1.1) K/nim & Vai tr QTCL 1.1.

1) K/nim CL & QTCL -Alfred Chandler (1962) CL bao hm vic n nh cc mtiu c bn, di hn of DN, ng thi p dng 1chui cc hnh ng cng nh s fn b cc ngun lc cn thit thc hin cc mtiu ny. -Johnson & Scholes (1999): CL l nh hng v fm vi of 1t chc v di hn nhm ginh li th ctranh cho t chc thng qua vic nh dng cc ngun lc of n trg MT thay i, p ng nhu cu tt v tha mn mong i of cc bn lin quan. *CL of DN bao gm : -Ni m DN c gng vn ti trg di hn (fng hng) ? -DN fi ctranh trn tt no v n~h KD no DN thc hin trn tt (tt, quy m)? -DN s lm th no h hiu qu hn so vi cc tct trn n~tt (li th ctranh)? -N~ngun lc no (k nng, ti sn, ti chnh, cc mqh, nng lc k thut, trang thit b) cn fi c c th cnh tranh c (cc ngun lc)? -N~nhn t t MT bn ngoi /h ti kh nng ctranh of DN (MT)? -N~gtr v k vng no m n~ng`c q`hnh trg v ngoi DN cn l g (cc nh gp vn)? K/nim CL & QTCL -QT CL c nh ngha l 1tp hp cc quyt nh v hnh ng c th hin thng qua k/qu of vic hoch nh, thc thi v nh gi cc CL, c thit k nhm t c cc mtiu di hn of t chc. -H/nhCL; Thc thi CL; Kim tra & nh gi CL 1.1.2) Vai tr of QTCL -Thit lp CL hiu qu hn thng qua vic use fng fp tip cn h thng hn, logic hn n s la chn CL. -t ti mtiu of t chc bng v thng qua con ng.

-Quan tm 1cch rng ln ti cc tng lin quan n DN -Gn s pt ngn hn trg di hn. -Quan tm ti c hiu sut v hiu qu 1.1.3) Qu trnh pt t duy CL -H/nh ti chnh c bn; H/nh trn c s d on; H/nh hng ra bn ngoi; QT CL 1.2) Tip cn MT & QTCL 1.2.1) K/nim & bn cht MT CL 1.2.2) Cc cch tip cn cu trc MT CL 2 cch tip cn c bn: -Tip cn ngoi suy: CL ch yu c hnh thnh t cc c hi (thch thc) bn ngoi of DN. -Tip cn ni suy: CL c xd trn c s cc ngun lc, nng lc v gtr bn trg of DN. M hnh ptch LCAG (Harvard) 1.2.3) Mqh MT & QTCL of DN -MT lun lun thay i (Bn trg & ngoi). -R xot, nhn dng, ptch v d bo cc t/ng of MT. -Kh nng thch ng vi cc p lc, t/ng bn ngoi lun2 f thuc vo cc nng lc hin c of DN. -Cc nng lc CL ch c th mang li li th cho DN ch khi m cc c hi c x c th. M hnh SWOT 1.3) Cc g v m hnh QTCL 1.3.1) 1s thut ng c bn trg QTCL a.Nh CL (Strategist) -Nh CL:n~ng`chu trch nhim cao cho s thnh cng hay tht bi of DN.

VD:ch DN,TG, CEO, iu hnh vin cp cao, c vn, ch s hu, ch tch hi ng QT, -Cc nh QTCL #nhau trg thi , tnh cch, o l, mc liu lnh, s quan tm n n~trch nhim XH, quan tm n kh nng to li nhun, quan tm n mtiu ngn hn v di hn, fong cch ql b. Cc cp CL -3 cp CL: +CL cp cty: nh hng & fm vi tng th of DN. +CL cp kd: fng thc ctranh trn tt (ngnh kd). +CL cp chc nng: mtiu & hnh ng ti lnh vc chc nng. c. Ch/sch -Ch/sch l 1h thng cc ch dn, dn dt DN trg qu trnh a ra v thc hin cc q CL. -Ch/sch l 1fng tin nhm t c cc mtiu of DN. -Ch/sch bao gm cc vn bn hng dn, cc quy tc, th tc c thit lp hu thun cho cc hnh ng.

d. Tm nhn CL: l 1h/, tiu chun, hnh tng c o v l tng trg TL, l n~iu DN nn t ti or tr thnh. ->DN mun i v u? e. S mng KD (Business Mission): -Nv c hiu l l do tn ti, ngha of s tn ti v h of DN. S mng th hin r hn n~nim tin v n~ch dn hng ti tm nhn c x v thng c th hin di dng bn tuyn b v s mng of DN. DN tn ti nhm m g ? f. Mtiu CL :l n~trng thi, n~ct mc, n~tiu thc c th m DN mun t c trg khong tg nh. ->Mtiu CL nhm chuyn ha tm nhn v s mng of DN thnh cc mtiu thc hin c th, c th o lng c.

g. C hi & Thch thc -C hi/Thch thc : khuynh hng & s kin #h quan of MT c /h n DN trg TL. Ptch MT bn ngoi :Kt; Cng ngh ;VH- XH;Ctr - Fp lut ; tct; Cc nh cung cp; Cc nh PP ; . -C hi: l 1lnh vc nhu cu of k/h m dn c th thc hin vic p ng 1cch c li -Thch thc: l 1nguyy c do 1xu th or 1s pt ko c li, c th dn ti thit hi cho doanh thu hay li nhun of dn nu ko c cc bin fp bo v h. im mnh & im yu im mnh v im yu bn trg of DN l n~hot ng c th kim sot c trg ni b DN. N l cc lnh vc m DN v ang thc hin tt (th mnh) or km (im yu). N~lnh vc chc nng cn ptch: Ql; Mkt; Ti chnh,Sx; R&D ;H thng ttin i.v kd CL (SBU) -L 1v kd ring l or trn 1tp hp cc ngnh kd c lin quan (Cp sp / tt), c ng gp qtrng vo s thnh cng of DN. C th c h/nhring bit vi cc fn cn li of DN. -C 1 tp hp cc tct trn 1tt xc nh. -Cn fi iu chnh CL of SBU vi cc CL of cc SBU #trg DN.

*M hnh QTCL tng qut

Cc g QTCL

1.3.3) ND qtr` h/nhCL Sng to tm nhn CL; H/nhs mng kd; Thit lp cc mtiu CL; Ptch MT bn ngoi.; Ptch MT bn trg; La chn & ra q CL. 1.3.4) ND qtr` thc thi CL Thit lp cc mtiu CL ngn hn; Trin khai cc ch/sch b fn; Fn b ngun lc; Pt cu trc t chc thc thi CL; Pt vn ha & lnh o chin l 1.3.5) ND qtr` kim tra & nh gi CL R xot li MT bn ngoi; R xot li MT bn trg; o lng k/qu thc thi CL; Tin hnh cc h iu chnh.

Chng 2 : Tm nhn, S mng, Mtiu CL & Trch nhim XH 2.1) Sng to tm nhn CL 2.1.1) K/nim & Vai tr of tm nhn CL 2.1.2) Cc yu cu of tm nhn CL 2.1.3) Pt tm nhn CL of DN 2.2) H/nhs mng kd of DN 2.2.1) K/n & vai tr s mng KD 2.2.2) Cc c trng & yu cu c bn of s mng KD 2.2.3) ND of bn tuyn b s mng KD 2.2.4.Qtrnh hoch nh NVKD of dn 2.3) Thit lp cc mtiu CL 2.3.1.X cc mt di hn 2.3.1) K/n & fn loi mtiu CL 2.3.2) Cc c tnh c bn of mtiu CL di hn 2.4) Ly thuyt i din / c ng & tip cn cc bn lin quan of DN 2.4.1) L thuyt i din/c ng 2.4.2) Tip cn cc bn lin quan of DN (Stakeholders) 2.5) Trch nhim XH (TNXH) & o c kd 2.5.1) K/n & ND TNXH & KD of DN 2.5.2) Mqh gia TNXH vi hiu qu kt. 2.1) Sng to tm nhn CL (Strategic Vision) 2.1.1) K/nim & Vai tr of tm nhn CL Tm nhn CL : nh hng cho TL, 1kht vng of DN v n~ iu m DN mun t ti.

cc gtr nn tng cho s pt bn vng-> we s i u, v u? 2.1.2) Cc yu cu of tm nhn CL -n gin, r rng v d hiu. -Gi 1khong cch xa v tg cho fp c n~ thayi ln but cng gn to c s tn tm v dc sc oftp th trg DN. -C kh nng to nn s tp trung ngun lc trg DN c lu n qui m v tg. -Thng xuyn c kt ni bi cc nh QT cp cao. 2.1.3) Pt tm nhn CL 3 cu hi bin chng: Chng ti l ai? tng k/h fc v of chng ti l ai? ;Sp / dv of chng ti l g (Hin ti & TL)? 2.2) H/nhs mng kd (Business Mission) 2.2.1) K/n&vai tr s mng of DN SM (Mission) : dng ch m KD, l do v ngha of s ra i v tn ti, th hin trch nhim XH of DN. *Bn tuyn b SM of DN cho fp : -Fn bit DN ny vi DN #. -Khun kh nh gi cc h hin thi cng nh trg TL of DN. -La chn ng n cc mtiu & CL of DN. -To lp v cng c h/ of DN trc cng chng XH, ng thi to ra s hp dn i vi cc tng lin quan. *4 c trng c bn of SMKD:

-SMKD l bn tuyn b v thi & trin vng of DN. -SMKD gii quyt n~bt ng -SMKD nh hng k/h -SMKD tuyn b ch/sch XH Cc yu cu v bn tuyn b SMKD : -m bo s ng tm & tr v m v fng hng trg ni b DN. -To c s huy ng & PP cc ngun lc of DN. -Hnh thnh MT v bu ko kh kd thun li. -To k chuyn ha tm nhn thnh cc CL v bin fp hnh ng c th VD: -Tp on GE: tp trung vo n~lnh vc c th mnh tr thnh ng`dn u or ng th 2trg all ngnh kd m we tham gia. -Tp on Microsoft: Nng cao kh nng of con ng`thng qua n~fn mm hiu qa ti bt c ni no, bt c ni u, trg bt k k no - Wal-Mart: cung cp h2 ko cn s mc c cho n~con ng` lun bn rn thi hin i

Khung 3chiu x ngnh kd of Abell

2.2.3) ND of bn tuyn b v s mng KD -K/h : Ai l ng`tiu th sp of DN ? -Sp/dv : Sp/dv chnh of DN l g? -Tt : DN ctranh ti u? -Cng ngh: Cng ngh c fi l mi quan tm hng u of DN hay ko ? -Quan tm n v sng cn, pt v kh nng sinh li : DN c fi rng buc vi cc mtiu kt hay ko ? -Trit l kd : u l nim tin, gtr v cc u tin of DN? -T nh gi v m`: Nng lc b or li th ctranh ch yu of DN l g? -Mi quan tm i vi h/ cng ng : h/ cng ng c fi l mi quan tm ch yu of DN hay ko? -Mi quan tm i vi nvin: thi of DN i vi nvin th no? 2.2.4.Qtrnh hoch nh NVKD of dn Bc1:Hnh thnh tng ban u v SMKD Bc2: pt cc yt MTBT & MTBN Bc3: x li tng v SMKD Bc4: Tin hnh xd bn SMKD Bc5: Tin thm nh bn SMKD Bc6:Tin hnh thc hin bn SMKD Bc7: xem xt v iu chnh bn SMKD 2.3) Thit lp cc mtiu CL

Mtiu CL=Mt di hn+ mt thng nin 2.3.1.X cc mt di hn -Ti sao fi c cc mtiu di hn ? Mtiu di hn nhm chuyn ha tm nhn v s mng of DN thnh cc mtiu thc hin c th, c th o lng c. Mtiu CL = Mtiu di hn + Mtiu thng nin Mtiu l n~trng thi, n~ct mc, n~tiu thc c th m DN mun t c trg khong tg nh. -Tng v trg dn cn c n~mch c th, o lng c v ng gp tht s vo vic t c mtiu chung of dn *Cc mt di hn thng gp: li nhun, hiu qu kd, v th ctranh, pt i ng ns, qh vi nvin, kh nng dn u v cng ngh, trch nhim xh -Mtiu di hn (3-5 nm) : l cc k/qu DN fi t c trg di hn. Mtiu di hn cn thit cho qu trnh h/nh CL. 2.3.2) Yu cu c bn of cc mtiu CL : -Tnh kh thi; Tnh thch thc; Tnh linh hot; Tnh o lng c; Tnh thc y; Tnh hp l; Tnh d hiu 2.3.3.mt thng nin -Mtiu thng nin (<1nm) : l n~mc trung gian m DN fi t c hng nm t cc mc tiu di hn. Cc mtiu thng nin cn thit cho thc thi CL. Chng tun theo nguyn tc SMART(Specific, Measuarable, Assignable, Realistic, and Time-bounded). 2.4) Thuyt c ng/i din (Agency Theory) v tip cn cc bn lin quan (Stakeholders) 2.4.1) Thuyt c ng i din -Agency Theory: Mqh gia c ng (ng`s hu vn) v G, nh ql iu hnh (ng`c thu QT vn). ND :

-i khng li ch xut ft t khuynh hng c nhn, t li v c hi gia c ng v G. -Cc G, nh ql thng theo ui cc CL tng qui m DN trg khi cc c ng mong mun ti a ha li nhun. -G, nh ql hnh ng ti a ha n~g c tr cho c nhn of h, l iu c ng ko mun. -Cc G, nh ql lun trnh ri ro d mc nh but i vi cc nh u t (c ng), ri ro i khi li ng c quan tm. -Cc nh ql h bo v v tr of h. 2 h thng gii fp song song : -Gimst (Monitoring Mechanism) : tng cng kim sot, gim st, nh gi chi tiu, u t of G, nh ql; gin tip use trit bn th 3 l ngn hng v cc t chc ti chnh kim sot h. -ng vin (Incentive Mechanism) : gia tng vic s hu vn of DN (c fiu, q`mua c fiu) of G, nh ql; use cc bin fp khuyn khch khen thng kch thch lm giu cho c ng, cng nh cho chnh gim c, nh ql. 2.4.2) Tip cn cc bn lin quan Cctnglinquan(Stakehorlders) l n~c nhn (c ng, k/h, nh cung cp,) hay nhm t chc (cng on, t chc tn dng, ) c mqh f thuc vi DN nhm t c cc m ring of h v do ngc li DN cng fi f thuc vo cc tng ny. 2.5) Trch nhim XH (TNXH) & o c kd 2.5.1) K/nim & ND TNXH v KD of DN -Trch nhim XH of DN bao hm cc hnh ng & rng buc nhm bo v v ci tin fc li of XH i i vi q`li of DN. VD: CSR of tp on HSBC *ND trch nhim XH of DN : -DN fi iu chnh cc sai st ngay khi cn thit. -Fi hp lc vi k/h cng gii quyt cc vn lin i.

-Fi c trch nhim thit lp cc tiu chun ngnh v t iu chnh. -Fi cng khai tha nhn cc sai st of m`. -Fi c trch nhim gn vi n~ctr XH f hp. -Fi gp fn ci to MT sinh thi. -Fi theo di n~bin i ang din ra trg XH. -Fi thit lp v tun th cc iu l h of DN. -Fi c quan im qun chng trg cc v XH -Fi c gng to ra li nhun trn c s hin hu. 2.5.2.o c kd (KD) -KD c th c nh ngha nh l thi v hnh ng trg ni b DN m chng cu thnh v h tr li ch con ng` *KD v ctranh ko th tch ri nhau:s an ton of sp, sc kho of nvin, lm dng tnh dng, bnh AIDS, bn do ht thuc l, ma axit, x l cht thi, n~thc tin kd nh: tham , hi l, lch lut, n~ >< v q` li v li ch ring t trg cng nvin 2.5.3.Qh gia TNXH & KD vi hiu qa kt

Chng 3:Ptch MTBN of DN 3.1) Nhn dng cu trc MTBN of DN 3.2) Ptch MT chung (MT v m) 3.3) nh gi cc phn on CL 3.4) Ptch & nh gi MT ngnh

3.5) ptch& nh gi cc tct 3.5) M thc nh gi tng hp cc nhn t bn ngoi (M thc EFAS) 3.1) Nhn dng cu trc MTBN of DN 3.1.1) K/n MTBN nh ngha: MTBN of DN l 1tp fc hp v lin tc cc yu t, lc lg, k rng buc c /h q n s tn ti, vn hnh v hiu qu h of DN trn tt. -MT chung( MT v m) -MT ngnh -MT ctranh -MT qt 3.1.2) Cu trc MTBN of DN -MT ngnh (MT nv) : l MT of ngnh kd m DN ang h, bao gm 1tp hp cc yu t c /h trc tip n DN v ng thi cng chu /h t fa DN. V d : nh cung ng, k/h, tct, ... -MT XH(MT v m) : bao gm cc lc lg rng ln c /h n cc q CL trg di hn of DN. VD : kt, ctr, VH, lut fp, ... Nhn dng & nh gi cc bin s v s t/ng tng h (trc tip/an cho) gia cc bin s ny.

3.2) Ptch MT chung (MT v m) 3.2.1) Nhm lc lg kt

-Cn cn tm; u t nc ngoi ; nh hng tt; H thng tin t ; PP thu nhp & sc mua; Lm ft; Trnh pt kt; C s h tng & ti nguyn thin nhin 3.2.2) Nhm lc lg ctr - fp lut -S n nh ctr; Vai tr & thi of Chnh f v kd qt ; H thng lut; H thng ta n 3.2.3) Nhm lc lg vn ha XH -Cc t chc XH; Cc tiu chun &gtr; Ngn ng & tn gio; Dn s & t l pt; C cu la tui; Tc thnh th ha; Thc tin & hnh vi kd 3.2.4) Nhm lc lg cng ngh -Chi tiu cho KH & CN; N lc cng ngh; Bo v bng ft minh sng ch; Chuyn giao cng ngh; T ng ha; Q pt, quan im v k p dng cng ngh mi, hin i. 3.2) nh gi cc fn on CL 3.2.1) M & yu cu of fn on CL *M:Nhn dng & nh gi cc fn on CL, DN c th: To dng li th ctranh tng i bn vng; Bo v li th ctranh ny thng qua cc ro cn; m bo kh nng sinh li vng chc v n nh. Trg b fn no of ngnh kd m DN c th trng i trg di hn mc li nhun cao ? 3.2.2) Fng fp fn on CL

Fn tch: coi DN nh 1 ch th ln v tm cch fn chia n~on CL # nhau cu thnh nn h of DN.

*Cc tiu chun fn tch: Loi k/h; Chc nng use; Chu trnh PP; Ctranh; Cng ngh; Cu trc chi f

Tp hp:hng ti vic tp hp cc sp/dv #nhau of DN thnh n~fn on CL. *Cc tiu chun tp hp: S thay th; S chia s cc ngun lc 3.3.3)PhnonCL&Phn on mkt

3.4) Ptch & nh gi MT ngnh of DN 3.4.1) K/nim & 2 fn loi ngnh KD Ngnh:1nhm n~DN cng cho bn 1loi sp hay 1lp sp c th hon ton thay th cho nhau. Cc tiu chun fn loi : -S ng`bn & mc #bit ha( c q`thun ty; c q`tp on; Ctranh c q`;Ctranh hon ho);-Cc ro cn xut nhp & mc c n ;-Cu trc chi f ; -Mc th ha dc; -Mc ton cu ha 3.4.2) Ptch ngnh of M. Porter Ptch ngnh : N/c cng ctranh trg ngnh; N/c s pt of ngnh; N/c cc nhm CL; N/c cc ro cn dch chuyn; N/c cc loi hnh CL M.Porter :Lc lg ctranh cng ctranh trg ngnh

-e do gia nhp mi l g ? Gia nhp mi gim th fn cc DN hin ti trg ngnh tng cng ctranh trg ngnh. *Cc ro cn gia nhp:Tnh kt of quy m; Chuyn bit ho sp; Nhu cu vn u t ban u; Chi f; Gia nhp vo cc h thng PP; Ch/sch of chnh f. -e do t cc sp v dv thay th Sp/dv thay th ->Cht lg/Gi thnh D on e da t cc sp/dv thay th:-N/c chc nng use of mi sp/dv mc rng c th.; -Kim sot s ra i of cc cng ngh mi -Q`lc thng lg of cc nh cung ng v of ng`mua l g ? Q`lc thng lg tng (gim) gi thnh tng (gim) khi lg cung ng (tiu th) Cc yu t /h n q`lc thng lg: Mc tp trung ngnh; 2 h2/dv; Chuyn bit ho sp/dv; Chi f chuyn i nh cung ng; Kh nng tch hp v fa sau (trc) -Ctranh gia cc Cty hin ti trg ngnh l g ? Cc nhn t ctranh gia cc tct trg ngnh : S lg cc tct trg ngnh; Tng trng of ngnh; S a dng of cc tct; 2 of sp/dv; Khi lg chi f c nh v lu kho; Cc ro cn rt lui khi ngnh Q`lc tng ng of cc bn lin quan?

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 MT c t/ng q n kh nng thnh cng of cc DN trg 1ngnh kd. 3.5) ptch v nh gi tct tct: l n~DN tha mn cng 1loi nhu cu of k/h.tct thc t & tim nng of DN 3.5.1)CL& nhm CL 3.5.2)Mtiu 3.5.3) mnh/ yu 3.5.4) Cc kiu p/ 3.5.1)CL& nhm CL Nhm CL: 1nhm cc DN cng p dng 1(1vi) CL tng ng, use cc ngun lc nh nhau trn 1 tt mtiu. *Cc yu t x nhm CL : Mc chuyn bit ho; Thng hiu ; Ch/sch gi; Fng thc PP; Quy m cc dv hu mi; Cht lg sp; Mc th ho dc; Trnh cng ngh; Cu trc chi f; Qh vi cty m . Nhm CL trg ngnh thit b gia dng

Nhm CL->tct tg nhm CL Phn loi tct theo 4loi CL: -Ng`bo v: cc dn vi chui sp hn ch ch tp trung ci thin hiu qu cc h hin ti -Ng`thm d: cc dn vi chui sp tng i ln tp trung i mi sp+ tm kim c hi tt mi -Ng`ptch:cc dn h t nht trg 2khu vc sp/tt, 1 n nh (tng i) v 1mt n nh -Ng`p/: cc dn thiu mqh vng chcv f hp gia CL-cu trc-VH 3.5.2) nh gi mtiu of TCT -tct of DN ang tm kim g trn tt -Cc nhn t no iu khin hnh vi of mi i th ? 1s mtiu f bin: Ti a ha li nhun ; Hiu qu kd hin ti; Tng trng th fn; Lu chuyn dng tin mt; Dn u v cng ngh (dv) 3.5.3) im mnh & im yu Tiu ch nh ga tct nhv tct (A.D.Little Consultant)

-Khng ch:DN kim sot c hnh vi of cc tct #v c n`s la chn CL #nhau. -Mnh: DN c th hnh ng c lp ko cn tnh n cc hnh vi, p/ of cc tct #. -u th: DN c th khai thc sc mnh v c hi trn mc trung bnh ci thin v th of m`. -Duy tr c: DN ang h mc m bo kd lin tc, cng tn ti vi DN khng ch v c c hi di mc TB ci thin v th. -Yu: DN h km hiu qu but c c hi pt. DN fi thay i CL or fi rt ra khi ngnh. -Ko th tn ti: DN h ko hiu qu v hon ton ko c c hi pt. nh gi of k/h v n~nhn t thnh cong ch cht of tct

3.5.4) Cc kiu p/ -tct im tnh:DN ko p/ nhanh or mnh trc hnh ng of 1tct nh. -tct chn lc: DN ch p/ trc n~kiu tn cng nh. -tct hung d: DN p/ nhanh v mnh i vi bt k cuc cng kch no, bt k i th no. -tct khn ngoan: DN ko h l kiu p/ of m`. 3.6) M thc nh gi tng hp cc nhn t bn ngoi (EFAS) 3.6.1)M thc lg gi cc nhn t bn ngoi (EFAS)

Bc1: X v lp danh mc t 10 n 20 nhn t (c hi & e do) c vai tr q n s thnh cng of DN. Bc2: nh gi tm qtrng cho mi nhn t ny t 1.0 (qtrng ) n 0.0 (ko qtrng) da vo /h (mc , tg) of tng nhn t n v th CL hin ti of DN. Mc fn loi thch hp c th c x bng cch ss n~tct thnh cng vi n~DN ko thnh cng. Tng qtrng of all nhn t ny = 1. Bc3: nh gi xp loi cho mi nhn t t 4 (ni bt) n 1 (km) cn c cch thc m nh hng CL hin ti of DN p/ vi cc nhn t ny. Nh vy s xp loi ny l ring bit of tng DN, trg khi s xp loi qtrng bc2 l ring bit da theo ngnh. Bc4: Nhn qtrng of mi nhn t vi im xp loi x s im qtrng of tng nhn t. Bc5: Cng s im qtrng of all nhn t bn ngoi x tng s im qtrng of DN. Tng s im qtrng nm t 4.0 (Tt) n 1.0 (Km) v 2.5 l gtr trung bnh. Samsung Vina

3.6.2)M thc trc din ctranh (CPM)

Chng 4:Phn tch MTBT & chun on DN 4.1. nh gi MTBT of DN 4.2.Quan trc cc ngun lc bn trg 4.3.Chun on DN& pt chui gtr 4.4. nh gi NLCT tng th ofDN 4.5.nh gi tng hp cc tc nhn bn trg(IFAS)

4.1. nh gi MTBT of DN Nhn dng MTBT of DN trn c s cc ngun lc -ptch v nh gi cc nhn t thuc MTBT cho php x mnh/ yu of DN. -Nhn t em li sc mnh cho DN nu n em li LTCT cho DN (n~ li th m DN v ang c tim nng thc hin tt hn so vi tct hin ti v tim nng)

-im mnh/ yu cho fp x mtiu & nh hng CL tng lai of DN -Ngun lc (ressources) of DN: l n~yu t u vo of qtrnh sx kd -LTCT theo quan im tip cn v ngun lc -Phn loi: +Ngun lc hu hnh:con ng`,ti chnh, vt cht, t chc +Ngun lc v hnh:ttin, danh ting, k nng, sng to -Nng lc (Competence) of DN: kh nng use cc ngun lc c lin kt c mch, ti cc lnh vc h of DN -Nn tng c s:k nng, trnh , hiu bit of ngun nlc ->tri thc c fn nh thng qua nng lc -Pt cc nng lc trg cc lnh vc chc nng c th (sx, n/c, pt sp, mkt..) 4.2.Quan trc cc ngun lc bn trg DN nh gi cc ngun lc of DN i hi: -pt mqh gia cc lnh vc chc ng -pt qu trnh QTDN -pt cc ngun lc chc nng 4.2.1.Pt mqh gia cc lnh vc chc nng -QTCL l qtrnh fi hp ton din, cao v i hi fi c s hp tc hiu qu gia cc lnh vc qtr, mkt, ti chnh-k ton, sx, R&D, h thng tt. -Cha kho cho s thnh cng chnh l s hiu bit v hp tc hiu qu gia cc tr vin all b fn kd chc nng -Qh gia cc b fn chc nng KD of DN c th hin r nt cu trc t chc v VH DN

4.2.2) Pt qu trnh QTDN 1:Chc nng, 2:M t, 3:qtrng g no of qu trnh QTCL. - Lp k hoch:k.n hoch nh c hiu l vic phc tho v hon thin cc tng kd. C th: d on, thit lp mtiu, xd CL, pt cc ch/sch,..3:hnh thnh CL -T chc thc hin: t chc bao gm all h QT to ra cocu of mqh gia q`hn v trch nhim. C th: thit k caaus trc t chc, chuyn mn ho cv, m t cv, fi hp cc b fn, fn q`3:Thc thi CL -ng vin khuynh khch:thc y gm cc n lc nh hng h of cng`. C th: llnh o, lin lc, u q`, nng cao cht lg cv, tho mn cc nhu cu, thay i t chc, ng vin tinh thn,3:Thc thi CL

-B tr ns:tp trung vo ql c nhn hay ngun ns, bao gm ql tin lg, fc li, fng vn, thu mn, ui vic, o to, ql, an ton l, k lut l, c hi vic lm cng bng,..3:Thc thi CL -Kim sot: lin quan n cc h qls nhm m bo kt qu thc hin f hp, nht qun vi mtiu ra. C th: kim tra cht lg, kim sot ti chnh, BH, thng ft, hng tn kho,3:kim tra, nh gi CL 4.2.3.Pt cc ngun lc chc nng a)Ngun lc mkt: pt k/h, cc h mua bn, cng tc, k hoch cc sp/dv, nh gi, PP, n/c mkt, pt c hi -nh gi h thng mkt: +mc tt mkt +P2 d bo trg DN +Kh nng pht hin ra nhu cu k/h -nh gi hiu qu mkt: s cn= gia cc chi f mkt vi li ch m n em li -nh gi v mkt b fn: +X danh mc sp hin ti v tng lai +Nhn thc of k/h v sp b)Ngun lc ti chnh-k ton -Vic thc hin cc nhim v ti chnh-k ton c hiu qu ko? -s h tr of b fn ti chnh vi cc b fn # ntn? -nh gi qua cc ch tiu ti chnh: +ch s v kh nng thanh ton +ch s n cn n (n by ti chnh) -S m bo v an ton ti chnh dn c)Ngun lc sx tc nghip -Qtrnh SX: +Hiu qu trg vic b tr sp xp trang thit b, +H thit k cc thit b c f hp hay ko?, +Quy m sx, +chi ph sx

-Cng sut, -Hng lu kho, -cht lg -Lc lng L d)Ngun lc R&D R&D gip DN cng c v tr hin ti, vn ti v tr cao hn trg ngnh, t c s pt thc s -Ngn sch dnh cho R&D ->cn x chi f R&D hiu qu (cc tp on ln l 5-10%) -Nhu cu nhn s cn thit cho R&D: cht lung, trnh , chuyn mn.. -Kh nng p ng cc trang thit b hin c? e)Ngun lc h thng ttin -mc p dng h thng tt trg ql v h sx -tnh cp nht, khi lng, mc phong ph of tt -tnh chnh xc of ngun tin ( tin cy, chun xc) -tnh bo mt of h thng tt 4.3.Chun on DN& pt chui gtr 4.3.1.K/n nng lc&NLCT of DN -Nng lc ctranh (Core competence): tch hp cc ngun lc v nng lc c c bi DN cung cp gtr cho k/h trg 1lnh vc chuyn mn -Nng lc li l nn tng c s of CL ptrin v LTCT of DN -4tiu chun x NL li +C gi tr: DN trung ho c cc mi e do cng nh c hi t bn ngoi +C tnh him: ko c n` tct cng s hu +Kh bt chc: xd 1VH t chc hay thng hiu qtrng v duy nht; ko bc l ngun gc cng nh cch use NL ct li; mqh gia cc c nhn, s tin tng v tnh bng hu gia cc nh qtr, nh cung cp, k/h +Ko th thay th: ko tn ti 1 NL tng t -NLCT li of DN +Cc k nng b sx sp cht lng cao

+cung cp cc dv hu mi +v tr h thng ca hng bn l thun li +cng ngh mi cho vic pt sp +i ng BH c k nng chuyn mn cao M thc nh gi NLCT of DN *NLCT fi mkt: v th ti chnh, ng lc qtr v lnh o, ngun nlc, nng lc R&D, nng lc sx tc nghip *NLCT mkt: t chc mkt, h thng ttin mkt, hoch inh CL mkt, cc ctr`mkt-mix, kim tra mkt, hiu sut h mkt 4.3.2.K/n, cu trc chui gtr

-Chui gtr (ChainValue): tp hp 1chui cc lin kt theo chiu dc nhm to lp v gia tng gtr -Mi 1mt xch trg chui gtr tng ng vi 1 chc nng, i hi 1tp hp cc nng lc cn thit +Nng lc v kt: nh qtr c th p dng mi 1trog n~mt xch #nhau of chui gtr ci thin h of n. VD: cng ngh, thit k, sx, chi f sx, cht lng, mkt, PP, dv hu mi

+Nng lc v qtr: c to ra v duy tr 1s chc nng c th. VD: ti chnh, t chc, qtrnh ra q, kim sot, tt, nhn s -Bao gm 2h chnh +H c bn: @ Hu cn nhp:nguyn vt liu s c tip nhn t nh cung cp of DN. Chng s c bo qun v lu tr cho n khi c a vo qtrnh sx. H ny cng bao gm vn chuyn nguyn vt liu trg ni b DN n cc a im cn thit @Sx:NVL c a vo khai thc sx or lp rp @ Hu cn xut: lc ny sp c sx hon thin, bt u c chuyn n cho h thng phan phi, cc nh bun i l, cc nh bn l hay trc tip n tn tay ng`tiu dng @ Mkt v BH: h ny c ch trng vo truyn thng mkt v xc tin hn hp. Mtiu chnh l cung cp dv, sp theo ng nhu cu k/h mtiu of DN @ DV: bao gm all dv m DN c th cung cp nh:dv lp t. dv sau bn, dv gii p thc mc, o to, hng dn +H h tr: @ QT thu mua: m nhn cc cv thanh ton of NVL, dv v cc phng tin vt cht # Mtiu of h ny l nhm bo m mc gi thp c th cho cc khon thanh ton c c mc cht lng cao nht c th @ pt cng ngh: cng ngh c coi l ngun lc qtrng trg vic xd LTCT. Mi DN u cn fi sng to pt nhm gim chi f, bo v v duy tr LTCT of bn thn @ QT ngun nlc (RHM) t chc cn fi ql c vic tuyn dng, la chon, o to-bi dng, pt, khen thng. Nhim v, mtiu of t chc s c thc hin song song vi CL RHM hiu qu @ C s h tng t chc: h ny b iu chnh bi tp th t chc hay k hoch C; bao gm vic QT h thng tt MIS, cc my moc trang thit b fc v cho vic thc hin k hoch v iu chnh chng ging nh b fn k ton 4.3.3.Nhn dng& xd NLCT ct li v LTCT bn vng of DN

Xd LTCT of DN trn c s cu trc chui gtr c th c da trn 3 phng thc -ti u ho tng chc nng -ti u ho s fi hp tng chc nng -ti u ho vi fi hp vi bn ngoi ->Hiu qu h of chui gtr c ci thin ng thi=cch ci thin tng mt xch or l ci thin s lin kt gia cc mt xch 4.4. nh gi NLCT tng th of DN 4.4.1.K/n, vai tr of LTCT -LTCT (competitive advantage): nng lc m DN thc hin b tt hn tct. l n~th mnh m tct ko th d dng thch ng or sao chp c -2 c dim c bn: +Mc nhy cm of ngnh KD vi #bit ho +Tc ng of tnh kt theo quy m 4.4.2.Xd khung tng th pt LTCT

-nng sut, cht lng, s phn hi tt of k/h cng vi s ci tin i mi l cc nhn t ch yu c c LTCT - Nu nh cc DN u c LTCT nh nhau, vy th iu g c th khin DN vt ln trn tct?-> nng lc ctranh ct li 4.5.nh gi tng hp cc tc nhn bn trg(IFAS)

M thc nh gi cc nhan t thuc MTBT of DN bao gm 3bc: -Bc 1: Lit k cc im mnh/ yu of DN -Bc 2: n nh tm qtrng=cch phn loi t 0,0 (ko qtrng) n 1,0 ( qtrng ) cho tng yu t. Tm qtrng n inh cho mi yu t cho thy tm qtrng tng i ch yu of yu t n s thnh cng of DN. Ko k yu t l mnh/ yu bn trg th cc yu t c xem l c a/ h ln n h DN th c qtrng cng cao -Bc 3: Xp loi cho tng nhn t t 1 (thp ) n 4 (cao ) cn c vo 2 hin ti of DN i vi nhn t . Vic xp loi bc ny cn c vo c th of DN trg khi tm qtrng bc 2 cn c vo ngnh hng -Bc 4: Nhn mc qtrng mi yt vi im xp loi of n nhm x im qtrng cho tng bin s -Bc 5: X tng s im qtrng of DN=cch cng im qtrng of tng bin s tng s qtrng of Dn xp loi t 1,0 n 4,0: vi 2,5 l mc TB Chng 5 Ptch tnh th CL& Cc CL in hnh of DN 5.1) Phn tch tnh th CL. 5.1.1)K/n,bn cht tnh th CL 5.1.2) Ma trn tng trng th phn BCG 5.1.3) Ma trn TOWS 5.2) Cc CL ctranh tng qut 5.2.1.CL dn o v chi f 5.2.2.CL #bit ho 5.2.3.CL tp trung ho 5.2.4.CL i dng xanh 5.3) Quy trnh hoch nh CL tng th 5.1. Phn tch tnh th CL

5.1.1)K/n,bn cht tnh th CL Tnh th CL c cc 2 sau: -Bn cht fc tp -Ko chc chn -t/g n cc q tc nghip -i hi gii fp tng th(BT&BN dn) -Cn thit cc thay i ln trg dn Tnh th CL><Th th tc nghip 5.1.2. Ma trn BCG -Mtiu chnh: x n~yu cu v vn u t v n~ni c th to ra ngun u t tng lnh vc KD #nhau trg cu trc KD of cty. -Cch phn tch: 3 bc +Bc 1: Chia cty thnh cc SBU v nh gi trin vng of chng +Bc 2: Phn loi v sp xp cc SBU trn ma trn +Bc 3: Xd mtiu CL cho tng loi SBU Bc 1: X v nh gi trin vng cc SBU -Chia cty thnh cc SBU -nh gi trin vng of cc SBU da trn 2 thng s: +Th phn tng i (TPT): l t l gia th phn of SBU vi th phn of tct ln nht SBU c TPT>1: mnh; TPT<1: yu +Mc tng trng of ngnh: nhm x SBU ang trg k thun li hay k2. Ngnh c tc tng trng > tc TB of ton nn kt: tng trng cao Ngnh c tc tng trng < tc TB of ton nn kt: tng trng thp Bc 2: Phn loi cc SBU -Phn loi SBU qua s : chiu ngang l TPT; chiu dc l tc tng trng ngnh.

-Mi SBU l 1 hnh trn, kch thc hnh trn t l vi dthu m SBU t c trg ton b dthu ni chung -C 4 loi: SBUngi sao;SBU-du chm hi; SBU-b tin; SBU-ch
Mc th phn tng i trong ngnh Thp Cao Trung bnh Star Question Marks
Li nhun thp Nhcu ti chnh ln

Bc 3: Xd nh hng CL cho tng loi SBU -Dng vn d t Cash Cows u t vo Question Marks v nui dng Stars ang hnh thnh. Mtiu: cng c v th Stars v chuyn Question Marks trin vng thnh Stars. -B Question Marks t trin vng nht gim p lc v vn u t - Dogs thot khi ngnh KD -Cty cn ch XD 1 cu trc KD cn bng 5.1.3. Ma trn TOWS -Mtiu chnh: thc hin nh gi cc nhn t bn trg v bn ngoi nh hng n h sx kd of DN t xd cc CL ph hp. -Cch phn tch: 8 bc +Bc 1: Lit k cc c hi. +Bc 2: Lit k cc thch thc. +Bc 3: Lit k cc th mnh bn trg. +Bc 4: Lit k cc im yu bn trg.

tng tr l T

ng trong ngnh (%)

Cao

Li nhun cao Nhcu ti chnh ln

Tr.bnh

Cash Cows
Li nhun cao t nhu cu ti chnh

Dogs
Li nhun cao t nhu cu ti chnh

Nhu cu ti chnh

Thp

+
Li nhun Cc ngun lc ti chnh

+Bc 5: Kt hp cc th mnh bn trg vi n~c hi bn ngoi (SO). +Bc 6: Kt hp cc im yu bn trg vi cc c hi bn ngoi (WO). +Bc 7: Kt hp cc im mnh btrg vi cc thch thc bn ngoi (ST). +Bc 8: Kt hp cc im yu bn trg vi cc thch thc bn ngoi(WT Cu trc ma trn TOWS Strengths Threats Cc c hi Opportunities cc im mnh SO CL pht huy im mnh tn dng c hi weaknesses cc im yu WO CL hn ch tn dng c hi

ST CL pht huy im mnh hn ch im yu

WT CL vt qua hn ch im yu

5.2.CL ctranh tng qut -nh ngha: Cc CL ctranh tng qut phn nh n~cch thc c bn m 1 DN ctranh trn n~tt of mnh da trn 2 c im c bn: chi ph thp v #bit ha.

Ccthchthc

NGUN CA LI TH CNH TRANH Chi ph thp nht Khc bit ha PH M VI C NH TRANH Hp Rng

Chi ph thp nht

Khc bit ha

Tp trung da vo chi ph thp nht

Tp trung da vo khc bit ha

5.2.1.CL dn o v chi f -c im: bng mi cch sx sp/dv vi chi ph thp hn tct -u im: +C th bn P thp hn tct m vn gi nguyn mc li nhun +Nu xy ra chin tranh gi c, cty vi chi ph thp s chu ng tt hn +D dng chu ng c khi c sc p tng gi t pha nh cung cp +To ra ro cn gia nhp -Nhc im: +i th c th gim chi ph thp hn; +D b i th bt chc; +Kh nng tm ra phng php sx vi chi ph thp hn i th c.tranh? +Do mtiu chi ph thp, cty c th b qua, ko p ng c s thay i v th hiu of k/h. 5.2.2.CL #bit ho -c im: To ra cc sp/dv m ng TD coi l duy nht theo nh gi of h -u im: +C th bn P vt tri so vi tct tng Doanh thu v t sut li nhun t trn trung bnh

+To ra s trung thnh of k/h vi nhn hiu +C th chu s tng gi nguyn vt liu tt hn so vi cty chi ph thp +To ra ro cn gia nhp -Nhc im: +D b tct bt chc +S trung thnh vi nhn hiu hng ha d b nh mt khi ttin ngy cng n`v cht lng SP ko ngng c ci thin +Cty d a n~c tnh tn km m KH ko cn vo SP +S thay i trg nhu cu v th hiu of KH rt nhanhcty kh p ng +i hi kh nng truyn thng qung b of cty 5.2.3.CL tp trung (da vo chi ph thp hoc #bit ha) c im: nh hng tha mn nhm k/h hoc on tt mtiu x -u im: +To sc mnh vi KH v cty l ng cung cp SP/dv c o +To ro cn gia nhp vi i th ctranh tim nng +Cho php tin gn vi k/h v phn ng kp vi nhu cu thay i -Nhc im: +Do sx vi qui m nh hoc phi cng c v tr ctranh chi ph cao +V th ctranh c th bt ng mt i do thay i cngh hoc th hiu KH +Ri ro thay i on tt tp trung Ctranh t cc DN #bit ha hoc chi ph thp trn din rng 5.2.4.CL i dng xanh i dg xanh>< i dg -i dg :l tt truyn thng->ctranh khc lit -i dg xanh:tt mi, nhu cu mi->ko c ctranh -CL i dg xanh:l CL pt v m rng1tt trg ko c ctranh m cc cty c th khm f v khai thc +ng ctranh trg khong tt hin ti. Hy to ra 1tt ko c ctranh +ng nh bi tct. ctranh tr nn ko cn thit

+ng khai thc tip nhu cu hin tai. Hy to ra or ginh ly n~nhu cu mi +ng c gng cn bng gtr/chi f. Hy f v cb bg gtri/chi f +ng la chn #bit hay chi f thp. Hy theo ui c 2. ->i mi gtr CL ctranh tng qut v cc yu t nn tng

5.3. Quy trnh hoch nh CL tng th gm 3g 5.3.1. G nhp d liu 5.3.2. G kt hp & phn tch 5.3.3. G quyt nh 5.3.1. G nhp d liu: -ma trn nh gi cc y/t bn trg (IFAS) -ma trn nh gi cc y/t bn ngoi (EFAS) -ma trn mt ct ctranh 5.3.2. G kt hp & pt d liu g kt hp: ma trn TOWS, ma trn SPACE, BCG, IE, M thc CL tng hp 5.3.2.1.M thc SPACE -Bc 1: La chn 1 nhm cc bin s th hin FS, CA, ES v IS -Bc 2: Gn gi tr t 1 6 cho FS v IS; t -6 -1 cho ES v CA

-Bc 3: Tnh gi tr bnh qun cho FS, CA, ES v IS -Bc 4: nh du cc im bnh qun cho FS, CA, ES v IS trn cc trc -Bc 5: Cng 2 im trn trc honh/tung v nh du kt qu im trn trc honh/tung. V giao im trc tung v honh -Bc 6: V vecto t gc ta qua giao im mi. Vecto cho thy dng CL of t chc l tn cng, ctranh, phng th hoc duy tr
(sc mnh ti chnh)

FS
Duy tr Tn cng

CA (li th cnh tranh)

Phng th

(sc mnh ca ngnh) IS

Cnh tranh

ES
(s n nh ca MT)

5.3.2.2.M thc bn trg bn ngoi (IE)(Ma trn Mc Kinsey) -L p2 tng t BCG, nh gi theo 2 cn c: tnh hp dn of ngnh v v th ctranh of SBU. -im #bit l 2 tiu chun ny c xd da trn n`yu t hn. -Cc yu t th hin tnh hp dn of ngnh: Qui m, tc tng trng, kh nng sinh li, ycu vn, tnh ctranh -Cc yu t th hin v th ctranh : th phn, cng ngh, chi ph, gi c, cht lng sp. Cc khu vc trg m thc IE +Cc I, II, IV: "tng trng v xd". Thch hp nht cho cc b phn ny l cc CL tng cng v CL lin kt

+Cc III, V, VII: "chim gi v duy tr. Nn use CL thm nhp tt v pt SP. +Cc VI, VIII, IX: "thu hoch v loi tr". Cc cty thnh t c th t c t hp kd nh v trg hoc xung quanh I trg m thc IE.
V TH CNH TRANH

Mnh
T NH H P D N C A NG NH

Trung bnh

Yu

Cao

I
Trung bnh

II V

III VI

IV

VII
Thp

VIII

IX

5.3.2.3.M thc CL tng hp 5.3.3.G quyt nh:ma trn lng ho k hoch CL -Cc cng c use cho quy trnh ny c th p dng cho tt c cc quy m v loi hnh t chc; -Gip cc CL gia x, nh gi v chn la CL. M thc lng ha k hoch CL (QSPM) -Bc 1: Lit kt cc c hi/ e do bn ngoi chnh v cc im mnh/ yu bn trg vo ct bn tri of QSPM. -Bc 2: X thang im cho mi yu t thnh cng c bn bn trg v bn ngoi. -Bc 3: Xem xt li cc m thc trg g 2 v x cc CL thay th m cty nn quan tm thc hin. -Bc 4: X im s cho tnh hp dn. -Bc 5: Tnh im tng cng of tng im tnh hp dn. M thc lng ha k hoch CL

Chng 6:Cc loi hnh CL of DN

6.1 Cc cp CL of DN 6.2 CL chc nng v s la chn 6.3 CL kd & CL ctranh of cc v kd CL (SBU) 6.4CLcngty&CLlin minh,hp tc 6.1 Cc cp CL of DN 6.1.1 CL cp DN -CL cp DN lin quan n mtiu tng th v quy m of DN p ng c n~k vng of cc c ng. -CL cp DN l 1li cng b v mtiu di hn, cc nh hng pt of t chc. Cty v ang v s h trg ngnh kinh doanh or n~ngnh kd no? 6.1.2 CL kd -CL kd lin quan ti vic lm th no 1 DN c th ctranh thnh cng trn 1tt (on tt) c th. -CL kd fi ch ra c cch thc dn ctranh trg cc ngnh kd #nhau, x v tr ctranh cho cc SBU v lm th no fn b cc ngun lc hiu qu. 6.1.3 CL cp chc nng -CL chc nng lin quan ti vic tng b fn chc nng trg t chc (R&D, Hu cn, Sx, Mkt, Ti chnh, ) c t chc nh th no thc hin c fng hng CL cp DN v tng SBU trg DN. -CL chc nng l 1li cng b chi tit v cc mc tiu v fng thc hnh ng ngn hn c cc lnh vc chc nng use nhm t c cc mtiu ngn hn of cc SBU v mtiu di hn of t chc. -CL chc nng gii quyt hai v c lin quan n lnh vc chc nng. Th l p ng of lnh vc chc nng i vi MT tc nghip. Th hai, l vic fi hp vi cc ch/sch chc nng #nhau. 6.2 CL chc nng v s la chn Bao gm : CL sx tc nghip; CL Mkt; CL ql nguyn vt liu; CL n/c v pt (R&D); CL ti chnh; CL ngun nlc; CL pt c s h tng

6.2.1 CL sx tc nghip -CL sx tc nghip x fm vi CL thng qua xc lp th t u tin cho ctranh sp. -Hai yu t u tin cho ctranh qtrng i vi 1 sp l tnh kt theo quy m v /h of hc tp. Tnh kt theo quy m cho bit chi f of 1v sp hay dv sx gim i khi quy m sn lg tng ln. C 2 nguyn nhn: -Th 1: Kh nng dn tri chi f c nh cho 1khi lg sp c sx ra ln hn. -Th 2: Sx 1khi lg ln hn cho fp thc hin s fn cng l v chuyn mn ha mc cao hn. N/c /h of hc tp ti sx sp l n/c vic tit kim chi f nh vo hc hi v tch ly kinh nghim. N/sut l of ng`sx trc tip or of nh ql tng v chi f cho 1sp gim khi cc c nhn hc c cch thc hin 1cv c th c hiu qu . ng cong kinh nghim ch ra vic gim chi f v sx c tnh h thng xy ra theo sut vng i sp. Khi 1 cty tng khi lg sp c tch ly li trg sut chu k sx, n c th khai thc tnh kt theo quy m v n~/h of hc tp.

6.2.2 CL mkt H/nh CL mkt bao gm cc bc: - X mtiu mkt -Ptch tnh hnh tt

-Fn on tt -X tt mtiu v cc bin s -CL mkt mix. -Ch/sch trin khai thc hin -K hoch kim sot v iu chnh mqh gia t l ri b v chi f

6.2.3 CL ql nguyn vt liu -Bao gm cc h cn thit a nguyn vt liu n ni sx, thng qua qu trnh sx, ra khi h thng PP v n tay NTD. -p dng h thng cung ng JIT tit kim chi f gi hng tn kho thng qua vic chuyn nguyn vt liu n cty ng lc cn a vo qu trnh sx 6.2.4 CL n/c v pt Tm qtrng of R&D: -N/c v pt c th nng cao hiu qu thng qua thit kt n~sp d ch to -N/c v pt c th gip cty t c hiu qu cao hn bng cch i u trg vic i mi qtr` ch to. i mi qtr` l 1s i mi trg fng thc sx, qua nng cao hiu qu of n~qtr` ny. i mi qtr` sx l ngun chnh of li th ctranh. 6.2.5 CL ti chnh Cc v cn quan tm Dng tin = thng d ngn qu DN Tnh hnh v dng tin f thuc chu k sng of ngnh ( or of sp )

V th tn dng tt = mc n hin ti thp v/or c ngn hng v cc nh u t xem l c trin vng kinh doanh tt. V th tn dng tt cho fp cty m rng vic use tin vay. Linh hot ti chnh = kh nng p ng nhu cu ti chnh ko s bo trc 6.2.6. CL ngun nlc -o to v pt nvin: qua cc fng fp nh hng dn trc tip cv, lun chuyn cv, o to ngh, qua cc ctr ging tp trung -T chc nvin thnh cc nhm t qun: cc thnh vin fi hiu nv v cv c giao, to s linh hot trg gii quyt cv -Thng qua cc hnh thc tr lng: tr lng theo 2, tr lng theo nh gi k/qu cv, tr lng theo k nng v trnh nvin. 6.3 CL kd v CL ctranh of SBU 6.3.1) CL trg cc ngnh b fn tn mng -Ngnh b fn tn mng l ngnh bao gm 1s lg ln cc DN va v nh (ko c DN no chi fi tt). -CL tp trung l 1la chn mang tnh nguyn tc. - hp v tr thnh DN ng u: Pt h thng kd; Nhng q`kd; Lin kt 6.3.2) CL trg cc ngnh KD mi xut hin -2 cu trc ngnh: Tnh ko n nh v mt k thut cng ngh; CL ko r rng, chc chn; S lg ln cc DN nh cng theo ui 1lnh vc; Chi f ban u cao but c th nhanh chng gim chi f.; K/h u tin. -Cc la chn CL: nh hnh cu trc ngnh;X vai tr of cc nh cung cp v PP; S f hp gia mtiu bn ngoi v bn trg; S thay i of cc ro cn xut nhp. 6.3.3) CL trg cc ngnh KD trng thnh & bo ha -2 cu trc ngnh: Tc tng trng chm v hu qu l ctranh gay gt v th fn gia cc DN trg ngnh; Li nhun gim st; Sc p t k/h cng ln;

Tng sn lg v ns s dn n tnh trng d tha; Thay i v cc fng thc ql; Ctranh qt tng ln. -Cc la chn CL: Ptch cu trc chi f; i mi qtr` v thit k cho sx;Tng sc mua of k/h;La chn ng`mua; Ctranh qt; iu chnh cu trc t chc. 6.3.4) CL trg cc ngnh KD ang suy thoi -Nguyn nhn suy thoi: Thay i cng ngh; Nhu cu thay i; K/h b thu hp. -2 cu trc ngnh: Tnh bp bnh v tnh cht suy gim of cu; Tc v dng suy thoi; 2 th fn cn li; Cc ro cn ra khi ngnh. -Cc la chn CL: Dn u v th fn; Tp trung vo 1fn khc tt c th mnh; Rt vn c kim sot (thu hoch); Thanh l thu hi vn. 6.3.5) CL trg cc ngnh KD ton cu -Ngnh KD ton cu l 1 lnh vc h m cc DN cng ngnh, cng cung cp cc sp tng t ctranh vi nhau trn tt th gii. -2 nhn t CL: +Tiu chun ha of sp ; + #bit ha of nhu cu k/h.

6.4) CL cp cty -nh ngha: CL in hnh l 1cch tip cn tng qut, ton din nhm t c cc mtiu t ra of DN. -Cc loi CL in hnh of DN: +Cc CL a dng ha. +Cc CL tch hp ha. +Cc CL cng . +Cc CL #

6.4.1. Cc CL a dng ha Nn tng c s of cc CL a dng ha: -Thay i lnh vc h. -Tm kim nng lc cng sinh -Cng ngh & Tt. Cc CL a dng ha: a. a dng ha ng tm -a dng ha ng tm = b sung cc sp & dv mi but clinquan. -a dng ha ng tm c use trg cc TH: +DN ctranh trg ngnh ko pt hoc pt chm. +Khi b sung cc sp mi but lin quan n sp ang kd s nng cao c doanh s bn of sp hin ti. +Khi cc sp mi s c bn vi gi ctranh cao. +Khi sp mi c lin quan v c doanh s bn theo ma v c th cn bng s ln xung of DN +Khi sp hin ti of DN ang g suy thoi. +Khi DN c i ng qun l vng mnh b. a dng ha hng ngang -a dng ha hng ngang = b sung thm sp/dv mi cho cc k/h hin ti of DN. -a dng ha hng ngang c use trg cc TH: +Ngun thu t cc sp hin ti s /h nu b sung cc sp mi v ko lin quan. +DN trg ngng c tnh ctranh cao hoc ko tng trng. +Cc knh PP hin ti c use nhm tung ra sp mi cho k/h hin ti. +Khi cc sp mi c m hnh doanh s bn ko theo chu k so vi sp hin ti. c. a dng ha hng dc (CL tch hp)

-a dng ha kt hp = b sung thm h KD mi ko c lin quan n h hin ti of DN. -Nguyn nhn: +Xd li th ctranh (Pha trc: tt / Pha sau: nh cung ng). +#bit ha so vi cc tct. +Kim sot cc cng ngh b sung (trg cng 1 lnh vc sx but lin quan n cc g #nhau of quy trnh sx). +Ct gim chi ph sx. 6.4.2. CL tch hp ha c im: -CL tch hp ha cho php DN ginh c n~ngun lc mi, tng cng tim lc ctranh. -Cc CL tch hp ha cho php DN ginh c q`kim sot i vi cc nh PP, cc nh cung cp v hoc cc tct. Cc loi CL tch hp: a. Tch hp pha trc -c im: Nhm ginh c q`s hu hoc tng q`kim sot i vi cc nh PP hay cc nh bn l. -Thch hp p dng khi: +Cc nh PP hin ti tn km, ko tin cy, hoc ko p ng y/cu of DN. +Ko c n`nh PP thnh tho, c th to ra li th ctranh i vi n~DN tch hp pha trc. +Kd trg ngnh c d bo l pt cao. +C vn v nlc ql c vic PP cc SP ring. +Khi cc nh PP v bn l c li nhun cn bin cao b. Tch hp pha sau -c im:Nhm tm kim q`s hu hay gia tng q`kim sot vi cc nh cung ng cho DN. -Thch hp p dng khi:

+Nh cung ng hin ti tn km, ko tin cy, ko kh nng p ng nhu cu of DN. +S lng nh cung ng t, s lng tct ln. +S lng Cty trg ngnh pt nhanh chng. + vn v nlc qun l vic cung cp nguyn liu u vo. +Gi sp n nh c tnh quyt nh. +Cc nh cung ng c li nhun cn bin cao. +DN c nhu cu t c ngun lc cn thit 1cch nhanh chng. c. Tch hp hng ngang -c im: Nhm tm kim q`s hu hoc gia tng kim sot i vi cc tct thng qua M&A, hp tc, lin minh, cho php DN gia tng tnh kt theo quy m v nng cao vic chuyn giao cc ngun lc v nng lc cng sinh. -Thch hp p dng khi: +DN s hu cc c im c q`m ko phi chu tc ng of CP v gim ctranh. +DN kd trg ngnh ang pt. +Tnh kt theo quy m c gia tng to ra cc li th ch yu. + vn v nlc qun l DN mi. +Khi tct suy yu do thiu nng lc trg qun l hoc c nhu cu v cc ngun lc m ch c DN hin ang s hu. 6.4.3. CL cng c im:l cc CL i hi s n lc cao nhm ci tin v th ctranh of DN vi cc sp/dv hin thi. Cc dng CL cng : a. CL thm nhp tt -c im: nhm gia tng th phn of cc sp/dv hin ti thng qua cc n lc mkt. -Trin khai: gia tng s ng bn, tng chi ph qung co, cho hng rng ri, tng cng PR,

-TH p dng: +Tt sp/dv hin ti of DN cha bo ha. +T l tiu th of k/h c kh nng gia tng. +Khi th phn of tct gim do doanh s ton ngnh ang gia tng. +C mi tng quan gia doanh thu v chi ph Mkt. +Vic tng kt theo quy m em li cc li th ctranh ch yu. b.CL pt tt -c im: nhm gii thiu cc sp / dv hin ti of DN vo cc tt mi (a l). -TH p dng: +DN c sn cc knh ph.phi mi tin cy, c cht lng, chi ph hp l. +DN t c thnh cng trn tt hin c. +Cc tt #cha c khai thc hoc cha bo ha. +C ngun lc qun l DN m rng. +Khi DN c cng sut nhn ri. +Khi ngnh hng of DN pt nhanh thnh quy m ton cu. c. CL pt sp -c im: +Tm kim tng doanh s bn thng qua ci tin hoc bin i cc sp & d/v hin ti. +i hi chi ph n/c v pt ln. -TH p dng: +Sp/dv of DN vo g chn of chu k sng. +Ngnh KD c c trng cng ngh k thut thay i nhanh chng. +i th a ra cc sp ni tri hn vi mc gi tng ng. +DN phi ctranh trg ngnh c tc pt cao. +DN c kh nng n/c v pt vng mnh. 6.4.4. Cc CL # -CL cng c (Retrenchment): l CL tp hp li thng qua ct gim chi ph v ti sn nhm tc ng n doanh s v li nhun ang gim st. Cng c c

th dn ti bn bt t ai v nh ca nhm to ra c lng tin mt cn thit, ta bt cc tuyn sp, ng ca cc ngnh kd ph, ng ca cc nh my li thi, t ng ho cc qu trnh, ct gim nhn s v thit lp 1h thng kim sot chi tiu hp l. -CL tc bt: l CL bn 1phn h of DN. Tc bt thng c use nhm to ra t bn cho cc h mua t hoc u t CL tip theo. Tc bt c th l 1phn of 1CL cng c ton b nhm gii thot DN khi cc ngnh KD ko sinh li, hoc i hi qu n`vn, hoc ko ph hp vi cc h #of DN. -CL thanh l: CL bn ton b ti sn of 1dn, hoc cc phn, theo gi tr hu hnh of n. -CL phi hp: DN theo ui s kt hp hai hoc n`CL cng 1lc 6.4.5 Lin minh CL -Lin minh CL (Alliance): hp tc gia hai hay n`tct. -CL lin minh&hp tc nhm tp trung ho v vn, tri thc, cng ngh v hn ch cc ri ro. CL ny thng c biu hin di hnh thc hp ng di hn. -Hnh thc: joint-venture, franchise, licence, *Cc phng thc lin minh&hp tc : -Chi nhnh chung c in (2hay n`i tc bnh ng) -Chi nhnh chung chi fi (i tc nh b i tc ln chi fi, cc i tc ln c coi l ng` ch of d n) -T chc tng tc (cc i tc va lm ch, va lm thu) -Gn nh 1hng(qh ng`gia dn ch v v thu) -Tham gia cho/trao i con tin (i tc cng tc vi d n of ng`#) -D n cng nghip(dn ch chnh vi h thng dn ch f v thu) 2 loi hnh lin minh CL: -Lin minh b sung:2hay n`TCT hp tc tn dng cc ngun lc v nng lc of nhau trn c s kt hp chui gtr.

-Lin minh tch t (Pseudo-concentration): 2 hay n`TCT hp tc tch t sc mnh, ch yu tch t v th fn, tng cng kh nng thnh cng of 1 d n. 6.4.6 Sp nhp & Mua li (M&A) -Sp nhp (Fusion) : nh hng CL m 2 hay n`DN tp hp ti sn hp thnh 1 DN duy . -Mua li (Acquisition): nh hng CL mua li 1 DN bi 1 hay n`DN. Cc ng c of M&A: (qtrng) -Tm kim nng lc cng sinh (Synergy): 1+1=3 (liu s kt hp 2nng lc li of 2DN ny c mang li k/qu cao hn hay ko?) -ng c lin quan n thay i of MT. -ng c lin quan n nng lc CL. -ng c ti chnh v p lc t fa cc nh u t. (ng c chnh: 80% cc v sp nhp trn TG) Chng 7: hoch nhtichnhCL 7.1. QT gi tr vn c ng 7.1.1.k/n& vai tr of gi tr cho c ng (S.V: shareholder Value) -C ng: t chc hoc c nhn s hu c phn of DN nh 1khon u t di hn -Gi tr: thu c n`hn u t Wenner v Leber (1990): S.V c q bi gtr hin ti rng of dng tin lun chuyn (NPV of all future CF), c chit khu vi chi ph vn S.V: l gtr of DN sau khi khu tr cc khon n. S.V= Gtr of cty Cc khon n *4 yu t ch yu to ra SV -n~gi nh da trn cc CL of DN -hiu qu of danh mc sp of DN -mc tng trng tim nng DN

-n~u tin v mtiu of DN ?SV thng c xem xt thng qua trin vng of gi c phiu trn tt chng khon hn l s tng trng li nhun tim nng nhn t thc s q S.V= Gtr bn vng trg di hn (V th ctranh, li nhun)><Gtr trg ngn hn (Doanh s, gi c phiu, tc tng trng) 7.1.2.k/n& vai tr of vic use ngun lc bn ngoi (Outsourting) Outsourting:s chuyn giao1(nhiu) h hay 1(nhiu) quy trnh sx kd cho bn th 3(nh cung ng) *J. Welch(1992):li th outsourting -chuyn i chi ph c nh thnh chi ph bin i -to ra s cn bng hn v lc lng l -gim cc khon u t vn -khuyn khch tp trung pt sp hn sx -DN hng li t cc i mi t pha nh cung ng -tp trung ngun lc vo cc gtr gia tng -> use outsourting hp l s s lm tng S.V *Use outsourting thng c hiu qu khi: -qtrnh cng ngh ko c sn, vd nh trg sx chp in t -CL c u tin t ti v th ctranh mnh -sx phi c lp vi khu thit k -cc tct c cng ngh tt hn & cc nh cung ng c li th v chi ph -vn u t b gii hn & DN mun u t vo cc h gtr gia tng -vic thay i & tm dng cc n t hng vi cc nh cung ng c th c thc hin 1 cch linh hot 7.1.3. use oursourting tng gi tr cho c ng Nn hay ko nn use outsourting, phn bit 4TH m DN nh outsourting ang tnh trng: -bt li ctranh, li nhun di mc trung bnh->nhn dng+ch ng loi b

-ctranh tng ng, li nhun mc trung bnh->lun2 outsourting -li th tm thi, li nhun trn mc TB -li th bn vng,li nhun trn mc TB->gi+khai thc hiu qu 7.2. phn tch chi ph ctranh 7.2.1. vai tr of pt chi ph ctranh - ctranh thnh cng 1DN phi pt v ss cu trc chi ph of DN m` vi cc tct ch yu -Lng gi cu trc chi ph of tct cho php DN: +c tnh c mc gi sp trog tng lai +d on ng thi of tcr +chun b n~hnh ng ng ph +nh gi kh nng thnh cng of cc CL 7.2.2. CL iu chnh cc yu t chi ph -pt chi ph ctranh bt u vi pt CL iu chnh cc yu t chi ph of DN (n~yu t s q v th ctranh trg di hn of DN) -cu hi u tin m nh QT phi t ra l cc yu t chi ph no lin quan n 1g CL & cc yu t no chu a/h of cc CL mi ->kim sot chi ph v h # chi ph CL -v qtrng t ra trog pt chi ph ctranh n~ngun lc c li th ctranh of cty nm u, v n~li th ny c bn vng theo time hay ko? *cc nhn t a/h bao gm: -thit k sp -cc yt chi ph -nng sut l -tnh kt of quy m -mc tp trung -cng sut khai thc -nh gi 7.2.3. M hnh ho chi ph tct

7.2.4.so snh chi ph ctranh 7.3. phn tch cc ch s ctranh 7.3.1.mch use cc ch s ti chnh Ti sao DN use cc ch s ti chnh? Cc ch s ti chnh c th c use biu th -v th of DN trg ngnh -mc hon thnh cc mtiu CL of DN -hiu qu u t -kh nng vay vn v tng trng of DN trog tng lai -kh nng p/ i vi n~thay i of MT -ri ro trog hp tc kd ->thnh cng/ tht bi of DN 7.3.2.bn nhm ch s ti chnh cn bn *Thng thng DN tp trung vo 4 nhm ch s ti chnh sau: -kh nng sinh li: cho bit mc use hiu qu cc ngun lc of DN trg mqh vi thu nhp -kh nng thanh ton:cung cp n~t/t v tnh trng ti chnh& kh nng thanh ton trog ngn hn of DN -kh nng h: o lng nng sut v hiu qu h of DN -n by:cho bit cc h of DN c ti tr ntn? * pt &nh gi hiu qu h of 1 DN theo cc nhm ch s ny, use 3 p 2 sau: -ss ngnh: tin hnh ss cc ch s ti chnh of DN m`vi DN tng t trg cng ngnh -pt chui thime: use cc ch s ti chnh trog n`nm trc, biu din trn th pht hin ra cc thay i, nhn dng cc xu hng v d on trng thi tng lai -ss vi cc chun mc tuyt i : trg n`DN, cc ch s ti chnh ti thiu c coi l n~chun mc tuyt i cn c m bo.vd

+kh nng sinh li: li nhun rng> 3%, li nhun sau thu/ thu nhp> 3% +kh nng thanh ton: ti sn lu ng/ n ngn hn>1 +kh nng h: chu k tin bnh qun<60ngy +n by: t l n di hn/ tng ngun vn ch s hu<1 7.3.3.1s v lu khi use ccch s ti chnh -mi chu k ti chnh u c v tr qtrng, phn nh 1mt no thc trng h of DN. Do , phi dng n`ch s, ch tiu # nhau pt v nh gi tng th DN -v then cht ko phi su tm cc s liu m pht hin ra cc gii php n bn trog cc con s -ch cc mlh ni ti trog kd xc lp cc mqh gia cc con s t trog bi cnh MT kd -la chn cc k thut pt ti chnh #nhau cho cc mch #nhau 7.4. hoch nh ngn qu CL -Vic chun b ngn qu thng l bc cui trg hoch nh CL. Vn v cc ngun lc #cn fi c x c th c th chuyn nh hng CL thnh n~ctr`hnh g -Hoch nh ngn qu CL thc cht l 1h thng iu hnh ngn qu, h thng ny cung cp cc ttin nh QT a ra cc q v trin khai thc hin CL -H thng ny c thit k m bo s cn i gia nhu cu ti chnh duy tr cc h kd hin ti vi nhu cu ti chnh trin khai CL mi a) hoch nh ngn qu CL c thc hin theo 3g: -pt cc dng vn: x DN ang use cc ngun lc ti chnh of m`ntn. Bng vic xem xt cc con s ny, cc nh QTCL c th x c cc ngun vn b sung cn thit -thit lp ngn qu CL t 3 ngun ch yu: +t cc h thng xuyn v cc ngun ti chnh ni ti +Gia hn cc khon n ph hp vi cu trc ti chnh of DN

+Tng cng cc khon n di hn mi hoc m rng vn ch s hu thng qua vic thay i c cu ti chnh of DN -Phn b ngn qu CL: Tng ngn qu DN c use : +Ngn qu c s: phn b cho cc h kd hin ti v trog tng lai of DN +Ngn qu CL:thc thi cc CL mi dt c mtiu CL of DN b)Hoch nh ngn qu CL c tin hnh qua 8bc c bn: -nhn dng cc v kd CL(SBU) -thit lp mtiu v mch cho mi SBU -x lng ngn qu CL hin c -lp ctr t c cc mtiu CL of mi SBU -d tnh ngn qu cn c cho mi ctrnh CL -sp xp cc ctrnh ny theo s ng gp i vi CL, tnh ton khi lng ngn qu CL use v mc ri ro lin quan -phn b ngn qu CL hin c cho mi ctrnh theo th t u tin of ctrnh -thit lp 1hthng QT v iu hnh gim st vic hnh thnh v use ngn qu ng thi m bo t c cc kt qu mong i Chng 8: N~v qtr trg thc thi CL 8.1.k/n, bn cht, nhim v thc thi CL 8.1.1.k/n v ND thc thi CL thc thi CL c hiu l tp hp cc h v q cn thit cho vic trin khai CL S #bit gia hoch nh & thc thi CL Hoch nh CL nh v cc lc lng trc khi h Qtrnh t duy i hi trc gic v k nng pt tt i hi phi hp 1vi c nhn Thc thi CL Ql cc h trc khi h Qtrnh tc nghip i hi n~khch l v k nng lnh o b i hi phi hp n`c nhn, n`b phn

Cc k/n v cng c of hoch nh quy m v loi hnh h # nhau chc Ni dung thc thi CL:cc v QT ttcl: -thit lp cc mtiu hng nm -xd cc ch/sch -phn b cc ngun lc -thay i cu trc t chc -pt lnh o CL -pht huy vn ho DN

Ttcl c s #nhau rt ln gia

tng i nh nhau gia cc t chc c cc quy m v loi hnh h of t

8.1.2.QT cc nhn t a/h n thc thi CL M hnh 7S of McKinsey: s thc hin CL thnh cng bao gm s qun trg qh of 7 yu t: -CL (strategy): 1lot cc h nhm duy tr, pt cc LTCT -cu trc (structure): s t chc v cc tt c lin quan th hin cc qh mnh lnh, bo co v cch thc m cc nv c phn chia v hi nhp -h thng (systems): cc qtrnh, quy trnh th hin cch thc t chc vn hng hng ngy -phong cch (style): n~iu m nha` QT cho l qtrng theo cch h use time v s ch of h ti cch thc use cc hnh vi mang tnh biu tng. iu cc nh qt lm qtrng hn rt n`so vi n~g h ni -cn b (staff): n~iu cty thc hin pt i ng nvin v to cho h n~gtr c bn -k nng (skill): n~c tnh hay nng lc gn lin vi 1t chc -n~mtiu cao c (super-ordinate Goals): n~gtr th hin trog s mng v cc mtiu. N~gtr ny c chia s bi cc thnh vin trog t chc ngha of bi cnh 7S: +m hnh 7S cho php nhn dng cc nhn t a/h ti ttcl ptch cc t chc v fn chia chng thnh n~b fn c th ql

+hiu qu ttcl ko ch ph thuc vo vic quan tm y ti 7nhn t m cn ph thuc vo tc ng of cc nhn t ny di gc h thng->thay i 1nhn t trg 7S thng to ra s thay i cho cc nhn t # +Rt n`CL b tht bi do cc nh qtr thiu quan tm cn thit n cc nhn t ny +Tm qtrng of tng nhn t i vi t chc l ph thuc vi cc t chc c th v vo tng tg c th 8.2.QT cc mtiu ngn hn v cc ch/sch trin khai CL 8.2.1.k/n v cc yu cu of cc mtiu ngn hn -mtiu ngn hn (thng nin)<1 nm.Cc mtiu ngn hn phi m bo t cc mtiu di hn of CL tng th v hi nhp c hiu qu vo CL chung -nguyn tc xd mtiu ngn hn (SMART) +specific:c th +measuarable: o lng c +assignable: c th chuyn giao c +realistic: c tnh kh thi +time-bounded: gii hn v time 8.2.2.s thng nht gia cc mtiu ngn hn v di hn Yu cu: -s nht qun logic; -s hp l of t chc v s hp l of c nhn 8.2.3.QT cc ch/sch trin khai CL K/n:Ch/sch l n~ch dn chung nhm ch ra n~gii hn or n~rng buc v cch thc t ti mtiu CL *Yu cu: -phi c th v c tnh n nh; -tm tt v tng hp thnh cc vn bn hng dn, cc quy tc, th tc m cc ch dn ny ng gp thit thc cho vic t ti mtiu of CL chung

*Phn bit Mtiu ngn hn v Ch/sch: -N~mtiu ngn hn c hnh thnh ti a ha vic ng gp vo n~mtiu chung of t chc. -Ch/sch c pt h tr v cng c n~mtiu CL c hnh thnh 8.2.4.1s ch/sch c bn cho thc thi CL *CS mkt: cs sp, cs gi, cs PP, cs XTTM, cs phn on tt, cs nh v sp -Phn on tt +chia tt thnh n~on nh nhm tho mn tt hn ncu of k/h +dng cc tiu thc phn on phn chia theo mch.vd:tui, gii tnh, thu nhp -nh v sp: +La chn tiu ch #bit ho sp +V biu nh v sp vi ch tiu x mi trc +nh v of cc tct trn biu +Tm v tr cho sp of dn nhm t v tr ctranh f hp vi mtiu +pt k hoch mkt nh v sp 1cch thch ng *CS nhn s -gn thnh tch v lng thng vi thc hin CL: +c h thng lng thng v c ch khuyn khch +C ch khen thng da trn mtiu hng nm -Ch i ng thng nht -Gii quyt cc ><trg ni b -To MT VH ns h tr CL: + thch ng VH hin ti trg qh ns h tr CL +C th tuyn dng, hun luyn, o to, thuyn chuyn, thng tin cho nvin ph hp vi mtiu CL *CS ti chnh: +huy ng vn cn thit: Ngun vn: cc khon n, li nhun, c phn

+D ton ngn sch ti chnh:m t chi tit vn c cung cp v chi tiu ra sao +ch/sch thu mua: d ton k hoch thu mau vi tnh hnh ti chnh +Li sut c phn: nh r quy tc phn chia li nhun trg ttcl +Ch/sch tin mt: ngun tin mt ly t u, use ra sao, lm th no gia tng lng tin mt khi ttcl *CS R&D: -i mi sp: +i mi ton b sp trc cc tct +i hi DN c kh nng R&D c bn, khai thc n trin khai n~SP mi ->sng lc ra SP c th thnh cng -Pt sp +Ci thin cht lg or c tnh of SP hin hu +Ko cn thit phi p dng k nng R&D c bn but ch k b coi l 1 DN bt chc -i mi tin trnh +Hon thin cc tin trnh ch to SP vi mch gim chi ph sx or nng cao cht lg SP cho DN +Ko use k nng R&D c bn +Ko use k nng hp R&D vi mkt 8.3.Cc chin thut chc nng trg thc thi CL 8.3.1.k/n chin thut chc nng: l cc h mang tnh cht ch dn c tin hnh ti mi b phn chc nng nh mkt, ti chnh- k ton, sx, R&D, nhn snhm h tr CL DN hon thnh cc mtiu CL 8.3.2.s # bit gia chin thut chc nng v CL kd Phn bit chin thut v CL kd -Gii hn time: chin thut chc nng nhn dng cc h c m nhn trg thi im hin ti or TL gn, CL cp kd tp trung vo bi cnh of cty trog vng 3-5 nm

-Tnh c th: chin thut chc nng thng c th hn CLkd -n~ng`tham gia pt: CLKD-> s thng lg, bn bc gia nh qtr cp cty v cc nh qtr cp kd +Chin thut cnng ->s thng lg, bn bc gia nh qtr cp kd v cc nh qtr chc nng. 8.4.Quy hoch cc ngun lc thc thi CL Qui hoch ngun lc 2cp : -Cp cty:n~ngun lc c phn b th no gia cc b phn chc nng, v #nhau trg t chc -Cp kd: n~ngun lc nn c b tr ntn trg mi chc nng, b phn, v #nhau trg t chc m bo CL c la chn c thc hin tt 8.4.1.Quy hoch cc ngun lc cp cty Nhn thc v mc thay i ngun lc Thp Phm Cng N~ u tin vi of thc ch dn bt buc mc c t ctranh t do Thp Cao Cao

do trung tm H8.2: Phn b ngun lc cp cty -TH1: c t s thay i trg ngun lc +phn b ngun lc theo cng thc +phn b ngung lc theo kiu mc c t do -TH2: Phn ngun lc trg qtrnh tng trng:

+khu vc u tin v phn b ngun lc c th c p buc t cp cao +Cp cao phn b ngun lc qua qtrnh ctranh t do -TH3: phn b ngun lc khi n nh v suy gim: +ti phn b ngun lc c p buc t cp cao +ti phn b ngun lc thng qua t do ctranh +ti phn b ngun lc thng qua u thu c rng buc -TH4: phn b n~ngun lc dng chung:

+phn b gin tip=vic tnh ton cc chi ph +phn b trc tip=cc chuyn ngha v ql cho 1b fn +phn b trc tip=cch cc b fn tr chi f dc v -Tm li, c n`cch gii quyt #nhau trg vic phn b cc ngun lc ti cp cty.Vic la chn cch no f thuc vo mc thay i of CL v f thuc vo cc u tin of t chc. -Ngoi ra n cn f thuc vo cu trc t chc v qu trnh kim sot t chc 8.4.2.qui hoch ngun lc ti cp kd:lm cho quy hoch ngun lc f hp vi CL -nhn dng ngun lc +cc i hi ngun lc chi tit +nh dng ngun lc -ph hp vi cc ngun lc sn c: +n~ngun lc mi +thay i ngun lc c +nh hnh li cc ngun lc -ph hp gia cc ngun lc vi nhau: +nht qun vi nhau +lin kt vi nhau 8.4.3.Tin hnh trin khai quy hoch ngun lc -x n~nng lc ct li v cc nhim v ch yu -vch ra cc u tin -kim nh n~gi nh -lp ngn sch v hoch nh ti chnh -trin khai ngun nlc -pt mng Chng 9: Cu trc t chc ttcl 9.1.k/n, vai tr of cu trc t chc trg ttcl

K/n: cttt of DN l tp hp cc chc nng& qh mang tnh chnh thc x cc nv m mi 1v of DN fi hon thnh, ng thi c cc phng thc hp tc gia cc v ny->mqh gia nhv/ q`hn 9.1.1.Vai tr of cttt trg ttcl Mqh cu trc- CL(A.Chandler) -cttt of 1cty rng buc cch thc cc mtiu v cc ch/sch c thit lp -cu trc rng buc cch thc v ngun lc c phn chia ->cu trc i theo CL( t chc ttcl) H9.1.mqh cu trc-CL(A.Chandler)

->CL mi c thit lp ->Cc v mi xh ->Thnh tch of DN st gim ->1cu trc mi c thit lp ->Thnh tch of DN c ci thin 9.1.2) 3 2 c bn of cu trc t chc -tnh chuyn nghip: cch thc, mc phn cng nv gia cc v -tnh hp tc ho:1 hay n`phung thc phi hp h gia cc v -tnh hp thc ho:mc chnh xc trg qui nh chc nng, nv& mlh gia cc v H:KG cu trc t chc

9.1.3.cc nhn t a/h n cttt -Quy m= khi lg cv+ tt i hi s chuyn mn ho+ chun ho trnh t x l cao hn, ng thi dn n s cng nhc trg h v chi f cao hn -Cng ngh= tp hp cc qtrnh bin i trg DN Cng ngh i hi 1phng thc phn cng nv, 1phng thc kt hp gia cc v thc hin nv -MT: chc nng of cu trc t chc l la chn v m ho cc d liu thu thp t MT t chuyn i cc d liu ny thnh cc tt cn thit cho vic ra q +tim nng tt +tnh ri ro, +tnh phc tp 9.2) 1s nguyn l c bn of cttt 9.2.1.phn bit&tch hp gia cttt v MT Laurence& Lorsch (1973, Eviroment- structure):hiu qu kd of mi DN f thuc vo mqh gia s phn bit v tch hp trg cttt dn -Phn bit trg ctt l g? +mi v of cttt c mlh c th vi 1b fn of MT bn ngoi of t chc ->phn chia t chc thnh cc v c th tng ng vi MT con x of cc v ny vd :R&D :MT khoa hc (trng H, Vin n/c) -Tch hp trg cttt l g?

+phn bit dng cc ro cn t nhin trg qtrnh tt lin lc gia cc v trg t chc. phn bit trg cu trc cng ln th cng k2 trg fi kt hp h gia cc v +Tch hp l s kt hp gia 2hay n`v ( b fn bit) cng hon thnh nv of t chc ->Tch hp pht hin v gii quyt cc xung t trg t chc. Quy m v hiu qu of Tch hp f thuc vo mc Phn bit v cc 2 c th of MT.vd :C ch phn cp ql, c nhn gi vai tr lin kt, nhm tch hp 9.2.2.cttt& tnh fc tp J.Galbrraith (Designing Complex Organization, 1972):mc fc tp of cttt f thuc ch yu vo s kt hp of 3 yt: -Tnh ri ro(MT) :t/g n cc nv &h #nhau of t chc. Tnh ri ro cao->cc q cng i hi n`ttin hn->tn km tg v chi f -Tnh a dng :trg cc nv&h of t chc.Cc h of dn cng a dng-> khi lg ttin+pt cng ln cho vic ra q -S f thuc ln nhau :gia cc nv&h of t chc. Cc h #nhau of dn cng f thuc ln nhau-> cng kh m bo s thng (nh gi t/g of 1q n tng th) Cttt of 1dn ch thc s hiu qa khi n m bo kh nng x l ttin thch hp vi cc i hi t 3 yt fc tp trn 9.2.3.Cu trc v vn ho Cttt trc ht l 1nhm cc c nhn m cc gtr of tng thnh vin trg nhm c t trg 1tng lp XH c th rng ln hn n`so vi cc gtr ring of DN -n/c a/h of cc tc nhn VH quc gia v a fng n cttt of DN: m hnh Nht, Chu u, M 9.3.Cc loi hnh cttt CL ch yu Khi 1dn ra i v pt th cttt dn cng s thay i t n gim n fc tp. Do , mqtm hng u of nh QTCL trg g ttcl l fi x c n~thay i loi

hnh cu trc no l cn thit, l f hp thc thi cc CL mi v n~thay i ny c tin hnh ntn ? 9.3.1.CT chc nng k/n: Ct chc nng c hnh thnh trn c s tp hp( phn tch) cc h of DN theo chc nng kd

-T chc theo chc nng kd: tp hp(phn tch)theo chiu ngang chui gtr of DN thnh cc v chc nng chuyn mn # nhau trn c s cc k nng b of tng v, c hon chnh=cc b fn h tr -u:n gin, t tn km, hiu qu, mc chuyn mn ho cao -Nhc: tp trung trch nhim cho lnh o, kh nng thch nghi km vi cc k of MT, gim cc c hi ngh nghip 9.3.2.CT b fn& CT theo v kd CL(SBU) a.Cu trc b fn Cng vi s pt of dn, quy m h of n s c m rng, dn s ngy cng fi i mt vi n~k2 trg cng tc qt ng thi n`sp/dv trg n~on tt #nhau. Cu trc b fn s tr nn cn thit kim sot h v ctranh c hiu qu trn cc fn on tt #nhau ny *CT b fn c t chc theo 4 cch ch yu:Sp/dv; Vng a l; Phn loi k/h; Qtrnh thc hin H: CT b fn theo sp

b) Cu trc theo v kd CL(SBU) Khi s lg, quy m v s a dng of cc b fn trg dn tng ln, cc nh qt fi i mt vi n~k2 mi xh trg vic nh gi v ksot cc h tng b fn -CT theo SBU:nhm cc b fn tng t vo trg n~SBU v u thc iu hnh cho `manager chnh, ng` ny chu trch nhim bo co trc tip ln CEO. -vic nhm cc b fn c th c thc hin theo 1s c tnh chung nh: cng ctranh trg 1ngnh, cng use 1 cng ngh sx, cng hng ti 1fn loi k/h H:CT theo SBU

9.3.3.CT ma trn (chc nng-D n) u: -thc hin hiu qu ng thi n`nv #nhau: kt hp c theo chiu dc v theo chiu ngang -vai tr nng ng of tng thnh vin mi cp ql Nhc: -fc tp trg xd v h -chi f qtr ln (nhu cu kp) ->matrix structure hiu qu i hi s hiu bit of all thnh vin trg DN (vai tr, trch nhim, truyn thng..)

9.3.4.CT ton cu Khi 1dn nc ngoi xm nhp vo 1tt mi i hi fi xd cc v t chc chuyn mn mi m s fi hp h of cc v ny vi fn cn li of dn s nhanh chng xh cc v fc tp *3m hnh CT qt: -M hnh m/con: DNNVV vi mong mun of lnh do DN l kim sot tuet i cc h nc ngoi -M hnh b fn qt chuyn trch:DNVVL vi 2 l doanh s kd trn tt ni a chim t trng vt tri so vi cc h tt nc ngoi -M hnh ton cu:DNL or cc tp on 9.3.4.1.MH M/Con -khi 1DNNVV h n ngnh (sx 1loi sp ch do or dng sp c c tnh gn ging nhau) bt u pt cc sp xut khu thng qua cc chi nhnh ti n`quc gia #nhau->MH m/con +s fi hp h of cc chi nhnh nc ngoi tin hnh ch yu gia Ch tch cty m v i din of cc chi nhnh +cc v tc nghip c thc hin thng qua b fn f trch xut khu, h b tr v mt hu cn H: MH m/con trn c s chcnng

9.3.4.2.MH b fn chuyn trch qt -khi lg cc chi nhnh d tng ln ng k lm ny sinh nhu cu tng tc trc tip gia cc chi nhnh nc ngoi v cc v trg nc ->b fn chuyn trch qt 9.3.4.3.MH ton cu 3loi hnh CT ton cu S pt quy m a quc gia of dn /h n b fn chuyn trch qt->nh v li cc h ni a trn cg 1bnh di vi cc h tin hnh cc quc gia # -ton cu theo chc nng: DN h ch yu trg 1lnh vc duy nht, CT c bn of DN vn l CT chc nng v mi chc nng c th ton cu ho 1cch c lp vi cc chc nng# -ton cu theo sp: khi DN a dng ho, mi b fn tng ng vi 1h c th s c xu hng ton cu ho tu theo CL pt sp v tt -ton cu theo khu vc:khi DN fait thch nghi vi cc k c th of tng quc gia hay khu vc a l(tnh a dng of k/h, ko ng nht v VH t chc, mt n nh ctr,) H:Tng hp cc loi hnh cu trc cty a qgia

9.4.cttt of tng lai -suy thoi ktqt lm MT of DN ngy cng tr nn mt n nh, do nhu cu v i mi v kh nng p/ linh hot c t ln hng u. -p lc of ctranh lm cho cc DN fi tp trung mi c gng p ng 1cch ngy cng y & chnh thc i hi of k/h bng cch tip cn 1cch ti a cc b fn of t chc vi k/h cui cng of DN ->Hu qu: Gim s lg cc tng ql+ m rng phm vi ql mi tng+ c ch fi hp c ko cn use c ->cu trc mng(cu trc o)

-cu trc mng c cu thnh t cc v lin kt vi nhau bi all dng hp ng trung v di hn (tch hp hng ngang, hp tc CL, hip nh hp tc,..) -trn thct ch tn ti vi 1 ch s chnh, b ch huy ng vai tr trung gian,h thng tt in t s kt ni ti cc b fn trc thuc, cc chi nhnh, cc cty c lp # -u:tng cng s linh hot, kh nng thch nghi of DN -Nhc:s lg ln cc i tc c th gy bt n

Chg10:VHdn&lo CL trg ttcl 10.1. Xd VHdn trg thc thi CL 10.1.1 K/n, vtr v fn loi vhdn - VHDN l 1tp hp cc nim tin, gtr c chia s v hc hi bi cc thnh vin of t chc, c xd v truyn b trg sut qtrnh tn ti v pt of dn. - VHDN chi fi cch thc cc thnh vin trg dn t/ng ln nhau v t/g ti cc bn lin quan dn => vh hnh thh /h thi of con ng` trg t chc. Vai tr vhdn: - VH /h n kh nng loCL ofdn - VH p/ nv kd CL of dn

- CL fi f hp vi vh v ngc li * Phn loi VHDN: -VH mnh / yu +VH yu:tn ti bn trg n`dn nh, c t cc tiu chun,gtr v thi quenchug,truyn thng kinh nghim + VH mnh: trc ht fi l 1tng th c kt cu thg nht v mh m, bao gm 2mqh bn trg v bn ngoi c t/g qua li vi nhau. -VH km hiu qu + VH thg tr t tng: cc nh qtr tin hnh cc q theo hng thng tr duy nht. + Loi VH lm dn fi i mt vi s bin i nhg bn thn VH li kh bin i thch ng + Vh cao cc nh qtr nm r v cg tc ql hn l cc nh qt hu v s mg, tm nhn, cc CL, kn ctranh +Dng khp kn, ko chu tip thu hc hi cc chun mc v p2 bn ngoi t chc - VH thch g Cc thh vin chia s n~cm ngh rig t chc c th gquyt bt c mi e da no, d dn tip thu v chp nhn cc tnh hung nguy him, s th nghim mi, s i mi, s thay i cc CL v thi quen of cc bn lin quan 10.1.2.Xd vhdn thch ng vi y/c ttcl - VH hin din bt k dn no, tuy nhin 1dn mn pt t kh ln xut sc fi c1 tm nhn rg ln, tham vg lu di, xd c 1n np vh c bn sc ring, th hin s #bit vt tri => VH mnh (vhm) - vhm l 1tg th thg nht: vhm l 1khi thg nht gm 2mqh bn trg v bn ngoi c t/g qua li vi nhau. + Bn trg: duy tr k lut; thg nht quan im, t tng, hnh ng; chun ha mi h ql, sx, kdt xd gio l of t chc v kin tr thc hin nhm tin ti 1nh hng r rng.(cng rn)

+ Bn ngoi: mqh vi kh v i tc; h thg dv, chm sc kh hon ho (mm do) VHM i hi: - T duy vhm: vhdn c c trg trc ht vi tm nhn, s mng of dn. Dn fi duy tr cc t tng ct li of mnh (tm nhn, s mg), g thi cg ko c fp tha mn vi hin ti. - cu trc vhm: tun th 3nguyn tc sau: + kt cu vng chc + tin li khi sd + f hp thm m - MT vhm: fog f v n`bn sc, gtr nhm gn kt cc c nhn trg cg t chc. MT vhdn ni chug c ht` t 4thnh fn sau: +Cc gi tr tinh thn: h thg cc gtr - nguyn tc gio l ni b dn, c chia s, truyn b trg CBCNV +Cc nhn vt hnh mu +Cc tp tc, l nghi +Giao tip, truyn t. -Chun mc hnh ng: n~h ni tri, c th cn c duy tr tm nhn tham vng, thc y s tin b ko ngng trg ton dn. + thc hin cc nv k2 (bt kh thi) + Tm kim la chn, o to nhn s thch hp + ng h s t ch cao nht cho mi nvin, thc y mi ng` lun hnh ng v th nghim + Xd v bi dng lp qtr vin k cn, lnh o ngun t trg lng dn Lo T: Con g ngn dm bt u t bc nh 10.2. Lnh o CL 10.2.1. Kn, s cn thit v thc cht l Cl

K/n- LCL l 1h thg(qu trnh) n~ t/g nhm thc y n~con ng hay 1tp th t nguyn v nhit tnh thc hin cc hnh g cn thit nhm t c cc mtiu CL of dn - LCL l h thg cc h trg hin ti (ch dn, iu khin, ra q, g vin, iu chnh) hin thc ha tg lai. Vai tr: -xd v pt cc mt v CL of DN -lCL thc cht l ni n vic thc y mi ng`hnh g nhm t c mt CL -L Cl tr li cho 2cu hi: lm g? Ntn? -Nguyn tc: +m bo s kt hp hi ha gia cc mtiu CL +nh lnh o fi g vai tr l fng tin t c nhu cu v mog mun of cc thh vin. +Lm vic theo chc trch v q`hn. +y nhim, y quyn. 10.2.2. Cc nh qtr - ngun lc l thc thi Cl QTCL lin quan ng thi n cc nh qt v l -Nh qt:gii quyt cc v lin quan n ngun lc hu hnh of t chc, lm cho t chc h qua vic gii quyt v kt hp cc nhn t ngun lc nhm tho mn nhu cu k/h -Nh l:gii quyt cc v lin quan n cc ngun lc v hnh, a ra cc nh hng v mt cg vi l cch thc t c mt W.Bennis & B.Nanus (1985): Nh qtr l n~ng`lm g theo s vic, cn nh lo l n~ng`lm n~s vic g. S #bit tng kt li chnh l s i lp trg cc hng v s mng, c fn on, tnh hiu lc so vi cc hnh ng iu khin thi quen, ng sut

10.2.3. Kha cnh tc nghip v tm l l CL: tnh bao qut, tn trg ng` #, nng ng, kin nhn, can m, c k nng xd nhm, kn ng vin ng`#, kn hc hi kinh nghim, c kn nhn ra cc in hnh v xu th fa trc. Phong cch l: 2loi gm nh hng nv v nh hng con ng` => ty theo tng nh hng s biu hin to nn cc nh lnh o c phog cch ring, v c khi tn ti c s dug ha of c 2fog cch chnh trn y - Nh l mang nh hng nv: mag tnh c on, quan tm n`n t chc v h of t chc v qu trnh h of t chc, t (ko) n cm ngh of nhg ng`xung quanh. - Nh l mag nh hg con ng`: l nh l c tnh qh con ng`, quan tm n`n cm ngh v trng thi of nvin. - Nh l c c 2fog cch trn: l lo nhm, c s quan tm va fi (dug ha) gia nv v cng`, a ra q khi nhn c s tn thnh of ng` lg. - Nh l ko thuc 2fong cch trn: gi l tnh th , tc l hon ton cho fp ng` lng t ch trg mi hnh ng.

10.2.4. Lo & s thay i CL Qu trnh thay i CLbao gm 3g: - G thg bng: hg din ra bt but tim n nhg nhn t c th to ra s thay i. - G f v: tin hnh tip nhn tnh hung mi khi cm thy s thay i l cn thit v kn thc hin. - G n nh: l trg thi cn bng mi sau khi thc cc hnh ng CL thay i iu chnh.

*Nh l fi nm c cc nguyn nhn chnh gy ra s thay i CL: + MT: thay i v nn kt, p lc ctranh, php lut +qh kd: s ht` cc lin doanh, qh lm n mi, ft sinh ctranh + Cng ngh: s ra i of cng ngh mi cng vi cch thc lm vic mi. + Con ng`: lng mi s c n~i hi v k vg mi, y l iu qtrg khi l thay i CL 5nhn t thnh cng: s gn kt; thay i s l; thay i iu hnh v CL lin kt; QT ngun nlc CL; hnh ng nh gi MT. 5nhn t thnh cng:s gn kt, thay i lo, thay i iu hnh v CL lin kt, qt ngun nlc CL, hnh g nh gi MT Chng11:kim tranh gi CL 11.1.KN,bn cht,qtrnh gcl 11.1.1.Kn,bn chtof gcl -nh gi CL l qu trnh o lng v lg gi cc kqu CL, thc thi n~h iu chnh m bo thc hin cc mtiu CL v p ng vi n~k thay i of MT. - Mch of nh gi CL bao gm: + Pht hin n~c hi mi v n trnh cc e da + Duy tr cc kt qu f hp vi mog mn of nh QT. + Gii quyt cc v tn ti + M hnh QTCL tng qut 11.1.2. Quy trnh nh gi Cl 1. X n~yu t cn o lng 2. Xd cc tiu chun nh trc 3. o lng kt qu hin ti 4.Ss kt qu hin ti vi tiu chun. (Nu kqu hin ti nm trg fm vi mong mn th qu trnh o lng kt thc y).

5. Nu kqu nm ngoi fm vi mong mun, fi tin hnh iu chnh bng cch ch ra: -Sai lch ch l sdao ng tnh c? - Cc qutrnh ag t/hin c sai ko? - Cc qu trnh c p ng cc tiu chun mong mun? - Hnh ng ko ch iu chnh sai lch m cn c th ngn nga s lp li n~sai lch ko?

11.2. Khung nh gi CL 11.2.1. ND khung nh gi CL :

11.2.2.o lng kqu thc thi CL h ny bao gm: -SS kt qu mong mun vi kt qu hin thc -iu tra n~sai lch so vi kt qu -nh gi ring tng kt qu v kim tra din bin qu trnh theo hng p ng mtiu CL ->Cc mtiu di hn v mtiu hng nm -nh gi CL da trn c s cc tiu chun s lng v cht lng. Vic la chn 1tp hp cc tiu chun chnh nh gi CL cn c vo qui m of cty, nghnh kd, CL v trit k KD. 1s v pht sinh do use n~tiu chun nh lg nh gi CL: -a s cc tiu chun nh lg nhm p ng cho cc mtiu di hn -Cc p2 tnh ton #nhau c th em li n~kt qu #nhau i vi n`tiu chun nh lg -N~xt on trc gic hu nh lun2 da trn n~c s cc tiu chun nh lg. -> tiu chun cht lg cng qtrng trg nh gi 6 cu hi nh tnh dng nh gi CL: 1. CL c f hp vi bn trg ko? 2. CL c thch ng vi MT ko? 3. CL c tng thch vi kh nng ngun lc ko? 4. CL c chp nhn mc ri ro no ko? 5. CL c khung tg hp l ko? 6. CL c tnh kh thi ko? V 1s cu hi f thm: 1. Cn i of cty v u t gia cc d n ri ro cao v ri ro thp c tt ko? 2. Cn i of cty v u t gia cc d n di hn v ngn hn c tt ko? 3. Cn i of cty v u t gia cc tt tng trng thp v cao c tt ko?

4. Cn i of cty v u t gia cc v #nhau c tt ko? 5. V mt XH, cc CL la chn of cty p ng n~ND no? 6. Cc mqh gia cc nhn t bn trg v ngoi ch yu of cty l j? 7. Cc tct ch yu p/ vi cl ra sao? 11.3. Cc h thng ttin v kim sot CL 11.3.1. Cc ngun ttin nh gi - nh gi CL cn fi c ttin v fi KHH ttin. c ttin fi c chi f thu nhp, x l v ptch ttin do n~li ch cn fi c i chiu vi chi f. Thng thng ttin cn thit thuc 2loi: 1. Ttin c cung cp n nh cho cc nh QT t ngun bn trg, bn ngoi of DN. 2. Ttin c thu thp cn thit cho v v tnh th b. H:KHH tt gcl

11.3.2. Cc c trng of h thng nh gi hu hiu - gcl fi p ng n~y/cu hiu qu c bn: +Cc hnh ng gcl fi kt, qu n`or qu t ttin u ko tt +Cc hnh ng nh gi CL fi c ngha. Chng fi c mqh cht ch vi cc mtiu of cty. +Cc hnh ng nh gi CL fi cung cp cho cc nh qtr n~ttin chun xc v cc nv m h fi kim sot v tc ng n. +Cc h nh gi CL fi cung cp ttin kp thi

- gcl fi c thit k cung cp c ton b tnh th din bin CL. Ttin c c t qu trnh nh gi fi bin thnh hnh ng v fi c chuyn n cho n~ni v c nhn cn n. - Qu trnh gcl ko c qu thin v cc q m fi khuyn khch s hiu bit ln nhau, lng tin v thc cng ng. 11.4. Thit lp kim tra CL v cc qui tc ch o ktra CL 11.4.1. ND ktra CL - Theo hip hi k ton M: Kim tra l qu trnh tp hp v nh gi #h quan cc q v cc hnh ng v s kin kt nhm x mc f hp gia cc q ny v cc tiu chun thit lp v truyn n~kt qu cho ng`cn use. - Ktra CL l loi hnh ktra qtr bao trm ton b cty v cung cp s nh gi r rng tnh th CL of cty. I. Tnh th hin ti Kt qu thc hin Tnh hnh CL II. Cc nh QTCL - Hi ng qtr - Gii qtr cao cp III. MT bn ngoi (c hi v nguy c) - MT XH - MT nghnh IV. MT bn trg (im mnh v im yu) - cu trc t chc - vhdn - Cc ngun lc chc nng: mkt, ti chnh, n/c v pt, nghip v (sx,dv), qtr ns, h thng ttin V. P tch cc nhn t CL - Nhn t c bn bn ngoi v bn trg /h ln n kt qu hin ti v tng lai.

- S f hp of nv v mtiu vi cc nhn t v v CL VI. Phng n CL - Kh nng p ng cc mtiu of qu trnh ttcl - Cc CL kh thi: 2 v kh nng trin khai VII. xut VIII. Thc ti - Ctr`thc thi - Ti chnh v ngn sch trin khai ctr` - Qu trnh h i vi tiu chun mi IX. nh gi v ktra - H thng ttin hin ti - S f hp of thng s (s o) kim sot vi k hoch CL 11.4.2. Cc nhm ktra CL Cc nhm ktra Cl bao gm: - Nhm c lp ch yu l n~t chc kim ton xh hp php.H cung cp cc dv cho cc t chc v thu tin cng dv. Cc nhm c lp use 1tp hp cc tiu chun kim ton chung - Nhmchnh f:cc nvin kim ton of chnh f, c trch nhim m bo cho cc t chc h ng Pl v ch ch/sch of NN. - Nhm ni b: n~nvin trg cty c trch nhim bo v ti sn of cty, m bo cho cc qtrnh kd f hp vi thc tin. 11.4.3. QTCL hiu qu - QTCL trg dn l qu trnh ns hay giy t? - QTCL ko c tr thnh b my vn fng cng nhc. Thay vo , n fi l qu trnh u t hc hi lm cho cc nh qtr v nvin trg dn quen vi cc v CL ct li v cc p/n kh thi gii quyt cc v ny. - QTCL hiu qu fi m rng s hiu bit. S ham thch n/c ttin mi, tng mi v k/n mi l cn thit.Phi c thc hc hi trg mi thnh vin of t chc.

-Ko c dn no c ngun lc v hn. Sai lm nghim trng i vi cc nh qtr l theo ui qu n`CL trg cng tg, do , phn tn cc ngun lc of dn mng n mc mi CL u c nguy c tht bi - Cc q CL fi cn i (time, ni dung, thi v thc ch quan). Qtr DNNVV Chng 1:Tng quan v DNNVV v qtrnh thnh lp DNNVV 1.k/n, vai tr, 2 DNNVV 1.1.k/n v phn loi -theo iu 3 chng 1 Ngh nh 90/2001/N-CP v tr gip pt DNNVV (23/11/2001) -DNNVV l c s sx kd c lp ng k kd theo php lut hin hnh, c vn u t kd ko qu 10 t ng or s l TB nm <=300 ng` -Theo hnh thc s hu: DN t nhn, DNNN, DN c vn du t nc ngoi -Theo a v php l: DNTN, cty c fn, cty TNHH, -theo quy m: DN siu nh, DN nh, DN va -theo ngnh ngh, lnh vc kd: DNSX, DNTM,DNdv 1.2.Vai tr of DNNVV -to cng n vic lm: VN, hng nm cc DNNVV thu ht hn 90% L mi vo lm vic -ng gp vo GDP: nm 2005, DNNVV ng gp 45% GDP of VN -ng gp vo ngn sch quc gia -to ngoi t qua xut khu: hn 80% DN tham gia xut khu l DNNVV -to lp mlh cht ch vi cc cty NN, cc tp on a quc gia -gn gi v pt cc ngnh ngh truyn thng -MT o to cc doanh nhn tr -C s kt ban u of cc DN ln 1.3.c im of DNNVV

-Vn nh: VN hin nay, c gn 50% DN c mc vn< 1 t ng, 75% c vn<2 t ng, 90% c vn< 5 t ng -L hn ch c v s lng ln cht lng: VN, 1 DN nh in hnh c khong 19 L, DNV c khong 112L; trg s 25% L c chuyn mn ch c 6%L c trnh C-H, 2% ch DN c trnh H -C s vt cht k thut lc hu -c cu t chc gn nh: nguyn tc t chc: gn vi mtiu, tp trung, tinh gim, phn cng nhim v r rng -Chu k sp ngn: nh nhanh, thng nhanh v chuyn hng nhanh 1.4.Thun li v k2 of DNNVV a)Thun li -D dng khi s -Kh nng thch ng vi bin ng tt -D thu ht L vi chi ph thp -D pht huy bn cht hp tc sx -t xy ra xung t gia ng`l v ng`use L -D to ra s pt cn bng gia cc vng -D pht huy tim lc of tt trog nc b)Kh khn -thiu vn, tip cn vn ngn hng kh -qui m hn ch, thiu tnh bn vng -i ng cn b ql n`hn ch v chuyn mnv k nng ql -nng lc ng dng cng ngh hn ch -thiu mt bng sx kd n nh, lu di -s yu km v thng hiu 2.Cc g pt of DNNVV 2.1.G khi s 2: Dn cha c v th trn tt; chi ph n`; b my t chc ql cha n nh, cv kim nhim n`, cc th tc, ch/sch, quy tc cha ng b v y

2.2.G trng thnh v pt DN d c ch ng trn tt, chi f mkt v BH tng; c cu t chc n nh 2.3.G bo ho kh nng khai thc of DN trn khu vc tt hin ti t mc ti a. DN cn a dng ho ngnh ngh kd, tm hng pt mi 2.4.G suy vong V th DN trn tt suy thoi, vn ng hng ho ln, kh nang tiu th km, DN c nguy c ph sn 3.Qtrnh thnh lp DNNVV -Trc khi bt du khi nghip, cn nh gi k lng n~nhn t c th em li thnh cng v gim thiu kh nng tht bi. N~ng`thnh cng trg iu hnh DN of chnh h thng t im cao trc n~yu cu sau: +thc s mong mun t ch +amm trg cng tc iu hnh DN +tp trung vo 1sp/dv chuyn bit p ng c yu cu of k/h +tng c kinh nghim kd +c kin thc c bn v k ton v kim sot dng tin t 3.1.Tm kim tng - Hy x 1tt c th v n lc p ng tt tt , ko nn m u vo tt c qu thch thc.Tt hn ht l nn tn dng 1c hi kd ko qu ri ro v tp trung vo 1tt va phi -Nn trnh thm nhp vo cc tt hng ho v cc tt ny, cn phi hon ton ctranh=gi c v ct gim chi f n mc thp nht th mi c th tn ti -rt n`ca hng bn l fi ng of v ko ctranh ni vi cc ca hng khng l,in hnh l chui siu th of Wal-Mart cung cp n`chng loi h2 vi gi c fi chng hn. N~DN cung cp dv c xu hng c c Sc mnh gi c hn cc DN sx. Sc mnh gi c c hiu l kh nng gim thiu ri ro b mt tt bo bn c th ch ng tt hn lng trung thnh of k/h. trog lnh vc kd dv, s l

cho thu cng c hay sn sa nh, k/h sn sng tr gi cao cho 1dv chuyn nghip v tin cy hn hn l ch chm chm tm kim cc dv c gi thp hn 3.2.Lp d n khi nghip-k hoch kd -mch chnh of vic lp k hoch l nh gi c th mi kha cnh kt of cv kd. K hoch ko ch gip DN x v tp trung vo cc mtiu m cn gip DN trg vic vay vn hay thu ht u t. ng thi h hoch kd cn gip DN c c li khuyn qu bu t mi ng` -Hu ht cc DN mi khi nghip u b qua bc qtrng ny v h thiu kinh nghim cng nh kh nng a ra 1k hoch hiu qu. khuyn khch cc DN ko b qua bc ny c 1website h tr c thnh lp m ti c cc mu k hoch kd sn, DN ch cn in tt vo v in ra l c 1bn k hoch kd y v hu ch 3.3.La chn hnh thc php l -C rt n`lut iu chnh h of DNN. Bi v lut kd cc nc rt #nhau nn vic thu lut s t vn xin giy fp kd l rt cn thit. Trg mi TH ban u lut s u t vn min f cho bn, cn c vo bn cnnhc c nn thu h hay ko. - n`quc gia, cc DN fi la chn hnh thc php l cho DN of m`. Cc hnh thc f bin nht l: DNTN, CT TNHH, CT CP, v cc hnh thc lin doanh. Mi hnh thc u c quy nh v trch nhim php l cng n~quy nh of TW v a fng km theo. V vy, 1ln na gii thch ti sao bn cn n t vn lut -Cty t nhn l cty do duy nht 1ng l ch s hu. Ng ny chu trch nhim v hn i vi tan b khon n of cty v li nhun or phn l of cty s c th hin trg bn k khai thu thu nhp c nhn of ng ch cng vi tt c cc khon thu nhp v chi ph #thng bo co (mc d c th hin 1bn k ring). Mc d loi hnh cty t nhn trnh c chi ph cho vic thnh lp cty hp danh hoc c phn but n`ng thng chn loi hnh ny v h k thng tho v cc loi hnh dn #.

-Cty hp danh th mi thnh vin i tc chu trch nhim v hn i vi cc khon n of cty. Thu nhp v chi ph c ghi li trg 1bn k khai thu ring but mi thnh vin i tc khi ch bo co phn li nhun hoc l of dn tng ng vi phn vn m h gp trg bn k khai thu c nhn of mnh. -Cty c phn l cty m cc nh u t ch c trch nhim mc hu hn. Tr n~iu lit k di y, k c c ng no trg cty phi chu trch nhim i vi cc khon n of cty; cc ch n ch c th use ti sn of CTCP thnh ton cc khon n. Cty t khai bo thu v tr cc khon thu t thu nhp of dn. Nu CTCP dng 1phn thu nhp of m` tr c tc th Cty s k khu tr phn c tc ra khi bn k khai thu but n~ng nhn c tc phi tr thu cho phn c tc m h nhn c cho d CTCP ng thu thu nhp dN. 1CTCP c1s li ch v thu chng hn nh vic khu tr tin ng BHYT -Cty TNHH l cty trg tt c cc thnh vin ch c ngha v hn ch but n li c xem nh 1cty hp danh trg vic np thu thu nhp. N c th c ql bi tt c cc thnh vin or vic ql c tp trung vo 1 hay n`hn thnh vin. 3.4.Xc tin thnh lp DN a)Tm kim i tc lm n - cng ng s cng an ton. Vy hy lin kt lm n bi v thay v ch c 1 ci u suy ngh bn s c 2. Thay v ch c 1m` xoay s mi vic s c 1ng nghip y nng lc v nhit huyt h tr.Bn ko cn phi c mt cty trg ton b tg. Bn s c thm ng trng nom cv, chia s cv vi bn, cho php bn c th i ngh v ngh trg TH m au.Bn cng c thm 1ng nghip vi ng lc lm vic cao, ko ch n thun l ng lm vic hng lng. iu thun li na l i tc s mang li n~k nng b sung. Nu bn giu kinh nghim trg sx th bn nn tm 1 i tc gii tm u ra. Trog 1s TH, bn li cn tm i tc gp vn v chia s ri ro ti chnh trg qtrnh thnh lp v h of cty. -n` kin fn bin li cho rng vic lin doanh cng c ngha l li nhun b chia s nu vic kd thnh cng.Bn s phi chia s s ghi nhn/cng nhn c c tg TH vic kd thnh cng.Bn c th mt ton q` kim sot cty, b nu bn

v i tc gp k2 trg vic ra q vic a ra q b chi fi bi n` ng`. Kh nng xu l khi c 1 i tc nng lc thp v quan nim cng nh tp qun lm vic #bn.i tc cng c th l thm ha nu n~xt on of h ko chnh xc.Ri ro na l bn c th b nh bt ra khi cty v nu nh bn v i tc ko ha hp th c th dn ti vic1 ng s mua li phn of ng kia trg cty.N~quy nh v vic lin doanh nn c tho thun = vn bn ging nh tho thun v mua bn fng n~TH c tranh chp xy ra hay khi 1trg 2 i tc b cht or ko cn nng lc kd - 1s iu cn phi cn nhc khi q 1ng no c th tr thnh i tc tt hay ko l: bn v ng c cng s thch, c cng mtiu chung trg vic iu hnh cty v c chung or c quan im mnh m b sung cho nhau. N~ kh nng #nhau c th cho php bn cp cho mi i tc 1q`ph quyt i vi n~ q qtrg lin quan n lvc m h c th mnh nhm gip duy tr s n nh v xa i n~bt ng. iu cui cng, bn cng c th mun xem xt vic c nn a ra tha thun v vic mua bn phn vn gp trg TH xy ra tranh chp v ng mua s tr cho phn vn gp of ng bn nh th no (v bn c nn mua bo him cho vic mua bn ny trg TH i tc qua i). b)Hc hi kinh nghim of tct -s c li nu bit tn dng c kinh nghim of i th=cch hc hi CL mkt of h nh ngh thut BH, CL gi c, qung coHy chn ra n~i th thnh cng , tm kim v hc hi h ng thi vch ra n~tiu ch nh gi mc sn sng of bn. Cc tiu ch c th bao gm: +C fi mtiu of k/h l s thun tin, gi c fi chng, cht lng, dv +bn ang tp trung vo cc sp/dv c th hay c bit ho +Bn c cng c TM t cn thit nh Website cty hay cc dv qung co sp trc tuyn hay cha +Nu bn chu, liu ch/sch nh gi ch s tn dng of bn c hay cha +bn iu tra tt v sp of m` trc khi trin khai CL mkt rm r cha

+Chu k tin mt 1nm of bn c m bo tin lun c d tr trg ngn hng trg g khi nghip hay ko? Chng 2: Xd CL v k hoch kd 1.X mtiu CL 1.1.mt g khi s Thm nhp tt, to doanh thu 1.2.mt g tng trng v pt ti a ho doanh thu v li nhun, m rng k/h 1.3.mt g bo ho v suy thoi: tit kim chi f, sp xp li b my t chc gn nh hn 2.Xd CL trg DNNVV 2.1.k/n, phn loi CL a)K/n: CL c hiu l tng hp cc mtiu di hn, cc ch/sch v gii php v sx-kd, v ti chnh v nhn s nhm a h kd of DN pt trn 1trng thi cao hn v cht b) Cc c trng c bn of CL -time thc hin tng i di>3nm -cc gii php CL ch mang tnh nh hng -Mi q CL du tp trung v ng`cao of DN -CL c xd trn c s cc li th ctranh of DN c)theo M.Porter, c 3 loi CL i vi DNNVV -CL tp trung:nh hng tha mn nhm k/h hoc on tt mtiu x -CL #bit: To ra cc sp/dv m ng TD coi l duy nht theo nh gi of h -CL ti thiu ho chi f: bng mi cch sx sp/dv vi chi ph thp hn tct 2.2.Qtrnh xd CL *xc lp cc li th ctranh: +Cc k nng b sx sp cht lng cao +cung cp cc dv hu mi

+v tr h thng ca hng bn l thun li +cng ngh mi cho vic pt sp +i ng BH c k nng chuyn mn cao -nng sut, cht lng, s phn hi tt of k/h cng vi s ci tin i mi l cc nhn t ch yu c c LTCT *x cc gii php CL to dng li th ctranh: Chng 3:QT cc h tc nghip 3.1.QT h sx 3.1.1.QT cc yu t u vo (nguyn vt liu) -Xd k hoch t hng v d tr nguyn vt liu:p2 EQQ,JIT. Bao gm cc h cn thit a nguyn vt liu n ni sx, thng qua qu trnh sx, ra khi h thng PP v n tay NTD. -p dng h thng cung ng JIT tit kim chi f gi hng tn kho thng qua vic chuyn nguyn vt liu n cty ng lc cn a vo qu trnh sx *Trnh t mua hng Bc1:X cv kd of bn cn g Bc2:Thu thp ttin v cc nh cung cp Bc3: Tip xc vi cc nh cung cp Bc4:La chn nh cung cp tt nht Bc5:t hng Bc6: Kim tra h2 khi nhn hng Bc7: Kim tra ho n Bc8: Thanh ton -QT d tr nguyn vt liu:P2ABC 3.1.2.Theo di qtrnh sx a.Hoch nh cc ngun lc cho sx: -Hoch dnh cc ngun lc cho sx l vic a ra cc q v klg, sp, tg sx trg 1tg lai ngn hn v trung hn (t3->18 thng). -Cc p/n use cc ngun lc:

+x lg tn kho +c nn thay i lc lg l thch ng v t hng, cn tuyn thm nvin k? c nn use nvin tm thi k? c nn use cc nh thu l gii quyt cc n t hng k? thu gia cng? tng gi gim bt nhu cu tt k? ->P/n use lg tn kho:p/n CL tn kho gia tng lg tn kho. u l ch ng trg sx, BH. Nhc l chi f s tr tng c nguy c ng hng ->P/n sx ngoi gi quy nh:tng ca, tng kp.Nhc:tng thm lng do lg ngoi gi>lg trg gi->CP tng->li nhun gim. Sc p v mt tm l do lm tng gi lm CN ko p ng c. ->P/n sx=hp ng f:k hp ng vi cc dn #.P/n to ra s linh hot cao but c nhc l k ql c chlg sp ngoi->k m bo chlg->b tr li hng; CP cao do thu thm; d b mt k/h do bn th 3 li ko ->P/n thu l theo thi v ->P/n tng gim l theo nhu cu : chp nhn s bin v nhu cu:CP v l cao do CP tuyn dng, to cao; ng`l trg dn c tm l bt n ->P/n tng gim gi theo s tng gim nhu cu ->P/n hp ng chu:dn cng lc k n`hp g, hp g no n c thh xin gia hn ->P/n t chc sx n~sp i trng b.Sp xp trnh t cv trg h sx C 4nguyn tc sp xp trnh t cv -CV theo n t hng trc th lm trc->cv c tg thc hin ngn th lm trc>cv c thi hn hon thnh sm th lm trc->cv c tg thc hin di nht th lm trc. y l cc nguyn tc u tin theo th t tg hon thnh TB 1cv (Ttb)=tng dng tg/tng s cv s cv th/h TB(Ntb)=tng dg tg/tng tg sx Tg tr hn TB(Tth)=tng dg tg tr hn/tng s cv. c.Cc p2 ql cv *P2 biu Gantt

-tg p dg:ctr`sx n gin, t cv, ctr`sx dv ngn hn -Mtiu:a cc ngun lc vo sx 1cch hp l f hp qtrnh sx v t c tg theo y/cu -P2 th/h:+biu din cc cv v tg lm vic theo phng nm ngang vi 1t l nh trc. +lch trnh cv c th lp theo kiu tin ti t tri qua fi theo ngtc cv no cn lm trc xp trc, cv no lm sau xp sau theo ng qtrnh cng ngh Nhc:k thy c qh f thuc, k thy c cv no qtrg, k thy c p/n ti u tng tg min, k p/ CP *P2 s Pevt: -tg:ctr`c qu n`cv fc tp,tg #nhau, im xut ft #nhau -Kim sot chi f sx -Kim sot f liu v cht thi:cn n/c:s fc tp of sp,k of thit b sx, k nng v kinh nghi of cng nhn, kh nng tn dng f loi 3.1.3.Kim sot cht lng sp -Kim sot cht lg d dang -Kim sot cht lg hon chnh 3.2.QT cc h BH 3.2.1.Thit lp mng li BH -Xd c cu t chc BH *X im BH: Bc khi u trg vic kd l quyt nh xem bn s sng u v dn of bn s t u. Bn cng c th c c hi chuyn n 1 ni m vic sng v kd u tuyt vi *Tiu ch i vi dn sx, kho bi, cng nghip: -C th m rng trg tng lai -Thun tin cho nvin -Thun tin giao thng -C sn lc lng l -C s h tng ph hp

-Thun tin cho h thng vn chuyn v giao hng nhanh *Tiu chi i cc dn bn l Mi dn bn l hay tm u c n~tiu ch ring of m. vd, 1ca hng bn bnh cn 1v tr thun chiu trn ng i lm. Mt #, ca hng bn ru cn c v tr pha bn ng theo chiu t ch lm v nh. -Chn 1loi trung tm ph hp (ln, mini hay dy hng). -Ttin v nhn chng hc, thu nhp of n~ng xung quanh. -Mt giao thng: t v ng i b. -K/h phi bit rng bn c mt . H c th nhn thy ca hng of bn. Thng thng th pha cui hoc gc ng l n~v tr tt hn. -Li i v vic xe: m bo ni xe thun tin v ch. Hy trnh n~ph c use di phn cch or ph giao thng 1chiu. K/h thng thch cc ca hng c bi xe pha trc. -K/cch vi tct. DN c v tr cng gn cc i siu th th vic kd cng tt. -K/c vi nh cung cp. -Hng pt of khu vc. -k v ph thu a im. -Mc y of cc thit b, ga, nc *1 s iu cn nh khi chn a im: -Chng c ci g gi l a im tt cui cng cn st li. -Vic bt chc n~tiu ch chn a im of cc i th thnh cng s gip cho dn trnh c n~sai lm -Nu dn ang xd 1lat ca hng, ng bao gi thu a im th hai cho n khi vic kd a im th nht c li v c chng minh. -Vic bn tr tin thu vi gi hp l 1a im l tng cn hn l tr 1tin thu cao cho 1ni bnh thng. -Ko nn qu ph thuc vo n~v mi gii a c trg vic chn a im cho bn. -Li xe qua cc tuyn ph v i do quanh khu bn sng l 1cch hay khi tm kim a im 3.2.2.To ng lc cho nvin BH -i ng ti chnh:Tin lng,Tin thng,C fn, F cp, Tr cp -i ng fi ti chnh: i ng thng qua cv, i ng thng qua MT lm vic

VD:C ch/sch tuyn dng vi c cu lng, ch thng v c quyn. -Lin tc cp nht n~k nng cn thit of 1 nvin mi. -Duy tr lch hp vi nvin tho lun v ttin sp, k thut BH v dv k/h. 3.2.3.Kim sot kt qu h BH *nh gi kt qu BH *nh gi thnh tch of nvin BH -Yu thch n~g h lm -Kh nng hc hi nhanh vi tnh tm ti m mang kin thc -To ra 1 h/ thn thin v tch cc -Thch lm vic vi con ng cng nh c mqh tt vi mi ng -Sn sng gip k/h cng nh cc ng nghip -C tham vng v c suy ngh rng 1 ngy no h s c c v tr nh bn 3.3.QT cc h mua hng 3.3.1.Tm kim v la chn nh cung ng -Ptch tt mua hng -X tiu chun la chn nh cung ng 3.3.2.Thng lg v t hng -Cc quy tc mua hng c hiu qu 3.3.3.nh gi kt qu mua hng *Danh sch cc vic cn lm khi mua -Ch mua n~th m bn ngh bn c th bn li. Never t hng nu ko bit v gi c v cc k i km.-n t mua hng phi c lm thnh vn bn. -C y cc thng s k thut. -Mua cho cc phng n d phng of bn. -C cc ngun d phng. -Hy trung thnh vi n~nh cung cp tt. -Cc cam kt v n~ci b sung, ph tr c chng thc trn giy. -Tm s bo m v gi. -C gng dnh hp ng cho ng b thu thp nht. -Ko nn ngi vic thng xuyn lin lc vi cc nh cung cp tin hnh vic mua bn cn thit.-Thng bo v n~iu than phin. -Use h thng kim sot ni b i vi vic t hng v nhn hng. -m v kim tra mi th

khi nhn c. -Use h thng kim sot hng tn kho. -Yu cu v use cc iu khon gim gi. -Thanh ton ng hn.-Ch thanh ton sau khi c xc nhn. -Ch ti dng tin mt of bn. -Xem cc nh cung cp nh l 1 ngun cp v ti chnh. -Tt hn l thu ht v khin cc nh cung cp lm theo cch of bn hn l p h. Hy i x tt. Chng4:QT nlc 4.1.Cng tc tuyn dng 4.1.1.Cc ngun tuyn dng nlc -Ngun bn tr:cc DNNVV thng u tin ngun tuyn t bn trg do chi f thp -Ngun bn ngoi:sv mi tt nghip, thc tp sinh, l qua cc tt vic lm, ng vin t np n xin vic:nhn chung l c trnh hn ch, kinh nghim t 4.1.2.Thng bo tuyn dng -Knh tuyn dng chnh:bo ch, internet, ng`quen gii thiu -ND thng bo:tn dn, tn v s lg v tr cv, m t cv, a im v thi hn np h s -Hnh thc thng bo:r rng, chi tit, d hiu 4.1.3.T chc thi tuyn -S tuyn:la chn h s trn 1s tiu ch:tui, tr, kinh ngh -Phng vn trc tip:nhm tm hiu v ham mun v ng c tm vic 4.1.4.Hi hp nvin mi -ND hi nhp:gii thiu v dn v lnh vc kd, gii thiu ng ngh v k lm vic,ni quy lm vic v quy ch tr lg -Cch thc:hng dn, gii thiu, km cp 4.2.Cng tc o to ns -S lg nvin o to hn ch -ND o to n`, chi tit -Ngn sch eo hp -Ns ssau o to thiu n nh

4.2.2.Cch thc t chc o to -o to bn trg dn:t chc cc kho ngn hn, nvin c kinh ngh km cp nvin t kinh ngh -o to bn ngoi dn:cc kho hc ngoi gi lm vic vi chi f thp, khuyn khch cc hnh thc t o to, to t xa, to qua mng 4.3.Cng tc i ng ns 4.3.1.Cc hnh thc i ng ch yu -ng trc tip:lg, f cp -ng gin tip:tr cp, n tra, i li -ng tinh thn:cv f hp, n`thch thc, MT lm vic 4.3.2.nh gi thnh tch -Qtr`:trn-di, di-trn -Cch thc:thng xuyn, nh k -P2:cho im, ss cp i, quan st, QT bng mtiu Chg5:Tmkim,huyg,ql vn 5.1.X nhu cu vn kd of dnnvv -Mch:x nhu cu vn kd of dn s gip dn c k hoch chun b kp thi v ng hg, p ng vn trg sut qtr`kd -Nhu cu v vn l #nhau trg mi g pt kd of dn 5.1.1G khi s -G xd c bn v ra mt tt->nhu cu vn u t ban u:th nh xng, my mc, thit b, thanh ton cho nh cung cp, mua nguyn vt liu cho sx, qung co, trang tr, khuyn mi, chi f xin giy fp h, f bo him, cc f #lin quan n h kd ban u. 5.1.2.G pt -G dn c ch ng trn tt, dn tp trung vo vic pt sp v dv, doanh thu of dn tng ln ng k, tt nhanh chng c m rng v s ctranh tr nn khc lit>nhu cu vn m rng kd:thu thm l, tng CP qung co, xd nh xng, mua cng ngh mi, u t my mc thit b cho sx mi hay pt sx.

5.1.3.G Chn mui(Bo ho) -Doanh thu bn t mc cao nht, s lg k/h l ln nht, dn c thm k/h mi t cc tct ch ko fi do vic m rng tt, CP thp, li nhun ti a.->nhu cu vn u t cng ngh k thut, nng cao chlg sp, ci tin mu m, qung co =ch/sch gi c(gim gi) nhm gi v tng th fn 5.1.4.G suy thoi -Ctranh khc lit, doanh s BH gim, sp k c tt chp nhn na(nhu cu bo ho or sp mi thay th)-> n ch trg vo vic ci tin dv, mu m sp, ch/sch gi c thu hi vn kd 5.2.Tm kim ngun vn 5.2.1.Ngun c nhn -Ng sng lp(ch dn):vn g gp chim>=50% -C g -Nh u t quantm n loi hnh kd of dn(thng qua ng trung gian) Uu im:thu ht c ngun lc ln Nhc:cjia s q`lc, q`kim sot dn 5.2.2.Bn b v ng thn Cn ch : -Coi n~khon vay ny ging n~khon vay ngn hng(ghi ra thnh vn bn, tho thun li sut, c ti sn th chp nu cn) -Yu t tnh cm, lg tin, trung thnh tr thnh vt th chp v hnh. Liu ch dn c sn sng mt i n~ti sn hay ko nu c ri ro xra -Uu:D dng, ko mt tg cho cc th tc fp l -Nhc:qh bn b, gia nh, cv kd ko tch bch 5.2.3.Cc nh cung cp -Tn dg tm t cc nh cung cp +Thanh ton tr chm. +Gim gi hng.vd:chit khu 5% nu dn nh thanh ton tin hng ngy

+K gi hng:nh cung cp chuyn hng n cng vi t hay gian hng trng by, dn ko mt CP mua hng m cn c hng 1khon hoa hng khi bn c hng -u: CP use vn thp -Nhc:dnnvv c nguy c f thuc qu n`vao nh cung cp 5.2.4.Cc ngn hng tm -Vay ngn hn(<1nm)thng c use trang tri cc ft sinh ma v, thanh ton tin hng lu kho -Vay trtung hn(2-4nm):thng c use mua sm ti sn c nh, trang thit b. -Vay di hn(>5nm):thng c use cho vic xd, nng cp nh xng, mua t. Tuy nhin vay di hn l rt k2 i vi dnnvv, dn thng fi m bo=chnh ti sn mua c -Ti sn c thanh ton:nu nh cc ti sn ny c dng th chp u:ngun tin mt di do Nhc: bank k fi lc no cng sn sng cung cp vn vay cho dn, th tc fp l fc tp 5.2.5.Hng lin doanh vn Cc dn c quy m ln mun gp vn kd cng dnnvv c h kd tt, li nun cao, vi ngun vn tng i ln do dn lin doanh l ln. S lin doanh ny k ch l gp vn m cn v uy tn thng hiu, kinh ngh kd of dn ln. K fi dnnvv no cng c c s lin doanh vi dn ln Nhc:fi chia s li nhun, c th b kim sot v mt ti chnh>kim sot h kd->b thu tm 5.3.Lp k hoch ti chnh *X cc khon u t ban u -xd c s h tng:phn xng, nh kho, vn phng, ng x.. -Ti sn c nh: my mc

-Ti sn lu g:nguyn vt liu, lng ng l, tin in, nc, h2, thu, li vay *Danh sch cc cv k ton v kim sot dng tin mt: -Chun b cc bn bo co ti chnh nh k; t nht l hng thng or thm ch hng tun. -Theo di t l %chnh v thu nhp. Nu h trg lvc sx, t l % of gi vn hng bn phi tng t nh of cc tct trg cng lvc. -Ss bo co thu nhp of k ny vi cc k trc . -Ngay t ban u, cn duy tr tt vic kim sot ni b -Kh nng thanh ton kg ng ngha vi vic kim tin. Bn c th kd c li v vn c th ph sn nu thiu tin mt. Thng xuyn kim sot dng tin mt. -Hy nhn v tng lai v lit k danh sch n~nhu cu ti chnh bao gm bt ng sn, my mc thit b, nvin v vn lu ng. -B tr cc ngun lc ti chnh tt trc khi nhu cu xut hin *Lp bng cn i k ton 5.4.ptch hiu qu h kd -ptch kh nng thanh ton chung -pt kn thanh ton nhanh -pt ch s c cu ngun vn -pt t l li rng/doanh thu thun -pt vng quay hng tn kho *10cch cai thin lu lg Tin mt Bt c ch dnnvv no cng bit, duy tr c dng chy ti u tin mt tt cn phi gii tung hng trn mi mt trg kd, qun l cht ch cc khon phi thu, ti vic tng hn mc n tn dng, cho ti vic qun l hng tn kho. iu ct yu gip cho vic qun l dng tin c hiu qu l phi iu ho c dng tin chy vo v dng tin chy ra trg dn. Vic ci thin dng chy tin s lm gim s vn c nh, m bn cn u t cho cv kd. 1dng tin tng trng n

nh cng gip nhn thy trc c 1mu hnh kd, iu ny lm cho dn s d dng hn trg vic lp k hoch v ln ngn sch cho vic pt dn trg tng lai. Di y l *10 cch bn c th lm ci thin dng tin of dn: -T chc lch ra ha n -Tn dng ti a cc hn mc mua chu -Tn dng li ch of cc khon thng/ chit khu thanh ton -Cn i lng k/h -Kim tra gi bn of bn -K mua tt c cng 1ni -T chc hp tc mua hng -Thng lng li cc hp ng bo him v cc ch/sch of cc nh cung cp # -Kim sot cht ch lg hng tn kho -Cn nhc vic i thu thay cho phi mua BN K HOCH KD MUWIDGET CORPORATION PHN 1: Tm lc v Cty M t s lc v cty ca ti Ti d nh kd ton b cc thit b cho phng tm bao gm chai ng nc ra tay, khay ng x phng, gi bn chi nh rng, mc treo m v gi treo khn tm. Lot sp ny s c thit k ti vn phng ti nh ti v c sx v ng gi Trung Quc. Tt v k/h mtiu K/h ca ti l n~ chui ca hng bn gim gi vi tnh hnh tr n tt v c lch s thanh ton ng hn. N~ chui ca hng ny bao gm Albertsons, Costco, Fleming, Wal-Mart, K-Mart, Target, v 1s ca hng c chn #. Xu hng pt trg lnh vc kd ny

Ttin ny s cn c tp trung vo sp m bn d nh kd. Bn c th dn chng bng cc ti liu t cc ngun tm v tc pt d bo v ngnh kd ca bn? Nu ngun ttin trg ngnh k c, bn s cn phi a ra gii thch ph hp v xu hng pt v tim nng ca tt m bn nh tham gia. Phn ny s cung cp ttin cho bn v n~ ng hu thun cho bn liu tt ca cc sp m bn d nh kd ang pt hay ang suy thoi. Quyn nh gi Ban u ti k thch th vi quyn nh gi trg vic mkt cc sp ca Widget. Chui ca hng bn gim gi l k/h ch yu quan tm n mc gi ny. t c chi ph thp hn so vi cc i th ca mnh, ti d nh thc hin cv sau y: _______________________. Mch cui cng ca ti l xd 1h thng tht c o v cao tnh hiu qu k/h sn sng tr vi gi cao. Mtiu lu di ca ti l to dng 1tt k da han ton vo gi c. Tnh c o ca n bao gm ____________. PHN 2: Mch v Con ng T lu ti c k hoch lu di v vic kd ring use n~ kin thc kd c trng m ti c c. Mi quan h kd m ti xd bao gm vi cc nh cung cp, n~ ng mua hng ca cc knh gi r v cc ngun sx. H l: ______, _______,_______. (Lit k danh sch v gii thch chi tit v vic h s gip bn nh th no). L do ti tin rng cc k hoch ca mnh kh thi l: __________. Ti l ng ph hp nht nm bt c hi ny bi v __________. Hin ti ang c n~ iu kin c bit thun li ti khi u vic kd l: ___________.

Con ng Kinh nghim lm vic lin quan ti cv kd d nh tin hnh Kinh nghim lm vic ca ti nh sau: 1995 1998: Chc v__________ ti cty________. M t chi tit cv thc hin: ______________________________________ 1998 2000 Ph trch sp ti Cty XNK ABC. M t chi tit cv thc hin: ______________________________________ Ti lit k 1lat n~ iu a thch trg cv v tnh cch trg Exhibit A Ti cng c n~ mi quen bit ti Hong Kong v Singapore v h sn sng gip ti trg vic thit k, sx v ng gi cc sp ca WIDGET. Hai h thng ca hng bn gim gi cng yu cu ti thuyt trnh cho h. Trnh hc vn v cc chng ch v gio dc BNG CP: Qu trnh hc ph thng ca ti: _________ tt nghip trng trung hc __________. Qu trnh hc i hc ca ti _____tt nghip i hc _____________ chuyn ngnh ____________ nm________. Trg tg trng________ ti tham gia cc hot ng sau (hi sinh vin, hi nam/n sinh, cc cu lc b,....) Ti cng tham d cc kha hc v hi tho sau: Khi s dn, Internet, ________________, _______________.

thch

ca

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Qu trnh hc tp ca ti vn ang tip din vi vic t cc tp ch: Wall Street Journal, Plastics World, .... Ti cng tham gia vo cc hip hi v t chc ngh nghip sau: Hip hi Quc gia cc Nh Nhp khu, Hi ngnh ngh,.... PHN 3: Giao tip My vi tnh v cc phng tin giao tip Ti c k hoch use tt c cc my tnh v thit b truyn thng sn c, a mnh ln ngang hng vi cc i th ln. Sau y l n~ thng s k thut v ngn sch tm thi cho n~ thit b ny. Yu cu v ngun lc: Truyn thng, in thoi, Bo ch My fax, My vi tnh, Internet PHN 4: T chc v bo himC cu t chc Ti d nh s chn loi hnh dn ca mnh l cty. Mong mun ca ti l pt Widget ln thnh 1cty ln vi tm qt. Chi ph ban u v v sau cho vic vn hnh 1cty s l chi ph kd cn thit. Thm na, do vic iu hnh cty 1cch chnh xc s to cho ti 1s trch nhim gii hn nn ti cho rng y l loi hnh kd ph hp cho mnh. Ti tin tng giao tt c cc cv lin quan ti vic thnh lp v duy tr cc giy t s sch ca cty cho lut s ring ca mnh. Cc chuyn gia t vn chuyn nghip

Ti tin rng iu quan trng l nhm cc c vn chuyn nghip ca ti phi c thu xp trc khi bt u kd. Danh sch cc c vn ny bao gm: Lut s: Suzie Catchum K ton: Norman Numbers i l bo him: Paul Premium Ngn hng: Douglas Deeppockets Chuyn gia v tm in t: Mary Smith Ng #: _________________ Ng #: _________________ Giy php Cty Widget ca ti s cn n~ giy php sau y. Ti s cn phi n/c cc quy nh a phng v cc TH: 1. Chnh quyn thnh ph: c th bao gm c quan cp giy php kd, phng k hoch, xd, y t,.... 2. Norman Numbers, k ton, s t vn cho ti v cc yu cu v giy php v bo co cho chnh quyn lin bang, bang v a phng. 3. Lut s Suzie Catchum s cung cp cho ti danh sch n~ vic cn lm. Bo him Ti d nh s use dv ca Paul Premium, i l bo him ca ti. Hp ng bo him v cc gii hn n b s nh sau: Premium s cung cp cho ti 1bng v tt c cc hp ng bo him v mc gii hn trch nhim. PHN 5: a im

Trg giai on khi u khong t 6-12 thng, ti d nh s t vn phng ti nh. Khi mi vic c thit lp, yu cu ban u v vn phng ca ti s l khong 1000 feet vung vi 2 phng ring bit v 1khu hnh chnh th k. Tiu chun ca ti v vn phng l: 1. Tin v nh. 2. Thu trg tg ngn hn t 1-2 nm vi hp ng 1 nm v c th gia hn thm 1 nm na. 3. 1iu khan v vic bn cho thu a im s cho ti m rng a im nh yu cu vi 1iu khon cho php ti ngng hp ng nu nh vic m rng a im k thc hin c. 4. S mt bng vn phng bao gm n~ cv nng cp ca ch nh s do ch nh cung cp. Xem trg Exhibit "C". 5. Lut s s xem xt vic thu a im. 6. Use danh sch cc cv cn lm khi thu a im c nh km theo. Vic use cc tiu chun v a im s cho ti kinh nghim trg vic thu cc a im ln hn trg tng lai gn. Cc k hoch pt tng lai c bao gm kho cha hng. Ti s chu trch nhim v n~ giao c thu mn ln v s xem xt k lng. Vic n/c v a im bao gm:
yu cu v mt bng

cc yu cu trg tng lai n/c v nh gi a im nu cn (nh km) n/c v nhn khu hc nu cn (nh km) danh sch cc vic cn lm khi i thu (nh km) c lng chi ph mt bng trn % doanh s khoanh vng/phn khu v ph chun PHN 6: K ton v dng tin

K ton Kin thc ca ti v k ton l ______. (Nu bn k c kin thc c bn v k ton, hy cho bit bn d nh trang b kin thc cn thit nh th no.) K ton ca cty: ti c k hoch lm vic vi Norman Numbers. Cc ctr phn mm v k ton v bng lng: ti s use cc h thng sau: _____________________. Phng thc hch ton k ton: ti s p dng phng thc ly k bi v y l yu cu chung i vi dv doanh thu ni b dnh cho cc dn lin quan ti sx v lu kho. Giy t s sch: Cc ti khon v s sch ca cty Widget s hon ton tch bit vi ca c nhn ti. Thu: Nhn vin k ton ca cty, ng Numbers, s gip ti h thng giy t thanh ton bo him XH, d tnh thu thu nhp dn, thu trn bng lng v thu doanh thu v li tc. M s thu ca lin bang (FEIN) l: ______________. M s thu ti bang l: ____________.

Kim sot ni b: ng Numbers s gip ti thit lp cc h thng kim sot ph hp i vi cc qu ca dn bao gm ch/sch v lu kho v kim sot. Vic mua hng, thu tin mt v k sc s k c y thc. Thng k hng qu: Thu s c thanh ton vo n~ thi im thch hp. ng Numbers s gip ti trg vic thit lp h thng giy php bn li ti sn bo co ln c quan thu ca bang

i chiu ti khon: Ti khon s c i chiu trn c s hng thng. Bng cn i k ton: mu ring v bng cn i k ton ban u c nh km theo y bao gm tg biu v nhu cu i vi thit b v c s c th hin trg bng cn i k ton. Bo co kt qu kd: Km theo y l bn d bo kt qu kd ca ti cho 6 thng v nm u tin. D bo dng tin Ti c nh km bng phn tch dng tin trg 1 nm trg bao gm d bo v doanh s, cc chi ph v tin vn cn c. Bng lit k tt c cc khon chi ph cng c tnh n trg bng d bo v dong tin. Phn tch chi ph Di y l lit k chi tit v chi ph ca mi sp ring l trg nhm cc sp u tin ca ti. Mtiu ban u ca ti l gi bn s bng gi vn cng thm khong ___% Kim sot ni b K tan ca cty, Norman Numbers, c kinh nghim trg lnh vc kd ny k c v tm qt. ng ta s gip ti thit lp h thng kim sot ni b m bo rng Cty Widget s thu c ton b thu nhp m k b tht thot do vic lng ph, nhm ln, k trung thc hoc bt cn ca nhn vin. Vic ny s bao gm ch/sch v hng lu kho trg c vic ai s k cung cp hng v dv v ai s kim sot vic xut hng cng nh vic cung cp dv ra

bn ngoi. Ch/sch kim sot ni b cng bao gm vic quy nh ch bn thn ti c quyn k cc yu cu mua hng, a ra yu cu thu tin v k sc. PHN 7: Ti chnhChin lc ti chnh Cc yu cu ca ti v vn khi s l: Km theo y l danh sch cc chi ph cn c b vn hoc i vay. N~ khon chi ph ny bao gm vic mua c vn phng, mua my vi tnh, thit b v dng c, chi ph i li v cc chi ph ban u. N~ chi ph ny c tnh ton trg bn d bo dong tin hng thng trg ch ra lng tin cn thit trg tg sp ti. N~ ngun tin mt cho vic khi s dn ca ti nh sau. Ti cng cung cp 1bng nu tt c cc ngun tin cho vic khi s. Cc ngun ti chnh cho vic khi s dn ca ti c nu trg bng sau y. Mc d ti k da vo vic cho vay t cc ngn hng, ti c cc ngun s c #chng hn vic cho thu thit b v c, tin t cc nh cung cp hoc ni cm c,... N~ ngun m ti ni n trn bao gm n~ u mi lin lc hu ch vi cc t chc cho vay: nhn vin k ton, hi dn nh, bn b v h hng,.... Ti lun sn sng trnh by k hoch ca mnh cho n~ v t chc cho vay tim nng. Cc ti liu trnh by bao gm bn k hoch kd ny, bn bo co v tnh hnh ti chnh ca c nhn ti v cc khan thu oc han tr cho c nhn. Ti s chun b t m v nhu cu v ti chnh v tin hon vn cng nh ngun chi tr ca mnh. Ti s chuyn cho cc nh cho vay tim nng bn d bo dng tin trg c nu n~ ngun chi tr v ti s bo v n~ d bo ca mnh. PHN 8: Tm in t

K hoch v tm in t Trg k hoch mkt tng th ca ti c 1cng c quan trng l 1website phc v cho tm in t gia cc dn. Ti d nh s xd trang web ti a ch www.widgetcorp.com m ti ng k. N cho php cc k/h ca ti l chui cc ca hng bn gim gi c th t hng (v t thm hng) trc tuyn t website ny. Ti s thu ng Mary Smith cty T vn Tm in t Smith thit k, lp t v duy tr trang web ny. Tnh nng ca trang web www.widgetcorp.com nh sau: D use vi n~ tnh nng ch dn d dng v ti ttin nhanh. Cung cp cc ttin hu ch nh cc ttin chi tit v tt c cc sp trg nhm hng m ti kd. Cc th tc v vic mua hng cho k/h l cc cty s c thit k. Ti d nh s use website ny lm ni k/h c th phn hi nhm ci tin mi mt ca vic kd cc sp trg ngnh hng cng nh cc th tc kd. Ngn sch cho tm in t Ngn sch dnh cho vic thit k, vn hnh v chi ph ban u cho trang web ng dng tm in t s l _________. N da trn 1hp ng k kt vi Cty t vn v tm in t Smith. Chi ph hng thng cho vic duy tr trang web ny s l $ ________. Ctranh bng tm in t Vic use tm in t trg vic kd gia cc dn ang l 1chun mc trg ngnh ny v n cng l 1cng c mkt quan trng. Ti mun duy tr 1website to ra

1h/ v 1ngun lc nng ng v ti tr cho cc k/h ca mnh. Ti k mun b lc hu trg vic pt website v s thng xuyn nng cp n. PHN 9: Vic mua li dn Cc th tc cn tin hnh khi mua li dn # Trg tng lai ti c th c c hi mua li cc dn #. c th a ra cc quyt nh sng sut v vic mua li dn, cc quy trnh sau s c tun th. Ti s use 1nhm chuyn gia a ra li khuyn c th cho mi kha cnh ca vic mua li dn bao gm: Lut s K ton Ngn hng Mi gii Nh cung cp thit b N~ ch dn # S cn n cc ttin sau: 1. Cc giy t ca ng bn v vic xc minh v doanh thu 2. Tnh hnh ti chnh hin nay 3. Bo co v tin gi ngn hng 4. Ha n ca nh cung cp 5. Bn so snh v ti chnh vi n~ dn tng t # 6. N~ ttin #______________ Vic phn tch v gi tr bao gm: C s nh gi: cc bn nh gi,... Phng thc mua: tn kho, ti sn,....

Nu l nhng quyn kd, phng vn vi vi v c chn ngu nhin nh gi v n~ khon thu nhp d kin trg tng lai L do bn ca ng bn Ngun ti chnh cho vic mua li Kim tra cac khan c hon thu ca c nhn v ca dn nh gi hp ng cho thu Cht lng ca vic ci tin Cht lng v khi lng hng trg kho. Mua hng c? iu kin ca cc khon phi thu Tnh trng ca cc khon phi tr Hin trng ca n hng cha thc hin xong nh gi cc mi quan h vi k/h v danh ting ca dn nh gi v giy php v cc ph chun ca chnh ph Hin trng ca cc tranh chp cha c gii quyt Cc phn #____________ PHN 10: Mkt K hoch mkt K hoch ca ti l tp trung ton b mi hat ng mkt vo vic thit lp 1c s ti 1chui ca hng ln. ch thn ti s ph trch vic lin h vi cch k/h ph hp. Ton b cc sp trg ngnh hng s c gii thiu trg 1gi bao gm vic trng by cc sp gn lin vi ch/sch BH ca mi knh. Ban u c cu gi c s da trn vic tng gi ti a ____% mch l a ra chit khu trn gi ln. Ti s da vo s kt hp gia thi trang, cht lng v gi c thm nhp vo tt ny. Cc Ctr`qung co v khuyn mi K hoch ngn hn (6 n 12 thng): Ban u s k c ngn sch chi cho vic qung co, vic qung co s hon ton do c nhn ti thc hin. Gim c

ca cc v cung cp hng s trc tip thm ving cc k/h ca ti. K hoch ca ti l gii hn ngn sch cho vic qung co nm trg chi ph i li thuyt trnh v n~ hot ng tip theo sau. K hoch trung hn (12 36 thng): To ra s nhn bit v thng hiu tt bn l. Ti d nh dnh ___% doanh thu tham gia cc chin dch qung co vi cc chui ca hng bn gim gi ca mnh. Ti s thu ht s c mt ca cc cty qung co a phng. K hoch di hn: Ti d nh xd 1cch mnh m s nhn bit v trung thnh vi thng hiu bng cch trch ngn sch ____% doanh thu cho vic t ch qung co trn cc tp ch tm, cc tp ch tiu dng ph hp v tham gia cc chin dch qung co vi k/h ca mnh. Mua hng v kim sot tn kho b sung lng hng trg kho, ti d nh cng vi cc k/h ca mnh p dng nguyn tc just-in-time v use h thng giao dch trc tuyn sn c ca h. Vic lu kho phi c gi mc cng thp cng tt qua vic use h thng giao hng nhanh v trc tip. Cc quy trnh sau y s c p dng. Chng ti s p dng iu khon v hn thanh ton trg 30 ngy v c gim gi 2% cho vic thanh ton trg 10 ngy. S duy tr 1h thng kim sot vic lu kho. Tt c hng ha mua vo s c m v kim tra. Chng ti s thanh ton cho cc i tc ca mnh ng hn v s trung thnh vi h. Chng ti s yu cu c gim gi v s use chng. Cc yu cu mua hng s phi bao gm: Gi v cc iu khon

Vic m bo v gi Tt c u trn giy t y thng s k thut Thi hn giao hng Tt c mi cam kt u c ghi trn giy t N~ TH bt kh khng s c cp ti trg cc yu cu mua hng Mi thay i v pht sinh phi c ng trc bng vn bn Vic kim sot ni b s c thc hin trc khi vn chuyn v nhn hng Ch/sch v o to Ban u ti s thc hin cv BH cho cc k/h trg cc chui ca hng bn gim gi. Khi vic kd c m rng, ti s bt u thc hin vic mkt vi cc ca hng bn l nh hn. Ti s tuyn cc nhn vin BH c kh nng lm cho cc k/h nh t tin, n~ ng mun lm n vi cc nh cung cp c hiu bit v sn sng gip . t c iu ny ti s tuyn chn nhn vin theo tiu chun sau. N~ ng: Thch cv mnh lm Hc hi nhanh To ra 1h/ thn thin v tch cc Thch lm vic vi mi ng v c kh nng quan h tt Sn sng gip k/h v theo kp cc ng s C tham vng v mong mun c trao thm trch nhim Ti s tun th danh sch cv cn lm khi tuyn dng: Xd ch/sch bng vn bn v tuyn dng bao gm c cu lng, thng.

 Xd bn m t cv cho mi ng. Tin hnh cc cuc hp nh k v mkt. C ch/sch v quy trnh gii quyt cc khiu ni ca k/h bng vn bn. Duy tr cc nh hng r rng v ch/sch gi c v vic p ng yu cu ca k/h. Ctranh Cc i th ctranh chnh ca ti l Cty Nha Colossal. Ti cng nh km 1bn danh sch tt c cc i th chnh trg lnh vc kd ny v k/h ca h l ai. (cung cp danh sch cc i th chnh) K hoch tn dng im yu ca i th i th ln nht ca ti l Cty nha Colossal vi 20 nm thnh cng v tn tui c ch ng trn tt. But h phi chu chi ph chung ln trg khi ti th k. H k th thay i hoc nng cp nhanh chng cc sp ca hc. K hoch ca ti l nh bi vai tr dn u ca h bng n~ thit k mi m v h/ bao b hp dn cng vi gi c rt ctranh. Ti d nh s tip tc a ra thm n~ yu t gia tng v tinh xo vo dng sp ca mnh. Thm na NTD sp cui cng ca ti l cc gia nh tr nn h s k c n tng vi n~ nhn hiu c t lu. Bng vic vn hnh cty vi 1chi ph thp, ti tin tng rng mnh s tm c ch ng trn tt ny. Bn tiu s s lc v cc i th chnh ca ti c nh km theo y trg c nu n~ im yu ca h cng nh k hoch ca ti tn dng n~ im yu ny nh th no. PHN 11: K hoch pt Vic m rng

1khi dn ca ti bt u n nh, ti s thc hin chin lc pt sau y. Ti d tnh s cn khong ____ (thng hoc nm) tch ly kinh nghim v li nhun trc khi c bt c k hoch m rng no. Chin lc pt ca ti s da vo n~ nh hng sau: Ti k c k hoch c nh no cho vic m rng kd but s i n khi c kinh nghim cn thit, li nhun v vn bt u. (nu nh bn d nh m rng thnh 1chui ca hng th y l ni bn a ra lp lun rng cc hot ng kd th nghim ban u s mang li li nhun tt trc khi bn m thm cc ca hng #.) Vic kim sot h thng k ton v tin mt s c thc hin vi vic lp bo co li/l cho mi ca hng m thm trn c s _____ (hng thng,...). Kim sot ni b i vi h thng k ton, tin mt v hng lu kho s c thc hin. Lut s ca ti s xem xt tt c cc giy t lin quan ti vic m rng ny bao gm cc giy t thu mun, hp ng l, quy ch thng, giy php, tha thun nhng quyn, cc cam kt quan trng vi nh cung cp v k/h,... K hoch ca ti l mi vic m rng hot ng kd s k thay i quan im ca ti l dnh 1tg thch hp cho gia nh. Cc ch/sch v tuyn dng v o to cng nh cc k hoch ph cp, phc li s c thit lp.

Ti mun y thc quyn v trch nhim cho 1nhm cc nh qun l vi n~ iu kin sau y: 1. ng lc cho cc nh qun l ca ti l c ch thng trg n gn cht vi thnh cng ca mi c nhn. C ch ny c vit ra trn c s n gin v nhn mnh tinh thn trch nhim. Mu phc tho c ch thng c c nh km theo y. 2. Vic phn b ti chnh v vic k sc s k c y thc cho ng #. Ti d nh thng xuyn n/c cc i th ctranh. Thnh cng hay tht bi ca h s gip ti nh hng n~ iu nn v k nn lm. Gii quyt cc v ln Ch/sch ca ti trg vic gii quyt cc v ln l xc nh v ghi nhn v kp thi v trung thc. Ti d nh s a vo thc hin ngay n~ ch/sch sau nu v khi n~ tnh hung bt li ny sinh trg khi thc hin chin lc pt ca mnh: Nguy c cn tin mt: ti d nh duy tr vic d bo dng tin trn c s ___ (hng thng). Vic d bo v doanh thu, chi ph v n~ tnh hung bt ng s c nu 1cch trung thc. Cc bin php khc phc kp thi s c a ra mi khi c s thm ht v vn thng qua vic ct gim chi ph duy tr dng tin dng v li nhun. Khi doanh thu gim hoc BH thiu hiu qu: 1. Ti s a ra cc bin php khc phc kp thi bng vic ct gim chi ph. 2. Ti s ci tin mi mt ca sp bao gm gi tr, h/ v hiu sut

3. Ti s tm cc cch mi thc y BH bng vic _________________. 4. Ti cng d nh gn kt vi loi hnh kd c th m ti bit r nht ny tr khi gp phi n~ sai st cht ng. Gian ln, trm cp v tht thot: ti d nh s thc thi n~ ch/sch tng t nh n~ ch/sch c chng minh l hiu qu ti cty ___________ 1trg n~ i th ln nht ca ti. Tnh hung kd m m: ti lun sn sng ct gim chi ph kp thi m bo kh nng thanh ton. Ti cng s lun mt ti n~ c hi kd tt trg tg vic kd k thun li.

BN K HOCH KD MU WIDGET CORPORATION PHN 1: Tm lc v Cty M t s lc v cty ca ti

Ti d nh kd ton b cc thit b cho phng tm bao gm chai ng nc ra tay, khay ng x phng, gi bn chi nh rng, mc treo m v gi treo khn tm. Lot sp ny s c thit k ti vn phng ti nh ti v c sx v ng gi Trung Quc. Tt v k/h mtiu K/h ca ti l n~ chui ca hng bn gim gi vi tnh hnh tr n tt v c lch s thanh ton ng hn. N~ chui ca hng ny bao gm Albertsons, Costco, Fleming, Wal-Mart, K-Mart, Target, v 1s ca hng c chn #. Xu hng pt trg lnh vc kd ny Ttin ny s cn c tp trung vo sp m bn d nh kd. Bn c th dn chng bng cc ti liu t cc ngun tm v tc pt d bo v ngnh kd ca bn? Nu ngun ttin trg ngnh k c, bn s cn phi a ra gii thch ph hp v xu hng pt v tim nng ca tt m bn nh tham gia. Phn ny s cung cp ttin cho bn v n~ ng hu thun cho bn liu tt ca cc sp m bn d nh kd ang pt hay ang suy thoi. Quyn nh gi Ban u ti k thch th vi quyn nh gi trg vic mkt cc sp ca Widget. Chui ca hng bn gim gi l k/h ch yu quan tm n mc gi ny. t c chi ph thp hn so vi cc i th ca mnh, ti d nh thc hin cv sau y: _______________________. Mch cui cng ca ti l xd 1h thng tht c o v cao tnh hiu qu k/h sn sng tr vi gi cao. Mtiu lu di ca ti l to dng 1tt k da han ton vo gi c. Tnh c o ca n bao gm ____________. PHN 2: Mch v Con ng

T lu ti c k hoch lu di v vic kd ring use n~ kin thc kd c trng m ti c c. Mi quan h kd m ti xd bao gm vi cc nh cung cp, n~ ng mua hng ca cc knh gi r v cc ngun sx. H l: ______, _______,_______. (Lit k danh sch v gii thch chi tit v vic h s gip bn nh th no). L do ti tin rng cc k hoch ca mnh kh thi l: __________. Ti l ng ph hp nht nm bt c hi ny bi v __________. Hin ti ang c n~ iu kin c bit thun li ti khi u vic kd l: ___________. Con ng Kinh nghim lm vic lin quan ti cv kd d nh tin hnh Kinh nghim lm vic ca ti nh sau: 1995 1998: Chc v__________ ti cty________. M t chi tit cv thc hin: ______________________________________ 1998 2000 Ph trch sp ti Cty XNK ABC. M t chi tit cv thc hin: ______________________________________ Ti lit k 1lat n~ iu a thch trg cv v tnh cch trg Exhibit A Ti cng c n~ mi quen bit ti Hong Kong v Singapore v h sn sng gip ti trg vic thit k, sx v ng gi cc sp ca WIDGET. Hai h thng ca hng bn gim gi cng yu cu ti thuyt trnh cho h. Trnh hc vn v cc chng ch v gio dc BNG CP:

Qu trnh hc ph thng ca ti: _________ tt nghip trng trung hc __________. Qu trnh hc i hc ca ti _____tt nghip i hc _____________ chuyn ngnh ____________ nm________. Trg tg trng________ ti tham gia cc hot ng sau (hi sinh vin, hi nam/n sinh, cc cu lc b,....) Ti cng tham d cc kha hc v hi tho sau: Khi s dn, Internet, ________________, _______________. S thch ca ti l:

_________________________________________________

Qu trnh hc tp ca ti vn ang tip din vi vic t cc tp ch: Wall Street Journal, Plastics World, .... Ti cng tham gia vo cc hip hi v t chc ngh nghip sau: Hip hi Quc gia cc Nh Nhp khu, Hi ngnh ngh,.... PHN 3: Giao tip My vi tnh v cc phng tin giao tip Ti c k hoch use tt c cc my tnh v thit b truyn thng sn c, a mnh ln ngang hng vi cc i th ln. Sau y l n~ thng s k thut v ngn sch tm thi cho n~ thit b ny. Yu cu v ngun lc: Truyn thng, in thoi, Bo ch My fax, My vi tnh, Internet

PHN 4:T chc v bo him C cu t chc Ti d nh s chn loi hnh dn ca mnh l cty. Mong mun ca ti l pt Widget ln thnh 1cty ln vi tm qt. Chi ph ban u v v sau cho vic vn hnh 1cty s l chi ph kd cn thit. Thm na, do vic iu hnh cty 1cch chnh xc s to cho ti 1s trch nhim gii hn nn ti cho rng y l loi hnh kd ph hp cho mnh. Ti tin tng giao tt c cc cv lin quan ti vic thnh lp v duy tr cc giy t s sch ca cty cho lut s ring ca mnh. Cc chuyn gia t vn chuyn nghip Ti tin rng iu quan trng l nhm cc c vn chuyn nghip ca ti phi c thu xp trc khi bt u kd. Danh sch cc c vn ny bao gm: Lut s: Suzie Catchum K ton: Norman Numbers i l bo him: Paul Premium Ngn hng: Douglas Deeppockets Chuyn gia v tm in t: Mary Smith Ng #: _________________ Ng #: _________________ Giy php Cty Widget ca ti s cn n~ giy php sau y. Ti s cn phi n/c cc quy nh a phng v cc TH: 1. Chnh quyn thnh ph: c th bao gm c quan cp giy php kd, phng k hoch, xd, y t,....

2. Norman Numbers, k ton, s t vn cho ti v cc yu cu v giy php v bo co cho chnh quyn lin bang, bang v a phng. 3. Lut s Suzie Catchum s cung cp cho ti danh sch n~ vic cn lm. Bo him Ti d nh s use dv ca Paul Premium, i l bo him ca ti. Hp ng bo him v cc gii hn n b s nh sau: Premium s cung cp cho ti 1bng v tt c cc hp ng bo him v mc gii hn trch nhim. PHN 5: a im Trg giai on khi u khong t 6-12 thng, ti d nh s t vn phng ti nh. Khi mi vic c thit lp, yu cu ban u v vn phng ca ti s l khong 1000 feet vung vi 2 phng ring bit v 1khu hnh chnh th k. Tiu chun ca ti v vn phng l: 1. Tin v nh. 2. Thu trg tg ngn hn t 1-2 nm vi hp ng 1 nm v c th gia hn thm 1 nm na. 3. 1iu khan v vic bn cho thu a im s cho ti m rng a im nh yu cu vi 1iu khon cho php ti ngng hp ng nu nh vic m rng a im k thc hin c. 4. S mt bng vn phng bao gm n~ cv nng cp ca ch nh s do ch nh cung cp. Xem trg Exhibit "C". 5. Lut s s xem xt vic thu a im. 6. Use danh sch cc cv cn lm khi thu a im c nh km theo. Vic use cc tiu chun v a im s cho ti kinh nghim trg vic thu cc a im ln hn trg tng lai gn. Cc k hoch pt tng lai c bao gm

kho cha hng. Ti s chu trch nhim v n~ giao c thu mn ln v s xem xt k lng. Vic n/c v a im bao gm:
yu cu v mt bng

cc yu cu trg tng lai n/c v nh gi a im nu cn (nh km) n/c v nhn khu hc nu cn (nh km) danh sch cc vic cn lm khi i thu (nh km) c lng chi ph mt bng trn % doanh s khoanh vng/phn khu v ph chun PHN 6: K ton v dng tin K ton Kin thc ca ti v k ton l ______. (Nu bn k c kin thc c bn v k ton, hy cho bit bn d nh trang b kin thc cn thit nh th no.) K ton ca cty: ti c k hoch lm vic vi Norman Numbers. Cc ctr phn mm v k ton v bng lng: ti s use cc h thng sau: _____________________. Phng thc hch ton k ton: ti s p dng phng thc ly k bi v y l yu cu chung i vi dv doanh thu ni b dnh cho cc dn lin quan ti sx v lu kho. Giy t s sch: Cc ti khon v s sch ca cty Widget s hon ton tch bit vi ca c nhn ti.

Thu: Nhn vin k ton ca cty, ng Numbers, s gip ti h thng giy t thanh ton bo him XH, d tnh thu thu nhp dn, thu trn bng lng v thu doanh thu v li tc. M s thu ca lin bang (FEIN) l: ______________. M s thu ti bang l: ____________.

Kim sot ni b: ng Numbers s gip ti thit lp cc h thng kim sot ph hp i vi cc qu ca dn bao gm ch/sch v lu kho v kim sot. Vic mua hng, thu tin mt v k sc s k c y thc. Thng k hng qu: Thu s c thanh ton vo n~ thi im thch hp. ng Numbers s gip ti trg vic thit lp h thng giy php bn li ti sn bo co ln c quan thu ca bang i chiu ti khon: Ti khon s c i chiu trn c s hng thng. Bng cn i k ton: mu ring v bng cn i k ton ban u c nh km theo y bao gm tg biu v nhu cu i vi thit b v c s c th hin trg bng cn i k ton. Bo co kt qu kd: Km theo y l bn d bo kt qu kd ca ti cho 6 thng v nm u tin. D bo dng tin Ti c nh km bng phn tch dng tin trg 1 nm trg bao gm d bo v doanh s, cc chi ph v tin vn cn c. Bng lit k tt c cc khon chi ph cng c tnh n trg bng d bo v dong tin. Phn tch chi ph

Di y l lit k chi tit v chi ph ca mi sp ring l trg nhm cc sp u tin ca ti. Mtiu ban u ca ti l gi bn s bng gi vn cng thm khong ___% Kim sot ni b K tan ca cty, Norman Numbers, c kinh nghim trg lnh vc kd ny k c v tm qt. ng ta s gip ti thit lp h thng kim sot ni b m bo rng Cty Widget s thu c ton b thu nhp m k b tht thot do vic lng ph, nhm ln, k trung thc hoc bt cn ca nhn vin. Vic ny s bao gm ch/sch v hng lu kho trg c vic ai s k cung cp hng v dv v ai s kim sot vic xut hng cng nh vic cung cp dv ra bn ngoi. Ch/sch kim sot ni b cng bao gm vic quy nh ch bn thn ti c quyn k cc yu cu mua hng, a ra yu cu thu tin v k sc. PHN 7: Ti chnhChin lc ti chnh Cc yu cu ca ti v vn khi s l: Km theo y l danh sch cc chi ph cn c b vn hoc i vay. N~ khon chi ph ny bao gm vic mua c vn phng, mua my vi tnh, thit b v dng c, chi ph i li v cc chi ph ban u. N~ chi ph ny c tnh ton trg bn d bo dong tin hng thng trg ch ra lng tin cn thit trg tg sp ti. N~ ngun tin mt cho vic khi s dn ca ti nh sau. Ti cng cung cp 1bng nu tt c cc ngun tin cho vic khi s. Cc ngun ti chnh cho vic khi s dn ca ti c nu trg bng sau y. Mc d ti k da vo vic cho vay t cc ngn hng, ti c cc ngun s c

#chng hn vic cho thu thit b v c, tin t cc nh cung cp hoc ni cm c,... N~ ngun m ti ni n trn bao gm n~ u mi lin lc hu ch vi cc t chc cho vay: nhn vin k ton, hi dn nh, bn b v h hng,.... Ti lun sn sng trnh by k hoch ca mnh cho n~ v t chc cho vay tim nng. Cc ti liu trnh by bao gm bn k hoch kd ny, bn bo co v tnh hnh ti chnh ca c nhn ti v cc khan thu oc han tr cho c nhn. Ti s chun b t m v nhu cu v ti chnh v tin hon vn cng nh ngun chi tr ca mnh. Ti s chuyn cho cc nh cho vay tim nng bn d bo dng tin trg c nu n~ ngun chi tr v ti s bo v n~ d bo ca mnh. PHN 8: Tm in t K hoch v tm in t Trg k hoch mkt tng th ca ti c 1cng c quan trng l 1website phc v cho tm in t gia cc dn. Ti d nh s xd trang web ti a ch www.widgetcorp.com m ti ng k. N cho php cc k/h ca ti l chui cc ca hng bn gim gi c th t hng (v t thm hng) trc tuyn t website ny. Ti s thu ng Mary Smith cty T vn Tm in t Smith thit k, lp t v duy tr trang web ny. Tnh nng ca trang web www.widgetcorp.com nh sau: D use vi n~ tnh nng ch dn d dng v ti ttin nhanh. Cung cp cc ttin hu ch nh cc ttin chi tit v tt c cc sp trg nhm hng m ti kd. Cc th tc v vic mua hng cho k/h l cc cty s c thit k. Ti d nh s use website ny lm ni k/h c th phn hi nhm ci tin mi mt ca vic kd cc sp trg ngnh hng cng nh cc th tc kd.

Ngn sch cho tm in t Ngn sch dnh cho vic thit k, vn hnh v chi ph ban u cho trang web ng dng tm in t s l _________. N da trn 1hp ng k kt vi Cty t vn v tm in t Smith. Chi ph hng thng cho vic duy tr trang web ny s l $ ________. Ctranh bng tm in t Vic use tm in t trg vic kd gia cc dn ang l 1chun mc trg ngnh ny v n cng l 1cng c mkt quan trng. Ti mun duy tr 1website to ra 1h/ v 1ngun lc nng ng v ti tr cho cc k/h ca mnh. Ti k mun b lc hu trg vic pt website v s thng xuyn nng cp n. PHN 9: Vic mua li dn Cc th tc cn tin hnh khi mua li dn # Trg tng lai ti c th c c hi mua li cc dn #. c th a ra cc quyt nh sng sut v vic mua li dn, cc quy trnh sau s c tun th. Ti s use 1nhm chuyn gia a ra li khuyn c th cho mi kha cnh ca vic mua li dn bao gm: Lut s K ton Ngn hng Mi gii Nh cung cp thit b N~ ch dn #

S cn n cc ttin sau: 1. Cc giy t ca ng bn v vic xc minh v doanh thu 2. Tnh hnh ti chnh hin nay 3. Bo co v tin gi ngn hng 4. Ha n ca nh cung cp 5. Bn so snh v ti chnh vi n~ dn tng t # 6. N~ ttin #______________ Vic phn tch v gi tr bao gm: C s nh gi: cc bn nh gi,... Phng thc mua: tn kho, ti sn,.... Nu l nhng quyn kd, phng vn vi vi v c chn ngu nhin nh gi v n~ khon thu nhp d kin trg tng lai L do bn ca ng bn Ngun ti chnh cho vic mua li Kim tra cac khan c hon thu ca c nhn v ca dn nh gi hp ng cho thu Cht lng ca vic ci tin Cht lng v khi lng hng trg kho. Mua hng c? iu kin ca cc khon phi thu Tnh trng ca cc khon phi tr Hin trng ca n hng cha thc hin xong nh gi cc mi quan h vi k/h v danh ting ca dn nh gi v giy php v cc ph chun ca chnh ph Hin trng ca cc tranh chp cha c gii quyt Cc phn #____________ PHN 10: Mkt K hoch mkt

K hoch ca ti l tp trung ton b mi hat ng mkt vo vic thit lp 1c s ti 1chui ca hng ln. ch thn ti s ph trch vic lin h vi cch k/h ph hp. Ton b cc sp trg ngnh hng s c gii thiu trg 1gi bao gm vic trng by cc sp gn lin vi ch/sch BH ca mi knh. Ban u c cu gi c s da trn vic tng gi ti a ____% mch l a ra chit khu trn gi ln. Ti s da vo s kt hp gia thi trang, cht lng v gi c thm nhp vo tt ny. Cc Ctr`qung co v khuyn mi K hoch ngn hn (6 n 12 thng): Ban u s k c ngn sch chi cho vic qung co, vic qung co s hon ton do c nhn ti thc hin. Gim c ca cc v cung cp hng s trc tip thm ving cc k/h ca ti. K hoch ca ti l gii hn ngn sch cho vic qung co nm trg chi ph i li thuyt trnh v n~ hot ng tip theo sau. K hoch trung hn (12 36 thng): To ra s nhn bit v thng hiu tt bn l. Ti d nh dnh ___% doanh thu tham gia cc chin dch qung co vi cc chui ca hng bn gim gi ca mnh. Ti s thu ht s c mt ca cc cty qung co a phng. K hoch di hn: Ti d nh xd 1cch mnh m s nhn bit v trung thnh vi thng hiu bng cch trch ngn sch ____% doanh thu cho vic t ch qung co trn cc tp ch tm, cc tp ch tiu dng ph hp v tham gia cc chin dch qung co vi k/h ca mnh. Mua hng v kim sot tn kho b sung lng hng trg kho, ti d nh cng vi cc k/h ca mnh p dng nguyn tc just-in-time v use h thng giao dch trc tuyn sn c ca h.

Vic lu kho phi c gi mc cng thp cng tt qua vic use h thng giao hng nhanh v trc tip. Cc quy trnh sau y s c p dng. Chng ti s p dng iu khon v hn thanh ton trg 30 ngy v c gim gi 2% cho vic thanh ton trg 10 ngy. S duy tr 1h thng kim sot vic lu kho. Tt c hng ha mua vo s c m v kim tra. Chng ti s thanh ton cho cc i tc ca mnh ng hn v s trung thnh vi h. Chng ti s yu cu c gim gi v s use chng. Cc yu cu mua hng s phi bao gm: Gi v cc iu khon Vic m bo v gi Tt c u trn giy t y thng s k thut Thi hn giao hng Tt c mi cam kt u c ghi trn giy t N~ TH bt kh khng s c cp ti trg cc yu cu mua hng Mi thay i v pht sinh phi c ng trc bng vn bn Vic kim sot ni b s c thc hin trc khi vn chuyn v nhn hng Ch/sch v o to Ban u ti s thc hin cv BH cho cc k/h trg cc chui ca hng bn gim gi. Khi vic kd c m rng, ti s bt u thc hin vic mkt vi cc ca hng bn l nh hn. Ti s tuyn cc nhn vin BH c kh nng lm cho cc k/h nh t tin, n~ ng mun lm n vi cc nh cung cp c hiu bit v sn sng gip . t c iu ny ti s tuyn chn nhn vin theo tiu chun sau. N~ ng:

 Thch cv mnh lm Hc hi nhanh To ra 1h/ thn thin v tch cc Thch lm vic vi mi ng v c kh nng quan h tt Sn sng gip k/h v theo kp cc ng s C tham vng v mong mun c trao thm trch nhim Ti s tun th danh sch cv cn lm khi tuyn dng: Xd ch/sch bng vn bn v tuyn dng bao gm c cu lng, thng. Xd bn m t cv cho mi ng. Tin hnh cc cuc hp nh k v mkt. C ch/sch v quy trnh gii quyt cc khiu ni ca k/h bng vn bn. Duy tr cc nh hng r rng v ch/sch gi c v vic p ng yu cu ca k/h. Ctranh Cc i th ctranh chnh ca ti l Cty Nha Colossal. Ti cng nh km 1bn danh sch tt c cc i th chnh trg lnh vc kd ny v k/h ca h l ai. (cung cp danh sch cc i th chnh) K hoch tn dng im yu ca i th i th ln nht ca ti l Cty nha Colossal vi 20 nm thnh cng v tn tui c ch ng trn tt. But h phi chu chi ph chung ln trg khi ti th k. H k th thay i hoc nng cp nhanh chng cc sp ca hc. K hoch ca ti l nh bi vai tr dn u ca h bng n~ thit k mi m v h/ bao b hp

dn cng vi gi c rt ctranh. Ti d nh s tip tc a ra thm n~ yu t gia tng v tinh xo vo dng sp ca mnh. Thm na NTD sp cui cng ca ti l cc gia nh tr nn h s k c n tng vi n~ nhn hiu c t lu. Bng vic vn hnh cty vi 1chi ph thp, ti tin tng rng mnh s tm c ch ng trn tt ny. Bn tiu s s lc v cc i th chnh ca ti c nh km theo y trg c nu n~ im yu ca h cng nh k hoch ca ti tn dng n~ im yu ny nh th no. PHN 11: K hoch pt Vic m rng 1khi dn ca ti bt u n nh, ti s thc hin chin lc pt sau y. Ti d tnh s cn khong ____ (thng hoc nm) tch ly kinh nghim v li nhun trc khi c bt c k hoch m rng no. Chin lc pt ca ti s da vo n~ nh hng sau: Ti k c k hoch c nh no cho vic m rng kd but s i n khi c kinh nghim cn thit, li nhun v vn bt u. (nu nh bn d nh m rng thnh 1chui ca hng th y l ni bn a ra lp lun rng cc hot ng kd th nghim ban u s mang li li nhun tt trc khi bn m thm cc ca hng #.) Vic kim sot h thng k ton v tin mt s c thc hin vi vic lp bo co li/l cho mi ca hng m thm trn c s _____ (hng thng,...). Kim sot ni b i vi h thng k ton, tin mt v hng lu kho s c thc hin.

Lut s ca ti s xem xt tt c cc giy t lin quan ti vic m rng ny bao gm cc giy t thu mun, hp ng l, quy ch thng, giy php, tha thun nhng quyn, cc cam kt quan trng vi nh cung cp v k/h,... K hoch ca ti l mi vic m rng hot ng kd s k thay i quan im ca ti l dnh 1tg thch hp cho gia nh. Cc ch/sch v tuyn dng v o to cng nh cc k hoch ph cp, phc li s c thit lp. Ti mun y thc quyn v trch nhim cho 1nhm cc nh qun l vi n~ iu kin sau y: 1. ng lc cho cc nh qun l ca ti l c ch thng trg n gn cht vi thnh cng ca mi c nhn. C ch ny c vit ra trn c s n gin v nhn mnh tinh thn trch nhim. Mu phc tho c ch thng c c nh km theo y. 2. Vic phn b ti chnh v vic k sc s k c y thc cho ng #. Ti d nh thng xuyn n/c cc i th ctranh. Thnh cng hay tht bi ca h s gip ti nh hng n~ iu nn v k nn lm. Gii quyt cc v ln Ch/sch ca ti trg vic gii quyt cc v ln l xc nh v ghi nhn v kp thi v trung thc. Ti d nh s a vo thc hin ngay n~ ch/sch sau nu v khi n~ tnh hung bt li ny sinh trg khi thc hin chin lc pt ca mnh:

Nguy c cn tin mt: ti d nh duy tr vic d bo dng tin trn c s ___ (hng thng). Vic d bo v doanh thu, chi ph v n~ tnh hung bt ng s c nu 1cch trung thc. Cc bin php khc phc kp thi s c a ra mi khi c s thm ht v vn thng qua vic ct gim chi ph duy tr dng tin dng v li nhun. Khi doanh thu gim hoc BH thiu hiu qu: 1. Ti s a ra cc bin php khc phc kp thi bng vic ct gim chi ph. 2. Ti s ci tin mi mt ca sp bao gm gi tr, h/ v hiu sut 3. Ti s tm cc cch mi thc y BH bng vic _________________. 4. Ti cng d nh gn kt vi loi hnh kd c th m ti bit r nht ny tr khi gp phi n~ sai st cht ng. Gian ln, trm cp v tht thot: ti d nh s thc thi n~ ch/sch tng t nh n~ ch/sch c chng minh l hiu qu ti cty ___________ 1trg n~ i th ln nht ca ti. Tnh hung kd m m: ti lun sn sng ct gim chi ph kp thi m bo kh nng thanh ton. Ti cng s lun mt ti n~ c hi kd tt trg tg vic kd k thun li.

Theo B K hoch v u t, c nc hin c 349.300 dn (DN), trg , hn 95% l DN nh v va (DNNVV). Khi DN ny c nh gi l khu vc kt pt nng ng ca nn kt vi vic s dng 50,13% l, np ngn sch chim 17,64% v ng gp 40% GDP.

Trg bi cnh ni lc ca cc DNNVV cn hn ch v vn, nlc, cng ngh nguy c suy thoi kt th gii li p ti, tc ng n nn kt v tng DN VN. iu tra ca Hip hi DNNVV VN cho thy, 20% DN ang trg tnh trng ht sc k2; khong 60% DN ri vo tnh trng sx st km, k vn duy tr sx; ch c khong 20% DN c c hi vt qua lm pht v nguy c suy thoi. Theo cc chuyn gia kt, n~ DN u t qu sc so vi nng lc thc t hay rt vn vo d n km kh thi s kh thot khi nguy c ph sn. Theo ng L Quang Mnh - Cc pt DNNVV th n~ k2 c th hin nh sau: Th nht, qun l kd km. N~ n/c cho thy n~ ng ch dn thuc khu vc ny c trnh hc vn mc kh thp. Phn ln cc DNNVV pt kt h gia nh, n`dn vn qun l dn theo kiu h gia nh. y l 1k2 ln ca cc DNNVV trg ctranh. Th hai, cng ngh lc hu kh ph bin trg cc DNNVV. Do thi quen t duy v do hn ch v u t, DNNVV thng u t dn, mi nm mua 1vi loi my, thit b v khi thy k n th cng thay th dn. iu ny lm cho my mc thit b ang c s dng trg cc DNNVV tr nn chp v, k ng b. Th ba, cc DNNVV kh tip cn cc ngun tn dng. K2 ny n c t hai pha. T pha dn, do n~ hn ch v nlc v qun l cc DNNVV gp n`k2 trg vic xd cc d n u t. T pha ngn hng cng c n~ tr ngi. Cc d n vay vn t cc DNNVV l d n c quy m nh. N`ngn hng ngi cho vay v chi ph cho th tc, thm nh cao, ri ro cao. V nhn thc, n`ngn hng tm cha nh gi ng tm quan trng c bit ca khu vc DNNVV. Th t, do thiu ttin. DNNVV thiu nlc, thiu phng tin khai thc v s dng ttin. Hn na ch cc DNNVV cha nhn thc ng v c thi quen trg vic thu thp, x l ttin khi cn a ra quyt nh. Bi l do ny, DNNVV rt t u t cho hot ng ttin.

Ngoi n~ k2, yu km ca bn thn DNNVV, cn 1s k2 #h quan hn ch s pt nh: V nhn thc, mc d ng v NN khng nh ch/sch nht qun pt kt n`thnh phn but trg qu trnh vn dng vo thc t cng tc tr gip pt DNNVV vn cha nhn c s quan tm thch ng ca cc B, ngnh v a phng. H thng php lut v MT kd ang c xd v hon thin ph hp vi xu th v bi cnh hi nhp kt khu vc v qt. H thng t chc xc tin pt DNNVV t cp trung ng n a phng n a phng cho n nay mi ch hnh thnh bc u v nng lc cn yu, cha p ng nhu cu ca dn, nht l trg bi cnh VN tr thnh thnh vin ca WTO. Lm g gip DNNVV vt qua thch thc? ng Cao S Kim, Ch tch Hip hi DNNVV VN cho bit, Hip hi c kin ngh gi Th tng Chnh ph, trg xut 5 im cp bch tr gip DNNVV. Theo , Hip hi kin ngh Chnh ph h tr ngun vn cho cc DN gp k2 do lm pht vi li sut hp l; xem xt gin n hay min thu cho DN theo quy nh; ci cch th tc hnh chnh; kin ngh lp qu h tr DNNVV v tip tc thc y thnh lp qu bo lnh tn dng. T thc t nu trn, pt DNNVV th 1s gii php sau cn c p dng, l: 1l, gii quyt tnh trng thiu vn cho dn . Trg khi dn thiu vn th cc ngn hng kd v ngay c Qu h tr pt k gii ngn c do n~ th tc quy nh gi cht ch ca NN, lm cho cc dn c bit l dn dn doanh gp n`k2 khi vay vn hoc khi dn c nhu cu c bo lnh vay vn. V vy cn c n~ quy nh thng thong hn c s bnh ng trg ch/sch vay vn. Hai l, cc tnh, thnh ph cn to iu kin thun li cho cc DNNVV c mt bng sx ph hp, quy hoch dnh qu t v thc hin cc ch/sch khuyn khch xd cc cm cng nghip c mt bng sx tp trung to s thun li cho cc dn v trnh tnh trng v sau phi di di i vi n~ dn gy nhim ra khi thnh ph, gy tn km v mt n nh. Bn cnh , NN cng cn to ra

1khung php l hp l hn i vi cc dn t nhn, c bit l: DNNVV, chng hn nh: Cho php dng gi tr quyn s dng t gp vn lin doanh vi cc t chc v c nhn nc ngoi, gim ph tin s dng v chuyn mch s dng t, gim phin h trg th tc thu t ai Ba l, k nn phn bit thu gia cc thnh phn kt , ch nn phn bit gia cc vng v lnh vc hot ng. Ngoi ra, NN cn tng thm h tr o to i vi cc DNNVV, cung cp v to iu kin cho h tip cn c cc ngun ttin, m rng h thng dv t vn khuyn khch cc dn u t vo n~ lnh vc c ng gp tch cc cho x hi, cc dn c kim ngch xut khu cao. Bn l, cc tnh, thnh nn c cc ch/sch h tr ring i vi cc DNNVV u t vo n~ vng k2 v nng thn, c bit l n~ dn u t pt c s h tng, hnh thnh n~ cm, khu cng nghip nh gii quyt vic lm cho l nng thn, gim tnh trng l t nng thn ra thnh th, tng bc rt ngn s chnh lch v mc sng gia thnh th v nng thn. Nm l, lnh o a phng v cc ngnh nn t chc cc cuc gp mt vi cc dn thng xuyn hn kp thi gii quyt cc vng mc v c ch/sch hp l v cc v c th nh ch/sch thu, th tc hi quan, tn dng ngn hng. Cc cp chnh quyn a phng, cc hip hi, cu lc b dn, t chc cc t tham quan hc hi kinh nghim m hnh dn lm n gii, in hnh cho cc ch dn #, cc h nng dn, ng bun bn nh c tim nng.