Giáo trình quản trị chiến lược

TS. DAM TRI CUONG (Chu bien)
TS. NGUYEN THANH LONG
ThS. VO DIEN CHUONG
ThS. TRA.N THJ HUE CHI

NHA XUAT BAN E>~I HQC CONG NGHleP
THANH PHO HO CHi MINH


TS. DAM TRI ctrONG (Chu bien)
TS. NGUYEN THANH LONG
ThS. VO DIEN CHUONG
ThS. TRAN THl HUE CHI

nA KIEM soAT

J\A/4

-----

Giao trinh

QUAN

TRl CHIEN LUQC

NHAXUAT BAN D~I HQC CONG NGHitP
THANH PHO HO CHI MINH


LOINOIDAU

Khi moi truong thay d6i lien tvc thi vi~c su dvng chi~n luge la each
thuc chu y~u ma cac nha quan ly nen quan tam d~n. M<)t chi~n luge hi~u
qua cho phep cac nha quan ly su dvng kha nang cua t6 chuc d~ khai thac
cac CO' h<)i va h~n chS cac m6i de d9a vs moi truong. Han nfra, t6 chuc cftn
c6 m<)t chiSn luge dS xac dinh phuang hu6ng ho~t d<)ng va phat tri~n cua
t6 chuc.
ChiSn luge dugc hiSu la t~p hqp cac hanh d<)ng hu6ng t6i mvc tieu
va duy tri hi~u sufit vu<,Yt tr<)i cua t6 chuc so v6i cac d6i thu c~nh tranh.
Quan tri chiSn luge dugc hiSu la vi~c phan tich cac mvc tieu chiSn luge
(tftm nhin, su m~nh, mvc tieu chiSn luge) cung v6i vi~c phan tich moi
truong ben ngoai va hen trong cua·t6 chuc, dua ra cac quySt dinh chiSn
luge, thvc hi~n chiSn luge, va danh gia chi~n luge ma m<)t t6 chuc thvc
hi~n nhiim t~o ra va duy tri cac lgi thS c~nh tranh.
Quan tri chiSn luge cho phep m<)t t6 chuc chu d<)ng han la phan ung
trong vi~c dinh hinh tuang lai cua chinh minh. Ngoai ra, quan tri chi~n
luge con cho phep m(>t t6 chuc khoi xu6ng va gay anh huang thay vi chi
phan h6i cac ho<;1t d<)ng trong moi truong thay d6i nhanh ch6ng, do d6 kiSm
soat dugc V?n m~nh cua chinh t6 chuc minh. Quan tri chi~n luge nhfin
m<;lnh dSn hi~u sufit dai h<;1n . Nhu V?Y, dS thanh cong vs lau dai, cac t6 chuc
khong chi c6 kha nang thvc hi~n cac ho<;1t d<)ng hi~n t<;1i dS ·dap ung thi
truong hi~n c6 ma con phai diSu chinh cac ho<;1t d<)ng d6 dS dap ung cac
thi truong m6i va dang thay d6i.
Dva vao each ti~p C?n tren, giao trinh quan tri chiSn luge nay cung
cftp cho nguai d9c nhfrng ki~n thuc n~n tang lien quan dSn quan tri chiSn
Iugc va y nghfa cua chung d6i v6i t6 chuc. Do d6, trong m6i chuang chung
toi dSu trinh bay mµc tieu h9c t?p, t6m tit chuang, cau hoi on t?p va thao
lu?fi, tinh hu6ng thao lu?n.
Giao trinh quan tri chiSn luge g6m .8 chuang, trong d6:
Chuang I, 2, 3 do TS. Dam Tri Cuong (Chu bien) bien so<;1n.

Chuang 4, 5, 6 do ThS Vo Di~n Chuang bien so<;1n.


Chuong 7, 8 do ThS Tr~n Thi HuS Chi bien so~.
Chuong 2, 3 do TS. Nguy~n Thanh Long hien so~n.
Cv th~, ten cac chuong nhu sau:

Chuong 1: T6ng quan v~ quan tri chiSn luge
Chuong 2: T~m nhin, SU m~nh va mvc tieu
Chuong 3: Phan tich moi trucmg hen ngoai
Chuang 4: Phan tich moi trucmg hen trong
Chuong 5: ChiSn luge trong ho~t d()ng kinh doanh
Chuong 6: Phan tich va lµa ch9n chiSn luge
Chuong 7: Thµc hi~n chiSn luge
Chuong 8: Danh gia, ki~m tra va di~u chinh chiSn luge
Tren day la cac chuang trong giao trinh, nh6m tac gia tran tr9ng gi6i
thi~u dSn d9c gia quan tam va mong nh~n dugc g6p y xay d\l'Ilg tu d9c gia.
Thanh ph6 H6 Chi Minh, thang 6 niim 2022
Thay m~t nh6m tac gia

TS. Dam Tri Cuong

11


Ml)C Ll)C
DANH Ml)C HIN"H ................. ............................ .............................. ix

DANH Ml)C BANG ...................................................... .....................

X

CHUONG I ····················· ··········· ······························ ···,•····················· 1
TONG QUAN VE QUAN TRI CHIEN LUQC .................................... 1
I.I. ChiSn luge ................................................................................ 1

I. I. I. Khai ni?m chi Sn luge .......................................................... 1
1.1.2. Phan bi?t chi Sn luge dµ dinh va chi Sn luge thµc hi?n ........... 6
1.1.3. Cac dp chiSn luge .............................................................. 8
1.2. Quan tri chiSn luge ................................................................. 10
1.3. Lgi th~ qmh tranh ................................................................... 12
1.4. Cac giai do~n phat tri~n cua quan tri chiSn luge ........................ 13
1.4.1. Dµa vao each tiSp c~ cua Gluck & c(mg S\l', Rao
va Wheelen & c(mg S\l'................... .................................... 14
1.4.2. Dµa vao each ti Sp c~ cua Gruning & Kuhn ....................... 16
1.5. Quy trinh quan tri chiSn luge ................................................... 19
1.5.1. Xay dµng chiSn luge ................ ......................................... 20
1.5.2. ThlJc hi?n chiSn luge ............................................. .. ......... 22
1.5.3. Danh gia chiSn luge······················································"·· 23
1.6. B6n thu(>c tinh chu ySu cua quan tri chi Sn luge ......................... 23
1.7. Lgi ich cua quan tri chiSn luge ..................... ............................ 25

1.8. Cac ly thuySt quan tri chiSn luge ph6 biSn ................................ 27
1.8.1. Ly thuySt dlJa tren t6i da h6a lgi nhu~n va qmh tranh ......... 27
1.8.2. Ly thuySt dlJa tren nguf>n llJc ............................................. 27
1.8.3. Ly thuySt dµa tren s6ng con ........................ ...................... 28
1.8.4. Ly thuySt d~i di?n ....................................... ...................... 28
1.8.5. Ly thuySt quySn biSn ................. ....................................... 29
TOM TAT CHUONG 1 ............ ......................... ............................... 31
CA.U HOI ON TAP VA THAO LUAN ··········································· ··· 33

TIN"H HUONG THAO LUA.N 1.1 .................... ........... ...................... 34
TINH HUONG THAO LUAN 1.2 ........................ ............................. 36

Ill


TiNH HUONG THAO LUAN 1.3 ..................................................... 37

CHVONG 2 ..................................................................................... 39
TAM NHIN,

SU Ml;NH VA Ml)C TIEU .......................................... 39

2.1. H~ th6ng phan dp cac ill\lC tieu ............................................... 39
2.2. Tftm nhin cua t6 chuc .............................................................. 40
2.2.1. Khai ni~m tftm nhin .......................................................... 40
2.2.2. Hai thanh phftn chinh cua tfrm n~in .................................... 42
2.2.3. Cac phuang phap phat triSn tu yen b6 tfrm nhin cua
t6 chuc .............................................................................. 43
2.3. Su m~nh cua t6 chuc ............................................................... 45
2.3.1. Khai ni~m su m~nh ................... ................. ....................... 45
2.3.2. Cac thanh phfrn cua tuyen b6 su m~nh ............................... 47
2.3.3. Tuyen b6 su m~nh - Xac djnh ho~t d(mg kinh doanh
cua t6 chuc ....................................................................... 49
2.3.4. Cac d~c diSm cua tuyen b6 SU m~nh ································ .. 51
2.3.5. M(>t s6 luu y khi phat triSn tuyen b6 SU m~nh ····················· 52
2.4. Tfrm quan tn;mg cua tuyen b6 tfrm nhin va su m~nh ................... 53
2.5. Ml;lC tieu cua t6 chuc ............................................................... 55
2.5.1. Khai ni~m ...................................... .................................. 55
2.5.2. Tfrm quan tn;mg cua ffi\lC tieu .......... .................................. 57

2.5.3. Cac tieu chi danh gia ffi\lC tieu ···········································
2.5.4. Cac lo~i mµc tieu ...................... .- .......................................
2.5.5. Cac muc d(> cua ffi\lC tieu ....................................... ...........
TOM TAT CHVONG 2 ....................................................................
cAu H61 6N TAP v A THAO LUAN .............. ................................

58
58

60
62
64

TINH HUONG THAO LUAN 2.1 ..................................................... 65
TINH HUONG THAO LUAN 2.2 ····················································· 67
CHVONG 3 ..................................................................................... 69
PHAN TiCH MOI TRVONG BEN NGOAI.. .......................... r··········
3 .1. Quan di Sm cua t6 chuc cong nghi~p .........................................
3.2. Phan tich moi truong ben ngoai ................... ............................
3.3. Phan tich moi truong t6ng quat ................................................

69
69
71
72

3.3.1. Cac y~u t6 chinh trj ........................................................... 72
IV

3.3.2. Cac ySu t6 kinh tS ......·....................................................... 74
3.3.3. Cac ySu t6 van h6a - xa h◊i .............................................. 76
3.3.4. Cac ySu t6 cong ngh~ ........................................................ 77
3.3.5. Cac ySu t6 sinh thai hay moi tnrong ................................... 78
3.3.6. Cac ySu t6 phap ly ............................................................ 79
3.3.7. Toan c~u h6a .................................................................... 80
3.4. Phan tich moi tnrong nganh ..................................................... 82
3.4.1. Khai ni~m m◊t nganh ........................................................ 82
3.4.2. Mo hinh nam lµc lm;mg qmh tranh trong nganh cua Porter. 83
,

,

,

3.5. Ma tr~n danh gia cac yeu to ben ngoai ...................................... 93
3. 6. Ma tr~n hinh anh c~nh tranh .................................................... 96
TOM TAT CHUONG 3 .................................................................... 98
cAu H6I 6N L~P v A THAO LUAN ............................................ 100
TINH HUONG THAO LUA.N 3.1 ................................................... 101
TINH HUONG THAO LUA.N 3.2 ................................................... 103

CHUONG 4 ................................................................................... 105
PHAN TICH MOI TRUONG BEN TRONG .................................... 105
4.1. Quan di~m dµa tren ngu6n lµc -RBV .................................... 105
4.1.1. Ngu6n lµc ...................................................................... 105
4.1.2. Nang lµc ........................................................................
4.1.3. Cac gia dinh quan tr9ng cua quan di~m dµa tren
ngu6n lµc ........................................................................
4.2. Ngu6n lµc va lqi thS c~nh tranh b~n vfrng ..............................

4.2.1. Nang lµc c6t loi ..............................................................
4.2.2. Mo hinh VRIO: Chftt luqng cua ngu6n lµc .......................

106
107
107

108
108

4.3. Xay dµng lqi thS c~h tranh ................................................... 110
4.3.1. Hi~u suftt.. ...................................................................... 110
4.3.2. Chftt luqng .....................................................................
4.3.3. £>6i m6i ..........................................................................
4.3.4. Kha nang dap (mg khach hang .........................................
4.4. Phan tich chu6i gia tri cua doanh nghi~p ................................
4.4.1. Cac ho~t d()ng chinh .......................................................

110
111
112
112
113

V


4.4.2. Cac ho<:1t d()ng h6 trq....................................................... 115
4.5. M6i lien h� giua chu6i gia tri v6i nguf>n h;rc va nang Ive ......... 116
4.6. Danh gia hi�u qua thvc hi�n cua doanh nghi�p ....................... 117

4.6.1. Phan tich ty s6 tai chinh .................................................. 117
4.6.2. The di�m can bAng.......................................................... 122
4.7. Phuong phap va cong cv nghien cuu moi trucmg ben trong...... 123
4.7.1. Tove hi�n nhung so sanh d� xac djnh di�mm<:lnh,
di�m y�u......................................................................... 123
4.7.2. Ma tr�n danh gia cac y�u t6 ben trong.............................. 124
TOMTATCHVONG4 .................................................................. 127
cAu HOI 6N TAP vA THAO LUAN............................... :............ 129
TINH HUONGTHAO LUAN 4.1 ................................................... 130
CHUONG 5 ·····························································•·,•··················· 133
CHIEN LVQCTRONG HOAT D()NG KINH DOANH .................. 133
5.1. Cac mvc tieu dai h<:1n ............................................................. 133
5.1.1. f)�c diSm cua mvc tieu.................................................... 133
5.1.2. Cac mvc tieu tai chinh va cac mvc tieu chi�n luqc ............ 134
5.2. Cac lo<:1i hinh va d.p d() chi�n luqc......................................... 135
5.2.1. Cac lo<:1i hinh chi8n luqc.................................................. 135
5.2.2. Cac d.p d() chi�n luqc..................................................... 136
5.3. Chi�n luqc d.p cong ty .......................................................... 137
5.3.1. Cac chi�n luqc da d<:1ng h6a............................................. 137
5.3.2. Cac chi�n luqc h()i nh�p.................................................. 139
5.3.3. Cac chi�n luqc t�p trung ................................................. 141
5.3.4. Cac chi�n luqc phong thu................................................ 142
5.4. Chi8n 1 uqc d.p don vi kinh doanh.......................................... 143
5.4.1. Chi�n luqc chi phi th�p nh�t............................................ 145
5.4.2. ChiSn luqc khac bi�t h6a................................................. 148
5.4.3. ChiSn luqc t�p trung ....................................................... 151
5.4.4. Chi8n luqc d<:1i duong xanh: K�t hqp khac bi�t h6a
va chi phi th�p nhdt ......................................................... 153
5.5. Cac phuong ti¢n d� d<:1t t6i chi�n luqc .................................... 154
5.5.1. Lien doanh ..................................................................... 154

Vl


5.5.2. Nhuqng quySn thuang m?i .............................................. 155
5.5.3. Sap nh?p/Mua l~i ............................................................
5.5.4. Thuengoai .............................. .................................. .....
TOMTATCHlfdNG5 .................................................. ................
CAU HOI ON TAP VA THAO LUAN ............................................
TINH HUONG THAO LUAN 5.1 ...................................................

155
156
157
159
160

CHlfdNG 6 ··················································································· 161
PHA.N TICH VA Ll)'A CHQN CHIEN LVQC ................................ 161
6.1. Qua trinh phan tich va lµa chc_m chiSn luqc ............................. 161
6.2. Quy trinh xay dµng va lµa chc_m chi Sn luqc ....................... ..... 161
6.3. M6 hinh xay dµng chiSn luqc toan di~n .................................. 162
6.4. Giai do~n dfru vao ................................................................. 163
6.5. Giai do?n kSt hqp .................................................................. 163
6.5.1. Ma tr?n SWOT .................................. ............................. 163
6.5.2. Ma tr?n vi th~ chiSn luqc va danh gia ho~t d<)ng ............... 167
6.5.3. Ma tr?n BCG .................................................................. 173
6.5.4. Ma tr?n cac ySu t6 ben trong - ben ngoai (IE Matrix) ....... 178
6.5.5. Ma tr?n chiSn luqc chinh .......... ....................................... 181
6.6. Giai do?fl quySt dinh ............................................................. 183
6.6.1. Ma tr?n ho?ch dinh chiSn luqc djnh luqng ....................... 183

6.6.2. Di Sm tich cµc va h?n ch~ cua ma tr?n QSPM ................... 187
TOM TAT CHlfdNG 6 ................................ :................................. 188
CAU HOI ON TAP VA THAO LUAN ····· ······································· 191
TINH HUONG THAO LUAN 6.1 ................................................... 192
CHUONG 7 ................................................................................... 193
THl/C HIEN CHIEN LVQC ........................................................... 193
7.1. Khai quat vS thµc hi~n chi~n luqc .......................................... 193
7.1.1. Khai ni~m thµc hi~n chiSn luqc ....................................... 193
7.1.2. Phan bi~t thi~t l?p chi~n luqc va thµc hi~n chi~n luqc ....... 195
7.1.3. Vai tro cua thµc hi~n chi~n luqc ...................................... 198
7.2. Qua trinh thµc hi~n chi~n luqc ...... ... .... .............................. .... 200
7 .2.1 Di Su ki~n tien quySt cua vi~c thµc hi~n chiSn luqc ............ 200

Vll


7 .2.2 Quy trinh thµc hi~n chi~n luqc ......................................... 200
7.3. Danh gia hi~u qua triSn khai thµc hi~n chi~n luqc ................... 204
7 .3 .1. Gi6i thi~u Mo hinh 7S - Mo hinh danh gia hi~u qua
thµc hi~n chi~n luqc ........................................................ 204
7.3.2. Cach thµc hi~n Mo hinh 7S trong doanh nghi~p ............... 209
TOM TAT CHUONG 7 .................................................................. 214
cAuH6I6NTAPVATHAOLUAN ............................................ 215
TINH HUONG THAO LUAN 7.1 ................................................... 216
CHUONG 8 ··················································································· 219
DANH GIA, KIEM TRA VA DIEU CHINH CHIEN LUQC ............ 219
8 .1. Khai quat vS danh gia va kiSm tra chi~n IUQ'C .......................... 219
8.1.1. Khai ni~m danh gia va kiSm tra chi~n luqc ....................... 219
8.1.2. Ml)C dich va t~m quan tn;mg cua danh gia va kiSm tra
chi~n luqc ....................................................................... 221

8.2. H~ th6ng kiSm tra chi~n luqc ................................................. 222
8.2.1. D?c diSm cua m9t h~ th6ng kiSm tra chi~n luqc hi~u qua .. 222
8.2.2 H~ th6ng kiSm tra chi~n luqc BSC .................................... 224
8.3. Qua trinh kiSm tra, danh gia va hi~u chinh chi~n luqc ............. 235
8.3 .1. Cac yeu c~u ca ban cua h~ th6ng danh gia va kiSm tra
chi~n luqc ........................................................... :........... 235
8.3.2. Qua trinh kiSm tra, danh gia va hi~u chinh chi~n luqc ....... 237
TOM TAT CHUONG 8 .................................................................. 248
cAu H6I 6N TAP v A THAO LUAN ............................................ 250
TINH HUONG THAO LUAN 8.1 ................................................... 251
TAI LIJ;:U THAM KHAO ............................................................... 253

vm


DANH Ml)C HINH

Hinh 1.1. Sµ khac nhau gifra chiSn luge dµ dinh va chiSn luge
thµc hi~n .................... .... ............................ .................................. 7
Hinh 1.2. Phan tich khoang each .............................................................. 17
Hinh 1.3. Quy trinh quan tri chiSn luge ................................................... 19
Hinh 2.1. H~ th6ng phan dp cac m\}C tieu ............................................. .40
Hinh 2.2. Xac dinh ho~t d9ng kinh doanh cua t6 chuc ............................ 50
Hinh 2.3. Cac muc d9 cua m\lc tieu .. ....................................................... 61
Hinh 3.1. Mo hinh nam lµc luQTig qmh tranh cua Porter ......................... 84
Hinh 4.1. Cac y~u t6 cua lgi thS C?nh tranh .... .. ..................................... 111
Hinh 4.2. Chu6i gia tri ca ban .. .............................................................. 113
Hinh 5 .1. Nam chi Sn luge dp don vi kinh doanh ................................. 144
Hinh 6.1. Mo hinh phan tich xay dµng chiSn luge ................................ 162
Hinh 6.2. Ma tr~n SWOT ....................................................................... 164

Hinh 6.3. Vi d\l v~ ma tr~n SWOT cho m9t doanh nghi~p gia dinh ...... 166
Hinh 6.4. Ma tr~n SPACE ................ .. .................................................... 167
Hinh 6.5. Vi d\l v6 cac h6 so chiSn luge cua ma tr~n SPACE ............... 170
Hinh 6.6. Ma tr~n SPACE cho Krispy Kreme ........ ....................... ........ 172
Hinh 6.7. Ma tr~n BCG .......................................................................... 174
Hinh 6.8. Cac chiSn luge chuful trong t6 hgp kinh doanh BCG ............ 175
Hinh 6.9. Vi d\l v~ t6 hqp kinh doanh dµa tren phuang phap BCG ...... 177
Hinh 6.10. Ba khu vµc chiSn luge tren ma tr~n IE ................................ 179
Hinh 6.11. Vi d\l v6 t6 hqp kinh doanh dµa tren phuang phap IE ......... 181
Hinh 6.12. Ma tr~n GS ........................................................................... 182
Hinh 7 .1. Quy trinh quan tri chi Sn luge ................................................. 194
Hinh 7 .2. Mo hinh 7S (The 7S Model) .................................................. 205
Hinh 8.1. Mo hinh The di~m can b~ng BSC .......................................... 227
Hinh 8.2. Qua trinh ki~m tra, danh gia va hi~u chinh chiSn luge .......... 238

IX


DANH Ml)C BANG

Bang 1.1. D~c di~m khac nhau cua cac dp chi~n luqc ............................. 9
Bang 1.3. Ma tr?n Ansoff. ........................................................................ 17
Bang 3.1. Ma tr?n EFE cua cong ty xay d\Illg nha D.R. Horton ............. 94
Bang 3.2. Ma tr?n CPM cua cong ty xay d\Illg nha D.R. Horton ............ 96
Bang 4.1. K~t qua vi~c k~t hqp cac tieu chi v~ lqi th~ c~h
tranh b~n vung ....................................................................... 109
Bang 4.2. Tom t~t cac chi s6 tai chinh chu y~u ..................................... 118
Bang 4.3. Phan lo~i cac ngu6n lµc tai chinh cua doanh nghi~p ............. 121
Bang 4.4. Ma tr?n danh gia cac y~u t6 ben trong cua m9t cua
,

hang ban le may tinh .............................................................. 125
Bang 5 .1. Cac lqi ich cua vi~c c6 duqc cac m\}C tieu ro rang ................ 134
Bang 5.2. Cac m\}C tieu tai chinh va m\}C tieu chi~n luqc ph6 bi~n ....... 134
Bang 5 .3. Cac ngu6n lqi th~ chi phi quan tr9ng ..................................... 146
Bang 5.4. Cac phuang thuc doanh nghi~p c6 thS khac bi~t h6a
san phfrm cua h9 .................................................................... 149
Bang 6.1. Vi d\l v~ cac y~u t6 n~m tren cac tr\lc cua ma tr?n SP ACE .. 168
Bang 6.2. Ma tr?n SPACE cho Krispy Kreme ....................................... 172
Bang 6.3. Ma tr?n QSPM ....................................................................... 183
Bang 6.4. QSPM cho m9t cua hang ban le may tinh ............................. 185
Bang 7. I. Phan bi~t ho~t dc)ng thi~t l?P chi~n luqc va thµc hi~n
chi~n luqc .............................................................................. 197
B,ang 8 . 1. Th?e d'1em
~ can
" b ang
~
? C"ong ty ECI .................................... .231
cua

tu

X


Chll'Ollg 1

TONG QUAN

Ml}C

tieu

hQC

VE QUAN TRJ CHIEN LUQC

tip

Sau khi d9c xong chuong nay, nguai d9c c6 thS:
• HiSu duqc chiSn luqc la gi?
ã Phan bi~t chiSn luqc dà djnh va chiSn luqc thàc hi~n
ã Phan bi~t cac d.p chiSn luqc
ã Giai thich quan tri chiSn luqc
• Phan tich duqc lqi thS c~nh tranh
• HiSu cac giai do~n phat triSn cua quan tri chiSn luqc
• Giai thich quy trinh quan tri chiSn luqc
• Giai thich bf>n thu(>c tinh chu ySu cua quan tri chiSn luqc
• Giai thich lqi ich cua quan tri chiSn luqc
• HiSu duqc cac ly thuySt quan tri chiSn luqc ph6 biSn

1.1. Chi~n hrqc
1. 1. 1. Khai ni~m chi~n hrqc
Vi~c su d\mg chiSn luqc da tf>n t~i trong nhiSu th€ ky, m~c du vi~c
su d\mg n6 trong quan ly c6 ljch su gfrn day hon - khoang hon bf>n muai
nam. C.hiSn luqc ra dai tu cac CUQC xung d(>t quan S\X va vi~c SU dvng m(>t
chiSn luqc uu vi~t giup m(>t ben tham chiSn c6 thS danh b~i ben kia. 1 Han
nfra, quySt djnh ti Sn hanh chi Sn tranh phai hqp ly, nghia la nen dµa tren
nhfrng u6c tinh vS nhfrng gi c6 thS thu duqc va nhfrng chi phi phat sinh do
chiSn tranh. ChiSn tranh cfing nen la cong cµ, nghia la duqc tiSn hanh dS
d~t duqc m(>t sf> mµc tieu C\1 thS, khong bao gia vi lqi ich cua rieng minh,

va chiSn luqc d6 phai duqc hu6ng t6i dS d~t duqc m(>t mµc tieu d6 la chiSn
thfuig. Trong khi cac nha ho~ch djnh chinh sach c6 thS khong ch~c chfui
vs nhfrng gi h9 mong dqi tu cac CUQC giao tranh quan S\X hi~n d~i, thi cac
quan nhan tu d.p chi huy dSn binh linh chi c6 m(>t cau h6i: mµc tieu cua
chung ta trong vi~c cam kSt m(>t qua trinh hanh d(>ng cµ thS la gi? N Su mµc
tieu khong ro rang, h9 c6 thS mong dqi vi~c xay dµng chiSn luqc bi nhfrm
lful va vi~c thµc hi~n n6 khong thanh cong. 1, 2 Ben c~h d6, thu~t ngfr chiSn
luqc c6 nguf>n gf>c tu Irnh V\XC quan S\X va xuftt phat tu chfr "strategos"

1


trong tiSng Hy L~p. Theo thoi gian, y nghia cua n6 ngay cang phat triSn,
dUQ'C ap dvng vao cac ho~t d(mg khac cua con nguoi va d~c bi~t la trong
cac chi Sn lu<;1c kinh doanh. M(H trong nhfrng vfrn dS chinh d6i v6i cac nha
chiSn lUQ'C kinh doanh la sµ hiSu biSt vs moi truang c~nh tranh va vi~c giai
thich cac tac d(mg cua c~nh tranh trong m(>t doanh nghi~p. 3
M~t khac, S\I thanh cong cua m(>t chi~n lUQ'C quan sµ khong chi phv
thm)c vao chfrt lu<;1ng cua vi~c l?p k~ ho~ch cua vi tu6ng va tfim nhin dfulg
sau n6 ma con phµ thm)c vao vi~c thµc thi chi~n lUQ'C cua cac lµc lu()'llg
du6i quySn chi huy cua vi tu6ng. Tuong tµ nhu V?Y, trong moi truang kinh
doanh, m(>t chiSn lUQ'C se it dUQ'C SU dvng nSu n6 khong dUQ'C cac nha quan
ly cfrp ca sa thµc hi~n t6t. Ngoai ra, chfrt luQ'llg cua m(>t chiSn luQ'c thuang
ph\l thu(>c vao vi~c nguoi lanh d~o su dvng lai khuyen cua cac nha quan
ly cfrp cao va cftp trung khac. N6i each khac, m(>t nha lanh d~o gioi khong
th~ du kha nang dS dua ra m(>t chiSn lUQ'C tach bi~t khoi cac nha quan ly
dp dum, nhfrng nguoi chiu trach nhi~m thµc hi~n chiSn lu<;1c d6. 4
Ngoai ra, khi moi truang thay d6i lien tvc thi vi~c su dµng chiSn
lUQ'C la each thuc chu ySu ma cac nha quan ly nen quan tam dSn. M(>t chiSn
lUQ'C hi~u qua cho phep cac nha quan ly SU dµng kha nang cua t6 chuc dS

khai thac cac ca h(>i va h~n chS cac m6i de d9a vS moi truang. Ben c~nh
d6, sµ th6ng nhfrt vai tro cua chiSn lu<;1c la d~t dugc lgi thS c~nh tranh cho
m(>t t6 chuc. LQ'i thS c~h tranh la vi~c thiSt kS cac ho~t d(>ng cua m(>t t6
chuc cho phep n6 dap ung nhu du cua nguoi tieu dung t6t hon so v6i cac
d6i thu cua n6.
M~t khac, doanh nghi~p dn c6 m(>t chiSn lu<;1c dS xac djnh phuong
hu6ng ho~t d(>ng va phat triSn cua doanh nghi~p. Han nfra, cac t6 chuc
khac nhau c6 ca h(>i va ~gu6n lµc gi6ng nhau se ho~t d(>ng khac nhau.
Tuong tµ, cac t6 chuc kinh doanh cung m(>t san phfun va phµc V\l cung
m(>t nh6m khach hang se ho~t d(>ng kha khac nhau. Do d6, dfrn dSn c6 m(>t
s6 t6 chuc thanh cong trong khi nhfrng t6 chuc khac thfrt b~i m~c du ca hai
dSu kinh doanh cung m(>t linh vµc. T~i sao l~i c6 sµ khac nhau vS kSt qua
ho~t d(mg kinh doanh cua cac t6 chuc nhu V?y? Cau tra lai cho vfrn dS nay
la do quan tri 'chiSn luge cua cac t6 chuc; cac chiSn luge dugc xay dµng
va thµc hi~n b6i cac nha quan ly cua m(>t cong ty se t~o ra ho~c xac djnh
t6c d(> tang truang, hi~u qua, sµ t6n t~i va phat triSn lau dai cua c6ng ty. 5
Han nfra, m(>t cong ty kinh doanh v6i m(>t s6 linh vµc khac nhau, thi c6ng
ty dn c6 chiSn luge rieng cho m6i linh vµc khac nhau. Do d6, vfrn dS sang

2


tc;io va hi~n thµc h6a chi~n luqc la y~u t6 then ch6t cful duqc qmin tam va
chu tr9ng nhftt c6 th~. Tuy nhien, cau hoi d~t ra: chi~n luqc la gi?
Khai ni~m chi~n:luqc da duqc m<)t sf> tac gia chiSn luqc d~ c~p dSn,
m9t trong sf> h9 la Chandler d~ xuftt ring chiSn luqc la dua ra cac m\lc tieu
cua m9t cong ty, thµc hi~n cac hanh d9ng va phan b6 cac ngu6n lµc dn
thiSt d~ dc;it duqc cac m\lc tieu. 6 Porter khfulg dinh rAng chiSn luqc la phai
khac bi~t. 7 N 6 doi hoi m(:>t cong ty phai ch9n m9t t~p hqp cac hoc;it d(:>ng
khac nhau d~ thµc hi~n so v6i cac d6i thu cc;inh tranh cua minh. Cong ty

d~u phai chiu chi phi do nhi~u hoc;it d(:>ng ma h9 thµc hi~n d~ c6 th~ thiSt
kS, san xuftt, tiSp thi va phan ph6i san phfrm ho~c dich V\l cua h9. Chinh
nhfing hoc;it d9ng nay la ca SO' cua lqi thS c~ tranh. Do d6, m<)t cong ty
phai lµa ch9n cac hoc;it d9ng ma n6 c6 th~ cung cftp m9t h6n hqp gia tri d9c
dao cho nguai tieu dung.
06ng quan di~rri tren, Henry cho rAng m<)t cong ty chi c6 th~ vuqt
tr9i han cac d6i thu cua minh khi gia tri ma cong ty d6 cung cftp cho nguai
tieu dung la kh6 d~ d6i thu cc;inh tranh b~t chu6c. 1 0i~u nay chi xay ra khi
cong ty cung cftp m9t san phftm ho~c dich V\l khac bi~t duqc khach hang
danh gia cao han, cho phep cong ty tinh m<)t muc gia cao han, ho~c cong
ty cung cftp san phftm v6i chftt luqng tuang duang v6i san phfun cua d6i
thu c~ tranh dang cung cftp nhung tinh gia thftp han. N6i each khac, cong
ty c6 duqc lqi thS v~ chi phi bAng each thµc hi~n m9t sf> hoc;it d9ng hi~u
qua han so v6i cac d6ithu Ce:lnh tranh. Di~u nay cho phep cong ty tinh gia
thftp hon.
ChiSn luqc d~ c~p dSn kS hoe:lch cua cac nha quan ly cftp cao nhAm
phat tri~n va duy tri lqi thS cc;inh tranh - m9t tre:lng thai ma theo d6 chiSn
luqc thanh cong cua m(:>t cong ty khong d~ bi d6i thu Ce:lnh tranh sao chep. 8
Dµa vao each tiSp c~n t6ng th~ toan di~n thi chiSn luqc cua m9t doanh
nghi~p la each thuc doanh nghi~p de:lt duqc su m~nh va m\lc tieu cua minh.
N6 t6i da h6a lqi th~ Ce:lnh tranh va giam thiSu bfrt lqi Ce:lnh tranh. 9
06i v6i Hill & c9ng sµ cho r~ng chi~n luqc la m(:>t t~p hqp cac hanh
d(:>ng lien quan ma nguai quan ly thµc hi~n d~ de:lt duqc m9t mvc tieu ho~c
cac mvc tieu. 06i v6i hdu hSt cac cong ty thi de:lt duqc hi~u suftt tai chinh
vuqt tr9i so v6i cac d6i thu la mvc tieu cu6i cung. NSu chiSn luqc cua m(:>t
cong ty mang le:li hi~u suftt vuqt tr9i, thi n6 duqc cho la c6 lqi thS Ce:lnh
tranh. 10

3

Hitt & c()ng sµ cho r~ng chiSn luqc la m<)t t?p hqp cac cam kSt
duqc tich hqp va ph6i hqp cac hanh d<)ng duqc thiSt kS dS khai thac nang
lµc c6t loi va d~t duqc lqi thS c~nh tranh. 11
Ansoff & c<)ng sµ cho r~ng chiSn luqc la m<)t t?p hqp cac quy t~c
ra quySt dinh nhk hu6ng d~n hanh vi cua cong ty. 12 Ansoff & c<)ng sµ
l?p lu?n c6 b6n lo~i quy t~c rieng bi~t nhk hu6ng d~n hanh vi cua cong
ty: ( 1) Thu6c do dS do lucmg hi~u qua ho~t d<)ng hi~n t~i va tuang lai cua
cong ty. Chclt luqng cua nhfing thu6c do nay thucmg duqc g9i la m\lc dich
va s6 luqng mong mu6n duqc g9i la m\lc tieu, (2) Cac quy t~c phat triSn
m6i quan h~ cua cong ty v6i moi trucmg hen ngoai: Cong ty se phat triSn
nhung san ph~m - cong ngh~ nao, san ph~m se duqc ban 6 dau va cho ai,
cong ty se gianh duqc lqi thS nhu thS nao so v6i cac d6i thu c~nh tranh.
T?p hqp cac quy t~c nay duqc g9i la chiSn luqc kinh doanh hay chiSn luqc
thi trucmg san ph~m, (3) Cac quy t~c thiSt l?p cac m6i quan h~ va quy trinh
n<)i b<) trong cong ty, (4) Cac quy t~c ma cong ty ti Sn hanh ho~t d<)ng kinh
doanh hang ngay duqc g9i la cac chinh sach diSu hanh. 12
Barney & Hesterly cho r~ng chiSn luqc cua m<)t cong ty duqc dinh
nghia la ly thuySt vS each d~t duqc lqi thS c~nh tranh. M<)t chiSn luqc t6t
la m<)t chiSn luqc t~o ra duqc lqi thS c~nh tranh. 13
Rothaermel cho r~g chiSn luqc la m<)t t?p hqp cac hanh d()ng
hu6ng t6i m\lC tieu ma m<)t cong ty thµc hi~n dS d~t duqc va duy tri hi~u
suclt vuqt tr<)i so v6i cac d6i thu c<;1.nh tranh. DS d<;1.t duqc hi~u suclt vuqt
tr<)i, cac cong ty c<;1.nh tranh vS ngu6n lµc (nhu v6n tai chinh, nhan lµc ... ).
M<)t s6 minh h9a vS cac cong ty c~nh tranh dS d~t duqc hi~u suclt hi~u vuqt
tr<)i: Cac lien doanh m6i c<;1.nh tranh vS v6n tai chinh va nhan lµc, cac cong
ty hi~n t~i c~nh tranh vS tang truang lqi nhu?n, cac t6 chuc tu thi~n c~nh
tranh vS quyen g6p, cac d<)i thS thao c<;1.nh tranh chuc vo dich, trong khi
nhfing nguoi n6i tiSng c~nh tranh vS sµ chu y cua phuang ti~n truySn
thong. 14

Tom l~i, khai ni~m chiSn luqc duqc hiSu la t?p hqp cac hanh d<)ng
hu6ng t6i m\lc tieu va duy tri hi~u suclt vuqt tr<)i cua t6 chuc so v6i cac d6i
thu c~nh tranh.
M~it khac, trong giao trinh nay cac thu?t ngfr nhu t6 chuc, cong ty,
doanh nghi~p duqc su d\lng thay thS cho nhau.
ChiSn luqc theo thoi gian tra nen ma h6 bai cac nha nghien cuu,
nha tu vein, giam d6c diSu hanh (CEO) va belt ky ai danh d6ng chiSn luqc

4


c6 nghia la bit cu diSu gi h9 mu6n. Khai ni~m chiSn luge dugc danh d6ng
m<)t each sai 1§.m v6i thanh cong, quySt tam, tham v9ng, kha nang Hinh de;10
d§.y cam hung va d6i m6i. Tuy nhien, chiSn luge khong chi la thuc give
m<)t t6 chuc tiSn t6i m<)t mvc tieu ho~c t§.m nhin. M<)t chiSn luge nen thua
nh~ m<)t each trung thgc nhfrng kh6 khan ma m<)t t6 chuc phai d6i m~it.
Ngoai ra, m<)t chiSn luge cfing nen cung c§.p m<)t each tiSp c~n d~ vugt qua
cac kh6 khan. Nhu v~y, chi~n luge la phat hi~n ra cac y~u t6 quan tr9ng
trong m<)t tinh hu6ng va dua ra each ph6i hgp va t~p trung hanh d<)ng dS
d6i ph6 v6i nhfrng y~u t6 nay. 15
M~t khac, trong bfit ky tinh hu6ng qmh tranh nao, m<)t chi~n luqc
t6t se giup doanh nghi~p de;1t duqc hi~u qua hoe;1t d<)ng vugt tr<)i so v6i cac
d6i thu ce;1nh tranh. 14 DiSu nay dftn dSn cau h6i: Th~ nao la m<)t chi~n luqc
t6t? Rothaennel 14 d~ xufit m<)t chiSn luge t6t bao g6m ba y~u t6:
( 1) Chful doan thach thuc ce;1nh tranh. Y Su t6 nay dugc thµc hi~n
thong qua phan tich moi trucmg ben ngoai va ben trong cua cong ty. Mvc
dich cua chAn doan thach thuc ce;1nh tranh la dan gian h6a muc de) phuc te;1p
cua tinh hu6ng ma t6 chuc phai d6i m~t. DiSu nay dugc thµc hi~n b~ng
each xac djnh khia ce;1nh nao cua tinh hu6ng la quan tr9ng. Chan doan sau
s~c c6 thS thay d6i each nhin cua nguoi quan ly v~ tinh hu6ng. N6 c6 thS

phan loe;1i tinh hu6ng theo m<)t khung mftu nhfit dinh; diSu nay sau d6 hu6ng
dftn cac nha quan ly suy nghT vS each t6 chuc xu ly m<)t mo hinh tuang tµ
trong qua khu.
(2) M<)t chinh sach hu6ng dftn d~ giai quySt thach thuc ce;1nh tranh.
Y~u t6 nay duqc thgc hi~n thong qua vi~c xay dl)11g chiSn luge, xu§.t hi~n
trong cac chi~n luge cong ty, dan vi kinh doanh va chuc nang cua cong ty.
Henry cho r~ng chinh sach hu6ng dfrn la each tiSp c~ t6ng th~ ma cac nha
quan ly ch9n d~ d6i ph6 v6i nhfrng tra nge;1i duqc xac djnh trong chAn doan
thach thuc c?nh tranh. N6 la m<)t chinh sach hu6ng dfrn bai vi n6 chi de;10
ha.oh d<)ng quan ly theo nhfrng hu6ng nhfit djnh, nhung khong cho nha
quan ly biSt chinh xac nhung gi h9 nen lam. No cung dp m<)t phuang phap
ma nguoi quan ly c6 th~ d6i ph6 v6i m<)t tinh hu6ng va cfing nhu m<)t s6
guy djnh cho cac hoe;1t d<)ng khac.
(3) M<)t t~p hqp cac hanh d<)ng nhfit quan d~ thgc hi~n chinh sach
hu6ng dftn cua cong ty. Y~u t6 nay dugc thgc hi~n thong qua vi~c thgc
hi~n chiSn luqc. ChiSn luqc la hanh d<)ng, va d~ co hi~u qua, no phai de;1t
dugc di~u gi do. Do do, c&n phai co m<)t loe;1t cac hanh d<)ng nh§.t quan dS

5


thµc hi~n ehinh sach hu6ng d&n cua cong ty. Nhfrng hanh d(mg nay la
nhfrng bu6c dugc ph6i hgp lam vi~c cung nhau dS hoan thanh chinh sach
hu6ng d&n.
1.1.2. Phan bift chi~n hrgc d\f ctjnh va chi~n luge thtfc hifn
Vi thu~t ngfr chi~n luge e6 thS d~ c~p d~n ca k~ hoc;ich chi~n luge
va chiSn luge thµc sµ dugc thµc hi~n, do d6, tru6c tien chung ta cfrn phan
bi~t gifra chiSn luge dµ djnh va chiSn luge thµc hi~n. Trong thµc tS, m9t
trong nhfrng thach thue quan tr9ng nhftt ma cac t6 chuc phai d6i m~it la cac
chiSn luge khong phai luc nao ciing dugc thµc hi~n nhu kS hoc;ich ban dftu.

Ben cc;inh d6, doi khi cac quySt dinh chiSn luge duong nhu phat tri~n theo
thoi gian; do d6, vi~c xay dlJllg chiSn luge c6 th~ dugc coi la m9t qua trinh
l~p di l~p l~ti trong d6 nhfrng nguoi ra quySt dinh thµc hi~n cac hanh d9ng,
hi~u ro v~ cac hanh d9ng d6 sau d6 quySt dinh each thuc tiSn hanh. 8
Mintzberg da dua ra hai thu~t ngfr d~ giup lam ro sµ thay d6i thuong xay
ra gifra thbi gian m9t chiSn luge duge hinh thanh va thoi gian ehiSn luge
dugc thµc hi~n. ChiSn luge dµ djnh la nhfrng gi ban lanh dc;io da len kS
hoc;ich ban dftu e6 thS dugc thµc hi~n dung nhu kS hoc;ich, a dc;tng sua d6i
ho~c th~m chi a dc;ing hoan toan khac. ChiSn luge thµc hi~n la nhfrng gi
ban lanh dc;io thµc sµ thµc hi~n chiSn luge. 16 Do d6, chiSn luge dµ dinh c6
th~ dugc thµc hi~n v6i kSt qua mong mu6n ho~c khong mong mu6n, ho~c
n6 c6 th~ dugc sua d6i khi biSt nhfrng thay d6i trong cong ty ho~c moi
truong. Khoang each gifra chi€n luge dµ dinh va chiSn luge hi~n thµc h6a
thuong la kSt qua eua cae S\f ki~n moi truong ho~e t6 ehuc khong luong
tru6c dugc. Hem nfra, di~u quan tr9ng la cac nha quan ly phai hinh thanh
eac chiSn luge ung ph6 dµa tren danh gia thµc tS va ky luong vS cong ty
va moi truong eua eong ty, m9i thu luon thay d6i trong qua trinh nay. Do
d6, khoang each nhu v~y thuong t6n tc;ii, tc;io ra nhu cftu phai c6 hanh d9ng
ehi~n luge lien tµc nSu m9t cong ty mu6n di dung hu6ng. Thay vi ch6ng
le;li nhfrng thay d6i chi~n luge khi thong tin m6i dugc phat hi~n, cac nha
quan ly nen tim kiSm thong tin m6i va s~n sang thµc hi~n nhfrng thay d6i
d6 khi efrn thiSt. Hoc;it d9ng nay la m9t phfrn cua kiSm soat chiSn luge bu6c cu6i cung trong quy trinh quan ly chiSn luge. 8 Ben cc;inh chiSn luge
dµ djnh d~ c~p 6 tren, trong m9t s6 truong hgp, cac cong ty khong c6 bftt
ky chi~n luge dµ dinh cµ th~ nao thi chiSn luge thµc hi~n la kSt qua cua
nhi~u quy~t djnh khac nhau duge thµe hi~n rieng le. Truong hgp nay chiSn

6


luge thµe hi~n duge g9i la ehi~n luge xufrt hi~n. 16 , 17 Hinh 1.1 trinh baysµ

khae nhau gifra ehi~n luge dµ dinh va ehi~n luge thµe hi~n.
Hien th1,Ic h6a theo chien
luc;,c di,I dinh
Truong hc;,p I

Chien IUQ'C
(CL) di,I dinh

--+ --+
----+ --+

CL th1,Ic hi~n
::::: CL dl,I dinh

Hi~n th1,Ic h6a thich t'.rng v6'i S\I thay
d6i cua moi truang

Truong hc;,p 2

CL th1,Ic hien ::/CL d\I dinh

CL d\I djnh

S\I thay d6i cua moi truong

Ra quyet djnh ca nhan ma khong dn tham khao
• cac huang d~n chiin lm;,c

Truong hqp 3

CL th~rc hien =
CL xu~t hien

Hinh 1.1. Sl! khac nhau gifta chidn hr(lc dl! ajnh va chidn lu(lc thl!c hi¢n
Ngu6n : Grlinig, R., & Klihn, R. (2011 ). Process-based Strategic Planning ( 6th ed.).
Heidelberg: Springer.

M~t khae, trong giao trinh khi dS e~p d~n thu~t ngfr ehi~n luge la
dS e~p d~n thu~t ngfr ehi~n luge dµ dinh.
Gruning & Kuhn eho r~ng m<)t ehi~n luge (dµ djnh) e6 eae d~e
diSm sau:
• N 6 dua ra eae hu6ng d~n dai h~n.
• N 6 xem xet toan be) eong ty ho~e eac b<) ph~n quan tr9ng eua
eong ty.
• N6 duge xae djnh b6i nha qmin ly.
• N6 eho thfry nhfrng tiSm nang thanh eong cftn duge xay dµng
ho~c duy tri.
ã N6 phai dam bao vi~c hoan thanh eac màc tieu dai h~n eua cong

ty_ 17
7


1.1.3. Cac dp chi~n ltrQ'C
Cong ty 16n di~n hinh thuong d~ c~p dSn ha dp chiSn luge: cong
ty, kinh doanh va chuc nang. Tren thµc tS, h~u hSt cac cong ty d~u quan
tam dSn chiSn luge cong ty va chiSn luge kinh doanh. 9
ChiSn luge cong ty la chiSn luge hu6ng dfrn m<)t cong ty gia nh~p ·
va rut lui kh6i cac linh vµc kinh doanh khac nhau, d~ xac dinh each cong
ty my gia tang gia tri va quan ly danh m\lc doanh nghi?p cua minh cfing

nhu d~ tc;io ra gia tri thong qua da dc;ing h6a. 4 Chi Sn luge cong ty la chiSn
luge mo ta phuong hu6ng t6ng th~ cua cong ty v~ tang tru6ng va quan ly
cac hoc;it d<)ng kinh doanh khac nhau cua cong ty. Cac chiSn luge cong ty
thuong phu hgp v6i ba loc;ii chiSn luge chinh la 6n dinh, tang tru6ng va
ngung hoc;it d<)ng. 9 Chi Sn luge cong ty d~ c~p dSn cac quySt dinh v~ nhfing
thi truong d~ cc;inh tranh, do cac giam d6c di~u hanh 6 d.p cong ty cua m<)t
t6 chuc dua ra. 18 ChiSn luge c6ng ty lien quan dSn vful d~ r<)ng hon v~ vi?c
t6 chuc mu6n cc;inh tranh trong nhfrng nganh nao. ChiSn luqc c6ng ty d~
c~p dSn vi~c mua ban va sap nh~p cfing nhu phan b6 ngu6n lµc gifra cac
don vi kinh doanh chi~n luge cua c6ng ty (SBU). Don vi kinh doanh chiSn
luge la m<)t b<) ph~n rieng bi~t cua t6 chuc, t~p trung vao m<)t thi truong C\l
th~ ho?C cac thi truong cho cac san phfim va dich V\l cua n6. 1 M?t khac,
chiSn luge c6ng ty dugc xay dµng bai ban Hinh dc;io cfrp cao nhM cua c6ng
ty, chftng hc;in: h<)i d6ng quan tri, giam d6c di~u hanh va tru6ng cac b<) ph~n
chuc nang. 19
ChiSn luge kinh doanh la chiSn luge d~ c~p dSn each m<)t c6ng ty
thµc hi~n dS dc;it duqe eae mve tieu eua minh trong m<)t nganh hO?C phan
khuc nganh e\l thS. 4 ChiSn luge kinh doanh thuong xay ra CJ c§.p don vi
kinh doanh ho?e san phfim. ChiSn luge kinh doanh cfing la chiSn luge nhfrn
mc;inh vi~c cai thi~n vi thS ee;1nh tranh eua san phfim ho?C dich V\l cua c6ng
ty trong nganh ho?c phan khuc thi truong C\l th~ do don vi kinh doanh d6
phvc V\l. ChiSn luge kinh doanh c6 th~ phu hgp v6i hai loe;1i t6ng th~: chiSn
luge ce;1nh tranh va chiSn luge hqp ..tac. 9 ChiSn luge don vi kinh doanh d~
c~p dSn eac quySt dinh v~ each de;1t duqe va duy tri lgi thS ce;1nh tranh, dugc
dua ra 6 dp quan ly cho tung don vi kinh doanh d<)c l~p trong m<)t c6ng
ty. 18 ChiSn luge kinh doanh, doi khi dugc g9i la chiSn luge ce;1nh tranh, d~
c~p dSn each m<)t t6 chue se qmh tranh trong m<)t nganh ho?c thi truong
cv thS. N6 quan tam dSn vi?c lam thS nao t6 chuc se de;1t dugc lgi thS ce;1nh
tranh so v6i cac d6i thu cua n6. Ngugc le;1i v6i cac chiSn luge cong ty, cae

8


nha quan ly cua cac SBU, thuong duqc trao quySn tµ chu dang kJ dS ho~ch
dinh cac chiSn luqc kinh doanh. 1 ChiSn luqc kinh doanh thu(>c trach nhi~m
cua cac giam d6c diSu hanh dp cao nhfrt cua SBU, nhfrng nguoi thuong la
giam d6c di~u hanh dp hai trong h~ th6ng phan dp cua c6ng ty.
ChiSn luqc chuc nang la chiSn luqc duqc thµc hi~n boi b(> ph~n
chuc nang (nhu nghien ·cuu va phat triSn - R&D, marketing, nhan S\f, tai
chinh ... ) nhfun d~t duqc cac ID\JC tieu va chi~n luqc cua c6ng ty va don vi
kinh doanh b~ng each t6i da h6a hi~u sufrt ngu6n lµc. N6 lien quan dSn
vi~c phat triSn va nu6i duong m(>t nang lµc d~c bi~t dS cung dp cho cong
ty ho~c don vi kinh doanh m(>t lqi thS c~nh tranh. 9 ChiSn luqc chuc nang
dS c~p dSn cac quySt dinh vS each thuc thµc hi~n hi~u qua chiSn luqc don
vi kinh doanh trong cac linh V\fC chuc nang nhu tai chinh, phat triSn san
phfun, ho~t d(>ng, c6ng ngh~ thong tin, ban hang va tiSp thi, va dich V\1
khach hang. 18 Cac chiSn luqc chuc nang se tham gia vao vi~c h6 trq chiSn
luge kinh doanh. M(>t chiSn luqc chuc nang phai phu hqp v6i cac chiSn
luqc t6ng thS cua don vi kinh doanh dS th\fc hi~n hi~u qua chiSn luqc don
vi kinh doanh. 18 ChiSn luqc dp chuc nang la trach nhi~m cua nhfrng nguoi
dung d§.u b(> ph~n chuc nang.
Cac c6ng ty kinh doanh thuong su dl,lng d6ng thoi ca ba cfrp chiSn
luqc. H~ th6ng phan dp cua chiSn luqc la m(>t nh6m cac lo~i chiSn luqc
theo dp d(> trong t6 chuc. H~ th6ng phan dp cua chiSn luqc la sµ 16ng
ghep cua m(>t chiSn luqc nay v6i m(>t chiSn luqc khac d~ chung b6 sung
va h6 trq cho nhau. Cac chiSn luqc chuc nang h6 trq cac chiSn luqc kinh
doanh, do d6, h6 trq cho cac chiSn luqc c6ng ty. Bang 1.1 trinh bay cac
d~c diSm khac nhau cua cac dp chiSn luqc.
Bang 1.1. D~c di€m khac nhau cua cac dp chiSn luqc
I

I

DJc di~m

1
~
Chien lllC}'C cong

ty

I

' Chiin lllC}'C kinh ' Chiin l11qc ch11c
doanh

nang

D~t dtrQ"C cac Ho tr9 chien luge
Thv·c hi~n su m~nh chiSn lu9c cua t6 cong ty va don vi
Mvc dich
kinh doanh
chuc
KiSm soat S\J' dong Phoi hqp v6i cac
Quan ly cac v&n d~
Cac
ho~t
g6p ctia b9 ph~n, don vi khac phat
v~n hanh hang
ben

d9ng
don vi kinh doanh triSn nang lµc d~c
ngay
trong
bi~t
vao Slf m~nh

9


Cac cau h6i
chinh

Cac
d(>ng
ngoai

Chung ta dang kinh
doanh trong ITnh
Vl)'C

nao?

Chung ta nen kinh
doanh gi?

ho~t Giam
sat
moi
ben trucmg chung va cµ

th~

Cac thu6'c
do hi~u su~t

Mo h6, linh ho~t

Nhfrng thay d6i c6
de d9a ho~c t~o co·
,
Chung ta c6 dung
h(>i cho san pham
ljch trinh/kS ho~ch
ho~c thj trm:mg
khong?
cua chung ta
khong?
Dv doan nhfrng
T~p trung vao thay d6i cAn thiSt
nganh, san ph~m, tu cac chiSn lll'()'C
thj tmcmg
cong ty va don vj
kinh doanh m6'i.
th
Co e do lucmg, Chi tiSt va cµ th~
linh ho~t vira phai

Ngu{m: Thomas, J. G. ( 1988). Strategic management: Concepts, practice, and cases. New

York: Harper & Row. Rao, P. S. (2016). Business Policy and Strategic Management (Text

and Cases). Mumbai: Himalaya Publishing House.

1.2. Quan trj chi~n

IU'Q'C

Quan tri chiSn luge da tra thanh m<)t nhu du thiSt ySu trong thS
gi6i ngay nay, nai ma S\J qmh tranh dang gia tang tung ngay va S\J C?nh
tranh ngay cang mang tinh chftt toan cftu h6a. Cac ho?t d<)ng quan ttj ~hiSn
luge dugc thµc hi~n dS dam bao S\J thanh cong lau dai trong hftu hSt cac
linh V\JC. Cac cong ty c6 thS d?t dugc m\lC tieu va nhfrng thanh t\IU lau dai
ma h9 mu6n d?t dugc trong tuang lai gftn thong qua quan ttj chiSn lugc. 20
V~y quan trj chiSn luge la gi?
Hi~n nay, c6 nhi~u quan diSm khac nhau cua cac nha h9c thu~t
chiSn luge tren thS gi6i v~ quan tri chiSn luge.
Fred David & Forest David cho rAng quan ttj chiSn luge la ngh~
thu~t va khoa h9c cua vi~c xay dµng, thµc hi~n va danh gia cac quySt djnh
lien chuc nang cho phep m<)t t6 chuc d?t dugc cac m\lc tieu cua minh. Dinh
nghia nay ng\l y, quan ttj chiSn luge t~p trung vao vi~c tich hgp quan ly,
marketing, tai chinh va kS toan, san xuftt va v~ hanh, nghien cuu va phat
triSn, va h~ th6ng thong tin dS d?t dugc thanh cong cua t6 chuc. Cac tac
gia ding d~ xuftt thu~t ngfr quan ttj chiSn luge dugc su d\lng d6ng nghia
v6i thu~t ngfr ho?ch djnh chiSn luge. Cac tac gia cung cho rAng thu~t ngfr
ho?ch dinh chiSn luge thucmg dugc su d\lng nhi~u han trong thS gi6i kinh
doanh, trong khi thu~t ngfr quan tri chiSn luge thucmg dugc su d\lng trong
h9c thu~t. Doi khi, thu~t ngfr quan ttj chiSn luge dugc su d\lng dS chi vi~c

10

xay d\fllg, thµc hi~n va danh gia chiSn luge, trong khi ho?ch dinh chiSn
luge chi d~ C?P dSn vi~c xay dµng chiSn luge. Ngoai ra, mµc dich cua quan
ttj chiSn luge la khai thac va t?o ra nhfrng ca h<)i m6i va khac bi~t cho
tuang lai; ngugc l?i, ho?ch dinh chiSn luge thi c6 ging t6i uu' h6a cho
tuang'lai v6i cac XU hu6ng cua ngay horn nay. 21
Wheelen & c<)ng sµ cho r~ng quan tri chiSn luge la m<)t t?P hQ'P cac
quySt dinh va hanh d<)ng cua nha quan ly giup xac dinh kSt qua ho?t d<)ng
lau dai cua m<)t t6 chuc. N6 bao g6m phan tich moi trucmg (ca hen ngoai
va hen trong), xay d\fllg chiSn luge (ho?ch dinh chiSn luge ho~c l?p kS
ho?ch dai h?n), thµc hi~n chiSn luge, danh gia va ki~m soat chiSn luge.
Ban d~u dugc g9i la chinh sach kinh doanh, sau nay quan ttj ehiSn luge da
phat tri~n dang k~ v6i nhfrng n6 lµe t?p trung cua cac nha nghien euu va
nha kinh doanh. Ngay nay, quan tri chiSn luge dugc thua nh?n nhu m<)t
khoa h9c va m<)t ngh~ thu?t trong vi~c ap dµng cac ky thu?t quan ly chiSn
lugc. 9
Dess & c<)ng sµ cho r~ng quan tri chiSn luge bao g6m vi~e phan
tieh, quySt dinh va hanh d<)ng ma m<)t t6 chuc thµc hi~n nh~m t?O ra va
duy tri cac lgi thS e?nh tranh. 22 Djnh nghianay d~ C?P dSn hai ySu t6 chinh
di vao tr9ng tam cua lrnh vµc quan ttj ehiSn luge. Thu nhfrt, quan tri ehiSn
luge eua m<)t t6 ehuc doi hoi ha qua trinh lien tµc: phan tich, quySt d.'jnh va
hanh d<)ng. Quan tri chiSn luge quan tam dSn vi~e phan tich cac mµc tieu
ehiSn luge (tfun nhin, su m~nh va mµc tieu chiSn luge) cung v6i vi~e phan
tieh moi trucmg hen trong va hen ngoai cua t6 ehuc. TiSp theo, cac nha
lanh d?O phai dua ra eac quySt dinh ehiSn luge. Nhfrng quySt dinh nay giai
quySt hai cau hoi ca ban: Chung ta nen C?nh tranh trong nhfrng nganh nao?
Chung ta nen C?nh tranh nhu thS nao trong nhfrng nganh d6? Nhfrng cau
hoi nay ding thucmg lien quan dSn cac ho?t d<)ng trong nu6e va qu6c tS
eua m<)t t6 ·ehuc. Va cu6i cung la nhfrng hanh d<)ng cfrn phai thµc hi~n.
Doanh nghi~p phai thµc hi~n eae hanh d<)ng ck thiSt d~ thµc hi~n chi~n
luge cua minh. Di~u nay doi hoi cac nha lanh d?o phan be, cac ngu6n lµc

dn thi~t va thi~t k~ t6 chuc d~ dua cac chi~n luge da dµ djnh thanh hi~n
thµc. Thu hai, ban chfrt cua quan tri chi~n luge la nghien cuu ly do t?i sao
m<)t s6 cong ty l?i lam t6t han nhfrng cong ty khac. Do d6, cac nha quan ly
dn xac dinh each thuc C?nh tranh cua m<)t cong ty d~ c6 th~ c6 dugc nhfrng
lgi thS b~n vfrng trong m<)t thai gian dai. Di~u d6 c6 nghfa la t?p trung vao
hai cau hoi ca ban: ( 1) Chung ta nen C?nh tranh nhu th6 nao d~ t?o ra lgi


thS c<:1nh tranh tren thm:mg truong? Cac nha quan ly dn xac dinh xem cong
ty c6 nen dinh vi minh la cong ty chi phi thfip hay phat triSn cac san ph~m
va dich V\1 d<)c dao va cho phep cong ty tinh gia cao. Ho~c cong ty nen lam
m<)t s6 kSt hqp ca hai? (2) Lam thS nao chung ta c6 thS t<:10 ra cac lqi thS
c<:1nh tranh tren thi truang la duy nhftt, c6 gia tri va kh6 bi cac d6i thu sao
chep ho~c thay thS? Nghia la, cac nha quan ly d.n lam cho nhfrng lqi thS
d6 tr& nen b~n vfrng, thay vi nhfit thai. 22
Tom I~i, khai ni~m quan tri chiSn luqc duqc hiSu la vi~c phan tich
cac mµc tieu chiSn luqc (tfrm nhin, su m~nh, m\lc tieu chiSn luqc) cung v6i
vi~c phan tich moi truong ben ngoai va ben trong cua tf> chuc, dua ra cac
quySt dinh chiSn luqc, thvc hi~n chiSn luqc, va danh gia chiSn luqc ma
m(H tf> chuc thvc hi~n nhim t<:10 ra va duy tri cac lqi thS C<:lflh tranh. N goai
ra, d6ng quan diSm v6i each tiSp c~ cua Fred David & Forest David thu~t
ngfr quan tri chiSn luqc trong giao trinh nay cling duqc su dµng d6ng nghia
"\;O'i thu~t ngfr ho<:1ch dinh chiSn luqc.
1.3. Lqi th~ c;mh tranh
Quan tri chiSn luqc la tftt ca v~ vi~c d<:1t duqc va duy tri lqi thS c<:lnh
tranh. Nhung lqi thS C<:lflh tranh la gi? Lqi thS c<:1nh tranh c6 thS duqc dinh
nghia la bfit ky ho<;1t d<)ng nao ma m<)t cong ty thvc hi~n t6t hon so v6i cac
ho<;1t d<)ng duqc thvc hi~n boi cac cong ty d6i thu, ho~c bfit ky ngu6n Ive
nao ma m<)t cong ty so hfru ma cac cong ty d6i thu mong mu6n. 21 Lqi thS
c<:1nh tranh luon mang tinh tuong d6i chu khong phai tuy~t d6i. Lqi thS

c<:1nh tranh cfing duqc xem la hi~u qua ho<;1t d(mg vuqt tr<)i so v6i cac d6i
thu khac trong cung nganh ho~c trung binh nganh. 14
Thong thuang, m<)t cong ty c6 thS duy tri IQ'i thS C<:lnh tranh chi
trong m<)t thoi gian nhfit dinh do cac cong ty d6i thu b~t chu6c va pha di
lqi thS d6. Do d6, chi don gian la d<:1t duqc lqi thS c<:1nh tranh la chua du.
M<)t cong ty phai c6 ging d<:1t duqc lqi thS c<:1nh tranh bSn vfrng cua minh
thong qua: thunhfit, lien tµc thich ung v6i nhfrng thay df>i cua cac xu hu6ng
va sv ki~n ben ngoai cfing nhu kha nang, nang Ive va ngu6n Ive ben trong
cua cong ty; thfr hai, xay dvng, thvc hi~n va danh gia hi~u qua cac chiSn
luqc d~ t~ dµng cac ySu t6 d6. 21 Ngoai ra, Porter cho rAng lqi th~ C<;lnh
tranh bSn vfrng khong th~ d<:1t duqc chi thong qua hi~u qua ho<:1t d<)ng. 22 , 23
Dess & c<)ng sv cho rAng nhfrng df>i m6i quan ly phf> bi~n trong hai th~p
ky qua ching h<;1n nhu chftt luqng toan di~n, kip thai, do diSm chu~n, tai
du true quy trinh kinh doanh, thue ngoai tftt ca d~u hu6ng d~n hi~u qua

12


ho~t d<)ng. Hi~u qua ho~t d<)ng c6 nghia la thµc hi~n cac ho~t d<)ng tuong
tµ t6t hon cac d6i thu. M6i d6i m6i nay dSu quan tr~mg, nhung khong cai
nao dfin dSn lqi thS c~h tranh bSn vfrng bcri vi m9i nguai dSu dang lam
chung. ChiSn luqc la tfrt ca v~ sµ khac bi~t. Lqi thS c~nh tranh bSn vfrng
chi c6 duqc b~ng each thµc hi~n cac ho~t d<)ng khac bi~t v6i cac d6i thu
ho~c thµc hi~n cac ho~t d<)ng tuong tµ theo nhfrng each khac nhau. 22 N goai
ra, Wheelen & c<)ng sµ l~p lu~n r~ng tinh bSn vfrng cua cong ty dS c~p dSn
each cong ty sir dvng cac phuong thuc kinh doanh dS quan ly ba diSm mfru
ch6t. Ba diSm mfru ch6t d6 lien quan dSn (1) Quan ly lai/16 truy~n th6ng;
(2) Quan ly trach nhi~m xa h<)i cua cong ty; va (3) Quan ly trach nhi~m
moi tru®g cua cong ty. 9 Quan ly ba di Sm mfru ch6t nay ngay cang tra nen
quan tr9ng d6i v6i cong ty ngay nay. Cong ty c6 trach nhi~m dai h~n tucmg

d6i ro rang d6i voi cac c6 dong cua t6 chuc. DiSu d6 c6 nghia la cong ty
phai c6 thS phat triSn bfrt chfrp nhfrng thay d6i trong nganh, xa h<)i va moi
truO'Ilg. M~t khac, cong ty theo du6i phucmg phap kinh doanh bSn vfrng c6
trach nhi~m voi nhan vien, khach hang va c<)ng d6ng noi cong ty ho~t
d(mg. Cac cong ty ap dvng cac phucmg phap kinh doanh bSn vfrng da
chung kiSn sµ gia tang dang kS trong vi~c giam thiSu rui ro va d6i m6i,
ciing nhu cam giac t6ng thS vS trach nhi~m xa h<)i cua doanh nghi~p. Ngoai
ra, cong ty cfing c6 trach nhi~m XU ly t6t moi truO'Ilg. 0iSu nay thuO'Ilg
duqc djnh nghia la c6 gilng (d~t duqc) ho~c ti Sp c~n khong tac d<)ng dSn
moi truO'Ilg. Tai chS, tang CUO'Ilg sir dvng cac nguf>n tai nguyen tai t?O,
giam thiSu chfrt thai va sua chfra l~i cac toa nha dS giam tac d<)ng cua chung
d~n moi tm®g, cung v6i nhiSu ky thu~t khac, dSu n~m trong yS4 t6 mfiu
ch6t cua ba ySu t6 nay.
1.4. Cac giai do~n phat tri~n cua quan trj chiin hrqc
Cac t6 chuc kinh doanh 16n nhfrt tren thS gioi cfing nhu cac cong
ty khoi nghi~p moi nhfrt da sir dvng thanh cong nhiSu khai ni~m va ky thu~t
lien quan dSn quan ttj chiSn luqc. Theo thai gian, cac nha nghien cuu h9c
thu~t va cac nha kinh doanh da mo r<)ng va cai tiSn nhfrng khai ni~m nay.
Ngoai ra, m<)t trong nhfrng d<)ng lµc quan tr9ng nhfit dfin dSn thanh cong
trong kinh doanh la kha nang cua nha lanh d~o trong vi~c xay dµng va thµc
hi~n chiSn luqc cho cong ty. M~t khac, ngay nay cang nhi~u rui ro sai sot,
nhfrng sai lftm t6n kem, ho~c th~m chi do huy ho~i kinh tS gay ra thi cac
nha quan ly chuyen nghi~p trong cac cong ty nen quan tri chiSn luqc m<)t

13