TVDT 43334

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DARE TO I.EAD
•
•
•
Banu.,Doo'
na!i ckl, Cangly
Vin
h6a l1riVi@t -IFlirit
IN,Elw,," ling IgOp vaol Thll C
yi'lIl o.rn1i119. I Ili(am oiIm mqi' hil 'h vii sag cl1e,p. pbiit Ir~n ban Ie;.,bcm nily 1iil16i m,c drch 'Ib 0'1191 IlRijIihD~C cae Iml,lcdil'ch ldiac mill chua dLf1l1c S!!}' lmgy: Iliial £Ian ~ ma ibal1l1Tac giai. d
Ha~1lrnua lliiach in hc;rp p!Mlp
i:ti ung
Ihil cfj,cE)on ''Iii xu til ban
\':'1 calC rae
gial.
e~
Ii e
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L(n GUll THIEU •

Sir thanh cong ciia mot cong ty la tong th~ ciia nhieu y~u to. trong do yt'fu t6 quyet dinh phu thuoc VaG vai tro ciia nguoi lanh dao. Ngiroi lanh dao nhu "thuyen twang", phai biet leo lai con tau ciia minh vuot qua song gio. biet dinh huang di khi con tau lac 16i, cling nhu tim moi each d~ con tau virot qua nhirng chang duong va dap ben binh an.
Dam dan
ddu la quy~n sach tap hop nhirng cau chuyen v~
kha nang, kinh nghiem va bi quyet lanh dao ciia 50 giam dec dieu hanh (CEO) Anh. Trong h¢ thong quan tri kinh doanh ciia My va Anh, duic vu giam doc dieu hanh thuong do cong ty tuyen dung til ben ngoai thea nhirng tieu chi khach quan va cong bing, d~ giiip cong ty phat trien. hoac duy tri sir 6n dinh, hoac giai cuu cong ty qua nhirng giai doan khung ho ing. Di~u tien quyet can phai co nhtrng giam dec dieu hanh nay khong phai chi la su virng yang v~ chuyen men ky thuat rna con la sir khon kheo, nang lire va kinh nghiem trong quan ly, dieu hanh. Khac voi nlurng quyen sach khac, quy~n sach nay khong di sau VaG ly thuyet quan tri kinh doanh dan thuan, rna trinh bay nhimg kinh nghiem lanh dao, nhirng trai nghiem thirc t~ cling nhu nlnrng bi quyet Ling pho voi cac tinh hu6ng kinh doanh cu th~. Day khong phai la sach tham khao co tinh hoc thuat
a cac cong
ty, tap dean hang diu ciia
My va
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hoac dill nang xu It tinh huong, rna la nhirng bai h9C thuc ti~n co gia tri. Hau nhu nhung con nguoi diroc dt cap trong quyen sach nay deu co buoc khoi diu voi rift nhieu gian nan, thtr thach. Nhung bang no hrc va sir phan diu ciia ban than, tit ca deu tro thanh nhimg nguoi thanh c6ng trong sir nghiep. Diem nci bat ciia nhtrng nha lanh dao trong quy~n sach nay chinh la duong lei quan It "khong di thea lbi mon", dam nghi dam lam, vuot len nhung phuong thiic quan It truyen thong, hay quan diem, thoi quen til truce den nay. Nhirng nhan vat chinh trong cac cau chuyen da biet khai pha, xoay chuyffntinh huong, hoac manh dan xoa bo tit ca dfflim lai til diu, hay nghien ciiu va phan rich ky lu6ng moi chi ti~t, tinh huong thirc t~ d~ tim ra huang di dung nhat. gop phan cho sir thanh c6ng trong sir nghiep ciia minh. Cuon sach nay c6 vu cac nha lanh dao nen chi huy, dung cam di diu trong moi tinh huong, nhung khong phai bang each nham mit lieu linh. rna dua tren co nhung thong tin virng chic da nghien ciiu va phan tich dn than tnroc do. Do moi chinh la bin linh ciia nha lanh dao hien dai.
sa
Ban hay danh chiit thai gian d~ d9C quy~n sach dac biet nay. Voi nhirng cau chuyen va tinh huong co that ciia nhimg nha lanh dao hang diu the gioi, chic chin ban se nhan ra va rut cho minh duoc nhieu bai h9C va kinh nghiem hiru ich d~ co th~ ap dung thich hop va hieu qui nhat cho nhung van dt va tinh huong xiy ra trong c6ng tac quan It va kinh doanh ciia chinh ban. - First News
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Chuang 1
CHI HUY TU' , , ,.. ,..

TUYEN DAU
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DAM DAN fJA.u!
¢t dan chung ddn hinn ve vai tro chi huy til tuyen dau cua cdc nha lanh dao 10. trong V1j. khung bo bi tham ngay 11/9/2001 a toa thap doi Trung tam Thuong mqi QuOc te: MY. Trong so' hang tram nndn vien aiu hoa dd hy sinh, co nam chi huy dip cao cua So' Cuu hoa Thanh pho New York. Cd nam nguOi deu hy sinh khi dang dieu hanh. cong tdc di tdn nan nhdn bi het lai trong hai toa nha. HQ xong pha noi tuyen dau chii khong dung a vi tri an toan de' chi tro hay ra l¢nh cho nhdn vien thi hanh. nhiem V1j.. Trong tan thdm kich kinh hoang do, no dd tra tnanh. bitu tuong guong mau ve ban linh. chi huy cua minh. d¢i, nguyen tac dau tien ma mqr nguo: chi huy duoc hudn luy¢n 10.phdi a noi tien tuyen. Khdu hi¢u cua nguOi chi huy qudn d¢i 10. "Hdy theo toi: thay vi "Nay, cdc ban, hay tien len tan cong ngQn doi phia truce can toi SI? giam sat tai day".
Trong qudn
Nguyen tdc chi huy a tuyen dau trong qudn d¢i hoan toan co the' ap dung m¢t cadi hi¢u qua trong kinh doanh. Neu nguOi ldnh dao khbng thuc hien dung voi nhiing nguyen tac dd de ra, thi ho khbng tM busc nhtm vien cua mmn tudn thti theo nhiing nguyen tdc do.
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Lanh d~o bang each neu gwng
jetBI'ue
khoang
AI RW'AYS-
Hinh khach cua hang hing kh6ng }etBlue thuong thay David Neeleman dung phu phan phoi the len may bay, chat hanh ly hoac chuy~n thiic an vao
may bay. Mqi nguoi dac biet chii y den David
Neeleman vi 6ng chinh la Ciam dec Dik.u hanh (CEO) cua }etBlue. Thay vi ngoi lim viec an nhan trong van phong nhu cac giam doc dieu hanh
khac, David thuong
ra ngoai tro
chuyen tnrc tiep v6i hanh khach vi giiip do nhan vien. it nhat moi tuan mot lin, 6ng deu tham gia cling doi bay ciia }etBlue. Tren moi chuyen bay, David luon tv gi6i thieu minh vi phat bieu doi lei. song 6ng khong bao gio to ra tv dk. cao minh. Thay vao do, 6ng tim each tiep chuyen than mat v6i tung hanh khach d~ hieu them nhung mong muon, nhu cau ciia ho. 6ng cling danh thai gian noi chuyen voi phi hanh dean. ca tnrong. tiep vien, nhan vien ca khi, ... d~ an moi nguoi
cam
no luc lim viec vi nhan manh ring c6ng viec ho dang lim dt quan trong. Khi kk. vai sat canh cling phi hanh dean vi san sing bit tay vao moi c6ng viec, David da ciing co tim nhin vi dong luc lim viec ciia moi nguoi cling nhu tao nen bin sic rieng cho hang hang kh6ng }etBlue ciia minh. Moi nguoi thirong cho ring mot ca nhan dan Ie kho tao nen chuyen bien trong mot doanh nghiep 16n nhu the. R6 ring la David kh6ng th~ noi chuyen v6i t<1tci nhan vien, lai
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cing kh6ng the tiep chuyen voi moi hanh khach, vi 6ng con phai dieu hanh heat dong. Th~ nhung, nhung ai tung duoc gap go, tro chuyen cling 6ng deu nhac den vi danh cho 6ng nhimg lei tot dep khi noi chuyen voi nhung ngiroi khac, David noi: 'T6i biet minh khong th~ tiep xiic tit ca nhan vien voi chi mot chuyen bay moi tuan. nhung toi muon moi nhan vien hieu rang toi tran trong c6ng viec ciia ho, du do la c6ng viec tay chan nhu don rae, hut bui, van chuyen ... Nhimg ai chua duoc g~p toi se co dip tro chuyen voi nguoi da cling lim viec voi toi tren cac chuyen bay". Nhung do co phai la vai tro ciia mot giam doc dieu hanh kh6ng? Con nhieu c6ng viec quan trqng can giai quyet han la lim nhirng c6ng viec vun vat nhu the. Sydney Finkelstein, giao sir men quan tri tai Dai h9C Dartmouth dong thai la tic gii cuon Why Smart Executive Fail, da goi viec nay la "dat kim chi nam vt dao dire cho c6ng ty". 6ng giai thich: "Khi van hoa t6 chtic bi sai lac, dieu nay se anh huang khap t6 chtic vi phai mit nhieu nam nguoi ta moi co th~ nhan ra van de. Neu kh6ng duoc chi dan ro viec nao la dung rmrc, viec nao la sai trai, thi mot so ca nhan co th~ gay ra nhtrng dieu t¢ hai" .
Song theo nhiing ehuon m.,e

Cho du c6ng ty co 5 hoac 5 ngan nhan vien, thi dp lanh dao van nen dat ra nhimg chuan rmrccho moi nguoi. Bernie Marcus va Arthur Blank da giy dung Home Depot thanh c6ng ty hang
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diu bang each luon nhan manh thong diep "Khdch Hang La Tren Her!". Hai nha sang lap nay da tro thanh huyen thoai voi thoi quen xuat hien bit ngo dif "nhan nhii" nhimg nguoi cong sir. Arthur giai thich: "Day la c6ng ty cua moi nguoi, va muc tieu ciia cluing toi la dif nhan vien tham gia VaGnhung cuoc thao luan chien hroc nham xay dung moi quan he giiip moi nguoi tro nen coi rna va than thuoc voi nhau. Qua do cluing toi co thif truyen dat van hoa c6ng ty va y nrong kinh dcanh". Ngay ci khi c6ng ty dang phat trien manh me voi gia tri tai sin khoing 30 tl do la, Bernie va Arthur van tham gia khai giing va ket thiic moi khoa dao tao keo dai mot tuan cho cac hoc vien quill ly cira hang. Khi quy mo c6ng ty rna rong, ca hai kh6ng thif tiep xiic true tiep voi tung nhan vien. nen ho da xay dung chuang trinh truyen hinh phat hinh hang tuan cho moi dai ly ban hang mang ten "Diifm tam cung Bernie va Arthur" dif tro chuyen voi nhan vien, nang cao tinh thin cac cong sir, va thong bao cho moi nguoi biet vt tinh hinh ciia c6ng ty. Bernie noi: "Chung toi tv thiet k~ chuang trinh. Neu giao cho nguoi lim chuang trinh truyen hinh, co thif chuang trinh se chuyen nghiep han nhung ban se khong truyen duoc earn xiic va dong lire cho nhan vien. Toi muon nhan vien nghe nhirng lei tam sir til chinh cluing toi". Sau khi rei Home Depot, Arthur mua lai doi bong bau due Atlanta falcons, va 6ng cling ap dung nguyen tic lanh
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dao nay d~ dieu hanh doi bong tro thanh cau lac bo th~ thao chuyen nghiep. Khcng nhu nhung eng bau khac trong Lien dean bong bau due My (NfL - National football League), Arthur thuong xuat hien a trung tam huan luyen d~ cling ra sin tap luyen va sinh heat voi cau thii. Arthur giai thich: "Cau thii va ban huan luyen la thanh phan quan trong nhat ciia mot doi bong. Toi muon ling nghe nhung nhu cau, mong muon that sir ciia moi nguoi dt dieu hanh tot han". Arthur thuc hien cling mot thong diep nhu Home Depot: "Khdch Hang La Tren He'tf". 6ng noi tiep: "Toithuong noi voi moi nguoi, tu dp quan ly cho den dan vi nhuong quyen kinh doanh, rang Cel dong vien him mo doi bong moi chinh la nguoi chii that sir, vi the hay doi xu voi ho bing sir quan tam va ton trong". Khi danh thii Michael Vickbi chin thuang va doi bong thua lien tiep may tran, Arthur true tiep dung ra xin lei c6 dong vien ciia Atlanta falcons. Hau nhu doi bong nao cling phai trai qua it nhat mot mila thi diu t~ hai, nhung hiem co eng bau nao du can dam dung len nhan trach nhiem nhu Arthur.
Hanh dqng m~nh han lai nbi

"Cach nhanh nhat dt chuyen tai thong diep den moi nguoi khong nam alai noi, rna a hanh dong" - Doug Dayton, nha sang lap dong thai la giam doc dieu hanh ciia Target (rnang hroi ban Ie hang bach hoa) da phat bieu. Day cling chinh la nguyen tic lanh dao ciia ong. Phan Ian thai gian lim
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viec ella ong khong van phong, rna cac cira hang, kho bai, hoac ben van chuyen. ... Ditu nay giup Doug nhan dinh ro tinh hinh kinh doanh ella minh d~ biet duoc Target phai cai thien a linh vue nao. Chic chan ong khong th~ co duoc tim nhin chinh xac neu chi dua vao nhtrng bing bao cao ella nhan vien, Ditu quan trqng khong kern la nhan vien luon cam thay an tim khi biet eng hieu ro cong viec ella minh. Khi thay Dave Gold nhat ric trong bai dan xe, cac nhan vien ella 99 Cents Only hieu ring khong mot ngon til nao phong nhan sir keu goi dong lire lam viec co sue thuyet phuc manh me bing hanh dong do. Du nam trong danh sach 400 nguoi giau nhat mroc My do t9-P chi thuang
mai forbes cong
bel, Dave van la nguoi diu tien den van phong lam viec sorn nhat. Du da co mot doi ngu mua hang giau kinh nghiem. ong van sat canh lim viec cung d~ chi bao. huang din them eho moi nguoi. Bing su tan tim ella minh, Dave da xay dung diroc hinh anh di~n hinh d~ nhan vien noi theo.
Song VOl Iy twng

Khi con la thanh vien hoi dong quan tri ella Northwestern Bell (hien nay la cong ty thanh vien ella tap dean Qwest), Marylin Carlson Nelson da cluing kien mot tinh the kho khan ella cong ty. Northwestern Bell dang tren da phat trien nen tuy~n dung va huan luyen nhieu nha quan tri sang gia nhat d~ di cac nai
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lam viec voi khach hang Ian. Du la thanh vien ciia mot c6ng ty ky thuat hang dau. cac nha quan tri nay vlin kh6ng duoc chap nhan gia nhap vao Can lac bo Rotary neu ho la phu mr hoac thuoc thanh phan dan toe thi~u so (nguoi da den, da do hoac nguoi nhap or). Khi Hank McConnell, giarn doc dieu hanh ciia Northwestern Bell, du dinh se de doa cit nguon tai tro ciia Bell cho t6 duic nao khong chap nhan phu mr hoac thanh phan thieu nhieu thanh vien trong hoi dong quan
so,
tri phan iing dir doi: "Kh6ng th~ duocl Anh kh6ng th~ gay nii ro cho c6ng ty. Bay gio chua phai hie hanh dong nhu the: ". Hank vlin tiep tuc tranh luan voi Cau lac bo Rotary va veri hoi dong quan tri ciia c6ng ty nham nhan vien ciia minh. gianh quyen loi cho Cuoi cung, cau lac bo Rotary phai
nhuong bo. sua d6i dieu le. rna rong canh kin chi vi ly do gioi tinh hoac cluing toe, Khi da tro thanh giam doc dieu
ora tnroc do dong

hanh ciia Carlson
Companies, Marilyn bit diu thirc hien nhimg y tirong rna ba iip u til lau. Voi nlnrng thuang hieu n6i tieng nhu nha hang TGI friday's, Khach san Radisson, Carlson Travel Network va nhorn c6ng ty Thomas Cook, Carlson Companies da co tong cong 190.000 nhan vien tren toan duo Marilyn nhan thay mac du co nhieu phu mr hoac thanh phan thieu so du nang lire d~ dim nhan vi tri cap cao, nhung dt it nguoi trong so ho duoc d~ bat. Ly le duoc dua ra trong moi truong hop thuong la do ho thieu nhimg ky nang can thiet nhu "C6 iiy kh6ng co kien thiic v~ tai chinh" hoac "Ong iiy kh6ng biet nhieu v~ thi
truong cluing khoan". ...
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Marilyn khong chip nhan lei giai thich tren: ba cho ring day la each giai quyet Yin dt d~ dai va chu quan. Neu Gin ky nang vt tai chinh hoac thi truong chimg khoan, bit cu ai cling co thif h9C them. Marilyn quyet dinh xay dung mot chuang trinh phat trien cap lanh dao nham chuan bi nhirng ky nang chuyen men can thiet cho nhan vien cap trung dif dt bat ho len vi tri cao han. Ket qua that phan khoi. Hien nay, 40% vi tri cap cao Carlson Companies do phu mr hoac thanh phan thieu so nam gill. Ditu quan trong khong kern la thanh phan quan tri dp trung va cap cao co co hoi mo rong kien thirc chuyen sau. Marilyn noi: "Moi nguoi trong cluing ta phai canh tranh voi nlurng bo oc gi6i nhat the gioi. Trong thai buoi nay, chit xam dang duqc phat huy khap the gioi. R6 ring nhirng bo nao thong minh khong phai hie nao cling xuat phat tir mot mau da, gi6i tinh hoac cluing toe dac biet nao" .
Nh@p cuqc
Ban khong thif tao niem hung khoi cho cong ty neu ban chi ngoi trong van phong soan thao van bin hoac viet ban tin cho gioi truyen thong. Cach duy nhat diflanh dao hieu qua la song dung thea nhtrng nguyen tic, chuan muc rna ban muon chuyen tai. Bing each khong ngUng ciing co thong diep ciia minh, Bernie va Arthur da gay dung Home Depot thanh mot tap
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dean tri gia gin 30 ti USD. Hien Home Depot duqc xem la mang luoi ban le Ian nhat the gioi, voi 1.900 cira hang cac loai. D~n cuoi nam 2004, doanh so ciia mang luoi dat tren 73 ti USD. Doug Dayton cling chi huy tuyen diu khi leo Iii Target thanh tap dean hang diu voi mq_ngluoi bin Ie hang bach hoa
tea rong.
Trong hie cac hang hang khong khac bi khcn don, David Neeleman da tao tim guang sang khien cho nhan vien hung khoi va hanh khach hai long, ghip letlslue tien len tro thanh mot hang hang khong co loi nhuan cao nhat mroc My chi trong vong mot nam. Bac thay trong nganh c6ng nghiep quang cao Carol Williams da phat bieu kha chinh xac: "Nhieu nguoi nham lj_n giua hai khai niem 'quan If va 'Ianh dao', Co mot khoang each nhat dinh ghra chung, Ban quan ly gi.1y to, nhung ban lanh dao con nguoi",
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Chuang 2
7
CHUYEN HUONG KHI GAP KHO KHAN •
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qt trong nhiing nguyen tac cdc nn« quan sv khi cam quan giao chien tren chien truimg phdi niim vung la chuyiin qudn ai vong qua vi tri chOng trd du dqi cua aich thti. Lich sti cho thay nhii?u doan quan ad chien truing bang cdch ai votig qua suon aich thay VI adnh true dien. Hanh aqng nay se giup cung dllvc luang ae' vi~c tan ding cdc 6 khdng cu sau do de dang va it b! to'n thai han. Nguyen tdc nay aing dung tren thuong truong. DOl aau v6i mgt doanh nghi~p ad co vi the vung vang co thii la con aui'mg nhanh chong dan aen thdm hoa. Neu phdi aoi mdt v6i tinn the' nay, thay vi co tan cong true dien, ban hdy chuye'n huong tqp trung vao nhung llnh vue ma aoi thi: ad b6 sot hoac hntmg quan tam den. Trang nhieu truong hqp, vi~c ne trdnh aOl thu dem lq! hi~u qud tich cue aen khOng ngir, giup ban ma mgt huang ai thanh cong rieng ma khOng phdi bu6c thea ddu chan nguoi khdc.
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Di tim yung ddt trong WAL*UU®

AlWAYS lOW PRICES.~'
Khi moi thanh lap Wal-Mart, Sam Walton chu dong ne tranh nhung khu do thi Ion, va tap trung rna ora hang
a nhimg
thi tran duoi 35
ngan dan. Chien hroc nay khong lien quan gi den kt'ft qua nghien ciiu thi tnrong hoac tham do thi hieu ciia khach hang rna vi do la nhung noi PCPenny chua kip ben r~ den. Bang each nay, Sam Walton da tung buoc gay dung mot thuang hieu thanh congo Neu doi dau voi PCPenny, han lich su ciia WalMart da di theo chien huang khac, Dan firestone, nha sang lap va la
giarn doc dieu hanh cua cong ty

thiet bi vien thong Somera, cling ap dung chien hroc ne tranh doi thii canh tranh hai phuang dien. M~c du biet ring viec ban thiet bi vien thong cho nhorn khach hang doanh nghiep
mang lai nhieu loi nhuan han, nhung ong van 10 ngai ring khi do can xam nhap thi truong khach hang Ian giam di, thiet bi se nhanh chong tro thanh hang hoa thong dung va Somera se mit V! the canh tranh dac biet. Han mra. thi truong ca ha tang vien thong hie iy dang nam trong tay nhieu doanh nghiep khong 16 nhu Lucent, Norte! va Cisco. Biet ring day la cuoc chien kho khan, Dan leo Iii doanh nghiep sang linh Vl!C thiet bi vi~n thong da qua su dung - linh Vl!C khong ai quan tim den. Oil thi truong nay nho han va cac bo tong
sa
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dai da qua su dung trong khong duoc in tuqng, bit mit nhung do co it doi thii nen Somera huang duoc tY suit loi nhuan cao han. Bing each nay, Dan da khai thac vung dit trong tren thuang truong va gay dung Somera thanh mot tap dean vi~n thong tri gia 200 trieu dola. Ciong nhu Sam Walton da ne tranh PCPenny, neu Dan co canh tranh voi Nortel va Lucent ngay tren lanh dia ciia doi thii thi ket qui han da hoan toan d6ikhac.
Cam an 7-Eleven!
Khi Joe Coloumbe khoi diu giy 'fRADIER, dung Pronto Markets (; mien Nam bang California nam 1958, loai hinh cira hang tien dung con tuang doi moi me. Quy mo cua Pronto Markets con kha khiem ton, nhung cong ty van dung vimg do doanh thu tuang doi 6n dinh. Nam 1967, trong mot chuyen cong tac den Dallas, khi tinh co nhin thay mot ora hang 7-Eleven, Joe cam nhan ngay moi nguy hiem tnroc mit. Khcng chi vi cira hang 7-Eleven tao fu tuqng tot han do co nhieu hang hoa voi gia ha rna Southland Corporation, chii nhan ciia 7-Eleven, con co tiem hrc tai chinh fit manh. Pronto Markets chic chin se g~p khon kho mot khi 7-Eleven dat chan den California. Viec nay chic chin se xay ra, khong sorn thi muon.
JOI'.
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Trong khi dang tim y tirong d~ doi pho, Joe nhan ra co hai xu huang hoi tu nhau. Truce Tht chien thii 11,chi co 1% dan so My tot nghiep dai hoc. Voi chinh sach ho tro ciru chien binh ciia chinh phii. nen nhieu nguoi da tot nghiep dai hqc, vi va.y so dan co trinh do hoc thuc ngay cing tang cao. Xu huang thii hai la sir phat trien ciia nganh hang khong, co nghia la gio day nhieu nguoi co tht den nhung nai rna the he truce chi bitt uoc rna, nai do ho duqc tiep can nen van hoa rnoi. kham pha cuoc song moi va d. thuong thuc nhung thuc an mci. Joe nght: "Ntu tim ra each dung ho a hai xu huang nay, minh se tro nen giau co". Ong hieu ring neu muo n canh tranh thanh Pronto c6ng voi 7-Eleven, Markets phai phat trien vuot tam rmic mang luoi
ciia hang tien dung, phuc VlJ s6 dan co hoc thiic va khai thac niern dam me kham pha van hoa mci. Joe chuyen Pronto Markets thanh mot khai niem thuang hieu moi Trader Joe's. Dt tao ra net quyen ru mang phong each du lich kham pha nhung vung dat la. Joe Sll dung go cay tung d~ lat nen cac ciia hang va tao khung canh nhung chuyen phieu hru tren bien day ifn tuong. Quan ly cira hang duoc goi la "thuyen tnrong" , tro ly duoc goi "thuyen pho". va tift ca nhung "thuyen vien" deu mac ao co hoa van sac So' dac trung ciia dao Hawaii. 6ng cling ap dung each mua sam moi. Thay vi bin cung mon hang voi gia nhu nang tai chinh cho phep.
a 7-Eleven,
Joe tim kiem nlnrng
mat hang ha gia. roi mua vao voi so luqng Ian nhat rna kha
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Trang khi cira hang tien dung ban nhimg loai san pham thong thuong nhu sua, banh mi va keo. chiing loai hang hca
ciia Trader Joe's da dang va phong phii han, kt ca bit tit cho
phu mr, dan sung san, dia nhac, ..
Vao thap nien 1970, Joe kinh doanh them ruou yang, tiep tuc chien hroc lung Sl!C cac thuang hieu nrou co gia ha va mua
voi s6 hrong Ian dt duoc gia thap nhat. Cira hang ngay cang Ian manh va Trader Joe's tro thanh m~ng luoi ora hang chuyen ban thiic an va nrou yang voi gia ha. Vao nam 1987, Joe moi John Shields, ban dong mon cung hoc Dai hoc Stanford, gill duic giam doc dieu hanh. Tnroc do, John da cung tham gia tu van. soan thao chien luoc phat trien cho Trader Joe's ngay nr nhung ngay diu thanh lap nen khong xa la gi voi cong ty. Khi chinh thtic nhan chirc vu dieu hanh, John nhan thay mot kho khan tiem
:in khac
- ap hrc vt gia d.
Song song voi hanh trinh tan cong vao thi truong khach hang co trinh do hoc thiic dt ne tranh 7-Eleven, "con tau" Trader Joe's lai giong buom tien den canh tranh voi sieu thi. Cho du hie nay Wal-Mart chua ban hang tap hoa, nhung co nhieu mang luoi Ian khac dang ban hang voi so luong Ian theo gia S1. Trader Joe's cling dang ban hang gia ha, vi the se bi anh huang dang kt vt loi nhuan. Nhan thay nguy co dang den gin, John leo lai "con tau" Trader Joe's ne tranh dci thii lin mra. Da nhieu lin den mua sam Marks & Spencer - m~ng luoi trung tam bach hoa noi tieng Anh ban nhung thuang
hieu rieng, John that SlJ thich thii va nt phuc
y tuong
nay, eng
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quyet dinh no hrc tang so hrong hang hoa cua Trader Joe's mang thuang hieu rieng. Duoi quyen dieu hanh ciia John, ngay cing co nhieu mat hang mang thuang hieu rieng, hien nay dat rmic 85% so mat hang bay ban (15% con lai la bia va ruou yang), so voi 14% tai sieu thi. San pham ciia Trader Joe's mang nhimg ten nghe hip din doi voi gi6i tieu dung My: Trader Giotto's, Trader Jacque's, va Trader Ming's. Them mot y~u to giup Trader Joe's thanh kh6ng ngung c6ng la 6ng
rna rong
va xay dung moi quan he tot dep voi
nha cung iing khap noi. John giai thich: "CJ.n phai dau tu nhieu trong viec tao dung moi quan he lim an voi nha cung
iing. phat trien san pham va nhung c6ng viec tuang tv, vi thuc
sir do la cac khoan dau tu sinh led. Chien hroc nay cling tao nen the dung virng chic tren thuang tnrong". Dt tao ban sic rieng. Trader Joe's ap dung chien thuat tim kiem va b6 sung vao kho tang im thuc, Vai men hang luon duoc du tnr dt bay ban, va vai mon khac thay d6i thea mua, hoac thea nguon hang. Liic nao nguoi tieu thu cling co tht tim thay loai banh mi toi rna nguoi dan vung N am A thuong dung, hoac san pham til a-ti-so hay til qua mam xoi.; Mot ciia hang tieu bieu ciia Trader Joe's thuong bay ban khoang 2.500 chung loai hang hoa, so voi 25.000 loai hoac nhieu han sieu thi. Tieu chi kinh doanh ciia Trader Joe's la chi ban san pham co chit luong cao voi gia ha. Neu kh6ng tim duoc nguon cung cap san pham voi gia ha han so voi sieu thi, Trader Joe's se kh6ng ban.
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Tom lai, bing each tranh doi diu voi 7-Eleven, Joe Coloumbe bien Pronto Markets thanh Trader Joe's, phat trien y niem kinh doanh khi eng rna rong mang luoi bin hang. Sau do, John Shields mot lin mra leo Iii con tau ciia minh ne tranh sir canh tranh, rna rong dong san pham co thuang hieu rieng thanh diu in ciia Trader Joe's hien gio. Cling hie, til 27 ciia hang doc be bien mien Tay (cac bang Washington, Oregon va California, nam ven bo Thai Binh Duang), ong rna rong thanh 174 cira hang khap mroc My trong vong 10 nam, voi doanh so hang nam til 132 trieu do la tang len 2 tl do la. Co nhieu yt'futo dong gop vao thanh cong nay, nhung quan trong han la ci kha nang leo Iii tranh canh tranh doi diu bing each tao dung sic thai dac biet cua Trader Joe's; dieu nay da khien moi nguoi tro nen yeu quy va trung thanh voi thuang hieu.
Di yong quanh d6i thu (~nh tranh

Hai thap nien sau khi roi Dai [INIC§IVS~ Loan den dinh ell My, Janie va !U)I~I()1il 01 ~(i!l) ~~elil1s.ll1().. Victor Tsao thanh lap cong ty rieng khi Victor da 37 tuoi con Janie da 35 tuoi. Vico moi quan h~ voi nhieu cong ty san xuat Dai Loan, nen hai vq chong quyet dinh san xuat thiet bi m~ng vi tinh dt cung cap cho thi tnrong My.
~:E381·
:23
!'!!i __
Janie va Victor deu lam viec trong linh vue cong nghe thong tin. Nhung thu nhap ciia Victor 6n dinh va cao han nen
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anh van tiep tuc lim viec can Janie thoi viec vao nam 1988 d~ cham soc hai con nho va tcan tam 10 cho c6ng ty trong thai
kY phoi
thai. D~n nam 1991, sau khi tich hiy duoc mot so von, Victor nghi viec va dam nhan chirc vu giam doc dieu hanh: can Janie, voi vai tro pho chii tich phu trach phat trien kinh doanh, chiu trach nhiem
rna rong
m~ng hroi khach hang tren
tcan mroc My.

Vi la c6ng ty moi thanh lap va tiem lire tai chinh can mong, nen Janie va Victor tv biet minh kh6ng th~ canh tranh noi voi Cisco - mot dai gia trong nganh, nen hai nguoi don moi no lire cho thi tnrong m~ng gia dinh. Vao thai diem nay, he thong mang gia dinh hau nhu chua co mat tren thi tnrong. San pham dau tien ciia ho la MultiShare, mot thiet bi ket noi nhieu may vi tinh voi mot may in. Voi da tang tnrong cham chap nhung chic chin, Janie va Victor tai diu tu til doanh thu, va dan dan khang dinh
V!
the tren thuang tnrong. D~n nam 1994, sau 6 nam lam an, cuoi cung Victor va Janie da chinh thiic linh luang ciia c6ng
ty. Liic nay c6ng ty Linksys ciia ho co doanh so hang nam 6,5
trieu dola voi 55 nhan vien. San pham ciia Linksys chii y~u duoc ban qua cac catalogue c6ng nghe cao nhu Black Box va PC Connection. Linksys phat trien nhanh til nam 1995, khi Microsoft phat hanh Windows 95. Truce thai gian nay, khach hang sti dung san pham ciia Linksys phai cai dat mot phan mem d~ noi cac may vi tinh voi nhau. Windows 95 co san chirc nang noi m~ng, giup nguoi sir dung co th~ d~ dang cai dat 6 nha. Cling
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hie do, Janie kien tri thuyet phuc cac cira hang ban Ie trung bay san pham Linksys. Janie va Victor tiep tuc phat trien them san pham phan ciing dua tren nhung phan mem eo san tren thi tnrong, nhung chii trong vao dong san pham dan gian va d~ sir dung. Doanh s6 tang vot, dat 21,5 trieu dola nam 1996 va 32,1 trieu dola nam 1997. Thee da phat trien ella thi truong rn9-ng bang thong rong, san pham ella Linksys ngay cing da dang. D~n khi nguoi tieu dung chuyen qua duong truyen cap va mo-dern duong truyen thue bao dang ky thuat s6 DSL, Linksys vao vi the thuan loi
d~ rna rong dong san pham. Biroc ngoat ella Linksys la vao nam 2000. Trang nhieu nam, cac nha nghien ciru thi truong da tien dean sir bung nb ella vien thong bang rong. Nhieu cong ty doc sue diu tu thea chieu huang nay nhung da bi vo no vi dieu tien dean da din phat trien, cac nha phan khong xay ra. Khi thi truong
phoi bin Ie d~ nghi Linksys san xuat thiet bi cau din d~ giup ho gia dinh da eo duong truyen cap va mo-dern DSL eo thtf ket noi voi rn~g Internet. Liic nay, Cisco da thong linh thi tnrong thiet bi cau din, nhung I09-ire nhat eo gia len den 500 USD; rna each su dung 19-iphiic tap. Van dui tam vao thi tnrong gia dinh, Victor ket hop voi cac nha san xuat Dai Loan dtf phat trien mot thiet bi cau din d~ su dung nham ket noi bon thiet bi dung trcng gia dinh. San pham ella Linksys di kern mot ehuang trinh dan gian huang din khach hang cai dat tung buoc, va diem dac biet nhat la gia chi eo 199 USD. Doanh s6 bung no len den mire 206,5 trieu USD.
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M9t cau chuyen thanh cong khac ciia Linksys phat sinh til mot tinh huong tuong nhu la tai hoa. Lap lai chien hroc ne tranh canh tranh doi diu, Linksys bin thiet bi cau din qua Canada trong khi cac hang dien tu khac be qua thi twang nay vi sq khong tuang thich. Th~ nhung khi 10 hang thiet bi cau din diu tien duoc goi di, Linksys toi tip nhan lei than phien til khach hang. Thiet bi ciia ho khong tuang thich voi he thong ciia Rogers, mot doanh nghiep vien thong Canada. Victor voi gill mot nhom nhan vien ky thuat den Canada. Nhom ky thuat nay thue bao han mot dirong truyen DSL noi tnrc tiep voi phong khach S;p1 ho a. Sau vai tuan lim viec miet mai tai khach
S;p1,
nhom nhan vien da tim ra nguyen nhan ciia van d~ va bien phap khac phuc, Viec thoat nan Ian nay tao them mot loi the khac: Linksys ducc xem la nha san xuat duy nhat co thiet bi
tuang thich voi he thong vi~ thong ciia Canada. Linksys cam chic trong tay phan thing khi tien VaG thi twang bee bo nay. Trong vong 15 nam. Janie va Victor da tao dung mot cong ty thanh ccng trong linh vue noi m~ng gia dinh. Quyet dinh tranh canh tranh doi diu voi Cisco ciia ho cuoi cung da din den mot buoc ngoat thii vi. Khi Cisco rna rong sang linh vue noi mang gia dinh VaG nam 2003, ho quyet dinh mua lai Linksys voi gia 500 trieu USD.
Ma mal Iran miri ..

Ne tranh doi thu khong phai la chien luoc chi gioi han trong thai gian khoi diu. M9t cong ty da virng vang van co th~
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sir dung chien hroc nay d~ canh tranh luru hieu thay vi dam bel VaGdoi thu nhu va VaGmot birc tuong. Khi Procter &.Gamble (P&.G) mua lai c6ng ty san xuat thirc an cho thii cung lams VaGnam 1999, ho da lam lung lay PETCO va PETsMAKf - hai mang luoi cira hang san pham cho thii cung dang chiem linh phan Ian thi truong thiic an cho cho My. P&'G quyet dinh tang doanh thu bing each ban san pham ciia lams cac cira hieu tap pham va mot so cira hang khac, khien cho PETCO va PETsMAKfbi khan don. Nguy ca cang Ian han khi co tin Wal-Mart du dinh cling se bay ban san pham cua lams. Cling nhu vcii nhieu mat hang khac, Wal-Mart da la m~ng luoi ban thiic an cho thii cung Ian nhat My.
Kh6ng lau sau, PETCO va PETsMAKf con nhan tin khac t¢ hai han. Khi di mua thirc an cho thii cung, khach hang thuong mua them nhimg san ph am khac lien quan. Va di nhien neu kh6ng co muc dich mua thiic an cho tlui cung, ho se kh6ng mua nhung san pham lien quan do. D~ chong lai viec Wal-Mart xam lin thi phan, hai mang luoi cira hang thii cung nay ap dung nhung chien hroc khac nhau. PETsMAKf quyet dinh bam tru va chong de bing chien luoc "gia re moi ngay". Con PEfCO thi nguqc lai. tim each ne tranh doi thii tuang tu nhu each Trader Joe's tranh doi diu voi 7-Eleven. PEfCO chinh don lai vi tri tren thuang tnrong. chii trong den san pham cao cap cho thii nuoi rna Wal-Mart kh6ng quan tim den, va cung iing nhtrng
~~ilI. EmTg:.nCg··DiiillliillIiCljOgjMii
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dich vu khong tuang thich voi h¢ thong ban hang ciia WalMart. Bing each ap dung chien hroc "danh VaG nai dich thii vang mat". PETCO chap nhan nhuong thi phan vai loai san pham cho Wal-Mart, dong thoi no lire rna rong qua nhimg linh vue rna Wal-Mart khong lim duoc, Wal-Mart nhung co th~ ban thiic an cho cho Old Roy va lams, ho khong th~ cung Ling dich vu chai long, thii y, hoac
luat y t~ cling earn rna nhtrng dich vu nay tai nai bay ban thuc pham. Theo da tien len, PETCO con rna rong them cac mat hang cao cap, tir trang phuc, nha tni mua nang den hang tram men do chai cho cho. Cac cira hieu ciia PEl'CO cling co dich
huan luyen cho cho. Ngay ca neu Wal-Mart co th~ lim diroc,
huan luyen, nhan kY goi, mua ban, tham chi bay ban ca canh danh cho thii cung, ...
vu tia cit long va mong, PEl'sMARl' nhanh chong nhan ra tinh hieu qua ciia chien hroc nay nen cling ap dung thea nhung tap trung VaG dong san pham va dich vu cao dp. Hq lap chuang trinh ho tro ky thuat ho nang cap nhieu co cho chii nuoi, cii doi ngu chuyen vien lanh nghe giai dap moi thac mac ciia khach hang. Cling hie,
sa cung
cap dich vu cham soc lim dep
cho thii cung. PEl'sMARl' con tien mot buoc xa han khi hop tic voi Benh vien Thii y Banfield (Banfield Animal Hospital) d~ rna trung tim thii y tong quat. Su hop tac nay that su hieu qua cho ca hai ben. Khi khach hang mang thii cung den chua
tri, ho se duoc cac bac SI huang ciia hang.
dan mua san pham can thiet
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Voi chien luoc moi, d PEl'eO vi PEl'sMARl' nhanh chong thoat khoi tinh trang song gio vi tru virng tro lai. WalMart khong con la moi nguy hiem mra. Nguqc lai. d hai m;;t,ng luoi deu cai thien tY suit loi nhuan sau khi mit doc quyen doi voi thtrc an cho thii cung lams.
DUng c~nh tranh tren lanh dia
cua d6i thu
Ngoai viec tranh doi diu dua thea chien hroc, ban cling co tht tranh ne v~ mat dia du, Khi thiet lap hang hang khong
easylet nam 1995, Stelios Haji-Ioannou quyet dinh chon phi tnrong Luton, each London 50 km v~ huang Bac lim trung
tim hoat dong. Phi tnrong Heathrow hoac Gatwick
a London
thuan tien han cho hanh khach, nhung d hai phi tnrong nay deu do British Airways kiem scat vi tinh phi cao han. Luton Stelios biet chi phi thap se giiip tiet kiem cho hanh khach. 6ng cling hieu ring canh tranh voi doi thu tren lanh dia cua ho se g;).pnhieu kho khan han. Dt thuyet phuc hanh khach chap nhan mot so bat tien dt khoi hanh til Luton, Stelios dat gia ve 29 bang Anh di Glasgow mot chien voi tieu d~ quang cao: "Di Scotland voi gia ve bing mot chiec quan jeans." Nhieu nguoi du dean ring se chang co ai chiu bay til Luton d. Th~ nhung, ho da sai lim. Cia ve ha co sire hip din vo cung Ion, ngay ci doi voi gioi doanh nhan. Tht'f la easylet cat canh thanh cong chuyen bay diu tien.
a xa han, nhung
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David Neeleman thanh
cling ap dung cling chien hroc nay khi qua nga
lap }etBlue, voi doi may bay den California
Long Beach thay vi phi truong qucc tt'f Los Angeles, va Oakland thay vi phi truong quoc tt'fSan francisco. Khi }etBlue
kY
thoa thuan
voi Long Beach, day chi la phi truong
dia
phuong.
Cac hang hang khong khac deu bay qua Los Angeles khong lim
d~ tien ket noi cac chuyen bay. David Neeleman
nhu the vi eng tin vao loi the ciia minh la gia ve ha: han mra eng khong muon phai canh tranh doi dau voi doi thii Angeles. Sau khi }etBlue bit dau hoat dong til Long Beach va thiet lap mot dau cau cho lo trinh hang khong gia ha, hang hang
a Los
khong American Airlines moi nhan ra la ho cling thuc SlJ can nhieu chuyen bay til Long Beach. Nhung ngay ci khi da co mot so ben do vimg chic. Chien luoc tranh ne dci thii canh tranh v~ dia du khong phai la moi la va nhieu nguoi cho ring do la dieu khong thiet thuc, Neu Stelios quyet dinh thuc sir can thiet phai sU:dung phi truong Heathrow SlJ can thiet phai hoac David Neeleman quyet dinh thuc
a Long Beach,
American Airlines van con 10 vi
co ca cau chi phi cao han, trong khi letlilue co duoc loi nhuan
sir dung phi truong Los Angeles, thi ho se
canh tranh nhu the nao voi may eng Ian? Liic do, mci doanh nghiep se tro thanh mot con ca be trong cai ho day ca map, va khong doanh nghiep nao co th~ ap dung gia ve ha va bay xung quanh cac doi thii canh tranh khong 10.
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Nguyen tic nay cling co the ap dung cho cac nganh c6ng nghiep khac. D6i voi cac nha hang an uong va ciia hang ban le, bf quyet thanh c6ng til truce den gio vin phu thuoc van dia diem. Tht nhung ca Outback Steakhouse va Trader Joe's deu chon dia diem tranh xa khu VlJC dong dan. Vi tri nay tuy lam khach hang di chuyen bit tien mot chiit nhung it ton kern han. Ca hai thuang hieu nay deu da co tieng tam va co khach hang trung thanh, vi the khu VlJC trung tam kh6ng phai la dieu toi quan trong. Khi chon vi tri it ten kern, ho co thti gill chi phi dieu hanh miic thap, tao tY suit loi nhuan cao sau khi da san se phan tiet kiern chi phi cho khach hang.
Chi nen lieu linh dung cho

Khi ban bi lep vt vt tiem IlJC tai chinh hoac nhan SlJ, tranh ne la chien hroc khon ngoan. Ban da thay khi tranh canh tranh voi 7-Eleven va sau nay voi cac sieu thi. Trader Joe's da phat trien va din cai thien. tro thanh mot mang luoi ban le co phong each hoan toan moi. Khi PETCO va PETsMAKf doi dien voi tham hoa, ho tranh cuoc chien khac nghiet voi Wal-Mart bing each dui trqng den mat hang cao dip va tao them dich vu doc dao, nho do da gia tang loi nhuan. Tinh the kho khan va tinh canh tranh khoc liet da tao co hoi cho ho chuyen deli thea chien huang thuan lei.
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Cling nhu Outback Steakhouse vi Trader Joe's, easylet vi letblue da di nguoc lai nhung kinh nghiem kinh doanh bing each chap nhan nhung bat tien d~ chon dia diem it ton kern nham gill chi phi tha p.
Hay nhan biet diem manh cling nhu diem y(fu cua ban dJ: chon chien hroc canh tranh giup ban gianh phan thang trong cuoc chien vci nhung doi thu khong lb.
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au nhu cdc cong ty (leu bi gi6i han ve van ae nguon luc. Muc aQ doanh thu tang phlj. thuic vao nguon luc tai chinh, thai gian va nhdn luc ma cong ty c6 khd nang cung dip. Tren thuc te: nhieu cong ty dang tren aa phdt triin thuimg lam vao tinn trqng kh6 khan ve dong tien vi luc nao ho aing can co them tien ae' adp ung nhu cau tang truang. Neu bu6c ra khoi 101man va nhin lq! van ae theo m¢t g6c hhdc, ban se thay aieu nay khOng han luc nao aing dung. Dieu gi se xdy ra neu ban c6 th@huy aQng tat cd aoi thu conn tranh a@ito tiep thi va tieu thu san pham cho bon; Hoqc thqm chi san xudt san pham cho ban! Dieu gl se xdy ra neu ban c6 thi?gia tang doanh thu len 1% ma khOng can bo them aong nao ae'mua nguyen vqt lieu hoac thiet bi, hoac khOng phdi trd them mQt ngay cong nao! Nhung aieu a6 chinh la dim bay y tuimg. Nguyen tac cua don My khd don gidn. Cting giOng nhu dung kich a@nang chiec xe len thl de han la dung sue nguiri, don bay tiem luc c6 the' giup ban phdt trien thuong hieu va gia tang doanh thu ma khOng can ma rQng qua muc quy mo cua cong ty. Vi du thuimg thay cua don My la vi¢c nhuong quyen kinh doanh (fran-
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chising). Thay vi tu piuit tritn bang n¢i luc, McDonald dung don bfiy thuong hi¢u dt nhuong quyen kinh doanh cho hang ngan nguOi khap thi2'giOi ma nha hang. Ron Joyce aing lam nhu vqy v6i Tim Hortons khi ma them nhieu cua hang theo phuang thuc nhuong quyen kinh doanh. Nguyen tac nay ding dung trong nhieu nganh cong nghi¢p hnac. Tim diem tua cho don bfiy co tht dem den cho ban lqi the conn tranh trong nhung lInh vue ma ban khOng nga uii.
Life don bay frong ehai

Jim Koch, chang trai co tarn bing MBAciia Dai hoc Harvard, da lim nhieu nguoi ngac nhien khi tuyen be ring anh se rei be cong viec tu van voi thu nhap 250 ngan do la moi nam d~ rna nha may bia. Nam 1984, anh thanh lap cong ty Boston Beer voi so von 140 ngan do la til tien danh dum. cong them 100 ngan do la phan hun ciia ban be, va voi cong thirc nau bia do ong to nam the he tnroc ciia anh truyen lai. Jim con khien cho nhieu nguoi ngq_cnhien va sung sot han khi anh dat ten thuang hieu bia la Samuel Adams Boston Lager (goi tit la Sam Adams), va dua ra mot quyet dinh di nguqc nguyen tic truyen thong, nhung cuoi cung lai dong vai tro chii y~u cho sir thanh cong ciia anh. khi Jim thanh l~p Boston Beer, mroc My thuc sir chi co hai hang bia tim co da quoc gia: Anheuser-Busch va Coors, cung mot so co kinh doanh nho. Hai hang Ian san xuat
Truce
sa
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moi nam hang trieu lit bia voi chit hrong chip nhan duoc nhung khong phai la loai ngon nhat. Cac ca so nho ap dung phuang phap thu cong, nen bia co huang vi ngon nhung so hrong han che vi chit hrong kern 6n dinh. Phan Ian cac ca so nho bi gioi han v~ tai chinh nen ho sti dung thiet bi lac han vi g~p kho khan trong viec dam bao chit luong. Thee lei Jim: "Nghe nau bia doi hoi tieu chuan cao v~ v¢ sinh vi kiem scat chit hrong ciia quy trinh san xuat. Ban khong th~ lim bia bing loai thung lay tir trai be sua vi su dung day chuyen dung d~ dong chai nuoc soda". Voi Sam Adams, Jim muon tao nen mot loai bia co chit luong cao, 6n dinh vi san xuat voi so hrong Ian. Vi chit hrong la yeu cau chinh yeu, tiep thea moi la miic tang tnrong, thi viec phai xay dung nha may moi vi diu tu vao thiet bi hien dai la mot giai phap hop IY.Nhung anh lai quyet dinh khoan tcan bo khau san xuat bia cho nguoi khac d~ don sire cho viec dam bao chit luong.
Tim diem lIfO don bay cho chal 1U'Q'ng

Voi loi the la nam trong tay cong thiic nau bia gia truyen vi kinh nghiem trong nganh san xuat, Jim co y niem kha ro ring khi chon nguoi cong tac, Anh bin luan voi cha, vi ci hai liet ke mot danh sach cac nha may bia co du day chuyen d~ nau bia thea cong thiic ciia the kY 19 voi he thong kiem scat chit luong hien dai. Roi anh tiep xiic voi cac nha may bia vi dua ra lei d~ nghi khac thuong: anh mang den cong thiic vi
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nguyen vat lieu, ho chi viec gia c6ng nau bia cho anh. Du do la y tuong khac thuong nhung nha may bia Pittsburgh Brewing vin cam thay phan khich. N ha may nay heat dong kh6ng het c6ng suit vi chi chay may hai ngay moi tuan. Hai ben nhanh nai ra 10. Jim giai thich: "Di~m tva don biy la c6ng thirc, nguyen vat lieu. va sir chii tim trong day chuyen nau bia". Chien hroc ciia Jim la tim diem tua don biy cho chit hrong. Vi kh6ng phai ban tim voi day chuyen san xuat va bao duong thiet bi. nen anh don siic tap trung van nhung Yin dk. lien quan den chit luong bia. Dich than anh tuyen chon moi me nguyen lieu. Hang nam, Jim deu cung chuyen vien nau bia den chau Au, xem xet hang tram chuyen hang ciia n6ng dan d~ chon loai hoa bia tct nhat. Anh nhan thay chit luong chong thea thuan. va bia Sam Adams tim duoc
a moi
n6ng trai thay deli tung nam. MQt each duy
nhat d~ dam bao chit luong la phai dich than chon nguyen lieu tot nhat. Chit luong bia co th~ bi anh huang khi khoan san xuat, nhung Jim Tit ro ring: "Nifu ho lim khong dung, toi se ngung cong tac. Bia ciia toi chiem phan Ian trong day chuyen san xuat ciia ho, vi the neu toi rut lui thi ho cling mit loi nhuan. C6ng nhan cling biet ring neu ho lam viec kh6ng nghiem nic buoc toi phai rut lui, thi ho se mit c6ng an viec lim". Tuy the, Jim khong pho mac
sir
viec cho may nii. Jim
muon giai phong chuyen vien nau bia khoi nhung c6ng dean
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khong lien quan den chit luqng bia. Thong thuong, mot chuyen vien nau bia ngoai nhiem vu giam sat tnrc tiep qua trinh san xuit, con phai phu trach them viec bao duong thiet bi, dien mau dir lieu va bao do, d<).t hang nguyen vat lieu, len lich san xuat, quan ly cong nhan, va dam bao khi bia dat den cong doan cuoi cung la da co san thung chua. Day la nhtrng cong viec thuong nhat can thiet dt van hanh nha may bia nhung khong h~ lien quan den chit hrong bia. Jim giai thich: "Chuyen vien nau bia khong tht lam nhung viec nhu the. Nhiem VlJ duy nhat ciia ho la dam bao nguon bia doi dao voi chit luqng cao chay til nha may den coc ciia ngiroi tieu dung". Boston Beer tang tnrong 40% khi thuang hieu bia Sam Adams thu hut duqc mot so dong khach hang trung thanh, va cuoi cung tro thanh dong san pham chinh ciia cong ty Pittsburgh Brewing. Sau do, Jim hop tac voi cac nha may bia cac bang Oregon, Washington va New York,xay dung mang luoi cung cap bia tren dien rong.
Vai nam sau, khi Sam Adams da tro thanh mot thuang hieu 6n dinh. Jim quyet dinh mua mot nha may bia cho rieng minh. Anh chi thuc hien viec nay sau khi cong ty da Ian manh v~ nhan luc cung nhu tai chinh, du kha nang dam nhiem moi hoat dong hang ngay ciia mot nha may bia. Hien gio, phan mra tong san luong bia la do Boston Beer tu san xuat, phan mra con lai do cac nha may hop tac, Ciao cho nguoi khac san xuat bia la y~u tel chii chot cho sir thanh cong cua cong ty - ca v~ chit luqng lfin so hrong, va cuoi cung da nang Sam Adams thanh thuang hieu tam rmrc quoc gia.
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Jim noi: "Truce khi Sam Adams ra doi, cac co so lim bia nho moe len rei lui tan do khong dat chat luong 6n dinh.
Khach hang rat nhay v~ van d~ chat luorig. Chung toi co loai
bia voi huang vi ngon va 6n dinh, nen lei keo duoc nhieu khach hang trung thanh. Ban co th~ tro nen nghien Sam Adams va hay tin chic hie nao cluing toi cling co bia ngon cho ban thu6ng thiic". Tom lai. bing each phoi hop cong thtic nau bia truyen thong ciia the kY 19 va phong each quan ly hien dai cua the kY 21, Jim da tao dung Sam Adams thanh thuang hieu co uy tin. Hien gio, moi nam Boston Beer tung ra thi tnrong 1,2 trieu thung bia voi doanh sb han 250
trieu USD. Jim khong tht tao ket qui nhu the qua each thiic thea lei man. Jim giai thich: "Ban tim thay diem tua don biy
6 chat luong. Vi¢c tu lam chu co s6 co th~ cling la diem tva, nhung khong phil hop trong truong hop nay. Vi the. ban can phai xac dinh ngay til diu dau la diem tua dich thirc".
Tit'banh yang den yong Iron lieu Ihl}
:o~i._ ~l
Phan Ian cac ciia hieu ban banh vong xem 10 banh, tiem ca phe va
cira hang banh keo co ban banh vong la doi thii canh tranh.
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Nhung Krispy Kreme thi kh6ng. Oil da diu tu manh me d~ thiet lap mang luoi ella hang (con so ella hang gap doi mang hroi nci tieng khac la Dunkin' Donuts), nhung Krispy Kreme van rna rong moi quan h~ voi doi thii canh tranh, bien ho tro thanh nlurng "cong tic vien ngoai vi" voi muc dich cung cap banh yang eho doi thu ciia minh. Moi ella hang Krispy Kreme deu t6 duic eho khach hang tham quan qua trinh san xuat banh yang. Khach hang fit in tuong khi duoc nhin thay tnrc tiep e6ng dean san xuat banh yang: bot di VaGmot diu va banh yang di ra diu kia. Viec tao dung "sin khau banh vong" ton kha nhieu chi phi - khoang 350 ngan USD eho moi ca san xuat. Cong them cac chi phi mat bing va heat dong khac, mire diu tu eho moi ea co th~ len den 1,4 trieu USD.
sa
sa
Voi mire do diu tu nhu th(f, han ban se nghl ci doanh nghiep
trao nhuong quyen Lin cac ca nhan nhuong quyen phai tim each khu khu bao v¢ lanh dia cua ho. Th(fnhung, ban se ng~e nhien khi biet ring moi ca cua KrispyKreme deu co m~g luoi ban sl sinh dong, giao hang tan nai cho sieu thi, rna hang banh keo. ella hang tien dung, va ngay ca nha an trong tnrong dai hoc, B~ co th~ dat cau hoi: Neu khach hang mua duoc banh yang KrispyKreme ella hieu tap pham hay sieu thi, co can thiet phai diu tu eao VaG ella hang KrispyKreme kh6ng? cac
sa
sa
Neu xem xet y(fu to e6ng suit du thira, ban se hieu tai sao chien luoc ban hang gian tiep ciia Krispy Kreme 13. hoan tcan hop lY.Neu may bay can mot ghe trong hoac khach san can mot phong chua co nguoi dat , loi nhuan se giarn slit. Doi voi
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Krispy Kreme, tinh trang cung tuang tv. Moi ciia hang cua Krispy Kreme san xuat tir 50.000 den 100.000 banh vong moi ngay - virot qua kha nang tieu thu ella cira hang. Scott Livengood, giam doe dieu hanh ella doanh nghiep, giai thich: "Ngoai gic tieu thu eao di~m, cluing toi eo cong suat du thua. Cong suat du thira la phan ehi phi ella doanh nghiep. Thay vi 10 tieu diet doi thii canh tranh, cluing toi bien ho tro thanh cong tac vien ngoai vi rei sir dung thai gio nhan roi d~ san xuat va phan phoi them banh vong eho ho se giup tang loi nhuan ella doanh nghiep". Krispy Kreme da su dung dan biy ea hoi d~ thu hut doi thu tieu thu hang them eho doanh nghiep. Oil eo nguoi co chap vin eho ding ban san pham qua sieu thi va ora hang tien dung se khien doanh thu ella nhtrng cira hang chinh se bi thiet hai, nhung ban hay xem qua so lieu kinh doanh ella Krispy Kreme. M9t co
sa
trung binh
cua
Krispy Kreme eo doanh so hang nam gin 3 trieu USD. Oil chi eo 276 cira hang tren toan mroc My vao nam 2003, Krispy Kreme chiem 25% thi phan ella banh vong ban ciia hang tien dung. Krispy Kreme san xuat hang nam khoang 2 ti chiec banh vong ban qua 276 cira hang (tire moi cira hang han 7 trieu chiec banh). Trong khi do, 3.600 ciia hang ella Dunkin' Donuts tren toan mroc My san xuat hang nam 2,1 ti chiec banh vong (tiic moi cira hang ehi han mra trieu chiec banh). Cac cira hang duoc nhuong quyen ciia Dunkin' Donuts eho ring day la sir so sanh khap khieng vi ho khong phan phci
a sieu
thi va
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banh vong rna ban tnrc tiep cho nguoi tieu dung qua h¢ thong cira hang ciia ho. Nhung ro ring bing each ket hop cac doi thii canh tranh tao thanh vcng tron tieu thu. Krispy Kreme da thanh cong khi su dung don b.ly diu tu va rna rong thi phan cua minh.
T If lin vai quan 101

JOE B,OXE:R"
Nam 1985, chang trai 27 tuci Nicholas Graham (Nick) roi bo thanh pho Calgary Canada d~ chuyen dtn San francisco. Su nghiep choi nhac rock khong du nuoi song anh. MQt lin khi khong du tien d~ mua loai ca vat dang la thai trang thinh hanh, anh quyet dinh sin xuat loai ca vat nhu the va gui ban trong thanh pho. Anh den g~p mot khach hang Macy's West d~ trinh bay mau ca vat, k~ ca nlurng mau co hoa van quai la. Liic do, Madonna dang pho bien loai quan lot ciia nam gioi. va gioi tre thi bit diu trio hru mac quan coc ra ngoai y phuc, Nguoi khach hang Macy's West noi ring hoa van tren mot trong nhtrng mau ca vat cua Nick co th~ tao ra mau quan dui in tuong. Anh quyet dinh lam thea goi y ciia co, va Cong ty JOE BOXERda ra doi.
Nick co nhtrng y nrong fit lap di, khac thuong, dieu nay v~ sau da tro thanh diu in rieng cho JOE BOXER.Nam diu tien. Nick du dinh se hot bac voi mau quan dui in hinh to 100 do la. MQt nguoi hang xorn tinh ca thay mau thiet kt in lua ciia Nick trong thung rae, va thong bao voi cinh sat. Ngay
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hom sau, nhan vien mat vu My den dieu tra vi nghi ngo anh lam tien gia. JOE BOXERbat ngo tao ra tin tire nong h6i eho gioi truyen thong. Tift ci cac to bao dia phuang va vai hang thong tan loan tin rang nhan vien lien bang da tich thu hang ngan chiec quan dui in hinh to 100 do la va chat dong dct bo. JOE BOXERbong nhien tro nen nci tieng va din din tao mot thuang hieu rna ai cling biet den. Y~uto giiip sin pham JOE BOXERban chay la do hoa van lap di, co tinh dua cot nhung khong xiic pham ai. N6i bat la miu quan dui co g<'inchit phan quang trong bong toi, mang dong chu "No, No, No" (y phan doi) khi den bat sing va "Yes,Yes,Yes" (y thuan long) khi den tit. Miu gay tuong nhat la mot khuon mat tuai cuoi tren quan voi em hroi the ra. Sing kien hai hiroc nhu the khien eho gioi tre dt thich thii.
a:n
T6e do phat trien eva cong ty tY l¢ thuan vcii mire do lap di eva Nick Vao nam 1993, anh giii tang Tong thong Clinton 100 chiec quan dui d~ kY niem 100 ngay nham chiic, Tim thiep dinh kern ghi: "N~u eng dinh thay d6i dat nuoc, eng nen thay d6i quan lot". Nam sau, Nick va Richard Branson, giam doc dieu hanh eva hang hang khong Virgin Airways, cling nci tieng vi nhung tro dua ki~u nhu t6 duic man trinh dien thoi trang quan lot tren cac chuyen bay dan dung. Cong ty can rna rong them dong sin pham bing loai quan ao lot danh eho phu mr liy ten JOE BOXERGirlfriend, va eho tre em lay ten JOE BOXERKids.
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D~n nam hoat dong thir 10, JOE BOXERda tro thanh mot hinh tuong van hoa moi trong xa hoi My. Madonna, sieu sao nhac pop nong bong da khoi diu cho xu huang thai trang moi, mac bo pyjama ciia JOEBOXERtrong phim Truth or Dare. Miu quan dui cia JOE BOXERcling duoc dua VaGphim anh. D~n nam 2001, mat hang ao ngii ciia JOE BOXERdanh cho thanh thieu nien chiem vi tri so mot tren thi twang My, va cling la sin pham co tee do tang twang cao nhat dci voi loai quan ao lot mau trang. Nick Graham da tao nen dieu thin kY khi xay dung thuang hieu hai huoc, co rna lire hip din voi rmrc tang twang 25% moi nam. rna khong can phan bel ngan sach quing cao. Voi nguoi di diu nhu Nick Graham thi can gi phai tieu ton cho quing cao?
Khi dU'ong may b, slit chi

Sau khi da dat rmrc tang twang thin kY, JOE BOXERco diu hieu chirng lai. Nick giao quyen dieu hanh cho nhan vien duoi quyen. con minh di khap nai dt quing ba sin pham bing nhtrng tro dua hai huoc, Liic nay, sin pham ciia c6ng ty khong dung lai mau quan ao lot truyen thong, rna lien tuc tung ra thi twang nlurng mat hang maio Nam 2000, JOE BOXERco 150 nhan vien va doanh so 100 trieu USD, nhung chi phi tang khong kern doanh thu, va co nguy ca virot tim kiem scat. Da bit diu phat sinh nhung kho khan khong the khong ch~, din den mon no 13 trieu do lao Nick quyet dinh ban JOE BOXERcho cac ngan hang diu tu, nhung kh6ng ai dong y mua.
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Nam 20m, JOE BOXER pham mot sai lim nghiem trqng. Nhom nhan vien quan ly do Nick moi tuyen dung da quyet dinh cham dill nhuong quyen san xuat cho mat hang do lot nil gioi vi muon JOE BOXER tu san xuat dang hang nay. TUy vay, hop dong nhuong quyen kh6ng quy dinh dieu khoan cham dirt ro ring nen doanh nghiep bi cham dill hop dong khoi kien. Toa an iing ho l~p luan ciia ho. phan quyet JOE BOXER vi pham hop dong va phai boi thuong 3 trieu do lao JOE BOXER dang g~p kho khan v~ iii chinh lai phai can
minh duoi ganh nang no nan nen kh6ng co kha nang tra khoan boi thuong. Nick lai tiep tuc tim kiem nguoi mua JOE BOXER d~ tim loi thoat nhung kh6ng ai dap iing. Noi bo c6ng ty co qua nhieu van d~ can giai quyet, vi phuong thiic kinh doanh co qua nhieu nii roo
Giai (Uu JOE BOXER

Vi ciiu tinh ciia Nick la Bill Sweedler, giam doc dieu hanh
ciia Wingsong Allegiance, mot doanh nghiep nhan nhuong quyen san xuat trang phuc bang Connecticut. Truce day, Bill da nrng lim viec mot c6ng ty thai trang nen anh co duit it kinh nghiem kinh doanh. Vao diu thap nien 1990, anh cling cha thanh lap C6ng ty Wingsong Allegiance.Ktfhoach ban diu ciia ho la thue cac co vung Caribe d~ gia c6ng san xuat quan ao nho gia thanh re vi quan he mau dich thuan loi. rei nhap khau vao mroc My. Loi nhuan thu duoc kh6ng cao nen ho muon chuyen huang. Thay vi san xuat gia c6ng, Wingsong
sa a
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Allegiance hop dong nhuong quyen cac thuang hieu khac, tu san xuat rei gill ban san pham cac trung tam bach hoa.
Chien hroc moi dat thanh cong han, nhung Bill nhan ra ring khoan chi Ian nhat ciia Wingsong Allegiance la phi nhuong quyen. Anh muon co thuang hieu cho rieng minh, nen d~ tam nghe ngong. Khi nghe thong tin cac ngan hang diu tu dang dinh gia JOE BOXER, Bill cling quan tam den. Khi anh den San francisco VaGmot buoi chieu thii Sau d~ noi chuyen voi Nick, JOE BOXER da soan xong thong cao bao chi v~ viec tuyen bo pha san. Bill thuyet phuc ho doi den ngay thii Hai d~ hai ben co th~ ban bac cac phuang an. Oil cho JOE BOXER dang vi tri chong chenh, Bill van nhan ra ca hoi tiem in: JOE BOXER da tao tieng yang va co thi truong nhat dinh My. N hung yt'fu to nay dap iing giac rna v~ mot thuang
hieu 6n dinh bay tau ciia anh, cong voi niem tin rang minh du kha nang d~ Vl!Cday JOE BOXER, nen anh lap nrc mua JOE BOXER va tro thanh giarn doc dieu hanh chinh. Mot trong nhirng viec diu tien anh lim la tiep xiic voi Kmart d~ thao luan v~ hop dong nhuong quyen. Vao hie nay, Kmart dang tren da di len, va Martha Stewart vira gia han hop dong nhuong quyen voi ho. Bill bitt ring neu kY duoc hop dong Ian voi Kmart, Target hoac Wal-Mart, anh co th~ rna rong thuang hieu nhanh han la gui ban
a cac trung
tam bach
hoa. Bill d~ nghi ky mot hop dong doc quyen voi Kmart cho thuang hieu moi "Republic of Joe". Nhung Kmart muon diroc doc quyen thuang hieu JOE BOXER, va Bill tra lei: "Khcng th~ duqc! ". Cuoc thuang hrong cham dill sau do.
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Hai ngay sau, dai dien ciia Kmart goi lai va hoi "Anh muon bao nhieu?". Do la cau hoi khien cho qua tim ciia doanh nhan nao cling dap thinh thich. Hai ben nhanh chong thuang luong dif dat thoa thuan cuoi cling. Thee rna hinh kinh doanh truyen thong, Bill phai tiep xiic tung trung tam bach hoa va m~ng luoi ban Ie, thuyet phuc moi noi bay ban san pham ciia JOE BOXER. Tiep do, anh phai chuan bi tang day chuyen san xuat, them von diu tu, giam sat cac cong doan san xuat, phan phoi san pham den nhung co ban le khac nhau, va giai quyet vo so nhung cong viec dieu hanh. Do cling chinh la con duong dua JOE BOXER ciia Nick Graham lam van canh khon don.
sa
Voi rna hinh kinh doanh moi. Bill da lim thay deli dien mao ciia JOE BOXER.Trang vong 4 thing sau khi mua lai JOE BOXER, Bill kY hop dong nhuong quyen cho Kmart. Hai ben cling co loi. Kmart doc quyen co thuang hieu ciia JOE BOXER giiip tang uy tin ciia san pham bay ban. JOE BOXER duoc loi the nho he thong phan phoi rong rai den cac cira hang ciia Kmart voi tren 130 trieu hrot khach hang moi nam. JOE BOXER cling tiet kiem duoc chi phi Quang cao va tiep thi vi do la trach nhiem ciia Kmart. Thee Jim Adamson, giam doc dieu hanh ciia Kmart, doanh thu tir san pham JOE BOXER virot xa mire mong doi va la san pham thanh cong in tuong nhat trong lich su ciia mang luoi ban Ie nay.
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Hay mir fqng Ihwng hi~u Khong mir fqng tong Iy

Ngoii viec cung img san pham ciia JOE BOXER den 2.100 ciia hang Kmart trong mot giai doan ngan, Bill con diy y niem don biy tien them mot buoc, Theo hop dong, chinh Kmart - chii khong phai JOE BOXER - nhan trach nhiem san xuat. each lim nay da giiip Bill da xoa be mot khoan chi phi hoat dong khong lb. Cia day, JOE BOXER khong con phai 10 mua nguyen vat lieu, san xuat vi van chuyen thanh pham. Khi duoc giai phong khoi moi ric roi v~ dieu hanh, doi ly thuang hieu. Voi mo hinh ngu nhan vien ciia Bill tap trung toan bo tam tri VaG viec phat trien san pham moi va quan moi, doanh thu hang nam ciia JOE BOXER cao han nhung
chi phi dieu hanh thap han. Hien gio, ca cong ty JOE BOXER chi co 15 nguoi. so voi 150 nguoi truce kia. Tom lai, bing each mua lai mot thuang hieu co tieng tam nhung gap kho khan vi su dung don biy dua tren the manh ciia thuang hieu nay, Bill da vue day va chuyen JOE BOXER di thea mot chien
huang hoan tcan moi. Quyet dinh vo
cling nii ro nay lai la mot chien hroc khon ngoan. Bill nci: "N~u ban dung tht tien xa".
a mot
Nhu lei
V! tri qua an toan, ban khong
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Di tim diem tl}ll don bay

Tnroc khi Jim Kock xuat hien tren thuang tnrong, moi nguoi deu tin ring phai dich than tham gia true tiep VaGquy trinh nau bia thi moi kiem scat duoc chit hrong bia. Nhung Jim Kock da lam moi nguoi thay deli each nhin khi gay dung thanh cong cong ty Boston Beer tri gia 200 trieu USD va thuang hieu Sam Adams uy tin bing each tap trung VaG diem tua don biy ciia chit luong, thay vi co nr minh 10 toan moi viec. Bing tnrc giac. Bill Sweedler da thay ducc sire manh cung nhu nhung han che ciia thuang hieu JOE BOXER. Chinh vi vay, khi mua lai JOE BOXER, Bill da dua cong ty tho at ra khoi ranh gioi truyen thong bing each tao nen mot ca cau hoat dong nham tang doanh thu va dan gian hoa he thong quan ly. Krispy Kreme dua san pham banh vong den voi khach hang qua nhirng kenh tieu thu "ngoai vi" von co vi the canh tranh tnrc tiep voi cong ty nhu 10 banh, sieu thi va ora hang tien dung. Thuc ra day la nlurng no lire khuyen khich sir canh tranh va tang doanh thu ciia Krispy Kreme. N~u ban muon lam eho mot y tuong thuc str Ian manh, hay tim diem tua don biy. V6i diem tua don biy, ban co th~ "nang" thuong hieu cua cong ty len rna khong phai bo fa chi phi qua nhieu hoac rna ro ng qua muc quy mo. Chinh diem nra nay se khoi nguon eho nhimg y tuong kinh doanh cua ban.
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KHONG NGAN NGAI , SAO CHEP , 7 Y TU'O'NG HAY
A. A.
...
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khi thanh ltJ,pcong ty chuydn pluit nhanh Fedlix bang eden su dung m¢t trung tam chuydn tiep dd pMn phoi buu ki~n tren toan nucc MY. Thay vi chuyin cho- m¢t ki~n hang tu New York thdng den Boston, nguOi ta se chuye'n qua Memphis, dua len m¢t chuyen bay uhdc dd chuydn di tiep. Phuong phdp nay ro rang 10.hem hisu qua
neu chi co m¢t giao dich, nhung lai co nang sud: cue
Co
ve nhu Fred Smith da dua ra m¢t
tuimg day sang tao
kY
cao neu co
nhieu giao didi trong cung m¢t mifng luoi. ThtJ,t ra
tuimg nay khong pluii 10.mai la vi no da tung dUI!C
dp dung 0- cdc t6ng dai trung chuydn trong mang vien tnong. TUy
nhien Fedbx da tao ra m¢t bu6c dqr phd khi dp dung vao vi~c vqn
chuyen buu ki~n. Fred giai thich: "Chac chan 10.toi da khong phdt minh ra
tuimg nay. H~ thong buu di~n 0- An D¢ va hang hang
,c
khong Delta Airlines deu da dp dung. Nhung toi 10.nguOi tien phong khi dp dung no vao Iinn vue chuye'n piuit nhanh ". Nhiing
tuang hay Iuim can dUI!Choc hoi. Dieu quan trQng 10.
ban phai phdt huy dUI!Ctoi da tinh hi~u qua va thanh cong CLlay tuong do khi dp dung vao lint: vue kinh doanh cua rieng ban.
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Theo bUGC chan nguiri lien phong

Gary Hoover du dinh
rna
mot cira hang ban Ie khi ong
con 13. nhan vien phan tich nganh ban Ie cho Wall Street. Sau khi nghien ciru va tong hop nhieu nguon thong tin, ong nhan thay hinh thiic sieu cira hang se la mot
y nrong
co tinh dot
han vao mot linh Vl!C san pham chir khong rna rong nhu cira hang bach hoa, nhung nhung cira hang se co mat bing rong, thong thoang bay ban nhieu mau rna va cluing loai khac nhau. Cang nghien ciiu y nrong nay, ong cang them tin nrong vao tinh hien thirc va kha thi ciia no trong tuang IaL Nguoi khoi diu cho y tirong nay la Charles Lazarus voi sieu ciia hang Toys "R" Us dat tai Washington, D.C., chuyen kinh doanh db chai tre em voi gia reo 6ng da tao nen mot hien nrong va din tro thanh cong ty IOn nhat trong linh Vl!C kinh doanh db choi. Cluing kien sir Ian manh cua Toys "R" Us, Gary muon tim hieu v~ cong ty nay. Vi day la cong ty c6 phan, moi so lieu deu duoc cong khai nen ong co th~ hieu duac mo hinh va co cau t6 chirc cua no.
pha trong nganh dich vu ban le. Hinh thiic nay tap trung gioi
Du hinh thiic sieu rna hang hie do chi moi ap dung trong Iinh yVC db chai, nhung ong van tin rang no se Ian rong va thanh cong nhirng linh yVC khac, Rbi ong liet ke tlnr mot danh sach nhimg linh yVC ban le khac nhu: phu tung 0 to, dich vu va v~t lieu xay
dung, sach, bang rna nhac va dung cu th~ thao. Va sau bay nam
lien tuc nghien ciru va tim hieu co hoi, Gary da chon sach lam linh
yVC
kinh doanh rna minh vi ong von la nguoi dam me sadi.
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Trang mot lin tham du hoi cho sach, 6ng nghe nhieu lei than tho vk. vien canh u am ciia nganh kinh doanh sach. Nhirng nguoi lam sach dua ra nhung con so thong ke cho thay cac phuang tien nghe nhin hien dai da lam giam din thoi quen doc sach ciia moi nguoi. Da so
y kien
nhat tri ring
nganh xuat ban va kinh doanh sach kh6ng co tuang lai. Gary van virng tin van quyet dinh cua minh: 'T6i kh6ng hieu sao minh van lac quan khi nghe nhimg th6ng tin t~ hai nhu the. T6i cam thay phan khich vi kh6ng ai nghl den y tuong sieu cira hang. Vi vay, toi tin minh dang nam trong tay loi the chien thing". viec tim kiem khoan diu tu 3 trieu USO d~ rna mot sieu cira hang diu tien, Th~ nhung ai cling cho ring day la mot y tirong phi hien thuc, Dik.u nay buoc 6ng phai dieu chinh lai k~ hoach. Du k~ hoach kh6ng suon se nhu mong muon nhung dieu chinh nay it nhat da dem lai 300 ngan USO tien von diu tu ban diu.
sir
Voi dong luc manh me, Gary nhanh
chong bit tay van
Sau khi da co von trong tay, 6ng phai can nhac den dia diem d~ pho rna tY l~ doc sach ciia nguoi dan cao nhung co chi phi kh6ng qua dat do. 6ng liet ke ra bon thi tran nho nhung co tnro ng dai hoc Ian: Ann Arbor, Madison, Research Triangle Park, va Austin. Cuo i cung 6ng chon Austin, nai co tnrong Dai hoc Tong hop bang Texas, va rna cira hang diu
rna
ciia hang diu tien. 6ng muon tim mot thanh
tien nam 1982.
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Gop nh~1Ihanh (6ng

Khi chinh thtic nhap cuoc, Gary ap dung phuang thiic cot 16i ciia Toys "R" Us: so hrong khong 16 va gia thanh ha. Liic nay, B. Dalton Bookseller va Waldenbooks dang chiem linh thi truong voi hang tram hieu sach dat trong cac trung tim bach hoa. Gary da lam cuoc dot phi khi cira hang Bookstop diu tien co dien tich sir dung len den 1.000 m", 6ng cling co sang kien moi ngay giam gia cho mot s6 tva sach. Cling thea each ciia Toys "R" Us, khi Bookstop 100 manh, Gary thiet lap ba trung tim phan phoi cac bang Horida (mien Dong), Texas (mien Trung - Nam) va California [mien Tay] d~ phuc vu khap
mroc
My.
Gary dong thoi trien khai nlurng y nrong hay rna ong gop nhat cac linh Vl!C khac, Mot hieu sach dien hinh thirong co 16i di chinh gnra, con Bookstop cua ong d~ mot khoang trong hinh trai xoan giua. thea miu thiet k~ vay muon ciia sieu thi. Gary cho trung bay sach best seller a phan cuoi. sach thieu nhi va tap chi hai ben. Voi each sip xep nay, khach hang duoc "din du" di khap ora hang. 6ng cling thich thti voi y tirong ciia cira hang dien tu gia dung Radio Shack: hru tnr ten va dia chi cua khach hang d~ tiep thi them sau nay. Nhung eng khong muon lam phien khach hang khi ho dang tim kiem sach trong ora hieu. nen eng nghi ra each moi: tang khach hang mot phieu giam gia 10% cho quyen sach mua k~ tiep neu ho dien ten va dia chi van phieu. Bookstop cling thu thap thong tin v~ tva sach khach hang mua va so Ian mua sach. 6ng la nguoi diu tien thiet l~p the khach hang trung thanh trong linh Vl!C kinh doanh sach.
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Bing each gop nhat y tirong hay nr nhieu nganh nghe khac nhau va ap dung vao linh vue kinh doanh ciia rieng minh, Gary da gay dung Bookstop thanh doanh nghiep ban Ie sach Ian thir tu tren toan nuoc My. Nam 1989, Barnes & Noble mua lai Bookstop va Bookstop tro thanh phan dui hrc trong m~ng hroi sieu ciia hang ciia Barnes & Noble.
Nhung y Iwng hay luon cal canh

Khi Gordon Bethune nhan duic dieu hanh Continental Ai- I'· rl mes Airlines, hang hang khong nay dang rei vao tinh trang sip pha san. Sau 10 nam 10 giam chi phi, tung doi ban quan tri da cit tien luang, sa thai nhan vien, lim phat long hanh khach, va khien tinh thin lim viec ciia moi nguoi xuong den miic thap nhat. Continental Airlines dang dung vi tri cuoi cling trong bang xep hang theo chi tieu khoi hanh dung gio. Cac chuyen bay ciia Continental Airlines thuong den qua muon khien hanh khach khong th~ di tiep chuyen bay ket noi tiep theo. Vith~, moi nam Continental Airlines phai chi 5 tY USD d~ giai quyet yin dk. nay. Khi chinh thiic nhan nhiem VlJ" Gordon Bethune hieu ring hai viec truce tien eng phai lam la vue day tinh thin lim viec ciia nhan vien va khin truang ngan chan nan chay mau tai chinh.
Continental
VlJ,
Diu tien. Gordon tuyen bo eng se thuong moi nhan vien bit kY cap nao 65 USD cho moi lin Continental Airlines
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dung 5 hang diu trong bang xep hang hang thing thea tieu chi khoi hanh dung gio. Do la mot muc tieu ro ring, cu tht va phil hop vao hie nay. Gordon nghi muc tieu dan gian va gin v6i loi ich se thoi thiic moi nguoi lam viec, Di~u quan trong khong kern la viec nay se giiip phuc hoi long hanh dien va tinh thin tap tht trong tcan cong ty. Trong vong mot thing, Continental Airlines yuan tir hang chot len hang tu trong bang xep hang. Tit ca nhan vien deu nhan duoc tien thuong true tiep bing ngan phieu 65 USD, khong phai cong vao tien luang cuoi thing. Thing tiep theo, Continental Airlines yuan len hang nhat. So tien thirong tong cong 2,5 tl USD,van con kern xa so v6i 5 tl USD do may bay den tr~. Sau thai gian lien tuc nam trong 5 hang diu, Gordon thay deli che do thuong: mire thuong se la 100 USD cho moi lin dung trong 3 hang diu. Gordon in dinh che do nay se duoc thuc hien van thing 1 nam sau, nhung khi Continental Airlines duoc xep hang nhat vao thing 12, eng van phat thirong 100 USDcho moi nhan vien du miic thuong nay chua co hieu lire. Tcan the nhan vien deu vui mung, va nhan ra sir quan tim that sir ciia cap lanh dao. Co nhieu y~u to khac giup Continental Airlines vue day, nhung hinh thiic thu6ng neu tren la diu hieu ro nhat dt nhan vien hieu ring ho co tht tao ra chuyen bien tot neu biet lam viec v6i nhau trong tinh thin tap the. Gordon noi: "65 do la la lei cam an cho tinh thin hop tic, dean klh ciia moi nguoi vi muc tieu chung. Mtic thirong nhu the khong phai la nhieu,
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nhung do la phan thirong tinh thin d~ danh gia cao su chuyen bien tich cue trong tinh thin lam viec". Nhimg nha lanh dao khac trong cung nganh hang khong cling hoc thea y AMERICA WEST tuong ciia Gordon. Khi Jeff McClelland AIIRLINES· nhan chtic vu Chii tich ciia America West . . . arne r i c a wes t rc o m VaG nam 1999, hang hang khong nay dang roi VaGgiai doan khiing hoing. Dich vu khach hang long leo, tinh thin lam viec ciia nhan vien sa siit, va hang lai vira bi chinh phii phat vi sir y~u kern trong khau bao duong may bay. Ap dung y nrorig cua Continental Airlines, Jeff thuyet phuc giam doc dieu hanh moi la Doug Parker d~ ra miic thirong 50 USD moi lin America West dung ba hang diu thea tieu chi khoi hanh dung gio.
--'
Tiep thee, ho rna rong chuang trinh thuong: 50 USD moi lin America West dung trong ba hang diu thea tieu chi tY l~ khoi hanh dung gio hoac thea rmic do than phien ciia khach hang it nhat. Ching bao lau, til V!tri cuoi cung, America West yuan len diu bing. Tinh thin nhan vien tang cao va America West hoi sinh tro lai. Jeff, cuu phi cong hai quan cua America West noi: "Khi toi moi den day, nhan vien khong muon nguoi khac biet la ho lam viec cho America West. Con bay gio thi hoan toan nguqc lai, moi nguoi thuc sir tu hac khi duoc lam viec America West".
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Tam
SO'
hqc d~o
11 hay dieu hanh. Neu kho khan hoac din than vao
Kien thtic la vo han. Kh6ng ai co th~ nam bit toan bo moi
van d~, cho du ban dang la nguoi qUID

ban phai lam vao tinh huong linh
Vl!C
kinh doanh
can qua moi me, dimg tu co gang xoay luru ich. giam doc dieu hanh ciia Krispy Kreme, da
xo mot minh rna nen tim den nhimg nguoi co van tin c~y d~ co duoc lei khuyen Scott Livengood,
biet ap dung each thiic nay khi
rna
rong m~ng luoi tieu thu
ngoai vung D6ng Nam nuoc My. Day la mot chien luoc kha
nii ro nhung 6ng vi'in quyet tim thuc hien. Dich than 6ng den
tung nai, g~p go chii cac nha hang va c6ng ty 1m thuc, tim hieu nhirng ngaya kho khan cling nhu Oakbrook,
kY
vqng cua ho. 6ng
hru lai ba va
Illinois, trung tim chinh ciia McDonald,
noi chuyen voi 20 nha quan tri cac phong ban. Scott cho biet: "Ho san long chia se kinh nghiem quy gia voi t6L T6i da gap go giam doc dieu hanh cua moi m~g tim hieu con duong di den thanh luoi nha hang Ian d~ c6ng cua ho" .
Thai gian bo ra d~ hoc hoi tir nhung c6ng ty khac that dang gia, d~ roi trong vong ba nam 6ng da rna rong Krispy Kreme tir mot co toan mroc My. Tap chi Restaurants & institutions chon Scott la "Ciam doc dieu hanh ciia nam". chung linh co nhung
sa
sa nho
vung D6ng Nam thanh
tren 300 co da binh
Ngiroi co van kh6ng nhat thiet phai la nhung nguoi cung

Vl!C
kinh doanh voi ban. Bitt cu linh vue nao cling quy gia d~ ban hoc hoi va van dung.
kinh nghiem
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Khi Lawrence "Larry" Perlman
tiep nhan
Control
Data vao
giira thap nien 1980, cong ty san xuat dia orng nay dang bi
chay mau tram trong. Control Data ngay cang thua 10 do ap

lire canh tranh vcii san pham co chat luqng cao va gia thanh ha han til cac cong ty Nhat Ban. D~ tim hieu each thiic cai thien quy trinh san xuat, Larry danh nhieu
thai gian luu lai cac nha may ciia Toyota va

thiic kinh doanh
Seiko tai Nhat nham nghien ciiu phuang
ciia ho. 6ng con gui nhan vien den Nhat d~ hoc hoi each thirc nguoi Nhat t6 chuc va van hanh cong ty. Ktt hop kinh nghiem cua Toyota va Seiko, Control Data cit giam lap nhan vien quan tri cap gina, dat trong tim tang cuong ky nang chuyen mon ciia cac nhorn san xuat, va giao cho ho quyen it! quyet dinh chi tiet hoat dong cap ca Bing each nay, Larry nhanh chong loi nguqc dong, dao nguqc tinh the cua Control Data.
sa.
Ma fqng tam nhin
TARGIEl:.
Vao
giira thap
men
1980, dich vu khach
hang ciia Target bi xuong cap khien khach hang bit man va co nguy ca nit lui. George Jones, pho chii tich phu trach dieu hanh cira hang, nhan ra van d~ nan giai nay va quyet tim diu tu them cho dich VlJ khach hang.
Sau nhieu thang nghien ciru moi truong van hoa tai nhieu cong ty khac nhau, George ap dung chuang trinh dich VlJ
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khach hang ciia cong vien giai tri Walt Disney. Thee do, Target sip dat them nhan vien d~ he tro khach hang va khach hang duoc doi Win trong nhu "nhirng vi khach mci". Dong thai, cong ty cling noi rong nhimg quy dinh nghiem ngat gay kho khan khi giai quyet van dk. ciia khach hang, va cho phep nhan vien co quyen tu quyet trong mot vai tinh huang. George cling nhan thay ring moi khi cap lanh dao d~n tham cira hang, nhan vien thuong rei van tu the phong thii, hiem khi san long dong gop y kien. Vi vay cac cuoc tham vieng tro nen bat trang trong va it khi duoc thong bao tnroc. Cong ty can rna nlnrng khoa dao tao va huan luyen nhan vien vk.viec thau hi~u dong luc khach hang va xay dung thai do nhiet tinh trong cong viec.
xu
Target can d6i ton chi ciia cong ty, til "Didi V1f. Chon" Tt: thanh "Djch V1f. Chon Co Tn! Chip" d~ th~ hien chieu huang 'tV phuc VlJ moi. Floyd Hall, ciru giam doc dieu hanh ciia Target giai thich: "George tin tuong manh me van y nrong va chuang trinh huan luy~n cua Disney. Thee thai gian, nhimg y nrong do da duoc chirng minh la hieu qua th~ hien qua nhirng con so doanh thu tang din moi nam". Randy Darcy, pho chii tich cap cao phu trach ciia General Mills, da nho NASCARtu van khi cong ty dang tim General Mills each cii tien hoat dong ciia mang luoi cung cap. General Mills la thuang hieu ciia cac loai banh quy ngot, banh quy man, banh lat va sua chua. Vci quy trinh san xuat hien tai, General Mills mit bon
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gio nroi d~ chuyen day chuyen sin xuat mot loai banh qua sin xuat loai banh khac. V6i sir tu Yin ciia NASCAR,General Mills quay phim cong viec thay deli day chuyen sin xuat rei ci nhorn phu trach cling nhau phan tich d~ tim ra each thiic cai tien quy trinh. Ket qui la ho giim thai gian thay deli day chuyen xu6ng con 12 phiit. Khi thir nghiem thanh cong tai mot co General Mills da nhan rong phuang phap nay ra moi co con lai. Theo Randy Darcy, y tuong hoc ducc tir NASCARda giiip General Mills tiet kiem hang trieu do lao
sa, sa
Randy tiep we tim kiem y tuong moi nhung nai khac, Khi biet do i dac nhiem SWAT(Special Weapons and Tactics Vii khi va chien thuat dac biet] ciia lire hrong SI quan tu phap My noi tieng vk.hanh dong nhanh gqn va hiru hieu. ong gui nhan vien tham dir khoa huan luyen doi SWATd~ tiep thu each lim viec tap the. Dua tren kinh nghiem nay, General Mills thay d6i che do thuong. Theo he thong quin ly cu. moi bo phan duoc giao tung chi tieu rieng biet. Hau qui la bo phan mua sam mua bao bi mong d~ tiet kiem chi phi, gay kho khan cho bo phan sin xuat hoac phan phoi. Vi the. mac du bo phan mua sam duoc thuong, nhung toan bo day chuyen cung cap khong dat duoc chi tieu. V6i he thong quin ly moi, khong bo phan nao duoc thuong neu ci day chuyen cung cap khong dat chi tieu chung do cong ty dk.ra. Vithe, de bo phan thuong xuyen gop y, nhac nho va dec thuc cong viec lin nhau d~ co duoc ket qui tot nhat.
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Hq( hoi tlr ngU'irigioi nhdt

Neu thay co y tuong nao hieu qua, du khong thuoc linh vue kinh doanh ciia ban. ban hay thir nghien ciru d~ xem lieu y tirong do van dung duoc voi cong viec ciia ban khong. Doug Hoover da xay dung Bookstop thanh sieu cira hang sach dau tien My bing each hoc thea y tuong kinh doanh va phan phoi ciia Toys "R" Us voi thiet kt mat bing thea kieu sieu thi. 6ng cling mucn mot y tuong ciia Radio Shack d~ thiet lap the khach hang trung thanh dau tien trong linh vue kinh doanh sach.
Target hoc hoi nai Disney, va General Mills tim toi nai NASCAR d~ tiep thu y tuong nham cai tien tong th~ cong ty.
Khong nhat thiet hie nao ban cling phai tu rninh nghi ra
y tuong moi hay dua ra moi giai phap, Tuc ngir co cau "Trau
cham uong nuoc due" , nhung tren tlurong tnrong ngmri cham vj_n co th~ thanh cong khong kern nguoi di tnroc,
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Chuang S
TAP TRUNG VAO , ~ THE MANH •
~
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Thoqt nhin, mQr mqng luoi eLla hang ban bdnh mi k?p thjt, mot cong cu tim kiem tren internet va mqt cong ty phein mem khOng co aie'm nao wang aong. Nhung thuc ra, in-N-Out Burger, Coogle va Borland co mQr aie'm chung ve ma: chiefl luoc kinh doanh: tqp trung chuyen sdu vao mQr san phdm ae'san phdm ao phdt trien vuot bqc, au sue conn tranh v6i moi aOl thsi. Da dang noa ae' ma rqng dong san phdm co tM la huong ai tot nhung mang nhieu yeu ui ni! ro. Dieu nay khOng co nghla la ban hay aung yen tai mqt vi tri, ma ban nen phdt huy va duy tri the mann cua minn at tao aie'm tua viing chac cho vi¢c b6 sung, da dang hoa aing nhu me rqng quy mo cua cong ty sau nay.
Tao ..
SO'
khac biet .
Nam 1948, doi vq chong Harry vi Esther Snyder khai
truang In-N-Out Burger. Day la cira hang phuc VlJ thiic an diu tien danh cho khach di xe 6 to. Cira hang In-N-Out Burger khong trang bi chiec ghe nao: thay via do la nhirng 6 dau xe
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cho khach hang. Chien hroc kinh doanh ciia In-N-Out Burger la dat chat hrong quan tnrong. tam Ba nam sau, Harry va Esther len hang diu, khong nhieu den viec tang
rna
cira hang In-N-Out
Burger thii hai roi tich hry loi nhuan lon manh.
d~ tai diu tu va nrng buoc cong ciia
Di~u khien nhieu nguoi ng~c nhien v~ sir thanh
In-N-Out Burger chinh la chii truang co ve nhu ngan chan sir phat trien. Thuc dan gorn co 3 mon: banh mi kep thit hoac pho mat cung khoai tay chien va mroc giai khat. Va chi dung lai
a do!
Khong trang mieng, khong ca phe, khong thuc
dan diem tam. Khong co bit cir mon gi khac. Va In-N-Out Burger da duy tri thuc dan nay han 50 nam qua. Neu co thay
deli, co le do la them mot loai mroc giai khat trong thap nien vira rei. D~n tan bay gio, phuang la: "Chit hrong la hang diu. se duoc thuong ciia In-N-Out cham ciia In-N-Out Burger yin In-N-Out Burger, khach hang
thtic thiic an tuai nhat, ngon nhat, voi dich vu Burger duoc tnr dong lanh. Khong co mon nao
than thien trong mot khong gian sach se" . Khong co men nao duoc giir am duoi den ham nong. That vay, khong ora hang nao duoc trang bi den ham nong. 10 vi ba hoac tii dong. MQi thii deu duoc che bien ngay khi khach hang goi, co nghia la khach hang phai cho doi lau han nhung khong ai 11y the lam phien ha. Hang nguoi dai dung cho den hrot minh da minh cluing cho dieu do.
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Thay vi da dang hoa thuc dan, Harry va Esther don no hrc cham 10 cho chat IUQng va dich vu. D~ dim bao doi ngu nhan vien than thien va lanh nghe. In-N-Out Burger tra luang nhan vien cao han so voi nhung cira hang khac, va dat mire thuorig cho nhirng quan It cira hang nao co thanh tich cao nhat la mot chuyen du lich mroc ngoai. Thai gian trung binh mot nha quan It lim viec cho In-N-Out Burger la 12 nam, so voi 1 nam trong toan nganh dich vu an uong. Nhan vien huang luang theo gio luu lai voi In-N-Out Burger trung binh la 2 nam, so voi 10 thang trong toan nganh. Esther giai thich: "Nhan vien phuc vu la nlnrng ngiroi rna khach hang thay mat. Hq tnrc tiep nghe khach hang gqi mon an va chuan bi mon an, nen vai tro ciia ho Tit quan trong. Chung toi muon co nlurng guang mat vui tuai, rq.ng ro khi tiep xiic voi khach hang". Nam 1997, tap chi Restaurants & institutions da binh chon cac cira hang In-N-Out Burger cung img mon banh mi kep thit ngon nhat nucc My, du hie do tn-N-Out Burger chi hien dien bang California va Nevada (bay gio co them Arizona). Sau do, In-N-Out Burger lien tuc duqc xep hang nhat vt chit hrong, thiic an tuai, gia ci, dich VlJ., khong khi than thien, va tinh trang v~ sinh. Carl Karcher, nguoi sang lap chuoi nha hang Carl's lr, cho biet: "Moi nguoi trong nganh dich VlJ. thiic an nhanh deu ganh ty voi In-N-Out Burger. Trong khi ai cung tim each gioi thieu them sin pham mci nam, chi co In-N-Out Burger vin giit nguyen thirc dan rna danh bai tit ca.".
a hai
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In-N-Out Burger da cluing minh ring khong can co mot thuc dan that nhieu men va cling chang can phai lien tuc thay d6i. Chi can ban chuyen sau vao mot san pham, roi ban se co nhieu khach hang trung thanh den voi san pham ciia ban.
Gill' vung I@p Irwng

lung Silicon, neu ban lam viec cho mot tap dean noi tieng trong nganh cong nghe thong tin nhu Apple, Oracle, Sun Microsystems hoac Netscape, nghia la SlJ nghiep ciia ban dang tien trien rat tot. Ban se tro nen nci tieng han khi nam gill trong tay nhieu c6 phieu ciia cac tap dean nay. Nhan vien ciia Amazon (tuy tap dean nay toa lac a Seattle, khong phai a thung lung Silicon), ciia Yahoo hoac eBay cling the: tro nen noi tieng khi gia tri c6 phieu ciia cong ty ho tang voi toe do chong mat. Trong boi canh nhu the, diroi cai bong ciia eBayva Yahoo, mot cong ty hau nhu khong duoc ai dui y d(fnda yuan len tro thanh mot hien tuong thanh cong vuot bac trong lich su ciia thung lung Silicon. Ditu dac biet nhat la cong ty nay da n6i len til mot linh VlJC rna cac hang Ian khong nhung bo qua rna con xem nhe.
6 thung
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T~p Irung va chuyen sau

Hai nghien coo sinh, Tien 51 Larry Page va Sergey Brin, khong nghi minh se co ca hoi tro thanh ti phil khi g~p nhau Dai hoc Stanford. Thirc ra, khoi diu tinh each ciia ho khong hop nhau. Sergey, nguoi goc Nga, theo hoc Dai hoc Maryland, can Larry Dai hoc Michigan. Hai nguoi thuong xuyen bit dong y kien v~moi van d~. Chi duy nhat mot viec ho cung quan diem la tim kiem phuong thirc moi d~ giai quyet viectruy tim thong tin tir ca dir lieu khong 10- mot trong nlurng thach do kho khan nhat trong linh Vl!C cong nghe thong tin.
sa
Cong cu tim kiem tren Internet da duqc khai thac boi mot bo doi noi tieng khac Stanford: David File va Chih-Yuan "Jerry" Yang. Ca hai da lap nen Yahoo duoi hinh thiic mot danh ba website, rei tung ra cong cu tim kiem thuong mai diu tien tren Internet vao nam 1998. V6i 80 trieu nguoi su dung, Yahoo chiem thi phan 32 ti USD, va chi trong vong mot nam, gia tri mot cb phieu ciia Yahoo da tang tir 28 USD den 386 USD. Yahoo can cung cap hop thu dien tu mien phi, quang cao ca nhan, va nhieu dich vu khac d~ d6i liy quang cao. Ky phung dich thii Excite chien diu voi Yahoo d~ gianh V! tri tren linh Vl!C nay nhung cuoi cung da thua tran.
Khi da phat dat, Yahoo tach xa din coi r~, ha chirc nang tim kiem tren Internet xu6ng hang thii y~u. Cac nha quan ly trang web khap the gioi nhanh chong khai thac kha nang ciia
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phan mem Yahoo. Co them nhieu trang web, Yahoo tro nen kern hieu qui. H~ thong chay i ach, va klh qui truy tim giam chinh xac, Nhan thay tinh trang nay, Larry va Sergey nay sinh
tuong moi cho viec truy tim tren Internet. Hai nguoi hop tic voi nhau d~ tao nen mot cau tnic chuang trinh moi rei trien
khai c6ng nghe moi thea
y tirong
nay.
Hq miet mai lim viec trong phong tro ciia Larry va dung the tin dung d~ mua phu kien lap nen may chii. Hai chang nghien ciiu sinh tung thieu di xin hoac hoi muon bit
kY cau
kien nao ho tim thay. Hai nguoi tin chic ring minh da tim ra mot c6ng nghe moi. chi con thieu tai chinh d~ dua VaG khai thac, Larry va Sergey tiep xiic tit ci cac c6ng ty soan thao phan mem truy tim tren Internet d~ nhuqng quyen su dung, nhung chang ai quan tam den. Moi nguoi deu cho ring ket qui tim kiem chi can dat 80% la tot roi. Du ai cling c6ng nhan ring
chuang trinh ciia Larry va Sergey cho ket qui chinh xac han
nhung kh6ng ai muon mua nhuqng quyen. Larry va Sergey cam thay hoang mango Ca hai biet ro ring duic nang tim kiem nay co tim quan trong, nhung khong hieu sao ho khong nhan duoc SlJ ling ho ciia moi nguoi. Hq dean chic ring trong tuang lai, SlJ bung nb ciia cac trang web se khien viec tim kiem g~p nhieu kho khan han. Hq kh6ng quan tam den viec tro nen noi tieng rna chi muon trien khai c6ng nghe moi giup tang hieu qui truy tim tren Internet. Sau nhirng no luc tim nguoi nhuong quyen kh6ng thanh c6ng, Larry va Sergey quyet dinh 1lJ xoay xo d~ thanh lap c6ng
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ty rieng. "Co hoi lucri tim in trong moi
nii ro ". Day chinh la
buoc ngoat Ian cho sir nghiep ciia hai nguoi.
Cai lien san pham

Trong khi cac doanh nghiep Internet khac dang di len, Larry va Sergey quyet dinh roi Dai hoc Stanford, tam ngung chuang trinh lay bing Tien SI d~ l~p kt hoach kinh doanh va
keu goi cac nha diu tu. Voi sir giiip do ciia cac giao sir, ho nhanh chong nhan duqc sir quan tim ciia mot so cong ty Ian. Andy Bechtelstein - mot trong nhung nha dong sang lap ra Sun Microsystems, cue kY in tuong voi cong nghe mill ciia hai nguoi va viet ngay mot chi phieu tri gia 100.000 USO. Oil vay, phai cho them mot thang mra ho moi linh tien mat, vi van thai diem do Google tham chi con chua ton tai. Hq chinh thiic dang
usn
kY
Cong ty Google van thang
9/1998 voi 1 trieu
tien gop von huy dong til gia dinh va ban be.
ThU'ong IrU'ong cQnh Iranh

Oil da co sir ung ho v~ tai chinh va nam trong tay cong nghe uu viet, Google van chua diroc nganh cong nghe thong tin hru tim den. Khi Google chinh thtic ra mit van nam 1999, tren Internet da day dac hang loat cong cu tim kiem khac, Trang suy right ciia moi nguoi. chuang trinh Google chi la tep riu so voi cac doi thii. Sb hrot tim kiem hang ngay qua Google chi duoc 10.000, trong khi sb nguoi sU:dung Yahoo cao gap
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270 lin. Cling hie, Excite nhap voi @Home d~ tang wang the canh tranh. Ngoai Yahoo, Excite va America Online, con co Alta Vista, Lycos, lnktomi. Ask }eeves, LookSmart, Light, va Co'Io.com. rieng ciia minh ten la Go. Mot vai doanh Northern Ngay ca Disney cling co c6ng cu tim kiem nghiep trong s6 do
dang chiem thi phan tri gia hang chuc ti USD. Rieng von thi tnrong ciia Yahoo da la 30 ti USD, ciia Excite la 6,9 ti USD, cua @Home la 12 ti USD, ciia lnktomi la 4,4 ti USD, ciia G02Net la 1,3 ti USD, va ciia America Online la 128 ti USD - mot con
s6 kY luc, Google ra mit kha muon mang trong san chai bee bo nay. Nlurng y~u t6 nay da dly Larry va Sergey lam van canh tung quan. no nino
Mot y~u to khac khien Google bi thua kern la do Larry va Sergey khong chiu noi long nguyen tic kinh doanh ella minh. Giao dien ciia Google vin dan gian, voi muc dich duy nhat la chay nhanh rna khong co quang cao, khong co duong k& noi qua trang web khac, va khong co dich vu phu troi tao them doanh thu. Hai nguoi don moi no lire vao viec ell tien cho Google cang ngay cang chay nhanh han va cho k~t qua truy tim chinh xac han. TUy sau do Google chip nhan mot hop dong quang cao, nhung giao dien cho quang cao nay chi hien ra khi co thao tac truy tim thirc sir rna khong xuat hien ngay tir hie diu. Vao thang 6/2000, sau khi hop luc voi vai doanh nghiep doi tic, cuoi cling Google duoc chip nhan lim c6ng cu tim kiem cho he thong Yahoo. Yahoo va Google t6 chirc h9P bao d~ c6ng bo sir hop tac, Du hai ben dang tao ra mot the manh thuc sir, nhung gioi bao chi van chua that sir quan tam den.
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Larry vi Sergey con lap duoc them mot kY tich mra. Vao nam 2001, Google gioi thieu mot hinh thirc quang cao true tuyen moi - cac mau quang cao nho tuang iing voi ket qua tim kiem. Hinh thiic quang cao nay diroc dat ten la AdWords, to ra dac biet hieu qua vi cluing chi xu it hien khi khach hang da tim kiem thong tin. Y tirong nay bit ngu6n til GoTo.com (bay gio la Overture) vii nam truce do nhung duoi mot hinh thiic khac, Thay vi hien thi ket qua ciia nhung cong ty da tra phi quang cao len diu khien nguoi truy cap nghi ngo vt tinh trung thuc ciia cac ket qua tim kiem. quang cao AdWords ciia Google duoc dat phia ben phai trang vi ghi ro la cac quang
cao duoc tai tro (sponsored
ads). Giao dien van ro ring, vi
Google vin trung thanh voi quan diem ciia cac nha sang lap. Bing each quang cao cong khai, ho da xay dung mot nen tang vimg chic giiip AdWords thanh cong nhanh chong, vi chang may choc tro thanh co may hai ra tien cho Google. Larry vi Sergey vin tiep tuc don toan tam tcan
y d~ cong
cu tim kiem cua ho tro nen hieu qua. Khi chinh thiic ra mit vao nam 1999, Google lap muc luc chi thi cho khoang 30 trieu trang web - ngang bing voi cac doi thii. Bon nam sau, so trang web tang len 3 ti trong muc luc chi thi. vi Google vin chay voi tee do phi thuong. D~n thai diem thang 8/2005, so trang web tang len han 8 ti, vi Google khong con dci thu. Larry giai thich: "Iren thuc t~ la ngiy cang co nhieu nguoi tim kiem thong tin tren Internet, vi vay cluing toi tap trung no lire d~ cai thien chirc nang nay d~ dap iing nhu cau cho moi
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nguoi va ci cho bin than cluing toi. Chung toi chi la mot c6ng ty nho, do do neu muon rna rong them dich VlJd~ canh tranh voi doi thu khac, thi do la ca khoi luong c6ng viec khong 10. Han mra, do kh6ng phai la chuyen mon cua cluing toi. T6i tin minh da co mot quyet dinh dung din khi chon huang di nhu the".
DU'ang
VaG
coi chet
a
Mot c6ng ty thung lung Silicon da di thea lei mon ciia Yahoo la xa rill nguon gee ciia minh, du trong truong hop nay c6ng ty rei VaGtinh the khung hoing nghiem trong. Nam 1999, trong khi moi c6ng ty khac thung lung Silicon dang phat len, nhieu nguoi cho rang Borland kho ton tai qua thien nien kY moi. Tien trong tai khoan gin can kiet, kh6ng co chien hroc cho sin pham moi, va chi tieu thieu kiem scat. Borland dang ben be VlJC tham dtn khi Dale fuller xuat hien. Bang each huang Borland quay tro lai coi r~ va tap trung VaGmot linh VlJC, ale da VlJC D day Borland.
Trong thap nien 1980, Borland da tro thanh huyen thoai thung lung Silicon. Anh chang giao vien tcan nguoi Phap Philippe Kahn di ell qua My voi mot so tien it oi trong tiii. Anh khoi diu SlJ nghiep nam 1983 voi phan mem Turbo Pascal - c6ng cu giiip cac nha l~p trinh phat trien phan mem ring dung cho may vi tinh. Doanh so ciia Borland nhanh chong tang vot len 500 trieu USD moi nam. Philippe xay mot
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co ngai cho Borland trong rung tung bach thung lung Scotts, California, voi nhung ngoi nha thea kien tnic Nhat Bin va ao tha ca cinh. Su thanh cong vtrot bac nhanh chong da lam phat sinh tinh nr man Borland, va cong ty tro nen mat dinh huang. Philippe khong muon phat huy diem manh ciia minh la cong cu phat trien iing dung, rna muon doi diu voi Microsoft bing phan mem iing dung. Anh cho ra doi bo chuang trinh da chuc nang thea kieu Microsoft Office. Microsoft de bep ngay Borland. Cuoi cung, van nam 1995 Philippe phai rei khoi Borland. Tung dot giam doc dieu hanh noi tiep nhau co gang leo lai Borland thea nhimg huang khac nhau, ngay ci viec d6i ten cong ty thanh Inprise. Tht nhung tiit ca deu that bai.
Khi Dale fuller nhan chtic vu giam doc dieu hanh, tinh hinh that kinh khung. Dale k~ lai: "Han 1 ngan nhan vien tro nen mit phuang huong. Chi tieu vuot qua rmic doanh thu. Moi nguoi lim viec roi rae, khong diroc dinh lnrong muc tieu. Cac lap trinh vien tap trung lim nlnrng du in phan mem rna chua tim duqc diu ra ciing chang co kt hoach cu the". Them van do, gia c6 phieu ciia Borland tren thi truong ngay cang sut giam. Tinh hinh cang toi t¢ han khi cong ty chi con dti tien mat d~ chi tieu cho mot tuan. Tnroc day, Dale da nrng lam viec cho nhirng tap dean cong nghe thong tin 100, va orng gi6ng nhu nlnrng nhan vien khac, ong luon rna den ngay minh se tro thanh nguoi dieu hanh ciia mot cong ty 100. Nhung trong tnrong hop nay, ong thay nhu minh dang trong can ac mong.
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Viec diu tien ong lam la kiem scat chat che tai chinh cua Borland. 6ng yeu cau nhan vien phai lim phieu xuat ngan trinh eng duyet khi muon mua men hang nao tri gia tren 2 USD. 6ng kif lai: "Khong ai co thif mua mot cay viet rna thieu clur ky ciia toi". Quyet dinh nay thoat nghiet,
Truce do,
diu nghe co ve khac
nhung din din moi nguoi da nhan thay hieu qua. moi nguoi chi tieu khong kiem so it, hau nhu
khong co ai kiem tra lai nhung khoan chi vo ly nhat. Ching han, trong bao cao nhung nam tnroc co ghi khoan chi 100 ngan USD dif mua thirc an va cham soc may ho ca kieng. nhung trong 10 nam qua khong co con ca nao trong cac ho nay chi vi chon da bit an thit het. Du da kiem scat chi tieu nhung Borland van can thoi thop. Trong can tuyet vqng, Dale quyet dinh mot hanh dong tao bao. 6ng bitt Microsoft dang xam pham quyen tic gia trong mot so phan mem co bin quyen ciia Borland. 6ng den ngay tong hanh dinh ciia Microsoft Redmond, Washington, va lam viec voi ong 100 nay. Sau nay, Dale k~ lai: "'foi noi voi ho: Toi khong muon kien cac ong. Co le cluing ta can mot thea thuan nhuqng
quyen." Niroc ca nay da giup eng dem v~ cho Borland 125 trieu USD, trong do 100 trieu USD la phi chuyen nhuong va 25 trieu USD la phan hun ciia Microsoft vao Borland. Khi can khung hoang tai chinh tarn 6n, Dale trieu hop tit ca truong phong ban. 6ng yeu cau tung nguoi trinh bay ro cac dir in rna ho dang phu trach. Ktt qua that chin nan. Mci du in chi keo dai toi da la ba thing. Dale kif: "Toi nham chile thing Tir, va thay ro ring la den thing Bay, se khong
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con viec d~ lim. That kinh kluing: Cong ty khong co tim nhin, khong dinh luong chi tieu, khong kt hoach chi tiet. Chung toi giong nhu mot con tau khong banh lai giira bien khoi menh mong". Ciai phap duy nhat moi nguoi nghi den hie nay la ban cong ty. Ca ba nha tu van co tim co deu dua ra cung mot ktt luan khi danh gia tong th~ cong ty: "Nen ban gip! ". Mac du co cau t6 duic bi xao tron, nhung Borland vin con doi ngu lap trinh vien tan tim. Dale hy vQng co the phuc hoi
sir
trung thanh va he tro ciia ho bing each huang ho tap
trung VaG the manh ciia cong ty. 6ng chi co mot yeu cau: Trong tuang lai, moi san pham phan mem phai co tinh nang he tro va chay duoc nhung iing dung tren Internet. Dua VaG linh cam nghe nghiep, ong tin chic tuang lai ciia nganh cong nghe thong tin se thuoc vk.Internet. Lin diu tien sau thoi gian dai, Borland co mot huang di ro rang. Du trill qua bao bien dong. thay d6i nhan sir, nhung Borland vin con duy tri duoc mot doi ngu cac lap trinh vien trung thanh, gin bo voi cong ty. Tht nhung, hie nay day, Dale lai phai doi mat voi mot kho khan moi: long tin cua khach hang. Su thieu dinh huang trong thai gian dai da lam Borland mit fit nhieu khach hang chii chat. Ngay buoi hop diu tien voi cac nha phat trien phan mem ring dung, gin 2.500 nguoi to ra gian dir va hoai nghi vk.Borland. 6ng can phai loi keo ho quay tro lai dung san pham ciia cong ty. Dik.u diu tien eng lam la ngo lei xin lei tnrc tiep den tung khach hang va cam ket vk. chit hrong, dich vu ciia Borland d~ giir uy tin voi khach hang.
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DARE TO LEAD!
Kh6ng gi khac ngoai Inlernel

Trong giai doan tiep theo, Dale don moi no hrc d~ tao nen cong cu Internet cho nhorn lap trinh vien chii chot phat trien phan mem ling dung. Thay vi deli diu voi Microsoft hoac Sun Microsystems trong viec tao cong cu cho Windows, hoac chien diu voi IBM tren Linux, Dale chon chien thuat len IcHgnra cac deli thii. 6ng tuyen bel Borland se giu vi the trung lap. tap trung vao tinh lien thong giira cac dich vu dang canh tranh voi nhau. Di~u nay dac biet quan trqng cho nha phat trien phan he dieu hanh. Borland tung ra thi tnrong vai san pham moi cho nha phat trien phan mem ling dung, k~ ci JBuilder cho h¢ dieu hanh Mac OS X ciia Apple (cong cu diu tien cho Mac trong tim nam gin day), va mot bo cong cu cho .NE!' ciia Microsoft. Cong cu ciia Microsoft diroc soan rieng cho Windows, trong khi cong cu ciia Borland chay tren nlurng he dieu hanh khac nhau. Moi san pham moi deu tao thuan loi cho nha phat trien phan mem ling dung - deli tuqng chinh ciia Borland. Thing 1 nam 20m, Dale deli ten cong ty tro lai la Borland, diu hieu cho thay Borland da hoan toan quay v~ ngu6n coi. Trong chin quy lien tiep. Borland tang tnrong manh me. Tir cho chi con vai ngay mra la bi phi san, duoi tai lanh dao ciia Dale Fuller, Borland da Vl!C day. tro thanh mot cong ty co 300 trieu USD trong tai khoan, tra het no nan, va duy tri duqc sir mem ling dung vi ho khong co thai gian, tien bac va nhan luc d~ tao ra tung phien ban rieng cho moi
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iing ho va gin be ciia khach hang la nlurng nha phat trien
phan mem ling dung.
Mqt
ml}C
tieu duy nhat

Burger da tao sir trung thanh kien dinh ciia
In-N-Out
khach hang chi v6i mot thuc dan duy nhat han 50 nam qua, dat chat hrong, thiic an tuoi va dich VlJ len tren tinh da dang. Google gia nhap thi truong tim kiem thong tin tren Internet muon mang nhung cuoi cung da vuot len din diu bing each tap trung d~ cii tien sao cho cong cu tim kiem ngay mot hoan thien nhat. V6i tim nhin xa trong rorig va kha nang lanh dao xuat sic, Dale Fuller da lim Borland hoi sinh bing each hu6ng Borland quay v~ voi coi nguon. Ca ba cong ty tren da chimg tinh hieu qua cua viec TI}p trung nb hrc van mot muc tieu thay vi dan trai moi thu, MQt dieu chac chan la ban hoan toan the thanh cong
to
co
neu ban biift duy tri va rieng minh,
4.0 diem nhan cho the manh cua
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Chuang 6
KHI KHONG TIM RA GIAI PHAP, HAY THAY 001 VAN DE

7 , _
7 , ,
A. A. A.
A.
-..
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kinh doanh, nhung nhieu khi su vi¢c van khi'mg dien tien nhu ban mong muon. Khi da lam tat cd moi vi¢c trong khd nang co tht ma van khi'mg tim
iJ.c du da nghien
aiu va diudn bi ky cang tinn hUifng
duoc gidi phdp hsiu hi¢u, ban hay thay d6i van de.
Tim mt)1 san (hoi mai

Peter Thiel da trai qua bai hoc do khi ong roi Wall Street d~ den thung lung Silicon gnra giai doan Internet dang phat trien manh me. Biet Ling nganh cong nghiep khong day sip bung nel, nen Peter hop lire voi Max Levehin d~ thanh lap Held Link. Hai nguoi tin Ling se co thi tnrong eho cong nghe rna hca ap dung vao thiet bi khong day, nhung ngay til diu ho da gap nhieu kho khan. DJ.u tien la sir chong doi dir doi ciia cac cong ty truyen din khong day. Ngay d. khi cac cong ty nay hieu Ling thiet bi di dong can duoc dam bao an ninh, thi Held Link chi la linh mill so voi hang chuc cong ty khac dang hoat dong trong cung linh vue, Le di nhien. Held Link can d~ cac cong ty truyen din han la nguoc lai.
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M6t kho khan mra la tinh luru dung ella san pham. Nhirng trinh duyet diu tien Held Link soan cho he thong kh6ng day kh6ng dem lai nhieu tien ich eho nguoi sir dung. Peter va Max kh6ng tim ra duqe tinh nang nao rna ho nghi khach hang mong muon. Sau mot thai gian, hai nguoi thay khong dll kha nang dt giai quyet hai Yin d~ ngoai tim kiem scat: giao dien kho khan va sue manh tap trung ella cac e6ng ty truyen din. Hq quyet dinh don no luc van mot san choi moi nhung dan gian han: chi tra qua e-mail, dong thai deli ten e6ng ty thanh PayPal. Vao thai gian nay, to an nuoc My co 140 trieu nguoi su dung e-mail, nhung chi co khoang 2 trieu nguoi k~t noi voi thiet bi kh6ng day eho Internet. Ngoai viec cung iing eho thi tnrong co tiem nang Ian han, thi giai phap e-mail khong can den nhirng e6ng ty 100 lam dci tac, Di~u quan trqng kh6ng kern la e-mail giiip Peter va Max cung img giai phap cho viec chi tra thea dinh dang d~ su dung. thea tnrc quan - dieu rna ho khong lam duqe tren man hinh nho ella thiet bi khong day. Dt khoi dong, Peter quyet dinh tra cho moi khach hang 10 USD khi ho dang ky su dung phan mem PayPal, va them 10 USD khi ho gioi thieu mot khach hang khac, 6ng giai thich: "Ai cling nghi hanh dong nay ella cluing toi co ve nhu dien ro, nhung doli each thu hut khach hang it ten kern nhat". PayPal l~p tire tro nen an khach. Trang vong 6 thing diu tien, tren 1 trieu khach hang dang kYo Voi giao dien d~ su dung, thin thien. PayPal nhanh chong tro thanh he thong chi tra tuy chon eho eBay, va thea do doanh thu tang vot. Nam sau, khi PayPal co thi truong eln dinh, Peter va Max chinh thirc dong cira sin
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pham dung cho he thong khong day; khi do chi co 10 ngan nguoi dung san pham khong day so voi con s6 4 trieu khach hang su dung PayPaL Du eBay da co dich vu chi tra rieng la Billpoint, PayPal v:ln gnr vi the hang diu trong cac khoan chi tra true tuyen. Neu Peter vi Max cii di thea kifhoach ban diu, kiftqua chic chin se di thea chieu huang khac,
(huyen hwng
Chris Emeryvi Larry Finnson la hai nguoi ban than til thoi trung hoc a thanh pho Winnipeg, Canada. Sau khi tot nghiep dai hoc, ci hai deu lim vieccho cong ty cia gia dinh. Thira huang mau kinh doanh cua nhung nguoi cha, ca hai J.p II giJ.crna co mot cong ty cia rieng minh. Ciira thap nien 1990, Chris vi Larry quyet dinh lap mot cong ty banh keo: su dung cong thiic lim banh keo gia truyen til ba noi ciia Chris. Khi ba lim cac men banh voi hat dieu, soco-la, va ni, hoac ba dan phong, kho ai rna orong lai duoc sir hap dan vi tham ngon ciia cluing: Hai nguoi tin chic rang neu tung ra thi truong nhirng loai banh nay, ho se hot bac, Thff nhung, chen chan vao thi truong cao cap khong d~ ding. Liic do, thi tnro ng banh keo tri gia 24 ti USO Bac My deu do cac cong ty da quo c gia nam gill. Rieng Hershey vi Mars kiern scat 75% thi phan vi h¢ thong phan pho i. Khi muon giii san pham cho sieu thi vi ciia
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hang ban le. hai nguo i phai tra khoin ci ngan do la.
phi thue mat bing
Khong co gi ngoai mot cong thtic lam banh keo truyen thong va mot trai tim day nhiet huyet, hai nguoi thue mot mat bing rong khoing 65m2• Vi khong du tien d~ mua thiet bi hoac thue nguoi phu giiip, nen ci hai phai tu hrc lam liy moi viec, ci hai bit dau lam tung me banh keo 40 kg bing phuang phap thii cong, roi eho vao lo nhira. Sau do cling nhau di rio hoi cho hoac hanh lang trung tim bach hoa d~ phan phat. Hq dat ten cong ty la Krave's Candy, nhung khi nci ehuy~n Clodhoppers voi nhau ho goi san pham ciia minh la (nguoi nha que).
Thanh cong dau tien ciia Chris va Larry 13. thuyet phuc mot nha phan phoi bay bin Clodhoppers nam cira hang Wal-Mart
tai dia phuang. Banh keo cua ho duqe tieu thu dat nhu tom
tuai, nhung mot dai It nhuqng quyen cua Wal-Mart & nghi ho khong giao banh keo dung trong lo nhua vi cluing khong tuang
xiing voi hinh anh rna Wal-Mart muon th~ hien, rna nen dung sin pham trong hop qua d~ khach hang mua lam qua tang trong cac dip l~. Y tirong nay co ve thii vi nen ho lam theo, dung banh keo trong nhirng chiec hop thiet kt hoa my nhu cac loai so-co-la khac, Tuy nhien, sin pham ciia hai nguoi cling chi duoc tieu thu gioi han trong vai rna hang Wal-Mart Canada.
Mot trong cac khoan chi phi Ian nhat nam
a khau
dong
goi thanh pham. dac biet la chi phi in in nhung bao bi sang trong, vi vay ho can phai co suit lei nhuan eao d~ bu dip lai. Ngoai ra con viec trinh bay hinh dang sin pham. Khi
tY
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khach hang rna nip hop, ho muon trong thay mau rna dep chii khong phai may khoi so-co-la tho. Ditu t~ hai han mra la dong goi dang qua bieu nhu the chi co th~ ban chay trong dip l(!.. hoi, thoi gian con lai trong nam sf>: ~ :lm. Lei nhuan bi khong cao nhu kY vqng, va chang bao lau cong ty lim VaG cinh chat vat. Hai nguoi co duy tri cong ty bing moi each d~ thu hut khach hang. Hq thay each nhanh nhat la moi khach hang an thii. Mot khi da nem qua Clodhoppers, ai cung thay ngon. Nhung lam sao d~ co nhieu nguoi an thir moi la Yin dt. Krave's Candy chi la mot cong ty tep riu rna cac cira hang va he thong phan phoi Ian khong he d~ mit den. Tham chi khi mot vai cira hang Wal-Mart bay ban san pham ciia ho, cac san chai 100 van xem thuong. Hai nguoi khong du iii chinh, nhan hrc hoac moi quen biet d~ chen chan VaGnhtrng h~ thong phan phoi da eln dinh. Hq that sir be tic. Sau 5 nam chat vat, Chris va Larry nhan ra ring ho khong th~ cir tiep tuc trong tinh trang nhu the. Sau khi can nhac, ho di den mot quyet dinh dung cam: khong chen chan VaGthi truong cao cap. Thay VaGdo, ho deli ten cong ty thanh Chris & Larry's Clodhoppers, dong thai ho thay deli luon mau rna bao bi sang trqng bing nhtrng bao bi nhua re tien, voi cai nhan mill duoc thiet kt'fhai huoc, than thien, kern thea chan dung ky hoa ciia Chris va Larry. Thay deli phuang thiic dong goi da giam chi phi dang k~ va cho phep ho giam gia thanh sin pham: tir 5,5 USD mot
Liic nay, tren thi tnrong.
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hop qua xu6ng con 3,5 USD mot bao nhua. Voi mau rna moi la va gia ha, cac nha ban Ie va phan phoi nhanh chong dt y den ho. Hai nguoi cling ky duoc hop dong doi tac voi hang hang kh6ng quoc gia Air Canada va mot hang hang kh6ng dia phuang, West}et.Tht la co them 400 ngan nguoi bitt den sin pham. HQtiep tuc kY them hop dong khuyen mai va bit diu khai thac thuang hieu ciia minh. hoi da den voi Chris va Larry. Khi ho mang sin pham di trien lam trong mot hoi cho Wal-Mart thanh pho Toronto, den cuoi ngay co mot nguoi dan 6ng den gap ho. Hai ngiroi dang tit bat phan phat banh keo cho khach an thtr nen tham chi con khong co thai gio doc bing ten vi khach. HQ chi tu gioi thieu van tit: "T6i la Chris" va 'T6i la Larry".
Ca
V~khach tra lei: "T6i la Lee Scott, Chu tich kiem giarn doc dieu hanh ciia Wal-Mart." Larry bit ngo thot len: "Chung toi da cho doi ca doi d~ duoc gap eng!". Lee thich sin pham cua ho. va bao ho giao hang den tru trung uang ciia Wal-Mart thanh pho Bentonville, bang Arkansas, Hoa Ky. Vao dip Giang Sinh nam 2000, Wal-Mart ban thir sin pham ciia Chris & Larry's Clodhoppers trong 400 ciia hang khap nuoc My. Dua tren ket qui thii nghiem. nam sau sin pham Ian rong ra tit ca 2.700 cira hang. Muc tang truong da tang den 40%.
sa
Voi mau rna cling thuang hieu moi, Chris va Larry nhanh chong giau len. Trong hai nam tiep theo, doanh thu tang gip
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3 lin, loi nhuan virng vang, va ho nhan duoc ngay cang nhieu hop dong ella cac nha phan phoi von truce day khong them dt mit dtn ho. Chris va Larry van la doi ban than thiet voi nhau, va cau chuyen v~tinh ban nay cang to dam them eho sir thanh cong ella ho.
hoi nhung khong (him dam .rang qua kh.,

Hq(
Quyet dinh thay d6i mot huang di eho tuang lai luon kho khan. Quy mo cong ty cang 100 thi quyet dinh iy cang kho khan gap boi: dac biet la khi cong ty ella ban co mot qui khir nrc rc, huy hoang. Tht nhung, do la dieu hop ly va dung din nhat ban nen lam trong truong hop huong di hien thai khong dem lai hieu qui hoac khong con phil hop. Nhu nhieu doanh nhan khac, Ron Shaieh ella Au Bon Pain co bucc khoi diu kha khiem ton. Sau khi rna mot
ciia hang banh quy thanh pho Boston, anh lien hop tic voi mot cira R' iQ A~ hang banh gin do dt bin banh sung III bo eho khach an diem tam. Trong vong mot nam, hai ben hop lire d~ thanh lap Au Bon Pain.
·"In ..
.
. 1..•. "'"
•••
"Yilt.
Sau mot thai gian quan sit khach hang, chang trai tot nghiep dai hoc Harvard nay da noi: "Ban khong can tim bing
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ciia Harvard moi tim duoc co hoi kinh doanh. Toi thay khach thuong VaG cira hang toi, mua mot 6 banh mi rei nho toi xe doc til tren xucng diroi. Sau do ho mua thit til cira hang thuc pham k(f ben dif co chiec banh mi kep thit. Toi rna uoc co ngay lap mot m~ng luoi quan ca phe kern banh". Ron quyet dinh thirc hien giac rna ciia minh. 6ng thanh lap han 250 nha hang Au Bon Pain bin banh mi kep thit voi chit hrong cao, lucri nong sot trong toan vung Dong Bac nuoc My va bin Cel phieu ra cong cluing VaG nam 1991. Th(f nhung, Ron da pham phai hai sai lam. Thir nhat, dif tiet kiem chi phi va gill gia thanh ha, eng chi thiet k(f nha hang theo rmrc toi thieu kieu re ti~, voi ban gh(f bing nhira va trang tri dan sa. Thir hai, ong tap trung cac nha hang
a khu
vue trung tam do
thi. Khu vue nay thuong dong khach trong gio lam viec, nhung phan Ian deu tro nen vang ve VaG buoi toi va ngay cuoi tuan, nen luong khach khong cao, troi sut thea gio giac. Khi Au Bon Pain rna rong quy mo voi tren 500 cira hang, Ron nhan ra xu huang moi v~ thi hieu ciia khach hang: ho san sang tra tien nhieu han d~ duoc an uong ngon han va phuc VlJ tot han. Thay vi mua ca phe pha san, ho thich thirong thiic loai ca phe duoc IQc qua phin. Thay vi dung thiic an nhanh tien loi. ho thich chon men an thea mon. HQ muon thuong thirc loai bia tham ngon Samuel Adams han la cac loai bia re tien khac, Trong cucn Trading Up ciia minh, Michael Silverstein va Neil fiske da nhan xet: "Thuc khdch thuQc tang lap trung luu khong phdi an chi dt thea man can doi bung. Hq san sang chi trd
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them di duoc thuimg thuc man an thuc uifng ngon mieng, duoc trang tri hitp dan trong khung cdnh de chiu, va ho an uong v6i tat cd niem xuc cdm". R6 ring Au Bon Pain khong dap iing duoc xu the nay. V3:n dt chinh nam co ha tang. Th~ nhung cung hie thay deli noi that ciia may tram nha hang la dieu eire kY kho khan.
sa
Nam 1993, may min da d~n khi Au Bon Pain mua lai cong ty St. Louis Bread. Ciong nhu Au Bon Pain, St. Louis Bread la chuoi nha hang ban banh mi kep thit chit hrong cao, nhung quan diem va each dieu hanh ciia St. Louis Bread khac voi Au Bon Pain. Cac nha hang ciia St. Louis Bread nam trong vung ngoai a voi each trang tri am cling, than thien khien cho khung canh cang them ve moi moe, rat duoc thuc khach ira chuong. Sau khi hiru S1.Louis Bread, Ron tiep thu each lam nay va deli ten thanh Panera Bread.
sa
Trong hie Panera Bread dang an nen lam ra, thi Au Bon Pain rei vao tinh trang tri tre. Doanh thu sut giam trim trong. tY l~ nhan vien thai viec cao. Ron quyet dinh thay deli chien hroc. 6ng trieu tap hoi dong quan tri va dt nghi mot y tuong gay sung sot: ban 550 nha hang Au Bon Pain roi rna rong 19 nha hang Panera Bread thanh thuang hieu khap mroc My. T3:tca moi nguoi deu phan dci y nrong nay, nhung khi doi dien voi nhung con so dang buon trong bing bao cao tai chinh, moi nguoi buoc phai chip nhan. Khi orig cong be chien luoc moi. khong mot nha phan tich cluing khoan nao Wall Street man rna, nen gia tri Celphieu ciia Au Bon Pain sut the tham.
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Nam 1999, tit ca 550 nha hang Au Bon Pain da duqc bin va moi no lire dan vao Panera Bread. Hoc hoi tir sai Lim trong qui khir. Ron tao ra hai chuyen bien. Thii nhat, ong diu tu manh vao thiet k(f noi that d~ tao ra khong kh i am ciing, than thien va moi gqi. Thii hai, orig chon cac dia diem ngoai o. Rieng cong thiic 1m thuc, ong khong thay d6i: banh mi kep thit nang sot tham ngon. Thuc dan cling duoc
rna rong
voi xiip. rau trcn, cac man lam tir thit bo va
ga tay cung cac loai banh nuong. con ban an lucri duoc don voi chen dia dang bo bing su va muong nia bing bac. Panera Bread con cho khach hang sir dung Internet khong day mien phi d~ luu ho lai lau han va an ucng them. Ngay lap tire, Panera Bread duoc yeu thich nang nhiet. Nha hang nao ciia Panera Bread cling dong khach ca trong va ngoai gio lam viec. Ron cho biet: "Ihuc khach muon thuong thirc thiic an thii thiet. Hq muon boi ban thii thiet, va thuong thuc trong khung canh loi cuon. Chinh banh mi ciia cluing toi la y(fu to cot lei. Y toi noi la banh mi thii thiet duoc lam thea phuang phap lau doi ca tram nam va nu6ng trong 10 lit da".
Y tirong
lieu linh ciia Ron da hai ra tien. Panera Bread
rna
rong ra thanh m~ng luoi nha hang kiem 10 lam banh Ian nhat mroc My, voi tren 550 dia di~m, dem lai doanh so 1 tl USD trong nam 2003. Nhirng nha phan tich Wall Street hie truce cong kich Ron gia nang nhiet ngqi khen ong. Tham chi ho con so sinh Panera Bread voi cac m~ng luoi nha hang thuoc loai hinh khac, k~ ca Starbucks va Krispy Kreme.
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R6 rang, khi biet ring minh kh6ng th~ giai quyet hai van dt ca bin - noi that va dia diem - Ron da thay d6i hoan toan van dt. Bing each chip nhan tir bo quan diem co hiru va hQC hoi tu sai Lim, 6ng da dung cam tien den tuang lai voi Pan era Bread.
Kho khan cua Blockbuster

Cling gicng nhu Au Bon Pain, mang luoi sieu ciia hang cho thue phim Blockbuster cling dci mat voi van dt thi truong thay d6i. Voi 6.000 cira hang tcan cau, nhung kho khan
a Blockbuster
co tam rong Ian han.
Kh6ng lau sau khi Viacom mua Blockbuster Video, m<;Lng hroi nay lam VaG tinh trang xao tron. Ciam doc dieu hanh moi chuyen tru
sa chinh
den Dallas d~ cham dill tam anh
huang ciia nguoi tien nhiem. do do nhieu quan tri vien cap cao rei khoi c6ng ty. Doanh thu sut giam nghiem trong. Wall Street vui dap c6 phieu ciia Viacom, roi giam doc dieu hanh moi cling ra di. Mang luoi dang dung tnroc thai diem quyet dinh van mang ciia minh. Sumner Redstone nhan chiic giam doc dieu hanh va co gang VlJCday Viacom. Sau khi tim hieu tinh hinh, Sumner nhanh chang nhan ra ring y~u to kinh t~ trong dich VlJ cho thue bang kh6ng ducc thuan lei. Khi co mot phim moi, Viacom phai tra hang phim 65 USD cho moi cuon bang. Neu cho thue moi hrot voi gia 3 USD, c6ng ty se thu hoi gia mua
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DARE TO LEAD!
bang sau 22 hrot, nhung chua th~ hoa von neu tinh them cac chi phi phat sinh. Thong thuong, hrot nguoi thue bang dong nhat la khi phim mill phat hanh, va sau do nhanh chong sut giam din. Vi ly do nay, Blockbuster khong manh dan diu tu mua du luqng phim chi d~ thoa man nhu cau cao trong giai dean diu rna gioi han so luqng phim cho thue nham thu duoc lei nhuan toi da. Cac m~ng luoi cho thue bang deu chiu chung tinh trang nay, nhung Blockbuster con trim trqng han. Theo uoc tinh, voi 65 USD cho mci bang video, moi cira hang co 10.000 bang va m~ng luoi co 6.000 cira hang, cong ty phai tra truce cho cac hang phim 3,9 Viacom thi kho
ti USD rei din din liy lai von sau.

von.
01
nhien cac hang phim khong co ly do gi d~ phan nan, nhung
sa vi bi chon
Mat khac, khi co phim moi, nhieu nguoi
db xo den cira
hang cho thue bang rei buc boi vi phai ra v~ tay khong. Chien hroc nay ro rang khong thea dang va Blockbuster Video dang phai tra gia, vi co den 30% khach hang chan nan bo v~. Blockbuster lam van tinh the tien thoai 1uong nan voi hai van d~ nan giai. Thii nhat: mua them bang d~ lam vira long khach hang, nhung loi nhuan se giam. Thir hai: giam mua bang d~ tang loi nhuan (trong thai gian ngan], nhung v~ lau dai khach hang cang bit man va cong ty se mit uy tin. Sumner k~ lai: "Liic iy, chung toi hau nhu khong th~ thea man mqi nhu cau ciia khach hang. Tinh trang nay cling giong nhu khi ban di van McDonald's muon an banh mi kep thit nhung duqc tra lei la chi co khoai tay chien! ".

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