Bai Nghien Cuu Toys R Us-Hc

QUN TR CHIN LC
GVHD: TS. Nguyn Thanh Lim MC LC
A. TNG QUAN...................................................................................................1 I. GII THIU CHUNG.....................................................................................1 B. MI TRNG BN NGOI.......................................................................12
A. TNG QUAN
I. GII THIU CHUNG 1. Lch s hnh thnh v pht trin Nm 1948 , h thng cc ca hng chi Toys "R" Us c khi u t quyt nh ca chng thanh nin 22 tui Charles Lazarus. on c nhu cu v dng tr em sp ny sinh trong thi k bng n dn s, Charles Lazarus bt u bn cc vt dng tr em ti ca hng sa xe p ca b ng ta Washington, DC. Mt hng chi nhanh chng c a vo bn v ca hng sa xe p c i thnh Childrens Supermaket. Nm 1952, Lazazrus bt u m hot ng siu th chi gim gi di ci tn Toys R Us vi i l ti Rockville, Maryland
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QUN TR CHIN LC
GVHD: TS. Nguyn Thanh Lim
Nm 1957, Toys R Us tr thnh tn gi chnh thc ca ca hng vi ch R vit ngc c o. Mc d ci tn vit ngc ny gy ra s phn ng ca cc ph huynh v gio vin bi li v cu trc nhng Lazarus bit n s to s ch n tng.Vi nhn vt biu tng l hu cao c Geoffrey c gii thiu vo thng 2 nm 1960 cng cu ht d nh I Don't Want to Grow Up, I'm a Toys"R"Us Kid, Toys "R" Us dn tr thnh mt trong nhng biu tng c yu mn v quen thuc trong mt khch hng. Nm 1966, Lazarus c c 4 ca hng vi doanh thu 12 triu USD hng nm. m rng kinh doanh, Lazarus bn cc ca hng ny cho Interstate Sales, mt t chc bn l ln, v phn mnh, ng tip tc iu hnh vic kinh doanh ca Toys R Us v ngy cng thnh cng. Nm 1974, Intersale tuyn b ph sn, lc ny chui ca hng Toys "R" Us pht trin ln n 51 i l. Nm 1978, tip qun 63 ca hng bn l m Intersale li sau khi ph sn, Lazarus i tn cng ty thnh tp on Toys "R" Us. Nm 1983, cng ty m ca hng Kid R Us u tin chuyn bn cc dng tr em, doanh s vt hn 1 t la Nm 1984, Toys R Us bt u m rng hot ng sang Canada, Anh v Singapore. Sau Toys R Us mua li Baby Superstore v nhp vi Babies R Us, dy chuyn cc sn phm dnh cho tr 1 tui. Nm 1996, Babies RUs ra i, l chui ca hng sn phm chuyn bit v nh bn l cc sn phm cho tr em hng u quc gia. Vi ca hng u tin Westbury, New York, chui ca hng pht trin ln 250 a im trn tan nc M v l ngi ng u khng th tranh ci trn th trng sn phm thiu nhi. Cc ca hng cung cp cho cc bc cha m tr cng nh cc v ph huynh tng lai mi th h cn cho nhng a tr ca h, bao gm mt b su TOYS R US.INC Trang -2-
QUN TR CHIN LC
tp cc sn phm dnh cho tr th, c cung cp t nhng nh sn xut hng u vi gi c m cc b m u yu thch. Thin nin k mi bt u l mt ct mc quan trng i vi Babies R Us khi t c du n doanh thu 1 t USD , c xem l dy chuyn bn l sn phm dnh cho tr s sinh ln nht th gii. H thng Babys Registry thu ht nhng ng b b m tham gia nht so vi cc h thng tng t khc trn khp nc M. Nm 1997, cng ty mua li tp on Baby Superstore vi gi 376 triu la v c sa i theo thit k ca Babies R Us. Nm 1998, cng ty bt u bn hng qua mng v c nhiu thay i trong c cu t chc. Trang web www.toysrus.com ra i nh du s tham gia ca Toys R Us vo th trng bn l trc tuyn. Toy RUs quc t trc tip hat ng, cp php v nhng quyn hn 670 ca hng Toy RUs v khang 35 ca hng Babies R Us ti 35 quc gia ngoi Hoa K bao gm c, Canada, Php, B o Nha v Anh. Nm 2000, Toys "R" Us thit lp quan h chin lc vi Amazon.com tr thnh hai cng ty bn chi v video game trn mng ln nht Nm 2006 , Kids World dng hot ng, c st nhp vo Toys "R" Us v Babies R Us nh mt ca hng nh hot ng c lp Nm 2009, Toys "R" Us mua li hai nhn hiu KB Toys v FAO Schwart l hai chui ca hng bn l chi ln cng mt s website bn l thng mi Hin ti, Toys R Us l nh bn l hng u th gii vi nhng mt hng nh chi tr em, c gia nh, qun o tr em v th thao. Hn 60 nm hot ng Toys R Us tr thnh im n a thch cho tr em vi s sp xp v trang tr n tng cc chi, tr chi trong ca hng. Cng vi i ng nhn vin giu kin thc, am hiu v lnh vc chi lun sn sng tr gip khch hng, Toys R Us l mt ni uy tn trong vic tm kim nhng i chi hon ho. TOYS R US.INC Trang -3-
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Vi gn 600 ca hng M, Toys R Us cung cp nhng b su tp chi tuyt vi v c a chung v khng th tm thy ni khc cng nhiu gi tr to ln trong mt ca hng. Cng ty c tr s chnh M cng hot ng chu u, chu , chu i Dng v c chu Phi . Hin ti cng ty c 585 ca hng M v 716 ca hng 34 nc khc thng hnh thc nhng quyn hoc cp php. Ca hng chnh c t qung trng thnh ph New York l ca hng chi ln nht th gii vi im ni bt l bnh xe Ferris sc s. 2. Lnh vc hot ng v cc sn phm Hn 60 nm qua, Toys R Us tr thnh mt a ch a thch cho tr em cng nh ngi ln vi b su tp n tng v chi, game, th thao, in t, phn mm, cc sn phm cho tr s sinh, qun o tr em v ni tht cho thanh thiu nin. L nh bn l chi ton cu, Toys R Us vn lun tip tc theo di cc s liu mua sm chi trn khp th gii c th dn u trong vic nh dng v nh hng cc xu hng chi. Toys R Us cung cp 1 s la chn tuyt vi bao gm cc lai chi mi, cc chi truyn thng, cc sn phm c bit ca Toys R Us v nhiu gi tr tuyt vi khc trong cng 1 ca hiu. H thng ca hng ca Toys R Us bao gm nhng nhnh bn hng chnh sau: Toys R Us l chuyn gia gip bn tm kim mn chi hon ho nht. Khi cc nh ngha truyn thng v chi thay i, Toys R Us tr thnh cng ty hng u trong vic cung cp cc la chn v sn phm sng to cho 1 th h tr con am hiu v k thut hin i ngy nay. T cc sn phm my chp hnh k thut s n cc ph kin ipod, hay cc lai nhc c... Toys R Us l a im cho cc sn phm in t mi v hp thi cho tr em. TOYS R US.INC Trang -4-
QUN TR CHIN LC Toys R Us international
Vi hn 680 ca hngToys"R"Us v 20 ca hng Babies"R"Us 33 quc gia nc ngoi, Toys"R"Us, International l n v hot ng kinh doanh nc ngoi thnh cng, em li cc sn phm cht lng, gi tr v s la chn a dng trong cng mt ca hng. chc mng s m rng ca cng ty ra th trng quc t, tng thng M lc l George H. Bush n Nht Bn khai trng ca hng Toys "R" Us u tin Nht Bn. Ngy nay, Toys "R" Us c hn 20 nm hot ng trn th trng ton cu v c bit n l mt nh bn l chi quyn lc nht. Vo nm 2006 cng ty nh du 15 nm hot ng cc k thnh cng Nht Bn v cng ty cng c hn 160 ca hng nc ny. Babies R Us l nh bn l v chui ca hng chuyn bit v sn phm tr s sinh hng u ti Hoa K cng nh l ngi ng u trong lnh vc cng ngh cho thiu nin. K t khi m ca hng u tin cng ty tri nghim s pht trin nhanh chng trn tan quc. Babies R Us chuyn bit ha bng mt b su tp a dng cc sn phm cho tr s sinh v tr nh bao gm cc lai ni v hng ni tht, gh cho tr em ngi trn xe hi, xe y, sa bt, t lt, cc ph kin phng ng, qun o cho tr s sinh n tr 48 thng tui, chi v nhiu loi qu tng c o. L mt chuyn gia v tr em, Babies"R"Us cng cung cp cc dng sn phm c quyn t Wendy, Bellissimo, Koala Baby v Especially for Baby. Cc website bn hng qua mng Toysrus.com Hot ng t nm 1998, Toysrus.com l website hng u trong vic bn hng cc sn phm t chi, video, game, hng ha cho tr em v cc ng b b m. Website ny cng cung cp danh sch chi ln nht th gii cho ngi ln . TOYS R US.INC Trang -5-
QUN TR CHIN LC
Babiesrus.com bn cc b sn phm tr em v cung cp h thng ng k qua hng ngay trong ca hng Babies R Us khch hng c th d dng la chn sn phm mi lc mi ni v gi qu cho cc ng b b m. eToys.com v ePregnancy.com l cc website thng mi thnh lp t 12/2/2009 t s ph sn ca cng ty The Parent c thit k h tr vic giao hng v tip cn khch hng tim nng ePrenancy.com l webssite v d liu khch hng thnh lp 12/2/2009 t s ph sn ca cng ty The Parent. Bn cnh cng ty cn c nhng ca hng chuyn bit hot ng trong cng ca hng ln ni trn, nhng ca hng ny hot ng ty theo quc gia v thnh ph Bikes R Us ca hng bn xe p thuc bn trong ca hng chnh Toys R Us (ch hot ng Anh) Geoffrey's Toys "R" Us/Geoffrey Ca hng ny c vt biu tng l hu cao c Geofrey cung cp chi, hng ha cho tr nh, qun o tr em. Hin nay chui ca hng ny ch hot ng mt s bang nh Wisconsin, Kentucky, San Antonio, Austin, Texas v ang c thit k li sau mt thi gian hot ng c lp km hiu qu Toys "R" Us Toy Box Ra i nm 2003 l mt phin bn ca Toys "R" Us hot ng siu th Albertsons, Giant, Jewel-Osco v mt s ca hng Hong Kong, Philippines v Singapore. Toys "R" Us KidsWorld Mt m hnh siu ca hng c gii thiu nm 1996 Elizabeth, New Jersey gn ca hng ni tht IKEA. Chui ca hng ny d c t chc li hot ng trong Toys R US v Babies "R" Us vo nm 2006 TOYS R US.INC Trang -6-
QUN TR CHIN LC
Toys "R" Us/Kids "R" Us Mt nhn hiu ca Toys R Us khng cn hot ng t nm 2003 Toys "R" Us Express Chui ca hng thu nh ca Toys "R" Us hot ng chu (Hong Kong, Ma Cao, Malaysia, i Loan), Wollongong, c v mt s nc khc Imaginarium Mt chui ca hng chi hc tp c lp, sau ny c Toys R Us mua li vo nm 1999. Biu tng ca chui ca hng ny l Cosmo ( ch ch nh mu ta) v gio s vui v ( Professor Fun). Toys R Us l thit k li Imaginarium thnh mt b phn ca Toys R Us. Studio Alice- Found y l mt studo thu nh trong ca hng chnh Toys "R" Us Nht Bn. 3. Th trng Cng ty Toys"R"Us l nh bn l hng u chuyn v chi v cc sn phm cho em b hot ng ch yu ti th trng M vi khong 585 ca hng chim t trng 63% tng doanh thu. Ngoi ra, Toys "R" Us cng tch cc vn ra th trng th gii vi hn 33 quc gia, em v cho cng ty mt lng doanh thu khng nh. Nm 1998 Toys "R" Us nhn thy tim nng trong vic tham gia th trng thng mi in t, h trin khai nhiu website bn hng trc tuyn nh toysrus.com, babiesrus.com, etoys.com...v to dng c danh ting ng k nh tc pht trin v ph bin ca internet trn ton cu. Tng trng ca cc website bn hng trn ngy cng c cng c nh vic mua li cc cc trang web toys.com, ePrenancy.com. y l mt th trng tim nng m Toys "R" Us ang tp trung khai thc tr thnh knh bn hng chin lc ca cng ty. 4. Thnh tu TOYS R US.INC Trang -7-
QUN TR CHIN LC
Trong danh sch 100 ca hng bn l chuyn dng ca American Express c thc hin hng nm bi ban bin tp ca tp ch STORES thuc National Retail Federation, Toys R Us c xp vo v tr th nht. K t nm 1990 tr i, hu nh nm no Toys R Us cng ng u bng xp hng ny. Toys R Us cn c phong tng danh hiu Ca hng bn l tt nht th k ca nh xut bn Lebhar-Friedman. Vi cng lnh ni b cng ty Chng ta chi chin thng, cng ty ti sinh kh v tp trung vo vic nh v li quyn lc ca mnh trn th trng. Kt qu t nhng n lc ca cng ty, vo nm 2006, doanh thu ca b phn Toys"R"Us Hoa K tng ln u tin trong vng 6 nm qua so vi doanh thu ca cc ca hng tng t. Doanh thu ca Toys"R"Us quc t v Babies"R"Us cng tng 2.6% v 4.8%. V tng th, trong nm ti chnh 2006, cng ty t c doanh thu 13.1 t la v li nhun rng 109 triu la. II. VIN CNH, S MNH Our Mission We believe our business is built one customer at a time, and we are committed to making each and every customer happy. Our goal is to be the "Worldwide Authority on Kids, Families and Fun." Chng ti tin rng cng vic kinh doanh ca chng ti c xy dng trn tng khch hng v cam kt lm mi khch hng hnh phc. Mc tiu ca chng ti l Tr thnh chuyn gia ton cu trong lnh vc tr em, gia nh v nim vui Our Vision Put joy in kids' hearts and a smile on parents' faces.
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QUN TR CHIN LC
t nim hn hoan trong tim mi a tr v n ci trn gng mt b m chng. 1. Vin cnh a) T tng ct li T tng ct li ca Toys R Us l Put joy in kids' hearts and a smile on parents' faces. Vi t tng ny, Toys R Us khao kht phc v khng ch nhng a tr m cn gia nh chng. i ng nhn vin trong cng ty qua nhiu th h u ng tm hip lc v tn ch . Nhiu sn phm cng ty b lc hu, th trng thay i, cng ngh mi pht sinh, cc phng php qun tr xut hin ri ra i nhng t tng ct li ca Toys R Us vn tn ti nh mt ngun ch dn v kht vng l em n nim hnh phc cho tr em v nhng ngi thn, b m. * Gi tr ct li - Nguyn tc kinh doanh ca ngi sng lp Charles Lazarus l lun lng nghe ting ni ca khch hng c tn ti bn vng qua nhiu th h nhn vin v qu trnh kinh doanh. Vic lng nghe gip Toys R Us phc v khch hng mc tiu ca mnh tt hn, n to nn mt trong nhng gi tr ct li ca cng ty. - Toys R Us th hin s quan tm chm lo ca cng ty i vi tr em trn ton th gii v vi nhu cu ca cc b m. H lun lm ht sc sn phm ca mnh lun l la chn hng u ca cc b m. iu ny c th hin r nt trong vic cng ty lun tp trung ch rn luyn v pht trin nhn cch cho tr. Toys R Us cam kt rng cc mu chi bn ra phi lun m bo tnh gio dc v gii tr cao. Hp tc gia Toys R Us v cc tn tui ln nh Animal Planet, Scholastic, Depot Home, v E.T. l nhng v d in hnh. - Bn cnh . Toys R Us cng hot ng vi phng chm mang n cho khch hng nhng gi tr v la chn c o. Cng ty n lc khng ngng
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QUN TR CHIN LC
duy tr nguyn tc ny thng qua mt h thng ca hng rng khp trn ton th gii vi nhiu chng loi sn phm phong ph, p ng nhu cu khch hng mt cch nhanh chng v hiu qu nht. n vi Toys R Us, tr em khng ch c m chm trong mt khng gian y mu sc, m ngay c b m chng cng vy. H c khng gian mua sm v gii tr tho mi vi mt cch trng by c sc mang phong cch ring, khc bit. * Mc ch ct li Toys R Us tn ti trn vi mc ch ct li l em n hnh phc cho tr em, v s tin ch cho b m chng. Trong qu trnh hnh thnh v pht trin, toys R Us lun trung thnh vi mc ch ny. V thc s, h em n tui th ng nh cho nhng a tr thng qua chng loi chi phong ph ti ca hng, cc dch v vui chi i km, tr chi mang tnh hp tc, phi hp gia cc thnh vin trong gia nh. Cc chui ca hng ca cng ty lun c thit k thn thin, sng ng v vui nhn, khng ch l ni mua sm m cn l mt thin ng chi. y nhng a tr cm thy ho hc vui sng cn b m chng cm thy mn nguyn. Toys R Us lun n lc ci tin hot ng ca cc ca hng, tch hp cc dch v tin ch. Tt c hng n nguyn l bn vng ca t chc phc v tn tm tr em, gia nh v nim vui b) Hnh dung tng lai Mt cng ty tin ti hnh dung tng lai c th phi c mc tiu ln, to bo v phi m t mc tiu mt cch c th v sinh ng. Trong khi t tng ct li l sn phm ca qu trnh khm ph th vic to ra hnh dung tng lai li l qu trnh sng to. Thnh cng caToys R Us nm trong vic to nhng sc mnh ca t chc nh cch thc ch yu ca h trong vic sng to tng lai.
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QUN TR CHIN LC
Vi mt nim tin vng chc c cng c bi gi tr v t tng ct li trn, Toys R Us v nn tng lai mt nh bn l chuyn chm sc tr em v gia nh hng u th gii. 2. S mnh Bn tuyn b s mnh l mt mnh lnh then cht v cch thc m mt t chc nhn nhn v cc i hi ca cc bn hu quan. We believe our business is built one customer at a time, and we are committed to making each and every customer happy. Our goal is to be the "Worldwide Authority on Kids, Families and Fun." Tuyn b s mnh ca Toys R Us khng nh r rng nh hng kinh doanh ca cng ty l khch hng. Cng ty ch trng chm sc tng khch hng v tn tm lm cho h hnh phc kt ni h vi nhng gi tr ca cng ty. Nu tuyn b vin cnh ca Toys R Us cho ta thy m t gic m v s kin nh v mc ch m n tn ti th s mnh din dch vin cnh theo cch thc hn. C th vin cnh em li nim vui trong tim nhng a tr v n ci trn gng mt cc bc b m c c th hn trong s mnh Tr thnh chuyn gia ton th gii trong lnh vc chm sc tr em v gia nh. S mnh ny thc y cng ty trong cc quyt nh chin lc v phn b ngun lc. Vi mc tiu Tr thnh chuyn gia chm sc gia nh Toys R Us pht trin chui ca hng, tng ph hng, tch hp dch v tin ch cho khch hng. S mnh Toys R Us em li mt mc tiu ngha pht trin, em li ng lc cho cng ty ci tin cch thc kinh doanh t n mc tiu thch thc chuyn gia th gii v tr em, gia nh v nim vui. Ngy nay, Toys R Us tip tc hot ng vi phng chm mang n cho khch hng nhng gi tr v la chn c o. ng thi h cng lun theo st
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nguyn tc kinh doanh ca ngi sng lp cng ty - lun lun lng nghe ting ni ca khch hng. GII HN PHM VI NGHIN CU Tp on Toys "R" Us hot ng hn 60 nm trong lnh vc bn l chi v hng tiu dng tr em M v nhiu nc trn th gii. Trong bi nghin cu v tp on bn l chi dn u th gii ny, chng ti gii hn phm vi nghin cu ca mnh nh sau: Thi gian: T nm 2000 n nay Khu vc nghin cu: Hoa K
B. MI TRNG BN NGOI
I. MI TRNG V M Mi trng v m l ni m cc ngnh v doanh nghip tn ti, bao gm 6 phn on mi trng ch yu nh: kinh t, chnh tr - php lut, vn ha - x hi, nhn khu hc, cng ngh v ton cu. Nhng thay i trong mi trng v m c th c tc ng trc tip n bt k lc lng no trong ngnh, do n lm bin i sc mnh tng i n cc th lc cnh tranh trong ngnh v vi chnh n, cui cng l lm thay i tnh hp dn ca mt ngnh. Ni n gin, cc mi trng v m thng xuyn thay i s tc ng n hot ng kinh doanh ca doanh nghip. 1. Mi trng kinh t a) Nm 2008 Bc tranh khng my sng sa * Khng hong kinh t y l vn xuyn sut, trng tm ca kinh t th gii nm 2008 v ko di cho n nay. Nguyn nhn su xa ca cn a chn ti chnh bt ngun t TOYS R US.INC Trang -12-
QUN TR CHIN LC
khng hong tn dng v nh t ti M. Bong bng bt ng sn cng lc cng phnh to t th trng nh t v tip l tn dng ti M cng nh nhiu quc gia chu u vo th nguy him. Nhng bt n t hot ng cho vay di chun khin gi nh st gim mnh, th trng nh t ng bng. Cuc khng hong t lan t th trng bt ng sn sang th trng tn dng v cui cng dn n khng hong ti chnh ti M v trn sang nhiu nc chu u, khin nhiu cng ty ln ph sn. Tnh trng th trng ti chnh ng bng ngy cng ti t khin Ngn hng Trung ng M 8 ln ct gim li sut, t li sut c bn t 5% xung ch cn 0,25%. Tnh trng ng bng ca h thng ti chnh cn tip tc dn n s gim st trong cc hot ng sn xut ca doanh nghip cng nh chi tiu ca ngi dn. H qu ca tnh trng trn l nhiu doanh nghip ph sn v y t l tht nghip ti nhiu quc gia tng cao, chi tiu v ch s lng tin ca ngi tiu dng ri xung mc thp nht trong nhiu nm. Tnh nghim trng ca cuc khng hong ti chnh ton cu khin chnh ph M khng th khng can thip. Ni v cc k hoch gii cu quy m ln ca M, cn nhc ti k hoch 700 t USD dnh cho ngnh ti chnh v k hoch 800 t USD ph bng th trng tn dng, k hoch mua thng phiu tng tnh thanh khon cho cc doanh nghip khng thuc ngnh ngn hng, k hoch cu cc con n a c khi mt nh Bn kia b i Ty Dng, sau nhiu tranh ci, cc nc s dng chung ng Euro cng i ti mt k hoch gii cu tp th cho ngnh ti chnh ca mnh. Cuc khng hong ti chnh ti t nht t i khng hong 1929 ti nay y ng lot c ba nn kinh t ln nht th gii l M, Nht Bn v khu vc s dng ng tin chung chu u (Eurozone) vo suy thoi. y l ln u tin, M, Nht v chu u cng suy thoi t nm 1945 ti nay. Suy thoi ti cc nn kinh t ln - ng thi l th trng xut khu ch cht ca cc nn kinh t ang TOYS R US.INC Trang -13-
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ni ln - ko tc tng trng st gim trn phm vi ton cu, bng ma khng hong ph rng khp th gii. * Lm pht na u nm 2008, trong bi cnh th trng du th lin tip lp k lc v thiu cht na chinh phc mc 150 USD/thng, lm pht l ni lo ca nc M v ca c th gii. Tuy nhin, cng v cui nm 2008, ni lo ny cng gim bt cng vi s i xung nhanh cha tng c ca gi nhin liu. Mc d vy, M li phi ng u vi mt mi e da mi l gim pht - mt vn ng ngi khng km g lm pht. Ti M, trong thng 11/2008, CPI gim vi tc k lc 1,7% sau khi gim 1% trong thng 10. T u nm 2008 ti nay, CPI ca M ch tng c 0,7%, so vi mc tng 4,1% trong c nm 2007. Chi tiu ca ngi dn gim mnh lm cc nh sn xut M khn n, tn kho v st gim doanh s tiu th sn phm gy nn s st gim doanh thu v cc cng ty lm vo suy thoi. b) Nm 2009 Tnh hnh s sng sa hn? * Kinh t M phc hi v mt k thut Trong 2 tun cui thng 7 v u thng 8, B Thng mi M cng b 2 ch s thng k quan trng l tng sn phm quc ni (GDP) ca M trong Qu II, 2009 v s liu v cng n vic lm trong thng 7. C hai nhm s liu thng k ny u tch cc hn mong i. Cng thm vi kt qu kinh doanh trong qu II ca phn ln cc doanh nghip M kh hn so vi d on, th trng c l do chc chn n mng. c th ni v mt cuc phc hi y th cn thm hai iu kin na, l tnh trng cng n vic lm c ci thin v ngi dn tiu dng nhiu hn. Tiu dng c nhn vn chim hn 70% trong GDP ca M gim vo Q2,
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QUN TR CHIN LC
ni tip suy gim trong nm 2008 sau khi c tng ln mt cht trong Q1 2009. S liu v cng n vic lm trong thng 7 cho thy khu vc t nhn trong nn kinh t M gim dn tc sa thi nhn cng. Theo thng k ca B Thng mi, con s nhng ngi tham gia lc lng lao ng ca M t thng 5 tr li y lin tc gim. C l v l do ny m nc M c t l tht nghip gim trong khi vn ang lin tc mt thm nhiu vic lm. Tm li kinh t M nhiu kh nng s phc hi vo cui nm nay. Tuy nhin, y ch l s phc hi v mt k thut v tnh trng cng n vic lm vn tip tc ti i (mc d vi tc chm hn) v ngi dn vn tip tc tht lng buc bng ch cha m rng hu bao chi tiu. V s phc hi ch l v mt k thut (th d cc doanh nghip tng sn xut lu kho), n s khng phi l s phc hi c bo m bn vng. * Th trng hng ha s kh quan hn Sau na u nm 2008 tng cao k lc, th trng hng ho gim gi mnh vo 6 thng tip theo, song sang n qu I/2009, tc gim gi chm dn li. Reuters-Jefferies CRB - ch s gi 19 mt hng ch yu giao dch M nng lng, kim loi, ng cc v cc hng ho nh trong qu I/2009 ch cn gim 25%, sau khi gim 35% trong qu IV/2008. Thi k en ti nht ca th trng hng ho c th qua. V mt hng du th, cc nh phn tch u c chung nhn nh rng mc gi trung bnh trong qu II nm nay s l trn 47 USD/thng. Kt thc nm 2008, du th cht mc gi 44,60 USD/thng, v sau nhiu thng trm, hin mt hng ny ang di mc 50 USD/thng. Vng c th s gim xung di mc 950 USD/ounce trong my thng ti nu p lc lm ph khng gia tng. Gi vng k hn thng 6 ti M hin vo
TOYS R US.INC
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QUN TR CHIN LC
khong 920 USD/ounce, tng so vi mc 886,20 USD/ounce lc kt thc qu IV/2008, song gim nhiu so vi k lc trn 1000 USD/ounce ca nm nay. V nng sn, cc nh phn tch d bo gi ng v u tng s tng ln do din tch gieo trng gim, cn gi la m s gim bi d tr tng. c) Nhn xt: Tnh hnh kinh t suy gim s lm cho tiu dng trong ngnh chi gim tng ng, bi v cc h gia nh s tht cht chi tiu i vi cc mt hng ngoi nhu yu phm. Trong thi gian ti mc d tnh hnh kinh t th gii c d on s kh quan hn nhng vn khng th phc hi t mc nh trc y, v th ngnh bn l chi vn phi iu chnh chin lc ph hp vi nhng kh khn trc mt. 2. Mi trng cng ngh Cng ngh sn xut chi c nhng bc chuyn ngon mc trong nhng nm gn y. Nu trc y, tr em ch c chi cc tr chi truyn thng hay nhng chi c tnh cht th cng hoc mang cng ngh n gin nh tu, xe, robot chy bng pin, th ngy nay vi s tin b ca khoa hc k thut cng nhng cng ngh cao, chi cho tr em ngy cng tinh vi hn. Cc hng sn xut chi v cc nh bn l M ang ua nhau tung ra nhng thit b cng ngh mi dnh cho cc b 3 tui tr ln, v thm ch c cc b di 3 tui. Nm trong danh sch nhng mn chi ht hng nht trn Amazon.com l Easy Link Internet Launch Pad, mt chi gip tr truy cp vo nhng trang web ph hp vi la tui mu gio, v Smart Cycle, mt chic xe p th dc c kt ni vi my chi game video. Cng ngh t t xm nhp vo lnh vc sn xut chi trong vi nm tr li y, v xu hng ny hin ang tng tc mnh m.
TOYS R US.INC
Trang -16-
QUN TR CHIN LC
Hin cc loi chi cng ngh chim ti 5% th trng chi vi doanh s 23 t USD/nm ca M. Xu hng chi cng ngh thc s l mt c hi ln m cc hng chi ang tch cc nm bt. Hng LeapFrog mi y tung ra mt loi my vi tnh s dng TV lm mn hnh v c bn phm ring gip cc b hc nhng k nng c bn ca my vi tnh. Thm ch c nhng th chi chng lin quan g n cng ngh gi y cng c cng ngh ha. Nhiu con ging v bp b hin c a ln mng cc b c th chn trang phc v mc cho chng . Cc bc s nhi khoa v cc chuyn gia gio dc cho rng, vic tip xc nhng hnh nh trn mn hnh qu nhiu s lm suy gim kh nng tng tng ca tr. Tuy nhin, i vi nhiu em b, nhng mn chi truyn thng khng c mn hnh, dy cp USB v th nh l nhng th li thi. chi cng ngh cho tr em ang khin nhiu ngi lo ngi. Hip hi Bc s nhi khoa M phn i vic cho tr em t 2 tui tr xung tip xc vi cc loi mn hnh v khuyn co khng nn cho tr ln hn tip xc vi my tnh hoc TV qu 2 gi ng h mi ngy. chi cng ngh khng th thay th nhng tr chi tng tng m , tr c th pht trin tr tng tng, kh nng tng thut v c tng tc vi bn b cng trang la v cha m. S pht trin ca chi cng ngh mang n c hi cho cc nh sn xut v bn l chi, v chng c gi tr v li nhun cao hn. Tuy nhin cng gy ra e da cho ngnh chi truyn thng, cc nh bn l phi c chin lc ph hp hn ch s cnh tranh gia hai mt hng ny v c chin lc phn phi hp l cho tng th trng. 3. Mi trng vn ho x hi M l mt quc gia a sc tc, v th nn vn ha ht sc a dng. S pht trin v kinh t v s a dng vn ha bin nc M thnh mt th trng v
TOYS R US.INC
Trang -17-
QUN TR CHIN LC
cng ln v nhu cu rt phong ph. Mi bang M c coi nh mt quc gia ring l vi th trng rng ln nhng cng c nhng s khc bit v vn ha, chnh v th cc mt hng tiu dng cn phi p ng tt c cc nhu cu ca ngi dn v c nhng nhu cu ring bit ca th trng tng bang. Ngnh bn l chi cng khng nm ngoi quy tc ny, cc cng ty bn l phi tm hiu k th hiu ca khch hng tng bang c chin lc u t pht trin cc ca hng, thit k v mt hng ph hp. chi tr em M hin nay ang dn b nhum bn bi bo lc. Cc chi m phng sng n hay cc v kh chin tranh ln p dn cc chi c tnh cht gio dc. Tr em thch th cm nhng cy sng ging nh trong cc b phim anh hng m chng c xem, b qun cc chi xp hnh hay vui. Cc chi bo lc ngy cng c ch to tinh vi, c th coi nh l mt v kh thu nh, n gy tc hi rt ln i vi tr em. Cc chi ny lm tm l tr em b bin i, gy ra ham thch bo lc t nh, v c th nh hng xu n con ngi sau ny ca tr. Xu hng ca ph huynh M hin nay ang hng dn n cc mt hng chi c tnh tr tu v gip pht trin nhn cch con tr. 4. Mi trng nhn khu hc Theo nghin cu do Vin Dn s Th gii ca c (DSW) thc hin, s dng cc s liu thng k sinh sn mi nht. Theo , dn s th gii hin ang tng 80 triu ngi mi nm v ang mc gn 6,6 t ngi. D on trong 6 nm ti, dn s th gii s mc 7 t ngi v n nm 2050 s ln ti 9,2 t ngi. Trong , dn s Trung Quc l 1,3 t v n l 1,1 t, chim 1/3 dn s th gii. Dn s M nm 2008 l trn 303 triu ngi. Mt du hiu ng mng l s gia tng dn s M, nc M ang tri dy hn v mt dn s, c tnh 70 nm sau dn s M tng gp i so vi mc hin nay.Trong s cc nc cng nghip, nc M ang ng u v t l gia
TOYS R US.INC
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QUN TR CHIN LC
tng dn s. T l tng dn s ca M hng nm vo khong 0.9%. Mi ngy th gii c thm 218.030 tr em cho i, t l tr em M chim 4% ca th gii nhng th trng chi M li chim n 33% ca th gii, y l mt c hi ln cho cc nh bn l chi pht trin hot ng kinh doanh y. 5. Mi trng chnh tr - php lut a) Chnh tr M c tng thng da mu u tin: Barack Obama, 44 tui to nn mt hin tng mi trong dng chy ca lch s, ca i sng chnh tr th gii khi ng c c tng thng th 44 ca M vi t cch l ngi M gc Phi. S kin ny lm chn ng ton th gii. Gi l hin tng, v khi nhn dn M bu mt ngi da mu, mt ngi M gc Phi lm tng thng th 44 ca mnh, h chn s thay i. C ngha l vi Obama, th gii ang ghi nhn mt ct mc trong hnh trnh t duy ca con ngi trn con ng cha c tn trn bn . Khi ngi M b phiu cho Obama, h b phiu cho mt kht vng i mi cuc sng. b) Lut php chi tr em l mt mt hng lin quan trc tip n sc khe ca tr em nn n dc quan tm c bit. Cc nc trn th gii u c cc b lut v tiu chun cho chi tr em by bn trn th trng nc mnh. Cc tiu chun v an ton chi tr em a ra cc thng s k thut, cc yu cu kim nghim, yu cu v an ton i vi ngi tiu dng, nh gi c hi ca ch, sng hi, tnh d chy, cc loi sn, mu, ngun np in v cc hng mc khc. M, thng 8/2008, Lut Nng cao an ton Sn phm tiu dng (Consumer Product Safety Improvement Act) c thng qua. B lut ny sit cht khi lng ch v cc hp cht phthalates c cha trong chi tr em. Theo nh gi ca cc nh phn tch, b lut ny c coi l mt tiu chun ch TOYS R US.INC Trang -19-
QUN TR CHIN LC
to chi kht khe nht trn th gii. y l mt sc p i vi cc nh bn l chi, bt buc h phi tht cht tiu chun chi c by bn trong ca hng mnh v chp nhn mt thm chi ph chuyn qua hp tc vi cc nh sn xut chi tt hn v c tiu chun sn xut cao hn. 6. Mi trng ton cu a) Th trng chi th gii: Theo s liu t cng ty nghin cu th trng NPD trong bn bo co Toy markets in the world 2008, bt chp khng hong, th trng chi th gii nm 2008 vn tng trng 5,3%, t gi tr khong 75,7 t USD. Theo s liu thng k th th trng chi cc nc trn th gii u c mc tng trng dng, tuy nhin th M li l nc c mc tng trng m, t mc -6%. Tuy vy, M vn l nc c th trng chi ln nht th gii, t con s 21 t USD nm 2008. Nu xt theo s liu nm 2007, th trong s 10 th trng chi ln nht th gii, M l nc ng u vi 22,2 t USD; thm ch hn c 5 nc xp theo sau cng li. C th ni, M l thin ng ca cc nh sn xut chi. b) S ln mnh ca chi Trung Quc: Trung Quc hin ang l nh sn xut v xut khu chi ln nht th gii. Theo s liu ca Hip hi chi Trung Quc cho thy hn 8.000 cc hng ch to chi Trung Quc ang sn xut ra hn 30.000 loi chi tr em. Cc s liu thng k cho thy xut khu chi ca Trung Quc nm 2005 t tng s 15,18 t USD. M l nc nhp khu chi Trung Quc ln nht, tip n l EU. M v EU chim n 70% hng xut khu chi ca Trung Quc. Tuy nhin, chi do Trung Quc sn xut khng c c danh ting tt nht. Nhiu loi
TOYS R US.INC
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QUN TR CHIN LC
khng t tiu chun hoc b coi l sn phm ca nhng nh my "bc lt nhn cng". Trc mi quan tm ngy cng tng ca cng chng lin quan n cht lng v an ton ca chi tr em, cc nh bn l chi trn th gii ni chung v M ni ring ang ng trc sc p phi hn ch nhp khu chi Trung Quc, iu ny s dn n s tng cao v chi ph v thiu ht ngun hng. II. NGNH V CNH TRANH Theo Michael E. Porter, c 5 lc lng nh hng cnh tranh trong phm vi ngnh. Khun kh ny ca Porter c th hin trong m hnh sau: Nguy c ca cc i th tim tng
Nng lc thng lng ca ngi cung cp
Nng lc thng lng ca ngi mua
S ganh ua ca cc cng ty hin c
1. Nguy c ca i th cnh tranh tim tng Trong ngnh kinh doanh bn l chi, ro cn nhp cuc thp nn cc i th cnh tranh tim tng s l nhng mi e da ln i vi cc doanh nghip trong ngnh nh Toys R Us. Nh kinh t hc Joe Bain xc nh ba ro cn nhp cuc l: s trung thnh nhn hiu, li th chi ph tuyt i v tnh kinh t ca quy m. a) S trung thnh nhn hiu
TOYS R US.INC
e da ca cc sn phm thay th
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QUN TR CHIN LC
S trung thnh nhn hiu ch s a thch m ngi mua dnh cho sn phm ca cc cng ty hin ti. i vi ngnh chi, ngi tiu dng l b m nhng khch hng chnh thc l tr em. Th hiu ca tr em bt ngun t hnh dng v tnh cht c bit ca chi ch khng phi t thng hiu. V vy, s trung thnh nhn hiu trong ngnh chi l thp, khch hng la chn sn phm t nh bn l bt k min p ng c nhu cu v hnh thc hay tnh nng v gi c Chnh v vy nhng nh cung cp ln v uy tn nh Walmart v Toys R Us c mt chin lc bn hng khc nhau to ra mt lng khch hng trung thnh ring. Mt cng ty mi gia nhp ngnh phi cnh tranh gay gt vi cc i th c trn th trng v to cho mnh mt tng lp khch hng trung thnh ring. b) Tnh kinh t ca quy m: R rng trong ngnh sn xut chi th tnh quy m l li th rt ln cho cc doanh nghip bn l i trc. chi l hng ha thng dng v thng c sn xut hng lot, v th cc doanh nghip i trc lun c c th trng cng nh ngun cung cp quy m ln. Cc doanh nghip bn l mi gia nhp b buc phi nhp cuc vi quy m nh v b mt li th v chi ph, hoc phi chp nhn mo him nhp cuc bng cch nhp hng quy m ln v chu chi ph vn ln. c) Chi ph chuyn i Trong ngnh chi, khch hng khng chu s ph thuc vo sn phm ca mt cng ty nht nh, chnh v vy h khng phi b ra chi ph khi chuyn t sn phm ca cng ty ny sang sn phm ca cng ty khc. Mt khi s thch, th hiu thay i th khch hng c th d dng chuyn sang tiu dng sn phm ca cng ty khc m khng phi b ra bt k chi ph no nh l mt s ngnh
TOYS R US.INC
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QUN TR CHIN LC
khc (nh ngnh my tnh, ). Cc sn phm chi rt a dng v thng khng b buc khch hng bt c iu g, c chng ch l cc mt hng chi c tnh cht su tp ca mt hng bt k, tuy nhin hnh dng ca chi rt d bt chc nn iu ny cng khng nh hng lm n khch hng. d) Cc quy nh ca chnh ph Mt hng chi b b buc trong khun kh cc lut v tiu chun an ton cho tr em. Ngoi ra nhng nh bn l ln cn phi chu nh hng bi cc quy nh v chng c quyn, p gi...V th cc nh bn l tim tng c nhiu c hi tham gia ngnh nu h p ng c cc tiu chun v an ton e) S tr a Trong ngnh bn l chi, cc i gia trn th trng thng s dng cc chiu thc tr a cc i th mun xm nhp. Vi u th v th trng v qui m, cc ng ln trong ngnh chi c th s dng cc chin lc v gi tn cng cc i th mi gia nhp ngnh. 2. Cnh tranh gia cc i th cnh tranh trong ngnh xem xt mc cnh tranh, cng ganh ua ca cc i th trong ngnh, cn phi tnh n 3 nhn t chnh: (1) cu trc cnh tranh ngnh, (2) cc iu kin nhu cu, (3) ro cn ri ngnh. a) Cu trc cnh tranh Ngnh bn l chi l mt ngnh phn tn v ngnh chi hin bao gm rt nhiu cng ty hot ng v t c cng ty gi a v thng tr. Chnh v vy ro cn nhp cuc cho cc i th mun xm nhp ngnh kh thp v cc sn phm bn l cng t to s khc bit va nguy c xy ra cnh tranh v gi l rt cao.
TOYS R US.INC
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QUN TR CHIN LC
Nm 2003 khi Wal- Mart m t gim gi mnh vo dp l hi- ma bn hng chnh ca cc hng chi gy ra mt tc ng hng lot n cc nh bn l chi ln trong ngnh lc nh Toys R Us, KB Toys, Target, K-Mart, FAO- Schwartz. Mc gi Wal- Mart a ra thp hn 12% so vi Toys R Us v thp hn 8% so vi Target. Ngay sau , hai cng ty bn l Toys R Us v Target c nhng ng thi p tr khi h gi mt mt hng n khch trong vng 30 ngy vi mc gi thp hn Wal- Mart. Cuc chin tranh gi do Wal- Mart khi xng ny lm Toys R Us thit hi vi mc doanh thu qu III thp hn nhiu so vi cng k nm trc, dn n vic ng ca ca chui ca hng Kid R Us, cc trung tm Imaginarium cng nh y cc chui ca hng KB Toys v FAO Schwartz n b vc ph sn. Ngnh bn l chi to iu kin cho cc i th d thm nhp ngnh v e da cc cng ty trong ngnh v nguy c v chin tranh gi l rt cao. gim bt e da cc cng ty c xu hng cnh tranh trn v qung co, khuyn mi cnh tranh, thit k nhm to dng lng trung thnh khch hng hoc tm mt phn khc th trng nh trnh s tn cng ca cc hng ln nh Settlers ca Catan v Carcassone chuyn v nhp khu v phn phi c quyn chi cao cp. b) Cc cng ty cnh tranh Ngnh bn l chi vi s cnh tranh khc lit t nhiu i th cnh tranh c trong khu vc v trn th gii, khng t nhng tp on bn l ln ph sn hoc b mua li nh KB Toys, FAO- Schwartz. Hin nay trong ngnh c mt s cng ty ln nh Wal-Mart Toys R Us Target TOYS R US.INC Trang -24-
QUN TR CHIN LC c) Cc iu kin nhu cu
S tng trng ca ngnh bn l chi c nh gi kh trin vng vi t l tng trng tng u qua cc nm. Khi th trng chnh ca ngnh bn l chi l M ang dn chng li v c du hiu gim, cc cng ty bn l chi ang c xu hng chuyn dch sang nhng tht trng mi vi mc tng trng th trng cao hn nh Nht Bn, Anh, Php, Trung Quc, c, n , Canada... d) Ro cn ri ngnh Vi ngnh bn l ro cn ri ngnh l mt trong nhng nhn t dn n s cnh tranh gay gt v chin tranh v gi. Khi ri ngnh, cc cng ty ny phi chu cc ph tn v u t cc chui ca hng bn l rng khp, tin lng tr cho nhn vin bn hng ln cng nh danh ting v mt nhn hiu bn l c bit n trn th trng. 3. Nng lc thng lng ca ngi mua Ngnh bn l chi l ngnh phn tn v c p ng bi nhiu cng ty nh Wal-Mart, Toys R Us, Target, Gamestop, Sear...cc khch hng c th chuyn i gia cc cng ty v kch thch cc cng ty chng li nhau gim gi. Chnh v kh nng chuyn i cao ngnh bn l chi c nng lc thng lng ca ngi mu kh cao. Ngi mua s chn ca hng bn l thun tin, tha mn tt nht nhu cu ca h vi mc gi hp l nht. 4. Nng lc thng lng ca nh cung cp Nh cung cp ca cng ty l cc hng sn xut chi trn th gii nh LEGO an Mch, Mattel vi cc nhn hiu bp b Barbie, cng cha, nng tin Disney, xe tng Thomas, Thomas v nhng ngi bn, Elmo..., cc nh cung cp chu . Hin ti, s hng tham gia hot ng sn xut chi ngy cng
TOYS R US.INC
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QUN TR CHIN LC
tng, nht l cc hng ca Trung Quc, vi kh nng sn xut khng l, chi ph r, mu m li a dng. iu lm cho nng lc sn xut tng ln, ngun cung di do. Kt qu l nng lc thng lng ca nh cung cp yu i. 5. Cc sn phm thay th Cc sn phm sn phm cng ngh cao hin nay nh my tnh, laptop, in thoi di ng, ipod, ... c xem sn phm thay th e da cc chi truyn thng hin nay. Nhng tr em ngy nay mun cm mt chic in thoi tht vi chc nng nghe nhc chp nh hn l mt chic in thoi chi, v vy dn n xu hng tch hp cng ngh cao trong nhng sn phm chi tr em gim s e da v cnh tranh cho cc chi truyn thng III. LC LNG DN DT S THAY I TRONG NGNH Lc lng dn dt ngnh gip cho cng ty tm ra cc thay i trong ngnh. p dng vo ngnh chi tr em ca Toys R Us ta c th xem cc tc ng sau y nh l cc lc lng dn dt quan trng nht: 1. S thay i v mc tng trng di hn ca ngnh Nhng nm gn y, chi tr thnh mt trong nhng mt hng tng trng nhanh ca th trng quc t, tng lng tiu th hng nm vt qua 73 t USD. chi pht trin tng i nhanh c lin quan ti vic ngi ln tham gia vo lnh vc tiu th. Theo thng k, th trng M, chi by bn hng nm ti 150 nghn loi, mi nm c khong 3 nghn loi sn phm mi tung ra th trng. Khi bc vo thp nin 80, chi ph v quy lut thng thng trc nay ch thuc v tr em, ngy cng c s ca mi la tui. Ngnh chi trn th trng quc t ang tng trng rt nhanh v vy n s hp dn nhng cng ty khc vo ngnh v n cng khuyn khch cc cng
TOYS R US.INC
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QUN TR CHIN LC
ty hin hu u t tng thm vo nng lc sn xut. iu cho thy Toys R Us ang phi i mt nhiu i th cnh tranh v h phi u t tng thm nhiu vo nng lc sn xut mi c th ng vng trn th trng 2. Ci tin sn phm, ci tin cng ngh, thay i marketing Ngnh chi tr em chu s nh hng rt ln t vic ci tin sn phm, thay i cng ngh va thay i marketing. Khch hng ca ngnh chi tr em lun quan tm ch sn phm trong ngnh. Ci tin sn phm lm cho khch hng c nhiu la chn hn bng vic to ra nhiu mu sn phm mi, to ra s khc bit cho sn phm. Toys"R"Us cung cp 1 s la chn tuyt vi bao gm cc lai chi mi, cc chi truyn thng, cc sn phm c bit ca Toys"R"Us v nhiu gi tr tuyt vi khc trong cng 1 ca hiu. Khi cc nh ngha truyn thng v chi thay i, Toys RUs tr thnh cng ty hng u trong vic cung cp cc la chn v sn phm sng to cho 1 th h tr con am hiu v k thut hin i ngy nay. T cc sn phm my chp hnh k thut s n cc ph kin ipod, hay cc lai nhc c, v vn vn, Toys"R"Us l a im cho cc sn phm in t mi v hp thi cho tr em. Do ,nh ci tin sn phm m Toys"R"Us c nhiu sn phm mi v sng to lm cho cng ty tng c kh nng cnh tranh trn th trng Ci tin cng ngh gip sn xut sn phm cht lng cao vi chi phi thp to ra li nhun ln cho cng ty .Cc sn phm c quyn ca Toys R Us cng gip mang n cho khch hng cc mu chi c o bn cnh nhng loi thng c a thch khc.S xm nhp ca Internet vo i sng ngi tiu dng v s ra i ca hnh thc bn hng online cng nh hng su sc n ngnh kinh doanh chi. . Khi ni v tim nng to ln ca hnh thc kinh doanh mi ny M, Jupiter Communications c tnh rng kinh doanh chi online s t doanh thu tng n 2.4 t USD trong nm 2005. Toys"R"Us cn c c nhng website gip mi ngi c th d dng mua c sn phm TOYS R US.INC Trang -27-
QUN TR CHIN LC
online nh www.toysrus.com, www.babiesrus.com, v www.imaginarium.com . Cc sn phm c quyn ca Toys R Us cng gip mang n cho khch hng cc mu chi c o bn cnh nhng loi thng c a thch khc Bin php marketing ca mt cng ty c hiu qu s lm thay i thi quen tiu dng ca khch hng, thu ht c nhiu khch hng hn v lm thay i v th gia cc cng ty trong ngnh. Cc hnh thc khuyn mi trong ca hng bao gm hnh thc nh cc (sweepstakes), ti tr v khuyn mi khi xem phim. Mong mun c m rng n vi mi gia nh, Toys R Us thc hin nhiu k hoch tip th lin kt vi nhiu i tc v tham gia vo nhiu lnh vc trong c gii tr v th thao. Cc kinh nghim trong qu kh chng t sc mnh ca hnh thc nh cc v cc hot ng khuyn mi khc trong vic thu ht khch hng. Gn y l mt chin lc qung co mi nhc nh tt c mi ngi rng Cha bao gi cc em nh ca Toys R Us li hnh phc n th!. Qung co ny tp trung vo li cam kt ca hng dnh cho cc gia nh v vai tr ca chi trong cc mi quan h gia nh. Nh c ci ting marketing m Toys R Us c v th trong ngnh . Toys R Us th hin trong s quan tm chm lo ca cng ty i vi tr em trn ton th gii v vi nhu cu ca cc b m 3. Ton cu ha Ton cu ho lm bin i nhanh chng nn kinh t ni chung v i vi ngnh chi tr em ni ring. Cng ty khng cn b hp vic kinh doanh trong th trng ni a, ton cu ho gip cc cng ty m rng hot ng ra th trng quc t lm tng doanh s bn hng ca cc cng ty. Toys R Us L mt trong nhng nh sn xut v bun bn chi tr em hng u th gii, Toys R Us c h thng 1500 ca hng trn ton cu bao gm Toys R Us, Babies R Us v Imaginarium.
TOYS R US.INC
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QUN TR CHIN LC
Vi th trng ton cu ,th trng ni a ang ri xa dn h thng kinh t, do th trng quc gia ang ho vo mt th trng ton cu to ln th Toys"R"Us lun tip tc theo di cc s liu mua sm chi trn khp th gii c th dn u trong vic nh dng v nh hng cc xu hng chi,Bn cnh ton cu ho cng to ra mi trng cnh tranh khc lit gia cac cng ty trong nc v quc t, cng ty cn chu e da cnh tranh t cc i th bn ngoi bin gii Tnh khc lit tng ln ,cng vi mc ci tin s kt hp thng minh gia sn phm a dng ca Toys R Us v dch v tin li ca Amazon.com thu ht c lng khch hng ng o, gn gp 5 ln so vi i th k tip, theo thng k ca Nielson/NetRatings. 4. Nhng thay i v quy nh v chnh sch. Nhng yu cu do lut php quy nh bao gm nhng vn lin quan n nhn mc v h thng qun l, da trn nhng mi quan tm n cc vn x hi, mi trng, sc kho ngi tiu dng v s an ton. S iu chnh v cc hnh ng ca chnh ph thc p thay i ln v thc hnh ngnh tr chi. i vi chi v tr chi, vn v an ton v tiu chun c th to dng hoc ph v nim tin ca ngi tiu dng. Do vy, cn phi c nhng qui tc chung dnh cho th trng quc t ca ngnh chi v n cng ng vai tr quan trng nhm m bo s pht trin di hn ca ngnh ny th trng ni a.Chng hn nh th trng chi cc nc Chu u phi tun th cc ch th v an ton ca EU nh khng c cha cc cht gy nguy him, phi c thit k v c cu trc khng gy st thng hoc gy hi ti sc kho,hay l cc quy nh v mc m thanh ti a i vi tng nhm chi khc nhau nh chi c s dng tai nghe, chi xc xc, chi s dng nt di m
TOYS R US.INC
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QUN TR CHIN LC
thanh nh sng ngn v nhng loi tng t, cc loi chi pht ra m thanh khc. IV. CC NHN T THEN CHT CHO THNH CNG 1. a dng ho sn phm Toys R Us l nh kinh doanh cc mt hng dnh cho tr em ln nht th gii vi 15.000 sn phm phong ph v a dng, trong c cc sn phm c quyn, lun thu ht khch hng thuc mi la tui. Khi n thm bt k ca hng no ca Toys R Us, khch hng nh lc vo mt th gii chi phong ph vi loi t truyn thng cho n hin i, ngay c cc nhn hiu ni ting nh LEGO v Barbie cng c mt. n nhng bc ph huynh cng d dng b cun ht bi v s nhng tr chi in t, cc phn mm v nhng thit b in my trong nhng khu dnh ring. Bn cnh , cc c gi nh cng c th tm cho mnh nhng quyn sch ng trong gian hng sch thiu nhi. Ngoi ra, ti Toys R Us cc khch hng cng c th tm c cho mnh nhng loi giy gi qu, thip, trang tr v c nhng vt dng trong cc ba tic. Trong n lc mang li cho khch hng cm gic d chu thoi mi, Toys R Us c gng ci thin h thng ca hng v dch v cng nh cc lnh vc kinh doanh ca mnh. Khch hng c th tm qu tng v t hng ngay trn trang web toysrus.com. Thng 8/2000, Toys R Us lin kt vi amazon.com vi mc tiu gip cho khch hng c th chn v mua sn phm online thun tin hn. Cc sn phm c quyn ca Toys R Us cng gip mang n cho khch hng cc mu chi c o bn cnh nhng loi thng c a thch khc. Ngoi ra, cc ca hiu ca Toys R Us cng mang khng kh rt ci m, thoi mi v gn y, h cn ci tin dch v khch hng nhm m bo mi ngi u c chm sc tn tnh. Bn cnh , Toys R Us cng thm vo h thng ca
TOYS R US.INC
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QUN TR CHIN LC
hng ca mnh nhng trung tm pht trin nhn cch tr em Imaginarium, mt dy chuyn ca hng chi c Toys R Us mua li t nm 1999. Chnh nh s a dng ho sn phm m Toys R Us thu ht khch hng mi la tui t nhng em b n nhng bc ph huynh .Nh n m Toys R Us c kh nng cnh tranh mnh trn th trng v gp phn thu c li nhun ln cho cng ty. 2. Chnh sch gi thp Trong thi k nn kinh t ton cu khng hong, c bit l nc M. i vi nhng bc cha m vic gi chi vn bnh thng trong nhng ngy l l u m ai cng mong mun ,trong khi phng Ty trc Noel l ma tiu th mnh, rt nhiu ca hng m quy bn l chi vo dp ny. Nhng Toys R Us li khc hn ngui, cc ca hng dy chuyn vn duy tr bn chi bnh thng. Toys R Us duy tr mt mc gi bn khch hng c th chp nhn v lin tc cp nht gi cc loi chi hng ngy thng qua h thng cp nht thng tin hin i nh th rt nhiu khch hng x ti Toys R Us. y l mt li th rt mnh ca cng ty so vi ngnh, n s gip cng ty tng th phn rt nhiu v c li nhun cao 3. S tho mn khch hng Gi tr ct li ca Toys R Us chnh l tr em, gia nh v nim vui. V th Toys R Us th hin trong s quan tm chm lo ca cng ty i vi tr em trn ton th gii v vi nhu cu ca cc b m. H lun to cho khch hng nhng nim tin vng chc rng cc mu chi bn ra m bo tnh gio dc v gii tr cao ( chi Lego, trung tm Imagarium..) Ti Toys R Us khch hng c th t tin tm nhng tr chi ph hp v tr mc gi m h sn sng tr khng nh nhng i th khc v Toys"R"Us l chuyn gia gip khch hng tm kim mn chi han ho nht. H lun n TOYS R US.INC Trang -31-
QUN TR CHIN LC
lc mang li cho khch hng cm gic d chu thoi mi thng qua h thng ca hng rng ri, nhn vin nhit tnh, v chnh sch hu mi nh hon tr li tin mua sn phm nu khng va . Nh m cng ty c kh nng cnh tranh trn th trng rt cao so vi cc cng ty khc
C. MI TRNG BN TRONG
I. PHN TCH CHIN LC HIN TI 1. Chin lc cng ty hin ti Tp on Toys R Us ang hot ng vi cc n v kinh doanh chnh sau: Toys R Us. Us: Chui ca hng chuyn bn chi, tr chi, dng c th thao, sch, video, v phn mm my tnh. Toys R Us. International Vi hn 680 ca hngToys"R"Us v 20 ca hng Babies"R"Us 33 quc gia nc ngoi, Toys"R"Us, International l n v hot ng kinh doanh nc ngoi thnh cng, em li cc sn phm cht lng, gi tr v s la chn a dng trong cng mt ca hng. Babies R Us: Chui ca hng chuyn bn l cc sn phm cho tr s sinh chuyn cp ni, xe y, sa bt, t tr em, gng ng, chi o qun kch c cho tr em di 28 thng. Toysrus.com: Website hng u trong vic bn hng cc sn phm t chi, video, game, hng ha cho tr em v cc ng b b m. Website ny cng cung cp danh sch chi ln nht th gii cho ngi ln eToys.com Website mua li t s ph sn ca cng ty The Parent c thit k h tr vic giao hng v tip cn khch hng tim nng Toys.com Mt trong nhng a ch c s dng ph bin nht khi khch hng tm kim chi tr em c Toys "R" Us mua li. TOYS R US.INC Trang -32-
QUN TR CHIN LC
FAO Schwarz Toys "R" Us mua li biu tng FAO Schwarz thng 5/2009. FAO Schwarz ni ting l nh cung cp nhng chi c bit vi nhng tri nghim mua sm thc s KB Toys Thng 8/2009 Toys R Us mua li nhn hiu KB Toys v website KBToys.com, thng hiu cng cc s hu tr tu. Tp on Toys R Us xc nh vai tr di hn ca KB Toys trong danh mc nhng sn phm gia nh thn thin, khch hng gh website KBToys.com s c mi n Toys.com, ni h se tm thy nhng khon tit kim v mc gi hng ngy khng th tm thy u khc. Tp on Toys "R" Us hot ng trong phn on bn l chi v sn phm cho tr em, h lun c nhiu sn phm phong ph v a dng gip cho khch hng c nhiu s la chn v thu ht nhiu khch hng mi la tui. Chin lc nh hng khch hng tr nn ht sc hiu qu Toys R Us lun c mt tr lng hng ha tht su v mt ph hng ha a dng. H cng dp b nhng n v kinh doanh khng hiu qu nh Kid R Us, KidWorld, Toy Box... st nhp vo ca hng chnh Toys "R" Us, Babies R Us vi mc ch tng mc tp trung, a dng ha hng ha v tin ch trong mt ca hng. Bo co ca Toys "R" Us nm 2007 a ra nhng doanh s lc quan sau nhiu nm suy gim. ng ca nhng ca hng hot ng km v u t nhng ca hng thit k mi l nhng tin phc hi chui bn hng trong tng lai. V chui ca hng ca Lazarus tr thnh m hnh kiu mu cho cc ca hng chuyn bn mt dng hng ho (cn gi l category killer) trong lnh vc bn l. Trong ngnh bn l chi, cc nh sn xut hn ch bt tay vi cc nh bn l trong cung cp c quyn cc sn phm ca h c phn phi rng ri. iu ny khin cc ca hng bn l kh trong vic to s khc bit v cc mt hng ca h. Cch thc cnh tranh c bn trong ngnh ny da vo gi c, tnh sn sng v phong ph ca danh mc hng ha. Trong thp nin 90 khi TOYS R US.INC Trang -33-
QUN TR CHIN LC
Wal-Mart nhy vo ngnh dn n nhiu thay i, chin lc Toys "R" Us cng c thay i linh hot v chnh sch gi, cc chit khu ln v thng xuyn hn, dch v khch hng tt hn, ph sn phm a dng phc v cho chin lc dn o chi ph nhm ly li th phn mt. Toys R Us lun xy dng hnh nh tt p trong mt ca khch hng. Cng ty c khch hng tin tng nhng sn phm mang tnh gio dc v gii tr cao. Toys R Us cn th hin trong s quan tm chm lo ca cng ty i vi tr em trn ton th gii v vi nhu cu ca cc b m. H lun lm ht sc sn phm ca mnh lun l la chn hng u ca cc b m. iu ny c th hin r nt trong vic Toys R Us lun tp trung ch rn luyn v pht trin nhn cch cho tr. Gi tr ca thng hiu cn bao gm nim tin vng chc rng cc mu chi bn ra phi lun m bo tnh gio dc v gii tr cao. Hp tc gia Toys R Us v cc tn tui ln nh Animal Planet, Scholastic, Depot Home, v E.T. l nhng v d in hnh. Trc nm 1999, Toys "R" Us hu nh thu tm ngnh bn l chi, vi th phn 25%. Tuy nhin khi hai i gia bn l ln l Wal-Mart v Target nhy vo th trng, Toys "R" Us mt i v th c tn ca mnh v vy trong thp k va Toys "R" Us c nhiu hnh ng chin lc tch cc cng c v th v s tn ti trn th trng bng vic mua i th cnh tranh b ph sn. C th Toy RUs bo v an ton cho v th vt tri ca mnh trong ngnh bn l chi qua 2 v sp nhp nh m FAO Schwarz v eToys.com, toys.com v gn y l vic sp nhp KB Toys (mt thng hiu bn l chi vi 605 ca hng). Vic sp nhp ny gip cho Toys "R" Us pht trin thng hiu di hn ca Toy 'R' Us, n s cung cp thm cho nh bn l chi ny thm quyn lc trong vic mua bn vi cc knh phn phi a dng v rng khp nc M. 2. Phn tch SWOT
TOYS R US.INC
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QUN TR CHIN LC a) im mnh (Strengths)
Toys "R" Us l mt trong nhng nh bn l chi hng u trn th gii, h s hu mt mng li cc ca hng ln v website bn hng rng khp th gii. Cc ca hng ca cng ty bn nhiu hng ha khc nhau v sc mnh ch o ca Toys "R" Us l a dng ha danh mc sn phm. Khch hng ch cn vo mt ca hng ca Toys "R" Us hoc Babies R Us s tm c tt c nhng sn phm cho gia nh ca h Vic a dng ha danh mc sn phm s dn n nguy c tn hng cng nh ht hng i vi cc sn phm bn chy. Cng ngh qun l hng tn kho tin tin da trn qun l m vch, d bo v cung cp tn kho hiu qu cho php Toys "R" Us thnh cng v to dng c li th cnh tranh so vi cc i th. Toys "R" Us c mt nn tng ti chnh vng chc v cn i thu chi tt, h kim sot tt cc ngun lc ti chnh cn thit gip cng ty t c cc mc tiu kinh doanh. Doanh thu t c nm ti chnh 2008 l 13.794 t la. Toys "R" Us l mt doanh nghip vi nhiu hot ng x hi. Nm 2005 cng ty gip nhng nn nhn cn bo katrina ti bang Louisiana. Toys "R" Us tng 6 xe ti chi v vt dng tr em bao gm t, khn giy, sa bt cng nh pin, nc n nhng khu vc nhng ng ngi tn c. Toys "R" Us v Babies R Us cng tng hn than gia cc hot ng quyn gp cho ccqu t thin tr em nh: T chc tr em kh khn quc gia (KIDS), t chc tr em t k (Autism Speaks), Qu chi hng hi cho tr nh (Marine Toys for Tots Foundation), t chc bo v tr em M (Safe Kids USA), Qu tr em b nh hng nhim AIDS (Children
TOYS R US.INC
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QUN TR CHIN LC
Affected by AIDS Foundation). Bn cnh Toys "R" Us cng c t chc t thin cho tr em do cng cng ty thnh lp Toys"R"Us Childrens Fund. Nhng hot ng x hi ny gip Toys "R" Us duy tr thng hiu tt trong mt khch hng. b) im yu (Weaknesses) Ngy nay Toys "R" Us khng cn li th cnh tranh duy nht vng chc nh trc y. th trng chnh l M, Toys "R" Us mt v tr nh bn l chi s mt vo tay Wal-Mart. M rng v quy m cha v khch hng c th n nhng nh bn l ln hn v mua cng mt sn phm ging hoc tng t m i khi vi mc gi tt hn. Ging nh nhng nh bn l phng Ty khc, doanh s Toys "R" Us ph thuc vo qu IV ca nm, l vo cc dp Halloweeen, Ging Sinh. Ngnh bn l ni ting mang tnh ma v v Toys "R" Us khng phi l ngoi l. Thc t, chi l qu tng Ging Sinh ch yu v vy cc sn phm chi ph thuc nhiu vo cc ma bn hng. c) C hi (Opportunities) C nhiu c hi trong hot ng lin doanh v cc lin minh chin lc, v d lin minh Toys "R" Us v Lotte Shopping, cng ty con ca Tp on Lotte chuyn v bn l v kinh doanh khch sn Hn Quc, lin minh bn hng online vi GSI Commerce Lin minh khng nhng gip tng li th ca hai cng Toys "R" Us v to ra nhng c hi mi. V d thnh cng rc r ca Toys "R" Us nh k hp ng nhng quyn thng mi Hn Quc d m ra nhng c hi pht trin mi cho cng ty trn th trng quc t Th trng quc t rt quan trng vi Toys "R" Us. Nhng quc gia mi ni ln nh Trung Quc, n ngy cng tr nn giu c v c nhng TOYS R US.INC Trang -36-
QUN TR CHIN LC
nhu cu v gio dc mi. Khch hng c nhiu thu nhp v thi gian gii tr s gip Toys "R" Us tng doanh s trong nhng nm tip theo. Cc mt hng v dch v ca Toys "R" Us s gp nhiu kh khn v cnh tranh. Toys "R" Us c th tm kim i tc chin lc hoc t pht trin Cc dng chi in t v cng ngh cao ngy cng c tr em yu thch s gip cng ty m rng thm danh mc bn hng bn cnh cc dng chi truyn thng d) Thch thc (Threats) Cnh tranh trong ngnh bn l chi ngy cng mnh m bi hai i th chnh l Wal-Mart v Target. Mt nhn hiu sn xut chi thng khng lin kt vi mt nh bn l c nh no. Chnh v vy vic s hu nhng sn phm c o v khc bit tng i kh khn, cc ca hng bn l ny s tt nh mt ca hng khc v vy h thng phi cnh tranh trn gi, s lng sn phm hay tnh sn sng. Hin nay cc nh sn xut chi Trung Quc v mt s nh sn xut chi gi thp tng t ngy cng pht trin. Nhng sn phm chi ph thp kh quan trng nu mun duy tr li nhun. Vn v c nhng nguy c kh ph bin l cc quc gia v hi ng thng mi p t hn ngch v nh thu bo v sn xut trong nc. V vy Toys "R" Us c kh nng khng c c nhng mt hng chi m khch hng mun mua nu lnh cm vn hay trng pht c thc thi vi cc quc gia sn xut chi gi r nh Trung Quc II. CC KHI C BN TO LI TH CNH TRANH
TOYS R US.INC
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QUN TR CHIN LC
Cht lng vt tri
Hiu qu vt tri
LI TH CNH TRANH Dn o chi ph
p ng KH vt tri
Ci tin vt tri
1. Hiu qu vt tri Tp on Toys "R" Us c h thng cc chui ca hng rng khp, nhng kh nng kt hp hot ng qun l vi h thng hu cn tt gip h to dng c hiu qu vt tri trong hot ng. - Tnh kinh t theo quy m: Khi l mt nh bn l vi lng hng ha ln, Toys "R" Us to c u th nh hot ng vi quy m ln, c th h c hng mc chit khu cao hn, u tin trong cc n hng cng nh yu cu cc sn phm mi l - Qun tr tn kho v t chc sp xp: i vi cng ty c tr lng hng tn kho ln v a dng nh Toys "R" Us l rt quan trng khng ch kim sot loi b nhng mt hng tn ng qu lu m cn kp thi b sung cc mt hng bn chy. Cng ty nm vng qui lut ph bin ca s bin ng th trng, h vn dng y tnh c th ca s bin ng thi trng chi, vn dng h thng qun l my tnh, d on xu hng ca th trng d bo hng ha theo ngy, tun l, thng, nm cng nh d bo ngnh v ngoi ngnh theo th trng khu
TOYS R US.INC
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QUN TR CHIN LC
vc kim sot cht ch hng tn kho ca mnh. Chnh do da vo sch lc khch quan ha s la chn hng ha m Toys R Us lun lun thao tng thi c xu th thnh hnh chi rt t xy ra tnh hnh nhp loi hng khng c cho n khin sch lc gi thp vn c gi vng. Ngoi ra h thng cc kho hng (warehouse club) c sp xp khoa hc theo phng php mi em li hiu qu tt hn trong vic cung cp hng v tit kim nhiu chi ph vn chuyn - Qun tr ngun nhn lc Ngoi lc lng bn hng c nh cng Toys "R" Us cn s dng nhn vin ma v ln n hng vn ngi trong nhng ma cao im nh Ging Sinh p ng nhu cu phc v khch hng. Cc nhn vin k c ma v u c o to c bn v nghip v bn hng, cch thc n tip, gip khch hng, c vic truyn ti s mnh vin cnh ca Toys "R" Us cng c thc hin nhm to hiu qu cng vic. Chi ph qun l ca Toys "R" Us l 19% trong tng chi ph. Cc nhn vin Toys "R" Us l mt tp on hot ng ton cu, v vy vic lin lc gia cc n v kinh doanh trn th gii c ng dng cng ngh Microsoft NetMeeting tit kim chi ph hun luyn v cng tc. - Xy dng quan h cht ch vi nh cung cp iu quan trng nht c c li nhun i vi mt nh bn l l c ngun cung hng n nh vi gi r. Toys "R" Us l nh bn l to li nhun t vic lm c iu ny. Cng ty to li nhun t mua r ch khng phi bn r, ch bn r khng thi l cha , nh cc i th ca Toys R Us tng phi i mt khi ch thc hnh v th hai ny. C Child World v Kiddie City lin tc bn gim gi trong nhiu nm qua m chng th ginh c li th trc Toys R Us. L do tht n gin, h ch c th bn r ch khng th mua r nh Toys R Us. Toys "R" Us to c quan h i tc chin lc vi by nhn hiu chi ln ca th gii Mattel, Hasbro, Fisher Price, Tyco, Little Tikes, Todays Kids v Tiger Electronics nhm m bo tnh n nh v a dng ca mnh. Ngay c vi TOYS R US.INC Trang -39-
QUN TR CHIN LC
Nintendo, mt nh sn xut video game ni ting vi ngun cung hng thp cng cam kt cung cp cho Toys "R" Us tr lng hng n nh p ng nhu cu trong cc ma cao im. 2. Cht lng vt tri Tp on Toys R Us thit lp mt h tiu chun cht ch v hm lng ch cho php trn b mt sn do Quc hi thng qua nm ngoi, sau khi hng triu chi b pht hin c cha lng ch hoc cc cht nguy him khc vt qu mc. Cng ty yu cu cc nh cung cp hng ha p ng mc 90/1.000.000, mc tiu chun ny cao hn mc m cc h tiu chun cht lng ra. Ngoi ra, h cn yu cu cc vt liu bn trong chi phi p ng t l 250/1.000.000 v hm lng ch. Toys "R" Us kim sot cht ch hn cht lng chi nhp vo sau mt lot cc s kin v chi Trung Quc khng an ton. Toys R Us yu cu 5000 nh cung cp ca mnh v cc nh thu ph ca mnh, ch yu l Trung Quc cng phi c chng ch SA8000. Chng ch SA 8000 ch trng v mc lng ti thiu nhm m bo mi trng lao ng an ton cho cng nhn, khng s dng lao ng tr em hoc lao ng cng bc, v khng bt buc cng nhn thng xuyn lm vic hn 48 gi mt tun. Vic ny gip cng ty khng ch c nhng sn phm sch m cn to dng c uy tn v mt x hi. Cc n hng online ca t cc website toysrus.com, etoys.com, toys.com, babiesrus.com c nh gi c thi gian giao hng ng ln n 99% 3. Ci tin vt tri Ngnh bn l chng kin nhng bc pht trin mi khi cnh tranh tr nn gay gt hn, nhiu tp on bn l ln nh Kmart, KB Toys, FAO ph sn. Toys "R" Us cng gp nhiu kh khn khi i mt vi chnh sch Always low-price ca Wal-Mart, h d tin hnh nhng bc ci cch mang tnh cch mng tng bc ly li v th cng nh kh nng cnh tranh
TOYS R US.INC
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QUN TR CHIN LC
Toys "R" Us tin hnh chnh sch khuyn mi mi vi mc gi sn phm tt hn trc. Cc hnh thc khuyn mi trong ca hng bao gm hnh thc nh cc (sweepstakes), ti tr v khuyn mi khi xem phim. Mong mun c m rng n vi mi gia nh, Toys R Us thc hin nhiu k hoch tip th lin kt vi nhiu i tc v tham gia vo nhiu lnh vc trong c gii tr v th thao. Cc kinh nghim trong qu kh chng t sc mnh ca hnh thc nh cc v cc hot ng khuyn mi khc trong vic thu ht khch hng H cng tin hnh ci tin h thng ca hng ca mnh theo nguyn tc C3 (Customer friendly- Cost effective- Concept with a long term vision), theo cc chui ca hng c trang tr sinh ng, dp b nhng k hng cht c ni hng ha cao ngt ngng dt trong ngnh bch ha M, to nhng khu vc vui chi in t, video, my tnh bng knh gip b m c th quan st con ci trong khi mua sm, thit k mi ny cng ginh 20% din tch cho cc ca hng nh theo dng combo- cc ca hng nh ring bit nm trong ca hng ln nh Bike R Us, Books R Us, Studio Alice, Imaginarium, Toys "R" Us Express...Trc ngi tiu th, ca hng ging nh mt kho hng, mi gian c din tch kinh doanh khong 4000 m2, chi bo m c 18 nghn chng loi tr ln. Khch hng bc vo ca hng nh bc vo bin chi, khng ai khng cm thy Chng loi y , qun l n np v thng t mc ch thc y tiu th. Nu trc y Toys "R" Us c cho l c h thng dch v khch hng km th iu ny c ci thin ng k qua mt s hot ng i mi. Nm 1996 cng ty bt u chng trnh ti cu trc trn ton th gii, t chc li hng ha ln n 20% gip khch hng tm kim hng ha d dng hn. Cc ca hng c thit k li v trng tm nhn mnh n dch v khch hng vi cc trung tm thng tin khch hng c t mi ca hng nhm phc v tt hn. 4. p ng khch hng vt tri TOYS R US.INC Trang -41-
QUN TR CHIN LC
Nh sng lp Charles Lazarus t nn tng cho phng chm phc v khch hng l Retail is fun, xc nh rng thit k tt ca hng tt gip nng cao gi tr sn phm cng nh thm n nhng gi tr tng thm cho khch hng khi tham gia dch v. Mt khch hng n Toys "R" Us khng ch mua sm m ngi cn ang tri nghim n. Bc vo khu vui chi Toys R Us qung trng Times tn hng ba mc vui v l thng ngay Broadway! Ngi trn vng u quay cao 60 foot vi cc cabin trang tr theo ch v cc nhn vt c sc. Tn b qua x bnh ko vi kch thc to nh ngi tht. Nhn ngm k quan trong to nh Empire State ca LEGO. V c s tri nghim k nguyn Jurassic c xa, hy cho hi ch khng long T-Rex cao 20 foot, to hn ngi tht vi nhng bc i tht v ting gm r hoang d. Bn cnh , Toys R Us cng thm vo h thng ca hng ca mnh nhng trung tm pht trin nhn cch tr em Imaginarium, mt dy chuyn ca hng chi c Toys R Us mua li t nm 1999 vi dng sn phm chi vi tnh nng gio dc cao. Cc dch v khch hng nh gi qu ngi thn, phiu iu c Wish list, t hng v xem hng online cng c ch trng. Khch hng n Toys "R" Us nhn c s h tr hiu qu ca nhn vin, h c th kim tra s chn la ca h thng qua ni t hng vi my scan bng tay, nhn c cc phiu qu tng v hon tin nu sn phm c sai st. Internet em n cho Toys R Us mt din n bn hng mi. Trang ch ca cng ty s cho php khch hng mua mt s sn phm trc tuyn. Danh sch cc mt hng cng s c kho st t m. Nhng website ny cho php khch hng la chn v t hng trc tuyn ng thi nhn hng ti bt k ca hng Toys "R" Us no. Thi gian phc v khch hng chm l nguyn nhn c bn lm cho khch hng khng tha mn. Vi n lc s dng lc lng lao ng nhiu vo ma cao im, h thng h tr giao dch hin i cng cch b tr ca hng sinh ng Toys "R" Us gim ti a thi gian ca khch hng.
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KT LUN: Trong cc khi cnh tranh c bn ca cng ty, Toys "R" Us tp trung pht trin hai khi cnh tranh hiu qu vt tri, p ng khch hng vt tri nhm to dng li th cnh tranh bn vng. Toys "R" Us lun tm cch hot ng hiu qu hn em li gi thp v s tha mn cao nht khch hng. II. CC NGUN LC 1. Ngun hu hnh a. Ngun ti chnh Bo co ti chnh qu II 2009 ( 4/9/2009) cho thy tnh hnh ti chnh rt kh quan ca Toy R Us, c th theo Kt qu ti chnh hp nht ( tnh ti M v trn ton cu) th: Doanh thu thun tng ln n $ 27.000.000 cho qu II ti kha 2009, so vi $ 13.000.000 cho qu II nm ti chnh 2008. Cc khon thu nhp hot ng tng ln n $ 86.000.000 cho qu II ti kha 2009, so vi $ 79.000.000 cho qu II nm ti chnh 2008. ng Jerry Storch, Ch tch v Gim c iu hnh, Toys" R "Us, Inc pht biu: "Chng ti rt hi lng vi hiu sut ca chng ti trong na u nm nay v tin rng kt qu ca chng ti r rng chng t rng chng ti c th hot ng thnh cng v t c kt qu trong bt c mi trng kinh t. Kt qu qu II ca chng ti cho chng ti nhng hi vng tnh hnh s cn kh quan hn trong tng lai... Nhn chung, Toy "R" Us c nhng bc tin trong n lc ct gim chi ph qun l, lm tng hiu qu qun l. ng thi, cng ty ang tch cc duy tr s pht trin lu di v tng th phn nh nh chuyn bn l chi hng u th gii. Trong qu th hai, h cng b vic mua li FAO Schwarz. l bc tip theo ca chin lc trong qu 1, thc hin sau khi mua li eToys.com,
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babyuniverse.com, ePregnancy.com v Toys.com. Toy "R" Us tip tc thc hin u t vn thn trng m rng kinh doanh trong nc v trn th gii. Trong qu II, Toy "R" Us b sung thm hai "R" Superstores v hon thnh chui chn ca hng k nhau ti M. Cng ty cng m bn ca hngToy "R" Us " nc ngoi. Doanh thu bn hng trong qu II nm ti chnh 2009 l $ 2.567.000.000, so vi $ 2.771.000.000 cho qu II nm ti chnh 2008. S chuyn i ngoi tr lm gim doanh thu $ 59.000.000. Qu II, nm ti kha 2009, li nhun bn hng gim 7,2% trong 3,9% l cc phn on ca trong nc v quc t tng ng. Phn ln cc suy gim doanh thu rng l trong cc loi sn phm gii tr, c bit video game phn cng v phn mm. Thu nhp khc tng ln n $ 64.000.000 trong qu II ti kha 2009, so vi $ 53.000.000 trong qu II ca nm trc. iu chnh EBITDA cho qu II ti kha 2009 l $ 145,000,000, so vi $ 147,000,000 trong qu II nm ti chnh 2008. Li sut vay qu II gim xung so vi cng k nm ti chnh 2008. Vic tng chi ph li rng ti $ 115,000,000 so vi $ 96.000.000 trong qu II nm ti chnh 2008 l do thay i gi tr hp l, tng l ph tr chm lin quan n vic tr n cc i tc khng c bo m tn dng tha thun. Cng ty kt thc qu II ti kha 2009 vi dng tin mt v tn dng cha s dng khong $ 1.543.000.000, bao gm lng tin mt khong $ 98.000.000 ti cng ty con Nht Bn. N di hn c h xung $ 409,000,000 cn 5.496.000.000 $ vo cui qu II ti kha 2009 so vi qu II nm ti chnh 2008, ch yu l do cc i tc tn dng khng bo m tr v ti cp vn theo tha thun $ 130.000.000. Ngn qu chi tiu cho qu gim t $93.000.000 xung $82.000.000. Tng s hng tn kho vo cui qu II gim xung 29.000.000 $ tng ng 1,3%, so vi cng k nm ti chnh 2008.
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Nh vy, Toy "R" Us c mt ngun ti chnh n nh. Cu trc vn ca cng ty l kh an ton v to iu kin cho s pht trin ca Toy "R" Us trong tng lai. Toy "R" Us t lp v ti chnh, tuy vn tn ti tn dng vi cc i tc v khch hng cng nh lng tn kho ln do c im ca mt cng ty trong ngnh bn l vi hnh thc bn truyn thng tp trung hng ti kho bi. Ngun ti chnh gi vai tr quan trng, n c tc dng ti tr cho kh nng duy tr mt lng hng tn kho khng l, ngun gc to nn khi p ng khch hng vt tri. Bi ch c nhng cng ty c ngun ti chnh hng hu mi c kh nng duy tr mt lng vn tn ng ln n nh th. Bn cnh , kh nng duy tr tn dng i vi nh cung cp cng to nn mt li th khng nh cho Toy "R" Us. Cng ty khng b thc p thanh ton ngay khi mua hng, iu ny lm cho sc p ln khi lng tin mt thp hn cc i th khc. Thm na, ngun ti chnh ca cng ty m bo cho cc i tc duy tr cung cp tn dng cho Toy "R" Us vi ri ro thp m h c th chp nhn c. Mun p ng khch hng vt tri, iu u tin l phi to nn hng ha sn sng cho khch hng, thi gian giao hng l nhanh nht, v ngun ti chnh gip cng ty c th thc hin c iu . Ch thch: Qu II bt u t ngy 3 thng nm 2009 v kt thc ngy 1 thng 8 nm 2009 Cc bo co ti chnh nm qu 2 nm ti chnh 2009 ca Toy "R" Us
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b.Cc ngun vt cht Toy "R" Us c mt h thng hn 600 ca hng ti M v hn 700 ca hng ti hn 33 quc gia khc trn th gii. Mng li ca hng rng khp lm cho Toy "R" Us tng cng kh nng p ng khch hng vt tri ca n, khin n tr thnh cng ty hng u th gii v lnh vc bn l chi ni ring v mt trong nhng cng ty hng u trong lnh vc bn l ni chung. H thng ca hng gm c nhng ca hng do cng ty qun l v cc ca hng cp php, ca hng chuyn nhng thng mi ca Toy "R" Us khng phi cng ty no cng xy dng c. y l mt ti sn chin lc nng cao sc ph qut ca Toy "R" Us trn trng quc t, lm cho n tr thnh mt tp an hng mnh, t TOYS R US.INC Trang -49-
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li th kinh t theo quy m, tr thnh mt ngi mua c nng lc thng lng i vi cc nh cung cp, ng thi c hng chnh sch chit khu, tn dng u i m nhiu cng ty khc kh c th c. Ni chung v ngun vt cht nh th, Toy "R" Us to nn mt v tr chin lc i vi nh cung cp, tng i trng ca n trong nhng cuc thng lng vi i tc khc. Ting ni, hnh ng, bc i ca Toy "R" Us tr nn c sc mnh, nh hng ln n th trng chi. c. Cc ngun k thut: Nhn hiu thng mi Hin ti, Toy R Us s hu mt h thng cc nhn hiu thng mi ni ting nh: Toys R Us chui ca hng chuyn bn chi, tr chi, dng c th thao, sch, video, v phn mm my tnh. Babies R Us chuyn phc v o qun, dng v cc vt dng cho tr s sinh v mu gio. Chui ca hng chuyn bn l cc sn phm cho tr s sinh chuyn cp ni, xe y, sa bt, t tr em, gng ng, chi o qun kch c cho tr em di 28 thng. Cc website bn hng qua mng nh Toysrus.com Hot ng t nm 1998, Toysrus.com l website hng u trong vic bn hng cc sn phm t chi, video, game, hng ha cho tr em v cc ng b b m. Website ny cng cung cp danh sch chi ln nht th gii cho ngi ln . Babiesrus.com bn cc b sn phm tr em v cung cp h thng ng k qua hng ngay trong ca hng Babies R Us khch hng c th d dng la chn sn phm mi lc mi ni v gi qu cho cc ng b b m. TOYS R US.INC Trang -50-
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eToys.com v ePregnancy.com l cc website thng mi thnh lp t 12/2/2009 t s ph sn ca cng ty The Parent c thit k h tr vic giao hng v tip cn khch hng tim nng ePrenancy.com l webssite v d liu khch hng thnh lp 12/2/2009 t s ph sn ca cng ty The Parent Bn cnh cng ty cn c nhng ca hng chuyn bit hot ng trong cng ca hng ln ni trn, nhng ca hng ny hot ng ty theo quc gia v thnh ph: Bike R Us ca hng bn xe p thuc bn trong ca hng chnh Toys R Us (ch hot ng Anh) Geoffrey's Toys "R" Us/Geoffrey Ca hng ny c vt biu tng l hi cao c Geofrey cung cp chi, hng ha cho tr nh, qun o tr em. Hin nay chui ca hng ny ch hot ng mt s bang nh Wisconsin, Kentucky, San Antonio, Austin, Texas v ang c thit k li sau mt thi gian hot ng c lp km hiu qu Toys "R" Us Toy Box Ra i nm 2003 l mt phin bn ca Toys "R" Us hot ng siu th Albertsons, Giant, Jewel-Osco v mt s ca hng Hong Kong, Philippines v Singapore. Toys "R" Us KidsWorld Mt m hnh siu ca hng c gii thiu nm 1996 Elizabeth, New Jersey gn ca hng ni tht IKEA. Chui ca hng ny d c t chc li hot ng trong Toys R US v Babies "R" Us vo nm 2006 Toys "R" Us/Kids "R" Us Mt nhn hiu ca Toys R Us khng cn hot ng t nm 2003
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Toys "R" Us Express Chui ca hng thu nh ca Toys "R" Us hot ng chu (Hong Kong, Ma Cao, Malaysia, i Loan), Wollongong, c v mt s nc khc Imaginarium Mt chui ca hng chi hc tp c lp, sau ny c Toys R Us mua li vo nm 1999. Biu tng ca chui ca hng ny l Cosmo (ch ch nh mu ta) v gio s vui v (Professor Fun). Toys R Us l thit k li Imaginarium thnh mt b phn ca Toys R Us. Studio Alice- Found y l mt studo thu nh trong ca hng chnh Toys "R" Us Nht Bn. 2. Ngun v hnh a. Nhn s Hn 300.000 nhn vin trn ton th gii, phc v trong 1,550 ca hng, bao gm 848 ca hng Toys"R"Us v Babies"R"Us ti M, hn 700 ca hng ti 33 nc khc, c c ca hng cp php v nhng quyn. B my iu hnh
Gerald L. Storch Ch tch v Gim c iu hnh Toys "R" Us, Inc Gerald L. Storch tham gia Toys "R" Us, Inc vo thng Hai nm 2006, lm Ch tch v Gim c iu hnh. Vi t cch ny, ng c trch nhim tng lc n by ca thng hiu Toys R Us v nh v cc h thng nhng quyn thng mi ton cu cho s tng trng trong di hn. Trc khi tham gia Toys "R" Us, Inc, ng Storch l Ph Ch tch cng ty Target. ng gia nhp Target vo nm 1993 nh l ph ch tch chin lc cp cao, v phc v vai tr ny trong 12 nm, thm nin ngy cng cao.
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Target, nhim v ca ng bao gm chin lc tng th, chui cung ng, kinh doanh Internet, dch v cng ngh, dch v ti chnh, qun l quan h khch hng v nghin cu th trng,ph trch chng trnh su sigma, v cc v sp nhp v mua li. ng Storch cng c xem nh l mt b phn trong vic pht trin chin lc v gim st thc hin cho cc danh mc u t Target, bao gm c hng u quay vng ti Marshall Field's v hng bn tip theo ca Marshall Field's v Mervyn's. ng Storch c mt h s theo di cc doanh nghip xy dng tng trng, bao gm c chin lc dn o v tng trng v pht trin SuperTarget, kinh doanh rt thnh cng target.com, khi xng v pht trin kinh doanh dch v ti chnh. Trc khi gia nhp Target, ng Storch l mt i tc ti McKinsey & Company, chuyn bn l v dch v ti chnh. ng c bng c nhn ngh thut, mt bng bc s v mt bng thc s Qun tr Kinh doanh t i hc Harvard. Clay Creasey Gim c Ti chnh Toy "R" Us, Inc Clay Creasey tham gia Toys "R" Us, Inc thng nm 2006 nh l Ph ch tch iu hnh v Gim c Ti chnh. ng Creasey l mt phn khng th tch ri ca i ng qun l ng Creasey gia nhp Toys "R" Us, Inc vi 25 nm kinh nghim qun l ti chnh trong ngnh cng nghip bn l. ng bt u s nghip bn l ca mnh ti Lucky Stores, mt tp ha cng cng ln, ni ng dnh 11 nm ti nhiu cng ty v phn chia vai tr ti chnh. Gn y, ng dnh 13 nm ti Mervyn's, mt chi nhnh ca cng ty Target, ni ng lm Gim c Ti chnh ca h trong nm nm. Trong sut s nghip ca mnh, ng Creasey tham gia c cu li hot ng v vng quay v ti chnh ca mt s cng ty. Trc khi vo lnh vc bn l, ng Creasey dnh hai nm vi vai tr l mt nh phn tch bo him ti Qu Fireman v su nm l nhn vin tn
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dng ca Crocker Bank.
ng Creasey c bng c nhn Khoa hc v mt Thc s Qun tr Kinh doanh t i hc Stanford. ng cng c bng Kim Ton Claire Babrowski Ph ch tich iu hnh, gim c phng t chc Toy "R" Us, Inc Claire Babrowski tham gia Toys "R" Us, Inc trong thng 6 nm 2007 nh l Ph ch tch iu hnh, gim c phng t chc. v tr ny, b Babrowski lnh o ton b hu cn ca cng ty, lp k hoch v cp pht, cc chc nng cng ngh thng tin. B cng gim st tt c hot ng nhng quyn thng mi ton cu ca cng ty v c trch nhim cho s tng trng ca hot ng ca cng ty s hu v vn ch s hu cc v tr trn trng Thi Bnh Dng. B Babrowski ng mt vai tr then cht trong vic tn dng sc mnh v kh nng ca Toys "R" Us . B Babrowski c nhiu kinh nghim iu khin chin lc ton cu hot ng v qun l kinh doanh thnh cng cc i pht trin. B tham gia Toys "R" Us, Inc ti Tng cng ty RadioShack , ni b tng l Gim c iu hnh sau kim Ch tch Trc khi gia nhp RadioShack, b Babrowski dnh 30 nm s nghip ti McDonald's mt s vai tr quan trng trc khi c b nhim lm Ph ch tch iu hnh cp cao v trng Nh hng. L mt trong nm iu hnh hng u trong cng ty, b Babrowski chu trch nhim cho 2.200 nh hng ti Thi Bnh Dng v Canada v dn u trn ton th gii v nghin cu v n lc pht trin nng cao nng lc hot ng ca nh hng McDonald's. Ngoi ra, b tng ph trch vic cung cp h tr nhn vin v gim st cc tiu chun ti cc khu vc thc n, hot ng, pht trin cc thit b, bt ng sn, kin trc v xy dng, dy chuyn cung ng, o to v cng ngh lu tr. Trc , b gi chc Ch tch, Chu / Thi Bnh Dng, Trung ng, Chu Phi, ni c chu trch nhim cho 7.600 ca hng ti 34 th trng trn khp Chu / Thi Bnh Dng, Trung ng v Chu Phi. B Babrowski c bng Thc s Qun tr Kinh doanh ca Trng i hc
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Bc Carolina. Deborah Derby
Ph ch tch iu hnh, Trng phng hnh chnh Cn b Toy "R" Us, Inc B nhim lm Gim c hnh chnh Cn b, Toys "R" Us, Inc trong thng 2 nm 2009, Deborah Derby c trch nhim pht trin bt ng sn, k hoch chin lc v v vic bun bn ca ca hng. B Derby cng gim st s tng trng ca hot ng kinh doanh ca cng ty Canada. Trc y, b Derby lm Ch tch, Babies "R" Us k t thng 5 nm 2006. Trong vai tr ny, b qun l mi mt ca bn hng, tip th v ca hng hot ng cho cc b sn phm chui ca hng c sn ln nht th gii. Trc khi chuyn nhng , b Derby m nhim ph ch tch iu hnh , nhn s, php l v truyn thng, Toys "R" Us, Inc. Lc u s nghip, b gi vai tr khc nhau trong qun l nhn s, bao gm c Ph Ch tch, qun l nhn s ti Babies "R" Us; Vice President, Ph gim c quan h ti Toys "R" Us, Inc; v ph ch tch, Tr l quan h cng chng ti Toys "R" Us, Inc Trc khi tham gia Toys "R" Us, Inc vo nm 2000, b dnh tm nm ti Tng cng ty Whirlpool trong vai tr khc nhau. b tham gia Whirlpool t cc cng ty lut Miller, Canfield, Paddock v Stone, ni b l mt lut s chuyn v lut lao ng. Trc , c lm vic nh mt nh phn tch ti chnh cho Goldman Sachs ti New York v dnh mt nm lm vic ti vn phng ca cng ty ti London. B Derby c bng c nhn ngh thut t i hc Harvard v l mt Thc s Qun tr Kinh doanh v Bc S t i hc Notre Dame. B l mt thnh vin ca Hip hi Bar Michigan v X hi. B Derby cng l Ch tch Hi ng qun tr ca Toys "R" Us Children's Fund.
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Dan Caspersen Ph ch tch iu hnh, Nhn s Toys "R" Us, Inc
Dan Caspersen c b nhim lm Ph ch tch iu hnh, Nhn s cho Toys "R" Us, Inc thng 5 nm 2006. Trong chc v ny, ng Caspersen chu trch nhim v vic thu ht v pht trin ti nng, tng thng, bi thng, quan h nhn vin, truyn thng ni b v bn ngoi, v cc xu hng v s i mi cho tt c cc n v ca cng ty trn ton th gii. Trc khi tham gia Toys "R" Us, Inc, ng Caspersen dnh 25 nm ti Tng cng ty Target trong vai tr ph ch tch, ph trch nhn s ti cc ca hng v ph ch tch, Nhn s cho Tr s chnh. Trong vai tr ny, ng Caspersen chu trch nhim v bin ch, quan h nhn vin, o to, pht trin, bi thng v thc hin quyn li cho 300.000 nhn vin ti 1.500 ca hng. Trong nhim k ca ng vi cng ty Target, ng tri qua by nm l Ph ch tch iu hnh, Nhn s cho Mervyn's, mt b phn ca Target ng Caspersen c bng c nhn Khoa hc Qun tr Kinh doanh v Thc s m thut cng nghip ca Trng i hc Minnesota. David J. Schwartz Ph ch tch iu hnh, Tng Lut S, Toy "R" Us, Inc Vi vai tr l ph ch tch iu hnh, Tng Lut S, Toys "R" Us, Inc, David Schwartz chu trch nhim cho tt c cc vn php l v quy nh trong cng ty. ng Schwartz gim st mt i ng lut s rt nhiu nhng ngi thc hin chc nng php l trong nhiu lnh vc, bao gm c bt ng sn, vic lm v lao ng, s hu tr tu, tranh tng, tun th quy nh v chng khon. ng Schwartz gia nhp Toys "R" Us, Inc vo nm 2001 nh l ph ch tch, Cng ty Lut S, v c thng Ph Tng Lut S vo nm 2002. Trong vai tr ny, ng tr thnh trch nhim qun l b phn php l ca t
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chc. ng Schwartz c t tn l ph ch tch, Tng th k Lut S v Cng ty trong nm 2003, v trong nm 2008, c b nhim vo Ban chp hnh. Sau ng nhn trch nhim chng trnh m bo cht lng v an ton ca cng ty. ng Schwartz c thng chc ph ch tch iu hnh trong nm 2009. Trc khi tham gia Toys "R" Us, Inc, ng Schwartz l mt i tc ca cng ty ti Anderson, Kill & Olick, PC, ni ng chuyn v cc v sp nhp v mua li v hnh thnh cc qu u t t nhn. ng Schwartz gi bng c nhn kinh t t i hc Duke, mt bc st i hc Pennsylvania Trng Lut v Thc s Qun tr Kinh doanh t i hc Columbia Business School. ng Schwartz l tng gim c ca Toys "R" Us Children's Fund v Toys "R" Us, Ltd Nht Bn
R rng, cng ty c mt i ng nhng nh lnh o c kinh nghim, h tng gi nhng vai tr iu hnh khc nhau ti nhiu t chc trong mt thi gian di. Bn cnh , h cng c nhng tin nht nh t vic c o to bi bn. B my lnh o vi nhng con ngi c tm nhn ln chuyn mn trn l mt ti sn chin lc, gip cng ty pht trin, hot ng ng hng. b. Cc ngun danh ting Danh ting l mt ngun lc v hnh quan trng to nn li th cnh tranh. Hnh thnh ch yu t cc hot ng, sn phm, dch v v truyn thng vi cc bn hu quan, danh ting l kt qu ca nng lc th trng c cc bn hu quan nh gi vt tri trong nhiu nm. i vi khch hng Toys R Us ni ting l nh kinh doanh cc mt hng dnh cho tr em ln nht th gii vi 15.000 sn phm phong ph v a dng, trong c cc sn phm c quyn, lun thu ht khch hng thuc mi la tui. Cc ngi sao Holywood u a con ci ca h n y mua chi, iu cng lm cho
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QUN TR CHIN LC
danh ting ca Toys "R" Us c nh bng hn bao gi ht. Khi n thm bt k ca hng no ca Toys R Us, khch hng nh lc vo mt th gii chi phong ph vi loi t truyn thng cho n hin i, ngay c cc nhn hiu ni ting nh LEGO v Barbie cng c mt. n nhng bc ph huynh cng d dng b cun ht bi v s nhng tr chi in t, cc phn mm v nhng thit b in my trong nhng khu dnh ring. Bn cnh , cc c gi nh cng c th tm cho mnh nhng quyn sch ng trong gian hng sch thiu nhi. Ngoi ra, ti Toys R Us cc khch hng cng c th tm c cho mnh nhng loi giy gi qu, thip, trang tr v c nhng vt dng trong cc ba tic. T khi c thnh lp cho n by gi, tri qua mt thi gian kh di, danh ting ca Toys "R" Us ngy cng c cng c v gia tng. C nhng lc cng ty chim n 22% doanh s ca th trng ton nc M, tr thnh mt a im m bt k tr em no cng mun n la cho mnh mt mn ng . Thi gian qua, trong n lc mang li cho khch hng cm gic d chu thoi mi, Toys R Us c gng ci thin h thng ca hng v dch v cng nh cc lnh vc kinh doanh ca mnh. Khch hng c th tm qu tng v t hng ngay trn nhiu trang web thng mi in t ca Toy "R" Us nh toysrus.com, Toysrus.com, Babiesrus.com, eToys.com, FAO.com and babyuniverse.com... Thng 8/2000, Toys R Us lin kt vi amazon.com vi mc tiu gip cho khch hng c th chn v mua sn phm online thun tin hn. Tuy sau khng lu lin minh ny b ph v, Toys "R" Us vn pht trin dch v bn hng qua mng cho khch hng. Kt qu, hin ti khch hng c th la chn, t hng khng ch ti h thng ca hng ca Toys "R" Us trn 33 quc gia khc nhau m cn nhng trang web ca chnh hng. Cc sn phm c quyn ca Toys R Us cng gip mang n cho khch hng cc mu chi c o bn cnh nhng loi thng c a thch khc. Ngoi ra, cc ca hiu ca Toys R Us cng mang khng kh rt ci m, thoi TOYS R US.INC Trang -58-
QUN TR CHIN LC
mi v gn y, h cn ci tin dch v khch hng nhm m bo mi ngi u c chm sc tn tnh. Bn cnh , Toys R Us cng thm vo h thng ca hng ca mnh nhng trung tm pht trin nhn cch tr em Imaginarium, mt dy chuyn ca hng chi c Toys R Us mua li t nm 1999. Khng ch in m trong tm tr khch hng v ph hng rng, Toys "R" Us cn ni ting vi nhng chi an ton, cht lng, dch v tha ng, nu c li sn xut trn bt c sn phm no, khch hng c tr li, hon tin. Ni n chi, h ngh ngay n Toys "R" Us, ngh n Toys "R" Us l ngh n sn phm cht lng. C th ni, Toys "R" Us l la chn tuyt vi trong nhiu hng bn l chi tr em cho cc ng b b m v tt nhin l cho nhng em nh, i tng chnh ca ngnh hng ny. Toys "R" Us khng ch ni ting vi thng hiu chnh l Toys "R" Us m cn vi nhng nhn hiu khc nh Babies R Us, Kids R Us, v nhiu nhn hiu nhiu quc gia khc nhau trn th gii. Chnh danh ting ca Toys "R" Us l s m bo cho mt lng khch hng trung thnh v thng xuyn, em n th phn ng k cho Toys "R" Us trong th trng bn k chi nc M. i vi nh cung cp Vi sc mnh ca ngi chim doanh s mi tm phn trm th trng chi ton nc M v c coi l thnh cng th trng nc ngoi c bit l Hn Quc v Nht Bn, ni m Wall-mart tht bi, Toys "R" Us l mt ngi mua quyn lc i vi nh cung cp. H c nhng li th cnh tranh do nng lc th trng mang li. Tuy mua vi gi r v b b bi nhng v p gi nh cung cp trong thi gian qua nhng xt v trn tng th, Toys "R" Us vn c danh ting vi nhng nh cung cp chi: v tnh hu hiu, hiu qu, h tr, cc tng tc v mi quan h cng c li. III. CHUI GI TR V S SNG TO GI TR TOYS R US.INC Trang -59-
QUN TR CHIN LC 1. Cc hot ng chnh a. Marketing v bn hng
- Cc chin lc Marketing vi cc nhn vt tng trng nh hu cao c Geoffrey em li thnh cng rc r cho Toys R Us v to c mt tro lu khi khin cho cc khn gi ln b phi ngn nga I dont wanna grow up, Im a Toys R Us kid!. C th ni y l mt chin lc Marketing thnh cng to c hnh nh cng ty thn thin thng qua hnh nh ch hi cao c vui tnh v d thng. Cng ty cn t chc nhng cu lc b nh GeoffreyFun di hnh thc phi thng mi, chiu on qung co vui v v nhn vt hu cao c Geoffrey c lng ting bi Jim Hank- anh trai ca din vin ni ting Tom Hank trn cc knh truyn hnh v truyn thanh nhm gy n tng cho nhng a tr v b m chng. - Trong nhng chin lc qung co mi Toys "R" Us nhc nh tt c mi ngi rng "Cha bao gi cc em nh ca Toys "R" Us li hnh phc n th!". Qung co ny tp trung vo li cam kt ca hng dnh cho cc gia nh v vai tr ca chi trong cc mi quan h gia nh trung thnh vi cam kt ca ngi sng lp Retailer is fun v tng th phn ang b p o bi Wal-Mart b. Dch v bn hng Ngnh bn l to gi tr cho khch hng khng ch gi thp cn to gi tr thng qua cung cp dch v. Nhng ci tin mi v thit k cng nh nh hng li ca hng cho php cng ty to chm sc nhiu hn n khch hng. T vic b cho l nh bn l vi phong cch phc v km, Toys "R" Us tin hnh nhiu ci tin trong dch v h tr thch nghi trong mi trng cnh tranh gay gt nh hin nay. Cc n giao hng ca Toys "R" Us c nh gi ng hn 99% cng nhng h tr v hon tr chi ph mua hng nu pht hin sai st, tng cc phiu gift card cho khch hng duy tr mi lin h lu di. TOYS R US.INC Trang -60-
QUN TR CHIN LC
Cc nh lnh o cp cao Toys "R" Us cho rng h khng ch bn sn phm m cn c dch v phc v khng ch tr em m c gia nh, khng ch chi m c nim vui hng n vin cnh Putting joy in kids hearts and a smile on parents faces. 2. Cc hot ng h tr a. Thu mua Qun tr hot ng thu mua hiu qu l mt trong nhng hot ng to nn gi tr cng ty. N c bit c ngha vi Toys "R" Us v n l cng ty theo ui chin lc tp trung vi cch tip cn chi ph thp, trong , cng thc chnh l mua r, bn r. b. H thng thng tin H thng thng tin thng sut cng gp phn to ra gi tr cho Toys "R" Us. N to nn kh nng ct gim chi ph cc khu qun l t cng ty c th tip tc thc thi chin lc gi thp ca mnh. H thng thng tin cng gip cng ty c nhng la chn chin lc sng sut, nh gi nhn nh nhu cu, th trng, lm cho n kh nng am hiu tm l nhu cu ca khch hng to nn s p ng khch hng vt tri. c. R&D Nghin cu v pht trin trong dch v khc vi trong sn xut, hot ng R&D trong dch v sng to nn nhng phng php qun l hiu qu, qua h thp chi ph. Mt vn xy ra vi h thng ca hng ln ca Toys "R" Us khi h nhn thy tn sut khch hng tr li ca hng l hn 6 thng trong khi cc i th ca h lun c khch hng quy li hng tun, iu ny khin Toys "R" Us quyt nh st nhp ca hng c hot ng km hiu qu vo chui ca hng c tn s khch
TOYS R US.INC
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QUN TR CHIN LC
hng cao nht (1 thng/ln) l Babies R Us theo hnh thc In one roof H tp hp cc ca hng hot ng km vo ca hng ln v tin hnh thit k li nhm tp trung tin ch vo mt ni duy nht. Loi b nhng ca hng hot ng khng tt tr thnh nhng ca hng nh trong mt ca hng ln l cch m Toys "R" Us tng s a dng cc sn phm, dch v, em li s tin li v thch th cho khch hng v qua cng ty cng h thp chi ph hot ng. IV. NNG LC CT LI Khng phi tt c cc ngun lc v kh nng ca cng ty u tr thnh nng lc ct li. Mt nng lc ct li phi m bo bn tiu chun ca li th cnh tranh bn vng: nh gi, him, kh bt chc, khng th thay th. Cc kh nng tim tng khng tha mn bn tiu chun ca li th cnh tranh bn vng cng khng phi l nng lc ct li. Ch c th t c li th cnh tranh bn vng khi cc i th cnh tranh tht bi trong n lc nhn bn cc li ch chin lc ca cng ty. iu quan trng l chng ta cn pht tho bc tranh ton cnh v ngun lc, t phn tch u l nng lc ct li duy tr li th cnh tranh bn vng da trn cc ngun lc, kh nng . Ch c nhng cng ty thc thi chin lc, da trn nng lc ct li mi c kh nng thnh cng.
Bng nh gi ngun lc ca Toys "R" Us

Ngun lc Ti chnh Danh ting Kh nng thu mua H thng ca hng s hu, nhng quyn, cp php Ngun k thut ng gi X X X X X Him 0 X X X 0 Kh bt chc 0 X X 0 0 Khng thay th 0 X X 0 0
TOYS R US.INC
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QUN TR CHIN LC
Ngun nhn lc X 0

0 0
Gii thch: Ti chnh - ng gi: gip cng ty c th duy tr mt lng hng tn kho khng l, to nn s khc bit, ha gii nhng e da v khai thc cc c hi. - Bn cht ca ngun lc ti chnh l khng him, c th thay th v bt chc c mt cch tng i d dng, bi c nhiu knh thu ht vn u t cng nh cc qu bo him. Danh ting - ng gi: c v n em n cho Toys "R" Us mt v th c quyn lc trn th trng, tng nng lc thng lng i vi cc i tc, th hin qua kh nng mua r, mua c cc mt hng c quyn, v c hng chit khu ln chnh sch tn dng u i c bit hn cc i th khc trong ngnh. - Him: Toys "R" Us gy dng nn mt hnh nh chui ca hng c ph hng khng l, c rt t i th cnh tranh c c kh nng . - Kh bt chc: c tao ra t mt qu trnh lch s lu di, nh pht trin ng thi im, ng v tr. - Bn cnh , danh ting cng l mt ngun lc khng th thay th v n c to lp qua qu trnh hot ng ca cng ty. Kh nng thu mua: - ng gi: ngun lc gip cng ty c th mua vi gi r, iu ct li theo ui chi ph thp, t c th bn r m vn c li nhun. - Him: l mt trong s t cng ty c c kh nng ny TOYS R US.INC Trang -63-
QUN TR CHIN LC
- Kh bt chc: kh nng ny c quan h nhn qu vi v th th trng nn khng phi cng ty no mun bt chc l c th bt chc c. - Khng th thay th: kh nng ny gn lin vi s tn ti v hot ng ca cng ty. H thng ca hng s hu, nhng quyn, cp php. - ng gi: gip p ng khch hng ti a, ti nhiu a im khc nhau trn ton cu - Him: rt t cng ty trong ngnh c th xy dng c h thng nh trn. Ngun k thut: - ng gi: lm cho ngi khch hng bit n v c nhiu s la chn hn, p ng khch hng a dng hn Ngun nhn lc - ng gi: gip cng ty vt qua kh khn, khai thc c hi, to ra gi tr cho khch hng Kt lun: Toys "R" Us c hai nng lc ct li l - Danh ting - Kh nng thu mua Hai nng lc ct li ny to nn th cn bng gip cng ty t c li th cnh tranh bn vng.
D. PHN TCH CHIN LC

I. CHIN LC CP KINH DOANH
TOYS R US.INC
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QUN TR CHIN LC
Toy "R" Us l cng ty u tin sng lp ra m hnh ca hng chuyn doanh. Trong qu trnh tn ti, Toys R Us, khng m rng ht mc cc dng sn phm dnh cho tr em m ch tp trung nh hng ca h vo chi cho tr em. Toys R US l mt chui cc ca hng ch bn chi tr em c gim gi. Ni cch khc, h thu hp nh hng ca h li ch trong phm vi chi. ng l khng bnh thng so vi xu hng pht trin chung nhng cng ht sc hiu qu. V vy cng khng l lng g khi tp ch Forbes gi ng ch ca chui ca hng ny l nh bn l sng gi nht trong th h ca ng. Trong sut hn 60 nm tn ti v hot ng ca mnh, Toy R Us lun p dng chin lc tp trung vi cch tip cn chi ph thp. Tt nhin, do tham vng bnh trng ca mnh, c nhng lc cng ty a dng ha sn phm nhm p ng khch hng tt hn, tng v th cnh tranh ca mnh. Trong s , ta thy c nhng ca hng cng ty thnh cng nh Babies R Us, nhng cng c nhng ca hng tht bi, hot ng km hiu qu nh Kids R Us. Tuy vy, qua nhiu hnh ng chin lc, Toy "R" Us cho thy n s vn theo ui chin lc tp trung vi cch tip cn chi ph- chin lc to nn thnh cng ca cng ty m khng phi i th no cng c th t c Chin lc tp trung ca Toy "R" Us th hin hai yu t: Thu hp nh hng Chng ta hay lm tng mun thnh cng cn phi cung cp nhiu sn phm v dch v hn na, nhng thc t khng hn vy. Trong kinh doanh, nhiu hn c ngha l t hn v t hn cng c ngha l nhiu hn. Lazarus l ngi hiu r iu hn ai ht. Ngay bui ban u, ca hng nh ca ng ch bn mi mt sn phm: l chi tr em. V n p o cc ca hng khc, gy dng thnh cng u tin v l tin cho nhng thnh cng tip theo. Khi cng ty pht trin, n vn theo ng hng trn, c th cc ca hng ca Toy "R" Us
TOYS R US.INC
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QUN TR CHIN LC
ch bn ngnh hng chi, vi tr lng sn phm khng l, v khng th tm thy quy m tng t nh th bt k ca hng no khc. Hnh ng thu hp dng sn phm v dch v m bn cung ng li v cung ng mt dng sn phm hp pht huy ht hiu qu ca mnh ti Toy "R" Us. C nhng lc cng ty m rng hot ng ca mnh trn cc lnh vc khc nh gia dng, sch v o qun tr em. Tuy nhin, vic m rng ph sn phm ca mnh ch lm cho Toys R Us ngy cng tr nn phc tp, ri rm trong vic qun l. Mc d vy, do thc hin chin lc a dng ha lin quan, nn cng ty cng tn dng c ngun lc chin lc ca mnh, t to nn li th cnh tranh nh trng hp Babies R Us. Nhng khng phi trng hp no cng nh th. a dng ha khin cho cng ty ri vo tnh trng ly ngun ny, b cho ngun kia, ly li nhun t hot ng ny b vo thua l cho hot ng kia, ca thin tr a, khng c tnh hiu qu. V vy, khng sm th mun, cng ty s quay li chin lc tp trung vn em li thnh cng rc r lc u cho n. Tr lng su Bc th hai ca cng thc Toys R Us l tr lng tht su. Mt ca hng trung tm c th c n ba ngn mn chi bn trong dp l Ging Sinh. Toys R Us thng xuyn c n mi tm ngn mn chi ca hng ca mnh. Tnh a dng l mt trong nhng l do khin cho mt trn nm mn chi trong tng s bn ra c mua ti nhng ca hng Toys R Us. Tr lng su l mt khi nim kinh doanh quan trng v l mt kt qu trc tip ca bc mt, thu hp nh hng. Bi nu dng sn phm rng, tr lng khng th su. Ngay c nhng ca hng trung tm ln nht cng khng th tn tr n mi tm ngn mn chi nh Toys R Us. Tr lng su chnh l l do lm cho k n sau nh Toys R Us c th thng tr dng sn phm.
TOYS R US.INC
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QUN TR CHIN LC
i vi nhng cng ty theo ui chin lc tp trung, c hai cch tip cn la chn l khc bit v chi ph. Vi nhng nng lc ca mnh, Toys "R" Us la chn cch tip cn chi ph v thc thi n bng hnh ng chin lc: Mua r Trong lc hu ht cc nh bn l khc u kim li t vic bn sn phm, Toys R Us li kim li t vic mua sn phm. Vic c th bn n 20% trong qu kh v hin ti l 18% tng s chi c bn ra ca c nc M, em n cho Toy R Us mt li th to ln. N tr thnh mt ngi mua quyn lc i vi cc nh cung cp. T Toy R Us c kh nng tr gi v mua c r nht, thm ch cn c th yu cu cung cp c quyn mt s sn phm. Khi mua c r, n hon ton c th bn r hn cc i th ca mnh nhng vn t c li nhun kch x. Bn cnh , Toy R Us cng ln khng cn phi cnh tranh bng gi bi c th t c mc chit khu cao hn t nh cung cp. Li nhun trung bnh ca Toys R Us l vo khong 45% nhng thay i ty theo mt hng. Vi cc sn phm gi cao, li nhun ca h thp hn rt nhiu so vi cc sn phm r tin hn. l mt kiu nh gi theo kiu cn co v dao lam. Nhng b my chi game l cn co vi phn li tht thp v cc a tr chi l dao lam vi t l li nhun cao hn nhiu. Bn r Nh mua r hn nn Toys "R" Us cng c th bn r hn, t c th to thnh nhng p lc khng l ln cc i th cnh tranh. Ch bn r khng thi l cha , nh cc i th ca Toys R Us tng phi i mt khi ch thc hnh v th hai ny. C Child World v Kiddie City lin tc bn gim gi trong nhiu nm qua m chng th ginh c li th trc Toys R Us. L do tht n gin, h ch c th bn r ch khng th mua r nh Toys R Us. TOYS R US.INC Trang -67-
QUN TR CHIN LC
Cui cng, sau nhng hnh ng chin lc trn, Toy "R" Us thng tr dng sn phm v t c phn thng ln nht. l c hng tnh li th theo quy m, v ca ngi mua c nng lc thng lng cao. Nhng nu so vi Wall mart, t sut li nhun ca Toys "R" Us thp hn, l do l chi ph qun l ca Toys "R" Us n 19% trong khi Wal-Mart ch 15%. L do to thnh t l chi ph cao hn ny Toys R Us l do chui ca hng ny mt nh hng tp trung. Tc ng trc tip ca vic m ra cc ca hng Kids R Us v Books R Us lm tng thm chi ph bn v chi ph qun l ni chung. Thi gian gn y, e da n t Wall - Mart tng khin cho Toys "R" Us mun duy tr v th ca mnh buc phi ng ca nhng n v kinh doanh khng hiu qu, ti c cu li nhng n v hnh thnh trong qu trnh a dng ha trc y ca mnh, c th: Toys "R" Us KidsWorld Mt m hnh siu ca hng c gii thiu nm
1996 Elizabeth, New Jersey gn ca hng ni tht IKEA. Chui ca hng ny d c t chc li hot ng trong Toys R US v Babies "R" Us vo nm 2006 Toys "R" Us/Kids "R" Us Mt nhn hiu ca Toys R Us khng cn hot
ng t nm 2003 Geoffrey's Toys "R" Us/Geoffrey Ca hng cung cp chi, hng ha
cho tr nh, qun o tr em, hin nay ch hot ng mt s bang nh Wisconsin, Kentucky, San Antonio, Austin, Texas v ang c thit k li sau mt thi gian hot ng c lp km hiu qu. II. CHIN LC TRONG MI TRNG TON CU 1. Chin lc trong mi trng ton cu Toys "R" Us c mt trn th gii vo nm 1984 khi cng ty m 2 ca hng u tin ca mnh ngoi nc ti Singapore v Canada. Gn 10 nm sau TOYS R US.INC Trang -68-
QUN TR CHIN LC
, tng thng M George H. Bush n khai trng ca hng Toys R Us u tin Nht Bn. V hn 20 nm sau Toy RUs quc t trc tip hot ng, cp php v nhng quyn hn 670 ca hng Toy RUs v khang 35 ca hng Babies R Us ti 35 quc gia ngoi Hoa K bao gm c, Canada, Php, B o Nha, Anh..v..v.. T M, cng ty p dng s khc bit ca mnh vo mi quc gia m n t chn vo, l s khc bit trong phng thc kinh doanh. Nhng ca hng Toy R Us y mu sc v rt c o trong cch bi tr v trang tr ni tht, v c bit l ch chuyn bn hng ha cho tr em, l mt s mi l i vi ngi tiu dng cc quc gia nh Nht Bn hay Vng quc Anh. chi c ly t khp ni trn th gii v c cc nc m cng ty t ca hng, iu ny rt hu ch cho vic vn chuyn hng ha v tit kim chi ph cho thu quan nu nhp khu. Tuy nhin Toy RUs vn c th to ra s khc bit t chnh nhng sn phm so vi i th cnh tranh, bng cch thc hin chin lc bin ca hng thnh mt a im gii tr gia nh ch khng phi ch l mt ca hng bn l thng thng v iu li cun cc bc ph huynh dn theo con ci vo gii tr trong nhng dp cui tun hay ngy l. Tuy nhin, v l cng ty cnh tranh trn ton cu nn Toy RUs vn phi i mt vi hai sc p cnh tranh l : Sc p gim chi ph v sc p p ng nhu cu theo a phng. a. Sc p gim chi ph Ti cc th trng mi nh Anh Quc hay Canada, c s hin din ca Walmart, th sc p gim chi ph l cc k ln. Chin lc chi ph thp ca Walmart trong tt c cc mt hng trong c c chi t Toy RUs vo tnh th phi gim chi ph tn ti. Tuy nhin cng ty khng i theo hng m tp trung vo chin lc to s khc bit v phc v nhu cu khch hng.
TOYS R US.INC
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QUN TR CHIN LC
u tin l thit k ca ca hng, cng ty thc hin chng trnh thit k c tn l Concept 2000. Ca hng c thit k theo kiu trng ua, vi cc li i theo hnh oval vng quanh cc k hng, v c bit l s xut hin ca cc hnh mu chi c kch thc nh vt tht theo cc hnh ngi hay th vt. Chnh li thit k ny to dng hnh nh c trng trong tm tr ngi tiu dng, v c bit chng rt cun ht tr nh, khch hng chnh ca cng ty. n tng v s khc bit gip cng ty cnh tranh vi cc ca hng Walmart bnh thng, v chnh iu ny s gip cng ty c th nh gi cao hn nh nhng gi tr m khch hng cm nhn. Cng ty cn xy dng cc siu ca hng c din tch n 90.000 mt Anh, v tch hp c chui bn l trong , c gi l ca hng Kidworld. Nhng ca hng ny cung cp nhng mt hng tng t nh cc ca hng khc kt hp vi chui ca hng dch v nhanh thc n, tr chi ko qun, quy ru, ct tc, chp nhy thc s l mt thin ng gii tr cho tr em ni ring v c gia nh ni chung. mi ca hng u c trung tm thng tin khch hng nhm phc v tt hn cho cc bc ph huynh v tr em n mua sm. ng k qu tng cho tr cng tr nn sn sng hn mi ca hng, cho php khch hng qut qua nhng la chn ca h khp ca hng vo mt phiu ng k, thng qua vic dng my qut cm tay. S hp dn khch hng cn bao gm nhng khu vc m t cc tng c bit, nh ca hng Toy Story v Video Test Drive. Cc ca hng cng s nhn mnh hn vo s pht trin cc nhn hng c nhn hay cc sn phm c quyn t cc nh cung cp chin lc. Nh vn dng chin lc to s khc bit v hng n nhu cu khch hng m Toy RUs trnh c sc p gim chi ph, c th cnh tranh tt vi cc i th nh Walmart. b. Sc p p ng a phng
TOYS R US.INC
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QUN TR CHIN LC
Sc p p ng a phng pht sinh t nhng khc bit v th hiu v s thch khch hng, nhng khc bit v cu trc h tng, v knh phn phi v cc thi quen truyn thng, nhng khc bit v knh phn phi v cc nhu cu ca chnh ph s ti. Khi hot ng trn mi trng ton cu, t Chu u n Chu , Toy RUs phi i mt vi s khc bit v vn ha, th hiu v thi quen mua sm ca ngi dn nc s ti so vi chnh quc l M. Tuy nhin, cng ty cng bit vn dng chin lc hp l c th ng u vi sc p. Khng nh cc cng ty a quc gia khc thng vn dng chin lc hot ng v cung cch phc v ca c s chnh quc vo cc quc gia s ti khi u t ra nc ngoi, Toys RUs s dng chin thut Nhp gia ty tc, o giang ty khc, hay ni cch khc l a phng ha, tc l phc v theo thch v th hiu ca ngi dn nc s ti da trn vic kt hp vi cng ty bn a. Cu chuyn Hn Quc l mt v d in hnh. Hn Quc l mt th trng bn l ni ting kht khe i vi cc doanh nghip nc ngoi. Khi u t vo Hn Quc, tn dng s am hiu a phng, Toys "R" US k mt hp ng nhng quyn thng mi vi Lotte Shopping, cng ty con ca Tp on Lotte chuyn v bn l v kinh doanh khch sn, v cho cng ty ny c lp iu hnh chui ca hng ca mnh. Lotte mun mt thit k hon ton mi i vi cc ca hng chi nhm to ra khng kh ca "cng vin gii tr" v cho tr em chi th chi ngay ti ch. Trnh xa khi nim nh kho, Lotte trang tr nm khu ring bit trong ca hng vi cc bi cnh khc nhau nh nhng v sao, mt trng, mt tri, n thn Rng ng, di Ngn h v khu vc ng k c thit k nh nhng on tu. Nh bn l Hn Quc cng c gng bin ca hng rng hn 3.300 m2 thnh mt a im lui ti thng xuyn ca tr em. Doanh nghip ny cho php khch hng chi nhng tr chi n khch nh Wii ca Nintendo, PlayStation 3 ca Sony v Xbox 360 ca Microsoft, v thit k mt ng ua cho cc chic t TOYS R US.INC Trang -71-
QUN TR CHIN LC
chi iu khin t xa. Nhng a im tri nghim khc bao gm khu chi xp hnh Lego, cu trt, v nhng chi gio dc tng tc ca LeapFrog. Cc mt hng phc v gio dc cng c ch hn, nh nhng sch dy ni ting Anh i cng vi nhng hng dn minh ha dnh cho tr em t 1 n 2 tui v nhng bng in t nh nhm mc ch gip tr em la tui mm non lm quen vi cc con s. y l chin lc thu ht nhng bc cha m Hn Quc c bit coi trng vic gio dc cho tr nh. iu ny rt quan trng mt t nc dnh 7,5% GDP cho gio dc, hn bt c quc gia cng nghip ha no v l cn cha k n gn 40 triu USD cc bc cha m Hn Quc b ra hng nm cho vic hc thm ca con em mnh. Ch trong vng hn nm thng k t khi Toy "R" US m ca hng u tin ti Hn Quc vo ngy 08/12, thnh cng n ni tip thnh cng kia n vi hng. Ca hng u tin, t ti Guro, mt khu dn c khng ly g lm ni bt ca Seoul, bo co doanh s bn hng hng thng trung bnh l 1,2 triu USD, mc cao th nh trong s 212 ca hng nhng quyn thng hiu ca Toy "R" US ti 24 quc gia. Cu chuyn Hn Quc l mt thnh cng ca Toy "R" US trong vic ng u vi sc p a phng nh chin lc nhng quyn thng mai vi i tc bn a. 2. La chn chin lc Cc cng ty s dng bn chin lc c bn thm nhp v cnh tranh trong cc mi trng quc t bao gm: Chin lc quc t, Chin lc a ni a, Chin lc ton cu v Chin lc a quc gia. Cc trng hp m mi chin lc t ra thch hp nht c m t nh hnh v. Nh p dng chin lc gy khc bit v am hiu a phng nh c phn tch trn, Toys R Us la chn chin lc quc t thm nhp cc th trng mi. Vi cch lm ny, tuy sc p v chi ph v p ng a phng cao nhng cng ty vn thnh cng
TOYS R US.INC
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QUN TR CHIN LC
v c u th nht nh trn th trng. Hn na vi c trng khng phi l cng ty sn xut m l cng ty bn l nn chi ph sn xut v iu hnh khng cao v t gy nh hng nhiu cho cng ty. V vy c th ni i vi Toys R Us th chin lc quc t l ph hp.
Sc p gim chi ph
Cao Chin lc ton cu Chin lc xuyn quc gia
Thp Thp
Chin lc quc t
Chin lc a ni a
Cao Sc p p ng a phng
3. Phng thc thm nhp Toy R Us s dng phng thc cp php v nhng quyn khi tin hnh m rng kinh doanh ra th trng ton cu. Vi gn 700 ca hng ti hn 35 quc gia trn th gii, Toy R Us xy dng c mt chui lin hon cc ca hng v ph sng thng hiu ra khp cc chu lc, c th nh ti Chu l: n , Trung Quc, Brunei, Nht Bn, Malaysia, Philippines, Singapore, Hn Quc, Thi Lan; ti Chu u l: an Mch, Anh Quc, Phn Lan, Php, c, , Thy in; ti Chu Phi l: Nam Phi, Ai Cp; ti Chu i Dng l: c v ti Chu M l: Hoa K, Canada TOYS R US.INC Trang -73-
QUN TR CHIN LC
Vic cp php kinh doanh mang li li ch cho Toy R Us l cng ty khng phi chu cc chi ph pht trin v ri ro lin quan n vic m rng th trng ra nc ngoi, nh vy nn cng ty c th to dng mt s hin din nhanh chng v rng ln nh trn. Tuy nhin, bt li khng phi l khng c, bt li ln nht ca Toy R Us trong vic cp php m rng hot ng ra ton th gii l thiu kh nng kim sot chin lc. Mt khi cc cng ty c cp php hin hu ti mt quc gia vi thng hiu v hnh nh ca Toy R Us th n s truyn thng ip n khch hng v cht lng sn phm ca cng ty. Tuy nhin cc cng ty c cp php c th khng quan tm n cht lng m ng ra h phi m bo, cht lng km khng ch lm mt doanh s th trng nc ngoi m cn lm gim danh ting ton cu ca cng ty. Trc bt li ny, Toy R Us thc hin chin lc ng nht trong cc hp tc vi i tc bn a, tc l cc hp ng vi cc iu khon v thit k ca hng hay dch v khch hng ging nhau trn ton th gii. Cc cng ty c cp php phi cam kt thc hin ng theo nhng tiu chun m cng ty Toy R Us t ra v c cc trao i tnh hnh kinh doanh thng xuyn vi cng ty chnh. Nh vy m cht lng sn phm v hnh nh ca Toy R Us c tiu chun ha v ng nht, gip tng gi tr cm nhn khch hng d bt k u III. CHIN LC CNG TY 1. Tp trung vo mt lnh vc kinh doanh n l Mt c trng trong cc chui bn l M l lun tm cch a dng ha mt hng nh Wal-Mart tm cch m rng chui sn phm, kho hng khng l ca mnh; mt s cng ty bn l khc nh Sears tm cch a dng ha ngnh kinh doanh ca h sang cc ngnh mi nh ti chnh, bt ng sn. Ring Toys R
TOYS R US.INC
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QUN TR CHIN LC
Us l mt v d in hnh cho chui ca hng kinh doanh cc mt hng chuyn dng v tr em nh chi, qun o, vt dng tr em, t lt, ging, ni... Gn 60 nm qua, Toys"R"Us tr thnh mt a ch a thch cho tr em cng nh ngi ln vi b su tp n tng v chi, game, th thao, in t, phn mm, cc sn phm cho tr s sinh, qun o tr em v ni tht khc. L nh bn l chi ton cu, Toys"R"Us vn lun tip tc theo di cc s liu mua sm chi trn khp th gii c th dn u trong vic nh dng v nh hng cc xu hng chi. Toys"R"Us cung cp 1 s la chn tuyt vi bao gm cc lai chi mi, cc chi truyn thng, cc sn phm c bit ca Toys"R"Us v nhiu gi tr tuyt vi khc trong cng mt ca hiu. Babies"R"Us l nh bn l v chui ca hng chuyn bit v sn phm tr s sinh hng u ti Hoa K cng nh l ngi ng u trong lnh vc cng ngh cho thiu nin. K t khi m ca hng u tin cng ty tri nghim s pht trin nhanh chng trn ton quc. Babies"R"Us chuyn bit ha bng mt b su tp a dng cc sn phm cho tr s sinh v tr nh bao gm cc lai ni v hng ni tht, gh cho tr em ngi trn xe hi, xe y, sa bt, t lt, cc ph kin phng ng, qun o cho tr s sinh n tr 48 thng tui, chi v nhiu lai qu tng c o. L mt chuyn gia v tr em, Babies"R"Us cng cung cp cc dng sn phm c quyn t Wendy, Bellissimo, Koala Baby v Especially for Baby. H thu hp phm vi hot ng ca mnh vo cc sn phm chuyn dng cho tr em v khng c nh m rng sng nhng mt hng tiu dng khc. Cng c mt giai on nhng nh qun tr ca Toys R Us mun m rng ngnh bn l chi tr em sang hng ha tiu dng gia nh tuy nhin vic m rng khng em li kt qu mong mun v h li trung thnh vi linh vc kinh doanh cc sn phm cho tr em.
TOYS R US.INC
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QUN TR CHIN LC Li ch
Vic tp trung kinh doanh nhng mt hng v tr em gip Toys "R" Us tp trung ngun lc vt cht, cng ngh, ti chnh, qun tr tng qut v nng lc cnh tranh. nh hng vo ngnh kinh doanh bn l chi, Toys "R" Us gn cht hn vo cng vic, h to dng cho mnh nhng kin thc su v tr em cng nh tm l cc bc ph huynh. iu ny khin h lm tt hn WalMart trong vic tha mn khch hng cc khu bn hng v dch v. Thng hiu Toys "R" Us dng nh gn lin vi tr em, vi nhng mn chi th v m bt k mt ph huynh s ngh n khi mun tm mua mt mn hng cho con h. 2. Cc hp ng di hn v lin minh Amazon.com Toys "R" Us tng c mt hp ng di hn vi
Amazon.com nhm pht trin vic kinh doanh mt hng chi trn internet. Trong giai on u gia nhp th trng bn l trc tuyn vi t cch l ngi tin phong, Toys "R" Us gp khng t nhng kh khn do khng am hiu th trng, x l cc n hng v giao hng ng hn, hu qu l cng ty l 132 triu vo nm 1999. T y h k kt hp ng di hn vi Amazon.com- mt website bn hng ni ting nhm tit kim chi ph qun l, dch v khch hng v lng hng tn kho. Vic hp tc ny em li nhun cho c hai bn trong vic nng cao danh ting v c nhng khon li nhun kch x, theo c lng ca chuyn gia phn tch Mark Rowen ca Prudential Equity, Toys R Us mang li cho Amazon doanh thu hng nm 100 triu -la M, chim 10% li nhun ca nh bn l trc tuyn ny. Tuy nhin n nm 2006 Toys "R" Us ginh c quyn kt thc hp ng trc hn tp trung pht trin nhng website
TOYS R US.INC
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QUN TR CHIN LC
bn hng c lp nh toysrus.com, etoys.com, babiesrus.com,...nhm thu nhiu li nhun hn t phng thc bn hng mi y tim nng ny. 3. Ma trn BCG Hin nay Toys "R" Us c cc on v kinh doanh chin lc chnh l: Toys R Us. Us: Chui ca hng chuyn bn chi, tr chi, dng c th thao, sch, video, v phn mm my tnh. Toys R Us. International Vi hn 680 ca hng Toys"R"Us v 20 ca hng Babies"R"Us 33 quc gia nc ngoi, Toys"R"Us, International l n v hot ng kinh doanh nc ngoi thnh cng, em li cc sn phm cht lng, gi tr v s la chn a dng trong cng mt ca hng. Babies R Us: Chui ca hng chuyn bn l cc sn phm cho tr s sinh chuyn cp ni, xe y, sa bt, t tr em, gng ng, chi o qun kch c cho tr em di 28 thng. Cc website bn hng trc tuyn: Toysrus.com, babiesrus.com, etoys.com,...
TOYS R US.INC
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QUN TR CHIN LC
n v kinh doanh 1. Toys R Us 2. Babies R Us 3. Toys R Us International 4. Website bn hng
Th phn tng i Cao Cao Thp Cao
T l tng trng Thp Cao Cao Cao
TOYS R US.INC
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QUN TR CHIN LC
i vi SBU b sa (Toys "R" Us Us) y l SBU c v th cnh tranh mnh trong mt ngnh chi bo ha. l do n dch chuyn xa xung di so vi ng cong kinh nghim nn n c li th cao v l ngun pht sinh ngn qu mnh m. Tuy nhin, tc tng trng li nhun khng nhiu. Cng ty duy tr v thu hoch b sa ny v cng s dng n h tr cho SBU du hi v nui dng SBU ngi sao. i vi SBU ngi sao (Babies R Us v cc website bn hng), y l SBU mang li t l tng trng cao cho cng ty v li nhun lu di hp dn, v SBU du hi (Levi Strauss ti chu u) ni n cha cc c hi li nhun v tng trng lu di. Do cng ty s tip tc u t thm nhiu v pht trin cho chng. i vi SBU du hi (Toys "R" Us international) y l SBU c th phn tng i thp nhng n cha cc c hi li nhun v tng trng lu di
4. Mua li TOYS R US.INC Trang -79-
QUN TR CHIN LC
Sau khi h gc cc i th cnh tranh bng chnh sch gi thp Toys "R" Us tin hnh mua li nhng i th c sc mnh th trng ln nh chui ca hng chi ca Anh KB Toys v FAO Schwarz. Toys "R" Us khng nhng mua li thng hiu m cn tt c cc ti sn tr tu, cc a ch ngun URL, website bn hng. Nhng cuc mua bn ny din ra vo nm 2009 cng vi nhng hot ng mua li cc website bn hng trc tuyn ni ting nm trong chin lc thu tm sc mnh th trng v ginh li v tr ng u trong ngnh bn l chi tr em. a. Li ch Li ch ln nht l Toys "R" Us dt c trogn vic thu tm cc cng ty bn l ph sn trong ngnh l tng sc mnh th trng ca h. Thng qua vic mua li, cng ty khai thc c chui ca hng bn l c sn cng lng khch hng trung thnh sn c. Tip theo, Toys "R" Us tch hp c ti sn ca cc cng ty bn l bao gm cc bng pht mnh, cc linh vt, v cc ti sn hu hnh v v hnh khc nhm cng c nng lc ct li ca mnh. b. Kh khn Toys "R" Us gp nhng kh khn v ti chnh sau khi h tin hnh mua li hai tp on bn l ni ting vo nm 2009, t l n tng cao lm cng ty khng t c mc li nhun nh mong mun. Bn cnh vic mua li cng lm tng chi ph cho cc hot ng o to ngun nhn lc, qun l nhm cng hng hot ng 5. Ti cu trc a. L do ti cu trc Trong nhng nm 60 v 70 Toys "R" Us n lc qut sch cc i th cnh tranh nh hn- cc ca hng chuyn bn chi- bng cc chnh sch gi thp v
TOYS R US.INC
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QUN TR CHIN LC
mt hng sn phm rng, Toys "R" Us gp phi nhng kh khn t nhng nh bn l chuyn chit khu nh Wal-Mart v Target. Nhng nh lnh o Toys "R" Us phi i mt vi vic ct gim chi ph v duy tr li nhun. Nm ti chnh 2003 Toys "R" Us gnh chu mc st gim li nhun trm trng n mc 62%, li nhun cng ty l 88 triu la trong khi doanh s bn hng vn duy tr mc 11,6 t la. iu ny khin Toys "R" Us cng b s thc hin ti cu trc v gim chi ph tr s kinh doanh chnh v cc ca hng ti M vi mc ct gim 125 triu la v gim 150 triu la cho cc hot ng u t nc ngoi. Ngoi ra cng ty cn thc hin gim gi gii phng tn kho v tng tin mt. Nhn thy rng mt ca hng bn chi tr em n thun khng sc ko mi ngi n vi n, cng ty m rng chui c tc pht trin kinh doanh cao nht l Babies R Us- chui ca hng bn qun o tr em, ph kin, hng tiu dng ln 16 siu ca hng a s lng ca hng ny ln n 200. Bn cnh cng cng ty cng dp b nhng ca hng ln hot ng km hiu qu nh Kid R Us, KidWorld, SuperStore,.. v tin hnh st nhp cc ca hng nh nh Books R Us, Studio Alice, Geoffrey...vo nhng ca hng ln vi mc ch gim chi ph hot ng v tng tin li v hp dn khch hng. b. Cc chin lc rt lui Mc d v mt chui ca hng chuyn dng v cc sn phm tr em, nhng Toys "R" Us cng c tham vng m rng vo nhng mt hng tiu dng ph thng tng bc m rng dng sn phm khng ch cho tr em m cn phc v cc bc b m, tr thnh ca hng one-stop- ni cung cp cc mt hng tiu dng ca cc gia nh.
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QUN TR CHIN LC
Tuy nhin, vic thm vo cc mt hng tiu dng nh m ng, giy v sinh, khn giy, cc loi thuc ty ra...gp nhiu phn ng t khch hng. H cho rng mt ca hng chi khng nn xut hin cc mt hng tiu dng hng ngy, vic ny s nh hng n vic vui chi ca con ci h, iu ny nm ngoi d kin ca Toys "R" Us trong vic tch hp s tin li cho b m i mua sm trong khi con ci ca h vui chi. Nhn thy nhng phn ng khng tt t khch hng, Toys "R" Us loi b nhng mt hng ra khi chui ca hng v tip tc chuyn tm vo cc mt hng chi v tiu dng cho tr em.
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Bai Nghien Cuu Toys R Us-Hc

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Bai Nghien Cuu Toys R Us-Hc

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QUN TR CHIN LC

GVHD: TS. Nguyn Thanh Lim MC LC

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QUN TR CHIN LC Toys R Us international

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Nng lc thng lng ca ngi cung cp

Nng lc thng lng ca ngi mua

S ganh ua ca cc cng ty hin c

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QUN TR CHIN LC c) Cc iu kin nhu cu

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QUN TR CHIN LC a) im mnh (Strengths)

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LI TH CNH TRANH Dn o chi ph

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