Qun Tr Chin Lc

Chng 3 Phn tch mi trng bn ngoi DN

BM Qun tr chin lc

i hc Thng Mi

Qun Tr Chin Lc
Chng 3 : Phn tch mi trng bn ngoi ca DN
3.1) Nhn dng cu trc MTBN ca DN 3.1.1) Khi nim MTBN 3.1.2) Cu trc MTBN 3.2) Phn tch mi trng v m & nh gi cc phn on chin lc ca DN 3.2.1) Phn tch MT v m (MT x hi) 3.2.2) nh gi cc phn on CL ca DN 3.3) Phn tch & nh gi mi trng ngnh ca DN 3.3.1) Khi nim & c im phn loi ngnh KD 3.3.2) Phn tch ngnh ca M.Porter : M hnh 5+1 3.3.3) Cc nhn t thnh cng ch yu (KFS) 3.4) Nhn dng & nh gi cc i th cnh tranh 3.4.1) Nhn dng TCT : M hnh Nhm CL 3.4.2) nh gi cc TCT trong nhm CL 3.5) M thc nh gi tng hp cc nhn t bn ngoi (M thc EFAS)

BM Qun tr chin lc

i hc Thng Mi

Hnh 3.1: M hnh qun tr chin lc tng qut

Phn tch bn ngoi xc nh cc c hi & nguy c Xc nh SMKD & chin lc hin ti iu chnh SMKD ca doanh nghip

Xy dng cc mc tiu di hn

Xy dng cc mc tiu hng nm Phn b ngun lc o lng v nh gi kt qu

Phn tch bn trong xc nh cc th mnh & im yu

Thng tin phn hi

La chn cc chin lc theo ui

Xy dng cc chnh sch

nh gi chin lc
3

Hoch nh chin lc
BM Qun tr chin lc i hc Thng Mi

Thc thi chin lc

3.1) Nhn dng cu trc MTBN ca DN 3.1.1) Khi nim MTBN nh ngha : Mi trng bn ngoi ca DN l mt tp phc hp v lin tc cc yu t, lc lng, iu kin rng buc c nh hng quyt nh n s tn ti, vn hnh v hiu qu hot ng ca DN trn th trng.

BM Qun tr chin lc

i hc Thng Mi

3.1.2) Cu trc MTBN ca DN Mi trng ngnh (MT nhim v) : l mi trng ca ngnh kinh doanh m DN ang hot ng, bao gm mt tp hp cc yu t c nh hng trc tip n DN v ng thi cng chu nh hng t pha DN. V d : nh cung ng, khch hng, i th cnh tranh, ... Mi trng x hi (MT v m) : bao gm cc lc lng rng ln c nh hng n cc quyt nh chin lc trong di hn ca DN. V d : kinh t, chnh tr, vn ho, lut php, ...

Nhn dng & nh gi cc bin s v s tc ng tng h (trc tip/an cho) gia cc bin s ny.
BM Qun tr chin lc i hc Thng Mi 5

Hnh 3.1: Cu trc MTBN ca DN

CHNH TR LUT PHP
T chc tn dng Cng on Ngi Cng chng cung ng

KINH T
Nh phn phi Nh cung ng Khch hng CNG TY C ng i th cnh tranh Nhm quan tm c bit

VN HO X HI

CNG NGH

BM Qun tr chin lc

i hc Thng Mi

3.2) Phn tch mi trng v m & nh gi cc phn on chin lc (SBU) ca DN 3.2.1) Phn tch MT v m (MT x hi): Kinh T Chnh Tr Vn ha Cng ngh 3.2.2) nh gi cc phn on CL ca DN

BM Qun tr chin lc

i hc Thng Mi

3.2.1.1) Nhm lc lng kinh t Cn cn thng mi u t nc ngoi nh hng th trng H thng tin t Phn phi thu nhp & sc mua Lm pht Trnh pht trin kinh t C s h tng & ti nguyn thin nhin

BM Qun tr chin lc

i hc Thng Mi

3.2.1.3) Nhm lc lng vn ha x hi Cc t chc x hi Cc tiu chun & gi tr Ngn ng & tn gio Dn s & t l pht trin C cu la tui Tc thnh th ha Thc tin & hnh vi kinh doanh

BM Qun tr chin lc

i hc Thng Mi

3.2.1.2) Nhm lc lng chnh tr - php lut S n nh chnh tr Vai tr & thi ca Chnh ph v kinh doanh quc t H thng lut H thng ta n

BM Qun tr chin lc

i hc Thng Mi

10

3.2.1.4) Nhm lc lng cng ngh Chi tiu cho KH & CN N lc cng ngh Bo v bng pht minh sng ch Chuyn giao cng ngh T ng ha Quyt nh pht trin, quan im v iu kin p dng cng ngh mi, hin i.

BM Qun tr chin lc

i hc Thng Mi

11

3.3) Phn tch & nh gi MT ngnh ca DN 3.3.1) Khi nim & c im phn loi ngnh KD Ngnh : mt nhm nhng DN cng cho bn mt loi sn phm hay mt lp sn phm c th hon ton thay th cho nhau. Cc tiu chun phn loi : S ngi bn & mc khc bit ha : c quyn thun ty c quyn tp on Cnh tranh c quyn Cnh tranh hon ho Cc ro cn xut nhp & mc c ng Cu trc chi ph Mc nht th ha dc Mc ton cu ha
BM Qun tr chin lc i hc Thng Mi 12

3.3.2) Phn tch ngnh ca M. Porter Phn tch ngnh : Nghin cu cng cnh tranh trong ngnh Nghin cu s pht trin ca ngnh Nghin cu cc nhm chin lc Nghin cu cc ro cn dch chuyn Nghin cu cc loi hnh chin lc M.Porter : Lc lng cnh tranh trong ngnh cng cnh tranh

BM Qun tr chin lc

i hc Thng Mi

13

Hnh 3.5 : Cc lc lng iu tit cnh tranh trong ngnh

Gia nhp tim nng 5. Quyn lc tng ng ca cc bn lin quan khc Cc bn lin quan khc 1. e do gia nhp mi 4. Quyn lc thng lng ca ngi mua Ngi mua Ngi cung ng 6. Cnh tranh gia cc DN hin ti

Cc i th cnh tranh trong ngnh

3. Quyn lc thng lng ca ngi cung ng

2. e do ca cc sn phm / dch v thay th

S thay th

BM Qun tr chin lc

i hc Thng Mi

14

 e do gia nhp mi l g ? Gia nhp mi gim th phn cc DN hin ti trong ngnh tng cng cnh tranh trong ngnh. Cc ro cn gia nhp : Thng hiu sn phm v mc bit n ca khch hng Tnh chuyn bit ho sn phm? Chi ph:

Chi ph vn u t ban u Chi ph tm kim nh cung ng Chi ph gia nhp vo h thng phn phi Chi ph u t m rng quy m

Chnh sch ca chnh ph

BM Qun tr chin lc i hc Thng Mi 15

 e do t cc sn phm v dch v thay th l g ? Sn phm/dch v thay th Cht lng/Gi thnh

D on e da t cc sn phm/dch v thay th : Nghin cu chc nng s dng ca mi sn phm/dch v mc rng nht c th. Kim sot s ra i ca cc cng ngh mi

BM Qun tr chin lc

i hc Thng Mi

16

3.3.2) Phn tch ngnh ca M. Porter Quyn lc thng lng ca cc nh cung ng Quyn lc thng lng tng gi thnh tng khi lng tiu th Cc yu t nh hng n quyn lc thng lng : Mc tp trung ngnh Chuyn bit ho sn phm/dch v Chi ph chuyn i nh cung ng

BM Qun tr chin lc

i hc Thng Mi

17

3.3.2) Phn tch ngnh ca M. Porter Quyn lc thng lng ca ngi mua l g ? Quyn lc thng lng gim gi thnh tng khi lng tiu th Cc yu t nh hng n quyn lc thng lng : S lng ngi mua Quy m ca ngi mua Tn sut mua hng Gi tr hng mua

BM Qun tr chin lc

i hc Thng Mi

18

 Cnh tranh gia cc Cty hin ti trong ngnh l g ? Cc nhn t cnh tranh gia cc i th trong ngnh : S lng cc i th cnh tranh trong ngnh Tng trng ca ngnh S a dng ca cc i th cnh tranh c im ca sn phm/dch v Cc ro cn rt lui khi ngnh

BM Qun tr chin lc

i hc Thng Mi

19

3.3.2) Phn tch ngnh ca M. Porter

Quyn lc tng ng ca cc bn lin quan khc ?
Nhm nh hng
C ng Cng on

Cc tiu chun tng ng

Gi c phiu Li tc c phn Tin lng thc t C hi thng tin iu kin lm vic H tr cc chng trnh ca Chnh ph Cng c cc Quy nh v Lut tin cy Trung thnh vi cc iu khon giao c

Chnh ph Cc t chc tn dng

Cc hip hi thng mi
Dn chng

Tham gia vo cc chng trnh ca Hi

Vic lm cho dn a phng ng gp vo s pht trin ca x hi Ti thiu ha cc nh hng tiu cc Vic lm cho cc nhm thiu s ng gp ci thin thnh th i hc Thng Mi 20

Cc nhm quan tm c bit

BM Qun tr chin lc

3.3.3) Cc nhn t thnh cng ch yu Cc nhn t thnh cng ch yu (KFS: Key Factors of Success): l cc nhn t mi trng c tc ng quyt nh n kh nng thnh cng ca cc DN trong mt ngnh kinh doanh.

BM Qun tr chin lc

i hc Thng Mi

21

3.4) Nhn dng v nh gi i th cnh tranh i th cnh tranh : l nhng DN tha mn cng mt loi nhu cu ca khch hng. i th cnh tranh thc t & tim nng ca DN 3.4.1) Nhn dng TCT : M hnh Nhm CL 3.4.2) nh gi cc TCT trong nhm CL

BM Qun tr chin lc

i hc Thng Mi

22

3.4.1) M hinh : Nhm chin lc

Nhm chin lc : Mt nhm cc DN cng p dng mt (mt vi) CL tng ng, s dng cc ngun lc nh nhau trn 1 th trng mc tiu.
Cc yu t xc nh nhm chin lc : Mc chuyn bit ho Thng hiu Chnh sch gi Phng thc phn phi Quy m cc dch v hu mi Cht lng sn phm Mc nht th ho dc Trnh cng ngh Cu trc chi ph Quan h vi cng ty m
.

BM Qun tr chin lc

i hc Thng Mi

23

3.4.1) Nhm chin lc

Hnh 3.6 : Nhm chin lc trong ngnh thit b gia dng
Nhm A Chng loi hp Chi ph sn xut thp Dch v rt cao Gi cao Nhm C Chng loi va phi Chi ph sn xut trung bnh Dch v trung bnh Gi trung bnh Nhm B Chng loi y Chi ph sn xut thp Dch v tt Gi trung bnh Nhm D Chng loi rng Chi ph sn xut trung bnh Dch v t Gi thp Cao Thp Mc nht th ho dc

BM Qun tr chin lc

i hc Thng Mi

24

3.4.1) Nhm chin lc

Hnh 3.6 : Nhm chin lc trong ngnh thi trang, may mc
Nhm A Nhm C Nhm B Nhm D BM Qun tr chin lc

Cht lng cao Thng hiu tt Dch v cao Gi cao Cht lng kh tt Thng hiu tt Dch v va phi Gi kh cao Cht lng trung bnh Thng hiu trung bnh Dch v va phi Gi trung bnh Cht lng thp Thng hiu km Dch v t Gi thp

Cao

Dch v hu mi i hc Thng Mi

Thp
25

3.4.2) nh gi cc TCT trong nhm chin lc 3.4.2.1) nh gi mc tiu ca TCT i th cnh tranh ca DN ang tm kim g trn th trng ? Cc nhn t no iu khin hnh vi ca mi i th ? Mt s mc tiu ph bin : Ti a ha li nhun Hiu qu kinh doanh hin ti Tng trng th phn Lu chuyn dng tin mt Dn u v cng ngh (dch v)

BM Qun tr chin lc

i hc Thng Mi

26

3.4.2.2) im mnh & im yu nh v i th cnh tranh (A.D. Little Consultant) : Khng ch : DN kim sot c hnh vi ca cc i th cnh tranh khc v c nhiu s la chn chin lc khc nhau. Mnh : DN c th hnh ng c lp khng cn tnh n cc hnh vi, phn ng ca cc i th cnh tranh khc. u th : DN c th khai thc sc mnh v c hi trn mc trung bnh ci thin v th ca mnh. Duy tr c : DN ang hot ng mc m bo kinh doanh lin tc, cng tn ti vi DN khng ch v c c hi di mc trung bnh ci thin v th. Yu : DN hot ng km hiu qu nhng c c hi pht trin. DN phi thay i chin lc hoc phi rt ra khi ngnh. Khng th tn ti : DN hot ng khng hiu qu v hon ton khng c c hi pht trin.
BM Qun tr chin lc i hc Thng Mi 27

nh gi ca khch hng v nhng nhn t thnh cng ch cht ca i th cnh tranh

Mc bit n ca khch hng i th A i th B i th C E G F E G P Cht lng sn phm S sn c ca sn phm P E G P G F G E F H tr k thut i ng bn hng

Ghi ch: E: tuyt vi, G: tt, F: trung bnh, P: km

BM Qun tr chin lc i hc Thng Mi 28

3.4.2.3) Cc kiu phn ng i th cnh tranh im tnh : DN khng phn ng nhanh hoc mnh trc hnh ng ca mt i th nht nh. i th cnh tranh chn lc : DN ch phn ng trc nhng kiu tn cng nht nh. i th cnh tranh hung d : DN phn ng nhanh v mnh i vi bt k cuc cng kch no, bt k i th no. i th cnh tranh khn ngoan : DN khng h l kiu phn ng ca mnh.

BM Qun tr chin lc

i hc Thng Mi

29

3.5) M thc nh gi tng hp cc nhn t bn ngoi (EFAS)

Bc 1 : Xc nh v lp danh mc t 10 n 20 nhn t (c hi & e do) c vai tr quyt nh n s thnh cng ca DN. Bc 2 : nh gi tm quan trng cho mi nhn t ny t 1.0 (quan trng nht) n 0.0 (khng quan trng) da vo nh hng (mc , thi gian) ca tng nhn t n v th chin lc hin ti ca DN. Mc phn loi thch hp c th c xc nh bng cch so snh nhng i th cnh tranh thnh cng vi nhng DN khng thnh cng.Tng quan trng ca tt c cc nhn t ny = 1. Bc 3 : nh gi xp loi cho mi nhn t t 4 (ni bt) n 1 (km) cn c cch thc m nh hng chin lc hin ti ca DN phn ng vi cc nhn t ny. Nh vy s xp loi ny l ring bit ca tng DN, trong khi s xp loi quan trng bc 2 l ring bit da theo ngnh. Bc 4 : Nhn quan trng ca mi nhn t vi im xp loi xc nh s im quan trng ca tng nhn t. Bc 5 : Cng s im quan trng ca tt c cc nhn t bn ngoi xc nh tng s im quan trng ca DN. Tng s im quan trng nm t 4.0 (Tt) n 1.0 (Km) v 2.5 l gi tr trung bnh.
BM Qun tr chin lc i hc Thng Mi 30

SAMSUNG VINA
Cc nhn t chin lc (1) quan trng (2) Xp Loi (3) Tng im quan trng (4) 0.6 0.1 0.4 0.4 0.15 0.3 0.4 0.45 0.2 0.15 Ch gii

Cc c hi: VN gia nhp WTO Cng ng kinh t ASEAN S/p cht lng cao, tch hp CN mi. Tng trng kinh t VN, Chu H thng phn phi chuyn nghip. Cc e da: Tng cng cc quy nh php l ca CP Cng cnh tranh mnh trong ngnh. Cc Cty Nht Bn CN ph tr ca VN ko pht trin Cnh tranh vi cc t/v SAMSUNG khc.

0.2 0.05 0.1 0.1 0.05 0.1 0.1 0.15 0.1 0.05

3 2 4 4 3 3 4 3 2 3

Tng

1.0

3.15

BM Qun tr chin lc

i hc Thng Mi

32