HNG DN XY DNG MT S MA TRN

S xut hin ca cc i th cnh tranh mi s nh hng ti chin lc kinh doanh ca doanh nghip, v vy phi phn tch i th tim n nh gi nhng nguy c m h to ra. Mt trong cc cng c l vic lp mt s ma trn c bn di y

1.

MA TR N NH GI CC Y U T NGO I VI EFE ( External Factor

Evaluation )

Ma trn EFE nh gi cc yu t bn ngoi, tng hp v tm tt nhng c hi v nguy c ch yu ca mi trng bn ngoi nh hng ti qu trnh hot ng ca doanh nghip. Qua gip nh qun tr doanh nghip nh gi c mc phn ng ca doanh nghip vi nhng c hi, nguy c v a ra nhng nhn nh v cc yu t tc ng bn ngoi l thun li hay kh khn cho cng ty. xy dng c ma trn ny bn cn thc hin 05 bc sau: Bc 1: Lp mt danh mc t 10- 20 yu t c hi v nguy c ch yu m bn cho l c th nh hng ch yu n s thnh cng ca doanh nghip trong ngnh/ lnh vc kinh doanh Bc 2: Phn loi tm quan trng theo thang im t 0,0 ( Khng quan trng) n 1.0 ( Rt quan trng) cho tng yu t. Tm quan trng ca mi yu t ty thuc vo mc nh hng ca yu t ti lnh vc/ ngnh ngh m doanh nghip bn ang sn xut/ kinh doanh. Tng im s tm quan trng ca tt cc cc yu t phi bng 1,0. Bc 3: Xc nh trng s t 1 n 4 cho tng yu t, trng s ca mi yu t ty thuc vo mc phn ng ca mi cng ty vi yu t, trong 4 l phn ng tt nht, 3 l phn ng trn trung bnh, 2 l phn ng trung bnh, 1 l phn ng yu.

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 Bc 4:Nhn tm quan trng ca tng yu t vi trng s ca n xc nh im s ca cc yu t Bc 5: Cng s im ca tt c cc yu t xc nh tng s im ca ma trn. nh gi: Tng s im ca ma trn khng ph thuc vo s lng cc yu t c trong ma trn, cao nht l im 4 v thp nht l im 1 Nu tng s im l 4 th cng ty ang phn ng tt vi nhng c hi v nguy c. Nu tng s im l 2,5 cng ty ang phn ng trung bnh vi nhng c hi v nguy c Nu tng s im l 1 , cng ty ang phn ng yu km vi nhng c hi v nguy c .

V d: Ma trn nh gi cc yu t bn ngoi ca mt cng ty

Cc yu t bn ngoi ch yu Ci cch thu Tng chi ph cho bo him Cng ngh thay i Tng li xut S dch chuyn dn s t vng ny sang vng khc Thay i hnh vi , li sng Nhng ph n c vic lm Khch hng l nam gii Nhn khu thay i trong c cu gia nh Th trng chu k suy thoi Cc nhm dn tc Cnh tranh khc lit hn Tng cng im 2,71 0,1 0,12 0,15 4 3 1 0,4 0,36 0,15 Tm quan trng 0,1 0,09 0,04 0,1 0,14 0,09 0,07 Trng s 3 2 2 2 4 3 3 Tnh im 0,3 0,18 0,08 0,2 0,56 0,27 0,21

Tng s im quan trng ca cng ty l: 2,71 cho thy cc chin lc m cng ty ang trin khai phn ng vi cc yu t bn ngoi ch mc trung bnh 1. MA TR N HNH NH C NH TRANH
Thit lp ma trn ny nhm a ra nhng nh gi so snh cng ty vi cc i th cnh tranh ch yu trong cng ngnh, s so snh da trn cc yu t nh hng n kh nng cnh tranh ca cng ty trong ngnh. Qua n cho nh Qun tr nhn nhn c nhng im mnh v im yu ca cng ty vi i th cnh tranh, xc nh li th cnh tranh cho cng ty v nhng im yu cn c khc phc. xy dng mt ma trn hnh nh cnh tranh cn thc hin qua 05 bc:

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Bc 1: Lp mt danh sch khong 10 yu t chnh c nh hng quan trng n kh nng cnh tranh ca cng ty trong ngnh

Bc 2: Phn loi tm quan trng t 0,0 ( Khng quan trng) n 1,0 ( Rt quan trng) cho tng yu t . Tm quan trng ca mi yu t ty thuc vo mc nh hng ca yu t n kh nng cnh tranh ca cng ty trong ngnh . Tng im s tm quan trng ca tt c cc yu t phi bng 1,0

Bc 3: Xc nh trng s t 1 n 4 cho tng yu t, trng s ca mi yu t ty thuc vo kh nng ca cng ty vi yu t, trong 4 l tt, 3 l trn trung bnh, 2 l trung bnh, 1 l yu

Bc 4: Nhn tm quan trng ca tng yu t vi trng s ca n xc nh im s ca cc yu t .

Bc 5: Cng s im ca tt c cc yu t xc nh tng s im ca ma trn

nh gi : So snh tng s im ca cng ty vi cc i th cnh tranh ch yu trong ngnh nh gi kh nng cnh tranh ca cng ty.

Bng v d minh ha mt s tiu tr nh gi cnh tranh ca cng ty vi i th 1, 2

n v/Cty Cc nhn t nh gi Mc quan trng Phn loi im trng quan Phn loi i th 1 im trng quan i th 2 Phn loi im trng quan

1
Th phn Kh nng cnh tranh H tr ti chnh t bn ngoi Cht lng sn phm Chi ph/sn phm Lng trung thnh ca khch hng Kh nng ng ph vi s thay i
Tng s

4=2x3

6=2x5

8=2x7

1.

MA TR N CC Y U T N I B ( IEF Interal Factor Evaluation Matrix )

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Yu t ni b c xem l rt quan trng trong mi chin lc kinh doanh v cc mc tiu m doanh nghip ra, sau khi xem xt ti cc yu t ni b , nh qun tr chin lc cn lp ma trn cc yu t ny nhm xem xt kh nng nng phn ng v nhn nhn nhng im mnh, yu. T gip doanh nghip tn dng ti im mnh khai thc v chun b ni lc i u vi nhng im yu v tm ra nhng phng thc ci tin im yu ny. hnh thnh mt ma trn IEF cng thc hin ua 5 bc nh sau: Bc 1: Lp danh mc t 10 20 yu t , bao gm nhng dim mnh, yu c bn c nh hng ti doanh nghip, ti nhng nhng mc tiu m doanh nghiepj d ra. Bc 2:Phn loi tm quan trng t 0,0 ( khng quan trng ) n 1,0 ( rt quan trng) cho tng yu t. Tm quan trng ca nhng yu t ny ph thuc vo mc nh hng ca cc yu t ti s thnh cng ca doanh nghip trong ngnh. Tng s tm quan trng ca tt c cc yu t phi bng 1,0 Xc nh trng s cho tng yu t theo thnh im t 1 ti 4 , trong 4 l rt mnh, 3 im l kh mnh, 2 im l kh yu, 1 im l rt yu Bc 4: Nhn tm quan trng ca tng yu t vi trng s ca n xc nh s im ca cc yu t . B 5: Cng s im ca tt c cc yu t, xc nh tng s ddierm ma trn

nh gi: Tng s im ca ma trn nm trong khong t dim 1 n dim 4, s khng ph thuc vo s lng cc yu t quan trng trong ma trn - Nu tng s im di 2,5 im , cng ty yu v nhng yu t ni b - Nu tng s dim trn 2,5 im cng ty mnh v cc yu t ni b.

V d: Ma trn nh gi cc yu t ni b ca mt cng ty

Yu t ch yu

Tm quan trng

Trng s

Tnh im

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im ha vn gim t 2triu sp xung 1 triu sn phm Tui th sp tng 10%, v t l hng li gim xung 12% Nng sut tng t 2.500 ln 3.000sp/ cng nhn/ nm Ti cu trc c cu, gip a ra nhng quyt nh ph hp Dch v sau bn hng tt hn i th cnh tranh trong ngnh Ngn sch u t R& D tng ln 80ty trong nm gip ci thin v hnh nh, mu m v cht lng n phm T s N/ VCSH tng ln t 45% a nh my mi xy dng vo sn xut gip gim 20% chi ph u vo Gim s lng nhn vin qun l v cng nhn th 3000 xung cn 2500 Gim gi thnh n v xung cn 90.000/ sp Tng s im

0,15

0,45

0,10

0,03

0,10

0,03

0,15

0,45

0,10

0,4

0,15

0,45

0,10 0,05

1 3

0,1 0,15

0,05 0,05

3 3 2,90

0,15 0,15

nh gi: Tng s im quan trong l 2,90 ln hn 2,5 cho thy ni b ca doanh nghip mnh cc im ni bt hn so vi i th trong ngnh. Tun Anh G Kinh doanh Tp on DT Vit Nam

1.

MA TRN DIM MNH, IM YU, C HI V NGUY C MA TRN SWOT

iu g lm cho Phn tch SWOT tr nn c sc mnh nh vy, n gin m ngh, n c th gip bn xem xt tt c cc c hi m bn c th tn dng c. V bng cch hiu c im yu ca bn trong kinh doanh, bn s c th qun l v xa b cc ri ro m bn cha nhn thc ht. Hn th na, bng cch s dng c s so snh v phn tch SWOT gia bn v i th cnh tranh, bn c th phc tho mt chin lc m gip bn phn bit bn vi i th cnh tranh, v th m gip bn cnh tranh hiu qu trn th trng.

lp ma trn SWOT ngi qun tr phi thc hin qua 08 bc nh sau: Bc 1: Lit k nhng c hi ch yu t mi trng bn ngoi ( O1, O2) Bc 2: Lit k nhng e da ch yu t mi trng bn ngoi ( T1, T2) Bc 3: Lit k cc im mnh ch yu ca doanh nghip ( S1, S2) Bc 4: Lit k cc im yu ch yu ca doanh nghip ( W1, W2..)

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Bc 5: Kt hp cc im mnh vi c hi hnh thnh cc chin lc ( SO) Bc 6: Kt hp cc im yu vi c hi hnh thnh cc chin lc ( WO) Bc 7: Kt hp cc dim mnh vi e da hnh thnh cc chin lc ( SO) Bc 8: Kt hp cc im yu vi e do hnh thnh cc chin lc ( WT)

Bng : Ma trn SWOT Nh ng c h i ( O) Nh ng nguy c ( T)

O1: Lit k cc c hi theoT1: Lit k cc nguy c th t theo th O2: quan trng O3: T2: t quan trng T3:

Ma tr n SWOT

Nh ng ( S)

i m

m nh Cc chi n l c SO

Cc chi n l c ST

1. S dng cc im mnh1. S dng cc im mnh S1: Lit k cc im yu theo th 2. khai thc cc c hi 2. n trnh cc nguy c S2: t quan trng 3. 3. S3:

Nh ng ( W)

i m

y u Cc chi n l c WO

Cc chi n l c WT

1. Hn ch cc im yu1. Ti thiu ho cc nguy W1: Lit k cc im khai c yu theo th 2. thc cc c hi 2. v n trnh cc e do W2: t quan trng 3. 3. W3: 1. SPACE MA TR N V TR CHI N L C V NH GI HO T NG MA TR N

Ma trn SPACE cho thy mt doanh nghip nn la chn chin lc : Tn cng, Thn trng, Phng th, hay Cnh tranh. Cc trc ca Ma trn c ngha nh sau:

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- FS : ( Financials Strengths ) - Sc mnh ti chnh ca doanh nghip - CA : ( Competitive Advantage) - Li th cnh tranh ca doanh nghip - ES : ( Enviroment Stability ) - S n nh ca mi trng - IS : ( Internals Strenghts ) - Sc mnh ca ngnh thit lp mt Ma trn SPACE cn thc hin cc bc di y:
Bc 1: Chn mt nhm cc yu t th hin sc mnh ti chnh ( FS), li th cnh tranh ( CA), S n nh ca mi trng ( ES), v sc mnh ngnh ( IS). Di y l mt s cc ch tiu s dng th hin trn cc Trc ma trn SPACE

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Bc 2: n nh gi tr +1 ( Xu nht) ti +6 ( Tt nht) cho mi yu t thuc FSv IS, n nh gi tr -1 ( Tt nht) ti 6 ( Xu nht) cho mi yu t thuc ES v CA

Bc 3: Tnh im trung bnh cho FS bng cch cng cc gi tr n nh cho cc yu t, ri chia cho s cc yu t c c la chn th hin trong FS. Tng t cch tnh vi IS , ES v CA

nh s im trung bnh cc FS, IS, ES v CA ln cc trc thch hp ca ma trn SPACE Cng im s trn trc X v nh du im kt qu trn trc X , tng t lm vi trc Y sau xc nh giao im ca 2 im mi trn trc XY

Bc 6: V Vecto c hng t im gc ca ma trn SPACE qua giao im mi . Vecto ny a ra loi chin lc cho doanh nghip : Tn cng, cnh tranh, phng th hay thn trng?

1.

MA TR N BCG ( Boston Consulting Group)

M a trn ny do cng ty t vn Qun tr hng u ca M l Boston a ra nhm gip cc cng ty ln nh gi tnh hnh hot ng ca cc n v kinh doanh chin lc. T gip nh Qun tr quyt nh phn b vn cho cc SBU v nh gi tnh hnh ti chnh ca cng ty. Ma trn ny l mt bng gm 4 vung trong : * Trc honh: Th hin th phn tng i ca SBU c xc nh bng t l gia doanh s http://tinyurl.com/kinhteblog Trang 8

ca SBU vi doanh s ca i th ng u hoc i th ng th nh.

Trng hp SBU khng dn u ngnh v doanh s th phn tng i ca SBU bng t l gia doanh s ca SBU vi doanh s ca i th u ngnh Trng hp SBU dn u ngnh v doanh s th phn tng i ca SBU bng t l gia doanh s ca SBU vi doanh s ca i th ng th nh trong ngnh

* Trc tung: Ch xut tng trng hng nm ca th trng ca tuyn sn phm m SBU ny kinh doanh tnh bng phn trm . Nu SBU c phn trm ln hn 10%c xem mc MGR cao ( MGR: Market Growth Rate). V d : Mt Group vi 8 SBU

Question Marks: Cc USB (1,2,3) nm trong ny thng mi c thnh lp trong ngnh c MGR cao, nhng c RMS v doanh s nh. Cng ty cn cn nhc u t vn ng k cho cc SBU ny nhm tng RMS

Stars: Cc SBU (4,5) nm ny thng dn u v RMS ngnh c MGR cao nhng c MGR cao thng i u vi s cnh tranh gay gt nn cng ty phi u t vn cao. Theo

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thi gian nu cc SBU ny gi c RMS cao ngnh ny s i vo n nh v MGR s gim, cc SBU s chuyn sang Cash Cows Cash Cows: SBU thuc (6) l ngun cung cp ti chnh cho cng ty nn gi l Cash Cows nu SBU ny khng gi c v tr ban u th s chuyn sang Dogs Gogs: SBU nm trong ( 7,8) rt c t kh nng mang li li nhun cho cng ty. Mt khi sn phm ca cc SBU ny c nhng ci tin vt bc v cht lng, mu m, cc SBU ny c th chuyn sang Question Marks hay Cash Cows nhng thng phi u t vn rt ln v gp nhiu kh khn, v th cng ty xem xt c th gt hi ngay hoc loi b cc SBU ny

Cc chin lc xut cho cc ca ma trn BCG l:

Su t tng tr ng c a th tr ng II III Tn cng cnh sn Tn cng nh lc hng IV Tn cng du kch Phng th di ng Rt kui chin lc V Phng th c nh Rt lui chin lc

Tng tr ng + 10% Tn cng trc din- Bao vy

I Phng th i ng

nh n 0%

Phng th tch cc Phn cng Phng th v tr cnh sn VI

Suy thoi 10%

Phng th v tr cnh sn Sc mnh tng i ca sn phm Rt lui chin lc Kh ng ch B kh ng ch

Doanh nghip khi phn tch ma trn BCG s gip cho vic phn b cc ngun lc cho cc SBU mt cch hp l, t xc nh xem cn hay b mt SBU no . Tuy nhin ma trn ny cng bc l mt s im yu l : Qu n gin khi ch s dng hai ch tiu : RMS v MGR xc nh v tr ca USB trn th trng m khng a ra c chin lc c th cho cc SBU, khng xc nh v tr ca SBU kinh doanh cc sn phm mi
1. Ma trn GE v cc chin lc ca ma trn

V th cnh tranh
M nh S h p d n Cao c a ngnh Trung bnh Th p u t tngTng trng u t tng trng hoc rt lui trng

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Trung bnh

u t chn lc tng trng Tng trng hoc rt lui

Tng trng hoc rt lui Thu hoch

Thu hoch

Th p

Loi b

T c im ca cc chin lc trong ma trn chng ta thy rng : Ma trn GE bao gm 3 khu vc chnh
Khu v c 1: Gm 3 gc bn tri pha trn, cc SBU nm trn cc ny c c hi pht trin, cng ty nn tp chung ngun lc vo cc SBU ny. Khu v c 2: Gm 3 nm trn ng tro t gc di bn tri ln gc bn phi pha trn, cc SBU cn cn thn khi ra quyt nh u t tng trng, thu hp, hoc rt lui khi ngnh Khu v c 3: Gm 3 nm gc bn phi pha di, cc SBU ny yu v v th cnh tranh v ngnh kinh doanh khng hp dn nn tp chung cho chin lc thu hoch v loi b

xy dng ma trn GE ny doanh nghip cn thc hin cc bc sau:

B c 1: Xy dng ma trn s hp dn ca ngnh kinh doanh phn nh mc hp dn ca ngnh kinh doanh i vi cng ty theo trnh t sau:

- Chn t nht 10 yu t th hin s hp dn ca ngnh kinh doanh , cc yu t ny c thu thp khi phn tch mi trng bn ngoi ca SBU ( Cc yu t theo bng di y) - Xc nh h cho tm quan trng cho tng yu t theo mc t 0 ( khng quan trng) n 1 ( Rt quan trng) . Yu t no doanh nghip nh gi l quan trng hn s c h s ln hn. Tng cc yu t trong ma trn phi bng 1 . - nh gi mc hp dn ca tng yu t theo thang im t 1 ( Khng hp dn) ti 5 ( Rt hp dn). Nhn h s tm quan trng vi im hp dn xc nh im cho tng yu t . - Cng im ca tt c cc yu t trong ma trn xc nh tng s im cho ma trn s hp dn ca ngnh v xc nh v tr ca ma trn ny trn chiu dc ca ma trn GE
Minh h a ma tr n s h p d n ngnh c a SBU Cc y u t T m quan tr ng i m s
Qui m th trng Tng trng th trng T sut li nhun bnh qun S lng i th cnh tranh Vn S lng nh cung cp 0.15 0.15 0.15 0.1 0.05 0.1 4 4 5 3 2 4 Gi tr 0.6 0.6 0.75 0.3 0.1 0.4

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Cc chnh sch u i S pht trin cng ngh ca ngnh Tnh chu k ca nhu cu S lng cc sn phm thay th

0.1 0.05 0.05 0.1

4 3 4 3

0.4 0.15 0.2 0.3

T ng c ng

3.8

nh gi: Ngnh kinh doanh c hp dn tng i cao

B c 2: Xy dng ma trn v th cnh tranh ca SBU, phn nh v th cnh tranh ca SBU trong ngnh kinh doanh theo trnh t sau:

- Chn khong 10 yu t th hin v th cnh tranh ca SBU trong ngnh kinh doanh, cc yu t ny c thu thp khi phn tch mi trng bn ngoi ca SBU - Xc nh h cho tm quan trng cho tng yu t theo mc t 0 ( khng quan trng) n 1 ( Rt quan trng) . Yu t no doanh nghip nh gi l quan trng hn s c h s ln hn. Tng cc yu t trong ma trn phi bng 1 - nh gi mc hp dn ca tng yu t theo thang im t 1 ( Khng hp dn) ti 5 ( Rt hp dn). Nhn h s tm quan trng vi im hp dn xc nh im cho tng yu t . - Cng im ca tt c cc yu t trong ma trn xc nh tng s im cho ma trn s hp dn ca ngnh v xc nh v tr ca ma trn ny trn chiu ngang ca ma trn GE
Minh h a ma tr n v th c nh c a SBU Cc y u t T m quan tr ng
Th phn Cht lng sn phm Kh nng phn phi Uy tn nhn hiu Gi thnh n v sn phm Cng ngh sn xut Hiu qu qung co Quy m sn xut Kh nng ti chnh ni b 0.15 0.15 0.15 0.1 0.05 0.1 0.1 0.05 0.05 i m s 4 4 5 3 2 4 4 3 4 Gi tr 0.6 0.6 0.75 0.3 0.1 0.4 0.4 0.15 0.2

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Kh nng R & D T ng 1

0.1

3 3.8

0.3

nh gi: SBU c v th cnh tranh trung bnh trong ngnh

B c 3: Xc nh v tr ca SBU trn ma trn GE, v tr ca SBU trn ma trn GE c biu hin bng mt hnh trn , c tm l giao im gia v tr ca ma trn s hp dn ca ngnh vi v tr ca ma trn v th cnh tranh. ln ca vng trn ph thuc vo qui m ngnh, cn phn t en th phn ca SBU trong ngnh kinh doanh

Minh h a v tr c a SBU trong ma tr n GE V th c nh tranh

B c 4: Cn c vo v tr ca SBU trn ma trn GE, xc nh phng n chin lc cho SBU, v d trn ta thy SBU c v tr l ( 3,45; 3,8) trn ma trn GE th y l v th cnh tranh trung bnh v ngnh kinh doanh hp dn cao nn phng n thch hp l doanh nghip nn u t c chn lc nhm mc ch tng trng. Ma trn GE c u im l vic s dng nhiu yu t xc nh v tr ca SBU nn tnh linh hot mc cao song

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n cng c nhc im l : Vic nh gi cc yu t mang tnh ch quan v ma trn ch xt cc SBU thi im hin ti , khng tnh xem xt giai on pht trin ca ngnh. 8. Ma trn yu t bn trong bn ngoi ( IE)

Ma trn IE ( Internal External Matrix) t cc SBU khc nhau ca mt doanh nghip vo 01 bng c 09 . Ma trn ny c da trn 02 kha cnh ch yu : - Tng s im quan trng ca ma trn IFE th hin trn trc X - Tng s im quan trng ca ma trn EFE th hin trn trc Y - Mi SBU phi thit lp ma trn IFE v EFE trn c s thit lp ma trn IE ca cng ty - Trc X th hin tng s im quan trng ca ma trn IFE
Nu tng s im t 1.0 1.99 l yu v ni b Nu tng s im t 2.0 2.99 l trung bnh Nu tng s im t 3.0 4.0 l mnh

- Trc Y th hin tng s im quan trng ca ma trn EFE trong :

Nu tng s im t 1.0 1.99 l thp Nu tng s im t 2.0 2.99 l trung bnh Nu tng s im t 3.0 4 l mnh

T ng s i m quan tr ng trong ma tr n IE M nh 3.0 -4.0 Trung bnh2.0 Th p1.0 2.99 1.99 Cao 3.0 4.0 I II III T ng s Trung IV i m quan bnh2.0 V VI tr ng ma 2.99 tr n EFE Th p1.0 VII VIII IX 1.99

+ Nu SBU no nm trong cc II, II, IV : nn pht trin v xy dng + Nu SBU no nm trong cc III,V,VII : nn nm gi v duy tr + Nu SBU no nm trong cc VI,VIII,IX : nn thu hoch hoc loi b

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