Nghin cu chin lc khc bit ha ca Boeing

Li m u

Hin nay, ton cu ha tr thnh mt xu th tt yu ca nn kinh t th gii. Ton cu ha em th gii li gn hn thng qua vic trao i hng ha, giao lu v kinh t, vn ha, x hi gia nhiu quc gia vi nhau. Tuy nhin, tc hi nhp ton cu nhanh chng cng to ra nhiu thch thc mi, i hi cc cng ty a quc gia phi c nhng chin lc cnh tranh ph hp, ng n c th cnh tranh trong mi trng kinh doanh khc lit hin nay. Mt trong nhng chin lc cnh tranh quan trng ca doanh nghip l chin lc khc bit ha; theo doanh nghip kim sot li th cnh tranh nh cc gi tr c th c th trng chp nhn v nh gi cao.Boeing l mt mt trong nhng cng ty hng khng ln, nh sn xut cc loi my bay ch khch thng mi v cc h thng an ninh, khng gian v quc phng ng u th gii trong nhiu nm. Boeing787 l mu my bay mi m Boeing trin khai t nm 2003 v c coi l con t ch bi trong chin lc cnh tranh ca Boeing. Vi chin lc cnh tranh bng sn phm mi ny, Boeing gi vng c v th vn c ca mnh trong ngnh hng khng, ng u vi p lc cnh tranh t nhng i th ln. Trong bi tiu lun ny, nhm chng em xin trnh by nhng ni dung xoay quanh chin lc khc bit ha ca Boeing vi sn phm Boeing 787. Do kin thc cn hn ch nn bi vit cn nhiu thiu st, chng em mong nhn c s gp ca c gio. Xin cm n chn thnh n c gip chng em hon thnh bi tiu lun ny!

Gii thiu chung v cng ty BoeingGii thiu chungBoeing l hng sn xutmy bayln nht th gii c tng hnh dinh tiChicago, Illinois. n nm 2007, Boeing vn l tp on sn xut v kh ln nht th gii v tut xung v tr th 3, sauLockheed Martin v BAE Systemvo nm 2008 ( theo bo co ca SIPRI). Hin nay, Boeing l mt trong nhng cng ty dn u v k thut v cng ngh hng khng trn ton th gii.Boeing c hn 168000 nhn cng trn 70 quc gia khc nhau. Lch s cng tyNgy 15/7/1916, ti thnh ph Settle, Wasington, M, William E.Boeing cng vi George Conrad Westervelt (mt k s hi qun Hoa K) thnh lp mt cng ty hng khng t tn l B&W. n nm 1917, cng ty tr thnh Boeing airplane company.Nm 1927, William E.Boeing thit lp mt hng hng khng ring v t tn l Boeing Air transport. Nm 1929, cng ty i tn thnh United aircraft and Transport Corporation. Nm 1934, cng ty tch ra thnh 3 cng ty nh l: Boeing airplane company, United airline v United aircraft transportation.Thng 6 nm 1938, chuyn bay u tin ca Boeing 314 Clipper c din ra mt cch tt p. u nm 1924, Boeing B-17 v B-29 c sn xut. Nm 1958, Boeing xut xng my bay B-707 v sau vi nm l B-720, B-727. Nm 1967, Boeing gii thiu chic B-737 u tin. Sau l hng lot cc mu my bay mi ngy ci c ci tin ti tn v hin i hn nh B-747, B-757, B-767.Gn y nht, Boeing ang gii thiu mt loi my bay mi, 787 Dreamliner, loi tm bay cc xa B777-200LR, B737-900ER, B747-8. Boeing 787 trc y c bit n nh l Boeing 7E7, nhng thit k c thay i v ci tin ng k.Cc lnh vc kinh doanhBoeing c 2 ngnh kinh doanh chnh l H thng thit b khng gian v quc phng (IDS) v My bay dn dng (Commercial Airplanes).Intergrated Defense System (IDS)- H thng thit b quc phngIDS l 1 trong nhng lnh vc kinh doanh ln nht ca Boeing. IDS c 7 khch hng chnh vi nhng knh bn hng c lp: Aerospace Support, Air Force Systems Army Systems, Missile Defense Systems, NASA Systems, Naval Systems and Space & Intelligence Systems.Boeing l nh thu qun s ln th nh ca Chnh ph M nm 2010 vi tng gi tr hp ng khong 19,5 t USD. Doanh thu t bn v kh ca tp on ny nm 2010 t 31,36 t USD chim 49% tng doanh thu. Tng li nhun t 3,31 t USD.Commercial Airplanes My bay dn dngMy bay dn dng l mt ngnh kinh doanh mang li li nhun ln khc ca Boeing. Boeing ch yu sn xut my bay dn dng c ln c sc cha t 100-550 hnh khch, cng nh cung cp a dng cc dch v qun l vng i sn phm ca cc dng sn phm do hng sn xut.Cc dng sn phm chnh ca Boeing Commercial Airplanes:

Bng 1: Bng tng hp cc dng my bay thng mi tnh n thng 4/2004 (boeing.com).

n nay, hng c thm dng sn phm Boeing 787 Dreamliner ra mt ln u vo nm 2007 v bt u i vo hot ng thng mi vo thng 10 nm 2011.Tnh n nay, dng sn phm bn chy nht ca Boeing l dng my bay dn dng 737 vi hn 5.300 sn phm c bn ra k t nm 1967 (Theo bo co tng kt trn Website Boeing.com). Dng my bay ny vn ang c sn xut.Kt qu kinh doanhDoanh thu Doanh thu nm 2013 l khong 86,6 t la, tng 6% so vi nm 2012 (81,7 t la); t sut li nhun nm 2013 l 9,1% tng 0,3% so vi nm 2012 l 8,8% ( Ngun bo co ti chnh nm 2013 ca Boeing).Doanh s:Nm 2013, doanh s ca Boeing vt mt i th Airbus. Ngi i din cng ty cho bit trong nm cng ty giao 601 chic my bay v nhn c n t hng l 1.205 chic.Tm nhn, gi tr, s mnh, mc tiu ca cng tyTm nhnTm nhn ca Boeing: mi ngi lm vic vi nhau nh mt doanh nghip ton cu v v tr dn u ngnh hng khng.Lm sao lm c iu :Tt c mi ngi lm vic nh mt Boeing thng nht;Mang li gi tr cho khch hng;Dn u v i mi;y mnh tng trng thng qua nng cao nng sut lao ng;Tn dng li th ton cu. xc nh c tm nhn ca mnh, Boeing nh gi v th ca doanh nghip trong thi im hin ti cng nh v tr mi m h mong mun t c trong tng lai. Boeing nh ra nhng trng tm trong kinh doanh m h phi quan tm c bit:Tp trung quan tm v nghin cu chi tit v khch hng;Vn ti nhng nh cao v cng ngh;Tch hp cc h thng vi quy m ln;Gii php cho vng i sn phm;Doanh nghip sn xut tinh gn ton cu.Gi tr:Ti Boeing, nhng gi tr chung c to ra nhm gip Boeing t nh ngha bn thn cng nh nhng kim ch nam hnh ng Boeing sm t n v tr m n mong mun. Nhng gi tr m Boieng coi trng l:S trung thc: Boeing xy dng nhng tiu chun o c cao nht v cam kt tun theo nhng tiu chun . Mi ngi s phi chu trch nhim c nhn trc mi hnh ng ca mnh.Cht lng: Boeing c gng c c cht lng dn u v khng ngng ci tin v mi mt v vt qua mi k vng ca cc bn lin quan.An ton: Boeing coi trng cuc sng v sc khe ca mi ngi v cam kt s hnh ng duy tr s an ton trong mi trng lm vic, trong sn phm v dch v. Boeing s khng v hon thnh mc tiu v cht lng, chi ph, tin m xem nh vn an ton.a dng v thng nht: Boeing coi trng nhng k nng, im mnh v quan im ca mi c nhn. iu to ra s a dng Boeing. Nhng ng thi, cng ty cng khuyn khch tinh thn hp tc, mi ngi cng tham gia trong vic tm kim nhng gii php tha mn khch hng, t t c mc tiu ca cng ty.Thnh tht v tn trng: Boeing hnh ng trn tinh thn thng thn, nht qun v trung thc trong mi vn . Cng ty coi trng vn ha ha ng, ci m, mi ngi u c i x bnh ng v c c hi ng gp nh nhau.Cng ng doanh nghip: Boeing s l mt i tc, hng xm, cng dn c trch nhim vi cng ng v khch hng. Cng ty mong mun em li hnh phc, sc khe cho mi ngi, gai nh v cng ng. Cng ty s bo v mi trng, h tr gio dc v nhng vn x hi khc.S thnh cng ca cc bn lin quan: Boeing s cung cp cho khch hng nhng t ph tt nht v mt li th cnh tranh trn th trng ca h. Cng ty s cho ngi lao ng mt mi trng lm vic an ton, o c vi nhng khon i ng hp dn v c hi c ng gp nhiu hn cho doanh nghip. Boeing s gia tng gi tr cho c ng, thc hin hp tc kinh doanh hp php v c o c vi cc nh cung ng; xy dng mt cng ng mnh trn khp th gii.S mnhS mnh ca cng ty l tr thnh mt trong nhng cng ty hng khng hng u trn th gii v l mt trong nhng mi quan tm hng u cng nghip v cht lng, li nhun v tng trng. ( Boeing, 1995)Mc tiuMc tiu c bn ca Boeing l ci thin hiu sut, cht lng v li nhun ca mi sn phm, dch v m hiu sut v cht lng c o bng s hi lng ca khch hng, v li nhun c o bng cch xem xt gi tr tng thm ca cc c ng ( Boeing, 1997). t c cc mc tiu chin lc trn cng nh thc hin c tm nhn, s mnh ca cng ty, Boeing thit lp mt b tiu chun cc mc tiu bao gm: ci tin lin tc, i ng nhn vin nng ng v bi bn, ban qun l c nng lc v tp trung, cng ngh hin i , sc mnh v ti chnh v s cam kt tnh n ton vn trong tng lai.

MI TRNG KINH DOANH CA BOEINGMi trng bn ngoiMi trng v m: Mi trng kinh t:K t khng hong ti chnh 2008, nn kinh t th gii lm vo suy thoi nghim trng. Vi nm tr li y, kinh t c du hiu phc hi, cc khu vc bt u tng trng tr li nhng cn kh chm, chu u bt u vc dy sau suy thoi. Tuy vn tn ti nhiu nguy c thch thc nhng tnh hnh kinh t th gii trong vi nm ti c d bo s sng sa hn. Lin hp quc nhn nh: vi nhng du hiu ci thin nh hin nay, tng trng kinh t ton cu s ci thin trong vng hai nm ti v c th t mc 3% trong nm 2014; 3,3% trong nm 2015, cao hn so vi mc 2,1% trong nm 2013.Mt s tc ng ng k ca mi trng kinh t n hot ng sn xut kinh doanh ca Boeing c th k n: Kinh t suy thoi em: n c thch thc cng nh c hi cho Boeing.Nhu cu i li (du lch v cng vic) gim mnh lm nhiu hng hng khng lm vo tnh trng kh khn, thua l thm ch ph sn; do cu my bay trn th trng b st gim nghim trng. Tuy nhin vi nm tr li y, tnh hnh c khi sc, lng cu tng tr li, ngnh tip tc tng trng.Khng khong, suy thoi to iu kin cho vic tin hnh cc thng v mua li, gip cng ty tin hnh hi nhp theo chiu dc, m rng phm vi v quy m kinh doanh. T gi hi oi: Thi gian gn y, ng -la M c xu hng mt gi so vi cc ng tin khc trn th gii nh Bng Anh, Euro, Yn Nht, Nhn dn t. Trong khi cc giao dch ca Boeing c thc hin bng ng -la M th i th chnh Airbus li s dng ng Euro, nh lm cho sn phm ca Boeing mt gi r hn tng i mt li th cnh tranh v gi. Gi du tng: Gi du th gii thi gian gn y thng bin ng mnh v khng ngng xc lp nhng k lc mi; khin cho gi nguyn liu, chi ph vn hnh ca ngnh hng khng tng cao. y va l thch thc nhng ng thi cng l thch thc i vi doanh nghip sn xut my bay. Mt mt, iu ny khin cho vic i li bng my bay tr nn t hn, cc hng hng khng kinh doanh kh khn hn, gy ra kh khn cho ngnh sn xut. Mt khc, n khin cc nh kinh doanh hng khng ngy cng c nhu cu vi cc my bay s dng nhin liu hiu qu hoc r hn.Mi trng chnh tr - php lutMi trng chnh tr php lut cng c nh hng rt ln n hot ng kinh doanh ca Boeing, c th k n mt s ni dung:Hoa K l nc lin bang, nn chnh tr b chi phi bi hai ng Dn ch v Cng ha thay nhau nm quyn. Boeing xy dng c mt mi quan h kh cht ch vi chnh quyn lin bang, c bit l Khng lc Hoa K (US Air Force), Cc hng khng lin bang M (FAA) v C quan hng khng v tr M (NASA). Do , chnh ph Hoa K, nhn chung, to ra nhiu chnh sch kh thun li cho s pht trin ngnh ch to my bay ni chung v c bit l Boeing ni ring. C th l:Trong nhiu nm lin, Boeing kim c nhiu n t hng vi gi tr ln t chnh ph M.Cc chnh sch h tr t chnh ph i vi ngnh hng khng nh gim thu, h tr trong R&D, tr gi xut khu vi tng gi tr c tnh hng t -la c duy tr trong nhiu nm. Tuy nhin, cuc tranh ci xung quanh cc khon tr cp khng cng bng cho ngnh hng khng gia M v EU khin c hai bn phi cam kt np pht v cam kt chm dt cc khon tr gi tri lut ny.Trong cc n lc t do ha ngnh hng khng, Hoa K v EU k kt Hip nh Bu tri m, xa b hon ton cc ro cn i vi cc chuyn bay qua i Ty Dng. Tha thun ny c c tnh s thu ht thm 26 triu hnh khch qua li, tng 15,8 t -la doanh thu cho cc hng hng khng v to thm khong 80.000 vic lm. Cng vi mt lot cc tha thun quc t khc nh tha thun min thu kinh doanh my bay thng mi phn lc c ln t 1979, hip nh ny to thun li rt ln cho s pht trin ca ngnh sn xut my bay thng mi.Tuy nhin, bn cnh nhng chnh sch c li cho Boeing, mt s chnh sch php lut ca Hoa K cng ngn cn, hn ch Boeing trong vic bn cc b phn hay my bay ca mnh ti mt s th trng nh Iran, Iraq, Afghanistan v Pakistan.Ngoi Hoa K, Boeing cn chu nhiu nh hng ti t nn chnh tr php lut ca cc nc khc trn th gii. Nhng chnh sch ca cc quc gia, khu vc trn th gii nh Trung Quc, Nga hay EU h tr cho ngnh cng nghip sn xut my bay trong nc cng tc ng n Boeing trn hai kha cnh: hn ch s xm nhp, pht trin ca Boeing ti cc th trng ny; v to ra li th cnh tranh cho cc i th ca hng.Mi trng vn ha x hi:Boeing cung cp sn phm v dch v trn th trng hn 150 quc gia v vng lnh th. Mi th trng ny c nhng c trng vn ha, x hi ring c th tc ng n hot ng kinh doanh ca cng ty. Cc yu t ca mi trng vn ha x hi nh: dn s (s dn, t l gia tng dn s), nim tin, t tng, li sng, phong cch tiu dng, s nh hng n nhu cu, nn u cn c nghin cu mt cch k cng.V d: Ngi chu ang thay i thi quen i li, ngy cng c xu hng s dng my bay thay cho t, tu ha. Hay mt s khu vc c t tng bi M nn khng a thch dng cc sn phm dch c ca M,Mi trng t nhin:Cc yu t mi trng t nhin c nh hng gin tip n Boeing thng qua nh hng ca chng n cc nh cung cp ca Boeing. Boeing hin c hn 28.000 nh cung cp, nm ri rc 3 chu lc (M, u, ). Cc iu kin t nhin nh ti nguyn, kh hu, thi tit tng vng c th c th s gy ra nhng nh hng xu n qu trnh sn xut, nh hng n cht lng sn phm v thi hn giao hng ca h.Mt v d cho tc ng ny: Nm 2011, trn ng t lch s xy ra pha ng Nht Bn. Thm ha ny khng gy hi cho nc M, tuy nhin Boeing li b nh hng nghim trng. L do l 35% nh cung cp chnh ca cng ty hot ng ti Nht Bn, h phi ngng hot ng hoc chm giao hng. Mi trng cng ngh: Khoa hc cng ngh trong nhng nm qua pht trin khng ngng ngh em n thun li nhng ng thi cng gy ra nhiu kh khn cho cng ty:S pht trin ca cng ngh, c bit l cng ngh vt liu nhn to, cng ngh thng tin v cng ngh my tnh cho php Boeing to ra nhng my bay nhanh hn, nh v an ton hn, trin khai ng dng cc quy trnh qun l hin i, hiu qu hn, qua to ra u th cnh tranh so vi cc i th cng ngnh.Tuy nhin, s pht trin trn ng thi cng gy ra kh khn cho cng ty: Boeing phi khng ngng i mi, u t nhiu cho R&D khng b cc i th vt qua. To iu kin cho cc sn phm thay th ra i v pht trin. Cng ngh c bit l cng ngh thng tin, mng li vin thng pht trin lm xa nha bt khong cch a l, lm gim nhu cu di chuyn ca con ngi, qua tc ng n lng cu sn phm ca Boeing.Mi trng ngnhKhi qut tnh hnh v trin vng ngnh sn xut my bay thng miK nguyn hng khng hin i bt u khi ngi u tin bay ln khng trung bng mt kh cu kh nng vo ngy 21/11/1783, do anh em nh Montgolfier thit k, n ngy 17/12/1903, Anh em nh Wright bay thnh cng trn mt chic my bay t ch thit k to c gn ng c, d chic my bay ch bay c mt qung ng ngn do gp vn v iu khin. K t n nay, nhu cu i li bng my bay khng ngng gia tng, ngnh vn ti hng khng ngy cng pht trin. Trn nn tng y v cng vi s pht trin nh v bo ca khoa hc cng ngh hin i, ngnh cng nghip sn xut my bay cng pht trin mt cch mnh m. Cuc khng hong kinh t ti chnh ton cu nm 2008 gy ra nhiu kh khn cho tt c cc ngnh kinh t ni chung v ngnh sn xut my bay ni ring. Nm 2009, doanh thu ton ngnh gim 4,1%. Tuy nhin, ngnh cng nghip ny nhanh chng ng ph v phc hi vi mc tng trng trung bnh 1,7%/nm, ring nm 2013 t tc tng trng 2,5% v doanh thu ton ngnh t 270,6 t USD. Ngnh sn xut my bay d kin s cn tip tc tng trng mnh da trn nhng tnh ton d bo trin vng v nhu cu tng lai. Theo , n nm 2030, s lng my bay ch khch trn ton cu s nhiu hn gp i con s 19.410 chic hin nay, tng ln n 33.500 my bay. Con s ny bao gm khong 27.800 my bay s c giao, trong c 10.500 my bay s c thay th cho nhng chic my bay c,gip gim tiu hao nhin liu v em li hiu qu cao. Nhu cu v cc loi my bay ln hn cng s tip tc tng, gip cho ngnh hng khng bt kp tc gia tng nhu cu tng lai.

Xt v mt a l, trong vng 20 nm ti, khu vc Chu - Thi Bnh Dng s chim khong 34% nhu cu, tip theo l Chu u 22% v Bc M 22%. Nu tnh v mt lu lng hng khch, Chu - Thi Bnh Dng s l th trng ln nht vi 33%, tip theo l Chu u 23% v Bc M 20%.Xt v lu lng hnh khch th trng trong nc, n 9,8% v Trung Quc 7,2% s c tc tng trng nhanh nht trong vng 20 nm ti. Cc th trng hng khng hot ng t lu nay cng s tip tc pht trin nh th trng ni a ca M 11,1% v trong khu vc Ty u 7,5%.Phn tch mi trng ngnh theo m hnh 5 p lc cnh tranh ca Michael Porter c mt ci nhn c th hn v mi trng ngnh sn xut my bay thng mi, ta s tin hnh phn tch da trn m hnh 5 p lc cnh tranh ca Michael Porter.i th cnh tranh hin ti:Trong qu kh c rt nhiu hng ch to my bay dn dng, nhng hin nay ch c 5 hng ch to chnh chia nhau th phn my bay vn chuyn dn dng: Boeing tr s Hoa K Airbus - tr s Chu u Bombardier - tr s Canada Embraer tr s Brazil Tupolev tr s Nga ( hp nht vi United Aircraft Building Corporation)Trong khi th trng my bay thn hp, bay trong phm vi khu vc v dng my bay business (my bay do cc cng ty a quc gia s hu) ch yu do Bombardier v Embraer chim lnh, th trng my bay dn dng c ln hin nay l cuc cnh tranh khc lit ca hai g khng l Boeing v Airbus. Sau y l biu th phn ngnh cng nghip my bay nm 2011 theo s liu ca IBIS World:

Nh vy, v c bn, i th chnh v ng gm nht ca Boeing l Airbus. Airbusbt ulmt tp onsn xut my bay Airbus Industry, l mt sn phm hp tc ca 4 nc chu u l Php c Anh Ty Ban Nha. V c cu, 100% c phn ca Airbus l do tp on Tng cng ty hng khng, quc phng v khng gian chu u (EADS) nm gi. EADS l s sp nhp ca cc hng Daimler Chrysler (c), Aerospace (Anh), Aerospatiale Matra (Php) v CASA (Ty Ban Nha) vo nm 2000.T khi thnh lp, Airbus khng n thun l mt hng sn xut a quc gia, m cn l biu tng ca nht th ho chu u, nim t ho cng ngh ca ngi chu u, l in hnh ca m hnh c phn m c ng va l Nh nc, va l tp on t nhn. Mc d gia i sau Boeing n 54 nm, Airbus c nhng bc pht trin v cng mnh m, v cnh tranh quyt lit vi Boeing trn tng phn khc sn phm.Sau y l mt s s liu v tnh hnh cnh tranh ca hai hng: Chi ph pht trin sn phm:Category

AirbusDevelopment CostBoeingDevelopment cost

Single Aisle Family ModelA-319757

A-320$2.5 bn737- 200

A-321767$1.5 bn.

A-318757-300

Wide Bodied Aircraft ModelA-350767,747

A-330$3.5 bn777

A-340$ 3.5 bn

Super JetA-380$15 Bn787$ 8 Bn

S lng n t hng mi:

S lng my bay giao:

Th trng my bay mi ca Airbus v Boeing cng ang b thu hp do vp phi s cnh tranh ln t Tp on Cng nghip Hng khng Trung Quc (AVIC). Cng ty con ca tp on l Cng ty my bay Thng Mi Trung Quc COMAC ch to thnh cng my bay thn hp 168 ch ngi (C919) v nhiu hng hng khng Trung Quc c xu hng chuyn sang s dng my bay sn xut trong nc. Khch hng:Khch hng ca cc cng ty sn xut my bay ch yu l cc hng hng khng v cc cng ty cho thu my bay. V th ca cc khch hng ny nhn chung l tng i cao do tnh cht cnh tranh ca th trng my bay hin nay. Cng ty lo s mt th trng v v th nu khch hng quay sang la chn i th chnh l Airbus, do h lun tm cch thuyt phc, a ra cc quy nh c li thu ht khch hng. Thm na, vi nm qua, do nh hng ca khng hong kinh t, cc hng hng khng c xu hng ti u ha hot ng, ct gim u t my bay mi lm cho cnh tranh trong ngnh cng quyt lit, v th ca ngi mua cng c cao hn.Tuy nhin, khch hng khi mun thay i nh cung cp cng s phi xem xt n nhng kh khn do chi ph chuyn i cao. Nguyn nhn bt ngun t cc h thng kim sot c thit k khc bit gia cc nh sn xut, nu mun chuyn i hng hng khng s phi tn rt nhiu chi ph nh: chi ph o to hoc tuyn dng nhn s, chi ph u phng tin k thut cho ph hp vi h thng mi.Nh cung cp:Boeing hin nay c khong 28.000 nh cung cp t ba chu lc: chu M, chu v chu u. Chnh sch ca Boeing ch tp trung vo R&D v lp rp, vic sn xut cc b phn thn my ch yu thu ngoi.Cng vi vic m rng hot ng thu ngoi ca mnh, Boeing ch tp trung lm vic vi cc nh cung cp cp 1 ca mnh v trao quyn nhiu hn cho h trong vic thit k, t chc sn xut cng nh la chn cc nh sn xut cp thp hn. Do , v th v kh nng thng lng ca cc nh cung cp ln vi Boeing c tng ln ng k. Tnh khc bit ha cng nh yu cu cht lng, hm lng cng ngh cao trong sn phm ca nh cung cp cng l yu t to nn v th ca h. Trong nhm nh cung cp quyn lc ny phi k n: General Electric, Pratt & Whitney (M), Rolls Royce (Anh), CFM (Chu u). i th cnh tranh tim n:p lc t pha ny khng cao. Thc t l c mt s cng ty cc nc ln hay c nn tng cng ngh nh Nga, Nht Bn, Trung Quc mun chen chn vo th trng, nhng iu l rt kh khn bi cc ro cn rt ln gia nhp ngnh: S trung thnh v tin tng ca khch hng vo thng hiu ln, c bit l v vn an ton hng khng. Chi ph chuyn i ln, ngnh sn xut my bay i hi u t s vn v cng ln cho c s vt cht k thut cng nh cho R&D. Li th ca cc cng ty ang hot ng trong th trng khi mua ngun cung ng thng xuyn vi s lng ln S khan him cc ngun ti nguyn (c bit lin quan n vn k thut, nhn lc) Cc quy nh, ro cn php lut v cc chnh sch cc nc sn xut cng nh th trng mc tiu.Sn phm thay th:C rt nhiu loi hnh phng tin c th s dng phc v nhu cu di chuyn ca con ngi: my bay, tu ha, tu thy, t nhng nhn chung, i li bng my bay vn l hnh thc giao thng nhanh v an ton nht. Tuy nhin, trn thc t, vn c nhng phng tin c kh nng tc ng n my bay nh mt sn phm thay th hiu qu, u vit, c th k n u tin l tu ha cao tc (Fast bullet train hay High speed train). Trong nhng qung ng di chuyn khng qu xa (di 400 dm), cc tu ha loi ny c tc khng thua km, thm ch vt c my bay. Trung Quc ang vn hnh h thng tu cao tc vi tc ti a 380km/h v ang th nghim loi tu c th chy vi tc trn 500, thm ch 600km/h. Cng vi u im khng mt thi gian lm th tc lu nh my bay v loi b hon ton ri ro ct cnh, h cnh (thi im nguy him v d gy tai nn nht), tu cao tc v ang tr thnh mt s thay th hu hiu cho vic di chuyn bng ng hng khng. Mt s liu thc t ch ra rng Air Inter (mt hng hng khng ni a Php, sau ny st nhp vo Air France) b mt ti lng khch thng xuyn i li trn tuyn Paris Lyons khi h thng TVG ( vit tt ca High speed train theo ting Php) c a vo hot ng trn tuyn ny ( t nm 1981).Tng t, s pht trin ca khoa hc cng ngh hin i gip hon thin v to ra cc phng tin giao thng tc cao hn, an ton hn v s nng cp, hon thin mng li c s h tng giao thng (ng x, trm bn,) cng cung cp la chn ngy cng a dng hn cho con ngi i t ni ny n ni khc.Tuy vy, nhng mi e da ny ch yu ch tc ng n ngnh hng khng ni a vi cc chng vn ti ngn. Trong nhng qung ng di, xuyn lc a hay i dng, tht kh tng tng c mt loi hnh no c th thay th c cho my bay.Mi trng bn trong cng tyNng lc ct li ca BoeingBoeing t xc nh c cho mnh ba "nng lc ct li" ni tri:Nng lc ct li u tin l "tp trung kin thc khch hng".Trong kinh doanh my bay, Boeing lm vic cht ch vi khch hng ca mnh, t trc khi bt u thit k mt chic my bay, m bo rng n c c cu hnh em n cho khch hng ca hng hng khng s thoi mi hoc cc nhu cu c th ca khch hng qun s c p ng.Boeing tip tc lm vic vi khch hng v bo dng my bay v sa i - tt c mi th t ci t mt tm thm mi v tu sa ni tht duy tr my bay v cung cp ph tng thay th - cho n khi my bay hon thnh dch v ca mnh.Mi quan h cng c th l hn ba mi nm.Th hai l "quy m tch hp h thng ln".Boeing lm cho sn phm rt phc tp.Tt c cc b phn v h thng - chng hn nh, trong mt my bay, h thng nhin liu hoc h thng in t hng khng - phi lm vic cng nhau, hp nht. Boeing cung cp my bay qun s nn khng gian ng dng i hi cc h thng phi tch hp cao, quy m ln.Nng lc ct li th ba : "thit k gn gng, hiu qu v h thng sn xut hiu qu, nhanh gn".Sn phm ca Boeing c gi c phi chng, v cng ty lun lm vic sn xut chng hiu qu hn.iu ny c ngha rt ngn thi gian chu k, dng sn phm mn, v duy tr cht lng rt cao.Phn tch chui gi tr ca Boeing trc khi a ra chin lc khc bit ha 787 C s h tng

H thng phn cp t chc tt; Qun l hot ng ti hn 150 quc gia.

Qun tr ngun nhn lc

Thnh cng trong vic thu ht lc lng lao ng tt t khp ni trn th gii: Boeing hin nay c 165.000 lao ng ti M v 65 quc gia khc trn ton th gii, trong 140.000 nhn vin c bng cao ng, i hc (bao gm 35.000 ngi c cc vn bng cao cp); Nhn vin ca Boeing c to iu kin hc tp sut i, Boeing cung cp 100% hc ph cho cc chng trnh o to k nng, qun l.

Pht trin cng ngh

Thc hin cc cng ngh mi nht da trn my tnh; "Thit k gn gng, hiu qu v h thng sn xut ng tiu chun" l mt trong nhng nng lc ct li ca Boeing; Nhng chic my bay qun s lun c cp nht v trang b nhng trang thit b, cng ngh mi v ti tn nht.

Hot ng mua sm

Boeing hin ang phi i mt vi kh khn trong vic qun l chui cung ng; Thiu thng tin lin lc; Thiu lin kt vi cc nh cung cp.

HOT NG CHNH

u voSn xutu raMarketing v Bn hngDch v

-Tao mi quan h vi nh cung cp-Tuy nhin Boeing ang gp kh khn trong vic qun l cc nh cung cp. - to s khc bit ha, Boeing cn c 1 gii php mnh m gii quyt vn ny.-Gia tng h thng an ninh-Boeing ng vai tr l nh sn xut trung tm ngi s lp rp cc b phn v cc h thng con c to nn t hng ngn nh cung ng. Ch c duy nht 1 tng nh cung ng, h lm vic trc tip cho Boeing. Boeing cung cp v thit k, my mc, k thut cho cc nh cung ng ca mnh.-Vi nhng thit k u vit ca mnh, th ngay t khi sn phm mi cn trn thit k, Boeing nhn c hng trm n t hng.

-Chng trnh nng cao hiu sut hng khng -Trung bnh mt ngy, nhn vin Boeing trao i 3,5 triu tin nhn e-mail, v thm 620.000 thng ip lin kt Boeing vi khch hng, nh cung cp. cc bn lin quan v cng chng.

-Dch v sau khi mua l 1 trong nhng nng lc ct li ca Boeing. -Boeing gi mi quan h cht ch vi khch hng, nhng dch v sau mua c th ko di ti hn 30 nm.

Phn tch SWOTLocationStrengthsWeaknesses

Internal- T chc hng khng v tr ln nht th gii, c kinh nghim hng u trong sn xut my bay thng mi v qun s;- Cung cp sn phm dch v cho hn 150 quc gia v vng lnh th- C nhu cu cao t khch hng nh thit k v cc tin ch vt tri- Lin kt, hp tc vi nhiu i tc ton cu;- C mi lin h cht ch vi chnh ph M v cc t chc ln nh NASA, US Airforce, FAA;- u t mnh m, lu di cho R&D; kh nng ng dng cng ngh mi- Ngun nhn lc cht lng- Yu km trong qun l chui cung ng, c bit l qun l cc nh cung cp;- Th tc t tng php l do cc tranh chp thng mi, s hu tr tu.

ExternalOpportunitiesThreats

- Nn kinh t th gii ni chung v ngnh hng khng ni ring ang hi phc - Thay i thi quen i li, c bit l chu - C hi mua li sau khng hong 2008- Giao thng xuyn lc a ngy cng pht trin, nhu cu ngy cng tng ca cc chuyn bay di khng ngh- Gi du tng- Cc hip nh hng khng- ng -la mt gi

- Cnh tranh t i th hin ti, i th tim tng v cc sn phm thay th- Gi du tng- Cc ro cn php lut, vn ha-x hi - S thay i chnh sch cc nc- An ninh v an ton hng khng- Mt s ri ro c th xy ra vi ngun cung ng- Ri ro lin quan n vn lao ng (nh cng,)

I.

Phn tch chin lc khc bit ha ca Boeing 787 to li th cnh tranh trn th trng, Boeing s dng chin lc khc bit ha. C nhiu cch to ra s khc bit nh thng qua cht lng tt hn, thit k p hn, tinh t hay ph hp hn, cng ngh hin i hn Nhm thc hin iu ny, Boeing tng cng u t vo nghin cu, pht trin v khng ngng hon thin cc sn phm ca mnh. Nhn t khc bit haMt s thng s k thut chnh v Boeing 787 Dreamliner Thit k tinh t, tin nghiBoeing 787 c cho l mang tnh cch mng nht trong s nhng dng my bay phn lc th k 20. i vi hnh khch, im d c nh gi cao ca Boeing 787 l khng gian rng hn, c b tr v trang b ni tht tinh t v trau chut hn nhng my bay hin c. V vy, c ngi mnh danh Boeing 787 l "chic xe Limousine ca khng gian", hng ti cho nhng hnh khch mun tin nghi cao cp mt xu hng tiu dng tng lai m Boeing t cc. Tng hiu sut s dng nhin liuMt lut chi na m Boeing 787 t ra l cc tiu chun v mi trng. Trong mt th trng nhin liu nhiu bt n, li i i vi nhng i hi ngy cng cao ca x hi dn s v tnh thn thin vi mi trng, nhn hiu "my bay xanh" ca Boeing 787 l khu hiu tip th rt hiu qu v nh trng vo xu th thi i. Cc nh thit k ca Boeing cho ra i mt mu my bay c hiu sut tiu th nhin liu cao cha tng c, tit kim ti 20% nng lng so vi cc loi my bay cng c, trong khi vn duy tr tc ti a i vi loi my bay thn rng. S sng cng ngh miCha kha cho cc ch s vt bc trn nm nhng cng ngh mi ln u tin c Boeing p dng, trong quan trng nht l vic s dng vt liu composite ti 50% cu trc ca my bay t sinh ra li ni a nhng tht rng Boeing 787 l chic my bay bng nha. S dng vt liu composite em li cho 787 mt lot li th: v composite nh hn nhm vt liu truyn thng ca my bay, li d c, nn gip tit kim c 1.500 tn nhm tm v 40.000 50.000 chic bu-lng, ng thi lm tng din tch ca s my bay. Composite bn hn v khng g st nn c th cho php tng m v p sut khoang my bay ln t bt nhng li phn nn lu nay ca hnh khch v chng kh mt, kh da hay cm gic chng mt do cao. ng c ca chic Boeing 787 cng t n hn mc ng k do cng ngh ch to turbine, m mt thay i d thy nht l ng vin "rng ca" ngoi ng c. Ngoi ra, h thng cm bin t trn mi my bay c m t l gip my bay cn bng hn khi vt qua nhng " g" kh quyn. ng c vt triBoeing 787Dreamlinerl mt loimy bay phn lchai ng c phn lc, c va,thn rng, hin ang c ch to bi hng Boeing's Commercial Airplanes Division; c gii thiu vo nm 2007 v i vo hot ng thng mi vo thng 10 nm 2011, do hngAll Nippon Airwayss dng. My bay c sc ch t 210-330 hnh khch ty theo bin th v cu hnh b tr ch ngi. Boeing tuyn b rng my bay ny chiu sut nhin liucao hn cc loi my bay Boeing khc trc . N cng l chic my bay ln u tin s dngvt liu compositecho phn ln cu trc xy dng ln n. m bo cht lng hng u.Trong mc tiu ca mnh, Boeing lun nhn mnh vic nng cao hiu qu sn xut nhng vn phi m bo cht lng hng u cho cc sn phm ca mnh.So snh Boeing 787vi i th Airbus A350Vi Boeing 787, th trng hng khng th gii gn nh xut hin ng thi 2 sn phm mi t 2 i th cnh tranh Boeing v Airbus. Hai hng theo nhng chin lc pht trin khc nhau trong lnh vc ch to my bay dn dng tng lai. Tp on hng u chu u hy vng nhiu vo Airbus A380, loi my bay khng l 2 tng c th ch ti 500 hnh khch.Thng tinBoeing 787 DremlinerAirbus A350

Gi 243,6 triu la245,5 triu la

S hnh khch 270-290 hnh khch300-315 hnh khch

Qung ng bay 15,700 km15,600 km

Vn tc 900 km/h900km/h

Vt liu kt cu 50% Composite30% Composite

Bng 2: So snh my bay Boeing 787 v Airbus A350. (Ngun Bloomberg).

Airbus A350 l sn phm c Airbus pht trin nhm mc tiu cnh tranh li vi dng sn phm Boeing 787 Dreamliner ca Boeing. Tuy nhin d n ny tin hnh mun hn so vi Boeing 787 tn 2 nm (Airbus A350 - nm 2005, Boeing 787-2003) qu trnh nghin cu v pht trin hin vn ang c tin hnh. Tnh ti thi im hin ti, cha c chic my bay AirbusA350 no c giao.Ni dung chin lc khc bit ha.u t vo nghin cu v pht trin v Khng ngng hon thin sn phmChi ph thit k v pht trin th h my bay mi ang tng ln theo cp s nhn. Chi ph thng mi ha thnh cng cho mi dng my bay mi tng hn gp i ngi tin nhim ca n. T nm 1970, Boeing lin tc chi hng t USD mi nm trong vic thit k v th nghim m hnh mi ca my bay, chng hn nh cc dng my bay ni ting 747, 757, 767, 777. Dng mi nht l my bay Boeing 787, chi ph nghin cu v sn xut khng di 10 t USD v n lc pht trin 4 nm trc khi chic my bay u tin c ra mt vo nm 2007. Cc khon chi ph ny rt ln v c coi nh mt ro cn gn nh khng th vt qua gi cc i th cnh tranh xm nhp vo ngnh cng nghip ny. Quan trng hn, Boeing cam kt hc tp v trin khai cc cng ngh tin tin cho php cng ty tm hiu v s dng cc pht trin mi nht trong thit k, luyn kim, in t v k thut lp rp chi ph thp, nhng yu t v gi trong vic tng cng kh nng ca Boeing trong vic gii quyt cc vn k thut cc k phc tp. Qua bng di y, ta c th thy r, cng ty dnh ring nhng khon u t cho cc cng ngh sn xut v th nghim mi nht tip tc tng cng sc mnh trn th trng ton cu. S dng nhng cng ngh sn xut mi nht.

Chin lc khc bit ha c Boeing p dng xuyn sut t khi thnh lp cho ti nay v c th hin qua cc dng my bay ca hng, trong gn y nht phi k n chic Boeing 787 "Dreamliner".Nghin cu chin lc khc bit ha ca Boeing

6

Hot ng cung ng u vo, sn xut v cung ng u ra.Cc hot ng cung ng u vo, sn xut v cc hot u cung ng u ra c Boeing tch hp vi nhau trong chui cung ng ca mnh.Trong chui cung ng , Boeing ng vai tr l nh sn xut trung tm ngi s lp rp cc b phn v cc h thng con c to nn t hng ngn nh cung ng. Ch c duy nht 1 tng nh cung ng, h lm vic trc tip cho Boeing. Boeing cung cp v thit k, my mc, k thut cho cc nh cung ng ca mnh.Tier 3:suppliersTier 3:suppliersTier 3:suppliersTier 3:suppliersTier 3:suppliersTier 3:suppliersTier 2: System SuppliersTier 2: Structure SuppliersTier 1: Integrator SupplierBoeingCustomer

S 2: Chui cung ng Boeing 787.

Hot ng cung ng u vo sn xutChui cung ng Boeing 787 c cu trc phn tng vi 50 nh cung cp cp 1 ( tier 1), (tp nh km danh sch 50 nh cung ng chin lc cho Boeing). y l nhng nh cung ng chin lc, hot ng vi vai tr nh mt ngi tch hp ( lp rp nhng b phn v h thng con c sn xut bi cc nh cung ng cp 2).Theo nh m hnh chui cung ng ca Boeing 787, cc nh cung cng cp 1 s hon ton chu trch nhim cho vic cung cp mt phn c lp v hon thin ca my bay ti cho cng ty ca Boeing t ti Everret, Washington. iu ny s cho php Boeing khng mt thi gian phi lp tng chi tit nh thnh cc b phn ri li lp cc b phn li vi nhau, t rt ngn thi gian lp rp xung cn 3 ngy. V d nh: Boeing giao vic thit k v pht trin nhiu b phn quan trng ca my bay cho cc nh cung ng cp 1: v thn my bay ( Spirit-US v Alenia- Italy, h thng in ( Thales- Php), phn cnh (Misubishi- Nht Bn, v Kal- ASD- Hn Quc). Tuy nhin, nhng nh cung ng cp 1 thng chia nh cng vic v thu li cc cng ty cung ng cp 2, nhng cng ty ny s li tip tc thu ngoi cc nh cung ng cp 3. V d: Thales l nh cung ng cp 1 cho h thng in. Cng ty ny tin hnh mua ngoi h thng pin lithium ion t nh cung ng cp 2 Yuasa ( Nht Bn), phn sc pin t nh cung ng Securaplane (US) v b phn kim tra sut in ng t Kanto ( Nht Bn). S phn cp nhiu ln ny y s lng nh cung ng ln ti hn 500 nh cung ng trn hn 10 quc gia.Vic qun l thng tin trong chui c Boeing ht sc coi trng. Hng quyt nh s dng gii php phn mm Exostar kt ni nhng nh cung ng li vi nhau.

Hnh 1: Mt s nh cung ng cp 1 ca Boeing 787 ( Boeing.com)

Hnh 2: Dy chuyn sn xut Boeing 787 Dreamliner thnh ph Everett, bang Washington. ( Boeing.com). So snh gia chin lc cung ng u vo ca Boeing cho Boeing 787 v 737

Tiu ch737787

Chin lc mua35-50% mua ngoi70% mua ngoi

Quan h vi nh cung ngQuan h nh cung ng truyn thng ( da hon ton vo hp ng)Quan h hp tc chin lc vi cc nh cung ng cp 1

Trch nhim nh cung ngPht trin v sn xut b phn ca BoeingPht trin v sn xut tng thnh phn ca Boeing

S lng nh cung ngHng nghn 50 nh cung ng cp 1

Hp ng cung ngHp ng gi c nh v pht nu giao hng chmHp ng chia s ri ro

Dy chuyn sn xut30 ngy lp rp sn phm cui cng3 ngy lp rp hon thin.

Bng 3: So snh chui cung ng Boeing 787 v Boeing 737

c im ca chui cung ng Boeing 787

- Mua ngoi nhiu hn:Vi vic mua ngoi ti 70% cc hot ng pht trin v sn xut my bay, Boeing lm gim thi gian thc hin d n bng cho nhiu nh cung ng cng lc pht trin nhng b phn khc nhau. S lng nh cung ng ca Boeing ln ti 5000 cng ty trn khp th gii. Boeing cng ng thi gim c chi ph khi khai thc chuyn gia n t cc nh cung ng. V Boeing mua ngoi nhiu hn nn vic hp tc v giao tip gia Boeing v cc nh cung ng tr nn ht sc quan trng. Chnh v vy nn Boeing dng ti gii php Exostar nhm to s hiu bit ln nhau v nng cao kh nng kim sot cng nh tch hp cc qu trnh sn xut li vi nhau t gim thiu thi gian v chi ph. ( management business technology, 2007).

Hnh 3: cc nh cung ng Boeing 787 trn ton cu.( Boeing.com)

- Gim nhng nh cung ng trc tip, phn quyn nhiu hn v tp trung nhiu hn: gim thi gian v chi ph, Boeing la chn ra 50 nh cung ng cp 1 v cho php h ton quyn thit k v sn xut cc b phn ca my bay v sau gi li cho Boeing. Chnh vic gim thiu tnh trc tip ca SC, Boeing c th hon ton tp trung ngun lc v s ch cho vic hp tc vi cc nh cung ng cp 1 thay v lm vic vi tng nh cung ng nh, nhng ngi m ch lm mt, hai linh kin nh hay nhng vt liu th ca chic my bay.Tuy nhin th vic ny c th dn ti hn ch trong vn sc mnh mc c gi ca ngi sn xut ( Tang, 1999).L do cn bn ca vic trao quyn cho nhng nh cung ng cp 1 l h cng pht trin v sn xut cc b phn khc nhau trong cng mt thi gian, t gim thiu ti a thi gian pht trin sn phm. Ngoi ra th khi chuyn sang h thng cung cp nm trn nhiu quc gia th cng c th s tit kim c chi ph do li th v a l.

- Gim thiu ri ro ti chnh:Trong chng trnh 787, Boeing tin hnh cc hp ng chia s ri ro. Cc hp ng ny quy nh r rng cc nh cung ng s ch nhn c tin khi chic Boeing 787 u tin c giao cho khch hng ( hng ANA). iu khon ny c a ra nhm thc y s hp tc v to ra tnh bnh ng gia cc nh cung ng trong n lc pht trin sn phm. Tuy cc nh cung ng phi gnh chu nhng ri ro ti chnh cho Boeing nu nh my bay b giao chm, nhng h vn sn sng chp nhn iu ny vi nim tin rng h s c c quyn s hu tr tu i vi cc b phn my bay m h pht trin ra( Sau ny, h hon ton c th chuyn nhng hoc l cp php cho nhng cng ty khc trong tng lai). Ngoi ra, mt ngun li khc dnh cho cc nh cung ng trong trng hp ny cn l mt ngun doanh thu khng l ( trong tng lai), cho vic pht trin v sn xut c mt b phn ln thay v ch l mt linh kin nh cho my bay.Hot ng sn xut v u ra:Trong hon cnh khch hng ngy cng quan tm ti vn gi c, vic gim chi ph sn xut s l mt iu cn lm duy tr v th cnh tranh ca cng ty. Qu trnh sn xut ca Boeing phi ngy cng tinh gn hn, hiu qu hn. T nhng nm 90s, Boeing p dng nguyn tc sn xut just in time vo qu trnh sn xut my bay ca mnh. Cho ti my bay Boeing 787 th m hnh sn xut c hon thin rt nhiu v mang li hiu qu ln cho cng ty. Cch thc sn xut JIT ca Boeingp dng phng php Just-In-Time/ JIT, Boeing hy vng s hn ch vic gy ra cc lng ph nh sn xut qu mc cn thit hoc sn xut sm hn khi cn thit, t gim thiu s lng ph do tn kho qu mc cn thit cng nh nhng chi ph khng ng c do ch i, vn chuyn khng cn thit, thao tc tha, gia cng th v hn ch ti a khuyt tt ca sn phm, dch v.Theo mt quy tc quan trng ca JIT, Boeing s tr hon qu trnh sn xut sn phm cui cng lu nht c th. Boeing s ch sn xut ng th khch hng mun, khi khch hng cn v ng vi s lng cn thiu.Trong chui cung ng Boeing 787, cc nh cung cp cp mt s hon thnh tng b phn v h thng ca my bay v lu gi chng di dng cc b phn th ring l vi s lng d tr ch va . Khi Boeing nhn c mt n t hng, h s ngay lp tc thng tin ti nhng nh cung cp cp 1 ny. Nhng yu cu c th i vi mi chic my bay ca cc khch hng cng s c chuyn ti cc nh cung ng cp 1 h tin hnh c bit ha cc b phn. Sau d, tt c cc b phn v h thng ny s c ng thi chuyn ti trung tm lp rp ca Boeing ti Everret, Washington. Ti y, cc k s ca Boeing s lp rp, hon thin chic my bay trong vng 3 ngy v giao lun cho khch. Trong khi Boeing tin hnh lp rp th cc nh cung cp cng s tin hnh sn xut cc b phn b li cho s lng tn kho b gim i. V nh vy, lng tn kho ca h l khng i.Sn xut nhanh v linh hot:Cc b phn v h thng my bay c a ti cng mt lc nn Boeing s xa b lun c nhng chi ph pht sinh do phi ch i nguyn liu. Qu trnh lp rp din ra lin tc, cc ngun lc v nhn s, c s vt cht ca Boeing c khai tc ti a. Nhn s cng nh nh my lp rp s ch hot ng trong thi gian lp rp my bay. S dng hiu qu cc ngun lc s dn ti kh nng sn xut c gia tng trong khi h khng cn phi tng khon u t no cho vic pht trin v sn xut. Cch thc cung ng u ra:Boeing s dng chin lc chui cung ng ko tc l sn xut theo nh hng khch hng. H s ch tin hnh sn xut sau khi nhn c t hng t khch hng. Cch thc cung ng u ra ny ht sc ph hp vi phng thc sn xut JIT ca cng ty. Boeing ng dng mng thng tin trong quan h vi khch hng. Thng qua trang Boeing part, khch hng c th c c nhng d liu cp nht v tnh hnh d tr cc b phn my bay, gi c, kh nng thay th cho nhau gi cc b phn, yu cu bo gi, tnh hnh x l n hng. H thng ny s dng kh n gin; ch c nhng khch hng c Boeing cho php mi c kh nng truy cp. Trang web ny cng c bo v, bo mt k cng khch hng yn tm t hng v theo di qua trnh x l n hng ca Boeing. Thng qua trang Boeing part ny, Boeing y nhanh qu trnh t hng ca khch, h c c thng tin v tng b phn ca chic my bay v hon ton c quyn quyt nh s s dng nhng b phn no trong chic my bay ca mnh. Vic khch hng t hng qua h thng my tnh s gip Boeing tit kim thi gian chuyn nhng yu cu ny thnh lnh cung ng u vo v sn xut.Kt qu mong i ca cch cung ng u ra ca Boeing l thi gian x l n hng ngn, thi gian giao hng nhanh v d tr mc ti u l nhng li ch m Boeing hng ti trong hot ng cung ng u ra ca mnh.- Rt ngn thi gian giao hng.Theo nh chui cung ng 787, Boeing ch cn 3 ngy hon thnh cng vic lp rp hon thin mt chic my bay cng ty ca mnh Everret, Washington. So snh vi nhng chui cung ng khc (737 l 30 ngy) th Boeing rt ngn c ng k thi gian t gim chu k sn xut, t rt ngn thi gian giao hng ca Boeing- X l nhanh cc n hng.i vi mt hng l my bay thng mi, yu cu c nhn ha vi mi chic my bay, mi n hng l ht sc a dng. Nu doanh nghip d tr sn phm cui cng th vic sa i tng b phn, chi tit my bay s ko di thi gian giao hng, gia tng chi ph ng thi bin nhiu cng on sn xut trc tr nn v ngha. Vi vic cc nh cung ng d tr nguyn liu di dng th, mt s cc cng on gia cng b tr hon, Boeing c th p ng nhanh v hiu qu cc yu cu ca khch hng. Tn khi Boeing nhn c n hng v nhng yu cu c th ca khch hng, nhng nh cung cp mi tip tc gia cng nt cc b phn, sau a ti nh my ca Boeing lp rp chng. V d nh mu sn my bay, cc b phn my bay s khng c sn cho n khi khch hng a ra yu cu c th v mu sc, logo, hnh nh trn thn my bay. iu tng t cng xy ra vi nhiu b phn, chi tit khc, c bit l cc chi tit bn ngoi nh ni tht, trang tr,...- D tr ti u:Boeing c tn kho sau khu sn xut bng 0, tc l mi my bay c lp rp xong s c giao ti khch hng ngay lp tc. Tuy nhin, m bo p ng c nhng nhu cu ca khch hng, Boeing yu cu cc nh cung cp cp 1 ca mnh d tr nguyn liu th. Vi kh nng hon thin my bay trong vng 3 ngy, th y l la chn d tr khn ngoan..R rng l nhu cu i vi sn phm cui cng s bin ng mnh hn so vi nhu cu i vi tng loi nguyn liu. Hn na, vic d tr cc nguyn liu thay v sn phm cui cng s d dng hn v it tn km hn nhiu so vi d tr sn phm cui cngDch v sau mua to ra gi tr , Boeing lun lun c gng thit lp cc hot ng to ra gi tr s hi lng ca khch hng t cht lng sn phm n cc dch v sau bn hng v y cng l mt trong nhng nng lc ct li ca BoeingCc dch v sau bn ci gi l " hiu sut trc hng khng Chng trnh " l mt hot ng trong chui gi tr ca Boeing , ni dch v h tr khch hng 24/7, cung cp cho cc khch hng t khp ni trn th gii. Mc tiu c bn ca chng trnh l cung cp h tr k thut tt nht cho khch hng v cng cung cp ph tng v thit b nu cn khn trng . Mt trong nhng dch v c gi tr cung cp cho khch hng ca Boeing l h thng Alteon o to hng khng , ni khch hng c p ng da trn my tnh trong tt c cc kha cnh ca sn phm mi.Cng thng tin web MyBoeingFleet l mt gi tr gia tng h thng thng tin trc tuyn, cung cp c s cc khch hng c th duy tr i tu bay ca mnh t xa ( MyBoeingFleet , 2012 ) . Ngoi ra, hng hng khng ton cu vi h thng tn kho mng c thit k bi Boeing, h tr khch hng trong vic qun l v theo di hng tn kho, theo di n t hng ca mnh ang c tin hnh ra sao, n giai on no. Do khch hng c th nm bt c tin cng vic, c nhng thay i kp thi sa cha theo yu cu ca khch hng..

TI LIU THAM KHO

1. Gio trnh Qun tr chin lc i hc Kinh t quc dn - Tc gi: PGS.TS Ng Kim Thanh (Ch bin).2.Case study Boeing strategic anlaysis: http://www.academia.edu/4626722/Boeing_Strategic_Anlaysis3. Cc website:http:// www.boeing.comhttp://www.airbus.comhttp://www.lucintel.com/press/value_chain_analysis_boeing_787.aspx