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Cach Nhan Biet Tiem Nang Cua Cac Cong Ty Moi Niem Yet Co Phieu
Cach Nhan Biet Tiem Nang Cua Cac Cong Ty Moi Niem Yet Co Phieu
Nhng c phiu ca cc thng hiu mi xut hin trn th trng, hon ton c th sau 10 hay 15 nm na s rt hng tn tin mt vo ti khon ca bn. iu ny tng xy ra trong th trng chng khon v liu lch s c lp li khng? C ai trong s cc bn nhn thy tim nng ca mt c phiu tn binh no thay i vn mnh ca mnh trong tng lai? Wal-Mart hin l cng ty ln th hai trn th gii, nu ai nhanh tay nm gi cc c phiu ca cng ty ny vi tr gi 10.000 -la vo nm 1980 (khong 10 nm sau khi cng ty ny pht hnh c phiu ra th trng), th ngy nay h c th ngi trn ng ca ci trn nm triu -la.
Nike khin cho c th gii mun c ging nh Mike (Mike l tn gi thn thit ca Michael Jordan). Tin thn ca Nike l Cng ty Blue Ribbon Sports do Phil Knight sng lp vo nm 1964 vi mc ch nhp khu giy th thao r tin ca Nht mang thng hiu Onizuka vo th trng M. Lc u Cng ty Blue Ribbons Sports gp qu nhiu vn . Tn thng hiu c loay hoay mi vn cha chn xong, i t Onizuka thnh Onizuka Tiger, ri Tiger v Asics m vn khng "tr" c. Mi n nm 1972, khi thnh lp mt dy chuyn sn phm c lp ti Hn Quc, Cng ty Blue Ribbons Sport mi quyt nh chn ci tn Nike (tn ca mt n thn chin thng Hy Lp). Thnh cng ln nht ca Nike, c l l tm ra c nhn vt Michael Jordan lm l chn sng cho thng hiu ca mnh. Jordan, siu huyn thoi trong lng bng r th gii, gp phn a thng hiu Nike ln n nh cao ngy nay. C phiu tr gi 10.000 -la
ca Nike vo nm 1985 (nm Michael Jordan gia nhp i bng r) hin nay c tr gi hn 750.000 -la. Starbucks tr thnh mt thng hiu ln ton cu trong vng 10 nm gn y. Nu bn mua 10.000 -la c phiu ca Starbucks nm 1997 (tc l nm nm sau khi cng ty ny pht hnh c phiu ln u tin trn th trng), th ngy nay bn c th nm trong tay 85.650 -la. Vy liu bn c th khm ph ra mt cng ty no s mang li li nhun khng l sau 15 nm na khng? Nu nh tm thy v nm gi trong tay nhng thng tin chc chn, chi tit v cng ty ny, bn hy mnh dn tin ln pha trc. Ti sao li nh vy? Bn th quay v 27 nm v trc, tc l vo nm 1980. y l nm xy ra khng hong kinh t nghim trng. Ngi chm ngi n cho cuc khng hong ny chnh l Iran. Ngay sau khi Iran tuyn b ngng xut khu du la, gi du th gii tng vt, khin lm pht ti M tng 12%, gi vng leo ln mc 873 USD/ounce. Khi , nhiu ngi c quan im cp tin thi bng ln mt ln sng mi l quay tr v th trng chng khon m trc y h cho l ca u t khng chc chn. V nhiu ngi u t chng khon vo thi im bt ph ln tr thnh nhng t ph giu c trn th gii. V vy, rt c th cch u t tt nht ngy hm nay cng ging nh nhng g din ra vo nm 1980. Tuy nhin, c hi u t vo c phiu ca cc hng c tn tui nh Wal-Mart, Nike hay Starbucks sinh li ln khng cn na. Vn l bn phi nhn ra tim nng ca nhng cng ty mi pht hnh c phiu, cng nh nhn bit c thc lc ca h. D nhin nh gi c iu ny l c mt qu trnh khng n gin. Bt c mt s thnh cng hay tht bi no trong kinh t v thng mi cng u lin quan chng cht n nhiu vn khc. Bn cnh cc mt v ti chnh, qun l v phng thc cnh tranh m bt c doanh nghip ln nh no cng phi cn n, th nhiu mc khc nhau, c bn yu t c cho l quan trng nht to ra sc bt, l: - Tnh qun chng; - Tnh sng to c o; - Nng lc qung co tip th; - Sc mnh t chc ni b. Trong bn yu t ny, cc cng ty Wal-Mart, Nike v Starbucks tm
cch cao mt trong s v h thnh cng. T nhng nm 1980, nhiu nh u t x i mua c phiu ca WalMart v thc t chng minh h nhn nhn ng tim nng ca tp on i tin phong trong vic pht trin chui siu th bn l ti nhiu nc trn th gii. Nhng nh u t sm nht vo c phiu ca tp on ny hin c trong tay mt ti sn khng l. tng sng to c o v b quyt thnh cng ca Wal-Mart rt n gin chuyn ng sn phm n ng ngi, vo ng thi im v bng cc phng tin hiu qu nht c th. Hay ni mt cch khc, khng c nh bn l no c mt s la chn hp l nh Wal-Mart. Cn i vi Nike, b quyt thnh cng ca h l xy dng thng hiu da trn s gn b tnh cm ca ngi tiu dng vi cc siu sao m h hm m. Mang mt i giy ht nh i giy m s dng trong khi thi u th cn g thch th hn? T Nike quyt nh u t mnh tay trong vic chiu m cc siu sao bng r v di trng ca mnh. Trong sut hn 20 nm, Nike u t ht ngn sch qung co ca mnh bao sn hn 2.000 vn ng chy vit d. Hn phn na vn ng vin trong Hip hi bng r quc gia M k hp ng qung co cho Nike. V c th ni Nike thnh cng nh vo nng lc qung co tip th. S thnh cng ca Starbuck ch yu nm tnh qun chng rt cao. Howard Schultz, ng ch v cng l ngi sng lp ra Starbucks, co yt trc qun chng rng: Chng ti khng ng v pha nhng ngi kinh doanh c-ph m v pha cc khch hng ung c-ph. Ngha l ng xc nh: ng ta v 12 vn ca hng c ph Starbucks trn ton th gii ng v pha qun chng hay ng ngha vi vic lm giu nh vo s hng ng nng nhit v tip tay c lc ca cc khch hng. Vy c cng ty no mi pht hnh c phiu trn th trng cao bn yu t ni trn khng? Cc nh t vn c phiu trn trang Motley Fool c gii thiu v chin lc nng gi tr c phiu ln trong mt thi gian ngn ca Tp on bn l thc phm t nhin Whole Food Market. Theo h, l nhng Quy lut. Nhng nh u t chng khon c th nghin cu v tham kho cc quy lut ny tm ra nhng cng ty trin vng mi nim yt c phiu trn th trng chng khon. Quy lut th nht: lun xem xt cng ty trong s cnh tranh tng th Whole Foods c mt ngun lc ln hn bt k i th cnh tranh no. Tp on c mt i ng lnh o tuyt vi v c kh nng sinh li ln. Trn thc t, c phiu Whole Foods c kh nng sinh li ln gp ba ln c
phiu ca cc i th cnh tranh chnh l Safeway, Kroger v Pathmar. Tp on ny c kh nng ti chnh di do, vi 200 triu -la tin mt lun chuyn, trong khi ch c 8 triu -la l cc khon n. y l mt bn bo co cn i k ton gy thm mun i vi bt k i th cnh tranh no. Bn bo co cn i k ton l mt thun li quan trng m bo sc mnh ca c phiu trn th trng chng khon. y l mt trong ba bn hch ton ti chnh quan trng m bt k mt cng ty c phn no nim yt cng khai c phiu trn th trng u phi c nh k ba thng v hng nm. (Hai bn bo co cn li l Bo co doanh thu Income statement v Bo co lu chuyn tin Cash flow). Quy lut th hai: tm ra mt lnh vc kinh doanh thch hp v to ra nhng iu mi m Mt khi bn ngh rng khng cn phi i mi trong mt lnh vc kinh doanh thnh cng, th c ngha bn ang to c hi cho nhng cng ty kiu nh Whole Foods Market tin ln pha trc v chnh h s l ngi thay i quy tc ca cuc chi ang din ra. i mi trn mi phng din nhanh chng bin Whole Foods Market thnh mt trong nhng tp on bn l ln nht th gii vi s tng trng nhanh nht trong ngnh cng nghip siu th. V chnh iu ny l yu t m bo cho s tng trng ca Whole Foods Market trong thi gian di sp ti, cng nh tng c hi nhn ln gp bi gi tr c phiu ca tp on ny sau 10 hay 15 nm na. Theo d on, vi h thng trn di 200 ca hng ti nhiu thnh ph ca nc M, cc thnh ph ln nh San Diego u c t mt n hai ca hng v h thng siu th ca cng ty ny ang vn sang mt s nc khc nh Canada v Anh, th mc tiu t c doanh s bn hng 12 t -la vo nm 2010 khng phi l iu hoang tng. Chc chn nhiu nh u t nhn thy c hi ny v ngay t by gi bt u chin dch thu gom c phiu ca Whole Foods Market. Quy lut th ba: khch hng l thng Khng bit bn c ngc nhin khi bit iu ny khng: trung bnh cc cng ty thng mt i mt na s khch hng ch sau bn nm hot ng. Ti sao vy? Rt n gin. Hu ht cc cng ty ny sau mt thi gian thu ht c mt lng khch hng nht nh, bt u ngh rng mnh quan trng
hn cc thng . V h tr nn tham lam, hm li. H bt u la gt khch hng bng nhiu cch m h ngh rng khch hng s khng n. V d h ghi tng ha n in thoi ca khch hng, thu ph thanh ton tn dng Hoc h ct gim nhng li ch ca khch hng nhng ng thi li tng gi sn phm/dch v. iu g s xy ra? Khch hng bt u cm thy mnh b la gt v tm kim s la chn mi. V mt khi ra i, h gn nh l khng bao gi quay li s dng sn phm/dch v ca bn na. thc s l mt s ngu ngc. Nhng n li vn ang xy ra ti nhiu cng ty. Ch c mt s cng ty, lun t s tri nghim ca khch hng ln v tr u tin v l trung tm ca mi hot ng. Bn nn nh, mt cng ty bit t khch hng l thng l mt cng ty bit m nhng gic m m khch hng mun ngay c trc khi khch hng bit v iu ny. Quy lut th t: Ci tin phng php qun tr v tuyn dng nhng nhn vin cha y s am m Ngy nay, phn ln cc doanh nghip u ch trng xy dng mt h phng php lun rt bi bn cho vic ci tin cht lng sn phm, u t nhiu cho cng tc nghin cu v pht trin nhm ginh v tr dn u v cng ngh. Cc cng ty ngy nay u c mi quan tm hng u l tc v hiu qu kinh doanh, nhng li t quan tm n vic ci tin phng php qun tr. Tuy nhin, ci tin phng php qun tr mi l lc n by, thc y tt c cc b phn khc cng pht trin. Cng nhau qun l l phng php qun l mi m Whole Foods Market a ra. Ti Cng ty thc phm ni ting th gii ny, n v t chc c bn khng phi l ca hng, m chnh l cc nhm nh chu trch nhim v tng nhm sn phm khc nhau, nh nhm bo qun, nhm thc phm ch bin sn, nhm hi sn H c ton quyn quyt nh nn d tr thm mt hng no, nn thay i nhng sn phm no v c quyn t chi nhn s mi. Khi tng kt kinh doanh, tin thng s c chia cho c nhm, ch khng phi tng c nhn. Mi thnh vin trong nhm u phi nm r tnh hnh ti chnh ca c cng ty v ng gp ca tng ngi c th phn chia mc thng hp l. iu lm nn s khc bit ti Whole Foods Market chnh l mi nhn vin cng l mt nh qun tr.