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Chng 1

Tng quan v hot ng kinh doanh

quc t v cc cng ty a quc gia

Mc tiu hc tp ca Chng 1

Nm vng nhng khi nim c bn v ton cu ho v

yu t ch yu thc y ton cu ha

Nm vng cc dng hot ng KDQT v nhng

hng/m thc trao i thng mi hng ho v d

u t nc ngoi gia cc quc gia trn th gii

Nhn thc c tm quan trng ca cc cng ty a qu

(MNEs), cc yu t thc y mt cng ty tham gia ho

KDQT, v nhng thch thc m MNEs phi i

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I. Ton cu ho

1) Khi nim v ton cu ha (Globalization)

Ton cu ha l xu hng hi nhp v ph thuc ln

nhau nhiu hn ca h thng kinh t ton cu.

Ton cu ha th trng

S hp nht nhng th trng quc gia ring r v cch

bit thnh mt th trng ton cu khng l

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Ton cu ha v sn xut

- Khuynh hng trong cc doanh nghip khai

ngun sn phm v dch v t nhng vng khc

trn th gii tm li th ca cc quc gia khc

v chi ph v cht lng cc yu t sn xut

ng, nng lng, t ai v vn).

- Cc cng ty c th c cu gi thnh thp h

thin c cht lng hoc cng nng ca s

cho php h cnh tranh c hiu qu hn v

th.

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Ton cu ha v sn xut


30% gi tr my bay Boeing 777 c sn xut t

sn xut nc ngoi nh Nht, Singapore, ; t

tng ln l 65% i vi my bay Boeing 787.

My laptop ThinkPad X31 ca IBM c thit k

khung my, bn phm, v chut my tnh

ti Thi Lan; mn hnh v b nh c sn xu

Quc; card mng khng dy c sn xut ti

laptop c lp rp ti Mexico.

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Cc nh qun tr phi lm quen vi th trng quc t, vi

nhng nn vn ha v nhng phong tc tp qun khc nhau.

l bi v chng ta ang hot ng trong mt mi trng

mt th gii, mt th trng. Chng ta s phi cnh tranh vi

nhng i th mnh nht trn th gii

Trch li Ph Tng G iu hnh cng ty Texas Instruments

Vo nhng nm 2000 c hai nhm nhng nh qun tr, mt

l nhng nh qun tr c nhn thc ton cu v cn li l

nhng nh qun tr b tht nghip

William Simon, nguyn B trng B Ngn Kh Hoa K

7 tranngocanhkhoa.com

2) Cc yu t thc y s ton cu ho

Tin b vt bc trong cng ngh lm tng nng

Tin b vt bc trong cng ngh vi x l, vi

v internet

Gim thiu chi ph vn ti

Gim cc ro cn thng mi v u t

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T sut thu quan trung bnh (tariff rates) v rng buc thu quan (tariff bindings) cc nc pht trin v ang pht trin

Cc nc pht trin Cc nc ang pht trin

1982 1995 2005 1982 1995 2005

T sut thu quan trung bnh(%) (1) 13,0 6,3 3,5 33,1 16,6 10,6

% dng thu quan b rng buc sau vng m phn Uruguay (2)

99

73

Ngun: (1) Trends in Average Applied Tariff Rates in Developing and Industrial Countries,

1981-2006 in World Bank Database (2006).

(2) Ly t http://www.wto.org/english/thewto_e/whatis_e/tif_e/agrm2_e.htm

V u t, s lng cc hip c u t tng nhanh; t

181 hip c trong nhng nm 1980 tng ln 2.265

trong nm 2003.


T sut th quan trung bnh ca hng ha(ngun: WTO, 2009)

1913 1950 1990 2008

France

21%

18%

5.9%

3.9%

Germany 20 26 5.9 3.9 3.9

Italy 18 25 5.9 3.9 3.9

Japan 30 5.3 2.3 3.9

Holland 5 11 5.9 3.9 3.9

Sweden 20 9 4.4 3.9 3.9

Great Britain

23

5.9

3.9

3.9

United States

44

14

4.8

3.2

3.9

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II. Hot ng kinh doanh quc t

1) Khi nim v kinh doanh quc t (KDQT)

Kinh doanh quc t l nhng hot ng kinh doanh c

thc hin ngoi lnh th quc gia nhm tha mn nhu

cu ca cc c nhn, cc cng ty, v cc t chc.

N lin quan n s dch chuyn hng ha, dch v, vn,

lao ng, chuyn giao cng ngh, v qun l qua bin

gii cc quc gia.


2) Cc dng hot ng kinh doanh qu

KD nh(Franchising)

Cp php(Licensing)

n

Xut nhp khu

Hp ng qun l

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3) Nhng nt chnh v cc hot ng KDQT

a) Hot ng xut nhp khu hng ha v dch v

Xut khu: l hng ha v dch v c sn xut mt

cng ty trong mt t nc v c a sang nc khc

Nhp khu: l hng ha v dch v c sn xut mt

nc v c mua vo mt nc khc


K t nm 1950 thng mi quc t tng

trng nhanh hn gi tr tng sn lng

th gii.

Tng gi tr thng mi hng ha nm

tng gp 26 ln nm 1970

Xut khu hng ha th gii tng trng

hng nm

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Tng trng gi tr thng mi quc t v GDP, 2005-2013 (annual % change)

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Gi tr hng ha xut khu, 1990-2013

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Giao thng hng ha gia cc khu vc, 2000-2008

17

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T l gi tr giao thng cc sn phm khc nhau gia cc khi th

Nm DEVi-DEVj LDCi-DEVj DEVi-LDCj LDC

Diff.

Reference priced

Homo.

Diff.

Reference priced

Homo.

Diff.

Reference priced

Homo.

Diff.

Referenc

1965

52

30

17

62

24

13

11

21

68

24

1970

57

29

14

63

25

11

13

21

65

27

1975

58

28

14

61

27

12

15

15

70

24

1980

59

27

14

66

24

10

16

13

71

25

1985

60

25

15

67

23

11

21

15

64

28

1990

68

23

9

66

25

10

41

19

40

43

1995

69

22

9

71

21

8

59

19

22

56

2000

71

21

8

74

19

7

65

17

18

57

Ch : i l nc nhp khu; j l nc xut khu;

diff l cc sn phm phn bit; refp l cc sn phm c gi tham kho; homogin n

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b) u t trc tip nc ngoi (FDI)

L dng tin u t vo nc khc.

19

Gi tr FDI ton cu, trung bnh 2005-2007, v 2007

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Gi tr tip nhn FDI , theo vng, 2008-2012


Gi tr FDI i u t, theo vng, 2008-

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Phn b FDI theo vng, 1978-2005 (%)


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Top 20 quc gia nhn u t nhiu nht2012) (source: UNCTAD, 2013)

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Top 20 quc gia i u t nhiu nht, (2011-12) (source: UNCTAD, 2013)

25

Gi tr cc thng v mua bn & st nhp vn FDI mi Value (2003-12)

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T l tip nhn FDI ca 3 khu vc chnh 1990-2008


Tm quan trng ca FDI trong ngun vn c

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Cc ngnh nhn nhiu FDI nht _

Xng du (Shell, BP, Exon...)

t (Toyota, Ford)

Vin thng (Vodafone, France Telecom, Nokia)

in/in t (Siemens, IBM)

Thc phm v nc gii kht (Nestle, McDonalds,

CocaCola)

Dc phm (Pfizer, Roche, Novartis)

Bn l (Wal-Mart, Carrefour, Metro)

Ha cht (BASF, Dow)


III. Cc cng ty a quc gia

1) nh ngha:

L 1 cng ty tham gia vo hot ng u t n

hu v kim sot cc hot ng gia tng gi tr

nc khc nhau (Dunning v Lundan, 2008).

Cty quc t (International companies):

Ch c hot ng XNK, khng c u t

Cty a quc gia (Multinational conpanies

Hot ng XNK v u t nc ngoi; iu ch

dch v cho hp vi th trng nc ngoi (Unilever,

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Cty ton cu (Global companies):

Cty m ra chin lc kinh doanh ton cu; cc chi

nhnh s dng chung hnh nh, nhn hiu tt c cc th

trng (Exxon, BP,..)

Cty xuyn quc gia (Transnational companies):

c c quan chc nng trung ng, nhng giao quyn

quyt nh R&D, marketing cho tng chi nhnh nc

ngoi


2) Tm quan trng ca MNEs trong nn kinh t ton

Mt s hot ng ca cc MNEs t 1982 (Ngun s liu: World Investment Report 2008)

T USD

1982 1990 2006 2007

Lung vn FDI vo 58 207 1 .411 1 .979

Tng vn FDI s dng 789 1.941 12.470 15.660

Tng doanh thu 2 .741 6 .126 25.844 31 764

Xut khu 688 1 .523 4.950 5 .775

Lao ng (triu) 21.5 25.1 70.0 80.4

GDP ton th gii 12.083 22.163 48.925 55.114

Tng XK ton th gii 2.395 4 .417 14.848 17 138

Ph nhng quyn v license 9 29 142 164

Nm 2007 c khong 80.000 MNEs vi khong 880.000 chi nhnh trn ton th

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Top cc nn kinh t v cc MNEs ln nht th gii 2009 (ngun worldbank 2009)

33

Kh nng sinh li v li nhun ca TNCs,

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3) ng c tham gia hot ng KDQT ca cc MNEs

Chim lnh cc th trng c quy m ln v ang tng

trng trn th gii

Nng cao hiu qu kinh doanh do tng quy m

S dng cc yu t sn xut c gi r

Tit gim chi ph v tip cn th trng

Phn tn ri ro

Trnh cc ro cn thu quan


Nng cao nng lc qun tr i ph vi cnh tranh qu

Trnh ri ro r r b quyt cng ngh

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4) Nhng thch thc i vi hot ng KDQT

S phn tn ca th

trng quc t

S thay i ca th

trng quc t


S phn tn ca th trng th gi S phn tn v kinh t: thu nhp u ng

n $40,000

S phn tn v khu vc: Bc M chim 5-

th gii, 30% GDP; Chu chim 60% dn s

25% GDP ton cu.

S phn tn v vn ha v ngn ng: 10.000

nhm vn ha ca hn 200 quc gia

S khc nhau v mc pht trin

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S thay i ca th trng th gii _

S thay i v chnh tr: cc quc gia tm kim s n

nh v chnh tr; tuy nhin bu c, s thay i th ch

hoc lnh o c th gy ra s bt n v chnh tr

S thay i v kinh t: s tng trng kinh t, lm pht,

tht nghip, dao ng gi tr ng tin

S thay i v vn ha: mu thun v tn gio v sc tc

to nn mt mi trng bt n v chnh tr v kinh t.

S thay i v ti chnh: thc hin hot ng kinh doanh

trn th trng th gitraincngochanhnkho1a8.c0omn v tin t 39

Phn 2

Thng mi quc t v u t qu

Chng 2

L thuyt thng mi quc t

v s hp nht kinh t

Mc tiu hc tp

Nm vng ni dung tng hc thuyt v thng m

nh gi nhng im mnh v nhng im yu c

thuyt, trn c s s dng cc hc thuyt

lung/m thc trao i thng mi gia cc n

Nm vng cc ro cn thng mi quc t v s

ca cc th ch nhm xo b cc ro cn .

Nm c cc hnh thc hp nht kinh t v vai tr c

trong vic thc y thng mi quc t.

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A) Cc l thuyt v thng mi quc t

Cu hi nghin cu:

Thng mi c lm tng li ch ca cc quc gia hay khng?

Yu t no lm tng li th cnh tranh ca mt quc gia v

thc y giao thng thng mi ca n vi cc quc gia khc?

1) Trng phi trng thng (Mercantilism)

Xut hin vo gia th k 16 Anh

Vng v bc l tin t s giu c ca mt quc gia c nh

gi thng qua tr lng vng v bc ca quc gia .


Cc quc gia mun tng s thnh vng v quy

phi duy tr thng d thng mi (XK > NK)

Nh nc cn s dng cc hnh thc tr cp

XK v s dng thu quan v hn mc hn ch

2 sai lm ca trng phi trng thng

Khng c 1 quc gia no c th duy tr thng d

mi vnh vin (David Hume, 1752)

Trng phi ny cho rng li ch thng m

nc l s thit hi ca cc nc khc (zero-

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2) Trng phi c in

Gi thit:

C 2 SP v 2 quc gia, nhng ch c 1 yu t sn xut l lao ng.

Lc lng lao ng mi nc l bng nhau v c nh

Lao ng ch c th di chuyn gia cc ngnh trong 1 nc

Trao i hng ha theo phng thc hng i hng

Khng c chi ph vn chuyn

C s khc bit v nng sut lao ng gia 2 quc gia

Hm sn xut 2 nc c sut sinh li khng i theo quy m

Cnh tranh hon ho, khng c s can thip ca nh nc

S thch v th hiu gintrgannnghocaaunhkvhoat.choumn nht 45

a) Li th tuyt i (Adam Smith, 1776)

Mt quc gia c li th tuyt i trn 1 SP ngh

sn xut ra sn phm mt cch hiu qu h

quc gia khc

Cc quc gia nn chuyn mn ho sn xut nh

sn phm m mnh c li th tuyt i v trao

chng vi nhng sn phm m nc khc c l

Tt c cc nc u t c li ch thng m

(postive sum game)

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Li th tuyt i v li ch thng mi

Tng gi lao dng = 100 Anh Php

Vi Ru vang Vi Ru vang

S gi lao ng sx 1 n v SP 5 20 20 5

SX & tiu dng khng c thng mi 10 2.5 2.5 10

Sn xut vi s chuyn mn ha 20 0 0 20

Tiu dng sau khi Anh trao i 5 n

v vi vi 5 n v ru ca Php

15

5

5

15

Li ch thng mi khi c s chuyn

mn ha v trao i thng mi

+5

+2.5

+2.5

+5


b) Li th tng i/so snh (David Ricardo,

Khi nc A c li th tuyt i c 2 SP so v

th c 2 nc vn t c li ch thng mi n

nc A chuyn mn ha vo vic sn xut SP m

sn xut c hiu qu hn v trao i vi SP m n

xut km hiu qu hn do nc B sn xut.

Xem li khi nim chi ph c hi

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Li th tng i v li ch thng mi

Tng gi lao ng = 100 Anh Php

Vi Ru whiskey

Vi Ru whiskey

S gi lao ng sx 1 n v SP 10 13.33 40 20

SX & tiu dng khng c thng mi 5 3.75 1.25 2.5

Chi ph c hi 0.75 1.33 2 0.5

Sn xut vi s chuyn mn ha 7.5 1.87 0 5

Tiu dng sau khi Anh trao i 2

n v vi vi 2 n v ru vi Php

5.5

3.87

2

3

Li ch thng mi khi c s chuyn

mn ha v trao i thng mi

+0.5

+0.12

+0.75

+0.5


Nhng hn ch ca trng phi c i M hnh n gin: 2 nc v 2 sn phm

Khng cp n chi ph vn chuyn gia cc

Khng cp n s khc nhau v gi c cc ngu

lc gia cc nc v t gi hi oi

Gi nh rng cc ngun lc dch chuyn mt cch

do t ngnh ny sang ngnh khc trong mt qu

Gi nh sut sinh li khng i theo quy m

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L thuyt gi nh ngun lc ca mi nc l c nh

v t do ho thng mi khng lm tng hiu qu s

dng cc ngun lc.

L thuyt khng cp n nh hng ca thng mi

ln s phn phi thu nhp trong mt quc gia


3) Trng phi tn c in (Heckscher-Ohlin) Khc vi trng phi c in nhng gi thuy

C 2 yu t sn xut: lao ng v vn (s lng c

Khng c s khc bit v nng sut/cng

gia 2 nc; nhng c s khc bit trong vi

ng cc yu t sn xut

Li th so snh gia cc quc gia c th c gi

thng qua s khc nhau v kh nng cung cp cc y

sn xut (t ai, vn, lao ng, ..) ca cc qu

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Cc yu t sn xut d tha s c chi ph r

Cc quc gia s xut khu cc SP thm dng cc yu t

sn xut d tha v nhp khu nhng SP thm dng

cc yu t sx khan him

L thuyt ny c a chung hn v gi thuyt thc t

hn l thuyt li th tng i; tuy nhin kh nng

gii thch trao i thng mi quc t ca hc thuyt

H-O th km hn


Nghch l Leontief , 1953: (Noble winner,

SP xut khu ca M t thm dng v vn hn SP nh

ca M

L do:

S khc bit v cng ngh vn ng vai tr quan tr

vic gii thch thng mi quc t

Nu tnh n yu t cng ngh, l thuyt H-O c nng l

thch tt hn.

4) L thuyt chu k sng sn phm (Vernon,

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5) L thuyt thng mi mi (Krugman, MIT)

Xut hin vo thp nin 1970, l thuyt ny nhn mnh

vo li th do tng quy m do c th tit gim chi ph c

nh trung bnh trn 1 SP

ng vo cc ngnh phn mm vi tnh, t, my bay, ...

2 li ch ca li th do tng quy m:

Tng s a dng v chng loi sn phm

Tit gim chi ph


Li th xm nhp th trng sm

to li th do quy m cn c s may mn, kh

doanh, s ci tin khng ngng, v s h tr ca nh

ngha ca l thuyt li th do tng quy m:

Gii thch trao i thng mi gia cc nc pht

(khng c s khc bit v cng ngh v cc yu t

Gii thch s thng tr ca mt s t MNEs trong m

ngnh cng nghip (ho cht, cng nghip nng, i

dng, phn mm, ..)

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6) Li th cnh tranh quc gia: M hnh kim cng ca Porter

S cung ng cc yu t sn xut

Cc yu t sx c bn: ti nguyn thin nhin, kh hu,

v tr , dn s.

Cc yu t sx tin tin: h tng thng tin, lao ng c

trnh , phng tin nghin cu, hiu bit cng ngh

Cc iu kin v nhu cu

Cc ngnh cng nghip h tr c lin quan

Chin lc cng ty, cu trc th trng, v i th cnh

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Thng mi c thc y tng trng ccgia hay khng?

Sachs v Warner o lng s tc ng ca th

(ch s m ca thng mi ) ln tng trng kinh t

100 quc gia trong giai don 1970-1990

i vi nhm nc pht trin, nhng nn kinh t

tng trng 2.29%, nhng nn kinh t ng 0.74%

i vi nhm nc ang pht trin, nhng nn kinh

m tng trng 4.49%, nhng nn kinh t ng

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Wacziarg v Welch m rng dy s liu ca Sachs v

Warner t 1950-1998, cho thy cc quc gia t do ha

thng mi c tc tng trng trung bnh l 1.5%

so vi thi k cha t do ha.

Frankel v Romer o lng tc ng ca thng mi

(gi tr TM/GDP) ln thu nhp u ngi, v cho thy

1% tng ln ca t trng thng mi trong GDP lm

tng mc thu nhp l 0.5%


B) Cc loi ro cn thng mi

1) Ti sao cc quc gia lp ra cc ro cn th

An ninh quc gia (cc ngnh lin quan n qu

hng khng, in t cao cp, cht bn dn,..)

Bo v cng vic lm v cc ngnh cng nghip

nc (thu quan nh ln thp nhp khu M

2002; hoc thu nng sn Chu u)

Bo v ngi tiu dng (chng li cc SP c ch

trng hoc c can thip bng cng ngh sinh

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Khuyn khch sn xut trong nc thay th nhp khu

nhm trnh s l thuc nc ngoi v gim p lc ln BOP

Khuyn khch xut khu v u t nc ngoi

Bo v cc ngnh cng nghip non tr trong nc

Thc hin cc chnh sch thng mi chin lc

Phng chng bn ph gi hoc tr a

T chi thng mi vi cc nc c vn v nhn quyn


2) Cc ro cn thng mi

Thu quan (tariffs)

Thu c nh trn n v SP (specific tariffs) ho

phn trm trn gi tr SP (ad valorem tariffs)

Tc ng ca thu quan ln cc thnh phn kinh

Nh nc: tng thu ngn sch

Nh sn xut: tng li ch, c bo h km

Ngi tiu dng: thit hi do tng gi (Nht, 1989,

thu quan trn thc phm, m phm, ho ch

chi ph tiu dng $890/nm; 2002, thu quan nh

thp M 8-30% lmtranntgoncagnhgkhioa.ctohmp ln 30-50

Tr cp (subsidy)

Tr cp ca chnh ph cho cc doanh nghip nhm h

tr doanh nghip tng tnh cnh tranh, m rng XK

Di dng chi ph nghin cu, tn dng r, hon thu,

gp vn ca nh nc

Trong nng nghip: nm 2002, EU tr cp nng

nghip 43 t USD/nm, M 180 t USD/10 nm.

Trong ngnh hng khng M tr cp nghin cu R&D

cho Boeing thng qua nghin cu qun s; EU tr cp

cho Airbus thng qua tn dng r


Tc hi:

Sn xut km hiu qu

Sn xut d tha cc nng sn c tr cp

Lm gim giao thng thng mi cc sn ph

nghip. Nu cc nc pht trin b tr cp cho

nghip th trao i thng mi cc SP nng nghi

tng ln 50%, li ch tng thm 160 t USD.

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Hn mc thng mi (quota) v gii hn xut

khu t nguyn (voluntary export restraint - VER)

Hn mc TM: quy nh s lng SP nhp khu vo 1 nc

Hn mc thu quan (tariff rate quota)

Hn mc xut khu t nguyn : l hn mc thng mi

do nc XK a ra theo yu cu ca chnh quyn nc nhp

khu (1981, Nht a ra mc VER xe hi vo th trng M

l 1,68 triu chic trnh b nh thu hoc quota)

Yu cu v hm lng ni a (Buy America Act)


Cc tr ngi v th tc hnh chnh, tiu

chun k thut, an ton sc khe

Chnh sch chng bn ph gi (anti-

dumping policy)

Bn ph gi: gi bn th trng nc ngoi th

chi ph sn xut, hoc thp hn gi bn trong

Thu chng bn ph gi rt cao

Mang nng tnh th nghch hoc l tr a

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Chng 2 (tt)

L thuyt thng mi quc t

v s hp nht kinh t

C) Hp nht kinh t v cc th ch thng m

1) Khi nim v hp nht kinh t (HNKT)

L s tha thun chung gia cc quc gia nhm xo b

ro cn thng mi, to iu kin cho hng ho, d

cc yu t sn xut dch chuyn t do gia cc n

a) Li ch ca HNKT

Xa b cc ro cn TM, to nn nhng th trng r

Chuyn mn ha, tn dng c li th do tng quy

To thun li cho chuyn giao CN, marketing, v qu

Tng cng hp tc chnh tr gia cc nc lng

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b) Bt cp ca hp nht kinh t

nh hng khc nhau n cc nhm li ch

Gim i quyn t quyt ca cc quc gia

Gia tng thng mi v phn tn thng mi

2) Cc mc hp nht kinh t

Khu vc mu dch t do (Free Trade Area- FTA)

Cc ro cn thu quan v phi thu quan gia cc nc

trong khu vc u b xa b

Duy tr ro cn thu quan khc nhau i vi cc nc

ngoi khu vc tranngocanhkhoa.com 69

Vd: AFTA, EFTA, NAFTA, MERCOSUR

AFTA (1992, 6 thnh vin Brunei, Indonesia, Malaysia,

Philippines, Singapore , v Thailand; 1995, Vietnam;

Laos v Myanmar; 1999, Cambodia)

Th trng 500 triu dn vi tng GDP l 740 t

Gim thiu thiu thu quan xung di 5% v 2003 v 0%

2010 i vi cc nc gia nhp u tin

Cc thnh vin mi gim di 5% trong 10 nm,

Hi ha cc tiu chun k thut v thu ht FDI

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NAFTA (1989, vi M v Canada; 1993, Mexico)

Th trng c 444 triu dn vi tng GDP 17 ngn t USD

Bi b thu quan ca 90% hng ho

Tho d ro cn i vi dch v v u t

Thc thi lut s hu tr tu

1993-2004, TM ca NAFTA tng 250%, Canada 70%,

Mexico 66-80%

Nng sut lao ng Mexico tng 50%

FTAA, 2005, 34 nc vi gn 900 triu dn?


EFTA

c thnh lp vo 1960 bi 7 nc o, an M

B o Nha, Thy in, Thy s, v Anh.

Phn Lan gia nhp (1961), Iceland (1970), Liechtenstein

Hin nay, EFTA ch cn Na Uy, Iceland , Thy s,

Liechtenstein (cc quc gia cn li gia nhp vo EC v

Th trng c 13 triu dn, GDP (PPP) 568 t USD, thu

u ngi (PPP) l 44.828 USD (s liu 2007)

EFTA ch ch trng vo cc SP cng nghip

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Lin hip thu quan (Custom Union)

Ging nh cc iu kin ca FTA nhng p dng

chnh sch thng mi chung i vi cc nc khng

phi l thnh vin (vd: Andean Pact)

Th trng chung ( Common Market)

Ging nh cc iu kin ca lin hip thu quan, thm

m bo s vn ng t do ca cc yu t sn xut

gia cc nc thnh vin.

Vd: EC v MERCOSUR


Lin hip kinh t (Economic Union)

Ging nh cc iu kin ca th trng chung, cng

Thng nht v chnh sch tin t v chnh sch ti

C 1 ng tin chung (hoc 1 t gi c nh)

Ho hp cc sut thu gia cc nc thnh vin

Vd: Lin hip kinh t Chu u- EU

Tin thn l Cng ng thp v than Chu u, 1951,

Php, Ty c, , Luxembourg, v H Lan

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1957, tr thnh EC v 1994 , EC tr thnh EU

EU c 27 thnh vin, 500 triu dn, GDP 16 ngn t USD

(09)

Lut Mt Chu u (The Single European Act), 1992

Xa b bin gii gia cc quc gia thnh vin

Thit lp h thng nhn bit tiu chun SP ca nhau; mt tiu

chun c to ra bi 1 nc phi c cc nc khc chp

nhn (Cassis-de-Dijon, Crme de casis, 190 vo c)

Khuyn khch cnh tranh trong cc dch vu ngn hng v bo

him tranngocanhkhoa.com 75

Tho r cn tr TM do t gi hi oi vo 1992

ng tin chung Chu u, EURO

1992, Hip c Maastrict quy nh cc nc thu

s s dng ng tin chung (euro) vo 1999

C 12 nc tham gia to nn khu vc tin t l

sau M

Li ch ca ng tin chung Chu u

Gim chi ph giao dch (45 t USD mi nm)

Tng nng lc cnh tranh thng qua cht lng s

tranngocanhkhoa.com

Tng tnh thanh khon ca th trng vn Chu u, gim

chi ph vn v nng cao hiu qu u t

Kt qu:

1999, t gi ng euro = 1.33 USD

2000, t gi ng euro = 0.83 USD

2005-2010, t gi ng euro = 1.33 USD

Lin hip chnh tr (Political Union)

C 1 b my chnh tr chung thng nht cc chnh

sch kinh t, x hi, v ngoi giao (M v EU)


3) T chc thng mi th gii (WTO)

3.1) GATT, 1948-1994

Da trn s tha thun a phng nhm gim cc

cn thu quan v phi thu quan

C ch kim sot ln nhau

Qua 7 vng m phn, thu quan gim xung r

TMQT tng trng trung bnh 6-7%/nm; thu

th gii tng trng 5%

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Xu hng bo h 1980-1993 (XK vt tri ca Nht

trong ngnh t v cht bn dn; v thm tht cn

cn thanh ton ca M vo 1992; VER)

Vng m phn Uruguay, 1983-1993

Thu quan hng cng nghip gim hn 1/3

Thu quan trung bnh hng CN cc nc pht trin

di 4%

Tr cp trong nng nghip gim ng k

T do ho dch v c a vo m phn


Tho lun v quyn s hu tr tu, bn quyn, b

sng ch

Gim thiu thu quan hng dt may trong 10 nm,

Thnh lp WTO vo 1/1/1995

3.2) T chc thng mi th gii, WTO

Nguyn tc hot ng

Nguyn tc ti hu quc (MNF): gia cc quc gia thnh

u i quc gia (National Treatment): hng trong n

nc ngoi

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C ch gii quyt tranh chp trong WTO o C ch gii quyt tranh chp trong khun kh WTO c tm

quan trng quyt nh cho s thnh cng ca h thng thng

mi a phng.

m bo h thng nhng lut l, rng buc, v cam kt ca

WTO c thc thi mt cch trit .

Lm cho h thng thng mi an ton hn v d d bo hn.

o Tranh chp xy ra khi 1 thnh vin ca WTO vi phm nhng

tha thun, cam kt trong WTO, hoc s dng nhng chnh

sch thng mi (ro cn phi thu quan, tr gi, hoc cn tr

v hnh chnh).


Tranh chp thng mi gia cc thnh vin trong WTO

th l v gii quyt bi Hi ng Gii Quyt Tranh Chp

(Dispute Settlement Body- DSB), bao gm tt c cc thnh

vin ca WTO.

GATT: phn x ca DSB c thc hin nu khng vp ph

s phn i no.

WTO: phn x ca DSB s c t ng thc hin; n ch

nh ch khi c 1 s phn i c s ng thun ca tt c

thnh vin ca WTO.

o Quan im gii qyt tranh chp ca DSB khuyn khch s

thng lng v t dn xp.

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Quy trnh gii quyt tranh chp

1. T thng lng, nh trung gian dn xp (60 ngy)

2. DSB s thit lp t gii quyt tranh chp (45 ngy)

3. T gii quyt tranh chp s iu tra v a ra kt lun v cc

phn x cho cc bn tranh chp (6 thng)

4. T gii quyt tranh chp s gi bo co iu tra vi nhng kt

lun v hnh thc phn x cho tt c cc thnh vin ca WTO (3

tun).

5. Bo co iu tra s c gi cho DSB v cc phn x s c

thc thi nu khng b s phn i vi s ng thun ca tt c

cc thnh vin WTO.


6. Cc bn c quyn chng n. Khiu ni chng n s c

xt bi y ban Th L Chng n trong 60 ngy (ti a l

ngy)

7. DSB s ra quyt nh chp nhn hoc t chi cc kin ngh

ca y ban Th L Chng n trong vng 30 ngy.

o Nc vi phm phi sa i chnh sch thng mi ca mnh

theo nhng yu cu ca DSB.

o Mc n b cho nhng thit hi v li ch thng m

th tha thun gia 2 bn. Nu khng tha thun c

DBS s ra quyt nh v mc n b.

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Thnh tu ca WTO

Tip tc gim thiu thu quan cc mt hng cng

nghip cc nc ang pht trin

T do ho c th trng dch v (68 nc, 90%

doanh thu, m ca th trng vin thng; 102 nc,

95% doanh thu, t do ho th trng ti chnh)

Thc thi bc u v quyn s hu tr tu (TRIPS)


Nhng vn cn gii quyt tip theo

Xit cht vic s dng lut chng bn ph gi

Bo h trong ngnh nng nghip

Thu quan: Canada, 21,2%; EU, 15,9%; M, 10,3%;

Nht, 16,8% (2003)

Tr cp: trn chi ph, Canada, 17%; M 21%; EU,

Nht, 59%; OECD, 300 triu USD nm 2003

Thc thi quyn s hu tr tu

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Phn 2

Mi trng kinh doanh quc t

Mc tiu hc tp

Nhn bit c s a dng ca mi trng kinh doanh

t: mi trng kinh t, mi trng ti chnh, mi

php lut, v mi trng vn ha

Tc ng ca s thay i mi trng n hot

doanh quc t v vic hoch nh chin lc cho cc cng

a quc gia

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Chng 3: Mi trng kinh t

a) Mc tiu

Xc nh th trng tim nng

Quy m th trng

Sc mua th trng

Tng trng th trng

b) Cc ch tiu cn xem xt

GDP v GDP c iu chnh theo PPP


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tranngocanhkhoa.com

GDP danh ngha 2013

Source: IMF World Economic Outlook, April 2014

91

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GDP iu chnh theo ppp nm 2013

Source: IMF World Economic Outlook, April 2014

Mi nn kinh t ln nht th gii nm 2008

theo GDP danh ngha (triu USD)

Ngun: worldbank


Tng trng GDP thc , 2000-2008Ngun: trch t Economic Outlook in Asia and Emerging Countries ca Dr. Yeuh, s

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tranngocanhkhoa.com

Tng thu nhp quc dn trn u ngi nm 2012 Ngun: worldbank 05/2014

95

tranngocanhkhoa.com

GDP trn u ngi nm 2013 Ngun: IMF (c lng)

GDP trn u ngi (PPP) nm 2013 Ngun: IMF (c lng)


T l tng trng GDP trn u ngi, 1990Source:http://www.worldbank.org/depweb/english/beyond/beyondco/beg_04.pdf

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tranngocanhkhoa.com

T l tng trng GDP trn u ngi, 2009-2013 Source:http://www.worldbank.org/depweb/english/beyond/beyondco/beg_04.pdf

99

u tu cho tng trng th gii

(BRIC-Brazil, Russia, India, China)

Ngun: Principles of International Business, IBUS 201, Scott-Kennel

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Tc tng trng ca BRIC, 2005-2050 Ngun: Principles of International Business, IBUS 201, Scott-Kennel


Mt s liu v BRIC Ngun: Principles of International Business, IBUS 201, Scott-Kennel

BRIC chim 43% dn s th gii

2000-2005, BRIC ng gp 28% tng trng kinh t

T nm 2000, BRIC chim 8-11% GDP ton c

Nm 2005, BRIC chim 15% thng mi ton c

gp i so vi nm 2000

Nm 2005, BRIC gi 30% d tr vng v ngo

Nm 2005, BRIC chim 15% FDI ton cu

T nm 2003, th trng CK ca BRIC tng tr

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Xp hng th gii , BRICS (2005) China India Russia Brazil

Tng trng GDP ( %) 10.5 8.5 6.6 2.8

Rankings

GDP (PPP) 2 4 9 10

GDP 4 13 11 10

Dn s 1 2 9 6

Lc lng lao ng 1 2 6 5

Tiu dng du 2 5 5 9

Tiu dng in 2 5 4 9

Xut khu 3 29 13 22

Nhp khu 3 17 18 27

D tr vng v ngoi t 1 6 3 10

N nc ngoi 18 28 20 26

S ngi s dng Internet 2 4 12 11


BRIC Nhng nn kinh t ang chuy

Ci cch nhm gim bt rng buc/quy nh

Qun l gi v u ra

Can thip vo hot ng ca cc DN t nhn

Hn ch tham gia ca t nhn vo mt s ngnh (thp,

cht, vin thng, hng khng)

Ro cn i vi thng mi v u t nc ngoi

T nhn ha

Ci cch h thng php lut (lut s hu)

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Chng 4: Mi trng php lut

Lut quy nh cch thc cc giao dch kinh doanh c

thc hin v xc lp cc ngha v v quyn li ca cc bn

c lin quan

Lut chung (Common Law) Anh, M v thuc a c

c s dng v din gii theo truyn thng hay quy c

linh ng


Lut dn s (Civil Law) c, Php, Nht, Nga

c quy nh rt chi tit thng qua cc iu kho

lut.

Lut thn gio (Theocratic Law)- cc n

Lut thin v o c hn l lut kinh doanh, d

kinh Koran v Sunnah, chi phi ton b i s

Vd: nhn tin li l phm ti theo lut Hi gio

Lut hp ng (Contract Law)

Quy nh iu khon v cch thc thc thi H kinh

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cc nc s dng lut chung th hp ng thng c

ghi rt l chi tit

Xy ra tranh chp:

a ra to n c quy nh trong hp ng

United Nations Convention on Contracts for the

International Sale of Goods (CIGS) 70 nc (M)

The International Court of Arbitration of the

International Chamber of Commerce, Php


Quyn s hu (Property Rights): Quy

dng v c hng li tc trn ti sn m mnh s

Vi phm do c nhn: trm cp, tng tin, bo

Vi phm t pha nh nc: thu tng thm, thu

php, quc hu ho, tham nhng

T chc minh bch th gii: c khong 400 t

hi l hng nm; cc nc trong sch nht l Ph

v New Zealand; cc nc c tham nhng nhi

Indonesia, Nga, n , v Zimbabwe

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Xp loi cc nc tham nhng nm 2013

109

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Bng: Xp loi cc nc tham nhng 2013

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Xp loi cc nc tham nhng nm 2013

111

Chng tham nhng trong mi trng KDQT

M, 1970, Foreign Corrupt Practice Act

OECD, 1997, 30 quc gia, Convention on Combating

Bribery of Foreign Public Officials in International

Business Transactions

Bo h quyn s hu tr tu (bng pht minh

ch, bn quyn, thng hiu sn phm,..)

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2003, 40% cc bng a nhc c bn trn th gii l

gi, gy thit hi cho ngnh CN gii tr l 4,5 t USD

2003, 36% phn mm my tnh c s dng tri

php tn th gii, gy thit hi 29 t USD (ng u,

72%; Trung Quc , 92%)


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lliance

Cc nc vi phm quyn s hu trnhiu nht v t nht th gii nm 2010

Ngun; Business Software A organisation, 2010

T bo v mnh

World Intellectual Property Organization, 188 nc

Paris Convention for the Protection of Industrial

Property, 169 nc

TRIPS (WTO): bng pht minh, 20 nm; bn quyn,

50 nm


Chng 5: Mi trng vn ho

Vn ha: kin thc m con ngi s dng l

hin tng v hnh thnh hnh vi x hi

Tnh hc tp

Tnh chia s

Tnh chuyn tip

Tnh biu hin

Tnh iu chnh

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Nn vn ha khc nhau nh hng ln cch thc

hot ng kinh doanh

S nh hng v cc gi tr vn ha

nh hng

nh hng


Chc nng ca cc nh qun tr kinh doanh quc t T chc v kim sot; Qun l s thay i k thut; Khch l; a ra quyt nh; Tha thun

Thi i vi cng vic, tin bc, thi gian, gia nh, s thay i, tnh ri ro v tnh cng bng

Phong tc v truyn thng ca t nc Tn gio, ngn ng, gio duc

Nhng nh hng c th ca t nc H thng kinh t; H thng lut php Trnh k thut

Qung co x phng ca cng ty P &G Canada

Cc nc Rp:

- Khng c ly im t s n lc ring. Cng vic hon thnh

t kt qu ca nhm

- Cc quyt nh quan trong phi a ra trc tip vi i tc,

qua in thoi

Nga:

- Tng qu cho mt ngi no c ngha l bn mun lm i tc

doanh vi h.

- Kin nhn

- H thch lm vic trc tip

- H gi cc thng tin ti chnh c nhn mt cch b mt.

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Cc yu t vn ha

Ngn ng: phng tin truyn thng tin v tng

Ford: Feira=ngi n b xu x

Ford: Caliente t lng Mexico

GM: Chevrolet Nova (ngi sao trong ting Ty Ban Nha);

Nova (khng chy c)

Qung co bt git t tri sang phi Trung ng

American Motors: Matador = k git ngi Puerto Rico

Tn mt thng hiu du n ca M =du n ngu n ting

Ty Ban Nha tranngocanhkhoa.com 119

Tn gio v o gio: nh hng n cch

nim tin, gi tr, o c, thi quen

Qung co nc hoa cc nc hi gio

Tht bi ca cng ty in thoi Mountain Bell

nc Rp

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Thi quen v cch ng x

rp: cp di bt tay cp trn l xu

S ng gi

Ni chuyn cng vic khi chi gn cc nc phng

ty v Nht

Tng hoa hng cho th k M v c

Qung co cho nc cam (M v Php)

Phn cho em b Nht, sp hp Mexico v M


Gio dc

Nhng ngi c kh nng c vit cao dn

sut cao v tin b k thut.

C s h tng cn thit pht trin kh nng qu

Hn Quc v Nht: nhn mnh n k thut v

hc trnh i hc.

Chu u: s lng MBA gia tng nhanh trong th

qua.

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Gi tr & thi

M : s phn chia bnh ng trong cng vic.

Ngi Nga tin tng l cch nu n ca McDonald l

tt nht i vi h


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Cc gi tr vn ha u tin cc nc M, Nh

v cc nc Rp

Cc kha cnh vn ha theo model ca Geert

Hofstede

S cch bit quyn lc

Tng nc quyn lc c chp nhn gia cp trn v cp

di trong cc t chc mt cch khng cng bng.

Nn ha c s cch bit quyn lc cao: con ngi tun th

quyn lc v iu kin nh cc nc Latin v Chu .

Nhng nc c khong cch quyn lc mc trung bnh

n thp: coi trng gi tr c lp nh M, Canada, o,

Phn Lan.


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Ln trnh ri ro

Kh nng con ngi cm thy s hi bi nhng tnh

hung ri ro.

Nhng nc c hng ln trnh ri ro cao thng ph

thuc nhiu vo nhng quy nh v lut l m bo

rng con ngi bit r h phi lm g.

Quc gia c hng ln trnh ri ro cao: Hy lp , Uruguay,

B o Nha, Nht, hn Quc.

Nhng nc t quan tm n vn ny Anh, M,

Canada, Singapore, Thy in.


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Ch ngha c nhn ( individualism)

Cp hp nht gia c nhn vi tp th.

Nhn mnh nng lc c nhn v nhng thnh tu ca

h (M, Anh, H Lan, Canada)

i nghch vi ch ngha tp th: khuynh hng con

ngi da vo nhm lm vic v trung thnh vi

nhau (Indonesia, Pakistan)


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S cng rn (Masculinity)

S phn b vai tr gia cc gii trong x hi, l nn

tng ca cc cch gii quyt cng vic.

Nhng nc c tnh cng rn cao :Nht, c,

Venezuela, Mexico.

Nhng nc c tnh cng rn thp (hay c tnh mm

mng cao) l Na Uy, Thy in, an Mch v H Lan.


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S a dng v vn ha v vn qun tr

Qun tr tp trung hay phi tp trung

Chp nhn ri ro hay n trnh ri ro

Khen thng nhm v khen thng c nhn

Quy trnh chnh thc v phi chnh thc

Trung thnh vi t chc cao hay thp

Cnh tranh i khng hay hp tc

Tm nhn di hn hay ngn hn

S n nh hay tnh ci tin


Chng 6

Chin lc kinh doanh quc

Mc tiu hc tp _

Nm vng phng thc nh dng chin lc trong cc

cng ty

Xem xt lm th no cng ty tng li nhun bng m rng

hot ng trn th trng nc ngoi

Tho lun cc chin lc khc nhau m cng ty p dng

khi cnh tranh quc t

Tho lun cc yu t khc nhau nh hng n la chn

chin lc


Gii thiu

Nh qun l cn lm g c th cnh tranh hi

trong kinh doanh quc t?

Lm th no cng ty tng li nhun bng m

hot ng trn th trng quc t?

Doanh nghip nn chn chin lc kinh doanh

t no cho ph hp?

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Chin lc v cng ty

Chin lc ca cng ty: nhng hnh ng m nh qun

l thc hin nhm t c nhng mc tiu ca cng ty.

T sut sinh li: t l li nhun cng ty thu li c so vi

vn u t ca n.

T l tng trng li nhun : tng t l phn trm li nhun

rng theo thi gian.

M rng ra th trng quc t c th thc y li nhun v

t l li nhun tng trng.


Hnh 1: Cc yu t quyt nh gi tr doanh nghi

Gi tr doanh nghip

Gim chiKh nng sinh li

Tng gi trgi sn

Bn nhitr trng hi


Li nhun tng trng

Thm nhp vo th trng mi

To gi tr

Gi tr c to ra bi mt cng ty c tnh

s khc nhau gia V(mc gi m cng ty c thsn phm di cc p lc cnh tranh) v ph sn xut sn phm ).

Khch hng cng mong mun gi tr sn phty cng cao th cng ty c th tnh gi sn cng cao, v cng ty cng c th t c lln hn.

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Hnh 2: To gi tr

V= gi tr ca sn phm i vi mt khch hng trung bnh

P= gi mt sn phm


V-C=Gi tr to ra/sn phm

P-C=Li nhun/1 sn phm

V-P= s thng d ca ngi tiu dng i vi 1 sn phm

C= Chi ph sn xut 1 sn phm

Li nhun c th tng bi:

Tng gi tr cho mt sn phm khch sng tr gi cao hn cho sn phm chikhc bit.

Gim chi ph chin lc chi ph thp

Michael Porter lp lun rng li nhun cao scc cng ty m c th to c gi tr vt trcch gim cu trc chi ph ca doanh nghisn phm khc bit bn sn phm vi gi cao c th.

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nh dng chin lc

Michael Porter lp lun rng cc cng ty cn phi chn mt trong hai chin lc hoc l chin lc khc bit hoc l chin lc chi ph thp, v sau cu hnh cc hot ng ni b h tr cho s la chn .

ti a ho li nhun u t lu di, cc cng ty cn phi:

Chn mt v tr kh thi trn ng bin hiu qu (efficiency frontier)

Cu hnh cc hot ng ni b h tr cho v tr

C c cu t chc ph hp thc hin chin lc


Hnh 3: la chn chin lc trong ngnh cngnghip khch sn

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Chi ph thp

ng bin hiu qu

La chn chin lc trong khu vc ny khng khtrong ngnh cng nghi

khch sn quc t

Gi

tr g

ia t

ng

/ S

k

hc b

it

Cng ty nh l mt chui gi tr

Cng ty nh l mt chui gi tr ca nhng hot

ng to gi tr ring bit, bao gm sn xut, marketing, v qun tr nguyn vt liu, R&D, ngun nhn lc, h thng thng tin, v h tng c s ca cng ty.

Cc hot ng to gi tr c th c phn loi l gm cc hot ng chnh (R&D, sn xut, marketing v bn hng, dch v hu mi) v cc hot ng h tr (h thng thng tin, logistics, nhn s).


Chui gi tr cng ty

Hot ng h tr

C s h tng ca cng ty

Ngun nhn lc

H thng thng tin

Logistics

R&D Sn xut Marketing

& Sales

Dh

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Hot ng chnh

M rng kinh doanh ton cu, li nhun, v t l tng trng li nhun Cc cng ty quc t c th:

M rng th trng cho cc dch v sn phm trong nc ca h bng cch bn nhng sn phm trn th trng quc t.

Nhn bit li th kinh t vng bng cch phn tn tng hot ng to gi tr n cc a phng trn khp th gii ni m h c th thc hin cc hot ng ny c hiu qu nht.

Nhn bit kinh t ng cong kinh nghim cao hn gim chi ph ca vic to gi tr

Kim c khon li ln hn bng cch tn dng cc k nng c gi tr c pht trin trong cc hot ng ca chi nhnh nc ngoi v chuyn giao n cc n v khc trong mng li hot ng ton cu ca cng ty


M rng th trng: thc y sn v nng lc ct li

Cc cng ty c th tng trng bng cch bn hng ho,v pht trin nc nh ra th trng quc t

S thnh cng ca cc cng ty m rng ra th trng

ph thuc vo hng ho v dch v m h bn, v dnng lc ct li ca h (cc k nng trong cng ty mcnh tranh khng th d dng c c hoc bt ch

Nng lc ct li cho php cc cng ty gim chi ph t

tr.

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Toyota, h thng qun l sn xut v logistics; sn xut

xe c cht lng cao, thit k p, tit kim nng

lng, bn cao, tin cy cao

McDonald, h thng qun l trong cc ca hng

fastfood

P&G, pht trin v marketing cc sn phm tiu dng

Walmart, h thng qun l thng tin v logistics


Li th kinh t vng

Khi cc cng ty cn c mi hot ng to

ti a im c cc iu kin kinh t, chnh trha, bao gm c cc yu t lin quan n chi ph,nhiu thun li cho vic thc hin cc hot xut kinh doanh ca h, c ngha l h nhn rali th kinh t vng (cc nn kinh t c th thmt hot ng to gi tr mt a im thot ng , bt c ni no trn th gic)

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Do s a dng v mi trng, s khc bit v chi ph cc yu t sn

xut, chi ph vn chuyn, ro cn thng mi xc nh im t

hp l s lm gim chi ph hoc to nn s khc bit cho sn phm

V d: Clear Vision tr thnh MNE vo nhng nm 1990

ng USD mnh thc y cng ty nhp khu sn phm

M chi nhnh HongKong (chi ph lao ng thp, cng nhn k thut

cao, nh nc cho hon thu)

M chi nhnh Trung Quc sn xut gng knh, lp rp HongKong

Sn xut knh thi trang cht lng cao Nht, Php, .


ng cong kinh nghim

ng cong kinh nghim: s gim c h thng trong chi ph

xut xy ra trong chu k sng ca mt sn phm.

VD: Trong ngnh cng nghip my bay, mi ln sn lng tng

i, chi ph gim cn 80% so vi lc trc.

Tc ng hc tp: tit kim chi ph t vic hc hi kinh nghi

qua qu trnh lm vic.

V vy, khi nng sut lao ng tng, cc c nhn h

hin cc nhim v ring bit mt cch hiu qu nht,

tr hc cch qun l hot ng mi hiu qu hn theo

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ng cong kinh nghim


S lng sp sn xut

Ch

i p

h sn

xu

t

Li th do tng quy m

Quy m kinh t (economies of scale): gim chi ph trong m

v sn phm t c bi s lng sn xut ln.

Quy m kinh t bao gm mt s ngun:

- Kh nng phn chia nh ph cho mt lng ln s

- Kh nng s dng c s vt cht sn xut mt cch su r

- Gia tng kh nng mc c i vi nh cung ng

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Dch chuyn ng cong i xung cho php cng ty gim chi ph

to gi tr

Cng ty m dch chuyn ng cong kinh nghim xung nhanh

chng s c li th cnh tranh i vi i th

V d: Matsushita tt hu so vi Philips v Sony trong vic sn

xut VCR vo nhng nm 1970

Chin lc ca Matsushita l xy dng sn lng ton cu

cng nhanh cng tt

1977, cng ty sn xut 205.000 SP; 1984, 6,8 triu SP

Gi VCR ca Matsushita gim 50% sau 5 nm

1983, Matsushita tr thnh nh sn xut VCR ln nht th

gii tranngocanhkhoa.com 154

p lc gim chi ph v p lc p ng nhu cphng

Cng ty cnh tranh trn th trng ton cu i mt vi hai p l

tranh:

p lc gim chi ph

p lc p ng nhu cu a phng

Nhng p lc cnh tranh ny t ra mu thun nhu cu cho m

p lc gim chi ph buc cng ty phi lm gim chi ph s

phm, ngc li p lc p ng yu cu a phng i hi

cho sn phm ca n ph hp vi nhu cu ca tng a ph

chin lc lm tng chi ph

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p lc gim chi ph v p ng nhu cu a phng

Thp Cao



Cng ty C Cng ty A

p

lc

gi

m c

hi p

h

Cng ty B

Thp

Ca

o

p lc gim chi ph

Sc p gim chi ph l vn ln i vi nhng ngnh s

ho m yu t gi l v kh cnh tranh chnh

cc i th cnh tranh nh v vng c chi ph th

c nhng khch hng c kh nng to p lc ln v h

chuyn i sn phm l thp

c cng sut d tha (so vi nhu cu) v ko di lin

V d: ngnh ha cht, xng du, st thp, my tnh c nhn

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p lc p ng nhu cu a phng S khc nhau v s thch v th hiu ca ngi tiu dng

(cable TV, in thoi di ng)

S khc nhau v c s h tng v thc hnh kinh doanh.

in ngun: M 110 volt; EU 240 volt

Anh: tay li bn phi; EU: tay li bn tri

S khc nhau v knh phn phi

H thng phn phi dc phm ca Anh v Nht khc vi M

Nhu cu ca nc s ti.


Gii quyt nhng sc p tri ngc nhau l mt thch th

chin lc, bi v vic p ng th trng a phng c khuynh

lm tng chi ph.

La chn chin lc no cho ph hp?

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Cc loi chin lc kinh doanh quc t C 4 chin lc kinh doanh quc t: 1. Chin lc tiu chun ha ton cu

2. Chin lc a phng ho

3. Chin lc xuyn quc gia

4. Chin lc quc t


Bn chin lc c bn

Chin lc tiu chun ha

ton cu

Chin lc

xyn quc gia

Chin lc quc t

Chin lc a phng ha

Thp Cao

tranngocanhkhoa.com


p l

c gi

m c

hi p

h

Thp

Ca

o

Chin lc tiu chun ha ton cu

c chn khi c p lc mnh v vic gim chi ph, tuy nhin yu cu

p ng nhu cu a phng l khng cao

Bin php: M hnh kinh doanh da vo vic theo ui chin lc

dn u v chi ph trn phm vi ton cu., bng cch

Tiu chun ha sn phm tn dng tnh kinh t theo quy m v

im t nhm gim chi ph sn xut

Dch chuyn nng lc ct li gia cc chi nhnh nhm tng hiu qu

Cng ty m kim sot chc nng pht trin SP, cn cc hot ng sn

xut v marketing c thc hin tp trung vo mt s th trng mc

tiu, khng cho php thay i nhiu cc th trng.


Chin lc a phng ho c chn khi c s khc bit ln v s thch v th hiu gi

gia, tuy nhin sc p gim chi ph th khng qu ln

Bin php:

Giao cho chi nhnh trong tng khu vc th trng thc hi

nng R&D, sn xut, v marketing nhm p ng s thch v th

ca ngi tiu dng trong tng khu vc th trng. Tuy nhin c

phi kim sot chi ph tng hiu qu

Tn dng li th do tng quy m v im t nu c th

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Chin lc xuyn quc gia

c p dng trong trng hp c hai p lc gim chi ph v p lc v s

ph hp th trng u cao.

Bin php:

S dng nhng nng lc vt tri to s phn bit

Thc y s trao i cc nng lc ct li gia cc chi nhnh

Tn dng li th do tng quy m, im t, ng cong kinh nghim

gim chi ph

V d: Caterpillar v Komatsu


Chin lc quc t p dng trong trng hp p lc gim chi ph v p lc p

cu a phng u thp

Bin php:

Sn xut trong nc v tiu th th trng nc ngoi

p dng cho sn phm c tnh c quyn cao

R&D c thc hin c quan trung ng; sn xut v marketing

thc hin cc th trng ch yu

V d: my photocopy ca Xerox vo nhng nm 1960

V d: Iphone ca cng ty Apple

tranngocanhkhoa.com

Bn chin lc kinh doanh quc t c bn

Cao

Thp

Thp Cao

166

4 Chin lc

quc t

Sc p

gim chi ph

1 Chin lc

tiu chun ha ton cu

3 Chin lc

xuyn quc gia

2 Chin lc

a phng ho

Kh ntra

nnnggocanphkhnoag.cnomhu cu a phng

Chng 7

T Chc Qun L Ti MNEs

Mc tiu hc tp _

Tm hiu c cu t chc ca cc cng ty kinh doanh ton cu

M t cc c cu t chc qun l

Nghin cu h thng kim sot v ng vin

Tm hiu vai tr ca vn ha doanh nghip

Xem xt mi tng quan gia c cu t chc v cc chin lc

Nghin cu nhng bin s lm thay i c cu t chc


Gii Thiu Thit k t chc qun l doanh nghip: s phi hp nhp

nhiu yu t (c cu t chc, h thng kim sot v ng vin, cc

trnh, vn ha doanh nghip, v nhn lc) nhm bo

c mc tiu tng th ca doanh nghip.

c kh nng ti a ha li nhun, doanh nghip cn ph

3 iu kin:

Cc yu t trong thit k t chc qun l cng ty phi nh

nhau

Thit k t chc qun l cng ty phi ph hp vi chin l

Thit k t chc qun l phi ph hp vi chin lc, v

phi ph hp vi cc iu kin cnh tranh

tranngocanhkhoa.com

Thit k c cu t chc C cu t chc :

Phn chia t chc thnh nhiu phng ban

C cu theo hng tp quyn hay phn quyn (tp trung hay

phi tp trung)

Gn kt hot ng: quyt nh vic cc phng ban trong t chc

s phi hp vi nhau ra sao trong qu trnh x l cng vic

H thng kim sot: l chun dng o lng hiu qu lm

vic ca cc phng ban v ca cc cp qun l.


H thng ng vin: cng c c s dng khen

cc c nhn lm vic xut sc.

Quy trnh: kha cnh m cc quyt nh c a ra v

vic c hon thnh trong t chc .

Vn ha doanh nghip: cc chun mc v gi tr

vi nhau gia cc thnh vin trong mt t chc.

Nhn s: khng ch ni n nhn vin ca cng ty, m cn

chin lc c s dng tuyn dng, bi hon, v

cc c nhn c ti nng.

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Hnh 1: thit k c cu t chc


Vn ha doanh nghip

H thng kim sot & ng vin

Nhn s

Quy trnh

C cu t

chc

C cu t chc cng ty

C cu t chc ca mt cng ty gm 3 kha cnh:

1) Kha cnh khc bit ng: s thit lp h thng quy

phn quyn trong c cu t chc (tp trung hay

trung)

2) Kha cnh khc bit ngang:s phn chia t chc thnh

phng ban

3) Gn kt hot ng: cc phng ban trong t chc s

vi nhau ra sao trong qu trnh x l cng vic

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S khc bit ng Kha cnh khc bit ng: S thit lp h thng quyn lc v phn

quyn trong c cu t chc (tp trung hay phi tp trung)

Quyt nh tp trung

m bo c s phi hp nhp nhng

Bo m cc quyt nh a ra ph hp vi mc tiu ca cng ty

Cho php cc cp qun l ng u cng ty c quyn i vi vic thay

i c cu t chc khi cn thit

Trnh c s trng lp

Th hin qua cng vic c chun ha


Quyt nh phi tp trung:

Lm nh bt gnh nng i vi cp cao

ng vin s n lc ca tng c nhn

Linh hot hn

C th c nhng quyt nh tt hn

C th lm tng s kim sot

Trong mt t chc, c th p dng chnh sch phi tp

vi quyt nh v tp trung mt vi quyt nh khc.

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Kha cnh khc bit ngang: s phn chia t chc thnh nhiu

phng ban sao cho ph hp

Cn c vo 3 im chnh:

Chc nng

Loi hnh kinh doanh

Khu vc a l


Hu ht cc cng ty mi bt u c c cu t chc khng r

Khi pht trin hn, c cu t chc ca cng ty s c phn

thnh nhiu b phn, n v vi cc chc nng c trng khc

(c cu chc nng)

Cc b phn c iu hnh v kim sot bi cc cp qu

cng.

Cc quyt nh thng l tp trung

Nu cc cng ty c sn phm a dng hnpht trin kha c

bit ngang

Cc cng ty c th chuyn qua p dng c cu t chc n v

phm (mi n v chu trch nhim cho mt nhm sn phm ring

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Hnh 2: C cu chc nng

Cc n v mua hng

Cc chi nhnh

Cc nh my bn hng Cc n v k

ton


B phn ti chnh

B phn marketing

B phn sn xut

B phn mua hng

CEO

Hnh 3: C cu n v sn phm

B phn sn xut

B phn marketing

Cc n v mua hng

Cc chi nhnh bn hng

Cc n vton

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n v sn phn v sn phm A

Tr s chnh

n v sn phm B

B phn mua hng

B phchnh

Cc nh my

Khi cc cng ty m rng ra th trng quc t, c th s dng c cu

phng xut khu hoc c cu cng ty con nc ngoi

Trung Quc USA H Lan

Hnh 4: C cu cng ty con nc ngoi tranngocanhkhoa.com 180

Cc cng ty c lp nc ngoi

CEO

Khi cc cng ty thm nhp vo th trng quc t su hn,

c th nhm cc hot ng quc t ca mnh to thnh m

phn quc t, gi l c cu t chc phng quc t.

n v th trng ni a Sn phm B

Cc phng chc nng

Cc phng ch

Hnh 5: C cu phng quc t tranngocanhkhoa.com

Tr s chnh

n v th trng ni a Sn phm A

n v th trng ni a Sn phm C

n v th trng quc t

Quc gia 1 Gim c (Sn

phm A, B v C)

QuGim

phm

C cu phng quc t

Khi sn xut hng ha ti cc nc s ti:

Cc cng ty vi c cu chc nng: c th lp li mt cu trc

chc nng cc nc s ti.

Cc cng ty vi c cu phn b sn phm: c th lp li mt

cu trc phn b sn phm cc nc s ti.

To ra cc mu thun v cc vn phi hp gia cc hot

ng trong v ngoi nc.


Khi cc cng ty tip tc pht trin ln mnh hn

trng quc t, thng s t b c cu phng

chuyn sang mt c cu t chc khc:

C cu n v sn phm ton cu: thng c s

cc cng ty c sn phm a dng, m c c cu t

n v sn phm th trng ni a.

C cu khu vc ton cu: thng s dng bi nh

c mt hng khng a dng, m c c cu t chc

nng th trng ni a.

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C cu khu vc ton cu:

Cng ty khng c nhiu loi hnh kinh doanh, nhm sn phm

v c c cu t chc theo chc nng nc nh.

Phn chia th gii thnh tng khu vc a l.

Quyt nh: phi tp trung

p ng th hiu tng a phng.

Khng c kh nng t c li th kinh t theo quy m

Ph hp vi chin lc a phng ha.


Th trng Anh

Cc phng chc nng

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Marketing

Sn xut

Mua hng

Ti chnh

Nhn s

Pht trin sn phm

Th trng Anh Th trng Chu u

Th trng Chu

Th trng Chu c

Th trng Chu M

C cu n v sn phm ton cu:

Cc cng ty c nhiu nhm sn phm

C c cu t chc n v sn phm nc nh

Cho php mi n v sn phm iu hnh cc hot ng ton

cu (sn xut, marketing, nhn s, ti chnh)

Khng p ng c nhu cu th hiu ca tng a phng

t c li th kinh t theo quy m v kinh t vng

Dch chuyn nng lc ct li gia cc chi nhnh

Hn ch vai tr ca cc gim c a phng do chu s iu

hnh ca gim c n v sn phm

Ph hp vi chin lc ton cu ha chun


Hnh 6: c cu n v sn phm ton

Cc phng chc nng Cc phng chc nng

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Th trng quc t

Th trng ni a

n v ton cu

Sn phm

n v ton cu

Sn phm B

n v ton cu

Sn phm A

Tr s chnh

C cu ma trn ton cu: gim thiu cc hn ch ca c cu khu vc

ton cu v c cu n v sn phm ton cu.

C cu ma trn ton cu:

Kt hp gia c cu n v sn phm v c cu khu vc a l

H thng iu khin kp: chc nng khu vc v chc nng phn b

sn phm.

Khuyn khch hp tc gia cc b phn trong t chc

Kt hp nng lc ca nhiu nh qun tr

Nhc im: a ra quyt nh chm, mu thun gia b phn qun l

khu vc v b phn sn phm do khng thng nht kin v quyt

nh.

Ph hp vi chin lc xuyn quc gia


Hnh 7: C cu ma trn ton cu

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Gim c iu hnh ny thuc n v sp B

& khu vc a l 2

n v Sn phm A

Khu vc

Khu vc a l 2

Khu vc a l 1

Tr s chnh

n v Sn phm B

n v Sn phm C

Tng gim c iu hnh

B phn pht trin kinh doanh quc

t

US, Canada & Puerto

Rico

Chu u


Gim c iu

hnh cc khu vc kinh doanh

B phn k thut

Ti chnh

Marketing

Nhn s ton cu

Chu M

Latin

Chu

tranngocanhkhoa.com

Khu vc Chu , Trung ng

&Chu Phi

Khu vc Chu u

Khu vc Chu M

n v phm nhm

n v sn phm nhm I

R&D Sn xut Ti chnh


Khu vc th trng Trung ng, Chu Phi & Chu

Khu vc th trng Anh v chu u

Pepsico quc t n v nc gii kht ti th

trng Chu M (PAB) n v thc phm ti th trng

Chu M (PAF)

Cng ty pepsico

Gn kt hot ng gia cc phng(Integrating mechanisms)

C cu t chc no cng cn s phi hp nhp nhng gia cc b

Chin lc a phng ha: s phi hp gia cc b phn t hn.

Chin lc xuyn quc gia: i hi cao s phi hp gia cc phng

S phi hp c th phc tp do nhng s khc nhau v nh h

mc tiu ca cc b phn.

Cch gn kt hot ng n gin nht l cc gim c ca cc phng ban

h trc tip vi nhau (direct contact). Cch n gin tip theo l lin k

nhau lm vic (liaisons)

Phc tp hn l thnh lp cc t bao gm thnh vin n t cc b

nhau lm vic vi nhau tm thi hoc c nh.

C cu ma trn gip cho tt c cc vai tr c phi hp lm vic v

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Hnh 8: Mc gn kt cc hot ng


Gia tng mc ca h thng gn kt cc hot

ng

Cu trc ma trn

Thnh lp t

Lin kt

Trc tip lin h

Nhiu cng ty gn kt cc hot ng gia cc b ph

cch phi chnh thc.

Mng li kin thc: mng li dch chuyn thng tin

vng ni b cng ty m khng da vo c cu t ch

thc ca n, da vo cc mi quan h c nhn gia cc

c vi nhau.

thnh cng, mt mng li kin thc phi bao g

nhiu cc gim c cng tt.

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Hnh 9: Mng li qun tr


Cc h thng kim sot v ng vin

Mt lnh o cng ty cn m bo rng cc

ng ca cc b phn phi ph hp vi cc

tiu chin lc v ti chnh tng th ca cng

.

C th t c thng qua h thng kim sot

ng vin.

tranngocanhkhoa.com

Cc loi h thng kim sot

C 4 loi h thng kim sot:

1. Kim sot qua mi quan h c nhn vi cp di

Thng c s dng rng ri cc cng ty quy m nh

2. Kim sot theo tnh cht quan liu: kim sot thng qua cc h thng

lut l v quy trnh, ch yu l lin quan n chnh sch s dng vn

v ngn sch.

3. Kim sot theo mc tiu: t ra mc tiu cho cc b phn, so snh

nng sut t c so vi mc tiu ra

4. Kim sot theo vn ha: h thng chun mc v gi tr ca cng ty m

nhn vin ha nhp vo . Nhng cng ty c vn ha doanh nghip

mnh thng p dng h thng kim sot vn ha hn l cc h thng

khc. tranngocanhkhoa.com 198

H thng ng vin

L hnh thc khen thng c nhn lm vic tt

Gn lin vi h thng kim sot hiu qu lm vic theo

ra mc tiu

H thng ng vin:

Nn khc nhau ty thuc vo tng nhn vin v bn ch

tng cng vic .

Nn y mnh s hp tc gia cc gim c ca cc

ban

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Vn ha doanh nghip

Vn ha: h thng gi tr v chun mc c chia

s gia cc thnh vin trong mt t chc hoc x

hi.

Mi doanh nghip u c h thng gi tr v chun

mc ca ring n v cc thnh vin c khuyn

khch lm theo.

Vn ha doanh nghip c xu hng thay i rt

chm. tranngocanhkhoa.com 200

To ra v duy tr vn ha doanh nghi

Vn ha doanh nghip hnh thnh t:

Ngi sng lp cng ty v cc lnh o ca cng ty

Vn ha x hi v t nc

Lch s ca doanh nghip

Cc quyt nh dn n hiu sut lm vic cao

Vn ha doanh nghip c th duy tr thng qua:

Chin lc khen thng

Cc chin lc truyn t thng tin

Tuyn dng v y mnh vn ha cng ty

o to tranngocanhkhoa.com

Vn ha doanh nghip v hiu sut lm vic trong kinh doanh quc t

Cc gim c trong nhng cng ty c vn ha doanh nghip mnh b

nh hng bi h thng gi tr v chun mc ca vn ha cng ty

nh hng ln ng li lm vic.

Mt nn vn ha mnh m:

Khng phi lc no cng tt

C th khng em li s lm vic hiu qu cho doanh nghip

C th c li cho mt im no , nhng khng c li cho im khc.

Nhng cng ty c nn vn ha thch nghi thng t c hiu qu

lm vic cao.


Chin lc v c cu t chc cng ty

Mi tng quan gia chin lc v c cu t

cng ty

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C cu t chc

v h thng

kim sot

Chin lc kinh doanh

a phng ha Quc t Ton cu ha

chun

Khc bit ng

Phi tp trung

Dch chuyn nng

lc ct li; tp

trung l ch yu

Ch yu tp

trung

Khc bit ngang C cu khu vc

ton cu

C cu n v sn

phm ton cu

C cu n v

sn phm ton

cu

S phi hp Thp Trung bnh cao

Gn kt cc hot

ng

khng t t

Kim sot vn

ha

Thp Trung bnh Trung bnh

Chin lc a phng ha

Cc cng ty theo ui chin lc ny tp trung vo

vic p ng nhu cu th hiu a phng.

Quyt nh: phi tp trung

Khng c nhu cu cao cho s gn kt cc hot

ng gia cc b phn.

Khng c li th kinh t theo quy m v vng

Thng s dng c cu t chc khu vc ton cu


Chin lc quc t

To gi tr bng cch dch chuyn nng lc c

nc nh snag nc ngoi

Gn kt hot ng ca cc b phn: trung

Quyt nh: tp trung i vi R&D and marketing,

phi tp trung i vi cc b phn khc

Thng s dng c cu t chc n v s

ton cu.

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Chin lc ton cu ha chun

Tp trung vo li th kinh t theo quy m v vng

Tr s chnh kim sot cc quyt nh a ra

Gn kt cc hot ng gia cc b phn: cao

Vn ha doanh nghip: khuyn khch mnh m

C cu n v sn phm ton cu thng c s

dng


Chin lc xuyn quc gia

Tp trung vo li th kinh t theo quy m, p ng th

phng v dch chuyn nng lc v k nng ct li gi

nhnh.

Vi quyt nh tp trung v mt vi phi tp trung

S phi hp gia cc phng ban: cao

H thng gn kt cc hot ng: cao

Chi ph kim sot: cao

Vn ha doanh nghip: khuyn khch mnh m

C cu ma trn thng c s dng

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Mi trng, chin lc, c cu t chc, v hiu sut lm vic

thnh cng, cng ty phi p ng c hai

iu kin:

1. Chin lc ca cng ty phi ph hp vi mi

trng cng ty hot ng

2. C cu t chc cng ty phi nht qun vi chin

lc ca n


Thay i c cu t chc Cc cng ty thng thay i c cu t chc ca n do

thay i v mi trng kinh doanh v chin lc n ang

dng.

Cc cng ty kh thay i c cu do cc yu t:

S phn phi quyn lc

Vn ha doanh nghip

nh kin ca cc lnh o cp cao v m hnh kinh doanh

thnh cng trc y

Rng buc ca t chc (nh lut sa thi nhn vin)

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Ti liu tham kho

International Business, Charles W.L Hill, Mc Graw-Hill, 7th edition,

2009

Qun Tr kinh Doanh Quc T, Bi L h, Nguyn ng Phong, Ng Th Ngc Huyn, Quch Th Bu Chu, Nguyn Th Dc, Nguyn Th Hng Thu, NXB Thng K, 2007

International Human Resource Management, Briscoe R.D, Schuler S.R, 2nd edition, 2004


Chng 8

Chin lc thm nhp th tr

v cc lin minh chin l

I) Quyt nh xm nhp th trng nc ngoi

1) Gii thiu chung

Quyt nh xm nhp th trng nc ngoi

Xm nhp vo th trng no?

Thi im no thch hp cho vic xm nhp?

Xm nhp vi quy m no?

Phng thc xm nhp th trng: xut khu,

licensing, franchising, lin doanh, 100% vn nc ngoi,

st nhp v mua li (M&A).


2) Quyt nh xm nhp vo th trng n

Xm nhp vo th trng no?

m bo s tng trng v kh nng sinh li trong

hn trong th trng

Quy m ca th trng (dn s, GDP)

Sc mua th trng

Gia tng thu nhp ca ngi tiu dng trong t

(tng trng kinh t)

Vd: Trung Quc v n vs Indonesia

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Cc nc c nn dn ch, n nh v chnh tr v c

nn kinh t th trng th c a thch hn

T l lm pht v n ca khu vc t nhn khng qu

t bin

Kh nng a nhng sn phm vt tri v cng ngh

hoc chi ph thp, ph hp vi nhu cu th trng

Thi im xm nhp?

Li th xm nhp th trng sm


Xc lp nhn hiu mnh, s trung thnh ca khch

Tiu th vi sn lng ln gim chi ph do

li th do tng quy m

Ct cht khch hng vo sn phm ca cng ty nh

ph chuyn i cao (switching costs)

Bt li ca vic xm nhp sm

Chi ph khai ph (pioneering costs) khi th tr

ngoi kh khc vi th trng trong nc; k

do nhng tht bi trong kinh doanh

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Chi ph o to khch hng

Vd: KFC v McDonald Trung Quc

Quy m xm nhp v cam kt chin lc?

Xm nhp vi quy m ln

Cam kt hot ng lu di

Hp dn i vi ngi tiu dng v cc knh

phn phi

e da cc i th cnh tranh


Quy m v s linh ng

Kh nng xm nhp th trng vi quy m nh

Vd: Hin tng Jollibee

Thnh lp nm 1975 vi 1 ca hng bn kem v sau

Jollibee thm vo trong thc n bnh sandwich

Nm 1981, khi Jollibee c 11 ca hng th McDonald

u xm nhp vo th trng

Jollibee xem y l c hi hc hi v qun l ch

ph, v dch v.

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Jollibee khai thc im yu trong chin lc kinh doanh

ton cu ca McDoanld - SP c tiu chun ha qu mc

Jollibee a ra sn phm hp vi khu v ca ngi dn

a phng

2003, Jollibee c 467 ca hng, 50% th phn trong khi

McDonald c 237 ca hng

1985, Jollibee m ca hng Trung ng v gia thp

nin 1990 l San Francisco ni c nhiu ngi Fillipino

sinh sng


3) Phng thc xm nhp th trng

Phng thc Nhng li th Nhng bt li

Xut khu Trnh chi ph u t cao

Li th v im t

Li th do tng quy m

Chi ph sx thp n

Chi ph vn chuyn

Ro cn thng m

Cc vn i vi

marketing a ph

Cha kha

trao tay

To thu nhp trong

nhng quc gia c gii hn

v FDI

Mt li th cnh tranh

To ra cc i th c

Thiu s hin din trn

trng

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Licensing Trnh chi ph u t cao

Chi ph pht trin thp

Ri ro thp

R r b quyt cng ngh

Khng tn dng li th im t

v li th do tng quy m

Gim kh nng phi hp chin

lc ton cu

Franchising Chi ph pht trin thp

Ri ro thp

Thiu s kim sot v cht lng

Gim kh nng phi hp chin

lc ton cu



Lin doanh Tip cn s hiu bit ca

i tc v th trng

Chia s chi ph pht trin

Phn tn ri ro

R r b quyt cng

Gim kh nng ph

lc ton cu

Khng tn dng

im t v li th

Mu thun gia cc

Chi nhnh

100% vn

nc ngoi

Bo v b quyt cng ngh

Kh nng phi hp chin

lc ton cu

Tn dng li th im t

v li th do tng quy m

Chi ph cao

Ri ro cao

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II) Cc lin minh chin lc

1) Khi nim:

Tha thun hp tc gia cc i th hin hu hoc tim nng

2) Cc dng lin minh chin lc

Lin doanh

Hp ng ngn hn (hp tc thc hin mt cng vic)

3) Li th ca cc lin minh chin lc

Xm nhp th trng v s hiu bit ca i tc v th trng

Vd: Xm nhp vo th trng phim ca Trung Quc


Chia s chi ph c nh hoc ri ro trong vic pht

sn phm mi

Vd: Lin minh gia Boeing v cc i tc Nh

chia s chi ph pht trin my bay 7E7 l 8 t USD

Mang li nhng k nng hoc ti sn m cng ty khng

Vd: Lin minh gia Toshiba (vi x l) v Microsoft

iu hnh Windows CE) cung cp cc chc nng gi

trn xe hi

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4) Nhng bt li trong cc lin minh chin lc

R r b quyt cng ngh

Li ch khng ng u

5) Lm th no cc lin minh hot ng c hiu qu

C khong 2/3 cc lin minh c vn v qun l hoc l

ti chnh; 1/3 c nh gi l tht bi

La chn i tc

Tip cn th trng, chia s chi ph v ri ro, tip cn c

k nng hoc cng ngh ca nhau


Chia s tm nhn v mc ch lin minh

Hn ch c tnh c hi trong vic khai thc lin minh

C cu lin minh

Lin minh c thit k nhm trnh r r b quy

ngh; dng ro cn i vi khu thit k, pht tri

xut, marketing

Vd: GE v Snecma trong vic sn xut ng c my bay

dng

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Lp hp ng lin minh cht ch

Vd. TRW lp hp ng lin minh vi cc cng ty Nht sn

xut dy ci an ton, van ng c, v cn s; hp ng

khng cho php cc i tc Nht phn phi cc SP vo th

trng Bc M

Tha thun trc cc k nng v cng ngh cn hp tc

nhm to li ch cng bng cho cc bn.

To cam kt ng tin cy gia cc i tc

Vd: Lin doanh gia Xerox v Fuji Photo sx my photocopy


Chng 9

Marketing v R&D Ton C

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Mc tiu hc tp

Gii thch ti sao li cn thay i cc thuc tnh ca

sn phm t th trng ny n th trng khc.

Xc nh ti sao cc chin lc qung co v chiu th, chin lc phn phi, chin lc gi ca mt cng ty li khc nhau gia cc quc gia

Tho lun s ton cu ha nn kinh t th gii nh hng nh th no ln s pht trin sn phm trong doanh nghip kinh doanh quc t


Gii Thiu

Chin lc marketing hn hp (marketing mixcc la chn m cng ty cung cp n thmc tiu ca n bao gm:

Chin lc sn phm

Chin lc chiu th

Chin lc nh gi

Chin lc phn phi

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Ton cu ha ca th trng v thng hiu

Theodore Levitt lp lun rng th trng th gii ang ngy cng tr nn ging nhau, nn khng cn iu chnh chin lc marketing hn hp cho ph hp vi nhu cu ca tng quc gia ring bit.

L thuyt Levitt to ra cuc tranh lun v ton cu ha. l trong lc th gii ang tin n mt th trng ton cu, th s khc bit vn ha, php lut v kinh t gia cc quc gia lm hn ch xu hng i vi th hiu tiu dng v s thch ton cu.

Ngoi ra, cc ro cn thng mi v s khc bit trong tiu chun sn phm v k thut cng hn ch kh nng ca mt cng ty bn mt sn phm c tiu chun ha trn th trng ton cu.


Phn khc th trng

Phn khc th trng (Market segmentation ): lin quan

xc nh cc nhm ring bit ca ngi tiu dng mua bn khc vi nhng nhm ngi khc.

Th trng c th c phn khc theo:

Yu t a l

Yu t dn s

Yu t vn ha - x hi

Yu t tm l

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Phn khc th trng

Cc cng ty cn phi nhn thc c hai vn

phn khc th trng quan trng: 1. S khc bit gia cc nc trong cu trc ca phn khc th trng 2. S tn ti ca cc phn khc vt khi bin gii quc gia

Khi phn khc vt qua bin gii quc gia, c th p dng mt chin lc ton cu.


Chin lc sn phm

Mt sn phm bao gm nh mt gi ca cctnh.

Sn phm bn tt khi cc thuc tnh ca chnghp vi nhu cu ca ngi tiu dng.

Nu nhu cu ca ngi tiu dng ging nhau mi ni, mt cng ty c th bn cng mt strn ton th gii.

Tuy nhin, nhu cu tiu dng khc nhau t ny sang quc gia khc ph thuc vo vnmc pht trin kinh t.

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Nhng s khc bit v vn ha

Cc quc gia khc nhau do mt lot cc kha cnh vn ha bao gm:

- Truyn thng

- C cu x hi

- Ngn ng

- Tn gio

- Gio dc


S pht trin kinh t

Mc pht trin kinh t ca mt quc

ngha quan trng i vi marketing.

Ngi tiu dng cc nc pht trin caohng i hi thm rt nhiu cc thuc sn phm.

Ngi tiu dng cc quc gia km pht trixu hng thch cc sn phm c bn hn.

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Chin lc phn phi

Chin lc phn phi ca mt cng ty (c ngha l cch

n la chn phn phi sn phm n tay ngi tiu dng) y l mt yu t quan trng ca marketing hn hp.

Mt sn phm c phn phi nh th no ph thuc vo chin lc thm nhp th trng ca cng ty .

Cc cng ty m sn phm c sn xut ti a phng c th bn trc tip cho ngi tiu dng, nh bn l, hoc nh bn s.

Cc cng ty sn xut sn phm nc ngoi c cc la chn tng t nh trn cng vi la chn na l bn cho mt i l nhp khu.


Mt h thng phn phi tiu bi

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Ngi tiu dng

Nh bn l

i l nhpkhu

Sn xut ti a phng

Sn xut nc ngoi

Nh bn s

S khc bit gia cc quc gia

C bn s khc bit chnh trong h thng phn phi: 1. Bn l tp trung 2. Chiu di knh phn phi 3. Knh c quyn 4. Knh cht lng



1. Bn l tp trung

Trong mt h thng bn l tp trung, mt vi nh bncung cp cho hu ht cc th trng.

Trong mt h thng bn l phn mnh c nhiul, khng mt ai chim th phn ln ng k.

Cc nc pht trin c xu hng bn l tp trung

trong khi cc nc ang pht trin c h thng bnphn mnh hn

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2. Chiu di knh phn phi

Chiu di knh phn phi cp n s lng trung gian gia nh sn xut v ngi tiu dng.

Khi nh sn xut bn trc tip n ngi tiu dngknh phn phi ngn.

Khi nh sn xut bn hng thng qua mt i l nhp khu, bn bun v bn lc mt knh phn phi di tn ti.

Cc quc gia vi cc h thng bn l phn mnh c xu hng c cc knh di hn, trong khi cc nc vi cc h thng tp trung c cc knh ngn hn.

Internet ang gip rt ngn chiu di knh v d nh l s xut hin ca cc ca hng ln nh Wal-Mart v Tesco. tranngocanhkhoa.com 240


3. Knh c quyn

Mt knh phn phi c quyn l mt knhphi rt kh khn cho ngi ngoi chen chn

H thng phn phi ca Nht Bn l mt v dmt h thng phn phi rt c quyn.

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4. Knh cht lng

Knh cht lng cp n chuyn mn, nng lc v k nng ca cc nh bn l c thnh lp trong mt quc gia, v kh nng ca h bn v h tr cc sn phm ca cc doanh nghip quc t.

Cht lng ca cc nh bn l l tt trong hu ht cc nc pht trin, nhng c th thay i mc trong cc th trng mi ni v cc nc km pht trin.

Cc cng ty c th thy rng h phi dnh ngun lc ng k nng cp cht lng knh.


La chn chin lc phn ph

Vic la chn chin lc phn phi xc nh cng ty sdng knh phn phi no tip cn ngi tiu dngnng.

Mt chin lc ti u ph thuc vo chi ph tng ng vch ca mi chin lc.

V mi trung gian trong mt knh phn phi s b sung thmnh du ring ca mnh ln cc sn phm, ni chunglin kt quan trng gia chiu di knh v li nhun cty.

V vy, khi gi sn phm l quan trng, mt knh phnngn l tt hn.

Mt knh di c th c li bi v n tit kim chi ph bncc khu vc bn l b phn mnh rt nhiu.

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Chin lc chiu th Chiu th cc thuc tnh sn phm i vi khch

hng tim nng l mt yu t quan trng trong chin lc marketing hn hp.

Mt cng ty chiu th khch hng nh th no ph thuc mt phn vo s la chn tng knh chiu th.

Cc knh chiu th cho mt cng ty bao gm:

- Bn hng trc tip

- Khuyn mi

- Marketing trc tip

- Qung co


Cc ro cn i vi truyn thng qu

Truyn thng quc t xy ra bt c khi no m

ty s dng mt thng ip marketing bn sphm ca mnh mt nc khc.

Hiu qu ca cc truyn thng quc t ca m

ty c th b nh hng bi: 1. Cc ro cn vn ha 2. Ngun v hiu ng ngun gc quc gia 3. Mc n

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1. Cc ro cn vn ha tht kh c th chuyn

ti cc thng ip marketing xuyn sut cc nn vn ha khc nhau

Mt thng ip c th c ngha ny mt quc gia, nhng li c ngha hon ton khc mt quc gia khc

vt qua c cc ro cn vn ha, cc cng ty cn phi trang b cho mnh nhng kin thc v cc nn vn ha khc nhau, v s dng cc ngun a phng khi pht trin cc thng ip marketing.


2. Ngun v hiu ng ngun gc quc gia

Hiu ng ngun xy ra khi ngi nhn thngnh gi thng ip cn c vo tnh trng hnh nh ca ngi gi.

Cc cng ty c th phi i mt vi hiu ngun tiu cc do khng nhn mnh hiu ngun gc quc gia ca h.

Hiu ng ngun gc quc gia ni n vic sn xut nh hng ln s nh gi sn ph

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3. Mc n

Mc n l cp n s lng nhng thng ip khc cnh tranh c c s quan tm ca nhng khch hng tim nng

cc quc gia pht trin, mc n cao

cc quc gia ang pht trin c mc n thp hn


Chin lc y vs ko

Cc cng ty phi la chn gia hai loi chin

truyn thng:

- Chin lc thc y l mt chin lc nhnhn vin bn hng.

- Chin lc ko nhn mnh qung co phngthng tin i chng

S la chn gia cc chin lc ph thuc 1. Loi sn phm v tnh tinh t ca ngi tiu2. Knh chiu di 3. phng tin truyn thng sn c

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1. Loi sn phm v tnh tinh t ca ngi tiu dng

(Product Type and Consumer Sophistication)

Cc cng ty trong nhng nn cng nghip hng tiu dng ang c gng bn n phn khc th trng ln thng s dng chin lc ko

Cc cng ty mun bn hng cng nghip c bit thch s dng chin lc y.

2. Chiu di knh bn hng

Chin lc ko c th hu hiu hn vi knh phn phi di


3. Phng tin truyn thng sn c

Chin lc ko ph thuc vo s sn c cphng tin truyn thng

Khi phng tin truyn thng khng d dngc, chin lc y c th hu hiu hn

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Nhn chung, mt chin lc y th hu hiu hn khi:

i vi cc sn phm cng nghip hoc nhng sn phm mi phc tp

Khi knh phn phi l ngn

Khi c t cc phng tin truyn thng in t v in giy

Chin lc ko hu hiu hn khi:

i vi cc hng ha tiu dng

Khi cc knh phn phi di

Khi cc phng tin truyn thng in t v in giy c sn c th chuyn ti cc thng ip marketing


Qung co ton cu

Chun ha qung co ton cu c c li ch v

li

Chun ha qung co hu hiu khi :

C cc li ch kinh t

Thiu ht tng v nhn ti, v mt s nln pht trin mt chin dch s thnh cngnhiu s n lc nh

Thng hiu mang tnh ton cu

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Chun ha qung co khng hu hiu khi:

C s khc bit v vn ha mt cch mnh m

C s khc bit v lut l qung co gia cc quc gia

Mt vi cng ty ang th nhng chin thut nm bt cc li ch ca vic chun ha ton cu trong khi vn p ng c nhng khc bit v mi trng vn ha v php lut.

V vy, mt vi im h c th chun ha, trong khi mt vi im khc h li ty chnh cho ph hp vi nhu cu a phng


Chin lc nh gi

nh gi quc t l mt yu t quan trng trong

chin lc hn hp marketing.

C ba vn cn xem xt:

1. Cc trng hp c s phn bit gi 2. Chin lc gi c

3. Quy nh c nh hng n quyt nh

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Phn bit gi

Gi phn bit i x xy ra khi cc cng ty bn cho ngi tiu dng cc nc khc nhau vi gi khc nhau cho cng mt sn phm .

Cc cng ty bng cch s dng phn bit gi hy vng n s thc y li nhun.

chin lc phn bit gi hu hiu:

- Cng ty phi c kh nng gi th trng cc quc gia ring bit.

- co gin nhu cu theo gi phi tn ti trong cc quc gia khc nhau


co gin nhu cu theo gi (price elasticity of demand) lo lng v s phn ng ca nhu cu khch hng cho 1phm i vi s thay i v gi sn phm.

Khi c mt s thay i nh v gi dn n mt s thay v nhu cu khch hngnhu cu c s co gin

Khi c mt s thay i ln v gi dn n mt s thay v nhu cu khch hngnhu cu khng co gin

Mc thu nhp v cc iu kin cnh tranh l 2 yu t co gin nhu cu khch hng cho mt sn phm nh

c bit, s co gin v gi th ln hn nhng quc giathu nhp thp v nhiu i th cnh tranh hn

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Hnh: co gin nhu cu khch hng


Chin lc gi c

Chin lc gi c c ba kha cnh:

1. Li dng gi 2. nh gi a im 3. ng cong kinh nghim gi

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1. Li dng gi

Chin lc ny lin quan n vic s dng li nhun thu c trong mt th trng h tr gi tch cc trong mt th trng khc lo li cc i th cnh tranh.

Sau khi cc i th cnh tranh b nh bi, cng ty s tng gi


2. nh gi a im

a im gi cp n thc t l chin lc gi ccng ty trong mt th trng c th c mt tc chin lc gi ca i th cnh tranh trong mt thkhc. Gi tch cc trong mt th trng c th to ra phcnh tranh t i th trong mt th trng quan tr

i vi cc nh qun l, iu quan trng l gim sttrung nhng quyt nh gi trn ton th gii.

Gi tch cc trong mt th trng c th to ra pht cc i th trn th trng khc

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Quy nh c nh hng n quyt nh gi

Vic s dng cc chin lc gi c c th b gii hn bi cc quy nh quc gia hoc quc t

Kh nng ca mt cng ty thit lp gi ring ca mnh c th b gii hn bi: 1. Cc quy nh chng bn ph gi 2. Chnh sch cnh tranh


Chin lc marketing hn h

Tiu chun vs ty chnh khng phi l mt

nim tt c hoc khng c g.

Hu ht cc cng ty chun ha mt vi yu tty chnh nhng th khc.

Cc cng ty nn cn nhc chi ph v li chvic tiu chun ha v iu chnh mi yu tchin lc marketing hn hp.

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Pht trin sn phm mi

Ngy nay, s cnh tranh nhiu v i mi cng ngh cng gay gt nh bt k mt th khc.

Tc thay i cng ngh nhanh hn bao gi ht.

Vng i sn phm thng rt ngn.

i mi mi c th lm cho cc sn phm hin hnh tr nn li thi, nhng ng thi, m ca cho mt lot cc c hi mi.

Cc cng ty ngy nay cn phi u tin i mi sn phm.

iu ny i hi cc lin kt cht ch gia R&D, marketing, v sn xut.


Chng 10

Qun Tr Nhn S Ton C

Gii Thiu

Qun tr nhn s (HRM): cc hot ng ca mt t chc nhm trin khai, s dng ngun nhn lc mt cch hiu qu.

Cc hot ng ny bao gm:

Xc nh chin lc nhn s ca cng ty

Tuyn dng

nh gi kt qu hot ng

Pht trin ngun nhn lc qun l

Tr lng

Quan h lao ng


Gii thiu

HRM c th gip cng ty ct gim chi ph to gi tr

kh nng p ng nhu cu khch hng.

HRM i vi mt cng ty quc t phc tp hn nhinh hng su rng ca nhng khc bit gia cc quv th trng lao ng, vn ha, h thng lut php,thng kinh t, v cc nhn t tng t.

HRM phi xc nh c khi no cn s dng cc quvin a quc gia (cng dn ca mt quc gia ny nhng ang lm vic trong mt chi nhnh ca cng ty nngoi), h nn c hng ch bi hon nh thh c nh hng nh th no khi quay tr v n

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Vai tr chin lc ca HRM quc t

Cc cng ty cn phi m bo s ph hp gia

cc hot ng nhn s vi chin lc ca h.

thc hin mt chin lc hiu qu, nhn vin cn c o to ng cch, c ch bi hon thch hp, v mt h thng nh gi kt qu lm vic tt.


Hnh 1: Vai tr ca nhn s i vi vic hnh c cu t chc

H thng kim sot &ng vin

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HRM chu trch nhicho nhng kha cnh

ny

Vn ha

C cu t chc

Nhn s

Quy trnh

Chnh sch nhn s

Chnh sch nhn s l lin quan n vic tuyn chn

nhn vin c cc k nng cn thit m nhn nhng cng vic c th no .

Chnh sch tuyn dng c th l mt cng c pht trin v thc y vn ha doanh nghip ca cng ty (tp hp nhng nguyn tc v h thng gi tr ca cng ty)

Mt nn vn ha doanh nghip mnh c th gip ch cho cng ty trong vic thc hin chin lc ca n v t c mc tiu ra.


Cc loi chnh sch tuyn nhn s

C 3 loi chnh sch nhn s trong cc t kinh doanh quc t:

1. Chnh sch nhn s tp trung (Ethnocentric)

2. Chnh sch nhn s phn tn (Polycentric)

3. Chnh sch nhn s ton cu (Geocentric)

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Chnh sch nhn s tp trung (Ethnocentric)

Chnh sch nhn s tp trung: l chnh sch m trong tt

c cc v tr qun l ch cht trong cng ty u l ngi ca quc gia m cng ty m t tr s.

Chnh sch ny ph hp vi chin lc quc t.

Cc cng ty theo ui chnh sch nhn s tp trung v 3 l do:

Nc s ti thiu ngun nhn lc c trnh nm gi cc v tr qun l cao cp trong cng ty.

y l cch tt nht duy tr vn ha cng ty.

To gi tr cho chi nhnh nc ngoi bng cch chuyn giao nhng k thut mu cht, nng lc ct li cho chi nhnh ny.


Chnh sch nhn s tp trung(Ethnocentric)

Chnh sch nhn s tp trung ang trn thoi trong hu ht cc cng ty quc t b

Lm gii hn cc c hi ca ngi lao ngs ti.

C th gy ra thiu hiu bit v vn ha.

Gy bt bnh, nng sut lao ng thp hnchnh sch tr lng cho cc qun tr vin ngoi cao hn qun tr vin nc s ti.

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Chnh sch nhn s phn tn (Polycentric)

Chnh sch nhn s phn tn i hi phi thu nh qun l a phng v ch a nhn vin qun l nc ngoi vo m nhn nhng v tr quan trng trong cc chi nhnh ca cng ty nc ngoi.

Chnh sch ny ph hp vi chin lc a phng ha.

Thun li ca chnh sch ny l:

Gim thiu nhng sai lm ca nhng nh qun l nc ngoi trong cc vn lin quan n vn ha.

t tn km hn chnh sch nhn s tp trung.


Chnh sch nhn s phn tn(Polycentric)

Nhc im:

Cc nh qun l a phng t c c hi rangoi hc hi kinh nghimkhng th thngv tr cao hn chi nhnh ca h.

Khong cch hnh thnh gia qun tr vinphng v qun tr vin ca cng ty m.

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Chnh sch nhn s ton cu (Geocentric)

Chnh sch nhn s ton cu: l chnh sch m cng ty p

dng tm kim nhng ngi gii nht trong ton b cng ty khng k n quc tch ca h.

Chnh sch ny gp cho cng ty xy dng mt nn vn ha thng nht v mnh m, v mt mng li qun l khng chnh thc.

Ph hp vi cc cng ty theo ui chin lc ton cu ha chun hoc chin lc xuyn quc gia.

Lut nhp c ca cc chnh ph cc quc gia c th hn ch kh nng cc cng ty theo ui chnh sch ny.


Chnh sch nhn s ton cu(Geocentric)

u im:

Gip cng ty s dng ngun nhn lc mt cchhiu qu nht.

Gip qun tr vin tm c quc t tr nn quenthuc hn vi nhiu nn vn ha khc nhau.

Tn nhiu chi ph.

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Bng 1: So snh gia cc chnh sch nhn s

Chnh sch nhn

s

Chin lc kinh doanh

ph hp

u im Nhc im

Tp trung Quc t -Vt qua s thiu

thn nhng nh qun

l c nng lc

quc gia ch nh.

-Hp nht vn ha

-Chuyn giao nng

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