Quan Tri Chien Luoc - 16-8-2011

QUN TR CHIN LC

ThS. Lng Thu H H Ni, 2011

Danh ngn

Without a strategy the organization is like a ship without a rudder, going around in circles. Joel Ross and Michael Kami

Mt t chc / doanh nghip khng c chin lc r rng ging nh mt con tu khng c bnh li, ch quay mng mng ti ch. Joel Ross and Michael Kami

2

Ti liu hc tp

Gio trnh QUN TR CHIN LC PGS.TS Ng Kim Thanh, PGS.TS L Vn Tm NXB H KTQD H Ni 2009. Chin lc cnh tranh Michael Porter

Chin lc i dng xanh W.Chan Kim, Rene Mauborgne XNB Tri thc 2007T tt n v i Jim Collins NXB Tr 2007 Xy dng trng tn Jim Collins, Jerry I.Porras, XNB Tr 20073

KT CU MN HC

Chng 1 Tng quan v qun tr chin lc Chng 2 Nhim v v mc tiu chin lc Tho

lun 1

Chng 3 Phn tch mi trng kinh doanh Chng 4 Phn tch mi trng ni b Tho

lun 2

Chng 5 Cc loi chin lc trong kinh doanh Chng 6 La chn v t chc thc hin chin lc Chng 7 nh gi v iu chnh chin lc4

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TNG QUAN V QUN TR CHIN LC


Ni dung

Tng quan v chin lcBn cht v ni dung c bn ca QTCL Nh qun tr v cp QTCL Ra quyt nh chin lc v h thng thng tin trong qun tr6

I. TNG QUAN V CHIN LCNgun gc chin lcChin lc kinh doanh c trng ca chin lc kinh doanh Vai tr chin lc kinh doanh7

1.1. Ngun gc chin lc

Ngun gc: Strategos

Ting Hy Lp Chin lc l ngh thut ch huy cc phng tin ginh chin thng

T 1960s: ng

dng vo trong kinh doanh Xut hin thut ng Chin lc kinh doanh Pht trin thnh nhiu cch tip cn khc nhau

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1.2. Chin lc kinh doanh

Chandler 1962 Vic

xc nh cc mc tiu, mc ch c bn di hn ca DN v vic p dng mt chui cc hnh ng cng nh vic phn b cc ngun lc cn thit thc hin mc tiu nylc l m thc hay k hoch tch hp cc mc tiu chnh yu, cc chnh sch v chui hnh ng vo mt tng th c c kt mt cch cht ch

Quinn 1980 Chin

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Chin lc kinh doanh

Johnson v Scholes 1999 Chin

lc l nh hng v phm vi ca mt t chc v di hn nhm ginh li th cnh tranh cho t chc thng qua vic nh dng cc ngun lc ca n trong mi trng thay i, p ng nhu cu th trng v tha mn mong i ca cc bn hu quanlc cnh tranh lin quan n s khc bit. l vic la chn cn thn mt chui hot ng khc bit to ra mt tp hp gi tr c o

Michael Porter Chin

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Cc quan im c bn v CLKD

CLKD l mt dng k hoch di hn CLKD l ngh thut Ngh

thut dng mu k Ngh thut to li th cnh tranh

CLKD va l ngh thut, va l khoa hc CLKD

hay Ngh thut t chc thc hin tt

Thnh cng

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Cc quan im c bn v CLKD

Trng phi Chin lc i dng xanh Xc

nh khong trng th trng Trnh i u trc tip

Thnh cng

Trung phi nh v th trng DN

mun g? t mc tiu: c / Mt g? Chp nhn / Ko chp nhn gi ?

Thnh cng

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1.3. c trng ca CLKD

Tnh nh hng: mc tiu c bn ca DN trong tng thi k Tnh tng qut: cn xc nh c th theo tnh hnh thc t Tnh lin tc: XD CL => Thc hin => nh gi, iu chnh

Tnh di hn v tm nhn13

1.4. Vai tr ca CLKD

Mc ch, hng i, kim ch nam mi hnh ng Ch ng i ph, nm bt c hi S dng hiu qu ngun lc, nng cao v th Cn c la chn cc phng n kinh doanh

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II. BN CHT NI DUNG CA QTCL

Qun tr chin lc l g? Vai tr ca qun tr chin lc Mt s thut ng c bn M hnh qun tr chin lc Ni dung qun tr chin lc15

2.1. Qun tr chin lc l g?

QTCL l qu trnh nghin cu cc mi trng hin ti cng nh tng lai, hoch nh cc mc tiu ca t chc; ra, thc hin v kim tra vic thc hin cc quyt nh nhm t c cc mc tiuQTCL l ngh thut v khoa hc ca vic xy dng, thc hin v nh gi cc quyt nh tng hp gip cho mi t chc c th t c cc mc tiu ca n16

2.2. Vai tr ca qun tr chin lc

Nhn dng, sp xp v tn dng cc c hiS dng tt ngun lc ca DN Ti thiu ha cc ri ro Thay i thi lm vic

Tham kho 14 li ch t QTCL (GT trang 17-18)

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2.3. Mt s thut ng c bn

Chc nng / nhim v C hi / thch thc im mnh / im yu Mc tiu di hn / thng nin / ngn hn Chin lc / chnh sch / k hoch Chin lc / chin thut / tc nghip Chin lc tng th / b phn (chc nng) Li th / nng lc / kh nng / sc cnh tranh18

2.4. M hnh qun tr chin lc F.DavidPerform External AuditImplement Strategy Marketing, Finance, Accounting, R&D, and MIS Issue

Develop Vision and Mision Statements

Establish Long-term Objectives

Generate Evaluation and Select Strategy

Implement Stratefy Management Issue

Measure and Evaluate Performance

Perform Internal Audit

Strategy Fomulation

Strategy Implementation

Strategy Evaluation 19

M hnh qun tr chin lc F.Davidnh gi bn ngoi ch ra c hi, thch thc t ra mc tiu di hn t ra mc tiu thng nin

Nhim v hin ti, mc tiu, chin lc

Xem xt li nhim v ca DN

Phn b ngun lc

o lng, nh gi mc thc hin

nh gi bn trong ch ra im mnh, im yu Hoch nh chin lc

La chn chin lc theo ui

Chnh sch b phn Thc thi chin lc nh 20 gi CL

2.5. Ni dung c bn ca QTCLGIAI ON

HOT NGKt hp trc gic vi phn tch

Hoch nh chin lc

T chc nghin cu

a ra quyt nh

Thc thi chin lc

ra cc mc tiu thng nin

Chnh sch tng b phn

Phn b ngun lc

nh gi chin lc

Xem xt li cc nhn t trong v ngoi

nh gi thc hin

Thc hin cc iu chnh21

III. NH CP QUN TR CHIN LCCp Coporate Level Nh QTCL Tng gim c Ch tch HQT Quan chc cao cp Nhim v Xc nh s mnh, a ra cc quyt nh quan trng Gim st phn b ngun lc m bo quyn li ca Stake-holders

Divisional Nh QTCL cp Chuyn chin lc chung Level phng, ban, b phn ton DN thnh chin lc b phn Functional Nhn s, marketing, Xy dng chin lc cho Level sn xut, R&D chnh b phn ca mnh22

Cc cp qun tr chin lcCp DN LNH O DN

Cp SBU

SBU A

SBU B

SBU C

Cp b phn / Chc nng Cp phng / Ban

Nhn s

Ti chnh

Marketing

R&D

SP / DV

Gi

Phn phi

Khuyn mi23

IV. RA QUYT NH V H THNG THNG TIN TRONG QTCL

Ra quyt nh chin lc: Vai

tr ca ngi ra quyt nh

Tm Hu Hn

quan trng ca cc quyt nhqu ca quyt nh sai lm

ch sai lm khi ra quyt nh

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H thng thng tin trong QTCL

Vai tr ca h thng thng tinThng tin t mi trng bn ngoi Thng tin t mi trng ni b Cht lng / S lng / Tnh chnh xc ca thng tin

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TM LC CHNG 1

Hiu bit v Chin lc / Chin lc kinh doanhKhi nim / M hnh qun tr chin lc Cc nh qun tr v cc cp qun tr chin lc trong doanh nghip

Thng tin v tm quan trng ca thng tin n vic ra quyt nh chin lc26

2

NHIM V V MC TIU CHIN LC CA DOANH NGHIP


NI DUNG

Xc nh nhim v ca doanh nghipMc tiu chin lc ca doanh nghip Trch nhim x hi v o c kinh doanh

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I. XC NH NHIM V

Thc cht ca vic xc nh nhim vYu cu ca xc nh nhim v Xc nh nhim v (xc nh lnh vc kinh doanh)

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1.1. Thc cht ca xc nh nhim v

Thc cht: Xc nh lnh vc kinh doanh (L do DN ra i, tn ti, pht trin?) Thng nh hng vo khch hng => ginh th ch ng trn th trng Trnh b hp phm vi a l, ngnh ngh kinh doanh

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1.2. Yu cu ca xc nh nhim v

Phi c xc nh r rng, ng n, hp lc thng bo rng ri Th hin Tm nhn chin lc (Strategy Vision) Trnh chung chung, trnh b hp31

Tm quan trng ca Tm nhn chin lc

Cng c qun tr bt buc gip nh qun l nhn xa trng rng ngay t hm nay v bit suy ngh mt cch chin lc v:

Tc ng ca cc cng ngh mi Nhu cu v mong i ca khch hng ang thay i ra sao Lm th no thng c cc i th cnh tranh Cc c hi th trng y ha hn m DN nn tp trung theo ui Cc nhn t trong v ngoi tc ng n hnh ng cn thit ca DN chun b cho tng lai32

Tm nhn chin lc ca

DELTA AIRLINESWe want Delta to be the WORLDWIDE AIRLINE OF CHOICE.

Chng ti mun Delta tr thnh

HNG HNG KHNG C LA CHN TRN TON CU.

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Tm nhn chin lc ca

DELTA AIRLINESTON CU l v chng ti ang v nh s lmt i th cnh tranh sng to, y nhit huyt, tun th cc nguyn tc o c, v l mt i th thnh cng mang li cho ton th gii dch v cao cp nht. Chng ti s tip tc khng ngng tm kim cc c hi mi vn n m rng nhng l trnh mi v vn n cc t chc lin minh sng to ton cu.34

Tm nhn chin lc ca

DELTA AIRLINESHNG HNG KHNG, bi v chng ti d tnhs tip tc cng vic kinh doanh mnh thng tho nht chnh l ngnh vn chuyn trn khng v cc dch v lin quan. Chng ti s khng ri xa khi gc ban u trong qu trnh pht trin kinh doanh. Chng ti tin vo trin vng tng trng lu di trong ngnh hng khng v chng ti s tip tc tp trung thi gian, tm tr v vn u t tng cng v th ca mnh trong mi trng kinh doanh lnh vc ny.35

Tm nhn chin lc ca

DELTA AIRLINESC LA CHN, v chng ti trn trng lngtrung thnh v tn nhim ca khch hng, nhn vin v cc nh u t. i vi cc hnh khch v khch gi hng ha, chng ti s tip tc mang li dch v v gi tr ti u nht. i vi nhn vin ca cng ty, chng ti s khng ngng to ra v mang li mt mi trng lm vic cng lc cng thch thc, mang li nhiu ch li v ch trng vo kt qu cc cng hin, ng gp ca nhn vin lun c ghi nhn v tng thng. i vi cc nh u t, chng ti mang li li nhun cao v n nh.36

1.3. Xc nh lnh vc kinh doanh

i vi DN n ngnh: ch hot ng trong mt lnh vc kinh doanh ch cht (thng c quy m va v nh)i vi DN a ngnh: tham gia vo nhiu lnh vc kinh doanh (thng c quy m ln)

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i vi doanh nghip n ngnhAi l ngi cn tha mn? Khch hng Ci g cn phi p ng?

XC NH NGNH KINH DOANHNhu cu khch hng cn c tha mn nh th no?Cc nng lc c o?

Nhu cu ca khch hng

M hnh xc nh ngnh kinh doanh ca D.Abell

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i vi doanh nghip a ngnh

Xc nh ngnh kinh doanh ct li: 2 cp (n v kinh doanh v ton doanh nghip) n v kinh doanh: M hnh ca D.Abell Ton doanh nghip: Xc

nh mc tiu tng th chung Xc nh mc ng gp ca cc thnh vin Ch trng vic gia tng gi tr cho cc thnh vin39

II. MC TIU CHIN LC CA DN

Thc cht ca xc nh mc tiu chin lcPhn loi mc tiu chin lc Cch thc xc nh mc tiu chin lc Yu cu khi xc nh mc tiu chin lc40

2.1. Thc cht

Chuyn t nhim v v tm nhn chin lc sang cc ch tiu hot ng c th Xc lp thc o kim tra hiu qu hot ng Thc y cng ty tr nn sng to v tp trung vo kt qu

Gip ngn chn s mt nh hng hay t hi lng qu sm41

2.2. Phn loi mc tiu chin lcTheo th bc: Mc tiu hng u, mc tiu th cpTheo thi gian: Mc tiu ngn hn, trung hn, di hn Theo cc i tng hu quan trong doanh nghip

Theo cp xy dng chin lc: Mc tiu tng th, mc tiu cp n v kinh doanh, cp chc nng42

2.3. Xc nh mc tiu chin lc

Cc nhn t nh hng ti vic xc nh mc tiu chin lc: Cc

lc lng bn ngoi Cc ngun lc ni b Lch s pht trin trong qu kh Gi tr ca nh lnh o cp cao

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2.4. Yu cu khi xc nh mc tiu CL

Xc nh mc tiu chung v mc tiu ring cho tng lnh vc

R rng v thi hn thc hin tng ng Tnh lin kt tng h nhau Th t u tin trong h thng mc tiu

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III. TRCH NHIM X HI V O C KINH DOANH

Trch nhim x hi ca doanh nghip

Chin lc v o c kinh doanh

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3.1. Trch nhim x hi ca doanh nghip

Trch nhim x hi (Corporate Social Responsibility CSR)Trch nhim x hi ca doanh nghip l mt cam kt kinh doanh nhm c x o c v ng gp cho s pht trin kinh t cng vi vic nng cao cht lng cuc sng ca ngi lao ng v gia nh ca h cng nh cht lng cuc sng ca cng ng v x hi ni chung - y ban kinh t TG v pht trin bn vng46

3.2. Chin lc v o c kinh doanh

o c kinh doanh l h thng cc chun mc, quy tc m doanh nghip xy dng nh hng cho cc hot ng ca h.Chin lc (hnh ng) lun tc ng ti quyn li ca cc i tng hu quan

47

3.2. Chin lc v o c kinh doanh

Ch ch o c kinh doanh (ca nh lnh o): Cc

quyt nh cha ng kha cnh o c Cn nhc tc ng ca quyt nh trc khi hnh ng

Mi trng o c kinh doanh ca doanh nghip: Gn

o c kinh doanh vi vn ha doanh nghip Cam kt thc hin trong Bn tuyn ngn s mnh Hin thc ha cc cam kt48

TM LC CHNG 2

Xc nh nhim v ca doanh nghip: Xc nh lnh vc kinh doanh Xc nh mc tiu chin lc ca doanh nghip Trch nhim x hi v o c kinh doanh

=> Bn tuyn ngn s mnh

49

3

PHN TCH MI TRNG KINH DOANH: XC NH C HI V NGUY C


Ni dungVai tr ca phn tch MTKDCc yu t cu thnh MTKD Ni dung phn tch MTKD Phn

tch mi trng v m Phn tch mi trng ngnh

51

Vai tr ca phn tch MTKD

Phn tch mi trng bn ngoi ca cng ty

Phn tch mi trng bn trong ca cng ty

Xy dng tm nhn chin lc (Cng ty cn hng ti u?)

Xc nh mc tiu y ha hn cho cng ty

La chn chin lc v m hnh kinh doanh tt nht

52

Cc yu t cu thnh MTKD

Nh cung cp

SP thay th

CNG TY TCT Cty mi xm nhp MI TRNG NGNH

Khch hng

MI TRNG V M

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I. PHN TCH MI TRNG V M (PEST ANALYSIS)

Mi trng chnh tr Mi trng kinh t Mi trng x hi

Mi trng cng ngh54

1.1. Mi trng chnh tr

S n nh chnh tr

H thng vn bn php lut hon thinLut cnh tranh, chng c quyn Cc chnh sch thu (Tax Policies) Lut lao ng Cc quy nh v an ton, bo v ngi tiu dng, bo v mi trng Quy tc trong thng mi quc t

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1.2. Mi trng kinh t

Tc tng trng kinh t

Chnh sch tin tT gi hi oi T l lm pht Chnh sch ti kha Chu k kinh t

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1.3. Mi trng x hi

Tc gia tng dn s v thp tui

Phn phi thu nhpS di dn v ngun lao ng

Li sng v nhng quan nim v gi trBnh ng gii Gio dc v quan im v s nghip

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1.4. Mi trng cng ngh

Chnh sch pht trin KH CN Vng i ca cng ngh, SP DV Mc tiu hao v chi ph s dng nng lng S pht trin ca cng ngh thng tin, lin lc

58

II. PHN TCH MI TRNG NGNHc im kinh t ch o ca ngnh? Cc p lc cnh tranh v cng ca tng p lc? Nhng yu t quyt nh s thay i ca ngnh? Cc nhn t chnh quyt nh thnh cng? Kt lun: Sc hp dn ca ngnh?59

Phn tch i th cnh tranh (V th, chin lc)?

Cu hi 1: c im kinh t ch o ca ngnh?

Quy m v tc tng trng th trng Cng cnh tranh S lng i th S tch hp theo chui gi tr (trc/sau)

Hng ro xm nhp v rt lui60

c im kinh t ch o ca ngnh?

Tc thay i cng nghMc khc bit ho sn phm v khch hng Hiu ng ng cong kinh nghim Li th theo quy m Mc li nhun ca ngnh

61

Cu hi 2: Cc p lc cnh tranh v cng ?

Mc ch xc nh: Khi

ngun chnh ca cc p lc cnh tranh Cng ca tng p lc

Cng c phn tch chnh: M

hnh 5 lc lng cnh tranh (Five Forces Model of Competition)

62

Five Forces Model of CompetitionSubstitute Products(of firms in other industries)

Suppliers of Key Inputs

Rivalry Among Competing Sellers

Buyers

Potential New Entrants63

M hnh 5 lc lng cnh tranhSn phm thay th(Ca cc DN trong ngnh khc)

Nh cung cp cc yu t u vo ct li

S cnh tranh gia cc DN trong ngnh

Khch hng

Cc i th tim nng64

Cch thc s dng m hnh

c lng sc mnh ca tng lc lng trong 5 lc lng cnh tranh L gii cch thc m tng lc lng gy p lc ln doanh nghip Tng hp tc ng ca c 5 lc lng cnh tranh ln doanh nghip: mnh lit, d di, mnh, trung bnh, yu65

Cnh tranh gia cc DN trong ngnh

Nhu cu tng chm, gim st v ngi bn c nng lc sn xut v tn kho d tha Chi ph chuyn i thng hiu ca khch hng rt thp S i th cnh tranh tng nhanh v cc i th tng i bng nhau v quy m v nng lc cnh tranh Sn phm ging nhau hoc t s khc bit Mt hoc nhiu i th khng hi lng vi v tr v th phn hin ti, to ra nhng ng thi mnh lit thu ht khch hng i th c chin lc a dng, hot ng ti cc nc khc nhau Xu hng mua bn, sp nhp trong ngnh cng c thnh i th cnh tranh ng gm => Cnh tranh thng khc lit hn Nhu cu tng nhanh, khch hng trung thnh Chi ph chuyn i cao S khc bit ha sn phm ln Cc doanh nghip nh hng ln nhau, khng mnh lit dnh th phn => Cnh tranh s yu i66

p lc t khch hng

Chi ph chuyn i ca ngi mua thp Ngi mua ln, v mc quan trng vi ngi bn t khch hng v khch hng c kh nng gy sc p vi ngi bn Ngi mua to uy tn cho ngi bn S lng v cht lng thng tin cho ngi mua tng ln Nguy c sp nhp dc v pha trc v tr thnh i th cnh tranh ng k => Th lc thng lng ca khch hng mnh ln Chi ph chuyn i cao Khch hng khng thng xuyn hoc mua vi khi lng nh Ln sng nhu cu ngi mua to ra th trng cho ngi bn Thng hiu hoc sn phm ring bit ca ngi bn to ra cht lng hoc gi tr s dng ring bit, rt quan trng vi khch hng Kh nng hp tc cng c li gia DN v khch hng => Th lc thng lng ca khch hng gim st67

p lc t nh cung cp

Chi ph cao khi chuyn sang nh cung cp khc S khan him (nh cung cp c kh nng thit lp gi) Mt nh cung cp c sn phm khc bit ho C t nh cung cp mt sn phm u vo c chng (c quyn) Nguy c sp nhp dc v pha sau v c th tr thnh i th cnh tranh y tim lc => Th lc ca nh cung cp tng ln C nhiu nh cung cp bn ti mc gi ca th trng Chi ph chuyn i nh cung cp thp Cc u vo thay th tt c sn hay xut hin mi Cc DN c tm quan trng i vi s tn ti ca nh cung cp Nguy c cc DN sp nhp dc v pha trc, thn tnh nh cung cp Kh nng hp tc cng c li gia DN v nh cung cp => Th lc ca nh cung cp gim i68

Xu hng hp tc gia DN - Nh cung cp=> Li ch ca mi quan h hp tc

Gim chi ph tn kho v hu cnTng tc s cung cp cc b phn sn phm th h mi Tng cng cht lng cc sn phm c cung cp Tit kim chi ph cho c hai bn => Xu hng hp tc

To uy tn v li ko nh cung cp tim nng

Xy dng chnh sch pht trin nh cung cpXy dng mi quan h hp tc v lim minh chin lc Tin ti qun tr nh cung cp69

Nguy c t cc i th tim nng

S lng ng vin ln v mt s c ngun lc gip h tr thnh i th ng k Ro cn xm nhp thp hoc b vt qua Cc DN hin ti xm nhp vo cc phn khc m h cha tham gia Ngi mi vo c th kim c nhiu li nhun Nhu cu ngi mua tng nhanh chng Cng ty trong ngnh khng th (hoc khng sn sng) cnh tranh mnh lit vi s xm nhp ca ngi mi => Nguy c xm nhp mnh hn S lng ng c vin xm nhp t Ro cn xm nhp cao Vin cnh ngnh rt mo him v khng chc chn Nhu cu ngi mua tng chm hoc nh tr Cng ty hin ti chng li mnh m cc n lc ca cc i th tim nng => Nguy c xm nhp yu i 70

Nguy c t cc sn phm thay th

Tc tng trng ca ngnh hng thay th nhanh hn ngnh ang phn tch Nh sn xut sn phm thay th ang tng cng xut, li nhun => Du hiu sn phm thay th ang cnh tranh mnh Sn phm thay th c sn hoc mi ni ln tt, c chc nng hot ng tng ng hoc tt hn Sn phm thay th hp dn v gi Chi ph chuyn i ca ngi tiu dng cui cng thp => p la cnh tranh t sn phm thay th ln Sn phm thay th tt khng sn hoc khng tn ti Cc sn phm thay th c gi cao hn tng ng vi cht lng Ngi tiu dng cui cng chu chi ph cao nu chuyn sang sn phm thay th => p la cnh tranh t sn phm thay th yu

71

ngha ca vic nghin cu 5 LLCT

Mi trng cnh tranh s khng hp dn t kha cnh tm kim li nhun khi: p lc ca cc lc lng th trng qu ln Cnh Ro

tranh khc littranh mnh m t pha sn phm thay th

cn xm nhp thp v s xm nhp d din ra

Cnh

Nh

cung cp v khch hng c th lc thng lng ng k

72

ngha ca vic nghin cu 5 LLCT

Mi trng cnh tranh s l tng t kha cnh tm kim li nhun khi: Cnh

tranh din ra mc trung bnh

Ro

cn xm nhp cao v khng c cng ty no mun xm nhpc hng ho thay th

Khng

Nh

thp

cung cp v khch hng c v th thng lng

73

Cu hi 3: Yu t quyt nh s thay i ca ngnh?

Cc ngnh kinh doanh thay i v cc ng lc ang hng nhng ngi tham gia trong ngnh thay i hnh ng ca hNhng ng lc ny l nguyn nhn chnh ca thay i ngnh v iu kin cnh tranh

74

Nhng ng lc c bn nht

S dng internet v thng mi in t Xu hng ton cu ha ca ngnh kinh doanh Nhng thay i v tc tng trng di hn ca ngnh S thay i v khch hng v mc ch mua hng i mi sn phm Thay i cng ngh v i mi qu trnh sn xut i mi hot ng marketing S xm nhp hay ri b th trng ca cc DN ln Thay i v chi ph v hiu qu S thch ca ngi tiu dng cho cc sn phm c khc bit ha thay v sn phm c tiu chun ha (hoc ngc li) Chnh sch, php lut ca chnh ph cc nc S thay i v thi , li sng v s quan tm ca x hi S thay i v mc ri ro, thiu n nh trong kinh doanh75

Cu hi 4: Phn tch k lng cc TCT trong ngnh?

V th no trn th trng cc i th cnh tranh ang chim gi? ng thi chin lc no cc i th c th thc hin?

76

Cc TCT ang chim gi v th no?

Mt k thut m t v th cnh tranh khc nhau ca cc i th trong ngnh l lp bn nhm chin lc Mt nhm chin lc l mt tp hp cc cng ty trong ngnh c hng tip cn cnh tranh v v th th trng ging nhau

77

Lp bn nhm chin lc

Cc cng ty trong cng nhm chin lc c cng hai hay nhiu c im cnh tranh C

chui sn phm tng t nhau

Cung Cung Hot

cp sn phm cng c tnh, cng mt khong cht lng/gi c cp cho khch hng dch v ging nhau ng cng khu vc a l

Tp S

trung cng vo cc knh phn phi hi nhp theo chiu dc nh nhau78

dng hng tip cn cng ngh ging nhau

Mc

ng thi chin lc no cc i th c th thc hin?

ng thi chin lc ca TCT c th nm bt c thng qua: Chin Hot im Cc Kiu

lc hin ti mnh v im yu v ngun lc

ng v thng co bo ch gn y nht

n lc c p dng cng c v th

t duy v nng lc lnh o ca i ng lnh o cao nht

79

Cu hi 5: Cc nhn t chnh quyt nh thnh cng?

Nhng nhn t chnh quyt nh thnh cng chnh l nhng nhn t to nn nng lc cnh tranh ca doanh nghip. V c bn bao gm: Chin lc kinh doanh ti u Nng lc marketing Nng lc ti chnh Nng lc nghin cu v pht trin Nng lc ngun nhn lc Nng lc sn xut

(R&D)

...80

Cu hi 6: Kt lun v sc hp dn ca ngnh?

Bao gm nh gi mi trng cnh tranh v ngnh hp dn hay khng thu li nhun Mt cng ty thch hp duy nht trong mt ngnh khng hp dn c th thu c li nhun cao bt thng khng?

S hp dn ch l tng i, khng phi tuyt i Kt lun rt ra t kha cnh ca mt cng ty c th m thi81

4

PHN TCH V NH GI MI TRNG NI B DOANH NGHIP


Ni dung

Cu hi 1: Chin lc hin ti ca DN c pht huy tc dng tt khng? Cu hi 2: Nhng ngun lc ni b, im mnh/yu ca DN? Cu hi 3: Kh nng cnh tranh ca DN so vi cc i th cnh tranh chnh? Cu hi 4: Phn tch danh mc u t (i vi nhng cng ty a ngnh)?83

Cu hi 1: Chin lc hin ti ca DN c pht huy tc dng tt khng?Cc thnh phn ca chin lc cng ty n ngnh

nh gi chin lc hin ti Ni dung chnhnh gi chin lc hin ti Ch tiu chnh

84

Cc thnh phn ca chin lc cng ty n ngnhNhng ng thi vt ln i th N lc xy dng li th cnh tranhChin lc R&D Chin lc qun tr chui cung ng Chin lc sn xut Chin lc Marketing Chin lc qun l NNL Chin lc ti chnh

Phn ng trc s thay i cc iu kinChin lc kinh doanh

Mc bao ph v mt a l

Xu hng hp tc v tr thnh i tc chin lc85

nh gi chin lc hin ti

Xem xt phng hng cnh tranh: cnh tranh bng v kh no?

M hnh M.Porter: dn u chi ph, khc bit ha, tp trung ha M hnh 4P: Product, Price, Place, Promotion

Xem xt quy m cnh tranh:

Hot ng trn on no trong chui sn xut/phn phi ca ngnh Mc bao ph th trng

Cc ng thi chin lc gn y Xem xt cc chin lc chc nng86

nh gi chin lc hin ti

Xu hng trong doanh s v th phn

Xu hng trong li nhun v t sut li nhun Tng v/hay duy tr khch hng Sc mnh ti chnh v nh gi tn nhim chung Xu hng ca gi chng khon v gi tr c ng N lc lin tc hon thin v i mi Hnh nh v ting tm vi khch hng Cng ngh, cht lng, sng to, thng mi in t Vai tr lnh o

87

Cu hi 2: Nhng ngun lc ni b, im mnh/yu ca doanh nghip?

Nng lc l kt qu ca kinh nghim v hc tp ca t chc v th hin s ti gii tht s trong thc hin cc hot ng Nng lc nng ct l hot ng bn trong c thc hin tt, l trung tm cho kh nng cnh tranh v li nhun ca cng ty Nng lc vt tri l hot ng ni bt trong cnh tranh m mt cng ty thc hin tt hn so vi i th88

Nng lc nng ct Ngun lc gi tr

Nng lc tr thnh nng lc nng ct khi hot ng thc hin tt tr thnh trung tm ca kh nng cnh tranh v li nhun ca cng ty Nng lc nng ct l kt qu ca s phi hp gia cc b phn khc nhau ca mt cng ty V c bn, nng lc nng ct nm trong ngun nhn lc ca cng ty, khng phi l ti sn c th th hin trn bng cn i

89

Nng lc vt tri Ngun lc vt tri

Nng lc vt tri l hot ng ni bt trong cnh tranh m cng ty thc hin tt hn i th Nng lc vt tri: Th C

hin mt kh nng trong cnh tranh m i th khng c tim nng tr thnh nn tng ca chin lc

#190

C

th to ra mi nhn cnh tranh trn thng trng - bi ngun lc mnh hn so vi i th

B my t chc Hot ng qun tr

M hnh c cu t chc c ph hp thc thi chin lc khng? S ph hp gia chin lc vi nhim v v mc tiu ca DN Mc tp trung / phn tn trong t chc, phn quyn - y quyn c ph hp khng?

Hiu lc ra quyt nh, thc thi v kim tra?

91

Ngun nhn lc

Phn tch lc lng lao ng trc tip v gin tip (3 cp: cp cao, cp trung gian, cp c s) Vn to ng lc cho ngi lao ng

Chnh sch o to pht trin ngun nhn lc ni bMi trng lm vic, vn ha doanh nghip92

Nng lc t chc sn xut

Thit k qu trnh sn xut

Cng sut: Quy m sn xut c hiu qu khng?Chi ph v vn gim chi ph T chc kho bi v vn tn kho Cht lng v kim tra cht lng

Mc n nh t nh cung cp

93

Nng lc nghin cu pht trin R&D

Nhn thc v hot ng R&D

Ngn sch cho lnh vc R&D (5% DT hay 10% LN)Ngun nhn lc tin hnh hot ng R&D My mc thit b, cng ngh cn thit cho hot ng R&D

94

Nng lc marketing

nh gi h thng marketing: Thng

tin v khch hng v i th cnh tranh S thay i trong nhu cu v xu hng tiu dng Phng php v kh nng d bo nhu cu Kh nng gi m tng kinh doanh mi

Hiu qu ca hot ng marketing?i vi tng mt hng / nhm khch hng / th trng / knh phn phi Hiu qu trong hot ng marketing ca TCT

Hot ng marketing b phn / marketing ni b95

Nng lc ti chnh

Kh nng thanh ton di hn, ngn hn, nhanh

T l n / (Tng vn, Vn CSH)Ch tiu hiu qu kinh doanh Ch tiu hiu qu s dng vn Ch tiu tng trng Ch tiu th phn

=> Cn phn tch c kh nng khai thc v huy ng96

H thng thng tin qun l

Vai tr ca h thng thng tin i vi vic phn tch ni b DN Thng tin y , kp thi, ng tin cy Tr gip nh qun tr cc cp ra quyt nh Tnh cp nht ca h thng thng tin

97

Cu hi 3: KNCT ca DN so vi cc TCT chnh?

Vic so snh tng th kh nng cnh tranh ca DN vi TCT chnh nhm tr li hai cu hi sau: DN

xp hng nh th no so vi TCT tng yu t quan trng quyt nh thnh cng trn th trng? ty c li th cnh tranh hay bt li cnh tranh ring so vi TCT chnh?98

Cng

nh gi KNCT ca DN so vi TCT1.

Xc nh cc yu t thnh cng chnh

2.

nh gi DN v i th trn tng yu t, s dng thang im 1 n 10 (1 = rt yu; 5 = TB; v 10 = rt kho)Quyt nh s dng h thng o c trng s hay khng c trng s (mt h thng c trng s tt hn v cc thc o sc mnh c chn thng khc nhau v mc quan trng) Tng cc im cho a ra mt s o chung v sc mnh cnh tranh ca tng i th Cn c vo cc s o chung , xc nh v tr cnh tranh chung ca cng ty99

3.

4.

5.

Minh ho v nh gi sc mnh cnh tranh s dng trng s v khng c trng sA. V d v nh gi sc mnh cnh tranh khng dng trng s Thang im: 1 = Rt yu, 10 = Rt khoTiu ch sc mnh thnh cng chnh ABC Co. TCT 1 TCT 2 TCT 3 TCT 4

Tnh nng/Cht lng sn phm Hnh nh/tn tui Nng lc mng li phn phi

K nng phc v khch hngNng lc sn xut Nng lc i mi sn phm Nng lc cng ngh Ngun lc ti chnh V tr chi ph tng quan Tng im khng ly trng s100

Minh ho v nh gi sc mnh cnh tranh s dng trng s v khng c trng sB. V d v nh gi sc mnh cnh tranh dng trng s Thang im: 1 = Rt yu, 10 = Rt khoTiu ch sc mnh thnh cng chnh Trng s Tnh nng/Cht lng sn phm Hnh nh/tn tui Nng lc mng li phn phi K nng phc v khch hng Nng lc sn xut Nng lc i mi sn phm Nng lc cng ngh Ngun lc ti chnh V tr chi ph tng quan Tng trng s Tng im ly trng s101

ABC Co. imTS

TCT 1

TCT 2

TCT 3 TCT 4

imTS imTS imTS imTS

Cu hi 4: Phn tch danh mc u t i vi nhng cng ty a ngnh?

Chin lc kinh doanh ca cng ty a ngnh? Ma trn BCG Ma trn Mc Kinsey

102

CLKD ca cng ty a ngnha dng ha chc nng hp hoc rng Xy dng phng thc phn b vn N lc nhm t c s tng thch gia cc lnh vc hot ng T b nhng lnh vc kinh doanh khng hiu qu Gia nhp v xy dng ch ng trong mt ngnh miChin lc kinh doanh (Cty a ngnh)

a dng ha lin quan, khng lin quan hay hn hp? Phm vi hot ng theo a l

M rng lnh vc kinh doanh

103

Ma trn BCGKh nng thu li nhun ca SP / SBU / DN n ngnh Ngi sao Kh nng pht trin trn th trng B sa Con ch Du hi

104

Ma trn BCG

Kh nng thu li nhun cao Trin vng th trng ln Cnh tranh khc litLi nhun hin ti rt cao Khng cn tim nng pht trin Vt tht kit, khng nn u t mi

105

Ma trn BCG

Li nhun hin ti thp Trin vng pht trin tt Cn chnh sch h tr v u t hp l Kh nng thu li nhun hin ti thp Khng cn tim nng pht trin B khng nh, bn i khng th

106

Ma trn BCG

Phn tch danh mc u t: Phn tch v nh hng chin lc cho tng Sn phm / SBU / Doanh nghip n ngnh La chn phng n kinh doanh Phn b ngun lc: u t c ch ch Phn tch c cu:

Trnh Con ch Nu khng c Du hi Nu khng c B sa Th King 3 chn107

Ma trn BCGKh nng thu li nhun ca SP / SBU / DN n ngnh Ngi sao Kh nng pht trin trn th trng B sa Con ch Du hi

108

Ma trn Mc KinseyKh nng cnh tranh ca doanh nghip Sc hp dn ca mi trng kinh doanh Mnh Cao (1) T.bnh (2) Yu (6)

T.bnh

(3)

(5)

(8)

Thp

(4)

(7)

(9)

109

5

CC LOI CHIN LC TRONG DOANH NGHIP


Ni dung

Chin lc cp doanh nghipChin lc cp n v kinh doanh (cp SBU) Chin lc cp chc nng

111

I. CHIN LC CP DOANH NGHIPVai tr ca chin lc cp doanh nghipPhn loi chin lc cp doanh nghip Cc loi chin lc cp doanh nghip

112

Vai tr ca chin lc cp DN

Gii quyt vn trn hai kha cnh: Cch

thc vt qua kh khn hiu qu nht S dng ngun lc hn ch hiu qu nht

Thay i c cu t chc cp ton doanh nghip Ch ra cc bin php qun tr s thay i Ci nhn ton cnh v C hi / Nguy c hin ti v tng lai C ch, c s ng u vi mi trng kinh doanh phc tp v bin ng113

Phn loi chin lc cp DN

Cn c phn loi: Mc

tiu di hn ca doanh nghip

Chu c

k pht trin ca ngnh kinh doanhim ca ngnh kinh doanh

114

Phn loi theo mc tiu di hnChin lc Cch thc c th F.David X Thm nhp th trng Chin lc tng X Pht trin th trng trng tp trung Pht trin sn phm X X Chin lc a a dng ha lin quan rng buc a dng ha lin quan theo chui dng ha X a dng ha khng lin quan X Hi nhp ra pha trc Chin lc X Hi nhp ra pha sau hi nhp X Hi nhp ngang Lin doanh Chin lc lin kt Lin minh chin lc thng qua hnh thc s hu c phn (Lin minh Lin minh chin lc khng thng chin lc) qua s hu c phn X Chin lc ct gim X Chin lc bn bt X ng ca doanh nghip Cch thc

Chin lc tng trng

Chin lc phng th

CORPORATE STRATEGY

Growth Strategy

Defense Strategy

Intensive Intensive Strategy Strategy

Intergration Intergration Strategy Strategy CooperativeStrategy

Retrenchment RetrenchmentDivestiture Divestiture Liquidation Liquitdation

Diversification Diversification Strategy StrategyMarket PenetrationMarket Development Product Development

Forward IntergrationBackward Intergration Horizontal Intergration Joint Venture Equity Strategic Alliance Nonequity Strategic Alliance Fred R. David Hitt-Hoskission-Ireland

Constrained Related Diversification Linked Related DiversificationUnrelated Diversification

CHIN LC CP DN

Chin lc tng trng

Chin lc phng th

Intensive Chin lc TT Tp trung Strategy Diversification Chin lc a dng ha StrategyThm nhp th trngPht trin th trng Pht trin sn phm

Chin lc Intergration hi nhp Strategy Chin lc lin ktHi nhp v trcHi nhp v sau Hi nhp ngang Lin Doanh Equity Strategic Alliance Nonequity Strategic Alliance

Retrenchment CL ct gimCL Divestiture bn bt CLLiquitdation DN ng ca

DH lin quan rng buc DH lin quan theo chuiDH khng lin quan

Fred R. David Hitt-Hoskission-Ireland

1.1. Chin lc tng trng

Chin lc tng trng tp trung Chin lc a dng ha Chin lc hi nhp Chin lc lin kt (Lin minh chin lc)118

1.1.1. Chin lc tng trng tp trung

Chin lc thm nhp th trng Chin lc pht trin th trng Chin lc pht trin sn phm

119

1.1.1.1. Chin lc thm nhp th trng

Mc tiu: Gia tng th phn i tng: Sn phm v dch v hin ti Bin php: Tng cng cc n lc marketing Hiu qu nht khi: Th

trng cha bo ha Th phn ca TCT c xu hng gim trong khi tr trng m rng Doanh s v chi ph marketing tng quan cht ch Li th kinh t nh quy m120

1.1.1.2. Chin lc pht trin th trng

Mc tiu: Cc khu vc a l mi i tng: Sn phm v dch v hin ti Bin php: M rng knh phn phi Hiu qu nht khi: DN

c th thit lp knh phn phi mi hiu qu Tn ti mt on th trng cha khai thc / bo ha DN lm n c hiu qu v c ngun lc m rng DN ang hot ng di nng lc Ngnh c xu hng m rng trn ton cu121

1.1.1.3. Chin lc pht trin sn phm

Mc tiu: Gia tng lng hng ha tiu th i tng: Sn phm hoc dch v hin ti Bin php: Thay i hoc ci tin Hiu qu nht: Sn

phm thnh cng i vo giai on bo ha Ngnh c tc i mi v pht trin cng ngh cao Ngnh c tc tng trng cao TCT chnh a ra sn phm c cht lng tt hn vi gi bn cnh tranh hn R&D l th mnh tht s ca DN122

1.1.2. Chin lc a dng ha

a dng ha lin quan rng buc a dng ha lin quan chui a dng ha khng lin quan

123

Mc v hnh thc DHDH mc thp DH mc trung cao DH mc rt caotheo chui Lnh vc kinh doanh n nht Lnh vc kinh doanh

Ni dung>= 95% LN: LVKD ct li.

Minh ha

70% - 95% LN: LVKD chim u th

chim u tha dng ha lin quan < 70% LN: LVKD chim u th rng buc Cc LVKD chia s sn phm, cng ngh v knh phn phi. a dng ha lin quan < 70% LN: LVKD chim u th Cc LVKD ch c mi lin h nht nh. < 70% LN: LVKD chim u th DH khng lin quan Khng c mi lin h no gia cc lnh vc kinh doanh.

Chin lc DH lin quan

Mc tiu: To ra v tn dng li th kinh t nh quy m gia cc lnh vc kinh doanh Tc dng: Tit kim chi ph sn xut Bin php: Chia

s ngun lc (Hu hnh) Chuyn giao nng lc cnh tranh ct li (V hnh)

125

1.1.2.1. DH lin quan rng bucRelated Constrained Diversification

Mc ch: To ra s lin h trong qu trnh t chc sn xut Bin php = cch chia s cc hot ng c bn: H

thng phn phi / giao hng Cc hot ng hu cn u vo Cc hot ng h tr khc

Chi ph c nh S rng buc gia cc LVKD => Kh ri ro126

1.1.2.2. DH lin quan theo chuiRelated Linked Diversification

Mc ch: chuyn giao nng lc cnh tranh ct li gia cc lnh vc => S lin h cp DN Nng lc cnh tranh ct li: s tng hp ngun lc v kh nng Li ch c bn: Tit

kim chi ph v ngun lc pht trin NLCT ct li To LTCT m TCT kh nm bt v bt chc

Bin php: Chuyn

giao cng ngh / pht minh / sng ch Thuyn chuyn chuyn gia v nhn s ch cht127

Chin lc DH lin quan hiu qu nht khi:

Ngnh ko tng trng hoc tng trng chm SP mi c th ci thin ng k tnh hnh tiu th SP hin ti SP mi c th nh gi mc gi cnh tranh cao SP mi c DT theo ma v lm cn bng DT theo ma v hin ti SP hin ti ang giai on suy thoi DN c i ng qun l tt128

1.1.2.3. DH khng lin quan

u t vo ngnh c trin vng li nhun, ngoi chui gi tr hin ti ca DN iu kin i vi DN c la chn C

nhu cu mua bn, sp nhp Trin vng li nhun c nh gi thp Rc ri ti chnh, tng qun Trin vng nhng thiu vn u t

Thch thc: S phc tp trong qun l v iu hnh mt cng ty theo ui CL a dng ha129

Chin lc DH ko lin quan hiu qu nht khi:

SP mi lm DT ca SP hin ti tng ng k Lng tiu th sn phm mi v hin ti vn ng ngc chiu Ngnh cnh tranh cao v/hoc khng tng trng Ngnh KD c bn ca DN c xu hng suy gim hoc th trng bo ha DN vn v nng lc vn hnh DN c th tn dng knh phn phi hin ti Xut hin c hi tt u t Hot ng chng c quyn c thc hin130

1.1.3. Chin lc hi nhp

Chin lc hi nhp v pha trc(Forward Intergration)

Chin lc hi nhp v pha sau(Backward Intergration)

Chin lc hi nhp ngang(Horizontal Intergration)

131

1.1.3.1. Chin lc hi nhp v pha trc

Mc ch: S hu hoc gia tng kh nng kim sot i vi nh phn phi hoc ngi bn l Mt hnh thc c th: Franchising Hn ch ngun lc khi cn a dng ha Mt s trng hp hiu qu132

CL hi nhp v pha trc hiu qu nht khi:

Knh phn phi hin ti chi ph cao, ko ng tin, ko p ng nhu cu Knh phn phi hin ti tt nhng nng lc hn ch Ngnh tng trng hoc c trin vng tng trng r rng ngun lc v nng lc qun l Cn tng kh nng d bo nhu cu => n nh KD Nh phn phi hoc bn l c LN cn bin cao133

1.1.3.2. Chin lc hi nhp v pha sau

Mc ch: S hu hoc gia tng kh nng kim sot i vi nh cung cp Hai xu hng c bn: Xu

hng 1: La chn nhiu nh cung ng v trn phm vi ton cu c mc gi cnh tranh Xu hng 2: La chn cng t nh cung ng cng tt, thit lp quan h gn gi v di hn (Nht Bn)

Mt s trng hp hiu qu134

CL hi nhp v pha sau hiu qu nht khi:

Nh cung cp hin ti chi ph cao, ko ng tin, ko p ng nhu cu S lng NCC t, TCT nhiu Ngnh tng trng hoc c trin vng tng trng r rng ngun lc v nng lc qun l Cn s n nh gi c cc YTV => LTCT Nh cung cp c li nhun cn bin cao DN cn c cung ng V cn thit nhanh chng135

1.1.3.3. Chin lc hi nhp ngang

Mc ch: Nhm s hu hoc gia tng kh nng kim sot i vi TCT Ngy cng c s dng nh l cng c tng trng Mt s trng hp hiu qu136

CL hi nhp ngang hiu qu nht khi:

DN c th c quyn kinh doanh m ko b e da t chnh ph Ngnh c tc tng trng cao

Li th v quy m c th to ra LTCT vt tri ngun lc v nng lc qun l

TCT c bin ng bt li t ni b, ko phi do ngnh suy gim.137

1.1.4. Chin lc lin kt

Chin lc lin kt: Lin kt cng t c mc tiu chung Cc dng chin lc lin kt: C

bn v ph bin nht: Lin minh chin lc M&A Dng khc

138

Lin minh chin lc (Strategic Alliance)

Lin minh chin lc: L mt loi chin lc lin kt, trong cc DN kt hp mt s ngun lc v kh nng li vi nhau to ra LTCT Nhiu thnh vin vi mc trao i v chia s ngun lc khc nhau Khuych i v pht trin ngun lc v nng lc

Li th cnh tranh hp tc hay li th cnh tranh tng quan139

Cc loi lin minh chin lc (LMCL)

Lin doanhJoint venture

LMCL thng qua hnh thc s hu c phnEquity strategic alliance

LMCL khng thng qua s hu c phnNonequity strategic alliance140

1.1.4.1. Lin doanh

Lin doanh l hnh thc LMCL trong cc bn tham gia lin doanh (t hai tr ln) cng ng gp ngun lc v nng lc ca mnh hnh thnh mt ch th kinh t c lp v mt php l Hiu qu trong cc trng hp sau: Trong

cc mi quan h di hn Chuyn giao cc kin thc phi vn bn To ra li th cnh tranh mi xm nhp vo th trng mi c tnh n nh thp141

1.1.4.2. LMCL thng qua s hu c phn

L hnh thc LMCL trong cc bn i tc s hu mt t l phn trm nht nh c phn ca DN nhm kt hp cc ngun lc v nng lc to ra LTCT cho DN v mang li li ch cho cc bn tham gia lin minh

Dng ph bin: u t trc tip nc ngoi ti mt s nc Chu 142

LMCL thng qua hnh thc s hu c phnVD1 Citygroups Inc. ti Trung Quc

Citygroups Inc. lin minh chin lc vi Ngn hng Pht trin Thng Hi Pudong (Shanghai Pudong Developnment Bank SPDB), 9th, thng qua vic s hu 5% c phn. Nng t l s hu ln 25% => NH NN 1st s hu trn 20% mt NH ni a B phng Citygroups tn cng th trng th tn dng ca TQ 2004, SPDB v Citybank cng nhau a ra chic th tn dng u tin ti TQ143

LMCL thng qua hnh thc s hu c phnVD2 HSBC ti Vit Nam

8/1995: Chi nhnh Tp H Ch Minh ca HSBC chnh thc hot ng 12/2005: HSBC mua 10% c phn ca Techcombank 1 trong nhng NHTM ln nht VN xt v vn 7/2007: HSBC tip tc mua 5% c phiu ca Techcombank 8/2008: Nng t l s hu Techcombank t 15% ln 20% - NH NN 1st s hu 20% mt NH trong nc144

LMCL thng qua hnh thc s hu c phnVD2 HSBC ti Vit Nam

9/2007: HSBC mua 10% c phiu ca Tp on Bo Vit => i tc NN duy nht HSBC s s hu 25% c phiu ca Tp on Bo Vit trong 5 nm Hin t l s hu l 18% HSBC mong mun nng t l s hu ln 25% nh tha thun145

1.1.4.3. LMCL ko thng qua s hu c phn

L hnh thc LMCL trong cc bn tham gia lin minh thit lp v pht trin cc mi quan h thng qua cc hp ng hp tc chia s cc ngun lc ring bit nhm to ra LTCT. c im: t

ph bin hn i hi s cam kt gia cc bn t hn Khng hnh thnh ch th mi hay s hu c phn

=> Khng ph hp vi cc d n phc tp146

Xu hng LMCL ko s hu c phn

Cc DN ngy cng s dng nhiu hnh thc khc nhau: Tha

thun license Tha thun phn phi sn phm Hp ng cung ng

Nguyn nhn l do cc ngnh cng nghip trong xu th ton cu: Phc

tp Khng n nh147

1.2. Chin lc phng th

Chin lc ct gimRetrenchment

Chin lc bn btDivestiture

Chin lc ng caLiquitdation148

1.2.1. Chin lc ct gimRetrenchment

Mc ch: Lt ngc qu trnh suy gim DT-LN Bin php: C cu li doanh nghip C th: Bn

t ai, bt ng sn C cu li cc tuyn sn phm Ct gim nh my / LVKD T ng ha qu trnh Ct gim lao ng Thit h thng kim sot chi ph149

Chin lc ct gim ca Samsung trong KHTC Chu 1996-1997

Kin trc s: Yun Jong Yong (Vice President, CEO) Chin lc: ct gim v ti cu trc Bin php: Sai

thi 1/3 lng cng nhn (24.000 ngi) Thay s NQT cp cao Bn ti sn tha (1.9 t USD): 16 nh my, my bay ring Ct gim 50% chi ph cc loi150

Chin lc ct gim hiu qu nht khi:

DN c nng lc c bit nhng khai thc tht bi DN v th cnh tranh yu

Chu sc p t cc THQ v hot ng ko hiu quDN tht bi trong vic i mt vi SWOT

DN tng trng qu nhanh, qu rng

151

1.2.2. Chin lc bn btDivestiture

Bn 1 SBU, 1 b phn hay 1 phn DN Mc ch: Huy ng ti chnh cho hot ng mua bn hay u t chin lc trong tng lai C th l 1 phn ca CL ct gim (TH: ko ph hp hoc i hi qu nhiu ngun lc)152

Chin lc bn bt hiu qu nht khi:

Tht bi khi theo ui chin lc ct gim 1 LVKD c nhu cu ln hn kh nng c th p ng ca DN

1 LVKD c th lm gim hiu qu chung ca DN1 LVKD khng ph hp vi nh hng chung

Cn ngun ti chnh ln, kh huy ngB e da t hot ng chng c quyn ca CP153

1.2.3. Chin lc ng caLiquidation

Bn ton b ti sn ca DN cn c vo TSHH C th l tha nhn tht bi / kh khn ng ca cc DN mi thnh lp, va v nh ng ca DN do c phn ha154

Chin lc ng ca hiu qu nht khi:

theo ui chin lc ct gim v bn bt nhng tht bi Mun thu li s tin ln nht c th c t ti sn ca DN mt cch ch ng v c k hoch B p thit hi v ti chnh cho ch s hu155

1.3. Mt s CLKD ng i

Chin lc i dng xanh Quan

im i dng xanh / i dng S hnh thnh cc i dng xanh Nguyn tc hnh thnh v thc hin chin lc i dng xanh

Chin lc BPO (Business-Process Outsourcing)

156

1.3.1. Chin lc i dng xanh

Tc gi: W. Chan Kim v Rene Mauborgne Quan im i dng xanh / i dng : i

dng : Nn tng l cnh tranh i dng xanh: Khong trng th trng khng c cnh tranh (Cc ngnh cha tn ti)

Nghin cu 108 cng ty: 86%

LVKD mi (SP c) 14% LVKD mi

62% DT 38% DT

39% LN 61% LN157

S hnh thnh cc i dng xanh

Cc ngnh mi lin tc hnh thnh v pht trin i dng xanh: C hi ln v cng bng C hi v ri ro trong i dng xanh / i dng

158

Nguyn tc hnh thnh CL i dng xanh

Xc nh v hnh thnh chin lc: Nguyn

tc xc lp ranh gii th trng

Nguyn Nguyn Nguyn

tc thit k quy trnh chin lctc ti a ha quy m th trng

tc xc nh m hnh chin lc, m hnh kinh doanh bn vng159

Nguyn tc thc hin CL i dng xanh

Vt qua nhng ro cn chnh v t chc: ng

c, thi , chnh tr Thi gian Ngun lc

Xy dng quy trnh thc hin chin lc

160

1.3.2. Chin lc BPO

BPO = Business-Process Outssourcing (Thu ngoi 1 / 1 s khu ca QT sn xut) Th trng BPO ngy cng tng trng: 122 t USD (2003) => 173 t USD (2007)

161

Li ch ca BPO

Tit kim chi ph Tp trung ngun lc vo LVKD ct li Cung cp DVKH tt hn, linh hot hn Kh nng la chn nh cung cp DV ph hp Duy tr LTCT = cch tp trung vo hot ng ct li trong chui gi tr162

II. CHIN LC CP KINH DOANH (*)

Ba chin lc cnh tranh c bn ca M.Porter Chin lc kinh doanh cn c vo v th cnh tranh Chin lc kinh doanh cn c vo giai on pht trin ca ngnh

(*) p dng c th cho tng lnh vc kinh doanh v cc n v kinh doanh chin lc (SBU Strategic Business Unit)163

2.1. Cc CLCT c bn ca M.Porter

Chin lc dn u v chi ph Chin lc khc bit ha sn phm Chin lc trng tm ha (tp trung)

164

2.1.1. Chin lc dn u v chi ph

Mc ch: hot ng tt hn bng cch sn xut mc chi ph thp hn TCT Gii php: Li

th kinh t nh quy m c quyn cng ngh u th v ngun nguyn liu, dch v

Li th: sc mnh i vi nh cung ng, hng ro gia nhp Bt li: d dng b bt chc, cht lng sn phm, nhu cu khch hng, li nhun165

2.1.2. Chin lc khc bit ha sn phm

Mc ch: to ra s khc bit trong sn phm ca mnh thu li nhun cao Gii php: Nng

cao cht lng i mi khng ngng Thch nghi vi khch hng

Li th: lng trung thnh ca KH, hng ro gia nhp i vi TCT tim n v Sp thay th Bt li: c th b bt chc, chi ph sn xut, chi ph marketing166

2.1.3. Chin lc trng tm ha (tp trung)

Mc ch: nh hng phc v nhu cu ca mt nhm KH hoc on th trng Gii php: Khc

bit ha sn phm Chi ph thp Theo ui ng thi c hai chin lc

Li th: hiu bit th trng, lng trung thnh ca KH, tc i mi nhanh hn Bt li: t nh cung ng, chi ph sn xut quy m nh, s bin ng (bin mt) ca nhu cu167

2.1.4. S b tc chin lc

S nht qun trong chin lc ca DNCc iu kin cn thit chin lc thnh cng Nguyn nhn: Mi

trng thay i Mt kh nng kim sot S chuyn mn ha v s pht trin ca KHCN168

2.2. Chin lc KD theo v th cnh tranh

CLKD ca cc DN th lnh CLKD ca cc DN v th thch thc CLKD ca cc DN i sau CLKD ca cc DN ang tm ch ng trn th trng169

2.2.1. Chin lc KD ca cc DN th lnh

Mc tiu: M

rng quy m th trng Tng th phn Bo v th phn

Chin lc bo v th phn: Chin

lc i mi Chin lc cng c Chin lc i u Chin lc ngi dn u (Ngnh suy thoi)170

2.2.2. Chin lc KD ca cc DN thch thc

DN thch thc ?

Mc tiu: Tng trng nhanhBin php: Ginh Ginh

th phn t DN th lnhth phn t TCT yu hn (Marketing mix)

D on v i ph vi cc hnh ng tr a => Cc bin php t v171

2.2.3. Chin lc KD ca cc DN i sau

Mc tiu: Bo

v th phn hin c Tm cch c thm khch hng mi Hp tc trnh gy phn khng

Trnh gy phn khng: Pht

tn hiu th trng Cng khai ha s thay i Ch r ngun gc / nguyn nhn ca s thay i172

2.2.4. CLKD ca cc DN ang tm ch ng trn th trng

Mc tiu: Tp

trung tm kim v khai thc th trng ngch Xc nh phn on TT c cu n nh, suy gim chm, cu trc ph hp

Bin php: Chuyn

mn ha (sn phm, KH, a l, dch v) Tp trung ha173

2.3. CLKD theo cc giai on pht trin ca ngnh

Mc ch: Duy tr li th cnh tranh ca DN trong nhng mi trng KD khc nhau Phn loi: CLKD

trong ngnh manh mn CLKD trong ngnh phi thai v tng trng CLKD trong ngnh trng thnh CLKD trong ngnh chn mui CLKD trong ngnh suy thoi174

2.3.1. CLKD trong ngnh manh mn

c im: Nhiu DN va v nh

L do duy tr s mnh mn: Bt

li do quy m ln Ro cn gia nhp thp

Chin lc: Chin lc tp trung Ph v tnh mnh mn: Pht

trin h thng kinh doanh Nhng quyn thng mi Hp nht theo chiu ngang175

2.3.2. CLKD trong ngnh phi thai v tng trng

c im: S i mi ca cc DN tin phong Mc tiu: Khai thc s i mi v thit lp li th cnh tranh di hn Cn c la chn chin lc: Ti

sn b xung khai thc s i mi Ro cn i vi cc TCT Kh nng bt chc ca cc TCT176

2.2.3. CLKD trong ngnh trng thnh

S thng tr ca s lng nh cc DN ln Chin lc ngn cn s gia nhp ca TCT: Tng

chng loi (pht trin) sn phm Gim gi Duy tr NLSX d tha

Chin lc qun l mi quan h ngnh: Pht

tn hiu v gi Lnh o gi (i vi DN th lnh) Tng cng cnh tranh phi gi Thm nhp th trng Kim sot nng lc sn xut

177

2.2.4. CLKD trong ngnh chn mui

Mc ch: Khng ch u vo v nm quyn phn phi sn phm Chin lc: Hp nht theo chiu dc

Hp nht v pha sauBo

Hp nht v pha trcNm m

v th phn

vng thng tin v KH

Nng Cung

cao cht lng, gim chi ph ng kp thi

bo cht lng DVBH v DV sau BHGim

chnh lch li nhun khi phn phi qua nhiu trung gian178

2.2.5. CLKD trong ngnh suy thoi

Tnh khc lit ca s suy thoi:Chiu cao ca ro cn rt lui Chi ph c nh Bn cht ca sn phm

Tc suy thoi

Mc cnh tranh

179

CLKD trong ngnh suy thoi

Cc chin lc chnh: Chin Chin Chin Chin

lc ngi dn u (Ngnh suy thoi) lc th trng c tn (Tp trung ha) lc thu hoch lc rt lui khi ngnh

180

La chn chin lc trong ngnh suy thoiCao

Mc cnh tranh trong ngnh suy thoi

Rt lui khi ngnh

Th trng c tn / Thu hoch

Thu hoch / Rt lui khi ngnh

Ngi dn u / Th trng c tn

Thp t im mnh ca cng ty Nhiu181

III. CHIN LC CHC NNG

Chin lc chc nng nhm: t

hiu qu cao nht Nng cao cht lng sn phm i mi p li khch hng

=> Xy dng v duy tr li th cnh tranh

Chui gi tr182

Chui gi tr

Cc hot ng h tr

Hu T Hu cn chc cn u sn u vo xut ra

M a r k e t i n g

C s h tng Dch v BH v sau BH Ngun nhn lc R&D Qun l vt t Ch to

Cc hot ng chnh183

3.1. (CLCN nhm) t hiu qu cao nht

Chin lc sn xut v tc nghipChin lc marketing

Chin lc qun l nguyn vt liuChin lc nghin cu pht trin Chin lc ti chnh Chin lc ngun nhn lc184

3.1.1.Chin lc sn xut v tc nghip

Th t u tin cho sn xut: Chi

ph sn xut thp Phn phi sn phm Cht lng sn phm dch v Tnh linh hot v dch v khch hng

Tnh kinh t nh quy m v hiu ng ng cong kinh nghim185

Chin lc sn xut v tc nghip

nh v h thng sn xut: Thit

k sn phm: Theo t hng / Chun ha Quy trnh sn xut: Tp trung vo sn phm / quy trnh S l sn phm: Lu kho / Theo n hng

K hoch sn phm / dch v mi Cng ngh v quy trnh sn xut Phn b ngun lc cho sn xut Nhn t ph tr cho sn xut186

3.1.2. Chin lc marketing

Vai tr ca chin lc marketing Phn on th trng v th trng mc tiu Ni dung ca chin lc marketing: 4P:

Product, Price, Place, Promotion 7P: 4P + People, Progress, Physical Evidence

187

3.1.3. Chin lc qun l nguyn vt liu

Nguyn vt liu v vn gim chi ph sn xut (chim 50-70% tng doanh thu) Qun l NVL: n

ni sn xut Trong qu trnh sn xut Trong qu trnh phn phi

H thng qun l JIT (Just In Time)188

3.1.4. Chin lc nghin cu pht trin

Nghin cu C bn / ng dng / Trin khai Nghin cu pht trin sn phm mi Nghin cu ci tin quy trnh cng ngh: Gim

s chi tit, b phn / Sn phm Gim s bc trong quy trnh sn xut Gim s thao tc / bc cng vic Gim thi gian ch tc189

3.1.5. Chin lc ti chnh

Vai tr ca chin lc ti chnh i vi DN nh gi kh nng ti chnh ca DN: Cn

i dng tin: Kh nng thanh ton v ti tr cho cc khon u t mi Kh nng huy ng tn dng: nim tin v s k vng thu li nhun trong tng lai ca nh u t S linh hot v ti chnh: VL/VC, VL/ N ngn hn

190

3.1.6. Chin lc ngun nhn lc

Vai tr ca ngun nhn lc i v chin lc pht trin ngun nhn lc Ni dung ca chin lc ngun nhn lc: K

hoch ha ngun nhn lc Chnh sch tuyn dng v b tr cng vic Chnh sch th lao v to ng lc cho ngi lao ng Chnh sch o to v pht trin ngun nhn lc

191

3.2. (CLCN nhm) t cht lng cao

Cht lng sn phm vi vn thng hiu v gim chi ph sn xut Khi nim Qun l cht lng ng b (TQM Total Quality Management):TQM l mt trit l v qun l, n tp trung vo ci thin cht lng sn phm, dch v ca cng ty v nhn mnh rng tt c cc hot ng ca cng ty cn phi hng ti thc hin mc tiu cht lng.

192

Thc hin TQM

Xy dng cam kt ca t chc v cht lng Tp trung vo khch hng: KH mun g? Tm kim phng tin o lng cht lng Thit lp cc mc tiu v ng vin khch l Thu ht s ng gp ca cc nhn vin

193

Thc hin TQM (Tip)

Pht hin sai st v tm cn nguyn H thng cung ng tc thi (Just In Time) Mi quan h vi nh cung cp T chc sn xut tinh gn Ph v hng ro ngn cch gia cc b phn

194

3.3. (CLCN nhm) i mi

i mi S khc bit ha Li th hn TCTMc ri ro trong i mi sn phm (T l thnh cng 12 20%) Tnh

khng chc chn Kh nng thng mi ha Dung lng th tr trng Thi gian195

Xy dng nng lc i mi

Khuyn khch pht trin k nng nghin cuKt hp R&D vi marketing Kt hp R&D vi sn xut Tng tc a sn phm ra th trng196

3.4. (CLCN nhm) p li khch hng

Mc tha mn ca khch hng v gi tr thng hiu Cc bin php c th: Xy

dng quan im thng nht ton DN Tp trung vo nhu cu ca khch hng Tm hiu nhu cu khch hng Tha mn nhu cu khch hng197

6

LA CHN CHIN LC V T CHC THC HIN CHIN LC


Ni dung

Cc k thut phn tch nh hng chin lcLa chn chin lc T chc thc hin chin lc

199

I.

CC K THUT PHN TCH NH HNG CHIN LCK thut phn tch SWOTK thut nh gi yu t bn trong, bn ngoi (Ma trn IE) Ma trn hnh nh cnh tranh

200

1.1. K thut phn tch SWOT

S dng sau khi phn tch mi trng kinh doanh v mi trng ni b DN Kt ni cc ngun lc v kh nng ca mt cng ty vi mi trng m cng ty hot ng (Ma trn / K thut phn tch) SWOT: Phng php phn tch: im

mnh / im yu C hi / Thch thc201

S dng ma trn SWOT trong QTCL

Bc 1: Tng hp kt qu phn tch MTKD C hi v nguy c B1.1.

C hi v xp hng c hi B1.2. Thch thc v xp hng thch thc

Bc 2: Tng hp kt qu phn tch ni b DN im mnh v im yu Bc 3: Tng hp kt qu v hnh thnh ma trn SWOT202

Bc 1:Cc yu t MTKD bn ngoi

Tng hp kt qu phn tch MTKD bn ngoi ca DNMc quan trng ca yu t i vi ngnh Mc quan trng ca yu t i vi DN Tnh cht tc ng im nh gi Bnh lun

(1)

(2)Rt quan trng = 3

(3)Rt quan trng = 3 Quan trng =2 t quan trng = 1 Ko quan trng = 0

(4)

(5)

(6) xut (nu c) nhm tn dng c hi, hn ch tc ng ca nguy c

Lit k cc yu t thuc Quan trng MTKD =2 quc t, quc gia v t quan MT ngnh trng = 1 Ko quan trng = 0

Ct (2) x (3) v ly Khng du ca ct thun li (-) (4)

Thun li (+)

203

Bc 1.1. C hi v xp hng c hiTc ng i vi doanh nghip

Cc c hi chnh

Mc quan trng

im s

Phn loi mc Phn loi mc quan trng ca tc ng ca mi Lit k cc yu t mi yu t i vi yu t i vi mi trng bn doanh nghip doanh nghip ngoi l c hi chnh i vi Mc cao = 3 Nhiu = 3 doanh nghip Mc TB = 2 Trung bnh = 2 Mc thp = 1 t = 1

Nhn ct (2) vi ct (3)

204

Bc 1.2. Thch thc v xp hng thch thcTc ng i vi doanh nghip

Cc c hi chnh

Mc quan trng

im s

Phn loi mc Phn loi mc quan trng ca tc ng ca mi Lit k cc yu t mi yu t i vi yu t i vi mi trng bn doanh nghip doanh nghip ngoi l thch thc chnh i Mc cao = 3 Nhiu = 3 vi doanh nghip Mc TB = 2 Trung bnh = 2 Mc thp = 1 t = 1

Nhn ct (2) vi ct (3)

205

Bc 2:Cc yu t MTKD bn ngoi

Tng hp kt qu phn tch MT ni b ca DNMc quan trng ca yu t i vi ngnh Mc quan trng ca yu t i vi DN Tnh cht tc ng im nh gi Bnh lun

(1)

(2)Rt quan trng = 3

(3)Rt quan trng = 3

(4)

(5)

(6)

Lit k cc yu t thuc mi trng ni b doanh nghip

Quan trng =2 t quan trng = 1 Ko quan trng = 0

xut Quan trng Ct (2) x (nu c) =2 (3) v ly nhm tn Khng du ca ct dng im t quan thun li (-) (4) mnh, khc trng = 1 phc im yu Ko quan trng = 0206

Thun li (+)

Bc 3:

Tng hp kt qu v hnh thnh ma trn SWOTCc im mnh (S) Lit k nhng im mnh quan trng nht t bng tng hp MT ni b SO Tn dng th mnh ca DN khai thc c hi t MTKD ST Cc im yu (W) Lit k nhng im yu quan trng nht t bng tng hp MT ni b WO Tn dng cc c hi bn ngoi khc phc im yu bn trng DN WT

MT ni b doanh nghip MT bn ngoi Doanh nghip Cc c hi (O) Lit k nhng c hi quan trng nht t bng tng hp MTKD Cc nguy c (T)

Lit k nhng nguy c quan trng nht t bng tng hp MTKD

Tn dng im mnh bn trong DN gim bt tc ng ca cc nguy c bn ngoi

Phng th Khc phc im yu gim tc ng hoc trnh nguy c t bn ngoi207

1.2. Ma trn nh gi yu t bn trong v bn ngoi IE

K thut phn tch mang tnh nh lngNgy cng c s dng rng ri Ma trn IE (Internal Extrenal Factors of Environment): Ma

trn nh gi cc yu t bn ngoi (EFE) Ma trn nh gi cc yu t bn trong (IFE)208

1.2.1. Ma trn nh gi cc yu t bn ngoi (EFE)Cc yu t thuc MTKD bn ngoi (1) Lit k cc nhn t thuc MTKD bn ngoi DN

Mc quan trng(2) Cho im t 01 tng ng vi mc quan trng

Phn loi(3) DN t phn ng = 1 DN phn ng TB = 2

im quan trng(4)

(4) = (2) x (3)DN phn ng trn TB = 3 DN phn ng tt = 4

Tng = 1

Tng = X

209

Ma trn nh gi cc yu t bn ngoi (EFE)

Ma trn EFE: Tng im 1.0 < X < 4.00

< X < 2.5

Doanh nghip khng tn dng c c hi, trnh n c nguy c Trung bnh

X

= 2.5

2.5

< X < 4.0 Doanh nghip ang phn ng tt vi e da v c hi t mi trng210

1.2.2. Ma trn nh gi cc yu t bn trong (IFE)Cc yu t thuc MTKD ni b DN (1)

Mc quan trng(2)

Phn loi(3) im yu quan trng nht = 1

im quan trng(4)

Lit k cc nhn t thuc MT ni b DN

Cho im t 01 tng ng vi mc quan trng

im yu = 2im mnh = 3 im mnh quan trng nht = 4

(4) = (2) x (3)

Tng = 1

Tng = Y211

Ma trn nh gi cc yu t bn ngoi (IFE)

Ma trn IFE: Tng im 1.0 < Y < 4.00 Y

< Y < 2.5 = 2.5

Doanh nghip yu v ni b Trung bnh

2.5

< Y < 4.0

Doanh nghip mnh v ni b

212

1.2.3. Tng hp ma trn IEMA TRN BN TRONG BN NGOI (IE)IFE Yu t mi trng bn trongMnh T.bnh Yu

EFE Yu t mi trng bn ngoi

Cao T.bnh Thp

213

1.3. Ma trn hnh nh cnh tranhCc yu t nh hng n KNCT ca DN (1) Bc 1: Lp danh sch khong 10 yu t c nh hng quan trng n kh nng ca mt cng ty trong ngnh Tm quan trng (2) Bc 2: Phn loi tm quan trng t 0.0 n 1.0 0.0 = Ko quan trng 1.0 = Rt quan trng nh gi (3) Bc 3: nh gi kh nng ca cng ty theo tng yu t 4 = Tt 3 = Kh 2 = Trung bnh 1= Yu im s (4) Bc 4: Xc nh im s i vi tng yu t (4) = (2) x (3)

Tng = 1

Bc 5: Tnh tng im214

II. LA CHN CHIN LC

Cn c la chn chin lc Phng php nh gi cc phng n chin lc Xy dng l trnh thc hin chin lc215

2.1. Cn c la chn chin lc

Chu k pht trin ca ngnh v sc mnh ca doanh nghip Quan im v nng lc ca CEO

Mc tiu chin lc ca doanh nghipChin lc hin ti v kt qu phn tch ni b Thi im la chn v thc thi chin lc Li ch v p lc ca cc i tng hu quan216

2.2. Phng php nh gi cc phng n chin lc PP cho im

Bc 1: Xc nh quan im la chn chin lc Bc 2: Xc nh cc tiu ch, xc nh cc thang im Bc 3: Tnh im cho tng phng n chin lc Bc 4: La chn chin lc

Chn p/a c tng im cao nht v trn trung bnh Nu 2 p/a c tng im bng nhau => Chn p/a c im c trng s cao nht l cao nht Nu p/a cao nht c im thp hn trung bnh => Khng chn => Quay v chng II v lm t u

Quyt nh chnh thc phng n chin lc v bt u trin khai thc hin217

2.3. Xy dng l trnh thc hinXc nh cc bc thc hin gn vi thi hn tng ngD kin ni dung ca cc bc thc hin chin lc D kin h thng kim sot chin lc D kin phng php nh gi v iu chnh chin lc

218

III. T CHC THC HIN CHIN LC

ngha ca giai on t chc thc hin chin lc Ni dung cc bc thc hin chin lcYu cu t chc thc hin chin lc

219

Khi nim t chc thc hin chin lc

T chc thc hin chin lc l qu trnh nhm m bo cho chin lc c thc hin mi khu v mi b phn trong doanh nghip.=> t c cc mc tiu chin lc ra

220

3.1. ngha ca giai on t chc thc hin chin lc

To ra s ph hp v chc nng: La chn v thc hin cc chnh sch ph hp To ra s ph hp v t chc qun tr: CCTC, MIS To lp v phn b ngun lc: Vn, ngun nhn lc221

3.2. Ni dung thc hin chin lc

Thit lp mc tiu thng nin m bo ngun lc cn thit cho thc hin chin lc

Xy dng c cu t chcTrin khai thc hin chin lc v cc hot ng iu chnh nh gi vic thc hin chin lc222

3.2.1. Thit lp mc tiu thng nin

Sot xt li cc mc tiu chin lc: Bc

nh gi cui cng S ph hp vi mi trng t son tho trin khai S nhn thc ca cc i tng c lin quan

Thit lp cc mc tiu thng nin: Thng

lng ha thng qua mc tiu ti chnh ngha c bit quan trng

Thit lp chnh sch hng dn thc hin223

3.2.2. m bo ngun lc cn thit

nh gi ngun lc: c ngun lc cn thit thc hin chin lc khng? Kh nng huy ng v huy ng thm

Lp chng trnh hnh ng c thPhn b ngun lc: Hot Phn Ti

ng trung tm trong t chc thc hin CL phi v s dng c hiu qu cc ngun lc224

chnh, vt cht, nhn s, cng ngh

3.2.3. Xy dng c cu t chcC cu t chc ca DN l tng hp cc b phn c chuyn mn ha, c nhng trch nhim v quyn hn nht nh, c mi lin h v quan h ph thuc ln nhau, c b tr theo tng cp nhm m bo thc hin cc chc nng qun tr v thc hin mc tiu chung ca doanh nghip

Cc loi c cu t chc La chn c cu t chc ph hp vi chin lc225

3.2.4. Trin khai thc hin

Mt s vn thng gp khi thc hin: Chm

tin ti chnh

Tha/thiu S

c pht sinh bin ng khng lng trc c

Nhng Mt

dn kh nng kim sot226

3.2.5. nh gi vic thc hin chin lc

Tin hnh trong qu trnh t chc thc hinKim tra, nh gi c th Can thip v iu chnh cn thit Mc v tn sut iu chnh hp l227

3.3. Yu cu t chc thc hin chin lcm bo tng bc thc hin nhng ni dung v mc tiu c bnm bo nhng iu kin v ngun lc cn thit m bo c ch phi hp, hp tc, chia s

HTTC v CCTC phi nng ng, linh hot v p ng c yu cu t ra228

7

NH GI V IU CHNH CHIN LC


Ni dung

Mc ch kim tra v nh giCc tiu chun kim tra v nh gi nh gi v iu chnh chin lc

230

I. MC CH CA KIM TRA V NH GI

Hnh thc: Khu cui cng trong QTCLBn cht: C mt mi chc nng qun l Mc ch chung: Xc

nh cc sai lch (mc tiu, bin php, cch thc) Chiu hng v mc ca cc sai lch D kin cc bin php iu chnh hot ng hoc iu chnh chin lc231

Yu cu i vi kim tra v nh gi

Ph hp vi cc giai on khc nhau ca QTCL (ni dung,tiu chun, phng php)

m bo tnh linh hot (hnh thc v phng php) m bo tnh d phng: cn c xc nh gii php, bin php iu chnh

Tp trung vo cc im, ni dung thit yu v quan trng

232

II. TIU CHUN KIM TRA V NH GI

Cc tiu chun nh tnh: Tnh Tnh

nht qun ph hp

Tnh

kh thi

Cc tiu chun nh lng: a dng v gn vi lnh vc v ni dung kim tra Cc tiu chun khc: lin quan n cc mi trng khc ngoi mi trng kinh t233

Tnh cht ca cc tiu chun KTG

Tnh c th ca tiu chunTiu chun thay th S sai lch v mc gii hn sai lch cho php

234

III. NH GI IU CHNH CHIN LC

Qu trnh nh gi chin lciu chnh chin lc Ti cu trc doanh nghip

235

3.1. Qu trnh nh gi chin lcC thay i ln trong cc yu t mi trng khngC Mc tiu ngn hn Trin khai theo chin lc hin ti

Chin lc

Kim tra v nh gi chin lc

Khng

iu chnh

Gii phpiu chnh

C thay i ln trong kh nng v ngun lc ca doanh nghip khng

Khng

C

Chnh sch

236

3.2. iu chnh chin lcBc 1: Xc nh s cn thit phi iu chnh chin lcBc 2: Xc nh cc cn tr ti s iu chnh chin lc Bc 3: Thc hin iu chnh chin lc Bc 4: nh gi tc ng ca iu chnh chin lc

237

3.3. Ti cu trc doanh nghip

Nguyn nhn: a

dng ha qu mc Xu hng sp nhp dc ngang Gim quy m bng ti c cu v gim u t

Ni dung ti cu trc: Xc

nh v thc hin cc chin lc rt lui: Gim bt u t, thu hi, thanh l Chuyn hng chin lc

238

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Quan Tri Chien Luoc - 16-8-2011