Chiến lược kd Apple

7/31/2019 Chin lc kd Apple

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Th 5, 21/07/2011, 10:37

Thy g t kh nng kim tin ca Apple?

Bo co ti chnh Qu{ 3 nm 2011 ca Apple khng khi khin ngi ta phi git mnh. ng sau nhng

con s kh khan lin cha nhiu thng ip khng ni ra bng li.

Ngy hm nay, Apple cng b bo co ti chnh Qu 3 ca nm ti kha 2011. V li 1 ln na, Apple

ph k lc va lp ra vo thng 4 trc , a Qu{ 3 ca nm ti kha 2011 trthnh Qu{ em li

doanh thu cng nh li nhun ln nht trong lch s ca To Khuyt.

Thc ra vic Apple ph k lc doanh thu trong my nm tr li y chng phi iu g l lm: Hn 1

nm tr li, chng ta lin tc c chng kin doanh thu ca Apple qu{ sau cao hn qu{ trc vi chc

%. Thm ch trong nm 2010, cng ty ny tng trng phi m v t mc tng 70% v doanh thu.Cch

kim tin ca To Khuyt cho n nay vn l 1 trong nhng ngn ngh kinh doanh hiu qu nht hnh

tinh, n l s kt hp hon ho gia "cht chm" v "thuc m".
http://cafef.vcmedia.vn/Images/Uploaded/Share/2011/07/21/applegetmoney.jpg


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Bo co ti chnh Q3 2011 ca Apple.

Ln ny cng vy. Trong bo co ti chnh ca mnh, Apple tuyn b rng trong Qu 3 va qua, hng t

doanh thu 28,57 t USD (so vi 24.7 t USD ca Qu{ 2, tng 16%, v tng ti 82% nu so vi cng kznm

ngoi).

Vy thc ra nhng con s kh khan trong bo co ti chnh ca Apple c { ngha g vi chng ta?

1. iPhone iPad ang dn ln sn iPod, Mac?

Trong s cc sn phm c thng k trong bo co ti chnh ca Apple, chng ta c th thy 1 iu r

rng: iPhone, iPad ang bn chy vt mc mong i cn doanh s iPod, cc my tnh chy Mac OS li

dng nh ang tra "ui sc" trc kz vng ca nhng bn quan st.


3/84

iPhone, iPad tng phi m trong khi Mac v iPod lim m.

C thtrc khi Apple cng bbo co ti chnh qu ny, ngi ta tng don rng doanh s bn

iPhone s mc 20,3 triu chic so vi don 16,5 triu. iPad cng tng t khi tiu th ti 9,25 triumy so vi 7,8 triu thit bnh ngi ta tng c on. Trong khi c iPod v Mac (bao gm iMac,

Mac Mini, Macbook Air, Macbook Pro...) u khng t c s kz vng vi doanh s thp hn c

on:3,95 triu my bn c so vi 4,2 triu my d kin i vi Mac v7,54 triu chic iPod ri k so

vi 8,4 triu chic c on.

Vic iPod v Mac l hn c th l 1 du hiu cho thy th phn ca Mac ang dn b ln sn bi cc thit

b cm tay nh iPhone, iPad. R rng nu bt kz ai cn nghi ng khnng thnh cng ca "chic iPod

phng to" th c l by gi s l thi im hthay i nhn nh ca mnh. R rng bn thn trong

cc sn phm ca Apple dng nh ang tn ti s cnh tranh: C l t ai mang theo 1 chic iPod nu

c iPhone, v ng thi iPad hu nh cng c th thay thcc chc nng c bn ca 1 chic MacbookAir nh lt web, son tho vn bn.... Chnh s chng cho vtnh nng ny khin cc sn phm

chy iOS vi u thvtnh di ng, thi lng pin v kho ng dng ang dn "nut" mt th phn ca

cc ngi anh em nh iPod, Mac.

2. iPad vs PC: Chin thng u tin?


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Tim Cook, COO ca Apple t ra kh mnh ming khi tuyn b thng thng: iPad ang bn chy hn

my tnh Windows. Khng r Tim Cook da vo u a ra tuyn bnh vy, v mi u thng 6 va

ri, Steve Ballmer, CEO ca Microsoft va mi tuyn b vi bo ch rng hng ny cho xut xng

phin bn th 350 triu ca hiu hnh Windows 7.

Mc d khng phi bn Windows 7 no bn ra cng ti c tay ngi s dng ngay lp tc, c th ns phi nm trong kho lu tr hoc c ci sn trn cc my tnh, laptop ri nm trn k hng ch

ngi ta n "rc" v. Nhng IDC, 1 cng ty iu tra thtrng ni ting ca M va mi c tnh vo

thng 6 va ri rng trong 3 thng 4,5,6 (tng ng Qu{ ti kha 3 ca Apple) nm 2011 c 84,4

triu my tnh c nhn c bn ra, khng k tablet.

Mc cho mi li ma mai chm bim, Apple vn thn nhin kim bn tin tiPad.

9,25 triu my l 1 con s khng l, nht l xt n vic iPad ch va mi ra i hn 1 nm tri so vitrn 30 nm tn ti ca thtrng PC truyn thng. D vy, chng ng t9.25 n 84,4 vn cn l 1

con ng "rt di v rt xa". C lApple qu vi vng khi cho rng iPad qua mt c lo lng

PC.

Tuy nhin 1 s thc khng th ph nhn c, l bt chp mi l l v vic v sao iPad khng th

thay thc my tnh truyn thng, ngi ta vn thy tc ri k ca iPad nhanh n chng mt.


5/84

iPod touch "n nm" = iPad???

Hin ti chsau 1 nm tri m iPad "chn" ca thtrng PC gn 11% s khch hng tim nng. Liu

rng sau 5 hoc 10 nm na, cn cn lc lng gia cc thit b thuc "k nguyn PC" v "k nguyn

hu-PC" s ra sao? Vi pht trin ny ca iPad, khng ai dm khng nh trc iu g, ch dm chc

chn 1 chuyn: "Apple hon ton khng phi v cn c khi cho rng iPad s1 ngy no thay thPCv tr thnh thlc cho thtrng thit bin ton c nhn".

3. Apple ng u trong scc hng sn xut?

Nu ch kring iPad, Apple tr thnh hng sn xut my tnh di ng ln th 4 thgii (Sau HP,

Dell, Lenovo v trn Acer). Cn nu cng thm 3,95 triu my Mac vo con s 9,25 triu iPad m Apple

va bn c trong Qu 3 th To Khuyt s tr thnh hng sn xut my tnh ln th 2 thgii, ch sau

HP (13,2 triu ca Apple so vi 15,3 triu ca HP).


6/84

Doanh sca cc hng sn xut laptop. Nu chtnh ring Macbook v Macbook

Pro, Apple skhng c xp trong top 5.

D vy, vi khong 46.5 % doanh sn t iPhone (13,3 t USD), c l nn gi Apple l 1 hng sn xut

in thoi di ng th ng hn. V nu so snh vi cc hng sn xut in thoi, th t thng 4 nm

nay, Apple gi ngi v dn u thgii, b xa Nokia vi doanh thu ch khong 10 t USD.

Kt

C phiu ca Apple sau khi hng ny cng b bo co ti chnh ca Q3 bi thu cng tng vt gi tr v

ph ngng 400$. y l k lc v gi tr 1 c phiu ca 1 cng ty cng ngh ttrc ti nay trn sn

chng khon M. Apple ang bc tng bc rt vng chc trn con ng tr thnh cng ty ln nht

thgii. Trc mt chng ta l Q4, Qu cui cng trong nm ti kha 2011. Thi im ma thu thng

l ma mua sm nhiu nht ca dn M v nh hng ca thi gian tu trng v ma mua sm cui

nm. Chc chn vi kt qu kinh doanhn tng nh thny, Apple s "tha thng xng ln" t

c nhng thnh cng vang di hn trong phn cn li ca nm 2011.

Apple c tr thnh cng ty ln nht thgii vi sra i ca iPhone 5? Chng ta hy ch xem sao.

Theo GenK

Th 3, 12/07/2011, 10:39

Apple ang "mc ti" khch hng nh th no


7/84

Apple ang kim bn tin tMacbook Pro, iMac, iPhone, iPad... l iu khng cn tranh ci. Nhng

c bao gi bn t hi: Apple ang "mc ti" chng ta nh thno?

C mt s tht khng mt ai c th ph nhn rng Apple hin ti l 1 trong nhng c my lm tin hiuqu nht th gii. Bo co ti chnh ca Apple trong my nm gn y khin nhiu i th nhMicrosoft, Google phi cm thy ghen t.

Trc vn c 1 trn chin m gia cc "fan cung" ca Apple vi fan ca Microsoft v vn thunhp ca 2 i gia ny. V trong sut 2 thp k qua, li nhun cng nh doanh thu ca Microsoft lun lnim t ho ca nhng ngi ng v pha g khng l phn mm. Sut gn 20 nm tri i u, Applecha bao gi qua mt c Microsoft v mt gi tr vn ha thtrng, doanh thu cng nh li nhun.Li thca Microsoft lun l thv kh ti thng m cc fan ca Microsoft lun tm cch d vo mt

ca nhng "fan cung" Apple kt thc mi cuc tranh lun.Nim t hoy ca cc fan Microsoft "su r bn gc" ti mc n tn thng 6/2010, khi gi tr vn haca Apple qua mt Microsoft (227.26 t USD ca Apple so vi 227.25 t USD ca Microsoft), nhiu nging h Microsoft vn t an i: ng nhn vo gi tr vn ha, hy xem doanh thu. Chsau vi thng,cc fan ca Microsoft li 1 ln na chong vng khi doanh thu ca Apple t 20.34 t USD trong qu 4nm ti kha 2010, qua mt Microsoft khi hng ny cht doanh thu 16.2 t USD.

Ln ny ngi hm mMicrosoft nh phi nhn nh d dt v yu t hn rt nhiu: Microsoft vn cnhiu li nhun hn Apple. Tuy nhin chic "phao cu sinh" cui cng ca Microsoft cng khng tn tilu. Thng 4 nm nay, khi Apple cng b s liu qu{ 2 nm ti kha 2011, ngi ta mi ng nga ra khigiy Apple sinh li cn hn c Microsoft: 5.99 t USD so vi 5.23 t USD.

Nim t ho cui cng ca Microsoft cui cng cng btc i 1 cch th bo. V nhn li, chng ta thyrng t l li nhun/doanh thu ca Microsoft hin ang l 32% trong khi ca Apple mc 24%. Thotnhn c vnh Microsoft vn cn dn trc, tuy nhin r rng con s 24% li nhun ca Apple l 1 cons qu khng khip i vi 1 cng ty sn xut phn cng nh "To Khuyt".

i vi 1 cng ty phn mm nh Microsoft, hu nh chi ph sn xut ch ph thuc vo vic trlngcho cc k thut vin v u t cho b phn nghin cu, pht trin sn phm, v chi ph ny tng i
http://cafef.vcmedia.vn/Images/Uploaded/Share/2011/07/12/Apple.JPG


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thp. Mt khi sn phm phn mm ln k(nh Windows chng hn), th hu nh tt c doanh thu cc t bn sn phm u tr thnh li nhun rng. Trong khi i vi 1 cng ty sn xut thit bnhApple, chi ph sn xut thng cao hn rt nhiu, dn ti 1 h qu tt yu l li nhun phi gim i. Vym Steve Jobs vn "vt" c 24% li nhun t cc sn phm ca mnh, qu l 1 con s ln n kh tin.Nu so snh vi cc cng ty sn xut phn cng khc nh HP ch vi t sut li nhun 7.27% hoc Dell ch

6.3%, c l bn s hiu c Apple ang li ln nh thno.

Chc hn Steve Jobs phi rt sung sng khi qua mtc k th truyn kip: Bill Gates.

Vy, cu hi l, Apple "moi tin" khch hng nh thno c t sut li nhun cao n vy?

1. Moi tin bng dch v gia tng

C th bn ch bit ti Apple nh 1 cng ty chuyn bn cc iDevices bng by hoc nhng chicMacbook, Macbook Pro, iMac c gi "kht lt". Tuy nhin chnh v s ni tri ca mng phn cng m

cc sn phm phn mm v ni dung s ca Apple li t c ch { hn.

Mc d t c ch , tuy nhin vic cung cp nhc strn iTunes Store cng em li cho Apple 1.34 tUSD v li nhun t bn ng dng trn AppStore em li 786 triu USD ring chtrong qu 2 nm 2011.Tuy nhin theo nhn nh ca nhiu chuyn gia, t sut li nhun ca vic kinh doanh t iTunes Store vAppStore cng khng thc s ln, nht l vic bn ng dng chvt qua con s14% i cht. Nh vyl cn thp hn rt nhiu so vi t sut li nhun ca Apple l 24%.


9/84

Mc d angn chia 3/7 vi cc bn pht trin ng dng, nhng Apple chnhn khong 14% trong 30%

thu c. Nu nhn vi stin 2.6 tUSD m Apple tuyn b tr cho lp trnh vin th li nhun t

AppStore cng khng thc sln.

Vn l ch iTunes Store, AppStore ca Apple tuy khng phi l cng c Steve Jobs hnh ngh "2ngn" vi ti tin ca khch hng, nhng chnh chng li l mt chiu bi cu khch v gi khch cc kzhiu ca ca To Khuyt. Bn thn ti s dng iPod khng dm i sang Zune hoc cc my nghe nhckhc v th vin nhc s trn iTunes ca ti vt xa gi tin mua 1 chic iPod mi, hoc ti tng quen

bit mt anh bn sn sng chuyn t Android sang iPhone chv th vin game ca AppStore qu hpdn.

HH Mac OS X ca Apple trn PC truyn thng cng nh iOS trn iPhone v my tnh bng li khngphi l hiu hnh chuyn phn phi di hnh thc thng mi nh Windows ca Microsoft, cth d dng thy rng li nhun ca Apple n t cc mng sn phm ny khng thc s ln. (Mc dcc bn nng cp Mac OS X thng i hi ngi dng phi tr 1 khon ph nng cp, nhng phn phny thc s rt nh, ti nh t bn Mac OS X Leopard ln Snow Leopard ch phi tr thm khong hn20$).


10/84

Apple khng t nng vic kim tin bng bn dch v tAppStore cngnhiTunes Store m sdng

chng nhnhng "cn cu khch".

Thm vo , cc dch v km thm sn phm ca Apple nh Apple Care (1 dng dch v m rng thigian bo hnh) hoc bt ngi s dng thay thlinh kin ngoi ch bo hnh u c gi ct c. ThmchAppStore, nhn vin bn hng c dy 1 chn l bt di bt dch: C thkhng nh mc bn snphm, nhng cn nh mc bn c dch vi km sn phm.

2. "Cht chm" khch hng vi cc iDevices

Nu bn lun cm thy rng cc sn phm ca Apple bn ra qu t so vi nhng thit b c cng cuhnh, chc nng th y chnh l cu tr li dnh cho bn: s thc ng l nh th.

1 v d? chic HP TouchPad 16 GB va mi ra mt ca HP sau khi c cc chuyn gia tho ri linh kinv nh gi thi c cho l s dng cc linh kin c gi khong 306.9 USD v c bn vi gi 499 USD.Cng vi 10$ (ginh) v chi ph sn xut, c th thy 1 chic TouchPad 16 GB s c mt khong 317USD sn xut (cha tnh ph marketing, nghin cu pht trin v cc thnh phn "ru ria" khc). Nh vyvi mi chic TouchPad xut xng, HP ch c tht ti 182 USD tng ng vi khong 36.5 % linhun/gi bn. Thc tnu tr chi ph pht trin, marketing v cc khu khc chc chn con s sgim i rt nhiu v gn hn vi t sut li nhun trung bnh 7.27% c tnh ca HP.


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Chi ph sn xut 1 chic iPad thp hn nhiu so vi gi Apple bn ra.

Trong khi , 1 chic tablet tng t TouchPad l iPad 1 bn 16 GB c chi ph linh kin ch khong 219$,cng vi 10$ chi ph sn xut chng ta s thy t sut li nhun trn mi chic iPad xut xng s l 49%.y chnh l ngun gc ca gi c ct c m cc iDevices bt ngi mua phi tr. V ti thn na l ccphin bn c cu hnh cng cao th Apple li "mc ti" ngi s dng cng nhiu. Vi phin bn c cu

hnh cao nht 64GB Wifi + 3G, Apple ch mt 346.15$ cho mi thit b xut xng nh li bn ti 829$mt my (58.2% li nhun).

Cha kn vic iPad tng c coi l 1 sn phm gi "mm" trong h iDevices. Nhng ngi anh emca n nh iPhone, iPod cn gip Apple "bn rt" ca ngi s dng hn thrt nhiu: iPhone 4 16GBc xc nh c gi linh kin ch vo mc 188$ trong khi gi bn phin bn m mng l 600$ (68.7%).Hoc nh chic iPod Nano c tnh ch mt 49$ cho qu trnh sn xut nhng li c bn vi gi ln


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n 179$ (72.62%). V c lnn lu { bn c rng khng th c sn phm no t mc li nhun/gibn l 100% v cc sn phm thit bu tn 1 phn chi ph cho linh kin v lp rp nht nh.

Khng kh nhn ra, bao nhiu nm nay Apple vn c 1 trit l kim tin khng i: Chn p cc itc gia cng phn cng v "bp hu bp hng" ngi mua nhm em li li nhun ti a trn u snphm ca mnh. V thnh tht m ni th chin lcy ca Apple thnh cng m mn: Ring trongqu 1 nm 2011, Apple thu c gn 17.3 t $ tin bn cc iDevices, chim ti 65% doanh s bn hngca hng ny. Hy nhn con s vi 68.7% li nhun ca iPhone 4 hoc 72.62% li nhun ca iPod bnshnh dung c lng tin v ti Apple khng l ti mc no.

3. t cc vo thit b cm tay

Nu bt kz ai cn nghi ng v vic k nguyn Hu-PC ang hin hu xung quanh chng ta, v bn munchng minh rng anh ta sai, cch n gin nht l hy a ngi c bo co ti chnh ca Apple.Trong khi cc thit b cm tay ang chim ti 65% doanh s bn hng ca Apple, th cc thit b chyMac OS X nh Macbook Pro, iMac... li ch nm gi 1 t l khim tn: 20%. V hy nhn li, ch sau c 4nm k tngy iDevices u tin ra mt (iPhone ra i nm 2007), Apple i ln t ch ch kinh doanh

my nghe nhc v PC bc ln v tr nh sn xut smartphone v tablet hng u thgii.

Cc thit bchy iOS ang dn ln t dng PC chy Mac OS X truyn thng ca Apple trong doanh s, bt

chp vic 1 chic laptop hay desktop thng c gi bn cao hn nhiu so vi 1 iDevices.

Si chiu trong chin lc kinh doanh ca Apple c thc gii thch nh sau:


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Mac OS X kh lng ng ni Windows. y l mt s thc khng th chi ci. Nn tng ca Microsofthin vn nm gin gn 90% th phn hiu hnh dnh cho my tnh c nhn. Nhng nm gn y,my tnh chy Mac OS r rng ang c stng trngn tng, tuy nhin ngy m Mac c th thay thWindows c l s khng bao gin.

V chnh v Mac OS X khng thginh c v tr thng tr, Apple s kh lng "cht chm" khch hngca mnh. Nu gi ca my tnh chy Mac qu cao so vi cc hng khc, a sngi s dng s lp tcquay lng li vi Mac v tr v vi "vng tay" ca Microsoft v n gin l v nhng g m my chy Macc thlm c th PC dng Windows cng c th, iu ngc li cha chc ng. Ni 1 cch ngn gn,p lc ca Mac OS X khng bt ngi dng ngoan ngon mc ti.

Nhng cc iDevices th li khc. AppStore hin ti vn cha tm c i th, thit kca cc iPhonevn l c nht v nh, sn nh ca iOS vn cn khin cc smartphone Android cn phi ui theo didi... Nhng g m cc iDevices c, bn khng th tm thy bt k sn phm no khc. Chnh im ny khin Apple ddng "lm gi" cc iDevices hn trn sn phm PC truyn thng.

Kt

Apple bc chn vo k nguyn "Hu-PC" sm hn bt k hng sn xut no khc trn thgii. Thmch1 gc no , chnh Apple khai sng ra k nguyn ny vi cc iDevices. Chnh s tin phongv to bo ca Apple khin hng ny nhn c stng thng xng ng: Trong lc cc cng ty"gi" nh Microsoft, Google cn ang cht vt vi mc tng trng lt t trn di 20% th Apple nhyvt vi mc "trng n" trn 70% thm ch cn nhanh hn nhiu cng ty "tr" khc. Nhng t mt ainhn ra rng phng hng kinh doanh ca Apple khng cn ging nh cch y vi nm: thay v tptrung vo thtrng desktop v laptop nh 20 nm trc, giy Apple tr thnh 1 cng ty chuynsn xut thit b cm tay.

Chnh s nhanh nhy ca Apple khin cng ty ny "thay mu" thnh cng khi bc sang thi i hu-

PC. Rt nhiu ngi thc mc rng v sao Apple li c th kim nhiu tin v "tng trng" nhanh nth? Cu tr li rt n gin: "V Apple ngy nay khng cn l Apple cch y 4 nm".

Theo GenK

Apple cmy kim tin v gi

c xng tng l hng cng ngh gi tr nht th gii, vt qua cngi khng l Microsoft,Apple khin khng t ngi phi t hi thnh cng ny n tu?


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Nhiu ngi gii thch rng nh tnh ci tin khng ngng, nhng nu i su phn tch tng bc trongm hnh kinh doanh ca Apple c th vi iPhone, mt bc tranh kh th v s hin ra.

Chng ta s bt u t thi im khch hng bc vo O2, Vodafone hoc bt k nh mng di ng no mua my iPhone 3GS. Nu l mt cng ty bnh thng, Apple s phi tn 15% li nhun cho nh bnl. Nhng, khi sc mnh thng hiu kt hp vi mi e da ngm ngm t h thng bn l sn c caApple khin hng ny c quyn bn sn phm cho nh phn phi vi gi gn bng gi bn cho khchhng. Ni trng ra nh bn l chng c ng li no. Apple c uy nh th bi v n chnh l thng hiumc tiu m mi nh bn lu ao c v n thng mang li doanh thu ngoi bin ht sc hp dn.

Nhng, khn ngoan hn na l cch Apple bn iPhone qua nh mng. Mc gi bn lbnh thng 400bng Anh c Apple hgi v bn cho ngi tiu dng mc 190 bng nu h k hp ng thu bao2 nm. y l hp ng quan trng vi nh mng v h ch c thn li t khch hng mua iPhone sau16-17 thng k thu bao.

Nhng nh mng nh Vodafone v O2 lun t ho vnng lc marketing v ti sn thng hiu camnh, nhng chnh h t khai t t2 nm trc. Khi cung cp nhng mu in thoi ging y nh i

th cnh tranh v xa m s khc bit ha thng hiu vi nhng mc gi khuyn mi r bo, h nhanhchng t h mnh thnh nhng hng ha bnh thng. V giy, hang trgi t trong thng vvi iPhone khi Apple hng trn mi li nhun trc tip cn h th hng ht ri ro.

V vy, vi mi my iPhone do nh mng bn ra, Apple t ti 400 bng. D nhin, khng phi tt c400 l li nhun. Trong iPhone c nhng b phn Apple phi mua li t nh cung cp. Nh vo nhngbi vit p hp iPhone trn lan trn mng, chng ta bit c rng b phn t nht ca iPhonechnh l th nh do Toshiba cung cp vi gi 17 bng. C th, gi linh kin iPhone s h dn v tngcng s tin Apple phi chi ra ch l 124 bng. Sc mua trn thtrng cng vi li th chi ph t quy mcho php Apple thu c, tnh n lc ny, l 276 bng, sau khi tr c chi ph linh kin.

D nhin, c linh kin th phi c lp ghp. Nu bn lt mt sau ca chic iPhone, gn cui my cdng ch nh xu, hi kh c nhng cng chng ta bit iPhone c th k bi Apple California. Lp rp ti Trung Quc. Tng chi ph lp rp ch l 4.5 bng. Apple gic chi ph snxut thp do phn ln iPhone c Foxconn lp rp ti nh my khng l Shenzhen. Foxconn trlng cng nhn ch khong 200 bng/tun v buc h phi lm vic nhiu gi, khng th tip xc vingi khc v thng xuyn phi tng ca.

Kt qu l Apple ch cn chi 1% t gi bn ll b li ton b chi ph sn xut. Nhng cng nhnca Foxconn th khng c may mn nh th; hn 10 cng nhn tr ca nh my ny t st v hang phi i u vi scandal o c mc ton cu.

Nhng con s 275 trn vn cha tr thnh li nhun thc s. Chng ta phi tnh n chi ph bn hng,

qun l v hnh chnh (SG&A) chnh xc l mi khong lng bng, qung co v chi ph vn hnhkhc. Trong bo co thng nin, Apple khai chi ph SG&A ca mnh chim khong 12% doanh thu. Vvy, vi mi my iPhone bn ra, ta phi tri 48 bng. V y l con s cui cng chng ta c l 227bng tin li vo ti Apple, v t chuyn sang cc cng di dng c phn.

Chi ph sn xut thp cng vi tnh nhy cm v gi cng thp hn gip Apple hng tng li nhun bnhng ln n 60%. Ni trng ra, h hon ton chiu trn so vi cc i th lng ly mt thi nhNokia (33%) hay Sony Ericsson (8%). y l mt mc li nhun thch thc c s tri dy non tr ca


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Trung Quc di gc siu cng kinh t. Trphi ngi Trung Quc c th xy dng nhng thnghiu mnh cho ring mnh, h s mi chu gii hn bi cc hp ng mi thu tnc ngoi v vn tiptc tm cch kim li t sn xut, hin l trng tm ca ngnh cng nghip ca nc ny.

Vi cc chuyn gia tip th, vic phanh phui b my kim tin ny mt ln na khng nh uy th tithng ca xy dng thng hiu. Khch hng khng ngng tm n v hon ton khng quan tm vgi. Li nhun khng l. V th khc bit c m bo. Nh bn l khut phc v cng vic kinhdoanh, nh Apple chng t, s khng ngng sinh li.

Trn Nguyn An Nhin DNA Brandingwww.dna.com.vn

Theo The Brand Positioning Workshop

Th 5, 20/10/2011, 15:00

Bc tranh ti chnh nm 2011 ca Apple

Trang cng ngh Cnet va phc ha c mt bc tranh kh y v nhng g m g khng l cng

ngh MApple lm c trong cnm ti kha 2011 ny.

Qu ti chnh hin ti ca Apple v cng l qu{ ti chnh u tin cnm ti kha 2012 bt u t

thng trc.

V y l bc tranh ti chnh ca Apple trong nm ti chnh 2011 c th hin qua nhng con s:

108 t USD: y l tng doanh thu ca Apple trong nm 2011. Con sny cao hn 66% tng doanh thu

m Apple t c trong nm ti kha 2010.

25,9 t USD: l khon li nhunng m c ca Apple trong nm 2011, tng ng vi 27,68

USD/c phiu, tng 85% so vi mc li nhun nm ngoi m hng t c l 14 t USD.

81 t USD: Llng tin mt hin ti ca Apple v 2/3 trong sny c ct ginc ngoi. y l

con sm Peter Oppenheimer, Gim c ti chnh ca Apple cng b trong mt hi ngh din ra mi

y. CEO Apple, Tim Cook cho bit hin cng ty ang s dng mt phn lng tin mt ny ti u

t vo cng vic kinh doanh ca mnh. Nhng dn u t ny bao gm vic mua li nhng cng ngh

nh Siri m Apple thu tm hi nm ngoi v a vo iPhone 4S; u t vo s hu tr tunh

vic Apple chi tin cho cc bng sng chNortel v chi cho cc ca hng bn l ca hng.

Bt kz s kin ra mt sn phm no ca Apple cng c khch hng n nhn.

72 triu in thoi iPhonec bn ra: Trong c 4 qu ti chnh va qua, Apple bn c 72 triu

chic in thoi iPhone, gn gp i so vi doanh s 40 triu chic hi nm ngoi. ng ch { l doanh

s bn hng ca iPhone trong qu ny stng t bin v Apple va pht hnh mt mu iPhone mi. Tt
http://www.dna.com.vn/http://www.dna.com.vn/http://www.dna.com.vn/http://www.dna.com.vn/


16/84

nhin, iPhone 4S skhng c tnh vo bo co ti chnh qu 4 ca Apple. Chng ta s phi chn

bo co ti chnh qu{ u tin ca nm 2012 mi bit c c bao nhiu chic iPhone 4S thc sc

bn ra.

32 triu chic my tnh bng iPad c bn ra: y l nm ti chnh u tin m Apple tung ra th

trng iPad v ngi tiu dng nhit tnh n nhn sn phm mi ny ca Apple. Khong 2/3 trongs 32 triu chic iPad ny c tiu th trong vng 6 thng cui, vi chic my tnh bng iPad 2 mi

cng ng gp nhiu vo doanh sn tng ca hng.

17 triu my Macc bn ra: My Mac c th khng phi l sn phm tr ct ca Apple nh iPhone

v iPad tuy nhin hng nm, Apple u tng c doanh s bn ra my Mac. Slng my Mac

c tiu thtng 23% trong qu{ u tin, tng 28% trong qu{ 2, tng 14% trong qu{ 3 v tng 26%

trong qu 4. Trong qu 3, mc tiu th c phn chm li do ngi tiu dng c tm l chi Appe pht

hnh nhng chic my tnh chy trn hiu hnh Mac OS X Lion.

42,6 triu my nghe nhc iPodc bn ra: Doanh s bn ra ca iPod tip tc st gim trong nm nayv kt qu ca qu 4 l ti t nht. Slng iPod c tiu th gim 27% so vi cng kznm trc mc

d vy Apple vn cho rng iPod lm c tt hn nhng g cng ty mong i. Con s 42,6 triu my

bao gm tt c cc model iPod tuy nhin, Apple khng nh iPod Touch vn tip tc l sn phm chim

phn ln doanh s bn ra ca gia nh iPod.

40 ca hng bn l mi c khai trng: Trong nm ti chnh 2011, Apple m rng ch bn l

ca hng vi vic khai trng thm 40 ca hng mi. ng ch { l c ti 30 ca hng trong s ny

c m trong qu 4 v 21 ca hng mi c xy dng bn ngoi nc M. Hin ti, Apple ang c ti

357 ca hng trn khp thgii.

Trang cng ngh Cnet ha hn s c mt phn tch su sc hn vbc tin ca Apple trong nm 2011

khi hng cng b bn bo co ti chnh hng nm. D kin bn bo co ny sc trnh ln y ban

Chng khon v Hi oi vo cui thng ny.

Theo V Hin

Th 2, 25/07/2011, 22:39

Biu hiu sut kinh doanh siu phm ca Apple

Bill Gross sng lp IdeaLab phi tht ln: Trong lch s c cng ty no c th ln ti mc ny, v c

cng ty no c thtng trng mc phn trm ny chsau 1 nm?


17/84

Nhng g xut hin trn biu khin mi ngi cn kinh ngc hn c con s 7,31 t USD Applekim c trong qu 3 ti chnh va khp li. Mc tng trng doanh thuca Apple cAsymco biu ha gip mi ngi hnh dung d dng hn v nhng g Apple lm c.Qu 3 ti chnh va qua, tng trng doanh thu ca Apple tng 82% so vi cng k nm ngoi.y thc s l con s cha tng c cho mt cng ty vi doanh thu hng qu khong 28,6 tUSD.

Biu li nhun ca Apple. Ngun: Asymco.
http://cafef.vcmedia.vn/Images/Uploaded/Share/2011/07/25/Apple-1.jpghttp://cafef.vcmedia.vn/Images/Uploaded/Share/2011/07/25/Apple-1.jpg


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Theo biu , hu nh lng tng doanh s ch t hai sn phm iPhone (mu xm) v iPad (xanhbin).Thc t, 71% lng bn v 78% doanh thu ca Apple u ti t cc thit b chy h iuhnh iOS. Ch ring iPad lm tht lng Mac bn ra.

iu ng kinh ngc nht y chnh l ln u tin sau 6 nm, doanh s bn hng qu 2 t

nh v vt qua c doanh s bn hng k ngh qu 4. Cc lng bn nh u din ra trongsut cc k ngh, tuy nhin, s ln mnh ca th h sn phm cm ng mi ca Apple gipqu va ri tr thnh Super-seasonal perfomance (ma bn hng siu phm).

Biu tng trng ca Apple. Ngun: Asymco.

Biu th 2 cho thy s gia tng c sn lng bn ra ln li nhun rng trong vng 7 qu vaqua. Trong khi doanh s tng 82%, li nhun tng ti 122% - thc s l mc tng k lc vbng n. c bit, ngita ch thng thy nhng con s bng n th ny cc cng ty khinghip nh vi li nhun vi triu USD, khng phi l mt g khng l vi li nhun 7,3 t USD.So vi nm ngoi, Apple kim thm 4 t USD li nhun.

Khi nhn vo nhng con s ny, Bill Grosssng lp IdeaLab phi tht ln: Trong lch s ccng ty no c th ln ti mc ny, v c cng ty no c th tng trng mc phn trm ny

ch sau 1 nm? y c l cng l cu hi m cc i th cn phi tm ra cu tr li nu muntheo kp c tc ny ca Apple.

Theo Du Lam

ICTnews / TechCrunch

Th 6, 22/07/2011, 15:59


19/84

Nhng ct mc ng nh trong lch s pht trin ca Apple

Hng tin Reuters im li nhng du mc chnh trong lch s ca hng cng nghm Steve Jobs

ng sng lp trong mt garage t ny.

Apple cho bit, sau khi ri chc CEO, Steve Jobs c bu lm Ch tch hng. Chic gh CEOca ng s do Gim c hot ng (COO) Tim Cook m nhn.

Nm 1976: Hai ngi bn ng hc trng ph thng l Steven Wozniak v Steve Jobs bt taysng lp cng ty Apple Computer, vi tr s u tin l mt garage t. Sn phm u tin cah l chic my tnh Apple I c dng mt bng mch.Chic my c ra mt ti mt cu lc bmy tnh Palo Alto, California.

Nm 1977: Apple II cho i. y l chic my tnh c nhn u tin, c v nha v hamu.

Nm 1983: Apple bt u bn ra Lisa, chic my tnh bn dnh cho doanh nghip vi giaodin ngi dng dng ha - h thng quen thuc vi hu ht ngi s dng my tnh ngynay.

Nm 1984: Apple gii thiu chic my tnh c nhn Macintosh.

Nm 1985: Steve Jobs ri Apple sau mt trn u quyn lc.

Thng 9/1997: Steve Jobs c bt lm CEO lm thi ca Apple sau khi cng ty bo l hn1,8 t USD.

Thng 11/1997: Steve Jobs gii thiu mt dng my Macintosh mi vi tn gi G3, v mt trangweb cho php khch hng t hng trc tip t Apple.

Nm 1998: Apple gii thiu my tnh bn iMac.

Nm 2001: Appel trnh lng my nghe nhc iPod.

Nm 2003: Gian hng trc tuyn iTunes Store m ca, cho php ngi s dng mua v ti nhc,sch m thanh, phim v cc chng trnh truyn hnh.

Thng 8/2004: Steve Jobs tuyn b vic ng tri qua mt cuc phu thut thnh cng ct bkhi u c tnh tuyn ty.

Thng 10/2005: Tim Cook c giao gi chc COO ca Apple sau khi m nhim vai trPh ch tch ph trch bn hng ton cu t nm 2002.

Thng 1/2007: Apple tung ra in thoi thng minh iPhone.


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Nm 2008: Apple m gian ng dng App Store nng cp iTunes.

Thng 1/2009: Steve Jobs ngh vic v l do sc khe. COO Tim Cook lnh o cng ty thay choSteve Jobs.

Thng 6/2009: Steve Jobs tr li cng ty sau mt cuc phu thut ghp gan. Thng 4/2010: Apple bt u bn iPad trn th trng. y l chic my tnh bng vi mn hnh10 inch. n cui nm 2010, iPad chim 84% th trng my tnh bng ton cu.

Ngy 17/1/2011: Steve Jobs tuyn b ng s ngh m thm ln na.

Thng 2/2011: Apple gii thiu iPad 2.

Ngy 9/8/2011: Apple vt hng du la Exxon Mobil tr thnh doanh nghip nim yt c gitr vn ha ln nht th gii.

Theo An Huy

VnEconomy

Dn tr / Cnet

Th 6, 12/08/2011, 11:37

10 b quyt bin Apple thnh cng ty ln nht M

Apple lm c mt iu cha tng c vi mt tp on tm cnh vy: doanh s lin tc tng vitc 2, thm ch 3 con s mi nm, vn ln thnh cng ty c mc vn ha ln nht M.
http://cafef.vcmedia.vn/Images/Uploaded/Share/2011/08/12/SteveJobs12.jpg


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Vi gi tr vn ha thtrng 337,17 tUSD, Apple chnh thc ginh ngi vng sut nhiu nm qua

ca Exxon Mobil. Hng du nht ny tt xung v tr s hai khi cht vn ha 330,77 t USD.

Trong vng 2 nm, gi tr vn ha th trng ca Apple nh bi nhng tp on khng lkhc nh Microsoft, IBM, Wal-Mart v Cisco.

Di y l mt s yu t a gi tr ca Apple ln hng bc nht th gii theo tng hp ca24/7 Wall St.

1. Sn phm lin tc c ci tin

Apple c kh nng lin tc trnh lng nhng phin bn mi ca cng mt sn phm, bng cchci tinchng. My tnh Mac ln u tin c ra mt cng chng vo nhng nm 1980. Hinti, Mac c loi kch c, b x l v tnh nng phn mm. Gn y, doanh s sn phmny t mc cao nht trong lch s.

Mt v d in hnh khc minh chng cho khnng ti to sn phm ca hng ny l iPod,c by bn ln u tin nm 2001. Trong thp k qua, c hn 10 phin bn ln ca iPod rai.

Trn ht, im nhn ng ch nht ca Apple v kh nng ny chnh l iPhone. Ti y, hngs cho xut xng iPhone 5. Tuy cc tnh nng c bn ch yu vn c gi nguyn, nhng snphm phin bn sau ca Apple lun ph bin hn phin bn trc.

2. Sn phm mi

Trong vng 20 nm, sn phm duy nht ca Apple ch l my tnh Mac. Nhng hng ny

khng ngng lm phong ph thm kho sn phm ca mnh vi iPod, iPhone v iPad. iPod cmt trn th trng c 10 nm, iPhone l 3 nm, cn iPad mi vn vn mt nm. Khng mthng no trn th gii c kh nng trnh lng sn phm mi vi tc nhanh nh Apple. Doanhs bn sn phm sau u cao hn sn phm trc.

3. Li nhun khng l

T l li gp ca Apple t hn 41% v tng chc trong nhng qu va qua. y l iu chatng c trong ngnh cng nghip phn cng v gip tp on c gi hn trong mt cc nh ut. Nh vo quy m v tn qu ln m Apple c th la chn nh cung cp thit b vi gi thnhthp nht.

4. Nhn vt i din xut sc

Steve Jobs tr thnh mt nhn vt c ngng m trong mt khch hng v cc nh u tca Apple. Hin ti, ng l mt trong nhng CEO, nu khng mun ni l mt trong nhngngi ni ting nht th gii. Jobs c xem nh l ngi to ra mi sn phm ca Apple, tkhu thit k n tip th. Ngi ta khng quan tm n chuyn trn thc t, ng khng th lmtt c t u n cui.


22/84

5. May mn

Apple thc s rt may mn. Trc y, ch thiu cht na hng khng vt qua ni s tncng nh v bo ca lot my tnh vi h iu hnh Windows. Apple cho ra mt iPod ng vothi im Sony ang thng tr th trng vi dngsn phm Walkman. Tuy nhin, Sony chm

chn trong vic nghin cu cho ra i cc sn phm k thut s. Sau , Apple gii thiu snphm iPhone trong bi cnh th trng in thoi di ng gn nh bo ha. Song, cng llc cc vn v thit kca Nokia ni ln, doanh s bn RAZR ca Motorola gim st, cngnh BlackBerry ch c RIM nhm n th trng doanh nhn.

6. H thng phn phi

Apple c mi lin h cht ch vi cc nh cung cp dch v khng dy v cc nh phn phi.Hng c th khinAT&T phi b ra hn 400 USD cho mt in thoi c c quyn phnphi iPhone. Cng vi phng php ny, Apple bt tay vi mt s nh cung cp ti chu u,v sau l ti Nht Bn v Trung Quc.

Tng t vi cc nh bn l trn mng. Sn phm ca Apple l mt im nhn l tng thuht khch hng n vi cc trang thng mi in t, v tt nhin l gia tng doanh s bnhng na. Sn phm ca hng c mt trn cc trang ch ca bestbuy.com, v c mt v tr cbit ti cc gian hng in t ca nhng doanh nghip bn l nh Wal-Mart.

7. Kho ng dng khng l

Nhiu chuyn gia phn tch cho rng kho ng dng cho cc sn phm ca hng, c bit l choiPhone v iPad to ra lng khch hng trung thnh khng l vi th trng smartphone vmy tnh c nhn.

Vi 400.000 ng dng Apple ang s hu, sn phm iPhone c th c c nhn ha khngci no ging ci no. Nhng cng ty phn mm v Internet mnh nht th gii xy dng vtch cc qung b cho ng dng ca Apple nh l mt cch hu hiu thu ht khch hng miv gi chn khch hng c.

Khng mt hng pht trin game, trang web ln, knh truyn thng x hi hay nh cung cpphn mm my tnh ln no khng dng t nht mt ng dng c s dng trn sn phm caApple.

8. m nhc v phim nh

iTunes l nh phn phi ni dung truyn thng ln nht th gii. Sn phm TV ca Apple em ni dung trn cc sn phm truyn thng ca hng n tn phng khch ca cc gia nh.Dch v iCloud mi y cho php ngi s dng tip cn vi cc kho d liu truyn thng cah t bt k thit b c lin kt vi iTune no trn th gii.

9. Tip th


23/84

Qung co nm trn truyn hnh nm 1984 ca Apple cho my tnh Mac vn l mt trong nhngchin dch qung co n tng nht trong lch s.

Chin dch Think Difference ca hng t cui nhng nm 1990 cng tng t, s dng hnhnh cc nhn vt nh Albert Einstein v Thomas Edison. Hay mi y, qung co thm album

ca ban nhc The Beatles ln iTunes c trnh chiu trn khp th gii.Qung co Mac vs. PC cng l mt trong nhng chng trnh tip th c bn lun si ninht trong vng 2, 3 nm qua. Apple c kh nng lm cho ngi ta tin rng h c mt khpmi ni. V trn thc t gn nh vy.

10. Thit k sn phm

Cc sn phm ca Apple liu c thit k u vit hn cc hng i th? Dng nh phn ng cath trng cho thy iu . Thit k nt bm trn mt vng trn ca iPod gip trnh nhmln cc phm. My tnh Mac gn nh trong khi a s sn phm cng loi khc li cng knh ,

nng n. IPhone c bn phm cm ng thay v hng lot nt bm theo bng ch ci b xu. IPadmng hn a s sn phm laptop trn th trng. Cc tnh nng my nh, video, a nhim uc nh gi vt tri so vi sn phm ca cc hng khc.

Theo Ngc Thy

VnExpress

Apple da vo chin lc nn tngCh Nht, 20/3/2011, 10:32 (GMT+7)

(TBVTSG) - Apple cng b mc doanh thu cng nh li nhun k lc trong thi gian trc lGing sinh nm 2010. Trong vng ba thng tnh n ngy 25-12-2010, li nhunrng ca cngty l 6 t -la M trn tng doanh thu l 26,74 t -la M.

Nhng dng sn phm nh in thoi iPhone v my tnh bng iPad ang thc y s tngtrng mnh m ni trn ca Apple. AM Sacconaghi, nh phn tch ca cng ty Sanford C.Bernstein, c tnh rng iPad ang mang li 15-20 t -la M cho Apple trong nm u tinc tung ra th trng. Vi mc doanh thu ny, nu iPad l mt cng ty c lp, n s nmtrong 150 v tr u ca danh sch Fortune 500 (danh sch 500 cng ty ln nht M da trn thunhp do tp ch Fortune tng hp).

Chin lc nn tng

ng lc thc s cho s tng trng ca Apple chnh l nhng phn mm v dch v hot ngtrn cc sn phm ca h: phn mm iTunes v ca hng iTunes qun l, ti, mua nhc v nidung truyn thng; phn mm iPhone v iPad to ng dng v dch v App Store bn ngdng.


24/84

Khi s lng ngi mua iPhone v iPad gia tng th cng c nhiu nh pht trin phn mm vcng ty truyn thng mun vit ng dng cho cc thit b ny. Tng t, kh nng ngi tiudng mua nhng thit b ny s cao hn khi c nhiu ng dng gii tr v thng tin dnh chochng.

S kt hp ca phn cng, phn mm v dch v c gi l mtnn tng. Nhng nn tng cngngh thnh cng gip cc cng ty duy tr v thc y tng trng, ng thi nng cao sc mnhcnh tranh. ng Michael A. Cusumano, mt gio s ti Trng Qun l Sloan thuc Vin Cngngh Massachussetts, nhn nh: Apple ang thnh cng trong vic chuyn dn t mt snphm sang mt chin lc nn tng. Nn tng thnh cng khng ch gi gn trong ngnh cngnghip cng ngh. Tuy nhin, chin lc nn tng c khuynh hng xut hin nhiu nht vc tng thng xng ng nht l trong lnh vc cng ngh.

Trong th trng doanh nghip, hng IBM ang theo ui mt chin lc nn tng ch yu tptrung vo phn mm Websphere hot ng trn Internet, s dng cc cng c lp trnh, dch vcng ngh v my tnh ca cng ty. Trong khi , Oracle cng pht trin mt nn tng in ton

i th, kt hp phn mm c s d liu ca mnh vi cc ng dng kinh doanh v phn cng.

Dch v tm kim ca Google ang l chin lc nn tng Internet hng u. Trong lnh vc mytnh c nhn (PC), Microsoft chnh l bc thy v chin lc nn tng.

ng lc t thit b di ng

Tng l cng ty hng u trong lnh vc my tnh c nhn, Apple tt li pha sau mc d cmt s sn phm ni bt. L do l h m nhn vic sn xut hu ht phn cng v phn mm,ng thi khng gy dng mt cng ng ln cc i tc ph thuc ln nhau. D vy, michuyn tr nn tt p hn vi Apple trong th trng thit b di ng. ng Marco Iansiti, mt

gio s ti Trng Kinh doanh Harvard, nhn nh: iPhone l mt sn phm tuyt vi m rtnhiu ngi mun vit cc ng dng cho n. y l mt v d cho thy mt sn phm thu ht cth dn n s ra i ca mt nn tng.

T s thnh cng ca iPhone, Apple tng cng ve vn cc i tc v nh cung cp bn ng oid vn c nhng quy nh kh nghim ngt dnh cho nhng ng dng hot ng trn thit b camnh. Chin lc ny vn ang c hiu qu cho n gi d vn cn khng t kh khn ch nApple pha trc. Thch thc ln nht c l n t Google khi h iu hnh Android ang nhanhchng thu ht ngi s dng v nh pht trin. Trong nm 2009, khong 25 triu chic iPhone c tiu th so vi 8 triu in thoi Android. n nm ngoi, theo c tnh ca cng tySanford C. Bernstein, s lng in thoi Android c tiu th tng vt ln 61 triu chic trong

khi s iPhone ch vo khong 48 triu chic.Tng t nh Microsoft trong ngnh cng nghip my tnh c nhn, Google cung cp phn mmkhng phi phn cng cho in thoi thng minh. Ngoi ra, Google cng bt tay vi nhiu nhsn xut phn cng vn bn thit b cho cc nh cung cp di ng. Tri li, trc khi t thathun vi Verizon trong thng Ging, Apple ch c mt nh cung cp di ng duy nht l AT&T.iu ny t nhiu hn ch vic phn phisn phm ca Apple. Ngoi ra, tng t nh chinlc i vi my tnh c nhn, Apple cng m nhn vic lm c phn cng v phn mm cho


25/84

in thoi thng minh.

(The New York Times)Th 6, 12/08/2011, 10:00

Xy dng thng hiu theo cch ca AppleTip th chl iu kin cn, chcha phi iu kin . iu kin , trn thc t, phi l nhng sn

phm c th trthnh pht ngn vin cho thng hiu ca chng.

Cch y t ngy, cng ty nghin cu th trng Millward Brown cng b danh sch nhngthng hiu gi tr nht th gii. Ln u tin Apple ng u danh sch ny. Gi tr thng hiuca Apple l 153 t USD, tng 84% mi nm. ng, Apple rt ho phng trong vic thc ythng hiu ca mnh, nhng nghin cu li cho thy gi tr thng hiu tng vt l nh vo nhhng ca 2 sn phm: iPad v iPhone.

Bt c nh tip th no cng s tm thy mt bi hc Apple. Bn mun xy dng mt thnghiu quyn lc? Hy t hi mnh liu sn phm/dch v ca bn c th tr thnh s gi chothng hiu hay khng.

Gi m cc hng t Detroit (bba hng t GM, Ford v Chrysler cn c gi l Big Three hay DetroitThree) lu tm n iu ny t nhiu nm trc. H dnh tin cho qung co nhiu hn bt clnh

vc no khc trong nn kinh tnc M. (GM tng chi mnh tay hn c tp on hng tiu dng P&G.)

V h phi tri qua giai on kh khn gn cht mi nhn ra mt s tht quan trng: bn c th

qung co v xc tin tt c nhng g bn mun, nhng n cui cng qun trthng hiu vn l v

bn thn sn phm.
http://cafef.vcmedia.vn/Images/Uploaded/Share/2011/08/11/applebrand.jpg


26/84

Mt thc phim qung co 30 giy sko di ch30 giy! Cn khi khch hng n mua t, th tri

nghim ca hlc sko di hng nm lin. Mt chic t khng chy tt chc chn s bo mn

thng hiu v t vt s vn cn mi k c thi gian c tri qua.

C 4 cch bin th m bn bn thnh s gi cho thng hiu ca bn. Tuy khng phi cng ty

no cng c th thnh cng, nhng bn cng nn cn nhc bin sn phm ca mnh thnh.

. Tin ch c thng hiu:n tn lc ny, Google vn cha phi chi ra 1 xu cho qung co. c nh

gi 111 tUSD, thng hiu ca Google c nhn din nh dch v ca hng c mt khp ni, ban u

l cng c tm kim ri m rng sang hiu hnh Android, cc dch v Google Earth, Google Maps,

Google Trends v mt danh sch khng l nhng c tnh v ng dng lin quan. Google l tin ch

thng tin.

Thay v mang n nc, in hay kh t, Google mang n cho khch hng cu tr li. Tng tnh

vy, trong khi thit lp c tiu chun vng cho thng mi trc tuyn, Amazon vn rt h tin

trong vic y mnh thng hiu. Thay v th, hng li phn b ngn sch tip th xy dng sn phm

tt hn: giao hng tn ni, t hng ch bng mt c click chut, thng a ra nhng mc gi thp

nht, v a ra nhng gi { mua hng thng minh. Amaon to ra tin ch mua sm nh cao. ng l

biu tng nhon ming ci trn logo Amazon rt hay, nhng thng hiu Amaon c xy dng ch

hon ton da trn tnh hu dng ca trang web ny.

.Ngi kt ni x hi: Thng hiu Facebook tin ln v tr th 35 trn bng xp hng mi nht vi

gi tr 19 t USD. Facebook li l mt kiu tin ch loi khc. Li ch vi ngi dng, d nhin, l kt ni

vi nhng ngi dng khc, l lm giu tri nghim vi hng t tnh nng v hng trm nghn ng dng

ca cc bn th 3, nhiu cch thng tin, chia s, v giy cn l kt hp vi Skype. Nhng thnh qu

khng l ca nn tng ca Facebook m bo rng hng chng cn phi chi tin cho phng tin truyn

thng lm g.

Ni v Skype, mt thng hiu gi tr khng l khc thnh cng nh kt ni mi ngi. Nm ngoi,

Skype tuyn b c 663 triu ngi ng k s dng, cng khng km cnh g con s 750 triu ca

Facebook. Bi hc tng t c th thy t Twitter, LinkedIn v Foursquare. Mi mt cng ty trong s

ny u xy dng ti sn thng hiu bng cch chuyn ti gi tr bng cam kt kt ni cng ng, ch

khng phi ch l li tuyn b sung ca chthng hiu.

.H thng tnh nng: BMW t rt lu kt ni cu thn ch thng hiu ni ting: chic xe tuyt

nh vi sn phm ca mnh trn thc t. Qu l duy tr nhn thc vthng hiu cng rt quan trng

nu bn mun bn c xe trn quy m ln. Nhng iu khin khch hng phi quay li vi BMW chnhl nhng chic xe vi ng nhng gi tr c hng tuyn b. Mt hng t khc cng hc c

iu ny: Sau mt lot nhng vn v cht lng, VW thay i cch thc ca mnh. CEO Martin

Winkerhorn ca hng, ngi b m nh v cht lng, ni vi tp ch Business Week: Sn phm l

danh thip kinh doanh ca chng ti i vi khch hng.

Chng phi hon ho. Trong lnh vc nu nng, nhiu b ni trcng c c tri nghim hi lng

tng t nh s dng sn phm ca OXO Good Grips. Bn khng cn mt chin dch qung co bit


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rng nhng sn phm bp nc l mt ny tt c cc sn phm ca hng u c tay cm bc cao su en

hnh c - hot ng rt tt v d s dng. Bn ch cn th dng mt ln l s bit iu . Mt chic dao

gt v ca Good Grips rt d cm. C th bn sni iu tng t v Big Green Egg (bp nu a nng

ngoi tri)

.... Sn phm gy nghin: D mi mt sn phm ca Apple thc t cng ch l mt chic mytnh trong v bc b nh, th chng cng c pli bi nhng cm xc d c coi l yu mnhay thm ch l nghin. Trong ngnh t, MINI ca BMW v Beetle ca VW cng gy ra cmxc tng t cho ngi s dng. Ngay c trong nhng ngnh cng nghip cng nhc, cm xccng c th gip xy dng thng hiu. Kiva Systems, hng sn xut dng c vn chuyn hngha trong cc ca hng bn l, nhn ra rng ngay c nhng nhn vt k cu v kh tnh trong lnhvc hu cn cng phi lng nhng con robot quyn r ca hng, v mua sn phm ny bi khnng nng cao hiu sut vn chuyn ca chng.

Vy, liu mt sn phm cc nh c cn phi tip thkhng? D nhin l c, nhng tip th chl iu

kin cn, chcha phi iu kin . iu kin , trn thc t, phi l nhng sn phm c th tr

thnh pht ngn vin cho thng hiu ca chng.

Thu Thy

Theo TTVN/Havard Business Review

Hc t chin lc marketing ca Apple?

Posted 22.03.2011

Nhiu kin tn thnh rng Apple l mt trong nhng hng cng ngh kh thnh cngvi cc chin lc marketing ca mnh v iu thc s ng.

Chin lc m Apple s dng khc hn vi i th cnh tranh t cc khu nh lp website, giithiu cc sn phm iPhone mi, chm sc khch hng cng nh l qung co trn cc phngtin thng tin i chng.

Quan trng l phi p

Trong tt c nhng dng sn phm ca Apple, ngay c n cc chi tit, mi th gn nh honho v bt mt t thit k, ng gi thm ch n c nhng mu qung co trn truyn hnh.


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Apple dnh c mt khong thi gian ln to s ni bt trc i th cnh tranh. V nu ldoanh nghip nh, bn cng c th lm c iu ny.

Hy lu ti hnh thc bn ngoi, cch b tr sp t cng nh mc ch sn phm ca cng ty.

Mi ngi thch nhng tm hnh ln

Hy nhnh nhanh vo website ca Apple v bn s thy rng Apple hon ton tin vo mt cuni ni ting mt bc tranh c gi tr c ngn li ni. Vi mt khi lng thng tin v nidung c ng ti hng ngy. Chc chn, bn s ng vi iu .

Nhng tm hnh ln s tc ng n th gic ca ngi tiu dng v h s mun tm hiu thmcc thng tin v sn phm cng nh v cng ty.

Thng ip n gin


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Apple lun lun khc ghi v thc hin li khuyn ca cc chuyn gia v marketing l hy ginhng thng ip tip th tht n gin. Thng ip n gin l phi d hiu, d nh v d chias. Tuy nhin, n gin khng c ngha l thiu i ngha chiu su ca thng ip. iu ny skhi gi mong mun hiu r bn cht ca thng ip qua vic s dng sn phm ca khchhng.

To cho ngi tiu dng s thch th

Hy nhn vo cc cng ty con ca Apple v bn s thy kh nhiu iu th v. H tip cn khchhng mt cch thn thin.

Chin lc ca Apple khng phi l ni cho bn v nhng im yu ca h l g (trong trnghp bn khng tin vo sn phm), m chin lc ca h l chia s vi khch hng li nhn xtca nhng ngi khc, nhng ngi ang s dng v ni v sn phm ca h. iu s khchquan v ng tin cy hn.


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p dng tng trn, cc doanh nghip nn khuyn khch cc khch hng tin tng vo snphm ca bn. Cch tt nht lm c iu ny l thng xuyn tip cn nhng mong munv nhu cu ca khch hng ri cung cp cho h nhng sn phm tt nht.

Hy cc phng tin truyn thng ln ting

Thay v nhng kiu qung co truyn thng mang tnh tc thi trong cc thng, trong tun l nthun thng bo v sn phm th Apple s dng nhiu cch tip cn khc nhau mi khchhng u bit n thng hiu ca mnh chng hn nh cc bi bo vit v cht lng sn phm,cc thng tin chi tit v sn phm mi ch khng ch ch gi gn trong mt thng co bo ch.

V kt qu l, hng nghn ngi u bit n cc sn phm ca Apple.

Cc phng tin truyn thng i chng thc s c mt sc mnh rt ln, c bit l ivi ccdoanh nghip nh. V d nh Apple, bn c th lm iu ny bng cch hy cung cp cho h mts thng tin mi v c nht h ni v bn.

To s tri nghim duy nht cho khch hng


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Mi tng tc ca khch hng u c Apple ln k hoch cn thn. Nhng pht bn gh thmwebsite ca h cng ging nh l bn bc vo mt trang web hon ton khc. Nu bn thmmt trong nhng ca hng ca h, bn s cm thy nh mnh ang trong mt ba tic vui v vthoi mi. V cui cng, khi bn mua sn phm, thm ch l ng gi th bn l mt thnhvin ca cu lc b Apple.

Tnh duy nht trong tri nghim khch hng l mt trong nhng thnh cng ca chin dchmarketing ca hng. Mt khi bn tr thnh thnh vin ca cu lc b th chc chn bn s qua yli v mua sn phm mt ln na.

Lng nghe

iu quan trng nht m chng ta cn ht sc lu tm l hy to ra nhng tri nghim chatng c cho khch hng, t hy nhng khch hng trung thnh cng nh cc phng tintruyn thng gip bn bnhng. chnh l cch m Apple lm. H cc khch hng sdng sn phm ca mnh sau mi h pht biu cm tng ca mnh. Cn c vo h s to

ra nhng sn phm tt c cht lng cao, ph hp vi th hiu ca khch hng v thu cnhng phn hi rt tt t ngi s dng.

Bn c bit rng, cc hng nh Nokia hay Sony Ericson u c nhng sn phm in thoi ding vi nhng chc nng hin i nh nghe nhc hay kt ni Internet nhng sn phm tng tca Apple cho n nay vn l sn phm c a chung nht?

Mt CEO c uy tn


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Nu lnh o cng ty gii v c uy tn, chc chn mi vic s tin trin tt p. t nht, nhiu

khch hng s nhn vo , Apple chim c tri tim ca h.

Steve Jobs, CEO ca tp on Apple lun a ra nhng sn phm mi trc cc khch hng vcng lun th hin l mt ngi rt quan tm n mi hot ng ca cng ty. iu cng thhin rng CEO l mt ngi c ti, nhit tnh v thn thin. K t khi Steve ln nm quyn iuhnh, mi cng vic u din ra rt tt v chnh th hin c c tnh ca ng.

To lp uy tn v lun i trc mt bc

Cch y khong 5 nm, sau khi chim lnh th trng MP3. Apple c th t tin vi nhngthnh cng ca mnh. Th nhng khng phi l nhng g m hng ny lm. H tip tcsng to, nghin cu v tip th nhiu sn phm mi bi Apple khng mun ng sau nhng citn nh SanDisk, Microsoft, Creative, Samsung, hay bt c mt thng hiu no khc.

Mt trong nhng cch tt nht bn c th t c nhng n lc marketing ca mnh l luni u trong cc dng sn phm bng cch chim lnh th trng ln . V khng cn s la chnno khc l bn phi tht s ni bt. Nhn thy iu ny, Apple mt ln na, chinh phcc th gii tiu dng bng iPhone


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Bnc bit LG, Samsung, HTC, v Nokia, tt c u c nhng tin ch tng t nh iPhone? V3G hin nay cng cn c cc chc nng hn hn iPhone.

Trong kinh doanh, c rt nhiu thch thc v phi cnh tranh vi cc i th ln. To lp uy tnv lun i trc mt bc l mt chin lc gip cc cng ty tr vng trn thng trng.

to c uy tn vi khch hng i hi mt qu trnh lu di, v khng phi d dng. Nhng yl iu tht s quan trng v c ngha to ln i vi s thnh cng ca mt cng ty.

V cui cng lMt ci tn d nh

Hy nhn tn cc sn phm ca Apple: iPod, iPhone, iMac v.v Khng phi ci tn no cnghon ho nhng tt c chng u d nh phi khng? V hy th so snh nhng ci tn ny vitn ca cc b phn my mc. y cng l mt im m chng ta nn hc tp t Apple. Hy tmnh vo v tr ca khch hng xem h c gp kh khn no trong vic khi nh hoc truy cpa ch website cng nh din n chung ca doanh nghip mnh khng t c nhng bci vng chc v xy dng thng hiu thnh cng cho doanh nghip.

Ngun doanhnhan360

Th 3 - 08/11/2011

H l cm nang bn l ca AppleCEO Steve Jobs a Apple tr thnh cng ty cng ngh c gi tr vn ha th trng ln nhtth gii vi nhng sn phm cng ngh cao nh iPad hay iPhone.

Tuy nhin, theo t Wall Street Journal, mt yu t rt quan trng dn ti thnh cng ca "quto" li khng h mang tnh cng ngh cao, l b quyt bn l ca hng.
http://www.thegioithuonghieu.com.vn/tinh-huong-thuong-hieu/765-he-lo-cam-nang-ban-le-cua-apple.htmlhttp://www.thegioithuonghieu.com.vn/tinh-huong-thuong-hieu/765-he-lo-cam-nang-ban-le-cua-apple.html


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Bo ny dn thng k t Apple cho thy, trong nm 2010, s lt khch t chn ti 326 gianhng bn l ca Apple mi qu thm ch vt con s 60 triu lt khch ti thm 4 cng vinch ln nht ca hng Walt Disney.

Cn theo s liu t ngn hng u t Needham, doanh thu bn l hng nm ca Apple tnh trn

mi n v din tch l foot vung (0,3048 m2) tng ln 4.406 USD. Nu tnh c doanh thutrc tuyn, con s ny ln ti 5.914 USD, vt doanh thu tng ng ca hng n trang Tiffany(3.070 USD), cng ty bn l hiu Coach (1.776 USD), hay nh bn l in t Bestbuy (880USD).

Vi khng gian khong t v nh sng thu ht, cc gian hng ca Apple to cho khch ti thmcm gicthoi mi v thn thin. Tuy nhin, Wall Street Journal cho bit, hng li c nhng quynh rt ngt ngho v quy ch hot ng ca nhng gian hng ny.

Apple yu cu nhn vin khng c n on g v cc sn phm ca hng, cc k thut vinkhng c tha nhn trc khi hng c thng tin chnh thc v nhng li sn phm xut hin

trn din rng. Cc nhn vin hin ti v tng lm vic cho Apple cn tit l, bt k nhn vinhay k thut vin no ca hng vit nhng thng tin lin quan n cng ty trn Internet u b sathi.

Thnh cng trong lnh vc bn l ca Apple mt phn khng nh xut pht t nhu cu mnh mca ngi tiu dng i vi sn phm ca hng. Tuy nhin, cc nh phn tch bn l nhn nh,nhiu li th ca Apple so vi cc i th bn l nh Best Buy li mang tnh k thut: Apple lmt thng hiu n l, c t sn phm hn nhiu, v ch c vi trm gian hng so vi hn 4.000gian hng ca Best Buy.

Cng vi s m rng ca Apple, mt s nh phn tch cho rng hng ny s i mt vi nhiu plc hn trong vic duy tr u n cht lng dch v khch hng mc cao. Mt s cu nhnvin ca Apple cho bit, h nhn thy s suy gim trong cht lng nhn vin bn l ca hngny khi mng li m rng.

Mc d vy, Apple vn c xem l ngi i u trn nhiu phng din mng dch v khchhng v thit k gian hng. Theo tit l ca mt s nhn vin v ti liu o to nhn vin b r rca Apple, nhn vin bn hng ca hng c hc mt trit l bn hng c v hi l: cng vickhng phi l bn sn phm, m l gip khch hng gii quyt vn .

"Cng vic ca cc bn l hiu tt c cc nhu cu ca khch hng, m mt vi nhu cu trong thm ch khch hng khng nhn ra", mt ti liu o to vit. V mc tiu ny, nhn vin bnhng ca Apple khng c nhn hoa hng bn hng, nhng cng khng phi chu p lc vdoanh s ti thiu.

Mt ti liu o to ca Apple m Wall Street Journal thu thp c cho thy, "qu to" t raquy nh v "cc bc phc v khch hng" bao gm: "Li gn khch hng vi thi cho nthn tnh", "Hi han lch s hiu cc nhu cu ca khch", "a ra mt gii php khchhng c th p dng ti nh ngay trong ngy", "Lng nghe v gii quyt bt k vn hay longi no ca khch hng", v "Kt thc bng li cho tm bit thn tnh v li mi quay tr li".


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Trong nguyn gc ting Anh, cc ch ci bt u cc nguyn tc ny ghp li thnh t "APPLE".

Cch Apple kim sot tri nghim ca khch hng cng i vo tng chi tit nh nht. Ti liuo to mt ca hng thm ch cn nu r tng cu ni c th m cc k thut vin ti cc gianhng bn l phi ni vi khch hng biu l cm xc.

Chng hn: "Hy lng nghe v hn ch phn ng ca bn bng nhng li trn an n gin rngbn ang lm ng nh nhng g khch yu cu. "Vng, vng, ti hiu "..."

Bt k nhn vin no ca Apple n mun 6 pht trong ca lm vic ca ngi 3 ln trong 6thng s b cn nhc sa thi. Mc d khng chu mc doanh s ti thiu, cc nhn vin phi bnc cc gi dch v i km thit b. Nhng ai khng bn gi dch v s b o to li hocchuyn v tr cng tc.

Cc nh phn tch cho bit, nhiu hng bn l cng n lc em n dch v khch hng chtlng tt v thit k gian hng hp dn, nhng hu nh khng c hng no i vo tng chi tit

nh Apple. Chng hn, hng bn l Nordstrom gn nh khng c ti liu o to v dch vkhch hng v mun nhn vin bn hng t hc khi vo vic. V thit k gian hng, mt chuyngia cho rng, hu ht cc hng bn l u lp mt khun mu ri trin khai, cn Apple th lintc nng cp din mo v khng kh trong cc gian hng ca mnh.

Thnh cng ca Apple trong lnh vc bn l cng tr nn ni bt khi nhiu hng bn l khc chtvt. Vo nm 2009, khi doanh thu bn l ton cu gim 2,4%, nh du nm u tin suy gimsau nhiu thp k - theo s liu ca hng t vn Customer Growth Partners - doanh thu bn lca Apple tng xp x 7%. Nm ngoi, doanh thu bn l khng tnh bn trc tuyn ca Appletng 70% ln 11,7 t USD, chim 15% trong tng doanh thu 76,3 t USD ca hng, vt xa mctng trng 4,5% ca lnh vc bn l ni chung.

Cc hng bn l khc ang n lc "copy" cc b quyt bn l ca Apple, t h tr k thut ticch thc b tr gian hng, nhng xem ra khng thnh cng. Hng Best Buy mua li cng tydch v sa cha my tnh Geek Squad vo nm 2002, mt nm sau khi Apple m gian hng utin, nhng vn khng th thi mt lung gi mi vo cng vic kinh doanh. Theo s liu cacc nh nghin cu, t sut li nhun trc thu ca Best Buy ch loanh quanh mc 1%, trongkhi ca cc gian hng bn l ca Apple ln ti 26,9%.

Khi m gian hng bn l u tin ca hng ti Arizona vo nm 2009, Microsoft p dngnhiu im thit k v cch chm sc khch hng ging Apple, bao gm sn lt g cng, khnggian thong t, mi nhn vin bn hng mt ngi o to... Tuy Microsoft khng tit l thngtin v mng bn l ca hng, gii phn tch cho rng t sut li nhun l thp, v Microsoft chyubn li my tnh ca cc cng ty khc, cn Apple th bn sn phm ca chnh mnh.

Mc d gi l mt th v kh tn cng ca Apple, cc gian hng bn l ban u li c xemnh mt bc i phng th. Khi Jobs tr li Apple vo nm 1996 sau 11 nm ra i trc ,cng ty ang trong giai on kh khn, vi my tnh Macintosh khng h c cc hng bn lln a chung. Thay i chin lc bn l l mt u tin ca Jobs, v thng hiu Apple trnn "m yu" n ni cc hng bn l ln t chi tch trsn phm ny trong kho. D Apple vn


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ang pht trin cc sn phm mi, Jobs hiu rng, sn phm mi s khng c ngha g nungi tiu dng khng th tm thy nhng sn phm .

Apple nhanh chng th nghim gian trng by sn phm ring bn trong cc hng bn l ln.Nhng Jobs cng nhn thy l s khng th kim sot c tri nghim ca khch hng ti

nhng hng bn l . Bi th, xy dng cc gian hng bn l ca ring Apple l la chn ttnht. Sau , vo cc nm 1999 v 2000, Jobs li ko nhng gng mt "sng s" v bn lnh Millard Drexler ca Gap v Johnson ca Target v u qun cho Apple. "Qu to" htmt ca Gap nhiu nhn ti trong mng bn l n ni, i bn l ca Apple khi cn b gia l "Gapple".

Sau mt nm th nghim tng gian hng, Apple m hai gian hng bn l u tin ca mnhvo nm 2001, ti Virginia v California. Hai nm sau, hng m hn 70 gian hng ti cc aim khc nh Chicago, Honolulu v Tokyo. n nay, cc gian hng ca Apple c m nhng ni khng th tuyt vi hn nh bn trong khun vin bo tng Louvre Paris hay tanh knh chc tri Thng Hi.

c nhn vo lm trong gian hng bn l ca Apple, cc ng vin thng phi vt qua haivng phng vn, vi cc cu hi v k nng lnh o v gii quyt vn , mc hng th ivi sn phm ca Apple. Trong khi hu ht cc hng bn l phi cht vt tm nhn vin, th nxin vic ti cc gian hng ca Apple lun y cht.

Mt khi c tuyn, nhn vin mi s c o to k lng ti cc lp hc v nguyn tcdch v khch hng ca h. Khi n nhn vic trc tip ti ca hng, nhn vin mi s phi "npbng" cc nhn vin c kinh nghim v khng c php t mnh tng tc vi khch hng choti khi c cng nhn l sn sng lm cng vic ny. Giai on "thc tp" ny c th kodi hai tun hoc hn.

Cc nhn vin h tr k thut thm ch c o to nhiu hn ti nhiu c s ca Apple trnton th gii, sau c cp chng ch v thng xuyn b kim tra k nng. Ngn ng ccc k thut vin s dng cng l mt vn . Mt cu nhn vin k thut ca Apple cho bit, hc yu cu s dng t "ha ra l" thay v "chng may" gim bt tnh tiu cc khi khng thgii quyt mt vn k thut no .

Tuy nhin, lng nhn vin bn l ca Apple cng ch ngang vi cc hng bn l khc. Ccnhn vin bn hng c tr 9-15 USD mi gi lm vic, cc nhn vin h tr k thut c tr30 USD. Mt s nhn vin lm ti cc gian bn l ca Apple mun leo ln v tr no trongcng ty, nhng nhn ra l rt him c c hi cho h .

Chui cung ng: V kh chin lc ca Apple

ICTnews - Apple thng chi mnh tay trong mi khu thuc qu trnh sn xut sn phm, emli li th kinh doanh khng nh.


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m sng xanh trn MacBook Pro xut hin khi my nh c kch hot.

Cu chuyn m sng xanh

Khong 5 nm trc, Jony Ive hin l Ph Ch tch cp cao (SVP) mng Thit k kiu dngcng nghip ca Apple mun MacBook c tnh nng mi: chm sng nh mu xanh ngay trnmn hnh, ta sng xuyn qua lp v nhm bo hiu my nh ang hot ng. Vn l g?n gin nh sng khng th chiu qua kim loi. Theo ngun tin thn cn vi vn , Ive linlc vi nhm cc nh sn xut v chuyn gia kim loi tm ra phng php bin iu khng ththnh c th. i ny khm ph ra cch thc dng laserty chnh chc mt l trn v nhm, nhgn nh v hnh trc mt ngi nhng ln nh sng lt qua.

p dng gii php ny vi lng ln sn phm li l vn hon ton khc. Apple cn nhiu, rt

nhiu my laser. Cc chuyn gia tm c cng ty M chuyn sn xut thit b laser cho cc nhsn xut microchip c th lm c iu ny. Mi c my nh vy c gi khong 250.000 USD.Apple thuyt phc ngi bn k hp ng c quyn v mua hng trm my to ra nhng lnh cho nh sng xanh ang hin din trn MacBook Airs, bn r cm ng a im Trackpad,bn phm khng dy hin nay.

Hu nh mi khch hng ca Apple u khng bn tm ti mt giy v th nh sng xanh,nhng chi tit sng to ny mang li li th cnh tranh khng nh cho Apple. chnh l thgii ca sn xut, cung ng, logistics m tn Tng gim c Apple Tim Cook dy cng tnhton. Theo kin t nhiu cu nhn vin, quan chc ti nh cung cp, chuyn gia qun l thncn vi hot ng vn hnh, Apple to ra h sinh thi khpkn ni cng ty kim sot gn nh

mi mnh ca chui cung ng, t thit k cho ti ca hng bn l.Do s lng hng ha ln vsn xut gn nh lin tc, Apple nhn c nhiu khon chit khu t nhiu khu, sn xut vvn ti hng khng. Mike Fawkers, cu Ch tch chui cung ng ti HP v hin l chuyn giau t ti Cng ty vn VantagePoint Capital Partners nh gi: Vn hnh chuyn nghip l tisn ln ca Apple, tng ng i mi sn phm hay tip th.

Chi bo tay cho chui cung ng


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Chnh khu ny gip Apple x l c lng hng ln mi khi tung ra m khng cn lo lng vlng hng tn kho gi tr ln; cho php mt cng ty thng xuyn b ch trch v bn sn phmgi cao hn mi i th vn c th kim c 25% li nhun trn mi iPad (theo c tnh cachuyn gia phn tch Gene Munster t hng nghin cu Piper Jaffray). Nu nhng tin n minht l s thc, h thng vn hnh ca Apple dng nh l yu t quan trng gip cng ty t

tin gia nhp th trng tivi nm 2013 bng mu tivitch hp phn mm sn c ca Apple nhiTunes. Theo Munster, s hoi nghi v kh nng cnh tranh ca Apple trong th trng c bitnhy cm v gi, ni li nhun thng ch gi gn trong 1 ch s l chnh xc nhng g mingi ni khi Apple t chn vo mng in thoi di ng.

Apple bt u i mi mi chi tit trong chui cung ng ngay sau khi Steve Jobs quay li cngty nm 1997. Vo thi , mi nh sn xut my tnh u vn chuyn sn phm bng ngbin, r hn nhiu so vi hng khng. Theo John Martin, chuyn gia logistics tng lm vic viJobs khi sp xp cc chuyn bay, m bo nhng chic iMac xanh c xut hin rng ring dp Ging sinh sang nm, Jobs chi 50 triu USD mua mi ch cha hng ha bngng hng khng. ng thiny khin cc i th khc nh Compaq iu ng khi chm chn

trong ng k vn ti bay. Tng t, khi iPod trnh lng nm 2001, Apple nhn ra vn chuynnhiu my nghe nhc gn nh trn my bay c th tit kim hn hn khi gi trc tip t nh mysn xut ti Trung Quc ti tn ca nh khch hng. Vic mi ngi t mua v nhn hng chsau vi ngy, hay c th theo di st sao hnh trnh sn phm thng qua trang web ca Applethc s l khonh khc cht tit cho nhiu i th khc.

Tm l chi tin bo tay bt c lc no cn thit, v gt hi li nhun t tng lng sn phm lnhn trong di hn c th ch ha trong sut chui cung ng ca Apple, ngay t khuthit k. Ive v i k thut c lc sng hng thng tri trong khch sn ch gn gi hn vicc nh cung cp v sn xut, tinh chnh qu trnh cng nghip chuyn ha t nguyn mu sangthit b sn xut hng lot. Vi cc thit k mi nh v nhm nguyn khi ca MacBook, nhthit k ca Apple phi hp tc vi nh cung cp to ra thitb mi hon ton. Quyt nh tptrung vo t dng sn phm v ty bin t thay i l li th rt ln. Theo Matthew Davis, chuyngia chui cung ng ti Hng nghin cu Gartner ngi xp Apple l chui cung ng tt nhtth gii trong 4 nm qua, Apples hu chin lc rt thng nht, v mi phn trong kinh doanhu xoay quanh chin lc ny.

Thi im i vo sn xut, Apple mang theo v kh hn 80 t USD tin mt v u t: nm ti,Apple d nh tng gp i chi ph vn cho chui cung ng ln 7,1 t USD, trong xc nhndnh 2,4 t USD tr trc cho cc nh cung cp chnh. Chin thut m bo s sn sng v githp cho Apple, v nhm hn ch kh nng ca mi i th khc. Mt quan chc ca HTC chobit, trc khi iPhone 4 c tung ra hi thng 6/2010, HTC khng th mua c s lng mnhnh nh mong mun bi cc nh sn xut cn ang bn rn hon thnh n hng ca Apple. to ra iPad 2, Apple cng mua nhiu my khoan cao cp ch to v bn trong thit b, buccc hng khc phi ch i t 6 tun ti 6 thng mi mua c my mc.

Khng phi ai cng mun tr thnh nh cung cp cho Apple

Tr thnh nh cung cp cho Apple v cng hp dn bi n hng ln, nhng cng y th thchv nhiu rng buc. Khi Apple yu cu bo gi cho cc thnh phn nh mn hnh cm ng, cng


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ty yu cu bn tnh ton chi tit ti sao t mc gi ny, bao gm c c tnh chi ph nguyn vtliu v nhn cng, v li nhun d nh. Mt gim c tng t vn cho Apple tit l Apple inhiu nh cung cp chnh d trhng tn kho trong 2 tun cch nh my lp rp ti chu 1dm, v i lc khng tr tin ti 90 ngy sau khi s dng. Khng phi nh cung cp nocng thch Apple. Mt lnh o tng lm vic vi cc nh sn xut quan trng cho bit chin

thut mc cca Apple c xu hng gy p lc gim gi, dn ti li nhun thp hn. Sau nhiuthng m phn, cng ty t chi khon thanh ton 1 t USD t Apple, yu cu nh cung ng camkt huy ng mi nng lc sn xut dn cho sn phm ca Apple, v khng mun ph thuc qunhiu vo Apple.

Apple t ti nh cao khi ln lt tit l cc sn phm ni ting, mt qu trnh c dn xpcht ch qua nhiu nm vi Mac, iPod, iPhone, iPad. Nhiu tun sau khi cng b sn phm, ccnh my phi hot ng qu cng sut to ra hng trm nghn thit b. kim sot hiu quv m bo b mt trc khi ra mt, Apple t mn hnh in t trong nhiu hp cho php theodi cc cng ty Trung Quc nh mt n lc nhm gim thiu ti a tin tc r r. Theo li nh tvn tng lmvic vi Apple, t nht mt ln, cng ty giao sn phm trong thng c chua

trnh b pht hin. Khi iPad 2 ra mt, sn phm hon thin ng trong bao kn, v thng xuync kim tra ti mi im bn giao cng, sn bay, kho xe ti, trung tm phnphi m bokhng sn phm no tht thot. Chui ca hng bn l ca Apple chnh l li th vn hnh cuicng. Mt khi sn phm c by bn, cng ty c th theo di nhu cu ca tng ca hng theotng gi, v iu chnh d bo sn xut hng ngy.

Li nhun khng l ca Apple li nhun gp 40% qu va qua, so vi 10-20% ca cc cng tykhcphn ln da vo qu trnh vn hnh, chc chn s c duy tr u tin di thi TimCook. V tn Tng gim c tng trao cho ng nghip bn sao ca cun sch Cnh tranh vithi gian (Competing Against Time) c ni dung s dng chui cung ng nh v kh chin lctrong kinh doanh. Theo chuyn gia logistics Martin, Cook dng khu hiu anh thp ni v scn thit ca hiu qu: Khng ai mun mua sa b chua.

Chui cung ng (Supply Chain) trong doanh nghip l mt chu trnh khp kn, phi hp canhiu khu, t cc nh cung cp nguyn vt liu, cc nh my sn xut, vn ti, trung tm phnphi, ca hng bn s, l v cui cng l ngi tiu dng. S hu chui cung ng ni tri hnhn so vi i th l yu t c bn doanh nghip cnh tranh thnh cng.

Du Lam

Theo BusinessWeek

iu g khin Apple thnh cng ty gi tr nht th gii?(Dn tr) - Apple chnh thc vt qua Tp on Du kh Exxon tr thnh cng ty c lngvn ha ln nht nc M v cng ty c gi tr nht th gii. Vy iu g khin Apple ln lth gc c nhiu ng ln vn ln v tr s mt?


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1. Khng ngng nng cao cht lng sn phm

Apple khng ngng a ra nhng phin bn mi cho tng sn phm ca mnh bng cch ci tint cc th h sn phm trc . C th ly v d nh chic my tnh MAC c gii thiu lnu tin vo nhng nm 1980 v nhng nm gn y, n ang tr thnh sn phm bn chy nhtmi thi i. MAC c ci tin rt nhiu t kch c, b vi x l cho n cc tin ch m nmang li.

Mt v d khc chnh l chic my nghe nhc iPod (c sn xut t nm 2001), n c rtnhiu ln ci tin trong thp k ny. c bit, sn phm ni ting nht v kh nng pht trin sn

phm ca Apple l chic iPhone, sn phm c pht trin ti 5 th h v gn y nht liPhone 5.

2. Lun c nhng sn phm mi

Nhng sn phm mi c Apple lin tc tung ra th trng. V d nh my tnh MAC c snxut cch y 20 nm, my nghe nhc iPod c sn xut 10 nm trc y, chic in thoiiPhone c mt trn th trng 3 nm trc v gn y nht l sn phm iPad. Khng mt cng t yno trn th gii c th c mt danh sch nhng sn phm vi mt tc pht trin chng mtnh Apple. Ngoi ra, ta khng ch nhn thy s pht trin v chng loi sn phm m cn nhnthy s pht trin v doanh s bn hng ca Apple, t 19 t USD nm 2006 n 100 t USD

doanh thu nhng nm gn y.3. T l li gp cao

T l li gp ca Apple l 41% v ngy cng tng cao trong nhng qu gn y . Mc t l caonh vy l cha tng c trong ngnh cng nghip cng ngh cao. iu ny gip nng tm gi trca cng ty trong mt nhng nh u t. Vi s d tin mt khng l v quy m ln ca cng ty,


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Apple hon ton c th thng lng vi nhng nh phn phi c th c mt mc chi ph hpl nht.

4. Pht ngn vin tt nht th gii

Steve Jobs chnh l ngi kt ni gia khch hng v nhng nh u t Apple. ng chnh lngi cng hin nhiu nht cho cng ty v c l cng l gim c iu hnh gii nht th giitrong vi thp k tr li y.

Jobs c coi l ngi sng ch, thit k v a tng sn phm ca Apple ra th trng.Khng c mt cng ty no c th c c mt pht ngn vin gii nh Steve.

5. May mn

Apple rt may mn khi tn ti qua thi k thng tr ca Windows, ri n thi k khi hng nytung ra sn phm iPod vo ng lc sn phm Walkman ca Sony ang c a chung trn th

gii. Tuy vy, may mn thay Sony khng pht trin cng ngh cho sn phm ca mnh. Tip Apple tin thm mt bc trong vic sn xut v kinh doanh sn phm iPhone vo th trngin thoi di ng.

6. Mng li phn phi

Trn th gii, Apple l cng ty c mi quan h cht ch nht vi cc i l v nhng hng bn lkhng dy trn th gii. AT&T phi tr hn 400 USD cho mt thit b khng dy c cc quyn phn phi iPhone.AT & T t mi c c ng lc to lnv ti chnh c thbn sn phm thnh cng. Apple cng dng m hnh ny vi cc i l chu u, Nht Bnv Trung Quc. iu ny cng gingvi cc hng bn ltrctuyn.Sn phm ca Apple thuht ngi muakhi thm cc trang web thng mi int, v tt nhin lm tng doanh s bnhng. Sn phmca Apple c mttrn trang chca bestbuy.com v c c v tr cao trongdanh sch nhng mt hng cng ngh ca cc nh bn l ln nh Wal-Mart.

7. Danh mc tin ch nhiu

Nhiu nh phn tch cng nh nhngngi dng sn phmca Apple tin rngmngng dngcho sn phm ca cng ty, c bit l iPhone v iPad rt phong ph, ngis dng hon ton cth ty chnh theo thch cah.Vi400.000 ng dng ca Apple, iPhonec th cc bitha tr thnh 1 sn phm mang phong cch ca ngi dng. Cc cng typhn mmv Internet trn th giithm ch xy dngth trngng dngca Applenh mt cch cckhch hng hocgi chn nhng khch hng ca h.

8. Phim nh v m nhc

iTunes l mt chng trnh phn mm qun l nhc s ln nht trn th gii. Cng ty Apple sn xut nhng chic TV c nhiu ng dng cho ngi s dng. Sn phm iCloud cho phpngi dng truy cp d liu in t t bt k chng trnh iTunes no trn th gii. iTune hinchim 2/3 th phn th gii v nhc s v nhng tin ch trn mng.


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9. Cc chin lc qung co

Chng trnh truyn hnhqung co nm 1984 dnh cho my Mac vn l mt trongcc chindch qung co ni ting nhtmi thi i.Mt v d khc chnh l chin dch qung co

caApple vi slogan "think different"vo cui nhng nm 1990 vi cc hnh tng nh AlbertEinstein v Thomas Edison. Gn ymt chin dch qung co khcm Apple ahnh nh bannhc The Beatles cho iTunes c bittrn khp th gii. Slogan "Mac cnh tranh PC" l mttrong nhngchng trnh tip thc bn tn nhiunht trong nhng nm qua. Apple c khnngkhin cho mi ngitin rng n khp mi ni. V kt qu by ginim tin trthnh s tht.

10. Mu m sn phm

Sn phmca Applelun cthitkp hnso vii th cnh tranh ca h.Chic Macvithit k vkiu dng nh, p trong khi huht cc my tnh khc b cho lcng

knh. Iphone c mn hnh cmng ch khng phi lmtbngnh ych ci. IPadmnghnso vihu nh bt kloi my tnh xch tay no khc.Ngoi ra, my nh,cc tnh nngvideo, v tnh nng khc u c ngi tiu dng nh gitthnso nhngsn phm khc.

Lan TrinhTheoMSNBC

Th 2, 07/11/2011, 08:06

Gii m chin lc gi ca Apple - n au cho cc i th

Bn c bao gi t hi, v sao cc hng i th li mt nhiu thi gian n thmi c tha ra nhngsn phm tng t vi mc gi ch bng hoc thp hn mt cht so vi Apple?


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Applebiu tng hng in t gi cao mt thinhng nm gn ycng nhy vo cucchin gi c vi cc hng i th.

Bn hon ton c th mua c mt chic iPhone 4S smartphone mi nht ca Apple, nu bnsn sng xp hng ch i, chi ra t nht 199 USD v cam kt s dng hp ng dch v khng

dy 2 nm vi n v cung cp.

Nu khng mun xp hng, bn c th mua nhng chic smartphone mi nht t i th caApple, c iu bn s phi tr nhiu tin hn. Vi 300 USD v sn sng k mt hp ng hainm, ngi yu cng ngh c th chn mua mt chic Droid Bionic ca Motorola t nh mngVerizon, hoc mua mt chic Samsung Galaxy SII gi 230 USD hay HTC Amaze 4G gi 260USD t nh mng T-Mobile.

Chin lc gi hin nay ca Apple qu l s thay i ln so vi nhng nm 1990. thi im, ngi tiu dng coi Apple l hng chuyn sn xut nhng thit b cng ngh le lot ch trang tr m gi th qu t, v dng my Macintosh chng th no cnh tranh ni vi nhng

chic my tnh c nhn chy Windows c mc gi r hn nhiu. Nhng gn y, Apple li tndng quy m sn xut v nng lc hu cn khng ngng tng cao ca mnh cung cp snphm vi mc gi cnh tranh hn, i li, Apple c nhiu sc nh hng hn i vi gi c tonngnh.

Cc sn phm sng to ca Apple bao gm iPhone, iPad v notebook siu mng MacBook Airchnh l nhng ngi hng gip cng ty hi sinh di thi gim c iu hnh Steven PaulJobs. Nhng cc chuyn gia phn tch v cc gim c trong ngnh li cho rng chin lc gi
http://cafef.vcmedia.vn/Images/Uploaded/Share/2011/10/27/applewwdc2010395rmeng.jpg


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ca Apple cng l mt phn khng th khng nhc ti trong vic gip Apple tm c mt lngln khn gi cho nhng sn phm ca hng. Ch tng 1 tun sau khi ra mt, iPhone 4S tmc doanh s hn 4 triu chic.

Ngi dng vn c th tm thy nhng la chn thay th t t hn cho sn phm ca Apple,

vi thit k t c sc tinh t hn. Trong dng sn phm cao cp, ni Apple ang thng tr, ccthit b tng t nh phi c bn cng mc gi hoc ch r hn mt cht. Stewart Alsop,chuyn gia u c ti San Francisco ni: Chng khng r, nhng ti ngh mi ngi cngkhng cn cho rng l sn phm t tin na.

Gi ca dng notebook siu mng chnh l v d inhnh v chin lc gi ca Apple.Mc dc rt nhiu laptop c gi r hn, MacBook Air ca Apple vn l chic my tnh c ngidng tm kim nhiu nht trong dng notebook mng v nh. Mc gi ban u ca MacBook Airl 999 USD cho mu sn phm mn hnh 11.

Ngy 11/10, Asushng sn xut my tnh ca i Loan p tr MacBook Air bng mt sn

phm bng mt s dng h iu hnh Windows. Nhng Asus cng chng th bn r hn Apple.Asus cng t gi bn ban u l 999 USD. Notebook Series 9 siu mng ca Samsung vi tnhnng kh cnh tranh c gi 1.049 USD.

Tuy vy, trong thng ny, hng sn xut my tnh Acer ra mt notebook Aspire S series vimn hnh ln hn v mc gi r hn hn 899 USD.

Phin bn MacBook Air u tin ra mt t u nm 2008, vi mc gi ln ti 1.799 USD chomt mu my 13. Mt nm trc, Apple tn trang li chic notebook ny, khin n trngmng hn, nh hn v gim mc gi ban u xung cn 999 USD i vi bn 11 v 1.299USD i vi bn 13. Jean-Louis Gasse, mt chuyn gia u c ng thi tng l iu hnh

vin ca Apple, cho rng mi ngi u v cng ngc nhin trc mc gi thp hn hn mApple a ra cho MacBook Air phin bn mi.

Mc gi cnh tranh cho thy Apple c kh nng tn dng quy m sn xut ngy mt tng ctgim cc khon chi ph ln trong sn xut. Apple sn sng tn dng ngun qu khng l camnh82 t USD tin mt v chng khon chi mt vn bi ln: tri chn cc n v cungng b phn thit b trong nhiu nm lin, ging nh hnh ng hi nm 2005 khi hng ny ktha thun 1,25 t USD trong 5 nm vi cc nh sn xut bo mt chp b nh chp cho iPodv cc thit b khc ca hng.

Bng cch mua trc ton b nng lc sn xut, Apple buc cc i th phi u ln nhau,tranh ginh nhng b phn vn d vn c sn, khin chi ph sn phm ca h b i ln. Apple ln v mua chip b nh chp ln nht th gii, theo mt nghin cu gn y ca cng ty iSuppli.

ng Gasse cho rng quyt nh gi ca Apple i vi MacBook Air chng t rng cch thcqun l ngun cung ng ca Apple tr thnh v kh chin lc.

Mt v d khc l mc gi khi im 499 USD m Apple t cho iPad 2, khi thit b ny ra mtu nm ngoi, thp hn hng trm USD so vi d bo ca nhiu chuyn gia.


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Trong mt thi gian, cc i th ln nht ca Apple khng th no t gi my tnh bng cahng mnh thp hn iPad. Khi chic tablet Xoom ca Motorola Mobility Holding c tung rath trng hi thng 2, mc gi thp nht cho mt chic tablet ny, cha k tin hp ng dchv khng dy, l 800 USD. Mt thi gian sau, Motorola tung ra mt phin bn mi vi bnh ln hn chic iPad i mi nht vi mc gi 599 USD.

Sau nhng kt qu doanh s ng tht vng, cc i th chnh ca Apple gi y c th h gisn phm so vi iPad, d khng c g phng php ca h cng cha chc duy tr c ludi. Motorola va mi thng bo k hoch cho bn tablet Xoom vi gi 379 USD ti cc cahng Best Buys trong mt khong thi gian. HP sau khi vut mt mc tiu doanh s, cngb k hoch ngng sn xut dng tablet TouchPad, v h gi mu sn phm r nht xung mcbn tng bn tho 99 USD.

Thch thc ng k nht i vi iPad c l n t chic tablet 199 USD Kindle Fire caAmazon, s bt u vo th trng t thng 11. Trong khi cc chuyn gia phn tch tin rngAmazon s b l trn mi sn phm bn ra, k hoch ca hng bn l trc tuyn ny li l s

dng Kindle Fire khuyn khch khch hng mua cc sn phm dch v khc ca hng, v dnh schin t.

Toni Sacconaghi, mt chuyn gia phn tch ti Sanford C. Bernstein & Company, ni rng gica mt chic iPad phn nh thay i t duy ti Apple k t ln gii thiu iPhone u tin nm2007chic iPhone lc c gi 599 USD. qu l mt mc gi kh sc dnh cho mt chicin thoi ti th trng M, ni ngi tiu dng qu quen thuc vi nhng chic in thoigi r, c cc nh mng tr gi v i li l mt hp ng cam kt s dng dch v khng dylu di.

Ch vi thng sau khi sn phm c bn ra th trng, Apple gim gi n 200 USD cho mt

chic in thoi iPhone lc ny ch cn 399 USD/chic. Mt s thay i ng ngc nhin hnl nm 2008, chic in thoi phin bn mi iPhone 3G, c Apple bn vi gi ch c 199USD, sau khi hng ny chp thun s tr gi ca cc i tc dch v mng. Cc hng dch vmng tr cho Apple s tin khng nh cho nhng chic iPhone mi nht (khong 600USD/chic theo c tnh ca cc chuyn gia), vi mc ch thu li nhun bng cch tri buckhch hng vo cc hp ng mng khng dy.

ng Sacconaghi cho rng chnh mc gi ca chic iPhone gc cng tha thun cho hng AT&Tphn phi c quyn ti M mt thi to iu kin cho Google v cc i tc sn xut inthoi di ng chim lnh th trng vi nhng chic smartphone chy Android.

Trong khi vic kinh doanh iPhone ca Apple ang ln mnh, th cc thit b cm tay chyAndroid chim n 43,4% th trng smartphone ton th gii trong qu 2 nm nay, cn thphn ca Apple l 18,2% - theo c tnh ca cng ty nghin cu Gartner.

Hin nay nhiu nh mng ang cung cp min ph nhng chic in thoi di ng i c chy hiu

hnh Android cho khch hng nu h cam kt lm hp ng 2 nm. V giy, ngay cApple cng lao

vo cuc chi : Khi cng b phin bn iPhone mi nht trong thng ny, Apple cho bit chic


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iPhone 3GS 2 nm tui sc pht min ph cho cc khch hng k hp ng dch v2 nm vi nh

mng.

Thu Thy

Ngh thut kinh doanh ca Steve Jobs(Tamnhin.net) - Thgii vnh bit huyn thoi Steve Jobs, ngi lm mt cuc cch mng trong trit

l kinh doanh v mang li cho i nhng sn phm trong m.

Steve Jobs, ngi ng sng lp v cu gim c iu hnh Apple - qua i vo chiu ngy

5/10/2011) tui 56, sau mt nm di chng chi vi bnh ung th tuyn ty v tri qua cuc phu

thut ghp gan nm 2009.

Steve Jobs c cng bin Apple bn b ph sn nm 1996 tr thnh mt tp on c gi tr nim yt

cao nht trn thgii (i khi cn vt cngi khng l ExxonMobil).

Steve Jobs l mt nh lnh o doanh nghip kz ti, him c lch skinh doanh ng i. S nghip

ca ng chnh l thng ip hng hn cho thy mt c nhn cng c th lm nn lch s. ng nh

thng co ca Apple, thgii ny tt p hn l nh sng gp ca Steve.

Nhng bi hc c bn rt ra t cuc i Steve Jobs cho thy kinh doanh chnh l ngh thut, ch khng

phi l mt mn khoa hc c th hc hi thng qua h thng o to thng thng. Cng ging nh

nhng ti nng hc di hc Bill Gates (sng lp tp on phn mm khng l Microsoft) v Mark

Zuckerberg (sng lp Facebook), Steve Jobs c bit ti c c nhu cu v th hiu ca ngi tiu

dng hn tt ccc nh lnh o doanh nghip ng thi m khng tn nhiu cng kho st th

trng, khng cn cc cuc hi tho cng nh cc cng trnh nghin cu cng phu.

Khch hng khng phi l Thng

Khi c hi liu ng c nghin cu kxu hng v th hiu ca ngi tiu dng trc khi cho ra i

iPad, Steve Jobs tr li: Khng, chnh nhng ngi tiu dng cng khng h bit h mun ci g.

khng phi l cng vic ca h. Bn khng th hi khch hng mun ci g v sau c gng cung cp

cho h ci m h mun. Vo thi im m bn chto xong sn phm m khch hng yu cu, h li

mun mt ci g mi hn.

Tuyn by kiu ngo ny tri ngc vi chngha t bn vn coi khch hng l Thng v cc

cng ty cnh tranh vi nhau nhm tha mn s thch ca cc vthng ny. Cuc i ca Steve Jobs

chng minh rng thtrng l ni sng to, nh hng th hiu ca ngi tiu dng, ch khng

phi chy theo s thch ca h.

To bo chnh l mt t cht khin cho Apple ni bt ln trong scc i th cnh tranh trc tip

cng nh trong scc cng ty ng ng khc. K tkhi cho ra i my tnh Macintosh trong nm 1984


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n cc thhiPhone, iPod v iPad i mi nht, Steve Jobs lun lun lm ra nhng sn phm m hoc

ng o ngi tiu dng. Steve Jobs bin thnh thtrng v chnh thtrng li trong ng.

Nu c mt vlnh o doanh nghip no trthnh nh tin tri v nh hng c thtrng, ngi

chnh l Steve Jobs.

Ngoi vic thit ksn phm c o i trc thi i v nh trng tm l{, vn ha ca ngi tiudng, Steve Jobs cn tung ra nhng th thut tip th to bo. Apple lun a ra mt lng sn phm

mi hn ch, to ra tnh trng khan him v khin khch hng thm kht cc . Chin lc tip th ny

qu l mt con dao hai li v kh mo him, v ngi tiu dng thiu kin nhn c th chuyn sang

mua mt iPad hoc iPhone ca i th cnh tranh m khng cn phi mi mn chi sn phm ca

Apple.

Ngoi s hiu bit thu o v k thut, logistics v chui cung ng, Steve Jobs cn c s t tin v khn

kho ca mt nhc trng bc thy trong vic thc thi chin lc tip th ny. ng bit rng m ngi

tiu dng i kht kia s kin nhn chi mn c sn ca Apple ch khng chu lt bng bng

nhng sn phm km cht lng so vi qu to cn d.

Chinh phc thtrng Trung Quc

Cung cch m Apple thm nhp v t ph thtrng Trung Quc - mt thtrng m nhiu hng cng

nghphng Ty thng b lm vo tnh trng thg ra m ui - xng ng tr thnh mt khun

mu c a vo gio trnh ging dy ca cc trng i hc qun tr kinh doanh ni ting trn th

gii.

Trong khi nhiu hng cng nghphng Ty b thm bi Trung Quc, tp on Apple tin vo th

trng khng l ca nn kinh tln th hai thgii vi uy tn vt tri v d dng mc tin t nhng

chic v ang cng y ca tng lp ngi tiu dng Trung Quc thch khoe m v snh hng hiu. Steve

Jobs lm cm lng cc nh phn tch lun nhn mnh n nhng nt c th vn ha Trung Quc v

hay chtrch cc cng ty a quc gia thiu hiu bit va phng. L mt nh t bn ng i c

tham vng v tm nhn khng km g Henry Ford ngy xa, Steve Jobs bt mch c thtrng

Trung Quc v nhn thy rng ton cu ha c thvt qua c nhng ro cn vn ha, dn tc ch

ngha, a phng cc b v phn bit i x. Vi vic khch hng Trung Quc mua sn phm ca Apple

tha mn gic m vt cht ca h, ton cu ha ang ngy cng tr thnh mt thlc hng mnh,

vi Steve Jobs l mt trong nhng ngi lnh xung kch.

Hin tng c bit" Apple

Nn kinh tApple l mt hin tng c bit, ton cu ha cc c hi vic lm. Vi slng ng o

khch hng, cc nh sn xut, nhn vin bn hng v lp rp bn ngoi nc M, Apple di thi

Steve Jobs chnh l biu tng cao nht v t chc kinh tton cu. Tuy bn sc a phng vn cn

hin hu trong mt slnh vc, nhng trong lnh vc cng ngh cao, cng vic kinh doanh ca Steve

Jobs xa nha nhng ng bin gii quc gia.


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Ging nh mt nhc trng ti ba, Steve Jobs dn dt thnh gi theo cch m ng mun. ng khng

phi l mt nh sn xut cc vopera m n lin, chiu theo th hiu tm thng ca khch hng.

Cng ging nh o din phim ti ba ngi Anh Alfred Hitchcock (13/8/1899- 29/4/1980), ngi tng

th nhn bin khn gi thnh nhng phm n piano, Steve Jobs chnh l ngi quyt nh hnh

thc cng nh ni dung cng ngh s dng hng ngy v qun chng ch cn cch ng nghing theochic gy chhuy ca ng.

Steve Jobs chnh l CEO thnh cng nht M trong sut 25 nm qua. ng kt hp s nhy cm ca

mt ngi nghs ti ba vi s thu hiu cng ngh ca mt ks xut chng v to nn mt cng ty v

cng c bit. Steve Jobs thc s l mt trong nhng nh lnh o doanh nghip v i nht lch s M.

Minh Bch

Th 5, 03/11/2011, 10:23

Apple c th sp nu Jobs khng b sa thi nm 1984

Trong giai on u tin iu hnh Apple, Steve Jobs tn ti nh mt mi ha. ng buc phi ra i v

chnh ng v v Apple.

Sau khi Steve Jobs tr li Apple v a cng ty ny ln thi k nh cao, thng thng ngi tangh rng ban iu hnh ca cng ty tht sai lm khi ng y ra i trc y.
http://cafef.vcmedia.vn/Images/Uploaded/Share/2011/11/03/stevejobs4.jpg


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ng John Sculley, cu CEO ca Steve Jobs, ngi tng sa thi Jobs, chia s: Mi sau nyngi ta mi nhn ra rng vic sa thi Jobs thc s sai lm.

Sau khi c cun tiu s v Steve Jobsdo Walter Issacson chp bt, chnh Sculley v ngi no tng tham gia vo quyt nh sa thi ng, chc hn nhn ra h khng th sai lm hn c

na.Trong giai on u tin iu hnh Apple, Steve Jobs tn ti nh mt mi ha. ng buc phi rai v chnh ng v v Apple.

Khi cn ang iu hnh b phn sn xut my tnh Mac, ng cng vi ngi ng s xydng nn mt chic my tnh thc s mang tnh cch mng. Th nhng nh vo s k tnh v nlc hon thin sn phm khng ngng ca ng v vic kin tr s dng mt ngn sch marketingln, cui cng chic my tnh c gi n 2.500USD, mt mc gi qu cao thi im , cbit nu so vi phin bn Macintosh i u gi 1.000USD. Khi Macintosh c bn ra, doanhs thc s gy tht vng. Doanh s ch t 10% so vi mc tnh ton.

Thay cho vic chu trch nhim v sai lm, Issacson vit rng Jobs vi mnh trong vn phnghoc i dc hnh lang qut mng mi ngi v sai lm ca ng. Ngi ta hn cng d hiu nung cu knh bi doanh s bn myMac mc thp. Thc t khng phi vy, l kiu hnh xc trng ca Jobs. ng thng th hin thi kh p t vi nhn vin. ng c lc hay chiby. C nhn vin ni in ln khi ng thay i d bo ngn sch m c lp ra thnh mtth ht sc thiu thc t.

Thc ra cch hnh x ca Jobs cng khng hon ton xu. Nhm lm vic ca ng sn xutc mt loi my tnh hon ho n mc h khng ngh h c th lm c. V cui cng, hthc s t ho v nhng g h lm c.

ng Debi Coleman, mt nhn vin trong nhm sn xut my tnh Mac, k li Steve Jobs snsng go tht qut mng trong bui hp. Jobs khng ch la mng nhm lm my tnh Mac mcn c nhm kinh doanh. Nhm Apple II chu trch nhim v 70% doanh s bn hng ca Apple,th nhng Jobs cng coi h nh cng dn loi 2 bi h khng thuc nhm lm vic ca ng.

ng ni: Trong 3 nm ti lm vic ti Apple, ti cha bao gi chng kin qu nhiu s cngthng, s hi nh trong 90 ngy qua. D nguyn nhn ca s xo trn l g i na, Steve Jobsang nm mt quyn lc khng th xm phm. ng chnh l ngi ng h cho Steve Jobs. Saukhi Jobs b sa thi, ng gip cho chng trnh m Jobs mun thc hin lun c duy tr tiApple.

Sau khi ri i, Jobs lp ra cng ty NeXT, ni ng thc hin mi tng m mnh thch. Cuicng, ng sng to ra c ng sn phm ng ngc nhin nhng khng thnh cng v mtthng mi.

Vi Steve Jobs, vic ri khi Apple ch khin ng thm khao kht to ra cuc cch mng ngnhmy tnh c nhn th gii. ng vch ra ngay d n cng ty NeXT Computer. Tn cng ty th


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hin r tham vng ca Steve Jobs v mt th h my tnh mi vi nhng tng cha tng aibit n.

My tnh ca ng c trang b nhng cng ngh tin tin nht thi nh giao din ha minht, cng Ethernet c tch hp bn trong v nhiu sn phm cng ngh cao khc. Sn phm

khng c chung bi gi ca n qu cao. Mc d vy, sn phm ca Steve Jobs to ranhng nh hng to ln i vi cc th h my tnh tip theo.

Issacson vit v ngy thng ca Jobs ti NeXT: am m i vi s hon ho ca Jobs lun lnln khng ngng. Ngay c khi Jobs thu c ta nh mi xy v c thit k rt p, ng cngchnh trang li n hon ton. Tng thay bng knh, lm li sn g. Khi NeXTchuyn n aim vn phng mi cng vy.

Issacson vit thm: ng cng khng khng mun ta nh cng s ca mnh phi c t ngha ton ton. My mc v robot c sn i sn li cho n khi ng hi lng. Tng hon tonmu trng, ging nh ti nh my Macintosh, ngoi ra l hng lot gh da mu en c gi 20

nghn USD/chic v nhiu chic gh c thit k ring bit.Hy ngh xem nu trc y ng li Apple v c a ln lm CEO? C th ng khincng ty ph sn v chng bao gi c c hi tr li, vc n dy.

Issacson khng ni r khi ra i khi Apple, iu g thay i Steve Jobes, th nhng dngnh Jobs lm tt c nhng g ng mun vi NeXT. ng cn phi trng thnh hn. ngkhng nn ch bit bt nt ngi khc v ginh c ci ng mun. ng hc bi hc v tht bithc s.

Nu khng c nhng bi hc ny, hn s tr li huy hong ca ng ti Apple khng bao gi

xy ra. Vy tri vi nhng g mi ngi ngh, tht may mn khi ng tng b sa thi.nh Ho

Theo TTVN

Th 6, 17/06/2011, 10:01

H l "cm nang" bn l ca Apple

CEO Steve Jobs a Apple tr thnh cng ty cng ngh c gi tr vn ha th trng ln nht

th gii vi nhng sn phm cng ngh cao nh iPad hay iPhone.


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Bn trong mt ca hng bn l ca Apple

Tuy nhin, theo t Wall Street Journal, mt yu t rt quan trng dn ti thnh cng ca qu

to li khng h mang tnh cng ngh cao, l b quyt bn l ca hng. Bo ny dn thng k t Apple cho thy, trong nm 2010, s lt khch t chn ti 326 gian hng bn l ca Apple mi qu thm ch vt con s 60 triu lt khch ti thm 4 cng vinch ln nht ca hng Walt Disney.

Cn theo s liu t ngn hng u t Needham, doanh thu bn l hng nm ca Apple tnh trnmi n v din tch l foot vung (0,3048 m2) tng ln 4.406 USD. Nu tnh c doanh thutrc tuyn, con s ny ln ti 5.914 USD, vt doanh thu tng ng ca hng n trang Tiffany(3.070 USD), cng ty bn l hiu Coach (1.776 USD), hay nh bn l in t Bestbuy (880USD).

Vi khng gian khong t v nh sng thu ht, cc gian hng ca Apple to cho khch ti thmcm gic thoi mi v thn thin. Tuy nhin, Wall Street Journal cho bit, hng li c nhng quynh rt ngt ngho v quy ch hot ng ca nhng gian hng ny.

Apple yu cu nhn vin khng c n on g v cc sn phm ca hng, cc k thut vinkhng c tha nhn trc khi hng c thng tin chnh thc v nhng li sn phm xut hintrn din rng. Cc nhn vin hin ti v tng lm vic cho Apple cn tit l, bt k nhn vinhay k thut vin no ca hng vit nhng thng tin lin quan n cng ty trn Internet u b sathi.

Thnh cng trong lnh vc bn l ca Apple mt phn khng nh xut pht t nhu cu mnh mca ngi tiu dng i vi sn phm ca hng. Tuy nhin, cc nh phn tch bn l nhn nh,nhiu li th ca Apple so vi cc i th bn l nh Best Buy li mang tnh k thut: Apple lmt thng hiu n l, c t sn phm hn nhiu, v ch c vi trm gian hng so vi hn 4.000gian hng ca Best Buy.

Cng vi s m rng ca Apple, mt s nh phn tch cho rng hng ny s i mt vi nhiu plc hn trong vic duy tr u n cht lng dch v khch hng mc cao. Mt s cu nhn
http://cafef.vcmedia.vn/Images/Uploaded/Share/2011/06/17/Applebanle.jpg


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vin ca Apple cho bit, h nhn thy s suy gim trong cht lng nhn vin bn l ca hngny khi mng li m rng.

Mc d vy, Apple vn c xem l ngi i u trn nhiu phng din mng dch v khchhng v thit k gian hng. Theo tit l ca mt s nhn vin v ti liu o to nhn vin b r r

ca Apple, nhn vin bn hng ca hng c hc mt trit l bn hng c v hi l: cng vickhng phi l bn sn phm, m l gip khch hng gii quyt vn .

Cng vic ca cc bn l hiu tt c cc nhu cu ca khch hng, m mt vi nhu cu trong thm ch khch hng khng nhn ra, mt ti liu o to vit. V mc tiu ny, nhn vin bnhng ca Apple khng c nhn hoa hng bn hng, nhng cng khng phi chu p lc vdoanh s ti thiu.

Mt ti liu o to ca Apple m Wall Street Journal thu thp c cho thy, qu to tra quy nh v cc bc phc v khch hng bao gm: Li gn khch hng vi thi chon thn tnh, Hi han lch s hiu cc nhu cu ca khch, a ra mt gii php khch

hng c th p dng tinh ngay trong ngy, Lng nghe v gii quyt bt k vn hay longi no ca khch hng, v Kt thc bng li cho tm bit thn tnh v li mi quay tr li.Trong nguyn gc ting Anh, cc ch ci bt u cc nguyn tc ny ghp li thnh tAPPLE.

Cch Apple kim sot tri nghim ca khch hng cng i vo tng chi tit nh nht. Ti liuo to mt ca hng thm ch cn nu r tng cu ni c th m cc k thut vin ti cc gianhng bn l phi ni vi khch hng biu l cm xc.

Chng hn: Hy lng nghe v hn ch phn ng ca bn bng nhng li trn an n gin rngbn ang lm ng nh nhng g khch yu cu. Vng, vng, ti hiu

Bt k nhn vin no ca Apple n mun 6 pht trong ca lm vic ca ngi 3 ln trong 6thng s b cn nhc sa thi. Mc d khng chu mc doanh s ti thiu, cc nhn vin phi bnc cc gi dch v i km thit b. Nhng ai khng bn gi dch v s b o to li hocchuyn v tr cng tc.

Cc nh phn tch cho bit, nhiu hng bn l cng n lc em n dch v khch hng chtlng tt v thit k gian hng hp dn, nhng hu nh khng c hng no i vo tng chi titnh Apple. Chng hn, hng bn l Nordstrom gn nh khng c ti liu o to v dch vkhch hng v mun nhn vin bnhng t hc khi vo vic. V thit k gian hng, mt chuyngia cho rng, hu ht cc hng bn l u lp mt khun mu ri trin khai, cn Apple th lintc nng cp din mo v khng kh trong cc gian hng ca mnh.

Thnh cng ca Apple trong lnh vcbn l cng tr nn ni bt khi nhiu hng bn l khc chtvt. Vo nm 2009, khi doanh thu bn l ton cu gim 2,4%, nh du nm u tin suy gimsau nhiu thp k - theo s liu ca hng t vn Customer Growth Partners - doanh thu bn lca Apple tng xp x 7%. Nm ngoi, doanh thu bn l khng tnh bn trc tuyn ca Appletng 70% ln 11,7 t USD, chim 15% trong tng doanh thu 76,3 t USD ca hng, vt xa mctng trng 4,5% ca lnh vc bn l ni chung.


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Cc hng bn l khc ang n lc copy cc b quyt bn l ca Apple, t h tr k thut ticch thc b tr gian hng, nhng xem ra khng thnh cng. Hng Best Buy mua li cng tydch v sa cha my tnh Geek Squad vo nm 2002, mt nm sau khi Apple m gian hng utin, nhng vn khng th thi mt lung gi mi vo cng vic kinh doanh. Theo s liu cacc nh nghin cu, t sut li nhun trc thu ca Best Buy ch loanh quanh mc 1%, trong

khi ca cc gian hng bn l ca Apple ln ti 26,9%.Khi m gian hng bn l u tin ca hng ti Arizona vo nm 2009, Microsoft p dngnhiu im thit k v cch chm sc khch hng ging Apple, bao gm sn lt g cng, khnggian thong t, mi nhn vin bn hng mt ngi o to Tuy Microsoft khng tit l thngtin v mng bn l ca hng, gii phn tch cho rng t sut li nhun l thp, v Microsoft chyu bn li my tnh ca cc cng ty khc, cn Apple th bn sn phm ca chnh mnh.

Mc d gi l mt th v kh tn cng ca Apple, cc gian hng bn l ban u li c xemnh mt bc i phn

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