Quản Trị Chiến Lược - Doan Thi Hong Van

11/1/2014

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GII THIUQUN TR CHIN LC

GS.TS. ON TH HNG VN

Bt u t y

Qun tr chin lc

Phn tch mi trng bn ngoi

Bt u t y

Qun tr chin lc

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Phn tch mitrng bn trong

Qun tr chin lc


Bt u t y

Gi tr ct li, nng lc v kh nng

Qun tr chin lcPhn tch mi

trng bn trongPhn tch mi

trng bn ngoiBt u t y

Tm nhn chin lc

Qun tr chin lcGi tr ct li, nng lc v kh nng

Phn tch mitrng bn trong


Bt u t y

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Tuyn b s mnh

Qun tr chin lc

Tm nhn chin lc

Gi tr ct li, nng lc v kh nngPhn tch mi



Xy dng ch n

Qun tr chin lc

Tuyn b s mnh

Tm nhn chin lc




Chin lc

Qun tr chin lc

Xy dng ch n

Tuyn b s mnh

Tm nhn chin lc




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Qun tr chin lc

Chin lc

Xy dng ch n

Tuyn b s mnh

Tm nhn chin lc




Thc hin chin lc

Qun tr chin lc

Chin lc

Xy dng ch n

Tuyn b s mnh

Tm nhn chin lc




Thc hin chin lc

nh giCL

Qun tr chin lc

Chin lc

Xy dng ch n

Tuyn b s mnh

Tm nhn chin lc

Gi tr ct li, nng lc v kh nngPhn tch SWOT

bn trong

Phn tch SWOT bn ngoi

BT U

Thc hin chin lc

nh giCL

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GS.TS. ON TH HNG VN

ngha ca mn hc Mc ch nghin cu ca mn hc i tng v phm vi nghin cu Phng php nghin cu Kt cu ca mn hc.

Mt quc gia, mt t chc

khng c chin lc ging nh mt con tu khng c bnh li,

khng bit i v u

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Nhng vn t ra Chng ta ang sng v lm vic trong mt

giai on y thch thc cam go vi nhng bt trc kh lng.

Qu kh - Hin ti - Tng lai v s thay i? Cch mng NN, CN, CNTT Hi nhp v ton cu ho Khng hong ti chnh v suy thoi kinh t ton

cu => Hu khng hong. Th gii ang thay i su sc: u tin cho cc

lnh vc thn thin mi trng v tit kim nng lng (bn vng v hiu qu)

n nhn nhng c hi trong tng lai; C kh nng thay i chnh mnh i

ti tng lai; Bit cch to ra tng lai; Bit cch chin thng trong tng lai.

L ngi c kh nng thay i cc t chc camnh sao cho pht trin bn vng v hiu quhn.

L ngi c t duy sng to, lun hng tinhng ci mi, nhng iu tt p hn.

L ngi bit nm bt c hi, bit linh hotthay i - Nu bn khng thay i, bn scht.

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Cng ngh (c bit l CNTT) ang lm mt dn ngha ca khong cch a l => c th lm thayi v th ca mt s ngnh cng nghip c th Th k XXI.

Bn kinh t th gii c nhng thay i su sc:S ni ln ca mt s nn kinh t chu (TrungQuc, n ) => chuyn dch trng tm ca thgii v kinh t, chnh tr v vn ha t phngTy sang phng ng?

Trong cuc Hi m gia Ch tch nc Trng Tn Sang v Tng thng Hoa K Barack Obama ti Nh Trng ngy 25/7/2013, Tng thng Barack Obama khng nh, Hoa K tip tc coi trng khu vc chu Thi Bnh Dng trong tng th chin lc chung ca Hoa K, trong c vai tr trung tm ca ASEAN trong mt cu trc khu vc ang nh hnh cng nh cc c ch hp tc tiu khu vc (tip trang sau).

Hoa K mong mun thc y quan h vi ASEAN cng nh cc i tc khc ca Hoa K ti ng Bc .

Hai bn (VN-HK) quyt nh xc lp quan h i tc ton din Vit Nam Hoa K da trn cc nguyn tc tn trng Hin chng LHQ, lut php quc t, tn trng th ch chnh tr, c lp, ch quyn v ton vn lnh th ca nhau.

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Nc Php mun c mt ti ni m thgii ngy mai ang c xy dng vchu Thi Bnh Dng hin nhin ltrung tm ca th k 21

(Laurent Fabius, Ngoi trng Php, phtbiu ngy 2/8/2013, ti Indonesia)

=> Cn tch cc chun b nm ly chi, vt qua nguy c (bin nguy thnhc).

Ti Hi tho Quc t do H KTQD v Vin Nghin cu chnh sch quc gia Nht Bn t chc ngy 26/3/2014 ti H Ni, GS.Kenichi Ohno thng thn nhn nh: Vit Nam ri vo by thu nhp trung bnh, bi:

Tnh trng tng trng chm, nng sut lao ng thp, chuyn dch c cu mi mang tnh hnh thc; s tr tr trong cc ch s xp hng ton cu v cc vn ny sinh trong tng trng.

C th: Tc tng trng hin nay ca VN ang c xu

hng chm li (xp s 6%) v mc trung bnh thp;

Nng sut lao ng tng trng chm hn ng k so vi tin lng => sn xut tr nn t hn, khng khuyn khch c cc nh u t.

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Theo Nghin cu ca T chc Lao ng Quc t (ILO), nng sut lao ng ca VN nm 2013 thuc nhm thp nht chu Thi Bnh Dng, ch bng 1/15 ca Singapore, 1/11 ca Nht Bn v 1/10 ca Hn Quc.

So vi cc nc trong khu vc nng sut lao ng ca VN cng vn cn khong cch kh ln, ch bng 1/5 Malaysia; 2/5 nng sut lao ng ca Thi Lan.

c bit, tc tng nng sut lao ng ca VN ang tt gim, giai on 2002-2007, tc tng nng sut lao ng t 5,2%/nm; giai on t sau 2008 tc tng nng sut lao ng ch cn 3,3%/nm (TBKTSG, 15/5/2014, tr.9)

Trong bng xp hng kinh t ton cu, VN xp hng thp n trung bnh v khng c xu hng ci thin r rt:

2010: xp th 93/183 2011: xp th 78/183 2012: xp th 98/183 2013: xp th 99/185

Vit Nam ng thi phi i mt vi khong cch thu nhp v ti sn; Bong bng chng khon v bt ng sn; Tc nghn giao thng; nhim mi trng; Tham nhng

Gi t ti H Ni thi im h nhit (thng 11/2012) vn tng ng vi vng ngoi Tokyo, nhng thu nhp bnh qun u ngi ca VN ch bng 1/30 ca Nht Bn.

(SGGP, 27/3/2014)

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V sao phi hc? Mt khi coi chuyn hc l thit yu th phi hc

ci g? Hc nh th no? Quan trng hn c: Phi c mt nhn thc ng,

bit chn ci hc, pht trin, p ng nhu cu t thn, c th thch ng, tn ti; c th cm thy hnh phc v c ch cho i.

Bn c mun l

ngi chin thng ?

Bn mun t c g?

Bn c g ?Bn lm g chin thng ?

Hy cho bit cng ty/t chc ca bn/c nhn bn

lm g?

Bng mt cu

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Ti ang xy tng Ti ang lao ng

kim sng

Ti ang xy cng trnh gi tr

cho nhn loi

Chng ti ang ko

dy

Chng ti ang c gng

chin thng

Chng ti ang ch ng ton cu bng sn

phm lun c o cho khch

hng

=> Cn c tm nhn chin lc, hiu bit v chin lc v Qun tr chin lc!

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=>Mi doanh nghip mun tn ti v pht trintrong nn kinh t ng i th phi c chinlc kinh doanh ca mnh v phi lm ttcng tc qun tr chin lc; Ngc li, nukhng c chin lc hoc p dng mt chinlc sai lm th s b tht bi.

Gip ngi hc hiu c: Chin lc l g? Qun tr chin lc l g? Lm g qun tr chin lc ? p dng qun tr chin lc VN ?

Mc tiu c th:Gip ngi hc nm vng cc vn sau:- Chin lc l g? Cc loi chin lc.- Qun tr chin lc l g?- Ni dung qun tr chin lc.- Qu trnh, phng php, cng c xy dng

chin lc.- Thc hin chin lc.- Kim sot, nh gi chin lc.- Vn dng nhng kin thc hc vo thc t.

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Nghe ging T nghin cu ti liu Lm bi tp c nhn Lm vic theo nhm Nghin cu tnh hung Thuyt trnh, tho lun trn lp Thc hin ti NCKH Xy dng chin lc theo yu cu ca cc c

quan thc t.

Chia lp thnh cc nhm (5-10 ngi), chn ti nghin cu, chun b v thuyt trnh kt qu nghin cu trc lp.

Chng m uChng 1: Nhng vn c bn v

Chin lc v Qun tr chin lcChng 2: Nghin cu mi trng

bn ngoi.Chng 3: Nghin cu mi trng

bn trong.

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Chng 4: Hoch nh chin lcChng 5: Thc hin chin lcChng 6: Kim tra, nh gi tnh hnh

thc hin chin lcChng 7: Chin lc cnh tranhChng 8: Chin lc kinh doanh ton cu

on Th Hng Vn, Kim Ngc t, Qun trchin lc, 2009/2011/2013.

Fred R. David, Khi lun v Qun tr chin lc(Bn dch t Concepts of strategicmanagement), NXB Thng k, nm 2006.

Fred R. David, Strategic ManagementConcepts and Cases, thirteenth edition,Pearson, 2011.

50% im qu trnh 50% im thi kt mn.

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im qu trnh: 50%QT = (im thuyt trnh + im bi vit theo nhm) : 2 + im thng (7 im thng 0,5 im; 8 im thng 1 im; 9 im thng 1,5 im;

10 im thng 2 im)

Hng 1: vn dng l thuytvo thc t VN

Lp cc nhm (lp chia thnh 10 nhm ln, gm 2-3nhm nh, mi nhm nh 5 sinh vin), tho lun,chn mt cng ty tin hnh nghin cu.

Bc 1:Phn cng cc thnh vin ca nhm i thc t ticng ty m nhm t chn thu thp cc s liuti liu cn thit, hoc thu thp cc s liu th cpt th vin, trn mng, trn c s phn tch vvit bo co gii thiu tng quan v cng ty.

Bc 2:Phn tch mi trng bn ngoi ca cng ty (Bi

tp chng 2).Bc 3:Phn tch mi trng bn trong ca cng ty (Bi

tp chng 3).

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Bc 4:Hoch nh chin lc cho cng ty. Hon thinbi tp ln ca nhm, trong trnh by ton bqu trnh v kt qu hoch nh chin lc chocng ty m nhm nghin cu. Trnh by ktqu nghin cu trc lp (Bi tp chng 4),hon thin bi vit, np cho ging vin tnhim qu trnh cho c nhm.

1. Lch s hnh thnh v pht trin ca cng ty2. Chc nng, nhim v ca cng ty3. B my t chc v nhn s4. C s vt cht, k thut5. Phn tch tnh hnh hot ng kinh doanh ca

cng ty trong 3 nm/t ngy thnh lp n nay6. nh gi hiu qu hot ng ca cng ty7. Phng hng pht trin ca cng ty.

Hng 2: Cp nht kin thc mi tnhng ti liu nc ngoi

2013-2014 tp trung nghin cu, dch v trnh by tc phm:Strategic Management Concepts and Cases, ca Fred R. David, ti bn ln th 13, 2011.

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Part 1Overview of Strategic Management

Chapter 1The Nature of Strategic Management

Part 2Strategy FormulationChapter 2The Business Vision and MissionChapter 3The External Assessment

Chapter 4The Internal AssessmentChapter 5Strategies in ActionChapter 6Strategy Analysis and Choice

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Part 3Strategy ImplementationChapter 7Implementing Strategies: Management and

Operations IssuesChapter 8Implementing Strategies: Marketing, Finance/

Accounting, R&D, and MIS Issues

Part 4Strategy Evaluation

Chapter 9Strategy Review, Evaluation, and Control

Part 5Key Strategic-Management TopicsChapter 10Business Ethics/Social Responsibility/

Environmental SustainabilityChapter 11Global/International Issues

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Part 6Strategic-Management Case Analysis

How to Prepare and Present a Case Analysis (29)

Bi tp nhm:Nghin cu, c, dch, trnh by trn lp chng 10/11/3 tnh hung/1 nhm.

Chn 1 chng trong cunThe Silent Language of Leaders

c, dch, vit thnh bi v trnh by, trao i trn lp.

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Tng trng xanh, gii php tip cn ph hp trong iu kin ton cu ha.Vit Nam l mt trong nhng quc gia d b tn thng nht trn tri t do bin i kh hu. Hn th na, thi gian qua Vit Nam pht trin theo chiu rng, tng trng nng, ch yu da vo vic s dng ti nguyn thin nhin, gy thit hi cho mi trng v gia tng tc ng ca bin i kh hu. c th tip tc pht trin v pht trin bn vng, phi c chin lc v gii php thch hp chuyn sang m hnh pht trin theo chiu su, tng trng xanh. Vy tng trng xanh l g v lm cch no tng trng xanh hiu qu? Cn tip tc bn lun v khi nim Tng trng xanh v ng gp kin lm r thm khi nim ny; c bit, cn tp trung nghin cu kinh nghim tng trng xanh ca mt s quc gia (cc nc thuc EU, Nht Bn v Hn Quc), rt ra nhng bi hc cho Vit Nam; nh gi thc trng tng trng xanh ca Vit Nam trong thi gian qua, trn c s xut nhng gii php ph hp gip tng trng xanh trong iu kin ton cu ha.

Nhng nhn t tc ng n Chui cung ng xanh trong ngnh cao su Vit Nam.

Go C ph Rau qu Thy sn

Nghin cu v TPP (Trans-Pacific Partner Agreement - Hip nh i tc xuyn Thi Bnh Dng) v nhng tc ng ca TPP n nn kinh t Vit Nam (c bit l ngoi thng VN, i su phn tch tc ng n tng ngnh hng).

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Nghin cu v AEC (ASEAN Economic Community Cng ng Kinh t ASEAN) v nhng tc ng ca AEC n nn kinh t Vit Nam (c bit l ngoi thng VN, i su phn tch tc ng n tng ngnh hng).

o c kinh doanh nhng ng dng trong qun tr chin lc ti cc doanh nghip (thng mi, marketing) Vit Nam: thc trng v gii php.

Trch nhim x hi nhng ng dng trong qun tr chin lc ti cc doanh nghip (thng mi, marketing) Vit Nam: thc trng v gii php.

Pht trin bn vng nhng ng dng trong qun tr chin lc ti cc doanh nghip (thng mi, marketing) Vit Nam: thc trng v gii php.

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Chng 1NHNG VN C BN V

CHIN LCV QUN TR CHIN LC

GS.TS. ON TH HNG VN

Ni dung nghin cu: Bn v khi nim chin lc Cc khi nim c lin quan Cc cp chin lc v cc loi chin lc Qun tr chin lc Qu trnh qun tr chin lc ngha ca Qun tr chin lc Qu trnh hnh thnh v pht trin ca l thuyt

Qun tr chin lc.

Ti liu tham khoGS.TS. on Th Hng Vn

Qun tr chin lc, 2013Chng 1, tr.15 - 94

Fred R. David, Strategic Management Concepts and Cases, 2011, chapter 1&2

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- Chin lc l g ?- Tm nhn - S mnh - Chin lc - Thit lp mc tiu theo cch tip cn

INPUT/OUTPUT/OUTCOME?- Qun tr chin lc l g?

Qun tr chin lc

l g?

1. Bn v khi nim chin lcXt v ngun gc t ng, th t Strategy (chinlc) xut pht t ch Strategos trong ting HyLp c ngha l v tng. Ban u c sdng trong qun i ch vi ngha gin n, ch vai tr ch huy, lnh o ca cc tng lnh,sau dn c pht trin, m rng, thut ngchin lc dng ch khoa hc v ngh thutch huy qun i, ch nhng cch hnh ng chin thng qun th.

Bn v khi nim chin lc (tt) Ngy nay, thut ng chin lc c s dng

rt rng ri trong kinh doanh v trong cuc sng. Trong i thng, ngi ta hiu, chin lc l hnh ng chin thng bn thn (chin lc pht trin) v chin thng i th (chin lc cnh tranh) c th tn ti v pht trin trong mt mi trng y bin ng.

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Bn v khi nim chin lc (tt)Chin lc/t duy chin lc gn vi vic tr li ba

cu hi ln, quyt nh vn mnh ca t chc, l:

Where are we now? Where do we want to go? How are we going to get there?

Bnvkhinimchinlc (tt) Theo Alfred Chandler (1962), Chin lc l

vic xc nh mc tiu c bn di hn ca doanh nghip, chn la tin trnh hot ng v phn b cc ngun lc cn thit thc hin cc mc tiu .

Bn v khi nim chin lc (tt) Theo Ansoff H.I. (1965), c th coi chin lc

nh mch kt ni chung gia cc hot ng ca doanh nghip v th trng tiu th sn phm, n bao gm bn b phn: phm vi th trng sn phm, vect tng trng (cc thay i m doanh nghip thc hin ph hp vi phm vi th trng sn phm xc nh), li th cnh tranh v s cng hng.

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Bn v khi nim chin lc (tt) Theo trng phi ca Trng Kinh doanh

Harvard, trong tc phm Chnh sch kinhdoanh: Bi hc v tnh hung (1965) vi phnvit chnh ca Andrews, th chin lc l hthng cc mc tiu, mc ch c tuyn bdi dng xc nh ngnh/lnh vc hot ngkinh doanh m cng ty mun tham gia, quym, v tr m cng ty mun t c v ccchnh sch cn bn, cc k hoch thc hinmc tiu nh.

Bn v khi nim chin lc (tt) Theo James B. Quinn (1980), Chin lc l s

tch hp cc mc tiu chnh yu, cc chnh sch v cc chui hot ng ca doanh nghip thnh mt tng th.

Bn v khi nim chin lc (tt) Theo William Glueck (1980), Chin lc l mt

k hoch thng nht d hiu, tng hp c son tho t c mc tiu, hoc Chin lc l mt k hoch mang tnh thng nht, ton din v phi hp c thit k m bo rng cc mc tiu c bn ca doanh nghip s c thc hin.

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Bn v khi nim chin lc (tt) Theo Fred R. David, chin lc l nhng

phng tin t ti nhng mc tiu di hn.Chin lc kinh doanh c th gm c: pht trintheo lnh th (v a l), chin lc a dng hahot ng, hnh thc s hu, pht trin snphm, thm nhp th trng, gim chi ph, thanhl, lin doanh...

Bn v khi nim chin lc (tt) nh ngha v chin lc ca Michael E. Porter,

theo ng, 1) Chin lc l s sng to ra v th c gi tr v c o bao gm cc hot ng khc bit. 2) Chin lc l s chn la, nh i trong cnh tranh. im ct li l chn nhng g cn thc hin v nhng g khng thc hin; 3) Chin lc l vic to ra s ph hp gia tt c cc hot ng ca cng ty. S thnh cng ca chin lc ph thuc vo vic thc hin tt cc hot ng v s hi nhp, hp nht ca chng.

Bn v khi nim chin lc (tt) Cc tc gi Liam Fahey & Robert M. Randall cho

rng, chin lc chnh l nhng phng tin m cng ty to ra v tn dng s thay i trn th trng nhng phng tin s cung cp gi tr vt tri (so vi cc gi tr m i th cung cp) cho khch hng. (MBA trong tm tay, ch Qun l chin lc, 2009, tr.27).

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Bn v khi nim chin lc (tt) Mario van Hamersveld & Cees de Bont (ECOMAR)

pht biu mt cch ngn gn, chin lc l mt khun kh ton din xc nh tm cao m doanh nghip mong mun t c. (Market Research Handbook, 2007, bn dch ting Vit: Cm nang nghin cu th trng, 2011, tr.24).

Bn v khi nim chin lc (tt) Theo Johnson G. v Scholes K. (1999), Chin lc

l nh hng v phm vi ca mt t chc v dihn, nhm ginh li th cnh tranh cho t chcthng qua vic nh dng cc ngun lc ca ntrong mi trng thay i, p ng nhu cu thtrng v tha mn mong i ca cc bn huquan.

Bn v khi nim chin lc (tt)Chng ti cho rng: Chin lc l tp hp ccmc tiu c bn di hn, c xc nh phhp vi tm nhn, s mng ca t chc vcc cch thc, phng tin t cnhng mc tiu mt cch tt nht, saocho pht huy c nhng im mnh, khcphc c nhng im yu ca t chc, nnhn c cc c hi, n trnh hoc gimthiu thit hi do nhng nguy c t mitrng bn ngoi.

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2. Cc khi nim c lin quan:

Tm nhn S mnh Mc tiu Chnh sch

CHIN LC

Chnh sch

Mc tiu Tm nhn

CHIN LC

Lnh vc

Phng php Phng tin

thnh cng ?

Cn nhng nng lcli v tay ngh g

thnh cng ?

T chc/DN lm nghg, trong lnh vc no?

lc li?

Phn b cc ngunlc nh th no

pht huy ti a nnglc li?

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Tm nhn(Vision)

S mnh(Mission)

ch/Mc tiu(Goal/objective)

o lng thc thi(Performance

indicator)

Tm nhn (Vision) Tm nhn chin lc (vin cnh) th hin cc

mong mun, kht vng cao nht, khi qut nht m t chc mun t c. Cng c th coi tm nhn l bn ng ca t chc/cng ty, trong th hin ch n trong tng lai (5 nm, 10 nm, 20 nm hoc lu hn na) v con ng m t chc s i n c im ch nh.

Tuyn b Tm nhn ca Trng i hc Kinh t TP. H Ch Minh n nm 2020, Trng i hc Kinh t TP. H

Ch Minh s tr thnh mt trung tm o to, nghin cu v t vn v khoa hc kinh t - qun tr kinh doanh c uy tn ngang tm vi cc c s o to i hc trong khu vc chu . Trng cung cp cho ngi hc mi trng gio dc i hc v nghin cu khoa hc tt nht, c tnh chuyn mn cao; m bo cho ngi hc khi tt nghip c nng lc cnh tranh v thch ng nhanh vi nn kinh t ton cu.

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S mnh (Mission) S mnh hay nhim v l mt tuyn b c gi tr lu

di v mc ch, n gip phn bit cng ty ny vi cng ty khc. Nhng tuyn b nh vy cn c gi l nhng trit l kinh doanh, nhng nguyn tc kinh doanh, nhng nim tin ca cng ty.

Bn s mnh tuyn b l do tn ti ca cng ty. Theo Drucker bn tuyn b s mnh kinh doanh tr li cu hi: Cng vic kinh doanh ca chng ta l g?, Chng ta cn lm g/lm nh th no t c tuyn b tm nhn?.

Tuyn b s mnh ca Trng H Kinh t TP. H ch Minh

Trng i hc Kinh t TP. H Ch Minh l nicung cp cho ngi hc cc chng trnh oto cht lng cao v khoa hc kinh t - qun trkinh doanh; ng thi chuyn giao nhng ktqu nghin cu khoa hc vo thc tin, gpphn pht trin ngun nhn lc phc v chocng cuc cng nghip ha, hin i ha tnc trong bi cnh hi nhp kinh t ton cu.

Mc tiu (goal/objective) Nhng mc tiu c th c nh ngha l nhng

thnh qu xc nh m mt t chc tm cch t c khi theo ui nhim v chnh/ s mnh ca mnh. Cng c th hiu, mc tiu l nhng trng thi, nhng ct mc, nhng tiu im c th m cng ty mun t c trong mt khong thi gian nht nh.

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Chnh sch (Policy) Chnh sch l cng c thc hin chin lc,

l phng tin t c cc mc tiu. Cc chnh sch bao gm cc li hng dn, cc quy tc v th tc c thit lp hu thun cho cc n lc t c cc mc tiu ra. Cc chnh sch l nhng ch dn a ra quyt nh v th hin cc tnh hung thng lp li hoc nhng tnh hung c tnh chu k (Fred R. David, Khi lun v Qun tr chin lc, tr.22).

Tm nhn chin lcTm nhn chin lc l bn ng i th hincon ng cng ty i pht trin v tngcng kinh doanh. N v ln mt bc tranh cach n v a ra l do i n .

Qun tr chin lc l hnh ng chin thng

Tm nhn (What)Mun t chc tr thnh t chc nh th no (10, 20

nm)?

S mnh (How)T chc cn lm g/lm

nh th no thc hin tuyn b tm nhn?

Mc tiu chin lcOutput/Outcome cn phi

t c?

Mc tiu hng nmOutput/Outcome cn t

c hng nm?

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Nhng ni dung c bn ca chin lc pht trin kinh t - x hi 2011-2020

H XI ca ng quyt nh chin lc tip tc y mnh CNH, HH v pht trin nhanh, bn vng; pht huy sc mnh ton dn tc, xy dng nc ta tr thnh nc cng nghip, theo nh hng XHCN.

Mc tiu tng qut:1. Phn u n nm 2020 nc ta c bn tr

thnh nc CN theo hng hin i.2. CT - XH n nh, dn ch, k cng, ng

thun.3. i sng vt cht v tinh thn ca ND c

nng ln r rt.

Mc tiu tng qut (tt)4. c lp, ch quyn, thng nht v ton vn

lnh th c gi vng5. V th ca VN trn trng quc t tip tc

c nng ln.6. To tin vng chc pht trin cao hn

trong thi gian sau.

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Mc tiu ch yu v pht trin KT, VH, XH v mi trngV kinh t: Tc tng trng GDP bnh qun 7 8%/nm.

GDP nm 2020 theo gi so snh bng 2,2 ln nm 2010. GDP bnh qun u ngi tnh theo gi thc t t khong 3.000 USD.

Bo m n nh kinh t v m. T trng cc ngnh CN v DV chim khong 85%

GDP. Gi tr SP cng ngh cao v SP ng dng CNC t khong 45% GDP. CN ch to chim khong 40% GDP.

Mc tiu ch yu v pht trin KT, VH, XH v mi trng (tt) Yu t nng sut tng hp ng gp vo tng

trng t khong 35%; Gim tiu hao nng lng tnh trn GDP 2,5 3%/nm. Thc hnh tit kim trong s dng mi ngun lc.

Kt cu h tng tng i ng b, vi mt s cng trnh hin i. T l th ha t trn 45%.

Ba hng t ph chin lc1. Hon thin th ch kinh t th trng nh

hng XHCN, trng tm l to lp mi trng cnh tranh bnh ng v ci cch hnh chnh.

2. Pht trin nhanh ngun nhn lc, nht l ngun nhn lc cht lng cao.

3. Xy dng h thng kt cu h tng ng b.

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3. Cc cp chin lc v cc loi chin lc

Cc cp chin lc Cc loi chin lc

Cc cp chin lc Chin lc cp cng ty (Corporate straregy) Chin lc cp n v kinh doanh (Strategic

Business Unit - SBU) Chin lc cp chc nng (Functional strategy) Chin lc ton cu (Global strategy).

Chin lc cp cng tyChin lc cp cng ty hng ti cc mc tiuc bn di hn trong phm vi ca c cng ty. cp ny, chin lc phi tr li c cu hi:Cc hot ng no c th gip cng ty t ckh nng sinh li cc i, gip cng ty tn ti vpht trin?

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Chin lc cp n v kinh doanhChin lc cp n v kinh doanh (gi tt lchin lc kinh doanh) lin quan n cch thccnh tranh thnh cng trn cc th trng c th.Chin lc kinh doanh bao gm cch thc cnhtranh m t chc la chn, cch thc t chcnh v trn th trng t c li th cnhtranh v cc chin lc nh v khc nhau c ths dng trong bi cnh c th ca mi ngnh.

Chin lc cp chc nngChin lc cp chc nng, hay cn gi l chinlc hot ng, l chin lc ca cc b phnchc nng (Marketing, dch v khch hng, phttrin sn xut, Logistics, ti chnh, nghin cu vpht trin R&D, ngun nhn lc,). Cc chinlc ny gip hon thin, nng cao hiu quhot ng trong phm vi cng ty, do gip ccchin lc kinh doanh, chin lc cp cng tythc hin mt cch hu hiu.

Chin lc ton cu thm nhp v cnh tranh trong mi trng ton cu, cc cng ty c th s dng bn chin lc c bn sau:

Chin lc a quc gia (multidomestic) Chin lc quc t (international) Chin lc ton cu (global) Chin lc xuyn quc gia (transational).

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Xc nh cc thnh phn ca chinlc cng ty n ngnh

N lc xy dng nng lc cnh tranhChi ph thp hn so vi i th?Sn phm khc bit hay tt hn?Kh nng tri hn phc v th trng ngch hay mt nhm khch hng ring bit?

Chin lc R&D, cng ngh, thit kChin lc quan tr ngun cung cp Chin lc sn

xutChin lc marketing, xc tin v phn phi

Chin lc nhn s Chin lc ti chnh

ng thi ch ng, theo k hoch vt i th (thit k sn phmtt hn, cc c tnh mi, chtlng hay dch v tt, nng lcTMT tt hn, dng sn phmrng,v.v..

ng thi p ng v phn ng vi iu kin thay i ca mi trng v m v iu kin ngnh v cnh tranh

Quy m ph rng a l (tm khu vc, quc gia, a quc gia hay ton cu)

i tc hay i tc chin lc vi cc cng ty khc

CHIN LC KINH DOANH

(K hoch hnh ngqun tr chin lc

cho lnh vckinh doanh)

Cc loi chin lc cp cng tyTheo quan im ca Fred R. David, chin lc

cp cng ty gm 14 loi chin lc, c phn thnh 4 nhm:

Nhm chin lc kt hp. Nhm chin lc chuyn su. Nhm chin lc m rng hot ng. Cc chin lc khc.

Nhm chin lc kt hpNhm gm 3 chin lc: Kt hp v pha trc Kt hp v pha sau Kt hp theo chiu ngangCc chin lc thuc nhm ny cho php mt

cng ty c c s kim sot i vi cc nh phn phi, nh cung cp v cc i th cnh tranh.

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Nhm chin lc chuyn suNhm gm 3 chin lc: Thm nhp th trng, Pht trin th trng Pht trin sn phm. c im chung ca nhm chin lc ny l i hi tp trung n lc ci thin v th cnh tranh ca cng ty vi nhng sn phm hin c.

Nhm chin lc m rng hot ngNhm gm 3 chin lc: a dng ha hot ng ng tm, a dng ha hot ng theo chiu ngang a dng ha hot ng kiu kt khi.

Cc chin lc khcNgoi cc chin lc va nu, cc cng ty cng

c th theo ui cc chin lc khc, nh: Lin doanh; Thu hp hot ng; Ct b bt hot ng; Thanh l; Chin lc tng hp.

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Cc loi chin lc cp cng ty1. Chin lc kt hp v pha trc:Kt hp v pha trc (Forward integration) hay

cn gi l kt hp dc thun chiu l chinlc lin quan n vic tng quyn s huhoc s kim sot i vi cc cng ty muahng, nh phn phi, ngi bn l,

Cc loi chin lc (tt)2. Chin lc kt hp v pha sau:Kt hp v pha sau (Backward integration) hay

cn gi l kt hp dc ngc chiu l chinlc lin quan n vic tng quyn s huhoc s kim sot i vi cc nh cung cp.

Cc loi chin lc (tt)3. Chin lc kt hp theo chiu ngang:Kt hp theo chiu ngang (Horizontal

integration) l loi chin lc nhm tngquyn s hu hoc s kim sot ca cng tyi vi cc i th cnh tranh.

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Cc loi chin lc (tt)4. Chin lc thm nhp th trng (Market

Penelration):Chin lc nhm lm tng th phn cho cc

sn phm/dch v hin c ti cc th trnghin hu bng nhng n lc tip th ln hn.

Cc loi chin lc (tt)5. Chin lc pht trin th trng (Market

Development):Pht trin th trng lin quan n vic a nhng

sn phm hoc dch v hin c vo nhng khuvc a l mi.

Cc loi chin lc (tt)6. Chin lc pht trin sn phm (Product

Development):Pht trin sn phm nhm tng doanh thu bng

vic ci tin hoc sa i nhng sn phm hocdch v hin ti.

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Cc loi chin lc (tt)7. a dng ha hot ng ng tm:a dng ha hot ng ng tm (Concentric

Diversilication) l chin lc tng doanh thubng cch thm vo cc sn phm, dch v mic lin quan vi sn phm v dch v hin c cung cp cho khch hng hin ti.

Cc loi chin lc (tt)8. a dng ha hot ng theo chiu ngang:a dng ho theo chiu ngang (Horizontal

Diversilication) l chin lc tng doanh thubng cch thm vo cc sn phm, dch vmi khng c lin quan vi sn phm v dchv hin c cung cp cho khch hng hinti.

Cc loi chin lc (tt)9. a dng ha hot ng kiu kt khi:a dng ha hot ng hn hp/kt khi

(Conglomerate Diversilication) l chin lctng doanh thu bng cch thm vo cc snphm, dch v mi khng c lin quan visn phm v dch v hin c cung cp chokhch hng mi.

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Cc loi chin lc (tt)10. Lin doanh:Lin doanh (Joint Venture) l mt chin lc

ph bin thng c s dng khi hai haynhiu cng ty thnh lp nn mt cng ty thba (c lp vi cc cng ty m) nhm mcch khai thc mt c hi no .

Cc loi chin lc (tt)11. Thu hp bt hot ng:Thu hp bt hot ng (Retrenchment) xy ra

khi mt cng ty t chc li/cng c hot ngthng qua vic ct gim chi ph v ti sn cu vn tnh th doanh s v li nhun angb st gim. Chin lc ny cn c gi lchin lc xem xt hay t chc li, khi victhu hp bt hot ng nhm tp trung cng cth mnh c bit/ngnh (lnh vc) mi nhnca cng ty.

Cc loi chin lc (tt)12. Ct b bt hot ng (Divestiture):Bn i mt b phn/mt chi nhnh/mt phn cng

ty hot ng khng c li hoc i hi qu nhiuvn, hoc khng ph hp vi cc hot ngchung ca cng ty tng vn cho cc hotng khc.

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Cc loi chin lc (tt)13. Thanh l (Liquidation):Thanh l l bn i tt c cc ti sn ca cng ty

tng phn mt vi gi tr thc ca chng.Thanh l l vic lm chp nhn tht bi, v vyv mt tnh cm c th gp kh khn khi phip dng chin lc ny. Tuy nhin, ngnghot ng vn cn tt hn phi tip tc chuthua l nhng khon tin qu ln.

Cc loi chin lc (tt)14. Chin lc hn hp:Trong thc t, c nhiu cng ty khng p dngc lp tng chin lc, m theo ui hai haynhiu chin lc cng lc, la chn ny cgi l chin lc hn hp.

Theo Fred R. David Francis Marion University US (H Harvard. Strategic Management NXB Prentice Hall, tai ban lan 9, nam

2003) co 14 loai chien lc ac thu:Chien lc nh ngha V du

Ket hp ve pha trc

Tang quyen s hu hoac s kiem soat oi vi cac nha phan phoi va ban le

Ket hp ve pha sau

Tm kiem quyen s hu hoac quyen kiem soat cac nha cung cap

Ket hp theo chieu ngang

Tm ra quyen s hu hoac s kiem soat oi vi cac oi thu canh tranh

Tham nhap th trng

Tm kiem th phan tang len cho cac SP hien tai va cac DV trong cac th trng hien co qua nhng no lc tiep th nhieu hn

Phat trien th trng

a cac SP & DV hien thi vao th trng mi

Phat trien Sp Tang doanh so bang viec cai tien hoac sa oi cac SP/DV hien co

a dang hoat ong ong tam

Them vao cac SP/DV mi nhng co lien he vi nhau

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Chien lc nh ngha V du

a dang hoa hoat ong ket khoi

Them vao nhng SP/DV mi khong co s lien thong cung cap cho khach hang mi

a dang hoat ong theo chieu ngang

Them vao nhng SP/DV mi khong co lien he theo khach hang hien co

Lien doanh Hai hay nhieu hn cac cty au hnh thanh mot cty oc lap v nhng muc ch hp tac

Thu hep hoat ong

Cung co lai thong qua cat giam chi ph va TS hien co e cu van doanh thu va li nhuan ang b sut giam

Cat bo bt hoat ong

Ban i mot chi nhanh hay mot phan cty

Thanh ly Ban tat ca TS tng phan, vi gia tr hu hnh

Tong hp Theo uoi hai hay nhieu chien lc cung luc

4. Qun tr chin lcTheo Alfred Chandler, qun tr chin lc l tin trnh

xc nh cc mc tiu c bn di hn ca doanhnghip, la chn cch thc hoc phng hnghnh ng v phn b ti nguyn thit yu thchin cc mc tiu .

Qun tr chin lc (tt) Theo John Pearce v Richard B. Robinson, qun tr

chin lc l mt h thng cc quyt nh v hnhng hnh thnh v thc hin cc k hoch nhmt c cc mc tiu ca doanh nghip.

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Qun tr chin lc (tt)Theo Gary Smith Qun tr chin lc l qu trnh

nghin cu cc mi trng hin ti cng nhtng lai, hoch nh cc mc tiu ca t chc ra, thc hin v kim tra vic thc hin ccquyt nh nhm t mc tiu trong mitrng hin ti cng nh tng lai.

Qun tr chin lc (tt)Theo Fred David Qun tr chin lc c th cnh ngha nh l mt ngh thut v khoa hcthit lp, thc hin v nh gi cc quyt nhlin quan n nhiu chc nng cho php mt tchc, qun tr chin lc tp trung vo vic hpnht vic qun tr tip th, ti chnh, k ton, snxut, nghin cu pht trin v cc h thng thntin, cc lnh vc kinh doanh t c thnhcng ca t chc

Qun tr chin lc (tt)Theo chng ti, Qun tr chin lc l mt khoa

hc, ng thi l mt ngh thut v thit lp,thc hin v nh gi cc chin lc.

Hoc Qun tr chin lc l qu trnh thit lp/ xydng, thc thi v nh gi cc chin lc.

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Qun tr chin lc Hnh ng: Chin lc i hi s qun l cc

hnh ng ny Phm vi: Trong ton b t chc Mc tiu: Tc ng n vic t c cc mc

tiu t chc Thng nht: Chin lc thng nht cc hnh ng

Duy tr lin tc: Trong khong thi gian di Da trn ngun lc: Trong khi tp trung vo

vic s dng v pht trin cc ngun lc

5. Qu trnh qun tr chin lc

Hoch nh chin lc

Thc hinchin lc

nh gichin lc

Nghin cuHp nhtPhn tch Ra quyt nh

Thit lp mc tiuhng nm

Xy dngchnh sch

Phn bngun lc

Xem xt li cc yu t trong/ngoi

o lngthc thi iu chnh

Hot ngGiai on

M hnh qun tr chin lc ton din

Phntch mitrng

bnngoi

Xc nh tm nhn, s mng, mc tiu

chin lc

Phn tchmi

trngbn

trong

Thitlpmctiudihn

nh gi v la

chn cc chin lc

Thc hin cc

chin lc

Thc hin cc chin lc chc

nng

o lng nh gi vic thc hin chin

lc

Hoch nh chin lc Thc hin chin lc nh gi Chin lc

Chin lc kinh doanh ton cu

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Qu trnh qun tr chin lcQu trnh qun tr chin lc gm ba giai on: Giai on hoch nh chin lc Giai on thc hin chin lc Giai on nh gi chin lc.

Giai on hoch nh chin lcGiai on hoch nh chin lc l giai onu tin, t nn tng v ng vai tr ht scquan trng trong ton b qu trnh Qun tr chinlc. Trong giai on ny, cn xc nh tmnhn, s mng cc mc tiu chin lc ca tchc. Trn c s thit lp chin lc, chnhsch kinh doanh, quyt nh ngnh kinh doanh(th trng, mt hng,) mi no nn tham gia,ngnh no nn rt ra, nn m rng hay thu hphot ng kinh doanh,

Giai on thc hin chin lcGiai on thc hin chin lc l giai on bin

chin lc thnh hnh ng t c ccmc tiu nh. Trong qu trnh Qun tr chinlc giai on ny cng rt quan trng, bi mtchin lc d c hoch nh ht sc khoahc cng s tr nn v ngha nu khng cthc hin tt.

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Giai on nh gi chin lcGiai on nh gi chin lc l giai on cui

cng ca qu trnh qun tr chin lc. Tronggiai on ny cn thc hin cc cng vic sau:xem xt li cc yu t l c s cho cc chinlc hin ti, o lng thnh tch v thc hincc hot ng iu chnh.

6. ngha ca qun tr chin lc

Mt quc gia, mt t chc khng c chin lc

Cng ging nh mt con tu khng c bnh li,

Khng bit s i v u

6. ngha ca qun tr chin lc Qun tr chin lc gip t chc thy r mcch v hng i ca mnh, nh vy c th phttrin ng hng v hiu qu.

Qun tr chin chin lc gip t chc lun thch ng, nm bt kp thi cc c hi, bin nguyc thnh c hi, lt ngc tnh th, chin thngi th cnh tranh, pht trin bn vng v hiuqu.

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6. ngha ca qun tr chin lc Qun tr chin lc gip mi thnh vin thy r c

tm nhn, s mng, cc mc tiu ca t chc, t gip thu ht mi ngi (qun tr vin cc cp vnhn vin) vo qu trnh qun tr chin lc, gipthng nht hnh ng, tp trung sc mnh ca tchc thc hin mc tiu chung.

6. ngha ca qun tr chin lc Qun tr chin lc gip t chc gn cc k

hoch thc hin mc tiu ngn hn vi chinlc di hn thc hin mc tiu tng th, bncnh cn gip xc nh c nhng hngpht trin cn u tin, tp trung ngun lcpht trin t chc mt cch hiu qu, chinthng i th cnh tranh, ginh v tr xng ngtrn thng trng.

7. Qu trnh hnh thnh v pht trin ca l thuyt QTCL

Qu trnh hnh thnh ca l thuyt QTCL Qu trnh pht trin ca l thuyt QTCL

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Qu trnh hnh thnh

Bn nh nghin cu tin phong l PeterFerdinand Drucker, Philip Selznick Jr, AlfredDuPont Chandler Jr v Igor Ansoff.

Peter Ferdinand Drucker (1909-2005),

Gio s ti New York University (1950-1971), t1971 n 2002 ng lm vic ti i hcClaremont Graduate, t 1987 trng i tnthnh i hc Qun tr Peter F.Drucker. ngng thi l c vn cho nhiu v lnh o cacc tp on ni ting trn th gii: GeneralMotor (GM), General Electric (GE), Coca-Cola,IBM, Intel, P&G trong c ch tch danh dca Toyota Motor Corp.

Peter Ferdinand Drucker (1909-2005),

Hai ng gp quan trng nht ca ng l l thuyt qun tr theo mc tiu v khi nim lao ng tr thc. Theo ng, cng vic nn c tin hnh theo nhm khng c c cu cp bc, tp hp nhng ngi gii chuyn mn nht v lnh o ch l tm thi. Tc phm ni ting ca ng l Concept of the Corporation tng ca tp on (1945).

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Philip Selznick Jr,

Gio s ti University of California, vi tc phmFoundations of the Theory of Organizations(1948), xut tng kt hp gia cc yut bn trong doanh nghip v cc yu t mitrng bn ngoi trong phn tch qun tr. tng sau ny c Learned v Andrews tiHarvard Business School pht trin thnhphng php phn tch SWOT.

Alfred DuPont Chandler Jr,

Gio s ti Harvard Business School, vi tcphm Strategy and Structure: Chapter in theHistory of the Industrial Enterprise (1962), chra s cn thit ca chin lc di hn trongvic phi hp cc chc nng qun tr khc nhautrong doanh nghip. ng cho rng: cu trc phitheo sau chin lc v chin lc pht trin squyt nh cu trc t chc ca doanh nghip.

Igor Ansoff,

Gio s ti Carnegie Mellon University, da trnnghin cu ca Alfred DuPont Chandler Jr, phttrin mng li chin lc, bao gm: cc chin lcthm nhp th trng, pht trin sn phm, phttrin th trng, hi nhp dc, hi nhp ngang v adng ha. Trong tc phm kinh in CorporateStrategy (1965), ng pht trin phng phpphn tch khong cch.

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Qu trnh pht trinCc xu hng pht trin ca l thuyt qun tr

chin lc Danh mc u t nh hng tip th Thch thc t Nht Bn Li th cnh tranh.

Qu trnh pht trinCc giai on pht trin: Giai on trc 1965; Giai on t 1965 n 1990; Giai on t 1990 n nay.

Giai on trc 1965 Trong giai on ny, xut hin nhng tc gi v tc

phm khc nhng du mc quan trng trn chngng pht trin ca l thuyt qun tr chin lc, l Chandler A. vi tc phm Strategy and Structure(1962), Ansoff H.I. vi tc phm Corporate Strategy(1965) v Gio trnh ca Trng Kinh doanh HarvardChnh sch kinh doanh: bi hc v tnh hung. Ccl thuyt giai on trc 1965 tp trung vo xy dngchin lc cp cng ty.

Quan tm n hoch nh chin lc. Phng php nghin cu tnh hung in hnh

nghin cu nh tnh.

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Giai on t 1965 n 1990 S pht trin ca Kinh t hc, c bit l nhnh kinh t

hc t chc ngnh, v phng php nghin cu nhlng m ra mt giai on pht trin mi ca lthuyt Qun tr chin lc. c im ni bt nht cacc l thuyt giai on ny l cch suy din t ccnghin cu mu ln v tp trung vo mi trng bnngoi, cp chin lc c tp trung nghin cu lchin lc cp kinh doanh chin lc cnh tranh chin lc hng v t chc ngnh. i din ni btnht ca giai on ny l Michael Porter vi hai cngtrnh ni ting ton th gii ca ng.

Giai on t 1990 n nay Lch s l lun qun tr chin lc li lt sang

mt trang mi, nh du bng s quay tr lica vic tp trung vo chin lc cp cng ty,nhng mc cao hn so vi giai on u. Nutrong giai on u, ch dng mc hochnh chin lc v chnh sch kinh doanh, thtrong giai on ny thc s l Qun tr chinlc. c im ca giai on ny l: Phngphp nghin cu - kt hp cht ch gia nhlng v nh tnh.

Bi tp chng 1(Xem tr. 72 94)

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Cu hi n tp1. Chin lc l g? Trnh by hiu bit ca

anh/ch v vn ny v cc khi nim clin quan.

2. Cc cp chin lc? Chin lc cp cngty? Chin lc cp n v kinh doanh? Chinlc cp chc nng? Chin lc ton cu?

3. Cc loi chin lc? Trnh by hiu bit caanh/ch v 14 loi chin lc c bn cpcng ty theo quan im ca Fred R. David,cho v d c th cho tng loi chin lc.

Cu hi n tp4. Qun tr chin lc l g?5. Qu trnh qun tr chin lc? Trnh by su

hn v tng giai on: Hoch nh chin lc, thc hin chin lc v nh gi chin lc.

6. ngha ca Qun tr chin lc? c bit, trong giai on hu khng hong Vit Nam qun tr chin lc c vai tr quan trng nh th no?

Cu hi n tp7. Trnh by nhng nt c bn v cc l thuyt

qun tr chin lc giai on trc 1965. 8. Trnh by nhng nt c bn v cc l thuyt

qun tr chin lc giai on t 1965 n 1990.

9. Trnh by nhng nt c bn v cc l thuyt qun tr chin lc giai on t 1990 n nay.

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Bi tp tho lun nhmLp cc nhm t 5 n 10 sinh vin, tho lun,

chn mt cng ty tin hnh nghin cu.Bc 1:Phn cng cc thnh vin ca nhm i thc t ti

cng ty m nhm chn thu thp cc s liuti liu cn thit, hoc thu thp cc s liu thcp t th vin, trn mng, trn c s phntch v vit bo co gii thiu tng quan v cngty.

Bi tp tho lun nhmBc 2:Phn tch mi trng bn ngoi ca cng ty (Bi

tp chng 2).Bc 3:Phn tch mi trng bn trong ca cng ty (Bi

tp chng 3).

Bi tp tho lun nhmBc 4:

Hoch nh chin lc cho cng ty. Hon thin bitp ln ca nhm, trong trnh by ton b qutrnh v kt qu hoch nh chin lc cho cng tym nhm nghin cu. Trnh by kt qu nghincu trc lp (Bi tp chng 4), hon thin bivit, np cho ging vin tnh im qu trnh choc nhm.

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Gii thiu v cng ty1. Lchshnhthnhvphttrincacngty2. Chcnng,nhimvcacngty3. Bmytchcvnhns4. Csvtcht,kthut5. Phntchtnhhnhhotngkinhdoanhca

cngtytrong3nm/tngythnhlpnnay6. nhgihiuquhotngcacngty7. Phnghngphttrincacngty.


CHNG 2NGHIN CU

MI TRNG BN NGOI

GS.TS. ON TH HNG VN

Ni dung nghin cu: Mi trng bn ngoi v cc khi nim c

lin quan ngha v mc ch ca vic nghin cu

mi trng bn ngoi Ni dung nghin cu mi trng bn ngoi Cc cng c, phng php nghin cu

mi trng bn ngoi.


Qun tr chin lc, 2013Chng 2, tr.95 172

Fred R. David, Strategic Management Concepts and Cases, 2011, Chapter 3.



Phntch mitrng

bnngoi


chin lc

Phn tchmi

trngbn

trong

Thit lp mc tiu di hn

nh gi v la

chn cc chin lc

Thc hin cc

chin lc


nng


lc



T t duy chin lc v tnh hnh cng ty n la chn chin lc

T duy chinlc v mitrng bn

ngoi ca cngty

T duy chinlc v mitrng bn

trong ca cngty

Xy dngtm nhn

chinlc cng

ty cnhng ti

u

Xc nhla chn

chinlc yha hncho cng

ty

La chn chin

lc v m hnh

kinh doanh tt

nht

1. Khi nimMi trng bn ngoi (externalenvironment) gm nhng yu t, nhnglc lng, nhng th ch, xy ra bnngoi, doanh nghip khng kim sotc, nhng nh hng n hot ngv hiu qu hot ng ca doanh nghip.Mi trng bn ngoi c chia thnh hailoi:

- Mi trng v m (macro environment),- Mi trng vi m (micro environment) .


Khi nim (tt)Mi trng v m (macro environment) l

mi trng bao trm ln hot ng ca ttc cc doanh nghip, c nh hng trctip hay gin tip n hot ng ca tt ccc doanh nghip. Mi trng ny cxc lp bi cc yu t v m, nh: cciu kin kinh t, chnh tr - php lut, vnha x hi, t nhin, nhn khu hc, kthut cng ngh.

Khi nim (tt) Mi trng vi m (micro environment) l

mi trng gn trc tip vi tng doanh nghip v phn ln cc hot ng v cnh tranh ca doanh nghip xy ra trc tip trong mi trng ny.

Khi nim (tt)Cc yu t ca mi trng vi m cn phn tch: (M hnh 5 tc lc cnh tranh ca M.Porter)

Ngi cung cp Ngi mua i th cnh tranh hin hu Cc i th tim n/ngi mi nhp

ngnh Sn phm thay th.


Khi nim (tt)C hi l nhng yu t ca mi trngbn ngoi c th em n nhng thunli, nhng li ch, to cho doanh nghipkh nng pht trin trong tng lai. Cnnguy c hay e da l nhng yu t cami trng bn ngoi c th gy ra nhngthit hi, kh khn, tr ngi cho s phttrin ca doanh nghip trong tng lai.

Thnh phn mi trng bn ngoi ca cng ty

Nh cung cp Sn phm thay th

Ngi mua

Cty mi xm nhp

i th canh tranhCng ty

2. ngha ca vic nghin cu mi trng bn ngoi

Nghin cu cc yu t bn ngoi tp trungvo vic nhn din v nh gi cc xuhng cng s kin vt qua kh nngkim sot ca cng ty/t chc. => Phthin c nhng c hi v nguy c =>Son tho ra nhng chin lc nhm tndng c nhng c hi v trnh/lmgim i nh hng ca cc mi e da.

(Khi lun v QTCL, tr. 125)


2. ngha Nhn din v nh gi c cc c hi v

nguy c t mi trng bn ngoi chophp doanh nghip xc nh c chnhxc, r rng s mnh/ nhim v ca mnh,xy dng chin lc t c cc mctiu di hn v cc chnh sch nhm tc cc mc tiu hng nm.

3. Mc ch ca vic nghin cu cc yu t bn ngoi:

Mc ch ca vic kim sot cc yu t bnngoi l pht hin mt danh mc c gii hnnhng c hi mi trng c th mang li li chcho cng ty/ t chc v cc mi e da ca mitrng m cng ty nn trnh.Thut ng c gii hn cho thy vic kim sotcc yu t bn ngoi khng nhm vo vic lpra mt danh mc ton din mi yu t c thnh hng n doanh nghip, m ch tp trungnhn din cc bin s quan trng.

3. Ni dung nghin cu mi trng bn ngoi Mi trng v m

Cc yu t kinh t Cc yu t chnh tr-php lut-chnh ph Cc yu t x hi Cc yu t cng ngh,

Mi trng ngnh Cc i th cnh tranh Khch hng Nh cung ng vt liu Cc i th tim n Hng thay th


nh hng ca- kinh t- x hi, nhn khu, vn ha, a l

- chnh tr,lut php v chnh ph

- cng ngh- cnh tranh

Cc i th cnh tranhNgi cung cpNh phn phiCh nKhch hngNhn vinCng ngNh qun l C ngLin on lao ngChnh phCc t chc mu dchCc nhm c bit c quyn li

Sn phmDch vTh trng

Cc C HI v NGUY C ca

T chc

Mi quan h gia cc nh hng ch yu ca mi trng i vi t chc

Cng ngh

Vn ha-X hi

Chnh trPhp lutChnh ph

Kinh tTnh phc

tp ca mi trng

Phm vi Kho st

mi trng

Moi truongben trong

Tn sut kho st

mi trng

Tnh bin ng ca

mi trng

1. Nhn din cc c hi (Opportunity)2. D bo nguy c, e da (Threat)

Nhm: Nhn din cc c hi v nguy c Ra quyt nh, la chn chin lc

ph hp

Phn tch mi trng bn ngoi :


Mi trng kinh t (Economic environment)Mi trng kinh t ch bn cht, mc tng trng v nh hng pht trin cann kinh t, trong doanh nghip hotng. Phn tch mi trng kinh t c ngha rt quan trng, bi n bao gmnhng yu t nh hng n sc mua vkt cu tiu dng. M chin lc ca midoanh nghip u lin quan n u ra,n th trng.

Cc yu t kinh t(tt)Th trng cn n sc mua ln con ngi. V

vy, cc yu t kinh t c nh hng trc tip n chin lc ca cc doanh nghip, c bit quan trng l cc yu t sau:

Tc tng trng kinh t, Li sut, T gi hi oi T l lm pht.

+ Tc tng trng kinh t,Tc tng trng kinh t biu hin quaxu hng ca tng sn phm quc ni(GDP) v tng sn phm quc dn (GNP):s liu v tc tng trng ca GDP vGNP hng nm s cho bit tc tngtrng ca nn kinh t v tc tng cathu nhp bnh qun u ngi. T , chophp d on dung lng th trng catng ngnh v th phn ca doanh nghip.


Tc tng GDP ca Vit Nam 1986 2,8% 1987 3,6% 1988 6,01% 1989 4,68% 1990 5,09% 1991 5,81% 1992 8,7% 1993 8,08% 1994 8,83% 1995 9,54% 1996 9,34% 1997 8,15 % 1998 5,76% 1999 4,77% 2000 6,8% 2001 6,9%

Tc tng GDP ca Vit Nam (tip) 2002 7,08% 2010 6,78% (6,42) 2003 7,34% 2011 5,89% (6,24) 2004 7,79% 2012 5,03% (5,25) 2005 8,44% (7,55) 2013 c 5,42 2006 8,23% (6,98) 2007 8,46% (7,13) 2008 6,31% (5,66) 2009 5,32% (5,4) (Ngun: Tng cc Thng k)

GDP bnh qun u ngi 1988 86 USD/ngi 1990 118 USD/ngi 1995 288 USD/ngi 2000 402 USD/ngi 2001 413 USD/ngi 2002 440 USD/ngi 2003 492 USD/ngi 2004 553 USD/ngi


GDP bnh qun u ngi (tip) 2005 639 USD/ngi (700 USD) 2006 723 USD/ngi (796 USD) 2007 834 USD/ngi (917 USD) 2008 1034 USD/ngi (1145 USD) 2009 1056 USD/ngi (1160 USD) 2010 1168 USD/ngi (1273 USD) 2011 1376 USD/ngi (1517 USD) 2012 1580 USD/ngi (1749 USD) 2013 c 1899 USD/ngi(Ngun: Kinh t 2010-2011, 2013 2014, Vit Nam

v Th gii,)

+ Li sut v xu hng ca li sut trong nn kinh t:

nhng yu t ny c nh hng ti xu thtit kim, tiu dng v u t, v do nh hng ti hot ng ca cc doanhnghip. Li sut nh hng trc tip vrt ln n mc li nhun ca cc doanhnghip.

+ Xu hng ca t gi hi oi:S thay i t gi hi oi c th nh hng

trc tip ti cc hot ng xut nhp khuv nh hng ti hot ng ca c nnkinh t. i vi cc doanh nghip, n cth lm thay i nhng iu kin kinhdoanh, c bit trong iu kin hi nhpth nhng nh hng ny li cng ln.


+ Mc lm pht:lm pht cao hay thp c nh hng n tc u t vo nn kinh t. Khi lm pht qucao s khng khuyn khch tit kim v tora nhng ri ro ln cho s u t ca ccdoanh nghip, sc mua ca x hi cng bgim st v nn kinh t b nh tr. Tri li,thiu pht cng lm cho nn kinh t b nhtr. Vic duy tr mt t l lm pht va phic tc dng khuyn khch u t vo nnkinh t, kch thch th trng tng trng.

Mi trng kinh t Ngoi 4 yu t c bn nu trn, khi phn

tch mi trng kinh t Vit Nam ngita cn ch phn tch mt s yu t khc,nh: hot ng xut nhp khu, thu htvn u t nc ngoi, h thng thu vmc thu, cc bin ng ca th trngchng khon

Kim ngch XK (vt: triu USD) 1993: 2.985,2 chim 22,6% GDP 2000: 14.482,7 chim 46,4% GDP 2001: 15.029,2 chim 46% GDP 2002: 16.706,1 chim 47,6% GDP 2003: 20.149,3 chim 50,9% GDP 2004: 26.485,0 chim 58,0% GDP 2005: 32.447,0 chim 59,3% GDP 2006: 39.826,2 chim 60,1% GDP


Kim ngch XK (vt: triu USD) 2007: 48.561,4 chim 62,7% GDP 2008: 62.685,1 chim 64,3% GDP 2009: 57.096.3 chim 57,2% GDP 2010: 71.629,0 chim 64,7 % GDP 2011: 96. 905,7 chim 72,8 % GDP 2012: 114.529,2 chim 73,7% GDP 2013: c 132.134,9 chim 77,6% GDP(Ngun: Tng cc Thng k)

Mi trngChnh tr-Php lut Doanh nghip/t chc l t bo ca nn

kinh t. Mi quyt nh ca doanh nghipu chu nh hng mnh m bi cc yut ca mi trng chnh tr.

Mi trng chnh tr (Political environment)bao gm nh nc, php lut v cc hotng iu hnh ca nh nc (chnh tr).

Mi trngChnh tr - Php lut (tt) Nh nc l b my c bit tch ra khi x hi thc

hin quyn lc mang tnh giai cp. Nh nc l mt t chc c bit ca quyn lc chnh

tr trong x hi c giai cp, thc hin chuyn chnh giaicp v cc chc nng qun l c bit nhm bo v lich ca giai cp thng tr trong x hi, duy tr trt t xhi v phc v nhng nhu cu thit yu ca i sngcng ng.

thc hin nhng chc nng ca mnh Nh nc banhnh php lut v qun l x hi bng php lut. Vi tcch l ngi thc thi quyn lc cng cng duy tr trtt x hi, nh nc l t chc duy nht c quyn banhnh php lut v p dng php lut qun l x hi.Php lut do nh nc ban hnh nn n c tnh cht btbuc chung: mi thnh vin trong x hi u phi tntrng php lut.


Mi trngChnh tr - Php lut (tt) Php lut l h thng cc quy tc x s chung

(quy phm php lut) do nh nc ban hnhhoc tha nhn, th hin ch ca giai cpthng tr, c nh nc bo m thc hin, kc bng bin php cng ch, iu chnhcc quan h x hi, duy tr x hi trong mt trtt c li cho giai cp thng tr.

H thng vn bn php lut gm: Hin php;Lut/b lut v cc vn bn php lut do Quchi/Ngh vin ban hnh; Sc lnh v cc vnbn php lut ca cc c quan hnh php.

Mi trngChnh tr - Php lut (tt) Chnh tr l nhng cng vic ca nh nc, l

phm vi hot ng gn vi nhng quan h giaicp, dn tc v cc nhm x hi khc nhau mht nhn ca n l ginh, gi v s dng quynlc nh nc.

Hoc Chnh tr l nhng vn v iu hnh bmy nh nc hoc nhng hot ng ca giaicp, chnh ng nhm gianh hoc duy tr quyniu hnh nh nc, nhng hiu bit v mcch, ng li v nhim v u tranh ca ccchnh ng cng nh ng o qun chng.

Mi trngChnh tr - Php lut (tt)

Cc yu t ca mi trng chnh tr cn quan tm phn tch l:

Mc tiu ca th ch chnh tr Mc n nh chnh tr Uy tn/Kh nng kim sot ca chnh ph Cc iu c quc t H thng Lut v vn bn php lut chi phi

trc tip hot ng kinh doanh ca t chc (thu, bo v mi trng)

Hot ng ca cc c quan nh nc Cc quy tc o c x hi v o c ngh

nghip,


Mi trng vn ha- x hiTheo nh ngha ca UNESCO th Vn ha bao

gm tt c nhng g lm cho dn tc ny khcvi dn tc khc, t nhng sn phm tinh vi hini nht cho n tn ngng, phong tc, tpqun, li sng v lao ng.

Vn ha l tng th phc hp nhng gi tr vtcht v tinh thn do con ngi kin to nn, baogm cc yu t: Ngn ng, tn gio, gi tr vthi , cch c x v phong tc, cc yu t vtcht, thm m v gio dc.

Mi trng vn ha- x hi (tt) Mi trng vn ha (cultural environment) bao

gm tt c cc yu t vn ho, cc nh ch vcc lc lng tc ng n nhng gi tr cbn, nhn thc, th hiu cng cch x s ca xhi.

Cng vi qu trnh hi nhp cc yu t vn hangy cng c nh hng su sc n hot ngca cc t chc/doanh nghip. V vy, nghincu cc yu t vn ha x hi l ni dungkhng th thiu trong nghin cu mi trng vm.

Mi trng vn ha- x hi (tt)Cc bin s cn c bit quan tm khi nghin cu mi

trng vn ho x hi: Cc yu t vn ha, trong c bit ch : H thng cc

gi tr (chun mc, o c, quan nim); Quan im vcht lng cuc sng, o c, li sng, thm m, nghnghip; Phong tc, tp qun, truyn thng;

Trnh nhn thc, hc vn chung trong x hi Lao ng n trong lc lng lao ng Khuynh hng tiu dng. Khi nghin cu mi trng vn ha x hi trong qun tr

chin lc, nht l chin lc marketing, ngi ta cbit quan tm n mi trng dn s.


Mi trng dn s (demographics environment)bao gm nhng yu t: Quy m dn s, mt dn s,

tui tc, gii tnh, chng tc, trnh hc vn, nghnghip,

Nhng bin s cn nghin cu: Tng s dn, s ngi trong tui lao ng T l tng dn s Cc bin i v c cu dn s (tui tc, gii tnh, dn

tc, ngh nghip, thu nhp,) Tui th, c cu tui tc Hn nhn, c cu gia nh Trnh vn ha Di chuyn dn c gia cc vng,

Mi trng cng nghMi trng cng ngh (technological environment)

nhng lc lng to nn cc cng ngh mi,to nn sn phm mi v cc c may th trng.Nhng yu t cn quan tm nghin cu:

S ra i ca nhng cng ngh mi Tc pht minh v ng dng cng ngh mi Nhng khuyn khch v ti tr ca chnh ph

cho hot ng nghin cu v pht trin (R&D) Lut s hu tr tu, bo v bn quyn, tc quyn Lut chuyn giao cng ngh p lc v chi ph cho vic pht trin cng ngh

mi,

Mi trng t nhinMi trng t nhin (natural environment) bao gm nhng

ngun ti nguyn thin nhin m bo cc yu t uvo cn thit v mi trng hot ng cho cc doanhnghip/t chc. Nhng yu t cn nghin cu:

V tr a l, iu kin t nhin, kh hu Cc loi ti nguyn, khong sn v tr lng Ngun nng lng Tnh hnh khai thc v s dng cc ngun ti nguyn

thin nhin Vn mi trng v nhim mi trng; S quan tm

ca chnh ph v cng ng n mi trng,


1. Cc i th cnh tranh2. Khch hng

3. Cc nh cung ng4. Cc i th tim n5. Sn phm thay th

4.2. Phn tch mi trng vi mTc ng ca mi trng vi m i vi

doanh nghip: Cc yu t ca mi trng vi m nm bn

ngoi doanh nghip c th to ra cc chi v nguy c cho doanh nghip.

Cc yu t ca mi trng vi m nhhng trc tip ln doanh nghip, quytnh mc v tnh cht cnh tranh cangnh kinh doanh .

Sn phm thay th

Khch hng Nh cung cp

i th mi tim n

Mc cnh tranh gia Cc i th

trong ngnh

5 lc lng to ra cnh tranh

M hnh ca Porter


M hnh 5 tc lc cnh tranh ca M.PorterCng ty ngnh khc a ra cc sn phm thay th

Nhng nh cung cp nguyn vt liu, ph tng, hoc cc ngun lc u vo khc

Cc i th cnh tranh trong ngnh

S cnh tranh gia cc cng ty trong ngnh

Cc cng ty mi d nh xm

nhp th trng

Ngi mua

p lc cnh tranh bt ngun t th lc m phn ca ngi mua v s hp tc ngi mua ngi bn

p lc cnh tranh bt ngun t th lc m phn ca ngi bn v s hp tc ca ngi cung cp-ngi bn p lc cnh tranh n t nguy c xm

nhp ca i th mi

p lc cnh tranh n t n lc ca cc cng ty bn ngoi ngnh mun ly khch hng cho sn

phm ca h

i th cnh tranh (Competitor)i th cnh tranh l nhng doanh nghip

kinh doanh nhng mt hng cng loi vicng ty. i th cnh tranh chia x thphn vi cng ty, c th vn ln nu cv th cnh tranh cao hn. Tnh cht cnhtranh trong ngnh tng hay gim ty thucvo quy m th trng, s tng trng cangnh v mc u t ca i th cnhtranh.

Phn loi i th cnh tranh(tt) i th cnh tranh v c mun (Desire

compentitor): l s cnh tranh t tt c ccdoanh nghip cc ngnh ngh khc nhau vcc c mun tc thi m ngi tiu dngmun tha mn. Chng hn h c th hngc mun ca mt ngi c thu nhp nhngcha quyt nh mua ci g vo vic mua snphm ca h thay v mua sn phm khc.

V d: Khch hng c thu nhp v mong mun cithin cuc sng. => Nhng mong mun cnhtranh: - Mua phng tin i li

- Mua mt ni tin nghi hn.


Phn loi i th cnh tranh(tt) i th cnh tranh v loi sn phm (Generic

competitors): l s cnh tranh v cc loi sn phmc th tho mn c mt c mun c th no .

V d: Khch hng mun ci thin kh nng i li =>Nhng loi hng cnh tranh: xe t, xe gn my, xe p.

i th cnh tranh v hnh thi/chng loi, quy cchsn phm (Product form competitors): l s cnhtranh ca cc hng sn xut nhng chng loi, quy cchsn phm khc nhau.

V d: Khch hng mun mua xe gn my => Nhng mthng cnh tranh: cc loi xe 50 cc, 110 cc, 250 cc.

Phn loi i th cnh tranh (tt) i th cnh tranh v nhn hiu sn

phm (Brand competitors): l s cnhtranh t nhng doanh nghip sn xut snphm cng loi vi nhn hiu khc nhau.

V d: Khch hng mun mua xe gn mynhn hiu no? => Nhng nhn hiu cnhtranh: Honda, Suzuki, Yamaha

Phn tch i th cnh tranh

Nhn din, phn loi, nh gi, lit k i thcnh tranh theo khu vc th trng

Thu thp v nh gi thng tin v i thcnh tranh

D on nhng phn ng ca i th cnhtranh

La chn chin thut tng thch: tn cng,hay n trnh, hay hp tc


Phn tch i th cnh tranh

Muc d

ich tu

ong l

ai

Nhan dinh anh huong

doi voi nganh

Chien luoc hien tai

Cac t

iem na

ng

Doi thu canhtranh

iu g i th cnh tranh mun t ti

iu g i th cnh tranh ang lm v c th lm c

nh hng ca h i vi ngnh Mt mnh v yu

Ni dung phn tch i th cnh tranh

Chin lc hin ti:Tm hiu chin lc ca i th cnh tranh.

Xem i th cnh tranh ang cnh tranhnh th no? Cc chin lc ca i thcnh tranh trong tng lnh vc hot ng(chin lc kinh doanh) v cc chin lccp chc nng, mi lin h gia cc chinlc ?

Ni dung phn tch i th cnh tranh(tt)Phn tch cc tim nng:Cn phn tch tim nng ca i th cnh tranh

nhn din nhng im mnh, im yu ca htrong cc lnh vc sau:

Cc loi sn phm H thng phn phi/i l Marketing v bn hng Sn xut v cc tc nghip Nghin cu v thit k cng ngh


Ni dung phn tch i th cnh tranh(tt)

Gi thnh Tim lc ti chnh Ngun nhn lc B my t chc, vn ha t chc Nng lc qun l Quan h x hi Danh mc u t ca i th,

Ni dung phn tch i th cnh tranh(tt)Nhn nh nh hng i vi ngnh: Xem xt nhn nh

ca i th cnh tranh v chnh h v cc cng ty khctrong ngnh. tm hiu nhn nh ca i th cn xemxt nhng vn sau:

i th cnh tranh nhn nh nh th no v u, nhcim v v th ca h v cc vn : chi ph, cht lngsn phm, mc hin i ca cng ngh, Cc nhnnh c chnh xc khng?

Nhng khc bit v vn ha (dn tc, tn gio, phongtc, tp qun, gi tr, thi ,), nh hng ca nhngkhc bit n thi ca i th cnh tranh v nhnthc ca h i vi cc s kin.

Ni dung phn tch i th cnh tranh(tt) Nghin cu cc kha cnh lch s, danh ting

ca i th cnh tranh v nh hng ca chngln nhng chin lc, chnh sch ca h.

Nhn nh ca i th cnh tranh v cc doanhnghip khc trong ngnh. chnh xc canhng nhn nh ny?

Cc gi tr chun mc c th ch ha, ccquy tc x hi, nhng quy tc m ngi lnho ca i th cnh tranh la chn, tn thnhc nh hng n quan im ca h khng?



i th cnh tranh nhn nh nh th nov nhu cu ca x hi/ngi tiu dng ivi sn phm ca h hoc cc xu hngpht trin khc ca ngnh trong tng lai?

i th cnh tranh da vo trc gic, kinhnghim hay phn tch l chnh xydng chin lc? Ti y c bc l imyu no khng? (Xem tr.11,12, Khi lun QTCL)

Ni dung phn tch i th cnh tranh (tt)Mc tiu tng lai: Phn tch mc tiu ca i

th cnh tranh nhm gip cng ty d on: i th cnh tranh c bng lng vi kt qu ti

chnh v v tr hin ti khng? Kh nng i th cnh tranh c th thay i

chin lc nh th no? Kh nng phn ng ca i th cnh tranh

trc nhng thay i ca mi trng bn ngoi Tnh cht quan trng ca cc sng kin m i

th cnh tranh a ra.

Ni dung phn tch i th cnh tranh(tt)Cc thng tin cn iu tra bit c

mc tiu tng lai ca i th cnhtranh:

Cc mc tiu v ti chnh Phn ng i vi cc ri ro Cc h thng, c bit l h thng k ton Quan im/ gi tr v thi v mt t

chc; Vn ha t chc C cu t chc



Cc thng tin Cc h thng kim sot v khuyn khch

(khen thng, k lut) CEO v cc nh qun tr cp cao Cc thnh vin hi ng qun S nht tr ca ban lnh o,

Ni dung phn tch i th cnh tranh(tt)Phn tch cc i th cnh tranh ch yu l

nhm tm li p cho cc cu hi sau: Nhng im mnh, im yu ca cc i th

cnh tranh ch yu l g? Nhng mc tiu v chin lc ca cc i th

cnh tranh ch yu l g? Ti sao cc i th cnh tranh ch yu li phnng hiu qu vi cc xu hng kinh t, x hi,vn ha, nhn khu, a l, chnh tr, chnh phv cng ngh c v th cnh tranh hin nay.

Ni dung phn tch i th cnh tranh(tt) Cc sn phm, dch v ca doanh nghip c v

tr nh th no khi so snh vi cc i th cnhtranh.

Cc i th cnh tranh ch yu c th gy ranhng nguy c nh th no cho chin lc cadoanh nghip.

Xp hng doanh s v li nhun gia cc ith cnh tranh ch yu, cc yu t no quytnh n v tr cnh tranh ca cc doanh nghiptrong ngnh.


Cnh tranh hay lin kt?Nguyn tc 1 Cnh tranh:

Mang n cho th trng GTGT cao hn

Lin kt:Cng nhau mang n cho th trng GTGT cao hn ring l

Nguyn tc 2 Cnh tranh:Chng minh cho th trng tnh c th ca nng lc li v tay ngh ca DN

Lin kt:Cng nhau to iu kin ti u nht, cng c s c th ca nng lc li v tay ngh ca tng DN

Nguyn tc 3 Cnh tranh:Vi chnh mnh vt ln chnh mnh

Lin kt:L s la chn ch khng phi bt buc

Khch hng (Customers)Khch hng l i tng phc v ca doanh

nghip v l nhn t to nn th trng. Do ,doanh nghip cn nghin cu k khch hngca mnh.

Cc loi khch hng: Ngi tiu dng: nhng c nhn, h gia nh

mua sn phm phc v cho mc ch cnhn v gia nh.

Nh sn xut: cc t chc mua sn phm phc v cho hot ng sn xut v cc hotng khc ca h

Khch hng (Customers) (tt) Trung gian phn phi: cc t chc hay c

nhn mua sn phm vi mc ch bn li kim li.

Cc c quan chnh ph v cc doanh nghipphi li nhun: nhng t chc mua sn phm s dng trong c quan cng quyn hocchuyn giao cho nhng ngi cn n n vimc ch x hi.

Khch hng quc t: nhng ngi mua nc ngoi, bao gm ngi tiu dng, nh snxut, ngi mua bn trung gian v cc t chcchnh ph.


KH cng nghip KH thng mi

Ngi tiu dng

Cc loi khch hng

Nhng mong i?

Nhng gi tr h nhn c ?

S thay i?

Phn tch Khch hng ch ng

Gn gi khch hng hin cKhm ph khch hng tim nngPht trin thnh khch hng mc tiu

to cho khch hng cm nhn v gi tr gia tng mang tnh c th, c sc hn:-Thc cht khch hng mun mua ci g?-Doanh nghip bn cho khch hng thc cht ci g?


Khch hng (tt)

Khch hng mc tiu ? Quy m nhu cu hin ti v tng lai? Khch hng mong i nhng gi tr gia

tng g sn phm/dch v ca doanhnghip?

S thay i (s thch, gi tr, quannim, phong cch) ca khch hng?

Nhng gi tr khch hng mong i Gi tr s dng;

Cht lng Tnh h tr (gip khch hng pht trin d n)

Cung cp sn phm/dch v trn gi To ra s tin li/d dng/n gin

Gi tr gia tng t gi tr bn sc Lm cho khch hng khng nh ci ring, ci ti,

ci khc ca h; Lm cho khch hng nng cao v th

Nhng gi tr khch hng mong i (tt) Gi tr gia tng t s cng lc

Gip khch hng lm c iu h mun H tr khch hng i c xa hn Nhu cu/i hi/mong mun dng d n Doanh nghip lin kt vi khch hng cng to

ra gi tr gia tng m khch hng mong mun To cho khch hng v th hi nhp:

Biu tng chun mc (Status Symbol) V th (Standing)


Nhng gi tr khch hng mong i (tt)

Lm cho thi gian c ngha trong sn phm/dch v

Gip khch hng lm ch tng lai Gip khch hng gi gn/pht huy c nhng truyn thng tt p trong qu kh

Nhng ni dung cn lu khi phn tch khch hng: Phn nhm khch hng. Tin hnh thu

thp thng tin theo nhm khch hng v:nhu cu, s thch, lng trung thnh, ccmi quan tm v sn phm, gi c, phnphi, chiu th. Nhng phn tch ny gipdoanh nghip xc nh vic nh v snphm hp l cha, th trng cn phnkhc tim nng no m doanh nghip cth tham gia khng.

Nhng ni dung cn lu khi phn tch khch hng (tt) nh gi kh nng mc c ca khch

hng, kh nng mc c ca khch hngcng cao th doanh nghip li cng phihao tn nhiu chi ph duy tr mi quanh vi khch hng , bng cc cch:gim gi, tng chit khu, tng hoa hng,tng cht lng, tng dch v hu mi,tng khuyn mi,Kh nng mc c cakhch hng cao khi c cc iu kin sau:


Nhng ni dung cn lu khi phn tch khch hng (tt) Doanh s mua ca khch hng chim t trng

cao trong tng doanh s ca doanh nghip. Chi ph chuyn sang mua hng ca doanh

nghip khc thp. S lng ngi mua t Kh nng kt hp ngc chiu vi nhng nh

cung cp khc cao. Mc nh hng ca doanh nghip n cht

lng sn phm ca ngi mua thp.

Nh cung cp (Suppliers)Nh cung cp l nhng c nhn hoc t

chc (doanh nghip, cng ty) cung cpcc ngun lc (sn phm, dch v, nguynnhin vt liu, bn thnh phm, my mcthit b, ngun ti chnh, ngun nhnlc,) cn thit cho hot ng ca doanhnghip.

Nh cung cp (tt)Nh cung cp c th to ra cc c hi cho

doanh nghip khi gim gi bn, tng chtlng sn phm, tng cht lng cc dchv km theo, ngc li cng c th gy racc nguy c cho doanh nghip khi tnggi bn, gim cht lng sn phm, dchv, khng m bo s lng v thi hncung ng,


Nh cung cp (tt)Nhng thng tin cn thu thp nghin cu cc nh

cung cp: C bao nhiu nh cung cp? Nhng nguy c c th n t pha nh cung cp? Quan h cung-cu? Li th trong thng lng? Kh nng cung cp lu di? Kh nng a dng ha sn phm?

Nh cung cp (tt) Gi c hng ha c cung cp ? Mng li bn hng ? Cc iu kin bn hng ca nh cung

cp? Cc dch v sau bn hng? Kh nng i mi cng ngh ? Kh nng lin doanh vi nh cung cp?

Nh cung cp (tt) Kh nng chuyn i sang cc nh cung cp

khc ca doanh nghip. Mc quan trng ca doanh nghip i vi

nh cung cp. Kh nng kt hp dc thun chiu v pha trc

ca nh cung cp cnh tranh trc tip vidoanh nghip

Kh nng kt hp dc ngc chiu v pha sauca doanh nghip t cung cp cc yu tu vo.


Nhng li th ca Nh cung cp C t nh cung cp S khc bit ca sn phm Chi ph thay i nh cung cp cao Kh c kh nng kt hp dc ngc

chiu v pha sau t cung cp cc yu t u vo

Nh cung cp c kh nng t ch cao,

i th tim n:i th tim n l nhng i th cnh tranh c th

s tham gia th trng trong tng lai hnhthnh nhng i th cnh tranh mi. Khi i thcnh tranh mi xut hin s khai thc nhngnng lc sn xut mi ginh lt th phn, giatng p lc cnh tranh ngnh v lm gim linhun ca doanh nghip.

S xut hin ca cc i th cnh tranh mi snh hng n chin lc kinh doanh cadoanh nghip, v vy phi phn tch cc i thtim n nhm nh gi nhng nguy c do hto ra cho cng ty.

i th tim n (tt):i th cnh tranh mi c th xut hin

thng qua cc con ng: Xut khu Lin doanh u t trc tip di hnh thc 100% vn

nc ngoi Mua li cc cng ty khc trong ngnh,


i th tim n (tt):Nhng ro cn i vi s xut hin ca cc i

th tim n: Li th do sn xut vi quy m ln, a dng ha

sn phm Yu cu v ngun ti chnh khi nhp ngnh Chi ph chuyn i mt hng ln S vng chc v n nh ca h thng knh tiu

th ca cc cng ty trong ngnh u th v gi thnh sn phm,

Sn phm thay th:Sn phm thay th l nhng sn phm khc v tn gi v

thnh phn nhng em li cho ngi tiu dng nhngli ch tng ng nh sn phm ca doanh nghip.S xut hin cc sn phm thay th c th dn ti nguyc lm gim gi bn hoc st gim li nhun ca doanhnghip. V vy, doanh nghip phi d bo v phn tchkhuynh hng pht trin ca cc sn phm thay th nhn din ht cc nguy c do sn phm thay th gy racho doanh nghip.

Nhng sn phm thay th thng l kt qu ca vic citin hoc bng n cng ngh mi. Cc cng ty mun tli th cnh tranh phi dnh ngun lc pht trin hocp dng cng ngh mi vo chin lc pht trin kinhdoanh ca mnh hoc tp trung cho chin lc nghincu v pht trin.

Cht lng gi c

Cht lng thng hiu

Cht lng dch v

Cht lng khng gian

Cht lng thi gian

Cht lng SP

To th vt tri trong cnh tranh


Phn tch Mi trng

Chin lc cnh tranh

Nghin cu th trng

Hot ng ca DN

4. Cc cng c, phng php nghin cu mi trng bn ngoi. Thu thp thng tin X l thng tin D bo din bin mi trng Lp bng tng hp thng tin v mi

trng ngoi Phn tch Lp ma trn nh gi cc yu t bn ngoi Lp ma trn hnh nh cnh tranh.

Xc nh nhu cu thng tin

Nhn din cc nguncung cp thng tin

Xy dng h thng thu thp thng tin

Thu thp thng tin & X l thng tin

D bo din bin mi trng

Phn tch SWOT

Lp bng tng hp thng tin mi trng

xut cc phn ng chin lc

Theo di & Cp nht thng tin


Ngun thng tin Th cp: sch, bo, tp ch, cc bo co,

ti liu chnh ph v cc c quan, t chc(b, ngnh, a phng, hip hi,) cngb, ti liu ca cc hi tho, hi ngh,thng tin trn mng,

S cp: kho st khch hng, nghin cuth trng, phng vn cc chuyn gia,

(Tham kho Khi lun QTCL, tr. 163-170, C.4)

Nhng k thut v cng c d boD bo chnh l s gi nh hp l v cc s kin

v xu hng trong tng lai. Tin trnh d bol mi hot ng phc tp do chu tc ng canhiu yu t, nh: i mi cng ngh, bin ivn ha, s ra i ca cc sn phm, dch vmi, s xut hin ca cc i th cnh tranhhng mnh, nhng thay i trong chnh schca chnh ph, trong gi tr x hi, nhng binng v kinh t, v nhiu yu t khng th dbo khc,

Phng php d bo: nh tnh v nh lng.(tham kho tr. 171-178, Khi lun QTCL)

Phng php d bo Phng php phn tch nh tnh l phng

php d bo ch yu da vo suy on cmnhn. Phng php ny ph thuc nhiu votrc gic, kinh nghim v s nhy cm cangi d bo.

Phng php phn tch nh lng lphng php d bo ch yu da vo cc mhnh ton hc trn c s nhng d liu, ti liu thng k c.


Phng php phn tch nh tnh Ly kin ca ban qun l iu hnh Ly kin ca nhng ngi trc tip lm

vic Nghin cu th trng Phng php Delphi

Phng php Delphi Phng php Delphi l phng php d bo

thng qua vic thc hin mt nhm qu trnhnhm m bo tnh thng nht trong d botrn c s ly kin cc chuyn gia v nghincu mt cch nghim ngt, nhng nng ngv linh hot.

Trong qu trnh d bo theo phng php ny cs tham gia ca 3 nhm chuyn gia:

Nhng ngi ra quyt nh Nhng nhn vin, iu phi vin Nhng chuyn gia chuyn su.

Qu trnh thc hin phng php Delphi Chn cc nh chuyn mn, cc iu phi vin v nhm

ra quyt nh Xy dng bng cu hi kim tra ln u, gi n cc

chuyn gia Phn tch cc cu tr li, tng hp vit li bng cu hi Son tho bng cu hi ln hai v gi n cc chuyn

gia Thu thp, phn tch cc cu tr li ln hai Vit li, gi i v phn tch kt qu iu tra Cc bc trn s dng li khi kt qu d bo tha mn

nhng yu cu t ra.


Phng php phn tch nh lngCc bc tin hnh: Xc nh mc tiu d bo La chn nhng vn cn d bo Xc nh di thi gian d bo. Chn m hnh d bo Ph chun Thu thp d liu cn thit cho d bo Tin hnh d bo p dng kt qu d bo.

Ma trn nh gi cc yu t bn ngoi (EFE Matrix-External Factor Evaluation Matrix)

Ma trn EFE tng hp, tm tt v nh ginhng c hi v nguy c ch yu ca mitrng bn ngoi nh hng n doanhnghip/t chc. => EFE gip cc nhqun tr chin lc nh gi c mc phn ng ca t chc i vinhng c hi v nguy c, a ra nhngnhn nh mi trng bn ngoi to thunli hay gy kh khn cho t chc.

5 bc xy dng ma trn EFE:Bc 1: Lp mt danh mc t 10-20 yu t c hi

v nguy c ch yu, c nh hng ln n sthnh bi ca t chc trong ngnh kinh doanh.

Bc 2: Phn loi tm quan trng t 0,0 (khngquan trng) n 1,0 (rt quan trng) cho tngyu t. Tm quan trng ca tng yu t tythuc vo mc nh hng ca yu t ns thnh cng ca t chc trong ngnh kinhdoanh. Tng s cc mc phn loi c n nhcho tt c cc yu t phi bng 1,0.


5 bc xy dng ma trn EFE (tt)Bc 3: Phn loi t 1 n 4 cho tng yu t, loi

ca mi yu t ty thuc vo mc phn ngca t chc i vi yu t , trong : 4-phnng tt; 3-phn ng trn trung bnh; 2-phn ngtrung bnh; 1-phn ng yu.

Bc 4: Nhn tm quan trng ca tng yu t viloi ca n xc nh s im v tm quantrng.

Bc 5: Cng tng s im v tm quan trngca tt c cc yu t xc nh tng s imca ma trn EFE.

Ma trn hnh nh cnh tranhMa trn hnh nh cnh tranh so snh t

chc/ doanh nghip vi cc i th cnhtranh ch yu, da trn cc yu t nhhng n kh nng cnh tranh ca ccdoanh nghip trong ngnh => Gip ccnh qun tr chin lc nhn din cnhng im mnh v im yu ca tchc cng cc i th cnh tranh ch yu,xc nh c li th cnh tranh cho tchc v cc im yu km cn khc phc.

5 bc xy dng Ma trn hnh nh cnh tranh:Bc 1: Lp mt danh mc khong 10 yu t cnh hng quan trng n kh nng cnh tranhca cc doanh nghip trong ngnh

Bc 2: Phn loi tm quan trng t 0,0 (khngquan trng) n 1,0 (rt quan trng) cho tngyu t. Tm quan trng ca tng yu t tythuc vo mc nh hng ca yu t nkh nng cnh tranh ca doanh nghip trongngnh. Tng s cc mc phn loi c n nhcho tt c cc yu t phi bng 1,0.


5 bc xy dng Ma trn hnh nh cnh tranh (tt)Bc 3: Phn loi t 1 n 4 cho tng yu t, loi

ca mi yu t ty thuc vo mc phn ng ca t chc i vi yu t , trong : 4-phn ng tt; 3-phn ng trn trung bnh; 2-phn ng trung bnh; 1-phn ng yu.

Bc 4: Nhn tm quan trng ca tng yu t viloi ca n xc nh s im v tm quantrng.

Bc 5: Cng tng s im v tm quan trngca tt c cc yu t xc nh tng s imca ma trn hnh nh cnh tranh cho tngdoanh nghip so snh.

Ma trn hnh nh cnh tranhYu t ch yu nh hng n kh nng cnh

tranh

Cng ty A Cng ty B Cng ty CTm quan trng

Trng s

im s

Trng s

im s

Trng s

im s

Th phn 0,20 3 0,6 2 0,4 2 0,4Kh nng cnh tranh gi

0,20 1 0,2 4 0,8 1 0,2

Ti chnh 0,40 2 0,8 1 0,4 4 1,6

Cht lng sn phm

0,10 4 0,4 3 0,3 3 0,3

Lng trung thnh ca khch hng

0,10 3 0,3 3 0,3 3 0,3

Tng s im 2,3 2,2 2,8

Cc phng php c bn d bo mi trng kinh doanh

Phng php Delphi (Quan im chuyn gia)

Phn tch vn mt cch khch quan

Phn tch chui d liu qu kh (Php ngoi suy xu hng)

- ng cong xu hng- Chu k (tng trng, hng thnh-suy thoi-phc hi)- Ma v - Cc s kin bt thng

Phng php phn tch tc ng an cho

Nhn din, nh gi nhng xu hng c th t cc s kin

Phng php lp nhiu phng n

Lp cc phng n theo cc nhm d kin khc nhau


SWOT C hi Oppotunity

Thch thcThreat

im mnhStrenght

S/OTn dng im mnh khai thc c hi

S/TTn dng im mnh ngn chn, hn ch cc nguy c

im yuWeekness

W/O Gim im yu tranh th c hi

W/TGim im yu ngn chn, hn ch cc nguy c

Mi trng bn ngoi

Mi trng bn trong

Vn

K thut cy vn


Tng khch miLm khch quay li

Phn ng dy chuyn

i mi chnh sch

Lin kt nhauTng u t

Chin dch marketing

Tng lng khch du lch

Bi tp chng 2(tr. 157 172)

Cu hi n tp: Mi trng bn ngoi? Nhng c im cn

lu khi phn tch mi trng bn ngoi? ngha ca vic nghin cu mi trng bn

ngoi? Mc ch ca vic nghin cu mi trng bn

ngoi? Mi trng v m? Trnh by nhng ni dung

cn nghin cu trong mi trng v m.

Bi tp chng 2 (tt) Mi trng vi m? Trnh by nhng ni dung

cn nghin cu trong mi trng vi m. Ma trn EFE? Bn cht, cng dng ca ma

trn ny? Nm bc xy dng ma trn EFE? Cho v d v phn tch.

Ma trn hnh nh cnh tranh? Bn cht, cng dng ca ma trn hnh nh cnh tranh? Nm bc xy dng ma trn hnh nh cnh tranh? Cho v d v phn tch.


Bi tp tho lun nhm:Bi 1:Nhm nghin cu vn dng nhng ni

dung, phng php v cng c hctin hnh phn tch mi trng bnngoi ca cng ty m nhm la chn chng 1, xc nh cc c hi, nguy c,lp ma trn EFE v nhn nh v cng tym nhm nghin cu. Trnh by kt qunghin cu trn lp.

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Chng 3Nghin cu

Mi trng bn trong

GS.TS. on Th Hng Vn

Ni dung nghin cu: Mi trng bn trong v nhng vn

c lin quan ngha v mc ch ca vic nghin

cu mi trng bn trong Ni dung nghin cu mi trng bn

trong Phng php v cng c nghin

cu mi trng bn trong.


Qun tr chin lc, 2013Chng 3, tr.173 233

Fred R. David, Strategic Management Concepts and Cases, 2011, Chapter 4.

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1. Mi trng bn trong v nhng vn c lin quan

Mi trng bn trongMi trng bn trong ca mt doanh nghip

bao gm tt c cc yu t v h thng bntrong ca n.

1. Mi trng bn trong v nhng vn c lin quan

tn ti v pht trin mi t chc u phi tinhnh cc hot ng: qun tr, ti chnh, k ton,sn xut/kinh doanh/tc nghip, nghin cu &pht trin, marketing, v phi c h thngthng tin. Trong tng lnh vc hot ng mi tchc u c nhng im mnh, im yu caring mnh.

Trong nhng loi t chc khc nhau, v d nh:doanh nghip sn xut, kinh doanh XNK,Logistics, trng hc, bnh vin, ngn hng,li c nhng b phn chc nng khc nhau. Mib phn chc nng li c th c nhng immnh, im yu ring ca chng.

1. Mi trng bn trong v nhng vn c lin quan (tt)Mt trong nhng mc tiu c bn ca QTCL l

phi thit lp c nhng chin lc hon ho pht huy c nhng im mnh, khc phcc nhng im yu bn trong, tn dng cnhng c hi, n trnh c nhng nguy c tbn ngoi.

Chnh v vy, nghin cu mi trng bn trong mt phn khng th thiu ca qun tr chinlc, nhm xc nh c nhng im mnh,im yu ca c t chc, ca tng b phnchc nng trong t chc trong tng lnh vchot ng ca chng.

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1. Mi trng bn trong v nhng vn c lin quan (tt)im mnh l iu doanh nghip ang lm tt

hay cc c tnh gip doanh nghip c kh nng cnh tranh. im mnh c th th hin di cc hnh thc sau:

Nhng b quyt, k nng, kinh nghim hoc cch lm c bit;

Nhng th mnh v c s vt cht; C ngun nhn lc mnh; Nhng th mnh v t chc, qun l; Cc ti sn v hnh c gi tr: thng hiu, hnh nh, C li trn th trng, c cc mi quan h,

1. Mi trng bn trong v nhng vn c lin quan (tt) im yu l nhng im m doanh nghip ang b thiu st, km ci hay nhng yu t s y doanh nghip vo tnh th bt li. C th nu ra mt s biu hin ca cc im yu:

Thiu ht nhng k nng v kinh nghim cnh tranh quan trng.

Khng cc ngun lc: nhn lc, vt lc, ti lc, Yu v kh nng t chc, qun l. Khng c ngun cung ng u vo vng chc. Hot ng marketing yu km. Khng c nhng ti sn v hnh c gi tr,

1. Mi trng bn trong v nhng vn c lin quan(tt):Nhng kh nng c bit - Nhng im mnh

ca mt t chc m cc i th khc khng thd dng sao chp c, lm c.

xy dng li th cnh tranh cn phi tn dngc nhng kh nng c bit. Mt trongnhng mc tiu quan trng ca thit lp ccchin lc l ci thin nhng im yu ca tchc, bin chng thnh im mnh v nu cth th tr thnh cc kh nng c bit.

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2. ngha ca vic phn tch mi trng bn trongPhn tch mi trng bn trong l mt b

phn quan trng, khng th thiu caqun tr chin lc. Nu khng phn tchtt mi trng bn trong, khng nhn dinc ng nhng im mnh, im yuca t chc th s khng th thit lpc chin lc hon ho.


Phntch mitrng

bnngoi


chin lc

Phn tchmi

trngbn

trong

Thit lp mc tiu di hn

nh gi v la

chn cc chin lc

Thc hin cc

chin lc


nng


lc



T t duy chin lc v tnh hnh cng ty n la chn chin lc

T duy chin lc v mi trng bn

ngoi ca cng ty

T duy chin lc v mi trng bn

trong ca cng ty

Xy dng tm nhn

chin lc cng

ty cn hng ti

u

Xc nh la chn

chin lc y ha hn cho cng

ty

La chn chin

lc v m hnh

kinh doanh tt

nht

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2. ngha ca vic phn tch mi trng bn trong (tt)Phn tch mi trng bn trong cn gip

nhng ngi tham gia thc hin (CEO,cc nh lnh o cc b phn chc nng,cc nhn vin tha hnh,) c nhiu chi hiu r cng vic m b phn hthc hin c ph hp vi hot ng cac t chc hay khng => H s lm victt hn mt khi hiu c tm quan trngca cng vic mnh lm v nh hng can n hat ng ca c t chc.

3. Ni dung phn tch mi trng bn trong

Cng ging nh phn tch mi trng bnngoi, phn tch mi trng bn trongcng cn c s tham gia ca cc nh lnho, cc nhn vin tha hnh, cc khchhng, cng cn phi thu thp cc thngtin th cp v s cp, x l, phn tch xc nh c nhng im mnh, imyu c bn nht ca t chc.

3. Ni dung phn tch mi trng bn trong (tt)

phn tch mi trng bn trong cc nhchin lc c s h tr ca ban lnho v cc b phn chc nng s tinhnh thu thp, x l, phn loi cc thngtin thu thp c, trn c s tin hnhphn tch nhn dng, xc nh v xpth t u tin cho t 10 n 20 immnh v im yu quan trng nht, cnh hng n s thnh bi ca t chc.

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Cn lu : s khng phi l qu kh chovic lp mt danh sch di, trong lit kmi im mnh v im yu ca t chc,nhng vic chn ra mt danh sch gm 10n 20 im mnh v im yu quantrng nht ca t chc l vic lm v cngkh khn, bi cc nh qun l c nhngmi quan tm v quan im khc nhau=>nhng la chn khc nhau.


c c nhng la chn ng n cn ch n:

Mi quan h gia cc b phn kinh doanh chc nng

Vn ha t chc

Mi quan h gia cc b phn kinh doanh chc nngHy lun nh, qun tr chin lc l mt qu

trnh phi hp cao , i hi phi c s hptc hiu qu gia qun tr, marketing, ti chnh,k ton, sn xut/kinh doanh/tc nghip, nghincu v pht trin v cc h thng thng tin. Dqu trnh qun tr chin lc c thit lp, tchc thc hin v gim st bi cc nh chinlc, nhng mun thnh cng th cc nh quntr v cc nhn vin tt c cc b phn phicng nhau lm vic, phi ci m trong vic traoi thng tin v cung cp cc thng tin cn thit phc v cho qu trnh qun tr chin lc.

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Mi quan h gia cc b phn kinh doanh chc nng (tt)Cha kha m bo s thnh cng ca t chc l

s hiu bit v hp tc hiu qu gia cc nhqun tr t tt c cc b phn kinh doanh chcnng. Thng qua hot ng qun tr chin lc,cc nh qun tr cc b phn, phng ban shiu c bn cht v nh hng ca ccquyt nh ca b phn mnh i vi hot ngca c t chc. Nm c cc mi quan h nyl vn then cht gip thit lp hiu qu ccmc tiu v chin lc cho t chc.

Vn ha t chcVn ha t chc (Organizational Culture) l m

hnh ca cc tiu chun v nim tin c sans, cho php mi ngi trong t chc hiu chat ng ca t chc mnh v trang b cho hnhng quy tc ng x. Hay ni r ngha hn,vn ha t chc l tng hp nhng nt ctrng ca t chc, n chi phi nhn thc vhnh vi ca con ngi trong t chc, cngnhng gi tr, chun mc, n np, tc phongm t chc c c.

Vn ha t chc (tt)Vn ha t chc c th c nh ngha

Mt mu thc c bn do t chc phttrin khi n bt u i ph vi vn thch nghi vi mi trng bn ngoi v sha hp ni b, mu thc ny vnng tt c xem l c gi tr vn c dy cho cc thnh vin mi nhl mt cch ng n nhn thc, suyngh v cm nhn.

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Vn ha t chc (tt)Reynolds xy dng m hnh vn ha t chc

vi 15 kha cnh chnh, trong c 5 kha cnhcn c bit lu tm;

Ch trng i ni hay i ngoi Tp trung vo nhim v ca t chc hay x hi Ch trng n ch ngha c nhn hay tp th An ton hay mo him Ty c ng bin hay hoch nh k hoch.

Vn ha t chc (tt)Vn ha t chc c nh hng to ln n cc quyt nh

kinh doanh, do s tc ng n ton b qu trnhqun tr chin lc ca t chc. Nu cng tc qun trchin lc c th tn dng c cc sc mnh ca vnha, v d nh: o c ngh nghip vng vng, nimtin vo nhng gi tr o c, nhng nhn thc ngnth nh qun tr c th thng xuyn thc hin ccthay i hp l mt cch nhanh chng v d dng, quntr chin lc s mang li hiu qu cao. Ngc li, nukhng nhn thc c gi tr tim nng ca vn ha, cth dn n nhng hu qu: mi quan h gia cc bphn trong t chc khng c x l tt, gia cc bphn khng c s hp tc, thng tin lin lc b chtc,=> t chc khng c kh nng thch nghi vi nhngs thay i=> Qun tr chin lc khng hiu qu.


Theo Fred David, phn tch mi trng bn trong ca t chc cn nghin cu cc hot ng:

Qun tr Marketing Ti chnh, k ton Sn xut/ tc nghip Nghin cu v pht trin H thng thng tin.

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Qun trQun tr c 5 chc nng c bn: hochnh, t chc, thc y, nhn s v kimsot.

Hoch nh:Hoch nh bao gm tt c cc hot ng

qun tr lin quan n vic chun b chotng lai. Cc nhim v c th l: don, thit lp mc ch, ra cc chinlc, pht trin cc chnh sch, hnhthnh cc mc tiu.

Hoch nh c vai tr quan trng nht tronggiai on thit lp/xy dng chin lc.

T chc:T chc bao gm tt c cc hot ng qun tr to

ra c cu cho mi quan h gia quyn hn vtrch nhim. Nhng cng vic c th l thit kt chc, chuyn mn ha cng vic, m t cngvic, chi tit ha cng vic, m rng kim sot,thng nht mnh lnh, phi hp sp xp, thitk cng vic v phn tch cng vic.

T chc c vai tr quan trng nht trong giai onthc hin chin lc.

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Thc y:Thc y gm nhng hot ng nhm nh hng

hot ng ca con ngi, c th l lnh o,lin lc, cc nhm lm vic chung, thay i cchhot ng, y quyn, nng cao cht lng cngvic, tha mn cng vic, tha mn nhu cu,thay i t chc, ng vin tinh thn ca nhnvin v cn b qun l.

Thc y c vai tr quan trng nht trong giaion thc hin chin lc.

Nhn s:Hot ng qun tr nhn s tp trung vo vic

qun l con ngi hay ngun nhn lc, baogm: qun l tin lng, thng, phc li, tuyndng, o to v ti o to, b tr, sa thi nhncng, qun l cc quan h lao ng, khuynkhch to iu kin lm vic cng bng, phttrin chuyn mn, nghin cu con ngi, cngtc qun chng, chnh sch quy ch v k lutlao ng, nh cng, bi cng,

Cng tc nhn s c vai tr quan trng nht tronggiai on thc hin chin lc.

Kim sot:Kim sot lin quan n tt c cc hot ng qun

l nhm m bo cho kt qu thc t ph hp,nht qun vi kt qu c hoch nh.Nhng hat ng ch yu: kim tra cht lng,kim sot ti chnh, bn hng, qun l hng tnkho, chi ph, phn tch nhng thay i, thngpht.

Kim sot c vai tr quan trng nht trong giaion nh gi chin lc.

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Marketing:

Marketing c th c m t nh mt qutrnh xc nh, d bo, thit lp v thamn cc nhu cu mong mun ca ngitiu dng i vi sn phm hay dch v.Joel Evans v Barry Berman cho rngmarkerting bao gm 9 chc nng c bn.

9 chc nng c bn ca marketing1. Phn tch khch hng.2. Mua.3. Bn.4. Hoch nh sn phm v dch v.5. nh gi.6. Phn phi.7. Nghin cu th trng.8. Phn tch c hi.9. Trch nhim i vi x hi.

Phn tch khch hng.

L vic nghin cu v nh gi nhu cu,mong mun ca ngi tiu dng - linquan n hot ng iu tra v ngi tiudng, phn tch cc thng tin v khchhng, nh gi cc chin lc nh v thtrng, pht trin cc bng m t vngi tiu dng v quyt nh cc chinlc phn khc th trng ti u nht.

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Mua hng

Mua hng ngha l t c cc ngun lccn thit sn xut v bn sn phmhay dch v. Hot ng mua hng baogm nh gi cc nh phn phi c khnng thay th, la chn nh phn phi ttnht, tha thun cc iu kin c th chpnhn vi nh phn phi v thu mua.

Bn hng

Vic thc hin chin lc thnh cng thng phthuc vo kh nng bn sn phm hay dch vno ca t chc. Bn hng bao gm nhiuhot ng marketing, chng hn nh: qungco, kch thch bn hng, qung co i chng,bn hng cho c nhn ngi tiu th, qun llc lng bn hng, quan h vi khch hng,v ngi bun bn. Nhng hot ng ny ctm quan trng c bit khi cng ty ang theoui chin lc thm nhp th trng

Hoch nh dch v v sn phmBao gm cc hot ng: kho st th trng, nh

v nhn hiu v sn phm, bo hnh, ng gi,xc nh cc sn phm c kh nng thay th,c trng ca sn phm, hnh dng ca snphm, cht lng sn phm; loi b nhng snphm li thi; v cung cp dch v cho k

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Quản Trị Chiến Lược - Doan Thi Hong Van