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Xem xetnhiem vumuc tieuva chienlc hien
tai
Thc hienviec kiemsoat ben
ngoai e xacnh cac co
hoi va e doachu yeu
Xet lai muctieu kinhdoanh
Thc hienkiem soat noi
bo e nhandien nhngiem manh
yeu
Thiet lapmuc tieu dai
hn
La chon
cac chienlc e theo
uoi
Thiet lapmuc tieuhang nam
e ra cac
chnh sach
Phanphoi cac
nguontai
nguyen
Thchien
o lngva anh
gia thanhtch
Thong tin phan hoi
Thong tin phan hoi
Hnh thanh chien lc Trien khai chien lcanh giachien lc
1
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CHNG 4PHN TCH
MI TRNGNI B
Huynh Thi Minh Chau
A. Phng php tip cn
nhng nt c trng cavic nhgi tim lc
B. Phng php kim tonni b
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im mnh
im yuLi th cnh tranh
Li th cnh tranh bn vng
3
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IM MNH L iudoanh nghiplm tt hoccc ctnh gip doanh
nghipc kh nng cnhtranh.
C th biu hin dicc hnh thc:
- B quyt, k nng,kinh nghim,cch lm c bit- Th mnh v c s vt cht: nh xng, ngun vn, h
thngphnphi
- Ngunnhn lc mnh
- Th mnh v t chc, qunl
- Cc ti snv hnh
- Th mnh vcc miquan h
-
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IM YU L nhng imm doanh nghip ang b thiust, km
ci, hay nhng yu t s ydoanh nghipvo tnh th btli.
C th biu hin dicc hnh thc:
- Thiu ht cc k nng v kinh nghim cnh tranh quantrng- Khng ngun lc: nhn lc, vt lc, ti lc- Yu v kh nng qunl, t chc
- Khng c nguncung ng uvo vng chc- Marketing yukm- Khng c ti snv hnh c gi tr-
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LI TH CNH TRANH L kh nngcung cpcho th trng nhnggi tr c bit
m khng c i th cnhtranh no c thcung cp.
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LI TH CNH TRANH BN VNGL kh nngLIN TCcung cpcho th trng nhnggi tr
c bitm khng c i th cnhtranh no c thcung cp.
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Mc ch ca vic phn tch mi trng bn trong:
nh gi nhng g doanh nghip c v khng c, nhng g mdoanh nghip c th lm v khng th lmNhn din im yu v im mnh
Ci thin im yu, bin im mnh thnh li th cnhtranh, v nu c th th thnh li th cnh tranh bn vng
7
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khng phi l qu kh cho vic lp
danh sch di nhng im mnh v yuca doanh nghip. Nhng vic chn ramt danh sch gm 10-20 im mnhv yu quan trng nht l vic lm v
cng kh khn
8
c c nhng la chn ng n
Mi quan h gia cc b phn chc nngVn ha doanh nghip
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9
Vn ha t chc:
- L m hnh cacc tiu chunv nimtin csan s,cho php mi ngitrong t chc hiu c hot ngca t chcv trangbcho h nhngqui tc ng x.
- L tng hp nhng nt c trng ca t chc, chi phinhn thc v hnh vi ca nhng con ngi trong t chccng nhng gi tr, chun mc, n np, tc phong m t
chc c c.
Ch trng i ni hay i ngoi
Tp trung vo nhim v ca t chc hay x hi
Ch trng ch ngha c nhn hay tp thAn ton hay mo him
Ty c ng bin hay hoch nh k hoch
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3 CCH GIPGIM THIU S CH QUANTRONG NH GISo snh hot ng cacng ty theo nhng thi kkhc nhauSo snh hot ng ca cng ty so vi nhng chun mc ca
ngnh & so snh vicc i th cnhtranh ch yu nhgi trnh hot ng cacng ty trn c s nhngnhn t
thnh cng ctli cangnh hoccc ngnh trong n cnhtranh
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CC CHC NNG C BN CA T CHC
Qun tr
Tip th
Ti chnh,k ton
Sn xut / tcnghipNghincu & phttrin (R&D)
H thng thng tin
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Qun tr Hoch nh
T chc
Thc y, ng vin
Nhn s Kim sot
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Tip thPhn tch khch hngMuaBn Hoch nh sn phm v dch v nh gi Phn phiNghin cu th trng Phn tch c hi Trch nhim i vi x hi
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Ti chnh k tonQuyt nh u tQuyt nh ti chnh
Quyt nh v c tc
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Sn xut / tc nghipQuy trnh
Cng sut
Hng tn kho Lc lng lao ng
Cht lng
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Nghin cu v pht trin R&D bn trong R&D theo hp ng
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H thng thng tinnh gi cng thng tin
Xc nh nh hng ca HTTT n li th cnh tranh ca DN
K hoch pht trin HTTT c phn cng ln phn mm
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Phng php tip cn nhng nt ctrng ca vic nh gi tim lc
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Chin lc: Cch huy ng ngun lc thomn mong ikhch hng, ng thi tip tcpht trin ngun lcDN chotnglai
Yu cu:
- Hiur,bo vv xy dng ngun lc- Hiu r gi tr khch hng mong i/ nh gi cao
- Bit lm cch no chuyn cc ngun lc ca DN thnh gitr khch hng mong i
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Xc nh bi cch hnh ng,quyt nh v chin lc Khch hng xc nh
Cc ngun lcQu trnh kinh
doanhGi tr khch
hng
Mi trng cnh tranh c xc nh theo nguyn tc kt ni
S CHIN LC18
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QUY TRNH HNH THANH CHIEN LC CANH TRANHTh trng nao? Phan khuc
nao
Tao gia tr g cho khach hang
Nang lc quan trong can co e tao giatr vi chi ph thap
Nang lc cot loi
Xoa c khoang cach nguon lc
Suy nghlai ve th
trngmuc tieu
YES
NOYES
NO
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Phat trien noi boLien minh lien ketMua lai
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CAC TAI SAN CO GIA TR CHIEN LC
Chien lc ch co the c phat trien da tren nhng tai san vanguon lc co gia tr chien lc
Kha nang bat chc
o benKha nang thay the
S s hu
Tam quan trong
Co hiem khong?
Co lau dai khong ?Co nguon nao thay the khong?
Ai nam gi gia tr cua tai san?
Tai san nay quan trong nh the nao cho
s thanh cong cua DN?
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CAC TAI SAN CO GIA TR CHIEN LCKha nang bat chc
Nguon lc co kho bat chc khong
Mc o lau daiNguon lc co kha nang b mat gia trong bao lau?
Kha nang b thay theTac ong cua nguon lc co the thay the khong?
S s huAi co kha nang thue/ mua nguon lc?
Tnh u viet
Nguon lc nay co that s tot hn khong?
Tnh ben vng
Li thecanh tranh
Li theso sanh
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NHNG LI THE SO SANH VA CANH TRANH
NHNG LI THE CANH TRANH
Li the cua DN co c tren c s cac nguon lc/quy trnh / cac tai san ma oi thu khong the bat chc
VD. Uy tn nhan hieu, van hoa DN, nang lc oi nguMarketing, nang lc sang tao mau ma
NHNG LI THE SO SANH
Nhng li the da tren cac nguon lc / quy trnh / tai
san co the bat chc thay the ve hnh thc hoac tacong cua no
VD: gia L VN re, nguon hai san cua VN nhieu
Kha nang bat chc
Tnhduynhat
Cao
Thap
Thap Cao
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NANG LC VA KHA NANG THC HIENNang lc cot loi
Viec ket hp cac tai san cua cong ty rat quan trong nham xac nh kha nange cong ty ton tai va phat trien
Nguon lc hu hnh
Tai san hu hnh
Tai san con ngi
Nguon lc vo hnh
Nhan hieu
S noi tieng cua cong tyB quyet cong nghe
HOAT ONG (SX/Kinh doanh)
San pham & Dch vu
TAI SAN MI = Ket qua chuyen oi nguon lc
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NANG LC COT LOILa nhng g ma mot cong ty co kha nang lam rat tot. Nhngnang lc nay co the hoac khong trung khp vi nhng nang lcquan trongLa nhng nang lc ma cong ty co the thc hien tot hn nhngnang lc khac trong noi bo cong ty; mang tnh trung tam oi vi
kha nang canh tranh cua cong ty
NANG LC AC BIET
Nang lc ma cong ty co the thc hien tot hn oi thu
Nhng nang lc can thiet e cung cap cho khach hang nhnggia tr mong i trong phan khuc th trng la chon, vi mcchi ph thap
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MO HNH LI THE CANH TRANH ONION
Bao gom nhng li the canhtranh vt troi mot cach rorang so vi cac oi thu chnh
Bao gom nhng bat li mangtnh canh tranh quan trong so
vi cac oi thu chnhNhng li the canh tranh khob oi thu bat chc c nhv tam cua mo hnh Oniontot
Nhng bat li ve canh tranhquan trong kho b loai bo cnh v tam cua mo hnhOnion kem
Nhan hieuva s noi
tieng
Ky nang
S linh hoat
Phan phoi
ap ng
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Khi cc sn phm ch lc l nc tng v m gi bo ha, tc tngtrng chm li, c th nc tng chim n 80% th phn, cn m gichim v tr th hai nhng lun b hai i th hng u l Thc phm Chu v Acecook km st nn Masan tm hng tng trng ngnhhng c ph. Li th ca Masan l mua c nhn hiu c ph ha tan dnu ti Vit Nam Vinacaf vi hn 50% th phn. Bn cnh , mng liphn phi c ph 3 trong 1 ca Vinacafe sau khi hp nht vi ngnh hngtiu dng ca Masan tng t 32 nh phn phi v 93 i l ln 180 nh
phn phi v n 176.000 im bn hng
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Theo Kinh , vi th mnh v h thng phn phi, kinh nghimmarketing, xy dng thng hiu v h thng qun tr chuynnghip v hin i ca Cng ty s gip nng cao doanh thu bn
hng v ci thin chi ph pht sinh trong nhm cng ty lin ktvi Vocarimex
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Phng php kim ton ni b
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Cc ch s lun chuyn:
a ra nhng o lng v nng lc ca doanh nghip trong vicp ng nhng ngha v ti chnh ngn hn:
- Kh nng thanh ton tm thi
- Kh nng thanh ton nhanh
Cc ch s n by: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:- Ch s n trn ton b ti sn
- Ch s n trn vn c phn thng- Ch s n di hn trn vn c phn thng
- Ch s v kh nng thanh ton li vay
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Cc ch s hot ng:Phn nh hiu qu s dng cc ngun lc ca doanh nghip
- Ch s v vng quay tn kho- Ch s v vng quay ton b vn- Ch s vng quay vn c nh- K thu tin bnh qun
Cc ch s li nhun, doanh li:a ra nhng thng tin biu th hiu qu chung v qun l, chothy li nhun do kinh doanh bn hng v do u t
- Li nhun bin t gp-
Li nhun bin t hot ng- Doanh li ca ton b vn (ROA)- Doanh li ca vn c phn thng (ROE)- Li nhun cho mt c phn
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Cc ch s tng trng:
Cho thy kh nng duy tr v tr kinh t ca doanh nghiptrong mc tng trng ca nnkinh tv cangnh.- T l tng trng vdoanh thu
- Ti l tng trng v li nhun
- T l tng trng v li nhun c phnhng nm
- T l tng trng tinli c phn
- Ch sgi trn li nhun c phn
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MA TRAN ANH GIA CAC YEU TO BEN TRONG(IFE)
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- Tom tat, anh gia mc oanh hng cua cac yeu toben trong en cong ty
- Thng s dung Phngphap chuyen gia
Lap danh muc cac yeu to bentrong quan trong
Xac nh mc quan trongcua tng yeu to
Gan he so cho tng yeu to
Tnh iem moi yeu to
Cong iem cac yeu to trendanh muc
Huynh Thi Minh Chau - QL Chien Luoc
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Cac yeu to ben trong
quan trong
Trong so iem iem cotrong so
Chat lng san pham 0.10 2 0.20
Uy tn nhan hieu 0.10 4 0.40
Nang lc san xuat 0.10 1 0.10
Ky nang cong nghe 0.05 3 0.15He thong phan phoi 0.05 4 0.20
Nang lc phat trien SP 0.05 4 0.20
Nguon lc tai chnh 0.10 3 0.30
Chi ph SX 0.30 2 0.60
Kha nang phuc vu KH 0.15 3 0.45
Tong 1.00 2.60
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MA TRAN HNH ANH CANH TRANH
Xac nh cac oi thu khacnhau trong nganh phan ng
vi moi yeu to moi trngtot en mc nao
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Lap danh muc cac yeu tochien lc quan trong
Xac nh mc o quan trongcua tng yeu to
iem anh gia cong ty
Tnh iem co trong so moiyeu to
Cong iem co trong so cacyeu to
10 yu tcnh hng quantrngn khnngcnh
tranh ca cc DN trongngnh
0.0 Khng quan trng1.0 Rt quan trng
Mc nh hng ca tng
yu tn khnngcnhtranh ca DN trong ngnh
1 Phnng yu4 Phnng tt
Mc phnng ca DNivi tng yu t
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Yeu to Trongso
Cong ty A Cong ty B
iem iem cotrong so iem iem cotrong so
Th phan 0.2 3 0.6 2 0.4
Kha nang canh
tranh gia
0.2 1 0.2 4 0.8
V tr tai chnh 0.4 2 0.8 1 0.4
Chat lng SP 0.1 4 0.4 3 0.3
Long trungthanh cuakhach hang
0.1 3 0.3 3 0.3
Tong so iemquan trong
1.0 2.3 2.2
40
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