TRNG I HC NGOI THNG Khoa Kinh t v Kinh doanh quc t

Tiu lun MARKETING QUC T

ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca

SINH VIN THC HIN: Nhm 8 Lp MKT401(2-1112).2_LT i hc Ngoi thng, H Ni

GING VIN HNG DN: ThS. Trn Hi Ly Ging vin mn Marketing quc t Khoa Kinh t &Kinh doanh quc t i hc Ngoi thng, H Ni

 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 2

MC LC
BN PHN CNG NHIM V V NH GI CC THNH VIN.....44

Nhm 8 Lp MKT401(2-1112).2_LT

 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 3

LI NI U
Trn th trng kinh t hin nay, mt cng ty khng nht thit phi theo ui cc c hi tt nht m c th thay vo l to dng kh nng pht trin li th cnh tranh bng cch phn tch cc danh mc u t ca cng ty mnh. Trong bi cnh ton cu ha hin nay, vic m ca, giao lu kinh t - vn ha vi cc nc l iu khng th trnh khi v ri ro trn thng trng i vi cc doanh nghip cng khng nh. V vy phn tch cc s gip cc doanh nghip cn - o - ong - m mt cch chnh xc trc khi quyt nh thm nhp th trng quc t. Phng php phn tch danh mc hot ng ca Mc.Kinsey GE l phng php xy dng ma trn Mc.Kinsey GE nhm phn tch danh mc kinh doanh ca cng ty theo cc n v chin lc (SBUs- Strategic Business Units) ca cng ty . Trong , mt danh mc u t tp hp ca cc SBUs ti u l iu kin hon ho cc cng ty cng c sc mnh cng nh khai thc ti a th trng ni chung v a ra nhng quyt nh marketing ni ring. Ma trn Mc. Kinsey cung cp mt cng c phn tch chin lc, r sot v nh gi v tr, nh hng ca mt cng ty hay ca mt n kinh doanh. hiu r c ni dung v cch thc lp k hoch marketing da vo ma trn Mc. Kinsey nhm chng em i su tp trung phn tch nhng ni dung c bn ca ma trn Mc. Kinsey v p dng vo thc t vi trng hp ca cng ty Google. Do thi gian c hn v ngun ti liu tham kho kh hn ch do ti kh nn bi nghin cu ca nhm cn nhiu thiu st, knh mong c gio thng cm v gp ti ca chng em c th hon thin hn. Chng em xin chn thnh cm n c! H Ni, ngy 01/ 05/ 2012 Nhm sinh vin

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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 4

CHNG I TNG QUAN V MA TRN MC. KINSEY

Hai ma trn ph bin phn tch, nh gi (dng) sn phm ph bin trong cc chin lc Marketing l BCG v MC. Kinsey. Tuy nhin trong khun kh ca bi tiu lun, nhm tp trung ch yu v ma trn MC. Kinsey (Ma trn GE).

1. Gii thiu chung:

General Electric (GE) ging mt phn ma trn BCG, nhng khng ging v hinh thc. GE a nghi cng ty t vn cua ho, Mc.Kinsey & Company, to ra mt m hnh tt hn v ph hp vi nhu cu ca GE. Kt qua la Ma trn GE 3x3 a ra i (thng c goi la Ma trn Mc.Kinsey, Ma trn li th kinh doanh, hoc la Ma trn 9 ) Ma trn Mc.Kinsey/GE c phat trin bi Mc.Kinsey va cng ty General Electric, trong bi canh tim ra mt giai phap kinh doanh tt hn, phu hp vi Cty GE trong nhng nm 1970.

2. S khac bit so vi ma trn BCG:

Nh a gii thiu, ma trn GE c phat trin da trn nn cua ma trn BCG (khc phuc nhng tr ngai, han ch cua BCG la chi da vai 2 yu t thi phn tng i va tc tng trng cua nganh anh gia hoat ng cua n vi kinh doanh gy ra nhng sai lch, chi co tinh cht tng i trong mt thi im nht inh), chinh vi vy, ma trn GE co nhng khac bit c ban sau:
-

Phat trin thanh 9 , thay vi 4 nh BCG anh gia 2 tiu chun tinh hp dn cua th trng va vi th canh tranh cua doanh

nghip da vao nhng yu t cu th. T o, cho ta cai nhin tng quan, toan din hn v ca nhn t bn ngoai va bn trong doanh nghip.
-

anh gia cac SBU da theo trong s cho ta thy c: trong mt th trng, mt

nhn t nao o se quan trong hn cac nhn t khac.

3. Muc ich cua vic thanh lp ma trn Mc.Kinsey:

Giup nha quan ly co cai nhin thu sut v th manh cua cac san phm cua minh.

Nhm 8 Lp MKT401(2-1112).2_LT

 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 5

-

Nhn bit kha nng sinh li cung nh vic s dung lng tin mt cua mi n vi kinh doanh a ra inh hng cn bng dong chay tin mt.

Mi n vi kinh doanh co nhng c trng ring ra nhng hng phat trin phu hp vi mi SBU: Tng thi phn, gi, thu hoach, t bo hoc la u t vao linh vc kinh doanh mi, ..

4. Quy trnh s dng Ma trn Mc.Kinsey:

Quy trnh dng ma trn MC. Kinsey nh gi chin lc Marketing cho 1 sn phm, tri qua 2 bc: Bc 1: xac inh cac thanh phn cu tao c ban trong ma trn GE.

Truc tung Biu thi sc hp dn cua th trng

SBU- n vi kinh doanh

Truc hoanh Biu thi vi th canh tranh cua doanh nghip

Trong ma trn GE:

-

Truc X c coi la sc manh kinh doanh vi tri canh tranh. No khng chi biu hin thi phn tng i nh trong ma trn BCG, ma con bao gm s phn tich cac ngun lc va tim lc ni b ma cac nha quan ly tin la quan trong dn n thanh cng trong hoat ng kinh doanh nay.

Truc Y c inh nghia la tinh hp dn cua nganh, mt ln na cung cp s phn tich rng hn tc tng trng cng nghip cua BCG.

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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 6 Cung nh ma trn BCG, s vong tron trn ma trn GE tng ng vi s n vi kinh doanh, tuy nhin, ngoai kich c vong tron tng ng vi quy m cua SBU so vi nganh thi goc phn t m la phn tng ng vi thi phn c nm gi bi n vi kinh doanh o. Bc 2: anh gia cac SBU da vao 2 tiu chi l Tinh hp dn cua th trng va Vi th canh tranh cua doanh nghip. a. Tinh hp dn cua nganh: gm 4 bc
-

Xac inh cc yu t th hin tnh hp dn ca th trng: Qui m, tc tng trng, kh nng sinh li, yu cu v vn, tnh cnh tranh

Xac inh trong s cho mi yu t: theo anh gia cua cng ty v mc quan trong. (Lu y: Tng cac trong s phai bng 1)

anh gia tinh hp dn cua th trng theo cac yu t a inh: Cao nht : 5 im Thp nht : 1 im

Tinh tng im (theo trong s): Cao nht : 5 im

Trung binh : 3 im Thp nht : 1 im

b. Vi th canh tranh cua doanh nghip: tng t nh trn, ta cung co 4 bc:

-

inh ra cc yu t xac inh vi th canh tranh ca doanh nghip: th phn, cng ngh, chi ph, gi c, cht lng sn phm.

Xac inh trong s cho mi yu t: theo anh gia cua cng ty v mc quan trong Tng cac trong s phai bng 1.

anh gia vi th canh tranh ca doanh nghip theo cac yu t a inh: Cao nht : 5 im Thp nht : 1 im

Tinh tng im (theo trong s):

Nhm 8 Lp MKT401(2-1112).2_LT

 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 7 Cao nht : 5 im

Trung binh : 3 im Thp nht : 1 im

Bc 3: inh hng va xac inh cac chin lc kinh doanh phu hp cho tng SBU cu th trong tng trn ma trn GE.
-

Ba goc di bn phai cua ma trn c anh gia la nhng ngi thua cuc: cac n vi kinh doanh nay co vi tri canh tranh yu/ tinh hp dn cua nganh thp, vi tri canh tranh yu / tinh hp dn cua nganh TB, vi tri canh tranh TB/ tinh hp dn cua nganh thp . Cac nay c t mau o bao hiu ngng u t.

Ba phia goc trai phia trn cua ma trn c m ta nh nhng ngi chin thng: cac n vi kinh doanh nay c anh gia la co vi tri canh tranh manh / s thu hut cua nganh cao, co vi tri canh tranh manh / s thu hut cua nganh TB, co vi tri canh tranh TB/ s thu hut cua nganh cao. Cac nay thng c t mau xanh tin ln, u t va phat trin cac n vi kinh doanh nay.

Ba cui cung theo ng cheo ma trn c anh gia nh nhng du hoi: Cac nay c t mau vang thn trong trong cac quyt inh chin lc v cac n vi kinh doanh nay. Trong o, cac SBU li nhun cao ( Nha san xut co li) se vt kit cac dong tin mt h tr cho nhng SBU chin thng va nhng du hoi nao co tim nng tr thanh Ngi chin thng.

Phn tich ra chin lc cho cac trong Ma trn GE:

Cc khu vc trong ma trn GE

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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 8 Cc I, II, IV: tng trng v xy dng. Cc SBU nm trn cc ny c c hi pht trin, cng ty nn tp trung ngun lc vo cc SBU ny, thch hp nht cho cc b phn ny l cc chin lc tng trng v chin lc hng ngoai. Cc III, V, VII: chim gi v duy tr. Cc SBU cn cn thn khi ra quyt nh u t tng trng, thu hp, hoc rt lui khi ngnh nn s dng chin lc thm nhp th trng v pht trin SP.

Cc VI, VIII, IX: thu hoch v thanh ly. cc SBU ny yu v v th cnh tranh v ngnh kinh doanh khng hp dn nn tp trung cho chin lc thu hoch v loi b v vy cn xem xet n chin lc thu hep hay chin lc t bo bt hoat ng,

Trinh bay 9 mu chin lc chun c rut ra t ma trn GE: V TR CNH TRANH MNH u t tng trng Duy tr TRUNG BNH u th Thu hoch hn ch TRUNG BNH Chn lc u t tng trng M rng c chn lc YU Bo v /tp trung li. u t c chn lc M rng c chn lc hay loi b Gim u t n mc ti thiu s thua l

HP DN CA TH

CAO

TRNG THP

Thu hoch ton din

9 mu chin lc trn c chia ra thanh 3 nhom chin lc chinh:

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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 9

NHOM CHIN LC TN CNG 1. Tn cng mnh m 2. Tn cng sn (lnh vc) 3. Tn cng duy tr NHOM CHIN LC PHONG TH U T 4. u t chn lc 5. M rng 6. Khai thac hn ch NHOM CHIN LC RUT LUI 7. Khai thac & loi b 8. Thu hp dn 9. Rut lui ngay

5. u, nhc im ca ma trn Mc. Kinsey:

Ma trn MC. Kinsey c tnh chnh xc cao hn v c nh gi trn nhiu tiu ch nh hng lin quan n doanh nghip v ngnh kinh doanh. V cc tiu ch cng kh linh hot, ty theo ngnh ngh kinh doanh cng nh ty tng sn phm c th, m cc nh qun tr, Marketer c th a ra cc yu t nh hng khc nhau vi im s v trng s khc nhau Tuy nhin, cng chnh u im l hn ch ca ma trn. V vic xc nh trng s v im s ca cc yu t l ch quan ca ngi nh gi. V th ranh gii ca vic cao, bng hay thp hn 3 l mong manh. Ngha l vic nh gi sn phm, hay SBU l khng tht chnh xc - vic tnh im sai c th a sn phm t v tr c kh nng cnh tranh cao trn th trng (km theo l chin lc Marekting cho ngi dn u th trng- Market Leader) thnh kh nng cnh tranh km (km theo chin lc Marketing cho ngi theo sau - Follower).

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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 10

6. Phn bit ma trn MC. Kinsey trong qun tr chin lc v trong Marketing:
V c bn, cc yu t cng nh cch tnh im, trng s ca cc yu t trong 2 mn hc l ging nhau. Tuy nhin c vi im khc nhau c bn l: + Trong qun tr chin lc, MC. Kinsey c p dng cho tt c cc SBU- mang tm rng v bao ph doanh nghip v tt c cc mng ti chnh, Marketing.v.v nhng MC. Kinsey trong Marketing ch trng nhiu n sn phm. + Bn thn Marketing ch l mt b phn ca doanh nghip. V th, MC. Kinsey trong qun tr chin lc, cc chin lc ra lun bao hm c chin lc Marketing.

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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 11

CHNG II VN DNG MA TRN MC. KINSEY VO CC SN PHM CHNH CA GOOGLE.

1. Tng quan v Google: Google cng c tm kim hng u th gii hnh thnh t mt cng trnh nghin cu ca Larry page v Sergey Brin hai nghin cu sinh ca trng i hc Standford. u tin, n c gi l BackRub (Gi lng) bi y l mt h thng dng cc lin kt n c tnh tm quan trng ca trang. Ngy 15/9/1997, tn min www.google.com c ng k, sau l s thnh lp cng ty Google Inc. Sn phm chnh ca cng ty chnh l cng c tm kim Google, c nhiu ngi nh gi l cng c tm kim hu ch v mnh m nht trn Internet. Ci tn "Google" l mt li chi ch ca t googol bng 10100. Google chn tn ny th hin s mnh ca cng ty sp xp s lng thng tin khng l trn mng. Googleplex, tn ca tr s Google, c ngha l 10googol. Mc d th trng ban u l th trng web nhng sau Google bt u th nghim mt s th trng khc, v d nh pht thanh hoc xut bn. Thu nhp ca Google trong qu 1 nm 2012 t mc 2,89 t USD, tng ng 8,75 USD/c phiu, mt con s m Gim c iu hnh Larry Page gi l mt qu "tuyt vi". Ngy nay, sau 15 nm Google pht trin thnh mt trong nhng cng ty ln c tm nh hng mnh m nht th gii. iu g to nn s thnh cng ca Google? iu g bin Google t mt tng lin kt a ch website thun ty thnh mt thng hiu quy t c rt nhiu sn phm t gi? V th ca Google so vi cc i th cnh tranh trn th trng nh th no? Tt c nhng cu hi ny s c gii p thng qua vic phn tch thng hiu Google bng ma trn Mc.Kinsey thy c mt cch r nt im mnh, im yu. Cng t nhng phn tch ny, chng ta c th thy c nhng danh mc u t s ha hn em li li nhun cao cho cng ty Google trong tng lai.

2. Cc sn phm ca ch lc ca Google:
2.1. Cng c tm kim: (Search Engine) 2.1.1. Gii thiu chung v sn phm Bt u chnh thc hot ng vo nm 1998, Google khi u l mt cng c tm kim v cho n nay tham gia vo hu ht mi hot ng kinh doanh nh thnh cng n mc kh tin
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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 12 vi hng t m g khng l ny thu c. Tuy nhin, cng c tm kim vn l sn phm ct li ca Google. 2.1.2. Tnh hp dn ca th trng

a. Qui m th trng: Th trng cng c tm kim l mt th trng m y tnh cnh tranh, ni mi ngi ch cn nhp chut l c th truy cp thng tin. (theo Patrick Pichette, Gim c ti chnh ca Google). Nhng nh cung cp chnh trn th trng ny l Yahoo, Microsoft Bing, MSN Live Search, Ask v AOL Bc M, Yandex Nga, Baidu Trung Quc, Naver Hn Quc. b. Tc tng trng ca th trng: Th trng cng c tm kim c tc tng trng khong 10% nm 2010 v mc hp dn ca th trng ny s cn tng hn na trong nhng nm tip theo. c. Kh nng sinh li: Vi nhu cu tm kim thng tin ang tng mt cch chng mt ca con ngi, th trng ny , ang v s mang li ngy cng nhiu li nhun cho cc doanh nghip hn na. Ta c th xem xt trng hp ca mt s cng ty sau: Google cng b doanh thu ca Hng dch v tm kim hng mnh ny t 10.65 t USD trong qu 1/2012. Cng thi im ny nm ngoi, mc doanh thu ca Google l 8.58 t. Con s cho thy hng dch v Tm kim trc tuyn c t l tng trng 24%. Qung co chim phn ln thu nhp ca Google vi con s 10.225 t.

Biu Doanh thu Google t qu 1/2010 n qu 1/2012

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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 13 Tuy nhin, vn c nhng trng hp thua l, l Microsoft. CNN tnh ra rng cng ty thua l tng cng 9 t USD t khi Microsoft bt u cng b s liu ti chnh ca mnh t nm 2007.

Trong tng s tin thua l ny ca Microsoft, mt mnh Bing hch ton ln n 5.5 t USD k t khi c a ra vo thng 6/2009 vi t l trung bnh l mt 1 t USD/qu (theo CNN). d. Tnh cnh tranh ca th trng. So vi cc th trng khc, th trng cng c tm kim l mt th trng m, y tnh cnh tranh v khng ngng pht trin. V vy, n vn ang c sc ht v cng to ln v c bit i vi cc doanh nghip. 2.1.3. a. Th phn: Th phn trong cng c tm kim ca Google lun c xp hng cao nht trong cc search engine ph bin. i th cnh tranh chnh ca cng c tm kim ny l Yahoo v Microsoft Bing Ngy 11 thng 4 nm 2012, comScore - Cng ty dn u th gii v o lng trc tuyn, ban hnh ch s phn tch comScore qSearch thng 3 v th trng tm kim M v Google dn u th trng tm kim M thng 3 vi th phn 66.4%, tip theo l Bing ca Microsoft vi 15,3% v Yahoo vi 13.7%. Ask Network chim 3%, tip theo l AOL, Inc vi 1,6%. V th cnh tranh ca doanh nghip:

Nhm 8 Lp MKT401(2-1112).2_LT

 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 14 comScore Explicit Core Search Share Report* March 2012 vs. February 2012 Total U.S. Home & Work Locations Source: comScore qSearch Core Search Entity Explicit Core Search Share (%) Feb-12 Mar-12 Point Change Total Explicit Core Search 100.0% 100.0% N/A Google Sites Microsoft Sites Yahoo! Sites Ask Network AOL, Inc. 66.4% 15.3% 13.8% 3.0% 1.5% 66.4% 15.3% 13.7% 3.0% 1.6% 0.0 0.0 -0.1 0.0 0.1

18,4 t lt tm kim thc c tin hnh thng 3, trong Google chim v tr u vi 12.2 t (tng 4 % so vi thng 2/2012), Bing ca Microsoft xp th 2 vi 2,8 t (tng 5%), tip sau l Yahoo vi 2.5 t (tng 4%), Ask Network vi 555 triu lt (tng 4%) v AOL, Inc vi 285 triu lt (tng 7%). comScore Explicit Core Search Query Report March 2012 vs. February 2012 Total U.S. Home & Work Locations Core Search Entity Source: comScore qSearch Explicit Core Search Queries (MM) Feb-12 17,588 Mar-12 18,358 Percent Change 4%

Total Explicit Core Search

Google Sites 11,673 12,187 4% Microsoft Sites 2,684 2,808 5% Yahoo! Sites 2,430 2,523 4% Ask Network 535 555 4% AOL, Inc. 266 285 7% Trong thng 3/2012, 68.6 % cc tm kim c thc hin t Google, trong khi 25.9% cc tm kim c thc hin bi Bing (so vi 26.2% vo thng 2). nhng ni khc nh Chu u hay ti Vit Nam, s cch bit v th phn cn ln hn, Google chim hn 90% th phn ti nhng ni ny, trong khi c Bing v Yahoo ch chim khong 6 8%. b. Cng ngh

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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 15 * Google c a phng ha (localized) a ra nhng kt qu c tnh a phng cao hn. im d nhn thy nht ca Google l kh nng xc nh a l nh phn tch IP. Mi khi ngi dng internet g vo trnh duyt a ch Google.com, Google s t ng chuyn tn min sang ng quc gia qun l IP ca ngi dng. Mt im thc s ng n ca Google l kh nng bin dch cc t, cm t vit tt. V d, ti Google.com.vn, khi g t kha hcm, kt qu t ng a v cc trang c t kha thnh ph HCM v thnh ph H Ch Minh. * Page Rank Cng c tm kim Google mang n cho ngi s dng kt qu tm kim chnh xc nht, khch quan nht v hu ch nht thng qua thut ton PageRank ca hng. Khi bn tm mt thng tin bt k, kt qu tr v c xp theo th t u tin nh th no, chnh l nh vo thut ton PageRank. C th hiu n gin PageRank l vic nh gi v xp hng cc trang web. Chnh v vy nn cc kt qu c Google u tin tr v trc hn thng ng tin cy v c uy tn hn gip ngi dng yn tm hn trong vic tm kim thng tin. * Search Plus Your World Mi y, Google cng b mt tnh nng mi trong cng c tm kim ca mnh: Google Search Plus Your World. ng nh tn gi ca mnh, Search Plus Your World l vic b sung cc kt qu t nhng mi quan h c nhn ca ngi s dng vo trang kt qu tm kim trn Google m c th y l cc ni dung chia s t Google +. y l mt bc tin ca Google trn ng khng nh v tr hng u trong vic tm kim trn Internet. Thc ra Google ang m thm tng tn sut xut hin ca Google+ trong cuc sng ca chng ta. * Cng ngh khng ngng c nng cp v ci thin: T The Wall Street Journal thng 3 mi y cng ng ti thng tin cho bit Google ang chun b cho mt t nng cp quan trng cng c tm kim, ha hn s c thay i ln v cch thc tm kim v tr li thng tin cho ngi dng. Trong vng vi thng ti, Google s bt u s dng thut ton tm theo ng ngha phn tch t v cm t, qua hiu r hn mun ca ngi dng tr v nhng kt qu ph hp. c. Gi c: Cng c tm kim Google c s dng min ph hon ton. d. Cht lng sn phm: Vic Google lun gi v tr thng tr trong cc cng c tm kim khng phi l ngu nhin, c c iu ny l nh s cht lng ca Google Search Engine, Google c giao din n gin, rt d dng v thun li ngi dng thao tc s dng. Hn na, kt qu tm kim ca Google
Nhm 8 Lp MKT401(2-1112).2_LT

 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 16 rt ng tin cy v c nh gi 1 cch khch quan qua thut ton Page Rank. ng thi, trong sut nhng nm qua, Google khng ngng nghin cu nng cp v ci thin cng c tm kim. 2.2. YouTube: 2.2.1. Gii thiu chung v sn phm YouTube c thnh lp vo thng 2 nm 2005 bi 3 nhn vin c ca Paypal vi mc tiu l cung cp mt cng thng tin min ph m ngi dng c th ti ln cc on video khc nhau, bao gm nhng on phim, on chng trnh TV, v video nhc Mt nm sau , tc l nm 2006, pht hin ra tim nng to ln ca cng thng tin ny, Google mua li YouTube vi gi 1,65 t USD bng c phiu Google v tr thnh mt trong nhng sn phm thnh cng nht ca Google hin nay. 2.2.2. Tnh hp dn ca th trng

a. Qui m th trng: Trc nm 2005, c rt t phng php d dng cho ngi dng my tnh thng thng ti ln nhng on video trc tuyn. Hin nay trn th trng cung cp cc cng thng tin ti video ln mng, xut hin nhiu trang web cho php ti cc video ln mng nh: youku, Facebook, Vimeo, Dailymotion, Google, Megavideo, Metacafe, Break, LiveLeak, Veoh, StupidVideos, Photobucket, .. b. Kh nng sinh li: Doanh thu ch yu t cc trang web chia s video trc tuyn ny ch yu mang li t vic qung co. V d nh trng hp ca Youtube: Trong nhng nm u tin, Youtube khng h sinh li do vic ng ti cc video clip l min ph, nhng nhng nm gn y, doanh thu t qung co mang li cho Google li nhun rt cao (theo Froosh, hipmojo.com). Trang ch qung co: $175.000/ngy x 30 ngy/thng =$5.250.000 doanh thu: 1 qung co ca mi video $0.5 n $2 x 100.000.000 c khong 50.000 n 200.000/ngy tc l khong 7.5 triu USD doanh thu trong mi thng. b. Yu cu v vn: Kinh ph ti thiu gia nhp th trng khong 11,5 triu USD vo nm 2005 i vi trng hp ca YouTube v 9271 $ vi trng hp ca Dailymotion cng vo nm 2005. c. Tnh cnh tranh ca th trng:
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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 17 So vi cc loi hnh dch v online khc, y l mt th trng pht trin trong nhng nm gn y. L do bi v nhu cu ca th trng ny ngy cng tng: khi x hi cng hin i, Internet quen thuc vi mi ngi, nhu cu thng tin v gii tr ngy cng ln th nhu cu xem cc clip v vn ha, gii tr.. nhiu mt khc trn Internet cng tng ln r rt. 2.2.3. a. Th phn: Theo biu di y, trong thng 10/2011, YouTube cung cp gn nh chim 44% ca 201 t video c xem trn ton cu, gn 20 ln th phn ca Youku (Trung Quc) v tr th hai vi 2,3%, theo sau phi k n VEVO, Facebook, Dwango. YouTube c th phn nhiu hn th phn ca hn 100 trang web chia s video hng u trn th gii cng li. V th cnh tranh ca doanh nghip:

YouTube thc s c sc mnh cc k ln. Theo thng k ca comScore vo thng 10 nm 2011 mi y, Youtube cung cp 88,3 t video trn ton cu vo thng 10, trong c 76% lt ngi truy cp l t cc nc khc khng phi M nn c th ni Youtube c sc mnh trn ton cu.

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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 18 b. Cng ngh Bng giao din n gin, YouTube khin cho bt c ai cng c th gi ln mt on video m mi ngi trn th gii c th xem c trong vng vi pht, ch vi mt kt ni Internet. Cc ch vi lnh vc a dng m YouTube bao trm khin cho vic chia s video tr thnh mt trong nhng phn quan trng nht ca vic trao i trn Internet. c bit, cng ngh ca YouTube lun c nng cp v ci thin. * Phn mm h tr: Lc u, xem video YouTube trn mt my tnh c nhn i hi phi c Adobe Flash Player plug-in c ci t trn trnh duyt. n thng 1/ 2010, YouTube ra mt phin bn th nghim ca trang web c s dng c xy dng trong kh nng a phng tin ca cc trnh duyt web h tr cc chun HTML5, cho php cc video c xem m khng yu cu ci t Adobe Flash Player hay bt k plug-in no. * ng ti video clip: Trong nm 2005, YouTube gii hn thi gian ti a ca video l 10 pht, v c tng ln n 15 pht trong thng 7/ 2010. Kch thc tp tin c gii hn 2 GB cho ti ln t trang web YouTube, v 20 GB nu ln c cp nht phin bn trnh duyt c s dng. YouTube chp nhn video ti ln trong hu ht cc nh dng v h tr 3GP, cho php cc on video c ti ln t in thoi di ng. * Cht lng video v cc b codec YouTube nh dng cc on video c sn theo mt lot cc mc cht lng. Tn c ca tiu chun cht lng (SQ), cht lng cao (HQ) v nt cao (HD) c thay th bng gi tr s i din cho phn gii theo chiu dc ca video. Cc dng mc nh video c m ha trong AVC H.264/MPEG-4 nh dng, m thanh stereo AAC. Trong 7/ 2010, YouTube cng b rng h a ra mt lot cc video nh dng, cho php mt phn gii ln n 4096x3072 pixels. * Video 3D 21/ 7/ 2009, k s phn mm Peter Bradshaw ca YouTube thng bo rng ngi dng YouTube c th ti ln video 3D . Cc video c th c xem trong mt s cch khc nhau, ph bin nht l s dng knh 3D. c. Gi c: i vi cc video c thi gian t hn 15 pht, ngi dng c min ph upload ln YouTube. Nhng i vi nhng ngi c nhu cu up video vi thi gian nhiu hn 15 pht ngi dng cn phi tr ph. Trn thc t, ngi dng vn c th ti cc on video di hn 15 pht m khng mt tin nh chng trnh h tr tng tc upload file vi Free YouTube Uploader (download min ph) v ng thi cn ci t Java.
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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 19 d. Cht lng sn phm: YouTube c ngi tiu dng nh gi l mt trong nhng dch v tin ch bc nht trong s cc cng thng tin cho php ng ti video hin nay. Trang Youtube hin nay c ti 54 phin bn v ngn ng khc nhau. Tc load c th ni l nhanh nht so vi cc trang khc Alexa xp hng YouTube l trang web th ba truy cp nhiu nht trn Internet, sau Google v Facebook. Theo s liu vo ngy 24 thng ging nm 2012, youtube vt mc 4 t lt xem/ ngy trn ton th gii. 2.3. Trnh duyt web Chrome: (Chrome Browser) 2.3.1. Gii thiu chung v sn phm Chrome l trnh duyt Internet ca Google, c ra i vo thng 9 nm 2008. Tn phn mm c ly t khung nhn giao din ngi dng ha, hay cn gi l "chrome", ca cc trnh duyt web.Tnh n thng 6 nm 2011, trnh duyt ny tr thnh trnh duyt thng dng th ba trn th gii ch sau Firefox v Internet Explorer v chim khong 16,5% th phn trnh duyt web ton cu. Cc phin bn Chrome cho cc h iu hnh Mac OS X v Linux c pht hnh vo thng 6 nm 2009. 2.3.2. Tnh hp dn ca th trng

a. Qui m th trng: T khi trnh duyt u tin ca lch s - WorldWideWeb ra i nm 1990 cho n nay, th trng trnh duyt lun lun c tnh hp dn i vi cc cng ty bi nhu cu ca ngi s dng i vi vic tm kim thng tin, nht l trong cuc sng hin i ngy cng ln, c th k n nh: 1993: NCSA Mosaic, 1994: Netscape, 1995: Internet Explorer, 1996: Opera, 2003: Safari, 2003: Firefox, v n mi nht y, nm 2008 l trnh duyt Chrome ca Google. b. Kh nng sinh li: Doanh thu ch yu ca cc trnh duyt web mang li t qung co v qua cng c tm kim. V d nh, khi tra cu thng tin t Chrome, thng tin s t ng c dn n Google v v th s mang li cho Google li nhun rt cao. d. Tnh cnh tranh ca th trng: Cuc sng ngy cng pht trin, cng vi s tin b ca cng ngh thng tin, vi yu cu ca cng vic, hc tp th vic tra cu thng tin trn mng, qua Internet l thc s cn thit. Chnh v nhu cu s dng cc trnh duyt web ngy cng cao, v ngi dng s la chn trnh duyt no m h cho l nhanh v tin li nht. Cc hng cung cp phn mm lun trong tnh

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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 20 trng cnh tranh gay gt vi nhau chim th phn. Th trng trnh duyt web tr thnh ming mi ngon m ai cng mun ginh c phn to nht. 2.3.3. a. Th phn: T khi Firefox xut hin bt u cuc chin trnh duyt vi cc tn tui nh Internet Explorer, Opera, Safari v kh c mt trnh duyt no c th qua mt c nhng i gia ny. Nhng khi Google Chrome ra i th cuc chin y li tr nn cng thng hn bao gi ht. Khi IE v Firefox nm gi 95% th phn trnh duyt. V vy, s kh khn cho Google t c mt ch ng vng chc trong ngnh cng nghip ny. Vo thng 1 nm 2010, trnh duyt Chrome c th phn ch vo khong 0,3%. Tuy nhin vi mt cng ty hng mnh nh Google th vic tng th phn cho trnh duyt ny khng phi l kh. G khng l tm kim Google u t v t rt nhiu n lc trong qu trnh xy dng, ci thin v pht trin Chrome. Chnh v vy m theo kt qu ca hng thng k th trng Internet ni ting StatCounter, mc d IE vn l g khng l trn th trng trnh duyt web hin nay, tuy nhin, xt v kha cnh tng trng th ngi chin thng cui cng trong nm 2011 li thuc v trnh duyt Chrome ca Google. u nm 2011, v tr xp hng th phn trnh duyt web trn th gii c th l IE vi 46%, Firefox vi 30,68%, Chrome vi 15,68%, Saferi vi 5,09% v Opera vi 2%. Sau mt nm, cc hng pht trin trnh duyt web ni ting nh Microsoft, Mozilla, Google u a ra cc phin bn trnh duyt web quan trng ca mnh: Microsoft pht hnh IE 9, Mozilla pht hnh Firefox 4, Google cho pht hnh Chrome 15. D sinh sau mun nhng Google Chrome c mt bc nhy ngon mc vi th phn trnh duyt web trn Th gii lin tc tng, t 27,27% vo cui nm 2011, vn ln dng th 2 trong bng xp hng th phn, chnh thc vt mt n anh Firefox vi 25,27% th phn ti cng thi im. Chng ta c th quan st li din bin ca qu trnh ny da vo 2 biu di y: V th cnh tranh ca doanh nghip:

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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 21

Bng thng k th phn ca Top 5cc trnh duyt web hng u ca StatCounter (T thng 12 nm 2008 n thng 8 nm 2011 )- Ngun: statcounter

Bng thng k th phn ca Top 5 cc trnh duyt web hng u ca StatCounter theo tun (T tun 35 n tun 47, nm 2011) - Ngun: statcounter b. Cng ngh: Chrome s dng h dn ng dng v b my trnh by WebKit. Chrome s dng b my render WebKit t nhm Android. Ging hu ht cc trnh duyt khc, Chrome c kim tra ni b trc khi pht hnh ra ngoi vi cc bi test n v, "t ng kim tra giao din ngi dng v cc hnh ng ca ngi dng thng qua cc on script" v fuzz testing, cng nh cc bi test ca b WebKit (Chrome vt qua ln test ny ti 99%). Trnh duyt mi c kim tra mt cch t ng qua chc trang trn tng s hng ngn trang web thng c truy xut theo b my nh s ca Google trong vng 20-30 pht. Tuy nhin, Chrome l trnh duyt u tin kt hp tnh nng dch my trong chnh trnh duyt, m khng cn trnh cm b sung hoc tin ch
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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 22 m rng. Khi ngn ng trn trang web khng khp vi tu chn ngn ng c t trong trnh duyt, Chrome s t ng yu cu dch trang web sang ngn ng a thch ca bn. c. Gi c: Chrome c ci t v s dng hon ton min ph. Cng ging nh a s cc trnh duyt khc, ngi dng c th dng mi ng dng ca Chrome m khng phi mt mt khon tin no. d. Cht lng sn phm: Mt trong nhng nguyn nhn quan trng l gii cho s vn ln mnh m ca trnh duyt Chrome chnh l s u t ca Google trong vic pht trin trnh duyt web ca mnh, khi hng ny thng xuyn b sung cc bn cp nht cc tnh nng mi cng nh ci thin tc s l v tng tri nghim duyt web cho ngi dng trong mi phin bn mi c pht hnh. V d nh gn y nht, phin bn Chrome cui cng ca nm 2011 Google Chrome 16 c pht hnh vi nhiu ci thin b sung, trong c vic h tr cm ng a im v kh nng qun l Chrome vi nhiu ti khon ring bit. Nhng extension ca Chrome sau khi ci t c th dng lun m ko yu cu khi ng li trnh duyt, tng tab ca Chrome l mt tc v ring bit. y l mt ci tin c nh gi l hu ch v tinh t so vi Firefox. Tc ca Chrome gn nh lun lun nhanh nht so vi cc i th (theo trang tin LifeHacker). Gn y khi s dng s dng cng c chm im x l JavaScript V8 so snh cc trnh duyt, cng thu c kt qu tng t. Nh thy trong biu bn, Chrome 15, 16 cho thy s vt tri, trong khi IE 9 li l trnh duyt bt bng (s im cng ln cng tt). V kh nng tng thch tuyt vi vi cc dch v ca Google l mt im cng na dnh cho Chrome so vi cc trnh duyt khc. Vi mt ti khon Gmail, bn c th lu ton b thng tin trnh duyt dnh cho vic ng b; Chrome h tr chc nng ko th rt trc quan khi s dng Gmail, bao gm vic upload/download file nh km v chn nh.. Tuy nhin, hin nay mt s ngi vn khng thch dng trnh duyt Chrome, bi h s b l thng tin c nhn ca mnh do vic bo v c s d liu khng c quan tm ng mc. iu ny to ra mt phn ng tiu cc t pha ngi s dng v s kh khn hn thuyt phc h dng Chrome thay cho cc trnh duyt internet c l Firefox hay IE. Cho d trn thc
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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 23 t, Chrome r rng l trnh duyt c tc nhanh hn nhng n vn cha ly c lng tin ca ngi s dng. (Caspers, 2008). 2.4. Maps, Earth v Street View 2.4.1. Gii thiu chung v sn phm Google Maps (thi gian trc cn gi l Google Local) l mt dch v ng dng v cng ngh bn trc tuyn trn web min ph c cung cp bi Google v h tr nhiu dch v da vo bn nh Google Ride Finder v mt s c th dng nhng vo cc trang web ca bn th ba thng qua Google Maps API. N cho php thy bn ng s, ng i cho xe p, cho ngi i b (nhng ng i ngn hn 6.2 dm) v xe hi, v nhng a im kinh doanh trong khu vc cng nh khp ni trn th gii. Google Earth l mt phn mm m phng qu a cu c tn gi gc l Earth Viewer, c to ra bi cng ty Keyhole, Inc, c mua li bi Google vo nm 2004. N to ra bn th gii da vo nhng hnh nh chi tit c chp t v tinh, nhng hnh chp trn khng trung v h thng GIS. Google Street View l mt cng ngh c tch hp trong Google Maps v Google Earth. N cung cp mt ci nhn ton cnh t cc v tr dc nhng con ph trn th gii, cho php bn khm ph nhiu ni trn th gii thng qua hnh nh 360 c chp t xe chuyn dng. Google Street View c gii thiu vo ngy 25 thng 5 nm 2007, ti mt s thnh ph Hoa K, v t m rng ra cc thnh ph khc v c khu vc nng thn trn ton th gii. 2.4.2. Tnh hp dn ca th trng

a. Qui m th trng: Th trng bn trc tuyn ang ngy cng tr nn hp dn v thu ht nhiu s quan tm ca cc doanh nghip v ngi s dng internet. Hin nay, c rt nhiu cc trang web cung cp dch v bn v ch dn a l trc truyn. Trong , cc i th cnh tranh chnh ca Google maps l MapQuest, Bing Maps, Yahoo maps, Nokia Maps, OpenStreetMap. b. Tc tng trng ca th trng: Vi tc tng trng nh v bo ca cng ngh hin i, cng s tng ln ca nhu cu i li, di chuyn, giao lu, cc dch v tm kim nh Google Map c c tc tng mnh m trong nhng thp k gn y, v d bo s tip tc tng mnh.

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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 24 c. Yu cu v vn: u t trong lnh vc c trng ny yu cu lng vn kh cao. Trc ht v nng gnh nht vn l cc chi ph cho trang thit b, ring u t cho khon mc thu thp d liu t v tinh chim mt khon khng nh. d. Tnh cnh tranh ca th trng: Nhu cu i li, di chuyn ca con ngi khng bao gi dng li. Cng vi s pht trin v thay i ca c s h tng, ng x, cc cng trnh giao thng, b mt ca cc a im, cc thnh ph.. ang thay i tng gi, tng pht. V vy, nhu cu tm kim a im ang ngy cng tng nhanh dn n th trng cung cp bn trc tuyn cng rt hp dn v thu ht cc nh u t vi s h tr ca cng ngh thng tin. 2.4.3. a. Th phn: Theo thng k ca Hitwise (cng ty chuyn o lu lng truy cp vo 1 trang web bng cch thu thp d liu trc tip t ISP networks) cui nm 2010, Google c s lng ngi truy cp cao nht trong s cc trang web bn trc tuyn, t 16, 52%. Theo BuiltWith.com, bo c co ca khong V th cnh tranh ca doanh nghip:

1,162,460 trang web ang s dng Google maps v n thng 5 nm 2011 v c hn 200 triu thu bao di ng s dng ng dng Google maps cho in thoi di ng, chim khong 40% th trng. V d v th phn ca Google Maps M:

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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 25

Theo Hitwise, nu xu hng ny tip tc khng c s thay i, Google Maps s vn ln dn u trong s cc sn phm ch dn ng trc tuyn ti M trong vng hai nm. Trong vng mi hai thng qua, th phn ca Google Maps tng thm 10%. Trong khi , hu ht cc trang web bn , ch ng l i th cnh tranh u c lng truy cp gim st. Google Maps l mt trong nhng dch v ca Google c nh gi l c tng lai y ha hn Google Earth cng ang nhn c nhiu s quan tm v yu thch. Theo kt qu kho st ca ZDNet nm 2006, nu th phn ca Google Maps l 0.82% th Google Earth t 0,22 %. Theo Hitwise, trong tun u ca nm 2006, s lng ngi truy cp earth.google.com tng 24% so vi tun trc v cao hn 3 ln so vi 12 tun trc y. 1 iu th v na l theo s liu thng k trong 1 qu, trong s lng truy cp vo Google Earth trc tuyn th c n gn 70% l t nhng ngi s dng thuc nhm tui trn 55 v c 24,34% s ngi s dng internet trn 55 tui s dng Google Earth. Ngoi vic c s lng truy cp trc tuyn kh cao th google Earth cng ang c nhiu ngi yu thch v ti v my nh 1 phn mm ha ch thng xuyn s dng. Theo MSNBC hin nay, s lng ti Google earth t mc 1 t (tnh c ti v my tnh, ti ng dng cho in thoi v cc chc nng tng cng). Google street view: n nm 2010, d n Street View ca Google thc s chim c th phn vi nhng bc nh sinh ng, chn tht n khng ng, y mi gc nhn. Theo nh gi ca tp ch PCWorld Communications, hin nay Google street view ca Google maps gn nh khng c i th cnh tranh. Cc dch v tng t nh 360 View ca MapQuest hay Streetside ca Bing cn nhiu im km xa Google street view. Tp ch ny cho im nh gi: Google: 08/10 - Bing: 04/10 - MapQuest: 05/10. cui nm 2009, Microsoft a tin s cho

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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 26 ra mt dch v bn hon thin, tin li hn nhiu mang tn GeoSynth nhm cnh tranh vi i th Street View ca Google nhng n nay vn cha khai trng. b. Cng ngh: Google map xng ng l mt c t ph v cng ngh khi s dng DHTML v Javascript, giao din p v tc nhanh; thun li cho ngi s dng. i cng vi , GG Earth v GG Street View cng s dng nhng cng ngh cao v hnh nh c u t r nt khin ngi dng hon ton hi lng khi s dng dch v. Nhn chung, cc sn phm bn v ch dn a l ca Google c nh gi l kh thun tin cho ngi s dng, sng to, cp nht thng xuyn, tch hp nhiu cng ngh mi gy hng th cho ngi s dng, cht lng hnh nh 2-D, 3-D ngy cng c ci tin. Chnh v vy m hin nay cc dch v ny ang t th phn cao trong th trng v c d bo l s tip tc pht trin. c. Chi ph: Google u t rt ln vo cng ngh, c bit l cho Google Earth. d. Gi c: Google min ph cho cc dch v Google map thng thng v trong dung lng lt xem cho php. Tuy nhin, i vi doanh nghip, GG Map thu 10000$ mi nm; v mc gi ny i khi cn ph thuc vo s lt xem bn . Cc trang web s nhn c 25000 lt xem bn mi ngy, nu vt qu s lt ny s b tnh ph 4$/1000 lt xem sau . Google earth c 3 phin bn: Google Earth l bn min ph vi cc chc nng gii hn; Google Earth Plus vi thm mt s tnh nng c gi 20$/nm v Google Earth Pro vi gi $400 mt nm c dng cho mc ch thng mi vi cc tnh nng v cng chuyn nghip v hp dn nh: h tr d liu GIS, email, cho php lm phim, xem nhiu im cng lc e. Cht lng sn phm: Google map lin tc dn u trong lnh vc cung cp dch v ny bi tnh tng tc cao vi ngi dng, giao din n gin m thun tin, bt mt v d s dng. Tc ng truyn cao do c u t vo trang thit b, cng ngh cao. Ni n m hnh Tri t, theo di a hnh, a im..cha tng c ng dng no qua mt c Google Earth. Hin nay c phin bn Google Earth dnh cho cc sn phm chy h iu hnh iOS. l mt bc tin cc ln ca Google, th hin r k hoch lm ch cng ngh th gii. Vi Google Earth dnh cho iOS, bn c th bay n mi min Tri t vi hnh nh phn gii cao to cm gic sng ng cho ngi dng.

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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 27 2.5 AdWords and AdSense 2.5.1. Gii thiu chung v sn phm AdWords v AdSense l thng hiu duy nht ca Google m khng phi l min ph. Nhng dch v ny l tr ct ca s thnh cng ca Google. Adwords l dch v khai thc qung co Google thc hin trn cng c tm kim v cc website trong h thng lin kt. Google Adwords l knh truyn thng duy nht qung co n ng khch hng tim nng ca bn. Khng nh cc phng tin qung co truyn thng hay trc tuyn khc, vi Google ngi dng s ch ng tm kim nhng g h mun. Qung co ca bn s ch xut hin khi ai ang tm kim sn phm bn c, vo ng thi im m ngi dng ang mong mun c c thng tin h cn. Chnh v th y l hnh thc thc s hiu qu v nhm ng i tng. AdSense l mt dch v qung co ca Google. Ngi vit web hay thm ch l c blog c th ng k vo chng trnh ny ng cc qung co di dng vn bn, hnh nh, v mi y l c video trn trang web ca mnh. Nhng mu qung co ny c iu phi bi Google v to ra li nhun trn nguyn tc tnh tin cho mi c nhp chut v tnh tin cho mi n tng. Google hin nay ang th nghim beta cho dch v da trn tnh tin cho mi hnh ng. Nhng ngi mun ng qung co thng qua h thng AdSense th c th ng k thng qua AdWords. 2.5.2. Tnh hp dn ca th trng

a. Qui m th trng: Nu nh trc qung co trc tuyn ch c bit n qua cc dch v nh: email marketing, banner, logo th hin nay qung co trc tuyn c lm mi hon ton. C th k n qung co qua games online, bng cng c tm kim, bn t kha (adwords), hin th u tin hay danh sch nh ti trvi s lng website khng l, s ngi dng internet ngy cng pht trin, qung co trc tuyn c rt nhiu hnh thc mi v cng hp dn, do , quy m ca th trng qung co ngy cng c m rng v pht trin. Theo iu tra nm 2009, quy m th trng qung co trc tuyn Vit Nam c t 278 t VN (tng ng 15,5 triu USD). b. Tc tng trng ca th trng: Th trng qung co trc tuyn ton cu s tng trng vi tc cao trong nhng nm ti v s tr thnh ng lc tng trng chnh ca ton ngnh qung co.

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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 28

Tc tng trng v tng chi ph cho qung co trc tuyn ton cu (2010 2015) Nhn chung, theo bo co, th trng qung co trc tuyn s tip tc tng trng vi tc cao hn nhiu so vi cc loi hnh qung co khc. nh im ca s tng trng ny s xy ra vo nm 2012, khi mc tng trng qung co trc tuyn ton cu s t ti 17,5%. c. Kh nng sinh li: Qung co trc tuyn mang li ngun li nhun ln cho nhiu website. in hnh nh Google: Adwords em li hn 90% li nhun cho Google Inc v l ngun thu chnh ca tp on. Google bo co mc tng 28% doanh thu t mng nhp chut qung co, tc l khon thu nhp t s ln ngi s dng Internet nhp chut vo cc banner qung co ca hng. Trong khi, gii phn tch d bo con s ny l khong 18%. Cn AdSense - nn tng qung co trc tuyn st th nht ca hng. c chnh thc ra mt t nm 2003, AdSense gn nh ngay lp tc tr thnh mt c my in tin cho cc website ng thi tr thnh con g trng vng cho Google - hng Internet hot ng vi hu ht cc dch v m h cung cp u l min ph. Trong qu IV/2010, AdSense mang v cho Google 8,44 t USD chim 30% tng doanh thu. d. Tnh cnh tranh ca th trng: Nu th trng qung co trn truyn hnh vn ng s mt th gii, qung co trc tuyn ngy cng chim nhiu th phn trn th trng so vi cc loi hnh truyn thng nh trn i pht thanh v bo ch. Th trng qung co trc tuyn s tip tc tng trng vi tc cao hn nhiu so vi cc loi hnh qung co khc. Chng ta c th thy rng ngy cng c nhiu qung co trn truyn hnh v my tnh, trong khi qung co trn bo ch ngy cng gim (theo cc d bo mi nht ca cng ty nghin cu Strategy Analytics). Trong nm 2012, u t qung co ton cu d kin s tng, c th t mc 362 t Euro. Tc tng trng ca th
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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 29 trng qung co trn Internet tng 12,8%, trn truyn hnh tng 5% v gn nh khng thay i trn bo ch (+0.5%).

Tc pht trin ca vic thay i mc chi tiu cho qung co (M. Erickson 7/ 2006) Chnh v vy, th trng qung co trc tuyn c tnh cnh tranh cao hn nhiu so vi cc th trng qung co khc v so vi vi cc loi hnh qung co truyn thng, qung co tip th trc tuyn c nhng u im vt tri. Nguyn nhn l do Internet hin tr thnh cng c ph bin nht trn th gii v ng gp ln vo pht trin kinh t, trong c truyn thng s hay l tip th trc tuyn. Trong thi gian qua, mng x hi tr thnh cng c mnh nht v c tng trng cao nht. 2.5.3. V th cnh tranh ca doanh nghip:

a. Th phn: th trng qung co trc tuyn ca M, Google ng u vi 23,7% th phn, chim gi v tr th hai l Yahoo! vi 11,4%, Microsoft ng th ba ch vi 5,6%, hn AOL (5,2%) ngay pha sau khng ng k. Theo chuyn gia phn tch Karsten Weide ca IDC, nu tnh tt c cc hp ng qung co ca Google, tng th phn ca h c th ln n 33,4%. Mc d i mt vi s cnh tranh gay gt t Microsoft, Google vn chim lnh th trng qung co trc tuyn. Th phn qung co trc tuyn ca Google M tng t 64,8% trong thng 8 ln 65,3% trong thng 9. Trong khi , th phn qung co trc tuyn ca Yahoo M gim t 16,13% xung cn 15,5%, cn th phn ca Microsoft vn ng yn mc 14,7%. b. Cng ngh: Bng th mnh v cng ngh tm kim s 1 ca mnh, Google em li nhng gi tr mi m v hon ton lm tha mn nhng ngi tm kim thng tin. Mi ngi c th

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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 30 dng Google tm kim bt c thng tin no chng ta cn. Thng tin hin th nhanh nht, y nht, cp nht v chnh xc. Vi Adwords, bn c th to ra mt mu qung co mt cch nhanh chng, n gin v mu qung co ny s c hin th vi nhng ngi ang tm kim thng tin lin quan n lnh vc kinh doanh ca bn. Google s dng cng ngh tm kim ca mnh a ra cc Link qung co tng thch vi ni dung, ni ca ngi truy cp, ngn ng cng nh nhiu yu t khc ca trang web s dng AdSense. c. Gi c: AdWords cho bn quyn kim sot chi ph qung co ca mnh. Bn cht ca Google Adwords l tnh ph theo s ln bm chut hoc s ln website ca bn hin th trn cc kt qu tm kim, khng c yu cu chi tiu ti thiu. Chi ph cho hot ng qung co bng Google Adwords c tnh theo hai cch: s ln ngi tm kim bm chut vo website (cost per click CPC) hoc s ln website xut hin trn Google (cost per impresstion CPI). V d Vit Nam, bo gi ca Adwords nh sau:

2.000 vnd/click Trung bnh 20-40 view/ click Khng gii hn s lng keywords Khng gii hn s lng banner qung co

Ph qun l/thng: 300.000 vnd Ph qung co ty vo ngn sch ca doanh nghip vi mc ti thiu l 2.000.000 vnd Dch v qung co Google Adsense tnh tin ngi qung co bng s lng click v chia s chi ph cho ch trang web. Mi ln khch n thm bm chut vo banner qung co ca Google Adsense th ch trang web s nhn c mt khon tin. d. Cht lng sn phm: Google Adwords l hnh thc qung co online vi chi ph thp v hiu qu cao khi so snh vi cc hnh thc qung co khc. Google AdWords cung cp dch v qung co hiu qu nht cho cc doanh nghip bt k mt qui m no. Nh Adwords cc doanh nghip c th tip cn nhng khch hng ang tm kim sn phm v dch v ca mnh trong khi vn c th kim sot hon ton ngn sch qung co. c bit bn c th nhn thy ngay cc qung co trn Google ch trong vng vi pht sau khi to chng.

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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 31 Cn AdSense tr thnh dch v qung co trc tuyn ph bin nht nh vo "ha hp" ca ni dung qung co vi ni dung ca trang web, khc hn cch qung co dng banner vn ph bin trc y. Ngoi ra v tr t cc links qung co ca AdSense cng khng gy kh chu i vi ngi truy cp trang nh vi cc Banner. 2.6. Cc sn phm khc: C th ni Google c qu nhiu cc cng c, chng trnh v cc dch v p ng nhng yu cu chi tit nht ca khch hng. Ngoi cc dch v hay cng c ni ting nh: Search engine, Youtube, Chrome browser, Maps, Earth, Adwords, Adsense m nu trn th goole cn rt nhiu cng c v dch v kh ni ting khc. C th k n: G1 Mobile, Images, Translator, Docs, Picasa, Gmail, Books, Desktop, Scholar v Toolbar. Sau y chng ta s i chi tit vo mt s cng c, dch v quan trng cng gp phn to nn nhng s khc bit ca google so vi cc i th cnh tranh. 2.6.1. Gmail: 2.6.1.1. Gii thiu chung v sn phm Gmail l mt dch v webmail da trn tm kim, min ph bao gm trn 2.500 megabyte (2 gigabyte) b nh. Gmail th quen thuc v chc hn ngi no dng my tnh trn th gii u c ring mnh mt ti khon Gmail. 2.6.1.2. Tnh hp dn ca th trng

a. Qui m th trng: Cng vi s pht trin khng ngng ca thng mi in t v cng ngh thng tin m th in t ang ngy cng pht trin mnh. Chnh v vy, th trng cung cp dch v th in t c quy m kh ln vi cc dch v ln bao gm gmail, Hotmail, yahoomail, apple mail .. b. Tc tng trng ca th trng: Vi tc tng trng cc nhanh ca cng ngh hin i, cng s tng ln ca nhu cu v trao i th t vn bn, cc dch v th in t c c tc tng mnh m trong th gian gn y, v d bo s tip tc tng mnh. c. Yu cu v vn: u t trong lnh vc c trng ny yu cu lng vn kh cao. Trc ht v nng gnh nht vn l cc chi ph cho trang thit b, c bit l u t cho vic nghin cu v pht trin cc tnh nng bo mt. d. Tnh cnh tranh ca th trng: So vi cc th trng khc, th trng cung cp dch v th in t v cng hp dn vi cc nh u t. 2.6.1.3. V th cnh tranh ca doanh nghip:
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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 32 a. Th phn: Sinh sau mun hn cc dch v th in t min ph khc nh Hotmail, Yahoo! Mail nhng Gmail ca Google nhanh chng c c ch ng rt mnh m trong th phn dch v th in t (e-mail) min ph. Hin nm 2011 gmail chim 7% v ang ng th 7 v th phn ngi dng th in t.

b. Cng ngh: Gmail h tr POP3 v hn 7GB khng gian lu tr, mt cng c tm kim v m thoi trc tuyn hay chat, v kh nng bo mt tt, cnh bo virus. Gmail ni ting vi vic s dng cng ngh Ajax trong thit k. Gmail cn h tr nhiu trnh duyt (browser) v h tr a ngn ng (multilanguages), a ch ngi gi n v ngi gi i t ng nhp lu vo address book. Vi kh nng chn th rc ti u, ng dng i km phong ph, b lc hu hiu, gn nh khng c qung co.., Gmail vt xa cc i th tr thnh dch v email tt nht. Email c gi ti ngi dng t nhiu ngun s c phn loi thnh nhiu loi khc nhau. c bit, Gmail an ton vi c ch bo mt 2 lp: Bo mt hai lp l mt c ch "chng thc hai lp" c dng rng ri trong cc c ch bo mt an ton cao. Nh cc ngn hng u c dng c ch ny, mt trong cc cch thc thc thi bo mt 2 lp l tin hnh bo mt chng thc lp 2 qua SMS hoc qua cch thc khc. c. Gi c: Min ph nh hu ht cc sn phm khc ca cng ty.

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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 33 d. Cht lng sn phm: Google mail lin tc dn u trong lnh vc cung cp dch v ny bi tnh tng tc cao vi ngi dng, giao din n gin m thun tin, bt mt v d s dng. Tc ng truyn cao cng vi s bo mt tt cho cc th t c nhn v m bo mi dch v tt nht cho ngi dng. 2.6.2. Google Images: 2.6.2.1. Gii thiu chung v sn phm Google Image Search l mt dch ca tm kim c to ra bi Google cho php ngi dng tm hnh nh trn cc trang Web. Tnh nng ny c hon thnh vo thng 12 nm 2001. Nhng t kha tm kim hnh nh c da theo tn ca file hnh nh, on vn bn cha ng link n tm hnh v nhng on nm gn bc nh. Khi tm kim mt tm hnh, mt hnh thu nh ca mi tm hnh khp vi t kha tm kim s c hin th. Khi nhp vo hnh thu nh, tm hnh s c hin th trong mt khung pha trn trang v trang web cha tm hnh s c hin th trong khung bn di, to s d dng thy c ni m tm hnh xut hin. 2.6.2.2. Tnh hp dn ca th trng

a. Qui m th trng: S pht trin ca cng ngh thng tin i hi tm kim tin tc theo mi phng thc phi pht trin mnh m v i mi khng ngng. V tm kim hnh nh cng theo xu hng . Cng vi Google images cn c yahoo images, Aks images, Msn images.. b. Tc tng trng ca th trng: Vi tc tng trng cc nhanh ca cng ngh hin i, cng s tng ln ca nhu cu tin tc v hnh nh, th trng cc dch v tm kim hnh nh c tc tng trng v cng mnh m. c. Yu cu v vn: Khng ln v hu ht cc hnh nh m Google Images tm c l t cc bi vit trong cc link tm kim thng tin ca mnh. d. Tnh cnh tranh ca th trng: Kh cao tuy khng bng th trng tm kim thng tin. 2.6.2.3. a. Th phn: Da vo th, vo nm 2007, google images chim khong 11,34% th phn. Da vo c th thy s vn ln mnh ca yahoo images. Tuy nhin hin ti google images vn lun l mt trong nhng cng c tm kim hu hiu nht bng hnh nh. V th cnh tranh ca doanh nghip:

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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 34

b. Cng ngh: Google xng ng vi cng ngh tm kim hnh nh hon ho nht. Ngoi tm kim thng tin hnh nh ph hp th tnh nng tm kim hnh nh ca Google mi c trang b thm tnh nng cho php ngi dng xp loi hnh nh kt qu di dng tng nhm ch ring bit, gip ngi dng thun tin hn khi s dng kt qu tm kim c. Bng cch p dng google instant v nhng chc nng khc vo google images cho kt qu tm kim nhanh hn v kh nng phn on tt hn rt nhiu. c. Gi c: min ph d. Cht lng sn phm: Google images lin tc dn u trong lnh vc cung cp dch v tm kim hnh nh bi tnh tng tc cao vi ngi dng, cch tm n gin thun tin, kt qu hp l. Tc ng truyn cao do c u t vo trang thit b, cng ngh cao vi s kt hp nhiu ng dng hp l. 2.6.3. Google Docs: 2.6.3.1. Gii thiu chung v sn phm

L mt trong nhng sn phm sinh sau mun nhng hiu chin ca Google, Google Docs l mt ng dng h tr son tho vn phng trc tuyn c cung cp min ph, c pht hnh vo ngy 17 thng 9, nm 2007. N bao gm ba b ng dng: son tho vn bo,
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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 35 son tho bn tnh v son tho trnh chiu; cho php ngi dng to ra cc ti liu trc tuyn v cho php chia s vi ngi khc cng nh cho php trnh chiu trc tuyn thi gian thc v tng tc sa cha vi mi ngi. 2.6.3.2. Tnh hp dn ca th trng

a. Qui m th trng: Trn th trng my tnh, b sn phm vn phng ca Microsoft vn gi v tr c tn, khng ai ph nhn tnh thng dng ca n. Tuy nhin, th trng ny vn hp dn bi nhng ng dng nh gn linh hot: Google Docs, OpenOffice, StarOffice, Thinkfree, Zoho, DocumentsRescue Pro. BPOS Cc doanh nhip trong lnh vc ny cng ang tm cch pht trin b ng dng cho iPad, tng doanh thu v th phn cho b sn phm vn phng da vo s ph bin ca Apple iPad. b. Kh nng sinh li: B sn phm ng dng vn phng cho doanh nghip v ngi tiu dng hin em li nhiu li nhun cho cc doanh nghip. Theo thng k, cc sn phm dng Office mang v lng thu nhp chim 30% tng thu nhp ton qu ca Microsoft. c. Tnh cnh tranh ca th trng: Khng cao. Trc y, ngi dng my tnh thng ch bit n Office offline lun c nghin cu v nng cp phin bn lin tc. Vi nhng ngi khng dng mng, khng tip xc vi thng tin cng ngh th kh bit n nhng sn phm nh Google Docs. Bn cnh , ngi dng bt u t cn vn bn hn. Email v ti liu Word ang mt dn s quan trng khi ngy cng nhiu ngi lin lc qua mng x hi nh Twitter v Facebook, nhng hnh thc khng da trn ti liu. 2.6.3.3. V th cnh tranh ca doanh nghip:

a. Th phn: Microsoft v Google hin ang tng cng xm ln th trng truyn thng ca nhau. Cuc chin th trng phn mm Office bt u hi nm 2006 khi Google tung ra nhng thnh phn u tin ca Google Docs. Google Docs hin ch chim 4% nhng th phn ca n khng ngng tng ln. Microsoft ang thng lnh vi hn 94% th phn. b. Cng ngh: Google Docs kt hp cc tnh nng ca Writely v Spreadsheets. Sn phm trnh chiu, vi s hp tc cng ngh thit k vi Tonic Systems. Google u t kh nhiu ci tin cng ngh v b sung tnh nng cho sn phm ca mnh, tuy nhin phn mm ca Google vn bc l nhiu hn ch so vi sn phm ca Microsoft.

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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 36 c. Gi c: Google Docs min ph vi ngi dng c nhn, v tnh ph 5 USD/mi ngi dng mi thng vi cc doanh nghip, trong khi phin bn Office 2010 c gi t 150 USD n 499 USD, Trong khi i vi Zoho, gi s dng tng ng vi Google tnh ph 6 USD mt ngi mt thng. Gi s dng r nht ca Zoho l 3 USD/ thng ca Zoho, nhng ch tp trung vo nhng tnh nng c bn nh email. Gi c c xem l li th cnh tranh ln nht ca Google so vi cc i th. d. Cht lng sn phm: Google Docs c nhiu ngi dng nh gi cao v tnh tin li: c th truy cp cng vic mi lc mi ni, hot ng trn cc h iu hnh, d dng ti v chia s tp, B Office trn nn tng web ca Google bao gm gn nh y cc ng dng cn thit: cng c son tho - Word, bng biu - Spreadsheet, v cng c trnh chiu m hng pht trin gn 4 nm nay. Bn cnh Google Docs cn cung cp cc tnh nng cho lm vic nhm, mt tnh nng rt hu ch dnh cho khch hng doanh nghip. Tuy nhin, tt c hot ng v tc v lin quan n Google u thc hin trc tuyn, v th nhiu ngi tiu dng lo ngi v kh nng lm chm ng truyn khi h dng Google Docs, hoc ng truyn kt ni gp vn ,Google cng cung cp thm cho ngi dng kh nng hot ng Offline qua cng c h tr Gear, nhng g b tnh nng ny t thng 5-2010 do rt kh m bn c mt b ng dng vn phng cho ngi dng, v phn ln h c mt phin bn Office no trn my tnh. Nhn vo biu , ta thy Google Docs vn thua xa Microsoft trong con mt ngi tiu dng. 2.6.4. Picasa: 2.2.1. Gii thiu chung v sn phm Picasa l mt phn mm xem v chnh sa hnh nh k thut s cng vi trang web chia s nh tch hp, ban u c to ra bi mt cng ty c tn l Lifescape vo nm 2002, thuc s hu ca Google t nm 2004 v bt u c cung cp nh phn mm min ph. 2.2.2. Tnh hp dn ca th trng

a. Qui m th trng: Nhc n phn mm hiu chnh nh nhiu ngi thng ngh ngay n Photoshop - phn mm x l nh mnh m v chuyn nghip, tuy nhin vic s dng phn mm ny khng hon ton d dng vi nhiu ngi s dng, hn na n cng tn kh nhiu dung lng b nh. Chnh v l do m hng lot cc sn phm phn mm hiu chnh nh min ph

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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 37 v tin dng ra i. Bn cnh cc phn mm hiu chnh, nhiu trang web chnh sa online ra i nhm phc v nhng my tnh c cu hnh thp, min ph m vn p ng nhu cu ca ngi tiu dng ph thng nh: Picnik, FotoFlexer, Photoshop Express, Pikipimp, Pixenate, Splashu, Aviary.. b. Yu cu v vn: Vn m cc hng cung cp phn mm hiu chnh nh b ra khng phi l nh. Yahoo phi chi ra s tin khng nh 35 triu USD c c Flickr, Google mc d khng tit l con s dnh cho Picasa, nhng sau khi mua li Picasa vo nm 2004, nm 2010 G khng l mua li Picnick vi gi 5 triu USD mt dch v chnh sa nh trc tuyn tch hp vi Picasa nhm ci thin phn mm ny c nhng gii php tt hn, m bo lun theo kp th trng chia s nh trc tuyn hin nay. c. Tnh cnh tranh ca th trng: Cc tn cng ngh lun a thch s dng nhng sn phm c nhiu thun tin v tnh nng cao, vng nh cc phn mm ng dng vn phng, nhc th th trng sn phm hiu chnh nh cng ang rt nng khi hng lot cc sn phm c tung ra th trng vi dung lng nh, tch hp nhiu ng dng c th chy ua vi tn tui hng u photoshop, cho thy tnh cnh tranh ca th trng ny so vi cc th trng khc. 2.2.3. V th cnh tranh ca doanh nghip:

a. Th phn: Rt nh do cha c nhiu im vt tri. C th thy rng Dch v mng x hi Picasa Web Albums ra i thng 6/ 2006 sau khi Google mua li cng ty Picasa khng em li nhiu thnh cng cho Google bi theo nh gi ca ngi tiu dng, nhiu ngi thy khng c l do g phi s dng 1 dch v chia s nh mi, khi h c th d dng ng ti v chia s nh ca mnh ln Facebook v chia s chng nhanh chng thng qua mng x hi ny. b. Cng ngh: Picasa h tr trn 20 ngn ng, trong c ting Vit. Hn na, n cn c mt s tnh nng ni bt nh nhn din khun mt, ng b d liu vi album trc tuyn, nh du v tr nh trn bn (s dng dch v Google Maps). Bn cnh , vi mi ln ra mt phin bn Picasa, Google li gii thiu thm tnh nng c o mi. Tuy nhin, im mnh ln nht ca Picasa cng chnh l im yu ln nht. Khi bt u dng Picasa, n s tm kim trong ton b cng ca bn nhng hnh nh ri cho vo library, bao gm tt c nhng hnh nh loi wallpaper, icon,.. m c th khng cn phi chnh sa trong

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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 38 Picasa. C th iu chnh li tnh nng ny trong Folder Manager ca Picasa, nhng n khng r rng v d tm. Picasa cng ch ng b ha vi Picasa Web Albums. Nh vy khi mun upload hnh nh trong Picasa ln bt c dch v no khng phi ca Google, nh l Facebook hay Flickr, s phi cn ti mt hoc hai ci plugin mi lm c. c. Gi c: Hin ti, Phn mm Picasa c Google cung cp min ph, y l mt li th rt ln ca Google trc cc i th ca mnh. d. Cht lng sn phm: Picasa c xem l d s dng, Kh nng qun l ca Picasa kh tt, nhng ban u c hi gy bi ri cho ngi dng, vic chnh sa nh cng kh c iu khin. Nhiu ngi tiu dng nhn xt rng Picasa c tc cao nhng lm hnh nh ca chng ta xu i thy r.

3. nh gi v rt ra bi hc kinh nghim
3.1. Nhn xt, nh gi T vic phn tch v nh gi cc sn phm trn ca Google, chng ta c th xc nh v tr cc sn phm chnh ca hng trn ma trn Mc. Kinsey nh sau:

1. Search engine; 2. YouTube; 3. Chrome; 4. Maps, Earth and Street view; 5. AdWords and AdSense; 6. G1 Mobile; 7. Images; 8. Translator; 9. Docs; 10. Picasa; 11. Gmail; 12. Books; 13. Desktop; 14. Scholar; 15. Toolbar Gii thch:

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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 39 a s cc sn phm chnh ca Google l nhng ngi chin thng (Ba phia goc trai phia trn cua ma trn), l: Cac sn phm co vi tri canh tranh manh/ s thu hut cua nganh cao: Search

engine; YouTube, Maps, Earth and Street view, AdWords and AdSense, Gmail, Books. Cc sn phm ny cn c u t tng trng. Cac sn phm co vi tri canh tranh manh/ s thu hut cua nganh trung bnh:

Images v Toolbar. Cc sn phm ny nn c chn lc u t tng trng. Mt vi sn phm l Nhng du hoi (Ba cui cung theo ng cheo ma trn): Chrome: vi tri canh tranh thp/ s thu hut cua nganh cao G1 Mobile; Translator, Desktop: vi tri canh tranh trung bnh/ s thu hut cua

nganh trung bnh Scholar: vi tri canh tranh manh/ s thu hut cua nganh thp

Vi nhng n v kinh doanh ny, Google cn thn trong trong vic a ra cac quyt inh chin lc. Ch c 2 sn phm b coi l Nhng k thua cuc (Ba goc di bn phai cua ma

trn) l: Docs v Picasa vivi tri canh tranh trung bnh v tinh hp dn cua nganh thp. Chng cn c m rng c chn lc hoc b loi b. L gii cho s tht bi ny, nhm ti xin c a ra mt s nguyn nhn sau y:
-

c th s dng Google Docs, ngi dng lun lun cn c Internety va l u im nhng cng va l yu im ca Docs bi n khin cho kh nng s dng Google Docs khng c linh hot.

Google Docs khng h tr nhiu tnh nng chnh sa v cc cng thc nng cao nh Excel, giao din ca Google Docs cng gy kh khan cho ngi s dng khi n qu nh v ri so vi giao din ca Excel.

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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 40 Ngi s dng Google Docs thng xuyn gp phi nhng s c v tnh bo mt ca cc ti liu c nhn.
-

Picasa gy bi ri cho ngi s dng trong vic tm kim, chnh sa v ng ti nh. Trong khi , i th chnh ca Picasa l Windows Live Photo Gallery, mang n cho ngi s dng rt nhiu tin ch khc m Picasa khng c. Do , c th cnh tranh c cc hng khc th Google cn phi u t, nghin cu

nhiu hn na nhm m bo s tin li cho ngi s dng, vi vic h tr nhiu tnh nng cn thit mt cch ton din hn. Bn cnh vn nng cp v ch trng hn cng tc bo mt d liu cho ngi s dng cng rt quan trng v n nh hng n uy tn v th phn ca Google trn th trng. Nhn xt chung: - Google c rt nhiu thng hiu ln ph bin v dn u trn th trng th gii. Hu ht cc SBU ca Google rt c o v kh bt chc. Nhn thc v thng hiu ca khchhng i vi cc sn phm chnh (cc cng c tm kim v Youtube) rt mnh m. V d nh k t nm 2004, c th tm thy ng t Googleln - mt t c ngha l tm kim trong t in chnh thc ca c, Duden. - Hu ht cc sn phm ca Google u min ph. Khch hng ca Google ch phi tr ph cho dch v AdWords v AdSense. Google vn ang tip tc qung co v sn sng thit k h iu hnh ca ring mnh. y s l mt dch v min ph khc lm tng sc mnh thng hiu c ca Google. - Cc ri ro ti chnh nu mt thng hiu mi tht bi cng kh thp. Bi Google l mt cng ty trc tuyn, do chi ph c s h tng cho cc to nh v nhn vin khng ln nh ca mt cng ty cng nghip.Vo cui nm 2008, Google ch c 20.000 nhn vin, trong khi Volkswagen c 370.000 nhn vin.D rng gi tr th trng ca c hai cng ty trn u trn 100 t (theo Financial Times, 2009). 3.2. Bi hc kinh nghim c rt ra: - Cc ma trn c s dng xc nh cc sn phm khng to ra li nhun cho hng rt chng ra khi danh mc u t. Tuy nhin iu khng nn c p dng vi Google bi hu nh tt c sn phm ca Google u min ph v khng nhm mc ch to ra li nhun. Chng cng khng th b rt khi danh mc u t ch nu ch da trn cc kt qu nh gi ca cc ma trn. Trong trng hp ny, khch hng s l ngi xc nh trc tip hay gin tip nhng sn phm c thnh cng trn th trng hay khng. Nu khng, n s b thu hi. Cc ma trn c bin son bi nhng ngi qun l lm vic cho cng ty. H thng c mt ci
Nhm 8 Lp MKT401(2-1112).2_LT

 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 41 nhn sai lm v nhng thng hiu v khng th xc nh chnh xc l do ti sao thng hiu khng c th trng chp nhn. Tuy quan im l thuyt ca vic phn tch cc danh mc u t vn cung cp ci nhn tng quan v thng hiu nhng cc m hnh cn c sa i v p dng mt cch sng to i vi cc cng ty c ri ro ti chnh khng cao v bn cc sn phm o. Mc d nhng cng ty ny c cc danh mc u t thuc nhm hiu qu thp (m thng thng nhng n v kinh doanh ny nn c rt khi danh mc u t) nhng h vn duy tr chng h tr cho nhng sn phm khc quan trng hn. C th ly v d cc cng ty khc vi chin lc tng t l Amazon, eBay, Nokia hay Microsoft. Tt c cc cng ty ny u c sn phm trong danh mc u t m khng ng tip tc u t thm na, nhng chng li rt cn thit to ra nhn thc v thng hiu cho cc sn phm khc. V d nh dng in thoi di ng m kha ca Nokia ch c gi bn l l 15 (Tesco, 2010). Sn phm ny c gi tr trong danh mc u t ch bi v Nokia mun tt c mi ngi u bit n v s dng in thoi thng hiu Nokia. H khng nhm n mc tiu to ra li nhun vi sn phm ny. Do , cc ma trn ch nn c xem nh mt cng c h tr cc nh qun l trong vic phn tch, nh gi cc n v u t ca mnh.Cc nh qun l nn quan tm nhiu hn na n cc phn ng ca ngi s dng. - Trc y, khch hng khng c c hi a ra kin ca mnh v sn phm v lm th no ci thin n. Ngy nay, tt c cc cng ty hin i (khng phn bit l bn cc sn phm o hay sn phm hu hnh) u cung cp cc knh khc nhau cho khch hng a ra nhng phn hi v cc sn phm. Cc cng ty c s tip xc gn gi vi khch hng nh Google l nhng cng ty dn u trong th k 21. Hng ngy, c hng triu ngi s dng tho lun trn cc blog, cc cng ng, cc trang mng x hi v cc sn phm ca Google, cc bc tip theo, thm ch l c qu trnh, cc giai on pht trin ca Google. Nhng li nhn xt, nh gi t chnh cc khch hng ny hu ch hn rt nhiu so vi nhng nh gi ch quan m cc nh qun l a ra da trn cc ma trn. H khng cn phn tch danh mc u t xc nh cc sn phm yu km, v chnh cc khch hng t nguyn lm iu ny cho h. Yu cu duy nht l cc cng ty ny phi chp nhn nhng li ph bnh i khi c th l qu khch.

Nhm 8 Lp MKT401(2-1112).2_LT

 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 42

KT LUN
M hnh Mc. Kinsey c to ra nhm mc ch gip chng ta c th lm vic d dng hn trong vic ra quyt nh la chn n v kinh doanh chin lc. Nh u t c th s dng cng c ny phn tch sc mnh thng hiu ca mt cng ty quyt nh xem c nn u t vo cc sn phm ca n hay khng? Tuy nhin, vic phn tch cn phi tin hnh rt cn thn cng vi mt t duy phn tch nhy bn. Bn c th cho rng cc m hnh ny ch l im bt u cho cc nghin cu su hn, hoc bn cng c th cho rng n cung cp cho bn nhiu thng tin hn rt nhiu v khng ch l nhng nghin cu s b ban u, nhng bn s thy n thc s hu dng khi so snh tt c cc thng hiu trong lnh vc kinh doanh vi nhau tm ra im mnh, im yu ca mi cng ty. D vy, mt im yu ca cc m hnh trn l kt qu khng khch quan v c th b bp mo. Vic xc nh xem mt th trng l hp dn hay khng ty thuc vo cm nhn ca tng ngi. Tng t nh ma trn Boston khi m cc nh phn tch khc nhau cng c th c cc nh gi khc nhau cho mt thng hiu l cash cow hay l dog. V th kt qu lun lun mp m v cn phi s dng nhiu phn tch khc. Khi phn tch cc thng hiu cnh tranh vi nhau chng ta vn c th t chng vo chung mt ma trn Mc.Kinsey s em li nhiu kt qu hu ch. Vi cng c ny, cng ty c th xut pht t mt im chun no v s dng cc m hnh c mt so snh trc tip thng hiu ca mnh vi cc i th, nh c th ci thin c v tr ca mnh trn th trng. Tuy nhin, vn chnh y l cc s liu t cc i th thng khng c y v chnh xc. V vy, kh c th xc nh chnh xc xem thng hiu ca i th ang v tr no trong ma trn? D c nhng nhc im trn nhng ma trn Mc.Kinsey vn cung cp cc cng c kh y xc nh ci nhn tng quan cho doanh nghip v chun b cho nhng bc i tip theo.

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TI LIU THAM KHO

Cc ngun ti liu t nc ngoi: BBC (2007a) BBC NEWS Technology: Google ranked worst on privacy [online] Available from: http://news.bbc.co.uk/1/hi/technology/6740075.stm [Accessed 10 January 2010]. BBC (2007b) BBC NEWS Business: BBC strikes Google-YouTube - Deal [online] Available from: http://news.bbc.co.uk/1/hi/business/6411017.stm [Accessed 10 January 2010]. Brown, M. (2006) Hacking Google Maps and Google Earth. Indianapolis: Wiley. Caspers, T. (2008) Bequem aber kritisch [online] Available from: http://www.sueddeutsche.de/computer/854/308796/text/ [Accessed 10 January 2010]. Chaffey, D., Ellis-Chadwick, F., Mayer, R. and Johnston, K.(2009) Internet Marketing: Strategy, Implementation and Practice. 4 Edition. Harlow: FT/Prentice Hall. DerStandard (2010) Dead in 2009 Wikisearch, Encarta and Jaiku [online] http://derstandard.at/1262208712094/Dead-in-2009-Wiki-Search-Encarta-und-Jaiku [Accessed 10 January 2010]. Devine, J and Egger-Sider, F. (2009) Going beyond Google: the invisible learning and teaching. London: London Facet Publishing. Doyle, P. and Stern, P. (2006) Marketing, Management and Strategy. 4 Edition. Harlow: FT/Prentice Hall. DigitalBeat (2009) TC50: Microsofts next attack on Google: Bing gets visual search [online] Available from: http://digital.venturebeat.com/2009/09/14/microsofts-next-attack-on-googlebing-gets-visual-search/ [Accessed 10 January 2010]. Financial Times (2009) FT Global 500 2009 [online] Available from: http://media.ft.com/cms/8289770e-4c79-11de-a6c5-00144feabdc0.pdf [Accessed 10 January 2010]. Fischer, M. (2009) Website Boosting 2.0: Suchmaschinen-Optimierung, Usability, OnlineMarketing. 2 Edition. Heidelberg: MITP. Google (2010) Corporate Information The Google culture [online] Available from: http://www.google.co.uk/corporate/culture.html [Accessed 10 January 2010]. Hopkins, J. (2006) Surprise! There is a third YouTube co-founder [online] Available from: http://www.usatoday.com/tech/news/2006-10-11-youtube-karim_x.htm [Accessed 10 January 2010]. Hurlay, C. (2010) YouTube Blog: Y,000,000,000uTube [online] Available from: http://youtube-global.blogspot.com/2009/10/y000000000utube.html [Accessed 10 January 2010]. Johnson, M. and Whang, S. (2002) E-Business and Supply Chain Management: An overview and framework [online] Available from:

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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 44 http://findarticles.com/p/articles/mi_qa3796/is_200201/ai_n9063153/ [Accessed 10 January 2010]. Kaisers Associates. (1988) Beataing the competition. Benchmarking.Washington: Washington Researchers. A practical guide to

Lynch, R. (2009) Strategic Management, 5 Edition. Harlow: Pearson Education. Mittelbayrische Zeitung (2010) Google: Stadt muss Streetview filmen lassen [online] Available from: http://www.mittelbayerische.de/region/regensburg/regensburg/artikel/google_stadt_muss_street _view_/412448/google_stadt_muss_street_view_.html [Accessed 10 January 2009]. Sistrix. (2007) Was kostet Suchmaschinenoptimierung [online] Available from: http://www.sistrix.de/news/634-was-kostet-suchmaschinenoptimierung.html [Accessed 10 January 2010]. Spiegel (2007) Ranking: Google ist die wertvollste Marke der Welt [online] Available from: http://www.spiegel.de/wirtschaft/0,1518,478914,00.html [Accessed 10 January 2010]. The Register (2009) Google chief: Only miscreants worry about net privacy [online] Available from: http://www.theregister.co.uk/2009/12/07/schmidt_on_privacy/ [Accessed 10 January 2010]. Webhits (2010) Webhits Webbarometer [online] Available http://www.webhits.de/deutsch/index.shtml?webstats.html [Accessed 10 January 2010]. Cc ngun tham kho trong nc: 1. http://dantri.com.vn/c119/s119-540411/chrome-chinh-thuc-vuot-mat-firefox.htm
2. 3.

from:

http://www.thongtincongnghe.com/article/25316 http://www.cuasotinhoc.vn/article/432-cuoc-chien-khong-hoi-ket-giua-cac-trinh-duyetweb

4. 5. 6. 7.

http://afublog.com/2012/01/04/trinh-duyet-web-tot-nhat-2011-google-chrome http://dantri.com.vn/c243/s243-550174/di-tim-ong-vua-cua-trinh-duyet-web.htm http://www.tinhte.vn/threads/487796/ http://www.pcworld.com.vn/articles/san-pham/phan-mem/2011/12/1229321/statcounterchrome-vuot-firefox-gianh-vi-tri-trinh-duyet-so-2/

8.

http://biz.cafef.vn/2011120211101752CA47/sao-doi-ngoi-tren-thi-truong-trinh-duyetva-noi-buon-mang-ten-firefox.chn

9. 10. 11.

http://www.mialui.com/2011/11/ang-sau-google-la-gi.html http://vi.wikipedia.org/wiki/Google http://blog.tungv.com/2008/08/blog-l-g-nh-ngha-v-blog.html

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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 45 12. http://www.google.com.vn/giaidap/thread?tid=3371420baffdb27c

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 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 46

BN PHN CNG NHIM V V NH GI THNH VIN

STT H tn MSV 1. B Th 0951010536 Hng Phi Nhim v Nhm trng c thc, kim tra v gim st cc thnh vin. Tng hp, cha, chnh sa, b sung v hon thin tiu lun. Ln dn , vit phn II.3.1 - nh gi v nhn xt v tham gia vit phn I - Tng 2. Phm Vn Nho 0952010093 quan v Ma trn Mc. Kinsey. Vit phn I - Tng quan v Ma trn Mc. Xut sc Kinsey. Thuyt trnh phn I - Tng quan v Ma trn 3. L Th 0951010532 Mc. Kinsey. Vit m bi v phn II.1 - Tng quan v Xut sc Google. Tm cc ngun ti liu tham kho chnh cho nhm. 4. 5. Nguyn 0857030024 Tham gia chnh sa bi. Thuyt trnh phn II.3 v kt lun. Xut sc nh gi Xut sc

Nhung

Nga Nhi Trn L 0951010548 Quyn

Tham gia lm slide v chnh sa bi. Vit phn nhn xt chung trong II.3.1 - nh Xut sc gi v nhn xt. Lm slide. Vit phn II.2.1 - Cng c tm kim Lin lc v nhc nh cc thnh vin. Xut sc

6.

Trn Th 0951010539 Mai Phng Nguyn Vn Quyn Nguyn Th Thu

7.

0951010193

Thuyt trnh phn II - Vn dng ma trn Mc. Xut sc Kinsey vo cc sn phm chnh ca Google.

8.

0951010790

Vit phn II.2.3 - Chrome Browser.

Xut sc

9.

Phng Trn Th 0951010835 Hng Nhung Bi Th 0951010794

Vit phn II.2.2 - YouTube.

Xut sc

10.

Vit phn II.2.5 - Adwords v Adsense.

Xut sc

Nhm 8 Lp MKT401(2-1112).2_LT

 ti: Vn dng ma trn Mc. Kinsey vo cc sn phm chnh ca Google. 47 Qu o Hng Nhung 12. Nguyn Th 13. 14. Nhung T Tun 0951020100 Phng Trnh Qunh Phng 0951010063 0951010787

11.

0951010701

Vit phn II.3.2 - Bi hc kinh nghim v II.2.4 - Xut sc Maps, Earth v Street View. Tham gia vit phn I - Tng quan v ma trn Mc. Xut sc Kinsey v II.2.6 - Cc sn phm khc (Google Docs v Picasa) Tham gia vit phn II.2.6 - Cc sn phm khc Tt (Gmail v Google Images) Tham gia vit phn II.2.4 - Maps, Earth v Street Tt View.

Nhm 8 Lp MKT401(2-1112).2_LT