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1.1 nh ngha qun tr: +Rober Kreitner: QT l tin trnh lm vic vi v thng qua ngi khc t cc mc tiu ca t chc trong mt mi trng thay i. Trng tm ca tin trnh qun tr l vic s dng c hiu qu nhng ngun ti nguyn c hn ca t chc.

1.2 Chc nng ca qun tr: Hoch nh: l qu trnh xc nh cc mc tiu v cc gii php thc hin mc tiu. T chc: l qu trnh xc lp c cu t chc, xc lp cc mi quan h chiu ngang v cc mi quan h chiu dc v phn cng quyn hn trch nhim cho mi v tr qun tr. iu khin: l qu trnh lnh o to ng lc cho cp di thc hin cc mc tiu ca t chc Kim sot: l qu trnh kim tra, gim st vic thc hin k hoch

1.3 Cng ty thnh cng nh cng tc qun tr tt:Cng ty thnh cng nh cng tc qun tr tt l Apple. 1. B mt thnh cng ca "tri to" Apple T mt cng ty khng c my tn tui cch y 28 nm, gi y Apple tr thnh mt thng hiu ni ting c c thy gii cng ngh bit n v v cng ngng m bi chin lc kinh doanh ti tnh, s ph cch trong thit k, v lun mang n nhng sn phm lm hi lng ngi tiu dng. Nm 2008, Apple c tp ch Fortune tn vinh l cng ty c ngng m nht ti M vi doanh thu hng nm t trn 32 t USD. Cc sn phm bom tn ca Apple nh Mac, iPod, iPhone c c th gii cng ngh tn vinh v thn phc v ti thit k. Vy u l yu t dn ti s thnh cng ca Apple ngy nay? S ln mnh ca Qu to phn ln l nh vo linh hn ca hng ny Steve Jobs, mt trong s nhng CEO ti tnh nht hin nay. i su vo tm hiu Apple, chng ta s rt ra nhng bi hc hu ch cho cc doanh nghip mun vn ln trn thng trng hin nay. Hiu c cch thc suy ngh ca Apple khi thit k sn phm s gip chng ta thy c nh hng v hnh hi cc sn phm m hng ny s tung ra trong thi gian ti y. Tm nhn chin lc Trong gn 30 nm qua k t khi thnh lp cng ty cho ti nay, Apple tri qua 5 i CEO, bt u l Steve Jobs v kt thc cng l Steve Jobs k t khi ng quay li nm quyn vo nm 1997. Mi thi CEO u c suy tnh, tm nhn v mc tiu khc nhau nhng tu chung u mun a Apple tr thnh mt ch hng mnh trong ngnh cng ngh. Nh ni, mi thi tm nhn ca Apple li khc nhau, ty thuc vo tng v CEO. Tuy nhin, k t s tr v ca Steve Jobs, Apple lun pht trin bn vng vi cc mc tiu r rng, rnh mch, v nu nghin cu su v Apple th bn hon ton c th nm bt v d bo trc c xu hng ny. Trong phn bi vit ny s cp ti cc nguyn tc c bn, hng tip cn ca Google trong lnh vc k2. thut s, hay ni cch khc chnh l tm nhn ca Google v th gii xung quanh. Trong ngy u tin Steve Jobs quay tr li Apple vi cng v CEO, ng tng ni rng hng cn phi thay i cch thc p ng nhu cu ca khch hng trng im, ng thi phi ch trng ti c cc thit k cng nghip. Hai nm sau, Jobs gii thiu mu my tnh iMac ni nh ni m, v thit k cng nghip ca chic PC ny vn c xem l chun thit k cc sn phm tng t ca Apple ngy nay. S thay i v tm nhn ca Apple cn c phn nh qua cc logo ca hng ny. Tnh cho ti nay, Apple thay i logo n 5 ln v mi ln u ly cm ng t nhng sn phm thit k trng tm. Logo u tin ca Apple m phng qu to trong cu chuyn ca Isaac Newton. Logo th hai l hnh qu to cn d mu cu vng, c s dng t nm 1976 2002. Logo th ba vn l hnh qu to cn d mu en c s dng t cui nm 1970 cho ti nay (vi cc phin bn mu sc khc nhau). Logo th t c thit k cch iu hn, s dng t nm 2001 ti 2007. V logo cui cng c thit k bng by hn, c s dng t nm 2007 ti nay. Trung tm cuc sng s Pht biu ti Hi ngh Mac World thng ging nm 2001, Jobs khng nh rng ng mun Mac tr thnh trung tm ca cuc sng s. Quan im ny cng phn nh chin lc ca Apple ngy nay v trong c tng lai sp ti.3. Jobs v cng ty c mt v tr rt quan trng trn th trng, kim sot gn nh tt c phn cng, phn mm v dch v sinh thi. Phn cng my tnh l trng tm trong chin lc ca Apple, tuy nhin gi y cc dch v ca Apple c th truy xut trn PC (ch khng ring g my Mac) nn khi nim cuc s sng s m rng ra khi phm vi my Mac. Vn cn li gi y ch cn thit k cng nghip ci tin v tri nghim d s dng ca my Mac trong trung tm cuc sng s. Vy nhng yu t ny s c p dng nh th no trong cc sn phm ca Apple? Hy th tng tng Mac l trung tm ca gia nh s, v c thit k kt ni vi TV, smartphone, my nghe nhc MP3, my nh s, my quay s, v bt c sn phm s no khc. Khi Jobs a ra tm nhn ny, ng khng cp nhiu ti yu t th trng m ch t ra cc nn tng pht trin sn phm, v thc t nhng sn phm ca ng u mang tnh chin thut v c phng php tip cn hon ho. iPhoto v iMovie c coi nh 2 ng dng quan trng u tin trong chin lc cuc sng s ca Apple. Cui nm 2001, phn mm ca Apple c hon thin thm mt bc qun l cuc sng s ca ngi dng, chng hn nh cc cng c qun l nh, xy dng phim, mua sm v qun l nhc, thm ch l c phn mm pht nhc. Thnh cng ni tip thnh cng n nm 2007, Apple li tip tc gy ting vang ln khi ln u tin nhy vo lnh vc in thoi di ng m thnh cng vi mu iPhone bom tn. Mt ln na kch bn thnh cng ca Apple li lp li, v chic iPhone cng ch l mt thit b khc nng cao tri nghim Mac trong h thng sinh thi s ca Apple. Nu Mac l trung tm th iPhone (cng nh iPod) l cc v tinh lch lm c thit k tng tc ng b vi h thng Mac, v gip li ko ngi dng n vi th gii Apple. MacBook Air cng l mt cu chuyn thnh cng khc ca Apple. Chic laptop siu mng siu nh ny ang c coi l chun thit k cho cc hng sn xut laptop noi theo. Mc d ti c nhiu chic laptop dp khun theo kiu MacBook4. Air nhng sn phm ny vn c coi l ngun ci ca cm hng thit k ly yu t siu di ng lm trng tm. im ng ch tip theo chnh l n lc nng cao tri nghim s dng my Mac ca ngi dng. lm c iu ny, Apple to ra nhiu dch v chy trn nhiu nn tng in ton khc nhau. trung tm ca nn tng ny l iTunes, gip cung cp ni dung s cho iPhone v iPod. Vi iTunes, Apple c th to ra cc sn phm v tinh mi kt ni vi dch v ny. Trong s quan trng nht c l l MobileMe, mt dng dch v m my c kh nng sao lu v chia s ni dung trn cng nn tng. Apple mun tr thnh nh cung cp chnh cc dch v cc thnh vin v gia nh truy cp vo ni dung s ca h trn my Mac, PC hoc t m my. L hng u tin tung ra dng ca hng ng dng trc tuyn App Store nn Apple thu c rt nhiu kinh nghim, v quan trng hn l hng ny kinh doanh rt thnh cng. D kin ti cui nm nay, Apple s thu c 1 t USD hoc hn t tin bn phn mm trn kho ng dng trc tuyn App Store. Nm 2008, Apple thu c 203 triu USD t App Store; v ch ring 30 ngy u tin ra mt 30 triu USD vo kho dch v ny. Tuy gc gc l mt cng ty phn cng nhng lnh vc n nn lm ra nht hin nay ca Apple li l phn mm v dch v. Vi mc tiu bin Mac tr thnh trung tm ca chin lc tng th, Apple to ra v thit k cc sn phm v dch v m rng tri nghim ti ngi dng mi v dch v mi.