Chin lc quc t ca cng ty P&G

11/09/2010 12:34 PM

P&G l cng ty a quc gia vi cc sn phm ni ting rt thnh cng ti th trng M v th gii. Bn cnh nhng thnh cng t c cng ty cng gp nhiu kh khn trong qu trnh m rng th trng ra bn ngoi nc M Trit l kinh doanh. Nm 1930, P&G bt u bn sn phm ca mnh ra th trng quc t. Tuy nhin th trng US vn l th trng chnh tiu th cc sn phm ca P&G. Doanh thu ch yu ca cng ty c c t th trng US. Cc cng ty con c thnh lp ti cc quc gia khc ch yu m rng th trng nhm tm kim li nhun v doanh thu bn hng c chuyn v nc ch nh. Nm 1930 P&G thnh lp cng ty con u tin nc ngoi l cng ty Hedley & Co. Ltd t ti Anh v cng ty ny ch bn dng sn phm x phn Fairy. Cc cng ty con hot ng di cc nh hng chin lc t cng ty m, cng ty m t ra cc mc tiu v phng hng hot c th cho cc cng ty con nc ngoi Vn ha kinh doanh. P&G kinh doanh nc ngoi ging nh cch m h kinh doanh ti th trng US, h khng quan tm n vn ha ca a phng, P&G tt c cc th trng trn th gii u ging th trng US v vn ha kinh doanh. Chnh s lm tng ny khin cho P&G gp phi rt nhiu kh khn v mt s tht bi khi tm cch thm nhp th trng a phng ca cc quc gia trn th gii. Chin lc marketing. Vi nh hng chin lc kinh doanh quc t trong thi gian ny, cc chin lc marketing ca P&G c b nguyn xi t ni dung ln hnh thc ca cc chin lc marketing t cng ty m sang cc cng ty con cc quc gia khc trn th gii. V d v chin lc sn phm c sn xut theo nhu cu ca th trng US, gi c khng c s phn bit gia cc quc gia mc d c s khc bit v thu nhp gia cc quc gia m P&G kinh doanh sn phm ca minh. Cc mu qung co ca P&G cc th trng mi ny l cc mu qung co ca P&G s dng ti th trng US. Sn phm c sn xut hng lot t cc nh my chnh v c phn b trn ton cu. C cu t chc. Cc cng ty con c lp nc ngoi ch kinh doanh mt s sn phm ch yu, cu trc cng ty l cu trc th bc theo sn phm, c cc gim c nhn hng. Nhng v tr ch cht ca cc cng ty con nc ngoi o ngi ca cng ty m c sang, lao ng a phng ch c thu mt s t v cc v tr khng my quan trng. P&G s dng chin lc kinh doanh quc t bn sn phm ca mnh trn ton th gii trong thi gian u. Bc u th chin lc ny em li cho P&G nhng thnh cng tt p, th trng tiu th c m rng mt cch nhanh chng, cc sn phm ca P&G c phn phi rng ri trn ton cu to ra li nhun ng k cho cng ty. Nm 1937 th doanh s ca cng ty l 230 triu usd. Tuy nhin nh hng chin lc ny ngy cng bc l nhiu yu km, doanh s ca P&G gim dn qua cc nm, nhn ra chin lc ny khng cn ph hp do mc phi cc ro cn v thng mi, thu quan, cc ro cn v vn ha p lc t cc nh bn l a phng. in hnh vo nhng thp nin 90 th doanh s ca P&g st gim nhanh chng. V d c th l trng hp P&G thm nhp th trng Ba Lan nm 1991. Vo ma h nm 1991, P&G gia nhp vo th trng Ba Lan vi sn phm Vidal Sasson Wash&Go v nc gi u"all in one" l sn phm bn chy nht M v chu u. Sn phm c a ra thng qua cuc tip th t chp nhong kiu M i vi quy m cha tng thy Ba Lan. Lc u chin dch dng nh hiu qu, P&G chim c hn 30% th trng nc gi u, nhng u nm 1992 doanh thu t ngt gim mnh. Sau l nhng n i: Wash&Go gy rng tc v nhiu gu-nhng tuyn b ca P&G b ph nhn. Tip theo l nhng truyn ci, mt cu truyn c lan truyn

ti Ba Lan l "Ti ra t ca ti bng Wash&Go, v lp xe tr nn cng". Phn tch tht bi ca P&G Trong chin lc thm nhp th trng Ba Lan th P&G dng nh hng chin lc quc t. P&G nh ng th trng US vi th trng Ba Lan. th trng nc ch nh th vic P&G qung co thng xuyn, rm r s lm cho doanh s ca nhn hng c qung co ngy cng tng cao. Nhng th trng Ba Lan th vic ny khng nhng tn km m cn gy ra tc dng ngc, iu c bn v P&G khng nghin cu k v vn ha ca ngi Ba Lan. Theo kho st ca mt hang nghin cu th trung th s ngi khng thch kiu tip th ca P&G nhiu gp 3 ln s ngi khng thch cc sn phm ca P&G. Ngi Ba Lan quen vi suy ngh rng hng ha qung co l do l nhng hng ha m km cht lng khng bn c. Nguyn nhn th hai trong tht bi ca P&G chnh l sn phm Wash&Go. P&G ly nguynxi sn phm phc v nhu cu ca ngi M sang phc v nhng ngi Ba Lan. Ngi Ba Lan suy ngh rng Wash&Go l sn phm p ng cho ngi tiu dng M s dng hng ngy qu thng lu i vi ngi tiu dng Ba Lan l nhng ngi t coi trng v sinh c nhn (vo thi im ). Trc mt s yu km ca chin lc quc t, P&G dn chuyn nh hng chin lc t quc t sang a a phng nhm p nhng nhu cu v p lc t a phng, khc phc nhng yu km ca chin lc quc t. Ngun http://www.scribd.com/doc/22023655/chien-luoc-kinh-doanh-toan-cau-cua-P-G kin c nhn : Qua chin lc kinh doanh ton cu ca cng ty P&G ti thy cng ty ch mi bc u m rng th phn ra bn ngoi nc M, khi hu ht cc doanh thu l th trng M, vic m rng s cho cng ty tng gi tr thng hiu ca mnh ln trn phm vi ton cu. Nhng bc u h gp nhiu kh khn khi h b nguyn xi cc sn phm bn M sang cc th trng nc khc m khng tm hiu xem th trng cc nc ny mong mun 1 sn phm nh th no? Cng nh tm hiu thi quen phong tc tp qun sinh hot ca a phng. Sn phm th sn xut t nh my chnh ri mi chuyn ti cc chi nhnh, nh vy s lm tng them ph vn chuyn, kinh doanh s khng lu di thay vo u t dy chuyn sn xut ngay ti a phng s lm gim ph vn chuyn, kinh doanh s di lu v khi th trng thay i nhu cu th c th linh hot chuyn i theo ngy cng pht trin. S tht bi bc u ca P&G l khng tm hiu vn ha ca a phng ca th trng m minh xm nhp. H em nguyn bn nhng sn phm c coi l tiu th rt mnh bn M sang .Thi gian u do hiu k v qung co rm r c th lm cho doanh s tng .Nhng thi gian sau do khng ph hp vi li sng sinh hot th khch hng ngi tiu dng s khng cn s dng na dn n doanh s dn sc gim qua cc nm. Bin php ra y l nn tin hnh kho st th trng tm hiu vn ha li sng tng vng v u t trang thit b my mc ngay chnh ti a phng to ra cc sn phm ph hp vi nhu cu ngi tiu dung.

Chin lc kinh doanh ca Petrolimex

04/12/2010 09:57 AM

Gn 55 xy dng v trng thnh, trong bt k thi gian no, hon cnh no Petrolimex cng lun l cng c iu tit, gi vai tr ch o, ch lc ca Nh nc trong vic p ng mi nhu cu v xng du v cc sn phm ha du cho s nghip pht trin kinh t, x hi, bo m an ninh quc phng v nhu cu tiu dng ca nhn dn trong c nc. Nhng nm gn y (c bit l giai on 2005- 2009), iu kin kinh doanh ca Petrolimex gp nhiu kh khn v gi xng du th gii lin tc tng cao, mt thi gian di Nh nc phi b l cho kinh doanh xng du, khng c tch ly, nh hng n mi hot ng ca Petrolimex. Gn 2 nm qua, kinh doanh xng du chuyn sang c ch th trng, Nh nc khng b l na nhng tnh hnh kinh doanh vn gp khng t kh khn do lin tc phi m

ng nhim v bnh n gi, khng ch lm pht. Song ci kh khng b ci khn, ngoi vic kinh doanh xng du, Petrolimex cn pht trin mnh kinh doanh sang nhiu lnh vc phc v cho nhim v chnh, nh kinh doanh nhin liu bay, gas, du m nhn, nha ng, ha cht; kinh doanh vn ti xng du ng b, ng thy, c kh; thit k, xy lp cc cng trnh xng du, du kh; kinh doanh bt ng sn, xut nhp khu tng hp, bo him, ngn hng; tin hc vin thng v t ng ha c bit, trong 5 nm qua, Petrolimex c s t ph mnh m, u t vo nhiu lnh vc: gn 4.360 t ng xy dng h thng c s h tng, ng dng v pht trin h thng cng ngh thng tin hin i; h thng qun l tin tin; lp t v a vo s dng cc h thng phng chng chy n m bo an ton cho cc cng trnh xng du. Cc h thng u m bo c tnh ng b, thng nht t tiu chun cht lng khu vc p ng yu cu s nghip cng nghip ha- hin i ha t nc. Nhiu d n c tng gi tr ln c Hi ng qun tr ph duyt v ang thc hin c hiu qu. in hnh nh chin lc u t pht trin i tu vin dng cho 2 Cng ty c phn Vn ti xng du ng thy (Vipco v Vitaco); u t v a vo qun l, khai thc, s dng tu Vn Phong 1 lm tng nng lc vn ti ca i tu vin dng Petrolimex, sc cnh tranh v vn ra th trng th gii. Bn cnh , Petrolimex thc hin c hiu qu cc ch trng ca ng v Nh nc v sp xp, i mi v nng cao hiu qu hot ng doanh nghip. Hin ti Petrolimex c 23 doanh nghip c phn, trong c 1 Ngn hng Thng mi c phn v 1 Cng ty TNHH 1 thnh vin ti Singapore; 3 cng ty lin doanh. Petrolimex cng ang tin hnh c phn ha theo n ti cu trc m hnh t chc tin ti hnh thnh mt Tp on Xng du a s hu pht trin mnh m v bn vng. Chnh nhng t ph y m Petrolimex lun l mt trong s t doanh nghip c s np ngn sch ln nht c nc. 5 nm qua, Petrolimex np vo ngn sch nh nc gn 77.000 t ng, bnh qun hn 15.000 t ng/nm. Doanh thu nm 2005 l gn 44.000 t ng n nm 2009 l hn 105.000 t ng t 241% so vi nm 2005. Tng li nhun t gn 4.710 t ng, bnh qun hn 941 t ng/nm. To vic lm cho trn 25.000 lao ng, thu nhp n nh v c ci thin. Thu nhp bnh qun thng/ngi nm 2005 khong 2,6 triu ng n nm 2009 tng gp i, l 5,2 triu ng. Chin lc kinh doanh-t li ch doanh nghip trong tng th li ch quc gia, li ch ca ngi tiu dng Nhng t ph y mang li hiu qu cao trong sn xut- kinh doanh ca Petrolimex. Nht l t thng 10/2007, khi ng Bi Ngc Bo chnh thc nhn trch nhim l Tng gim c ca Petrolimex. Kt qu trong thi gian qua cng khng nh s quyt on trong qun l, iu hnh, dm ngh dm lm ca Tng gim c Bi Ngc Bo k tha v pht huy truyn thng ca Petrolimex, nhm t mc tiu pht trin Petrolimex ln tm cao mi, tr thnh Tp on Xng du a s hu pht trin mnh m v bn vng. Vi vai tr l y vin Hi ng qun tr, Tng gim c ch o chung, ng Bi Ngc Bo trc tip ph trch v ch o xy dng chin lc, quy hoch, k hoch pht trin di hn, trung hn v hng nm ca tng cng ty; cng tc t chc, cn b; cc lnh vc: ti chnh, ngn hng, bo him, cng ngh thng tin; cng tc i mi v pht trin doanh nghip; cc hot ng u t v kinh doanh ngoi lnh th Vit Nam. Quyt nh phng thc, quy m, c ch kinh doanh, phng n nh gi (hng ho, vt t, thit b, xut nhp khu v kinh doanh ni a). Quyt nh mc tiu; quy m, hnh thc u t cc d n; nh mc kinh t k thut; cc quy

nh qun l ni b; quy hoch pht trin c s vt cht k thut; cng tc quy hoch v pht trin ngun nhn lc; bo h quyn s hu nhn hiu v pht trin thng hiu Petrolimex. Vi quan im Li ch ca doanh nghip phi t trong tng th li ch ca quc gia, li ch ca ngi tiu dng, nn thi gian qua, ng trc nhng thi im gi xng du th gii bin ng phc tp (c bit trong nm 2008), Tng gim c Bi Ngc Bo cng tp th Ban lnh o Petrolimex lun thc hin tt nhim v bnh n th trng ca Chnh ph giao; ch o, iu hnh ton b cc n v trong h thng m bo xng du lun c cung ng y , kp thi gp phn quan trng trong vic n nh i sng x hi. Nhng nm qua, Petrolimex lun l n v i u v gng mu trong vic bo m cht lng hng ha, chng gian ln thng mi, bo v ngi tiu dng (trong mt hng xng du), tch cc u t cho cng tc bo m an ton chy n, bo v mi trng. Ngoi ra, Petrolimex l n v cung ng mt hng xng du quc ni nhiu nht (gn 60% th phn) nhng li c s chnh lch cp b hng nm qua kim tra ca cc c quan chc nng ca Nh nc c gi tr nh nht trong tt c cc u mi nhp khu. Tng gim c Bi Ngc Bo l ngi thc s coi trng con ngi, ng cho rng: t con ngi vo v tr trung tm, coi doanh nghip l phng tin con ngi pht huy ti nng, sng to, xem con ngi l ch th ca mi hot ng. Chnh quan im duy tr c s gn kt, tnh k lut ca h thng, to nn mt sc sng mi cho Petrolimex pht trin. Petrolimex xy dng chin lc pht trin ngun nhn lc, cc k hoch o to di hn, ch ng xy dng v quy hoch i ng cn b c bit, t 2005 n nay u t gn 39 t ng cho cng tc o to, trin khai chng trnh o to gim c chuyn nghip cho khong 150 ngi, cn b qun l cp trung cho khong gn 700 ngi v bt u trin khai chng trnh o to ca hng trng (khong 2.000 ngi). Hin Petrolimex c i ng chuyn gia u ngnh v cc mt qun l, k thut, kinh doanh vi gn 100 cn b c hc v tin s, thc s, s lng CBCNV c trnh i hc chim 26% trong t s lao ng; 100% cng nhn vin c o to chuyn mn, nghip v. Petrolimex l n v tin phong trong nghin cu, xut cc d n quy hoch, tiu chun xng du, an ton v sinh lao ng, v sinh mi trng, cc chnh sch qun l v m ca Nh nc v kinh doanh xng du tng bc xy dng th trng xng du canh tranh lnh mnh c s qun l ca Nh nc m bo li ch ca ngi tiu dng, chng gian ln thng mi. Petrolimex cng i u trong hp tc quc t, ch ng tm kim th trng, thit lp quan h thng mi vi cc nc trong khu vc v quc t, lm trn ngha v quc t trong lnh vc xng du vi hai nc bn Lo v Campuchia. ng thi ch ng tm kim cc i tc tim nng khc nh Trung Quc; cc i tu bin nc ngoi; cc khu cng nghip, khu ch xut Ngun : www.petrolimex.com.vn

BNH LUN:
Xng du l mt loi nng lng khng th thiu i vi Vit Nam ni ring v th gii ni chung. V Petrolimex l mt cng ty i u trong lnh vc xng du Vit Nam. L mt ngi lnh o thong minh ng Bi Ngc Bo- tng gim c cng ty Petrolimex a ra chin lc kinh doanh t li ch ca doanh nghip phi t trong tng th li ch ca quc gia, li ch ca ngi tiu dng, nn d gi xng du th gii bin ng phc tp( nht l nm 2008) nhng xng du trong nc lun m bo cung ng y , kp thi gp phn quan trng trong vic n nh i sng x hi. V Petrolimex np vo ngn sch nh nc gn 77.000 t

ng trong 5 nm qua. Trong chin lc qun tr nhn s, ng t con ngi vo v tr trung tm, coi doanh nghip l phng tin con ngi pht huy ti nng, sng to, xem con ngi l ch th ca mi hot ng. Chnh quan im duy tr c s gn kt, tnh k lut ca h thng, to nn mt sc sng mi cho Petrolimex pht trin.

Chin lc kinh doanh c o ca McDonald

16/12/2010 03:44 PM

Bn c thch bn nhc ny khng? Chng ti sn sng phc v bn. Cu ni ny m u cho mt chin lc phc v khch hng mi trn th trng thc n nhanh ca tp on McDonald trn ton cu. Hin nay, trung bnh mi ngy, c bn ngi M th c mt ngi gh vo qun fastfood ca McDonald, tp on thc n nhanh ln nht th gii. y l mt con s m bt c hng thc n nhanh no cng m c. Thnh cng ca McDonald l ngoi sc tng tng. Vi bit danh "con g trng vng", McDonald ang c a ra mc tiu t mc doanh thu 9 t USD/nm vo nm 2008. Mc tiu trn c l kh kh khn nu bn bit rng doanh thu hin nay ca McDonald ch khong 6 t USD. Nhng vi McDonald, mi th u c th khi hng p dng cc chin lc kinh doanh ring bit. Thng thc m nhc khi dng hambuger V bc i u tin trong tham vng y mnh doanh thu ng thi thu ht mt lng ln khch hng, McDonald trang b cc loi my nghe nhc MP3, h thng ti nhc t Internet ti cc ca hng fastfood ca mnh trn ton nc M. ng ch nht l mng Blaze Net ca McDonald cho php khch hng c th va dng thc n nhanh va download nhc, nh k thut s t Internet vo in thoi di ng hay my tnh xch tay ca mnh. Mng ny c tch hp vo cc my ATM lp t trong ca hng ca McDonald. Hin McDonald vn cha cng b c th s c bao nhiu ca hng c trang b nhng chic ATM gn Blaze Net. "Chng ti mun hng ti nhng ca hng fastfood ca tng lai, ni m khch hng cm thy thoi mi vi nhng cng ngh hin i" Bill Whitman, pht ngn vin ca McDonald cho bit. Thi gian th nghim ca k hoch mi l t 60 n 90 ngy. Sau , tu thuc s n nhn ca khch hng, McDonald s m rng ra cc ca hng khc ca mnh. Ca hng u tin c th nghim l Oak Brook. Ti y, mt menu hon ton mi c a ra phc v khch hng, song song vi l cng ngh mi bao gm Internet khng dy, mn hnh tinh th lng khch hng c th thng thc v download m nhc trong khi dng n. Bc i n ca hng fastfood cng ngh cao ca McDonald th hin quyt tm thu ht khch hng cng nh tng nh n c gim c iu hnh Charlie Bell, ngi khai ph hng kinh doanh mi ny cho McDonald, qua i cch y khng lu v bnh ung th. Lc , vo nm 1993, khi Bell cn l gim c McDonald ti Australia, ng xut k hoch p dng cng ngh mi vo cc ca hng thc n nhanh. Tuy nhin, do nhiu kh khn nn mi hn 10 nm sau, c m ca Bell mi tr thnh

hin thc. Nh li nm 1993, Bell cho bit s c k hoch ct gim s lng nh hng d nh m trong nm . S tin tit kim, khong 260 triu USD, s c s dng tung ra mt lot cc chin lc kinh doanh mi c s tham gia ca cng ngh cao ti tt c im bn hng ca McDonald. Cn vic p ng cc yu cu v sc kho cho mi ngi, McDonald cng a vo s dng mt loi du mi c coi l c li cho tim trong cc mn rn ca mnh. Bell ni: "Chng ai hi lng vi tnh hnh kinh doanh hin nay ca McDonald, c bit l ti. Nhng ti m bo vi cc bn rng cc chi nhnh v h thng ca hng trn ton th gii ca chng ti vn rt mnh v cc k hoch xoay chuyn tnh th ca chng ti s t hiu qu cao nht". Lc , theo nhn nh ca cc nh phn tch kinh t th ch l nhng li ni nhm "che mt thin h", thc t nh th no chc ch c mi McDonald bit c m thi. Nhng gi y, McDonald lm cc chuyn gia kinh t phi cm thy h thn v nhng li nhn xt sai lch ca mnh khi hng khng nhng chng minh c vic p dng cng ngh cao trong kinh doanh l hon ton hp l m n cn ci thin ng k dch v chm sc khch hng qua nng cao ng k s lng khch hng trung thnh. "y l thi im McDonald vt qua c giai on kh khn nht v tip tc vng chc v tr s 1 th gii v thc n nhanh", John Kane, nh phn tch th trng ti hng Moors & Cabot Capital Markets, cho bit. Chnh sch chiu m cc nh thit k thi trang hng u Khng ngng thay i l mt trong nhng b quyt kinh doanh ca McDonald. Thng 7 va qua, McDonald cng cng b k hoch tm kim cc nh thit k thi trang ni ting to ra cho cc nhn vin cng gn 300.000 ca hng ca hng trn ton na M mt phong cch thi trang mi v li cun hn. Theo McDonald th cc nh thit k mu ti hai hng thi trang ni ting l Tommy Hilfiger v Sean "P. Diddy" ang nm trong tm ngm ca hng. "Chng ti sp c mt b mt hon ton mi t cung cch phc v, trang tr ca hng cho n trang phc ca cc nhn vin" - Bill Whitman, pht ngn vin ca McDonlad cho bit. "Mong mun ca chng ti l to ra cc b trang phc mi cho cc nhn vin m h s thch mc ngay c khi ht gi lm vic". Hin McDonald vn cha chn c bt c nh thit k thi trang no. Steve Stoute, chuyn gia t vn nhn hiu ca McDonald, cho bit: Cc ng c vin bao gm nh thit k thi trang ni ting vi nhn hiu Phat Farm, Russell Simmons, nh thit k Sean John, ngi to ra nhn hiu American Eagle v c Giorgio Armani, bc thy trong lnh vc thi trang th gii. T trc n nay, trang phc ca cc nhn vin McDonald ti mi chi nhnh lun khc nhau. McDonald ch t ra yu cu cho cc nhn vin ca mnh v trang phc: o phng mu trng, c ti ngc nh c hnh chic bnh hambuger hay ch M, qun sm mu v tht lng. D n thit k thi trang tr gi 40 triu USD ny ca McDonald l mt phn trong chin dch nng cao hnh nh nhn hiu ca hng trn ton th gii. Sau khi p dng th nghim ti M, McDonald s p dng i vi ton b cc chi nhnh ca mnh trn th gii. Ngoi ra, Mark Stoute, chuyn gia marketing ng ng sau nhng thnh cng ca McDonald trong chin dch qung co rm r "Im lovin it" nm 2003, cng thuyt phc c ca s ni ting Justin Timberlake qung b hnh nh McDonald trong gii tr trn ton th gii.

Qu tht, gi y nu c ai t cu hi: Gia hambuger, tht chin v nhc MP3 c im g chung, hay cng ty kinh doanh no s cn n nhng bc thy trong lng thi trang th gii, bn c th thy ngay cu tr li ti cc ca hng thc n nhanh ca McDonald. Kt qu ca cc chin lc kinh doanh c o ny chnh l vic McDonald ang thu ht ngy mt ng khch hng n vi cc ca hng thc n nhanh ca mnh trn ton cu. Ngun: www.lantabrand.com/ Bnh lun: T trc n nay chng ta ch quan nim n ca hng n n ung, khng ai ngh n ca hng n gii tr v th gin. y ch l iu in su trong tim thc chng ta, nhng McDonald nhn ra c nhu cu v a n vo thc t, h phc v dch v cung cp internet khch hng download nhc v ti cc hnh nh t internet vo my tnh xch tay vo my- nhng vic m thi gian bn ch c th thc hin trong cc c s kinh doanh dch v internet, vic kt hp n ung v gii tr mang li nhn thc mi m cho khch hng, h cm thy h c phc v mt cch tt nht, cm thy nh kinh doanh rt quan tm n h. V th h thng xuyn tm n cc c s ca McDonald hn. Khi h ngh phi i u n by gi, h s nh ti McDonald vi cc dch v tuyt vi h ko ch c n m cn c gii tr. Bn cnh t ai ngh l u t vo thi trang ca cc nhn vin ca hng s gip y mnh doanh thu kinh doanh. c v l 2 vn khng lin quan g ti nhau. Nhng McDonald thc hin u t vo trang phc ca cc nhn vin trong ca hng qua h to c s quan tm, to s ch cho khch hng v sau ni ti ca hng McDonald bn cnh cht lng mn n ngi ta ngh ngay n s thu ht ca cc b trang phc ca nhn vin, n to im nhn trong lng khch hng. Khi bn to c iu th bn s thnh cng.

Thng hiu Bitis- Khng nh v th nh chin lc ph dy, ph xa

04/12/2010 10:01 AM

Trong nhng doanh nghip Vit Nam, Bitis lun t ho l mt trong nhng doanh nghip thnh cng trong vic qung b thng hiu giy dp Vit Nam ra th gii. Trong nhng thi im ngnh da giy Vit Nam ang phi i mt vi vic p thu ca EU, khng t doanh nghip gp kh khn do th trng truyn thng mt, th trng ni a ang b chim lnh bi hng Trung Quc, th trng mi cha kp khai ph.. Thm na, th trng bn l Vit Nam ang c cc nh u t trn th gii nh gi cao, vic phi cnh tranh gt gao trong chnh th trng ni a khin nhiu nh sn xut trong lnh vc da giy gp kh. ng trc thch thc , Bitis ch ng xy dng chin lc pht trin ton din, u t xy dng thng hiu v pht trin h thng phn phi rng khp cc vng min, khng ch Vit Nam m c th trng quc t. Theo ng Vu Khi Thnh Ch tch HQT kim Tng gim c Bitis - ngoi phng thc kinh doanh truyn thng, cng ty lun tm nhng hng i mi, dm chp nhn ri ro trong kinh doanh, nhm phc v cho chin lc kinh doanh ph dy, ph xa. n nay, Bitis c n 4.500 i l trn ton quc cng h thng vn phng i din, showroom gii thiu sn phm ti 40 quc gia trn th gii. Ngoi h thng phn phi chnh thc, sn phm ca Bitis cn thng qua nhng mng li phn phi l khng chnh thc, c mt nhng vng nng thn xa xi, ho lnh. c bit, cc dch v chm sc khch hng nh cc chng trnh khuyn mi, t vn h tr khch hng s c thc hin ti tn khch hng; hng pht trin thng hiu lu di l s

u t xy dng cc trung tm phn phi theo hng chuyn nghip v cao cp hn. Cc trung tm tip th v kinh doanh ca Biti's s c xy dng theo ng cc form chung trn ton quc, nhm hng ti vic nng cao tnh chuyn nghip trong phn phi sn phm. Ngoi ra, chnh sch p dng mt gi trn ton quc cng khin ngi tiu dng an tm khi chn mua hng. y c coi l chin lc pht trin, gia tng sc cnh tranh v thng hiu trong khu vc v th gii. Hin ti, trn 70% sn phm ca Bitis c tiu th th trng ni a v 30% xut khu. ngVu Khi Thnh khng nh, th trng ni a vn l t sng ca Bitis v cng ty lun tp trung cho vic nng cao cht lng sn phm, mu m phong ph, c cu li sn xut, chuyn sang thit k cc sn phm mi nh: giy ty, giy dp n thi trang cho ph hp vi nhu cu v xu hng ca th trng. Khng tho mn vi nhng g t c, Bitis mnh dn em chung i nh x ngi v chinh phc c ngi tiu dng nhiu nc; trong , nhiu sn phm c khch hng ti cc th trng kh tnh nh: Anh, M, Php a chung. Ring ti th trng Trung Quc, Bitis pht trin c hn 20 tng i l v hn 350 i l kinh doanh tiu dng ti hu ht cc tnh min Ty - Nam Trung Quc nh: Trng Khnh, Vn Nam, Qung Ty, Qung ng, Phc Kin, H Bc..., c mt c Bc Kinh v Thng Hi. B quyt xy dng thnh cng thng hiu ti th trng sn xut v xut khu giy dp ln nht th gii ny l cng ty nhy bn nm bt c hi kinh doanh, lun i mi sn phm v cng ngh sn xut, ng k v bo h thng hiu kp thi, ch c im v tm l kinh doanh ca thng nhn Trung Quc Khai thc trit c hi pht trin kinh doanh ti th trng cc nc ln cn cng nh trong khu vc, nhm nng cao t trng sn phm xut khu mang thng hiu Biti's t 50% vo nm 2010 l k hoch hng ti ca Cng ty TNHH Bnh Tin. Theo xu hng hi nhp, Bitis cng xy dng thng hiu Gosto thnh sn phm giy dp thi trang, phc v cho i tng c thu nhp cao, pht trin dng sn phm giy dp c chng chi th thao; bn cnh l vic tip tc khng nh thng hiu ti cc th trng truyn thng nh Trung Quc, hng ti th trng tim nng nh Trung ng, Campuchia, Nga, Hoa K. Tt c nhng iu u khng nm ngoi mc tiu: gi vng v tr ca mt thng hiu mnh quc gia BNH LUN: Trong thi im Vit Nam ang hi nhp ton cu, th trng giy dp Vit Nam ang c nhng bin i ln bi s canh tranh gay gt ca ngng sn phm nc ngoi , hng nhi, hng gi th vic Bitis dm chp nhp ri ro, nng cao mng li phn hpi sn phm trn khp tnh thnh. Chng ta c th d dng nhn thy sn phm Bitis c mt t thnh th n nng thn. Bn cnh , cht lng sn phm Bitis th khng cn bn, rt bn v mang m chn. Nhng bc ph huynh thng u tin mua giy dp Bitis cho tr nh.. Xc nh vic pht trin thng hiu ng hnh cng nng cao cht lng, Bitis thnh lp Vin o to Biti's v cc trung tm o to ca cc chi nhnh trn ton quc o to v o to li cn b cng nhn vin, p ng c nhng yu cu cp nht nht trong tin trnh hi nhp ra th gii ca hng Vit. y l chin lc c th to th v lc cho Biti's v Biti's cng t ho l cng ty t nhn u tin Vit Nam c ring mt vin o to ca chnh mnh. Khai thc trit c hi pht trin kinh doanh ti th trng cc nc ln cn cng nh trong khu vc, nhm nng cao t trng sn phm xut khu mang thng hiu Biti's t 50% vo nm 2010 l k hoch hng ti ca Cng ty TNHH Bnh Tin. Theo xu hng hi nhp, Bitis cng xy dng thng hiu Gosto thnh sn phm giy dp thi trang, phc v cho i tng c thu nhp cao, pht trin dng sn phm giy dp c chng chi th thao; bn cnh l vic tip tc khng nh thng hiu ti cc th trng truyn thng nh Trung Quc, hng ti th trng tim nng nh Trung ng, Campuchia, Nga, Hoa K. Tt c nhng iu u khng nm ngoi mc tiu: gi vng v tr ca mt thng hiu mnh.

Chin lc kinh doanh ca c ph Trung Nguyn

04/12/2010 09:54 AM

Ra i vo gia nm 1996 -Trung Nguyn l 1 nhn hiu c ph non tr ca Vit Nam, nhng nhanh chng to dng c uy tn v tr thnh thng hiu c ph quen thuc nht i vi ngi tiu dng c trong v ngoi nc. i tin phong trong vic p dng m hnh kinh doanh nhng quyn ti Vit Nam, hin nay, Trung Nguyn c mt mng li gn 1000 qun c ph nhng quyn trn c nc v 8 qun nc ngoi nh: M, Nht, Singapore, Thi Lan, Trung Quc, Campuchia, Ba Lan, Ukraina. Sn phm c ph Trung Nguyn v c ph ha tan G7 c xut khu n 43 quc gia trn th gii vi cc th trng trng im nh M, Trung Quc. Bn cnh , Trung Nguyn cng xy dng c mt h thng hn 1000 ca hng tin li v trung tm phn phi G7Mart trn ton quc.
L cng ty u tin p dng m hnh kinh doanh nhng quyn thng hiu ti th trng Vit nam. Bng s nng ng v sng to, Trung Nguyn xy dng c mt h thng qun nhng quyn rng khp c nc v th trng quc t.T h thng Nhng quyn ny, Trung Nguyn mang ti ngi yu c ph mt phong cch thng thc c ph rt ring, mang bn sc vn ha Vit nam, nhng tinh hoa ca nhn loi. Trong khng gian Trung Nguyn, nhng tn c ph khp mi ni s cm nhn c nhng nt vn ha c ph c o ca Vit nam, cha ng nhng tinh hoa v mt gi tr trit l bao trm, hng nhn loi ti nhng gi tr pht trin mi: sng to, hi ha v pht trin bn vng.vi hng trm ngn qun c ph tri dc t nc ang kinh doanh sn phm c ph Trung Nguyn, v mt h thng qun nhng quyn rng khp c nc, quc t chng ti kht khao mang n cho ngi yu c ph khng ch l nhng tch c ph ngon nht m cn l nhng nt vn ha c ph c sc nht. Nhng tn c ph n vi Trung Nguyn s c tri nghim trong nhng khng gian c ph m h c chia s v ng cm v minh chng mt tinh thn c ph mi. Nm 2008, nh du mt bc pht trin mi, quan trng i vi h thng qun Nhng Quyn Trung Nguyn. Bng vic thay i v h thng nhn din thng hiu cho h thng qun, Trung Nguyn cho ra i mt m hnh qun mi, p hn v sang trng hn, mt khng gian thc s dnh ring cho nhng ngi yu c ph. Thng 9/2008, ti sn bay Changi Singapore, Trung Nguyn cho ra i m hnh c ph mi, hon ton khc bit v hnh thc nhng vn c s k tha nhng nt c trng v tnh vn ha cao ca h thng hin ti. M hnh mi nhn c s nh gi rt cao ca nhng ngi yu c ph v nhng ngi bn ln ca Trung Nguyn. Tip theo chui s kin l hang lot nhng qun c ph theo m hnh ny tip tc ra i v to nn mt ln sng mi v qun nhng quyn Trung Nguyn: Vi thng ip TRUNG NGUYN NI HI T CA NHNG NGI YU V AM M C PH" c th hin qua rt nhiu yu t ti h thng qun, tp trung vo cc ch : Am hiu, am m c ph: Ch phc v nhng loi sn phm c ph cht lng c bit nht S dng nhng cng ngh hin i nht & B quyt Phng ng c bit. i ng phc v c o to v am hiu k lng v c ph cng vi mt tinh thn c ph mi. Khng gian c bit em li ngun cm hng cho sng to: Cng vi trit l c ph v s sng to v pht trin bn vng, khng gian qun c ph s c

thit k mang li cho ngi yu c ph s thoi mi, tin dng khuyn khch ti a kh nng t duy v sng to nhm t c nhng thng hoa, thnh cng trong cuc sng. Khng gian chia s v kt ni nhng am m: Cho nhng ngi am m c ph, qun c ph Trung Nguyn s l ni gp g, s chia nhng s vui bun, thnh cng trong cuc sng ca tt c mi ngi n t khp ni trn ton th gii. Bt k h l ai, da trng hay da nu; ngi giu hay ngi ngo; ngi theo trng phi, tn gio no hay thuc ng phi chnh tr no. Tt c s cng nhau bn mt khng gian c ph nng m s s chia, s chn thnh hng th gii n mt s an bnh, hi ha hn. (Nguyn Trng - Tng hp t Trungnguyen.com.vn) BNH LUN: Vi thi gian thnh lp v pht trin ngn nhng c ph trung nguyn c nhng pht trin vt bc. T mt cng ty non tr c ph trung nguyn l ngi tin phong trong kinh doanh nhng quyn ti th trng vit nam. Hin nay, tp on Trung Nguyn c khong gn 2000 nhn vin lm vic cho cng ty c phn Trung Nguyn, cng ty c phn TM & DV G7 ti 3 vn phng, 2 nh my v 5 chi nhnh trn ton quc cng vi cng ty lin doanh VGG hot ng ti Singapore. Ngoi ra, Trung Nguyn cn gin tip to cng n vic lm cho hn 15.000 lao ng qua h thng 1000 qun c ph nhng quyn trn c nc.Vi chin lc tr thnh mt tp on kinh t bao gm 10 cng ty thnh vin hot ng trn nhiu lnh vc: trng, ch bin, xut khu, chn nui, truyn thng, bt ng sn Vi tham vng tr thnh mt tp on thc y s tri dy ca nn kinh t Vit Nam, gi vng s t ch v kinh t quc gia v khi dy, chng minh cho mt kht vng i Vit khm ph v chinh phc.trung nguyn v ang to dng thng hiu hng u qua vic mang li cho ngi thng thc c ph ngun cm hng sng to v nim t ho trong phong cch Trung Nguyn m vn ha Vit.

VNPT Global v chin lc ton cu

01/12/2010 02:13 PM

L cng b tho thun u t gia Cng ty C phn u t Quc t VNPT v Cng ty Singapore Technologies Telemedia (ST Telemedia) ti H Ni din ra vo thng 3/2010 thc s to ra mt du n quan trng trong qu trnh pht trin ca VNPT Global. Chc chn i bn s t c mc tiu trong vic tm kim, u t vo nhng cng ty c tim nng kinh doanh trong lnh vc vin thng trn ton cu. ng thi VNPT Global s c thm c hi tip cn vi nhng hnh thc u t mi, a dng hay kinh nghim hot ng trong lnh vc vin thng ca ST Telemedia nhng th trng v ang pht trin. L Cng ty thnh vin ca VNPT, c thnh lp vo thng 1/2008 bi ba c ng: VNPT - vi s vn gp chi phi, MobiFone v VNPost - mi n v 5% vn gp; Cng ty C phn u t quc t VNPT gi tt l VNPT Global hin l mt trong nhng cnh tay ni di ch lc ca VNPT nhm vn xa, ta rng ra khp cc chu lc. Tnh n nay, tuy mi trn 2 nm nhng VNPT Global c c 05 cng ty thnh vin, c tr s t nc ngoi: 02 t ti M (Deluxe Telecom LLC v VNPT Global US); Singapre (VNPT GS Ttd.); Hong Kong (VNPT Global HK Ltd.) v Cng ha Sc (VNPT GC). Hin VNPT Global ang tch cc m rng mng li vin thng ca VNPT trn phm vi ton cu, gm cc POP a dch v, d n di ng c h tng (MNO), mng di ng o (MVNO), POP u tin c VNPT Global xy dng vo thng 12/2008 l POP Internet ti HongKong. Thng qua cc POP, VNPT Global cung cp cc dch v vin thng, gm: dch v thoi, d liu v cc gi dch v gi tr gia tng cho cc i tng mc tiu nh cc doanh

nghip v t chc bn ngoi lnh th Vit Nam, t chc v cng ty nc ngoi c mi quan h hp tc, kinh doanh vi Vit Nam v nhng c nhn c nhu cu. Vic k kt tha thun u t 10% c phiu ca VNPT Global ca ST Telemedia vo thng 7/2008 (c cng b vo thng 3/2010) gip ST Telemedia tr thnh nh u t, ng thi l c ng chin lc ca VNPT Global. Gian nan khi s Ngi ta thng ni: Vn s khi u nan, iu chng sai vi VNPT Global. Khi mi thnh lp, i ng nhn s ca cng ty rt mng, ch c 5 cn b, nhn vin. V cng nh cc doanh nghip Vit Nam khc khi vn ra th trng nc ngoi, kinh nghim kinh doanh trong mi trng ton cu va yu va thiu. Thm vo l mi trng php l quc t rt phc tp. Ngoi ra, vic kinh doanh trn thng trng quc t c ri ro cao do s khc bit v vn ha, khong cch a l, cch thc kinh doanh, ... Tuy nhin, v cn bn, vn c nhiu thun li i vi n v. Trc ht, vi mc tiu vn ra th trng quc t, t lu VNPT c nhng bc i vng chc nng tm cng nh uy tn ca thng hiu; m rng a bn kinh doanh cc dch v bu chnh, vin thng, Internet ra th trng cc nc, l nhng thun li c bn m VNPT Global c tha hng. K n l, vi s bng n v thng tin, s thay i nhanh chng v cng ngh v chuyn hng sang bng thng rng trong vi nm gn y, cng vi vic m rng a bn, i tc roaming ca hai mng di ng VinaPhone v MobiFone, to c hi cho hu ht ngi Vit nc ngoi, thng nhn v du khch nc ngoi c mi lin kt, giao lu vi Vit Nam c c s trao i, gn kt vi Vit Nam mt cch thng xuyn thng qua cc dch v ca VNPT. Cui cng, l c hi v thi c VNPT hin din ti cc quc gia, c Th tng Chnh ph cho php ti Quyt nh th im thnh lp Tp on cng nh trong nhiu ch o iu hnh khc ca Chnh ph. n chin lc ton cu Trao i vi Tp ch X hi Thng tin, ng V Phi Long, y vin Hi ng qun tr, Tng Gim c VNPT Global cho hay, mc tiu ca VNPT Global l tr thnh cng ty hng u ca VNPT trong vic u t, kinh doanh lnh vc vin thng th trng quc t v bng mi cch phi kinh doanh thnh cng. Theo , VNPT Global hng n vic: xy dng mng vin thng ton cu ca VNPT; cung cp cc dch v gi tr gia tng vin thng, dch v contact center cho khch hng ca VNPT ti nc ngoi; pht trin cc dch v ni dung s tin tin cho cc mng di ng ti Vit Nam v cng ng ngi Vit nc ngoi nhm ti a ho gi tr li nhun cho cc i tc v c ng. Trc mt, tp trung vo vic u t xy dng cc d n vin thng ti nc ngoi, ng thi tm kim u t v kinh doanh vo cc d n mi ti nc ngoi thuc cc lnh vc: dch v ni dung, thng tin di ng, dch v mng bng rng Trn c s , pht trin cc dch v thoi (bn bun, bn l) v dch v IP (IP transit, IP VPN, Internet Access, Peering...). Cn a bn trong nc, VNPT Global nhm ti vic kinh doanh cc dch v gi tr gia tng cho mng di ng v mng bng rng; dch v contact center; cc hot ng thng mi (v cc sn phm, dch v) v u t vo cc d n cng ngh khi c iu kin. Mc d rt tr c v tn, tui ln i ng lao ng, th nhng VNPT Global hin l doanh nghip c phn c nhiu tim nng v c hi, ang vn tm v chp cnh cng cc n v khc ca VNPT vn ti nhng min t mi./. Theo : ng Hng Ngy : 30/04/2010 http://xahoithongtin.com.vn/20100429112452661p0c112/vnpt-global-va-chien-luoc-toancau.htm BNH LUN: Trong th trng cnh tranh khc lit ngy nay , tn ti bt buc cc doanh nghip phi lun i mi mnh v lun phi c gng khng b bp bi cc i th cnh tranh trong nc cng nh nc ngoi. Trong khi , ngnh thng tin la mt trong nhng ngnh c s cnh tranh mnh m nht t dch v n cng ngh. Vit Nam l

mt nc ang pht trin vi trnh cng ngh cn cha cao, v vy , doanh nghip Vit Nam s rt kh khn trong cc cuc pht trin ra nc ngoi , nht l nhng ngnh thuc v truyn thng , thng tin. Nhng VNPT Global chng minh kh nng kinh doanh tt vi nhng chin lc kinh doanh ph hp bng kt qu m rng hoat ng thnh sang cc nc trn th gii, khng nh c Vit Nam theo kp cng ngh. Ni cch khc, cc doanh nghip Vit Nam vi cc chin lc kinh doanh hiu qu s thm nhp c th trng th gii t cc nc ang pht trin n cc nc pht trin khng ch c sn phm l hng gia cng , nguyn liu th, hng th cng , m cn c c nhng ngnh cng ngh cao nh thng tin. Tuy nhin , VNPT Global ch l mt s rt t cng ty pht trin thnh cng mi trng nc ngoi. Cc doanh nghip Vit Nam cn phi c gng hn na v on kt gip nhau thm nhp th trng y cnh tranh bn ngoi. Mun nh th, mi doanh nghip cn a ra nhng chin lc di hn v ngn hn cho chnh mnh . L ngi ch/ngi qun l doanh nghip, bn cn phi c mt chin lc thnh cng. Chin lc kinh doanh nhn v tng lai xa hn ca cng ty. Cc ng ch/ngi qun l cng ty rt d qun v b qua chin lc kinh doanh bi v h rt bn rn vi cng vic hin ti. Trong trng hp ny, bn khng th bit lm th no nh v c cng vic kinh doanh ca bn v hin n ang v tr no. Vi k nng chin lc tt, bn s t ra cc mc tiu thc t v bit mt cch r rng v cch t c chng trong tng lai. L ngi ch/ngi qun l doanh nghip, bn khng th y thc cho ngi khc xy dng chin lc kinh doanh. Bn phi quyt nh tng lai ca doanh nghip hoc l n s mt i v tr trn th trng vo tay cc i th cnh tranh. Phn tch SWOT Cc yu t ca mi trng bn trong i vi mt doanh nghip c th c phn loi thnh cc im mnh (S), im yu (W), cc yu t bn ngoi c th c phn thnh cc c hi (O) v thch thc(T). S phn tch ny i vi mi trng chin lc c gi l phn tch ma trn SWOT. Phn tch ma trn SWOT cung cp thng tin hu ch trong vic hi ha cc ngun lc v nng lc ca cng ty i vi mi trng cnh tranh m cng ty ang hot ng. Nh vy, y l mt cng c trong la chn chin lc. im mnh: im mnh ca mt doanh nghip l cc ngun lc v nng lc m c th c s dng nh l mt c s trong vic pht trin li th cnh tranh. im yu: Khng c cc im mnh ni trn c th c xem l cc im yu ca doanh nghip. C hi: Bi cnh bn ngoi c th to cho doanh nghip c hi mi tng trng v pht trin. Thch thc: S thay i ca mi trng bn ngoi cng c th mang li nhiu thch thc cho doanh nghip Chin lc S-O: theo ui cc c hi ph hp nht vi nhng im mnh ca doanh nghip Chin lc W-O: vt qua nhng im yu theo ui c hi Chin lc S-T: xc nh r cch m doanh nghip c th s dng cc li th ca mnh gim thit hi i vi nhng thch thc bn ngoi Chin lc W-T: thit lp mt k hoch phng th ngn nga im yu ca doanh nghip khi nhng nh hng t mi trng bn ngoi.

Chin lc kinh doanh ca ng Tm Long An

30/11/2010 04:51 PM

Trc khi tr thnh mt tp on mnh ngnh sn xut vt liu xy dng v trang tr ni tht nh ngy nay, ng Tm Group cng tri qua bao ni thng trm. Nm 1699, ng V Thnh Ln sng lp ra doanh nghip ng tm, vi sn phm ban u l gch bng lt nn. n nm 1976, c s ng tm cng vi

nhiu n v sn xut gch bng khc sp nhp, ly tn l T hp ng Hip. Sau mt thi gian sn xut b gin on n nm 1986, ng V Quc Thng con trai ng V Thnh Ln, cng cc thnh vin trong gia nh ti lp c s sn xut v pht trin doanh nghip ng Tm, m rng sn xut, kinh doanh trong ngnh vt liu xy dng v trang tr ni tht. Nm 1993, c s ng Tm pht trin thnh Cng ty TNHH Sn xut Xy dng Thng mi ng Tm. Nm 1994 thnh lp Cng ty lin doanh Gch Ceramic ng Tm n nay i tn thnh Cng ty c phn ng Tm Dotalia. Nm 2002, thnh lp Cng ty c phn Thnh Pht - Long An (nay l cng ty c phn ng Tm) c tr s t ti s 25 Quc l 1A, x Long Hip, huyn Bn Lc, tnh Long An. Nm 2006, Cng ty c phn Thnh Pht - Long An chnh thc i thnh Cng ty c phn ng Tm. n thng 10/2006, c tr s chnh ca Cng ty TNHH Sn xut Xy dng Thng mi ng Tm di v th trn Tn Tc, huyn Bnh Chnh, Thnh ph H Ch Minh, ng thi cng ty u t mi dy chuyn sn xut ngi mu theo cng ngh ca Italia. Nm 2007 l nm t duy t ph trong lnh vc u t ca Cng ty c phn ng Tm min Bc trin khai xy dng Khu lin hp sn xut vt liu xy dng trang tr ni tht ti Hi Dng v u t xy huyn sn xut ngi mu hin i theo cng ngh ca Italia v sp nhp cc cng ty thnh vin trong h thng ng Tm Group bng cch thng qua vic mua li c phn hoc vn gp ca cc cng ty Nm 2008, ng Tm cng vi cc doanh nghip khc phi ng u vi nhng kh khn chung ca nn kinh t th trng lan rng ra khp ton cu, nn kinh t trong nc phi i u vi tnh trng lm pht ri li gim ph, gi c mt s mt hng thit yu tng t bin. Mc d phi i u vi nhiu kh khn thch thc nhng Ban iu hnh Cng ty c phn ng Tm ni lc tm ti, hc hi, vi t duy t ph tm ra phng n sn xut kinh doanh kh thi lm tin trin trong nhng nm v sau. Nm 2009, Hi ng qun tr Cng ty c phn ng Tm quyt nh ti cu trc doanh nghip, chun b cho bc nhy vt pht trin thng hiu ng Tm ra tm khu vc th gii. Cng trong nm 2009, k nim 40 nm ngy sng lp thng hiu ng Tm, Hi ng qun tr Cng ty tip tc pht huy hc thuyt t duy t ph, ti cu trc doanh nghip theo m hnh ca tp on ln, hp l ha tt c cc hot ng sn sut, kinh doanh, tit kim chi ph qun l, hn ch hng tn kho, ti a ho ngun vi lu ng, tip tc trin khai d n B.I.C (Best in Class l d n do B Khoa hc v Cng ngh chn FPT, ng Tm thc hin th im)...c bit vi s sp xp, b sung nhn s trong ban iu hnh vi s b nhim Tng Gim c l ngi c nhiu nm kinh ngim qun l mt tp on ln ca chu u, cng vi s nhit huyt ca i ng cn b, cng nhn vin tr, tay ngh cao, Cng ty c phn ng Tm hon tt k hoch sn xut kinh doanh 2009, lm nn tng Cng ty ra k hoch sn xut kinh doanh nm 2010 v nhng nm tit theo. Hin nay, ng Tm Group c 15 Cng ty thnh vin, trong c 6 nh my hot ng sn xut vi cng sut hng nm l 15 triu m2 gch p lt, 15 triu vin ngi mu, 1,8 triu lt sn v 90.000 m2 ca nha uPVC. Ngoi ra, Cng ty

cn c h thng 20 Chi nhnh v 15 Trung tm trng by gii thiu sn phm trn phm vi c nc. Trong chin lc kinh doanh, ng Tm Group lun lun ly lnh vc sn xut v kinh doanh truyn thng l vt liu xy dng trang tr ni tht lm nn tng pht trin cho ton h thng, to th ng vng chc cho Cng ty pht trin sang cc lnh vc khc. Vi kinh nghim v uy tn trn thng trng, Cng ty s tp trung ngun lc duy tr v chim lnh th phn trong nc, pht trin tr thnh thng hiu hng u ca doanh nghip sn xut vt liu xy dng trang tr ni tht, Cng ty ng Tm cn y mnh u t vo lnh vc kinh doanh bt ng sn nh: pht trin khu cng nghip; Khu dn c; xy dng nh kinh doanh;v.vvi nhiu d n u t c qui m u t ln. Cc n ln sp trin khai s mang li li nhun tng thm cho Cng ty bt u k t nm 2011 tr i. Cng ty cng ang tin hnh lin doanh, lin kt vi cc i tc khc khai thc nhng li th v u im ca cc bn trn tinh thn hp tc cng pht trin. Sau 40 nm hnh thnh v pht trin, thng hiu ng Tm ngy cng c nhiu ngi tiu dng tn nhim v cht lng sn phm v thi phc v ngy cng chuyn nghip. Ngy nay, ng Tm Long An tr thnh mt trong nhng doanh nghip c chin lc pht trin bn vng hng u ti Vit Nam. Vi nhng kt qu v thnh tu quan trng nh vy nn trong thi gian qua, ng Tm Group lun c ng v Nh nc cc cp xt tng thng danh hiu thi ua cao qu hng nm./. Theo Thi Chuyn ngy 27/09/2010 15:52 http://www.longan.gov.vn/chinhquyen/soct/Pages/CONG-TY-CO-PHANDONG-TAM-LONG-AN-VOI-CHIEN-LUOC.aspx BNH LUN: Hin nay Cng ty c phn ng Tm l mt cng ty c nhiu sn phm c ngi tiu dng u chung v chim lnh c th phn kinh doanh kh ln trn th trng trong nc cng nh th trng th gii, pht trin tr thnh thng hiu hng u ca doanh nghip sn xut vt liu xy dng trang tr ni tht. Ngoi ra, cng ty cn m rng vo vic u t vo bt ng sn vi nhng d n vi quy m ln.ng Tm Group lun lun ly lnh vc sn xut v kinh doanh truyn thng l vt liu xy dng trang tr ni tht lm nn tng pht trin cho ton h thng, to th ng vng chc cho Cng ty pht trin sang cc lnh vc khc v hot ng sn xut vi cng sut ln hn nhiu to ra sn phm cht lng tt hn v sn phm to ra cng nhiu hn. Th nhng Cng ty c phn ng Tm cn a ra gii php l hp tc, lin doanh vi cc i tc khc to ra nhng li th v nhng ci tinh hoa nht to ra sn phm trn c tuyt vi cho khch hng v l ni ng tin y ca ngi s dng, to ra c tinh thn hp tc i bn cng c li. Chin lc kinh doanh ng n ca cng ty to ra uy tn v thng hiu v cht lng sn phm tt nht. Nh vy, Cng ty c phn ng Tm thnh cng th trng trong nc cng nh th trng th gii v trong tng lai khng xa cng ty s thnh cng hn na. Chin lc kinh doanh ca Apple

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Chin lc m Apple s dng khc hn vi i th cnh tranh t cc khu nh lp website, gii thiu cc sn phm iPhone mi, chm sc khch hng cng nh l qung co trn cc phng tin thng tin i chng. Quan trng l phi p: Trong tt c nhng dng sn phm ca Apple, ngay c n cc chi tit, mi th gn nh hon ho v bt mt t thit k, ng gi thm ch n c nhng mu qung co trn truyn hnh. Apple dnh c mt khong thi gian ln to s ni bt trc i th cnh tranh. V nu l doanh nghip nh, bn cng c th lm c iu ny. Hy lu ti hnh thc bn ngoi, cch b tr sp t cng nh mc ch sn phm ca cng ty.Nhng tm hnh ln s tc ng n th gic ca ngi tiu dng v h s mun tm hiu thm cc thng tin v sn phm cng nh v cng ty. Thng ip n gin :Apple lun lun khc ghi v thc hin li khuyn ca cc chuyn gia v marketing l hy gi nhng thng ip tip th tht n gin. Thng ip n gin l phi d hiu, d nh v d chia s. Tuy nhin, n gin khng c ngha l thiu i ngha chiu su ca thng ip. iu ny s khi gi mong mun hiu r bn cht ca thng ip qua vic s dng sn phm ca khch hng. To cho ngi tiu dng s thch th :Hy nhn vo cc cng ty con ca Apple v bn s thy kh nhiu iu th v. H tip cn khch hng mt cch thn thin. Hy nhnh nhanh vo website ca Apple v bn s thy rng Apple hon ton tin vo mt cu ni ni ting "mt bc tranh c gi tr c ngn li ni". Vi mt khi lng thng tin v ni dung c ng ti hng ngy. Chc chn, bn s ng vi iu . Chin lc ca Apple khng phi l ni cho bn v nhng im yu ca h l g (trong trng hp bn khng tin vo sn phm), m chin lc ca h l chia s vi khch hng li nhn xt ca nhng ngi khc, nhng ngi ang s dng v ni v sn phm ca h. iu s khch quan v ng tin cy hn. p dng tng trn, cc doanh nghip nn khuyn khch cc khch hng tin tng vo sn phm ca bn. Cch tt nht lm c iu ny l thng xuyn tip cn nhng mong mun v nhu cu ca khch hng ri cung cp cho h nhng sn phm tt nht. Thay v nhng kiu qung co truyn thng mang tnh tc thi trong cc thng, trong tun l n thun thng bo v sn phm th Apple s dng nhiu cch tip cn khc nhau mi khch hng u bit n thng hiu ca mnh chng hn nh cc bi bo vit v cht lng sn phm, cc thng tin chi tit v sn phm mi ch khng ch ch gi gn trong mt thng co bo ch. V kt qu l, hng nghn ngi u bit n cc sn phm ca Apple. Cc phng tin truyn thng i chng thc s c mt sc mnh rt ln, c bit l i vi cc doanh nghip nh. V d nh Apple, bn c th lm iu ny bng cch hy cung cp cho h mt s thng tin mi v c nht h ni v bn. To s tri nghim duy nht cho khch hang: Mi tng tc ca khch hng u c Apple ln k hoch cn thn. Nhng pht bn gh thm website ca h cng ging nh l bn bc vo mt trang web hon ton khc. Nu bn thm mt trong nhng ca hng ca h, bn s cm thy nh mnh ang trong

mt ba tic vui v v thoi mi. V cui cng, khi bn mua sn phm, thm ch l ng gi th bn l mt thnh vin ca cu lc b Apple. Tnh duy nht trong tri nghim khch hng l mt trong nhng thnh cng ca chin dch marketing ca hng. Mt khi bn tr thnh thnh vin ca cu lc b th chc chn bn s quay li v mua sn phm mt ln na. iu quan trng nht m chng ta cn ht sc lu tm l hy to ra nhng tri nghim cha tng c cho khch hng, t hy nhng khch hng trung thnh cng nh cc phng tin truyn thng gip bn bn hng. chnh l cch m Apple lm. H cc khch hng s dng sn phm ca mnh sau mi h pht biu cm tng ca mnh. Cn c vo h s to ra nhng sn phm tt c cht lng cao, ph hp vi th hiu ca khch hng v thu c nhng phn hi rt tt t ngi s dng. Bn c bit rng, cc hng nh Nokia hay Sony Ericson u c nhng sn phm in thoi di ng vi nhng chc nng hin i nh nghe nhc hay kt ni Internet nhng sn phm tng t ca Apple cho n nay vn l sn phm c a chung nht? Nu lnh o cng ty gii v c uy tn, chc chn mi vic s tin trin tt p. t nht, nhiu khch hng s nhn vo , Apple chim c tri tim ca h. Steve Jobs, CEO ca tp on Apple lun a ra nhng sn phm mi trc cc khch hng v cng lun th hin l mt ngi rt quan tm n mi hot ng ca cng ty. iu cng th hin rng CEO l mt ngi c ti, nhit tnh v thn thin. K t khi Steve ln nm quyn iu hnh, mi cng vic u din ra rt tt v chnh th hin c c tnh ca ng.

To lp uy tn v lun i trc mt bc : Cch y khong 5 nm, sau khi chim lnh th trng MP3. Apple c th t tin vi nhng thnh cng ca mnh. Th nhng khng phi l nhng g m hng ny lm. H tip tc sng to, nghin cu v tip th nhiu sn phm mi bi Apple khng mun ng sau nhng ci tn nh SanDisk, Microsoft, Creative, Samsung, hay bt c mt thng hiu no khc. Mt trong nhng cch tt nht bn c th t c nhng n lc marketing ca mnh l lun i u trong cc dng sn phm bng cch chim lnh th trng ln. V khng cn s la chn no khc l bn phi tht s ni bt. Nhn thy iu ny, Apple mt ln na, chinh phc c th gii tiu dng bng iPhone .Bn c bit LG, Samsung, HTC, v Nokia, tt c u c nhng tin ch tng t nh iPhone? V 3G hin nay cng cn c cc chc nng hn hn iPhone. Trong kinh doanh, c rt nhiu thch thc v phi cnh tranh vi cc i th ln. To lp uy tn v lun i trc mt bc l mt chin lc gip cc cng ty tr vng trn thng trng. to c uy tn vi khch hng i hi mt qu trnh lu di, v khng phi d dng. Nhng y l iu tht s quan trng v c ngha to ln i vi s thnh cng ca mt cng ty. Hy nhn tn cc sn phm ca Apple: iPod, iPhone, iMac v.v Khng phi ci tn no cng hon ho nhng tt c chng u d nh phi khng? V hy th so snh nhng ci tn ny vi tn ca cc b phn my mc. y cng l mt im m chng ta nn hc tp t Apple. Hy t mnh vo v tr ca khch hng xem h c gp kh khn no trong vic khi nh hoc truy cp a ch website cng nh din n chung ca doanh nghip mnh khng t c nhng bc i vng chc v xy dng thng hiu thnh cng cho doanh nghip. Trch t http://kienthuc.com.vn/new Theo li ca Steve Job, CEO ca tp on Apple . Bi vit vo th 2 ngy 05/04/2010

BNH LUN: T khi bt u ca bt k hnh ng th trng ca Apple, cc chin lc ca cng ty l tp trung vo c mt disrupter th trng, v n lt mt hng sn xut th trng, bng cch tp trung khng ngng vo kinh nghim ca khch hng. V khng ch tp trung vi cc sn phm hin c hoc dch v, sn phm mi v dch v c thit k, pht trin, v khng ngng theo ui lm hi lng cc khch hng cui cng. Cc bn ving thm mt ca hng Apple? C l l thi gian bn lm.The Apple innovation difference on how to squeeze every last penny out of some process or on reducing costs, such as what Lean and Six Sigma advocates . Instead, the Apple corporate focus as driven by the CEO was , and how to direct that energy into improving revenue and profitability by addressing the frustrations (or needs /wants) of customers. The Apple innovation difference is where the role of CEO is fixated on customer centered innovation. Customer experience with Apple products was the center of innovation. New products, new applications, and new markets all focused on customer experience. S khc bit i mi ca Apple l t hn v mt tp trung vo bn trong v cch bp mi khi ra khi ng xu cui cng ca qu trnh mt s hoc chi ph gim, chng hn nh nhng g "Lean" v "Six Sigma" nhng ngi ng h,. Thay vo , cng ty tp trung Apple l li xe ca cc CEO l b ngoi tp trung vo th trng, v khch hng, v lm th no trc tip nng lng vo vic ci thin doanh thu v li nhun bng cch gii quyt nhng tht vng (hoc nhu cu / mong mun) ca khch hng lm trung tm. i mi Apple S khc bit l ni m vai tr ca Gim c iu hnh l gn b vi khch hng kinh nghim i mi ca khch hng. vi cc sn phm Apple l trung tm ca i mi. sn phm mi, ng dng mi, v cc th trng mi tt c tp trung vo cc tri nghim ca khch hng. Mt iu m Apple lm tt c lng nghe th trng, v sau di chuyn cc chng trnh tip th sc so to ra "dn nn nhu cu up" cho mt sn phm vn cha c pht hnh cc sn phm ny mi c. Thit k thanh lch, v trc quan nht c th, th trng a ch tht vng. Many commentators have described this as him having a knack for making market moves at the right time. Baloney, Steve Jobs understands the fundamental core concepts of sales, marketing, and economics that few teach today. Nhiu nh bnh lun m t iu ny nh l anh c mt "s trng" lm cho th trng di chuyn vo ng thi baloney,. Steve Jobs hiu khi nim ct li c bn ca doanh s bn hng, tip th, v kinh t m t dy hm nay. Apple's core of innovation is centered on one thing, market demand. There is no law of supply and demand there is only the law of demand. The supply side of the economic paradigm is completely irrelevant. The one thing that is important is the law of demand only.Apple ct li ca sng to l tp trung vo mt vic, nhu cu th trng. Khng c "lut cung v cu" ch l lut cu Pha cung cp cc m hnh kinh t l hon ton khng lin quan.. C mt iu l quan trng l lut cu ch. Stop for a moment and think about that, internalize it, and one day I'll offer some insight that I gained from a wise college economics professor who taught me this. Ngng mt lc v suy ngh v iu , tip thu n, v mt ngy ti s cung cp mt s hiu bit rng ti t c t mt gio s kinh t trng i hc thng thi dy ti iu ny. You can see this thinking in Apple's current move today. With the deep pockets of several successful product strategies, and on the heels of Microsoft's dismal Vista operating system launch, Apple is now aggressively going after the company's old arch rival. The market has complained about Vista, about Microsoft security problems, about the forced upgrade march, about a whole host of problems Microsoft has experienced lately. Apple is seizing on the market frustration with Microsoft products and the inherent, pent up demand for an alternative.Bn c th thy t duy trong di chuyn hin hnh ca Apple ngy nay vi nhng ti tin su sc v chin lc sn phm ca mt s thnh cng,. V trn giy cao gt ca m m ca Microsoft Vista khi ng h iu hnh, Apple hin ang tch cc i sau khi i th vm ca cng ty c. Th trng ny phn nn v Vista, v vn bo mt ca Microsoft, v vic diu hnh nng cp bt buc, v mt lot nhng vn Microsoft c kinh nghim gn y. Apple ang thu gi trn th trng tht vng vi sn phm ca Microsoft v nhu cu vn c, b

dn nn thay th. Apple's timing is simply capitalizing on the Microsoft promotion of Windows 7. Apple's marketing message is resonating with the general populace and the pent up demand that is inherent in marketplace frustration with prior versions of Microsoft Windows. That message is that the new Windows 7 operating system is simply another fix to a long line of broken operating systems. Apple thi gian ch n gin l tn dng chng trnh khuyn mi ca Microsoft Windows 7 thng ip tip th ca Apple ang cng hng vi dn chng ni chung v nhu cu b dn nn m l vn c trong tht vng th trng vi cc phin bn trc ca Microsoft Windows.. Tin l Windows 7 h iu hnh ch n gin l mt "sa cha" cho mt ng di ca h iu hnh b hng. \At the time Microsoft is bringing out its latest flagship product, Windows 7, to address criticism of the Vista product, Apple is offering an alternative.Vo thi im Microsoft l a ra sn phm ch lc mi nht ca n, Windows 7, gii quyt nhng li ch trch ca cc sn phm Vista, Apple l cung cp mt thay th. C ai thc s tin rng s ra mt ca iTunes, v cc iPod v iPhone, hoc Pixar, hoc cc qung co tn cng mi nht ca Microsoft c mt s gh ca phn ng qun Cht lng v? nh bng cc sn phm Apple, ngay c khi c trc trc, ch ra rng lp k hoch v chin lc cho tt c cc lin doanh din ra kh nhiu thi gian trc Ngay c chu k pht trin nhanh chng cho mt s cc phn mm, phn cng,. v h iu hnh phi mt kh nhiu thi gian. Ch cn c c s tch hp lin mch nh l sn phm ca Apple thng c l nhim v khng nh. V vy, nhiu ngi trong cc k hoch ny c l l nm nhiu trong thc hin trc khi c pht hnh cho cng chng. It needs to be said that Steve Jobs' approach to innovation isn't really a secret, the specific details may be, but the approach is plain old business and IT strategy, Steve Jobs gets it!N cn phi ni rng Steve Jobs tip cn vi s i mi khng thc s l mt b mt, cc chi tit c th c th c, nhng phng php tip cn l ng bng tui kinh doanh v chin lc CNTT-, Steve Jobs c n! He plain understands business and IT strategy. ng thng hiu kinh doanh v chin lc IT

Chin lc kinh doanh ca NHTM CP Chu.

30/11/2010 04:39 PM

Tng trng cao bng cch to nn s khc bit trn c s hiu bit nhu cu khch hang v hng ti khch hng. Xy dng h thng qung l ri ro ng b, hiu qu v chuyn nghip m bo cho tng trng c bn vng. duy tr tnh trng ti chnh mc cao, ti u ha vic s dng vn c ng xydng ACB tr thnh mt nh ch ti chnh vng mnh, c kh nng vt qua mi thch thc trong mi trng kinh doanh cn cha hon ho cu ngnh ngn hng Vit Nam. C chin lc chun b ngun nhn lc v o to lc lng nhn vin sng sut v hiu qu. Xy dng Vn ha ACB tr thnh yu t tinh thn gn kt ton h thng mt cch xuyn sut. ACB ang tng bc thc hin chin lc ngang v a dng ho. Chin lc tng trng ngang: th hin 3 hnh thc Tng trng thng qua m rng hot ng: hin nay trn phm vi ton quc, ACB ang tch cc pht trin mng li knh phn phi ti th trng mc tiu, khu vc thnh th Vit Nam, ng thi nghin cu v pht trin cc sn phm dch v ngn hng mi cung cp cho th trng ang c v trng mi trong tnh hnh yu cu ca khch hng ngy cng tinh t v phc tp. Ngoi ra, khi iu kin cho php, ACB s m vn phng i din ti Hoa K. Tng trng thng qua hp tc , lin minh vi cc i tc chin lc: hin nay ACBhin nay, ACB xy dng c mi quan h vi cc nh ch ti chnh khc, v d nh cc t chc th quc t (Visa, Master Card), cc cng ty bo him (Prudential, AIA, Bo Vit, Bo Long), chuyn tin Western Union, cc

ngn hng bn (Banknet), cc i l chp nhn th, i l chi tr kiu hi, v.v thc hin mc tiu tng trng, ACB ang quan h hp tc vi cc nh ch ti chnh v doanh nghip khc cng nghin cu pht trin cc sn phm ti chnh mi v u vit cho khch hng mc tiu, m rng h thng knh phn phi a dng. c bit, ACB c mt i tc chin lc l Ngn hng Standard Chartered, mt ngn hng ni ting v cc sn phm ca ngn hng bn l. ACB ang n lc tham kho kinh nghim, k nng chuyn mn cng nh cng ngh ca cc i tc nng cao nng lc cnh tranh ca mnh cho qu trnh hi nhp. Tng trng thng qua hp nht v sp nhp: ACB thc l cn phi xy dng nng lc tip nhn i vi loi tng trng khng c hc ny v thc hin chin lc hp nht v sp nhp khi iu kin cho php. Chin lc a dng ha sn phm a dng ha l mt chin lc tng trng khc m ACB quan tm thc hin, ACB c Cng ty chng khon (ACBS), Cng ty Qun l n v khai thc ti sn (ACBA), ang chun b thnh lp Cng ty Cho thu ti chnh v Cng ty Qun l qu. Vi v th cnh tranh c thit lp kh vng chc trn th trng, trong thi gian sp ti, ACB c th xem xt thc hin chin lc a dng ha tp trung tng bc tr thnh nh cung cp dch v ti chnh ton din thng qua cc hot ng sau y: Cung cp v tng cng quan h hp tc vi cc cng ty bo him phi hp cung cp cc gii php ti chnh cho khch hng. Nghin cu thnh lp cng ty th (pht trin t trung tm th hin nay), cng ty ti tr mua xe. Nghin cu kh nng thc hin hot ng dch v ngn hng u t. (Ngun: www.acb.jobs.com.vn) BNH LUN: Chin lc kinh doanh ca ACB a ra c nhng mc tiu hot ng c bn ca mt ngn hng bn l hng u Vit Nam. Thng qua nhng mc tiu m ACB ra th khch hng c th nhn thy mt tm nhn rng, l nhn thy kh nng pht trin da vo mc dn s ng ca mt t nc ang pht trin, l tp trung vo th trng ngn hng bn l.y l mt th trng m c hu ht cc ngn hng thng mi c phn tp trung cho chin lc ca mnh. Vi li th pht trin lnh vc ngn hng bn l ngay t ngy u mi thnh lp, y s l li th thc hin chin lc kinh doanh m ACB ra, to ra mt li th cnh tranh cho ACB. Khng nhng ACB ra c chin lc kinh doanh l tp trung vo th trng bn l m cng xy dng cho chin lc pht trin lu di l tp trung pht trin a dng ha. y l mt tm nhn rng trong xu hng pht trin ca Vit Nam hin nay. Nhn chung, ACB xy dng c chin lc cho s pht trin ca chnh mnh. Tuy nhin, nu ra c chin lc c th trong tng lnh vc, tng dch v th s l tin cho s pht trin. Hi vng rng, ACB s thc hin c cu Slogan ca mnh l: Ngn hng ca mi nh. Mai Linh Group - ngun gc to nn s khc bit

22/11/2010 03:17 PM

t c thnh cng trong kinh doanh cha phi l , iu m mi doanh nghip cn l duy tr v pht trin c thnh cng . Gp phn khng nh vo iu ny chnh l vic phi xy dng c nn vn ha doanh nghip mang nt c trng ca mnh. Vi Mai Linh, qua 15 nm xy dng, trng thnh v pht trin, bn cnh vn, chin lc kinh doanh th sc mnh ca vn ha doanh nghip bm su vo trong tng nhn vin, lm nn s khc bit gia Mai Linh vi i th cnh tranh. Vn ha l ti sn khng th thay th S khc bit c th hin ra nhng ti sn v hnh nh: s trung thnh ca nhn vin, bu khng kh lm vic nh mt i gia nh, s tin tng ca nhn vin vo cc quyt nh v chnh sch ca Ban lnh o, tinh thn ng i trong mi cng vic ca cn b nhn vin... Vi Mai Linh, vn ha doanh nghip mang li li th cnh tranh v cng quan trng. Ngay t khi mi thnh lp (1993), Mai Linh l doanh nghip u tin c ch tuyn dng u i dnh cho ngi lao ng xut thn t cc lc lng v trang xut ng, chuyn ngnh. iu ny cn c ghi r trong quy ch tuyn dng lao ng. Ngoi vic ch trng n cng tc hun luyn, nng cao nghip v thng xuyn o to mt i ng cn b, nhn vin chuyn nghip, Hi ng qun tr Mai Linh cn c nhiu ch i ng nh: bn xe tr gp, xy dng hng trm cn h vi gi u i, tng c phiu hu tr cho nhng cn b nhn vin c nhiu ng gp anh em yn tm lm vic lu di. ng H Huy, Ch tch HQT Mai Linh cho bit: Trong kinh doanh, nhiu khi nhng thng tin c ch cng gy nh hng n c nhn v hot ng ca cng ty. Nhng nh c mt tp th on kt, bit xy dng, gi gn v bo v li ch chung m cng ty Mai Linh chng ti vng mnh v pht trin nh ngy hm nay. Qu vy, thiu vn doanh nghip c th i vay, thiu nhn lc c th b sung thng qua con ng tuyn dng, thiu th trng c th tng bc m rng thm, cc i th cnh tranh c th bt chc v i mua tt c mi th hin hu nhng li khng th bt chc hay i mua c s cng hin, lng tn ty v trung thnh ca tng nhn vin trong doanh nghip. Khi , vn ha doanh nghip lm nn s khc bit v l mt li th cnh tranh. Chng ti lun coi con ngi l ti sn qu nht ca cng ty. Vic Mai Linh bn xe tr gp cho anh em, i ng h bng cc ch nh thng, cp hc ph o to, tr bng c phiu, chm lo gia nh h... u xut pht t ngh y, v suy cho cng doanh nghip i x tt vi nhn vin th h mi gn b, ht lng c mt Mai Linh ngy nay l b quyt gn gi, pht trin ngun nhn lc ca ng H Huy v Ban lnh o tp on Mai Linh, bi mt trong nhng iu kh nht ca cc doanh nghip hin nay l gi chn nhn ti ch cha hn l vn hay cng ngh. Hot ng t thin quan trng nh chnh hot ng kinh doanh Mt s khc bit na gp phn to nn thng hiu Mai Linh l vn ha v ngun vi cc chng trnh n n p ngha, ung nc nh ngun m doanh nghip to dng, duy tr trong nhiu nm qua. Chng trnh Thm li chin trng xa (in Bin Ph) nm 2004; chng trnh Tip la truyn thng - Vang mi khc qun hnh

nm 2006 cho hng ngn cu chin binh v thm li chin trng xa hay ti tr cho L hi Du Lch Sm Sn; xy dng nh tnh ngha, nh tnh thng; ng h ng bo cc vng b l lt, thin tai nh chng trnh La m v cc min qu ti tr hng nghn con tru, o m cho ng bo b nh hng t rt m, rt hi dp Tt Bnh T 2008; chng trnh ti tr hc bng cho hc sinh, sinh vin Tng s tin m Mai Linh dnh cho cc hot ng x hi t thin t hn hai mi t ng. Ni v nt vn ha c trng ny ca Mai Linh, ng H Huy by t: Ngay t ngy thnh lp, Mai Linh ch trng xy dng vn ho Mai Linh ung nc nh ngun, bi l cch chng ti tri n t tin, nhng ngi x thn v t nc Mai Linh c c hi pht trin nh hm nay. Xy dng v s dng vn ha ca mnh chnh l ngun gc to nn s khc bit v l con ng chin thng trn thng trng. Mai Linh khng ch xy dng nn vn ha doanh nghip thun tu m iu quan trng l bin nhng gi tr vn ha thnh li nhun, a vo trong nhn thc v nh mt phn gi tr ca mi nhn vin v i ng lnh o. Ngun: Trch dn bi vit ca T Phng ngy 15/07/2008 trn trang web http://www.mailinh.vn/Web/ContentDetails.aspx?distid=819&lang=vi-VN Bnh lun: Cch thc hot ng ny ca Mai Linh c tc dng thc y cho tp on thc hin c phng thc kinh doanh "ly con ngi lm trung tm". Ch khi ngi lao ng cm nhn c s quan tm, trn trng ca nhng ngi lnh o trong qu trnh lm vic th h mi pht huy ht nng lc, tn tm ht sc cho cng vic, c bit l trung thnh vi tp on mnh ang lm. Chnh iu nay lm cho nng lc pht trin sn phm v nng lc on kt hip ng tp th tr nn phn vinh, tng thm s gn b ca nhn vin vi tp on, nng cao hiu qu kinh doanh. Bn cnh , ti c bit cm thy rt cm kch trc vn ha v ngun ca tp on ny. Qua cc hot ng t thin Mai Linh va tri n t tin, gp phn lm m lng nhng cuc i bt hnh va nng cao hnh nh tp on trong lng ngi dn y l cch thc khng nh thng hiu tt nht. Ti nhn thy ngy nay khi la chn taxi th trong 10 khch c n 5 khch la chn taxi Mai Linh khng ch bi cch phc v khch thn thin m cn bi h trn trng nhng ng gp ca tp on ny cho x hi. Ngun gc to nn s khc bit l chin lc kinh doanh rt thnh cng ca tp on Mai Linh.

p on Acer vi chin lc a thng hiu

10/11/2010 11:54 AM

Nhm khng nh vng chc hn na tm vc ton cu ca mnh, Acer gii thiu mt chin lc pht trin mi cho bn thng hiu ni ting bao gm Acer, Gateway, Packard Bell v eMachines trong cuc hp bo din ra ti Budapest, Hungary. Trong chin lc a thng hiu ny, Acer s khai thc th mnh vn c ca tng thng hiu vi tng i tng khch hng mc tiu, nh duy tr c nt c th ring v c tnh ring ca mi thng hiu. Mc tiu t ra rt r rng: trnh s trng lp khi xy dng thng hiu v m bo s ng nht trong qu trnh truyn thng, ng thi duy tr nhng c tnh ring ca mi thng hiu v gia tng s lng ngi s dng. Vi chin lc ny, Acer xc nh r cc phn khc ngi s dng cng nh nm r

cc nhu cu c th v cc yu t tc ng n quyt nh chn sn phm da trn hai yu t cn bn: danh ting ang c ca thng hiu trn th trng v cc cng ngh c ng dng cho cc sn phm ca thng hiu . Thng hiu Acer, vn c nhn nhn l mt thng hiu khng ngng i mi, c v th vng chc i vi nhng ai yu thch cng ngh th h mi nht v cc sn phm lun c mt kp thi v ph hp vi nhu cu th trng. Cht lng ca cc sn phm mang thng hiu Acer c bit n nh Cng ngh gip n gin ho cuc sng ca ti. Trong khi , hai thng hiu Gateway v Packard Bell, lun ng ngha vi Phong Cch v Thi Trang, gn gi hn vi nhng ai xem my tnh nh mt ngi bn ng hnh trong cuc sng hng ngy v trong cc giao tip x hi, trao i thng tin v thng thc nhng tri nghim a phng tin. V cui cng l eMachines hng n nhng ai va mi lm quen vi th gii cng ngh v mong mun s hu mt chic my tnh tin li v hiu qu. V th trng phn b sn phm: Packard Bell s tp trung khu vc Chu u, Gateway s thng tin n th trng M, Nam M, Canada v c th trng Chu , trong bao gm c th trng Vit Nam y tim nng. Vic Acer nm quyn s hu cc thng hiu trn mang tnh chin lc v c mt kinh doanh v nh v thng hiu, ng Gianfranco Lanci, CEO kim Ch tch Tp on Acer khng nh. Acer, Gateway v Packard Bell s hu ba c tnh thng hiu ring bit vi mc tiu pht trin a dng ho cc loi sn phm ca thng hiu mnh. C ba tp on s phi hp cht ch vi nhau pht huy tt nht nhng kinh nghim, nng lc vn c ca mnh nhm mang n cho khch hng nhng sn phm cng ngh ph hp, p ng tt nht nhu cu ring ca mi ngi. Ngun: Cng ty CP Viva - http://vnexpress.net/GL/Kinh-doanh/Doanh-nghiepviet/2008/10/3BA07279/

Bnh lun: Tp on Acer c mt chin lc y to bo v n tng, y l mt s bt ph ngon mc trong chin lc kinh doanh, bt u bng vic khin c th gii kinh ngc khi mua li thng hiu ng th ba ti M Gateway v thng hiu my tnh gi reMachines. Vi bn thng hiu Acer, Gateway, Packard Bell v eMachines, cng ty p ng tt nhu cu ca mi phn khc th trng v mi i tng ngi tiu dng. Bng cch lin tc a ra cc sn phm mi vi mc gi cnh tranh, Acer thnh cng trong vic tip cn ngy cng nhiu khch hng cc phn khc khc nhau. Vi chin lc a thng hiu ca Acer s gip cho cc nh phn phi v ngi tiu dng c s la chn a dng cc sn phm cng ngh t tm trung n cao cp,thit k thi trang cng cht liu c o. Acer lun n lc mang n cho mi ngi mt cuc sng tt p hn nh cng ngh, ng vi tiu ch "Ph v nhng ngn cch gia con ngi v cng ngh" m Tp on Acer lun theo ui.

Vi trit l lng nghe thu hiu nhu cu cng ngh ca khch hng, tp on Acer khng ngng sng to ra nhng dng sn phm a dng khc nhau, hng n phc v nhiu i tng khch hng khc nhau, t chic my tnh bn v my tnh xch tay ph thng, thi trang phc v i tng gia nh, n chic my tnh xch tay mnh m v phong cch dnh cho gii doanh nhn, chic netbook song hnh cng hc sinh sinh vin hay nhng chic my tnh chi game gy ting vang trong gii game th. Nhng d phc v ai, c im ni bt ca sn phm Acer lun l thit k c o, nm bt nhng xu hng thi trang mi nht cng s t ph khng ngng v tnh nng tch hp cng ngh, tt c gi gn trong mt mc gi l tng nht cho tng i tng khch hng.

May Vit Tin vi chin lc kinh doanh ton din

10/11/2010 11:56 AM

Hi nhp kinh t th gii, nn kinh t ca Vit Nam s c nhiu thay i, s to nhiu c hi cng nh thch thc cho cc doanh nghip Vit Nam. V vy, doanh nghip no nng ng, linh hot v c kh nng tip cn nhanh s ng vng v pht trin, cn ngc li s nhanh chng b ph sn. Vi c th l mt Doanh nghip Nh nc c thnh lp t nm 1976, vi tin thn l mt nh my nh mang tn: Thi Bnh Dng K ngh Cng ty, thit b c k lc hu, lc u ch hn 100 lao ng, ch yu l may gia cng xut khu. Sau 30 nm xy dng v pht trin, di s n lc phn u khng ngng ca ton th CBCNV, n nay Cng ty may Vit Tin tr thnh mt doanh nghip tiu biu nht trong ngnh Dt may Vit Nam ang hot ng theo m hnh Cng ty m Cng ty con l: 21.600 ngi, trong s cn b cng nhn vin do Cng ty trc tip qun l v tr lng l 7.500 ngi.V th chin lc kinh doanh xy dng cho Tng Cng Ty khng n thun ch l ra chng trnh sn xut kinh doanh m cn cng c thm na thng hiu ca cng ty, mt trong nhng thng hiu xy dng hng u ca c nc. 1. Ngun nhn lc ng hnh vi thit b cng ngh cao Cch y 10 nm, t khi d bo Hip nh a si (MFA) s kt thc vo thi im u nm 2005, May Vit Tin chun b xy dng cho mnh mt chin lc kinh doanh ton din, lm nn tng cho qu trnh xa tin thng mi, m rng th trng ca cng ty hin nay. Trong nhng nm qua, ngoi vic kinh doanh, Vit Tin lun coi trng 3 yu t l ngun vn, con ngi v trang thit b, trong , con ngi l yu t quan trng nht. Vic xy dng ngun nhn lc nng ng trong cc lnh vc qun l iu hnh, qun l k thut, nghip v chuyn mn v o to i ng cng nhn lnh ngh lun c cng ty quan tm hng u. Trong 10 nm qua, Vit Tin tuyn dng hng trm sinh vin cc trng i hc, cao ng chuyn ngnh ngoi thng, qun tr kinh doanh, k thut may v phng ban v cc n v trc tip sn xut, to ra mt mi trng lm vic bi bn, mang tnh chuyn nghip. i vi cng nhn, cng ty c chin lc o to tp trung ngay ti xng sn xut hoc ti cc t d phng ca x nghip. Khng o to i tr trn sn phm m o to trn tng cm cng vic, nhm chuyn mn ha v tip thu c dy chuyn cng ngh mi. Ngoi vic tp trung cho ngun nhn lc, May Vit Tin lun u t i mi thit b v ci tin cng ngh. T nm 2001 n 2006, cng ty u t khong 10 triu USD ti u t trang thit b, nht l cc loi thit b chuyn dng nh h thng thit k mu rp, nhy size, h thng gic s , tri, ct t ng, mua hoc nhn chuyn giao cng ngh tin tin ca Hoa K, Nht Bn, Singapore... Nh , cng ty qun l c s liu trn tng cng on, xy dng h thng thi gian cho tng bc cng vic, phn cng lao ng, ghp bc cng vic mt cch hp l, gim thiu c thi gian sn xut, tit kim c chi ph, gp phn gim gi thnh sn phm v nng cao c sc cnh tranh trn th trng. 2. Nng cp thng hiu Hin nay, cc sn phm ca Vit Tin c xut khu vo cc th trng Hoa K, Nht Bn, EU, ASEAN Ngoi xut khu, cng ty cn xc nh th trng ni a l mt th trng y tim nng. V vy, cng ty xc tin u t, la chn knh phn phi mt cch hp l, a cc sn phm ca mnh n tay ngi tiu dng trong nc mt cch nhanh nht, ph hp vi th hiu, thu nhp,

mi trng v kh hu ca nc ta. Cng ty la chn mt chui cc ca hng phn phi sn phm rng khp c nc, vi 3 knh tiu th gm: xy dng cc ca hng c lp, m rng h thng i l hin nay v a cc sn phm ca mnh vo cc h thng siu th, thng x Tax, Trung tm Thi trang Zen Palaza... Vit Nam gia nhp WTO, vi Vit Tin, xy dng v bo v thng hiu l chuyn sng cn. Cc thng hiu nh: Vit Tin, Vee Sendy, T-up, Vie Laross c cng ty tin hnh ng k bo v thng hiu ca mnh ti cc th trng tim nng nh Hoa K, Canada thng qua mt cng ty xc tin thng mi pht trin ca Nht Bn. Cng ty cng tin hnh xy dng thng hiu ca mnh ti 6 nc trong khi ASEAN l Singapore, Thi Lan, Philippines, Indonesia, Malaysia, Brunei, ng thi, tip tc ng k thng hiu ca mnh ti cc nc chu u v s kt hp vi Hi Lut gia H Ni y mnh hot ng chng hng gian, hng gi, lm mt uy tn thng hiu ca mnh. Ngun:http://www.viettien.com.vn/modules.php?name=News&op=detailsnews&mid=755&mcid=277 Bnh lun: Hin nay ngnh may Vit Nam ang ng trc kh khn v thch thc rt ln, trong c May Vit Tin. Nguyn vt liu phc v cho sn xut ca cng ty ch yu c nhp t nc ngoi. Do , cng ty c th s gp phi ri ro khi gi nguyn vt liu trn th gii c nhng bin ng bt thng, dn n vic tng gi nguyn vt liu u vo. Yu t tc ng mnh nht ti ri ro v th trng chnh l s thay i th hiu ca ngi tiu dng. S thay i ny buc cng ty phi c nhng nghin cu kp thi thay i sn phm, tm hiu, thm nhp th trng mi, phi i mt vi nhng kh khn mi trn th trng, vi cc i th cnh tranh. Tm l snh ngoi, ham r v nh kin "ch" hng Vit Nam ngho nn v mu m ca nhiu ngi tiu dng trong nc l mt trong nhng ro cn ln khin hng dt may gp kh ngay trn sn nh. Nhng c l, Vit Tin v ang l mt trng hp khc bit. Nh s am hiu th trng, nm bt tt nhu cu v c im tm l mua sm cng nh "hu bao" ca ngi tiu dng, Vit Tin phn chia cc i tng khch hng thnh nhiu phn khc, trong c bit tin mnh vo nhu cu bnh dn, p ng cao nhu cu mua sm cho mi la tui, mi ngi dn. Vic quan tm u t vo th trng ni a mang li cho doanh nghip hiu qu kinh t cao. Vi mt chin lc cnh tranh hp l, ly cht lng sn phm l tiu ch cnh tranh hng u, Vit Tin to nn thng hiu thi trang chim lnh th trng ni a. T thng hiu ct li Vit Tin, chin lc ca Cng ty chnh l lin kt, m rng pht trin thm nhiu nhn hiu thi trang mi. n nm 2008, Vit Tin to bc t ph mi lin kt, mua bn quyn thng hiu sn xut, kinh doanh 2 thng hiu thi trang cao cp ca l San Sciaro v Mahattan ca M. y l nhng sn phm phn khc cp cao, sang trng dnh cho doanh nhn, nh qun l, ngi thnh t, snh iu.Tuy thm nhp su hn vi i tng khch hng bnh dn, nhng Vit Tin lun khng nh vic ly cht lng sn phm l tiu ch cnh tranh hng u. Vit Tin ch cung cp nhng mu qun o c cht lng vi c kim nghim, cam kt khng c cht gy kch ng da. Lun lun ci tin mu m sn phm, a dng mu sc qun o. Nh , cc sn phm thi trang Vit Tin vt qua c nh kin "ch" hng Vit Nam.Vi chnh sch coi khch hng lm trng tm, cng cc chin lc cnh tranh ph hp, sn phm may Vit Tin khng ch tng bc "nh bt" thng hiu ngoi, ginh c nim tin ca khch hng ni a m cn tin xa ra th trng thi trang quc t.

Chin lc kinh doanh ca Vinamilk

01/12/2010 03:25 PM

Danh mc sn phm ca Vinamilk bao gm: sn phm ch lc l sa nc v sa bt; sn phm c gi tr cng thm nh sa c, yoghurt n v yoghurt ung, kem v ph mt. Vinamilk cung cp cho th trng mt nhng danh mc cc sn phm, hng v v qui cch bao b c nhiu la chn nht.

Theo Euromonitor, Vinamilk l nh sn xut sa hng u ti Vit Nam trong 3 nm kt thc ngy 31 thng 12 nm 2007. T khi bt u i vo hot ng nm

1976, Cng ty xy dng h thng phn phi rng nht ti Vit Nam v lm n by gii thiu cc sn phm mi nh nc p, sa u nnh, nc ung ng chai v caf cho th trng. Phn ln sn phm ca Cng ty cung cp cho th trng di thng hiu Vinamilk, thng hiu ny c bnh chn l mt Thng hiu Ni ting v l mt trong nhm 100 thng hiu mnh nht do B Cng Thng bnh chn nm 2006. Vinamilk cng c bnh chn trong nhm Top 10 Hng Vit Nam cht lng cao t nm 1995 n nm 2007. Hin ti Cng ty tp trung cc hot ng kinh doanh vo th trng ang tng trng mnh ti Vit Nam m theo Euromonitor l tng trng bnh qun 7.85% t nm 1997 n 2007. a phn sn phm c sn xut ti chn nh my vi tng cng sut khong 570.406 tn sa mi nm. Cng ty s hu mt mng li phn phi rng ln trn c nc, l iu kin thun li chng ti a sn phm n s lng ln ngi tiu dng trong c nc v c bit l a sn phm n c vi mi thnh phn dn c. . Sn phm Cng ty ch yu c tiu th ti th trng Vit Nam v cng xut khu sang cc th trng nc ngoi nh c, Campuchia, Irc, Philipines v M. Tm nhn Vinamilk s tp trung mi ngun lc tr thnh cng ty sa v thc phm c li cho sc khe vi mc tng trng nhanh v bn vng nht ti th trng Vit Nam bng chin lc xy dng cc dng sn phm c li th cnh tranh trong di hn vt hn hn cc i th cnh tranh ang ngy cng gia tng nhanh. S mnh Vinamilk khng ngng a dng ha cc dng sn phm, m rng lnh th phn phi nhm duy tr v tr dn u bn vng trn th trng ni a v ti a ha li ch ca c ng Cng ty. Trit l kinh doanh Vinamilk mong mun tr thnh sn phm c yu thch nht mi khu vc, lnh th. V th chng ti tm nim rng cht lng v sng to l ngi bn ng hnh ca Vinamilk. Vinamilk xem khch hng l trung tm v cam kt p ng mi nhu cu ca khch hng. Chnh sch cht lng Lun tha mn v c trch nhim vi khch hng bng cch a dng ha sn phm v dch v, m bo cht lng, an ton v sinh thc phm vi gi c cnh tranh, tn trng o c kinh doanh v tun theo lut nh. Chin lc pht trin Mc tiu ca Cng ty l ti a ha gi tr ca c ng v theo ui chin lc pht trin kinh doanh bn vng, hot ng c hiu qu lu di ch yu da vo nhng yu t ch lc v cng quan trng nh sau: M rng th phn ti cc th trng hin ti v tm kim, thm nhp cc th trng mi c tim nng. Pht trin ton din danh mc sn phm sa nhm hng ti mt lc lng tiu th rng ln ng v thi phi m rng sang cc sn phm khc c gi tr cng thm c c t sut li nhun ln hn Pht trin cc dng sn phm mi nhm tha mn nhiu th hiu ca nhiu i tng tiu dng khc nhau Xy dng thng hiu ngy cng ln mnh tn t c trn th trng ngy

cng cnh tranh gay gt. Tip tc nng cao qun l h thng phn phi, v cung cp nhng sn phm c cht lng tt nht. Pht trin ngun nguyn liu m bo ngun cung sa ti n nh v tin cy. (Theo Vinamilk.com) Ngy 11/8/2010 Ngun: http://www.dnthanam.com/?ls=newd&ty=7&id=U9 BNH LUN: Theo quan im c nhn ti, cng ty Vinamilk l mt cng ty sa hng u ca Vit Nam, vi trit l kinh doanh ca cng ty la tr thnh sn phm dc yu thch nht th doanh nghip ny phn no t c mc tiu ca mnh. C th ni Vinamilk la mt trong nhng cng ty i u v hot ng x hi vi hng lot cc chng trnh ng h ngi ngho nh chng trnh thnh lp qu hc bng m mm ti nng tr, chng trnh ny ghi m hnh nh ca Vinamlk trong lng ngi tiu dng Vit Nam. Vi hot ng ny, Vinamilk v ang tch cc thc hin rng khp trn c nc vi mong mun ng gp thit thc cho cng ng v hu ch v mc tiu Sc kho v Tr tu cho nhng th h tng lai ca t nc. xy dng mt th h tng lai khng thua km vi bn b trong khu vc m cn c vi bn b th gii, v mt Vit Nam vn cao. Thng qua hot ng t thin x hi ny, Vinamilk cng ng thi cho ngi tiu dng thy c tm nhn chin lc ca cng ty trong thng ip tu thin ny.