nm tn ti v pht trin, cuc ua trn th trng di ng tr nn gay cn v hp dn
hn bao gi ht, vi s ra i ca hng lot sn phm c mnh danh l st th ca iPhone,
vi mong mun lt s thng tr ca iPhone trn th trng di ng. Tuy nhin, iPhone vn tip
tc thng tr v vt qua nhng i th khc tip tc l chic smartphone hot nht hin
nay.

10

QUN TR CHUI CUNG NG NHM 09

-

Hy cng nhn li 4 nm ra i v pht trin ca iPhone qua nhng ct mc ng nh di

y:
- 29/7/2007: iPhone c ln k u tin ti M v thc s gy nn mt cn st cho ngi
dng ti y.
- Ch trong vng 30 ting u tin sau khi c by bn, 270 ngn chic Apple c bn i.
- Gn 3 thng sau, 11/9, cn st iPhone lan truyn n chu u, xut hin u tin ti Anh v
Php.
- 05/02/2008, p ng nhu cu lu tr d liu ca ngi dng, Apple cho xut xng
iPhone vi phin bn b nh 16GB. Trc y, iPhone ch c 2 phin bn 4GB v 8GB.
- 6/03/2008, iPhone t tn cho h iu hnh s dng trn iPhone l iPhone OS. Sau , tn gi
ny c i thnh iOS nh chng ta bit n ngy nay.Hin phn ln cc thit b di ng ca
Apple u s dng h iu hnh ny, bao gm iPhone, iPad, iPod Touch, Apple TV
- 9/6/2008: 1 nm sau khi ra mt phin bn iPhone u tin, tip ni cn st iPhone vn cn
ang giai on cao tro, Apple tip tc trnh lng phin bn tip theo, iPhone 3G, kt ni v h
tr tt hn vi cng ngh 3G.
- 10/7/2008: vi s pht trin nhanh chng ca iPhone v iPhone 3G, Apple khai trng gian
hng ng dng App Store, vi cc ng dng c pht trin trn nn tng iOS.
- 13/7/2008: ch 3 ngy sau khi c khai trng, c hn 800 ng dng xut hin trn gian
hng ny v c hn 10 triu lt ti cc ng dng.
- 23/4/2009: Apple ghi nhn lt download 1 t trn gian hng ng dng App Store. Vo thi
im ny, c hn 35 ngn ng dng dnh cho iOS xut hin trn App Store.
- 19/6/2009: 1 nm sau khi ra mt iPhone 3G, Apple tip tc trnh lng ngi k tc iPhone
3GS. y khng thc s l mt phin bn nng cp ca iPhone 3G, m l mt phin bn c mt
vi s iu chnh to ra s khc bit.
- Iphone 3GS ra mt vi 2 phin bn b nh: 16GB v 32 GB.
- 24/6/2010: iPhone 4, phin bn c xem l thnh cng nht trong s 4 phin bn ca iPhone
-

c chnh thc ln k.
Thng 5/2011, Apple cho bit chp thun ng dng th 500 ngn xut hin trn App Store

ca mnh.
Vi thnh cng ngoi mong i ca iPhone, Apple nhanh chng vn ln tr thnh mt trong

nhng tp on gi tr nht th gii.

Gi c phiu ca Apple khi thi im iPhone phin bn u tin c ra mt cch y 4 nm
vo khong 122,04 USD/c phiu. Tuy nhin, sau 4 nm v 4 phin bn iPhone c trnh

lng, hin nay, gi c phiu ca Apple t mc 331.23/c phiu.

Hin ti, gi tr c tnh ca Apple vo khong 306,3 t USD.
Cng vi "sc nng" tip tc lan ta ca iPhone, v nhng phin bn mi tip tc ra mt
trong tng lai, chc hn, gi tr ca Apple s cn tip tc tng ln nhanh chng trong thi
gian ti y.

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QUN TR CHUI CUNG NG NHM 09

2. Phn tch cc yu t thnh cng
c c s thnh cng nh trn ca Iphone l c mt qu trnh di vi chin lc kinh
doanh c o v n tng ca Apple v rt nhiu cc yu t khc ca Apple. Trong khng th
thiu tm quan trng ca chui cung ng khng l hot ng nhp nhng ca Apple.
Vy chui cung ng ca Apple gp phn vo thnh cng Nh th no?
2.1. Nh cung cp nguyn vt liu, nh sn xut
Apple d xy dng mt h sinh thi khp kn ti Apple p dng kim sot vi hu nh
mi phn ca chui cung ng t thit k n cc ca hng bn l.
Do c khi lng ln - v hot ng khng ngng, Apple c c s gim gi ln vi
hu ht cc linh kin, vi nng lc sn xut v cc ph vn ti hng khng. Mike Fawkes, cu
gim c chui cung ng ti Hewlett-Packard v hin l nh u t mo him ca VantagePoint
Capital Partners ni: "S tinh thng trong qu trnh hot ng l mt ti sn ln cho Apple cng
nh s i mi sn phm hoc marketing. H thc hin qu trnh hot ng xut sc ti mc
cha tng thy trc y.
Hng c nh c s lng sn phm c th tiu th c trong tng lai v dm tr
t mt khon tin ln cho cc nh cung cp m bo h s sn xut linh kin ch cho ring
Apple trong nhiu nm sau . n c nm 2005, Apple tr 1,25 triu USD cho cc nh cung
cp m bo h sn xut con chip memory flash cho iPod v cc thit b khc ca ring Apple
trong vng 5 nm. Qu ba va qua, Apple cng chi 82 t USD lm nhng vic tng t.
Tm l chi tin bo tay bt c lc no cn thit, v gt hi li nhun t tng lng sn
phm ln hn trong di hn c th ch ha trong sut chui cung ng ca Apple, ngay t
khu thit k. Ive v i k thut c lc sng hng thng tri trong khch sn ch gn gi hn
vi cc nh cung cp v sn xut, tinh chnh qu trnh cng nghip chuyn ha t nguyn mu
sang thit b sn xut hng lot, nh thit k ca Apple phi hp tc vi nh cung cp to ra thit
b mi hon ton.
Thi im i vo sn xut, Apple mang theo v kh hn 80 t USD tin mt v u t:
nm ti, Apple d nh tng gp i chi ph vn cho chui cung ng ln 7,1 t USD, trong xc
nhn dnh 2,4 t USD tr trc cho cc nh cung cp chnh. Chin thut m bo s sn sng
v gi thp cho Apple, v nhm hn ch kh nng ca mi i th khc.
Apple yu cu bo gi cho cc thnh phn nh mn hnh cm ng, cng ty yu cu bn
tnh ton chi tit ti sao t mc gi ny, bao gm c c tnh chi ph nguyn vt liu v nhn
cng, v li nhun d nh. Mt gim c tng t vn cho Apple tit l Apple i nhiu nh cung

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QUN TR CHUI CUNG NG NHM 09

cp chnh d tr hng tn kho trong 2 tun cch nh my lp rp ti chu 1 dm, v i lc
khng tr tin ti 90 ngy sau khi s dng.
Mt lnh o tng lm vic vi cc nh sn xut quan trng cho bit chin thut mc c
ca Apple c xu hng gy p lc gim gi, dn ti li nhun thp hn. Sau nhiu thng m
phn, Apple yu cu nh cung ng cam kt huy ng mi nng lc sn xut dn cho sn phm
ca Apple.
Nhiu tun sau khi cng b sn phm iphone, cc nh my phi hot ng qu cng sut
to ra hng trm nghn thit b. kim sot hiu qu v m bo b mt trc khi ra mt,
Apple t mn hnh in t trong nhiu hp cho php theo di cc cng ty Trung Quc nh mt
n lc nhm gim thiu ti a tin tc r r.
Apple kim sot cht ch cc nh cung cp v nh sn xut m bo lun y v
kp thi nguyn vt liu vi gi c c chit khu ln cho n hng khng l m bo cho
qu trnh xut lin tc p ng nhu cu khng l v Iphone ca khch hng. S kt hp nhp
nhng ca bn k thut, cung ng v sn xut gip Iphone lun sn sng hng bn vo ng
thi im v hn ch c i th cnh tranh.
2.2. V dch v
a. Dch v phn mm:
Apple pht trin gian hng App store v bt tay vi cc nh pht trin ng dng. n
5/2011 th trn gian hng c n 500000 ng dng hin c 37% s ng dng trn App Store l
min ph, trong khi vi cc ng dng c thu ph, gi trung bnh ca mi ng dng l 3,64
USD. Trong , 30% doanh thu t cc ng dng s c Apple nm gi, trong 70% doanh
thu s dnh cho cc nh pht trin ng dng.
b. Dch v vn chuyn:
Mt v d kh in hnh cho vic chi mnh tay cho chui cung ng ca Apple l vic
Steve Jobs chi 50 triu USD mua mi ch cha hng ha bng ng hng khng trong khi
mi nh sn xut my tnh u vn chuyn sn phm bng ng bin.
Apple nhn ra vn chuyn nhiu trn my bay c th tit kim hn hn khi gi trc tip
t nh my sn xut ti Trung Quc ti tn ca nh khch hng. Vic mi ngi t mua v nhn
hng ch sau vi ngy, hay c th theo di st sao hnh trnh sn phm thng qua trang web ca
Apple.
c.

Nh phn phi, nh bn l.
V d in hnh v chui cung ng u vit ca Apple l khi ln lt tit l cc sn phm

ni ting, mt qu trnh c dn xp cht ch qua nhiu nm vi Mac, iPod, iPhone, iPad. Nhiu
tun sau khi cng b sn phm, cc nh my phi hot ng qu cng sut to ra hng trm

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QUN TR CHUI CUNG NG NHM 09

nghn thit b. kim sot hiu qu v m bo b mt trc khi ra mt, Apple t mn hnh
in t trong nhiu hp cho php theo di cc cng ty Trung Quc nh mt n lc nhm gim
thiu ti a tin tc r r., t nht mt ln, cng ty giao sn phm trong thng c chua trnh
b pht hin.
Sn phm hon thin ng trong bao kn, v thng xuyn c kim tra ti mi im
bn giao cng, sn bay, kho xe ti, trung tm phn phi m bo khng sn phm no tht
thot. Chui ca hng bn l ca Apple chnh l li th vn hnh cui cng. Mt khi sn phm
c by bn, cng ty c th theo di nhu cu ca tng ca hng theo tng gi, v iu chnh d
bo sn xut hng ngy.
Li nhun khng l ca Apple li nhun gp 40% nm 2010 so vi 10-20% ca cc
cng ty khc phn ln da vo qu trnh vn hnh. Time Cook- V tn Tng gim c dng
khu hiu anh thp ni v s cn thit ca hiu qu: Khng ai mun mua sa b chua. Sa
s khng bao gi b chua nu nh bn l c mt chui cung ng u vit.
iu ny chng t rng vic bn l c 1 chui cung ng u vit khin cho Apple taoh ra
li th ln v thnh cng hn so vi hu cc i th cnh tranh cng ngnh.
3. Nhn xt.
Apple thnh cng ln trong vic qun tr chui cung ng. Thc cht, Apple c th
c coi l 4 cng ty con v tt c u hp nht thnh mt. Apple l cng ty cung cp phn cng,
to ra phn mm, bn dch v v m nhn lun khu phn phi sn phm. Apple gn nh bao
trn chui cung ng cho mt sn phm cng ngh. Lnh vc m tp on ca Steve Jobs hin vn
cha th chen chn vo c c l l... t sn xut v cung cp linh kin cho chnh mnh to ra
thnh phm.
Apple kim sot gn nh tt c cc khu quan trng nht. Hy tng tng mt cng
ty s v cng nguy him nh th no khi va c trong tay thit b phn cng (iPad, iPhone, iPod,
Mac...), va s hu phn mm (iOS, MacOS) v c th ty chnh phn mm theo thch ph
hp vi phn cng. Thm vo l marketing v phn phi sn phm ca Apple Store, lin kt
vi cc dch v cy nh l vn nh iTunes v iCloud, kim sot cc i tc bn hng ca Apple
Store.
Apple chim c v th nh ngy hm nay cng v Steve Jobs v cc cng s hon
thnh qu tt cc cng vic, c bit l cng on phn phi sn phm qua h thng bn l Apple
Store.
Chui cung cng chnh l con t ch bi gip Apple x l c lng hng ln mi khi
tung ra m khng cn lo lng v lng hng tn kho gi tr ln. D thng xuyn b ch trch v

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QUN TR CHUI CUNG NG NHM 09

bn sn phm gi cao hn mi i th nhng Apple c th kim c 25% li nhun trn mi
iPad.

15