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D n Phn Phi Video Game - Qun L D n CNTT 1

CASE STUDY 2: D N PHN PHI VIDEO GAME

YU CU:

Cng ty phn phi v tip th quc t nh m t trong Case 1 (Nghin cu th trng Video Game) quyt nh cung cp chng trnh thu video game hng thng da vo kt qu kho st v nghin cu th trng. Cng vic ny c quan tm bi nhng ngi yu thch video game cng nh nhng ngi am tng trong th trng cung cp sn phm v dch v chnh thng qua mng internet. Mc ch chnh ca case ny v nhng case khc c th hin y, tuy nhin bi tp ny s gip nhm thc tp mt s k nng qun tr d n m chng ta ang pht trin nh phn bi hc.

Phn 1: Khi ng Kch bn

D n phn phi Video Game lin quan vic pht trin ng dng Web v h tr cu trc cung cp cho khch hng thu mn Video Game hng thng. V d, mt khch hng phi tr ph hng thng v s c th t hng mt vi video game qua mng internet, nhn c video game di dng bu phm, gi tr nhng tr chi ny qua bu in di dng bu phm, v vn tip tc nhn thm video game. Mt s cng ty sn sng cung cp loi dch v thu mn phim. Nghin cu th trng v nhng t chc hp tc ngh cng ty chng ta tp trung vo tr chi lin quan n gio dc, th thao, v tr chi h tr nhiu h iu hnh lin quan n h thng tr chi ph bin, tr chi trn my tnh, v h thng ging dy c dng cho nhng trng mu gio v tiu hc. Chng ta cng cn ln k hoch phc v cho th trng quc t, cung cp thng tin v sn phm vi nhiu ngn ng khc nhau. H thng ny phi thn thin vi ngi dng, cung cp cho khch hng kh nng tm kim nhng video game c ch nh theo h iu hnh, theo tui v gii tnh ph hp, thng qua vic xem trc ca khch hng, theo th loi th thao (i vi tr chi lin quan n th thao), theo ngn ng, v v.v. Khch hng ng k thnh vin c php t hng video game, lu vt phn phi v hon tr video game, tr ph trc tuyn v qua cc phng thc thanh ton khc (bao gm th tn dng t ng hay thanh ton ngn hng, h thng thanh ton trong trng hc, v.v), cung cp kh nng xem trc tr chi. H thng c th lu vt nhng tham kho n nhng site t bn hng i tc v i l khch hng , hin th qung co, lu vt khun mu s dng ca khch hng.

Nhim v 1. Nghin cu nhng ng dng web tng t. Da trn m t kch bn v

nhng trang web tng t, v theo nhng kin ca bn, tm tt nhng g

D n Phn Phi Video Game - Qun L D n CNTT 2

bn tin l nhng chc nng chnh ca h thng ny c th cung cp. Ch trng nhng chc nng nh rng buc, ty chn, v tt c. Cng nh cung cp mt nh gi khi u kh kh nng cung cp cho mi chc nng. Vit kt qu t 1 n 2 trang, nhng trang tham kho quan trng.

2. Chun b ma trn trng s dng biu mu ph lc D c tnh nhng chc nng cung cp m chng ta nh ngha nhim v 1 trn. Pht trin t nht 4 rng buc, gn trng s cho mi rng buc, gn im v sau tnh im trng s cho mi chc nng. In bng biu v biu vi kt qu tnh trn. Vit 1 trang m t ma trn trng s v kt qu g c hin th.

3. Gi s rng bn c giao tham gia vo trong d n phn phi Video Game c m t nh trn. Bn l thnh phn ca nhm nh ngha nhng i hi k nng i vi ngi qun tr d n cho d n ny. Bn thc s thch c tr thnh ngi qun tr d n. Vit mt n hai trang m t ngi ny bao gm m t trch nhim, kinh nghim i hi, gio dc, v k nng mong i.

4. Chun b nghip v cho d n phn phi Video Game. Gi s d n ny ko di 12 thng hon thnh v chi ph khong $500,000, v chi ph mi thng hot ng khong $50,000 mi thng cho nm th 1, v $60,000 mi thng cho nm 2 v 3. Li nhun c tnh khong 1 triu $ nm u tin sau khi thc thi, v 2 triu $ cho hai nm theo sau. Dng biu mu nghip v cung cp ph lc D tnh NPV, ROI, v nm xy ra hon vn. Gi s 7% chit khu.

5. Chun b tuyn b d n (project charter) cho d n phn phi Video Game. Gi s d n ko di 12 thng hon thnh v chi ph khong $500,000. Dng biu mu tuyn b d n cung cp ph lc D.

Phn 2: Lp K hoch Kch bn

Xin chc mng bn c chn lm qun tr d n cho d n Video Game Delivery. Cng ty th trng VP, Lori l ngi ti tr d n. By gi bn cn tp hp nhm d n v trin khai cng vic d n mc khi qut r nt d n. Nh qun tr cao cp bo rng bn qun l nhm. Thm vo , bn s phi lm vic vi nhng cng ty khc trn d n ny. Thay v t pht trin tt c phn mm, bn s dng ng dng web c pht trin bi tp on ABC. D nhin bn cn phi iu chnh t n yu cu cho d n ny. Max l ngi lin lc chnh ca bn vi cng ty . Bn cng c Julie v mt s ngi cng s ca c y t h thng t vn h tr cho bn trong vic xc nh yu cu khch hng v pht trin nhng chng trnh c s phi hp i bn. c tnh khi u ngh rng khong mt na $500,000 ngn sch cho d n s dnh cho chi ph phn cng, gia cng phn

D n Phn Phi Video Game - Qun L D n CNTT 3

mm bn ngoi v dch v t vn. Bn s cn chuyn gia IT, hai chuyn gia th trng, v mt chuyn gia mua sm trong nhm ni b ca bn.

Nhim v 1. Vit mt n hai trang m t nhm mong i Dream team cho d n.

Loi ngi no bn mong mun cho nhm ca bn. Lp ra danh sch tn, kinh nghim nn tng (background), tnh cch c nhn trong nhm.

2. Da trn nhng thng tin nhim v 1 trn, c tnh s gi bn ngh bn cn nhng thnh vin ca nhm cho d n ko di mt nm. Nh rng bn ch c $250,000 cho thnh vin nhm ni b. Gi s rng, bn l ngi qun tr d n, lm vic khong $1000 gi cho d n ny v lng cng ty khong $80 mi gi. Chun b bng biu vi c tnh thnh vin ni b, v vit tm tt chnh. Nu bn ngh ngn sch l qu cao hay qu thp, cung cp t l ca bn.

3. Pht trin tha thun nhm d n ny dng thnh vin ca nhm c nh ngha bc 1 trn. Dng biu mu cung cp trong ph lc D nh hng dn.

4. Pht trin pht biu phm vi (scope statement) cho d n. Dng biu mu cung cp ph lc D v v d chng 3 nh hng dn. C th nh c th trong m t c trng sn phm, yu cu, v trung gian.

5. Pht trin bng cu trc cng vic (WBS) cho d n. Phn r cng vic n cp 2 hoc 3 cho ph hp. Dng biu mu nh trong ph lc D v v d chng 3 v 5 nh hng dn. In WBS di dng danh sch nh tp tin word. Bo m c s WBS ca bn nh trong tuyn b d n, pht biu phm vi, v thng tin lin quan khc.

6. Dng WBS bn pht trin trong nhim v 4 trn (nhp thnh phn WBS trong ct Task Name) to biu Gantt v s mng (network diagram) trong Project 2002 cho d n. c tnh thi gian hon tt ca mi nhim v v nhp rng buc ph hp, nhp vo mt vi im mc chnh (milestone). Bo m rng mc tiu ca lch biu l ko di 12 thng. In biu Gantt v s mng.

7. To ma trn xc xut/tc ng (probability/impact matrix) v danh sch ri ro chnh ca d n. Bao gm t nht 10 ri ro. Dng biu mu nh trong ph lc D v xem v d chng 3 v chng 11.

Phn 3: Thc Thi Kch bn

Bn v nhm d n gp mt vi th thch trong giai on thc hin d n phn phi Video Game. Bn thng tri qua khi d n bt u. Khi u bn ngh bn ch cn khi lng nh hon chnh phn mm pht trin ngoi, nhng gi ngi cung cp ni rng vic hon chnh s chi ph thm $100,000 vt qu

D n Phn Phi Video Game - Qun L D n CNTT 4

ngn sch ban u. Chuyn gia mua sm trong nhm, Ryan, khng thch nh cung cp ny v phn i nh cung cp cuc hp nhm. Nhng ngi khc kh hi lng vi ngi cung cp, v bn khng ngc nhin khi h nng gi c tnh chi ph hon chnh. Ryan ni cho ngi qun l cp trn (m khng ni cho bn), v ngh dng nh cung cp .

Nhim v 1. Bn cp ngay lp tc vn g lin quan n Ryan v nh cung cp? vit

mt hoc hai trang vi nhng ngh ca bn. 2. Chun b bo co tin hng thng (xem ph lc D) v trnh by t 5 n

10 slide rng bn dng nh phn trnh by tin hng thng n ngi qun l cp trn. m bo rng cp nhng vn chnh v khng che du thng tin quan trng i vi ngi qun l cp trn

3. Chun b bo co im mc (milestone) cho d n da vo thng tin ca biu Gantt. Gi s bn qua bn thng ca d n. Thm nhng mc chnh, nu cn, lm cho bo co c ngha hn. Dng biu mu bo co mc chnh trong ph lc D v v d trong chng 3.

Phn 4: Kim sot Kch bn

Sau khi xem qua tin hng thng cuc hp bn thng ca d n, qun tr cp trn chp nhn thm $100,000 cho ngn sch hon chnh phn mm. Bn thay th Ryan, chuyn gia mua sm trong nhm bng Mary, chuyn gia mua sm khc trong cng cng ty. Cp trn yu cu bn hoch nh li k hoch m bo rng bn c phn hon chnh phn mm cn thit v khng ko theo mt ngn sch mi.

Nhim v 1. Vit mt n hai trang m t chin lc chnh ngn bt k vt phm vi

v gia tng chi ph i vi phn hon chnh phn mm. 2. Cp nht nhim v bn chun b giai on khi ng nhim v 4.

Tng chi ph u t $100,000. Gi s rng bn c tnh li chi ph pht sinh cho hot ng s l 50% hn d n trc y. Tnh NPV, ROI v c tnh thi im hon vn? Thm vo bng biu, vit mt on tm tt con s mi pht sinh. Bn nn thuyt phc d n da trn ti chnh mi d n? Ti sao v ti sao khng?

3. Nh l ngi qun tr d n, bn cm nhn ni vi Ryan v biu hin ca anh ta v ti sao anh ta b thay th. Bn cng mun c cuc ni chuyn tt p vi Mary, ngi thay th. Cn thn t bn vo trong tnh hung ca h v t chc cuc hp rt kinh nghim i vi nhng ngi lin quan.

Phn 5: Kt thc

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Kch bn Bn ngh bn lm cng vic qun l tt d n phn phi Video Game. Bi

trnh by d n cui cng ca bn i vi qun tr cao cp vo tun ti. Bn t n mc tiu ca lch biu, v chi ph cui cho ton b h thng khong $120,000 vt ngn sch khi u ($20,000 nhiu hn ngn sch lm li). Bn khng a vo tt c chc nng nh k hoch ban u. Bn quyt nh h thng khi u ch cung cp thng tin bng ting Anh, v gii hn kh nng thu thp v phn tch mu mua bn ca khch hng. Lori, cng ty th trng VP, ng tr hon d n cho phin bn sau thm nhiu chc nng hn, mc d c y khng vui vi nhu cu lm nh vy. Lori gp bn v bn bc tin trnh nh ngi qun tr d n. C ta cm nhn rng bn hon tt tt cng vic. C ta ni rng nhng bo co d n ca bn v cuc hp tin tp trung qu nhiu vo thng tin k thut v cha y trn th trng v nhng vn nghip v khc. Bn hc tp rt nhiu t d n ny, c bit thng lng vi ngi qun l cp trn v nh cung cp.

Nhim v 1. Chun b bi trnh by ngn tm tt kt qu ca d n vi 10-15 slide m

c th trnh by trong 15-20 pht i vi qun l cp trn. Bao gm slide m t mi cng on ca d n, t khi u n kt thc. nh du nhng thay i d n v lm th no chng c qun l. Bo m rng nhn mnh n gi tr ti chnh ca d n ny cho cng ty.

2. Chun b bo co bi hc kinh nghim nhng g m c nhn bn hc c t d n ny. Dng biu mu cung cp ph lc D, v sng to theo nhng phn ng ca ring bn. m bo cp n nhng g bn c th ci thin k nng qun l d n trong tng lai.

3. Chun b bo co tng kt d n, dng thng tin cung cp trong biu mu ti liu tng kt d n ph lc D.

D n Phn Phi Video Game - Qun L D n CNTT 6

1. KHI NG Ngy nay i sng con ngi ngy mt nng cao, cc nhu cu vui chi, gii

tr ngy cng pht trin c v mt s lng v cht lng. Video game mt loi hnh gii tr mang nhiu tnh