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08/05/2013
1
TRNG I HC QUY NHNKHOA TI CHNH NGN HNG V QUN TR KINH DOANH
****
GV ging dy: Nguyn Thanh Xun Vi
1
CHNG I: KHI QUT V QUN TR CHIN LC
I. GII THIU V CHIN LCII. KHI NIM V QUN TR CHIN LCIII. LCH S HNH THNH V PHT TRIN CA QTCLIV. M HNH QUY TRNH QUN TR CHIN LCV. CC GIAI ON CA QUY TRNH QTCLVI. QTCL L MT QU TRNH PHT SINH
2
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I. GII THIU V CHIN LC1. Lch s hnh thnh v pht trin2. Khi nim v chin lcCc quan im nn tng Alfred Chandler: Cc mc tiu c bn di hn, cch thc
v phng hng hnh ng, phn b ti nguyn BCG: Phn b cc ngun lc, thay i th cn bng
cnh tranh v ginh li th cnh tranh James B.Quinn: Dng thc hoc k hoch, cc mc tiu
chnh hoc cc chnh sch, trnh t hnh ng, tng thkt dnh
3CHNG I: KHI QUT V QUN TR CHIN LC
I. GII THIU V CHIN LC
1. Lch s hnh thnh v pht trin2. Khi nim v chin lcCc quan im hin i M.E. Porter: Xy dng, li th cnh tranh, phng th H. Mintzberg: K hoch, mu lc, dng thc, v th,
trin vng
TNG QUT [Cc mc tiu c bn di hn tm nhn, s mnh + cch
thc, phng tin >> mc tiu ] im mnh, im yu, chi, e da
4CHNG I: KHI QUT V QUN TR CHIN LC
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I. GII THIU V CHIN LC
3. Chin lc trong kinh doanh v qun s4. Cc cp chin lc Chin lc cp cng ty Chin lc cp n v kinh doanh Chin lc cp chc nng Chin lc cp ton cu
5CHNG I: KHI QUT V QUN TR CHIN LC
I. GII THIU V CHIN LC
5. Cc loi chin lcNhm chin lc kt ni Chin lc kt hp v pha trc Chin lc kt hp v pha sau Chin lc kt hp theo chiu ngangNhm chin lc chuyn su Chin lc thm nhp th trng Chin lc pht trin th trng Chin lc pht trin sn phm
6CHNG I: KHI QUT V QUN TR CHIN LC
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4
I. GII THIU V CHIN LC6. Cc loi chin lcNhm chin lc m rng hot ng Chin lc a dng ha ng tm Chin lc a dng ha kt khi Chin lc a dng ha theo chiu ngangNhm chin lc khc Lin doanh Thu hp bt hot ng Ct b hot ng Thanh l Chin lc hn hp
7CHNG I: KHI QUT V QUN TR CHIN LC
II. KHI NIM QUN TR CHIN LC
Qun tr chin lc l khoa hc v ngh thut thitlp, thc hin v nh gi cc quyt nh lin quann nhiu chc nng cho php mt t chc t cmc tiu
Tnh khoa hc Tnh ngh thut
8CHNG I: KHI QUT V QUN TR CHIN LC
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III. LCH S HNH THNH V PHT TRIN CA QUN TR CHIN LC
1. Qun tr chin lc v chnh sch kinh doanh2. Cc xu hng pht trin ca QTCL Danh mc u t nh hng tip th H thng QT vt tri Li th cnh tranh Ngh thut qun s ng dng cng ngh thng tin
9CHNG I: KHI QUT V QUN TR CHIN LC
IV. QU TRNH QUN TR CHIN LC
1. M hnh Qun tr chin lc M hnh ca Fred R. David M hnh ca ngi Nht Bn
10CHNG I: KHI QUT V QUN TR CHIN LC
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IV. QU TRNH QUN TR CHIN LC
2. Cc giai on ca QTCLHoch nh chin lc Xc nh s mnh, vin cnh v mc tiu Phn tch mi trng bn ngoi Phn tch mi trng bn trong La chn v xy dng chin lc
11CHNG I: KHI QUT V QUN TR CHIN LC
IV. QU TRNH QUN TR CHIN LC
2. Cc giai on ca QTCLThc thi chin lc Xy dng mc tiu hng nm ra chinh sch Phn phi cc ngun ti nguynKim tra chin lc o lng, nh gi v iu chnh
12CHNG I: KHI QUT V QUN TR CHIN LC
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7
V. QUN TR CHIN LC L QU TRNH PHT SINH
1. Th gii khng th chun on2. May mn v chin lc
13CHNG I: KHI QUT V QUN TR CHIN LC
CHNGII:CCTUYNBTRONGQUNTRCHINLC
I. Qun tr chin lc v cc bn hu quanII. Cc tuyn b trong qun tr chin lcIII. o c kinh doanh v trch nhim x hitrong qun tr chin lc
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I.QUNTRCHINLCVCCBNHUQUAN
Cng ty
Cc bnhu quanbn ngoi
Cc bnhu quanbn trong
Chin lc
CHNG II: CC TUYN B TRONG QUN TR CHIN LC
15
I.QUNTRCHINLCVCCBNHUQUAN
1) Cc bn hu quan
CHNG II: CC TUYN B TRONG QUN TR CHIN LC
C ng Nhn vin Nh qun tr Banqun tr
Khch hng Nh cung cp Chnh ph Cng on Cng ng a phng Cng chng
Bn ngoi Bn trong
16
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9
I.QUNTRCHINLCVCCBNHUQUAN
Chin lc
Smnh
Mc tiu
Tm nhn
CHNG II: CC TUYN B TRONG QUN TR CHIN LC
2) Chin lc
17
II.CCTUYNBTRONGQUNTRCHINLC
CHNG II: CC TUYN B TRONG QUN TR CHIN LC
1) Tm nhn (Vin cnh)
Tm nhn
Gi tr ct li
BHAGs
Mc tiu ct li18
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II.CCTUYNBTRONGQUNTRCHINLC
CHNG II: CC TUYN B TRONG QUN TR CHIN LC
1) Tm nhn (Vin cnh) c im: Mc ch cao v khi qut nht Kht vng mun t c Tp trung k vng ca cc bn hu quan T tng ct li Gi tr ct li:Cc nguyn tc,nguyn l Mc ch ct li:L dotn ti
19
II.CCTUYNBTRONGQUNTRCHINLC
CHNG II: CC TUYN B TRONG QUN TR CHIN LC
1) Tm nhn (Vin cnh) Hnh dungv tng lai (BHAGs) Big:Ln Hairy:Thch th Audacious:To bo Phn bit gia Mc ch ct li v Hnh dungv
tng lai V d WaltDisney HenryFord
20
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11
II.CCTUYNBTRONGQUNTRCHINLC
CHNG II: CC TUYN B TRONG QUN TR CHIN LC
1) Tm nhn (Vin cnh)
Tm nhn hiu qu
Biu hin Phng hng Tp trung Linh hot Kh thi Hp dn D hiu, d nh, d
truyn t
Tm nhn khng hiu qu
Khng hon chnh Mp m Nht nho Khng ni bt Qu t tin Qu chung chung Qu rng
21
II.CCTUYNBTRONGQUNTRCHINLC
CHNG II: CC TUYN B TRONG QUN TR CHIN LC
2) Smnh (Mission) c im Mnh lnh v cch thc nhn nhn C s p ng vin cnh Tuyn b cho cc bn hu quan Xc nh kinh doanh Hot ng ca chng tal g N s l ci g N nn l g
22
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12
II.CCTUYNBTRONGQUNTRCHINLC
CHNG II: CC TUYN B TRONG QUN TR CHIN LC
2) Smnh (Mission) nh hng khch hng Ais c tha mn H s c tha mn iu g Cch thc tha mn nhu cu khch hng V d McDonald
23
II.CCTUYNBTRONGQUNTRCHINLC
CHNG II: CC TUYN B TRONG QUN TR CHIN LC
3) Cc mc tiu (Goals) Khi nim ch n trong tng khong thi gian nht nh c im (SMART) Specific:c th Measurable:c th o lng c Assignable:r rng,c trng tm Timely:c thi hn Mc tiu di hn Mc tiu hng nm V d Boeing
24
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TN(WHAT)T chc s tr thnh ci
g (Sau 10, 20 nm)
SM(HOW)
T chc cn lm g/ nh th no thc hin tuyn b tm nhn
MT CHINLCu ra cn t c
MT HNG NM
u ra hng nm
II.CCTUYNBTRONGQUNTRCHINLC
CHNG II: CC TUYN B TRONG QUN TR CHIN LC
25
II. CC TUYN B TRONG QUN TR CHIN LCCHNG II: CC TUYN B TRONG QUN TR CHIN LC
26
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14
II.CCTUYNBTRONGQUNTRCHINLC
CHNG II: CC TUYN B TRONG QUN TR CHIN LC
METRO em n s a dng, cht lng tuyt ho, gi c cnh tranh v sn phm, dch v - tgiao nhn n gii php kinh doanh c sn.
METRO l chuyn gia xut sc trong vic cung cpcc sn phm ti sng.
Cc trung tm ca METRO c thit k p ngvi nhu cu one-stop shopping (p ng y nhu cu ti mt a im mua sm duy nht).
METRO cung cp cc mt hng ph hpvi yu cu ca khch hng tnga phng.
27
III.OCKINHDOANHVTRCHNHIMXHI
CHNG II: CC TUYN B TRONG QUN TR CHIN LC
1) o c kinh doanh2) Trch nhim x hi
28
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CHNGIII:PHNTCHMITRNGKINHDOANH
I. Khi qut v mi trng kinh doanhII. Mi trng v mIII. Mi trng ngnh
29
CHNGIII:PHNTCHMITRNGKINHDOANH
I. KHI QUT V MI TRNG KINH DOANH
MT v m:
MT Kinh doanh
Bao gm cc yu t bn ngoi nh
hng n ngnh v ni b cng ty
MT vi mBao gm cc
yu t bn ngoi nh
hng n tnh cnh tranh
ca ngnh
30
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CHNGIII:PHNTCHMITRNGKINHDOANH
II. MI TRNG V MII.1.c im nh hng lu di n doanh nghip Tc ng ln tt c cc ngnh kinh t,cc doanh nghip
nhng mc v tnh cht tc ng l khc nhau Cc doanh nghip tn dng c hi v gim thiu thch
thc ch khng th thay i s nh hng Mi yu t c th tc ng c lp hoc nh hng trong
mi lin kt vi cc yu t
31
CHNGIII:PHNTCHMITRNGKINHDOANH
II. MI TRNG V M
MTV m
Mi trng kinh t
II. 2. Phn tch mi trng v m
Tc tng trng kinh t Li sut v xu hng li sut T gi hi oi v CS tin t
Lm phtMT Chnh tr
- Php lut Cc lut l, quy nh
Thu v cc l ph Chnh sch i ngoi
Mi trng cng ngh S ra i, tc pht minh v ng dng CN mi
Lut s hu, bo v v chuyn giao cng ngh Ch tiu R & D
MT vn ha, x hi
Trnh dn tr Khuynh hng tiu dng
Gi tr vn ha: li sng, thm m... C cu gii tnh
MT dn s Dn s Cu trc tui
Phn b a l v thu nhp
MT t nhin
MT ton cu
V tr a l, K kh hu Ti nguyn
Chnh tr Vn ha th ch
32
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CHNGIII:PHNTCHMITRNGKINHDOANH
III. MI TRNG VI MIII. 1. Khi qut v ngnh
Khi nim: L mt nhm cc cng ty cung cp snphm hay dch v c th thay th cht ch cho nhau.
Chu k ngnh
33
Nh cung ng
i th tim nng
Khch hng
SPthay th
34
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18
CHNGIII:PHNTCHMITRNGKINHDOANH
III. MI TRNG VI MIII. 2. M hnh nm lc lng (p lc ) cnh tranh (M.P)
III. 2. 1. Phn tch cnh tranh tim n i th cnh tranh tim n Ro cn gia nhp ngnh Tnh kinh t theo quy m c trng ha sn phm Chi ph chuyn i
Kh nng tip cn ngun lc sn xut, knh phn phi u th v chi ph khng ph thuc vo quy m
Yu cu v vn B quyt v cng ngh Chnh sch chnh ph
Phn ng ca cc doanh nghip hin hu trong ngnh35
CHNGIII:PHNTCHMITRNGKINHDOANH
III. MI TRNG VI MIII. 2. M hnh nm lc lng (p lc ) cnh tranh (M.P)
III. 2. 2. Phn tch i th cnh tranh hin ti Cu trc ngnh Ngnh phn tn Ngnh tp trung Tnh trng cu Ro cn rt lui
S khc bit ha v chi ph chuyn i Mc v tc tng trng ca ngnh Tnh a dng ca i th cnh tranh Cc nhm chin lc trong ngnh
36
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19
CHNGIII:PHNTCHMITRNGKINHDOANH
III. MI TRNG VI MIII. 2. M hnh nm lc lng (p lc ) cnh tranh (M.P) Nhm chin lc
Chng loi sn
phm
1. Roll Royce, BMW
2. Kia motor, Huyndai,
Trng Hi3. GM, Ford,
Honda, Toyata, Nissan
37
CHNGIII:PHNTCHMITRNGKINHDOANH
III. MI TRNG VI MIII. 2. M hnh nm lc lng (p lc ) cnh tranh (M.P)III. 2. 3. Phn tch sn phm thay thIII. 2. 4. Phn tch sc p ca nh cung ng Tc ng t sc p ca nh cung ng Quyn lc ca nh cung ng Kh nng thay th nh cung ng Kh nng thay th sn phm u vo Tm quan trng ca doanh nghip i vi nh cung ng Tm quan trng ca u vo i vi doanh nghip Chi ph chuyn i nh cung ng Kh nng hi nhp dc (xui chiu)
38
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20
CHNGIII:PHNTCHMITRNGKINHDOANH
III. MI TRNG VI MIII. 2. M hnh nm lc lng (p lc ) cnh tranh (M.P)III. 2. 5. Phn tch sc p ca khch hng Tc ng t sc p ca khch hng Quyn lc ca khch hng S lng SP so vi doanh s ca ngi bn Sn phm mua t ngnh chim t trng ln trong chi ph haytng thu mua ca KH Sn phm mua l chun ha, khng c c trng khc bit Chi ph chuyn i thp Khch hng c li nhun thp Khch hng e da hi nhp ngang (ngc chiu) Tm quan trng ca sn phm Khch hng c y thng tin
39
CHNGIII:PHNTCHMITRNGKINHDOANH
III. MI TRNG VI MIII. 2. M hnh nm lc lng (p lc ) cnh tranh (M.P)III. 2. 5. Phn tch sc p ca khch hng Tc ng t sc p ca khch hng Quyn lc ca khch hng S lng SP so vi doanh s ca ngi bn Sn phm mua t ngnh chim t trng ln trong chi ph haytng thu mua ca KH Sn phm mua l chun ha, khng c c trng khc bit Chi ph chuyn i thp Khch hng c li nhun thp Khch hng e da hi nhp ngang (ngc chiu) Tm quan trng ca sn phm Khch hng c y thng tin
40
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21
NTPCHNGIII
1) Phn tch mt v d bt k thy s tc ng ca mitrng v m ln hot ng ca ngnh v doanh nghip
2) Phn tch mt v d bt k thy s tc ng ca mitrng vi m ln hot ng ca doanh nghip trong ngnh
3) Nhn din cc giai on ca chu k ngnh thng qua ccyu t: S lng v quy m phn b cng ty? Doanh thuv s lng sn phm bn c? Chc nng (R&D, snxut, qung co, bn hng) c u t? Mc cnhtranh?
4) Ly v d v mt nhm chin lc c th
41
LOGO
CHNG IV: PHN TCH MI TRNG NI B
CHNG IV: PHN TCH MI TRNG NI B
I. Khi qut v mi trng ni bII. Ni dung nghin cu mi trng ni bIII. Qu trnh nghin cu MTKD v MTNB
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I. KHI QUT V MI TRNG NI B
Mi trng ni b v cc vn lin quanI.1.
CHNG IV: PHN TCH MI TRNG NI B
43
I. KHI QUT V MI TRNG NI B
Mi trng ni b v cc vn lin quanI.1.
CHNG IV: PHN TCH MI TRNG NI B
im mnh
+ im yu
Ngun lc+ Kh nng
tim tng
Nng lc
ct li
Li th cnh tranh
44
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23
I. KHI QUT V MI TRNG NI B
Mi trng ni b v cc vn lin quanI.1.
CHNG IV: PHN TCH MI TRNG NI B
Ngun lc
Hotng
Qutrnh
Miquanh
im mnhim yuim mnhim yu
45
I. KHI QUT V MI TRNG NI B
ngha ca vic nghin cu MTNBI.2.
CHNG IV: PHN TCH MI TRNG NI B
1. Nhn din im mnh pht huy2. Nhn din im yu sa cha3. Bin cc im mnh thnh kh nng c bit4. Xy dng li th cnh tranh v duy tr li th
cnh tranh bn vng
46
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24
II. NI DUNG NGHIN CU MI TRNG NI B
Nghin cu theo quan im ca Fred R.DavidII.1.
CHNG IV: PHN TCH MI TRNG NI B
1. Qun tr2. Marketing3. Ti chnh, k ton4. Sn xut / Tc nghip5. Nghin cu v pht trin6. H thng thng tin
47
II. NI DUNG NGHIN CU MI TRNG NI B
1. Qun tr Hoch nh T chc Thc y Nhn s Kim sot
Nghin cu theo quan im ca Fred R.DavidII.1.
CHNG IV: PHN TCH MI TRNG NI B
2. Marketing Phn tch khch hng Mua / Bn Hoch nh sn phm v
dch v nh gi Phn phi Nghin cu th trng Phn tch c hi Trch nhim i vi x
hi48
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25
II. NI DUNG NGHIN CU MI TRNG NI B
3. Ti chnh, k ton Quyt nh u t Quyt nh ti chnh Quyt nh v c tc
Nghin cu theo quan im ca Fred R.DavidII.1.
CHNG IV: PHN TCH MI TRNG NI B
4. Sn xut / Tc nghip Quy trnh Cng sut Hng tn kho Lc lng lao ng Cht lng
5. Nghin cu v pht trin R&D theo hp ng R&D bn trong
6. H thng thng tin Cng thng tin nh hng ca h thng
thng tin K hoch pht trin
49
II. NI DUNG NGHIN CU MI TRNG NI B
Nghin cu theo chui gi tr ca Michael PorterII.2.
CHNG IV: PHN TCH MI TRNG NI B
1. Chui gi trChui / tp hp cc hot ng ca doanh nghip m mihot ng gp phn gia tng gi tr chuyn cc ngunlc thnh sn phm/dch v n khch hng.
50
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26
II. NI DUNG NGHIN CU MI TRNG NI B
Nghin cu theo chui gi tr ca Michael PorterII.2.
CHNG IV: PHN TCH MI TRNG NI B
Cu trc h tng
Qun tr ngun nhn lc
Pht trin cng ngh
Mua sm / thu mua / cung ng
Cchotnguvo
Vnhnh
Cchotngura
Marketingvbnhng
Dchv
51
II. NI DUNG NGHIN CU MI TRNG NI B
Nghin cu theo mt s quan im khcII.3.
CHNG IV: PHN TCH MI TRNG NI B
1. Phn tch ti chnh Cc ch s lun chuyn Cc ch s n by Cc ch s hot ng Cc ch s li nhun, doanh li Cc ch s tng trng2. Vn ha t chc v lnh o3. Tnh tun th lut php v danh ting
52
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27
CHNG III: PHN TCH MI TRNG KINH DOANH
III. NGHIN CU V NH GI MI TRNG
1. Thu thp v x l thng tin2. D bo mi trng kinh doanh3. Lp bng tng hp thng tin4. Phn tch cc yu t quyt nh5. Lp ma trn nh gi
53
Thu thp v x l thng tinIII.1
CHNG IV: PHN TCH MI TRNG NI B
III. NGHIN CU V NH GI MI TRNG
Xcnhmhnhthuthpthngtin
Xcnhccngunthngtin
Xcnhnhucuthngtin
X lthngtin cthuthp
Thu thpthngtin
54
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28
D bo mi trng kinh doanhIII.2
CHNG IV: PHN TCH MI TRNG NI B
III. NGHIN CU V NH GI MI TRNG
Phng php nh tnh Phng php nh lng
Lp bng tng hp thng tinIII.3
Mi trng bn ngoi: Lp danh mc 10 20 yu t c hi v nguy c ch yu
Mi trng bn trong: Lp danh mc 10 20 yu t im mnh v im yu c ch yu
55
Phn tch cc yu t quyt nhIII.4
CHNG IV: PHN TCH MI TRNG NI B
III. NGHIN CU V NH GI MI TRNG
III.2.1. Mi trng kinh doanh Phn loi tm quan trng (0,0 Khng
quan trng, 1,0 rt quan trng). Tng scc phn loi l 1,0.
Xc nh h s phn loi (4 phn ng tt,3 phn ng trn trung bnh, 2 phn ngTB, 1 phn ng yu)
Nhn tm quan trng vi h s Cng tng im ca tt c cc yu t
(Khng qu 4,0 v khng di 1,0).Tng im TB: 2,5
56
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29
Phn tch cc yu t quyt nhIII.4
CHNG IV: PHN TCH MI TRNG NI B
III. NGHIN CU V NH GI MI TRNG
III.2.2. Mi trng ni b Phn loi tm quan trng (0,0 Khng
quan trng, 1,0 rt quan trng). Tng scc phn loi l 1,0.
Xc nh h s phn loi (1 rt yu, 2 kh yu, 3 kh mnh, 4 rt mnh)
Nhn tm quan trng vi h s Cng tng im ca tt c cc yu t
(Khng qu 4,0 v khng di 1,0).Tng im TB: 2,5
57
Lp ma trnIII.5
CHNG IV: PHN TCH MI TRNG NI B
III. NGHIN CU V NH GI MI TRNG
III.5.1. Ma trn EFE
58
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30
Lp ma trnIII.5
CHNG IV: PHN TCH MI TRNG NI B
III. NGHIN CU V NH GI MI TRNG
III.5.2. Ma trn IFE
59
Xy dng chin lcIII.6
CHNG IV: PHN TCH MI TRNG NI B
III. NGHIN CU V NH GI MI TRNG
III.6.1. Chin lc im mnh c hi (SO)III.6.2. Chin lc im yu c hi (WO)III.6.3. Chin lc im mnh nguy c (ST)III.6.4. Chin lc im yu nguy c (WT)
60
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31
CHNGV:NNGLCCTLIVLITHCNHTRANH
61
NNGLCCTLI
Khi nim1
CHNG V: NNG LC CT LI V LI TH CNH TRANH
1. Nng lc ct li:Nng lc m doanh nghip c th thchin tt hn nhng nng lc khc trong ni b
2. Nng lc khc bit:Nng lc m doanh nghip thc hintt hn i th cnh tranh,cho php doanh nghip to rali th cnh tranh
3. Tiu chun nng lc ct li: em li li ch cho khch hng Kh bt chc i vi i th cnh tranh C th vn dng m rng sn phm v th trng
62
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32
NNGLCCTLINhn din v cng c nng lc ct li2
CHNG V: NNG LC CT LI V LI TH CNH TRANH63
NNGLCCTLI
Nhn din v cng c nng lc ct li2
Ngun hu hnh: ti chnh, t chc, vt cht, k thut
Ngun v hnh: nhn s, danh ting, sng kin
NGUN LCCc ngun lc l tp hp mt lot cc u vo cho qutrnh sn xut ca t chc, bao gm hai loi c bn lngun lc hu hnh v ngun lc v hnh
CHNG V: NNG LC CT LI V LI TH CNH TRANH 64
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33
NNGLCCTLI
KH NNG TIM TNG
+ L kh nng ca cng ty s dng cc ngun lc c tchhp mt cch c mc ch t c mt trng thi mc tiumong mun+ c to ra t s tng tc gia cc ngun lc v hnh vhu hnh+ Gip xc nh cc quyt nh c lm bng cch no v u trong t chc, cc hnh vi tng thng, cc gi tr vchun mc vn ha ca cng ty.
Nhn din v cng c nng lc ct li2
>>> Cn phn bit gia ngun lc v kh nng tim tng >>> Cn phn bit gia ngun lc v kh nng tim tng CHNG V: NNG LC CT LI V LI TH CNH TRANH 65
NNGLCCTLI
1
NG GI:Gip cng tyha gii cce da v
khai thc chi
3
KH BT CHC:
2
HIM:Khng hoc rt t i th cnh tranh c c
4
KHNG TH THAY
TH:Khng c s
tngng chin
lc
Nhn din v to dng nng lc ct li3
CHNG V: NNG LC CT LI V LI TH CNH TRANH
Cng c I: Bn tiu chun cnh tranh
66
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34
NNGLCCTLI
1
NNG CP
2
DUY TR
Nhn din v to dng nng lc ct li3
CHNG V: NNG LC CT LI V LI TH CNH TRANH
Cng c II: Chui gi tr
PHT TRIN
3
67
LI TH CNH TRANHKhi nim1
CHNG V: NNG LC CT LI V LI TH CNH TRANH
1. Nng lc cnh tranh: Kh nng, ngun lc c th gip duytr v tr ca doanh nghip trn th trng cnh tranh lu di
Th hin thc lc v li th ca doanh nghip so vi i thcnh tranh trong vic tha mn tt nht i hi ca khchhng
2. Li th cnh tranh: Gi tr m doanh nghip mang li chokhch hng, vt qua chi ph to ra n
KH sn sng chi tr cho gi tr Mc gi thp ca i th b gi tr ngn chn T l li nhun cao hn t l bnh qun ngnh
68
08/05/2013
35
LI TH CNH TRANHKhi nim1
CHNG V: NNG LC CT LI V LI TH CNH TRANH69
LI TH CNH TRANHTo dng li th cnh tranh2
CHNG V: NNG LC CT LI V LI TH CNH TRANH70
08/05/2013
36
HIUQU
+ c o theo t l s lng cc u ra chia cho cc u vo+ Tng khi cn cng t u vo sn xut mt u ra nht nh.+ Gip t c li th cnh tranh da vo vic gim thp chi ph
CHT LNG
+ Tp hp cc c tnh ca sn phm, dch v c th tha mn nhucu ca khc hng
Cht lng tng
Kh nng s dng tng
Nng sut tng
Khc bit >> Gi cao hn
Chi ph gim
Li nhun tng
LI TH CNH TRANHTo dng li th cnh tranh2
CHNG V: NNG LC CT LI V LI TH CNH TRANH71
CI TIN
+ L bt k nhng g c coi l mi hay mi l trong cch thc mmt cng ty vn hnh hay sn xut sn phm
P NG KH
+ L kh nng nhn din v tha mn nhu cu khch hng tt hnso vi cc i th cnh tranh.+ Xut hin khi cht lng vt tri, ci tin c p ng, thigian phc v khch hng c quan tm.
Ci tin
Ci tin sn phm
Ci tin quy trnh, h thng SX
Khc bit >> Gi cao hn
Chi ph gim
Li nhun tng
p ng khc hng >>> Khc bit>> lng trung thnh >> Gi cao hn
LI TH CNH TRANHTo dng li th cnh tranh2
CHNG V: NNG LC CT LI V LI TH CNH TRANH72
08/05/2013
37
LI TH CNH TRANHV kh cnh tranh3
CHNG V: NNG LC CT LI V LI TH CNH TRANH
1. Cnh tranh bng sn phm Cht lng sn phm Nhn mc, bao b v uy tn sn phm Chu k sng ca sn phm2. Cnh tranh v gi3. Cnh tranh v phn phi v bn hng4. Cnh tranh v thi c th trng5. Cnh tranh v khng gian v thi gian
73
CHNG VI: CC CP V CC LOI CHIN LC
1. Chin lc cp cng ty2. Chin lc cp n v kinh doanh3. Chin lc cp chc nng
74
08/05/2013
38
CHIN LC CP CNG TY
CHNG VI: CC CP V CC LOI CHIN LC
1. Nhm chin lc kt hp
Chin lc kt hp v pha trc
Chin lc kt hp v pha sau
Chin lc kt hp theo chiu ngang
Nguyn liu Nh ch totrung gian
Lp rp Phn phi
Union, Carbide,Kyocera
Intel, Seagate, Micron
Apple, Compaq, Dell
Computer world, Office Max
75
CHIN LC CP CNG TY
1. Nhm chin lc kt hp Hi nhp hon ton Hi nhp hnh chp
9Bt li v chi ph9Bt li pht sinh khicng ngh ang thay inhanh9Bt li khi nhu cukhng d kin c
Cho php cng ty tolp cc ro cn vi cci th cnh tranh miThc y u t vocc ti sn chuyn mnha nng cao hiu quBo v cht lngLm cho vic lp khoch c ci thin
76
08/05/2013
39
CHIN LC CP CNG TY
CHNG VI: CC CP V CC LOI CHIN LC
2. Nhm chin lc chuyn su
Chin lc thm nhp th trng
Chin lc pht trin th trng
Chin lc pht trin sn phm
Tng th phn cho sn phm/dch v hin tiTp trung tip th, tng nhn vin bn hng,V d: BMW ra mt trung tm dch v xe tng doanh s bn xeBMW
77
CHIN LC CP CNG TY
CHNG VI: CC CP V CC LOI CHIN LC
2. Nhm chin lc chuyn su
Chin lc thm nhp th trng
Chin lc pht trin th trng
Chin lc pht trin sn phm
a ra sn phm/dch v hin c vo khu vc a l miV d: Hong Anh Gia Lai m vn phng ti Lo, Vietnam Airlinesu t hng khng Campuchia
78
08/05/2013
40
CHIN LC CP CNG TY
CHNG VI: CC CP V CC LOI CHIN LC
2. Nhm chin lc chuyn su
Chin lc thm nhp th trng
Chin lc pht trin th trng
Chin lc pht trin sn phm
Tng doanh th t vic ci tin v sa i sn phm/dch v hin tiV d: S thay i hng v ca Xylitol, Omo thay i bao b, kiucch np bnh
79
CHIN LC CP CNG TY
CHNG VI: CC CP V CC LOI CHIN LC
3. Nhm chin lc m rng hot ng
a dng ha ng tm
a dng ha theo chiu ngang
a dng ha kiu kt khi
Tng doanh thu bng cch thm vo cc sn phm/dch v mi c linquan cho khch hnh hin ti.V d: Toyota gii thiu mu xe th thao Fortuner, Ford gii thiuEverest, Honda gii thiu Civic Habanero..
80
08/05/2013
41
CHIN LC CP CNG TY
CHNG VI: CC CP V CC LOI CHIN LC
3. Nhm chin lc m rng hot ng
a dng ha ng tm
a dng ha theo chiu ngang
a dng ha kiu kt khi
Tng doanh thu bng cc thm vo sn phm/dch v mi khng linquan cho khch hng hin ti.V d: Acer v Dell tn cng vo th trng in thoi di ng,Vinamilk u t vo xy dng nh my c ph.
81
CHIN LC CP CNG TY
CHNG VI: CC CP V CC LOI CHIN LC
3. Nhm chin lc m rng hot ng
a dng ha ng tm
a dng ha theo chiu ngang
a dng ha kiu kt khi
Tng doanh thu bng cch thm vo sn phm/dch v khng lin quancho khch hng mi.V d: FPT hot ng t lnh vc vin thng sang hot ng trong dchv ngn hng (Tienphong Bank)
82
08/05/2013
42
CHIN LC CP CNG TY
CHNG VI: CC CP V CC LOI CHIN LC
3. Nhm chin lc khc
Lin doanhThu hp bt hot ngCt b bt hot ngThanh lChin lc hn hp
83
CHIN LC CP CNG TY
CHNG VI: CC CP V CC LOI CHIN LC
4. Qu trnh pht trin ca mt cng ty
4.1. Tp trung vo mt lnh vc kinh doanh. Tp trung vo mt lnh vc kinh doanh nht nh trn th trng ni
a Chin lc cng ty cng l chin lc cp kinh doanh Li th:
C y ngun lc D dng nm bt th trng
Bt li: Gii hn v lnh vc kinh doanh v th trng Gp kh khn trong ti a ha li nhun B l c hi s dng nng lc ct li cho cc lnh vc lin
quan
84
08/05/2013
43
CHIN LC CP CNG TY
CHNG VI: CC CP V CC LOI CHIN LC
4. Qu trnh pht trin ca mt cng ty
4.2. Hi nhp dc, m rng th trng Cng c, m bo v th cnh tranh bn vng Li th: Gim chi ph nh
Kim sot c dy chuyn cung ng Thc hin lin tc, phi hp quy trnh sn xut Ch ng ngun vt t
Bt li: Bt li v chi ph Thay i cng ngh Nhu cu khng n nh
85
CHIN LC CP CNG TY
CHNG VI: CC CP V CC LOI CHIN LC
4. Qu trnh pht trin ca mt cng ty
4.3. a dng ha, m rng hot ng sang lnh vc mi Thc hin khi ngun lc ti chnh d tha Chin lc khc ngoi cc chin lc m rng hot ng:
C cu kinh doanh Ti cu trc Chuyn giao k nng Chia s ngun lc.
86
08/05/2013
44
CHIN LC CP N V KINH DOANH
CHNG VI: CC CP V CC LOI CHIN LC
1. Nn tng ca chin lc cp n v kinh doanh
1
Nhu cu khch hng v s khc bit ha sn phm
3
Nng lc phn bit
2
Nhm khch hng v s phn khc th trng
87
CHIN LC CP N V KINH DOANH
CHNG VI: CC CP V CC LOI CHIN LC
2. Cc loi chin lc cnh tranh
1
Chin lc cnh tranh tng qut
3
Chin lc theov tr cnh tranh
2
Chin lc theochu k phttrin ngnh
88
08/05/2013
45
CHIN LC CP N V KINH DOANH
CHNG VI: CC CP V CC LOI CHIN LC
Chi ph thpnht
Ngun gc ca li th
Khc bitha
Rng Chi ph thpnhtKhc bitha SP
Phm vi cnh tranh
HpTp trung
da vo CP thp nht
Tp trungda vokhc bit
ha
2.1. Chin lc cnh tranh tng qut
89
CHIN LC CP N V KINH DOANH
CHNG VI: CC CP V CC LOI CHIN LC
Dn o chi ph
To s khc bit Tp trung
To s khc bit sn phm
Thp (da vo gi)
Cao (da vo s c
o)Thp ti cao
Phn on th trng
Thp (Th trng khi lng ln)
Cao (Nhiu
phn onth trng)
Thp (mt hoc mt vi phn on)
Nng lc tos khc bit
Ch to v qun tr vt
liu
R&D, bn hng v
marketing
Bt k nnglc to s
khc bit no
2.1. Chin lc cnh tranh tng qut
90
08/05/2013
46
CHIN LC CP N V KINH DOANH
CHNG VI: CC CP V CC LOI CHIN LC
2.1.1. Chin lc dn o chi phLi th Bt li
C mt v th chi ph ng gi phng th trc cc i th cnh tranh
It b tc ng bi s tng gi cc u vo trc cc nh cung cp y quyn lc
t b thc p gim gi bi cckhch hng quyn lc
C v th hp dn hn trn phng din s thay th sn phm
Thit lp mt ro cn nhp cuc nh li th chi ph
Kh nng ca cc i th cnh tranh tm cch sn xut vi mc chi ph thp hn
Kh nng nhng i th cnh tranh bt chc mt cch d dng cc phng php ca ngi dn o chi ph
Ri ro khi ngi dn o chi ph chuyn tm vo gim chi ph sn xut, c th mt i s nhn nhn v nhng thay i s thch ca KH
2.1. Chin lc cnh tranh tng qut91
CHIN LC CP N V KINH DOANH
CHNG VI: CC CP V CC LOI CHIN LC
Li th Bt li
S trung thnh nhn hiu l mt ti sn rt ng gi bo v cng ty v mi mt
C th chuyn s tng gi v pha khch hng
C th to nn mt ro cn nhp cuc
S e do ca cc sn phm thay th tu thuc kh nng p ng vi nhu cu ca khch hng
i th c th bt chc sn phm hay nhng g m ngi to khc bit lm
Theo thi gian cc sn phm khc bit s tr nn thng thng.
2.1.2. Chin lc khc bit ha
2.1. Chin lc cnh tranh tng qut92
08/05/2013
47
CHIN LC CP N V KINH DOANH
CHNG VI: CC CP V CC LOI CHIN LC
Chin lc khc bit ha v dn o chi ph: Tn dng cng ngh sn xut mm do, ch to linh hot Tiu chun ho nhiu chi tit b phn c s dng trong
sn phm cui cng Gim c chi ph sn xut v chi ph marketing bng cch
gii hn s mu sn phm trong ph sn phm khi cungcp cc gi nh ca cc tuy chn hn l khch hng tchn ra chnh xc tu chn h cn
Gim chi ph cng nh ci thin cht lng v tin cycho sn phm bng h thng tn kho ng thi hn (JIT)
93
CHIN LC CP N V KINH DOANH
CHNG VI: CC CP V CC LOI CHIN LC
Li th Bt li
D dng tp trung vo ccngun gy khc bit: hiu qu, cht lng, s ci tin v p ng khch hng
Lng trung thnh c th gipgim nh e do t sn phm thay th
Khng phi qun l nhiu phn on th trng
Sc mnh thuc v nh cung cp do khi lng mua nh
Chi ph sn xut thng cao hn chi ph sn xut ca cc cng ty c chi ph thp
Cc khe h ca ngi tptrung c th t ngt bin mtdo s thay i cng ngh hay s thay i s thch cakhch hng
2.1.3. Chin lc tp trung
2.1. Chin lc cnh tranh tng qut94
08/05/2013
48
CHIN LC CP N V KINH DOANH
CHNG VI: CC CP V CC LOI CHIN LC
2.2.1. Chin lc trong cc ngnh phi thai v tng trng T pht trin v tip th s i mi Pht trin v tip th s i mi thng qua ng minh hoc
lin doanh Bn bn quyn>>> Khai thc i mi v tp lp li th cnh tranh di hn2.2.2. Chin lc trong cc ngnh trng thnh Ngn cn gia nhp ngnh Qun l cc i th cnh tranh
2.2. Chin lc theo chu k pht trin ngnh95
CHIN LC CP N V KINH DOANH
CHNG VI: CC CP V CC LOI CHIN LC
2.2.3. Chin lc trong cc ngnh chn mi Bo v th phn v ci tin cht lng sn phm Kim sot quan h vi ngi cung cp v nh phn phi2.2.4. Chin lc trong ngnh suy thoi Chin lc lnh o Chin lc th trng c tn Chin lc thu hoch Chin lc tho chy
2.2. Chin lc theo chu k pht trin ngnh96
08/05/2013
49
CHIN LC CP N V KINH DOANH
CHNG VI: CC CP V CC LOI CHIN LC
2.3.1. Chin lc ngi dn u th trng2.3.2. Chin lc ca ngi v th thch thc2.3.3. Chin lc ca ngi i sau
2.3. Chin lc theo v th cnh tranh97
CHIN LC CP CHC NNG
CHNG VI: CC CP V CC LOI CHIN LC
Cp Chc Nng
Sn xutQun tr, lnh o
Marketing
Qun tr chui cung ng v Logistics
H thng thng tin
R&D
Ngun nhn lc
Ti chnh
98
08/05/2013
50
1. Tin trnh hoch nh chin lc2. Giai on nhp vo3. Giai on kt hp4. Giai on quyt nh
99
CHNGVII: HOCH NHCHIN LC CNG TY
100
08/05/2013
51
CHNGVII: HOCH NHCHIN LC CNG TY
Giai on I: Giai on nhp voMa trn nh gi ccyu t bn ngoi (EFE)
Ma trn hnh nh cnhtranh
Ma trn nh gi ccyu t bn trong (IFE)
Giai on II: Giai on kt hpMa trn nguy c, c hi, immnh, im yu(SWOT/TOWS)
Ma trn v thchin lc vnh gi hnhng (SPACE)
Ma trn nhmtham kho kin BOSTON (BCG)
Ma trnbn trong bnngoi (IE)
Ma trnchinlcchnh
Giai on III: Giai on quyt nhMa trn hoch nh chin lc c kh nng nh lng (QSPM)
Fred R. David, Khi lun v Qun tr chin lc, tr.260
101
CHNGVII: HOCH NHCHIN LC CNG TY
1. Phn tch mi trng bn ngoi Ma trn EFE (External Factor Evaluation)Bc 1: Lp danh mc 10 20 yu t c hi v nguy c ch yuBc 2: Phn loi tm quan trng (0,0 Khng quan trng, 1,0 rt quan trng). Tng s cc phn loi l 1,0.Bc 3: Xc nh h s phn loi (4 phn ng tt, 3 phn ng trn trung bnh, 2 phn ng TB, 1 phn ng yu)Bc 4: Nhn tm quan trng vi h sBc 5: Cng tng im ca tt c cc yu t (Khng qu 4,0 v khng di 1,0). Tng im TB: 2,5
102
08/05/2013
52
CHNGVII: HOCH NHCHIN LC CNG TY
1. Phn tch mi trng bn ngoi Ma trn hnh nh cnh tranhBc 1: Lp danh mc 10 yu t nh hng n kh nngcnh tranh ca cc doanh nghip trong ngnhBc 2: Phn loi tm quan trng (0,0 Khng quan trng, 1,0 rt quan trng). Tng s cc phn loi l 1,0.Bc 3: Xc nh h s phn loi (4 phn ng tt, 3 phn ng trn trung bnh, 2 phn ng TB, 1 phn ng yu)Bc 4: Nhn tm quan trng vi h sBc 5: Cng tng im ca tt c cc yu t cho tngdoanh nghip (Khng qu 4,0 v khng di 1,0).
103
CHNG VII: HOCH NH CHIN LC CNG TY
2. Phn tch mi trng bn trong Ma trn IFE (Internal Factor Evaluation)Bc 1: Lp danh mc 10 20 yu t im mnh v imyu c bnBc 2: Phn loi tm quan trng (0,0 Khng quan trng, 1,0 rt quan trng). Tng s cc phn loi l 1,0.Bc 3: Xc nh h s phn loi (1 rt yu, 2 kh yu, 3 kh mnh, 4 rt mnh)Bc 4: Nhn tm quan trng vi h sBc 5: Cng tng im ca tt c cc yu t (Khng qu 4,0 v khng di 1,0). Tng im TB: 2,5
104
08/05/2013
53
CHNG VII:HOCH NHCHIN LC CNG TY
1. Ma trn SWOT(Strengths, Weaknesses, Opportunities, and Threats) Kt hp cc yu t quan trng bn trong v bn ngoi hnh
thnh cc chin lc
105
Yu t quan trngbn trong
Yu t quan trng bn ngoi Chin lc tng hp
Vn lun chuyntha
Ngnh ang c nh nc quantm u t pht trin
Cng sut khng S rt khi ngnh ca 2 i thcnh tranh ln
Mnh v hot ngR&D
Gim s lng ngi trngthnh cn tr
Tinh thn lm victhiu nhit tnh ca
nhn vin
S xm nhp th trng ca ith mi c li th v danh ting
u t xy dng nhmy mi
Kt hp chiu ngang, mua li c s vt chtPht trin sn phm
phc v ngi cao tuiPht trin h thng
phc li mi cho nhn vin
CHNG VII:HOCH NHCHIN LC CNG TY
1. Ma trn SWOT Gm 8 bc cn bn
106
trng O T
S SO ST
W WO WT
08/05/2013
54
CHNG VII:HOCH NHCHIN LC CNG TY
1. Ma trn TOWS Nhn mnh cc yu t mi trng bn ngoi v cc chin
lc
107
trng S W
O SO WO
T ST WT
CHNG VII:HOCH NHCHIN LC CNG TY
S W O T1. V tr ti
chnh mnh2. H thng
phn phirng khp
1. Thiuchuynmn kthut vin ton
2. Cht lngsn phmkm
1. Th trngnc ngoicha boha
2. Nhu cu vdch vmy vi tnhgia tng
1. Cc u ica chnhph gim
2. Nh phnphi khngng tin cy
1. Ma trn SWOT
108
08/05/2013
55
CHNG VII:HOCH NHCHIN LC CNG TY
109
O T
S Pht trin thtrng
a dng ha kthp
WMua li cng tyin ton k
thut cao
Kt hp v phatrc
1. Ma trn SWOT
CHNG VII:HOCH NHCHIN LC CNG TY
2. Ma trn SPACE (Stragetic Position Action Evaluation) L ma trn xc nh v tr chin lc v nh gi hot ng
ca doanh nghip Gip doanh nghip quyt nh la chn chin lc tn cng,
thn trng/bo th, phng th hay cnh tranh Ct dc: Sc mnh ti chnh (FS-Financial Strength) + S nnh ca mi trng (ES-Environmental Stability)
Ct ngang: Li th cnh tranh (CA-Competitive Advantage) + Sc mnh ca ngnh (IS-Industrial Strength)
110
08/05/2013
56
CHNG VII:HOCH NHCHIN LC CNG TY
2. Ma trn SPACE (Stragetic Position Action Evaluation) L ma trn xc nh v tr chin lc v nh gi hot ng
ca doanh nghip Gip doanh nghip quyt nh la chn chin lc tn cng,
thn trng/bo th, phng th hay cnh tranh Ct dc: Sc mnh ti chnh (FS-Financial Strength) + S nnh ca mi trng (ES-Environmental Stability)
Ct ngang: Li th cnh tranh (CA-Competitive Advantage) + Sc mnh ca ngnh (IS-Industrial Strength)
111
CHNG VII:HOCH NHCHIN LC CNG TY
2. Ma trn SPACE (Stragetic Position Action Evaluation)
112
Conservative: Thn trng Aggressive: Tn cng Competitive: Cnh tranh Defensive: Phng th
08/05/2013
57
CHNG VII:HOCH NHCHIN LC CNG TY
2. Ma trn SPACE (Stragetic Position Action Evaluation) Chin lc tn cng
Mnh v ti chnh v t c nhiu li th cnh tranh trong mtngnh tng trng v n nh
Hoc mnh v ti chnh v l mt cng ty ang ni bt trong ngnh V tr tt s dng nhng im mnh Cc chin lc thch hp: Thm nhp th trng, pht trin th trng,
pht trin sn phm, kt hp v pha sau / pha trc / chiu ngang, adng ha ng tm / kt hp / theo chiu ngang
hoc chin lc tng hp11
3
CHNG VII:HOCH NHCHIN LC CNG TY
2. Ma trn SPACE (Stragetic Position Action Evaluation) Chin lc cnh tranh
C li th cnh tranh ln trong ngnh c mc tng trng cao Hoc cnh tranh kh tt trong mt ngnh khng n nh Nn tng kh nng v tim nng cnh tranh Cc chin lc thch hp: Hi nhp v pha sau / pha trc / theo
chiu ngang, thm nhp th trng, pht trin th trng, pht trin snphm hoc tham gia lin doanh
114
08/05/2013
58
CHNG VII:HOCH NHCHIN LC CNG TY
2. Ma trn SPACE (Stragetic Position Action Evaluation) Chin lc phng th
V tr cnh tranh rt km trong mt ngnh c mc tng trng m vkhng n nh
Hoc c kh khn v ti chnh trong mt ngnh rt bt n Tp trung ci thin im yu bn trong v trnh cc e da bn ngoi Cc chin lc thch hp: Hn ch chi tiu, loi b bt, thanh l v a
dng ha ng tm
115
CHNG VII:HOCH NHCHIN LC CNG TY
2. Ma trn SPACE (Stragetic Position Action Evaluation) Chin lc thn trng
C sc mnh v ti chnh trong mt ngnh cng nghip n nh nhngkhng tng trng, khng c li th cnh tranh ln
Hoc ang b bt li v cnh tranh trong mt ngnh n nh v cngngh nhng li st gim v doanh s bn
Hot ng trong kh nng, khng nn liu lnh m rng Cc chin lc thch hp: Thm nhp th trng, pht trin th trng,
pht trin sn phm v a dng ha ng tm.11
6
08/05/2013
59
CHNG VII:HOCH NHCHIN LC CNG TY
2. Ma trn SPACE (Stragetic Position Action Evaluation) Bc 1: Chn mt nhm cc yu t th hin sc mnh ti chnh (FS), li th
cnh tranh (CA), S n nh ca mi trng (ES), v sc mnh ngnh (IS). B 2: n nh gi tr +1 (Xu nht) ti +6 (Tt nht) cho mi yu t thuc FS v
IS, n nh gi tr -1 (Tt nht) ti 6 (Xu nht) cho mi yu t thuc ES v CA
B 3: Tnh im trung bnh cho FS bng cch cng cc gi tr n nh cho cc yu t, ri chia cho s cc yu t c c la chn th hin trong FS. Tng t cch tnh vi IS , ES v CA
B 4: nh s im trung bnh cc FS, IS, ES v CA ln cc trc thch hp ca ma trn SPACE
B 5: Cng im s trn trc X v nh du im kt qu trn trc X , tng t lm vi trc Y sau xc nh giao im ca 2 im mi trn trc XY
Bc 6: V Vecto c hng t im gc ca ma trn SPACE qua giao im mi
117
CHNG VII:HOCH NHCHIN LC CNG TY
2. Ma trn SPACE (Stragetic Position Action Evaluation)
118
V tr chin lc bn trong V tr chin lc bn ngoi
CtX
CA IS
CtY
FS ES
1. Cht lng sn phm2. Th phn3. Hnh nh / Nhn hiu4. Vng i sn phm
-1-1,6-2,8-1,8
-1,8
1. Ro cn nhp cuc2. Tim nng pht trin3. Kh nng huy ng vn4. Tnh ng nht
+5+4+6+5
1. ROA2. n by ti chnh3. Kh nng thanh khon4. Dng chy vn
5,83,75,24,5
+4,8
1. Lm pht2. S thay i cng ngh3. S bin i ca nhu cu4. Thu
-5-2,5-4-4,5
-4,0
+5,0
Ct X : - 1,8 + 5,0 = + 3.2Ct Y : + 4,8 4,0 = + 0,8
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CHNG VII:HOCH NHCHIN LC CNG TY
2. Ma trn SPACE (Stragetic Position Action Evaluation) Ct X : - 1,8 + 5,0 = + 3.2 Ct Y : + 4,8 4,0 = + 0,8
119
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3. Ma trn BCG (Boston Consulting Group) Xc nh nhng yu cu v vn u t (dng tin) v nhng ni c th
to ra ngun vn u t cc n v kinh doanh chin lc (SBU) khcnhau quyt nh chin lc thch hp
Ch ra cch s dng ngun vn u t Xc nh tip nhn hoc t b SBU
120
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CHNG VII:HOCH NHCHIN LC CNG TY
3. Ma trn BCG (Boston Consulting Group) Bc 1: Xc nh danh mc cc SBU v nh gi trin vng tng lai ca
chng Phn chia cc SBU Th phn tng i: t l th phn ca SBU so vi i th cnh tranh Tc tng trng ca ngnh Bc 2: Sp xp cc SBU vo ma trn Trc ngang: th phn tng i Trc dc: tc tng trng ca ngnh SBU: Biu th bng hnh trn c tm theo TPT v TTT ngnh v kch
thc t l vi doanh thu / li nhun ca SBU trong tng doanh thu / linhun ca doanh nghip
121
CHNG VII:HOCH NHCHIN LC CNG TY
3. Ma trn BCG (Boston Consulting Group)
122
TL
TngTrngNgnh
Th phn tng i
Cao+20%
TB+10%
Thp -20%Cao 1,0 TB 0,5 Thp 0,0
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CHNG VII:HOCH NHCHIN LC CNG TY
3. Ma trn BCG (Boston Consulting Group) Bc 3: Xc nh chin lc cho tng SBU
123
(I) Question Marks: Th phn thp, ngnh tng trng
cao, trin vng v li nhun v tngtrng trong di hn
C th bin thnh ngi sao nhngcn vn u t ln
Cc chin lc thch hp: Thmnhp th trng, pht trin thtrng, pht trin sn phm hocbn chng.
CHNG VII:HOCH NHCHIN LC CNG TY
3. Ma trn BCG (Boston Consulting Group) Bc 3: Xc nh chin lc cho tng SBU
124
(II) Stars: Th phn ln, ngnh tng trng
cao Li th cnh tranh v c hi pht
trin ln Cn vn u t ln Cc chin lc thch hp: Chin
lc kt hp v pha trc / phasau / chiu ngang, thm nhp / phttrin th trng / sn phm, thamgia lin doanh
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CHNG VII:HOCH NHCHIN LC CNG TY
3. Ma trn BCG (Boston Consulting Group) Bc 3: Xc nh chin lc cho tng SBU
125
(III) Cash Cows: Th phn ln, ngnh tng trng
thp, giai on trng thnh v cv th cnh tranh
u th v chi ph nh li th kinh ttheo qui m v ng cong kinhnghim >>> kh nng sinh li cao
Mang li doanh thu v li nhuncao nhng khng cn vn u tln
Cc chin lc thch hp: Pht trinsn phm / a dng ha kt hphoc gim bt chi tiu / loi b bthot ng
CHNG VII:HOCH NHCHIN LC CNG TY
3. Ma trn BCG (Boston Consulting Group) Bc 3: Xc nh chin lc cho tng SBU
126
(IV) Dogs: Th phn thp, ngnh tng trng
thp Khng c trin vng Cc chin lc thch hp: Ti cu
trc / Ci tin v Ct gim chi phhoc thanh l / Loi b bt hotng.
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CHNG VII:HOCH NHCHIN LC CNG TY
4. Ma trn GE (General Electric)5. Ma trn IE (Internal External)6. Ma trn Chin lc chnh (Grand Strategy)
127
CHNG VII:HOCH NHCHIN LC CNG TY
1. Phng php Chuyn gia2. Ma trn QSPM
128
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2. Ma trn QSPM
129
Bc 1: Lit k c hi, e da, im mnh, im yu B 2: Phn loi cc yu t bn trong v bn ngoi B 3: Xc nh cc chin lc thay th B 4: Xc nh s im hp dn (AS) ca mi chin lc ng vi cc yu
t. Rt khng hp dn = 1, t hp dn = 2, hpdn = 3, kh hp dn = 3, rt hp dn = 4
B 5: Tnh tng s im hp dn (TAS) B 6: Tnh tng s im hp dn cho mi chin lc
CHNG VII:HOCH NHCHIN LC CNG TY
2. Ma trn QSPM
130
Cc yu t chnh
Hs
phnloi
Cc chin lc c th lachn
Mua cty TC Mua cty TPAC TAS AS TAS
Cc yu t bn trong1. Kinh nghim ca BQT2. Vn lun chuyn tha3. R&D pht trin mnh4. ROA thpCc yu t bn ngoi1. Li sut tng cao2. Dn s tng3. Ngnh ti chnh pht trin mnh4. i th ln ang gia nhp
3431
2341
42-2
3441
23-3
4223
Tng im 57 46