Chiến lược kinh doanh công ty cổ phần xây dựng công trình giao thông 872 - ngành XD-GTVT

DANH MUC CAC TlT VIET TAT CLKD : Chien luge kinh doanh XD : Xay dung DN : Doanh nghiep Cong ty 872, Cong ty Cp XDCTGT 872 : Cong ty c6 phkn Xay dung cong trinh giao thong 872 GTVT : Gia

r ^ -" ^ft*^^

INTERNATIONAL EXECUTIVE MBA PROGRAM (leMBA) ChLTdng trinh Cao hoc Quan trj Kinh doanh Quoc te

KHOA LUAN TOT NGHIEP

CHIEN Ll/OC KINH DOANH

• CONG TY CO PHAN XAY DLfNG

INTERNATIONAL EXECUTIVE MBA PROGRAM (leMBA)

Chifdng trinh Cao hoc Quan trj Kinh doanh Quoc te

BAN KHOA LUAN NAY DLTOC NOP OHO

TRLfONG DAI HOC IRVINE (MY)

VA

KHOA QUAN TRj KINH DOANH HSB

(DAI HOC QUOC GIA H A NOI)

BAN KHOA LUAN LA MOT PHAN BAT BUQC TRONG CHUONG TRINH DAO TAO THAC SY QUAN TRI KINH DOANH QUOC TE

Phe duyet cua Chircmg trinh Cao hoc quan trj kinh doanh quoc te

Chu nhiem chucmg trinh

Toi xac nhan r^ng ban khoa luan nay da dap ung dugc cac yeu cau cua mot khoa luan tot nghiep thuoc chircmg trinh dao tao Thac sy Quan tri kmh doanh

Chu tich Hoi dong

Chiing toi, ky ten dual day xac nhan rang chung toi da doc toan bo khoa luan nay va cong nhan ban khoa luan hoan toan dap ung cac tieu chuan cua mot khoa luan Thac sy quan tri kinh doanh

ThS Tran Phuong Lan Giao vien huong dan

Cac thanh vien Hoi dong

(Xep thu tij ten theo bang chu cai)

TS Tr§n Ooan Kim

TS Trin Dang Kham

TS Nguyen Thi Hong Thuy

ThS Trin Phu^ang Lan

DANH MUC CAC TlT VIET TAT

CLKD : Chien luge kinh doanh

XD : Xay dung

DN : Doanh nghiep

Cong ty 872, Cong ty Cp XDCTGT 872 : Cong ty c6 phkn Xay dung cong trinh giao

thong 872

GTVT : Giao thong van tai

XD - GTVT : Nganh xay dung giao thong van tai

GNP : Tong san pham quoc dan

GDP : Tong san pham quoc ngi

KHKT : Khoa hoc ky thuat

KH & CN : Khoa hoc va cong nghe

DNNN : Doanh nghiep Nha nuac

AASHTO, ASTM : He thdng quy trinh xay dung cua Hiep hoi tu van My

VN : Viet Nam

XDCB : Xay dung co ban

SXKD : San xuat kinh doanh

GTNT : Giao thong nong thon

BOT : Phuong thuc Xay dung, thu phi hoan v6n,chuyen giao

BT : Phuong thuc xay dung ung von truoc, thanh toan tra cham

HDQT : Hoi dong quan tri

PN : Phia Nam Viet Nam

BTXM : Be tong xi mang

KH : K I hoach

Tram trgn BT nhira : Tram trgn be tong nhua nong

PMU, BQL, BQLDA : Ban quan ly du an - Dai dien Chu d^u tu

NNPTNT : Nong nghiep va phat trien nong thon

Duong HCM : Duong H6 Chi Minh

Khu QL GTDT 1, Tp.HCM: Khu Quan ly giao thong do thj thanh ph6 H5 Chi Minh

MUC LUC

X

Cam ket

Loi cam on

Danh muc cac tir viet tat

Muc luc khoa luan

Danh muc bang bieu, do thj, hinh ve

CHirONG 1: PHAN MCf DAU

1.1 Ly do chon de tai 1 1.2 Muc tieu, muc dich nghien cihi 2

1.3 Phu-ong phap tien hanh 2 1.4 Ket cau cua khoa luan 2

CHirONG 2 : COSCf LY LUAN

2.1 Mot so van de ly luan trong xay dung CLKD 4

2.2 Mot so mo hinh thuong sir dung de phan tich moi truong ben ngoai 8

2.2.1 Mo hinh PEST 8 2.2.2 Mo hinh Five force 12 2.2.3 Mo hinh Industry's succeess factors 15

2.3 Mot so mo hinh phan tich noi bo doanh nghiep 17

2.3.1 Value chain 17 2.3.2 Benchmarkinh ' 20

2.4 Mot hinh tong bop phan tich ben trong va ben ngoai -SWOT 21

2.5 Chien lu-c^c canh tranh chung 23

2.5.1 Chien luge dan dau chi phi 24 2.5.2 Chien luge khac biet hoa 26 2.5.3 Chien luge taptrung 28

2.6 Khai niem ve nang luc canh tranh cot loi 30

2.7 Cac buo'c trong xay dung chien lirffc 32

C H U O N G 3 : P H A N T I C H T H l T C T R A N G V E C O N G T Y 872

3.L Gioi thieu t6ng quan v e Cong ty Cp XDCTGT 872 36

3.2 Ap dung tong hop mo hinh PEST , Five force, Industry's succeess factors

di phan tich moi truong kinh doanh nganh XD-GTVT 40

3.2.1 Moi truong ben ngoai 40 3.2.2 Moi truong nganh 47 3.2.3 Cac yeu to thanh cong trong nganh 56

3.3 Ap dung Value chain va Benchmarkinh de phan tich noi bo Cong ty 58

3.3.1 Value chain - Chuoi gia tri 58 3.3.2 Benchmarkinh - Phuong phap lay chuan 65

3.4 Phan tich canh tranh, cac chien luoc va lua chon chien lutfc cua DN 66

3.5 Phan tich nang luc canh tranh cot 161 cua Cong ty 872 68

3.6 Ap dung mo hinh SWOT de danh gia tong hap vj the Cong ty 872 75

CHU^ONG 4 : K E T L U A N V A K I E N N G H I

4.1 T o m t i t chien luoc phat triin cua Cong ty Cp XDCTGT 872 77

4.1.1 T^m nhin 77 4.1.2 Sumang 77 4.1.3.Cac muc tieu chien luge den 2010 va 2015 77

4.1.4 Nang luc canh tranh cot loi cua Cong ty Cp XDCTGT 872 78 4.1.5 Cac chien luge chuc nang 80 a) Chien luge thj tru'ong 81 b) Chien luge cung c5, xay dung, phat tri^n hgp ly ca c^u t6 chuc quan ly

dieu hanh va nguon nhan luc 86 c) Chien luge phat trien cong nghe 93 d) Chien luge huy dong von cho SXKD 94

4.2 Motsohan che va kien nghi nh4m giai quyet nhirng van d§ con ton tai 102

a) Doi voi pham vi Cong ty 103 b) Doi voi nganh va nha nuoc 104 4.2.2 Han che cua khoa luan 106 4.2.3 Huong nghien cuu trong tuong lai 107

4.2.4 Ket luan 107

TAI LIEU THAM KHAO 109

PHAN PHU LUC

- Bang 4-8, 4-9 Phan tich tai chi'nh DN Cong ty 872 nam 2001 -2005 Ill

- Quyen va nhiem vu cua cac bg phan, to chuc trong Congty 113

- Danh muc cac du" an GTVT ggi von dau tu nu6"c ngoai 2005-2010 127

DANH MUC BANG BIEU, DO THI, HINH VE

So d5 Co cau canh tranh nganh

So do chuoi gia tri

So d6 cac muc tieu chuc nang cheo va chudi gia tri

K^t qua danh gia cua khach hang ve nhung yeu to thanh

cong chu chot cua cae doi thu canh tranh

Mo hinh phan tich 3 cap do ben ngoai va ben trong

Ngudn gdc Igi th^ canh tranh va cac chien luge ca ban

So dd cac buac Xay dung va thuc hien CLKD

So lieu gia tang von dau tu cho XD-GTVT

K^ hoach v6n dau tu giao thong duong bg 2005-2010

S6 lieu t6c do tang luan chuyen hanh khach, hang hoa

qua duong bg

Ty trgng dau tu von nuac ngoai cho XD-GTVT

Ca cau von dau tu cho GTVT den nam 2020

Sa do ca cau to chuc Cong ty 872

Chuoi gia tri lien quan den hoat dong ciia Cong ty 872

Nhung yeu to thanh cong chu chot ciia Cong ty 872

Kinh nghiem thi cong cong trinh ciia Cong ty 872

Danh sach can bg chuyen mon ky thuat Cong ty 872

Danh sach cong nhan ky thuat Cong ty 872

Bang ke tai san hu'u hinh, v6 hinh Cong ty 872

So lugng thiet bi thi cong va phan theo gia tri

Dia ban kinh doanh cua Cong ty 872

Cac khach hang Cong ty 872

San lugng Cong ty 872 phan theo san pham

Co cau lao dong ky thuat den 2010 v a 2015-C6ng ty 872

Co cau can bg chuyen mon ky thuat den 2010 v a 2015

Muc tieu dau tu thiet bj den 2010 v a 2015-C6ng ty 872

Muc tieu huy dong von den 2010 v a 2015-C6ng ty 872

Phan tich tai chinh DN Cong ty 872 nam 2001-2005

Bang 3-11 Bang 3-12 Bang 3-13 Hinh 4-1 Bang 4-2 Bang 4-3 Bang 4-4 Bang 4-5 Bang 4-6 Bang 4-7

Bang 4-8 Bang 4- 9

CHI/ONG 1

PHAN Md DAU

CHU^ONG 1 PHAN M 6 DAU

l.L Ly do chon de tai

Ten de tai khoa luan tot nghiep: Xay dung chiin luacphat triin kinh doanh - Nghien

cuu tinh huong Cong ty Cp Xay dung cong trinh giao thong 872 - nganh XD-GTVT

Nguyen tic quan trgng trong kinh doanh, dac biet trong dieu kien kinh te thj truong hien nay

la cac doanh nghiep (DN) can luon khong ngimg doi mai, nang cao kha nang thich ung voi

thj truong Hg can phai xac dinh ro DN muon di den dau? Phai di nhu the nao, bang each

nao ? Mu6n vay hg phai thuc hien va lam tot viec xay dung va trien khai chien luge kinh

doanh (CLKD) Co CLKD diing dan, hgp ly moi dam bao cho DN ton tai, phat trien lau dai,

b^n vung dat dugc nhijug muc tieu cua DN

DN a cac nuac rat coi trgng viec xay dung CLKD Nam 1947, chi c6 20% DN cua My c6

CLKD Nam 1970, con so nay da len tai 100% Nhieu nha DN My cho rang xay dung

CLKD la cong viec chiem nhieu thoi gian nhat, quan trgng nhat va kho nhat Ong Uyn Xon,

chii tich Cong ty GE ( General Electric ) cua My da tung noi : "Moi ngay toi chang lam dugc

may viec nhung c6 mot viec khong bao gio lam het la xay dung quy hoach tuong lai" ( Vien

nghien cuu dao tao ve quan ly (2005) " Xay dung va trien khai chien luge kinh doanh con

duong di den thanh cong" )

Mac du vay, hien nay, cong tac xay dung va trien khai CLKD o nhieu DN noi chung va DN

trong nganh GTVT noi rieng con han che, voi nhieu DN con la ngi dung moi me, chua dugc

chu trgng, con thieu hieu biet, kien thuc, ky nang Rieng Cong ty toi dang cong tac, moi

dung a viec xay dung va trien khai ke hoach kinh doanh hang nam Con doi voi CLKD ciia

DN chua dugc nghien ciiu xay dung theo dung nghia ciia "chien luge phat trien"; thuong

mai tarn dung 6 cac ngi dung ve "chii truong", "duong loi"; trong "suy tu", "sang kien" ciia

cac lanh dao cap tren, cap DN; hoac cac ke hoach "trung han", "dai han" thuong so sai, thieu

tinh khoa hoc, doi khi to ra tuy tien, mang tinh duy y chi, kho dap ung truoc yeu cau cua thi

truong Do do viec nghien cuu cac ngi dung ve xay dung CLKD cua Cong ty va phai dat

cong viec nay la mot vi tri rat quan trgng, mot yeu cau cap thiet, thuc tien

Ban than toi, qua chuang trinh nghien cuu, hoc tap tai khoa dao tao IeMBA-1 do HSB to

chuc Tu yeu cau ve thuc tien ciia DN toi dang cong tac Toi c6 nguyen vgng tap trung

nghien cuu sau han ve kien thuc "Xay dung chien luge phat trien kinh doanh" va ap dung

thuc te vao tinh huong ciia : Cong ty Cp Xay dung cong trinh giao thong 872 - nganh

XD-GTVT

1.2 Muc tieu, muc dich nghien cihi

- Nghien cuu va he thong hoa cac ly luan ve xay dung va thuc hien CLKD, lira chon cac mo

hinh phan tich c6 hieu qua doi voi viec xay dung va thuc hien CLKD

- Ap dung he thong co so ly luan va cac mo hinh tren de phan tich, danh gia moi truong ben

trong va ben ngoai Cong ty, xay dung CLKD cho Cong ly 872;

- De xuat, kien nghi ve chien luge phat triln cua Cong ty 872 Chi ra mot s6 vkn dh con t6n

tai va huong giai quyk trong ban chiln luge nay nh^m hoan thien CLKD ciia Cong ty 872

1.3 Phu'ong phap tien hanh

- Nghien cuu djnh tinh

- Phuong phap thu thap so lieu: Phong vkn true tilp, gui philu di§u tra, dh nghi cung cap tai

lieu

- S6 lieu : Su dung cac s6 lieu th6ng ke Qu6c gia, cac thong tin, s5 lieu chuyen nganh; su

dung cac so lieu thu cap ve chiln luge va cac nghien cuu va bao cao truoc day Cong ty 872

1.4 Ket cau cua khoa luan

Khoa luan dugc trinh bay gom 04 chuang,

Chuong 1- Phan ma dau

Chuong 2- Co* sa ly luan : Neu mot so vdn d^ ly luan trong xay dung CLKD Mot so mo

hinh sii dung dk phan tich moi truong ben ngoai DN trong xay dung CLKD : PEST, Five

force; Industry's success factors Mot s6 mo hinh su dung dl phan tich ngi bg DN trong xay

dung CLKD : Value chain Bench marking Mo hinh t6ng hgp phan tich moi truong ben

trong va ben ngoai SWOT Ngi dung vk cac chiln luge canh tranh chung Khai niem ve nang

luc canh tranh c6t loi va cac buac trong xay dung chien luge

ChuoTig 3- Phan tich thuc trang van de can nghien cuu : Gioi thieu tong quan ve DN Ap

dung t6ng hgp cac mo hinh PEST, Five force va Industry success factors de phan tich moi

truong kinh doanh nganh XD-GTVT Ap dung Value chain va Bechmarking de phan tich ngi

bg Cong ty 872 Phan tich canh tranh, cac chiln luge canh tranh va va lira chon chien luge

phat tri§n ciia DN Phan tich nang luc canh tranh cot loi ciia Cong ty 872 Ap dung mo hinh

SWOT dk danh gia tong hgp vi the ciia Cong ty 872

Chuong 4 - Ket luan va kien nghi:

Tom tk chien luge phat trien ciia Cong ty 872: Tam nhin, Su mang, Chien luge canh tranh

cua Cong ty 872 Nang luc canh tranh cot loi ciia Cong ty 872 Cac muc tieu chien luge den

2010 va 2015 Mot so chien luge chuc nang ciia Cong ty : Chien luge thi truong; chien luge

Cling CO, xay dung, phat trien hgp ly co cau to chuc quan ly dieu hanh va nguon nhan luc ciia

Cong ty; chien luge phat trien cong nghe; chien luge huy dong von

Mot so han che va cac kien nghi nham giai quyet nhung van de ton tai, huong nghien cuu

trong tuong lai Ket luan Danh muc Tai lieu tham khao Phan phu luc : Mot so bang bieu,

ngi dung tham khao

Cac chuang sau day se gioi thieu, lam ro han cac ngi dung neu tren

CHirONG 2

cosd

LY LUAN

CHl/ONG 2

CO SOi LY LUAN

•

Chuong 2 de cap mot s6 vdn dh ve ly luan trong xay dung va thuc hien chien luge kinh

doanh ( CLKD ) Mot s6 mo hinh thuong sii dung de phan tich moi truong ben ngoai, mot so

mo hinh phan tich ngi bg, mo hinh t6ng hgp phan tich ben trong va ben ngoai DN Cac chien

luge canh tranh chung, khai niem ve nang luc canh tranh cot loi va cac buoc trong xay dung

CLKD ciiaDN

2.1 Mot so van de ly luan trong xay dung CLKD

Theo cac hoc gia trong va ngoai nuoc: CLKD ciia DN la trong dieu kien kinh te thj truong,

can cii vao diku kien khach quan va chu quan, vao nguon lire ma doanh nghiep c6 the co de

dinh ra muu luge, con duong, bien phap nham dam bao sir ton tai, phat trien on dinh, lau dai

theo muc tieu phat tri^n ma DN da dat ra ( Vien nghien ciiu dao tao ve quan ly (2005) " Xay

dung va trien khai chien luge kinh doanh con duong di den thanh cong" )

Theo do, CLKD ciia DN bao ham 4 yeu to : Mot la DN xac dinh CLKD cua minh can phai

tim hieu rat sau ve hien trang ciia DN; hai la muc tieu chien luge cua DN la muc tieu ma DN

CO the dat dugc trong nhung nam sap toi; ba la DN se kinh doanh san pham gi, o thi truong

nao; bon la nhung bien phap ma DN se ap dung de dat dugc muc tieu chien luge da de ra

Va ve ban chat (theo tai lieu cua Vien nghien cuu dao tao ve quan ly (2005) " Xay dung

va trien khai chien luge kinh doanh eon duong di den thanh cong" ) :

CLKD la the hien vi thi canh tranh ciia DN, khi xay dung CLKD, DN can phan tich hoan

canh khach quan ciia minh, tim hieu nhung ca hoi va thach thiic ma hoan canh khach quan anh huong den DN Dong thoi cung phai nghien cuu nliijug dieu kien chu quan ciia DN de

biet dugc nhiJug diem manh va diem yeu cua minh CLKD ciia DN phai ket hgp tot nhixng

CO hoi ma hoan canh khach quan mang lai voi nhung diem manh ciia DN, dong thai phai co

giai phap khac phue cho nhung thach thuc va diem yeu cua DN Chi co nhu vay moi co the

dua ra CLKD diing

CLKD eiia DN la mot md thirc kinh doanh ciia DN, xet theo khi'a canh CLKD la cuong llnh

hoat dong ciia DN; phuong thuc su dung cac nguon lire; can cii de xii ly mgi van de ciia DN

CLKD la su the hien quan niem gia tri cua DN, tinh than tien thii, y chi ngoan cuong ciia

nguoi lanh dao DN, phan anh su danh gia ciia nguoi lanh dao ve hoan canh khach quan, dieu

kien chii quan cua DN Chi khi nguoi lanh dao danh gia diing hoan canh khach quan va dieu

kien chii quan ciia DN moi co the de ra CLKD diing dan Neu khong CLKD se la sai lam

CLKD la susdng tao trong quan ly, c6 nghia la DN, can cu vao muc tieu nhat dinh, sap xep

hinh thanh mot he thong quan ly moi huu hieu, co kha nang canh tranh Neu mot DN chi don

thuan bat chuoc DN khac thi khong the co dugc sir phat trien va phon vinh thuc su Do do

viec xay dung CLKD phai xuat phat tu tinh hinh thuc te ciia DN Hai DN 6 cung mot khu

vuc, san pham giong nhau, quy mo giong nhau nhung CLKD khong th^ hoan toan gidng

nhau vi dieu kien chii quan ciia hg khac nhau Dong thai su sang tao ve quan ly phai k^t hgp

chat che voi su sang tao ve to chuc, sang tao ve ky thuat moi co the phat huy tac dung ciia

CLKD

CLKD la ki hoach hanh dong cda DN, viec xay dung CLKD la quan trgng nhung thuc hien

chien luge con quan trgng han nhi6u NIU CO chiln luge nhung khong thuc hien thi chi^n

luge do tra thanh v6 nghTa Muon thuc hien dugc chien luge thi toan th6 cong nhan vien phai

nam vimg chien luge, phai bien chien luge do thanh ke hoach hang nam, ke hoach ciia tung

bg phan, thanh hoat dong ciia mgi nguoi va phai co tinh kha thi

CLKD mang cac dac trung sau ( theo tai lieu ciia Vien nghien cim dao tao vh quan ly

(2005) " Xay dung va trien khai chien luge kinh doanh con duong di din thanh cong" ) :

Tinh toan cue: CLKD la so do tdng the ve su phat trien ciia DN, no quyet djnh quan he eiia

DN voi moi truong khach quan Tinh toan cue ciia CLKD the hien tren 3 mat: Phai phii hgp

voi xu thd phat tri^n toan cue cua DN, la cuong ITnh chi dao toan bg hoat dong ciia DN; phai

phu hgp voi xu th§ phat triln cua dat nuoc ve cac mat kinh te, ky thuat, xa hoi trong mot thoi

ky nhit dinh; phai phu hgp voi trao luu hoi nhap kinh te ciia the gioi

Tinh toan cue ciia CLKD doi hoi phai xem xet tat ca cac bg phan ciia DN, phai phan tich tinh

hinh ciia toan DN, hoan canh toan qu6c va hoan canh quoc te Neu khong co quan diem toan

cue thi khong the co CLKD tot

Tinh nhin xa: Truoc kia nhi§u DN vi khong co quy hoach chien luge, gap viec gi lam viec ay,

chay theo phong trao nen lam viec vat va ma khong hieu qua Mot trong nhiing nguyen nhan

ciia tinh hinh do la do khong n ^ dugc xu the phat trien ciia DN Do do muon xay dung

CLKD thi phai lam tot cong tac du bao xu the phat trien ve kinh te, ky thuat ciia xa hoi Mot

chiln luge thanh cong thuong la mot chien luge dua tren co so du bao diing

Tinh canh tranh: Neu khong co canh tranh thi khong can thiet xay dung va thuc hien

CLKD Do do tinh canh tranh la dac trung ban chat nhat ciia CLKD Trong thoi dai hien nay

khong CO DN nao la khong hoat dong trong moi truong canh tranh Vi vay CLKD phai

nghien cuu lam the nao de DN co dugc uu the canh tranh han doi thu va do do ma gianh

dugc thang Igi trong canh tranh

Tinh rui ro: CLKD la quy hoach phat trien ciia DN trong tuong lai, nhung moi truong sinh

ton ciia DN trong tuong lai la dieu khong chac chan, co the thay doi Qua trinh thoi gian ciia

chien luge cang dai thi cac nhan to khong chac chan ciia hoan canh khach quan cang nhieu,

muc do khong chac chan cang Ion, nii ro ciia chien luge cang lan Tinh nii ro ciia CLKD doi

hoi nha DN phai diing cao, nhin xa, quan sat mot each than trgng, khach quan moi co the co

dugc chien luge diing dan

Hien nay chiing ta dang o trong qua trinh chuyen bien tu the che kinh te ke hoach sang the

chi kinh te thi truong, moi truong vT mo ciia cac DN thay doi rat lan Do do CLKD khong

nen tinh toan qua dai, de bao dam tinh linh hoat va tinh hien thuc ciia chien luge

Tinh chuyin nghiep va sang tao: Cac DN c6 the can cu vao thuc luc cua ban than de lua

chon ITnh vuc kinh doanh phii hgp voi so truong va the manh ciia minh, tranh nhung nganh

ma cac DN lan co the manh de giu dugc vj tri doc quyen Dai da so DN lam dugc nhu vay

d6u thanh cong, phat trien va phon vinh Nhung tien bg ky thuat va canh tranh thj truong la

khong CO gioi han Do do cac DN phai khong ngung du nhap hoac phat trien ky thuat tien

tien thich hgp Chuyen mon hoa va sang tao ky thuat thich hgp la bien phap quan trgng de

bao dam sir sinh ton va phat trien ciia DN Do ciing la dac diem quan trgng trong CLKD ciia

DN vua va nho

Tinh on dinh tuong doi: CLKD ciia DN phai co tinh on dinh tuong doi trong mot thoi ky

nhat djnh Neu khong, no se khong co y nghia chi dao doi voi hoat dong thuc tien ciia DN

Moi truong khach quan va hoat dong thuc tien ciia DN la mot qua trinh van dong khong

ngung CLKD ciing phai co kha nang dieu chinh, phu hgp voi hoan canh khach quan CLKD

khong the co dinh mot be nhung khong the thay doi mot som mot chieu ma phai tuong doi

on dinh

CGng can nam vung ve su khac nhau giira chien luac, sack luac, quy hoach, ke hoach :

Chien luge va chien thuat la moi quan he giira toan cue va cue bg CLKD la muc tieu phat

trien lau dai va tong hgp nhiing bien phap de dat dugc muc tieu cua DN Chiln thuat la hanh

dong cu the de dat dugc muc tieu chien luge

Chien luge va sach luge la quan he giua muc dich va bien phap Chien luge co truoc, sach

luge CO sau Sach luge phai phuc tiing chien luge va phuc vu chien luge Chien luge quyet

dinh va anh huong den sach luge

Quan he giua chien luge voi ke hoach, quy hoach : Xet theo nghia rgng, ba mat nay deu la

hoach dinh tuong lai va cung co the ggi chung la ke hoach Ke hoach gom co ke hoach ngan

han (1 nam), ke hoach trung han (3 - 5 nam), ke hoach dai han (tren 5 nam); xet theo nghia

hep, chien luge, ke hoach, quy hoach vua co quan he voi nhau, vua c6 su khac nhau Chien

luge la linh hon ciia ke hoach, quy hoach Ke hoach, quy hoach, the hien chien luge da dinh

Do do, chien luge la co so ciia quy hoach, quy hoach la co so cua ke hoach Truoc het phai

CO chien luge, sau do phai co quy hoach va sau nija la phai co ke hoach Tren y nghTa do,

quy hoach va ke hoach la su ke tuc cua chien luge, la cu the hoa ciia chien luge

De xay dung CLKD, viec phan tich moi truong kinh doanh co y nghTa quan trgng d6i voi

DN Moi truong kinh doanh gom: Moi truong vT mo va moi truong vi mo hay con ggi la moi

truong nganh Voi muc tieu ciia viec phan tich la phan doan, xac djnh cac co hoi va de dga

va tren co so nay de xay dung va thuc hien CLKD hgp ly

Mot so mo hinh dugc su dung de phan tich ngi dung tren la :

2.2 Mot so mo hinh thucmg su dung de phan tich moi trucmg ben ngoai DN trong xay dung chien luge

2.27 Md hinh PEST : Thuong dung d^ phan tich moi truong vT mo-moi truong khach

quan ciia DN NhSm phan tich, t6ng hgp dugc nhung ylu t6 t6n tai ben ngoai DN, co anh

huong quyet dinh den sir s6ng con, phat trien ciia DN DN phai th4y dugc nhiing co hoi,

thanh thiic ma moi truong khach quan mang din khong nhiing DN phai thich ung ma con

phai thiic day su thay doi cua moi truong

Cac yeu to cua moi truong vT mo dugc Xhh hien qua mo hinh sau :

Hinh 2-1 : MO HINH PEST

Kinh te (Economic)

Xu huong GNP;

Lai suat; Lam phcit;

Th^t nghiep;

Sir sin CO nguon lire;

Chu ky hoat dong

Chinh trj

(Political) Sir on dinh chinh trj;

Luat lao dong;

Chinh sach thue;

B^o ve moi truing

Cong nghe

(Technological)

Phat hien cong ngh? mdi;

Toe dp chuyen giao cong nghe;

Chi tieu cua Chinh phu cho R & D ;

Toe do 15i thai cua cong nghe

Xa hoi (Social)

Dan so, nhan khau hoc;

Phan phoi thu nhap quoc dan;

Phong each song;

Dan tri/ van hoa

- Phan tich moi trucmg chinh trj va phap luat cua DN :

Moi truong chinh trj la cac yeu to chinh tri va nhiing hoan canh ma su van hanh cua cac yeu

to do anh huong den kinh doanh cua DN Cac yeu to nay bao gom: Che do chinh trj, che do

chinh dang, doan the chinh tri, phuong cham chinh sach ciia Dang va Nha nuac, kliong khi

chinh tri cua xa hoi

Moi truong phap luat la he thong phap luat co lien quan den DN, bao gom quy pham phap

luat ciia Nha nuoc, y thiic phap luat ciia co quan tu phap, co quan hanh phap va DN

Anh huong ciia moi truong chinh tri va phap luat doi voi hoat dong kinh doanh ciia DN rat

sau rgng, tham chi co luc co y nghia quyet dinh Noi chung, neu mot nuoc on dinh ve chinh

tri, chinh sach ro rang va nh4t quan, khong khi chinh tri t6t, phap luat nghiem minh thi cac

DN CO thi phat trien lanh manh, on dinh

- Phan tich moi truong kinh te cua DN :

Moi truong kinh tl ciia DN la tinh hinh kinh t§ xa hoi va chinh sach kinh tk ciia dat nuoc ma

DN t6n tai va phat tri6n Moi truong kinh ti vT mo bao g6m : co cdu kinh te xa hoi, trinh do

phat triln kinh xi, chi do kinh tl va chinh sach kinh tl vT mo

Phan tich co cdu kinh ti xa hoi : Co ciu kinh xk xa hoi con dugc ggi la co cau ciia nen kinh

Xt qu6c dan, bao gdm co e^u : Nganh nghi, phan phoi, trao doi, tieu dung, ky thuat, so hiju

V.V Trong do co c^u nganh nghi la ylu t6 quan trgng nh4t Vi vay, khi xay dung CLKD

cua DN phai nghien cuu tinh hinh co cau nganh nghe

Phan tich trinh do phat triin kinh te : Trinh do phat trien kinh te la quy mo, toe do phat trien

kinh tl ciia mot quoc gia, mot khu vuc va trinh do kinh te da dat dugc Cac chi tieu the hien

trinh do phat trien kinh te bao gom tong san pham quoc dan, thu nhap quoc dan, thu nhap

qu6c dan tinh theo dau nguoi, toe do phat trien kinh te Viec phan tich trinh do phat trien

kinh te co the giiip doanh nghiep nam dugc xu the phat trien ciia nen kinh te

Phan tich thi che kinh ti : The che kinh te la hinh thuc to chuc kinh te cua mot nuoc No quy

dinh quan he giua nha nuac voi DN, giua DN voi DN, giiia DN voi cac nganh kinh te

Thong qua nhimg bien phap, phuong phap quan ly nhat dinh de dieu hoa tac dong den pham

vi, ngi dung, phuong thuc ciia cac hoat dong kinh te xa hoi No de ra nhiing quy tac va dieu

kien ca ban, co he thong ve hinh thuc, ngi dung, con duong sinh ton va phat trien ciia DN

Nguoi lanh dao DN phai nam vung phuong huong co ban ciia cugc cai each, the che kinh te,

kip thoi xay dung quan niem tu tuong va phuong thuc hanh vi phu hgp voi the che moi

Phdn tich chinh sach kinh ti cua nha nuoc : Chinh sach kinh te la muc tieu phat trien kinh te

trong mot thai ky nhit dinh do Nha nuoc dat ra cung voi chien luge, sach luge de dat dugc

muc tieu do Chinh sach kinh tl ciia mot nuoc bao gom chien luge phat trien kinh te cua ca

nuoc, chinh sach nganh nghi, chinh sach phan phoi, chinh sach gia ca, chinh sach thuong

mai, chinh sach tiln luong, chinh sach tai chinh, chinh sach tien te Chinh sach kinh te vT mo

quy djnh pham vi va nguyen tac hoat dong ciia DN, dieu hoa quan he giiia cac DN, cac

nganh, giua cue bg va toan cue, bao dam su van hanh binh thuong ciia nen kinh te quoc dan,

thuc hien muc tieu va nhiem vu phat trien kinh te quoc dan

- Phan tich moi truong khoa hoc ky thuat ( KHKT ) cua DN :

Moi truong KHKT ciia DN la yeu to KHKT va tap hgp nhung hien tugng xa hoi co Hen

quan true tiep den yeu to KHKT o noi ma DN sinh ton va phat trien, bao gom 4 yeu to: trinh

do KHKT ciia xa hoi; lire lugng KHKT; the che KHKT cua Nha nuoc; chinh sach KHKT va

cac van ban phap luat ve KHKT

Trinh do KHKT la yeu to quan trgng nhat ciia moi truong KHKT ciia DN, bao gom cac ITnh

vuc KHKT dugc nghien cuu va da nghien cuu thanh cong, trinh do tien tien ve khoa hoc ky

thuat, trinh do van dung cac thanh qua khoa hgc ky thuat Luc lugng KHKT xa hoi la thuc

luc nghien cuu va phat trien KHKT ciia mot nuac hoac mot khu vuc Thi chi KHKT ciia

mot quoc gia quy dinh co cau, phuong thiic van hanh he thdng KHKT cua dk nuoc va tinh

hinh quan he ciia no voi cac bg phan khac ciia nin kinh tl qu6c dan Bao g6m dia vi xa hoi

ciia sir nghiep KHKT va can bg KHKT, nguyen t4c thilt lap va phuong thuc van hanh cac co

quan KHKT, chi do quan ly KHKT, cac kenh ling dung thanh qua KHKT Cac ylu to noi

tren deu co anh huong nhilu mat den hoat dong san xuk kinh doanh va quan ly ciia DN

Hien nay, KHKT tren thi gioi tiln bg xk nhanh Cac nuoc phat triin da buoc vao thai dai

ciia nen kinh te tri thiic Tri thiic khong ngung dugc ddi moi, nhilu ky thuat moi ra doi va

dugc ap dung nhanh chong khien cho toan bg nen kinh te cac nuac phat trien dugc tri thiic

hoa, mang hoa Dieu do se thay doi moi truong KHKT ciia cac DN, day manh viec d6i moi

KHKT ciia xa hoi, thiic day viec chuyen giao cong nghe va thay doi co cau nganh nghe hien

nay Cac DN can nhan ro su thay doi do va nam lay co hoi ma su thay doi do mang lai, thuc

hien tien bg ky thuat va nang cap ky thuat 6 DN minh,

- Phan tich moi trucmg van hoa xa hoi cua DN :

Moi truong xd hoi ciia DN bao gom su hinh thanh va bien dong ciia cac tang lop xa hoi, co

cau dan cu, tinh hinh di chuyen ciia dan cu, co cau quyen luc xa hoi, phuong thiic sinh hoat

va lam viec ciia mgi nguoi Hien trang va su bien dong ciia nhiing yeu t6 do diu co thi anh

huong den hoat dong kinh doanh cua DN

Moi truong van hod ciia DN bao gom cac yeu to triet hgc, ton giao, ngon ngij, van hgc, nghe

thuat Anh huong ciia cac yeu to nay d6i voi kinh doanh cua DN ph4n Ion la anh huong gian

tiep khong the coi nhe

2,2,2, Md hinh Five force

Nganh nghi la loai hinh cong nghiep dugc phan chia theo tinh chit, dac dilm ciia san phkm

hoac dich vu va vai tro ciia no trong nen kinh tl quoc dan

Trong bat ky nganh nghi nao, moi DN dIu phai chiu siic ep canh tranh vl 5 mat Do la, sue

ep canh tranh ciia DN moi ra nhap nganh; siic ep canh tranh giiia cac DN ciing nganh; sue ep

canh tranh ciia san ph4m thay thi, dich vu thay thi; anh huong ciia nha cung ckp; anh huong

ciia nguoi tieu diing hoac khach hang

Mo hinh phan tich 5 luc lugng ciia M.Porter, giiip cac nha chiln luge phan tich cac luc

lugng tren - co* cau canh tranh nganh, dugc torn xk 6 so do sau :

Hinh 2-2 : Sa do Co* cau canh tranh nganh

Sure ep, nang luc

dam phan cua

nha cung cap

Doanh nghiep moi tham gia thi truing

Siic ep cua doanh nghiep mai tham gia thi trucmg

Canh tranh giua cac doanh nghiep cung nganh

Sire ep, nang luc dam phan cua nguoi tieu dung, khach hang

Siic ep ciia san pham hoac dich vu thay the

San pham thay the

- Sue ep cua doanh nghiep mdi tham gia thi trudng : DN moi tham gia thi truong co the la

mot DN moi thanh lap hoac mot DN truoc day kinh doanh san pham khac, bay gio kinh doanh nhieu san pham, Nhiing DN nay mang den cho nganh ay nang luc san xuat moi, dong thai cung doi hoi mot thi phan nhat dinh Siic ep canh tranh nay lan hay nho la do khi tham gia thi truong, DN do phai chi phi nhieu hay it va muc do phan ling ciia cac DN khac khi DN

ay tham gia thi truong; phu thugc vao nhirng rao can ra nhap nganh cao hay thap

- Sue ep cda san pham thay the : San pham thay the la san pham co cong dung tuong tu

Neu Igi nhuan cua san pham thay the lan thi siic ep canh tranh 1cm (sue ep v l gia thanh, gia ban) va khien cho DN bi dong Neu nha san xuat san pham thay the nhanh chong phat triin san xuat thi nganh do se bi uy hiep manh Neu nguoi tieu dung chap nhan san phdm thay thi mot each thuan Igi ve kinh te ciing nhu ve tam ly thi su uy hiep do cang Ion

- Site ep tit ngu&i tiiu diing; khach hang : Khach hang ciia DN co the la nguoi tieu diing

true tilp, nhung hang hoa tieu dung, khi nguoi tieu dung yeu cau gia hang phai re hon, chat

lugng hang hoa tit hon, dich vu hau mai tot hon thi do ciing la mot sue ep doi voi nganh ay;

Song cac khach hang ciing co the la nha phan phoi, hoac dai ly Van de la, ai la khach hang

chu yeu, co siic manh dam phan ma DN phai dac biet quan tam;

Nhiing hang hoa dac thu, phuc vu chung cho cong dong xa hoi ( ha tang Giao thong ) thi

siic ep doi voi DN la " Nguoi dat hang"- cac Chu dau tu, hg dua ra cac tieu chi ve quy each,

chat lugng, cong nghe san xuat, thai gian hoan thanh, "gia tran" doi hoi cac DN phai c6

nang luc san sang dap ung, trong qua trinh canh tranh "dau thau", "chgn thau"

- Canh tranh giira cac DN ciing nganh : Su canh tranh giira eac DN cung nganh bgc 16 qua

hinh thai canh tranh, tinh chat canh tranh Su canh tranh co lien quan den cac yeu to sau:

+ Dac tinh ciia nganh, DN co the can cu vao sir phan cong ciia nganh, vi tri ciia nganh trong

qua trinh san xuat xa hoi, nguon lire ma nganh do su dung, co ckx ky thuat, viln canh ky

thuat cua nganh de phan tich dac tinh ky thuat ciia nganh Thong qua su phan tich do dl bilt

dugc dac tinh ciia nganh va co doi sach thich hgp

+ Co ciu quy mo DN trong mot nganh thuong co hai dang, dang thit nhdt la cac DN lan thi

rat Ion, cac DN nho thi rk nho Trong truong hgp nay tinh hinh canh tranh khong gay g^t

lam vi cac DN Ion da chilm dugc vi tri chilm ITnh tuyet dli Dang thu hai la cac DN lan

khong phai la lan lam, cac DN nho khong phai la nho lim Trong truong hgp nay, tinh hinh

canh tranh se gay git vi thuc luc cac DN trong nganh khong chenh lech nhau nhilu

+ Co cau so lugng DN trong mot nganh, noi chung, nlu so lugng DN trong mot nganh

nhieu thi dieu do chiing to quy mo thj truong Icm, nhiing tra ngai ciia viec tiln vao thi truong

ay tuong doi nho, s6 lugng DN Ion trong nganh tuong ddi it N I U S6 lugng DN trong mot

nganh it thi dilu do chimg to quy mo thi trucmg nho, so lugng DN Ion tuong doi nhieu, vice

tiln vao thi truong nay co nhieu tro ngai

+ Co ciu thi truong trong nganh, tinh hinh cung cau tren thi truong, cung vugt qua cau, cung

ciu can ddi hay cung khong dii ciu NIU cung khong dii cau thi can nghien ciiu hinh thiic tien

vao thi truong bing uu thi nao do NIU cung cau can doi thi phai ciing co the manh cua minh

NIU cung lan hon cau thi phai can nhic viec tao ra the manh canh tranh hoac nit lui khoi

nganh do

- Sire ep, nang luc dam phdn cua nha cung cap : Cac nha cung cap nguyen lieu, vat tu co

kha nang tang gia hoac ha thip chit lugng san pham hoac vua tang gia vua ha thap chat

lugng san pham

Cac DN quan tam den kha nang dam pham voi cac nha cung cap de giai quyet, dat dugc

nhiing yeu cau chinh: Quy each, chat lugng; kha nang cung ling ve so lugng; gia; kha nang

ling von, quay vong von

Tuy nhien doi voi nhiing mat hang nha nuoc chi dao ve gia, sir thay doi gia la mot van de

can giai quyet voi Chii dau tu trong qua trinh xay dung, quyet toan cong trinh

Viec phan tich hien trang, xu the, cuong do tong hgp ciia 5 siic ep tren, quylt dinh miic do

gay gat ciia canh tranh va kha nang gianh thang Igi ciia DN va quylt dinh tinh chit ciia DN

trong nganh do

2,2.3, Md hinh Industry's success factors - Cac yeu to thanh cong trong nganh

Tu sir phan tich tren, chiing ta can chi ra dugc cac ylu tl thanh cong ciia nganh - thi lire; ylu

tl nao trong chu6i day chuyin co anh huong, quylt dinh din thanh cong trong CLKD cua

cac DN trong nganh Viec xac dinh dugc vi tri, muc do anh huong cua cac ylu t l nay se

giiip cac chiln luge gia xay dung dugc CLKD co tinh kha thi, dat thing Igi

Co the neu vi du ve chuoi day chuyin trong san xuat hang hoa, voi cac ylu t l la:

Nguyen lieu

tho

hang

Vai tro, do anh huong ciia cac yeu to thanh cong nganh giiia cac nganh co khac nhau Cac

yeu to do cung co the dugc djch chuyen thay doi theo thoi gian do su thay doi, phat trien,

tiln hoa ciia xa hoi Chinh vi vay CLKD can phai luon cap nhat va thich ung

Nghien cuu mot s6 nuac tren thi gioi ( qua giao dich lam viec voi mot so doi lac Han Quoc,

Nhat Ban, ADB, WB ), hg dua ra cac tieu chi khi lira chgn nha thau trong nganh xay dung

noi chung va XD-GTVT noi rieng, do la : Nha thau, truoc tien phai vugt qua dugc "vong 1"

- vong nang luc va ky thuat Nhung DN dat dugc cac tieu chi tai vong 1, thi mai vao dugc

"vong 2"- vong gia

a) Tiiu chi vi nang luc cda DN, dugc de cap nhu sau ;

- Nang luc co san, da dat dugc : Ket qua hoat dong SXKD tu 3-5 nam, kinh doanh phai co

lai, dat doanh thu o miic do nao do, theo yeu cau; co so lugng can bg, lao dong nhat dinh dap

ling chat lugng, co kinh nghiem va san sang dap ling; co so lugng thiet bi nhat dinh, dap ling

chat lugng va cong nghe va sin sang dap ung; da kinh qua, thuc hien thanh cong mot s6 san

pham, hgp dong tuong tu;

- Nang lire sSn sang huy dong dap ung cho mot cong viec, du an cu thi, vl: Can bg du an

chii chot, lao dong, thiet bi va von luu dong

Truoc yeu ciu ciia mot du an, cac DN co thi c6 chiln luge lien danh; lien kit dl dap ung

Qua yeu cau ve cac tieu chi tren ciia Chii diu tu, thi viec giai quylt mli quan he voi hg la rit

quan trgng, nham co dugc nhung thong tin, su hilu bilt truoc vl du an giiip DN co thoi gian

can thilt dk chuin bi Co the noi day la mot trong nhiing ylu t l thanh cong chii chit cua

DN XD-GTVT

b) Tiiu chi vi Ky thuat, cong nghi san xudt la su hilu bilt va trien khai ky thuat san xuat,

cong nghe thi cong cong trinh, san xuat san pham dap ling theo yeu cau ciia don dat hang; sir

hon han khi ap dung nhiing giai phap, cong nghe tien tien (dugc chap nhan ) de tang cuong

chat lugng, day nhanh tien do

c) Tieu chi vi Gia, c6 y nghTa quylt dinh khi trong mot top DN tuong duong ve nang lire,

ky thuat, cong nghe ( tieu chi a va b neu tren ) Do vay cac DN cung can giai quyet chien

luge gia, mot trong nhiing yeu to quan trgng quyet dinh thanh cong

d) Cac nha cung cdp tin dung, doi voi cong trinh BT, BOT ( phuong thiic thuc hien du an

cac nuac dang ap dung pho bien hien nay ), ngoai yeu cau mot phan von san c6 ciia nha

thau, DN con phai co dugc nha cung cap tin dung cho du an

2.3 Myt so mo hinh phan tich noi b9 doanh nghiep

2,3 L Value chain ( chudi gia tri)

Gia tri ciia mot DN tao ra dugc do bang khoi lugng ma nguoi mua san sang tra cho san pham

hay dich vu DN co lai neu gia tri tao ra do lan hon chi phi De dat dugc mot Igi the canh

tranh, cac bg phan chiic nang ciia DN hoac phai tao ra mot gia tri voi chi phi thap hon so vai

doi thii canh tranh, hoac la phai lam cho san pham cua minh khac biet voi san pham cua doi

thii canh tranh nham tao ra miic ban cao han tren thi trucmg Va nhu vay c6 nghia la DN phai

theo duoi chien luge chi phi thap hoac chien luge khac biet hoa san pham

Michel Porte, xuat phat tu su phan tich " Moi cong ty la mot tap hgp cac hoat dong dk thuc

hien nham thiet ke, san xuat, ban hang, giao hang va ho trg pham" Moi hoat dong dIu lam

tang gia tri san pham "Chuoi gia tri" dugc phan chia thanh cac hoat dong chinh va nhirng

hoat dong ho trg Nhiing hoat dong chinh la : Hau can ngi bg, san suit, hau cin ben ngoai,

marketing va ban hang, dich vu sau ban hang Nhiing hoat dong ho trg la : Chiic nang quan

ly vat tu, ehiic nang nghien cuu va phat triin, chiic nang quan ly nhan lire, co so ha tang ciia

DN ( xem so do Chuoi gia tri - Hinh 2-3, trang 19 )

Viec phan chia cac hoat dong trong Chuoi gia tri tao dilu kien kilm tra chi phi va kit qua

thuc hien trong tung hoat dong Tao dieu kien cho viec tim each cai tien tung hoat dong cung

nhu viec phoi hgp giiia chiing, tuong ung voi chien luge nham tao ra gia trj ciia tung san

pham cu thi ciing nhu ciia ca DN D6ng thoi, qua thong tin tinh bao thu thap dugc ve cac doi

thii canh tranh, uoc tinh chi phi, ket qua ciia hg de co can cu so sanh voi DN minh, tim each

tao ra gia tri vugt trgi han doi thii

Cac hoat dong ho trg, trg giiip cho cac hoat dong chinh, dugc neu cu the hon nhu sau :

Chirc nang qudn ly vat tu, kiem soat sir luu chuyen vat tu qua chuoi gia tri tu cung cap den

san xuat va di vao phan phoi Hieu qua cua viec luu chuyen nay co the tao ra gia tri ( giam

hao hut; trung chuyen; ton kho ) G6p phan kiem soat chat lugng dau vao trong qua trinh

che tao, ket qua lam tang chat lugng dau ra, tao dieu kien tang gia ban;

Chuc nang nghien cuu vdphdt trien, thuc hien viec phat trien cac san pham moi va cac cong

nghe che tao Phat trien cong nghe co the ha thap chi phi che tao, tao ra cac san pham hap

dan hon, co the ban o miic gia cao hon Nhu vay, nghien ciiu va phat trien c6 anh huong den

cac hoat dong che tao va marketing;

Nguon nhan lice, " Nguon nhan luc la ten ggi chung ve nang lire nguoi lao dong cua doanh

nghiep, la tai san quy bau nhat ciia doanh nghiep Nhan luc co to chat cao va bg may t l chuc

CO hieu qua la nhan to quan trgng de doanh nghiep thanh cong " ( Vien nghien cuu dao tao

ve quan ly (2005) " Xay dung va trien khai chien luge kinh doanh con duong di din thanh

cong ) ;

Co so ha tang cua DN, c6 dac trung hoi khac biet voi nhiing hoat dong ho trg khac Ngi

dung nay la khung canh chung ciia toan DN ma trong do xay ra tit ca cac hoat dong tao ra

gia tri Co so ha ting bao gim co ciu t l chiic, cac he thong kiem soat va van hoa ciia DN

Quan ly cip cao thong qua sue manh lanh dao c6 thi chii dong hinh thanh co so ha tang cua

DN va qua do tat ca cac hoat dong tao ra gia tri khac dugc thuc hien

Hinh 2-3 : So* do Chuoi gia tri

Co so ha tang ( cau tnic, lanh dao )

Quan ly nguon nhan luc

Nghien cuu va phat trien

Hau can ben ngoai (xuat di)

Ban hang

Marketing

Dich vu hau mai

MUC

TIEU

CHIEN

LLTOC

De dat dugc nhung muc tieu toi cao ve hieu qua, chat lugng, doi moi san pham va thoa man

khach hang thi DN phai co nhiing chien luge voi su phoi hgp mot so hoat dong de tao ra gia

tri khac biet Nhiing muc tieu nay co the dugc xem nhu nhiing muc tieu cheo giiia cac bg

phan tao gia tri khac nhau ciia mot DN Tom tat theo so do sau :

Hinh 2-4 : So* do Cac muc tieu chuc nang cheo va chuoi gia trj

Chuoi gia tri

Thoa man khach hang

Cac muc tieu chuc nang cheo

2,3,2 Md hinh Benchmarking

Mo hinh nay giiip xac dinh vi tri, dinh vi mat manh, mat yeu ciia DN so voi doi thii canh

tranh, giiip xac dinh kha chuan vi the canh tranh cua DN minh

Phuong phap \iy chu4n gIm bay buoc nhu sau : ( 1 ) Xac dinh nhung tieu tri, chuc nang nao

c4n l4y chudn; ( 2 ) Xac dinh nhiing biln kit qua chii chit cin do luong; ( 3 ) Phat hien

nhung cong ty vao loai tot nhat; ( 4 ) Lugng thanh tich ciia cac cong ty gioi nhat; ( 5 ) Lugng

thanh tich cua cong ty minh; ( 6) Xay dung chuang trinh va nhung bien phap de thu hep

khoang each; ( 7 ) Thue hien va theo doi kit qua ( Philip Kotler ( 2003) " Quan tri

Marketinh", nguoi dich: TS Vu Trgng Hung NXB Thong ke )

Bang 2-5 : Ket qua danh gia cua khach hang ve nhirng yeu to thanh cong chu chot cua cac doi thu canh tranh

G-t6t

P- kem

ri Marketinh ",

Phan phoi san pham P-kem

G-tIt

E - tuyet voi F— binh thu6rng

Van de quan trgng la DN phai thu thap nhiing so lieu moi ve tinh hinh kinh doanh cua tung

dii thii canh tranh, cu the la muc tieu thu-doanh thu, san lugng, thi phan, Igi nhuan tren vin

dau tu, miic su dung n ^ g lire v.v Cac thong tin do la nhung so lieu thu cap, loi din, kinh

nghiem nhan doan va phan tich ciia lanh dao DN Dong thai phai that chi tilt, khoa hgc

khach quan khi danh gia chuan cho chinh DN cua minh de so sanh voi doi thii canh tranh

Viec thu thap thong tin tinh bao, do hoi ve cac doi thu canh tranh co thi phan thanh 4 loai

khai thac thong tin chinh : ( 1 ) Tu nhung nguoi moi tuyen va cong nhan vien ciia dii thii

canh tranh; ( 2 ) Tu nhiing nguoi co quan he lam an voi cac doi thii canh tranh; ( 3 ) Tu

nhung tu lieu da xuit ban va nhung tai lieu cong; ( 4 ) Tu each theo doi doi thii, phan tich

nhung bang chiing vat chat;

Viec khai thac thong tin can tuan thu theo khuon kho ciia phap luat va quy tac dao due

Bang 2-5, trang 20 neu ket qua ciia mot cong ty khi yeu cau khach hang danh gia ba doi thii

canh tranh cua minh : A, B,C Voi tieu chi danh gia gom 5 ngi dung

DN - A dugc xem la DN san xuat san pham chat lugng cao va co lire lugng ban hang gioi

Nhung A con yeu ve khau phan phoi san pham va ho trg ky thuat; DN - B manh ve khau

phan phii san pham va co lire lugng ban hang tuyet voi; DN - C c6 cac tieu chi deu yeu

kem Qua bang thong tin tren ggi y cho ta co the tan cong DN - A ve mat phan phoi san

pham va ho trg ky thuat; DN - C ve hau het cac mat, nhung DN - B thi khong c6 mat yeu

nao ro ret

Cling CO nhiing y kien phe phan ve viec y lai qua miic vao phuong phap nay, co the bop

nghet tinh sang tao boi lay thanh tich ciia nhung cong ty khac lam diem xuat phat cho DN

minh; hoac mot khi tap trung qua nhieu ve doi thii canh tranh ma lo la, sao nhang viec cai

tien hon nixa nhiing so truong ciia cong ty

Nhieu DN su dung phuong phap lay chuan - Bechmarking va hg cho rang phuong phap nay

van la mot trong nhirng nguon y tuong tot nhat de nang cao chat lugng va kha nang canh

tranh

2.4 Mo hinh tong hop phan tich ben trong va ben ngoai - SWOT :

Moi truong khach quan ciia DN khong ngung thay doi, mang lai cho DN nhiing co hoi tilm

tang Nhung chi khi nao DN co nhiing dieu kien chii quan nhat dinh thi nhiing co hoi do

mofi CO the tro thanh hien thuc Kinh nghiem cho thay, nhieu DN c6 moi truong khach quan

rat thuan Igi nhung hg thieu mot vai yeu to chii quan nen da bo tugt co hoi Ngugc lai, co

nhung DN mac du co moi truong khach quan khong thuan Igi nhung do phat huy dugc so

truong doc dao ma thanh cong Do do viec phan tich ting hgp cac yeu t l khach quan va chii

quan ciia DN co y nghia quan trgng

Hinh 2-6 : Mo hinh phan tich 3 cap do moi truong ben trong va ben ngoai

Phan tich SWOT : Thi manh (Strengths), yeu diem (Weakness), co hoi (Opportunitines) va

nguy CO (Threats) Phan tich SWOT la chia khoa ciia phat trien chien luge, lam ro the manh

ngi luc ciia to chiic va nhung diem yeu va cac co hoi, nguy co tu ben ngoai

Strengths va Weaknesses la cac yeu to ngi tai ciia DN con Opportunities va Threats la cac

nhan to tac dong ben ngoai SWOT cho phep phan tich cac yeu to khac nhau co anh huong

tuong doi den kha nang canh tranh ciia DN, viec danh gia cac dii* lieu dugc sap xep theo

dang SWOT duoi mot trat tu logic giiip nguoi dgc hieu dugc cQng nhu co thi trinh bay va

thao luan dl di din viec ra quylt dinh de dang hon De xay dimg CLKD, phan tich SWOT

thuong dugc kit hgp voi PEST va mot so mo hinh khac ( xem hinh 2-6, trang 22)

Dk thuc hien phan tich SWOT cho vi thi canh tranh ciia mot DN, nen tu dat cac cau hoi :

- Strengths : Lgi thi ciia DN la gi ? Cong viec nao DN lam tit nhat ? Nguin lire nao DN

ckn, CO thi sii dung ? LTU thi ma nguoi khac thiy dugc 6 DN la gi ? Phai xem xet van de tren

phuong dien ban than DN va ciia nguoi khac Cac uu thi thuong dugc hinh thanh khi so

sanh voi doi thii canh tranh

- Weaknesses : Cac yeu diem Co the cai thien dieu gi ? Cong viec nao minh lam tot nhat ?

Can tranh lam gi ? Phai xem xet van de tren co so ben trong va ca ben ngoai Nguoi khac co

the nhin thay yeu diem ma ban than DN khong thay Vi sao doi thii canh tranh co the lam tot

hon ? Liic nay phai nhan dinh mot each thuc te va doi mat voi su that

- Opportunities : Co hoi tot dang 6 dau ? Xu huong dang quan tam da biet ? Co hoi co the

xuat phat tir su thay doi cong nghe va thi trucmg du la quoc te hay trong pham vi hep, tu su

thay doi ve chinh sach cua nha nuoc co lien quan tai ITnh vuc hoat dong ciia DN, tir su thay

doi khuon mau xa hoi, cau tnic dan so , tu cac su kien dien ra trong khu vuc Phuong thiic

tim kiem hiiu ich nhat la ra soat lai cac uu the ciia ban than DN va tu dat cau hoi lieu cac uu

the ay co mo ra co hoi moi nao khong Ciing co the lam ngugc lai, ra soat cac yeu dilm ciia

minh va tu dat cau hoi lieu co co hoi nao xuat hien loai bo dugc chiing

- Threats : Nhung tro ngai dang gap phai ? Cac doi thu canh tranh dang lam gi ? Nhiing doi

hoi dac thu ve cong viec, ve san pham hay dich vu co thay doi gi khong ? Thay dii cong

nghe CO nguy co gi vai DN hay khong ? Co van de gi vl ng qua han dong tien ? Lieu co ylu

diem nao dang de doa cong ty ? Cac phan tich nay thuong giiip tim ra dugc nhiing viec ckn

phai lam va bien yeu diem thanh trien vgng

2.5 Cac chien luac canh tranh chung

Cac DN theo duoi chien luge c4p cong ty de dat dugc lgi the canh tranh, hoat dong tot hon

doi thii, nhkm dat dugc doanh thu cao hon trung binh Cac DN thuong lira chgn tu ba chien

luge CO ban : Dan dau ve chi phi, khac biet hoa san pham va tap trung

Bang 2-7 : Nguon goc loi the canh tranh va cac chien luuc canh tranh co* ban

Khac biet hoa

ly nguyen lieu

Khac biet hoa san pham

Cao (chii yeu bang tinh dgc nhat) Cao (nhieu doan thi trucmg) Nghien cuu va phat trien, ban va Marketing

2.5,1,Chien luac Dan dau vi chi phi

La chien luge de co the san xuat hang hoa hoac djch vu 6 chi phi thap hon cac doi thu Chien

luge nay co hai lgi the co ban Thu nhdt, vai chi phi thap hon, nguoi dan dau ve chi phi co

the dat gia thap hon doi thii nhung van thu dugc lgi nhuan bang cac doi thu Neu cac DN

trong mot nganh dat cac gia tri tuong tu cho cac san pham cua minh thi nguoi dan dau ve chi

phi CO the thu dugc lgi nhuan cao hon vi co chi phi thap hon Thu hai, neu su canh tranh

trong nganh tang va cac DN canh tranh bang gia thi nguoi dan dau ve chi phi c6 kha nang

dung virng trong canh tranh ban cac DN khac boi chi phi thap hon ciia minh

- Cac giai phap chien luffc : Lira chgn miic khac biet hoa san pham thap Viec khac biet hoa

san pham thuong ton kem Do vay chi phi cho viec nay khong qua chenh lech so voi miic

doi thii khac biet hoa; de miic khac biet hoa dat dugc chi phi thap nguoi dan d^u vl chi phi

thuong bo qua cac doan thi truong khac nhau, thuong quan tam den thi truong 6 pham vi

rgng Ion, thuc te cac DN thuong dat gia thap hon cac doi thii canh tranh cua minh de hap dan

khach hang den voi cac san pham ciia minh; nguoi dan dau ve chi phi phat trien cac kha

nang rieng biet cua minh trong san xuat va quan ly nguyen vat lieu de tang tinh hieu qua, ha

thap chi phi so voi doi thii

- Loi the : Mot each chung nhat, cac bien phap de DN dat dugc lgi the ve chi phi thay doi

theo tung nganh va co cau nganh Co the lgi the bat nguon tu quy mo san xuat, dgc quyen

cong nghe, uu dai ve nguyen lieu, cau thanh san pham, miic do dich vu, quy trinh ky thuat

Lgi the ciia moi chien luge co ban dugc mo ta tot nhat theo mo hinh 5 luc lucmg ciia Porter

Din dau ve chi phi dugc bao ve khoi cac doi thii canh tranh trong nganh bang lgi the chi phi

ciia minh; chi phi thap ciing co nghia la no se it bi anh huong han cac doi thii canh tranh tir

viec tang gia cac dau vao neu c6 cac nguoi cung ung co siic manh va it anh huong boi su

giam gia doi voi san pham ciia minh neu co nhung nguoi mua c6 siic manh hon; sir dan dau

ve chi phi thuong doi hoi phan lan viec lam tang siic manh mac ca true dien voi nguoi cung;

neu cac san pham thay the bat dau vao thi truong, vai chi phi thap nguoi dan dau ve chi phi

CO the giam gia de canh tranh, duy tri dugc thi phan ciia minh;

Voi lgi the ve chi phi, nguoi dan dau ve chi phi tao ra hang rao ra nhap nganh Cac DN khac

muon ra nhap nganh that kho khan co su phu hgp ve chi phi hoac gia ciia nguoi dan dku vl

chi phi Nguoi dan dau ve chi phi co vi the tuong doi an toan chung nao co the duy tri lgi thi

chi phi ciia minh va gia la chia khoa cho con so nguoi mua dang ke

- Bat loi : Nhimg nguy co chinh ciia phuong phap dan dau ve chi phi kn nkp trong kha nang

cac doi thii tim each san xuat voi chi phi thap hon va tan cong lai nguoi dan d^u vl chi phi

bang chinh "so truong" ciia nguoi do Kha nang ciia cac doi thii co thi dl dang b^t chuoc

cac phuong phap ciia nguoi dan dau ve chi phi la mot moi de doa dii voi chiln luge dan dku

ve chi phi; co nii ro la nguoi dan dku vl chi phi, chi suy nghi vl giam chi phi, co thi khong

theo doi dugc nhiing thay dii trong thi hilu ciia nguoi tieu diing, co thi ra quyet dinh giam

chi phi nhung anh huong ro net den cau ve san pham

Tom lai, cin luu y la viec theo duli chiln luge chi phi th4p khong loai tru kha nang chuyen

mon hoa Vkn dl quan trgng la san phkm phai dugc khach hang chap nhan khi so sanh voi

san phkm canh tranh Vi vay, chi phi Xhkp chi co uu thi canh tranh nlu DN dam bao mot

muc do khac biet hoa san phdm nh4t dinh dugc nguoi tieu dung nhan biet va chap thuan

2.5.2 Chien iu(rc khac bi^t hoa san pham

Muc dich ciia chiln luge khac biet hoa la de dat dugc lgi the canh tranh bang viec tao ra san

pham, hang hoa hoac dich vu ma dugc nguoi tieu diing nhan thiic la dgc dao nhat theo nhan

xet cua hg Kha nang cua mot DN khac biet hoa san pham de thoa man nhu cau ciia nguoi

tieu diing theo each ma cae doi thii canh tranh khong the co, nghia la no co the dat gia cao

hon dang ke so voi miic trung binh cua nganh Kha nang tang doanh thu bang each dat gia

cao ( chii khong phai bang giam chi phi nhu nguoi dan dau ve chi phi) cho phep nguoi khac

biet hoa san pham hoat dong tot hon cac doi thii canh tranh ciia minh va nhan dugc lgi nhuan

cao hon

- Cac giai phap chien luac : Su di biet hoa san pham co the dat dugc theo ba each chu ylu :

chat lugng, doi moi va tinh thich nghi voi khach hang Viec doi moi rat quan trgng dii voi

san pham cong nghe phiic tap Su hap dan ciia san pham doi voi nhung mong dgi vl glc cua

sir khac biet hoa Mot di mat tam ly ciia khach hang co the tro thanh nguIn goc cua khac biet

hoa san pham, Su hap dan co the la ylu to gan lien voi dia vi hoac long kieu hanh ciia cac

nhom theo do tuoi va cac nhom kinh te xa hoi Thuc te, co so ciia khac biet hoa san pham la

vo tan

Mot DN theo duli chiln luge khac biet hoa san phkm co gang tu lam khac biet hoa cang

nhieu mat hang cang tot No cang bat chuoc cac doi thu ciia minh it bao nhieu thi cang bao

ve dugc kha nang canh tranh bay nhieu va sir hap dan thi truong ciia no cang manh me va

rgng khap

Noi chung, nguoi khac biet hoa san pham chia thi truong thanh nhieu doan DN cung ling

san pham dugc thiet ke danh rieng cho moi doan va quyet dinh tro thanh nguoi khac biet

hoa rgng Ion, nhung DN co the lira chgn chi phuc vu cae doan thi truong ma 6 do co lgi

the khac biet hoa dac biet Cuoi ciing, trong viec quyet dinh theo duoi kha nang rieng biet

nao, DN khac biet hoa san pham tap trung vao chiic nang to chiic cung cap cac nguon goc

ciia lgi the khac biet hoa san pham ciia minh Sir khac biet hoa san pham la co so cho sir

doi moi va kha nang cong nghe phu va thugc vao chiic nang nghien cuu va phat trien

- Loi the va bat loi: Sir khac biet hoa san pham ve cong viec khac cac doi thii canh tranh,

long trung thanh ciia khach hang vai nhan hang la mot tai san vo cung c6 gia tri Cac DN

moi buoc phai tao ra kha nang rieng ciia minh de co the canh tranh voi cac hang hien tai va

la viec rat ton kem

Moi de doa ciia cac san pham thay the phu thugc vao kha nang cac doi thii voi san pham thoa

man ciing nhiing nhu cau ciia khach hang ma cac san pham ciia nguoi khac biet hoa quan

tam, pha vo long trung thanh ciia khach hang doi voi nhan hieu san pham ciia DN

Cac DN khac biet hoa phai tap trung nhieu vao hoat dong truyen thong giao tilp dl cung

cap nhiing thong tin, tinh chat doi dao va su khac biet ve san pham ciia minh

Viec khac biet hoa san pham khong cho phep DN xem nhe van de chi phi, phkn chenh lech

gia phai lan hon chi phi bo sung de tao ra su khac biet ve san pham, dat miic chi phi tuong

duong hoac gan tuong duong voi cac doi thu canh tranh Vi vay, can phai giam chi phi o

nhiing phan nao khong lam anh huong den tinh khac biet ciia san ph4m

Cac cong nghe linh hoat moi cho phep cac hang theo duoi chien luge khac biet hoa san pham

6 chi phi Xhkp, tiic la ca dan dku vl chi phi va khac biet hoa san ph4m Cho phep hang thue

hien khac biet hoa san phkm dk san xuk nhilu san pham o miic chi phi co the so sanh dugc

voi nguoi dan dau ve chi phi

Mot each khac dl nha san xuk khac biet hoa san phkm co the thuc hien dugc lgi the theo

quy mo san xuk la tiln hanh tieu chuin hoa nhieu bg phan cau thanh sii dung trong san

pham cuoi ciing ciia no

Mot hang ciing co thi giam gia chi phi san xuk va marketing neu no han che so model

trong dong san phkm bing viec ban trgn goi cac "phuong an" san pham chii khong phai de

cho nguoi tieu dung quylt dinh hg can cac phuong an nao He thong luu kho kip thai ciing

CO thi giiip giam chi phi, cai thien chat lugng va do tin cay ciia san pham ciia DN

Theo duli chiln luge kit hgp la eo lgi nhat va cac DN nhanh chong tranh thii lgi the tu san

xuk mai, quan ly nguyen lieu va phuong phap marketing

2.5,3 Chien luac tap trung

Chiln luge tap trung khac voi hai chien luge tren chii yeu vi no dinh huong phuc vu nhu cau

ciia mot nhom hiiu ban nguoi tieu diing hoac doan thi truong DN theo duoi chien luge trgng

tam hoa chii trgng vao viec phuc vu mot doan thi truong cu the, doan do co the dugc xac

dinh theo tieu thiic dia ly, loai khach hang hoac mot nhanh ciia dong san pham Thong qua

hoac khac biet hoa san pham hoac chi phi thap Ve ban chat DN tap trung la mot nha khac

biet hoa san pham hoac nha dan dau ve chi phi

Mot dac diem niia la DN tap trung canh tranh voi nguoi khac biet hoa san pham chi trong

mot hoac mot so it doan thi truong phat trien chat lugng san pham khac biet hoa thanh cong

vi hg CO kien thiic chi ve mot tap hgp nho khach hang hoac ve khu vuc Hon niia, viec tap