Bai Giang Mon Quan Tri Chien Luoc

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TRNG I HC QUY NHNKHOA TI CHNH NGN HNG V QUN TR KINH DOANH

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GV ging dy: Nguyn Thanh Xun Vi

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CHNG I: KHI QUT V QUN TR CHIN LC

I. GII THIU V CHIN LCII. KHI NIM V QUN TR CHIN LCIII. LCH S HNH THNH V PHT TRIN CA QTCLIV. M HNH QUY TRNH QUN TR CHIN LCV. CC GIAI ON CA QUY TRNH QTCLVI. QTCL L MT QU TRNH PHT SINH

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I. GII THIU V CHIN LC1. Lch s hnh thnh v pht trin2. Khi nim v chin lcCc quan im nn tng Alfred Chandler: Cc mc tiu c bn di hn, cch thc

v phng hng hnh ng, phn b ti nguyn BCG: Phn b cc ngun lc, thay i th cn bng

cnh tranh v ginh li th cnh tranh James B.Quinn: Dng thc hoc k hoch, cc mc tiu

chnh hoc cc chnh sch, trnh t hnh ng, tng thkt dnh

3CHNG I: KHI QUT V QUN TR CHIN LC

I. GII THIU V CHIN LC

1. Lch s hnh thnh v pht trin2. Khi nim v chin lcCc quan im hin i M.E. Porter: Xy dng, li th cnh tranh, phng th H. Mintzberg: K hoch, mu lc, dng thc, v th,

trin vng

TNG QUT [Cc mc tiu c bn di hn tm nhn, s mnh + cch

thc, phng tin >> mc tiu ] im mnh, im yu, chi, e da


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3. Chin lc trong kinh doanh v qun s4. Cc cp chin lc Chin lc cp cng ty Chin lc cp n v kinh doanh Chin lc cp chc nng Chin lc cp ton cu



5. Cc loi chin lcNhm chin lc kt ni Chin lc kt hp v pha trc Chin lc kt hp v pha sau Chin lc kt hp theo chiu ngangNhm chin lc chuyn su Chin lc thm nhp th trng Chin lc pht trin th trng Chin lc pht trin sn phm


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I. GII THIU V CHIN LC6. Cc loi chin lcNhm chin lc m rng hot ng Chin lc a dng ha ng tm Chin lc a dng ha kt khi Chin lc a dng ha theo chiu ngangNhm chin lc khc Lin doanh Thu hp bt hot ng Ct b hot ng Thanh l Chin lc hn hp


II. KHI NIM QUN TR CHIN LC

Qun tr chin lc l khoa hc v ngh thut thitlp, thc hin v nh gi cc quyt nh lin quann nhiu chc nng cho php mt t chc t cmc tiu

Tnh khoa hc Tnh ngh thut


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III. LCH S HNH THNH V PHT TRIN CA QUN TR CHIN LC

1. Qun tr chin lc v chnh sch kinh doanh2. Cc xu hng pht trin ca QTCL Danh mc u t nh hng tip th H thng QT vt tri Li th cnh tranh Ngh thut qun s ng dng cng ngh thng tin


IV. QU TRNH QUN TR CHIN LC

1. M hnh Qun tr chin lc M hnh ca Fred R. David M hnh ca ngi Nht Bn


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2. Cc giai on ca QTCLHoch nh chin lc Xc nh s mnh, vin cnh v mc tiu Phn tch mi trng bn ngoi Phn tch mi trng bn trong La chn v xy dng chin lc



2. Cc giai on ca QTCLThc thi chin lc Xy dng mc tiu hng nm ra chinh sch Phn phi cc ngun ti nguynKim tra chin lc o lng, nh gi v iu chnh


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V. QUN TR CHIN LC L QU TRNH PHT SINH

1. Th gii khng th chun on2. May mn v chin lc


CHNGII:CCTUYNBTRONGQUNTRCHINLC

I. Qun tr chin lc v cc bn hu quanII. Cc tuyn b trong qun tr chin lcIII. o c kinh doanh v trch nhim x hitrong qun tr chin lc

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I.QUNTRCHINLCVCCBNHUQUAN

Cng ty

Cc bnhu quanbn ngoi

Cc bnhu quanbn trong

Chin lc

CHNG II: CC TUYN B TRONG QUN TR CHIN LC

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1) Cc bn hu quan


C ng Nhn vin Nh qun tr Banqun tr

Khch hng Nh cung cp Chnh ph Cng on Cng ng a phng Cng chng

Bn ngoi Bn trong

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Chin lc

Smnh

Mc tiu

Tm nhn


2) Chin lc

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II.CCTUYNBTRONGQUNTRCHINLC


1) Tm nhn (Vin cnh)

Tm nhn

Gi tr ct li

BHAGs

Mc tiu ct li18

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1) Tm nhn (Vin cnh) c im: Mc ch cao v khi qut nht Kht vng mun t c Tp trung k vng ca cc bn hu quan T tng ct li Gi tr ct li:Cc nguyn tc,nguyn l Mc ch ct li:L dotn ti

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1) Tm nhn (Vin cnh) Hnh dungv tng lai (BHAGs) Big:Ln Hairy:Thch th Audacious:To bo Phn bit gia Mc ch ct li v Hnh dungv

tng lai V d WaltDisney HenryFord

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1) Tm nhn (Vin cnh)

Tm nhn hiu qu

Biu hin Phng hng Tp trung Linh hot Kh thi Hp dn D hiu, d nh, d

truyn t

Tm nhn khng hiu qu

Khng hon chnh Mp m Nht nho Khng ni bt Qu t tin Qu chung chung Qu rng

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2) Smnh (Mission) c im Mnh lnh v cch thc nhn nhn C s p ng vin cnh Tuyn b cho cc bn hu quan Xc nh kinh doanh Hot ng ca chng tal g N s l ci g N nn l g

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2) Smnh (Mission) nh hng khch hng Ais c tha mn H s c tha mn iu g Cch thc tha mn nhu cu khch hng V d McDonald

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3) Cc mc tiu (Goals) Khi nim ch n trong tng khong thi gian nht nh c im (SMART) Specific:c th Measurable:c th o lng c Assignable:r rng,c trng tm Timely:c thi hn Mc tiu di hn Mc tiu hng nm V d Boeing

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TN(WHAT)T chc s tr thnh ci

g (Sau 10, 20 nm)

SM(HOW)

T chc cn lm g/ nh th no thc hin tuyn b tm nhn

MT CHINLCu ra cn t c

MT HNG NM

u ra hng nm



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II. CC TUYN B TRONG QUN TR CHIN LCCHNG II: CC TUYN B TRONG QUN TR CHIN LC

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METRO em n s a dng, cht lng tuyt ho, gi c cnh tranh v sn phm, dch v - tgiao nhn n gii php kinh doanh c sn.

METRO l chuyn gia xut sc trong vic cung cpcc sn phm ti sng.

Cc trung tm ca METRO c thit k p ngvi nhu cu one-stop shopping (p ng y nhu cu ti mt a im mua sm duy nht).

METRO cung cp cc mt hng ph hpvi yu cu ca khch hng tnga phng.

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III.OCKINHDOANHVTRCHNHIMXHI


1) o c kinh doanh2) Trch nhim x hi

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CHNGIII:PHNTCHMITRNGKINHDOANH

I. Khi qut v mi trng kinh doanhII. Mi trng v mIII. Mi trng ngnh

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I. KHI QUT V MI TRNG KINH DOANH

MT v m:

MT Kinh doanh

Bao gm cc yu t bn ngoi nh

hng n ngnh v ni b cng ty

MT vi mBao gm cc

yu t bn ngoi nh

hng n tnh cnh tranh

ca ngnh

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II. MI TRNG V MII.1.c im nh hng lu di n doanh nghip Tc ng ln tt c cc ngnh kinh t,cc doanh nghip

nhng mc v tnh cht tc ng l khc nhau Cc doanh nghip tn dng c hi v gim thiu thch

thc ch khng th thay i s nh hng Mi yu t c th tc ng c lp hoc nh hng trong

mi lin kt vi cc yu t

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II. MI TRNG V M

MTV m

Mi trng kinh t

II. 2. Phn tch mi trng v m

Tc tng trng kinh t Li sut v xu hng li sut T gi hi oi v CS tin t

Lm phtMT Chnh tr

- Php lut Cc lut l, quy nh

Thu v cc l ph Chnh sch i ngoi

Mi trng cng ngh S ra i, tc pht minh v ng dng CN mi

Lut s hu, bo v v chuyn giao cng ngh Ch tiu R & D

MT vn ha, x hi

Trnh dn tr Khuynh hng tiu dng

Gi tr vn ha: li sng, thm m... C cu gii tnh

MT dn s Dn s Cu trc tui

Phn b a l v thu nhp

MT t nhin

MT ton cu

V tr a l, K kh hu Ti nguyn

Chnh tr Vn ha th ch

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III. MI TRNG VI MIII. 1. Khi qut v ngnh

Khi nim: L mt nhm cc cng ty cung cp snphm hay dch v c th thay th cht ch cho nhau.

Chu k ngnh

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Nh cung ng

i th tim nng

Khch hng

SPthay th

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III. MI TRNG VI MIII. 2. M hnh nm lc lng (p lc ) cnh tranh (M.P)

III. 2. 1. Phn tch cnh tranh tim n i th cnh tranh tim n Ro cn gia nhp ngnh Tnh kinh t theo quy m c trng ha sn phm Chi ph chuyn i

Kh nng tip cn ngun lc sn xut, knh phn phi u th v chi ph khng ph thuc vo quy m

Yu cu v vn B quyt v cng ngh Chnh sch chnh ph

Phn ng ca cc doanh nghip hin hu trong ngnh35


III. MI TRNG VI MIII. 2. M hnh nm lc lng (p lc ) cnh tranh (M.P)

III. 2. 2. Phn tch i th cnh tranh hin ti Cu trc ngnh Ngnh phn tn Ngnh tp trung Tnh trng cu Ro cn rt lui

S khc bit ha v chi ph chuyn i Mc v tc tng trng ca ngnh Tnh a dng ca i th cnh tranh Cc nhm chin lc trong ngnh

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III. MI TRNG VI MIII. 2. M hnh nm lc lng (p lc ) cnh tranh (M.P) Nhm chin lc

Chng loi sn

phm

1. Roll Royce, BMW

2. Kia motor, Huyndai,

Trng Hi3. GM, Ford,

Honda, Toyata, Nissan

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III. MI TRNG VI MIII. 2. M hnh nm lc lng (p lc ) cnh tranh (M.P)III. 2. 3. Phn tch sn phm thay thIII. 2. 4. Phn tch sc p ca nh cung ng Tc ng t sc p ca nh cung ng Quyn lc ca nh cung ng Kh nng thay th nh cung ng Kh nng thay th sn phm u vo Tm quan trng ca doanh nghip i vi nh cung ng Tm quan trng ca u vo i vi doanh nghip Chi ph chuyn i nh cung ng Kh nng hi nhp dc (xui chiu)

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III. MI TRNG VI MIII. 2. M hnh nm lc lng (p lc ) cnh tranh (M.P)III. 2. 5. Phn tch sc p ca khch hng Tc ng t sc p ca khch hng Quyn lc ca khch hng S lng SP so vi doanh s ca ngi bn Sn phm mua t ngnh chim t trng ln trong chi ph haytng thu mua ca KH Sn phm mua l chun ha, khng c c trng khc bit Chi ph chuyn i thp Khch hng c li nhun thp Khch hng e da hi nhp ngang (ngc chiu) Tm quan trng ca sn phm Khch hng c y thng tin

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III. MI TRNG VI MIII. 2. M hnh nm lc lng (p lc ) cnh tranh (M.P)III. 2. 5. Phn tch sc p ca khch hng Tc ng t sc p ca khch hng Quyn lc ca khch hng S lng SP so vi doanh s ca ngi bn Sn phm mua t ngnh chim t trng ln trong chi ph haytng thu mua ca KH Sn phm mua l chun ha, khng c c trng khc bit Chi ph chuyn i thp Khch hng c li nhun thp Khch hng e da hi nhp ngang (ngc chiu) Tm quan trng ca sn phm Khch hng c y thng tin

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NTPCHNGIII

1) Phn tch mt v d bt k thy s tc ng ca mitrng v m ln hot ng ca ngnh v doanh nghip

2) Phn tch mt v d bt k thy s tc ng ca mitrng vi m ln hot ng ca doanh nghip trong ngnh

3) Nhn din cc giai on ca chu k ngnh thng qua ccyu t: S lng v quy m phn b cng ty? Doanh thuv s lng sn phm bn c? Chc nng (R&D, snxut, qung co, bn hng) c u t? Mc cnhtranh?

4) Ly v d v mt nhm chin lc c th

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LOGO

CHNG IV: PHN TCH MI TRNG NI B


I. Khi qut v mi trng ni bII. Ni dung nghin cu mi trng ni bIII. Qu trnh nghin cu MTKD v MTNB

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I. KHI QUT V MI TRNG NI B

Mi trng ni b v cc vn lin quanI.1.


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im mnh

+ im yu

Ngun lc+ Kh nng

tim tng

Nng lc

ct li

Li th cnh tranh

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Ngun lc

Hotng

Qutrnh

Miquanh

im mnhim yuim mnhim yu

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ngha ca vic nghin cu MTNBI.2.


1. Nhn din im mnh pht huy2. Nhn din im yu sa cha3. Bin cc im mnh thnh kh nng c bit4. Xy dng li th cnh tranh v duy tr li th

cnh tranh bn vng

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II. NI DUNG NGHIN CU MI TRNG NI B

Nghin cu theo quan im ca Fred R.DavidII.1.


1. Qun tr2. Marketing3. Ti chnh, k ton4. Sn xut / Tc nghip5. Nghin cu v pht trin6. H thng thng tin

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1. Qun tr Hoch nh T chc Thc y Nhn s Kim sot



2. Marketing Phn tch khch hng Mua / Bn Hoch nh sn phm v

dch v nh gi Phn phi Nghin cu th trng Phn tch c hi Trch nhim i vi x

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3. Ti chnh, k ton Quyt nh u t Quyt nh ti chnh Quyt nh v c tc



4. Sn xut / Tc nghip Quy trnh Cng sut Hng tn kho Lc lng lao ng Cht lng

5. Nghin cu v pht trin R&D theo hp ng R&D bn trong

6. H thng thng tin Cng thng tin nh hng ca h thng

thng tin K hoch pht trin

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Nghin cu theo chui gi tr ca Michael PorterII.2.


1. Chui gi trChui / tp hp cc hot ng ca doanh nghip m mihot ng gp phn gia tng gi tr chuyn cc ngunlc thnh sn phm/dch v n khch hng.

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Nghin cu theo chui gi tr ca Michael PorterII.2.


Cu trc h tng

Qun tr ngun nhn lc

Pht trin cng ngh

Mua sm / thu mua / cung ng

Cchotnguvo

Vnhnh

Cchotngura

Marketingvbnhng

Dchv

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Nghin cu theo mt s quan im khcII.3.


1. Phn tch ti chnh Cc ch s lun chuyn Cc ch s n by Cc ch s hot ng Cc ch s li nhun, doanh li Cc ch s tng trng2. Vn ha t chc v lnh o3. Tnh tun th lut php v danh ting

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CHNG III: PHN TCH MI TRNG KINH DOANH

III. NGHIN CU V NH GI MI TRNG

1. Thu thp v x l thng tin2. D bo mi trng kinh doanh3. Lp bng tng hp thng tin4. Phn tch cc yu t quyt nh5. Lp ma trn nh gi

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Thu thp v x l thng tinIII.1



Xcnhmhnhthuthpthngtin

Xcnhccngunthngtin

Xcnhnhucuthngtin

X lthngtin cthuthp

Thu thpthngtin

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D bo mi trng kinh doanhIII.2



Phng php nh tnh Phng php nh lng

Lp bng tng hp thng tinIII.3

Mi trng bn ngoi: Lp danh mc 10 20 yu t c hi v nguy c ch yu

Mi trng bn trong: Lp danh mc 10 20 yu t im mnh v im yu c ch yu

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Phn tch cc yu t quyt nhIII.4



III.2.1. Mi trng kinh doanh Phn loi tm quan trng (0,0 Khng

quan trng, 1,0 rt quan trng). Tng scc phn loi l 1,0.

Xc nh h s phn loi (4 phn ng tt,3 phn ng trn trung bnh, 2 phn ngTB, 1 phn ng yu)

Nhn tm quan trng vi h s Cng tng im ca tt c cc yu t

(Khng qu 4,0 v khng di 1,0).Tng im TB: 2,5

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Phn tch cc yu t quyt nhIII.4



III.2.2. Mi trng ni b Phn loi tm quan trng (0,0 Khng

quan trng, 1,0 rt quan trng). Tng scc phn loi l 1,0.

Xc nh h s phn loi (1 rt yu, 2 kh yu, 3 kh mnh, 4 rt mnh)

Nhn tm quan trng vi h s Cng tng im ca tt c cc yu t

(Khng qu 4,0 v khng di 1,0).Tng im TB: 2,5

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Lp ma trnIII.5



III.5.1. Ma trn EFE

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Lp ma trnIII.5



III.5.2. Ma trn IFE

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Xy dng chin lcIII.6



III.6.1. Chin lc im mnh c hi (SO)III.6.2. Chin lc im yu c hi (WO)III.6.3. Chin lc im mnh nguy c (ST)III.6.4. Chin lc im yu nguy c (WT)

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CHNGV:NNGLCCTLIVLITHCNHTRANH

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NNGLCCTLI

Khi nim1

CHNG V: NNG LC CT LI V LI TH CNH TRANH

1. Nng lc ct li:Nng lc m doanh nghip c th thchin tt hn nhng nng lc khc trong ni b

2. Nng lc khc bit:Nng lc m doanh nghip thc hintt hn i th cnh tranh,cho php doanh nghip to rali th cnh tranh

3. Tiu chun nng lc ct li: em li li ch cho khch hng Kh bt chc i vi i th cnh tranh C th vn dng m rng sn phm v th trng

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NNGLCCTLINhn din v cng c nng lc ct li2

CHNG V: NNG LC CT LI V LI TH CNH TRANH63

NNGLCCTLI

Nhn din v cng c nng lc ct li2

Ngun hu hnh: ti chnh, t chc, vt cht, k thut

Ngun v hnh: nhn s, danh ting, sng kin

NGUN LCCc ngun lc l tp hp mt lot cc u vo cho qutrnh sn xut ca t chc, bao gm hai loi c bn lngun lc hu hnh v ngun lc v hnh

CHNG V: NNG LC CT LI V LI TH CNH TRANH 64

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NNGLCCTLI

KH NNG TIM TNG

+ L kh nng ca cng ty s dng cc ngun lc c tchhp mt cch c mc ch t c mt trng thi mc tiumong mun+ c to ra t s tng tc gia cc ngun lc v hnh vhu hnh+ Gip xc nh cc quyt nh c lm bng cch no v u trong t chc, cc hnh vi tng thng, cc gi tr vchun mc vn ha ca cng ty.

Nhn din v cng c nng lc ct li2

>>> Cn phn bit gia ngun lc v kh nng tim tng >>> Cn phn bit gia ngun lc v kh nng tim tng CHNG V: NNG LC CT LI V LI TH CNH TRANH 65

NNGLCCTLI

1

NG GI:Gip cng tyha gii cce da v

khai thc chi

3

KH BT CHC:

2

HIM:Khng hoc rt t i th cnh tranh c c

4

KHNG TH THAY

TH:Khng c s

tngng chin

lc

Nhn din v to dng nng lc ct li3


Cng c I: Bn tiu chun cnh tranh

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NNGLCCTLI

1

NNG CP

2

DUY TR

Nhn din v to dng nng lc ct li3


Cng c II: Chui gi tr

PHT TRIN

3

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LI TH CNH TRANHKhi nim1


1. Nng lc cnh tranh: Kh nng, ngun lc c th gip duytr v tr ca doanh nghip trn th trng cnh tranh lu di

Th hin thc lc v li th ca doanh nghip so vi i thcnh tranh trong vic tha mn tt nht i hi ca khchhng

2. Li th cnh tranh: Gi tr m doanh nghip mang li chokhch hng, vt qua chi ph to ra n

KH sn sng chi tr cho gi tr Mc gi thp ca i th b gi tr ngn chn T l li nhun cao hn t l bnh qun ngnh

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LI TH CNH TRANHKhi nim1


LI TH CNH TRANHTo dng li th cnh tranh2


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HIUQU

+ c o theo t l s lng cc u ra chia cho cc u vo+ Tng khi cn cng t u vo sn xut mt u ra nht nh.+ Gip t c li th cnh tranh da vo vic gim thp chi ph

CHT LNG

+ Tp hp cc c tnh ca sn phm, dch v c th tha mn nhucu ca khc hng

Cht lng tng

Kh nng s dng tng

Nng sut tng

Khc bit >> Gi cao hn

Chi ph gim

Li nhun tng



CI TIN

+ L bt k nhng g c coi l mi hay mi l trong cch thc mmt cng ty vn hnh hay sn xut sn phm

P NG KH

+ L kh nng nhn din v tha mn nhu cu khch hng tt hnso vi cc i th cnh tranh.+ Xut hin khi cht lng vt tri, ci tin c p ng, thigian phc v khch hng c quan tm.

Ci tin

Ci tin sn phm

Ci tin quy trnh, h thng SX

Khc bit >> Gi cao hn

Chi ph gim

Li nhun tng

p ng khc hng >>> Khc bit>> lng trung thnh >> Gi cao hn



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LI TH CNH TRANHV kh cnh tranh3


1. Cnh tranh bng sn phm Cht lng sn phm Nhn mc, bao b v uy tn sn phm Chu k sng ca sn phm2. Cnh tranh v gi3. Cnh tranh v phn phi v bn hng4. Cnh tranh v thi c th trng5. Cnh tranh v khng gian v thi gian

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CHNG VI: CC CP V CC LOI CHIN LC

1. Chin lc cp cng ty2. Chin lc cp n v kinh doanh3. Chin lc cp chc nng

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CHIN LC CP CNG TY


1. Nhm chin lc kt hp

Chin lc kt hp v pha trc

Chin lc kt hp v pha sau

Chin lc kt hp theo chiu ngang

Nguyn liu Nh ch totrung gian

Lp rp Phn phi

Union, Carbide,Kyocera

Intel, Seagate, Micron

Apple, Compaq, Dell

Computer world, Office Max

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CHIN LC CP CNG TY

1. Nhm chin lc kt hp Hi nhp hon ton Hi nhp hnh chp

9Bt li v chi ph9Bt li pht sinh khicng ngh ang thay inhanh9Bt li khi nhu cukhng d kin c

Cho php cng ty tolp cc ro cn vi cci th cnh tranh miThc y u t vocc ti sn chuyn mnha nng cao hiu quBo v cht lngLm cho vic lp khoch c ci thin

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CHIN LC CP CNG TY


2. Nhm chin lc chuyn su

Chin lc thm nhp th trng

Chin lc pht trin th trng

Chin lc pht trin sn phm

Tng th phn cho sn phm/dch v hin tiTp trung tip th, tng nhn vin bn hng,V d: BMW ra mt trung tm dch v xe tng doanh s bn xeBMW

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CHIN LC CP CNG TY






a ra sn phm/dch v hin c vo khu vc a l miV d: Hong Anh Gia Lai m vn phng ti Lo, Vietnam Airlinesu t hng khng Campuchia

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CHIN LC CP CNG TY






Tng doanh th t vic ci tin v sa i sn phm/dch v hin tiV d: S thay i hng v ca Xylitol, Omo thay i bao b, kiucch np bnh

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CHIN LC CP CNG TY


3. Nhm chin lc m rng hot ng

a dng ha ng tm

a dng ha theo chiu ngang

a dng ha kiu kt khi

Tng doanh thu bng cch thm vo cc sn phm/dch v mi c linquan cho khch hnh hin ti.V d: Toyota gii thiu mu xe th thao Fortuner, Ford gii thiuEverest, Honda gii thiu Civic Habanero..

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CHIN LC CP CNG TY



a dng ha ng tm


a dng ha kiu kt khi

Tng doanh thu bng cc thm vo sn phm/dch v mi khng linquan cho khch hng hin ti.V d: Acer v Dell tn cng vo th trng in thoi di ng,Vinamilk u t vo xy dng nh my c ph.

81

CHIN LC CP CNG TY



a dng ha ng tm


a dng ha kiu kt khi

Tng doanh thu bng cch thm vo sn phm/dch v khng lin quancho khch hng mi.V d: FPT hot ng t lnh vc vin thng sang hot ng trong dchv ngn hng (Tienphong Bank)

82

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CHIN LC CP CNG TY


3. Nhm chin lc khc

Lin doanhThu hp bt hot ngCt b bt hot ngThanh lChin lc hn hp

83

CHIN LC CP CNG TY


4. Qu trnh pht trin ca mt cng ty

4.1. Tp trung vo mt lnh vc kinh doanh. Tp trung vo mt lnh vc kinh doanh nht nh trn th trng ni

a Chin lc cng ty cng l chin lc cp kinh doanh Li th:

C y ngun lc D dng nm bt th trng

Bt li: Gii hn v lnh vc kinh doanh v th trng Gp kh khn trong ti a ha li nhun B l c hi s dng nng lc ct li cho cc lnh vc lin

quan

84

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CHIN LC CP CNG TY



4.2. Hi nhp dc, m rng th trng Cng c, m bo v th cnh tranh bn vng Li th: Gim chi ph nh

Kim sot c dy chuyn cung ng Thc hin lin tc, phi hp quy trnh sn xut Ch ng ngun vt t

Bt li: Bt li v chi ph Thay i cng ngh Nhu cu khng n nh

85

CHIN LC CP CNG TY



4.3. a dng ha, m rng hot ng sang lnh vc mi Thc hin khi ngun lc ti chnh d tha Chin lc khc ngoi cc chin lc m rng hot ng:

C cu kinh doanh Ti cu trc Chuyn giao k nng Chia s ngun lc.

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CHIN LC CP N V KINH DOANH


1. Nn tng ca chin lc cp n v kinh doanh

1

Nhu cu khch hng v s khc bit ha sn phm

3

Nng lc phn bit

2

Nhm khch hng v s phn khc th trng

87



2. Cc loi chin lc cnh tranh

1

Chin lc cnh tranh tng qut

3

Chin lc theov tr cnh tranh

2

Chin lc theochu k phttrin ngnh

88

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45



Chi ph thpnht

Ngun gc ca li th

Khc bitha

Rng Chi ph thpnhtKhc bitha SP

Phm vi cnh tranh

HpTp trung

da vo CP thp nht

Tp trungda vokhc bit

ha

2.1. Chin lc cnh tranh tng qut

89



Dn o chi ph

To s khc bit Tp trung

To s khc bit sn phm

Thp (da vo gi)

Cao (da vo s c

o)Thp ti cao

Phn on th trng

Thp (Th trng khi lng ln)

Cao (Nhiu

phn onth trng)

Thp (mt hoc mt vi phn on)

Nng lc tos khc bit

Ch to v qun tr vt

liu

R&D, bn hng v

marketing

Bt k nnglc to s

khc bit no

2.1. Chin lc cnh tranh tng qut

90

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2.1.1. Chin lc dn o chi phLi th Bt li

C mt v th chi ph ng gi phng th trc cc i th cnh tranh

It b tc ng bi s tng gi cc u vo trc cc nh cung cp y quyn lc

t b thc p gim gi bi cckhch hng quyn lc

C v th hp dn hn trn phng din s thay th sn phm

Thit lp mt ro cn nhp cuc nh li th chi ph

Kh nng ca cc i th cnh tranh tm cch sn xut vi mc chi ph thp hn

Kh nng nhng i th cnh tranh bt chc mt cch d dng cc phng php ca ngi dn o chi ph

Ri ro khi ngi dn o chi ph chuyn tm vo gim chi ph sn xut, c th mt i s nhn nhn v nhng thay i s thch ca KH

2.1. Chin lc cnh tranh tng qut91



Li th Bt li

S trung thnh nhn hiu l mt ti sn rt ng gi bo v cng ty v mi mt

C th chuyn s tng gi v pha khch hng

C th to nn mt ro cn nhp cuc

S e do ca cc sn phm thay th tu thuc kh nng p ng vi nhu cu ca khch hng

i th c th bt chc sn phm hay nhng g m ngi to khc bit lm

Theo thi gian cc sn phm khc bit s tr nn thng thng.

2.1.2. Chin lc khc bit ha


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Chin lc khc bit ha v dn o chi ph: Tn dng cng ngh sn xut mm do, ch to linh hot Tiu chun ho nhiu chi tit b phn c s dng trong

sn phm cui cng Gim c chi ph sn xut v chi ph marketing bng cch

gii hn s mu sn phm trong ph sn phm khi cungcp cc gi nh ca cc tuy chn hn l khch hng tchn ra chnh xc tu chn h cn

Gim chi ph cng nh ci thin cht lng v tin cycho sn phm bng h thng tn kho ng thi hn (JIT)

93



Li th Bt li

D dng tp trung vo ccngun gy khc bit: hiu qu, cht lng, s ci tin v p ng khch hng

Lng trung thnh c th gipgim nh e do t sn phm thay th

Khng phi qun l nhiu phn on th trng

Sc mnh thuc v nh cung cp do khi lng mua nh

Chi ph sn xut thng cao hn chi ph sn xut ca cc cng ty c chi ph thp

Cc khe h ca ngi tptrung c th t ngt bin mtdo s thay i cng ngh hay s thay i s thch cakhch hng

2.1.3. Chin lc tp trung


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2.2.1. Chin lc trong cc ngnh phi thai v tng trng T pht trin v tip th s i mi Pht trin v tip th s i mi thng qua ng minh hoc

lin doanh Bn bn quyn>>> Khai thc i mi v tp lp li th cnh tranh di hn2.2.2. Chin lc trong cc ngnh trng thnh Ngn cn gia nhp ngnh Qun l cc i th cnh tranh

2.2. Chin lc theo chu k pht trin ngnh95



2.2.3. Chin lc trong cc ngnh chn mi Bo v th phn v ci tin cht lng sn phm Kim sot quan h vi ngi cung cp v nh phn phi2.2.4. Chin lc trong ngnh suy thoi Chin lc lnh o Chin lc th trng c tn Chin lc thu hoch Chin lc tho chy

2.2. Chin lc theo chu k pht trin ngnh96

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49



2.3.1. Chin lc ngi dn u th trng2.3.2. Chin lc ca ngi v th thch thc2.3.3. Chin lc ca ngi i sau

2.3. Chin lc theo v th cnh tranh97

CHIN LC CP CHC NNG


Cp Chc Nng

Sn xutQun tr, lnh o

Marketing

Qun tr chui cung ng v Logistics

H thng thng tin

R&D

Ngun nhn lc

Ti chnh

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50

1. Tin trnh hoch nh chin lc2. Giai on nhp vo3. Giai on kt hp4. Giai on quyt nh

99

CHNGVII: HOCH NHCHIN LC CNG TY

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Giai on I: Giai on nhp voMa trn nh gi ccyu t bn ngoi (EFE)

Ma trn hnh nh cnhtranh

Ma trn nh gi ccyu t bn trong (IFE)

Giai on II: Giai on kt hpMa trn nguy c, c hi, immnh, im yu(SWOT/TOWS)

Ma trn v thchin lc vnh gi hnhng (SPACE)

Ma trn nhmtham kho kin BOSTON (BCG)

Ma trnbn trong bnngoi (IE)

Ma trnchinlcchnh

Giai on III: Giai on quyt nhMa trn hoch nh chin lc c kh nng nh lng (QSPM)

Fred R. David, Khi lun v Qun tr chin lc, tr.260

101


1. Phn tch mi trng bn ngoi Ma trn EFE (External Factor Evaluation)Bc 1: Lp danh mc 10 20 yu t c hi v nguy c ch yuBc 2: Phn loi tm quan trng (0,0 Khng quan trng, 1,0 rt quan trng). Tng s cc phn loi l 1,0.Bc 3: Xc nh h s phn loi (4 phn ng tt, 3 phn ng trn trung bnh, 2 phn ng TB, 1 phn ng yu)Bc 4: Nhn tm quan trng vi h sBc 5: Cng tng im ca tt c cc yu t (Khng qu 4,0 v khng di 1,0). Tng im TB: 2,5

102

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52


1. Phn tch mi trng bn ngoi Ma trn hnh nh cnh tranhBc 1: Lp danh mc 10 yu t nh hng n kh nngcnh tranh ca cc doanh nghip trong ngnhBc 2: Phn loi tm quan trng (0,0 Khng quan trng, 1,0 rt quan trng). Tng s cc phn loi l 1,0.Bc 3: Xc nh h s phn loi (4 phn ng tt, 3 phn ng trn trung bnh, 2 phn ng TB, 1 phn ng yu)Bc 4: Nhn tm quan trng vi h sBc 5: Cng tng im ca tt c cc yu t cho tngdoanh nghip (Khng qu 4,0 v khng di 1,0).

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CHNG VII: HOCH NH CHIN LC CNG TY

2. Phn tch mi trng bn trong Ma trn IFE (Internal Factor Evaluation)Bc 1: Lp danh mc 10 20 yu t im mnh v imyu c bnBc 2: Phn loi tm quan trng (0,0 Khng quan trng, 1,0 rt quan trng). Tng s cc phn loi l 1,0.Bc 3: Xc nh h s phn loi (1 rt yu, 2 kh yu, 3 kh mnh, 4 rt mnh)Bc 4: Nhn tm quan trng vi h sBc 5: Cng tng im ca tt c cc yu t (Khng qu 4,0 v khng di 1,0). Tng im TB: 2,5

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CHNG VII:HOCH NHCHIN LC CNG TY

1. Ma trn SWOT(Strengths, Weaknesses, Opportunities, and Threats) Kt hp cc yu t quan trng bn trong v bn ngoi hnh

thnh cc chin lc

105

Yu t quan trngbn trong

Yu t quan trng bn ngoi Chin lc tng hp

Vn lun chuyntha

Ngnh ang c nh nc quantm u t pht trin

Cng sut khng S rt khi ngnh ca 2 i thcnh tranh ln

Mnh v hot ngR&D

Gim s lng ngi trngthnh cn tr

Tinh thn lm victhiu nhit tnh ca

nhn vin

S xm nhp th trng ca ith mi c li th v danh ting

u t xy dng nhmy mi

Kt hp chiu ngang, mua li c s vt chtPht trin sn phm

phc v ngi cao tuiPht trin h thng

phc li mi cho nhn vin


1. Ma trn SWOT Gm 8 bc cn bn

106

trng O T

S SO ST

W WO WT

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1. Ma trn TOWS Nhn mnh cc yu t mi trng bn ngoi v cc chin

lc

107

trng S W

O SO WO

T ST WT


S W O T1. V tr ti

chnh mnh2. H thng

phn phirng khp

1. Thiuchuynmn kthut vin ton

2. Cht lngsn phmkm

1. Th trngnc ngoicha boha

2. Nhu cu vdch vmy vi tnhgia tng

1. Cc u ica chnhph gim

2. Nh phnphi khngng tin cy

1. Ma trn SWOT

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55


109

O T

S Pht trin thtrng

a dng ha kthp

WMua li cng tyin ton k

thut cao

Kt hp v phatrc

1. Ma trn SWOT


2. Ma trn SPACE (Stragetic Position Action Evaluation) L ma trn xc nh v tr chin lc v nh gi hot ng

ca doanh nghip Gip doanh nghip quyt nh la chn chin lc tn cng,

thn trng/bo th, phng th hay cnh tranh Ct dc: Sc mnh ti chnh (FS-Financial Strength) + S nnh ca mi trng (ES-Environmental Stability)

Ct ngang: Li th cnh tranh (CA-Competitive Advantage) + Sc mnh ca ngnh (IS-Industrial Strength)

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2. Ma trn SPACE (Stragetic Position Action Evaluation) L ma trn xc nh v tr chin lc v nh gi hot ng

ca doanh nghip Gip doanh nghip quyt nh la chn chin lc tn cng,

thn trng/bo th, phng th hay cnh tranh Ct dc: Sc mnh ti chnh (FS-Financial Strength) + S nnh ca mi trng (ES-Environmental Stability)

Ct ngang: Li th cnh tranh (CA-Competitive Advantage) + Sc mnh ca ngnh (IS-Industrial Strength)

111


2. Ma trn SPACE (Stragetic Position Action Evaluation)

112

Conservative: Thn trng Aggressive: Tn cng Competitive: Cnh tranh Defensive: Phng th

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2. Ma trn SPACE (Stragetic Position Action Evaluation) Chin lc tn cng

Mnh v ti chnh v t c nhiu li th cnh tranh trong mtngnh tng trng v n nh

Hoc mnh v ti chnh v l mt cng ty ang ni bt trong ngnh V tr tt s dng nhng im mnh Cc chin lc thch hp: Thm nhp th trng, pht trin th trng,

pht trin sn phm, kt hp v pha sau / pha trc / chiu ngang, adng ha ng tm / kt hp / theo chiu ngang

hoc chin lc tng hp11

3


2. Ma trn SPACE (Stragetic Position Action Evaluation) Chin lc cnh tranh

C li th cnh tranh ln trong ngnh c mc tng trng cao Hoc cnh tranh kh tt trong mt ngnh khng n nh Nn tng kh nng v tim nng cnh tranh Cc chin lc thch hp: Hi nhp v pha sau / pha trc / theo

chiu ngang, thm nhp th trng, pht trin th trng, pht trin snphm hoc tham gia lin doanh

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2. Ma trn SPACE (Stragetic Position Action Evaluation) Chin lc phng th

V tr cnh tranh rt km trong mt ngnh c mc tng trng m vkhng n nh

Hoc c kh khn v ti chnh trong mt ngnh rt bt n Tp trung ci thin im yu bn trong v trnh cc e da bn ngoi Cc chin lc thch hp: Hn ch chi tiu, loi b bt, thanh l v a

dng ha ng tm

115


2. Ma trn SPACE (Stragetic Position Action Evaluation) Chin lc thn trng

C sc mnh v ti chnh trong mt ngnh cng nghip n nh nhngkhng tng trng, khng c li th cnh tranh ln

Hoc ang b bt li v cnh tranh trong mt ngnh n nh v cngngh nhng li st gim v doanh s bn

Hot ng trong kh nng, khng nn liu lnh m rng Cc chin lc thch hp: Thm nhp th trng, pht trin th trng,

pht trin sn phm v a dng ha ng tm.11

6

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2. Ma trn SPACE (Stragetic Position Action Evaluation) Bc 1: Chn mt nhm cc yu t th hin sc mnh ti chnh (FS), li th

cnh tranh (CA), S n nh ca mi trng (ES), v sc mnh ngnh (IS). B 2: n nh gi tr +1 (Xu nht) ti +6 (Tt nht) cho mi yu t thuc FS v

IS, n nh gi tr -1 (Tt nht) ti 6 (Xu nht) cho mi yu t thuc ES v CA

B 3: Tnh im trung bnh cho FS bng cch cng cc gi tr n nh cho cc yu t, ri chia cho s cc yu t c c la chn th hin trong FS. Tng t cch tnh vi IS , ES v CA

B 4: nh s im trung bnh cc FS, IS, ES v CA ln cc trc thch hp ca ma trn SPACE

B 5: Cng im s trn trc X v nh du im kt qu trn trc X , tng t lm vi trc Y sau xc nh giao im ca 2 im mi trn trc XY

Bc 6: V Vecto c hng t im gc ca ma trn SPACE qua giao im mi

117


2. Ma trn SPACE (Stragetic Position Action Evaluation)

118

V tr chin lc bn trong V tr chin lc bn ngoi

CtX

CA IS

CtY

FS ES

1. Cht lng sn phm2. Th phn3. Hnh nh / Nhn hiu4. Vng i sn phm

-1-1,6-2,8-1,8

-1,8

1. Ro cn nhp cuc2. Tim nng pht trin3. Kh nng huy ng vn4. Tnh ng nht

+5+4+6+5

1. ROA2. n by ti chnh3. Kh nng thanh khon4. Dng chy vn

5,83,75,24,5

+4,8

1. Lm pht2. S thay i cng ngh3. S bin i ca nhu cu4. Thu

-5-2,5-4-4,5

-4,0

+5,0

Ct X : - 1,8 + 5,0 = + 3.2Ct Y : + 4,8 4,0 = + 0,8

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2. Ma trn SPACE (Stragetic Position Action Evaluation) Ct X : - 1,8 + 5,0 = + 3.2 Ct Y : + 4,8 4,0 = + 0,8

119


3. Ma trn BCG (Boston Consulting Group) Xc nh nhng yu cu v vn u t (dng tin) v nhng ni c th

to ra ngun vn u t cc n v kinh doanh chin lc (SBU) khcnhau quyt nh chin lc thch hp

Ch ra cch s dng ngun vn u t Xc nh tip nhn hoc t b SBU

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3. Ma trn BCG (Boston Consulting Group) Bc 1: Xc nh danh mc cc SBU v nh gi trin vng tng lai ca

chng Phn chia cc SBU Th phn tng i: t l th phn ca SBU so vi i th cnh tranh Tc tng trng ca ngnh Bc 2: Sp xp cc SBU vo ma trn Trc ngang: th phn tng i Trc dc: tc tng trng ca ngnh SBU: Biu th bng hnh trn c tm theo TPT v TTT ngnh v kch

thc t l vi doanh thu / li nhun ca SBU trong tng doanh thu / linhun ca doanh nghip

121


3. Ma trn BCG (Boston Consulting Group)

122

TL

TngTrngNgnh

Th phn tng i

Cao+20%

TB+10%

Thp -20%Cao 1,0 TB 0,5 Thp 0,0

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3. Ma trn BCG (Boston Consulting Group) Bc 3: Xc nh chin lc cho tng SBU

123

(I) Question Marks: Th phn thp, ngnh tng trng

cao, trin vng v li nhun v tngtrng trong di hn

C th bin thnh ngi sao nhngcn vn u t ln

Cc chin lc thch hp: Thmnhp th trng, pht trin thtrng, pht trin sn phm hocbn chng.



124

(II) Stars: Th phn ln, ngnh tng trng

cao Li th cnh tranh v c hi pht

trin ln Cn vn u t ln Cc chin lc thch hp: Chin

lc kt hp v pha trc / phasau / chiu ngang, thm nhp / phttrin th trng / sn phm, thamgia lin doanh

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125

(III) Cash Cows: Th phn ln, ngnh tng trng

thp, giai on trng thnh v cv th cnh tranh

u th v chi ph nh li th kinh ttheo qui m v ng cong kinhnghim >>> kh nng sinh li cao

Mang li doanh thu v li nhuncao nhng khng cn vn u tln

Cc chin lc thch hp: Pht trinsn phm / a dng ha kt hphoc gim bt chi tiu / loi b bthot ng



126

(IV) Dogs: Th phn thp, ngnh tng trng

thp Khng c trin vng Cc chin lc thch hp: Ti cu

trc / Ci tin v Ct gim chi phhoc thanh l / Loi b bt hotng.

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4. Ma trn GE (General Electric)5. Ma trn IE (Internal External)6. Ma trn Chin lc chnh (Grand Strategy)

127


1. Phng php Chuyn gia2. Ma trn QSPM

128

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2. Ma trn QSPM

129

Bc 1: Lit k c hi, e da, im mnh, im yu B 2: Phn loi cc yu t bn trong v bn ngoi B 3: Xc nh cc chin lc thay th B 4: Xc nh s im hp dn (AS) ca mi chin lc ng vi cc yu

t. Rt khng hp dn = 1, t hp dn = 2, hpdn = 3, kh hp dn = 3, rt hp dn = 4

B 5: Tnh tng s im hp dn (TAS) B 6: Tnh tng s im hp dn cho mi chin lc


2. Ma trn QSPM

130

Cc yu t chnh

Hs

phnloi

Cc chin lc c th lachn

Mua cty TC Mua cty TPAC TAS AS TAS

Cc yu t bn trong1. Kinh nghim ca BQT2. Vn lun chuyn tha3. R&D pht trin mnh4. ROA thpCc yu t bn ngoi1. Li sut tng cao2. Dn s tng3. Ngnh ti chnh pht trin mnh4. i th ln ang gia nhp

3431

2341

42-2

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23-3

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Tng im 57 46

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