Pht trin Tm nhn, S mng, H thng Gi tr Ct li v Mc tiu ca Doanh nghip

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Phm Xun Lan, Ph. D - inh Thi Hong, Ph.D Trung tm Nghin cu v Pht trin Qun tr (CEMD) Email: cemd@ueh.edu.vn Web Page: www.cemd.ueh.edu.vn

Nu khng bit ni m bn mun n, bt k con ng no cng c th a bn i.

The Koran

Cng vic qun tr khng phi l nhn cng ty nh nhng g m n ang c m phi nhn nhng g m n c th tr thnh.
John W. Teets
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Pht trin mt tm nhn chin lc

Tm nhn nh l mt bn ch ra l trnh mt cng ty d nh pht trin v tng cng cc hot ng kinh doanh ca n. N v ra mt bc

tranh v ni m cng ty mun n v cung cp mt s ch dn hp l cho vic i n

Tp trung lm sng t

Phng hng tng lai ca cng ty Nhng thay i v sn phm, khch hng, th trng v cng ngh ca cng ty hon thin

V th th trng hin ti Trin vng tng lai

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Cc yu t quan trng ca mt tm nhn chin lc

Vch ra nhng kht vng mnh m ca qun tr i vi doanh nghip Phc tho mt ng i ca chin lc cho tng lai Ni m chng ta s n? Hng dn cho cc n lc ca nhn vin phc v cho mc tiu chung To ra mt s ng tm, nht tr v nhng ch hng chung ca t chc L c trng phn bit ca mt t chc c th Trnh vic s dng ngn ng chung To ra nhng cm xc mnh Thch thc, lo lng, bn chn

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Nhng c tnh ca mt pht biu tm nhn c hiu qu

Sinh ng:v mt bc tranh v hnh dng ca cng ty, v tr th trng m n mong i c th nh hng tt cho cc n lc hin ti ca qun tr. nh hng: ch ra con ng v ni n, loi hnh kinh doanh v chin lc sp ti ca cng ty Trng tm: mc c th cung cp cho nh qun l nhng s hng dn cho vic ra quyt nh v phn b ngun lc Linh hot:c kh nng thay i nu nh cc s kin v tnh hung thay i Kh thi: nm trong phm vi nhng g cng ty c th mong i mt cch hp l t c trong khong thi gian Thm mun:n hp dn li ch lu di ca cc stakeholders v c bit l cc c ng, nhn vin v khch hng ca cng ty. D dng truyn t: c th gii thch t hn 10 pht v tt nht c th pht biu thnh mt cu sologan n gin, d nh

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Nhng li thng gp trong pht biu tm nhn

S thiu c th: v ni m cng ty mun n hoc loi hnh cng ty mun hnh thnh S m h : khng cung cp s ch dn c hay khng hoc cch m qun tr d nh thay i trng tm ca cc sn phm, th trng, khch hng v cng ngh ca cng ty Thiu sc mnh ng vin Khng phn bit: c th ng dng cho bt k cng ty no Qu t tin: cho rng l i u th gii, tt nht, s la chn u tin ca khch hng Qu chung chung: khng gip nhn dng hot ng kinh doanh hoc ngnh cng nghip cn thc hin trong tng lai. Qu rng: n khng thc s ch ra nhng c hi quan trng m qun tr cn la chn theo ui
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Tm nhn ca Exelon
Mt cng ty, mt tm nhn.

Exelon c gng xy dng mt h thng gi tr him c bng cch tr thnh mt cng ty in v kh t tt nht v c kh nng sinh li n nh nht M. thnh cng, chng ta phi Sng vi cc li cam kt ca chng ta

...

...

Thc hin cc cp tt nht th gii . . .

u t trong nhng ngnh vng chc
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...
7

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Cc v d v tm nhn chin lc

Red Hat Linux

m rng v th ca chng ta nh l mt linux c tin tng nht v l nh cung cp ngun m n cc cng ty. Chng ta hng s pht trin th trng ca Linux thng qua dy trn vn phn mm red hat Linux doanh nghip, mt mt nn tng qun tr internet hng mnh, v h thng dch v v h tr kt hp.

Wells Fargo
Chng ti mun lm hi lng tt c cc nhu cu ti chnh ca khch hng chng ti, gip h thnh cng v mt ti chnh, l mt nh cung cp cc dch v ti chnh hng u trong mi th trng ca chng ta v c bit nh l mt trong nhng cng ty ln nht M. Center for Excellence in Management Development
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Cc v d v tm nhn chin lc
Wyeth
Tm nhn ca chng ta hng dn con ng ti mt th gii sc khe hn. Thng qua vic thc hin tm nhn ny mi cp ca t chc, chng ta s c nhn ra bi cc nhn vin, khch hng v cc c ng ca chng ta nh l mt cng ty dc phm tt nht th gii, a n gi tr cho tt c. Chng ta s hon thnh c iu ny bng cch: Dn u th gii v i mi bng cch kt hp cc cng ngh dc, sinh hc v vaccines To ra nhng im c o v cht lng v s tuyt ho v cch thc m chng ta thc hin cc cng vic Thu ht, pht trin v ng vin nhng ngi tt nht Khng ngng tng trng, hon thin hot ng kinh doanh ca chng ta

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Cac v du ve tam nhn chien lc

Tr thanh mot nha cung cap cho cac th trng chuyen nghiep ve rang toan cau, cung cap cac san pham mi va chat lng tot nhat the gii. [tat ca cac nhan vien cua bo phan nay eu gan phu hieu co nhng ch nay, va bat ky khi nao mot san pham mi hoac mot thu tuc kinh doanh ang c xem xet, ban quan tr thng hoi: cai nay co phai la s the hien cua cong ty rang hang au khong?]

Bo phan cac san pham rang cua cong ty 3M

Nike
Mang nguon cam hng sang tao en tat ca cac van ong vien tren the gii. Center for Excellence in Management Development
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Cc v d v tm nhn
Intel
Tm nhn ca chng ta: t n mt t my tnh c kt ni khp th gii, hng triu my ch, v hng ngn t la v thng mi in t. S mng ct li ca Intel hin nay l tr thnh mt nh cung cp cc khi thit b lm sn (building block supplier) cho h thng kinh t Internet v thc y cc n lc lm cho Internet tr nn hu ch hn. S kt ni l hin ti. Ni mt cch y hn s mng ca chng ta l gip m rng nng lc tim tng ca cng ngh nn tng my tnh c nhn v Internetcho n nay chng ta ch mi chng kin bc u ca s pht trin cc cng ngh k thut s.

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Cc v d v pht trin tm nhn

General Electric
Chng ta s tr thnh ngi s 1 hoc s 2 trong tt c cc th trng m chng ta phc v, v cch mng ha cng ty ny c c tc v s nhanh nhn ca mt cng ty nh

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Cu thnh tm nhn

Tm nhn ch dn cho chng ta iu ct li cn lu gi v xc nh hng pht trin trong tng lai l g. Tm nhn bao gm 2 b phn cu thnh: H t tng ct li: th hin ch ch ca chng ta l g (cc gi tr ct li- core values) v ti sao chng ta tn ti(mc ch ct li- core purpose). Phn ny l bt bin (phn m) v b sung cho phn dng bn phi, tng lai c mng tng. Tng lai c mng tng: l nhng g chng ta mun tr thnh, t c, to ra. L ci g i hi s thay i ln v tin b ln t ti.

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Khung hnh thnh tm nhn

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H t tng ct li

T tng ct li xc nh tnh cht lu bn ca mt t chc. H t tng ct li l cht kt dnh khin cho mt t chc c vng chc qua thi gian trong qu trnh tng trng, phn cp, a dng ha v pht trin ton din, Vai tr ca h t tng ct li l hng dn v to cm hng, ch khng phi l phn bit. H t tng ct li ch c gi tr cho nhng thnh vin bn trong, to cm hng v hng dn h, khng nht thit c gi tr cho tt c mi ngi bn ngoi.

N hp dn nhng ai c gi tr c nhn ph hp vi n v y xa nhng ai m gi tr c nhn ca h khng tng thch.

H t tng ct li bao gm 2 thnh phn chnh: cc gi tr ct li v mc ch ct li

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H t tng ct li- cc minh ha

H t tng ct li ca HP: S tn trng su sc dnh cho c nhn, mt s cng hin cho cht lng v s tin cy, mt s cam kt v trch nhim vi cng ng, v mt quan nim rng cng ty ny tn ti l em li nhiu ng gp k thut cho s tin b v phc li ca nhn loi Theo Colins & Porras, th: Vic bit mnh l ai cn quan trng hn c vic bit mnh s i v u, v ni m bn mun n s thay i, v th gii quanh bn s thay i, v cng theo cc tc gi ny, th: Cc nh lnh o cng ty s ln lt qua i, cc sn phm s b li thi, cc th trng s thay i, nhng k thut mi s xut hin, tuy nhin nhng l tng ct li ca mt cng ty thnh danh s tn ti mi nh l mt ngun hng dn v truyn cm hng.
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H t tng ct li- gi tr ct li

Cc gi tr ct li l yu t cn thit v l nim tin lu di ca mt t chc, l mt s t cc nguyn l hng dn ngn i. Cc gi tr ct li khng i hi s minh chng bn ngoi, chng c gi tr v tm quan trng ni ti i vi nhng ai trong t chc . Cc gi tr ct li ca Walt Disney l: Tr tng tng v li cho sc kha con ngi, nhng th ny khng xut pht t nhu cu th trng m t nim tin ni ti ca ngi sng lp rng: ngi ta phi nui dng tr tng tng v li ch cho sc kha con ngi v ch vy thi. Cc gi tr ct li phi tn ti lu di, vt qu s tn ti ca chin lc. William Procter & James Gamble a trng tm v tnh u vit ca sn phm v nn vn ha P&G khng n thun nh mt chin lc m nh mt trit l tn gio.

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H t tng ct li- cc gi tr ct li

Cc gi tr ct li l cc nim tin, cc nguyn tc kinh doanh, v nhng cch thc thc hin cc cng vic ca mt t chc, n khng phi l chin lc, n tn ti v c duy tr trong mi tnh hung thm ch ngay c khi n tr nn bt li th cnh tranh trong nhng tnh hung no .

Mt cng ty khng nn thay i cc gi tr ct li ca n theo nhng thay i ca th trng, ngc li nu cn th n nn thay i th trng gi vng cc gi tr ct li ca n. Theo Ralph S Larson, tng gim c iu hnh ca Johnson & Johnson, th: Nhng gi tr ct li nm su n trong nim tin ca chng ti c th l mt li th cnh
tranh, nhng khng phi l l do chng ti c nhng gi tr . Chng ti c chng v chng xc nh chng ti ang theo ui g, v chng ti s lu gi chng ngay c khi chng tr thnh mt bt li cnh tranh trong mt s tnh hung no .

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H t tng ct li- cc gi tr ct li

Cc pht biu v gi tr s cung cp s hng dn cho cc hnh ng theo ui vic thc hin tm nhn ca cng ty Gi tr phi c th hin v vn dng thng qua Cc hot ng ca cng ty Cch hnh x ca ngi lao ng Khng c mt tp hp cc gi tr ct li ng cho mi lc, mi ni, n phi l s khm ph ring ca mi t chc v ch c gi tr ring cho t chc . Cc cng ty thng ch c t 3 n 8 gi tr ct li.
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Khm ph cc gi tr ct li

Thnh lp nhm khm ph bao gm nhng ngi c nng lc, uy tn trong ton b t chc. Tho lun v khm ph tt c cc gi tr c th c cho t chc. Phn tch, nh gi v la chn cc gi tr ct li ph hp cho t chc. Tr li cc cu hi: Gi tr no l ct li m chng ta ng gp khi lm vic ti cng ty? Gi tr ct li no m bn s ni vi con bn rng ban t ho v iu v cng mong mun chng c nhng tnh cch khi ln ln v i lm? Nu bn thc dy vo ngy mai v c tin sng ht i mt cch d d, bn c tip tc theo ui cc gi tr ct li khng? Bn c ngh rng cc gi tr vn cn c gi tr 100 nm na khng? Bn c sn lng gi nhng gi tr ct li , ngay c khi trong mt s thi im, chng li gy tht th cho bn? Nu bn bt u xy dng mt cng ty mi mt mi trng mi, nhng gi tr ct li no bn mun c trong cng ty ny, bt k lnh vc kinh doanh l g?
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Khm ph cc gi tr ct liV d gi tr ca cng ty k thut cao

Cht lng.- L gi tr ct li? Cu hi cn tr li l: gi s n mt lc no cht lng khng cn to ra s khc bit v khng cn mang li li th cnh tranh liu chng ta c cn theo ui n tip tc hay khng? Cu tr li ca cng ty ny l: Cht lng c xem nh l mt chin lc, khng phi l gi tr ct li. Lun lun dn u v i mi L gi tr ct li? Cu hi cn tr li l: Chng ta c theo ui s i mi bt chp th gii quanh ta bin chuyn nh th no hay khng? Cu tr li ca cng ty ny l: chng ta lun lun mun thc hin s dn u v i mi, chnh v vy chng ta mi l chng ta. iu thc s quan trng cho chng ta v lun lun s nh vy. Bt lun iu g xy ra. V nu th trng hin nay ca chng ta khng ly iu lm quan trng th chng ta s i tm nhng th trng xem trng iu . S dn u v i mi- l gi tr ct li ca cng ty ny.

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V d: cc gi tr ca cng ty
Home Depot
Tinh thn

To ra gi tr
cho c ng
Xy dng cc quan h bn vng

doanh nhn

Dch v khch
hng tuyt ho a li li ch cho cng ng

Quan tm n
mi ngi

Tn trng mi
ngi

Lm vic ng
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V d: cc gi tr ca cng ty
Walt Disney
Khng c ch ngha hoi nghi Bo tn v kim sot iu k diu ca Disney Nui dng v truyn b nhng gi tr tt p ca M Tnh sng to, c m v tr tng tng
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Ch trng cung tn vo tnh nht qun v chi tit

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V d: cc gi tr ca cng ty
Philip Morris
Quyn t do chn la Tnh cn c v lun t ci tin Chin thng- nh bi cc i th mt cch minh bch

C hi thng tin da trn cng trng- khng ai c u tin g

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Khuyn khch sng kin c nhn

24

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V d: cc gi tr ca cng ty
Du Pont
An ton
o c

Tn trng mi ngi Center for Excellence in Management Development

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Qun l

mi

trng

25

H t tng ct li- mc ch ct li

Mc ch ct li: l do tn ti ca mt t chc. N khng phi l mc tiu hay chin lc kinh doanh. Mc ch phi th hin linh hn ca t chc, l do hin hu su xa ca mt t chc. Mc ch ca doanh nghip khng phi l tin. Tin l phn thng cho nhng cng hin c ngha, nhng sn phm hoc dch v mang li gi tr cao cho x hi. Mc ch phi ko di t nht 100 nm, trong khi mc tiu v chin lc kinh doanh c th c th thay i nhiu ln trong 100 nm . Mc ch nh mt ngi sao dn ng nm chn tri- bn theo n mi nhng khng bao gi vi ti. Mc ch kch thch s pht trin chin lc, to ra cm hng cho tt c cc thnh vin trong t chc.
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Hai cch tip cn trong vic xc nh mc ch ct li

nh hng sn phm

Ch trng vo sn phm thay v th trng nh hnh nhim v kinh doanh da trn nhng g m mnh c (k nng, cng ngh,) Sn xut ra nhng ci g m minh c Nghin cu xu hng th trng, sau quyt vic sn xut cc sn phm, dch v cn p ng. Lm ra nhng g m th trng cn.

nh hng th trng

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Hai cch tip cn trong vic xc nh mc ch ct li- nhng lu

Ch trng n li ch sn phm thay v sn phm

Li ch: khch hng mua n lm g? Li ch khng bao gi mt i trong khi sn phm s b li thi

Phn bit li ch trung gian v li ch sau cng

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B tam gi cho vic khm ph mc ch ct li- (ngun: concepts of strategic management. Fred R David)
ng cho ti vt ng cho ti o qun. Hy cho ti ci nhn thu ht. ng cho ti giy. Hy cho ti tin nghi trn i chn ca ti v cm gic khoan khoi khi i b. ng cho ti nh . Hy cho ti s an ton, tin nghi, ni sch s v hnh phc. ng cho ti sch. Hy cho ti nhng gi khoi lc v nhng li ch ca s hiu bit. ng cho ti a ht. Hy cho ti s gii tr v m thanh ca nhc ng cho ti vt. Hy cho ti nhng tng, cm xc, khng kh, cm ngh v ch li. Xin ng cho ti vt
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Khm ph mc ch ct li

Hy m t s mnh ca t chc bn, c th l cc sn phm hoc dch v no m bn d tnh cung cp ra th trng, hoc mt nhim v no m t chc s m trch. Tr li cu hi ti sao? (Why?), lm nh vy khong 5 ln.

5 why s gip cc cng ty trong tt c cc ngnh nh hnh cng vic ca h theo mt cch c nhiu ngha hn

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Khm ph mc ch ct li- v d cng ty nghin cu th trng.

Why ? Chng ta tn ti lm g? : cung cp d liu NCTT tt nht hin c cho khch hng Why? khch hng ca chng ta hiu th trng tt hn

Why? khch hng thnh cng

Why? Mc ch ca cng ty NCTT l: nhm ng gp

vo s thnh cng ca khch hng bng cch gip h hiu bit th trng ca h

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Cc v d v mc ch ct li

3M: gii quyt mt cch sng to nhng vn tn ng Cargyll: ci thin iu kin sng trn ton th gii Hewlett- Parkard: to ra nhng ng gp k thut cho s tin b v phc li nhn loi. Mckinsey & company: gip cc cng ty hng u v cc chnh quyn thnh cng hn Nike: tri nghim cm xc cnh tranh, ca chin thng, v bp cc i th. Sony: tri nghim s vui thch ca s tin b v s ng dng cng ngh mang li li ch cho cng chng. Wal-Mart: cung cp cho nhng ngi bnh thng c hi mua sm nhng th m nhng ngi giu c mua. Walt Disney: lm cho con ngi hnh phc

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Tng lai c hnh dung

Tng lai c hnh dung - thnh phn th hai trong tm nhn, gm:

Mc tiu ln v to bo t 10 n 30 nm. Thng th:

N vt trn nhng kh nng hin ti ca t chc v vt ra ngoi mi trng hin ti. i hi mt s c gng phi thng

M t sng ng: MTLTB cn c m t bng vic v ra mt bc tranh sng ng, hp dn nh hng v ng vin tt c mi ngi trong t chc.

V ra mt tng lai th v, khng phi l s tin on tng lai.

Bc tranh phi hp dn, cha ng s tinh ty, khch l, khi dy s quan tm, v a n s ho hng cho tt c cc thnh vin bn trong t chc .

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MTLTB & m t sng ng- v d ca Ford

MTLTB ca Ford: Dn ch ha xe hi c m t sng ng l: Ti s to ra mt loi xe hi cho a s dn chnggi ca loi xe ny s thp n ni khng ai c c mc lng va phi m khng mua c n v cng vi gia nh mnh hng th nhng gii pht thoi mi khng gian v tn m cha ban cho chng ta V khi ti lm xong mi ngi u c th mua mt chic xe. Nga s bin mt trn cc xa l ca chng ta,..

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Thi im cho vic pht trin tm nhn?

Trc khi khi s tng kinh doanh Sau mt thi gian thc hin tng kinh doanh Lc b tc v cng vic kinh doanh Lc ang thnh cng rc r

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To ra v thc hin tm nhn

Nhng c im
Vai tr ca lnh o cp cao Vai tr ca ngi di quyn

M hnh quan liu (thp ng)

To ra tm nhn, truyn t v gim st ngi di quyn Thc hin tm nhn di s ch dn, gim st ca lnh o

M hnh hin i
Cng tham gia, hng dn, h tr, ng vin cp di trong qu trnh to ra v thc hin tm nhn c khuyn khch tham gia vo qu trnh xy dng v thc hin tm nhn mt cch ch ng v sng to

Qun l
Hnh nh

- Nng v tp quyn - M hnh thp ng

Nhng con vt: quc! Quc! Quc!!

Coi trng phn quyn cp di - M hnh thp ng ngc

-

nhng con i bng bay vt ln cao!

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Truyn t tm nhn

Mt tm nhn c tc dng truyn cm hng v th v khi:

C ngn ng d nh nh r hng i tng lai ca cng ty Thch thc v thc y ngi lao ng To ra s xc cm v s nhit tnh mnh lit Ghi li bng vn bn cu where we are going and why Ph bin tm nhn n ton b t chc Gii thch vic thc hin tm nhn n tt c mi ngi lao ng

truyn t tm nhn thnh cng nn:

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V d: khu hiu tm nhn (Vision Slogans)

Levi Strauss & Company Chng ta s ph khp th gii bng vic tip th nhng y phc thng ngy, hp dn nht trn th gii.

Microsoft Corporation Mang quyn lc n cho mi ngi thng qua phn mm tuyt vibt k thi gian no, bt k ni no, v trn bt k thit b no.

Mayo Clinic Chm sc tt nht cho mi bnh nhn mi ngy. Center for Excellence in Management Development
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V d: khu hiu tm nhn (Vision Slogans)

Scotland Yard Lm choLondon tr thnh mt thnh ph ln v an ton nht trn th gii.

Greenpeace ngn chn s lm dng mi trng v thc y cc gii php v mi trng.

Charles Schwab cung cp cho khch hng nhng dch v ti chnh ng php lut v hu ch nht trn th gii.

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Vt qua nhng cn tr n vi tm nhn chin lc mi

Huy ng s ng h cho mt tm nhn mi, i hi:

Xc nh li nn tng cho nh hng mi Truyn t cho cc nhn vin c lin quan v hng i sp ti

Lm du i s s hi

Khi dy lng can m v ngh lc

Cung cp cc thng tin cp nht v cc bo co v tin trnh thc hin tm nhn mi
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Cc bc ngot ca s thay i chin lc

Trn con ng i ca mnh, i khi cc cng ty ri vo tnh trng ng trc ng 3 ng (li r chin lc), nguyn nhn c th l:

Do cc iu kin th trng ang thay i nhanh chng e da n cc trin vng kinh doanh ca cng ty Chin lc khng cn hiu nghim (the strategy simply runs out of stream- x hi hon ton). Cc hnh ng ca nh cnh tranh lm v hiu ha kh nng thnh cng ca cc chng trnh v chin lc ca cng ty Mt hng i mi cho cng ty Mt chin lc mi

Cc quyt nh quan trng cn c l:

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Cc li r chin lc ca Intel

Gia thp nin 80 v trc

Tp trung vo memory chips B vic kinh doanh memory chip (cc cng ty Nht thng tr th trng vi u th gi thp hn) v

T gia thp nin 80 tr i

Tr thnh mt nh cung cp b vi x l cho ngnh cng nghip my tnh c nhn Ch to thit b trung tm cho my tnh c nhn ti ni lm vic v gia nh L ngi i u trong vic dn dt cng ngh hng v tng lai ca my tnh c nhn

1998

Chuyn trng tm t cng ngh my tnh c nhn sang l nh cung cp cc khi thit b lm sn cho h thng kinh t Internet

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Tc dng ca mt tm nhn r rng

t c s nht tr v ng hng hot ng lu di ca mt t chc C s cho vic thit lp mc tiu v la chn chin lc pht trin mt cch c hiu qu Gim ri ro v vic ra cc quyt nh khng c nh hng r rng Gip ginh c s ng h ca cc thnh vin trong t chc Gip gi cho cc hnh ng lin quan n chin lc ca cc nh qun tr lun ph hp vi ng li chung

Gip mt t chc c c s chun b cho tng lai

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Thit lp mc tiu

Mc ch ca vic xc lp mc tiu

Bin i tm nhn thnh cc mc tiu hot ng c th To ra cc tiu chun nh gi, theo di cc hot ng Lm cho cng ty tr nn sng to, nh hng v trng tm trong cc chng trnh hnh ng ca n

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Cc c im ca mc tiu

a ra s cam kt cho vic t c cc mc tiu hot ng c th Cc kt qu phi c th hin theo thi gian v mt s lng v chng loi c th. Cc mc tiu c thit lp tt thng:

C kh nng nh lng C th o lng C n nh v thi gian hon thnh

Thit lp mc tiu l qu trnh bin i tm nhn thnh nhng kt qu hot ng c th c th o lng c!

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Cc loi mc tiu cn c
Cc mc tiu ti chnh
Ch trng vo vic ci thin cc kt qu v mt ti chnh

cc mc tiu chin lc
Ch trng vo vic ci thin v
th cnh tranh di hn ca doanh nghip

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Cc v d v mc tiu ti chnh

T l tng doanh thu hng nm T l gia tng li nhun sau thu hng nm T l gia tng thu nhp trn mi c phiu hng nm T l li nhun /doanh thu Mc hon vn S gia tng gi tr c phiu

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Cc v d v mc tiu chin lc

% th phn chim lnh c ti th trng t c mc chi ph tng th thp hn so vi cc i th cnh tranh Vut qua cc nh cnh tranh quan trng v nng sut, cht lng sn phm hoc dch v khch hng % doanh s bn hng t c t vic gii thiu v bn sn phm mi trong 5 nm qua. Dn u v cng ngh C c s la chn sn phm tt hn so vi nh cnh tranh Cng c mc hp dn thng hiu ca cng ty t c nng lc bn hng hoc phn phi trong phm vi quc gia hoc ton cu mnh hn so vi cc i th cnh tranh C c cc sn phm mi hoc cc sn phm hon thin trc i th cnh tranh Center for Excellence in Management Development
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Cc mc tiu ti chnh v chin lc ca Unilver

Tng trng doanh thu hng nm khong 5-6% Tng t l li nhun hot ng t 11% ti 16% trong vng 5 nm Ct gim bt cc chng loi sn phm chm sc c nhn, gia nh v thc phm t 1200 xung cn khong 400 nhn hiu quan trng Tp trung n lc bn hng v marketing vo cc sn phm c tim nng v th mnh tr thnh cc nhn hiu ng u th trng ton cu T chc, hon thin chui cung cp ca cng ty t hiu qu cao hn

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Cc mc tiu ti chnh v chin lc ca DuPont

t c mc tng trng doanh thu hng nm khong 5 ti 6% v tng trng li tc c phiu bnh qun khong 10% t mc tng trng li tc c phiu cao hn doanh thu, bng cch:
(a) (b)

(c)

Tng nng sut Bn cc sn phm mi mi nm vi mc gi mc gi trung bnh v s tng trng li nhun trung bnh, v S dng tin mt nhn ri mua li cc c phiu

Bn bt cc b phn kinh doanh ni tht v dt c li nhun thp ca cng ty.

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Cc mc tiu ti chnh v chin lc ca 3M

t c mc tng trng li tc c phiu bnh qun khong 10% hoc cao hn Mt khon thu nhp khong 20-25% t vic kinh doanh c phiu Mt khon thu nhp khong 27% hoc ln hn trong vic cho thu vn/ti sn. t mc ti thiu khong 30% doanh s t vic bn cc sn phm mi trong vng 4 nm

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nh hng mc tiu chin lc i vi cc mc tiu ti chnh

Thnh tu ca mt cng ty khng th phn nh mt cch y thng qua cc kt qu hot ng v mt ti chnh

Cc kt qu ti chnh thng l cc yu t c o lng sau, n phn nh cc kt qu ca nhng quyt nh v hnh ng trong qu kh

iu quan trng trong vic o lng vic thc hin ca mt cng ty l tnh cnh tranh v v th th trng ca n

Cc o lng v vic thc hin chin lc l cc ch bo cho bit trc cc kt qu ti chnh v trin vng kinh doanh trong tng lai ca cng ty S hon thnh cc mc tiu chin lc

Bo hiu tnh cnh tranh gia tng

Bo hiu v th th trng gia tng

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Cn bng gia cc mc tiu ti chnh v chin lc

Kt qu hot ng ca mt cng ty i hi s thng bng gia cc mc tiu ti chnh v chin lc Nhn mnh cc mc tiu ti chnh hn cc mc tiu chin lc thng ch xy ra khi:

Tnh trng ti chnh ca cng ty ang rt t hi v S tn ti ca bn thn n b e da

Mt khc cc nh qun tr cng c khuyn l cn u tin hn cho vic t n cc mc tiu chin lc

theo ui cc mc tiu chin lc, m cc mc tiu ny lm tng thm li th v v th cnh tranh ca doanh nghip so vi cc i th ca n.! Center for Excellence in Management Development
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Con ng duy tr kh nng sinh li lu di l khng ngng

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Cc mc tiu ngn hn v di hn

Cc mc tiu ngn hn

Cc mc tiu cn c hon thnh sm Cc ct mc hoc hoc l cc bc thang gip cho vic t n cc kt qu di hn

Cc mc tiu di hn

Cc mc tiu cn hon thnh trong phm vi t 3- 5 nm nh hng cc hnh ng hin ti, qua cho php t n kt qu di hn mong i sau ny

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Cc mc tiu cn c xc lp ti cc cp
1. Trc ht, thit lp mc tiu cho ton b t chc
2. K n, thit lp mc tiu cho tuyn sn phm v mc tiu kinh doanh 3. Tip theo, thit lp mc tiu ca cc b phn v mc tiu chc nng 4. Cc mc tiu c nhn s c thit lp sau cng

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Tm quan trng ca vic thit lp mc tiu theo kiu t trn xung

nh hng cho vic thit lp mc tiu v chin lc cp thp hn m bo cc mc tiu ti chnh v chin lc ca tt c cc phng ban, b phn v n v kinh doanh c gn kt trc tip nhm t n cc mc tiu tng th ca ton b cng ty

S hi nhp ca cc mc tiu s c hai li th sau

Gip to ra s gn kt gia cc mc tiu v chin lc gia cc b phn khc nhau ca t chc Gip hp nht cc n lc bn trong thc hin cc chin lc cng ty la chn

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