Chin lc ton cu (Global Standardization Strategy): Vi chin

lc ny, cng ty u tin chun ha sn phm, tp trung vo vic

to li th cnh tranh v chi ph, ch yu nh vic t li th cnh
tranh theo quy m. Do , cc sn phm ca cc MNC theo chin lc
ton cu thng khng c s khc bit gia cc a phng. Chin lc
ny thng c cc cng ty cng ngh cao ng dng.** V d, cc
sn phm ca Apple (iPhone, iPad,) chnh hng khp th gii c
cht lng nh nhau, khng c nhiu s thay i dnh ring cho cc
a phng (cng c ngha l gi tr em n cho khch hng khng
c ti u). Chin lc ton cu thng dng i ph vi ngnh c
p lc chi ph cao v p lc a phng ha thp.

Chin lc a phng ha (Localization Strategy): Vi chin lc

ny, cng ty thng thay i chnh mnh khi bc vo mt th trng
no , nhm ti u kh nng em li gi tr cho khch hng (u tin
a dng ha cho ph hp vi a phng), ng ngha vi vic chi ph
tng cao. Cc sn phm ca cc MNC s dng chin lc a phng
ha thng c s khc bit ln gia cc a phng. y l chin lc
thng c cc cng ty hng tiu dng s dng i ph vi nhu
cu tiu dng cc k khc nhau gia cc nc.*** V d, ngi tiu
dng Vit Nam s khng thy Mtn Dew cc siu th Vit, cng nh
ngi tiu dng M chng bit Sting Du l g, d c hai sn phm u
l ca Pepsi. Chin lc a phng ha thng dng i ph vi
ngnh c p lc chi ph thp v p lc a phng ha cao.
Chin lc quc t (International Strategy): Cng ty khng gp p
lc gim chi ph hay p lc thay i ph hp a phng no, nn
khng c ng lc chun ha hay a phng ha mnh. Cc cng ty ny
thng l cc cng ty c sc mnh c quyn (nh Xerox thi mi pht
minh ra my photocopy hin i, hay Microsoft vi Internet Explorer thi
cha c Firefox). Tuy nhin, y l mt chin lc khng bn vng, khi
khng sm th mun, s xut hin cc i th mnh ph v th c
quyn (nh khi Firefox ra i, tranh ginh vi IE), buc cng ty phi la
 chn, hoc chin lc ton cu, hoc chin lc a phng ha tn
ti.
Chin lc xuyn quc gia (Transnational Strategy): Cng ty gp c
p lc gim ch ph v thay i ph hp vi a phng rt ln, khin cho
h va phi gim chi ph, va phi thay i ph hp vi a phng.
y l trng hp thng gp hu ht cc ngnh. Tuy nhin, theo nh
gi ca ngi vit, y l mt chin lc phi thc t, tr khi cng ty qu
vt tri so vi i th (nh trng hp ca IKEA hay Caterpillar), v nu
gp mt i th c sc mnh tng ng, cng ty buc phi chn la,
hoc chi ph, hoc s ph hp vi a phng.**** Cc cng ty tham lam,
c gng m ht c hai li th sm mun cng s tht bi (Ford v ABB
c gng thc hin chin lc ny nhng tht bi theo Charles W. L. Hill,
sch dn).
Mc a phng ha y c nh ngha l mc thay i tiu
chun chung ca cng ty ph hp vi nhu cu ca khch hng ti a
phng m cng ty nhm n.

** Cc cng ty dch v du lch nh hng khch sn cng p dng

chin lc ny, nhm to nim tin cho khch hng (nu bn n mt
khch sn Hilton nc M, th bn cng bit chc nhng dch v mnh
c hng Hilton chu u cng tng ng nh vy), ng thi cng
d dng pht tn m hnh hot ng ca mnh. Khch hng ch yu
ca nhng cng ty ny thng khng phi l ngi a phng.

*** Chin lc ny cng c s dng khi m mi th trng li c mt

tiu chun k thut khc nhau, v d nh ngnh nng sn, in gia dng
hay k ton. Cc cng ty truyn thng cng u tin a phng ha, nh
BBC chng hn (vi nhiu ngn ng v thng tin khc nhau ty vo tng
quc gia).

**** Gi s cng ty A s dng chin lc xuyn quc gia. Khi xut hin
cng ty B vi sc mnh tng ng c chi ph thp (nh chin lc ton
cu ha) v cng ty C vi sc mnh tng ng c s ph hp a
 phng cc mnh (nh chin lc a phng ha), th cng ty A s b
kp gia hai gng km: tht bi di tay B cc th trng quan tm
nhiu n gi, v tht bi di tay C cc th trng c nhu cu khc
bit. Cui cng, khi sc cng lc kit, tn ti, A cng phi la chn,
hoc ton cu ha, hoc a phng ha m thi.

Mt khi doanh nghip ca bn c mt sn phm kh tt v ph hp vi mt

hoc nhiu nhng th trng ngoi nc, th vic tm hiu cch thc gia nhp th
trng l chuyn bt buc. phn ny, chng ta s tm hiu r hn v cc
phng thc gia nhp th trng quc t m mt doanh nghip c th p dng.

Nhm gip cc bn d hiu, tc gi xin c quy nh nh sau:

A: doanh nghip ni a.

B: doanh nghip th trng nc ngoi.

gia nhp th trng ngoi quc, doanh nghip c nhng phng php ch
yu sau: xut khu, cp php (licensing), nhng quyn (franchising), cha
kha trao tay (turnkey project), lin doanh v u t trc tip. C th:

Xut khu

Xut khu l phng php n gin nht cho A. A ch vic sn xut hng ha v
chuyn giao cho B, B s thc hin vic bn hng th trng nc ngoi. Khi
, sn phm ca A s c th trng ngoi tiu th.

i vi phng php ny, A khng can d nhiu vo vic bun bn hng ha

ca mnh th trng ngoi, v thm ch B c th bn sn phm ca A di
nhn hiu ca B. Do vy, xut khu thng c cc doanh nghip bn sn
phm i tr, khng chu nhiu nh hng ca thng hiu nh thy sn, giy
da, may mc, s dng.
Mt khi hng trao tay, nhim v ca A chm dt. A khng cn u t nhiu
cho vic a sn phm ra nc ngoi. Tuy nhin, r rng l vic qun l hng
ha bn th trng ngoi l kh kh khn.

Cp php (Licensing)

Cp php l mt phng php xut khu cng ngh ca A. i vi cc doanh

nghip A c sn phm ch yu l cng ngh sn xut mi (hoc i khi l
nguyn liu him chng hn), th thay v xut khu thnh phm, A cp php
cho B s dng cng ngh ca mnh t sn xut sn phm. A s thu v ph
cp php.

i vi phng php ny, A kim sot ngun lc quan trng trong qu trnh sn
xut ca B, v thng qua , sn phm c th c tiu th th trng nc
ngoi. Do im mu cht ca cp php chnh l ngun lc him (a phn l
cng ngh), nn cc doanh nghip cng ngh cao, nm trong tay nhiu b quyt
thng hay p dng cch ny. C th k n nh Xerox (cp php cng ngh
photo cho lin doanh Fuji-Xerox Nht vi l ph l 5% doanh thu thun ca
Fuji-Xerox), hay Colgate Palmolive thm nhp Vit Nam thng qua license cho
Cng ty TNHH Colgate Palmolive Vit Nam chng hn.

phng php cp php, A cn t ngun lc u t hn (so vi vic t m rng

ri xut khu). Tuy nhin, khng loi tr kh nng b quyt c cp php b n
cp, sau i th dng chnh cng ngh b n cp tn cng li A trong th
trng ni a, kiu nh C T M Dung dng chnh tuyt chiu ca k th
nh li k th vy. Hin tng ny cn c gi l Hiu ng Boomerang.

Nhng quyn (Franchising)

Nhng quyn l mt trng hp c bit ca cp php, trong ngun lc

c cp php chnh l thng hiu ca A.
Thng thng, nhng quyn thng c cc doanh nghip c thng hiu
mnh s dng bnh trng, nht l cc doanh nghip dch v. McDonald,
Hilton, s dng cch ny cc k thnh cng. Nhng quyn c s dng
thay th cho xut khu c bit l v cc sn phm dch v khng th c lu
tr ri vn chuyn ra nc ngoi c.

Khi nhng quyn, A thng cn u t t hn bnh trng thng hiu, so

vi vic t m cc chi nhnh (v chi ph m chi nhnh nhng quyn thng
c ngi mua quyn chi tr). Tuy nhin, r rng l vic kim sot cc chi
nhnh nhng quyn l kh kh khn, v mt khi cht lng khng ng u,
thng hiu c th b rt hng. (Cho dinh dng Cy Th gp trng hp
ny, d y khng phi l mt v d v kinh doanh quc t.)

Cha kha trao tay (Turnkey Project)

C nhng doanh nghip cng c sn phm l cng ngh, b quyt. Tuy nhin, v
nhiu l do (c th l do h khng mun l b quyt, c th l do cng ngh qu
phc tp), h khng th dng phng php cp php, m phi s dng cha
kha trao tay. phng php ny, A phi huy ng ngun lc xy dng c
s h tng v o to nhn lc s dng cng ngh cho B. Vic cn lm ca B
ch l s dng. iu ny tng t nh A lp mt chic xe hon chnh, v trao
cho B chic cha kha, cm vo l chy. A s thu li bng tin thu c khi vn
hnh c s h tng, hoc bng khon tin B chi tr cho A.

Phng php ny thng c cc doanh nghip s dng khi xy dng c s h

tng cho chnh ph nc s ti. Cha kha trao tay gip A d dng ng ph vi
cc bin chuyn do chnh tr, v cng bt phi gp rc ri hn so vi u t trc
tip (nhiu chnh ph hay lm kh d doanh nghip nc ngoi u t vo).

Cc v d v cha kha trao tay thng c lin quan n chnh ph, v d nh d

n cp ngm H Tin Ph Quc ca EVN SPC chng hn.

Lin doanh
 cc phng php pha trn, A khng tham gia u t trc tip ngun lc ca
mnh vo vic pht trin th trng nc ngoi, m li thng qua hp tc v s
dng ngun lc ch yu ca B. Vi phng php lin doanh, A tham gia su hn
vo vic qun l sn phm th trng nc ngoi bng cch thnh lp mt
cng ty lin doanh ca A v B, v cng tham gia qun l cng ty ny.

Vic xy dng lin doanh thng c p dng va tn dng kinh nghim,

cng ngh sn xut ca A, va tn dng c kinh nghim bn hng v quan
h th trng ngoi quc ca B. Mt s v d ng nh l lin doanh Suntory-
Pepsico Vit Nam, hay lin doanh Beeline-Gtel Mobile chng hn. Tuy nhin,
mt khi c mu thun trong qun l hay khng tn dng c cc li th ca
tng bn, th cc lin doanh s tr thnh thm ha (v d nh s tht bi ca
lin doanh Walmart-Cifera Mexico nhng nm 90, trong Walmart p t
m hnh M vo lin doanh m khng s dng u th kinh nghim ca
Cifera).

Do khi ng xy dng lin doanh, A u t mt phn ngun lc ln vo th

trng nc ngoi, nn ri ro l khng trnh khi. Tuy nhin, chnh v th, A
cng c th kim sot c mt phn sn phm ca mnh.

Lin doanh l hnh thc thnh hnh nht ca lin minh chin lc ca cc MNC.
Mt khi hnh thnh lin minh chin lc, cc MNC khng ch thnh lp cc
lin doanh, m cn k kt cc hip nh nghin cu th trng, pht trin sn
phm chung, trao i cng ngh, h tr nhau pht trin.

u t trc tip

Trong trng hp A thy c nhng tim nng ca th trng mi, ng thi

c tim lc t mnh lm mi vic, th A s u t trc tip xy dng cng
ty con 100% vn (WOS) hoc chi nhnh (Division)** nc ngoi.

lm c vic ny, A c 2 cch:

 1. T mnh xy dng (Greenfield Investment): A t b vn v thnh
lp mt cng ty hon ton mi. Theo cch ny, cng ty con m A xy
dng s gp mt s ri ro do khng c kinh nghim th trng.
2. Mua li (Acquisition): Thay v t xy mi, A c th mua li hon ton
B v coi B nh cng ty con ca mnh. Cch ny gip A c th tn dng
kinh nghim ca B ti th trng nc ngoi. Unilever mua P/S,
Unicharm mua Diana Vit Nam hay CareerBuilder mua VON (ch site
HRVietnam v Kiemviec) l nhng v d in hnh.

u t trc tip l mt quyt nh cho thy A sn sng u t ngun lc ca

mnh v chu mi ri ro trong vic pht trin th trng nc ngoi.

Tng phng php thm nhp th trng c nhng u nhc im ring**. Do

, ty vo c im ca sn phm, mi trng cng nh ngun lc ca tng
cng ty m c nhng s la chn phng php ph hp cho bn thn doanh
nghip ca mnh.

Nh vy, tt c nhng vn ct li v qun tr kinh doanh quc t m mi

ngi qun tr doanh nghip cn bit c trnh by. Tc gi rt mong nhn
c nhng ng gp, chnh sa hay cu hi t qu bn c gn xa quan
tm n lot bi Qun tr kinh doanh quc t Nhng vn cn bn

* WOS l cng ty con, cn Division l chi nhnh. WOS c php nhn c lp

(nh l mt cng ty c lp), cn chi nhnh vn l mt b phn trc thuc cng
ty, khng phi l php nhn c lp.

cung cp cho bn c ci nhn r hn v u v nhc im ca tng phng

thc thm nhp th trng.

Phng thc thm nhp u im Nhc im

Xut khu (1) D t c li th chi Chi ph vn chuyn cao

ph nh quy m; v (2) c
 th thm nhp nhiu th
trng
Cp php Chi ph v ri ro thp (1) Khng kim sot c
cng ngh; (2) khng t
c li th chi ph nh quy
m; (3) kh phi hp phc
v cho chin lc tng th
Nhng quyn Chi ph v ri ro thp (1) Khng kim sot c
cht lng; (2) kh phi
hp phc v cho chin lc
tng th
Cha kha trao tay C th thm nhp c vo (1) T to i th; (2) kh
cc th trng m vn FDI tn ti trong th trng lu
khng c ng h di
Lin doanh (1) Chia s kinh nghim t (1) Khng kim sot c
i tc a phng; (2) chia cng ngh; (2) khng t
s bt chi ph v ri ro; (3) c li th chi ph nh quy
d c ng h v mt m; (3) kh phi hp phc
chnh tr v cho chin lc tng th
u t trc tip (1) Kim sot c cng Chi ph v ri ro cao
ngh; (2) c th phi hp
phc v cho chin lc
tng th; (3) d t c
li th chi ph nh quy m

1. Chin lc quc t

Khi nim

Chin lc quc t l cng ty thc hin mt chin lc kinh doanh trn

tt c cc th trng trong v ngoi nc ca mnh, bng cch chuyn dch
cc k nng v sn phm c gi tr cho th trng nc ngoi, ni m cc i
th cnh tranh bn x thiu cc k nng hoc sn phm ny.

Cc sn phm ca cng ty c nghin cu v pht trin t cng ty m

ri mi c sn xut cc xng, b phn ngoi nc.
 Cch thc tip th sn phm cc th trng ngoi nc cng ging vi
cch tip th sn phm th trng trong nc. V ch p ng mt phn t
s khc bit ha a phng trong vic cung cp sn phm hay chin lc
marketing.

Cc hot ng sn xut v tip th ca cc cng ty con c kim sot

cht ch bi cng ty m.

u im

Cng ty chuyn giao cc li th ca mnh ra th trng nc ngoi.

Ngha l, cng ty thnh lp cc nh xng sn xut, hnh thc qung co,
thng ip sn phm cc th trng ngoi nc ging nh cc m hnh sn
xut, marketing trong nc. Tn dng cc kinh nghim sn xut trc v
u th v sn phm, k nng cnh tranh trn th trng.

Nhc im

Do s dng cng m hnh nn sn phm ca cng ty cc th trng

ging nhau, cch thc tip th cng nh nhau v vy sn phm ca cng ty
p ng c nhng yu cu chung nht ca ngi tiu dng trn tt c th
trng ch cha th p ng c nhng yu cu ring bit ca tng khu
vc. Hay thc hin chin lc ny cng ty thiu p ng yu cu a phng.

Hn na, thay v a cc sn phm c sn xut trong nc ra th

trng nc ngoi. Cng ty li thnh lp cc nh xng sn xut cc sn
phm ngoi nc nn khng th tn dng c hiu ng kinh nghim
v tit kim chi ph.

Nu cng ty thc hin chin lc quc t nhng th trng c p lc yu

cu a phng cao th cng ty s d dng nh mt li th cnh tranh ca
mnh. Do c cc i th cnh tranh sn xut sn phm tp trung vo nhng
yu cu khc bit tng a phng v thc hin cc chin lc marketing,
phn phi, chiu th,.. theo nhng yu cu ring bit .

iu kin p dng
 T khi nim v nhng u nhc im ca chin lc quc t chng ta c
th khi qut nhng iu kin cn thit cng ty thc hin chin lc ny
bao gm:

Mt l, cng ty c tim lc ti chnh vng mnh c th xy dng li

ton b h thng sn xut v h thng phn phi cc th trng ngoi
nc. ng thi cng to iu kin cng ty tn ti v i ph vi cc i
th cnh tranh khi h c nhng hnh ng lm nh hng ti cng ty nh:
gim gi, khuyn mi,...

Hai l, cng ty c kh nng to ra s khc bit v k nng, sn phm m

cc i th ni a kh p ng. Do cng ty cung cp cc sn phm ging
nhau trn tt c th trng ca mnh nn sn phm ca cng ty phi c
nhng u th hn hn so vi cc i th trong nc th mi c th cnh
tranh c.

Ba l, cng ty hot ng trong lnh vc c sc p gim gi thp. Chin

lc quc t i hi ngun kinh ph kh cao, chi ph sn xut sn phm gn
nh c c nh bi chi ph u t cho cc trang thit b sn xut lc ban
u nn rt kh gim gi thnh. V vy nu th trng yu cu gim gi
mnh th cng ty khng th p ng v d dng b o thi khi th trng.

Bn l, sc p yu cu p ng a phng thp. Sn phm v cc hot

ng chiu th cc th trng l nh nhau do vy cc sn phm ch p ng
nhng nhu cu tng ng ca cc khch hng khc nhau nhng ni khc
nhau. Chin lc khng p ng c ht cc yu cu ca tng a phng.

Tm li, chin lc quc t ch thch hp vi nhng cng ty c kh nng

to ra s khc bit vi i th v k nng hay sn phm. ng thi cng ty
phi hot ng trong lnh vc c sc p gim chi ph v yu cu p ng
nhu cu a phng thp.

V d:Thnh cng ca Mcdonald's vi chin lc quc t

2.Chin lc ton cu

Khi nim

Chin lc kinh t ton cu l s m rng th trng ra ngoi bin gii

quc gia bng cch tiu chun ha cc sn phm v dch v. Mc ch l
m rng th trng, sn xut c nhiu hng ha, c nhiu khch hng
v kim c li nhun cao hn. Bn cnh , vic thc hin chin lc ton
cu gip cng ty khai thc v pht trin li th cnh tranh ca mnh.

u im

Khm ph tc ng ca ng cong kinh nghim

Khai thc kinh t vng

Nhc im

Thiu p ng nhu cu a phng

iu kin p dng

Mt l, thc hin chin lc ton cu trc ht cn phi cn c vo

nhng yu t ni b ca doanh nghip nh: tim lc v ti chnh, ngun
nhn lc c chuyn mn cao, trnh qun l chuyn nghip, c kinh
nghim kinh doanh quc t nh am hiu v vn ha, php lut v chnh tr
ca quc gia s kinh doanh.

Hai l, da vo c tnh ca sn phm. Vi chin lc ton cu, cc

sn phm ca cng ty ti mi th trng l nh nhau, ngha l vi cng mt
loi sn phm s c cng ty a n ton b cc th trng trong v ngoi
nc m s thay i v hnh dng, mu m, cht lng,... l khng ng k
thm ch l khng c. Ni ng hn l nhu cu v mt loi sn phm ca cc
khch hng mi th trng khng c s khc bit nhiu. Tm li, chin
lc ton cu s kh thi khi p lc v i hi p ng a phng thp.

Ba l, Sc p gim chi ph cao. Khi hot ng sn xut kinh doanh

tn kh nhiu chi ph th hot ng theo chin lc ton cu s gip tit
kim chi ph rt nhiu. Sn phm c kinh doanh cc th trng l nh
nhau, do , doanh nghip san s khi lng sn phm gia ccth trng d
dng. Sn phm c sn xut th trng ny vn c bn th trng
khc mt cch thun li. Cc doanh nghip khng cn phi t nh my sn
xut tt c cc th trng.

Hn th na, vi li th v chi ph thp chin lc ny s gip cc cng ty

d dng tn cng vo th trng quc t, nht l khi trn th gii quan tm
n vn tit kim chi ph.
 Ngoi ra, chin lc ton cu ha s gp nhiu thun li hn khi
lnh vc kinh doanh ca cng ty nm trong chnh sch khuyn khch kinh
doanh ca cc quc gia m cng ty nhm n. Sn phm c a n cc
nc ny l sn phm vn c ca doanh nghip, chng khng nhng khng
gp nhiu ro cn thng mi m cn nhn c s u i ca chnh ph cc
nc ny. ng thi, cng khng chu nhiu s chng i ca cc t chc v
ngi dn ca quc gia .

Ni chung, thc hin chin lc ton cu doanh nghip cn quan st,

nghin cu k v tnh hnh ca chnh doanh nghip, sn phm kinh doanh,
tnh hnh th gii cng nh tnh hnh kinh doanh, iu kin kinh doanh
nc ngoi.

V d: VNPT Global vi chin lc ton cu

3. Chin lc a th trng ni a

Khi nim

L chin lc hng n vic ti a ha p ng nhu cu a phng.

c im ca cng ty thc hin chin lc a th trng ni a l h ty
bin sn phm v chin lc marketing ph hp vi yu cu a phng.
Xy ra ng thi vi xu hng ton cu ha, chin lc a th trng ni a
c mt xu hng tri ngc li khuyn khch cc cng ty thch ng cc hot
ng tri rng khp trn th gii vi nhng c im v iu kin c th.

u im

u im ch yu ca chin lc a ni a l p ng c yu cu a
phng. Chin lc ny cho php cc cng ty nghin cu k s thch ca
ngi tiu dng th trng cc quc gia khc nhau, p ng nhanh chng v
c hiu qu cc s thch mi ca ngi tiu dng. Kt qu m cc cng ty
mong i khi a ra nhng sn phm mi l ngi tiu dng s nhn bit
c gi tr cao hn so vi sn phm ca i th cnh tranh, cho php cng ty
theo chin lc a ni a c nh gi cao hn v ginh c th phn ln
hn. Chin lc a ni a hp l khi c sc p cao v phn ng a phng v
sc p thp v gim chi ph.

Nhc im
 Tuy nhin, nhc im ca chin lc a ni a l khng cho php cc
cng ty khai thc li ch kinh t ca qui m trong vic pht trin, sn xut
hay marketing sn phm. Nh vy, thng thng mt chin lc a ni a
lm tng chi ph cho cc cng ty quc t v buc cc cng ty ny phi nh
gi bn cao hn thu hi nhng chi ph . Do , chin lc a ni a
thng khng thch hp vi cc ngnh m cng c cnh tranh bng gi c.
quyt nh thc hin chin lc ny, nh hng ch yu ca cc cng ty l
p ng cc iu kin mi trng ca tng quc gia th trng, v vy cng ty
kh c th xy dng tt v r rng cc kh nng v cc nng lc tim tng
xuyn sut nhm to li th cnh tranh vt tri so vi cc i th cnh
tranh quc t hay ton cu v cc cng ty a phng ca cc cng ty ch
nh.

iu kin p dng

- S khc bit v vn ha v x hi i hi phi c nhng thay i trong

chin thut. Cc chnh quyn ca cc nc trn th gii cng thng i hi
rng cc hnh ng ca cc cng ty l phi ph hp vi li ch ca nc s
ti.

- Khi cng nghip ha pht trin, cc nh cnh tranh ni a tranh ginh

trong vic phc v tng phn khc th trng nh, iu ny p cng ty phi
thch ng vi n. Vi mt nh cung ng a phng c kh nng to ra sn
phm n chic ph hp vi nhu cu c th, khch hng s khng cn b p
buc phi chp nhn cc sn phm c thit k cho quc gia khc. Vic
phn phi v bn hng l hai yu t cn c thch nghi vi mi nc. Mc
d tn nhn v vic qung co c th ging nhau cc nc nhng s phn
phi v t chc bn hng khng th tiu chun ha c v vic tit kim do
quy m th chng bao nhiu m cho thch hp th c nhiu vn .

- Kh khn trong vic tiu chun ha bi v nhng khc bit gia cc

quc gia v bi v tim nng c do tit kim quy m l rt t. Ngay vic dng
mt ci tn chung cng c nhiu bt tin v s lin kt v ngn ng mi ni
mi khc. V d xe ti ca Ford hin l Fiera li c ngha l b gi xu x
nhng nc ni ting Ty Ban Nha. Mt nhn hiu mang tnh a phng c
th kch thch s t ho, c th kt ni vi nhng truyn thng hay c im
ca a phng. Cn mt tn nhn mang tnh ton cu c th c ngha xu
 mt s a phng hoc c th lin kt vo chnh tr ca mt nc v do
cng thng trm theo nhng bin c quc t.

V d: Chin lc a th trng ni a ca Coca-cola v Matshushita

-Khi thm nhp vo th trng Nht Bn, Coca cola m rng h

thng giao hng tn nh, iu m cc th trng khc khng c, v n tr
thnh mt li th rt ln dn n vai tr thng tr ca Coca cola th
trng nc ngt Nht Bn.

- Mt chuyn vin tip th ca Matsushita v l viba nhn xt nh sau:

dn Anh thch mt trn ca ming tht phi gin cho nn phi thm mt
chi tit lm cho nhit tht cao trong l ca h. Dn c mun khoai ty
phi tht chn cn dn Anh ch thch nhai nghe gin, do phi thit k cc
nt kim sot khc nhau.

4. Chin lc xuyn quc gia

Khi nim

L vic khm ph kinh t chi ph da trn kinh nghim v kinh t vng,

lm tt c tp trung vo p ng yu cu a phng, tn dng c cc
li th t a phng nh: ngun vn, lao ng, cc chnh sch h tr

u im

- C kh nng khai thc kinh t a phng

- C kh nng khai thc ng cong kinh nghim

- Thay i sn phm v marketing p ng yu cu a phng

- Thu li ch t hc tp ton cu

Nhc im

kh khn trong vic thc hin v vn t chc

iu kin p dng v v d

Chin lc xuyn quc gia tp trung cc n lc chuyn giao cc k nng

v cung cp theo nhiu chiu gia cc cng ty con trn ton cu.
 Chin lc xuyn quc gia c ngha l khi mt cng ty i mt vi p
lc gim chi ph cao v p lc p ng yu cu a phng cao. Mt cng ty
p dng chin lc xuyn quc gia phi c gng t mc tiu chi ph thp v
li th khc bit. Nh chng ta thy, chin lc ny khng d: p lc cho p
ng yu cu a phng v gim chi ph l nhng mu thun trong cng ty.
p ng yu cu a phng s nng ph, ng thi yu cu gim ph s kh
t c. Lm th no cng ty c th p dng chin lc xuyn quc
gia ?

Vi tng c c t trng hp ca Caterpillar Inc. Cui thp nin

70 nhu cu cnh tranh vi cc i th c chi ph thp nh l Komatsu v
Hitachi ca Nht buc Caterpillar tm n kinh t chi ph ln hn. Cng lc,
s khc nhau v thc tin xy dng v qui nh ca chnh ph cho php
Caterpillar c th duy tr s p ng vi nhu cu a phng.