CHIN LC KINH DOANH
LI M UThng tin di ng ngy cng quan trng v l mt phn thit yu trong
cuc snghin nay i vi mi quc gia v mi con ngi. Cng ty Viettel l cng
ty i u trongvic pht trin thng tin di ng, t mt cng ty nh b, qua mt
thi gian ngn tr thnh cng ty di ng s 1 ca Vit Nam. C c thnh qu phi k
n s quyttm, sng to, n lc khng ngng ngh ca mi con ngi trong ngi nh
chung Viettel. Nhng bn cnh s cnh tranh khc lit ca tr trng nh mng
hin nay nu khng c 1 hoch nh , 1 chin lc cho mng vin thng viettel
thi e l 1 nguy c cho s pht trin ca viettel . V vy nhm chung ti a ra
chin lc ny nhm gp thm vo sc mnh cua cng ty. Chng ti xin mi ngi cho
thm kin bi tuyt trnh ca chnung ti c thnh cng hn . XIN CHN THNH CM
N
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CHIN LC KINH DOANH CHIN LC KINH DOANH CA CNG TY VIN THNG QUN I
VIETTELI.GII THIU TNG QUT V CNG TY QUN I VIN THNG VIETTEL 1.1.gii
thiu tng qut v cng ty 1.1.1.gii thiu chung v viettel Tr s giao
dch:s 1,Giang Vn Minh,Kim B,Ba nh,H Ni. in thoi: 04.62556789 Fax
:04.62996789 Email:[email protected] Website :www.viettel.com.vn
Tn c quan sang lp: B Quc Phng Quyt nh s 43/2005/Q_TTg ngy
02/03/2005 c th tng chnh ph ph duyt thnh lp tng cng ty vin thng qun
v ngh quyt s 45/2005/Q-BQP ngy 06/04/2005 ca B Quc Phng v vic thnh
lp tng cng ty vin thng Qun i Hot ng kinh doanh: - cung cp dch v vin
thng; - truyn dn; - bu chnh; - phn phi thuyt b u cui ; - u t ti
chnh; -truyn thng; -u t bt ng sn; -xut nhp khu; - u t nc ngoi.
1.1.2Qu trnh hnh thnh v pht trinGVHD:Trn.T.Bch Hi Page 2
CHIN LC KINH DOANHQu tnh hnh thnh: Nm 1996: VIETTEL tch cc chun
b, lp d n kinh doanh cc dch v BCVT.Thng 9/1997 hon thin l lp d n
xin php kinh doanh 6 loi hnh dch vBCVT: Dch v in thoi c nh; di ng,
nhn tin, Internet, trung k v tuyn Radiotrunking: dch v bu chnh. Nm
1997, thit lp mng bu chnh vin thng cng cng vi dch v pht hnh bo ch,
cung cp dch v trung k v tuyn. Giai on 1998-2000: VIETTEL c cp php
kinh doanh dch v BCVT:-Thit lp mng v cung cp cc dch v bu chnh;-Thit
lp mng v cung cp dch v thng tin di ng mt t;-Thit lp mng v cung cp
dch v in thoi trung k v tuyn;-Thit lp mng v cung cp dch v Internet
cng cng;-Thit lp mng v cung cp dch v in thoi chuyn mch cng cng
(PSTN);Cc dch v trn c php hot ng trn phm vi ton quc. Nm 1999: Trin
khai th nghim v chnh chc kinh doanh dch v trung k vtuyn trn a bn
thnh ph H Ni. Nghin cu v xy dng d n xin php th nghimdch v in thoi
ng di s dng cng ngh VoIP. Thng 9/1999: Nghim thu bn giao tuyn ng
trc cp quang 1A di gn 2000km vi 19 trm chnh; lctrc u tin Vit Nam do
ngi Vit Nam t thit k,thi cng khng c s tham gia ca chuyn gia nc
ngoi. y l cng trnh nh dunhiu sng kin mang tnh t ph ca VIETTEL nh:-u
tt cp quang phc v ng cu thng tin; gii php thu pht trn mt siquang v
thit k mt phng; gii php v m bo thng tin khi xy ra s c ngthi trn 2
tuyn ca vng ring phng sng kin s dng cng v qun l ccm ngun; gii php
khai bo knh cng v cho trm chnh; thit k li phnngun cho Card khch i
quang.GVHD:Trn.T.Bch Hi Page 3
CHIN LC KINH DOANHThng 2/2000: VIETTEL c cp php khai thc th
nghim dch v VoIP (ms 178). y l s kin quan trng nh du bc pht trin mi
trong sn xut kinhdoanh BCVT ca VIETTEL. Thng 9/2000: Thng nht v k
tha thun kt ni cung cp dch v in thoiVoIP u tin Vit Nam vi VNPT; tin
hnh cc th tc thu knh, tp hun k thut chun b trin khai d n; ng thi lm
cc th tc xin cp php d n VoIP quc t. Ngy 15/10/2000: Chnh thc t chc
kinh doanh th nghim c thu cc dch vin thoi ng di VoIP trn tuyn H Ni
H Ch Minh. nh du s kin ln utin c mt Cng ty ngoi VNPT cung cp dch v
vin thng ti Vit Nam, bc u ph v th c quyn, ngi s dng c la chn dch v
vin thng ca nh khai thckhc vi gi cc r hn. Lu lng bnh qun t 50K-60K
pht/ngy. Nm 2001-2003: Trin khai h tng vin thng, m rng cc loi hnh
dch vvin thng, lin tc cng c hon thin m hnh t chc.y l thi k mt lot
cc n v thnh vin ca VIETTEL c thnh lp:Trung tm in thoi c nh; Trung
tm Cng ngh thng tin v dch v k thut; Trungtm Mng truyn dn; Trung tm
in thoi di ng l tin thn ca cc Cng ty thit lpmng v cung cp cc dch v
vin thng sau ny. Vic thnh lp cc Trung tm theohng tch ring cc dch v
c nh, di ng, Internetra tp trung pht trin nhanhgiai on u.Cc dch v
lin tc m rng:-Thng 7/2001: chnh thc kinh doanh dch v VoIP ng di
trong nc; -Thng 12/2001: Chnh thc kinh doanh dch v VoIP quc t;
-Thng 10/2002: Cung cp dch v thu knh ni ht v ng di trong nc;chnh
thc cung cp dch v Internet. -Thng 1/2003: Cung cp dch v kt ni
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CHIN LC KINH DOANH-Thng 9/2003: Cung cp dchv in thoi c nh (PSTN)
ti H Ni v H ChMinh.- -Thng 11/2003: Khai trng cng quc t v tinh ti
Sn Tyng k nht l s trin khai nhanh v mnh mng truyn dn ton quc v iquc
t, vi quan im truyn dn chnh l h tng ca h tng. VIETTEL phi hp ving
st trin khai tuyn cp quang 1B dung lng 1Gbps, nhm phc v kt ni chocc
dch v in thoi ca VIETTEL v cho thu knh; trin khai ca ng quc t lm c
s cung cp dch v in thoi quc t v phc v kt ni Internet. Nm 2004-2006:
tng tc pht trin nhanh, nh v thng hiu trn th trng. Nm 2005, Cng ty
Vin thng Qun i chuyn i thnh Tng cng ty Vinthng Qun i, iu cho thy, t
mt cng ty nh, pht trin tr thnh mt tpon ln mnh, c uy tn, c thng hiu
trn th trng.-H tng mng c trin khai rng khp, quang ha trn ton quc:
ng trccp quang Bc Nam c 1A, 1B, 1C; truyn dn quc t cng c trin
khainhanh vi dung lng ln (cp quang 2x2,5 Gbps, v tinh 155 Mbps). Kt
ni cpquang vi Lo v Campuchia va gii quyt c vn thng tin lin lc,
anninh mng cho cc nc bn va to cho VIETTEL thnh Hub ca 3 nc. -Trin
khai lp t mng in thoi di ng vi tc nhanh nht Vit nam. acc dch v vin
thng n khp mi min t quc (VoIP 64/64; PSTN 58/64;ADSL 64/64; di ng
64/64). n tng nht chnh l ngy 15/10/2004 VIETTEL chnh thc kinh doanh
dch vin thoi di ng, ch hn mt thng sau khi vo hotng,VIETTEL c
100.000 khch hng; gn mt nm sau n khch hng 1triu;
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CHIN LC KINH DOANH-ngy 21/7/2006 n khch hng th 4 triu v n cui
thng 12/2007 vt con s trn 7 triu khch hng. L mng di ng pht trin
nhanh nh t, chsau hn 2 nm chnh thc kinh doanh c trn 3000 trm BTS
trn ton qucv trn 7 triu khch hng theo s liu thng k nm 2006 ca GSMA
thVIETTEL mobile l mng di ng c tc pht trin nhanh th 13 trn th gii.C
cu doanh thu chuyn dch theo hng tch cc: tng t trng doanh thu trong
nc.Xy dng v nh v thng hiu trn th trng, lm cho Slogan Hy ni theocch
ca bn tr nn quen thuc vi ngi dn Vit Nam. Tt c hot ng kinh doanh,cc
hot ng x hi u i theo trit l kinh doanh quan tm, chm sc v sng to, t
ph.Lin tc trong hai nm 2004, 2005 VIETTEL c bnh chn l thng hiumnh,
v c bit nm 2006 VIETTEL c nh gi l thng hiu ni ting nht Vit chn ng
pht trin. 1/6/1989:thnh lp tng cng ty in t thuyt b thng
tin(SIGELCO) l tin thn ca tng cng ty vin thng qun i; 1989-1994:xy
dng tuyn vi ba rng ln nht (140 Mbqs) xy dng thp anten cao nht Vit
Nam lc by gio (85m) 1995: i tn thnh cng ty in t vin thng qun i (tn
giao dch l viettel) l doanh ngip mi duy nht c cp y cc dch v vin
thng Vit Nam. 1999: hon thnh ng cp quang Bc Nam vi dung lng 2.5Mbps
c cng ngh cao nht Vit Nam vi vic thu -pht trn mt si cp quang;
2000:Viettel c giy php cung cp th nghim dch v in thoi ng di 178, l
doanh nghip u tin Vit Nam cung cp dch v thoi s dng IP trn ton
quc;
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CHIN LC KINH DOANH 2003: viettel a t chc lp t tng i a dch v in
thoi c nh (pstn), cng v tinh quc t vo hot ng kinh doanh trn th trng
2004: cung cp in thoi di ng, khai trng vo ngy 15/10/2004 vi u s
098.cung cp cng cp quang quc t. 2005: thnh lp tng cng ty vin thng
qun i ngy 02/3/2005. cung cp dch v mng ring o. 2006: u t sang lo va
campuchia 2007: doanh thu t 1 t USD, c 12 triu thu bao. hi t 3 dch
v c inh di ng -internet 2008: doanh thu t 2 t USD. nm trong 100
thng hiu vin thng ln nht th gii. s1 campuchia v h tng vin thng.
quan im pht trin kt hp cht ch kinh t vi quc phng u t vo c s h tng.
kinh doanh nh hng khch hng phat trin nhanh, lin tc ci cch n nh. ly
con ngi lm yu t ct li. 1.1.3Tm nhn v s mnh: Tm nhn thng hiu: Tm nhn
thng hiu c c ng t vic thu hiu nhng mong mun ca khch hng v nhng n lc
p ng ca Viettel. Viettel hiu rng, khch hng lun mun c lng nghe, quan
tm chm sc nh nhng c th ring bit. Cn Viettel s n lc sng to phc v
nhng nhu cu ring bit y vi mt s chia s, thu hiu nht.
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CHIN LC KINH DOANH ngha Slogan: Hy ni theo cch ca bn Viettel lun
mong mun phc v khch hng nh nhng c th ring bit.Viettel hiu rng, mun
lm c iu phi thu hiu khch hng, phi lng nghe khch hng. V v vy, khch
hng c khuyn khch ni theo cch m h mong mun v bng ting ni ca chnh mnh
Hy ni theo cch ca bn. ngha Logo: Logo c thit k da trn tng ly t hnh
tng du ngoc kp.Khi bn trn trng cu ni ca ai , bn s trch dn trong du
ngoc kp.iu ny cng ph hp vi Tm nhn thng hiu v Slogan m Viettel la
chn.Viettel quan tm v trn trng tng nhu cu c nhn ca mi khch hng.
Logo Viettel mang hnh elip c thit k i t nt nh n nt ln, nt ln li n
nt nh to thnh hnh elipse biu tng cho s chuyn ng lin tc, sng to khng
ngng (Vn ha phng Ty) v cng biu tng cho m dng ha quyn vo nhau (Vn ha
phng ng). Ba mu trn logo cng c nhng ngha c bit: mu xanh (thin), mu
vng (a), v mu trng (nhn). S kt hp giao ha gia tri, t v con ngi th
hin cho s pht trin bn vng ca thng hiu Viettel.
S mnh: Sng to phc v con ngi Caring Innovator Trit l kinh doanh:
Mi khch hng l mt con ngi mt c th ring bit, cn c tn trng, quan tm v
lng nghe, thu hiu v phc v mt cch ring bit. Lin tc i mi, cng vi khch
hng sng to ra cc sn phm, dch v ngy cng hon ho.Nn tng cho mt doanh
nghip pht trin l x hi.GVHD:Trn.T.Bch Hi Page 8
CHIN LC KINH DOANHVIETTEL cam kt ti u t li cho x hi thng qua vic
gn kt cc hot ng sn xut kinh doanh vi cc hot ng x hi, hot ng nhn o.
Quan im pht trin: Kt hp cht ch kinh t vi Quc phng. Ch trng u t vo c
s h tng. Kinh doanh nh hng khch hng. Pht trin nhanh, lin tc ci cch
bn vng. Ly con ngi lm yu t ct li.
II.Phn tch mi trng nh hng n chin lc pht trin ca cng ty.2.1.phn
tch mi trng v m. 2.1.1.tnh hnh kinh t Cng nh nhiu nghnh ngh,nghnh
in t vin thng chu nh hng ca nhiu bin ng ca nn kinh t v m.khi nn
kinh t tng trng, x hi lm ra nhiu ca ci hn, hng ha lu thng,thu nhp
tng, th nhu cu s dng dch v vin thng cng tng v ngc li. Nm 2011,nm
hiu qu v li nhun ca VIETTEL. Vi li nhun t 20000 t,VIETTEL l nghnh c
li nhun cao nht ngnh cng ngh thng tin_vin thng ti Vit Nam. Li nhun
t nc ngoi tng gp 8 ln so vi nm 2010. Trong nn suy thoi v khng hon
ti chnh ton cu Viettel vn tip tc kinh doanh hiu qu hon thnh k hoch
tng trng doanh thu 28% ddatf trn 11 t. Nh vy, vi tnh hnh kinh t v m
hin nay v xu hng trong tng lai th va em li nhng c hi, thun li cho
cc lnh vc hot ng ca Viettel. Nhu cu v dch v vin thng gia tng, nhng
cng gy ra khng t kh khn, l i hi phi tm cch thay i cng ngh, phng php
qun l gim chi ph, h gi thnh sn phm, s chm scGVHD:Trn.T.Bch Hi Page
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CHIN LC KINH DOANHkhch hng, s canh tranh gay gt.V di hn Vit Nam
vn c nh gi l mt th trng y tin nng, c kh nng pht trin mnh trong tng
lai. 2.1.2.tnh hnh chnh tr Chnh tr nc ta hin nay c nh gi rt cao v s
n nh, m bo cho s hot ng pht trin ca cc doanh nghip, to ra tm l an
ton Vic gia nhp WTO, l thnh vin ca Hi ng bo an lin hp quc, vn ton
cu ha, xu hng i ngoi ngy cng m rng, hi nhp vo kinh t th gii l c hi
ca Viettel tham gia vo th trung ton cu. Cc quy nh v th tc hnh chnh
ngy cng hon hin, giy php hot ng kinh doanh ngy cng c rt ngn.Chnh ph
rt quan tm v hiu nng hnh chnh cng, tho g cc ro cn trong hot ng kinh
doanh.y l mt thun li cho Viettel gim bt ro cn ra nhp ngnh. c s bo h
ca B quc phng, vi t cch l cc ngi lnh tham gia hot ng kinh t th vic
bnh n chnh tr khng cn l mi e da v thch thc ca Viettel trn thng trng
quc t. 2.1.3 Cc yu t php lut H thng vn bn php lut ca Vit Nam trc
kia cn nha c hon thin, cha ng b v n nh. Nhng t khi gia nhp vo WTO
th nh nc c nhng iu chnh, b sung, thay i , cam kt hon thin vn bn php
lut. Lut php Vit nam hin nay c chiu hng c ci thin.Lut kinh doanh
ngy cngc hon thin.Lut doanh nghip tc ng rt nhiu n tt c doanh nghip
nhkhung php l ca lut php dui s qun l ca nh nuc l cc thanh tra kinh
t.Tt c cc doanh nghip u hot ng thun li. 2.1.4 Cc nhn t vn ho - x hi
c th thnh t trong kinh doanh, cc doanh nghip khng ch hng n lc ca
mnh vo cc th trng mc tiu m cn phi bit khaiGVHD:Trn.T.Bch Hi Page
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CHIN LC KINH DOANHthc tt c cc yu t ca mi trng kinh doanh, trong
c yu t mi trng vn ho. Sc thi vn ho in m ln du n ng x ca ngi tiu dng
trong c vn quan nim v thi i vi hng ho, dch v m h cn mua. Nhu cu lin
lc tng, nhu cu dch v... Ngy nay, hu ht mi ngui t cc nh doanh nghip,
ngi nng dn, sinh vin, cng chc cho n hc sinh u c nhu cu lin lc, v c
nhng nhu cu dch v khcNh vy, vic ny s kch cu dch v ca Viettel. ng vi
s pht trin ca x hi, trnh dn tr ca Vit Nam ngy mt c nng cao hn. iu
ny s to iu kin cho cc doanh nghip c ngun lao ng c trnh qun l, k
thut, c i ng nhn vin lnh ngh c trnh cao... Vi th trng 86 triu dn, t
l dn s tr ang c nhu cu dch v lin lc, to ra nhu cu ln v mt th trng
rng ln s l c hi cho Viettel m rng hot ng v chim lnh th trng giu tim
nng ny. 2.1.5. khoa hc _cng ngh Ngy nay, yu t cng ngh c ngha v cng
quan trng i vi s pht trin ca mi quc gia, mi doanh nghip. Cng ngh c
tc ng quyt nh n 2 yu t c bn to nn kh nng cnh tranh ca doanh nghip:
cht lng v chi ph c bit ca sn phm, dch v m doanh nghip cung cp cho
th trng. Song thay i cng ngh khng phi d. N i hi doanh nghip cn phi
m bo nhiu yu t khc nh: trnh lao ng phi ph hp, nng lc ti chnh, chnh
sch pht trin, s iu hnh qun l ... Vi Viettel y va l iu kin thun li
va to ra nhng kh khn: s pht trin ca cng ngh, c bit l cng ngh 3G gip
Viettel c iu kin la chn cng ngh ph hp nng cao cht lng sn phm, cht
lng dch v, nng sut lao ng, nhng kh khn l s cnh tranh rt ln trong
ngnh, cng vi i hi gim gi cc dch v
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CHIN LC KINH DOANHBi chnh t cht lng cuc gi c ngun gc t my mc k
thut l ch yu nn vic tha mn cc nhu cu v dch v cuc gi v nhn tin c m
bo. Viettel u t 200 t cho dy chuyn sn xut thit b.tnh ti 10/2011 y l
dy chuyn hin i nht ng Nam 2.1.6.iu kin t nhin Yu t t nhin bao gm: v
tr a l, kh hu, thi tit... Yu t ny nh hng n cht lng cc dch v, s u t
vo c s h tng vin thng. Tm li: Nhng nhn t mi trng v m nh hng n hot
ng sn xut kinh doanh ca doanh nghip. Do , mi doanh nghip cn phi c
nhng chin lc c th gi vng v pht trin th phn.
2.2.phn tch mi trng vi m2.2.1.i th cnh tranh Th trng vin thng
ang c s cnh tranh gay gt ca cc cng ty dch v vin thng khc nh
Mobifone, Vinafone, Sfone, Beeline D tham gia th trng vin thng sau
cc mng Vinaphone, Mobiphone, nhng hin ti Viettel ang chim lnh th
phn nhiu nht vi 44%,tuy nhin cc mng in thoi khc ang dn tin ti mc cn
bng nh Mobifone chim35%. Nu Viettel khng c nhng chnh sch, chin lc
thch hp gi v pht trin th phn ca mnh cng nh chim lnh th phn ca cc i
th cnh tranh th khng lu sau Viettel s phi nhng ch cho Mobiphone.
2.2.2 Cc i th cnh tranh tim n Truyn thng ln sn vin thng k hoch truy
cp Internet qua mng cp truyn hnh(Vi u th v bng rng). Vi s pht trin
ca cng ngh, cc doanh nghip vin thng -cng ngh thng tin v truyn thng
ca Vit Nam bt u tr thnh i th cnh tranh trc tip ca nhau.Vic truy
cp
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CHIN LC KINH DOANHInternet qua mng cp truyn hnh c th t tc ti v
ti 54 Mbps v ti ln 10 Mbps. Ngoi ra cn c cc cng ty vin thng nc
ngoi,gi in thoi qua yahoo(voice chat). 2.2.3 Nh cung cp Nh cung cp
ti chnh bao gm: BIDV, MHB, Vinaconex, EVN Nh cung cp nguyn vt liu,
sn phm bao gm: AT&T (Hoa K), BlackBerry Nokia Siemens Networks,
ZTE v Aple. 2.2.4 Sn phm thay th Sn phm v dch v thay th l nhng sn
phm, dch v c th tha mn nhu cu tng ng vi cc sn phm dch v trong ngnh.
Ngnh vin thng rng m v vy trong tng lai gn s c nhng sn phm thay th s
gip khch hng ngy cng tha mn nhu cu ca mnh.
2.3 Phn tch mi trng ni b2.3.1 Nghin cu ni lc ca Tng cng ty
2.3.1.1 Nhng im mnh Viettel s hu ngun vn ln, c li th cnh tranh, c s
tn nhim cao ca khch hng i vi cc sn phm v cc dch v ca cng ty. C i ng
nhn vin trnh cao, chuyn nghip v nng ng. C s k thut mng Bu chnh Vin
thng c u t nng cp trn s u t cho khoa hc cng ngh cao, vi chi ph thp
m hiu qu, v gi c phi chng. Tng cng ty cn c li th l doanh nghip nh
nc gi vai tr ch o trong lnh vcGVHD:Trn.T.Bch Hi Page 13
CHIN LC KINH DOANHBu chnh Vin thng, k tha b dy truyn thng ngnh
vi mng li Bu chnh Vin thng rng khp c nc. 2.3.1.2 Nhng im yu Quy m
mng li cha p ng yu cu. Kh nng cnh tranh v cht lng dch v v gi cc cn
hn ch. Nng sut lao ng thp.Cung ng dch v cn nhiu hn ch. 2.3. Mi trng
ni b - Cng ty Vin thng l cng ty hot ng trong lnh vc c ng v Nh nc xc
nh u tin pht trin, y l mt iu kin thun li cho vic i mi v pht trin ca
Viettel. -Mng li Vin thng Viettel ph khp cc tnh thnh v tr thnh nh
cung cp dch v vin thng ln nht c nc vi hn 50 triu thu bao v thung
hiu ngy cng ln mnh. Ngun lc: Viettel s hu ngun vn ln, c li th cnh
tranh, c s tn nhim cao ca khch hng i vicc sn phm v cc dch v ca cng
ty.C i ng nhn vin trnh cao, chuyn nghip v nng ng.C s k thut mng Bu
chnh Vin thng c u t nng cp trn s u t cho khoa hc cng ngh cao, vi
chi ph thp m hiu qu, v gi c phi chng. Theo thng k ca nm 2010 th i
ng ngun nhn lc ca Viettel l 24 500 ngi. Nng lc: Tng cng ty l doanh
nghip nh nc gi vai tr ch o trong lnh vc Bu chnh Vinthng, k tha b dy
truyn thng ngnh vi mng li Bu chnh Vin thng rng khp c nc. Ngun lc
mnh kt hp vi ni lc c bit, viettel c kh nng ni lc bn vng kh ph
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CHIN LC KINH DOANHNhng im yu: Quy m mng li cha p ng yu cu. Kh
nng cnh tranh v cht lng dch v v gi cc cn hn ch. Nng sut lao ng thp.
Cung ng dch v cn nhiu hn ch. MA TRN SWOT C HI (OPPORTUNITIES O) Ma
trn 1:S pht trin ca nin kinh t 2:n nh v chnh tr ,php lut 3: Nhu cu
thng tin lin lc tng 4:Ngun lao ng di do 5:Nhu cu s dng cng ngh tng
cao 6: T l tng n s cao Phi hp (S/O) S1,2,3+O1,3,4,6 Chin lc pht trn
th trng S1,3,4+O2,4 Chin lc chi ph thp 1:Nhu cu v a dng ha dch v
2:cc hnh thc marketing qung b ngy cng a dng phong ph 3:Cc i th cnh
tranh mnh 4:Mc tng trng cc nghnh ngy cng nhanh 5:C nhiu i th cnh
tranh tim n E DA (THEREATEN T)
SWOT IM MNH (STRENGTH S) 1:Ngun nhn lc tr v nng ng 2:kh nng ti
chnh mnh 3:Sn phm c uy tn thng hiu trn th trng 4:B my lnh o qun l
tt IM YU (WEAKNESSES W) 1:cc k nng v khoa hc cng ngh cha
caoGVHD:Trn.T.Bch Hi
Phi hp (S/T) S1,2,3+O1,2,3,4,5 Chin lc phn ng nhanh
S1,2,3,4+O1,2,3,5 Chin lc pht trn sn phm
Phi hp (W/O) W1,2,3+O1,2,3,4 Chin lc a dng
Phi hp (W/T) W2,3+T1,2,4 Chin lc thm nhp th trngPage 15
CHIN LC KINH DOANHha theo kiu hi nhp 2:Cht lng cc dch v cn thp
W1,2+O1,2,3,4 3:Gi bn trn th Chin lc pht trn trng cn nhiu bin th
trng ng
W1,3+T1,3,5 Chin lc khc bit ha sn phm
III.Chin lc pht trin ca mng in thoi Viettel3.13.2 Chin lc pht
trin th trng Cng ty tin hnh a dng ho sn phm nhm tn dng ngun vn ln
mnh v i ng nhn lc sn c ca mnh cng vi mt h thng knh phn phi khp cc
tnh thnh v quan trng nht l ngi tiu dng chuyn hng s thch v c s nh
gi. Nhu cu ca khch hng i hi phi c quan tm hn, c phc v tt hn. C hi
ca th trng ang pht trin v th m Cng ty a ra cc gi dch v ph hp vi nhu
cu khch hng ng thi m rng nhiu lnh vc kinh doanh tn dng kh ca Cng ty
nhm chim lnh th trng vi mc tiu dn u mt s lnh vc c li th. - Viettel
hin c s lng thu bao di ng ln nht: S lng thu bao ca Viettel ln ti hn
22 triu thu bao, chim trn 42% th phn di ng ng thi cng chim th phn
ln trong cc sn phm v dch v khc m Cng ty ang kinh doanh. - V chin lc
tip cn khch hng, Viettel tm kim nhng phn khc th trng mi nh: nhng
khch hng c nhu cu nghe nhiu (gi cc Tomato), i tng tr thch s dng cc
dch v gi tr gia tng (nh gi cc Ciao). V mng ny bt nhanh c hi lin tc
a ra cc dch v mi mang li doanh thu ln. Dch v nhc chung ch I-muzik
sau mt nm ri ra i c tm triu ngi s dng. Bn cnh , Viettel cn
GVHD:Trn.T.Bch Hi
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CHIN LC KINH DOANHa ra nhiu loi dch v nh I-share - s chia ti
khon, dch v nhn v gi th in t trn in thoi ng - Vi nhng bc i y, ch
sau hn ba nm hot ng, Viettel dn u th trng v lng thu bao di ng. Theo
cng b ca B Thng tin v Truyn thng, tnh n thng 5/2008 (cuc iu tra gn
y nht v lng thu bao ca cc mng di ng), c nc c hn 48 triu thu bao di
ng, trong , Viettel c 20 triu, MobiFone 13,5 triu, VinaPhone hn 12
triu v S-Fone hn 3 triu... - Cng ty ang tm kim c hi m rng th trng.
Hin nay cng ty m rng hot ng kinh doanh ca mnh sang th trng Lo v
Campuchia. - Vi chin lc gi m cng ty a ra rt hp dn cng vi chin lc
Maketting mnh m nhm ti vic thu ht nhng khch hng s dng mi. 3.3 Chin
lc pht trin sn phm. L cng ty hot ng trong nhiu lnh vc vi c cu chng
loi sn phm a dng thch hp , c kh nng cnh tranh th trng. Vi th trng
rng ln trong nc v ngoi nc. ng thi khch hng lun lun quan tm n cc sn
phm v dch v ca Viettel. V vy m Cng ty v ang nghin cu a ra chin lc
pht trin sn phm ph hp vi th hiu khch hng, vi nhu cu th trng. i vi
cht lng:- Cht lng c o t u vo cho n u ra cho cc sn phm v cc loi hnh
dich v ca Cng ty, do trc tin cn phi m bo u vo t ng tiu chun, dch v
phi tt nht vi cng ngh mi nht .Ph cp v m rng phm vi th trng cho cc
dch v: in thoi, bu phm, dch v di ng, internet, bu phm chuyn pht
nhanh (EMS), cc dch v Bu chnh Vin thng c bit khc. Tm li, chin lc
tng trng s gip cho Viettel m rng qui m v th trng, v sn phm, dch v
thc hin c mc tiu va kinh doanh va phc v, chim u th v th phn cng nh
nh hng i vi khchGVHD:Trn.T.Bch Hi Page 17
CHIN LC KINH DOANHhng.Cho php Viettel tp hp mi ngun lc ca Cng ty
vo cc hot ng s trng v truyn thng ca mnh tp trung khai thc cc im mnh
, pht trin quy m kinh doanh trn c s u tin chuyn mn ha sn xut v i mi
cng ngh, sn phm, dch v. Nh a ra chin lc ph hp m th phn v quy m ca
Viettel khng nhng chim th phn ln nht m ngy cng m rng trong c cc lnh
vc khc..
GVHD:Trn.T.Bch Hi
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