QUAN LY CHIEN LC

TS. LE THANH LONG

Muc tieu mon hoc

Khai niem c ban ve chien lc va quan ly chien lc va cach tiep can he thong ve quan ly chien lc Cong cu ho tr cho viec nghien cu va thc hanh quan ly chien lc. Kha nang phan tch va anh gia moi trng anh hng en hoat ong cua cong ty Kha nang hoach nh nhng chien lc kinh doanh, chien lc canh tranh hieu qua va at c muc tieu cua cong ty.
1st, 11-12 Dr. Le Thanh Long 2

Noi dung
Chng 1: Gii thieu quan ly chien lc Chng 2: Phan tch moi trng ben ngoai Chng 3: Phan tch moi trng noi bo Chng 4: Thong tin chien lc va d bao Chng 5: Xay dng chien lc cho cong ty n nganh Chng 6: Xay dng chien lc cho cong ty a nganh Chng 7: Trien khai chien lc Chng 8: Kiem soat, anh gia va ieu chnh chien lc
1st, 11-12 Dr. Le Thanh Long 3

Tai lieu tham khao

Khai luan va Quan tr chien lc Fred R. David Trng Cong Minh dch, NXB Thong Ke - 2001 Chien lc va sach lc kinh doanh Garry D. Smith va cong s, Bui Van ong dch, NXB Thong Ke, 2000 Hoach nh Chien Lc theo Qua Trnh Rudolf Gruenig Pham Ngoc Thuy, Le Thanh Long va Vo Van Huy dch, NXB KHKT, 2003 Essentials of Strategic Management Hunger J. David, Thomas L. Wheelen

1st, 11-12

Dr. Le Thanh Long

Yeu cau
i hoc ay u oc bai giang va tai lieu Chuan b cau hoi thao luan va tnh huong Tham gia thao luan tren lp Nop bai tap ay u Thi ung gi, nghiem tuc

1st, 11-12

Dr. Le Thanh Long

Hnh thc anh gia

Hnh thc thi: viet + case Bai tap nhom: 30 % Bai tap ca nhan: 10 % Thi cuoi ky: 60 % Lu y: iem BT nhom hoac BT ca nhan = 0 tong iem = 0 !!!
1st, 11-12 Dr. Le Thanh Long 6

Bai tap nhom

Moi nhom se chon mot cong ty (thc te/gia nh, ang ton tai/chuan b thanh lap). Mot nganh: 2 nhom. Nhiem vu bao gom: Mo ta s lc ve cong ty (chc nang nhiem vu, lch s hnh thanh, chien lc, cau truc to chc, san pham, khach hang, ket qua hoat ong kinh doanh, ) Phan tch va anh gia moi trng v mo va tac nghiep cua cong ty e ch ra c hoi va nguy c oi vi cong ty Phan tch va anh gia moi trng cong ty e ch ra iem manh, iem yeu, li the canh tranh cua cong ty Xay dng chien lc canh tranh/ chien lc kinh doanh Nop bao cao (ban in+files) vao buoi hoc 11 Bao cao vao buoi hoc 12, 13 & 14. Nhom cung nganh se la nhom phan bien chien lc cua nhom kia.
1st, 11-12 Dr. Le Thanh Long 7

Bai tap ca nhan

Moi ca nhan chon mot chc nang cua cong ty thc hien bai tap nhom, xay dng ke hoach chi tiet e trien khai hoat ong: Nhiem vu bao gom: Xac nh muc tieu chc nang/hoat ong (trien khai t muc tieu chien lc) Xay dng ke hoach trien khai (San xuat, R&D, Nhan s, Tai chnh, Marketing, van hoa cong ty, Ke hoach/Hnh thc anh gia va kiem soat/anh gia rui ro Yeu cau tieu luan Toi thieu 05 trang (phan noi dung chnh) Nop vao bu i h c 15 (nop cho lp trng, co ky ten xac nhan)
1st, 11-12 Dr. Le Thanh Long 8

Lien he
TS. Le Thanh Long
Ban Phat trien va Quan ly D an ai hoc Quoc gia Tp. Ho Ch Minh

Email: lethanhlong.sg@gmail.com Phone: 7242181 1456 Mobile: 0918041187 Thong tin cua lp ???
1st, 11-12 Dr. Le Thanh Long 9

Ky vong va Kien ngh

Ky vong:

Kien ngh:

1st, 11-12

Dr. Le Thanh Long

10

GII THIEU QUAN LY CHIEN LC

TS. LE THANH LONG

Noi dung
S tien trien cua quan ly chien lc Chien lc? Quan ly chien lc? Qui trnh quan ly chien lc Ba nhiem vu xay dng chien lc
Xay dng tam nhn va nhiem vu chien lc Xac nh muc tieu Hnh thanh chien lc

Cac yeu to anh hng en chien lc cong ty Li ch va thach thc cua quan ly chien lc
1st, 11-12 Dr. Le Thanh Long 12

Tien trien cua ly thuyet quan ly chien lc

Quan ly chien lc G 1 Truyen ba cac phng phap to hp kinh doanh e hoach nh cap cong ty G 3 S tong hp cua hoach nh chien lc vao quan ly chien lc

Hoach nh chien lc

G 2 Gia tang tap trung vao cac chien lc cap hoat ong kinh doanh

G 4 Phan tch va hoach nh cac nguon lc

Hoach nh dai han

G Khi au Hoach nh dai han da tren phan tch khoang cach ton tai va ma tran a dang hoa 1970 1980
Dr. Le Thanh Long

1990

2000
13

1st, 11-12

Chien lc la g?
???

???

???

1st, 11-12

Dr. Le Thanh Long

14

Chien lc la g?
Chien lc la tien trnh xac nh cac muc tieu c ban dai han cua cong ty, la chon cach thc hoac phng hng hanh ong va phan bo cac tai nguyen thiet yeu e thc hien cac muc tieu o (Alfred Chandler)

1st, 11-12

Dr. Le Thanh Long

15

Chien lc la g?
Chien lc la mot dang thc hoac mot ke hoach phoi hp cac muc tieu chnh, cac chnh sach va cac trnh t hanh ong thanh mot tong the thong nhat (James B. Quinn)

1st, 11-12

Dr. Le Thanh Long

16

Chien lc la g?
Chien lc la mot ke hoach mang tnh thong nhat, tnh toan dien, va tnh phoi hp, c thiet ke e am bao rang cac muc tieu c ban cua cong ty se c thc hien (William J. Glueck)

1st, 11-12

Dr. Le Thanh Long

17

Chien lc la g?
Phng hng hanh ong

Muc tieu

Phan bo nguon lc

1st, 11-12

Dr. Le Thanh Long

18

Without a strategy the organization is like a ship without a rudder.

Joel Ross and Michael Kami
1st, 11-12 Dr. Le Thanh Long 19

Quan ly chien lc?

Quan ly chien lc (Strategic Management) la mot nghe thuat va khoa hoc thiet lap, thc hien va anh gia cac quyet nh lien quan nhieu chc nang cho phep mot to chc at c nhng muc tieu e ra (Fred R. David)

1st, 11-12

Dr. Le Thanh Long

20

Quan ly chien lc?

Strategic management is an ongoing process that evaluates and controls the business and the industries in which the company is involved; assesses its competitors and sets goals and strategies to meet all existing and potential competitors; and then reassesses each strategy annually or quarterly to determine how it has been implemented and whether it has succeeded or needs replacement by a new strategy to meet changed circumstances, new technology, new competitors, a new economic environment., or a new social, financial, or political environment. (Lamb)

1st, 11-12

Dr. Le Thanh Long

21

Chien lc kinh doanh & Chien lc quan s

Tng ong: muc tieu, nhiem vu, phan tch moi trng, Yeu to thanh cong: ap ng & thch nghi vi s thay oi lien tuc cua moi trng Khac nhau c ban:
Kinh doanh canh tranh Quan s mau thuan, oi khang

Luon thch nghi vi s thay oi Luon cai thien e thanh cong

1st, 11-12 Dr. Le Thanh Long 22

V du
Khi Napoleon chien thang, o la bi v cac oi thu cua ong a trung thanh vi chien lc, chien thuat va cach to chc cua cac cuoc chien trc o. Khi ong ta that bai trc ngi Wellington, ngi Nga va ngi Tay Ban Nha, o la bi v en lt ong ta a s dung cac chien lc a qua th thach vi nhng ke thu a suy ngh ky cang, nhng ngi a a ra nhng chien lc khong phai cho nhng tran chien trc ay ma la cho nhng tran chien sap ti.
1st, 11-12 Dr. Le Thanh Long 23

Ba cau hoi chien lc

Hien nay cong ty chung ta ang au? Trong nam ti, 2 nam ti, 5 nam ti, 10 nam ti cong ty chung ta se au? Cong ty chung ta can lam g e en c ni o? Co nhng rui ro va anh oi (payoffs) nao khong?

1st, 11-12

Dr. Le Thanh Long

24

Qui trnh quan ly chien lc

Phan tch Moi trng ben ngoai Trien khai chien lc Muc tieu ngan han Chien thuat chc nang He thong ai ngo Cau truc to chc Leadership Hoach nh Ngan sach Chnh sach Cac he thong ho tr

Xay dng chien lc Tam nhn S mang Nhiem vu chien lc Muc tieu Thong tin chien lc va D bao

Chien lc cho cong ty n nganh

Kiem soat, anh gia va ieu chnh chien lc

Chien lc cho cong ty a nganh Phan tch Moi trng noi bo

C s hnh thanh chien lc

1st, 11-12

Xay dng chien lc

Dr. Le Thanh Long

Thc thi chien lc

Kiem soat chien lc

25

Ba nhiem vu xay dng chien lc

Xay dng tam nhn va nhiem vu chien lc Xac nh muc tieu Hnh thanh chien lc

1st, 11-12

Dr. Le Thanh Long

26

Xay dng tam nhn va nhiem vu chien lc

Tam nhn (Vision) mo ta con ng ma cong ty muon i en nham phat trien va tang cng kha nang canh tranh. Tam nhn ch ra nhng hng chien lc nham chuan b cho tng lai

1st, 11-12

Dr. Le Thanh Long

27

V du ve tam nhn
Hilton Hotels Corporation
Our vision is to be the first choice of the worlds travelers. Hilton intends to build on the rich heritage and strength of our brands by: Consistently delighting our customers Investing in our team members Delivering innovative products and services Continuously improving performance Increasing shareholder value Creating a culture of pride Strengthening the loyalty of our constituents.
1st, 11-12 Dr. Le Thanh Long 28

V du ve tam nhn

Caterpillar
Be the global leader in customer value.

1st, 11-12

Dr. Le Thanh Long

29

Tam nhn la muc tieu?

Tam nhn KHONG phai la mot muc tieu hanh ong cu the Tam nhn KHAC vi Nhiem vu chien lc (Mission)

1st, 11-12

Dr. Le Thanh Long

30

Nhiem vu chien lc
Nhiem vu chien lc (Mission):
la ly do ton tai, y ngha cua s ton tai va cac hoat ong cua cong ty. la muc ch chnh cua cong ty nham phan biet ac trng cua cong ty vi cac cong ty khac cung nganh

1st, 11-12

Dr. Le Thanh Long

31

Trader Joes Mission Statement

(a unique grocery store chain)
To give our customers the best food and beverage values that they can find anywhere and to provide them with the information required for informed buying decisions. We provide these with a dedication to the highest quality of customer satisfaction delivered with a sense of warmth, friendliness, fun, individual pride, and company spirit.
1st, 11-12 Dr. Le Thanh Long 32

Noi dung Ban phat bieu nhiem vu chien lc

Nganh kinh doanh (Khach hang/San pham/ dch vu/Th trng/Cong nghe) Muc tieu kinh doanh/Muc tieu chien lc T tng chu ao (Triet ly kinh doanh/gia tr)

1st, 11-12

Dr. Le Thanh Long

33

Triet ly kinh doanh

Triet ly kinh doanh thc chat la nguyen tac hoac quan iem quan ly nham at c muc tieu chien lc Triet ly kinh doanh nham dan hng moi hoat ong t hoach nh, quan ly va ieu hanh cong ty

1st, 11-12

Dr. Le Thanh Long

34

Triet ly kinh doanh

We will achieve 20% real growth in earnings next yearto be accomplished through a 10% growth in existing businesses, 5% through creation of new businesses, and 5% through acquisitions. 20% of our revenues must come from products that are newer than 5 years. 90 % of our profits will be donated to charity
1st, 11-12 Dr. Le Thanh Long 35

Tam quan trong cua Ban phat bieu nhiem vu chien lc

am bao s nhat tr ve muc ch cua cong ty C s e huy ong va phan phoi cac nguon lc Tao moi trng hoat ong noi bo thuan li La trung tam iem e moi thanh vien gan bo vi muc ch va hng i cua cong ty Tao ieu kien e chuyen hoa tam nhn cua cong ty thanh cac muc tieu thch hp Tao ieu kien e chuyen hoa muc tieu thanh cac chien lc va bien phap hoat ong cu the

1st, 11-12

Dr. Le Thanh Long

36

Bon van e can lu y ve Ban phat bieu nhiem vu chien lc

Pham vi cua ban phat bieu khong nen qua rong cung khong qua hep Noi dung cua ban phat bieu phai ro rang Ban phat bieu phai c xay dng tren c s khach hang Chon thi iem thch hp e xem xet lai ban phat bieu nhiem vu
1st, 11-12 Dr. Le Thanh Long 37

Xac nh muc tieu

Muc tieu? la nhng ket qua ky vong, la nhng thanh qua ma cong ty muon at c trong tng lai khi theo uoi mot chien lc nao o.

1st, 11-12

Dr. Le Thanh Long

38

Xac nh muc tieu

The hien cam ket at c nhng thanh qua cu the nhng moc thi gian xac nh Phai c nh lng va co thi han e hoan thanh Xac nh ro: CAI G, BAO NHIEU, KHI NAO? Muc tieu dai han cu the hn nhiem vu chien lc (mission) nhng khong cu the bang muc tieu ngan han.

1st, 11-12

Dr. Le Thanh Long

39

Mot so muc tieu dai han

Kha nang sinh li (Profitability) Nang suat (Productivity) V the canh tranh (Competitive Position) Dan au cong nghe (Technological Leadership) Phat trien nhan vien (Employees Development) Trach nhiem cong ong (Public Responsibility)

1st, 11-12

Dr. Le Thanh Long

40

Tam quan trong cua muc tieu

Giup ngi thc hien hieu c vai tro cua nhng muc tieu nay trong nhiem vu chung cua cong ty Chuan b cho viec trien khai/thay oi Xay dng cac nh mc C s e phan phoi nguon lc trong cong ty C s e xac nh cac u tien trong cong ty La cong cu e kiem soat viec thc thi chien lc c hoach nh La c che e anh gia chien lc
1st, 11-12 Dr. Le Thanh Long 41

Tieu ch anh gia cac muc tieu

Tnh chap nhan c (Acceptable) Tnh linh hoat (Flexibility) Tnh nh lng (Measurable) Tnh thuc ay (Motivating) Tnh phu hp (Suitable) Tnh de hieu (Understandable) Tnh kha thi (Achievable)

1st, 11-12

Dr. Le Thanh Long

42

Muc tieu tai chnh va chien lc Muc tieu tai chnh

Ket qua c tap trung vao viec cai thien hoat ong tai chnh cua cong ty.

Muc tieu chien lc

Ket qua tap trung vao viec cai thien kha nang canh tranh va v the kinh doanh dai han cua cong ty.

$
1st, 11-12 Dr. Le Thanh Long 43

Cac muc tieu tai chnh

Tang trng lai co phieu 15% moi nam. a doanh so hang nam t 15% len 20%. ROE hang nam at 20-25% Gia tang co tc tren moi co phieu hang nam c chia cho co ong khoang 5%. Duy tr mot dong tien dng

1st, 11-12

Dr. Le Thanh Long

44

Cac muc tieu chien lc

Gia tang th phan cua cong ty anh bai oi thu canh tranh chnh bang chat lng hay dch vu khach hang hay san pham. at c tong ph thap hn oi thu canh tranh. Gia tang danh tieng cua cong ty oi vi khach hang. at c a v chac chan hn tren th trng quoc te. at tien bo vt bac ve cong nghe Tr thanh nha dan au trong gii thieu san pham mi Nam bat cac c hoi tang trng hap dan.

1st, 11-12

Dr. Le Thanh Long

45

Muc tieu tai chnh va chien lc

Bat ky cong ty nao cung eu can ca muc tieu chien lc va muc tieu tai chnh !!! Muc tieu la can thiet co tat ca cac cap cua cong ty (cong ty, n v kinh doanh, bo phan chc nang)

1st, 11-12

Dr. Le Thanh Long

46

Phan tch kha nang at c muc tieu

Kha nang at c muc tieu cua cong ty phu thuoc cac yeu to:
Tac ong cua moi trng ben ngoai Nguon lc cua cong ty Quyen lc chnh tr noi bo va chnh sach cua cong ty Nang lc va pham chat cua lanh ao cap cao
1st, 11-12 Dr. Le Thanh Long 47

Cac quyet nh ve muc tieu

Se can phai at c nhng muc tieu nao Y ngha quan trong tng oi cua tng muc tieu Cac moi quan he gia cac muc tieu Khi nao can phai at c tng muc tieu Lam the nao co the o lng cac muc tieu Ngi nao hay n v nao chu trach nhiem thc hien muc tieu

1st, 11-12

Dr. Le Thanh Long

48

Van e ve muc tieu cong ty

Cac muc tieu co the mau thuan lan nhau
Li nhuan trc mat vi mc tang trng lau dai Mc l i nhu n/doanh so vi v the canh tranh Tham nhap sau hn vao nhng th trng hien co vi Phat trien th trng mi Cac muc tieu li nhuan vi cac muc tieu phi li nhuan S tang trng on nh vi tang trng nhay vot

Cac nha quan tr thng co xu hng tap trung qua nhieu cho muc tieu ngan han
1st, 11-12 Dr. Le Thanh Long 49

Thay oi muc tieu

Muc tieu nham nh hng tng lai can phai on nh Moi trng luon bien ong/thay oi can thiet co muc tieu phu hp

1st, 11-12

Dr. Le Thanh Long

50

Tam nhn Nhiem vu chien lc- Muc tieu

1st, 11-12

Dr. Le Thanh Long

51

Hnh thanh chien lc

Hnh thanh chien lc la nham tra li cac cau hoi LAM THE NAO?
e at c muc tieu e ra Canh tranh hieu qua vi oi thu Co c nhng li the canh tranh ben vng Tang cng v the canh tranh cua cong ty tren th trng Hien thc hoa tam nhn chien lc

1st, 11-12

Dr. Le Thanh Long

52

ac iem cua hnh thanh chien lc

Bao gom cac hoat ong c nh hng Co rang buoc chat che ve thi gian La mot qui trnh, bc trc can co phan hoi cua bc sau, s thay oi cua moi bc co tac ong en tat ca cac bc khac cua qui trnh

1st, 11-12

Dr. Le Thanh Long

53

Yeu cau cua hnh thanh chien lc

Tao c li the canh tranh Han che rui ro Phai co muc tieu & phan tch kha nang thc hien Phan tch moi trng kinh doanh Giai phap thay the va bien phap ho tr Ket hp chien lc co d nh va chien lc mi xuat hien

1st, 11-12

Dr. Le Thanh Long

54

Chien lc d nh va thc hien

Chien lc d nh

Chien lc can nhac

Chien lc thc hien

Chien lc khong thc hien

Chien lc mi xuat hien

1st, 11-12

Dr. Le Thanh Long

55

Cac cap quan ly chien lc Cong ty n nganh

Executive-Level Managers
Business Strategy
Two-Way Influence

Functional Managers

Functional Strategies

Two-Way Influence

Operating Managers
1st, 11-12

Operating Strategies

Dr. Le Thanh Long

56

Cac cap quan ly chien lc Cong ty a nganh

Corporate-Level Managers
Corporate Strategy
Two-Way Influence

Business-Level Managers

Business Strategies
Two-Way Influence

Functional Managers

Functional Strategies
Two-Way Influence

Operating Managers
1st, 11-12

Operating Strategies
Dr. Le Thanh Long 57

Cac thanh phan chien lc Cong ty n nganh

ap ng cac ieu kien thay oi Lien minh chien lc va Hp tac Kinh doanh Chien lc san xuat Chien lc Marketing Chien lc R&D CL nguon nhan lc
1st, 11-12

Cac bien phap canh tranh c ban

Chien lc cap n v KD

Cac bc i bao toan li the canh tranh

Bao phu ve a ly; Tch hp chieu doc

Dr. Le Thanh Long 58

CL tai chnh

Cac thanh phan chien lc Cong ty a nganh

Loai hnh a dang hoa Qui mo a dang hoa ap ng cac ieu kien thay oi

Tiep can cac nguon von

Chien lc cong ty

Xay dng li the canh tranh thong qua a dang hoa Cac bc i tang cng v the va li nhuan cho cac nganh KD hien tai
59

Cac bc i loai bo mot so nganh KD yeu kem

1st, 11-12

Cac bc i bo sung cac nganh KD khac

Dr. Le Thanh Long

Li ch cua quan ly chien lc

Thay ro muc tieu va hng i Thch nghi tot hn vi moi trng kinh doanh luon thay oi anh gia chnh xac ve nguon lc va kha nang ieu kien e thong nhat cac quyet nh chien lc cac cap ng pho chu ong (proactive) oi vi s thay oi cua moi trng

1st, 11-12

Dr. Le Thanh Long

60

Thach thc cua quan ly chien lc

Nhieu thi gian va no lc Ngi hoach nh chien lc ngi thc hien Hoach nh cng nhac, khong linh ong D bao thi gian dai Tnh kha thi cua chien lc.
1st, 11-12 Dr. Le Thanh Long 61

Thao luan mot so quan iem

Chien lc va quan ly chien lc la khong can thiet khi moi trng luon thay oi Chien lc ch danh cho nha quan ly cao cap Chien lc la ke hoach Chien lc la on nh va khong oi Quan ly chien lc se giup en c ch cuoi cung

1st, 11-12

Dr. Le Thanh Long

62