Tn cng ty Lnh vc hot ng

: GENERAL MILLS : CNG NGHP THC PHM

L mt trong nhng tp on thc phm hng u th gii, vi hn 150 nm kinh nghim trong ngnh cng nghip thc phm. Hng ngn sn phm mang nhn hiu Generall Mills trn 100 th trng khp ton cu. General Mills xut hin trong danh sch 500 cng ty hng u ca m vo nm 2008 trn tp ch Fortune M. n nm 2009, General Mills l tp on thc phm ng th 6 th gii, gi v tr mt khng hai ni m cng ty hot ng. General Mills cung cp cho khch hng trn ton th gii cc sn phm dinh dng, rt ngn thi gian chun b, cung cp nhiu li ch cho sc khe, vi hng v tuyt vi.

A . GII THIU
I. Lch s hnh thnh v pht trin Tp on General mills ngy hm nay c ngun gc t hai nh my c xy dng trn hai b i din ca sng Mississippi Minneapolis, Minnesota. Lch s ca cng ty bt u v gn lin vi tn tui Cadwallader C. Washbrn. Nm 1866: xy dng nh my bt Washburn Folly, v pht trin nhanh chng vo cui nm 1800. Nm 1874: C. Washbrn xy dng c s th 2 vi quy m ln hn so vi c s ban u, cng ty dn ln mnh t . Nm 1877: Mt bc ngot trong qu trnh hnh thnh General Mills l vic John Crosby gia nhp Washburn Folly to thnh Washburn Crosby. Nm 1925: James Ford Bell c bu ln lm ch tch. T cng ty Washburn Crosby bt u xm nhp th trng thc phm ng gi. Thng 6/1928: i ph vi suy thoi James Ford Bell tin hnh hi nhp "ngang" cng ty vi cc i din t khp cc quc gia, st nhp Washburn Crosby v cc cng ty bt khc trong c 4 cng ty ln: Red Star Milling, Royal Milling, Kalispell Flour Mills v Rocky Mountain Elevator kt qu General Mills ra i to thnh cng ty bt ln nht trn th gii. Cho n 30/11/1928 chng khon ca cng ty c nim yt trn th trng chng khon New york. Mc d gp phi cuc i khng hong, nhng General Mills c nhng bc tin di trong sut thp nin 1930. Nm thng sau khi ra i, General Mills tr thnh cng ty bt ln nht trn th gii gm 27 cng ty trn 16 quc gia ca th gii. Trong qu trnh pht trin, cng ty tin hnh ci tin lin tc, a ra cc sn phm p ng nhu cu ca ngi tiu dng, m rng v pht trin cc sn phm thc phm. Nm 1931: General Mills tung ra hai sn phm l Bisquick, ng cc kix dnh c nhiu thnh cng ln.

Nm 1933: vi slogan Wheaties The Breakfast of Champions Wheaties ba n sng ca nhng nh v ch. Nm 1936: Bc chn dung chnh thc ca Betty Crocker c pht hnh, gii thiu ra th trng. Cc sn phm mang thng hiu Betty Crocker c ngi tiu dng hng ng, n nhn v l mt thng hiu ni ting cho n ngy nay. Nm 1941: Khi th gii bc vo th chin II, b phn c kh ca General Mills c s ci cch, tp trung nhiu vo thit b qun s. Nm 1961: Edwin Rawlings tr thnh ch tch tp on. Ngay sau ng tin hnh a dng ha General Mills, thc hin ng mt na s nh my bt. Xm nhp vo hot ng trong nm lnh vc: in, Thc phm, Thi trang, chi, Nh hng bn l. Trong nhng nm ca thp nin 60 v 70 Edwin Rawlings mua li cc cng ty khc nh cng ty chi Kenner v Parker Brothers tr thnh cng ty chi hng u trn ton th gii. Nm 1970Tip cng ty tin hnh mua li mt s cng ty thi trang, trang sc: Crystal, Eddie Bauer,Talbots, Red Lobster. Cui nhng nm 80 General Mills thu hp lnh vc hot ng ca mnh, ch tp trung vo thc phm tiu dng v nh hng. Nm 1999: Gardetto v Lloyd's Barbeque gia nhp General Mills Nm 2001 - General Mills mua li Cng ty Pillsbury to ra mt th gii ring ca ngnh thc phm. y l khi im nh du mc lch s pht trin quan trng ca General Mills. Bn cnh s pht trin ca mnh cng ty cng tp trung vo cc chng trnh x hi nh gio dc vn ha ngh thut hot ng v sc khe ca cng ng. Nm 2006: cng ty ng gp $ 74.000.000 tin mt v ng gp cc sn phm (hn 5 phn trm li nhun ca cng ty) cho cng ng v tham gia cc hot ng tnh nguyn hng dn v dy km thanh nin sinh vin, nu n v phc v ba n cho ngi ngho v ngi cao tui v xy dng nh cho cc gia nh. Hin nay, General Mills tr thnh mt tp on thc phm hot ng trn pham vi ton cu l mt trong nhng i gia ca nghnh cng nghip thc phm. II. Sn phm General Mills l nh sn xut hng u th gii trong lnh vc thc phm ng gi, bao gm cc sn phm t ng cc, sa chua, ba n nhanh, cc sn phm ng lnh, n nh, v cc loi thc phm hu c vi hn 100 thng hiu thc phm M. Sn phm bnh : gn mt th k cc sn phm Betty crocker to ra s thun tin cho cc gia nh, cc ba n ngon v mn trng ming tuyt vi. Ngi tiu dng tin tng sn phm betty croker mt cch nhanh chng v d dng. c bit cun sch nu n betty crocker vi nhiu li khuyn v cc cng thc nu n b ch. Mt sn phm cng rt thnh cng t huy chng vng l mn bnh m nng v bnh trn Bisquick.

 Cc sn phm t ng cc : bt c ni u, ngi tiu dng u bit n General Mills vi thc phm n sng: ng cc Big G, ngnh kinh doanh chnh ca cng ty. Ng cc c ng trong hp giy vi ti Polyme bn trong, sn phm ny ng gp 2 t USD trong tng s 10.5 t USD doanh thu ca cng ty trong nhng nm gn y. Trong hn 80 nm qua sn phm to ra cho khch hng s hi lng mi la tui. Cc sn phm t ng cc c ngi tiu dng a chung nh Cheerio, Wheaties v Lucky Charms. Ba n nhanh : General Mills cung cp s thun tin cho khch hng, h c th la chn ba n trong iu kin bn rn vi cc nhn hiu nh: Old el paso, Diablitos underwood, Wanchai ferry, Green giant, Hamburger helpe. Thc phm hu c : cng ty sn xut hn 150 mt hng thc phm hu c Farm Cascadian v Muir Glen l 2 thng hiu vi qui m ln vic duy tr cc tiu chun cao v lin tc gii thiu sn phm mi, MuirGlen vn lnh o ngnh cng nghip trong cc sn phm c chua hu c nh nc st c chua, nc st, Salsa. Sa chua : Yoplait l thng hiu sa chua hng u ca M. Vi cc sn phm nh Yoplait Original, Yoplait Light, Go-GURT yogurts, ngi tiu dng c th thng thc sa chua bt c lc no.V l nhng sn phm giu cht dinh dng. n nh : cung cp s tin li v m bo sc khe. Cc sn phm thc n nh c ch bin t thin nhin vi cc nhn hiu nh: tri cy Roll-Ups, Bugles, Chex Mix. Cc sn phm mang thng hiu Pillsbury : Pillsbury ni ting vi cc sn phm ng lnh. III. Th trng quc t : Th trng quc t ca General Mills l rt ln. General Mills hot ng ti hn 100 quc gia trn 6 chu lc: Chu Thi Bnh Dng, Canada, Chu u v Chu M la tinh. Vi cc vn phng v c s sn xut ti hn 30 quc gia. Danh mc u t thng hiu ton cu bao gm : Betty Crocker, Pillsbury, Green Giant, Old El Paso v Nature Valley.. a. Ti Chu u : L mt th trng quc t ln nht ca cng ty chim hn 1/3 doanh thu bn hng t quc t. Sn phm ca General Mills t lu quen thuc vi ngi Chu u. b. Ti Chu Thi Bnh Dng: c. Ti canada : Hn na th k ngi Canada c bit n sn phm ca Geneeral Mills. Mt s thng hiu m ngi tiu dng c th d dng nhn bit l: Cheerios, Pillsbury, Betty Crocker v Green Giant Pillsbury. d. Ti Chu M La Tinh : General Mills kinh doanh ti M La Tinh hn 75 nm, khi cng ty bt u xut khu bt m n khu vc ny. Cng ty cng tham gia vo lin doanh thnh cng bao gm :

i tc ton cu vi ng cc Nestl l mt nh sn xut ng cc n sng hng u vi cc sn phm ni ting nh Zucosos, Chocapic, Nesquik v Shreddies. Hagen-Dazs ti chu . IV. Thnh tch t c: T khi thnh lp cho n nay General Mills khng ngng ln mnh v khng nh thng hiu ca mnh. t c nhng thnh tch v nhiu gii thng ln. Sn phm ca cng ty c khch hng a chung v c mt trn th trng ton cu, tr thnh mt thng hiu quen thuc v c uy tn trn th gii. c bit t nm 2000 n nay l mt thi k c th ni l thnh cng nht ca General Mills. 1. Top 30 cng ty do ph n iu hnh, Hip hi quc gia cho Nhn Vin N (20042007) 2. Gii thng trong danh sch 50 cng ty a dng nht trn th gii (2001-2009). 3. Gii thng Hi ngh thng nh, United Way. 4. Gii thng 10 cng ty do ph n iu hnh, Hip hi quc gia cho Nhn vin N 2005-2008). 5. Gii thng o c kinh doanh, qu dch v ti chnh chuyn nghip, Gii thng Cng ty trch nhim x hi. 6. L tp on uy tn th 4 ca Hoa K ng sau Google, Johnson & Johnson v Kraft Foods v xp th 11 trn th gii vo nm 2008, General Mills c t tn l mt cng ty c o c v nm trong danh sch 50 cng ty c mi trng lm vic tt trn th gii. 7. Nm trong top cc cng ty thnh cng nht th gii (2008-2009) trn tp ch Fortune Vi s n lc ca mnh cng ty s khng ngng ln mnh v vn xa hn na, t c nhiu thnh tu hn na. Ch tch kim Gim c iu hnh Ken Powell pht biu: chng ti tip tc xy dng lng tin vo thng hiu ca mnh bng cch ch n nhu cu ca ngi tiu dng cc kha cnh khc nhau nh: i mi sn phm, sc khe, dinh dng v tnh bn vng ca qu trnh sn xut, p ng trn c nhng mong i ca khch hng.

S mnh

Millions of times around the world each and every day, General Mills touches people's lives. Our goal is to innovate to make people's lives healthier, easier and richer. Nourishing Lives That is the mission of General Mills

Our goal is to innovate to make peoples lives healthier, easier and richer. That is our mission. Mc ch ca chng ti l sng to mang li cho mi ngi cuc sng lnh mnh hn, d dng hn v phong ph hn. l s mnh ca chng ti. We may make lives healthier by helping deliver important nutrients, by providing foods That contribute to a healthy heart, or by providing low calorie or portion controlled options to help them manage their weight. Chng ti c th mang li cho mi ngi mt cuc sng lnh mnh bng cch cung cp sn phm c cht dinh dng, cc loi thc phm c mt tri tim khe mnh, hoc bng cch cung cp cc thc phm c lng calorie thp v cc sn phm gip h c th hn ch s tng cn. We make lives easier with convenient meals that can be made in minutes, and with nutritious foods that provide nourishment on the run. Chng ti lm cho cuc sng d dng hn vi nhng ba n thun tin, nhanh chng, v vi cc loi thc phm b dng. We make lives richer with foods that add to the experience of living, adding fun or helping to create a special moment to celebrate with family and friends. Our products touch the lives of millions of people around the world every day and we strive to nourish each and every one. Our consumers genuinely want our help. Chng ti lm cho cuc sng phong ph hn vi nhiu loi thc phm,gip mi ngi c thm kinh nghim sng,vui v hn c bit trong cc dp l cng vi gia nh v bn b. Sn phm ca chng ti c mt trong cuc sng mi ngy ca hng triu ngi trn th gii. Our challenge is to innovate to meet their changing needs and to nourish lives. Thch thc ca chng ti l i mi p ng s thay i ca nhu cu. Throughout our history, we've worked to be responsible corporate citizens economically, socially and environmentally while serving the needs of our consumers, customers, shareholders, employees and the communities in which we live and work.

Trong sut lch s ca chng ti, chng ti lm vic vi tinh thn trch nhim trn cc phng din kinh t, x hi v mi trng - trong khi p ng nhu cu ca khch hng, cc c ng, nhn vin v cc cng ng ni chng ti sng v lm vic. Vin cnh : Be the premier organization in the food industry by creating foods that really make a difference Developing products that truly meet peoples needs. Helping balance the pleasures of eating with living a healthy, active lifestyle. On a daily basis we strive to deliver world class service excellence to our internal and external customers. As a member of the Organization, you can expect continual learning opportunities, exceptional teamwork and a commitment to superior customer service. L t chc hng u trong ngnh cng nghip thc phm bng cch to ra cc loi thc phm thc s khc bit. Pht trin cc sn phm thc s p ng nhu cu ca ngi dn. Gip cn bng cuc sng vi mt li sng lnh mnh. Trn c s , hng ngy chng ti c gng cung cp dch v tt nht cho khch hng ni b v bn ngoi. L thnh vin ca t chc, bn c th mong i cc c hi lin tc hc tp, lm vic theo nhm c bit v cam kt v dch v khch hng tt hn. Gi tr ct li : Ci tin, i mi: Pht trin v thc hin nhng tng sng to xy dng thng hiu, to ra cc sn phm ph hp vi nhu cu ca khch hng. p ng khch hng: Phc v khch hng trn c mong i, lm cho cuc sng d dng hn, khe mnh v vui v hn. Lm vic nhm: Pht trin k nng lm vic nhm chia s kin . Con ngi: a dng, ti nng, khng ngng hc tp, pht trin c nhn v ng gp cho cng ng. Mc ch ct li : nui dng cuc sng v tha mn tt c mi ngi bn trong v bn ngoi t chc ni m doanh nghip phc v. Hnh dung tng lai : Tr thnh mt tp on thc phm sng to nht th gii. em n s tin li, sc khe cng ng bng cc sn phm v dch v vi ngun dinh dng phong ph. Tr thnh mt t chc c trch nhim x hi. B . PHN TCH MI TRNG BN NGOI I. Phn tch mi trng v m Phn tch mi trng v m l cng vic ht sc quan trng. Nh phn tch mi trng v m m cc doanh nghip pht hin ra c hi v e da ca mnh t c nhng bc i

ph hp a doanh nghip ca mnh n vi thnh cng. Nhng thay i trong mi trng v m c th tc ng trc tip n bt k lc lng no trong ngnh, lm bin i cc th lc trong ngnh cng nh lm thay i tnh hp dn ca mt ngnh. Phn tch mi trng v m bao gm phn tch cc yu t : Kinh t, Chnh Tr - Php lut, Vn ha - X hi, Cng ngh, Nhn khu hc. 1. Mi trng kinh t: Khng hong kinh t nm 2008 nh hng ln ti nn kinh t c bit M l mt quc gia pht trin chu tc ng rt ln. Tng trng GDP gim ng k, c th qua cc nm

Tuy nhin GDP ca M tng trong hai qu cui nm 2009, vi phc hi kinh t nh hin nay, nhiu chuyn gia d on GDP ca M s tng t 2,5-3% trong qu I/2010 Trin vng ca ngnh Gi tr tng trng ngnh dch v n ung ton cu giai on 2008 - 2011 c xu hng tng

To c hi cho doanh nghip c th u t, chi tiu ca ngi dn tng c th gim bt phn no sc p cnh tranh trong ngnh. Vi tnh hnh lm pht ngy cng tng cao, lm gi c tng nhanh, nm 2008 (1.023%), nm 2009(1.044%) v vy gi nguyn vt liu ch bin thc phm, sn phm tiu dng tng ln nn chi ph ca cng ty tng mnh. T p lc cnh tranh gia cc cng ty vi i th ca mnh ngy cng tng cao. Gi c tng s lm cho sc mua ca ngi dn gim xung. 2. Mi trng cng ngh : S ra i ca hng lot cc pht minh cng ngh ang v s to ra cc c hi kinh doanh mi cho cc cng ty bit nm bt v ng dng cng ngh mi vo kinh doanh, ng thi cng s l cc th thch ang ch i cc cng ty nu h khng th theo kp s thay i ca cng ngh. Cng ngh Internet tr ph bin trong cc doanh nghip rt ngn khong cch gia khch hng v doanh nghip. Gim chi ph thng qua thit lp mt h thng phn phi hiu qu, tho mn tt hn nhu cu ca khch hng. iu ny lun lun l mt ch kho thnh cng cho cc cng ty khi h c cc khch hng trung thnh, sn sng ng gp kin cng ty ngy mt tt hn. Cng ngh ch bin thc phm cng ang pht trin gip cho cc doanh nghip trong nghnh nhiu c hi trong vic ci tin cht lng qui trnh ch bin sn phm nh cng ngh sy kh, cng ngh ng gi bo qun thc phm. Cng ngh kim sot hng tn kho ERP qun l chui cung ng. Cc cng ngh lin quan n cng tc qun l nh phn mm cng ngh SAP Business All-in-One, gip kim sot cht ch cng vic kinh doanh ca nhn vin lin kt cc hot ng ca cng ty con . M l quc gia i u trong vic pht trin cng ngh, vi k thut cng ngh hin i lm cho sn phm ngy cng a dng, trong ngnh thc phm c nhiu sn phm thc n ra i p ng nhu cu v sc kho ngy cng tng ca khch hng, nng sut v cht lng sn phm tng ln. 3. Mi trng vn ha x hi:

S a dng v vn ho, dn tc ang t ra hng lot e do v c hi cho ngnh thc phm, cc sn phm lin quan ti dinh dng, lin quan ti sc khe ca con ngi. Vn ho M l mt bc tranh thu nh ca nhng c trng vn ho ca cc nc phng Ty nh : Nhp sng hi h, bn rn ca ngi dn ni y khin h rt a chung thc n nhanh, va tin li, tit kim thi gian li hp khu v. iu ny em li s thun li cho vic pht trin ca ngnh thc n nhanh ni chung v cng ty ni ring. Vn sc khe lun c ngi dn t ln hng u, h lun xem xt nhng mn n mnh n c m bo cht lng, c qu nhiu cht bo khng, hm lng cht ha hc, cc cht gy hi bi gn y c rt nhiu s c v vn an ton thc phm gy hoang mang cho ngi dn. Ti M c ti 40% l dn nhp c nn s a dng v vn ha, c nhng king k ring, hn na trn th gii ang c xu hng tng cn nn ngi dn s c xu hng n nhng thc n cha t du m t ng. Vi nn vn ha a dng s thch th hiu phong tc tp qun khc nhau y l mt tr ngi ln vi ngnh cng nghip thc phm cn a dng danh mc sn phm ca mnh khch hng c th la chn mt cch thoi mi ty theo s thch ca mnh. ng thi y cng l c hi thng hiu thc phm khng nh mnh, to s tin tng cho ngi tiu dng khi sn phm ca mnh m bo c yu cu ca h. 4. Mi trng nhn khu: Hin nay, theo con s thng k cui nm 2006, s dn M khong 300 triu ngi. Hoa K l mt trng hp ngoi l bi v dn s nc ny tng khong 1% mt nm. S kin ny khin Hoa K tr thnh nc cng nghip ha tng trng nhanh nht. Hoa K l nc cng nghip c dn s gia tng. Trong vng 10 nm qua, dn s M tng t 236 triu ngi ln n khong 301 triu vo u nm nay. Dn s M ang tng ln vi tc gn n 1%/nm m ra c hi cho cc doanh nghip trn nc M ni chung cng nh ngnh cng ngh thc phm tim nng cung cp lc lng lao ng tr cng nh th trng tiu th tim nng y trin vng cho nghnh. 5. Mi trng chnh tr php lut bt k ni no trn th gii ni m cng ty hot ng, ngoi cc yu cu nh : sn phm t cht lng cao; giao hng ng thi gian quy nh; gi c

cnh tranh, mong mun cc i tc kinh doanh cn p ng tt vn v trch nhim x hi, ph hp vi quy nh v ng x v lut php trong nc. Cc nhn t chnh tr v php lut ca mt quc gia c tc ng rt ln ti vic kinh doanh ca cng ty v th cng ty cn phi hiu r mi vn ti cc quc gia . Vic hiu r v nm bt tnh hnh ny l mt iu ht sc cn thit. iu u tin m cc cng ty quan tm n khi h mun u t kinh doanh ti mt t nc l h thng chnh tr ca nc v n nh hng mt cch trc tip n chi ph v ri ro trong kinh doanh. M l mt nc c chnh tri php lut tng i phc tp chnh tr bt n thng xy ra xung t gia cc ng phi. y l e da ln cho cc doanh nghip kinh doanh trong mt quc gia c chnh tr bt n. Chnh sch thu ca hoa k cng c nhiu s khc bit m cng ty cn phi quan tm ch trng.Sau nhng s c v thc phm c pht hin trong nm nay nhiu.quc gia ch trng hn n cng tc qun l ca mnh. Nhiu nc a ra cch kim nh cht lng thc phm mt cch nghim ngt do vy m cn c ci thin phng pht ch bin thc phm m bo vt qua ro cn ca nhng iu lut nh th. Trong ngnh lin quan sc khe con ngi, iu lut nn quan tm u tin l lut m bo n sc khe, an ton thc phm. H i hi cc hng a ra cch ng gi thn thin vi mi trng nhm gim lng rc thi, ph hp v tt cho mi trng. Cc doanh nghip cn a ra cc sn phm mi, cng thc ch bin hay nguyn vt liu mi tt cho sc khe ngi tiu dng p ng c cc chnh sch php lut. Tuy nhin Hoa K cng c cc chnh sch khuyn khch cc doanh nghip nh h tr ti chnh, khuyn khch xut khu. y l c hi cho doanh nghip pht trin v m rng th trng ca mnh trn phm vi ton th gii. 6. Mi trng ton cu Ngy nay, ton cu ho l mt xu th tt yu trn th gii. Ton cu ho m ra rt nhiu c hicho cc cng ty cng nh l cc quc gia trn th gii. Ton cu ho l mt gii php tt cho cc cng ty c qui m ln. N gip cho cc cng ty a quc gia tiu chun ho th trng v sn phm, t pht huy hiu qu gim chi ph theo qui m. Tuy nhin, th trng ton cu s khng em li nhiu c hi kinh doanh cho cc cng ty nu n khng bit thch ng vi mi trng ton cu. Kinh t : va ri mi xy ra cuc khng hong kinh t n nh hng khng t ti nn kinh t ca th gii. Cn bo khng hong ti chnh bt ngun t M tn ph nng n nn kinh t th gii. Ni cm nhn c sc ph hoi u tin ca cuc khng hong ny trc ht l M nn kinh t hng u th gii. Cc bin ng t nhin v x hi nh hng gi nguyn liu u vo. Hin nay, tm quc gia, nc ta c c an ninh lng thc, nhng c th ni cha m bo chc chn an ninh thc phm h gia nh v c th c bit l an ninh dinh dng (ANDD). Nguy c mt ANTP v dinh dng h gia nh cng cao trong bi cnh thay i kh hu nng lng sinh. c bit l nhiu v ng c thc phm xy ra gy nh

hng ti tnh mng con ngi vn an ton thc phm ang c th gii ht sc ch trng. S thay i trong hnh vi trong tiu dng thc phm : Thi quen ca ngi dn trong sn phm thc phm cng chu nh hng bi cch sng ca ngi dn ang ngy cng nng ng, do nhu cu ca khch hng lm vic hoc cao hn. S cn thit cho mt cuc sng cao hn nguyn nhn ngi dn c nhng bin php m nhiu kh khn hn trang tri cc nhu cu ny yu cu cc sn phm thun tin nhanh chng, V d, ngi dn ngy nay ngy cng bn rn vi cng vic, khuyn khch h la chn loi thc phm c trnh by chi tit thc hin nhng vn cn a dng. V vy, an ton thc phm, nh ngy ht hn, thnh phn, v ngun gc cc thnh phn v sn phm, cng nh t chc chng nhn y t tr thnh mi quan tm ca ngi tiu dng. S pht trin ca tiu th thc phm t la m ang pht trin. Xu hng mi ny c th hin trong th trng thc phm ni m s tiu th thc phm ti sng ang dn chuyn sang hp vi bao b tin li hn v s pht trin v bo ca ngnh cng nghip thc phm. Mi trng ton cu va mang li c hi cho cc doanh nghip thc phm nu n p ng c yu cu trn th trng ton cu tuy nhin cng c rt nhiu kh khn e da trong vic thch ng ton cu. II. Phn tch ngnh v cnh tranh 1. M hnh nm lc lng cnh tranh: a. Cc i th cnh tranh tim tng Cc i th cnh tranh tim tng l nhng cng ty tuy cha tham gia vo ngnh nhng h c kh nng lm iu nu h mun. Vic nhn din cc i th mi c th thm nhp vo ngnh l mt iu quan trng, bi h c th e da n th phn ca cc cng ty hin c trong ngnh. V vy c th coi y l mt e da. Nhng iu ng ni y l ro cn nhp cuc. i vi ngnh cng nghip thc phm th y l mt ngnh c ro cn nhp cuc thp bi nhiu yu t. Chnh v vy, to dng c lng trung thnh vi khch hng v tn dng tnh kinh t theo quy m l hai yu t cc k quan trng ca cng ty hin nay. Theo nhn nh ca CTCK Arter, cng nghip thc phm l mt trong tm ngnh hp dn nht trong nm 2010, bi vy n s l th thch rt ln i vi cng ty, v th vic trong tng lai c nhiu cng ty nhy vo chia th phn l iu rt c th. Quy m ca cng ty cng em li mt li th v cng quan trng, l mt cng ty c th mnh v ti chnh, i ng nhn vin tay ngh cao v c nhiu cng ty con cc quc gia,

cng ty t c tnh kinh t theo quy m, tn dng c ngun nguyn liu r cc nc. b. i th cnh tranh trong ngnh: L cc cng ty ang kinh doanh trong lnh vc thc phm c ti cc a im phn phi ca general mills, c ti hn 100 quc gia ngoi tr s chnh ti hoa k th cng ty cn hot ng bao gm cc chu lc l Chu Thi Bnh Dng, Chu u, Canada, Chu M La Tinh. Trong lnh vc ny khng ch c cng ty kinh doanh m cn c nhiu i th khc na. Ra i rt sm, mt s hng trong ngnh thc phm ng gi General Mills khai ph v chim lnh th trng thc phm th gii trong sut nhiu thp k. C th ni cnh tranh gia cc cng ty trong ngnh thc phm l rt gay gt v v cng hp dn vi s gp mt ca cc i gia ni ting nh Kelogg, Nestle, Heniz, Danone.. xem xt mc cnh tranh, cng ganh ua ca cc i th trong ngnh, cn phi tnh n 3 nhn t chnh : (1) cu trc cnh tranh ngnh, (2) cc iu kin nhu cu, (3) ro cn ri ngnh. Cu trc cnh tranh ngnh : Th hin qua mt s lng nh cung cp ang c trn th trng, v s doanh nghip chim v tr dn u. Hin ti Cng nghip thc phm l mt ngnh phn tn v ngnh thc phm hin ang c tng i nhiu nh cung cp nh l. Cc cng ty cnh tranh General Mills phi i mt vi s cnh tranh khc lit t nhiu i th cnh tranh c trong khu vc v trn th gii, nhiu knh phn phi khc nhau ti hn 100 quc gia trn th gii. Trong nc mt vi i th cnh tranh chnh ca general mills c tn tui rt ln Nh : Keyllog Nh sn xut ng cc ln nht th gii trong lnh vc n lm t ng cc, Kelloggs hin ang thu tm khong 40% th trng th gii v phn na th trng Chu , tuy nhin doanh thu ton Chu mi ch ng gp 2% khim tn cho tng thu nhp ca cng ty hng nm. Nestle tp on thc phm ln nht Thy S hng ny cng ang pht trin v m rng th trng ca mnh. Cc iu kin nhu cu Nhu cu v thc phm hin nay ang tng cao, nhu cu v thc phm ch bin sn ang tng to iu kin cho General Mills v cc cng ty trong lnh vc ny c c hi pht trin. Tuy nhin cng l mt e da ln l bn s gia tng ca cc cng ty ln tham gia vo ngnh sn xut thc phm. T lm cho cnh tranh ngy cng tr nn gay gt. Bn cnh l xu hng tiu dng nhng sn phm c li cho sc kho ca ngi dn tng, iu ny t ra thch thc ln vi cc cng ty thc phm, bi cc v b bi v sn phm nhim khun xut hin hng lot ti cc quc gia trong thi gian qua. Do , General Mills bn cnh nng cao hiu sut cnh tranh, tng sn lng cn cn phi ch n chiu su cht lng, thay i cch nhn ca ngi dn v sn phm thc n nh mong mun tr thnh mt

gii php thc phm cho ngi dn. S cn thit cho mt cuc sng cao hn nguyn nhn ngi dn c nhng bin php m nhiu kh khn hn trang tri cc nhu cu ny yu cu cc sn phm thun tin nhanh chng nhng m bo sc khe. Ro cn ri ngnh Ro cn ri ngnh ca General Mills tng i cao, l do l v : Mt trong s thng hiu s hng u trong ngnh thc phm trn th gii. General Mills l mt cng ty coi trng uy tn thng hiu trch nhim x hi cao. Chi ph c nh ri ngnh cao. Cng ty xy dng h thng cc cng ty con v cc ca hng c mt nhiu nc trn th gii, ng thi u t ln vo ngun nguyn liu cc n in khp c nc. Ngoi ra, khi ri ngnh nh hng ti vic lm ca ngi lao ng l mt cng ty ton cu s lng nhn vin l rt ln. Vic ri nghnh s lm cho nhiu ngi mt vic. Tm li, ngnh thc phm trn th gii ang b cnh tranh. l do ro cn gia nhp ngnh thp, nhiu i th cnh tranh trong nc v khu vc cng nh cc i th cnh tranh ton cu ang ngy cng gia tng. Cc i th cnh tranh u c kh nng m rng qui m th trng tng li nhun. Cc yu t ch yu gip cng ty cnh tranh trn th trng bao gm: Sn phm vi s a dng v chng loi v ph hp vi th hiu tiu dng ca ngi dn ph hp vi mi la tui. Cc nhn hiu sn phm c a thch vi chin lc Marketing mnh m, hiu qu Nghin cu v nm bt nhu cu mt cch kp thi. Cung cp cc knh phn phi bn l mt cch hiu qu cung cp s thun tin cho khch hng Sn phm c gi tr tng thch vi chi ph ca khch hng To c tnh cnh tranh cho cc khch hng t chc. c. Nng lc thng lng ca ngi mua Khch hng l mt p lc cnh tranh c th nh hng trc tip ti ton b hot ng sn xut kinh doanh ca ngnh. Khch hng c phn thnh hai nhm : khch hnh l v nh phn phi. C hai nhm u gy p lc vi doanh nghip v gi c, cht lng sn phm, dch v i km v chnh h l ngi iu khin cnh tranh trong ngnh thng qua quyt nh mua hng. Ngy nay, xu hng ngi tiu dng s dng nhiu hn cc thc phm ch bin sn l mt li th rt ln i vi cc cng ty trong ngnh thc phm ca M. Nhng vi mt th trng c qu nhiu cc nh cung cp ln nh General Mills, Keyllog, Nestle, Donane, Heniz...Cnh tranh vi nhau th ngi tiu dng c nhiu kh nng la chn thc phm tt nht cho mnh. Hn na vic ngi mua chuyn i gia cc ca hng vi nhau l rt d dng vi chi ph thp v c tnh kinh t ca ngi mua l cng mua t mt vi ca hng cng mt lc v vy nng lc thng lng ca ngi mua l rt ln sc p v gi ca ngi mua v yu cu v cht lng an ton thc phm l tng i cao.

d. Nng lc thng lng ca nh cung cp S lng v cht lng ca nh cung cp s quyt nh n p lc cnh tranh, quyn lc m phn ca h n ngnh. Nu s lng nh cung cp trn th trng hn ch s dn ti bt li cho cng ty, s c sc p tng gi u vo, hoc gim cht lng nguyn vt liu cung cp v ngc li. Cc nh cung cp cc sn phm sch cho ngnh ny l rt quan trng bi n khng nhng nh hng n cht lng ca thc n nhanh m cn nh hng ti sc khe v tnh mng ca khch hng. V s lng nh cung cp hn ch, ng thi ngnh thc phm M ang chu mt p lc rt ln bi mt tng s dng ng cc ch bin xng sinh hc nhm lm gim nhim mi trng. Theo s liu ca B Nng nghip M, nm 2008, hn 107 triu tn ng cc, ch yu l ng, c dng sn xut cht Ethanol, tng gn gp i so vi hai nm trc . Trong hai nm qua, ti M mc ln thm khong 80 nh my sn xut Ethanol. Ti nm 2015 s c nhiu hn s nh my nh vy c xy dng p ng k hoch sn xut 19 t lt Ethanol. sn lng ng cc thu hoch trong nm 2009 nc ny b cc phng tin giao thng nut chng. Nhu cu Ethanol ca M ngy cng cao lm gi ng cc trn th gii tng vt trong giai on 2006 - 2008. Theo s liu iu tra ca ngn hng th gii, do ng cc c dng nhiu vo vic sn xut nhin liu sinh hc M v Chu u nn gi lng thc tng 75%. y l mt e da v vn cung ng ngun nguyn liu u vo cho cng ty. Ti M, gi u tng tng lai tng n 15 - nm cao vo u nm 2004, mt phn do thi tit lin quan n cc vn . Deloitte cho bit, l tiu cc tc ng n chi ph cho b vi x l thc phm. iu dn ti cc nh cung cp c th ra gy sc p tng gi nguyn vt liu y l mt tr ngi ln i vi General Mills v cc cng ty trong ngnh. e. Cc sn phm thay th p lc ch yu ca sn phm thay th l kh nng p ng nhu cu so vi cc sn phm trong ngnh, thm vo na l nhn t v gi, cht lng, cc yu t khc nh ca mi trng nh vn ho, chnh tr, cng ngh cng s nh hng ti s e do ca cc sn phm thay th. y l nhng iu kin bt li cho s pht trin ca ngnh. Ngi ta c th s dng sn phm trc tip ca ngnh nng nghip v thy sn nhng sn phm ti sng cha qua ch bin thay v s dng sn phm qua cng nghip ch bin, tuy phi mt nhiu thi gian nhng m bo c dinh dng. S lng cc nh hng c m ra cng ang tng. y chnh l iu ng quan tm khi ni v sn phm thay th ca ngnh cng nghip thc phm. Tuy nhin, con ngi ngy cng cun theo nhp sng ca thi i, v thc phm l mt trong nhng mt hng thit yu v vy kh nng s dng sn phm thay th ny khng cao. Do vy, sn phm thay th khng nh hng nhiu n cnh tranh cng nh cc hot ng ca ngnh ni chung v General Mills ni ring. III. LC LNG DN DT NGNH L cc th lc trong ngnh l tn hiu tao nn nhng thay i trong nghnh (i th cnh tranh, khch hng, ngi cung cp). i vi General Mills kinh doanh trong lnh vc thc phm c th k n mt s yu t co bn sau: a) S thay i v mc tng trng di hn ca ngnh:

S dch chuyn tng trng ngnh i ln hay i xung l mt lc lng cho s thay i ngnh v n tc ng n cung ca ngnh v nhu cu ca ngi mua, s kh khn cc doanh nghip c gng dnh c doanh thu tng thm. Ngnh thc phm ch bin sn trong thi gian di ti c d bo s lun c tng trng, bi v : s tng ln ca dn s, nhu cu s dng sn phm thc n nhanh trong thi i cng nghip hin nay. V vy n rt hp dn v thu ht nhiu i th mi thm nhp ngnh. b) Cc thay i v ngi mua sn phm v cch thc s dng chng l s thay i v cch suy ngh ca ngi tiu dng v quan nim thc n c sn. Trc y vic s dng thc n c sn c xem l khng tt cho sc khe. Nhng hin nay vi nhp sng nng ng, thi quen cng nghip v nhng ci tin v cng ngh ch bin, vic tm ra nhng nguyn liu v cng thc ch bin. Ph hp cho sc khe khin ngi tiu dng thay i cch nhn v thc n nhanh. Ngi dn bt u s dng nhiu hn vi phng php n nhanh ca thc n c sn m ra c hi cho ngnh pht trin. Trong ngnh thc phm nht l thc phm n nhanh th phn phi thun li ng vai tr ht sc quan trng. Ngi tiu dng s s dng sn phm no m h c th mua mt cch d dng nht. c) Ci tin sn phm, thay i cng ngh, ci tin Marketing Ci tin l ngun lc v tn to ra nhng thay i. Ci tin sn phm c th thay i hon ton cu trc cnh tranh trong ngnh bng cch m rng thm khch hng m rng them gy khc bit ca sn phm. Ci tin cng ngh qui trnh ch bin sn phm gip doanh nghip c th tng cht lng sn phm ng thi gim chi ph. Vi mc cnh tranh cao cc ci tin Marketing c th tm ra cch thc mi thng mi ho sn phm, c th lm bng n s quan tm ca ngi mua, m rng nhu cu cho ngnh, tng s khc bit, h thp chi ph. V th ci tin s l mt nhn t tc ng ti s thay i ca nghnh. d) Nhng thay i v quy nh v chnh sch: S thay i v cc hnh ng ca chnh ph thng to nn nhng thay i ln trong ngnh cc chnh sch nh m ca hi nhp hay hn ch nhp khu ca cc nc bn ngoi v cc chnh sch v thu. Bn cnh chnh ph cng c cc chnh sch nhm bo v quyn li cho ngi tiu dng cc vn lin quan ti v sinh cht lng sn phm an ton thc phm. y cng l mt yu t to nn s thay i ca ngnh. e) Ton cu ha Ngy nay cc doanh nghip khng ch hot ng trong phm vi quc gia mnh m cn pht trin ra th trng th gii. Ton cu ha l mt xu hng hin nay lm tng doanh s bn hng, gim chi ph cho cc cng ty. Bn cnh ton cu ha cng to ra mi trng cnh tranh khc lit gia cc cng ty trong nc v quc t, cng ty cn chu e da cnh tranh t cc i th bn ngoi. Khi ton cu ho xy ra th n s hnh thnh nn mt xu hng mi l xu hng lin kt gia cc thng hiu ln tp trung sc mnh cnh tranh vi i th mnh nht, ng thi tranh th a bn kinh doanh v mng li phn phi sn c ca pha i tc m rng

phm vi nh hng. Cc doanh nghip c th lin kt vi nhau to ra sc p ln cho cc i th nhp ngnh. IV. CC NHN T THEN CHT THNH CNG H thng phn phi vi nghnh thc phm th h thng phn phi l rt quan trong n phi gn kt mt cch cht ch t doanh nghip ti khch hng cc sn phm thc phm yu cu s nhanh chng v thun tin p ng khch hng mi lc mi ni. V th h thng phn phi l mt nhn t gip cng ty trong ngnh thnh cng. Cht lng sn phm : cht lng sn phm l yu t quan trng nht v y l mt nghnh n tc ng trc tip ti sc khe ca ngi tiu dng yu cu v sn phm cht lng tr thnh yu t bt buc i vi cc doanh nghip n vi khch hng. Sn phm d gi c cao nhng m bo cht lng th vn c khch hng a chung. Cc chin lc marketing, R&D, S nm bt nhu cu khch hng : Chin lc marketing c tc ng trc tip ti s thnh cng ca cc cng ty trong nghnh to n tng tt trong tm tri khch hng cc hot ng nh tham gia cc hot ng x hi cng ng, cc chng trnh khuyn mi qung b bng hnh nh ca chnh mnh. Nhu cu ca khch hng lun bin i v th cng ty phi khng ngng tm hiu nm bt nhu cu mong mun ca khch hng t nghin cu pht trin nhiu sn phm mi ph hp vi khu v nhiu ngi nhiu quc gia khc nhau gip cng ty nm gi khch hng v ngy cng khng nh v tr ca mnh trong tm tr ngi tiu dng. Nghin cu ra cc cng ngh c th ci tin sn phm. Qui trnh sn xut ch bin nhm gim chi ph tng cht lng sn phm. y l nhn t to nn s thnh cng ca doanh nghip. V. NH GI MI TRNG BN NGOI C hi e da

Tng trng kinh t, dn n tng thu nhp ngi Nn kinh t lm pht dn ti ri ro hn trong vic tiu dng gip tng sc. u t ca doanh nghip. mua trn th trng. Ga c nguyn vt liu u vo gia tng S a dng nhu cu thch hp cho cc doanh Chnh tr M bt n xung t gia cc ng phi nghip trong vic m rng sn phm. to ra nhiu ri ro cho cc doanh nghip u t, m Cng ngh pht trin to c hi cho cc doanh rng sn xut. nghip c th ng dng ci tin sn phm qui trnh Yu cu ca khch hng v cht lng sn phm ch bin, bo qun, phn phi ti khch hng mt v sc p gim gi tng gy kh khn ln cho doanh cch nhanh nht. nghip. Cuc sng bn rn ca ngi dn lm gia tng nhu Cc quy nh ca chnh ph v bo v ngi tiu cu vi sn phm ch bin sn. dng vn an ton thc phm to nhiu p lc hn

 Cc chnh sch ca chnh ph trong vic khuyn cho cc doanh nghip trong vic cung cp sn phm khch xut khu chnh sch gim thu cho mt s mt trn th trng. hng thc phm. Th trng ton cu m rng lm gia tng cc i Kinh t ton cu pht trin thun li cho cc doanh th trong ngnh lm cho cnh tranh tr nn gay gt hn. nghip m rng th trng sang cc quc gia khc. S a dng ca nhu cu s khc bit v vn ha gy kh khn cho cc doanh nghip trong vic p ng khch hng.

NGUN LC 1. Ngun ti chnh General Mills cc k thn trng trong vn ti chnh. CEO ca cng ty ni ngun tin d tr lc no cng phi c v c th gp nhiu ln. H linh hot v c sc bn v ti chnh khi mc sai lm trong khong thi gian ngn, h c kh nng chng c.. Doanh thu 5 nm gn y ca General Mills lin tc tng v lun t mc cao. Doanh thu thun tng ch yu do doanh s bn hng tng ln. N phn nh thnh tch hiu qu ca cc thng hiu ca cng ty, nhng b li cho tc ng tiu cc ca nn kinh t kh khn y gi cc nguyn liu tng mc cao lm tng gi bn sn phm. Di y l kt qu t c trong 5 nm va qua (t 2005 2009): 2005 11.308 2.016 3.08 1.24 2006 11.711 2.112 2.9 1.34 2007 12.442 2.26 3.18 1.44 2008 13.652 2.406 3.71 1.57 2009 14.7 2,641 3.813 1.72

Doanh thu Li nhun TN trn mi c phiu C tc mi c phn

Biu doanh thu

20 15 T USD 10 5 0 2005 2006 2007 Nm 2008 2009 14.7 Doanh Thu

Doanh Thu 11.308 11.711 12.442 13.652

Biu minh ha:

Biu li nhun
3 2.5 T USD 2 1.5 1 0.5 0 Li Nhun 2005 2.016 2006 2.112 2007 2.26 Nm 2008 2.406 2009 2.641 Li Nhun

Thu nhp trn mi c phiu c phiu

6 T USD 4 2 0 TN trn mi c phiu 2005 3.08 2006 2.9 2007 3.18 Nm 2008 3.71 2009 3.813 TN trn mi c phiu

Tnh hnh ti chnh ca cng ty 2009 l rt mnh doanh s bn hng v thu nhp vt mc tiu ra. Doanh thu hng nm 2009 tng 8% so vi nm 2008 li nhn hot ng tng 10% thu nhp trn mi c phiu tng 2%. Hiu sut m cng ty t c phn nh sc mnh ca cc loi thc phm ni m cng ty cnh tranh. Vi mt v th ti chnh nh vy cng vi thng hiu c mt trn ton cu dn n vic thu ht c ng v kh nng vay n t bn ngoi l iu khng my kh khn. Doanh s ca cng ty chia lm 4 phn on, c th trong nm 2009: doanh thu quc t chim 16.35%; doanh s bn l M chim 63.5%; t cc thng hiu bnh m v dch v thc phm chim 12.6% v t tham gia lin doanh 7.55%.

Biu phn chia doanh s

7.55%

12.60%

Lin doanh DV thc phm Quc t Bn l M

63.50%

16.35%

Nm 2008, 12 thng kh khn nht ca nn kinh t M, doanh s bn ca cng ty tng 4,3% v nhy ln 6 bc, ti v tr s 29 trong Fortune. Li nhun trung bnh ca cc cng ty trong Fortune 500 gim 85% vo nm 2008, trong khi li nhun ca General Mills tng thm 22%. iu khin cho General Mills tr thnh cng ty ng th 6 t li nhun cao nht v l mt trong 5 cng ty c gi tr nht Fortune 500. Qua nhng phn tch trn vi tim lc ti chnh hin c, kh nng t ti tr ca cng ty l cao. Ngoi ra, kh nng vay mn ca cng ty cng kh cao nh kh nng ti chnh, cng ty c mc sinh li cao trong ngnh. Mt khc nh uy tn ca cng ty vi cc nh cho vay. 2. . Ngun vt cht Hin ti cng ty c hn 150000 c s trn 150 quc gia trn th gii, tp trung nhiu cc nc nh: M, Canada, c... General Mills c knh phn phi rng ln, chnh l hu cn vng chc v thun tin cc dng sn phm ca cng ty d dng tip cn vi khch hng. Nhiu cc chi nhnh pht trin, sn xut v phc v cc sn phm v dch v ca cng ty m khch hng v cc chuyn gia chm sc sc khe bit n v tin tng. Nhng chi nhnh em n cc dch v chuyn bit, chung cho c khch hng bn trong v bn ngoi. Cc cng ty hot ng phc v nh l nn tng cho mi b phn kinh doanh vi trch nhim cho vic h tr pht trin cc thng hiu mang li li nhun. y l ni m cc nhn vin ca cng ty tip cn gn nht vi khch hng v vi vic kinh doanh. Thng qua cc cng ty hot ng, cc nhn vin c th tc ng trc tip n vic kinh doanh ca h, iu ny gip h c mt t duy tt hn v quyn lm ch trong vic nh hng v tip tc lm mi iu ny. Trong mi trng ton cu ho hin nay,vic xy dng c mt mng li vt cht nh vy cng l iu khng n gin, to ra c mt li th cnh tranh khng nh cho cng ty. 3. Ngun k thut - Mt s thng hiu ni ting v tn ti trong 150 nm ca General Mills c khch hng trn c th gii bit n nh: Cheerios, Pillsbury, Yoplait, Green Giant, Betty Crocker - S hu gn 5200 bng sng ch. - i u trong vic a ra sn phm mi vi cht lng cao. - L mt trong nhng hng sn xut tin phong trong lnh vc cng ngh thc phm. 4. Nhn s

General Mills c khong 120.000 nhn vin trn ton th gii, tham gia vo vic nghin cu v pht trin, sn xut v bn sn phm thuc lnh vc cng nghip thc phm. S thnh cng ca cng ty mt phn nh vo Ti nng, tng, v ngh lc, kh nng phn ng vi nhng thay i, xung t, tinh thn t qun, chia s kinh nghim ca i ng nhn vin. Ch c nhng con ngi vi phm cht y cng thm kh nng ca h thch nghi vi s thay i ca mi trng kinh doanh ton cu v chnh cam kt vi cc gi tr vin cnh l mt iu m ch General Mills mi c m khng c cng ty no c th bt chc. Mi thnh vin trong cng ty General Mills u thm nhun gi tr trong vin cnh ca cng ty . N nh hng cc gi tr cn bn cho tt c thnh vin ca General Mills ngy t u v cc th h nhn vin tip theo c o to thc hin theo tinh thn y ngay t khi h c tuyn vo cng ty. Nhn vin chu trch nhim pht trin v thc hin cc chin lc, cc chng trnh, hot ng nh b phn h tr mt t chc ngy cng sng to, linh hot, nng ng. Ngoi ra, nhn s chu trch nhim cho vic tuyn dng, pht trin v duy tr mt lc lng lao ng, nh gi cao ti nng a dng. General Mills lun c nhng con ngi vi ngun tng sng to c o, nhy bn vi cc c hi kinh doanh mi,vi cc phn on th trng v sn phm tim nng Chnh ngun lc ny to nn nng lc khc bit v to nn li th cnh tranh cho General Mills. Lnh o ca General Mills lun cao tnh trung thc, chn thnh, tn trng ngi khc, bit cn bng li ch ca nhng ngi xung quanh v vit nhn v tng lai, v phi truyn mt cm hng v mt vin cnh chung bng vic p dng cc gi tr trong vin cnh v hot ng vi s chnh trc trong tt c cc ka cnh kinh doanh. General Mills c mt h thng i ng nh lnh o hng u trn th gii. Cc kh nng qun tr Thnh cng m cng ty t c trong lnh vc cng nghip thc phm l kt qu ca cc nh lnh o v hng lot cc quyt nh m h a ra theo thi gian. Cc nh lnh o th hin s lim chnh, kin nhn v kh nng thit lp mt vin cnh truyn cm hng trong cc t chc. Cc nh lnh o cng nh nhn vin ca General Mills c kh nng t qun rt

cao. H l nhng con ngi to ra cc mi trng khuyn khch, cc c hi hc tp v pht trin v thit lp vic hp tc trong t chc. Thi quen t chc Cc thnh vin trong gia nh General Mills cam kt su sc vi truyn thng qun l phn quyn. Phng php ny gip cng ty cng quy m v gip General Mills c th t ho rng h phc v nh l mt cng ty p ng nhanh v da ch yu vo vic sn xut cc sn phm chm sc sc khe. Thng qua cu trc phn quyn cng ty kt hp li th ca quy m vi s linh hot v s tp trung ca cc t chc nh hn. Nh vy, cc mi trng a dng ca cc cng ty nh em n nhng s tp trung hiu qu cao hn vo nhng nhu cu ca khch hng, cng nh vic thit lp kinh doanh tr nn ci m v d dng hn. ng thi, cc nhn vin c kt ni vi nhng c hi v s pht trin, thng tin ngh nghip ng cp th gii. Tnh thng nht ca cng ty Cc cng ty hot ng phn quyn ca General Mills, cc chi nhnh v cc b phn kinh doanh c kt ni vi nhau trong mt cu trc t chc m bo cc hot ng ph hp vi cc mc tiu chin lc chung. Cu trc ny cng khuyn khch v to iu kin cho s hp tc ca hn 150 cng ty trn th gii. Cc nh lnh o trong h thng qun l ny cng gip m bo cc nhn vin trong cc cng ty c th pht trin v thng tin trong v gia cc cng ty hot ng , cc chi nhnh v cc n v kinh doanh, nhn nhn cng ty ca General Mills em n s a dng v cc c hi vn cao c o cho cc nhn vin pht trin s nghip.

i ng cc nh lnh o:
Kendall J. Powell Donal Leo Mulligan Roderick A. Palmore Y. Marc Belton Marc Y. Belton Ian R. Friendly Ian R. Christopher D. O'Leary Ch tch Hi ng qun tr, Tng Gim c Gim c ti chnh, Ph ch tch Ph ch tch, Trng Tun th v Cn b qun l ri ro, General Counsel, B th Ph ch tch - Ton cu Y t, Thng hiu v pht trin kinh doanh mi Ph ch tch, Gim c iu Hnh - M bn l Ph ch tch, Gim c iu Hnh - Quc t

Michael Lee Davis Christina L. Shea John R. Church John R. Peter C. Erickson 5. ngun danh ting

Ph ch tch - Ngun lc con ngi ton cu Ph ch tch - Quan h i ngoi, Tng thng - General Mills Foundation Chain Ph ch tch - chui cung cp Ph ch tch - Ci tin, Cng ngh v Cht lng

Khi ni n General Mills l ngi ta c th ngh ngay n thng hiu ca trch nhim v s tin tng.Thc t c rt nhiu cng ty hon ton sp sau nhng tht bi.Tuy nhin, cng ty General Mills li khc, cng ty bit bin tht bi thnh thng. Thng hiu lu di ca General Mills mang li mt li th cnh tranh rt ln trong ngnh cng nghip thc phm. Tuy nhin, khi phi cnh tranh vi cc nhn hiu: Nestles, KFC, K Thng hiu ca General c th tn ti n hm nay l nh n 4 yu t: Tn tu vi cht lng, To ra mc nhn thc cao, Nui dng lng trung thnh ca khch hng, Quan trng nht l cng ty lun gi vng v pht trin tnh ng nht ca thng hiu mt cch mnh m v r rng. General Mills trong nhiu nm lin lun ng trong top 10 cng ty c yu thch nht theo bnh chn ca tp ch Fortune (nm 2006 cng ty xp hng th 6, nm 2007 v 2008 ng th 9, nm 2009 tng ln ng th 5). General Mills c c th gii bit n vi cc nhn hiu ni ting nh: Cheerios, Pillsbury, Yoplait, Green Giant, Betty Crocker, Nature valley Ga tr danh ting ca General Mills rt nhiu, v n khng ngng phn u vn xng ng vi s tin tng ca khch hng, ngi tiu dng ca, nhn vin, cc nh u t v cng ng "", ng Ken Powell-ch tch v gim c iu hnh ca General Mills: Danh ting "c th c o bng cng nhn, tuyn dng nhn vin v duy tr, thm ch gi nhiu c phiu "nhng cui cng, chng ti tin rng cc bin php quan trng nht l s tin tng General Mills nhy n v tr th 4 trong cuc kho st hng nm c tin hnh bi Harris Interactive v di chuyn ln v tr s 2 trong nm 2008. (RQ) kho st a ra tiu chun nh gi cc cng ty cng 6 lnh vc trng im to nn danh ting ca cng ty ca cng ty: tm nhn v lnh o; trch nhim x hi; khng co v tnh cm; sn phm v dch v; ni lm vic mi trng; v hiu sut ti chnh v General Mills ng th 3 trong cc loi trch nhim x hi, khng co, tnh cm v mi trng lm vic. 1 Tng s im General Mills 'l 80,30, khng xa pha sau xp hng S 1ca Google L 81,85.

Theo nh l thuyt thi thanh cng v tai chinh khng phc tp nhng nhiu cng ty lai cam thy kho khn trn con ng i cua ho. Y tng ln la kim c vn quay vong ma vt qua tng s chi phi vn ban u. Thi gian qua, chi khoang mt na cac cng ty quan ly c iu nay. General Mills la trng hp vt tri hn, li nhun thu v bng 82% cac cng ty trong lnh vc cng nghip thc phm. o la ly do chinh tai sao General Mills , mc du chi la cng ty ng th 9 trong s cac cng ty ln nht Fortune 500 nhng lai ng th 6 trong s cac cng ty co gia tri nht trong cng lnh vc . Qua iu ny cho ta thy General Mills l mt cng ty c danh ting v ti chnh ln trn th gii. Vi ngun lc ny ta nhn thy rng, Danh ting c th mang li cho doanh nghip ngun thu nhp cao v cao hn so vi i th cnh tranh trong ngnh. 6. Sng kin, tng c o

Ti General Mills, mt cch tip cn c r rng t u v tip tc l ct li ca chin lc i mi General Mills tng tuyt vi c th n t nhiu ngun khc nhau v i khi bt ng. v d, Wheaties ng cc, c pht hin tnh c khi mt i ng u bp ang cho cm trn mt bp l nng. Hn hp crackled v sizzled thnh mt vy sc nt m thc s nm tuyt vi. H a tng vo Cng ty Crosby Washburn, mt tin thn ca General Mills, vo nm 1924, v cng ty a ra cc ng cc m sau ny tr thnh "The Breakfast of Champions." Mt du n quan trng khc khi ni n ngun sng kin ti General Mills l: mt pht minh cng ngh vo nm 1930 bi k s General Mills v nh ha hc Thomas R. James, bin ng cc dng bt vin thnh cc dng ng cc khc nhau v y cng l ngun gc ra i sn phm Cheerioats vo nm 1941. Sng ch ny c ci thin vo nm 1960 bi 1 k s General Mills cho php cc sng puffing phun ng cc lin tc, thay v theo l. iu ny lm cho sn phm sn xut ng nht hn, cht lng c kim sot cht ch, gim thit hi 10% v gim thi gian sn xut xung 3% so vi lc trc. Hay sng kin ca nh khoa hc William Brastad gip khm ph ra mt ng dng mi c tn kim polyester trong cui thp nin 1970. Cng ngh ny sau c dng pht trin cc bao b vi sng bng ng

II. KH NNG TIM TNG : 1. Cch thc qun tr cc qu trnh bn trong t n mc tiu ca t chc General Mills duy tr mt nhm vn u t chung gi l Cng ty pht trin General Mills(GMDC). Khng ging nh phn ln cc nhm kiu ny, GMDC khng o lng thnh cng ch n thun da trn t l doanh thu trn danh mc u t. Hn ht, nu cc c ng mun theo ui i vi vn mo him- nh trong cc hot ng u t, c nhng cng c tt hn v hiu qu hn to ra n- thng qua vic u t vo cc qu. GMDC s lm g sau ? Ni mt cch ngn gn , y l c quan ca vn phng cng ty qun l ri ro chin lc m cc cng ty hot ng c kh nng phi i mt. Lm vic cn thn vi cc cng ty hot ng , GMDC quyt nh nhng s khng chc chn v chin lc che ph s cnh tranh mt cng ty hot ng trong tng lai, v nhng s khng chc chn no m cng ty hot ng th hin nh l kt qu ca nhng s cam kt chin lc ca n. GMDC sau s to ra nhng s la chn chin lc cn. thit mt cng ty hot ng c th tip tc theo ui chin lc sinh li cao v ri ro cao ca mnh. Mt phn quan trng ca s bnh qun ny l dn dt cc cng ty hot ng theo ui cc chin lc mo him cao trong giai on u. Hu ht cc cng ty hot ng c xu hng kinh doanh li nhun t ng lm thp i t l ph sn. Tuy nhin, ti General Mills, vn phng cng ty thit lp cc yu cu cho cc mc tiu hot ng, cc cng ty hot ng c giao nhim v t c mt mc thu hi c th (v d 15%ROA) trong cc khon thi gian c th( chng hn nh 3 nm), vi cc ngun lc c th (chi tiu vn v ngn sch hot ng c thng qua bi cng ty). Khng c nhng mc tiu ny, cc cng ty hot ng s lm iu m hu ht cc n v kinh doanh lm: hot ng mc trung bnh. Nhng nu tt c General Mills c kh nng thc hn vi nhng tr ngi hot ng yu cu ca mnh s kinh doanh mt danh mc cc cng ty hot ng ri ro thp, sinh li thp thay cho mt danh mc cc cng ty hot ng ri ro cao, sinh li cao, n s ch mua 20 ng 5 xu bi 1 la- to kh nng sinh li cao hn vi ci gi ri ro cao hn. l s lin quan ca GMDC cho php danh mc sinh li dung ho gia sinh li lin quan n vic ng u vi ri ro cao hn m khng ng u ri ro.

GMDC sau khng ch n thun tm kim cc c hi tng trng, n lc tm kim ngi chin thng b p cho bt c ngi thua l no tn ti trong danh mc. Hn th na, n to ra cc la chn chin lc gip cc cng ty hot ng iu chnh cc chin lc ca mnh trong cch thc m cc cng ty hot ng thi khng th to ra t nht, phi tho hip kh nng ca h to ra v thc hin nhng s cam kt chin lc cn thit cho thnh cng cnh tranh ln hn. 2. Kh nng qun tr s cam kt C th thy, nguyn nhn chnh nhn vin General Mills thc hin vin cnh, ci s dng phng thc p ng vt tri l kh nng lnh o cp cao v hnh ng cam kt. Nhng ngi ng u, thnh vin ca ban Lnh o, Gim c h tr nhn vin ca mnh, qun l qu trnh t c mc tiu v thc hin pht trin hnh ng chin lc. Ngoi ra, cu trc t chc ca General Mills ng h cho vic hc hi ti u v chia s thng tin. Cng ty c nhng h thng e-Learning thc y v chi ph hun luyn hiu qu cho nhng nhn vin mi c b nhim. Nhng h thng bo co ca cng ty v nhng chn khin cho vic truy cp vo tiu chun hnh ng c thc hin bt c lc no. iu quan trng nht ca vic o lng thc hin v h thng qun l thng tin l khin n gn vi nhn vin cng ty xc nh nhng nguy c tim tng trc khi to ra nhng rc ri. Bn cnh gii quyt vn sc khe v an ton cho nhn vin, General Mills cn thc hin cam kt v qun tr s cam kt n cng ng, General Mills th hin vic p ng vt tri n con ngi v trch nhim mi trng, c gng thc hin hnh ng vt qua nhng i hi bnh thng. Cng ty lin quan n chng trnh bo v tnh nguyn m bo m bo s an ton v n lc sc khe. Cng ty ang c truyn cm hng trch nhim i vi cng ng ni m cng ty sng v lm vic, v cng ng trn ton th gii. Tp trung c bn l lm nn s thay i thng qua cc chng trnh lin quan n sc kho ch yu trn th gii. Cng ty s thc hin iu ny v cc n lc hot ng t thin thng qua cc i tc l cc cng ng . General Mills h tr mt lot cc chng trnh tp trung vo 3 chin lc chnh: - Bo v v ci thin cuc sng ca cng ng.

- Thit lp cc k nng cho nhng ngi phc v nhng yu cu sc khe cng ng, ch yu thng qua gio dc. - Phng nga dch bnh v gim thiu s bnh tt v au m cc cng ng ni General Mills c tim nng tc ng cao Phng php ny xy dng mnh cc truyn thng hp tc v cng ng vi hang trm t chc cng chia s vin cnh ca cng ty. II: Phn tch chui gi tr : Chui gi tr, l nhng g doanh nghip xy dng c c kh nng cnh tranh vi cc i th. Chui gi tr lin quan n cc hot ng chnh nghin cu v pht trin, chc nng marketing v bn hng, hot ng sn xut v cc hot ng h tr nh chui cung ng, ngun nhn lc, h thng thng tin, c s h tng 1. Hot ng nghin cu v pht trin (R&D) Vi GM th R&D ng vai tr rt ln trong s thnh cng ca mnh, n c xem l " Cha kha cung cp cho s i mi. General Mills pht trin b phn ny vi mc ch chnh l nghin cu pht trin sn phm mi nhm p ng nhu cu th trng v thc hin chin lc pht trin ca cng ty. B phn ny c th thc hin nhiu nhim v nh : nghin cu v pht trin sn phm mi, nghin cu v pht trin bao b, nghin cu v pht trin cng ngh, v nghin cu v ci tin qu trnh. Cng ty lun n lc a ra mt m hnh kinh doanh hp l nht, c th to li th so vi cc i th trong ngnh. a. Nghin cu v pht trin sn phm : Sn phm lin tc c i mi v ci tin nhm nng cao cht dinh dng v tha mn nhu cu khch hng nh Cheerios, Wheaties, RollUps, hay Nature Valley-100% ng cc t nhin tng cng tr thng minh. b. Nghin cu v pht trin bao b :i cng vi s ci tin v pht trin sn phm mi l pht trin bao b: h xem bao b cng nh l mt sn phm, h c th thay i chn l m chn khng khng tn ti trong t nhin. Vi 1 d n pht trin sn phm, i ng R&D phi loi 75% tng thit k 25% cn li s c cc chuyn gia nh gi la chn thit k cho sn phm mi c th l, Nm 1973, General mills cho ra i Nature Valley ng cc vi 100% ng cc t nhin, nh du n lc u tin ca cng ty gip ngi tiu dng kho mnh v thng minh hn, sau 2 nm ra i n c chuyn t dng gi sang dng thanh tin li cho khch hng. General mills cng ci tin sn phm ca mnh gii thiu kiu Php vi phong cch pha trn Yoplait. Trong qu trnh pht trin ca mnh cng ty cho ra i nhiu sn phm mi l p ng nhu cu a dng ca ngi tiu dng, cng ngy cc sn phm mi ca cng ty ch trng hn vo sc kho ca con ngi, nm 1999 mt s thng hiu ng cc c b sung can

xi tng cng cho xng chc kho, nhng Big G ng cc ng vai tr quan trng trong cuc chin chng ung th v bnh tim, mt s sn phm c cng dng chng bo ph nhng vn m. Theo thng k ca cng ty cho thy nm 2009 cng ty nghin cu pht trin cho ra i 300 sn phm mi a dng p ng mi phn on khch hng. . 2. Marketing v bn hng Marketing v bn hng l mt trong nhng hot ng quan trng mang li nhiu gi tr gp phn vo s thnh cng ca cng ty. Thng qua khi lng khng l cc hot ng Marketing, General Mills to ra n tng tt v sn phm ca cng ty trong tm tr khch hng. Cng ty tm cch khuyn khch ngi tiu dng la chn sn phm thng qua mt lot cc chin thut Marketing nh couponing (phiu gim gi), ph bo him chi, cc chng trnh bn l, ti tr, hoc chng trnh khch hng thn thit. Qung b thng hiu ca mnh bng cch tng cng cc hot ng x hi hnh ng v sc khe cng ng, tham gia cc hot ng t thin h tr nhng ngi c hon cnh kh khn, l va la cu i ngi dn M trong giai on khng hong kinh t va qua, xy dng gia nh thn thin trn ton cu. Nh vy thng hiu uy tn ca cng ty ngy cng c nng cao. Ti General Mills, cng ty cam kt vi s pht trin ca th gii. Cng ty t chc cc lp hc marketing v tin rng lm nh vy l mt cha kho dn n s thnh cng ca th trng. Cc chng trnh khch hng thn thit: Tem tit kim (Saving stamps) l mt trong nhng chng trnh to lp khch hng thn thit u tin. Sperry & Hutchinson gii thiu loi Tem Xanh S&H S&H Green Stamps - Jackson, Mississippi vo nm 1896 vi mc ch n gin l thng cho s trung thnh ca khch hng. General Mills gii thiu cch tnh im thng Betty Cocker vo thp nin 1920. 3. Qun tr ngun nhn s Cc chnh sch chiu m ngi ti c a ra thng xuyn. Mi ngi s tm thy c hi tt nht ti General Mills. GM c nhng chnh sch u i v bi dng cho nhn vin ngh hu, cc chnh sch o to cho nhn vin mi vo ngh, gip h c th pht huy c tnh sng to v nim am m ngh nghip trong vng 2 nm, c chnh sch hng dn cho sinh vin thc tp v kin tp ti cng ty, gip h nhn ra dinh dng v s am m ngh nghip l th no? Gip sinh vin rt ta c nhng bi hc cn thit C nhng phn thng dnh cho nhng nhn vin xut sc, c nhiu ng gp cho cng ty, c nhiu tng hay, v d, nhn vin General Mills s c c hi trt tuyt cross-quc gia trong thi gian n tra vo ngy mai lin kt vi cc trng i hc ni ting thu nhn nhn vin, tham gia vo gio dc nh l hot ng m mm ti nng tr ngay trong trng hc ng thi, General Mills cung cp mt dng lin tc cc hot ng, chng trnh ca gio dc, cc hot ng v ngun lc gip nhn vin tham gia vo vic bo v sc khe ca mnh bng vic m cc trung tm th dc, trn trang web ca cc phng khm y t v nh gi ri ro sc kheCng ty cng cung cp mt lot cc trang web khc trn

ngun ti nguyn v cc ty chn linh hot gip nhn vin lm vic hiu qu nht v cn bng cuc sng gia nh c quyn ti ch bao gm mt ca hng tp ha, trung tm chm sc tr s sinh, cng on tn dng dch v y Tt c nhng hot ng ny tao cho cc c ng, nhn vin ca cng ty c mi trng lm vic an ton, khai thc ti a nng lc ca mnh. General Mills a ra cc nguyn tc kht khe trong hot ng sn xut, c i ng nhn vin cht lng cao, nhng nh qun tr hot ng sn xut khng ch c kin thc v chuyn mn m cn c kin thc v cc mt k thut. GM s dng h thng YourEncore (http://www.yourencore.com) gip tng tc i mi cng ty bng cch tn dng nhng chuyn mn ca cc nh khoa hc v k s ngh hu, General Mills tm i tc bn ngoi b sung v tng tc nhng n lc sng to ca n ci tin ton cu thng qua t chc (G-WIN)

Sn xut : Hot ng sn xut c General Mills c bit ch trng. General Mills ang s dng nhm dch v SharePoint gip tng kh nng cng tc v chia s thng tin trong doanh nghip. SharePoint Team Services cho php cc nhm sn xut General Mills c th chia s kinh nghim v tn dng tri thc. Kt qu l, cc hot ng sn xut c th hon thnh mc tiu vi nng sut v hiu qu cao hn. Trong qu IV-2009, General Mills gim ti10% nhin liu thng qua nhng thay i trong cch thc sn xut v phn phi. mt s quc gia, cng ty tng s lng cc nh my sn xut ra ng cc Cheerios t 2 ln 4, cho php n tit kim nhin liu vn chuyn n cc cc ca hng, ct gim c lng chi ph khng cho trong b phn sn xut. 5 . Chui cung ng : Chui cung ng General Mills l mt trong nhng chui cung cp c uy tn nht trong ngnh cng nghip hin nay. gia cng c t chc v chin lc tinh gin , Logistics ng mt vai tr quan trng bng cch cung cp chuyn mn trong hot ng lp k hoch, vn chuyn, dch v khch hng v lu kho. Logistics cung cp h thng qun l, Thng mi in t v SAP qun l hng tn kho, k hoch v yu cu thnh phn vt cht, qun l h thng vn chuyn phc tp trong s dng cc phng thc khc nhau ca giao thng vn ti, v khch hng h tr nhu cu thng qua mt mng li cc trung tm phn phi chin lc t. Cng ty cng xy dng mt mng li phn phi rng vi cc siu th cng nh ca hng bn l. Xy dng mt h thng lin kt cht ch vi cc nh cung cp ny nh c th cp nht chi tit hng ha, cung cp hng ha mt cch kp thi v gim h bt lng tn kho. Cng ty cng s dng phn mm mi ORTEC gi cho xe ti ca n y hn, nng cao hiu qu vn chuyn.

6. H thng thng tin General Mills cng ch trng vo h thng thng tin ng dng n vo phc v cho qun tr tn kho, theo di bn hng, p ng cc yu cu dch v khch hng. Trong ni b doanh nghip cng ty xy dng mt h thng mng c th lin kt trc tip cc b phn trong cng ty cung cp nhng phn hi t cp di ln cp trn mt cch nhanh chng ng thi nhng cp trn c th ph bin thng tin xung nhn vin kp thi. Mt cch hiu qu giao tip vi nhn vin trn khp Hoa K v trn th gii, General Mills trin khai mt h thng phng tin thng tin truyn thng streaming vo ma xun nm 1998, tr thnh mt trong nhng doanh nghip u tin s dng Windows Media cho truyn thng doanh nghip c tn l Champions TV, im ni bt ca Champions pht sng truyn hnh bao gm cc cuc hp v cc s kin sng ng thi ni mng chung a im Mills, pht tn li cc cuc hp v cc s kin cho nhn vin v s thay i khc nhau v mi gi khc nhau, v kh nng cho php nhn vin tham gia vo cc s kin sng, ngay c t cc a im t xa. Cc phng tin truyn thng gii php lm gim ng k sn xut v chi ph i li, trong khi cng lm gim thi gian cht ca nhn vin bng cch loi b thi gian n cc a im cng ty cho cc cuc hp, o to, s kin, hoc thng bo cng ty ln. H thng ny l mt nng cp ng k nht v mang li cuc sng mi cho h thng thng tin lin lc lo ha ca n. ng dng h thng Internet ly kin ca khch hng v h tr cho khch hng nhng thng tin cn thit p ng khch hng mt cch vt tri 6 . Ngoi lc h tr cc hot ng hng ngy General Mills phi mua cc sn phm v dch v t cc loi Dch v du lch, Qung co, Sn phm ty ra , Nng lng , Dch v k thut ,Thnh phn thc phm , vn chuyn, Thit b cng nghip / vt t Chng hn, Thc y hn na s i mi lin tc chin lc m ca mnh, General Mills ngy hm nay c mt s hp tc quan trng mi pht trin mt b phn bn trong Thc phm YourEncore tn dng nhng chuyn mn ca cc nh khoa hc v k s ngh hu. YourEncore gip tng tc i mi cng ty bng cch tn dng nhng chuyn mn ca cc nh khoa hc v k s ngh hu. Ci tin Ton cu thng qua mng ca n (G-WIN), General Mills tm i tc bn ngoi b sung v tng tc nhng n lc sng to ca n; lin kt vi Nestles hon thin sn phm ca mnh Cng ty ch trng vo vic xy dng mi quan h vi nh cung cp m bo ngun u vo n nh, lin kt vi Food and Drug Administration (FDA) v B Nng nghip M (USDA) cung cp ton b ht, b sa t cht bo, tri cy v rau ci, dn u v cc vn y t v sc khe.

III. NNG LC CT LI Nng lc ct li ca cng ty General Mills Nng lc ct li ca cng ty c to nn bi cc ngun lc v kh nng c s dng nh ngun to ra li th cnh tranh. Mt nng lc ct li l sc mnh c o cho php cng ty to ra s vt tri v hiu qu, cht lng, ci tin v p ng khch hng, t to ra gi tr vt tri v t c u th cnh tranh. Mt cng ty c th c rt nhiu ngun lc v kh nng. Nhng khng phi ngun lc v kh nng no cng c c th a ra tnh chin lc mang tnh cnh tranh. Vn l chng ta phi nhn din v nh gi cc ngun lc v kh nng no tr thnh nng lc ct li gip cng ty c c li th cnh tranh bn vng. ng gi Ti chnh Danh ting Nhn s Sng kin R&D Sn xut Marketing x x x x x x x Him 0 0 x x x x x Kh bt chc 0 x x x 0 0 x Khng th thay th 0 0 x x x 0 X

Sau khi phn tch ngun lc v kh nng tim tng th c th thy c chnh cc sng kin, tng ca ngun nhn lc v ngun danh ting chnh l nng lc ct li ca cng ty General Mills 1. Ngun sng kin: ng gi: HIm: Kh bt chc Khng th thay th

7. Ngun nhn s: ng gi: Him: Kh bt chc: Khng th thay th:

8. Marketing : - ng gi: Cc hot ng marketing ca cng ty l rt ng gi thng qua cc hot ng cng tc x hi hng ti mi trng sch, dinh dng nh : K nim 40 nm Ngy Tri t, v Tun l Quc gia tnh nguyn, General Mills l a ra mt lot cc d n tnh nguyn phi hp ton cu thng qua mt chng trnh gi l "Suy ngh ton cu, tnh nguyn vin a phng." Gn 60 phn trm ca nhn vin chi tiu ti a 5 gi/thng phc v trong cng ng ca h : t lm sch bi bin a phng v ng ph, cy trng trong cng vin, xy dng mt mi trng xanh-sch, chng trnh cu i ngi dn M, h tr hot ng gio dc v o to, cc tr chi dnh cho tr em, cc chng trnh khch hng thn thit Mc tiu l gip hc sinh v ngi dn tm hiu v dinh dng, tng mc hot ng th cht ca h v gip h hiu c mi lin kt gia th cht, tm thn, mi trng v sc khe cng ng. - Him : GM c xem l gia nh thn thin, qung co v tip th sn phm vi mc ch khuyn khch cn bng dinh dng - khng bao gi m t hoc khuyn khch tiu th qu. Cc chng trnh qung co v tip th ph hp vi la tui nhm gip mi ngi nhn thc c gi tr dinh dng v cuc sng hn l mang li li nhun cho cng ty. y l mt vn m rt st cng ty ch trng ti - Kh bt chc : Bn cnh vic s dng Th gim gi- n t coupon c bit General Mills v cc nhn hiu ni ting nh nc sc ming Scope, thuc aspirin Bayer, st p tht nng ca Kraft, ng cc Kellogs v bt git Wisk th GM a chng trnh khch hng thn thit- Tem tit kim (Saving stamps) l mt trong nhng chng trnh to lp khch hng thn thit u tin. Sperry & Hutchinson gii thiu gii thiu loi Tem Xanh S&H S&H Green Stamps Jackson, Mississippi vo nm 1896 vi mc ch n gin l thng cho s trung thnh ca khch hng. Cho ti thp nin 1980 cc hng hng khng l nhng cng ty u tin nhn ra tim nng ca chiu thc ny. Bn cnh , Sng to l rt quan trng trong tip th xc tin. l v vic tm kim nhng cch thc mi kt ni v khuyn khch ngi tiu dng. - Khng th thay th :

Marketing l mt trong 4 chc nng ca t chc m khng c chin lc no thay th c bi nng lc Marketing ca GM gip mi ngi tiu dng nhn thc c ngun dinh dng cn thit trong sn phm thc n nhanh, c th thy c gi tr thc m GM mun a n cho khch hng, kch thch s sng to v o c thng qua cc tr chi cng nh hot ng x hi m GM tham gia. Nh c b phn mar m GM c th tr thnh gia nh thn thin ca mi ngi, kt ni ng ng. * Li th cnh tranh : qua phn tch chng ta c th thy c rng General Mills nhn din v xy dng c cho t chc mnh cc nng lc ct li da trn cc ngun lc v kh nng, chui gi tr vn c ca mnh. T , cng ty nhn ra c ngun gc li th canh tranh ca mnh l ngun lc nhn s v ngun sng kin; marketing. V th h c th a ra nhng phng hng pht trin cho mnh bng ct gim cc lnh vc khng chuyn su , u t tp trung khai thc nhng kh nng to c s khc bit ca cng ty, mang li li th canh tranh cho mnh. General Mills cam kt nui dng cuc sng - gip ci thin sc khe v to c s tin tng hn cho ngi tiu dng vi danh hiu gia nh thn thin, cng nh thc thi c mc tiu t ra l s i mi, ci tin trong mi hot ng ca mnh, vi General Mills mc ch l cung cp cht lng tt v s ci tin, v vy khi khch hng cm bt k sn phm no trn tay, c th chc chn rng mi ng h b ra l c gi tr. Vi h thng sn phm : ban u l nh sn xut bt m->sn phm thc n nhanh p ng s tin li->cc sn phm dinh dng-> sn phm c cht khng phng cc bnh ung th, tim mach, tiu ng, mn tnh nh nhng Big G ->sn phm chit xut 100% t thin nhin, 100% t ht nguyn cht nh Nature Valley ng cc vi 100% ng cc t nhin Vi h thng sn xut bao b : lin tc c i mi p ng s tin li v an ton thc phm-c Gm ch trng nh l mt sn phm nh : Nm 1973, General Mills cho ra i Nature Valley ng cc vi 100% ng cc t nhin, 1975 Nature Valley dng thanh ra i ln u tin Marketing : Vi phng chm mi ngy mt phong cch phc v, bi vy GM cng tung ra cc chiu thc marketing hng ngy, gip mi ngi thy c gi tr ca ng tin mnh b ra cho 1 sn phm thc n nhanh GM n u, cm nhn c s tin li v dinh dng trong . Mt hnh ng cho tht r GM t vn cht lng sn phm, vn sc khe cng ng ln hng u l : Ngy 1-11, tp on thc phm ni ting th gii ca M General Mills quyt nh thu hi hn 5 triu chic bnh pizza xc xch ng lnh mang s hiu "EST.7750" hn s dng n ngy 2-4-2008. V nghi ng trong bnh piza c cha vi khun E.coli O157 : H7 gy bnh, d cha iu tra c trong bnh piza c nhim khun nhng v sc kho ca ngi tiu dng General Mills thu hi ton b s bnh bn ra mc d thit hi l rt ln. y chnh l mt hnh ng thc x hi ca GM.

Khng nh VEDAN Top 100 sn phm an ton v sc khe cng ng nm 2009, n sau gii thng ny, VEDAN-chi nhnh Vit Nam thi cht b lm cht dng sng Th Vi, cho ti thi im ngnh mi trng vo cuc th VEDAN mi nhn ti Ngoi ra, cng ty cn to lp cc trang web trc tuyn, ng dy nng, trung tm dch v khch hng nhn cc cc thng tin phn hi v kin gp ca khch hng v sn phm dch v ca mnh...Cng ty lun c gng a ra nhng sn phm mi p ng s tin li v tt nht cho khch hng. Qua cho thy rng: General Mills thng qua s Ci tin vt tri v p ng khch hng vt tri to nn li th cnh tranh cho mnh.

*im mnh- im yu : nu mi trng bn ngoi c th cung cp cho cng ty nhng thng tin quan trng v c hi v e do th mi trung bn trong li gip cho doanh nghip nm r c nhng im mnh im yu ca mnh.Vi nhng phn tch trn, ta c th nhn thy c im mnh v im yu ca General mills: im mnh : Cng vi thi i cng nghip, nhp sng hi h, fastfood l s la chn a thch ca khng ch gii tr m tt c mi ngi, vi mt khi khng l v cc hot ng x hi hng v cng ng, l gia nh thn thin ca mi ngi tiu dng, cng l cng ty lun i u v ci tin v cht lng nn General Mills cng thm to dng c lng trung thnh ca khch hng, nng cao gi tr thng hiu, to c s vt tri so vi i th cnh tranh. Ti chnh: vi doanh thu trung bnh hng nm l v s tng trng lin tc trong cc nm gn y( k c trong cuc i khng hong nm 2008 M, General Mills cng tng trng vi 4,3% doanh thu, doanh s ton cu tng 22% trong khi doanh s chung gim 85%) gip cho cng ty c c li th trong thu ht c ng, kh nng vay n cng nh to lp c uy tn cho mnh. Ngun nhn s a dng v chng loi v sc tc, kin thc vng chc, sng to v tinh thn hc tp cao, l mt li th gip b phn nghin cu marketing gim c chi ph, mang li kt qu nghin cu v d bo nhu cu th trng vi xc sut cao. Vic hnh thnh c cc nhm t qun gip cho cng ty hot ng m khng cn ti ngi qun tr, gim chi ph cho b phn ngun nhn lc, tng hiu sut hot ng. Vi cc h thng v phn mm nh: SharePoint Team Services, SAP, ORTEC, Champions TV, YourEncore, G-WIN gip General Mills c c i ng nhn vin hng mnh, tit kim chi ph trong mi hot ng, rt ngn thi gian phn phi v loi tr thi gian cht-khng thit cho nhn vin im yu: Bn cnh li th mang li t s dn u v ci tin v cht lng th cng ty phi u t lng chi ph tng i ln, vic mang li hiu qu trong sn xut l rt kh; vi vic lin

tc tung ra sn phm mi gip p ng nhu cu a dng v tin li cho khch hng th n cng lm cho khch hng d qun i sn phm thng hiu ca General Mills. Vi vic lin kt vi cc hng khc nh Nestles hon thin hn v sn phm, hay nh vo Microsost Windows truyn thng cho khch hng, Grow YourEncore chiu m nhn ti s khin cho General Mills ri vo tnh trng ca mt ng cng mt nn, phi chia s li nhun; ng thi thu ngoi qu nhiu nh lnh o l mt li th cho h thng qun tr nhng cng d b mt i thng tin quan trng ca cng ty. Vi vic xy dng thng hiu ca mt sn phm, to dng lng tin i vi khch hng l rt kh, c bit l vi ngnh thc phm, vic General Mills xut hin tin n trong bnh pizza xc xch ng lnh mang s hiu "EST.7750" c cha vi khun E.coli O157 : H7 gy bnh khng ch lm gim li nhun ca cng ty, m n s lm phn no ph nhn nhng g m General Mills ang c gng, lm gim st lng tin khch hng.

PHN TCH CHIN LC I. CHIN LC CHC NNG Cc chin lc chc nng ca cng ty nh: chin lc sn xut, chin lc marketing, chin lc R&D, chin lc ngun nhn lc lun hng n vic ci thin hiu lc ca cng ty nhm to ra li th cnh tranh. 1) Chin lc sn xut: B phn sn xut s lin kt cht ch vi R&D trong vic thit k sn phm. Sau khi R&D nghin cu thnh cng cc sn phm mi phc v nhu cu a dng ca khch hng v sc khe, dinh dng v s tin li th b phn sn xut s c th ha bng cch cho ra i cc sn phm trn th trng. V d nh cc sn phm cht lng cao, c hm lng calo thp nhng cha nhiu cht dinh dng hn. Cc sn phm hng n sc khe cng ng gim cc loi bnh nh ung th, tim mch...T chc cng thit lp cc nhm lm vic h tr nhau chia s kinh nghim trong sn xut nhm mang li hiu qu ti u. Cng ty ch trng kim tra cht lng sn phm nghim ngt ngay t quy trnh sn xut nhm ngn nga cc sn phm h hng v cc sn phm khng m bo v sinh an ton thc phm trc khi a ra th trng. 2) Chin lc marketing: General mills a ra cc chin lc marketing hng ti khch hng nhm gim t l b i ca khch hng, to dng lng trung thnh ca h i vi sn phm ca cng ty, cng ty tung ra chng trnh khuyn mi hiu qu vi phiu gim gi Betty Crocker nhm Gia tng th phn ,kch hot s ch ca khch hng n nhn hiu.Tip cn c vi v s khch hng trong mt thi gian ngn. Nhm to ra hiu qu cao trong hot ng kinh doanh ca cng ty. General Mills phc nhu cu a dng ca tt c mi ngi trong x hi t tr em cho n ngi gi. Cng ty cho ra i cc tp ch v sch v cc cng thc nu n em n cho ngi ni tr trn th gii nhng kin thc v kinh nghim nu n tuyt vi, khng nhng th cng ty cn gii thiu cc bi thuc gip ngi bnh tim, tiu ng. General Mills

to hn trang web Millsberry cc em thiu nhi c th vo chi game, tham gia cc hot ng do cng ty to ra hay kt bn bn phng. Cc sn phm phc v cho i tng khch hng l tr em th c thit k ring vi hng v v bao b c bit nhm thu ht s ch ca tr em m khng h gy hi cho sc kho, nhng sn phm thch hp vi tr em thch thc v vic m bo cht lng v mi v, c th mang c trong cp v trong ti xch , v tit kim chi ph. Vic ci tin GoGurt gip cho General Mills to ra c mt sn phm mi v thnh cng vang di, em li s nh gi cao v tin tng t khch hng. General Mills cung cp s thun tin cho khch hng, p ng nhu cu v ba n nhanh trong lc bn rn vi cc sn phm nh: Betty crocker, old el paso,vi nhiu mc gi khc nhau ph hp vi ti tin ca tng ngi. p ng khch hng theo nhu cu ring ca h. Khm ph ra cc nhu cu khch hng vi xu th ngy nay nhu cu ca khch hng l rt a dng v lun c s thay i v th b phn marketing ca cng ty cng c nhim v nghin cu th trng khm ph ra nhu cu ca khch hng. Cng ty thc hin vic ny thng qua iu tra tip xc khch hng hoc thng qua to lp cc trang Web m khi trong khch hng c th a ra nhng kin ca mnh v sn phm hin ti v c th nu ra nhng mong mun gip cng ty c th ci tin sn phm. Khi c nhng thng tin v khch hng b phn ny cung cp cho b phn R&D thit k ra sn phm p ng nhu cu .Hng n t c s vt tri v ci tin v p ng khch hng Vi vic tin hnh cc hot ng Marketing c sc hp dn v c hiu qu lu di, General mills thay i c hnh nh thng hiu ca mnh trong lng khch hng, t mt cng ty a quc gia thnh mt thnh vin ca x hi. Khin cho General mills tr thnh mt thng hiu tuy ln mnh nhng gn gi vi khch hng. Chin lc marketing c th tc ng mnh m n cng ty.

3) Chin lc R&D : Vi General Mills th s ci tin i mi l mt trong nhng yu t cnh tranh chnh ca cng ty, cng ty mang n cho khch hng cc sn phm dinh dng cao, rt ngn thi gian chun b, cung cp nhiu li ch cho sc kho vi hng v tuyt vi. Hng nm cng ty tung ra hng lot sn phm mi nhm p ng nhu cu ngy cng tng ca ngi tiu dng, cng ty cng c cc sn phm cch mng nh sn phm Bisquick nm 1931, n lp tc thnh cng ngay khi ra i. B phn R&D ca General Mills khng ngng nghin cu v pht trin trong lnh vc thit k bao b. Mt trong nhng thch thc y chnh l trong cc ca hiu, bo sc kho. Khch hng nhn nhiu mt hng cng mt lc, trong khi qua qung co h ch c th nhn thy mt sn phm m thi. V khi mua thc phm, ngi ta chn bng mt. Tip mu sc, logo, hnh dng v kt cu bao b u gp phn trong vic thu ht ngi th hiu ca ngi tiu dng. V th General Mills quy trnh lm vic to ra bao b ht sc quan trng, khi sng to mt loi bao b mi, c 6 b phn chuyn mn thit k nhn hiu, thu mua, trang b k thut, qun l cht lng v iu hnh phi hp thnh mt i thc hin

d n t tng v m t chi tit n xy dng v kim tra li, c 3 trch nhim chnh: dn u trong vic i mi, xy dng v thc y nhn hiu; iu hnh qun l, to ra thit k chi tit k thut; v cung cp s h tr v k thut. Nhn vin ca General mills lm vic gn b vi nhm thit k nhn hiu, y l nhm sng to m nhim v hng u l gii thiu nhng im ni bt nht ca sn phm n vi khch hng Cng ty thit k bao b da trn nguyn tc bao b v nhn hiu thch ng c vi khch hng Lin kt vi b phn marketing v ngun nhn lc ly kin t khch hng v cc tng sng to t nhn vin. Ngun sng kin t nhn vin to nn s thnh cng cho cng ty. 4) Chin lc ngun nhn lc : Ti General Mills, S a dng ca lc lng lao ng l mt hn hp ca s khc bit bao gm gii tnh, chng tc, quc tch, gio dc, tc phong lm vic, chuyn mn cung cp mt li th cnh tranh ton cu. iu c c nh vo chnh sch tuyn dng ht sc a dng duy tr v pht trin a dng trong qun l n cho php cng ty hiu r hn v giao tip vi ngi tiu dng a dng hn.Cng ty s dng kin thc ny lm li th khi to v tip th sn phm ca mnh, em n hiu qu cao cho cng ty. S a dng ngay c trong cc b phn qun l cp cao s gip General mills i trc cc i th cnh tranh thng qua s pht trin v i mi. Cng ty c gng to ra mi trng cho cc c nhn pht trin kh nng ca mnh, cng ty thc hin mt cam kt pht trin mi c nhn t ngy ngi bt u lm vic cho t chc. To s khc bit cho bn thn ng gp vo qu trnh i mi v pht trin ca t chc.V vy, General mills pht trin mt chng trnh c vn chnh thc, khuyn khch v h tr mng li nhn vin khc nhau. General mills tp trung vo sc khe ca nhn vin bng cch trao quyn cho nhn vin c nhng la chn lnh mnh. Chng trnh c thit k c bit cho cc nhn vin bn hng ca cng ty, cc chng trnh u c thay i p ng nhu cu c o ca cc nhm nhn vin khc nhau. chng trnh s yu cu nhn vin mt s cu hi v tp th dc, ch n ung v li sng, v theo di o lng sc khe m c th c o theo thi gian, tnh ton s sc khe ca nhn vin , trong khi cng h tr cc chng trnh ci thin v nng cao mt li sng lnh mnh chung. General Mills cng thc hin chnh sch thu cc nh khoa hc v k s gii v hp tc vi cc trng i hc thng qua h thng YourEncor gip tng tc i mi cng ty bng cch tn dng nhng chuyn mn ca cc nh khoa hc v k s ngh hu.Cng nhau hp tc pht trin nghin cu cc sn phm v bao b mi nhm thu ht khch hng nhng vn m bo mc an ton cao v sc kho ngi tiu dng. General mills t chc cc kha hun luyn k nng cho nhn vin nhm hng n vic p ng khch hng c tt hn, c bit l b phn bn hng. Ngoi ra, cng ty thit lp cc nhm t qun-h thit k cc quy trnh lm vic v mua my mc thit b, thnh vin trong nhm ln chng trnh hot ng, duy tr my mc v lm tt c nhng cng vic tt n mc nh my hot ng m khng cn ngi qun tr.

a ra thng ip xuyn sut ton b t chc mun p ng tt nht nhu cu khch hng th cht lng sn phm c t ln hng u. Tt c cc chin lc chc nng ca General Mills lin kt cht ch vi nhau nhm to dng khi li th cnh tranh nh hiu qu, cht lng, ci tin, p ng khch hng. Trong hai khi li th cnh tranh ch yu ca cng ty l s vt tri trong ci tin v p ng khch hng. To ra li th cnh tranh cho cng ty khng nhng thi trng M m cn trn th trng ton cu. II. CHIN LC CP KINH DOANH: Chin lc cp SBU 1. Nhu cu khch hng Ngi dn ngy nay ngy cng bn rn vi cng vic, khuyn khch h la chn loi thc phm c sn c trnh by chi tit thc hin nhng vn a dng v chng loi. Xu hng mi ny c th hin trong th trng thc phm ni m s tiu th thc phm ti sng ang dn chuyn sang hp vi bao b tin li hn v s pht trin v bo ca ngnh cng nghip thc phm. Bn cnh vic mun s tin li v chi ph thp th sc kho l vn m khch hng quan tm hng u. Mt s thay i t t ang din ra trong phn b chi tiu ca ngi tiu dng i vi cc sn phm m bo sc khe trnh c cc loi bnh v s thun tin c bit mt xu hng m ngy nay khch hng cng quan tm l cc sn phm cung cp y cht dinh dng nhung li khng gy bo ph. y l mt c hi ln cho cc doanh nghip trong nghnh cng nghip thc phm c bit vi General Mills l mt tp on thc phm hng u th gii. 2. Cc nhm khch hng v phn on th trng Vi s mnh nui dng cuc sng" General mills tin hnh cung ng phc v a dng cc sn phm khc nhau ca cng ty n mi tng lp khch hng. Cc sn phm ca cng ty phc v cho mi la tui, t tr em, thanh nin, ph n mang thai, vn ng vin, ngi dn thc, ngi cao nin,c mt phm vi phc v rt rng, c phn phi i chng cc sn khch hng c th la chn bt k sn phm no ph hp vi nhu cu ca mnh. Cng ty thit lp m rng c s khch hng cho sn phm, nhm mc tiu cho mi la tui, t phn khc c thu nhp thp cao n nhng ngi c thu nhp thp. Mi phn on c nhng sn phm c bit ph hp vi nhu cu ca tng la tui. Sn phm ca cng ty l rt a dng vi mc tiu khng ngng sng to i mi cung cp cho khch hng nhng sn phm tt nht. Cng ty lun thay i v ci tin lin tc sn phm p ng s thch th hiu ca ngi tiu dng. Khch hng c th la chn cc sn phm theo mun ca mnh m khng b gii hn bt k la tui no cng c th tm thy nhng sn phm ph hp vi mnh. Nh i vi khch hng l tr em vi cc sn phm c o to hn trang web Millsberry cc em thiu nhi c th vo chi game, tham gia cc hot ng do cng ty to ra hay kt bn bn phng. S bng n cc cng ng c online ln offline gp phn gip cc doanh nghip tip cn v trin khai tip th hnh nh sn phm thng hiu ca mnh.

i vi khch hng l cc gia nh th bn cnh cung cp nhng sn thun li m bo sc kh cng ty cn a ra cc cng thc nu n m mi ngi c th hc hi. General Mills c su n v kinh doanh chin lc khc nhau trong cng ty ca h. N bao gm ng cc big G, cc ba n, cc sn phm mang thng hiu Pillsbury, bnh ngt , thc n nh, v sa chua. 3. Chin lc Chung General mills theo ui chin lc to s khc bit pht huy c li th cnh tranh ca cng ty bng cch to ra s khc bit trong sn phm. Cng ty lin tc ci tin i mi sn phm ca mnh. Tin hnh cc hot ng ci tin tho mn hn nhu cu ca khch hng a phng. General Mills lun khuyn khch cc nhn vin cng nh cc nh qun tr c cc sng kin ci tin sn phm cng nh dch v cung ng nhm pht huy ti a li th cnh tranh ca General Mills l s i mi ci tin sn phm. Vi phng chm Every day and every way Innovating to impact health. Sn phm ca cng ty lun c s khc bit so vi cc i th cnh tranh dn u bng cch to ra loi thc phm c thc s to s khc bit. Pht trin cc sn phm m thc s p ng nhu cu ca ngi dn. Gip cn bng cuc sng vi nhng nim v mt li sng lnh mnh. S khc bit ca General Mills c th hin r qua : Sn phm ca General mills lun t vn cht lng dinh dng v sc khe ln hng u hng v tuyt vi gim bt lng calo trong cc sn phm, giu canxi, vitamin gim bt cht bo, Natri, ng, tng lng sterol thc vt gip gim lng Cholesterol. Cc sn phm va m bo sc khe chng bnh bo ph c th gim cn m khng nh hng ti sc khe. Cc sn phm gim nguy c gy bnh tim, ung th, tiu ng l nhng cn bnh m hin nay rt nhiu ngi mc phi v c th gii c bit quan tm. Bn cnh theo ui chin lc to s khc bit th cng ty cng rt ch khng ngng gim chi ph ti mc thp nht c th c th cung cp cho khch hng sn phm va mang tnh c o nhng gi c tng i ph hp. 4. V th cnh tranh Mc d c nhiu giai on th phn ca tp on General Mills c bin ng mnh m, v c s suy gim nhng trong nhng nm gn y vi s n lc ca mnh hin hin nay tr thnh mt trong nhng cng ty thc phm hng u th gii ng th 6 trn th gii v gi th phn th 2 M sau keylogg. Ti sn mnh nht ca ngy hm nay l th mnh ca thng hiu ca mnh, vi danh ting v cht lng . Trn th trng quc t ni chung v th trng M ni ring tp on General Mills ngy cng khng nh c v th ca mnh. Ngy nay vi s pht trin mnh m ca x hi v nn kinh t t ra nhu cu ln cho ngnh ch bin thc phm, y cng l li th ln ca General Mills.Th mnh ln ca General Mills l ngun nhn s v danh ting ca mnh l mt cng ty i u trong ci tin sng to ra cc loi thc phm c cht dinh dng , khng ch gi gn trong phm vi quc gia m cn pht trin ra c th trng quc t. III. CHIN LC CNG TY

C th ni t khi ra i cho ti by gi cng ty c s thay i v chin lc cp cng ty. Trc thp nin 80 chin lc a dng ha : Trong hn 60 nm General Mills tn ti nh l mt cng ty c lp bng cch da vo xay bt v ng cc n sng. T nhng nm 1930 n nm 1980 cng ty c gng a dng ha sang mt s ngnh cng nghip nhng cng ty tht bi, v ngy nay n t ct gim tp trung c bit vo cc loi thc phm tiu dng v nh hng l lnh vc kinh doanh ct li a cng ty tr thnh mt trong hng tp on thc phm hng u trn th gii. Chin lc a dng ha : Bc vo chin tranh th gii th hai General Mills bt u tin hnh a dng ha cc nh my ca General Mills c c cu li sn xut thit b cho hi qun, ru thuc v mt s sn phm khc phc v cho chin tranh. 1934 ch tch ca GM t James Bell t chc v Henry Bullis ln lm ch tch ngay lp tc xm nhp vo ngnh cng nghip ch bin u nnh. 1940 xm nhp vo lnh vc thit b in t tuy nhin n tht bi. Sau chin tranh nhu cu ca tiu dng i vi thc phm tng mnh cng ty ch trng mnh hot ng cng nghip v tp trung vo s thnh cng ca ng cc v cc sn phm bnh. Ngi tiu dng i hi nhng loi thc phm nhanh chng v thun tin hn trong vic chun b. 1961 Edwin Rawlings tr thnh ch tch tp on ng tip tc thc hin chin lc a dng ha General Mills v ng mt na s nh my bt. Xm nhp vo lnh vc khc hot ng trong nm lnh vc : in,Thc phm, Thi trang, chi, Nh hng, Bn l bng cch trong nhng nm ca thp nin 60 v 70 Edwin Rawlings mua li cc cng ty khc nh cng ty chi Kenner v Parker Brothers tr thnh cng ty chi hng u trn ton th gii. Rawlings cng mua cng ty trang sc v cng ty qun o (David Crystal, Eddie Bauer; Talbots), v mua Red Lobster nm 1970. 1964 mua li cng ty thc phm Morton , Nm 1966 mua li Tom Huston , v nm 1968 General Mills xm nhp quc t vi vic mua thc phm Smiths Group, Ltd ca Anh v B. Cng ty thanh cng trong nhng nm 1970, bo co li nhun trong vic phn chia chi v tng gp ba ln doanh s bn hng i vi thc phm tiu dng. Gia nm 1973 v 1978, doanh s bn hng tng ln $ 1700000000. Tng trng ny, 41% n t cc sn phm mi pht trin ni b, 15% t s thu nhn, v 18% t vic m rng nh hng v cc trung tm bn l. 'H thng qun l tng hp Mills, trong mt ngi qun l gim st sn xut, tip th, v doanh s bn hng ca mi thng hiu, cng c tn dng cho mt s gia tng. Sau khi bn 1.977 b phn ha hc, General Mills chia kinh doanh ca mnh vo ch bin thc phm, nh hng, chi, thi trang, v c sn bn l. Tuy nhin sau mt thi gian th doanh s dn gim st do cng ty a dng ha vo qu nhiu nghnh ngh khng tp trung vo lnh vc no c cho nn khng pht huy c li th cnh tranh dn n n dn dn mt th trng v ri vo tnh trng kh khn.

Do a dng ha qu nhiu lnh vc v th cng ty khng th tp trung vo lnh vc kinh doanh chnh ca mnh do General mills tht bi. Doanh s bn hng gim xung $ 225,000,000.doanh thu ca n, bao gm chi, thi trang ni tht ca cng ty bo co l do tn kho qua nhiu. General Mills bo co do c cu li t chc v tng 21% chi ph qung co cho nn l rng l $ 72.000.000. Trong giai on ny General Mills tin hnh a dng ha qua lnh vc khc ch yu thng qua con ng mua li cc cng ty khc ch cng ty khng tin hnh u t mi t bn trong. Chin lc tp trung : Trc tnh hnh c th gii quyt c kh khn ban lnh o cng ty quyt nh thu hp lnh vc hot ng ca mnh tp trung : bn l, thc phm tiu dng v nh hng. Bng cch hp nht cc nh my m rng th trng bn l v thc phm tiu dng tp trung vo cc lnh vc kinh doanh ct li. Cng ty quyt nh ch tp trung vo lnh vc thc phm mt lnh vc gn b qua cc th h t trc ti nay ca General Mills. Cng ty khng ngng ch trng ci tin pht trin cc sn phm mi l mt trong nhng tp on i u trong lnh vc ci tin v i mi.Vi s thay i chin lc ny General Mills nhanh chng hi phc v tip tc tng trng Thu nhp ln n $ 222,000,000 vo nm 1987.T y General Mills tp trung vo nh hng , ng cc, v cc loi thc phm ca thng hiu Betty Crocker. Doanh s bn hng khng ngng tng trng , vt qu ch tiu.Trong nhng nm 1990, General Mills nn bt u m rng ra th trng quc t. Nm 1989 General Mills bt u n lc ti c cu t chc cho ph hp vi tnh hnh hin ti v pht trin hn na lnh vc kinh doanh ch cht ca mnh sng to ra cc loi thc phm p ng nhu cu cng a dng ca ngi tiu dng. Thng hiu ca general mills c khch hng quc t bit n. Hin nay General Mills tr thnh mt tp on thc phm hot ng trn pham vi ton cu l mt trong nhng i gia ca nghnh cng nghip thc phm. y mi chnh l lnh vc kinh doanh mang li thnh cng cho General mills n khng nh c thng hiu ca mnh trn th trng quc t. IV. CHIN LC TRONG MI TRNG TON CU Th trng quc t ngy cng em li nhiu c hi mi, tn ti nhiu tim nng cho vic nng cao v th v hot ng kinh doanh ca cc cng ty. V vy, nhiu thng hiu ni ting khng ngng dch chuyn a cc hot ng kinh doanh ca mnh ra th trng quc t. G eneral mills cng khng phi l ngoi l. L mt tp on kinh doanh trn ton cu, sn phm ca n c bn nhiu quc gia trn th gii. V vy, General Mills cng nh cc cng ty kinh doanh trn ton cu khc u phi i mt vi sc p a phng v sc p chi ph. cho hot ng ton cu t c kt qu cao cng ty cn ch n 2 vn ny. Sc p a phng : Cng ty cng chu sc p t a phng tuy nhin sc p ny khng ln. Sc p t a phng ch yu pht sinh t nhng khc bit v th hiu v s thch khch hng trong vn ho m thc. m thc mi quc gia khu vc rt a dng. Trong mi khu vc ca quc gia, cc dn tc ca quc gia . Li c nhng s thch mi v khc nhau,

thc phm lin quan n tn ngng tn gio dn n phong cch m thc cng khc nhau. Bn cnh cn chu sc p t nhu cu ca cc chnh ph s ti. Cc chnh sch v chm sc sc kho trn th gii, buc cc cng ty phi tun th cc th tc ng k kim nh cht lng theo tiu chun a phng. Cc quy nh ca chnh ph v an ton v sinh thc phm. Hn na e do ca ch ngha bo h, ch ngha dn tc v kinh t ch to theo a phng (yu cu mt t l ni a ho) ra mnh lnh cho cc hot ng kinh doanh quc t chy theo a phng. Cc sn phm cua cng ty cng c thng hiu trn th gii v cht lng nn n c th p ng c cc yu cu kim nh v cht lng sn phm. Sc p chi ph : T do ho trong thng mi th gii v mi trng u t thun li trong thp k gn y khin s cnh tranh quc t ang c thc y mnh m, cc cng ty quc t cng ngy cng nhn r v phi ng u vi sc p gim chi ph. S cnh tranh khc lit gia general mills v cc i th cnh tranh ln nh Kraft Foods (Kft), Cng ty Kellogg (K). s lm cho li nhun trong ngnh s gim v tng cng sc cnh tranh th cc cng ty buc phi tm cch gim chi ph. c bit nghnh cng nghip thc phm l mt trong nhng nghnh phn tn cho nn i th cnh tranh tranh tim tng c th gia nhp vo nghnh v chim th phn ca cng ty. p ng sc p gim chi ph, sn phm ca General Mills c ch bin theo tiu chun chung trn ton th gii nhm tho mn nhu cu chung v m bo thc hin tnh kinh t theo quy m. Cng ty c th thc hin cc hot ng sn xut marketing v R& D quc gia c iu kin thun li nht sau phn phi ra ton cu.

La chn chin lc

cao

Chin lc ton cu

Chin lc xuyn quc gia

Chin lc quc t

Chin lc a ni a

Thp Sc p p ng a phng

cao

Qua phn tch trn, vi sc p v a phng tng i thp cng vi sc p v chi ph ngy cng cao th vic cng ty theo ui chin lc ton cu l ph hp. Chin lc ny gip General Mills tng kh nng sinh li bng cch thu hoch li ch ca s gim chi ph do hiu ng ca ng cong kinh nghim v tnh kinh t ca v tr. Cng ty ch thc hin hot ng sn xut tp trung ti mt vi vng thun li m ch yu y l ti bc M thc hin tnh kinh t theo quy m sau dch chuyn phn phi qua cc quc gia khc. General Mills hot ng 70 c s sn xut (gim t 79 trong nm 2008, ng ca c mt bin php kim sot chi ph) - 44 M, 11 khu vc chu Thi Bnh Dng, ba Canada, by chu u, bn M Latinh v Mexico, v mt Nam Phi. Trong cc th trng bn ngoi Bc M, chng loi sn phm ca n bao gm kem siu cao cp, n nh, bo qun rau qu n nh v ng lnh, sn phm bt, cc ba n kh. Phn khc quc t ca n cng bao gm sn phm sn xut ti Hoa K xut khu, ch yu l Caribbean v cc th trng M Latinh, cc sn phm sn xut bn cho cc lin doanh quc t ca n. Thu t hot ng xut khu c bo co trong khu vc hoc quc gia ni m cc khch hng cui cng nm. Cc doanh nghip quc t c qun l thng qua 34 vn phng bn hng v tip th. Phng thc thm nhp General mills bn sn phm ti hn 100 quc gia, vi cc vn phng hoc cc c s sn xut ti hn 30 quc gia. Sn phm ca cng ty c mt trn nhiu quc gia trn th gii xm nhp vo th trng cc nc cng ty p dng cc hnh thc thm nhp sau. 1. Xut khu Hnh thc ch yu ca general mills l xut khu. Bng cch sn xut ti quc gia no c iu kin M L A T IN H thun li nht sau xut khu sang cc khu vc 17% 25% khc. CH U U General mills xut khu qua nhiu quc gia nh n CA NA DA , Philippin dn u th trng trong th trng bn 33% 25% l. C H U /T H A I B N H D NG Xut khu qua th trng Hng Cng nh: Nm Doanh thu Betty Crocker 2005 2.584 2006 2007 2008 2009 2.71 3.109 3.761 3.813

 Green Giant Thin nhin Valley Xut khu qua th trng Vit Nam, Malaysia ngi tiu dng trn th trng Malaysia c tn hng nhng sn phm c bn trong khu vc l: Hagen-Dazs Betty Crocker baking mixes Nature Valley granola bars Pillsbury frozen products Old El Paso products 2. Lin doanh : Hnh thc th hai m General Mills s dng xm nhp th trng quc t l thng qua lin doanh vi hnh thc ny cng ty gim c nhiu ri ro trong vic m rng thng hiu ca mnh ra th trng th gii Doanh thu ca cng ty lin doanh l 1.2 t USD. Trong 84% t i tc Ng cc Ton cu (CPW) vi Nestle, 16% Hagen-Dazs ti th trng Chu . Lin doanh vi Nestl trong ng cc i tc Ng cc Ton cu (CPW) bt u hot ng vo thng 1 nm 1991, tp trung vo cc loi ng cc ton cu n sng bn ngoi Bc M. Trong General Mills s hu 50% vn. Nestl c mt s hin din trn ton th gii, kin thc v th trng a phng v sc mnh phn phi. Nestl, c hin c s h tng kinh doanh ti th trng xut v do , c kin thc v hi quan v th hiu ca ngi dn. iu ny thun li cho php General Mills nhp vo th trng nhanh hn nu n c chn xy dng mt c s sn xut t u. Mt s li th khc ca lin doanh l cc doanh bao gm thu c a ch lin h chnh tr, thu thp hn t gi trn li Thun, t kim tra v can thip ca chnh ph t hn trong cc hot ng hng ngy, nhiu hn m bo cung cp in lin tc, nhiu a phng c s h tng nh ng giao thng v cc tin ch v truy cp d dng hn kim sot chnh ph v ngun cung cp nguyn liu Vi nhn hiu ni ting nh Cheerios, vi doanh thu khong 1400000000 USD v kinh doanh ti hn 130 quc gia. CPW l cng ty ng cc ln th hai bn ngoi nc M v Canada, gi vng chc v tr s 2 ti cc th trng ct li bao gm Anh, Php, Mexico v Australia, v cng ty cng ang dn u th trng mi ni nh ng Nam , Ba Lan, Nga v Th Nh K. CPW tip tc tng trng trong tng lai. Hagen-Dazs y l thng hiu quc t ln nht ca General Mills T Paris n Tokyo Rio DEN Janeiro, Hagen-Dazs l mt im thu ht ca khch hng quc t. Hagen bnDazs lin doanh, trong ln nht l vi Suntory v Takanashi Nht Bn. Ti cc a im nh Thng Hi c qun c ph Hagen-Dazs.Cng ty s hu mt c phn 50 phn trm trong Haagen-Dazs Nht Bn, sn phm ch yu l kem ti qun c ph v cc ca hng bn l.

Lin doanh General mills vi Pepsico trong lnh phn khc cc sn phm thc n nh snack ti chu u. Lin doanh vi PepsiCo thnh lp nm 1992 Snack Ventures Chu u l cng ty snack ln nht trn lc a 3. Nhng quyn thng mi Oakland, California mt cng ty sn xut kem v sa chua ng lnh theo cng ty ny c quyn s dung thng hiu Hagen-Dazs. Thng hiu yoplain cng l mt trong nhng thng hiu sa chua hng u ca M vi u th ny cng ty thc hin nhng quyn cho php mt s cng ty quc t quyn s dng thng hiu ca mnh. 4. Cng ty con s hu ton b : Cng ty cng tin hnh xy dng cc cng ty con s hu ton b trn nhiu quc gia vi 100% ngun vn ca mnh tin hnh sn xut v bn sn phm trn cc quc gia ny. Trung Quc cc c s sn xut v Haagen-Dazs ba nh bp trung tm t ti Bc Kinh, Thng Hi, Nam Kinh, Qung Chu v i Loan. General mills cng thnh lp cc cng ty con s hu ton b ti nhiu quc gia nh The Olive Garden c sng lp bi General Mills ngy 13 thng 12 nm 1982, ti Orlando, Florida . Cng ty tr thnh chui nh hng ln nht ca . Ti Canada cng ty c cng ty thc phm, v cc ca hng tp ha, ch yu tham gia vo vic bn l ca tt c cc loi thc phm ng hp v hng kh. Ti New Zealand cng ty cng c mt s c s sn xut v thc hin phn phi trn khu vc ny.

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TO S KHC BIT Every day and every way Innovating to impact health. Mi ngy mt phong cch. V TH CNH TRANH

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