Chng 1: Cu 1: Khi nim v vai tr ca QTCL?

Tr li: Khi nim QTCL: - L 1 tp hp quyt nh v hnh ng - Th hin thng qua kt qu ca hoch nh, thc thi v nh gi cc chin lc - c thit k nhm t c cc mc tiu di hn ca t chc. Vai tr ca QTCL: - Thit lp chin lc hiu qu hn - t ti nhng mc tiu ca t chc. - Quan tm rng ln n cc nhn vt hu quan. - Gn s pht trin ngn hn trong di hn. - Quan tm ti c hiu sut v hiu qu. Cu 2: Khi nim, yu cu v v d v tm nhn chin lc. Tr li: Khi nim: Tm nhn l mt hnh nh, tiu chun, hnh tng c o v l tng trong tng lai, l nhng iu DN nn t ti hoc tr thnh. Yu cu: - n gin, r rng v d hiu. - Gi gn 1 khong cch xa v thi gian cho php c nhng thay i ln nhng cng gn to c s tn tm v dc sc ca tp th tong DN. - C kh nng to nn s tp trung ngun lc trong DN c lu n quy m v thi gian. - Thng xuyn c kt ni bi cc nh qun tr cp cao Cu 3: Khi nim, yu cu, ni dung ca s mng kinh doanh. Ly v d c th v ni dung s mng kinh doanh. V m hnh QTCL tng qut? Tr li: Khi nim s mng kinh doanh: - L do tn ti, ngha ca s tn ti v hot ng ca DN. - Th hin r hn nim tin v ch dn hng ti tm nhn - Thng th hin di dng bn tuyn b v s mng KD Yu cu SMKD: - m bo s ng tm & nht tr v mc ch v phng hng trong ni b DN. - To c s huy ng & phn phi cc ngun lc ca DN. - Hnh thnh mi trng & bu khng kh kinh doanh thun li. - To iu kin chuyn ha tm nhn thnh cc chin lc v bin php hnh ng c th. Ni dung ca SMKD: Khch hng: Ai l ngi tiu th sn phm ca DN? Sn phm/dch v: Sn phm/dch v chnh ca DN l g? Th trng: DN cnh tranh ti u?
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 Cng ngh : Cng ngh c phi mi quan tm hng u ca DN hay ko? Quan tm n vn sng cn, pht trin v kh nng sinh li: DN c phi rng buc vi cc mc tiu kinh t hay ko? Trit l kinh doanh: Du l nim tin, gi tr v cc u tin ca DN? T nh gi v mnh: Nng lc c bit hoc li th cnh tranh ch yu ca DN l g? Mi qun tm i vi hnh nh cng ng: hnh nh coongh ng c phi l mi quan tm ch yu ca DN hay ko? Mi quan tm i vi nhn vin: thi ca DN i vi nhn vin th no? M hnh QTCL tng qut:

Phn tch bn ngoi xc nh c hi v nguy c Xc nh NVKD & CLKD hin ti

Xy dng mc tiu di hn

Xy dng mc tiu hng nm

iu chnh NVKD ca DN

Phn b ngun lc

o lng v nh gi kt qu

Phn tch bn trong xc nh im mnh & im yu

Thng tin phn hi

La chn cc CL s theo ui

Xy dng cc chnh sch

Hoch inh chin lc

Thc thi CL

nh gi chin lc

Cu 4: Nu cc giai on ca QTCL? Tr li: Cc giai on ca QTCL: - Hoch nh chin lc - Thc thi chin lc - Kim tra & nh gi CL

Hoch nh CL

Sng to tm nhn chin lc Hoch nh s mng kinh doanh Thit lp cc mc tiu chin lc Phn tch mi trng bn ngoi Phn tch mi trng bn trong La chon chin lc

Thc thi chin lc

Thit lp cc mc tiu hng nm Hoch nh cc chnh sch Phn b ngun lc Ti cu trc t chc Pht huy VH v lnh ah DN

Kim tra & nh gi CL

Xem xt li mi trng bn trong Xem xet li mi trng bn ngoi Thit lp ma trn nh gi thnh cng xut cc hnh ng iu chnh

Chng 2: Cu 1:Nu khi nim v v m hnh cu trc bn ngoi ca DN. Nu ni dung phn tch mi trng v m v ly v d c th ti mt DN m anh ch bit? Tr li: Khi nim mi trng bn ngoi: l 1 tp phc hp v lin tc cc yu t, lc Cu trc MTBN ca DN lng, iu kin rng buc c nh hng quyt nh n s tn ti, vn hnh v hiu qu hot ng ca DN trn th trng. Cu trc ca mi trng bn ngoi ca DN: Mi trng ngnh ( MT nhim v): l MT ca ngnh KD m DN ang hot ng, bao gm 1 tp hp cc yu t c nh hng trc tip n DN v ng thi cng chu nh hng t pha DN. VD: nh cung ng, khch hng, i th cnh tranh, Mi trng x hi ( MT v m): bao gm cc lc lng rng ln c nh hng n cc quyt nh CL trong di hn ca DN VD: kinh t, chnh tr, vn ha, php lut,

Vn ha Nh cung i th CNG Cng hng phn phi Nh X hi Khchng cnh tranh TY

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Kinh t
Nhm chcCng T quan tm c bitchng Cng Cng tn dng on ngh

Chnh tr php lut

Cu 2: Nu khi nin v cc tiu chun phn loi ngnh? Nu ni dung phn tch ngnh v lin h thc t ti mt DN c th? Tr li: Khi nim ngnh kinh doanh: ngnh l mt nhm nhng DN cng cho bn 1 loi SP hay 1 lp SP c th thay th cho nhau tha mn cng 1 loi nhu cu c bn ca khch hng. Cc tiu chun phn loi ngnh: - S ngi bn & mc khc bit ha: + c quyn thun ty + c quyn tp on + Cnh tranh c quyn + Cnh tranh hon ho - Cc ro cn xut nhp & mc c ng - Cu trc chi ph - Mc nht th ha dc - Mc ton cu ha