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TIU LUN

PHNG PHP QUN TR CA STEVE JOBS V THNH CNG CA APPLE.

MC LC

Mc lc01. Gii thiu:1 1.1. Cng ty Apple:1 1.2. Steve Jobs:1

2. Phng php qun tr ca Steve Jobs v thnh cng ca Apple:2 2.1. Cc phng php qun tr ca Steve Jobs2 2.1.1 Phng php tc ng ln con ngi:2 1. Phng php hnh chnh: v iu l, k lut ca DN2 2. Phng php kinh t: Ch thng pht cho nhn vin3 2.1.2 Phng php tc ng ln yu t khc ca DN:6 1. Ban qun l6 2. Microsoft6 3. Nhn hiu6 4. Dng sn phm7 2.1.3 Phng php kch thch khch hng7 1. Qung co7 2. Bn hng trc tip7 3. Bn hng qua mng8 2.1.4 Phng php i vi i th cnh tranh8 1. Cng c cnh tranh bng sn phm: nng cao cht lng, ci tin mu m8 2. Cnh tranh bng gi bn ca sn phm9 3. Cnh tranh bng ngh thut tiu th sn phm10 4. Cnh tranh bng cc cng c khc:Thng hiu11 2.1.5 Cc phng php khc:11 1. i vi nh cung cp vt liu:11 2. i vi nh cung cp dch v trc tuyn:12 3. i vi h iu hnh iOS:12 4. i vi cc vic pht trin cc ng dng:12 2.2. Thnh cng ca Apple:133. Bi hc rt ra:14 3.1. Phng php tc ng ln con ngi14 3.2. Chin lc v sn phm16

1. GII THIU1.1. Cng ty Apple:Apple Inc. (NASDAQ: AAPL, LSE: ACP) l tp on cng ngh my tnh ca M c trs chnh t ti Silicon Valley San Francisco, bang California. Apple c thnh lpngy 1 thng 4 nm 1976 di tn Apple Computer, Inc., v i tn vo u nm 2007.Vi lng sn phm bn ra ton cu hng nm l 13,9 t la M (2005), v c 14.800nhn vin nhiu quc gia, sn phm l my tnh c nhn, phn mm, phn cng, thit bnghe nhc v nhiu thit b a phng tin khc. Sn phm ni ting nht l AppleMacintosh, iPod, iPhone, iPad v chng trnh nghe nhc iTunes, ni bn hng v dch vch yu l M, Canada, Nht Bn v Anh.(http://vi.wikipedia.org/wiki/Apple_Inc.)1.2. Steve Jobs: Steve Jobs l mt trong nhng nh pht minh v i ca nc M. ng l ngi ykiu hnh t duy khc bit, tht mnh m tin mnh c th thay i th gii, v tht sti nng hin thc nhng iu . Steve lm lay ng tnh cm ca tt c chng ta khini rng ng sng tng giy pht nh cuc i sp vut khi tay. ng thay i cchnhn ca chng ta i vi th gii. _ Trch li ca Tng thng Barack Obama.Qu rt ng vi li nhn xt , mt ngi n ng phn u to nn mt vtlm trong v tr ny. Chng ta hy cng nhn li cuc i v nhng chng ng caSteve Jobs.Steve Jobs(24/2/1955-5/10/2011) sinh ra ti thnh ph San Francisco, bang California,Hoa K, c Paul v Clara Jobs nhn lm con, h t tn ng l Steven Paul. Jobs theohc trng trung hc Cupertino v Homestead ti thnh ph Cupertino. Sau gi hc, ngthng n cng ty Hewlett-Packard ti Palo Alto, California v ng nhanh chng cthu v lm vic cng Steve Wozniak trong vai tr l nhng nhn vin thi v ma h.Nm 1976, h sng lp cng ty Apple Computer trong ga-ra nh Jobs. Sn phm u tinca h l my tnh c nhn Apple I. Nm 1977 Apple tung ra sn phm tip theo, Apple II,mt thnh qu to ln lm nn ting vang cho mt cng ty cn non tr Apple. Nm 1980Jobs v Wozniak tr thnh triu ph. H pht trin cng ty ch 2 ngi thnh mt cngty tm c quc t vi c ngn nhn vin khp ton cu.Steve Jobs mun mt ngi cng qun l cng ty Apple cng mnh nn thuyt phcgim c iu hnh ca Pepsi lc l John Sculley. Nm 1983, John Sculley thay thJobs lm gim c iu hnh do 2 ngi c nhng hng i khc nhau trong vic iuhnh v Apple ang lm vo tnh cnh kh khn v hi ng qun tr Apple li ng vpha John Sculley. Jobs t b cng ty, nhng trc vo nm 1984 Apple a ra mtsn phm gy ting vang, my tnh c nhn Macintosh.Trong cng thi im, Jobs thnh lp nn mt cng ty khc mang tn NEXT Computer.Nm 1986, Jobs mua hng phim ha Lucasfilm (sau l Pixar Studios), hng k hpng vi Disney sn xut ra nhng b phim hot hnh ho. B phim u tin hp tcsn xut mang tn Cu chuyn chi em li danh ting v s khen ngi i vixng phim khi ra mt vo nm 1995.Nm 1996, Apple tuyn b s mua NeXT vi gi 429 triu la M, a Jobs tr li cngty. ng chnh thc mang danh l gim c iu hnh tm thi trong thng 9 nm 1997.Thng 3 nm 1998, nhm tp trung cho vic thu li li nhun cho Apple, Jobs cho ngngmt s d n nh Newton, Cyberdog v OpenDocTrong nhng nm gn y, cng ty m rng cc chi nhnh, lin tc a ra gii thiu vci tin nhng thit b k thut s tin tin. Bng vic gii thiu my nghe nhc cm tayiPod, phn mm nghe nhc k thut s iTunes v iTunes Store.Nm 2007, Apple gia nhpth trng in thoi di ng vi sn phm iPhone.Nm 2005 nh du mt ct mc quan trng trong lch s cng ty Apple khi Steve Jobstuyn b gi t IBM sau 10 nm gn b kt hp vi Intel sn xut chip cho myMacintosh. Steve Jobs cng gii thiu h iu hnh tip theo Mac OS 10.5 "Leopard"v thit b xem phim, hnh, nhc trn TV kt ni khng dy vi vi tnh mang tn iTV, ciTV ln Leopard u s c tung ra nm 2007.Thng 8 nm 2011, Jobs rt khi chc v tng gim c iu hnh ca Apple. Vi gi sautuyn b ny, gi c phiu ca Apple trn th trng gim 5% .Qu trnh hot ng kinh doanh ca Steve Jobs ng gp nhiu cho cc hnh nh biutng mang phong cch ring, nh doanh nghip tiu biu ca Thung lng Silicon, nhnmnh tm quan trng ca thit k v hiu bit vai tr thit yu ca tnh thm m trong victhu ht cng chng. Ngy 5 thng 10, 2011, Apple loan tin Steve Jobs qua i tui 56.2. PHNG PHP QUN TR CA STEVE JOBS V THNHCNG CA APPLE2. 1. Cc phng php qun tr ca Steve Jobs:2.1.1 Phng php tc ng ln con ngi:1. Phng php hnh chnh: v iu l, k lut ca DN( Thi hn l thit yu: Jobs lun t thi hn hon thnh cng vic kht khe, thmch c phn c on. Nhiu nhn vin ca Steve Jobs khi cn Cng ty NeXT kcm nhn ban u ca h v Steve Jobs l ngi cc k thng minh, c kh nngthc y ngi khc v c sc hp dn mnh m. Nhng trong cng vic, ng lmt ngi khng khip.Cui thp nin 1980, hai k s NeXT lm vic qun n, qun ng t sngn m trong sut 15 thng ch to mt loi chip hin i. Tuy nhin, h vn bSteve Jobs sc cho mt trn ti t trc ton th cng ty v khng lm vicnhanh hn nh yu cu. Mt ngi sau b cuc.( Vn ha tn trng ln nhau gia cc nh qun l v nhn vin: Ti Apple, xutpht t vic hu ht cc nh qun l u c kinh nghim v kin thc v cng nghnn hon ton khng tn ti khi nim cp trn v s phc tng ca cp di.Ni no cng hin hu s tn trng qua li gia nh qun l v nhn vin. Chnh ls tn trng ln nhau cng vi nhng nhm tp th d n nh lun k vai st cnhl mt phn quan trng lm nn thnh cng ca Apple hm nay.( To s t do cho nhn vin trong vic xy dng v ci tin sn phm.Ti Apple, nu mt nhn vin pht hin ra nhng vn kh chu v sai st camt sn phm no , th anh ta c y s t do nghin cu v khc phc liny m khng cn tri qua cc th tc phc tp xin kin v chp thun t phanh qun l trc tip.Steve mc d c bn tnh l lun i hi ngi khc rt cao v sn sng lm tnthng h bt c lc no. iu thc s bin Steve 1 ngi ng s trong mtnhiu ngi nhng khng v th m Steve l 1 v bo cha v bo th. Tnh cch y c l gii xut pht t bn tnh cu ton v nng vi ca Steve.i vi nhng nhn vin no bit chnh xc v hiu r v vic mnh ang lm vnhng iu h ni, ng c th chp nhn s phn khng , c s thay i cchnhn nhn v s vic m ng cho ging nh l vt i v thm ch l ngngm chng. Do , khi cn thit, nhn vin ca Steve c th lng l chng li ch thca Steve. V trong trng hp n i ng hng, Jobs s nh gi cao thi nilon y.V d tiu biu lin quan n a ca my Macintosh i u. Theo d nh banu, my Mac s c h thng a s dng a mm c tn l Twiggy, tuy nhin,a ny li c rt nhiu li v khng th tip tc pht trin c. iu bucSteve phi tm phng n thay th. 1 l chuyn qua s dng a 31/2inch do Sonych to hoc 2 l s dng a tng t nhng do 1 hng khc tn l AlpsElectronic Co sn xut theo cng ngh c chuyn nhng t Sony. V Jobs chn phng n th 2. Trong khi , Belleville trng nhm k s ca Mac - khng nhn theo hng v ng cho rng Khng c l do d tin rng Cng tyAlps c th m bo cung cp y linh kin cho vic ra mt my tinh Mac trongvng 1 nm. Do , Belleville ngh Sony c ngi ch to v chun b sn a sn sng cho Macintosh. V phng on ca Belleville ng, cng ty Alps khng hon thnh cng vic nh d tnh, Steve li lm vo tnh th kh x thphng n m Belleville c thc thi v pht huy tc dng. Steve khng tcgin m nhe rng ra ci vi v trng k s ca mnh.Tp ch Fortune tng c bi vit v vn ha Cng ty Apple. Bi bo khng nhSteve Jobs lun khuyn khch cc nhn vin t duy khc bit. Tin trnh sng toca Apple l mi nhn vin u phi t duy nh th l ng ch, l ng ch cachnh mnh, trc khi ra trnh din Steve Jobs.Trong qu trnh pht trin my macintosh, i pht trin my Mac t nm 1981 xng mt gii thng dnh cho ngi dm ln ting v quyn li ca mnh xutsc nht. Mc d gii thng ny ch l mt tr a, nhng n phn nh c cchthc nhn vin ca Steve i vi ng. Thc t, Steve bit v gii thng ny vng thc s thch n. V i vi Jobs, ng lun tn trng nhng nhn vin dm lnting v nhng g h tin tng. V d nh Debi Coleman, ngi ot gii thngny vo nm 1983 khng nhng khng b tr dp m cn c bt v tnggi n chc Gim c sn xut.2. Phng php kinh t: Ch thng pht cho nhn vin( Kh nng phn loi mi th. y c th c coi l mt cha kha khc cho tm nhn xa trng rng ca steve.i vi Steve, ng phn loi thnh 2 loi: hoc l sng d hoc l ngu dt vcng vic ca h c th l tt nht hoc l hon ton vt i.Trong cun sch Tiu s v Steve Jobs, tc gi Walter Isaacson nhn nh: Bnthn Steve l mt ngi rt tinh t, ng dng nh c th c c suy ngh ca mi ngi v nm c im yu ca h. iu ny gip Steve nhanh chng nhnnh ai l ph hp vi chin lc ca mnh, ai l ngi cn thit cho nhng d nca bn thn mnh.Trong nhng d n non tr bn u ca mnh, m tiu biu nht l qu trnh phttrin my tnh Macintosh giai don u hay vic thnh lp cng ty NeXT, Steve lngi trc tip la chn ra nhng nhn s ch cht, nhng con ngi ta nhxng sng ca d n nh: Andy Hertzfeld, Burrell Smith, v sau ny nh TimCook trong ch mi ca Apple sau khi Steve quay tr li tp on. Bn cnh ,ng sn sng sa thi mt ai , ng khng nh gi cao v kh nng ca h trongqu trnh lm vic. Vic sa thi hng ngn nhn vin l chuyn rt bnh thng nu d n ca hkhng hiu qu hoc khng kh thi. Bn thn nhn vin khng l ngi thuchng A+, bi Steve cho rng nhng ngi hng A+ lun thch lm vic vi nhau vh khng thch vic ngi ch l hng B .Vic sa thi din ra thng xuyn nni tn ti cu chuyn sa thi kiu Steve Jobs, khi ng dn nhn vin ca mnhvo chn than my v sn sng sa thi h nu cu tr li ca h khng lm ng hilng.( Ch trng s cn bng gia cuc sng v cng vic:Ti Apple, s cn bng gia cuc sng v cng vic lun c ch trng: T ccchnh sch chm sc sc khe tuyt vi cho n nhng s phng khong trong ccngy ngh l hng nm. Agarwal mt nhn vin ca Apple k li: Chng ti thchlm vic ti y, chng ti lm vic vt v, nhng chng ti thc s ang c tnhng cuc sng ca mnh.iu ny, khng ch c thc hin khi cng ty trong giai on thnh vng, m tnhng ngy u pht trin cng ty Apple, Steve thc hin vic iu ny. Trongqu trnh pht trin my Mac, c 6 thng mt ln, steve li a gn nh c i ingh 2 ngy khu ngh mt ln cn. ng hiu tm quan trng ca vic tin hnhnhng chuyn i ngh ny. V y l c hi ng sau khi lm nhn vin ca mnhcm thy tan nt tri tim, ng li c th vc h dy v khin h thy rng vic trthnh mt phn ca d n macintosh l mt mc tiu v i. Trong mi chuyn inh vy, ngoi vic ngh ngi, Steve i km l nhng bui ni chuyn thn mtgia cc thnh vin vi nhau. Vi kh nng hng bin, cng nh kh nng bp mos tht ca mnh, Steve gi i nhng thng ip gip tt c thnh vin trong iqun i nhng giy pht kh khn hng n 1 mc tiu cao thng hn.Ngoi ra, Jobs thng a cc nhn vin i tham quan cc bo tng v ti cc buitrin lm c bit gio dc cho h v thit k v cu trc. ng y a nhmpht trin Mac ti mt phng trng by ca nh thit k v i Louis ComfortTiffany, bi v Tiffany l mt nh thit k thng mi ha tc phm ca mnh.Apple thnh cng vi tp th k s yu cng ty, trng lng trung thnh v theoui nim am m ca mnh vi nhiu phng thc qun l hiu qu khc. Applethc s l mt ni tuyt vi nht m bn c th lm vic v tn hng cuc sng.- Thc t ti mt DN in hnh Vit Nam:Hin nay, Vit Nam c mt tp on cng ngh v gii tr c phng phpqun tr s c nhiu nt tng ng vi Steve Jobs, chnh l Cng ty c phnTp on Vina (tin thn l cng ty Vinagame). Cc sn phm chnh cng h lv cc sn phm game, cc web thng mi in t v web gii tr v cngng mng x hi zing.vn. VNG c mt t l cao nhn vin ra i v quay tr lilm vic (10 ngi i th s c 2 3 ngi quay tr li v ng gp cho cngty), thm nin ca nhn vin bnh qun u t 3 nm tr ln. c nh vyth VNG c mt phong cch qun tr:- Khng ch l lng: VNG, nng lc v ng gp ca thnh vin c ghi nhnkhng ch bng khon lng hng thng. Nu lm vic tt, bn c th nhn cthng n 4 thng lng cui nm. Vi ng gp nhiu hn, bn cn c quynmua c phiu cng ty.- Khng ch l ngh nghip: VNG l ni xy dng s nghip. D bn mun theoui cng vic qun l hay tp trung pht trin chuyn mn, chng ti u cngnhn v nh gi cao ti nng ca bn. V th, chng ti m ra cho bn nhiuhng thng tin VNG, ng thi thit k nhng chng trnh bidng phhp cho mi chng ng.- C hi hc tp: coi trng vic hc, v to iu kin cho mi ngi rn luyn milc mi ni. Mi ng nghip l mt ngi thy. Bn cnh , VNG c hng lotcc kha training ti ch, t photoshop n online marketing. Ngi VNG cngthng xuyn c c i thc t nc ngoi.- Mt mi trng lm vic c bit: Khi ngun l nhng ngi bn chung tay lpnghip, VNG lun c gng duy tr mi trng lm vic thn thin v ci m.Ngi VNG lun sn sng chia s, chung tay gii quyt mi vn . Lun c ccchng trnh team building cho nhn vin c th tht cht tnh thn vi nhau vlun cm thy rt gn gi v mun gn b vi cng ty.- Phc li cho gia nh: ngoi phc li cho mi thnh vin, VNG cn lin tc mrng cc chnh sch chm sc gia nh.- Th vin, phng tp gym v canteen min ph. Bn s khng bit mt hay i khilm vic VNG.- Lun tm kim nhn ti v lun khuyn khch cc nhn vin ca mnh tm kimngi ti cho cng ty. Khi mt nhn vin ca cng ty gii thiu c mt nhn vin mi ty tng cp bc v trnh m h s c thng mt khon tin nhtnh theo cc bc thang: 1tr 2tr 3tr.2.1.2 Phng php tc ng ln yu t khc ca DN: v ti chnh, cng ngh,sn phmApple s hu khi ti sn khng l, nhng ti tin nu khng ch , cng ty cth, c th, c th- ti ang tm cch din t chnh xc-c th, c th sp .Steve Jobs pht biu trn tp ch Time trong ln quay tr li Apple vi vai trTng gim c iu hnh (CEO) tm thi, ngy 18/8/1997.Lc Apple ang trong thi im cc k kh khn. Cng ty c 6 thng th thchtrc khi b tuyn b ph sn. Ch trong vng vi nm, Apple suy gim t mt cng tymy tnh ln nht th gii thnh mt cng ty bnh thng, lm n thua l v mt dn thphn ca mnh. Khng ai cn mua my tnh, c phn mt gi trm trng, v bo ch non rng cng ty chun b ph sn.Ngay nhng ngy u quay tr li Apple vi v tr iCEO, Jobs bt u tin hnh cit. Mt cuc iu tra v xem xt c tin hnh m thm trong vi tun. Mt vi tun sau Jobs tin hnh mt s thay i quan trng:1. Ban qun lJobs thay th phn ln b my lnh o ca Apple bng nhng ngi quen bittrong lnh vc cng ngh, bao gm: Larry Ellison-mt ngi bn ca ng; mt vi tr lca Jobs ti NeXT nh: David Manovich chu trch nhim v bn hng, Jon Rubinsteinchu trch nhim v phn cng, Avadis Avie Tevanian chu trch nhim v phn mm.Jobs thay th ton b ban iu hnh tr Fred Anderson, gim c ti chnh, ngi mic Amelio thu v khng phi l nhn vin lu nm.2. MicrosoftJobs gii quyt v kin bng sng ch ko di gy nhiu thit hi vi Microsoft. b li vic Apple t b v kin co buc h iu hnh Windows ca Microsoft btchc h iu hnh Mac, Jobs thuyt phc Bill Gates tip tc pht trin nhng bchng trnh Office cho Mac, ng thi thuyt phc Gates cng khai ng h Apple vikhon u t 150 triu la. Khon u t ny ch yu mang tnh biu tng nhng thtrng chng khon Ph Wall thch iu : Ga tr c phiu Apple ngay lp tc tng 30%.p li iu , Jobs phi s dng chng trnh Internet Explorer ca Microsoft lm trnhduyt mc nh trn Mac.3. Nhn hiuJobs nhn thy trong khi vic tiu th sn phm ri vo tnh trng ti t th nhnhiu Apple vn kh mnh. Jobs coi nhn hiu l mt trong nhng ti sn v hnh nhng rtquan trng ca cng ty, v tt nhin l ti sn ct li, nhng n cn c thi vo mt scsng mi. Jobs t chc tuyn chn gia ba cng ty qung b cho sn phm ca Apple.Cng ty thng cuc l TBWA/Chiat/Day thc hin chin dch Thay i cch suy nghcng s cng tc cht ch ca Jobs.4. Dng sn phmiu quan trng nht m Jobs thc hin l n gin ha trit dng sn phmca Apple. Chin lc sn phm mi ca Apple ch l c 4 chic my tnh: 2 chic mytnh xch tay v 2 chic my tnh bn, nhm vo c khch hng thng thng v nhngngi s dng chuyn bit. Jobs bit Apple ch cn mt vi thng trc khi b ph sn vcch duy nht cu cng ty l tp trung mi ngun lc vo cng vic n lm tt nht: chto nhng chic my tnh d s dng cho nhng khch hng thng thng v nhng khchhng chuyn bit thch sng to. Cch thc tp trung hon ton kh nng cng ty ca Jobs em li hiu qu. Hai nm sau , Apple gii thiu 4 chic my tnh mi c chngminh l nhng sn phm u tin trong chui sn phm thnh cng vang di.2.1.3 Phng php kch thch khch hng1. Qung coMt trong nhng iu lun to ra s khc bit cho Apple chnh l qung co cahng. i vi Jobs, qung co l mt phng tin cc k quan trng, ch ng th hai saucng ngh. Tham vng m Jobs tuyn b t lu l phi a my tnh n vi tt cmi ngi, i vi ng, iu c ngha my tnh phi c tip th n qung i qunchng. Qung co l mt phn then cht trong giao tip gia Apple v ngi tiu dng.Gic m ca ti l mi ngi trn th gii ny u s c mt chic my tnh Apple ring. lm c nh vy, chng ta phi l mt cng ty tip th v i: Jobs ni ngay tnhng ngy u thnh lp Apple. Jobs rt t ho v cng tc qung co ca Apple. Jobsthng cho ra mt cc qung co mi trong sut nhng bi pht biu quan trng vMacworld. Nu Jobs c bi thuyt trnh v sn phm, th lun c mt qung co i kmsn phm mi , v Jobs lun a n ra trc cng chng. Nu qung co c bit tt,Jobs s a ra hai ln, r rng l rt hi lng.Jobs mun mt clip qung co vi mc ch cho c th gii v chnh bn thnApple nhn ra ga tr trng tm ca Apple l g. Jobs yu cu Chiat/Day to ra mt chindch ni ti nhng gi tr trng tm . Chin dch qung co Ngh khc ca Clow nu bt ln c tnh ca Apple l kh nng sng to, s c o v hoi bo. y l mtcch thc qung co y dng cm v mnh bo, Apple gn thng hiu ca mnh vngi s dng Apple vi mt s nh lnh o, c vn v ngh s ng knh nht ca nhnloi.2. Bn hng trc tipVo gia nhng nm 1990, Mac c bn thng qua cc catalogue lnh th hocti cc a im bn l ging nh Circuit City hoc Sears, ni m chng thng b vt x cc gi bi bm pha sau, b sao nhng v pht l, Mac khng nhn c nhiu s ch .Jobs t ra thn trng i vi vic bn l, v th qun bi thng thy ca ng ltuyn m ngi tt nht c th. Ngi l Mickey Drexler, Ch tch kim tng gim ciu hnh ca The Gap. Sau Jobs ku gi Ron Johnson, mt i th trong lnh vc bnl, ngi gip bin Target t mt hng khng c th hng ca Wal-Mart tr thnh mthng cung cp cc thit k c ng danh ting.Apple m cc ca hng bn l u tin vo ngy 19/5/2001 ti Glendale,California v trung tm gc Tysons Mclean, Virginia. Khi u vi hai ca hng, nnay h thng ny pht trin thnh mt chui hn 200 ca hng v c tc pht trinnng nht trong ngnh kinh doanh bn l. Doanh thu hng nm t 1 triu la ch trongvng 3 nm, k lc trc do The Gap nm gi.Cc ca hng bn l minh chng cho s i mi trong cng ngh ca Apple.Khng ging nh Power Mac Cube, cc ca hng ca Apple c thit k da trn kinhnghim su sc v khch hng. Ging tt c cc sn phm khc ca Apple, cc ca hngny ln u tin xut hin trong qu trnh pht trin. Apple thong v linh ng trong cchsuy ngh, v khng ngi nh cp mt s tng tt nht t cc hng khc. Trit l, thitk v cch b tr ca cc ca hng u xut pht t chin lc trung tm s. V vic thcthi cng on ny c khi ngun t vic Jobs ch trng khng ngng vo kinh nghim vkhch hng.3. Bn hng qua mngApple lp k lc th gii v tiu th nhc s online khi bn ra bi ht th 1t trn ca hng m nhc trc tuyn ni ting nht th gii iTunes Music.iTunes Music Store c thnh lp vo ngy 28-4-2003, tc cch y cha y 3nm nhng n lp c mt k lc tiu th thuc dng v tin khong hu khi tiuth c 1 t bi nhc s. Hin trn trang ch ca mng m nhc iTunes ang hin lndng ch:Mt t ln cm n nhng khch hng ca iTunes Music Store. t c k lc ny, Apple tung ra mt chin dch tip th t bit trong sutthi gian qua. Nhng ngi no may mn ti c nhng bi ht th trm ngn s ctng mt my iPod nano mu en 4GB v mt th iTunes Music tr gi 100 USD. Ringkhch hng may mn th 1 t c tng mt my bn iMac vi mn hnh 20 inch, 10my iPod video 60GB v mt th iTunes Music tr gi 10.000 USD, tc ngi ny c thnghe nhc trn iTunes thoi mi trn i.2.1.4 Phng php i vi i th cnh tranh1. Cng c cnh tranh bng sn phm: nng cao cht lng, ci tin mu mDng sn phm iu quan trng nht m Jobs thc hin l n gin ha trit dng snphm ca Apple. Jobs tp trung mi ngun lc ca Apple vo mt danh sch nh cc snphm m cng ty c th thc hin tt. Ch c 4 chic my tnh, 2 chic my tnh xch tayv 2 chic my tnh bn, nhm vo c khch hng thng thng v nhng ngi sdng chuyn bit.nh ngha ca Jobs v m hnh kinh doanh ca Apple: bn nhng sn phm cng ngh cthit k p, cht lng tt mc d khng c gi thnh r nht trn th trng, nhng ihi lng trung thnh c cn c ca khch hng bi l nhn hiu Apple l biu trng chocht lng.Mt trong nhng yu cu quan trng nht trong qu trnh thit k ca Apple l s n gin.Tnh n gin trong nhng sn phm ca Apple c bt ngun t s la chn ca khchhng. Vi Jobs, t hn lun ng ngha vi nhiu hn. khi cng ngh tr nn phc tp hnsc mnh ct li ca Apple kh nng bin nhng cng ngh v cng tinh vi tr nn dnm bt i vi mi ngi cng tr thnh i hi cao hn.Trong nhiu nm, Apple lun khuyn khch nhng chuyn gia thit k tun th cht chnhng hng dn v giao din con ngi c thit k nhm bo m tri nghim lin tcca ngi s dng thng nht qua mt chui cc sn phm ng dng. iu ny xut phtt tng tt c cc phn mm cho my tnh Mac nn c giao din ging nhau, bt kphn mm ny c cng ty no pht trin.Apple nn bn nhng chic my tnh thit k p, cht lng tt cho phn khc hng caocp ca th trng. Sn phm ca Apple lun c thit k p hn so vi i th cnhtranh ca h. Chic Mac vi thit k v kiu dng nh, p trong khi hu ht cc my tnhkhc b cho l cng knh. Iphone c mn hnh cm ng ch khng phi l mt bng nhy ch ci. IPad mng hn so vi hu nh bt k loi my tnh xch tay no khc. Ngoira, my nh, cc tnh nng video, v tnh nng khc u c ngi tiu dng nhgi tt hn so nhng sn phm khc.Vi Jobs, kin quyt bo v quan im ca mnh rngApple khng bao gi cnh tranh trong th trng my tnh thng dng, l cuc uagim gi ti mc thp nht.Bn cnh , Apple khng ngng a ra nhng phin bn mi cho tng sn phm camnh bng cch ci tin t cc th h sn phm trc . C th ly v d nh chic mytnh MAC c gii thiu ln u tin vo nhng nm 1980 v nhng nm gn y, nang tr thnh sn phm bn chy nht mi thi i. MAC c ci tin rt nhiu tkch c, b vi x l cho n cc tin ch m n mang li Khng mt cng ty no trn thgii c th c mt danh sch nhng sn phm vi mt tc pht trin chng mt nhApple.2. Cnh tranh bng gi bn ca sn phm thi im 1990, ngi tiu dng coi Apple l hng chuyn sn xut nhng thit b cngngh le lot ch trang tr m gi th qu t, v dng my Macintosh chng th nocnh tranh ni vi nhng chic my tnh c nhn chy Windows c mc gi r hn nhiu.Nhng gn y, Apple li tn dng quy m sn xut v nng lc hu cn khng ngngtng cao ca mnh cung cp sn phm vi mc gi cnh tranh hn, i li, Apple cnhiu sc nh hng hn i vi gi c ton ngnh.Apple sn sng tn dng ngun qu khng l ca mnh 82 t USD tin mt v chngkhon chi mt vn bi ln: tri chn cc n v cung ng b phn thit b trongnhiu nm lin, ging nh hnh ng hi nm 2005 khi hng ny k tha thun 1,25 tUSD trong 5 nm vi cc nh sn xut bo mt chp b nh chp cho iPod v cc thitb khc ca hng. Bng cch mua trc ton b nng lc sn xut, Apple buc cc i thphi u ln nhau, tranh ginh nhng b phn vn d vn c sn, khin chi ph sn phmca h b i ln.Bn cnh , Apple s dng chin lc tr gi t pha nh mng v i li l mt hpng cam kt s dng dch v khng dy lu di. C th vo nm 2008, chic in thoiphin bn mi iPhone 3G, c Apple bn vi gi ch c 199 USD, sau khi hng nychp thun s tr gi ca cc i tc dch v mng. Cc hng dch v mng tr choApple s tin khng nh cho nhng chic iPhone mi nht (khong 600 USD/chic theoc tnh ca cc chuyn gia), vi mc ch thu li nhun bng cch tri buc khch hngvo cc hp ng mng khng dy.3. Cnh tranh bng ngh thut tiu th sn phm: mng li bn hng, knhtiu th.Steve Jobs chnh l ngi kt ni gia khch hng v nhng nh u t Apple. ngchnh l ngi cng hin nhiu nht cho cng ty v c l cng l gim c iu hnh giinht th gii trong vi thp k tr li y.Mng li phn phiTrn th gii, Apple l cng ty c mi quan h cht ch nht vi cc i l v nhng hngbn l khng dy trn th gii. AT&T l mt trong nhng i tc kinh doanh thn thitnht vi Apple v l hng phn phi iPhone duy nht ti M t nm 2007 n 2011. Applecng dng m hnh ny vi cc i l chu u, Nht Bn v Trung Quc. iu ny cngging vi cc hng bn l trc tuyn. Sn phm ca Apple thu ht ngi mua khithm cc trang web thng mi in t, v tt nhin lm tng doanh s bn hng. Snphm ca Apple c mt trn trang ch ca bestbuy.com v c c v tr cao trong danhsch nhng mt hng cng ngh ca cc nh bn l ln nh Wal-Mart.Jobs cng nhn thy l s khng th kim sot c tri nghim ca khch hng ti nhnghng bn l .

Bi th, xy dng cc gian hng bn l ca ring Apple l la chn ttnht. Ging nh Jobs chau chut li my tnh c nhn v in thoi, ng t du nkhng th xa m trong kin trc, nht l trong m hnh i l bn l. Trc y, cc cahng bn sn phm M c khng gian t tng. a s khng c xem xt, chnh sa tm v nht l khng c u t. N xu x v nh ci gai trong phong cnh chung. Ngcli, cng trnh ca Bohlin v cc ng nghip dnh cho Apple li bng by, lung linh,quyn r, to cm gic hi-tech, sang trng v cn nhiu m t khc c s dng khingi ta m t v chng. tng dng knh trong xy dng ca hng tr nn qu nibt v c o.i l bng knh u tin do Bohlin thit k l Soho, New York (M). Khng gian 2 tngv tng cu thang knh. khng gian trng va n gin, trang nh nhng li va tinhxo, ngh thut, chi tit. Ti gian hng Hamburg (c), cu thang nh bay trong khngtrung v ch c hai u gn chn v nh. n nay, cc gian hng ca Apple c m nhng ni khng th tuyt vi hn nh bn trong khun vin bo tng Louvre Parishay ta nh knh chc tri Thng Hi.D thnh cng, Bohlin v Steve Jobs khng lpli khi lp phng nhng ni khc. Apple Store Thng Hi (Trung Quc) cng nmdi lng t nhng c hnh tr knh un cong v tr thnh mt trong nhng biu tng y.Vi khng gian khong t v nh sng thu ht, cc gian hng ca Apple to chokhch ti thm cm gic thoi mi v thn thin.Thnh cng ca Apple trong lnh vc bn l cng tr nn ni bt khi nhiu hng bn lkhc cht vt. Vo nm 2009, khi doanh thu bn l ton cu gim 2,4%, nh du nm utin suy gim sau nhiu thp k - theo s liu ca hng t vn Customer Growth Partners -doanh thu bn l ca Apple tng xp x 7%. Nm ngoi, doanh thu bn l khng tnh bntrc tuyn ca Apple tng 70% ln 11,7 t USD, chim 15% trong tng doanh thu 76,3 tUSD ca hng, vt xa mc tng trng 4,5% ca lnh vc bn l ni chung.4. Cnh tranh bng cc cng c khc:Thng hiuTrong thi bui m cng ngh ang pht trin vi tc v bo, cc hng sn xut thinhau cho ra mt cc sn phm mi, lin tc chy ua v trang v cu hnh phn cng thApple li chn u t rt k vo yu t thi trang ca sn phm.

Qu tht, khi m cc mn chi cng ngh ang ngy cng tr nn gn gi v gn b vi ngi tiu dng th yu tthi trang trong cc sn phm cng ngh cng l rt quan trng.Thit k ca cc sn phmmang nhn hiu qu to u ht sc bt mt, d nhn v gy n tng mnh i vi bt cngi tiu dng no d kh tnh n u. Bn cnh cn l i ng lm PR v Marketingrt chuyn nghip ca Apple cng gip h lun t du n mnh i vi khch hngLun l ngi i tin phong, dn dt th trngApple cn lun bit dn dt th trng v lun l ngi i tin phong trong vic to ra mtxu th mi trn th trng cng ngh.S xut hin ca iPhone vo nm 2007 bin cngngh cm ng tr thnh mt tro lu.Cng chnh iPad khi ngun cho mt tro lucng ngh khc, l my tnh bng. Lun i tin phong v to ra nhng tro lu mi, chnh l phong cch v cng l l gii cho thnh cng ca Apple.2.1.5 Cc phng php khc:1. i vi nh cung cp vt liu:i vi nhng nh cung cp m mnh chn la, Steve Jobs hon ton t nim tin voh.Vi iPhone, Jobs cho rng mn hnh s trang nh v trng tht hn nu n c lm bngthy tinh. Th nn ng bt tay ngay vo vic tm kim mt loi thy tinh va chc chnva c kh nng chng try xc. Sau ng chn Knh bo v Gorilla ca cng tyCorning Glass pha Bc New York. Cht liu c pht minh t nhng nm 1960 vchc chn mt cch ng ngc nhin, nhng li khng tm c th trng tiu th, do cng ty t b vic sn xut.iu ny khin Jobs bi ri v ng mun s lng knh bo v nhiu nht m cng ty cth sn xut trong vng 6 thng. iu ny gn nh l khng th v h t chi. NhngJobs ng vin: c m, cc anh c th lm c, Hy suy ngh v n. Anh c ththc hin c.Sau khi tp trung ht cc k s, nh khoa hc gii nht cho sn phmny, v tng ca lm vic sut m, h bin n thnh hin thc.Cui cng, mt tin nhn Jobs gi n cho CEO ca Corning Glass vo ngy iPhone ra i:Chng ti khng th lm ra n m khng c bn.2. i vi nh cung cp dch v trc tuyn:Bn cnh , vi iPad v Ca hng ng dng ca n, Jobs bt u tin n tt c miphng tin truyn thng, bc u l t xut bn cho n bo ch.

V vy, Apple tonn iBook store, ni bn nhng cun sch in t theo cch thc m iTunes Store bnnhng bi ht. Mc d vy, vn c mt s khc bit nho nh trong m hnh kinh doanhny.i vi iTunes store, Jobs khng khng rng tt c cc bi ht c bn vi mt ci gikhng h t, ch c 99 cent lc ban u. Nhng i vi cc nh xut bn th h c th tbt c ci gi no h mun cho nhng hng ha ca mnh ti iBook store, v Apple snhn c 30%.Jobs tng t chi cung cp cho cc cng ty m nhc mt m hnh trung gian mi gii vkhng cho php h t ra nhng mc gi ca ring mnh. l bi v ng khng phi lmvy. Apple l mt trong nhng cng ty i tin phong trong vic to ra kho nhc s trctuyn v cho n by gi pht trin rt mnh m.

Nhng vi sch th ng khng th lmth v Apple khng phi l nhng ngi u tin trong vic kinh doanh sch. Trong bicnh nh th ny, iu tt nht i vi Apple l thu ht cng nhiu nh cung cp sch cngnh khch hng v vi iBook Store, c bit l t pha i th cnh tranh Amazon.3. i vi h iu hnh iOS:Steve Jobs c on tin rng Apple nn tch hp h iu hnh iOS vi phn cng camnh, i lp vi Google cho ra mt Android nh mt nn tng m: cc nh ch tophn cng c th s dng min ph m ngun m ca n cho bt k in thoi hoc mytnh bng no m h ang lp rp. ng mun bin Apple l mt nh ci tin h iu hnhkhp kn tuyt vi. Apple khng mun ngi khc t chn ln nn tng ca h khi chac php v ch li ca nn tng khp kn chnh l quyn kim sot.ng cho rng: Android l mt m h ln. N c cc kch thc mn hnh v phin bnkhc nhau, tnh ra l hn 100 hon v. V thc t, do tnh cht l mt m ngun m nhth m phn mm c hi trn Android tng ln chng mt. Vn ny cng tr nnnghim trng hn khi hu ht bt k ai cng c th xy dng v pht hnh mt ng dngtrn nn tng Android thng qua ch ng dng Android Market, iu ny gip cc hackerc th d dng ng ti v pht tn m c ca Android. Trong khi , cc bin php thtcht kim sot ca Google vn cha cho thy c hiu qu.Bn cnh , bi v Apple khng qu ch trng vo phn khc my tnh c nhn, nnhacker cng t khi mt ti ngi dng my tnh Mac, cng nh khng my khi xut hinnhng loi virus c kh nng ph hoi trn din rng dn ti thng tin v cc virus phhoi my tnh Mac t khi b nhc n.4. i vi cc vic pht trin cc ng dng:Thc s th nhng thnh cng ca cc sn phm ca Apple khng ch bi ci hay ca phncng m cn v chnh nhng ng dng ca chng. Tnh n Thng By nm 2011, cti 500.000 ng dng dnh cho c hai thit b Iphone v Ipad, v c hn 15 t lt ti v.Cc ng dng phi thng bt u vi chic iPhone. Ln u tin ra mt vo nm 2007, nkhng c cc ng dng m c th mua t nhng nh pht trin bn ngoi, v ban u Jobs chng li vic cho php h. ng khng mun nhng ngi bn ngoi to ra cc ngdng dnh cho iPhone c th gy ra nhng rc ri, ly lan vi rt cho my, hoc lm h hiv nh hng n s ton vn ca n.Sau , qua rt nhiu n lc thuyt phc t pha cc thnh vin ban iu hnh, ng chophp nhng ngi bn ngoi c th vit cc ng dng, nhng h s phi tun th nhngtiu chun cht ch, c th nghim, kim tra v thng qua bi Apple, v ch c bnqua iTunes store. l mt cch thu c li th t vic cho php hng nghn nh phttrin phn mm trong khi vn gi li s kim sot bo v cho s ton vn ca iPhonev s n gin ca nhng tri nghim khch hng. Thng Su nm 2011, Apple chi tr2,5 t -la cho nhng ngi pht trin cc ng dng.2.2. Thnh cng ca Apple:Thnh cng ca iphone: 29/6/2007, iPhone, chic in thoi lm c nhn xt l thayi c lch s ca qu trnh pht trin smartphone c Apple trnh lng. Sau 4 nmtrnh lng th Iphone t c nhng thnh cng ngoi sc tng tng. Trc khi chora mt Iphone th Apple ch c bit ti vi cc sn phm my nghe nhc mp3 v vicquyt nh u t nghin cu v cnh tranh th trng Smartphone b t rt nhiunghi ng v s thnh cng ca n. Tuy nhin sau 4 nm xut hin th c th nhn xt rng,quyt nh u t nghin cu, cho ra i Iphone l mt quyt nh mang mang ti thnhcng cho Apple hin nay. Sau 4 nm ra i ca Iphone, Apple qua mt hng in thoidi ng k cu l Nokia tr thnh nh cung cp Smartphone hng u th gii chongi dng c nhn.

Trong qu II nm 2011, c 20,3 triu chic Iphone c bn rachim 19% th trng Smartphone ca th gii ( ngun Canalys) ng th 2 trn th trngth gii sau Android 48% v ng trn Nokia.Thnh cng ca Ipad: Ipad c Apple tung ra th trng vo ngy 27/01/2010 nhmvo th trng my tnh bng. Thc t th Apple khng phi l hng u tin nhm vo thtrng my tnh bng y tim nng ny, Microsoft mi l hng i tin phong trong vicchinh phc th trng ny. Tuy nhin Microsoft gp tht bi ln trong vic i tinphong ny. Rt c ra nhng kinh nghim t sai lm ca Micosoft, Apple chun b klng, chu o trc khi tung ra sn phm ca mnh. Nh Apple t c nhngthnh cng kh tin i vi Ipad trn th trng my tnh bng y mu m trong giai onhin nay. Ipad hin nay chim ti 70% th trng my tnh bng vi khong 50 triuchic trong nm nay v c th xem nh l v i trn th trng ny. S thnh cng caIpad cn c th hin mt im l hng chim th phn ln th 2 trn th trng mytnh bng l Amazon vi sn phm Kindle Fire ch chim 14%, trong khi sn phmc qung co rm r trong thi gian gn y l Galaxy Tab ch chim 4,8% thtrng. S vt tri ca Ipad so vi cc sn phm my tnh bng cn li cn th hin chnu xp Ipad vo hng ng PC th Apple tr thnh nh sn xut my tnh ng th 4 thgii ch sau cc i gia nh HP, Dell, LenovoThnh cng ca Ipod: Ra i thng 10 nm 2001 iPod thc s m ra k nguyn thit bin t tiu dng k thut s cm tay, nh Walkman lm iu tng t vi m thanhanalog. Ch trong 10 nm, iPod tr thnh biu tng cho my chi nhc cm tay, dApple khng phi l hng u tin a ra sn phm dng ny. iPod khc phc c cchn ch ca cc sn phm hin c trn th trng: kh nng lu tr ln hn my chi nhcMP3 thng thng, s dng FireWire cho tc chuyn nhc nhanh hn nhiu cng USB12Mbps cc sn phm khc ang dng.Bn cnh Ipod cn c ngi s dng bi vphong cch thit k ca n mang tnh biu tng cao, khng rm ra m mang tnh chcchn.y l iu c bit cn thit i vi cc thit b nghe nhc di ng. Ngoi ra, phncng v phn mm (iTunes) gip s dng iPod d hn bt k i th no. V ch trong thigian rt ngn, iPod thng lnh phn khc th trng my chi nhc k thut s vikhong 70% th phn t nm 2006 v gi vng v tr dn u trong dng sn phm nghenhc gii tr t ti nay vi hn 70 triu chic c bn ra.3. BAI HOC RUT RA:3.1 Phng php tc ng ln con ngi:Con ngi lun l ct li ca mi vn , vn v con ngi lun c cc nhqun tr phn tch v xem xt di ngiu gc khc nhau, n c th a n thnhcng hay tht bi ca mt cng ty. V c bit Vit Nam, qun tr con ngi vncha c ch trng ng mc.Hin nay, cc DN Vit Nam trung bnh ch s dng khong 40% nng sut cangun nhn lc m h ang s hu v t l ny cn kh l gii hn na nhmnhn vin khi vn phng. Nguyn nhn ca vn ny c bn nm s yu kmv cng tc qun tr ngun nhn lc. Nhng kh khn v hn ch ch yu m phnln cc DN Vit Nam hay gp phi nh l:- Nhn thc cha ng ca nhiu cn b lnh o, nhn vin v vai tr then chtca ngun nhn lc con ngi v qun tr ngun nhn lc i vi s thnh cngca DN.- Trnh chuyn mn k thut ca ngi lao ng cha cao, thiu cn b qun lgii v cc chuyn gia v qun tr ngun nhn lc.- Nhiu DN ri vo tnh trng tha bin ch. Cng lc cc DN phi gii quyt tnhtrng thiu lao ng c trnh lnh ngh cao nhng li tha lao ng khng ctrnh lnh ngh hoc c nhng k nng c o to khng cn ph hp vinhng yu cu hin ti, dn n nng sut lao ng thp.- Nhiu DN hiu qu sn xut kinh doanh thp, thu nhp ca ngi lao ng thp,nh hng su sc n i sng, nhit tnh v hiu qu lm vic ca ngi laong.- thc tn trng php lut cha cao, lut php c thc hin cha nghim minh.- Cha c tc phong lm vic cng nghip.- Cha xc lp c quan h bnh ng, hp tc gia ngi lao ng v ch doanh nghip.- Mt s quy ch v nh gi, b nhim, khen thng, k lut, cho ngh vicchm ci tin, khng cn ph hp vi iu kin kinh doanh mi ca DN- Nhiu DN cha ch trng u t vo ngun nhn lc c li th cnh tranh caohn.T vic tm hiu phng php qun tr ca Steve, chng ta c 1 s gii php vcon ngi cn hc tp:+ T chc li cc phng ban cho hp l, cc phng ban c quan h cht ch vinhau, lm cho b my gn nh, t tn km chi ph.+ Phn cng ng ngi, ng vic, chn ngi c nng lc. Mt nc nhVit Nam, nng v vn con ng chu cha, v a phn ch trng v s lnghn cht lng con ngi, nn chy mu cht xm cng thng xuyn din ra,v vy mt doanh nghip mun mnh v pht trin bn vng, phi ch trnghn v vn nhn s, ngun nhn lc, o to.+ Tm hiu, lng nghe, thu hiu v gii quyt nguyn vng ca nhn vin, cn cao vai tr ca nhn vin, khen thng v x pht cng minh. C ch khen thng, i ng nhn ti, ngi c ng gp vo qu trnh pht trin cacng ty. Nh vy mi khuyn khch kh nng sng to cng nh nng cao trchnhim, nng lc lm vic ca nhn vin.+ Khuyn khch nim am m v khi ngun sang to ho nhn vin.- L nh lnh o, phi bit v thu thp y thng tin, khng phng on a ra quyt nh nhanh chng v chnh xc, Tin hnh mt cuc iu tra klng v tnh hnh cng ty v a ra nhng quyt nh da trn nhng thng tinthu thp c, khng phi bng linh cm. iu ny rt kh khn nhng lichnh xc._Steve Jobs- Trao di, tip thu, hc hi kinh nghim v nng cao nng lc lnh o ca nhqun tr.Xy dng mt vn ha tn trng gia v tr qun l v cc c nhn khctrong nhm :+ Bi v cc v tr qun l cng l cc k s gii, am hiu cc nn tng cngngh, khng c s phn bit gia ngi qun l v cc v tr bn di. Do , to dng mt s tn trng gia h. "Sp ca ti l mt k s ti Apple 10nm trc khi ng y tr thnh sp, iu ny khin cho ti mun lm vic (thm ch lm vic chm ch hn) gy n tng vi ng y". S tn trng tuy l nh, nhng l mt yu t chnh to nn s thnh cng ca Apple.- Trong khi Vit Nam hin nay, vn cn tn ti tnh trng c n chc quyncp trn nhng khng xut pht t s tn trng m l s s st, v t dnn vic khng tp trung cng hin ton b sc mnh cho cng vic gpphn vo s pht trin v xem sp nh 1 tm gng nhm phn u. Ni icng phi ni li, v sao nhn vin li khng tn trng cp trn tht s, c phichng mt phn li cng xut pht t cp trn, h lm dng quyn lc hayh thiu quan tm gip nhn vin cp di Tt c nhng iu ny vn cntn ti u trong cc doanh nghip, cng ty Vit Nam. Nh vy, cn xydng li mt vn ha tn trng ngay t nhng con ngi l lnh o cp caocho n v tr thp nht trong c cu t chc. Lm th no thc hin ciu ? Cc doanh nghip phi mnh tay hn trong cng tc o to chuynmn ln vn ha cng s, hc hi phng thc qun tr ca cc cng ty ncngoi, sn sng thay mu nhng v tr quan trng nhng c tiu ccTh thch pht trin.- Ngi qun l thng thch thc v giao nhng nhim v kh hn khnng ca mt c nhn. Nhng nh vy h c hc hi nhiu hn. Apple thcs lm rt tt vic pht trin v cho nhn vin nhng kh nng h cn cngpht trin vi cng ty. Vit Nam, mt s lnh vc cng tip thu iu nynhng c chng cch thc o lng v kh nng ca mt c nhn cha chnhxc hay tht s con ngi Vit Nam cha thot khi sc ca bn thn v thiui nim tin thc hin nhim v kh hn sc mnh. in hnh nh ti ccngn hng hin nay, ch tiu d n huy ng v tn dng giao cho cc nhn vinkinh doanh c cho l rt cao i khi l khng tng v n cui nm khingn hng nh gi th vic khng t ch tiu li l iu rt bnh thng giacc nhn vin, nu ai ch cn t ch tiu ch khng cn vt th cxem l phi thng lm ri. Bi gii cho bi ton kh ny l cn cung cp ccbui hi tho v pht trin bn thn xy dng nim tin, khi c nim tinvng chc th cc nh qun tr hy to iu kin tt nht cho nhng nhn vinny th hin kh nng ca mnh, ng thi l s tin tng v st cnh cng h.Deadlines l cc k quan trng.- Mt khi nim khng mi nhng c v vn cn xa l vi ngi Vit Nam.Chng ta cha thc s bin n thnh thi quen, ch yu l s i ph, hoclun ngh ra nhng l do bin h cho mnh. Ti Apple, deadlines l iutuyt i cn c thc hin, v h khng c php chm tr. Khng bao gipht hnh mt sn phm m khng ng vi tiu chun cht lng ca Apple.H c tuyt chiu no hay sao? Khng, h cng nh chng ta, ch l k nngqun l thi gian, tun th k lut tt hn chng ta, l thi quen ca hngay t nh. V d, khi ta cn nh i hc, c gio giao bi tp v c hn np binhng c bao nhiu ngi i st n hn np mi lm, dn n vic khnghon thnh hoc hon thnh khng tt thng xuyn din ra. Vy cn b sungthm cc kha hc v pht trin bn thn v k nng phc v cho vic hc tkhi ta cn nh. Nn a cc mn hc ny vo chng trnh gio dc v hin ticc kha hc ny vn cn kh t, khng phi ai cng tip cn c.3.2 Chin lc v sn phm:- Lun tm hiu th hiu v nhu cu ngi tiu dng k c khi khch hng chanhn ra nhu cu , kho st th trng hin ti v tng lai to ra sn phmthu ht, p ng v lm hi lng khch hng.- Ci tin cng ngh k thut, theo kp thi i sn phm khng li thi- Cng tc qun l cht lng cng nh gi thnh sn phm cng phi c chtrng, thc hin cc chin lc v gi cng nh cc chng trnh qung b snphm n ngi dung.- La chn, thuyt phc, hp tc vi cc nh cung cp ngun u vo cht lngv gi thnh tng i.- Bit r th trng, i th cnh tranh, im mnh v im yu ca doanhnghip mnh a ra nhng chin lc kinh doanh ng n.Khch hng khng phi l Thng :- Khi c hi liu ng c nghin cu k xu hng v th hiu ca ngi tiudng trc khi cho ra i iPad, Steve Jobs tr li: Khng, chnh nhng ngitiu dng cng khng h bit h mun ci g. khng phi l cng vic cah. Bn khng th hi khch hng mun ci g v sau c gng cung cp choh ci m h mun. Vo thi im m bn ch to xong sn phm m khchhng yu cu, h li mun mt ci g mi hn.- Tuyn b y kiu ngo ny tri ngc vi ch ngha t bn vn coi khchhng l Thng v cc cng ty cnh tranh vi nhau nhm tha mn s thchca cc v thng ny. Cuc i ca Steve Jobs chng minh rng th trngl ni sng to, nh hng th hiu ca ngi tiu dng, ch khng phichy theo s thch ca h. Nu c mt v lnh o doanh nghip no tr thnhnh tin tri v nh hng c th trng, ngi chnh l Steve Jobs.- Ngoi vic thit k sn phm c o i trc thi i v nh trng tm l,vn ha ca ngi tiu dng, Steve Jobs cn tung ra nhng th thut tip th tobo. Apple lun a ra mt lng sn phm mi hn ch, to ra tnh trng khanhim v khin khch hng thm kht cc . Chin lc tip th ny qu l mtcon dao hai li v kh mo him, v ngi tiu dng thiu kin nhn c thchuyn sang mua sn phm ca i th cnh tranh m khng cn phi mimn ch i sn phm ca Apple.- Ngoi s hiu bit thu o v k thut, logistics v chui cung ng, Steve Jobscn c s t tin v khn kho ca mt nhc trng bc thy trong vic thc thichin lc tip th ny. ng bit rng m ngi tiu dng i kht kia skin nhn ch i mn c sn ca Apple ch khng chu lt bng bngnhng sn phm km cht lng so vi qu to cn d.- Khi Steve Jobs t chc ri nhng ng vn cn li cm nan cho Apple ving i nc bc trong khong 4 nm sp ti.Hy lm ch thng ip- Khng phi tt c cc sn phm sng to di thi ca Jobs u chim lnh thtrng, nhng ngi tiu dng vn sn sng tip nhn chng. iu ny mtphn l bi Jobs lun to c s b n xung quanh cc sn phm ca mnh, nthi thc s thm mun ca khch hng khi sn phm ra mt.- V mi khi ra mt, Jobs lun c gii truyn thng xng tng l mt doanhnhn din thuyt hay nht th gii. Vi khiu trnh by bm sinh, ng c thbin mn ra mt sn phm mi thnh bui trin lm ngh thut. Do vy, d bn c trong tay sn phm u vit nht th gii m ngi ta lhoong c hng th vi n th cng chng c ngha g.

Hng apple mi y tung ra mt cp nht phn mm cho php khc phc tnh trng hao pin ca in thoi iphone 4s, sau khi li ny gy nn mt ln song ch trch t pha ngi tiu dung v gii ph bnh trn ton cu. Tuy nhin, phi mt my tun, Apple mi chu tha nhn lihao pin phin bn iphone i mi nht. Cha k, li ny ch l mt trong nhiu li iu hnh khc lin quan ti h iu hnh ios 5. Cu hi t ra liu thc t ny c nh hng xu ti uy tn ca Apple? Ngi tiu dung liu c t b sn phm ca Apple n vi sn phm ca cc hng i th? Hay nhm PR ca Apple c lo s? ... Cu tr li cho tt c cacs cu hi ny l khng. Theo t fobers, mi khi sn phm ca Apple c vn , ngi tiu dung li c thi tha th v kin nhn ti mc kh tin. H hiu rng, nhng vn sn phm i khi c th xy ra v h s tip tc mua hng ca Apple bt chp nhng li c th c. Nhng v u m Apple li ginh c long trung thnh ln ti vy? Cu tr li ca Fobers nm v tr CEO qu c ca hang ny, huyn thoi cng ngh steve jobs, Apple la Steve jobs la Apple. Ngi tiu dung c cm gic ging nh h c mi quan h c nhn vi Apple, v Steve jobs chim mt v tr trong tm tr h. c bao nhiu sn phm cng ngh Vit Nam lm c nh vy, cu tr li l cha. Nhng trn th gii th cng u nhiu sn phm lm c nh vy. iu chng ta cn l hc hi s nhit huyt v truyn cm hng s dng mt sn phm cng ngh no n khch hng thng qua ngi i din. Mt nh qun tr gii hay mt chin lc marketing quy m, h thng phn phi tt cng l cha , l iu Steve jobs chng minh, cn c mt ai c tm huyt vi chnh sn phm , gii thiu n ngi tiu dung. V lc ny s gn gi cm nhn gic con ngi r nt hn, xa nha ranh gii gia 1 cng ty v cm v con ngi.

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