LUXOTTICA GROUPI. Lch s qun tr chin lc ca cng ty1. Gii thiu s lc v cng ty

Luxottica S.p.A l tp on ca v lnh vc sn xut knh mt, knh rm v khung knh cao cp. Nhn hiu ni ting nht ca tp on l knh mt Ray-Ban, Persol v Oakley, knh rm thng hiu Giorgio Armani, Burberry, Versace, Vogue Eyewear, Miu Miu, v Donna Karan. Luxottica cng sn xut knh rm v khung knh theo n t hng cho rt nhiu cc nhn hiu thit k nh Chanel v Prada. Hin Luxottica ang l tp on knh mt ln nht th gii, kim sot trn 80% cc thng hiu ni ting, vi mng li phn phi khp 130 quc gia, trn 7000 ca hiu bn l ton th gii.2. Tng hp thnh tu ni bt ti nm 2010 L cng ty u tin v duy nht trong ngnh knh mt hi nhp dc thnh cng, c trong tay c h thng bn s ln bn l. Tr thnh nh sn xut knh mt s 1 th gii, nm gi 80% cc thng hiu knh mt ni ting. 3. Kt lun lch s Cng ty tin hnh v duy tr c hot ng kinh doanh trong cc lnh vc sn xut knh mt, knh rm v cc sn phm quang hc. Trit l kinh doanh:At Luxottica, we know that our success depends on the well-being of our people, our communities, and the natural world. Thats why our responsible business approach is based on innovation and respect- for people and for the environment.Tm dch:Ti Luxottica, chng ti bit rng thnh cng ca chng ti ph thuc vo li ch v s hi lng ca khch hng, ca cng ng v th gii t nhin. l l do trch nhim kinh doanh m chng ti tip cn da trn s ci tin v tn trng con ngi cng nh mi trng. Cc kh nng c bit: Luxottica l tp on i tin phong trong vic lin kt cc khu sn xut v tin hnh hi nhp dc trong ngnh knh mt, c c li th to ln so vi cc cng ty khc vi mc hi nhp dc cao nht ngnh (95%), nng cao cht lng sn phm v t c li ch v chi ph.

K nng tch ly: Thit k v sn xut knh mt. Vn chuyn, phn phi sn phm. Marketing. Li th cnh tranh Hi nhp dc gip cng ty lm ch ton b cc khu cung ng, sn xut v phn phi sn phm, ng thi ng dng sm cng ngh my tnh gip doanh nghip hot ng hiu qu hn v to ra nhng sn phm cht lng hn so vi cc i th.

Vic kt hp vi cc nhn hiu thi trang ni ting gip Luxottica tng gi tr thng hiu v tnh thi trang cho sn phm.II. S mnh vin cnh

1. Vin cnhWe Luxottica makes the world know the value of their vision and believe that the most fashionable thing they can be is themselves, through our pair of glassesLeonardo Del Vecchio, 2003.Tm dch:Luxottica chng ti lm cho th gii bit c gi tr tm nhn ca h v tin rng iu thi trang nht ca mi ngi l bn thn h, thng qua i knh ca chng ti2. S mnh Trch dnWe at Luxottica aim to improve the well-being and satisfaction of each customers while simultaneously creating value for our employees and the communities in which the Group operates. Every collection and every pair of eyewear is the result of an ongoing process of research and development aimed at meeting the needs, desires and aspirations of consumers all over the world as sun and prescription eyewear are increasingly perceived as a desirable and expressive accessory to complete ones personal look.Leonardo Del Vecchio, 2003

Tm dchChng ti ti Luxottica nhm n mc ch nng cao phc li v s hi lng ca mi khch hng, ng thi to ra gi tr cho nhn vin v cc cng ng ni tp on hot ng. Mi b su tp v mi cp knh mt l kt qu ca mt qu trnh lin tc nghin cu v pht trin nhm p ng nhu cu, mong mun v nguyn vng ca ngi tiu dng trn khp th gii khi cc loi knh rm v knh thuc ang ngy cng c nhn nhn nh mt ph kin hp dn v ngha hon thin v ngoi ca mt c nhn.

III. Mi trng bn ngoi1. Gii hn phm vi Ngnh nghin cu: Tp on Luxottica hot ng trong ngnh sn xut v phn phi knh mt trn phm vi ton cu. Thi gian nghin cu: V s mnh ca gn nht ca cng ty c tuyn b nm 2003, nhm s phn tch trong giai on t nm 2003 n nay. Khng gian: V Luxottica l mt cng ty a quc gia, nhm s ch phn tch tc ng ca mi trng ton cu cng nh mi trng ngnh knh mt n cng ty trong giai on t 2003 cho n nay.

Trong giai on ny, cc bin ng v nhn khu hc, mi trng vn ha x hi, cng ngh, c nhiu nh hng n cc cng ty trong ngnh. 2. 3. Mi trng ton cu

Ngnh knh mt l mt ngnh pht trin trn phm vi ton th gii, do s thay i ca cc nhn t trong mi trng ton cu nh hng mnh m n ngnh trn nhiu phng din: Cu, cung, s cnh tranh,

1.1 Cc tt & bnh v mt.Cu trc dn s:Ngi cao tui chim mt t trng kh ln trong s nhng ngi s dng knh, nh M , nhng ngi 55 tui tr ln chim 36,5 % tng s ngi eo knh (theo VisionWatch ) . Ngoi ra, t l dn s trn 60 tui s tng gp i vo nm 2015 ( 22 %, t 11 % hin nay )T l ngi gi cc nc ln nh Trung Quc, Nht Bn, M, , Brazil v khu vc ng Nam c xu hng tng, do , cc vn lin quan n suy gim th lc v cc bnh v mt nh vin th, lo th lm cho cc thit b iu chnh th lc ngy cng cn thit v ph bina. T l s dng Internet & nhp lm vic.4. Mi trng ngnh