1- Cc chin lc KDQT v 2- Phng thc thm nhp th trng 3.3.

Cc loi chin lc quc t

Cc cng ty s dng 4 chin lc c bn cnh tranh trong mi trng quc t: chin lc quc t (international strategy), chin lc a ni a (multidomestic strategy), chin lc ton cu (global stategy) v chin lc a quc gia (transnational strategy). Mi mt chin lc u c nhng u v nhc im. Mi mt chin lc s c mt s thch nghi khc nhau i vi cc mc tiu gim chi ph v p ng a phng. 3.3.1. Chin lc quc t (International strategy) Cc cng ty theo ui chin lc quc t s c gng to ra gi tr bng cch a cc k nng gi tr v cc sn phm n th trng nc ngoi, ni m cc nh cnh tranh bn a thiu nhng k nng v sn phm ny. Hu ht cc cng ty quc t to ra gi tr bng cch a cc sn phm khc bit pht trin ti th trng ni a ra th trng quc t. H hng v chc nng tp trung pht trin sn phm ti ni a (th d: R&D). Tuy nhin, h ng thi cng hng v vic thit lp chc nng sn xut v marketing cho mi mt th trng chnh m h kinh doanh. Nhng trong khi h c th m nhn chin lc sn xut sn phm theo yu cu a phng v chin lc marketing th khuynh hng ny vn b hn ch. Cui cng, i vi hu ht cc cng ty quc t, cc c quan u no s duy tr s qun l kh cht ch i vi chin lc marketing v chin lc sn phm. Cc cng ty quc t nh Toys R Us, McDonalds, IBM, Kellogg, Procter& Gamble, Walmart v Microsoft. Mt chin lc quc t s c ngha nu cng ty c mt nng lc gi tr ct li m cc nh cnh tranh bn a thiu, v nu cng ty i mt vi mt sc p yu ca cc yu cu a phng v s ct gim chi ph. Trong nhng trng hp ny th chin lc quc t l c li nht. Tuy nhin, khi m sc p v cc yu cu a phng tng, cc cng ty theo ui chnh sch ny s mt i li th i vi nhng cng ty m vic t chc nhn mnh vo vic cung cp sn phm theo yu cu ca khch hng v chin lc marketing cho cc iu kin ni a. Bi v s gia tng gp i ca cc thit b sn xut, cc cng ty theo ui chin lc quc t s tr nn yu km hn do s gia tng chi ph t chc. iu ny lm cho chin lc ny tr nn khng thch ng cho cc ngnh cng nghip sn xut ni m p lc chi ph rt ln. 1

3.3.2. Chin lc a ni a (Multidomestic strategy) Cc cng ty theo ui chin lc a ni a s nh hng bn thn hng v vic t c s p ng ni a ln nht. Cc cng ty a ni a s phc v theo yu cu ca khch hng cho c sn phm m h cung cp v chin lc marketing ca h phi thch nghi vi cc iu kin quc gia khc nhau. H cng hng n vic thit lp mt tp hp hon chnh ca cc hot ng to ra gi tr, bao gm sn xut, marketing v R& D ti mi th trng m h kinh doanh. Kt qu l, h thng b tht bi bi vic to ra li ch kinh t ca ng cong kinh nghim v tnh li ch ca a im. Theo , mt vi cng ty a ni a c nhng cu trc chi ph kh cao. Mt chin lc a ni a s c ngha nht khi m c nhiu sc p v s p ng ni a v t sc p v vic ct gim chi ph. Cu trc chi ph cao kt hp vi s gia tng gp 3 ln thit b sn xut lm cho chin lc ny khng thch hp trong cc ngnh cng nghip m sc p v chi ph l khc nghit. Mt s kt hp yu km khc vi chin lc ny l mt vi cng ty a ni a pht trin trong s phn quyn ca cc lin bang m trong mi quc gia c mt chc nng ph tr trong mt lnh th t tr ln. 3.3.3. Chin lc ton cu (global strategy) Cc cng ty theo ui chin lc ton cu s tp trung vic gia tng li nhun bng vic ct gim chi ph t c li ch kinh t ca ng cong kinh nghim. H theo ui chin lc h thp chi ph. Sn xut, marketing v cc hot ng R&D ca cng ty theo ui chin lc ton cu s tp trung vo mt vi iu kin thun li. Cc cng ty ton cu s khng hng n vic p ng cc yu cu ca tng b phn khch hng trong vic cung cp sn phm v chin lc marketing bi v chi ph cho vic c bit ha sn phm cao. Thay v vy, cc cng ty ton cu hng n vic a ra th trng cc sn phm tiu chun ha trn ton cu. v vy h c th thu hoch c ti a li ch t quy m. H cng ng thi hng n vic s dng cc li th v chi ph h tr cho vic cng kch gi trn th trng th gii. Chin lc ton cu s t ngha cao nht ti ni m p lc cao v s ct gim chi ph v ni m cc yu cu a phng l thp nht. Thm vo , nhng iu kin ny li chim u th trong nhng ngnh cng nghip sn xut hng cng nghip. Th d, cc tiu chun ton cu t ra trong ngnh cng nghip cht bn dn, theo , cc cng ty nh Intel, Texas Instrument v Motorola u phi theo ui chin lc ton cu. Tuy nhin, 2

chin lc ny khng thch hp vi nhng ni m cc yu cu a phng cao. 3.3.4. Chin lc a quc gia (transnational strategy) Christopher Bartlett v Sumantra Ghoshal d on rng trong mi trng ngy nay, iu kin cnh tranh l ht sc kht nghit trong th trng ton cu, cc cng ty phi khai thc tnh kinh t ca a im v li ch kinh t ca ng cong kinh nghim, h phi a ra cc th mnh cnh tranh ch lc bn trong cng ty v h cng phi lm tt c nhng g trong khi phi ch n sc p v s p tr ni a. H lu rng trong cng vic kinh doanh a quc gia hin i, s cnh tranh ct li khng phi tp trung vo nc ch nh, H c th pht trin trong mt vi t chc ton cu ca cng ty. V vy, h duy tr lu lng ca cc k nng v cc sn phm c cung cp khng ch bng 1 cch- t cng ty m n cc i l nc ngoi- nh trong trng hp cc cng ty theo ui chnh sch quc t. ng hn l, lu lng ny c th chy t cc i l nc ngoi v nc ch nh, v t cc i l nc ngoi n cc i l nc ngoi- mt qu trnh m h c th gi l global learning. Chin lc a quc gia s c ngha nht khi cc cng ty phi i mt vi p lc ln v vic ct gim chi ph v cc yu cu a phng cao. Cc cng ty theo ui chnh sch a quc gia s c gng t c cng mt lc vic ct gim chi ph v cc li th khc bit. Li th ny li khng d dng theo ui. p lc v tha mn cc yu cu a phng v ct gim chi ph lun to ra mu thun cho pha cng ty- nh vy lm sao cng ty c th theo ui hiu qu chin lc a quc gia? Chng ta c th tm lc cc kha cnh khc nhau ca cc chin lc nh bng sau: CHIN LC THUN LI BT LI Ton cu - Khai thc li ch kinh t ca ng cong kinh nghim. - Khai thc tnh kinh t ca a im. - Hn ch v kh nng p ng yu cu a phng. Quc t - a nhng kh nng c bit ra th trng nc ngoi. - Hn ch v kh nng p ng yu cu a phng. - Khng khai thc c tnh kinh t ca a im. - Tht bi trong vic khai thc li ch kinh t ca ng cong kinh nghim. a ni a - Cung cp cc sn phm v chin lc marketing ph hp vi cc yu cu a phng - Khng c kh nng khai thc tnh kinh t ca a im. - Tht bi trong vic khai thc li ch kinh t ca ng cong kinh nghim. 3

- Tht bi trong vic a nhng kh nng c bit ra th trng quc t. a quc gia - Khai thc c li ch kinh t ca ng cong kinh nghim. - Khai thc tnh kinh t ca a im. - Cung cp cc sn phm v chin lc marketing ph hp vi cc yu cu a phng. - Thu hoch c li ch t global learning - Kh khn trong vic thc hin do cc vn v t chc. Sc p lin kt ton cu, gim chi ph Chin lc ton cu Coi th trng th gii l mt th trng n nht. Kim sot cht ch hot ng ton cu t tr s chnh ti vic tp trung tiu chun ha sn phm Chin lc quc t Thp Khai thc nng lc ct li khai thc cc c hi th trng nc ngoi Thp Sc p phi a phng ha Chin lc xuyn quc gia Thit k chui gi tr linh ng p ng yu cu ni a ha. Theo ui c ch phi hp phc tp to iu kin hi nhp ton cu Chin lc a quc gia Da vo cc cng ty con nc ngoi hot ng trn c s c lp nhm a phng ha sn phm v quy trnh ti th trng nc ngoi Cao

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