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7/31/2019 VanLuong.blogspot.com WorldShoe
1/26
World Resources Institute
Sustainable Enterprise ProgramA program of the World Resources Institute
D N WORLD SHOE CA NIKE (A)
em li nim cm hng v ng lc cho tt c vn ng vin trn th gii.
--Phng chm ca cng ty-
Chng ti mun tr thnh nh cung cp trang phc v giy th thao cho tt c cc
vn ng vin trn ton th gii bt k h n t u. lm c iu trong mt nn
kinh t kh khn s l mt th thch to ln nhng khng km phn xng ng vi nhng
g chng ti s nhn c.
-- Tom Hartge, Gim c sn xut giy dp khu vcth trng mi ni.
Cu ni Hy lm cho ti mt i giy c ct ln trong mt bn hi ngh c Tom
Hartge mt tay k cu vi 17 nm trong ngh sn xut giy, tp on Nike pht biu. Tom
Clarke, ch tch ca cng ty trong nm 1998, tham gia cuc hp, xem bui thuyt trnh bo
co v cc con s lin quan n th trng tim nng Trung Quc - mt vin ngc th Chu
vi dn s khong 1,2 t ngi. ng ta cng bit trong rt nhiu ni trn th gii, bao gm c
Trung Quc, rt nhiu ngi khng c kh nng mua c nhng sn phm hin nay ca Nike.
Clarke khng mun nghe thm bt c li pht biu no na. ng ta mun c mt nguyn mu
sn phm u tin mt sn phm c bit c th bn c cho nhng nn kinh t mi ni.
Thch thc ca Nike l m rng th phn vi cc sn phm giy th thao bn p, d sn xut
v c bit l gi c ph hp. Bi vy, vi li nhn xt trn, Hartge, gim c sn xut ph trch
cc th trng mi ni, phi hp vi Alex Gajowskyj nh thit k giy ca hng, u nm
1998, bt u pht trin d n World Shoe, mt d n nhm n nhng th trng mi ni
Chu , Chu Phi v M Latinh.
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Trong u nm 1999, nhng nh kho st u tin rt kh quan trong vic m chui
ca hng bn l trong d n World Shoe ti Trung Quc, cng nh Thi Lan, Indonesia,
Malaysia, Philippines v cc th trng khc tiChu v Chu M Latinh. Trung Quc,
mt cuc kho st marketing cho thy s gia tng v nhu cu v am m chi th thao, v c
khong 80 triu ngi Trung Quc vi thu nhp hng nm t 10,000USD n 40,000USD.
Thm vo , Nike cng i mt vi mt ss cnh tranh t nhng cng ty sn xut giy quc
t ln khc. Chui World Shoe c sn xut Trung Quc s dng nguyn liu ni a v cng
ngh sn xut ca Nike, iu s gip gim cc yu t nhp khu v gim chi ph sn xut.
Vic ct gim chi ph, cng vi vic p dng quy trnh sn xut hng lot s gip nhng nh
hng ln mi trng l khng ln, ng thi cho php ra i nhng sn phm vi chi ph thp,
ph hp vi phn khc th trng Trung Quc. Mt li ch khc na, l vic sn xut v s
dng cc ngun cung ng trong nc s gip to ra vic lm v gia tng thu nhp cho dn nia nhng ngi hin c sc mua thp. Vi gi bn l 15$/is gip gia tng lng khch
hng tim nng v m rng cc sn phm m Nike cung cp cho cc ca hng bn l Trung
Quc.
Tuy nhin, vo thng 1/2001, Hartge i mt vi mt vn tin thoi lng nan :
Doanh s ca World Shoe khng ng nh k vng. u tin, Nike i mt vi vic bn nhng
sn phm c li nhun bin thp (the concept of selling low-margin products). Ngay c vi gi
15$/i, nhng chic giy ny cng khng th cnh tranh vi nhng sn phm ni a gi r .Mt vn ln khc l c s h tng gii hn Trung Quc. Bi th, nhng chic giy Nike
khng th ph bin rng ri cho cc khch hng cc khu v c khc ngoi nhng khu vc m
cng ty m trc y ang bn cc sn phm cao cp. Cui cng, khng c bt k mt k hoch
marketing hay qung b g cho dng sn phm mi. Nhng chic giy ny ch c trng by
trong knh bn l hin ti m khng c bt k s gii thiu v qung co g. Trong 2 ngy,
Hartge s gp CEO Phil Knight v i ng qun l cp cao quyt nh xem c kt thc chui
sn phm non nt v thiu kinh nghim ny hay khng? Hartge ang khng bit lm th no
Knight tip tc ng h d n World Shoe y trin vng ny.
Tnh hnh chung ca cng ty:
Nike c nhn din l mt hng sn xut vinhng i giy bn chy nht (best
running shoes), Nike ng thi to nn xu hng thi trang cho gii teen v sn xut ra nhng
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i giy th thao cht lng cao cho cc vn ng vin ng cp th gii. Cng ty tr thnh
mt biu tng ca nn th thao trong mt k nguyn m cc vn ng vin c knh trng hn
bt k thi k no khc trong lch s.
Chim hn 45% th trng giy th thao M vo nm 2000
1
, cng ty pht trin vtbc trong vng 3 thp k, a li nhun t 60,000$ vo nm 1972 ln gn 9 t $ vo nm 2000.
Tuy nhin, trong sut 2 nm tr li y, li nhun ca cng ty rt ng tht vng. Ph lc 1 trnh
by li tnh hnh ti chnh ca Nike trong vng 10 nm. Nhng nn tng pht trin v nghin cu
vng chc, ngun cung ng quc t, v thng hiu vn ra ton cu l nhng yu t cho s
thnh cng ca Nike. Cng ty pht trin mt chin lc cnh tranh nng ct l thit lp
vic sn xut giy nhng khu vc c chi ph lao ng r, v sau xut khu sang nhng nn
kinh t giu c v pht trin hn.
Cu trc cng ty:
Vi hn 21,000 nhn vin ton th gii, cng ty c t chc thnh nhng b phn c
chia ra theo v tr a l v theo loi sn phm, iu to nn s chng cho trong trch
nhim v s hay thay i trong cu trc lnh o.V d, ngi qun l giy dp khu vc Chu
u phi chu s qun l ca c ph ch tch ph trch sn phm giy dp v ph ch tch ph
trch khu vc Chu u. Tuy nhin, li khng c bt k mt s giao tip chnh thc no gia
nhng ph ch tch qun l theo khu vc (US, Chu u, Chu - Thi Bnh Dng, v Chu
M Latinh) v ph ch tch ph trch sn phm (giy th thao, qun o, dng c). Trong trng
hp d n World Shoe, Hartge trin khai di s gim st ca Jerry Karver, ph ch tch ph
trch giy th thao v s hng dn ca Dan Loeb, qun l chung ca Nike Trung Quc. Ph lc
2 cho thy d n World Shoe ny trong cu trc qun l ca Nike.
M hnh tam gic pht trin bn vng
(The Triple Bottom Line)
Trong n lc m rng th phn ca mnh ra ton cu, Hartge v Gajowskyj bit rng cngty khng th ch xem xt mi tnh hnh ti chnh ca cng ty, m cn v cc vn v mi
trng v x hi na, Nhng ngi khc trong t chc cng nhn ra iu . Quay quanh Nike,
l nhng khi nimv pht trin bn vng, hoc khi nimkh nng ca th h hin ti c
1 Available atwww.hoovers.com
http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/7/31/2019 VanLuong.blogspot.com WorldShoe
4/26
p ng nhu cu m khng gy tn hi n kh nng ca th h trong tng lai lm iu tng
t2. Nhng khi nim v t tng ny c bit n rng ri trong nhn vin, nh vo vic
tuyn truyn v gio dc ca b phn Trch nhim doanh nghip (Corporate Responsibility
department) cho ton th nhn vin v m hnh tam gic pht trin bn vng (Triple bottom
line).Nhng nh qun l cp cao ca Nike bit rng h phi tr li cho nhng c ng v c cho
cng chng bit v s th hin ca cng ty trong 3 lnh vc: kinh t, mi trng v x hi. V h
p dng nhng chnh sch mc tiu bn vng cho tng thi k kinh t nh th no.
Kha cnh kinh t(The Economic Bottom Line)
Vic gim doanh thu, li nhun v gi chng khon gy nn nhng kh khn v kinh
t cho Nike t cuc khng hong nm 1998. Xu hng thi trang M v Chu u thay i,dn n nhng sn phm sneaker (i giy m dng trong mn qun vt) b mt th phn v ta y
nhng i giy nu v nhng chic qun pants thng thnh mt mi lc by gi. Th trng
M v Chu u chim 83% tng li nhun ca cng ty, trong khi khu vc Chu -Thi Bnh
Dng chim 11% v Chu M Latinh chim 6%. Ph lc 3 s cho thy s gim st v li
nhun ca tng khu vc t nm 1998 n 2000. Nike nhn ra cng ty cn thit phi cn bng v
m rng vic bn hng ra cc th trng ton cu.
Bn cnh , cuc khng hong Chu ging mt n mnh vo nn kinh t, ngthi lm gia tng ri ro ca vic cng ty qu tp trung vic bn hng th trng cc nc
Phng ty.Vic sn xut ca Nike i mt vi nhng iu kin mi: vic sn xut giy Chu
chuyn t li th chi ph thp sang mt v th mang tnh ri ro. Trong thng 7/1998, cng ty
cng b mt khon l trong qu 4 vo khong 67.7 triu$, khonl trong qu u tin trong 13
nm. Vi vin cnh khng my tt p v ti chnh v s thay i trong xu hng thi trang ca
th gii lm gim kh nng bn hng ca Nike, to nn mt chu k kinh t xung dc theo
ng xon c.
2 tm hiu thm v khi nim ny, xem World Commission on Environment and Development. Our CommonFuture (NY: Oxford University Press, 1987)
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Kha cnh x hi(The Social Bottom Line)
Cng lc , xut hin s thiu tin tng vo vic lm, lng thp, v iu kin lm vic
km ti nhng x nghip hp ng ca Nike Chu lm dy ln nhng p lc ln ca quct i vi vn pht trin bn vng ca cng ty. S phn i ca sinh vin, cc t chc cng
on, v cc chng trnh truyn hnh ln, nh knh 20/20, u xoy su vo vic ch ra du
hiu c trng ca Nike: l s dng lao ng quc t r mt. Nike tr thnh, theo c ngha
en v ngha bng, l mt cng trng m hi nc mt.
Sau rt nhiu nhng ch trch, Nike gii quyt nhng vn ny bng cch to ra nhng
s thay i ln i vi tnh hnh lao ng v lm vic ca cng ty. u tin, cng ty ban hnh
mt h thng gim st ton cu cho tt c nhng x nghip hp ng ca mnh, s dngnhngkim ton ni b v c cng ty kim tonc lp, Ernst & Young v Price Waterhouse Coopers.
Cc x nghip ny c kim ton lin tc nhm m bo vic tun th B quy tc o c ca
Nike (Nike Code of Conduct), mt chnh sch v vn lao ng, v c dch ra nhiu th
ting cho nhng cng nhn bn a.
Da vo bng iu tra thc hin vo thng 7/2000, vic tun th b quy tc ny ca Nike
dn n s gia tng sc tiu th ca th trng. Rt nhiu nhng tp on sn xut quc t ln
khc, cng hc c t Nike, v bt u ch hn v vn lao ng. H nhn thy nhngtiu chun cao t Bn quy tc ca Nike, v bi vy cm thy an ton khi lm vic trong mi
trng ny vh chp nhn nhng thc o trongbn quy tc . Hn na, nhng nh qun l
doanh nghip bo co rng x nghip tr thnh mt ni tt hn lm vic sau khibn quy
tc c p dng, thng qua vic nng cao tinh thn lm vic ca cng nhn v to nn mt mi
trng lm vic sch v trong lnh hn.
Nike cng ng thi tr thnh thnh vin ca Hip hi lao ng FLA (Fair Labor
Association), mt t chc phi li nhunlin kt vi nhng t chc cng on chng li cc cngtrng h khc, bo v quyn li con ngi v doanh nhn. T chc FLA yu cu tt c cc
thnh vin a ra nhng hng dnc thbn cnh bn quy tc o c ca mnh, bao gm mc
tiu chun lng ti thiu v phi tui lm vic ti thiu l 15. Thm vo , Nike gip
sng lp ra Global Alliance mt t chc linhip gm c International Youth Foundation, the
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MacArthur Foundation, the World bank v Mattel tt ccng hng n vic ci thincuc
sng cho cng nhn cc nc mi ni.
Cui cng, trong thng 7/2000, Knight cngvi Lin hip Quc,phi hpvi nhng
doanh nghip sn xut a quc gia khc nhm tn thnh mt tiu chun quc t v chnh sch viu kin cho ngi lao ng. Mc d s tn km cho vic u t nhng tiu chun ny trong
nhng tp on v nhng x nghip hp ng, tuy nhin, Knight tin rng iu ny s gip to ra
nhng tiu chun xhi v h thng gim st doanh nghip c cng nhn trn ton th gii
i vi vn v lao ng.
Bn cnh vic ni v trch nhim i vi vn lao ng (labor practices), Nike cng t
ho l mt thng hiu ni ting v o c doanh nghip. V d nh, nm 1994 Nike tng
tung ra d n ti s dng giy vi nhng mt hng giy dp li thi, khng cn c a
chung vi khong 2 triu i mi nm. Cc nh i l bn l ca Nike thu gom cc lo i giy
(khng phn bit nhn hiu) v vn chuyn n Oregon, ni m Nike xay v tch cc nguyn
liuphc v cho vic ti ch. Thng qua quan h i tc vi cc cng ty trong lnh vc sn xut
cht liu b mt dng c th thao, cht cao su bn ngoi giy dp v cht to bt c a
vo chu trnh sn xut lp b mt nhn to ca cc dng c th thao. Li nhun t nhng n v
kinh doanh ny c dng ng gp cho qu sng lp Nike v qu phc li ca cc n v
sn sut b mt dng c th thao.
Hnna, vic kt hp cc nguyn tc v bn s hng n cc tng v nghin cu
v pht trin sn phm, c bit i vi tng b phn ca giy dp. Mt thay i gn y l vic
loi b, khng s dng loi keo c dung mi d thm nc trong cc cht keo dnh trn cc sn
phm giy dp. Cc nh thit k giy dp cng bt u nh gi nguyn mu mi ca h da
vo bng chm im bn sn phm. B phn pht trin bn giy dp cng thit lp mc
tiu xa hn na l sn xut cc sn phm khng c hi, khng c cht thi v chu trch nhim
100% vi cc sn phm ca cng ty.
Cng ty c bc tin ln trong vic duy tr nhng quan im ny trong vic m rng
Beaverton, Oregon, his chnh ca Nike. Hn na, nhiusng kin c a rada trn cc
nguyn l pht trin bn vngcng c ph cp cho nhn vin cng nhau thc hin. c
t ra bi Shambala, hot ng ca d n bao gm vic khuyn khch cc nhn vin i chung xe
n ni lm vic, dng ly giy ung caf thay v ly bng s.
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Mi bn tm gia nhng n lc ca Nike
Kh tm vi tnh trng tr tr trong th trng s cp v cc vn mc sng thp ca
ngi lao ng, Nike cn mt hng i mi cho s tng trng. Nike bit rng cc nc mi ni
s l mt th trng tim nng khng l, m c bit l Trung Quc nu h m rng c snchi cc quc gia ny. Tuy nhin, nhng sn phm sn c ca Nike Trung Quc thuc dng
cc sn phm giy dp cao cp v dng sn phm may mc t tin ging nh khi bn th
trng M v Chu u. Nh vy mi bn tm ch yu l mu hnh kinh doanh. Trong khi c
khong 180 triu i giy c bn ra hng nm, th nhng cng nhn lm ra cc sn phm
li khng sc mua chng cng nh i vi phn ng ngi tiu dng Trung Quc, chnh v
vy nhng i giy ny l qu t c th chim lnh c th trng ni a. Vy cu hi t
ra l lm th no tip cn vi th trng ny?
Trung Quc: i tc sn xut hay th trng tiu th?
Trong mt chuyn tham quan sn bng v cu lng ti trng i hc Thnh ,
Trung Quc, Hartge v Gajowskyj rt ngc nghin khi thy rng khng mt ai trong s h ng
trm vn ng vin y s dng bt k sn phm no ca Nike. Cc vn ng vin chi th
thao hu nh mang nhng i giy vi rt mn v r tin. Hai ng pht hin ra rng cc vn ng
vin chi th thao t 2-4 ngy trong tun s thay t 6-8 i giy trong mt nm. Mt vi i c
v t hn, khng phi cht liu vi v c thng hiu t cc hng giy phng Tynm bn
cnh ng qun o ngoi sn nhng ch dng cho vic i chi sau khi chi th thao trn sn,
cn lc chi h vn mang nhng i giy c.
Ngoi cc quan st kh n gin, h cng tin hnh nghin cu thng k nhu cu th
trng giy th thao. Theo mt cuc nghin cu ca Nike th trng th thao ca Trung Quc,
86% ngi c phng vn tham gia chi th thao, iu c th din dch ra l c hn 1 t
ngi tp th thao Trung Quc. Hn 49% ngi c kho st i xe p, cng l phng tin
giao thng chnh quc gia ny. Ngoi i xe p v chy, cu lng c kho st l mt trong
cc mn th thao c chi nhiu nht Trung Quc. Theo nghin cu ny, 35% s ngi trong
tui t 10 tui tr ln chi mn th thao ny t nht 1 ln 1 nm, con s tuyt i s l 336
triu ngi chi, r rng y l con s m Hartge khng th b qua. Ph lc 4 trnh by nhng
hot ng th thao ch yu ca ngi dn Trung Quc. Hartge thy c mt li th gp i ca
d n World Shoe. u tin, d n ny cho thy mt vin cnh tng trng. Nhng mt iu
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cng khng km phn quan trng l hnh nh thng hiu ca Nike, ngha ca iu ny c th
thy nhng nh hng trong m hnhtam gic pht trin bn vng (Tripple bottom line). Th
nht, n to thm thu nhp khu vc m cng ty sn xut hot ng. Th hai l vic pht trin
mt sn phm vi mc gi phi chng v ph hp vi nhu cu ca i a s ngi tiu dng
Trung Quc.
Mt m hnh kinh doanh mi
khai thc th trng pht trin ny, Nike cn mt chin lc kinh doanh mi. M hnh
kinh doanh truyn thng vi vic xut khu v tip th sn phm giy dp nhng th trng
hng u mt cch n gin s khng cn ph hp mang li thnh cng vi phn khc th
trng mi ny. Nhu cu khch hng v sc mua l khc nhau nn cc nh bn l khng th hot
ng mt cch tng t nh th trng pht trin, mt khc chi ph sn xut v nguyn vt liu
cng cn phi nh gi li mt cch nghim tc.
Nm 1996, trc khi Hartge a ra hi ng qun tr d n giy World Shoe, mt i c
nhim c lp ra th trng mi ni a ra k hoch gia nhp vo th trng ny. Nhim
v chin lc ca h l gia nhp th trng v to ra doanh thu bng cch thm nhp nhng th
trng m hin ti Nike khng c sc nh hng. Mc tiu ton cu ch l quan nim, ni bt
u thc hin l khu vc ni a. i c nhim c quy t tnhiu b phn khc nhau: b
phn ph trch giy dp, b phn sn xut, b phn lp k hoch chin lc v b phn ph trch
giy dp quc t. H kim tra tnh hnh sn xut, cc n t hng cng nh chnh sch phn
phi hin ti ca cng ty v son tho m hnh kinh doanh mi cho cc th trng mi ni. K
hoch mi bao gm cc khu hiu nh ni a dng hng ni a, pht trin sn xut sn phm
da trn s hp tc vi cc nh my trong nc v h thng phn loi th trng mc tiu xc
nh phn khc thch hp.
Sn xut theo phng thc ni a dng hng ni
Sn xut theo phng thc ni a dng hng ni l mt phn trong m hnh kinhdoanh mi. Khi nim ny c nh ngha l sn xut trong nc s mang li chi ph thp nht
cho th trng mi ni. Dng giy World Shoe c th c sn xut cc nh my ca Nike
Trung Quc bng cch s dng cc nguyn vt liu sn c a phng c mua bng ng
ni t. Tip tc theo ui k hoch ny s gip tit kim chi ph vn chuyn, loi b thu nhp
khu v cc chi ph lu kho ca dng giy World Shoe so vi cc dng sn phm khc ca Nike.
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Vic tm ngun cung ni a cng chp hnh cc quy nh ca Chnh Ph Trung Quc l cng
ty c php mua nguyn liu ni a nu nh sn xut bn hng cho ngi tiu dng trong
nc. Giy php nhp khu nguyn liu th khng cp cho cc cng ty a quc gia sn xut
trong nc v bn hng trong nc. M hnh ny va c ngha kinh t va n lc h tr cho
m hnh tam gic pht trin bn vng (The tripple bottom line)bng cch tm kim ngun
nguyn liu t mt phm vi rng hn cc cng ty ni a.
Thit k sn phm v pht trin
Ngc li vi k thut truyn thng ca Nike l nh thit k s to ra mt mu th
nghim v sau nh my s a vo sn xut v tm ra phng thc sn xut tit kim chi ph
nht. i thit kdng sn phm giy World Shoe s kt hp vi nh my sn xut. Nhng thit
k ca cc k s Chu s phi ph hp vi yu cu cht lng cng nh yu cu v thi gian
sn xut v s tn km trong sn xut.
Khng c thit k tinh xo nh cc sn phm giy c bn th trng Phng Ty,
sn phm giy c thit k vi ming ltn hi chng cht thi v ngoi Waffle truyn
thng ca Nike. Nhng iu chng ta ang lm ging nh nhngcng vic u tin ca Bill
Bowerman, ngi ng sng lp NikeHartge ni. Ci hay ca d n ny l chng ta s tr li
vi giy Waffle truyn thng, mang cng ngh v lc m n nhng ngi cha mt ln tri
nghim n. Hn na, khng ging nh cc sn phm sn xut theo thi v ca Nike (cc sn
phm c thitk cho 3 ma r rt: ma thu, ma ng v ma xun), dng sn phm giy
World Shoe s c sn xut cho mt ma, do s c tui i di hn.
Mc d khng c s dng cho tt c cc sn phm trong dng giy World Shoe,
Gajowskyj v cc nh thit k khc khm ph ra cch lm th no thc hin mt k thut
gi l tessellation cho dng sn phm giy World Shoe (cng nh cc dng sn phm giy
khc). Thit k ny c da trn s kt hp an xen ca tng phn cc mu hnh khc nhau v
do c th lm gim ng k ph thi vt liu hay chi ph nguyn vt liu.
gim nh hng n mi trng, Nike ct gim cc hp ng giy truyn thng.
Hp catton truyn thng tc gi tr s dng v khng thn thin vi ngi bn l Trung Quc.
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Thay vo , mt i giy World Shoe s c ng vo ti c rt dy v c th gp i
nh mt ba l nh, ti to c mt c hit ln Hartge ni. ti bao gm trong gi v l
mt sn phm thit thc, ph hp vi mc tiu sn xut ni a tiu dng ni a ca chng ti
Phn loi th trngBn cnh k hoch mi v thc t sn xut, Nike i mt vi vn xc nh th t
u tin cc th trng mi ni thm nhp. H chia cc th trng tim nng thnh 5 loi i
khi da vo dn s v ngang gi sc mua (PPP).
Loi mt bao gm cc th trng ln pht trin c xc nh l c dn s nhiu hn
50 triu ngi v PPP ln hn $20,000. Loi ny bao gm M v Nht Bn. Loi hai, cc th
trng nh pht trin, bao gm cc quc gia nh c v Hng Kong, loi ny c dn s nhiu
hn 15 triu ngi vi $20,000 PPP. Trung Quc thuc loi ba: ang pht trin vi tim nngln, c dn s 1 t ngi v PPP trung bnh l $2,000.
Nike cn phn th trng thnh 2 loi na: Loi bn tim nng gii hn, v Loi nm
ri ro cao, thu nhp thp. H thng phn loi ny c xc nh c th hn trong ph lc 5 .
Xc nh th trng loi 1 gn nh bo ha, v nhn ra c nhng phc tp v kh khn
ca vic iu hnh trong cc th trng loi bn v nm, mc tiu ca Nike l hng n nhiu
ngi tiu dng hn th trng loi ba. Nike nhn ra rng rt nhiu ngi tiu dng th
trng loi ba quen vi vic chi th thao trong cc i giy vi r tin v cng tr mt cigi kh thp cho cc i giy th thao. Chng hn, cng ty thy rng gn 78% cc i giy th
thao c bn Trung Quc c gi t $1 n $30. Cc i giy gi cao ca Nike b l phn
ln th trng tim nng ny. Ph lc6 cho thy cc mc gi khc nhau v s tham gia ca Nike
vo th trng giy dp Trung Quc nm 1998. Vi k hoch kinh doanh ha hn l c chi ph
thp hn, Nike chun b cnh tranh trong th trng bn l vi gi thp.
Vi kinh nghim tng lm vic cc nn kinh t mi ni M La Tinh, Hartge l mt ng
c vin thch hp dn dt k hoch ny. Vo u nm 1998, Hartge tip qun vn phngmi ca cng ty v lc lng c nhim gii tn. Vi mt gim c lm vic ct lc v mt
k hoch kinh doanh chuyn nghip, Nike dng nh d dng ginh c mt th phn quan
trng ca th trng Trung Quc.
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C cu chi ph
Chi ph c bn ca dng World Shoe quyt nh n thnh cng ca cng ty. Khch
hng c thu nhp thp v s cnh tranh trong ngnh cng nghip giy gy p lc ng k lngi bn l, buc World Shoe phi kim sot chi ph mt cch k lng. Vic thit k sn xut v
thc tin sn xut ni a dng hng ni a b ct gim, kt qu l chi ph gin tip, vt liu
v lao ng thp hn ng k. Gi xut kho ca Series 100 v Series 400 tng ng khong 5
USD v 9.5USD. Mt so snh v chi ph ca mt i giy Series 100 World Shoe vi mt i
giy Nike trung bnh c trnh by trong bng 2.
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Nhng th thch
Trong thng 1 nm 2001, Hartge v nhm ca ng bn c khong 404.520 i giy
World Shoes cho cc khch hng Trung Quc. C ba vn chnh lm cho doanh s khng c
nh mong i. u tin, s nn ch trong ni b ca d n (organizational disincentives), bao
gm c li nhun bin k vng cng nhc, lm cc nh bn l chy theo s ha hn ca cc th
trng kinh t mi ni: li nhun bin nh nhng doanh s cao. World Shoe c nh gi cao
v khng th cnh tranh vi cc sn phm gi r trong nc. Th hai, s tn nhim vo h thng
phn phi hin c ca Nike hn ch kh nng xm nhp vo phn khc th trng ny nh d
nh ca Hartge. Th ba, khng c mt k hoch marketing chnh thc no qung co dngsn phm giy mi ny n cc nh bn l hin ti v tng lai. Liu rng d n World Shoe c
th tn ti hay khng?
Nhng s nn ch trong ni b
Hin nhin, Nike nm ly con ng i vo th trng Trung Quc. Mt m hnh kinh
doanh mi c to ra, Hartge v nhm ca ng thc hin n bng ton b thi gian v sn
phm ang c bn. Tuy nhin, cc mctiu ti chnh ca cng ty v cc cng thc nh gi
khng c thit k khch l s tng trng ca cc sn phm nh World Shoes. V d, Dan
Loeb, qun l chung ca Nike Trung Quc, k vng tng thm mt t l phn trm c trng
(50 im c bn) i vi dng sn phm thp nht ca Nike, khng cn ch ti s lng giy
c bn ra. ph hp vi mc tiu ny, s c nhiu ngha v mt kinh t hn khi tp trung
vo cc sn phm c t sut sinh li cao, ngc li vi d n World Shoe. Xa hn na, mt vi
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ngi ang lo lng v thit k v cu trc n gin ca World Shoe s lm cho vn nn hng gi
hin ti tng ln. H lo ngi rng i giy qu d dng lm gi.
nh gi v cnh tranh.
Chi ph sn xut ca dng sn phm World Shoe va cnh tranh trn th trng.Tuy nhin, theo nh Hartge v nhm ca ng hc c, m hnh kinh doanh mi cho cc th
trng mi ni khng lm bin i m hnh li nhun bin ph hp vi mi trng mi.
Sn phm chi ph thp ny c nhgi bng cng thc nh gi dng cho ton b cc sn
phm giy ca Nike. Tng cc phn trm li nhun cho Series 100 v Series 400 ln lc l 50%
v 30%. Do , cc sn phm ca d n World Shoe, trong khi r hn cc sn phm khc ca
Nike, vn b nh gi cao so vi cc sn phm cnh tranh.
Trn thc t, tng doanh thu bn l ca ba cng ty Nike, Reebok v Adidas nh hn hainhn hiu ph bin ca Trung Quc, Kangwei v Li Ning. Bng 3 m t doanh thu ca hai nhn
hiu ny trong nm 1999. Cc i th cnh tranh Trung Quc khng nhng c c cu chi ph
thp v gi bn l thp m h cn t mc tiu hng n th trng i chng rng ln, khng
ch l cc khch hng thng lu. Gi bn l ca cc cng ty ni a t 3$ n 30$. Hn thna,
Li Ning, mt cng ty c t tn theo hun luyn vin th dc ni ting ti Th vn hi Trung
Quc, c mt chng trnh tip th rng khpTrung Quc tng t nh ca Nike.H k
hp ng vi cc vn ng vin quc gia, thc hin nhng chin dch qung co v bn sn
phm ca mnh trong bao b bt mt. i th cnh tranh ny ca Nike tm cch m rng
ton cu. Ti th vn hi 2000 Sydney, c, khng ch cc i th dc dng c Trung Quc m
cn cc i t Php cng xut hin trongcc sn phm mang thng hiu Li Ning ca h. Li
Ning i din cho i th cnh tranh ln nht ca Nike ti th trng Trung Quc
Bng 3: Doanh thu bn l giy th thao Trung quc nm 1999
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Hng gi
Cc sn phm giy dp v may mc gi mo nhn hiu Nike trn ngp Trung Quc. Nike
c tnh rng trong nm 1998, khong 2.250.000 i giy gi c bn, chim 70 triu USD
doanh s bn hng. Dng giy World Shoe c th a ra mt gii php tim nng cho vn nyvi mtmc gi thp hn. Nhng, iu ny tri ngc vi trit l th trng mi ni ca Nike,
chnh yu culi nhun k vng bin cao ca Nike ngn cn nhiu bc tin trong vic loi
b hng gi.
Sn sng hng ti cc th trng mc tiu
Mc d vic s dng cc mng li sn xut v cc knh phn phi hin c gim chi
ph tm kim i tc mi, tuy nhin d n World Shoes khng ph hp vi mng li ny mt
cch d dng nh Hartge tng hy vng.
c im bn l v mng li phn phi:
Khng ch v nhng i giy c gi qu cao v k vng li nhun khng linh hot, Nike
khng sn sng cho th trng tiu dng mc tiu ca mnh. Nhng sn phm giy dp cao
cp ca Nike c bn cho cc nh bn l trong khu vc trung tm Thng Hi, Bc Kinh v
Qung Chu, cng l ni m cc nh sn xut ca cngty ta lc. Nhm World Shoe cng da
vo cc knh phn phi truyn thng ca Nike asn phm n nhng ngi bn l trong
cc khu vc ny. Trung tm phn phi Thng Hi cung cp nhng i giy World Shoe, cngvi tt c cc loi giy dp khc ti nhng ca hng bch ha chnh quyn, nhngca hng
chuyn bn th thao, v cc ca hng bn l ca Nike trong ba thnh ph ln. V vy, mt i
giy World Shoe 15$ c th nm trn mt chic k k bn mt i giy Air Mac 150$. Trong khi
mt vi lp lun cho rng iu ny s cung cp mt lot cc phong cch v gi c khc nhau cho
khch hng, cn Hartge th tin rng v tr t nh vy s gynhm ln i vi khch hng ln cc
nh bn l. Hai dng sn phm ny tm phn khc mc tiu tri ngc nhau, nhng lic
bn thng qua cc knh bn l ging nhau, thng thng l nm trongcc chui ca hng bn lln.
iu th v l chui ca hng ln tiTrung Quc c doanh thu chim t hn 3% gi tr
tng mc bn l.Hu ht cc mt hng tiu dng c bn thng qua cc ca hng nh ca gia
nhvi kh nng lu tr hn ch i km vimc hng tn kho thp. Trong thc t, mt nghin
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cu c tnh c khong 9 triu ca hng nh th, cc ca hng c s hu c lp ny ti
Trung Qucb hn ch v vn v thng chim t hn 300 feet vung.
Tuy nhin nhngnh bn l ny gp kh khn thm nhp th trng v mt vi l do.
Th nht, h tri rng khpc nc nhng cc k phn tn. Th hai, bi v khu vc lu tr nh nn hu ht cc ca hng duy tr mt tm l gi hng. Do vic h khng mun mang theo mt
xe ti ch cha ton 100 i giy nam gii kch thc size 9 hiu Serie 100 l mtv d. V vy,
Hartge v nhm ca ng khi Trung Quc c mt thi gian kh khn thuyt phc cc nh
bn l a phng chp nhn cc phng php phn phi truyn thng ca Nike cho dng giy
dp li nhun thp ny. gim nh vn ny, trong mt s trng hp, cc nh bn l c th
li xe n nh my gn nht sn xut dng giy World Shoe ly mt s hp v sau bn
trong cc ca hngca mnh
Hn na, giy World Shoe c kinh nghim trong vn thm nhp knhphn phi.
Nike c 388 im bn hng khc nhau ti Trung Quc, v kim c trung bnh 670.000 $ mi
v tr. Ngc li, Li Ning c 800 im bn hng trong nc v doanh thu trung bnh l 1 triu
USD mi im bn. Bng 4 nu bt s xm nhp v hiu qu knh phn phi ca Nike so vi Li
Ning. (Lu : nhng con s ny khng lit k li nhun ca cng ty m l tng doanh thu bn l
cho mi thng hiu.)
Hartge phi i mtvi mt cu hi hc ba lin quan n cc knh phn phi v bn
l. Nhng ngi mua sm ti cc trung tm th c thc s l th trng mc tiu thch hp
khng? Cc c trng ca ngi tiu dng dng giy World Shoe mc gi thp ny khng sng
ti nhng khu vc trung tm v cng khng ccng mt sc muanh nhau. Tuy nhin, nu
khng c mt c s h tng phn phi chnh thc cc khu vc nng thn, thbng cch no
nhng i giy ny c th theophn khc mc tiu nh?
Quy trnh sn xut v th thchtrong chnh sch t hng
K hoch sn xut ni a dng hng ni mc d tim nng nhng c th l mt condao hai li i vi Hartge. Mt mt, khi nim ny gip gim chi ph, ph hp vi cc quy nh
ca Trung Quc, cung cp cho ngi dn a phng vic lm v thu nhp. Mt khc, nu n
u nhu cu trong tng lai, giy World Shoe s gp kh khn. Bi v mi ch c hai nh my
c ch nh sn xut hon ton cc dng sn phm giy World Shoe khin d n phi i
mt vi s hn ch trong nng lc tim nng.
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Nike k hp ng vi khong 50 nh my chu sn xut tt c cc sn phm
giy dp ca n, trong c 30 nh my ti Trung Quc. Tuy nhin, mt s khc bit r rng
c thc hin gia dng sn phm Local v dng sn phm In-line. Nhng sn phm
"Local" (tc l, dng giy World Shoe) th
(a) vn gi nguyn trong nc hoc theo khu vc ni chng c sn xut,
(b) c sn xut t nguyn liu sn c ti a phng,
v (c) c thit k t kin ngi tiu dng a phng .
Ngc li, sn phm in-line th:
(a) c thit k xut khu ton cu hng tith trng pht trin
v (b) khng b rng buc vi khu vc sn xut. Dng sn phm in-line c sn xutti nh my sn xutin-line, nhng nh my ny mua vt liu t nh cung cp c chi ph thp
nht, bt k ngun gc ca cc u vo ny.
Nike khng c nh my ch sn xut ring dng sn phm local, m ch c ring nhng
nh my sn xut dng In-Line hoc l cc nh my sn xut c hai loi. Dng sn phm
local, hay ni cch khc l dng giy world shoe vn l mi, v cha sc c th i
hi nhng nh my ring sn xut dng sn phm ny. Ph lc 8 cho thy mi loi nh my
k trn.Mt ro cn khc i vi World Shoe l chnh sch t hngchnh thc ca cng ty.
Hng thng, cc gim c bn hng cc quc gia vcc khu vc phi np mt cam kt sn
xut 3 thng cho Inventory Order Man - Tp on c tr s cng ty ti Oregon. Yu cu ti thiu
phi l 2.000 i cho mi loi, v gii hn t hng ti a l 10.000 i mi thng. Sau khi n
t hng c gi n tr s, th khng th thay i hoc hy b n t hng cho ti thng
sau. Vicyu cu t hng ti thiu v theo lch hng thng nh th ny to ra nhng thch thc
rt ln cho cc dng sn phm mi.
V d, phc v dp tt nm 1999 Trung Quc, h d nh t 400 hit 40000 i
theo dng Trung Quc v yu cu giao hng vo thng 12. u tin, yu cu ny rt c hoan
nghnh, tuy nhin n gy ra s khng tng xng vivic d bo n t hng trc m
World Shoephi i mt. Ba thng trc dp tt ca Trung Quc, cc khch hng cc khu vc
ca World Shoe ch c th d bo nhu cu 10.000 n v cho thng mi hai. Vbi v chnh
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sch t hng nghim ngt, ch c th giao theo con s ny, v khng c cch no Nike c th
thay i s lng t hng nhm p ng c nhu cu gia tng trong cc dp l hi .
Thiu k hoch v chin lc tip thTrong th trng bn l Trung Quc, cc ch tim cng thng l nhn vin bn hng.
V vy, cc cng ty mun m rng cc sn phm mang nhn hiu ca mnh vo cc knh mi
cn phi thit lp mt mi quan h tt vi cc ch tim, n lt mnh, h s a ra cc khuyn
ngh cho ngi tiu dng. xm nhp c nhng th trng cao cp ti cc nn kinh t mi ni,
cc cng ty a quc gia cn mt lc lng bn hng hng hu, chuyn dng v c mt lng ln
vn. Tuy nhin, Nike khng c ngun nhn lc cn thit to lp cc mi quan h vi cc
ca hng bn l trong mt th trng phi tp trung nh vy. Ngoi ra, b phn tip th ca cng
ty khng c chng trnh khuyn mi c bit v c ch ch dnh cho cho cc nh bn l hay
ngi tiu dng. N lc tip th gi y trao li cho cc gim c khu vc, nhng ngi thng
xuyn quan tm n vic bn cc sn phm giy dp c li nhun rng cao. Nh vy, World
Shoe ngi trn k m khng cn bt k s qung b no. Cc nh bn l khng c thng tin v
cc tnh nng c o hoc th trng mc tiu dng sn phm World Shoe.
Ngoi ra, c s tranh lun gia cc nh qun l Nike v duy tr hnh nh thng hiu
mnh m ca Nike. Cc c nhn trong Nike lo ngi rng vic to ra mt loi giy"gi r" s
lm lu m nhng g mNike tri qua nhiu nm xy dng, giy th thao cht lng cao
vi gi cao hn. Nukhng c mt chng trnh qung co c thit k gii thch gi tr ca
nhng i giy gi r th cc nh bn l cng nh ngi tiu dng d b nhm ln v nh v
thng hiu ca Nike.
Kt lun
Bi v a vv danh ting ca ng trong Nike, quan im ca Hartge nhn c s tntrng t cc gim c iu hnh Nike khc. Nhng vi tt c nhng thch thc ny, Hartge v
nhm ca ng s cn ngun lc v s h tr ng k lm cho World Shoe p ng c k
vng. Hartge cng bit rng tri tim ca ng t trn trong d n ny v s nghip ca mnh
ph thuc vo s thnh cng ca n. Trong khi ng nhn ra rng mt m hnh kinh doanh mi
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c to ra dnh cho World Shoe, th dng nh n vn cha c hiu qu g Trung Quc. M
hnh kinh doanh no s c hiu qunht? Hartge c th lm g thuyt phc cc qun l doanh
nghip thay i k vng mc li nhun rng? Mc tiu bn hng, doanh thu, li nhun ca
dng sn phm ny s nh th no? Lm th no ng c th nh v cho dng sn phm ny tt
nht trong bi cnhcnh tranh t cc hng a phng? Liu nhng xem xt t m hnh Tripple
Bottom line c thto ra li th cho ng? ng sc hai ngy pht trin mt k hoch sc
thuyt phc Phil Knight.
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Ph lc 1:Hot ng ti chnh trong vng 10 nm ca Nike
(n v: triu la, ngoi tr d liu trn 1 c phiu, cc ch s ti chnh v s c ng)
Ch s 2000 1999 1998 1997 1996 1995 1994 1993 1992 1991 1990
Doanh thu 8995.10 8776.90 9553.10 9186.50 6470.60 4760.80 3789.70 3931.00 3405.20 3003.60 2235.20
Li nhun gp 3591.30 3283.40 3487.60 3683.50 2563.90 1895.60 1488.20 1544.00 1316.10 1153.10 851.10
Li nhun gp 40% 37% 37% 40% 40% 40% 39% 39% 39% 38% 38%
Chi ph ti cu trc (2.50) 45.10 129.90 - - - - - - - -Thu nhp rng 579.10 451.40 399.60 795.80 553.20 399.70 298.80 365.00 329.20 287.00
Dng tin hot ng 759.90 961.00 517.50 323.10 339.70 254.90 576.50 265.30 435.80 11.10 127.10
Gi c phn thng
Gi cao 64.13 65.5 64.13 76.38 52.06 20.17 18.69 22.56 19.34 13.63 10.38
Gi thp 26.56 31.75 37.75 47.88 19.53 14.06 10.79 13.75 8.78 6.5 4.75Tin v cc khon tngng tin
254.3 198.1 108.6 445.4 262.1 216.1 518.8 291.3 260.1 119.8 90.4
Hng tn kho 1446 1170.6 1396.6 1338.6 931.2 629.7 470 593 471.2 586.6 309.5
Vn lun chuyn 1456.4 1818 1828.8 1964 1259.9 938.4 1208.4 1165.2 964.3 662.6 561.6
Tng ti sn 5856.9 5247.7 5397.4 5361.2 3951.6 3142.7 2373.8 2186.3 1871.7 1707.2 1093.4
N di hn 470.3 386.1 379.4 296 9.6 10.6 12.4 15 69.5 30 25.9
Vn c phn 3136 3334.6 3261.6 3155.9 2431.4 1964.7 1740.9 1642.8 1328.5 1029.6 781
Gi c phiu cui nm 42.88 60.94 46 57.5 50.19 19.72 14.75 18.13 14.5 9.94 9.813Mc vn ha th trng 11559.1 17202.2 13201.1 16633 14416.8 5625.2 4318.8 5499.3 4379.6 2993 2942.7
Ch : tt c cc d liu trn 1 c phiu c iu chnh phn nh cc t chia nh c phiu (2 thnh 1) vo cc thi
im: 23/10/1996,20/10/1995 v 5/10/1990. C phiu loi B ca cng ty c nim yt ti sn New York v sn Pacific v c giao
dch di k hiu l NKE. Vo ngy 31/05/2000, c xp x 153 c ng nm gi c phiu hng A v B
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Ph lc 2: V th ca World Shoe trong cu trc t chc ca Nike
Giy dp Thi trang Trang thit b Ti chnhHoa KChu uChu ThiBnh Dng
D n WorldShoe
Chu M Latinh
CEOPhil Knight
Ch tchTom Clarke
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Ph lc 3:S st gim doanh thu theo tng khu vc
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Ph lc 4: Nhng hot ng th thao ch yu Trung Quc
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Ph lc5: o lng v phn loi th trng
Tier c im Dn s(triu
ngi)
GDP perCapita
Quc gia v d
1 Th trng ln, pht trin >50 >$20 M, Nht, Php2 Th trng nh, pht trin
- cc nc thnh vin EU15 >$20 o, Hng Kng, c
3 ang pht tri n vi tim nng ln- Cc nn kinh t ang pht trin ng dn- Cc quc d kin cha gia nhp EU
~ 1000 $2 n , Trung Quc
4 Tim nng gii hn- Tim nng tng trng c gii hn- Tim n cc ri ro tin t, kinh t, chnhtr
- C lpv a l
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Ph lc 6: Th trng giy th thao Trung Quc
Gi s: Doanh thu trong quy m th trng bao gm 17% thu VAT
Ph lc 7: Cc dng sn phm World Shoe
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Ph lc 8: Qu trnh sn xut dng Localv dng In-line
Cng ty a phng
(non-in-line)(s cng ty = 0)
Cng ty In-Line(Local and in-line)
(s cng ty = 2)
Cng ty In-Line
(s cng ty = 30)
Local for Local Products
Local for Re ion Ex ort
Local for Local Products
Local for Re ion Ex ort
Global Ex ort
Global Ex ort
Khng d liu
hng tn kho.Khng d liugiao dch
Full inlinesystem
visibility,interaction and
communication