quan tri chien delta va sm mba is 2009 5042
DESCRIPTION
Quan Tri Chien Delta Va Sm Mba is 2009 5TRANSCRIPT
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TS. NGUYN VN MINHi hc Ngoi thng
0983 118 [email protected]; [email protected]
H Ni, 2009
(C) NVM, 2006-2010Qun tr Chin lc1
QUN TR CHIN LC
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Ni dung
(C) NVM, 2006-2010Qun tr Chin lc2
Khi qut v chin lc kinh doanhCng c trong hoch nh chin lc Thit lp chin lc kinh doanh theo m hnh c in Thit lp chin lc kinh doanh theo m hnh Delta
Project, Balanced Scorecard v Bn chin lc (SM)
Trin khai vit n tt nghip.
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(C) NVM, 2006-2010Qun tr Chin lc3
Khi qut v chin lc kinh doanh
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Chin lc l g?
(C) NVM, 2006-2010Qun tr Chin lc4
Ba cu hi c bn:1. Chng ta ang u?2. Chng ta mun i u? 3. Lm th no i n ?
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Chin lc l g?
(C) NVM, 2006-2010Qun tr Chin lc5
Chin lc l vic xc nh con ng v phng tin vn dng t ti mc tiu (G.Ailleret).
Chin lc l ngh thut phi hp cc hnh ng v iu khin chng nhm t ti mc tiu di hn (G. Hirsch).
Chin lc kinh doanh l phc ha nhng qu o tin trin vng chc v lu di, sp t cc quyt nh v hnh ng tht chun xc (A. Charler).
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Chin lc con ng i n ch
(C) NVM, 2006-2010Qun tr Chin lc6
MC
TIU
DOANHNGHIP
Con ng
Nhim v 1
Nhim v 2
Nhim v 3
Nhim v 4
Cch i n mc tiu
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Chin lc l g?
(C) NVM, 2006-2010Qun tr Chin lc7
Chin lc: 1. Ch ra mc tiu ( di); 2. Vch con ng i n mc tiu; 3. iu phi ngun lc tin vng chc ti mc tiu.
V sao cn xy dng chin lc? Khng c mc tiu > i m khng bit i u? Khng c con ng - nh hng > lc li Khng c k hoch iu phi ngun lc -> khng
th i n ch
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(C) NVM, 2006-2010Qun tr Chin lc8
Phn cp cng tc Lp Chin lc trong mt Cng ty a dng ha
Chin lc Chung ca
Cng ty
Chin lc Kinh doanh
Chin lc Chc nng
Chin lc hot ng
Tc ng hai chiu
Tc ng hai chiu
Tc ng hai chiu
Cp lnh o Cng ty
Cp qun l theo Cng vic Kinh doanh
Cc nh qun l trc tip thc thi, hot ng
Cc nh qun l theo chc nng, nhim v
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(C) NVM, 2006-2010Qun tr Chin lc9
Phn cp cng tc Lp Chin lc trong mt Cng ty n Chc nng
Chin lc KInh doanh
Tc ng hai chiu
Tc ng hai chiu
Chin lc theo chc nng
Chin lc hot ng
Cc nh qun trcp iu hnh
Cc nh qun l trc tip thc thi, hot ng
Cc nh qun tr theo chc nng
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(C) NVM, 2006-2010Qun tr Chin lc10
Mng li lin kt cc S mnh, Mc tiu v Chin lc
Cp bc 1Cc nh qun trLnh o cng ty
Cp bc 2Cc nh qun liu hnh cng vicKinh doanh
Cp bc 3Cc nh qun l chc nng (cp Phng, ban)
Cp bc 4Gim c Nh my, Cc Gim st vin Cp bc thp hn
Mc tiu cpCng ty
S mnhTng qut
ca Cng ty
Chin lc cp Cng ty
Mc tiu Kinh doanh
S mnh kinh doanhChin lc
Chin lc Cp Kinh doanh
Mc tiuPhng, ban
S mnh Phng, ban
Chin lc Phng, ban
Mc tiu hot ng
S mnh hot ng
Chin lchot ng
Tc ng hai chiu Tc ng hai chiu Tc ng hai chiu
Tc ng hai chiu Tc ng hai chiu Tc ng hai chiu
Tc ng hai chiu Tc ng hai chiu Tc ng hai chiu
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Nm nhim v c bn trong Qun tr chin lc
(C) NVM, 2006-2010Qun tr Chin lc11
Pht trin S mnh v
Tm nhn
Lp ra ccMc tiu
Son thoChin lc
tMc tiu
ng dngThi hnh
Chin lc
Gim
st
nh giV
iu chnh
Xem li,Sa i
Xem li,Sa i
Ci thin/Thay i
Ci thin/Thay i
Phc hiNi dung
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(C) NVM, 2006-2010Qun tr Chin lc12
Cng c phn tch, hoch nh chin lc
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Vng Deming vng suy ngh
CHECK
ACTION PLAN
(C) NVM, 2006-2010 Qun tr Chin lc 13
DO
Chu trnh PDCA (DEMING)
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(C) NVM, 2006-2010Qun tr Chin lc14
Phn tch mi trng - PEST
MI TRNG V M
Nn kinh t ni chung
CNG TY
Cc nh cung ng
Cc lc lng Thay th
Ngi mua
Ngi mi Vo ngnh
Cc cng ty i th
MI TRNG NGNH V
MI TRNG CNH TRANH TRC TIP
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(C) NVM, 2006-2010Qun tr Chin lc15
Phn tch ngnh: cc vn chnh yu vmi trng ngnh v mi trng cnh tranh
Cc c im kinh t ni tri ca ngnh
Cc lc cnh tranh v im mnh ca tng th lc
Cc ng lc to thay i trong ngnh
Phn tch i thcnh tranh
Cc yu t thnh cng chnh
Kt lun: Tnh hp dn ca ngnh
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(C) NVM, 2006-2010Qun tr Chin lc16
Cu hi 1: Cc c im kinh t ni tri ca ngnh l g?
Kch c th trng v t l tng trng Quy m cnh tranh S i th cnh tranh v kch c tng i ca h Mc ph bin ca hai phng thc sp nhp: mua li cc cng ty cung ng (hu
hng) hoc mua li cc cng ty phn phi (tin hng) Cc ro cn gia nhp/ rt lui khi ngnh Bn cht v tc thay i cng ngh c im sn phm v c im khch hng Hiu qu kinh t do thay i quy m v hiu ng ng cong kinh nghim Vic s dng nng lc v cc i hi ngun lc Tnh d sinh li ca ngnh.
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(C) NVM, 2006-2010Qun tr Chin lc17
Cu hi 2: Tnh hnh cnh tranh nh th no v cc lc cnh tranh mnh yu ra sao?
Xc nh
Cc ngun lc cnh tranh chnh Sc mnh ca cc th lc ny
Cng c phn tch chnh
M hnh Cnh tranh Nm Th lc
Mc tiu
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(C) NVM, 2006-2010Qun tr Chin lc18
Phn tch cnh tranh ngnh: M hnh Cnh tranh Nm th lc (M. Porter)
Sn phm Thay th(ca cc cng ty
cc ngnh khc)
Nhng nh cung ng cc
khon u vo chnh
Ngi mua
Cc cng ty mic th gia nhp ngnh
Cnh tranhgia
cc cng ty bn
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(C) NVM, 2006-2010Qun tr Chin lc19
Cu hi 3: Cc Th lc no ang Thay i iu kin, Tnh hnh Ngnh?
Tnh hnh cc ngnh thay i v c cc th lc ang iu khin cc cng ty tham gia trong ngnh thay i hnh ng ca mnh
Cc th lc tc ng l nguyn nhn c bn lm thay i tnh hnh ngnh v tnh hnh cnh tranh
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(C) NVM, 2006-2010Qun tr Chin lc20
Cc Loi Th lc Tc ng Thng thng
Internet v cc c hi thng mi in t
Ngnh kinh doanh cng lc cng c ton cu ha
Thay i trong t l tng trng lu di ca ngnh
Thay i v ngi mua sn phm v cch h s dng sn phm
Sng to sn phm mi
Sng kin thay i cng ngh, sng kin ci tin qu trnh
Sng kin tip th
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(C) NVM, 2006-2010Qun tr Chin lc21
S gia nhp hoc rt lui ca cc cng ty quan trng Ph bin kin thc k thut Thay i v chi ph v hiu sut Chuyn hng trn th trng t cc sn phm chun ha n cc sn phm
khc bit (hoc ngc li) Cc chnh sch qun l/ php ch ca nh Cc mi quan ngi x hi, thi v cch sng khng ngng thay i Bin i trong tnh chc chn v nguy c
Cc loi hnh th lc tc ng cnh tranh ph bin
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(C) NVM, 2006-2010Qun tr Chin lc22
Cu hi 4: Cc cng ty no ang v th mnh/ yu nht?
Mt k xo dng ch r v th cnh tranh khc nhau ca cc i th trong ngnh l lp s nhm chin lc
Mt nhm chin lc bao gm cc i th c cc phng php cnh tranh tng t nhau trong cng mt ngnh
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(C) NVM, 2006-2010Qun tr Chin lc23
Tin trnh xy dng s nhm chin lc
BC 1: Xc nh cc c im cnh tranh gip phn bit cc cng ty cng ngnh
BC 2: Xc nh v tr cho cc cng ty trn mt th hai chiu (hai bin thin), s dng cc cp c im phn bit k trn
BC 3: Phn b cc cng ty nm cc khong cn nhau trn s vo cng mt nhm chin lc
BC 4: Khoanh trn quanh mi nhm, cc vng trn khoanh vng phi t l thun vi t l doanh s ca nhm so vi tng doanh s ngnh.
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(C) NVM, 2006-2010Qun tr Chin lc24
V d. S Nhm ca Ngnh Tr chi in tC
c lo
i k
nh
phn
ph
i/ c
ung
ng
tr
ch
i i
n t
Tng chi ph ngi chi phi chu
Thp (Thit b chy
bng xu)
Trung bnh (Chi ph cho ngi
chi: $100-$300)
Cao (Chi bng my tnh c
nhn PC)
Thp (Thit b chy
bng xu)
Thp (Thit b chy
bng xu)
Thp (Thit b chy
bng xu)
Thp (Thit b chy
bng xu)
Sony, Sega, Nintendo, v mt
s cc nh cung cp khc
Cc trung tm in t Cc nh xut
bn tr chi in t trn a
CD-ROMs
MSN Gaming Zone, Pogo.com, America
Online, HEAT, Engage, Oceanline, TEN
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(C) NVM, 2006-2010Qun tr Chin lc25
Cu hi 5: Cc bc chin lc tip theo ca i th l g?
Cc bin php chin lc tt nht ca mt cng ty chu nh hng ca: Cc chin lc hin thi ca cc i th cnh tranh
Cc bc hnh ng tng lai ca i th
Xc nh c trng ca cc i th chnh, trong bao gm vic thu thp kin thc cnh tranh v
Cc chin lc hin thi
Cc bc chin lc gn y nht
Cc u, khuyt v ngun lc
Cc k hoch c cng b
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(C) NVM, 2006-2010Qun tr Chin lc26
Phn tch i th cnh tranh
Cc nh chin lc thnh cng lun nm gai nm mt theo st cc i th cnh tranh :
Hiu thu cc chin lc ca h Theo di hnh ng ca i th nh gi nguy c d b tn hi ca cng ty i th trc cc th lc tc ng
cnh tranh v cc p lc cnh tranh Xc nh cc u, khuyt im v ngun lc v cc nng lc ca cng ty i th C gng d on trc bc hnh ng tip theo ca i th
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(C) NVM, 2006-2010Qun tr Chin lc27
Bng 3.3: Phn loi mc tiuv Chin lc ca cc i th Cnh tranh
Phm vi cnh tranh
Mc ch chin lc
Mc tiu thphn
V th cnh tranh
Lp trng chin lc
Chin lc cnh tranh
a phng Dn u chi
phi thtrng
Khng ngng mrng th trng bao ph bng cch mua li cng ty & tng trng bng ni lc
Lun trn ln mnh hn
Ch yu tn cng
Khu vc Ginh v tr
dn u thtrng
c gi kin c
Ch yu phng th
Quc gia Nm trong s
nhng cng ty dn u
M rng bng cch tng trng bng ni lc
Mc kt gia cc quc gia khc
Kt hp tn cng & phng th
a quc gia Nm trong top10
cc cng ty dn u
M rng bng cch mua li cc cng ty khc
Theo ui mt v th khc
Chp nhn ri ro n cng
Ton cu Tng ln mt bc
trong bng xp hng
Bo v th phn ang nm gi
Cht vt xoay x; mt v th
Thn trng ty c ng bin
Gi nguyn vtr hin ti
T b th phn hin ti thu c li nhun ngn hn
C gng ginh v th khc c th bo vcTn ti c
N lc vn n s lnh o tit kim chi ph
Tp trung vo thtrng ngch
Theo ui phng php khc bit ha sn phm da vo:
Cht lngDch vu vic v cng
nghQuy m dng sn
phm Hnh nh & danh
tingMang li nhiu
gi tr hn cho ngi mua
Cc c tnh khch
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(C) NVM, 2006-2010Qun tr Chin lc28
D on cc bc chin lc ca i th
D on cc bc hnh ng chin lc sp n ca i th bao gm cc vic: Phn tch v th cnh tranh hin thi ca i th Xem xt, nghin cu cc tuyn b cng khai v nhng yu t cn thit
thnh cng trong ngnh
Thu thp thng tin t cc knh thng tin hnh lang v cc hot ng hin ti v cc thay i c th xy ra
Nghin cu cc hnh ng v s lnh o trong qu kh Xc nh cng ty no vn c th linh ng thc hin nhng thay i
chin lc ln quan trng v i th no mc kt vo qu trnh theo ui cng mt chin lc cn bn khng i
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(C) NVM, 2006-2010Qun tr Chin lc29
Cu hi 6: Cc yu t chnh cnh tranh thnh cng l g?
Cc yu t cnh tranh c nh hng mnh nht n kh nng thnh cng ca mi cng ty thnh vin trong ngnh:
Cc yu t chin lc c th Cc c tnh sn phm Cc ngun lc Cc kh nng Cc nng lc cnh tranh
Cu trc Kin thc v K nng (KSF) ch ra khc bit gia Li v l Thnh cng hay tht bi cnh tranh
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(C) NVM, 2006-2010Qun tr Chin lc30
Nhn bit cc yu t thnh cng chnh
Tr li ba cu hi nh ngha chnh xc Cu trc Kin thc v K nng KSFs Khch hng chn cc thng hiu hoc ngi bn da trn c s no? cnh tranh thnh cng, ngi bn cn c cc ngun lc v nng lc cnh
tranh g? t c u th cnh tranh lu di, ngi n cn nhng g?
KSFs bao gm 3 - 5 yu t quan trng quyt nh thnh cng ti chnh v thnh cng cnh tranh trong ngnh
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(C) NVM, 2006-2010Qun tr Chin lc31
Cc loi yu t thnh cng ph bin
Lin quan n phn phi
Lin quan n cng tc tip th
Lin quan n knng
Nng lc t chc
Cc loi yu tt khc
Lin quan n cng ngh
Lin quan n sn xut
Kh nng nghin cu khoa hc; Nng lc sng kin sn phm; Nng lc chuyn mn trong mt cng ngh c th; Kh nng dng Internet thc hin cc hot ng kinh doanh a dng
Hiu qu sn xut chi ph thp; Cht lng sn xut; Mc s dng cc ti sn c nh; V tr nh my t tn chi ph; Nng sut lao ng cao; Thit k sn phm chi ph thp; Flexibility to make a range of products
Lin kt mng li cht ch vi cc nh phn phi bn s/ trung gian kinh doanh; Ginh c nhiu ch trn k bn ca ngi bn l; S hu cc im bn l ring ca cng ty; Chi ph phn phi thp; Giao chuyn hng nhanh
H tr k thut nhanh v chnh xc; Dch v khch hng lch s; p ng n t hng chnh xc; Quy m dng sn phm rng; K nng bun bn; Phong cch li cun; Bo hnh; Qung co thng minh
Ti nng nhn lc u tt; Chuyn mn qun l cht lng tt; K nng thit k tt; Chuyn mn v mt cng ngh c th; Kh nng pht trin cc sng phm sng to; Khnng nhanh chng a sn phm mi ra th trng
H thng thng tin cht lng; Kh nng phn ng nhanh trc tnh hnh th trng lun bin i; Kh nng p dng Internet hiu qu vo cng vic kinh doanh; Nhiu kinh nghim v kin thc qun l hn
Hnh nh/ danh ting gy cm tnh vi ngi mua; Chi ph thp; V tr thun li; Nhn vin d chu, lch s; C vn ti chnh; Bo h bng sng ch
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(C) NVM, 2006-2010Qun tr Chin lc32
Cu hi 7: Ngnh kinh doanh ny c hp dn hay khng?
Pht trin cc kt lun v tnh hp dn ca ngnh v ca mi trng cnh tranh kim li nhun c trong thi gian ngn ln v lu di
Mc tiu
Nguyn tc
Mt cng ty hot ng tt trong mt ngnh khng hp dn, trong mt vi trng hp nht nh,
vn c th to ra cc khon li nhun ln bt thng
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(C) NVM, 2006-2010Qun tr Chin lc33
Nhng vn cn tnh nkhi nh gi tnh hp dn ca ngnh
Kch c th trng ca ngnh v tim nng tng trng Tnh hnh cnh tranh hin ti c kh nng dn n tng/ gim kh nng sinh li ca
ngnh hay khng Cc th lc tc ng cnh tranh c tr nn yu hn hay mnh hn khng Tnh hnh ngnh c b cc th lc tc ng th trng nh hng thun li hay bt
li g khng Kh nng gia nhp/ rt lui ca cc cng ty quan trng Tnh n nh / ng tin cy ca nhu cu Tnh nghim trng ca cc vn ngnh ang i mt Mc ri ro v khng chc chn v tng lai ca ngnh
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(C) NVM, 2006-2010Qun tr Chin lc34
Phn tch v Suy ngh Chin lc dn n la chn chin lc ph hp
1. Cc c im kinh t ni tri ca ngnh2. Cc lc cnh tranh trong ngnh3. Cc ng lc to thay i trong ngnh4. V th cnh tranh ca i th5. Cc bin php cnh tranh ca i th6. Cc yu t thnh cng chnh yu7. Kt lun v tnh hp dn ca ngnh kinh doanh
ni chung
c nh tnh hnh ngnh v tnh hnh cnh tranh
1. nh gi chin lc hin thi ca cng ty2. Cc mt mnh, yu v ngun lc, cc c hi th trng
v cc nguy c e da t bn ngoi3. Chi ph ca cng ty so vi cc i th4. vng chc ca v th cnh tranh ca cng ty 5. Cc vn chin lc cn phi c gii quyt
c nh tnh hnh cng ty
Xc nh cc la
chn chin lc cho cng ty
La chn Chin
lc tt nht cho cng ty
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Phn tch SWOT
im mnh (STRENGTH) im yu (WEAKNESS)
C hi (OPPORTUNI
TY)
Phi hp O-S:Nhm s dng cc mt mnh
khai thc c hi
(1) Chin lc tn cng tch cc
Ngi lnh o
Phi hp O-W:Nhm tranh th c hi khc
phc im yu
(2) Chin lc gin on
Ngi thch thc
Thch thc (THREAT)
Phi hp T-S:S dng mt mnh i ph thch
thc.
(3) Chin lc to s khc bit
Ngi thnh cng th trngngch
Phi hp T-W:C gng gim thiu cc mt
yu v trnh c thchthc.
(4) Chin lc phng th hocrt lui
Ngi theo sau
(C) NVM, 2006-2010 Qun tr Chin lc 35
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Kt hp SWOT vi PEST
(C) NVM, 2006-2010Qun tr Chin lc36
-
Phn tch chui gi tr
(C) NVM, 2006-2010Qun tr Chin lc37
C s h tng
Ngun nhn lc
Trnh pht trin cng ngh
Bo m k thut nguyn vt liu
R&D Thit k Sn xut Phn phi Chm sc sau bn hng
Cc hot ng ph tr
Cc hot ng chnh
-
(C) NVM, 2006-2010Qun tr Chin lc38
Hoch nh chin lc theo m hnh cin
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(C) NVM, 2006-2010Qun tr Chin lc39
M hnh cn bn ca qun tr chin lc
1
2
3
4
Nghin cu ton din mi trng
Hnh thnh chin lc
Thc thi chin lc
nh gi & kim sot
Xem xt tnh hnh ngoi cnh & ni b s dng php phn tch SWOT
S mnh, Tm nhn,Mc tiu,
Chin lc, Chnh sch
Chng trnh, Ngn sch, Quy trnh
Hiu qu
Phn hi
-
(C) NVM, 2006-2010Qun tr Chin lc40
Nghin cu ton din mi trng
Ngoi cnh
Ni b
Mi trng x hi(Cc th lc chung)
Mi trng hot ng (Phn tch ngnh)
C cu(H thng cp bc)
Vn ha(Nim tin, mong i, gi tr)
Ngun lc (Ti sn, k nng, nng lc, kin thc)
M HNH QUN TR CHIN LC
Phn hi/ Bi hc kinh nghim
-
(C) NVM, 2006-2010Qun tr Chin lc41
Hnh thnh Chin lc
Chnh sch
S mnh
Mc tiu
Chin lc
L do tn ti
t c kt qu g vo thi im no
K hoch t c S mnh & Mc tiu
Cc nguyn tc ch o chung ra quyt nh trong khi thc hin
Phn hi/ Bi hc kinh nghim
-
(C) NVM, 2006-2010Qun tr Chin lc42
Thc thi chin lc
Chng trnh
Ngn sch
Chu trnh
Cc hot ng cn thit hon thnh k hoch
Chi ph chng trnh
Din bin cc bc cn lm thc hin cng vic
nh gi & Kim sot
Thi hnhKt qu thc t
Phn hi/ Bi hc kinh nghim
-
(C) NVM, 2006-2010Qun tr Chin lc43
Qu trnh a ra quyt nh Chin lc
1
1b
2
4a
nh gi kt qu hot ng hin ti
Kim tra & nh gi:S mnh, Mc tiu, Phm vi kinh doanh, nng
lc ct li, th trng mc tiu,Chin lc, Chnh sch, k hoch hin ti
Xem li s iu hnh cng ty:Ban gim c, Cc nh qun tr cp cao
Xem xt ton din & nh gi mi trng ni bCu trc, Vn ha, Ngun lc
Xem xt ton din v nh gi Mi trng Ngoi cnh: Mi trng x
hi, Mi trng hot ng
Phn tch cc yu t ni b:u & Khuyt
Phn tch cc yu t ngoi cnh:C hi & Nguy c e daChn cc yu t chin lc
da trn tnh hnh hin ti
4b
3a
3b5a
Bc 1-6 :Hnh thnh chin lc
-
(C) NVM, 2006-2010Qun tr Chin lc44
5b
6a
6b
7
a ra & nh gi cc la chn chin lc
La chn & tin c La chn chin lc ti u
Thc thi chin lc:Chng trnh, Ngn sch, Chu trnh
nh gi & Kim sot
Xem li & sa i;S mnh, Mc tiu, phm vi kinh doanh,
th trng mc tiu, nng lc ct li
8
Bc 7:Thc thi
Bc 8:nh gi & Kim sot
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Lm th no xc nh mc tiu
(C) NVM, 2006-2010Qun tr Chin lc45
S mng (mission) l mc tiu lu di, th hin trit l kinh doanh (l sng), ngha tn ti ca DN
Mun xc nh s mng hy t cu hi: Chng ta tn ti v l g? Chng ta mun to c gi tr g cho khch hng? Chng ta mun ng gp g cho s pht trin chung ca
cng ng?
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Lm th no xc nh mc tiu v hnh thnh chin lc?
(C) NVM, 2006-2010Qun tr Chin lc46
iu kin bn trong
iu kin bn ngoi
Phn tch Tnh hnh
Trit l kinh doanh
Vn ha kinh doanh
Ngun lc:-Lao ng-Vn-Ti nguyn-Tri thc-Ti nng KD
Th trng:Ngi bnNgi muai th cnh tranhi tc
V m:Kinh tChnh trX hiMi trng
Xc nh mc tiu ra nhim v
Hnh thnh chin lc
Lp k hoch
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Hnh thnh chin lc
(C) NVM, 2006-2010Qun tr Chin lc47
Chin lc pht trin chung Pht trin su
Thm nhp su hn vo th trng M rng th trng Ci tin sn phm.
Pht trin rng a dng ha ng tm
Pht trin thm lp khch hng mi a dng ha ngang
Pht trin nhng dng SP khc a dng ha rng
Pht trin lnh vc khc.
-
Hnh thnh chin lc
(C) NVM, 2006-2010Qun tr Chin lc48
Chin lc hp nht Hp nht v pha sau Hp nht v pha trc Hp nht ngang
DOANH NGHIP NH PHN PHINH CUNG NG
I THCNH TRANH
-
La chn chin lc
Ma trn Tng trng ln th trng
LN TH TRNG
KH NNG TNG
TRNG
Cao Thp
Cao STAR QUESTION MARKS
Thp CASH COWS
DOGS
(C) NVM, 2006-2010 Qun tr Chin lc 49
-
La chn chin lc
Ma trn Sn phm th trng
TH TRNG
SN PHM
c Mi
c Hon thin th trng
Pht trin th trng
Mi Pht trin sn phm
Pht trin SP, th trng
(C) NVM, 2006-2010 Qun tr Chin lc 50
-
Chin lc c in
La chn li th cnh tranh
MC CH CHIN LC
LI TH CHIN LC
Li th v sn phm
Li th v chi ph
Ton b th trng
KHC BIT HA
CHI PH THP
Th trng ngch
TH TRNG NGCH
(C) NVM, 2006-2010 Qun tr Chin lc 51
-
(C) NVM, 2006-2010Qun tr Chin lc52
Phn loi mc tiuv Chin lc ca cc i th Cnh tranh
Phm vi cnh tranh
Mc ch chin lc
Mc tiu thphn
V th cnh tranh
Lp trng chin lc
Chin lc cnh tranh
a phng Dn u chi
phi thtrng
Khng ngng mrng th trng bao ph bng cch mua li cng ty & tng trng bng ni lc
Lun trn ln mnh hn
Ch yu tn cng
Khu vc Ginh v tr
dn u thtrng
c gi kin c
Ch yu phng th
Quc gia Nm trong s
nhng cng ty dn u
M rng bng cch tng trng bng ni lc
Mc kt gia cc quc gia khc
Kt hp tn cng & phng th
a quc gia Nm trong top10
cc cng ty dn u
M rng bng cch mua li cc cng ty khc
Theo ui mt v th khc
Chp nhn ri ro n cng
Ton cu Tng ln mt bc
trong bng xp hng
Bo v th phn ang nm gi
Cht vt xoay x; mt v th
Thn trng ty c ng bin
Gi nguyn vtr hin ti
T b th phn hin ti thu c li nhun ngn hn
C gng ginh v th khc c th bo vcTn ti c
N lc vn n s lnh o tit kim chi ph
Tp trung vo thtrng ngch
Theo ui phng php khc bit ha sn phm da vo:
Cht lngDch vu vic v cng
nghQuy m dng sn
phm Hnh nh & danh
tingMang li nhiu
gi tr hn cho ngi mua
Cc c tnh khch
-
Lp k hoch thc hin
(C) NVM, 2006-2010Qun tr Chin lc53
Tr li cc cu hi c bn (5W1H)1. Lm g?
2. Ai lm?
3. Lm khi no hon thnh?
4. Chi ph bao nhiu?
5. Lm th no nh gi kt qu?
-
Lp k hoch hnh ng
(C) NVM, 2006-2010Qun tr Chin lc54
Lm g Thi gian thc hin
Ai lm Chi ph d kin
Ngi kim sot
Pht trin sn phm
Chnh sch gi
Hot ng phn phi
Xc tin bn hng
-
T chc thc hin
(C) NVM, 2006-2010Qun tr Chin lc55
Cc cng c chnh: Ban hnh chnh sch, ch trng Xc nh cch thc hin Qui trnh ha cng vic Ban hnh qui ch, ni qui, nguyn tc D tr kinh ph Thng qua ngn sch.
-
Kim tra, iu chnh
(C) NVM, 2006-2010Qun tr Chin lc56
Ta mun t c ci g?
Qui trnh kim tra
lm c g
Ti sao nh vy?
Cn lm g iu chnh
-
(C) NVM, 2006-2010Qun tr Chin lc57
Hoch nh chin lc theo m hnh Delta Project v Bn chin lc
-
Kh khn ca m hnh c in
(C) NVM, 2006-2010Qun tr Chin lc58
Tm s khc bit u? Lm th no to c s khc bit? Lm sao s khc bit ph hp vi yu cu ca th
trng? Lm th no s khc bit pht huy c ni lc ca
doanh nghip?
Ni lc Khc bit ha Th trng?
-
Dng g phn tch ni lc? Dng cng c g phn tch ni lc cho ph hp vi s la chn khc bit? Bn chin lc vi 4 quan im cn bng: Balanced Scorecard
(C) NVM, 2006-2010 Qun tr Chin lc 59
TI CHNH
KHCH HNG QUI TRNH NI B
NNG LCHC HI V PHT TRIN
S MNHCHIN LC
-
T cn bng (Balance) sang phiu ghi im (Scorecard)
Tm nhn, s mnh, mc tiu, nng lc ct li
TI CHNHKHCH HNG
QUY TRNH KINH DOANHHC TP & PHT TRIN
CHIN LC KINH DOANH(4 chin lc = 4 im cn bng MC TIU CHIN LC
KPI o lng mc t mc tiu
Gi cn bng
Chuyn sang Phiu ghi im
Chia mc tiu kinh doanh thnh tng phnCa Scorecard
Chin lc hng ngoi Chin lc hng ni
-
Bn cht ca BSCQuan im ti chnh t c tm nhn, s mnh, mc tiu DN s phi quan tm n cc li ch lin quan ti ti chnh nh th no? KPI?
Quan im khch hng t c mc tiu ti chnh DN cn quan tm n khch hng nh th no? KPI?
Quan im quy trnh kinh doanh ni b tha mn khch hng quy trnh ni b, KPI ?
Quan im hc tp & pht trin vn hnh qui trnh ni b hiu qu, phi tng cng hc tp v pht trin nh th no? KPI?
Tm nhn, s mnh,Mc tiu
-
S dng BSC v KPI nh gi mc hon thnh mc tiu kinh doanh
Tm nhn, s mnh
Mc tiu kinh doanh(KPI)
Mc tiu phng/ban/nhm
Mc tiu c nhn
Chin lc cng ty
Bn chin lc SM
Phn tch qui trnh kinh doanh
Phn tch cng vic
M t cng vic
Quan imBalancedScorecard
Pht trin nng lc nh gi
HRD Kin thc, thi , k nng KAS HRM Lng, thng
QUN L
-
S kt hp KPIS mnh, tm nhn
Mc tiu kinh doanhca Doanh nghip, KPI
KPI mc tiuB phn/c nhn
Ti chnh
Khch hng
Quy trnh
Hc hi, PT
KPI C bnB phn/c nhn
Ghi chp cng vic
P D C A 5 M
Ti chnh
Khch hng
Quy trnh
Hc hi, PT
So snh
Tng hp KPI:4 gc
Hon thin m t cng vic
nh gio to
-
(C) NVM, 2006-2010Qun tr Chin lc64
4 quan im cn bngTi chnh, Khch hng, Qu trnh ni b, Hc hi & Tng trng
Lch trnh chin lc cho qu trnh thch ng
M hnh Delta
Bn chin lc
Cc thnh phn c nh vo h thng
Sn phm tt nhtCc gii php khch
hnh ton dinS mnh kinh doanh
Xc nh v tr cnh tranh C cu ngnh
Cng vic kinh doanhLch chin lc
i mi, ci tin Hiu qu hot ng
Xc nh khch hng mc tiu
Ma trn kt hp v ma trn hnh ct
Th nghim v Phn hi
-
S khc bit c th c u?
Tam gic la chn s khc bit
Tam gic la chn
Chin lc
(C) NVM, 2006-2010 Qun tr Chin lc 65
Cc thnh phn c nh vo h thng
Gii php khch hng ton din Sn phm tt nht
-
S khc bit c th c u?
Tam gic la chn s khc bit
Tam gic la chn
Chin lc
EDS MCI worldCom Nucor
Intel
(C) NVM, 2006-2010 Qun tr Chin lc 66
Cc thnh phn c nh vo h thng
Gii php khch hng ton din Sn phm tt nht
Microsoft
Yellow Pages Visa/MasterCard
Satum Southwest Airlines
-
Cc u tin trong qu trnh thch ng mi v tr chin lc. nh v chin lc
(C) NVM, 2006-2010Qun tr Chin lc67
Qu trnh thch
ng
Sn phm tt nht Cc gii php khch hng Ni b h thng
Chi ph sn phm tt nht
B sung hon chnh h thng mc tiu
Chia nhm khch hng mc tiu v ch to theo
nhu cu tng nhm
Cc knh phn phi mc tiu
Ci tin, i mi sn phm
Ci tin dch v khch hng
Ci tin kin trc h thng
Cc li ch tt nht cho khch hng
Hiu qu hot ng h thng tt nht
Kinh t hc sn phm Kinh t hc Khch hng Kinh t hc h thng
Hiu qu hot ng
Chn khch hng mc tiu
Ci tin
-
(C) NVM, 2006-2010Qun tr Chin lc68
Dng Bn chin lc phn tch ni lc
-
Gc hc tp v pht trin
(C) NVM, 2006-2010Qun tr Chin lc69
-
Gc ni b
(C) NVM, 2006-2010Qun tr Chin lc70
-
Gc khch hng
(C) NVM, 2006-2010Qun tr Chin lc71
-
Gc ti chnh
(C) NVM, 2006-2010Qun tr Chin lc72
Gi tr c ng di hn
Chin lc nng sut Chin lc pht trin
Ci thin kt cu chi ph Tng s dng ti sn
M rng c hi thu nhp Tng gi tr khch hng
GC TI CHNH
GC KHCH HNG
Gi c Cht lng Tnh sn c La chn Tnh nng Dch v Nhn hiu
Mi quan h Hnh nh
GC NI B
Cc quy trnh qun l hot ng
Cc quy trnh sn xut v chyn giao sn phm/dch v
- Ngun cung cp- Sn sut
Phn phi
Cc quy trnh qun l khch hng
Cc quy trnh lm tng gi tr khch
hng
- La chn- C c
khchhng- Kh nng gi chn
Cc quy trnh i mi
Cc quy trnh to ra sn phm v dch
v mi
- Danh mc c hi- u t R&D- Thit k
Cc quy trnh iu chnh v x hi
Cc quy trnh ci thin cng ng v
mi trng
- Mi trng- An ton v
sckhoVic lm
-
Bn chin lc
(C) NVM, 2006-2010Qun tr Chin lc73
-
2. Khch hng
1. Ti chnh
3. Quy trnh kinh doanh(H tr/ cng ngh
/ b quyt)
4. Hc hi v pht trin /HR (Nng lc v vn
ha t chc)
S CHIN LCMu 4
-
Thc hnh BSC 12
06/12/2013(C) NVM, 201075
THNG TIN CHUNG V DOANH NGHIP
1 S mnh
2 Tm nhn
3 Phng chm hot ng4 Phm vi kinh doanh
5 Nng lc ct li
6 Mc tiu di hn
7 Mc tiu ngn hn
THNG TIN B SUNG8 Ti chnh
9 Khch hng
10 Quy trnh
11 Hc hi & pht trin
-
Thc hnh 13
06/12/2013(C) NVM, 201076
THNG TIN CHUNG V DOANH NGHIP PHN TCH L TRNH KINH DOANH
Tn cng ty
Sn
phm
/ dc
h vbbbbb
Tm nhn:S mnh:
Mc
tiu
ki
nh
doan
hNgn hn:Trung hn:Di hn:
Phn tch mi trng kinh doanh:
Quy m th trng
SWOT TNG TH TNG HP SWOT
iM MNH V TNG THiM YU V TNG
THGii php kt hp im mnh v
c hi TNG THGii php kt hp im mnh v thch
thc TNG THS1 W1 S1-O1 S1-T1S2 W2 S1-O2 S1-T2S3 W3 S1-O3 S1-T3S4 W4 . .
. . CFS: Yu t thnh cng chnhCFS: Yu t thnh cng chnh
. .
C HI V TNG THTHCH THC V TNG
THGii php kt hp im yu v c
hi TNG THGii php kt hp im yu v thch thc
TNG THO1 T1 W1-O1 W1-T1O2 T2 W1-O2 W1-T2O3 T3 W1-O3 W1-T3O4 T4 . .
. . CFS: Yu t thnh cng chnhCFS: Yu t thnh cng chnh
. .
-
Phiu ghi im cn bng
(C) NVM, 2006-2010Qun tr Chin lc77
-
06/12/2013(C) NVM, 201078
S chin lc, SKGI, KFS, KPI cng ty v k hoch hnh ng
Trin khai t S chin lc ti Mc tiu chin lc (SKGI) ti Yu t thnh cng chnh (KFS) ti Ch s hiu sut v mc tiu nh lng (KPI) v K hoch hnh ngS chin lc (trin vng)
Strategic Key Goal Indicator (SKGI: ch s mc tiu chin lc chnh)
Key Factor of Success (KFS: nhn t thnh cng chnh)
Key Performance Indicator (KPI: ch s kt qu chnh
KPI mc tiu (Mc tiu nh lng)
B phn thc hin
K hoch hnh ng
1 Ti chnh
2 Khch hng
3 Quy trnh kinh doanh4 Hc hi v pht trin
Thc hnh 15
-
06/12/2013(C) NVM, 201079
Khai trin KPI t SKGI n KPI c nhnSKGI & KPI cng ty Trin khai KPI
SKGI KPI cng ty KPI phng KPI b phn KPI i/nhm KPI c nhn
1)Ti chnhHng mc (Chtiu KPI)
Mc tiu nh lng
Hng mc
Mc tiu
Hng mc Mc tiu
Hng mc
Mc tiu
Hng mc Mc tiu
2) Khch hngHng mc (Chtiu KPI)
Mc tiu nh lng
3) Quy trnh/ hot ng kinh doanh ni b
Hng mc (Chtiu KPI)
Mc tiu nh lng
4) Hc tp & pht trinHng mc (Chtiu KPI)
Mc tiu nh lng
Thc hnh 16
-
Thc hnh 2 V s dng chy- V s tng qut cc dng chy vt cht, thng tin, ti chnh ti doanh nghip bn theo mu.
(C) NVM, H Ni 2008-2009
Supply Chain Management80
Thtrng cung ng
Khch hng
Hot ng
- Mua nguyn vt liu
- Tchc lp rp
- Chuyn n cc i l
- Bn hng
Tiu dng
n v P. Vt t Nh my i l Ca hng
Dng vt chtDng tinDng thng tin
Cungng
Sn xut
Phn phi
Tiu th
-
Tho lun
(C) NVM, 2006-2010Qun tr Chin lc81
Trao i kinh nghim vi hc vin. Mt s chin lc thng dng t thc
t. Gii thiu bi phn tch chin lc theo
m hnh Delta v Strategy Map ca TCT Vinaconex.
-
(C) NVM, 2006-2010Qun tr Chin lc82
Hng dn lm tiu lun
-
Yu cu ca tiu lun
(C) NVM, 2006-2010Qun tr Chin lc83
S dng 2 m hnh chin lc: M Hnh D n Delta v Khung S Chin Lc, xem xt, kho st c ph phn, phn bin quy trnh qun tr chin lc ca mt doanh nghip m bn hiu bit v quen thuc. 1. S dng cc m hnh nu trnh by mt cch c th v cc
vn hin ti trong chin lc ca doanh nghip, bao gm : tm nhn, s mnh, cc nng lc ct li, tnh cnh tranh ca ngnh, yu tct yu to nn thnh cng, qu trnh p dng, thc hin v nh gi kt qu ca doanh nghip.
2. Tp trung bn lun v cc nguyn l qun tr chin lc v cc ng dng ca chng m bn cho rng t chc s dng.
3. M t t chc cn thay i chin luc qun tr chin lc (nu c) ca mnh nh th no t c thnh cng.
Hc vin cng c th s dng thng tin t cc cuc phng vn cc nh qun l ca nhiu b phn chc nng khc nhau, tng hp cc bo co thng nin, cc ti liu v vn bn khc c cp chi tit v hot ng ca doanh nghip.
-
Cu trc ca tiu lun
(C) NVM, 2006-2010Qun tr Chin lc84
Trang ba (theo qui nh, xem mu) Trang tn ti Li cm n Tm tt nghin cu Mc lc Phn m u Tng quan l thuyt Phng php nghin cu Kt qu nghin cu Bnh lun xut Kt lun Danh mc ti liu tham kho Ph lc
-
TN TI (theo mu)
(C) NVM, 2006-2010Qun tr Chin lc85
Trang tn ti phi bao gm cc phn sau: Tn ca bo co: mc d tn ca bo co l mt vn
mang tnh c nhn nhng n nn phn nh c vn nghin cu;
Tn hc vin Tn kho hc v thng/ nm np bo co Tn ti phi c i tng hoc mc tiu nghin
cu.
-
LI CM N
(C) NVM, 2006-2010Qun tr Chin lc86
Trong phn ny, s gip ca bt k ai u cghi nhn v cm n. Trang ny mang tnh t chncao.
-
PHN TM TT
(C) NVM, 2006-2010Qun tr Chin lc87
Mc d c vit sau cng, nhng phn tm tt c t phn u ca bo co. S trnh by trc mt cch ngn gn, sc tch bo co trn c s thng tin t cc phn khc ca bo co.
Cc vn phn tm tt cn c l: Mt s thng tin c s/ khi qut Cc l do quan trng ca bo co Trnh by s lc cc phng php nghin cu c
s dng Tm tt cc kt qu nghin cu Trnh by s lc cc kt lun v khuyn ngh.
-
PHN M U
(C) NVM, 2006-2010Qun tr Chin lc88
L do chn ti i tng nghin cu Mc ch nghin cu Nhim v nghin cu Cu hi nghin cu Tnh hnh nghin cu Gii thiu b cc ca tiu lun.
-
Con ng n ch
(C) NVM, 2006-2010Qun tr Chin lc89
I TNGNGHIN CU
NHIM V1
NHIM V2
NHIM V3
MCCH
Phng php
-
TNG QUAN L THUYT
(C) NVM, 2006-2010Qun tr Chin lc90
Nu cc vn l thuyt lin quan n i tng nghin cu: Lch s ca vn Cc khi nim Hng tip cn Cng c s s dng trong nghin cu Mt s c im ring.
-
PHNG PHP NGHIN CU
(C) NVM, 2006-2010Qun tr Chin lc91
M t cc phng php, phng thc v ti liu nghin cu c s dng trong tiu lun nghin cu, v d: qun th v mu c chn, k thut chn mu, a im, ti liu c s dng
Bng cu hi/ phng vn; phng thc c la chn cho nghin cu
S liu c phn tch nh th no? v d: k thut phn tch no c s dng?
Nhng kh khn/ hn ch no gp phi trong qu trnh nghin cu.
Phng php tng ng vi nhim v.
-
KT QU/ BNH LUN/ XUT
(C) NVM, 2006-2010Qun tr Chin lc92
Phn ny lin quan n vic trnh by nhng kt qunghin cu quan trng nht cng vi s gii thch v bnh lun chng. Lu rng vic bt k s liu, bng biu, th..... no cng lun phi c gii thch km theo l rt quan trng.
Trin khai cc bc theo m hnh Delta Project v Strategy Map.
-
KT LUN
(C) NVM, 2006-2010Qun tr Chin lc93
Tm lc kt qu nghin cu (ngn gn) Nu bt ngha ca kt qu ny Hng pht trin tip theo.
-
DANH MC TI LIU THAM KHO
(C) NVM, 2006-2010Qun tr Chin lc94
Cc ti liu xut bn tham kho trong nghin cu c lit k trong danh mc ti liu tham kho, trong tn tc gi xp theo th t bng ch ci v sdng mu ti liu tham kho ca Harvard:
Nguyn Vn A (2009), Nhng iu cn bit khi lm tiu lun, H Ni: Gio dc, tr.5.
-
PH LC
(C) NVM, 2006-2010Qun tr Chin lc95
Bn copy ca bng cu hi, ph lc phng vn, biu , s liu, th qu chi tit i vi phn ni dung c t phn ny.
-
Thay li kt
(C) NVM, 2006-2010Qun tr Chin lc96
Xin chn thnh cm n Qu v lng nghe!
TSKH. Nguyn Vn Minh,TT m bo cht lng, trng HNT,
[email protected]; [email protected];(04) 3835 6800 (705); 0983 118 969.