Kirin Final

Qun tr chin lc 2011
GVHD: TS Nguyn Thanh Lim
Trng i hc Kinh t - i hc Nng Mn Qun tr Chin lc
Trn Duy Phng Ng Anh Khoa Phm Th Phng Hng Trn Thin Tr
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Nng, thng 9 nm 2011

1 Kirin Holdings Ltd. Co.
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A. TNG QUAN V KIRIN HOLDINGS CO., LTD.:

Thnh lp vo nm 1907, c tr s ti Tokyo, Nht Bn, tp on Kirin l mt trong nhng nh sn xut thc ung v thc phm dn u ti chu v chu i dng. Hin ti, tp on Kirin c ti 259 chi nhnh hp nht, 1 chi nhnh cha hp nht c s hu c phn v 21 cng ty c s hu c phn ti Nht Bn v trn ton cu vi tng vn iu l ln ti 2,177,802 triu yn (tnh n ngy 31/12/2010). Tp on quc t Kirin thu lng nhn vin vo khong 32000 ngi trn ton th gii. Th trng quc t ca Kirin chim 23.4% tng th phn ca Kirin, c bit tp trung vo khu vc chu v chu i dng.
B. VIN CNH:
When our customers have a good time, Kirin Groups products are part of it Sn phm ca Kirin l mt phn nhng khonh khc hnh phc ca khch hng
1. T tng ct li:
a. Gi tr ct li: Kirin cao 4 gi tr truyn thng ca cng ty gm: Customer focused (Tp trung vo khch hng), Quality oriented (nh hng cht lng), Innovation (i mi), Integrity (S chnh trc). Sut 104 nm tn ti v pht trin, nhng gi tr ny lun c Kirin duy tr v gi vng, n tr thnh nn tng vng chc gip Kirin vt qua mi kh khn, thch thc.
Tp trung vo khch hng: 2 Kirin Holdings Ltd. Co.
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N lc thu hiu khch hng hn hn bt k i th cnh tranh no, cao tm quan trng ca vic truyn thng vi khch hng tha mn hn na nhng mong i v k vng ca h. nh hng cht lng: Khng ngng theo ui cht lng trong khi hon thin cc cng ngh c nht ca t chc cng vi s ch n tng chi tit. i mi: T duy t do kt hp vi tm nhn to ra nhng tng hay v to bo, ng thi lun mnh dn v ch ng xut nhng gi tr mi cho cng ty. Chnh trc Duy tr s cng bng v ng n trong tt c cc hot ng kinh doanh. b. Mc ch ct li: GOOD TASTE MAKES YOU SMILE Du hn 100 nm na, khu hiu ny nh mt trit l th hin y v thm m cam kt ca tp on Kirin v vic mang li cho mi ngi hng v ng cp v s thng thc tm cao mi qua chui cc sn phm v dch v. l cch thc Kirin mang li n ci cho bn.
2. Hnh dung tng lai:

Kirin tr thnh mt tp on dn o v thc ung v thc phm ti chu v chu i dng. Khi c hi v hnh nh ca Tp on Kirin trong 20 nm mi, Ch tch ng nhim ca Kirin l ng Senji Miyake pht biu:
Kirin Holdings Ltd. Co.
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Ti hy vng c nhn thy Kirin s tr thnh mt tp on dn o v thc ung v thc phm ti khu vc chu v chu i Dng. Kirin s l ngi nh chung cho nhn vin n t khp ni trn th gii. Chng ti s tip tc pht trin sn phm p ng a dng cc i tng khch hng; ng thi cng s pht trin nim t ho v s t tin trong thng hiu Kirin mang n nhng gi tr tt hn cho khch hng bn ngoi nc Nht. Thng hiu Kirin gn lin vi nim vui v s tha mn khi thng thc thc phm v ung giu dinh dng. Nhim v ca chng ti l truyn thng nhng gi tr ny n vi khch hng khu vc chu v chu i Dng. Mc tiu ln nht ca chng ti chnh l mang li n ci cho khch hng ca mnh. Chng ti , ang v s lun lun phn u v iu .
C. S MNH:
Thng 5/2006, Tp on Kirin ra chin lc di hn Kirin Group Vision 2015. Aiming to become a leading company in the Asia-Oceania region with our core businesses in alcohol beverages, soft drinks and pharmaceuticals by letting 3 basic action stances of challenge, commitment and collaboration govern the actions of all Kirin employees. Mc tiu tr thnh mt cng ty hng u ti khu vc chu chu i dng vi 3 lnh vc kinh doanh ct li gm thc ung c cn, nc ung gii kht v dc phm bng cch s dng 3 gi tr iu khin hnh vi ca ton b nhn vin Kirin gm thch th, cam kt v cng tc Theo , s mnh ca cng ty c xc nh c th nh sau: 1. Hot ng kinh doanh: With our core businesses in alcohol beverages, soft drinks and pharmaceuticals Nh vy, hot ng kinh doanh ct li ca Kirin tp trung vo thc ung c cn, thc ung gii kht v dc phm. Vi nh ngha , tp on nh hng hot ng kinh doanh vo khch hng vi 3 nhm sn phm chnh.
Qun tr chin lc 2011 2. Gi tr:
Cc nh qun tr ca Kirin a ra 3 gi tr kim sot cch thc tin hnh kinh doanh cho cc nhn vin v c tp on. l Challenge, Commitment, Collaboration. Challenge (Endeavor, risk-taking action) Taking individual initiative without fearing the results; responding with change and innovation. Thch thc (N lc, chp nhn ri ro) Chp nhn sng kin c nhn m khng e d v kt qu; kt hp vi s i mi. Commitment (Thinking it through, going the distance) Giving serious thought to all matters to see their true nature; assuming responsibility for meeting goals and fulfilling the roles assigned to us. Cam kt (Suy ngh thu o, quyt n ch cui cng) Suy ngh thu o i vi mi vn thy c bn cht tht s; m nhn trch nhim t c cc mc tiu v hon thnh nhng vai tr c giao ph. Collaboration (Concerted action, mutual assistance) Working together as a team; joining forces to cooperate and connect. Cng tc (Hnh ng phi hp, h tr tng h) Lm vic nh mt i; kt hp lc lng hp tc v kt ni. 3. Mc tiu: Aiming to become a leading company in the Asia-Oceania region with our core businesses in alcohol beverages, soft drinks and pharmaceuticals duy tr mc tiu tr thnh cng ty dn o ti khu vc chu v chu i dng, Kirin ra cc mc tiu n nm 2015 nh sau:
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Doanh thu t 3 trm t yn ( bao gm thu ung c cn). T l doanh thu gp vt hn 10%. T l doanh thu ti th trng nc ngoi khong chng 30%. 5. Cam kt trch nhim vi cc bn hu quan: Khch hng: Kirin s dng cng ngh nhm cung ng sn phm v dch v an ton, cht lng cao mang li gi tr v s bo m cho khch hng (To ra gi tr cho khch hng). Nhn vin: to ra mi trng lm vic m ti nhn vin c th hin s t tin v kh nng sng to, t ho v cng vic v thch th vi ngha v mc ch ca cng vic. C ng: Thc hin y trch nhim i vi c ng da trn quan im ton cu, di hn v s phn u khng ngng nng tm gi tr tp on (Gia tng gi tr cho c ng). X hi: ng gp cho s pht trin bn vng ca x hi song song vi trin khai cc hot ng kinh doanh ch trng bo v mi trng, ng gp nn cht lng cuc sng tt hn cho mi ngi trn ton th gii (ng gp cho x hi, ch trng n mi trng).
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D. LCH S HNH THNH V PHT TRIN

1. NHNG NM U (1907 1970): GIAI ON T NN MNG CHO S PHT TRIN CA KIRIN Ngy 23/2/1907, Kirin Brewery Co., Ltd chnh thc ra i ti Yokohama, Nht Bn. L ngi i tin phong trong ngnh cng nghip bia ti Nht, Kirin nhanh chng c ngi tiu dng a chung v doanh s ca cng ty t mc cao k lc gia nhng nm 1930. Nm 1939, Chin tranh th gii th II bt u cng l thi im m chnh ph Nht thc hin vic kim sot nghim ngt i vi ton b ngnh cng nghip sn xut bia. Doanh s bn hng ca Kirin v th gim mnh. Mc d hot ng kinh doanh b gi m st nhng Kirin vn thnh lp mt ngun qu h tr cho vic nghin cu v pht trin ca cng ty trong tng lai: Thng 1/1943, cng ty xy dng phng th nghim khoa hc ti nh my bia
Yokohama v b phn nghin cu ti nh my bia Amagasaki. Vo nm 1967, Kirin tip tc hon thnh Phng th nghim nghin cu tng hp
v nhiu phng nghin cu ti cc nh my sn xut bia. Nhng n lc ca Kirin trong vic u t cho nghin cu v pht trin a Kirin tr thnh doanh nghip i u trong cng ngh sn xut bia ti Nht. Nm 1947, cng ty sn xut bia Dai Nippon tch ra thnh 2 cng ty nh l Sapporo v Asahi. Ti thi im ny, Kirin vn cn l mt cng ty nh vi th phn khong 25%. Vi s phn tch ca Dai Nippon to c hi cho Kirin pht trin nhanh chng v chim lnh th phn. Doanh s bn hng ca Kirin tng nhanh, trong sut nhng nm 1950, t l tng bnh qun l 17% mt nm. Nm 1954, Kirin tr thnh nh sn xut bia s mt ti Nht Bn, vi th phn 37,1%.
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2. T NHNG NM 1970: A DNG HA SANG NHNG LNH VC MI Nm 1972, Kirin nm gi 60% th phn bia Nht Bn. Cng vo thi im ny, Kirin i mt vi nguy c b phn tch di p lc ca Lut chng c quyn. Cng ty phi xem xt liu n c nn rt ngun lc ca mnh vo ngnh sn xut bia hay dch chuyn mt s ngun lc ca cng ty sang lnh vc mi. Thm vo , giai on u nhng nm 1970, nhu cu ca ngi tiu dng Nht Bn tng cao, h mun tri nghim vi cc loi thc ung v thc phm mi. Chnh v vy m mt chin lc di hn v a dng ha sang tt c cc loi thc ung v kinh doanh thc phm c Kirin thng qua. Trong nm 1972, Kirin hn vn cng Joseph E. Seagram & Sons Inc thnh lp cng ty Kirin-Seagram Ltd sn xut loi ru whiskey u tin ti Nht l Robert Brow. Cng ty cng tung ra th trng mt lot cc loi nc gii kht khc nhau, trong Kirins Lemon Fizz v Orangeade to c doanh thu cao. Nhn thy c mi lin h gia cc sn phm nng nghip v qu trnh ln men, Kirin bt u thm nhp vo lnh vc kinh doanh thc phm. Cng ty tham gia vo lin minh vi cng ty Nagano Tomato sn xut cc loi nc tri cy v thc phm t c chua. Tt c nhng sn phm k trn c bn thng qua knh phn phi bia ca Kirin. Nm 1976, Kirin thnh lp cng ty Koiwai Daily Food sn xut cc sn phm t sa nh b, sa, v pho mt. u nhng nm 1980, Kirin tip tc tham gia vo lnh vc sn xut dc phm nh chuyn mn v kin thc c c t nhiu nm pht trin cng ngh ln men. Nm 1980, th trng bia Nht tng trng kh chm chp, khong 2-3% mi nm v xut hin nhng du hiu ca s bo ha. Nm 1981, Kirin thng qua Tm nhn qun tr di hn ca n. Vi tm nhn mi ny, cng ty s y mnh a dng ha vo cc lnh vc chnh, bao gm: nc gii kht, thc phm (cc sn phm t sa v c chua), dch v (nh hng, th thao), dc phm v cng ngh. Mc tiu ca Kirin l ng gp cho x hi t nhng kha cnh nh Sc khe, Hng v v Vn ha.
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m rng hot ng kinh doanh dch v, Kirin thit lp chui nh hng v cc qun ru bia mang tn Kirin City vo nm 1983. Sau , t nm 1986 n nm 1990, Kirin tip tc m thm khong 30 ca hng phc v cho vic phn phi bia v cc loi thc phm ca cng ty. Nhng kh nng ca Kirin trong lnh vc k thut v cng ngh bt u khi pht mnh m vo cui nhng nm 1980. Kirin cho ra i cc loi chai l v bao b ng gi c kh nng ti ch, to ra cc thit b kim tra v cung cp chng cho tt c cc cng ty sn xut bia v thc phm trong v ngoi nc. Kirin Techno Systems c thnh lp vo nm 1990. Trong lnh vc dc phm, Kirin cng t c nhiu thnh cng vi hai sn phm chnh l EPO v G-CSF. Lnh vc ny ng gp khong 68 t Yn vo doanh thu chung ca Kirin v n tng mnh qua cc nm.
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3. GIAI ON 1980 N NAY: NH MT TH PHN TI TH TRNG NI A NHNG T C NHIU THNH CNG TI TH TRNG QUC T Th trng ni a Trong giai on ny, Kirin gp tht bi ln khi mt th phn vo tay cng ty Asahi. Nguyn nhn l do Kirin qu t ho v nhng thnh cng t c, ch ch tm n chin lc bnh trng hot ng v nh gc i th cnh tranh m gim i s tp trung vo Khch hng. Nm bt nhanh chng th hiu ca ngi tiu dng, thng 3/1987, Asahi thc hin mt bc nhy vt y ngon mc, bt kp Kirin, khi tung ra sn phm Asahi Super Dry bia kh u tin ca Nht Bn. Ch mt nm sau khi Super Dry c gii thiu, Asahi tng th phn ni a ca n ln n 17%. n nm 1996, Super Dry tr thnh loi bia bn chy nht ti Nht Bn, thay th Kirin Lager, v th phn ca Asahi tng ln 35% trong khi Kirin gim xung cn 47%. u nhng nm 2000, Asahi tip tc tung ra sn phm Asahi Honnama, bia c hm lng mch nha thp v sn phm ny cng nhanh chng ng u v lng tiu th. Thnh cng vang di ca Asahi vi 2 sn phm Asahi Super Dry v Asahi Honnama nh bt Kirin ra khi v tr nh sn xut bia s 1 Nht Bn sut 50 nm qua. Th phn ca Asahi l 38,7% trong khi Kirin l 35,8 % nm 2001. Nhng tht bi trc Asahi buc Kirin phi xem xt li chin lc ca mnh. Mt t m nhn di hn n nm 2015 c thit lp v Tp trung vo khch hng tr thnh mt yu t then cht trong tt c cc chin lc ca cng ty v sau. Th trng quc t Bn cnh vic m rng kinh doanh ti th trng ni a, Kirin cng nhn thy c tim nng pht trin to ln t th trng nc ngoi. K hoch thm nhp th trng quc t c thit lp v nhanh chng thc thi vo u nhng nm 1980 thng qua cc hp ng cp php, lin doanh, mua li, sp nhp, u t xy dng mi
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n nm 1986, hot ng kinh doanh quc t ca Kirin bao ph khp khu vc chu u, Bc M, Nam M, chu , v c. Giai on t nm 1998 2009, Kirin tip tc tin hnh cc v mua li c phn ca cc cng ty ln ti cc th trng quan trng nh c, Trung Quc, ng Nam . Thng 4/1998, Kirin tit l rng cng ty b ra 746,1 triu $ mua 45% c
phn ca cng ty Lion Nathan Limited. Lion Nathan kinh doanh hai nh my bia ti New Zealand, ni m n s hu 54% th phn, v bn nh my bia ti c, ni th phn ca n l 42%. Ngoi ra, mt yu t hp dn na i vi Kirin l s hin din ng k ca Lion Nathan th trng Trung Quc. Nm 2002, Kirin b ra 544 triu la c mua li 15% c phn ca Cng ty
San Miguel. Cng ty ny c ti 90% th phn ti th trng Philippin. Ngoi ra, San Miguel cng kinh doanh, sn xut bia ti th trng Trung Quc, Vit nam, Indonesia, v c. Nm 2007, Kirin thc hin mt bc t ph quan trng vo th trng thc phm Pty Ltd, v National
v ung ca c bng vic mua cng ty Lion Nathan
Foods..iu ny to tin v cho php cng ty mua li Dairy Farmer vo nm 2008 v Brewer Lion Nathan nm 2009. Thng 7/2007, Kirin Brewery Co., Ltd chnh thc i tn thnh Kirin Holdings Company Limited phn nh chnh xc hn hot ng kinh doanh, vai tr cng nh v tr ca cng ty trn th trng. Nhng thnh cng m Kirin t c ti th trng nc ngoi a Kirin tr thnh thng hiu bia c nhiu khch hng a chung ti khu vc chu v chu i Dng. Kirin c th b nh bt ra khi v tr hng u trong ngnh sn xut bia Nht Bn, nhng s tch cc ca n trong vic theo ui s pht trin, bnh trng mnh m th trng nc ngoi d bo mt tng lai tt p s n vi cng ty.
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E. GIAI ON PHN TCH

I. KHNG GIAN: Nht Bn. Quy m th trng: chim trung bnh gn 76% doanh thu ca Kirin. Th trng truyn thng. Cc s kin lin quan ti hot ng kinh doanh, cng nh cc pht kin, nghin cu, m rng quy m hot ng cng ty, thit lp cc c s, chi nhnh lm nn tng ban u cho cng ty u din ra ti th trng truyn thng ca Nht Bn t khi thnh lp cho n nay. Th trng Nht Bn l ngun cm hng v nn tng ban u cho cc k hoch chin lc ca Kirin trong sut hn 1 thp k qua. T vic kinh doanh ti Nht Bn, tp on Kirin dn a dng ha, m rng hot ng, thm nhp vo cc th trng quc t. II. THI GIAN: T nm 1998 n nm 2007. y l khong thi gian Kirin ang thc hin k hoch chin lc KG21 (Kirin Group Vision 21).
Hn na, da trn cc kt qu t thc hin chin lc KG21, Kirin ln k hoch v trin khai chin lc cho khon thi gian t 2007 - 2015 vi s ra i ca Khung chin lc 12 Kirin Holdings Ltd. Co.
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di hn KV2015. ng thi, giai on ny to nn tng vng chc tin ti thay i c cu t chc phi hp chin lc KV2015 ca tp on vi s kin thng 7/2007, Kirin Brewery Co., Ltd chnh thc i tn thnh Kirin Holdings.
F. PHN TCH MI TRNG V M

I. MI TRNG KINH T Nn kinh t Nht Bn c du hiu phc hi giai on 1998 2007 1. Tng trng GDP Chu tc ng t cuc khng hong ti chnh chu nm 1997 v cuc suy thoi kinh t ca M nm 2000, nn kinh t Nht Bn tri qua mt giai on pht trin tr tr. T l tng trng GDP gim t 1.3% nm 2000 xung cn -0.3% nm 2002.
Japan GDP Real Growth Rate (%) - Ngun: www.indexmundi.com Trc tnh hnh ny, Chnh ph Nht Bn xc tin 6 chng trnh ci cch ln trong c ci cch c cu kinh t, gim thm ht ngn sch, ci cch khu vc ti chnh v sp xp li c cu chnh ph. D din ra chm chp nhng ci cch ang dn i vo qu o v em li nhng kt qu ng khch l: Nn kinh t Nht bt u phc hi v c bc tng trng t nm 2003. Mc tng trng GDP c ci thin v duy tr qua
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cc nm. Nm 2006, tng trng GDP ca Nht Bn l 2.2%, n nm 2007, t l ny vn tng nhng chm li mc 2%. 2. T l tht nghip v lm pht T l tht nghip ti Nht Bn gim t 5.4% nm 2002 xung cn 3.8% nm 2007, y l mc thp nht trong hn 7 nm qua (k t nm 2000). iu ny cng gp phn chm dt tnh trng gim pht ko di v t l lm pht c gi mc di 1%.
Inflation Rate (Consumer prices) (%) - Ngun: www.indexmundi.com
3. T l li sut T nm 1998 2007, t l li sut ca Nht Bn lun c duy tr mc thp di 1%. Chnh ph Nht thc hin iu ny khuyn khch ngi dn v cc doanh nghip 14 Kirin Holdings Ltd. Co.
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vay tin p ng cho nhu cu chi tiu cng nh hot ng kinh doanh nhm a nn kinh t thot khi thi k suy gim. Nhng c gng ca Chnh ph Nht trong vic phc hi nn kinh t v gim thiu tnh trng tht nghip gip nng cao tin cy ca ngi tiu dng i vi nn kinh t t nc. Ch s lng tin tiu dng ca cc h gia nh cng tng ln t 50 im vo thng 4/2006 y l mc cao nht k t thng 6/1990.
Ch s nim tin tiu dng ca cc h gia nh c duy tr mc cao chng t ngi tiu dng ang mua hng nhiu hn v thc y cho s m rng v phc hi ca nn kinh t.
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Qun tr chin lc 2011 II. NHN KHU HC
Theo bn ti liu s liu dn s Nht Bn ca vin dn s v an ninh x hi quc gia Nht Bn, dn s Nht Bn khong t nm 1998 n nm 2007 tng trung b nh mc 127,5 triu ngi. Tc tng dn s mi nm rt chm, trung bnh mc 0.1%. Thm ch t nm 2007 tr i, dn s bt u trt dc vi tc nhanh chng. Trong khi , t l dn s trong tui t 65 tr ln chim 20% dn s c nc vo thng 6/2006 c xu hng tng gp i sau 50 nm na. So vi cc quc gia khc nh M, Anh, c, Php, t l ny tng vi tc nhanh hn nhiu ln. iu ny cho thy tui th trung bnh ca ngi Nht ngy cng tng ln.
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C hai thc trng trn u phn ln xut pht t hin tng t l sinh ang gim v tip tc c xu hng gim trong nhiu nm n. S liu thng k cho thy t l sinh th ca Nht Bn t nm 2000 - 2005 mc 9%o trong khi trung bnh ca th gii mc 21.2%o. Thm ch t l tip tc gim trong cc nm tip theo. Mt s yu t dn n hin trng ny l gio dc pht trin, tp trung nui dy con cho tt, kt hn mun, s lng ph n lao ng tng, khng gian sng nh, gio dc v cc vn tng dn s, v chi ph nui dy mt a tr qu ln.
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Qun tr chin lc 2011 III. VN HA X HI a dng ha th hiu tiu dng
Trong khong thi gian qua, s thch tiu th ung c cn ca ngi tiu dng c s thay i ng k v trong mi phn khc, th trng c khuynh hng phn cc. iu ny c ngha l mi loi ung c cn c ch ng trong th trng. Hn na, c s xut hin mt s ngi tiu dng ch chuyn i v cch thc tiu dng bng cch chn cc loi bia ng cp vo cui tun v cc thc ung c mc ph thp hn trong tun. p ng nhu cu ca ngi tiu dng, 2 loi bia khng cn happoshu v new genre ra i v c xu hng tng sn lng tiu dng. Khi s thch tiu dng tr nn a dng, cc cng ty buc phi p dng cc m hnh sn xut mi pht trin thnh cng ty ton din v ung c cn. Chuhi v Shochu c s tng trng ng k trong khi sake ang gim dn. Ngoi ra, khch hng cn bt u c nhng i hi v thc ung tt cho sc khe v cc sn phm bia nh v sch hn. 18 Kirin Holdings Ltd. Co.
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c bit, theo mt cuc kho st ca Kirin, ngy nay gii tr cho rng ung ru, bia khng c cho l mt hnh thc thng thc hay s dng tinh t. IV. MI TRNG PHP LUT, CHNH SCH 1. Chnh sch mi trng: Tri qua hng trm nm chu tc ng mnh m ca s thay i mi trng sng, s nhim v thoi ha ti nguyn, Nht Bn thay i v vn ln vi cc chnh sch php lut v s gim st cht ch v mi trng v cc vn c lin quan bao gm: vic thi cht cng nghip, hn ch sn phm, hn ch cht thi, ci tin bo tn nng lng, ti ch, hn ch tn dng t ai, cc chng trnh gim st nhim mi trng, h tr nn nhn v cc iu khon v ch ti. Tt c quy nh v cc khon mc ny c iu tit bi The Basic Environment Law and Basic Environment Plan c hiu lc t nm 1994. Theo , cc chng trnh lin quan n mi trng c u t vi mc chi ph rt ln.
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T nm 1998 - 2002, chi ph d on cho cc phng n i ph vi nhim ti nhng vng min thuc k hoch vo khong 1800.2 triu yn i vi cc hot ng kinh doanh, 4526 triu yn cho cc d n phng nhim, v 3785 triu yn cho cc d n lin quan n nhim bi chnh quyn a phng. 2. Chnh sch thu nh vo thc ung c cn Thu nh vo thc ung c cn ti Nht Bn c xem l cao nht trn th gii. Khi so snh mc thu ny vi mt s quc gia khc, t l thu ca Nht Bn cao gp 11 ln so vi M v 15 ln so vi c - qu hng ca bia.
Mc thu ny c tnh theo mt h thng phc tp da trn thnh phn cc nguyn vt liu c s dng v hm lng cn c trong mi sn phm. V d vi mt chai bia ln (633ml), mc thu c chia thnh 2 phn, trong c 139 yen chim 40.3% mc gi cho thu ung c cn v 16 yen chim 4.8% mc gi cho thu tiu th; nh vy, bia c nh thu 2 ln, chim ti 45.1% mc gi bn l 345 yen.
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Bng iu chnh mc thu vo ngy 1/5/2006 cho thy s thay i ca danh mc tnh thu, t 10 khon mc phn vo 4 khon mc chnh v trong di hn c th rt ngn s khc bit gia cc danh mc.
nh hng tng gi ca bia bi thu nh vo ung c cn nh vy to ra e da gim kh nng tiu dng ca khch hng khi h b nh thu 2 ln v chu mc gi cao gp i so vi cc nc khc.
V. MI TRNG CNG NGH

Nht Bn ni ting l mt nc c trnh cng ngh cao trong hu ht cc lnh vc: cng ngh vi sinh, nng lng mi, cng ngh nano, cng ngh mi trng, cng ngh dy chuyn, cng ngh nh gi ri ro mi. S u t v cam kt ca chnh ph trong 21 Kirin Holdings Ltd. Co.
Qun tr chin lc 2011
nhng nm qua vo lnh vc nghin cu, pht trin v ng dng cng ngh mang li cc kt qu ng k. Cng ngh vi sinh Cng ngh ln men pht trin mnh: C th thy 1 trng hp kh r l vic ra i phng php ln men mi l ca Heiliger gip rt ngn thi gian ln men, tng tui th ca men bia, gim nguy c nhim khun v cht lng hng v bia c tng ln ng k tc ng mnh n ngnh sn xut bia.
Cng ngh vi sinh cn c s dng trong qu trnh ti ch cc cht thi, nguyn vt liu d tha, c bit sau qu trnh ln men ru bia, to xng du sinh hc, ti ch nc.
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Qun tr chin lc 2011
Cng ngh nng lng: Nht Bn l quc gia tin phong trong khai thc nng lng t nhin nh nng lng mt tri t cht bn dn, nng lng kh biogas.
Cng ngh vt liu mi: Theo tnh ton ca cc nh khoa hc th thi gian phn hy ca lon bia l 50-100 nm, v chai thy tinh l 1 triu nm. Vic s dng cc sn phm ny ang lm cho mi trng xu i v chi ph x l tng cao. Vi s ra i ca v lon ECO Can, khng ch c lm bng vt liu c th ti s dng, nu b thi ra mi trng, ECO Can s t phn hy hon ton. ECO Can c th ng 280ml dung dch lng hoc 23 Kirin Holdings Ltd. Co.
Qun tr chin lc 2011
lnh, v gi nhit rt lu nh vo cu trc 2 lp gi nhit ca n. c bit, ECO Can c th ti s dng nhiu ln nh vo np trn c th tho ri ra sch v chm thm nc. Ngoi ra, vic s dng ph gia t hy lm chai thy tinh cng c xem xt. Vi ECO Can v tng lai l chai thy tinh t hy, cc cng ty s tit kim c chi ph thu mua ti ch v lon bia, gim chi ph sn xut ng thi bo v c mi trng. Cng ngh IT: Nht Bn t c s pht trin ng k v mt cng ngh IT VI. MI TRNG TON CU 1. Trung Quc th trng y tim nng Trong nhng thp nin gn y, nn kinh t Trung Quc c nhng s pht trin mnh m. Nm 2007 l nm th 5 lin tip tng trng GDP ca Trung Quc mc 2 con s, t 11,5%. Bn cnh , Trung Quc cng ni ln nh mt th trng y tim nng v rt hp dn i vi cc nh u t trn th gii.
Mi nm Trung Quc tiu th mt lng bia, ru kh ln. Vo gia nhng nm 1990, Trung Quc c xem l th trng tiu th bia ln th 2 th gii. Cho n nay, vic s dng cc sn phm c cn tng ln nhanh chng quc gia ny. Nm 2006, lng bia tiu th ti Trung Quc t mc 36 triu kilo lt mt con s rt cao so vi cc quc gia khc trn th gii Trung Quc tr thnh quc gia tiu th bia ln nht th gii.
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Qun tr chin lc 2011 2. Xu hng Mua li v sp nhp (M&A)
Giai on 1998 2007, trc tnh hnh nn kinh t th gii c nhiu bt n, khng hong v suy thoi din ra thng xuyn th hot ng M&A c xem nh mt cch thc tt cc cng ty tip tc m rng th trng, gim thiu cc chi ph v ri ro.
Ngun: Works workshop Catching the Butterflies Xu hng M&A tng cao v t nh im vo nm 2000. Nhng li ch m M&A mang li c th k n nh: kh nng tip cn vi nhng dng sn phm mi, thm nhp nhanh chng vo nhng th trng hay nhng ngnh cng nghip mi, gim bt chi ph v thu hp s lng cc i th cnh tranh, pht trin th phn, tip cn vi cng ngh, nng lc sn xut tin tin hay cc nh cung cp mi trn th trng ton cu. Trc mt nn kinh t bp bnh, nhng li ch m M&A mang li cng thc y cc cng ty tham gia tch cc vo xu hng ny tm kim li nhun cho cng ty mnh. Hn na, nm 2005 chnh ph Nht thng qua Lut thng mi cho php cc cng ty nc ngoi c th mua li hoc sp nhp thng qua trao i c phn m khng p t nh thu ti th trng Nht Bn. Kt qu l s thm nhp ca cc i th mnh t bn ngoi nh InBev, Anheuser-Bush, SAB-Miller, v Heineken vo th trng Nht Bn ang to sc p cnh tranh i vi cc cng ty bia trong ngnh.
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Qun tr chin lc 2011 3. Vn mi trng
Th gii ang dnh s quan tm c bit n cc vn v mi trng ton cu nh: bin i kh hu ton cu, l thng tng ozon ngy cng m rng, nc bin dng Mt trong nhng nguyn nhn quan trng dn n iu ny chnh l do lng kh v cht thi cng thip do cc cng ty thi ra mi trng. Trc s thay i bt thng ca kh hu, s tuyn truyn mnh m ca chnh ph v cc t chc bo v mi trng, ngi tiu dng ngy cng a chung v ng h cc sn phm c ngun gc thin nhin, thn thin vi mi trng. Bn cnh , vic chnh ph Nht Bn tham gia Ngh nh th Kyoto (1997) vi cam kt ct gim 6% lng kh thi CO2 so vi nm 1990 cng to ra mt p lc cho cc cng ty kinh doanh ti Nht Bn 4. S tng gi ca nguyn, nhin liu T nm 1999 n nm 2007, gi du trn th gii tng chng mt, t 10 USD/thng ln 95 USD/thng. Gi du tng dn n chi ph nguyn liu v sn xut, vn hnh tng lin tc. N tc ng khng nh n cc cng ty bia trn ton cu. Bn cnh , do bin i kh hu, ma mng tht bc, nguyn liu tr nn t dn trong khi nhu cu s dng bia vn tng. iu ny y gi ca cc nguyn liu sn xut bia nh la mch, hoa bia...tng mnh. Gi mch nha nm 2007 tng gp i so vi nm 2005, t 700USD/tn. Tc ng ca s tng gi nguyn, nhin liu dn n mt lot cng ty ln trong ngnh bia Nht Bn tuyn b tng gi bia, t Asahi n Kirin ri Sapporo VII. C HI V E DA T MI TRNG
Mi trng
C hi
e da
Chi ph thu lao ng tng.
Nn kinh t ang c du Lc quan trong tiu dng. hiu phc hi. T l sinh gim. Ngun lc lao ng c kinh Gi ha dn s. nghim v k nng. Tc tng dn s gim.
Kh hn tm kim lao ng ti nng v tr. S co li ca th trng tiu th ung c cn. S a dng v s thch ca C hi khai thc nhu cu a Yu cu cao hn v cht ngi tiu dng. dng mi xut hin. lng v a dng v chng loi v mt hng sn phm. 26 Kirin Holdings Ltd. Co.
Qun tr chin lc 2011 Cc chnh sch cht ch v mi trng.
Sc p v xy dng h thng sn xut v qun l thn thin vi mi trng. Chnh sch thu cao Tng gi sn phm, nh hng trc tip n chi tiu ca khch hng. S pht trin khng ngng Nhng cng ngh mi S pht trin ca IT e da ca cng ngh. mang tnh p dng cao. trong qun l b mt kinh Nhng cng ngh to s doanh v cng ngh sn khc bit, mang li c hi xut. c quyn. S vn ln ca th trng C hi m rng th trng Trung Quc tiu th. Xu hng M&A M rng kinh doanh ra S m rng quy m hot nc ngoi. Thm nhp vo ng gy sc p v qun l. th trng mi d dng hn. Tn dng ngun cung ng, phn phi sn c. S tng gi Nguyn vt liu Chi ph u vo c xu hng tng ln. Bin i kh hu S xut hin ca cc thin tai e da mnh m n kinh doanh n nh, bn vng.
G. PHN TCH NGNH

I. GII THIU NGNH BIA 1. nh ngha: Ngnh sn xut bia bao gm mt nhm cc nh sn xut v t chc thc hin cc hot ng nhm cung cp bia n th trng. Ti th trng Nht Bn, c 3 nhm bia chnh gm: Bia Bia l ung c cn kh ph bin ti th trng Nht Bn. Cc cng ty sn xut bia hng u l Asahi, Kirin, Suntory v Sapporo. Ngh thut bia c du nhp t c vo thi k u Minh Tr nh l mt d n pht trin cho vng bc Hokkaido.
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Qun tr chin lc 2011
Happoshu Happoshu (hay cn gi l "sparkling alcohol", c bit nh l loi bia c hm lng mch nha thp) mi c pht minh bi cc cng ty sn xut bia Nht. N c mi v v nng cn tng t nh bia nhng c to ra vi hm lng mch nha thp hn, gp phn to v nht hn v khc bit. V cng v hm lng mch nha thp, happoshu chu mc thu khc so vi bia v v th mc gi thng thp hn tng ng. Bia th h th 3 "Third beer" (Cng c bit n nh l "Shin Janru" hay "New Genre") l thnh tu mi nht trong ngnh bia Nht Bn. i ph vi s thay i thu, loi bia ny c ti nh hm lng mch nha, v c bn, loi ung tng t bia ny hu nh khng cha mch nha, thay vo l u H Lan, u nnh hay la m. 2. M t ngnh: Sau t phc hi kinh t vo nm 2006, cng vi s xut hin ca dng bia "Th h mi" mang li hng v mi cho tiu dng ti cc gia nh, th phn ca Bia + happoshu + new genre tng ln gn 20%, t mc khong 67%. Mc d s xut hin ca new genre, th trng kt hp Bia, Happoshu v New Genre c xu hng gim trong ngnh thc ung c cn, mi nm gim mc 1%. Tuy nhin, so vi mc gim 3.2% vo nm 2005, iu ny cng mang li kt qu khch l trong mt nn kinh t ang phc hi v vi mt cu trc ngnh ngy cng r rng.
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Qun tr chin lc 2011
+ S lng doanh nghip trong ngnh: ti th trng Nht Bn, 4 cng ty ln nht trong ngnh gm Kirin, Asahi, Sapporo, Suntory. K t sau nm 1994 khi c s thay i v lut thu i vi thc ung c cn, hng lot cc cng ty sn xut bia a phng xut hin, hin c khong 24 cng ty bia a phng nh: Oyuki Local Beer (Asahikawa, Hokkaido) Furano Local Beer (Furano, Hokkaido) Ohotsuku Beer (Kitami, Hokkaido) Otaru Beer (Otaru, Hokkaido) Kamui Beer (Iwamizawa, Hokkaido) Sapparo Kaitakushi Beer (Sapparo, Hokkaido) Onuma Beer (Nanae, Hokkaido) Hakodate Beer (Hakodate, Hokkaido) Ginga Heights Beer (Nishiwaga, Iwate) Miyamori Beer (Miyamori, Iwate) Echigo Beer (Niigata city, Niigata) Nasu Heights Beer (Nasu, Tochigi) Jorikuno Nest Beer (Ibaraki) Santo Garren (Kanagawa) Sagami Beer (Kanagawa) Shonan Beer (Kanagawa) Shiga Heights Beer (Nagano) Yaho Brewing (Nagano) Tama no Megumi (Tokyo) Oraho Beer (Nagano) Gotenba Heights Beer (Gotenba, Shizuoka) Hideji Beer (Nobeoka, Miyazaki) Tazawako Beer (Senboku, Akita) Minoo Brewery (Minoo, Osaka) Trc , c cp php sn xut bia, cc cng ty phi sn xut t nht 2 triu lt mi nm c cp php hot ng. S xut hin v ang tri dy ca cc cng ty bia 29 Kirin Holdings Ltd. Co.
Qun tr chin lc 2011
a phng ang tc ng ng k ti vn ha bia ru ti Nht Bn cng nh to ra cc mi nghi ngi vi cc cng ty ln, trong c Kirin. C th, lng tiu th bia gim 72 triu lt, trong khi nhu cu i vi ung tng t bia Happoshu c xem l chu thu thp trc y gim 177 triu lt do s gia tng ca mc thu. Cng vi s xut hin ca loi bia Th h th 3, lng tiu dng ca n tng 210 triu lt. Nhn chung, tng lng st gim nhm bia mc ch 40 triu lt thp hn nhiu so vi lng sn xut ra ln ti 6.2 t lt. II. PHN TCH TNH HP DN CA NGNH 1. M HNH 5 LC LNG CNH TRANH: a. i th cnh tranh trong ngnh: Cao Cu trc cnh tranh ngnh: Tp trung Ngnh bia ti Nht Bn c xem xt di gc ngnh tp trung. Ngnh bao gm 4 cng ty ln nht chim ti 99,3% th phn ca th trng bia ru Nht, l: Asahi (37.5%), Kirin (36.7%), Sapporo (12.1%) v Suntory (13%). Nhng cng ty ln trong ngnh lun bm st nhau trn cc phn on th trng, cnh tranh bng vic nng cao cht lng sn phm, y mnh qung b hnh nh cng ty v p ng tt nht nhu cu ca khch hng. Cc iu kin nhu cu: Cao Giai on 1998 2007, nn kinh t Nht Bn tri qua mt thi k kh khn do nh hng t cc cuc khng hong ln trn th gii. Ngnh bia nc ny cng b tc ng rt nhiu. Nhng theo nhng d liu thng k nm 2006 ca chnh ph Nht, ngnh bia ca nc ny vn ng vng, lng tiu th c gi mc cao, chim khong 2/3 trong s 9 t lt thc ung c cn c tiu th nm 2005.
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Qun tr chin lc 2011
Tuy th hiu ngi tiu dng c s thay i, nhng cc cng ty ln trong ngnh bia Nht Bn nhanh chng nm bt c nhu cu, cho ra i cc dng sn phm bia c hm lng mch nha thp nh happoshu, bia khng cn hay bia th h th 3 tt cho sc khe. Nhng n lc u t cho cng ngh, bao gm c cng ngh ln men, vi sinh, hay cng ngh xanh ca cc cng ty ln khng nhng duy tr c lng tiu th bia m cn to n tng v hnh nh tt trong tm tr khch hng. Vic tiu dng bia ch gim nh qua cc nm, chng t nhu cu tiu dng bia ti Nht vn rt ln, c bit l cc sn phm bia mi. Ro cn ri ngnh: Cao c tham gia vo hot ng sn xut bia ti Nht Bn, cc cng ty phi b ra mt ngun vn u t kh ln cho vic sn xut nh u t cho h thng thit b sn xut bia, tm kim ngun nguyn liu m bo, thu cao, phi sn xut c sn lng theo quy nh ca Chnh ph. V vy, cc cng ty s phi n o, cn nhc k lng trc khi quyt nh ri ngnh bi chi ph cho vic ri ngnh l kh cao. Kt lun: S cnh tranh trong ngnh bia din ra rt mnh m. Cc cng ty ln lun phi n lc cnh tranh, ginh ly th phn trn tng phn on th trng.
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Qun tr chin lc 2011 b. Cc i th cnh tranh tim tng: THP
Ro cn ln nht i vi cc cng ty mun nhp ngnh chnh l thu nh vo thc ung c cn. Lut thu nh vo thc ung c cn ca Nht Bn rt nghim khc. Cc ngnh kinh doanh lin quan n thc ung c cn, d l sn xut hay bn bun u phi xin s ph chun v c giy php. Biu thu c Chnh ph Nht s dng cho thc ung c cn c xem l cao nht th gii. Bn cnh , vi ngnh sn xut bia, cn mt ngun vn u t kh ln cho h thng sn xut, i hi c nhiu chuyn mn v gii v cng ngh, c bit l trong vic x l qu trnh ln men v kim sot cht lng. Ro cn nhp ngnh l rt cao, do , s e da ca cc i th cnh tranh tim tng vo ngnh sn xut bia l THP. c. Nng lc thng lng ca ngi mua: CAO
Cng ty phn phi sn ph m (bn bun, bn l):
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Qun tr chin lc 2011
Bia ti Nht Bn c bn thng qua 5 knh phn phi ch yu, l: siu th (SM 22% nm 2003), cc ca hng tin li (CVS 13%), cc ca hng gim gi (DS 22%), cc ca hng bia ru tng hp (14%) v cc c s thng mi nh qun bar, nh hng (22%)S cnh tranh gay gt ginh ly th phn gia cc cng ty ln trong ngnh bia cng vi vic bi b quy nh v kim sot giy php bn bun cc loi thc ung c cn to iu kin thun li cho hot ng ca cc nh bn l v nng cao quyn lc ca h. c bit, nhng ai s hu nhiu ca hng bn l th cng c nng lc thng lng cao i vi cc cng ty sn xut bia. Ngi tiu dng cui cng Ti th trng bia Nht, cc cng ty ln khng cnh tranh nhiu v gi m ch yu l v cht lng v cch thc p ng nhu cu ca khch hng. Gi vng v gia tng th phn l mc tiu m tt c cc cng ty hng n. S lng ngi mua ng o, h c th d dng chuyn i vic s dng sn phm bia ca cng ty ny sang sn phm ca i th cnh tranh bi chi ph chuyn i l rt thp Ngi tiu dng c mt quyn lc ln i vi cng ty. T nhng iu trn c th nhn thy rng: Nng lc thng lng ca ngi mua trong ngnh bia ti Nht Bn l cao. d. Nng lc thng lng ca nh cung cp: THP u vo ca ngnh sn xut bia l cc nguyn liu th ( nc, la mch, cy hoa bia, ht ng cc v men bia), nguyn liu ng gi ( thng v lon bia) cng nh thit b ( nh my nghin ht, b cha, h thng ln men v ng gi). C th ni u vo ca ngnh khng khan him, s lng cc nh cung cp ti Nht hin nay li ng o. Cc cng ty bia khng ch s dng knh cung cp ni a m cn nhp khu nguyn liu u vo t cc nc nh M, AustraliaH c th d dng chuyn i sang cc nh cung cp c mc gi cnh tranh hn. iu ny lm nng lc thng lng ca cc nh cung cp thp i v sc mnh ca cc cng ty sn xut bia tr nn mnh hn. 33 Kirin Holdings Ltd. Co.
Qun tr chin lc 2011 e. Cc sn phm thay th: CAO
Hu nh cc loi nc gii kht u c th thay th cho bia, c th k n nh ru (sake, sho-chu) hay cc loi nc ngt, nc tri cyNu coi bia c s dng nh l mt phn trong vic giao tip v gii tr th sn phm thay th ca n cng rt a dng nh phim nh, m nhc, in thoiS a dng v nhu cu ca ngi tiu dng cng nh mong mun s dng nhng loi thc ung, nhng cch thc gii tr v giao tip mi lm cho kh nng thay th ca nhng sn phm k trn i vi bia l rt cao. 2. NHM CHIN LC: Cc cng ty phn bit vi nhau da vo: + Nghin cu v pht trin cc cng ngh mi trong bia v ng gi, cc loi sn phm mi, nghin cu th trng; - Kirin: H thng sn xut sn phm mi ln (c trong bia v bao b). Chuyn gia v k thut vi nhiu phng th nghim R&D ln l nn tng cho cc sn phm mi. - Asahi: Cc phng th nghim R&D tp trung. - Sapporo: Chuyn v R&D nng cht lng sn phm mi. - Suntory: u t R&D nng cht lng sn phm mi. - Cc cng ty sn xut bia a phng: i sau, s dng cc k thut bia gia truyn, khng u t nhiu vo R&D nhiu nh 4 tp on ln nht ngnh. + Kh nng tch hp khch hng vi h thng IT cho d on, bn hng v marketing cng nh kh nng quan h khch h ng tt; - Kirin: Pht trin h thng IT h tr v d on th trng, bn hng v marketing; thit lp h thng quan h khch hng xut sc. - Asahi, Sapporo, Suntory: Ch dng li vic pht trin h thng IT cho d on, bn hng v marketing. 34 Kirin Holdings Ltd. Co.
Qun tr chin lc 2011
- Cc cng ty sn xut bia a phng: Cha u t mnh v tch hp khch hng. + Phm vi a l ni m cc cng ty hot ng: thng cc cng ty bia ti Nht khc nhau nhiu v quy m t chc hot ng sn xut v kinh doanh theo phm vi a l. - Cc tp on ln mnh nh Asahi, Kirin, Sapporo v Suntory khng ch dng li quy m ton nc Nht m cn vn ra th gii. Trong khi cc cng ty sn xut bia a phng li khng c kh nng nh vy. Bn nhm chin lc: Quy m th phn: Asahi (37.5%), Kirin (36.7%), Sapporo (12.1%) v Suntory (13%), cc cng ty a phng chim phn nh cn li.
Nhm dn u
Rng
Kirin Asahi Suntory Sapporo

Phm vi a l
Nhm a phng
Hp
R&D Thp Mnh
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Qun tr chin lc 2011
Nhm dn u
Rng
Asahi Suntory Sapporo

Phm vi a l
Kirin
Nhm a phng
Hp
Thp
Kh nng tch hp khch hng
Mnh
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Qun tr chin lc 2011 3. TRNG THI NGNH:
Biu dch chuyn mc tiu th cc nhm sn phm thuc ngnh bia trn cho thy nhu cu i vi ngnh bia nhn chung gim nh trong khong thi gian ny. Vi s ra i ca dng bia th h th ba vo nm 2003 gip ngnh bia ti lp v th tiu dng so vi nhng nm trc . Hn na, ngnh bia ti Nht c s chi phi rt ln bi 4 tp on khng l l Asahi, Kirin, Sapporo v Suntory, chim gi hn 99% th phn ngnh. Do , ngnh ang c xem kh tp trung hay c th xut hin c quyn nhm trong ngnh.
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Qun tr chin lc 2011
Cc cng ty cnh tranh vi nhau v gi, s khc bit v sn phm v ang tin dn sang u t vo dch v phc v khch hng nh l cch thc trnh mt kch bn cnh tranh v gi vi cc i th. Ngoi ra, cc cng ty ang theo ui chin lc a dng ha nhm i ph vi s tc ng ca thu cao v s thay i a dng v s thch tiu th ca khch hng. Kt qu l nhiu loi bia xut hin nhng nhiu nhn hiu, phc v cho cc nhu cu a dng ca khch hng nh bia theo ma, bia hm lng mch nha thp v cc thc ung gii kht, chc nng, Nh vy, c th kt lun ngnh bia ti Nht ang trong giai on bo ha. 4. CC NHN T THEN CHT THNH CNG 1. Nghin cu v pht trin: thnh cng trong ngnh bia ni ring v thc ung c cn ni chung, nghin cu v pht trin l nhn t i u i mi, to ra cc sn phm mi, tha mn chnh xc nhu cu ca khch hng. Trong ngnh bia, R&D cn tp trung vo pht trin cng ngh bia, thit k bao b, nghin cu th trng. c bit, theo ui chin lc a dng ha mt chin lc kh ph bin i vi cc tp on bia ln ti Nht Bn, R&D l nn tng cho h thng pht trin sn phm mi, thm nhp vo cc lnh vc mi. 2. Qun l cc nhn hiu mnh: Th hiu v yu cu ca khch hng i vi cc sn phm bia ngy cng a dng. Nhiu sn phm mi vi nhiu nhn hiu xut hin cnh tranh vi nhau v vi cc sn phm ca i th. thnh cng trong ngnh, cc cng ty cn nh v thng hiu ni khch hng. Hay l cc cng ty trong ngnh cn tm kim v la chn nhng th trng chin lc ca cng ty xy dng cc hnh nh c trng ca thng hiu, qun l thng hiu. 3. Qun l h thng knh phn phi: cn c mt s kt ni trc tip gia sn phm v khch hng. Vi s rng ln v mi trng a l, trong nc, cng nh khu vc chu chng hn, cn c h thng phn phi rng v su thm nhp v pht trin th trng. Hn na, tnh thay th cng tng ln yu cu bn cnh yu t to s khc bit khc, vic mang sn phm n tn tay khch hng ng vai tr rt quan trng trong thnh 38 Kirin Holdings Ltd. Co.
Qun tr chin lc 2011
cng lu di ca cc cng ty. Hin nay ti th trng Nht c 5 loi trung tm, c s chnh phn phi bia cho th trng, l: siu th (SM 22% nm 2003), cc ca hng tin li (CVS 13%), cc ca hng gim gi (DS 22%), cc ca hng bia ru tng hp (14%) v cc c s thng mi nh qun bar, nh hng (22%) Qun l v thit lp mi quan h cht ch vi cc i tng trn s gip cng ty tip cn v tm kim gi tr cho khch hng. 5. NG THI CA I TH CNH TRANH
Hu ht th phn ngnh bia hin nay c chia ch yu cho 4 tp on ln nht ngnh l Asahi, Kirin, Sapporo v Suntory. Vo nm 2005, con s th phn c th l: Asahi (37.5%), Kirin (36.7%), Sapporo (12.1%) v Suntory (13%). Trc nm 2001, Kirin lun l cng ty dn u th trng vi th phn ln n khong 60%. Nhng v tr ny ri dn t nm 1987 khi Asahi tung ra th trng sn phm Asahi Super Dry. n nm 2001, Asahi vt mt Kirin tr thnh tp on i u v th phn trong ngnh. 39 Kirin Holdings Ltd. Co.
Qun tr chin lc 2011
Vo th k 21 khi chnh ph Nht p dn g mc thu kh cao cho thc ung c cn (khong 46.5% gi bn l), cc cng ty theo ui chin lc to s khc bit v dn u v chi ph tp trung vo sn phm. Trong khi Kirin m rng ph sn phm p ng yu cu i mi ca khch hng. Asahi v Sapporo theo ui m hnh chi ph thp, a ra mc gi thp tng lng sn phm ca h ti cc k hng ca cc nh bn l. Cn Suntory li tm kim cc cng thc bia mi trnh mc thu qu cao ca chnh ph. Kt qu l vo nm 2003, trong ngnh bia Nht vi tng mc doanh thu ln ti hn 25 t , Kirin t 35.7% th phn, theo st Asahi vi 39.9%, th 3 l Sapporo vi 13.1% v Suntory vi 10.4%. Cng v sau, chin lc ca cc cng ty ngy cng r rng. Asahi vn da vo thng hiu lm nn lch s ca mnh l Asahi Super Dry, nm 2003 u t 1.45 t vo qung co v truyn thng tng hnh nh ca sn phm. Bng cch tp trung vo bn hng v ngun vn mnh, Asahi ang tm kim tnh kinh t theo quy m. Sapporo li thng qua R&D, tung ra cc sn phm gi thp hn nh loi bia t u nnh thay cho la mch. trnh cnh tranh v i u trc tip vi 2 g khng l l Asahi v Kirin, Sapporo gi v th ca ngi theo sau. Trong khi , Suntory li tm kim nhng th trng ngch hot ng. Suntory xc nh cc lnh vc hot ng trn nhng phn khc nh, kt hp li nhun ca ton b ph hng gm whiskey, ru v spirits. 6. CC LC LNG DN DT S THAY I TRONG NGNH a. S a dng trong s thch tiu dng ca khch hng: Khi ngnh bia ang bo ha, cng vi yu t nhn khu hc thay i kh nhanh, s a dng trong s thch tiu dng ca khch hng tr thnh yu t dn dt mnh s thay i trong ngnh. Cc cng ty mun gi th phn th cn nm bt kp thi s xut hin ca nhng nhu cu mi, cng nh ch ng tm kim nhu cu mi tung ra cc sn phm ph hp. Hn na, cc cng ty cn phi thay i m hnh sn xut theo hng ton din, linh hot. T yu t ny to ra sc p cnh tranh buc cc cng ty tha mn nhu cu, p ng cht lng, cung
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Qun tr chin lc 2011
cp nhiu sn phm cho khch hng. Bn cnh , mt s cng ty cn c th tm kim nhng k h mi trong th trng thm nhp. b. Chnh sch thu nh vo thc ung c cn: c coi l cao nht trn th gii, chim gn 45.6% gi bn l. Hng mc nh thu thay i dn, khong cch thu gia cc khong mc c rt ngn, c th l vo thng 6/2006 danh mc thu rt li cn 4 thay v 10 mc nh trc. Kh nng thu c iu chnh cao hn na c th xy ra. nh hng trc tip ca thu d dng nhn thy qua s tng gi ca sn phm. iu ny to sc p cho cc cng ty khi sc mua gim. Trong giai on u i ph vi mc thu cao ny, nhiu cng ty thay i chin lc ca mnh, c cng ty theo ui chin lc dn o chi ph, c cng ty tm kim s khc bit vi mc ch to ra sn phm c gi thp hn cho ngi tiu dng. Hn na, gi cao cn e da thay i nhu cu tiu dng ca khch hng, in hnh l s gim st ca lng tiu dng cc loi bia v s tng ln ca cc loi bia hm lng mch nha thp hn. c. Ton cu ha: Cc cng ty ti M v chu u ang u t vo th trng cc quc gia ang pht trin ti khu vc chu v chu i dng. Trong c 4 chuyn gia mnh vi cc thng hiu ni ting l InBev, Anheuser-Bush, SAB-Miller, v Heineken vi cc ngun lc rt ln. Khi , vic cc cng ty Nht m rng hot ng ra th trng nc ngoi s gp phi s cnh tranh khc lit ca cc tp on ny. Nu c nhng bc i sai lm, cc cng ty phi nh i bng th phn trong nc v kh nng cnh tranh ca mnh. Ngoi ra, nguy c cc cng ty nc ngoi thm nhp vo th trng Nht Bn thng qua M&A vi cc cng ty sn xut bia Nht l rt ln. V nu mt sn phm nh happoshu ca mt cng ty sn xut bia Nht sp nhp c sn xut ti cc th trng cnh tranh v chi ph nh Trung Quc v sau c phn phi qua h thng phn phi sn c ca cng ty ny ti th trng Nht Bn, th c th gy ra cc cuc chin tranh v gi mnh trong ngnh, e da ti cu trc ngnh.
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Qun tr chin lc 2011 I. PHN TCH CHIN LC I. CHIN LC CP CNG TY
Giai on u t nm 1907- 1970, Kirin theo ui chin lc tp trung. Cng ty dnh ton b ngun lc ca mnh, u t vo ngnh sn xut bia. Cng ty b ra mt ngun vn ln cho hot ng nghin cu, pht trin cng ngh sn xut, tung ra cc sn phm bia cht lng cao vi hng v tuyt ho p ng nhu cu ca khch hng. Nm 1954, Kirin tr thnh nh sn xut bia s 1 ti Nht Bn vi th phn 37,1% ng thi cng l cng ty i u v cng ngh sn xut bia ti Nht. Bc sang giai on 1970, trc nguy c b phn tch di p lc ca Lut chng c quyn v s gia tng nhanh chng nhu cu ca khch hng v nhng loi thc ung, thc phm mi, Kirin quyt nh thc hin chin lc a dng ha lin quan, dch chuyn mt s ngun lc ca cng ty sang cc lnh vc mi. 1. CHIN LC A DNG HA LIN QUAN T lnh vc kinh doanh chnh l sn xut bia, Kirin m rng hot ng sang cc lnh vc mi: nc gii kht (soft drinks), thc phm (Foods), Dc phm v nhm cc lnh vc nh gm: nh hng, my mc chuyn dng, logistics, trng hoa. Kirin dch chuyn cc nng lc v nghin cu th trng, cng ngh kim sot cht lng, cng ngh kim sot chai v ng chai, s dng mng li phn phi rng khp hin ti trong lnh vc bia ru phn phi cc sn phm trong lnh vc mi, cng vi ngun lc mnh v ti chnh u t sang cc lnh vc khc. Year Fields Alcohol Beverage Soft Drinks Pharmaceutical Other business 1999 2000 2001 58% 56.3% 56% 31% 29.6% 30.3% 11% 14.1% 13.7% 2002 55% 30% 15% Net Sales 2003 2004 2005 52% 50.8% 50.4% 31% 30.4% 30.7% 5% 5.1% 6% 12% 13.6% 12.9% 2006 52.3% 31.1% 5.3% 11.3% 2007 56.3% 29.4% 5.0% 9.3%
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Qun tr chin lc 2011
T bng s liu trn, ta d dng nhn thy s dch chuyn ca Kirin t tp trung vo sn xut bia sang nhng lnh vc khc. Lnh vc dc phm c u t t nm 1982 v l mt trong nhng lnh vc c Kirin ch trng bn cnh sn xut bia v nc gii kht. n nm 2003, sau khi c nhng bc tin v s pht trin mnh, n c tch ra khi Cc lnh vc kinh doanh khc tr thnh 1 n v kinh doanh c lp, ng gp vo doanh thu chung ca Kirin. Cc hnh thc c Kirin s dng thc hin chin lc a dng ha lin quan trong giai on 1998-2007 bao gm: Mua li, u t xy dng mi. Mua li: Kirin xc nh rng mt mnh Kirin khng th sn xut ht tt c cc sn phm trong cc lnh vc m cng ty dch chuyn ti (trang 99/tl 1). V th, thng qua Mua li kt hp ngun lc sn c ca Kirin vi dy chuyn sn xut v c h thng phn phi ca cng ty mi. y c th xem l hnh thc chnh c Kirin s dng thc hin chin lc a dng ha lin quan. Kirin mua li c phn ca mt s cng ty ln trong : Lnh vc ung c cn nh Lion Nathan National Foods (c v New Zealand), San Miguel (Phillipin), Mercian (Nht). Lnh vc thc phm nh Lion Nathan National Foods, Dairy Farmer (c),... Lnh vc dc phm l Kyowa Hakko Kogyo Co.,Ltd y l bng tng hp v s lng cc cng ty m Kirin thc hin mua li c phn giai on 1988 - 2011, trong t nm 1998 - 2007, Kirin tin hnh mua c phn ca 16 cng ty. Cng hng: Hot ng mua li gip Kirin c th vt qua cc ro cn nhp cuc, thm nhp nhanh chng vo cc lnh vc kinh doanh mi, gia tng sc mnh v s hin din trn th trng ca Kirin ng thi hc hi nhng kinh nghim hay cng ngh mi t nhng cng ty mua li. u t xy dng mi 43 Kirin Holdings Ltd. Co.
Qun tr chin lc 2011
Bn cnh cc hnh thc nh Lin doanh, Mua li, Kirin cn thc hin u t xy dng mi cc c s kinh doanh trong cc lnh vc m cng ty tham gia. - Dc phm: Kirin Pharma Co.,Ltd. - Soft drinks: Kirin Beverage Co.,Ltd. - Lnh vc thc phm: Kirin Kyowa Foods. - Lnh vc khc nh: Kirin logistics Co., Kirin Agriobio Group, Kirin City. Vic u t xy dng mi khng ch din ra ti Nht m cn c tin hnh mt s nc thuc khu vc chu , chu M. Sut hn 100 nm hnh thnh v pht trin, Kirin lun c gng gi vng nhng gi tr ct li ca mnh. Vic Kirin s dng cc hnh thc thm nhp trn tip cn nhng lnh mc mi c s lin quan vi nhau gip Kirin gia tng s hin din ca mnh trn th trng, tn dng mt s ngun lc ca pha i tc v chuyn giao nng lc gia cc hot ng R&D, Marketing mt cch hiu qu cung cp cc gi tr mi v thc phm v sc khe cho khch hng. 2. CHIN LC HI NHP DC Bn cnh chin lc a dng ha, Kirin cng nhn thy nhng li ch m Chin lc hi nhp dc mang li cho cng ty. Vi ngun lc ti chnh, k thut v cng ngh mnh m, nghin cu th trng v nng lc v bn hng, Kirin thc hin c Hi nhp dc xui chiu v ngc chiu. Hi nhp dc xui chiu Kirin vn tip tc duy tr v pht trin chui cc qun ru bia mang tn Kirin City cng vi hn 30 nh hng v tr gn hoc kt hp vi cc nh hng cung cp bia t nhng nm 1983 v 1990. Bn cnh , Kirin cng thc hin nhng quyn thng mi ti mt s nh hng, khch snKirin Food Service Co., Ltd c thnh lp qun l v kim sot hot ng nhng quyn ny.
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Qun tr chin lc 2011
Cng hng: Bng vic kim sot h thng knh phn phi, Kirin to lp c mt ro cn nhp cuc cho cc i th mun nhp ngnh. Ngoi ra, thc hin hi nhp dc xui chiu cng gip Kirin kim sot tt hn cc knh phn phi, m bo gi c, hnh nh cng nh cht lng sn phm ca cng ty, mang li s hi lng v p ng tt nht nhu cu ca khch hng. iu ny cng s gip Kirin to dng c li th cnh tranh so vi cc i th trong ngnh. Hi nhp dc ngc chiu Bn cnh vic mua v nhp khu cc nguyn liu u vo cn thit cho hot ng sn xut, Kirin cng xy dng t rt sm cc phng th nghim khoa hc tng hp, cc trung tm nghin cu ti Yokohama, Amagasaki, Takasaki B phn R&D ca Kirin tm ra nhiu phng php, to ra cc loi men mi v s dng cc loi nguyn liu mi vo quy trnh sn xut nhm gim bt chi ph cho cc ngun u vo ca cng ty. Kirin cng s dng nng lc trong lnh vc k thut ca mnh sn xut ra cc loi chai l, bao b ng gi c kh nng ti ch. Cng ty cn to ra cc thit b kim tra, kim sot cht lng v cung cp chng cho tt c cc cng ty sn xut bia v thc phm trong v ngoi nc. Cng hng: Vi vic t thit lp v kim sot mt phn cc u vo cho sn xut, Kirin va tn dng c ngun nhn lc ca mnh, phc v cho hot ng R&D, ng thi gim mt phn chi ph cng nh s ph thuc vo cc nh cung cp. II. CHIN LC TRONG MI TRNG TON CU Kirin c nhng bc tin u tin vo th trng ton cu t nhng nm 1970. M v chu u l nhng khu vc u tin Kirin thm nhp di cc hnh thc lin doanh, cp php. Bc sang giai on 1998 2007, hot ng quc t ca Kirin bt u c s dch chuyn, hai th trng c Kirin ch trng nht lc ny chnh l khu vc chu v chu i Dng.
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Qun tr chin lc 2011
1. C hi v thch thc C hi Khi s tng trng ti th trng bia ni a tr nn chm chp, th vic y mnh dch chuyn kinh doanh ra th trng nc ngoi mang li cho Kirin nhiu c hi pht trin mi: Gia tng thu nhp, khai thc nhng ngun lc t th trng nc ngoi (nguyn liu phong ph, nhn cng gi r, th trng tiu th tim nng). Dch chuyn cc sc mnh ca Tp on s tinh thng v cng ngh, quan h khch hng xut sc v s dng chng mt cch c hiu qu, p ng nhu cu ti th trng quc t. Gia tng s hin din, mang hnh nh v sn phm ca Kirin n vi nhiu khch hng hn trn ton th gii. Thch thc
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Qun tr chin lc 2011
tip cn vi th trng ti mt quc gia mi l iu khng d dng. Kirin s phi i mt vi s cnh tranh gay gt khng ch t nhng i th bn a m cn t pha cc cng ty quc t khc mun nhp ngnh. Bn cnh , s khc bit v vn ha gia cc quc gia, th hiu tiu dng hay chnh sch ca chnh ph nc s ti c th tr thnh thch thc ln i vi Kirin trong tin trnh m rng hot ng kinh doanh ra ton cu. Trong lnh vc ung v thc phm, ti mi quc gia, nhu cu v s thch tiu dng ca khch hng rt khc nhau. Cc sn phm bia ca Kirin ti th trng ni a c th khng ph hp vi s thch ca ngi tiu dng ti cc nc khc. Vic tm hiu, to ra v qung b cc sn phm gn gi vi vn ha v thi quen tiu dng ca khch hng tr thnh mt nhn t quan trng gip Kirin c th ng vng ti th trng nc ngoi sc p a phng cao. 2. Cc th trng Giai on 1998-2007, hot ng kinh doanh quc t ca Kirin bt u dch chuyn v ch trng vo 2 th trng chnh l c & New Zealand v Trung Quc. a. Th trng c v New Zealand Theo s liu thng k nm 2003: Th trng ny xp th 14 trn th gii v lng tiu th bia (1.99 M kl). Xp th 11 v lng tiu th thc ung c cn tnh trn u ngi (83 lt/ngi/nm) trong lng bia tiu th chim 69.7%. Doanh s bn l ti khu vc ny t 138,626 triu trong 10,695 triu t bn cc loi ung c cn, tng 24% so vi nm 2002. T l phn phi ca doanh s bn cc loi thc phm cng nh thc ung c cn ti y l cao hn so vi th trng Nht Bn v M. Mt iu rt hp dn na l ti khu vc ny c rt nhiu cc nh cung cp nguyn liu th chi ph vn hnh c th c duy tr mc thp cho php Kirin gia tng li th cnh tranh. Kinh t pht trin n nh, t l lm pht c duy tr di 4%. 47 Kirin Holdings Ltd. Co.
Qun tr chin lc 2011
Nhu cu v thc phm v thc ung mi, nhng yu cu v cht lng hay s a dng bt u tng nhanh ti cc th trng chu i Dng c hi Kirin s dng hiu qu cc nng lc ca mnh, p ng nhu cu a dng ti cc khu vc. Vi nhng yu t y thun li k trn, c v New Zealand tr thnh th trng y tim nng thu ht Kirin trong tin trnh tm kim th trng thm nhp. Kirin s dng chin lc a ni a dch chuyn nhng sc mnh ca Tp on v ti chnh, cng ngh v qun tr quan h khch hng xut sc sn xut, phn phi cc sn phm p ng tt nht nhu cu a dng v s thch ca khch hng ti th trng mi m ny. Khi Kirin xem xt th trng c v New Zealand, d dng nhn thy mt iu rng th trng ny c chim lnh bi 2 cng ty ln nht l Poster nm gi 38,5% th phn v Lion Nathan 31% th phn (thng k nm 2008). Sc mnh ca 2 cng ty ny cho thy vic xm nhp ca cc i th tim tng vo th trng thc ung c cn ti y l rt kh. Mun tip cn, ch cn mt cch l mua li 1 trong 2 cng ty trn. Kirin t du n u tin ca mnh ti th trng c v New Zealand vo thng 4/1998, khi cng ty quyt nh mua li 45% c phn ca cng ty Lion Nathan. n nm 2007, Kirin tip tc thc hin bc t ph quan trng vo th trng thc phm v ung ca c bng vic mua cng ty Lion Nathan Pty Ltd v National Food, sp nh p 2 cng ty ny vi nhau v to tin cho Kirin tip tc mua Brewer Lion Nathan vo nm 2009. Vi vic mua li Lion Nathan, Kirin khng ch vt qua c cc ro cn nhp cuc, m cn c th s dng danh ting, h thng knh phn phi cng nh c s khch hng ca Lion Nathan pht trin nhanh hot ng kinh doanh ca mnh ti y. Vi nng lc v nghin cu th trng, h thng thng tin s dng trong quan h khch hng xut sc, Kirin s tng bc thch ng v tung ra nhng sn phm ph hp vi th hiu a phng. b. Th trng Trung Quc: S liu thng k nm 2003 cho thy: Trung Quc l th trng s 1 th gii v tng lng tiu th bia (25 M kl) y thc s l mt th trng rt ln, v cng tim nng v c mong i s m rng 48 Kirin Holdings Ltd. Co.
Qun tr chin lc 2011
nhanh chng nh s pht trin mnh m ca nn kinh t (T l tng trng GDP ca Trung Quc l 9.3% nm 2003 v 9.5% nm 2004, t l lm pht duy tr mc 2.8 3.9%). Mc tng trng ca ngnh bia l 6.4%/nm. Lng bia tiu th trn u ngi l 19.7 lit. Mc du con s ny thp hn nhiu so vi M (81.8 lit) nhng iu khng c ngha l Trung Quc c lng nhu cu thp v bia. Hn na, khi xem xt quyt nh ca chnh ph cc nc trong vic thu ht u t nc ngoi, Trung Quc c xem l th trng quan trng s 1. Chnh ph Trung Quc to nhiu iu kin thun li cho cc cng ty nc ngoi dch chuyn mt s ngun lc cn thit t c v tr cnh tranh ni bt ti th trng ny. Trung Quc cn l mt th trng y hp dn vi lc lng lao ng di do, nhn cng gi r v ngun nguyn liu phong ph. Tnh hnh kinh t n nh, d bo tng trng mnh trong tng lai v nhng con s kh quan v iu kin kinh doanh hay lng tiu dng bia l nhng yu t hp dn Kirin n vi th trng Trung Quc. Ti y, Kirin cng s dng chin lc a ni a khai thc v p ng tt nht nhu cu ca khch hng ti th trng tiu th bia s 1 th gii ny. Kirin la chn phng thc thm nhp l thit lp cng ty con s hu ton b thng qua mua li v u t xy dng mi. Nm 2002, Kirin mua li 15% c phn ca San Miguel mt trong nhng cng ty bia hng u khu vc chu . San Miguel chin gi hn 90% th phn ti Phillipin, ng thi, n cng c th phn ln ti Trung Quc, Vit Nam, Indonesia, Thi Lan v c. T nm 1998 2003, Kirin lin tc thit lp cc chi nhnh ca cng ty ti Thng Hi Hng Kng v Thm Dng. Kirin cng quyt nh u t xy dng mi cc nh my sn xut bia ti cc khu vc ng bng sng Dng T, ng bng sng Pearl v 3 tnh pha Bc Trung Quc.
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Qun tr chin lc 2011
Ti y, Kirin khng y mnh nhn hiu ton quc nh cc cng ty bia khc vn lm, thay vo , cng ty phn chia cc phn on v gii thiu nhng nhn hiu bia ph hp cho mi khu vc da trn th hiu, phong cch sng ca ngi tiu dng ti tng a phng, c bit l khu vc nng thn mt th trng y tim nng cha c khai thc nhiu ti Trung Quc. Kirin kt hp vi Lion Nathan v San Miguel cho ra i cc sn phm mi nh Haizhu Beer Ichiban Shibori cho khu vc Qung ng v 7 tnh pha Bc Trung Quc, Kirin Pure and Light cho khu vc Thng Hi v ln cn c. Thnh tu Kinh doanh ti th trng nc ngoi ng gp mt khong khng nh vo doanh thu mi nm ca Kirin. Nh nhng n lc trong vic p ng nhu cu ti a phng, doanh thu ca Kirin t th trng quc t khng ngng tng ln. Mc tiu ca Kirin n nm 2015 l t c 30% doanh thu v li nhun t hot ng kinh doanh quc t ca cng ty. Giai on hin ti, Kirin vn ang trong tin trnh thit lp nn tng vng chc cho s pht trin v thc y sc mnh tng hp thng qua vic hp tc vi nhm cc cng ty ln nh San Miguel v Lion Nathan. Kirin v ang c gng tng cng s hin din v bnh trng ti nhiu khu vc, vi mt lot cc sng kin nhm cng c nn tng kinh doanh v y mnh s pht trin. Bn cnh vic tn dng cc ngun lc t i tc v khai thc cc kh nng ti th trng nc ngoi, Kirin cng s dng v dch chuyn cc sc mnh ca Tp on s tinh thng v cng ngh v quan h vi khch hng xut sc gp phn lm ni bt phong cch sng ca khch hng ti mi khu vc thng qua vic cung cp cc sn phm hp dn, cc dch v gn lin vi vn ha a phng v nhu cu trong lnh vc thc phm tt cho sc khe. Doanh thu rng v li nhun rng ti cc th trng tng trng qua cc nm: Doanh thu rng:
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800 700 600 500 400 300 200 100 0 Japan 2001 531.94792 2002 528.4015 2003 512.00915 2004 515.82114
Japan Asia & Oceania US & Erope
2005 509.1675
2006 535.43516 160.2 58
Asia & Oceania 96.54827463 111.8835628 127.6846042 142.649655 144.5690677 US & Erope 48 58 59 56 57
III. CHIN LC CP KINH DOANH 1. Nhu cu khch hng v cch thc tha mn nhu cu: T nm 1998 n nm 2007, nhu cu khch hng th trng Nht Bn v thc ung c s dch chuyn tng ln theo hng c li cho sc khe hn. Ngi tiu dng cng bt u c nhu cu cao hn v s a dng sn phm, hng v phi thm ngon v c bit. i vi th trng Trung Quc, sc mua ca th trng ny rt ln do dn s ng. y l mt th trng y tim nng i vi cc cng ty. Nhu cu ca ngi dn th trng ny cng khc nhau theo vng. Ngoi ra, ngi Trung Quc b tin ra mua hn 40 t lt bia mi nm, nhng phn ln trong s ny l chi cho nhng loi bia ni c gi r, thng ch vo khong 50 xu mi chai. Cn i vi th trng Oceania v Phillipine, nhu cu ngi tiu dng khng c s thay i nhiu, h vn s dng cc loi bia ca nhng hng ni ting, c bit l Lion Nathan v San Migue.
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Qun tr chin lc 2011
Kirin a dng ha sn phm p ng nhu cu a dng ca khch hng Nht Bn thng qua cc sn phm nh bia, bia hm lng mch nha thp v khng c mch nha, chu-hi, shochu, whiskey v ru. S ra i ca cc sn phm mi ca Kirin nhm ph hp vi s thay i ca gi tr khch hng, s thch v li sng. Khng nhng th, tng cm nhn v gi tr cho ngi tiu dng, cc Kirin m thm cc dch v nh nh hng, qun bar khch hng c th ngi thng thc mt cch thoi mi, cm gic th gin theo nhiu cch bi tr khc nhau. th trng Oceania v Philippine, Kirin u t vo cc cng ty ln 2 ni ny bng vic mua li c phn cc cng ty . Ti th trng Trung Quc, Kirin u t xy dng mi mt s vng c th p ng nhu cu khch hng mi vng mt cch tt nht c th. Khng nhng th, Kirin c th tn dng c ngun nhn cng v nguyn liu c th theo ui c chin lc cnh tranh v gi th trng ny. 2. Cc n v kinh doanh ca Kirin: Japan Oceania Alcohol beverages China Philippine
3. Nguyn tc phn chia SBU: Phn chia theo khu vc a l: Nht Bn, c, Trung Quc v Philippine 4. La chn chin lc cho cc SBU: a. Thc ung c cn Nht Bn: thc hin chin lc to s khc bit.
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Qun tr chin lc 2011
Kirin to ra nhiu dng sn phm c th p ng c nhu cu a dng ca khch hng. Bt u t bia, happoshu cho n loi bia th h th 3, ru, RTD, spirits Cc sn phm ny c th p ng c nhiu s thch v yu cu. Chng hn nh ngi quan tm n sc khe c th chn bia Kirin Free vi hm lng mch nha v nng cn thp, hoc nhng khch hng mun thay i hng v th c th chn cc loi bia th h th 3 vi hng v c trng hn. b. Trung Quc: thc hin chin lc to s khc bit. Ti th trng ny, Kirin tp trung vo 3 khu vc chnh l: ng bng sng Yn T, ng bng sng Ngc v ng Bc Trung Quc. i vi ng bng sng Yn T, Kirin mua li 25% c phn ca cng ty Hangzhou Qian-daohu Brewery Co., Ltd., y l mt cng ty ln Thng Hi. vng ng bng sng Ngc, Kirin u t xy dng mi mt cng ty con s hu ton b mang tn l Kirin Brewery (Zhuhai), iu ny c th lm tng gp i nng lc v cho php m rng th trng cc nhn hiu Kirin v cc nhn hiu bia a phng. Ti vng ng bc Trung Quc, Kirin a ra sn phm bia u tin mang tn Zui Qilin, ti nh my Dalian Daxue Brewery. c. Oceania: Kirin thc hin chin lc th trng ny bng vic pht trin mi quan h i tc ng u th trng bia khu vc ny. V Kirin mua li 46% c phn ca cng ty Lion Nathan limited. Cng ty ny trong nm 2006 ng gp mt khon li nhun hng nm rt ln. d. Philippine: Kirin cng thc hin chin lc tng t nh Oceania, cng ty mua li c phn cng ty San Miguel gn 20%.
53
Qun tr chin lc 2011
IV. TO DNG LI TH CNH TRANH THNG QUA CHIN LC CHC NNG THUC LNH VC BIA 1.C s h tng + Xy dng cc thng hiu mnh trong lnh vc bia. + M rng ra th trng ton cu, c bit l khu vc chu v chu i Dng. + Chia s kin thc v thng tin gia cc cng ty. 2.Qun tr + Thnh lp cc i ng chuyn nghip m nhim cht lng.
ngun nhn + Cung cp dng phn hi khch hng n tt c cc b phn nhn vin. lc 3.R&D + Nhn vin tham gia vo cc hot ng CSR. + Thit lp h thng pht trin sn phm mi mnh (c trong bia v ng gi). + u t cc phng th nghim R&D. 4.Sn xut (Thu mua, Dch v) + Chin lc a dng ha sn phm; + Cc sn phm c to ra cho mi phn khc khch hng da trn TPO (Time, Place v Occasion) trong lnh vc ung c cn. + H thng truy sut sai hng. + H thng FIT (Fresh in time) trong lu kho. 5.Marketing + y mnh marketing nh hng khch hng, to lp gi tr. & Sales (Logistics) + Tng cng knh phn phi off-premise. + Pht trin h thng IT cho d on, bn hng v marketing. + Tng truyn thng cho khch hng qua h thng website. + y mnh dch v hu mi. + H thng gi m. Cc hnh ng chin lc ti cc b phn chc nng m cng ty thc hin trn y gii thch cho tham vng theo ui ca Kirin v s vt tri cht lng v c v s vt tri p ng nhu cu khch hng. 54 Kirin Holdings Ltd. Co.
Qun tr chin lc 2011 J. T CHC THC HIN CHIN LC I. CU TRC T CHC:
55
Qun tr chin lc 2011
Nm 2001, Kirin ti cu trc cng ty m nm gi phn ln c phn ca cc cng ty con. Cc cng ty kinh doanh v cc n v kinh doanh ni b c gi l cc cng ty. Kirin Brewery iu hnh va l mt cng ty kinh doanh iu hnh lnh vc bia ni a, va ng vai tr l mt cng ty m qun l cc lnh vc kinh doanh khc v tng cng iu hnh tp on. Hi ng qun tr: a ra cc quyt nh qun tr ch cht cho ton b tp on, m bo s phn chia hp l ngun lc, hng ti xc nh v ti a ha tch hp t chc v pht trin cc chin lc t chc hiu qu nht c th. H tr cho h thng iu hnh ca tp on c 5 y ban, ng gp thit lp h thng iu hnh minh bch v ln mnh: + y ban iu hnh tp on (Group Executive Committee): h tr cho cc quyt nh u t v cc vn chin lc. + y ban Trch nhim x hi tp on (Group CSR Committee). + y ban Qun tr ri ro tp on (Group Risk Management Committee). + y ban Tng hp v cung cp thng tin tp on (Group Information Disclosure Committee). + y ban T vn b nhim. + y ban T vn bi thng. H thng iu hnh tp on a ra cc quyt nh mang tnh chin lc cp cng ty v t chc phi hp hot ng ca cc nhm cng ty iu hnh c c cu theo 7 nhm sn phm bao gm: thc ung c cn, thc ung gii kht, dc phm, sn phm chc nng v sc khe, sinh hc nng nghip, thc phm dch v khc; trong nhm thc ung c cn c c cu theo a l thnh 2 nhm l thc ung c cn ni a v thc ung c cn quc t. Ngoi ra, cn c mt nhm cc cng ty ng vai tr cung cp cc dch v chia s cho cc nhm cng ty pha trn. Mc ch: + Tng tc v kh nng quyt nh c lp trong t chc. + Pht trin v thc y qu trnh ra quyt nh. 56 Kirin Holdings Ltd. Co.
Qun tr chin lc 2011 + Tng tnh minh bch ca h thng qun l. + p ng thc t v m rng th trng ca tp on. II. H THNG KIM SOT:
+ H thng tng thch (Compliance System): H thng m bo s tng tch thc hin nhim v bi cc gim c v cc nhn vin, nh cung cp cc bn hng dn mang l The rule cho cc nhn vin, nu ln cc tiu chun v quan h vi cng ng a phng, quan h vi khch hng, vi nh u t, vi s mnh v vin cnh ca tp on, + H thng kim sot ni b tp on (Group Internal Control System): m bo hot ng sun s cho cc cng ty trong tp on bao gm bn thn cng ty, cng ty m v cc chi nhnh. H thng ny bao gm cc iu lut v tiu chun c p dng cho cc cng ty trong tp on, bao gm cc mc lin quan n iu hnh v gim st ca mi cng ty, hng dn v qun tr lin quan n duy tr h thng kim sot ni b, h thng truyn thng, h thng kim ton ni b. + H thng duy tr thng tin (System of Information Preservation and Maintenance): H thng duy tr thng tin lin quan n thc hin nhim v bi cc gim c. + H thng qun tr ri ro (Risk management system): cc nguyn tc v cc h thng lin quan n kim sot nguy c tn tht. + H thng thc hin hiu qu (Efficient Performance System): cc gim c s m bo hiu qu trong thc thi nhim v. + H thng lin quan n i tng kim ton tp on (Corporate Auditor Related System): mi nhn vin c trch nhim h tr cc kim ton vin ca tp on. + m bo tnh c lp ca cc nhn vin trong khi h tr cc gim c. + H thng m bo bo co bi cc gim c v nhn vin i vi cc kim ton vin tp on. 57 Kirin Holdings Ltd. Co.
Qun tr chin lc 2011
+ Cc h thng khc nhm m bo kim ton hiu qu bi cc kim ton vin tp on. Vi h thng kim sot cht ch nh vy gip to nn mt Kirin thng nht t mi cp b phn, chc nng trong qu trnh truyn thng, phi hp hot ng. K. THNH TU I. THNH TU TH TRNG: 1. Th phn
58
Qun tr chin lc 2011
Vi sai lm ng tic vo nhng nm 1980, Kirin dn th phn ri vo tay Asahi khi i th ny tung ra sn phm t ph mang tn Asahi Super Dry. Cho n nm 2001, Asahi vt Kirin v nm gi th phn ng u th trng. Tuy nhin, trong mt ngnh khi ch yu ch c 4 tp on ln nht, trong Kirin v Asahi l 2 tn khng l dn o ngnh, Sapporo vi chin lc ca ngi theo sau v Suntory vi chin lc ca ngi theo ui khe h th trng, v hn na vic Kirin vn lun theo st Asahi v ang chuyn dch vn ln vi chin lc hng n khch hng nhiu hn, th kh nng Kirin ti lp th phn l kh cao. 2. S pht trin ca sn phm
Thc hin chin lc a dng ha, vo nm 1998, Kirin tin vo th trng happoshu v n khong thi gian sau dn m rng hot ng sn xut v kinh doanh ton din cc loi thc ung c cn. Cng vi s m rng ny, Kirin t c nhng thnh tu ng k vi cc nhn hiu thc ung ni ting ngoi Lager beer, l Kirin Tanrei thuc Happoshu, Kirin Nodogoshi thuc loi bia th h th ba, Kirin Chu-hi thuc loi thc ung v bia.
59
Qun tr chin lc 2011
Trong nm 2000 Kirin thuc vo top 10 cng ty sn xut bia hng u trn th gii.
II. THNH TU TI CHNH 1. Thu nhp v cu trc thu nhp
Mc d vo nm 2001 khi Kirin th phn ri vo tay ca Asahi, li nhun c gim so vi nm trc , nhng nhn chung k t nm 2001, li nhun ca cng ty bt u 60 Kirin Holdings Ltd. Co.
Qun tr chin lc 2011
hi phc v tng u n t nm 1998 n nm 2006 vi tc tng trung b nh t mc 9%/nm. Li nhun ca Kirin n t 4 nhm lnh vc kinh doanh chnh l thc ung c cn, thc ung gii kht, dc phm v cc sn phm, dch v khc. Nhn chung, mng thc ung c cn mang li ngun thu ln nht, t 2002-2006 lun mc trn 60%, tip n l mng thc ung gii kht v mng dc phm. Ngoi ra, thu nhp t mng ung c cn tng ln t 2002 n 2006 cho thy y vn l mng kinh doanh nng ct ca cng ty. Thm vo , chnh s tung ra cc loi sn phm mi cng vi chin lc to s khc bit cng l mt trong nhng l do chnh mang li s gia tng li nhun trong mng ung c cn ny. Thu nhp t mng ung gii kht v mng dc phm c tng d khng nhiu nhng cng chng t v s bt u ca Kirin trong qu trnh dch chuyn ngun lc sang cc lnh vc khc.
140000 120000 100000 80000 60000 40000 20000 2002 Others 7832 Phamarceuticals 11502 Soft drinks 18876 Acohol beverages 54779 0 2003 6322 11702 18457 68069 2004 7866 12142 22751 69721 2005 4419 14248 19370 75666 2006 3563 12044 19714 83275 Others Phamarceuticals Soft drinks Acohol beverages
2. Cu trc chi ph 61 Kirin Holdings Ltd. Co.
Qun tr chin lc 2011
Trong cc khon mc chi ph lin quan n hot ng kinh doanh ca Kirin, cc chi ph hnh thnh nn gi vn hng bn nhn chung c kim sot n nh qua cc nm, iu ny chng t vic trin khai h thng qun l chi ph hiu qu nhm ct gim sai hng cng nh nguyn vt liu d tha t ra bt u pht huy tc dng.
Types of main expenses

1200000
Employees' pension and retirement benefit expenses Salaries and wages of employees Freight
1000000
800000 Depreciation 600000 Research and development expenses Sales promotion & Advertising Cost of sales 0 2002 2003 2004 2005 2006
400000
200000
Cost of sales Sales promotion & Advertising Research and development expenses Depreciation Freight Salaries and wages of employees Employees' pension and retirement benefit expenses
2002 554264 192990 22771 24143 45023 88378 10290
2003 555223 200802 26347 25283 44456 89095 12103
2004 577092 222046 28182 24860 50222 89403 11260
2005 576393 233022 28726 24033 50517 92317 8638
2006 585531 243073 28292 24856 53010 94588 8573
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Qun tr chin lc 2011
Ngoi ra, c s tng ln ng k ca cc mc chi ph lin quan n hot ng marketing nh truyn thng bn hng v qung co. iu ny c th c gii thch cho hnh ng chin lc tm kim v pht huy li th cnh tranh p ng nhu cu khch hng ca tp on. Khon ph b ra cho R&D c duy tr n nh qua cc nm. R&D ng vai tr cc k quan trng tp on theo ui chin lc to s khc bit. V vy, vic duy tr mc nghin cu ny qua cc nm cho thy s cam kt to s khc bit ca Kirin.
3. Cu trc ti sn v ngun vn T nm 2002 n nm 2004, cu trc ti sn c gi n nh. n 2 nm tip theo, tng ti sn tng ln ng k. iu ny do tp on tng s hu lng c phn t cc cng ty c sp nhp, cng vi cc khon tng ln v gi tr c phiu. R rng, cng ty ang y mnh hot ng M&A, tng t l s hu ti cc cng ty m rng quy m, tip cn cc th trng.
63
Qun tr chin lc 2011
Cu trc ti sn
3000000 2500000 2000000 1500000 Fixed Assets 1000000 Current Assets 500000 0 2002 2003 2004 2005 2006 Investments and Other Assets Intangible Assets
Investment securities
600 500 400 300 200 100 0 2002 2003 2004 2005 2006 Investment securities (Billions of yen)
Investment securities 330.905 351.323 372.095 516.757 524.135 (Billions of yen)
64
Qun tr chin lc 2011
GVHD: TS Nguyn Thanh Lim Cng vi s thay i v tng ti sn trong nm 2005 v 2006, tng ngun vn cng th hin tng ng. Trong , vn ch s hu tng nhiu nht trong cc khon mc, cc khon n di hn c duy tr qua cc nm, cn cc khon n ngn hn c gim ng k. Vn ch s hu tng do mc li nhun gi li tng mnh. iu ny chng t cc c ng ang tin tng vo kh nng thnh cng ca cng ty.
Retained earnings
740 720 700 680 660 640 620 600 580 2002 2003 651.078 2004 687.905 2005 730.226 2006 732.134 Retained earnings
Retained earnings 630.744
65
Qun tr chin lc 2011 L. IM MNH, IM YU, PHN TCH SWOT: IM MNH I. Ti chnh II. R&D cng ngh, sn phm III. K nng Marketing Lc lng bn hng IV. Phi hp tp on V. Quan h nh bn l VI. Qun l nhn vin C HI 1. Lao ng k nng 2. Nhu cu a dng 3. Cng ngh mi p dng cao 4. Th trng Trung Quc E DA a.Th trng NB co li b. Yu cu cao cht lng, chng loi sp v gi tr tng thm.
IM YU A. a dng qu mc. B. Hnh nh t i mi do lu i C. Thiu cc ngun lc duy nht so vi i th
III. A. Xy dng cc thng hiu mnh. I. II. III. 4. a. M rng ra th trng ton cu, c bit l khu vc chu v chu i Dng. IV. C. 3. Chia s ngun lc gia cc cng ty VI. 1. Lp cc i ng chuyn nghip m nhim cht lng II. III. 2. b. Chin lc a dng ha sn phm III. V. b. y mnh marketing nh hng khch
66
Qun tr chin lc 2011 L. LI TH CNH TRANH I. BN CHT LI TH CNH TRANH 1. iu kin cn
T l li nhun gp bin
10.00% 9.00% 8.00% 7.00% 6.00% 5.00% 4.00% 3.00% 2.00% 1.00% 0.00% 2001 2002 2003 2004 2005 2006 Kirin Asahi Trung bnh ngnh
T l li nhun rng bin

3.50% 3.00% 2.50% 2.00% 1.50% 1.00% 0.50% 0.00% 2001 2002 2003 2004 2005 2006 Kirin Asahi Trung bnh ngnh
67
Qun tr chin lc 2011
T l li nhun gp bin ca Kirin cao hn rt nhiu so vi trung bnh ngnh v vi c i th Asahi qua cc nm. Mc d phi chia bt mt phn th phn cho Asahi vo nm 2001 Asahi vn ln dn u th trng v th phn, nhng r rng, k t nm 2001 tr i, nh s a dng chui sn phm gip Kirin tng doanh s, chi ph cho cc hot ng chuyn mn c s dng hiu qu gp phn cho s tng ln v li nhun gp bin. i vi t l li nhun rng bin t 2001-2006 cng th hin s duy tr bn vng hot ng ca tp on ny. T nm 2005, vic Asahi vt Kirin v t l li nhun rng bin c th c gii thch l do tc ng ca chi ph thanh l ti sn c nh, chi ph sp nhp v ti cu trc tp on. R rng, Kirin ang u t m rng quy m hot ng v ti cu trc tp on p ng s thay i v chin lc a dng ha ca tp on. Nhn chung, kh nng duy tr bn vng t l li nhun bin ca Kirin chng t Kirin ang nm gi s vt tri so vi cc cng ty trong ngnh. 2. iu kin Cc hnh ng chin lc ti cc b phn chc nng m cng ty thc hin trn y gii thch cho tham vng theo ui ca Kirin v s vt tri cht lng v c v s vt tri p ng nhu cu khch hng. chng t s vt tri trn thc t ca Kirin v cht lng v p ng nhu cu khch hng, ta hy cng so snh cc hnh ng chin lc trn ca Kirin vi 3 tp on: Asahi, Sapporo v Suntory nh sau:
68
Qun tr chin lc 2011
Trong , 4 mc gm s khc bit ha (differentiation), ti lp kinh nghim khch h ng (redefining customer experience), m rng chiu ngang (Horizontal Breadth), tch hp khch hng (customer integration) i din cho vic to lp li th cnh tranh chc nng v p ng nhu cu khch hng thng qua cc chin lc cp chc nng ca Kirin c trnh by pha trn. Nh vy, Kirin hn hn cc cng ty khc trong ngnh v 4 kha cnh ln trn v tng ng, Kirin c s vt tri v chc nng v p ng nhu c u khch hng.
69
Qun tr chin lc 2011
M. NGUN GC LI TH CNH TRANH I. Phn tch chui gi tr Bng phn tch chui gi tr cho thy cc ngun lc v kh nng m Kirin ang s dng thc hin cc hnh ng chin lc. C s h tng + Qun tr kinh doanh da trn EVA v BSC. Qun tr ngun nhn lc + H thng ni b cng ty trong n v ung c cn ni a. + Nhn vin nh hng khch hng, b phn truyn thng v CSR. + MBO trn 10 nm (Qun tr bng nhng mc tiu). Nghin cu v pht trin 15000 R&D Manpower. 287 million JPY R&D Budget. 10 phng th nghim. 70 Kirin Holdings Ltd. Co.
Qun tr chin lc 2011
Nhng phng th nghim trung tm cho cng ngh tin phong: Food and health. Phng R&D thc phm chc nng: Food and health. Nhng phng th nghim pht trin dc: New drug candidates. Nhng phng th nghim pht trin dc: nghin cu v dc l v cht c. Nhng phng th nghim tin phong dc: Ci tin khoa hc y khoa v khm ph thuc. Nhng phng th nghim R&D CMC: cng ngh qu trnh dc l. Phng th nghim cy trng: cng ngh nui trng cy. Phng th nghim pht trin sn phm mi: sn phm mi. Phng nghin cu bia: pht trin cng ngh trong thc ung hm lng cn thp. Phng nghin cu ng gi: pht trin cng ngh vt liu ng gi v qu trnh ng gi. Thu mua Nh my mch nha quc t (Kirin Australia) H thng d tr ng lnh. Tiu chun cht lng nghim ngt vi nh cung ng. Thu mua tp on v vt liu ng gi. iu hnh Logistics Marketing & Sales Dch v 11 domestic breweries. H thng SCM ci Cc nhn hiu mnh trong Ti tr i bng Cc nh my sn xut bia v tin. mng thc ung c cn. quc gia. gii kht. Mng li bn s Cc chi nhnh bn hng trn 7 cng vin bia 2 breweries ti Trung Quc. tch hp. ton quc. Kirin. Cp php bia ti M, Anh, Mng li logistics Enhanced Area-marketing 37 Kirin City. c v Phillipine. ng lnh. Collaboration outside/inside 49 Kirin Dining. 1 domestic Pharmaceutical 2 trung tm phn sales force Plant. phi. Customer premier page to 1 Pharmaceutical Plant in purchase. China. H thng pht trin sn phm mi. Sensory evaluation, market research Research Pilot Brewery.
71
Qun tr chin lc 2011 II. NNG LC CT LI
T nhng ngun lc v kh nng t bng phn tch chui gi tr pha trn, Kirin ang duy tr 4 nng lc ct li. NNG LC CT LI No longer Nng lc R&D K nng phn tch v kho st th trng Lc lc bn hng v chuyn gia Lnh o ti nh hnh th trng bia ni a Mt trong nhng ngun lc cnh tranh nht ca Kirin l nng lc Nghin cu v pht trin. iu ny mang li nhng thnh cng ln trong loi cctai ready-to-drink mang nhn hiu Hyokeisu, gip Kirin t mc doanh thu nh trn th trng Chu-hi ti Nht Bn, v a ra cc loi bia tng gi tr cho khch hng qua nhng c tnh ca cc thnh phn. Hn na, n lc R&D ca cc cng ty trong tp on tm ra c khun lactic Lactohacillus KW, gip ngn chn cc phn ng d ng. So vi cc i mi mang tnh sinh li ca cc i th cnh tranh (tc l pht trin nhng phng php gim cc cht lm gim v ca bia v ko di hng v ca bia chng hn) th nhng ngun lc R&D ca Kirin c kh nng t c nhng s i mi mang tnh cu trc. Ngoi ra, b quyt phn tch v kho st th trng ca Kirin thuc top 3 ton cu, gip cng ty t c nhng i mi trong pht trin sn phm. Khi Kirin xy dng thnh cng cch thc kt hp pht trin sn phm cng vi cc nh bn l, Kirin c th lin kt nhng i mi ny vi th trng cht ch hn. Ngun lc xp mc quan trng tip theo l lc lng bn hng gip tng nng sut lao ng v chuyn gia v bn hng in-store: (restaurants, wine bars, nightclubs, bars, taverns, private clubs, etc.). Chuyn gia v bn hng trong mng in-store da trn bn hng t vn bng cch cung cp cho cc nh bn l khng ch cc truyn thng bn hng theo mu m cn tm gii php cho ton b lnh vc ung c cn, nhm ti a li ch ca nh bn l v gip Kirin cng c v tr i u v nui dng quan h vi cc nh bn l ny. 72 Kirin Holdings Ltd. Co. MC QUAN TRNG Minor Significant Very High
Most Critical
Qun tr chin lc 2011
chng t y l nhng nng lc ct li ca Kirin, sau y l bng phn tch ngun lc vi 4 tiu chun ca li th cnh tranh bn vng.
Nng lc ct li Nng lc R&D ng gi C gip Kirin to ra cc sn phm mi m lm ni bt chc nng ca cc thnh phn trong sn phm. Him C Nhng thnh tu nghin cu ca Kirin l duy nht. Tt c cc pht minh ca Kirin u c ng k bn quyn. S dch chuyn thp ngun nhn lc trong lnh vc. C K nng ny c Kirin tch ly qua hng chc nm v rt chuyn nghip, kh t c nhng k nng ny. Khng phi cng ty no cng nm gi c. C Yu cu ngun lc v ti chnh cao v kinh nghim lu nm trin khai thc hin. Kh bt chc Khng th thay th
C do s ph thuc li mn (path dependency). R&D l nn tng ca cng ty t khi hnh thnh, c tch gp qua hng th k c v kh nng v cc ngun lc. Vic thay th v c bt chc khng h d dng. Hn na, cc cng ty thng theo nhng thnh qu nghin cu ca mnh hn l t b hoc/v bt chc ca i th. C do s ph thuc li mn (path dependency). Cng ging nh R&D, cc b quyt c hnh thnh qua giai on lu di ca cng ty. Kh nhn bit r rng.
K nng C marketing v B quyt ny gip Kirin m rng thnh kho st th cng dng sn phm cho khch hng, a trng m Kirin thuc top 3 ton cu v consumer rng thnh cng product industry. dng sn phm mi. B quyt h tr C nh bn l, truyn Tip cn v tng gi tr cho khch hng. thng ti ni bn. Gia tng doanh thu.
Khng V li ch ca nh bn l c th c thay th bi s gim gi ca nh sn xut.
73
Qun tr chin lc 2011
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Qun tr chin lc 2011

GVHD: TS Nguyn Thanh Lim

Trng i hc Kinh t - i hc Nng Mn Qun tr Chin lc

34k01.1 34k01.1 34k01.1 34k01.1

Nng, thng 9 nm 2011

Qun tr chin lc 2011

GVHD: TS Nguyn Thanh Lim

A. TNG QUAN V KIRIN HOLDINGS CO., LTD.:

Tp trung vo khch hng: 2 Kirin Holdings Ltd. Co.

Qun tr chin lc 2011

GVHD: TS Nguyn Thanh Lim

2. Hnh dung tng lai:

Kirin Holdings Ltd. Co.

Qun tr chin lc 2011

GVHD: TS Nguyn Thanh Lim

Kirin Holdings Ltd. Co.

Qun tr chin lc 2011 2. Gi tr:

GVHD: TS Nguyn Thanh Lim

Kirin Holdings Ltd. Co.

Qun tr chin lc 2011

GVHD: TS Nguyn Thanh Lim

Kirin Holdings Ltd. Co.

Qun tr chin lc 2011

GVHD: TS Nguyn Thanh Lim

D. LCH S HNH THNH V PHT TRIN

Kirin Holdings Ltd. Co.

Qun tr chin lc 2011

GVHD: TS Nguyn Thanh Lim

Kirin Holdings Ltd. Co.

Qun tr chin lc 2011

GVHD: TS Nguyn Thanh Lim

Kirin Holdings Ltd. Co.

Qun tr chin lc 2011

GVHD: TS Nguyn Thanh Lim

Kirin Holdings Ltd. Co.

Qun tr chin lc 2011

GVHD: TS Nguyn Thanh Lim

v ung ca c bng vic mua cng ty Lion Nathan

Kirin Holdings Ltd. Co.

Qun tr chin lc 2011

GVHD: TS Nguyn Thanh Lim

E. GIAI ON PHN TCH

Qun tr chin lc 2011

GVHD: TS Nguyn Thanh Lim

F. PHN TCH MI TRNG V M

Kirin Holdings Ltd. Co.

Qun tr chin lc 2011

GVHD: TS Nguyn Thanh Lim

Inflation Rate (Consumer prices) (%) - Ngun: www.indexmundi.com

Qun tr chin lc 2011

GVHD: TS Nguyn Thanh Lim

Kirin Holdings Ltd. Co.

Qun tr chin lc 2011 II. NHN KHU HC

GVHD: TS Nguyn Thanh Lim

Kirin Holdings Ltd. Co.

Qun tr chin lc 2011

GVHD: TS Nguyn Thanh Lim

Kirin Holdings Ltd. Co.

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