Một số biện pháp chủ yếu nhằm xây dựng chiến lược kinh doanh của doanh nghiệp xây dựng công trình giao thông ở nước ta hiện nay

Kinli ngliiem cua nipt sd DNNN thanli dat d nude ta trong thdi gian qua cung nhu d nliiPu nude cd nPn kinli te thi trudng pliat trie'n nhu My, Phap, NIiAl Ddc cho fliAy "Nhung edng ty cd

TRUING DAI HOC KINH I< QUOC DAN

Bui Van Pliiic

MOT SO BIEN PHAP CHU YEU NHAM XAY DUNG CHIEN LU0C KINH DOANH CUA DOANH NGHIEP XAY DUNG CONG TRINH GIAO THONG

d NUdC TA HIEN NAY

THAC Si KHOA HOC KINH IE

HA NOI - 1996

IJui Van Phuc

MQT SO BIEN PHAP CHU YEU

NhAm XAY DQNG CHIEN LJQC KINH DOANH CUA DOANH NGHIEP XAY DUNG CONG TRINH GIAO THONG

6 NUdC TA HIEN NAY

Cliuyen nganh

Kinh te - Quan ly - Ke lioach hoa kinh te quoc dan

Ma so : 5-02-05

LUAN AN THAC SI KHOA HOC KINH Tfs

NGUdl HUCJNG DAN KHOA HOC NGUYEN THANH DO - P G S.P T S KHOA HOC KINH TE

TRUdNG.DAI HOC KINH T| QUOC DAN

PHAN M(J DAU

1 Sir can thiet phai nghien ciifu de tai :

Neu kinh t£ nude ta dang trong qua trinh chuyen tu co ch£ ke hoach hoa tAp

trung sang co che thi trudng co sir dieu tie! cua Nha nude theo dinh hirdng

XHCN

Trong co chemdi, cac doanh nghipp Nha nude (DNNN) noi cluing, doanh nghiCp xAy dung cong trinh giao thong (DNXDCTGT) noi rieng khong con dope Nha nude bao cAp nhu trudc dAy ma phai ddi mat vdi nhirng thu thach kliAc ngliiet cua thi trirong , chAp nliAn canh tranli, tu buon chai trong moi trudng kinli doanh dAy plitrc tap va luon bie'n dOng

Trong mAy nam chuye’n doi co che vua qua, hon mot nua trong thug sd IrOn 12.000 DNNN da phai sap nhAp hoac giai the’ vi khong tim kie'rn dupe thi trudng

ky IhuAt cong nghe lac hAu, nang luc tai cliinli yeii kern Nhung doanh nghipp (DN) con tru lai dupe thi mpt bp phAn dang ke' gap nliieu khd khan Jung lung, chua thoat khoi tinh Irang "an dong", san xuAt kinli doanh cAin chung

Dieu co the9 khang dinh 6 dAy la trong co che thi trudng, de' tdn tai va pliat tridn, cac DN khong the' chi quan tAm den nhirng nhiem vu, ke hoach kinli doanh lliudng xuyen mA dieu quan trong hon la phai xAy dung, tliuc liien chien lupc kinli doanh (CLKD) phu hop vdi xu hirdng bie'n ddng cua moi trudng kinli doanh, buy ddng va ket hop tdi iru cac nguon luc de9 dat dtrpc nhung niuc ticu pliat trie’ll da xac dinh

Kinli ngliiem cua nipt sd DNNN thanli dat d nude ta trong thdi gian qua cung nhu d nliiPu nude cd nPn kinli te thi trudng pliat trie'n nhu My, Phap, NIiAl Ddc cho fliAy "Nhung edng ty cd vAn dung quan ly chien lupc (xAy dung va (hire hien CLKD) dat dupe ket qua lot hon nliieu so vdi cac ket qua ma ho dat duo< trudc do va so vdi cac cong ly khong vAn dung quan ly chien lupc" (Chien hrp<

va sach lupc kinli doanh - Garry D.Smith, Danny R.Arnold, Bopby G.Bizzell).Cho deh nay, nliieu DNNN d nude ta da y I hue dupe su cAn thiet ciia vic< xAy dung va there liipn CLKD ; Nha nude vdi tu each la cliii sd huu ciia cac DN cung da quy dinh tai LuAt DNNN tracli nhiem "XAy dung CLKD "ciia cac DN nhu nidi nhiem vu ind dAu cho qua trinh quan ly SXKD

Tuy nhien 6 nude ta hien nay, viec nghien ciru cac va'n dd ly luftn va phuong pliap luan xay dung CLKD cua DNNN ndi chung va cac DN thuOc cac nganh kinh te ky thuflt kliac nhau ( cong ngliiep, xay dung, thuong mai , dicli vu) con rftt nidi me , nOi dung, hinh there, quy trinh va phuong pliap xay dung CLKD cung cliua duqc Nha nude quy dinh, hudng dan cu the7.

Do vay, viec nghien ciru van de xay dung CLKD cua DN NN van dung vao

DN XDCTGT lam ccf so cho viec xay dung CLKD cua cac DN nay thuc su la mot doi hoi bdc xue trong thuc tidn quan ly cac DNNN hien nay

2 Muc dicli nghien cum .

De tai nghien ciru gop plidn lam ro mot so van de ly luan va phuong pliap luan elm yeii vd xay dung CLKD cua DNXD trong ndn kinh te' thi trudng va budc dau van dung vao viec xay dung CLKD cua DNXDCTGT 6 nude ta

3 Pliani vi, doi tirong nghien cum

Trong khuOn khd dd tai nay chung tOi tap trung vao van dd xay dung CLKD

- giai doan md dau qua trinh quan ly cliie'n luqc cua doanh ngliiep nha nude ( DNNN ) ndi chung va DNXDCTGT ndi rieng o nude ta hien nay; Noi dung cua cac giai doan tie'p sau chi duqc dd cap 0 mdc du de7 dam bao tinh he thong cua van dd nghien ci'ru

Doi tuong nghien ciru la cac DNXDCTGT cap TOng cong ty (TCT) la'y vi

du thuc te tai Tong cOng ty xay dung Trudng Son ( TCTXDT.S ) - Bq Qud'c pliong (BQP ) va mOt so' Tong cong ty xay dung cOng trinh giao thOng( TCTXDCTGT) thuOc BO giao thOng -van tai ( GTVT )

4 Phiromg pliap nghien ciru

Dd tai nghien ciru sir dung phuong pliap duy vat liien chung va cac phuong phap cu the’ kliac nhu : Didu tra phan tich kinh te', tie'p can he thong , mO hinh boa va xac sua't thong ke phuc vu muc dicli nghien ci'ru

5 . Nhirng dong gop cua luan van

Dd tai duqc nghien cuu vdi mong muOn dong gop vao viec :

- He thdng boa mOt s6 va'n dd ly luan vd CLKD cua DN

- Tong quan kinh nghidm cua mOt sd DN nude ngoai vd xay dung CLKD

- Danh gia thuc trang cOng tac xay dung ke' hoach SXKD, xay dung CLKD trong cac DNXD 6 nude ta thdi gian qua

- Kie'n nghi mOt sO' hien pliap nham xay dung CLKD ciia DNXDCTGT

- Bude dau van dung xay dung CLKD cua mot TCTXDCTGT Viet Nani

6 Ket can luan vim

Ngoai Idi md dau va ph^n ket luan, nOi dung luan van gom 3 chirong :

- Chito'ng I : Nhung van de co ban vd ly luan va phuong pliap luan CLKD

cua DN

- Clnamg 2 : Phan tich thuc trang xay dung CLKD cua cac, DN XD noi

chung, DNXDCTGT noi rieng 6 nude ta thdi gian qua

- Chifo'ng 3 : MOt sO hien pliap chu yOii nliam xay dung CLKD cua cac

DNXDCTGT 6 nude ta

luoc kinh doanh cua doanh ngliiep

I - Kliai luan chung ve CLKD cua doanh ngliiep :

/ -Mot so each tiep can ve CLKD :

LI - Sir du nhap vao ITnh vuc kinh doanh cua thuftt ngu chien liroc ( CL ) 1.1.1 - Tliuat ngir chie'n luoc ( each goi tat cua cliie'n luoc quan sir ) co ngudn gdc nghe tliuat quan sir tir xa xua nlnrng cho tdi nay van co nhung quan niem kliac nhau

Mot trong nhung xua't ban pham tir dien Larouse coi " cliie'n luoc la nghe tliuat chi buy cac phuong tien dd gianli chie'n thang ",

Nha ly luan quan sir ndi liehg trong lich sir quan sir can dai Clawzevit cung cho rang : " Chie'n luoc quan sir la nghe tliuat chi huy d vi tri iru the'",

Hoc gia Dao Duy Anh, trong tir die'n tie'ng Viet coi " cliien luoc la cac ke hoach dat ra de’ gianli thang loi trOn mOt hay nhidu mat trail "

Cac nha ly luan quan su Viet Nam va cac nha ly luan quan sir thuOc trudng pliai XO Viet trudc day grin nhu co chung mot quan niem vd cliien luoc khi cho rang : " chie'n luoc la bO phan hop thanh chu dao ( cao nha't ) cua nghe tliuat quan sir bao gom ly luan thuc tidn cliuan bi dat nude va luc Itrong vu trang de dam bao gianli chie'n thang trong chie'n tranli La lmh vuc thuc lien, chie'n luoc giai quydt cac vail dd : xac dinli ddi tirong tac chie'n, muc lieu nliiem vu chie'n luoc cua lire lirqng vu trang va cac ngudn lire c&n tliie't cho viec thuc hien cac muc tieu, nliiem vu do trong nhung didu kiOn cu the’ cua cliien tranli " ( Tir dien I liuftt

ngtr quAn sir cua Vien han lAm quAn sir Lien XO va Tir didn bach khoa tieng Viet )•

Tir nhirng quan niem tren , co the coi CLQS "ve thitc chat la nghe thuat chi huy de gianh chien thdng trong dau tranh vu trang " vdi nhirng dqc trimg co ban

1.1.2- Su du nhAp vAo lTnh vuc SXKD

XuAt phat tu lTnh vuc quAn su, thuAt ngu chien liroc da lan toa vA du nhAp vAo hAu het cac lTnh vuc chinh tri, kinh td, van hoa xa hoi

Su giao tlioa vd ngOn ngu, hoc thuAt giua thuat ngu chidn luqc vdi cac khai niem, pham tru cua cac lTnh vuc nAy da tao ra nhung thuAt ngu mdi trong ngon ngG khoa hoc cua cac lTnh vuc do

NgAy nay ngudi ta cd the9 gap d moi noi cac khai niem Chidn luqc kinli td

- xa hOi " , " Chidn luqc dAn sd ", " Chien luqc phat tridn ben vung mOi trudng ",

" Chien luqc ngoai giao Chien luqc khoa hoc - cOng nghe ", vv

Trong lTnh vuc kinh td, rAt nliieu khai niem mdi cung duqc hinli lhAnh tir sir kdt hop nhu tren o pham vi vT mO co the gap cac khai niem " Chidn hrqc pliat tridn ngAnh ","Chidn luqc cOng nghiep hoa liudng vd xuAt khAu ", " Chidn luqc cOng nghiep boa hudng vd thay thd nhAp khAu"

0 pham vi vi mO, thuAt ngu "chidn luqc" cung cd su ket hop vdi cac khai niem, pham tru quan ly doanh nghiep hinh thAnli cac thuAt ngu "chidn luqc pliat tridn" ,"chidn luqc kinh doanh","quan ly chidn luqc" Su xuAt liidn cacthuAt ngu noi tren khOng don tliudn 1A su vay muon khai niem mA bAt nguon tir sir edn thidt plian anil thuc tidn quan ly cua cac doanh nghiep trong co chd thi trudng

Do 1A vi tir sau thd chidn 2 , xu hudng quoc td hoa cac quan he kinh td cung vdi su khan hidm ngAy cAng gia tang ciia cac nguon tAi nguydn sir phat tridn nhu

vu bao cua khoa hoc ky thuAt, su thay doi ciia lieu dung xa hOi lam cho moi trudng kinh doanh ngAy cAng trd nOn pliirc tap vA bidn ddi khOn luong

Doi mat vdi mOt moi trudng nhu vfly, cac nha doanh nghidp khdng thd chi tap trung moi nd lire vao vide hoan thidn cac ky thuat quan ly va thuc liidn cac kd hoach ngrin han co tinh chat chidn thuat ma edn edn phai phan tich , nam bat cac

xu thd" bidn ddng cua mdi trirdng , tim ra nhirng nhan td" then chdt , khai Iliac the manh , han chd" mat ydu , danh gia dung cac doi thi’i canh tranh dd dd ra va thirc hidn nhtrng chidn luoc dung dan thi mdi co kha natig ndm bat co hdi , tranh duoc nguy co , va cam bay cua thi trudng , dam bao sir phat tridn on dinh , bdn virng cua doanh nghidp

Lich sir kinh td" duong dai da chdng minh, nhung doanh nghidp khdng cd chidn luoc kinh doanh hoac chidn luoc kinh doanh sai lam thi chac chan phai nhan lay sir that bai ; Nhung doanh nghidp co thuc liidn quan ly chidn luoc ( xay dung duoc cac chidn luoc phu hop va td chuc thuc hidn thang loi cac chidn luoc

do ) thi gat hai duoc kdt qua tdt hon nhidu so vdi trudc do va so vdi cac doi thii khdng ap dung quan 1^ chidn luoc

Tu nhung nam 50 cua thd ky nay, khi cac edng ty My va Tay Au van dang say sua nhung tlianh tun trong ky thuat quan ly tirng dan dat sir phat tridn ndn kinh td cua ho thdi ky trudc do thi ddn nhung nam 1960, cac edng ty ciia Nhat ban da tap trung vao vide phat buy nhan td con ngudi , gan vdn dd marketing vdi xam nhap thi trudng mdi,sir dung tidt kidm va co liidu qua cac nguon tai chinh

Kdt qua la cac'doanh nghidp My sa vao tinh trang lung tung bi dong triroc nhung bidn dong cua mdi trudng, toe do tang trudng giam sut, con cac doanh nghidp Nhat ban do co kha nang phan irng nhanh,thich nghi vdi didu kidn bidn ddng, dat tdc dd tang trudng cao va on dinh,vuot trdn cac dong nghidp Au My va chidm vi tri di'rng dau thd" gidi vao nhirng nam 1970

Nhom chuydn gia kinh td cua edng ty tu van n6i tidng Boston Consulting Group nhan xet " Chidn luoc marketing, chidn luoc con ngudi va chidn luoc tai chinh chd khdng phai la phuong pliap quan ly da lam cho Nhat ban trd tlianh ngud dan dau thd" gidi "

Cung thdi gian do, My va Tay Au kip nhan ra didu gi da lam cho ho tliua cudc va tai My, van dd " tu tudng chidn luoc " trong quan ly da duoc khdi xudng nghidn ctru

Thdi ky dau, tu tudng chidn luoc con don gian, clni ydu tap trung vao vide phan tich cac didm manh, didm ydu cua doanh nghidp dd dd ra cac chidn luoc kinh doanh

Vao nlurng nam 1960, mOt sd" ky thuat phan tich chidn liroc duoc dd xudt trdn co sd van dung cac md hinli toan hoc vao quan ly

Co the’ d^n mOt sO’ mo hinh phAn tich nhu : Mo hinh BCG ( Boston Consulting Group ) , mO hinh A.O Little, md hinh Mc.Kinsey, vv Tie’p deh nhung nam 1970, cung vdi sir len ngdi cua NliAt ban, tir tirong chie’n liroc noi bat

la van de chat lirong, cong nghe, san xuAt vdi mo hinh dung thdi diem J AT ( KliOng dir trtt, khOng phe pham, kliOng chain tie )

Den nhung nam 1980, van de phAn tich mOi trudng duoc hoan chinh them vdi phuong pliap xac dinh vi tri canh tranli chie’n luoc cua Porter

Nhtrng-nam tiep sau do, tu tudng cliien luoc tiep tuc duoc nAng cao, yen to thdi gian duoc coi trong, van de di6u chinh cliien liroc gan lien vdi su nang dong sang tao, linli boat trong qua trinh thuc hien chien luoc duoc nghien ciru b6 sung

Cho den nay, tuy van con nhung quan niem kliac nhau nhung van de cliien luoc cua doanh ngliiep thuc sir da tro thanli mOt he thong ly thuye’t ve quan ly doanh ngliiep Do vAy, tir nhung nam 1970 tro lai day, My va Tay Au dOu quan tarn den van de " cliien luoc pliat trie’n""Quan ly chie'n luoc " cua doanh ngliiep

Theo tuAn bao " Bussiness Week " : " Quan ly chien luoc da tro thanli trong tarn va su dot pha chinh yOu trong cong tac quan ly cua cac cong ty Hoa ky " " Phan Idn cac hang , ke’ ca cac cOng ty khong 16 nhu General Electric, IBM, Sell Oil hien cung dang van dung mOt hinh (hire quan ly cliien luoc nao do

Theo tie’ll sy Pho Ba Long , ngudi bien soan cuOn " Doanh ngliiep nho va quan ly theo "Chuong trinh huAn luyen cac nha kinh doanh nho " ( Small Business and Management ) cua trudng Dai hoc tong hop George Town - My , ngay ca vdi cac doanh ngliiep nho , trudc tien cung can pliai xac dinli muc tieu nliiem vu , soan thao duoc chien luoc kinh doanh va sau do mdi la cac ke lioacli hanh dOng

Tit thitc tidn va nhitng kinh nghiem licit sit neu ti en, co the ndi : ngay nay, xay ditng vd thitc hanh chien luoc kinh doanh thuc sit dd trd thanli mot nhiem vu hang dau , mot noi dung quan trong trong quan ly doanh ngliiep , dd vd dang dito'c dp dung rong rdi d hau het cac nude cd nen kinh te thi truo'ng pliat trien

1.2- Mdt sO’ each tiep can pham tru chie’n luoc

1.2.1- Chie’n luoc pliat trien va cliien luoc kinh doanh

Mac du da trai qua gAn mOt nua the ky nghien ciru ap dung nhung den nay vAn ton tai nhung quan niem khac nhau ve chie’n luoc cua doanh ngliiep

MOt s6 nha kinh te’ dong nha’t chie’n luoc vdi chie’n luoc pliat trien cua doanh nghiOp Tieu bidh cho quan niem nay la cac nha kinh te ciia BCG, theo do

chidn lucre phat tridn la chidn ltrcrc chung cua doanh nghiep bao gdm cac bd phAn chidn luqc" thd eflip " la chidn luqc marketing, chidn luqc con nguoi va chidi luoc tai chinh

Vua chidn luqc NhAt ban Kenichi Ohmae, giam ddc cOng ty tir vAii n6i tidnp

Me Kinsey lai khong sir dung thuat ngu chidn liroc phat trid’n ma dong nhAt chidn luoc" vdi" chidn luoc kinh doanh va cho lAng, chidn luoc kinh doanh cii; doanh nghiep bao gom ca vAn dd chidn luoc tai chinh , chidn luoc con ngirdi

Mdi doanh nghidp do vAy khong nhung phai gan lidn phat tridn san xuAi kinh doanh vdi phat tridn xa hoi, con ngirdi trong pham vi quan ly ciia minh ma con tim thAy lqi ich, dOng lire cho sir phat tridn on dinh bdn vung cua minh tir cac vAh dd xa hdi, con nguoi

Vi vay cd the coi chien luge - hay chien luge phat trien ciia doanh nghiep

la chien luge tong the, hudng toi su phat trien todn dieu ciia doanh nghiep, trong

do co chien luge kinh doanh la bo phgn clui veil lam cU sd cho cac bo plign chien luge phat trien cac nguon luc vat chat va con ngudi dong thdi cd quan he tuo'ng tdc huu cot vdi cac bo phgn dd

Duong nhidn, chidn luqc kinh doanh cung vAn bao gom cac vAn dd vAt chAt

va con ngirdi nhung chung chi dirqc dd cAp nhu la nhung giai phap chinh sach de thuc hidn chidn luqc kinh doanh

1.2.2- Chidn luqc kinh doanh ciia doanh nghidp

Hidn thdi, chua co mdt khai nidm chuAn cho thuAt ngu CLKD

Cac nha kinh td vAn md ta thuAt ngu nay theo nhung khia canh khac nhauAlain thretart trong cudn Chidn luqc ciia cong ty" cho rang : Chidn luqc langhd thuAt ma doanh nghidp dung dd chdng lai canh tranh va gianh thang lqi

Porter cho rang Chidn luqc la nghd thuAt tao lap cac lqi thd canh tranh ",Ciing hirdng tidp cAn , K.Ohmae cho rang : " Muc dich ciia CLKD la mang lai nlnrng didu kidn thuAn lqi nhAt cho mdt pliia, danh gia chinh xac thdi didm I An cong hay rut lui, xac dinh dung dAn ranli gidi ciia su thoa hidp "

Ong con nhAn manh " Khong co doi thu canh tranh thi khong cAn co chidn luqc muc dich duy nhAt cua chidn luqc la dam bao gianh thang lqi bdn vung den vdi doi thu canh tranh"

Nhu vQy, quan nidm chung cua cac tac gia nay la d chd coi CLKD la nghc thuat dd? gianh thang loi trong canh tranh

Theo mdt liudng tid'p cAn khac , General Arlleret cho rang: "Chidn liroc la vide xac dinh nhtrng con duong va nhtrng phuong tidn dd' dat tdi cac muc tieu xac dinh thong qua cac chinh sach "

F.J.Gonilart quan nidm " Chidn lucre la toan bo cac quydt dinh nhfim vao vide cliid'm duoc cac vi tri quan trong, "

MOt so quan nidm khac nghidng vd mo ta CLKD gan vdi pliam tru quan ly thi cho rang "Chidn luoc la nghd thuat phdi hop cac hanh ddng va didu kliid'n chung nliam dat tdi muc tidu dai han "

Alain Carles Matinet, tac gia cudn " Chidn luoc ", ngudi duoc nhan giai thuong ldn cua Hawald Expansion nam 1983 cho rang " Chidn liroc ciia doanh nghidp nhAm phac hoa nhtrng quy dao tid'n tridn du vung chdc va lau dai, chung quanli quy dao do co thd' sap dat nhirng quydt dinh va hanh ddng chinh xac cua doanh nghidp "

Nhom tac gia Garry D Smith, Danny R.Arnold, Bophy D.Bizrell trong cudn : " Chidn luoc va sach luoc kinh doanh " quan nidm: " Chidn luoc duoc dinh ra nhu la kd hoach tdng quat dan dat hoac litrdng cong ty di dd'n muc tidu mong muon Kd' hoach tac nghidp nay tao co sd cho cac chinh sach (dinh hudng cho vide thong qua cac quydt dinh ) va cac thu pliap tac nghidp ",

Nliin chung , cac quan nidm nay ddu coi CLKD la mot qua trinli quan ly cac va'n dd chidn lucre trong kinh doanh, la mdt tap hop cac kd' hoach chicn lucre lam ndn tang, hudng dan cac boat dong cua doanh nghidp dd' dat duoc cac muc tidu

da xac dinh

- Jolil Humblo cho rang :" Chidn luoc cua doanh nghidp la lid thong cac dtrdng ldi, cac bidn phap clui ydu nham dat cac muc tidu da xac dinh cua doanh nghidp "

Tong hop nlulng quan nieni tren, cd the coi " CLKD la nghe thuat td elide, phdi hop toi u'u cac nguon life, de xudt va thuc hien cac quyet dinh pliu hop vdi

xu the hien ddng cua nidi trdong de gianh thang loi trong canh tranh nlidni dat tdi cac mac tieu dai han trong kinh doanh ".

1.2.3-Dac trung, y nglua cua chidn luoc kinh doanh

Tir quan nidm trdn co thd’ tha'y rd nhung clac trung co ban cua CLKD la :

- CLKD phai xac dinh ro nhung muc tieu cd ban cdn phai dat tori trong tirng thdi ky va phai quan triet 0 moi mat , moi cAp trong hoat ddng san xuAt kinh doanh cua doanh nghiep

- CLKD phai dam bao huy ddng td'i da va ke't hup td'i uu viec khai thac, sir dung cac ngudn luc (con ngudi cung cac tai san huu hinh va vd hinh ) hien tai va tuong lai , phat buy nhung lqi the', nam bat co hdi de’ gianli uu the trong canh tranli

- CLKD cua doanh nghiep duoc phan anh trong ca mdt qua trinh lien luc tir xAy dung de'n thuc hien , danh gia , kid’m tra dieu chinh chien luoc

- CLKD duqc xAy dung , thuc hien cho mdt thdi gian tuong ddi dai (thudng

la 3 nam , 5nam , 10 nam )

Vdi nhung dac trung do , co the’ noi rang trong co che thi trudng , viec xAy dung , thuc hien cliien luoc kinh doanh co y ngliTa dac biet quan trong ddi vdi sir ton tai va phat trie’n cua doanh ngliiep bdi vi :

- Nd giup cho doanh nghiep nhAn ro muc dicli, hudng di ctia minli lam co so cho viec xac dinli xem doanh ngliiep phai san xuA't kinh doanh theo hudng nao

va khi nao thi dat tdi nhftng muc tieu nliA't dinh

- Sir bie'n ddng cua thi trudng luon tao ra cac co hoi va nguy co , xAy dung thuc hien cliien luoc giup doanh nghiep nAm bat, tAn dung duqc co hdi vuqt qua nguy co , cam bAy cua thi trudng

- XAy dung thuc hien chien luoc tao cac can cd vung chAc cho doanh ngliiep

de ra cac quyd't dinh phu hop vdi dien bie'n cua thi trudng

- XAy dung thuc hien chie'n luoc gop pliAn quye't dinh nAng cao hieu qua su dung cac ngudn luc , tang cudng vi the' canh tranli dam bao cho su pliat trien ben vung cua doanh ngliiep

1.3- PliAn biet CLKD vdi met sd thuAt ngu quan ly kliac

ThuAt ngd CLKD ra ddi da lam phong phu them ly luAn vd quan ly va ke hoach hoa cua doanh nghiep

Mac du con nhung each hie’u khong dong nliA't nhung pliAn Ion cac nha kinh

te 6 cac nude pliat trie’n ddu cho rang: chie'n luoc kinh doanh , ke' hoach kinh doanh , phuong an kinh doanh cung thuOc vd pham tru ke hoach hoa cua doanh ngliiep

Theo ho ke' hoach hoa la mdt trong cac phuong there huy ddng cac ngudn luc de’ thuc hien cd ke't qua cac muc tieu cua quan 1£ vdi cac ndi dung sau :

Xct theo trinh tir thi chidn luqc dirqc hinh thanh trdn cor so phAn tich chAn doan mdi trudng ddn luqt no chidn liroc lai lam eel sei cho cac "kd hoach , chuong trinh " trien khai thuc hidn chidn luqc

Vd mat cong dung ca chidn lucre , kd' hoach va chuong trinh cung ddu la bd phAn cAu thanh cac cong cu quan ly co kd hoach nhung pham vi tinh cliAt ciia cac ndi dung trong cac van ban nay va hinh tlnrc , kdt cAu ciia chung co khac nhau

Xet vd mat thdi gian, chidn luqc thirdng la dai ( 3 nam, 5 nam, 10 nam) con

kd hoach thi thirdng cho hang nam va ngAn hon ( kd hoach tac nghidp)

(1 dAy cung cAn phAn bidt gitra chidn luqc vdi kd hoach dai han ( 5 nam ,

10 nam) Theo cac tac gia "Chidn luqc va sach luqc kinh doanh "su khac nhau gitra chung la d phuong phap xAy dung Trong khi cac kd hoach dai han dua clui yen trdn co sd phAn tich cac nguon lire " co dir doan tirong lai" dd’ dd ra cac giai phap sir dung cac nguon luc do dat tdi cac muc tidu xac dinh theo each :

DN co nang luc va trinh do san xuAt san phAm A, vAy hay lAp cac kd hoach dd7 san xuAt , phat tridn nd - thi chidn liroc , nguqc lai trudc lie't chu trong deii vide xac dinh muc tidu mong muon sail do mdi tidii hanh sir ly cac ngudn lire cAn thidt dd dat cac muc tidu dd theo each : Ndii muc tidu mong muon cd thd7 dat duoc bAng each san xuA't san phAm A thi hay tidii hanli san xuAt nd ndii khong thd dat dirqc bling each sAn xuAi san pliAm A thi hay tim con dirdng khac de dat dirqc muc tidu da dinh

C’hicii luqc va Kd hoach cung cd sir khac nhau vd muc dich sir dung , theo Kenechi Ohmae : " chidn hrqc kinh doanh quan tArn tdi didu gi nhAt cai gi phAnbidt nd vdi cac loai kd hoach kinh doanh khac ? CAu fra Idi la: lqi thd canh

CAn phai noi them vd quan he giua chidn luoc va dir an, chuong trinh kinl doanh Theo Tien si Pho Ba Long , trinh tu thirc hien cac elide nang quan ly cii; dir an nhir sau :

Bird'c /.Xay dung CL ( xac dinh muc tieu nliidm vu, de ra cac chuc nan;

kinh doanh)

Btftfc 2 Xay dung KH hanh ddng (soan thao kd hoach kinh doanh va cac thu

tuc didu hanh )

Btf&c 3 Xay dung cac du an kinh doanh ( DAKD)

Theo quan niem nay " du an" hay phuong an kinh doanh la budc tidp sau nhfim thuc hien cac ke hoach kinh doanh Nhung vd hinh thirc, kd' hoach kinl doanh khac vdi DA kinh doanh

Ke hoach la su can d6i cac chi' tieu hien vat, gia tri cua hoat dong san xufi’ kinh doanh theo dd dai thdi gian (dai hoac ngan han), cdn chuong trinh (phuong

an, du an) thirdng duoc de cap theo mdi giai doan, mdi ydii td vdi moi dieu kien lien quan ddn mOt du dinh, khdng hoac it bi chia cat v£ mat thdi gian, vi du: Chuong trinh ddu tu phat tridn phan edng cong nghe" chuong trinh cai tied, thici

ke san pha'm mdi v v

Cling cd quan did’m cho rang dieu dd chi dung vdi cac doanh nghidp mdi tlianh lap ; (3 cac doanh nghidp dang boat dong thi nguoc lai , kd hoach kinh doanh duoc xay dung dd’ thuc liidn cac phuong an kinh doanh

1 trang sau :

2 Ndi dung chu yeu ciia CLKD

2.1 - Cac quan niem vd ndi dung CLKD

Clio den nay, cdn co nliidu y kiCn khac nhau vd CLKD

Tr&n thuc te , khong the’ co hai he thong CL va Quan ly chien luoc (QLCL) hoan toan giong nhau vi didu kidn kinh doanh o nidi cong ty, trong mdi nganh kinh te ky thuAt hoac linh vuc san xuAt kinh doanh 6 mdi nude, mdi thdi die’m ddu khac nhau

Do vAy , vd mat ndi dung , CLKD cung cd nliidu each liid’u kliac nhau

Cac nha quan ly Pliap , can cd vao ndi dung quan ly san xuAt kinh doanh cho rAng CLKD gom cac bd pliAn :

- Chien luoc thuong mai

Bao gom nhung dinh hudng , thu pliap dam bao cac ydu td dAu vao, to cliirc tiep thi , pliAn plidi va tieu thu san pliAm

- Chie'n luoc cOng nghe va ky thuAt

Bao gdm nhung dinh litrong nghien cuu pliat trien cac pliAn cung , pliAn niem cOng nghe san xuAt san pliAm

- Chien luoc tai chinh

Bao gdm cac dinh hudng vd qui md , ngudn hinh thanli vd'n dAu tu va su dung cd liieu qua cho cac chuong trinh , du an kinh doanh

- Chien luoc con ngudi

Bao gdm cac phuong thuc huy ddng tinh nang ddng , tich cue cua con ngudi vdi tu each la chu the’ cua qua trinh san xuAt , tao nen su tlid'ng nliAt vd y chi , hanh ddng cua tAp the’ nguoi lao ddng trong doanh nghiep

Cac chuydn gia kinh t£ BCG can cd vao lid thong quan ly cua cong ty lai coi CLKD ciia cong ty bao gom :

- Chidn Itrcrc pliat tridn toan didn doanh nghidp

La nhung dinh hudng ldn vd elide nang , nhidm vu , nhung chinh sach , giai phap clui ydu nham thuc hidn nhung muc tidu chidn luoc ciia toan doanh nghiep ( Tflp doan , Cong ty )

- Chidn lucre phat tridn cac bd phAn kinh doanh

Bao gom cac phuong phap , thu doan muc tidu cu thd' cua cac thanh vidn cac bd phAn san xuAt kinh doanh true tlmoc cua doanh nghidp trong canh tranh trdn khu vuc thi trudng,san pliAm duoc giao

- Cac chidn luoc elide nang

La phuong thuc lianli dong ciia cac bo phAn elide nang thuOc bo may quan

ly cua doanh nghidp dd thuc hidn va lid trcr chidn liroc ciia loan doanh nghidp trong pham vi nhidm vu duoc giao

Trong cac chidn luoc elide nang lai chia ra :

+ Chidn luoc tai chinh + Chidn luoc vAt tu

+ Chidn luoc td elide san xuAt

Bao gom nhung dinh hudng ve thiet ke', to elide co cAu chung , co cAii san xuAt , co cAu quan ly phu hop vdi ydu cAu trid’n khai thuc hidn CLKD

+ Chidn luoc thong tin

La nhung dinh hudng , phuong thuc to elide thu tliAp , Iiru tru, su ly thong tin pliuc vu cho ca qua trinh chidn lucre kinh doanh

+ Chidn luoc lao dOng

Bao gom nhung dinh hudng vd quy mo, co cAii lao dOng ca vd mat so luong , cliAt luong va phuong thde quan ly , sir dung cd hidu qua , tid't kidm sdc lao dong

Cd quan nidm can cd vao qua trinh quail ly cho rdtig CLKD gom:

+ Chidn luoc dinh hudng

Bao gom nhung dinh hudng Idn vd elide nang nhidm vu muc tidu chidn luoc trdn co sd phan doan moi trudng va hoan canh noi bo lam co sd cho vide xac dinh chidn luoc liauh ddng Cd thd’ coi chidn luoc dinh hudng nhu la phuong an chidn luoc co ban cua doanh nghidp

+ CliiCn lucre hanh ddng

Bao gom cac phuong an hanh ddng trong nhung tinh hudng khac nhan va nhung du kidn didu chinh chidn luoc trong qua trinh tridn khai chidn luoc theo nhung tinh hudng bidn dOng ciia moi trudng kinh doanh

+ Chidn luoc tliay thd

La chidn luoc du phong san sang thay thd chidn luoc co ban khi moi trudng kinh doanh co nhung bidn ddng Ion theo chidu hudng khac han so vdi nhung phan doan moi trudng trong chidn luoc co ban , co tac ddng ddn su ton tai , phat tridn cua doanh nghidp

Tong hop nhung quan nidm trdn , chung tdi cho rfmg :

CLKD ciia doanh nghiep Id chien litqc td’ng quat cua doanh nghiep trong link vuc kinh doanh ; Nd de cap nhung van de kinh doanh quan trong nhat co y nghia Idu dai , quyet dinh su song con cua doanh nghiep Chien luoc kinh doanh bao gom chien luoc chung va cac chien luo'c bo phan lien ket huu co vdi nhan tao tlianh chien luo'c kinh doanh hoan chinh bao triim chi dao moi boat dong cua doanh nghiep

Cac chidn luoc bd phan chu ydu

nhung chirc nang co ban nhu :

- Chidn luoc thi trudng

- Chidn luoc tai chinh

- Chidn luoc vd lao ddng

thudng duoc dd cap ddn nhung giai doan ,

- Chidn luoc san plidm

- Chidn luoc edng nghe

- Chidn luoc to elide san xudt Tuy nhidn, vide xac dinh cac chidn luoc bd phan doi vdi mdt doanh nghidp

la do tinh buc sue va tarn quan trong cua vdn dd duoc dat ra , 6 doanh nghidp nay van dd tai chinh, edng nghe duoc xac dinh la co tarn chidn luoc thi 6 mdt doanh nghidp khac no chi duoc coi la nhung giai pliap chinh sach lid trq

Co thd mo ta nhu so do 2 trang sau :

2.2 - Cac md hinh chidn luoc kinh doanh :

Du co nhung quan nidm khac nhan, nhung cac nha kinh id ddu cho rang muc dich cao nhat ( ndii khdng phai la duy nhat ) ciia vice lap CLKD la bao dam cho doanh nghidp gianh duoc lqi thd bdn vung ddi vdi cac ddi tlui canh tranh lam tang sire manh cua doanh nghidp so vdi cac doi tlui cua ho theo each cd liieu qua nhat

Giai pliap chinh sach

Mol CLKD lot dupe lftp ra la mdt chien liroc ma nho do doanh ngliiep co the chie'm them mdt mang thi tnrdng dang ke’ vdi cai gia co the’ cliAp nhAn dirpc VAn de dat ra la bang nhung con dudng nao, each th ire nao de’ gianh dirpc iru the trong canh tranli

K.Ohmae cho rang co 4 con dudng chu ye'u de? gianh Ipi the canh tranli va tuong irng vdi nd cd 4 mo hinh cliien liroc co ban la :

2.2.1- Cliien luoc tAp trung vao cac nhAn td then chdt de’ gianli thiing lpi :Theo mo hinh chien luoc nay, doanh ngliiep phai tim ra ITnli vuc , nhAn td then chdt cd tAm quan trong quydt dinh den boat ddng kinh doanh cua doanh ngliiep de tAp trung cac ngudn luc gianli Ipi the chien luoc lion han cac ddi tliii cua minli

Bang each dd, nipt doanh nghiep du cd (dug cac ngudn luc it lion cac doi thu vAn co the’ tao ra uu the tuypt ddi ve tirong quan luc lupng virpt trpi liAn ddi thu cua lip trong mdt ITnli vuc, mot nhAn td ma 6 dd doanh nghiep tim tliAy co hoi va kha nang chien thang trong canh tranli

Md hinh chien luoc nay the hien rA't dAm net tu tuong chien luoc tAp trung luc lupng tao ra uu the tuyet ddi so vdi ddi phuong trdn mot hudng chie'n dicli , mot trAn danli then chdt ma cac nha chie'n luoc quAn sir tlurdng sir dung

2.2.2- Chie'n liroc pliat huy uu the' tuong ddi :

Thuc chat cua mo hinh chidn liroc nay la phan tich, so sanh san pham hay dich vu cua doanh nghiep minh vdi san pham hay dich vu cua cac ddi thu canh tranh , tim ra sir khac biet, didm manh cua minh dd lam chd dua cho CLKD

Uu thd tirong ddi do co thd bidu hidn 6 cac mat nhtr : Chat luong, gia ban,

ky thuat cong nghe, he thdng tieu thu,

Tir tirong chii dao ciia chien luoc nay la tranh ddi dau trong canh tranh ddi vdi cac san pham, dich vu ma doi tlni canh tranh manh hon dd tap trung vao cac san pham, dich vu, ma doanh nghiep co uu the' tuong ddi so vdi ho

() day cd thd thay ro da'u a'n cua chidn lupc tranh cho manh , daub chd ydu trong tu tuong chidn lupc quan su phuong Dong

2.2.3- Mo hinh chien lupc sang tao tidn cong :

Tu tirong chii dao ciia mo hinh nay la : hay nglii ngd su hien hCru ciia cac qui tSc , luat le va tat ca nhung gi dang co trong nganh va tren thi trudng, dd phat hien nhung " di ban " ciia cluing va tim each bidn nhung di ban dd thanh nhirng quy tac , luat le mdi co sue hap dan rieng biCt

Mb hinh nay doi hoi phai co sir quan sat nliay ben , chap nhau nhung thacli tilde mdi khi lam dao 10n hien trang va luat choi hien hanh nhirng cting cd thd dua lai nhung thanh cong bat ngd

2.2.4 - Mo hinh chidn lupc khai tliac cac mire dd tu do

Mo hinh chidn lupc nay dua vao vide tim ra cac kha nang dd co dupe nhirng hanh dpng chidn lupc 6 cac khu vuc lan can bao quanh nhau to then chdt da xac dinh

Tu tirong chii dao 6 day la phat hidn , lua chon cac true cliira dung nhung vah de then chdt co mere dp tu do khac nhau va xoay quanh do dd cai bidn pliat tridn cac san pha’m dich vu, tao ra uu the' canh tranh

Bang each van dung nhung mo hinh chien lup'c tren , cac doanh nghiep cd the hudng tdi vi tri canh tranh ma d dd doanh nghiep co dupe Ipi the tuo'ng ddi

ma cac ddi thu khac khong theo duoc dong thdi nd cung tao ra klid nang duy tri

md rang nhung uu the do

Didu nay ft nhat cung da dupe kidm chung qua kinh nghiem cua Nhat Ban khi Kenichi Ohmae cho rang :

Nhirng thanh liru ciia cac nha cong nghiep Nhat Ban trong kinh doanh cong nghidp tir nhung nam 1980 ddn nay co dupe la nho ap dung cac hinh thirc chidn lupc nay

1 /

II - Qua trinh hoach dinh CLKD ciia doanh nghiep

/- Qua trinh chien liMc cua doanh nghiep

1.1- Qua trinh chidn luoc cua doanh nghidp

Vi6c x&y dung thuc hidn CLKD khong phai la vide xay dung thuc hidn cac quydt dinh don le hoac co tinh chat thdi didm ma la mOt qua trinh hoan chinh ddng bO Qua trinh chidn luoc

1.2- Quan ly chidn luoc (QLCL)

1.2.1- Quan nidm vd QLCL

Qua trinh chidn luoc cua doanh nghidp lam phat sinh nOi dung quan ly ciia doanh nghidp ddi vdi van dd nay va duoc goi la Quan ly chien luoc

Hidn nay edn co nliidu quan nidm ' hac nhau vd thuat ngu nay co thd didm

ra cac quan nidm cliti ydu sau day :

Theo nhom tac gia "Chidn luoc va sach luoc kinh doanh

QLCL la qua trinh quan ly vide theo duoi chuc nang nhidm vu cua doanh nghidp trong khi quan ly mdi quan hd cua to chuc do vdi moi trudng cua no Dic’m xudt phat cua quan nidm nay la d chd coi mdi doanh nghidp ddu duoc thidt kd td elide dd san xudt kinh doanh theo mdt nganh nghd, linh vuc san phaiii nhat dinh Theo dd, QLCL la qua trinh van hanh dd dam bao duy tri, pluit tridn md long san xudt kinh doanh theo linh vuc, nganh nghd, san phAm da xac dinh trong nhung didu kidn moi trudng kinh doanh khong ngung bidn doi Cung

cd tac gia nhan manh y nglda, tarn quan trong cua QLCL ddi vdi sir ton lai, phat tridn ciia doanh nghidp lai coi : QLCL la tap hop cac quydt dinh va hanh dong quan ly quydt dinh sir tlianh cong lau dai cua doanh nghidp

Mdt quan nidm khac nua tidp can trdn quan didm quan ly kdt hop vdi mo ta qua trinh hudng tdi muc tidu ciia doanh nghidp xem QLCL nhu la " tap hop cac quydt dinh va bidn phap hanh dong dan ddn vide hoach dinh va thuc liidn cac chidn luoc nliAm dat tdi, muc tidu ciia doanh nghidp "

Tu nhung quan nidm trdn, cd thd rut ra nhan xel :

Quan ly chien liMc la qua trinh nghien cu'u mdi trudng hien tai cung nlnt trong tu'ong lai de xac dinli cac muc tieu cua doanh nghiep, de ra vd thuc hien cac quyet dinh nliam dat tdi cac muc tieu dd trong tu'ong lai.

1.2.2- Qua trinh Quan ly chidn luoc ciia doanh nghidp

XAy dung thuc hien chie'n luoc la qua trinh lien luc bao gom nliidu giai doan Cac nha kinh te', tiiy theo each tiep eftn cung neu ra nhung quan niem kliac nhau

vd va'n de nay

Nhom tac gia "Chie'n luoc va sach luoc kinh doanh " can cir vao trinh tu cac budc cOng viec xay dung va thuc hanh chie'n luoc kinh doanh da de xua't qua trinh nay theo 5 budc nhu so do sau :

Bude 1 : Phan tich mdi trudng

Bude 2 : Xac dinh chi'rc nang nliiem vu muc lieu

Bude 3 : Phan tich va lira chon cac phuong an chie'n liroc

Bude 4 : Td cliuc thuc hien chie'n luoc

Bude 5 : Danli gia va kie’m tra thuc hien

Mot quan didm kliac can cd vao ndi dung cac giai doan xay dung thuc hanh chie'n luoc lai phan chia QTCL gdm 4 giai doan nhu so dd 4 trang sau :

Giai doanl : Phan doan chie'n luoc gom :

- Phan tich mdi trudng ( Xac dinh co hdi, nguy co )

- Phan tich ndi bd ( Xac dinh die’m manh, didm yen )

Giai doan 2 : Hoach dinh phuong an chien luoc gom :

- Xac dinh cac muc tieu chien luoc

- XAy dung cac phuong an chien luoc

- Lua chon phuong an chien luoc tOi uu

Giai doan 3 : To chirc thuc hien chien luoc

Giai doan 4 : Kie’m Ira, danli gia va didu chinh chien luoc Tong hop nhung quan die’rn tr6n, chung toi cho rang :

Co the vd can phai phan chia QTC.L mot each khai qudt hon tren co' so' quy trinh quan ly noi chung tuong u'ng vdi cac giai doan : Chudn bi va ra quyet dinh,

to chuc chi dao thuc hien quyet dinh, kiein tra dieu chinh

Theo do, qua trinh QLCL gom cac giai doan :

- Hoach dinh ( xAy dung ) CLKD

- TO chuc thuc hidn CLKD

- Kidm tra va didu chinh CLKD

Co thd’ mO ta qua trinh theo so dd gdm 3 giai doan :

2 Hoach dinh chien lup'c kinh doanh ciia doanh nghiep

2.1- Nhirng ydu cAu hoach dinh CLKD

Dd co CLKD dat hidu qua mong muon phai thoa man cac ydu eftu sau:

- CLKD phai nhfim muc dich tang thd luc cua doanh nghidp va gianh dupe Ipi thd canh tranh so vdi cac doi thu trdn thi trudng

Mudn vfty , phai triCt dd' khai thac lpi the' so sanh ciia DN minh, tap trung khuydeh truong thd manh hon la ddu tu cho vide khac pliuc cac didm ydu

- CLKD phai dam bao su an loan kinh doanh cho doanh nghidp tranh dupe nhung hid’m hoa, rui ro cua thi trudng Mudn vay cAn phai xac dinh midn an toan khi ddi dau vdi nguy co va dac bidt can dd phdng khuynh hudng " dupe an ca, nga vd khong " trong kinh doanh

- Phai xac dinh pham vi kinh doanh, muc tidu va nhirng didu kidn dd thirc hi£n muc tieu

- Phai dir doan dupe mdi trirdng kinh doanh trong tirong lai

- Phai co chiGn luoc dir phong de’ ung pho tinh hudng gap rui ro

- Phai kdt hop giira dd tin cAy cua chidn liroc vdi thdi co Mdt chidn luoc co

do tin cAy cao ma khdng kip thdi co hoac co thdi co ma chidn luoc khdng co dd tin cAy cao ddu dAn ddn thAt bai cua doanh nghidp

2.2- Nhung can cur xAy dung CLKD

Muc dich cao nhAt cua cac doanh nghidp la tim kidim loi nhuAn thong qua vide cung cAp hang boa , dich vu cho khach hang

Trong mdi trudng canh tranh , tirng doanh nghidp chi thuc liidn dupe mong mudn dd khi ho khai tliac sir dung tdt nhAt moi nguon luc ndi bo dd san xudt va tidu thu dupe nliidu hang hoa - nglua 1A cd nliidu khach hang va mudn vAy , hang lioa , dich vu ma ho cung cdp phai re hon , tdt lion , dep lion , phu hop vdi nhu cAu cua khach hang hon so vdi hang hoa , dich vu cung loai cua cac doanh nghidp khac

Chidn luoc kinh doanh cua doanh nghidp - trdn y nglua la mdt each thirc , mdt cong cu thuc liidn muc dich kinh doanh nghidp do vAy phai can cu vao cac lire lupng tliam gia vao qua trinh nay bao gom :

- Nhung ngudi su dung hang hoa dich vu cua doanh nghidp ( khach hang )

- Ngudi ban hang ( doanh nghidp )

- Nhung ngudi ban hang khac ( ddi tlui canh tranh )

Cac nha kinh td' coi cac luc lupng nay nhu la "Bd ba chidn luoc " hay "Tam giac chidn luoc " ma cac doanh nghidp phai dua vao do dd xAy dung chidn luoc kinh doanh cua minh

2.2.1- Luc lupng dAu tidn phai kd ddn la khach hang

nhu mdt cai tui "can khon " chua dung trong no vd sd' nhirng nhu diu , dong co , muc dich cu thd khac nliau cua nhung nhom ngirdi khac nhau

Vd sd' nhung khach hang nhu vAy hinh thanh ndn vd so nlurng mang , doan thi trudng ca biet vd mdt loai san phAm dich vu nao do ma tirng doanh nghidp khdng bao gid cd thd bao quat ditqc loan bp

Chie'n liroc kinh doanh cua doanh nghiep phai can cir vao khach hang co ngliTa la no phai tim ra trong tap hop cac khach hang mdt hoac mdt s6 nhom , Idp khach hang hinh thanh ndn mdt thi trudng co dung luong du ldn cho viec tap trung moi nd lire cua doanh nghiep vao vide dap ung nhu efiu cua ho

De lam diroc didu do , doanh nghidp phai phan chia tap hop khach hang - thi trudng noi chung thanh nhung nhom , matig theo each there nhu sau :

- Phan chia theo muc tidu hay muc dich sir dung cua khach hang la each phan loai tap hop khach hang cung sir dung mot san pham dicli vu theo cac nhom kliac nhau vd sir "cam nhan gia tri " cua hang hoa dich vu trdn y nghTa la ddng co thuc dhy ho di dd'n quydt dinh mua san pham cua doanh nghidp Sir kliac nhau vd dong co tidu dung san pham lai phu thuOc vao nliidu ydii to nhu : trinh dd van hoa , dia vi xa hdi , kha nang tai chinh , tudi tac , dan toe , ton giao , dia plurong , tarn ly ca nhan va su tac dong cua nhung khuyunh lurdng tarn ly xa hoi khac nhau

Bang vide phan chia theo muc dich su dung , doanh ngliiep co the’ xac dinh cho minh nhom khach hang chien luoc Nhom khach hang nay phai co kicli

doanh nhung cung khong qua ldn vuot ra ngoai kha nang kie’m soat ciia doanh nghidp

_ Phan chia theo kha nang dap irng cho khach hang la each phan chia nhom khach hang chid'n luoc thanli nhung phan nhom khach hang kliac nhau vd mire

do phu hop gitra muc dich tidu dung cua ho vdi cac kha nang dap ung cua doanh

ngliiep de lua chon ra nhom khach hang phu hop vdi kha nang v$ ngudn lire cua

doanh nghidp Bang each phan chia nay , doanh nghidp se xac dinh duoc phan nhom khach hang chinh ma minh co nliidm vu phai cliidm ITnli va cac nhom khach hang phu phai xam nlifip khi cd thdi co

Trong thuc td' , doanh nghidp phai sir dung ke't hop ca hai each phan chia naytheo kid’u khung ma Iran dd’ xac dinh cac mang , klio'i thi trudng can cliidm ITnli theo so do sau :

So dd 6 :

P chia theo k nang dap irng cua DN

Phan chia theo muc dich su dung

N A

N B

N C

CAn phai luu y rfing, nhirng bidn dong trong co cAii khach hang va sir canh tranh cua cac ddi tliii lam cho vide xac dinh lira chon cac nhom khach hang chien liroc va khong chidn liroc , chinh va phu co thd thay doi ; Khi do doanh nghiep phai xac dinh lai cho phu hop vdi thirc td thi trudng

2.2.2- Lire luong thd hai cAn phai (inh ddn la thirc lire ciia doanh nghiep Vide xac dinh cac nhom khach hang ma doanh nghidp chon lam ddi tirong pluic vu du quan trong ddii dAu cung clnra phai la didu kidn dii dd doanh nghiep kinh doanh co hien qua

Chidn liroc kinh doanh ciia doanh nghiep con cAn phai can cu vao thirc lire ciia doanh nghidp nliani khai Iliac tdi da cac nguon lire noi bo va sir dung nd vao nhung 17nh virc , cliirc nang cd lAm quan trong quydt dinh ddi vdi str thanh cong ciia doanh nghidp trong vide kinh doanh cac san pham , dich vu da xac dinh Cac linli virc , elide nang cAn phai xac dinh cd thd lira chon theo cac cac can cd cu thd sau :

- DAu tir vao san xuAt san pliAm , dich vu nao ?

- DAu tir vao giai doan cong nghe , kinh doanh nao ? ( san xuAt , pliAn phoi , tidu thu )

- TAp trung md rOng quy mo san xuAt hay pliAii dAu giam tliAp chi phi , hirdng giam thAp chi phi clui ydu nliam vao chi phi cd dinh hay chi phi kha bidn

?

- To elide san xuAt dong bd hay mua ban thanh pliAm vd lAp rap ?

Vide xac dinh dung cac linli vuc , elide nang clui ydu tao didu kidn dd doanh nghiep hirdng moi nd lire cii< minh vao cac khAu then chdt , tao ra uu thd trdn thi trudng da lira chon

2.2.3- Lire lirpng thd ba cAn t inh ddn khi xAy dung chidn luoc kinh doanh la cac ddi tlui canh tranh

Didu dd liidu la cac doi tlui canh tranh cung cd nhung tliam vong , nhung phuong sacli tlui doan ma doanh nghidp cd thd tru lieu Do vAy , chien lupc kinh doanh ciia doanh nghidp cAn phai hirdng vao vide tao ra sir khac biot so vdi cac ddi tlui ciia minh tren nhung linli vuc then chdt bang each so sanli cac ydu Id noi trdn ciia doanh nghiep minh vdi cac ddi tlui canh tranh

Cac sir khac bidt clui ydu efin xac dinh la nhung uu (lid ma doanh nghidp da

cd lioac cd thd tao ra bao gom ca cac uu thd him hinh do dem dupe va cac iru thd'

vd hinh khong do dd'm dupe Nhung uu thd him hinh cd thd la :

- Khoi luong , chAt luong , kidu dang san pliAm

- He thong cac co so san xuAt kinh doanh

- Hd thong trang thidt bi cong nghd

- Trinh do tay nghe cong nhan , kinh nghidm cua cac can bo lanh dao quan

- Hd thong phAn phoi , tiep thi

- Kha nang vd vOn , nhung thd manh vd gia ban , chi phi san xuAt

Nhung uu thd vo hinh co thd’ la :

- Danh tiding va su tin nhidm cua khac hang

- Cac moi quan he da tao dung duoc vdi chinh quydn cac cAp , vdi khach hang va ngudi cung cap

- Dia diem kinh doanh , vi tri san xuAt gAn nguon nguydn lidu

Vidc so sanh , phat hidn cac uu thd cua doanh nghidp so vdi cac doi thu khong thd chi dua vao su quan sat cam tinh , chu quan ma phai thong qua qua trinh phan tich ti mi , chat chc Cac nha kinh td da dua ra mot phuong phap co thd su dung cho muc dich nay la phuong phap "Phan tich co cAu "

Didm xuAt phat cua phuong phap nay coi hidn tuong , nhan to can phan tich

la nhan to goc , la didm hoi tu cac nhanh nhan to so cAp, mdi nhan to so cAp lai la didm hoi tu cua cac nhanh thu cap

Vidc so sanh bat dAu tu nhan to goc , ndn chua thay co su khac hidt so vdi doi thu thi tidp tuc so sanh tung nhan to so cap , ndu van chua tim ra su khac hidt nao thi lai tidp tuc so sanh cac nhan ld thu cAp cho den khi tim ra nhung su khac bidt mong muon

Co thd' mo phong qua trinh phan tich co cAu nhu so do 7 trang sau

Dua trdn nhung can cu trong bo ba chidn luoc noi trdn, chidn luoc kinh doanh cua doanh nghidp co thd co duoc do tin cAy cAn thidt

Nhung vi moi trudng kinh doanh khdng chi co nhung nhan to do ndn ngoai vidc can cu vao nhung nhan to chidn luoc noi tron, tuy trudng hop cu the , doanh nghidp con can xet thdm cac nhan to khac thuoc moi truong vi mo , moi trudng tac nghidp nhu : cac nhan to chinh tri , liiAt phap , cong nghd , ky thuAt trong thdi gian chien luoc ddchidn luoc kinh doanh co do tin cAy cao hon

2 3.1- Phan doan chien luoc

Theo quan didm he thong, doanh nghiep la mot phAn he kinh te md' trong he thong kinh te quoc dAn thong nhAt, md cua va hoi nhAp vdi ndn kinh te the gidi Hoat dong kinh doanh cua doanh nghiep luon chiu tac dong cua nhung nhan to thuoc moi trudng kinh te quoc te, moi trudng kinh te' trong nudc va nhumg rang budc cua ban than doanh nghiep

Do vAy, viec phan tich,phan doan moi trudng mot cach day du va chinh xac

la didu kien lien quyet bao dam cho su thanh cong cua qua'trinh chien luoc

a- Muc dich cua phan doan chien luoc

Phan doan chien luoc la giai doan md dAu, co y nghTa quyet dinh doi vdi ca qua trinh xAy dung va thuc hien chien luoc Nhin mot cach tong quat phan doan chien luoc nham phuc vu truc tiep vao viec hoach dinh chien luoc

Trong ho thdng ke' hoach hoa chien luoc, moi phan doan cua doanh nghiep ddu thong qua viec xac dinh trinh do tuong hup giua cac ydu to :

■ Kha nang va nguon luc cua doanh nghiep

- Cac xu hudng bien doi cua moi trudng,

- He thong quan niem vd gia tri va khat vong cua ngudi lanh dao doanh nghiep

Cac ket qua xac dinh vd su tuong hop giua cac yen lo tren theo nhung muc

do khac nhau, la co sd quan trong de hinh thanh cac muc lieu chien luoc cua doanh nghiep Co the mo hinh hoa quan he giua cac muc do tuong hop cua cac ydu to va do tin cAy cua cac quyet dinh chien luoc theo so do < nhu sau :

Gia tri khat vong

- " Mi6n tuong hap day dii " la " mien giao thoa "

6 do co the lira chon cac quyet dinh vdi do tin cAy cao

ciia ca ha yen to noi Iren ,

- " Mi6n tuong hop khong day dii " la mien giao thoa " giua nhirng khat vong , mong mudn ciia doanh nghiep vdi mol trong hai yen to' con lai , d dd chi

co the lira chon cac quydt dinh vdi do tin cAy thAp hon va cdn phai co nhung hien pliap dac diet ndu lira chon lam can cu xac dinh muc tieu chidn luoc

b-Thuc chat ciia phan doan chieii liroc

moi trudng kinh doanh bao gom:

- Mdi trudng vi mo ( moi trudng quo'c te va quoc gia)

- Moi trudng nganh ( moi trudng tac nghiep )

- Dieu kicn noi bd ciia doanh nghiep

Prong phan doan chieii liroc , dd hoach dinh cac muc lieu chieii luoc co do tin cay cao cac doanh nghiep phai phAn tich xu hudng hien ddng va cudng dd lac ddng ciia cac nhan to noi trCn Do vAy, vd thuc chat , phan doan chien liroc la phan tich du bao Xet vd mat thdi gian , dd dam bao do tin cAy ciia cac ket qua phan doan , phai xem xet 0 tai ca cac thdi : qua klu'r , hien tai , tuong lai ciia cac nhan td noi tren

Tuy nliien do tin cay ciia cac phan doan plni tliudc vao do tin cAy ciia nguon thong tin duoc sir dung de phan doan va tuong quan giua nhung gi da hiet , nhung gi chua hidt cAn phai ngliidn ciru tidp trong tap hop nhung thong (in ve nhung nhan td duoc xet

Quan lie giua hai klioi thong tin nay vdi do tin cay ciia cac quyet dinh cd the mo phong nhu so do 9 trang sau:

Sd do 9 :

DO tin

eftythAp

DO tin cAy cao

c- NOi dung cua phan doan chidn lupc _

Tu nhung quan nidm vd qua trinh chidn lupc cua doanh nghidp nhu trdn , co

truong va moi quan hd giua cac ydu to , thanh phtn cua no trong qua trinh vAn dOng phat tridn

Co nhidu quan nidm khac nhau vd nOi dung cd cAu moi truong kinh doanh

- Theo muc do tac dOng cua moi truong co thd chia thanh :

+ MOi truong vi mO ( gom mOi truong quoc td va quOc gia )

+ MOi truong tac nghidp ( mOi truong nganh )

+ Hoan canh nOi bO cua doanh nghidp

- Theo kha nang kidm soat mOi truong cua doanh nghidp co thd' chia thanh+ MOi truong khOng kidm soat dupc, gom :

MOi truong quoc td, qu6c gia va nganh

+ MOi truong co thd kidm soat dupc :

Hoan canh nOi bO doanh nghidp

- Can cU vao nOi dung phan tich co thd coi mOi truong gom cac ydu to :+ MOi truong qudc td

+ MOi truong kinh td quoc dan

+ MOi truong nganh

+ Hoan canh nOi bO doanh nghidp

Vidc phan tich mOi truong chinh la phan tich cac nhan td noi trdn theo nhung nOi dung cu thd sau day :

* Phan tich mOi truong qudc td :

Cac nhan to mOi truong qudc td chu ydu co thd tdng hpp trong bidu I trang sau :

Bi du sd 1 :

Nganli kinh doanh Chinh tri Kinh td' cong nglidK.thuat

- Chinh sacli du tru.san

xua't nganli hang cua

cac trung tarn san xua't

Idn trdn thd' gidi

- Sir chuyd’n pha

trong chu ky sdng cua

san pham

- Gia ca san pham

trdn cac thi trudng qudc

td va khu vuc chu ydu

- Sir chuydn hoa quan hd vdi cac qudc gia ddng minh- thu dich

-Su tham gia

va cac cam kd't qudc td vdi cac qudc gia, (6 cliirc qudc td va khu vuc

-Sir hinh thanh, phat tridn cac trung tarn kinh td' (lid'gidi va sir tham gia cua Nha nudc vao cac qua trinh lidn kd't kinh td qudc td' va khu vuc -Cac chinh sach kinh td' cua cac (rung tarn quydn luc kinh

td va td cliirc kinh td' thd gidi-khu vuc

-Sir chuydn ddi thd' lid ky thuat, cong nglid

- Cac nhAn td vd chinh tri qudc td' :

+ Str chuydn hoa cac quan lid cua quoc gia vdi cac dong minh va nhung kethu trdn hinh didn chinh tri quoc td'

+ Sir tham gia cua qudc gia vao cac to cliirc quoc td va khu vuc

+ Sir thay doi trong quan lid vdi cac qudc gia lang gidng

- Cac nhftn td vd kinh td'

+ Su hinh thanli cac trung tarn , cac to chuc kinh td khu vuc va qudc td'

+ Cac chinh sach kinh td' cua cac qudc gia va cac to cliircqudc Id' ddi vdi da'l nudc

- Cac nliAn id vd nganli kinh doanh trdn pham vi qudc td

+ Tinh hinh san xua't cung nghanli

+ Su xua't liidn cac san pham (hay thd

+ Tinh hinh du tru va phan plioi cac san pham

+ Gia ca san pham trdn cac thi trudng clni yd'u

Cac nhan id thudc mdi trudng qudc td'tac ddng ddn kinh doanh ciia doanh nghidp phan Idn la thong qua mdi trudng kinh td (long nudc nhung cung cd nhung nhan td tac ddng true tid'p ddn san xua't kinh doanh cua doanh nghidp dac biet la cac doanh nghidp cd lidn quan ddn xua't nhap kha’u

* Phan tick moi trudng kinh td’ quoc dan

- Cac nhan td vd kinh td’

Cac nhan to vd kinh td la nhirng ydu to quan trong nhat ciia mdi trudng boat ddng cua doanh nghidp gom nhung nhan td chii yeii sau:

+ Toe dd tang trudng ciia ndn kinh td’ lam pliat sinh cac nhu can mdi cho sir pliat tridn cua nganh kinh td

+ Ty Id lam pliat anh hudng ddn kha nang sinh loi va liidu qua von dtiu tu + Ty Id that nghidp chung va d tung vung tirng nganh anh hudng ddn gia ca nhan cong va ngudn lao ddng

+ Von dau tu nude ngoai tai dat nude

+ Thu nhap qudc dan , ty trong cac khu vuc, nganh thu nhap hinh quan dau ngudi theo nganh vung

+ Cac chu truong kd hoach , chuong trinh phat trid’n kinh Id toan nganh vung

- Nhan to chinh tri va luat phap

Cac nhan to’ chinh tri , luat phap tac ddng ddn mdi trudng theo cac hudng khac nhau ,chung cd thd tao ra loi th£ , co hdi ma cung cd thd’ dua lai nhung han chd’, tham chi riii ro cho doanh nghidp

Su on dinh vd chinh tri , sir nhat quan vd quan di£m chinh sacli Ion , lie thong luat phap ddng bd va hoan thidn se tao co sd thuan loi dd on dinh va phat trid’n kinh doanh nhung trong mdt sd trudng hop cac luat Id chinh sacli lai dua ra nhung rang budc mdi , vi du luat bao vd mdi trudng , luat tai nguydn klioang san , quy dinh vd quang cao , Id phi ,lu|t thud’ v.v

- Cac nhan td ky thuat - cong nghd

Day la nhom nhan td cd anh hudng ldn va true tiep ddn chidn lupc kinh doanh cua doanh nghidp Sir thay ddi cua cong nghd - ky thuat cd thd tao ra nliidu nganh , nliidu lTnh vuc kinh doanh mdi nhung cung cd thd’ lam tidu vong nliidu nganh san xudt va day nliidu doanh nghiep vao tinli thd khd khan , tham chi pha san

Didu quan trong la doanh nghidp phai thirdng xuydn theo doi , nam bat dupc

xu hudng va sir pliat trid’n cua ky thuat cong nghd chinh sacli ciia nha nude vd dau tu nghidn cuu pliat tridn edng nghd mdi , chuyd’n giao edng nghd , phat minh sang did v.v co lidn quan ddn boat ddng kinh doanh ciia doanh nghidp dd cd chidn lupc hop ly

- NhAn td van hoa - xa hoi

Xet vd lAu dai , dAy la nhAn td co anh hudng rOng ldn va sAu sac nliAt Cac nhAn td van hoa - xa hOi chu ydu la : Su thay ddi vd ldi sdng , quan nidm vd tidu dung ,trinh do dAn tri , co cAu dAn sd se dua lai nhung ydu cAu mdi ma chidn luoc kinh doanh phai tinh tdi

Ngoai nhung nhAn td chinh noi trdn , tuy theo dac did’m kinh td ky thuAt ciia tirng nghanh kinh doanh , cac doanh nghidp cung cAn tinh ddn nhung nhAn td dac thu cua nganh , doanh nghidp minh

Cac nhAn td chinh thuOc moi trudng kinh td' qudc dAn cd thd tong hop theo bidu sau :

thuong mai qudc td'

- Quy dinh vd bao

vd moi trudng

- LuAt hd tro cho

thud va thanh toan

- LuAt kidm soat

gia ca va tidn

luong

_ Luong cung tidn

va chinh sach tidn td

_Ty Id thAtnghidp

_Ty Id lam phat

_ gia cac loai hang hoa dac hidt

do nha nude quy dinh(nang luong dAt dai)

_ thu nhAp binh quAn dAu ngudi

_ cac giai doan cua chu ky kinh td'

nghidn cuu phat tridn san phAm ciia nha nude va nganh

-trinh dd didn tu boa, tu dong hoa

_ Tdc dd xuA't hidn san phAm mdi, san phAm thay thd'

_Quan nidm vd ldi sdng

_TAp quan tidu dung

■ _Muc song ciia dAn cu

_ Co cAu dAn sd._ Trinh do dAn tri

* PhAn tich didu kidn moi trudng nganh

Moi trudng nganh bao gdm cac nhan td nam ngoai doanh nghidp nhung co

y nghTa quyet dinh ddi vdi tinh chdt va muc dd canh tranh trong nganh kinh doanh do Co thd chia thanh 5 nhom nhan td ca ban la

_ Ddi thu canh tranh _ Khach hang ( ngudi mua )

_ Ngudi cung cap ( ngudi ban ) _ Nguditidu dung

_ San pham thay thd

PliAn tich mdi trudng nganh chinh la phAn tich tung nhAn td noi trdn va su tac ddng tong hop cua chung tdi boat ddng cua doanh nghidp Co thd md ta quy trinh phan tich theo so do sd dudi day :

So do 10 :

- Phan tich cac ddi thu canh tranh

Day la ndi dung phan tich co tAm quan trong dac bidt , doanh nghidp cAn phAn tich lung ddi thu canh tranh chu ydu dd ltrong dinh duoc su phan ung cua

ho doi vdi chidn liroc ciia doanh nghidp Ndi dung phan tich ddi thu canh tranh

co the’ khai quat theo so do sd 1 1 trang sau

So dd sd 1 1 :

De’ co the: phan tich vd ddi thu canh tranh vdi.dd tin cay cao, cdn (hirdng xiiyOn theo doi , cap nhat cac thong tin ve ddi tlui canh tranh theo cac noi dung ciin nghien cirir phan tich nhu vd: tai chinh , nang lire san xuat , cac ngudn lire vat chat , quan ly , nhan sir dudi dang bang tong hop thong (in

- Phan tich vd khach hang

Vail dd khach hang la mot bo phan khong the’ tach rdi trong trong moi

trudng canh tranh Noi dung phan tich vd khach hang gom hai vdn dd chinh + Su tin nhiem cua khach hang ddi vdi doanh nghiep va san pham cua doanh nghidp

+ Xu hudng va mire dd ddi hdi chat lupng cao , gia ban giam ( ep gia mua) cua khach hang

Kha nang ep gia mua cua khach hang tang Idn khi :

Sd lupng hang cua ngudi mua cliidm ty Id Idn trong tong lupng hang doanh nghidp ban ra

Ngudi mua co thd dd dang mua san pham cung loai 6 noi khac

Khach hang ndm day du thong tin vd gia ca thi trudng

San phftm ciia doanh nghidp it anh hudng tdi san pham cua khach hang Khach hang hay co , kha nang khep kin san xua't , tu cung ca'p vat tu , ban thanli pham

Doanh nghidp cung can tong hop cac thong tin vd khach hang theo cac co ca'u vd dia ly , nhan kha’u hoc , tarn ly , tliai dd tidu dung dudi dang cac bang cap nhat thudng xuydn

- Ngudi cung ca'p

Ngudi cung ca'p ,vi muc tidu trdn Ipi nhudn , cung tim moi each gay ap lire vdi doanh nghidp Moi quan lie giua doanh ngiep vdi ngudn cung ca'p 6 trudng hop nay gid'ng nhu moi quan lid giua khach hang cua doanh nghidp vdi doanh nghidp da dd cap 6 trdn

Dd dinh hudng cac muc tidu cliidn lrrpc , ngoai vide phan tich nhung nhom nhan to' clni ydu trdn , trong qua trinh phan tich tong hop edn phai dd cap Idi hang loat cac nhan to' gdn lidn vdi didu kidn kinh doanh kliac va sail cliudi chung vdi nhau thanli nipt tong thd Didu do cho phep doanh nghidp co thd nhin nhan loan didn sau sac lion vd mdi truung boat ddng ,thdi co , thacli there , cam bay ciia thi trudng

d- Phan tich hoan canh noi bo doanh nghidp

Nhin tong thd , ban than doanh nghidp cung la mot bd phan cua mdi trudng kinh doanh nhung xct theo quan didn quan ly doanh nghidp la chu the? cua qua trinh quail ly san xua't kinh doanh

Vide phan doan , phan tich cac di£u kidn moi trirdng la can cir khach quan

dd hoach dinh chidn luoc kinh doanh ciia doanh nghidp nhirng vide xAy dung va thuc hien chidn liroc kinh doanh tot ddn dau lai phu thuoc mOt each quydt dinh vao nhung nhan t6 chu quan ciia ban than doanh nghidp

Moan canh nOi bO bao gom tat ca cac ydu to va lid thong bdn trong ciia doanh nghidp

Vide phan tich hoan canh nOi bO nhan thay ro mat manh mat ydii cua doanh nghidp lam co so cho vide dd ra cac bidn phap , khac phuc mat ydii , khuydeh truong mat manh dd’ dat duoc loi thd' t6i da

Noi dung phan tich hoan canh nOi bO doanh nghidp gom cac van dd :

* Kha nang vd nguon nhan lire

Con ngudi la nhan 16 quydt dinh , nguon nhan luc cua doanh nghidp gciiii cac bd phan :

_ Ban lanh dao quan ly didu hanh san xuAt thuoc lie thOng chi buy true tuydn deii cAp d6c cong 6 phan xirong

_ Cac bd phan tliuOc bO may tliam nuru cac cAp

_ Cong nliAn true tidp san xuAt

Vide danh gia nguon nliAn luc phai xet trdn cac mat trinh do , ky nang , kinh nghidm , kha nang to cln'rc thuc liidn va tinh thAn , thai do lam vide , y thuc tracli nhidm dOi vdi su tlianh bai cua doanh nghidp

* Klui nang vd t6 chuc

Ndi dung danh gia vd to chuc bao gom :

Co cAu to elide ( co cAii chung , co cAii quan ly , co cAii sail xuAt )

Trong do dac hidt chu y co cAii thuc hidn cac chuc nang quan ly tai chinh , cOng nghd ky thuAt san xuAt , lid thoiig thOng tin , hd thong kic’m tra

* Kha nang vd mat vAt ch At

Vide danh gia kha nang vAt cliAl phai lam rd uu thd hoac ydii didm ciia doanh nghiep vd cac mat:

- Vi tri dia ly va lie thong co so san xuAt

- May moc thidi bi cOng nghd

- Mang ludi tidp thi va pliAn pliOi

Vide tdng hop danh gia cac nhAn td thudc hoan canh ndi bd se tao didu kidn

de doanh xac dinh hidn trang va phuong hudng cai thidn hoan canh ndi bd ciia doanh nghidp nham dam bao su tuong thich tdi uu vdi didu kidn mdi trudng khi hoach dinh chidn lupc kinh doanh

e- Tdng hop phAn tich cac nhAn td mdi trudng , noi bd

lid thong cac nhAn td mdi truong tac ddng ddn boat ddng ciia doanh nghidp trong dd doanh nghidp ton tai vdi tu each la mdt phAn lid con trong tong thd' mdi trudng kinh td' thd gidi cd thd’ mo ta nhu so do sd' 12 o trang sau

Cd the su dung cac bang tong hop phAn tich tung nhom nhAn td mdi truong

va mot sd' phuong phap phAn tich nhu :

- Phirong phap Chuydn gia (Delphi )

" Ngoai suy xu hudng

" Lidn hd xu hudng

Mo hinh hoa nang luong PhAn tich anh huong cheo Kich ban nhidu ldn

Du bao nhu cdu mire do nguy hid’mTrong khudn kho dd tai nay, chung tdi khong di sAu md la cac phuong phap phAn tich ndi trdn vi dAy la mdt vAn dd ldn ciia ly thuyd't vd chidn lupc kinh doanh

2 3 2 - Hoach dinh chidn liroc kinh doanh

a- Xac dinh muc tidu chidn lupc

Trong qua trinh hoach dinh chidn lupc ciia doanh nghidp, budc xac dinh muc tidu chidn khong cln la khAu mo dAu , xac dinh muc tidu chidn lupc dd’ dinh liirdng , chi dao cac giai doan tid'p sau cua qua trinh chidn lupc ma edn la can cu dd’ kidm tra , hidu chinh chidn lupc

Vd thuc chA't, muc tidu chidn lupc ciia doanh nghidp la su cu thd" hoa tinh muc dich ciia doanh nghidp vd hirdng, quy md , co cAu va tidu trinh trid’n khai chidn lupc theo thdi gian

Muc tidu chidn lupc ciia doanh nghidp khong ddng nhA't vdi du doan bdi vi

du doan dua trdn kinh nghidm qua khu dd’ udc luong tuong lai vdi gia dinh la mdi trudng on dinh trong khi dd muc tidu chidn lupc lai dal ra ydu cAu phai vuon ldn dat tdi dich da dinh

Sa dd 12:

MOI TRU'dNG QUOC TE

1 NhAn td kinh te' 2 Nhan t6 chinh tri qudc te

3 Nhan itttir nih^n 4 Nliin td vnn hoa - xa li6i

5 Nhhn 16 cOnn i-nhl - kk t hhUt

MOI TRU'dNG KINH TE QUO C DAN

1 Nhnn td kinh td 3 Nhan td tir nhi£n

2 Nhnn td chinh tri lutt phap 4 Nhnn td cnng nghe ky thuat

qudc gin

5 Nlihn td t it nhie

MOI TRU’dNG NGANH

1 Cac ddi thu canh ttnnh

2 Khach hang

3 Ngudi cung Ung

4 Cac ddi thu tidm tang

HOAN CANH NOI BO

1 Ngudn luc vd td chUc can bO

2 Ngudn luc vd tai chinh vtt chnt

3 Nang luc nghien cuu phat tridn

- Xac dinh quan didm nguydn tac, khat vong ciia doanh nghidp , dinh ra pham vi va co cAu kinh doanh, cu the7 la xac dinh linh vuc kinh doanh , cluing loai san pham dich vu , co ca'u thi trudng , hudng phat tridn edng nghe ky thuat

- Cac tieu dich cu the7:

La su luong hoa cac muc tieu cu the7 ma doanh nghiep phai dat duoc , the7 hien quy mo kicli thudc ciia tieu dich theo co ca'u va thdi gian Cac tieu dich cu the' ciia doanh nghiep thudng la :

+ Muc tang trudng doanh sd , thi phan

Cac muc tieu nay co the7 chia thanh muc tieu dinh tinh va muc tieu dinh luong Co the’ vi du vd he thong muc tieu chieii liroc ciia mdt doanh nghidp nhu bidu sau

- Dat vi tri dAn dau tranh bang each mo rdng thi o cac thi trirdng mdi

vd chat luong va cong thi tnrdnh ra mdt so' khu dat

- Met rdng dau tir pham7nghidn ciru phat tridn - Giam chi phi san

xudt 5%

- Tang doanh thu hang nam 30%

Khi xac dinh cac muc tieu chidn liroc edn quan triet cac ydu cAu :

- Cac muc tidu phai xac dinh rd trong tung thdi gian tuong ling , phai co muc tidu chung va muc tidu ridng cho tirng linh vuc, khdng vi uu tidn muc tieu nay ma phuong hai ddn muc tidu khac