chương 5 : chiến lược trong hoạt động kinh doanh

Chng 5 : Chin lc trong hot ng kinh doanh GVHD: GS.TS. ON TH HNG VN

Cc thnh vin nhmNguyn Xun Phong Nguyn Trn Thu HinTrng Th Phng MaiNguyn Th Kiu PhngTrang Ngc Thy Dung

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M hnh qun tr chin lc ton dinPhn tch mi trng bn ngoi Xc nh tm nhn, s mng, mc tiu chin lcPhn tch mi trng bn trong Thit lp mc tiu di hn

nh gi v la chn cc chin lc

Thc hin cc chin lcThc hin cc chin lc chc nng

o lng nh gi vic thc hin chin lc

Hoch nh chin lcThc hin chin lcnh gi Chin lcChin lc kinh doanh ton cu

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NI DUNG THUYT TRNH3

1Cc loi hnh chin lc ca Fred R. David

2

35 chin lc thng dng ca Michael PorterCc phng tin t c chin lc

Mc tiu di hnTng trng doanh sTng th phnMc hi nhp dcThu nhp trn mi c phnTrch nhim x hi1. Cc mc tiu di hnTm quan trng ca vic xc nh mc tiu di hn: Xc nh hng i cho t chc: nhm n thnh cng v trnh b tri dt

o lng hiu qu hot ng qun tr ca cc c nhn, cc nhm, cc b phn, n v v ton th t chc

Mc tiu di hn: Kt qu mong i t vic theo ui nhng chin lc nht nh hon thnh cc mc tiu di hn.Mc tiu thng c cng b di dng cc tiu chKhung thi gian cho mc tiu v chin lc cn thng nht, thng 2-5 nm

Mang tnh nh lngC th o lng cMang tnh thc tD dng hiu cMang tnh thch thcMang tnh h thngC th t ti cMang tnh hi ha gia cc b phn, n v trong mt t chca. Cc c tnh c mong i ca cc mc tiu

May require more than one slide7

Cung cp nh hng thng qua vic tit l cc mong iTo iu kin cho vic to ra sc mnh cng hngTr gip cho vic nh gi, dung cc mc tiu nh l cc tiu chunThit lp cc u tinGim s bt nhGim thiu cc mu thunKhuyn khch s n lcTr gip trong vic phn b cc ngun lcTr gip trong vic thit k cc cng vicTo c s cho vic a ra quyt nh thng nhtb. Cc li ch ca vic c c cc mc tiu r rng


c. Mc tiu ti chnh v Mc tiu chin lc

c. Mc tiu ti chnh v Mc tiu chin lc

Tnh gi ha non

Trc Tt, mt cng ty dt may b pht 75 triu ng v mt s sai phm trong thc hin php lut lao ng, tuy c hi bc nhng v gim c cng ty vn cho rng Pht c nhiu n thua g so vi khon chi ph m mnh lch c.

H tnh ton ci li ca vic khai khng y s lng lao ng phi ng BHXH, BHYT; ct gim cc hng mc khm sc khe nh k ca cng nhn, b bt mt s v tr gn qut v n chiu sng; dp b phng y t, ct lun khon giy v sinh v nc nng lnh... Tnh ra, chi ph tit gim mi nm ln n gn 2 t ng. R rng 75 triu ng mt i do phi np pht chng thm vo u so vi con s 2 t ng tit kim c

Cho n khi trng phng kinh doanh thng bo trong cuc hp giao ban cui qu I: Tng cng c n 6 khch hng khng tip tc k hp ng t nay n cui nm. R sot li th thy ton l nhng khch hng ln Bc u. L do h a ra l ngi tiu dng x h ty chay sn phm Bn - sn phm c lm ra bi mt doanh nghip khng tun th php lut lao ng.

Thng tin cng ty b x pht c ng trn mt t bo. i tc ca cng ty c hn mt b phn chuyn trch theo di, nm bt thng tin loi ny. Vy nn, ch my dng t i trn bo khin cng ty b a vo danh sch en, hn ch giao dch.

V ch mi l m u ca nhng thit hi m cng ty phi gnh chu. Su khch hng ln chim t trng gn 40% hp ng ca cng ty. iu c ngha sp ti, nu khng chy n chy o kim hp ng lp vo th sn xut nh tr, cng nhn thiu vic l chc chn.

2. Cc loi hnh chin lca. Cc cp chin lc v ngi chu trch nhim chnhCng ty quy m lnCng ty quy m nh


b. Cc loi hnh chin lc cp cng ty

Theo quan im ca Fred R. David, chin lc cp cng ty gm 16 loi chin lc, c phn thnh 5 nhm:Cc chin lc Hi nhp (Integration Strategies)Cc chin lc Tng cng (Intensive Strategies)Cc chin lc a dng ha (Diversification Strategies)Cc chin lc Phng th (Defensive Strategies)Nm chin lc thng dng ca Michael Porter

Cc chin lc Hi nhp (Integration Strategies)Hi nhp v pha trc (Forward integration) l chin lc nhm ginh quyn s hu hoc tng cng kim sot cc nh phn phi hoc cc nh bn l.Apple Inc. gn y bt u bn sn phm iPad v iPhone thng qua 2000 ca hng ca mng khng dy Verizon v 2200 ca hng ca mng AT&TChin lc Hi nhp v pha trc m Apple ang p dng nhm tng li th dn u ca h trong dng sn phm in thoi thng minh v my tnh bng trc khi cc sn phm ca hai i th Blackberry v Motorola c tung ra th trng.Hi nhp v pha trc (Forward integration)


Cc chin lc Hi nhp (Integration Strategies)Mt cng c hiu qu trong vic p dng Hi nhp v pha trc l nhng quyn thng mi (Franchising) .Cc DN c th m rng nhanh chng thng nhng quyn thng mi v cc chi ph v c hi c tri u cho cc c nhn.Hin nay, McDonalds ch s hu 20% trong tng s 32.800 ca hng v h ang chu sc p ngy cng tng trong vic gim bt t l s hu cc ca hng ca h. Li ch ca nhng quyn kinh doanh thng mi:- i vi bn Nhn quyn:+Khng phi xy dng thng hiu+Tha hng li ch, kinh nghim v b quyt t chc kinh doanh ca bn Nhng quyn+Gim thiu ri ro ca giai on khi nghip+Th hng hiu ng chui ca h thng- i vi bn Nhng quyn:+ M hnh kinh doanh c m rng, kh nng tiu th cao t nng cao c gi tr thng hiu+ To ra c hiu ng chui m khng phi b ra nhiu vn u t

Hi nhp v pha trc (Forward integration)


Cc chin lc Hi nhp (Integration Strategies)Hi nhp v pha sau (Backward integration) l chin lc nhm ginh quyn s hu hoc tng cng kim sot cc nh cung cp.Tuy nhin, mt s ngnh cng nghip nh ngnh CN t ang gim bt vic Hi nhp v pha sau.S cnh tranh ton cu hin nay cng thc y cc cng ty ct gim s lng cc nh cung cp v yu cu mc dch v cht lng cao hn t cc nh cung ng c gi li.Hi nhp v pha sau (Backward integration)Theo nh Mark Shimelonis t cng ty Xerox Duy tr s lng ln cc nh cung ng l mt gnh nng


Cc chin lc Hi nhp (Integration Strategies)Apple Inc. gn y chnh thc chi 356 triu USD mua li cng ty bo mt AuthenTec mt cng ty chuyn cung cp cng ngh bo mt bng cm ng du vn tay trn in thoi thng minh. Cng vi nhiu cng ngh bo v lin quan, AuthenTec cung cp nhng con chip cm bin du vn tay cho nhng cng ty ln nht trong ngnh cng ngh bao gm c i th ln nht ca Apple hin nay Samsung. Apple nhanh tay thc hin thng v sp nhp trong thi gian cha n 2 tun sau khi Samsung bt tay hp tc vi AuthenTec.Chin lc Hi nhp v pha sau m Apple ang p dng nhm pht trin mt dch v bo mt dnh ring cho cc sn phm ca Apple. iu ny s em n tnh ng b cho cc dng sn phm, ng thi nng cao cht lng bo mt cho cc thit b in t cp cao t Apple. Vic s tng li th dn u ca Apple trong dng sn phm in thoi thng minh v my tnh bng trc cc sn phm ca cc i th , bao gm i th ln nht Samsung

Hi nhp v pha sau (Backward integration)


Cc chin lc Hi nhp (Integration Strategies)Lin kt ngang (Horizontal integration) l chin lc nhm ginh quyn s hu hoc tng cng kim sot cc i th cnh tranh.

Lin kt ngang ang tr thnh chin lc c la chn trong rt nhiu ngnh CN nhm t c tnh kinh t v quy m v tnh hiu qu nh vic tng cng vic chuyn giao ngun lc v nng lc, li ch to ln t vic loi tr cc c s sn xut trng lp v Ban Qun Tr ca cng ty s thy s dng hn trong vic tm hiu c hot ng kinh doanh ca DN c lin kt ngang.Lin kt ngang (Horizontal integration)


Cc chin lc Hi nhp (Integration Strategies)Nm 2010, United Airlines v Continental Airlines, hai hng hng khng hng u ca M v cng l i th ca nhau trong ngnh hng khng thng bo hon tt vic sp nhp cho ra i hng hng khng ln nht th gii vi tn gi United Continental Holdings, Inc. Tng cng ty UAL (vn s hu United Airlines) s hu khong 55% vn c phn; c ng c Continental nm gi khong 45% vn c phn ca cng ty mi.Lin doanh mi c gi tr th trng khong 6,75 t USD (5,2 t euro) v p ng khong 7% nhu cu s dng dch v hng khng ton cu, tng ng 144 triu khch/nm, vi 370 im n ti 59 quc gia trn ton th gii. Lin kt ngang (Horizontal integration)


Cc chin lc Tng cng (Intensive Strategies)Thm nhp th trng (Market Penelration) l chin lc nhm lm tng th phn cho cc sn phm hoc dch v trong th trng hin ti nh nhng n lc marketing mnh hn.

Chin lc ny c s dng rng ri mt cch ring bit v cng c th kt hp vi cc chin lc khc. Thm nhp th trng bao gm vic tng cng s lng nhn vin bn hng, tng chi ph qung co, tng cng khuyn mi v cc n lc thu ht cng chng qua truyn thng v quan h cng chng.Thm nhp th trng (Market Penelration)


Cc chin lc Tng cng (Intensive Strategies)Coca-Cola tung ra chng trnh Share a Coke Trao Coca-Cola, kt ni bn b trong nm 2014. y l tng s dng tn c nhn in trn lon nc Coca, to ra s hng khi ca ngi dng nn y mc tiu th Coca-Cola ln ng k sau 11 nm gim lin tip.

Thm nhp th trng (Market Penelration)


Cc chin lc Tng cng (Intensive Strategies)

Coca-Cola mi y khi ng chng trnh "2ndLives" (Cuc sng th hai), trong l hnh nh 16 v chai Coca-Cola xp thnh hng, mi v chai li c mt chic np c bit bin thnh nhng vt dng th v, thn thin v hu dng nh bnh sn, sng nc hay gt bt ch. y l chin dch PR thng minh v y ngha.

Thm nhp th trng (Market Penelration)


Cc chin lc Tng cng (Intensive Strategies)Pht trin th trng (Market Development) l chin lc nhm gii thiu nhng sn phm hoc dch v hin ti vo nhng th trng a l mi.

Chin lc ny c cc DN s dng nhm t c li th t cc th trng mi ang pht trin nhanh chng, trong khi cng c gng bo v v th ca h ti th trng truyn thng vn ang tng trng chm chp.Pht trin th trng (Market Development)


Cc chin lc Tng cng (Intensive Strategies)Vi s gp mt ca McDonalds, n thi im ny th trng fast food Vit Nam hin ang c s hin din ca hu ht cc thng hiu tn tui th gii nh: Lotteria, KFC, Jollibee, Pizza Hut, Burger King, Dominos Pizza, Subway. Xm nhp vo cuc chi ny sm nht phi ni n KFC nm 1997, k l Lotteria nm 2004, Pizza Hut nm 2007, Burger King nm 2012, Starbucks nm 2013 v gn y nht l McDonalds.Mi thng hiu cng nm c th phn n nh, c chin lc gi v m rng th phn. Hin ti, chui fastfood Lotteria ca Hn Quc ang ng u v s lng ca hng vi hn 160 ca hng, theo sau l KFC (M) m 140 ca hng v ng th 3 l Jollibee (Philippines) vi hn 30 ca hng. Burger King d ch mi vo Vit Nam t cui nm 2012, nhng thng hiu ny n nay pht trin gn 20 ca hng ti 3 thnh ph ln l H Ni, Nng v TP.HCM. Sau Burger King, Subway, cn phi k n nhng thng hiu bt u quen thuc vi ngi tiu dng Vit Nam nh Pizza Hut, Pizza Inn, Popeyes, Dominos Pizza, Texas Chicken, cng ro rit u t h thng ca hng, nh v thng hiu bng sn phm sandwich ti.Pht trin th trng (Market Development)



Pht trin sn phm (Product Development) l chin lc nhm lm tng doanh thu bng vic ci tin sn phm v dch v hin ti hoc pht trin sn phm mi.

Pht trin sn phm thng thng s to ra chi ph cao trong vic R&D nhng y l chin lc quan trng nht i vi cc cng ty cng ngh cao nhm tng li th dn u ca h trong dng sn phm trc cc i th cnh tranh.Pht trin sn phm (Product Development)



Pht trin sn phm (Product Development)

Nm 2007, iPhone ra mt l mt s khc bit vi nhng i th cnh tranh ti thi im nhng thit b cng knh, na mn hnh na bn phm. Thit b mi gp phn lm bin mt nhng chic in thoi c bn phm Qwerty.

Apple t chc s kin gii thiu sn phm iPhone 6, iPhone 6 Plus v v Apple Watch ti Trung tm Flint, Cupertino, California.

Samsung chnh thc cng b hai mu smartphone mi ca hng ny l Galaxy S6 v Galaxy S6 Edge trong khun kh s kin Samsung Unpacked din ra MWC 2015, Barcelona


Cc chin lc a dng ha (Diversification Strategies)a dng ha c lin quan (Related Diversification) l chin lc tng doanh thu bng cch thm vo cc sn phm, dch v mi c lin quan vi sn phm v dch v hin ang cung cp cho khch hng. Khi c thm vo, cc sn phm a dng ha c lin quan s gip doanh s bn ca cc sn phn hin ti tng trng mnh. Hin nay, nhiu DN ang ri xa chin lc a dng ha v nhm n chin lc tp trung vo cc lnh vc kinh doanh ct li. Tuy nhin, vn c vi DN i ngc li xu hng trn. Hu ht trong nhng DN ny a thch chin lc a dng ha c lin quan a dng ha c lin quan (Related Diversification)


Cc chin lc a dng ha (Diversification Strategies)Microsoft a dng ha vt ra khi lnh vc sn xut, kinh doanh bn quyn phn mm v h tr trn din rng cc sn phm v dch v lin quan n my tnh bng thng v mua li b phn sn xut thit b v dch v ca Nokia vi gi 7,2 t USD.a dng ha c lin quan (Related Diversification)


Cc chin lc a dng ha (Diversification Strategies)a dng ha khng lin quan (Unrelated Diversification) l chin lc tng doanh thu bng cch thm vo cc sn phm, dch v mi khng c lin quan vi sn phm v dch v hin ang cung cp cho khch hng .Chin lc ny nhn mnh n vic u t vo cc cng ty to ra hiu qu cao v mt ti chnh trong cc ngnh m DN ny ang hot ng hn l to ra mt s ph hp mang tinh chin lc gia cc chui gi tr ca cc DN ny.Thch thc ln nht ca chin lc ny l cng ty m cn c mt i ng qun tr vin xut sc hoch nh , t chc, lnh o v kim sot mt cch hiu qu a dng ha khng lin quan (Unrelated Diversification)


Cc chin lc a dng ha (Diversification Strategies)Cng ty General Electric l mt tp on a quc gia ca M. Cng ty GE hot ng trn nhiu lnh vc : Nng lng, Cng ngh, C s h tng, Ti chnh v Tiu dng cng nghip vi cc sn phm l : u my xe la, my bay, thit b cng nghip, thit b y t, dch v ti chnh, truyn thng, gii tr, xng du, gas . . . a dng ha khng lin quan (Unrelated Diversification)


Cc chin lc Phng th (Defensive Strategies)Thu hp quy m (Retrenchment) din ra khi mt cng ty thu hp cc hot ng nhm ct gim chi ph v ti sn o ngc tnh th st gim doanh s v li nhun. Chin lc ny cn c gi l chin lc o ngc (turn-around) hay ti cu trc (reorganizational strategy) , khi vic thu hp quy m nhm tp trung tng cng sc mnh ca nng lc ct li vt tri (ngnh mi nhn) trong mt cng ty.

Thu hp quy m bao gm : bn bt ti sn thu hi s tin cn c, ct gim cc dng sn phm, cc lnh vc kinh doanh khng quan trng, ng ca nh my t s dng, t ng ha cc quy trnh, ct gim nhn vin, p dng cc h thng kim sot chi ph.Thu hp quy m (Retrenchment)


Cc chin lc Phng th (Defensive Strategies)Nhng nm gn y, cng ty Mai Linh m rng u t sang mt s lnh vc khc nh: bt ng sn, mua bn xe c, du lch, dy ngh . . . Trong , vic u t lnh vc bt ng sn khin Mai Linh b ln su vo n nn. DN Mai Linh ln k hoch thu hp hot ng to thm vn tr n cho nh u t. Trc mt, Mai Linh s tm gim lng, thng ca nhn vin. Bn cnh , DN s gim bt vn phng hot ng cc tnh; tinh gn li b my iu hnh; cc tnh, thnh ph ch u t dng xe gi r; gim chi ph qung coNgoi ra, Mai Linh s y mnh bn bt cc ti sn bt ng sn bao gm c cc trm dng chn ng thi r sot bn bt xe. V lu di, Mai Linh s cu trc li b my hot ng khng theo m hnh tp on m - con gy cng knh, nhiu chi ph m s thu gn li tp trung u t mt s lnh vc chnh c li nhun n nh.Thu hp quy m (Retrenchment)


Cc chin lc Phng th (Defensive Strategies)Loi b (Divestiture) l chin lc bn i mt n v kinh doanh hoc mt phn cng ty . Loi b c th l mt phn ca chin lc thu hp quy m bao gm loi b cc hot ng kinh doanh khng c li nhun hoc i hi ngun vn ln, hoc khng ph hp vi cc hot ng chung cn li ca DN.

Chin lc Loi b thng s dng khi cn ngun tin cho cc hot ng thu tm chin lc hoc u t.Loi b (Divestiture)


Cc chin lc Phng th (Defensive Strategies)T lu, Kinh nhn thy s bo ha trong ngnh kinh doanh bnh ko. Phn ln mc tng li nhun ca DN ny trong sut 3 nm qua u n t kh nng kim sot chi ph, h thng phn phi ch khng phi nh tng doanh thu. Hin nay, quy m th trng thc phm ng gi ti Vit Nam l 193.000 t ng, ln gp 12 ln so vi quy m ngnh bnh ko ch c 15.000 t ng, trong ring m gi l 25.000 t ng. Kinh ti c cu bng vic n v ny mua 24% c phn ca Tng cng ty Cng nghip Du thc vt Vit Nam (Vocarimex), s hu c phn chi phi ti thng hiu c ph PhinDeli. Ring vi m gi, tp on ny bt u k hoch hp tc vi Si Gn Vewong i Loan (thng hiu m gi v bt ngt A-One) tung ra dng m gi i Gia nh thng hiu KIDO. Mc tiu ca tp on l s hu 51% c phn ti Vocarimex, ng thi s cho ra i cc sn phm t m n lin, du n, gia v, nc chm v cc thc phm ng gi khc s u mang thng hiu KIDO.Ngun tin cho cc thng v M&A ( Mua bn v sp nhp) ca Kinh ly t vic bn 80% c phn mng bnh ko cho Tp on Mondelz International. D bn mng sn xut bnh ko, nhng Kinh vn khng ri b b phn kinh doanh kem KIDO v sn phm t sa cng chui ca hng bn l.Loi b (Divestiture)


Cc chin lc Phng th (Defensive Strategies)Thanh l (Liquidation) l vic l bn i tt c cc ti sn ca cng ty tng phn mt thu hi li gi tr hu hnh ca chng.

Thanh l l chin lc c s dng khi DN theo ui c hai chin lc thu hp quy m v loi b nhng khng thnh cng. Thanh l l mt phng php gip thu hi c khon tin ln nht c th t ti sn ca cng ty mt cch c k hoch v trt t ng thi gip cc c ng ca cng ty c th gim thiu s thua l .Thanh l (Liquidation)


Cc chin lc Phng th (Defensive Strategies)Cui nhng nm 1990, Daewoo ln k hoch tr thnh hng sn xut t c quy m ton cu. Chin lc ca h l nhm vo cc th trng ang ni ln, ni c tim nng pht trin, nhng li t i th cnh tranh. Daewoo xy dng nhng nh my t nc ngoi nh Ba Lan, Ukraine, Iran, Vit Nam, n ... Daewoo d nh s cho xut xng 2 triu t vo nm 2000. K hoch tin trin kh thun li. Tp on vay 20 t USD u t cho chin lc bnh trng sn xut t. Nhng cuc khng hong ti chnh chu nhng nm 1997-1998 p n trong khi Daewoo cha th thu c li nhun t nhng nh my t mi c xy dng.Vic bn bt ti sn ca Daewoo cng khng th thc hin c, v hu ht ti sn ca Daewoo u ngoi Hn Quc. Cc nh my ln u l nhng d n lin doanh vi nc ngoi. Cc d n ny u c trin khai v khng ngng li c na. Nm 1999, hng ny ph sn vi khon n 82 t USD. Tp on ny phi bn i khong 50 cng ty, b phn kinh doanh t c bn cho General Motors v Tata Motors (n ).Thanh l (Liquidation)


5 chin lc thng dng ca Michael Porter

Sound strategy starts with having the right goal.Strategy is about making choices, trade-offs; it's about deliberately choosing to be different.

Strategy must have continuity. It can't be constantly reinvented.

The thing is, continuity of strategic direction and continuous improvement in how you do things are absolutely consistent with each other. In fact, they're mutually reinforcing.

http://www.brainyquote.com/quotes/authors/m/michael_porter.html

5 chin lc thng dng ca Michael Porter


CC CHIN LC THNG DNGQUY M TH TRNGDn u chi phKhc bit haTp trungLn Loi hnh 1Loi hnh 2Loi hnh 3_Nh_Loi hnh 3Loi hnh 4Loi hnh 5

5 chin lc thng dng ca Michael PorterLoai hnh 1: Dn u chi ph chi ph thpLoi hnh 2: Dn u chi ph gi tr ph hp nhtLoi hnh 3: Khc bit haLoi hnh 4: Tp trung chi ph thp nhtLoi hnh 5: Tp trung gi tr tt nhtCty quy m lnCty quy m lnCty quy m nhtnh kinh t theo quy m, ng cong hc tp, ng cong kinh nghimChim 1 phn ln trong th trng nh hn l chim 1 phn nh trong th trng ln

Chin lc dn u chi ph (loi hnh 1 & 2)


NH MY, CNG NGHNGUYN LIULOGISTICSTHIT K SN PHMPHN PHITIU THC th m ph gi vi nh cung cp do mua s lng lnThit k li nh my, s dng cng ngh miLin kt vi nh vn chuynn gin ha thit k sn phmGn kt vi nh phn phi, bn sn phm trc tuynRi ro: Ct gim gi khin li nhun st gim mnh hoc = 0; B qua s thay i th hiu ca khch hng


Phng php:Trc khi la chn CL, cn nhc cc yu t chi ph: chi ph (nc pht trin sp mi, lao ng, thu, nng lng, vn chuyn), tim nng chia s cc chi ph v kin thc trong ni b doanh nghip

Chi ph u vo (Cost of input factors)Li th kinh t nh quy m (Economies of scale)ng cong hc tp (Learning-curve effects)ng cong kinh nghim (Experience-curve effects)

Phi ginh c li th cnh tranh theo cch m i th kh bt chc hoc tm c cch thc tng tSource: Rothaermel, F.T.(2012). "Strategic Management: Concepts and Cases", 1st Ed, published by McGraw-Hill.

Theo Rothaermel (2012) trch dn bi Long Phan, 4 yu t t li th dn u v chi ph:

m phn vi nh cung cp: mua s lng ln vi gi rp dng IT trong qun l hng haMng li ca hng rng khp

Chi ph NVL thp:S hu ngun cung qung st gi rGia tng chui gi tr:Xy dng nh my cn ngui khi m trong ngnh thp ch c Thp tm l Ph M (cty con ca VNSteel) l dm u t my ny v khi m cc nh my m km phi mua loi thp nyp dng thit b dnh ring gim chi ph u vo:Xy dng trm bin th 110kV thay v 22kV gim chi ph inD dng hp tc vi cc nh cung cp nng lng khc (vd: l hi Biomass)Chi ph sn xut 1 v sp gim do:Cng sut tng ln tay ngh, kin thc v lnh vc tng HSG u t 5 my cn ngui, tng cng sut 980 ngn tn/ nm nng lc qun l tr nn chuyn nghip (khu xy dng c bn, lp my v tip nhn vn hnh)Loi hnh 1http://vietnamsteel.blogspot.com/2014/11/chuoi-gia-tri-nganh-thep-viet-nam-co_28.htmlCL dn u chi ph kt hp CL khc bit ha

Low prices with meaningLow prices are only valuable if they offer good function, quality and design...

And most crucial is the price low enough to make this product accessible to many, not just the few?

Maximising production possibilitiesThe IKEA product development teams travel the world and travel their clever minds to find new solutions that let us keep the good design, function and quality while lowering the price.

http://franchisor.ikea.com/product-for-a-better-everyday-life/Loi hnh 2

Cc chin lc khc bit ha th hin di nhiu mc khc nhau:

Chin lc khc bit ha (loi hnh 3)

Sp c chun ha: khc bit ha khng m bo li th cnh tranhSp lu bn c bo h bi cc ro cn chng li s sao chp: khc bit ha li th cnh tranh

http://sohoa.vnexpress.net/tin-tuc/doi-song-so/apple-lai-doi-cam-ban-san-pham-cua-samsung-2995659.htmlBo h bn quyn:Pht minh khoa hc, kiu dng cng nghip, nhn hiu, thng hiu,

Chin lc khc bit ha (loi hnh 3)Cc tnh nng c th khc bit ha sn phmGT nhn chc c khch hng ch trng hn l GT thc ca sp/ DV.

Chin lc khc bit ha (loi hnh 3)Phng php

Chin lc khc bit ha (loi hnh 3)Ri ro:

Sn phm c chun ha, p ng nhu cu khch hng hoc nhanh chng b cc i th bt chc s khng m bo to li th cnh tranhRi ro l sn phm c o khng c khch hng nh gi cao v h ch trng vo mc gi sn phm

Loi hnh 3

http://www.honda.com.vn/vn/xe-may/san-pham/pcx/Loi hnh 3

50

Chin lc tp trung (loi hnh 4 & 5)c im th trng:

Khi ngnh c nhiu th trng ngch v phn khc, to iu kin cho mt cng ty chn ly mt th trng ngch hp dn, ph hp vi ngun lc ca hKhi th trng ngch c quy m ln, c kh nng sinh li v ang tng trng

Khi cc i th dn u trong ngnhkhng quan tm ti th trng ngch cho rng phc v th trng ngch s gy tn km chi ph v ch tp trung vo lng khch hng trn th trng chnhKhi ch c mt s t i th cnh tranh khc cng c gng chuyn bit ha trong cng th trng ngch m cng ty ang nhm n

Chin lc tp trung (loi hnh 4 & 5)Phng php:Xem xt nhm ngi tiu dng c s thch v yu cu ring bitXem xt liu cc cng ty i th c n lc chuyn bit ha trong cng phn khc Ch tm phc v 1 nhm khch hng c th; 1 s th trng a l nht nh; tp trung sx 1 s dng sp nht nh cnh tranh tt hn i th phc v mt th trng rng ln hn.Ri ro:Mt s ng i th nhn thc c s thnh cng ca chin lc tp trung v bt chcS thch khch hng hng ti cc tnh nng sn phm c mong i bi s ng ngi tiu dng trn th trng

Loi hnh 4

Chin lc thm nhp th trng, pht trin th trng l in hnh cho vic tn dng li th tp trung

Cc cng ty quy m va v ln ch c th theo ui cc chin lc tp trung hiu qu bng cch kt hp vi chin lc khc bit ha hoc dn u v chi ph

Cha collagen, ng n king, hm lg cafein thp

Loi hnh 5

Gi cc r: nhiu khuyn mi gim gi; tn dng lc lng ti x ca Vinasun, Mai Linh, ; hot ng ti Malay v Sin nay pht trin sang VN


Loi hnh 4

Loi hnh 5

Loi hnh 3: p dng c th trng quy m ln v nh

Loi hnh 1, 2: khng nn p dng th trng nh v li nhun bin thng rt thp

Loi hnh 4, 5: khng nn p dng th trng ln v khng tn dng c tnh kinh t theo quy mLu :Cng ty ln: kh nng tip cp ngun lc tt hn thng cnh tranh bng dn u chi ph v/ hoc khc bit ha

Cng ty nh: thng cnh tranh trn nn tng tp trung

CC PHNG TIN T C CHIN LCHP TC GIA CC I THChin lc hp tc gia cc i th ngy cng c s dng ph bin.B quyt thnh cng ca chin lc ny l khi c hai cng ty cng ng gp nhng c im khc bit, vt tri ca mnh ( nh cng ngh, h thng phn phi, nng lc nghin cu c bn hoc nng lc sn xut).Ri ro ca phng thc ny l s chuyn giao ngoi mun cc k nng v cng ngh cp di, iu nm ngoi cc tha thun trao i c k kt (trao i thng tin gia cc k s, nh tip th, cc nh pht trin sn phm)V d : cc hng hng khng ln cng hp tc vi nhau to thnh 3 lin minh ln l Star, Skyteam, Oneworld cnh tranh vi nhau. V theo xu hng chung cc lin minh khc cng ang dn hnh thnh trong ngnh hng khng.

CC PHNG TIN T C CHIN LC

LIN DOANH/HP TC L hnh thc hai hay nhiu cng ty cng thnh lp mt cng ty hp tc hoc lin kt vi mc tiu ch trng vo mt s c hi. Loi hnh hp tc : 1. Cc bn gp vn thnh lp mt cng ty c lp v s hu vn c phn trong cng ty mi ny.2. Hp tc nghin cu v pht trin.3. Tha thun phn phi hng ha ca nhau.4. Tha thun cp php cho.5. Tha thun sn xut cho.6. Lin doanh u thu.Hnh thc hp tc : 1. Thu ngoi sn xut.2. Chia s thng tin.3. Lin kt tip th.4. Lin kt nghin cu v pht trin.

CC PHNG TIN T C CHIN LCLIN DOANH/HP TC Nguyn tc hng dn t c hiu qu trong lin doanh :

Cng ty cha phi l cng ty i chng (Privately Owned) c li th nh s s hu ngCng ty i chng (Publicly Owned) c u th l s d dng tip cn vic pht hnh c phiu huy ng vn

Li th cng hng kt hp trong kinh doanhCng ty ni aCng ty nc ngoi

S dng hiu qu nh qun tr a phng ti nc ngoi, gim phin toi t chnh quyn a phng v nguy c b sung cngNng lc vt tri cng ty ANng lc vt tri cng ty B

B tr cho nhau mt cch hon ho

CC PHNG TIN T C CHIN LCLIN DOANH/HP TC Nguyn tc hng dn t c hiu qu trong lin doanh :

Cng ty A c d n c th sinh li cao Cng ty B c cc ngun lc mnh

Hp tc h tr ln nhauCng ty nh ACng ty nh B, C

Hp tc cng cnh tranh vi cng ty ln.Cng ty A c cng ngh miCng ty B c lng khc hng ln

Hp tc gii thiu cng ngh mi mt cch nhanh chng

CC PHNG TIN T C CHIN LCLIN DOANH/HP TC Vn dn n tht bi trong lin doanh :Cc qun tr vin hp tc trc tip vi nhau trong cc cng vic iu hnh hng ngy khng tham gia vo qu trnh hnh thnh lin doanh. Lin doanh nhng khng ch trng n li ch ca khch hng Lin doanh nhng khng c h tr cn bng t cc bn i tcLin doanh c th bt u cnh tranh vi mt trong cc bn i tc nhiu hn bn cn li


SP NHP/MUA LI- Sp nhp l khi 2 cng ty cng quy m hp nht li hnh thnh mt doanh nghipMua li l khi mt cng ty ln mua mt cng ty nh hnKhi vic mua li hoc sp nhp khng c hai bn mong mun th c gi l thu tm hoc thu tm th ch. Ngc li, c s ng thun t c hai pha th gi l sp nhp thn thin.Thut ng ngi thu tm thn thin ch mt cng ty ng mua li mt cng ty khc ang c nguy c b thu tm th ch. V d : Cty sn xut thuc tr tim ca M CVT dn xp thnh cng thng v thu tm thn thin vi cng ty dc sn xut thuc chng HIV l Gilead Sciences, nhm trnh nguy c b thu tm th ch t cty Astellas ca Nht.

SP NHP (MERGERS)S kt hp ca 2 cty thnh 1 cty ln hn

Sp nhp gia cc i th trc tip thng hiu qu hn gia cc DN khng cng lnh vc v: tn dng c c s h tng; qun l H d dng hnMUA LI (ACQUISITION: friendly takeover & hostile takeover)Mua ton b hoc 1 phn ti sn ca DN khc kim sot, chi phi ton b hoc mt ngnh ngh ca doanh nghip b mua li.CHIM HU (HOSTILE TAKEOVER)Cty A tr gi thu mua c phiu nhm mc ch thu tm, hp nht cty B; d B khng chp nhn- Takeover bid: ku gi c ng ca B bn CP cho A- Proxy fight: hp tc vi mt nhm c ng yu cu thay i ban lnh o


SP NHP/MUA LIMua li s dng n by ti chnh l c phn ca cc c ng trong mt cng ty i chng c mua li bi ban qun tr hoc cc cc nh u t c nhn khc thng qua vay mn ti chnh t cc qu. Mc ch ca thng v ny nhm trnh b thu tm th ch hoc loi b mt vi n v khng cn ph hp vi chin lc tng th ca cng ty. Cng ty sau s tr li cng ty cha i chng.Li ch t vic sp nhp/ mua li : C hi ci tin mc nng lc hiu dng.S dng i ng nhn vin bn hng hin ti hiu qu hnGim s nhn vin qun lt tnh kinh t v quy mGim thiu bin ng doanh s kinh doanh theo maTip cn c cc nh cung ng, nh phn phi, khch hng, sn phm v t chc tnh dng mi.Tip nhn c cng ngh mi.Gim tr ngha v v thu.

CC PHNG TIN T C CHIN LCSP NHP/MUA LIL do tht bi khi sp nhp/ mua li Gp cc kh khn trong vic hp nhtnh gi v mc tiu cha t n mc cn thitKhon n to ln bt thngKhng c kh nng t c sc mnh cng hnga dng ha v dn tri qu nhiu lnh vcCc nh qun tr qu tp trung vo vic thu tmThng v thu tm c quy m qu lnKh khn trong vic dung ha s khc bit v vn haGy ra xo trn trong tinh thn ca nhn vin do ct gim vic lm v ti phi tr a im lm vic


Thu tm bng hnh thc gp vn t nhn vo cc cng ty cha nim ytHnh thc l cc qu u t t nhn vo cc doanh nghip cha nim yt m ra lm sng cho bn c phiu ra cng chng .Mc ch ca vic thu tm bng hnh thc ny l mua li cc cng ty cn hot ng tt vi mc gi thp sau bn li vi gi cao hn.

V d: 3G Capital Management mua li Burger King Holdings vi gi 3,3 t $.


NHNG LI TH CA NGI I U- L li ch m mt cng ty c c khi bc chn vo mt th trng mi hoc pht trin sn phm/ dch v trc cc i th.Li ch ca cng ty i u trong th trng : m bo vic tip cn v cc cam kt cung ng t cc ngun lc him.Thu thp c cc kin thc to nn thnh cng v cc vn chnh yuGinh c th phn v v th tt trong th trngThit lp v duy tr dc cc mi quan h lu di vi khch hng, nh cung ng, nh phn phi v cc nh u tGinh c lng trung thnh v cam kt t khch hngV d : Apple l cng ty u tin sn xut in thoi thng minh trn th gii, cho n nay cng ngh m Apple cung cp cho ngi tiu dng vn vt xa cc i th i sau.


THU NGOI

Thu ngoi quy trnh kinh doanh lin quan n cc cng ty thc hin cc hot ng chc nng nh nhn s , kim ton, h thng thng tin, chm sc khch hng, nghin cu th trng hay thm ch l hot ng marketing.

V d: Cng ty Visteon Corp ti M v cng ty J.P Morhan Chase & Co. thc hin vic thu ngoi cc hot ng tin hc t IBM, cng ty ny hin cng ang cnh tranh vi Electronic Data Systems v Computer Scienes Corp trong lnh vc kinh doanh thu ngoi ny

CC PHNG TIN T C CHIN LCTHU NGOI Li ch t vic thu ngoi :Tit kim chi phTp trung vo vic kinh doanh ct liTi cu trc chi phCi tin cht lngKin thcHp ngChuyn mn nghip vTip cn cc ti nngXc tc cho s thay i Tng cng kh nng sng toGim thi gian a sn phm ra th trngQun tr ri roLi ch v thu

TI LIU THAM KHO

Fred R. David, Strategic Management Concepts and Cases, 2013, Chapter 5

GS.TS. on Th Hng Vn, Qun tr chin lc, 2013Chng 4, tr.235 320Chng 7, tr.443 476

CM N C & CC BN LNG NGHE

chương 5 : chiến lược trong hoạt động kinh doanh

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