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NH HNG TP TRUNG TNG LAI CA CTY CC BN PH THUC VO IU NY Tc gi: AL RIES Ngi dch: Thi Hng Tm ***

LI NI U

Sau nhiu nm hot ng v nghin cu cc cch ng dng marketing, ti nhn thy v nhn ra tm quan trng ca vic nh hng tp trung trong cc t chc kinh doanh v y cng chnh l l do c mt ca cun sch ny.

Cun sch ny tp trung vo cc muc tiu thc t ca qu trnh marketing, mt qu trnh khng ch bao gm vic bn mt sn phm hay mt dch v m cn l xc nh mt tng lai cho hot ng ca cc t chc na.

Cng vic chnh yu nht ca ban qun tr mt cng ty l xc nh mt tng lai cho t chc ca mnh. Khng ch l mt tng lai tng qut m l mt tng lai chuyn bit nm trong tm kim sot ca cc t chc kinh doanh. nh hng tp trung l mt tng lai c d kin v ri ln k hoch, i nhng bc cn phi c to tng lai ny thnh hin thc.

Tng lai l ni hnh thnh ca cc ch marketing.

Mi t chc kinh doanh u ch c hai chc nng cn bn, Peter Drucker vit, marketing v sng to t ph.

Marketing l mt chc nng c o v c trng ca vic kinh doanh, Peter Drucker vit tip. Cng ty kinh doanh l mt t chc hon ton khc bit so vi cc loi t chc khc v t chc ny marketing cho mt sn phm hay mt dch v no . Khng c mt tn gio no, qun i no, trng hc hay quc gia no lm iu ny nh mt cng ty kinh doanh. Bt k mt t chc no tip th cho mt sn phm hay mt dch v no u l mt cng ty kinh doanh. Bt c mt t chc no m cng vic marketing ch l mt yu t ph trong s pht trin u khng nn c iu hnh theo kiu ca mt cng ty kinh doanh.

n lc m marketing phi c chp nhn nh mt gi tr quan trng m n xng ng. D nhng li trn c Peter Drucker vit ra trong cun The Practice of Management pht hnh ln u t nm 1954, nhn thc ny phi mt mt thi gian mi thm nhp c vo h thng thc lnh o ca cc cng ty M. V cn phi mt thm mt thi gian khng ngn na mt t chc mi c th thay i c nhn thc ca mnh v marketing.

Sau Th chin I, mi cng ty u tp trung vo vic sn xut. Ngh thut qun tr c th hin theo cc nghin cu v thi gian v s vn ng ca Frederic Taylor. Thnh cng kinh doanh ch n vi nhng cng ty no c th sn xut v nhanh chng a sn phm ca mnh ra th trng nhanh hn v vi chi ph thp hn cc i th.

Sau Th chin II, s tp trung trn chuyn dn sang vi cc mi trng ti chnh. Ngh thut qun tr lc ny c th hin di khi nim thu ht u t. Thnh cng kinh doanh lc ny li n vi cc t chc c kh nng mua bn cc cng ty kinh doanh ca mnh tt nht, th hin c s tp trung v thu ht u t cao nht.

Ngy nay, kh nng sn xut v qun tr ti chnh hon tt bc pht trin ca chng v s tp trung ngy nay l thuc v marketing.

Nhng Bill Gates ca Microsoft, Bert Roberts ca MCI, Ross Perot ca Perot System, Sam Walton cua Wal-Mart, Mike Harper ca ConAgra, Fred Turner ca McDonalds, Michael Eisner ca Walt Disney, John Smale ca Procter & Gamble, Robert Goizueta ca Coca-Cola v Roger Smith ca General Motors c


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im g chung?

Ai cng bit nhng ngi ny l mt s trong nhng gim c iu hnh c phch ca th gii trong mt hai thp nin va qua. ng vy nhng tt c nhng ngi ny cn c tn trong danh sch Nhng Ngi lm Marketing ca nm do tp ch Advertising Age bu chn trong thi gian t 1985 n 1994. (nm 1995, Michael Eisner li mt ln na c chn vo danh sch ny).

Advertising Age nhn thc c thc t ca vic kinh doanh ngy nay. Tng gim c iu hnh cng chnh l tng gim c marketing! Marketing ngy nay l mt cng vic qu quan trng i vi cc b phn marketing, David Packard, ng sng lp Hewlett-Packard, ni th.

ng ni nht l s thnh cng trn c tuyt vi ca Microsoft. Sau y l nhng g m Lou Gerstner ca IBM phi ni v Bill Gates v Microsoft, i th ca chng ti khng h l mt cng ty c k thut cc tt nhng h l mt cng ty marketing tht tuyt vi m ti tng c chng kin sau hai mi nm ln ln trong ngh marketing.

Bn c th ngh g v vic mt ngi lm marketing li vit sch v qun tr? Mt cu hi ng gi.

Nhng cu hi mt nh qun tr l ngi th no? cn l mt cu hi ng gi hn na.

V cu tr li l: mt ngi lm marketing c kh nng c cc vn bn kt ton v cn i chi ph.

GII THIU

Mt tri l mt ngun nng lng khng l. Mi mt gi, mt tri xung tri t ny hng t t kilowatt nng lng. Vi mt ci nn v mt vi vt dng che chn, bn c th tm trong nng mt tri nhiu gi lin m khng h phi e ngi bnh tt.

Tia laser ch l ngun nng lng nh b, ch tiu th c vi watt nng lng nhng vi s tp trung c nh hng, tia laser c th xuyn thng mt ht kim cng hay t b mt mm mng ung th trong c th con ngi.

Khi bn nh hng tng lai cho mt cng ty, bn cng ang to thnh mt tc ng tng t nh tia laser. Bn ang to thnh mt kh nng y sc mnh chi phi mt th trng. l kh nng ca s nh hng.

Khi mt cng ty mt i kh nng nh hng tp trung, n nh m i sc mnh ng gi ny. Cng ty tr thnh mt mt tri ang chia nh ton b nng lng ca n ra cho qu nhiu sn phm v th trng khc nhau.

Trong vi thp nin gn y, v s sn phm v dch v c tung ra trn cc th trng. S pht trin nhanh chng ca k thut v kh nng sn xut em li cho ngi tiu dng hng ng cc loi sn phm v tt c gn nh lun sn sng khp mi ni. V i ph vi vic ny, cc cng ty m rng cc ging sn phm ca mnh n ht mc c th.

Nhng cc cng ty khng th c m rng mi cc ging sn phm ca mnh c. H t n ch khng th khng ngh li. H lng tng trc vic phi qun l mt b su tp cc sn phm v dch v qu to ln v phc tp, hiu lc mt dn cng lc vi nhng li th cnh tranh.

Cc cng ty tr thnh nhng ng mt tri khng l v sc nng ca nhng mt tri ny cng gim thiu tng ng vi s bnh trng ca chng. Trong s nhng mt tri c c nhng tn tui nh General Motors, IBM, Sears, Roebuck

Mt tri khng th nh hng tp trung cho ngun nng lng ca n nhng cc cng ty th hon ton c


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th! V y chnh l thng ip ca cun sch ny. n lc pht trin sc mnh tht ca mt cng ty bng cch thu hp v tp trung s nh hng li.

May mn thay, mt s tng gim c iu hnh nhn c thng ip ny v ngay c n ngi khng l General Electric cng phi ngng vic m rng ca mnh li. H phi bn i mt s cng cuc kinh doanh chnh ca mnh nh my tnh, thit b truyn hnh, v.v

Nhng g bn ang nhn thy ch l nhng phn ng buc phi c trc s m rng qu . Thay v tip tc m rng, cc cng ty ang i theo hng ngc li. H quay tr li vi nhng g l cn bn ca mnh. H hc c bi hc ca tia laser nh hng tp trung nh th no.

V cc bn cng khng th khc. Tng lai ca cng ty cc bn ph thuc vo iu ny.

1- S MT NH HNG TP TRUNG CA CC CNG TY M

Cc cng ty ni chung u chu chung mt tc ng nh nhau. Pht trin.

Cc cng ty u buc phi tng trng mi lc v li nhun hng nm cho d h ang phi hot ng trong nhng th trng khng cn c kh nng pht trin. p ng cho yu cu bt buc ny, cc cng ty cng buc phi m rng cc cung ng ca mnh. Thm nhp vo cc th trng mi. Tip nhn thm cc cng ty v sn phm khc na hay chp nhn lin doanh.

Cho d bn c gi qu trnh m rng ny l m rng ging sn phm, a dng ha hay cng lc th cng ch l mt qu trnh, s thc p phi ln mnh l nguyn nhn lm cho cc cng ty mt s nh hng tp trung. V cng chnh l l do khin cho cc cng ty nh IBM vi tng doanh thu 63 t USD / nm vn phi chu l 8 t v General Motors vi 133 t vn phi chu l 23 t.

Cho d yu cu phi ln mnh ln l tt yu nhng vic theo ui s ln mnh ch c xem l ln mnh r rng l mt sai lm chin lc nghim trng. V ng nhin phi c nhng tng gim c iu hnh b a ln gin gio tr gi cho nhng sai lm chin lc do chnh h to nn ny. Trong s ny c nhng ci tn nh: James Robinson American Express, John Sculley Apple, Barry Gibbons Burger King, Rod Canion Compaq, Robert Stempel General Motors, John Akers IBM v cn nhiu na.

Khng ch v theo ui s pht trin m cc cng ty tr nn mt nh hng tp trung. T thn vic mt s nh hng tp trung l mt hin tng t nhin hnh thnh khng dnh g n cc n lc c nh ca mt cng ty.

Mt cng ty thnh cng thng khi u vi s tp trung cao vo mt vi sn phm hay th trng nhng qua thi gian h mt i s tp trung ny khi bt u cung ng qu nhiu cc loi sn phm v dch v khc nhau nhiu mc gi cho nhng th trng loi.

Bn chc c th ang lm vic cho mt cng ty tng t. Mi vic pht trin thun li trong thi gian u v nhng sn phm hay dch v u tin l nhng thng li ln. Cng ty bt u c nhng d kin ln lao cng vi gi c phiu c vt nhanh nh ha tin. Nhng thnh cng cng cng lc mang li nhng c hi mi v kh nng m rng ra nhiu hng mi. Mi ngi u hng phn vi ngh ri y ta s cai tr c th gii.

l mt kch bn tng xy ra vi General Motors trong thp nin 60, vi Sears trong thp nin 70, vi IBM trong thp nin 80 v vi Microsoft trong thp nin 90.

Sau mt thi gian, mi vic bt u ri rm. iu tng chng l mt th gii nhng c hi bng bin thnh mt v tr nhng vn ! Nhng mc tiu khng t. Mi lc ng chng. Li nhun tut dc v uy tn tht thng.


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NH HNG TP TRUNG (Bi 3)

Cc nghin cu v cc cuc tip nhn v gii th ca cc cng ty ni trn cng nh ca nhiu cng ty khc na cho thy chu k mua ri bn ny thng tn ti khong su nm. Su nm l mt thi gian di mt cng ty c th chp nhn sai lm ca mnh. V su nm cng l mt thi gian nhng ngi b vn u t ngui ngoai i nhng tng cng lc k v ng nh y ha hn cho mt tng li pht trin ln mnh khng tng khi cc cuc tip nhn c tin hnh.

Nu chu k ni trn hon tt vi nhng tc ng tch cc c c trn cc mt trn quan h cng lun, thng bo gii th tr v vi nn tng s nh ng c s ch ca gii bo ch cng nh truyn thng tng t nh khi cc thng bo tip nhn c cng b.

D sao, mt s cng cuc a dng ha c cc cng ty ln thc hin nhn chung tht ng nc ci. Ngy 7 thng Mi Hai 1985, Lee Iacocca khai trng mt cng ty Chrysler hon ton mi, mt cng ty m m vic sn xut xe ch cn l mt lnh vc hot ng trong ton th m thi. Chrysler tr thnh mt tp on vi bn cng ty con: Chrysler Motors, Chrysler Aerospace (Gulfstream), Chrysler Financial v Chrysler Technologies.

Vo thi gian , cng ty cui cng Chrysler Technologies- hu nh ch l mt cng ty trn danh ngha bi Iacocca khng mua thm mt cng ty no khc lp y hot ng ca cng ty ny. Nhng khng bao lu sau, Iacocca nhanh chng bt u mt cuc ua tip nhn cc cng ty cng ngh cao vi tng vn u t ln n hng t la.

Sau ny Iacocca phi th nhn, cng cuc a dng ha Chrysler l mt sai lm ln nht c thc hin. Chng ti khng cn phi tr thnh mt tp on, iu s v a chng ti tr thnh mt cng ty hng siu nng. Nhng nu chng ti lc hng bn bit , t n nay c khng bit bao nhiu cng ty cng lc hng- chng ti cn phi nhanh chng nh hng tp trung tr li.

Ford Motors Company cng khng hn g, cng ty ny cng tri qua cng mt bi hc tng t. Tng gim c iu hnh Donald Peterson quyt nh l Ford phi tr thnh mt cng ty m vi ba cng ty trc thuc. Mt l cng ty sn xut xe hi, tt nhin. Th hai l mt cng ty ti chnh v th ba l mt cng ty cng ngh cao. ng Peterson tp trung mnh vo cng ty ti chnh vi vic tip nhn ba cng ty ti chnh ln khc vi tng chi ph 6 t la trong qung thi gian t 1985 n 1989. V ng nhin vi nhng kt qu chng ra g.

Mong mun tr thnh mt cng ty m khng ch l c quyn ca cc cng ty khng l. Cc cng ty nh cng khng d g thot khi cch suy ngh tng t. Khi doanh thu ca h t n mt con s tng i ln, trn di 10 triu la/nm, mt cng ty nh cng thng bc n cui con ng pht trin ca mnh v tr thnh mt nh hng tp trung.

Ci ngng mi triu l thi im m thng cc ch doanh nghip cm nhn l cng ty ca h tr thnh qu ln v cn phi trao bt quyn iu hnh li cho ba hay bn nhn vt ch cht khc na. V kt qu: mi mt ngi s iu hnh phn hot ng ca mnh theo mt hng ring.

cng bng hn. Ti cng nhc n y trng hp ca siu tp on General Electric, mt cng ty m hn mt phn ba tng s li nhun trc thu ca h n t cng ty con GE Capital. Vn l, c phi ngi nh quyn lc ti chnh 20 t la ny hng li t mi lin h vi GE hay khng? Hay thnh cng ca t chc ny l hon ton c lp? Ti ngh l vic hai thc th c lin h vi nhau khng bt buc l chng phi c nhng mi quan h nhn qu vi nhau.

Mua mt t v s vn lun l mt chin lc cha nh bi bi hu ht nhng ngi mua u s mt khng s tin b ra ca mnh. Nhng ngay mt chin lc tht bi nh vy cng vn c nhng ngi chin thng ca n. GE Capital d sao cng l mt cng ty thnh cng cho d n c c hnh thnh t mt chin lc a dng ha tht bi.

D sao chng na th nhng thnh cng trong qu kh cng khng h bo m cho ai nhng thnh cng


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trong tng lai, c bit l khi bn ang theo ui mt chin lc tht bi. Ti khng ngh l GE Capital s tip tc gt hi c nhng thnh qu phi thng.

V lu v di, khng c ch cho s may mn y, thnh cng l thuc v cc cng ty th hin s nh hng tp trung cao nht v nhng cng ty no mt nh hng tp trung s phi lnh nhn ly s phn ca nhng k thua cuc. Nguyn l ch o, yu t cn bn s nh hnh mi quyt nh ca mt cng ty, l nguyn l ca s nh hng tp trung.

Nu s nh hng tp trung l qu quan trng nh vy, ti sao li c qu t cc cng ty c hng li bi nguyn l ny? Sao gn nh hu ht cc cun sch v qun tr u khng my quan tm n s nh hng tp trung ny? V sao nguyn l ch o ny u b tt c cc tng gim c iu hnh xem thng hay thm ch lm ngc li?

C nhng lc, iu kh nhn bit nht li thng l nhng g r rng nht nh c Edgar Allan Poe kch ha trong cun sch The Purloined Letter ca ng. V iu hon ton minh bch, r rng vi mt ngi quan st ngoi cuc v hu ht cc t chc kinh doanh ngy nay l mt tin trnh dn d, ngy qua ngy v khng thay i i n ch mt nh hng tp trung. Bn c th gi l mt trt t hay g g ty , mt nh hng tp trung ang l mt thc t ca cc t chc ngy nay. V ti ca cun sch ny l phi lm g vi thc t ?

V tnh trng ny cng ti t hn v cc cng ty ang n lc mt cch hon ton thc tr thnh mt nh hng tp trung! Nghe tht v l nhng ng l s tht. Chng ta c th gi qu trnh ny l m rng ging sn phm, hay theo t ng bt t ca cc nh t vn qun tr, m rng c phn thng hiu. M rng ging sn phm l l do th dai dn n s mt nh hng tp trung ca cc cng ty M. Mt thc t vn ang hin hu cho d c nhng du hiu c mn.

Cha mt ai tng m rng c phn thng hiu cho bng Donald Trump. Vo thi gian u, Trump thnh cng vi con ng ca mnh. Donald bt u m rng hn na v t ci tn ni ting ca mnh vo bt c mt th g m cc ngn hng chp nhn v cho ng vay vn. Ba sng bi, hai khch sn, mt hng hng khng, mt trung tm mua sm, mt i bng v c mt vng ua xe p.

Tp ch Fortune gi Trump l mt nh u t nhy bn vi tin mt v gi tr ti sn, mt ngi lm marketing khn ngoan, mt ngi m phn gi ranh mnh. C Time v Newsweek u chn hnh nh ca ngi n ng ny lm hnh ba cho cc tp ch ni ting ca h. V hm nay, Donald Trump l mt con n ngp u vi nhiu chc triu La khng th thanh ton. iu em ng n vi nhng thnh cng nht thi ni trn cng chnh l iu y ng xung vi tht bi v lu v di m rng ging sn phm!

Tht bi tng t cng tng xy ra vi Sir Freddie Laker vo nm 1977 khi hng hng khng Laker Airways gii thiu dch v Skytrain (xe la tri) vi th trng Bc i Ty Dng. Mt hnh thc dch v bay gim gi i vi thc n v cc dch v ph khc. Dch v Skytrain c n nhn nh mt hnh thc vui m r i vi ngi dn Vng quc Anh. Hai nm sau, Laker bt u gii thiu thm cc dch v ph khc na.

Sau cng, Sir Freddie cung ng thm tt c l nm loi hnh dch v c tnh ph ph tri khc na bao gm mt dch v cao cp Regency hon ton nhm vo mc ch tng thm li nhun. lm cho hnh nh ca mnh phc tp hn na trong con mt ca ngi tiu dng, Business Week vit, nhng dch v mi ca Laker Airways lm tng thm chi ph vn chuyn v hy hoi mt tnh n gin vn c ca tng xe la tri nguyn thy.

t r thi chinh phc th gii ca mnh, Sir Freddie t thm mi chic Airbus A300 v m thm nhiu tuyn bay Lin Chu u khc na bao gm qu bom tn ni lin ba mi lm thnh ph Chu u. Ngay trc khi ph sn vo nm 1982, ng ny vn cn kp gii thiu tuyn bay Globetrain vi ng bay vng quanh th gii v l mt bo m cho tnh cnh tranh trong phn trng yu ny ca h thng vn chuyn hng khng th gii.


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Trong lc danh ting ca Sir Freddie Laker bt u tn Bc Thi Bnh Dng, Don Burr li gii thiu mt hng hng khng phi ph ph Bc M. Hng hng khng People Express ni ln vo ma xun nm 1981 vi gi v thp v nc ngt, s c la phc v gn nh min ph.

B hp dn bi gi v r, ngi ta ua nhau n vi hng hng khng mi m ny. People Express l mt thnh cng tc thi vi tng ng st hng khng c chp nhn rng ri. C phiu ca hng hng khng ny c tung ra th trng chng khon vo nm 1980 vi gi 8,5 USD nhanh chng tng ln thnh 50 USD sau ch ba nm hot ng.

V Don Burr cng nhanh chng i bc m rng ng nh c th d on c bao gm vic m rng vi v cc tuyn ng v lch trnh bay. ng ny mua nhiu chic 747 v bt u m tuyn bay n London. Nm 1985, Don Burr mua li Frontier Airlines vi gi 300 triu USD v nhanh chng bn li cho United Airlines sau ch mt nm. K t y, ng ny n lc chuyn i hnh nh t mt hng vn chuyn gi r khng ph ph sang hnh nh ca mt cng ty hng khng vi dch v ton phn. Vi cc ng bay nhm thng n mt tng lai ph sn gn nh chc chn, People Express b nut chng bi Texas Airlines vo nm 1987.

Bi 4

Nhng tht bi ni trn xy ra bi Lakker v Burr khng nhn ra rng tn tui thng hiu khng thi l cha cho h c th eo ui mt cuc chi ln hn theo kiu cng ln hn cng hnh phc hn trong lc cn phi mi da v nh bng cho vin kim cng va mi thnh hnh. Ni r hn l trong lc cn phi nh hng tp trung. Ch khi no bn nh hng tp trung cho mt cng ty hay mt thng hiu mt cch nht qun qua mt qung thi gian nht nh no bn mi c th c c mt cng ty mnh m bo m c cho mt tng lai pht trin thnh t.

Cc nguyn tc thnh bi c th c chng minh r rng vi s thnh cng ca tp ch Playboy i li vi s tht bi ca cc sn phm ph ca tp ch ny. Tp ch dnh cho cc ng bn tt nht th gii vi hnh biu tng u th ni ting khp th gii ny Playboy l tp ch bn tt nht ton cu vi hn 3,4 triu n bn mi k l mt ci tn cn ln hn c People, tp ch c li nhun cao nht ca tp on Time-Warner v ng nhin Playboy cng ln hn hn cc tp ch ni ting khc nh Sports Illustrated, Newsweek hay Cosmopolitan.

u l c hi cho cc cu lc b Playboy, sch Playboy, bng hnh Playboy v cc knh truyn hnh cp Playboy? l cn cha ni n cc loi qun o, nc hoa, kim hon, king eo mt v ngay c bao cao mang tn Playboy na! Cng ty Playboy ngy nay do c Christie, con gi ca ngi sng lp Hugh Hefner, iu hnh. C ny th tt c cc th trn m khng t c bao nhiu ng gi l thnh cng. (Cu lc b Playboy u tin c m ra Chicago nm 1960 v cu lc b Plaboy cui cng ng ca vo nm 1986).

Trong su nm cui cng va qua (1990 1996), cng ty Playboy t tng doanh thu 1,1 t USD v phi chu l 6 triu USD. Nhng h vn tip tc con ng m rng ang i. Mi y, Playboy thu cng ty sng to Creative Artists Agency ca Hollywood tm thm cho h cc nh u t nhm tip sc cho cng cuc m rng sang cc lnh vc truyn hnh quc t, sng bi v cc phng tin truyn thng mi.

Tp ch Playboy tn ti bn mi hai nm. V c mt ngi t hi Playboy s hon tt c nhng g nu thng hiu ny c nh hng tp trung ng nh mt tp ch. V h t c nhng g khi gii thiu cc loi tp ch mi vi nhng tn gi khc nhau. chnh xc ng l nhng g m Henry Luce t hi khi bt u vi tp ch Time. (xem chng 12).

Thay v gii thiu nhng thng hiu mi, cc cng ty li thng m m vi chnh ci tn ca mnh v khng ngng tm kim mi cch c th nhn ly li th t cc tn thng hiu c xem l y sc mnh ca mnh. Reebok l thng hiu cui cng ng dng cng thc cu lc b vo nm 1995 khi m ra mt phc hp tr gi 55 triu USD vi tn gi Cu lc b Reebok Sports Club/NY. C th no cu lc b


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ny ca Reebok ri cng s i theo con ng ca cc cu lc b Playboy? Cha th c cu tr li cho cu hi trn trong cun sch ny v vo thi im ny. (1996)

Khng phi ch c mnh Reebok, Nike thng bo v vic h s xy dng mt cng vin ch Irving, Texas, ngay trong sn vn ng CowboysTexas Stadium Dallas. C th bc pht trin k tip ca Nike s l mua lun i bng ny? Cha c cu tr li vo lc ny. (1996)

Chng cn phi c bao nhiu can m quyt nh vic m rng thng hiu. l mt qu trnh ng nhin v khng cn n n lc. C nh nhng ging sng tri i theo nhng hng mi, cc cng ty lp y nhng l hng trong ging sn phm hin hu ca h bng mi cch c th.

Cng khng khc g cc ngn ko bn giy hay nhng nh xe s ba bn v ri mt nh hng tp trung mt cch hon ton t nhin. Di y l su lnh vc thng tc ng khin cho cc cng ty m m lao u vo vi nhng n lc m rng ging sn phm:

1- Phn phi: l trng hp xy ra vi Jostens cng ty cung cp cc vt phm k nim vn ha hng u ca M thnh lp t nm 1897, vi cc knh phn phi rng khp c xy dng hon chnh khin cho ban qun tr phi t hi, Chng ta cn c th bn c nhng g na? Loi sn phm mi no s chi phi chn th trng? lc lng bn hng cng c kh nng phn phi mnh bao nhiu th dng nh h thng phn phi cng d mt nh hng tp trung ca mnh by nhiu.

2- Sn xut: Cc nh my ca chng ta cn c th sn xut thm nhng g na tng trng tnh hiu lc vn c v gim thiu nhng gnh nng ti chnh ang tn ti? Cng ty Dow Jones & Co. s hu ch ca t Wall Street Journal, t bo c li nhun ln nht th gii nhng ch pht hnh c nm ngy trong tun. Hai ngy cn li trong tun c b lng t do cho cc doanh nghip khc hng li. V vy Dow Jones & Co. quyt nh lp y khong trng y li nhun ny bng cch tung ra tun bo National Observer. V sau mi lm nm l l, Dow Jones cui cng buc phi ng ca t tun bo ny.

3- Marketing: Mt cng ty tip th thnh cng mt sn phm tiu dng thng cho rng h c th tip th bt c mt sn phm tiu dng no khc. Procter&Gamble, vng t thnh ca cc chin dch marketing, ln sn th trng ca Minute Maid v Tropicana vi thng hiu nc cam p Citrus Hill. c tung ra th trng vo nm 1981, thng hiu ny cha tng c hng ly mt nm c th gi l c li no. B loi b vo nm 1992, tang l cho thng hiu ny tiu tn ca P&G ht hn hai trm triu USD. Marketing l marketing nhng nc cam p li l nc cam p!

4- Chu k pht trin khch hng: iu g s xy ra mt khi s lng khch hng ca chng ta pht trin nhanh hn ging sn phm ca chng ta? l cu hi m nhiu cng ty vn thng t hi. V cng chnh l l do khin cho McDonald th sc vi pizza v Burger King phc v thm cc ba n ti vi cc mn tt c cc cch m rng ny u khng em li mt cht li nhun cng thm no.

5- a l: C i lc vic m rng vng nh hng c th c thc hin m vn khng nh mt i tnh nh hng tp trung. Starbucks m rng tm nh hng ca thng hiu ny ra khi vng lnh th truyn thng Seatle ca mnh n vi th gii hon ton thnh cng. Nhng trong hu ht cc trng hp, vng a l chnh l im nh hng ca cc thng hiu. Mt trong nhng t bo c li nhun tt nht ca nc M, t Newsday Long Island quyt nh m rng vng nh hng ca thng hiu bng cch pht hnh thm t New York Newsday. Trong vng mt qung thi gian mi nm, t bo mi ny ginh c ba gii bo ch Putlizer nhng ng thi cng phi gnh chu mt mc l l ng s l hn mt trm triu USD. Bn khng th trch c cng ty Times Mirror, c quan ch qun ca t Newday v ng ca t bo ny. Bn ch c th trch h, trc ht, v m rng vng nh hng ca mnh.

6- nh gi: Mt s khch hng khng th chi ph ni vi gi m chng ta nh. Chng ta phi lm g? Khng c g phi thc mc, gii thiu mt phin bn r tin hn ca thng hiu. Donna Karan, mt thng hiu trang phc ph n ln nht nc M, nhng sn phm mang thng hiu ny l qu t i vi hu ht mi ngi bnh thng. V vy cng ty ny gii thiu thng hiu DKNY, mt ging sn phm r tin hn. (ng nhin nu mun, Coca-Cola hon ton c th gii thiu thm mt thng hiu r tin hn mang tn CCAT. Xin bn, ng by thm cho h mt tng r di no na!). Ch trong mt


8

nm, Donna Karan m thm nm cng ty khc na: mt cng ty trang phc cho cc ng, DKNY mens v DKNY kids, trang phc chuyn bit v mt cng ty m phm vi sn phm u tin l nc hoa Donna!

C th no Donna Karan s li lp li vt chn ca Liz? (cha bit, v lc ny ang l thi im 1996). Gn mi nm trc, trong thp nin 80 ca th k 20, Liz Clairbone l mt thng hiu trang phc chuyn bit dnh cho ph n ni ting duy nht, h hon ton chi phi phn on th trng ny. Nhn hiu trang phc th thao ny m ra nhiu chi nhnh khc nhau phc v cho s thch ca ph n cc la tui vi cc thng hiu nh Clairbones Collection, Liz & Co., Lizport v Lizwear.

Ngy nay, nm 1996, Liz Clairbone ang phi ng u vi l l v nhng vn nn v vic m rng ging sn phm ny ca h.

Vic m rng ging sn phm lm cho cc thng hiu mt i nh hng tp trung vn c ca h. V t vic mt nh hng tp trung ny, hnh nh vn vn r rng ca cc cng ty bng tr thnh m m.

Ngay c cc cng ty thnh cng vi vic m rng ging sn phm ca h cng nn xt li v nhng thnh cng ca mnh. Cng ty thc n nhanh hng u th gii McDonalds vn vn ni ting v tnh t ph trong vic gii thiu cc thc n mi. Nm 1983, McDonalds gii thiu cc mn g Chicken McNuggets, s lch n nhanh, McLean Deluxe v v s cc sn phm mi khc na. Trong vng mi nm, thu nhp bnh qun ca cc nh hng tng 35%.

Nhng, cng trong cng thi gian , ch s gi tiu dng dnh cho thc phm cng tng vi t l 41%. C ngha l nu McDonalds khng cn gii thiu thm mt sn phm mi no v vn bn cng mt loi thc n nh c vi gi tng theo t l lm pht, doanh thu bnh qun ca h phi tng n 41 % ch khng phi ch c 35 %!

Bi 5

C th no McDonalds c mi tip tc bn cng mt s lng hamburger, Big Mac, Coke v khoai ty chin? ng nhin l c th v cng c th l khng. C mt iu chc chn l trong mi nm va qua (1985 1995) t l i n ngoi ca dn M tng ln mt cch r rt, v iu ny c th l l do chnh khin cho mi lc ca McDonalds tng trng.

Nhng nu bn khng th tng trng mi lc ca mnh trong thi gian triu ln cng vi bn, vy lm sao bn c th ng vng khi triu xung?

C rt nhiu cng ty bt chc theo McDonalds. l nhng cng ty thnh cng v to thnh danh ting vi cc dng sn phm m rng ca h nhng nu xt k hn bn s nhn thy l s thnh cng ca h dng nh l nhng kt qu t vic gia tng ch s chi ph ca ngi tiu dng. Nu khng c lm pht, s tng trng ng nhin ny c l cng khng th xy ra.

C nhiu con ng khc nhau, nhng tt c cng dn cc cng ty i n ch mt nh hng tp trung. Mt s i theo con ng ca McDonalds, gia tng s lng sn phm trong dng sn phm chnh ca h. Mt s khc n lc tp trung tht nhiu dng sn phm nh c th vo chung trong mt gi. Cch tip cn sau ny l cch gy ra nhng tht bi r rng nht trong qu trnh m rng dng sn phm.

Ngy hm trc, mt cng ty vn cn nh hng tp trung mt cch tht chc chn vo mt sn phm no ca mnh. Ngy hm sau, cng chnh cng ty ny m rng dng sn phm ca h ra vi v s cc loi sn phm khc na v bt u lc hng cng vi nhng mt mt tng ng. S lm pht ca thng hiu li mt ln na th hin sc mnh tn ph ca n.

Nm 1995 va qua, nh sn xut cc loi bao cao su vi nhiu thng hiu khc nhau ln nht th gii t n doanh s k lc hai trm triu USD nhng h cng phi gnh chu mt khon l l nng n khng km l ba mi by triu USD. Trong thi k bng n ca i dch AIDS ngy nay, ti sao mt nh sn xut bao cao su ln nht th gii li phi chu l l nh vy?


9

Khng c g kh hiu, ch v cng ty London International quyt nh a dng ha sn xut sang cc lnh vc khc nh in trng nh, s, v cc sn phm bo v sc p. Mi gn y, ban qun tr mi ca cng ty ny quyt nh loi b vic m rng v ti nh hng tp trung li vic sn xut ca h, v trong nm 1996, cng ty sn xut bao cao su ln nht th gii ny t c li nhun tr li vi mi chn triu trn tng doanh s nm trm l chn triu USD.

M rng dng sn phm khng phi l vic ch xy ra cc cng ty ln. tng trng li nhun, cc cng ty nh cn c khuynh hng m rng thng hiu nhiu hn l cc ngi anh ln hn ca h. Cng ty Main Street Muffins l mt cng ty cung cp bnh xp nng vi doanh s 100.000 USD / nm. Nm 1988 mt khch hng yu cu h cung cp thm bt nho sn tr lnh thay v ch bnh xp nng sn. T yu cu ny, mt cng cuc kinh doanh mi c Main Street Muffins bt u.

H mua thit b sn xut p ng cho yu cu mi ny, pht trin quy trnh sn xut v bt u cung cp loi sn phm mi ny cho nhng khch hng khc na. Vo thi gian u, mi vic din bin c v nh hon ton thun li, h m thm mt ca hng cung cp th hai na. nhng ri mi vic bt u l r l khng hon ton thun li nh n c v nh th. Cung ng cho hai th trng c phn i nghch vi nhau buc h phi dn tri lc lng cng nh kh nng sn xut ca mnh ra qu mc. thc o c nhn s bt u xung cp. Mt nm sau na, cc ca hng bn l cng nh cng cuc kinh doanh bt nho sn gn nh ph sn. n lc phi c nhng quyt nh.

Khng Phu t ni: Ngi no sn cng lc hai con th cui cng s tr v tay khng.

Ch ca Main Street Muffins, Steven Marks v Harvey Nelson, quyt nh l h s ch theo ui mt con th m thi. H bn cc ca hng i v tp trung vo cng cuc kinh doanh bt nho sn tr lnh mc d ging sn phm ny ch chim c mt phn ba tng doanh s trc ca h.

Ch trong vng ba thng, mi vic thay i, vic kinh doanh bt nho sn ca h chng t l mt ngnh kinh doanh em li li nhun v ri bt u pht trin vi tc phi m. T nm 1990 tr i, t l tng trng trung bnh hng nm ca Main Street Muffins l 100%. Ngy nay, cng ty ny c doanh s hng nm l mi triu USD.

Thay v thc hin cng lc hai cng vic, chng ti cn v nn phi tp trung vo tht tt cho ch mt vic thi, Steven Marks ni. Chng ti nhn ra l thnh cng, chng ti cn phi nh hng c tp trung. Chng ti cn phi dn ht mi kh nng cng nh n lc cho vic kinh doanh c c may thnh cng tt nht ca mnh.

Nhng cng ty nh tng t nh Main Street Muffins thng vn phi i mt vi hai chng ngi. Trong hn by trm ngn cng ty c thnh lp trong nm nay M s ch c khong ba mi lm ngn (hay 25%) l cn tip tc tn ti trong vng nm nm trc mt. L do chnh khin cho cc cng ty mi thnh lp ny phi ra i trong tht bi l v h n lc lm qu nhiu th cng lc.

Nu bn ch chuyn tm vo mt vic v thc hin cng vic ca mnh tt, bn hon ton c th to thnh mt danh ting bo m cho s thnh cng v lu v di. (Bt hnh thay, trong thi gian ngn hn trc mt bn c th s au u v vic thiu vn hot ng. Vn vn lun l mt vn trng yu i vi bt k mt cng ty mi thnh lp no.)

Thc t ca Main Street Muffins cng tng xy ra trong ngnh vi tnh. Nhiu nm trc, khi IBM vn nh hng tp trung vo ch mt loi my tnh trung tm, h to thnh danh ting ca mnh v thu v khng bit bao nhiu l li nhun. Ngy nay h m rng dng sn phm ca mnh ra vi cc loi my tnh khc nhau t dnh cho vn phng, cc loi my trung bnh v nh hn c gi l my gia nh cho n th phn mm ( l cha k n nhiu dng sn phm khc na), v IBM ang phi i mt vi nhng kh khn.

Nm 1991, tng doanh thu ca IBM l 65 t v h phi chu l n 2,8 t, nm 1992 h tip tc l l vi s tin mt mt l 5,6 t v nm 1993 l 8,1 t! Nm 1994, IBM c c li nhun 3,1 t USD nhng tng


10

lai vn khng c g t ra sng sa ngoi danh ting ca loi siu my tnh Big Blue.

Trong n lc gn gi v th dn u ca mnh trong ngnh vi tnh, IBM tin rng h phi iu khin cho c con nga vi tnh bt kham. Nhng trn thc t, c nhiu ch trch cho rng IBM i khng nhanh. Mt khi bn n lc lun dn u trong mt ngnh cng nghip ang pht trin m rng khng ngng, bn s b chia ra thnh nhiu mnh.

Mt khi qu thnh cng, cc cng ty thng ngh l h cn phi m rng danh ting cng nh cc dng sn phm ca mnh ra hn na v hn na. l mt vic m cc cng ty ngy nay vn ang n lc thc hin, gieo mi th ht cho cc vn trong tng lai ca chnh h.

Mt khi bn c gng l mi th dnh cho mi ngi, bn ang t mnh dn thn vo vi nhng vn . Tt nht l ti nn thc s mnh v mt mt no hn l lng nhng nhiu lnh vc khc nhau, l li ni ca mt nh iu hnh thnh cng.

Trn ngha hp nht, m rng dng sn phm c ngha l ly tn ca mt thng hiu thnh cng (nc st b A.1) t cho mt sn phm mi m bn s gii thiu vi th trng (nc st g A.1.) Nghe th c v hon ton hp l. Chng ti sn xut ra loi nc st b tuyt vi ang dn u trn th trng. Nhng ngy hm nay mi ngi chn vi b v ang chuyn sang thch g. Cn c ci tn no tt hn l ci tn A.1 ni ting ca chng ti. Bng cch dng tn ny, ngi ta s bit l loi nc st g c sn xut bi nh sn xut cung cp cho h loi nc st b tt nht.

Nhng, kinh doanh l mt trn chin v nhn thc ca ngi tiu dng ch khng v cc sn phm. Trong nhn thc ca ngi tiu dng, A.1 khng phi l mt ci tn m chnh l bn thn ca loi nc st b danh ting. Nu mt ngi yu cu mt ngi khc a gim cho h chai A.1, s khng c mt ai li i hi li l loi A.1 no, b hay g?!

Bt k ngn sch qung co khng l 18 triu USD b ra, nc st g A.1 vn ch c th l mt tht bi c bo trc.

Khi hai thng hiu m rng ca dng sn phm phi cnh tranh vi nhau, phi c mt thng hiu ginh c phn thng. V vy, vic thnh cng ca mt thng hiu no l chuyn gn nh ng nhin khng khc g s tht bi buc phi c ca mt thng hiu anh em cng ging.

Cc siu th ngy ny cn kim thm c li nhun t vic bn cc loi dch v cng thm cho cc nh sn xut ch khng phi ch t vic bn sn phm ca cc nh sn xut cho ngi tiu dng. Nhng chng trnh khuyn mi vn thng c thc hin mi lc, mi ni trong thi gian gn y l tc nhn em li thm cho cc siu th phn li nhun cng thm ny. Cc nh sn xut phi tr tin cho cc bng hiu qung b, tin khuyn mi, tin qung co, gim gi v cn cc cch sng to li ko khc na do cc siu th ngh.

V cui cng l mt mn tin c gi l chi ph trng by, s tin m thng cc nh sn xut phi tr thm sn phm ca h c by ln k hng. V nu l nhng sn phm tht bi, cc nh sn xut i lc cn b yu cu tr thm chi ph cho vic rt cc sn phm tha ra khi cc k hng.

Bi 6

Hu ht cc sn phm mi u l kt qu ca vic m rng dng sn phm. V hu ht cc thng hiu m rng thng phi chu tht bi. C hai thc t thng khng thay i m cc nh qun l phi v nn ghi nh khi ngh n vic m rng thm cc sn phm ph cho dng sn phm ca mnh.

Ti sao hu ht nhng nh qun l u t nim tin vo vic m rng dng sn phm bt k n nhng thc t c chng minh vi nhng tht bi ca cc thng hiu m rng khc? Mt l do vn lm cho ngi ta tin vo vic m rng dng sn phm l vic lm ny vn thng em li nhng thnh cng nht


11

thi, v ri vi thi gian s tht bi mi dn dn l din.

Bn khng th no o lng c s thnh cng ng ngha vi nhng g nht thi . Mi thng hiu m rng ca Miller u em li nhng kt qu tch cc ngay trc mt. u tin l Milller Lite, tip theo l Miller Genuine Draft v Miller Genuine Draft Light. V ri, ng nhin thi, l Miller Reserve, Miller Reserve Light v Miller Reserve Amber Ale. l cn cha k n nhng ci tn nh Miller Clear, Miller High Life Light v Miller Genuine Red.

Trn thc t, Miller c m rng c th phn ca h trong th trng bia? C, nhng ch l nht thi v khng, trn ng di. Cn ng ni hn na l ngay trong lc thnh cng vi cc thng hiu m rng ca mnh th th phn chung ca Miller cng rt xung nng n so vi thng hiu i th cnh tranh trc tip ca h, Anheuser-Busch!

Anheuser-Busch thnh cng khng phi v h khng mng n vic m rng dng sn phm ca mnh. Khi Miller Lite c tung ra th trng v thnh cng ng k vo nm 1974, Anheuser-Busch kin nhn ch i n tm nm sau mi gii thiu Bud Light v thng hiu bia m rng ny ca h tr thnh loi bia nh chim th phn ln nht nc M. Nhng d sao th thnh cng rc r ny ca Anheuser-Busch cng phi tr gi bng chnh th phn ca cc loi bia thng khc ca chnh h.

Trong khong thi gian su nm t 1988 n 1994, Bud Light bn c nm triu thng trong lc sn lng ca Budweiser gim bt by triu thng v th phn ca thng hiu bia ny vn tip tc gim.

ng lc qun tnh l sc tc ng mnh nht trong thc hnh kinh doanh ngy nay. To thnh qun tnh cho s pht trin l kh khn nht trong khi qun tnh ca s mt mt li qu d t thnh hnh. Cch loi b sc mnh qun tnh git i mt thng hiu mau chng nht chnh l cc hot ng m rng dng sn phm. Hng Coors c mt sn phm mang tn Zima, mt loi bia khng hon ton bng la mch, vo nm 1994 thng hiu bia ny c th phn l 2% trong th trng bia M.

Zima l mt loi bia c hng ru gin pha nc b dng tonic c marketing nh hng tp trung vo ph n. Sau Coors bt u m rng dng sn phm ca h vi Zima Gold, mt loi bia hng ru bourbon pha soda vi mc tiu nh hng tp trung l nhm vo cc ng. Mt tng m rng c v hon ton hp l.

Cha y hai nm sau, by gi (1996) thng hiu Zima Gold cht v th phn ca Zima nguyn thy co hp li ch cn c 1%!

Cc nh qun l thng hiu vn thng t mnh sp vo ci by o tng khi ngh l cn phi c nhiu hng v, a dng v c nhiu la chn hn na cho khch hng c c ca mnh. V th l h bt u m rng cc thng hiu thnh cng ca mnh ra hn na. ng bun hn l vic m rng dng sn phm ny li thng xy ra vi cc dng sn phm ang suy gim mi lc hn l vi cc dng sn phm m mi lc ang tng trng.

Ti sao h li phi m rng thm thng hiu trong nhng lc khch hng ang gim bt, l ra theo thc t h phi thu hep cc thng hiu li ch?

l s hp l i vi khch hng ch khng phi i vi nhng nh sn xut. Khi sn lng suy gim, nh sn xut cho rng h cn phi c nhiu thng hiu hn tng trng thm sn lng hay t nht cng gi vng c mc sn xut ang c. Mi lc tng trng ca mt dng sn phm cng cng lc m ra nhiu c hi cho cc thng hiu mi, nhng trong thi on tt p ny cc nh qun l thng hiu li thng ngh l mi vic ang thun li v v vy khng vic g phi tn cng tn sc m rng thm cc thng hiu mi.

V kt qu l, bn hon ton d dng hnh dung ra, chn th trng trn ngp cc dng sn phm khng cn nhu cu c m rng trong khi cc dng sn phm ang nng li khng c cc thng hiu nh cn phi c p ng cho yu cu th trng ang ln mnh.


12

Mt trong nhng hot ng m rng dng sn phm phi ni l thiu suy ngh c trin khai mt vi nm trc y trong h thng cc nh thuc ty trn ton nc M. l hot ng m rng thng hiu ca Sterling Winthrop, mt cng ty con chuyn v cc sn phm dc ca Eatsman Kodak. Thng hiu thuc ty ln nht ca Sterling Winthrop l loi thuc aspirin mang tn Bayer, nhng vo lc ny tnh tin tng ca aspirin ang sa st so vi cc cht gim au khc nh acetaminophen (Tylenol) v ibuprofen (Advil). T thc t ny, Sterling Winthrop tung ra mt chin dch qung co v marketing vi chi ph 116 triu USD gii thiu nm thng hiu thuc gim au khng c aspirin mi. l cc loi thuc nhc u, au mi, au mi v m, vim xoang v au khi c kinh. Tt c cc sn phm mi ny u dng acetaminophen hay ibuprofen thay cho aspirin.

Kt qu ca chin dch ny l ht sc au lng. Ton b dng sn phm gim au ca Sterling Winthrop ch bn c c 26 triu USD trong nm u tin gii thiu nm loi sn phm mi ni trn, v ng ni hn na l thng hiu aspirin Bayer ca h tt gim mi lc 10% hng nm k t . Ti sao ngi tiu dng li phi mua aspirin ca Sterling Winthrop na mt khi chnh thng hiu ny cng khng cn tin tng vo tc dng ca aspirin qua vic gii thiu rm r cc loi sn phm khng cha aspirin ca h?

Ban qun tr thng hiu cng thng b bt mt v chnh lng trung thnh ca khch hng m h cm nhn. chnh l l do khin cho PepsiCo vn tip tc gii thiu cc sn phm m rng ca h nh Pepsi XL, Pepsi Max hay Crystal Pepsi bt k n nhng tht bi xy ra trc vi Pepsi Light v Pepsi AM? Mt trong nhng l do khc na khin cho cc gim c thng hiu vn tin vo hiu qu ca vic m rng thng hiu ny l nim tin cho rng m rng tn km hn l gii thiu mt dng sn phm hay mt thng hiu hon ton mi. Hon ton sai lm, hy nghe mt tng gim c iu hnh tri nghim vic m rng ny ni v chi ph m rng, Chi ph m rng l tn km hn hn so vi hot ng gii thiu mt thng hiu hon ton mi, John MacDonough, CEO ca Miller Brewing khng nh.

Loi bia mi ang bn chy nht trn th trng M vo lc ny (1996) l mt thng hiu hon ton mi. l bia Red Dog, mt thng hiu mi ch khng phi mt sn phm m rng ca Miller Brewing. Ch trong su thng u tin sau khi c gii thiu ra th trng, Red Dog ginh c 1,4% tng mi lc bia ca cc siu th ln trn ton nc M.

Nu bn mun t c thnh cng trn thng trng ngy nay, bn cn phi thu hp nh hng tp trung ca mnh li c th l mt nhn thc r rng no trong tm tr ca ngi tiu dng. IBM thay mt cho nhng g? Trc y IBM c ngha l mt loi my tnh trung tm, ngy nay IBM c th l mi th v nh vy cng c ngha l IBM khng cn thay mt cho mt th no c!

Theo quan im truyn thng, mt chin lc kinh doanh thng bt u bng vic pht trin mt d kin c tnh cht tt c trong mt. Ni r hn l mt tng hay mt khi nim ln hm cha mi sn phm v dch v hin hu v d nh trong tng lai. Theo quan im ny, chin lc c xem nh mt ci lu v cc cng ty n lc cng ci lu ny ca h ra ht mc c th che ph c mi th m h ang v s sn xut a ra th trng.

IBM cng ra mt ci lu khng l cho cc loi my tnh ca h, khng mt th g c lin quan n a ht ny li khng nm trong tm bao ph ca ci lu ny. Cch suy ngh ny chnh l mt phng thuc to thnh thm ha. Khi cc cng ty mi, sn phm mi v tng mi cng lc cng xm ln trn ngp vng quc my tnh, ci lu ca IBM ri s phi rch toang v qu ti.

Cho d l mt cng ty khng l vi mt ngun ti chnh gn nh khng gii hn c IBM cng khng th no cng chng li s ln mnh nhanh chng ca mt th trng nng nh th trng my tnh. Vi mt quan im chin lc, bn cn phi chn lc hn na c c v ginh ly mt khu vc ring cho ci lu ca mnh.

Cng ngh i mi thc y s xut hin ca nhng chuyn gia. Cng vi thi gian, cc cng ngh mi ln lt ra i v vic kinh doanh cng lc cng tr thnh chuyn bit ha. Trong mt nh my sn xut giy ngy nay c v s cc c xng chuyn bit ha. Cc c xng sn xut giy dnh cho cc ng, cc b, tr em, lm vic, loi thng, c bit, giy ng


13

Cng vi thi gian, phong cch sng cng thay i v to thnh v s c hi dnh cho cc tay chuyn nghip hiu thu v bit cch ng dng nhng li th t s thay i. Nhu cu v cc loi giy th thao khng em li li th cho cc cng ty giy khng l nh Florsheim hay U.S. Shoe m tr thnh nhng li kh cho cc nh sn xut giy th thao chuyn nghip nh Nike v Reebok.

Sc mnh kinh doanh ngy nay nm trong tay nhng nh sn xut chuyn nghip ch khng thuc v cc k ngh gia a ngnh. Cng ngh lm thay i bn cht ca chn th trng, cc cng ty ngy nay ang n lc bao gm cho cc loi cng ngh mi vo trong h thng sn xut kinh doanh ca t chc ca h. Kt qu l cc cng ty cng ngy cng mt nh hng tp trung ca mnh v t s mt nh hng tp trung ny h to thnh nhng mc tiu d dng chim ot dnh cho cc nh sn xut chuyn nghip. GM cng ang i trn cng mt con ng vi IBM vi cc loi xe khc nhau, t t tin cho n bnh dn, t xe ti cho n xe con vy ng ra t tng chin lc ca GM l g? Nu trn th trng ch c mt bc s phu thut no duy nht v v s cc bc s a khoa, mi c hi v thun li u l ca chuyn gia phu thut ny. V hy th tng tng nu v chuyn gia ny li ngh l mnh nn tham gia thm vo cc ngnh khc nh tim mch, gan, phi, chn tay, v.v ni chung l tr thnh mt bc s a khoa th sao. May mn thay iu ny khng h xy ra trong lnh a Y khoa. Suy ngh ny ch hnh thnh trong qun tr kinh doanh.

Mc ch tin quyt ca mt thng hiu l g? Mc tiu tin quyt ca mt thng hiu theo nh ngha mi nht l cung cp mt ci d che cho cc sn phm v dch v. D bn gi l d hay l lu th vic t mi th dnh cho mi ngi vo chung di mt mi nh l mt cch thc hnh y nguy him. l mt l thuyt qun tr s dn bn thng n vi ci by sp ca vic m rng dng sn phm. i vi nhiu cng ty, m rng dng sn phm vn l mt li thot nht thi d dng v nhanh chng nht. Mt li thot r tin v hp l pht trin. Ch khi qu tr h mi nhn ra rng mnh lc hng.

Bi 7 2- TON CU HA V LC CHI PHI

Vn nng nht trong th gii kinh doanh ca thp nin 1990 l s bng n ca mt nn thng mi ton cu. nhn ly li th ca vic loi b hay h thp cc loi hng ro thu quan thnh hnh t s ra i ca cc loi hip c thng mi nh NAFTA, GATT, APEC v Mercosur, mi t nc hu ht u ang n lc tng trng ngnh kinh doanh xut khu ca mnh.

Thc t ton cu ha ny s tc ng th no n vic kinh doanh ca bn?

Ton cu ha s lm cho vic kinh doanh ca bn mt nh hng tp trung cho d c th bn khng h thc hin bt c mt thay i no i vi ging sn phm hay dch v ca mnh!

Vi v d sau bn c th thy r ti sao vic ton cu ha ny li lm cho bn mt nh hng tp trung. Hay cho l nu bn ang sinh sng trong mt ngi lng nh vi ch khong 50 hay 100 ngi c tr. Bn th ngh xem mnh s bt gp y loi ca hng bn l nh th no?

Mt ca hng chp ph vi mi th hng ha cn thit cho c dn trong lng t thc phm, qun o cho n c xng du! Tt nhin.

By gi hy cho rng bn chuyn n sinh sng New York, mt thnh ph vi tam triu dn c. Bn th ngh xem mnh s bt gp y cc loi (ng nhin) ca hng bn l nh th no?

V s cc loi t chc bn l c chuyn nghip ha cc cao. Khng phi ch l cc ca hng bn giy ni chung m l cc ca hng giy nam, giy n, giy tr em, giy th thao, v.v

Th trng cng ln rng bao nhiu th cc hnh thc chuyn nghip ha li cng cao by nhiu. Th trng cng nh, tnh chuyn nghip ha cng thp v cng cng rng. V th, khi c th gii ang theo ui mt nn kinh t ton cu, cc cng ty s phi cng lc cng chuyn nghip ha hn na p ng vi s thay


14

i ang hnh thnh nhanh chng ny.

Mt s ngnh cng nghip m rng a bn ton cu ha ca mnh nhanh chng hn cc ngnh cng nghip khc. Ngnh cng nghip nc cola, ngnh cng nghip my tnh v cc ngnh cng nghip hng khng thng mi ngy nay ang thc s hot ng tm mc ton cu. Cc ngnh khc c th s cn phi tn thm nhiu chc nm di na mi t n mc ton cu ha tng t. Ngnh cng nghip bn l s c th (ch c th thi) chng bao gi t n nhng mc ni trn cho d cc knh truyn hnh mua sm v nh xut bn biu mu hng ha ang c nhng n lc thc y qu trnh ny.

S bng n ca ngnh thng mi ton cu l nhanh chng ngoi sc tng tng. Hy bay mt vng gh qua cc thnh ph ln trn ton th gii v nhn xem cc bng qung co ang trn ngp cc phi cng, bn s phi ng ngng v c th ln ln v khng nh c l mnh ang trn t nc no. Hu nh mi ni u tng t nh nhau, cng vn l nhng ci tn Coca-Cola, Pepsi, Sharp, Canon, Samsung, Xerox, Shell, IBM, Intel, v.v

Nu bn ch nhn cc bng qung co, bn s khng th no nhn bit l mnh thc s ang ng trn chu lc no na ch ng ni chi l thnh ph no hay t nc no!

Thng th bn cng khng th ni c l mnh ang u nu cng ch nhn vo cch n mc ca c dn trong vng. c bit l vi cch n din ca gii tr. u cng l qun jean, o thun vi cc khu hiu qung co ging nh nhau, cng l giy sneaker kiu. u gii tr cng din cng mt loi ng phc ny nh nhau cho d l M, chu u, chu M La tinh hay chu, Phi chu.

Ngoi thng lm cho nn kinh t ca t nc thnh vng hn. Vng Vin ng l mt v d in hnh cho s pht trin nhanh chng vi nh hng ton cu ha. Cc t nc nh Nht, i Loan, Singapore v Hn Quc giu c ln tht nhanh chng nh thng mi. Sc mnh thng mi tc ng n mi t chc kinh doanh mi tm c v thc p cc t chc ny phi nhanh chng thm nhp vo cc th trng th gii. Mt cng ty phi cng lc phi chu ng nhng p lc cnh tranh nhp khu th trng qu hng cng nh xut khu trn cc th trng quc t cng lc cng tr nn phc tp hn.

Trong lc c v s cc cng ty ginh c li th t vic ny th vic ton cu ha cng lm cho cc cng ty cha thc s hiu c ngha ca tnh di hn trong mt th gii t do thng mi mt i nh hng tp trung cn phi c ca mnh. Mt ln na, nguyn tc cn bn ca vic chuyn nghip ha li c th hin: th trng cng ln, cc t chc kinh doanh li cng phi chuyn nghip ha cao c th pht trin v ln mnh thc s. Khi nn thng mi mu dich t do thc s hnh thnh tm mc ton cu, mi t chc kinh doanh trn th gii ny cn phi tr thnh chuyn nghip hn na c th tip tc tn ti v pht trin.

D sao cng c qu nhiu cng ty ang khng nhn thy iu s l ng nhin ny. Nhng t chc ny xem s pht trin ton cu ha ch l mt c hi h m rng hn na cc ging sn phm v dch v ca mnh thay v phi thu hp chng li.

V d nh mt cng ty thc phm ca c vo nm 1992. u nm 1993, vi vic hy b s kim sot cc bin gii v cc hng ro mu dch chu u, nc c vi 81 triu dn c bng tr thnh mt phn trong mt th trng chu u duy nht rng ln nhiu ln vi 347 triu dn c.

Ni cch khc, ch qua m, cng ty c ny bng thy th trng qu nh ca mnh n ln ln n hn bn ln. Cc cng ty khc ni chung v cc cng ty chu u ni ring s phn ng ra sao vi s bng n dn s cp k c bo trc ny? Sc quyn r ca kh nng m rng cc ging sn phm v dch v l hon ton r rng v trn ngp.

Ny cc ng, chng ta phi cn c cc phin bn ngt hn cho ngi Anh, cht hn cho ngi , c mi rau qu hn cho ngi c y c th l mt cch suy ngh hon ton hp l nhng iu ng ni l cch suy ngh hp l ny li hon ton i ngc li vi nguyn l pht trin th trng cng ln, cc cng ty cng phi tr thnh chuyn nghip ha hn. Th trng cng m rng, ging sn phm li cng phi thu gn hn.


15

Chnh v vy, nhiu cng ty trn th gii ang lm vo hon cnh kh khn nhng nh hng ca cng cuc ton cu ha c nhng tc ng khc nhau trn tng khu vc ca th gii. So snh gia M v chu u, khu vc no phi lnh nhn nhiu hu qu khng hay hn?

ng nhin l chu u, nhng l do to thnh nhng tc ng khng hay ny li khng c hon ton r rng. Hu ht cc nh bnh lun u nghing v hng cho rng cc ch phc li cao chu u, tnh khng linh ng ca b lut lao ng, thu cao h tr cho cc ch phc li v c bit l cc gii hn php lut lm cho cc cng ty khng th thu nhn hay sa thi mt cch ton quyn hnh thnh nn cc kt qu xu ny. R rng cc yu t trn to thnh tnh trng bt n v kinh t trn ton chu lc nhng vn cn nhng yu t khc na vn thng b b qua.

So vi cc cng ty M, hu ht cc cng ty chu u u ang s hu nhiu ging sn phm rng ln hn. Siemens cng ch sn xut nhng sn phm in tng t nh General Electric nhng cng lc Siemens cng sn xut cc loi my tnh, h thng chuyn mch vin thng v cc loi sn phm, thit b in t m General Electric khng sn xut. C nhng l do to thnh thc t ny, p lc cnh tranh qu mnh thc p khin cho General Electric khng th no m rng phm vi hot ng sang vi lnh vc my tnh trong lc s gii hn ca cc th lc cnh tranh gip cho Siemens pht trin c trong lnh vc ny.

Cng ty Philips H Lan cng nm trong tnh trng tng t. Cng ty tr gi 39 t USD ny ang n lc cnh tranh trn nhiu lnh vc khc nhau, vi Intel trong lnh vc chip in ton, vi Sega v Nintendo trong lnh vc tr chi in t, vi General Electric trong lnh vc n in v vi Sony v v s cc cng ty nh khc na trong lnh vc cc loi my pht v thu m, thu hnh.

Lc ny Philips cng ang bt u bc chn vo cc lnh vc kinh doanh my vi tnh, truyn hnh cp v c ngnh kinh doanh cho mn bng a hnh. l cha k d n u t 17 5 triu USD vo Whittle Communications Trung Quc xem nh mt trng.

Th phn cng nh gi c phn ca Philips rt xung thm hi trong nhng nm u thp nin 90. Nhu cu v cc sn phm bn dn mi bng n trong thi gian gn y trn ton th gii gip cho Philips ng vng nhng d sao cng l nhng thnh cng nht thi v Philips cn phi nhanh chng nh hng tp trung li c th tip tc pht trin.

Nh Daimler-Benz, cng ty cng nghip ln nht ca t nc thnh vng nht chu u, Cng ha Lin bang c, ngoi nhng li kh t nhin cng ty ny cn s hu mt thng hiu xe hi tt nht th gii Mercedes-Benz. Ai cng cho rng Daimler-Benz l mt cng ty y li nhun nhng trn thc t trong nm 1995 va qua cng ty ny phi chu l hn 1 t USD.

Vn to thnh l l khng phi vic sn xut xe hi, phn b Mercedes-Benz ca h vn lun gi vng li nhun. Vn l ch h a dng ha hot ng sn xut. Trong nhng nm 80, Daimler-Benz m rng vic sn xut sang mi th t phn lc c cho n trc thng, cho n xe la v c cc v tinh nhn to. Nu bn mua c phn ca Daimler-Benz vo nhng nm u thp nin 1980 th ny bn ang phi gnh chu mt mt t nhng c phn ny. Cng vi vic m rng cng vic kinh doanh ca mnh ra ton cu, Daimler-Benz b li ko i sang nhiu hng khc nhau. H phi nn thu hp nh hng tp trung ca mnh li v tp trung vo vic sn xut cc loi xe hng sang v dng s li nhun c c t hot ng ny m thm nh my sn xut thay v tin vo cc hot ng ph y l l.

Bi 8

Fiat, cng ty sn xut xe ln nht nc l mt v d na v s mt nh hng tp trung ca cc cng ty chu u. Tp on sn xut xe tr gi 40 t USD cng c cc loi xe hi tng t nh cng ty 155 t USD General Motors ca M nhng gia nh Agnelli, ch nhn ng thc s ca Fiat cn quan tm n nhiu dng sn phm ng c khc na t xe gn my cho n nng c v c xe ti. Ngoi ra h cn dnh tay n c cc ngnh ngh hon ton khc bit nh ha cht, bo him, thc phm, xut bn, th thao,


16

ng st v c lnh vc quc phng na. (ton b cc cng ty ca tp on Agnelli chim n 25% tng gi tr c phn c nim yt trn th trng chng khon Milan.)

Fiat/Agnelli c mt dng sn phm rng ln hn nhiu ln General Motors nhng mi lc li nh hn. Cng vi vic thc ton cu ha ang tc ng khin cc cng ty cng lc cng tr thnh chuyn bit hn, cuc phi hp ny ca Fiat / Agnelli ang phi chu nhng p lc nng n. Nm 1993, ch ring vi thng hiu Fiat thi khin cho tp on ny phi chu l n 1,1 t USD. Nm 1994, h phi cm n vic ng Lia b mt gi n 25% (vic mt gi ny thc s h tr cho Fiat cc th trng nc ngoi trong lc li lm gi cc loi xe ngoi nhp tng ln trn th trng trong nc), Fiat cng b li nhun 612 triu USD. D sao vi h thng bo h mang tnh phong kin c dng ln bi cc ngn hng trong nc v cc ng phi chnh tr, tng lai ca Fiat khng c v g l ri s ti sng.

Cng ty Olivetti cng ang tut xung trn cng mt con dc. Nh sn xut my tnh ln th hai chu u ny (sau Siemens Nixdorf) khng th no thng bo li nhun t nm 1990 n nay (1996), trong bn nm (1992 1996) cng ty ny phi chu l trn 1,5 t USD v gim c iu hnh ca Olivetti, Corrado Passera, phi ng l Olivetti qu tht sn xut qu nhiu th.

Thay v phi gii hn nh hng tp trung ca mnh li, Olivetti li tm cch m rng thng hiu sang cc lnh vc kinh doanh khc na v h gia nhp thm vo ba ngnh: dch v, vin thng v truyn thng a phng tin. Khi cng ty ny cng lc cng pht trin tr thnh mt thng hiu c tnh ton cu hn, Olivetti nn tm ra cc phng cch gim bt thay v m rng hn na cc dng sn phm ca mnh. Olivetti cng phi gnh chu nhng tn hi khng khc g Fiat. Cng ty ny thuc quyn s hu ca Carlo De Benedetti, mt phin bn tr hn ca Gianni Agnelli. Cng ty m De Beneditti cng quan tm n cc ngnh ngh khc na t in t cho n bn l v cn nhiu na. H tht kh c th cnh tranh c vi IBM, Apple hay Compaq ca M khi phi chia sc ra cho qu nhiu ngnh ngh vi nhng sn phm hon ton khc bit vi nhau.

Cho n thi im 1996 ny, Olivetti ang c trong tay 4% th phn ca th trng my tnh c nhn chu u so vi 14% ca Compaq. Cng ty Compaq y li nhun ny ca M c tm c ln gp i Olivetti nhng h khng h m rng sang cc lnh vc nh vin thng hay truyn thng a phng tin. D sao th Compaq cng khng cn phi m rng mt cch khng cn thit nh vy. Chnh kch c ln hn ca th trng M v lc tc ng ca vic chuyn nghip ha lm cho cc cng ty M nh hng c tp trung hn. Cng lc vi thc ton cu ha ang lan rng, p lc s tng ln buc cc cng ty chu u phi thu hp nh hng tp trung ca h li hoc cng lc h s cng mt i nhng li th cnh tranh hin hu ca mnh. Bn c th d kin c tnh hnh cng lc cng xo trn trong cng ng cc cng ty ca chu u.

ng nhin, th trng chu u r rng l rng ln hn th trng M nhng thc s khng phi l mt th trng thun nht ng ngha nh M. Th trng chung chu u cn phi mt nhiu thi gian na mi c th thc s c xem l thun nht cng mt mc nh th trng M. C th phi n vi chc nm.

Cng cuc ton cu ha cng vy, n cng phi cn n vi chc nm c th bin th gii ny thnh mt th trng thun nht thc s cho d chnh ph cc nc c ng lng cng nhau n lc thc y cng cuc hp nht ny thit lp nn mt th trng nh th. Cho d vic chung sc ny c xy ra th vn c nhiu quc gia s ch mun ng bn l ch c th bo v cho cc cng ty trong nc v nn kinh t ring ca h.

Cng mt nguyn tc ny cng c th hin pha bn kia ca tri t. Nn kinh t Nht bt u suy gim sc mnh trong nhiu nm qua. V l do cng ch v cc cng ty Nht cng ang s hu nhng dng sn phm qu rng.

iu ny xy ra khng ch v l do th trng Nht l nh b hn th trng M, mt trong nhng l do thc y cc cng ty m rng dng sn phm ca h, m cn v thc bo h ca chnh ph Nht khuyn khch xu hng pht trin ny. Vic theo di cc cng ty sn xut cc dng sn phm rng ln


17

Nht l d dng hn so vi nc M, ni c v s cc cng ty thu hp nh hng pht trin ca h li cnh tranh v nhng phn chia mng mnh ca th trng.

Trong mi cng ty hng u ca M ch c General Electric l mt tp on thc s ng ngha theo truyn thng. Nhng trong mi cng ty hng u Nht c n tm tp on nh vy v ch c hai l khng phi (Toyota v Nippon Telegraph & Telephone.)

Su trn mi cng ty hng u ny Nht l cc sogo sohsha, cc cng ty thng mi. Cng nhau, cc cng ty ny c tng doanh s n ba ngn t USD hay mt phn t tng sn phm quc dn Nht nhng tt c u c mt mc li nhun rt mng. Li nhun thc s ca h ch t t l c 1/1000 trn tng doanh s.

Su ng khng l ny ca Nht mt nh hng tp trungnh chng ta c th d dng tng tng ra. Tt c cng c cc i l n theo hu hng, nh bun, nh ti chnh, nhng ngi u t vn v cc ch u t ca cc cng ty con ca tp on. Cng lc, hin nay su tp on ny cng m rng thm vng hot ng ca h sang vi cc lnh vc cc nh my sn xut xng du v kh t, cc nh my pht in, cc t hp v tinh truyn thng v cc h thng truyn hnh cp.

Phn ln cc cng ty con ca cc tp on ny u ang l l. V d nh Mitsubishi Electric, cng ty tr gi 29 t USD sn xut mi th t cc con bn dn in t cho n hng in t tiu dng, t thit b khng gian cho n cc h thng vn chuyn. Mi lc v li nhun ca h ang suy gim t u thp nin 90.

Cng ngy tn tui ca mt thng hiu cng tr nn quan trng v nhng cng ty tng t nh Mitsubishi cng lc cng phi chu tn tht nhiu hn. Ci tn Mitsubishi ngy nay l i din cho qu nhiu th khc nhau nh Mitsubishi Motors, Mitsubishi Bank, Mitsubishi Heavy Industries, Mitsubishi Chemical, Mitsubishi Materials v kt qu l n hu nh chng cn l i din cho mt th g.

Vic thc hnh m rng dng sn phm cc cng ty Nht c phn chu nh hng t tc ng ca nhng li bnh lun y tng bc ca cc cc cy bt kinh t, nhng ngi ch nhn thy s ho nhong ca ti chnh b ra m khng h quan tm n nhng cu chuyn thc t. Mt trong nhng l do vin dn tt nht ca h l thng hiu Yamaha. Mt nh sn xut xe gn my thnh cng ra sao trong vic bn n piano, l cu vin dn thng c dng trong cc cu chuyn ca nhng ngi vit v kinh t ho nhong ny.

Trc ht, Yamaha Motors l mt cng ty c lp, ch c mt phn ba c phn l thuc v cng ty sn xut n piano Yamaha Corporation. Th hai, Yamaha Corporation khng h thc s thnh cng v ti chnh. Mt tp oan theo phong cch Nht thng thng, Yamaha Corporation sn xut th ch khng ch l nhc c.

Trn thc t, Yamaha l nh sn xut nhc c ln nht th gii. Trong mi nm va qua Yamaha bn ra hn 46 t USD sn phm v t l li nhun thc s ca h l cha y 1%. Kinh doanh vi t l li nhun thp dng nh l phong cch kinh doanh ca ngi Nht v h lun kin nh vi trit l m rng dng sn phm v mt thc marketing tp trung vo gi thp.

Nht l t nc ca hng ngn cng ty tng t nh Yamaha, sn xut ra mi th c th di cng mt thng hiu v n lc cnh tranh bng gi. Hitachi (76 t USD), Toshiba (48 t), Sony (40 t), NEC (38 t), Canon (19 t), Sanyo (16 t), Sharp (15 t) v Ricoh (10 t), cng nhau tm tp on ny c tng mi lc l 261 t USD vi li nhun bng khng! Cng ty l nng nht l Sony vi 2,9 t v cng ty tt nht l Sharp c li nhun l 295 triu USD, t l li nhun l hn 2% cht t. (Caterpillar, mt cng ty M c mt doanh s tng t t c t l li nhun trung bnh l hn 7%).

V lu v di, cc tp on Nht ni trn s khng th no thch ng c vi vic thu hp nh hng tp trung i vi nhng thng hiu mnh m v c t l li nhun cao. Th trng chng khon th gii ngy nay cng ang phn nh s yu km ny ca cc cng ty Nht, t nm 1990 n nay (1996) th trng Nht suy gim 50% gi tr trong lc th trng M tng ln 75%.


18

Bi 9

Din bin ca tnh trng ny cn to thnh nhng tc ng t hi hn cc nc m chnh ph s ti gn nh nm ton quyn kim sot nn kinh t nh Hn Quc. T thc t ny, nn kinh t Hn Quc cng gn nh b chi phi hon ton ch bi bn tp on sn xut hng u ca t nc ny: Samsung (63 t USD), Hyundai (63 t), LG (48 t) v Daewoo (40 t).

T chip in t cho n tu bin, nh trong mt qung co ca Hyundai cng b. Trn thc t, cng ty ny gn nh sn xut mi loi sn phm ngoi tr cc loi bn ra nh bp. Nh tuyn b ca Hyundai, cng ty ny c hot ng trong cc ngnh cng nghip sau: xe hi, in t, vn ti bin, cu ng v xy dng, my mc v thit b, ha du, thng mi v vn chuyn.

Hy nhn th qua cc ging sn phm ca Samsung: in t tiu dng, ng tu, chip in t v mn hnh, khoa hc khng gian, ha du, cu ng v xy dng, bo him nhn th. Vy m gn y Samsung cn chi ra thm 378 triu USD mua c phn ca AST Research, mt nh sn xut my tnh c nhn ang l l ca M.

Cn ng ngc nhin hn l quyt nh lin doanh vi Nissan t thm chn vo ngnh cng nghip sn xut xe hi ca Samsung. Vi ch chuyn quyn Hn Quc lc , quyt nh ny cn phi c chnh ph cho php v Ch tch Lee Kun Hee, con trai ca ngi sng lp ra Samsung phi n lc vn ng ht mnh mi c c s cho php t chnh ph.

iu g s xy ra nu General Electric cng quyt nh s sn xut xe hi? Th trng chng khon s t ng iu chnh, chnh xc l nh vy. Vai tr ca th trng chng khon khng ch l cung cp vn v kh nng chi tr cho cc t chc cng nh nhng nh u t m cn cng lc kim sot v km ch cc hnh ng vung tay qu trn ca cc t chc kinh doanh.

Tp on LG cn trong mt tnh trng ng lo ngi hn na. Khng ch v h b i ci tn Lucky Goldstar v thay bng nhng ch ci v ngha m cn v tp on ny ang cng lc m rng ra nhiu hng kinh doanh hon ton khc nhau. vng ng Nam v n , tp on ny ang nhng tay vo cc ngnh cng nghip ha du, lc du v pht trin a c cng lc vi cc ngnh ngh truyn thng ca h v in v in t vi cc loi my thu hnh, sn phm nghe nhn, in gia dng, my tnh v thit b vn phng t ng, bn dn v mn hnh tinh th lng.

Gn y Cng ty ny b ra 351 triu USD mua li 58% c phn ca cng ty sn xut my truyn hnh Zenith Electronics. Khng c g ng ngc nhin khi t nm 1984 n nay (1996), Zenith cha h c c mt nm c li. Trn th trng c bo h qu hng, LG vn l thng hiu s mt v my truyn hnh, t lnh v my git nhng trn th trng quc t cc ging sn phm m rng ca h ang nm trong tnh trng bt li nng n.

Daewoo cng ang i theo tng bc chn ca ba tp on sn xut cng qu hng ca mnh. Cng ty ang n ngp u ny mi u t 1,1 t USD c c 60% c phn ca nh my sn xut xe hi quc doanh ca Ba Lan sau khi u t 340 triu USD vo mt nh my xe hi khc cng ca Ba Lan.

Cng ty ny cng b ra 156 triu USD thnh lp mt lin doanh sn xut ging xe Cielo ca h Rumani. Daewoo cng xy dng cho thng hiu xe Cielo ny n v d nh s u t 5 t USD vo ngnh cng nghip xe hi n trong nm nm sp ti (1996 2001). Daewoo cng u t 2 t USD vo mt nh my sn xut xe hi lin doanh Trung Quc v hai nm trc cng ty ny cng xy dng mt nh my sn xut xe hi tr gi 500 triu USD Uzbekistan.

Bn c th tng khng, Daewoo khng ch l mt cng ty xe hi. Daewoo cn l mt cng ty thng mi, in t tiu dng, xy dng, vn ti bin, my tnh, in thoi v dch v ti chnh na.

Hn na, Daewoo cng hon ton khng phi l mt cng ty sn xut xe hi ang c li nhun. Bt k n h thng bo h kinh t ca chnh ph trong nc, trong bn nm va qua (1992 1996) cng ty ny mt


19

trng 450 triu USD. Vy m h vn ang sn sng thm nhp vo th trng xe hi c tnh cnh tranh cao nht th gii, th trng M, vo u nm 1997. Thi nh, ch cn bit chc h may mn!

H thng tp on chaebol Hn Quc v keiretsu Nht h tr cho cc cng ty trong nc trnh khi p lc cnh tranh trn th trng trong nc nhng khng th lm c g h tr cho sc cnh tranh ca cc cng ty ny trn th trng quc t ngoi vic h tr ti chnh cho nhng mt mt c nc ngoi. (Dng li nhun trong nc h tr cho mi lc trn th trng quc t l bn ph gi, mt vic lm bt hp php theo lut thng mi quc t.)

Vic khuyn khch vic m rng cc ging sn phm ca h thng tp on chaebol v keiretsu thc s tn hi sc mnh ca cc cng ty Nht v Hn Quc trn th trng quc t.

Trung Quc cng dng nh ang i theo li mn ny. Ch tch ca Sinochem, cng ty ln nht Trung Quc, ng Zheng Dunxun ngh rng cng ty tr gi 15 t USD ca mnh vn cn l qu nh - Chng ti cn phi m rng ra vi mi lnh vc tht nhanh chng cnh tranh. V vy ng ny chuyn Sinochem sang hnh thc ca mt cng ty ti chnh, cng nghip v thng mi a quc gia theo phong cch Nht m gii truyn thng Trung Quc xng tng nh mt my bay vn ti nng. Khu ng V i l tuyt vi dng nh c xem nh mt t ch ca h thng qun l m cc nh qun l Trung Quc nhm n.

V i ch c th l tuyt vi i vi nhng cng ty c nh hng tp trung cao.

Ngnh cng nghip xe hi Trung Quc l ht sc manh mn. Chng c my ngi Trung Quc c th k ra tn ca mt trong 130 nh sn xut xe v xe ti trung Quc. iu ny tng xy ra M khi General Motors va mi c thnh lp.

Cc vn mang tnh chn lc lu di s cng lc cng tr nn phc tp hn i vi cc nc Nht, Hn Quc v Trung Quc s l vic ng tin c xem xt di thc ton cu ha. Trong tng lai, cc cng ty khng cn c th da vo cc ng tin c t gi thp na. Vic chuyn sang u t vo cc cng lnh th mang v t l li nhun cao hn s l qu d dng i vi cc nh u t.

Cng khng khc g cc loi sn phm hay dch v, vn u t trong tng lai s v nhng quc gia mang li t l li nhun cao nht. Nu cc keiretsu v chaebol khng tm ra c phng cch nng cao li nhun ca h, h ri s i n tnh trng thiu vn hot ng. Khng c li nhun, mt tp on khng th no tha mn c cc yu cu v vn trong tng lai.

Rt nhiu cng ty hot ng trn th trng M to thnh nhng keiretsu v chaebol ca ring h bng cch lin kt hay hp tc. Theo cng b ca cng ty t vn v qun tr Booz, Allen & Hamilton, con s cc lin minh nhy vt t 750 trong nhng nm 1970 ln thnh 20.000 trong khong thi gian nm nm t 1987 n 1992. Nhng cho n ny chng ta kh c th gi tn ra mt lin minh kinh doanh no thc s to thnh nhng thnh cng ng k. Trn thc t, hu ht cc lin minh trn u c to thnh v kht vn, thiu ti nguyn. Cc lin minh lm cho mt t chc mt i nh hng tp trung vn c ca mnh.

Hy ly v d nh lin minh Apple v IBM. Keiretsu my tnh ny to thnh hai lin doanh trn lnh vc phn mm, Taligent v Kaleida, nhng cho n thi im ny (1996) c hai cng ty lin kt ny u cha thc s sn xut ra mt sn phm no c th mang li li nhun thc s cho c Apple ln IBM. V trong tng lai cng vy, hai cng ty lin kt ny cng chng c v g l ri s to thnh li nhun.

Nhng con s thc t s cng c cho kt lun trn. Vo ngy vic lin kt ny c thng bo rng ri trn ton th gii nh mt s kin c bit ca thnh ph San Fransisco, ngy 2 10 1991, Apple v IBM l hai cng ty s mt v s hai trn th trng my tnh c nhn M vi 35% th phn nm gi. Bn nm sau, hai nhn vt chnh ny tt xung s hai v s bn vi ch 21% tng th phn cn nm gi c v hai hai nh iu hnh tha thun vic lin mnh ny, John Sculey ca Apple v James Cannavino ca IBM, u phi khn gi ra i.

Tm c khng th l thc o th hin sc mnh ca mt t chc m tm c s l mt t huyt mt khi t


20

chc khng th nh hng tp trung.

Nhn nh ny l mt hnh nh tt m cc cng ty cc nc nh nn ghi nh. Cc cng ty ny vn lun phn nn v s kh khn khi xut khu sang cc th trng ln v pht trin hn. Cc cng ty ny vn thng e ngi phi i u vi cc cng ty pht trin hn v ln hn.

Vn khng phi nm tm c ca mt t nc m chnh l mc nh hng tp trung ca cc cng ty. mt nc nh, mt cng ty thng khng th a dng ha hot ng rng bng mt cng ty mt nc ln. Cc cng ty nh ch phi tr gi trn cc th trng ln hn v h khng chuyn nghip ha v nh hng tp trung ngay trong cc th trng a phng ca mnh.

c th cnh tranh hiu qu trn cc th trng quc t, mt cng ty cn phi thu hp ging sn phm li v tp trung vo vic thit lp tn tui v s c mt trn th trng ca mnh. Hy ch l c chua hay gy bng chy, my thu thanh hay o lng th, nhng cng ty thnh cng mt cch ton cu nht l cc cng ty c nh hng tp trung bn nhn v mt lng quyt tm bn trn mt chn th trng ton cu.

Bi 10

Cng n vi s nh hng tp trung v chuyn bit ha mang tnh ton cu l s thay i c cu ca cc nn kinh t v cng nghip. Cc cng ty v c cc quc gia na, khng cn c th cnh tranh cng lc trn nhiu phn on th trng mt cch hiu qu c na. Thay i l quy lut ca ngy hm nay.

Vic nhng ngnh cng nghip nh ngnh sn xut my truyn hnh M chuyn hot ng ca h ra nc ngoi khng c ngha l nc M qu t. Trn thc t li l v nc M l qu tt. Chuyn nghip ha i hi s hy sinh. Vn v nhn cng M c s dng tt hn trong cc ngnh cng nghip hng khng, in nh v vi tnh, nhng ngnh ngh m s nh hng tp trung cao em li cho cc cng ty ny M kh nng chi phi cc th trng quc t.

thc ton cu ha cc cng cuc kinh doanh ang tc ng khin cho cc cng ty cng nh cc quc gia buc phi tr thnh chuyn nghip ha hn na, mt xu hng thc s lnh mnh v cng bng. Mt quc gia tp trung ton b nng lc, nhn lc v vt lc ca h vo mt s ngnh cng nghip nht nh l mt t nc s tr thnh chuyn nghip.

V s l mt quc gia chc chn giu mnh.

2- S PHN CHIA V LC CHI PHI

Cng khng khc g cc amip t phn chia trong cc a nghim, cc cng ty cng tng t nh mt bin cc dng sn phm khng ngng phn chia nh th.

Mt dng sn phm thng bt u t mt thc th c nht hnh thnh v pht trin di tc ng chi phi ca mt cng ty no . Nh IBM tng chi phi hon ton dng sn phm my tnh vi cc my tnh trung tm (my tnh ln ca nhng nm 1950 v 1960).

Cng vi thi gian, dng sn phm ny t phn chia thnh hai hay nhiu dng sn phm khc na. My tnh trung tm, my tnh nh, siu my tnh, my tnh t iu chnh, my tnh c nhn, my tnh trm, my tnh xch tay, my tnh s tay (notebook) v cn nhiu na s tip tc xut hin.

Bia trc y ch n gin l bia. V ri dng sn phm c phn chia ra v kt qu l ngy nay chng ta c bia ni a v bia nhp khu. Bia thng v bia nh. Bia ti v bia kh (nguyn liu bia ngi mua t lm). Bia t tin v bia r tin. Bia v bia trong. Thm ch c n bia khng nng cn. V s cn nhiu na

Ford tng chi phi c th trng xe hi th gii vi loi xe Model T ca h, mt loi xe c sn xut ch nhm mt mc ch duy nht l gip cho con ngi di chuyn. V ri dng sn phm cng phn chia ra. ngy hm nay chng ta c xe hng sang, xe trung bnh v xe bnh dn. Xe nhp khu, xe ni a. Xe th


21

thao v xe bn th thao. V cn nhiu na ri s n

Hng dc phm Bayer tng chi phi th trng thuc gim au vi aspirin. V ri dng sn phm cng phn chia ra thnh nhiu loi ha phm gim au khc nhau nh acetaminophen, ibuprofen, naproxen sodium v cn nhiu na s n trong tng lai.

Mi mt phn on l mt thc th c lp v khc bit. Mi mt phn on c nhng l do ca ring mnh hin hu v mi mt phn on ny c sn phm lnh o ca ring n. Bayer dn u trong phn on aspirin. Tylenol dn u trong phn on acetaminophen. Advil l lnh o ca phn on ibuprofen v Aleve l lnh o ca phn on naproxen sodium.

S phn chia ny l thc t ca cuc sng v l lc tc ng ca mi trng kinh doanh. S phn chia ny ang din ra trong mi dng sn phm ang hin hu t my tnh cho n truyn thng, t sn phm in t tiu dng cho n truyn hnh cp.

Nu vy ti sao cc cp iu hnh kinh doanh li tin vo iu ngc li? Ti sao nhng ngi ny li tin rng cc dng sn phm s cng pht trin vi nhau v khng th b phn chia? V ti sao nhng nim tin ny li khin cho nhng ngi ny lm cho cng ty ca h mt i nh hng tp trung mt cch nhanh chng?

Sc mnh ca khi nim tng no kha kn tr tng tng v lm cho h ch nhn thy nhng iu khng th xy ra?

Chnh khi nim tng v s hi t bng kn s tht, khi nim ln nht v sau cng nht cho n lc ny (1996) ca cc khi nim qun tr mang tnh xu hng v nht thi.

Mi mt thp nin qua u c nhng xu hng pht trin nht thi c hnh thnh m ri thi gian chng t l sai lm. Trong thp nin 1960 l xu hng tp on ha hnh thnh t nim tin, mt nh qun l chuyn nghip c th qun l c mi th. Textron, AM International, ITT, LTV, Litton v cn c mt danh sch di na cc tp on hnh thnh trong thi gian ny, tt c u c c nhng lc rc r di nh sng mt tri trc khi tn li.

Sau ny, Wall Street Journal c nhn nh, l thuyt tp on ha ghi nhn l cc cng ty hot ng trong nhiu lnh vc kinh doanh khc nhau s kh b tn thng hn khi mt phn on th trng no i vo thi k suy thoi v c th nhn c li ch ca vic qun l tp trung. Nhng xu hng ny s gnh chu tn hi mt khi c phn ca tp on suy sp cng vi s sp ca th trng chng khon trong nhng nm 70. Qu th, xu hng tip qun cc cng ty trong thp nin 80 n t s tan v ca cc cng ty a ngnh ngh.

Trong thp nin 1970 l xu hng a dng ha hnh thnh t nim tin, cc cng ty cn phi c mt hot ng kinh doanh bn l cn i li cc hot ng kinh doanh cn bn ca h. Xerox, Westinghouse v hng ng cc cng ty khc bc chn vo kinh lnh vc dch v ti chnh vi nh l cn i li cc hot ng sn xut cn bn ca mnh. V thit hi c ghi nhn l cng lc cng cao.

V d gn y nht l Seagram vi mt cng ty nc gii kht v mt cng ty dch v gii tr. C i lc bn t c thnh cng nhng trn quan im chin lc tp th th, a dng ha khng em li s cn i ny nh cc cng ty tin tng.

Michael Porter, sau thi gian nghin cu hot ng ca ba mi ba cng ty ln ca M trong khong thi gian t 1950 n 1986 i n kt lun l a dng ha hot ng lm tn hi gi tr c ng nhiu hn l to thnh gi tr cn c. Hu ht cc cng ty ny loi b nhiu hot ng m h tip nhn hn l gi c.

thc a dng ha c hnh thnh trn cn bn tng, kt hp hai thc th kinh doanh hon ton khc bit b tr ln cho nhau. Khi hot ng ny i xung th hot ng kia c th s pht trin v ngc li. l l do khin cho mt cng ty sn phm in nh General Electric li i mua mt cng ty khai thc m


22

nh Utah International. Xu hng pht trin ca thp nin k li c hnh thnh trn cn bn mt tng i nghch. Mua mt cng ty c hot ng tng t nh mnh.

Trong thp nin 1980 l xu hng cng lc hnh thnh t nim tin, mt cng ty c th li dng cc tnh tng ng ca sn phm nh trong trng hp tp ch v phim nh vi Time Warner, nc cola v ru vi vic tip nhn v ri loi b Taylor Wine Co. ca Coca-Cola, hay hng in t tiu dng v phim nh vi vic Sony tip nhn hng phim Columbia. Mi vic vn cn ang tip din nhng nhng kt qu u tin l khng sng sa mt cht no.

thc cng lc v ngi anh em thn thit ca n, lin minh kinh doanh, vn cn v lun hin hu nh nhng cu ch trong cc bui hp ca ban qun tr cc cng ty M. AT&T mua li NCR nhng tht bi trong vic tm ra s cng lc gia truyn thng v my tnh. (Gn y AT&T t b thc cng lc v phn thnh ba phn c lp, mt v d v lc tc ng ca s phn chia.)

Xu hng pht trin ca thp nin 1990 l thc hi t hnh thnh t nim tin, cc k thut cng ngh s ha ang cng n. V nim tin ny m cc cng ty cn phi st nhp hay hnh thnh cc lin minh c th nhn ly li th t xu hng pht trin y sc mnh ny. S bc n truyn thng da vo xu hng hi t ny l ht sc rng ri. Mi n phm kinh doanh qun l u xu vo n theo thc tp trung ca xu hng pht trin ny.

T Fortune vit, Hi t s l cu ch chnh trong thi gian cn li ca thp nin ny. Hi t khng phi ch l truyn hnh cp v in thoi cng vi nhau khng thi. M cn l cc nn vn ha v cc t chc ca cc ngnh cng nghip chnh truyn thng, my tnh, gii tr, in t tiu dng, xut bn v ngay c bn l tt c s hi t cng nhau trong mt ngnh cng nghip v m cung cp thng tin, gii tr, sn phm v dch v cng lc n tn nh v vn phng lm vic ca bn.

Wall Street Journal, Sc l cm nhn bnh thng trong nhng ngy ny i vi cc lnh o ca nm ngnh cng nghip ln nht th gii: my tnh, truyn thng, in t tiu dng, gii tr v xut bn. Di s hi t ca cng ngh kh nng chuyn i cng lc cc on phim, m thanh, hnh nh v vn bn di hnh thc s ha- m h c th cng nhau to thnh.

New York Times, khng c g l mu nhim c khi in thoi v truyn hnh cp li cng theo ui ln nhau. Nhng khc bit cng ngh phn cch in thoi v truyn hnh s nhanh chng c san bng ch mt cng ty thi cng c th cung cp cng lc tt c.

Bi 11

Nhng lnh vc no ri s phi nhn nhng tn hi t cuc cch mng s ha?

Mt trong nhng cuc phi hp c v hp thi nht l cuc phi hp gia hai ngnh cng nghip: vi tnh v truyn thng. Khi nim ny c khi xng vo nm 1977 bi cng ty Nht NEC. Mt d n do cu tng gim c iu hnh Koji Kobayashi xng, vi tnh v truyn thng, hay C&C nh ngi ca NEC thng gi. Trong thp nin 1980, gi tr c phn ca NEC trn th trng chng khon Nht suy gim gi tr 28%.

AT&T theo ui quan im chin lc C&C ny trong hn mi nm v cui cng nh loi b. Vo nm 1983, ch tch ca AT&T vo lc , ng Charles Brown ni: ng lc ca cuc cch mng ny l s hi t ca hai ngnh cng ngh vi tnh v truyn thng, s hi t ny s thc s lm thay i nh ngha ca ngnh cng nghip vin thng.

Ln u tin chin lc C&C c m phng li l vic hnh thnh nn AT&T Information Systems v chin dch marketing cc loi my vi tnh c nhn v trm lm vic (workstation) khng th gi l thnh cng ca AT&T. Sau tm nm hot ng, AT&T Information Systems ny phi chu l n 2 t la. Cuc m phng C&C th hai c AT&T bt u li vo nm 1991 vi vic b ra 7,4 t USD mua li NCR Corporation. Vi NCR trong tay, AT&T s ni kt con ngi v cc t chc vi h thng thng tin


23

ca mnh trong mt h thng vi tnh ton cu khng bao gi ngt qung, ch tch Robert Allen hng hn ha hn nh trn.

NCR, vi tn mi Global Information Solutions, vn lun l mt thm ha ti chnh ca AT&T k t khi c st nhp cho n lc gii tn. Ch trong bn nm u hot ng, cng ty mi ny phi i n bn i tng gim c iu hnh.

Mt trong nhng vn ca Global Information Solutions chnh l dng sn phm m rng ht mc ca h, t my tnh c nhn cho n my tnh trung tm, t my tnh trung bnh cho n my tnh trung tm a nhim. u l nh hng tp trung ca Global Information Solutions? Khng c g phi thc mc khi AT&T quyt nh chia tay vi mi t v ny ca h. AT&T t b vin kin vn tng c xem l v i ngy no ca h kt hp vi tnh v truyn thng thnh mt ch thng nht, bo New York Times vit v vic ny. Cui cng, vin kin v i ny chng t n ch l mt o vng qu t .

Mt s ngi gi s hi t ny l cuc cch mng siu xa l thng tin s ha h thng dch v ton phn tng tc a phng tin khng gian o bng truyn rng nhng d bn c gi l g i na, thc t vn hon ton khc hn. ng lc ca cc cng ty trong tng lai phi l phn chia ch khng phi l hi t.

Hi t l phn li nhng quy lut ca thin nhin. Trong vt l, quy lut entropy xc nh mc mt trt t trong mt h thng khp kn l lun tng ln. Theo , mi hnh thc hi t u lm cho s vt mt trt t hn.

Trong sinh hc, quy lut tin ha ghi nhn rng cc ging loi mi c to thnh t s phn chia ca mt ging loi duy nht. Hi t, theo mt cch no , c ngha l bn tin rng cc ging loi khng ngng kt hp li vi nhau.

Thc t l hon ton tri ngc. Thay v kt hp thnh mt loi mo-ch qui thai, cc ging loi ch mi, mo mi vn ang t hnh thnh.

Nh vi my vi tnh, theo cc l thuyt gia hi t, s c kt hp vi in thoi, cp v cc ngnh cng nghip truyn hnh tr thnh mt sn phm c th c gi l my cp truyn hnh vi tnh.

Trc y th sao? Mt cu hi tuyt vi. D sao th cho n nay (1996) ngnh cng nghip my tnh cng c hn bn mi lm tui, bt u t b my Univac ca Remington Rand c gii thiu t u nhng nm 1950. Trong hn bn mi nm va qua, my tnh c tng c hi t li vi mt sn phm no khc?

Theo ti l khng. Ngc li, iu chnh xc m ngnh cng nghip my tnh lm l phn chia ra.

George Santayana vit, nhng ai khng th nh li c qu kh l ng ti phi lp li iu xy ra. My tnh u tin ca nhn loi, nu bn c nh c, vn ch c gi chnh xc l my tnh. Ch mi cho n khi Digital Equipment Corp. tung ra sn phm my tnh nh, my tnh trc mi c gi l my tnh trung tm phn bit. Vi s pht trin ny, ngnh cng nghip my tnh phn chia thnh my tnh trung tm v my tnh nh.

Trong nhng nm qua, sn phm my tnh vn tip tc phn chia ta v kt qu l ngy nay chng ta c my tnh c nhn, my tnh xch tay, my tnh s tay, my tnh vit, trm lm vic, siu my tnh, v.v

Nu chng ta tin vo cc l thuyt gia hi t l mi s phn chia ny ri s bng nhin ngng li v ri cc loi my tnh s hi t li. Vi ci g ? C phi ai qun mt i qu kh? Dng nh chc chn l vy!

C th no my tnh ri s hi t li vi my truyn hnh? Bill Gates ngh th. B my m chng ta ni n y c y cc tin ch nh mt my truyn hnh. Hon ton khng t mt cht no, bn c th t chng trong phng khch v s dng vi mt ci iu khin t xa nh b. Bn trong b my ny l cc


24

con chip in t mnh hn xa nhng con ang c dng trong my vi tnh ngy nay. Mt b my mi cn phi c mt tn gi mi v chng ti gi chng l mt ci PC/TV.

PC/TV ? Mt tng tuyt vi nhng li hm cha mt tng lai tht bi. Cng ngh l khng th hi t, chng s phn chia. Nhng dng nh cc cng ty li thch th m chi ra nhiu triu la c th nhn thy ci cht, kt cuc cui cng ca cng ngh. Mt vi nm trc y, Hewlett-Packard v Time Warner thng bo k hoch phi hp pht trin cc cng ngh cho php mt my truyn hnh c th in ra phiu mua hng, chng trnh qung co, cc loi tp ch, v.v cha mt th no c d kin tr thnh hin thc.

Cc nh sn xut hng in t tiu dng cng gii thiu mt loi my kt hp gia truyn hnh v my vido. Ti sao li khng nh? Trn thc t, loi my phi hp ny c tung ra th trng nhng chng bn c bao nhiu! Vn l ngi ta khng h mun mua mt my truyn hnh hay vido mi mt khi cc my c nh ca h vn cn tt. Bt hnh thay cho cc nh sn xut loi my phi hp ny l qu him trng hp m c my truyn hnh ln my vido ca mt ai li h cng mt lc.

Th cn l vi ba th sao? N tng c kt hp vi l in hay l ga khng? Cha bao gi, cng v cng mt vn tng t. Ti sao ngi tiu dng li phi vt b i l bp vn cn hon ton tt ca mnh i mua thm mt ci l phi hp vi ba-in-ga cng lc?

Hy xt th mt v d khc na. Nu c hai loi sn phm no nn c phi hp chung li vi nhau th phi l my git v my sy. Chc chn bn s mua mt loi my phi hp hai chc nng c tnh h tr nhau nh th nhng, dng nh chng c bao nhiu ngi mua! C hai ci my ny ring r l tin dng hn l mt ci phi hp nhiu. Bn c th git m k tip trong lc lm kh m va c git xong!

Mt trong nhng khi nim hi t c a chung khc l tng mua cng mt ch. Rt nhiu cng ty tn cng tn sc rt nhiu lm cho khi nim ny c th chng t tnh hiu qu. Mt trong nhng cng ty qung co ln v danh ting hng u ca th gii, Saatchi& Saatchi, tng m mt vi tng c v nh tuyt vi ny. V vy, Saatchi& Saatchi mua mt l mt lc cc cng ty thit k v t vn trong mt n lc nhm tha mn mi nhu cu c th ca cc khch hng ca mnh.

Chng bao lu sau, l l c tng mi khin cho Saatchi& Saatchi buc phi bn i cc cng ty khng chuyn v qung co ny ca mnh. Trong thi gian ny, c phn ca h rt xung t 80 USD cn li ch 2 USD vo thi im hin nay (1996).

Bill Gates cng c mt tng hi t khc vi mt sn phm c gi l Wallet PC. Mt th kt hp cc vt dng c nhn nh cha kha, th chi tr, th tn dng, giy t ty thn, hnh nh c nhn v cc loi dng c vit.

Nc ci ch? ng nhin, nhng cc loi phng tin truyn thng lm cho tng ny c chp nhn bi mt s t nhng ngi chng h ng ci mt cht no. S tht l ng lc kinh doanh khng phi l hi t m l phn chia.

Khi cc sn phm hi t c gii thiu ra th trng chng ch hp dn c mt s ngi tiu dng nh b. Mt trong nhng nhn chng sng ca thc t ny l my Newton ca Apple, mt s phi hp gia my tnh, lch in t, my fax v my kt ni khng dy. Khng c my sn phm mi nhn c nhiu s ch t gii truyn thng nh vy nhng, bt hnh thay cho Apple, chng c bao nhiu my Newton ny c mua.

Mt trong nhng d on hp dn nht l v s phi hp gia hai ngnh truyn hnh cp v dch v in thoi. D sao c hai hnh thc kinh doanh cng cng cung cp dch v ca h qua dy dn n tn nh cc khch hng. Vy ti sao li khng kt hp hai dch v ny li vi nhau. Th l c nhiu cng ty th nghim vic kt hp ny thm d cc kh nng tuyt vi ca n.

Vic Bell Atlantic b ra 32 triu USD mua li Tele-Communication l v d r rng nht cho thc


25

hi t ny. Tha thun trn khng thnh nhng thc hi t hai lnh vc trn vn cn . Cc cng ty truyn hnh cp vn nhc n vic nn mua li cc tng i in thoi v ngc li, cc tng i in thoi vn m n vic thn tnh mt cng ty truyn hnh cp.

Bi 12

Mi cng ty truyn hnh cp ngy nay u ang ln k hoch ginh ly 10% th phn ca cc cng ty in thoi a phng, mt ph ch tch ca Bell Atlantic pht biu. Ch tch ca Time Warner d kin vo nm 2000, doanh thu v in thoi ca cng ty ca ng s vt qua mc 1 t la, tc l khong mt phn ba tng doanh thu dch v truyn hnh cp hin ti ca h.

Khng phi lc no cc tnh nng k thut kh thi cng c chp nhn trn chn th trng. Ngoi vic gi thp, yu cu u tin m ngi tiu dng cn n dch v in thoi l g?

Tnh ng tin, ng nhin. Nu nh ca bn bt ng b chy, bn cn phi gi c ngay cho cnh st cu ha ng nhin. Gn nh khng bao gi ng kt ni in thoi ca chng ta b gin on nhng tn hiu truyn hnh cp th vn thng b t on.

Nu vy, l do g li khin cho mt ai khng mun dng ng truyn in thoi ang tt ca mnh na i sang dng dch v in thoi qua cp truyn hnh vn thng h hng? Chng ta c th sng m khng cn cp truyn hnh nhng chng ta c th cht nu khng c ng truyn in thoi n nh.

Trong lc cc cng ty cung cp cp truyn hnh mun m rng dch v ca h sang vi lnh vc in thoi v truyn thng hai chiu th bn thn ngnh cng nghip cp ny li ang phn chia ra. C hn mt triu ngi M ngy nay ang xem cc chng trnh truyn hnh nh HBO, CNN, NFL games, Showtime, MTV v cc knh truyn hnh khc na qua H thng V tinh K thut S v H thng Tn hiu Trc tip.

H thng Tn hiu Trc tip l mt h thng sinh sau mun nhng li khng c khi xng bi ngnh cng ngh cp m l bi Hughes Electronics, mt cng ty con ca General Motors. iu ny l hon ton bnh thng, khi cc cng ty dch v cp cn ang bn bu phi n lc thm nhp vo th trng ca mt ai khc, h cn u thi gian rnh ri m nhn ra l ngnh cng nghip ca mnh ang phn chia. Cc lnh o ca ngnh ngh thng khng b vt qua bi nhng sn phm ca cc ngnh cng nghip khc m li b lt bi chnh nhng sn phm trong ngnh cng nghip ca mnh khi dng sn phm bt u phn chia ra.

Cc h thng cp khng dy vn ang c pht trin. Dch v cp trc y vn ch l dch v cp. Ngy nay phn chia thnh ba dng khc nhau cp thng, cp khng dy v H thng Tn hiu Trc tip. V s cn nhiu na s xut hin trong tng lai.

Ti sao tnh hi t kinh doanh li c chp nhn qu d dng khi khng h c c mt chng c r rng no v tnh hiu qu? Chnh bi v quan im ca cc tng gim c iu hnh. H mun tin vo tnh hi t bi iu ny ha hn lm cho t chc ca h tng trng v kch c. Nu cng ty ca mnh lin kt vi mt cng ty khc na, c hai gp li s tr thnh mt t chc c quy m gp i.

Theo truyn thng, hi t c th c xem nh mt s kt hp hng ngang, s hp nht ca hai i tc cn bng. Hin nay mt hnh thc hi t mi na ang chim trn ngh ca cc tng gim c iu hnh ca cc cng ty. iu ny c gi l hp nht hng dc hay hi t hng dc.

Hnh thc hi t hng dc c th hin r nht qua vic mua Capital Cities/ABC vi gi 19 t USD ca Walt Disney. Mt cuc st nhp ca mt bn sn phm v mt bn phn phi. l mt s kt hp mt cng mt bng bn theo li ca Michael Eisner, tng gim c iu hnh Walt Disney.

Suy ngh ca ng ny cng sai lm khng khc g bi ton ca ng ta. Cnh tranh mi l ng lc ci thin dng sn phm ch khng phi nhng tha thun v phn phi bi tai. Quan im ca ABC l h s c c nhng sn phm tt m khng phi chu p lc c c sn phm ca Walt Disney. Quan im


26

ca Walt Disney l sn phm ca h s c phn phi m khng phi chu p lc c c nhng tha thun phn phi ca ABC. Bi vy, mt cng mt ch c th bng mt ri ch khng th l bn.

Hy hi Matsushita. Tp on ny mua MCA, mt hng phim ln, c c phim cho cc b my Panasonic ca mnh. Tuy MCA pht trin mnh di s qun l ca Matsuchita nhng t chc ny li khng nhn c tnh cng lc qu gi m n nhm n cho cc b my Panasonic. V vy h bn cng ty phim ny li cho Seagram.

Hy hi Sony. Cng mt suy ngh khng khc g Matsushita, h cng mua li hng phim Columbia Pictures. Sau nm nm l l khng ngng, Sony buc phi bn li hng phim ny vi gi thp hn lc mua 2,7 t USD.

Vy m Sony vn khng chu t b vic hi t mang li tn hi r rng cho h. Noboyuki Idei, ch tch mi ca Sony, ang d nh tin hnh mt bc m cn rng hn na. ng d nh s bc vo lnh vc phn phi phim nh, chng trnh truyn hnh, nhc, phn mm vi tnh v cc hnh thc lp trnh khc na lp y nhng mt xch cn thiu gia hai hot ng chnh ca Sony: to thnh cc chng trnh v sn xut my th hin cc chng trnh. M c ca ti l, ng Idei ni, san bng cc khong trng gia vic to thnh sn phm v tiu th sn phm.

Nhng cho d bn c gi l san bng khong trng hay m rng dng sn phm, hay hi t hng dc g g i na th cng ch l mt cch thc hnh khc na lm cho mt t chc tr thnh mt nh hng tp trung. Cc cng ty m rng dng sn phm cho d v l do g i na th cc cng ty ny cng ang a lng ra lnh nhn s tn hi t s tin cng ca cc cng ty cnh tranh c nh hng hp ang ginh ly nhng li th t s phn chia ch khng t s hi t.

Nu khng th c mt ai d kin chnh xc c tng lai, lm sao mt ai c th chc chn hi t l khng hiu qu?

tr li phn no chnh xc cho cu hi ny, tt nht l hy nhn li lch s thm nh. Nu my tnh l sn phm tiu biu ca na sau th k hai mi, xe hi l sn phm tiu biu ca na u th k v nu s hi t l tc ng t nhin ca tin trnh cng ngh, vy nhng tng ng no m chng ta c th xc nh ra gia hai chng loi sn phm ny?

Hu ht cc s gia u chp nhn l xe hi c to thnh t tng u tin ca Kari Benz vo nm 1885, vy, sau hn mt trm nm tn ti v pht trin xe hi c tng c hi t vi mt loi phng tin vn chuyn no khc khng?

Khng h, chc chn nh th cho d khng phi t ngi tng th lm vic ny. Ted Hall tng pht trin mt loi xe bay vi tn gi Hall Flying Car, mt sn phm m hnh tng c gii thiu vi nhng d kin v i v tng lai ca n.

Vi xe bay, cc h thng giao thng s tr thnh li thi, chuyn kt xe s ch cn l chuyn ca qu kh, bn c th i n mi ni, bt k gi gic v hon ton t do. Tt c cc hng sn xut my bay chnh M thi u m tng n nhng mn li nhun khng l c th n t pht minh c o (!) ny ca ngi Ted. V ngi may mn trong cuc u gi lc l Convair, hng sn xut mua c pht mnh ny ca Ted Hall.

Thng By 1946, Convair h hi gii thiu mt mu xe bay hon chnh vi tn gi l Convair Model 118 ConvAirCar. Ban qun tr ca Convair d on mt cch hon ton lc quan d kin mi lc l trn 160.000 xe bay / nm vi gi ch 1.500 mt chic cng ph ph cho i cnh v s c cho mn rng ri mi sn bay trn ton nc M.

Bt k mi n lc qung co cng nh s thi phng ca gii truyn thng, ch c hai chic ConvAirCar c sn xut v cho n nay c hai vn nm yn trong kho cha El Cajon, California.


27

Ba nm sau , Mounton Taylor gii thiu mt mu xe th thao c th bay khi lp cnh v ui ri vo, mu xe ny c gi l Aerocar. Mu xe bay ny cng c thi kn ging trng m mt thi gian, thm ch n mc Ford Motor Company nh sn xut i tr loi xe c o ny. Nhng nh mnh sn an bi, cng nh ngi anh yu mnh Flying Car ca n chng c ly mt ngi mua.

iu ng ni l cc tng xu li dng nh khng th cht. Mi gn y, ch tch Paul Moller ca Moller International gii thiu mu xe bay M400 Volantor m cng ty ny tn hn hai mi lm nm v 25 triu USD pht trin. V cu gio s v k thut hng khng ny ca Vin i hc California Davis nhn c n by mi hai n t hng vi tin cc 5.000 USD cho mt xe bay vi gi l 800.000 USD chic.

c thit k tng t nh mt my bay ln thng, chic xe bay ny c d kin l s bc ln khng m khng cn ng ly trn. Chic Volantor ny cha bao gi c th thc s vn hnh trn khng nhng bit u n li c th vn hnh trn mt nc?

Bi 13

Vy bn ngh sao? Cc dng sn phm phn chia ra hay hi t li?

C rt nhiu ngi khn ngoan tin vo trit l c nhn ca h m h gi l quy lut ng gia. Nu mt na s cu tr li l en v mt na cn li l trng, vy cu tr li chnh xc nht cho trng hp ny phi l xm.

V vy, ngi ta vn thng chn ly s hi t lm cu tr li cho d thi gian thc hin c th phi ko di hn l mi ngi thng tin tng. l cu tr li xm cho cu hi v s hi t v li l mt cu tr li thng l sai lm.

Cho n lc ny, khi s hi t b chia thnh nhiu hng khc hn vi nhng d kin ban u, tng thut ca bo Wall Street Journal, kt qu vn cn nm tng lai. Mi vic vn ang tin trin, cc lnh o ca cc cng ty a ngnh ni, s phi tn thi gian hn, chi ph nhiu hn v phc tp hn nhiu so vi nhng d kin ban u.

l mt kiu th hin ca hi chng Vietnam. Mt khi chng ta quyt nh hnh ng, chng ta khng th sai lm. V vy chng ta s nhn i n lc, t thuyt phc v vic phi tr gi bng tnh ng n ca nhng vic phi lm ca chng ta.

Cc dng sn phm phn chia ra hay hi t li?

C thc tri t ang quay quanh mt tri nh Ptolemy ngh? Hay mt tri ang quay quanh tri t nh Copernic tin tng? Cu tr li gia s l mt tri quay quanh tri t trong mt na thi gian v tri t s quay quanh mt tri trong mt na thi gian cn li!

T bn ch ngha c ng l mt h thng kinh t tt hn dnh cho mt t nc? Hay Cng sn ch ngha mi l tt hn? i con ng gia l mt thm ha kinh t i vi cc t nc i theo hng ny.

Cc dng sn phm phn chia ra hay hi t li?

ng gia l iu t hi nht cho c hai thc ny. nh hng tp trung cho mt t chc i hi lng can m. Bn cn phi nhn thng vo mt ca t Wall Street Journal v thng thn ni, anh sai.

Khng h c mt con ng gia cho vic ny.

4- NHNG TN HIU TCH CC

Danh sch 500 t chc cng nghip ln nht ca t Fortune l thc o chnh xc nht v sc khe ca cc cng ty M.


28

Trong danh sch 500 cng ty ny, - 42 cng ty l l trong nm 1988. - 54 l l trong nm 1989. - 67 l l trong nm 1990. - 102 l l trong nm 1991. - 149 l l trong nm 1992.

Theo t l mt chnh xc tng dn ny ca thc o Fortune th ri mi cng ty c lit k trong danh sch Fortune 500 u s phi chu l trong nm 1997!

Nhng vo nm 1993, mi vic bt u thay i. Ch cn c 114 cng ty trong danh sch 500 ny l phi chp nhn l l. (d sao, t l cc cng ty tht bi vn l 23%.)

n nm 1994, ch cn c 40 cng ty phi chu l l nhng danh sch 500 cng ty hng u ny khng cn tng t nh nhng nm trc na bi y l ln u tin cc cng ty dch v cng c chn a vo danh sch ny.

Mt trong nhng l do em li s ci thin ny c th n t s thay i trong thc hot ng ca cc cng ty. Vi ci cht t trng nc ca thc a dng ha tnh cng lc cng lc cng c nhn nh nh mt chin lc mi nhn, c v y l mt chuyn ng theo hng ngc li. ng th, cc th gii kinh doanh ngy nay ang dn ly li s nh hng tp trung.

bn di s bc n ca cc thc hi t, lin minh v st nhp, mt cu chuyn khc ang c bt u. Cc lnh o kinh doanh khn ngoan ang lng l li dn t chc ca h tr li vi s nh hng tp trung. Mt s tin tc gn y cho thy xu hng pht trin ny:

Wall Street Journal, s 4 5 1994: Eastman Kodak Co., trong mt n lc ti t chc y bt ng gn y tuyn b s bn i cng ty thuc ty ln Sterling Winthrop ca h v hai cng ty nh khc na nhm tp trung tr li vi nhng hot ng phim hnh chnh ca mnh.

New york Times, s 21 6 1994: Citicorp, tip tc bn i cc ti sn phi chin lc ca h trong mt n lc tp trung vn v nh hng li vo cc cng ty ti chnh ct li ca mnh, tuyn b bn i cng ty I/B/E/S Inc. ca h.

Wall Street Journal, s 29 9 1994: Cho d cng vic kinh doanh giy vn phng ca h bt u c du hiu tin trin, James River Corp. quyt nh bn i n v ny v c cng cuc kinh doanh bao b ang c li ca h. Cng ty Richmond ny quyt nh ch tp trung vo ngnh kinh doanh giy tiu dng chnh ca h m thi. Cc nh bnh lun kinh t cho rng y khng phi l mt tng t.

Wall Street Journal, 11 11 1994: Sears, Roebuck & Co., ang tin hnh vic quay tr li vi cc ngnh kinh doanh bn l ct li ca mnh, quyt nh s bn i 9 t USD c phn chi phi ca n v bo him Allstate Corp khng l ca