QT Chien Luoc C4

8/3/2019 QT Chien Luoc C4

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CHNG 4TO DNG LI TH CNH TRANH

THNG QUA CC CHIN LC CHC NNG

KHI QUT

T C SVT TRI V HIU QU

Sn xut v hiu qu: Tnh kinh t v qui m

Sn xut v hiu qu: Hiu ng hc tp

Sn xut v hiu qu: ng cong kinh nghim

Sn xut hiu qu: sn xut linh hot sn xut theo yucu khch hng khi lng ln

Marketing v hiu qu

Qun tr vt liu, JIT v hiu qu

Chin lc R&D v hiu qu

Chin lc ngun nhn lc v hiu qu

H thng thng tin, Internet, v hiu qu

Csh tng v hiu qu

T C CHT LNG VT TRI

Khi nim TQMp dng TQM

T C SCI TIN VT TRI

T l tht bi cao trong ci tin

To lp cc kh nng ci tin

Tm tt: t c s ci tin vt tri

T C S P NG KHCH HNG VTTRI

Tp trung vo khch hng

Tho mn nhu cu khch hng

Tm tt: t c sp ng khch hng vt tri

TM TT CHNG V CU HI N TP


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KHI QUT

Chng ta tho lun v vai tr trung tm ca hiu qu, cht lng, ci tin, v p ng khchhng trong vic to lp v duy tr mt li th cnh tranh. Bn cht ca cc khi cnh tranh nys hin ln r hn nu, chng ta c th ch ra vai tr ca cc nh qun tr v cch thc ci thinhiu lc ca chng. Cc chin lc cp chc nng l chin lc hng n ci thin hiu lcca cc hot ng c bn trong phm vi cng ty, nh sn xut, marketing, qun tr vt liu,nghin cu v pht trin (R&D), v ngun nhn lc. Mc d mi chin lc cc nng c th tptrung vo mt chc nng nht nh, nhng ci thin thc s hiu lc ca mt khi cnhtranh no cn c s phi hp cht ch gia cc chc nng vi nhau.

Chng ny nhm mc ch gip bn s hiu r rng v cc hnh ng ca cc nh qun trthc hin cp tc nghip nhm t c s vt tri v hiu qu, cht lng,ci tin,p ngkhch hng.

4.1.TC SVT TRI VHIU QU.Mt cng ty l mt c my ang chuyn ho cc u vo thnh cc u ra. c cc u ra lhng ho v dch v cng ty phi s dng cc u vo l nhng yu t cbn ca sn xut nhlao ng, t ai, tin vn, k nng qun tr, b quyt cng nghHiu qu ca qu trnhchuyn ha c o bng s lng u ra chia cho s lng u vo. Cng ty cng hiu qu

khi n s dng cng t cc u vo to ra mt n vu ra, v th, n cn phn u h thpchi ph. Ni cch khc, mt cng ty hiu qu c nng sut cao hn cc i th cnh tranh v do chi ph thp hn.

4.1.1. Sn xut v hiu qu: Tnh kinh t v qui mTnh kinh t v qui m l vic gim gi thnh n v sn phm lin quan n sn lng ln.Mt nguyn nhn dn n tnh kinh t v qui m d thy nht l kh nng phn b chi ph cnh cho khi lng ln sn phm sn xut. Chi ph cnh l cc chi ph pht sinh sn xutmt sn phm tng ng vi mt mc sn lng; chi ph ny bao gm chi ph mua my mcthit b, chi ph thit t my mc cho mt ln sn xut, chi ph nh xng, chi ph qung cov R&D. V d, Microsoft phi chi ra gn mt t USD pht trin mt phin bn ca hiu

hnh Windows WINDOWS 2000. Microsoft c tht c tnh kinh t theo qui m mtcch ng k nhphn b cc chi ph cnh lin quan n pht trin hiu hnh mi chomt khi lng bn khng l m n k vng v hiu hnh ny (90% my tnh c nhn trnth gii s dng hiu hnh ca Microsoft). Trong trng hp ca Microsoft, tnh kinh ttheo qui m y ngha, bi v chi ph tng thm (chi ph bin) sn xut ra mt bn copyWindow 2000 l khng ng k (khi mt bn chnh lm xong, cc CD cha hiu hnh chvi cent).


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Nhiu cng ty cng ngh cao c cu trc chi ph nh vy: chi ph cnh cao nhng chi phbin rt thp. Cc cng ty vin thng b ra hng t USD vo csh tng to dng mngli ca h, nhng s khng tn km g chuyn dch thm mt n v thng tin i qua mngny. Intel b ra xp x 5 t USD xy dng mt nh my mi sn xut b vi x l, nhng

cng ch cn vi cent l c th sn xut ra mt con chp. Cc cng ty dc phm c th tn kmn 500 triu USD to ra mt loi thuc mi v cng ch cn vi cent sn xut ra cc nv thuc tng thm. Vi tt c cc cng ty nh vy, cha kho ca tnh hiu qu v kh nngsinh li l tng doanh snhanh chngcc chi ph cnh c thphn bcho sn lngsn xut ln v thc hin mt cch ng ktnh kinh tvqui m.

Nguyn nhn khc em li tnh kinh t v qui m cho cc cng ty sn xut khi lng ln lkh nng phn cng lao ng v chuyn mn ho cao hn. Chuyn mn ho c th xem l ctc ng tch cc n nng sut, bi v n cho php ngi lao ng tch ly k nng tt hntrong vic thc hin mt cng vic c th. V d kinh in v tnh kinh t theo qui m l trnghp mu t T ca Ford. Mu xe t t T ca Ford ra i nm 1923, cng l ln u tin trn

th gii sn xut t khi lng ln, Ford s dng phng php sn lp rp theo dy chuyntn km. Bng vic a vo s dng cc k thut sn xut dy chuyn, cng ty t cphn cng lao ng su sc hn ( l vic chia nh qu trnh lp rp thnh cc cng vic nhc th lp li) v chuyn mn ho lm tng nng lao ng. Ford cng c th phn b chi phcnh ca vic pht trin mt kiu xe t v vic thit t my mc cho mt sn lng ln.Kt qu ca tnh kinh t ny lm chi ph ch to mt chic t cng ty Ford gim t 3000USD xung cn 900 USD (la nm 1958). Tnh kinh t qui m khng ch lin quan n ccdoanh nghip ch to nh Ford v Dupont, nhiu cng ty dch v cng hng li t vic thchin tnh kinh t ca qui m.

Hnh 4-1: ng cong chi ph di hn

Khi lng

Chiph

Qui m hiu qu ti thiu


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Hnh 4-1, ng cong gi thnh n v di hn ca mt cng ty c dng ch L. Khi sn lngvt qu qui m hiu qu ti thiu, vic gim thm chi ph s rt kh khn. Tnh km hiu quca qui m cng c th pht sinh khi xut hin s quan liu trong cc doanh nghip ln, lmtng chi ph qun l cng ty m khng gim gi thnh n v.

4.1.2. Sn xut v hiu qu: Hiu ng hc tpHiu ng hc tp l sgim chi ph do hc tp, nhn thc v tri nghim trong qu trnh lmvic. V d, do thc hin cng vic vic lp i lp li, ngi lao ng hc c cch thc ttnht thc hin mt cng vic . Ni mt cch khc, nng sut lao ng tng ln theo thigian, v gi thnh n v gim khi cc c nhn hc c cch thc thc hin cc nhim v nhtnh hiu qu nht. Tng t, trong cc nh my mi cc nh qun tr cng tri nghim, hctp, v tm ti theo thi gian tm cch vn hnh hot ng sn xut mi tt nht. V th, chiph sn xut gim do tng nng sut lao ng v qun tr hiu qu.

Hnh 4-2: HIU QU THEO QUI M V HIU NG HC TP

Hiu ng hc tp cng trnn c ngha hn khi cc cng vic phc tp v cng nghclp i lp li, nh th c nhiu c hi hc tp hn. Ni cch khc, hiu ng hc tp s c ngha hn trong cc qu trnh lp rp vi 1000 bc cng vic phc tp so vi qu trnh lp rpch c 100 bc cng vic gin n. Mc d hiu ng hc tp thng lin quan vi qu trnhch to, nhng ging nh tnh kinh t v qui m, hiu ng hc tp cng rt quan trng trongnhiu ngnh dch v. V d mt nghin cu ni ting v vic hc tp trong ngnh chm sc sckho cho thy nhng ngi cung cp dch v y t cng c kinh nghim trong mt s th tc

Chi ph binh qun

Chi ph binh qun

Qui m hiu qu

Hiu ng hc tp

Sn lng

Ch

iph


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phu thut ph bin, cng c t l t vong thp. iu cho thy rng hiu ng hc tp c tcdng trong phu thut.1Cc tc gi ca nghin cu ny dng dn chng gi vic thitl p cc trung tm mi vng cung cp dch v chm sc y t chuyn mn ho cao. Cctrung tm ny s thc hin nhiu th thc phu thut c th (v d m tim), thay cho cc phng

m vi s lng t vi t l t vong cao.Nghin cu ng cong chi ph trung bnh di hn ca mt cng ty (Hnh 4-2) cho thy nutnh kinh t v qui m hm mt s di chuyn dc theo ng cong (gi s t A n B), thhiu ng hc tp li hm s dch chuyn ton bng cong i xung (B ti C trong). ngvi mi mc sn lng, c lao ng v qun tr trnn ngy cng hiu qu hn. Tuy nhin, nucng vic khng qu phc tp hiu ng hc tp s bin mt sau mt khong thi gian nht nh.Thc vy, hiu ng hc vic ch thc s quan trng trong thi ku thit lp mt qu trnhmi v s ngng sau hai hay ba nm.2

Sn xut v hiu qu: ng cong kinh nghim

ng cong kinh nghim chsgim gi thnh n v mt cch h thng pht sinh sau mt chu kca sn phm.3 Theo khi nim ng cong kinh nghim, gi thnh ch to n v sn phm nichung s gim sau mi ln tch lu sn lng sn xut gp i (sn lng tch lu l tng sn lngsn phm sn xut). u tin mi lin h ny c quan st thy trong ngnh sn xut my bay,mi ln tch lu sn lng khung my bay ln gp i, gi thnh n v gim xung cn 80% so vimc trc .1 Nh vy, chi ph sn xut khung my bay th t ch bng 80% so vi chic th hai,chic th tm ch tn 80% so vi chic th t, chic th 16 li bng 80% chi ph ca chic th tm,c th chi ph n v gim cn 80% sau mt ln tch lu gp i. H qu ca qu trnh ny hnh thnhmi lin h gia chi ph ch to mt n v sn phm v sn lng tch luc biu din trong hnh4-3.

Hnh 4-3: ng cong kinh nghim

1 H.Luft, J.bunker, A. Enthoven, 1979, "Should Operations Be Regionized ",New Englanf Journal, 3001; pp 1364-13692 G.Hall, S. Howell, 1985, "The Experience Curve From Economist's Perspective," Strategic Management Journal6 pp 1997-2123 G.Hall, S. Howell, 1985, "The Experience Curve From Economist's Perspective," Strategic Management Journal6

Sn lng tch lu

Chiphn

v


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Tnh kinh t ca qui m v hiu ng hc tp chnh l nn tng ca ng cong kinh nghim.

Ni mt cch n gin, khi mt cng ty tng sn lng tch lu theo thi gian n c th thchin c tnh kinh t v qui m (ging nh l tng khi lng) v hiu ng hc tp. Kt qu lgi thnh n v gim xung theo s tng ln ca sn lng tch lu.

ngha chin lc ca ng cong kinh nghim rt r rng. N ch ra rng vi vic tng khilng sn phm v th phn cng sem li li th v chi ph thng qua cnh tranh. Nh vy,do cng ty A trong hnh 4-3 dch chuyn nhanh hn xung phn di ca ng cong kinhnghim m c mt li th chi ph r rng so vi cng ty B. Quan nim ny c l l quantrng nht i vi nhng ngnh m qu trnh sn xut khi lng ln cc sn phm tiu chun(v d ch to chp bn dn).Nu mt cng ty mun trnn hiu qu hn v c c li thchiph thp, n phi cgng trt tht nhanh xung phn di ca ng cong kinh nghim. iu

ny c ngha l to ra cc iu kin thun li cho tnh hiu qu v qui m trc c khi cng tyc nhu cu v theo ui mt cch tch cc s gim thp chi ph bng hiu ng hc tp. Cng tycng c th cn phi chp nhn mt chin lc marketing c tnh tn cng, ct gim gi mtcch tch cc, nhn mnh vo cc xc tin bn hng to ra nhu cu, nh c th tch lusn lng nhanh nht c thc. Mt khi dch chuyn nhanh chng xung pha di cang cong kinh nghim, bng u th vt tri v hiu qu, cng ty dng nh s c mt lith v chi ph vi cc i th cnh tranh. V d, Intel th s dng chin thut dch chuyn nhanhchng xung pha di ca ng cong kinh nghim ginh c u th chi ph so vi cci th ca n trong sn xut b vi x l; v y cng l nguyn nhn gip Matsushita trthnh ngi ln t th trng bng video VHF.

Tuy nhin, cng ty dch chuyn xung pha di ca ng cong kinh nghim xa nht khngc t mn v li th chi ph ca mnh. Bi v, c ba l do gii thch ti sao cng ty khng nnnh vy.

Thnht, hiu ng hc tp v tnh kinh tvqui m khng phi l vnh vin. Thc vy, ngcong kinh nghim c th bin mt mt im no , cng ty phi nhn ra iu . Khi iuny xut hin, s gim gi thnh n v hn na do hiu ng hc tp hay tnh kinh t ca quim rt kh din ra. Do , sm mun g, cc cng ty khc c thui kp ngi dn o v chiph. Mt khi iu ny xy ra, mt s cng ty chi ph thp c th c chi ph tng ng nhau.Trong trng hp , li th cnh tranh bn vng phi da vo cc yu t chin lc khcngoi vic cc tiu ho chi ph sn xut trn nn cng ngh hin ti, nhp ng khch hngcht lng sn phm, hay ci tin.

Thhai, li th chi ph ginh c thiu ng kinh nghim b li thi do spht trin cngngh mi. V d, gi ca mt n hnh TV din ra theo m thc ca ng cong kinh nghim tkhi xut hin TV cui nhng nm 1940 cho n nm 1963. Trong thi gian , gi bnh qunmt chic n hnh gim t 34 USD xung cn 8 USD (nm 1958). Vic ch to n hnh mu

1 A.A. Alchial, 1963, "Reability of Progress Curve in Airframe Production"Econometrica, 31 pp 679-693


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li yu cu mt cng ngh mi, v gi ca mt n hnh TV mu li nhy vt ln 51 USD vonm 1966. ng cong kinh nghim t n xc lp li. Sau gi li gim xung cn 48USD nm 1968, 37 USD nm 1970 v 36 USD nm 1972.1Ni tm li, s thay i cng nghc th lm thay i cc qui tc ca tr chi, yu cu cc cng ty chi ph thp trc kia phi

tng bc thit lp li li thcnh tranh ca h.Hnh 4-4: Chi ph n v sn xut ca luyn thp

Mt l do na trnh s t mn, l khi lng ln khng nht thit em li cho cng tyli th chi ph. Mt s cng ngh c nhng hm chi ph khc nhau. V d, ngnh luyn thp chai phng n cng ngh khc nhau: mt cng ngh tch h p trn c s l luyn xy, cngngh nghin nh da trn c s l h quang. Nh minh ho trong hnh 4-4 cng ngh nghinnh vi l h quang c qui m hiu qu ti thiu nh hn nhiu, trong khi cng ngh nghintrn cs luyn xi li c qui m hiu qu ti thiu rt cao. Thm ch ngay c khi hot ngvi sn lng hiu qu nht l luyn xy cng khng c li th chi ph so vi l h quang. Hqu l, vic theo ui tnh kinh t ca kinh nghim vi mt cng ty s dng l luyn xy cth khng em li li th chi ph theo cch gii thch gin nv hin tng ny. Thc vy,trong phn ln cc thi k cc cng ty s dng l tch hp khng th c cc n hng asn lng n mc vn hnh n mc ti u. V th chi ph ca n cao hn nhiu sao vi cccng ty s dng l h quang.2Hn na, trong phn ti p theo m chng ta s cp ti ltrong nhiu ngnh cc cng ngh ch to linh hot a ra mt s ha hn cho php cc nh chto nh sn xut vi mt chi ph c th so snh vi cc cng ty ln.

1 Anbernathy, Wayne, 1980, "Limmited of Learning Curve",Havard Business Review pp 109-1192 D.F. Barnett, R.W.Crandall, 1986, Up From Ashes: The Rise of the Steel minimill tni the United State, Washington D.c Brooking Institution.

Chiph

n

v

Chi ph bnh qun

Chi ph bnh qun

Chiph

nv

Sn lng Sn lng

Qui m ti u Qui m ti u

Luyn tch h p Nghin nh


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4.1.3. Sn xut hiu qu: sn xut linh hot sn xut theo yu cu khch hng khilng ln

Ht nhn ca tnh kinh t theo qui m l tng cho rng cch tt nht t hiu qu cao vchi ph thp nh sn xut qui m ln cc sn phm tiu chun ho. Quan nim ny hm cmt snh i gia gi thnh n v v tnh a dng ca sn xut. Sn xut cng nhiu loisn phm trong mt nh my, hm l s phi thu nh lot sn xut v kh c th thc hinc tnh kinh t v qui m. Do , sn phm cng a dng cng gy kh khn cho cng tytrong vic nng cao hiu qu v gim chi ph. Theo logic ny, cch thc nng cao hiu qu,gim thp chi ph s hn ch tnh a dng sn phm v to ra cc sn phm tiu chun ho vikhi lng ln. Quan im nh vy v hiu qu sn xut ang b xem xt li bi s xut hinca cc cng ngh ch to linh hot.

Thut ng cng ngh ch to linh hot (flexible manufacturing technology hay thng gi llean production) dng ch cc cng ngh sn xut c thit k (1) Gim thi gian thit

t cc my mc phc tp, (2) tng mc s dng my mc thit b bng vic lp k hoch hpl, (3) Ci thin kim sot cht lng tt c cc giai on ca qu trnh ch to.1Cc cngngh sn xut linh hot cho php cng ty cung cp mt din rng cc loi sn phm vi mcchi phi khi chngang vi sn xut khi lng ln cc sn phm tiu chun ho.

Thc vy, mt nghin cu gn y ch ra rng nu lm theo cc cng ngh ch to linh hothin nay c th tng hiu qu v gim thp chi ph so vi nhng g c tht c trong snxut khi lng ln cc sn phm tiu chun ho, trong khi vn c th cung cp cc sn phmtheo yu cu khch hng. Thut ng theo yu cu khch hng khi lng ln (Masscustomization) c th dng ch kh nng cc cng ty s dng cng ngh ch to linh hot iu ho hai mc tiu m thng c cho l khng th tng thch l: chi ph thp v sn

phm theo yu cu khch hng.2

Cc cng ngh ch to linh hot bin i theo tnh cht tinh vi v phc tp ca n. H thng snxut Toyota l mt trong nhng v d ni ting v cng ngh ch to linh hot. Mc d khngthc s tinh vi, nhng n c cng nhn l lm cho Toyota trthnh cng ty sn xut t hiu qu nht trong ngnh t ton cu. Cc bung my linh hot l cng ngh ch to linhhot ph bin khc. Mt bung my linh hot l mt nhm cc my khc nhau, mt khu vcch bin cc vt liu chung, mt khu vc c iu hnh chung. Mi mt bung my c bnn su my c kh nng thc hin cc hot ng khc nhau. Ni chung mi bung my cdnh sn xut mt nhm cc chi tit hay sn phm. Vic thit t cc my do my tnh kimsot cho php mi bung my c th chuyn i rt nhanh sn xut cc chi tit hay sn phm

khc nhau.Hiu qu ca bung my linh hot l ci thin mc s dng my mc, gim sn phm ddang.Ci thin mc s dng my mc thit b l do gim thi gian thit t my mc thit b v iukhin lung sn xut gia cc my bng my tnh, trnh tc nghn. Vic kt hp cht ch giacc my cng lm gim sn phm ddang. Gim ph thi l nhkh nng iu khin ca my

1 P.Nemetz, F.Fry, 1988, "Flexible Manufacturing Organiztions for Strategy Formulation"Academy of Management Review, 13 pp 627-6382 B.J. Pine II, 1997,"The Four Faces of Mass Customization" ,Havard Busisness Review(1-2), pp 63-64


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tnh, tm ra cc cch thc chuyn ho cc u vo thnh u ra nhm cc tiu ho ph thi. Vitt c cc yu t trn, trong khi cc my ng t do ch s dng 50% thi gian, nhng cng vimy mc nu trong bung my ch to linh hot c th s dng hn 80% thi gian, v nucng sn xut mt sn phm lng ph thi t cc bung my ch bng na so vi bnh thng.

Li ch v mt hiu qu ca vic thit t cng ngh ch to linh hot c th rt ln. W.L.Gore,mt cng ty shu t nhn ch to nhiu loi sn phm khc nhau t cp my tnh cng nghcao n cc gin khung Gore-Tex ni ting, s dng cc bung my linh hot mt s trong46 nh my ca n. Trong cc phn xng lm cp, tc dng ca n l lm gim 50% thi gianch to mt cp ma tnh, gim d tr 33%, gim khng gian nh xng 25%. Tng t, ivi hng Compaq mt nh ch to my tnh c nhn thay th ba trong s 16 dy chuyn lprp ca n trong mt nh my Houston bng 21 bung my. Kt qu l lm tng 25% nngsut lao ng v chi ph chuyn i cc dy chuyn thnh bung my c thu hi sau suthng hot ng. Lexmark, mt nh sn xut my in dng cho my tnh chuyn i nh myvi 2700 cng ngh ca n Lexington thnh cc bung my mm ch to linh hot, v cng

thy nng sut tng ln 25%.

Bn cnh vic ci thin nng sut v gim thp chi ph, cc cng ngh ch to linh hot cngcho php cc cng ty c bit ho sn phm theo nhu cu c o ca nhng nhm khch hngnh - vi mc chi ph tng ng vi h thng sn xut khi lng ln sn phm tiu chunho. Nh vy, cc cng ngh ch to linh hot gip cho cc cng ty t c vic phc v theoyu cu khch hng vi khi lng ln, lm tng kh nng p ng khch hng.

4.1.4. Marketing v hiu quChin lc marketing c th tc ng mnh m n hiu qu v cu trc chi ph ca mt

doanh nghip. Qua chin lc marketing, cng ty ginh c v th nhphi tr cc hot ng

nh gi, xc tin, qung co, thit k sn phm v phn phi. N c thng vai tr ch yulm tng hiu qu ca cng ty. Bn c th d dng nhn thy mt s bc dn n hiu qu caohn t chin lc marketing. V d, chng ta bit v cch thc dch chuyn nhanh xungphn di ca ng cong kinh nghim ginh c u th chi ph thp c thc hin bngnh gi, qung co xc tin mt cch tn cng- tt c nhng iu l nhim v ca chcnng marketing. Cc yu t khc ca chin lc marketing c th khng r rng bng nhngkhng phi l khng c tc ng ng kn hiu qu.

Mt trong nhng yu t quan trng l mi lin h gia mc bi ca khch hng v chiph n v. Mc bi ca khch hng l t l phn trm khch hng ri b cng ty n vicc i th cnh tranh hng nm. T l bi xc nh lng trung thnh ca khch hng, miu ny li l hm si vi kh nng tho mn cc khch hng. Bi v, c c khchhng mi i hi mt chi ph cnh no cho vic qung co, xc tin v dng nh c mtmi lin h trc ti p gia t l bi v chi ph. Cng ty cng gi khch hng lu hn, snlng cng cao v cng c th b p cc chi ph c nh lm gim chi ph bnh qun trndoanh s. Do , h thp t l khch hng bi cho php cng ty t c nhng tit kim vchi ph mt cch ng k. Do chi ph cnh ca vic ginh c mt khch hng mi, nuphc v cho nhng khch hng m ch li vi cng ty trong thi gian ngn, ri h li nvi i th cnh tranh, c th sem li li nhun m. Tuy nhin, khch hng li vi cng ty


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cng lu chi ph cnh ca vic ginh khch hng mi cng c phn b cho s ln mua lpli nhiu hn lm tng li nhun trn mi khch hng.

Chng ta hy xem xt kinh doanh th tn dng nh mt v d ca hin tng ny.1 Nm 1990,hu ht cc cng ty th tn dng cn bnh qun 51 USD tuyn m thm mt khch hng vthit lp mt ti khon mi. Chi ph ny l do qung co cn phi tin hnh hp dn cckhch hng mi, kim tra tn dng cho mi khch hng, v c ch thit lp mt ti khon vpht hnh th. Cc chi ph cnh b ra mt ln ny c thc b p ch khi khch hng li vi cng ty t nht l hai nm. Hn na khi khch hng li n nm th hai, h ckhuynh hng tng vic s dng th tn dng ca mnh lm tng thu nhp sinh ra t mi khchhng theo thi gian. Kt qu l li nhun bnh qun trn mi khch hng trong kinh doanh thtn dng tng t m 51 USD trong nm 1(y l mt khon l), n 44 USD trong nm 3 v 55USD trong nm th 6.

Mt li ch kinh t khc ca lng trung thnh bn lu l vic qung co min ph m khch

hng tnh c lm cho cng ty. Cc khch hng trung thnh ni chuyn nhiu v th tn dng,v h c th tng ng k khi lng kinh doanh thng qua cc giao dch. Mt v dng ch ca iu ny chnh l ngi bn l may mc v thc phm ln nht v sinh li nht Anh,Mark&Spencer. Thnh cng ca ca cng ty ny l to lp mt danh ting thch ng v cungcp hng ho cht lng cao vi mc gi hp l. Cng ty to ra lng trung thnh ca khchhng m khng cn phi qung co Anh chnh l mt ngun tit kim chi ph.

Li nhn nh quan trng l gim t l bi, to lp lng trung thnh ca khch hng c thlngun tit kim chi ph ln. Bi v, n dn n h th p gi thnh n v, vic h thp t lkhch hng bi 5% bt cu c th tng li nhun trn mi khch hng t 25-85% tuthuc vo ngnh. V d gim 5% t l khch hng bi dn n tng li nhun trn bnh qun

mi khch hng : 75% vi kinh doanh th tn dung; 50% vi ngnh mi gii bo him; 50% vingnh mi gii chng khon; 45% vi kinh doanh git i qun o; v 35% vi ngnh phnmm my tnh.2

Vy bng cch no mt cng ty c th gim t l khch hng bi? Cng ty c th lm iu bng cch to dng lng trung thnh nhn hiu, m iu ny yu cu cng ty phi p ngtt nhu cu khch hng ca mnh. pht trin mt chin lc gim thp t l khch hng bi, chng ta cn c mt b phn trung tm pht hin ai bi, ti sao h bi, v hnh ng cc khch hng khc khng bi v nhng l do tng t trong tng lai. thc hin binphp ny phi c h thng thng tin c th theo di c s ra i ca khch hng.

4.1.5. Qun tr vt liu, JIT v hiu qung gp ca qun tr vt liu nng cao hiu qu ca mt cng ty cng su sc nh sn xutv marketing. Qun tr vt liu bao gm cc hot ng cn thit a nguyn vt liu vo snxut (bao gm chi ph mua sm cc u vo vt liu), xuyn sut qu trnh sn xut, v xuynsut h thng phn phi n ngi tiu dng cui cng.3Tim nng ca vic gim thp chi ph

1 F.F.Reichheld, W.E. Sasser,1990, "Zero Defection: Quality Comes Service"Havard Business Review(10-11)pp 105-1112 F.F.Reichheld, W.E. Sasser,1990, "Zero Defection: Quality Comes Service"Havard Business Review(10-11)pp 105-1113 R.Narasimhan, J.R. Carter, 1990, "Organization, Comunication ang Coordination of International Sourcing".International Marketing Review , 7 pp 6-20


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trong qun tr vt liu rt ln. Trong cc doanh nghip ch to bnh thng, chi ph cho vt liuv vn ti chim t 50-70% thu nhp. Ch cn mt s gim nh cc chi ph ny c th c mttc ng ng kn thu nhp. Theo mt c lng, vi mt cng ty c thu nhp khong 1 tUSD, thu nhp trn vn u t 5% v chi ph vt liu chim 50% doanh s (bao gm chi ph

mua sm) mun tng 15000 USD li nhun c th hoc tng 30% doanh s hoc gim 3% chiph vt liu.1Trong mt th trng bo ho, th vic gim chi ph vt liu 3% s d dng hnnhiu so vi tng doanh s ln 30%.

ci thin hiu qu ca chc nng qun tr vt liu, ni chung, cn p dng h thng tn khong thi hn (JIT). Trit l cbn ca JIT l tit kim chi ph lu gi tn kho bng cch lmcho vt liu n vi xng ch to ng lc n cn a vo qu trnh sn xut, ch khng ntrc. Vic tit kim chi ph l do tng tc quay vng tn kho, gim chi ph tn kho nh chiph kho v chi ph lu gi. V d, Walmart s dng h thng JIT khi phc d tr trong ccca hng ca n ti thiu hai ln mt tun. Nhiu ca hng nhn hng tng ngy. Cn cc ith - nh Kmart hay Sear- vn b sung hng ho hai tun mt ln. So vi cc i th ny Wal

Mart c th duy tr mc phc tng t ch cn u t tn vo tn kho bng so vi h, chnh l ngun tit kim chi ph rt ln. Do , quay vng tn kho nhanh hn gip Wal martt c li th tn kho trn cshiu qu trong ngnh bn l.

Hn ch ca h thng JIT l n lm cho doanh nghip khng c d trm. Mc d d trmrt tn km cho vic lu tr, song n c th gip doanh nghip thot khi cn d tr cc uvo do nhng v t cc nh cung c p (V d mt snh cng mt nh cung c p thencht). D trm cng c th gip mt doanh nghip p ng nhanh chng vi vic s tngnhu cu. Tuy nhin cng c nhng cch thc hn ch cc nhc im ny. V d gim ri rodo vic ph thuc vo ch mt nh cung cp v mt loi u vo quan trng, c th khai thccc u vo t nhiu nh cung cp.

4.1.6. Chin lc R&D v hiu quVai tr ni bt ca nghin cu v pht trin trong vic n lc t c hiu qu cao hngm hai im. Thnht, chc nng R&D c th nng cao hiu qu nh thit k sn phm ddng ch to. Bi vic ct gim s lng cc chi tit cu to nn sn phm, R&D c th gimng k thi gian l p rp lm dn n nng sut cao hn v chi ph thp hn. V d sau khiTexas Instrument thit k li b phn ti p nhn hng ngoi cho sn phm Pentagon, cng tythy rng n gim s chi tit t 47 xung cn 12, v s bc rp rp t 56 xung cn 13,thi gian ch to ckh gim t 757 pht/sn phm xung cn 219 pht v thi gian lp rp t129 pht xung cn 20 pht. Kt qu l gim ng k chi ph sn xut sn phm. Tt nhin thit

k ch to yu cu s kt hp cht ch gia chc nng sn xut vi chc nng R&D. Cc nhmlin chc nng bao gm nhng ngi thuc chc nng R&D v sn xut lm vic vi nhau, lcch tt nht t c s kt hp nh vy.

Cc thhai m chc nng R&D c th gip t hiu qu cao hn ci tin qu trnh. Ci tinqu trnh l mt s ci tin v cch thc vn hnh cc qu trnh sn xut ci thin hiu qu.Nhng ci tin qu trnh thng l mt ngun lc chnh ca li th cnh tranh. Trong ngnh

1 G.Stalk, T.M Hout, 1990, Competing Again Time, New York: Free Press


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sn xut t, li th cnh tranh ca Toyota mt phn da vo tn kho ca qu trnh ch to linhhot trong gim ng k thi gian thit t sn xut. Vic ci tin ny cho php Toyota tc hiu qu gn vi h thng ch to linh hot vt trc i th cnh tranh nhiu nm.

4.1.7. Chin lc ngun nhn lc v hiu quNng sut lao ng l mt trong nhng yu t quyt nh then cht cho hiu qu v cu trc chiph ca mt doanh nghip. Nng sut lao ng cng cao, chi ph cho mt n v sn phm cnggim. Thch thc i vi chc nng qun tr ngun nhn lc trong mt cng ty l tm ra cchthc lm tng nng sut lao ng. C ba la chn cbn lm iu ny, l: hun luynngi lao ng, t chc lc lng lao ng thnh cc nhm t qun, ni kt gia tin cng vs thc hin.

Hun luyn ngi lao ng

Cc c nhn l u vo ch yu ca qu trnh sn xut. Mt cng ty s dng cc c nhn c knng cng cao, cng hiu qu hn so vi mt cng ty s dng ngun nhn lc t c o tohun huyn. Cc c nhn c o to hun luyn s lm vic nhanh hn, chnh xc hn vcng hc nhanh hn v cc cng vic phc tp lin quan n phng php sn xut hin i sovi nhng ngi c k nng km hn. o to hun luyn s nng cp mc thnh tho cangi lao ng, em n cho cng ty nng sut gn vi li ch v hiu qu.

Cc nhm tqun

Cc nhm t qun l mt hin tng tng i mi m. Mt s cng ty s dng cch ny tgia nhng nm 1980, nhng sau n ph bin rt nhanh. S gia tng ca cc bung mych to linh hot, trong cc cng nhn c gp thnh tng nhm, r rng khuyn khchs ph bin rng ri cc nhm t qun trong cc hng ch to. Mt nhm ni chung bao gm 5

n 15 ngi lao ng nhm hon thnh mt sn phm hon chnh hay mt nhim v honchnh. Cc thnh vin trong nhm bit tt c cc cng vic ca nhm v lun phin t cngvic ny n cng vic khc. H qu l nhm lm cho lc lng lao ng linh hot hn. Nhmc th tin lp s nng mt ca cc cng nhn cng lm vic. Nhm cng c th thc hincc cng vic qun tr nh lp lch trnh lm vic v cc hnh trnh cng tc, t vt liu, v yucu thm thnh vin mi. Trch nhim ln hn cho cc thnh vin nhm v s trao quyn chonhm c coi nh nhng ngun ng vin (trao quyn l qu trnh cho nhn vin cp thp hnquyn lm quyt nh). Con ngi thng p ng tt khi h cm thy t ch hn v c trchnhim ln hn. Thng lin quan n sn lng nhm v cc mc tiu cht lng nh l mtng ctng thm.

Hiu lc thun ca vic a ra p dng cc nhm t qun c tng kt l lm tng nng sutlao ng ln 30% v tng ng k cht lng sn phm. Hn na vic tit kim chi ph phtsinh do khng cn s dng ngi gim st, v h thp h thng qun l trc tuyn. Trong ccdoanh nghip ch to, c l s kt hp hu hiu nht l cc nhm t qun v bung mych to linh hot. C hai dng nhc thit k cho nhau. V d, sau khi a ra cng nghch to linh hot v hun luyn lm vic trn c s nhm t qun vo nm 1998, mt phn


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xng ca General Electric Salisbury bc Carolina tng nng sut 250% so vi cc phnxng cng sn xut sn phm tng t ca GE nm 1984. 1Mc d vy, nhm khng phi lphng thuc b bnh; trong cc doanh nghi p ch to, cc nhm t qun c th khng phthuy tim nng ca n tr khi n kt hp vi cng ngh ch to linh hot. Khi qut hn, cc

nhm giao cho cc thnh vin nhiu trch nhim qun tr v vic gip cho cc thnh vin iph vi cc trch nhim ny mi thnh vin cn c hun luyn nhiu hn, m thc t nhiucng ty qun i iu ny trong khi vi vng lao vo h thp chi ph, gy ra hu qu l nhmkhng hot ng tt nh mong mun.

Tr lng theo kt qu

Mt trong nhng ng c ngi cng nhn lm vic v thu nhp, v th khng ngc nhinkhi tin lng lin kt vi kt qu c th gip tng nng sut lao ng. Tuy nhin, vn khng ch l a ra h thng tr lng khuyn khch; m iu quan trng l phi xc nh ktqu no c thng v thng nh th no. Mt s cc cng ty hiu qu nht th gii lu

rng hip tc gia nhng ngi cng nhn l cn thit nng cao nng sut, khng lin ktthnh qu c nhn vi tin lng. Thay v th h tr lng lin kt vi kt qu ca t hay nhm.V d, Nucorc xem nh mt trong nhng cng ty sn xut thp hiu qu nht th gii chia thnh cc nhm khong 30 ngi. Tin thng c th tr bng 30% lng cbn clin kt vi kt qu ca nhm nhm nng cao nng sut lao ng v cht lng. Mi lin ktny to ra mt sc khuyn khch mnh m cc c nhn hp tc vi cc c nhn khc theoui cc mc tiu ca nhm; l thc ylm vic nhm.

4.1.8. H thng thng tin, Internet, v hiu quCng vi s ph bin nhanh chng ca my tnh, s tng trng c tnh bung n ca Internat vIntranet cc cng ty (Mng my tnh ni ni b cng ty da trn tiu chun Internet) v s

ph bin ca truyn thng bng thng rng tc cao to ra t si quang n cng ngh kthut s khng dy, chc nng h thng thng tin ca doanh nghip ang dch chuyn n giaion trung tm ca cuc truy tm hiu qu hot ng.2S tc ng ca h thng thng tin vonng sut trn phm vi rng ri v tc ng tim tng ln tt c cc hot ng khc ca doanhnghip.

Dell Computer ni ting v h l ngi u tin p dng bn hng trc tuyn trong ngnh bn lmy tnh c nhn, hin nay 40% my tnh ca n bn thng qua mng. Dell cng t nhiu dchv khch hng trc tuyn thay cho vic phi gi in thoi n i din bn hng. Mi tun cn 200 ngn ngi truy cp vo h thng trc tuyn ca Dell. Mi ln h truy cp vo trangWeb ca Dell, h tit kim cho cng ty 15 USD chi ph bnh qun ca cuc in thoi. Nuch 10% trong s 200 ngn ln truy cp hng tun vo trang Web phi s dng in thoi s tnkm cho cng ty 15,6 triu USD mi nm.3

1 J.Hoerr, 1989, "The Payoff From Teamwork,"Business Week, 10/7 pp56-622 T.C. Powell, A. Dent- Micallef, 1997, "Information Technology as Competitive Advantage: The Role of Human, Business, Technology Resource",Strategic Management Journal, 18 pp 375-4053 Gate, Business @the Speed of Thought


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Ni chung, nhng g Dell ang lm l s dng h thng thng tin trn csWeb gim chiph ca s tng cng quan h gia cng ty vi khch hng ca n, cng nh vi cc nh cungcp. Bng vic s dng cc chng trnh da trn nn Web tng ho nhng tng tc vikhch hng v nh cung cp, mt cng ty c th gim ng k s ngi cn thit qun l cc

tng tc ny, do lm gim thp chi ph v tng nng sut. Khuynh hng ny khng chgii hn trong cc cng ty cng ngh cao nh Cisco v Dell. Cc ngn hng v cc cng ty dchv ti chnh cng ang nhn thy rng h c th gim chi ph bng vic chuyn cc ti khonkhch hng v cc hot ng h tr ln mng. V d, chi ph bnh qun ca vic thc hin mtgiao dch ti ngn hng nh chuyn tin t ti khon ny n ti khon khc khong 1,07 USD,nhng thc hin cng mt giao dch nh vy qua mng Internet ch tn 0,01 USD.1Tng t,ton b l lun ca nhng nh bn l trn csInternet nh Amazon.com l h thng bn lc th tit kim chi ph ng k bng vic thay th h thng kho vt l vi h trnhn s bngh thng kho o v cc qu trnh kim tra t hng tng. Vic tit kim chi ph cng c ththc hin bng vic s dng h thng thng tin trn nn Web tng ho nhiu hot ng

ni b cng ty, do lm gim chi ph nhn s h tr.Trong nhiu nm, nhng ngi hay hoi nghi t vn v s tc ng ca h thng thngtin trn csWeb trong vic nng cao nng sut, nhng d liu v nng sut gn y Mch ra rng li ch v tng nng sut ang bt u xut hin. Trong thi k 1996-1998, mc tngnng sut bnh trong cc lnh vc phi nng nghip tng t 1% mi nm ln 2,2%. Cui nm1998 n u nm 1999 nng sut tng 3% mt nm. Tng nng sut ln nht chnh l trongngnh my tnh, mt iu khng h ngc nhin, khi m cc n lc ca ca cc cng ty nhCisco v Dell trong vic p dng cc chc nng phc v v bn hng qua mng.2

4.1.9. Csh tng v hiu quC s h tng to ra mt bi cnh trong tt c cc hotng to gi tr khc tin hnh.Theo , csh tng c th gip t c mc tiu hiu qu. Trc ht, csh tng c ththc y mt cng ty cam kt vi hiu qu, khuyn khch s kt hp gia cc chc nng khcnhau trong vic theo ui hiu qu.

S cam kt vi hiu qu c thc to lp thng qua cc lnh o cp cao. Nhim v ca giilnh o l khp ni vi mt vin cnh qua nhn thc s cn thit mi chc nng ca tchc phi tp trung vo ci thin hiu qu. S l khng y nu ch ci thin hiu qu snxut, hay marketing, hay R&D. Vic tc svt tri vhiu qu cn mt scam kt trnton cng ty vi mc tiu ny, v cam kt ny chc th c khp ni nhqun tr cp cao.

Mt nhim v na ca lnh o l thc y s kt hp lin chc nng cn thit t c hiuqu vt tri. V d, vic thit k sn phm d dng cho ch to cn phi c s truyn thnggia cc nhn vin ca chc nng sn xut v R&D; vic kt hp gia h thng JIT v lp khoch tin sn xut cn s truyn thng cht ch gia chc nng sn xut v qun tr vtliu; vic thit k cc nhm t qun thc hin cc nhim v sn xut cn s kt hp cht chgia ngun lc nhn s v sn xut

1 Gate, Business @the Speed of Thought2 "Work in Process",Economist, 24/7/1999


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Bng 4-1: VAI TR CA CC CHC NNG TO GI TR T HIU QU V TRICc chc nng sng to gitr

Cc vai tr ch yu

Csh tng (Lnh o) Cung cp mt s cam kt ton cng ty vi hiu quThc y s kt hp cc chc nng

Sn xut Ni thch hp theo ui tnh kinh t v qui m v tnhkinh t ca hc tpp dng h thng ch to linh hot

Marketing Ni thch hp p dng cc chin lc tn cng dchchuyn nhanh xung pha di ca ng cong kinhnghimHn ch t l b i ca khch hng bng vic to dnglng trung thnh

Qun tr vt liu p dng h thng JITR&D Thit k sn phm d ch to

Tm cc ci tin qu trnhH thng thng tin S dngn h thng thng tin cho cc qu trnh tng

S dng h thng thng tin gim chi ph kt hp

Cc ngun nhn lc Thit lp cc chng trnh hun luyn k nngp dng nhm t qunp dng tr lng theo kt qu

Bng 4-1 tm tt vai tr ch yu m cc chc nng phi thc hin t c hiu qu vttri. Lu rng vic t c hiu qu vt tri khng phi l iu g c th x l trn cschc nng ny hay chc nng khc. N cn s cam kt trn ton t chc v mt kh nng m bo kt h p cht ch gia cc chc nng. Bng vic thc hin s lnh o v gy nhhng h tng, cc qun tr cp cao ng vai tr ch trong qu trnh ny.

4.2.TC CHT LNG VT TRICht lng vt tri em li cho cng ty hai li th. Mt l, nng cao danh ting v cht lngcho php cng ty i hi phn gi tng thm cho sn phm ca h, v hai l, vic trnh khuyttt trong qu trnh sn xut nng cao hiu qu cho php cng ty c chi ph thp hn. Trong phnny chng ta s xem xt cc cng c ca mt cng ty t c cht lng vt tri. Cng cchnh tc cht lng vt tri l qun tr cht lng ton b (TQM), mt trit l quntr tp trung vo ci thin cht lng sn phm hay dch v v hng tt c cc hotng cacng ty hngn mc tiu ny.1

4.2.1. Khi nim TQMKhi nim v qun tr cht lng ton din ln u tin c pht trin bi mt s t vn M,bao gm H. W. Edwards Deming, Joseph Juran v V. Faigenbaum.2 Trit l cbn ca TQM,

c pht trin bi Deming, da trn chui tng tc gm 5 bc sau:

Ci thin cht lng ngha l gim chi ph bi v t phi lm li, t sai st hn, t chm tr hn,s dng thi gian v vt liu t hn.

H qu l nng sut c ci thin

1 J.W. Dean, D.E. Bowen,1994, "Management Theory of Total Quality", Academy oft Mangemen Review, 19 pp 392-4182 A.Gabor, 1990, The Man Who Discovery Quality (New York Penguin); P.B. Crosby,1980, Quality Is Free, (Yew York Mentor)


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Cht lng tt hn dn n th phn ln hn v cho php cng ty tng gi.

Cht lng lm tng tnh sinh li ca cng ty v cho php n duy tr hot ng kinh doanh.

Nh vy cng ty to ra nhiu vic lm hn

Deming xc nh 14 iu nn cu thnh trong bt k chng trnh TQM no c tm tt trongBng 4-2 (Deming lin tc thay i cc im ny theo cch m ng tin l quan trng vi vicci thin cht lng khng ngng. y l bn nm 1990)

Bng 4-2: Mi bn iu ca Deming v TQMMi bn iu ca Deming v TQM1- To mt s kin nh hng n vic ci thin sn phm v dch v vi mc ch cnh tranh v litrong ngnh, to ra nhiu cng vic.2- p dng mt trit l mi. Chng ta trong mt thi i kinh t mi. Qun tr phi thc tnh vi ccthch thc, phi nhn thy trch nhim ca h, v phi thc hin lnh o s thay i.3- Chm dt s ph thuc vo kim tra t c cht lng. Trnh nhu cu kim tra khi lng ln

bng vic to ra cht lng ngay tu

4- Mc ch ca phn thng kinh doanh l da trn csgi, thay v cc tiu chi ph5- Ci thin lin tc h thng sn xut v phc v, ci thin cht lng v nng sut nh lin tcgim chi ph6- Thc hin hun luyn cc cng vic7- Thit lp s lnh o. Mc ch s lnh o l gip con ngi, my mc v cc i tng lmtt hn. Lnh o cng vic qun tr trong s xem xt ton din cng nh lnh o i vi cc cng nhnsn xut8- Loi b s shi, do mi ngi s lm vic hiu qu v cng ty9- Loi b ro cn gia cc b phn, mi ngi trong nghin cu, thit k, bn hng v sn xut phi lmvic vi nhau, d kin trc cc vn ca sn xut v trong vic s dng c th gp phi i vi sn

phm hay dch v10- Loi b cc khu hiu, li h ho, v cc mc tiu i hi lc lng lao ng khng lm ra khuyt ttv mc cht lng mi. Nhng h ho nh vy ch to ra cc quan h bt li. Mt lng ln cc nguynnhn ca cht lng km v nng sut thp thuc v h thng v do vt qu nng lc ca lc lng laong11-Trnh cc nh mc, thay th bng lnh o. Trnh qun tr bng mc tiu. Trnh qun tr bng slng v cc mc tiu nh lng, thay th bng lnh o12- Db cc ro cn m tng gicp i quyn t ho v ti ngh ca ngi cng nhn. Trch nhim cangi gim th phi c thay i t s lng sang cht lng. Loi b ro cn trong qun tr v trong kthut ang cp i quyn t ho v ti ngh ca con ngi13- Thit lp chng trnh gio dc mnh m v t hon thin14-t mi ngi vo cng vic thc hin s bin i. Bin i l cng vic ca mi ngi

iu ct li l Deming c thuyt phc cc cng ty phi c mt chin lc xc nh bit rngn si u v bng cch no. ng thuyt phc rng cng vic qun tr nn thm nhun trit ll sai st, khuyt tt v vt liu phm cht km l khng th chp nhn v cn phi trnh. Cht

lng ca s gim st nn c ci thin bng cch cho php ngi gim th thi gian nhiuhn lm vic vi cng nhn v cho h nhng k nng cn thit vi cng vic. Hn na, vicqun tr nn to ra mt mi trng trong cng nhn khng phi shi khi bo co cc vn v cc ngh ci thin. Deming cho rng nh mc cng vic khng nn chc xc nhbng con s hay hn mc m nn bao gm mt s cc khi nim v cht lng khuyn khchsn xut sn phm khng khuyt tt. ng cng thuyt phc rng cc nh qun tr phi c trchnhim hun luyn ngi lao ng cc k nng mi theo kp nhng thay i trong cng vicv t cht lng cao hn cn s cam kt ca mi ngi vi cng ty.


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Cc doanh nghi p phng Ty nhn ra tm quan trng ca khi nim TQM, v cho rng nchnh l chi Nht bn trthnh cng quc kinh t. u nhng nm 1980, vic thc hnhTQM ph bin nhanh chng trong cc ngnh kinh doanh phng Ty. Mc d c nhngtm gng thnh cng nhng vic p dng TQM vn cha c ch p thun rng ri. Mt

nghin cu ca quti trcht lng M thy rng ch 20% cc cng ty M thng xuyn xemxt li kt qu ca vic thc hnh cht lng, trong khi con s ny vi cc cng ty Nht bnl 70%.1Mt nghin cu khc ca Arthur D.Lite v 500 cng ty M s dng TQM thy rng ch36% tin tng rng TQM ang lm tng tnh cnh tranh ca h.2 Theo nghin cu, l do cnbn ca iu ny l nhiu cng ty cha hiu thu o hay cha bao qut c khi nim TQM.

4.2.2. p dng TQMTrong cc cng ty p dng thnh cng TQM, ni bt ln mt s yu cu. Chng ta s tho lunv cc yu cu ny thy cch thc tc ng ca chng n cc cng ty p dng TQM, qua lm ni bt vai tr ca nhng chc nng lin quan n tng yu cu. thin . Vai tr ca cc

chc nng khc nhau c tm tt trong Bng 4-3Bng 4-3: VAI TR CA CC CHC NNG TO GI TR T CHT LNG VTTRICc chc nng sang to gi tr Cc vai tr ch yuCsh tng (Lnh o) Cung cp s lnh o v cam kt cht lng

Tm cch o lng cht lngt mc tiu v to ra s khuyn khchThu thp d liu t ngi lao ngKhuyn khch s hp tc gia cc chc nng

Sn xut Rt ngn hnh trnh sn xutTheo di khuyt tt n tn gc

Marketing Tp trung vo khch hng

Cung c p cc phn hi ca khch hng v chtlngQun tr vt liu Hp l ho cc nh cung cp

Gip cc nh cung cp p dng TQMTheo di tn gc cc khuyt tt i vi nh cungcp.

R&D Thit k sn phm d ch toH thng thng tin S dng k thng thng tin kim sot mc

khuyt ttNgun nhn lc Xy dng chng trnh hun luyn TQM

T chc ngi lao ng thnh cc nhm chtlng

To ra s cam kt c tnh t chc vi cht lng. TQM s t c tc dng i vi vic thc

hin ca mt cng ty tr khi n li ko c mi ngi trong t chc.3V d, khi Xerox thchin chng trnh cht lng nm 1983, bc u tin l gio dc cho ton b lc lng laong, t qun tr cp cao trxung v tm quan trng v s vn hnh ca TQM. Xerox thchin iu ny bng cch thnh lp cc nhm, bt u vi nhm cp cao nht ca t chc baogm cc gim c iu hnh. Nhm cp cao l nhm u tin c hun luyn v TQM. Mi

1 J.Bowles, " Is Americain Management Really Commited to Quality?", Management Review, (Winter 1981-1982), 42-462 O.Port, G.Smith,1992, "Quality", Business Week, 30/10 pp 65-753 J.Bowles, " Is Americain Management Really Commited to Quality?"; "The Training of Quality"


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thnh vin ca nhm ny sau c nhim v hun luyn cho mt nhm cp k tip trong hthng trc tuyn, v c nh vy lan to xung ton b t chc ti khi ton b 100000 cn bcng nhn c hun luyn v TQM. C qun tr cp cao ln chc nng ngun nhn lc cacng ty u ng vai tr chnh trong qu trnh ny. Qun tr cp cao c trch nhim thc hin

s lnh o cn thit to ra s cam kt vi mc tiu cht lng trong ton b t chc. Chcnng ngun nhn lc phi chu trch nhim hun luyn trong khp cng ty v k thut TQM.

Tp trung vo khch hng

Ngi ang thc hnh TQM xem vic tp trung vo khch hng nh l im khi u ca tonb trit l cht lng, thc vy, l l do tn ti.1L im tip xc ch yu vi khch hng,chc nng marketing nn ng vai tr chnh y. N cn xc nh khch hng cn g t ccsn phm hay dch v m cng ty cung cp; Cng ty hin ang cung cp cho khch hng iug; lch gia nhng g khch hng mong mun v nhng g hang nhn c, c th hiul lch v cht lng. Sau cng vi cc chc nng khc ca cng ty, n cn lp mt k

hoch xo b lch cht lng ny.Tm cch o lng cht lng

Mt yu cu khc ca bt k mt chng trnh TQM no l to ra mt s thc o c th sdng o lng cht lng. iu ny tng i d dng trong cc cng ty ch to, bi chtlng c o lng bng cc tiu chun r rng v d s khuyt tt trn mt ngn chi tit.Nhng vi cc cng ty dch viu ny c v nh kh khn hn nhng vi mt cht sng toh cng c th tm c cc thc o thch hp. V d mt trong nhng thc o ca cng tyFlorda Power&Light s dng o lng cht lng l li c ng h trong mt thng. Mtthc o khc l tn sut v thi gian mt in . L.L. Bean, Freeport, Main, nhng ngi bn lt hng qua th s dng t l phn trm cc n hng c p ng ng n nh mt thc

o cht lng ca n. Vi mt s ngn hng thc o chnh l s khch hng t b trong nmv s li bo co trn mt ngn khch hng. im ni bt qua cc v d trn l xc nh chtlng ngha l g theo cch nhn ca khch hng v tm ra mt phng php nh gi iu .Qun tr cp cao nn chu trch nhim ch yu trong vic to lp cc thc o khc nhau olng cht lng, nhng nhng n lc ny thnh cng n phi nhn c cc d liu tnhiu chc nng khc nhau ca cng ty.

Thit lp mc tiu v to ra skhuyn khch

Mt khi tm ra thc o, bc tip theo l t ra mt mc tiu cht lng c tnh thch thcv to ra nhng khuyn khch cho vic t c mc tiu ny. Tr li v d ca Xerox. Khi n

a ra chng trnh TQM, mc tiu ban u ca Xerox l gim s chi tit khuyt tt t 25000trn 1 triu xung cn 1000 trn mt triu chi tit. Mt cch to ra s khuyn khch t mctiu ny l lin kt mc tiu vi cc phn thng nh tr thm phn thng v cc chi thngtin. Do vy, trong nhiu cng ty ang p dng nhm t qun vic tr thng cho cc thnhvin ca nhm c xc nh mt phn bi kh nng ca ht c mc tiu cht lng.

1 A.Gabor, 1990, The Man Who Discovery Quality (New York Penguin); P.B. Crosby,1980, Quality Is Free, (Yew York Mentor)


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Nhim v ca vic thit t mc tiu v to lp s khuyn khch l mt trong nhng nhim vthen cht ca qun tr cp cao.

Thu thp dliu tnhn vin

Cc nhn vin c th l ngun thng tin quan trng trong vic xem xt ngun gc cht lngkm. Do , cn phi thit lp mt s khun kh cho vic thu ht kin ca nhn vin cth ci thin cht lng. Cc ch cht lng - tu theo cc nhm nhn vin - thng c sdng t c mc tiu ny. Cc cng ty khc s dng nhm t qun nh mt din n tho lun v cc kin ci thin cht lng. Bt k mt din n no, vic thu thp d liut cc nhn vin cp thp hn yu cu cc nh qun tr phi ci m ti p thu v lm theonhng s ph phn v thng tin xu t cc nhn vin. Theo Deming, mt vn trong quntrM l thng s dng vic bp nght cc tin tc xu. Nhng ng thuyt phc rngcc nh qun trang cam kt vi quan nim cht lng phi nhn thc rng cc tin tc xu lm vng thng tin.

Nhn ra khuyt tt v d theo chng tn gcCc khuyt tt sn phm thng pht sinh nht trong qu trnh sn xut. TQM yu cu phi

xc nh cc khuyt tt trong qu trnh lm vic, v d theo chng n tn ngun gc, tm ranguyn nhn gy ra khuyt tt v tin hnh sa i, do vy lm cho n khng th ti din. Quntr sn xut v qun tr vt liu ni chung chu trch nhim chnh trong nhim v ny.

pht hin khuyt tt, Deming ch trng s dng cc th tc thng k xc nh s daong ca cht lng sn phm hay dch v. Deming coi s dao ng nh l k th ca chtlng.1Mt khi pht hin ra s dao ng cn phi ln theo n tn ngun gc v loi b. Mtk thut gip theo di mt cch hu hiu cc khuyt tt n tn gc l gim qui m l sn xut.

Vi thi gian vn hnh ngn, khuyt tt sc tm ra ngay lp tc. Tip n cc khuyt tt cthc truy tm tn gc v sa i. Gim qui m l sn xut cng c ngha l khi ph phmchng may xut hin, s lng ph phm khng nhiu, do gim lng ph. Cc cng ngh chto linh hot nu ra phn trc c th dng gim qui m m khng h pht sinh chi ph.H qu l vic p dng cc cng ngh ch to linh hot l iu quan trng ca chng trnhTQM.

H thng tn kho ng thi hn (JIT) cng ng mt phn vai tr ny. Trong h thng JIT ccchi tit khuyt tt i vo trong qu trnh ch to mt cch tc thi; n khng b lu gi tn khomt vi thng trc khi s dng. Do cc u vo khuyt tt c th nhanh chng b pht hin.Sau vn c thc truy tm ngay n ngun cung cp v sa i trc khi cc chi tit

khuyt tt khc pht sinh. Trong cc h thng truyn thng, vic lu gi cc chi tit mt vithng trc khi s dng c ngha l lu gi mt s ln cc khuyt tt c sn xut ra bingi cung cp trc khi n i vo qu trnh sn xut.

Xy dng mi quan hvi cc nh cung cp

1 W.E. Deming, 1986, Out of the Crisis, Cambridge, Mass.; MIT Center for Advantadge Engineering Study)


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Mt trong nhng nguyn nhn chnh ca hng ho km cht lng, l cc chi tit b phnca n km cht lng. gim cc sn phm khuyt tt phi lm vic vi cc nh cung cp ci thin cht lng ca cc chi tit m h cung cp. Trch nhim chnh trong lnh vc nythuc chc nng qun tr vt liu, bi v n l chc nng tng tc vi cc nh cung cp.

p dng h thng JIT vi cc nh cung cp v cho cc nh cung cp chp thun chngtrnh TQM ca mnh cn tin hnh hai bc. Th nht, s lng cc nh cung cp phi gimn mc c th qun l. Th hai, cng ty phi cam kt xy dng cc mi lin h hip tc dihn vi cc nh cung cp cn li. Vic ngh cc nh cung cp u t vo h thng JIT vTQM i hi h thc hin u t ln. V d p dng hon ton h thng JIT, cng ty c thyu cu cc nh cung cp b tr li cc xng ch to ca n gn vi xng lp rp ca cng ty.Cc nh cung cp dng nh rt ngi vi cc u t nh vy tr khi h cm thy cng ty camkt mt quan h di hn, n nh vi h.

Thit kdchto

Mt sn phm cng yu cu nhiu bc lp rp cng c nhiu kh nng sinh ra li. Vic thitk sn phm cng t chi tit cng lm cho vic lp rp d dng v cng t gy ra khuyt tt. CR&D v ch to cn cng nhau thit k cc sn phm n c th ch to d dng hn.

Loi b cc ro cn gia cc chc nng

Vic p dng TQM cn phi c cam kt trn ton b t chc v hip tc cht ch gia ccchc nng. R&D phi hi p tc vi chc nng sn xut thit k sn phm d ch to;marketing hip tc vi sn xut v chc nng R&D thc hin cc vn m marketing pht hin c t phn hi ca khch hng; qun tr ngun nhn lc phi hip tc vi tt c ccchc nng khc trong cng ty to ra cc chng trnh hun luyn thch hp iu cn nhn

mnh y l cui cng trch nhim ca qun tr cp cao l phi bo m cho cc quan h hiptc pht sinh.

4.3.TC SCI TIN VT TRITrn nhiu phng din ci tin l mt khi quan trng to ra li th cnh tranh. Vic ci tinthnh cng mt sn phm hay qu trnh s gip cho cng ty c c iu g c o m ith cnh tranh khng c. Tnh c o cho php mt cng ty i hi phn thng v gi hocc cu trc chi ph thp hn so vi i th. Tuy nhin, cc i th cnh tranh s c gng btchc cc ci tin thnh cng. Thng th cui cng h cng st c, mc d cc ro cncho s bt chc cao c th lm cho tc bt chc chm li. Do , duy tr li th cnh

tranh cn cam kt lin tc vi s ci tin.Nhiu cng ty thit lp mt d liu theo di s ci tin thnh cng. Trong s cc cng ty nhvy c cc cng ty nh Dupont to ra mt lung u n cc ci tin thnh cng nh giybng knh, nylon, cht lm lnh (c s dng trong tt c cc my iu ho khng kh), haynh Teflon (cho khng dnh); Sony vi thnh cng ca Walkman v a compact; cng tydc phm Merk sn xut ra 7 loi thuc mi trong nhng nm 1980; 3M p dng nnglc ct li ca mnh v bng v cht bm dnh pht trin mt lot cc sn phm mi. Intellun dn u trong vic pht trin cc b vi x l mi ci tin cho cc my tnh c nhn.


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4.3.1. T l tht bi cao trong ci tinMc d ci tin c th l mt ngun ca li th cnh tranh, t l tht bi trong vic ci tin snphm mi rt cao. Mt nghin cu v pht trin sn phm 16 cng ty trong cc ngnh hocht, dc phm, du la, v in t ch ra rng ch c khong 20% cc d n R&D cho kt qucui cng l mt sn phm hay qu trnh thnh cng trong vic thng mi ho.1 Mt nghincu chuyn su khc v pht trin sn phm trong ba cng ty (mt trong ho cht v hai trongdc phm) ch ra rng khong 60% cc d n R&D hon thnh v mt k thut, 30% cthng mi ho, v ch 12% t c li nhun kinh t vt chi ph u t.2Tng t, mtnghin cu ni ting ca cquan t vn ca Booz, Allen,&Hamilton ch ra rng hn 1/3 trongs 13000 sn phm cng nghip v tiu dng khng p ng c vi cc tiu chun hiu sutv chin lc v ti chnh ca cc cng ty.3Cn mt nghin cu khc li cho thy 45% cc snphm mi a ra th trng khng p ng mc tiu sinh li.4Tm li, nhng bng chng nycho thy rng nhiu d n R&D khng to ra sn phm thng mi, v rng t 33 n 60% ccsn phm mi a ra th trng nhng li khng to ra mt thu nhp kinh t cn thit. Mc d

c nhiu l do c a ra gii thch ti sao nhiu sn phm mi tht bi trong vic to rathu nhp kinh t nh vy, nhng nm l do c lit k ra nhiu hn c, l: Skhng chcchn, thng mi ho km, nh v chin lc km, thin cn v k thut, tc trong phttrin khngm bo.5

Skhng chc chn

Pht trin sn phm mi l mt qu trnh vn d ri ro. N yu cu kim nh mt gi thitm cu tr li l khng th bit trc, l nhu cu th trng c cho cng ngh mi nyhay khng? Mc d nghin cu th trng tt c th lm cc tiu ho s khng chc chn vnhu cu tng lai ca cng ngh mi, nhng s khng chc chn khng th b loi b hon

ton. Do , c th k vng mt mc tht bi nht nh.Chng ta nn k vng rng mc tht bi ca cc ci tin sn phm c tnh t ph s cao hnnhng ci tin tng thm. Mt ci tin c tnh t ph l kt qu ca mt s chuyn hng cbn so vi cng ngh hin ti a ra mt ci g mi cho th gii. S pht trin ca WorldWide Web c th xem nh mt ci tin c tnh t ph trong cng ngh truyn thng. Cc citin c tnh t ph khc bao gm vic pht trin chic my photo copy u tin ca Xerox,my ghi m videocassette u tin ca AMPEX, v chic knh p trng u tin caBausch&Lomb. Ci tin tng thm dng ch s m rng cng ngh hin ti. V d b vi xl Pentium Pro ca Intel l mt ci tin thm bi v n da trn cu trc vi x l dng X86 caIntel.

S khng chc chn ca nhu cu tng lai v mt sn phm mi s ln hn nhiu nu sn phm l mt ci tin t ph v l mi i vi th gii. Vi sn phm ci tin thm s khng chc

1 E.Mansfield, 1981, "How Economist See R&D,"Havard Business Review , 11-12 pp 18-1062 E.Mansfield, 1981, "How Economist See R&D,"Havard Business Review , 11-12 pp 18-1063 Booz, Allen, Hamilton, 1982, "New Products Management for the 1980's" privately publiced research.4 A.L. Page, 1991,"PDMA's New Product Development Practices Survey: Performance and Best Practices" PDMA 15 th Annual International Conference,Boston, 16/105 S.L. Brown, K.M. Eishardt, 1995, "Product Development: Past Research, Presen Finding s, and Future Directions",Academy of Management Review, 20

pp 343-378


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chn s thp hn bi v n c thit k thay th cho sn phm hin c m nhu cu nhndin r rng. Do t l tht bi ca cc ci tin t ph s cao hn.

Thng mi ho km

L do th hai thng vin dn gii thch cho t l tht bi cao i vi vic gii thiu snphm mi l thng mi ho km. Thng mi ho km pht sinh khi c mt nhu cu thccht v cng ngh mi nhng cng ngh li khng thch nghi vi s cn thit ca ngi tiudng bi cc nhn tnh thit kkm hay cht lng km. V d nhiu my tnh c nhn trcy tht bi khng bn c bi v mi my tnh cn c ngi lp trnh mi s dng c.iu khin Steve Jobs Apple Computer hiu rng nu c mt cng ngh sao cho s dngmy tnh d hn th s c m ra mt th trng khng l. Do nhng chic my tnh c nhnu tin c Apple a ra th trng tch hp t nhiu cch thc ci tin t ph, nhng nli mun lm cho cng ngh hin ti c th s dng c vi ngi bnh thng. S tht bica Apple Computer trong vic to ra mt th trng cho Newton - m Apple a ra ma h

nm 1993 l s km thng mi ho ca mt cng ngh c tnh hp dn tim tng. Apple dkin mt th trng ln ti 1 t USD cho Newton, nhng doanh s ny khng th thnh hinthc bi cc phn mm ca Newton khng c th nhn c cc thng ip c vittrn tm ghi nhn thng ip ca Newton. Bt chp tht bi ny, nhiu cng ty vn tin rng cmt nhu cu thc s v loi cng ngh nh vy, vn ch l sn phm phi c kh nngthng mi tt hn.

nh vchin lc km

nh v chin lc km khi mt cng ty a ra sn phm mi thc s hp dn nhng doanh sca n khng thnh hin thc bi v snh v th trng km. nh v chin lc l xc nhs chp nhn v mt sn phm ca mt cng ty trn bn c tnh marketing chnh: Gi c, phn

phi, qung co khuyn mi, v cc c tnh sn phm. Cht lng sn phm km l mt phnl do trong s tht bi ca Apple Newton xut pht t nh v chin lc km. Newton cgii thiu vi gi ban u qu cao (gn 1000 USD) m l ra nn c mt vi th nghim ngay ctrong trng hp cng ngh thng mi ho y . nh v km cng c th tc ngn tht bi khi a ra sn phm a compact k thut s (DCC) gn y. DCC trnn ti thn v gi cao, xc tin yu, v tht bi bi cc cng ty ci tin cc sn phm cho th trngmy cm tay v xe hi.

Sthin cn kthut

Mt l do khc gii thch ti sao vic gii thiu sn phm mi tht bi l cc cng ty thng

mc sai lm khi marketing mt cng ngh khng c nhu cu tiu dng y . Thin cn kthut xut hin khi mt cng ty nh gi qu cao vkh nng phi thng ca cng ngh mi vqun i vic xt xem c nhu cu vsn phm mi ny hay khng. iu ny c th l mt nhnt trong tht bi ca my tnh bn c NeXT a ra cui nhng nm 1980 (NeXT cSteve Job ngi sng lp Apple Computer tm ra). V mt cng ngh, cc my NeXT r rng lng u vo thi ca n, vi cc phn mm v cc c tnh phn cng tin tin m hng thpk sau vn cha tch h p vo hu ht cc my tnh. Tuy nhin, s ch p nhn ca ngi tiudng rt chm, ch yu bi v s thiu cc phn mm ng dng nh bng tnh v cc chng


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trnh x l vn bn (Word) chy trn cc my . Cc nh qun tr ca NeXT qu hng say vcng ngh ca sn phm mi m b qua thc tin cbn th trng ny. Sau vi nm bn rachm chp, NeXT rt cuc phi rt cc my tnh khi th trng.

Chm chp vmarketing

Cui cng, cc cng ty tht bi khi ha sn phm ra th trng mt cch chm chp. thigian gia vic pht trin ban u v marketing cui cng cng di, do lm tng chu k thigian cng c nhiu kh nng mt i th no tn cng v ginh u th ca ngi iu.1Ni chung, nhng ngi ci tin chm ch p t c p nht cc sn phm mt cch thngxuyn hn so vi nhng ngi ci tin nhanh. Do , h s thy sn phm ca h lc hu so vingi ci tin nhanh. Trong ngnh t General Motor phi chu ng cnh ca ngi citin chm. Chu k pht trin sn phm ca n khong 5 nm, trong khi Honda, Toyota vMazda ch hai hay ba nm, i vi Ford l ba n bn nm. Bi v GM da trn cc quan nimthit k v cng ngh l 5 nm nn cc xe t h thng lc hu khi n c a ra th trng.

4.3.2. To lp cc kh nng ci tinCc cng ty c th thc hin mt s bc to lp mt kh nng ci tin v trnh tht bi. Babc dng nh quan trng nht l: (1)to cc k nng nghin cu cbn v ng dng; (2)Pht trin mt qu trnh la chn v pht trin d n tt; (3) Kt hp cc chc nng khc nhautrong cng ty thng qua nhm pht trin sn phm lin chc nng, trong chng mc no ccqu trnh pht trin song song.

To lp cc k nng nghin cu cbn v ng dng. Vic to lp cc k nng nghin cu cbn v ng dng yu cu s dng cc nh khoa hc nghin cu, cc k s v thit l p mitrng lm vic thc y s sng to. Mt s cc cng ty hng u c gng t c iu ny

bng cch thit lp cc vin nghin cu kiu trng i hc, ni m cc nh khoa hc v cc ks c th ginh thi gian lm vic vi cc d n nghin cu ca mnh, hn na vi cc d nlin quan trc tip vi cc nghin cu m cng ty ang tin hnh. V d, Hewlette- Packardcc phng th nghim msut ngy m cho cc ks. Hewlette-Packard cn khuyn khch ccnh nghin cu ca n dnh 10% thi gian ca cng ty nghin cu cc tng ca h vkhng pht h nu tht bi. Tng t, 3M c quy tc 15% , cho php cc nh nghin cudnh 15% cng vic nghin cu hng tun cho bt k ch no h mun nghin cu min lc tim nng ng gp cho cng ty. Kt qu ni ting ca chnh sch ny l cc phiu dn muvng. tng v sn phm ny do mong mun ca mt nh nghin cu mun ly ra cc lu t cun thnh ca ca ng. Cc phiu dn mu vng giy l mt lnh vc kinh doanh ca3M vi thu nhp khong 300 triu USD.

La chn v qun tr dn. Qun tr d n l qun tr ton b qu trnh ci tin, t khi phtsinh cc tng ban u qua sut qu trnh pht trin n sn phm cui cng v em bn.Qun tr d n gm ba k nng quan trng: k nng khuyn khch pht sinh tng nhiu nhtc thc; k nng la chn trong cc d n khc nhau giai on u ca s pht trin, do ha hn nhn c s ti trv gim bt tn km ca s tht bi; k nng cc tiu ho thi



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gian a ra th trng. Khi nim v phu pht trin c din t trong hnh 4-5 , tm tt nhngyu cu ca vic to lp cc k nng ny.1

Nh trnh by trong hnh 4- 5, phu pht trin chia lm ba giai on. Mc tiu trong giai on 1l mrng ng khuyn khch pht sinh tht nhiu cc tng. cui giai on ny cng tynn thu ht d liu t tt c cc chc nng cng nh t khch hng, cc i th cnh tranh vnh cung cp.

cng 1 ca phu thu hp li. y cc tng c nhng nhm lin chc nng ca cc nhqun tr, nhng ngi m khng tham gia trong vic pht trin cc nim ban u. Cc nimc khuynh hng tin trin s chuyn sang giai on 2 ca phu, y s vch ra cc chi titca d n ngh. Lu rng cng 1 khng phi l im nh gi tip tc hay khng. Trongs tuyn chn ny, cc tng c thc quay li phu pht trin hn na sau nh gili.

Hnh 4-5 Phu pht trin sn phm

Trong giai on 2, ni chung ch din ra t mt n hai thng, d liu v thng tin pht tringiai on 1 c a vo mt mu cho php cc qun tr c kinh nghim nh gi d n trongs cc d n cnh tranh. Thng thng, y yu cu pht trin mt k hoch d n cn thn,hon thnh vi nhng chi tit v th trng mc tiu ra, th phn c tht c, thu nhpmong mun, chi ph pht trin, chi ph sn xut, cc s kin then cht, im la chn ln ktip l cng 2, chnh l im nh gi tip tc hay khng. Cc qun tr c kinh nghim c

mi n duyt li cc d n khc nhau ang c a ra xem xt. Nhim v ca h l chnra cc d n c th thnh cng v c ngha nht vi trin vng chin lc, theo cc mc tiudi hn ca cng ty. Mc tiu quan trng hn c giai on ny l chn cc d n m nuthnh cng s gip duy tr hay to dng li th cnh tranh cho cng ty. Mt mc tiu lin quanl m bo rng cng ty khng dn tri ngun vn v nhn lc khan him ca mnh cho qunhiu d n m nn tp trung ngun lc vo cc d n m c kh nng thnh cng v thu nhp

1 Clark and Wheelwright, Managing New Product ang Process Developement

Giai on2:Tinh chnh

Giai on1

Ny sinh tng

Giai on3:Thc thi

Thtrng


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tim tng hp dn nht. Bt k d n no c la chn vt qua giai on ny u c ti trv phn b nhn s vi mong mun n sc a ra th trng. Trong giai on 3 cc nghpht trin d n c thc hin bi nhm pht trin sn phm lin chc nng.

Kt hp lin chc nng

S kt hp lin chc nng cht ch gia R&D, sn xut, marketing c th gip cng ty bo mrng:

Vic pht trin sn phm c dn hng bi nhu cu khch hnh.

Cc sn phm mi c thit k d ch to.

Chi ph pht trin c kim sot.

Thi gian a ra th trng ngn nht.

Vic kt h p cht ch gia R&D vi marketing l cn thit bo m rng cc d n pht

trin sn phm c dn hng bi nhu cu khch hng. Cc khch hng ca cng ty c th lmt trong nhng ngun gc ch yu ca cc tng sn phm mi. Vic nhn ra nhu cukhch hng c bit l cc nhu cu khng c p ng c th to ra mt bi cnh trong ccci tin sn phm c th thc hin thnh cng. Trong khi tip xc vi khch hng, chc nngmarketing c th cung cp cc thng tin c gi tr trn quan im ny. Hn na, vic kt hpcht ch chc nng R&D vi marketing l iu ch yu nu mt sn phm mi thng mi hothnh cng. Khng c s kt hp gia hai chc nng ny cng ty c th gp ri ro pht trincc sn phm khng c nhu cu hay nhu cu qu thp.

Trng hp Techsonic Industries chng t li ch ca vic kt hp R&D vi marketing. Cngty Alabama ny ch to cc my d tm su l cc thit bnh c v o su ca

nc di thuyn v theo di con mi. Techsonic thot khi mt chui tht bi chn snphm mi khi h quyt nh thc hin cc cuc phng vn khp t nc vi ngi nh c xc nh nhu cu. N khm ph ra nhu cu cha c p ng v my thm d su vikh nng c thc trong nh sng mt tri, v Techsonic pht trin sn phm . Mt nmsau my d tm su 250 USD a ra th trng, doanh s ca Techsonic tng ln gp ba tn 80 triu USD v th phn ca n tng ln mnh m ti 40%.1

S kt hp R&D v sn xut c th gip mt cng ty bo m rng cc sn phm c thit kc lu vi cc yu cu ch to, c th gim chi ph ch to v cc khuyt tt. S kt hpnh vy cng c th gim chi ph pht trin, v a sn phm ra th trng nhanh chng. Numt sn phm mi thit k khng lu n cc nng lc ch to, c th s gp kh khn trong

vic ch to vi cng ngh ch to cho. Trong trng hp , n phi c thit k li, v cchi ph pht trin ln thi gian a sn phm ra th trng c th tng ng k. V d, vic thayi thit k trong khi hoch nh sn phm c th tng chi ph pht trin sn phm ln 50% vko di thm 25% thi gian a sn phm ra th trng.2Hn na, nhiu ci tin sn phm ctnh t ph cn mt qu trnh cng ngh mi ch to ra chng. iu lm cho s kt hp

1 P.Sellers, "Getting Customers to Love You", Fortune, 13/3/1989, pp 38-422 O.Port, 1992, "Moving Past the Assembly Line", Business Week. Special Issue: Reinventing America, pp 177-180


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gia R&D vi sn xut cng trnn quan trng hn, bi v vic cc tiu ho thi gian a rath trng v chi ph pht trin yu cu pht trin ng thi c sn phm mi ln qu trnh cngngh mi.1

Cc nhm pht trin sn phm. Mt trong nhng cch tt nht t c s kt hp lin chcnng l thit lp nhm pht trin sn phm lin chc nng. Cc nhm ny bao gm i din cachc nng R&D, marketing v sn xut. Mc tiu ca nhm l thc hin mt dn pht trinsn phm t nim ban u n gii thiu ra th trng. Cc c tnh dng nhc bit quantrng cho nhm pht trin sn phm l n c th hot ng hiu qu v p ng c tt c ccs kin then cht ca qu trnh pht trin hay khng.2

Trc ht, nhm phi c dn dt bi mt ngi qun tr d n c trng lng, thng lngi c a v cao trong t chc v c sc mnh ln quyn lc tm c cc ngun lc nhns v ti chnh m nhm cn thit. Ngi lnh o c trng lng ny nn dng ch yu nukhng phi l ton b cho d n. Ngi lnh o l ngi tin tng vo d n, l mt qun

qun ca d n, v thnh tho trong vic kt hp cc vin cnh ca cc chc nng khc nhau vgip cho cc c nhn t nhng chc nng khc nhau lm vic vi nhau v mc ch chung. Hnna, ngi lnh o cng c th hnh ng nh mt lut s ca nhm vi qun tr cp cao.

Thhai, nhm nn c ti thiu mt thnh vin tmi chc nng ch yu. Cc thnh vin canhm cn c kh nng ng gp kinh nghim chc nng, c v tr cao trong chc nng ca hv sn lng chia s trch nhim vi kt qu ca nhm, v c kh nng t sng h tch cc vmt chc nng sang mt bn. Ni chung, thch hp hn l cc thnh vin nhm dnh 100% chod n trong sut thi gian m h tp trung vo d n v khng tip tc cc cng vic chcnng ca h.

Th ba, cc thnh vin cng t vo v tr mt cch t nhin to ra cm gic thn thin v

thc y giao tip.

Th t, nhm nn c k hoch r rng, cc mc ch r rng, c bit l vi cc mc pht trinch yu v ngn sch pht trin. Nhm nn c nhng khuyn khch t cc mc tiu ny, vd nh thng khi t c cc mc ch yu.

Th nm, mi nhm cn pht trin mt qu trnh giao tip v gii quyt cc xungt. V dnhm pht trin sn phm ca Quantum Corporation mt cng ty sn xut a cho my tnh cnhn California, thit lp mt qui tc l tt c cc quyt nh chnh cn xy dng v vic giiquyt xung t phi tin hnh hp vo chiu th hai mi tun. Qui tc n gin ny gip chonhm p ng cc mc tiu pht trin ca n.

Qu trnh pht trin song song. Mt trong nhng cch thc m nhm pht trin sn phm cth rt ngn thi gian pht trin sn phm v a ra th trng l s dng qu trnh pht trinsong song mt phn. Mt vn l qu trnh pht trin sn phm khng c xem xt v ccvn ch to. ng ch nht l, do thit k cbn ca sn phm c hon thnh trc khithit k mt qu trnh cng ngh ch to v sn xut qui m thng mi, khng c h thng

1 G.P.Pisano, S.C. Wheelwright, 1995, "The New Logic of High Tech R&D," Havard Business Review 9- 10 pp93-952 K.B. Clark, T. Fujimoto, 1990, "The Power of Produc Integrity",Havard Business Review, 11-12 pp 107-118


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cnh bo sm biu th kh nng ch to. Hu qu l cng ty c th khng to ra sn phmvi cch thc hiu qu-chi ph v phi gi trli cho giai on thit k sn phm. iu lmcho thi gian ko di ra khi sn phm b gi i gi li gia cc giai on.

Trong qu trnh pht trin song song mt phn cc giai on pht trin chng ln nhau v dcng vic bt u pht trin qu trnh sn xut trc khi giai on thit k hon thnh. Bngvic gim chi ph v thi gian thit k sn phm, mt chng trnh nh vy gim ng k thigian pht trin sn phm v a n ra th trng.

Nhng g pht sinh sau khi Intel pht trin b vi x l 386 nm 1986 chng tiu ny. Mts cc cng ty bao gm c IBM v Compaq chy ua tr thnh ngi u tin a ra mytnh c nhn trn csb vi x l 386. Compaq tn cng IBM trong 6 thng v ginh c thphn ch yu trong th trng my tnh cng sut cao. Cch thc cbn m Compaq tin hnhl s dng nhm lin chc nng v qu trnh song song mt phn pht trin sn phm. Nhmbao gm cc k s (R&D) cc nh marketing, sn xut v ti chnh. Mi chc nng lm vic

song song hn l theo trnh t. Trong khi cc k sang thit k sn phm, ngi sn xutcng ang thit t nh xng my mc, ngi lm marketing ang lm vic vi knh phnphi v hoch nh chin dch marketing, v ngi lm chc nng ti chnh ang lm vic ti trcho d n.

4.3.3. Tm tt: t c sci tin vt triVai tr ch yu ca cc chc nng trong vic t c s ci tin vt tri c tm tt trongBng 4-4. Hai im chnh cn c c bit lu . Thnht, ngi qun tr cp cao phi chutrch nhim chnh trong vic bao qut ton b qu trnh pht trin. iu ny i hi c vicqun tr pht trin v vic thc y s kt h p gia cc chc nng. Th hai, trong khi R&Dng vai tr trung tm ca qu trnh ci tin, tnh hiu lc ca R&D trong pht trin cc sn

phm v qu trnh mi ph thuc vo kh nng ca n trong vic kt hp vi chc nng snxut v marketing.

Bng 4-4: VAI TR CA CC CHC NNG TRONG VIC T CI TIN VT TRICc chc nng to gi tr Vai tr chnhCsh tng (Lnh o) Qun tr ton b qu trnh (V d qun tr hot ng pht

trin)Thc y hip tc lin chc nng

Sn xut Hp tc vi R&D trong vic thit k sn phm d ch toLm vic vi R&D pht trin cc ci tin qu trnh

Marketing Cung c p cc thng tin th trng cho R&D. Lamg vicvi R&D pht trin sn phm mi

Qun tr vt liu Khng c trch nhim chnhR&D Pht trin cc qu trnh v sn phm mi

Hip tc vi chc nng khc c bit l marketing v chto trong qu trnh pht trin

Ngun nhn lc Thu cc nh khoa hc v k s gii

4.4.TC SPNG KHCH HNG VT TRIp ng khch hng vt tri ngha l phi cho khch hng nhng g m h mun, ng lc hmun vi iu kin l kh nng sinh li lu di ca cng ty khng b tn thng khi thc hiniu . Cng ty cng p ng c nhu cu khch hng n cng c th lm chc s trung


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thnh nhn hiu. Sau , s trung thnh nhn hiu su sc c th cho php cng ty i hi mcgi tng thm cho sn phm hoc cho php cng ty bn c nhiu hng ho v dch v hncho khch hng. D sao, mt cng ty p ng nhu cu khch hng n s c mt li th cnhtranh.

t c sp khch hng vt tri chnh l cho khch hng mt gi tr v tin bc, tngbc ci thin hiu qu qu trnh sn xut ca cng ty v cht lng ca cc u ra nn gncht vi mc ch ny. Hn na, vic cho khch hng nhng g h mun c th cn phi phttrin cc sn phm mi vi cc c tnh mi. Ni mt cch khc, t c hiu qu, cht lngv s ci tin vt tri l tt c cc b phn t c sp ng khch hng vt tri. Chai iu tin quyt khc t c mc ch ny. Thnht, l tp trung vo cc khch hngca cng ty v nhu cu ca h. Thhai, tm cch tho mn nhu cu ca h tt hn.

4.4.1. Tp trung vo khch hngMt cng ty khng thp ng nhu cu ca khch hng tr khi n bit r nhng g m h cn.

Do , bc u tin ca vic to ra sp ng khch hng vt tri l ng vin toncng ty tp trung vo khch hng. Bin php t mc tiu ny l biu th bng s lnh o,nh hng thi ca nhn vin v s dng cc ccha khch hng ti cng ty.

Lnh o. Tp trung vo khch hng phi btu cp cao ca tchc. S cam kt p ngkhch hng vt tri em n nhng s thay i xuyn sut ton b cng ty iu m ch c thlm c thng qua s lnh o mnh m. Mt bn bo co smnh trong t khch hngln hngu l cch gi mt thngip r rng ti nhn vin vs tp trung mong mun.Mt con ng khc l bng chnh hnh ng ca lnh o c p cao. V d, Tom Monaghan,ngi sng lp ra Dominos Pizza gn gi vi khch hng bng cch hng tun n thm nhiuca hng nht c thc, t mnh thc hin mt ln giao hng, v thng xuyn n Pizza cuat

Domino.

Thi ca nhn vin. t c s tp trung vo khch hng mt cch vt tri yu cuton b nhn vin phi xem khch hng nh tiu im cho cc hotng ca h. Ch c slnh o khng th cha t n mc tiu ny. Ton b nhn vin phi c hun luyn tp trung vo khch hng, bt k chc nng ca h l marketing, sn xut, R&D hay kton. Mc tiu nn c t ra l lm cho nhn vin suy nghbng chnh suy nghca khchhng v tt h vo a v ca khch hng. Vi cch , nhn vin mi c th nhn ra ccthc tt hn ci thin cht lng kinh nghim ca khch hng vi cng ty.

cng c cho nhng iu , h thng khuyn khch ca cng ty nn thng cho nhn vin v

stho mn cho khch hng. V d, qun tr cp cao ca h thng khch sn Four Seasons lunhnh din v s tp trung vo khch hng ca h, khi ni n cu chuyn v Roy Dyment, mtngi gc ca Toronto, sao lng qun khng mang chic cp ca khch ra xe taxi cho ngta. Ngi gc ca gi in cho ng khch, l mt lut sWashington D.C. v bit rngng ang cc k cn chic cp cho bui hp bui sng. Dyment ln my bay i Washingtona li chic cp- khng cn phi c sng ca ng ch mnh. Chng nhng khng phtDyment v mi lm mc phi v v vic khng hi kin qun tr trc khi i Washingtonm Four Seasons cn p li bng cch ghi tn ca Dyment vo danh sch nhng ngi nhn


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vin ca nm.1Hnh ng ny a mt thng ip mnh m ti cc nhn vin ca Four Seasonv tm quan trong ca tho mn khch hng.

a khch hng n vi cng ty. Hiu bit v khch hng l mt cch tc spng khch hng vt tri. Hiu bit v khch hng khng ch yu cu nhn vin suy nghnhchnh khch hng m cn yu cu h phi lng nghe nhiu nht nhng g m khch hng ni va hn vi cng ty. Vic a khch hngn vi cng ty khng phi mang tnh vt l m ltrong snh gi ca khch hng bng vic thu thp cc phn hi tkhch hng vhng hov dch v ca cng ty v xy dng h thng thng tin truyn cc phn hi ny n ngi clin quan.

V d, trng hp ngi bn l qun o qua tht hng Lands End. Thng qua danh mc can v nhng ngi nhn in thoi dch v khch hng, Lands End thu thp nhng kin tkhch hng v cht lng qun o v loi hng m h mun Lands End cung cp. Qu thc, sthc gic ca khch hng nhc nhcng ty dch chuyn n phn on qun o. Lands End

thng cung cp thit b cho thuyn bum thng qua cc danh mc tht hng. Tuy vy, cngty li nhn c rt nhiu yu cu ca khch hng v qun o d ngoi trong khi p ng ccn hng bng vic mrng danh mc tho mn nhu cu. Lp tc qun o trthnh ngnh kinhdoanh chnh v Lands End gim dn cc thit b thuyn bum. Hin nay, cng ty vn ch nhiu n cc yu cu ca khch hng. Mi thng mt bn d liu t my tnh v cc yu cuv bnh lun ca khch hng c gi v cho cc nh qun tr. Cc phn hi ny gip cng tyiu chnh cc hng ho bn ra ca n. Thc vy, cc mt hng mi mua vo bn ra p ngvi yu cu khch hng.2

4.4.2. Tho mn nhu cu khch hngMt khi t c vic tp trung vo khch hng, nhim v tip theo l tho mn cc nhu cu

khch hng xc nh c. Nh ch ra, hiu qu, cht lng, ci tin tt thy quyt nh tho mn cc nhu cu ny. Ngoi ra, cc cng ty cung cp mc tho mn cao hn khi h ccbit ho sn phm nhiu nht c thc theo cc yu cu ca khch hng c bit v khi hrt ngn thi gian p ng cc nhu cu khch hng.

Phc v theo yu cu khch hng l bin i cc c tnh ca hng ho v dch vp ngcc yu cu c o ca cc nhm khch hng hay trong nhng trng hp cc oan, chiu nh phc v theo yu cu tng khch hng. Ngi ta thng ngh rng phc v theo yucu khch hng pht sinh chi ph. Tuy nhin, nh ch ra phn u chng ny, cc cngngh sn xut linh hot lm cho n c th sn xut cng nhiu loi sn phm hn trc mkhng lm tng chi ph. Cc cng ty c th c bit ho cc sn phm ca h nhiu hn htng lm cch y 15 nm. c bit khi cc cng ngh sn xut linh hot lin kt vi h thngthng tin da trn cng ngh Web. V d, ngi bn l nh Amazon.com s dng cc cngngh trn csWeb pht trin mt trang ch cho cc ca hng ca h phc v nhu cu cami c nhn. Khi cc khch hng truy cp vo Amazon.com, h c mt danh mc gii thiu cccun sch hay nhc cho vic mua bn da trn mt phn tch nhng g m h mua trc .

1 P.Sellers, "Getting Customers to Love You", Fortune, 13/3/1989, pp 38-422 Caminiti, "A mail Oder Romance"


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Khuynh hng phc v theo yu cu khch hng to ra s phn ho nhiu th trng, cbit l th trng khch hng thnh nhng khe h nh hn. V du nhng nm 1980, khiHonda ln t th trng xe my Nht bn vn rt phn mnh. Ngi gi v tr th hai,Yamaha quyt nh theo sau ngi dn u Honda. Nm 1981, n thng bo mmt nh

my mi, c tha Yamaha tr thnh ngi ch to xe my ln nht th gii nu hot nght cng sut. Honda p tr bng vic mrng mt hng sn phm ca mnh v y nhanh tc gii thiu sn phm mi. Ti bc khi u ca cuc chin v xe my c th coi nh vy-Honda c 60 loi xe my trong mt hng sn phm ca n. Tm thng sau, Honda tng nhanhs mt hng ca mnh ln n 113 mu, c bit ho cc sn phm n cc k hth trng nh.Honda c kh nng t c iu ny m khng phi chu chi ph ng k, bi v n l mt nhch to linh hot. S trn ngp ca cc mu Honda theo yu cu khch hng y Yamahakhi nhiu th trng, ngn chn ng k cuc tn cng ca n vo Honda.1

Thi gian p ng. Cung cp cho khch hng nhng g h cn khi h mun, yu cu tc png nhu cu ca khch hng. ginh c li th cnh tranh cng ty phi thng xuyn p

ng cc yu cu khch hng tht nhanh, d cho giao dch l vic giao hng ca mt hng chto gia dng, vic x l mt yu cu vay nngn hng, cc ph tng thay th cho mt xe t h hng, hoc ch thanh ton trong mt siu th. Chng ta ang sng trong mt x hichuyn ng nhanh chng, ni m thi gian l mt hng ho c gi tr. Cc cng ty tho mnnhu cu khch hng nhanh chng s to lp c s trung thnh nhn hiu v t mt gi caohn v cc sn phm v dch v.

Tng tc cho php cng ty i hi mc gi cao hn. Khe hca ngnh a th nhanh bngmy bay da trn quan im cho rng khch hng sn lng thanh ton cao hn mt cch ngk cho cc th nhanh qua m, so vi th thng. Mt v d khc v s p ng nhanh ltrng hp ca Caterpillar, nh ch to my di chuyn hng nng di chuyn trn mt t c thgiao cc ph tng thay thn bt kim no trn tri t ch trong vng 24 gi. Bi v s cdng my vi cc thit b xy dng hng nng s rt tn km, kh nng ca Caterpillarp ngnhanh vi nhng h hng my mc thit b l mt iu quan trng ct yu i vi khch hngca cng ty. Kt qu l, nhiu khch hng duy tr s trung thnh vi Caterpillar bt chp scnh tranh mnh lin ca Komasu ca Nht bn.

Ni chung, gim thi gian p ng cn phi lm sao cho (1) chc nng marketing truynthng nhanh chng cc yu cu ca khch hng ti sn xut, (2) cc chc nng sn xut vqun tr vt liu c thiu chnh nhanh chng k hoch tin sn xut trong vic p ngcc nhu cu cha d kin ca khch hng, v (3) h thng thng tin c th gip chc nng sn

xut v marketing trong qu trnh ny.4.4.3. Tm tt: t c sp ng khch hng vt tri

Bng 5.5 tm lc cc bc, cc chc nng khc nhau cn phi thc hin nu cng ty mun tc sp ng khch hng vt tri. Mc d, marketing ng vai tr quyt nh gip mtcng ty t c mc tiu ny, ch yu l do n tip xc trc tip vi khch hng, Bng 4-5 chra rng cc chc nng khc cng c vai tr quan trng thc hin mc tiu . Hn na,



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ging nht c s vt tri v hiu qu, cht lng v ci tin, vic t c sp ngkhch hng vt tri yu cu cc qun tr cp cao phi lnh o sao cho c th to lp mt snh hng khch hng trong cng ty.

Bng 4-5: VAI TR CA CC CHC NNG TRONG VIC P NG KHCH HNG VTTRICc chc nng to gi tr Vai tr ch yuCsh tng (lnh o) 1- Thng qua lnh o bng nu gng, to ra mt s cam

kt vp ng khch hng trn ton cng tySn xut t c s cc bit ho bng h thng sn xut linh hot.

t c sp ng nhanh thng qua ch to linh hot

Marketing Hiu bit khch hngTruyn t cc phn hi ca khch hng vi cc chc nngthch hp

Qun tr vt liu Pht trin h thng hu cn c kh nng p ng nhanh chocc nhu cu khng d kin trc

R&D a khch hng vo qu trnh pht trin sn phmH thng Thng tin S dng cong ngh Web tng sp ng khch hng

Ngun nhn lc Pht trin cc chng trnh hun luyn nhn vin nghnh khch hng

TM TT CHNG V CU HI N TP

Trong chng ny, chng ta tho lun v vai tr ca cc chin lc chc nng trong vic tc hiu qu, cht lng, s ci tin v p ng khch hng. N xem xt mt cch chi tit ccbc khc nhau dn n mc tiu ny, gm cc im chnh sau:

Mt cng ty c th tng hiu qu thng qua vic khai thc tnh kinh t ca qui m v hiu nghc tp, p dng cc cng ngh ch to linh hot, p dng h thng ng thi hn, a chc

nng R&D thit k sn phm d ch to, nng cp k nng ca nhn vin thng qua hun luyn,nhm t qun, v gn vic tr lng bng vi kt qu, to ra s cam kt n hiu qu trn toncng ty thng qua s lnh o mnh m, v thit k cu trc thc y hip tc gia cc chcnng theo ui mc tiu hiu qu.

Cht lng vt tri c th gip cho cng ty k c chi ph thp ln s khc bit sn phm can v yu cu mc gi cao hn.

t c cht lng vt tri yu cu ton cng ty phi cam kt vi cht lng v tp trungmt cch r rng vo khch hng. N cng yu cu c cc thc o o lng mc tiu chtlng v khuyn khch nhn mnh vo cht lng; d liu t nhn vin v cch thc ci thin

cht lng; phng php lun theo v s theo di khuyt tt n tt gc v sa cha cc vn to ra khuyt tt; hip tc vi ngi cung cp duy tr vic p dng TQM; cc sn phm cthit k d ch to; hip tc cht ch gia cc chc nng.

T l tht bi ca vic gii thiu cc sn phm mi rt cao do cc nhn t nh s khng chcchn, thng mi ho km, chin lc nh v km, s thin cn k thut, v s chm chp asn phm ra th trng.

t c s vt tri v ci tin, cng ty phi to ra cc k nng nghin cu cbn v ngdng; thit k h p l qu trnh qun tr pht trin; v t c s kt h p cht ch cc chc


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nng khc nhau ca cng ty, ch yu thng qua vic p dng cc nhm pht trin sn phm linchc nng v qu trnh pht trin song song mt phn.

t c sp ng khch hng vt tri thng yu cu cng ty t c hiu qu, chtlng, s ci tin.

p ng khch hng vt tri c tht c nu mt cng ty cung cp cho khch hng ci mh mun ng lc cn thit. N phi m bo mt s tp trung cao vo khch hng, iu mc th t c thng qua s lnh o v hun luyn nhn vin ngh nh khch hng; akhch hng n cng ty bng cch nghin cu th trng vt tri; c bit ho sn phm vicc nhu cu c o ca cc khch hng hay nhm khch hng c bit; p ng nhanh nhu cukhch hng.

CU HI N TP

1- Bn khi cbn to lp li th cnh tranh lin quan vi nhau nh th no?2- Nu cch khai thc tnh kinh t v qui m, hiu ng hc tp trong vic to dng li th cnhtranh?3- Trnh by l gic ca sn xut linh hot theo yu cu khch hng vi khi lng ln?4- Trnh by kh nng to dng li th hiu qu t cc hot ng marketing5- Nu kh nng tc ng ca qun tr vt liu n hiu qu6- Vai tr ca qun tr cp cao trong vic gip cho cng ty t c s vt tri v hiu qu,

cht lng, ci tin, v p ng khch hng?

7- Trong di hn, vic p dng TQM cho cng ty mt li th cnh tranh hay n ch yu cu tc s bnh ng vi cc i th cnh tranh?

8- Trn ngha no m ci tin c gi l khi n nht quan trong nht to lp li thcnh tranh


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TI LIU THAM KHO

1- Alex Miller (1998). Strategic Management 3rd Ed. Irwin/McGraw-Hill2- Charles W.L. Hill, Gareth R.Jones (2002) Strategic Management : An intergrated Aproach,

5th Ed. Houghton Mifflin.3- Chistopher G. Worley, David E.Hitchin, Walter L.Ross (1996), Integrated Strategic Change:

How OD Builds Competitive Advantage, Addion-Wesley Publishing Company.

4- Douglas C.Montgomery (1997), Introduction to Statistical Quality Control, 3 rd Ed. JohnWiley& Son

5- Irene Chow, Neil Holbert, Lane Kelley, Julie Yu (1997), Business Strategy: An Asia-PacificFocus, Prentice Hall

6- Henry Mintzberg, James Brian Quinn, John Voyer (1995), The Strategy Process, CollegiateEd.Prentice Hall.

7- Michiel R.Leeder, Harold E. Feason (1997), Purchasing & Supply Management, 11th Ed.Irwwin/McGraw-Hill

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