S TAY HNG DN

THIT K HNG TI
PHT TRIN BN VNG
HNG I THC TIN
CHO CC NC ANG PHT TRIN

BN THO

THIT K HNG TI PHT TRIN BN VNG

HNG I THC TIN CHO CC NC
ANG PHT TRIN

Ti liu ny c xy dng vi s h tr ti chnh ca Lin minh Chu u. Trung tm Sn xut Sch Vit Nam - VNCPC,
1 Lin
Trng i hc Tng hp K thut Delft -TUD v Phng K thut, Cng nghip v Kinh t ca Chng trnh Mi trng
Hp Quc - UNEP DTIE hon ton chu trch nhim v ni dung ca ti liu v trong mi trng hp khng th coi l phn nh
quan im ca Lin minh Chu u

MC LC
PHN I - ThP L G? TI SAO NN P DNG?
CHNG 1 - GII THIU
1.1
1.2
1.3

S thch hp ca Thit k hng ti Pht trin bn vng (ThP)..................................8

Cun sch ny dnh cho nhng i tng no? .........................................................10
B cc ca Cun sch ny ra sao? ..............................................................................10

CHNG 2 - THIT K HNG TI PHT TRIN BN VNG - ThP

2.1. Sn phm v s Pht trin bn vng................................................................................12
2.2. Sn phm v cc kha cnh mi trng - cc vn lin quan n Tri t ..................14
2.3. T duy vng i sn phm v h s ci thin..................................................................16
2.4. Sn phm v cc kha cnh x hi- nhng lin quan n con ngi ...............................17
2.5. ThP mang li li ch g cho cng ty tham gia? ................................................................18
CHNG 3 - I MI SN PHM
3.1 i mi sn phm .............................................................................................................22
3.2 Cc cp i mi ...........................................................................................................22
3.3 Qu trnh Pht trin Sn phm ..........................................................................................25
3.4 Lp chnh sch ..................................................................................................................26
3.5 Hnh thnh tng ...........................................................................................................31
3.6 Hin thc ha....................................................................................................................33

PHN II - LM TH NO THC HIN ThP?

CHNG 4 - NH GI NHU CU ThP
4.1. Cp 1: D n ...............................................................................................................38
4.2. Cp 2: Bi cnh nn kinh t quc dn ........................................................................38
4.3. Cp 3: Lnh vc ..........................................................................................................48
4.4. Cp 4: Cng ty ............................................................................................................49
4.5. Cc nhu cu v ThP .........................................................................................................51
CHNG 5 - PHNG PHP 10 BC THIT K LI ThP
Bc 1: Thnh lp Nhm d n v ln k hoch....................................................................53
Bc 2: Phn tch SWOT cho cc ng lc v mc tiu ca cng ty ....................................55
Bc 3: La chn sn phm ...................................................................................................57
Bc 4: Cc ng lc ThP cho sn phm c la chn.......................................................57
Bc 5: nh gi tc ng ThP..............................................................................................57
Bc 6: Pht trin k hoch ThP v bn tm tt Thit k ThP...............................................63
Bc 7: xut tng v la chn .....................................................................................65
Bc 8. Pht trin khi nim ..................................................................................................70
Bc 9: nh gi ThP ............................................................................................................71
Bc 10: Thc hin v theo di..............................................................................................71
CHNG 6 - THAM CHIU ThP
6.1 Gii thiu v Tham Chiu ThP .........................................................................................73
6.2. Li ch ca Tham Chiu ThP...........................................................................................74
6.3. Tham Chiu ThP trong thc tin. ....................................................................................75
6.4 Lm th no thc hin mt d n Tham Chiu ThP? ..................................................75
6.5. Cc bc thc hin Tham Chiu ThP..............................................................................76
6.6. Tham Chiu ThP cho cc nhm sn phm c th............................................................83

PHN III - THNG TIN THAM KHO

CHNG 7 - CC V D THC HIN ThP IN HNH CC NC ANG
PHT TRIN
7.1. Xy dng i ng ThP ti Cng ty Fabrica Venus, Guatemala.......................................87
7.2. Phng php Phn tch SWOT (im mnh, im yu, c hi v ri ro), phn tch tc
ng v chin lc ThP Cng ty Talleres Rea, Guatemala .................................................88
7.3. D n chui sn xut ca Hacienda El Jobo El Salvador .............................................90
7.4. Cc kha cnh x hi ca pht trin bn vng: Sn phm xy dng t cht thi (t
thi) cng nghip m Nam Phi ............................................................................................92
7.5. Cc sn phm mi v vic ti s dng : Ti xch ti ch (RAGBAG) ti n v H
Lan ..........................................................................................................................................93
7.6. Thit k li sn phm : Chai nha Cng ty Microplast, Costa Rica.............................94
7.7. Thit k li sn phm: Cng ty bao b MAKSS Kampala, Uganda..............................97
7.8. Sn phm sng to: n nng lng mt tri cho th trng Campuchia.......................98
7.9. Thit k li sn phm: xe moc dng trong vn chuyn nng sn Ghana..................100
7.10. p dng phng php lun Tham chiu vi thit k t lnh ca cng ty Waiman
Industries, Costa Rica ...........................................................................................................103
7.11. Tham chiu trong sn xut my ch sn ca Cng ty Intermech, Tanzania................104
7.12 Tham chiu: Mn hnh my tnh Philips.......................................................................107
CHNG 8 - CC QUY TC ThP
8.1. La chn vt liu t c hi............................................................................................110
8.2. Gim vic s dng vt liu ............................................................................................111
8.3. Ti u ho cng ngh sn xut ......................................................................................111
8.4. Ti u ha h thng phn phi ......................................................................................112
8.5. Gim tc ng trong qu trnh s dng .........................................................................113
8.6. Ti u ho vng i sn phm.......................................................................................114
8.7. Ti u ho giai on thi b sn phm ..........................................................................115
CHNG 9 - CC K THUT SNG TO
K thut sng to l g?.........................................................................................................117
K thut sng to nhm v c nhn ......................................................................................117
Thnh vin ............................................................................................................................117
t vn .............................................................................................................................118
Vai tr trng nhm .............................................................................................................118
Cc bc trnh t cho mt bui hp sng to .......................................................................118
Xc nh vn ....................................................................................................................118
Giai on phn k .................................................................................................................119
Giai on tp hp..................................................................................................................119
Giai on hi t.....................................................................................................................120
S dng cc loi k thut sng to no? ...............................................................................121
Cc v d v cc cng c sng to ........................................................................................121

PHN IV - CC BIU MU
CC BIU MU KM THEO CHNG 5.......................................................................128
CC BIU MU KM THEO CHNG 4.......................................................................153
CC BIU MU KM THEO CHNG 6.......................................................................169
TI LIU THAM KHO ....................................................................................................189

LI NI U
Mt iu d thy l cc phng thc tiu dng v sn xut hin nay khng mang tnh bn vng. Cc
qu trnh ton cu ha v t do ha thng mi nhanh chng, c thc y bi cc tin b ca cng
ngh thng tin, lm thay i n tn gc r din mo ca khu vc t nhn tt c cc nc, pht
trin cng nh ang pht trin. Cc qu trnh ny mang n nhng c hi v thch thc mi. Cc
cng ty, d ln hay nh, c nhng n lc to ln hng ti Pht trin bn vng vi trng tm l 3
cnh tam gic (tm dch t nguyn bn triple bottom line, hm ti mt y ca Kim t thp Pht
trin Bn vng l mt tam gic vi 3 cnh ni gia cc nh: Kinh t, X hi v Mi trng). Thit
k hng ti Pht trin bn vng (ThP) c tim nng ci thin hiu sut, nng cao cht lng sn
phm v m rng cc c hi v th trng (ni a v xut khu), ng thi c th gim bt cc tc
ng xu n mi trng. nhiu nc pht trin, nh c nhn thc tt, cc n lc ThP thng gn
vi cc khi nim rng hn v s pha trn gia sn phm-dch v, v i mi h thng v v vng
i sn phm. Ngc li, cc nc ang pht trin, do trnh nhn thc cn thp, cn c nhng
h tr k thut kp thi trin khai khi nim ThP. ng thi, trin khai thnh cng ThP h cn
cn n s phi hp hot ng hiu qu. Cun hng dn ny l mt v d ca s phi hp .
S quan tm ngy cng nhiu ti ThP l thnh qu ca cc n lc ca Chng trnh Mi trng Lin
Hp Quc- UNEP trong cc hot ng lin quan ti Sn xut Sch hn, cc h thng cng nghip c
hiu qu mi trng (thn thin mi trng) v qun l ton b vng i sn phm. y l bc tip
theo trong qu trnh m rng khi nim phng nga nhim- s m rng i t trng tm gii hn
trong cc qu trnh sn xut (Sn xut Sch hn), ti cc sn phm (Thit k Thn thin Mi trngEcoDesign), cc h thng sn phm (ThP bao gm vn chuyn nguyn vt liu, thu gom sau s dng
v ti s dng cc b phn hay vt liu) v i mi h thng.
Trn c s cc kt qu cng vic thc hin cng vi Trng i hc Tng hp K thut Delft v cc
chuyn gia v Thit k Thn thin mi trng, UNEP xut bn cun sch hng dn Thit k
Thn thin Mi trng: mt hng i ha hn ti Sn xut v Tiu dng Bn vng vo nm 1997.
T , khi nim v thit k li sn phm c ph bin trong nhiu sch v ti liu h tr trong
lnh vc thit k, v c xut bn bng nhiu th ting. Trn c s kt qu v kinh nghim ,
Thit k Thn thin Mi trng pht trin thnh Thit k hng ti Mi trng (Design for
Environment- DfE) ri ti khi nim bao qut hn- Thit k hng ti Pht trin Bn vng - ThP
(Ting Anh: Design for Sustainability-D4S). ThP bao hm c nhng kha cnh nh cc vn v x
hi ca pht trin bn vng v nhu cu v pht trin nhng cch thc mi p ng ngi tiu dng
vi lng tiu th ti nguyn t hn. ThP vt qua gii hn ca vic sn xut ra sn phm xanh,
n hng n vic p ng cc nhu cu tiu dng thng qua pht trin bn vng theo mt phng
thc c h thng v tng qut.
Mt trong cc hot ng ca UNEP trong lnh vc ThP l pht hnh mt cun sch hng dn cho
cc nh thit k v nhng ngi lm vic chuyn nghip trong lnh vc pht trin sn phm cho cng
nghip cng nh cho cc ngnh khc. Cun sch hng dn ny c dng h tr v ch dn h
v khi nim ThP ang thnh hnh. Cun sch ny hu ch c cho nhng ngi mi lm quen vi
khi nim Thit k Thn thin mi trng ln nhng ai quan tm n s i mi c tnh bc ngot
hng ti Pht trin bn vng.
Cun sch hng dn tng quan v ThP ny tp trung vo i tng l cc cng ty va v nh thuc
cc nc ang pht trin. Nhng li ch do ThP mang li cng c cp trong cun sch ny.
Kho st ti cc trung tm t vn cho thy ThP c hiu qu thc s cho cc ngnh cng nghip. Nhu
cu v ti u ha vic s dng cc ngun lc trong qun l chui cung cng thc y vic p dng

ThP. Ngy nay, ti cc nc pht trin, cc quy nh v loi b sn phm (sau khi s dng) buc cc
cng ty phi suy ngh li v cch thit k sn phm ca h. Trong khi , cc nc ang pht trin,
cc sn phm c xu hng bt chc (hay sao chp) nhng th ang c sn trn th trng. Ngy
nay, nhiu cng ty cc nc ang pht trin mun gia nhp th trng cc nc pht trin. lm
c iu , h cn phi tnh ti cc tiu chun t ra cho sn phm ti th trng mi. Mt cch
khi qut, c th ni rng cc cng ty (ca cc nc ang pht trin) cn cha bit lm th no
ng thi va nng cao hiu qu sn xut li va gim cc tc ng mi trng.
Cc nn kinh t ang pht trin c nhng nhu cu khc bit v cng cp thit hn so vi cc nn kinh
t pht trin. Nhn thc v ti u ha vic s dng cc ngun lc- hiu sut hoc bo v mi trngl tng i thp. Con ng tt nht tc ng n cc cng ty ny l thng qua cc n v trung
gian- chng hn nh cc trung tm sn xut sch thuc h thng UNIDO-UNEP (UNIDO: T chc
Pht trin Cng nghip Lin Hp Quc, UNEP: Chng trnh Mi trng Lin Hp Quc), hoc l
thng qua cc quan h chui cung vi cng ty ln, bao gm c cc cng ty a quc gia. Mi quan
tm v gim ngho v s xung cp mi trng nhanh chng cng nhn mnh tim nng p dng
ThP vo hot ng sn xut kinh doanh cc nn kinh t ang pht trin. ThP l mt hng i cho
php nhy cc ln mt trnh cao hn hn so vi phng thc sn xut s dng nhiu ti nguyn
v gy nhim m cc nc pht trin i. UNEP, vi nhim v bo v mi trng v gim ngho
trn ton th gii, l mt trong nhng nhn t thc y mnh m hng i ny.
Bn d tho ca cun hng dn v ThP c bin tp v sa i trn c s kt qu ca mt t
tp hun do InWent ti tr, c t chc vo thng 10 nm 2005 vi s tham gia ca i din 9
nc. Ti liu ny gii thiu khi nim v ThP v cc hng dn p dng ThP ti thc tin cng ty.
Cc cng ty c th s dng ti liu ny h tr trin khai ThP trong ni b (thng qua chui cung
hoc n thun trong cng ty). Cc t chc t vn cng c th dng ti liu ny khi lm vic vi cc
cng ty. Cng tc ph bin khi nim ThP s c thc hin bt u t cc Trung tm Sn xut Sch
thuc UNIDO-UNEP. y l cc u mi quc gia ti hn 30 nc trn th gii. Tip tc hon thin
cun hng dn ny, cc v d v in hnh c cp nht t cc d n trnh din k thut ti
Costa Rica v Maroc trong nm 2006. Cc bi hc rt ra t cc d n ny cng s c a vo
phin bn ting Php v Ty Ban Nha ca Hng dn v s c a ln trang web ca UNEP vo
nm 2007.
UNEP knh mi cc i tc: cc cng ty, cc hip hi cng nghip, cc c quan chnh ph, cc nh
gio dc- hp tc bng cch s dng ti liu Hng dn ny trong cc chng trnh o to v pht
trin cc ti liu hng dn ThP cho cc chuyn ngnh phc v cho pht trin cc sn phm v dch
v mang tnh bn vng. c bit, chng ti mong nhn c nhng in hnh p dng v cc kinh
nghim rt ra t vic p dng ThP trong thc tin.
ThP c th ng gp rt nhiu vo s nghip thay i phng thc sn xut v tiu dng khng bn
vng hin nay. Chng ti tin tng rng, vi nhng n lc chung ca tt c cc i tc, cun Hng
dn ny s c nhng ng gp ng k vo s nghip .
Monique Barbut,
Gim c
UNEP DTIE

PHN I
ThP L G? TI SAO NN P DNG?

GII THIU
Cho mng bn n vi cun sch Hng dn ca UNEP v Trng i hc
Tng hp K thut Delft v ThP: mt hng i thc tin cho cc nn kinh t ang
pht trin! Trong phn gii thiu ny, s thch hp ca ThP i vi cc nc ang
pht trin c nhn mnh. Tip theo, chng ti trnh by v cc i tng ca
cun Hng dn ny cng nh b cc tng quan ca cun sch.

1.1 S thch hp ca Thit k hng ti Pht trin bn vng

(ThP)
S i mi sn phm
Cc cng ty trn ton th gii cn phi i mi sn phm v quy trnh sn xut ca h nhm: theo kp
sc p cnh tranh, nng cao nng sut trong khu vc hoc ton cu, gi vng hoc m rng th phn
v to kh nng thu ht u t nc ngoi. Tuy nhin, cc cng ty cc nc ang pht trin c th
nm ngoi quy lut ny do mt s l do kinh t v cu trc.
i mi sn phm ang tr thnh mt trong nhng la chn chin lc ca doanh nghip, ca ton
b chui cung ng1 (chui cung) hay c mt ngnh cng nghip trong cc nc ang pht trin
cnh tranh trong th trng ton cu. Nh nhng tin b v thng tin, truyn thng v c s h tng,
th trng trong nc v th trng quc t ang tr nn ngy cng cnh tranh v y th thch- iu
ny buc cc cng ty phi thch ng.
Mi quan tm n i mi sn phm tng ln nhanh chng trong mt vi thp k gn y. Cng
nghip ha, th trng m, yu cu cht lng cao hn t ngi tiu dng v cnh tranh ngy cng
gay gt gia cc cng ty trong nc cng nh quc t to ra mt nhu cu thc s v i mi sn
phm trong cng nghip. Cc ngnh cng nghip khng th tn ti lu di nu khng coi i mi sn
phm l mt phn tch hp ca qun l cng ty, cng nh nu khng c cc qu trnh pht trin sn
phm. Gii cng nghip trn ton cu thch ng vi s pht trin ny bng cch lp ra cc b phn
i mi sn phm hoc bng cch thu cc chuyn gia i mi sn phm t bn ngoi. Nhiu cng ty
ln v va c t nht mt chuyn gia v i mi sn phm trong i ng qun l ca h.
cc nc ang pht trin, tm quan trng ca i mi sn phm cng tng ln nhanh chng. Chng
hn nh n , i mi sn phm tr thnh mt nguyn tc quan trng, nht l sau khi th
trng n m ca cho nc ngoi vo cnh tranh.
Cc cng ty va v nh (SME2) cng cn ch trng n pht trin sn phm. Bn cnh vic s dng
cc chuyn gia trong ngnh, pht trin sn phm c th thc hin bng cch hp tc vi cc hip hi,
hoc thu cc chuyn gia bn ngoi t cc t chc t vn, trng i hc hay cc n v chuyn su
khc.
Sn phm v Pht trin bn vng
Th gii ngy cng quan tm n cc vn mi trng nh thay i kh hu, nhim v gim st
a dng sinh hc, cng nh n cc vn x hi lin quan n i ngho, sc khe, iu kin lm
vic, an ton v bt bnh ng. Cc mi quan tm ny thc y vic p dng cch tip cn pht
trin bn vng vo cc ngnh cng nghip. Trn v i chnh tr quc t ngy nay, cc chnh ph,
gii cng nghip v cc t chc x hi thng qua khi nim tiu dng v pht trin bn vng.
iu ny c minh chng trong Hi ngh Thng nh Quc t v Pht trin bn vng.
Thit k sn phm vi s p dng cc tiu ch ca Pht trin bn vng - ThP- l mt trong nhng
cng c hu hiu nht cho cc doanh nghip v chnh ph gii quyt cc vn nu trn. ThP l
khi nim rng hn Thit k Thn thin Mi trng (EcoDesign3) hay Thit k hng Mi trng
(Design for Environment). nhiu nc pht trin, ThP gn lin vi cc khi nim rng hn- chng
hn nh cc h thng sn phm-dch v bn vng, i mi h thng v gim chi ph ton b vng i
sn phm. Tuy vy, cc nc ang pht trin, s thiu nhn thc vn cn l mt ro cn ln.

nh ngha rng v ThP l: coi cc mi quan tm v mi trng v x hi nh l cc yu t ch cht

trong chin lc i mi sn phm di hn. iu ny c ngha l cc cng ty kt hp cht ch cc
yu t mi trng v x hi vo pht trin sn phm thng qua ton b vng i sn phm, qua ton
b chui cung v vi s ch trng ti mi trng kinh t-x hi xung quanh (i vi cc cng ty nh
mi trng kinh t-x hi ny l cng ng a phng, cn i vi cc cng ty a quc gia, mi
trng ny l th trng ton cu).
Chng trnh Mi trng Lin Hp Quc v Trng i hc Tng hp K thut Delft
Cun sch Hng dn ny c Chng trnh Thit k hng ti Pht trin bn vng (ThP)Trng i hc Tng hp K thut Delft- H Lan (TU Delft) son tho cho Ban Sn xut v Tiu
th thuc Phng K thut, Cng nghip v Kinh t (DTIE) ca Chng trnh Mi trng Lin Hp
Quc (UNEP). C hai t chc ny hot ng tch cc trong lnh vc thc y thit k sn phm
mang tnh bn vng hn k t khi cc khi nim ny c a ra vo nhng nm 1990.
Nhiu t chc pht trin cc cng c v phng php gip cc cng ty (v c nhng n v lm
vic cng vi cc cng ty) xem xt li v cch thc thit k v sn xut ra sn phm ca h nhm
mc ch tng li nhun v tnh cnh tranh, ng thi li gim cc tc ng mi trng. Vo nm
1997, UNEP cng vi TU Delft v cc chuyn gia khc trong lnh vc EcoDesign2 xut bn
cun sch: EcoDesign: mt tip cn ha hn ti Sn xut v Tiu dng Bn vng. Khi nim v
Thit k Sn phm Thn thin Mi trng (EcoDesign) t c ph bin trong rt nhiu cun
sch v ti liu chuyn ngnh, c xut bn bng nhiu ngn ng. Trn c s nhng kinh nghim
thu c, EcoDesign pht trin v bao hm thm cc kha cnh nh cc vn v x hi ca pht
trin bn vng v nhu cu v pht trin phng thc mi p ng nhu cu tiu dng vi lng tiu
th ti nguyn t hn. ThP vt qua gii hn ca vic sn xut ra sn phm xanh, n hng n
lm th no p ng tt nht cc nhu cu tiu dng mt cch bn vng hn mc c h thng.
Cc hot ng ca UNEP trong lnh vc ThP rt a dng. Trng tm ca cc hot ng ny l pht
trin mt cun sch hng dn tng qut cho cc nh thit k v cc ngnh cng nghip. Cun sch
a ra nhng ch dn v h tr v khi nim ThP (ThP: hng dn tng qut, UNEP 2006). Cun
sch ny hu ch khng ch vi nhng ngi mi lm quen vi Ecodesign m cn vi nhng ai quan
tm n s i mi c tnh bc ngot hng ti Pht trin bn vng. Cun sch ny l kt qu ca
s hp tc lu di ca cc chuyn gia ThP quc t t cc nc H Lan, Thy in, , Php, c,
Nht v c vi cc t chc UNIDO, EPA- Thy in, InWent- c. Cun sch cng phn nh s
pht trin ca khi nim ThP k t khi cun hng dn u tin c pht hnh vo nm 1997.
Tuy nhin, vn cn nhng kha cnh lin quan n c th ngnh hoc quc gia cn cn c xc
nh. cc nc ang pht trin, cc sn phm c xu hng bt chc (hay sao chp) nhng th
ang c sn trn th trng. Nhiu cng ty cc nc ang pht trin mun gia nhp th trng cc
nc pht trin. lm c iu , h cn phi tnh ti cc tiu chun t ra cho sn phm ti th
trng mi. Mt cch khi qut, c th ni rng cc cng ty (ca cc nc ang pht trin) cn cha
bit lm th no ng thi va nng cao hiu qu sn xut li va gim cc tc ng mi trng.
Nhn thc c iu ny, ti liu do UNEP ti tr son tho a ra mt phng php lun n
gin chia thnh tng bc mt. Phng php lun ny tp trung vo nhu cu ca cc doanh nghip
va v nh, c bit l cc nc ang pht trin. UNEP knh mi cc i tc: cc cng ty, cc hip
hi cng nghip, cc c quan chnh ph, cc nh gio dc- tham gia v cng tc vo qu trnh tip tc
pht trin ThP theo cc chuyn ngnh v cc gi sn phm chuyn su.
Chng trnh ThP ca Trng i hc Tng hp K thut Delft ca H Lan tch ly c nhiu
kinh nghim trong i mi sn phm hng ti Pht trin Bn vng cc nc ang pht trin. Mt
s chng trnh i mi sn phm c thc hin chu Phi, chu v M La tinh trong hn 10
nm qua. Cc d n mi cng thng xuyn c khi ng. Cc d n ny c thc hin vi s
hp tc cht ch ca cc ngnh cng nghip a phng, cc cng ty a quc gia, cc trng i hc,
cc t chc chnh ph v phi chnh ph. Mt s v d in hnh mt s cng ty c dng lm
v d trong cun sch ny.

1.2 Cun sch ny dnh cho nhng i tng no?

Cun sch ny c son tho cho cc t chc trung gian hoc t vn cng tc vi cc cng ty va
v nh cc nc ang pht trin, chng hn nh cc Trung tm Sn xut Sch thuc h thng
UNIDO-UNEP, cc hip hi kinh doanh, cc nh t vn hay cc trng i hc. Bn cnh cc t
chc trung gian, cc cng ty tham gia vo cc d n hay chng trnh v ThP cng c th s dng
cun sch ny. Cc chng v Thit k li v Tham chiu- Benchmarking- l nhng chng dnh
ring cho cc nhm d n ca cc cng ty v t chc t vn trung gian trong thc hin d n v i
mi sn phm.
Mt cch l tng, cc bc tip cn ThP cn c phi hp thc hin gia nhiu i tc v cun
sch ny c s dng nh mt phng php lun tham kho v l mt ngun cung cp thng tin
cng nh kinh nghim.

1.3 B cc ca Cun sch ny ra sao?

Cun sch c 3 phn, mi phn c 3 chng.
Trong phn I, ThP l g v v sao nn trin khai? (T chng 1 n chng 3), m t khi nim
ThP mt cch chi tit v din gii v sao cc cng ty cc nc ang pht trin nn p dng n.
Chng 2 a ra mt tng quan v mi quan h gia Pht trin bn vng v i mi Sn phm, v
v sao mi quan h ny dn n ThP. Cc l do v c hi cho cc cng ty va v nh cc nc
ang pht trin p dng ThP cng c gii thch. Vi nhiu cng ty, y c th l ln u tin h
lin quan ti mt qu trnh pht trin sn phm c h thng. Do vy, Chng 3 cung cp mt s
thng tin c bn v khi nim i mi sn phm v gii thch cc bc ca qu trnh pht trin sn
phm. Nm vng c phn I s gip cc cng ty cng nh cc nh t vn xc nh c cch tip
cn hp l vi pht trin sn phm v bn vng.
Phn II, Trin khai ThP trn thc t (chng 4 n chng 6), l xng sng ca cun sch ny.
Phn ny gii thch 3 cch tip cn thc t v tng bc mt thc hin mt d n ThP trong cng
ty. Chng 4, Phn tch cc Nhu cu v ThP ch ra cch nh gi v tr kinh t ca quc gia v cch
la chn cc ngnh cng nghip u tin cho cc d n trnh din v ThP. Chng ny nhm h tr
cc t chc t vn trong xy dng cc chng trnh hoc d n ThP. Chng 5 vch ra cch tip cn
tng bc thc hin mt d n Thit k Li hng ti cc tiu ch Pht trin bn vng ci tin
dn mt sn phm ang sn xut. Trong Chng 6, cch tip cn Tham chiu ca ThP c trnh
by. Mt cch ngn gn, tip cn ny tham chiu cc sn phm ca i th cnh tranh trong pht
trin sn phm mi. y l cch rt hu hiu khi pht trin cc sn phm da trn cc sn phm sn
c trn th trng. Cc phng php Thit k li sn phm v Tham chiu sn phm c tc dng
b sung cho nhau v c th s dng kt hp.
Mi mt tip cn nu ra trong Phn II u km theo cc biu mu thit k sn. Cc biu mu ny
c cung cp trong phn Ph lc ca sch.
Trong Phn III, cc thng tin tham kho v ThP v cc thng tin b sung c cung cp h tr
cho vic trin khai d n ThP. Chng 7 bao gm cc Nghin cu in hnh t cc nc ang pht
trin. y l cc v d v cc chin lc v cc giai on c th c m t trong Phn II. Chng
8 a ra cc quy tc d ng dng cho thc hin d n ThP. Cc quy tc ny ch yu l nhng gi
c bn khi p dng cc gii php ci tin sn phm hng bn vng. Chng 9 cung cp mt tng
quan v cc k thut sng to m i ThP c th p dng trong qu trnh i mi sn phm mang
tnh mi v sng to. Cui cng l cc xut v ti liu c thm.
Trong mt s on c cc tham kho t cc sch khc bng cch ghi tn sch v nm xut bn. Cc
sch ny cng vi mt s sch tham kho khc c lit k trong phn: Cc ngun ti liu v ti
liu c thm, sau chng 9.
Phn IV ca sch l cc biu mu cn thit cho trin khai cc hot ng ca cc d n Thit k li
sn phm v Tham chiu sn phm.
Bn gc ting Anh ca cun sch ny c km theo mt a CD, bao gm cc ti liu di dng cc
file pdf ca ton vn cun sch. Cc ni dung ny cng c trong trang web: www.d4s-de.org

10

B cc ca sch c trnh by trong Hnh 1 di y

ThP cc nc ang pht trin

Phn 1
ThP l g?
Ti sao nn p dng

Chng 1. Gii thiu.

Chng 2. Thit k cho pht trin bn vng
Chng 3. Sng to sn phm

Biu mu trong CD
Phn 2
Lm th no thc
hin ThP?

Phn 3
Thng tin tham
kho

Chng 4. nh gi nhu cu ThP

Chng 5. Thit k li ThP
Chng 6. Tham chiu ThP

N> nh gi nhu cu
R> Thit k li
B> Tham chiu

Chng 7. Cc v d in hnh ThP

Chng 8. Nguyn tc ThP
Chng 9. K thut sng to
Tm thm thng tin tin
trn CD v trn website:
94Hwww.D4S-DE.ORG

c thm

Hnh 1. Ni dung cun sch

Ch thch
1

- Chui cung ng, hay chui cung hoc mng li cung ng: l mt h thng cc t chc, con
ngi, hot ng, thng tin v ngun lc lin quan n qu trnh a mt sn phm hoc dch v t
nh cung cp n vi ngi tiu dng. Cc hot ng ca chui cung chuyn ha cc vt liu th u
vo v cc linh kin thnh sn phm cui cng v chuyn ti ngi tiu dng cui. Chui cung lun
gn vi chui gi tr.

- SMEs: vit tt ca ting Anh Small and Medium Enterprises- cc cng ty va v nh. Chng ti
gi nguyn vit tt ting Anh do vit tt ny thnh thng l trong nhiu ti liu ca ta.

- EcoDesign: Thit k thn thin Mi trng. Chng ti gi nguyn tn ting Anh trong bn dch
ting Vit do tn ny cng quen thuc vi c gi Vit Nam.

11

THIT K HNG TI PHT TRIN

BN VNG (ThP)
ThP da trn s kt hp gia i mi sn phm v s pht trin bn vng.
Trong chng ny, vai tr v tm quan trng ca pht trin bn vng trong i
mi sn phm c trnh by. Ba yu t c bn (3P)1 ca pht trin bn vng
l mi trng, x hi (con ngi) v kinh t. Mi quan h ca hai yu t u:
mi trng v x hi, vi i mi sn phm cng c gii thch. Quan h gia
i mi sn phm vi li nhun s c phn tch Chng 3. Chng 2
cng trnh by cc l do v c hi cc cng ty xem xt ng dng ThP.

2.1. Sn phm v s Pht trin bn vng

Mt iu d thy l cc phng thc tiu dng v sn xut hin nay khng mang tnh bn vng. Cc
qu trnh ton cu ha v t do ha thng mi nhanh chng, c thc y bi cc tin b ca cng
ngh thng tin, lm thay i n tn gc r din mo ca khu vc t nhn tt c cc nc, pht
trin cng nh ang pht trin. Cc qu trnh ny mang n nhng c hi v thch thc mi. Cc
cng ty, d ln hay nh, c nhng n lc to ln hng ti Pht trin bn vng vi trng tm l 3
cnh tam gic (tm dch t nguyn bn triple bottom line, hm ti mt y ca Kim t thp Pht
trin Bn vng l mt tam gic vi 3 cnh ni gia cc nh: Kinh t, X hi v Mi trng). Thng
qua qun l chui cung, p dng h thng bo co doanh nghip v cc tiu chun quc t, cc cng
ty ang nng cao hiu qu sn xut, thit k cc sn phm v dch v mi nhm p ng nhu cu
khch hng.
C nhiu chin lc hng ti li nhun khc nhau. Thit k sn phm hng ti Pht trin bn
vng, hay ThP (trong c bao hm cc khi nim v Thit k thn thin mi trng) ang l mt
cng c c cng nhn rng ri v ang c nhiu cng ty trin khai. ThP cho php nng cao hiu
sut qu trnh, cht lng sn phm v em li cc c hi mi trn th trng (c th trng ni a
ln xut khu). Mt khc, ThP gip gim thiu tc ng tiu cc n mi trng. nhiu nc pht
trin, nh c nhn thc
tt, cc n lc ThP
thng gn vi cc khi
CON
nim rng hn v s pha
NGI
trn gia sn phm-dch
v, v i mi h thng
v v vng i sn phm.
Ngc li, cc nc
ang pht trin, do trnh
SN
nhn thc cn thp,
PHM
cn c nhng h tr k
thut kp thi trin khai
LI
TRI
khi nim ThP.
NHUN
T

Nhiu t chc pht

trin cc cng c v
phng php h tr
Hnh 2 Quan h Con ngi - Li nhun - Tri t v Sn phm
cc cng ty (v c cc n
v lm vic vi cc cng
ty) trong cch t duy mi
v thit k v sn xut ra sn phm sao cho va tng li nhun li va gim nh hng mi trng.
Trn c s cc kt qu v kinh nghim thu c, h pht trin khi nim Thit k thn thin mi
trng ln mt tm cao mi-ThP. S pht trin k tha ny lm cho ThP bao hm thm cc yu t
pht trin bn vng v x hi v mi trng, vi mc ch p ng nhu cu tiu dng theo phng
thc s dng t ti nguyn hn. ThP vt ra ngoi iu c gi l sn phm xanh, gi y n
c ngha l lm th no p ng tt nht nhu cu tiu dng- c v x hi, kinh t v mi trngtrn mt cp c h thng. Ba yu t c bn ca Pht trin bn vng cn c cp nh l tri
t, con ngi v li nhun. Cc yu t ny c quan h vi i mi sn phm (Xem Hnh 2).

12

i mi sn phm c lin quan trc tip n pht trin bn vng: c hai u hng n s thay i
trong tng lai. Pht trin bn vng c ngha l cht lng cuc sng ca tng lai. Cn i mi sn
phm c ngha l to ra cc sn phm v dch v mi, v cc sn phm v dch v ny ch c gi tr
khi n hp vi cc tiu chun ca tng lai. Trng tm ca chng ny l v pht trin bn vng.
Trong chng 3, chng ti s bn v cc phng php i mi sn phm khc nhau cng nh v qu
trnh pht trin sn phm.
m bo tnh bn vng, i mi sn phm cn phi thc hin c cc nhim v lin quan n
cc kha cnh con ngi, tri t v li nhun. Cc nhim v l: nhng mong mun ca x hi v
yu cu v phn phi cng bng trong chui gi tr2 ton cu (nhim v x hi); s i mi sn phm
phi din ra trong gii hn kh nng ca h sinh thi (nhim v mi trng).
Cc nhim v ny c phn trng khp nhau v cc cp khc nhau trn th gii. S khc bit v
cp l ln: mt ngi tiu dng trung bnh M s dng nhiu ti nguyn gp 17 ln mt ngi
tiu dng Mhic v vi trm ln so vi mt ngi tiu dng Cng g.
V d v cc nhim v i vi s pht trin bn vng bao gm:
1- Nhim v lin quan n yu t Con ngi - p ng cc yu cu x hi v cng bng:
-

Vi cc nc pht trin:
o

To thm vic lm cho ngi thnh th v nhng nhm thiu s

Ci thin cht lng cuc sng v an ton

Ho nhp ca cc cng ng thiu s

Gim mt cn bng thu nhp

Vi cc nc ang pht trin:

o

Nng cao s lng lao ng c tay ngh

Gim mt cn bng thu nhp

Ci thin iu kin lm vic

Xo b tnh trng s dng lao ng tr em

Xo m ch

Cc dch v y t c bn

Nc sch

Kim sot tng dn s

Ci thin a v x hi ca ph n

Xa b tnh trng di dn t

2- Nhim v lin quan n yu t Tri t - i mi (sn phm) trong gii hn kh nng cho php
ca h sinh thi:
-

Vi cc nc pht trin:
o

Gim s dng nng lng ha thch

Gim s dng cc ha cht c hi

Lm sch cc khu vc b nhim

Nng cao trnh phng nga nhim, tun hon v ti s dng

Vi cc nc ang pht trin:

o

Gim pht thi cng nghip

X l nc thi

Chn ng vic s dng qu mc cc ti nguyn ti to v nc

Chn ng ph rng, xi mn t, ra tri cht mu, ph hy h sinh thi

Gim t ci v phn gia sc

13

3- Nhim v lin quan n yu t Li nhun - to ra gi tr mt cch cng bng cho ngi tiu dng
v cc bn lin quan trong chui gi tr ton cu:
-

Vi cc nc pht trin:
o

Kh nng sinh li

Gi tr (li nhun) cho cng ty v cc bn lin quan

Gi tr cho ngi tiu dng

M hnh kinh doanh lnh mnh

Vi cc nc ang pht trin:

o

Nhn c li ch hp l ca mnh trong s ni kt vi chui gi tr ton cu

Ni kt gia cc cng ty va v nh vi cc cng ty ln v cc cng ty a quc

gia

Cng nghip ha v tng quy m sn xut

Gi c hp l cho hng ha v vt t

S hu v c hi nm gi c phiu ca doanh nghip

iu hin nhin l nhiu tng i mi sn phm s chng bao gi c hin thc ha nu phi
p ng c tt c cc tiu ch t ra trn y cng lc. Do vy, cc mc ch v mc tiu trung hn
ca mt d n ThP cn phi c xc nh r ngay t u.
Mt d n ThP c chun b k lng c th ng gp rt nhiu cho pht trin tng lai ca doanh
nghip. Mt cng ty mun duy tr hay gia tng kh nng cnh tranh cn phi ch trng cc vn v
tnh bn vng. Cc cng ty ln, cc chnh ph, cc t chc quc t v ngi tiu dng ngy cng a
ra nhiu yu cu v tnh bn vng cho chui cung. Vic u t vo i mi sn phm mang tnh bn
vng mang li cho cng ty cc li ch c ngn hn ln di hn. Trong qu trnh pht trin sn phm
mi hoc thit k li mt sn phm sn c, i pht trin sn phm phi p ng mt lot cc tiu ch
v cht lng, thm m, an ton, v.v. Vi phng php ThP, do cc tiu ch v x hi v mi
trng c a vo qu trnh pht trin sn phm nn cc tc ng tiu cc ca sn phm trong
sut vng i c gim thiu.

2.2. Sn phm v cc kha cnh mi trng - cc vn lin quan

n Tri t
Cui nhng nm 80 v u nhng nm 90 th k 20, tnh bn vng ch yu c coi l vn v
mi trng. Cc n lc ban u tp trung vo x l cui ng ng3 (hay cn gi l x l cui
dng). Sau , ngi ta hng trng tm vo ci thin qu trnh sn xut thng qua cc khi nim
nh cng ngh sch, sn xut sch hn v hiu qu sinh thi. Bc thay i tip theo l nhm vo
cc tc ng ca sn phm bng vic tnh n nh hng ca sn phm trong ton b vng i. Vi
bc pht trin ny, cc khi nim Thit k thn thin mi trng v Thit k hng ti pht trin
bn vng c pht trin v vn dng.
Cc tc ng mi trng c th c chia ra lm 3 loi chnh: tc hi sinh thi, tc hi sc khe con
ngi v lm cn kit ngun ti nguyn (xem thm bng 1). Nhiu dng tc ng mi trng c lin
quan n cc cng ty va v nh cc nc ang pht trin, chng hn nh ph dng, lm dng t,
nhim c sinh thi, tc hi sc khe con ngi v cn kit nhin liu ha thch cng nh nc sch.
Mt cch phn loi khc v cc tc ng mi trng l xem xt chng theo thang bc a l: a
phng, vng, lu vc, chu lc hay ton cu. Thng thng, thang bc cng cao, cng c nhiu
nguyn nhn tc ng th cng mt nhiu thi gian phc hi khi cc tc ng . Tt nhin iu
ny cn ph thuc vo tnh thun nghch ca bn thn vn . Cc vn a phng nh nhim
nc, nhim t v rc thi c gii quyt kh thnh cng cc nc cng nghip. Trong khi
, cc vn ton cu nh thay i kh hu th ch c th c gii quyt bng cc tha thun quc
t v cc gii php ti u. Vi cc vn lin quan n cn kit cc ngun ti nguyn khng ti to
th rt kh gii quyt. Chng hn nh tnh trng mt t mu lp b mt.

14

Bng 1- Phn loi cc tc ng mi sinh

LOI TC NG

M T

1. TC HI SINH THI
m ln ton cu hay thay i kh S gia tng cc kh nh knh trong kh quyn do t nguyn
hu
liu ha thch, cc hot ng nng nghip v cng nghip.
Tc ng: thay i nhit , tng s lng cc cn bo, sa
mc ha, bnh dch nhit i, thay i dng hi lu, tng
mc nc bin
Cn kit tng zn

S cn kit zn trn tng bnh lu kh quyn do pht thi

cc kh CFC
Tc ng: tng bc x tia cc tm trn mt t dn n tng
bnh ung th, gim tng trng thc vt, to bin v cc
qun th sinh vt c cao ln.

Ma axit

Axit ha do tch t pht thi sulfuric v cc cht khc, ch

yu do t nhin liu ha thch.
Tc ng: ha tan kim loi trong t gy tnh trng cc thc
vt v thy sinh b u c

Ph dng nc

Qu nhiu cht dinh dng b xung nc gy ra s

pht trin bng n ca to, lm gim xi trong nc.
Tc ng: lm cht c v cc loi thy sinh

Mt mi trng sng (chim t)

Thay i t nhin hoc hy dit mi trng sng ca ng

thc vt phc v cc mc ch nng, lm nghip, lm
ng hoc th ha.
Tc ng: l nguyn nhn ban u gy ra gim a dng sinh
hc

Nhim c sinh thi

S phi nhim ca thc vt, ng vt v cc h sinh thi

vi cc ha cht c. Tc ng a dng.

2. TC HI SC KHE CON NGI

nhim khi bi v khng kh

Pht thi -xt ni t v cc kh VOC to ra zn trn mt

t, cc cht nhim khc bao gm bi v -xit lu hunh.
Tc ng n con ngi: gy bnh hen suyn v mt s
bnh khc

Cc cht gy hi sc khe

Cc cht khng gy ung th bao gm cc cht kch thch

da, cc cht c ch tng trng, gin on ni tit

Cc cht gy ung th

Cc cht gy ung th: cc cht gy bin i gen hu ht gy

ung th. Cc cht gy qui thai lm tn hi s pht trin
phi thai.

3. CN KIT TI NGUYN
Nhin liu ha thch

Tc tiu th du m, kh t v than hin nay sinh ra

nng lng, vt cht v kh CO2 vi tc gp hng triu
ln tc hnh thnh chng trong thin nhin, lm cn kit

15

d tr cc ngun nhin liu ny.

Nc sch

Tiu th nc ngm v nc b mt thng chuyn ha

nc sang cc dng khng th phc hi. Quyn s dng cc
ngun nc sch v c dng chy xa ang l vn quc t
nng hi.

Khong cht

Qung kim loi c khai thc sn xut kim loi v hp

kim. Cc sn phm ny sau b xy ha hoc ri vi
khng th thu hi li c.

t b mt

nhiu vng, s ra tri t b mt do cc hot ng nng,

lm nghip nhanh hn nhiu so vi tc thin nhin to ra
chng

2.3. T duy vng i sn phm v h s ci thin

Phng php ThP da trn nh gi ton b vng i sn phm. Vng i sn phm bt u vi vic
khai thc, x l v cung cp cc nguyn liu v nng lng cho sn xut. Sau , n bao gm qu
trnh sn xut ra sn phm, phn phi v s dng sn phm (c th c ti s dng v ti ch), v cui
cng l thi b. Cc tc ng mi trng xy ra trong cc giai on khc nhau ca vng i sn
phm cn c tnh mt cch bao qut. Cc yu t chnh bao gm tiu th nguyn liu u vo
(nc, ti nguyn khng ti to, nng lng trong mi giai on) v tng u ra ca hot ng sn
xut (nc thi, nhit, kh thi v cht thi rn) v cc yu t khc nh ting n, rung ng, bc x v
in-t trng.

Hnh 3 - Vng i ca sn phm

V d: vng i ca o s mi
o s mi thng c sn xut t hn hp si tng hp v si t nhin.
sn xut ra si t nhin (bng chng hn), cn s dng nng lng,
phn bn, nc v thuc tr su. Vi si tng hp, cn c nguyn liu
ha thch. Tip theo, hai loi si c pha trn sn xut ra vi. Trong
qu trnh ny, to ra mu v cc c tnh mong mun, cn s dng
nc, nng lng v ha cht. o s mi c may t vi, c ng gi
ri phn phi n cc hiu bn l. Sau khi khch hng mua o, h s vt
b phn v bc ng gi v s dng o. Bnh thng, o s mi s c
dng, git, phi (sy kh) v c th c l (i) khong 100 ln. Cc
cng on ny tiu th nc, bt git v nng lng. Cui cng, khi mt vi ch b sn rch hay bc
mu, o s b vt b. o s mi thng khng phn hy v c thnh phn si tng hp, v cng kh
ti ch v c lm t vt liu hn hp. Trong sut vng i ca mnh, mt chic o c th c vn

16

chuyn hng ngn km, chng hn nh vi c sn xut chu , o c may Bc Phi ri c

bn chu u.
Cung cp nguyn liu v sn xut ti nh my ch l hai giai on trong vng i sn phm. Trong
nhiu trng hp, vic phn phi, s dng v thi b sn phm li c nhiu tc ng mi trng hn
l sn xut ra sn phm . Nhim v ca ThP l phi thit k cc sn phm gim thiu c cc tc
ng mi trng trong ton b vng i ca chng.
Pht trin bn vng cng yu cu tnh n nhu cu ca cc th h tng lai. iu c ngha l cc
tc ng mi trng hin ti cng nh tng lai u cn c gim bt. p lc v mi trng trn
ton cu c lin h trc tip n cc yu t quy m dn s, mc tiu dng ca tng c nhn v
hiu qu s dng nguyn liu v nng lng sn xut ra mt n v sn phm. p lc mi trng
ngy nay c cho rng nn gim i mt na. Nu tnh n yu t v tc tng trng ca cc
nc ang pht trin th hiu qu ca sn phm v qu trnh cn tng thm theo h s 4. Khi dn s
th gii l khong 9 t ngi v mc tiu dng cao hn nhiu so vi ngy nay th h s ny thm
ch cn phi l 10 hoc 20!
Kiu t duy theo h s ny cho thy mc kh khn ca nhim v pht trin bn vng cng nh
nhu cu to ln v ci thin cc qu trnh sn xut, ci tin sn phm v cc h thng. i vi sn
phm, vic thit k li t c cc tin b ngn hn ca cc sn phm hin c em li h s ci
thin t 2 n 4. t c h s ci thin t 10 n 20 trong di hn th cn ti nhng s i mi
t bin (Chng 3). Vn ny lin quan ti pht trin sn phm hon ton mi, ci thin sn phm
cng nh cc dch v lin quan n n, v cui cng l pht trin cc h thng chc nng hon ton
mi ca cc sn phm v dch v. Hnh 4 trnh by cc mc khc nhau v li ch mi trng v
mc i mi yu cu.

Cun sch ny ch yu tp trung vo cc i mi kiu tch ly, trong gm c cc k thut Thit k

li v Tham chiu ci tin sn phm sn c. Cc k thut ny hin c cc cng ty va v nh
cc nc ang pht trin ng dng kh thnh hnh. Tuy nhin, nhu cu v i mi sn phm mang
tnh t bin ang ngy cng tng ln. Nhng phng php ny c trnh by c th trong cun
Thit k hng ti pht trin bn vng: hng dn tng quan ca UNEP, 2006.

2.4. Sn phm v cc kha cnh x hi- nhng lin quan n con

ngi
Cc lnh vc x hi ca pht trin bn vng ngy cng nhn c nhiu s ch trong mt thp k
gn y t cc phng tin truyn thng. Nhiu bi bo a ra cc v d xu v nhng vn nh
s dng lao ng tr em, bc lt lao ng, vi phm quyn ca ngi lao ng v tc ng xu n
lao ng bn a. Chin lc ca cc cng ty ngy cng tnh ti trch nhim x hi ca doanh nghip
bn cnh cc u tin v kinh t v x hi.
Hnh 5 trnh by mt cng c hu hiu th hin trc quan cc kha cnh kinh t x hi.

17

Trn trc tung l cc kha cnh x hi lin quan ti chui cung sn phm. Cc vn sau lin quan
n tt c cc bn can d:
Nhn quyn: bo v cc quyn c bn ca ngi lao ng, nh quyn c tn trng, t do tn gio
cng nh s loi tr cc t phn bit v chng tc, sc tc v gii tnh.
Gim thiu lao ng tr em
An ton v Sc khe ngh nghip/ Qun l ngun nhn lc: to ra mt mi trng lm vic nng
ng v c cht lng cao, c tnh a dng ti ni lm vic, c cc c hi o to ngh v s cn
bng gia ngh nghip vi i sng ca ngi lao ng.
Qun l v iu hnh: s t chc h thng sn xut tn trng cc quan tm v quy nh ca c ng
cng nh chnh quyn.
Tnh minh bch v gn kt vi cc i tc kinh doanh: mc gn kt vi cc i tc kinh doanh
trong trin khai chin lc pht trin bn vng ca cng ty.
Loi tr tham nhng v hi l
Trn trc honh l cc kha cnh x hi ca mt cng ty t trong khung cnh a phng, t mc
vi m (bn trong bn thn cng ty) n mc trung gian (cng ng xung quanh cng ty) v mc
v m (quc gia, hoc vi cc cng ty a quc gia l ton cu).
S tng trng kinh t a phng: Cch thc cng ty chia s li ch thu c t cc khon u t
ca mnh vi cc doanh nghip a phng hay cung cp cc cng c cho s tng trng kinh t ca
cng ng a phng.
Pht trin cng ng: S h tr ca cng ty thng qua cung cp cc dch v chm sc sc khe,
gio dc, cp nc sch, tham gia chng tham nhng, h tr cng ng bn a v thc y nhn
quyn.
Gn kt cc bn lin quan: tham vn cc bn lin quan phi kinh t v cc vn pht trin bn
vng c bn. iu ny c th thc hin thng qua i thoi m vi cc i tc x hi (cc t chc
phi chnh ph, chnh ph, cc nhm cng ng).
Kinh t phn b: l chin lc phn b mt phn sn lng ti mt s khu vc. cc khu vc
ny ng thi cng trin khai mt s hot ng h tr cho cc n v nh v linh hot phi hp vi
nhau nhm to ra cht lng tt hn. iu ny em li mt s u im mang tnh bn vng nh l s
a dng x hi, nng cao cht lng cuc sng, tng cng t bn x hi v to ra tinh thn tp th.

2.5. ThP mang li li ch g cho cng ty tham gia?

Pht trin bn vng, trch nhim x hi v cc vn tng t ang l xu hng mi v tr thnh
mt phn trong i sng kinh doanh sn xut ca cc doanh nghip ngy nay. Bit cch gn kt cc
yu t mi ny vo k hoch kinh doanh l mt phn quan trng trong s thnh cng ca cng ty. p
lc tha mn cc yu cu v pht trin bn vng n t nhiu pha: chnh ph, i tc kinh doanh,
cc t chc phi chnh ph v cc on hi.

18

ng lc (hoc p lc) trin khai ThP c th n t hai hng khc nhau: t bn thn cng ty (cc
ng lc ni ti) hoc t bn ngoi cng ty (cc ng lc bn ngoi). Mc du c s trng lp v cc
kha cnh con ngi, tri t v li nhun ca pht trin bn vng, thng th mt ng lc gn vi t
nht mt trong cc kha cnh . Nm c cc ng lc chnh ca mt cng ty cho php tm ra kiu
d n ThP tt nht v cc hot ng thch hp nht cho cng ty . Trong Bng 2 l danh sch cc
ng lc ph bin.
Ni chung, kinh nghim lm vic vi cc nc ang pht trin cho thy rng cc ng lc ni ti c
tnh quyt nh hn cc ng lc t bn ngoi trong vic xy dng cc d n ThP.

Bng 2 - Danh sch cc ng lc ThP

Cc ng lc ni ti

Cc ng lc bn ngoi
Kha cnh con ngi

Cng bng x hi: gim cc nguy c dn ti

cc vn v lao ng v x hi. Nh c
th trnh c s thiu tn nhim trong cng ty
v gim uy tn cng ty

kin cng chng: ngi tiu dng ngy

cng quan tm n th gii pha sau nhng sn
phm h mua, iu ny lm cho cc cng ty
hng u phi ch ti cc vn v x hi v
mi trng

Chnh sch x hi lnh mnh: c th nng

cao ng lc lm vic ca ngi lao ng. Cc
d n v chng trnh x hi do cng ty thc
hin c th em li lng nhit tnh v kinh
nghim cho ngi lao ng

p lc t cc t chc phi chnh ph: t

nhiu nm nay cc t chc phi chnh ph lin
tc ph phn cc ngnh cng nghip v cch
thc sn xut v tc ng n mi trng.
Chng hn nh s thiu trch nhim ca mt
cng ty c th dn n mt phong tro ty chay
hng ho ca h v lm nh hng n uy tn
cng ty.

Cc h thng qun l v iu hnh trong

lnh vc x hi: c th nu bt hn na cc
thnh qu cng ty t c i vi c ng v
cc bn lin quan
Kha cnh Tri t (mi trng)
Tip th Xanh: cc sn phm c thit k v Cc yu cu ca php lut v mi trng s
sn xut vi cc yu t gi tr gia tng v mi ngy cng kht khe hn, yu cu cc cng ty
trng gip nng cao gi tr thng hiu v uy ngy cng phi c thi tch cc hn
tn cng ty
Nhn thc v mi trng: Cc nh qun l Cc yu cu cng khai thng tin v tc ng
cng ty c nhn thc ng n v cc vn mi trng t cc nh cung cp v khch hng
mi trng v mun c nhng hnh ng c th thc y qu trnh ci tin cng ty
tng ng
Cc k hoch v xy dng nhn hiu mi
trng c th l yu t b tr cho chin lc
marketing ca cng ty
Yu cu ca cc hip hi tiu dng nh v
an ton ca sn phm, c tnh thp v v kh
nng dng li sn phm qua s dng. Nhng
iu ny c th l nhng khuyn khch p dng
ThP. Nhng sn phm khng p ng c cc
yu cu ni trn c th khng c coi l

19

nhng la chn tt cho khch hng na.

p lc t cc t chc mi trng buc cc
ngnh cng nghip ngng s dng cc ha cht
kiu CFC. Cc t chc bo v mi trng ngy
nay rt chuyn nghip v s tip tc cc n lc
tm ra v loi tr cc sn phm nguy hi
p lc t cng ng dn c a phng
thng tp trung vo cc vn nh an ton v
mi trng do hot ng sn xut ca cng ty
gy ra. Nhng p lc ny c th a n nhng
thay i ln v sn xut cng nh v sn phm
Kha cnh Li nhun
Tip cn vi cc khch hng mi: cc kho Cc tiu chun v quy nh v tnh bn vng
st cho thy ngi tiu dng ngy cng quan ca sn phm ngy cng tr nn kht khe hn
tm ti yu t lnh mnh v bn vng ca sn v buc cng ty phi i mi sn phm
phm khi ra quyt nh mua
Nng cao cht lng sn phm: cc sn Cc phng n h tr v b gi c th c
phm p ng tnh bn vng hn cng thng thc hin khuyn khch hng n tnh bn
vng trong sn xut v sn phm. ng thi,
c tnh nng s dng v tin cy cao hn
cc h tr v gi nng lng hay vt liu s
ngng dn nhm buc cc cng ty phi s dng
vt liu v nng lng hiu qu hn
Gim chi ph: vic gim chi ph c th t
c thng qua gim s dng vt liu, nng
lng, gim ph cht thi cng nh cc chi ph
lin quan n khu vn chuyn v phn phi
sn phm

Cnh tranh gia cc nh cung cp nhm mc

ch xm nhp hay duy tr v tr trong chui
cung buc cc cng ty phi hng n tnh bn
vng

Nng cao gi tr thng hiu v uy tn cng Yu cu ca khch hng v cc sn phm

lnh mnh hn, an ton hn cng nh c trch
ty
nhim v mi trng v x hi hn ang ngy
cng tng ln trong nhiu chng loi sn phm
i mi sn phm: Cc phng n mi c
c t i mi sn phm c th l gii php
p ng nhu cu v mong mun ca khch
hng

Cnh tranh trn thng trng ang ngy

cng gay gt c th trng a phng ln
quc t. Cc ngnh cng nghip cn phi ci
thin kh nng i mi, trong bao gm c
cc kha cnh bn vng ca sn phm

To s khc bit v thng hiu

Cc c hi mi cho to ra gi tr

20

Ch thch
1

- Ba yu t c bn ca pht trin bn vng l mi trng, x hi v kinh t i khi c cp

bng khi nim khc l 3P- t 3 ch ci u ca cc t ting Anh l Planet (tri t), People (con
ngi) v Profit (li nhun).

- Chui gi tr: l mt chui cc hot ng. Sn phm i qua tt c cc hot ng ca chui theo th
t v mi hot ng n li c thm mt lng gi tr no . Chui cc hot ng ny em li cho
sn phm thm mt lng gi tr gia tng nhiu hn tng cc gi tr gia tng ca cc hot ng n
l. Cn ch rng chui gi tr khc vi chi ph sn xut ca cc hot ng xy ra trong chui.
Chng hn nh vic ct kim cng th (qua nhiu cng on hay nhiu hot ng) l mt hot ng
khng i hi nhiu chi ph, nhng li em n nhiu gi tr gia tng v gi kim cng ct v nh
bng t hn nhiu so vi kim cng th.

- X l cui ng ng: l x l cc cht thi ca qu trnh sn xut nhm chuyn chng sang cc
dng khc d qun l hn v t c hi hn. c trng ca khi nim ny l ch i tng x l l
cc loi cht thi i qua qu trnh sn xut. Sau khi qua x l, cc cht thi tr nn an ton hn vi
mi trng v sc khe s c thi ra ngoi phm vi nh my.

21

I MI SN PHM
ThP da trn s kt hp ca i mi sn phm v pht trin bn vng. Hiu c khi
nim i mi sn phm l rt c ch cho vic trin khai mt d n ThP. Chng ny
bn v cc phng php i mi sn phm khc nhau v gii thch v qu trnh pht
trin sn phm. Nhng hiu bit ny h tr rt nhiu trong vic nh gi Nhu cu
(Chng 4) xc nh mc i mi thch hp v phng php ThP cho cc cng
ty tham gia vo cc d n trnh din k thut ThP.

3.1 i mi sn phm
i mi sn phm l vn sng cn i vi s tng trng kinh t ca mt quc gia v v th cnh
tranh ca quc gia . Cc cng ty ngy nay hot ng trong mt th gii thay i nhanh chng, vi
nhu cu v mong mun ca ngi tiu dng khng n nh. S cnh tranh cng ngy cng khc lit
do ton cu ha v th trng m. Trong bi cnh ny, nhng cng ty c kh nng tch hp vic i
mi sn phm vo qu trnh pht trin sn phm s ginh c li th ng k.
i mi l mt khi nim rng c dng trong nhiu ng cnh khc nhau. V vy c rt nhiu nh
ngha v i mi. Mt nh ngha kh chnh xc v i mi l: s p dng thng mi hoc cng
nghip ca nhng iu mi- sn phm mi, quy trnh hay phng php sn xut mi, th trng hay
ngun cung cp mi, hnh thi mi ca thng mi, kinh doanh hay t chc ti chnh.
Hu ht cc nh ngha u nhn mnh vo tnh mi v tnh thnh cng. Tuy vy, c nhng s tng
phn gia i mi sn phm v i mi qu trnh sn xut v i khi l gia i mi th trng vi
i mi kinh doanh v qun l.
V d v cc nh ngha khc nhau:
i mi sn phm l a ra sn phm mi c cc c im v/hoc cc ng dng khc vi
cc sn phm hin c trn th trng.
i mi qu trnh (sn xut) l s a vo s dng mt phng php sn xut mi m trc
y cha c dng v/hoc l mt cch qun l trang thit b mi mang li hiu qu hn
cho sn xut; hay l to ra kh nng sn xut cc sn phm mi hoc sn phm u vit hn
i mi th trng: lin quan ti thm nhp th trng mi, cch thc mi phc v khch
hng, v/hoc m rng th trng
i mi kinh doanh v qun l: lin quan n pht trin cc h thng thng, cc cu trc t
chc, cc cch phn nhim v qun l ngun nhn lc.. c tc dng thc y bn hng.
ThP tp trung vo i mi sn phm v th trng. i mi qu trnh sn xut thng gn vi sn
xut sch hn v i mi qun l thng gn vi cc h thng qun l mi trng kiu ISO14000.

3.2 Cc cp i mi
Cc cp i mi c th chia ra lm 3: tim cn (i mi dn dn), t bin (i mi bc ngot)
v nn tng (i mi tn nn tng). (Xem Hnh 6). Mi cp khc nhau v mc v phm vi.
1. i mi dn dn- tim cn: l nhng tin b tng bc ca sn phm hin c, c tc dng
cng c th trng ca sn phm .
2. i mi bc ngot- t bin: thay i mnh m cc sn phm hay quy trnh hin c. Cc
ri ro v yu cu v u t ca i mi bc ngot thng cao hn so vi i mi tim cn.
Tuy nhin, t bin mang li nhiu c hi hn cho vic xm nhp th trng.

3. i mi nn tng: l kiu i mi trn c s kin thc khoa hc mi v m ra nhng ngnh

cng nghip mi, a n mt s thay i m hnh. Trong giai on u ca i mi nn
tng th ng gp ca khoa hc k thut ng vai tr ch o.

22

Phn ln cc n lc i mi cc cng ty thng nm trong phm vi tim cn v bc ngot. C rt

nhiu kh nng i mi trong hai loi ny. Cn i mi nn tng thng ch xy ra cc cng ty a
quc gia ln, cc nhm cng ty hoc cc chng trnh nghin cu quc gia hay quc t do yu cu
ln v nhn lc v vn ca n. Vi p dng ThP cc nc ang pht trin th i mi nn tng l
khng ph hp.
thnh cng trong thc hin i mi dn dn v i mi bc ngot, cn c cch t duy mi, cch
lm vic mi v chp nhn ri ro. hiu r hn v hai mc i mi ny, chng ti xin bn k
hn v chng trong cc mc tip theo.

3.2.1 i mi dn dn- tim cn

Nh c th thy t tn gi, mc i mi ny to ra cc thay i nh. i khi ngi ta gi n l
i mi lin tc. Mt sn phm n gin c th c ci tin (c cng nng tt hn hay r hn) bng
cch s dng cc vt liu hay cc b phn cu thnh tt hn. Mt sn phm phc tp gm nhiu chi
tit v b phn c th c ci tin bng thay i hay ci thin tng b phn. Tim cn khng i hi
u t ln v khng c nhiu ri ro. Trong i mi tim cn, kinh nghim ca ngi s dng sn
phm v phn hi ca h ng vai tr chnh trong vic a ra cc tng i mi. Chng hn nh c
th xc nh nhng mong mun ca ngi tiu dng ri b sung chng vo cho sn phm ang c.
i mi tim cn v thit k li sn phm hin c l rt kinh t, nhng cng quan trng tng ng
vi i mi bc ngot. i mi tim cn v ci tin thit k c coi l vn cm ba trong
pht trin sn phm mi nhiu cng ty. Thm ch, c nhng cng ty khng quan tm n i mi
bc ngot do nhng nguyn nhn nh quy m cng ty, ngun lc, c th ngnh, yu cu v nghin
cu pht trin hay mc ri ro.
Ngay c vi cc cng ty rt thnh cng vi i mi bc ngot, h cng khng thc hin iu ny
qu thng xuyn. Cc d n i mi tim cn, nh c ri ro thp, thng tun theo mt qu trnh
c ln k hoch v c th d bo trc.
3.2.2 i mi bc ngot - t bin
i mi bc ngot hay t bin bao gm s pht trin ca cc yu t thit k mi quan trng.
Chng hn nh s thay i ca mt b phn i km vi thay i ghp ni gia cc b phn ca sn
phm. Kt qu l to ra mt sn phm mi khc hn vi dy chuyn sn xut hin c.
Cc d n i mi bc ngot thng c khng chc chn cao, nht l trong giai on u. Do
tnh khng chc chn ny, d n khng th c ln k hoch cht ch t trc. C nhiu mc
khng chc chn khc nhau vi mt d n i mi bc ngot. thnh cng, cn gim s khng
chc chn trong cc lnh vc sau:
-

Khng chc chn v k thut: l cc vn lin quan n s phc tp v chnh xc ca cc

kin thc khoa hc k thut.

Khng chc chn v th trng: l cc vn lin quan n nhu cu v mong mun ca

ngi tiu dng.

Khng chc chn v t chc: s cn tr v t chc gy ra bi xung khc gia quan im

ch o vi i ng thc y i mi.

23

Khng chc chn v ngun lc: bao gm s khng lin tc ca d n do thiu vn, nhn
lc v qun l. i mi bc ngot cn c cc yu t thc y nh l nng lc cng ngh
cao, k nng nghin cu pht trin v a ngnh ngh.

Bng 3 - So snh cc c im ca i mi dn dn v i mi bc ngot

i mi dn dn

i mi bc ngot

Tm quan trng

Gim chi ph hoc ci thin cng Pht trin cng vic kinh doanh mi,
nng ca sn phm hin c
cc sn phm v/hoc cc qu trnh
lm thay i cng vic kinh doanh

Cng ngh

S dng cc cng ngh hin c

Qu o

Tuyn tnh v lin tc: mang tnh tin t bin v khng lin tc: mang
ha
tnh cch mng

Ngi
chnh

thc

Khung thi gian

hin i ng pht trin sn phm chnh Cc c nhn v i pht trin sn

quy
phm, chnh quy v khng chnh quy
Ngn hn

Mc ri ro v C th d bo trc
thnh cng
Qu trnh

S dng cc cng ngh mi

Trung hn v di hn
Khng d bo trc c v khng
chc chn

M hnh chnh thc, chia ra tng giai M hnh khng chnh thc v linh
on
hot trong cc giai on u do
khng chc chn ln. Trong cc giai
on sau mang tnh chnh thc hn
do khng chc chn gim bt.

3.2.3 i mi sn phm
Qu trnh i mi sn phm bao gm mt lot cc phn on, trong ch yu l cc phn on
thuc v Pht trin Sn phm. Tip theo l qu trnh hin thc ha. (Hnh 7).
i mi sn phm = Pht trin Sn phm +Hin thc ha
Tip theo chng ti xin trnh by v Qu trnh Pht trin Sn phm

24

Pht
trin
sn
phm

Xc
nh cc
mc tiu
v chin
lc

Chnh
sch
sn
phm

xut
v la
chn
cc
tng

tng
kinh
doanh
mi

Ln k
hoch
thit k

Ln k
hoch
qung
co
iu chnh
chnh sch

K
hoch
sn
xut

Thit
k sn
phm

Sn
xut

Phn
phi v
bn

S
dng

K
hoch
qung
co

Tm kim tng

Ln k hoch sn phm

Pht trin cht ch

Pht trin sn phm

Thc hin

Sng to

Hnh 7. Qu trnh pht trin sn phm l mt phn ca qu trnh sng to

3.3 Qu trnh Pht trin Sn phm

Pht trin sn phm c th c nh ngha nh l: qu trnh bin i cc tng k thut hay nhu
cu v c hi ca th trng thnh mt sn phm mi bn ra th trng. Qu trnh ny bao gm
chin lc, t chc, a ra khi nim, to sn phm v k hoch tip th, nh gi, v cui cng l
thng mi ha sn phm mi.
Qu trnh pht trin sn phm l tp hp ca cc nhim v, cc bc v giai on c xc nh r
rng v nghim ngt. Chng ch ra lm th no cng ty chuyn dn cc tng thnh nhng sn
phm/dch v bn c. Bn thn qu trnh pht trin sn phm c th chia ra lm 3 giai on (xem
Hnh 7): lp chnh sch, tm tng v pht trin chnh xc.
Mi bc u c hai loi hot ng (Hnh 8): u tin l hot ng phn k, tip theo l hot ng
hi t. Cc phng php ny xc nh cc thng tin lin quan mt cch sng to v sau nh gi
chng. Cc phng php phn k tm kim cc tng v cn bao gm c tm kim thng tin, tm
hiu vn , nh gi li vn , a ra tng v phi hp cc khi nim. Cc phng php hi t
p t cc nhn nh v gi tr v bao gm c cc phng php phn loi thng tin, xc nh cc u
tin, so snh cc gii php, nh gi cc tng, t chp nhn hay loi b cc khi nim.

25

 xut
chin lc
thay th

xut cc
tng v
sn phm

xut cc
gii php
thit k

nh gi v
la chn

Bt
du

Phn
k

Hi t

Chnh
sch

iu chnh
chnh sch

xut phng n
thay th v chin
loc qung co

nh gi v
la chn

Phn k

Hi t

tng
sn
phm
mi

Tm kim
tng

nh gi v
la chn

Phn k

Hi t

Thit k
sn
phm

Pht trin
cht ch

nh gi v
la chn

Phn k

Hi t

Hot
ng
kinh
doanh
mi

Thc hin

Hnh 8. Tip cn thit k Tng bc, c trng bi hot ng hi t v phn k

Qu trnh pht trin sn phm thng c coi l mt qu trnh tuyn tnh. Tuy nhin, trn thc t n
c c trng bi mt qu trnh tuyn tnh vi cc chu trnh lp li. iu c ngha l i thit k
sn phm thng phi quay tr li cc giai on trc ca qu trnh nh gi li cc quyt nh
a ra trc .

3.4 Lp chnh sch

Qu trnh pht trin sn phm bt u vi vic xc nh cc mc tiu v chin lc. Pht trin sn
phm mi hay thit k li sn phm m khng c cc mc tiu v chin lc r rng c th i ti mt
sn phm khng thnh cng. Do vy, iu ht sc quan trng vi cng ty l xc nh tm nhn, nhim
v, mc tiu v chin lc i mi sn phm (xem Hnh 9).
3.4.1 Xc nh nhim v
Nhim v ca mt cng ty l l do n tn ti. Nhim v
thng c trnh by di dng mt bn xc nh nhim v,
ch ra mc tiu cho cc nhn vin v mang hnh nh ca cng
ty n vi khch hng. Bn xc nh nhim v ch ra mc tiu
duy tr s tn ti ca cng ty. N l kim ch nam cho cc
thi im mt phng hng. N khng c khung thi gian
v c th khng thay i trong hng thp k nu c son ra
mt cch k lng.
Trong Bn xc nh nhim v, cng ty cn xem xt mt s
hay ton b cc kha cnh sau:
Tinh thn chung ca ton cng ty
Hnh nh cng chng m cng ty mun c
Chi phi chin lc ch yu trong cng vic kinh doanh ca cng ty
M t v th trng mc tiu

M t v cc sn phm/ dch v ca cng ty

26

 Khu vc a l (a bn hot ng)

K vng ca cng ty v tng trng v li nhun
Di y l mt bn xc nh nhim v ca mt cng ty sn xut nha Tanzania:
Nhim v ca chng ta l tr thnh mt nh cung cp ng cp quc t v cc gii php sng
to v c bn quyn trong th trng ng v Trung Phi.
Chng ta s tng gp i doanh s trong vng 3 nm ti
Chng ta t ho phn u tr thnh i tc u tin ca cc bn lin quan v p ng vt
mc mong i ca h.
3.4.2 Tm nhn ca cng ty (Tm nhn)
Tm nhn ca cng ty m t cch nhn ca ban qun l cng ty v cc s kin c th xy ra trong
tng lai 10 hay 20 nm ti nu nh tnh hnh din bin ng nh mong mun. Mt bn tm nhn
cn ngn gn, sc tch v truyn cm v tng lai ca cng ty. Tm nhn cp ti phm tr ca
nhng nh chung, bao qut v hng v tng lai. l hnh nh v nhng mc tiu ca doanh
nghip cha t n. N m t kht vng, nhng khng nu ra phng tin t ti.
Mt bn tm nhn ca mt cng ty nh mi thnh lp cng b cc mc tiu tham vng ca cng ty v
cn thng nht vi cc mc tiu thnh lp ca doanh nghip. Mt cch n gin, Tm nhn cn phi
cng b nhng hnh dung ca ngi sng lp v tng lai ca doanh nghip trong cc vn tng
trng, gi tr, nhn cng v ng gp cho x hi. Tm nhn c th chung chung, cng c th rt c
th. Tm nhn c th gm nhng cam kt vi:
Pht trin mt sn phm hay dch v mi
Phc v khch hng bng danh mc cc dch v xc nh
m bo cht lng v nhanh chng p ng cc dch v khch hng
To ra mt mi trng lm vic hng khi cho ngi lm cng
m bo s tng trng bn vng v nn tng ti chnh ca cng ty vi li ch hi ha cho
cc bn lin quan.
3.4.3 Mc ch v cc mc tiu trung gian
Sau khi xc nh (hoc ti xc nh) Nhim v v Tm nhn ca cng ty, cn t ra nhng mc ch
cao nht cng nh nhng mc tiu trung gian mt cch thc t cho cng ty. Cc mc ch cao nht
thng khng c nhng im c th ha, cn cc mc tiu trung gian thng c thit lp mt cch
chnh xc v nh lng, gm c cc khung thi gian v mc quan trng. V d, mc tiu trung
gian ca tng trng hng nm nn mang tnh th thch nhng vn c th t c. Cc mc tiu
trung gian cn phi o lng c cng ty c th gim st tin v thc hin nhng iu chnh
nu cn.
Khi xc nh cc mc tiu trung gian, cng ty nn phn tch tnh hnh hin ti ca mnh ln k
hoch chin lc nhm t c cc mc tiu . iu ny c th thc hin bng phng php phn
tch SWOT1 chng hn. Mt cch khc t c cc mc tiu trung gian l nh gi giai on
vng i sn phm theo h s sn phm2 ca cng ty.
3.4.4 Phn tch SWOT
thnh cng, doanh nghip cn bit cc im mnh cng nh nhng ch d thng tn ca mnh.
Cc cng ty thnh cng c xy dng trn cc im mnh cng nh bng vic hon thin cc im
yu v bo v cng ty trc cc nguy c v nhn t gy thng tn. Cc cng ty ny cng nm vng
v mi trng kinh doanh v pht hin ra cc c hi mi nhanh hn i th.

Hnh 10- V d v phn tch SWOT

27

CC YU T BN TRONG

MT TCH CC

MT TIU CC

CC IM MNH

CC IM YU

Cc k nng cng ngh

Thiu cc k nng quan trng

Thng hiu hng u

Thng hiu khng mnh

Cc knh phn phi

Kh nng phn phi km

Cc mi quan h v s chung thy ca khch

hng

Kh nng gi chn khch hng km

Cht lng sn xut

Sn phm/ dch v khng tin cy

Quy m ln

Quy m nh

Qun l

Qun l yu

CC YU T BN NGOI

CC C HI

CC MI E DA

S thay i th hiu ca ngi tiu dng

S thay i th hiu ca ngi tiu dng

S t do ha ca cc th trng a l

ng ca th trng a l

Cc tin b cng ngh

Cc tin b cng ngh

Cc thay i chnh sch ca chnh ph

Cc thay i chnh sch ca chnh ph

Thu thu nhp c nhn thp hn

Tng thu

Thay i c cu dn s (v tui)

Thay i c cu dn s (v tui)

Cc knh phn phi mi

Cc knh phn phi mi

Cng c SWOT nh sau:

S- Cc im mnh: l nhng c im ca cng ty c vai tr tch cc trong vic t ti cc
mc tiu trung gian ra. Cc im mnh cn c duy tr v da vo thc y
cng ty.
W- Cc im yu: l nhng c im ca cng ty c th cn tr vic t c cc mc tiu
trung gian ra. Cc im yu cn phi c gim nh hoc loi tr.
O- Cc c hi: l cc iu kin bn ngoi thun li cho vic t c cc mc tiu trung gian
ra. Cc c hi cn c tn dng ti a.
T- Cc mi e da: l cc iu kin bn
ngoi gy nguy him cho vic t c
cc mc tiu trung gian ra. Chng
cn phi c tnh n v gim thiu.
Ngoi ra, cng ty cn phi nm vng cc kh nng
ca mnh- nhng nng lc ca ring cng ty, to
cho cng ty li th cnh tranh ring. Nh vo
nhng nng lc ny m cng ty c th ginh c
khch hng mi v gi chn cc khch hng c.
(Hnh 10).
3.4.5 Vng i sn phm nhn t quan im th
trng
Mt sn phm mi tri qua cc giai on tun t

28

trn th trng t khu gii thiu n tng trng (pht trin), bo ha v suy gim (Hnh 11). Sau
khi hon tt qu trnh pht trin mt sn phm, n c a ra gii thiu vi th trng v khch
hng bt u ch n. Trong giai on tng trng, s khch hng mua sn phm ngy cng nhiu.
Cui cng th trng dnh cho sn phm tr nn n nh khi n t n giai on bo ha, Sau mt
thi gian, cc sn phm mi ca cc i th cnh tranh s vt qua n. Lc ny, th phn ca sn
phm suy gim v cui cng cng vic sn xut s ngng li. iu sng cn vi mt cng ty l bit
c sn phm ang giai on no trong vng i ca n a ra nhng sng kin i mi vo
ng thi im cn thit.
Quan im ca th trng v vng i sn phm cn c phn bit r vi cch tip cn v vng i
sn phm ca pht trin bn vng (t sn xut nguyn liu n thi b) c trnh by trong chng
2.
3.4.6 Cch bit chin lc ca i mi sn phm
i mi sn phm cn tn ti c v tng
trng trong th trng cnh tranh. Do doanh s
ca cc sn phm hin ti thng c xu hng
gim i bi s cnh tranh ca cc i th nn
xut hin mt s cch bit chin lc ca i
mi sn phm. Cch bit chin lc ny cn tr
s tng trng ca cng ty. Cch bit chin lc
ca cng ty c th o bng khong cch gia
doanh thu v li nhun k vng vi doanh thu
v li nhun thc t. Cc k vng ca sn phm
mi v cc mc tiu trung gian ca cng ty
thng c nu trong Tm nhn ca cng ty
(Hnh 12).
Nu c s khc bit gia doanh thu k vng trong tng lai vi doanh thu d on, cng ty cn phi
pht trin cc cng vic kinh doanh mi v cc hot ng i mi lp y cch bit chin lc
ny.
3.4.7 Xy dng chin lc pht trin sn phm
Khi c mt bc tranh ton cnh r rng
v cng ty v mi trng kinh doanh ca
n, cc phng n c th ca chin lc
pht trin sn phm cn c xy dng.
C nhiu chin lc i mi sn phm
nng cao tnh cnh tranh (Hnh 13). Tnh
cnh tranh ca cng ty v lu di lin
quan trc tip n kh nng pht trin sn
phm mi ca cng ty .
Ty thuc vo tnh hnh, cc cng ty c
th la chn cc chin lc i mi sn
phm khc nhau. Tuy vy, c nhiu im
chung trong cc chin lc i mi sn
phm hin nay c th p dng cho phn
ln cc cng ty.
Cc m hnh i mi ca Ansoff v Porter Hnh 13. Chin lc i mi thu hp cch bit chin lc
l hai cch tip cn m cc cng ty v t chc c th p dng cho vic phn tch sn phm ca h
cng nh ca i th. T , cc cng ty c th tm c ng hng cho cc chin lc i mi
sn phm ca mnh.

29

3.4.8. Ma trn pht trin

Ma trn tng trng Ansoff l mt cng c tr gip doanh nghip trong la chn sn phm v chin
lc tng trng.
Mt cng ty c th xc nh cch bit chin lc ca i mi sn phm theo 4 cch, da trn s phi
hp th trng vi i mi sn phm:
Trc tin, cng ty c th xc nh cc c hi ci thin hot ng ca mnh. Ma trn tng trng a
ra 3 chin lc tng trng chnh:
Chin lc thm nhp th trng: Ban lnh o cng ty tm kim cc cch thc nng cao
th phn ca sn phm ang c trn th trng hin ti.
Chin lc pht trin th trng: Tm kim cc th trng mi cho sn phm hin c.
Chin lc pht trin sn phm: Xem xt cc kh nng pht trin sn phm mi.
S a dng ha c th mang li nhiu c hi to ln bn ngoi cng vic kinh doanh hin thi. C 3
kiu a dng ha khc nhau. Th nht, cng ty c th tm kim cc sn phm mi tng ng v
cng ngh v tip th vi dy chuyn sn xut hin c. Cc sn phm mi ny c th hp dn thm
cc nhm khch hng mi. Th hai, cng ty c th pht trin cc sn phm mi c kh nng hp dn
i vi cc khch hng truyn thng. Tnh hp dn ca cc sn phm ny c c l nh nt mi v
cng ngh khc vi nhng g m dy chuyn sn xut hin ti c th cung cp. Cui cng, cng ty c
th tm kim nhng cng vic kinh doanh mi khng lin quan g vi th trng, sn phm hay cng
ngh hin ti ca h.
3.4.9 Ma trn chin lc cnh tranh
Mt tip cn hu hiu khc l ma trn Porter. Ma trn ny m t cc kiu chin lc cnh tranh nh
l : gi c cnh tranh , tp trung v to
s khc bit. (Xem Hnh 15)
Gi c cnh tranh: l t c
gi thnh sn xut v phn phi
thp nht. Nh doanh nghip
c th bn hng vi gi thp hn
gi bn ca i th v ginh c
th phn ln hn. Cc cng ty theo
ui chin lc ny cn phi
mnh v k thut, cung ng, sn
xut v phn phi. Tuy nhin nhu
cu v k nng tip th
(marketing) ca cng ty li khng
cao.
To s khc bit: doanh nghip
tp trung cc n lc t c
kh nng vt tri trong vic
mang li cho khch hng nhng
gi tr ni bt ca sn phm, c
th trng nh gi cao. t
c iu ny, doanh nghip cn phi dn u trong cc lnh vc cht lng, cng ngh,
dch v, phong cch, v.v. Nhng iu ny mang li cho cng ty nhng li th cnh tranh to
ln. Chng hn, mt cng ty mun tr thnh hng u v cht lng s ch mua bn nhng
b phn, chi tit tt nht, lp rp chng mt cch chuyn nghip v kim tra sn phm k
lng.
Tp trung: Cng ty tp trung vo mt hoc mt vi phn khc hp ca th trng ch khng
phi l ton b hay phn ln th trng. Cng ty hiu r nhu cu ca cc phn khc ny v
theo ui chin lc gi c cnh tranh hoc chin lc to khc bit trong ring cc phn
khc th trng ny.

30

3 kiu chin lc cnh tranh ny c th kt hp vi nhau (Hnh 15).

Cng ty nn nh gi chu trnh pht trin sn phm hin ti v tng lai ca mnh theo c hai m
hnh nu trn.
3.4.10. La chn chin lc v ri ro
Trong i mi sn phm, cc cng ty lun phi i mt vi nhng mc tiu i nghch vi nhau
ti a ha li ch kinh t trong khi phi gim thiu ri ro. Trn thc t ch c mt phn nh trong cc
d n i mi sn phm l n c vi th trng. Sn phm m d n mong mun to ra cng
mang tnh khc bit th ri ro s cng ln (xem Hnh 14). Cc nguy c tht bi s c gim thiu
nu:
i mi sn phm da trn cc mc tiu v chin lc trung hn v di hn ca cng ty
i mi sn phm ph hp vi quy m v cc ngun lc ca cng ty
C cc h thng thng tin tch hp cc nhu cu mi v lun thay i
i mi sn phm c khi ngun t th trng ch khng phi bi s pht trin ca cng
ngh
i mi sn phm tp trung vo cc lin kt bn trong chui gi tr (kh b sao chp hn),
hoc l:
i mi sn phm gip to ra s khc bit ca cng ty vi i th cnh tranh
Kt thc giai on ny, cng ty cn c kh nng la chn mt chin lc i mi sn phm ph hp
nht vi mi trng bn trong v bn ngoi cng nh vi Tm nhn ca mnh.

3.5 Hnh thnh tng

Giai on hnh thnh tng l phn sng to
ca qu trnh pht trin sn phm, trong
cc gii php c xut, xy dng v t
a ra thm cc gii php mi.
Hnh thnh tng c th bao hm nhiu k
thut khc nhau. Mt ngi c th a thch k
thut ny hn k thut kia. Cc phng php
in hnh gm c to ra cc phm vi tm
kim v cc trao i sng to. Qun l
tng trong giai on ny l quan trng do
mt s lng ln tng a dng c nu
ra cn c chn lc. Cc khi nim sn
phm c xut da trn s kt hp cc
tng ha hn nht.

3.5.1 Phm vi tm kim

Bc u tin ca qu trnh hnh thnh tng l pht trin cc phm vi tm kim. pht trin
cc phm vi tm kim ny, xut pht im tt nht l cc im mnh chin lc ni ti ca cng ty.
Chng hn, cc im mnh nh tnh hnh ti chnh, kin thc v cc cng ngh c th hay cc b
quyt xut khu ca cng ty. Bng cch kt hp cc im mnh ca cng ty vi cc c hi v xu
hng trong phn tch SWOT, phm vi tm kim cho cc tng v sn phm mi c th c xc
nh (Hnh 16).
s dng kt qu ca ma trn SWOT, cn iu chnh ma trn ny thnh ma trn phm vi tm kim
(Hnh 17). Trong hnh ny, trn trc honh (cc A n F), cc c hi c xc nh trong phn tch
SWOT c vit li. Tip theo, cc im mnh ni ti c vit trong cc t s 1 n s 8 trn trc

31

tung. Cc tng v sn phm mi c hnh thnh bng cch kt hp gia cc c hi bn ngoi vi

cc im mnh bn trong (ni ti) ca doanh nghip.

CC C HI BN NGOI

CC IM MNH CHIN LC NI TI

Thm gi Tng nhu cu

Tng tiu th Tng nhu m ca ca thc phm
Pizza
cu dch v trng Hc lnh mnh

Bnh m
trng cht
lng cao

Din tch sn
xut rng

Quan h tt
vi c quan
u gi

Gn hng rau
qu

Pizza bnh
m

M kisk
Trng H

Bnh
sandwich
t bo

Dch v giao
hng ti nh

Bnh
hambug
nhn rau

5
6
7
8
Hnh 17 Ma trn phm vi tm kim ca mt cng ty n

Kt qu l cng ty c th thu c mt vi phm vi tm kim ha hn. thun li cho vic la chn

phm vi tm kim tt nht, nn trnh by cc phm vi tm kim thu c mt cch t m. Sau khi
chn c cc phm vi tm kim ha hn nht, cc tng v sn phm c th c hnh thnh t
.
3.5.2 Cc trao i sng to
Cc trao i sng to gip sn sinh ra rt nhiu tng v sn phm mi. Tt c cc tng, cho d
c k quc hay thi qu i na, u c ghi nhn. Ty thuc vo cc phm vi tm kim m i pht
trin sn phm c th p dng cc k thut sng to khc nhau hnh thnh cc tng v sn
phm.
Chng 9 trnh by cc k thut sng to khc nhau trong cc v d c th.
3.5.3 Pht trin khi nim3
Vic pht trin khi nim c thc hin da trn cc tng sng to hnh thnh trong giai on
trc, hp nht cc tng v b sung cho chng nhng ty chn phc v cho vic nh gi. Mt
khi nim sn phm cn c m t chnh xc bng vn bn v nn c trnh by bng cc cng c
trc quan v tng cho sn phm mi, bao gm c cc c im s b, cc li ch cho ngi tiu
dng v phc tho cc yu cu cng ngh. Hnh thnh tng c th bao gm:

32

 Xc nh r v th trng mc tiu v khch hng

Xc nh tnh hnh cnh tranh trn th trng v xy dng chin lc cnh tranh
Pht trin sn phm th nghim k thut v ln chng trnh th nghim
c lng cc ngun lc cn thit cho pht trin sn phm
Son tho mt bn k hoch kinh doanh s b
Sau khi la chn c khi nim sn phm tt nht, khi nim phi c trnh by chi tit.

3.6 Hin thc ha

Pht trin sn phm khng phi l mt qu trnh bit lp. Tri li, qu trnh ny c tin hnh song
song vi qu trnh ln k hoch sn xut v k hoch tip th (Hnh 18).

tng
tng
kinh
kinh
doanh
doanh
mi
mi

Pht
trin sn
phm

K hoch
sn xut

K hoch
thit k
Thit k
sn
sn
phm
phm

Thit k
sn
phm

Chun b
k hoch
qung
co

K
hoach
qung
co

Sn xut
Sn xut

Phn
Phn
phi v
phi v
bn
bn

S dng

Hnh 18. Cc hot ng song song: pht trin sn phm, pht trin sn xut v k
hoch qung co
Ln k hoch sn xut gn b cht ch vi thit k v ngc li. Cc nhu cu v thit b v u t cn
c xem xt trong giai on thit k. Cng tc qun l sn xut phi c k hoch thay i trong sn
xut tng ng vi cc thay i t khu thit k.
Mt iu c tm quan trng sng cn l tip th sn phm mi nhm ti nhu cu v mong mun ca
khch hng. Bi vy, cc thng tin v phn tch th trng, ng x ca khch hng, cc xu hng v
kch bn tng lai, cc chnh sch ca chnh ph, cc mi quan tm v mi trng, cc loi vt liu
v cng ngh mi u hu ch. Cc chnh sch v nhu cu ca bn thn cng ty cng cn c tnh
ti. Bn k hoch kinh doanh cng c tc dng a ra nhng hng dn v gi cho cc quyt nh
trong thit k v tip th.
Khi khu thit k hon tt, cn kt hp mt cch ti u cc im mnh ca sn phm, gi c v
phn phi. Cc lnh vc ny u cn c chin lc.

3.7 Pht trin sn phm trong cc nn kinh t ang pht trin

Theo truyn thng, cc hot ng pht trin sn phm c tp trung cc nc pht trin. Tuy
nhin, cc hot ng ny ang ngy cng quan trng hn trong cnh tranh ton cu v cc nc ang
pht trin bt u ch trng n chng.
Cho n nhng nm 1970, cc nc ang pht trin s dng chnh sch cng nghip ha vi h
thng tr gi cho hng ni a nhm cnh tranh vi cc sn phm nhp khu. Ngoi ra, s can thip
su ca nh nc vo sn xut kinh doanh to ra xu hng tp trung vo sn xut hn l hng

33

theo th trng. Cc nn kinh t ng kn thng khng to ra nhiu ng lc i mi cho cc cng

ty.
Ngy nay, cc nn kinh t ang pht trin ngy cng quan tm n cc hot ng thit k sn phm,
nht l cc sn phm hng n th trng quc t. Chng hn nh cc nc ng v Nam , cc
c s thit k chnh thc c thnh lp, song song vi chin lc pht trin cng nghip. Mt v
d thnh cng l Hn Quc. Do tm quan trng ca th trng nc ngoi v cc cng ty a quc gia,
Hn Quc bt u p dng chin lc to s khc bit cho sn phm bng cch a i mi sn
phm vo cc chnh sch pht trin quc gia. Kt qu l Hn Quc pht trin t mt quc gia cnh
tranh bng gi thnh sn phm, k thut thp v chuyn sn xut hng nhi trong nhng nm 1960
tr thnh mt nc cnh tranh bng cng ngh cao v cc sn phm ng cp ly ngi s dng lm
trung tm (Hnh 19).
cc nn kinh t ang pht trin hin nay, phn ln cc hot ng pht trin sn phm vn cn mang
tnh thch nghi hn l i mi, vi nhng thay i th yu trong sn phm. Cc nh pht trin sn
phm vn thng c coi l nhng ngi to mu hn l nhng nh cch tn sn phm.
Nghin cu cho thy rng cc cng ty va v nh cc nn kinh t ang pht trin c thi v thit
k sn phm khc vi ca cc cng ty va v nh cc nc pht trin. Mt s khc bit ng k l:
Xu hng thit k to ra nhng ci tin dn dn ca cc sn phm hin hnh
Quan tm n b ngoi ca sn phm nhiu hn l cng nng ca chng
Quan im thit k sn phm da trn truyn thng v nhp khu cng ngh hn l truyn
thng v sng to hay i mi
Xu hng khng a ra cc gii php thit k cha c tin l trn th trng (trong nc
hoc quc t)
Thiu cc cng c v kinh nghim so snh v nh gi cc phng php khc nhau gii
quyt cc vn trong thit k
Gp kh khn trong xy dng cc bn tm tt r rng cho d n.
Cc c im ny cng nu bt nhu cu xy dng nng lc pht trin sn phm cc nn kinh t
ang pht trin. Cc chng tip theo s cung cp cc hng dn c th v cch thc tin hnh 2 loi
d n ThP khc nhau.

34

Ch thch
1

SWOT l vit tt ca ting Anh: S- Strengths: cc im mnh, W- Weaknesses: cc im yu, OOpportunities: cc c hi v T- Threats: cc mi e da. C th hiu mt cch n gin SWOT l cc
im mnh v im yu bn trong (S v W) v bn ngoi (O v T).

- H s sn phm (Product porforlio), hay cn gi l "r" sn phm ca doanh nghip

- Khi nim sn phm: l thut ng thng dng trong Thit k v Pht trin Sn phm. Sau khi
c chin lc sn phm v tng v sn phm mi, bc tip theo l a ra Khi nim sn phm.
Trong bc ny, cn kt hp v pht trin cc tng , sau ch to sn phm th nghim, xc
nh cc ngun lc cn thit, ln k hoch kinh doanh v lch trnh a sn phm ra th trng.

35

PHN II
LM TH NO THC HIN ThP?

36

NH GI NHU CU ThP
nh gi nhu cu ThP l mt phng php tng bc mt xc nh cc ngnh
cng nghip u tin trin khai cc d n ThP. Mt d n ThP thnh cng cn
n s thu hiu cn k v c im v nhu cu ca nn kinh t quc dn cng
nh v cc ngnh cng nghip ca quc gia . Mt bn k hoch hnh ng
ca d n ThP c th c chia lm 4 giai on: xc nh cc c im v nhu
cu ca d n, tm hiu nn kinh t quc dn, tm hiu v cc ngnh cng
nghip v tm hiu cc cng ty c th.

Hiu bit su sc v bi cnh nn kinh t quc dn c cc ch li: ng gp vo xc nh cc mc

tiu ca d n ThP, l xut pht im xc nh cc cng ty thch hp cho cc d n trnh din k
thut v h tr xy dng cc ti liu o to thch hp v ThP. Cc tiu d n (d n con) trnh din
k thut v ThP ti cng ty cn gn kt v ph hp vi cc k vng ca d n ThP chung (d n ln).
Bn nhm cu hi di y s gip hnh
thnh nn bn k hoch hnh ng ca
d n. Bn k hoch hnh ng ny xc
nh cc lnh vc cng nghip u tin v
thc hin nh gi nhu cu v ti liu
o to ThP (xem Hnh 20). Bn cp
v cc cu hi c th nh sau:

Cc c im v
nhu cu

Cc c im v
nhu cu

Bi cnh
nn kinh t
quc dn

Cp 1: D n
Cc mc tiu ca d n l g?

Ngnh

Cc c im v
nhu cu

Cng ty

Ai l nhng ngi th hng

ca d n?
Mc ch chuyn giao kin thc
cho tng nhm i tng l g?
-

Hnh 20. Cc c im v nhu cu ca nn kinh t quc

dn, ngnh v cng ty

Cc mc tiu r rng v xc
nh s b cc nhm i tng ca d n.

Cp 2: Bi cnh nn kinh t quc dn

Thu nhp quc dn l bao nhiu?
Ch s pht trin con ngi l bao nhiu?
V th cnh tranh ca quc gia v cc ngnh cng nghip th no?
Gi tr xut khu cng nghip v c cu (cu trc) xut khu?
ng gp ca cc lnh vc nng nghip, cng nghip v dch v cho nn kinh t quc dn
nh th no?
S pht trin cng nghip quc gia ang giai on no?
Vai tr v nh hng ca cc doanh nghip va v nh, ca cc doanh nghip ln trong nn
kinh t quc dn?
Cc vn pht trin bn vng lin quan n sn xut v tiu dng?
-

La chn c cc ngnh v quy m cng ty thch hp cho d n.

Cp 3: Cp ngnh (trung gian)

Hot ng hin nay ca ngnh?
Cc chin lc i mi sn phm ca ngnh hin nay l g?
Kh nng tip thu i mi ca cc cng ty trong ngnh?
Cc vn lin quan n pht trin bn vng ca ngnh?
Cc ng lc (c th l tim n) thc y s i mi sn phm trong ngnh?

37

 Cc bn lin quan trong ngnh?

-

La chn c cc cng ty cho d n.

Cp 4: Cp cng ty (vi m)
Cc chin lc i mi sn phm ca cng ty hin nay?
Kh nng tip thu i mi ca cng ty ?
Cc n v nghin cu pht trin no c th h tr qu trnh i mi sn phm ca cng ty?
C nhng trng k thut no (vi kh nng thit k) c th tham gia cng cng ty trong d
n?
-

Pht trin c b ti liu o to hp l (c v ni dung ln phng php).

4.1. Cp 1: D n
Ti sao mt d n ThP c khi ng? l d n do mt cng ty a quc gia thc hin nhm mc
ch ci thin tnh bn vng cho chui cung ca h? Hay d n c mt t chc quc t h tr?
Chng hn nh UNEP h tr xy dng nng lc cho cc trung tm thuc h thng cc trung tm Sn
xut Sch ca UNIDO-UNEP. Mi d n c cc mc ch cui cng v mc tiu trung hn ring.
Chng hn trong d n A, trng tm l to ra nhn thc v ThP trong mt nhm i tng rng,
trong khi d n B li nhm trnh din cc li ch mi trng v kinh t bng cch trin khai cc
tiu d n trnh din ti cc cng ty. Cui cng, d n C li c mc ch xy dng nng lc bng cc
hot ng o to chuyn su. C th c rt nhiu mc tiu v tip cn khc nhau i vi cc d n
ThP. Mi d n nh vy c nhng yu cu ring v loi hnh chuyn giao kin thc v o to. Do
vy, hiu c ng lc thc y ca d n chung
l ht sc quan trng.
Cc mc tiu ca d n l g? >Biu mu
N1
Mt d n thng c nhiu nhm i tng. Cc
nhm i tng khc nhau ny c cn cng mt
kiu kin thc v o to v ThP nh nhau khng?
Cc c quan chnh ph c th quan tm n cc
kha cnh khc trong kin thc v ThP so vi khi
cng nghip. Cc nh qun l cng ty c nhng
quan tm khc vi nhng ngi chuyn v thit k
lm vic cho cc phng pht trin sn phm. Cn
xem xt cc nhu cu v thng tin ca tt c cc
nhm i tng. H c cn phi hiu khi nim
chung khng (bit ci g)? Hay h cn phi hiu ti
sao ThP li quan trng (bit v sao)? H c cn
phi bit ng dng trn thc t hay khng (bit lm
nh th no)? (Hnh 21)
Ai l ngi th hng chnh? > Biu mu
N1
Mc hiu vn cn t c cho tng nhm i tng? Bit ci g? Bit v sao? Bit
nh th no? > Biu mu N1

4.2. Cp 2: Bi cnh nn kinh t quc dn

Trong bc tip theo, cn xem xt bi cnh nn kinh t quc dn v mc pht trin cng nghip
ca quc gia. h tr cng vic ny, cn thu thp cc con s thng k v kinh t v cng nghip
ca quc gia. hiu r hn cc thng tin thu c, cn thu thp thm thng tin tng ng ca 3

38

nc khc so snh (xem Bng 4). y c th l cc nc lng ging hay cc nc thnh cng
nht trong khu vc hoc trn th gii.
4.2.1 Thu thp s liu
S liu c th thu thp d dng t cc ngun thng tin cng cng trn mng theo cc kt ni sau:
United Nations Development Program (UNDP) Human Development Report
> http://hdr.undp.org/statistics/data/
The World Bank Key Development and Statistics Data
> http://www.worldbank.org/data/countrydata/countrydata.html
The World Bank Knowledge Assessment Method
> http://info.worldbank.org/etools/kam2005/home.asp
CIA World Fact Book
> http://www.cia.gov/cia/publications/factbook/
World Economic Forum (WEF) Global Competitiveness Report
> http://www.weforum.org/gcr
World Resource Institute (WRI) Earth Trends
> http://earthtrends.wri.org/
United Nations International Childrens Emergency Fund (UNICEF) The State of the Worlds
Children
> http://www.unicef.org/infobycountry/index.html
Thu thp cc s liu x hi v kinh t ca cc nc > Biu mu N2

Bng 4. V d mt s s liu thng k cc nc trong mt biu mu

Trong cc bc tip theo, cc s liu kinh t v x hi s c xem xt v phn tch k hn. C th

thy rng, cc ch s c thu thp bi nhiu t chc vi cc mc ch khc nhau. Cc thut ng
tng t nhng c th khng hon ton
thng nht. Cc ch s ny rt c ch
trong la chn cc ngnh cng nghip
v cc cng ty cng nh trong phc ho
cch thc thu thp v gim st chng
(cc ch s).
4.2.2. Tng sn phm quc ni
(GDP)
Cc ch s kinh t v pht trin ca mt
quc gia c th cho bit v trnh i
mi sn phm v tnh hnh kinh doanh
quc gia . Trnh pht trin ca
quc gia thng c nh gi trn cc

39

tiu ch gm c thu nhp, cht lng cuc sng v tnh d tn thng ca nn kinh t.
Thu nhp thng c th hin bng GDP theo u ngui. Cht lng cuc sng c nh gi
thng qua ch s pht trin con ngi (HDI) ca Chng trnh Pht trin Lin Hp Quc (UNDP).
Cc c im khc c th thy trong cc ch s nh l trnh gio dc v c cu cng nghip.
Thu nhp quc dn c th c xem xt theo nhiu cch. Tuy nhin, n thng c th hin bng
GDP v GDP tnh theo sc mua tng ng trn u ngi-GDP PPP. GDP l tng gi tr th
trng ca tt c hng ha v dch v c sn xut ra trong mt nc trong mt thi gian nht nh
v bao gm c li nhun ca cc cng ty thuc s hu nc ngoi cng nh ngi nc ngoi lm
vic nc . GDP tnh theo sc mua tng ng (GDP PPP) l t gi hi oi l thuyt tnh theo
sc mua tng ng ca ni t so vi mt loi tin khc. Ngc li vi t gi hi oi thc p
dng cho cc loi tin t trn th trng chnh thc (tng phn vi ch en), t gi hi oi ca
GDP PPP c tnh theo gi tr tng i ca tin t da trn lng ca r hng ha m ng tin
mua c. Mt cch in hnh, gi c ca nhiu loi hng ha cng lc c xem xt, tnh theo trng
s theo mc quan trng ca loi hng ha trong nn kinh t. T gi hi oi PPP c nh gi
l php so snh tt hn v mc sng.
Chng trnh Pht trin Lin hp quc UNDP chia cc nc theo mc thu nhp thnh cc nc thu
nhp cao, thu nhp trung bnh v thu nhp thp. Trong Hnh 22 c m t ca thu nhp GDP v GDP
PPP ca 3 nhm nc. C th thy rng s khc bit gia cc nc thu nhp cao v thu nhp trung
bnh/thp l rt ln.
Ngn hng Th gii chia cc nc thnh 4 nhm thu nhp theo Tng thu nhp quc dn (GNI) theo
u ngi (2004) nh sau:
Cc nc c thu nhp cao:

> 10.066

Cc nc thu nhp trung bnh cao:

3.226 - 10.065 la M

Cc nc thu nhp trung bnh thp:

Cc nc thu nhp thp:

826 - 3.225
< 825

la M
la M
la M

Phn loi ca Ngn hng Th gii c th tm thy trn mng theo a ch:
www.worldbank.org/data/countryclass/
Hng thu nhp ca quc gia l ch s u tin v cc lnh vc cng nghip chnh v thnh phn cng
nghip ca quc gia . Chng hn nh cc nc thu nhp thp, khu vc nng nghip ng gp
nhiu nht vo GDP v cc cng ty nh hoc rt nh chim s ng. Cc nghin cu tm ra mi
lin kt gia thu nhp v cc ch s khc. ng thi cng d thy rng mi lin kt khng phi l
tuyn tnh v rt tng qut. Chng hn cc nc ln nh Trung Quc hay n , s khc bit v
trnh khc bit l cc ln gia cc vng khc nhau ngay trong mt nc. n , c nhng cng
ty cng ngh cao v tin hc v truyn thng ti bang Bangalore, nhng cng c nhng cng ty lc
hu ch yu da vo lao ng gin n Ty Bengal.
Giai on pht trin ca mt t nc lin quan n s pht trin kinh t v cng gn vi s pht
trin x hi: gio dc, y t v tui th trung bnh. Theo giai on pht trin, cc nc c th c
chia theo 4 nhm:
-

Cc nc chm (km) pht trin (LDC): khong 50 nc ngho nht th gii, phn ln l
vng cn Sahara, theo nh ngha ca LHQ.

Cc nc ang pht trin

Cc nc cng nghip mi (IC): cc nc chuyn i t nn kinh t nng nghip sang cng

nghip, c bit l cng nghip ch to. Cc v d l Th Nh K, Thi lan, Malaysia, M-hic v Nam Phi.

Cc nc cng nghip hoc cc nc pht trin: phn ln cc nc chu u, Bc M, Nht

Bn v c.

Khi nim cc nc chm pht trin LDC i khi b nhm vi khi nim LLDC- cc nc khng
tip gip bin. Hot ng kinh t ca cc nc LLDC phn nh cc tc ng trc tip v gin
tip ca v tr a l ti cc khu vc kinh t quan trng. Cc nc ang pht trin khng tip gip
bin thng l nhng nc ngho nht trong s cc nc ang pht trin, vi tc pht trin

40

chm nht v thng l ph thuc nng n vo cc c s xut khu chnh. Trong s 30 nc

khng tip gip bin c 16 nc l chm pht trin.
Trong cun sch ny, thut ng cc nn kinh t ang pht trin, hay thm ch cc nc ang
pht trin c bao gm c cc nc chm pht trin, cc nc ang pht trin v cc nc mi
cng nghip ha. Cc khi nim ca ThP nh Tham chiu v Thit k li hon ton c th p
dng cho cc nc cng nghip pht trin. Tuy nhin do mt trnh pht trin v nhn thc
cao hn, h cn c thm cc phng php b sung trong qu trnh pht trin sn phm.
Tng thu nhp quc dn (GDP) v Tng thu nhp quc dn tnh theo sc mua tng ung
GDP PPP) ca cc nc c chn cho d n l bao nhiu? > Biu mu N3
Cc nc ny nm trong nhm nc no, xt theo tiu ch v thu nhp? > Biu mu N3
4.2.3. Ch s pht trin con ngi - HDI
Mt s t chc x hi cho rng ch xem xt thu nhp quc dn theo u ngi khng thi th cha
nh gi v qu trnh pht trin ca mt nc. Ch s pht trin con ngi do UNDP a ra l cn
c tip theo a ra mt tm nhn a din v qu trnh pht trin . HDI l mt ch s phc hp
nh gi thnh tu trung bnh ca quc gia trong 3 lnh vc pht trin con ngi: cuc sng th v
lnh mnh- c o bng tui th bnh qun, kin thc- c o bi t l bit ch ca ngi trng
thnh cng nh t l nhp hc cc bc tiu hc, trung hc v i hc, v cui cng l mt mc sng
kh d- c o bi thu nhp bnh qun u ngi tnh theo sc mua tng ng bng la M.
Ch s pht trin con ngi c tnh ton tng hp t cc ch s ph ni trn v c tnh ton mt
cch n gin, minh bch. Do khi nim pht trin con ngi rt rng v rt kh nh gi bng bt
c ch s n l no, HDI - vi vai tr l mt ch s phc hp - t ra rt hu hiu nh gi cht
lng cuc sng v c dng thay cho thu nhp bnh qun u ngi.
Xp hng HDI ca quc gia l bao nhiu? > Biu mu N3
4.2.4. Ch s tng trng cnh tranh - CGI
Qu trnh tng trng kinh t l phc tp v c nhiu yu t tham gia vo s pht trin . Din n
Kinh t Th gii c gng n gin ha vic nh gi qu trnh ny bng vic a ra ch s tng
trng cnh tranh CGI. Ch s ny c dng o kh nng ca cc nn kinh t trn th gii t
c s tng trng trong trung hay di hn. CGI nh gi nh hng ca cc yu t khc nhau,
chng hn nh cc l thuyt kinh t v kinh nghim tch ly c ca cc nh hoch nh chin lc
tm v m c coi l rt quan trng.
CGI c xy dng t 3 tr ct c cng nhn l sng cn i vi s tng trng kinh t: cht
lng mi trng kinh t v m, tnh trng ca cc th ch cng v s sn sng v k thut ca t
nc (yu t ny tnh ti tm quan trng ngy cng tng ca cng ngh i vi tng trng kinh t).
Ch s CGI nu bt im mnh v im yu ca nn kinh t quc dn. Nh vy, n c coi l mt
cng c hu hiu nhn nhn v mi trng kinh doanh ca mt nc. Chng hn, nu mt nc
c xp hng thp v th hng cnh tranh th iu mang hm rng cc khon u t vo c
th mang tnh ri ro cao v rng nng lc quc gia v h tr thay i cng ngh ti cc doanh nghip
c th l ti thiu.
Xp hng CGI ca quc gia c la chn lm d n l bao nhiu? N c c ci thin
trong nhng nm gn y hay khng? > Biu mu N3
4.2.5. Xut nhp khu
Xem xt v mc xut nhp khu ca mt nc cng l iu quan trng. Quy m xut nhp khu
(theo % GDP ca nn kinh t) cng nh cc loi sn phm xut nhp khu (cc sn phm s ch hoc
ch to) u cn uc xem xt.
Quy m xut khu ca mt nc l ch s nh gi mc quan trng ca xut khu vi nn kinh t
nc . Nu xut khu l quan trng (hoc nu chnh sch quc gia l khuyn khch xut khu) th

41

vic la chn cc cng ty xut khu tham gia vo d n l nn lm. Theo quan im ThP, im n
ca cc sn phm xut khu l rt quan trng do cc yu t v lut mi trng hay quy nh v tnh
bn vng ca sn phm c p dng ni . Xut khu cc sn phm ch to thay v cc sn
phm s ch l mt yu t bn vng. Vic xut khu cc sn phm ch to i hi ngnh cng
nghip a phng thc hin cc khu gia cng, x l v qua to ra cc gi tr gia tng ti a
phng. Chin lc ca mt d n ThP c th l khuyn khch qu trnh gia cng cc nguyn liu th
a phng trc khi xut khu nhm thc y vic to ra thu nhp ti a phng. iu ny c th
dn ti vic xa i hay gim ngho.
Quy m xut nhp khu c ln khng (% GDP)? N c c ci thin trong nhng nm gn
y hay khng? > Biu mu N3
Th trng xut khu ch yu l sn phm s ch hay sn phm ch to? Biu mu N3
Cc quc gia xut khu no (lng ging hay quc t) v cc vn v tnh bn vng no cn
phi xem xt ti? Biu mu N3
4.2.6. Nng nghip, cng nghip v khu vc dch v
Cc hot ng kinh t ca mt nc c th chia ra theo cc lnh vc nng nghip, cng nghip v
dch v. Cc lnh vc ny thng trc tip lin quan n s c im kinh t. Chng hn cc hot
ng kinh t mt s nc ang pht trin ch yu tp trung vo lnh vc nng nghip. iu ny li
nh hng ti lnh vc cng nghip do cc hot ng ca lnh vc ny tp trung vo x l cc sn
phm u ra ca nng nghip.
cc nc pht trin, khu vc dch v ng gp rt ln cho nn kinh t. Hnh 23 minh ha s ng
gp ca 3 lnh vc vo GDP cc nhm nc c thu nhp khc nhau.
Tm quan trng ca lnh vc dch v lin tc tng ln tt c cc nhm nc cng c th hin
trong Hnh 24.

Hnh 23: ng gp ca cc ngnh vo GDP (UNDP, 2005)

42

Nhm d n c th quyt nh tp trung vo lnh vc quan trng hin ti ca nn kinh t hoc vo

lnh vc d kin s tng trng mnh trong tng lai.
Cc lnh vc no l ch o ca nn kinh t ca quc gia c la chn thc hin d n?
Biu mu N3
Cc lnh vc no hp dn i vi d n ThP? > Biu mu N3
4.2.7. S pht trin cng nghip ca quc gia
Gia s pht trin kinh t ca mt nc vi cc hot ng cng nghip lun c mt mi lin kt trc
tip. Cc nn kinh t ang pht trin c c trng bi cc ngnh cng nghip s dng nhiu lao
ng v c k nng thp. cc nc pht trin, cc ngnh cng nghip thng c xu hng s dng
k nng trung bnh hoc cao, yu cu nhiu u t v c hm lng cng ngh cao. iu ny c
minh ha trong Hnh 25.
Theo Hnh 25, trong cc nn kinh t ang pht trin (cc nc ang pht trin v cc nc chm pht
trin), cng nghip thc phm v cng nghip sn xut hng tiu dng n gin (v d gia dng)
chim t trng ln nht. cc nc mi cng nghip ha (NIC), cc hot ng cng nghip tp
trung vo ngnh lp rp, ch to c bn v sn xut cc sn phm c hm lng k thut cao. Cc
nc pht trin tp trung vo cc hot ng cng nghip v nghin cu c bn i hi vn ln v
cng ngh cao, cng nh vo ngnh in t. S phn loi ny cung cp hiu bit s b v cc hot
ng cng nghip ca mt nn kinh t. Tuy vy, cc nc ln c th mang nhng nt pha trn, nh
trng hp ca Trung Quc v n .
Theo truyn thng th cc nc pht trin theo m hnh bc thang v kinh t v cng nghip (hoc
theo chui gi tr), t s dng nhiu nhn cng n cc hot ng kinh t i hi nhiu vn v kin
thc, t cc sn phm n gin n cc sn phm phc tp.
leo ln cc bc cao hn trong chui gi tr v cnh tranh trong cc th trng mi, cn c nhng
tin b v cht lng, marketing, cu trc ca t chc v chun b hu cn. i mi sn phm l mt
cch t c nhng tin b ny. V vy, mt d n ThP cn s dng cc thng tin thu thp
pht trin mt chin lc thc y nn kinh t hng ti mc cao hn trong chui gi tr.

43

 Nc c chn thc hin d n ang bc thang no? > Biu mu N3

Cc c trng ca cng nghip quc gia ? S dng nhiu nhn cng, nhiu vt t, nhiu
vn hay nhiu tri thc? > Biu mu N3
4.2.8 Cc cng ty ln v cc cng ty va v nh (SMEs)
Cc cng ty c th c quy m rt khc nhau: siu nh (micro), nh, va v ln. Cc cng ty c quy
m khc nhau th cng c nhng c im, cch vn hnh v kh nng i mi khc nhau.
Thut ng cng ty va v nh - SME- hm mt nhm cc doanh nghip c quy m t mt c th
(chng hn nh mt ngi th th cng sn xut hng cung cp cho th trng lng x) n mt cng
ty k thut phc tp bn hng ra th trng th gii. Mt s tiu ch c th c dng xc nh
quy m, chng hn nh s nhn cng, doanh s hoc gi tr thit b. Mi tiu ch ny u hu ch.
Ngn hng Th gii nh ngha doanh nghip c va l doanh nghip c t hn 250 nhn cng, cn
doanh nghip nh c t hn 50 nhn cng. Cc doanh nghip siu nh l nhng cng ty c t hn 10
nhn cng v cc h sn xut c th. Cho d trnh pht trin no th cc cng ty siu nh, hoc
thm ch cc cng ty nh, l khng him trong lnh vc khng chnh thc ca mi nn kinh t. Cc
doanh nghip khng chnh thc l cc doanh nghip hot ng chui hay bt hp php. Cc doanh
nghip ny khng ng k chnh thc v khng tr thu. nhiu nc ang pht trin, phn ln cc
cng ty va v nh thuc v lnh vc khng chnh thc. (Hnh 26)

44

Hnh 26: Phn loi ca cc cng ty

Cc nghin cu cho thy cc doanh nghip va v nh ng gp ti hn 55% GDP v thu n 65%
tng s nhn cng cc nc c thu nhp cao. (Hnh 27). Cc cng ty va v nh cng vi cc cng
ty khng chnh thc ng gp n trn 60% ca GDP v thu ti 70% nhn cng cc nn kinh t
ang pht trin. cc nc thu nhp trung bnh, chng ng gp ti 70% GDP v thu tuyn trn
95% s nhn cng.

45

Hnh 27: ng gp ca SME v khu vc khng chnh thc vo

lao ng v GDP (OECD, 2004)
cc nn kinh t ang pht trin, cc doanh nghip va v nh thm ch cn thua km so vi khu
vc khng chnh thc trong ng gp cho nn kinh t v to cng n vic lm. cc nc ny, khu
vc khng chnh thc c cho l chim trn mt na nn kinh t v ch yu bao gm cc doanh
nghip siu nh. C nhiu d n (trong c d n ThP) tp trung vo khu vc SME do cc c
im ny
4.2.9. Vai tr ca cc doanh nghip va v nh
Cc cng ty va v nh nng ng l xng sng ca khu vc t nhn v c vai tr ng k trong
pht trin kinh t ni chung. Chng c c im hp dn i vi cc d n ThP l c th phn ng
mau l vi s thay i ca th trng. Cc nghin cu v cc cng ty nh cho thy chng hot ng
nh mt ng c thc y s tng trng kinh t.
Tuy nhin, do khu vc doanh nghip va v nh rt khng ng nht, d thay i v c s khc bit
rt ln ca SME cc nc ang pht trin vi cc nc pht trin, cc hot ng ca d n cn t

46

mc tiu mt cch hiu qu. Cc SME cn c lin kt cht ch vi th trng ton cu, tm ra
ngui mua sn phm ca h cng nh cc nh cung cp cho u vo ca h. iu ny yu cu s
pht trin cc k nng, cng ngh, thng tin v nghin cu. Nhng i hi ny c th c p ng
bng quan h i tc gia cc SME vi nhau hay gia cc SME vi cc doanh nghip ln. S i
mi sn phm c th l cu ni dn ti cc mi quan h i tc ny. cc nn kinh t ang pht
trin, SME thng c coi l ngun duy nht tng vic lm v gia tng gi tr. Ni mt cch
ngn gn, SME c th ng gp vo s pht trin bn vng bi cc l do sau:
- SME thng t c s phn chia cng bng hn v thu nhp so vi cc cng ty ln. Hn na,
chng t tp trung hn cc thnh ph nh cc doanh nghip ln v nh to nhiu vic lm
nng thn.
- SME ng gp vo s phn b ngun lc hiu qu hn cc nn kinh t ang pht trin. Cc SME
thng dng cc phng thc sn xut s dng nhiu lao ng v nh vy to vic lm trong cc nn
kinh t ang pht trin vn c rt nhiu nhn cng nhng thiu vn.
- SME h tr cho vic xy dng cc nng lc sn xut. Chng h tr cho vic hp th cc ngun lc
sn xut tt c cc cp ca nn kinh t v ng gp vo vic thit lp nn cc h thng kinh t
nng ng v mm do, trong cc cng ty ln v nh gn kt vi nhau.
SME cc nn kinh t ang pht trin thng gp phi cc vn nh thiu vn, thiu tip cn th
trng, thiu tip cn ti chnh, thiu nhn cng trnh cao, thiu o to, nng lc cng ngh v
tip th yu km. Do ton cu ha, t do ha th trng, do s pht trin nhanh ca cng ngh thng
tin, truyn thng v k thut, cc ng lc kinh t mi to ra s cnh tranh gh gm. Cc SME a
phng phi i chi vi s cnh tranh ca cc i th quc t xm nhp vo th trng ca h.
4.2.10. Vai tr ca khu vc khng chnh thc ca nn kinh t
Khu vc khng chnh thc bao gm nhiu hot ng th trng kt ni hai nhm c bn cht khc
nhau. Mt mt, khu vc khng chnh thc hnh thnh t s i ph ca cc c th v gia nh trong
mi trng kinh t m cc c hi thu nhp khan him. Mt khc, khu vc khng chnh thc l sn
phm ca nhng tnh ton ca cc doanh nghip c nh lch lut.
Khu vc khng chnh thc ng mt vai tr quan trng nhng cng gy tranh ci. N to cng n
vic lm v gip gim tnh trng tht nghip hay thiu vic lm. Nhng trong nhiu trng hp l
nhng cng vic c tr lng thp v mc n nh khng cao. N tr gip cho cc hot ng
ca doanh nghip, nhng li phng hi ti s tun th php lut- nht l lut thu v lut lao ng.
Quy m ca th trng lao ng khng chnh thc dao ng t 4-6% cc nc thu nhp cao n
trn 50% cc nc thu nhp thp. Vai tr v quy m ca khu vc ny tng ln khi nn kinh t gp
kh khn hay trong cc thi im chuyn i hoc iu chnh kinh t.
Khu vc kinh t khng chnh thc c th c cc c trng sau:
-

S dng lao ng gia nh v lao ng khng c tr lng (tp vic, th vic), ph thuc
vo lao ng ph thng hn l vo cc my mc thit b phc tp.

Tnh linh hot, cho php mi ngi d dng tham gia hay ri b cc hot ng kinh t ny
khi c nhng thay i v th trng.

Trang thit b sn xut n gin v i khi l thiu an ton

C kh nng sn xut ra cc sn phm t cc loi ph liu.

Sn sng hot ng ti cc thi im v a ch thun tin cho khch hng.

C xu hng nhm ti cc th trng nh, nm ngoi s quan tm ca cc cng ty ln.

Cc SME v khu vc khng chnh thc ng vai tr nh th no trong nn kinh t quc dn

ca quc gia la chn thc hin d n? Chng ng gp ra sao cho nn kinh t v th
trng vic lm? > Biu mu N3.
Cc cng ty no (loi no) m d n hng ti? Biu mu N3.
4.2.11. Cc kha cnh ca ThP tc ng ti cp quc gia

47

Bc cui cng cp quc gia l xc nh cc mc tiu tng qut ca ThP t ra vi quc gia lin
quan ti cc cp sn xut v tiu dng. Cc ng lc ca ThP c cp chng 2 c th c
s dng.
Cc vn pht trin bn vng c bn lin quan n sn xut v tiu dng ca quc gia
c d n la chn l g? > Biu mu N3
4.2.12. La chn lnh vc thc hin
Da trn cc mc tiu ca d n v s phn tch v tnh trng kinh t x hi ca quc gia, nhm d
n c th xc nh cc tiu ch nhm mc ch chn ra cc lnh vc thch hp nht
Trong d n ThP Nam M, cc tiu ch sau c la chn:
1> Lnh vc mang tnh i din v quan trng i vi quc gia
2> C phn ln l cc doanh nghip va v nh trong lnh vc
3> C tc ng mi trng ng k
4> C tim nng trin khai ThP r rng
Xc nh cc tiu ch cho la chn lnh vc (cng nghip) s thc hin d n ThP. > Biu
mu N4.
La chn cc lnh vc da trn cc tiu ch a ra. > Biu mu N4.

4.3. Cp 3: Lnh vc
Sau khi la chn mt hay vi lnh vc lm i tng thc hin d n, cn tm hiu cc c trng
ca nhng lnh vc ny.
C th thc hin cng vic ny nh sau:
-

Thc hin phn tch SWOT cho cc lnh vc la chn (trnh by Chng 3)

Tho lun cc phng php i mi sn phm ph bin trong cc lnh vc ny bng cch s
dng ma trn tng trng v ma trn chin lc cnh tranh (xem Chng 3)

Xc nh cc ng lc thc y ThP cc lnh vc ny (xem Chng 2)

nh gi SWOT cho lnh vc la chn, tho lun v cc phng php i mi sn phm ph

bin v xc nh cc ng lc cho ThP thuc lnh vc . > Biu mu N5
Ngoi ra, s rt hu ch nu lin h vi cc t chc thng mi v cc mi quan h kinh doanh c
tm nhn su sc hn v cc c trng ca lnh vc c la chn.
Trong d n ThP Nam M, cc tiu ch sau y c dng la chn cng ty tham gia:
-

Cc tiu ch tng qut:

1> Cng ty va hoc cng ty nh

2> Cng ty c tnh i din cho lnh vc c chn
3> Cng ty thuc s hu a phng hoc trong nc
4> Cng ty c nguyn vng tham gia vo d n ThP
5> Cng ty c b phn chuyn v pht trin sn phm
6> C nhu cu cng nh c hi thc hin ThP i vi sn phm ca cng ty
-

Cc tiu ch c th (ring):

7> Kh nng thc hin d n ThP

8> Cc c hi tim nng v thit k li sn phm
9> Quy trnh sn xut c t chc hp l
Xc nh cc tiu ch la chn cng ty tham gia d n ThP. > Biu mu N6
La chn cng ty da vo cc tiu ch nu. > Biu mu N6

48

4.4. Cp 4: Cng ty
Sau khi la chn cc lnh vc cng nghip v cc cng ty tham gia d n, cn nghin cu k cc
c im v nhu cu ca cc cng ty c chn.
4.4.1. Kh nng tip thu ca Cng ty
Phn ln cc kin thc m cng ty s dng trong i mi sn phm l cc kin thc t bn ngoi. Do
phn ln nhng i mi l du nhp t bn ngoi hn l c to ra t bn trong, kh nng s dng
cc kin thc bn ngoi l mt phn rt quan trng to nn nng lc i mi. Nh vy kh nng tip
thu - tc l kh nng nhn ra gi tr ca thng tin mi, dung np v ng dng n vo thc tin kinh
doanh sn xut ca mt cng ty - l v cng quan trng.
Cng tc xy dng nng lc tip thu mt cng ty tri qua hai giai on. Trong giai on u tin,
cng ty n lc nng cao kh nng tip cn vi kin thc mi. Giai on ny cn n vn ha chia s
kin thc ca cng ty. Giai on th hai bao gm cc n lc nng cao kh nng s dng cc kin
thc bn ngoi, tc l bin i v trin khai n trong doanh nghip.
Hiu c v cc nng lc k thut cng ngh hin ti v kh nng tip thu kin thc ca mt cng
ty s gip xc nh c cc kin thc cng nh cc chin lc i mi ph hp. Theo Ngn hng
Th gii (xem Hnh 28), cc cng ty c th c xp vo mt trong 4 loi, da trn:
(1) mc nhn thc ca cng ty v s cn thit ca thay i
(2) mc ban lnh o cng ty nhn thc v ci g phi thay i v cn lm g thay
i.
mc thp nht l cc cng ty khng c kh nng thc hin s thay i hay i mi. Ty thuc
vo mt cng ty vo giai on pht trin no m n cn n nhng cch h tr khc nhau thc
y s tin b ca cng ty, gip cng ty chuyn t gc phn t pha di bn tri sang gc phn t
pha trn bn phi (t kiu 1 sang kiu 4).
Nu cng ty c mt lc lng lao ng c o to tt, n s d dng hn trong vic tip nhn cng
ngh nc ngoi v pht trin nhanh hn. S sng to v vai tr ca cc k nng k thut v tay ngh
cp trung l iu quyt nh cho vic hp th v s dng cc cng ngh mi cng nh cho hot ng
nghin cu v pht trin khng chnh thc ca cng ty.

49

Hnh 28: Nhm cng ty theo trnh cng ngh v kh nng tip thu kin thc

Cng ty thuc loi no (theo Hnh 28: 1, 2, 3 hay 4)? > Biu mu N7

4.4.2. Xc nh chin lc i mi sn phm ThP ng n cho cng ty

i mi sn phm cn phi thc hin dn dn, trn nn tng ca cc ngun lc v kh nng sn c
ca cng ty. Ph thuc vo kh nng tip thu v cc k nng k thut ca cng ty m c th p dng
cc phng php sau:
1> Cc cng ty va v nh c trnh k thut thp:
Vic cn lm:

n nh sn xut v xy dng nng lc cnh tranh

i mi:

xy dng nhn thc v tim nng i mi

2> Cc cng ty va v nh c trnh k thut trung bnh:

Vic cn lm:

pht trin tnh cnh tranh

i mi:

Nng cao cc k nng c bn, khuyn khch tip nhn v ng dng cc tng mi

3> Cc cng ty c trnh k thut kh:

Vic cn lm:

H tr pht trin th trng, quc t ha cng vic kinh doanh

i mi:

Xy dng nng lc i mi ni ti

4> Cc cng ty giu c c va chuyn v nghin cu v pht trin:

Vic cn lm:

Pht trin th trng quc t, xm nhp chui cung ton cu

i mi:
Thc y s tham gia ca hot ng nghin cu v pht trin vo mng li i mi
quc t, vo cng cuc chuyn giao v ph bin cng ngh.
Cng ty thuc nhm no trong s 4 nhm cp trn? > Biu mu N7
Mt cch tip cn tng bc l cn thit cho cc doanh nghip SME thng gp kh khn v thu xp
cc khon u t ln. Cc SME c th thc hin cc iu chnh n gin, chi ph thp v hon vn

50

nhanh. Cc gii php kiu nng cao hiu sut sinh thi hay sn xut sch hn, nh lm gim chi ph
sn xut, c th mang li li nhun ngay. Vi nhng li nhun thu c ny, cng ty c nhiu thun
li hn trong vic thu xp ti chnh cho nhng gii php i hi u t ln (nh l thit k v pht
trin sn phm). Nh vy, mt d n ThP c th bt u vi vic thc hin sn xut sch hn
chun b v ti chnh cng nh h tr cho cc gii php ln hn sau ny.
4.4.3. La chn cng ty sn phm hay cng ty sn xut
Mt cng ty sn phm l cng ty pht trin, to dng thng hiu v sn xut (c th l mt phn)
sn phm ca mnh. Mt cng ty sn xut l cng ty khng a ra sn phm mang thng hiu ring
ca mnh ra th trng m ch yu gia cng cho cc cng ty khc. V d nh mt cng ty km nhng
nng gia cng cho cc cng ty khc. Nhng khc bit v c im ca cc cng ty ny l:
Cc cng ty sn phm c kinh nghim hn v pht trin sn phm mi v sn sng hn cho nhng
hot ng i mi sn phm (thng l i mi mang tnh t bin). Mt cng ty sn xut mun
chuyn i (mt phn) thnh cng ty sn phm thng gp phi vn hn ch v nng lc ni ti v
kinh nghim trong xc nh th trng tiu dng, v pht trin sn phm v v to dng thng hiu.
Cc cng ty ny nn c phng php i mi sn phm mang tnh ci tin dn dn hn l t bin.
Ngoi ra, cc cng ty sn xut cn nhiu h tr hn nng cao nng lc pht trin sn phm ca
mnh.
Cng ty thuc nhm no trong s 4 nhm cp trn? > Biu mu N7

4.5. Cc nhu cu v ThP

nh gi k hoch hnh ng
Sau khi thc hin tt c cc bc nh gi Nhu cu ThP, i ThP cn c c mt tm nhn r
rng v tim nng ca d n cng nh kh nng xy dng mt bn k hoch hnh ng cho d n.

Hnh 29: Bn t duy d n

4.5.1 Bn t duy
Cc bn t duy l cch hiu qu tm tt cc thng tin thu thp c v phn tch chi tit cc
thng tin . Cc bn t duy rt hiu qu trong:
- Tm tt thng tin
- Gn kt v phi hp thng tin t cc ngun khc nhau

51

- Suy xt cc vn phc tp
- Trnh by cc thng tin
to ra mt bn t duy, cn bt u vi vic vit ra ch ca bn gia v vch mt vng
trn bao quanh (xem Hnh 29). Vi cc ph chnh, v cc ng thng ni vi vng trn. Nu cn
c cc thang thng tin khc th li tip tc ni chng vi cc ph . Cch to ra mt bn t
duy cng c th tham kho trong v d Hnh 30.
Cc im xut pht ca bn t duy c th t nhng cu hi nh: Ai c lin quan? Ti sao? C th
cn n nhng hot ng chuyn giao tri thc no? Kt qu hu hnh ca d n l nhng g? Khung
thi gian d n nn nh th no? Trong Hnh 30 l mt bn k hoch hnh ng ThP quc gia ca
hai thnh vin TTSXS Srilanka phc tho trong mt kha hc.

Hnh 30. V d v bn t duy ca d n ThP quc gia

c to ra trong mt hi tho ThP

52

PHNG PHP 10 BC CHO

THIT K LI ThP
Thit K Li ThP (gi tt l Thit K Li), nh tn gi, l nhm thit k li mt sn phm
sn c ca cng ty (hoc ca i th cnh tranh ca cng ty) theo quan im pht trin
bn vng. Thit K Li rt hu ch i vi cc nc ang pht trin do tnh tim tin trong
i mi sn phm ca n c t ri ro v yu cu u t thp, li tun theo mt qu trnh
cht ch v c th d bo. i mi tim tin c tm quan trng tng ng vi i mi
bc ngot (xem Chng 3) c v kinh t ln thng mi. Do trng tm ca Thit K Li
l sn phm sn c, cc iu kin sn xut v th trng ca sn phm c bit r. C
th nh gi tim nng ci tin ca mt sn phm bng cc thng tin d thu thp, chng
hn nh t cc phn hi ca b phn bn hng, kinh nghim s dng sn phm, cc th
nghim hay t cc cuc kho st th trng. Ngoi ra, cc phng tin thit b dng cho
sn xut sn phm hin ti thng cng thch hp cho sn xut cc sn phm Thit K Li.
Nh , chi ph cho Thit K Li thng c chi ph hp l. Cc ri ro trong mt d n
Thit K Li, nh cc l do trn, cng thp hn ng k so vi cc phng thc i mi
sn phm tin tin hn.

Phng php Thit K Li c 10 bc. Mi bc l mt phn ca qu trnh pht trin sn phm,

c minh ha trong hnh di y. Trong cc mc k tip, mi bc u c gii thch km theo
cc biu mu tng ng (c trong a CD km theo)

Bc 1: Thnh lp Nhm d n v ln k hoch

Nhm d n Thit K Li chu trch nhim v khi ng v trin khai cc quy trnh Thit K Li Sn
phm cc cp cng ty v cp k thut. Do vy, Nhm d n cn xc nh nhng ngi
trong v ngoi cng ty s lin quan n cc hot ng ca d n v xc nh xem lm th no pht
huy tt nht kh nng ca tng ngi.
Cc thnh vin ca Nhm nn n t cc b phn khc nhau. Trong nhm cn c cc nh pht trin
sn phm, cc chuyn gia mi trng, cc nhn vin bn hng v tip th, cng nh i din ca ban
lnh o. Nu cn thit, cc phng cht lng v ti chnh cng cn c i din. B phn tip th l
ht sc quan trng i vi cc hot ng Thit K Li. Kinh nghim cho thy h ng vai tr ch
o trong chia s cc kin thc v nhu cu v mong mun ca khch hng cng nh trong vic tip
th sn phm cui cng.
Nhm d n cn c s h tr tuyt i t ban lnh o v gim c sn phm (hoc gim c sn
xut) v y l nhng ngi quyt nh ngn sch v k hoch cho d n. Cc i tc bn ngoi cng
ty (cc trng i hc, vin nghin cu, cc cng ty t vn, cc hip hi hoc t chc quc gia hoc
a phng) c th c mi tham gia d n hoc vo ban gim st. Xem thm Chng 4- nh gi
Nhu cu xc nh cc i tc thch hp ca d n.
Bn cnh phi kt hp, Nhm d n c th cn n nhng chuyn gia bn ngoi nu cng ty khng
c ngi nng lc chuyn su. Chuyn gia c th l mt nh thit k hoc nh t vn i mi sn
phm. Mc cng tc t vn ph thuc vo cc yu cu c th trong tng giai on ca d n. Vic
hp tc vi cc trng o to thit k cng c th rt tt cho d n vi s tham gia ca cc thc tp
sinh hay nghin cu sinh.

53

Nhm d n khng nn qu cng

knh (khng nn qu 6 ngi) v cn
c cc c im sau:
- C tnh sng to a ra c cc
ci tin
- C nng lc ra quyt nh
- C k nng giao tip trong nhm v
vi cc b phn cn li ca cng ty
- a ngnh ngh
- c t chc v hot ng tt
Vai tr ca mi thnh vin cn c
xc nh r rng ngay t u vi cc
nhim v v trch nhim c th ti
u ha qu trnh.
V d:
Cng ty Fabrica Venus (Guatemala)
thnh lp mt Nhm Thit K Li
vi nhng thnh vin t khu pht
trin sn phm v cc b phn khc.
Cc thnh vin ny ng gp mt
cch thit thc cho d n. (Xem thm
Chng 7, mc 1)
Nhm d n Thit K Li nn c cc thnh vin i
din ca nhng b phn no trong cng ty? Vai tr
ca tng thnh vin trong nhm l g? > Biu mu
R1

Mt iu kin tin quyt cho vic p dng thnh cng ca Thit K Li ThP (Thit K Li theo
phng php lun Thit k hng ti Pht trin Bn vng) - cng ging nh trong bt c qu trnh
trin khai no khc- l to ng lc cho cc thnh vin ca Nhm. C 3 cch c bn lm iu ny:
1) Nu r cc li ch kinh doanh ca Thit K Li ThP
2) a ra cc v d thnh cng ca p dng Thit K Li ThP v cc kt qu c th
3) a ra cc lp lun c th thuyt phc.
Thm vo , cc d n Thit K Li thnh cng s c tc dng khuyn khch cc nhn vin v gip
a ThP vo cng vic kinh doanh ca cng ty sau khi d n hon tt.

54

Hot ng u tin ca Nhm Thit K Li l xy dng mt k hoch hnh ng r rng, ch ra

nhng kt qu mong i c th. Phn ln cc d n Thit K Li ko di t 3 thng n 1 nm, ph
thuc vo nng lc i mi ca cng ty v vo phc tp ca sn phm c chn Thit K Li.
Tho lun v thi gian biu ca d n: s lm nhng vic g? Nhm d n s hp bao lu
mt ln v trao i thng tin vi cc b phn khc trong cng ty nh th no? > Biu mu
R1

Bc 2: Phn tch SWOT cho cc ng lc v mc tiu ca cng

ty
Qu trnh Thit K Li ThP v c bn ging nh pht trin sn phm thng thng. Tuy nhin, khc
bit mu cht l mc tiu ca n nhm vo tch hp cc tiu ch pht trin bn vng. Do vy, qu
trnh Thit K Li an xen vi cc qu trnh pht trin sn phm v kinh doanh thng thng trong
cng ty. (Ch n cc ng song song ca cc qu trnh c m t Chng 3, hnh 7). V vy,
mc tiu ca cng ty v tnh hnh kinh doanh hin ti ca cng ty cn c tnh n khi thc hin d
n.
mt d n Thit K Li c thnh cng, iu quan trng l phi c cc mc tiu v kt qu
mong i r rng ngay t u. Cc mc tiu ca cng ty v Nhm d n l g? Nhm d n cn phi
chc chn rng cc mc tiu d n l ph hp vi chnh sch, k hoch kinh doanh v cc k hoch
khc ca cng ty.
Trn c s phn tch SWOT, vi nhng phc tho v kh nng i mi sn phm ca cng ty v tng
quan v cc ng lc ThP, nhm c th xc nh mc tiu ca d n v mc tham vng cng nh
trnh i mi ca cng ty mnh.
Phn tch SWOT
Phc ha mt bc tranh v tnh hnh cnh tranh ca cng ty l iu cn lm. Phn tch SWOT l mt
cng c hu hiu h tr cho vic ny. N phn tch cc im mnh v im yu ni ti cng nh cc
c hi v nguy c ca cng ty. (Xem thng tin chi tit v phn tch SWOT Chng 3).
V d:
Cng ty Talleres REA (Guatemala) thc hin phn tch SWOT xc nh cc
mc tiu r rng cho d n. (Xem thm Chng 7 mc 2)
Xc nh cc iu kin ni b v bn ngoi cng ty v in vo Ma trn
SWOT > Biu mu R2
Nng lc v i mi sn phm ca cng ty da trn cc kinh nghim trong lnh vc ny v kh nng
ca i ng nhn vin. Nng lc ny gip cng ty xc nh k vng v i mi sn phm mt cch
hp l.
Hot ng ch yu ca cng ty l g? Pht trin v sn xut ra sn phm ca mnh (cng ty
sn phm) hay l s dng nng lc sn xut ca mnh sn xut sn phm cho cc cng ty
khc (cng ty sn xut) > Biu mu R2
Tnh trung bnh, c bao nhiu sn phm c Thit K Li v tng cng c bao nhiu sn
phm mi c cng ty a ra th trng hng nm? > Biu mu R2
Cng ty c b phn pht trin sn phm ring hay thng thu thit k bn ngoi cho cc
sn phm ca mnh? > Biu mu R2
Cc ng lc ca Thit K Li ThP

55

Ti sao cc cng ty mong mun thc hin cc sng kin ThP? Cc ng lc ThP ca cng ty l g?
i khi mt cng ty chu cc p lc t bn ngoi, chng hn nh i hi ca lut php hay ca chui
cung. Tuy nhin, thng th cc d n Thit K Li c thc hin l do nhu cu t thn ca cng ty,
chng hn nh gim chi ph hay trch nhim doanh nghip. Thng th c mt hay hai ng lc
chnh. Nhng ngay c khi cc ng lc l r rng th cng cn kim chng li trong giai on u d
n xem cn c nhng ng lc no khc na khng. (Xem thm Chng 2, phn tng quan v cc
ng lc ThP xc nh cc ng lc quan trng ca cng ty)
Xc nh cc ng lc ThP thch hp ca cng ty v xp hng chng > Biu mu R2
Cc ng lc ThP ni ti v bn ngoi cng ty lin quan n 3 tr ct ca Pht trin Bn vng: con
ngi, tri t v li nhun. Trong mt s d n, mc tiu t ra l t c s cn bng hon ho
gia chng.
V d: Trong trng hp dy chuyn sn xut ti ti ch s dng nguyn liu nha ph
thi n , bn cnh yu t mi trng, yu t x hi trong vic to ra thu nhp l rt
quan trng. (Xem thm Chng 7 mc 5).
Cc d n khc c th t trong tm vo yu t mi trng hoc con ngi.
V d: Yu t x hi l c bit quan trng trong pht trin cc sn phm vt liu
xy dng t t thi ra sau qu trnh khai thc m Nam Phi. Hiu qu x hi
ca d n t c cao hn hn so vi hiu qu mi trng. (Xem thm Chng 7
mc 4)
Tho lun xem trong d n, cc yu t con ngi, tri t v li nhun c
th cn bng vi nhau hay l mt hay hai yu t s c u tin hn >
Biu mu R2
Mc tiu ca d n
Sau khi thc hin phn tch SWOT hiu r v v tr cnh tranh ca cng ty v xc nh c th
cc ng lc ThP, c bn trong ln bn ngoi, nhm d n cn tr li cc cu hi sau:
- Cng ty cn lm g?
Do cc yu cu lut php v bo v mi trng hay do cc yu cu ca khch hng
- Cng ty mun lm g?
Do mun gim chi ph, nng cao v th trn th trng hay do mun thc hin trch nhim x hi ca
doanh nghip
- Cng ty c th lm g?
Ty thuc vo cc ngun lc v con ngi v ti chnh cng nh vo kh nng i mi sn phm ca
cng ty.
Cc mc tiu c th ca d n ThP c xc nh da trn cc u vo va nu. Mc tiu ca d n
Thit K Li c th phi thay i da trn cc u vo . Cc v d v mc tiu d n c cp
di y:
Cc mc tiu c th t ra i vi d n Thit K Li ThP
-

chng minh rng tnh bn vng ca mt sn phm c th ci thin c

hiu bit su sc v cc tc ng x hi, kinh t v mi trng ca vng i mt sn

phm

thng t cc yu t bn vng ca mt sn phm vi th trng

56

minh chng rng ThP c th ng gp vo nng cao li nhun (hoc gim chi ph) cho
cng ty

gip cng ty v danh mc sn phm ca cng ty c s chun b trc cho nhng thay i
sp ti v lut php

xm nhp vo cc th trng ngch vi cc sn phm bn vng

gim chi ph tnh cho ton b vng i sn phm

Kinh nghim cho thy vi d n u tin th nn t ra cc mc tiu c th t c trong thi gian

tng i ngn. iu ny gip t nn mng v xy dng k nng cho cc d n sau ny.
Mc tiu ca d n trnh din ThP l g? > Biu mu R2

Bc 3: La chn sn phm
Vic la chn sn phm no Thit K Li trong cng ty thng c thc hin theo trc gic. Tuy
nhin cch lm ny c th dn n vic khng chn c sn phm thch hp nht v c th lm
gim c hi thnh cng ca d n. V vy, cc tiu ch la chn sn phm cn c da trn kt qu
bc 2. Sn phm c chn cn c thc y bi cc ng lc ca vic Thit K Li sn phm v
gn b vi mc tiu d n c xc nh Bc 2.
Trn c s Bc 2, hy xc nh cc tiu ch la chn sn phm? > Biu mu R3
Nu c th, sn phm c chn nn c cc c im sau:
-

C tim nng cho thay i

Tng i n gin ( c th t c cc kt qu mt cch nhanh chng v trnh phi thc

hin qu nhiu nghin cu)

c h tr bi cc ng lc ThP ca cng ty c xc nh

La chn mt sn phm trong danh mc sn phm ca cng ty khp vi cc tiu ch la

chn sn phm Thit K Li? > Biu mu R3

Bc 4: Cc ng lc ThP cho sn phm c la chn

Cc cng ty thng pht trin, sn xut v tiu th nhiu sn phm cng lc. Cc ng lc xc
nh trong Bc 2 c th p dng cho ton b gi sn phm nhng c th khng hon ton ng
vi sn phm c chn. V d, sn phm c chn c th b nh hng bi cc quy nh v lut
bo v mi trng hoc sn phm c bn trong cc th trng ngch cho cc khch hng c nhu
cu. Do vy, s c li nu lm li phn cc ng lc cho ThP (chng 2) nh gi cc ng lc
cho sn phm c la chn.
Xc nh cc ng lc ni ti v bn ngoi c lin quan n sn phm c la chn v xp
hng chng > Biu mu R4

Bc 5: nh gi tc ng ThP
thc hin thnh cng mt d n Thit K Li ThP cn da trn s hiu bit v cc tc ng bn
vng ca sn phm la chn trong sut vng i sn phm ca n. C th nh gi vng i sn
phm da trn ba tiu ch bn vng l tri t, con ngi v li nhun. C nhiu cch, c nh tnh v
nh lng, nh gi tnh bn vng ca sn phm. Phng php nh gi vng i sn phm
(LCA) c thc hin rt chi tit v mt nhiu thi gian. Mt s phng php nh gi nh tnh hn

57

(vi s h tr ca phn mm LCA) c th a ra nhng c lng mang tnh nh tnh v cc tc

ng (xem trong mc cc ti liu tham kho phn Ti liu Tham kho trong phn cui sch).
Vi quy m ca cc d n Thit K Li ThP nhm vo cc doanh nghip va v nh cc nc ang
pht trin, vic s dng cc phng php nh gi bn vng n gin v nh lng hn l ph hp.
Nhn chung, cc doanh nghip va v nh c tng i t nhn vin, kinh nghim, s liu v ngun
ti chnh khng sn c. Hn na, cc yu t x hi thng c nh gi nh tnh.
Cc mc tiu chnh ca nh gi Tc ng ThP l:
hiu cc kha cnh bn vng chnh ca vng i sn phm; v
xc nh cc u tin bn vng trong vng i sn phm
nh gi tc ng ThP bao gm 5 bc:
1. To s nhnh cy v quy trnh trong vng i sn phm.
2. Xc nh iu kin s dng v n v chc nng;
3. Xc nh tiu ch tc ng ThP
4. in vo Ma trn Tc ng ThP; v
5. Xp hng cc tc ng ThP.
1> To s nhnh cy v quy trnh vng i sn phm
Nhm d n trc ht cn xc nh khu vc chnh cn nghin cu hay cn gi l n v chc nng
v phm vi nh gi. Mt s quy trnh dng nhnh cy c th c s dng xc nh cc
bc ch yu trong vng i sn phm v cc ranh gii ca h thng. iu ny c thc hin bng
cch ch ra cc bc ch yu thuc u vo ca chui gi tr, nh khai thc nguyn vt liu v ch
bin, v cc bc ch yu thuc u ra ca chui gi tr, nh qu trnh ng gi, vn chuyn v phn
phi, bn sn phm, s dng, thi b v ti ch. S quy trnh vng i sn phm ng vai tr quan
trng v n ch ra tt c cc bc trong vng i sn phm cn tnh n. N gip xc nh nhng
bc no cn xem xt k hn. S ny cng gip nhm d n nhn ra nhng phn no gy tc
ng ln hn v cn c xem xt nh cc tc ng u tin. Nh vy, nhm d n xc nh c cc
gii hn ca d n. Cc phn cn c u tin nghin cu ph thuc vo mt s yu t, nh liu
cng ty c th tc ng n cc bc ny hay khng, v thng tin c sn c hay khng. V s quy
trnh rt c ch. iu ny c th thc hin thng qua phn mm v biu hoc v bng tay. Nn ghi
ra v tr a l ca cc bc trong vng i sn phm (xem hnh 32)

58

V d: D n chui gi tr c thc hin

nh my sn xut kem sa Hacienda El Jobo
(El Savador). N tnh n cc giai on nng
nghip, sn xut v bn l trong sn phm
Xem Chong 7.3

Ch ra cc bc trong s quy trnh sn phm v ch ra v tr a l ca tng bc > Biu

mu R5
2> Xc nh hon cnh s dng v n v tnh nng
Tnh nng ca sn phm v cch ngi tiu dng s dng sn phm - cn c gi l hon cnh s
dng - c th h tr vic xc nh n v tnh nng. Cch s dng sn phm, nh tn xut v tui bn
c tc ng ln n kt qu nh gi tnh bn vng; c bit khi sn phm tiu th nng lng hoc
nguyn vt liu trong qu trnh s dng. Vic xt n v tr s dng ca sn phm cng quan trng
khi m iu kin khu vc, nh c nhiu phng thc sn xut in khc nhau (than, nng lng ht
nhn hay nng lng ti to), c th gy ra cc tc ng mi trng khc nhau. Hon cnh s dng
bao gm v tr, thi gian v cc yu t lin quan n sn phm. V d, sn phm s c s dung
bi mt gia nh bnh thng Uganda vo nm 2005 ti mt thnh ph ca Uganda vi tn xut
trung bnh 1 gi/ngy trong vng 10 nm
Xc nh hon cnh s dng v n v tnh nng ca sn phm > Biu mu R5
3> Xc nh cc tiu ch tc ng ThP
Vng i sn phm ( c cp Chng 2), bao gm khai thc nguyn liu th, ch to, vn
chuyn v phn phi, s dng cng nh cc yu t cn xt n khi thi b sn phm. Mi giai on
trong vng i sn phm u tiu th nguyn liu v nng lng (u vo) v thi cc cht thi (u
ra) vo mi trng (xem hnh 33). Hn na, mi giai on trong vng i sn phm u c cc tc
ng x hi (con ngi) v cng bao gm yu t kinh t (li nhun).

59

Vn

Ma trn Tc ng ThP l mt phng php nh tnh hoc bn nh tnh khi qut cc u vo v u

ra lin quan n mi trng cng nh cc kha cnh x hi mi giai on trong vng i sn phm.
N cng ch ra cn b sung thm thng tin u. Ma trn ny gip nhm d n a ra nh gi nh
tnh nhanh v vng i sn phm. Ma trn gm 7 ct v nhiu hng. Cc ct tng ng vi cc giai
on khc nhau trong vng i sn phm v cc hng l cc tiu ch ThP c lin quan.
Hng_Cc tiu ch mi trng thng bao gm: s dng nguyn liu, tiu th nng lng, cht thi
rn, v cc pht thi c hi. Cc tiu ch x hi thng bao gm trch nhim x hi, pht trin kinh
t quc gia v khu vc, cc kha cnh x hi v mi trng ni lm vic lin quan n qun l nhn
lc. C th xem xt thm cc vn khc. V d nh cc vn a phng hay cc vn lin quan
n tnh bn vng nh tiu th nc, a dng sinh hc, pht thi CO2. gi thnh v di sn vn ho.
Bn cnh , cc hng ngang c th m rng thm v kt ni vi cc ng lc ThP c lin quan
(Bc 2 hoc 4).
in vo hng th nht v ct th nht ca Ma trn Tc ng > Biu mu R4
Ct_Tu thuc vo s qu trnh vng i sn phm, c nhiu cch t tn cc bc v s ct
c th tng. hnh 34, vng i gm 6 bc. Tu thuc vo tnh hnh thc t, nhm d n c th
quyt nh thm hay b i cc giai on. V d, nu ngi bn l quan tm n cc tc ng ThP ca
sn phm, i d n c th thm ct ngi bn l gia giai on phn phi v s dng. Bng cch
ny, vai tr ca ngi bn l (v d, lm lnh sn phm siu th) c th c xc nh r rng hn
trong nh gi Tc ng ThP. Trong trng hp mt cng ty bn tr gp tham gia vo d n, trong
khi sn phm vn cn thuc v cng ty th nn thm vo giai on dch v v bo dng.

60

C gng lm ma trn r rng v d hiu. Khng thm hng v ct nu khng cn thit!

Xc nh cc tiu ch ThP (hng) v cc giai on trong vng i sn phm (ct).
Hnh 34. Ma trn nh gi Tc ng ThP

Nguyn
vt liu

Nh cung
cp

Sn xut
trong nh

Phn
phi

S dng

Thi b

Nguyn liu

Tiu th
nng lng

Cht thi
rn

Pht thi
c hi

Trch
nhim x
hi

Qun l
nhn lc

Phn b
kinh t

Nc

CO2

4> in vo Ma trn Tc ng ThP

Bc tip theo l tho lun v in kt qu vo Ma trn Tc ng ThP. Thng kin thc ca nhm
d n l . tng y l cng ngi li v tho lun cc kha cnh ThP ca cc bc khc nhau
trong vng i sn phm. Trong mt s trng hp, s hiu qu nu c s tham gia ca chuyn gia
ThP. V d, tho lun v cc yu t mi trng s tt hn nu c s tham gia ca chuyn gia nng
lng.
C nhiu cch in vo ma trn. Nhm d n c th quyt nh ma trn s mang tnh nh tnh (v
d, nha nhin liu ho thch) hay nh lng hn (v d 200 lt xng). Ci kh khng phi l ghi
ht tt c cc nguyn liu v qu trnh, m l ghi li cc v lin quan n nhau.

61

Mt vi gi in vo Ma trn Tc ng ThP:
Hng v nguyn liu_mc tiu l ghi li nhng vn mi trng lin quan n u vo v u ra
ca nguyn liu. Trong hng phi c thng tin v d liu v vic s dng nguyn liu v cc thnh
phn l: khng ti to c, b cn kit, to pht thi trong qu trnh sn xut (nh ng, ch v
km), s dng khng ph hp hoc khng hiu qu trong tt c cc giai on ca vng i sn phm.
Mt s cu hi lin quan cho nhm d n:
Loi v nguyn liu c s dng?
Loi v lng x l b mt c s dng?
Nhng nguyn liu ny l ti to hay khng ti to?
Cc nguyn liu ny c thch hp (cho ti ch)?
Cc nguyn liu khc?
Hng v tiu th nng lng_Hng ny lit k tiu th nng lng trong tt c cc giai on ca
vng i sn phm. N c th bao gm nng lng tiu th cho qu trnh sn xut ra sn phm, vn
chuyn, hot ng v s dng hoc bo dng v phc hi. Nguyn liu u vo vi hm lng nng
lng cao c lit k th nht trong ct. Kh thi t qu trnh s dng nng lng c lit k
hng ny. Mt s cu hi c lin quan cho nhm d n l:
Bao nhiu nng lng tiu th trong qu trnh ch to
Nhin liu g c s dng (than , gas, du v.v)?
Sn phm c vn chuyn nh th no, bao xa v bng phng tin g?
Cc vt liu tng nng lng nh nhm nguyn khai c c s dng khng?
Khc?
Hng v qun l ngun nhn lc_Hng ny lit k cc hot ng cn thit ci thin vic qun l
ngun nhn lc ti cng ty. Mt s vn c lin quan bao gm:
Mc an ton v sch ti ni lm vic?
Nhn vin v gia nh ca h c c hng ch chm sc sc kho khng?
C cc chnh sch lin quan n quyn ca on th khng?
C cc chnh sch on th chng s dng lao ng tr em khng?
C cc chnh sch on th chng phn bit i x khng?
Cc nhn vin c c hi c o to v pht trin trong cng ty khng?
Khc?
V d: Trong d n ca Talleres REA (Guatemala), i d n
in mt Ma trn Tc ng ThP tng t ch ra cc tc ng
khc nhau. Xem chng 7.2.

Lm tng t vi cc vn bn vng khc ct th nht ca Ma trn Tc ng ThP

in vo Ma trn tc ng ThP > Biu mu R5

62

5> Xp hng cc tc ng ThP chnh

Sau khi in vo ma trn, kim tra cc v nh du cc tc ng bn vng chnh. Bc tip theo
l xp hng cc tc ng ny lm trng tm pht trin cc gii php ci tin.
nh du cc hay cc hot ng trong Ma trn Tc ng ThP c cc tc ng bn vng
ln. > Biu mu R5
Trong qu trnh ph trin ma trn, cc gii php ci tin s tr nn r rng.
La chn cc gii php ci tin s dng cho giai on xut tng tip theo. > Biu
mu R7

Bc 6: Pht trin k hoch ThP v bn tm tt Thit k ThP

Nhng hiu bit su thu c trong giai on phn tch (Bc 2, 4 v 5) l tin thc hin Bc
6. M hnh bnh xe k hoch ThP m t 7 k hoch ThP ph bin bao gm mt lot cc ch dn ci
tin v tng ng vi cc giai on trong vng i sn phm:
1) La chn cc nguyn vt liu gy tc ng thp;
2) Gim s dng nguyn vt liu;
3) Ti u ho cng ngh sn xut;
4) Ti u ho h thng phn phi;
5) Gim tc ng trong qu trnh s dng;
6) Ti u ho giai on ban u vng i; v
7) Ti u ho giai on thi b sn phm.

Bn cnh 7 k hoch c m t trn, hnh 35 cng ch ra k hoch 0 ca hon thnh thit k

sn phm mi - mt k hoch quan trng trong cc tim nng i mi sn phm. Trong k hoch
ny, cc nhu cu ca ngi tiu dng xc nh qu trnh pht trin kt hp cc sn phm v dch v
p ng cc nhu cu ny mt cch bn vng nht. Cun sch ny tp trung vo Thit K Li ThP v
Tham chiu ThP, v vy khng cp n cc k hoch i mi c bn hn. Cun sch ca UNEP
v Thit k cho Pht trin bn vng: Hng dn ton cu (Ting Anh A Global Guide) (2006) c
nhiu thng tin hn v vn ny.

63

M hnh bnh xe K hoch ThP c th c s dng nhng k hoch no trong s by k hoch l

ph hp nht vi sn phm c la chn. Cc kt qu trong qu trnh phn tch c kt hp vi
cc k hoch ci tin ThP tim nng. Tuy nhin, cc kt qu thu c t Bc 2, 4 v 5 c th ch ra
khng ch mt k hoch ci tin, hoc ngc li, a ra ch dn khng r rng. Cc kt qu ny c
dn n mt ch dn ci tin khc vi ch dn thu c t kt qu qu trnh xp hng cc ng lc
ThP (kha cnh kinh doanh).
V d, mt cng ty Vit Nam pht trin mt sn phm in t cho th trng Chu u. Kt qu qu
trnh nh gi Tc ng ThP c th ch ra vic tiu th nng lng v phn phi ton cu c cc tc
ng mi trng ln nht. Kt qu l i thit k s tp trung vo k hoch 5 trong ThP Gim tc
ng trong qu trnh s dng v k hoch 4 Ti u ho h thng phn phi. Mt khc, kt qu ca
qu trnh nh gi ng lc ThP ch ra rng cc quy nh php lut v mi trng lin quan n cc
quy nh v thu hi sn phm v cc cht nguy hi l cn thit. Kt qu l nhm d n quyt nh
tp trung vo k hoch 1 la chn cc nguyn vt liu t gy tc ng v k hoch 7 ti u ha
giai on thi b (xem hnh 36)

64

iu ny gy kh khn cho vic quyt nh la chn k hoch thit k ThP v nh gi cn bng

gia cc kt qu ca cc nh gi khc nhau. thun li cho qu trnh ra quyt nh, nhm d n c
th la chn hai k hoch da trn nh gi Tc ng ThP v 2 k hoch da trn ng lc ThP.
Da vo kt qu Ma trn Tc ng ThP, hai k hoch ThP hng u cho cc gii php ci
tin l g? > Biu mu R6
V d: Trong d n Talleres REA (Guatemala), cc
k hoch khc nhau c la chn, 2 k hoch
c pht trin da trn ma trn tc ng v hai k
hoch da trn cc ng lc. Xem chng 7.2.

Sau khi xc nh cc mc tiu ca d n v la chn 4 u tin cho cc k hoch ThP, nhm d n s

thc hin nh gi cui cng v la chn cc k hoch sn phm cho Thit K Li ThP.
Cc k hoch ThP no ca cng ty v nhm d n tp trung vo cc bc xut tng
v pht trin khi nim tip theo?
Biu mu R6
Sau khi cc k hoch ThP c quyt nh, nhm d n c th thc hin m t thit k chi tit
hn. Bn m t thit k cn bao gm t nht:
(Cc) l do la chn sn phm;
Ch dn cc mc tiu x hi (con ngi), mi trng (hnh tinh) v ti chnh (li nhun);
La chn cc k hoch ThP;
Cch qun l d n;
Thnh phn nhm d n;
K hoch v thi gian biu cho d n; v
Ngn qu d n (i ng nhn vin v tin) v thng k cc hot ng.
Thc hin bn m t thit k ThP. Biu mu R6

Bc 7: xut tng v la chn

Bc ny xut cc tng ci thin tnh bn vng ca sn phm. Cc tng c xut s
c nhm d n xp hng, la chn v trnh by chi tit tng sn phm mi (xem hnh 37)

65

Bn m t thit k ThP v la chn k hoch ThP l bc khi u cho vic xut tng cho cc
qu trnh ci tin. C nhiu cch c th c s dng xut tng:
1) S dng cc tng thu thp c trong qu trnh nh gi Tc ng ThP v ng lc
ThP;
2) S dng m hnh bnh xe K hoch ThP suy ngh;
3) S dng quy tc ngn tay ci ThP; v
4) Cc phng php sng to khc.
1> tng t nh gi Tc ng ThP v ng lc ThP
Trong qu trnh phn tch Ma trn Tc ng ThP v cc ng lc ThP, cc bin php ci tin c
tp hp trong biu mu R7.
V d: Nha ti ch c s dng to ra sn phm
mi (k hoch 1) l ti lm t rc ti ch (n ).
Xem chng 7.5.

66

2> Suy ngh vi m hnh bnh xe K hoch ThP

M hnh bnh xe k hoch ThP c s dng xc nh cc ch dn thit k ph hp cng nh khi
dy cc tng mi. Vi cch suy ngh nh vy, 7 k hoch ThP s c m rng vi cc chin
lc ph:
1. La chn cc nguyn vt liu gy tc ng thp tc l:
a) Sch hn
b) C th ti to c
c) Tiu th t nng lng hn
d) Ti ch
e) C kh nng ti ch
f) C tc ng x hi tch cc (v d: to ra thu nhp cho a phng)
2. Gim s dng nguyn vt liu:
a) Khi lng
b) Th tch (vn chuyn)
V d: trong nhiu trng hp, gim s dng nguyn liu
(k hoch 2) c p dng. Xem chai nha Microplast
(Costa Rica), chng 7.6. v bao gi xut khu (Uganda),
xem chng 7.7.

3. Ti u ho cng ngh sn xut:

a) Thay i cng ngh
b) Gim cc bc sn xut
c) S dng t nng lng/ nng lng sch hn
d) Gim cht thi
e) Ti ch vt liu tha trong cng ty
f) An ton v v sinh ti ni lm vic

V d: Nh my Hacienda El Jobo (El Salvador)

p dng vic ti u ho cng ngh sn xut (phng
n 3) vo qu trnh sn xut b sa. Nh my gim
s dng nc trong qu trnh sn xut. Xem Chng
7.3.

4. Ti u ho h thng phn phi:

a) S dng bao gi t hn/sch hn/ti s dng c
b) Hiu qu nng lng trong qu trnh vn chuyn

67

c) Hiu qu nng lng trong khu hu cn

d) Thu ht cc nh cung cp a phng
V d: Ti u ho h thng phn phi bao gm vic thay
i hnh dng v kch thc chai nha Microplast. Xem
chng 7.6.

5.

Gim tc ng trong qu trnh s dng:

a) Tiu th nng lng t hn
b) S dng ngun nng lng sch
c) Gim nhu cu tiu th
d) Tiu dng sch hn
e) H tr sc kho v nng cao gi tr gia tng x hi
V d: Qu trnh thit k n nng lng mt
tri Campuchia p dng phng n tiu
th t nng lng (phng n 5). Xem Chng
7.8.

6. Ti u ho vng i sn phm:
a) ng tin cy v bn
b) Bo dng v sa cha d dng
c) Cu trc sn phm c th tho ri c
d) Thit k c in
e) Mi lin h cht ch gia sn phm - ngi s dng
f) H thng bo dng v dch v a phng
V d: Phng n bo dng v sa cha d dng
(phng n 6) c p dng vi my tch c ph ca
Talleres REA (Guatemala). Xem Chng 7.2.

7. Ti u ho giai on cui vng i sn phm:

a) Ti s dng sn phm
b) Ti sn xut/tn trang li
c) Ti ch nguyn liu

68

d) An ton trong qu trnh t

e) Xem xt n h thng thu gom/ti ch trong khu vc (khng chnh thc)
T chc tho lun v t ra cc phng n ci tin sn phm bn vng s dng cc phng
n ThP c la chn. > Biu mu R6
3> Quy tc thng qua (ngn tay ci) cho cc phng n ThP
Vi mi k hoch trong 7 k hoch, c quy tc thng qua ring. Chng 8 tm tt cc quy tc ny.
Kim tra cc quy tc xem liu chng c khi gi cc bin php ci tin khc khng.
Biu mu R7
4> p dng cc k thut sng to khc
Bn cnh cc ci tin thu c t cc bc trc, cng c th p dng cc k thut sng to khc
xut cc bin php ci tin.
T duy sng to l thut ng c s dng m t cc cch suy ngh khc nhau a ra cc
tng mi. Cc tng ph hp hay khng ph hp u c th dn ti cc khi nim c ch. K
thut sng to to cm hng cho nhm d n xut cc tng thm ch to bo nht. Chng 9
a ra mt vi k thut.
Thc hin bui suy ngh sng to v xut cc bin php ci tin. > Biu mu R7
La chn cc tng c trin vng
Sau khi xut hng lot tng, cn tp hp cc tng theo 7 k hoch ThP.
Tp hp tt c cc bin php ci tin c xut theo cc k hoch ThP. >Biu mu R7
p dng qu trnh la chn nh tnh xp hng cc tng. Cc bin php c nh gi theo cc
tc ng/li ch mi trng, x hi v kinh t cng nh tnh kh thi v mt cng ngh v t chc.
Bn cnh cc tiu ch di y, mi cng ty cn xc nh thm cc tiu ch hoc tnh im chng
khc nhau theo tng trng hp c th. Mt s tiu ch c th c:
Li ch mi trng (tri t) d tnh;
Li ch x hi (con ngi) d tnh;
Li ch kinh t (li nhun) d tnh;
Tnh kh thi v mt k thut (ch ra cc ngun lc sn c ca cng ty);
Tnh kh thi v mt t chc;
Nm bt c cc gi tr gia tng ca ngi s dng; v
Tim nng th trng.
Cc tiu ch no s c s dng la chn v xp hng cc bin php ci tin? > Biu
mu R7
C th nh gi v cho im cc bin php ci tin theo cc tiu ch.

69

Gii php c tnh kh thi thng c mi lin h vi thi gian: mt s gii php ci tin v Thit K
Li c th thc hin ngay lp tc (ngn hn) v mt s khc i hi nhiu thi gian hn (trung hoc
di hn).
Lit k cc gii php v xp hng da trn mi lin h thi gian (ngn hay di hn)
Biu mu R7
La chn cui cng ch c a ra khi cc tng c pht trin chi tit hn - c bit n
nh l khi nim sn phm.

Bc 8. Pht trin khi nim

Trong bc ny, cc tng sn phm c la chn s c pht trin thnh cc khi nim v thit
k chi tit hn. V bn cht, cc tng xut t trc c kt hp vo trong cc khi nim
(xem Hnh 37).
Bc ny c th khng chc chn v tnh kh thi ca cc tng khc nhau. Trn thc t, hng lot
cc khi nim c pht trin cng thi im. C th kt hp nhiu tng vo mt thit k. K
thut c tn Hp Hnh thi hc (xem Chng 9 Cc k thut sng to) s c ch nu nhm d n
mun kt hp nhiu tng trong mt khi nim sn phm mt cch c h thng. (xem Hnh 38).
i thit k c th s dng m hnh kim tra, nguyn mu v m phng my tnh nh gi tnh
kh thi v mt k thut. Cc cng c ny s a ra ci nhn c th hn v tnh kh thi k thut v cho
php ti u ho thit k. Cc kha cnh v ti chnh cng cn c ch khi a ra cc khi nim
mi. Nhm d n cn chc chn rng cc li ch ti chnh do cc bin php la chn mang li s cao
hn cc chi ph thc hin chng. Bc tip theo l nh gi v la chn cc khi nim trc khi i
vo chi tit hn. Khng phi tt c cc khi nim c pht trin u c li ch nh nhau. C th
xem xt n kh nng kt hp cc c tnh tt nht ca cc khi nim.
Bng la chn l cch tt nh gi cc khi nim. Nhm d n s dng thng tin v cc c trng
ca sn phm t cc bc trc (ging nh Bn M t Tm tt Thit k ThP). Nhm d n phn b
cc gi tr nh tnh khc nhau nh tt, trung bnh, km hoc thang im t 1 n 10. Vi cc gi tr
ny, c th c lng gi tr mi khi nim. Qu trnh ny tng t nh trong giai on xut v
la chn tng (xem Bc 7).
Bn cnh thit k sn phm, k hoch sn xut v marketing cn c pht trin nh cc d n i
mi sn phm truyn thng (xem Chng 3).

70

Hnh 38. Hp Hnh thi hc cho xe mooc vn chuyn thc phm Ghana

V d: Hp hnh thi hc c s dng

pht trin thit k xe moc vn
chuyn thc phm phm Ghana (xem
chng 7.9).

Bc 9: nh gi ThP
So snh h s sn phm ca thit k mi vi sn phm c nh gi tnh bn vng ca sn phm
mi.
nh gi cc li ch ca ng lc ThP v cc mc tiu c xc nh Bc 2. > Biu
mu R9

Bc 10: Thc hin v theo di

Bc ny bao gm xy dng nguyn mu sn xut, kim tra, lp k hoch sn xut trn quy m ln
v kim tra kh nng tip th. i vi cc sn phm Thit K Li ThP, cc yu t bn vng c kt
hp trong cc hot ng ny. Trong qu trnh xy dng nguyn mu v kim tra, c th nh gi kh
nng bn vng trn thc t ca sn phm. Trong qu trnh kim tra kh nng tip th, phn ng ca
khch hng i vi cc cht lng bn vng ca sn phm c th c nh gi bn cnh cc tiu ch
chun. Vi vic xem xt k, c th c nhng thay i cui cng trc khi a vo sn xut trn quy
m ln.
Tng t, cng ty cn chun b chin lc qung b. Cng ty cn quyt nh liu c a ra cc li
ch bn vng ca sn phm r rng trong qung co sn phm hay khng. Cc phng n ny u c
nhng mt thun li v bt li. Marketing r rng c th c ch nu nhm tiu dng quan tm n cc

71

vn bn vng, hoc marketing gp phn to nn thng hi hoc hnh nh cng ty. Bt li l

cng ty c th b yu cu chng minh cc tnh bn vng tuyn b. Hn na, tnh bn vng l mt
khi nim tru tng i vi khch hng, ng vai tr quan trng trong vic nhn mnh thng ip
qung co.
Sau khi pht ng sn phm, cng ty cn quan trc mc bn vng thc t ca sn phm. Cc phn
hi v ph bnh, cng nh cc kt qu thu c t qu trnh ch ng nh gi s c a vo vic
lp k hoch cho qu trnh xem xt li sn phm.

72

THAM CHIU ThP

phn ln cc nc ang pht trin, sao chp (hay bt chc) l phng php ph
bin pht trin cc sn phm mi. Cc doanh nghip va v nh (SMEs) thng
ly tng v sn phm da trn cc sn phm c sn ca cc i th cnh tranh
trong nc cng nh quc t. Cch tip cn Tham Chiu ThP pht trin hc thuyt
tng t: hc hi da trn cc gii php ci tin ca cc i th cnh tranh. Cch tip
cn Tham Chiu ThP c bit thch hp vi cc cng ty pht trin cc sn phm mi
da trn cc sn phm hin c.

6.1 Gii thiu v Tham Chiu ThP

phn ln cc th trng, cc cng ty - bt k quy m no - cn nhn thc c hot ng ca cc
i th cnh tranh duy tr v ci thin li th cnh tranh ca mnh. iu ny ng vi hu ht cc
hot ng thng mi c mi lin h trc tip hoc gin tip vi cc doanh nghip v th trng tiu
th. Nhn thc ny cng c mi lin h vi cc vn mi trng v pht trin bn vng. Cc cng
ty cn xc nh c bao nhiu i th cnh tranh ang hot ng, cng ty ang v tr no, v trnh
thc t tt nht ca ngnh cng nghip mc no. gii quyt nhng vn ny, Tham Chiu
l mt cng c hu hiu. Tham Chiu l qu trnh ci thin sn phm hin c thng qua vic xc
nh, tm hiu v p dng cc bin php v qu trnh u vit c pht hin c trong v ngoi cng
ty.
Thng thng, Tham Chiu c p dng cho cc qu trnh sn xut v chin lc hn l cho cc
sn phm v dch v. nh gi v i chiu mi trng cho cc chin lc v qu trnh ph bin hn
nh gi v i chiu mi trng cho cc sn phm v dch v. nh gi v i chiu mi trng c
th thc hin nhiu cp , v c th tp trung vo sn phm/dch v cng nh cc qu trnh/chin
lc, c trong v ngoi cng ty (xem bng 6).
Bng 6. Cc loi tham chiu mi trng

Trong ti liu ny, Tham Chiu ThP cp ti cc hot ng tp trung vo sn phm v dch v
(ct bn phi) kt hp tp trung vo cc kha cnh mi trng. Cch tip cn Tham Chiu ThP tp
trung nhiu vo yu t li nhun v mi trng v t tp trung hn ti yu t con ngi.
Tham Chiu ThP l cch tip cn c h thng so snh cc yu t mi trng trong cc sn phm
ca cng ty vi cc sn phm ca cc i th cnh tranh v xut cc phng n ci tin. Do cc
i th cnh tranh thng s dng cc gii php khc nhau gii quyt cc vn thit k tng t

73

nhau - nh a ra cu trc sn phm khc, cc thnh phn hoc cng ngh khc - Tham Chiu ThP
a ra cc tip cn i chiu v bi hc rt ra t cc sn phm khc. Kinh nghim ch ra rng, trn
thc t, khng c sn phm n l no c th t mc im cao vi tt c cc tiu ch v vt tri
hn hn cc sn phm khc. iu c ngha l Tham Chiu cc bin php ci tin c th lun c
xut.
Mt phn quan trng trong Tham Chiu l khi nim v phng php tt nht: l cc phng php
lm hi lng khch hng nht. Mc tiu ca nghin cu Tham Chiu nn da trn cc nhu cu ca
khch hng, khch hng y c hiu l khch hng ni b (i ng nhn vin cng ty: cc b
phn trong cng ty, cc nh qun l cp cao hay nhn vin) hoc khch hng bn ngoi (ngi tiu
dng, ngi dn, cc nh hoch nh chnh sch, cc nh lp php, cc t chc mi trng a
phng v quc gia hoc cc nh u t).

6.2. Li ch ca Tham Chiu ThP

Mc tiu ca Tham Chiu ThP l hc hi t nhng cch lm tt nht ca cc i th. l mt cch
lm c li. Mt s li ch tim nng bao gm:
Gip cng ty hiu v c ci nhn khch quan i vi cc qu trnh hot ng ca doanh
nghip. Tham Chiu gip trnh tnh t mn v thuyt phc nhng ngi khng tin vo
phng php ny. N cng to ra nhn thc v cc vn mi trng trong v ngoi cng ty
y mnh qu trnh ch ng hc hi trong cng ty v thc y s thay i v ci tin.
Tham Chiu c th xo b nhng e ngi c hu i vi s thay i v to ra ng lc nhn
vin tr nn d tip thu hn vi cc tng mi. N cng khi dy s quan tm vi cc kha
cnh mi trng.
Tm ra cc bin php mi ci thin v cc cch thc thc hin m khng cn ng pht
trin. Tham Chiu a ra c s sng to cho cc gii php ci thin mi trng.
Thit lp cc im tham chiu theo di cch thc hin v a ra nhng cnh bo sm v
cc chi ph chm a sn phm ra th trng, s tho mn ca khch hng, h tng cng
ngh v cho cc qu trnh kinh doanh (xem Bng 5). N cng gip trnh nhng nhn thc sai
lm v cc im mnh, im yu v chin lc ca i th cnh tranh. Tham Chiu gip tp
trung hn na vo cc vn mi trng c th ci thin v m bo cc hot ng mi
trng gn lin vi doanh nghip.
V d: Tivi Sony
Cng ty Sony nhn thc c tm quan trng ca phng php tham chiu bn ngoi da trn
nhng kinh nghim thc t trong nhng nm gia thp nin 90. Vo thi im , mt trong
nhng sn phm Tivi mu ca Sony c nh gi l c sc mua va phi do mt tp ch
ngi tiu dng ca H Lan a ra. Nguyn nhn c l gii l do cc kha cnh mi trng
ca sn phm km hn so vi sn phm ca cc i th cnh tranh. Hu qu l, th phn ca
cc sn phm Sony tt gim 11,5% H Lan. Cng thi im, hai sn phm ca cc i th
cnh tranh nhn c nh gi bn chy nht tng c th phn ln 57% v 100%. iu
ny thc y chi nhnh Sony Chu u thit k li cc sn phm tivi ca mnh thn thin
vi mi trng hn. Tivi Sinh thi mi ca Sony nhn c phn hi tch cc t cc cuc
thm d kin ngi tiu dng ca cc tp ch, nh vic gim s dng cc nguyn vt liu v
nha, gim thi gian lp t cn thit v tng kh nng ti ch ca sn phm.

5_V d v Tivi Sony

74

6.3. Tham Chiu ThP trong thc tin.

Tham Chiu ThP trong cc cng ty ln
Rt nhiu cng ty ln s dng Tham Chiu ThP nh mt cch m bo cc vn mi trng
khng ch hn ch trong tng sn phm ring l (thng c xem nh cc d n xanh), m cn
c ph bin trong ton b h thng. V d nh Cng ty in t Philp, s dng Tham Chiu ThP
nh mt phn quan trng trong chng trnh Tm nhn Sinh thi ca mnh. Tham Chiu ThP cung
cp cho cc nh qun l cc tiu chun so snh thch hp, cn c vo a ra cc quyt nh c vai
tr quan trng trong vic gn kt ThP vo cc qu trnh sn xut hin ti. tng c bn y l cc
thng tin v cc vn mi trng s c gi tr khi n c so snh gia cc sn phm.
Tham Chiu ThP ti cc doanh nghip va v nh (SMEs) cc nc ang pht trin.
hu ht cc nc ang php trin, sao chp* (hay bt chc) l phng php ph bin pht trin
cc sn phm mi. Cc doanh nghip va v nh thng ly tng v sn phm da trn cc sn
phm c sn ca cc i th cnh tranh trong nc cng nh quc t. Cc cng ty thng khng c
cc Phng Nghin cu v Pht trin Sn phm. Sn phm ca cc i th cnh tranh (trong cng nh
ngoi nc) c phn tch, pht trin v bt chc. Nhiu nghin cu ch ra rng, sao chp cc
sn phm mi v ngy mt phc tp l bin php ch yu tip thu cc kin thc cng ngh mi
trong cng ty. Sao chp tr thnh hot ng c h thng v c thc hin t nguyn mu cng nh
t cc bn thit k. Qu trnh sao chp hay bt trc cc i th cnh tranh c kt hp vi tng
v Tham Chiu - hc hi t i th pht trin cc chin lc, qu trnh v sn phm.
C ba cch cc sn phm bt chc xm nhp th trng thnh cng: a ra gi thp, to ra sn
phm tt hn (sao chp v ci tin) v s dng sc mnh ca th trng chng li cc i th tin
phong yu hn. Cc cng ty nh cc nc ang pht trin thng thiu nng lc ci tin sn
phm, kt qu l to ra cc sn phm km cht lng cng nh khng p ng c cc tiu chun
mi trng. Cch tip cn Tham Chiu ThP l cu tr li thch hp gii quyt nhng vn trn
v ci thin sn phm trong bi cnh cc nc ang pht trin.

6.4 Lm th no thc hin mt d n Tham Chiu ThP?

Phin bn gin lc v m rng ca Tham Chiu ThP
Cc c im v mc tiu ca d n Tham Chiu ThP c th khc nhau tng thi im thc hin,
ph thuc vo hon cnh v nng lc ca cng ty, cc mc tiu m d n v ngnh cng nghip
hng ti. V d, cc doanh nghip va v nh thng b hn ch v cc ngun lao ng, kh nng
nghin cu & pht trin sn phm cng nh ti chnh. Do vy, h thng thc hin d n Tham
Chiu mt cch n gin, t tn chi ph hn so vi cc cng ty ln hn. Cc cng ty quc t thng
c ngn sch dnh cho vic mua v phn tch sn phm ca cc i th cnh tranh. Cc doanh nghip
ny thng c cc phn tch Tham Chiu da trn cc bc nh v cc sn phm ly t cc catalogue
v tp ch, trn internet (nh cc cuc thm d kin ngi tiu dng) hoc thng qua tham d cc
hi ch v ca hng. V d, t ri ca Cng ty IKEA c s dng bi cc cng ty Chu
nh gi v i chiu hoc ly cm hng thit k pht trin cc sn phm ni tht xut khu sang
cc th trng Chu u.
Phn ny a ra tiu chun cho phng php Tham Chiu ThP nh gi sn phm, bt k loi sn
phm hay ngnh cng nghip. Phng php ny c trn 10 bc s c din gii chi tit di.
Tu thuc vo hon cnh v nhu cu ca cng ty, phng php Tham Chiu ThP c th iu chnh
theo hai cch:

75

 Phin bn gin lc hay Phin bn m rng - Mt tp hp cc biu mu c sn c s

dng lm ti liu khi thc hin cc bc. Khi mt cng ty c kinh nghim thc hin
Tham Chiu ThP, hoc khi h khng c kh nng hoc khng mun phn tch k lng, biu
mu tt c trong mt ca phin bn gin lc 10 bc ca phng php Tham Chiu ThP
l ph hp. Nu c nhiu thi gian, ngun nhn lc v ngn qu hn, c th la chn phin
bn m rng. Trong trng hp ny, mi bc s c mt biu mu h tr (tng cng 10 biu
mu).
Sn phm thc t hoc thu thp thng tin Phng php Tham Chiu ThP c th thc
hin da trn mua cc sn phm thc t, kim tra, tho d cc b phn v xem xt cn thn
kim tra. Trong trng hp khng th thc hin c cch ny, phng php Tham Chiu
ThP c th da trn cc thng tin thu thp c v sn phm m khng cn mua sn phm
(xem Bc 6 c thm thng tin chi tit).
Bng 7. Cc loi tham chiu ThP

Nh vy c bn phin bn ca phng php Tham Chiu ThP (xem Bng 7). Phin bn gin lc
da trn vic thu thp thng tin (phin bn A) thch hp hn i vi nng lc ca cc doanh nghip
va v nh (SMEs). Phin bn m rng/sn phm thc t (phin bn D) c th l phng n tt i
vi cc cng ty ln hn. Trc khi lp k hoch cho Tham Chiu ThP, cch tip cn ph hp nht
(A, B, C hay D) i vi cng ty hay d n cn c nh gi v xc nh.

6.5. Cc bc thc hin Tham Chiu ThP

Mi bc c mt mc tiu c th, cu hi cn c tr li v biu mu. Biu mu nn c in ra
trc khi bt u thc hin. Hnh 39 tm tt 10 bc thc hin.

76

Phin bn
gin lc

Phin bn m
rng

Bc 1
Thit lp cc mc tiu

Cc mc tiu ca Tham
chiu ThP l g?

Biu
mu 1

Bc 2
La chn cc sn phm

La chn sn phm no t
i th cnh tranh lm
Tham chiu ThP?

Biu
mu 2

Bc 3
n v chc nng

Cc n v chc nng v
gii hn h thng ca Tham
chiu ThP l g?

Biu
mu 3

Bc 4
Cc phn trng tm

Cc phn no l trng tm
ca Tham chiu ThP?

Bc 5
Cc thng s

Lm sao chuyn cc phn

trng tm thnh cc thng s
nh lng?

Biu
mu 5

Bc 6
Tho ri sn phm

Lm th no thc hin
qu trnh tho ri?

Biu
mu 6

Bc 7
Cc kt qu

Lm th no x l v so
snh cc kt qu ca Tham
chiu ThP?

Biu
mu 7

Bc 8
Cc gii php ci tin

Lm th no kim tra li
cc kt qu v a ra cc
gii php ci tin?

Biu
mu 8

Bc 9
Cc gii php u tin

Lm th no nh gi v
la chn cc gii php ci
tin?

Biu
mu 9

Bc 10
Thc hin

Lm th no thc hin
cc gii php ci tin?

Tt c trong
1 biu mu

Biu
mu 4

Hnh 39. Tm tt 10 bc thc hin Tham chiu ThP

Bc 1_Cc mc tiu ca Tham Chiu ThP l g?
C rt nhiu l do thc hin Tham Chiu ThP. Ban u, cc thnh vin trong d n cn tho lun
v cc mc tiu ca d n. Nhng g s c phn tch? Nhng g s t c? Cc cu hi ny s
nh hng ti vic thit k d n v h tr xc nh cc sn phm nghin cu v cc thng s s
dng so snh.
Cc mc tiu ca d n Tham Chiu ThP c th bao gm:

77

 Hc hi t cc i th cnh tranh trn ton cu xm nhp th trng quc t;

Bit c lm th no sn phm c th thnh cng hn nhng sn phm cnh tranh trong
nc;
Thc y cc ci thin mi trng;
Bit c mi lin quan gia sn phm vi cc quy nh php lut (php ch) hin hnh
(hay sp ban hnh) nh cc quy nh v bao b hoc thu hi li sn phm. Nhng g c th
hc hi c t cc i th cnh tranh trong lnh vc ny?
quan trc cc ci thin theo thi gian; v nhng ci thin c th c
Cc l do quan trng khc i vi cng ty.
Xc nh sn phm dng lm Tham Chiu v nh r cc mc tiu chnh khi thc hin d n.
> Biu mu B1
Xc nh loi Tham Chiu ThP ph hp vi cng ty. Phin bn gin lc hay m rng - thu
thp thng tin hay sn phm thc t. > Biu mu B1
Bc 2_Lm th no la chn cc sn phm cho Tham Chiu ThP?
Bc th hai trong qu trnh Tham Chiu l la chn sn phm tham chiu. Cc sn phm ny c th
c la chn t cc i th cnh tranh quy m quc t, quc gia hay a phng. i khi, cc
kinh nghim c th rt ra c t cc sn phm km nht trong ngnh.
1) Xc nh cc sn phm ng u trong ngnh (a phng, khu vc hay quc t);
2) La chn cc sn phm trong cng mt th trng c th (nhmi tng, gi c/cht
lng v.v); v
3) Xc nh cc sn phm tt nht trong lnh vc.
Cch tip cn c th hn c th bao gm vic thit lp cc tiu ch chn la, m bo vic lng ghp
cc mc tiu c a ra Bc 1. V d, nu mc tiu l:
hc hi t cc i th cnh tranh trn ton cu, cn la chn t 2 3 sn phm t cc
i th cnh tranh trn ton cu, tt nht l t cc nhn hiu a quc gia hng u.
bit lm th no sn phm c th thnh cng hn nhng i th cnh tranh trong nc,
cn la chn t 2 - 3 sn phm t cc i th cnh tranh trong nc, tt nht l t cc sn
phm chim th phn nhiu nht trn th trng.
thc y cc ci thin mi trng, cn la chn t 2 3 sn phm t cc i th cnh
tranh lm tt cc vn mi trng v c hnh nh tt v mi trng, hay cc i th ang
bn hng th trng c cc yu cu v mi trng.
bit mi lin h gia sn phm vi cc php ch hin hnh (sp ban hnh), cn la chn
cc sn phm t cc nhn hiu cng s b nh hng bi cc php ch tng t.
theo di cc ci thin theo thi gian trong cc nhm sn phm ca cng ty, cn la chn
cc sn phm cng nhn hiu trc y ca cng ty. Dng cc sn phm ca cc i th
cnh tranh chnh ca cng ty tham chiu mc ci tin cn thit cng l mt cch lm
hiu qu.
Da vo cc mc tiu, la chn cc nhn hng sn phm so snh trong Tham Chiu ThP
> Biu mu B2.

78

Bc tip theo l xc nh cc sn phm ph hp nht. S hu ch nu s dng cc tiu ch xc nh

v la chn ph hp vi cc sn phm ca cng ty. Sau y l mt s tiu ch:
Tnh nng_M t cc c tnh ch yu v c th ca sn phm. Chc chn rng cc sn
phm tham chiu khng qu khc so vi cc sn phm ca cng ty. Nu cc tnh nng ca
cc sn phm cng ging nhau, vic so snh cng ph hp hn.
Nm sn xut_Kim tra chc rng cc sn phm u c sn xut cng thi k. Liu
cc sn phm c c pht trin v tung ra th trng trong cng mt thi im khng? S
chng c ngha g nu so snh sn phm model mi nht vi sn phm model c hn ca
i th cnh tranh.
Gi bn l_Kim tra liu cc sn phm c mc gi nh nhau
Tnh sn c_Cn chc chn rng khng c qu nhiu s khc bit v kh nng xm nhp th
trng. Tt nht l tt c cc sn phm u ngang nhau trong vic tip cn vi khch hng.
Cc sn phm ca d n cn c xc nh cui Bc 2.
> La chn cc sn phm v m t cc c tnh ca chng theo cc tiu ch la chn
> Biu mu B2
Bc 3_n v chc nng v gii hn h thng ca Tham Chiu ThP l g?
iu kin s dng sn phm s nh hng ti cc kt qu tham chiu. V d, cng (hay tn xut)
s dng sn phm s c nh hng ln n mc tiu th nng lng ca sn phm trong mt thi
gian nht nh. c c s so snh r rng gia cc sn phm, cn thit phi m t tnh nng, iu
kin s dng, i tng s dng v gii hn h thng. Cc yu t ny c xem l n v chc
nng v to ra so snh cng bng. C th xc nh da trn cc tiu ch sau:
Xc nh (cc) tnh nng c th nhn bit c ca sn phm theo ngi s dng;
M t ngi s dng i din cng vi iu kin s dng sn phm ca h;
Xc nh v tr sn phm s c s dng v;
Xc nh cc chi tit v iu kin s dng chng hn nh cng s dng sn phm.
> Xc nh n v tnh nng ca sn phm.
> Biu mu B3
Bc 4_ Phn trng tm ca Tham Chiu ThP l g?
xc nh cc thng s chnh ca sn phm c dng tham chiu, cn xc nh xem cc vn
hay phn trng tm no c lin quan n yu t mi trng. iu ny cn thc hin tm nhn
rng. Kh nng tr li cc cu hi cc kha cnh mi trng l g hoc sn xut xanh l g ph
thuc vo nhn thc ca cc i tng tham gia khc nhau. Trn thc t, cn t nht ba nhn thc:
quan im ca gii khoa hc, ngi tiu dng v chnh ph.
Quan im ca gii khoa hc v mi trng
Trn quan im ca cc nh khoa hc, mc tiu l xc nh cc tc ng mi trng chnh ca sn
phm trong vng i sn phm ca n. Vic xc nh ny thng c thc hin thng qua p dng
mt s dng ca nh gi vng i sn phm (LCA), tu thuc vo d liu sn c. Vi nhiu sn
phm, cc nh gi vng i sn phm c th tm c trn Internet. Tuy nhin, cn lu rng phn
ln cc d liu ny da trn c s d liu v cc phng php p dng cc nc pht trin, nhng

79

cc d liu ny khng phn nh chnh xc thc trng vng i sn phm cc ni khc trn th gii.
Trong trng hp d liu LCA tt khng sn c, ma trn nh hng ThP (xem chng 5) c th l s
thay th kh thi. Da vo nhng nh gi ny, c th xc nh cc giai on no trong vng i sn
phm l quan trng khi xt n cc nh hng mi trng.
Quan im ca chnh ph v mi trng
Trn quan im ca chnh ph, vic xc nh cc h thng php l c lin quan n (cc) sn phm l
quan trng, v n c th lm r thm cc vn mi trng. N gip xc nh cc phn u tin trong
chng trnh ngh s ca chnh ph v c th khng thng xuyn phn nh cc u tin ging nh
nhn thc ca gii khoa hc (xem Chng 2).
Quan im ca ngi tiu dng v mi trng
Trn quan im ca ngi tiu dng, mt s vn lin quan n mi trng khc c th c t
ra. Chng c th vt qu gii hn hp ca nh ngha mi trng v c th bao gm tnh bn vng
quy m rng hn. Nhn thc ca cng chng c mi lin h cht ch vi tm l x hi. Cc vn
mi trng lin quan n sc kho v an ton (tim n nguy c c hi) c tc ng mnh. Trong khi
khc vn lin quan n cc ngun ti nguyn c xem nh cc vn di hn v do gy tc
ng thp hn ti cng chng. Cc mi lo ngi v pht thi thng c tc ng trung bnh (xem phn
I).
Lm th no la chn cc phn trng tm cho ci thin mi trng?
Mt s vn mi trng s c a ra sau khi nh gi nhn thc ca gii khoa hc, chnh ph v
ngi tiu dng. Bc tip theo l xc nh cc u tin t cc vn ny. qu trnh ngn gn v
c th qun l c, s la chn ti a 5 6 vn mi trng. Thc hin qu trnh ny da trn quy
m cc nh hng mi trng, cc kha cnh ti chnh v nhn thc ca ngi tiu dng. Vic tnh
im cc tiu ch c th kh. Trn thc t, vic ny s tr nn tng i r rng hn thng qua tp
trung vo vn tiu th nng lng, vt liu s dng v phn phi.

Mt v d l Cng ty in t Philips, trong nhng nm gia thp nin 90 quyt nh pht trin sn
phm, qung b v bn hng tp trung vo nm lnh vc xanh chnh: trng lng v vt liu sn

80

phm, nguy c cha cc cht nguy hi, tiu th nng lng, ti ch v thi b, cui cng l ng gi.
Cc hot ng ny c tham chiu c ni b ln bn ngoi vi cc trng tm m t trong Hnh 40.

iHhdnHinHnh 41. IPRODESA, nh sn xut tri cy sy Columbia.

IPRODESA, mt cng ty ch bin thc phm c va Columbia, thc hin Tham Chiu ThP tm
kim kh nng xm nhp th trng Chu u ca sn phm hoa qu sy kh. Nm i th cnh tranh
quc t trn th trng Chu u c la chn v c dng Tham Chiu vi cc sn phm ca
cng ty IPRODESA. Nm phn trng tm ca Tham Chiu ThP l:
a) Cc kha cnh mi trng ca thc phm v ng gi;
b) Bo qun thc phm;
c) Phn phi v bn l;
d) Lin lc;
e) Nhn thc ca ngi tiu dng.
Cc biu mu c th cho ch bin thc phm c th tm thy trong CD-ROM.
Xc nh cc phn trng tm cho qu trnh tham chiu. > Biu mu B4
Bc 5_Lm th no chuyn cc phn trng tm thnh cc thng s nh lng c th o
c.hdhfjeas on existing products
Vi cc phn trng tm c xc nh, bc tip theo l chuyn chng thnh cc bin s c th o
c. Kh khn y l lm th no chuyn cc phn trng tm thuc v phm cht thnh cc
bin nh lng. V d, nng lng ly n v l kWh v vt liu l gam, v.v Trong nhiu trng
hp, c th cn nhiu hn mt bin m t mt phn trng tm.
M t cc thng s o c ca cc phn trng tm. > Biu mu B5.
Bc 6_Lm th no thc hin qu trnh tho ri sn phm?
i vi Tham Chiu ThP thc t, bc tip theo l thc hin qu trnh tho ri sn phm tch v
thu thp thng tin v cc phn trng tm. thu c kt qu tt nht trong qu trnh tho ri sn
phm, vic lp k hoch tt v cu trc khoa hc l rt quan trng. Cn cn v o c sn phm trc
khi tho ri n! Cc thit b bao gm cn khi lng, ng h tnh gi, ( o nng lng tiu th)
v camera ghi v lu cc kt qu o c.
Trong qu trnh tho d, cc bc khc ca Tham Chiu s c thc hin. V d c th nhn ra r
rng cc gii php thng minh c p dng bi cc i th cnh tranh v cc gii php ngc
nghch trong sn phm ca cng ty. Nn ghi li nhng quan st ny!

81

Hnh 42. V d v qu trnh tho ri mt sn phm in t.

Khi khng c sn phm thc t tho ri (tc l phi Tham Chiu ThP theo cch thu thp thng
tin, xem Bng 6), cn thu thp cc ngun thng tin khc tm hiu lm th no cc i th cnh
tranh gii quyt cc vn lin quan n thit k trong cc phn trng tm ca cc sn phm nghin
cu. Phn ln cc thng tin cn thit c th thu thp thng qua internet. Cng c nhng cch truyn
thng khc nghin cu cc sn phm ca cc i th cnh tranh trong nc nh tham gia cc hi
ch, quan st cc sn phm trng by ti ca hng v phng vn khch hng.
Thc hin qu trnh tho ri sn phm theo k hoch, ghi li tt c nhng pht hin v cc
vn quan st c (nh cc gii php thng minh v ngc ngch)

Biu mu B6 A v B

Bc 7_Lm th no x l v so snh cc kt qu ca Tham Chiu ThP?

Sau khi thu thp cc thng tin c lin quan n cc phn trng tm trong Tham Chiu ThP, bc tip
theo l x l d liu. Li khuyn y l chun b cc bn ghi cho mi phn trng tm, tm tt cc
thng tin tng ng thu c. Nhng bn ghi ny a ra ci nhn tng quan v thng tin thu c t
cc sn phm tham chiu, gip cho thng tin tr nn sng t hn.
Tm tt tt c cc tham chiu thu c.

Biu mu B7

Bc 8_Lm th no kim tra li cc kt qu v ra cc bin php ci tin?

C nhiu cch i n cc gii php ci tin ThP. Bn cnh cc gii php c cp n trong
chng Thit k li ThP ca ti liu hng dn ny, cng nn xem xt cc gii php sau:
1) S dng biu mu B 6B (cc vn c th r rng nhn ra) xc nh cc gii php thng
minh t cc sn phm ca i th cnh tranh. T c th p dng cc gii php ny cho cc
sn phm ca cng ty.
2) S dng biu mu tng t xc nh cc gii php "ngc ngch" cn c ci tin trong
cc sn phm ca cng ty so vi cc sn phm ca i th cnh tranh. i th cnh tranh
a ra c cc gii php kh thi, do vy cc gi php ny c th cng kh thi vi cc sn
phm ca cng ty; v
3) C gng tm kim cc la chn cha c xem xt khc.

Kim tra li tt c cc kt qu v xc nh cc bin php ci tin. > Biu mu B8

82

Bc 9_Lm th no nh gi v u tin cc gii php ci tin?

Bn cnh xem xt cc kha cnh mi trng, hng lot cc vn cn c xem xt trong qu trnh
nh gi v a ra u tin trong cc gii php ci tin c ra. Vi mi gii php, cc kha cnh
sau y cn c xem xt:
Li ch mi trng_nh gi liu gii php ci tin c lm gim cc tc ng mi trng i
km trong vng i sn phm hay khng.
Li ch ca ngi tiu dng_nh gi liu ngi tiu dng c nhn thy gii php ci tin c
li vi h hay khng.
Li ch x hi_nh gi liu x hi s c hng li g t phng n ci tin c xut.
Tnh kh thi ca cng ty
> Kh thi v k thut_nh gi liu cc gii php ci tin c kh thi v mt k thut (v thi
gian) hay khng
> Kh thi v ti chnh_nh gi kh nng ti chnh cho mi gii php ci tin.
C th chm im cho mi tiu ch. Ph thuc vo tm quan trng ca cc yu t, tnh c im
tng v xp hng cc gii php ci tin. Sau khi cc gii php ci tin c xut, xp hng v
thng qua, cc gii php cn c thc hin v kt hp trong cng ty.
La chn cc gii php ci tin tt nht thng qua nh gi cc gii php ny vi nhng li
ch c th t c v tnh kh thi. > Biu mu B9.
Bc 10_Lm th no thc hin cc gii php ci tin?
Cc bc trc s a ti mt s gii php ci tin sn phm. ng sau mi gii php ci tin l
nhng kin thc v cch hiu, ch ra c ti sao gii php ny tt, c li cho hu ht hoc ton b
cc bn lin quan v c tnh kh thi v mt ti chnh v k thut. i km vi cc gii php l mt s
v d t cc i th cnh tranh p dng cc gii php ny v nhng tnh ton v cc kt qu c th
thu c t vic thc hin nhng gii php . Qu trnh pht trin sn phm v a ra quyt nh
thc hin l khc nhau mi cng ty. Tuy nhin, thng tin ny rt hu ch trong vic thc y nhng
ngi ra quyt nh p dng hay t nht l xem xt cc gii php ci tin.

6.6. Tham Chiu ThP cho cc nhm sn phm c th.

Nh cp trong phn u ca chng, c im ca Tham Chiu ThP c th khc nhau tng
thi im. Trong mt s trng hp, khng phi tt c cc bc u cn thit hoc c th lm n
gin mt s bc. V d, khi thc hin Tham Chiu ThP cho thc phm, Bc 3 (nh ngha v
n v tnh nng) v Bc 6 (qu trnh tho ri) l khng cn thit. Mu Tham Chiu ThP c th iu
chnh theo tng ngnh cng nghip c th khi p dng.
Trong CD - Rom c cc biu mu cho phin bn m rng ca Tham Chiu ThP i vi cc sn phm
lu bn nh in t v phin bn iu chnh cho ngnh thc phm.

83

Bc 1
Thit lp cc mc tiu

Cc mc tiu ca Tham
chiu ThP l g?

Bc 2
La chn cc sn phm

La chn sn phm no t
i th cnh tranh lm
Tham chiu ThP?

Bc 4
Cc phn trng tm

Cc phn no l trng tm
ca Tham chiu ThP?

Bc 5
Cc thng s o c

Lm sao chuyn cc phn

trng tm thnh cc thng s
o c?

Bc 7
Cc kt qu

Lm th no x l v so
snh cc kt qu ca Tham
chiu ThP?

Bc 8
Cc gii php ci tin

Lm th no kim tra li
cc kt qu v a ra cc
gii php ci tin?

Bc 9
Cc gii php u tin

Lm th no nh gi v
u tin cc gii php ci
tin?

Bc 10
Thc hin

Lm th no thc hin
cc gii php ci tin?

Hnh 43_V d cc bc lin quan trong Tham Chiu ThP i vi ngnh thc phm

CC V D THAM CHIU.> Xem trong mc cc v d in hnh_

7.10> Industrias Waiman Costa Rica: T lnh.
7.11> Intermech Cassave Grater, Tanzania.
7.12> Philips Taiwan Monitor.

84

Ch thch
*

- Sao chp y c hiu theo ngha tch cc, khng phi l sn xut hng nhi hay vi phm
bn quyn
uponating existing productfsff06\\\

85

PHN III
THNG TIN THAM KHO

86

CC NGHIN CU IN HNH ThP

CC NC ANG PHT TRIN
Chng ny s trnh by mt s nghin cu in hnh ti cc nc ang pht trin.
Phn tham kho cho cc nghin cu ny c nhc n cc Chng trc
y di dng v d minh ha cho cc giai on v chin lc c th lin quan n
Thit k li v Tham chiu ThP.

7.1. Xy dng i ng ThP ti Cng ty Fabrica Venus, Guatemala

S lc v cng ty
Cng ty Venus l mt doanh nghip Guatemala quy m trung bnh thnh ph Guatemala, sn xut
150 loi ko khc nhau. Phn ln cc sn phm ca doanh nghip ny c tiu th ti th trng
Trung M v M La tinh, ng thi mt lng nh hn c bn Hoa K v Bc M. Nghin cu
in hnh ny l mt v d minh ha r nt v mt doanh nghip quy m trung bnh, khng c b
phn thit k chuyn trch v pht trin sn phm da trn n lc ca nhm d n.
ng lc thc hin ThP
D n ny c tin hnh trong khun kh Chng trnh Thit k Thn thin vi Mi trng Khu
vc, do CEGESTI - mt t chc nghin cu ca Costa Rica, C quan Bo v Mi trng v C quan
Pht trin Quc t Hoa K, v Trng i hc Tng hp K thut Delft- H Lan (TU Delft) ng h
tr. Chng trnh ny nhm ti tr cho cc d n thit k thn thin vi mi trng ton b khu vc
Trung M. Venus mun bn sn phm cc th trng mi, v c bit l th trng Chu u. Do
nhiu loi yu cu khc nhau ca th trng ny, v d khu ng gi sn phm, cn mt s thay i
trong qu trnh sn xut, Venus chn cch tip cn ThP thc hin qu trnh ny.
D n
y l mt v d hay v ThP v i ng lm nhim v thit k ng vai tr ch cht xuyn sut qu
trnh thc hin d n. Doanh nghip khng c b phn chuyn trch v pht trin sn phm. Nhng
nhn vin t cc phng, ban khc nhau ca doanh nghip tin hnh hot ng pht trin sn phm
nh mt phn trong cc cng vic hng ngy ca h. Thng thng, quy trnh pht trin mt sn
phm mi cn mt khong thi gian t 3 n 6 thng. Trong trng hp c cc thay i ln trong
qu trnh sn xut, quy trnh ny c th ko di ln n 1 nm.
D n ny c bt u thc hin vo nm 1999, Venus t chc mt nhm hnh thnh t cc nhn
vin thng tham gia vo quy trnh pht trin sn phm v mt s khc c kh nng ng gp hiu
qu cho d n. Nhm ny bao gm:
-

Gim c ph trch bn hng;

Gim c sn xut;
Trng b phn Qun l cht lng;
Chuyn vin t vn k thut; v
Gim c Tip th.

Nhm ny c cc bui lm vic hng thng trong qu trnh trin khai d n, trong , cc thnh vin
trnh by tng i vi sn phm mi v cng nhau tho lun. Cc thnh vin cn li ca nhm s
phn tch tng tng, da trn chuyn mn ca mnh. Vic tin hnh trn sn phm mi c phn
chia gia cc thnh vin trong nhm, mi thnh vin s c yu cu c th v kt qu v thi gian
thc hin. Hot ng kim tra s c thc hin trong c qu trnh sn xut v tip th sn phm.
Tng gim c l ngi a ra quyt nh sau cng lin quan n cc vn v sn xut v th
trng v c nhm bo co tnh hnh thng xuyn.
Cc gii php ci tin
Ko cng c la chn l sn phm sn xut ca d n da trn c s a dng v chng loi
ng thi cng l l sn phm r nht v bn chy nht (chim khong 80% doanh thu). gim cc
nh hng v mi trng, cc gii php c a ra nhm gii quyt vn trong vic s dng

87

nguyn liu ng gi cc loi nguyn liu thn thin vi mi trng c tm kim, ng thi din
tch in trn giy bc cng c gim xung nhm gim mc s dng my in.
Phng n ng gi c chn l giy bc ko hnh chic gi, v ng gi hnh gi tit kim c
hn 40% nguyn liu th nu so snh vi thit k giy bc xon n v kp nh ban u. Hn na,
my ng gi hnh gi c tc nhanh hn rt nhiu v thi ra t ph liu hn so vi my ng gi
trc y.
V nguyn liu ng gi, PP c la chn lm ti thay v BOPP cn mng (loi ny gy kh
khn cho vic ti ch v phi s dng keo dn). Trung M, PE c th ti ch s dng. Do ,
doanh nghip c khuyn khch thu gom PE s dng trong qu trnh vn chuyn v a n cho
n v ti ch bng xe ti trn ng tr v. Doanh nghip c th thu tin t vic bn ti PE cho n
v ti ch.
Kt qu
Kt qu thu c ca d n l vic pht trin 2 sn phm mi trn th trng Chu u v hai loi ti
mi, c kch thc nh hn c s dng trong qu trnh sn xut trn th trng ni a. Loi ti
mi hnh gi tit kim 40% nguyn liu c a ra trn th trng ni a. Doanh nghip cng
tin hnh mt s gii php ci tin khc lin quan n h thng phn phi, mang li nhng khon
gim chi ph hp dn.

7.2. Phng php Phn tch SWOT (im mnh, im yu, c hi

v ri ro), phn tch tc ng v chin lc ThP Cng ty
Talleres Rea, Guatemala
S lc v doanh nghip
Tailerres Rea l mt cng ty gia nh thnh ph Guatemala, vi 35 nhn vin v 50 nm kinh
nghim trong lnh vc sn xut my ch bin c ph. REA sn xut tt c cc sn phm cn thit
bin qu cph thnh cc ht c ph nu dng ch bin thnh c ph s dng rng ri trn th
gii. Cng ty c mt phn xng c kh s dng cc my mc truyn thng.
ng lc tin hnh ThP
D n c thc hin trong khun kh Chng trnh Thit k Thn thin vi Mi trng. Chnh ph
Guatemala ban hnh vn bn php lut mi iu chnh vic s dng trn lan nc trong cng ngh
ch bin t ca c ph trong thi gian thc hin d n (1999-2000). Ngoi ra, nhn thc ang ngy
cng c nng cao v cc vn sinh thi lin quan n sn xut c ph, khng ch Guatemala m
cn c cc nc nhp khu c ph. Trng trt v ch bin c ph ph hp vi mi trng sinh thi
s nng cao mc gi, dn n ng lc mnh m khin cc khch hng ca REA chuyn theo xu
hng ny.
D n

88

Phng php phn tch SWOT ca doanh nghip do nhm d n xut (xem Bng s 8). Nhng kt
qu quan trng nht c th hin nh sau:
Sn phm la chn thit k li l my tch c ph - trung tm ca quy trnh ch bin c ph. My
tch c ph ca REA vn hot ng, tuy nhin vn p dng k thut c v nguyn liu truyn thng.

C HI

Tnh gi bn bng -la

Th trng mi > Xut khu
a dng > Sn phm mi
D n ThP
p dng nng lng mt tri
Dch v tch hp > Gi hp l chnh l nng lc
cnh tranh bn ngoi

RI RO

IM MNH

Kinh nghim lu nm
Cht lng
bn
do
o dc kinh doanh tt, nghim tc v trung thc
Ngi lao ng n nh
Bo dng n gin
Dch v bo dng v tr gip k thut tt

IM YU

Phn tch tc ng ThP tng qut vi my tch cph ca REA t c nhng kt qu nh sau:
Khng c d phng
Tnh n nh v tiu chun sn phm
Tnh hin i v sng to trong k thut
Chi ph sn xut cao
> Nguyn liu s cp
> Lao ng th s
Thi gian giao hng
Cng sut thit b
Tip th
Thiu thng tin
Cu trc v qu trnh sn xut
Thiu kinh nghim trong thay i v pht trin sn
phm
Quy nh php lut mi trng
S bin ng ca t gi ng -la
Cc quy nh v kinh t
Cnh tranh quc gia v ton cu
Ton cu ha
Gi in/ct in

Bng 8 Phn tch SWOT i vi cng ty Talleres REA

Vn

Nguyn liu th

Nh cung cp

Sn xut trong nh

Phn phi

Nguyn liu

Sn kim loi,
vng bi, ph gia

ng gi kim
loi

Cc mi ni (vt)
X l b mt

Ba cc-tng,
kim loi v
nha ng gi

S dng nng
lng

Nng lng cho

sn xut kim loi
Rc thi mm

S dng Gas
hn, in, nhin
liu
Vn kim loi

Nhin liu vn
ti

Cht thi rn

Sn xut cc
sn phm kim
loi
Vn kim loi

Kh thi c
hi
Trch nhim
x hi

Cht thi c hi
mt m NOx
Sc khe ca
nhng ngi
lm m

Cc cht ha
hc, NOx, bi

NOx, bi

iu kin lm
vic

Cc cht ha hc,
NOx, bi
Sc khe, thu
nhp ca cng
ng a phng
iu kin lm
vic

Lao ng a
phng
Nc s dng
trong sn xut
kim loi
CO2

Lao ng a
phng
Nc s dng
trong qu trnh
xay (c ph)
CO2

Lao ng a
phng

Qun l
ngun nhn
lc
Thc y kinh
t a phng
Nc
Thay i kh
hu
Chi ph

Nc s dng
trong khai thc
m
CO2
Cao

S dng
Thay i ph
tng 1-5
nm/1ln, b
tng nn
Nhin liu

Rc ng gi
NOx, bi

Thi b sn
phm
Ti ch ph
tng, ti ch
thnh kim loi
Nhin liu vn
ti
Ph tng qu
hn, vng bi
NOx, bi

Nc ung
sch

CO2
Cao (lp t)

600.00 lt nc
thi/ngy
(BOD cao)
CO2

CO2

Cao (bo
dng)

Bng 9 Phn tch tc ng ThP i vi cng ty Talleres REA

89

Cc gii php ci tin

Cc im ci tin c xc nh trn c s phn tch tc ng SWOT th hin nh sau:
> K hoch ThP 3_ K thut sn xut. Gim s lng v kch thc ca cc b phn cu thnh s
dn n hiu qu sn xut cao v gim cht thi.
> K hoch ThP 5_ Tc ng trong qu trnh s dng. Gim lng nc trong qu trnh s dng
(tun theo quy nh php lut) l mt bc tin quan trng. Bn cnh , thit k p dng cho ton h
thng mang li kh nng chia s nng lng gia mt s my.

Hnh 45. Thit k v sn phm my tch c ph mi ca REA

Theo phn tch tc ng, cc k hoch b sung di y c u tin:

> K hoch ThP 1_ Nguyn liu gy nh hng thp. Thay i cc b phn bng ng bng thp
khng g c li cho mi trng v thp c thi gian s dng lu hn (4-5 nm mi cn thay mi).
> K hoch ThP 2_ Gim mc s dng nguyn liu. Bng cch tin hnh cc phn tch chc nng
ca tng b phn khc nhau, c th xc nh c v tr no cn thp c cng nh v tr no c th
thay bng vt liu khc.
Kt qu
C 4 k hoch u c thc hin. Cng ty Talleres Rea sn xut nguyn mu sn phm mi, vi
thnh qu gim 70% trng lng, tit kim 50% thi gian sn xut, tiu hao t nng lng v gim
50% chi ph. Sn phm hin nay c bn trn th trng. ng thi, Talleres Rea tip tc thc
hin d n ThP th hai trn c s thnh cng ca d n u tin.

7.3. D n chui sn xut ca Hacienda El Jobo El Salvador

S lc v doanh nghip
Hacienda El Jobo El Savador (Sociedad Cooperativa Yutathui) l mt cng ty hin i hot ng
trong lnh vc nng nghip vi 324 hc-ta t. Sn lng sa hng ngy t mc 5.000 7.000 lt.
Ngoi ra, cn c cc sn phm khc nh pho mt, kem v tht. Doanh nghip ny c mt nh my
sn xut sa ring vi 20 nhn cng lao ng.
ng lc thc hin ThP
Cng ty cn c nhng kt hp sn phm/th trng mi tip tc cnh tranh trn th trng. Cc
kha cnh v tnh bn vng ng vai tr quan trng trong qu trnh pht trin sn phm mi. D n
ny c thc hin trong khun kh D n Thit k thn thin vi Mi trng Khu vc, do
CEGESTI mt t chc nghin cu ca Costa Rica, C quan Bo v Mi trng v C quan Pht
trin Quc t Hoa K, v Trng i hc K thut Delft, H Lan ng h tr.
D n
K t u nm 2001, d n i vo thc hin trn tt c cc kha cnh ca dy chuyn sn xut, t
xut pht im l n b n sn phm sau cng. Cng ty nhn c s h tr t vin nghin cu

90

CEGESTI Costa Rica v i hc Landivar Guatemala. y l mt d n nhiu thch thc i

vi doanh nghip, nhm mc ch pht trin ton din cc sn phm mi (sa nguyn kem t bo) v
cc th trng mi. Bn cnh nh hng sn phm, trng tm d n cn t vo vic xem xt cc
yu t ban u ca chui cung cp sn phm nh s dng nng lng v phn bn v vn khc v
Sn xut Sch hn. Sn phm kem c c cu li, ng thi nhng ci tin trong qu trnh sn
xut c thc hin. Bn cnh , vic thu kh sinh hc (biogas) t phn bn cc trang tri v
mi quan h tng tc vi nh cung cp ng gi cng c khi ng.
Cc gii php ci tin
S pht trin ca sn phm kem t bo c kh nng mang li s gia tng thu nhp trc tip, do phn
ln chi ph sn xut sn phm sa t l vi hm lng cht bo. Mi quan h ny khng th hin
trong gi bn kem t bo. Thm vo , cc gii php Sn xut Sch hn trong nh my sa cng
c xc nh.

Hnh 46. Cng ty HACIENDA EL JOBO (trn) v sn phm kem (di)

Kt qu
Kt qu c th nh sau:
> Gim 30% lng nc s dng ti khu vc sn xut;
> Pht trin 2 sn phm mi hon ton: kem vi 30% v 18% cht bo, cng vi loi kem 45% cht
bo hin c.
> Tng 20% kh nng tn dng nguyn liu u vonh p dng cng thc sn phm mi;
> Mu m sn phm p hn vi thit k mi;
> Tit kim in 1.000 USD/thng ; > Gim lng mc s dng trong in bao b.
Cng ty k vng rng a dng ha sn phm s mang li th phn ln hn v gia tng sn lng.
ng thi, d n cng em n mt cch nhn tch cc hn v cc vn mi trng v i mi
nhm tham gia vo cc th trng mi.
bit thm chi tit: Xem Sagone (2001) v Crul (2003).

91

7.4. Cc kha cnh x hi ca pht trin bn vng: Sn phm xy

dng t cht thi (t thi) cng nghip m Nam Phi
S lc v doanh nghip
Nghin cu in hnh ny c thc hin vo nm 2003 trn c s hp tc gia T chc Pht trin
Cng nghip Lin Hp Quc, Tp on Anglo, Trng i hc K thut Delft v cc i din khc
t cc ngnh cng nghip m Nam Phi.
ng lc thc hin ThP
Cc i tc ca d n cng n lc tm phng thc pht trin bn vng cho ngnh cng nghip m.
Cng nghip m l mt ngnh ch cht ti Nam Phi v c mt s nh hng tiu cc i km nh
sau:
> an ton v tnh trng sc khe ca cng nhn nhiu cng ty thp;
> S lan trn HIV/AIDS nhiu vng;
> S dng v qun l t ai khng ph hp, bao gm t ca dn bn a v cc khu vc c bo
v (khu vc sinh thi);
> Lm quyn v thiu tin tng gia cc cng ng a phng;
> Tc ng tiu cc n mi trng i km vi qu trnh khai thc m v ch bin khong sn trong
qu kh v hin ti (bao gm t thi, cc vn hu khai thc v mt a ng sinh hc);
> S dng khong sn thiu hiu qu trn ton th gii, ng thi kh nng ti ch v chu trnh khp
kn ca nhiu loi khong sn mc thp;
> Gia tng khai thc m quy m nh, do nhng ngi dn nhp c ngho thc hin ven cc khu
vc m khong sn, trong iu kin lm vic nguy him v gy ra tc ng ng k n mi trng.
Mt gii php s b c xc nh nhm mc ch tm cch s dng cc cht thi trong khai thc m
lm vt liu xy dng v lm ng. im hn ch i vi cc loi nguyn liu ny nm s c
mt v thm thu cc kim loi nng v cc cht khc, cc c tnh n mn v xm thc cng nh
phng x.
Hn na, ngay c khi 100% nguyn liu dng trong xy dng nh ca v ng s c bt ngun
t cc loi cht thi ny th cng ch chim 1-2% mc tng hng nm ca tng lng cht thi m v
nh vy l gn nh khng ng k. Do , sn xut cc sn phm (mi) t cht thi loi ny khng
c coi l mt gii php di hn nhm gim v loi b hon ton cc vn v mi trng do cht
thi ny gy ra.
Pht trin sn phm t cht thi m nn tnh n nhu cu gim s dng nguyn liu nguyn khai cho
xy dng nh ca v cu ng, nh gi kh nng s dng ngun nguyn liu gi r ca a phng
v pht trin kinh t a phng bao gm tng cng hot ng kinh doanh v s dng lao ng. i
vi cc tp on khai thc m, loi hnh hot ng ny khng c ngha ng k v mt mi trng
m ch c ng gp kha cnh kinh t. Tuy nhin, phng php ny c tnh hp l cao xt trn yu
t pht trin bn vng v trch nhim x hi ca doanh nghip.
Cc gii php ci tin
Sn phm ph bin nht sn xut t cht thi m l cc sn phm dng cho ngnh xy dng nh cc
loi gch xy nh tiu chun.
Gch thng thng c coi l loi sn phm gi tr thp. Nu cht thi m c bn r v cc
thit b cng nh cng ngh khng yu cu cao th vic s dng cht thi m trong th trng gch s
tng nhanh. Nhng nu mc gi bn thp hn lm gim li nhun kinh t th c th gy ra suy gim
vic s dng cht thi m, ngay c khi sn lng ln hn.
trnh tnh trng ni trn, cc d n cn ch trng sn xut cc sn phm thng minh vi gi tr
cao hn bn cnh cc loi gch thng thng. Bc u, khu thit k hiu qu hn s gim trng
lng gch m vn gi nguyn kh nng chu lc v ci thin hiu qu thm m (i vi trng hp
gch trang tr), t m rng phm vi ng dng cc cht thi m. Thc t l trng lng gch nh
hn s tiu tn t nguyn liu hn (tc l tiu th t cht thi hn). Tuy nhin khng nn coi y l

92

im hn ch, v d c s dng ti a lng cht thi m p ng nhu cu xy dng th cng

khng th gii quyt c khi lng khng l cc cht thi loi ny.
Mt s phng thc thit k ci tin khc bao gm:
Gch t kha khng dng va trong qu trnh xy dng, do , gim s dng sn phm va
c gi thnh cao;
Gch rng (nh hn) cho php dng vi cc khung ghp c nh hoc lp thm cc ng li
m khng nhiu thao tc.

Hnh 47. Gch p v gch lm t cht thi m

Cng c th to ra mt s sn phm khc c gi tr kinh t cao hn nh dm ca s (lanh-t),

ngiv cc sn phm c s dng ti cc a im cng cng nh l ng, bu in, ro chn
v.v...
Trn quan im pht trin bn vng th cc sn phm xy dng nh l quan trng nht. Vn
nhc nhi cc nc ang pht trin l vic thiu cc nh cht lng tt nhng gi r. Cc nguyn
liu v cng ngh chnh thng vn cha phi l gii php ph hp vi i b phn dn ngho trong
x hi. Cht thi cng nghip m, c sn rt nhiu v vi mc gi thp, c th l mt phn ca gii
php.
bit thm chi tit: xem UNIDO (2003)

7.5. Cc sn phm mi v vic ti s dng : Ti xch ti ch

(RAGBAG) ti n v H Lan
Doanh nghip
Ti ti ch (ragbag) l tn thng mi ca mt dng sn phm thi trang c lm bng cch ti ch
cc ti nha do nhng ngi nht rc sng trong khu chut New Delhi, n thu gom. Cng
vic ny to ngun thu cho nhng ngi dn ngho. Mt hp tc x gm ton ph n ra v lm
sch nhng chic ti ny, bin chng thnh cc sn phm mi da trn mu thit k ca cc nh thit
k tr n v Chu u, nhng ngi khi xng d n.
ng lc thc hin ThP
Vic thu gom ti nha ca nhng ngi nht rc to ra thu nhp trc tip cho nhng ngi ngho
sng khu chut ca New Delhi. y l ng lc chnh ca d n. Vic s dng nha to ra
sn phm hon ton mi v thi trang ng ngha vi vic ti s dng nguyn liu v gim s dng
nguyn liu nguyn khai.

93

Hnh 48. Ngi gom rc ti Delhi

D n
Trong d n ny, mt dng sn phm hon ton mi c pht trin. Rc thi nha c thu gom,
ra sch, sy kh v phn loi theo mu sc. Sau , cc ti nha c chuyn vo my nn li thnh
cc tm dy v chc hn. Thuc nhum hay mc khng h c s dng. Cn khong 60 ti nha
nn ra 1 tm. Sau , cc tm nha ny c ct ra, ghp vi vi v thu hoc to dng thnh cc sn
phm khc nhau.

Hnh 49. Trung tm thu gom ti New Delhi

Kt qu
D n mang li vic lm cho khong 50 ngi nht rc, nhng ngi ti trung tm thu gom v sn
xut (ch yu l ph n) New Delhi, qua , to ngun thu nhp v nhiu c hi cho bn thn v
gia nh ca nhng ngi ny.
B su tp ti rc nm 2006 bao gm ti xch vai thi trang, ba l, ti mua hng v v.

Hnh 50. Cc sn phm RAGBAG: Ti xch v cp ti liu

7.6. Thit k li sn phm : Chai nha Cng ty Microplast,

Costa Rica
Doanh nghip
Microplast l mt doanh nghip sn xut cc sn phm nha Costa Rica vi 70 lao ng, thnh lp
nm 1981. Cng ty s dng 25 tn nha mi thng sn xut cc chai nha ng dc phm, m
phm v thc phm.
ng lc thc hin ThP
D n c tin hnh bi s lin kt gia CEGESTI, Vin Nghin cu ca Costa Rica, , Trung tm
Sn xut Sch Quc gia ca Costa Rica thuc h thng T chc Pht trin Cng nghip v Chng

94

trnh Mi trng Lin Hp Quc, v i hc Tng hp K thut Delft, H Lan. Sn phm c thit
k li l chai nha HDPE 1,8 lt. Nm 2005, Microplast sn xut trn quy m nh loi chai c cng
kch c ng sa v nc hoa qu. Sau th trng cho loi chai ny tng ln v nhng chai
kiu c c nhiu tim nng ci tin tr thnh sn phm hp dn cho d n.

Hnh 51. Sn phm chai nha kiu c v nh my sn xut ca Microplast

D n
Vic thit k li chai HDPE 1,8 lt c thc hin trn c s hp tc vi mt doanh nghip thc
phm ln ca Costa Rica. Doanh nghip ny s dng 300,000 chai HDPE 1,8 lt mi thng. Ti thi
im bt u d n, loi chai do Microplast sn xut c em so snh vi hai loi chai c s
dng bi mt cng ty cnh tranh hng u. Trng lng trung bnh ca mt chai, khng tnh np l
khong 60-70g. Nhng chai ny c ng trong hp HDPE tiu chun. Nhng chic hp ny cng
c s dng cho cc loi ng gi khc nh Tetra Pack v Tetra Brik. Cng ty c th xp 12 chai
vo trong mt hp.

Hnh 52. Thng cha v hnh dng ca loi chai mi

Cc gii php ci tin

Cc trng tm chnh v mi trng l :
Gim nguyn liu s dng cho mi chai (K hoch ThP 2)
Gim tc ng mi trng do nguyn liu ng gi i vi mi lt sn phm chmtrong
chai (K hoch ThP 1&2)
Gim cht thi trong sut qu trnh sn xut (K hoch ThP 3)
t hiu qu cao trong khu phn phi (K hoch ThP 5), nh tng hiu sut th tch ca
thng cha.
Bn cnh trng tm v mi trng, nhng kha cnh sau cng c xem xt :
Nng cao kh nng s dng chai

95

 Tng tnh thm m ca chai

dy ca loi chai c xp x 0,6 mm. Nghin cu Tham chiu H Lan chng minh rng c th
gim dy xung cn 0,2 mm. iu ny ch c th thc hin c nu my n p chai c trang
b h thng iu khin Parison. Vi h thng ny, dy 0.3mm ca thnh chai mi l hon ton
kh thi. Loi my mi v h thng iu khin Parison cn c th gim lng cht thi trong qu trnh
sn xut.
xc nh kch thc ca chai mi, kch thc ca hp phn phi cng c xem xt. Vi kch
thc mi ca chai, c th xp 15 chai vo hp thay v 12 chai nh trc y, tng 25%.
Cc c tnh c hc ca loi chai mi c kim nh bng chng trnh my tnh COSMOS. Nhng
phn tch ng sut dn n vic ti u ha v tr v s lng cc ng gn tng cng. nng
cao kh nng s dng ca chai, thay i tay cm ng vai tr rt quan trng. Tay cm mi c t
ti v tr trung tm trnh au mi c tay khi s dng. Khi chai y (1,8 kilo), cn xc nh sao cho
lc rt ca ngi s dng cng nh cng tt.
trnh au tay, tay cm c thit k theo cch m ngi s dng c th nm tay cm vi ton b
bn tay (bao gm c ngn ci). S liu v tnh ng dng ca chai trong qu trnh Thit k Li do
Khoa o c v ng lc, trng i hc K thut Delft cung cp.
Kt qu

Gim 45-50% nguyn liu s dng

Hiu qu phn phi tng 25%
Gim 43% tc ng n mi trng
Tnh ng dng cao
Gim khu ch bin li trong qu trnh sn xut
Thit k bt mt hn

iu ny c ngha g trong thc t? Vi quy m 300,000 chai mi thng, iu ny ng ngha vi

vic gim 9.000 kg HDPE hng thng, tc l tit kim c 108 tn HDPE mi nm. Ngoi ra, k
thut mi to c hi cho ngnh ng gi nha Costa Rica pht trin cc loi chai Microplast mng
hnv tt hn. y s l mt tc ng tch cc n ngnh ny.

Hnh 53. Loi chai mi

Hai v d sau y s minh ha nhng tim nng thu li trong qu trnh phn phi. V d u tin lin
quan n kh nng gim din tch lm lnh. Sau khi chai c np y sa hoc nc hoa qu, n s
c bo qun trong phng lnh m bo cht lng. Hiu qu cao hn trong qu trnh phn phi
y ng ngha vi vic gim 202,5m2 din tch lm lnh mi thng (tng ng vi mc 300.000
chai mi thng). V d th hai lin quan n kh nng gim din tch khu vc cha hng trong
khoang lnh ca xe ti chuyn ch. Mt xe ti ch c 15 tm pa-lt (khay hng). Hiu qu phn
phi tng 25% ng ngha vi vic gim c 12 chuyn xe hng thng hay 144 chuyn xe mi nm.
Cc li ch kinh t v mi trng cn bao gm c vic gim tiu th xng, chi ph cho bo dng v
lao ng.
c thm thng tin, tham kho CEGESTI trong website: www.cegesti.org

96

7.7. Thit k li sn phm: Cng ty bao b MAKSS Kampala,

Uganda
Doanh nghip
Cng ty Bao b MAKSS c 135 cng nhn, thnh lp vo nm 1994, c nng lc sn xut t mc
2,500,000 kg hp xp ba cc-tng mt nm. y l mt trong s cc doanh nghip u tin ch ng
lin h vi Trung tm Sn xut Sch ca Uganda (UCPC) vo nm 2002 khi UCPC khi ng d n
ThP nm 2002.
ng lc thc hin ThP
Trung tm Sn xut Sch Uganda nhn thy Cng ty MAKSS c tim nng ln ci thin qu trnh
sn xut cc hp cc-tng sng v i mi sn phm.V d, vic thit k cc hp ng hoa qu c
lm theo cch truyn thng v khng h thay i trong 20 nm qua. Loi hp ny bao gm 2 tm ba
cc-tng, i hi qu trnh sn xut ring cho mi tm. Nhng hp kiu truyn thng ny c to
hnh bng cch s dng inh ghim hoc dy kim loi. Qu trnh vn chuyn bt u bng xe ti, sau
thng qua ng hng khng, ch yu n Chu u. Hp cc-tng sng cn phi va chc chn
va nh. K thut lm nh c th ci thin c 2 vn : gim nguyn liu u v gim chi ph vn
chuyn bng ng hng khng.
D n
Trung tm Sn xut Sch Uganda mi Cng ty MAKSS lm doanh nghip trnh din k thut
trong kho o to ThP u tin vo thng 8 nm 2002. Nhng tng ban u c a ra trong
hi tho ny nh gim dy ca ba cc-tng xp t 5 lp xung cn 3 lp, ng thi tng cng
ca hp bng cch vin mp hoc gia cng. Ngoi ra, sng kin cho thm np hp vo mu thit k
hp lm gim khi lng tng ca hp cng c xut.
Trong bc tip theo, Cng ty Bao b MAKSS thc hin d n ca mnh. Cc cuc tho lun chuyn
su c t chc gia cc khch hng khc nhau ca cng ty (ngi trng hoa, cc nh xut khu
hoa qu v.v..) tm hiu nhu cu t pht trin cc mu thit k hp. Trn c s , Cng ty Bao
b MAKSS thit k li hp, gim chi ph sn xut cng nh gim cc tc ng n mi trng.
Kt qu v li ch
Kt qu ban u, MAKSS a ra 2 mu sn phm thit k trn th trng Uganda vo thng 11 nm
2002 - hp ng hoa qu loi 5 kg v hp ng hoa xut khu. C hai loi hp c thit k li theo
cc tiu ch ThP.

Hnh 54. Hp ng hoa qu loi c v mi ca MAKSS

Hp hoa xut khu c thit k li c nhng li th sau:

Hiu qu s dng nguyn liu_ Gim 167g trng lng ca hp, tng ng mc gim
12% so vi mu thit k ban u.

97

 Ci tin qu trnh sn xut_ Qu trnh sn xut hp bt c mt khu sn xut do y hp

ch c 3 lp thay v 5 lp nh trc y. Hp c c cu t kha nn khng cn s dng cc
loi ghim hoc inh.
Gim chi ph_ Hp c bn vi mc gi r hn cho khch hng, ph vn chuyn bng
ng hng khng (1,5 la M/kg xut sang Chu u) cng gim xung do hp nh hn.
Nng cao tnh nng s dng v lm hi lng khch hng_ Mu thit k ny thng kh tt
hn i vi hoa, do sn phm c bo v tt hn v hoa c gi trong hnh dng p
hn, do c gi tr cao hn.
Hp ng qu thit k li theo hng ThP c nhng li th sau:
Hiu qu s dng nguyn liu:_Gim 60 g trng lng, tng ng 10,7%.so vi mu
thit k ban u
Ci tin qu trnh sn xut_ Qu trnh sn xut hp bt c mt khu sn xut do mu
hp ThP ca MAKSS l loi mt tm. Nhng mu ba tha c tn dng lm lt cho cc
hp khc.
Gim chi ph_ Hp c bn vi mc gi r hn cho khch hng, ph vn chuyn bng
ng hng khng (1,5 la M/kg xut sang Chu u) cng gim xung do hp nh hn.
Nng cao tnh nng s dng v lm hi lng khch hng_ Tnh n nh v thng kh ca
mu thit k mi rt tt. C cu t kha ca hp gip tit kim thi gian. Hp 1 tm d x l
v chim t din tch ng gi. Ngoi ra, khng c vn v s mt cn bng khi xp cc
thng chng ln nhau trong kho
bit thm chi tit: Lin h vi Trung tm Sn xut Sch Uganda www.ucpc.co.ug

7.8. Sn phm sng to: n nng lng mt tri cho th trng

Campuchia.
Doanh nghip
Kamworks l mt cng ty mi hot ng trong lnh vc nng lng mt tri Campuchia, do Qu
ti tr H Lan, Pico Sol thnh lp nm 2006. y l mt n tt nghip ca sinh vin Trng i
hc Tng hp K thut Delft tin hnh, phi hp vi Ecofys, mt cng ty t vn H Lan hot ng
chuyn v cc gii php s dng nng lng bn vng. D n bao gm ton b cc bc thit k sn
phm t phn tch th trng cho n mu sn phm sau cng.
ng lc thc hin ThP
Khong 90% s h gia nh Campuchia khng tip cn c vi c s h tng in bo m v n
nh. Nhiu ngi sng di mc ngho kh, t hn 1 la M/ ngy. Cung cp cho nhng ngi
ny c hi c nh sng in l mt bc nh nhng ng vai tr quan trng. Campuchia, mc
lng trung bnh thp v 60% dn s tr, di 20 tui. Thch th ln i vi nn kinh t l to ra
vic lm cho b phn ny.
Bn cnh , Campuchia cng c nhng c hi. Nc ny c trung bnh 5 gi nng mi ngy, phn
phi u trong nm. iu ny khin Campuchia tr thnh mt trong nhng nc c nhiu nng
lng mt tri nht trn Th gii.
Kamworks nhn nhn cc kh khn ca Campuchia v ngun nng lng mt tri di do nh mt
c hi ca cc sn phm s dng nng lng mt tri sn xut ti a phng. Cc sn phm ny s
p ng c nhu cu nng lng ca cc h gia nh nng thn. Sau nhng phn tch v nh gi
ban u v n lng nng lng mt tri, Kamworks lin h vi Khoa K thut Thit k Cng
nghip ca i hc K thut Delft pht trin sn phm ny.
D n
Khong 55% h gia nh Campuchia s dng c-quy t d tr in cho s dng ti vi v chiu
sng. Ngi dn b ra khong 40 70 la M mi nm sc cc c quy ny. c quy thng
c sc theo mt cch km hiu qu, gim 50% tui th s dng.

98

Hnh 55. n nng lng mt tri dng bng PV, nh nn: n Angko Wat

Hnh 56. n nng lng mt tri chiu sng rng v chiu sng tp trung s dng chao n

a s ngi dn s dng n du p ng nhu cu chiu sng. H s dng cc n di ng

trong nh hay bn ngoi ty theo yu cu. Trong iu kin thi tit c ma hay gi th khng th s
dng kiu n ny c. nh sng ca loi n ny thng m v tiu tn nhiu du ha. Phn ln
ngi dn chi t nht 2 la M hng thng cho loi n ny.
Trong d n ny, nhm i tng s dng c th c xc nh l cc ng dn v ngi bt ch.
Nhng ngi ny thng s dng cc n nh t trn u ni lin vi 1 c quy nng 2 n 4 ki-lgam t trn vai. n pha loi ny l loi dy tc, c th b chy bng nhiu ln trong mt m. Mt
s ng dn tn trn 100 la M mi nm cho vic sc c quy v thay bng. Loi n pha ny cng
c s dng cho chiu sng trong nh. Cn c trn cc s liu thu thp c, mt lot cc thit k
kh thi ca loi n mi c pht trin.
Kt qu
Sn phm sau cng l n lng chn khng c sc bi mt tm pin mt tri loi 45 W. Sn phm
c t tn l n SO. Mu thit k n m phng theo biu tng quc gia ca Campuchia, n
ng co. Ngi dn Campuchia rt t ho v ngi n ny v n tn ti t thi k lch s khi
Campuchia c v tr quan trng khu vc ng Nam .
To dng chn khng l mt k thut ph hp i vi mt doanh nghip mi bt u kinh doanh nh
Kamworks. Thit k ny c nhng thun li do chi ph ban u thp v ng dng linh hot. K thut
ny c p dng cho sn xut quy m nh (khong 10,000 sn phm mi nm). Cc khun c th
sn xut a phng vi mc gi r hn so vi sn phm nhp t ni khc.
n SO c thit k p, c cc b phn vi cht lng cao v u c kh nng thay th. Sn phm
ph hp vi tiu chun quc t (PV-GAP) v khuyn khch cc sn phm s dng nng lng mt
tri trn th trng ton cu. Kt qu sau cng ca d n l mt mu sn phm c s dng trong
bn nh gi th trng sn phm chi tit Campuchia.
Thng 5 nm 2006, Kamworks ginh c gii thng tr gi 175,000 USD ca T chc Cnh tranh
v Pht trin Th trng ca Ngn hng Th gii vi d n hng dn cc tr em m ci Campuchia
k nng bn hng bn sn phm n SO.

99

7.9. Thit k li sn phm: xe moc dng trong vn chuyn nng

sn Ghana
Doanh nghip
REAL (Cng ty Kinh doanh Dch v Vn chuyn Nng thn) l mt doanh nghip thuc quyn s
hu ca nng dn v cc nh qun l nng thn Ghana.
ng lc thc hin ThP
D n c tin hnh vo nm 2003, nhm mc ch thit k mt phng tin vn chuyn nng sn,
gip gim tht thot sau thu hoch, qua tng gi tr nng sn v ci thin iu kin lao ng ca
ngi nng dn (c nam gii v ph n) Ghana. H thng vn ti n nh c thit k da trn
cc nguyn liu sn c ca a phng v cc phng php sn xut ph hp ti Ghana. Thit k
cng xem xt n cc yu t tc ng n tc l vn ha x hi a phng.
D n
Giai on pht trin khi nim bt u t qu trnh ra cc m hnh t gc chc nng ca sn
phm. Cc khi nim ny c to thnh trn c s s lin kt cc chc nng v tp trung li thnh 3
hng thit k ch o. Sau khi xc nh cc nguyn liu sn c, cc kh khn s c xem xt v
gii quyt.

Hnh 57. Xe ko h v xe ko a ngn

Ba hng thit k chnh dn n kt qu 3 m hnh xe ko: loi Trn, loi Kt hp v loi H. Loi
Trn bao gm 1 khoang cha , c ch to t li kim loi. Loi Kt hp c th vn chuyn c
tt c cc loi thng cha v c th to ra mt ngn cha bng li kim loi. Loi H ch chuyn
dnh ch cc thng nha do mt nh sn xut thng cha cng nghip Tema cung cp. Sau khi tin
hnh nhiu bc trong qu trnh xy dng m hnh th t, m hnh xe ko a ngn c thit k trn
c s s kt hp gia loi Kt hp v H. M hnh xe ko a ngn c th ch hu ht cc loi thng
cha nng sn khi vn chuyn. Loi xe ny c thit k s dng trong hin ti cng nh trong
tng lai, n u vic s dng h thng vn chuyn khp kn bng cc thng cha ca REAL.
Sau khi so snh 4 m hnh trong hng dn thit k, loi xe ko H v loi xe ko a ngn c
chng minh l 2 loi xe c tnh kh thi nht. C 2 loi xe ny u c ch to th ti mt xng c
kh Ghana trc khi tin hnh sn xut hng lot. Vic sn xut yu cu xy dng xng, mt th
hn, nguyn vt liu v cc chi tit chuyn dng ca xe.

100

Hnh 58.Moc Crate v moc a ngn

Ngay sau khi cc m hnh c hon thin, chng c kim tra th ti hai a phng pha nam
Gana. Sau khi quan st v nh gi cc m hnh trong thc t s dng, mt s thay i nh c
thc hin nhm nng cao hiu qu s dng. Mt cuc kim tra cui cng c tin hnh nh
gi ln cui. Thc t cho thy lng hng ha c th tng gp i trong mt chuyn xe, thm ch l
nhiu hn. Nhng ngi s dng xe ko nhn nh rng xe ko mi tin dng v hiu qu hn, lng
hng ha chuyn ch c nhiu hn, ng thi b ngang ca xe cng ph hp vi cc on ng
nh.
Sau khi kim tra c 2 loi xe ko trn bn thit k, nhm thit k sn phm nhn thy rng loi xe a
ngn cn c nghin cu su hn. Cc kch thc ca xe a ngn tip tc c ti u ha H Lan
bng phn mm Solidworks, mt phn mm m phng 3 chiu trn my tnh. M hnh thit k trn
my tnh bao gm kt cu c bn v mt s b phn chi tit ca xe a ngn.

101

Hnh 59. Kim tra xe ko

Kt qu
Cc kt qu tim nng ca xe ko a nng bao gm:
Kh nng vn chuyn c ci thin. Xe moc thch hp vi nhng con ng c o,
ng hai vt (do hai bnh xe i li to thnh), ng nhnh v c ng ri nha tr trng
hp i vi vng Abor ch thch hp vi ng c o hoc ng hai vt.
Tng hiu qu s dng: Lng nng sn c vn chuyn c th tng ln gp i, thm ch
c th nhiu hn.
Tnh tin li ca tay cm c ci thin. Lc t ln ngi nng dn (c nam gii v ph n)
c gim nh.
Xe ko c sn xut ngay ti a phng, s dng cc phng tin sn xut sn c ca
Ghana vi cc vt liu sn c a phng.
Mt s kin ngh nhm nghin cu su hn v xe ko ca hng REAL c a ra nh sau:
C cu ca xe ko c th ti u ha hn na v trng lng v kiu hn, ng thi n gin
ha qu trnh sn xut.
Khuyn khch ph n s dng xe ko v khuyn khch s dng xe ko trong thu hoch nng
sn.
Tm li, xe ko a nng gim nhng tht thot hu thu hoch, do tng thu nhp cho ngi
nng dn. iu kin lao ng cng c ci thin do gim bt lc t.
Xem thm thng tin chi tit ti Steinbush (2003)

102

7.10. p dng phng php lun Tham chiu vi thit k t lnh

ca cng ty Waiman Industries, Costa Rica
Doanh nghip
Waiman Industries t ti San Jose, Costa Rica. Doanh nghip ny sn xut sn phm kim loi, c
bit l cc thit b gia nhit, lm mt v bo qun thc phm v ung. Cng ty bao gm mt ngi
qun l, ng thi l ch s hu doanh nghip v 18 nhn vin.
ng lc thc hin ThP
Cc th trng kinh doanh ca Cng ty c yu cu cao v tnh thn thin mi trng, c bit l hiu
qu s dng nng lng ca sn phm. Mc ch chnh ca d n l nhm pht trin mt sn thc
y c hi kinh doanh nhng t tc ng n mi trng khi so snh vi cc sn phm tng ng. D
n c thc hin trong khun kh Chng trnh Thit k Thn thin vi Mi trng khu vc Trung
M.
D n
Vo nm 1998, d n xc nh mt sn phm thc hin Tham chiu. l t lnh ng dng
trong kinh doanh thng c bn cho cc ca hng hoc cc hng n nh lm lnh v bo qun
sn phm ca mnh, ng thi sn phm cng c bn cho cc khch hng ln hn nh cc c quan
hoc cc nh sn xut tht hay bia. Nhng ng lc chnh di gc mi trng t ra cho vic
thit k bao gm: gim chi ph sn xut, hiu qu lm lnh v nhn thc mi trng ca nh qun l
thit b. Nhng u tin i vi cng tc thit k li bao gm:
Tng kh nng lm lnh;
Gim mc s dng nng lng trong qu trnh s dng sn phm; v
To thun li cho qu trnh bo dng.
Cc gii php ci tin
Cc gii php ci tin da trn cch tip cn theo hng thng tin tham chiu. Mt yu t ca tham
chiu l vic nh gi cc sn phm ca cc i th cnh tranh trc tip. C rt nhiu cc i th
cnh tranh nh Costa Rica v mt s doanh nghip quc t ang c mt trn th trng. Thng tin
v quy m doanh nghip, gi ca cc sn phm so snh v th phn cng nh tiu chun k thut ca
sn phm c thu thp t tp qung co v mng Internet.

103

Hnh 60. T lnh Waiman

Yu t th hai ca tham chiu chnh l phn tch chi tit v th trng t lnh, vi trng tm l cc
doanh nghip thc phm v ung, siu th v cc c quan chnh ph. Vi cng ty Coca Cola trong
khu vc ny c cc nh cung cp t lnh t Guatemala v M-hi-c v s dng b tiu chun v hiu
qu hot ng nh thi gian h nhit , tiu th in, khng s dng kh CFC lm tc nhn lnh v
an ton.
Kt qu
Trn c s nhng thng tin tham chiu, cc cng thc thit k i vi sn phm thit k li c
hnh thnh v qu trnh pht trin sn phm c khi ng. M hnh sn phm vi kt qu mong
i tt nht c a ra. Nhng im cn ci tin trong sn phm thit k li bao gm :
> Gim thi gian cn thit h nhit ;
> Phn phi hiu qu khng kh lnh bng cch b tr li b phn thng gi;
> S dng t nng lng cn thit hn t n mc nhit tng ng.
gim tiu th nng lng trong sut vng i ca sn phm, mt b phn khc c s dng
thay cho in tr ca t. in tr ny trc y c dng gia nhit chng to sng mt
pha cnh ca. Mt iu chnh khc nhm tng hiu sut s dng nng lng l t li v tr ca b
phn TL trong t lnh. Vic iu chnh ny c thc hin thnh cng. Mt s ci tin mi v bo
dng c p dng thnh cng nh qu trnh phn tch tham chiu t bn ngoi. Nhng ci tin
ny to iu kin thun tin cho cng tc lm sch v sa cha t. Nhng tin b trong sn phm
c p dng trc tip vo qu trnh sn xut v trong qu trnh pht trin sn phm.
bit thm chi tit xem Hoornstra (1998)

7.11. Tham chiu trong sn xut my ch sn ca Cng ty

Intermech, Tanzania
Doanh nghip

104

Cng ty C kh Intermech l mt doanh nghip quy m nh Morogoro, Tanzania. Cng ty cung

cp nhiu loi hnh dch v nh: thit k c kh, ch to, lp t v hiu chnh thit b. Trng tm
kinh doanh chnh ca Cng ty l sn xut thit b ch bin thc phm v nng sn. Cng ty ny c
khong 10 cng nhn lm vic trong xng.
D n
Sn l mt sn phm tim nng v ang c a chung Tazania v c th ch bin thnh tinh bt
trong thc phm v c s dng cho ngnh cng nghip dt a phng. Intermech quyt nh
pht trin mt lot cc sn phm my mc ch bin sn sau thu hoch thnh tinh bt cht lng cao.

Hnh 61. Xng c kh ca Intermech ti Morogoro, Tanzania

Trong giai on u, my ch sn kiu mi c pht trin vo nm 2003. pht trin c m

hnh u tin, mt s m hnh sn c c ci tin thng qua quan st cc tranh nh minh ha, qua
In-t-nt v sn phm ca cc i th cnh tranh trng by ti trin lm. Da trn s tham chiu ny,
mt phin bn thit b c qu l bng g v tay cm ci tin c pht trin (xem hnh 62).

105

Hnh 62. Qu l g truyn thng c gai st v qu l kim loi mi

Trong bc tip theo, cc cn b Khoa K thut ca trng i hc a phng Dar es Salaam

(UDSM) phi hp vi Intermech thit k li v hnh thnh phin bn my ch sn kiu mi u
tin. Hn 20 gii php ci tin c a ra nhm lm gim tc ng n mi trng, tng cht lng
sn phm v gim chi ph sn xut. Cc la chn ny ch trng vo trung tm ca sn phm qu l
bng g. Vic sn xut qu l g c gai kim loi tn rt nhiu nhn cng lao ng v chi ph. Th hai
l vn v m dn ti cht lng tinh bt sn thp v gim tui th s dng ca qu l g,
dn n chi ph bo dng cao.
Kt qu
Mt trong nhng kt qu ca d n thit k li l vic thay th qu l g bng qu l lm bng nhm
c bc ngoi bng tm tr kim loi c khoan l sn xut t nhm v tm khoan. L kim loi mi c
nhng u im sau:
> t chi tit hn v qu trnh sn xut n gin hn, do chi ph sn xut thp;
> S dng nguyn liu sn c a phng;
> Tng hiu sut qu trnh ch bin bt sn;
> Tui th s dng di hn;
> Tng hiu qu s dng v an ton cho ngi s dng.
Sau khi thc hin tt Tham chiu v thit k li my ch sn, Intermech tip tc pht trin sn phm
tip theo trong qu trnh ch bin sn thnh tinh bt l my chit tch tinh bt.

106

Hnh 63. My nghin bt sn c thit k li

bit thm thng tin: xem Msoro (2004)

7.12 Tham chiu: Mn hnh my tnh Philips

Cng ty:
Cng ty in t dn dng Philips l mt chi nhnh ca Cng ty in t Royal Philips, mt trong
nhng cng ty in t ln nht th gii.
ng lc thc hin ThP
B phn sn xut mn hnh ca cng ty in t dn dng Philips phi i mt vi nhng thch
thc ln vo cui thp nin 90. Cng vic kinh doanh lc pht trin rt mnh v rt thnh cng
trong kha cnh doanh thu, th phn v li nhun. Tuy nhin, cc thit k sn phm dn tr ln li
thi v ban lnh o cng ty lc mun tng cng dy chuyn sn xut. Vi quan im , cng
tc Tham chiu ThP c thc hin. Mc ch l nhm ci tin ng k loi mn hnh 17 inch,
c kha cnh sinh thi v kinh t.
D n
Cng tc Tham chiu ThP c a ra trong khi thc hin mt d n hp tc gia cng ty in t
dn dng Philips, Trung tm xy dng nng lc mi trng v Trng i hc Tng hp K thut
Delft. Cn c vo cc lnh vc xanh trng im, mn hnh my tnh Philips c so snh vi cc
sn phm ca vi i th cnh tranh, v cc kt qu c ci tin trong dng sn phm tip theo.
Cc loi mn hnh c cc c tnh k thut tng t sau y c chn lm Tham chiu: sn phm
ca Philips sp ci tin, 2 sn phm ca Nht, 1 ca Hn Quc ang c bn rt chy trn th

107

trng. Cc mn hnh ny c so snh 27 im lin quan n tiu th nng lng, s dng

nguyn liu, ng gi, thnh phn ho cht, kh nng ti ch v hiu qu s dng trong sut vng
i.
Kt qu
Sn phm ca cc i th cnh tranh tt hn ca Philips mt s im. Cc kt qu so snh
c thng bo trong ton cng ty v tr thnh mt ng lc khch l ci tin. Cng ty quyt
nh khng i n dng sn phm mi m ngay lp tc ci tin cho dng sn phm ang sn xut.
Nh cng tc Tham chiu v cc bui tho lun sng to, nhm d n a ra c mt s cc gii
php ci tin. Do khng c thi gian cho nn cc gii php ci tin khng c p dng ht.
Tuy nhin cc kt qu ca vic trin khai ci tin thu c rt n tng.
K t (1997), phng php lun Tham chiu ThP c trin khai ti tt c cc b phn sn
xut, cc bo co Tham chiu hin nay ph bin trong cng ty Philips cho tt c cc loi sn phm
t my chi a CD cm tay, n chiu sng, v dao co ru, ti cc h thng y t hon chnh. K t
d n u tin ti nay c hn 100 ln nh gi Tham chiu ThP c thc hin ti Philips.
Cc kha cnh

Philips

i th 1

i th 2

i th 3

Khi lng nha (g)

Chi ph cho nguyn liu
nha s dng ($)
Khi lng st (g)
Khi lng nhm (g)
Cht chng chy
di ca dy in (cm)
Thi gian tho ri (giy)

4597
16

3283
6

3123
5,5

3592
8

2301
348
Khng
4000
750

840
606
C
2200
470

425
404
C
2800
580

757
1698
C
2070
480

Bng 10. Kt qu Tham chiu cho mn hnh

Chi tit
Chi ph nguyn liu nha ($)
Tc ng mi trng v mt
kim loi (mPt)
S lng mch in t
di ca dy in (cm)
Thi gian tho my (giy)

Sn phm Philips c
16
54

Sn phm Philips ci tin

10
32

6
4000
750

3
2270
570

Bng 11. Tnh nng ca mn hnh Philips trc v sau ci tin nh Tham chiu
bit thm thng tin: xem Caluwe (2004), v Eenhoorn v Stevels (2000)

7.13. Mt v d v chng trnh ThP c h tr quc t: InWent

InWent l mt t chc pht trin ngun nhn lc quc t, o to cao cp v i thoi quc t.
Inwent c thnh lp trn c s sp nhp hai c quan Duisberg Gesellschaft (CDG) v Deutsche
Stiftung fr Internationale Entwicklung (Qu Pht trin Quc t ca CHLB c, DSE) vi kinh
nghim hp tc pht trin nhiu thp k.
Cc chng trnh dy ngh ca InWEnt c trng tm l tip cn pht trin bn vng. Trong , mt
chng trnh c bit dnh cho cc sn phm bn vng c khi ng. Trong chng trnh ny,
cc k s v cc nh thit k t M Latinh, chu Phi v chu cng lm vic vi nhau trong kha
o to mt nm c a ra cc thit k s b ca cc sn phm bn vng. Loi chng trnh
ny nhm xy dng nng lc cng ngh trin khai trn thc t ti cc nc.
Mt v d l s pht trin bc u ca loi xe p ch hng ti Peru v Indonesia, do k s Lulus
Ketriyanto (Indonesia) v nh thit k Ricardo Geldres Piumatti (Peru) thc hin.
ng lc thc hin ThP

108

Xe p c nhn, xe ko tay v xe ch hng s dng sc ngi. Cc thnh ph c nhiu xe p v xe

ch hng th s t nhim hn so vi c h thng giao thng thng thng vi t, xe bus v xe ti.
Pht thi v nhim ting n cc thnh ph do cc phng tin c gii s gim i khi chuyn sang
s dng cc phng tin vn chuyn bng sc ngi. Vic pht trin, sn xut v s dng xe p ch
hng cng c th to ra nhiu vic lm.
D n
Indonesia c ngnh cng nghip xe p pht trin, sn xut ra nhiu loi xe p ch hng dng trong
ton quc. Peru xe p ch hng cng ph bin v l th trng ng k. Ngun gc ca xe ch
hng l t Chu , thng l cc xe tay ch ngi. Cc xe p ch hng dng cho a hnh bng
phng v ng ph. Chu u gn y xut hin cc xe tay phc v du lch. Cc xe tay ny c
nhp khu t Chu .
Mt mu xe p ch hng mi (ang dng thit k s b) c mt k s ngi Indonesia v
mt nh thit k ngi Peru pht trin trong kha o to ca InWEnt ti c. Tuy nhin mu thit
k ny khng c sn xut do d n thit k ch nhm mc ch o to.
Xe ch hng c thit k n gin mt cch c ch . Hng c t pha trc tay li mc d c
th hn ch tm nhn ca li xe. Mu thit k ny c th s dng phn pha sau ca loi xe p thng
thng. Ngoi ra, dch v cho thu xe ch hng, cung cp ph tng xe p hay sa cha l nhng
lnh vc tim nng to thm vic lm t d n ny.
bit thm thng tin: tham kho ti website www.inwent.org hoc lin h vi
winfried.kalhoefer@inwent.org.
Cng c th xem them CD i km tham kho cc v d cho chng trnh o to ngh ny.

109

CC QUY TC CN THAM KHO

KHI
THC HIN ThP
Di y l mt s gi cn bn khi doanh nghip cn nhc n vn ci thin
sn phm. Cc quy tc ny c th l mt danh sch nhng im cn thc hin
hoc l nhng gi cho doanh nghip. Cc quy tc ny c t chc da theo
chin lc ThP c trnh by trong chng 5.

8.1. La chn vt liu t c hi

a. Vt liu sch
1_ Khng s dng vt liu hoc cht ph gia c b cm, bao gm: PCB
(polychlorinated biphenyl), PCT (polychlorinated terphenyl), ch (trong PVC,
in t, thuc nhum v pin), cadimium (trong thuc nhum v pin) v thu ngn
(trong nhit k, cng tc, ng n hunh quang).
2_ Trnh s dng vt liu hoc cht ph gia lm suy gim tng ozon nh clo, flo, brom,
metyla brom, halon v bnh xt, bt bin, cht lm lnh v dung mi c cha CFC.
3_ Trnh s dng cc hydrocarbon gy khi m ma h.
4_ Tm ra cc k thut thay th cc k thut x l b mt nh km nhng nng, m km
in phn, m crom in phn.
5_ Tm ra cc kim loi thay th cc kim loi mu nh ng, km, ng thau, crom v
nikel do qu trnh sn xut ra cc kim loi ny thi ra cc kh c.
b. Vt liu c th ti to c
6_ S dng cc loi vt liu c th thay th cho cc loi vt liu ang cn kit.
c. Vt liu tiu th t nng lng
7_ Trnh s dng cc loi vt liu tiu hao nhiu nng lng nh nhm trong cc sn
phm c vng i ngn. (Sn xut nhm kim loi cn qu trnh in phn tn rt
nhiu nng lng in)
8_ Trnh s dng cc vt liu c sn xut theo phng thc canh tc vt kit t.
d. Vt liu ti ch
9_ S dng vt liu ti ch bt c u c th tng nhu cu ca th trng i vi
loi vt liu ny.
10_ S dng cc kim loi ti ch nh nhm v ng ti ch thay v s dng kim loi
nguyn khai.
11_ S dng nha ti ch trong cc chi tit ph tr bn trong sn phm khng yu cu
cht lng cao v c hc, v sinh v bn.
12_ Khi v sinh l mt yu t quan trng (v d nh tch c ph hoc mt s loi bao b),
c th s dng vt liu nhiu lp vi phn trong c lm t nha ti ch v lp b
mt bng nha mi.
13_ Tn dng nhng c im c o (v d nh s khc bit v mu sc v ho tit)
ca vt liu ti ch trong qu trnh thit k.
e. Cc vt liu c kh nng ti ch
14_ Ch s dng mt loi vt liu cho ton b sn phm v cho cc b phn lp rp khc
nhau.

110

15_ Nu khng th lm t mt vt liu, hy s dng cc vt liu tng thch vi nhau.

16_ Trnh s dng cc vt liu kh tch ri (gy kh khn cho qu trnh phn loi ti
ch) nh cc vt liu hn hp, vt liu nhiu lp, vt liu c cc cht n, cht
chng chy v si thu tinh gia cng.
17_ u tin s dng cc vt liu c th ti ch c th trng chp nhn.
18_ Trnh s dng cc cht gy nhim nh nhn dnh v chng c th gy kh khn
cho qu trnh ti ch.
f. Vt liu c tc ng tt cho x hi (chng hn em li thu nhp cho a phng)
19_ S dng cc loi vt liu do cc nh sn xut a phng cung cp.
20_ Thc y v to thun li cho cc cng ty a phng trong vic s dng cc loi vt
liu ti ch cc loi vt liu ny c th thay th cho (mt phn) nguyn vt liu
u vo ca cng ty.

8.2. Gim s dng vt liu

g. Gim trng lng
21_ Nng cao cng vng ca sn phm bng cch s dng cc k thut gia cng,
cu trc cc gn tng cng thay cho lp vt liu qu dy.
22_ Th hin cht lng v ng cp sn phm thng qua thit k tt hn l thit k sn
phm vi kch thc qu c.
h. Gim th tch (cho khu vn chuyn)
23_ N lc gim khong khng gian cn thit cho vn chuyn v bo qun bng cch
gim kch thc sn phm v tng th tch.
24_ Sn xut cc sn phm c th gp c hoc c th xp lng vo nhau.
25_ Cn nhc n vic vn chuyn sn phm theo tng b phn ri c th xp lng vo
nhau, chuyn cng on lp rp cui cng cho bn th ba hay thm ch l cho ngi
s dng cui cng.

8.3. Ti u ho cng ngh sn xut

i. Cc cng ngh sn xut thay th
26_ u tin la chn cc cng ngh sn xut sch cn t cht ph gia gy c hi (v d
nh, thay th CFC trong qu trnh ty du m v cc cht ty gc clo)
27_ La chn cng ngh sn xut to ra t kh thi nh un, gp cong thay cho hn to
ra sn phm c cc on gp, un; s dng cc mi ghp tho c thay cho hn.
28_ La chn cc qu trnh cng ngh tn dng vt liu hiu qu nht nh dng sn tnh
in thay cho sn phun.
j. Gim cc bc (nguyn cng) sn xut
29_ Kt hp nhiu chc nng vo mt b phn gim cc cng on sn xut cn thit
30_ u tin s dng cc loi vt liu khng cn n x l bo v b mt.
k. S dng t nng lng hn hay s dng nng lng sch hn

111

31_ Khuyn khch b phn sn xut v cc nh cung cp thc hin qu trnh sn xut ca
mnh mt cch hiu qu v nng lng.
32_ Khuyn khch h s dng cc ngun nng lng c kh nng ti to nh nng lng
gi, nc v mt tri. nhng ni c th, cn gim vic s dng nhin liu ho
thch v gim cc tc ng mi trng. Chng hn nh chn cc loi than c hm
lng sulphur thp hoc kh t t nhin.
l. Gim cht thi t qu trnh sn xut
33_ Thit k sn phm gim thiu vt liu thi, c bit l trong cc qu trnh nh ca,
tin, phay, p v t l.
34_ Khuyn khch b phn sn xut v cc nh cung cp gim lng cht thi v t l
ph phm trong sn xut.
35_ Ti ch cht thi ngay trong cng ty
m. S dng t vt liu ph hn hoc dng cc vt liu ph sch hn trong cng ty.
36_ Gim lng vt liu ph trong sn xut, v d nh bng cch thit k sn phm sao
cho trong qu trnh ct, phoi c tp trung mt ch gim khi lng cng vic
v sinh, ty ra.
37_ Tham kho kin ca b phn sn xut v cc nh phn phi xem c th nng cao
hiu qu s dng vt liu hay khng, chng hn nh bng cch thc hin tt qun l
ni vi, trin khai h thng sn xut khp kn hay ti ch ti ch.
n. An ton v v sinh ni lm vic
38_ La chn nhng loi cng ngh s dng t cc cht c hi hn v to ra t cht thi
c hi hn.
39_ S dng cc loi cng ngh to ra t cht thi hn v t chc h thng ti ch v ti
s dng hiu qu trong cng ty i vi nhng cht thi cn li.
40_ Trin khai h thng m bo an ton, sc kho v iu kin lm vic trong cng ty
theo cc tiu chun kiu nh SA8000.

8.4. Ti u ha h thng phn phi

a. S dng bao gi t hn/ sch hn/ ti s dng c
41_ Nu tt c hoc mt phn bao b gip sn phm tr nn hp dn hn, tn dng li th
ny nhng nghing v khu thit k t hiu qu tng t.
42_ i vi cc bao b hng ha v vn chuyn khi lng ln c th ti s dng , cn
kt hp h thng k qu hoc hon tr
43_ S dng cc nguyn liu ph hp cho tng loi bao b ng gi v d, trnh s
dng nha PVC v nhm trong nhng bao b khng th thu hi.
44_ Gim thiu th tch v trng lng bao gi
45_ Bo m rng ng gi l hp l gim th tch, d un v xp lng cc sn phm
xem mc 8.2.b
b. Cch thc vn chuyn tit kim nng lng

112

46_ Yu cu b phn bn hng trnh cc hnh thc vn chuyn gy nh hng n mi

trng.
47_ Vn chuyn bng cng-ten-n ng thy v tu ha thch hp hn l vn chuyn
bng xe ti.
48_ Nn trnh s dng vn chuyn ng hng khng nhng ni c th.
c.

Hiu qu nng lng trong khu hu cn

49_ Khuyn khch b phn bn hng u tin mua hng ti a phng trnh phi vn
chuyn ng di.
50_ Khuyn khch b phn bn hng s dng cc cch phn phi hiu qu v d, phn
phi ng thi mt s lng ln cc mt hng khc nhau.
51_ S dng cch ng gi vn chuyn tiu chun v ng gi khi lng ln (cc kch
thc ng gi tiu chun v theo quy nh v cc tm hng ca chu u Europallets).

d. Thu ht cc nh cung cp a phng (kinh t phn b)

52_ Tm kim cc kh nng k hp ng vi cc nh phn phi/ vn chuyn ti a
phng.
53_ Thnh lp cc b phn hu cn cng vi cc cng ty i tc ln cn cng nhau
thu vn chuyn v phn phi t cc cng ty a phng.

8.5. Gim tc ng trong qu trnh s dng

a.

Tiu th nng lng thp

54_ S dng cc thit b tiu th nng lng t nht c trn th trng.
55_ S dng c ch ct ngun in t ng.
56_Bo m rng ngi s dng c th tt cc ng h, cc chc nng d phng v cc
thit b tng t.
57_ Nu vic di chuyn sn phm trong qu trnh s dng tiu tn nng lng th sn
phm phi cng nh cng tt.
58_ Nu nng lng c s dng cho vic gia nhit th phi chc chn rng mi b
phn ca h thng cn c bo n tt nht.

b.

S dng ngun nng lng sch

59_ La chn ngun nng lng t gy hi mi trng nht.
60_Khng khuyn khch s dng loi pin khng sc li c v d, radio cm tay c th
dng c pin xc th nn s dng loi pin .
61_Khuyn khch s dng nng lng sch nh cc ngun nng lng t lu hunh (kh
gas t nhin v than t lu hunh), nng lng sinh hc, nng lng gi, nng lng
nc v nng lng mt tri.
V d: bnh nc nng hn hp dng nng lng mt tri v nng lng in khng
tn in lm nng nc trong ma h.

c.

Gim nhu cu tiu th

113

62_Thit k sn phm sao cho gim thiu vic s dng cc nguyn liu ph V d, s
dng mt b lc kim loi pha c ph thay th cho b lc giy, v thit k hnh
dng ti u cho b lc tn dng c ph tt nht.
63_ Gim thiu r r t my mc, v d lp t b cm bin pht hin r r.
64_ Nghin cu tnh kh thi ca vic s dng li cc vt liu tha, chng hn s dng li
nc thi ca my ra bt.
d.

Tiu dng sch hn

65_Thit k sn phm s dng nhng vt liu c sn v sch nht.
66_ Bo m rng vic s dng sn phm khng to ra cht thi tim n c hi v d
bng cch lp t cc b lc thch hp.

e.

Gim lng ph nng lng v tiu dng

67_ Cn trnh vic s dng nhm sn phm thng qua cc hng dn r rng v thit k
ph hp
68_ Thit k sn phm sao cho ngi dng khng th lng ph nhng nguyn vt liu
ph v d ngn cha nguyn liu phi c lm ln trnh trn.
69_ S dng cc mc nh lng trn sn phm ngi dng bit chnh xc cn bao
nhiu nguyn liu, v d lng bt git nn dng cho mt m git.
70_ trng thi hot ng mc nh ph hp nht trn quan im bo v mi trng
v d: khng t sn cc cc giy trn khay ca my bn nc gii kht, my
photocopy ch pht 2 mt

f.

H tr sc khe v gia tng gi tr x hi

71_ Bo m rng sn phm khng c hoc c rt t nh hng ln sc khe ngi tiu
dng bng cch trnh dng cc cht c c tnh, dng cc cht c lng phng x
thp, ..vv.
72_ Thit k sn phm ph hp vi nhu cu kinh t x hi v kh nng ca ngi tiu
dng.
73_nh gi kh nng thit k sn phm phc v nhm ngi c thu nhp thp

8.6. Ti u ho vng i sn phm

a.

Tin cy v bn vng
74_ Pht trin cc thit k chc chn v trnh to ra cc lin kt yu trong sn phm. Cc
phng php c bit nh Phn tch cc dng hng v tc ng ca chng c
pht trin cho mc ch ny.

b.

D dng sa cha v bo dng

75_ Thit k sn phm vi quan im hn ch khi lng cng vic bo dng v sau.
76_ Ghi r trn sn phm cch tho ri lau chi hoc sa cha v d, ch ra ch no
nn dng tuc n vt m ch ni.
77_ Ghi r trn sn phm nhng phn no cn phi c lau chi v bo tr theo mt
cch ring v d, dng mu c trng ch ra ch cn bi du m.

114

78_ Ch ra trn sn phm nhng phn hoc b phn nh cn c kim tra thng xuyn
v n c th rt nhanh b mn.
79_ t v tr ghi hn s dng ch d nhn thy sa cha hoc thay th ng thi
gian.
80_ t cc phn nhanh mn (hng) gn nhau, thun tin mi khi cn tho d
sa cha hoc thay th.
c.

Cu trc sn phm c th tho ri c

81_ Thit k sn phm c th tho ri c to iu kin cho vic nng cp hoc thm
mt cc b phn hoc chc nng mi v sau c d dng. V d, thm cc m-un
nh vo trong my tnh m rng b nh.
82_ Thit k sn phm c th tho ri c cc b phn lc hu v k thut hay v
mt thm m c th c thay mi. V d, vi c c th lm mi bng cch s
dng lp bc thay th c hoc lm mi bng cch lm sch hay sn li.

d.

Thit k c in
83_ Thit k giao din sn phm sao cho khng b li thi qu nhanh, bng cch
m bo thm m ca sn phm khng qu ngn so vi vng i k thut ca n.

e.

Mi quan h cht ch gia sn phm ngi dng

84_ Thit k sn phm sao cho p ng c yu cu (c th l tim n) ca ngi dng
trong thi gian di.
85_ Bo m rng cng tc sa cha v bo dng sn phm l nim vui hn l lm vic
ch v trch nhim.
86_ em li cho sn phm gi tr gia tng v thit k v cng nng s dng ngi
dng khng mun thay th n.

f.

Bao hm cc h thng dch v v bo tr ca a phng

87_ Thit k sn phm ph hp vi kh nng bo tr v dch v sau bn hng ca cc
cng ty a phng
88_ Cng pht trin cc trung tm sa cha v dch v mi ti cc khu vc bao gm cho
c sn phm mi v sn phm hin c.

8.7. Ti u ho giai on thi b sn phm

a.

Ti s dng sn phm
89_ To ra nhng thit k kinh in c th lm va lng v hp dn ngi dng li sn
phm (ngi tiu dng th hai- second hand) v mt thm m
90_ Bo m rng cu trc v thit k sn phm l hp l n khng nhanh chng b
li thi.

b.

Ti sn xut/ tn trang li
91_ Thit k sn phm sao cho vic tho lp kim tra, lau chi, sa cha v thay th
nhng ch hng c d dng.
92_ Sn phm phi c mt cu trc thit k d tho lp theo th t. Cc b phn c th
c tho ri ra v ti s dng theo phng php ph hp.

115

93_ S dng cc mi ghp c th tho ri nh kha, inh vt hoc cc ch ni bng cht

thay th cho cc mi hn hay keo dnh.
94_ S dng cc mi ghp ni tiu chun ha sn phm c th c tho ri vi mt
vi cng c ph bin v d, s dng mt loi v mt c vt.
95_ V tr cc mi ni c b tr hp l sao cho ngi dng c th tho d sn phm
m khng cn phi xoay hoc di chuyn n.
96_ Ch ra trn sn phm cch tho ri - v d, ch ra v tr v cch thc s dng tuc n
vt m mi ghp
97_ t cc phn nhanh b mn hng gn nhau chng c th c thay th cg lc
mt cch d dng.
98_ Ch ra trn sn phm nhng phn cn phi c lau chi hoc bo tr theo mt cch
ring v d, dng mu c trng ch ra ch cn bi du m.
c.

Ti ch nguyn liu
99_ u tin cho vic ti ch s cp trc ti ch cp 2 v cp 3
100_ Thit k thun li cho vic tho ri sn phm (t cc b phn n cc chi tit nh)
101_ Nn s dng nhng nguyn liu ti ch c th trng chp nhn.
102_ Nu cc cht c c tnh buc phi s dng trong sn phm, th chng nn c b
tr tp trung cc khu vc gn nhau c th d dng x l.

d.

An ton trong qu trnh thiu hy

103_ Cng nhiu cht c trong sn phm, th chi ph thiu hy (t) cng cao. Cc
thnh phn cht c phi c tp trung v tch d dng loi b v x l trc
khi thi ra ngoi.

e.

Tnh n cc h thng ti ch, thu gom (khng chnh thc) trong khu vc
104_ Tnh n kh nng ca cc hot ng ti ch t pht v c t chc hin c trong
cng ng trong vic tham gia thu hi v ti ch sn phm.
105_ Cng pht trin v/ hoc h tr nhng h thng ti ch v thu gom mi v hiu qu
trong khu vc.

116

CC K THUT SNG TO
Cc k thut sng to c th c s dng trong sut qu trnh Thit k li ThP (chng
5) v Tham chiu ThP (chng 6). S sng to din ra trong sut qu trnh pht trin
sn phm do cc k thut sng to tr nn v cng quan trng. Ban u, n c th
c s dng mc khi nim, ri sau p dng vo gii quyt cc vn k
thut. Nhng tr ngi trong sut qu trnh pht trin sn phm i hi c nhng cch tip
cn sng to khc nhau ch khng phi ch l mt cch tt nht no c. Chng ny
s trnh by mt vi k thut sng to cho mt s trng hp. Khng nn ch bm st
vo 1 k thut m phi tm hiu thm cc k thut khc cng nh cc kinh nghim trin
khai.

K thut sng to l g?
Sng to c th c nh ngha nh l tt c cc cch suy ngh dn n iu mi m v hu ch cho
ngi suy ngh. Mt k thut sng to c th gip sn sinh ra nhiu tng mi. Cc cng c sng
to c th:
-

Bt kp nhng tng mi
Ph v li mn suy ngh
Suy ngh ra ngoi hp kn - suy ngh xa hn nhng gii php hin ti
Da trn tt c cc kin
Pht trin cc tng cm hng v bt ng

hiu c cch thc hot ng ca cc k thut sng to v cch chng ng gp vo qu trnh

pht trin sn phm th cn thit phi p dng cc k thut ny vo thc tin.

K thut sng to nhm v c nhn

Nhn chung, s ng no theo nhm c th ny sinh ra nhiu tng hn, tuy nhin i khi lm vic
nhm c th lm cn tr nhng tng mi mang tnh t ph. Cc k thut nhm s dng kin
ca tt c mi ngi to cm hng chung, sau mi thnh vin trong nhm s tn dng cc
thng tin ny nh l yu t u vo cho nhng cm hng tip theo.
S ng no ca tng c nhn c th em n nhng kin c o nhng cng c th s l mt mi
e da nu nh kt qu b n nh trc hoc b gii hn theo cch suy ngh ca ngi a ra
tng . Trong suy ngh ca mi c nhn, mc d s kt hp t do ban u c th dn n nhng
kt qu xem nh bt hp l nhng sau chng s c trau chut v tr thnh nhng khi nim d
dng c chp nhn hn.
T cc tim nng v hn ch ca nhng phng php ny, c th thy rng cn phi vn dng tr tu
ca c c nhn v tp th vo cng mt d n.

Thnh vin
Cc thnh vin nhm d n vi cc chuyn ngnh khc nhau ng vai tr quan trng c s tho
lun sng to thnh cng v n c tnh a dng trong vic nh hng ln nhau v lm mi cc s hp
tc. Trong t duy nhm, nhng lung suy ngh t do c th c khuyn khch bi nhng thnh vin
c t tng m t cc lnh vc khc nhau. Nhng ngi ny thng khng ngi hi nhng cu hi
ng ngn. V d, nhm c th chn mt vi ngi vi trnh khc nhau: ngi bnh thng,
chuyn gia, v nhng ngi sng to nhng khng chuyn su v lnh vc .

117

t vn
Trong vic s dng cc k thut sng to, cng ci m cng tt v c gng trnh nhng li ph bnh,
ch trch vi nhng kin c a ra v iu c th lm mt i nhng tng tim nng. Quan
im tch cc l nn tng vng chc cho mt bui hp sng to thnh cng. Nhng quy tc di y
c th to iu kin thun li cho qu trnh sng to:
- Cc thnh vin nhm c th t do v ci m th hin bn thn m khng b kim sot. ng
thi mi hot ng trong nhm c din ra vi s tn trng ln nhau.
- Khng nn phn xt
- C th chp nhn cc kin thiu thc t.

Vai tr trng nhm

Bui ng no tp th c th din ra tt hn bng cch ch nh mt ngi lm trng nhm. y s
l ngi cm trch cho cuc hp. Ngi trng nhm khng c suy ngh ca mnh lm nh
hng n vic th hin suy ngh ca nhng ngi khc. Trng nhm cn phi theo di thi gian v
mi ngi c ni ln suy ngh ca mnh c cp c nhn v tp th. S l tt nht nu ngi
trng nhm c kin thc tng quan v ch ang c bn n.

Cc bc trnh t cho mt bui hp sng to

Tng t nh cc bc trong quy trnh pht trin sn phm, mi bc trong trnh t sng to c 2
giai on chnh: giai on phn k v giai on hi t (xem chng 3). Ni theo mt cch khc, mi
mt giai on bt u bng cch nh ngha vn . Giai on phn k ny bao gm s sng to
v m rng lnh vc tim nng, bao gm thu thp v a ra cc hin tng, trnh by vn v
kin. Tuy nhin nhng pht biu ny phi hon ton khch quan, khng c xen ln nhng nhn xt
ch quan ca c nhn. Cc gii php tng hp s c thu thp v phn loi. Tip theo l giai on
hi t, trong vic thu hp cc la chn da trn cc tiu chun tng ng v hu ch (xem hnh
64):
1. Xc nh vn
2. Giai on phn k
3. Tp hp/ phn loi
4. Giai on hi t
Trong ton b qu trnh sng to, mi bc c nhng yu cu ring v quan im ca tng thnh
vin tham d.

Xc nh vn
Vic xc nh vn cho mt bui tho lunsng to c tc ng ln n kt qu ca n. Nu vn
khng c xc nh mt cch chnh xc th kt qu thu c c th s khng lin quan n d n.
Nguyn tc ch o cho vic xc nh mt vn bao gm:
A_Pht biu mc tiu ca bui sng to trong mt cu
Trng tm (vn ) ca d n phi c pht biu mt cch c ng v r rng. iu ny s buc c
nhm phi tm ra c ct li ca vn . Nhn chung mt vn thng bao gm nhiu vn
ph lin quan. V vy, u tin nn gii quyt cc vn ph trc. Sau gp cc vn ph ny
li vi nhau s gii quyt c vn chnh.

118

B_Duy tr mt trng tm thc t v r rng

Nu vn c nh ngha qu tru tng th cc kt qu thu c s rt chung chung v dn n
nhng gii php cha ti u.
V d: Bng cch no chng ta c th c c mt quan im tch cc hn v t bo quang in
(PV)? l mt cu hi rng. N s c th hn nu tp trung vo tr em, v d: Bng cch no chng
ta c th ni cho tr em bit v quang in chng c th pht trin quan im tch cc hn v n.
Hoc c th c th hn: Tr em c th chi vi nhng vt g lm t t bo quang in? hoc Lm
th no khuyn khch tr em chi ngoi tri vi nhng thit b lm t cng ngh quang in?
C_Bt u vi nh th no hoc sng to
Cc i t ai, ci g, u, khi no v ti sao u yu cu vic thu thp ti liu. Nhm thc y
vic tm ra cc gii php, tt hn l bt u bng cu hi nh th no hoc sng to. Cu hi
nh th no tp trung vo phng php v nguyn tc. Sng to th i su v kt qu cui cng.

Giai on phn k
Trong giai on phn k ca qu trnh sng to, mt s ln nhng la chn c xc nh cc kh
nng.
bc ny, nguyn tc quan trng nht l cht lng l s lng, vi mc ch tm ra cng
nhiu gii php v cc tng mi cng tt. S kt hp t do ng vai tr quan trng trong sut giai
on ny. Ngoi ra, nguyn tc khng phn xt cc kin c a ra l cn thit. Khi phi i mt
vi nhng tng mi hoc nhng khi nim mi cc thnh vin tham d nht thit phi c tinh
thn xy dng.

Hnh 64: Quy trnh sng to

Giai on tp hp
Nu c thc hin tt, rt nhiu kin v gii php s c a ra v thu thp li trong giai on
phn k. S lng ln ca cc gii php s gy kh khn trong vic chn ra nhng gii php ti u.
tm gii php ti u, cn c thm mt bc dn dp c c mt ci nhn tng quan v tt
c cc gii php c nu ra (s lng kin i khi c th ln ti 200 ). y l mt bc chuyn

119

tip cn thit trc khi tin hnh nh gi v la chn. Trong giai on ny, cc kin c nhm
li vi nhau da trn nhng im tng ng. Cng giai on ny, mt s kin c th s c
lm r rng v lm chi tit hn.

Giai on hi t
Trong giai on hi t, tt c cc kin u c nhng im cha r rng (gi tr ca mt kin c
th khng rnh mch ngay t u), nhng vn cn phi a ra quyt nh v lm vic theo hng
mc tiu ra. Nhng la chn thay th khc s c nh gi v chn la sau.

Hnh 65_Quy trnh sng to

120

S dng cc loi k thut sng to no?

C nhiu khc bit gia cc k thut sng to ngn ng v hnh nh. Thng thng, s khc bit
l thi gian (cc k thut sng to bng hnh nh i hi nhiu thi gian hn bng ngn ng), s
lng (ngn ng) so vi chi tit (hnh nh). C hai loi k thut sng to ny u c nhng u im
v nhc im ring. ha c th bao trm c nhiu kin c o hn v ngi ta c th kh
m t kin ca mnh bng ngn t nhng c th m t nhng g mnh ang ngh bng cch v ra.
Ngn ng th nhanh hn nhng c th li b gii hn v kh nng lm ch ngn ng v ng ngha
ca cc t s dng. im mu cht l cc k thut sng to phi kch thch v gi ra cc suy ngh
vt khi nhng khun mu thng ngy v mang tnh m hn..

Cc v d v cc cng c sng to
1. ng no c in
Thut ng Brainstorming (ng no) tr thnh mt t c s dng thng xuyn trong ting Anh
nh mt thut ng chung cho suy ngh sng to. V c bn, ng no l a ra cc tng trong mt
tp th da trn cc nguyn tc ca s l lng. Giai on a ra cc kin khc vi giai on
nh gi kin. Cc nguyn tc c bn ca vic ng no l:
-

Trng nhm vit ra tt c cc tin trn mt trang giy ln hoc bng ln;

Cc thnh vin tham d s nu cc kin t pht ca mnh nh mt phn ng i vi nh

ngha vn ,

Cc thnh vin kt hp cc kin li vi nhau.

Cc thnh vin khng th hin s phn xt ca mnh i vi cc kin ca ngi khc

Cc thnh vin c gng lm vi tc nhanh

2. Brainwriting
Brainwriting l mt k thut tng t nh ng no. Thc t, c rt nhiu dng, nhng quy trnh
thng thng l tt c cc kin c ghi li bi c nhn a ra nhng kin y. Sau chng c
chuyn qua cho ngi k tip. Ngi ny s s dng nhng tng ny pht trin tip cho cc
sau ca mnh. Vi nhng ngi c tng nhng ngi khng mun ni ra cho c nhm bit,
Brainwriting s gip h din t ra ca mnh m khng b l danh tnh. Do , h khng phi cnh
tranh vi ngi khc. Ngoi ra, Brainwriting cng gip cc tng r rng c xem xt li mt
cch t m hn khi ng cho cc tng mi. N c th y nhanh tc ln v lc no mi
ngi cng c th ny sinh ra tng. V d:
BrainWriting Pool_Mi ngi s dng cc mu giy nh vit ra nhng tng ca mnh v t
chng gia bn. Mi ngi c t do a ra mt hoc nhiu hn cc tng mt cch ty hng.
Cc thnh vin trong nhm c th a ra cc tng mi, bin tu hoc da trn nhng tng c
sn.

121

Hnh 66_Bui t duy truyn thng nhn bit cc phng php mi cho cc
cng ngh nng lng thay th.
BrainWriting 6-3-5_Tn ny c t da trn quy trnh thc hin. Nhm thc hin gm c 6 ngi,
mi ngi vit 3 tng trong vng 5 pht ln mt t giy c chia bng 6-3-5 nh trong hnh 67.

Vn : Lm th no ...
tng 1

tng 2

tng 3

122

2
3
4
5
6
Hnh 67. Biu mu Brainwriting 6 3 5.

Hnh 69_Cc thnh vin trong bui BrianWriting tm ra cc gi php cho vic ng gi cht
thi trn ng ph
Tng thnh vin trong nhm s vit tn ca vn ln hng trn cng (mi t trong u t vn
c xc nh). Sau , vit 3 cu ngn gn (khong t 6-10 t) v y v tng ca mnh
vo 3 ct. Sau 5 pht chuyn t giy ny sang cho ngi bn cnh, nhng ngi ny li vit tip 3
tng ca mnh vo 3 ct xung hng k tip. Qu trnh ny din ra cho n khi ton b bng c
in y . Kt qu l s c 108 tng t 6 t giy kia.

123

3. Bn t duy
Bn t duy, hay cn gi l biu nhn, m t cc tng, ch thch, thng tin...vv c th di
dng biu cy.
Cch v mt bn t duy:
B tr mt t giy ln theo dng mt bc tranh phong cnh. Vit mt tiu ngn gn cho
tiu chung gia trang giy.
Mi nhnh chnh mi c to ra t ch trung tm chnh l cc tiu ph hoc tp cc
ti liu. Nhng nhnh ny s c gn nhn ring.
Mi tiu nh nh hn hoc tp con to thnh 1 nhnh cp di ph hp vi nhnh chnh.
Thc hin tip tc theo cch ny cho n khi cc nhnh con tr nn mn hn, tc l vn
c chia nh cho ti khi c th hn
C th thch hp khi t mt vo nhiu ch. Dng mu sc, kiu ch, kch thc khc nhau th
hin ng lin kt cho ti cc , hoc ch ra cc mi quan h gia cc trn cc nhnh khc
nhau. Vic s dng v thay cho vit c th mang n cho biu tnh sng ng hn.
Cc phn mm, nh Freemind (ti min ph trn http://freemind.sourceforge.net/) h tr cch v bn
t duy v gip chnh sa trn bn mt cch d dng hn.
4. Cc cu hi c bn
Cc cu hi c bn l su cu hi ph bin ng thi cng l bng kim tra tnh thuyt phc, tnh
cm hng v tr tng tng trong qu trnh sng to. K thut ny s dng cc cu hi c bn sau:
Who? (Ai?)
Why? (Ti sao?)
What? (Ci g?)
Where? ( u?)
When? (Khi no?)
How? (Nh th no?)

Ti sao?

Khi no?

Ci g?
u?

Vn

Th no?
Ai?

Cc cu hi c bn l mt k thut sng to phn k v c th c s dng trong nhng giai on

u khi gii quyt vn . K thut ny h tr trong vic thu thp thng tinh v nh ngha cc vn
chnh (v ph) mt cch chi tit. Bng kim tra c th c ch v l mt cch thoi mi (informal)
hoc h thng cc cu hi tm ra cc cu tr li.
Bn t duy, vi cc cu hi c bn l mt s khi ng cho cc im u tin khin cho qu trnh
c thc hin d dng hn.

124

5. Scamper
K thut Scamper l mt danh sch kim tra h tr vic lm thay i suy ngh c th to ra mt
sn phm mi. Nhng thay i ny c s dng nh l cc gi trc tip hoc l cc im khi
u cho cc suy ngh v sau. Scamper da trn by cch thay i sn phm kh thi sau:
S Substitute (Thay th) thnh phn, nguyn liu, con ngi
C Combine (Kt hp) lin kt cc cuc hp, dch v, hp nht
A Adapt (Thch nghi) thay i, thay chc nng, s dng thnh phn ca cc yu t khc
M Modify (Sa i) tng hoc gim t l, thay i hnh dng, thuc tnh
P Put to another use (S dng cho mc ch khc)
E Eliminate (Hn ch) xa cc yu t, n gin, gim thiu chc nng
R Reverse (o ngc) i trong ra ngoi hoc di ln trn
Bt u bi vic tch bit sn phm hoc i tng s l trng tm. Tip theo, p dng by cu hi
scamper v i tng hoc sn phm . Sau hi C th lm.......nh th no?, Cn nhng ci
khc...........?, Cn cch no khc na........? cho mi tng.
6. Php loi suy
Php loi suy c s dng tch nhng ngi tham gia khi vn gc v to s hng th trong
vic a ra cc gii php v phng php mi. Nhng suy lun ny c th c nhiu cch nh trong
bng 12.
Chi tit: xem Tassoul, 2005 v
http://www.mycoted.com/creativity/techniques/index.php
http://creatingminds.org/tools/tools_all.htm
Kiu loi suy

M t

Loi suy trc tip

Bt u t mt vi kha cnh ca vn , v d nh xem xt cc tnh

hung tng t hoc so snh

Loi suy c nhn

iu g s xy ra nu bn l mt phn ca vn ?

Loi suy t nhin

Tnh hung no trong t nhin gi nh cho ti v vn ny?

Loi suy tng tng

Bn c th t vn vo mt cu chuyn h cu khng? Hoc tnh

hung thn b v pht trin n t ?

Loi suy ngc

M t vn trong hai t i lp
Bng 12_ Cc kiu loi suy

125

Hnh 70_Cc loi suy to ra mt v bc c th gp gn c cho ngi i xe p

126

PHN IV
CC BIU MU DNG CHO HOT NG CA
NHM D N

127

CC BIU MU KM THEO CHNG 5

THIT K LI THP

128

BIU MU THIT
K LI ThP

Bc 1: Thnh lp i v lp k hoch d n

Biu mu R1

Bc 2: SWOT, ng lc v cc mc tiu ca cng ty

Biu mu R2

Bc 3: La chn sn phm

Biu mu R3

Bc 4: Cc tiu ch ThP cho la chn sn phm

Biu mu R4

Bc 5: nh gi tc ng ThP

Biu mu R5

Bc 6: Pht trin chin lc ThP v tm tt thit k

Biu mu R6

Bc 7: xut tng v la chn

Biu mu R7

Bc 8: Pht trin cc khi nim

Biu mu R8

Bc 9: nh gi ThP

Biu mu R9

Bc 10: Thc hin v theo di

BIU MU R1
129

THNH LP I ThP V LP K HOCH D N

Cc phng ban no v nhng nhn vin no s tham gia i Thit k li ThP? Vai tr c th ca cc thnh vin trong i l g?

PHNG BAN

NHN VIN

VAI TR C TH

1_
2_
3_
4_
5_
6_

130

 Liu c cn thm chuyn gia t bn ngoi hay nhng bn tham gia khc tham gia vo d n khng? Nu c, chuyn gia
hay bn tham gia thuc lnh vc no, v vai tr ca h l g?

LNH VC

H TN

VAI TR C TH TRONG I
HAY D N

1_
2_
3_

Liu c cn thm cc sinh vin t cc trng i hc (trong nc v quc t) tham gia d n?

TRNG

KHOA

VAI TR C TH TRONG I
HAY D N

1_
2_

131

 Tho lun khung thi gian d kin ca d n v s ln hp

nhm gia cc thnh vin d n ThP

Cc thnh vin d n ThP s lin lc vi nhau nh th no?

Lm th no cc thnh vin trong d n lin lc vi cc

bn c lin quan?

132

BIU MU R2
MA TRN SWOT, NG LC V MC TIU CA CNG TY
MA TRN SWOT CA CNG TY

Xc nh cc iu kin ni ti v bn ngoi ca cng ty v in vo ma trn SWOT

Ln lt s dng bn gc phn t ca ma trn SWOT phn tch v tr hin ti ca cng ty. Lit k tt c cc im mnh hin c. Sau , lit
k cc im yu hin ti. Tip n, lit k cc c hi c th c trong tng lai. Cc c hi c th l sc mnh tim nng trong tng lai. Cui
cng, lit k cc e do v thch thc.

IM MNH

IM YU

C HI

E DO V THCH THC

133

Cc im mnh cn c duy tr, xy dng v cng c;

Cc im yu cn c hn ch hoc ngn chn;
Cc c hi cn t u tin v ti u ho;
Cc e do v thch thc cn c lit k v gim thiu.

Cng ty c b phn pht trin sn phm khng ring hay

thng thu thit k bn ngoi cho cc sn phm ca mnh?

NNG LC PHT TRIN SN PHM

Hot ng ch yu ca cng ty l g? Pht trin v sn xut
ra sn phm ca mnh (cng ty sn phm) hay l s dng
nng lc sn xut ca mnh sn xut sn phm cho cc
cng ty khc?

Kt lun chung v nng lc pht trin sn phm ca cng ty

l g?

Trung bnh, c bao nhiu sn phm c thit k li v c

tng cng c bao nhiu sn phm mi c tung ra th
trng mi nm?

134

CC NG LC ThP NI TI V BN NGOI CNG TY

Xc nh cc ng lc ThP ni ti v bn ngoi c mi
lin h vi cng ty.

YU T TRI T
Th trng xanh: Qu trnh thit k v pht trin sn phm
lng ghp vi cc yu t mi trng c th lm tng gi tr v
uy tn ca sn phm.
Nhn thc mi trng: cc nh qun l nhn thc c cc
vn mi trng, v do vy mun thc hin.
YU T LI NHUN

NG LC NI TI CHO ThP
YU T CON NGI
Cng bng x hi: gim cc nguy c vi cc vn x hi
v lao ng.
Chnh sch x hi tt: tng ng lc cho nhn vin. Nhn
vin c c sc mnh v kinh nghim t cc d n v
chng trnh x hi thc hin bi cng ty
H thng qun l Trung ng v a phng v lnh vc
x hi: Gip cho cc bn c lien quan c th d dng nhn
thy thnh tch ca cng ty.

Tip cn khch hng mi: Cc thm d cho thy khch

hng sn sng mua cc sn phm lin quan ti kha cnh o
c ngh nghip v kinh doanh.
Tng cht lng sn phm: sn phm ng tin cy v nhiu
chc nng ng ngha vi sn phm bn vng.
Tit kim chi ph: gim chi ph nh s dng nguyn liu,
nng lng, xa l cht thi, vn chuyn v phn phi hp l.
Tng gi tr v uy tn sn phm.
Sng to sn phm: cc kh nng mi trong sng to sn
phm c th l gii php p ng nhu cu v mong mun ca
khch hng.
To ra s khc bit sn phm
Cc c hi mi cho cc gi tr sng to

135

NG LC BN NGOI CHO ThP

YU T CON NGI
D lun: Ngi tiu dng ngy cng quan tm n cc yu t
ng sau sn phm. iu ny thc y cng ty lng ghp cc
vn mi trng v x hi vo sn phm.
p lc t cc t chc phi chnh ph (NGO): T lu, cc
ngnh cng nghip xung t vi cc t chc phi chnh ph
trong cc hot ng v cc nh hng lin quan n mi
trng. V d: Cc hnh ng v trch nhim ca cng ty c
th gy ra cc chin dch ty chay gy nh hng nghim
trng n uy tn ca cng ty.
YU T TRI T

Cc quy nh php l v mi trng ngy cng tng cc

nc ang pht trin buc cc cng ty phi thc hin.
Yu cu cng b thng tin v mi trng cho cc nh cung
cp v khch hng c th thc y qu trinh ci tin trong
cng ty.
Nhn sinh thi l yu t b sung cho chin lc marketing
ca cng ty.

Yu cu ca hip hi ngi tiu dng v cc sn phm an

ton, t c hi v c kh nng ti ch l ng lc cho ThP.
Cc sn phm tht bi trong vic thc hin tt cc kha cnh
trn s khng l nhng la chn u tin trong cc cuc
thm d ngi tiu dng.
p lc t cc nhm hot ng mi trng tch cc: buc cc
ngnh cng nghip phi loi b cc hp cht nh CFCs ra
khi sn phm. Cc t chc ny s tip tc cng b cc sn
phm gy hi mi trng.
Sc p trc tip t cng ng thng hng ti nhng nguy
c v mi trng v an ton ca cng ty, v c tcd ng ln
n sn xut v sn phm.
YU T LI NHUN

Cc tiu ch v yu cu v cc kha cnh bn vng ca sn

phm ngy cng cht ch hn, buc cc cng ty phi ci tin
sn phm.
H thng tr cp mt s nc h tr lng ghp cc kha
cnh bn vng vo sn xut v sn phm. ng thi, ngng
tr cp nng lng v nguyn liu th, buc cng ty ci tin
hiu qu nguyn liu v nng lng.

136

 Gia tng cnh tranh gia cc nh cung cp xm nhp hoc

duy tr v tr trong chui cung, buc cc cng ty phi pht
trin bn vng.
Yu cu ca khch hng i vi cc sn phm tt hn, an
ton hn, thn thin vi mi trng hn, c trch nhim vi
x hi hn ngy cng tng i vi mt s loi sn phm nht
nh.
Th trng cnh tranh ngy cng gay gt c trong v ngoi
nc. Cc ngnh cng nghip c th xem xt n kh nng
ci thin tnh sng to, c th bao gm c vic xem xt li
cc kha cnh bn vng trong sn phm.

137

Xc nh u tin trong cc ng lc ni ti v bn ngoi. Biu th bi

ngi

, Li nhun

, hay Tri t

nu cc ng lc lin quan n cc yu t con

hay kt hp cc yu t ny.

CC NG LC NI TI

CC NG LC BN NGOI

1_
2_
3_
4_
5_
Tho lun liu c yu t con ngi, tri t v li nhun c c cn bng trong d n khng hay mt hoc hai yu t s c u tin?

Mc tiu p dng phng php ThP trong d n l g?

1_
2_
3_

138

BIU MU R3
LA CHN SN PHM
Da vo Bc 2, xc nh cc tiu ch la chn sn phm?
1_

La chn mt sn phm trong danh mc sn phm ca cng

ty khp vi cc tiu ch la chn sn phm thit k li?

La chn sn phm:

2_
3_
4_
5_

Sn phm tt th hai

6_

139

BIU MU R4
CC NG LC ThP LA CHN SN PHM
Xc nh cc ng lc ni ti v bn ngoi lin quan n la chn sn phm v xp th t u tin.
Biu th bi:
ny

nu cc yu t lin quan n con ngi

CC NG LC NI TI

, Li nhun

, hay Tri t

hay kt hp cc yu t

CC NG LC BN NGOI

1_
2_
3_
4_
5_

140

BIU MU R5

Phn trn chui gi tr

NH GI ThP
GIAI ON

1) Xc nh cc giai on trong s quy trnh sn

phm v ghi ra (ct bn tri). Ch ra a im thc
hin cc giai on (ct bn phi).

QUC GIA

Phn di chui gi tr

CNG TY

V TR

141

2) Xc nh hon cnh s dng v n v tnh nng ca sn phm.

n v tnh nng l s kt hp cc tnh nng ca sn phm vi hon cnh s dng sn phm.
TNH NNG
M t cc tnh nng chnh ca sn phm
m ngi s dng c th nhn bit c
M t nh tnh v nh lng

Tun
/nm

Ngy
/tun

Gi
/ngy

Trung bnh, sn phm

s c s dng

Cch
thc

HON CNH S DNG

a im s dng:

Cn chc chn n v tnh nng c xt n khi in nhng biu mu sau.

142

3) Xc nh cc tiu ch ThP c th c trong Ma trn Tc ng ThP:

1.
2.
3.
4.
5.
6.
7.
8.

S dng nguyn vt liu.

S dng nng lng.
Cht thi rn.
Pht thi cc cht c hi.
Trch nhim x hi.
.
.
.

Vit cc tiu ch ThP trn vo ct th nht trong Ma trn Tc ng ThP ct pha bn phi.

Vit cc giai on u tin trong s vng i sn phm xc nh c vo hng th nht.

in vo Ma trn Tc ng ThP v nh du cc ct hay hot ng c (cc) tc ng tng mnh.

143

Khai thc
nguyn liu
S dng nguyn vt liu
S dng nng lng
Cht thi rn
Pht thi
Tc ng x hi
..
..

144

BIU MU R6
TM TT CHIN LC V THIT K ThP
Da trn kt qu Ma trn Tc ng ThP, hai chin lc ThP hng u cho la chn ci tin l g? Ch ra chng trong ThP trc xoy
A.
Da trn kt qu la chn cc ng lc ca ThP, hai chin lc ThP hng u cho la chn ci tin l g? Ch ra chng trong ThP
trc xoy B
Cng ty v i d n s tp trung vo cc chin lc ThP no trong cc bc xut tng v pht trin khi nim? Ch ra chng
trong ThP trc xoy C

H thng
x l sau
thi b SP

Xem li thit
k sn phm

Bt
u
vng
i
Tc ng
trong qu
trnh s dng

Nguyn vt
liu t gy tc H thng
x l sau
ng
thi b SP

Xem li thit
k sn phm

H thng
phn phi

Tc ng
trong qu
trnh s dng

Xem li thit
k sn phm

Nguyn Bt
vt liu u
s dng vng
i

Nguyn Bt
vt liu u
s dng vng
i
Cng ngh
sn xut

Nguyn vt
liu t gy
tc ng

H thng
x l sau
thi b SP

H thng
phn phi

Cng ngh
sn xut

Tc ng
trong qu
trnh s dng

Nguyn
vt liu t
gy tc
ng
Nguyn
vt liu
s dng

H thng
phn phi

Cng ngh
sn xut

145

 M t ngn gn thit k ThP

146

BIU MU R7
XUT TNG V LA CHN
Trnh by cc bin php ci tin c pht hin trong qu trnh phn tch Ma trn Tc ng ThP v ng lc ThP.

BIN PHP CI TIN

1_
2_
3_
4_
5_
6_
7_
8_
9_
10_
11_
12_
13_
14-

147

 T chc mt bui xut tng (xem Chng 9) tho lun cc bin php ci tin ThPs dng chin lc la
chn ThP.

Kim tra cc nguyn tc ca ThP xem ThP c thc y cc bin php ci tin khc hay khng.
1_ La chn cc nguyn vt liu gy tc ng thp.
2_Gam s dng nguyn vt liu.
3_Ti u ho cng ngh sn xut
4_Ti u ho h thng phn phi.
5_Gim cc tc ng trong qu trnh s dng.
6_Ti u ho giai on u trong vng i sn phm.
7_Ti u ho giai on cui trong vng i sn phm.

148

 Cc tiu ch no s c s dng la chn cc bin php ci tin theo th t u tin?

Bin php

Tiu ch
ThP 1

Tiu ch
ThP 2

Tiu ch
ThP 3

Tiu ch
ThP 4

Tiu ch ThP
5

Tiu ch ThP
6

Li ch
mi
trng

Li ch x
hi

Li ch kinh
t

Kh thi v
mt k thut

C hi th
trng

K hoch hnh
ng ST hay
LT

Ghi ch

1_
2_
3_
4_
5_
6_
7_
8_
9_

Lit k cc la chn v xp hng chng da theo cc tiu ch v thi gian - ngn hn (ST short term) v di hn (LT
long term).

149

BIU MU R8
PHT TRIN KHI NIM V LA CHN
Xc nh cc tiu ch la chn phng n tt nht.

Lit k cc phng n v xp hng chng theo cc tiu ch

Phng
n

Tiu ch
ThP 1

Tiu ch
ThP 2

Tiu ch
ThP 3

Tiu ch
ThP 4

Tiu ch ThP
5

Tiu ch ThP
6

Li ch
mi
trng

Li ch x
hi

Li ch kinh
t

Kh thi v
mt k thut

C hi th
trng

Ghi ch

1_
2_
3_
150

BIU MU R9
NH GI ThP
So snh cc d liu ca thit k mi so vi sn phm c, s dng cc tiu ch trong Biu mu R7 v R8.
Phng n

Tiu ch
ThP 1

Tiu ch
ThP 2

Tiu ch
ThP 3

Tiu ch
ThP 4

Tiu ch
ThP 5

Tiu ch
ThP 6

Li ch mi
trng

Li ch
x hi

Li ch
kinh t

Kh thi v
mt k thut

C hi th
trng

Ghi ch

Thit k mi
Sn phm c

151

 nh gi cc li ch ca thit k mi trong mi quan h vi cc ng lc v mc tiu xc nh Biu mu B2.

XP U TIN CC NG LC NI TI V BN
NGOI LA CHN BIU MU B2
1_

LI CH CA THIT K MI DA TRN
CC NG LC NY

2_
3_
4_
5_

CC MC TIU CA D N C TRNH
BY BIU MU R2

KT QU THU C CA D N SO VI MC
TIU

1_
2_
3_

152

CC BIU MU KM THEO CHNG 4

NH GI NHU CU ThP

153

BIU MU N1
CP D N
Cc mc tiu ca d n l g?
Vit ra cc mc tiu ca d n theo th t u tin gim dn
1234567 Ai l nhng ngi th hng chnh ca d n (cc nhm i
tng)?
1- TTSXSVN v cc c quan, n v t vn khc

Mc hiu vn cn t c cho tng nhm i tng?

Bit ci g? Bit v sao? Bit nh th no?
Nu ra mc chuyn giao kin thc cn thit cho tng nhm
i tng
NHM I
TNG 1

NHM I
TNG 2

NHM I
TNG 3

NHM I
TNG 4

BIT LM
G?

BIT LM
G?

BIT LM
G?

BIT LM
G?

BIT V
SAO?

BIT V
SAO?

BIT V
SAO?

BIT V
SAO?

BIT LM
TH NO?

BIT LM
TH NO?

BIT LM
TH NO?

BIT LM
TH NO?

2- Cc c quan qun l Nh nc, cc hip hi v cc Tng Cng ty

3- Cc ngnh v lnh vc c la chn
4- Cc cng ty c chn lm th im trnh din k thut

BIT U
V KHI
NO?

BIT U BIT U BIT U

V KHI
V KHI
V KHI
NO?
NO?
NO?

154

BIU MU N2
CC S LIU THNG K V CC QUC GIA SO SNH
La chn 3 quc gia so snh: Thi Lan, C th s dng mu
excel cho sn
1- Trung Quc
2- Thi Lan
3- Malaysia

Thu thp cc s liu kinh t v x hi ca cc nc ny

1- TTSXSVN v cc c quan, n v t vn khc
2- Cc c quan qun l Nh nc, cc hip hi v cc Tng Cng ty
3- Cc ngnh v lnh vc c la chn
4- Cc cng ty c chn lm th im trnh din k thut

155

BIU MU N3
CP QUC GIA
S dng cc s liu thu thp c Biu mu N2 tr li cc cu hi
sau:
PHT TRIN KINH T V X HI
Thu nhp quc dn v thu nhp quc dn tnh theo sc mua
tng ng ca cc nc la chn l bao nhiu? (cc ch s
1,2,3 v th 1 trong file excel)

Cc nc ny nm trong nhm nc no, xt theo tiu ch v thu

nhp?

Xp hng HDI ca quc gia l bao nhiu?

V TH CNH TRANH
Xp hng CGI ca quc gia c la chn lm d n l bao
nhiu?

Ch s ny c c ci thin trong nhng nm gn y hay

khng?

Xem ng dn: http://www.worldbank.org/data/countryclass/

156

XUT NHP KHU

LNH VC NNG NGHIP, CNG NGHIP V DCH V

Quy m xut nhp khu c ln khng (% GDP)? N c c ci

thin trong nhng nm gn y hay khng?

Cc lnh vc no l ch o ca nn kinh t ca quc gia?

Nng nghip, cng nghip hay dch v?

Th trng xut khu ch yu l sn phm s ch hay sn phm

ch to?

Cc lnh vc no ang pht trin mnh?

Cc quc gia xut khu no (lng ging hay quc t) v cc vn

v tnh bn vng no cn phi xem xt ti?

Cc lnh vc no hp dn i vi d n ThP?

PHT TRIN CNG NGHIP CA QUC GIA LM D N

Cc cng ty xut khu c nn c la chn l mt nhm i

tng ca d n khng?

Nc c chn thc hin d n ang bc thang no?

Chm pht trin, ang pht trin, mi cng nghip ha, cng
nghip pht trin?

157

 Ngnh cng nghip ca nc lm d n c xu hng pht

trin ln thang bc cao hn trong hnh v khng?

Ch ra trong hnh di y mc pht trin ca hu ht cc

ngnh cng nghip ca quc gia lm d n?

D n c nh h tr cc loi cng ty no? Phn ln cc

cng ty mc pht trin trung bnh hay cc cng ty pht
trin mc cao nht? Hoc l cc cng ty tt hu xa
nht?

Vn

Cc c trng ca cng nghip quc gia ? S dng nhiu

nhn cng, nhiu vt t, nhiu vn hay nhiu tri thc?

Nghin c u v pht
trin sn phm

CC CNG TY LN V CC CNG TY VA V NH
Cc SME ng vai tr nh th no trong nn kinh t quc
dn ca quc gia la chn thc hin d n? Chng ng gp
ra sao cho nn kinh t v th trng vic lm?

Ch to in t cao cp
Ch to my mc cng nghip
Ch to c bn
Gia cng
Hng tiu dung n gin
Ch bie thc phm

Lao ng

Khu vc khng chnh thc ng vai tr nh th no trong nn

kinh t quc dn ca quc gia la chn thc hin d n? N
ng gp ra sao cho nn kinh t v th trng vic lm?

158

 Cc cng ty no (loi no) m d n hng ti?

Ch r trong hnh di y:

Cc ngnh cng nghip chnh

Doanh nghip siu
nh (<10 nhn vin)
Cc doanh nghip va v nh
(SMEs)

Doanh nghip
va v nh
trong khu vc
chnh thc

Khu vc
khng chnh
thc

Doanh nghip nh
(<50 nhn vin)

Doanh nghip c va
(<250 nhn vin)

234- Cc vn v X hi (Con ngi):

1234- Cc vn vTi chnh (Li nhun):
1234 Cc lnh vc cng nghip l quan trng ca nn kinh t quc
dn
123-

CC KHA CNH CA ThP CP QUC GIA

Cc vn pht trin bn vng c bn lin quan n sn xut v
tiu dng ca quc gia c d n la chn l g?
- Cc vn v Mi trng ( Tri t):
1159

BIU MU N4
LA CHN LNH VC THC HIN D N
Xc nh cc tiu ch cho la chn lnh vc cng nghip s thc
hin d n ThP
1-

M t chi tit lnh vc c la chn

2345-

La chn cc lnh vc da trn cc tiu ch a ra

160

BIU MU N5
PHN TCH CC NGNH
Vi mi ngnh, in ring ra tng biu mu.
Xc nh cc iu kin trong v ngoi ngnh v in vo Ma trn SWOT
Vi mi phn t ca Ma trn SWOT, ln lt phn tch iu kin hin ti ca ngnh.. Lit k cc im mnh hin c. Sau , lit k ton b
im yu hin ti. Tip n, lit k cc c hi c th c trong tng lai. Cc c hi c th l cc im mnh trong tng lai. Cui cng, lit k
cc e do v thch thc.

IM MNH

IM YU

C HI

E DO V THCH THC

161

Cn tip tc duy tr, cng c, thc y cc im mnh

Cn khc phc hay ngn chn cc im yu.
Cn dnh u tin v nh gi cc c hi.
Cn tnh ton hay hn ch cc e do v thch thc.
Vai tr ca cc doanh nghip va v nh v cc cng ty ln
trong ngnh l g?

LI TH CNH TRANH
CHI PH
R HN

Cc chin lc i mi chnh ca cc cng ty trong ngnh

l g?Lit k chng trong s sau:
SN PHM
HIN TI

TH TRNG
HIN TI

Chin lc xm
nhp th trng

SN PHM
MI

LI TH
CNH
TRANH

TH
TRNG
HNG
TI
CHNH

TH
TRNG
NGCH

Pht trin sn
phm mi

KHC BIT

Cnh tranh
bng gi

Cnh tranh
bng S khc
bit

Tp trung
vo gi

Tp trung
vo s khc
bit

Cc vn bn vng chnh lin quan n sn xut v

tiu th trong ngnh l g?

Cc vn mi trng (Tri t)

TH TRNG
MI

Pht trin th
trng mi

a dng ho

1_

2_

3_

162

Cc vn x hi (Con ngi)
1_

2_

3_

Cc vn ti chnh (Li nhun)

Biu th bi:

nu cc yu t lin quan n con ngi

CC NG LC NI TI U TIN

, Li nhun

, hay Tri t

hay kt hp cc yu t ny

CC NG LC BN NGOI U TIN

1_
2_
3_
4_
5_

163

BIU MU N6
LA CHN CC CNG TY
Xc nh cc tiu ch la chn cng ty

M t chi tit cc cng ty c la chn

12345-

La chn cc cc cng ty da trn cc tiu ch

1234-

164

BIU MU N7
TRNH CNG TY
Vi mi cng ty la chn, in mt biu mu ring.

Cc tiu ch no sau y ph hp vi cng ty nht?

KH NNG TIP THU

1) Cc cng ty siu nh, nh v va c trnh k thut thp

Vic cn lm: n nh sn xut v xy dng nng lc cnh tranh

Cng ty thuc loi no (1, 2, 3 hay 4)?

i mi+ Xy dng nhn thc v tim nng i mi.

2) Cc cng ty va v nh c trnh k thut trung bnh.
Vic cn lm: pht trin nng lc cnh tranh
i mi: nng cao cc k nng c bn, khuyn khch tip nhn v
ng dng cc tng mi
3) Cc cng ty c trnh k thut kh.
Vic cn lm: h tr pht trin th trng, quc t ho cng vic kinh
doanh.
i mi: Xy lc i mi ni ti.
4) Cc cng ty giu c c va chuyn v nghin cu v pht trin .
Vic cn lm: pht trin th trng quc t, xm nhp chui cung
ton cu
i mi: thc y s tham gia ca hot ng nghin cu v pht
trin vo mng li i mi quc t, vo cng cuc chuyn giao v
ph bin doanh nghip.
165

 Nng lc v kinh nghim trong pht trin sn phm ca cng

ty nh th no? Cng ty c phng pht trin sn phm khng?
Cn b no ph trch pht trin sn phm? Cng ty c thng
xuyn pht trin sn phm mi v a ra th trng khng?

Cng ty l cng ty sn phm hay cng ty sn xut, hay c

hai?

166

BIU MU N8
TNG HP KH NNG SNG TO, NGHIN CU V PHT TRIN SN PHM.
C cc vin nghin cu v pht trin sn phm hay cc trng
i hc c kin thc v kinh nghim v sng to sn phm
khng? Nu c, liu h c th tham gia vo d n khng? Bng
cch no?

C cc vin nghin cu v pht trin sn phm hay cc trng

i hc c kin thc v kinh nghim v pht trin bn vng
khng? Nu c, liu h c th tham gia vo d n khng? Bng
cch no?

1-

1-

2-

2-

3-

3-

167

BIU MU N9
K HOCH HNH NG ThP

Xy dng bn t duy v k hoch hnh ng ca d

n ThP d kin

Ngnh cng nghip

Con ngi

Hnh nh
v d n

Li
nhun

Ci g?
Ti sao?

Ngn sch?
D N
ThP

Chnh ph

Ai?

Kt qu d kin
Khung thi gian

Tri t

?
Nhng hot ng g?

168

CC BIU MU KM THEO CHNG 6

THAM CHIU ThP

169

BIU MU
THAM CHIU
ThP

Phin bn
gim lc
BC 1
Thit lp cc mc tiu

Cc mc tiu ca Tham chiu ThP l g?

BC 2
La chn sn phm

La chn sn phm no t i th cnh tranh lm

tham chiu ThP?

BC 3
n v chc nng

Cc n v tnh nng v gii hn h thng ca tham

chiu ThP l g?

BC 4
Cc phn trng tm

Cc phn no l trng tm ca Tham chiu ThP?

BC 5
Cc thng s o c

Lm sao chuyn cc phn trng tm thnh cc

thng s o c?

BC 6
Tho ri sn phm

Lm th no thc hin qu trnh tho ri?

BC 7
Cc kt qu

Lm th no x l v so snh cc kt qu ca
Tham chiu ThP?

BC 8
Cc gii php ci tin

Lm th no kim tra li kt qu v a ra cc gii

php ci tin?

BC 9
Cc gii php u tin

Lm th no nh gi v la chn cc gii php ci

tin?

BC 10
Thc hin

Lm th no thc hin cc gii php ci tin?

Phin bn
m rng
Biu
mu 1
Biu
mu 2

Tt c
trong 1
biu
mu

Biu
mu 3
Biu
mu 4
Biu
mu 5
Biu
mu 6
Biu
mu 7
Biu
mu 8
Biu
mu 9
Biu
mu 10

170

BIU MU TT C TRONG MT
PHIN BN GIM LC THAM CHIU ThP
S dng biu mu ny nu tham chiu phin bn A hoc B (xem Chng 6.4 v Biu mu B1) c la chn hoc tm hiu phng
php Tham chiu ThP c lm nh th no. N bao gm cc thng tin c lin quan nht t cc biu mu ring bit c tng hp li
trong mt biu mu

CC SN PHM
THAM CHIU

TRNG TM
1.

TRNG TM
2.

TRNG TM
3..

TRNG TM
4

CC GII PHP
THNG MINH

CC GII PHP
NGU NGC

1_
2_
3_
4_
.

171

GII PHP
CI TIN

CC LI CH
MI TRNG

CC LI CH
KHCH HNG

LI CH
CNG TY

KH THI V
K THUT

KH THI V TI
CHNH

KH THI V
QUN L

1_
2_
3_
4_
5_
.

CC LA CHN NGN HN U TIN NHT

CC LA CHN DI HN U TIN NHT

1_
2_
3_

172

BIU MU B1
CC MC TIU CA THAM CHIU

Ghi r sn phm
ca cng ty c
s dng lm tham
chiu

Nhn hng v loi

M t tnh nng
M t th trng chnh (th
phn/phn on th trng
M t i th cnh tranh

Cc mc tiu chnh khi thc hin phng php

tham chiu ny l g?

A_ hc hi t i th cnh tranh ni chung (trn ton th gii)

B_ bit lm th no sn phm vt tri hn so vi cc i th cnh tranh
trong nc
C_ thc y cc ci tin mi trng
D_ bit mi lin h gia sn phm vi cc th ch (c th) sp ban hnh
E_ bit sn phm liu c c ci thin theo thi gian
F_Cc l do quan trng khc (c th):
173

 Nu l A_ biu mu tip theo, cn m bo c t 2 3 sn phm t cc i th cnh tranh trn ton cu, tt nht l cc nhn hiu
loi A t cc cng ty a quc gia
Nu l B_ biu mu tip theo, cn m bo c t 2 3 sn phm t cc i th cnh tranh trong nc, tt nht l t cc sn phm
chim th phn nhiu nht trn th trng. Cc sn phm ny quan trng nht i vi cng ty.
Nu l C_ biu mu tip theo, cn m bo c t 2 3 sn phm t cc i th cnh tranh sn xut cc sn phm c ting v thn
thin vi mi trng, c c hnh nh tt v bo v mi trng, v hot ng th trng c cc yu cu v mi trng
Nu l D_ biu mu tip theo, cn m bo la chn cc sn phm t cc nhn hiu cng s b nh hng bi cc php ch tng t.
Nu l E_ biu mu tip theo, cn m bo la chn cc sn phm cng nhn hiu trc y ca cng ty. V cc sn phm ca cc
i th cnh tranh chnh ca cng ty c th c dng tham chiu tc ci tin

Xc nh loi Tham chiu ThP ph hp cho cng ty phin bn gim lc hay m rng hoc phin bn sn phm thc t
hoc thu thp thng tin. Ch ra phng php la chn bng di y

Phin bn gim lc (tt c trong mt

biu mu)
Phin bn m rng (10 biu mu)

DA TRN THNG TIN V SN

PHM CA I TH CNH TRANH

DA TRB SN PHM THC T

CA I TH CNH TRANH

Tho lun v la chn

1_
2_
3_
4_

174

BIU MU B3
NH NGHA V N V TNH NNG
Xc nh n v tnh nng (kt hp tnh nng ca sn phm vi hon cnh s dng sn phm)
TNH NNG
M t cc tnh nng chnh ca sn phm
m ngi s dng c th nhn bit c
M t nh tnh v nh lng

Tun
/nm

Ngy
/tun

Gi
/ngy

Trung bnh, sn phm

s c s dng

Cch
thc

HON CNH S DNG

a im s dng:

Cn chc chn n v tnh nng c xt n khi in nhng biu mu sau.

175

BIU MU B4
XC NH CC PHN TRNG TM CHO THAM CHIU
Xc nh cc phn trng tm cho qu trnh tham chiu
Cc phn trng tm c lin quan ph thuc vo sn phm tham chiu v cc mc tiu ca tham chiu. Mi lin quan th hin qua cc
c tnh quan trng ca sn phm
1) T quan im ca gii khoa hc, v d gy ra cc tc ng mi trng tng i ln;
2) T quan im ca chnh ph, v d cc th ch (sp ban hnh);
3) T quan im ca ngi tiu dng;
4) Cc l do khc (c th bao gm cc kha cnh khc ngoi tnh bn vng).
S dng biu mu ny xc nh cc thng s tham chiu p dng trong d n
PHN TRNG TM

QUAN IM
Khoa hc

Chnh ph

Khch hng

NG LC
Khc

1_
2_
3_
4_
5_

176

BIU MU B5
XC NH CC THNG S THAM CHIU
M t cc thng s c th o c c trong cc phn trng tm
Trong nhiu trng hp, cn hn mt thng s m t mt phn trng tm
PHN TRNG TM

TIU

MC TIU

THNG S

177

BIU MU B6 A
QU TRNH THO RI SN PHM
Thc hin qu trnh tho ri sn phm:
y l mt tng hay tm hiu v sn phm trng tm
cng nh cc sn phm ca i th cnh tranh nhm c c
cc tng ci thin mi trng. S dng biu mu ny xy
dng cu trc cho qu trnh tho ri

CC YU CU C BN
(Cc) sn phm c tho ri (tt nht l cc sn phm ca
cng ty v mt vi sn phm ca i th cnh tranh)
1 ci cn ( chnh xc 0.1 g)
1 ng h tnh gi
Cc dng c ( cy, xoy, ct)
Nam chm
Giy, bt
Camera (k thut s) ghi hnh

CC BC TRC KHI TIN HNH

Xy dng k hoch
Lit k cc tiu ch nh gi trong qu trnh tho ri sn phm
o trng lng ton b sn phm trc khi tho ri
m bo ngt in trc khi tho ri, v
ng qun phn tch bao b

CC DNG C CN THIT KHC

Multometer ( o nng lng tiu th)

178

Sn phm c
tho ri

Trng lng sn
phm bao gi (sn
phm + bao b)

Th tch sn phm
bao gi (sn phm
+ bao b)

Cc mc tiu ca qu trnh tho ri sn phm

nh gi cc tiu ch cho qu trnh tho ri

Tng thi gian tho ri
S lng cc dng c thng thng v chuyn dng cn tho ri sn phm
Thnh phn v s lng cc loi vt liu khc nhau
S lng cc kt ni (khc loi)

179

BAO B
CC VT LIU CHNH (GIY, BT XP, EPS

TRNG
LNG

T S TH TCH
(KHI LNG BAO GI/KHI LNG SN PHM)

1_
2_
3_

gam
gam
gam

4_

gam
gam

Tng khi lng

gam

T S KHI LNG
(KHI LNG BAO GI/KHI LNG SN PHM)

NNG LNG
Cn lu n n v tnh nng v hon cnh s dng xc nh Biu mu B3
CH
(v.d: khng hot ng, chy ht cng sut)

TIU TH NNG
LNG

GI/NGY (theo n v tnh

nng/hon cnh s dng

Ch 1
Ch 2
Ch 3

W
W
W

Ch 4

Tng nng lng tiu th/ngy

Tng nng lng tiu th/nm

CHI PH 1KWH =
Wh
Wh
Wh
Wh
KWh/ngy
KWh/nm

Tng chi ph nng lng/ngy

Chi ph/ngy

Tng chi ph nng lng/nm

Chi ph/nm
180

SN PHM

CC PHN CHNH
( tho ri)

CC PHN CN
THO TRC

VT LIU
CHNH

LOI MI
GHP CN
TCH RI

THI
LNG

GIY

1_

2_
3_
4_
5_

..

Tng s giy

181

BIU MU B6 B
LIT K S B CC BIN PHP CI TIN
Trong giai on tho ri cng nh cc bc khc ca qu trnh tham chiu, cc gii php thng minh t cc i th cnh tranh v cc gii
php ngc nghch trong sn phm ca cng ty s c tm thy. S rt c ch nu ghi li nhng quan st ny!
CC VN NHN THY R RNG

Cc gii php thng minh (v d mc ci thng minh, kt hp cc

tnh nng, thit k thng minh, chn vt liu tt)

Cc gii php ngc nghch (kt hp cc vt liu khng

tng thch, cc phn khng cn thit,, thit k ri, khng
nhn nha)

182

BIU MU B7
BO CO D LIU CA THAM CHIU
Tm tt cc pht hin tham chiu theo bng di y
PHN TRNG BIN THAM
KCH
SN PHM
TM
CHIU
THC
A

SN PHM
B

SN PHM
C

SN PHM SN PHM
D
E

Phn trng tm 1
Tiu :
Phn trng tm 2
Tiu :
Phn trng tm 3
Tiu :
Phn trng tm 4
Tiu :

Phn trng tm ...

Tiu :
S dng bt mu hay bt nh du sn phm p ng tt nht mt phn trng tm c th hoc p ng tt c cc phn trng tm. V d
ci tt nht nh du mu xanh v ci km nht nh du mu .
183

BIU MU B8
XC NH CC BIN PHP CI TIN
Xem xt li tt c cc kt qu tham chiu v xc nh cc bin
php ci tin
Mc tiu ca vic thc hin Tham chiu ThP l xc nh cc bin
php ci tin xanh. C nhiu cch xc nh cc bin php ny.
Bn cnh cc bin php c cp n trong cun sch ny, mi
ngi cng c th ngh n:

4) Tm kim nhng kh nng khc cha c xt n nh:

a) Ph tng v lp rp t nhng nh cung cp khc
b) Thay i hnh dng sn phm nhm s dng t nguyn liu
hn (dy dn, kt hp cc tnh nng, dng chung cc kt ni)

o S dng Biu mu B6 (cc vn c xc nh r)

xc nh cc gii php thng minh t i th cnh tranh, t
ci tin sn phm ca cng ty.
o S dng biu mu tng t xc nh cc gii php
ngc nghch cn c ci tin so vi cc sn phm ca i th cnh
tranh. Cc i th cho thy cc gii php ca h kh thi, v vy n
cng c th kh thi vi sn phm ca cng ty.
o Xc nh quan im v ci tin k thut, nhng bin pha
ci tin ny c th lm tng sn lng. C th ngh n:

Thay i nng lng

S dng cc vt liu nha t gy tc ng mi

trng
184

CC BIN PHP CI TIN

1_
2_
3_
4_
5_
6_
7_
8_
9_
10_

185

BIU MU B9
NH GI V XP HNG CC BIN PHP CI TIN
La chn cc bin php ci tin tt nht thng qua nh gi v
cc li ch tim nng v tnh kh thi.
Mi la chn c nh gi da trn mt s tiu ch c lit k
di y. Cc tiu ch c chia thnh
(i)

Li ch

(ii)

Tnh kh thi

LI CH
Cn ch rng:
(i) Trn l thuyt, hu ht cc li ch c th nh gi nh tnh,
nhng nhn chung nhiu kha cnh c xt n khi nh gi mt
tiu ch n l, bao gm nhng vn khng th lit k ch vi mt
i lng.
(ii) Cc li ch c th v hnh hay hu hnh
Cc li ch mi trng ni chung (trn quan im x hi): Nu
c th, s rt tt nu phn loi cc loi tc ng mi trng khc
nhau (v d, cc kha cnh v ti nguyn, pht thi, c tnh, pht
thi CO2, chi ph cho vic lm sch) khi cc bin php ci tin
tc ng hn mt giai on trong vng i sn phm.

Li ch trn quan im khch hng c th bao gm:

Tit kim tin do tiu th nng lng t hn

n gin hn

Tin dng hn

Gi thnh thp hn, hay

Thn thin hn
Li ch trn quan im cng ty bao gm:
Gim chi ph lp rp
Gim chi ph nguyn vt liu
Gim chi ph vn chuyn
Nng cao hnh nh cng ty
Cc li ch v mt th ch (trong tng lai)
Th trng tim nng mi, hay
Li nhun bin cao hn cho sn phm
TIN KH THI
Bn cnh cc li ch, tnh kh thi ca cc bin php ci tin cng quan
trng khi la chn c bin php thc hin. Trn thc t c th c nhiu
nguyn nhn khin tnh kh thi tr thnh vn . Nhn chung, c th
phn thnh:

186

(i)

Kh thi v mt k thut:
a) Cng ngh khng sn c
b) Cng ty khng c trnh
c) Khng ng tin cy
d) Qu trnh th nghim din ra qu lu
e) Cc tiu chun ca cng ty lc hu nhng cng ty
khng mun thay i
(ii)
Kh thi v ti chnh:
a) Cn u t ln (thay i dy chuyn sn xut, cc c s
mi, cc my mc qu t, ngn sch c hn)
b) Cc hp ng hin c cn tr vic s dng cc nguyn
liu/thnh phn mi hay
c) Cc vn v vn chuyn/phn phi
(iii) Tnh kh thi v mt qun l:
a) Cc gii php khng ph hp vi qa trnh pht trin sn
phm ca cng ty
b) Phng Kinh doanh v Marketing khng mun hp tc
c) Vn ho cng ty l tr ngi ln, hoc
d) Cc gii php nhn chung qu mo him
MA TRN NH GI
Biu mu tip theo c th c s dng c ci nhn tng quan v li
ch v tnh kh thi. Mt s vn cn c xem xt:
Nn nh rng vic in cc biu mu khng cn chnh xc tuyt
i m ch cn c tnh tng i

Nn nh rng cc mc tiu chnh la chn cc bin php ci

tin cn phi c kh nng tt nht thc hin v em li nhiu
li ch. Vic ny c th xc nh thng qua tnh im
Nn nh rng nh gi cc bin php ci tin theo cc tiu ch
tch bit. V d, khng nh gi cc li ch ca cng ty trng lp
vi tnh kh thi v mt ti chnh ca gii php .

187

BIN PHP
CI TIN

LI CH MI
TRNG

LI CH
KHCH HNG

LI CH
CNG TY

KH THI V
MT K THUT

KH THI V
TI CHNH

KH THI V
QUN L

1_
2_
3_
4_
5_
.

XP HNG CC BIN PHP CI TIN

Bc tip theo l la chn cc bin php ci tin c kh nng tt nht thc hin v em li nhiu li ch. Khi lm xong bc ny, v c bn,
cng ty c th bt u thc hin theo danh sch t trn xung di khi vn cn ngun lc. la chn cc bin php ci tin ha hn nht,
cn phn bit cc la chn ngn hn v di hn.
Cc la chn ngn hn: ch c th thc hin thnh cng khi cc vn thc t c xem xt y . Do vy, cc bin php ci
tin kh thi trong thi gian ngn, cc tiu ch li ch cng ty cng c ba tiu ch kh thi cn c xc nh . Tron trng hp ny,
xem xt li ch khc hng v li ch mi trng ch mang tnh tng i.
Cc la chn di hn: la chn cc gii php c tnh kh thi di hn, cc li ch mi trng v li ch khch hng cn c xt n
k hn.

188

TI LIU THAM KHO

Cung cp thng tin v nhng ngun ti liu tham
kho thm cng nh cc ti liu c s dng
hoc tham kho mi chng. Cc thng tin
cung cp bao gm cc a ch internet, cc n
phm. Cc ngun thng tin ny cha y .

UNEP DTIE
CHNG TRNH MI TRNG LIN HP QUC
BAN CNG NGH CNG NGHIP V KINH T
UNEP c kinh nghim lm vic vi cc cng ty nhm xc nh v pht trin cc phng
n tt nht trong s - pht trin cc sn phm v dch v bn vng hn. Cc v d
bao gm h thng cc phng n dch v sn phm tt nht, Trnh t Hiu qu Doanh
nghip (Efficient Entrepreneur Calendar) (a ra tng bc tip cn n gin cng ty
c th bit c cc hot ng ca mnh nh hng n mi trng nh th no); h
thng cc gii thng, h tr cng b sng kin nh Tho thun Ton cu (Global
Compact) and Bo co Sng kin Ton cu (Global Reporting Initiative), v pht trin
cc din n i thoi cc cng ty trao i kinh nghim. UNEP cng lm vic vi
nhng ngnh c th, nh vn ti, truyn thng, qung co, bn l v xy dng to ra
s thay i d dng xuyn sut h thng thng mi. UNEP cng ng vai tr tch cc
trong vic pht trin tng vng i sn phm v cc i mi chin lc thng qua
chng trnh Sng kin Vng i Sn phm (Life Cyle Initiative). Cc hot ng ca
chng trnh nhm pht trin v ph bin cc cng c hu hiu cho vic nh gi cc c
hi, ri ro v s kt hp cn bng gia sn phm v dch v trong sut vng i sn
phm nhm t c pht trin bn vng. Gn y, UNEP h tr Anh Quc pht ng
chng trnh "Lc lng c nhim Quc t v cc Sn phm Bn vng". y l kt qu
ca K hoch Hnh ng ca Hi ngh Thng nh Th gii v Pht trin Bn vng.

Website:
www.unep.fr
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