GII THIEU MON HOC

QUN TR CHIN LC
(STRATEGIC
MANAGEMENT)

GII THIEU VE MON HOC

Muc tieu mon hoc

Tm

hieu cac dang thong tin va vai

tro cua thong tin trong viec hoach
nh chien lc
Tm hieu triet ly kinh doanh,tam
nhn, nhiem vu hay s menh va
nhng muc tieu cho cong ty
La chon chien lc cac cap o
khac nhau: cong ty; lanh vc kinh
doanh, cac bo phan chc nang
Thc thi chien lc va cac phng
phap kiem soat o lng viec thc
thi chien lc o.

GII THIEU VE MON HOC

Phng phap hoc tap

Sinh vien nghe giang tren lp va tham gia
thao luan cac van e giao vien at ra
trong lp hoc
Hoan tat cac bai tap thuyet trnh (tieu
luan) theo nhom va cac bai kiem tra(3
bai)
anh gia ket qua hoc tap
iem thi cuoi khoa
: 50% so
iem
iem qua trnh
: 50% so iem

LCH HOC-KIEM TRA VA THUYET

TRNH
Buoi hoc th 1: Hoc
Buoi hoc th 2: Hoc
Buoi hoc th 3: Hoc
Buoi hoc th 4: Hc va kiem tra lan 1
Buoi hoc th 5: Thuyet trnh e tai so 1,2,3
Buoi hoc th 6: Hoc
Buoi hoc th 7: Hoc va kiem tra lan 2
Buoi hoc th 8: Thuyet trnh e tai so 4,5,6
Buoi hoc th 9: Thuyet trnh e tai so 7,8,9
Buoi hoc th 10: Thuyet trnh e tai so 10
Buoi hoc th 11: On tap va kiem tra lan 3
(Cac buoi hoc vao toi th hai tai giang ng
C004)

NOI DUNG MON HOC

( STRATEGIC MANAGEMENT)

Chng 1: Khai quat ve quan tr chien lc

Chng 2: Phan tch thong tin moi trng
(Environmental Analysis)
Chng 3: Thiet lap nhiem vu s mang va
cac muc tieu (Mission and Objectives)
Chng 4: La chon chien lc cong ty (Corporate
Strategies)
Chng 5: La chon chien lc kinh doanh
(Business Strategies)
Chng 6: La chon chien lc cac bo phan
chc nang (Functional Level Strategies)
Chng 7: Thc thi, kiem soat va o lng
chien lc (Implement, Controlling and Evaluating)

TAI LIEU MON HOC

Bai giang QUAN TR CHIEN LC cua

giao vien tai lp
CHIEN LC VA CHNH SACH KINH DOANH
NGUYEN TH LIEN DIEP-PHAM VAN NAM
HKT TP.HCM
QUAN TR CHIEN LC TRONG NEN KINH
TE TOAN CAU -PHAN TH THU PHNG
CHIEN LC KINH DOANH VA PHAT TRIEN
DOANH NGHIEP -NGUYEN THANH ONGUYEN NGOC HUYEN- HKTQD HA NOI
CHIEN LC CANH TRANH-LI THE CANH
TRANH -MICHAEL E.PORTER

CHNG 1: KHAI QUAT VE QUAN

TR
CHIEN LC

TAI SAO PHAI QUAN TR CHIEN LC ?

Moi

trng kinh doanh phc tap va luon bien ong

Hoat

ong kinh doanh cua doanh nghiep phai thch ng tot

vi moi trng ben ngoai hn la da vao nhng no lc
noi tai

Nhiem

vu cua nha quan tr la no lc phan tch moi

trng va xay dng nen mot chien lc tng thch vi cac
ieu kien moi trng

Quan

tr chien lc giup cho s van hanh cua doanh nghiep

co tnh hieu qua va linh ong cao oi vi moi trng

CHNG 1: KHAI QUAT VE QUAN

TR
CHIEN LC

TAI SAO PHAI QUAN TR CHIEN LC ?

Khong g bi tham hn cho doanh nghiep bang viec

xuoi tay trc nhng bien ong cua th trng
Cung cap mot cai nhn dai han. Neu chi chu trong
oi pho vi nhng ap lc ngan han th se rat de
sai lam
Quyet nh viec phan bo tai nguyen cua doanh
nghiep
Giup la chon chien lc va ra cac quyet nh
Cung cap he thong thong tin
Cung cap he thong kiem soat

CHNG 1: KHAI QUAT VE

QUAN TR CHIEN LC

QUAN TR CHIEN LC LA G?
(STRATEGIC MANAGEMENT)
Quan tr chien lc la tien trnh cua viec
xem xet moi trng hien tai va tng lai,
nh dang ra nhng nhiem vu, muc tieu
va thc thi, kiem soat, o lng nhng
hoat ong nham at c nhng nhiem
vu va muc tieu a e ra cua doanh
nghiep trong mot moi trng ma doanh
nghiep ang hoat ong (Nguon: Business
strategy and policy Garry D. Smith; Danny R.
Arnold; Bobby G. Bizzell)

CHNG 1: KHAI QUAT VE

QUAN TR CHIEN LC

QUAN TR CHIEN LC LA G? (STRATEGIC

MANAGEMENT)
Quan

tr chien lc oi hoi phai

phan tch ca moi trng ben ngoai
va nguon lc ben trong cua doanh
nghiep. T nhng phan tch nay ma
doanh nghiep se nam bat c
nhng the manh va iem yeu cua
mnh cung nh tan dung c c hoi
va han che nhng thach thc t
moi trng ben ngoai

CHNG 1: KHAI QUAT VE

QUAN TR CHIEN LC

CHIEN LC LA G?
(STRATEGY)
Chien lc kinh doanh la
1 ban phac thao tng
lai bao gom cac muc
tieu ma doanh nghiep
phai at c cung nh
cac phng tien can
thiet e thc hien cac
muc tieu o

CHNG 1: KHAI QUAT VE

QUAN TR CHIEN LC
CHIEN LC LA G?
(STRATEGY)
Chien lc kinh doanh
la nhng bien phap
canh tranh va cac
phng phap tiep can
kinh doanh e lam
hai long khach hang
va at c muc tieu
kinh doanh

CHNG 1: KHAI QUAT VE

QUAN TR CHIEN LC

GIAI OAN TH 1: Ke hoach hoa

kinh doanh ( 1950 en nam 1960)

Cac nc co nen kinh te ke hoach

hoa tap trung : Ke hoach cua cong
ty c xay dng tap trung thong
nhat

Cac nc co nen kinh te th

trng : chien lc kinh doanh mo
phong theo chien lc quan s (san
xuat, au t,
tai chnh)

CHNG 1: KHAI QUAT VE

QUAN TR CHIEN LC

GIAI OAN TH 2: Ke hoach

hoa chien lc theo ma
tran( en nam 1980)

Tm kiem va phat trien li the

canh tranh trong tng lnh vc
hoat ong cua doanh nghiep

Phat hien u the canh tranh ve

chi ph va gia thanh thap chu
yeu phu thuoc vao khoi lng
san xuat va tieu thu san
pham

CHNG 1: KHAI QUAT VE

QUAN TR CHIEN LC

GIAI OAN TH 3: Chien lc

tc thi (en nam 1990)

Mo hnh 7 nhan to thanh cong :

Gia tr chung,chien lc kinh
doanh, c cau, he thong, phong
cach, ky nang,nhan vien

Nhan manh phng dien tam ly

va xa hoi trong quan tr, nang
suat va s t tin i oi vi nhau

CHNG 1: KHAI QUAT VE

QUAN TR CHIEN LC

GIAI OAN TH 4: Quan tr

Chien lc (en nay)

Mo hnh 3 loai chien lc canh tranh

chu yeu: chien lc chi ph thap,
chien lc khac biet hoa,chien
lc trong tam hoa(tap trung)

Phat trien khai niem mi chuoi

gia tr trong canh tranh( R&D,ang
ky s hu tr tue,San xuat, Phan
phoi,Phat trien thng hieu)

CHNG 1: KHAI QUAT VE QUAN TR

CHIEN LC
Moi trng xa hoi

Van hoa

Kinh te
Moi trng nganh

Co ong Nha cung ng

Hiep hoi
Chnh phu
Moi trngCong oan
To chc
noi tai
oi thu
Cong ong C cau
Canh tranh
Van hoa
Khach hang
Nguon lcHiep hoi
Thng mai
To chc
Tn dungTruyen thong

Chnh tr Phap luat

Cong nghe Ky thuat

CHNG 1: KHAI QUAT VE QUAN

TR
CHIEN LC
Doanh nghiep kinh doanh a lanh vc
Cong ty
Lanh vc
kinh doanh A
Nhan s

Lanh vc
kinh doanh B
Tai chanh

Lanh vc
kinh doanh C

Marketing

San xuat va R&D

San pham dch vu

Gia
Phan phoi
Chieu th

CHNG 1: KHAI QUAT VE QUAN

TR
CHIEN LC
Doanh nghiep kinh doanh mot lanh vc

Cong ty

Nhan s

Tai chanh

Marketing

San xuat va R&D

San pham
Gia
Phan phoi
Chieu th

CHNG 1: KHAI QUAT VE QUAN

TR
CHIEN LC

Cac cap o quan tr chien lc

Chien lc cong ty (Corporate strategy)
Doanh nghiep ang kinh doanh hoac se
kinh doanh cai g?
Hnh thai quan ly ra sao gia cac lanh
vc kinh doanh (oc lap hay co ket hp
vi cac lanh vc kinh doanh khac)
Moi quan he xa hoi cua doanh nghiep.
Xay dng nhng muc tieu dai han va
nhng chien lc c ban

CHNG 1: KHAI QUAT VE

QUAN TR CHIEN LC

Cac cap o quan tr chien lc

Chien lc kinh doanh (Business strategy)
Xac nh nhiem vu cu the cua tng lanh
vc kinh doanh
Nhng ong gop cu the cho chien lc
chung cua cong ty (corporate strategy) trong
pham vi gii han tng lanh vc hoat ong
Xay dng muc tieu tng oi cu the va
phai phu hp vi chien lc cong ty.
Chien lc c xay dng cap o nay
nham at c nhng muc tieu cua cong
ty

CHNG 1: KHAI QUAT VE

QUAN TR CHIEN LC

Cac cap o quan tr chien lc

Chien lc bo phan chc nang (Functional
strategy)
Xac nh ra chien lc cu the cho moi bo
phan chc nang.
Nhiem vu va muc tieu phai ho tr cho viec
at c nhng nhieu vu va muc tieu cua
chien lc kinh doanh va chien lc cong ty.
c xay dng vi mc o cu the, chi tiet cao
va phai phu hp va ho tr cho nhng muc
tieu a vach ra cap o chien lc kinh
doanh.
Thng mang tnh ngan han

CHNG 1: KHAI QUAT VE

QUAN TR CHIEN LC

MO HNH HOACH NH CHIEN LC

Quan tr chien lc la mot qui trnh bao
gom cac bc sau:
Phan tch moi trng (Ca ben ngoai
va noi tai)
Xac nh nhiem vu (mission) va nhng
muc tieu (Objectives)
Phan tch va la chon chien lc
Thc thi chien lc
o lng va kiem soat viec thc hien
chien lc

CHNG 1: KHAI QUAT VE

QUAN TR CHIEN LC
Mo hnh hoach nh chien lc
Ra
soat
cac
yeu
to
moi
trn
g
Ngoai
vi
-Moi
trng
xa
hoi
-Moi
trng
nganh
Noi
tai
-C
cau

Xay dng chien lc

S
men
h
missio
n
Ly do
ton
tai

Muc
tieu
Objectives

at c
nhng
ket qua
nao,
vao luc
nao

Chien
lc
Strategie
s

Ke
hoach
thc
hien s
meng
va muc
tieu

Thc thi chien lc

Chng
trnh
Programs

Ngan
sach
Budgets

Cac
chng
trnh
hanh
ong
can
thiet
e thc
hien ke

Chi ph
thc
hien
cac
chng
trnh
hanh
ong

Qui
trnh
Procedur
es

Cac
bc
thc
hien
mot
hanh
ong

o
lng
va
kiem
soat

S van
hanh
Performa
nce
Ket
qua
thc te
cac
hoat
ong

CHNG 1: KHAI QUAT VE

QUAN TR CHIEN LC

Mo hnh hoach nh chien lc (tiep)

Phan

tch moi trng

Ra soat va phan tch nhng thong tin lien quan
en moi trng ben ngoai va noi tai cua
doanh nghiep

Vai tro cua viec phan tch moi trng:

Cung cap c s cho viec thiet lap len nhiem
vu va nhng muc tieu
Xac nh nhng g can phai lam e hoan
thanh nhiem vu va at c nhng muc tieu

CHNG 1: KHAI QUAT VE

QUAN TR CHIEN LC

Mo hnh hoach nh chien lc (tiep)

Xac

nh nhiem vu va nhng muc tieu

Nhng muc tieu ma doanh nghiep phai
at c c chia lam ba dang:
Nhiem vu s mang (Mission): La muc
tieu mang tch chat bao quat nhat, neu
ra ly do c ban nhat cho s ton tai cua
doanh nghiep
Muc tieu dai han (Long-run goals) va Muc
tieu ngan han (Short-run goals): Hng
vao nhng muc tieu cu the hn

CHNG 1: KHAI QUAT VE

QUAN TR CHIEN LC

Mo hnh hoach nh chien lc (tiep)

Phan

tch va la chon chien lc

Chon ra mot s ket hp tng thch gia
chien lc cong ty (corporate), chien lc
kinh doanh (business) va chien lc cua
cac bo phan chc nang (functional).
Nhng thu thuat (procedure) bao gom
nhng phng phap va ky thuat hanh
ong, vach ra nhng ng hng cu the
doanh nghiep se lam g trong nhng tnh
huong cu the

CHNG 1: KHAI QUAT VE

QUAN TR CHIEN LC

Mo hnh hoach nh chien lc (tiep)

Thc thi chien lc
Thc hien ung nhng viec a c vach ra theo
ung lch trnh nham at c nhng muc tieu va
hoan thanh nhiem vu cua doanh nghiep
c phan bo theo trach nhiem va quyen han cua
tng ca nhan va bo phan trong doanh nghiep nham
at c t nhng muc tieu cu the nhat en
nhng muc tieu bao quat nhat va cuoi cung la
hoan thanh nhiem vu cua doanh nghiep
Viec thc thi chien lc oi hoi phai co s phoi hp
ong bo va tng thch gia cac bo phan vi nhau
va vi nhng muc tieu chung cua doanh nghiep

CHNG 1: KHAI QUAT VE

QUAN TR CHIEN LC

Mo hnh hoach nh chien lc (tiep)

o lng va kiem soat viec thc hien
chien lc
Thu thap va phan tch nhng thong tin phan
hoi ve viec thc thi chien lc nham xac
nh nhng sai lech trong qua trnh thc hien
Ra soat nhng thong tin bien ong t moi
trng nham co nhng thay oi chien lc
kp thi tng thch vi nhng ben ong o
(thong thng doanh nghiep se xay dng cho
mnh nhng ke hoach d phong)

CHNG 2: PHAN TCH THONG TIN

MOI TRNG

Y ngha cua thong tin trong viec

hoach nh chien lc:
Ket

noi moi trng ma doanh nghiep

ang hoat ong vi nhng hoat ong
quan tr cua doanh nghiep

Cung

cap cho nha quan tr nhng d

kien can thiet cho viec thiet lap nen
mot chien lc hieu qua va tao ra mot
li the canh tranh cho doanh nghiep

CHNG 2: PHAN TCH THONG TIN

MOI TRNG KINH DOANH

MOI TRNG BEN NGOAI

Moi trng v mo( phan tch PEST)
Moi trng trng nganh( mo hnh 5 lc)
MOI TRNG BEN TRONG
Nhan lc
Tai lc
Vat lc

CHNG 2: PHAN TCH THONG TIN

MOI TRNG
MOI TRNG KINH TE

Cac giai oan cua chu ky kinh te (suy thoai phat

trien)
Thu nhap bnh quan tren au ngi (GDP)
Tng mc ban l,Tng kim ngch xut khu
Ty le lam phat,T gia hi oai
Lai suat ngan hang,Chnh sach tn dng,Huy ong vn
D tr ngai hi
Ty le that nghiep
Can can thng mai (Xuat khau nhap khau)
Tnh hnh au t nc ngoai

CHNG 2: PHAN TCH THONG TIN

MOI TRNG
MOI TRNG VAN HOA XA HOI

Quan iem ve chat lng cuoc song

Loi song,Trnh o dan tr
Vai tro phu n
Nghe nghiep mong muon
Ty le tang dan so
S chuyen dch dan c
Cac trao lu van hoa
i song tinh than trong dan chung

CHNG 2: PHAN TCH THONG TIN

MOI TRNG
MOI TRNG CHNH TR PHAP LUAT

S on nh ve mat chnh tr cua quoc gia

Cac chnh sach oi noi oi ngoai cua chnh phu
Cac luat nh lien quan en cac van e kinh te,
san xuat, kinh doanh va au t nc ngoai
Cac luat nh ve bao ve moi trng t nhien,
quyen cua ngi tieu dung, quang cao,

CHNG 2: PHAN TCH THONG TIN

MOI TRNG
MOI TRNG T NHIEN

Tnh hnh o nhiem moi trng

Nguon nguyen nhien lieu
S thieu hut nguon nguyen lieu t tai
nguyen thien nhien

CHNG 2: PHAN TCH THONG TIN

MOI TRNG
MOI TRNG KY THUAT CONG NGHE

Day chuyen cong nghe mi

Cong nghe thong tin
Cac phat minh khoa hoc
Nguon nguyen lieu mi

PHAN TCH MOI TRNG

NGANH
CAC OI THU
TIEM NANG

Thach thc e
Rao can
doa xam nhap
t pha
t nhng oi
ngi mua
thu tiem nang
DOANH NGHIEP
NHA
KHACH
VA OI THU CANH
CUNG
HANG
NG
TRANH HIEN HU
Rao
can t
pha nha
cung
ng

Thach thc e doa

t nhng san
pham thay the

CAC SAN PHAM THAY

THE

CHNG 2: PHAN TCH THONG TIN

MOI TRNG
NHNG YEU TO QUYET NH
CUNG CAP

SC MANH CUA NHA

Khac biet hoa cac yeu to au vao

Chi ph chuyen oi cua nha cung cap va
cac doanh nghiep trong nganh
S xuat hien cua cac yeu to au vao
thay the
S tap trung cua nha cung cap
Mc o quan trong cua san lng oi vi
nha cung cap

CHNG 2: PHAN TCH THONG TIN

MOI TRNG
NHNG YEU TO QUYET NH SC MANH CUA NHA
CUNG CAP

Chi ph tng oi so vi tong so cac

yeu to thu mua au vao trong nganh
Anh hng cua yeu to au vao
en chi ph hoac khac biet hoa
Nguy c tch hp tien so vi nguy c
tch hp lui t cac doanh nghiep
khac trong nganh

CHNG 2: PHAN TCH THONG TIN

MOI TRNG

NHNG YEU TO QUYET NH NANG LC AM PHAN

CUA NGI MUA

Kha nang am phan

S tap trung cua ngi mua so vi s tap trung
cua doanh nghiep
San lng cua ngi mua
Chi ph chuyen oi cua ngi mua so tng oi vi
chi ph nay cua doanh nghiep
Thong tin cua ngi mua
Kha nang tch hp lui
San pham thay the

CHNG 2: PHAN TCH THONG TIN

MOI TRNG

NHNG YEU TO QUYET NH NANG LC AM PHAN

CUA NGI MUA

S nhay cam vi gia

Gia/tong mc gia thu mua
San pham vi s khac biet
Nhan biet thng hieu
Anh hng en chat lng/hieu qua hoat
ong

CHNG 2: PHAN TCH THONG TIN

MOI TRNG

NHNG YEU TO QUYET NH NANG LC AM PHAN

CUA NGI MUA

Nhng ngi tieu dung la ai? ( Occupants)

Ho can va muon cai g?( Objects)
Muc ch ho muon thoa man?(Objectives)
Ai tham gia vao quyet nh mua hang?(Organizations)
Ngi tieu dung a ra quyet nh mua bang cach
nao?(Operations)
Khi nao ngi tieu dung mua?( Occasions)
Ngi tieu dung mua hang au?(Outlets)

CHNG 2: PHAN TCH THONG TIN

MOI TRNG

NHNG YEU TO QUYET NH NANG LC AM PHAN

CUA NGI MUA

Khach hang mua lan au( First-time customer)

Khach hang lap lai ( Repeat customer)
Than chu( Client)
Ngi benh vc ( Advocate/Fan)
Thanh vien(Member)
oi tac(Partner)
Chu s hu mot phan(Part-owner)

CHNG 2: PHAN TCH THONG TIN

MOI TRNG
NHNG RAO CAN NGAN KHONG CHO XAM
NHAP NGANH

Li ch kinh te theo qui mo

Nhng khac biet i vi san pham
Mc nhan biet thng hieu
Cac chi ph chuyen oi
Mc von au t can co
Kha nang tiep can kenh phan phoi

CHNG 2: PHAN TCH THONG TIN

MOI TRNG
NHNG RAO CAN NGAN KHONG CHO XAM
NHAP NGANH

Li the chi ph tuyet oi

ng hoc hoi kinh nghim
Kha nang tiep can cac yeu to au
vao
Thiet ke san pham chi ph thap ,oc
quyen
Cac qui nh cua chnh phu

CHNG 2: PHAN TCH THONG TIN

MOI TRNG

NHNG YEU TO QUYET NH NGUY C CUA SAN

PHAM
THAY THE
Gia tng oi cua san pham thay

the
Cac chi ph chuyen oi
Xu hng cua ngi mua trc san
pham thay the

CHNG 2: PHAN TCH THONG TIN

MOI TRNG
NHNG YEU TO QUYET NH CANH TRANH

Cac chi ph chuyen oi

S tap trung va can bang
Nam bat nhng thong tin phc tap
Tnh a dang cua cac oi thu canh
tranh
Lng au t cua doanh nghiep
Nhng rao can ri bo nganh

CHNG 2: PHAN TCH THONG TIN

MOI TRNG
Phan tch,anh gia oi thu canh tranh
Bc 1: Nhan dien , phan loai,anh gia va liet ke cac
oi thu canh tranh theo khu vc th trng
oi thu canh tranh nhan hieu
Dan au
Thach thc
Theo sau
An nau
oi thu canh tranh`san xuat san pham thay the
oi thu canh tranh tiem an
oi thu canh tranh cung phan chia tui tien cua khach
hang muc tieu

CHNG 2: PHAN TCH THONG TIN

MOI TRNG

Phan tch,anh gia oi thu canh

tranh
Bc 2: Thu thap va anh gia nhng thong tin ve oi thu
canh tranh
Cac nguon lc
Triet ly kinh doanh, nhiem vu, muc tieu
Chien lc va chnh sach kinh doanh
Cac ch tieu kinh te-ky thuat
Th phan
Gia tr van hoa to chc
Danh tieng
R & D
Phan ng khi b tan cong
Nguyen nhan thanh cong

CHNG 2: PHAN TCH THONG TIN

MOI TRNG

Phan tch,anh gia oi thu canh

tranh
Bc 3: D oan nhng phan ng cua
oi thu canh tranh

Khong phan ng
La chon cuoc tan cong e phan ng
Phan ng vi tat ca cac cuoc tan
cong
Khong co kha nang phan ng

CHNG 2: PHAN TCH THONG TIN

MOI TRNG

Phan tch,anh gia oi thu canh

tranh
Bc 4: La chon oi thu canh tranh e tan
cong,ne tranh hay hp tac
Bay yeu to e kha nang canh tranh tot nhat
1. On nh va phat trien c th phan
2. Hieu biet ve nganh hang
3. Duy tr s phat trien lau dai
4. oi mi cong nghe va san pham
5. Chien lc mua lai
6. Thu hut va gi c lao ong gioi
7. Kiem soat c chat lng va chi ph

CHNG 2: PHAN TCH THONG TIN

MOI TRNG
MOI TRNG NOI TAI DOANH NGHIEP

Marketing
San

pham dch vu, c cau san pham

Doanh so va th phan
Gia tr thng hieu
Kenh phan phoi: So lng, kha nang phu va kiem
soat
Cac thong tin ve gia ca
Quang cao khuyen mai: Ngan sach va hieu qua
Kha nang thu thap thong tin th trng

CHNG 2: PHAN TCH THONG TIN

MOI TRNG

Tai chanh ke toan

Kha

nang huy ong nguon von ngan han

Kha nang huy ong nguon von dai han
Chi ph von so vi nganh va oi thu
Cac van e lien quan en thue
Cac van e lien quan en chu s hu, nha au t
va co ong
Ty le sinh li, hoan von au t
Cac khoang chi ph
Tnh hieu qua cua he thong ke toan

CHNG 2: PHAN TCH THONG TIN

MOI TRNG

San xuat hoat ong ky thuat

Nguon

nguyen vat lieu: tnh san sang va chi

ph; moi quan he vi cac nha cung ng
Kiem soat ton kho
C s san xuat day chuyen cong nghe Bao
tr, thiet b phu tung thay the
Kha nang san xuat ai tra (Economics of scale)
Kha nang tan dung nang lc san xuat
Tnh hieu qua cua cac hp ong phu (gia cong)
Kha nang kiem soat chat lng thanh pham
Ngan sach va kha nang R&D

CHNG 2: PHAN TCH THONG TIN

MOI TRNG

Nhan s
Nhan

s quan ly
Ky nang va ao c nhan vien
Chi ph lao ong
Cac chnh sach nhan s
Tuyen chon va ao tao nhan vien mi
Cac moi quan he nhan s trong noi bo

CHNG 2: PHAN TCH THONG TIN

MOI TRNG

Van hoa va c cau to chc

C cau to chc
Hnh anh cong ty
He thong thong tin to chc va kiem soat
trong noi bo cong ty
Moi trng va van hoa to chc trong cong ty
Uy tnh va nang lc cap tren

CHNG 2: PHAN TCH THONG TIN

MOI TRNG

Qui trnh phan tch thong tin

Thiet

lap nhu cau thong tin

Xac nh nguon thong tin
Phat trien he thong thu thap thong tin
Phat trien nhng bang mo ta moi
trng
Phan tch SWOT

CHNG 2: PHAN TCH THONG TIN

MOI TRNG

Xac nh nhu cau thong tin

Nhieu thong tin khong co gia tr bang co c
thong tin tng thch
Xac nh nhu cau thong tin nhat thiet phai da
vao nhng van e ma doanh nghiep ang gap
phai

Thiet lap nhu cau thong tin la c s cho viec thu

thap thong tin sau nay giup loai bo 2 tnh huong:
Da tha thong tin khong can thiet
Thieu hut nhng thong tin can thiet cho cac
quyet nh quan tr.

CHNG 2: PHAN TCH THONG TIN

MOI TRNG

TIEN TRNH QUAN TR THONG TIN MOI TRNG

Bc

1: Xac nh nhu cau cua thong tin

Bc 2: Xac nh cac nguon cung cap thong
tin
Bc 3: Xay dng he thong thong tin
Bc 4: Tien hanh thu thap va x ly thong
tin
Bc 5: D bao dien bien cua cac yeu to
moi trng
Bc 6: lap bang tong hp thong tin moi
trng

CHNG 2: PHAN TCH THONG TIN

MOI TRNG
TIEN TRNH QUAN TR THONG TIN MOI
TRNG
Xac nh nguon thong tin
Thong

tin th cap
Ben trong noi bo doanh nghiep
Ben ngoai moi trng

Thong

tin s cap
Ben trong noi bo doanh nghiep
Ben ngoai moi trng

CHNG 2: PHAN TCH THONG TIN

MOI TRNG
TIEN TRNH QUAN TR THONG TIN MOI TRNG
Phng phap d bao
1.Phng phap Delphi(lay y kien chuyen gia)
2.Phng phap phan tch chuoi d lieu qua
kh
Xu hng( T-Trend)
Chu ky( C-Cycle)
Mua vu ( S-Season)
Cac s kien bat thng( E-Erratic event)
3.Phng phap phan tch cac tac ong an
cheo
4.Phng phap lap nhieu phng an
5.Phng phap mo hnh toan hoc

CHNG 2: PHAN TCH THONG TIN

MOI TRNG

Phat trien he thong thu thap thong tin

Ch nh trach nhiem, phat trien phng tien thu
thap thong tin hieu qua, va pho bien thong tin
cho cac bo phan co trach nhiem va lien quan
Co ba dang thu thap thong tin
Thu thap khong nh ky: Thc hien cac nghien
cu ot suat
Thu thap nh ky: Thc hien cac nghien cu
nh ky
Thu thap lien tuc: Thc hien cac nghien cu
lien tuc

CHNG 2: PHAN TCH THONG TIN

MOI TRNG

Phat trien bang mo ta moi trng

La cong cu e phan tch thong tin
Tom

tac nhng nhan to moi trng chnh

yeu c liet ke va o lng kha nang va
mc o anh hng len doanh nghiep

Bao

gom cac bang:

Cac bang mo ta cac tac nhan moi
trng (ngoai tr oi thu canh tranh)
Bang mo ta oi thu canh tranh

CHNG 2: PHAN TCH THONG TIN

MOI TRNG

Bang mo ta cac tac nhan moi trng

Ca
c nha
n to
mo
i tr
ng
(1)
Danh sa
ch lie
t
ke ca
c nha
n
to mo
i tr
ng
va ca
c tha
nh
pha
n chi tie
c
lie
n quan

Ta
m quan trong
o
i v
i nga
nh
(2)
Xe
p hang m
c
oquan trong
3: Nhie
u
2: V
a
1: Nho

M
c ota
c o
ng
e
n doanh nghie
p
(3)
Xe
p hang m
c o
ta
c o
ng
3: Manh
2: V
a
1: Ye
u
0: Kho
ng ta
c o
ng

A
nh h
ng e
n
doanh nghie
p
(4)
Motavetrang
tha
i a
nh h
ng
+ : Tch cc
- : Tie
u cc

ie
m
trong so
(5)
(2) x (3)
va la
y
da
u cu
a
(4)

CHNG 2: PHAN TCH THONG TIN

MOI TRNG

Bang mo ta cac tac nhan moi trng

Cot 2: Tam quan trong cua yeu to mat o phu cua
kenh phan phoi nh the nao oi vi nganh cong
nghiep xe hi va nganh cong nghiep nc giai khat co
gaz
Cot 3: Mc o tac ong cua yeu to mat o phu
cua kenh phan phoi trong moi trng marketing nh the
nao oi vi doanh nghiep hai th trng cu va mi
Cot 4: Mot he thong phan phoi rong khap nhng do
khong co kha nang kiem soat oi luc dan en
nhng anh hng tieu cc en doanh nghiep
Cot 5: Xac nh nhan to nao la mat manh manh nhat
hay co c hoi cao nhat va nhan to nao la mat yeu
nhat hay co nhieu thach thc nhat

CHNG 2: PHAN TCH THONG TIN

MOI TRNG

Bang mo ta oi thu canh tranh

Ca
c nha
n tocanh
tranh
(1)
Danh sa
ch lie
t ke
ca
c ye
u to lie
n
quan e
n o
i thu
canh tranh

Ta
m quan trong o
i
v
i nga
nh
(2)
Xe
p hang m
c o
quan trong
3: Nhie
u
2: V
a
1: Nho

Xe
p hang o
i thu ie
m trong
canh tranh
so
(3)
(5)
Xe
p hang themanh (2) x (3) va
cu
a o
i thu
la
y da
u cu
a
3: Manh
(4)
2: V
a
1: Ye
u

BANG MO TA OI THU CANH

TRANH
Gia
ca

Chung
loai

Chat
lng

Phuc
vu

DN Q

3.57

3.84

3.93

3.85

DN M

3.55

3.86

3.96

3.62

DN CR

3.5

3.5

2.54

DN CT

3.29

3.66

3.66

2.92

CHNG 2: PHAN TCH THONG TIN

MOI TRNG

Phan tch SWOT

The manh (S): La chon nhng nhan to phan tch moi
trng noi tai cua DN nao co iem trong so dng (+)
ln nhat.

iem yeu (W): La chon nhng nhan to phan tch moi

trng noi tai cua DN nao co iem trong so am (-) ln
nhat.

C hoi (O): La chon nhng nhan to phan tch moi trng

va canh tranh nao co iem trong so dng (+) ln nhat.

Thach thc (T): La chon nhng nhan to phan tch moi

trng va canh tranh nao co iem trong so am (-) ln
nhat.

CHNG 2: PHAN TCH THONG TIN

MOI TRNG

Ma tran SWOT

Ma tra
n SWOT

Themanh (S)
Lie
t kera nh
ng ie
m
manh chnh ye
u cu
a
doanh nghie
p
ie
m ye
u (W)
Lie
t kera nh
ng ie
m
ye
u chnh ye
u cu
a doanh
nghie
p

C ho
i (O)

Tha
ch th
c (T)

Lie
t kera nh
ng c ho
i
chnh ye
u madoanh
nghie
p cotheta
n dung t
mo
i tr
ng

Lie
t kera nh
ng tha
ch
th
c chnh ye
u madoanh
nghie
p cothega
p pha
i t
mo
i tr
ng

S/O

S/T

Sdung themanh na
o
cu
a doanh nghie
p eta
n
dung c ho
i to
t nha
t?

Sdung themanh na
o e
han chenhie
u nha
t
nh
ng tha
ch th
c?

W/O

W/T

ie
m ye
u na
o cothe
nga
n ca
n doanh nghie
p
ta
n dung to
t ca
c c ho
i
cu
a minh?

ie
m ye
u na
o cotheda
n
daonh nghie
p ga
p nhie
u
e doa hn tr
c nh
ng
tha
ch th
c hie
n h
u?

BAI TAP THC HANH

XYZ c thanh lap nam 1999 vi chc nang san

xuat va phan phoi san pham WIDGETS (thiet b
bao ho be ngoai ban cho cac nha san xuat
oto e chong lai tac ong cua moi trng
ben ngoai nh nc,s thay oi nhiet o,s an
mon va bui..). D oan WIDGETS se lam tang
mc ben oto len 1/3. Cong ty co 20 nhan vien
tai van phong chnh, co 1 phong ban hang vi 2
ai dien ban hang.XYZ a at c danh tieng la
nha cung cap san pham chat lng cao.
Cong ty nhan thay rang khong ch n thuan la
viec cung cap san pham ( ma con phai co cac
hp ong dch vu va ao tao).Cac san pham
mi nh sn,vat lieu chong an mon,dau nhn
va cac san pham bao ve may moc khac se
phu hp vi nhu cau cua khach hang hien tai
va tng lai.Th phan cua cong ty hien chiem cao
nhat trong cac oi thu canh tranh la 30%.Cac
nghien cu cho thay:

BAI TAP THC HANH

1.Nen tang khach hang tuyet vi(3,3)

2.Hiep hoi WIDGETS lien ket manh(2,2)
3.Kha nang khai thac li nhuan gam
sut(3,3)
4.San pham chat lng tuyet hao(3,3)
5.Cac oi thu canh tranh gia tang cac
chng trnh quang cao khuyen mai
va ao tao lc lng ban hang
chuyen nghiep(3,2)
6.Qui mo phan khuc oto giam(2,2)
7.Kha nang tiep can thong tin
tot(2,2)
8.Lc lng ban hang thu ong(3,3)

BAI TAP THC HANH

9.Cha khai thac cac phan khuc khac nh

hang hai,hang khong,cong nghiep
nang(2,2)
10. May moc thiet b can c thay
the(3,3)
11.Ky nang quan tr gioi(3,2)
12.Phan khuc hang hai va cong nghiep
nang ang phat trien(3,3)
13.S gia tang trong viec s dung cac san
pham them vao nh chat boi trn,vat
lieu chong tham,chong an mon..(3,2)
14.Danh tieng tot(3,2)
Lap bang phan tch cac yeu to ben
ngoai/ben trong va phan tch SWOT va
ch ro XYZ can phai lam g ?

CHNG 3: XAC NH NHIEM

VU VA MUC TIEU CUA DOANH
NGHIEP
Viec xac nh nhiem vu va
muc tieu phai da tren nhng
phan tch moi trng, cu the la
t ket qua phan tch SWOT
Nhiem vu va nhng muc tieu
thiet lap se la nhng ch
ngam cho chien lc va nhng
quyet nh hng en

CHNG 3: XAC NH NHIEM

VU VA MUC TIEU CUA DOANH
NGHIEP
TRIET LY KINH DOANH

Triet ly kinh doanh la nhng t

tng co tnh triet hoc ma
chu the kinh doanh hnh thanh
e hng dan t duy va hanh
ong cho toan the cac thanh
vien trong to chc

CHNG 3: XAC NH NHIEM

VU VA MUC TIEU CUA DOANH
NGHIEP
VAI TRO CUA TRIET LY KINH DOANH
o

La nen tang cot loi cua van

hoa to chc
La c s giup to chc hoan
thanh nhiem vu, muc tieu, thc
hien co hieu qua cac nguyen
tac kinh doanh va nang cao gia
tr van hoa cua to chc

CHNG 3: XAC NH NHIEM

VU VA MUC TIEU CUA DOANH
NGHIEP
o

TAM NHN CHIEN LC

La mot nh hng lau dai ma
cac nha quan tr cap cao vach
ra ve tng lai cua doanh nghiep,
da tren nhng d bao ve
nhng bien ong cua moi
trng kinh doanh co kha nang
xay ra

CHNG 3: XAC NH NHIEM

VU VA MUC TIEU CUA DOANH
NGHIEP

S mang(nhiem vu) cua doanh

nghiep (mission) -S mang kinh doanh
la ban tuyen ngon cua cong ty oi
vi xa hoi,no the hien muc ch ra
i,ton tai va phat trien cua cong ty
o,no chng minh tnh hu ch cua
cong ty oi vi xa hoi
-Ban tuyen bo s mang cho thay y
ngha ton tai cua mot cong ty, nhng
cai ma ho muon at thanh,nhng
khach hang ma ho muon phuc vu,
nhng phng thc ma ho hoat ong

CHNG 3: XAC NH NHIEM

VU VA MUC TIEU CUA DOANH
NGHIEP
S mang( nhiem vu) cua doanh nghiep
(mission)
La muc ch chung ma tat ca nhng muc
tieu, no lc va hoat ong cua doanh
nghiep phai hng en.
No lam cho mot doanh nghiep nay khac
biet vi mot doanh nghiep khac
Nhiem vu hay s mang c thiet lap se
c xem la triet ly, muc ch, nguyen
tac hay niem tin cua ca doanh nghiep

CHNG 3: XAC NH NHIEM

VU VA MUC TIEU CUA DOANH
NGHIEP
NOI DUNG CUA S MANG KINH DOANH

Loai san pham dch vu ma doanh nghiep tao ra

Ngi tieu dung
Nhu cau th trng
Lanh vc cong nghe ky thuat
S quan tam en van e song con cua doanh
nghiep
Triet ly kinh doanh
T anh gia ve mnh
Moi quan tam en nhan vien
Nhng ket qua hng en cong ong

CHNG 3: XAC NH NHIEM

VU VA MUC TIEU CUA DOANH
NGHIEP
Muc tieu
La nhng muc ch cu the hay
ket qua cu the ma doanh
nghiep se co gang at ti
Phai hng en nhiem vu
chung a thiet lap

CHNG 3: XAC NH NHIEM

VU VA MUC TIEU CUA DOANH
NGHIEP
Muc tieu
Phai c the hien mot cach chi
tiet, cu the vao nhng ket qua
doanh nghiep phai hng en
Muc tieu cua doanh nghiep co
the khac nhau tuy theo tnh hnh
thc te moi trng ben ngoai
va noi tai cua doanh nghiep,
bao gom:

CHNG 3: XAC NH NHIEM

VU VA MUC TIEU CUA DOANH
NGHIEP
Muc tieu
Muc tieu chien lc
Muc tieu tai chnh
Muc tieu Marketing

CHNG 3: XAC NH NHIEM

VU VA MUC TIEU CUA DOANH
NGHIEP
Muc
tieu

Viec xac nh muc tieu dai han va

ngan han thi c da tren khoang
thi gian hoan thanh muc tieu

Muc tieu dai han: Thi gian at c

thng keo dai hn mot nam
Muc tieu ngan han: Thi gian at
c trong pham vi mot nam

CHNG 3: XAC NH NHIEM

VU VA MUC TIEU CUA DOANH
NGHIEP
Muc tieu marketing

Muc tieu marketing (Marketing

Objectives) la cai ma doanh nghiep
mong muon at c

Chien lc marketing (Marketing

Strategies) la cach ma doanh
nghiep at c muc tieu a e ra

CHNG 3: XAC NH NHIEM

VU VA MUC TIEU CUA DOANH
NGHIEP
Muc tieu marketing

Viec thiet lap muc tieu phai da vao c s

nhng phan tch SWOT
Cac tieu thc cho mot muc tieu tot
Chi tiet, Cu the (Specificity): Phai neu len c:
Moi quan he cua muc tieu c thiet lap
hay ket qua mong i cu the lien quan en
muc tieu thiet lap
Thi gian cu the e at c muc tieu
Muc tieu thiet lap cang cu the nha quan tr
cang de dang hn trong viec phat trien mot
chien lc nham at c muc tieu e ra

CHNG 3: XAC NH NHIEM

VU VA MUC TIEU CUA DOANH
NGHIEP
Muc tieu marketing

Cac tieu thc cho mot muc tieu tot

Linh ong (Flexibility): Muc tieu thiet lap can
co tnh linh ong nham cho phep nha quan
tr de dang ng pho va chnh sa trc
nhng bien ong t moi trng.

Co kha nang o lng (Measurability): Tieu

chuan cu the cua muc tieu gan nh a bao
ham trong no yeu to o lng. Mot muc
tieu co kha nang o lng mi cho phep
nha quan tr kiem chng c lieu ho a
hoan thanh c muc tieu o hay cha

CHNG 3: XAC NH NHIEM

VU VA MUC TIEU CUA DOANH
NGHIEP
Muc tieu marketing

Cac tieu thc cho mot muc tieu tot

Thiet thc (Attainability): Muc tieu at ra phai
bao am tnh thc te (ieu nay ch co c
neu nh co s phan tch SWOT tng thch). Thiet
lap muc tieu vt qua nang lc cua doanh
nghiep hoac xa ri qua nhng c hoi thc te
t moi trng la mot viet lam ph pham.
Kha nang c chap nhan (Acceptability): Mot
muc tieu thiet lap bat buoc phai c s
chap nhan t cac bo phan lien quan. ay
luon la ieu kien tien quyet ma nha quan
tr can phai thc thi khi thiet lap muc tieu.

CHNG 3: XAC NH NHIEM

VU VA MUC TIEU CUA DOANH
NGHIEP
Muc tieu marketing

Muc tieu tong quat (Overall objective):

La muc tieu tom lc cho mot nhan hieu cu
the
Muc tieu tong quat nay phai the hien nhng
mong muon chung nhat cho mot nhan hieu:
Duy tr v tr so mot tren th trng
Th phan chiem gi
Mc o nhan biet thng hieu
Ty le tieu dung th
Ty le mua lap lai
Doanh thu
Li nhuan
Cach tan

CHNG 3: XAC NH NHIEM

VU VA MUC TIEU CUA DOANH
NGHIEP
Muc tieu marketing

Muc tieu san pham

Xac nh muc tieu cho chien lc san pham
bao b
Muc tieu nay bao gom cac muc tieu cu the sau:
Phat trien san pham mi
Chat lng san pham
Cac chc nang san pham
Chi ph san pham
Nhan hieu san pham va logo
Kieu dang, kch c, va loai bao b
Thiet ke kieu dang san pham

CHNG 3: XAC NH NHIEM

VU VA MUC TIEU CUA DOANH
NGHIEP
Muc tieu marketing

Muc tieu nh ga
Xac nh muc tieu cho cac chien lc gia
Muc tieu nh gia bao gom:
nh gia so vi th trng va oi thu canh
tranh chnh yeu
nh gia khac biet oi vi cac dang bao b
khac biet (kch c trong lc khac nhau)
Tang hay ha gia
Gia khuyen mai
nh gia cho cac kenh phan phoi khac nhau

CHNG 3: XAC NH NHIEM

VU VA MUC TIEU CUA DOANH
NGHIEP
Muc tieu marketing

Muc tieu phan phoi

Xac nh muc tieu cho chien lc
phan phoi
Bao gom:
Kenh phan phoi
Mat o phu cua he thong phan
phoi
Ton kho
V tr tren quay ke

CHNG 3: XAC NH NHIEM

VU VA MUC TIEU CUA DOANH
Muc tieu marketing
NGHIEP

Muc tieu quang cao va khuyen mai tieu dung

Thiet lap muc tieu cho cac chien lc quang cao
khuyen mai hng en ngi tieu dung cuoi
cung
Thiet lap cac muc tieu quang cao cho viec hoach
nh ke hoach sang tao va truyen thong sau nay
Bao gom cac muc tieu sau:
Nhan biet nhan hieu
Tang kha nang gi nh ve thng hieu
Thong bao ve san pham mi hay cac chng
trnh marketing
Tao dng hay kch thch nhu cau
Thiet lap long tin
Xay dng hnh anh thng hieu va nh v
thng hieu

CHNG 3: XAC NH NHIEM

VU VA MUC TIEU CUA DOANH
NGHIEP
Muc tieu marketing

Muc tieu quang cao va khuyen mai tieu

dung
Khuyen mai tieu dung
Thiet lap cac muc tieu cho viec hoach nh
ke hoach khuyen mai
Bao gom:
Tang ty le mua lap lai hay tan suat mua
Xay dng tnh trung thanh nhan hieu
Xam nhap th trng
Khuyen khch tieu dung th
Tang doanh thu ngan han

CHNG 3: XAC NH NHIEM

VU VA MUC TIEU CUA DOANH
NGHIEP
Muc
tieu marketing

Muc tieu quang cao va khuyen mai ban hang

Thiet lap muc tieu cho cac chien lc quang cao
khuyen mai hng en nha phan phoi
Bao gom cac muc tieu sau:
Phat trien he thong phan phoi
Khuyen khch s quan tam cua ngi tieu dung
en he thong ca hang
Giam thieu hang ton kho
Tao dng moi quan he va xay dng tnh trung
thanh cua cac nha phan phoi
Tang doanh thu trong ngan han

CHNG 4: LA CHON CHIEN LC

CONG TY

Phan tch
thong tin
moi trng

Thiet lap
muc tieu

La chon
chien lc

CHNG 4: LA CHON CHIEN LC

CONG TY
Sc

manh cua nganh va cua doanh

nghiep
Muc tieu, thai o cua nha quan tr
cao cap va trnh o chuyen mon
Kha nang tai chnh
Mc o oc lap tng oi trong kinh
doanh
Phan ng cua cac oi tng lien
quan
Thi iem bat au trien khai chien
lc

V THE CHIEN LC TRONG CANH TRANH

CAN
TRONG

PHONG
THU

TAN CONG

CANH TRANH

Toc o phat trien cua nganh

CHNG 4: LA CHON CHIEN LC

CONG TY
Ma tran BCG ( Boston Consulting Group)

Cao

Ngo
i sao

Con cho

Con bos
a

Thap
Thap

Cao
Th phan cua doanh nghiep

MA TRAN G.E (General Electric)

MA TRAN G.E

1:
2:
3:
4:
5:
6:
7:
8:
9:

au t manh phat trien

Chon loc au t phat trien
Duy tr u the
au t trong iem
M rong chon loc
Thu hoach han che
Thu hoach
Thu hoach toan dien
Rut lui
Khoa Thng mai Du
lch Marketing

100

MA TRAN CAC CHIEN LC CHNH

II

III

IV

I. V the canh tranh manh-Mc

tang trng th trng cao

1.Tang trng tap trung

2.Lien ket-Hoi nhap
3.a dang hoa ong tam
4.a dang hoa hang ngang

Khoa Thng mai Du

lch Marketing

102

II. V the canh tranh yeu-Mc tang

trng th trng cao

1.Tang trng tap trung

2.a dang hoa ong tam
3.a dang hoa hang ngang
4.Rut bt von
5.Thanh ly

Khoa Thng mai Du

lch Marketing

103

III. V the canh tranh yeu-Mc

tang trng th trng thap

1.Cat giam chi ph

2.a dang hoa
3.Thu hoach
4.Thanh ly

Khoa Thng mai Du

lch Marketing

104

IV. V the canh tranh manh -Mc

tang trng th trng thap

1.a dang hoa ong tam

2.a dang hoa hang ngang
3.a dang hoa to hp
4.Lien doanh hoac chuyen sang
nganh mi

Khoa Thng mai Du

lch Marketing

105

I.CHIEN LC TANG TRNG TAP TRUNG

Chien

lc tham nhap(khai thac)

th trng
La chien lc tang doanh so va
li nhuan bang cach no lc ban
cac san pham hien co nhieu
hn tren th trng hien co
thong qua cac yem tr marketing

CHIEN LC TANG TRNG TAP TRUNG

Chien lc phat trien(m rong)

th trng
La chien lc tang doanh so
va li nhuan bang cach no
lc ban cac san pham hien
co tren th trng mi

CHIEN LC TANG TRNG TAP TRUNG

Chien

lc phat trien san

pham
La chien lc tang doanh so
va li nhuan bang cach phat
trien san pham mi e ban
tren th trng hien tai

CHIEN LC TANG TRNG BANG CACH A

DANG HOA

La chien lc tang doanh so va

li nhuan bang cach tham gia
vao nhng nganh khac co lien
quan hoac khong co lien quan
vi nganh kinh doanh hien tai
cua doanh nghiep

CHIEN LC TANG TRNG BANG CACH A

DANG HOA

Chien lc a dang hoa ong

tam:
La chien lc tang doanh so va
li nhuan bang cach phat trien
san pham mi(co lien quan)
phu hp vi cong nghe hien tai
hoac mi e cung cap cho th
trng mi

CHIEN LC TANG TRNG BANG CACH A

DANG HOA

Chien lc a dang hoa hang

ngang:
La chien lc tang doanh so va
li nhuan bang cach phat trien
san pham mi (khong lien
quan)theo cong nghe mi e
ap ng bo sung nhu cau cua
th trng hien tai

CHIEN LC TANG TRNG BANG CACH A

DANG HOA

Chien lc a dang hoa to

hp(hon hp):
La chien lc tang doanh so va
li nhuan bang cach san xuat
cac san pham mi (khong lien
quan) theo cong nghe mi e
ap ng nhu cau cua th
trng mi

CHIEN LC TANG TRNG HOI NHAP

DOC

Thng c ap dung khi cac c

hoi mi phu hp vi cac muc
tieu lau dai cua doanh nghiep,
giup cung co va tang cng v
the canh tranh tren th trng,
phat huy cac nguon lc tiem
tang trong noi bo, khac phuc
nhng kho khan cong ty ang
phai ng au

CHIEN LC TANG TRNG HOI NHAP

DOC

ieu kien thc hien:

Nguon von au t
Nguon nhan lc co kha nang
hoan thanh tot cac nhiem vu
mi
C cau to chc phai c ieu
chnh e thch nghi vi chien
lc mi

CHIEN LC TANG TRNG HOI NHAP

DOC

Tang trng hoi nhap ve pha sau (

hoi nhap ngc chieu)

La chien lc tang doanh so va

li nhuan bang cach tham gia vao
nganh cung ng cac yeu to au
vao( nguyen lieu, vat t,hang
hoa) bang viec tang cng s
kiem soat hoac nam quyen s
hu mot phan hoac toan bo

CHIEN LC TANG TRNG HOI NHAP

DOC

Tang trng hoi nhap ve pha

trc ( hoi nhap thuan chieu)

La chien lc tang doanh so va

li nhuan bang cach tham gia
kiem soat hoac chu s hu
cua nganh tieu thu(u ra) cac
san pham hien tai cua doanh
nghiep

CHIEN LC TANG TRNG HOI NHAP

NGANG

Hp nhat
Mua lai
Lien minh chien lc

II.CHIEN LC TANG TRNG ON NH

III.CHIEN LC SUY GIAM
Chnh on
Thu hoi von au t hay loai bo
Thu hoach
Giai the
IV.CHIEN LC IEU CHNH
ieu chnh cac giai phap tac nghiep
ieu chnh c cau to chc
ieu chnh muc tieu va chien lc hien tai

CHNG 5: LA CHON CHIEN LC

KINH DOANH

nh ngha
Chien

lc kinh doanh la mot ban ke hoach hoach

nh nhng hanh ong nham tan dung nhng
nguon lc va the manh cua doanh nghiep trong
qua trnh canh tranh vi cac oi thu trong mot th
trng hay mot nganh cong nghiep cu the

Doanh

nghiep hoach nh chien lc kinh doanh vi

muc tieu khai thac nhng the manh canh tranh
cua doanh nghiep va a ra mot phng cach canh
tranh hieu qua trong mot lanh vc kinh doanh cu
the (hay trong mot nganh cong nghiep cu the)

CHNG 5: LA CHON CHIEN LC

KINH DOANH

e xay dng mot chien lc canh tranh hieu

qua oi hoi doanh nghiep phai lam ro 3
chu e sau:
Nhu cau cua khach hang (Customers
needs): Cai g can phai c thoa man tren
th trng?
Cac nhom khach hang (Customer groups): Ai
la ngi can phai thoa man tren th trng?
Nang lc khac biet cua doanh nghiep
(Distinctive competencies): Nhu cau cua khach
hang se c thoa man nh the nao?

CHNG 5: LA CHON CHIEN LC

KINH DOANH

Nhu cau cua khach hang va ac tnh di biet cua san

pham (Customers needs and Product differentiation)
Nhu cau tieu dung
La nhng nhu cau, mong muon cua ngi tieu dung co
the c thoa man t viec tieu dung san pham hay
dch vu
Nhu cau (Needs): Nhu cau c ban ma con ngi cam
nhan c do cam giac thieu hut Rat giong nhau gia
cac nhom tieu dung
Mong muon (Wants): Mot hnh thai nhu cau ac thu,
khac biet do cac yeu to van hoa, trnh o, nhan
cach - loi song, khu vc a ly, Rat khac biet
gia cac nhom tieu dung
Mc cau (Demand): Nhng mong muon khac biet
lien quan en tnh san sang va kha nang chi tra

CHNG 5: LA CHON CHIEN LC

KINH DOANH

Nhu cau cua khach hang va ac tnh khac

biet cua san pham (Customers needs and
Product differentiation)
Tnh khac biet cua san pham
Khac biet hoa san pham la tien trnh tao ra
mot li the canh tranh thong qua viec thiet ke
xay dng mot san pham dch vu.
Tat ca cac doanh nghiep hoat ong tren th
trng eu phai tao ra s khac biet cho san
pham cua mnh mot mc o nhat nh nao
o e thu hut ngi tieu dung va thoa man
c mot nhu cau toi thieu nao o

CHNG 5: LA CHON CHIEN LC

KINH DOANH

Nhu cau cua khach hang va ac tnh khac biet

cua san pham (Customers needs and Product
differentiation)
Tnh khac biet cua san pham
Tnh khac biet cua san pham dch vu co the
c tao ra t:
Tnh sang tao cach tan cua san pham
(product innovation) Gan vi li ch tm kiem
cua ngi tieu dung
Cung cap dch vu ho tr cho qua trnh tieu dung
mot cach tot nhat
Tng thch vi nhng mong muon ve mat tin
than cua ngi tieu dung (than thien, sang
trong, ai quoc, hp mode, )

CHNG 5: LA CHON CHIEN LC

KINH DOANH

Nhu cau cua khach hang va ac tnh khac

biet cua san pham (Customers needs and
Product differentiation)
Tnh khac biet cua san pham
Mot so doanh nghiep thoa man khach hang
thong qua mot san pham dch vu co mc
gia thap ma khong can no lc nhieu trong
viec tao ra tnh d biet cho san pham
Mot so doanh nghiep khac lai co gang tao ra
mot cai g that s khac biet sao cho san
pham dch vu co kha nang thoa man khach
hang theo mot cach thc nao o ma cac
san pham canh tranh khac khong co c.

CHNG 5: LA CHON CHIEN LC

KINH DOANH

Cac nhom khach hang va phan khuc th

trng (Customer groups and Market
segmentation)
Cac

nhom khach hang khac nhau la nhng

nhom tieu dung co nhu cau tieu dung khac
biet ve mot san pham dch vu nao o

Phan

khuc th trng la cach thc ma doanh

nghiep phan nhom cac khach hang cua mnh
theo mc o khac biet ve nhu cau va s a
thch cua ho ve san pham dch vu nao o

CHNG 5: LA CHON CHIEN LC

KINH DOANH

Cac nhom khach hang va phan khuc th trng

(Customer groups and Market segmentation)
Doanh nghiep co cac la chon chien lc khac nhau
hng en cac phan khuc th trng
Chien lc ai tra: Doanh nghiep khong phan
biet cac nhom khach hang vi nhng nhu cau
tng oi khac biet ma co gang phuc vu tat ca
Chien lc phan khuc: La chon mot vai phan
khuc (thng la co tiem nang va tng thch vi
nang lc cua doanh nghiep nhat) va thoa man
tng phan khuc khac biet bang cac san pham
dch vu khac biet.
Chien lc tap trung (n khuc): Doanh nghiep
ch la chon 1 phan khuc duy nhat cho san pham
dch vu cua mnh

CHNG 5: LA CHON CHIEN LC

KINH DOANH

La chon chien lc kinh doanh

Chien lc dan au ve chi ph (Cost leadership strategy):
ac iem cua cac doanh nghiep i theo chien lc nay la:
Canh tranh bang cach san xuat ra san pham dch vu
vi chi ph thap hn oi thu canh tranh
ay la cach doanh nghiep i sau trong th trng, khong
no lc sang tao ra san pham dch vu ma ch no lc
ha ch ph san xuat cua cac san pham dch vu a
c cung ng tren th trng cua cac cong ty dan au
Thong thng cac cong ty theo chien lc nay thng
hng vao mot th trng ai tra (th trng ma nhu
cau cua ngi tieu dung tng oi ong nhat)

CHNG 5: LA CHON CHIEN LC

KINH DOANH

La chon chien lc kinh doanh

Chien lc khac biet hoa (Differentiation strategy):
Canh tranh bang cach san xuat va truyen thong
sao cho san pham dch vu cua doanh nghiep
c ngi tieu dung nhan thc la khac biet so
vi cac san phamcanh tranh khac
Thong thng vi ac tnh d biet cua san pham
dch vu se cho phep doanh nghiep a ra mc ga
cao hn cho san pham dch vu cua mnh
Cac cong ty theo chien lc nay thng hng
vao mot vai phan khuc th trng vi cac san
pham dch vu khac biet

CHNG 5: LA CHON CHIEN LC

KINH DOANH

La chon chien lc kinh doanh

Chien lc khac biet hoa (Differentiation
strategy):
Tnh khac biet cua san pham dch vu co
the c xay dng theo 3 hng:
Chat

lng san pham dch vu

(performance quality)
Tnh sang tao cua san pham dch vu
(Innovation)
Cam xuc cam nhan khi s dung hay s
hu san pham dch vu (Emotion)

CHNG 5: LA CHON CHIEN LC

KINH DOANH

La chon chien lc kinh doanh

Chien lc ket hp dan au chi ph va s khac
biet
Cong ty se a ra nhieu san pham hng
theo hai hng chi ph va s di biet e bao
phu het cac phan khuc th trng.
Tuy nhien s dung chien lc ket hp nay
oi hoi rat nhieu nguon lc t pha doanh
nghiep. Doanh nghiep va phai no lc trong
viec au t nguon lc vao cong tac R&D,
Marketing, ong thi cung phai quan tr viec
san xuat va cung ng vat t nham giam
thieu chi ph san xuat

CHNG 5: LA CHON CHIEN LC

KINH DOANH

La chon chien lc kinh doanh

Chien lc tap trung vao mot phan
khuc (Focus strategy):

Ap dung chien lc nay cong ty hoac

da vao chi ph thap hoac tnh khac
biet cua san pham e phuc vu cho
mot phan khuc nho trong th trng

CHNG 5: LA CHON CHIEN LC

KINH DOANH

La chon chien lc
kinh doanh

Da
n a
u vechi
Dbie
t ho
a
ph
Tnh dbie
t cu
a Tha
p
Cao
sa
n pha
m

Ta
p trung
Ttha
p e
n cao

Pha
n khu
c th
tr
ng

Tha
p (Th
tr
ng ai tra
)

Cao (To
n tai ra
t Tha
p (Chto
n
nhie
u pha
n
tai mo
t sot
khu
c kha
c bie
t) pha
n khu
c trong
thtr
ng)

Na
ng lc
chuye
n bie
t

Khana
ng qua
n
trsa
n xua
t va
va
t t vapha
n
pho
i

Khana
ng
nghie
n c
u va
pha
t trie
n, va
marketing

o
i ho
i cona
ng
lc trong ca
c
la
nh vc tuy
nhie
n khana
ng
pha
n pho
i
kho
ng o
i ho
i
nhie
u

CHNG 5: LA CHON CHIEN LC

KINH DOANH

La chon chien lc
kinh doanh
H
ng va
o duy nha
t
mo
t nho
m kha
ch
ha
ng

H
ng va
o nhie
u
nho
m kha
ch ha
ng
kha
c nhau

Cung
ng sa
n pha
m gia Chie
n lc ta
p trung
tha
p
da va
o chi ph

Chie
n lc da
n a
u
vechi ph

Cung
ng tnh rie
ng Chie
n lc ta
p trung
bie
t cu
a sa
n pha
m da va
o tnh dbie
t

Chie
n lc di bie
t

CHNG 6: LA CHON CHIEN LC

CAC BO PHAN CHC NANG

Xay dng cac chien lc cac bo

phan chc nang thiet lap mot li
the canh tranh cho doanh nghiep
Cac muc tieu chien lc chnh yeu:
Muc tieu hieu suat kinh doanh
(Superior Efficiency)
Muc tieu cach tan (Superior Innovation)
Muc tieu chat lng (Quality)
Muc tieu khach hang (Superior
Consumer Resposiveness)

CHNG 6: LA CHON CHIEN LC

CAC BO PHAN CHC NANG
Vai trocu
a ca
c bopha
n ch
c na
ng trong chie
n lc at c muc
tie
u hie
u sua
t kinh doanh (Efficiency)
Bopha
n ch
c
na
ng
Sa
n xua
t

Vai tro

Marketing

Va
t t

R&D

Nha
n s

Na
ng cao tnh sa
n xua
t ai tra(Economies of
Scale) vata
c o
ng cu
a quatrnh hoc ho
i
(Learning effect) trong sa
n xua
t (Ne
u sa
n
pha
m ai travacotnh chua
n ho
a cao)
Thc hie
n hetho
ng sa
n xua
t linh hoat
(Flexible Manufacturing systems) o
i v
i ca
c
sa
n pha
m chuye
n bie
t vathtr
ng hep
a
y manh hoat o
ng marketing cho muc tie
u
na
ng cao thpha
n
Ta
ng hie
u quamarketing tho
ng qua xa
y dng
nha
n hie
u trung tha
nh
Thc hie
n hetho
ng Just-in-Times (JIT
systems) nha
m gia
m thie
u chi ph to
n kho
nguye
n va
t lie
u vaba
o a
m tnh linh hoat
trong sa
n xua
t
Thie
t kesa
n pha
m v
i muc tie
u desa
n xua
t
Ca
i tie
n co
ng nghesa
n xua
t
Toch
c ca
c chng trnh hua
n luye
n na
ng
cao kyna
ng
Thc hie
n ca
c nho
m t qua
n (Self-managing
teams)
Th
ng theo na
ng sua
t

CHNG 6: LA CHON CHIEN LC

CAC BO PHAN CHC NANG
Vai trocu
a ca
c bopha
n ch
c na
ng trong chie
n lc at c muc
tie
u ca
ch ta
n (Innovation)
Sa
n xua
t
Ke
t hp v
i R&D trong vie
c thie
t kera sa
n
pha
m vaco
ng ngheca
ch ta
n
Ba
o a
m vetie
u chua
n kythua
t vacha
t lng
cu
a sa
n pha
m
Marketing
a
y manh hoat o
ng nghie
n c
u marketing
cho muc tie
u thie
t kesa
n pha
m
Truye
n tho
ng vea
c tnh ca
ch ta
n cu
a sa
n
pha
m vaco
ng ty
Va
t t
Ba
o a
m cha
t lng vanguo
n cung
ng va
t t
R&D
Pha
t trie
n sa
n pha
m vaco
ng nghem
i
Hp ta
c v
i ca
c bopha
n ch
c na
ng kha
c
(Marketing, Ta
i chnh, Sa
n xua
t, Va
t t) trong
qui trnh nghie
n c
u vapha
t trie
n
Nha
n s
Tuye
n dung ca
c chuye
n gia veco
ng nghe
,
sa
n xua
t. (Nhakhoa hoc, ca
c kys vaco
ng
nha
n tay nghecao)
Toch
c thuem
n chuye
n gia a
o tao ca
c
la
nh vc chuye
n mo
n

Vai trocu
a ca
c bopha
n ch
c na
ng trong muc tie
u cha
t lng
(Quality)
Sa
n xua
t
Kie
m soa
t vahan chesolng h hao trong
tha
nh pha
m
Pha
t hie
n nguo
n go
c phepha
m
Marketing
Xa
c nh cha
t lng nha
n th
c tpha ng
i
tie
u du
ng vesa
n pha
m
o l
ng so sa
nh v
i o
i thucanh tranh
Va
t t
La chon vakie
m soa
t nguo
n cung
ng va
t t
cha
t lng
R&D
Nghie
n c
u vaPha
t trie
n co
ng nghe va
t t
cokhana
ng na
ng cao cha
t lng sa
n pha
m
Nghie
n c
u vapha
t trie
n sa
n pha
m tng
thch v
i nha
n th
c mong muo
n cu
a kha
ch
ha
ng
Nha
n s
Hua
n luye
n vakie
m soa
t ca
c chng trnh
ISO, TQM

CHNG 6: LA CHON CHIEN LC

CAC BO PHAN CHC NANG
Vai trocu
a ca
c bopha
n ch
c na
ng trong muc tie
u kha
ch ha
ng
(Customization)
Sa
n xua
t
Tao ra sa
n pha
m theo nhu ca
u rie
ng bie
t
(hoa
c o
t sua
t) tho
ng qua hetho
ng sa
n xua
t
linh hoat (Flexible manufacturing)
Marketing
a
y manh hoat o
ng nghie
n c
u marketing
cho muc tie
u tha
u hie
u kha
ch ha
ng
Tie
p nha
n tho
ng tin pha
n ho
i tkha
ch ha
ng
Va
t t
Thc hie
n hetho
ng Just-in-Times (JIT
systems) nha
m ba
o a
m tnh linh hoat trong
sa
n xua
t
R&D
Pha
t trie
n sa
n pha
m vaco
ng nghem
i tho
ng
qua ca
c yt
ng vanhu ca
u m
i cu
a kha
ch
ha
ng
Nha
n s
Tuye
n dung vaa
o tao o
i ngunha
n vie
n co
khana
ng giao tie
p to
t v
i kha
ch ha
ng

CHNG 6: LA CHON CHIEN LC

CAC BO PHAN CHC NANG

Chien lc phat trien san pham:

Xac nh
c hoi
kinh doanh

R&D va Marketing
Phat
R&D va Marketing
trien
khai
Thiet ke
R&D
niem SP
san
mi
pham
Tham
Tai chnh
nh tai
chnh SP
San xuat
mi
va thng
San xuat & marketing
mai hoa

CHNG 7: THC THI, KIEM SOAT VA O

LNG CHIEN LC (IMPLEMENT,
CONTROLLING AND EVALUATING)

Chien lc cac cap o cua doanh

nghiep se c thc hien thong qua
mot c cau to chc va mot he
thong kiem soat. Viec thiet ke va
xay dng mot c cau to chc va
mot he thong kiem soat nh the
nao se quyet nh en viec thc thi
chien lc hieu qua ra sao va ieu
nay se quyet nh doanh nghiep co
tao ra va duy tr c li the canh
tranh cua mnh hay khong

CHNG 7: THC THI, KIEM SOAT VA O

LNG CHIEN LC (IMPLEMENT,
CONTROLLING AND EVALUATING)

Vai tro cua c cau to chc va he thong

kiem soat c thiet lap la:
Ket hp cac hoat ong cua cac bo
phan va cac nhan vien trong cong ty
sao cho ho lam viec vi nhau mot cach
hieu qua nhat nham thc hien c
chien lc va tang cng li the canh
tranh
Khuyen khch nhan vien no lc lam
viec nham at c cac muc tieu
chien lc

CHNG 7: THC THI, KIEM SOAT VA O

LNG CHIEN LC (IMPLEMENT,
CONTROLLING AND EVALUATING)

C cau to chc
Vai tro cua c cau to chc la cung cap phng
tien cho nha quan tr co the phoi hp cac hoat
ong cua nhan vien, cua cac bo phan chc
nang lien quan sao cho co the phat huy het
nang lc cua ho
Co

hai yeu to khong the bo qua khi tien hanh

thiet ke c cau to chc cho mot doanh nghiep:
Yeu to khac biet gia cac bo phan chc
nang
Yeu to hp nhat gia cac bo phan chc
nang

CHNG 7: THC THI, KIEM SOAT VA O

LNG CHIEN LC (IMPLEMENT,
CONTROLLING AND EVALUATING)

C cau to chc
Yeu to khac biet: La cach thc ma mot
cong ty xap xep nhan lc va nguon lc
vao cac v tr khac nhau:
Khac biet theo chieu doc: Phan bo c cau
quyen lc (quyen ra quyet nh) trong to
chc Kiem soat cac hoat ong.
Khac biet theo chieu ngang: Phan bo
nhan lc va nhiem vu vao cac bo phan
chc nang Khai thac nang lc hoat
ong.
Yeu to hp nhat: La nhng no lc phoi
hp nguon nhan lc va cac bo phan chc
nang khac nhau trong mot cong ty

CHNG 7: THC THI, KIEM SOAT VA O

LNG CHIEN LC (IMPLEMENT,
CONTROLLING AND EVALUATING)
C cau to chc
Viec thiet ke va quan tr c cau to
chc cho mot doanh nghiep luon oi
hoi chi ph khong nho, chi ph nay ta goi
la chi ph hanh chanh. Mot c cau to
chc cang phc tap, oi hoi mc o
cao ve s khac biet va hp nhat trong
to chc do o cang phai ganh chu
mot mc chi ph hanh chanh cao.
Mot c cau to chc co nhieu khac
biet theo chieu doc nhieu thang bat
cho mot quyet nh:

CHNG 7: THC THI, KIEM SOAT VA O

LNG CHIEN LC (IMPLEMENT,
CONTROLLING AND EVALUATING)
C cau to chc
u iem la kha nang kiem soat cao
Nhc iem la chi ph hanh chanh
rat cao, do:
Qua nhieu cap quan ly trung gian
Khong hieu qua trong kch thch cac
no lc lam viec
Khong hieu qua trong cac no lc
ket hp
Lam sai lenh thong tin quan tr

CHNG 7: THC THI, KIEM SOAT VA O

LNG CHIEN LC (IMPLEMENT,
CONTROLLING AND EVALUATING)
C cau to chc

C cau theo bo phan chc nang: (Functional

Structure)
Phan bo nhan s theo chuyen mon, kinh
nghiem hoac theo ac tnh cong viec va
nguon lc. BAN GIAM
OC

R&D

MARKETIN
G

NHAN
S

TAI
CHNH

SAN
XUAT

CHNG 7: THC THI, KIEM SOAT VA O

LNG CHIEN LC (IMPLEMENT,
CONTROLLING AND EVALUATING)

C cau to chc
Li iem
Nang cao kha nang hoc hoi gia cac
nhan vien (do lam cung cong viec
trong cung mot bo phan) do o nang
cao mc o chuyen mon hoa trong
cong viec va nang suat lam viec
Kha nang kiem soat qua lai trong tng
bo phan rat cao do o giam thieu
nhng sai sot va tnh hieu qua cong
viec cao
Giup cho nha quan tr kha nang kiem
soat cao cac hoat ong cua to chc

CHNG 7: THC THI, KIEM SOAT VA O

LNG CHIEN LC (IMPLEMENT,
CONTROLLING AND EVALUATING)

C cau to chc
Nhc iem:
Kho khan trong viec lien lac va thong
nhat cac hoat ong gia cac bo phan
chc nang
Kho khan trong viec o lng ket qua
hoat ong do moi bo phan co nhng
muc tieu chien lc va phng thc kiem
soat va o lng khac biet
De phat sinh mau thuan ve muc tieu,
quyen li gia cac bo phan, do o dan
en doanh nghiep kho khan trong viec
at c muc tieu chien lc chung

CHNG 7: THC THI, KIEM SOAT VA O

LNG CHIEN LC (IMPLEMENT,
CONTROLLING AND EVALUATING)

C cau to chc
C cau to chc ma tran (Matrix structure)
Ban giam
oc

Giam oc
d an

Ky
thuat
D
an A
D
an A
D
an A

Marketi
ng

Tai
chnh

Nhan
s

R&D

CHNG 7: THC THI, KIEM SOAT VA O

LNG CHIEN LC (IMPLEMENT,
CONTROLLING AND EVALUATING)

C cau to chc
u iem:
Tao ra mot oi ngu nhan s thch ng tot
vi cac ieu kien lam viec linh ong, nhieu
thay oi
Tan dung toi a cac ky nang cua nhan vien
Nhc

iem:
Chi ph hanh chanh rat cao
Kho khan trong viec phan cong cong viec cu
the
Kho quan ly ieu hanh
Khong on nh

CHNG 7: THC THI, KIEM SOAT VA O

LNG CHIEN LC (IMPLEMENT,
CONTROLLING AND EVALUATING)

C cau to chc
C cau theo nhom san pham nhan hieu
(Product/Brand team structure)
BAN GIAM
OC

R&D

MARKETIN
G

NHAN
S

Nhom
san pham A

TAI
CHNH

Nhom
san pham B

SAN
XUAT

CHNG 7: THC THI, KIEM SOAT VA O

LNG CHIEN LC (IMPLEMENT,
CONTROLLING AND EVALUATING)
C cau to chc
ay

la dang c cau to chc cach tan

nhat

Co

li iem la tan dung c cac u

iem cua cau truc ma tran nhng lai
co chi ph hanh chanh thap hn do tnh
on nh cua cau truc

CHNG 7: THC THI, KIEM SOAT VA O

LNG CHIEN LC (IMPLEMENT,
CONTROLLING AND EVALUATING)
La chon c cau to chc cho cac bo
phan chc nang.
San

xuat:
Muc tieu chnh trong san xuat la
nang cao, hieu qua san xuat, chat
lng, s dung hieu qua chi ph
Do o c cau to chc oi hoi tnh
tap trung cao, phan theo cac bo phan
chc nang chuyen biet (KCS, Tng
phan xng cu the, ) nham nang
cao tnh chuan tac trong cong viec

CHNG 7: THC THI, KIEM SOAT VA O

LNG CHIEN LC (IMPLEMENT,
CONTROLLING AND EVALUATING)

La chon c cau to chc cho cac bo phan

chc nang.
R&D:
Muc tieu la nghien cu va phat trien cac
y tng cach tan oi hoi nhieu tnh sang
tao va oc lap trong cong viec va ket hp
vi cac bo phan chc nang khac trong
doanh nghiep.
Do o c cau to chc can phai linh ong
cao va phan quyen. Thong thng bo phan
nay thng to chc theo dang cac nhom
lam viec theo d an co ket hp vi cac
bo phan chc nang khac Cau truc ma
tran thng c s dung.

CHNG 7: THC THI, KIEM SOAT VA O

LNG CHIEN LC (IMPLEMENT,
CONTROLLING AND EVALUATING)

La chon c cau to chc cho cac bo phan chc

nang.
Marketing va Kinh doanh (sales)
Do pham vi hoat ong thng rat rong ve mat
khong gian nhng muc tieu va trach nhiem lai
chuyen biet ve mot nganh hang hay nhan hieu cu
the. Ngoai ra do cac hoat ong marketing va kinh
doanh anh hng va phu thuoc rat nhieu vao cac
bo phan khac
Do o hnh thai c cau to chc thng c s
dung la nhom san pham
Nhan s va tai chnh:
oi hoi tnh tap quyen cao, va c cau to chc n
gian t cap cao en cap di do tch chat cong
viec khong phan hoa nhieu

CHNG 7: THC THI, KIEM SOAT VA O

LNG CHIEN LC (IMPLEMENT,
CONTROLLING AND EVALUATING)

He thong kiem soat va o lng

Kiem soat chien lc la tien trnh
theo doi va o lng cac hoat ong
va a ra cac thay oi neu xuat hien
nhng sai lenh
o lng cai g:
Hieu suat:
Chi ph san xuat
So gi cong
Chi ph nguyen vat lieu
Chi ph cac hoat ong marketing
Chi ph von

CHNG 7: THC THI, KIEM SOAT VA O

LNG CHIEN LC (IMPLEMENT,
CONTROLLING AND EVALUATING)

He thong kiem soat va o

lng
Chat lng
So lng san pham b loai bo
So lng san pham b hoan
tra t kenh phan phoi
o tin cay cua san pham
ISO
TQM

CHNG 7: THC THI, KIEM SOAT VA O

LNG CHIEN LC (IMPLEMENT,
CONTROLLING AND EVALUATING)

He thong kiem soat va o lng

Cach tan
So lng san pham mi
Chi ph phat trien san pham
Thi gian phat trien san
pham
S chuyen dch chi ph (Do
cong nghe nguyen vat
lieu tien tien)

CHNG 7: THC THI, KIEM SOAT VA O

LNG CHIEN LC (IMPLEMENT,
CONTROLLING AND EVALUATING)

He thong kiem soat va o

lng
Kha nang thoa man khach
hang:
Ty le mua lap lai
Mc o thoa man khach
hang
Ty le hang ton kho tren
kenh phan phoi
.

CHNG 7: THC THI, KIEM SOAT VA O

LNG CHIEN LC (IMPLEMENT,
CONTROLLING AND EVALUATING)

He thong kiem soat va o

lng
Thiet

lap nhng tieu chuan

o lng:
Da vao cac muc tieu thiet lap
Chi tiet theo tng muc tieu cu
the
Co kha nang lng hoa (co
kha nang o lng)

CHNG 7: THC THI, KIEM SOAT VA O

LNG CHIEN LC (IMPLEMENT,
CONTROLLING AND EVALUATING)

He thong kiem soat va o lng

Da vao y ngha quan tr: Quan tr theo muc
tieu do o xay dng he thong kiem soat phai
da tren cac muc tieu a e ra.
Cac bc xay dng mot he thong kiem soat
va o lng
Thiet lap nhng tieu chuan o lng
Thiet lap he thong kiem soat va phng
phap o lng
Phan tch va so sanh ket qua thc hien vi
cac muc tieu
Chnh sa (Ke hoach d phong)

CHNG 7: THC THI, KIEM SOAT VA O

LNG CHIEN LC (IMPLEMENT,
CONTROLLING AND EVALUATING)

He thong thong tin kiem soat va

o lng
Thiet lap he thong kiem soat
va phng phap o lng
San xuat va R&D: KCS, TQM,
ISO, tieu chuan ky thuat, tieu
chuan lao ong
Nhan s: Bang cham cong,
cac khoa huan luyen, anh
gia nang lc lam viec
(Performance appraisal), phong
van.

CHNG 7: THC THI, KIEM SOAT VA O

LNG CHIEN LC (IMPLEMENT,
CONTROLLING AND EVALUATING)

He thong thong tin kiem soat va o lng

Thiet lap he thong kiem soat va
phng phap o lng
Tai chnh ke toan: Cac ch so tai
chnh ROI, Cash Flow, Profit, Turnover, gia
tr co phieu
Marketing: Cac bao cao ban hang, Cac
ket qua nghien cu marketing:
Mc o thoa man cua ngi tieu dung
Doanh thu, th phan, li nhuan
Hieu qua quang cao, khuyen mai
Hnh anh thng hieu (nhan thc ve
thng hieu)

o lng tnh hap dan cua nganh (khong

trong so)
Thap
0

Trung bnh
3

Cao
7

Nhan to o lng trong pham vi nganh

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

Qui mo va mc tang trng

Kha nang sinh li
Cng o canh tranh
Nhng rao can xam nhap th trng
Nhng oi hoi ve cong nghe
Nhng oi hoi ve von
Tac ong cua cac nhan to kinh te, xa hoi,
luat phap, chnh tr.
Quyen han ngi mua
Quyen han nha cung ng
Kha nang ng dung thanh qua t cac nganh
cong nghiep khac

Tong
Mc o hap dan trung bnh cua nganh

10
iem
6
9
2
3
6
5
1
5
4
8

o lng tnh hap dan cua nganh

(co trong so: mc o quan trong cua nhan
to)
Thap
0

Trung bnh
3

Cao
7

Nhan to o lng trong pham vi nganh

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

Qui mo va mc tang trng

Kha nang sinh li
Cng o canh tranh
Nhng rao can xam nhap th trng
Nhng oi hoi ve cong nghe
Nhng oi hoi ve von
Tac ong cua cac nhan to xa hoi, luat phap,
chnh tr.
Quyen han ngi mua
Quyen han nha cung ng
Kha nang ng dung thanh qua t cac nganh
cong nghiep khac

Tong
Mc o hap dan trung bnh cua nganh

10

Trong
so

iem

0.10
0.10
0.15
0.05
0.05
0.08
0.12
0.10
0.10
0.15

6
9
2
3
6
5
1
5
4
8

o lng nang lc canh tranh

(khong trong so)
Thap
0

Trung bnh
3

Cao
7

Nhan to o lng nang lc canh tranh cua cong ty

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

Th phan
Mc gia so vi oi thu
Chi ph
Li nhuan
S am hieu th trng
Nguon nhan lc
Nang lc cong nghe, R&D
Nang lc tai chnh
Danh tieng thng hieu
He thong phan phoi

Tong
Nang lc canh tranh trung bnh cua cong ty

10
iem
7
5
6
8
8
5
2
4
8
6

o lng nang lc canh tranh

(co trong so: mc o quan trong cua nhan
to)
Thap
0

Trung bnh
3

Nhan to o lng nang lc canh tranh cua

cong ty
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

Th phan
Mc gia so vi oi thu
Chi ph
Li nhuan
S am hieu th trng
Nguon nhan lc
Nang lc cong nghe, R&D
Nang lc tai chnh
Danh tieng thng hieu
He thong phan phoi

Tong
Mc o hap dan trung bnh cua nganh

Cao
7

10

Trong
so

iem

0.08
0.08
0.15
0.12
0.06
0.15
0.05
0.10
0.06
0.15

6
9
2
3
6
5
1
5
4
8