KT CU MN HC

Chng 1 Tng quan v qun tr chin lc Chng 2 Nhim v v mc tiu chin lc

Tho

lun 1

Chng 3 Phn tch mi trng kinh doanh Chng 4 Phn tch mi trng ni b
Tho

TNG QUAN V QUN TR CHIN LC

lun 2

Chng 5 Cc loi chin lc trong kinh doanh Chng 6 La chn v t chc thc hin chin lc Chng 7 nh gi v iu chnh chin lc
1

ThS. Lng Thu H H Ni, 2011

Ni dung

I. TNG QUAN V CHIN LC

Ngun gc chin lc Chin lc kinh doanh c trng ca chin lc kinh doanh Vai tr chin lc kinh doanh

Tng quan v chin lc Bn cht v ni dung c bn ca QTCL Nh qun tr v cp QTCL Ra quyt nh chin lc v h thng thng tin trong qun tr

1.1. Ngun gc chin lc

1.2. Chin lc kinh doanh

Ngun gc:
Strategos

Chandler 1962
Vic

Ting Hy Lp Chin lc l ngh thut ch huy cc phng tin ginh chin thng

xc nh cc mc tiu, mc ch c bn di hn ca DN v vic p dng mt chui cc hnh ng cng nh vic phn b cc ngun lc cn thit thc hin mc tiu ny lc l m thc hay k hoch tch hp cc mc tiu chnh yu, cc chnh sch v chui hnh ng vo mt tng th c c kt mt cch cht ch

T 1960s:
ng

Quinn 1980
Chin

dng vo trong kinh doanh Xut hin thut ng Chin lc kinh doanh Pht trin thnh nhiu cch tip cn khc nhau

Chin lc kinh doanh

Cc quan im c bn v CLKD

Johnson v Scholes 1999

Chin

CLKD l mt dng k hoch di hn CLKD l ngh thut

Ngh Ngh

lc l nh hng v phm vi ca mt t chc v di hn nhm ginh li th cnh tranh cho t chc thng qua vic nh dng cc ngun lc ca n trong mi trng thay i, p ng nhu cu th trng v tha mn mong i ca cc bn hu quan lc cnh tranh lin quan n s khc bit. l vic la chn cn thn mt chui hot ng khc bit to ra mt tp hp gi tr c o

thut dng mu k thut to li th cnh tranh

Michael Porter
Chin

CLKD va l ngh thut, va l khoa hc

CLKD Ngh

hay thut t chc thc hin tt

Thnh cng

Cc quan im c bn v CLKD

1.3. c trng ca CLKD

Trng phi Chin lc i dng xanh

Xc Trnh

Tnh nh hng: mc tiu c bn ca DN trong tng thi k Tnh tng qut: cn xc nh c th theo tnh hnh thc t Tnh lin tc: XD CL => Thc hin => nh gi, iu chnh Tnh di hn v tm nhn
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nh khong trng th trng i u trc tip

Thnh cng

Trung phi nh v th trng

DN

mun g? t mc tiu: c / Mt g? Chp nhn / Ko chp nhn gi ?

Thnh cng

1.4. Vai tr ca CLKD

II. BN CHT NI DUNG CA QTCL

Mc ch, hng i, kim ch nam mi hnh ng Ch ng i ph, nm bt c hi S dng hiu qu ngun lc, nng cao v th Cn c la chn cc phng n kinh doanh

Qun tr chin lc l g? Vai tr ca qun tr chin lc Mt s thut ng c bn M hnh qun tr chin lc Ni dung qun tr chin lc
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2.1. Qun tr chin lc l g?

2.2. Vai tr ca qun tr chin lc

QTCL l qu trnh nghin cu cc mi trng hin ti cng nh tng lai, hoch nh cc mc tiu ca t chc; ra, thc hin v kim tra vic thc hin cc quyt nh nhm t c cc mc tiu QTCL l ngh thut v khoa hc ca vic xy dng, thc hin v nh gi cc quyt nh tng hp gip cho mi t chc c th t c cc mc tiu ca n
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Nhn dng, sp xp v tn dng cc c hi S dng tt ngun lc ca DN Ti thiu ha cc ri ro Thay i thi lm vic

Tham kho 14 li ch t QTCL (GT trang 17-18)

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2.3. Mt s thut ng c bn

M hnh qun tr chin lc F.David

nh gi bn ngoi ch ra c hi, thch thc t ra mc tiu di hn t ra mc tiu thng nin

Chc nng / nhim v C hi / thch thc im mnh / im yu Mc tiu di hn / thng nin / ngn hn Chin lc / chnh sch / k hoch Chin lc / chin thut / tc nghip Chin lc tng th / b phn (chc nng) Li th / nng lc / kh nng / sc cnh tranh
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Nhim v hin ti, mc tiu, chin lc

Xem xt li nhim v ca DN

Phn b ngun lc

o lng, nh gi mc thc hin

nh gi bn trong ch ra im mnh, im yu Hoch nh chin lc

La chn chin lc theo ui

Chnh sch b phn Thc thi chin lc nh 16 gi CL

2.5. Ni dung c bn ca QTCL

GIAI ON HOT NG Kt hp trc gic vi phn tch

III. NH CP QUN TR CHIN LC

Cp Coporate Level Nhim v Xc nh s mnh, a ra cc quyt nh quan trng Gim st phn b ngun lc m bo quyn li ca Stake-holders Divisional Nh QTCL cp Chuyn chin lc chung Level phng, ban, b phn ton DN thnh chin lc b phn Functional Nhn s, marketing, Xy dng chin lc cho Level sn xut, R&D chnh b phn ca mnh
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Hoch nh chin lc

T chc nghin cu

a ra quyt nh

Nh QTCL Tng gim c Ch tch HQT Quan chc cao cp

Thc thi chin lc

ra cc mc tiu thng nin

Chnh sch tng b phn

Phn b ngun lc

nh gi chin lc

Xem xt li cc nhn t trong v ngoi

nh gi thc hin

Thc hin cc iu chnh

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Cc cp qun tr chin lc

IV. RA QUYT NH V H THNG THNG TIN TRONG QTCL

Cp DN

LNH O DN

Cp SBU SBU A SBU B SBU C

Ra quyt nh chin lc:

Vai

tr ca ngi ra quyt nh quan trng ca cc quyt nh qu ca quyt nh sai lm ch sai lm khi ra quyt nh

Tm
Cp b phn / Chc nng Nhn s Ti chnh Marketing R&D

Hu Hn

Cp phng / Ban

SP / DV

Gi

Phn phi

Khuyn mi
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H thng thng tin trong QTCL

TM LC CHNG 1

Vai tr ca h thng thng tin Thng tin t mi trng bn ngoi Thng tin t mi trng ni b Cht lng / S lng / Tnh chnh xc ca thng tin

Hiu bit v Chin lc / Chin lc kinh doanh Khi nim / M hnh qun tr chin lc Cc nh qun tr v cc cp qun tr chin lc trong doanh nghip Thng tin v tm quan trng ca thng tin n vic ra quyt nh chin lc
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21

NI DUNG
2

NHIM V V MC TIU CHIN LC CA DOANH NGHIP

Xc nh nhim v ca doanh nghip Mc tiu chin lc ca doanh nghip Trch nhim x hi v o c kinh doanh

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I. XC NH NHIM V

1.1. Thc cht ca xc nh nhim v

Thc cht ca vic xc nh nhim v Yu cu ca xc nh nhim v Xc nh nhim v (xc nh lnh vc kinh doanh)

Thc cht: Xc nh lnh vc kinh doanh (L do DN ra i, tn ti, pht trin?) Thng nh hng vo khch hng => ginh th ch ng trn th trng Trnh b hp phm vi a l, ngnh ngh kinh doanh

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1.2. Yu cu ca xc nh nhim v

Tm quan trng ca Tm nhn chin lc

Phi c xc nh r rng, ng n, hp l c thng bo rng ri Th hin Tm nhn chin lc (Strategy Vision) Trnh chung chung, trnh b hp
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Cng c qun tr bt buc gip nh qun l nhn xa trng rng ngay t hm nay v bit suy ngh mt cch chin lc v:

Tc ng ca cc cng ngh mi Nhu cu v mong i ca khch hng ang thay i ra sao Lm th no thng c cc i th cnh tranh Cc c hi th trng y ha hn m DN nn tp trung theo ui Cc nhn t trong v ngoi tc ng n hnh ng cn thit ca DN chun b cho tng lai
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Tm nhn chin lc ca

Tm nhn chin lc ca

DELTA AIRLINES
We want Delta to be the WORLDWIDE AIRLINE OF CHOICE.

DELTA AIRLINES
TON CU l v chng ti ang v nh s l
mt i th cnh tranh sng to, y nhit huyt, tun th cc nguyn tc o c, v l mt i th thnh cng mang li cho ton th gii dch v cao cp nht. Chng ti s tip tc khng ngng tm kim cc c hi mi vn n m rng nhng l trnh mi v vn n cc t chc lin minh sng to ton cu.

Chng ti mun Delta tr thnh

HNG HNG KHNG C LA CHN TRN TON CU.

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Tm nhn chin lc ca

Tm nhn chin lc ca

DELTA AIRLINES
HNG HNG KHNG, bi v chng ti d tnh
s tip tc cng vic kinh doanh mnh thng tho nht chnh l ngnh vn chuyn trn khng v cc dch v lin quan. Chng ti s khng ri xa khi gc ban u trong qu trnh pht trin kinh doanh. Chng ti tin vo trin vng tng trng lu di trong ngnh hng khng v chng ti s tip tc tp trung thi gian, tm tr v vn u t tng cng v th ca mnh trong mi trng kinh doanh lnh vc ny.
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DELTA AIRLINES
C LA CHN, v chng ti trn trng lng
trung thnh v tn nhim ca khch hng, nhn vin v cc nh u t. i vi cc hnh khch v khch gi hng ha, chng ti s tip tc mang li dch v v gi tr ti u nht. i vi nhn vin ca cng ty, chng ti s khng ngng to ra v mang li mt mi trng lm vic cng lc cng thch thc, mang li nhiu ch li v ch trng vo kt qu cc cng hin, ng gp ca nhn vin lun c ghi nhn v tng thng. i vi cc nh u t, chng ti mang li li nhun cao v n nh.
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1.3. Xc nh lnh vc kinh doanh

i vi doanh nghip n ngnh

Ai l ngi cn tha mn? Ci g cn phi p ng?

i vi DN n ngnh: ch hot ng trong mt lnh vc kinh doanh ch cht (thng c quy m va v nh) i vi DN a ngnh: tham gia vo nhiu lnh vc kinh doanh (thng c quy m ln)

Khch hng

XC NH NGNH KINH DOANH

Nhu cu khch hng cn c tha mn nh th no? Cc nng lc c o?

Nhu cu ca khch hng

M hnh xc nh ngnh kinh doanh ca D.Abell

33 34

i vi doanh nghip a ngnh

II. MC TIU CHIN LC CA DN

Xc nh ngnh kinh doanh ct li: 2 cp (n v kinh doanh v ton doanh nghip) n v kinh doanh: M hnh ca D.Abell Ton doanh nghip:
Xc

Thc cht ca xc nh mc tiu chin lc Phn loi mc tiu chin lc Cch thc xc nh mc tiu chin lc Yu cu khi xc nh mc tiu chin lc
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nh mc tiu tng th chung Xc nh mc ng gp ca cc thnh vin Ch trng vic gia tng gi tr cho cc thnh vin
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2.1. Thc cht

2.2. Phn loi mc tiu chin lc

Chuyn t nhim v v tm nhn chin lc sang cc ch tiu hot ng c th Xc lp thc o kim tra hiu qu hot ng Thc y cng ty tr nn sng to v tp trung vo kt qu Gip ngn chn s mt nh hng hay t hi lng qu sm
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Theo th bc: Mc tiu hng u, mc tiu th cp Theo thi gian: Mc tiu ngn hn, trung hn, di hn Theo cc i tng hu quan trong doanh nghip Theo cp xy dng chin lc: Mc tiu tng th, mc tiu cp n v kinh doanh, cp chc nng
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2.3. Xc nh mc tiu chin lc

2.4. Yu cu khi xc nh mc tiu CL

Xc nh mc tiu chung v mc tiu ring cho tng lnh vc

Cc nhn t nh hng ti vic xc nh mc tiu chin lc:

Cc

lc lng bn ngoi Cc ngun lc ni b Lch s pht trin trong qu kh Gi tr ca nh lnh o cp cao

R rng v thi hn thc hin tng ng Tnh lin kt tng h nhau Th t u tin trong h thng mc tiu

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III. TRCH NHIM X HI V O C KINH DOANH

3.1. Trch nhim x hi ca doanh nghip

Trch nhim x hi (Corporate Social Responsibility CSR)

Trch nhim x hi ca doanh nghip

Trch nhim x hi ca doanh nghip l mt cam kt kinh doanh nhm c x o c v ng gp cho s pht trin kinh t cng vi vic nng cao cht lng cuc sng ca ngi lao ng v gia nh ca h cng nh cht lng cuc sng ca cng ng v x hi ni chung - y ban kinh t TG v pht trin bn vng

Chin lc v o c kinh doanh

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3.2. Chin lc v o c kinh doanh

3.2. Chin lc v o c kinh doanh

o c kinh doanh l h thng cc chun mc, quy tc m doanh nghip xy dng nh hng cho cc hot ng ca h. Chin lc (hnh ng) lun tc ng ti quyn li ca cc i tng hu quan

Ch ch o c kinh doanh (ca nh lnh o):

Cc Cn

quyt nh cha ng kha cnh o c nhc tc ng ca quyt nh trc khi hnh ng

Mi trng o c kinh doanh ca doanh nghip:

Gn

o c kinh doanh vi vn ha doanh nghip Cam kt thc hin trong Bn tuyn ngn s mnh Hin thc ha cc cam kt
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TM LC CHNG 2
3

Xc nh nhim v ca doanh nghip: Xc nh lnh vc kinh doanh Xc nh mc tiu chin lc ca doanh nghip Trch nhim x hi v o c kinh doanh

PHN TCH MI TRNG KINH DOANH: XC NH C HI V NGUY C

=> Bn tuyn ngn s mnh

H Ni, 2011
45

ThS. Lng Thu H

Ni dung

Vai tr ca phn tch MTKD

Vai tr ca phn tch MTKD Cc yu t cu thnh MTKD Ni dung phn tch MTKD
Phn Phn

Phn tch mi trng bn ngoi ca cng ty

tch mi trng v m tch mi trng ngnh

Phn tch mi trng bn trong ca cng ty

Xy dng tm nhn chin lc (Cng ty cn hng ti u?)

Xc nh mc tiu y ha hn cho cng ty

La chn chin lc v m hnh kinh doanh tt nht

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Cc yu t cu thnh MTKD

I. PHN TCH MI TRNG V M (PEST ANALYSIS)

Nh cung cp

SP thay th

Khch hng

Mi trng chnh tr Mi trng kinh t Mi trng x hi Mi trng cng ngh

CNG TY TCT Cty mi xm nhp

MI TRNG NGNH

MI TRNG V M

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1.1. Mi trng chnh tr

1.2. Mi trng kinh t

S n nh chnh tr H thng vn bn php lut hon thin Lut cnh tranh, chng c quyn Cc chnh sch thu (Tax Policies) Lut lao ng Cc quy nh v an ton, bo v ngi tiu dng, bo v mi trng Quy tc trong thng mi quc t

Tc tng trng kinh t Chnh sch tin t T gi hi oi T l lm pht Chnh sch ti kha Chu k kinh t

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1.3. Mi trng x hi

1.4. Mi trng cng ngh

Tc gia tng dn s v thp tui Phn phi thu nhp S di dn v ngun lao ng Li sng v nhng quan nim v gi tr Bnh ng gii Gio dc v quan im v s nghip

Chnh sch pht trin KH CN Vng i ca cng ngh, SP DV Mc tiu hao v chi ph s dng nng lng S pht trin ca cng ngh thng tin, lin lc

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II. PHN TCH MI TRNG NGNH

c im kinh t ch o ca ngnh? Cc p lc cnh tranh v cng ca tng p lc? Phn tch i th cnh tranh (V th, chin lc)? Nhng yu t quyt nh s thay i ca ngnh? Cc nhn t chnh quyt nh thnh cng? Kt lun: Sc hp dn ca ngnh?
55

Cu hi 1: c im kinh t ch o ca ngnh?

Quy m v tc tng trng th trng Cng cnh tranh S lng i th S tch hp theo chui gi tr (trc/sau) Hng ro xm nhp v rt lui
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14

c im kinh t ch o ca ngnh?

Cu hi 2: Cc p lc cnh tranh v cng ?

Tc thay i cng ngh Mc khc bit ho sn phm v khch hng Hiu ng ng cong kinh nghim Li th theo quy m Mc li nhun ca ngnh

Mc ch xc nh:
Khi Cng

ngun chnh ca cc p lc cnh tranh ca tng p lc

Cng c phn tch chnh:

M

hnh 5 lc lng cnh tranh (Five Forces Model of Competition)

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Five Forces Model of Competition

Substitute Products
(of firms in other industries)

M hnh 5 lc lng cnh tranh

Sn phm thay th
(Ca cc DN trong ngnh khc)

Suppliers of Key Inputs

Rivalry Among Competing Sellers

Buyers

Nh cung cp cc yu t u vo ct li

S cnh tranh gia cc DN trong ngnh

Khch hng

Potential New Entrants

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Cc i th tim nng
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Cch thc s dng m hnh

Cnh tranh gia cc DN trong ngnh

c lng sc mnh ca tng lc lng trong 5 lc lng cnh tranh L gii cch thc m tng lc lng gy p lc ln doanh nghip Tng hp tc ng ca c 5 lc lng cnh tranh ln doanh nghip: mnh lit, d di, mnh, trung bnh, yu
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Nhu cu tng chm, gim st v ngi bn c nng lc sn xut v tn kho d tha Chi ph chuyn i thng hiu ca khch hng rt thp S i th cnh tranh tng nhanh v cc i th tng i bng nhau v quy m v nng lc cnh tranh Sn phm ging nhau hoc t s khc bit Mt hoc nhiu i th khng hi lng vi v tr v th phn hin ti, to ra nhng ng thi mnh lit thu ht khch hng i th c chin lc a dng, hot ng ti cc nc khc nhau Xu hng mua bn, sp nhp trong ngnh cng c thnh i th cnh tranh ng gm => Cnh tranh thng khc lit hn Nhu cu tng nhanh, khch hng trung thnh Chi ph chuyn i cao S khc bit ha sn phm ln Cc doanh nghip nh hng ln nhau, khng mnh lit dnh th phn => Cnh tranh s yu i
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p lc t khch hng

p lc t nh cung cp

Chi ph chuyn i ca ngi mua thp Ngi mua ln, v mc quan trng vi ngi bn t khch hng v khch hng c kh nng gy sc p vi ngi bn Ngi mua to uy tn cho ngi bn S lng v cht lng thng tin cho ngi mua tng ln Nguy c sp nhp dc v pha trc v tr thnh i th cnh tranh ng k => Th lc thng lng ca khch hng mnh ln Chi ph chuyn i cao Khch hng khng thng xuyn hoc mua vi khi lng nh Ln sng nhu cu ngi mua to ra th trng cho ngi bn Thng hiu hoc sn phm ring bit ca ngi bn to ra cht lng hoc gi tr s dng ring bit, rt quan trng vi khch hng Kh nng hp tc cng c li gia DN v khch hng => Th lc thng lng ca khch hng gim st
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Chi ph cao khi chuyn sang nh cung cp khc S khan him (nh cung cp c kh nng thit lp gi) Mt nh cung cp c sn phm khc bit ho C t nh cung cp mt sn phm u vo c chng (c quyn) Nguy c sp nhp dc v pha sau v c th tr thnh i th cnh tranh y tim lc => Th lc ca nh cung cp tng ln C nhiu nh cung cp bn ti mc gi ca th trng Chi ph chuyn i nh cung cp thp Cc u vo thay th tt c sn hay xut hin mi Cc DN c tm quan trng i vi s tn ti ca nh cung cp Nguy c cc DN sp nhp dc v pha trc, thn tnh nh cung cp Kh nng hp tc cng c li gia DN v nh cung cp => Th lc ca nh cung cp gim i
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Xu hng hp tc gia DN - Nh cung cp

=> Li ch ca mi quan h hp tc

Nguy c t cc i th tim nng

Gim chi ph tn kho v hu cn Tng tc s cung cp cc b phn sn phm th h mi Tng cng cht lng cc sn phm c cung cp Tit kim chi ph cho c hai bn => Xu hng hp tc

S lng ng vin ln v mt s c ngun lc gip h tr thnh i th ng k Ro cn xm nhp thp hoc b vt qua Cc DN hin ti xm nhp vo cc phn khc m h cha tham gia Ngi mi vo c th kim c nhiu li nhun Nhu cu ngi mua tng nhanh chng Cng ty trong ngnh khng th (hoc khng sn sng) cnh tranh mnh lit vi s xm nhp ca ngi mi => Nguy c xm nhp mnh hn S lng ng c vin xm nhp t Ro cn xm nhp cao Vin cnh ngnh rt mo him v khng chc chn Nhu cu ngi mua tng chm hoc nh tr Cng ty hin ti chng li mnh m cc n lc ca cc i th tim nng => Nguy c xm nhp yu i 66

To uy tn v li ko nh cung cp tim nng Xy dng chnh sch pht trin nh cung cp Xy dng mi quan h hp tc v lim minh chin lc Tin ti qun tr nh cung cp
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Nguy c t cc sn phm thay th

ngha ca vic nghin cu 5 LLCT

Tc tng trng ca ngnh hng thay th nhanh hn ngnh ang phn tch Nh sn xut sn phm thay th ang tng cng xut, li nhun => Du hiu sn phm thay th ang cnh tranh mnh Sn phm thay th c sn hoc mi ni ln tt, c chc nng hot ng tng ng hoc tt hn Sn phm thay th hp dn v gi Chi ph chuyn i ca ngi tiu dng cui cng thp => p la cnh tranh t sn phm thay th ln Sn phm thay th tt khng sn hoc khng tn ti Cc sn phm thay th c gi cao hn tng ng vi cht lng Ngi tiu dng cui cng chu chi ph cao nu chuyn sang sn phm thay th => p la cnh tranh t sn phm thay th yu
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Mi trng cnh tranh s khng hp dn t kha cnh tm kim li nhun khi: p lc ca cc lc lng th trng qu ln
Cnh Ro

tranh khc lit tranh mnh m t pha sn phm thay th

cn xm nhp thp v s xm nhp d din ra

Cnh Nh

cung cp v khch hng c th lc thng lng ng k

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 ngha ca vic nghin cu 5 LLCT

Cu hi 3: Yu t quyt nh s thay i ca ngnh?

Mi trng cnh tranh s l tng t kha cnh tm kim li nhun khi:

Cnh Ro

tranh din ra mc trung bnh

cn xm nhp cao v khng c cng ty no mun xm nhp c hng ho thay th

Cc ngnh kinh doanh thay i v cc ng lc ang hng nhng ngi tham gia trong ngnh thay i hnh ng ca h Nhng ng lc ny l nguyn nhn chnh ca thay i ngnh v iu kin cnh tranh

Khng Nh

cung cp v khch hng c v th thng lng

thp

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Nhng ng lc c bn nht

Cu hi 4: Phn tch k lng cc TCT trong ngnh?

S dng internet v thng mi in t Xu hng ton cu ha ca ngnh kinh doanh Nhng thay i v tc tng trng di hn ca ngnh S thay i v khch hng v mc ch mua hng i mi sn phm Thay i cng ngh v i mi qu trnh sn xut i mi hot ng marketing S xm nhp hay ri b th trng ca cc DN ln Thay i v chi ph v hiu qu S thch ca ngi tiu dng cho cc sn phm c khc bit ha thay v sn phm c tiu chun ha (hoc ngc li) Chnh sch, php lut ca chnh ph cc nc S thay i v thi , li sng v s quan tm ca x hi S thay i v mc ri ro, thiu n nh trong kinh doanh
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V th no trn th trng cc i th cnh tranh ang chim gi? ng thi chin lc no cc i th c th thc hin?

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Cc TCT ang chim gi v th no?

Mt k thut m t v th cnh tranh khc nhau ca cc i th trong ngnh l lp bn nhm chin lc Mt nhm chin lc l mt tp hp cc cng ty trong ngnh c hng tip cn cnh tranh v v th th trng ging nhau

Lp bn nhm chin lc

Cc cng ty trong cng nhm chin lc c cng hai hay nhiu c im cnh tranh
C

chui sn phm tng t nhau

Cung Cung Hot Tp S

cp sn phm cng c tnh, cng mt khong cht lng/gi c cp cho khch hng dch v ging nhau ng cng khu vc a l

trung cng vo cc knh phn phi hi nhp theo chiu dc nh nhau

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dng hng tip cn cng ngh ging nhau

Mc
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ng thi chin lc no cc i th c th thc hin?

Cu hi 5: Cc nhn t chnh quyt nh thnh cng?

ng thi chin lc ca TCT c th nm bt c thng qua:

Chin Hot im Cc Kiu

lc hin ti

Nhng nhn t chnh quyt nh thnh cng chnh l nhng nhn t to nn nng lc cnh tranh ca doanh nghip. V c bn bao gm:
Chin Nng

ng v thng co bo ch gn y nht mnh v im yu v ngun lc

n lc c p dng cng c v th

t duy v nng lc lnh o ca i ng lnh o cao nht

lc kinh doanh ti u lc marketing Nng lc ti chnh Nng lc nghin cu v pht trin (R&D) Nng lc ngun nhn lc Nng lc sn xut
...
75 76

19

Cu hi 6: Kt lun v sc hp dn ca ngnh?

Bao gm nh gi mi trng cnh tranh v ngnh hp dn hay khng thu li nhun Mt cng ty thch hp duy nht trong mt ngnh khng hp dn c th thu c li nhun cao bt thng khng?

PHN TCH V NH GI MI TRNG NI B DOANH NGHIP

S hp dn ch l tng i, khng phi tuyt i Kt lun rt ra t kha cnh ca mt cng ty c th m thi

77

ThS. Lng Thu H H Ni, 2011

Ni dung

Cu hi 1: Chin lc hin ti ca DN c pht huy tc dng tt khng?

Cu hi 1: Chin lc hin ti ca DN c pht huy tc dng tt khng? Cu hi 2: Nhng ngun lc ni b, im mnh/yu ca DN? Cu hi 3: Kh nng cnh tranh ca DN so vi cc i th cnh tranh chnh? Cu hi 4: Phn tch danh mc u t (i vi nhng cng ty a ngnh)?
79 80

Cc thnh phn ca chin lc cng ty n ngnh nh gi chin lc hin ti Ni dung chnh nh gi chin lc hin ti Ch tiu chnh

20

Cc thnh phn ca chin lc cng ty n ngnh

Nhng ng thi vt ln i th N lc xy dng li th cnh tranh
Chin lc R&D Chin lc qun tr chui cung ng Chin lc sn xut Chin lc Marketing Chin lc qun l NNL Chin lc ti chnh Chin lc kinh doanh

nh gi chin lc hin ti

Phn ng trc s thay i cc iu kin Mc bao ph v mt a l

Xem xt phng hng cnh tranh: cnh tranh bng v kh no?

M hnh M.Porter: dn u chi ph, khc bit ha, tp trung ha M hnh 4P: Product, Price, Place, Promotion

Xem xt quy m cnh tranh:

Hot ng trn on no trong chui sn xut/phn phi ca ngnh Mc bao ph th trng

Xu hng hp tc v tr thnh i tc chin lc

81

Cc ng thi chin lc gn y Xem xt cc chin lc chc nng

82

nh gi chin lc hin ti

Cu hi 2: Nhng ngun lc ni b, im mnh/yu ca doanh nghip?

Xu hng trong doanh s v th phn Xu hng trong li nhun v t sut li nhun Tng v/hay duy tr khch hng Sc mnh ti chnh v nh gi tn nhim chung Xu hng ca gi chng khon v gi tr c ng N lc lin tc hon thin v i mi Hnh nh v ting tm vi khch hng Cng ngh, cht lng, sng to, thng mi in t Vai tr lnh o

Nng lc l kt qu ca kinh nghim v hc tp ca t chc v th hin s ti gii tht s trong thc hin cc hot ng Nng lc nng ct l hot ng bn trong c thc hin tt, l trung tm cho kh nng cnh tranh v li nhun ca cng ty Nng lc vt tri l hot ng ni bt trong cnh tranh m mt cng ty thc hin tt hn so vi i th
84

83

21

Nng lc nng ct Ngun lc gi tr

Nng lc vt tri Ngun lc vt tri

Nng lc tr thnh nng lc nng ct khi hot ng thc hin tt tr thnh trung tm ca kh nng cnh tranh v li nhun ca cng ty Nng lc nng ct l kt qu ca s phi hp gia cc b phn khc nhau ca mt cng ty V c bn, nng lc nng ct nm trong ngun nhn lc ca cng ty, khng phi l ti sn c th th hin trn bng cn i

Nng lc vt tri l hot ng ni bt trong cnh tranh m cng ty thc hin tt hn i th Nng lc vt tri:
Th C C

hin mt kh nng trong cnh tranh m i th khng c tim nng tr thnh nn tng ca chin lc th to ra mi nhn cnh tranh trn thng trng - bi ngun lc mnh hn so vi i th
86

#1

85

B my t chc Hot ng qun tr

Ngun nhn lc

M hnh c cu t chc c ph hp thc thi chin lc khng? S ph hp gia chin lc vi nhim v v mc tiu ca DN Mc tp trung / phn tn trong t chc, phn quyn - y quyn c ph hp khng? Hiu lc ra quyt nh, thc thi v kim tra?

Phn tch lc lng lao ng trc tip v gin tip (3 cp: cp cao, cp trung gian, cp c s) Vn to ng lc cho ngi lao ng Chnh sch o to pht trin ngun nhn lc ni b Mi trng lm vic, vn ha doanh nghip
88

87

22

Nng lc t chc sn xut

Nng lc nghin cu pht trin R&D

Thit k qu trnh sn xut Cng sut: Quy m sn xut c hiu qu khng? Chi ph v vn gim chi ph T chc kho bi v vn tn kho Cht lng v kim tra cht lng Mc n nh t nh cung cp

Nhn thc v hot ng R&D Ngn sch cho lnh vc R&D (5% DT hay 10% LN) Ngun nhn lc tin hnh hot ng R&D My mc thit b, cng ngh cn thit cho hot ng R&D

89

90

Nng lc marketing

Nng lc ti chnh

nh gi h thng marketing:
Thng

Kh nng thanh ton di hn, ngn hn, nhanh T l n / (Tng vn, Vn CSH) Ch tiu hiu qu kinh doanh Ch tiu hiu qu s dng vn Ch tiu tng trng Ch tiu th phn

tin v khch hng v i th cnh tranh S thay i trong nhu cu v xu hng tiu dng Phng php v kh nng d bo nhu cu Kh nng gi m tng kinh doanh mi

Hiu qu ca hot ng marketing?

i vi tng mt hng / nhm khch hng / th trng / knh phn phi Hiu qu trong hot ng marketing ca TCT

Hot ng marketing b phn / marketing ni b

91

=> Cn phn tch c kh nng khai thc v huy ng

92

23

H thng thng tin qun l

Cu hi 3: KNCT ca DN so vi cc TCT chnh?

Vai tr ca h thng thng tin i vi vic phn tch ni b DN Thng tin y , kp thi, ng tin cy Tr gip nh qun tr cc cp ra quyt nh Tnh cp nht ca h thng thng tin

Vic so snh tng th kh nng cnh tranh ca DN vi TCT chnh nhm tr li hai cu hi sau:
DN

xp hng nh th no so vi TCT tng yu t quan trng quyt nh thnh cng trn th trng? ty c li th cnh tranh hay bt li cnh tranh ring so vi TCT chnh?
94

Cng

93

nh gi KNCT ca DN so vi TCT
1. 2.

Minh ho v nh gi sc mnh cnh tranh s dng trng s v khng c trng s

A. V d v nh gi sc mnh cnh tranh khng dng trng s Thang im: 1 = Rt yu, 10 = Rt kho
Tiu ch sc mnh thnh cng chnh ABC Co. TCT 1 TCT 2 TCT 3 TCT 4

Xc nh cc yu t thnh cng chnh nh gi DN v i th trn tng yu t, s dng thang im 1 n 10 (1 = rt yu; 5 = TB; v 10 = rt kho) Quyt nh s dng h thng o c trng s hay khng c trng s (mt h thng c trng s tt hn v cc thc o sc mnh c chn thng khc nhau v mc quan trng) Tng cc im cho a ra mt s o chung v sc mnh cnh tranh ca tng i th Cn c vo cc s o chung , xc nh v tr cnh tranh chung ca cng ty
95

3.

Tnh nng/Cht lng sn phm Hnh nh/tn tui Nng lc mng li phn phi K nng phc v khch hng Nng lc sn xut

4.

Nng lc i mi sn phm Nng lc cng ngh Ngun lc ti chnh V tr chi ph tng quan Tng im khng ly trng s
96

5.

24

Minh ho v nh gi sc mnh cnh tranh s dng trng s v khng c trng s

B. V d v nh gi sc mnh cnh tranh dng trng s Thang im: 1 = Rt yu, 10 = Rt kho
Tiu ch sc mnh thnh cng chnh Trng s Tnh nng/Cht lng sn phm Hnh nh/tn tui Nng lc mng li phn phi K nng phc v khch hng Nng lc sn xut Nng lc i mi sn phm Nng lc cng ngh Ngun lc ti chnh V tr chi ph tng quan Tng trng s Tng im ly trng s
97

Cu hi 4: Phn tch danh mc u t i vi nhng cng ty a ngnh?

ABC Co. imTS

TCT 1

TCT 2

TCT 3 TCT 4

imTS imTS imTS imTS

Chin lc kinh doanh ca cng ty a ngnh? Ma trn BCG Ma trn Mc Kinsey

98

CLKD ca cng ty a ngnh

a dng ha chc nng hp hoc rng Xy dng phng thc phn b vn N lc nhm t c s tng thch gia cc lnh vc hot ng T b nhng lnh vc kinh doanh khng hiu qu Gia nhp v xy dng ch ng trong mt ngnh mi a dng ha lin quan, khng lin quan hay hn hp?
Chin lc kinh doanh (Cty a ngnh)

Ma trn BCG
Kh nng thu li nhun ca SP / SBU / DN n ngnh Ngi sao Kh nng pht trin trn th trng Du hi

Phm vi hot ng theo a l

M rng lnh vc kinh doanh

B sa

Con ch

99

100

25

Ma trn BCG
Kh nng thu li nhun cao Trin vng th trng ln Cnh tranh khc lit

Ma trn BCG

Li nhun hin ti thp Trin vng pht trin tt Cn chnh sch h tr v u t hp l Kh nng thu li nhun hin ti thp Khng cn tim nng pht trin B khng nh, bn i khng th

Li nhun hin ti rt cao Khng cn tim nng pht trin Vt tht kit, khng nn u t mi

101

102

Ma trn BCG

Ma trn BCG
Kh nng thu li nhun ca SP / SBU / DN n ngnh Ngi sao Kh nng pht trin trn th trng Du hi

Phn tch danh mc u t: Phn tch v nh hng chin lc cho tng Sn phm / SBU / Doanh nghip n ngnh La chn phng n kinh doanh Phn b ngun lc: u t c ch ch Phn tch c cu:

Trnh Con ch Nu khng c Du hi Nu khng c B sa Th King 3 chn

B sa

Con ch

103

104

26

Ma trn Mc Kinsey
Kh nng cnh tranh ca doanh nghip Mnh Cao (1) T.bnh (2) Y u (6)

Sc hp dn ca mi trng kinh doanh

CC LOI CHIN LC TRONG DOANH NGHIP

T.bnh

(3)

(5)

(8)

ThS. Lng Thu H

Thp (4) (7) (9)

H Ni, 2011
105

Ni dung

I. CHIN LC CP DOANH NGHIP

Vai tr ca chin lc cp doanh nghip Phn loi chin lc cp doanh nghip Cc loi chin lc cp doanh nghip

Chin lc cp doanh nghip Chin lc cp n v kinh doanh (cp SBU) Chin lc cp chc nng

107

108

27

Vai tr ca chin lc cp DN

Phn loi chin lc cp DN

Gii quyt vn trn hai kha cnh:

Cch

Cn c phn loi:
Mc Chu c

thc vt qua kh khn hiu qu nht S dng ngun lc hn ch hiu qu nht

tiu di hn ca doanh nghip k pht trin ca ngnh kinh doanh im ca ngnh kinh doanh

Thay i c cu t chc cp ton doanh nghip Ch ra cc bin php qun tr s thay i Ci nhn ton cnh v C hi / Nguy c hin ti v tng lai C ch, c s ng u vi mi trng kinh doanh phc tp v bin ng
109

110

Phn loi theo mc tiu di hn

Chin lc Cch thc

CORPORATE STRATEGY

Chin lc tng trng tp trung

Chin lc tng trng

Chin lc a dng ha Chin lc hi nhp Chin lc lin kt (Lin minh chin lc)

Chin lc phng th

Cch thc c th F.David X Thm nhp th trng X Pht trin th trng X Pht trin sn phm X a dng ha lin quan rng buc a dng ha lin quan theo chui X a dng ha khng lin quan X Hi nhp ra pha trc X Hi nhp ra pha sau X Hi nhp ngang Lin doanh Lin minh chin lc thng qua hnh thc s hu c phn Lin minh chin lc khng thng qua s hu c phn X Chin lc ct gim X Chin lc bn bt X ng ca doanh nghip

Growth Strategy

Defense Strategy

Intensive Intensive Strategy Strategy

Intergration Intergration Strategy Strategy Cooperative

Strategy

Retrenchment Retrenchment Divestiture Divestiture Liquidation Liquitdation

Diversification Diversification Strategy Strategy

Market Penetration Market Development Product Development Constrained Related Diversification Linked Related Diversification Unrelated Diversification

Forward Intergration Backward Intergration Horizontal Intergration Joint Venture Equity Strategic Alliance Nonequity Strategic Alliance Fred R. David Hitt-Hoskission-Ireland

28

CHIN LC CP DN

Chin lc tng trng

Chin lc phng th

1.1. Chin lc tng trng

Intensive Chin lc TT Tp trung Strategy Diversification Chin lc a Strategy dng ha

Thm nhp th trng Pht trin th trng Pht trin sn phm DH lin quan rng buc DH lin quan theo chui DH khng lin quan

Chin Intergration lc hi Strategy nhp Chin lc lin kt

Hi nhp v trc Hi nhp v sau Hi nhp ngang Lin Doanh Equity Strategic Alliance Nonequity Strategic Alliance

Retrenchment CL ct gim CL Divestiture bn bt CLLiquitdation ng ca DN

Chin lc tng trng tp trung Chin lc a dng ha Chin lc hi nhp Chin lc lin kt (Lin minh chin lc)
114

Fred R. David Hitt-Hoskission-Ireland

1.1.1. Chin lc tng trng tp trung

1.1.1.1. Chin lc thm nhp th trng

Chin lc thm nhp th trng Chin lc pht trin th trng Chin lc pht trin sn phm

Mc tiu: Gia tng th phn i tng: Sn phm v dch v hin ti Bin php: Tng cng cc n lc marketing Hiu qu nht khi:
Th

trng cha bo ha phn ca TCT c xu hng gim trong khi tr trng m rng Doanh s v chi ph marketing tng quan cht ch Li th kinh t nh quy m
Th
115 116

29

1.1.1.2. Chin lc pht trin th trng

1.1.1.3. Chin lc pht trin sn phm

Mc tiu: Cc khu vc a l mi i tng: Sn phm v dch v hin ti Bin php: M rng knh phn phi Hiu qu nht khi:
DN

Mc tiu: Gia tng lng hng ha tiu th i tng: Sn phm hoc dch v hin ti Bin php: Thay i hoc ci tin Hiu qu nht:
Sn

c th thit lp knh phn phi mi hiu qu ti mt on th trng cha khai thc / bo ha DN lm n c hiu qu v c ngun lc m rng DN ang hot ng di nng lc Ngnh c xu hng m rng trn ton cu
Tn
117

phm thnh cng i vo giai on bo ha c tc i mi v pht trin cng ngh cao Ngnh c tc tng trng cao TCT chnh a ra sn phm c cht lng tt hn vi gi bn cnh tranh hn R&D l th mnh tht s ca DN
Ngnh
118

1.1.2. Chin lc a dng ha

Mc v hnh thc DH DH mc thp

Lnh vc kinh doanh n nht Lnh vc kinh doanh chim u th

Ni dung
>= 95% LN: LVKD ct li.

Minh ha

70% - 95% LN: LVKD chim u th

a dng ha lin quan rng buc

DH

a dng ha lin quan < 70% LN: LVKD chim u th rng buc Cc LVKD chia s sn phm, cng ngh v knh phn phi. a dng ha lin quan < 70% LN: LVKD chim u th theo chui Cc LVKD ch c mi lin h nht nh. < 70% LN: LVKD chim u th DH khng lin quan Khng c mi lin h no gia cc lnh vc kinh doanh.

a dng ha lin quan chui a dng ha khng lin quan

mc trung -

cao

DH mc rt cao
119

30

Chin lc DH lin quan

1.1.2.1. DH lin quan rng buc

Related Constrained Diversification

Mc tiu: To ra v tn dng li th kinh t nh quy m gia cc lnh vc kinh doanh Tc dng: Tit kim chi ph sn xut Bin php:
Chia Chuyn

Mc ch: To ra s lin h trong qu trnh t chc sn xut Bin php = cch chia s cc hot ng c bn:
H

thng phn phi / giao hng Cc hot ng hu cn u vo Cc hot ng h tr khc

121

s ngun lc (Hu hnh) giao nng lc cnh tranh ct li (V hnh)

Chi ph c nh S rng buc gia cc LVKD => Kh ri ro

122

1.1.2.2. DH lin quan theo chui

Related Linked Diversification

Chin lc DH lin quan hiu qu nht khi:

Mc ch: chuyn giao nng lc cnh tranh ct li gia cc lnh vc => S lin h cp DN Nng lc cnh tranh ct li: s tng hp ngun lc v kh nng Li ch c bn:
Tit

kim chi ph v ngun lc pht trin NLCT ct li To LTCT m TCT kh nm bt v bt chc

Bin php:
Chuyn

Ngnh ko tng trng hoc tng trng chm SP mi c th ci thin ng k tnh hnh tiu th SP hin ti SP mi c th nh gi mc gi cnh tranh cao SP mi c DT theo ma v lm cn bng DT theo ma v hin ti SP hin ti ang giai on suy thoi DN c i ng qun l tt
124

giao cng ngh / pht minh / sng ch Thuyn chuyn chuyn gia v nhn s ch cht
123

31

1.1.2.3. DH khng lin quan

Chin lc DH ko lin quan hiu qu nht khi:

u t vo ngnh c trin vng li nhun, ngoi chui gi tr hin ti ca DN iu kin i vi DN c la chn

C

nhu cu mua bn, sp nhp Trin vng li nhun c nh gi thp Rc ri ti chnh, tng qun Trin vng nhng thiu vn u t

125

Thch thc: S phc tp trong qun l v iu hnh mt cng ty theo ui CL a dng ha

SP mi lm DT ca SP hin ti tng ng k Lng tiu th sn phm mi v hin ti vn ng ngc chiu Ngnh cnh tranh cao v/hoc khng tng trng Ngnh KD c bn ca DN c xu hng suy gim hoc th trng bo ha DN vn v nng lc vn hnh DN c th tn dng knh phn phi hin ti Xut hin c hi tt u t Hot ng chng c quyn c thc hin
126

1.1.3. Chin lc hi nhp

1.1.3.1. Chin lc hi nhp v pha trc

Chin lc hi nhp v pha trc

(Forward Intergration)

Mc ch: S hu hoc gia tng kh nng kim sot i vi nh phn phi hoc ngi bn l Mt hnh thc c th: Franchising Hn ch ngun lc khi cn a dng ha Mt s trng hp hiu qu
128

Chin lc hi nhp v pha sau

(Backward Intergration)

Chin lc hi nhp ngang

(Horizontal Intergration)

127

32

CL hi nhp v pha trc hiu qu nht khi:

1.1.3.2. Chin lc hi nhp v pha sau

Knh phn phi hin ti chi ph cao, ko ng tin, ko p ng nhu cu Knh phn phi hin ti tt nhng nng lc hn ch Ngnh tng trng hoc c trin vng tng trng r rng ngun lc v nng lc qun l Cn tng kh nng d bo nhu cu => n nh KD Nh phn phi hoc bn l c LN cn bin cao
129

Mc ch: S hu hoc gia tng kh nng kim sot i vi nh cung cp Hai xu hng c bn:
Xu

hng 1: La chn nhiu nh cung ng v trn phm vi ton cu c mc gi cnh tranh Xu hng 2: La chn cng t nh cung ng cng tt, thit lp quan h gn gi v di hn (Nht Bn)

Mt s trng hp hiu qu
130

CL hi nhp v pha sau hiu qu nht khi:

1.1.3.3. Chin lc hi nhp ngang

Nh cung cp hin ti chi ph cao, ko ng tin, ko p ng nhu cu S lng NCC t, TCT nhiu Ngnh tng trng hoc c trin vng tng trng r rng ngun lc v nng lc qun l Cn s n nh gi c cc YTV => LTCT Nh cung cp c li nhun cn bin cao DN cn c cung ng V cn thit nhanh chng
131

Mc ch: Nhm s hu hoc gia tng kh nng kim sot i vi TCT Ngy cng c s dng nh l cng c tng trng Mt s trng hp hiu qu
132

33

CL hi nhp ngang hiu qu nht khi:

1.1.4. Chin lc lin kt

DN c th c quyn kinh doanh m ko b e da t chnh ph Ngnh c tc tng trng cao Li th v quy m c th to ra LTCT vt tri ngun lc v nng lc qun l TCT c bin ng bt li t ni b, ko phi do ngnh suy gim.
133

Chin lc lin kt: Lin kt cng t c mc tiu chung Cc dng chin lc lin kt:
C

bn v ph bin nht: Lin minh chin lc khc

M&A Dng

134

Lin minh chin lc (Strategic Alliance)

Cc loi lin minh chin lc (LMCL)

Lin minh chin lc: L mt loi chin lc lin kt, trong cc DN kt hp mt s ngun lc v kh nng li vi nhau to ra LTCT Nhiu thnh vin vi mc trao i v chia s ngun lc khc nhau Khuych i v pht trin ngun lc v nng lc Li th cnh tranh hp tc hay li th cnh tranh tng quan
135

Lin doanh
Joint venture

LMCL thng qua hnh thc s hu c phn

Equity strategic alliance

LMCL khng thng qua s hu c phn

Nonequity strategic alliance
136

34

1.1.4.1. Lin doanh

1.1.4.2. LMCL thng qua s hu c phn

Lin doanh l hnh thc LMCL trong cc bn tham gia lin doanh (t hai tr ln) cng ng gp ngun lc v nng lc ca mnh hnh thnh mt ch th kinh t c lp v mt php l Hiu qu trong cc trng hp sau:
Trong

L hnh thc LMCL trong cc bn i tc s hu mt t l phn trm nht nh c phn ca DN nhm kt hp cc ngun lc v nng lc to ra LTCT cho DN v mang li li ch cho cc bn tham gia lin minh Dng ph bin: u t trc tip nc ngoi ti mt s nc Chu
138

cc mi quan h di hn Chuyn giao cc kin thc phi vn bn To ra li th cnh tranh mi xm nhp vo th trng mi c tnh n nh thp
137

LMCL thng qua hnh thc s hu c phn

VD1 Citygroups Inc. ti Trung Quc

LMCL thng qua hnh thc s hu c phn

VD2 HSBC ti Vit Nam

Citygroups Inc. lin minh chin lc vi Ngn hng Pht trin Thng Hi Pudong (Shanghai Pudong Developnment Bank SPDB), 9th, thng qua vic s hu 5% c phn. Nng t l s hu ln 25% => NH NN 1st s hu trn 20% mt NH ni a B phng Citygroups tn cng th trng th tn dng ca TQ 2004, SPDB v Citybank cng nhau a ra chic th tn dng u tin ti TQ
139

8/1995: Chi nhnh Tp H Ch Minh ca HSBC chnh thc hot ng 12/2005: HSBC mua 10% c phn ca Techcombank 1 trong nhng NHTM ln nht VN xt v vn 7/2007: HSBC tip tc mua 5% c phiu ca Techcombank 8/2008: Nng t l s hu Techcombank t 15% ln 20% - NH NN 1st s hu 20% mt NH trong nc
140

35

LMCL thng qua hnh thc s hu c phn

VD2 HSBC ti Vit Nam

1.1.4.3. LMCL ko thng qua s hu c phn

9/2007: HSBC mua 10% c phiu ca Tp on Bo Vit => i tc NN duy nht HSBC s s hu 25% c phiu ca Tp on Bo Vit trong 5 nm Hin t l s hu l 18% HSBC mong mun nng t l s hu ln 25% nh tha thun
141

L hnh thc LMCL trong cc bn tham gia lin minh thit lp v pht trin cc mi quan h thng qua cc hp ng hp tc chia s cc ngun lc ring bit nhm to ra LTCT. c im:
t

ph bin hn i hi s cam kt gia cc bn t hn Khng hnh thnh ch th mi hay s hu c phn

=> Khng ph hp vi cc d n phc tp

142

Xu hng LMCL ko s hu c phn

1.2. Chin lc phng th

Cc DN ngy cng s dng nhiu hnh thc khc nhau:

Tha

Chin lc ct gim
Retrenchment

thun license Tha thun phn phi sn phm Hp ng cung ng

Chin lc bn bt
Divestiture

Nguyn nhn l do cc ngnh cng nghip trong xu th ton cu:

Phc

tp Khng n nh
143

Chin lc ng ca
Liquitdation
144

36

1.2.1. Chin lc ct gim

Retrenchment

Chin lc ct gim ca Samsung trong KHTC Chu 1996-1997 Kin trc s: Yun Jong Yong (Vice President, CEO) Chin lc: ct gim v ti cu trc Bin php:
Sai

Mc ch: Lt ngc qu trnh suy gim DT-LN

Bin php: C cu li doanh nghip C th:

Bn

t ai, bt ng sn C cu li cc tuyn sn phm Ct gim nh my / LVKD T ng ha qu trnh Ct gim lao ng Thit h thng kim sot chi ph
145

thi 1/3 lng cng nhn (24.000 ngi) s NQT cp cao Bn ti sn tha (1.9 t USD): 16 nh my, my bay ring Ct gim 50% chi ph cc loi
Thay
146

Chin lc ct gim hiu qu nht khi:

1.2.2. Chin lc bn bt
Divestiture

DN c nng lc c bit nhng khai thc tht bi DN v th cnh tranh yu Chu sc p t cc THQ v hot ng ko hiu qu DN tht bi trong vic i mt vi SWOT DN tng trng qu nhanh, qu rng

Bn 1 SBU, 1 b phn hay 1 phn DN Mc ch: Huy ng ti chnh cho hot ng mua bn hay u t chin lc trong tng lai C th l 1 phn ca CL ct gim (TH: ko ph hp hoc i hi qu nhiu ngun lc)
148

147

37

Chin lc bn bt hiu qu nht khi:

1.2.3. Chin lc ng ca
Liquidation

Tht bi khi theo ui chin lc ct gim 1 LVKD c nhu cu ln hn kh nng c th p ng ca DN 1 LVKD c th lm gim hiu qu chung ca DN 1 LVKD khng ph hp vi nh hng chung Cn ngun ti chnh ln, kh huy ng B e da t hot ng chng c quyn ca CP
149 150

Bn ton b ti sn ca DN cn c vo TSHH C th l tha nhn tht bi / kh khn ng ca cc DN mi thnh lp, va v nh ng ca DN do c phn ha

Chin lc ng ca hiu qu nht khi:

1.3. Mt s CLKD ng i

theo ui chin lc ct gim v bn bt nhng tht bi Mun thu li s tin ln nht c th c t ti sn ca DN mt cch ch ng v c k hoch B p thit hi v ti chnh cho ch s hu
151

Chin lc i dng xanh

Quan S

im i dng xanh / i dng hnh thnh cc i dng xanh Nguyn tc hnh thnh v thc hin chin lc i dng xanh

Chin lc BPO (Business-Process Outsourcing)

152

38

1.3.1. Chin lc i dng xanh

S hnh thnh cc i dng xanh

Tc gi: W. Chan Kim v Rene Mauborgne

Cc ngnh mi lin tc hnh thnh v pht trin i dng xanh: C hi ln v cng bng C hi v ri ro trong i dng xanh / i dng

Quan im i dng xanh / i dng :

i i

dng : Nn tng l cnh tranh dng xanh: Khong trng th trng khng c cnh tranh (Cc ngnh cha tn ti)

Nghin cu 108 cng ty:

86% 14%

LVKD mi (SP c) LVKD mi

62% DT 38% DT

39% LN 61% LN
153 154

Nguyn tc hnh thnh CL i dng xanh

Nguyn tc thc hin CL i dng xanh

Xc nh v hnh thnh chin lc:

Nguyn Nguyn Nguyn Nguyn

Vt qua nhng ro cn chnh v t chc:

ng Thi

tc xc lp ranh gii th trng tc thit k quy trnh chin lc tc ti a ha quy m th trng

c, thi , chnh tr gian Ngun lc

Xy dng quy trnh thc hin chin lc

tc xc nh m hnh chin lc, m hnh kinh doanh bn vng

155 156

39

1.3.2. Chin lc BPO

Li ch ca BPO

Tit kim chi ph Tp trung ngun lc vo LVKD ct li Cung cp DVKH tt hn, linh hot hn Kh nng la chn nh cung cp DV ph hp Duy tr LTCT = cch tp trung vo hot ng ct li trong chui gi tr

BPO = Business-Process Outssourcing (Thu ngoi 1 / 1 s khu ca QT sn xut) Th trng BPO ngy cng tng trng: 122 t USD (2003) => 173 t USD (2007)

157

158

II. CHIN LC CP KINH DOANH (*)

2.1. Cc CLCT c bn ca M.Porter

Ba chin lc cnh tranh c bn ca M.Porter

Chin lc dn u v chi ph Chin lc khc bit ha sn phm Chin lc trng tm ha (tp trung)

Chin lc kinh doanh cn c vo v th cnh tranh Chin lc kinh doanh cn c vo giai on pht trin ca ngnh

(*) p dng c th cho tng lnh vc kinh doanh v cc n v kinh doanh chin lc (SBU Strategic Business Unit)
159 160

40

2.1.1. Chin lc dn u v chi ph

2.1.2. Chin lc khc bit ha sn phm

Mc ch: hot ng tt hn bng cch sn xut mc chi ph thp hn TCT Gii php:
Li

Mc ch: to ra s khc bit trong sn phm ca mnh thu li nhun cao Gii php:
Nng i

th kinh t nh quy m c quyn cng ngh u th v ngun nguyn liu, dch v

cao cht lng mi khng ngng Thch nghi vi khch hng

Li th: sc mnh i vi nh cung ng, hng ro gia nhp Bt li: d dng b bt chc, cht lng sn phm, nhu cu khch hng, li nhun
161

Li th: lng trung thnh ca KH, hng ro gia nhp i vi TCT tim n v Sp thay th Bt li: c th b bt chc, chi ph sn xut, chi ph marketing
162

2.1.3. Chin lc trng tm ha (tp trung)

2.1.4. S b tc chin lc

Mc ch: nh hng phc v nhu cu ca mt nhm KH hoc on th trng Gii php:

Khc Chi

S nht qun trong chin lc ca DN Cc iu kin cn thit chin lc thnh cng Nguyn nhn:
Mi

bit ha sn phm ph thp Theo ui ng thi c hai chin lc

Li th: hiu bit th trng, lng trung thnh ca KH, tc i mi nhanh hn Bt li: t nh cung ng, chi ph sn xut quy m nh, s bin ng (bin mt) ca nhu cu
163

trng thay i kh nng kim sot S chuyn mn ha v s pht trin ca KHCN

Mt
164

41

2.2. Chin lc KD theo v th cnh tranh

2.2.1. Chin lc KD ca cc DN th lnh

Mc tiu:
M

CLKD ca cc DN th lnh CLKD ca cc DN v th thch thc CLKD ca cc DN i sau CLKD ca cc DN ang tm ch ng trn th trng
165

rng quy m th trng th phn Bo v th phn

Tng

Chin lc bo v th phn:
Chin Chin

lc i mi lc cng c Chin lc i u Chin lc ngi dn u (Ngnh suy thoi)

166

2.2.2. Chin lc KD ca cc DN thch thc

2.2.3. Chin lc KD ca cc DN i sau

DN thch thc ? Mc tiu: Tng trng nhanh Bin php:

Ginh Ginh

Mc tiu:
Bo Tm

v th phn hin c cch c thm khch hng mi Hp tc trnh gy phn khng

th phn t DN th lnh th phn t TCT yu hn (Marketing mix)

Trnh gy phn khng:

Pht

D on v i ph vi cc hnh ng tr a => Cc bin php t v

167

tn hiu th trng Cng khai ha s thay i Ch r ngun gc / nguyn nhn ca s thay i

168

42

2.2.4. CLKD ca cc DN ang tm ch ng trn th trng

2.3. CLKD theo cc giai on pht trin ca ngnh

Mc tiu:
Tp Xc

trung tm kim v khai thc th trng ngch nh phn on TT c cu n nh, suy gim chm, cu trc ph hp

Mc ch: Duy tr li th cnh tranh ca DN trong nhng mi trng KD khc nhau Phn loi:
CLKD

Bin php:
Chuyn Tp

mn ha (sn phm, KH, a l, dch v) trung ha

169

trong ngnh manh mn CLKD trong ngnh phi thai v tng trng CLKD trong ngnh trng thnh CLKD trong ngnh chn mui CLKD trong ngnh suy thoi
170

2.3.1. CLKD trong ngnh manh mn

2.3.2. CLKD trong ngnh phi thai v tng trng

c im: Nhiu DN va v nh L do duy tr s mnh mn:

Bt

c im: S i mi ca cc DN tin phong Mc tiu: Khai thc s i mi v thit lp li th cnh tranh di hn Cn c la chn chin lc:
Ti

li do quy m ln Ro cn gia nhp thp

Chin lc: Chin lc tp trung

Ph v tnh mnh mn:

Pht

trin h thng kinh doanh Nhng quyn thng mi Hp nht theo chiu ngang
171

sn b xung khai thc s i mi Ro cn i vi cc TCT Kh nng bt chc ca cc TCT

172

43

2.2.3. CLKD trong ngnh trng thnh

2.2.4. CLKD trong ngnh chn mui

S thng tr ca s lng nh cc DN ln Chin lc ngn cn s gia nhp ca TCT:

Tng

chng loi (pht trin) sn phm Gim gi Duy tr NLSX d tha

Mc ch: Khng ch u vo v nm quyn phn phi sn phm Chin lc: Hp nht theo chiu dc Hp nht v pha trc
Nm

Hp nht v pha sau

Bo

Chin lc qun l mi quan h ngnh:

Pht

v th phn

vng thng tin v KH

tn hiu v gi o gi (i vi DN th lnh) Tng cng cnh tranh phi gi Thm nhp th trng Kim sot nng lc sn xut
Lnh

Nng

cao cht lng, m bo cht lng DVBH v gim chi ph DV sau BH Cung ng kp thi Gim chnh lch li nhun khi phn phi qua nhiu trung gian
173 174

2.2.5. CLKD trong ngnh suy thoi

CLKD trong ngnh suy thoi

Tnh khc lit ca s suy thoi:

Chiu cao ca ro cn rt lui Chi ph c nh Bn cht ca sn phm

Cc chin lc chnh:
Chin

lc ngi dn u (Ngnh suy thoi) lc th trng c tn (Tp trung ha) lc thu hoch lc rt lui khi ngnh

Tc suy thoi

Chin Chin Chin

Mc cnh tranh

175

176

44

La chn chin lc trong ngnh suy thoi

Cao

III. CHIN LC CHC NNG

Mc cnh tranh trong ngnh suy thoi

Rt lui khi ngnh

Th trng c tn / Thu hoch

Chin lc chc nng nhm:

t

hiu qu cao nht cao cht lng sn phm i mi p li khch hng

Nng

Thu hoch / Rt lui khi ngnh

Ngi dn u / Th trng c tn

=> Xy dng v duy tr li th cnh tranh

Thp t im mnh ca cng ty

177

Chui gi tr
178

Nhiu

Chui gi tr

3.1. (CLCN nhm) t hiu qu cao nht

Cc hot ng h tr

Hu T Hu cn chc cn u sn u vo xut ra

M a r k e t i n g

C s h tng Dch v BH v sau BH Ngun nhn lc R&D Qun l vt t Ch to

Chin lc sn xut v tc nghip Chin lc marketing Chin lc qun l nguyn vt liu Chin lc nghin cu pht trin Chin lc ti chnh Chin lc ngun nhn lc
180

Cc hot ng chnh
179

45

3.1.1.Chin lc sn xut v tc nghip

Chin lc sn xut v tc nghip

Th t u tin cho sn xut:

Chi

nh v h thng sn xut:
Thit

ph sn xut thp Phn phi sn phm Cht lng sn phm dch v Tnh linh hot v dch v khch hng

k sn phm: Theo t hng / Chun ha

Quy trnh sn xut: Tp trung vo sn phm / quy trnh

l sn phm: Lu kho / Theo n hng

Tnh kinh t nh quy m v hiu ng ng cong kinh nghim

181

K hoch sn phm / dch v mi Cng ngh v quy trnh sn xut Phn b ngun lc cho sn xut Nhn t ph tr cho sn xut
182

3.1.2. Chin lc marketing

3.1.3. Chin lc qun l nguyn vt liu

Vai tr ca chin lc marketing Phn on th trng v th trng mc tiu

Nguyn vt liu v vn gim chi ph sn xut (chim 50-70% tng doanh thu) Qun l NVL:
n

Ni dung ca chin lc marketing:

4P: 7P:

Product, Price, Place, Promotion 4P + People, Progress, Physical Evidence

ni sn xut qu trnh sn xut Trong qu trnh phn phi

Trong

H thng qun l JIT (Just In Time)

184

183

46

3.1.4. Chin lc nghin cu pht trin

3.1.5. Chin lc ti chnh

Nghin cu C bn / ng dng / Trin khai Nghin cu pht trin sn phm mi Nghin cu ci tin quy trnh cng ngh:
Gim

Vai tr ca chin lc ti chnh i vi DN nh gi kh nng ti chnh ca DN:

Cn

s chi tit, b phn / Sn phm Gim s bc trong quy trnh sn xut Gim s thao tc / bc cng vic Gim thi gian ch tc
185

i dng tin: Kh nng thanh ton v ti tr cho cc khon u t mi Kh nng huy ng tn dng: nim tin v s k vng thu li nhun trong tng lai ca nh u t S linh hot v ti chnh: VL/VC, VL/ N ngn hn

186

3.1.6. Chin lc ngun nhn lc

3.2. (CLCN nhm) t cht lng cao

Vai tr ca ngun nhn lc i v chin lc pht trin ngun nhn lc Ni dung ca chin lc ngun nhn lc:
K

Cht lng sn phm vi vn thng hiu v gim chi ph sn xut Khi nim Qun l cht lng ng b (TQM Total Quality Management):
TQM l mt trit l v qun l, n tp trung vo ci thin cht lng sn phm, dch v ca cng ty v nhn mnh rng tt c cc hot ng ca cng ty cn phi hng ti thc hin mc tiu cht lng.

hoch ha ngun nhn lc sch tuyn dng v b tr cng vic Chnh sch th lao v to ng lc cho ngi lao ng Chnh sch o to v pht trin ngun nhn lc
Chnh

187

188

47

Thc hin TQM

Thc hin TQM (Tip)

Xy dng cam kt ca t chc v cht lng Tp trung vo khch hng: KH mun g? Tm kim phng tin o lng cht lng Thit lp cc mc tiu v ng vin khch l Thu ht s ng gp ca cc nhn vin

Pht hin sai st v tm cn nguyn H thng cung ng tc thi (Just In Time) Mi quan h vi nh cung cp T chc sn xut tinh gn Ph v hng ro ngn cch gia cc b phn

189

190

3.3. (CLCN nhm) i mi

Xy dng nng lc i mi

i mi S khc bit ha Li th hn TCT Mc ri ro trong i mi sn phm (T l thnh cng 12 20%)

Tnh Kh

Khuyn khch pht trin k nng nghin cu Kt hp R&D vi marketing Kt hp R&D vi sn xut Tng tc a sn phm ra th trng
192

khng chc chn nng thng mi ha Dung lng th tr trng Thi gian
191

48

3.4. (CLCN nhm) p li khch hng

6

Mc tha mn ca khch hng v gi tr thng hiu Cc bin php c th:

Xy

LA CHN CHIN LC V T CHC THC HIN CHIN LC

dng quan im thng nht ton DN trung vo nhu cu ca khch hng Tm hiu nhu cu khch hng Tha mn nhu cu khch hng
Tp
193

ThS. Lng Thu H H Ni, 2011

Ni dung

I.

CC K THUT PHN TCH NH HNG CHIN LC

K thut phn tch SWOT K thut nh gi yu t bn trong, bn ngoi (Ma trn IE) Ma trn hnh nh cnh tranh

Cc k thut phn tch nh hng chin lc La chn chin lc T chc thc hin chin lc

195

196

49

1.1. K thut phn tch SWOT

S dng ma trn SWOT trong QTCL

S dng sau khi phn tch mi trng kinh doanh v mi trng ni b DN Kt ni cc ngun lc v kh nng ca mt cng ty vi mi trng m cng ty hot ng

Bc 1: Tng hp kt qu phn tch MTKD C hi v nguy c

B1.1. B1.2.

C hi v xp hng c hi Thch thc v xp hng thch thc

(Ma trn / K thut phn tch) SWOT: Phng php phn tch:
im

mnh / im yu C hi / Thch thc

197

Bc 2: Tng hp kt qu phn tch ni b DN im mnh v im yu Bc 3: Tng hp kt qu v hnh thnh ma trn SWOT

198

Bc 1:

Tng hp kt qu phn tch MTKD bn ngoi ca DN

Mc quan trng ca yu t i vi ngnh (2) Rt quan trng = 3 Mc quan trng ca yu t i vi DN (3) Rt quan trng = 3 Quan trng =2 t quan trng = 1 Ko quan trng = 0
199

Bc 1.1. C hi v xp hng c hi
Tc ng i vi doanh nghip

Cc yu t MTKD bn ngoi (1)

Tnh cht tc ng (4)

im nh gi (5)

Bnh lun

Cc c hi chnh

Mc quan trng

im s

(6) xut (nu c) nhm tn dng c hi, hn ch tc ng ca nguy c

Lit k cc yu t thuc Quan trng MTKD =2 quc t, quc gia v t quan MT ngnh trng = 1 Ko quan trng = 0

Ct (2) x (3) v ly Khng du ca ct thun li (-) (4)

Thun li (+)

Phn loi mc Phn loi mc quan trng ca tc ng ca mi Lit k cc yu t mi yu t i vi yu t i vi mi trng bn doanh nghip doanh nghip ngoi l c hi chnh i vi Mc cao = 3 Nhiu = 3 doanh nghip Mc TB = 2 Trung bnh = 2 Mc thp = 1 t = 1

Nhn ct (2) vi ct (3)

200

50

Bc 1.2. Thch thc v xp hng thch thc

Tc ng i vi doanh nghip

Bc 2:

Tng hp kt qu phn tch MT ni b ca DN

Mc quan trng ca yu t i vi ngnh (2) Rt quan trng = 3 Mc quan trng ca yu t i vi DN (3) Rt quan trng = 3 Quan trng =2 t quan trng = 1 Ko quan trng = 0
202

Cc c hi chnh

Mc quan trng

im s

Cc yu t MTKD bn ngoi (1)

Tnh cht tc ng (4)

im nh gi (5)

Bnh lun

Phn loi mc Phn loi mc quan trng ca tc ng ca mi Lit k cc yu t mi yu t i vi yu t i vi mi trng bn doanh nghip doanh nghip ngoi l thch thc chnh i Mc cao = 3 Nhiu = 3 vi doanh nghip Mc TB = 2 Trung bnh = 2 Mc thp = 1 t = 1

(6)

Nhn ct (2) vi ct (3)

Lit k cc yu t thuc mi trng ni b doanh nghip

Quan trng =2 t quan trng = 1 Ko quan trng = 0

xut Ct (2) x (nu c) (3) v ly nhm tn Khng du ca ct dng im thun li (-) (4) mnh, khc phc im yu

Thun li (+)

201

Bc 3:

Tng hp kt qu v hnh thnh ma trn SWOT

Cc im mnh (S) Cc im yu (W) Lit k nhng im Lit k nhng im yu mnh quan trng nht t quan trng nht t bng bng tng hp MT ni b tng hp MT ni b SO Tn dng th mnh ca DN khai thc c hi t MTKD ST Tn dng im mnh bn trong DN gim bt tc ng ca cc nguy c bn ngoi WO Tn dng cc c hi bn ngoi khc phc im yu bn trng DN WT Phng th Khc phc im yu gim tc ng hoc trnh nguy c t bn ngoi
203

1.2. Ma trn nh gi yu t bn trong v bn ngoi IE

MT ni b doanh nghip MT bn ngoi Doanh nghip Cc c hi (O) Lit k nhng c hi quan trng nht t bng tng hp MTKD Cc nguy c (T) Lit k nhng nguy c quan trng nht t bng tng hp MTKD

K thut phn tch mang tnh nh lng Ngy cng c s dng rng ri Ma trn IE (Internal Extrenal Factors of Environment):
Ma Ma

trn nh gi cc yu t bn ngoi (EFE) trn nh gi cc yu t bn trong (IFE)

204

51

1.2.1. Ma trn nh gi cc yu t bn ngoi (EFE)

Cc yu t thuc MTKD bn ngoi (1) Lit k cc nhn t thuc MTKD bn ngoi DN

Ma trn nh gi cc yu t bn ngoi (EFE)

Mc quan trng (2) Cho im t 01 tng ng vi mc quan trng

Phn loi (3) DN t phn ng = 1 DN phn ng TB = 2

im quan trng (4)

Ma trn EFE: Tng im 1.0 < X < 4.0

0

< X < 2.5

Doanh nghip khng tn dng c c hi, trnh n c nguy c Trung bnh

(4) = (2) x (3) DN phn ng trn TB = 3 DN phn ng tt = 4

X
Tng = X

= 2.5

Tng = 1

2.5

< X < 4.0 Doanh nghip ang phn ng tt vi e da v c hi t mi trng

206

205

1.2.2. Ma trn nh gi cc yu t bn trong (IFE)

Cc yu t thuc MTKD ni b DN (1)

Ma trn nh gi cc yu t bn ngoi (IFE)

Mc quan trng (2)

Phn loi (3) im yu quan trng nht = 1

im quan trng

(4)

Ma trn IFE: Tng im 1.0 < Y < 4.0

0

< Y < 2.5 = 2.5 < Y < 4.0

Doanh nghip yu v ni b Trung bnh Doanh nghip mnh v ni b

Lit k cc nhn t thuc MT ni b DN

Cho im t 01 tng ng vi mc quan trng

im yu = 2 im mnh = 3 im mnh quan trng nht = 4

(4) = (2) x (3)

2.5
Tng = Y
207

Tng = 1

208

52

1.2.3. Tng hp ma trn IE

MA TRN BN TRONG BN NGOI (IE)
IFE Yu t mi trng bn trong
Mnh T.bnh Yu

1.3. Ma trn hnh nh cnh tranh

Cc yu t nh hng n KNCT ca DN (1) Bc 1: Lp danh sch khong 10 yu t c nh hng quan trng n kh nng ca mt cng ty trong ngnh Tm quan trng (2) Bc 2: Phn loi tm quan trng t 0.0 n 1.0 0.0 = Ko quan trng 1.0 = Rt quan trng nh gi (3) Bc 3: nh gi kh nng ca cng ty theo tng yu t 4 = Tt 3 = Kh 2 = Trung bnh 1= Yu im s (4) Bc 4: Xc nh im s i vi tng yu t (4) = (2) x (3)

EFE Yu t mi trng bn ngoi

Cao

T.bnh

Thp

Tng = 1

Bc 5: Tnh tng im
210

209

II. LA CHN CHIN LC

2.1. Cn c la chn chin lc

Chu k pht trin ca ngnh v sc mnh ca doanh nghip Quan im v nng lc ca CEO Mc tiu chin lc ca doanh nghip Chin lc hin ti v kt qu phn tch ni b Thi im la chn v thc thi chin lc Li ch v p lc ca cc i tng hu quan
212

Cn c la chn chin lc

Phng php nh gi cc phng n chin lc Xy dng l trnh thc hin chin lc

211

53

2.2. Phng php nh gi cc phng n chin lc PP cho im

2.3. Xy dng l trnh thc hin

Xc nh cc bc thc hin gn vi thi hn tng ng D kin ni dung ca cc bc thc hin chin lc D kin h thng kim sot chin lc D kin phng php nh gi v iu chnh chin lc

Bc 1: Xc nh quan im la chn chin lc Bc 2: Xc nh cc tiu ch, xc nh cc thang im Bc 3: Tnh im cho tng phng n chin lc Bc 4: La chn chin lc

Chn p/a c tng im cao nht v trn trung bnh Nu 2 p/a c tng im bng nhau => Chn p/a c im c trng s cao nht l cao nht Nu p/a cao nht c im thp hn trung bnh => Khng chn => Quay v chng II v lm t u

Quyt nh chnh thc phng n chin lc v bt u trin khai thc hin

213 214

III. T CHC THC HIN CHIN LC

Khi nim t chc thc hin chin lc

ngha ca giai on t chc thc hin chin lc Ni dung cc bc thc hin chin lc Yu cu t chc thc hin chin lc

T chc thc hin chin lc l qu trnh nhm m bo cho chin lc c thc hin mi khu v mi b phn trong doanh nghip. => t c cc mc tiu chin lc ra

215

216

54

3.1. ngha ca giai on t chc thc hin chin lc

3.2. Ni dung thc hin chin lc

Thit lp mc tiu thng nin m bo ngun lc cn thit cho thc hin chin lc Xy dng c cu t chc Trin khai thc hin chin lc v cc hot ng iu chnh nh gi vic thc hin chin lc
218

To ra s ph hp v chc nng: La chn v thc hin cc chnh sch ph hp To ra s ph hp v t chc qun tr: CCTC, MIS To lp v phn b ngun lc: Vn, ngun nhn lc
217

3.2.1. Thit lp mc tiu thng nin

3.2.2. m bo ngun lc cn thit

Sot xt li cc mc tiu chin lc:

Bc

nh gi ngun lc: c ngun lc cn thit thc hin chin lc khng? Kh nng huy ng v huy ng thm Lp chng trnh hnh ng c th Phn b ngun lc:
Hot Phn

nh gi cui cng S ph hp vi mi trng t son tho trin khai S nhn thc ca cc i tng c lin quan

Thit lp cc mc tiu thng nin:

Thng

lng ha thng qua mc tiu ti chnh ngha c bit quan trng

ng trung tm trong t chc thc hin CL phi v s dng c hiu qu cc ngun lc

Thit lp chnh sch hng dn thc hin

219

Ti

chnh, vt cht, nhn s, cng ngh

220

55

3.2.3. Xy dng c cu t chc

C cu t chc ca DN l tng hp cc b phn c chuyn mn ha, c nhng trch nhim v quyn hn nht nh, c mi lin h v quan h ph thuc ln nhau, c b tr theo tng cp nhm m bo thc hin cc chc nng qun tr v thc hin mc tiu chung ca doanh nghip

3.2.4. Trin khai thc hin

Mt s vn thng gp khi thc hin:

Chm

tin ti chnh

Tha/thiu S

c pht sinh bin ng khng lng trc c

Cc loi c cu t chc La chn c cu t chc ph hp vi chin lc

221

Nhng Mt

dn kh nng kim sot

222

3.2.5. nh gi vic thc hin chin lc

3.3. Yu cu t chc thc hin chin lc

m bo tng bc thc hin nhng ni dung v mc tiu c bn m bo nhng iu kin v ngun lc cn thit m bo c ch phi hp, hp tc, chia s HTTC v CCTC phi nng ng, linh hot v p ng c yu cu t ra
224

Tin hnh trong qu trnh t chc thc hin Kim tra, nh gi c th Can thip v iu chnh cn thit Mc v tn sut iu chnh hp l
223

56

Ni dung
7

NH GI V IU CHNH CHIN LC

Mc ch kim tra v nh gi Cc tiu chun kim tra v nh gi nh gi v iu chnh chin lc

ThS. Lng Thu H H Ni, 2011

226

I. MC CH CA KIM TRA V NH GI

Yu cu i vi kim tra v nh gi

Hnh thc: Khu cui cng trong QTCL

Ph hp vi cc giai on khc nhau ca QTCL (ni dung, tiu chun, phng php)

Bn cht: C mt mi chc nng qun l

m bo tnh linh hot (hnh thc v phng php) m bo tnh d phng: cn c xc nh gii php, bin php iu chnh

Mc ch chung:
Xc

nh cc sai lch (mc tiu, bin php, cch thc) Chiu hng v mc ca cc sai lch D kin cc bin php iu chnh hot ng hoc iu chnh chin lc
227

Tp trung vo cc im, ni dung thit yu v quan trng

228

57

II. TIU CHUN KIM TRA V NH GI

Tnh cht ca cc tiu chun KTG

Cc tiu chun nh tnh:

Tnh Tnh Tnh

Tnh c th ca tiu chun Tiu chun thay th S sai lch v mc gii hn sai lch cho php

nht qun ph hp kh thi

Cc tiu chun nh lng: a dng v gn vi lnh vc v ni dung kim tra Cc tiu chun khc: lin quan n cc mi trng khc ngoi mi trng kinh t
229

230

III. NH GI IU CHNH CHIN LC

3.1. Qu trnh nh gi chin lc

C thay i ln trong cc yu t mi trng khng C Mc tiu ngn hn Trin khai theo chin lc hin ti

Qu trnh nh gi chin lc iu chnh chin lc Ti cu trc doanh nghip

Kim tra v nh gi chin lc

Chin

Khng

lc

iu chnh

Gii php iu

C thay i ln trong kh nng v ngun lc ca doanh nghip khng

Khng

chnh C Chnh sch

231

232

58

3.2. iu chnh chin lc

Bc 1: Xc nh s cn thit phi iu chnh chin lc Bc 2: Xc nh cc cn tr ti s iu chnh chin lc Bc 3: Thc hin iu chnh chin lc Bc 4: nh gi tc ng ca iu chnh chin lc

3.3. Ti cu trc doanh nghip

Nguyn nhn:
a Xu

dng ha qu mc hng sp nhp dc ngang Gim quy m bng ti c cu v gim u t

Ni dung ti cu trc:
Xc

nh v thc hin cc chin lc rt lui: Gim bt u t, thu hi, thanh l Chuyn hng chin lc

233

234

59