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Chng 3Phn tch tnh kh thiBruce R. BarringerR. Duane Ireland2010 Pearson EducationGii thch phn tch tnh kh thi l g v ti sao n quan trng.Tho lun v thi gian thch hp hon thnh phn tch tnh kh thi khi pht trin 1 doanh nghip.M t mc ch ca vic phn tch tch kh thi ca mt sn phm/dch v v 2 vn trng yu m vic ngh kinh doanh nn xem xt trong lnh vc ny.Hy gii thch v tng v nhng yu t ca tng M t v mc ch ca vic kho st khuynh hng tiu dng v thc hin n nh th no

Mc tiu2010 Pearson EducationGii thch tm quan trng ca th vin, internet v cuc nghin cu d thm.M t mc ch ca vic phn tch tnh kh thi ca thi trng v 2 vn trng yu cn xem xt trong lnh vc ny.M t nhng c trng ca nn cng nghip pht trin.M t mc ch ca vic phn tch tnh kh thi c t chc v lit k 2 yu t trng yu xem xt trong lnh vc ny.

3-3Mc tiu2010 Pearson EducationHy gii thch tm quan trng ca vic phn tch tnh kh thi ti chnh v lit k nhng vn quan trng nht xem xt trong lnh vc ny.

3-4Mc tiu2010 Pearson Education3-5Phn tch tnh kh thi l g?Phn tch tnh kh thiPhn tch tnh kh thi l 1 qu trnh quyt nh xem tng kinh doanh c th thc hin c hay khng.N l nhng nh gi s b v tng kinh doanh, c thc hin v mc ch quyt nh xem tng kinh doanh c ng theo ui hay khng.

Phn tch tnh kh thi2010 Pearson EducationKhi no phn tch tnh kh thiThi gian phn tch tng kinh doanhThi gian thch hp phn tch tng kinh doanh l khi mi hnh thnh nhng suy ngh v nhng trin vng ca vic thc hin mt cng vic kinh doanh miSuy ngh l th nghim nhng tng trc khi nhng ngun lc c u t vo n.Nhng yu t cu thnh ca vic phn tch tch kh thi c thc hin mt cch hp lphn tch tch kh thi c thc hin mt cch hp l bao gm 4 yu t ring bit nh slide di y:

3-62010 Pearson EducationPhn tch tnh kh thiVai tr ca vic phn tch tnh kh thi trong vic pht trin tng kinh doanh.

xut d n kinh doanh Dnh thi gian v ngun lc cn thit i v pha trc vi tng kinh doanh da vo...Sn phm - Dch vNgnh cng nghip - Th trngT chcTi chnhNu c c 4 lnh vcTin hnh k hoch kinh doanhNu khng c 1 hoc nhiu lnh vcB qua hoc suy ngh li v tng 2010 Pearson EducationHnh thc phn tch tnh kh thiSn phm/ Dch vNgnh cng nghip/Mc tiu th trngT chcTi chnh2010 Pearson EducationBn phc tho cho vic phn tch tnh kh thi ton dinPhn 1: Tnh kh thi v sn phm dch va. Sn phm dch v mong munb. Sn phm dch v yu cuPhn 2: Tnh kh thi v ngnh cng nghip - mc tiu th trnga. Sc hp dn ca ngnh cng nghipb. S thu ht ca th trngPhn 3: Kh thi v t chca. Nng lc qun lb. Ngun lc di doPhn 4: Kh thi v ti chnha. Tng vn u t cn thitb. Hiu qu ti chnh ca nhng doanh nghip tng tc. Hp dn ti chnh vi nhng cng ty lin doanh.

2010 Pearson EducationPhn tch tnh kh thi ca sn phm v dch vMc ch- L mt nh gi s hp dn tng th ca sn phm hoc dch v c ngh. - Trc khi mt doanh nghip tim nng a mt sn phm hay dch v mi no vo pht trin, th cn chc chn rng sn phm hoc dch v l nhng g m khch hng ca h thc s cn.2010 Pearson EducationPhn tch tnh kh thi ca sn phm v dch v (tt)Thnh phnSn phm/Dch v mong munSn phm/Dch v yu cu2010 Pearson Education15-12Sn phm/Dch v mong mun Liu n c kh thi? N c hp l? C mt ci g m ngi tiu dng s cm thy hng th v n khng? N c tn dng li th ca xu th mi trng, gii quyt vn , hoc tn dng s chnh lch, khong trng trn th trng khng ? y c phi l thi im tt gii thiu sn phm hoc dch v ra th trng khng? C bt k sai lm no trong sn phm hoc thit k dch v hoc quan im khng?u tin, hy hi nhng cu hi sau y xc nh s hp dn ca sn phm hoc dch v.2010 Pearson Education3-13Sn phm / Dch v mong mun Th hai, tin hnh kim tra quan im- Quan im trnh by nn c pht trin .- Quan im trnh by l mt trang m t ca mt doanh nghip, c phn phi cho nhng ngi ang yu cu cung cp thng tin phn hi v tim nng ca tng kinh doanh.- Cc thng tin phn hi hy vng s cung cp cho cc doanh nghip Kh nng phn on v tnh kh thi hoc tng sn phm /dch v . xut tng lm th no c th c tng cng hoc " tinh chnh " trc khi tip tc. 2010 Pearson Education3-14Sn phm / Dch v mong munNew Venture Fitness Drinks Concept Statement

2010 Pearson Education3-15Sn phm/dch v yu cuSn phm/dch v yu cuC hai bc nh gi nhu cu sn phm/dch v. Bc 1 : Tin hnh kho st. Bc 2 : Da vo th vin, Internet v nghin cu theo di2010 Pearson Education3-16To S Kho St - C mt cng c c s dng nh gi s quan tm ca khch hng trong mt sn phm/dch v .- N bao gm mt khi nim hoc m t ca mt sn phm hoc mt cuc kho st ngn km theo nh gi s quan tm ca khch hng.- Dng trang web nh SurveyMonkey qun l s kho st mt cch d dng v hp l.Nhu cu sn phm / dch v2010 Pearson EducationNhu cu Sn Phm/Dch v.Bng 3.3 Kho st v nhu cu mua smCc bi kho st kin c nhn c hon thnh bi mt nhm ngi c phn b khc nhauNu nh chng ti lm ra n, th kh nng bn s mua sn phm hay dch v c m t trn l nh th no?___ Chc chn s mua.___ C th s mua.___ C th mua hoc khng.___ S khng mua.___ Chc chn s khng mua.Mt s cu hi ph cho cuc kho st:Bn sn lng chi tr bao nhiu cho mt sn phm hoc dch v?Bn mong rng sn phm hay dch v ny s c bn ni no?

3-172010 Pearson Education3-18

Nhu cu Sn Phm/Dch v.

Th vin, internet v nghin cu theo di. - Cch th 2 n nh cht lng sn phm hay dch v l tin hnh bng th vin, internet v nghin cu, theo di.

- Th vin ti liu tham kho thng c th ch cho bn hng ti nhng ngun ti nguyn c th gip bn trong vic nghin cu mt tng kinh doanh, nh l tp ch thng mi v kinh doanh thuc c hiu (y hc) hay bn tin doanh nghip.

- Vic tm kim thng qua internet thng xuyn mang li nhng thng tin quan trng v kh nng pht trin v ng vng ca mt tng v sn phm hay dch v.

2010 Pearson Education3-19Nhu cu Sn Phm/Dch v.Ngin cu theo diGii thch Mt ngi nghin cu theo di l mt thm t hay mt iu tra vin, l ngi tm kim cc thng tin ni bt trong khu vc hay cc manh mi t bt c ni no m h c th tm thy.

L mt iu tra vin. H hi mi ngi v suy ngh ca h xung quanh tng v sn phm hay dch v ca bn. Nu tng ca bn c bn cho cc tr chi mang tnh cht gio dc, hy dnh ra mt tun tnh nguyn ti trung tm chm sc tr em vo ban ngy v quan st bn tr chi a vi nhng mn chi y.

2010 Pearson Education3-20Nhu cu Sn Phm/Dch v.

Mt trong s nhng vic hiu qu nht m mt doanh nghip c th lm qun l mt cch trit sn phm/dch v l phn tch mt cch kh thi kt qu t c trn th trng v cc cuc tr chuyn v tim nng ca khch hng.

Kh nng ca doanh nghip ny chnh l qun l vic iu tra, kho st cc tng v sn phm mi.2010 Pearson Education3-21Phn tch tnh kh thi ca ngnh cng nghip/th trng mc tiuMc ch L mt hnh ng nh gi tt c mi yu cu ca mt doanh nghip v th trng mc ra cho doanh nghip . Mt ngnh l mt nhm cc cng ty sn xut mt sn phm tng t hocdch v no .Mc tiu th trng ca mt doanh nghip b gii hn bi cc k hoch lu di ca doanh nghip .2010 Pearson Education3-22Phn tch tnh kh thi ca th trng mc tiu/ngnh cng nghipCc thnh phnNgnh cng nghip hp dnTh trng mc tiu hp dn2010 Pearson Education3-23Ngnh cng nghip hp dnCc ngnh cng nghip c s hp dn khc nhau.Nhn chung, hu ht cc ngnh cng nghip hp dn c nhng c im c cp slide tip theo.c bit quan trng mc cc xu hng mi trng v kinh doanh ang dch chuyn theo hng c li hn l chng li ngnh cng nghip.

2010 Pearson Education3-24Ngnh cng nghip hp dnc im :TrChu k smPhn b ch khng phi tp trungang pht trin ch khng phi thu hpBn sn phm hoc dch v m khch hng phi c ch khng phi l mun c.Khng ng cLi nhun hot ng caoKhng ph thuc vo gi ca mt loi nguyn liu quan trngj duy tr li nhun

2010 Pearson Education3-25Th trng mc tiu hp dnThch thc trong vic xc nh th trng mc tiu hp dn l tm c mt th trng ln cho cc xut kinh doanh, trnh thu ht cc i th cnh tranh ln hn.nh gi s hp dn ca th trng mc tiu l kh khn hn so vi nh gi ton b ngnh cng nghip.Thng thng, s kho lo c vn dng tm thng tin nh gi s hp dn ca mt th trng mc tiu c th.2010 Pearson Education3-26T chc phn tch tnh kh thiMc chc thc hin xc nh liu mt xut kinh doanh c y chuyn mn qun l, nng lc t chc v ngun lc c khi u thnh cng mt doanh nghip.Tp trung vo cc ngun lc phi ti chnh.2010 Pearson Education3-27Phn tch tnh kh thi ca t chcCc thnh phnNng lc qun lNgun lc y 2010 Pearson Education3-28Nng lc qun lNng lc qun lMt cng ty nn thng thn nh gi nng lc ca mnh, hoc kh nng ca i ng qun l o bo vic qun l c tnh am m v chuyn mn cn thit.Hai trong s nhng yu t quan trng nht:Nim am m m mt doanh nghip c lp hoc mt nhm t sng lp c tng kinh doanh.Mc hiu th trng ca mt doanh nghip c lp hoc mt nhm, trong cng ty s tham gia. 2010 Pearson Education3-29Nng lc qun l

Du hiu ca nim am m l s ht mnh trong mt i mo him kinh doanh mi hon thnh ton din s phn tch tnh kh thi.2010 Pearson Education3-30Ngun lc y Ngun lc y Ch ny nhm nh gi xem mt doanh nghip c ngun lc bt u cc xut ca nh kinh doanh. kim tra xem ngun lc c y hay khng, mt cng ty nn lit k t 6 n 12 ngun phi ti chnh quan trng nht chuyn thnh cc tng kinh doanh thnh cng pha trc.Nu khng c ngun lc phi ti chnh th khng nn tin hnh tng kinh doanh.2010 Pearson Education3-31Ngun lc y V d v ngun lc phi ti chnh m quyt nh thnh lp thnh cng mt doanh nghip mi C sn vn phng, cng ty lm vic Kh nng h tr ca chnh quyn v nh nc cho doanh nghip. C sn ngun lc lao ng cht lng. Gn nh cung cp v khch hng. S nng n ca nhn vin cht lng cao tham gia vo cng ty. Kh nng thit lp vi quan h i tc. Chia s kin thc vi cc cng ty tng t. Kh nng bo v s hu tr tu.2010 Pearson Education3-32Phn tch tnh kh thi v ti chnhPhn tch tnh kh thi v ti chnhMc ch L thnh phn cui cng ca phn tch tnh kh thi. y cho vic nh gi ti chnh s b.

2010 Pearson Education3-33Phn tch tnh kh thi ti chnhPhn tch tnh kh thi cc thnh phn ti chnhTng s tin khi nghip cn thitHot ng ti chnhca cc doanh nghiptng tTng th ti chnhhp dn ca d kinlin doanh2010 Pearson Education3-34Tng s tin khi nghip cn thitTng s tin khi nghip cn thitTng s tin mt cn thit chun b kinh doanh thc hin bn hng u tin.Mt ngn sch thc t phi c chun b, lit k tt c lng mua, vn d kin v chi ph hot ng cn thit to ra 1$ u tin. Mt im ca hot ng ny l xc nh xem xut lin doanh l thc t cho tng s tin khi nghip cn thit.2010 Pearson Education3-35Hot ng ti chnh ca cc doanh nghip tng tc lng d kin hot ng ti chnh khi nghip bng cch so snh n tng t, cc doanh nghip c thnh lp.C mt s cch lm iu ny, tt c u lin quan n vic nghin cu thm d v o c.u tin, c nhiu bo co c sn, mt s min ph v mt s yu cu mt khon ph, cung cp chi tit ngnh cng nghip phn tch xu hng v bo co v hng ngn doanh nghip c nhn.Th hai, nghin cu quan st n gin c th l cn thit. V d, ch s hu New Venture Fitness Drinks c th c tnh doanh s bn hng ca h bng cch theo di s lng ngi bo tr nh hng tng t v c tnh s tin trung bnh mi khch hng chi tiu.2010 Pearson Education3-36Tng th ti chnh hp dn ca d kin lin doanhTng th ti chnh hp dn ca d kin kin u t.Mt s yu t ti chnh khc c lin quan n khi ng kinh doanh c trin vng. Trong giai on phn tch tnh kh thi, mc m mt c hi kinh doanh l tch cc lin quan n tng yu t c da trn c tnh hn l hiu sut thc t.Bng trn slide tip theo lit k cc yu t lin quan n s hp dn tng th v tnh kh thi ti chnh ca tng kinh doanh.2010 Pearson Education3-37Tng th ti chnh hp dn ca d kin lin doanhCc yu t ti chnh kt hp vi c hi kinh doanh c trin vng Tng trng n nh v nhanh chng doanh s bn hng trong thi gian 5-7 nm u tin trong mt th trng thch hp c xc nh r rng. T l phn trm cao ca doanh thu nh k c ngha l khi mt doanh ghip ginh mt khch hng, khch hng s cung cp nh k ngun doanh thu. Kh nng d bo thu nhp v chi ph vi mt mc hp l ca s chc chn. Qu ni b c to ra ti tr v duy tr tng trng. Tnh kha thi ca mt c hi nh u t chuyn i vn bng tin mt.2010 Pearson Education3-38First ScreenFirst ScreenTrong Ph lc 3.1, l mt khun mu hon thnh mt phn tch tnh kh thi.N c gi l "First Screen" bi v l mt cng c c th c s dng trong cc ng chuyn ban u ti xc nh tnh kh thi ca tng kinh doanh.Nu mt tng kinh doanh ct gim tp hp giai on ny, bc tip theo l hon thnh mt k hoch kinh doanh.2010 Pearson Education