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KHO HC: K NNG LNH O QUN L
Bi 3: LP K HOCH CHIN LC
PGS.TS. Lu Ngc Hot Trng HY H Ni
nh ngha chin lc ca mt t chc
Chin lc l phng hng v quy m ca mt t chc trong di hn;
Mt t chc c chin lc tt s c kh nng sp xp ti u cc ngun lc trong mt mi trng cnh tranh nhm p ng nhu cu th trng v k vng ca cc bn lin quan;
Cc ni dung cn cp trong chin lc
1. Ni m t chc c gng vn ti trong tng lai (phng hng)
2. T chc phi cnh tranh trn th trng no v nhng loi hot ng no t chc thc hin trn th trng (th trng, quy m)?
3. T chc s lm th no hot ng tt hn so vi cc i th cnh tranh trn nhng th trng (li th)?
4. Nhng ngun lc no (k nng, ti sn, ti chnh, cc mi quan h, nng lc k thut, trang thit b) cn phi c c th cnh tranh c (cc ngun lc)?
5. Nhng nhn t t mi trng bn ngoi nh hng ti kh nng cnh tranh ca t chc (mi trng)?
6. Nhng gi tr v k vng no m cc bn lin quan trong v ngoi t chc cn?
2
Cc cp chin lc ca t chc
1. Chin lc t chc: Lin quan n mc tiu tng th v quy m ca t
chc p ng c nhng k vng ca cc bn lin quan.
y l mt cp quan trng do n chu nh hng ln t cc nh u t trong t chc v ng thi n cng hng dn qu trnh ra quyt nh chin lc trong ton b t chc.
Chin lc t chc thng c trnh by di dng ngn gn, r rng trong "tuyn b s mnh.
2. Chin lc kinh doanh: Lin quan nhiu hn ti vic lm th no mt t chc c
th cnh tranh thnh cng trn mt th trng c th. Lin quan n quyt nh chin lc v la chn sn phm, p ng nhu cu khch hng, ginh li th cnh tranh so vi i th, khai thc v to ra c cc c hi mi
3. Chin lc tc nghip: Lin quan ti vic tng b phn trong t chc s c t
chc nh th no thc hin c phng hng chin lc cp t chc v tng b phn trong t chc.
Bi vy, chin lc tc nghip tp trung vo cc vn v phn b v s dng cc ngun lc, qu trnh qun l, iu hnh v i x vi con ngi trong t chc cng nh cc bn lin quan khc.
Khi nim v qun tr chin lc
Qun tr chin lc l qu trnh thc hin cc quyt nh chin lc, bao gm 3 bc c mi quan h qua li l:
Phn tch chin lc La chn chin lc Thc hin chin lc
Phn tch chin lc l g?
L qu trnh phn tch v im mnh, v th ca t chc v hiu c nhng nhn t bn ngoi quan trng c th nh hng ti v th ;
Mt s cng c thng dng trong phn tch chin lc: PEST (Political, Economic, Social, Technological) PESTLE (Political, Economic, Social, Technological;
Legal, Environmental) SWOT (Strengths, Weakness, Opportunities, Threats)
3
Mi quan h gia PESTLE v SWOT
Dch v hin c Dch v mi
Th trng hin c
Th trng mi
Mi quan h gia chin lc v d n (Ma trn Ansoff - Chin lc tng dch v)
Tng thm nhp vo th trng hin
c
Pht trin DV mi, thch hp vi TT
hin c u t, pht trin DV hin c ti cc th trng mi
a dng ha DV, p ng nhu cu th trng mi
Cch tip cn theo d n ca mt t chc
Vic theo chc nng cng Lnh o
Sn phm Phng A Khoa B n v C
Tng s CB 15 20 12
Vic theo chc nng mm
DA A 2 1 3 PV DA SPDA
DA B 1 4 1 PV DA SPDA
DA C 3 2 1 PV DA SPDA
CB cn li 9 13 7
Lnh o Trng phng Trng khoa
Trng n v
Sn phm SP Phng SP Khoa SP BM
Cc yu t (factors): Kinh t, khoa hc - k thut, chnh tr, vn ho, x hi, t nhin
Cc ch th (actors): Ngi cung cp, nh ti tr, i tc cnh tranh/hp tc, nhm ch
Cu trc S mnh
Phong cch qun l
Vn ha t chc u
ra
u vo
H thng Chin lc
Phn cng (c th nhn thy)
Cch ng vin cn b
Mi trng bn trong t chc
T chc Phn mm
(khng d nhn thy)
4
M hnh t chc lng ghp: Integrated Organization Model (IOM)
Cc yu t (factors): Kinh t, khoa hc - k thut, chnh tr, vn ho, x hi, t nhin
Cc ch th (actors): Ngi cung cp, nh ti tr, i tc cnh tranh/hp tc, nhm ch
Cu trc S mnh
Phong cch qun l
Vn ha t chc u
ra
u vo
H thng Chin lc
Phn cng (c th nhn thy)
Phn mm (khng d nhn thy)
Cch ng vin cn b
Mi trng bn trong t chc
S mnh
u ra
Cch xc nh s mnh S mnh ca mt t chc l l sng ca n, hay ni cch khc, l (cc) mc tiu tng th v cch tip cn chnh gii thch v sao t chc tn ti v t chc mong mun t c g bng nhng phng tin g.
1. S mnh c c nu mt cch r rng khng? 2. SM c lin quan n lnh vc pht trin ca TC khng? 3. SM c c cc bn lin quan hiu v chp nhn khng? 4. SM c r rng v c nhn vin ng h khng? 5. SM c c bin thnh mc tiu di hn mt cch thch ng khng?
6. T chc c ng k mt cch hp php cha? 7. T chc c c mt thit nh r rng khng?
Cc yu t (factors): Kinh t, khoa hc - k thut, chnh tr, vn ho, x hi, t nhin
Cc ch th (actors): Ngi cung cp, nh ti tr, i tc cnh tranh/hp tc, nhm ch
Cu trc S mnh
Phong cch qun l
Vn ha t chc u
ra
u vo
H thng Chin lc
Phn cng (c th nhn thy)
Phn mm (khng d nhn thy)
Cch ng vin cn b
Mi trng bn trong t chc
S mnh
u ra
Chin lc
5
Cu hi xc nh chin lc 1. Chin lc c khp vi s mnh khng? 2. Chin lc c r rng v thit thc khng? 3. Chin lc c c bin thnh k hoch hng nm r
rng v thit thc khng? 4. K hoch hng nm c c theo di v lm cho thch
hp khng?
5. T chc c hon thnh cc k hoch hng nm theo ngn sch khng?
6. C k hoch lm vic r rng v hiu qu khng? 7. Nhn vin c c tham gia mt cch thch ng vo
cng vic hoch nh v theo di khng? 8. Cc chin lc v k hoch c tm cch gii quyt nhng
khc bit v gii tnh trong nhn vin v i tng khng?
Cc yu t (factors): Kinh t, khoa hc - k thut, chnh tr, vn ho, x hi, t nhin
Cc ch th (actors): Ngi cung cp, nh ti tr, i tc cnh tranh/hp tc, nhm ch
Cu trc S mnh
Phong cch qun l
Vn ha t chc u
ra
u vo
H thng Chin lc
Phn cng (c th nhn thy)
Phn mm (khng d nhn thy)
Cch ng vin cn b
Mi trng bn trong t chc
S mnh
u ra
Chin lc
Cu trc
Cu trc
1. Cu trc t chc c th hin r mi quan h cng tc gia cc n v khng?
2. Cu trc c th hin r h thng kim tra, gim st v s phn quyn trong bo co v ra quyt nh khng?
3. Gia cc b phn, n v v c nhn c mt s phn chia r rng v nhim v v trch nhim khng?
4. Nhn vin trong n v c hiu r v ng thun vi s phn cng ny khng?
5. S h tr v hu cn c c thu xp thch ng m bo b my hot ng tt khng?
6. Cc b phn c mt s phi hp hot ng tt khng? 7. Phn b cn b v lnh o theo gii nh th no?
Cc yu t (factors): Kinh t, khoa hc - k thut, chnh tr, vn ho, x hi, t nhin
Cc ch th (actors): Ngi cung cp, nh ti tr, i tc cnh tranh/hp tc, nhm ch
Cu trc S mnh
Phong cch qun l
Vn ha t chc u
ra
u vo
H thng Chin lc
Phn cng (c th nhn thy)
Phn mm (khng d nhn thy)
Cch ng vin cn b
Mi trng bn trong t chc
S mnh
u ra
Chin lc
Cu trc
H thng
6
Cc yu t (factors): Kinh t, khoa hc - k thut, chnh tr, vn ho, x hi, t nhin
Cc ch th (actors): Ngi cung cp, nh ti tr, i tc cnh tranh/hp tc, nhm ch
Cu trc S mnh
Phong cch qun l
Vn ha t chc u
ra
u vo
H thng Chin lc
Phn cng (c th nhn thy)
Phn mm (khng d nhn thy)
Cch ng vin cn b
Mi trng bn trong t chc
S mnh
u ra
Chin lc
Cu trc
H thng
Phong cch qun l
M hnh li qun tr ca Mouton (i ni)
Low 1 2 3 4 5 6 7 8 9 High Quan tm n sn xut
Qua
n t
m n
con
ngi
5.5 Qun tr kiu n ha
1.9 Qun tr kiu Cu lc b
1.1 Qun tr kiu Bn cng ha
9.1 Qun tr kiu Quyn uy v S tun th
9.9 Qun tr kiu tnh ng i
Low 1
2
3
4
5
6
7
8 9
High
M hnh win-win ca Peter Jessen (i ngoi)
Low 1 2 3 4 5 6 7 8 9 High Mc thnh cng
Mi
qua
n h
5.5 Tha hip)
1.9 Thua - Thng (Nhng b)
1.1 Thua Thua (cn trnh)
9.1 Thng Thua (Cnh tranh)
9.9 Thng - Thng (Hp tc)
Low 1
2
3
4
5
6
7
8 9
High
M hnh win-win ca Peter J. Jessen
7
Gii thch ngha cc bc v Phong cch qun l
Ti thua Ti thng
Anh thua
Anh thng Anh thng Ti thng
Tn trng nguyn tc hai bn cng c li (win-win collaboration) trong qun l
Phong cch lm vic Lng nghe, tip nhn phn hi, chia s, hc
tp lin tc theo l thuyt ca s ca Johari
Vng m (public area)
Vng cha bit (unknown area)
Vng b mt (secret area)
Vng m (blind area)
Ti ng y
Anh ng y L
ng
nghe
Khm
ph
Chia s
8
Ngi lnh o tt nn thuc nhm no?
Vng m
Vng b
mt
Vng cha bit
Vng m
Vng m
Vng cha bit
Vng m
Vng m
Vng b mt
Vng cha bit
Vng m
Vng m
Vng b
mt
Vng cha bit
Vng m
Vng b mt
A B
C D
c im ca i ng cn b theo thuyt Khuch tn s i mi ca Rogers
Ngi xut s i mi
Nhm ngi rt sm chp nhn s i mi
m ng ng h v chp nhn s i mi
m ng chm chp nhn s i mi
Nhm ngi khng hng ng i mi
Tn nhm
c tnh tng nhm Mi quan h vi ng nghip,
1. Nhm xut s i mi (2.5%)
L ngi xut hoc lun tm kim s i mi;
Rt quan tm n s tin b v xu th ca x hi;
C c hi tip cn vi cc ngun lc khc nhau;
Thng hot ng nhiu ngoi t chc ca h.
Thng kh ha nhp vi nhng ng nghip khc trong cng t chc.
Tn nhm
c tnh tng nhm Mi quan h vi ng nghip,
2. Nhm rt sm chp nhn i mi (13.5%)
C cch nhn thin ch vi s i mi;
Bit lng nghe, chia s, thch hc hi;
Hng ng v say m p dng i mi.
Khi nhm ny tham gia vo p dng s i mi, qu trnh i mi s rt din ra nhanh v rng ri.
Thng ha nhp tt trong t chc v c nhiu ngi knh n; Thng c nhiu im tng ng vi nhng ngi trong t chc v c im KT, XH v tnh cch; Nhng ngi lnh o hiu qu thng xut hin t nhm ny.
9
Tn nhm
c tnh tng nhm Mi quan h vi ng nghip,
3. Nhm ng h v chp nhn s i mi (34%)
Chp nhn cc tng mi trong thi gian di hn hai nhm trn,
Tnh bo th cao hn nu h v tr lnh o.
L lc lng quan trng m bo i mi c nhn rng, nhng cn phi c cc bin php ng vin thch hp.
Khng thch hp l ngi lnh o ca t chc.
Tn nhm
c tnh tng nhm Mi quan h vi ng nghip,
4.
Nhm chm chp nhn s i mi (34%)
Thng hoi nghi, khng chp nhn cc tng mi cho ti khi hu ht ng nghip chp nhn.
Thng bo th, t lng nghe, t chia s, giu dt;
Ha nhp vi tp th nhng l lc lng t c knh n, tn trng bi ng nghip;
Khng thch hp l ngi lnh o ca t chc.
Tn nhm
c tnh tng nhm Mi quan h vi ng nghip,
5. Nhm khng hng ng s i mi (16%)
L nhng ngi cui trong t chc chp nhn i mi;
i khi cn thit phi c p lc t nhiu pha;
Mt s cn c th c t tng chng i s i mi.
Thng t c quan tm, bi cc ng nghip;
Thng sng tch bit so vi cc ng nghip khc trong mt t chc.
Nhm tin phong (Critical mass)
Vai tr ca nhm tin phong trong khuch tn s i mi
Mt s i mi ch c th din ra vi tc nhanh khi to c mt nhm tin phong Khng mt tp th no c th i mi
nu ch c lnh o mun i mi
10
Cc yu t (factors): Kinh t, khoa hc - k thut, chnh tr, vn ho, x hi, t nhin
Cc ch th (actors): Ngi cung cp, nh ti tr, i tc cnh tranh/hp tc, nhm ch
Cu trc S mnh
Phong cch qun l
Vn ha t chc u
ra
u vo
H thng Chin lc
Phn cng (c th nhn thy)
Phn mm (khng d nhn thy)
Cch ng vin cn b
Mi trng bn trong t chc
S mnh
u ra
Chin lc
Cu trc
H thng
Phong cch qun l
Cch ng vin cn b
Ni dung c bn ca thuyt Maslow (1943) Bc thang nhu cu ca Maslow
11
Nhu cu c bn (basic)
Nhu cu an ton (safety)
Nhu cu v x hi (social)
Nhu cu c qu trng (esteem)
Nhu cu v nhn thc (cognitive)
Nhu cu v thm m (aesthetic)
Nhu cu c th hin (self-actualizing)
Mun gip ngi khc tin b
(transcendence)
Thuyt Maslow - 1990
Theo l thuyt ca Adams
Khi ngi lao ng cm thy nhng ng gp ca mnh khng c n p xng ng, h s khng hng khi lm vic, s gim ng gp v c th mun chuyn cng tc. Tiu chun cng bng m ngi lao ng
a ra thng da trn tiu chun th trng.
ng gp ca ngi lao ng: thi gian, kh nng, n lc, nng ng, nhit tnh, trung thnh, khoan dung, chnh trc, tn ty, ng tin
cy, s hy sinh c nhn
Ci m ngi lao ng mun c: Lng, thng, phc li, an ton,
thch th, c ghi nhn, s trng thnh, ni ting, c khen ngi, giao trch nhim, s hng th
Thuyt ng vin ca Herzberg Cn b khng
hi lng v khng c ng vin
Cn b hi lng nhng cha c ng vin
Cn b hi lng v c ng
vin
Cc yu t c bn
1.iu kin lm vic tt 2.Gim st ca cp trn ng mc 3.Thu nhp m bo cuc sng, 4.An ton, n nh trong cng vic 5.Chnh sch thch hp v thuyt phc 6.Quan h tt vi cp trn, cp di v ng nghip
7.Cuc sng ring t thun li.
Cc yu t ng vin
1.Thnh cng trong cng vic 2.ng gp c ghi nhn bi
lnh o v ng nghip 3.Thch th vi vic c giao 4.c giao trch nhim 5.C c hi c giao cng vic
tt hn 6.Cng vic to iu kin cho c
nhn pht trin i ln
Cc yu t (factors): Kinh t, khoa hc - k thut, chnh tr, vn ho, x hi, t nhin
Cc ch th (actors): Ngi cung cp, nh ti tr, i tc cnh tranh/hp tc, nhm ch
Cu trc S mnh
Phong cch qun l
Vn ha t chc u
ra
u vo
H thng Chin lc
Phn cng (c th nhn thy)
Phn mm (khng d nhn thy)
Cch ng vin cn b
Mi trng bn trong t chc
S mnh
u ra
Chin lc
Cu trc
H thng
Phong cch qun l
Vn ha t chc
Cch ng vin cn b
12
nh ngha v Vn ha t chc
Vn ha t chc l tp hp cc gi tr v qui tc c cc c nhn v cc nhm trong mt t chc chia x vi nhau.
Cc gi tr v qui tc ny qui nh cch thc ng x ca mi ngi vi nhau v gia nhng ngi trong t chc vi cc bn c lin quan nm ngoi t chc.
10 Vai tr m nh lnh o v qun l cn c
H tr
Gim st
iu phi
Sn xut
Ch o
t ph
i mi
Hng Dn
C tm nhn
Nh qun l vn ha
Cc c tnh c bn v vn ha t chc S t qun ca cc c nhn trong t chc (trch
nhim, tnh c lp, ng x, phong cch lm vic...). Cc c ch ca t chc (cc qui tc, quy ch, iu l ring).
S h tr ca cc nh qun l vi nhn vin. Tinh thn on kt, tinh thn ng i trong t chc S xem xt, khen thng, cch khen thng v
nhng cn c, c s ca n. Xung t, sc chu ng v cch gii quyt nhng
xung t. Cc ri ro c th c v s chu ng nhng ri ro.
Cc yu t ca vn ha t chc
1. Chin lc ca t chc: T chc hot ng trn lnh vc no? S mng, tm nhn ca t chc l g? Cc gi tr ca t chc l g?
2. H thng kim sot: Qu trnh theo di gim st ca t chc c thc hin nh th no?
3. Cu trc ca t chc: ng dy bo co c lp ra nh th no? Cc cp bc trong t chc l g? Cch thc tin hnh cng vic nh th no?
4. Cu trc quyn lc: Ai l ngi quyt nh trong t chc? Quyn lc trong t chc phn phi nh th no? Quyn lc trong t chc da vo ci g?
13
Cc yu t ca vn ha t chc (tip)
5. Cc biu tng: bao gm nhiu th, t logo ca t chc cho n cch thc sp xp bi u xe, trang tr khu v sinh, bi tr vn phng..
6. Cc nghi thc v l thi: Cch t chc cuc hp nh th no? Cc mu biu bo co nh th no?...
7. Cu chuyn v cc huyn thoi: loi cu chuyn no thng c trao i trong t chc? Cc cu chuyn ny ni v nhng con ngi no v v cc bin c g? Cc cu chuyn thng cha ng nhng ni dung g bn trong v bn ngoi t chc? Hnh nh ca ngi lnh o t chc nh th no trong cc cu chuyn ny?
6 m hnh VHTC lin quan n lnh o
1- Vn ha quyn lc: Th trng c quan nm quyn lc hu nh tuyt i; Thi ca TC cng mang nh hng quyn lc thng c
xu hng tn cng, cnh tranh trong ni b v vi bn ngoi;
Nhn vin cng thng c biu hin tham vng quyn lc, thm ch c th hi sinh li ch kinh t c ngi ln u thin h.
2- Vn ha gng mu: Lnh o mong mun c lm gng cho cp di noi theo. Lnh o thng l ngi c tm c v ti nng v c , c mi ngi sng bi, knh phc.
Nhn vin thng ch trng n qui tc, chun mc, n np.
6 m hnh VHTC lin quan n lnh o 3- Vn ha nhim v: Vai tr ngi L khng quan trng nh trong 2 m hnh trn; Chc v trong t chc theo m hnh ny da trn nhim v c giao hn l da trn h thng phn b quyn lc;
Nhn vin thng lm vic trong nhng nhm chc nng theo tng DA nn thc team work cao hn thc quyn lc;
4- Vn ha chp nhn ri ro: Ngi lnh o khuyn khch nhn vin lm vic sng to, L phi tin tng v trao quyn cho cp di Cp di phi dm chu trch nhim, dm mnh dn x l cc
vn theo nguyn tc ph hp vi quyn li chung ca t chc khi cha nhn c ch th trc tip t cp trn.
6 m hnh VHTC lin quan n lnh o
5- Vn ha cao vai tr c nhn: Thng p dng vi cc t chc c tnh hc thut cao nh
vin NC, trng H, cc cng ty ln, Tng c nhn c tnh t tr tng i cao. Vai tr ca ngi L l hng dn nhng c nhn c u
c sng to cao vo cc mc tiu chung ca t chc; L khng nn c thi ph trng quyn uy i vi CB.
6- Vn ha cao vai tr tp th: Vai tr ca ngi L c ha tan v chia s cho mt nhm
ngi theo kiu b tc, hi ng k mc, bang hi...
Tuy nhin mt s L c th s dng sc mnh tp th t cc mc tiu ring ca mnh.