LI CAM OAN

Em xin cam oan y l bi tiu lun ca c nhn em. Cc d liu trong

ti l trung thc.
H Ni, ngy thng nm 2017
Sinh vin thc hin
 LI CM N
hon thnh bi tiu lun ny em xin chn thnh gi li cm n n

sp Trn Vn nh gio s kinh t tm c v tr ch

dy gip em hon thnh tt bi tiu lun ca mnh. Tuy nhin, do trnh ca
mnh cn nhiu hn ch thiu st nht nh, mong qu thy c ng gp kin
bi tiu lun c hon thin hn.
 MC LC

PHN M U..................................................................................................1
1. L do chn ti.........................................................................................1
2. Mc ch nghin cu...................................................................................1
3. i tng v phm vi nghin cu...............................................................1
4. Ni dung nghin cu...................................................................................2
5. Phng php nghin cu.............................................................................2
6. Kt cu ti...............................................................................................2
Chng 1. Khi qut chung v hoch nh chin lc....................................3
Chng 2. Phn tch SWOT...............................................................................6
2.1 Gii thiu chung......................................................................................6
2.2 Phn tch ni ti.....................................................................................11
2.2.1 Nhng im mnh................................................................................12
2.2.2 Nhng iu yu....................................................................................13
2.2.3 Kt lun................................................................................................15
2.3 Phn tch bn ngoi................................................................................15
2.3.1 Nhng c hi........................................................................................16
2.3.2 Nhng mi e da................................................................................17
2.3.3 Kt lun................................................................................................18
2.4 u im v nhc im ca phn tch SWOT......................................19
Chng 3. Ma trn Boston...............................................................................20
3.1 Gii thiu chung......................................................................................20
3.2. Phn tch ma trn Boston.......................................................................22
3.2.1 Th phn...............................................................................................22
3.2.2 Tng trng th trng.........................................................................23
3.2.3 Phn tch cc trong ma trn Boston..................................................24
3.3 S dng ma trn Boston cp nhn hiu...............................................25
3.4 Danh mc cn bng.................................................................................27
Chng 4. M hnh 5 p lc cnh tranh ca Michael Porter.......................28
 4.1 Gii thiu chung......................................................................................28
4.2 i th cnh tranh...................................................................................32
4.3 Mi e da ca nhng ngi mi tham gia............................................36
4.4 Mi e da ca ngi thay th................................................................38
4.5 Quyn thng lng ca nh cung cp...................................................39
4.6 Quyn thng lng ca khch hng.....................................................41
4.7 Kt lun...................................................................................................42
KT LUN........................................................................................................44
TI LIU THAM KHO................................................................................45
 PHN M U
1. L do chn ti
Hoch nh chin lc l qu trnh xy dng chin lc hoc phng
hng v k hoch hnh ng t c mc tiu ca mt t chc.
Cc yu t chnh ca bt k qu trnh lp k hoch chin lc:
- Nng cao s hiu bit v tm nhn, s mnh v gi tr
- nh gi hin trng ca cc yu t ni bt nh hng n t chc c
bn trong v bn ngoi s gp phn la chn thng tin t cc la chn
chin lc.
C th ni vic hoch nh chin lc l bc u c gi tr quyt nh
n ton b mc tiu, nh hng lu di ca c mt t chc. Trong , vic
nh gi hin trng cc yu t trng tm cho vic la chn thng tin ng vai tr
v cng quan trng, t ra cc u tin, phn b ngun lc v sp xp nhn vin
vi s mnh v tm nhn ca h, gp phn a ra cc chn la chin lc ng
n. lm c iu , vic khai thc hiu qu cc cng c hoch nh chin
lc s gip t chc hiu cch khai thc th mnh, trung ha nhng im yu
ca n v tn dng cc c hi. Nhn thc c iu , em chn u bicc
cng c hoch nh chin lc lm ti cho bi tiu lun ca mnh. Trong ,
s tin hnh phn tch mt s cng c tiu biu nh gi cc yu t bn trong
v bn ngoi nh hng n cc quyt nh mang tnh chin lc nh phn tch
SWOT, ma trn Boston(BCG) v 5 p lc cnh tranh ca Michael Porter.
2. Mc ch nghin cu
T vic phn tch cc cng c hoch nh chin lc, s gip chng ta
nm bt v vn dng hiu qu cc cng c a ra c cc phng n
hoch nh chin lc ng n.
3. i tng nghin cu
- i tng nghin cu: Cc cng c hoch nh chin lc tiu biu nh
phn tch SWOT, ma trn Boston v 5 p lc cnh tranh ca Michael Porter.
4. Ni dung nghin cu

1
 Phn tch lm r 3 cng c hoch nh chin lc c bn: SWOT, BCG,
M. Porter. ng thi a ra nhng im mnh im hn ch i vi mi cng
c.
5. Phng php nghin cu
c c ni dung su sc, phn tch, nh gi khch quan, ti cn
s dng phng php sau:
- phng php phn tch, so snh, tng hp
- Phng php thu thp thng tin, nghin cu ti liu
6. Kt cu ti
Gm phn m u, kt lun, ti liu tham kho, phc lc, ni dung ti
bao gm:
Chng 1: Khi qut chung v hoch nh chin lc.
Chng 2: Phn tch SWOT.
Chng 3: Ma trn Boston.
Chng 4: M hnh 5 p lc cnh tranh ca Michael Porter.

2
 Chng 1. Khi qut chung v hoch nh chin lc
Cc doanh nghip ngy nay u thy mnh ang hot ng trong mt mi
trng ang thay i nhanh hn bao gi ht. Qu trnh phn tch tc ng ca
nhng thay i ny v sa i cch m t chc phn ng vi chng c gi l
chin lc kinh doanh.
"Chin lc l hng v phm vi ca mt t chc trong mt thi gian di,
t c li th trong mt mi trng thay i thng qua vic nh hnh cc
ngun lc v nng lc" Johnson et al. (2009).
Mc d vai tr ca bn nh mt ngi qun l khng yu cu bn a ra
cc quyt nh cp chin lc, bn c th c yu cu ng gp kin thc
chuyn mn ca bn vo cc cuc hp m cc vn chin lc ang c tho
lun. Bn cng c th c yu cu bnh lun v cc k hoch th im, cc bui
trnh din, cc bo co hoc thng k nh hng n chin lc trong tng lai.

Thuyt trnh
K hoch th Bo co
im

Hi tho Cch thc thi Thng k

chin lc

Hnh 1.1: S chung v hoch nh chin lc.

Cho d bn lm vic trong mt tp on a quc gia hay mt t chc nh,

s hiu bit tt v cc k thut phn tch kinh doanh v thut ng thch hp s
gip bn ng gp tch cc vo qu trnh ra quyt nh chin lc.

3
 Mi trng Kh nng p
bn ngoi ng ni ti

Phn tch nh gi

Vin tr H tr
Thc thi Xc nh
chin lc chin lc

Hnh 1.2: Phn tch cc yu t trong hoch nh chin lc.

Cc tnh hung in hnh ni bn c th c yu cu cung cp thng tin

v d liu cho vic ra quyt nh chin lc ca t chc ca bn bao gm:
- Phn tch mi trng bn ngoi ca t chc.
- nh gi kh nng ni b ca t chc v kh nng p ng tt vi cc
lc lng bn ngoi.
- H tr vi nh ngha v chin lc ca t chc.
- H tr trong vic thc hin chin lc ca t chc.

4
Mi trng
Xcngoi
bn nh
chin lc
 Hoch nh
chin lc

Phn tch Xc nh
chin lc chin lc

Mi trng Kh nng p SWOT,

bn ngoi ng ni ti Ansoff

PESTLE, BCG
Porters 5
Forces

Hnh 1.3: Cc bc hoch nh chin lc v cc cng c hoch nh

chin lc.

Biu trn cho thy 5 cng c phn tch kinh doanh c s dng rng
ri ph hp vi qu trnh lp k hoch chin lc. Chng ta s tm hiu v cch
s dng hiu qu cc cng c ny cng nh nh gi nhng hn ch ca chng.
Nhng kin thc ny thc s s gip bn c mt vai tr tch cc v hiu
qu khi c yu cu tham gia vo qu trnh ra quyt nh chin lc.
Nhng im chnh:
- Bn c th c yu cu ng gp chuyn mn ca bn vo cc cuc
hp v cc vn chin lc ang c tho lun.
- Cc tnh hung in hnh ni bn c th c yu cu cung cp thng
tin cho vic ra quyt nh chin lc bao gm: phn tch mi trng
bn ngoi ca t chc, nh gi cc kh nng ni b, h tr cc nh
ngha chin lc v h tr thc hin.

Chng 2. Phn tch SWOT

5
 2.1. Gii thiu chung.
SWOT l ghp ch ci u tin ca 4 t: Strengths, Weaknesses,
Opportunities v Threats. Phn tch SWOT hay SWOT analysis l mt k
thut phn tch nghip v m doanh nghip ca bn c th thc hin cho tng
sn phm, dch v v th trng ca mnh khi quyt nh cch tt nht t
c tng trng trong tng lai. Qu trnh ny lin quan n vic xc nh
nhng im mnh v im yu ca t chc, cc c hi v mi e da hin c
trn th trng m n hot ng. Biu sau minh ha qu trnh phn tch
SWOT thng qua Strengths, Weaknesses, Opportunity v Threats.

C ch C hi

Ngun gc Strengths Weaknesses

ni ti

Ngun gc Oppoturnaties Threats

bn ngoi

Hnh 2.1: 4 yu t to nn SWOT.

L ngi qun l, vai tr ca bn trong bt k k hoch chin lc no c

th bao gm cung cp d liu hot ng gip nh gi kh nng ni b v
(ty thuc vo chc nng cng vic) bn cng c th c yu cu cung cp
thng tin th trng.
Vic hon thnh phn tch SWOT s gip bn quyt nh phn on th
trng no cung cp cho bn c hi thnh cng v tng trng sinh li nht
trong sut vng i sn phm hoc dch v ca bn.

6
 Phn tch SWOT
V tr ca bn ng u vi i th cnh tranh

Xc nh nhng c hi tt nht trong tng lai

Xc nh cc mi e da hin ti v tng lai

Hnh 2.2: Phn tch SWOT theo 3 bc.

Phn tch SWOT l mt cng c ph bin v linh hot, nhng n bao gm

rt nhiu quyt nh ch quan mi giai on. Do phn tch SWOT nn lun
c s dng nh mt hng dn ch khng phi l mt ch th v n l mt
qu trnh lp i lp li. Khng c phn tch SWOT r rng cho bt k t chc c
th no v nhng im mnh, im yu, c hi v e da ph thuc phn ln
vo mc tiu kinh doanh ang c xem xt.
Sau khi hon thnh phn tch SWOT, t chc ca bn s s dng cng c
phn tch nh ma trn Ansoff xc nh chin lc tng trng tt nht t
c mc tiu chn.
Nh vy qua , chng ta c th rt ra nhng im chnh cn lu khi
thc hin phn tch SWOT:
- Phn tch SWOT cung cp thng tin gip ng b ha cc ngun lc v
nng lc ca t chc vi mi trng bn ngoi m t chc hot ng.
- T vit tt SWOT l im mnh, im yu, c hi v cc mi e da.
- im mnh v im yu c coi l cc yu t bn trong m bn c
mt s bin php kim sot.
- C hi v mi e da c coi l cc yu t bn ngoi m bn khng
th kim sot.
- SWOTs ph thuc vo mc tiu kinh doanh ang c xem xt.

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 - Khng c phn tch SWOT r rng cho bt k t chc no.
- SWOT thng l bc u tin trong mt phn tch chuyn su hn.
Trc khi xem xt cch phn tch SWOT c th c p dng cho t chc
ca bn, iu quan trng l chng ta cn c nh ngha r rng v nhng im
mnh, im yu, c hi v cc mi e da.
- im mnh: Cc yu t bn trong thun li cho vic t c mc tiu
ca t chc.
- im yu: Cc yu t bn trong khng thun li t c mc tiu
ca t chc.
- C hi: Cc nhn t bn ngoi thun li cho vic t c mc tiu ca
t chc.
- Cc mi e da: Cc yu t bn ngoi khng thun li i vi vic
thc hin mc tiu ca t chc.
Nhng nh ngha ny c tnh cht m v 1 im yu ca k thut SWOT
l n c th mang tnh ch quan cao. V d: nu t chc ca bn ph thuc vo
mt nh phn phi ln th iu ny c th c coi l mt th mnh, v bn s c
th a sn phm ca mnh ra th trng mt cch nhanh chng v hiu qu.
Tuy nhin, n cng c th c xem nh l mt im yu bi v bn hon ton
ph thuc vo h lm nh vy.
C mt s yu t s lun d dng phn loi chng l th mnh hay im
yu. V d, rt kh tng tng cc yu t nh vic c ngun ti chnh khng
l, mt dng sn phm rng, khng c n, v cc nhn vin lm vic nghim tc
c th l bt c iu g khc ngoi th mnh, bt k mc tiu ca t chc c th
l g.
Tuy nhin, mt s yu t c th l im mnh hoc im yu ty thuc
vo mc tiu kinh doanh. V d, mt s lng ln nh phn phi c th l mt
th mnh nu mc tiu ca bn l t cc sn phm ca bn cng nhiu ca
hng cng tt. Nhng nu c th l mt im yu nu mc tiu ca bn l
kim sot gi bn l ca bn v phi ngn nga chit khu.

8
 Sc mnh ca phn tch SWOT n t thc t l n c th c p dng
cho nhiu kch bn t chc khc nhau, nhng im yu ca n l n i hi t
duy r rng v nh gi ng hng c th vn dng n thc s hiu qu.
Bn s thng gp phn tch SWOT cho mt t chc m trong khng c mc
tiu kinh doanh c th no c nu ra nh v d v Audi trong bi tiu lun
ny. Cc SWOT cp cao ny c th c gi tr trong chin lc hng dn mc
cao nht, nhng khi mt chin lc tim nng c xc nh v c coi l
mt mc tiu kinh doanh th SWOT s c yu cu thm mc thp.
Mt iu cng cn lu na rng, khi bn ang s dng k thut phn
tch SWOT, cc qu trnh xc nh r mc tiu kinh doanh v phn loi cc yu
t SWOT cng quan trng khng km bi v chng ph thuc ln nhau.
S ph thuc ln nhau ny c hiu l vic phn tch SWOT thng l
mt qu trnh lp i lp li nh c minh ha trong hnh di y, trong i
khi vic tm kim lm cho i tng b reset li v khi cn mt phn tch
khc. Thm na kt qu ca bt k phn tch c th no khng i hi nht thit
phi r rng.
SWOT, mt qu trnh
lp ng.

Yu cu 1 phn Ngi dng xc

tch SWOT mi nh i tng

Mc tiu ban u c Ngi dng xc nh

th thay i cc yu t lin quan

a ra cc
phn tch.

Hnh 2.3: SWOT l qu trnh lp i lp li.

Cc phn tch thng c thc hin ti cc cuc hp vi cc i din t

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cc nhm c lin quan c kin thc chuyn mn v d liu h tr. Mi ngi
trong s s mang li nhng quan im v chuyn mn ring ca h cho cuc
tho lun.
Kt qu cui cng ca mt cuc hp hoc mt lot cc cuc hp nh vy
l mt bo co phn tch SWOT hon chnh. S thnh cng ca loi hnh cuc
hp ny ph thuc vo mt c nhn lnh o mnh m v c hiu qu, quen
vi qu trnh SWOT v c th ch tr thnh cng nhng bui tho lun, rt ra
nhng im chnh t c s ng thun.
Ngi lnh o cn ng vai tr tch cc trong vic khuyn khch ngi
tham d ng gp vo cc cuc tho lun v suy ngh thng qua cc SWOT
xc nh cng nhiu yu t cng tt. iu ny rt quan trng khi cc c hi v
mi e da ang c xem xt, v y thng l nhng iu m mi ngi trong
t chc c nhng khi nim nht nh, hoc c th ch ng chp nhn s tn
ti ca n.
Kh khn khi phi tha nhn s tn ti ca nhng im yu ni ti trong
t chc thm ch cng l mt vn ln. Trong mt s t chc, gn nh khng
th cp 1 cch khch quan v s yu km khi ngi qun l mun ph
nhn iu . Vn ny hon ton c th lm mt i tnh khch quan qu trnh
phn tch SWOT.
Mt yu t cc k quan trng l nhng ngi tham gia vo cc cuc hp
chin lc nh vy c phi c khuyn khch bi ngi ch tr h suy
ngh v to ra cc tng cho vic tho lun. Phi to mi trng sao cho ngi
tham gia cm thy t do t kin t to ra nhng tng mi, phi
thng v c gi tr.

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 Phn tch tnh
hung

Phn tch ni ti Phn tch bn ngoi

Strengths Weakness

Oppoturnity Threats

Hnh 2.4: Phn tch tnh hung trong phn tch SWOT.

Mt trong nhng gii php hiu qu nht t c iu ny l tp trung

vo cc kha cnh ni b bt u trc, sau l cc vn bn ngoi. Mt
khi tt c nhng iu ny c cp th cc cuc tho lun mi thc s em
li hiu qu.

2.2 Phn tch ni ti.

Phn tch ni b Vn ha Chuyn mn

Cht lng Ti nguyn

c o
Hnh 2.5: Phn tch ni b trong SWOT.

Phn tch ni b t chc bao gm vn ha, chuyn mn, ngun lc ca

n, v nhng phm cht c nht trn th trng. Mc m t chc doanh
nghip c th thch nghi vi hon cnh thay i cng l mt yu t cn c
xem xt.
Trong phm vi rng ln ca 'vn ho', nn xem xt cc kha cnh khc
nhau ca o c, nim tin, hnh nh i chng v cu trc.
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 V chuyn mn, c bao nhiu ngi ng vai tr quan trng hoc c
nhng k nng quan trng, v lm th no so snh vi i th cnh tranh?
"Chuyn mn" ny s gip g duy tr th phn v nh v thng hiu ca t
chc ca bn?
Ti nguyn bao gm: ti chnh, bt ng sn, nh my, my mc, v cc
c s h tng vt cht khc.
Cht lng duy nht l nhng "iu" c c quyn cho doanh nghip
ca bn, chng hn nh hp ng c bit, khch hng, bng sng ch v b mt
thng mi. Trong khu vc ny, cng nn xem xt cc kh nng nghin cu v
pht trin ca mnh
Sau , c th s dng phn tch SWOT nh mt b lc din gii gim
thng tin xung mt s lng c th qun l cc vn chnh c lin quan n
t chc hoc mc tiu kinh doanh, ph thuc vo mc SWOT. giai on
ny khng cn phi gii thch chi tit v tng ch ; ch cn quyt nh xem
l mt im mnh hay im yu.

2.2.1 Strengths Nhng im mnh: "im mnh" l iu c ngha

tch cc. N tng thm gi tr, hoc cung cp cho t chc ca bn mt li th
cnh tranh. Cc im mnh bao gm ti sn hu hnh nh vn sn c, trang thit
b, tn dng, khch hng trung thnh, cc knh phn phi hin c, ti liu c bn
quyn, bng sng ch, h thng thng tin v ch bin, v cc ngun lc c gi tr
khc.
C th xem xt v nh gi th mnh theo chc nng, v d nh tip th,
ti chnh, sn xut v h tr. Nhn vo mi th bng cch ny c th lm cho n
d dng hn xc nh cc thuc tnh tch cc trong mi chc nng.
Mt s nhm c th c kin thc chuyn mn hoc c quyn, gio dc,
chng ch, lin lc, danh ting hoc ngun gc cung cp li th cnh tranh hoc
tng gi tr cho sn phm hoc dch v.
Cc loi cu hi c th yu cu xc nh im mnh l:

12
 Chng ta lm g tt?
Cht lng hoc kha cnh no thuyt phc khch hng la chn sn
phm hoc dch v ca chng ta?
Chng ta c nhng ngun lc g?
Nhng ngi khc xem nhng im mnh ca chng ta l g?
Cc lnh vc no chng ta c xem l chuyn gia?
Chng ta c li th g i vi i th cnh tranh?
Tuy nhin, nh gi cc cu tr li cho nhng cu hi ny n phi t quan
im ca mi trng hot ng doanh nghip ch khng phi t kha cnh ni
b. V d: nu 'm bo ngy hm sau giao hng' l tiu chun bnh thng
trong ngnh ca bn th iu ny khng thc s c coi l mt th mnh bi v
khch hng ca bn mong i n. Mt khc, nu 'm bo ngy hm sau giao
hng' khng phi l iu bnh thng trong ngnh cng nghip ca bn th n c
th c phn loi nh l mt th mnh.

2.2.2 Weaknesses - Nhng im yu: y l nhng c im ca sn

phm hoc dch v gy bt li cho s pht trin doanh nghip. im yu l
nhng iu lm gim gi tr ca li cho hng hoc t bn vo th bt li khi so
snh vi i th cnh tranh.
Mt im yu r rng s l mt gi tr khng ph hp cho t chc ca
bn. V d, bn ang pha bc ca t nc nhng 85% khch hng ca bn
pha nam. iu ny c ngha l chi ph phn phi ca bn khng ch cao hn
ng k so vi i th cnh tranh ca bn m bn cn khng th cung cp dch
v c m bo vo ngy hm sau khi so snh vi i th cnh tranh ca bn.
Cc yu t c xc nh l im yu c th c khc phc khi c s
u t hoc c cu li ph hp. Trong v d trn, c th di chuyn c s kinh
doanh hoc thnh lp trung tm phn phi min Nam, nhng c hai iu ny
s i hi phi thay i cch hot ng ca doanh nghip.
Loi cu hi bn s hi v tho lun xc nh im yu ca bn l:

13
 C th ci thin hoc thay i nhng g?
Chng ta lm g xu?
Lm th no chng ta so snh vi ngi khc?
Hot ng ca chng ta so vi i th cnh tranh nh th no?
Khch hng ca chng ta ni g vi chng ta?
Chng ta tr li phn hi ny nh th no?
Chng ta nn trnh nhng g?
Cc bn th ba nh gi hiu sut hoc dch v ca chng ta th no?
Chng ta c t p t bt k kh khn no khng?
Bn cng xc nh chnh xc cc im yu ca mnh th vic phn tch
SWOT s cng c gi tr. Tuy nhin, bi v nhng im yu l theo nh ngha
ni b c th c rt nhiu s phn khng tha nhn. Trn thc t, nu bt
nhng im yu c th ng ngha vi vic thu ht s ch n cc khu vc
qun l km hoc nhng quyt nh sai lm thc hin. iu ny c th khin
chng ta rt kh ni v nhng yu km mt cch khch quan nu mun gi
c cng vic ca mnh.
ng nn lm tng rng ngi qun l cp cao hin ti s chu trch
nhim v tnh trng hin ti ca t chc. y thng l mt tr ngi cho vic
xem xt 1 cch y v thng thn v cc im yu ca t chc.
Gi s rng bn cm thy c th tho lun v cc im yu ca t chc
ca bn mt cch trung thc, th iu quan trng l bn nn lm nh vy bi v
nh gi thc t ca bn giai on ny s lm tng gi tr phn tch SWOT.
Nhiu t chc s dng mt ma trn n gin so snh tm quan trng
v s ng k ca mi im mnh v im yu, c gi l ma trn hiu sut-
mc quan trng. Mc quan trng thng c phn loi l cao, trung bnh
hoc thp, cn mc ng k c nh gi l quan trng, ng k, nh, hoc
trung lp.

2.2.3. Kt lun:

14
 - Phn tch ni b t chc nn bao gm vn ho, chuyn mn, ngun lc
v nhng phm cht c o trong th trng.
- im mnh l nhng th lm gia tng gi tr hoc mang li cho t chc
ca bn mt li th cnh tranh.
- im yu l nhng iu lm gim gi tr ca li cho ca bn hoc t
bn vo th bt li khi so snh vi i th cnh tranh ca bn.
- im yu c th kh tho lun mt cch trung thc v khch quan v
vic c th hm ch trch cch qun l ca t chc.

2.3 Phn tch bn ngoi:

Cc yu t bn ngoi bao gm mi trng m t chc bn hot ng, th
trng, h sinh thi v cc bn th ba lin quan.
Th trng cp n khu vc th trng bn cung cp hng ho hoc
dch v ca bn cho d iu ny c thc hin trn c s phi li nhun. N
cng bao gm tt c cc khch hng ca bn.
H sinh thi l ci g tn ti vt ra ngoi th trng v bao gm cc
cng ngh hin ti v tng lai cng nh cc m hnh kinh doanh hin ti v m
hnh xut. V d: h sinh thi trong xut bn sch bao gm cc hiu sch
ln, cc nh bn l khng chuyn (siu th vv), cc nh bn l sch trc tuyn
(Amazon, Smashwords, v.v.) cng nh cc th vin v nhng ni khc m mi
ngi c th c sch. Cc cng ngh mi ny c th lm mt tnh n nh chin
lc kinh doanh hin ti ca bn nu chng b b qua hoc khng c coi
trng. Ngoi cng ngh, h sinh thi bao gm mi trng x hi, kinh t v cc
yu t chnh tr m bn vn hnh.
Bn th ba l tt c cc thc th khc m bn i ph vi nhng ngi
khng phi l khch hng ca bn (v do l mt phn ca 'th trng'). H
bao gm cc nh cung cp, i tc v i th cnh tranh ca bn v cng c th
bao gm cc c quan chnh ph v c quan qun l, cc phng tin truyn
thng hoc bt k nhm no khc m bn cn gii quyt trong qu trnh kinh

15
doanh.
H sinh thi cng c th c phn tch s dng k thut phn tch chin
lc PESTLE, tp trung vo cc bin mi trng v m.
Khi bn xc nh c nhng yu t bn ngoi ny, bn nn phn loi
chng thnh nhng c hi hoc mi e da tim n.

2.3.1. Opportunities Nhng c hi: C hi c th xy ra v nhiu l do

c th l do thay i trong th trng, thay i li sng ca khch hng, tin b
trong cng ngh, phng php sn xut mi, v.v.
Nhng c hi tng trng ny cng c th n t vic gii quyt vn
lin quan n sn phm hin ti ca bn. V d, th phn ca Skoda tng ln
ng k khi chic xe ca hng c bit l ng tin cy.
Cc t chc doanh nghip thnh cng thng xuyn xem xt th trng v
dch v ca h xem lm th no c th tng th phn ca h.
Trong nhng nm gn y, s gia tng tc thay i cng ngh gip
nhiu t chc t c tc pht trin nhanh chng bng cch gia cng v
thu ngoi.
S thay i trong cu trc ca th trng cng vi thay i m hnh x hi
v li sng cng m rng nhng c hi. V d, hu ht cc siu th cung cp
hng lot cc sn phm hng ngy t sch n in. Bt u t nhng ca
hng tp ho ln, h c c hi thay i li sng p ng nhu cu mua sm
mt mnh c hai gii, k c nhng ngi lm vic ton thi gian v thch mua
mi th h cn t t ca hng nht c th .
Mt yu t khc c th ng vai tr l ngun tng trng, c hi l s
thay i chnh sch hay cc quy nh ca chnh ph. V d, ti Anh, vic bi b
quy nh v cc dch v tin ch nh cc c s cung cp dch v in, nc v
in t c th t do cung cp cho khch hng bt k dch v hoc sn phm
no m h cho l ng gi, dn n cc cng ty nc bn bo him v cc cng
ty in lc cung cp kh t trong nc.

16
 Ngoi ra, nhng thay i trong lut l trong Lin minh chu u bt buc
tr em di chiu cao hoc tui nht nh phi c ch ngi trong xe hi
cung cp cho bt c ai sn xut nhng sn phm ny mt c hi tng trng
ng k.
Tt c cc c hi m bn xc nh trong phn tch SWOT s nm bn
ngoi t chc ca bn v mt s c th hn ch thi gian. V d, khi Lin minh
chu u thng qua lut buc tt c cc nh cung cp hng ho in phi tun th
lut x l rc thi mi vo thng 1 nm 2007, iu ny to ra c hi ngn hn
cho cc cng ty cung cp dch v t vn trong lnh vc ny.
Khi bn lm vic thng qua phn tch bn ngoi ca qu trnh SWOT, cn
phi bit rng nhng g c xem nh c hi trong mt th trng hoc cho mt
sn phm hoc dch v c th c coi l mt mi e da cho ngi khc.

2.3.2. Threats - Cc mi e da: Phn cui cng ca qu trnh SWOT

bao gm vic nh gi ri ro bn ngoi m t chc bn phi i mt. y c
gi l mi e da v c to thnh t cc yu t bn ngoi ngoi tm kim sot
ca bn.
Mc d l bn ngoi, c ngha l bn c t hoc khng c quyn kim sot
i vi h, t chc ca bn nn cn nhc vic to ra cc k hoch d phng cho
d n c s si. iu ny s m bo rng bn khng b gy bt ng trong mi
tnh hung.
Kh nng xc nh cc mi e da tim n cng ln th bn cng c kh
nng ch ng hn trong vic lp k hoch v p ng cc s kin nh vy. D
on v p ng cc hnh ng ca i th cnh tranh l mt trong nhng thch
thc ln nht m t chc ca bn phi i mt v ch r nhu cu thu thp thng
tin th trng tt.
Cc mi e da ng k khc l nhng mi lin quan vi chui cung ng.
V d: cc nh cung cp ca bn c th tng gi, chi ph vn chuyn hoc cc
iu khon v iu kin theo cch c hi cho bn. Thay i ny c th xy ra do

17
s thay i mi trng bn ngoi ca h, chng hn nh tng chi ph nguyn
liu hoc chi ph lao ng.
Nhng thay i trong chnh th trng c th gy ra mi e da i vi t
chc ca bn, chng hn nh mt ngi ng k th trng mi lm thay i
ng k vic cung cp sn phm. V d, iTunes v Spotify ca Apple thay i
hon ton th trng m nhc.
Cng c th c nhng thay i bt ng trong hnh vi ca ngi tiu dng
c th nh hng ng k vic bn sn phm ca bn. V d, vic chp nhn gn
nh ph qut v hnh vi trm cp bn quyn di hnh thc ti v bt hp php
c ngha l mt ci g tng l mt hot ng nh tr nn ph bin.
im quan trng y khng phi l k thut cho php m vn l rt nhiu
ngi khng bao gi ly ci g m khng phi tr tin th by gi thng
xuyn lm iu . Nhng loi thay i hnh vi gn nh khng th tin on,
c th l kh t ngt, v c nhng hu qu rt ln.
Xc nh cc mi e da tim n l mt phn quan trng trong phn tch
SWOT. Trong giai on ny, cc c nhn khng nn do d trong vic a nhng
cnh bo v vin cnh ti t nht ln cc cuc tho lun. Mt s vn c th c
tnh u c cao nhng tranh lun v chng s lm tng thm gi tr cho phn tch
SWOT.

2.3.3. Kt lun: Cc yu t bn ngoi bao gm mi trng m t chc

bn hot ng, th trng, h sinh thi v tt c cc bn th ba lin quan.
Th trng bao gm tt c cc khch hng ca bn.
H sinh thi bao gm mi trng cng ngh, x hi, kinh t v chnh tr
m bn vn hnh.
H sinh thi cng c th c phn tch s dng cng ngh phn tch
chin lc PESTLE.
Bn th ba bao gm tt c cc thc th khc m bn i ph vi nhng
ngi khng phi l khch hng ca bn.

18
 C hi c th l kt qu ca s thay i trong th trng, thay i li sng
ca khch hng, nhng tin b trong cng ngh hoc cc phng php sn xut
mi.
Cc mi e da l cc yu t bn ngoi nm ngoi tm kim sot ca bn
v c th bt ngun t chui cung ng, t s thay i hnh vi ca ngi tiu
dng, t chu k kinh t, v.v.

2.4 u im v nhc im ca phn tch SWOT.

S ph bin ca phn tch SWOT l do tnh n gin v linh hot. N d
hiu v vic thc hin n khng i hi bt k kin thc k thut hoc o to
chuyn mn no.
Phng php SWOT c th hi t mt s lng ln cc yu t tnh hung
thnh mt s t c th qun l, nhng mt khc n khuyn khch xu hng n
gin ha tnh hnh v n c th b nh hng qu mc bi nhng li ch c
t trong t chc. iu ny c bit r rng khi tin hnh SWOT cp cao.
Nhng ngi c trch nhim pht trin chin lc cn phi nhn thc
c nhng vn ny v s quan tm qu mc v cc li ch c, v c gng
xem xt nh gi chng ng mc. Tuy nhin, iu ny lun c kh khn, nu
ngi qun l khng mun xem xt cc la chn c th e do m hnh kinh
doanh hin ti.
Mt vn khc vi SWOT l khng c gii hn r rng v nhng th
nh n l g v c lin quan hay khng. Ngi ch tr cc cuc tho lun SWOT
cn gi mi ngi tp trung vo nhng g quan trng t c cc mc tiu
thay v ch to ra danh sch cc vn v phn loi chng mt cch ty tin m
khng c bt k ti liu tham kho bn ngoi no.
Cng cn phi thm mt yu t u tin vo danh sch cc yu t trong
bn yu t chnh. Nu khng, bn c th a ra quyt nh rng c hi v mi
e da cn bng nhau, trong thc t cc mi e da c nguy c ln hn cho t
chc ca bn hn l cc c hi m n c th tn dng.

19
 Chng 3. Ma trn BOSTON
3.1. Gii thiu chung:
Mt vai tr quan trng ca qun l trong qu trnh lp k hoch chin
lc l s cung cp sn c ca th trng. Thng tin v d liu ny s ng mt
vai tr quan trng trong vic phn tch cc nng lc ni b ca t chc, mt
phn thit yu ca vic pht trin v thc hin chin lc.
Bt k vai tr qun l ca bn th no, i khi bn c th yu cu thng
tin th trng s dng trong qu trnh lp k hoch chin lc. Cc loi d liu
c a vo h thng thng tin tip th (MIS - marketing information system)
bao gm tt c cc lnh vc ca t chc-sn xut, hot ng, bn hng v tip
th, vv
Cp nht MIS cng chnh xc, cnh tranh ca bn s cng ln. MIS cng
gip t chc ca bn xc nh v p ng cc c hi v mi e da c xc
nh trong phn tch SWOT.
Phn ng ca t chc ch mang li hiu qu nu n c s nm bt r rng
v kh nng ni ti. Mt trong nhng cng c ph bin nht c cc t chc s
dng phn tch l Ma trn Boston.
Bruce Henderson pht trin k thut phn tch nghip v ny vo nm
1970 s dng trong Nhm T vn Boston. N c thit k s dng bi
cc chuyn gia t vn gip cc cng ty phn tch cc n v kinh doanh hoc
cc dng sn phm ca h.
K thut ny tr nn ni ting bi nhiu tn khc nhau bao gm: B-
BOX, phn tch BCG, ma trn BCG, hp Boston, ma trn Boston, v biu
Portfolio.
Ma trn Boston c s dng gip t chc quyt nh phn b cc
ngun lc cho tng sn phm hoc dch v bn ra ty thuc vo cch thc sn
phm hoc dch v c nh v trn th trng. N thng c s dng bi
nhng ngi c trch nhim tip th thng hiu, qun l sn phm, qun l

20
chin lc, v phn tch danh mc u t.
Ma trn Boston gip to thun li cho cc cuc tho lun v gi tr ng
gp bi khon u t cn thit cho cc sn phm v dch v c th. Cc pht
hin ca n cho php a ra quyt nh cn phi duy tr, nhng g nn c thu
hi, v cn c pht trin thm na.
Ma trn bao gm hai trc: mt cho thy s tng trng ca th trng v
mt phn khc cho thy th phn. Bn gc ta kt qu to thnh cc loi theo
mt t chc c th phn loi cc n v kinh doanh hoc sn phm ca mnh.
Cc nh phn tch sau v s phn tn trong ma trn xp hng cc n v
kinh doanh hoc cc sn phm v dch v trn c s th phn tng i v t l
tng trng.
iu ny cung cp mt gii php ban u kim tra c hi ca t chc
doanh nghip. N cung cp c ch cho php suy ngh v cch thc phn b
ngun lc v u t tt nht ti a ha li nhun v tng trng trong tng
lai cho danh mc sn phm v dch v ca bn.
Ma trn ny xem xt hai tham s chin lc v th phn (market share) v
s tng trng th trng (market growth) khi phn b u tin cho mt sn
phm v trng tm t chc v hot ng. nh gi mc u tin ny c
nh gi, bn cn hiu th phn ca th trng v s tng trng ca th trng
c mi lin h vi nhau nh th no.

21
 Hnh 3.1: Ma trn Boston.

3.2. Phn tch ma trn Boston.

3.2.1. Market share - Th phn: Th phn l t l phn trm ca doanh
thu hoc doanh s bn hng m t chc ca bn c trong tng s th trng. Ni
cch khc, th phn ca bn cng cao, th t l th trng bn kim sot v nh
hng cng ln. Ma trn cng gi nh rng thu nhp tng ln nh th phn ca
bn. iu ny khng phi lc no cng ng v l mt trong nhng hn ch ca
phn tch ny.
Ma trn Boston cng a ra mt gi nh ln trong vic gii thch v th
phn v s lin quan n li nhun nh th no. N gi nh rng mt th phn
cao c ngha l t chc ny c li nhun cao cho sn phm hoc dch v ny. N
cho rng t chc ny c thnh lp v c nhng hiu bit v th trng, v
t c nhng li th theo quy m ca cc nn kinh t.
iu ny c th l mt gi nh an ton vi 50 nm trc y, nhng
n khng hon ton ng vi trng hp hin ti. C nhiu l do ti sao mt sn
phm c th dn u th trng nhng khng hn phi sinh li nht. V d, n c
th chu thua l ban u, nhng sau s to li nhun thng qua cc sn phm
lin quan.

22
 Cch thng thng m th phn c th hin l t l so vi i th cnh
tranh ln nht ca bn, bi v iu ny minh ho mc bn chim lnh th
trng. V vy, nu bn c th phn 20%, v i th cnh tranh gn nht ca bn
c t l 10% l t l 2: 1.
D mt t l cao hay thp th u ph thuc vo ngnh cng nghip. V
d, trong th trng hng tiu dng nhanh (FMCG), thng hiu dn u thng
rt n nh v c li nhun. Trn thc t, th phn trong FMCG c xu hng
tun theo 'lut 123'. iu ny c ngha l th phn ca thng hiu dn u cao
gp i so vi i th cnh tranh gn nht v gp ba ln so vi i th cnh
tranh gn nht tip theo.

3.2.3 Market growth - Tng trng th trng: l t l tng trng so

vi nm trc. N c s dng nh mt thc o mc hp dn ca mt th
trng i vi cc nh cung cp hin ti v nhng ngi mi tham gia.
Tng trng th trng cao to ra mt mi trng trong cc t chc c
th d dng tng li nhun ca mnh, ngay c khi th phn ca h vn gi
nguyn.
Ngc li, nu sn phm ca bn ang trong mt th trng c tc
tng trng thp, bn s phi i mt vi hot ng cnh tranh khc lit v t
chc ca bn s cn phi n lc ng k duy tr th phn ca mnh, ngay c
khi n l nh cung cp. Thng th vic duy tr th trng ch c th t c
bng vic chit khu mnh m, lm trong mt th trng tng trng thp nh
vy t c li nhun v khng hp dn.
Ma trn Boston s dng dng tin mt lm phng tin phn loi danh
mc sn phm hoc dch v ca mt t chc. N s dng th phn minh ha
cho mt sn phm hoc dch v c th to ra tin mt tt nh th no v s dng
s tng trng ca th trng cho bit cn bao nhiu tin trong tng lai.
Kt lun nhng im chnh:
- Ma trn Boston c s dng phn b cc ngun lc ty thuc vo

23
 cch mt sn phm hoc dch v c nh v trn th trng.
- N c th c s dng phn tch cc n v kinh doanh, dng sn
phm v dch v.
- ma trn bao gm hai trc: mt cho thy s tng trng ca th trng
v mt th hin th phn.
- Th phn l t l phn trm ca doanh thu hoc doanh s bn hng m
t chc c trong tng s th trng.
- Tng trng ca th trng l tng trng phn trm so vi nm trc.

Nh trnh by trn, Ma trn Boston bao gm hai trc (tng trng th

trng v th phn) c phn chia gia cao v thp. Kt qu bn gc ta to
thnh cc nhm, theo mt t chc c th phn loi n v kinh doanh hoc
sn phm ca mnh.

3.2.4 Cc trong ma trn Boston:

Question mark - Du hi: Mt sn phm mi vo th trng thng i
qua ny. Lc sn phm c kh nng tng trng rt nhanh v ha hn nhiu
trin vng, song cng y ri ro, do , biu tng ca n ng nhin l mt
du hi nh tn ca ny. D tng nhanh hay khng th sn phm trong ny
ch t c s tng trng, cn ha hn v thc thu v tin th khng bao gi
c nhiu.
Stars - Ngi sao: nm trn v tr cao ca trc tng trng th phn trn ma
trn. Sn phm, dch v c mc tng trng th phn tt, chim th phn
nhiu, song vic n kim c nhiu tin hay khng vn cn c nhiu n s bi
cn phi i xem hiu s gia doanh thu v chi ph. Khng him sn phm c
th phn rt tt song li khng em li li nhun nh mong mun. Tuy nhin, d
c hiu qu hay khng, nu sn phm nm c Sao ny, n cng ang tr
nn ni bt trn th trng v cha ng nhiu ha hn.
Cash cows - B sa: ny tng ng vi mc tng trng chm li

24
v th phn, song li nhun li kh quan nu tnh n thun v hiu qu kinh
doanh ca sn phm. Tng ng vi hnh tng con B sa, sn phm trong
v th ny cho dng tin tt, hiu qu kinh doanh tt nh ch b cho sa.
Dogs - Ch mc: Sn phm hoc khng tin ln ni, hoc v thng l
ri vo tnh trng suy thoi, cho li nhun km. Dng tin sn sinh khng
lm pht sinh li nhun v duy tr hot ng kinh doanh lu di. Nu mt sn
phm t b sa c nguy c ri vo ny, nhng ngi qun l cn n lc ht
sc a n tr li Sao hay duy tr chnh B sa.
Hu ht cc doanh nghip mong i sn phm ca h bt u nh mt
du hi question mark, sau tr thnh mt ngi sao star v sau l b
sa cash cows khi th trng trng thnh. Cui cng, sn phm tr thnh ch
mc - dogs khi th trng st gim.
Khng c g chc chn v iu ny v mt s sn phm l stars t thi
im khi ng, trong khi nhng sn phm khc li tr thnh dogs gn nh
ngay lp tc.

3.3 S dng ma trn Boston cp nhn hiu

L mt phn ca nhm qun l, bn c th tham gia vo cc cuc tho
lun chin lc khi bn c yu cu ng gp v bnh lun v phn loi sn
phm hoc dch v ca bn theo ma trn Boston.
Hiu thut ng ny l rt cn thit nhng bn cng cn lu n nhng
im yu ca k thut ny.
Ma trn Boston thng c s dng a ra nhng quyt nh sau v
sn phm, dch v hoc n v kinh doanh.
1. Cch tt nht qun l cc sn phm ring l trong mt phm vi hon
chnh c tnh n iu kin th trng.
2. Lm th no s dng cc sn phm thnh cng v c li nhun ti
tr cho s pht trin cho cc sn phm tng lai.

25
 Bng vic s dng ma trn a ra cc quyt nh v cc sn phm hoc
cc n v kinh doanh u t, cc t chc c th ti u ha vic phn phi cc
qu trn cc n v kinh doanh hoc phm vi sn phm. N cng s lm ni bt
nhng lnh vc m h cn phi t gii phng t c mc tiu tng trng
li nhun v tng trng.
Ma trn Boston to ra rt nhiu tranh ci k t khi n c gii thiu
vo nm 1970. Ban u n nhm gip cc t chc phn b cc ngun lc gia
cc loi hnh kinh doanh khc nhau. Tuy nhin, ngun vn ti chnh ngy cng
t do hn so vi nhng nm 1970 v vic phn b ngun vn khan him by gi
khng cn l mt vn na.
iu quan trng l m hnh ban u c pht trin phn b vn gia
cc cng ty hoc n v hot ng. N khng c thit k c s dng
cp thng hiu. Vic s dng (hoc lm dng) ma trn Boston c th to ra
nhng iu d on trc bi v mt s ngi nhn nhn n nh m hnh m
cash cows cui cng s tr thnh dogs v l iu khng th trnh khi.
Trn thc t, mt thng hiu tng l Cash Cow c th c tip thm sc
mnh bi n lc tip th hay thit k li sn phm.
Mt v d in hnh ca vic ny l mua li v m li thng hiu Mini
ca BMW. Mt s nh ph bnh ma trn Boston cho rng n ngm ph nhn
vic thng hiu c th c bin i, trong khi thc t l mt chin lc rt
tt. Vic nh gi thp mt thng hiu khng c ngha g bi v thng hiu
thng i din cho ti sn c gi tr thc cho mt t chc.
Bt chp nhng tranh ci xung quanh n, ma trn Boston vn l mt cng
c c gi tr nu bn nhn thc c nhng thiu st ca n.
Kt lun:
- Ma trn Boston c th gip ti u ho vic phn phi ngn qu gia
cc n v kinh doanh hoc cc phm vi sn phm.
- N thng c s dng cp thng hiu, mc d ban u n
khng c thit k c phc v mc ch .

26
 - l mt m hnh c th dn n vic ra quyt nh sai lm ca nhng
ngi lm dng n.
- N c th l mt cng c c gi tr vi iu kin bn nhn thc c
nhng thiu st ca n.

3.4 A balanced portfolio - mt danh mc cn bng: Mt danh mc cn

bng trong mt doanh nghip cho php nh v tr chnh n tn dng li th
ca hin ti v c hi tng trng th trng trong tng lai.
V d: sn phm Cash Cow cung cp cc qu u t c th c s
dng chuyn i Question Mark ngy nay thnh Star ca ngy mai. Mt
khi danh mc u t cn bng c xc nh, t chc ca bn c th la chn
p dng thch hp nht trong s bn chin lc sau:
Hold duy tr: bn chn tip tc lm nhng iu tng t duy tr
hin trng.
Build xy dng: bn chn u t thm na, duy tr th phn ca
mt star hoc to question mark a vo star.
Havest - thu hoch: bn quyt nh s dng dng tin t Star hoc
Cash Cow gim gnh nng u t v ti a ha li nhun.
Divest - tho bn hoc thu hi Dogs dnh ngun nhn lc v vn
ti chnh u t vo sn phm Star and Question Mark v cc n v kinh
doanh ca bn.
Ma trn Boston cng c th c s dng xc nh c v tr hin ti
ca bn c ph hp vi mc ch t chc khng. iu ny c th gip xc nh
cc lnh vc m bn cn a ch t c mt danh mc u t cn bng. N
cng a ra mt vin cnh thay th cho vic ch xem xt cc vng i (phn tch
danh mc sn phm) ca tng sn phm.
T chc ca bn cng c th s dng ma trn Boston ch ra nhng
im mnh v im yu ca sn phm v qun l dng tin mt. iu ny c
nh gi bng lng tin mt mi sn phm to ra (th phn tng i) so vi s

27
lng m n s dng (tc tng trng th trng).
Bng cch s dng th phn tng i ch khng phi li nhun, Ma trn
Boston m bo rng n khng ch l dng tin. Th phn tng i minh ha
vic nh v sn phm hoc dch v ca bn so vi i th chnh ca bn. N
cng c th gip bn quyt nh v tr trong tng lai v nhng hot ng tip
th no c th l hiu qu nht.
Bt k t chc no s dng ma trn Boston xc nh chin lc ca
mnh, thay v ch a ra mt du hiu v tim nng trong tng lai, phi i din
cho dng tin ca tng n v kinh doanh hoc sn phm c nh gi ng.
C khuynh hng ngi dng n gin ho vic phn tch v tp trung phn loi
cc sn phm hoc n v kinh doanh nh Cash Cow, Stars, Question Mark,
hoc Dogs, thay v xem xt dng tin.
Cch tip cn tm thng ny dn ti vic ma trn b coi l khng thc
t i vi cc t chc mun pht trin kinh doanh ca h, lm cho ma trn
Boston km ph bin. Nm 1992 mt nghin cu ca Slater v Zwirlein thc s
cho thy trong s 129 cng ty h xem xt, nhng ngi s dng ma trn
Boston nh mt phn ca k hoch danh mc u t mang li li nhun thp
hn cho cc nh u t.
Nguy c ca vic tp trung vo tng trng th trng v th phn l n c
th lm bn b qua cc yu t chnh xc nh v tr cnh tranh ca bn. Ngoi ra,
bn cn phi tnh n s ph thuc ln nhau gia cc sn phm ca bn v nhn
thc c thnh cng ca s khc bit nh l mt cch t c li th cnh
tranh.
Ma trn Boston gi nh rng cng chia s th trng, sn phm ca bn
cng thu nhiu li nhun hoc n v kinh doanh ca bn s c. N cng bc
b kh nng mt sn phm thch hp vi th phn thp c th mang li li
nhun, trong khi trn thc t c nhiu Dogs li cung cp li nhun cao hn
nhiu Cash Cows.

28
 Chng 4. Phn tch m hnh 5 p lc cnh tranh ca M. Porter
4.1 Gii thiu chung.
Bt k chin lc t chc no m bn pht trin cn phi bao gm c
nhn thc su sc v mi trng bn ngoi m t chc ang vn hnh. Hai cng
c c s dng rng ri nht c th gip bn thc hin vic ny l phn tch
PESTLE Analysis v Porter Five Forces.
Trong khi s hiu bit mi trng v m l iu cn thit pht trin
chin lc ca bn, th n ch mang li cho bn mt na bc tranh ca bi cnh.
Bn cng cn phi c mt s hiu bit thu o v i th cnh tranh ca bn v
tc ng ca h c th c trong t chc ca bn. lm c iu ny, bn cn
tin hnh phn tch 5 p lc cnh tranh ca Michael Porter.
Nm 1979, Michael E. Porter thuc i hc Harvard xc nh c
nm p lc cnh tranh chnh quyt nh s hp dn c bn ca mt th trng
hoc mt khu vc th trng trong di hn.
iu ny c gi l phn tch 5 p lc cnh tranh ca Michael Porter v
n cung cp m hnh cho php cc t chc phn tch ngnh ca h theo cch
xem xt cc hot ng ca i th cnh tranh ca bn. y l mt phn quan
trng trong vic to ra mt chin lc v iu quan trng l cc nh qun l hiu
cch thc hot ng v cch thc ng gp vo n.
Mt trong nhng kha cnh quan trng nht ca vic s dng k thut ny
l kh nng nh ngha th trng. Xc nh th trng qu hp, c gi l cn
th th trng, c th lm cho khng th xc nh ai l i th cnh tranh v nhu
cu th trng v c hi.
K thut phn tch ca Porter tr nn ph bin vi cc nh phn tch
nghip v v chin lc v thng c coi l mt gii php thay th ng tin
cy v thc t hn i vi phn tch SWOT c s dng rng ri. iu ny l
do n xem xt cc p lc cnh tranh c th tn ti trong th trng v c nh
hng nh th no n doanh nghip ca bn v thnh cng lu di ca n.
Trong th trng cnh tranh ngy nay, bt k doanh nghip thnh cng

29
no u phi c mt mc thng tin hp l i v i th cnh tranh ca
mnh.. Nhng mi e da ln nht ca bn c nhiu kh nng xut pht t cc
i th cnh tranh mi hoc ang ni ln hoc cc cng ngh mi.
V d, nh cung cp dch v t vn Entrant-Tata l mt thnh vin mi t
n v c th xm nhp nghim tc vo th trng. Cc nh cung cp hin
ti nh EDS v Accenture phi vt ln gi li th phn ca h k t khi
Tata n.
Cng ngh mi - thnh cng ca thit b c eBook (sch in t) nh
Kindle lm cho ngnh cng nghip xut bn phi vt ln p ng. Mt bi
bo gn y trong tp ch Publishers Weekly cho bit eBooks chim khong mt
phn ba tng s sch tiu th.
M hnh ca Porter xem xt nm p lc xc nh 'tnh hp dn' ca th
trng ca bn bng cch phn tch cng cnh tranh. Ci m Porter mun
ni mt th trng c th c sc "hp dn" l kh nng sinh li ca ni chung,
c nh gi bng cch nhn vo cc c hi v ri ro tim n.

Hnh 4.1: M hnh 5 p lc cnh tranh Poster.

Nm yu t chnh m m hnh s dng xc nh v nh gi cc c hi

30
v ri ro tim nng l:
i th cnh tranh
Mi e da ca ngi mi nhp cuc
Mi e da ca vic b thay th
Sc mnh thng lng ca cc nh cung cp
Sc mnh thng lng ca khch hng
Ba loi u tin c coi l cnh tranh ngang bi v mi lc lng hot
ng theo cng mt cch trong th trng. Hai ci sau c phn loi l cnh
tranh theo chiu dc bi v chng vn hnh trong chui cung ng.
iu quan trng cn nh khi s dng 5 p lc cnh tranh ca Porter l
mt phn trong phn tch chin lc ca bn rng phng php ny c thit
k s dng cp ngnh kinh doanh 'Line-of-business'. 'Line-of-business'
c nh ngha l p dng cho mt b mt hoc nhiu sn phm c lin quan
n dch v giao dch khch hng c th hoc nhu cu kinh doanh.
Nu t chc ca bn c mt danh mc sn phm v dch v a dng, th
n phi to ra mt m hnh ring cho tng lnh vc ny. Hiu c tnh nng
ng ca m hnh Porter l rt quan trng thnh cng trong vic a ra cc
quyt nh sng sut nh mt phn ca qu trnh hoch nh chin lc v cn
phi nh rng n khng thch hp s dng cp kinh doanh tng th.
V d, nu mt nh bn l in c mt danh mc sn phm ln, h s cn
pht trin cc m hnh Nm lc lng ring cho tng phm vi. V d:
Hng ha trng (t lnh, t lnh, my ra bt, vv)
Thit b nh bp nh
in thoi di ng
My tnh, my tnh xch tay v my in
Thit b camera
Truyn hnh v phim gia nh
Mi phm vi sn phm kh tch bit vi nhng sn phm khc v nm
yu t nh hng n tng loi sn phm l kh c th. Ch bng cch thc hin

31
mt phn tch ring cho tng phm vi, bn s t c mc hiu bit bn cn
phi thnh cng trong mi ngnh kinh doanh.
Cc t chc doanh nghip thng s dng phn tch 5 p lc cnh tranh
ny gip h nh gi nh tnh v v tr chin lc ca h khi bt u qu
trnh pht trin hoc xem xt. K thut ny ph hp gip xc nh cc c hi
tim nng, c bit nu bn ang cn nhc tham gia vo mt th trng mi
hoc bn ang tm kim nhng cch hiu qu tch bit mnh khi s cnh
tranh.

4.2 i th cnh tranh.

Mt trong nhng cha kha thnh cng ca cc t chc l kh nng hiu
cc hnh ng v chin lc tip th ca i th cnh tranh. Mc cnh tranh
tn ti gia cc i th cnh tranh khc nhau gia cc ngnh v cc khu vc th
trng trong .
Bt k s lng i th cnh tranh chnh m t chc bn phi i mt nh
th no th iu quan trng l bn phi hiu c s khc bit gia cc i th
ca bn. Kin thc ny rt cn thit khi pht trin chin lc ca bn, v n
khng th t c ch n gin bng cch s dng hai ch s, v d: quy m t
chc v th phn, hoc doanh s bn hng v gi tr th trng.
C hai ch s thng c s dng khi nh gi li th cnh tranh ca bn
v ca cc i th ca bn:
T l tp trung CRx.
Ch s HHI (Herfindahl-Hirschman Index).
T l tp trung (CRx): T s ny o tng sn lng sn xut trong mt
ngnh ca mt s cng ty nht nh. N s c th hin bng cch s dng cc
ch ci u ca n theo sau bi mt s. V d: CR4 cung cp cho th phn ca
bn cng ty ln nht; CR5 cung cp cho th phn ca nm cng ty ln nht, v
nh vy t l tp trung thng c s dng cho thy mc kim sot th
trng ca cc cng ty ln nht trong ngnh.

32
 T l tp trung dao ng t 0 n 100 phn trm. Mc t c t
Khng, Thp, hoc Trung bnh, n Cao v tp trung ton b.
Nu nh CR4 = 0%, bn cng ty ln nht trong ngnh s khng c th
phn ng k no. Nu CR4 = 100% th bn cng ty ln nht s chim tng th
phn.
S di y minh ho ch s CR5 ca bn ngnh cng nghip ca
Vng quc Anh gn nh c quyn.

Hnh 4.2: Ch s CR5 ca bn ngnh cng nghip ca Vng quc Anh.

Biu cho thy, i vi c ngnh ng (Sugar sector) v thuc l

(Tobacco sector), 5 cng ty hng u chim 99% th phn. 5 nh cung cp du
v cht bo (Oils and fats) hng u chim 88% th phn, trong khi 5 nh cung
cp kh t (Gas distribution) hng u chim 82% th phn.
Ch s Herfindahl-Hirschman (HHI): y cng c gi l ch s
Herfindahl, v n phc tp hn CRx. iu quan trng cn nm l ch s HHI o
kch thc ca cc t chc lin quan n ngnh v ch ra mc cnh tranh
gia cc t chc ny. HHI cng mang li mt trng lng ln hn cho cc t
chc ln hn.

33
 Hnh 4.3: Thang dao ng ca ch s HHI t 0 n 1

Ch s ny dao ng t 0 n 1. Gi tr 0 cho thy mt s rt ln cc

t chc doanh nghip nh, cn 1 th hin cho s c quyn. Do , ch s HHI
cng gn vi 0, mc cnh tranh trong ngnh cng cao.
C nhng s liu cng b cc ch s ny c th cung cp mt ci nhn
su sc v mc cnh tranh trong ngnh ca bn. Bn c th tm kim nhng
iu ny qua SIC (Standard Industrial Classifications).
Cc yu t nh hng n cnh tranh cnh tranh
C mt s yu t lm tng cng cnh tranh m bn c th tri
nghim:
Mt s lng ln cc cng ty
Tng trng th trng chm
Chi ph c nh cao
Chi ph lu tr cao
Chi ph chuyn i thp
Mc phn bit sn phm thp
Ro cn kt thc cao
S t chc tham gia vo th trng cng ln th mc cnh tranh cng
cao. iu ny l do cc t chc doanh nghip c s cnh tranh nhiu hn khi c
gng ginh khch hng v vy s cnh tranh c th kh tch cc v tt c h u
c gng tr thnh nh lnh o th trng.
S cnh tranh khc lit cng c th xy ra khi th trng pht trin chm.
Cc doanh nghip s gp phi s st gim v doanh thu, v s bo v mnh th
phn hin ti ca h, ng thi c gng ginh c mt th phn ln.

34
 nhng th trng c chi ph c nh chim phn ln tng chi ph, cc t
chc cn phi sn xut ht cng sut m bo h t c chi ph n v thp
nht thng qua cc quy m kinh t. iu ny c ngha l t chc phi p dng
bin php cng rn chin u ginh th phn chng li cc i th ca mnh.
Trng hp cc t chc c sn phm d h hng hoc c chi ph lu tr
cao, h lun tm kim cch chim lnh th trng u tin c th t c
mc gi tt nht. iu ny to ra mt mi trng cnh tranh khc lit ginh
khch hng.
Trong trng hp mt khch hng c th d dng chuyn i gia cc sn
phm th s cnh tranh gia nh cung cp cng s cao. Mt v d in hnh cho
iu ny c th thy trong cc th trng bn rau ti, tht, v c. Tnh hung
ny cng minh ha mt nh hng khc ln cng cnh tranh: l khi c
s khc bit nh gia sn phm ca bn v sn phm ca i th cnh tranh.
Tuy nhin, hiu ng ca vic ny c th gim bng cch pht trin v duy tr
mt bn sc thng hiu mnh m cho sn phm ca bn.
C nhng trng hp khi chi ph t b u t vo ti sn chuyn mn
c yu cu sn xut sn phm ca bn qu ln. Khi phi i mt vi cc
ro cn xut cnh cao, hu ht cc t chc vn tip tc hot ng mc d sn
phm thng khng mang li li nhun.
Cc p lc cnh tranh khng tnh: Chng thay i p ng nhng thay
i trong mi trng ca chng v chu nh hng ca tin b cng ngh. Nhiu
ngnh cng nghip chng kin s thay i s thng tr ca cc nh lnh o
th trng khi nhng ngi mi nhp cuc vi cng ngh thay i tnh nng
ng ca th trng. V d s ra i ca in thoi thng minh ca Apple v
Samsung lm gim ng k th phn ca cc nh lnh o th trng trc
y nh Nokia.
C mt s chin lc t chc p dng khi bo v th phn ca h trong
cc tnh hung cnh tranh khc lit:
Thay i chnh sch gi

35
 Ci thin s khc bit sn phm
Tm cch s dng knh phn phi mt cch sng to hn
Khai thc mi quan h vi nh cung cp
Ci thin mc dch v
Trong lch s, mt trong nhng chin lc ph bin nht ginh th
phn l ct gim gi. Cch tip cn ny mang nhng ri ro nghim trng v n
d dng cho cc i th cnh tranh cng lm nh vy v nh hng n vic t
li mong i ca khch hng v mt gi c. Bng cch gim doanh thu, bn
cng gii hn kh nng u t vo nghin cu v qung b, iu ny c th lm
suy yu v tr ca bn nu bn c thng hiu bo v.
Cc t chc thng thch pht trin hoc duy tr th phn ca mnh bng
cch ci tin cc tnh nng c o m sn phm ca h cung cp so vi i th.
Tuy nhin, y khng phi l mt chin lc c th p dng cho cc sn phm
n gin, khng phc tp.

4.3 Mi e da ca nhng ngi mi tham gia:

S lng ngi tham gia mi, tim nng vo cc th trng khc nhau
ng k v l mt yu t chnh bn cn phi nh lng. Cc ngnh i hi u
t v chuyn mn cao kh khn hn nhiu cho cc t chc mi xm nhp v
thch thc cc nh cung cp hin ti.
Nu th trng ca bn l mt trong nhng cng ty c nn tng cng ngh
thng thng, t nhn thc v thng hiu hoc lng trung thnh, v l mt
trong nhng knh phn phi c th tip cn c vi mi quy m t chc, th
nhng i th mi d dng nhp th trng ca bn.
Mt khc, nu th trng ca bn i hi vic mua li bng sng ch hoc
b quyt c quyn, nhiu ngi mi tham gia tim nng s b cn tr v cn
phi u t ln trc. Cc i th mi cng gp kh khn khi tham gia vo th
trng nu lng trung thnh vi thng hiu cao, v khch hng ca bn t c
kh nng chuyn sang mt thng hiu khc.

36
 Cc i th mi cng c th b ngn cn xm nhp vo th trng nu cc
knh phn phi b hn ch.
C mt s ro cn c th ngn cn cc i th cnh tranh b sung vo th
trng. Nu bn l mt nh cung cp hin ti th bn c c hi to ra hoc tn
dng c li th ny. Nhng ro cn i vi vic gia nhp c th n t nhiu
ngun khc nhau:
c to bi cc chnh ph
Bng sng ch v kin thc c quyn
Tnh c th ca ti sn
Quy m kinh t ni b
Ro cn thot
i khi cc chnh ph to ra hoc cho php nhng g c coi l c
quyn 1 cch "t nhin", chng hn nh cc t chc tin ch. Trong trng hp
ny, n c xem l c li cho ngi tiu dng khi c mt nh cung cp c
iu chnh bi mt c quan ban ngnh hn l c mt s nh cung cp cnh
tranh.
Mt ro cn nhp cnh quan trng cho nhiu th trng hin i l mt
trong nhng kin thc c quyn hoc bng sng ch, cung cp cho t chc ca
h mt li th cnh tranh ng k cho mt khong thi gian, cho php h thu hi
vn u t v tr nn c li.
Tng t nh vy, nhiu ngnh i hi doanh nghip phi u t vo cc
thit b v cng ngh hoc nh my c c th cao to ra ro cn cho nhng
ngi mi tham gia v cc khon tin c lin quan. iu ny kt hp bi thc t
l thit b hoc cng ngh khng th d dng ti s dng cho cc sn phm hoc
dch v khc. y c gi l 'c tnh v ti sn'. Cc t chc hin ti trong
tnh hung ny s bo v th phn v u t t cc i th tim nng.
Nhiu th trng ch hp dn cc t chc nu h c th t c mc
sn xut v chi ph em li cho h nn kinh t c quy m ln. y c gi l
quy m hiu qu ti thiu (MES - Minimum Efficient Scale) v l mt con s

37
thng c bit n i vi nhiu ngnh. MES cng cao th cng c nhiu kh
nng ngn chn vic xm nhp th trng.
Cui cng, khi mt t chc khng th ri khi th trng, n phi cnh
tranh. y c gi l ro cn thot ra, v n hot ng tng t nh cc ro
cn i vi nhp cnh. Kh nng sinh li c th cao trong trng hp cc t
chc c c ro cn nhp cnh v xut cnh cao, min l tt c cc nh cung cp
hot ng hiu qu.

4.4 Mi e da ca ngi thay th

Nhng ngi thay th c th c nh ngha l nhng sn phm hoc
dch v p ng c nhu cu tiu dng c th nhng c sn trong mt th
trng khc. Mt sn phm thay th l mt sn phm t mt ngnh cng nghip
khc mang li li ch cho ngi tiu dng tng t nh sn phm ca cc cng
ty sn xut trong ngnh.
S e da b thay th s nh hng n mi trng cnh tranh ca cc t
chc trong ngnh v nh hng n kh nng t li nhun ca h v ngi
tiu dng c th chn mua sn phm thay th thay cho sn phm ca ngnh.
iu ny l mt yu t quan trng v n hn ch kh nng tng gi ca
cc nh cung cp, mc d iu ny c th nh hng n cc li ch ca h. V
d, gi bo ch b nh hng bi s tn ti ca cc knh tin tc trc tuyn v
truyn hnh. S sn c ca cc dch v min ph ny (t nhiu) khin ngnh
bo ch khng th tng gi theo mc tng chi ph ngay c khi hu ht cc nh
xut bn bo ch u mun lm iu .
Quyn thng lng ca nh cung cp
Bt k t chc no cng cn nguyn vt liu v iu ny to ra mi quan
h gia bn mua v bn bn,
Gia th trng v nh cung cp. S phn phi quyn lc trong cc mi
quan h nh vy thay i, nhng nu n nm vi nh cung cp th h c th s
dng nh hng ny iu khin gi c v tnh kh dng. Bn cn nh gi s

38
cn bng quyn lc trong th trng ca bn nh mt phn ca vic s dng m
hnh ca Porter.
Cc nh cung cp c th lm vic cng nhau tng cng kh nng
thng lng, mc d iu ny thng l tri php lut cc nc pht trin,
ni c bin php khc phc php l nu c nhng hnh ng c pht hin.

4.5 Quyn thng lng ca nh cung cp

Bt k t chc no cng cn nguyn vt liu v iu ny to ra mi quan
h gia bn mua v bn bn,gia th trng v nh cung cp. S phn phi
quyn lc trong cc mi quan h nh vy thay i, nhng nu n nm vi nh
cung cp th h c th s dng nh hng ny iu khin gi c v tnh kh
dng. Bn cn nh gi s cn bng quyn lc trong th trng ca bn nh mt
phn ca vic s dng m hnh ca Porter.
Cc nh cung cp c th lm vic cng nhau tng cng kh nng
thng lng, mc d iu ny thng l tri php lut cc nc pht trin,
ni c bin php khc phc php l nu nhng hnh ng b pht hin.
C mt s c im cho thy mc quyn lc ca mt nh cung cp l:
Th nht h c th tng gi ca h m khng chu nh hng bt li v khi
lng bn hng. Hai l kh nng to ra cc tha thun ngm hoc thm ch l
chnh thc kim sot vic nh gi v cung cp. Hu ht cc nc pht trin u
c lut v quy nh chng c quyn rng ri nhm ngn chn v x pht cc
nh cung cp b bt gi trong loi hnh hot ng ny nhng cc v kin chng
c quyn gn y lin quan n cc phn mm, ti chnh, y t, tin ch v cc
cng ty du m cho thy rng vn ny vn ang c ph bin rng ri.
Thay v tng gi, cc nh cung cp trong mt v th thng lng mnh
c th chn gim s lng sn phm sn c. Cc nh cung cp cng trong
v th mnh nu sn phm hoc dch v m h cung cp l mt thnh phn thit
yu ca sn phm cui cng.
Cc cch khc m nh cung cp c th chi phi bao gm vic p t chi

39
ph hoc hnh pht i vi khch hng ca h nu h quyt nh thay i nh
cung cp khc. Ngoi ra, nh cung cp c th quyt nh chin lc tt nht cho
s pht trin v li nhun l mua hoc to ra cc tho thun vi cc t chc khc
trong chui cung ng tng cng kim sot cc knh phn phi.
Cc v d ni ting v cc nh cung cp mnh l:
DeBeers-chi phi th trng kim cng.
Microsoft thc t chim lnh th trng my tnh c nhn.
Intel v AMD - chim lnh th trng chip vi x l.
Cargill & Monsanto-chi phi th trng sn xut nng nghip.
Trong khi mt s ngnh cng nghip c cc nh cung cp chi phi, th y
cng khng phi l trng hp chung. Trong cc ngnh cng nghip m sn
phm c chun ha, bn c th tm thy mt s lng ln cc nh cung cp
cnh tranh. Ngnh cng nghip ch bin thc phm l mt v d in hnh v
iu ny bi v cc sn phm nng nghip c th c mua t nhiu nh cung
cp, c ln v nh. iu ny cng ging nhau i vi bt k th trng no lin
quan n cc sn phm hng ha.
Mt lng ln ngi mua l mt du hiu cho thy cc nh cung cp
trong th trng c mt v th thng lng yu hn. y l mt trong nhng
c im ca ngnh cng nghip m nhc, ni c mt s cng ty ghi m mnh
(ngi mua) v gn nh khng gii hn s nhc s y tim nng (nh cung
cp). S khng ph hp gia cc nhm ny c ngha l vic cung cp vt xa
nhu cu, v do phn ln cc nhc s phi xc nh cho i mt cht, hoc min
ph, vi hy vng sn phm ca h c a ra th trng.

4.6 Quyn thng lng ca khch hng.

T chc ca bn cng nn nh gi mc m khch hng hoc ngi
mua c quyn thng lng. Trong trng hp khch hng c v th mnh, h
c th gy p lc ng k cho th trng v yu cu cht lng c ci thin

40
hoc gi thp hn.
C mt s yu t chnh lm tng sc mnh m phn ca khch hng:
Khch hng tp trung hn ngi bn
Chi ph chuyn i cho khch hng thp
Khch hng c o to tt v sn phm
Khch hng nhy cm vi gi c
Phn ln doanh s bn hng ca ngi bn u do khch hng chi tr
Sn phm hoc dch v ca khch hng b nh hng
C s khc bit nh gia cc sn phm
Nguy c hi nhp lc hu cao.
Mc m khch hng c th nh hng n th trng ph thuc vo
mc tp trung ca h hoc doanh nghip tt nh th no. Nhiu nng dn
nh sn xut hoa qu v rau c, chng c k hp ng bn cho khch hng
ca h, cc siu th. Cc h chn nui nh phi p ng c vic kim sot
cht lng nghim ngt i vi chng bi cc siu th hoc c nguy c mt hp
ng. iu ny cho php cc siu th, nh cc khch hng, gy p lc ln nhng
nh cung cp nh ny.
Khch hng cng c quyn m phn ng k trong cc th trng, ni d
dng chuyn i gia cc sn phm khc nhau m khng phi chu bt k chi
ph chuyn nhng no. Mt v d in hnh l th trng bt git, m khng c
s trung thnh ca thng hiu khng c tc ng ti chnh nu bn trao i
gia cc sn phm. Quyn ny s gim nu khch hng phi dnh nhiu thi
gian hoc n lc hn trong vic chuyn i gia cc sn phm hoc dch v.
Trong trng hp vic mua hng ca khch hng i din cho mt t l
ng k trong tng chi ph ca h, h s nhy cm v gi c hn v qu trnh
mua s ko di hn. iu ny dn n kh nng thng lng ln hn cho
khch hng, v ngi bn s phi thuyt phc nhiu hn trong qu trnh bn
hng.
Ngoi ra, cng c nhiu kin thc m khch hng c v sn phm, kh

41
nng mc c s cng cao v h s nhn thc c li ch v tnh nng ca sn
phm. H cng c th nhn thc c cch thc sn phm ca bn so snh vi
sn phm ca i th cnh tranh, v trong nhiu trng hp bn c th quen
thuc vi cu trc chi ph ca bn v chun b s dng thng tin ny mc c.
nhng th trng ni m cc sn phm khng c s phn bit r rng,
s trung thnh vi thng hiu thp hoc khng tn ti, v sn phm sn c t
nhiu nh cung cp, khch hng thng c ng lc mua da trn gi ch
khng phi l khi nim v lng trung thnh. iu ny mang li cho khch hng
sc mnh thng lng ln hn nh cung cp, nhng ngi ch c th ginh
c khch hng mi tm thi v c th s cung cp ca h ch tt hn ti thi
im c th theo thi gian.
Mt v d khc v s thay i trong quyn thng lng ny l ca th
trng loi thnh phn. Sn phm ca bn trong trng hp ny c th c
thng hiu ni ting nhng v sn phm ny ch l mt trong nhiu mt hng
trong sn phm cui m khng c li ch g so vi bt k thnh phn no khc
th khch hng s mua theo gi.

4.7 Kt lun: Trong khi m hnh 5 p lc cnh tranh ca Porter c nhng

li ch ca n, bn nn lu n nhng cn nhc nht nh khi s dng n. Bi
nhiu trong s ny n t thc t l n c pht trin trong mt mi trng
kh khc bit vi mi trng hot ng m cc doanh nghip thng thy.
Nhng cn nhc ny l:
- nh ngha ngnh l kh
- Ch cung cp bi cnh tc thi
- C cu th trng kh tnh
- Cc p lc phi th trng b b qua
- Thch hp vi th trng c cu trc n gin
Gi s th trng cnh tranh:
Tc thay i gi y nhanh hn.

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 Cu trc th trng c cho l tng i tnh.
M hnh ny cung cp cho bn bc nh chp nhanh v mi trng ca
bn.
C th kh xc nh ngnh
M hnh khng xem xt cc lc lng phi th trng
M hnh ny ph hp nht phn tch cu trc th trng n gin
M hnh da trn tng cnh tranh.
Th trng ngy nay c s thay i ng k so vi cui nhng nm 1970,
c bit l v tc thay i kinh nghim v s n nh ca cu trc th trng.
Nhng thay i trong cng ngh xy ra thng xuyn v tc ng ca chng
hu nh tc thi v c th gy ra s gin on ng k cho th trng.
Rt t cu trc th trng vn khng thay i, ngi mi gia nhp, s sn
c vn u t mo him, ro cn gia nhp v mi quan h chui cung ng c th
thay i n mc m hnh kinh doanh ca mt t chc cn thay i duy tr v
th th trng. Nhng thay i v cng ngh cng lm gim ng k thi gian
mt sn phm t giai on thai nghn n lc trng thnh v a ra th trng.
Nu khng c thng tin cp nht thng xuyn, bt k kin thc thu c
t vic s dng m hnh ca Porter s nhanh chng li thi v n ch c thit
k cung cp mt bi cnh ca bt k th trng c th no. M hnh khng
th cung cp cho bn thng tin ngha v cch hiu qu nht c hnh ng
phng nga. Tuy nhin, n a ra cc gi nht nh v nhng thch thc v
mi e da cho cc doanh nghip.
M hnh ca Porter cng gp kh khn trong vic tch hp cc s phc
tp ca th trng ngy nay vi cc mi quan h thng xuyn v cc nhm sn
phm ca cc doanh nghip. Nu t chc ca bn xc nh phn khc th trng
ca mnh qu hp ph hp vi m hnh th cc yu t chnh c th b b qua,
v d php lut v cc tng tc gia ngi bn v ngi mua.
Cc t chc phi p ng khng ch l cc p lc th trng. H cn phi
nhn thc, hiu ngha ca v p ng cc quy nh ca chnh ph, v o c

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cng ty, v trch nhim x hi ca h. Vn ho ni b v c tnh ca mt t
chc cng s mang ngha khi hnh thnh mt chin lc. M hnh ca Porter
cng khng th kt hp cc lin quan n cc lin minh chin lc hoc chia s
cc k nng v ngun lc nh mt cch hiu qu hn kp thi tn dng cc
c hi.
Kt lun
Cc doanh nghip ngy nay u thy mnh ang hot ng trong mt mi
trng ang thay i nhanh hn bao gi ht. Qu trnh phn tch tc ng ca
nhng thay i ny v sa i cch m t chc phn ng vi chng c gi l
chin lc kinh doanh. C rt nhiu nhng doanh nghip c nhng k hoch rt
tim nng nhng li tht bi bi cch thc hin ti. Nguyn nhn chnh ca
nhng tht bi l khng hoch nh c 1 chin lc ng n, khng nh
gi ht c nhng yu t ni ti, nhng yu t bn ngoi, nhng tim nng, v
nhng ri ro i km vi nhng c hi. Do khng phm sai lm, trong qu
trnh hoch nh chin lc, nh qun tr cn phi c mt qu trnh u t lu
di, xem xt nh gi t m, vn dng hiu qu nhng cng c hoch nh chin
lc nh phn tch SWOT, ma trn Boston hay 5 p lc cnh tranh ca Michael
Porter. thc s l nhng cng c rt tim nng song khai thc mt cch
thc s hiu qu, ngi s dng phi xem xt nh gi rt nhiu yu t lin
quan: yu t ni ti, yu t bn ngoi, th mnh, th yu ca doanh nghip vv
Ch c nh vy, ngi qun tr mi c th vch c chnh xc tng ng i
nc bc cho cng ty, gn kt mi ngi cng hnh ng, a doanh nghip
ngy cng pht trin.
TI LIU THAM KHO
1.Qun tr hc. Nguyn Hi Sn. Nh xut bn Thng k-2003
2.Sch qun tr doanh nghip trng Kinh t quc dn- PGS.TS Ng Kim
Thanh-PGS. TS L Vn Tm

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