quan ly chuoi cung ung

7/30/2019 Quan Ly Chuoi Cung Ung

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Quan Tr Chien Lc Chuoi Cung nga. 4

Cuon sach nay la mot cong cu vo gia cho nhng ai ang tm cachbien chuoi cung ng thanh mot vu kh canh tranh sac ben.Jim Miller

Pho chu tch phu trach phat trien san phamTap oan Cisco Systems

Cohen va Roussel a thanh cong trong viec can bang gia taisao va ra sao cua quan tr chuoi cung ng. Cuon sach co giatr thc tien nay a ket noi mot cach ro rang va chnh xac nhngnhan to cot loi cua quan tr chuoi cung ng hieu qua.

Dick HunterPho chu tch phu trach san xuat cua Dell Americas

Tap oan Dell

Cohen va Roussel a cung cap mot hng tiep can co nguyentac va thc tien e xay dng mot chuoi cung ng ang cap quocte. Nhng van e ma cuon sach at ra cung la nhng thach thcma cac cong ty phai oi mat ngay nay, no tng ong vi nhngkinh nghiem ma chung toi trai qua HP. Cuon sach thc s la

s chuyen oi ln giup cac nha quan tr chuoi cung ng vn tis hoan hao.

Dick ConradPho chu tch cap cao phu trach hoat ong chuoi cung ng toan cau

Tap oan HP

Nhng li khen ngidanh cho cuon sach


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a. 5

That hiem co cuon sach nao ma pham vi cua no bao trum caphng dien cac nguyen tac, quan tr chuoi cung ng thc tiencung nh c cau to chc. Cohen va Roussel a cung cap cho cac

nha quan tr cha khoa m b mat ang sau s thanh cong cuachuoi cung ng.

Hau LeeGiao S Van Tru Hoc, Thong Tin va Cong Nghe

Trng kinh doanh, ai Hoc Standford

Nam nguyen tac cot loi ben trong cuon sach nay thoat trong cove n gian. Tuy nhien hiem co ngi van dung chuoi cung ngco c be day va o sau kinh nghiem nh hai tac gia. Cohen va

Roussel a a chu e nay ra khoi pham vi ly thuyet, em en vo sov du ve cac cong ty nay chon va van dung nhng nguyen tac nay.Cac nha ieu hanh cap cao co the dung cuon sach nay e nhhnh mot chien lc chuoi cung ng von se em lai nhng li chma ai cung mong muon ngay tc th.

Geoffrey MooreTac gia cac cuon sach Crossing the Chasm

Inside the Tornado, Living on the Fault Line

Hai tac gia a mo ta thanh cong s anh oi phc tap ma caccong ty phai can nhac khi phat trien mot chuoi cung ng xuat sac.V the, cuon sach cua ho xng ang cho CEO va CFO cung nhCOO s dung nh kim ch nam khi phat trien mot chien lc hoatong cho cong ty.

Gary McIlraithGiam oc Chuoi cung ng

British Sky Broadcasting Ltd

Nhng li khen ngi danh cho cuon sach


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Cohen va Roussel em lai cai nhn tong quan co gia tr cho bat kyCEO nao muon dung quan tr chuoi cung ng nh mot li the canhtranh. Cho du ban la CEO cua mot cong ty toan cau hay nha sang lapcua mot cong ty mi khi nghiep th cuon sach nay cung co the em

lai cho ban nhng nguyen tac mang tnh chat hng dan va mot lotrnh nh hng e lai cong ty ban i ung hng.

Guerrino De LucaChu tch va CEO

Tap oan Logitech

Cac tac gia a nam bat c cac yeu to can thiet cua mot cong ty cothe hng en hieu qua thanh cong vt troi nh the nao bang cachnh v quan tr chuoi cung ng nh mot nguyen tac quan tr cot loi.

Cuon sach tao ra mot kieu mau cho ban thay lam the nao e co thelien ket mot to chc e chuyen mot chien lc thanh cong thanh cacket qua ay y ngha.

Bill CantwelPho Chu tch phu trach Chuoi Cung ng

Cong ty Air Products and Chemicals

Cuoi cung th cung co mot cam nang hng dan thc te co gan cact duy quan tr chuoi cung ng vi cac v du lien quan ti nhng ngitrong nghe ap dung cac nguyen tac nay thanh cong nh the nao trong

the gii thc. Mot cuon sach goi au ging cho tat ca nhng ngiquan tr chuoi cung ng chuyen nghiep von ang mong muon ahieu qua chuoi cung ng cua mnh len cap o cao hn.

David J. McGregorPho chu tch cap cao, NAFTA Logistics

Tap oan BASF


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Cohen va Roussel trch dan mot tap hp phong phu cac chien lc valy giai chung theo cach ma nhng ngi cha co kinh nghiem tronglnh vc nay cung co the hieu c ma van gi c chieu sau canthiet e lam hai long nhng chuyen gia. Xuyen suot cuon sach nay,

hai tac gia cung cap cac phng phap vo cung hieu qua e to chc vathc thi cac cai tien cho chuoi cung ng. S ket noi cac chien lc nayvao vi cac yeu to cua mo hnh SCOR em en cho nhng ngi trongnghe mot cach tiep can t m e nh hng cac ket qua hu hnh. Cacv du ve kinh nghiem thc tien la vo gia.

Steven G.MillerChu tch

Hoi ong Chuoi Cung ng (Supply Chain Council)

Chuoi cung ng a ra mot c hoi tot e giam bt chi ph va tao ragia tr cho khach hang. ay la mot e tai xuyen suot cua cuon sachthc tien va de oc nay. Cohen va Roussel co ky nang uc rut t nhngkinh nghiem sau rong cua ho khi lam viec vi cac cong ty trong nhieunganh khac nhau en ong bo hoa cac thc hanh tot nhat trong quantr chuoi cung ng. Trong so nhieu cuon sach ban ve quan tr chuoicung ng th ay la mot trong nhng cuon tot nhat.

Martin ChristopherGiao s

ai hoc Cranfield, Vng quoc Anh

Nhng li khen ngi danh cho cuon sach


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STRATEGIC SUPPLY CHAIN MANAGEMENTby Shoshanah Cohen, Joseph RousselCopyright 2005 by The McGraw-Hill Companies, Inc.All rights reserved.

QUAN TR CHIEN LC CHUOI CUNG NG:Ban quyen tieng Viet 2007 Cong ty SCM va Cong ty Sach AlphaHoan toan gi ban quyen

Khong phan nao trong xuat ban pham nay c phep sao chep hay phat hanh di bat ky hnh thcnao hoac bang bat ky phng tien nao, hay c lu gi trong c s d lieu hoac he thong truy cap,ma khong co s cho phep trc bang van ban cua Nha xuat ban.


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Bien dch: Thac S Pham Nh Hien, o Huy Bnh, Thac S Nguyen Hoang DungHieu nh: Tien S Le c Tho, MKAD, o Huy Bnh


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Cuon sach c xuat ban trong chng trnh hp tac cua

Cong ty Co Phan Dch Vu T Van Truyen Thong Chuoi

Lau 2, Phong 203, 141 Hai Ba Trng, P. 6, Quan 3, Tp.HCM, Viet NamTel: (84.8) 290 7027 - Fax: (84.8) 290 7026

Website: www.scmvietnam.com

&

Cong ty Co phan Sach Alpha

164B oi Can, Ba nh, Ha Noi, Viet NamTel: (84.4) 722 6234 - Fax: (84.4) 722 6237

Website: www.alphabooks.vn


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Li gii thieu cua ban bien dch va hieu nh

Dan nhap

Nen kinh te the gii ang trai qua giai oan c lam phang hnbao gi het.

Trong mi yeu to lam phang ma nha bao Thomas Friedmane cap trong cuon sach The Gii Phang: Tom lc lch s the gii

the ky 21 chung ta thay mot nhan to rat quan trong chnh la ChuoiCung ng.

a bao gi chung ta t hoi lam sao ngi ta co the cung motluc phat hanh cuon truyen Harry Potter noi tieng trong cung motthi iem tren toan the gii? Hay nh mot chiec ao T-Shirt hpmot c xuat hien tai tat ca cac ca hang ung vao dp GiangSinh? Tai sao Dell lai thanh cong hn IBM va HP trong lnh vcban may tnh? Tai sao Wal-Mart lai tr thanh tap oan ban leco quy mo va hieu qua hang au the gii? Tat ca cac cau hoi ayeu co chung cau tra li chnh la Chuoi Cung ng. Hay cung cothe noi chuoi cung ng la cha khoa m ra thanh cong cho nhieudoanh nghiep.

Nhng lam sao co the hieu va xay dng chuoi cung ng hieuqua chnh la bai toan au au cho nhieu nha quan tr. Tat nhien,khong loai tr cac nha quan tr Viet Nam.

Nham giup cac nha quan tr Viet Nam co cai nhn toan dien va

sau sac ve chuoi cung ng, cung nh thiet lap cong thc phu hpe xay dng thanh cong chuoi cung ng cua mnh, cong ty SCMquyet nh bien dch cuon QUAN TR CHIEN LC CHUOICUNG NG: 5 nguyen tac at hieu qua hoat ong tot nhat.

Vi oi ngu bien dch la nhng chuyen gia kinh nghiem trongquan tr logistics va chuoi cung ng tai Viet Nam, chung toi tin


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a. 13

tng cuon sach la mot chiec la ban thc s cho cac doanh nghiepViet Nam t tin hoi nhap va canh tranh. Cuon sach nay nam trongchuoi cac cuon sach ve quan tr chuoi cung ng va logistics macong ty SCM se phat hanh trong thi gian ti, nham gop phan taonen tang vng chac ve ly luan va thc tien giup cac doanh nghiepng dung thanh cong quan tr chuoi cung ng va logistics.

Sau khi phat hanh cuon thuat ng Chuoi Cung ng vaLogistics, chung toi nhan c s hoan nghenh hng ng nhiet

liet cua nhieu nha quan tr va cac chuyen gia trong lnh vc chuoicung ng va logistics. o la nguon ong vien ln cho chung toi tieptuc vi d an SCMbOOk Series.

Chung toi tin tng vao s mang ay thach thc nhng vocung thu v bi no se giup cac doanh nghiep Viet Nam bc vaovung at la mot cach t tin va thanh cong.

Ve cuon sach va tac gia

ay la cuon sach cua tng lai ch khong phai cua qua kh. Vacung la cuon sach ban ve kinh nghiem thc tien c khai quathoa ch khong phai la mo hnh ly thuyet. Cuon sach c c cauda tren nhng best practice va case study nong hoi c chiathanh nam nguyen tac cot loi:

1. Hay coi chuoi cung ng cua ban nh la mot tai san chien lc2. Phat trien mot cau truc quy trnh tong the3. Thiet ke to chc hng ti hieu qua

4. Xay dng mo hnh cong tac ung5. S dung bo o lng e nh hng s thanh cong

Cuon sach c hai tac gia Shoshanah Cohen va JosephRoussel xay dng nham giup oc gia co mot cai nhn thong suot vely thuyet va nhng kinh nghiem thc tien tot nhat thong qua cac dan t van ma hai tac gia nay a thc hien tai hn 600 to chc.



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Hn na, cuon sach con at ra nh ng thc ln trong tnglai oi vi viec phat trien chuoi cung ng nh la mot vu khcanh tranh toi thng.

Ban than hai tac gia la hai chuyen gia t van chuyen nghiepva ay kinh nghiem trong cong ty hang au ve chuoi cung ngPRTM (cong ty tien phong trong lnh vc t van quan tr chuoicung ng vi mo hnh PACE va SCOR). Vi kinh nghiem va khanang nhn xa cua mnh, hai tac gia a giup ngi oc co mot cai

nhn toan canh va giup ho co the vach ra nhng chien lc phattrien mot cach hieu qua nhat chuoi cung ng tren nen tang cua 5nguyen tac cot loi.

Cuon sach QUAN TR CHIEN LC CHUOI CUNG NGc xep vao nhng cuon sach ban chay nhat trong mang quan trhoat ong va cung ng tren trang web Amazon.com.

Cuon sach la mot cuon cam nang thc s hu ch cho cacnha quan tr cap cao va cap trung Viet Nam trong viec hoach nh

chien lc chuoi cung ng trc boi canh moi trng canh tranhngay cang thach thc hn.

Do cac nguyen tac cot loi nay co quan he chat che vi nhaudo o nhom bien dch khuyen khch oc gia nen oc theo th t tchng 1 en chng 6. Ben canh o, phan phu luc e cap kha chitiet ve mo hnh SCOR (Mo Hnh Tham Chieu Hoat ong ChuoiCung ng) cung la mot cam nang hu ch cho oc gia khi tienhanh ng dung quan tr chuoi cung ng vao thc te. Ngoai ra, e

hieu sau them ve mo hnh SCOR (cac hng dan chi tiet va capnhat) va cac kinh nghiem ng dung thc tien, oc gia haytruy cap vao trang web www.supply-chain.org cua Hoi ongChuoi Cung ng hoac lien he vi ban bien tap theo a [email protected].


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a. 15

Nhng chu thch cua ban bien dch trong cuon sach nay cviet tat la (ND), chu thch cua tac gia c viet tat la (TG).

Trong qua trnh bien dch va bien tap, do ay la cuon sach velnh vc kha mi me, khong the tranh khoi sai sot, chung toi ratmong c oc gia lng th va gi th ong gop cho chung toi.

Th ong gop va trao oi y kien xin vui long gi email:[email protected]

Tran trongBan ieu hanh d an SCMBookSeries, cong ty SCM



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Li noi au

Li cam n

Trng hp Eli Lilly: Chuoi cung ng ho tr quan tr vong isan pham

CHNG 1Nguyen tac cot loi th 1: Hay coi chuoi cung ng cua ban nh lamot tai san chien lcNam thanh to chu chotBon tieu ch cua mot chien lc chuoi cung ng totChien lc cho tng lai

Trng hp Autoliv: ng dung khoa hoc phan lc vao chuoi cung ng

CHNG 2Nguyen tac cot loi th 2: Phat trien mot cau truc quy trnhtong the

Bon kiem tra cho cau truc chuoi cung ngCam nang xay dng cau truc quy trnhBa cap o cao nhat cua mo hnh SCORNam quy trnh quan ly chuoi cung ng tong theCac quy trnh cho tng lai

Trng hp Avon: Tap trung vao hieu qua chi ph khach hang

CHNG 3Nguyen tac cot loi th 3: Thiet ke c cau to chc hng tihieu quaThay oi c cau to chc: Mot qua trnh khong ngng nghS tien hoa cua to chc chuoi cung ngCac nguyen tac hng dan thiet ke to chcGianh c s ton trong cho chuoi cung ngMo hnh to chc cho tng lai

a.12

a.19

a.32

2

13

142952

54

67

689196

106121

124

139

140148151167176

MUC LUC Trang


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191196201204228

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Trang

Ho s Owens Corning: Tai to chc cho mot tng lai sang lan hn

CHNG 4Nguyen tac cot loi th 4: Xay dng mo hnh cong tac ungCong tac la mot dai quang pho rongTm cho ung trong dai quang phong dan ti cong tac thanh congCong tac cho the he tng lai

Ho s Bo Quoc Phong My: Lam cho uoi nho hn va rang chac hnCHNG 5Nguyen tac cot loi th 5: S dung bo o lng e nh hng sthanh congTai sao phai o lng?Quan ly hieu qua hoat ong bang bo o lngBo o lng nao?Trng hp ien hnh: Quan ly hieu qua hoat ong tai 3ComQuan tr hieu qua hoat ong cho the he tng lai

Ho s General Motors: Hng ti s hai long cua khach hang

CHNG 6Lo trnh nh hng en s thay oiHe thong hien ai thoi cha uCac ac tnh cua the he tng laiXay dng lo trnh nh hng

Trng hp cong ty Seagate Technology: ap ng nhu cau tc thi

Phu luc A: Nguon va phng phap luan cho lap chuan d lieu

Phu luc B: Mo hnh cac giai oan trng thanh chuoi cung ng

Phu luc C: So sanh cac ac iem cua cac chuan o lng cap o 2 va3 trong mo hnh SCOR

Muc luc


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Li noi auang le cuon sach nay phai ra i sm hn. Chung toi, nhngngi PRTM1,muon viet cuon sach nay cach ay mot thap ky.Song tai thi iem o chung toi mi ch suy oan c ve tng laiphat trien cua quan tr chuoi cung ng se la mot nguyen tac quantr cot loi. Chang han nh, chung toi dng nh a anh gia thaptac ong cua cong nghe thong tin va bo qua mot so thc hanh totnhat2 von ang gay tieng vang. Cuon sach nay la thanh qua cua

hn 15 nam nghien cu, lap chuan3, va t van cho khach hang PRTM cung nh be day kinh nghiem cua cac tac gia - nhng congs cua PRTM - Shoshanah Cohen va Joseph Roussel.

Vi kinh nghiem uc rut t hang loat cac d an ve chuoi cungng hn 600 to chc, thong qua cuon sach nho nay chung toimong muon mang lai cho oc gia mot cai nhn sau sac ve ly luanva thc tien ang pho bien ve quan tr chuoi cung ng. Chung toicung se cung cap cho oc gia mot cach tom lc nhng sang kien

cai tien chuyen oi chuoi cung ng nhieu cong ty ln, trong oco ca Bo Quoc Phong My - mot to chc chuoi cung ng ln nhatthe gii. Cuoi cung, chung toi se bay to cac quan iem cua mnh vecac thach thc trong tng lai trong xay dng va phat trien chuoicung ng canh tranh, hng ti khach hang.

Cuon sach nay tap trung vao hien tai va tng lai; ngay taiphan Li Noi au nay chung toi hi vong se em lai mot cai nhnmang tnh lch s ve cac nguyen tac quan tr chuoi cung ng phobien vao nhng nam 90 va nguon goc cua nhng khoan au tkhong lo vao He thong hoach nh nguon lc doanh nghiep tongthe (ERP) va He thong hoach nh va lap lch trnh tien tien (APS)tai hau het cac tap oan ln tren the gii.

Chung ta hay quay lai nguon goc cua nguyen tac quan tr chuoicung ng pho bien vao cuoi nhng nam 1800. oan trch di ay

1. Hang t van Pittiglio Rabin Todd & McGrath (PRTM). (ND)2. Nguyen van: Best practice3. Nguyen van: Benchmarking

Li noi au


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a. 21

chuyen lap rap mau o to Model T4

, nhng co le chung ta lai tbiet en cach chuoi cung ng c xay dng e ho tr cho daychuyen lap rap Model T .

Phng thc phan cong lao ong cua Ford trong san xuat oto Model T a phat sinh yeu cau cac ky s va ngi hoach nhnguyen lieu phai am bao co c ung nguyen lieu giao enday chuyen san xuat vi ung so lng va ung thi iem. Motnguyen tac quan ly mi a ra i giup at c hieu suat t phan

cong lao ong trong san xuat hang loat: nguyen tac ve mua hangva giao hang trc tiep en day chuyen.

Nh Womack, Jones, va Ross giai thch trong cuon sach xuatban nam 1991, The Machine That Changed the World (Co MayLam Thay oi The Gii):

Henry Ford van cha thoat khoi vai tro cua mot nha lap rap khiong ta m nha may Highland Park. Ong mua ong c va khunggam t cong ty Dodge Brothers, sau o ghep them mot loat cac

linh kien khac t mot loat cac cong ty khac e tao nen mot chiec xehoan chnh. Vao nam 1915, Ford a chuyen sang t san xuat caclinh kien va rat thanh cong trong qua trnh tch hp cac mang naylai Ford muon san xuat toan bo chiec xe tai mot ni sau o ban itoan the gii. Nhng he thong van tai luc bay gi khong cho phepvan chuyen vi so lng ln o to mot cach suon se, an toan, khonggay h hai g Vao nam 1926, o to cua Ford c lap rap hn 36thanh pho tren khap nc My va 19 quoc gia khac.

Van e ap ng mot cach hieu nang nhu cau toan cau cac

san pham cong nghe cao a tr thanh ong lc trong cau chuyena quan tr chuoi cung ng thanh mot nguyen tac quan tr cot loi.Trong thi ky 50 nam huy hoang cua san xuat hang loat (1920-1970), viec theo uoi chat lng, hieu suat lao ong va nguyenlieu mi la t tng quan tr pho bien.

Vao chnh giai oan cua s phat trien nen cong nghiep mang

4. Chiec xe hi Model T cua Ford, do Henry Ford san xuat t nam 1908 ti nam 1927, la mau xe hi anh dau moc lch s cho thi ai putAmerican on wheels, thi xe hi bat au c s dung rong rai. (ND)

Li noi au


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tnh toan cau ay, nam 1976 cong ty PRTM cua chung toi ra i.Luc au, chung toi chu yeu cung cap dch vu t van trong lnh vccong nghe cao, noi len cac van e nh san xuat quy mo ln, oimi nhanh, va toan cau hoa. Nhng thach thc ma khach hangcua chung toi oi mat buoc cac nha t van nh chung toi phai aymanh va tch hp nhieu nguyen tac cua thi gian theo cach sangtao va thc te nhat. V du, chung toi sm phat hien ra rang Hoachnh nguon lc san xuat II (Manufacturing Resource Planning II MRP II), san xuat ung thi han (Just In Time - JIT), Kanban5,

quy trnh kiem soat thong ke (Staticstical Process Control SPC),quan tr chat lng toan dien (Total Quality Management TQM),va quan ly quy trnh co the phoi hp vi nhau mot cach thong minhe em lai nhng ket qua vt troi. Vao gia nhng nam 1980,chuoi hoi thao gom cac nha quan tr vi chu e chien lc hoatong ma cong ty PRTM chung toi to chc, ai dien cho AmericanElectronics Association (Hiep Hoi ien T My) a thao luan vequy trnh tch hp cac phong ban lien quan ma thi iem o chungtoi a goi la quan tr chuoi cung ng.

Vao nam 1986 chung toi a thc hien mot nghien cu ckhach hang tai tr ve chien lc san xuat toan cau cua gan 100cong ty cong nghe cao hang au the gii. (Nghien cu nay cthc hien lai vao nam 1989-1990 va mang ten S Troi Day cuaCac Tap oan Tch Hp Toan Cau). Ket luan sau nghien cu lachung ta ang bc vao giai oan tch hp toan cau gia cac khuvc kinh te va phat hien ra rang chnh cac quy trnh chuoi cungng cot loi c ngh la em lai li the canh tranh quan trong.

Vao nam 1988, George Stalk Jr a ang mot bai bao co scanh hng sau sac mang ta e Thi Gian - Nguon Li The CanhTranh Mi tren tap ch Harvard Business Review. Bai bao cuaStalk a a yeu to thi gian nh la mot thc o mi trong quytrnh quan ly chat lng va chi ph. Va roi vao nam 1989 cac cs thc tien va ly luan cho quan tr chuoi cung ng a chc nanghng ti khach hang e gianh s canh tranh a ra i.

5. Kaban - Tieng Nhat la the ( thng bang go). Kanban c dung lam tn hieu e kiem soat so lng san pham hay nguyen lieu trongqua trnh san xuat. V du tai au cuoi cua day chuyen san xuat, neu ta thay co the nam v tr quy nh th co ngha la co 3 san pham vac hoan tat. (ND)


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a. 23

Nhng thc tien ay a c ng dung ket hp trong mot dan quan trong cua cong ty PRTM vi khach hang. Vao nam 1989-1990, Rick Hoole, giam oc PRTM, a lam viec vi Fred Hewittcua tap oan Xerox e anh gia cac c hoi giup Xerox quan tr quytrnh a chc nang tch hp toan cau. Nhom d an phoi hp giaPRTM va Xerox a i en ket luan rang co bon quy trnh chuoicung ng cot loi ma Xerox can phai quan ly - hoach nh, muahang, san xuat, va giao hang. Xerox sau o thanh lap mot nhom dan e ng dung cac ket qua nghien cu ay va hien thc hoa cac li

ch sau khi ng dung len ti 2 phan tram doanh so trong nhng namtiep theo o.

Mot trng hp nhan thc sm ve quan tr chuoi cung ngkhac o la cong ty Digital Equipment Corporation (DEC). Cong tynay a cong tac vi PRTM chung toi thc hien d an au tien trongmot loat nghien cu so sanh hieu qua hoat ong chuoi cung ngtch hp vao nam 1991 c tai tr bi IBM, DEC, Xerox, LotusDevelopment Corporation, va NCR. e bao am nghien cu naycua chung toi khong ri vao trng hp ch la bo ghep cac thc

o chc nang vi nhau, PRTM a no lc xay dng mot bo thc ochuoi cung ng a nganh hoan toan mi. ay la mot s kien noibat bi vao thi iem o, lan au tien khai niem tong chi ph chuoicung ng tnh theo c s cac hoat ong chia nho va thc o thigian quay vong cua tien mat (cash-to-cash cycle time) rat pho bienngay nay c xay dng.

Vi cac quy trnh chuoi cung ng va he thong lap chuan cxac lap ro rang (hoach nh/mua hang/san xuat/giao hang), PRTM

a co the a ra hng tiep can mi ve quan ly hoat ong toan cau- mot cach tiep can em lai nhieu li ch thiet thc nhng oi hoinhieu s thay oi trong cac doanh nghiep.

Vao thang 6 nam 1994, nhng cong ty a tng tham gia vaocac d an cua PRTM a cung chung toi phoi hp vi ba trng aihoc hang au (MIT, Stanford va Pennsylvania State) thanh lap mot

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cong xooc xiom ve Chuoi Cung ng (Supply Chain Consortium).Muc ch cua to chc nay la truyen ba nhng thanh cong cua chuoicung ng tch hp en tat ca cac nganh cong nghiep khac nhau. Tochc nay co bon muc tieu chnh trong giai oan au phat trien cuamnh bao gom:

Xac lap nh ngha thong nhat ve chuoi cung ng Xac lap cac thc o chung, quan trong nhat ve hieu qua

hoat ong chuoi cung ng

Xay dng cau truc e xem xet, thao luan va ng dung cacthc o chuoi cung ng Truyen ba va chia se cac kinh nghiem thc hanh tot nhat

cua chuoi cung ng cung nh cach thc ng dung

Di s lanh ao cua PRTM, to chc nay a thanh cong viviec xay dng cac bo thc o tao c s thiet lap mo hnh ThamChieu Hoat ong Chuoi Cung ng mi (SCOR) c phat trienhai nam sau o. Thong qua to chc Hoi ong Chuoi Cung ng,mo hnh nay hien nay a c chap nhan rong rai trong nhieu nganh.

Tai thi iem ma phan ln cac cong viec tien phong nay gan

hoan tat My, th thang 1 nam 1992 cung la thi iem d bohang rao mau dch gia cac thanh vien trong Cong ong Kinh TeChung Chau Au (EEC). ieu nay khuyen khch nhieu cong ty tmkiem c hoi xay dng he thong san xuat va phan phoi tch hp taiChau Au thay v tng quoc gia nh mo hnh cong ty Ford Motora ap dung vao nhng nam 1920. Vi viec phat trien cac thc ova cau truc quan tr chuoi cung ng trong ieu kien mi, PRTM

a giup nhieu khach hang van dung chuoi cung ng theo mo hnhhoach nh/mua hang/san xuat/giao hang e xay dng c s hoatong tch hp tai Chau Au.

Pitney Bowes la mot trong nhng cong ty nhan thc sm vephng phap quan tr chuoi cung ng tch hp. Tai thi iem ay,hoat ong san xuat va che tao cua cong ty rat phc tap, dan en


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chi ph cao va s cham chap trong viec hoan thanh n hang cuakhach hang. Vao thi iem nam 1992, he thong ERP tch hp chara i; thc te la phan ln cac cong ty eu ap dung mo hnh hoatong rieng re tren tng quoc gia a dan ti viec co lap thong tin ven hang va ton kho theo tng quoc gia. e xay dng mo hnh tchhp a chc nang (va a quoc gia) hng ti canh tranh da vaothi gian, Pitney Bowes a ng dung mot giai phap mang tnh congnghe th nghiem cho thiet b t ong in tem th nham ti th trngc. Giai phap la cai at mot may fax ngay trong nha may Anh.

ieu nay cho phep in c nhieu bien the cua con tem theo tngn hang cu the cua moi quoc gia, giup giam thi gian giao hangen vai tuan va loai bt ton kho thanh pham va hoat ong cau hnhngay tai tng kho hang cua tng quoc gia.

Vao nam 1994, PRTM cung a lam viec vi ICL Computersva Siemens Nixdorf, Ltd tai Anh Quoc e xac lap cau truc chuoicung ng tch hp bang mo hnh quy trnh hoach nh/mua hang/san xuat/giao hang. Trong ca hai d an nay chung toi a s dungmo hnh thiet ke quy trnh t tren xuong, ng dung mo hnh xay

dng d lieu logic bon cap o, trong tam cua Phng Phap PhanTch He thong C Cau (SSADM)6, mot mo hnh giai oan au cuaphng phap CASE sau nay chung toi a ng dung vao thiet kequy trnh tch hp. Cach tiep can mo hnh hoa a tr thanh mot bocong cu t van chuoi cung ng cua PRTM.

Vao nam 1995 van cha co mot quy chuan nao giup khachhang co the anh gia gia tr mang lai t viec ng dung he thongERP mi xuat hien. Chung toi a cong tac vi AMR va nhom cac

ai dien cua cac khach hang ang knh cua chung toi e phat trienmot mo hnh tham chieu quy trnh chuoi cung ng. Nhieu khachhang a cung cap cac thong tin au vao va tham gia vao anh giaket qua cua nhom cong tac phat trien mo hnh nay. Va the la taiBoston, thang 11 nam 1996, mo hnh SCOR a c gii thieu tiai dien gan 100 cong ty ln. Buoi hop mat nay a tien ti viechnh thanh Hoi ong Chuoi Cung ng (Supply-Chain Council-

6. Nguyen van: Structured Systems Analysis and Design Method (SSADM) la mot phng phap he thong e phan tch va thiet ke cac hethong thong tin. (ND)

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SCC), chnh thc khai trng vao mua xuan nam 1997 vi vai trola mot to chc oc lap phi li nhuan. Mo hnh SCOR sau o cchuyen giao cho SCC quan ly va ho tr phat trien thong qua cacnghien cu, ng dung va truyen ba. Cho en nay SCC a quy tuc hn 800 cong ty tren toan the gii tham gia.

Ke t nam 1997, sau bay nam phat trien, quy tu va chon lanhieu kinh nghiem thc hanh tot nhat, quan tr chuoi cung ng atr thanh mot trong nhng chu e ln va cung la thach thc ln

oi vi nhieu cong ty. Nhieu cong ty cho rang cac thach thc trongquan tr chuoi cung ng ch la viec la chon va ng dung cac hethong ERP va APS. Tuy nhien sau khi ap dung cac ng dung nay,cac cong ty nhan ra rang ho van phai oi mat vi viec lam thenao e quan ly cac nguyen tac cot yeu cua quan tr chuoi cungng. Khong giong nh nhng nam au thap nien 90, cac giam occhuoi cung ng ngay nay c trang b nhieu cong cu ho tr quanly chuoi cung ng, bao gom he thong thong tin tch hp, cac chuanso sanh chi tiet, mo hnh SCOR hoan thien, va cong ong ongao cac chuyen gia hoat ong trong lnh vc phat trien chuoi cung

ng. Thach thc trong thap ky ti se la trien khai rong khap cacnguyen ly co san va tiep tuc a cac nguyen ly nay len mot tamcao mi.

Cuon sach nay se ban ve tng lai ch khong phai qua kh.Cuon sach la s tap hp va cau truc lai cac kinh nghiem thc hanhtot nhat pho bien hien nay thanh 5 nguyen tac cot loi:

1. Xem chuoi cung ng nh la mot tai san chien lc

2. Phat trien mot cau truc quy trnh tong the au cuoi3. Thiet ke to chc chuoi cung ng e at hieu qua cao nhat4. Xay dng mo hnh cong tac ung5. ng dung cac thc o e thuc ay hieu qua kinh doanh

e lam c ieu o, cuon sach nay se ch ra cac kinh nghiemmi, co xu the quyet nh s canh tranh trong tng lai. Cac kinh


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nghiem thc hanh nay se c tong ket va ban sau phan ket luancuoi moi chng.

Trong Chng 1, chuoi cung ng c xem nh la mot tai sanchien lc, ieu ma cac cong ty hang au a lam c nhng laiang la thach thc cho nhieu cong ty khac. Phan ln cac cong tyvan khong co mot chien lc chuoi cung ng c xay dng vatruyen at ro rang. Khi c yeu cau xay dng, nhieu ngi atha nhan rang ho tham ch khong biet lam the nao va lam sao

co c s ong thuan t cap lanh ao cao nhat. iem mau chotcua van e nay chnh la viec la chon c s cua canh tranh: lieuco phai la ve chi ph, oi mi, chat lng hay dch vu? au la cacmo hnh toan toi u can ap dung, c s kien thc, cac la chon vac che ra quyet nh? Neu khong nam c cac yeu to nay, chachan la khong de dang oi vi ban quan tr trong viec ra quyet nhla chon cac cap o ton kho toi u e at c cac cap o dch vukhach hang mong muon. Cho du co kho khan en au th au tienvan phai quyet nh xem au la c s canh tranh thc s cua cong ty.

Neu viec phat trien va truyen at chien lc chuoi cung nga la mot cong viec kho khan, th se con kho khan hn e lam saotch hp chien lc chuoi cung ng vi chien lc phat trien sanpham va marketing. Mot khi ca ba chien lc ay co the khp cvi nhau th cong ty co quyen hi vong thu ve mot mc doanh so caohn trong mot chu ky phat trien cua san pham, co the mang enkha nang ap ng yeu cau khach hang sieu hang va hoat ong vichi ph thap hn oi thu cua mnh. Cac tac gia a ban en kha nangbien oi thch nghi la nang lc can thiet oi hoi khong nhng bi

thay oi t khach hang hay bi oi thu ma con bi chnh t s canthiet phai phoi ket hp cac chien lc t ben trong.

Chung toi nhan thay rang nhieu cong ty a tao c nhngbc tien vt bac e at en cai ma cac tac gia mo ta trongChng 2 - Phat trien mot cau truc quy trnh tong the - la s giann. ieu nay ac biet ung vi cac tap oan co lch s phat trien

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lau dai va vi tam phat trien toan cau khi ma ho can phai gian nhoa quy trnh cua mnh e ngay cang canh tranh hn.

Khi nghien cu ve nhng thach thc trong tng lai, chung toico the phat hien rang chnh s a dang hoa (san pham va dch vu)la mot nhan to phat sinh chi ph va giam hieu nang tai nhieu congty. Nhng tiec la cac cong ty thng khong co quy trnh quan ly vaphan tch en yeu to nay. Co le xuat phat t nguyen nhan la chienlc khong tch hp a lam cho viec quan ly s a dang hoa ngay

cang tang tr nen kho kiem soat.Nhng ky nang can thiet nao e co the quan ly chuoi cung

ng trong tng lai? Trong Chng 3 cac tac gia a a ra cau trucva cac v du minh hoa cho nguyen tac cot loi th ba - o la thiet keto chc chuoi cung ng e at c hieu qua hoat ong tot nhat.ay la lnh vc thach thc ln cho ca bo phan chuoi cung ng vanhan s. Chung toi a chng kien nhieu cong ty a phai vat lonrat vat va e giai quyet van e nay. Cho en gan ay, viec thietke to chc chuoi cung ng ch n gian la viec gom cac phong ban

chc nang rieng re lai vi nhau, at no di mot s lanh ao, trongtrach cua mot ai o. Nhieu cong ty khoanh vung bo phan chuoicung ng, sau o quan sat no hoat ong va trng thanh. Nhng conhieu ieu hn the na can phai lam e co the phat trien mot tochc chuoi cung ng cho tng lai. Lam sao ban co the nh ra aula nhng ky nang se can en e phat trien va quan ly mot chuoicung ng thay oi nhanh va phc tap trong tng lai? Nhng kynang ay la g? Lam the nao ban co the lnh hoi va phat trien no?Ban can phai thue ngoai ti mc nao ma van khong lam ton hai

en gia tr cot loi cua mnh? o la mot vai trong so cau hoi quantrong can co li giai ap.

Trong Chng 4, khi ban ve nguyen tac cot yeu th t - xaydng mo hnh cong tac ung - tac gia lu y chung ta ve cac mohnh cong tac chuoi cung ng pho bien trong thc te nhng trongnhieu trng hp khong mang lai ket qua nh ha hen. Lieu ay


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co phai la trng hp can lu tam bi v bao gi ha hen cungnhieu hn thc te mang lai? Hay lieu co phai do thieu mot cau trucquan tr toan dien e phat trien cac quy trnh quan ly? Hay co lecac oi tac a khong thc te khi e ra cac gia nh nen tang kinhte - nen tang thuc ay ho en s cong tac nay. iem bat au totnhat cho ban cung nh cac oi tac lien quan trong viec thiet lap vaquan ly moi quan he oi tac la oc Chng 4 cua cuon sach nay vasau o anh gia mot cach trung thc ve cac moi quan he cong tachien nay cua mnh.

Vay chuoi cung ng cua ban hoat ong the nao? Lam the naoban co the biet c tnh hieu qua cua chuoi cung ng? Nguyen taccot loi th nam - ng dung bo thc o e thuc ay thanh cong - sehng dan ban dung cong cu o lng e quan tr chuoi cung ngmot cach hieu qua. Khong n gian ch la viec thu thap cac conso, mot bo thc o ung co the em lai nhieu thong tin ve sckhoe cua moi quy trnh chuoi cung ng cot loi cung nh phat hienra cac van e kho khan can tap trung giai quyet. Quan trong nala viec quan tr hieu qua hoat ong ung se giup ta luon i theo

ung hng, phu hp vi chien lc kinh doanh tong the cuadoanh nghiep.

Chng 5 ban ve cach la chon cac thc o giup truyen camhng at ti hieu qua mong i cung nh cach thc thiet lap cacmuc tieu quan trong. Cac tac gia a nhan manh ti tam quan trongcua s can bang - viec phai nhn nhan hieu qua hoat ong t phngdien ben trong va t pha khach hang, cung nh nhu cau phat trienmot danh muc bao gom cac thc o tai chnh va phi tai chnh, cac

thc o theo tng phong ban va nhieu phong ban, va cac thco giup anh gia s oi mi va cai tien lien tuc trong chuoicung ng.

Khi ma ban phai oi mat vi cac cong viec quan ly chuoi cungng hang ngay, bon be vi cac muc tieu kinh doanh hang thang,hang quy, hang nam, oi mat vi nhng thay oi cua nganh, thay

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oi trong trong tam u tien cua doanh nghiep, th ban rat co thekho ri mat khoi giay t, man hnh vi tnh hay phan xng sanxuat e co the m rong tam nhn cho chuoi cung ng cua mnhtrong tng lai. Chung toi tin rang cuon sach nay giup ban m rongtam nhn, m mong mot chut ve tng lai. ieu nay se giup banthay rang du cho nhng g ban a at c cho en hom nay co toln en au, th van con nhieu c hoi va thach thc pha trc.

Quan tr chuoi cung ng tong the khong ch ban ve logistics

ma con ban ve cach xay dng cac nang lc cot loi tao the manhcanh tranh va mang lai hieu qua kinh doanh cho doanh nghieptrong tng lai.

Gordon Stewart va Mike Aghajanian, ong Giam oc ieu HanhPRTM


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Li cam nT khi thanh lap vao nam 1976, PRTM a khi sang vai tro quantrong cua van hanh - mot thanh to ay bien ong cua the gii kinhdoanh. Nhng nh mot trong nhng nha ieu hanh khi c phongvan trong qua trnh nghien cu trng hp General Motors trongcuon sach nay a lu y rang, chnh nhng nhan vien van hanh mila goc re cua bat ky to chc nao. ieu nay la mot s co vu vngchac cho quan tr san xuat va chuoi cung ng, nhng yeu to a

ong cho s phat trien tong thu nhap quoc dan hang nam cua tngquoc gia tren the gii.

Chung toi hi vong la a nam bat c cai goi la tinh thanong oi trong quan ly chuoi cung ng nhng trang sach nay,ac biet la trong bay to chc a ong y cho phep chung toi vietve ho: Eli Lilly, Autoliv, Avon, Owens Corning, Bo Quoc PhongMy (to chc chuoi cung ng ln nhat the gii), General Motors vaSeagate Technology. Chung toi muon bay to s biet n en cac

nha ieu hanh cua cac cong ty ma chung toi phong van v s vot, am me trong cong viec va mong muon chia se quan iem minhat cua mnh vi ngi khac. Cac cong ty ong y cho chung toila chon bi v ho a hieu ro vai tro chien lc cua chuoi cungng trong kinh doanh cua mnh va a tham gia vao cac sang kienchuyen oi quy mo ln e tan dung nhng gia tr em lai t cackhoan au t vao chuoi cung ng, tao ra vong quay thu hoi vonau t tot hn vao cai tien quy trnh va cong nghe, ong thi thietlap mot chuoi cung ng tong the ngay tai cong ty mnh.

Cac phong van c thc hien mot cach song ong nh tainang va kinh nghiem cua cac nhan vien truyen thong xuat saccua PRTM. Victoria Cooper, Giam oc truyen thong cong ty, alanh ao d an cuon sach nay t au en cuoi, ngi a thiet lapmot tam nhn ro rang ve cau truc va noi dung, cung nh quan lytat ca cac kha canh cua d an ong thi tap hp cac mang khacnhau cua cuon sach thanh mot ban hoan chnh. Co a thc hien


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nhieu cuoc phong van phuc vu cho cuon sach. Chung toi cung bietn Martha Craumer, Bien tap vien khu vc ai Tay Dng, ngia ong gop vao s phat trien cua cuon sach, ong thi cung thchien nhieu cuoc phong van, nhng ieu quan trong nhat, co a lientuc buoc chung toi phai lam ro cac t tng cua mnh. Vi kynang bien tap cua mnh, Martha a lam cuon sach nay tr len cuonhut hn.

Chung toi cung muon cam n Sherrie Good, Bien tap vien khu

vc Thai Bnh Dng, ngi a kien nhan thc hien viec tham nhtnh xac thc vi mot quy trnh ton kem thi gian ve cac oan vanlien quan en cac khach hang va cong ty khac c trnh bay trongcuon sach. Chung toi muon gi li cam n en ngi tr ly bien tapcua mnh, Bridget Brace, ngi luon am bao chung toi tuan thucac hng dan ve van phong va cau truc ma nha xuat banyeu cau.

Chung toi cung cam n Erick Schubert, Giam oc nghe thuatcua PRTM, trong viec xay dng cac bang bieu cho cuon sach nay.

Cac giam oc sau ay a tham gia vao viec xay dng cac trnghp ien cu theo tng moi quan he ma ho co c: ShoshanahCohen va Jan Paul Zonnenberg vi trng hp Lilly; Bob Pethickvi trng hp Autoliv va GM; Brian Gibbs vi trng hp Avon;Amram Shapiro va Steve Pillsbury vi trng hp Owens Corning;Jeff Berg va Mike Finley oi vi trng hp Bo Quoc Phong My;va Mike Anthony oi vi trng hp Seagate Technology. Chungtoi cung biet n Jennifer Parkhurst ve s ong gop cua co trongtrng hp nghien cu ve Lilly.

Va chung toi cam n chuyen vien phan tch cua PRTM laPranay Agarwal, Paul Ibarra, Amanda Jenkins, Chris Barrett, NeilKansari, va Andrew Yiu cho nhng nghien cu cua ho ve cac congty noi tren cung nh sc manh va lch s trong quan tr chuoi cungng cua cac cong ty khac. Chung toi cung cam n cac nha bao tdo: Michael Cohen va Michael Lecky, ve s ong gop cua ho encac trng hp Autoliv va Bo Quoc Phong My.

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Cuon sach nay se khong ra i neu khong co s xuat sac cuaCraig Divino, cu giam oc PRTM ngi ma trong 25 gan bo vicong ty a nghien cu rat nhieu thach thc chuoi cung ng nhieucong ty tai Chau Au. Chung toi cung biet n Gordon Stewart, Giamoc ieu hanh khu vc ai Tay Dng cua PRTM bi s trai nghiemva kham pha cua mnh ve lch s cua PRTM trong vai tro tienphong trong quan tr chuoi cung ng ma ong a viet phan LiNoi au.

Trong qua trnh xay dng nam nguyen tac cot loi ma ban sekham pha sau ay, co s ong gop cua nhieu nhan vien tai nhieuvan phong khap ni tren the gii cua PRTM:

oi vi Chng Chien Lc, chung toi biet n TomGodward, Bob Moncrieff, Craig Divino, Jim Welch, vaBrad Householder.

oi vi Chng Quy Trnh, chung toi biet n Didier Givert,Jakub Wawszczak, Craig Divino, Torsten Becker, HansKuehn, va Brad Householder, nhng ngi a ong gopcac y kien quan trong cho cac nh ngha ve nam quy trnh

chnh hoach nh, mua hang, san xuat, giao hang va thu hoiva cach chung phoi hp e hnh thanh nen mot chuoi cungng tong the. Chung toi cung cam n Paul Cantrell, ngia co mot so nghien cu ve cac v du trong chng nay, vaPeter Vicker, ngi a cung cap thong tin quan trong vebon th nghiem ve kien truc cua chuoi cung ng.

oi vi Chng To Chc, chung toi biet n Kate Fickle,Gordon Stewart, Bob Moncrieff va ac biet la Craig Kerr,ngi a cung cap cau truc cho s tien hoa to chc chuoi

cung ng. oi vi Chng Cong Tac, chung toi cam n Steve Palagyi,

Gordon Stewart, va Tony Paolini. oi vi Chng Thc o Hieu Qua Hoat ong, chung toi

cam hn Gary Galensky, Robert Chwalik, va Rick Hooleve cac nghien cu oi vi cac v du trong chng nay.

oi vi Chng Lo Trnh nh Hng S Thay oi, chung


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toi biet n Didier Givert, Craig Divino, Craig Kerr, JakubWawszczak, Harald Geimer, va Brad Householder ve s onggop y kien oi vi cac suy ngh cua chung toi.

Mot trong nhng sc manh ln nhat cua PRTM chung toi lakha nang lap chuan. Chung toi a lap chuan hieu qua hoat ongtrong nganh cong nghe cao ke t gia nhng nam 1980 va a mrong sang cac lnh vc khac - nh la hang tieu dung - t vai namtrc. Chung toi a khong the hoan thanh li ha cua mnh la t

van da tren thc te va ket qua neu khong co s ho tr khongngng ngh cua chi nhanh lap chuan, Performance MeasurementGourp, LLC, c lanh ao bi Michelle Roloff. Ba a danh squan tam ac biet en cac chng ve quy trnh va o lng, ongthi co nhng ong gop quan trong vao noi dung cua cac chngay. Chung toi cung se khong co c thong tin va phan tch trongcuon sach nay neu khong co kinh nghiem cua Julie Cesati, Chuyenvien phan tch cap cao cua PMG ve cac nghien cu chuoi cung ngcung nh s ho tr ngay t au bi Chuyen vien phan tch kinhdoanh cua PRTM, Neil Kansari.

Cuon sach ve lnh vc nay cung kho ma co the ra i neukhong co nhieu nam kinh nghiem lam viec tai PRTM. Vi hn 600d an tham gia ve chuoi cung ng vi khach hang a giup chungtoi hieu c ieu g la mi nhat, ieu g ang sap xay ra, va aula nhng thc hanh chuoi cung ng cua tng lai trong boi canh cos ho tr cua quy trnh va cong nghe. Chung toi cam n tat ca caccong ty, that vinh hanh cho chung toi khi c lam viec vi ho.

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Quan Tr Chien Lc Chuoi Cung ng2

Trng hp Eli Lilly:Chuoi Cung ngho tr quan trvong i san pham

Mot cong ty dc pham luon phai thc hien tot hai viec: sang chera san pham mi, ong thi kien tao va ap ng nhu cau ve sanpham mi tren th trng. Roi khi mot san pham mi trai qua quatrnh phat trien phc tap - vi nhng no lc phi thng - th nguyentac so mot la khong bao gi e het hang. ay chnh la luc chuoicung ng bat tay vao viec.

Eli Lilly la mot trong nhng cong ty dc pham hang au thegii. Vi doanh so 11 ty o la My, cong ty nay ban san pham cuamnh tren 159 quoc gia vi 43 nghn nhan vien. Cong ty co tru stai Indianapolis nay chuyen che tao dc pham cha benh baogom thuoc ha sot, thuoc an than, cha tr ung th va loang xng.

Lilly cam ket au t vao nghien cu oi mi san pham 19

phan tram doanh thu hang nam, khoang 2 tyo la My. Khoan chi ph khong lo va mc orui ro cao cua hoat ong sang che, phat trienva th nghiem cac san pham mi ong nghavi viec cac cong ty trong nganh dc phamthng phu thuoc vao mot hoac hai san phamdan au vi doanh thu chiem ty trong ln hn

Lilly chi khoang19 phan tramdoanh so vaohoat ong R&D


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ca. Khi mot bang sang che cho nhng san pham o het han, th tacong ve mat tai chnh len cong ty la rat ln.

Lilly cung a suyt ri vao tnh trang suy thoai tram trong khimot phan quyet bat ng c a ra vao nam 2000 rang bang sangche cua cong ty ve Prozac, mot san pham inh cua cong ty chiemti 20 phan tram doanh thu, se het han vao nam 2001 - tc la smhn ba nam so vi d kien. Trong vong sau thang, cac oi thu khaca tranh thu hut het hn mot na doanh so cua Prozac.

Tien lieu trc kha nang nay, Lilly a tang toc cac no lccho R&D vao cuoi thap nien 90. Ngay nay, cong ty a c xemnh la mot nha san xuat manh nhat, vi cac san pham moi giaioan phat trien - t giai oan phan tch ban au, en giai oan thnghiem lam sang cuoi cung. Cac ke hoach ay tham vong cua Lillytrong tng lai bao gom viec tung ra hai hoac bon san pham mimoi nam trong nhieu nam ti va nhan oi doanh thu.

e giai quyet bai toan tang trng va

ng dung cong nghe san xuat mi, ga dcpham khong lo se phai tang gan gap oipham vi san xuat trong chuoi cung ng cuamnh. Hn na, nhieu hoat ong san xuatthue ngoai cung c a vao trong ke hoachnay. Chien lc ang ky7 se buoc Lilly conhieu khu vc san xuat phuc vu tng khu vcth trng giup tang s linh hoat va tin cayong thi bao toan von au t.

Ken Thomas, giam oc d an chien lcsan xuat va chuoi cung ng (director of man-ufacturing strategy and supply chain projects)8 giai thch Vi viectang gap ba chung loai dc pham, tang gap oi so nha may sanxuat, va nguon cung th ngay cang phc tap, thach thc thc s vichung toi la lam sao quan tr c s phc tap kho tin o.

e giai quyet

bai toan tangtrng, Lilly ang

tang gap oixng san xuat,

t 20 len con so40, phan ln la

s dung cac nhasan xuat theo

hp ong.

7. Nguyen van: Registration strategy - Y tac gia muon noi en viec ang ky lu hanh dc pham. Theo o moi quoc gia se co nhng quynh khac nhau ve cap giay phep lu hanh dc pham vi thi han khac nhau. (ND)8. Xuyen suot cuon sach nay co nhieu chc danh co the rat xa la vi ban oc Viet Nam, nen sau moi chc danh dch sang tieng Viet, chung

toi se gi nguyen chc danh tieng Anh ngay ben canh e ban oc tien tham khao va truy van. (ND)

TRNG HP ELI LILLY: Chuoi Cung ng ho tr quan tr vong i san pham


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THUOC CU MANG VA GIA AT CUA VIEC THIEU HANGCac cong ty dc pham co cach tiep can ac thu oi vi quan trchuoi cung ng. Qua nhieu ton kho khong phai la t co nhieu yngha e s dung khi mang song cua con ngi ang gap nguyhiem. Trong nhieu nganh cong nghiep khac chi ph hang ban khacao so vi gia ban do o li nhuan thng kha thap. Dan ti caccong ty co khuynh hng tap trung vao kiem soat chi ph chuoicung ng bang viec giam thieu ton kho va cai thien hieu nang. Do

o, bo l mot vai c hoi ban hang oi khi co the kem quan tronghn quan tr ton kho. Trong nganh dc pham, ieu nay hoan toanngc lai: mang song va sc khoe cua conngi phu thuoc vao nguon cung cap ngaylap tc cua thuoc men. Bat ky viec khongthe cung cap u thuoc men lam anh hngen sc khoe cua con ngi eu khong thechap nhan c. Tren phng dien tai chnh,viec l mot c hoi ban hang eu b coi lamot hoat ong kinh doanh toi. Chi ph hangban cua nganh nay kha thap so vi gia ban,nen li nhuan tng oi cao si vi nganhkhac chnh li nhuan cua mot so san phamthanh cong se la nguon tai chnh tai au tvao co may R&D. Mot san pham mi, banchay co the em lai doanh thu hang trieuo la ch trong vong vai thang, va luc cao

iem, doanh so co the len ti 10 trieu o la My mot thang. Chnhv vay cac van e cua chuoi cung ng du trong ngan han c coi

la rat nghiem tuc. o chnh la ly do tai sao Lilly tap trung cac nolc quan tr chuoi cung ng vao, trc het, khong bao gi cphep thieu hang va th hai la co gang gi ton kho mc thap.

Cac san pham sap het han cung gay ton kem nhieu chi ph.Do o, cang lang ph nang lc san xuat vao cac san pham co nhucau thap, th mc li nhuan cang giam. Ngha la quan ly nhu cau

Lilly tap trungcac no lc quan

tr chuoi cungng trc hetkhong bao gi

c phep thieuhang va th haila co gang gi

ton kho mcthap


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va d bao chnh xac la rat quan trong oi vi hoat ong chuoi cungng cua Lilly.

Cong ty v the a xay dng he thong quan tr chuoi cung ngtren cap o toan cau ieu nay phu hp vi ke hoach phat trienay tham vong cua cong ty. Stephan Bancel, giam oc ieu hanhchien lc san xuat, chuoi cung ng toan cau va phan phoi tai Mygiai thch Neu chung toi muon tang quy mo cong ty, th chung toibuoc phai co nhng quy trnh chung, quy trnh toan cau.

QUY TRNH CHUAN HOA TOAN CAU

Trong thap nien 80 va 90, moi nha may thoach nh va lenlch trnh theo cach riengva ch tap trung vao toi u hoa hieu qua cuamnh. Cach san xuat nay se khong phat hienra c nhng hieu nang va nang suat phutroi neu nh tap trung lai trong mot chuoicung ng toan cau - ac biet khi ma cong tyngay cang ln va phc tap hn.

Do vay, vao nam 1997, Lilly a bat auphat trien nhng kha nang cho phep quan tr chuoi cung ng toancau vi he quy trnh, bo thc o, cac thuat ng c chuan hoatren toan the gii, va goi gon tinh hoa ay vao cai goi la chngtrnh Operational Standards Supply Chain Excellence (OSSCE)9.V du, mot phan trong chng trnh OSSCE la cac nha may va chinhanh se phai nang cap hoat ong cua mnh theo nhng tieu chuan

cua chng trnh nay. Viec chuan hoa nay co ngha cac hoat ongt san xuat en phan phoi cho khach hang c hoach nh va lenlch trnh theo cung mot cach tren toan the gii.

Ngoai ra, Lilly a a vao ng dung mo hnh chuoi mang lisan xuat - gom nhom cac nha may vi thiet b va quy trnh chuane san xuat cho tng nhom san pham cu the, nh san pham kho,

9. Tam dch la Hieu Qua Hoat ong Xuat Sac Cua Chuoi Cung ng Toan Cau c Tieu Chuan Hoa. (ND)

Moi loai thuocc phat trienphu hp trong

mot moi trngc trang b

cac bo cong cu

dng san.



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san pham can bao quan lanh sau o say chan khong. Ket qua laviec phat trien cac quy trnh trc khi tung san pham mi a thongnhat oi vi tat ca san pham. Moi loai thuoc c phat trien phuhp trong mot moi trng c trang b cac bo cong cu dngsan. Phng cach nay a giup tiet kiem hang trieu o la My moinam trong khi van thuc ay nang suat va hieu nang. No cung taora tnh an toan cao hn bi cac nha may co the ho tr lan nhau.

Quy trnh chuan cung giup viec d bao nhu cau - nhan to cc

ky quan trong trong s menh khong-bao-gi-bo-l-mot-c-hoi-ban-hang cua Lilly. Trung tam quan tr nhu cau toan cau cua congty la cau noi gia bo phan ban hang, marketing, va san xuat trentoan the gii. Trung tam nay s hu nhng quy trnh va cong cud bao va bao am rang 159 chi nhanh marketing tren toan thegii em lai d bao chnh xac cho san xuat. Cac nha may cua congty eu s dung he thong hoach nh toan cau tren nen web cuahang Manugistics10. Cac cong ty khac ch co the d bao cau chnhxac mot quoc gia hay vung, nhng vi Lilly th s chnh xac aya at ti cap o toan cau. Trung bnh cong ty d bao cau vi

mc o chnh xac 76 phan tram, va My, con so nay len en 90phan tram. au la cha khoa cho kha nang ac biet nay? AllisonLeer, Trng phong quan tr nhu cau toan cau (Manager of globaldemand management), giai thch Chung toi co nhng con ngiac biet xuat sac va ay kinh nghiem trong lnh vc nay, nhngngi san sang gan bo vi cong viec nay mai mai. Ngoai ra,ho con c s ho tr cua he thong quy trnh chuan, t lieu huanluyen tot, va kinh nghiem thc tien tot. S than trong cung la yeuto quan trong. Mc o chnh xac cua d bao c o lng hang

thang. Neu mot th trng b d bao sai hoac khong ay u, th seco ngi phai giai thch can ke.

10. Manugistics la nha cung cap phan mem quan ly chuoi cung ng va hoach nh nguon lc hang au the gii. Manugistics cung la phanmem hoach nh nguon lc va chuoi cung ng ma cong ty cung ten cung cap. (ND)


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TUNG SAN PHAM MIBancel a lanh ao mot d an keo dai vai nam nham tm ra nhngong gop thc s cua quan tr chuoi cung ng vao s thanh congtrong kinh doanh. Nh ong mo ta, trc het la no lc lam sao thietke chuoi cung ng trc, sau o la van hanh chung. Bang cachthiet ke chuoi cung ng ngay trong giai oan phat trien san phamch khong phai i en luc no ra i11 cong ty co the ho tr apng cac yeu cau ve luat le trong nganh dc pham12. ieu nay

giup can bang gia rui ro that bai trong th nghiem lam sang vikha nang ay nhanh san pham ra th trng va am bao kha nangcung ng ay u ngay sau khi san pham c tung ra.

Mot quan tam ln khac o la viec toi u hoa chuoi cung ng.Lilly quyet nh toi a hoa gia tr cua hoat ong san xuat bangviec la chon nhng nhom san pham tot nhat cho mang li sanxuat cua mnh. Cong ty cung quyet nh tnh en kha nang thuesan xuat ben ngoai neu can ay manh doanh so.

Theo Bancel, th quan tr chuoi cung ng a khi ong hieuqua trc ca khi tung ra san pham mi, khoang bon nam trc khiviec thiet ke chuoi cung ng chnh thc bat au. Khoang mot namtrc khi Lilly e trnh mot loai dc pham mi len c quan QuanLy Thc Pham va Dc Pham My (Food and Drug Adminstration- FDA) e c thong qua, mot trng nhom phu trach tung sanpham toan cau (global lauch leader) se c bo nhiem vao trongtrach ay. Nhiem vu cua ngi trng nhom nay la toi a hoa linhuan ve lau dai tai thi iem tung san pham ay nhay cam bang

cac quyet nh ke hoach toan dien tren quy mo toan cau - bao gomphan phoi san pham, xin giay phep lu hanh san pham mi, cungnh huan luyen oi ngu ban hang.

Cung luc ay, nhom quan tr chuoi cung ng bat au len kehoach cho san pham mi, ho phai tra li cac cau hoi nh sanxuat san pham khi nao, au va lam sao mang san pham en

11. ay tac gia ang e cap en quan tr chuoi cung ng cho san pham mi. (ND)12. Y tac gia muon noi en cac quy nh phc tap trong nganh dc pham do chnh phu quy nh. (ND)



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c cac nha ban s va ban le - tat ca eu hng ti thanh congtrong dai han ma van am bao toi u hoa san xuat va phan phoi.Trng nhom phu trach tung san pham (launch leader) se tap hpke hoach san xuat va chuoi cung ng, ieu chnh cho phu hp vicac ke hoach t bo phan marketing, ban hang, th nghiem lamsang va phap che.

Mac du co nhng chuan b ky lng, nhng luon ton tai nhngrui ro khi tung mot san pham mi. Lilly luon chuan b san sang cho

tnh huong nhu cau cao hn d bao

13

nhng neu san pham tr nenpho bien hn nhieu so vi d kien th se tm them nang lc sanxuat hay co the oi hoi mot vai s sang tao. V du, khi nhu cau oivi Cialis Chau Au - mot loai thuoc chong cng dng - vtqua d bao nguon cung cua mnh, cong ty lien tr hoan viec tungsan pham nay mot so quoc gia e am bao nguon cung co thec phan bo phu hp nhng ni a tung ra san pham nay.

TOI U HOA NANG LC SAN XUAT

Lilly co mot bo phan bao am viec quan tr chuoi cung ng toancau cua cong ty. Bo phan nay lam viec vi cac nha may tai tngquoc gia e toi u hoa nang lc san xuat toan cau va phan bo tonkho bang cach quyet nh san pham nao se c san xuat tai auva phan phoi cho th trng nao. Thng th ieu nay co ngha laco nhng thay oi nguon cung ngan han nhng phai trong phamvi ma nhom Hoach nh C S San Xuat Chien Lc (StrategicFacilities Planning Team) a e ra trong dai han. Do phai can tnhat t ba en nam nam e co c mot c s san xuat mi, nen

Lilly phai tan dung toi a nguon lc san co cua mnh tai moithi iem.

Nh cac quy trnh san xuat c tieu chuan hoa nen Lilly cothe toi u hoa nang lc san xuat bang viec xay dng c che luanchuyen viec gia cac nha may. Neu nha may Tay Ban Nha angsan xuat mot san pham nao o vi 90 phan tram cong suat, cung

13. Nguyen van: Upside forecast. ay la tnh huong doanh so ban hang thc te vt mc d bao cao nhat. (ND)


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luc cac nha may Indianapolis (My) va Anh ch san xuat mc60 phan tram cong suat, th cong ty co the phan bo lai nang lc sanxuat trong mang li nha may cua mnh.

Viec luan chuyen cong viec gia cac nha may co the gay lolang cho cac giam oc nha may bi v ho c anh gia da vaonang suat cua mnh. Song, cac no lc khong ngng cua nhom quantr chuoi cung ng cua tap oan ang giup ho nhan ra rang luanchuyen san xuat em lai hieu qua ln hn cho toan cong ty. Jon

Rucker, giam oc chuoi cung ng (director of supply chain) giaithch Hang thang, chung toi tap hp cac bo phan quan tr san xuatlai e anh gia va thong qua nhng luan chuyen nao em lai lich tong the cho cong ty, cho du chung co the gay ra anh hngtieu cc tam thi nao o cho mot nha may. ay la mot bai thc taphanh ve s ong thuan. Tat ca cac nha may eu tham gia vao viectoi u hoa nang lc toan cau trong tam nhn t hai en nam nam.

THAY OI TO CHC

Nhom quan tr chuoi cung ng trung tam co quyen a ra cac quyetnh kinh doanh cung nh cac quyet nh ve san xuat. V du, co veco ly khi ng tren phng dien san xuat, rang viec ngng san xuatcac loai thuoc cu, t benh nhan dung en, e don sc cho san xuatcac san pham co nhieu li nhuan hn. Tuy nhien, tren phng dienkinh doanh, cac thuoc loi thi ay van la mot phan khong the thieutrong danh muc san pham ma benh nhan rat can en no. e thauhieu c ieu nay oi hoi mot tam nhn vt ra khoi mot hoatong san xuat thuan tuy.

Vao cuoi thap nien 1990, Lilly a thiet lap mot s thay oive to chc cua nhom san pham toan cau nham tang cng khanang ay nhanh san pham ra th trng. Nhng nhom phu trach sanpham la mot nhom lien bo phan gom san xuat, y hoc, th nghiemlam sang, marketing va phap che, tap trung cho mot san pham duynhat. Nhom nay se xay dng ke hoach toan cau, tch hp cho san



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pham nay trong suot vong i cua no, baogom ch nh, bo sung, va marketing. Motngi ieu phoi chuoi cung ng, ong vaitro nh mot trung gian gia nhom san phamva chuoi cung ng, giai ngha va truyen taike hoach o thanh cac muc tieu va hanhong cho chuoi cung ng. Theo cach nay,cac bo phan san xuat tren toan the gii sec cung cap cac muc tieu ro rang giup

ieu chnh phu hp san xuat vi chien lcmarketing toan cau cua moi san pham.

Lilly cung xay dng lo trnh ieu hanh to chc san xuat theoquy mo toan cau thay v tng a vung hay quoc gia. Cho ti ganay, cong ty a xay dng c ke hoach hoach nh yeu cau venguyen vat lieu (MRP14) trong ngan han moi nha may va cogang ieu hoa ke hoach ay bang cach ng dung cac mo hnh cungng cho tng san pham rieng le. Trai qua nhieu kho khan ththach do cach tiep can nay mang lai, Lilly nhan ra rang ch co mot

cach giai quyet la toi u hoa mang li cac nha may thay v tngnha may rieng re va toi u hoa nhom cac san pham thay v tngsan pham rieng re. e lam c ieu nay, cong ty a xay dngquy trnh hoach nh ban hang va san xuat toan cau (GS&OP)15 vamo hnh cho phep xay dng ke hoach dai han cho mang lisan xuat.

Moi nha may se ieu hoa gia ke hoach mang li toan caudai han va cac thc te cung va cau cua tng vung, quoc gia trong

ngan han. Muc tieu cuoi cung la toi u hoa san xuat va ton khotren toan bo mang li cac nha may trong khi o chuoi cung ngvan bao am cung ng lien tuc hang hoa. Lilly tin rang o la cachduy nhat e mot quy trnh GS&OP hieu qua.

Mot ngi ieuphoi chuoi cungng ong vai tronh mot trunggian gia nhomsan pham vachuoi cung ng

14. Hoach nh yeu cau ve nguyen lieu (MRP) - Phng phap ra quyet nh ve so lng va thi gian can mua nguyen lieu. ay la thuatng pho bien trong san xuat. (ND)15. GS&OP la t c phat trien t thuat ng Hoach nh phoi hp san xuat va ban hang (S&OP) nhng tren pham vi toan cau. Ve cban S&OP la mot qui trnh hoach nh chien lc giai quyet nhng khac biet gia nhu cau khach hang va kha nang ap ng cua doanhnghiep, t o vach ra ke hoach hanh ong cho toan bo chuoi cung ng. S&OP lien quan en nhieu bo phan trong doanh nghiep nh bo phanmarketing, ban hang, tai chnh, san xuat va hau can. Sau buoi hop S&OP, cac bo phan nay se cung nhau thong nhat tren mot ke hoach,mot con so d bao duy nhat ve hoat ong kinh doanh cua toan doanh nghiep. ay la mot trong nhng thc hanh rat pho bien trong cacdoanh nghiep tren the gii hien nay. (ND)


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D nhien, quan ly mot mang li hoat ong toan cau se trnen de dang hn vi mot he thong thong tin tch hp. Trong thapnien 80 va 90 (the ky 20), Lilly a co mot mang li may tnh noimang khap toan bo cac chi nhanh. Ngay nay, cong ty ang tronggiai oan trien khai he thong Hoach nh Nguon lc Doanh nghiep(Enterprise Resource Planning ERP) ti tat ca cac nha may va tiphan ln cac van phong ban hang. ieu nay cho phep cac trngphong biet c ke hoach san xuat, d bao ban hang, mc ton khova mc o tan dung nang lc san xuat toan dien. Tuy nhien, cho

ti khi hoat ong trien khai hoan tat, th cong viec quan trong canlam chnh la co c cac d lieu ve hieu qua hoat ong can thietcho quan tr chuoi cung ng.

Vi mot th trng ay bien ong, Lilly se phai tiep tuc caitien to chc va nang lc cua quan tr chuoi cung ng e ap ngvi s thay oi cua th trng. C cau to chc quan tr chuoi cungng cua cong ty a trai qua ba lan thay oi trong vong bon namqua, o la mot s tien hoa lien tuc e thch nghi vi cac yeu caukinh doanh. Cong ty tin rang qua trnh khong ngng sap xep lai to

chc la cha khoa giup quan tr chuoi cung ng thanh cong trongnganh dc pham.

TRNG HP ELI LILLY: Chuoi Cung ng ho tr quan tr vong i san phamTRNG HP ELI LILLY: Chuoi Cung ng ho tr quan tr vong i san pham


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CHNG1Nguyen tac cot loi th 1:Hay coi chuoi cung ng cua bannh la mot tai san chien lc

Cung giong nh nhieu doanh nghiep thong thng, ban ch nghen viec thay oi chuoi cung ng cua mnh khi co mot th g o ov - mc ton kho qua cao, khach hang than phien ve dch vu toi,hay mot nha cung cap giao hang tre oi vi mot n hang quantrong. Hoac co le khi mot phan tch lap chuan ch ra rang hieu qua hoatong chuoi cung ng cua ban thap hn so vi oi thu trong nganh.

Neu ban ch ngh ve viec thay oi chuoi cung ng cua mnh

khi co van e, th co le ban a mat c hoi xem chuoi cung ng nhmot th vu kh gia tr e tao ra li the canh tranh ay. Cac cong tynh la Dell, Amazon, Shell Chemical va Airbus ang viet lai quyluat cua canh tranh trong nganh cua ho - va buoc ke theo sau phaico ma bam uoi.

Cac cong ty dan au nh Wal-Mart va Dell hieu rang chuoicung ng co the la mot s khac biet mang tnh song con. Ho lientuc tm kiem nhng cach thc e tao them gia tr va m rong cac

ranh gii cua hieu qua hoat ong. Va ho luon phai sang loc chuoicung ng cua mnh e co the luon i trc mot bc trong canhtranh. Ho biet rang li the canh tranh ngay hom nay se la hang raocan bc oi thu vao ngay mai.

Michael Dell noi tieng la mot ngi tien phong trong nganhcong nghiep may tnh ca nhan. Ong a bien Dell t nha san xuat

CHNG 1 Nguyen tac cot loi th 1: Hay coi chuoi cung ng cua ban nh la mot tai san chien lc


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may tnh ca nhan ang phai vat lon e canh tranh tr thanh motcong ty hang au tren th trng nay bang viec ap dung nhng oimi trong chuoi cung ng nh la ban hang trc tiep en ngi tieudung va san xuat theo n hang. S that, Michael Dell ung lamot ngi nhn xa trong rong trong quan tr chuoi cung ng. Maytnh ca nhan n gian ch la phng cach e ong ap dung y tngxay dng mot chuoi cung ng canh tranh: ban hang trc tiep, sanxuat theo n hang, va van chuyen trc tiep. Sam Walton cung lamot ngi nhn xa khac. Quan he oi tac than ky gia Walmart va

Procter&Gamble e lien tuc bo sung t ong ton kho cho thay scmanh cua viec tch hp vi cac nha cung cap chu chot. e giamhn na viec kem hieu qua va chi ph, Wal-Mart a chuyen muahang t nha phan phoi sang mua hang trc tiep t nha san xuat oivi hau het cac mat hang. Hanh ong nay va mot loat cac hoatong chuoi cung ng ket hp lai a giup am bao li ha lien tucgiam gia 16 - chien lc giup Wal-Mart tr thanh nha ban le lnnhat the gii.

NAM THANH TO CHU CHOT

Hn ca s oi mi, quan tr chien lc chuoi cung ng hng tioi mi. No ang tao ra hnh mau thong nhat thuc ay cac muctieu kinh doanh chien lc cua cong ty ban. e co the ng dungtoi a t chuoi cung ng, ban can phai can nhac nam thanh to vocung quan trong di ay:

Chien lc hoat ong san xuat Chien lc thue ngoai Chien lc kenh phan phoi Chien lc dch vu khach hang Mang li tai san

Cac quyet nh cua ban xoay quanh cac thanh to nay va cache chung phoi hp vi nhau se nh hnh chien lc chuoi cungng cua ban.

16. Nguyen van Always low prices: luon luon giam gia, ay la cau khau hieu (slogan) ma cong ty Walmart theo uoi. (ND)


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Cho en nay, cac cong ty thng co khuynh hng coi cacthanh to nay la yeu to khong chnh thc hoac la nhng oc aorieng biet. Tuy nhien, oi vi nhng cong ty xem chuoi cung ngnh la tai san chien lc th nhn nhan chung nh la nhng yeuto lien thong co tng tac chat che vi nhau - mot phan cua mottong the tch hp. Hay cung xem xet tng thanh to mot cach sausac hn.

Chien lc hoat ong

Cac quyet nh ve phng cach ma banse san xuat hang hoa hay dch vu se hnhthanh nen chien lc hoat ong. Lieu banse chon phng thc san xuat e d tr, sanxuat theo n hang, thiet ke theo n hanghay mot vai ket hp cua cac phng thctren? Lieu ban se thue ngoai hoat ongsan xuat? Lieu ban se theo uoi chien lcsan xuat t nc ngoai vi chi ph thap?

Lieu ban se hoan thanh viec lap rap sanpham cuoi cung ben ngoai nha may va ganvi khach hang hn? Chung eu la nhngquyet nh rat quan trong bi chung se anhhng va nh hnh toan bo chuoi cung ngva cac khoan au t cua ban. Chien lc hoat ong se quyet nhviec ban tuyen dung nhan vien va van hanh nha may, kho hang vax ly n hang - cung nh cach ban thiet ke quy trnh va he thongcong nghe thong tin.

San xuat e d tr (make to stock) la chien lc tot nhatcho nhng san pham chuan hoa c ban vi so lngln. Cac me san xuat ln giup giam chi ph san xuat vaviec d tr hang ton kho giup ap ng nhanh nhu caukhach hang.

San xuat theo n hang (make to order) la mot chien lc

Quan tr chienlc chuoi cung

ng hn la s oimi n thu. No

se tao ra mot hnhmau thong nhat

thuc ay cac muctieu kinh doanhchien lc.



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phu hp cho nhng san pham can lam theo yeu cau khachhang hoac san pham vi nhu cau khong thng xuyen. Caccong ty theo uoi chien lc nay ch san xuat ra san phamkhi a co n hang cua khach hang trong tay. ieu nay gicho mc ton kho thap trong khi van am bao a dang vesan pham.

Cau tao theo n hang (configure to order) la chien lclai theo o mot san pham c hoan thanh mot phan vinhng ac iem chung va sau o se hoan tat khi nhan c

n hang. ay la chien lc c s dung khi co yeu caua dang ve thanh pham va ban muon ton kho cua thanhpham mc thap cung nh muon rut ngan thi gian giaohang hn so vi chien lc san xuat theo n hang.

Thiet ke theo n hang (engineer to order) chien lc nayco nhieu ac iem giong vi san xuat theo n hang. Noc s dung trong nhng nganh cong nghiep ma o conhng san pham va dch vu phc hp c san xuat theoyeu cau rieng biet cua khach hang, v du nh san xuat maybay, vu tru,

Thay oi chien lc hoat ong co the xem la mot cha khoaquan trong em lai li the hieu qua hoat ong (xem Hnh 1-1 va1-2). Nhieu khach hang cua chung toi trong lnh vc hang tieudung ong goi a phat hien ra rang viec chuyen t san xuat ed tr sang cau tao theo n hang a giup cai thien dch vu khachhang ong thi giam c ton kho. Trc ay cac doanh nghiepnay san xuat va van chuyen thanh pham trc tiep en tay khachhang cuoi cung. Vi kch thc ong goi nho, cong vi cac yeu

cau ve ngon ng a phng, ong ngha vi viec san pham cphan bo cho tng th trng nhat nh ngay giai oan au cuaqua trnh san xuat.


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HNH 1-1Cac loai chien lc hoat ong/san xuat

Chien lc Khi nao ban chon chienlc nay Li ch

San xuat e d tr(make to stock)

Cho nhng san pham tieuchuan hoa c ban vi solng ln

Chi ph san xuat thap, ap ngnhu cau nhanh

Cau tao theo n hang(configure to order)

Cho san pham oi hoi nhieutuy chon

Kha nang ap ng theo nhu caucua tng khach hang; ton khogiam; dch vu khach hang caithien

San xuat theo n hang(make to order)

Cho nhng san pham canap ng theo nhu cau cuakhach hang hoac san phamco nhu cau khong thngxuyen

Mc ton kho thap; danh muc sanpham a dang nhieu la chon;viec hoach nh n gian hn

Thiet ke theo n hang(engineer to order)

Cho nhng san pham phchp ap ng cac nhu cauac biet cua khach hang

Cho phep ap ng vi tng yeucau rieng biet cua khach hang

HNH 1-2

Cac chien lc hoat ong theo nganh cong nghiep



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Chung toi a t van cho cac cong ty nay e ket hp chienlc san xuat e d tr va cau tao theo n hang. Nhng san phamco cau tao chuan c san xuat va d tr tai trung tam phanphoi trung tam. Khi co n hang en t moi th trng, san phamc ca biet hoa theo yeu cau khach hang va c van chuyen sauo. S san co cua san pham tang len va ton kho giam xuong motphan do ton kho c tap trung hoa nhng cung mot phan la cachtiep can mi lam n gian hoa qua trnh hoach nh chuoi cungng do quy trnh va san xuat ch tap trung cac san pham chung

thay v hang tram cac bien so ve ngon ng.Cung se la mot li the neu ban chon cac chien lc hoat

ong khac nhau cho tng san pham hay phan khuc th trng khacnhau. Cac nha san xuat o to a tng theo uoi chien lc san xuate d tr mot thi gian dai, nhng mot so - ac biet la cac nhasan xuat Chau Au chuyen san xuat o to cao cap - th lai ton sungchien lc san xuat theo n hang va cau tao theo n hang, motcach tiep can ma chung toi goi la Dell trong nganh o to (Dellon wheels)17. Tuy nhien, theo nhan nh cua mot nha san xuat o

to th san xuat theo n hang cung co han che cua no. Viec cungcap loai xe ch khach da tren chien lc san xuat theo n hangong thi van am bao thi gian giao hang canh tranh qua la motthach thc to ln khi ma co hang trieu cau hnh cuoi cung can apng. Tr phi nha cung cap hoan toan tch hp vao chuoi cung ngmo hnh san xuat theo n hang, neu khong rui ro ton kho tang caorat ln. Hn na, viec thay oi quy trnh san xuat cho phep moi xephai phu hp vi mot bo duy nhat cac ac iem se ton nhieu chiph thc hien ma ch so t OEM18 san sang theo uoi.

Trong nam 2002, ch co khoang 20 phan tram xe o to chkhach c san xuat khu vc Bac My la theo chien lc sanxuat theo n hang. Phan ln la c san xuat e d tr va bancho cac ai ly theo tng lo hang. Chau Au, phan tram o to csan xuat theo n hang cao hn nhieu. Ngay tai th trng noi anc c, co khoang 60 phan tram cac loai o to cao cap (high-

17. Bob Pethick va Torsten Becker, Bai Dell on Wheels, Supply Chain Management Review (thang 12 nam 2000). (TG)18. OEM: Original Equipment Manufacturer: la thuat ng pho bien trong nganh cong nghiep ien t/may tnh, ch mot cong ty mua sanpham c san xuat bi cong ty khac va sau o ban lai di nhan hieu/thng hieu cua mnh, thong thng nh la mot phan trong san

pham ln hn/phc tap cua cong ty. (ND)


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end) c san xuat bi BMW, Audi, Porsche, va Mercedes theomo hnh san xuat theo n hang.

Tng t nh cac thanh to khac cua chuoi cung ng, chienlc hoat ong luon thay oi linh hoat. Mot tac nhan quan trong ay chnh la vong i cua san pham. Khi nhu cau san phamlen en nh va sau o giam xuong, cac cong ty co the chuyen tchien lc san xuat e d tr sang san xuat theo n hang e giamrui ro ton kho cao trong khi van am bao c s san co cua san

pham vi mot mc gia canh tranh. Tac nhan khac la s a dangcua chung loai san pham. Thong thng co the thay 80 phan tramdoanh so la t 20 phan tram (vang, nh luat Pareto lai ung) chungloai san pham (hoac loai cau hnh). Trong ieu kien nay, mot chienlc lai ghep gia san xuat e d tr va san xuat theo n hang cole la phu hp hn ca.

Chien lc kenh phan phoi

Chien lc kenh phan phoi lien quan en cach ma ban em san

pham va dch vu en vi ngi mua hoac ngi tieu dung cuoicung. Cac quyet nh trong chien lc nay eu lien quan en nhngvan e nh lieu ban se ban hang gian tiep qua nha phan phoi hoacban le hay trc tiep en khach hang qua mang Internet hoac thongqua oi ngu ban hang trc tiep. Phan khuc th trng va pham via ly ma ban nham ti se hng dan cac quyet nh ve kenh phanphoi. Do li nhuan bien bien ong theo tng kenh phan phoi cs dung, ban se phai quyet nh mot chien lc kenh phan phoihon hp sao cho toi u nhat - va ai se c u tien trong trng hp

hang b thieu hut hoac do nhu cau tang cao.

Cac cong ty dan au th trng thng s dung cac chien lckenh phan phoi hieu qua e danh c li the co y ngha quantrong. Dell, vi mo hnh ban hang trc tiep, va Wal-Mart, vi mohnh ai sieu th, la nhng v du ay thuyet phuc ve viec la chonkenh phan phoi co the em lai li the canh tranh. Kenh mua ban



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trung gian gia tr gia tang19

cua Novell, mot trong nhng v du xuatsac nhat ve viec xay dng kenh phan phoi nh hng theo congnghe, a yem tr rat tot cho cong ty nay khi gap kho khan nghiemtrong ve mat cong nghe. Cac kenh phan phoi ai ly cua Microsoftcung a cung cap chuoi dch vu cho ngi mua t viec cho thueen huan luyen va ho tr trc tuyen.

Hay xem nganh cong nghiep nc ong chai co tr gia hangty o la va hai th trng chnh cua no: nc nguyen chat thien

nhien va nc tinh che. Trong khi nc nguyen chat oi hoi viecong chai thc hien ngay tai cho, th nc tinh che co the ongchai bat ky nguon nc cua thanh pho bi bat ky cong ty ongchai nao. Nganh cong nghiep nay s dung ba hnh thc phan phoikhac nhau e phuc vu ba nhom phan khuc khach hang ln: nhaban le truyen thong phuc vu khach mua le, may ban hang t ongphuc vu th trng ngi tieu dung, va ai ly lap at, bao tr va bosung nc tai gia nh hoac cong s. Moi phan khuc oi hoi quytrnh chuoi cung ng, tai san, kenh, va cap o quan he nha cungcap va hieu qua hoat ong khac nhau.

Neu ban la mot doanh nghiep mi trong nganh cong nghiepnc ong chai, ban se ban san pham cua mnh qua nha phan phois ma co quan he vi cac nha ban le chu chot hay ban trc tiep chonha ban le? Neu ban chon kenh phan phoi s, ban co can tch hphe thong quan ly n hang va ton kho vi he thong cua nha phanphoi? Neu co, mc o nh the nao, va ai se chu chi ph nay?Lieu ban co d tr ton kho cho tat ca cac nha phan phoi s hay chcho nhng ngi ma ban coi la oi tac chien lc? Cac quyet nh

nay se nh hng tai san va hieu qua chi ph cua cong ty ban ongthi phai la mot phan trong toan bo chien lc kenh phan phoitong the cua ban - cung vi cac quyet nh ve gia, ho tr tai chnhcho nha cung cap, khuyen mai, va cac ieu khoan khac.

19. Nguyen van: Value-added reseller (VAR): ch nhng cong ty sau khi bo sung mot so tnh nang vao san pham hien hu sau o ban lai(thng cho ngi dung cuoi cung) nh la mot san pham tch hp hoac mot giai phap tron goi (cha khoa trao tay). Thuat ng nay thngpho bien trong nganh ien t/may tnh, v du, mot ng dung phan mem c tch hp vao phan cng. (ND)


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Chien lc thue ngoaiCac quyet nh thue ngoai thng bat au vi viec phan tch nanglc va kinh nghiem hien tai cua chuoi cung ng cua cong ty ban.Cong ty ban thc s tot nhat lnh vc nao? Lnh vc chuyen saunao ma cong ty ban a, hoac co tiem nang tr thanh mot iem khacbiet ve mat chien lc? ay la nhng hoat ong ma ban can gi laitrong cong ty va phat trien no tot hn.

Thue ngoai giup cac cong ty thay oiquy mo nhanh chong, phat trien san phammi hoac tai nh v mnh tren th trng -tat ca t s ho tr cua cac cong ty th bavi s tinh thong va nang lc cua ho. ieunay gop vao kha nang ap ng nhanh20 valinh hoat t o tao ra s khac biet vo cung toln trong boi canh th trng canh tranh toancau ngay nay. Tuy nhien, quan trong hn ca,thue ngoai giup cac cong ty tap trung vao

nang lc cot loi cua mnh va tang cng vthe canh tranh.

Song, trc khi tien en thue ngoai, chung ta can chac chana can nhac ky lng rui ro va viec chia tach co tnh chien lctrong cac quyet nh thue ngoai cua mnh. Gii thieu san phammi, quan ly ton kho, va viec am bao cac cau hnh cua chuoi cungng se ho tr canh tranh ve phng dien thi gian - chung la nhngth co tnh chien lc ma khong the giao pho cho ben th ba. Cung

can can nhac cac cau hoi then chot khac ma no se nh hng cacquyet nh cua ban. Lieu cac ky nang c thue ngoai cung co theduy tr c t ben trong cong ty, hay chung khong can thiet na?Cac ky nang nao hien tai can c tang cng? Lieu cac cong cuva ky nang mi co can thiet hay khong, nh la kha nang quan lyton kho doc theo chuoi cung ng m rong?

20. Nguyen van: Agility - mot ac iem noi bat cua chuoi cung ng hien nay c nhieu cong ty va cac hoc gia hang au ung ho. Theonh ngha cua Giao S Hau Lee - mot giao s hang au ve chuoi cung ng - trong bai viet oat giai cua ong tren tap ch Harvard BusinessReview 2/2004 mang ten - The Triple - A Supply Chain th Agility c nh ngha la kha nang ap ng cac thay oi cung cau trong ngan

han mot cach nhanh chong cung nh x ly cac o v mot cach trn tru. ay nhom dch gia tam dch la: kha nang ap ng nhanh. (ND)

Hay can nhac

cac hoat ongthue ngoai co

tam quan trongchien lc th

yeu hoac co motben th ba co

the lam tot hn,nhanh hn hoac

re hn.



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Neu ban ch ngh en viec lieu co re hn neu thue ngoai?th kho co the a ra mot giai phap chien lc cho van e nay. Cacoi tac ben ngoai co the em lai cho ban ba li the tiem nang:

Quy mo - nha cung cap th ba thng co the cung cap dchvu re hn bi v mot lng ln khach hang giup hieu suattoi u cao va chi ph n v thap. Ho cung co the giup caccong ty tang quy mo san xuat nhanh chong ma khong canau t mi vao nang lc san xuat.

Pham vi - oi vi cac cong ty muon m rong ra cac th

trng va khu vc a ly mi, cac oi tac thue ngoai co thegiup tiep can vi cac hoat ong san xuat tai cac a iemnay ma khong can phai xay mi.

Tinh thong cong nghe - cac oi tac thue ngoai co the s hukha nang tinh thong ve mot san pham hoac cong nghema e t xay dng se oi hoi khoan au t ton kem.

Du co the em lai nhng li ch ro rang ke tren nhng thuengoai khong phai luon luon la mot quyet nh ung. Trc khi

giao pho cho nha cung cap ben ngoai, hay can nhac bon ieu: ieunao co the tao ra s khac biet, quy mo hoat ong, v the ap ao vatnh duy nhat cua hoat ong.

Trc het, ban can biet lam the nao cong ty mnh co thekhac biet hoa. ieu g giup ban co mot li the canh tranh? Neusan pham hoac cong nghe la yeu to tao s khac biet, th ng giaopho no cho ben ngoai. Hay cung xem mot trng hp cua mottrong nhng thng hieu ong ho hang au the gii. Cong ty The

Manufacture des Montres Rolex SA c biet en tren toan thegii vi thng hieu ong ho Rolex, khong ch san xuat linh kiencho ong ho cua mnh ma con san xuat may moc, linh kien va ambao nguon cung ong ho va cac san pham khac21. San xuat la motphan khong tach ri trong yeu cau am bao tieu chuan chat lngrat cao ieu lam Rolex khac biet mnh la mot nha san xuat ongho cao cap.

21. Green Granite va Smoked Glass at Les Champs-de-Boujean, Swiss Watch News (thang 10, 2003) (TG)


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Tuy nhien, oi vi nhieu cong ty,san xuat lai khong la mot hoat ong chienlc. Cisco, Compaq va IBM lai thue ngoaiphan ln cac hoat ong san xuat cua mnhcho cac nha san xuat ien t theo hp ong(contract electronics manufacturers) nhla Flextronics, Solectron, va Celestica. Vaphan ln cac nganh cong nghiep eu a sdung nha cung cap dch vu logistics th ba

trong van tai, dch vu hai quan, dch vu khovan, va cac dch vu gia tr gia tang khac, nhla ong goi lan cuoi, kiem tra cau hnh, tai phan mem, va lap attai hien trng.

Tiep theo, hay so sanh quy mo hoat ong ben trong cong tyvi cac yeu cau at ra. Neu cac hoat ong a gan ay cong suat -ma khong co ke hoach tang san xuat - ban co le cung chang cangianh them li the ve chi ph t thue ngoai. oi vi nhng congty nho hn ma muon m rong th thue ngoai co le la giai phap tot

nhat. Thue ngoai hoat ong san xuat giup giam chi ph co nh vatong chi ph c coi kha pho bien trong nhieu nganh cong nghiep.Nhng cong ty hang au a thiet lap c mo hnh nay e co cnhng li ch khac na.

Tellabs, mot nha san xuat cac thiet b truyen thong cua Myla mot v du ien hnh. Cach i cua cong ty nay theo hng thuengoai hoat ong san xuat a em lai nhieu li ch khac ngoai viecgiam chi ph san xuat nh ho tr cho chien lc mua hang, thiet ke

va sa cha, va tham nhap th trng. Thong qua cac thoa thuan vatch hp ben ngoai vi cac nguyen tac hoat ong ben trong, Tellabsang ho tr cac oi tac san xuat co c danh sach linh kien chuanhn, tham gia vao anh gia qua trnh thiet ke san pham cong tac,va nang cao kha nang bao tr va sa cha san pham t chnh mangli dch vu va phu kien cua ho. Ngoai ra, Tellabs cung a thiet lapnhng thoa thuan ve san xuat cho phep luan chuyen hoat ong san

Neu san phamhoac cong nghe

la yeu to taos khac biet,

th ng giaopho no cho ben

ngoai.



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xuat va sa cha en cac quoc gia ni ma co s hien dien cua oitac thoa man muc tieu tang th phan.

Th ba, hay can nhac en tnh duy nhat cua hoat ong bentrong cong ty ban. Lieu ban co nhng quy trnh kinh doanh hoacnhng ac iem cua san pham ac biet ma se rat kho e cho ngiben ngoai bat chc hay khong? Neu co, ban se co t c hoi ethue ngoai - bi li the ve quy mo khong phu hp cho cac yeu cauac biet nay. V du, Wal-Mart a phat trien cac hoat ong logistics

ben trong c ca biet hoa rat cao quan ly dong chay ton kho ttrung tam phan phoi trung ng en cac ke tai a iem ban le. Lamot cong ty s hu hoat ong kho ln nhat tren the gii, Wal-Martse chang thu c li ch g - va tham ch la mat - vi viec thuengoai hoat ong nay.

Th t, hay can nhac en can can quyen lc gia ban va oitac thue ngoai. Nhieu nha cung cap dch vu san xuat, phan phoi,va hoan thanh n hang tham ch a ln hn ca khach hang cuaho. Do cac nha cung cap nay ngay cang phnh ra, ho se tham ch

nhieu quyen lc hn. Lieu ban co the co c dch vu ma ban can mc gia canh tranh neu quy mo kinh doanh cua ban khongu manh?

e chon nha cung cap dch vu tot nhat, khong ch can nhaccac yeu to ky thuat ma con phai anh gia toan bo bc tranh kinhdoanh tong the. Hay so sanh quy mo thue ngoai vi chien lc vaquy mo cua nha cung cap dch vu. Ban co the a ra ket luan veviec la chon nha cung cap nao, chia se quy mo gia ho ra sao,

hay tham ch la giao het cho ho.

Chien lc dch vu khach hangChien lc dch vu khach hang cung la mot thanh to quan trongkhac. Chien lc nay can c xay dng da tren hai yeu to: quymo va mc li nhuan oi vi tng khach hang, va hn the na


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phai thau hieu c thc s khach hang muon g. Ca hai yeu tonay c tch hp vao chien lc chuoi cung ng cua ban bi vchung giup ban co c s u tien cung nh mc o tap trung venang lc.

Lieu tat ca khach hang se can giao hang cung ngay, hay lieuban nen co cap o dch vu khac nhau da tren mc o quan trongcua khach hang? Lieu cac san pham luon san co nh nhau, haylieu ch mot so khach hang co the co hang nhanh hn va de dang

hn? Neu cong ty ban cha tng bao gi kiem tra chien lc dchvu khach hang, th ban co the cung cap dch vu vi chi ph cao hnkhach hang can - hoac ban co the bo qua nhng c hoi quantrong tren th trng.

Khong phai moi khach hang eu am bao cung mot cap odch vu, nhng quan trong nhat la biet c khach hang nao emlai gia tr cao. V du, mot nha cung cap dch vu Internet (ISP) angco ke hoach nang cao chat lng dch vu e ap lai nhng li phannan cua khach hang ve viec giai quyet van e cham. Chung toi

gi y s dung mot cach tiep can mang tnh chien lc - xay dngcap o dch vu da tren gia tr ma khach hang em lai cho cong ty.Bang viec phan tch doanh so tiem nang va gia tr quan he chienlc ma moi khach hang ong gop, cong ty a hieu ra rang ch co5 phan tram khach hang cua mnh la nhng khach hang co giatr cao.

ieu ma nhng khach hang co gia tr cao nay muon la motgiai phap giai quyet van e nhanh chong. Do o, oi vi nhom nho

khach hang nay, cong ty se thanh lap nhom cham soc khach hangc huan luyen chuyen sau ve ky thuat va co mot trng phongphu trach rieng nhom khach hang nay. 95 phan tram khach hangcon lai, cac van e ve dch vu c chuyen cho tng trung tam dchvu rieng re, t ton chi ph, tuy theo mc o phc tap ve phng dienky thuat cua van e.



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Thi gian giai quyet van e cho nhng khach hang gia trcao c giam i nhanh chong, vi viec ty le cac van e cgiai quyet ngay lan lien lac au c cai thien t di 5 phantram len 80 phan tram. oi vi cac khach hang t u tien, cac vane c ban c giai quyet trong cung ngay. Ngoai ra, vi viecthiet lap mi nay se giam chi ph cham soc khach hang khoang30 phan tram.

Quan trong hn, cap o dch vu cao ong ngha vi viec cong

ty co the canh tranh tot hn trong th trng a chon - mot thtrng ngay cang c hnh thanh bi nhng khach hang phc tapvi cac yeu cau cao hn ve dch vu.22

Bai hoc la g? Hay thiet ke chien lc dch vu khach hang emang lai s can bang tot nhat dch vu/chi ph da tren viec phankhuc khach hang, ac biet la khi ban thiet ke chuoi cung ng chonhng li the chien lc.

Mang li tai sanThanh to cuoi cung trong cau hnh chuoi cung ng cua ban chnhla nhng quyet nh cua ban lien quan en mang li tai san congty - nha may, kho bai, thiet b may moc san xuat, he thong quan lyn hang, va cac trung tam dch vu khach hang. V tr, quy mo vas mang cua nhng tai san nay co tac ong quan trong en hieuqua hoat ong chuoi cung ng.

Phan ln cac cong ty chon mot trong ba mo hnh mang li

di ay da tren cac nhan to nh la quy mo kinh doanh, yeu caudch vu khach hang, li the ve thue, nha cung cap, luat le va chiph lao ong:

Mo hnh toan cau - Hoat ong san xuat c thc hien taimot a iem sau o phan phoi tren toan cau. Viec la chon mohnh nay c nh hng bi cac yeu to nh la yeu cau phoi

22. David Rogers, Value-Based Customer Care, PRTMs Insight (Mua xuan nam 1998) (TG)


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hp a iem cua san xuat vi hoat ong nghien cu va phat trien(R&D), yeu cau kiem soat chi ph san xuat oi vi nhng san phamco chi ph au t ln, hoac cac yeu cau ve ky nang san xuatac biet.

Mo hnh theo khu vc - San xuat c thc hien chu yeu chnh tai vung san pham c ban, tuy nhien van co trao oi qualai gia cac nc trong khu vc ay co da tren kha nang chuyenmon hoa cua tng trung tam san xuat. Mo hnh theo khu vc thng

c la chon da vao mot loat cac yeu to, bao gom cap o dchvu khach hang, chnh sach thue nhap khau, va yeu cau can ca biethoa san pham theo yeu cau cua tng vung.

Mo hnh theo quoc gia - San xuat c thc hien ngay tai quocgia se tieu thu san pham ay. ay la mo hnh c chon la chonhng hang hoa co chi ph van chuyen rat ton kem. Cac yeu to anhhng khac bao gom thue va kha nang tiep can th trng.

Do canh tranh ve gia, nhieu cong ty chuyen sang san xuat

cac quoc gia co chi ph thap e giam hn na chi ph san xuat. Khichon la a iem, cac yeu to cot yeu c cac cong ty can nhacbao gom chi ph san xuat, thue thu nhap doanh nghiep, chnh sachkhuyen khch xuat khau, s hien dien cua cac nha cung cap chnhhoac chnh sach mien thue nhap khau, c s ha tang, va nguon laoong co ky nang. Khi coi chi ph san pham la quan trong, nhieunha lanh ao chuoi cung ng hieu rang s linh hoat cua chuoi cungng va tong chi ph chuoi cung ng la nhng ieu kien vo cungquan trong khi thiet ke mang li chuoi cung ng, ac biet la cho

nhng san pham co s bien ong ve cau cao va vong isan pham ngan.

Trung Quoc a noi len la iem en san xuat chi ph thap ca chuong nhat cua cac cong ty ien t bi v co s hien dien cuanhieu nha cung cap linh kien va cac nha san xuat ien t theo hpong, cung nh chat lng ve he thong c s ha tang (ng xa,



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ien nc...). Mac du viec lap rap hang ien t ch mat mot enhai ngay, nhng van tai gia Trung Quoc va Chau Au lai mat enba tuan. Neu cong them thi gian can thiet en cac trung tam phanphoi vung hoac quoc gia tai Chau Au, th tong thi gian e hoanthanh mot n hang co the mat en sau tuan. Trong cac th trngco s bien ong cao, thi gian hoan thanh n hang dai nh vayco the lam ton kho khong kp ap ng cac tn hieu th trng - vane ma Michael Dell a tnh en khi thiet ke chuoi cung ng cua ong.

Cac cong ty co the giam rui ro nay bang nhieu giai phapkhac nhau. Mot trong nhng giai phap ay la tang o kha chuyentrong san xuat e am bao cac ke hoach chuoi cung ng c lammi hang tuan thay v hang thang t o ap ng tot hn cac bienong cua nhu cau tren th trng. Cach tiep can khac - tr hoantung san pham cuoi cung ra th trng23 - tao ra san pham tieuchuan cac trung tam san xuat chi ph thap nhng viec lap rap vaong goi cuoi cung c thc hien ngay tai trung tam phan phoigan vi khach hang nhat. Tuy nhien mot giai phap khac la chuyenti cac c s san xuat chi ph thap gan vi th trng muc tieu

nhat. V du, nhieu cong ty ang phuc vu cho th trng Chau Aua chuyen hoat ong san xuat t Chau A sang cac nc Trung Aunh la Rumani, Hungary. Cach nay giup giam ca chi ph san xuatva quy mo ton kho trong qua trnh van chuyen.

Vong i san pham cung tac ong rat ln en cac quyet nhve mang li tai san cua cong ty. Trong cac nganh cong nghiep cos phat trien nhanh nh la ien t tieu dung, cac cong ty co the batau vi mo hnh san xuat toan cau trong qua trnh khi ong san

pham mi e th ng

quan ly chuoi cung ung

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