quản trị chiến lược 2 MÔI TRƯỜNG BÊN NGOÀI& BÊN TRONG

1
Phaõn tớch
MOI TRệễỉNG BEN NGOAỉI
& BEN TRONG
2
Noäi dung







 



! 

"! 

#"$%!&'!

!! ()!
3


!!!'* 

+,-)


%

"!)./01.23

4 

%!

"5'

!*/'(*/)
4
Phaõn tớch
MOI TRệễỉNG BEN NGOAỉI
5
Muïc ñích

)'!*!!6
,!7*'!8

 *!#9

")!!:,#9
6
Caực moõ trửụứng cuỷa coõng ty

1
!"##$
2
%&

3
'()&
4
*++)
5
,-&*
./012
././34.40.0
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5&6-
2
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3
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5&6&89:
5
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1
;6'
2
%&+
3
+&*,!"#&:
4
"&
5
+8*$,-
6

0)+*+&
7
MOÂI TRÖÔØNG VÓ MOÂ
(PEST&N)

!)!0!;!53

!)<0=!!;!53

!)- 0+!;!53

!)! 0%!;!53

!)'0");!53
8
Caùc yeáu toá Chính trò – Phaùp lyù
(Politic Factors)

!>!* /*:!


&) !'>?)*!* !@):

&) * 

&) *:)>A)**:)>*:)

!@)*:)

!!5!)**B!6 


?)*@),!(<)

C
9
Caùc yeáu toá kinh teá
(Economic Factors)

D*'!)<<

)D2>!$,D2

%) 

&'

% 

EEE
10
Caực yeỏu toỏ xaừ hoọi (Social Factors)

!50&5FF3

!!50G53

))F)

HB!*/F5

%7 $F5>2!!)/F5>2F

HB!*/$

I)'-

C
11
Caực yeỏu toỏ xaừ hoọi (Social Factors)
;#-,(5,=-
5"->0?+
@5&:96#-,(
!"A5&:9!8#-,(
5:&
?9BB,
%6!"$"95-#
&8=
&A*95
*+!&)!"B,-
+&)#?+
="&+&C"
*+!&)
+&5D=
3,=+=
8:&)
9D=
EEE
12
Caực yeỏu toỏ coõng ngheọ
(Technology Factors)

!')<'!

)! >%!* /!),
!

)/!

5!*:)!!)
/01.23

!!)/

5!6, 6,@):

!@)**5,/

C
13
Caực yeỏu toỏ coõng ngheọ
(Technology Factors)
*++)<
*++).
F$,-+&*,
#&:*+
+&)#
0"
"
+&*
,!"

#
&:
G&
H)*+
+&)#
%"B+6*++)
14
Caực yeỏu toỏ coõng ngheọ
(Technology Factors)
Source: John Vu, Boeing
15
Caực yeỏu toỏ tửù nhieõn (Natural Factors)

H



"$'

%)

C
16
MÔI TRƯỜNG TÁC NGHIỆP
(Môi trường vi mô / Tác lực cạnh tranh)

"! 

H8!  
!5,-)!!5,/

'>:)!)
17
Moâ hình Naêm Taùc Löïc – Five Forces Model
(Micheal E. Porter)
!*),
:/
"
!)!
"
)
!!
!)

!* !'
!!!
!)
! 
+=5&
6-9=&
+=CB6
#:9!"C !-

76?+
,=+$,=-+
6+,="&+
#
76?+
,=+$,=-+
6+,="&9
+,/


18
Cạnh tranh của các công ty trong cùng
ngành công nghiệp

'

4#!!'8D(@),!(5,/(F!
)'(!'(C))'!)><!


'J)') !8

+'*),

%!* $,!),

!*!)<

&'@)

,$<!6 5,/

!*),!'*F'

%* !'!),*),

1!,))!
19
Phaõn tớch ủoỏi thuỷ caùnh tranh

)'!)

)'!)!),!'

)'!)!),!!*<F>!!

!F)'!<F

!)'!)@)')!),*),
!'
20
Chieỏn lửụùc hieọn taùi

"!5!!>'* @)
''* !!$

+''!!6 !!$

"'* *@)!),*),
21
Nhaän ñònh

H),!''*:
'9

H),!'*!!*),<!
9

H),!' *:/'

9
22
Naờng lửùc cuỷa ủoỏi thuỷ caùnh tranh

+,-)

%

"!)/K1.2

"):'!

%!

4

!@),

C
23
KHAÙCH HAØNG / NGÖÔØI MUA

!%!'!!6,@)*<,
$5':!),!)
<,$:'!),!E

!<!):)!:))
*,<!):!* F!)'(!
'*B!*/!),5,/(<
(C<,$'!),<!


24
KHAÙCH HAØNG / NGÖÔØI MUA

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+'!)!
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,$!''*5,/E
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,$'!)!
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&'!),<!
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EEE
25
NHAØ CUNG CAÁP
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"!)!%!'!!6,@)*
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,$'0(,!
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,$'!'5,/!),E
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"!)!!)#!)6 5,
/
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,$'!)!!),!
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,$<':!!),!)!
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EEE