2001

Nike v th trng Trung Quc

NGUYN TH HNG ANH PHAN H HONG BO TRN H THY HNG KIU BCH NGC PHM TN PHT NGUYN NG TON

TC1 TC1 TC2 TC2 TC2 TC2

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MC LC:
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S LC C IM TH TRNG MI NI - TRUNG QUC

A. M hnh doanh nghip A.1 S lng cng trong qun l A.2 M hnh ph hp cho World Shoe B.1 nh v B.2 nh gi B.3 Tiu chun nh gi thnh cng B.4 Xy dng quan h vi i tc mi B.5 Xy dng ngun nhn s C.1 M hnh sn xut hin ti C.2 xut m hnh sn xut D.1 M hnh phn phi hin ti D.2 Phn phi trong th trng mi ni D.3 Quan h vi nh bn l E.1 M hnh qung co hin ti E.2 xut chin dch qung co mi F.1 Doanh thu hay doanh s? F. D bo G. Pht trin bn vng F.2 Cc c s cho d bo F.3 D bo G.1 World Shoe v triple bottom line G.2 Pht trin bn vng

02 05 07 07 09 09 10 10 11 13 13 15 15 17 18 18 20 20 20 21 22 23 24

B. Nhng thay i trong chin lc

PHN TCH TNH HUNG

C. Sn Xut D. Phn phi v bn l E. Qung co v khch hng

KT LUN CC CU TR LI

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S LC
Cc th thch World Shoe ang phi i mt: Sau nhiu nm tng trng n tng u thp k 90, doanh thu bn hng ca Nike st gim lin tip trong hai nm 1999 v 2000. Nhng thnh qu tng trng mnh m gip Nike tr thnh nh sn sut v thng hiu s mt trong ngnh giy th thao dnh cho phn khc trung cao cp. Nhng s tng trng cng n im bo ha. duy tr tng trng doanh thu, Nike khi ng mt chin dch c tn World Shoe, nhm m rng n nhng th trng mi ni tim nng. Trung Quc l trung tm ch ca chin dch World Shoe. Nm 1996, mt nhm nghin cu nh, cn gi l Emerging Market Task Force, c thnh lp xy dng k hoch xm nhp cc th trng mi ni ca Nike. K hoch c ra c th cho Trung Quc bao gm: Quc ni ha sn xut: cc nh my ca Nike s mua nguyn vt liu t th trng nc s ti, bng ng tin s ti sn xut v sau sn phm cng c bn ra th trng ca nc s ti. Thit k sn xut: Thay v phi tn nhiu chi ph iu chnh dy chuyn sn xut p ng cc yu cu thit k ca dng giy cao cp; World Shoe c thit k n gin hn thun tin cho vic sn xut i tr; nhm gim thiu chi ph. nh v th trng: Th trng c chia thnh 5 phn khc. Trong phn khc 4, 5 khng c xc nh qua thu nhp m qua cc c im v t nhin hoc x hi. Cc phn khc 1, 2, 3 c xc nh da trn quy m dn s v thu nhp. Phn khc 3 (gm Trung Quc, n ) l cc nc c khong mt t dn, thu nhp bnh qun u ngi trn 2000 USD/ nm. y chnh l phn khc m Nike nhm ti. D bo: Nike k vng nm 2000 doanh thu tng 10 ln v tng gp i trong nm 2001, t 356 triu USD v sn lng cng t n mc 930,000 i giy trong nm . Gross margin d tnh trung bnh 40%. Phn phi: S dng h thng phn phi sn c, vn ginh cho dng sn phm trung cao cp. Trong , Trung Tm Phn Phi Thng Hi m nhn trch nhim phn phi chnh cho tt c cc dng sn phm. Knh phn phi ch yu tp trung 3 thnh ph ln l Thng Hi, Bc Kinh v Qung Chu. Nm 1998, Tom Hartge, vi kinh nghim th trng cc nc M Latin, c chn lm ngi lnh o cho chin dch thm nhp phn khc giy th thao i chng Trung Quc, World Shoe chnh thc ra i. Nm 1990, cc sn phm dng World Shoe bt u xut hin trn quy bn l ca Nike. Cc sn phm ny c gi t 15 n 45 USD v c t bn cnh dng sn phm cao cp Air Max c gi t nht 150 USD. Nike khng m rng thm knh phn phi ca mnh v cng khng m mt chin dch qung co ring bit no cho dng World Shoe. Thng 1 nm 2001, 2 nm k t ngy bt u chin dch, Nike ch bn c 400,000 sn phm World Shoe trn ton Trung Quc. Tom Hartge phi gp v thuyt phc Tng gim c Phil Knight v trin vng v cc gii php cho dng sn phm World Shoe. [Trang2/25]

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Cc th thch World Shoe ang phi i mt: Gi c: Hot ng v thnh cng mnh m trong phn khc cao cp ca cc nc pht trin, ban lnh o Nike dng nh xa l vi c im ca cc th trng mi ni nh Trung Quc. Ch tiu Grosss Margin ti thiu (khong 40%) b p t mc cao khin World Shoe d mc gi 15 USD vn khng kh nng cnh tranh trn th trng. Cnh tranh: Li Ning c xc nh l i th cnh tranh chnh trong phn khc ca World Shoe. Gi giy th thao ca Li Ning v cc nh sn xut trong nc dao ng t 3 n 30USD. Tng doanh thu ton cu ca c Nike, Adidas v Reebok cng li ch bng 56% doanh thu ca Li Ning. Ngoi ra, Li Ning cn s dng mt chin lc qung co c u t cng phu cho thng hiu ca mnh. Hng nhi: Theo c tnh ca Nike, c khong 2,250,000 i giy nhi Nike c bn ra th trng Trung Quc trong nm 1998 vi doanh thu t khong 70 triu USD. Phn phi v bn l: Nike c tng cng 388 im bn l, trong n 132 im (34%) l 3 thnh ph trung tm; trong khi Li Ning c 800 im bn l nhng ch c 65 im (8%) 3 thnh ph trung tm. Worls Shoe, mt sn phm i chng, li c t trong cc ca hng cao cp, bn cnh dng Air Max sang trng, gy kh hiu cho khch hng. Cc cuc kho st v th trng Trung Quc cho thy i a s ngi dn mua sm trong cc ca hng bn l (9 triu im trn ton quc); World Shoe li khng c mt cc ca hng . Vn chuyn v kho bi: hin ti, c khong 9 triu ca hng bn l nm ri rc khp Trung Quc. Tuy nhin, kh nng kho bi nh hp ca cc ca hng ny khng th ph hp vi phng thc phn phi Nike ang s dng. Sn xut: hin Nike c 30 nh my Trung Quc, tt c u tp trung sn xut dng sn phm cao cp. thc hin d n World Shoe; 2 nh my c nng cp v chuyn i thnh dng hybrid sn xut kt hp dng World Shoe bn cnh dng cao cp. Nu nhu cu trong tng lai tng cao; h thng nh my hin ti c th s khng kh nng p ng cho tng trng. Quy trnh t hng: Hng thng, cc gim c ca nc s ti phi gi k hoch sn xut 3 thng k tip cho Nhm Qun l Hng Tn kho cng ty m, Oregon, M. Sn lng ca mi thng b gii hn trong phm vi 2,000 n 10,000 i cho mi series giy thuc cc dng. K hoch sn xut ny nu c duyt th s khng th thay i cho n khi c k hoch mi c np vo thng sau. Chnh c ch cng nhc ny khin cho Nike khng th phn ng mt cch linh hot trc nhng gia tng t ngt trong nhu cu giy. Tt nm 1999, tng s n t hng ca series 400 thuc dng World Shoe t n con s 40,000 i. ng nhin vi c ch nh vy, Nike khng th p ng cc n hng . Qung co: phng thc qung co truyn thng vn gn lin vi dng sn phm cao cp khng th p dng cho dng World Shoe. Tuy nhin, mi quyn hnh v qung co li nm trong tay Gim c vng; ngi khng quan tm n qung co bng vic nng cao gross margin. Trong khi , Trung Quc l ni m ch cc ca hng bn l cng chnh l lc lng bn hng hiu qu nht i vi cc sn phm i chng; m Nike li [Trang3/25]

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khng c ngun nhn s thit lp mi quan h vi lc lng bn hng ng o ny. Thng hiu: c kin cho rng nu thng ip ca sn phm khng c truyn t hiu qu; World Shoe c th gy tn hi cho hnh nh ca Nike v ngi tiu dng rt d t ra cu hi Sn phm c gi r phi chng l v cht lng thp?. Cc cu hi: 1. M hnh hin ti ca World Shoe dng nh hot ng khng hiu qu; liu m hnh no s mang li kt qu kinh doanh tt nht cho dng World Shoe ca Nike? 2. Hartge phi lm g thuyt phc ban qun l thay i k vng ca h v gross margin? 3. Mc tiu doanh thu, sn lng v li nhun no s ph hp cho World Shoe? 4. Dng sn phm World Shoe phi c nh v nh th no trong iu kin cnh tranh hin ti? 5. Chnh sch triple-bottom line c th c dng bo v cho World Shoe?

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C IM TH TRNG MI NI TRUNG QUC

Trung Quc thuc phn khc th ba trong cc phn khc th trng m Nike xy dng da trn dn s v thu nhp. Mt th trng mi ni c cc c im sau: i. Thu nhp thp: Phn khc th trng: Nu nh cc nc pht trin x phng c phn thnh: x phng thm, x phng thin nhin, x phng c tc dng dng gia, x phng c c tnh tr bnh, th nhng th trng mi ni x phng ch gm x phng bnh dn v x phng cao cp. nh v sn phm trong mt th trng mi ni hon ton khc so vi th trng pht trin. a phn dn s vi thu nhp thp s ch ch n gi c v cht lng sn phm: bn, cng nng, s tin dng nh gi sn phm cn c tin hnh trn ng bn t thay v phi quy i theo t gi. Bia Nam Phi (South African Brewers) tr thnh nh sn xut bia ln th 3 Trung Quc vo nhng nm 90 nh chin lc nh gi trn ng bn t theo gi ca Bia Nam Phi thp hn 70% gi ca cc hng bia a quc gia. ii. S a dng khch hng v c s h tng S cch bit h tng khin thi quen mua sm gia thnh th v nng thn c nhiu khc bit. Dn c nng thn (chim a phn dn s) sng ri rc v mt a l; c thi quen mua sm cc ca hng nh. Cc cng ty a quc gia m in hnh l Nike cn nhiu n lc a hng ha ca mnh ln k cc ca hng ri rc khp quc gia. Thi quen tiu dng d thay i do thu nhp khng n nh: nhng nc pht trin, ngi dn c thu nhp n nh v h thng i mua sm hng tun. Trong khi nhng nc ang pht trin, mt phn ln dn c c thu nhp khng n nh, h mua sm hng ngy cc tim tp ha. Ni cch khc, dn c nhng nc pht trin c 52 c hi (52 tun) thay i nhn hiu m h ang dng; trong khi cc th trng mi ni, ngi ta c n 365 c hi (365 ngy). iu ny l thun li v cng l kh khn khi tip cn cc th trng ny. Cc h thng thng tin khng cp nht ng u khin cc n lc qung co i chng kh thnh cng. Bt c mt cng ty a quc gia no cng phi cn nhc n cc c im trn khi bt u thit k mt m hnh kinh doanh ph hp.

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PHN TCH TNH HUNG

Hnh 1: Cc vn ch yu: Chin lc v cc tiu chun

Cc nhn t cn quan tm khi phn tch: c im th trng mi ni - Trung Quc

M hnh doanh nghip

Tng trng doanh thu

Sn xut

Cnh tranh

Triple bottom line

Cc c ch hot ng

Qung co v khch hng

Phn phi v bn l

Tng trng doanh thu l yu cu v cng l ng lc ln nht hin nay ca World Shoe. tng trng doanh thu, cc vn c cp trong hnh mt nht thit phi c gii quyt. Phn tch ring l cc vn s gy trng lp, kh hiu (bi cc vn u t nhiu lin quan n nhau). Chng ti chn cch phn tch t ngun gc ca vn l m hnh hot ng ca doanh nghip. Sau t nhng thay i trong m hnh, bi vit s tip tc phn tch cc vn khc nh: chin lc v cc ch tiu quan trng v doanh thu, sn xut, phn phitrong tng quan vi cc yu t cn quan tm. Vn quan trng nht i vi tng trng doanh thu khng g khc ngoi chnh ni b cng ty Tom Hartge ni trong mt bi phng vn v chin dch World Shoe.Vi tnh hnh hin ti, vic tm ra mt m hnh hot ng ph hp s l bt u cho mi s thay i. Nhng thay i n lt mnh s tc ng n cc yu t quan trng khc nhm t c mc tiu doanh thu tng trng bn vng.

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A. M hnh doanh nghip cho th trng mi ni: Tip cn vi th trng mi ni; cc cng ty a quc gia c xu hng rp khun cng thc to nn s thnh cng ca h cc th trng pht trin. Nhng cng thc thng l cng thc ca tht bi.i A.1 S lng cng trong qun l i vi Nike, tnh hnh c v trm trng hn. Nike ang p dng cu trc ma trn (matrix structure) trong qun l v iu hnh. M hnh qun l ca Nike c xy dng theo 2 chiu: a l v sn phm. iu ny to nn s phc tp trong qun l, hn ch kh nng phn ng mt cch linh hot trc cc bin i bt ng. Tom Hartge s phi ng thi bo co cho mt gim c khu vc v mt gim c sn phm m h li t c lin kt vi nhau. Trong nhng th trng nh Trung Quc, chnh s phc tp ny hn ch thnh cng ca World Shoe. Cc n lc gia tng doanh thu gn lin vi marketing nm trong quyn hn ca gim c khu vc; trong khi cc vn sn xut, nh gi li thuc quyn quyt nh ca gim c sn phm. Hn na, nhng quy trnh phc tp v chm chp nh ca Nike hin ti hon ton khng thch hp cho mt nn kinh t nng ng, ang tng trng nh Trung Quc. in hnh l quy trnh t hng sn xut vi mc sn lng ti a cho mt t m World Shoe c th thc hin l 30,000 i/mu (vi iu kin 2 thng lin k trc khng c bn hng). iu ny l v cng phi l i vi mt th trng 1.2 t dn nh Trung Quc. thm nhp c vo cc th trng mi ni, ban lnh o cn b i nhng khi nim quen thuc gip h thnh cng cc th trng pht trin. Ch khi no cng ty thc s hiu r c im ca cc th trng ny; h mi c th xm nhp hiu qu vo th trng. A.2 Mt m hnh ph hp cho World Shoe Theo nhn nh ca nhm, Nike s phi tiu tn mt khong chi ph khng l nu mun ti cu trc ton b h thng World Shoe pht trin. iu ng nhin khng th. Nhng nu ban lnh o nhn thy c tm quan trng v tim nng ca th trng Trung Quc, c l h s cn nhc vic xy dng mt c ch hot ng ring bit cho World Shoe. a. Thnh lp cng ty mi: Nike c th ngh n vic thnh lp mt cng ty khc. Cng ty ny cn c thit k c mt b my tinh gn, c kh nng phn ng nhanh vi th trng. Cu trc m chng ti ngh cho cng ty ny l m hnh doanh nghip phng (flat); vi mt Tng gim c trc tip qun l cc phng chc nng. Ring b phn bn hng c th c thit k c bit nhm ph hp vi iu kin a l v quy m dn s Trung Quc. V d: World Shoe chn cch tip th v phn phi sn phm bng chin dch Nike bus, s dng cc xe bus bn hng trong ton b phm vi lnh th. b. Mua li cng ty con: [Trang7/25]

[Nike v th trng Trung Quc]

Nike hon ton c th ngh n vic mua li mt cng ty i th ang hot ng hiu qu v tn dng h thng phn phi c sn ca n. Cc cng ty bn a Trung Quc c th l i tng mua li, song nhng vn v cht lng sn phm, nhn cng, mi trng c th lm nh hng n hnh nh ca Nike. Ngoi ra, Nike cng c th cn nhc vic mua li mt thng hiu a quc gia khc c ngun gc chu , nh Bata chng hn. Bt k phng php no c chn; iu ct li cn quan tm l World Shoe c c s c lp hn t h thng hin ti ca Nike. S c lp ny l cn thit bi phn khc th trng m World Shoe hng ti c nhiu c im khc bit so vi th trng truyn thng ca Nike. Mt m hnh doanh nghip phng (flat) c th s l s la chn ti u cho World Shoe ti Trung Quc. Nhng phn tch khc hon thin m hnh doanh nghip ny s c cp trong cc phn sau.

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B. Nhng thay i trong chin lc S thay i trong quan l i i vi nhng thay i trong chin lc. World Shoe thnh cng khng ch nhng tiu chun nh gi hot ng phi c thit k li, m c nhng nhn thc v th trng, ni b ca doanh nghip cng cn phi c thay i. B.1 nh v Nh phn tch trong phn c im th trng mi ni Trung Quc, phn khc ny c nhiu im khc bit hon ton so vi th trng pht trin. Nu trong mt th trng pht trin, giy c th c phn loi thnh cc sn phm chuyn dng nh: giy chy b, giy tennis, giy banh hoc phn theo ma nh: giy ma ng, giy ma h; th Trung Quc, c v nh ngi tiu dng ch c 3 loi giy trong nhn thc: giy thng, giy chuyn dng v giy cao cp. Nike nhn thc c mt phn ca vn v ra k hoch sn xut World Shoe nh mt dng giy thng vi tui th v cht lng n nh, dng c cho mi ma trong nm. Nhng c v nhn thc ny cha c hon thin. Vic to ra dng sn phm World Shoe Series 400 vi nguyn liu cao cp v k thut bt m midsole, cng vi gross margin 50%ii dng nhng khng ph hp vi mt sn phm i chng. Gi thnh ca Series 400 vo khong US$ 40 n US$ 45, hon ton khng thuc 78% th phn (t US$ 1 n US$ 30) m World Shoe mun hng ti. Hu ht ngi tiu dng mc tiu ca World Shoe ch dng giy cho nhu cu th thao c bn v i li s thc mc ti sao h phi tr mc gi cao hn cho Series 400, trong khi nhng li ch n mang n khng th hin r rng trong sn phm. World Shoe cn chim lnh th trng bng nhng c tnh c bn nht ca mt sn phm i chng: mu m n gin, cht lng tt, bn cao, tin dng, gi c hp l v l mt sn phm ca thng hiu Nike. B.2 nh gi Thnh cng th phn cao cp, Nike i hi mt gi tr gia tng cao trong sn phm ca mnh, hay ni cch khc, mt gross margin - t l li nhun bin t - cao. D liu lch s ca Nike cho thy trong sut 10 nm hot ng t 1990 2000, gross margin lun c n nh mc rt cao t 37% n 40%iii. V t l ny cng c p dng cho World Shoe, Nike in ang nh gi Series 100 vi gross margin 35% v Series 400 vi 50%. K hoch cho dng sn phm ny cho hai nm 2000 v 2011 cng c tnh gross margin t 36 39%. Vi gross margin cao nh vy, khng c g ngc nhin khi World Shoe b nh gi cao hn cc sn phm cnh tranh. Phn tch thnh phn chi ph Series 100 cho thy gi xut xng (US$ 5.19) ch chim khong 1/3 gi bn l (US$ 15)iv. Trong bi vit Ngh li v chin lc Marketing trong th trng mi ni ca Niraj Dawar v Amitava Chattopadhyay - Hc VinWilliam Davidson, cc tc gi cp n s quan trng ca vic nh gi sn phm trong th trng mi ni.Theo , thnh cng, margin cao l iu khng tng.Tc gi dn chng Uniliver vi LifeBouy nh mt v d in hnh cho vic thnh cng nh chin lc nh gi ng. Tnh theo sn lng bn ra, Lifebouy l thng hiu x phng ln nht th gii. Bi vit kt lun, vi doanh s ln, mt chin lc nh gi thp vn mng li li nhun v cng ln. [Trang9/25]

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Nike khng th i hi mt margin qu cao cho dng sn phm World Shoe. Tom Hartge cn gii thch cho h bit World Shoe khc bit nh th no so vi cc dng sn phm khc ca Nike. Cui cng, gi c chi phi mi n lc tip th, phn phi trong nhng th trng mi ni. Chng ti cho rng gi ca Series 100 c th c gim bt 30%. Vi mc gi khong US$10, Nike s d tip cn phn khc m h nhm ti hn. B.3 Cc tiu chun nh gi thnh cng Nh phn tch, nhn s cp cao ca Nike c v nh vn mong mun mt t l margin cao nh phn khc truyn thng ca h. Thc t hai nm hoat ng vi doanh thu ng tht vng ca dng World Shoe l hi chung cnh bo cho chin lc sai lm ny. Khi c hi phi lm sao nh gi mc thnh cng ca Nike, trong mt on video v World Shoe c thc hin nm 2001, Tom Hartge cho rng doanh s l tiu ch thch hp nht. Cc bi vit hc thut tng hp kinh nghim kinh doanh th trng mi ni cng ng h nhn nh nyv. So snh cho thy ROCE ca nhng doanh nghip hot ng hiu qu trong th trng mi ni lun cao hn rt nhiu so vi cc doanh nghip trong th trng pht trinvi. B quyt ca s thnh cng nm ch doanh s ln v hiu qu s dng vn cao. Vi nhng phn tch , chng ti cho rng Nike cn thay i quan im ca mnh v margin. Tiu ch hng u cho hot ng ca World Shoe phi l doanh s bn hng. Bn cnh doanh s, cc tiu ch nh gi hot ng nh: ROE, ROCE, vng quay ti sn, vng quay hng tn kho cng cn c cn nhc. B. 4 Xy dng quan h vi cc i tc mi: Hot ng mt th trng nh Trung Quc ni ring, v cc th trng mi ni ni chung, Nike cn hc cch m rng mng li quan h ca mnh. a. Nh phn phi mi: World Shoe thnh cng, Nike phi m rng mng li phn phi ca mnh trn ton lnh th Trung Quc. Vi hn 9 triu ca hng bn l t nhn trn c nc , vic thit lp quan h tt p vi nhng ngi s gii thiu sn phm n ngi mua l rt quan trng. Bn cnh , Nike c th la chn m rng cc knh phn phi khc nh ch u mi, cc khu thng mi tp trung; ni m hng ha c phn phi li cho cc ca hng nh. Cui cng, Nike c th chn la thm nhng nh phn phi c kinh nghim khu vc nng thn. Tn dng knh phn phi ny s tit kim nhiu chi ph cho Nike.

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b. C quan chnh quyn: Nike phi tun th nhiu quy nh ca chnh ph World Shoe c th sn xut v bn hng trong nc. Cc c quan chnh quyn thng ch quan tm n li ch ca i chng, v i lc nhng chng mu thun vi li ch cng ty. Mi quan h tt p vi cc c quan chnh quyn s m bo hot ng ca Nike c c s ng h nht nh. c. Hp tc vi cc cng ty ni a/ nc ngoi cng ngnh: Hiu r cc cng ty i th s em li cho Nike nhiu li ch nh tn dng knh phn phi sn c ca, mua ngoi cc dch v sn xut p ng nhu cu tng cao bt ng hay n gin l hc t h cc phng thc hot ng hiu qu trong th trng hin ti. B.5 Xy dng ngun nhn s: a. Tuyn dng cc gim c ngi Trung Quc Vic tuyn dng mt gim c bn a c th em li nhiu thun li cho World Shoe. Ngi Trung Quc, cng nh nhiu dn tc phng ng khc, vn c tinh thn on kt dn tc rt cao v khng ci m lm vi phng Ty. Gim c bn a v s am hiu ca h v vn ha tiu dng v mi trng kinh doanh ca nc s ti s gip cho Nike c nhng nhn nh ng n hn v th trng Trung Quc. Thm na, Nike s tit kim c mt khon tin khng nh v cc khon lng, thng, ph cp, chi ph dnh cho cc gim c bn a thp hn rt nhiu so vi vic a mt gim c ca Nike sang Trung Quc lm vic. Tn dng cc mn quan h sn c ca cc gim c ngi Trung Quc ny cng l mt thun li ln cho vic m rng cc knh phn phi cn thit ca Nike. Song song vi cc gim c bn a ny, chng ti vn xut Nike gi li mt s nhn s ch cht c vn am hiu r hn v Nike v nhng gi tr m Nike theo ui. S kt hp gia hai ngun nhn s ny s gip Nike v dng sn phm World Shoe xm nhp tt hn vo th trng Trung Quc. b. Tp trung o to i ng bn hng Hin ti, Nike vn cha ch trng lm n vic pht trin lc lng bn hng ca mnh bi cc sn phm ca cng ty vn ang c by bn trong nhng ca hng sang trng, vi quan nim khch hng s tm n Nike. Tuy nhin, c im ca sn phm i chng cng mi trng cnh tranh khc nghit nh Trung Quc i hi Nike phi nhiu n lc v s ch ng hn trong chnh sch bn hng ca mnh. Nu Nike mun thm nhp th trng thng qua h thng cc ca hng bn l t nhn, cng ty cn o to mt i ng bn hng am hiu v sn phm World Shoe v c mi quan h tt vi cc ch ca hng. Cc nhn vin ny s trc tip lin h vi tng im bn l nm bt tnh hnh tiu th sn phm ca tng im, gii quyt nhng thc mc v yu cu h tr ca ch ca hng, ng thi kim lun nhim v phn phi hng v thu tin hng i vi nhng im c doanh s nh (di 100 i/ thng). Ty vo doanh s ca tng ca hng, mi nhn vin c th qun l t 10 20 im bn l.

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c. B phn PR chuyn nghip B phn PR cn phi phi hp tt vi b phn bn hng m bo mi chng trnh khuyn mi, chin dch qung co c trin khai phi c thng tin y n tt c cc im bn hng. ng thi, chng ti cho rng Nike nn c gng chiu m lc lng PR ngi bn a tng lm vic cho cc cng ty i th nh Li Ning bi l ch c h mi hiu r s thch tiu dng cng nh nhng mi bn tm v mt vn ha, x hi, mi trng ca ngi Trung Quc v h cn am hiu lun c chin lc PR ca cc i th cnh tranh ca Nike.

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C. Sn xut: C.1 M hnh sn xut hin ti: World Shoe ang l thuc hon ton vo h thng nh my ca Nike. Ch c 2 nh my c chuyn i thnh dng hybrid, va sn xut dng sn phm cao cp, va sn xut dng World Shoe. Vi s lng sn xut hn ch nh vy, World Shoe kh lng p ng c nhu cu tng cao ca th trng. ng thi, cc nh my ca Nike vn c xy dng p ng nhng yu cu khc khe ca dng sn phm cao cp; nn gii php chuyn cc nh my sang dng hybrid ch l tm thi, khng mang li li th kinh t theo quy m. Chng ti cho rng World Shoe cn c nhng nh my local-for-local ring cho mnh. Nhng dy chuyn sn xut mi ny khng cn thit k phc tp p ng cc nhu cu a dng. iu quan trng nht i vi cc dy chuyn ny l phi em li nng sut cao. C.2 xut m hnh sn xut p ng nhu cu a. Chuyn i 02 nh my t dng hybrid v hn local-for-local Gii php trc mt cho World Shoe c l l chuyn hn 2 nh my ang hot ng bng m hnh hybrid v local-for-local. iu ny s tit kim c chi ph v p ng c nhu cu trong hin ti. Hn na vic th im chuyn i hai nh my ny s c nhiu li ch cho Nike khi thc tin xy dng cc nh my ring bit cho dng World Shoe. Nhng kinh nghim t hot ng hin ti s l thng tin qu gi thit k cc dy chuyn mi. b. Xy dng mi h thng nh my Vic xy dng mi cc nh my s tiu tn ca Nike mt khon u t ng k; nhng li ch n mang n cng khng h nh. Th nht, nh cp, cc dy chuyn mi ny s c thit k c nng sut cao v t c li th kinh t theo quy m. Th hai, xy dng thm cc nh my ngha l Nike c th phn tn c cc a im sn xut ca mnh trn khp lnh th t nc. iu ny s gip cng ty gn cc khch hng tim nng ca mnh hn, tit kim nhiu chi ph phn phi v bn hng. Th ba, xy dng mi cc nh my s to thm nhiu vic lm cho ngi dn, nng cao i sng cng nh thu nhp ca h. Chi tit ny s c phn tch k hn trong phn G (Pht trin bn vng).

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c. Mua ngoi dch v sn xut outsource mt phn nhu cu Trong iu kin hin ti ca World Shoe, mt khi chin dch phn phi v qung co mi huy tc dng, Nike hon ton khng kh nng sn xut p ng nhu cu. Vic outsource mt phn nhu cu s l mt gii php kh thi. Tuy nhin, la chn mt nh my thch hp vi cc tiu chun lao ng x hi ca Nike l mt iu kin quan trng. Tm li, ngoi tr 2 nh my ang hot ng, chng ti cho rng Nike cn xy mi cc nh my cho dng World Shoe. Cc nh my ny phi c nhng dy chuyn c thit k nhm ti a nng sut cho Nike. V nu kh thi, Nike cn phn tn cc nh my theo a l thun tin hn trong phn phi.

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D. Phn phi v bn l D.1 M hnh phn phi hin ti: World Shoe hin l thuc vo knh phn phi c ca Nike cho dng sn phm cao cp. C th, hu ht cc im bn l hin ti ca Nike l cc trung tm mua sm, cc ca hng trng by, ca hng th thao chuyn dng; cc sn phm ca Nike ch tp ti cc thnh ph ln nh Thng Hi, Bc Kinh, Qung Chu thng qua nh phn phi duy nht l Trung Tm Phn Phi Thng Hi. V vy m dng World Shoe (gi ch t US$ 15) c by bn cng cc sn phm cao cp nh Air Max (c gi n US$150). Nghch l ny i lc c bin minh bng s a dng la chn cho khc hng. Nhng i vi nhng khch hng dng cao cp, mua sm ti knh phn phi ny, c v l mt s kh hiu, gy tn hi n hnh nh Nike, hn l s a dng la chn. Nghin cu th trng cho thy, h thng trung tm thng mi (phn quan trng trong h thng phn phi hin ti ca Nike) ch chim 3% doanh thu ton ngnh bn l Trung Qucvii. a phn ngi Trung Quc mua hng ti nhng ca hng nh l gn nh (c khong 9 triu ca hng), din tch di 90 mt vungviii. Kh nng kho bi ca nhng ca hng ny rt nh, nn vic phn phi hng theo chu k l khng kh thi. ng thi, v s ri rc ca chng v mt a l, cn mt n lc rt ln tip cn cc ca hng ny. Vic xy dng thm cc nh my ri rc s gip Nike ch ng mt phn trong phn phi. Bn cnh , xy dng thm cc im bn l l vn khng cn phi bn ci. Song, cha kha thnh cng cho World Shoe vn l xm nhp h thng 9 triu ca hng bn l t nhn trn ton quc. D.2 Phn phi hng ha trong th trng mi ni: Vi mt th trng c c im a l rng ln nh Trung Quc, vic xy dng h thng phn phi kiu mng nhn vi mt trung tm phn phi tp trung v mng li chn rt i km l iu khng tng. Chng ti cho rng m hnh phn phi theo cm s ph hp hn nu Nike mun ci thin kt qu bn hng ca mnh. Theo nh m hnh ny, mi vng a l s c mt trung tm phn phi, kt hp kho hng ring. Cc trung tm phn phi ny c th l chnh cc nh my xy mi cho dng World Shoe. Da vo bn cc n v hnh chnh ca Trung Quc, chng ti xut 4 cm phn phi nh sau: Cm 1: khu vc ng Bc. Trung tm phn phi chnh s t ti tnh H Bc, ch yu phn phi hng n cc khu vc nh Bc Kinh, Liu Ninh, Sn ng, Sn Ty, Khu t tr Ni Mng C. Cm 2: khu vc ng Nam. Trung tm phn phi chnh t ti tnh Trit Giang, ch yu phn phi hng n cc khu vc nh Thng Hi, Phc Kin, Qung ng, Giang Ty, An Huy Cm 3: khu vc trung tm lc a. Trung tm phn phi chnh t ti Trng Khnh, ch yu phn phi hng n cc khu vc nh Vn Nam, H Bc, H Nam, T Xuyn, Thim Ty, Qu Chu Cm 4: Khu vc Ty Bc. Trung tm phn phi chnh t ti Thanh Hi, ch yu phn phi hng n cc Khu t tr v tnh Cam Tc. chi ph phn phi v bn hng khng tr thnh mt gnh nng khng l cho d n World Shoe, Nike c th s dng cc nh my xy mi rc rc theo a l lm trung tm [Trang15/25]

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phn phi. ng thi, Nike cng c th tn dng ti a cc nh phn phi c sn, hin ang phc v cho cc hang sn xut giy ni a.Trong phi c bit ch n mi quan h vi cc ca hng bn l t nhn, nh cp phn.

Bn cnh , chng ti cng mun xut mt gii php sn phm World Shoe n c tt c cc vng min ca Trung Quc l Nike bus. Cc xe bus lu ng ny s thng xuyn vn chuyn hng n cc vng xa xi bn hng trc tip cho ngi dn. y l mt chin lc khng mi nhng theo nhn nh ca nhm th s rt ph hp vi iu kin a l v dn c ca Trung Quc.

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D.3 Quan h vi nh bn l: m bo mi quan h lu di vi cc nh bn l, Nike cn xy dng mt chnh sch hoa hng, chit khu ph hp. Mt mc chit khu cao l khng hp l i vi sn phm i chng; tuy nhin, chit khu qu thp s lm mt ng lc ca ngi bn hng. Chng ti cho rng Nike nn xy dng mt chnh sch chit khu theo dng bc thang, ngha l doanh s bn ra cao hn s c hng mc chit khu cao hn tng ng. Bn cnh , Nike cng nn t chc nhng chng trnh nh i l bn l tt nht ca nm nhm vinh danh cc ca hng c mc doanh s cao nht ca mi khu vc. Tuy nhin, vic chi ra mt khon kinh ph khng l ch nh bong cho chng trnh ny l hon ton khng cn thit.Thay v t chc nhng bui hi tho, nghi l tn km, Nike c th s dng mt dng newsletter gi n ton h thng cng ty thng bo v nhng i l bn l tt nht. y l mt cch lm rt tit kim m vn khng lm gim i s trang trng ca chng trnh. ng thi, chng ti cng xut Nike cn nhc vic t chc nh nhng bui workshop K nng bn hng ti tng khu vc phn phi, d kin khong 2 nm/ ln. Ni dung ca workshop khng ch tp trung vo vic nng cao k nng bn hng, m cn phi kt hp m rng thm cc i l mi v gip h hiu r hn v sn phm m h ang bn.

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E. Qung co v khch hng: E.1 M hnh qung co hin ti: World Shoe hon ton khng c mt chin dch qung co ring cho mnh. Chin lc qung co cho dng sn phm cao cp ca Nike khng mang li nhiu li ch cho tiu th ca World Shoe. S hin din ca World Shoe trong cc gian hng cao cp ca Nike ch lm ngi tiu dng hiu lm. Ban qun tr cng lo lng World Shoe c th lm tn hi n gi tr thng hiu ca Nike. Tm li, World Shoe cn mt chin dch qung co ring cho mnh ngi tiu dng hiu r v sn phm. Chin dch qung co ny cng l ng lc khng th thiu cho s gia tng tiu th k vng ca World Shoe. Song, cc n lc qung co trn cc phng tin thng tin i chng thng khng em li nhiu hiu qu th trng mi niix. Chng ti cho rng World Shoe thnh cng, chin dch qung co mi ny phi ch trng n vic qung co trc tip thng qua cc knh bn l. E.2 xut chng trnh qung co mi: Nike cn xy dng mt chin dch qung co ring cho dng World Shoe, bi chin dch h ang s dng cho dng giy th thao trung v cao cp hon ton khng ph hp vi nhng thng ip m World Shoe mun truyn ti. L mt sn phm i chng, i tng khch hng m World Shoe nhm n kh rng, t tr em cho n ngi gi, vi s thch v nhu cu kh ph bin, tng ng nhau. H thng quan tm n gi c, cht lng, tin dng ca sn phm trc khi ngh n cc yu t nh thi trang, ng cp, tnh c nht v nh. Th nhng, chin dch qung co hin ti ca Nike li ang nhm n mt s t nhng khch hng cao cp nh vn ng vin, ngh s, doanh nhn, vn c nhiu yu cu c bit i vi sn phm. Chng ti cho rng chin dch qung co ca nhn hng Bitis (Vit Nam) l mt trong nhng chin dch rt thnh cng dnh cho dng sn phm giy i chng v Nike nn hc tp t h, c bit l nhng im sau: Qung co i chng: bt chp nhng nhn nh thiu kh quan v hiu qu ca cc chin dch qung co qua knh truyn thng ln nh tivi, chng ti vn cho rng y l mt knh khng th thiu bi n gip tc ng n phn ln i tng khc hng mc tiu v c hiu qu tc th. Qung co thng qua knh bn l: Nh chng ti phn tch sc mnh ca nh bn l trong h thng phn phi ca World Shoe bn trn, vic truyn ti c thng ip ca World Shoe n cc nh phn phi l ti quan trng bi sau h chnh l ngi chuyn tip thng ip ny n cc khch hng. Cc hnh thc qung co khc: World Shoe c th tr thnh dng sn phm mang tnh x hi cao ca Nike. Thay v tp trung qung co vo cc vn ng vin, ngi ni ting, chng ti cho rng World Shoe cn thc hin ti tr cho hc sinh, sinh vin, trao cc hc bng khuyn hc, ti tr cho cc cuc thi th thao mang tnh cng ng

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Cc ni dung khc cn ch : World Shoe c th tn dng cc yu t vn ha, lch s Trung Quc lm nn tng cho cc chin dch qung co ca mnh. V d: hnh nh giy World Shoe i trn Vn L Trng Thnh, hnh nh c du tng giy cho chng ngy u v nh chng (theo phong tc ca mt s vng Trung Quc, trong ngy u v nh chng c du phi tng cho chng cc mn qu gm giy, tht lng v v tin)

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F. D bo F.1 Doanh thu hay doanh s? Chng ti cho rng cc d bo v doanh s (thay v doanh thu) s ph hp hn i vi World Shoe. Trong giai on u y bt trc ny, Nike s phi thc hin nhiu thay i trong qun l v vn hnh, cc yu t khng chc chn ny s tc ng nhiu n doanh thu. ng thi, vic la chn doanh s lm tiu ch d bo s cho thy c tc dng r rng ca chin lc gim margin cc sn phm. F.2 Cc c s d bo: Cc gi nh: - Nike thc hin chuyn i hon ton 2 nh my hybrid sang local-for-local - Nike xc tin xy dng cc nh my mi ngay khi doanh s c du hiu kh quan - World Shoe c th outsource mt phn nhu cu - Nike thc hin cc chin lc v qun tr, nh gi, phn phi, qung co c ra C s d bo: - Doanh s cc sn phm hng nhi Nike nm 1998 l: 2.25 triu i - Tng th phn giy th thao (ni ring) l 42 triu i/nmx - Tng s ngi tiu dng c nhu cu v giy l 1 t ngixi F.3 D bo: Chng ti cho rng mi d bo da vo tnh hnh hin ti ca World Shoe s t em li ngha thc tin. Thay vo , chng ti s xut nhng mc tiu m World Shoe phi t c. Nhng mc tiu cng nh vy s l ng lc thc y nhn s qun l World Shoe thay i m hnh, thay i cc chin lc nhm tn dng hu hiu tt c cc ngun lc c th hon thnh mc tiu.

2001 Doanh s Gii thch 2.5 triu i Ginh li th phn ca cc sn phm nhi

2002 5 triu i Tng gp i doanh s

2003 10 triu i Tng gp i doanh s

2004 20 triu i Tng gp i doanh s

2005 25 triu i Ginh mt na th phn giy th thao trong phn khc gi di US$ 30

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G. Pht trin bn vng Nike, pht trin ngha l pht trin bn vng. Nike lun i u trong cc n lc bo v mi trng v x hi song song vi hot ng kinh doanh ca mnh. Cc sn phm ca Nike lun c sn xut vi ph phm thp nht. ng thi, Nike cng l nh sn xut tin phong trong vic ci thin cc chnh sch i vi lao ng cc nc ang pht trin. Trong ni b Nike, khi nim pht trin bn vng c truyn ti hiu qu n cc nhn vin. Nike thnh lp hn mt b phn Trch Nhim Doanh Nghip gip nhn vin hiu v m hnh triple bottom line, bao gm: Economy bottom line nhn mnh cc hiu qu v kinh t, Social bottom line nhn mnh trch nhim x hi ca doanh nghip i vi nc s ti m n hot ng v Environment bottom line nhn mnh trch nhim ca doanh nghip i vi mi trngxii.

Hnh 1: Three bottom line

G.1 World Shoe v Triple Bottom Line Ngay t khi bt u chin dch World Shoe, Tom Hartge nhn bit c tm quan trng ca cc yu t mi trng, x hi i vi s pht trin ca dng sn phm ny. Chin lc quan trng ca World Shoe: local-for-local, nhn mnh trch nhim x hi ca doanh nghip (social bottom line) i vi s pht trin ca quc gia s ti m n ang hot ng:

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Local sourcing: World Shoe s dng chnh ngun nguyn liu trong nc, chnh lao ng trong nc to ra cc sn phm m sau s c bn li trong nc. Labor standards: cc chun mc lao ng, chnh sch nhn vin m Nike s dng l khun mu cho cc cng ty a quc gia khc ang hot ng sn xut ti cc th trng ang pht trin. Rural development: nu Nike thc hin xy dng mi cc k hoch ri rc cc vng nng thn, cc nh my ny s ng gp mt phn khng nh cho s pht trin ca cc vng nng thn ny.

World Shoe nhn mnh cc hiu qu ca hot ng kinh t (economy bottom line): Durability, functionality: Cc sn phm dng World Shoe c thit k c bn cao, ph hp vi tt c cc ma trong nm. Job/ Economic development: S pht trin ca World Shoe s to c nhiu vic lm, thu nhp lm gia tng ng lc pht trin cho kinh t Trung Quc.

World Shoe pht trin cc sn phm thn thin vi mi trng (Economy bottom line): Elimination of solvents, waste reduction: Sn phm dng World Shoe ng dng cng ngh pillar cushioning khng ph phm, thn thin vi mi trng. Hn na, Nike thay th cc hp cc-tng truyn thng t c gi tr ti s dng bng bao dy rt thun li. Bao dy rt l mt sn phm gia tng, c th c ti s dng hng ngy cho cc nhu cu khc ca khch hng.

G.2 Pht trin bn vng Ngoi tr nhng phn tch trn, th trng mi ni cn l mi trng cho nhng s sng to, t ph t quay li ng gp cho s tin b trong hot ng sn xut kinh doanh cc th trng pht trin. Trong cun The Fortune at the Bottom of Pyramid, Prahalad a ra v d thc t v vic nc M phi hc tp Peru nh th no pht trin h thng sc khe cc vng ho lnh. Trng hp ca Nike, trong qu trnh pht trin sn phm cho World Shoe, k s Gajowskyj khm ph ra k thut tessellation, mang gi tr ng dng thc t cao khng ch cho dng World Shoe m cn cho c dng sn phm cao cp ca Nike. Gi tr ca chin dch World Shoe v vy m khng ch gi gn trong cc li ch kinh t. D n World Shoe s l mi trng cho nhng tng c o, sng to c thc hin; t gip ci tin cc hot ng hin ti ca World Shoe ni ring v ton b h thng Nike ni chung.

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KT LUN
Chng ti phn tch rt nhiu ka cnh ca vn World Shoe, song cu tr li cho s thnh cng ca World Shoe, nh chng ti trnh by, khng g khc l mt s thay i trong quan nim ca dn nhn s qun l. Di y chng ti xin trch li nhn nh ca chnh nhn vt chnh ca cu chuyn trong mt bi phng vn v World Shoe c thc hin vo nm 2001 Tom Hartge: Vn quan trng nht i vi tng trng doanh thu khng g khc ngoi chnh ni b cng ty S thay i v qun l, bn thn n s em n nhng thay i chin lc khc v theo l s thnh cng ca World Shoe.

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CC CU TR LI:
STT

Cu hi
M hnh hin ti ca World Shoe dng nh hot ng khng hiu qu; liu m hnh no s mang li kt qu kinh doanh tt nht cho dng World Shoe ca Nike? Hartge phi lm g thuyt phc ban qun l thay i k vng ca h v gross margin? Mc tiu doanh thu, sn lng v li nhun no s ph hp cho World Shoe? Dng sn phm World Shoe phi c nh v nh th no trong iu kin cnh tranh hin ti? Chnh sch triple-bottom line c th c dng bo v cho World Shoe?

Tr li
A.1; A.2

1.

2. 3.

B.2 F

4.

B.1

5.

G.1

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Ch thch:
i

The Fortune at the Bottom of the Pyramid by C.K Prahalad Tnh hung Nike iii Exhibit 1 Tnh hung Nike iv Table 2 Tnh Hung Nike v Rethinking Marketting programs in emerging countries by Niraj Dawar v Amitava Chattopadhyay, William Davidson Insitution cp trong phn B.2 nh gi vi Table3.1 Economic value creation at BOP - The Fortune at the Bottom of the Pyramid by C.K Prahalad vii Rethinking Marketting programs in emerging countries by Niraj Dawar v Amitava Chattopadhyay, William DavidsonInsitution viii Tnh hung Nike ix Rethinking Marketting programs in emerging countries by Niraj Dawar v Amitava Chattopadhyay, William DavidsonInsitution x Exhibit 6 Tnh hung Nike xi Tnh hung Nike xii Tnh hung Nike Ti liu cng ty Nike
ii

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