MC LC MC LC........................................................................................................................................1 Chng 1. NHNG VN C BN V CHIN LC V QUN TR CHIN LC......1 1. CHIN LC..........................................................................................................................1 1.1. Nhng quan im v chin lc ......................................................................................1 1.2. nh ngha chin lc........................................................................................................2 1.3. Mc ch v vai tr ca chin lc....................................................................................2 1.4. Mt s khi nim lin quan n chin lc.......................................................................2 2. CC CP CHIN LC V CC LOI CHIN LC....................................................4 2.1. Cc cp chin lc.............................................................................................................4 2.2. Cc loi chin lc............................................................................................................5 3. QUN TR CHIN LC....................................................................................................11 3.1. Cc khi nim qun tr chin lc ..................................................................................11 3.2. Li ch v hn ch ca qun tr chin lc .....................................................................12 3.4. M hnh tng qut qun tr chin lc ...........................................................................15 Chng 2. XC NH NHIM V (S MNH) V MC TIU ............................................20 CHIN LC................................................................................................................................20 1. TM NHN (VIN CNH ) V S MNH........................................................................20 1.1. Tm nhn chin lc Vision (Vin cnh).....................................................................20 1.2. S mnh (Mision)............................................................................................................22 2. XC NH MC TIU CHIN LC...............................................................................23 2.1. Khi nim v yu cu ca mc tiu.................................................................................23 2.2. Cc thnh phn nh hng n mc tiu chin lc .....................................................24 Chng 3. PHN TCH MI TRNG BN NGOI................................................................27 1.1. Mi trng bn ngoi......................................................................................................27 1.2. Cc khi nim c lin quan..............................................................................................27 2. NGHA V MC CH CA VIC NGHIN CU MI TRNG BN NGOI....28 2.1. ngha ca vic nghin cu mi trng bn ngoi........................................................28 2.2. Mc ch ca vic nghin cu mi trng bn ngoi.....................................................28 3. NI DUNG NGHIN CU MI TRNG BN NGOI.................................................29 3.1. Nghin cu mi trng v m.........................................................................................29 3.2. Nghin cu mi trng vi m.........................................................................................35 4. CC CNG C V PHNG PHP NGHIN CU MI TRNG BN NGOI ....................................................................................................................................................42 4.1. Thu thp v x l thng tin..............................................................................................42 4.2. D bo mi trng kinh doanh........................................................................................44 4.3. Ma trn nh gi cc yu t bn ngoi ( EFE Matrix External Factor Evaluation Matrix)....................................................................................................................................46 4.4. Ma trn hnh nh cnh tranh............................................................................................48 1. MI TRNG BN TRONG V NHNG VN C LIN QUAN...........................51 1.1. Mi trng bn trong.......................................................................................................51 1.2. Nhng vn c lin quan..............................................................................................52 2. NGHA V MC CH CA VIC NGHIN CU MI TRNG BN TRONG....53 3. NI DUNG NGHIN CU MI TRNG BN TRONG................................................53 3.1. Nghin cu mi trng bn trong theo quan im ca Fred R. David...........................53 3.3. Nghin cu mi trng bn trong theo quan im ca mt s tc gi khc...................61

Theo Alex Miller and Gregory G.Dess (1996) v mt s tc gi khc, c th nh gi mt cch y v chnh xc hn v mi trng bn trong ca mt doanh nghip cn xem xt thm nm yu t khc na: phn tch ti chnh, vn ha, lnh o, tnh hp php v danh ting ca doanh nghip.............................................................................................................................................62 Phn tch ti chnh..........................................................................................................................62 im khi u ca nh gi v tr ti chnh ca mt doanh nghip l tnh ton v phn tch nm tiu thc c bn ca h thng ti chnh: Lun chuyn, n by, hot ng, li nhun danh li v tng trng......................................................................................................................................62 Cc ch s lun chuyn: a ra nhng o lng v nng lc ca doanh nghip trong vic p ng nhng ngha v ti chnh ngn hn ca n, bao gm 2 ch s c bn:...........................................62 - Kh nng thanh ton hin thi;...................................................................................................62 - Kh nng thanh ton nhanh.........................................................................................................62 Cc ch s n by: (cc ch s cn cn n) a ra biu th v ri ro ti chnh ca doanh nghip, cho thy phm vi c ti tr bng cc khon n ca doanh nghip, bao gm:............................62 - Ch s n trn ton b ti sn;.....................................................................................................62 - Ch s n trn vn c phn thng;............................................................................................62 - Ch s n di hn trn vn c phn thng;................................................................................62 - Ch s v kh nng thanh ton li vay.........................................................................................62 Cc ch s hot ng: Phn nh hiu qu s dng cc ngun lc ca doanh nghip, bao gm:....62 - Ch s v s vng quay tn kho;.................................................................................................62 - Ch s v vng quay ton b vn;...............................................................................................62 - Ch s v vng quay vn c nh;...............................................................................................62 - K thu tin bnh qun..................................................................................................................62 Cc ch s li nhun, doanh li: a ra nhng thng tin biu th hiu qu chung v qun l, cho thy li nhun do kinh doanh bn hng v do u t, bao gm:....................................................62 - Li nhun bin t gp;.................................................................................................................62 - Li nhun bin t hot ng;.......................................................................................................62 - Doanh li ca ton b vn (ROA);.............................................................................................62 - Doanh li ca c phn thng (ROE);........................................................................................62 - Li nhun cho mt c phn.........................................................................................................62 Cc ch s tng trng: Cho thy kh nng duy tr v tr kinh t ca doanh nghip trong mc tng trng ca nn kinh t v ca ngnh. Bao gm:............................................................................62 - T l tng trng v doanh thu;...................................................................................................62 - T l tng trng v li nhun;....................................................................................................62 - T l tng trng v li nhun c phn hng nm;......................................................................62 - T l tng trng tin li c phn;...............................................................................................62 - Ch s gi trn li nhun c phn................................................................................................62 Vic phn tch chi tit cc ch s c th sng t nhiu vn quan trng, nh cu trc chi ph qun l c nh, nng lc tng vn, s ph hp ca vn lu ng v d tr, hiu sut ca vic s dng ti sn................................................................................................................................62 Vn ha t chc v lnh o...........................................................................................................63 Vn ha t chc c th c xem nh l mt phc hp ca nhng gi tr, nhng nim tin, nhng gi nh v nhng biu tng m nhng iu ny xc nh cch thc trong doanh nghip tin hnh cc hot ng kinh doanh. Vn ha t chc c th to ra nhng thun li hoc cn tr vic thc hin mt chin lc c chn..............................................................................................63

Cht lng ca lnh o nhng hot ng ca cc nh qun tr cp cao c nh hng cc k quan trng n vic hnh thnh v pht trin ca vn ha t chc v n ton b ng hng chin lc ca doanh nghip..........................................................................................................63 Mc d phong cch lnh o v vn ha t chc c nhng nh hng quan trng ti vic thc hin nhim v ca doanh nghip, song cng ging nh danh ting, yu t ny rt kh lng ha. Cc loi hnh doanh nghip v ngnh khc nhau, nhng thi i khc nhau s i hi phong cch lnh o v vn ha t chc khc nhau..................................................................................63 Tnh tun th lut php v danh ting............................................................................................63 Chin lc th trng sn phm ca mt doanh nghip l nhng hot ng ct li hng ti mc tiu to v th ca doanh nghip trong ngnh nhm t ti li th kinh t bn vng. Nhng chin lc chnh tr nhm tng cng tnh hp php v danh ting ca doanh nghip c hng ti to ra tnh hp php v quan im cng ng c li. ..............................................................63 Vic qung co ca doanh nghip thng phn nh nhng tiu chun o c ca n. Cc qung co c chng minh l sai hoc la di c th gy nhng hu qu nghim trong n tnh hp php v danh ting ca doanh nghip.............................................................................................63 Nhng doanh nghip tun th lut php v c danh ting x hi tt, do cung cp cc dch v quan trng, cht lng cao phc v cho cng ng hoc ng gp ln cho s nghip an ninh quc phng ton dn s c hng u i t nhng chnh sch ca chnh ph...................................63 4. PHNG PHP V CNG C NGHIN CU MI TRNG BN TRONG........63 Tng t nh nghin cu mi trng bn ngoi, qu trnh nghin cu mi trng bn trong cng c thc hin qua cc bc:.........................................................................................................63 - Thu thp v x l thng tin;........................................................................................................63 - D bo mi trng kinh doanh;..................................................................................................63 - Lp bng tng hp thng tin v mi trng bn trong;..............................................................63 - Phn tch cc yu t ca mi trng bn trong, xc nh cc im mnh v im yu;............63 - Lp ma trn nh gi cc yu t bn trong..................................................................................63 im khc bit trong phn tch mi trng bn trong l phi tin hnh cc kiu so snh xc nh chnh xc nhng im mnh v im yu..............................................................................63 4.1. Thc hin nhng so snh xc nh im mnh, im yu..........................................63 nghin cu mi trng bn trong ca mt doanh nghip cn phn tch, m x ton b hot ng ch yu v h tr trong chui gi tr ca doanh nghip y, bn cnh cn phn tch, nh gi cc chc nng, b phn, lnh vc hot ng quan trng khc ca doanh nghip. Tuy nhin, nu ch da trn nhng s liu ca doanh nghip, th nhng nh gi rt d b mang tnh ch quan sai lch. khc phc khim khuyt , cc nh qun tr thng s dng phng php so snh vi 3 cch tip cn sau:...................................................................................................................63 1. So snh hot ng ca doanh nghip nhng thi k khc nhau (so snh theo thi gian)......63 2. So snh cc hot ng ca doanh nghip vi nhng chun mc ca ngnh v vi cc i th cnh tranh ch yu..........................................................................................................................63 3. nh gi trnh ca doanh nghip trn c s nhng nhn t thnh cng ct li ca ngnh hoc cc ngnh trong doanh nghip hot ng..........................................................................64 Bn cnh , cc nh qun tr c th s dng nhng kinh nghim c c t s hiu bit mang tnh trc gic v ngnh, nhng ngh ca cc c vn, nhng nhn thc v hin ti v nhng mc thc hin c i hi.......................................................................................................64 So snh theo thi gian.....................................................................................................................64 Xem xt vic thc hin nhim v ca doanh nghip trong bi cnh lch s (theo thi gian) ph hp, ngha l tm hiu xem vic thc hin nhim v ca doanh nghip c hon thin (tng ln) hay suy gim so vi nhng nm qua. ........................................................................................64

Khi s dng cc kt qu so snh theo thi gian cc nh qun tr cn lu : 1/ Vic so snh s liu nm ny vi nm khc c th a ra nhng kt lun khng chnh xc, nu thi im ly s liu so snh nhng thi k khc nhau ca chu k tng trng kinh t (thi k pht trin v thi k suy thoi). 2/ So snh theo thi gian cng c th dn n nhng kt lun khng ng mt khi chin lc tng qut ca doanh nghip thay i. 3/ So snh theo thi gian c th hin bng t l phn trm, m khng quan tm n s liu tuyt i v khng xem xt tng quan trong ngnh cng c th dn n nhng sai lm khi khng tnh n s pht trin ca ngnh v sn phm...............64 So snh cc chun mc ca ngnh vi cc i th cnh tranh ch yu.........................................64 Nhng hn ch ca phng php so snh theo thi gian c th c khc phc bng phng php so snh kt qu ca doanh nghip vi nhng chun mc ca ngnh v nhng i th cnh tranh ch yu ca n. Ba u im ca phng php ny:..............................................................64 1. Gip doanh nghip thy r c nhng chin lc hoc hot ng ca mnh c ph hp hay khng (gip tng hay lm suy gim thnh tch).............................................................................64 2. Gip nhn din hoc d on c nhng thay i trong chin lc ca cc i th cnh tranh................................................................................................................................................64 3. C kh nng nh gi v th cnh tranh ca doanh nghip trong ngnh...................................64 Nhn dng cc nhn t thnh cng ct li v cc i th cnh tranh ch yu...............................64 Cc nhn t thnh cng ct li (Critical Success Factors) l nhng nhn t quan trng, quyt nh s thnh cng ca doanh nghip trong cuc cnh tranh. Ngc li, nu nhng nhn t ny khng c thc hin tt, nng lc ca doanh nghip s b suy gim. Chnh v th, cc nh qun tr ht sc quan tm n cc nhn t ny, phi theo di, kim tra lin tc...............................................64 Trong nhng ngnh khc nhau s c nhng nhn t thnh cng ct li khc nhau. .....................64 Vic nhn dng cc nhn t thnh cng ct li ca ngnh ng vai tr ch yu trong vic xc nh v th cnh tranh ca doanh nghip. Tuy nhin, vic phn tch i th cnh tranh s tr nn hu ch hn nu n bao gm vic nhn dng cc nh cnh tranh ch yu v so snh vi cc i th cnh tranh ny v cc nhn t thnh cng ct li.....................................................................64 4.2. Ma trn nh gi cc yu t bn trong (IFE Matrix Internal Factor Evaluation Matrix) ................................................................................................................................................64 Ma trn IFE tng hp, tm tt v nh gi nhng im mnh v im yu c bn ca doanh nghip. Ma trn cho thy, nhng im mnh m doanh nghip cn pht huy v nhng im yu doanh nghip cn phi ci thin, nng cao thnh tch v v th cnh tranh ca mnh...............64 Ma trn IFE l mt cng c quan trong hoch nh chin lc cho doanh nghip v hnh thnh n cng cn qua 5 bc:.......................................................................................................64 Bc 1: Lp mt danh mc t 10 20 yu t, gm nhng im mnh v im yu c bn c nh hng ln n s pht trin ca doanh nghip...............................................................................64 Bc 2: Phn loi tm quan trng t 0,0 (khng quan trng) n 1,0 (rt quan trng) cho tng yu t. Tm quan trng ca tng yu t ty thuc vo mc nh hng ca yu t n s thnh bi ca doanh nghip trong ngnh kinh doanh ca n. Bt k l im mnh hay im yu, yu t c xem xt c mc nh hng ln nht n hot ng ca doanh nghip s c phn loi tm quan trng mc cao nht. Tng s cc mc phn loi c n nh cho tt c cc yu t phi bng 1,0........................................................................................................................65 Bc 3: Xc nh h s phn loi t 1 n 4 cho tng yu t, h s ca mi yu t ty thuc vo mc mnh yu ca doanh nghip, trong : 4 - rt mnh; 3 - kh mnh; 2 - kh yu; 1 - rt yu. Cc h s ny c xc nh bng phng php chuyn gia, da trn kt qu nh gi ni dung mi trng bn trong ca doanh nghip................................................................................65 Bc 4: Nhn tm quan trng ca tng yu t vi cc h s ca n xc nh s im v tm quan trng.......................................................................................................................................65

Bc 5: Cng tng s im v tm quan trng ca tt c cc yu t xc nh tng s im quan trng ca doanh nghip..........................................................................................................65 Tng s im cao nht m mt doanh nghip t c ch c th l 4,0 v thp nht l 1,0. Tng s im quan trng trung bnh l 2,5. Tng s im quan trng l 4 cho thy doanh nghip rt mnh v mi trng bn trong, iu cng c ngha l cc chin lc hin hnh ca doanh nghip pht huy c nhng im mnh, khc phc c nhng im yu ni ti ca mnh. Ngc li, tng s im l 1 cho thy, doanh nghip yu v cc im mnh v cng khng khc phc c cc im yu t mi trng bn trong..........................................................................65 V d: Ma trn nh gi cc yu t bn trong (IFE).......................................................................65 CU HI N TP........................................................................................................................66 1. Mi trng bn trong bao gm nhng yu t no? Nhng im cn lu khi phn tch mi trng bn trong?............................................................................................................................66 2. ngha ca vic nghin cu mi trng bn trong?..................................................................66 3. Mc ch ca vic nghin cu mi trng bn trong?...............................................................66 4. Ni dung nghin cu mi trng bn trong theo quan im ca Fred R. David?......................66 5. Ni dung nghin cu mi trng bn trong theo chui gi tr ca Michael E. Porter/..............66 6. Trnh by cc bc xy dng ma trn IFE?...........................................................................66 Chng 5. CHIN LC CP CNG TY...................................................................................67 Mc tiu:.........................................................................................................................................67 - Trnh by c quy trnh hoch nh chin lc cp cng ty.....................................................67 - S dng c cc cng c phc v cho cng tc hoch nh chin lc cp cng ty................67 1. CHIN LC CNG TY.....................................................................................................67 Chin lc cp cng ty hng ti cc mc tiu c bn di hn trong phm vi c cng ty. cp ny, chin lc phi tr li c cu hi: Cc hot ng no c th gip cng ty t c kh nng sinh li cc i, gip cng ty tn ti v pht trin? Theo Fred R. David, chin lc cp cng ty c th phn thnh 14 loi c bn................................................................................................67 Qu trnh pht trin ca mt doanh nghip, theo m hnh thc nc (Waterfall model) trong thng mi quc t, thng bao gm 3 giai on chnh:...............................................................67 1. Tp trung vo mt lnh vc kinh doanh trn th trng ni a;...............................................67 2. cng c v duy tr v th cnh tranh, doanh nghip c th thc hin hi nhp dc hoc m rng th trng ra bn ngoi, ton cu ha hot ng;...................................................................67 3. Doanh nghip thc hin a dng ha, m rng hot ng sang cc lnh vc kinh doanh mi. 67 Mi giai on pht trin s c nhng loi chin lc ph hp......................................................67 1.1. Giai on 1: Tp trung vo mt lnh vc kinh doanh......................................................67 Hu ht cc doanh nghip u bt u qu trnh hot ng ca mnh ch mt lnh vc kinh doanh nht nh v thng l trn th trng ni a. Trong trng hp ny v giai on ny, chin lc cp cng ty cng chnh l chin lc cp kinh doanh v doanh nghip c th theo ui cc chin lc cnh tranh: chi ph thp, khc bit ha sn phm hoc tp trung...........................67 Tp trung vo mt lnh vc kinh doanh, doanh nghip s c c cc li th:.............................67 - C y ngun lc thc hin thnh cng chin lc cnh tranh trn th trng mc tiu nh. ...............................................................................................................................................67 - Cc nh qun tr c iu kin nm bt, theo di cht ch nhng din bin ca mi trng kinh doanh, bao gm c mi trng bn ngoi v bn trong, trn c s kp thi a ra cc quyt nh thch hp. ...............................................................................................................................67 Nhng bn cnh nhng u im nu trn, tp trung vo mt lnh vc kinh doanh cng c th gy cho doanh nghip khng t iu bt li:.........................................................................................67

- Gii hn v lnh vc kinh doanh v th trng i khi khng m bo li th cnh tranh bn vng. Trong mt s trng hp nht nh, cn phi m rng th trng v pht trin theo hng hi nhp dc nhm thit lp li th cnh tranh...............................................................................67 - Doanh nghip c th gp kh khn trong vic ti a ha li nhun...........................................67 - Cc doanh nghip c th b l c hi s dng nng lc ct li ca mnh vo cc lnh vc khc c lin quan. Chnh iu ny thc y cc doanh nghip a dng ha hot ng nhiu lnh vc khc nhau.................................................................................................................................67 1.2. Giai on 2: Hi nhp dc, m rng th trng.............................................................67 Hi nhp dc (Vertical Integration) l vic doanh nghip tng quyn s hu hoc s kim sot ca mnh, thm ch m nhim lun c khu cung cp vt t v/hoc khu phn phi sn phm nhm m bo li th cnh tranh bn vng. ..................................................................................67 Hi nhp dc v pha trc l vic doanh nghip mua hoc u t vo nhng hot ng ca nh phn phi ngi mua ca mnh. Hi nhp dc v pha sau l doanh nghip u t hoc kinh doanh cc sn phm ca nh cung cp. Cn phn bit c hi nhp hon ton (Full Integration) v hi nhp tng phn (Taper Integration). Trong , hi nhp hon ton l khi doanh nghip t cung cp tt c cc vt t phc v qu trnh sn xut ca mnh v/hoc chu trch nhim hon ton trong vic phn phi sn phm. Hi nhp tng phn l khi doanh nghip khng m nhim hon ton vic cung ng vt t v/hoc phn phi sn phm........................................................68 Mc ch ca hi nhp dc l nhm cng c, m bo v th cnh tranh bn vng ca doanh nghip.............................................................................................................................................68 Mc d mng li nhiu li ch nh vy, nhng hi nhp dc cng c th gy cho doanh nghip mt s bt li nh sau:....................................................................................................................68 - Bt li v chi ph, khi doanh nghip t m bo ngun cung ng vt t vi mt chi ph nht nh, th trn th trng xut hin mt ngun cung cp khc vi gi r hn. Trong trng hp ny, doanh nghip s t bt li hn, nu ch hi nhp tng phn v c th linh hot thay i.......68 - Thay i cng ngh. Trong trng hp cng ngh thay i nhanh chng, hi nhp dc c th gy bt li cho doanh nghip, do doanh nghip l u t ln, kh c th i mi cng ngh, nh s dng cng ngh li thi, dn n mt li th cnh tranh..................................................68 - Nhu cu khng n nh. Trong trng hp th trng, nhu cu bt n hoc khng th d bo c, th hi nhp dc c rt nhiu ri ro. phn tn bt ri ro nn s dng chin lc hi nhp tng phn........................................................................................................................................68 1.3. Giai on 3: a dng ha, m rng hot ng sang lnh vc kinh doanh mi...............68 Trong giai on 3 hot ng ca doanh nghip s a dng, m rng sang cc lnh vc kinh doanh mi. Lnh vc mi c th c lin quan, hoc hon ton mi l so vi lnh vc kinh doanh hin ti ca doanh nghip. Yu t lin quan thng c xem l s ng nht, ging nhau cc hot ng sn xut, marketing, dy chuyn cng ngh......................................................................68 Thng thng cc doanh nghip chuyn sang giai on ba khi c ngun lc ti chnh d tha vt mc cn thit duy tr v tng cng li th cnh tranh trong lnh vc kinh doanh chnh. Ngoi nhng chin lc: a dng ha hot ng ng tm, a dng ha hot ng kt khi, a dng ha hot ng theo chiu ngang, cc doanh nghip c th s dng cc chin lc: c cu kinh doanh (Portfolio strategy), ti cu trc (Restructuring), chuyn giao k nng (Transfering skills), hoc chia s ngun lc (Sharing functions) gip a dng ha cc hot ng, tng cng chui gi tr, cng c v th cnh tranh ca mnh. Mi chin lc u c nhng u, nhc im ring, doanh nghip cn cn c vo iu kin c th v hng pht trin trong tng lai ca mnh c nhng la chn thch hp......................................................................................................68 Chin lc c cu kinh doanh........................................................................................................68

y l chin lc a dng ha cc hot ng sang lnh vc khng c lin quan bng cch thit lp/ tip nhn nhng n v kinh doanh (SBU) mi, nhng SBU ny c xem l nhng n v c lp ch chu s gim st ti chnh ca lnh o doanh nghip. Vi vic a dng ha theo hng ny, lnh o ca doanh nghip gi vai tr:........................................................................68 - n nh k hoch chin lc v cu trc kinh doanh ca doanh nghip a ra quyt nh tip nhn hoc t b mt SBU no ...................................................................................................68 - nh ra cc mc tiu ti chnh v theo di, gim st hot ng ca SBU, un nn, chnh sa nhng sai lch khi cn thit............................................................................................................68 - Phn b ngun lc ti chnh gia cc SBU.................................................................................68 Chin lc ti cu trc....................................................................................................................69 Chin lc ny c nhiu im tng ng vi chin lc c cu kinh doanh, cng thng c p dng a dng ha hot ng sang lnh vc khng c lin quan. im khc bit c bn l mc can thip ca ban lnh o doanh nghip vo hot ng ca cc SBU. Trong trng hp ny, cc n v kinh doanh hot ng km, hiu qu thp s c tip nhn, t chc li hot ng, thay i b my qun l. Xy dng chin lc kinh doanh vi ngun lc cng ngh, ti chnh mi. Nh vy, tnh hnh ti chnh v v tr cnh tranh ca n v mi tip nhn c ci thin, gp phn tng cng chui gi tr ca doanh nghip...........................................................69 Chin lc chuyn giao k nng....................................................................................................69 Chin lc ny thng c p dng khi doanh nghip a dng ha hot ng sang cc lnh vc mi c lin quan vi lnh vc kinh doanh hin ti. Nhng kinh nghim, k nng v sn xut, marketing, bn hng s c chuyn giao nhm cng c, tng cng v th cnh tranh ca cc lnh vc kinh doanh mi...........................................................................................................69 Chin lc chia s ngun lc.........................................................................................................69 Chin lc chia s ngun lc ch p dng khi doanh nghip a dng ha hot ng sang lnh vc c lin quan, c s tng ng v cc hot ng sn xut, bn hng, marketing p dng chin lc ny doanh nghip c th t c li th cnh tranh nh phm vi, khi m cc thit b sn xut, b phn R&D, knh phn phi, qung coc nhiu SBU cng s dng, gip tng SBU gim c chi ph u t. V d, mt thit b c th dng sn xut cc chi tit, b phn cho hai dy chuyn sn xut hai SBU khc nhau.....................................................................................69 2. QUY TRNH HOCH NH CHIN LC.......................................................................69 Qun tr chin lc l mt khoa hc, ng thi l mt ngh thut v hoch nh, t chc thc hin v nh gi cc chin lc. Hoc Qun tr chin lc l qu trnh hoch nh/ xy dng, thc thi v nh gi cc chin lc................................................................................................69 T nhng nh ngha trn cho thy: Qu trnh qun tr chin lc gm 3 giai on:....................69 + Giai on hoch nh chin lc;...............................................................................................69 + Giai on thc hin chin lc;.................................................................................................69 + Giai on nh gi chin lc....................................................................................................69 Trong .........................................................................................................................................69 Giai on hoch nh chin lc l giai on u tin, t nn tng v ng vai tr ht sc quan trong trong ton b qu trnh qun tr chin lc. Trong giai on ny, cn xc nh tm nhn, s mng cc mc tiu chin lc ca t chc. Trn c s thit lp chin lc, chnh sch kinh doanh, quyt nh ngnh kinh doanh (th trng, mt hng) mi no nn tham gia, ngnh no nn rt ra, nn m rng hay thu hp hot ng kinh doanh Trong giai on ny cn tp trung phn tch cc yu t ca mi trng bn ngoi v bn trong, xc nh cc c hi, nguy c, im mnh, im yu, trn c s kt hp v la chn c nhng chin lc thch hp.................69 Mun hoch nh c chin lc khoa hc, cn thc hin mt cch bi bn theo 3 giai on: giai on nhp vo, giai on kt hp, giai on quyt nh (hnh 5.1).........................................69

2.1. Giai on nhp vo..........................................................................................................69 hoch nh chin lc cn c thng tin y , chnh xc, kp thi, nm vng k thut phn tch, nh gi cc yu t ca mi trng bn ngoi v bn trong; xc nh ng cc c hi, thch thc, im mnh, im yu; s dng thnh tho cc cng c kt hp v la chn chin lc. 69 Theo Fred R. David, trong giai on nhp vo cn c y cc thng tin v mi trng bn ngoi, mi trng bn trong, vi cc cng c s dng l cc ma trn EFE, IFE v ma trn hnh nh cnh tranh.................................................................................................................................70 Phn tch mi trng bn ngoi:.....................................................................................................70 Mi trng bn ngoi gm nhng yu t, nhng lc lng, nhng th ch xy ra bn ngoi, t chc khng kim sot c, nhng c nh hng n hot ng v hiu qu hot ng ca t chc.................................................................................................................................................70 Mi trng bn ngoi c chia thnh 2 loi:...............................................................................70 - Mi trng v m: Kinh t, chnh tr, chnh ph, lut php, vn ha x hi, nhn khu, a l, cng ngh, thng tin...................................................................................................................70 - Mi trng vi m/ mi trng cnh tranh: nh cung cp, khch hng, i th cnh tranh hin hu, i th cnh tranh tim n, sn phm thay th.......................................................................70 Phn tch cc yu t ca mi trng bn ngoi nhm xc nh c nhng c hi, nguy c i vi t chc. Trn c s lp ma trn EFE...................................................................................70 Phn tch mi trng bn trong:.....................................................................................................70 Phn tch mi trng bn trong nhm nhn din ng nhng im mnh, im yu, trn c s xc nh chnh xc cc yu t thnh cng ct li, nhng li th cnh tranh ca t chc. Bi cnh phn tch im mnh, im yu ca t chc chnh l chui gi tr ca n; ng thi phi phn tch cc chc nng h tr: qun tr, nhn s, ti chnh, marketing, h thng thng tin, hot ng nghin cu pht trin, ri ro Trn c s xc nh c nhng im mnh, im yu ca t chc lp ma trn IFE. .....................................................................................................................71 2.2. Giai on kt hp.............................................................................................................71 Giai on kt hp ca quy trnh hoch nh chin lc c thc hin trn c s p dng mt hoc mt s trong nm cng c sau: Ma trn SWOT, ma trn SPACE, ma trn BCG, ma trn IE v ma trn chin lc chnh. Trn c s cc thng tin c c t giai on 1 (ma trn EFE, ma trn hnh nh cnh tranh v ma trn IFE), nhng cng c ny gip kt hp cc c hi v nguy cc bn ngoi vi nhng im mnh, im yu bn trong hnh thnh cc chin lc kh thi c th la chn..........................................................................................................................................71 kt hp cc yu t ca mi trng bn ngoi vi cc yu t ca mi trng bn trong hnh thnh chin lc, trong thc t ma trn SWOT c coi l cng c ch yu nht, hu hiu nht, c s dng ph bin, thng xuyn nht....................................................................................71 Ma trn SWOT (im mnh im yu c hi nguy c)........................................................71 Ma trn SWOT l mt cng c kt hp quan trng gip cc nh qun tr hnh thnh bn nhm chin lc sau: chin lc im mnh c hi (SO), chin lc im yu - c hi (WO), chin lc im mnh nguy c (ST), chin lc im yu - nguy c(WT)........................................71 - Cc chin lc SO: pht huy nhng im mnh bn trong n nhn nhng c hi bn ngoi. ........................................................................................................................................................71 - Cc chin lc WO: nhm khc phc nhng im yu bn trong nm bt nhng c hi bn ngoi...............................................................................................................................................71 - Cc chin lc ST: s dng cc im mnh ca doanh nghip n trnh hay gim thiu nhng thit hi do nh hng ca cc mi e da t bn ngoi....................................................71 - Cc chin lc WT: l nhng chin lc phng th, khc phc nhng im yu bn trong n trnh nhng mi e da ca mi trng bn ngoi........................................................................71

Theo Fred R. David, lp mt ma trn SWOT phi tri qua 8 bc:.........................................71 1. Lit k cc c hi ch yu t mi trng bn ngoi ca doanh nghip (O1, O2,).................71 2. Lit k cc mi e da ch yu t mi trng bn ngoi ca doanh nghip (T1, T2,)..........71 3. Lit k cc im mnh ch yu ca doanh nghip (S1, S2,)..................................................71 4. Lit k nhng im yu ch yu ca doanh nghip (W1, W2,).............................................71 5. Kt hp nhng im mnh bn trong vi cc c hi bn ngoi, hnh thnh cc chin lc SO. ........................................................................................................................................................71 6. Kt hp nhng im yu bn trong vi cc c hi bn ngoi, hnh thnh cc chin lc WO. 71 7. Kt hp nhng im mnh bn trong vi cc mi e da bn ngoi, hnh thnh cc chin lc ST....................................................................................................................................................71 8. Kt hp nhng im yu bn trong vi cc mi e da bn ngoi, hnh thnh cc chin lc WT..................................................................................................................................................71 Ngoi quy trnh 8 bc lp ma trn SWOT va nu, thc hin phn tch SWOT v hoch nh cc chin lc, mt s quan im a ra quy trnh 4 bc nh sau:.....................................71 Bc 1. Lit k cc yu t ch yu ca mi trng bn trong v bn ngoi ln cc ca ma trn SWOT.............................................................................................................................................72 Nhng c hi ch yu (O)..............................................................................................................72 1......................................................................................................................................................72 2......................................................................................................................................................72 3......................................................................................................................................................72 ....................................................................................................................................................72 Nhng nguy c ch yu (T)............................................................................................................72 1......................................................................................................................................................72 2......................................................................................................................................................72 3......................................................................................................................................................72 ....................................................................................................................................................72 Cc im mnh ch yu (S)............................................................................................................72 1......................................................................................................................................................72 2......................................................................................................................................................72 3......................................................................................................................................................72 ....................................................................................................................................................72 Cc chin lc SO..........................................................................................................................72 S dng cc im mnh tn dng c hi...................................................................................72 Cc chin lc ST...........................................................................................................................72 S dng nhng im mnh n trnh nguy c............................................................................72 Cc im yu ch yu (W).............................................................................................................72 1......................................................................................................................................................72 2......................................................................................................................................................72 3......................................................................................................................................................72 ....................................................................................................................................................72 Cc chin lc WO.........................................................................................................................72 Khc phc im yu khai thc c hi........................................................................................72 Cc chin lc WT.........................................................................................................................72 Khc phc im yu vt qua/ n trnh nguy c......................................................................72 Hnh 5.2. Ma trn SWOT...............................................................................................................72 - S + T: Cn phi s dng mt mnh no i ph vi nhng nguy c t mi trng bn ngoi? ........................................................................................................................................................72

- W + O: C th xut hin hai cch kt hp trong vic xut chin lc: - Phi tp trung khc phc nhng yu km no to iu kin cho vic tn dng nhng c hi t mi trng bn ngoi? Hoc: - Cn phi khai thc nhng c hi no lp dn nhng ch yu km ni ti ca doanh nghip?.................................................................................................................................72 - W + T: Phi khc phc nhng yu km no c th n trnh hoc gim thiu thit hi t cc nguy c...........................................................................................................................................72 Bc 3. a ra kt hp gia bn yu t.........................................................................................72 S + W + O + T: Mc ch ca s kt hp ny l to ra mt s cng hng gia bn yu t hnh thnh mt chin lc m qua c th gip doanh nghip s dng mt mnh khai thc tt nht c hi khc phc nhng yu km v gim bt nguy c....................................................72 Bc 4. Tng hp v xem xt li cc chin lc...........................................................................72 Cn ch 2 vn :........................................................................................................................72 - Phn nhm chin lc..................................................................................................................72 - Phi hp chin lc thnh mt h thng c tnh h tr cho nhau v d nhin c th loi b bt nhng chin lc khng m bo tnh h thng............................................................................72 2.3. Giai on quyt nh........................................................................................................72 Giai on ny thng c thc hin bng phng php chuyn gia. Nhm chuyn gia c thnh lp bao gm cc nh qun tr v cc chuyn vin, i din cho cc phng ban, b phn, cc lnh vc v khu vc a l m doanh nghip c hot ng lin quan n chin lc c hoch nh. Trn c s kt qu t c t giai on 2 ca qu trnh, cc chuyn gia tin hnh tho lun su v lp danh sch cc chin lc la chn. Sau , cc chuyn gia phn tch, tho lun su hn v tng chin lc c la chn vo danh sch v tin hnh cho im xp th t cho cc chin lc.......................................................................................................................................72 Thang im c s dng l 1, 2, 3, 4, th hin mc quan tm ca chuyn gia ti chin lc. Trong , 1 = chin lc khng nn thc hin, 2 = chin lc c th thc hin, 3 = chin lc c kh nng thc hin tt, 4 = chin lc c y kh nng thc hin tt. Tnh im trung bnh ca tt c cc chuyn gia cho tng chin lc, trn c s lp danh sch cc chin lc theo th t u tin v lc ra nhng chin lc tt nht....................................................................................73 Cng vi phng php chuyn gia, cng c quan trng s dng trong giai on ny l ma trn hoch nh chin lc c kh nng la chn (QSPM Quantitative Strategic Planning Matrix). 73 Ma trn QSPM................................................................................................................................73 Ma trn QSPM l cng c hu hiu cho php cc chuyn gia c th nh gi mt cch khch quan cc chin lc c th la chn. Ma trn QSPM i hi s phn on nhy bn, chnh xc bng trc gic ca cc chuyn gia..................................................................................................73 - Bn tri ca ma trn QSPM bao gm cc yu t bn trong v bn ngoi (ly t kt qu phn tch giai on 1), v hng trn cng bao gm cc chin lc kh thi c kh nng la chn (ly t kt qu phn tch giai on 2). .......................................................................................................73 - Ct bn tri ca ma trn QSPM gm nhng thng tin c ly trc tip t ma trn EFE v ma trn IFE. Bn cnh ct cc yu t thnh cng ch yu l ct phn loi tng ng ca mi yu t trong ma trn EFE v ma trn IFE. ................................................................................................73 - Hng trn cng ca ma trn QSPM bao gm cc chin lc c kh nng la chn c rt ra t ma trn SWOT. Tuy nhin, khng phi tt c cc chin lc kt hp c trong phn tch SWOT u c nh gi trong ma trn QSPM........................................................................................73 CC YU T CHNH...................................................................................................................73 (yu t thnh cng ch yu)...........................................................................................................73 H s phn loi...............................................................................................................................73 CC CHIN LC C TH.......................................................................................................73

LA CHN...................................................................................................................................73 Chin lc 1....................................................................................................................................73 Chin lc 2....................................................................................................................................73 Chin lc 3....................................................................................................................................73 Cc yu t bn trong.......................................................................................................................73 Qun tr...........................................................................................................................................73 Marketing........................................................................................................................................73 Ti chnh/ K ton..........................................................................................................................73 Sn xut/ thc hin.........................................................................................................................73 Nghin cu v pht trin.................................................................................................................73 Cc h thng thng tin....................................................................................................................73 Cc yu t bn ngoi......................................................................................................................73 Kinh t............................................................................................................................................73 Chnh tr/ lut php/ chnh ph.......................................................................................................73 X hi/ vn ha/ dn s..................................................................................................................73 K thut..........................................................................................................................................73 Cnh tranh.......................................................................................................................................73 Hnh 5.3. Ma trn QSPM................................................................................................................74 Cc yu t bn trong: 1 = rt yu, 2 = yu, 3 = mnh, 4 = rt mnh..............................................74 Cc yu t bn ngoi: 1 = phn ng ca doanh nghip rt yu km;.............................................74 2 = phn ng ca doanh nghip mc trung bnh;.....................................................................74 3 = phn ng ca doanh nghip trn mc trung bnh;....................................................................74 4 = phn ng ca doanh nghip rt tt.......................................................................................74 Ma trn QSPM xc nh tnh hp dn ca cc chin lc khc nhau bng cch tn dng hay ci thin cc yu t ch yu ca mi trng bn ngoi v bn trong ca doanh nghip. S lng chin lc c so snh trong mt ma trn QSPM l khng hn ch v c th s dng nhiu ma trn so snh nhiu nhm chin lc. Nhng cn lu : ch c nhng chin lc trong cng mt nhm mi c th so snh vi nhau trong cng mt ma trn QSPM........................................74 6 bc xy dng ma trn QSPM:.............................................................................................74 Bc 1. Lit k cc c hi/ mi e da ln bn ngoi v cc im yu/ mnh quan trng bn trong ct bn tri ca ma trn QSPM. Cc thng tin ny nn ly trc tip t ma trn EFE v IFE. Ma trn QSPM nn bao gm 10 yu t thnh cng quan trng bn ngoi v 10 yu t thnh cng quan trng bn trong..............................................................................................................74 Bc 2. Phn loi cho mi yu t thnh cng quan trng bn ngoi v bn trong.......................74 Bc 3. Nghin cu cc ma trn giai on 2 (kt hp) v xc nh cc chin lc c th thay th m t chc nn xem xt thc hin. Tp hp cc chin lc c th thnh cc nhm ring bit, c th c nhiu nhm khc nhau trong mt doanh nghip.....................................................74 Bc 4. Xc nh s im hp dn (AS Attractiveness Score), l gi tr bng s biu th tnh hp dn tng i ca mi chin lc trong nhm cc chin lc c th thay th no ............74 S im hp dn c xc nh bng cch xem xt mi yu t thnh cng quan trng bn trong v bn ngoi, tng yu t mt v t cu hi yu t ny nh hng nh th no n s la chn cc chin lc c nh gi?. Nu cu tr li l c th cc chin lc nn c so snh c lin quan n yu t quan trng ny. Xt v mt yu t ring bit, s im hp dn c phn cho mi chin lc biu th tnh hp dn tng i ca mi chin lc so vi cc chin lc khc.................................................................................................................................................74 S im hp dn c phn t 1 = khng hp dn, 2 = t hp dn, 3 = kh hp dn, 4 = rt hp dn..................................................................................................................................................74

Nu cu tr li cho cu hi trn l khng, ngha l yu t thnh cng quan trng ny khng c s nh hng i vi s la chn, th khng chm im hp dn cho cc nhm chin lc ny. 74 Bc 5. Tnh tng s im hp dn (TAS Total Attractiveness Score). Tng s im hp dn l kt qu ca vic nhn s im phn loi (bc 2) vi s im hp dn (bc 4) trong mi hng, ch xt v nh hng ca yu t thnh cng quan trng bn trong v bn ngoi ct bn cnh th tng s im hp dn biu th tnh hp dn tng i ca mi chin lc la chn. Tng s im hp dn cng cao th chin lc cng hp dn (ch xt v yu t thnh cng quan trng bn cnh). .............................................................................................................................................74 Bc 6. Tnh cng cc s im hp dn. l php cng ca tng s im hp dn trong ct chin lc ca ma trn QSPM........................................................................................................75 3. MT S PHNG PHP V CNG C PHC V CHO VIC HOCH NH CHIN LC CNG TY......................................................................................................................75 3.1. Ma trn SPACE (Strategic Position Action Evaluation Matrix Ma trn v tr chin lc v nh gi hot ng)...................................................................................................75 Ma trn SPACE c th c s dng trong giai on 2 ca qu trnh hoch nh chin lc. Ma trn ny gip doanh nghip la chn chin lc tn cng (Aggressive), thn trng/ bo th (Conservative), phng th (Defnive) hay cnh tranh (Competitive) l thch hp nht................75 Cc trc ca ma trn SPACE i din cho 2 yu t bn trong ca t chc (sc mnh ti chnh: FS Financial Strength v li th cnh tranh: CA Competitive Advantage) v 2 yu t bn ngoi (s n nh ca mi trng: ES Environmetal Stability v sc mnh ca ngnh: IS Industrial Strength). Bn yu t ny l nhng yu t quan trng, quyt nh v tr chin lc chung ca mt doanh nghip...................................................................................................................................75 Ty thuc vo loi hnh t chc, c rt nhiu bin s c th nm trong cc yu t i din cho cc trc ca ma trn SPACE. Mt s bin s thng c s dng c cho trong bng 4.3 nh: doanh li u t, n cn n, kh nng thanh ton, vn lun chuyn v lu thng tin mt thng c xem l cc yu t quyt nh sc mnh ti chnh ca mt t chc.......................................75 Bng 5.1. V d v cc yu t nm trn cc trc ca ma trn SPACE...........................................75 V TR CHIN LC BN TRONG...........................................................................................75 V TR CHIN LC BN NGOI............................................................................................75 Sc mnh ti chnh (FS).................................................................................................................75 S n nh ca mi trng (ES).....................................................................................................75 Doanh li u t.............................................................................................................................75 n cn n......................................................................................................................................75 Kh nng thanh ton.......................................................................................................................75 Vn lun chuyn.............................................................................................................................75 Lu thng tin mt..........................................................................................................................75 S d dng rt lui khi th trng...................................................................................................75 Ri ro trong kinh doanh..................................................................................................................75 S thay i cng ngh....................................................................................................................75 T l lm pht.................................................................................................................................75 S bin i ca nhu cu..................................................................................................................75 Lon gi ca nhng sn phm cnh tranh......................................................................................75 Hng ro thm nhp th trng.......................................................................................................75 p lc cnh tranh............................................................................................................................75 S n hi theo gi ca cu............................................................................................................75 Li th cnh tranh (CA)..................................................................................................................75 Sc mnh ca ngnh (IS)................................................................................................................75

Th phn..........................................................................................................................................75 Cht lng sn phm......................................................................................................................75 Chu k sng ca sn phm.............................................................................................................75 Lng trung thnh ca khch hng...................................................................................................75 S dng cng sut cnh tranh....................................................................................................75 B quyt cng ngh.........................................................................................................................75 S kim sot i vi nh cung cp v phn phi...........................................................................75 Mc tng trng tim nng............................................................................................................75 Mc li nhun tim nng................................................................................................................75 S n nh v ti chnh...................................................................................................................75 B quyt cng ngh.........................................................................................................................75 S s dng ngun lc.....................................................................................................................75 Quy m vn....................................................................................................................................75 S d dng thm thp th trng....................................................................................................75 S dng nng sut, cng sut.........................................................................................................75 6 bc pht trin mt ma trn SPACE:..........................................................................................75 Bc 1. Chn mt nhm cc bin s th hin sc mnh ti chnh (FS), li th cnh tranh (CA), s n nh ca mi trng (ES) v sc mnh ca ngnh (IS).............................................................75 Bc 2. n nh gi tr bng s t: +1 (xu nht) ti +6 (tt nht) cho mi bin s thuc nhm yu t FS v IS. n nh gi tr bng s t -1 (tt nht) ti -6 (xu nht) cho mi bin s thuc nhm yu t ES v CA...................................................................................................................76 Bc 3. Tnh s im trung bnh cho FS, IS, ES, CA bng cch cng cc gi tr n nh cho nhng bin s ca mi nhm yu t ri chia cho s bin s thuc nhm yu t tng ng..........76 Bc 4. nh du s im trung bnh ca FS, IS, ES v CA trn trc thch hp ca ma trn SPACE............................................................................................................................................76 Bc 5. Cng 2 s im ca trc X v nh du im kt qu trn trc X. Cng 2 s im ca trc Y v nh du im kt qu trn trc Y. nh du giao im ca 2 im mi trn trc X, Y ny..................................................................................................................................................76 Bc 6. V vc t c hng t im gc ca ma trn SPACE qua giao im mi. Vc t ny biu th loi chin lc m t chc nn chn la: tn cng, cnh tranh, phng th, hay thn trng.....76 3.2. Ma trn BCG (Boston Consulting Group).......................................................................76 Khi doanh nghip hot ng trong nhiu ngnh kinh doanh khc nhau, th cn xc nh chin lc ring bit cho tng b phn kinh doanh ca n. Ma trn BCG nhm xc nh nhng yu cu v vn u t (dng tin) v nhng ni c th to ra ngun vn u t nhng n v kinh doanh chin lc (SBU) khc nhau trong cu trc kinh doanh ca doanh nghip, trn c s s quyt nh nhng chin lc thch hp cho tng SBU. Phng php BCG c thc hin qua 3 bc:...............................................................................................................................................76 - Phn chia doanh nghip thnh cc SBU v nh gi trin vng tng lai ca chng.................76 - Da vo kt qu phn loi sp xp cc SBU vo ma trn BCG..............................................77 - Xc nh chin lc cho tng SBU..............................................................................................77 Bc 1. Xc nh danh mc cc SBU v nh gi trin vng tng lai ca chng.......................77 Cn c phn chia doanh nghip ra thnh cc SBU khc nhau l cc lnh vc kinh doanh ca n....................................................................................................................................................77 Trn c s danh mc cc SBU danh mc u t, c xc nh, tin hnh nh gi trin vng tng lai ca tng SBU. Tiu ch nh gi l th phn tng i ca SBU v tc tng trng ca ngnh............................................................................................................................77

Th phn tng i l t l th phn ca SBU c nh gi so vi th phn ca i th cnh tranh ln nht hoc th nh ngnh hoc so vi ton ngnh............................................................77 Tc tng trng ca ngnh cho thy SBU c nghin cu ang trong iu kin thun li hay kh khn, tc tng trng ca ngnh to c hi (ngnh ang tng trng) hay nguy c (ngnh ang suy thoi) cho SBU . .............................................................................................77 Bc 2. Sp xp cc SBU vo ma trn BCG..................................................................................77 Trong ma trn BCG, trc ngang th hin th phn tng i, trc dc th hin tc tng trng ngnh. Mi SBU c biu th bi mt hnh trn, vi tm l v tr ca SBU c xc nh bi th phn tng i v tc tng trng ngnh..................................................................................77 Trc ngang v trc dc s chia mt phng thnh 4 , vi 4 loi SBU khc nhau: SBU ngi sao Stars, SBU du hi Question marks, SBU con ch Dogs v SBU b tin (b sa) Cash Cows...............................................................................................................................................77 3.3. Ma trn GE (General Electric).........................................................................................78 3.4. Ma trn cc yu t bn trong, bn ngoi (ma trn IE Internal External Matrix).......80 3.5. Ma trn chin lc chnh (GSM - Grand Strategy Matrix).............................................81 Chng 6. CHIN LC CP KINH DOANH V CP CHC NNG..................................84 Mc tiu:.........................................................................................................................................84 - Gii thch c cc yu t nn tng ca chin lc cp kinh doanh..........................................84 - Phn tch v la chn cc chin lc cnh tranh tng qut v chin lc cp chc nng cho doanh nghip...................................................................................................................................84 1. CC YU T NN TNG CA CHIN LC CP KINH DOANH.............................84 1.1. Nhu cu khch hng v s khc bit ha sn phm........................................................84 Nhu cu khch hng l nhng mong mun, s cn thit hay khao kht m c th s c tho mn bng cc c tnh ca sn phm hay dch v..........................................................................84 S khc bit ha sn phm l qu trnh to li th cnh tranh bng cch thit k sn phm hng ho hay dch v vi nhng c tnh ring tho mn nhu cu khch hng.................................84 Tt c cc cng ty phi to s khc bit cho cc sn phm ca h sao cho c th hp dn c khch hng v t nht l tho mn nhu cu.....................................................................................84 Trong thc t c nhng cng ty cung cp cho khch hng nhng sn phm thng dng vi gi thp hn i th cnh tranh. V d: xe t KIA hoc Hyundai. Cng ty khc li to ra sn phm vi nhng c tnh ring, c o m khng i th cnh tranh no c c nhm tha mn nhu cu khch hng. V d: xe t Rolls Royce. Hoc c th khc bit ha bng kh nng tho mn nhu cu ca khch hng v a v hay a dng ha kiu dng, chng loi sn phm....................84 1.2. Nhm khch hng v s phn khc th trng................................................................84 1.3. Nng lc phn bit...........................................................................................................84 Nng lc phn bit l cch thc cng ty s dng tha mn nhu cu khch hng nhm t c li th cnh tranh. Mt s cng ty tp trung xy dng quy m, hiu ng ng cong kinh nghim sn xu sn phm vi chi ph thp, cc cng ty khc li tp trung vo R&D, cng ngh tha mn nhu cu khch hng v sn phm c o, c thit k v cht lng vt tri. Mt s cng ty khc li tp trung vo bn hng, dch v hu mi..................................................................84 Nn tng ca chin lc cnh tranh c hnh thnh t s kt hp cc quyt nh v sn phm, th trng v nng lc phn bit ca cng ty, nhm t c li th cnh tranh so vi cc i th. ........................................................................................................................................................85 2. CHN LA CHIN LC CNH TRANH TNG QUT...............................................85 Ngun ca li th cnh tranh..........................................................................................................85 Phm vi cnh tranh.........................................................................................................................85 Chi ph thp nht.............................................................................................................................85

Khc bit ha..................................................................................................................................85 Rng................................................................................................................................................85 Chi ph thp nht.............................................................................................................................85 Khc bit ha sn phm..................................................................................................................85 Hp..................................................................................................................................................85 Tp trung da vo chi ph thp nht...............................................................................................85 Tp trung da vo khc bit ha sn phm....................................................................................85 Hnh 6.1. Cc chin lc cnh tranh tng qut..............................................................................85 2.1. Chin lc chi ph thp nht............................................................................................85 Bn cht ca chin lc chi ph thp nht l t c mc tng chi ph thp nht trong ngnh. Ni cch khc, chin lc chi ph thp nht da trn kh nng ca doanh nghip cung cp sn phm hay dch v vi mc chi ph thp hn i th cnh tranh..............................................85 Mc tiu ca cng ty theo ui chin lc ny l to ra sn phm, dch v vi chi ph thp nht vt qua i th cnh tranh, tn ti v pht trin.................................................................85 Chin lc chi ph thp...................................................................................................................85 Chin lc khc bit ha................................................................................................................85 Chin lc tp trung.......................................................................................................................85 Khc bit ha sn phm..................................................................................................................85 Thp (ch yu l gi c).................................................................................................................85 Cao (ch yu bng s c o).......................................................................................................85 Thp hoc cao.................................................................................................................................85 Phn khc th trng.......................................................................................................................85 Thp (th trng khi lng ln)....................................................................................................85 Cao (nhiu phn khc th trng)...................................................................................................85 Thp (mt hoc vi phn khc)......................................................................................................85 Th mnh c trng........................................................................................................................85 Qun tr sn xut v chui cung ng..............................................................................................85 Nghin cu v pht trin, bn hng v marketing..........................................................................85 Bt k th mnh no (ty thuc vo chin lc chi ph thp hoc khc bit ha).........................85 Hnh 6.2. Chin lc cnh tranh v cc yu t nn tng................................................................85 Cng ty la chn chin lc chi ph thp nht c mc khc bit ha sn phm thp, phn khc th trng thp, th mnh c trng tp trung khu qun tr sn xut v cung ng nguyn vt liu..................................................................................................................................................85 Cng ty s dng chin lc chi ph thp c cc li th cnh tranh:...............................................85 - Nh chi ph thp, cng ty c th bn sn phm vi mc gi hn i th cnh tranh m vn gi c mc li nhun d tnh. Trong trng hp i th cnh tranh bn cng mc gi, cng ty c chi ph thp nht s c li nhun cao hn.......................................................................................86 - Khi ngnh kinh doanh i vo giai on trng thnh, nu xy ra chin tranh v gi th cng ty c chi ph thp hn s ginh c phn thng nh kh nng cnh tranh tt hn...........................86 - Cng ty d dng chu ng khi c sc p tng gi ca nh cung cp..........................................86 Nhng bt li khi theo ui chin lc chi ph thp:.....................................................................86 - i th c th gim chi ph thp hn, d b i th bt chc;...................................................86 - S thay i v cng ngh.............................................................................................................86 - Phi lun tm ra phng php sn xut vi chi ph thp hn i th cnh tranh.........................86 - Do mc tiu chi ph thp, cng ty c th b qua, khng p ng c s thay i v th hiu ca khch hng......................................................................................................................................86 2.2. Chin lc khc bit ha sn phm.................................................................................86

Bn cht ca chin lc khc bit ha sn phm l to ra ci m ton ngnh u cng nhn l c nht, v nh. Khc bit ha th hin di nhiu hnh thc: kiu dng, cht lng sn phm, nhn mc thng hiu, cng ngh, dch v khch hng.............................................................86 Mc tiu ca chin lc khc bit ha sn phm l t c li th cnh tranh thng qua vic to ra cc sn phm (hng ho hay dch v) m c khch hng nhn thy l c o, duy nht, tha mn nhu cu khch hng bng cch m i th cnh tranh khng th thc hin. Chnh kh nng ny cho php cng ty nh gi vt tri cho sn phm, tng doanh thu v t t sut li nhun trn trung bnh. Gi vt tri ny thng cao hn mc gi m cng ty theo ui chin lc chi ph thp nht i hi, v khch hng sn lng tr cho iu bi h tin rng sn phm c cht lng cao............................................................................................................................86 Cng ty la chn chin lc khc bit ha sn phm c mc khc bit ha sn phm cai, phn khc th trng cao, th mnh c trng tp trung khu: R&D, marketing v bn hng............86 Nhng li th khi theo ui chin lc khc bit ha sn phm:..................................................86 - S khc bit gip cng ty i ph c nm lc lng cnh tranh trong ngnh v thu c li nhun trn mc trung bnh..............................................................................................................86 - Ti sn qu gi nht m chin lc khc bit ha to ra l s trung thnh vi nhn hiu ca khch hng......................................................................................................................................86 - Vi chin lc khc bit ha, cng ty c th chng c vi vic tng gi u vo.............86 - S khc bit v trung thnh nhn hiu cng to nn mt ro cn vi cc cng ty khc mun thm nhp ngnh.............................................................................................................................86 - Vi sn phm thay th, khi khch hng trung thnh vi sn phm th sn phm thay th kh c ch ng trong lng khch hng................................................................................................86 Nhng bt li khi theo ui chin lc khc bit ha:...................................................................86 - Vic xy dng v pht trin nng lc phn bit nhm to ra sn phm/ dc v khc bit thng i hi chi ph rt ln, lm cho gi sn phm cao, thm ch rt cao...............................................86 - Vn chnh vi mt chin lc to khc bit l phi tp trung vo kh nng di hn ca cng ty duy tr tnh c o c th nhn thy c trong mt ca khch hng.................................86 - Cht lng sn phm ngy cng c ci thin v khch hng c y thng tin v sn phm, khch hng cng tinh t, snh si hn th s trung thnh vi nhn hiu rt d nh mt..............87 - V theo ui s khc bit nn cng ty c th a vo nhng chi tit, ph kin hay c tnh rt tn km nhng khch hng khng cn hoc khng xem trng......................................................87 - S thay i trong nhu cu v th hiu ca khch hng.................................................................87 2.3. Chin lc tp trung........................................................................................................87 Bn cht ca chin lc tp trung l phc v nhu cu ca mt nhm hay phn khc th trng no c xc nh thng qua cc yu t a l, i tng khch hng hoc tnh cht sn phm. ........................................................................................................................................................87 Cng ty s dng chin lc tp trung c th tp trung vo chi ph thp hoc khc bit ha ch trong phn khc th trng chn, nhm t c li th cnh tranh.........................................87 Cng ty s dng chin lc tp trung c mc khc bit ha sn phm thp nu l tp trung da vo chi ph thp nht, nu l tp trung da vo khc bit ha th mc khc bit ha sn phm s cao, phn khc th trng thp ch c mt hoc vi phn khc. Ty thuc vo vic cng ty tp trung theo phng thc no m th mnh c trng s tp trung nhng khu khc nhau................................................................................................................................................87 Nhng li th khi theo ui chin lc tp trung:..........................................................................87 - Li th cnh tranh ca cc cng ty theo ui chin lc tp trung bt ngun t chnh nng lc cnh tranh ca h - kh nng cung cp sn phm/ dch v c o m i th cnh tranh khng lm c.........................................................................................................................................87

- S trung thnh vi nhn hiu ca khch hng lm gim mi e da t sn phm thay th v l ro cn vi i th cnh tranh tim tng........................................................................................87 - Cng ty c kh nng to ra sn phm vi mc khc bit cao, p ng nhu cu khch hng. 87 - V tp trung mt nhm nh sn phm nn cng ty p ng s thay i th hiu ca khch hng tt hn, thc hin ci tin, pht minh nhanh hn so vi cng ty thc hin chin lc khc bit ha trn din rng..................................................................................................................................87 Nhng bt li ca cng ty khi theo ui chin lc tp trung:.....................................................87 - Cng ty vo th bt li vi nh cung cp v lng mua nh...................................................87 - Do sn xut vi quy m nh, cng ty khng tn dng c hiu ng quy m ln v ng cong kinh nghim, v thng c chi ph sn xut cao....................................................................87 - Cng ty cn u t pht trin nng lc cnh tranh dn n chi ph sn xut cao, li nhun gim. ........................................................................................................................................................87 - V th cnh tranh c th mt i do thay i cng ngh hoc th hiu ca khch hng...............87 - Khc cng ty khc bit ha trn din rng, cng ty theo ui chin lc tp trung khng th dch chuyn mt cch d dng ti cc khe h mi chnh bi s tp trung cc ngun lc v nng lc cnh tranh ca n vo mt hay mt vi khe h........................................................................87 - i th cnh tranh tm c nhng th phn con trong th trng mc tiu ca cng ty theo ui chin lc tp trung v nh bi nhng cng ty ny vi mc khc bit hn, chuyn bit hn. ........................................................................................................................................................87 - Trong iu kin hin i, khong cch ca s khc bit s dn b thu hp..................................87 2.4. Chin lc phn ng nhanh.............................................................................................87 Chin lc phn ng nhanh cp ti tc , vi tc ny nhng vn c nh hng n khch hng nh vic to ra cc sn phm mi, vic hon thin sn phm, hoc ra nhng quyt nh c thc hin mt cch nhanh chng nht. Phn ng nhanh th hin s nng ng ca cng ty.....................................................................................................................................................88 Li th cnh tranh khi theo ui chin lc phn ng nhanh:.......................................................88 - Pht trin sn phm mi...............................................................................................................88 - C th ha sn phm. Khi mc sng ngy cng cao, nhu cu khch hng ngy cng c xu hng c th ha th s thnh cng ca cc cng ty l c c cc sn phm v dch v ph hp vi nhu cu rt khc bit ca khch hng....................................................................................................88 - Hon thin cc sn phm hin hu...............................................................................................88 - Phn phi cc sn phm theo n t hng..................................................................................88 - iu chnh cc hot ng marketing............................................................................................88 - Quan tm n yu cu ca khch hng........................................................................................88 3. CHIN LC CP CHC NNG......................................................................................88 3.1. Chin lc marketing......................................................................................................88 Marketing l mt qu trnh qun l mang tnh x hi gip cho cc c nhn v tp th t c nhng g h cn v mong mun, thng qua vic to ra, cho bn v trao i nhng sn phm c gi tr vi ngi khc......................................................................................................................88 Chin lc marketing l qu trnh t chc chuyn ti mc tiu kinh doanh v chin lc kinh doanh ca h thnh cc hot ng trn th trng..........................................................................88 Chin lc marketing ca mt t chc l tt c nhng g lin quan n vic pht trin v thc hin Marketing mix (gm 4P: Product, Price, Place v Promotion; hoc 7P: Product, Price, Place v Promotion, People, Physical evidence v Process hoc nhiu hn)................................88 3.2. Chin lc ti chnh.........................................................................................................88

Qun tr hot ng ti chnh doanh nghip l tng hp cc hot ng xc nh v to ra cc ngun vn tin t cn thit m bo cho qu trnh sn xut kinh doanh ca doanh nghip tin hnh lin tc vi hiu qu kinh t cao............................................................................................88 Ni dung ch yu ca qun tr hot ng ti chnh l hoch nh v kim sot ti chnh, hoch nh v qun tr cc d n u t, qun tr cc hot ng ti chnh ngn hn, qun tr cc ngun cung ti chnh, chnh sch phn phi v phn tch ti chnh doanh nghip....................................88 Chin lc ti chnh lin quan n hot ng huy ng v s dng c hiu qu mt ngun vn ph hp vi yu cu ca hot ng sn xut kinh doanh ca doanh nghip..................................88 3.3. Chin lc nghin cu v pht trin................................................................................88 Nghin cu v pht trin (R&D) nhm pht trin nhng sn phm mi trc cc i th cnh tranh, nhm nng cao cht lng sn phm, hay ci tin cc quy trnh sn xut nng cao hiu qu..............................................................................................................................................88 Chin lc nghin cu v pht trin hng n hon thin v pht trin hot ng R&D, u t ng mc cho hot ng ny, phi hp mt cch ti u cc hnh thc t chc hot ng R&D, gia R&D do t chc t thc hin vi R&D theo hp ng vi bn ngoi...............................88 3.4. Chin lc vn hnh........................................................................................................88 Vn hnh bao gm tt c cc hot ng nhm bin i yu t u vo thnh sn phm cui cng, bao gm cc hot ng ca qu trnh sn xut vn hnh my mc thit b, kim tra cht lng, ng gi y l b phn c bn ca chui gi tr, nn vic ci tin, hon thin nhng hot ng ny nhm gp phn quan trng lm tng nng sut lao ng, nng cao cht lng sn phm, tit kim nguyn vt liu, in nc.................................................................................................88 3.5. Chin lc ngun nhn lc..............................................................................................89 Chng 7. THC THI V KIM TRA CHIN LC...............................................................91 1. THC HIN CHIN LC.................................................................................................91 1.1. Bn cht ca hot ng thc thi chin lc ....................................................................91 1.2. Thit lp cc mc tiu ngn hn (hng nm)...................................................................93 1.3. Xy dng cc chnh sch v k hoch hnh ng...........................................................94 1.4. nh gi v phn b cc ngun lc ................................................................................96 1.5. Xc nh c cu t chc thch hp .................................................................................96 2. KIM TRA, NH GI TNH HNH THC HIN CHIN LC CHIN LC.......101 2.1. Bn cht ca vic kim tra, nh gi tnh hnh thc hin chin lc............................101 Kim tra nh gi tnh hnh thc hin chin lc l giai on cui cng, mt giai on khng th thiu trong ton b qu trnh qun tr chin lc.........................................................................101 Thc t cho thy rng, qu trnh qun tr chin lc khc nhau c th dn n nhng kt qu rt khc nhau : nhng quyt nh chin lc ng n s mang li nhng kt qu tt p, c gi tr bn vng lu di, ngc li, nhng quyt nh chin lc sai lm c th gy ra nhng thit hi nghim trng,c th y t chc ri vo tnh trng ph sn, dit vong.Chnh v vy, cn kim tra, nh gitnh hnh thc hin chin lc, pht hin kp thi chin lc ng hay sai ? ng sai ch no ? Mc no ? Trn c s tm bin php khc phc thch hp. Bn cnh , cng chnh nh qu trnh kim tra, nh gi s gip n c, nhc nh mi thnh vin trong t chc, lun nh nhim v ca mnh, trn c s tp trung sc lc thc hin thnh cng chin lc c hoch nh.......................................................................................................................101 Chin lc c hoch nh trn c s phn tch mi trng bn ngoi v bn trong, xc nh cc c hi, ngu c, im mnh, im yu, kt hpcc yu t c xc nh tm ra nhng chin lc c kh nng la chn v quyt nh la chn chin lc. Nhvy, mi trng bn ngoi v bn trong c phn thc cng nhng d bo, phn on ca cc chin lc gia c nh hng rt ln n cht lng chin lc c hoch nh. Nhng mi trng lun thay i v

khng ai c th d bo chnh xc c tt c mi s thay i ca mi trng. Khi mi trng thay i, i hi chin lc cng phi c iu chnh cho ph hp th mi c th m bo s thnh cng cho t chc. V vy, cn phi kim tra nh gi chin lc pht hin kp thi nhng thay i,nhng iu cha ph hp, c c k hoch hnh ng ph hp hn. C nh vy, mi bo m thc hin c cc mc tiu ra, gip t chc lun l ngi chin thng...101 Ngoi ra cn lu , qun tr chin lc l qu trnh tun hon lin tuc. Kim tra, nh gi l giai on cui ca qu trnh qun tr chin lc thi k trc, song n ng thi l giai onu cung cp thng tin cho qu trnh hoch nh chin lc cho thi k tip theo. V vy, nh gi chin lc ca thi k trc c nh hng to ln n cht lng chin lc ca thi k sau....102 2.2. Tin trnh kim tra, nh gi tnh hnh thc hin chin lc........................................102 nh gi chin lc cn thc hin nhngx cng vic c bn sau :........................................102 - Xc nh nhng ni dung phi kim tra.....................................................................................102 - t nhng tiu chun kim tra...................................................................................................102 - o lng kt qu thc hin........................................................................................................102 - So snh kt qu thc hin vi tiu chun/mc tiu ra. ....................................................102 - Xc nh nguyn nhn ca nhng sai lch.................................................................................102 - Tm bin php khc phc. .........................................................................................................102 2.2.1. Xc nh ni dung kim tra................................................................................................102 C ba ni dung cn kim tra:.......................................................................................................102 - Kim tra, nh gi nhng chin lc c hoch nh.........................................................102 - Kim tra, nh gi khu qun l nhm thc y ton b h thng hon thnh cc mc tiu chin lc...............................................................................................................................................102 - Kim tra, nh gi khu tc nghip nhm xc nh thnh tch ca cc c nhn, b phn trong t chc / nh gi thnh tch.............................................................................................................102 a. Kim tra, nh gi chin lc: c tin hnh hai giai on................................................102 - Trong qu trnh hoch nh chin lc (giai on ra quyt nh).............................................102 - Sau khi chin lc c thc hin.......................................................................................102 nh gi chin lc nhm tr li cc cu hi:............................................................................102 - Chin lc ca doanh nghip c c thc hin thnh cng khng?/Cc mc tiu c bn di hn ca doanh nghip c c thc hin khng?.........................................................................102 - Chin lc ca doanh nghip c cn ph hp vi mi trng khng?.....................................102 - C cn iu chnh chin lc khng? Nu cn iu chnh th phi iu chnh ton b chin lc hay ch cn iu chnh cc chin lc b phn?...........................................................................102 - Nu khng cn iu chnh th kh nng cnh tranh ca doanh nghip s nh th no khi so snh vi cc i th?.............................................................................................................................102 b. Kim tra, nh gi khu qun l /Kim tra, nh gi qu trnh t chc thc hin chin lc: c ngha l xc nh mc thc hin cc mc tiu nhm thc y cc b phn trong t chc v ton b h thngtch cc hat ng v hat ng hiu qu hon thnh cc mc tiu chin lc. ni dung ny, cn c bit quan tm kim tra tnh hnh thc hin mc tiu ngn hn, mc tiu ca cc phng ban, b phn, cc chnh sch v tnh hnh thc hin cc chnh sch, tnh hnh v kt qu ca vic phn b cc ngun lc.......................................................................................104 Kim tra tc nghip : nhm xc nh thnh tch ca c nhn v cc t i, nhm cng tc........104 Mi loi hnh kim tra trn khng phi l mt cng vic ring bit tch ri, m trong thc t gia chng c mi quan h vi nhau....................................................................................................104 Cc yu t kim tra nh gi c th chia ra hai nhm ln : nhn lc v vt lc. Mi yu t cn c kim tra trn bn phng din : s lng, cht lng, thi gian v chi ph. Mi phng din

kim tra li c thc chi tit ha bng nhng ch tiu c th, v d :khi kim tra chi ph cn xem xt:........................................................................................................................................104 - Chi ph sn xut, phn b trc tip vo gi thnh sn phm, dch v........................................104 - Chi ph ph tr, chi ph h tr cho sn xut c tnh vo gi sn phm..................................104 - Ph bo him...............................................................................................................................104 - Chi ph khc...............................................................................................................................104 2.2.2. ra tiu chun nh gi...............................................................................................104 Sau khi xc nhni dung kim tra, ban lnh o cn nh ra tiu chun kim tra, nh gi mi kha cnh thnh tch. Nu khng c tiu chun kim tra nh gi th vic kim tra khng th thc hin c hiu qu c...................................................................................................................104 Theo Richarch Rumelk, nh gi chin lc cn da vo bn tiu ch :...............................104 - Nht qun...................................................................................................................................104 - Ph hp.......................................................................................................................................104 - Kh thi....