Tải bản đầy đủ (.doc) (26 trang)

Tiểu Luận Quản Trị Chiến Lược: HOẠCH ĐỊNH CHIẾN LƯỢC PHÁT TRIỂN CỦA CÔNG TY CỔ PHẦN SỮA VIỆT NAM GIAI ĐOẠN 2011 - 2020

Bạn đang xem bản rút gọn của tài liệu. Xem và tải ngay bản đầy đủ của tài liệu tại đây (627.54 KB, 26 trang )





 !"!#$%!&$'()*$"+,-
Đ ti:

."/01
23456
7899:7878


";< 
)=>)?-@$


Tp HCM, Tháng 04 năm 2012
 AB$  CDE$)
    !"
 #$ !  !
 %&' "  ! !
" ()*)  " !
 +, " ! !
 -./&    !
 012()*  " !
Tiu lun Qun Tr Chin Lưc
"
"F>GHI!
)I$9J;)@!K$CELM$M>NO
3 4$
3 $56.78566.'9


3:*&;64&%&
3"<='>
3?%@ABC&6'&D:E6
)I$7J)P$QR-)>KQ'+F$CSB$$CTD
3(6F&
33(6F&E7GH&G)I&J6.&DB'&KG(.6K.
33(6F&&=#8566.'9&DLMA'@6
3(6F&E'6.)NAOEPQR&'P6&S
33BE'6.)N=TU&
33V'QKRLM
33:FL5&A<W;68=TLM
)I$UJ)P$QR-)QV$))V$)K$CQEW<)I$LM@QM>
3I'6X&J6.0YGH&Z[&6\&D:E6
3(6F&6.]:^
3(6F&6.?_`
3":a''56.:E6
3:5&=R'W>H&*bc&DGI'6X&J6.
)I$XJ)*$N+,--)T-K$CQEW<)I$LM@QM>CMHTY$7899:7878
"FO*Q

2
Tiu lun Qun Tr Chin Lưc
"Z5
$c6.&'XG)I&GW)*LR&DU'Qc6.&3dZ&S&V
e6@6RQcGfb'bcP&'@8Z)I&A6R6PgZV=E696'X
&5&&e&U8Q6.UbA<Qc6.&'XG)I&3A7A'@ACZS&D
b;6=#e6Qc6.8c''9.1A6%&Z/ZhA<&EA'@&Z9
=EZ9h&ML'GSZE'='&/68c'6.c'5bi&cLHLR&j&D
>'@83]'6'9G&/6E'86F&AZ).&5&&'XG)I&8566.'9
ZXY&D:E?M0''G=3

k='X6%&&V'l'JA6N''6H&'@=E'<b'6'9G&V
'<&4&)&m.;6Z)I&LHV8f&DS&EA&5&bJ3
V&/6E'&6n'GN'&5*ZX6SZo&
&;8='X6%&&S6'X6Z9&/6E'6b'6'9G3
3
Tiu lun Qun Tr Chin Lưc
59J[23456
99W$C\!M$
:E6&48SLM0'@6Z)I&6G86.QX6
ZLR$k]:Y&D]e:E
'@8
ZSZD:E6:48S?M0'@6
A'X66h60pqBp
&m!E%&XP$P83-:FB'
_KbL'>Krrr3A''G=3&

:*&;ARZ'<G@&D&E6
97%!]Q'V$)<)]QQ' $
'<6G&E6?MP:stB'<6e&4:EH&8T
Y G'>Al':E6:48SEGJ$*Z96G8WF'@8
'k?M]73'>6JZ'<='@&:E6686
&EA66.)N'<6.0'@63
5YZ5>;R&Q6.UG&F6%&&9Z4'6
:E6:48S3Z4'66:E6:48S?M0'@63
YLR&48S&jGJ'&DZR'65&G'K>6.:E'
kLM]7uLZ4'665LM]7v=565
LM@qPG'>Al'?q]'GGK.qL']30Z96G8&E6'
>?q]B'GGK.0'@63?c8TZS6'&D&E66)*'@w.=
Z)I&6.66.)N3
4

Tiu lun Qun Tr Chin Lưc
Y0''G='X66.66.)N&%=5( :B
 P6.ZVAR>:E6S6)A='>AR)l&h'MG
PxARZ'<G@3
g'Ze&)*6.76.6.J'bjLMbh6ZS6yA'@&66V6.6.J']jLM
$Pe66.6J'zAl'Z'L/&"&3.6.J'&{Z)I&Z'
AJ6ZeL='Z)I&66V3
Y&48S&'8R'x&D&E6LM?*3:E6ZoZJ6
Z)I&.;6'<>'@&Qf
9U^-_!QW-)`-
9X
C)D$)$C)aO$)bTM$)J
|?cW;6='>LMe8PLMbe6Pbe6>'>)}Pb5PLM6)*'PLMZP
)l&'c'=56P)l&t86.5'&A&5&Lc8T6yLM=5&3
|'>6H&8T&E@P6'X6b8C6\PA66)PV&;6AG'@3
|'>PE''l'='>b;6ZeLcP&6=Pbo'3'>A
6c'biE6EPbR&WX8V3
|'>b;6ZeLcPP=5&LJP>&ACZ;6P&6AY8jP
W>H&*LgJ6S=>&)&E6.7>>C
|:YE'bjLMP6 6.U6A&YE'aI8Pb5ZeA6LR3
|?cW;6b5.)IPb'PZ-RP6H&8T&Xb'XP&~RP&st.W
8'j63
|?cW;6Ab5bb7P'6.bb73
|?cW;6Pb5Lc8TH
|(j=5Z=3
9c`@$)Dd-B!-eMK$CQE
?%B@:D:E60''G==EyZ>JV&5&>jLc8TP
g.eGo6488R'i>6.7A6.F>•ZSb<AM6.66.)Ne'Z
A6R'ZVGI'F&&D&4ZE:E63
5

Tiu lun Qun Tr Chin Lưc
BC&6'€0l'C&6'6.g6e66.M68Z6H&8TA)l&
'c'=56&VGI'&L%&=zZS6J'0'@6P&E6bh6ZS6.'9='>H5g
.eA8566.'9)l&'c'=56&VGI'&L%&=zKA>H5Q'&GJ'Q'
ELcW;66J'B'<3G'>H56.UZ'9i6.&'XGH&8566.'9
G>'&D&E6•3BC&6'&D:E6G6R'ZV'56.&D&4ZE
6
Tiu lun Qun Tr Chin Lưc
57Jfg2h
79)P$QR-)$CD$)
799)P$QR-)>K)V$)cN?-N+,$C-Y$)Q'M$)-eM-)MiNT'Qi'
YGH&6)*G)I&D&&;8&5&&E66.LM&VGI'
6X[&&cAl')N'&YE'6.A'@&6G'@LMP6.ZV0''G=
G6GlP&'XxLcG)ILM&D&c)l&3]&JZVPLM&j
8C6e&AG'@LM8=T6y)l&'3)AYGH&6)*
G)I&D&&;86)*ZR'&3
YGH&6)*G)I&D)N'LM=E&58GH&bg'b;6&%
88R'3R'Al'Lc8TLMP=''5G'@A&P&5&&E6
LM&V69b5Al''5&=5&A•8c'&;83kALM&V69
&9Mb;6GI'6y8'&&;8b'L&=5&3YGH&
6)*G)I&D)N'6;83
K>U&DLc8T66XB[6LM'@&)&VLc8T6
6X3'PXWt6.e.&S&D)N'6'>\PLc8TLM&V69&J
6.Al''<[6&YLV&L%&=zK=5&))l&'c'=56‚kA
LMF6&.D'.6yLc8T66X3
&*&D&5&ZR'6DW86'<6R'Al'Lc8TLM67&'8F
'8=E&3)I&GJ'&'8F'8ZR'Al'Lc8TLM)l&
ALM&GJ'=5&3$6.U*Z96'X6G8JG)l'88R'.eZj'z'
e6&'8FGl3)A&*&D&5&ZR'6DW86'<66)*ZR'&3
?H&J6.'M&5&&E66.LMb&J6.&g&5&

&E6LM6.)''G=Pqbb66PBK>ƒLPKL6GtPk6&G>‚
.6)*G'P66.)NLM0'@66'X86C&g.eA%&Ze&J6.
&&3
)ALMGE'6.)N=5;8>•ZR'Al'&5&ZS6)A7LH&J
6.&PE'6.)N8&e&6)*ZR'&P&)&VLc8T66X6E66.
66.)NP&&;8A)N'&VA6.F=E&6.66.)N3
797)P$QR-)-)!Oj<)]QQ' $-eM$CD$)kLM@QM>
.LH 8566.'9&D7P&5&8c'6.c'Q&5&''ZJ6y6Y
6.)gZXbcjA&R'&\GL65'3LMGe66.M&V
6F4Z&PF6b65&Zebg'&=#='6X30'@6ZGQR&'&V6R&Ze
6Y6.)gLM=5&6.=AH&3
7
Tiu lun Qun Tr Chin Lưc
 ^''ZJ P%&6Y6.)Nb7Qa'Y&DZJ6PxP
&m6;8*LAl'6R&Ze6Y6.)gPxY&D.$R&3
F68S6K'56.670''G=Ak6&>'@G&E6LcW;6
LMGl;6&c)l&PZ&'XSx68S3?MJ'86y&5&o)
BK>ƒLPqbb66PKL6GK333&'X=cx68SPAl'&5&Lc8T&DX
GLMbe63:jGJ' x68S6e&A<=c6.&E6LM&VQEz
)6's>P'B'G=P]07333?Mbe6'@ZG8=/&&J6.=R&G'@6
;6'M&5&Lc8T6.)l&A8=T3.66.)NLMbe6P&5&GJ'LM
8=T&'X=cx68SP0''G=Ak6&>'@Z&'X'M
68SGSG)I6GxAx3
 '@&5&oLcW;6LM6.)l&&jZ&L%&t8&J6.
e6'6Y>A'@&'c6X&LMJ'86K&FL5&&h6'c6XQ
&D0'@6='6H&'@&5&&=X6:„(q…q&D=AH&q?„qA&=X6
Al'4&%&)*J'6X'l'_`3
(=/&66.)NLMZ[&ALM)l&&D X>&5&&E66.)l&
h'M3:m6F.'0''G=Ak6&G>P&E6Zo&'X=cx6
8S6.66.)NLM)l&ASx66.)NLMZ[&P8S&jGJ'&DX>

&5&&E66.)l&=5&h'M3?H&J6.&D&5&Lc8TLM)l&ALM
Z[&8=TS)=EZ5=93
 6.)NLM)l&Z)I&Z5'5G66.)N&V'<6'<Y6Y6.)g
6.6)*G'PAZ&{G66.)N&Vb'GI'=5;8>•36.)N&5&
Lc8TLMZ[&Z)I&>Hb5&V6R&Ze6Y6.)g&*>6'<Y66.)N
=E&j'<PZ-6N'b'GI'&D&5&Lc8TLMZ[&&{6)*ZR'
6;8LAl'&5&Lc8TLM=5&3
 )ALMGZ6.''ZJ8566.'9P'@&SA<
LM&6YPALc8TLM6.g6Lc8T6'X6XPAl'&E
@&'@ZJ'P@6R=88R''@QcA'5&cI8Gf67
LML†6'X86C&8566.'9*6.6)*G'3
77)P$QR-)>KQ'+F$Clm>Kn%!o-CMDTD$I!
0'@6Z6.''ZJ6Y6.)gA8566.'9='6XJ†Al'6R&
Ze€6S6R&•=t6K%&68P%&LR&D)N'>&{Z)I&&c'6'@.1
.@63?MA&5&Lc8T6yLMZoS{'*Al')N'>PX6.)l&MY 
&m&VLcW;6P88R'LMP&DXGLMZ[&ALMbe6u8J'vP'@
66.)NLM0'@6Zo&VSoe'ZA.;6'<>'@88
8R'LM&'e666.)N6'<YAl'!6.'@>364G)I6'6CLM
0'@6G'6C&6YJAl'%&6yxYP6K>Hb5ZXY%&
6'6CLM6J'66.)NL†6Y;8ZE'A6'X86C&6Y;8ZE'AY3
0<%&6'6CLM6.b7&D0'@6'@=cP!=)N'Y6%&G
Zo6Y;8GSLAl'MYZS68' 3K>Hb56.6N''Lh8
8
Tiu lun Qun Tr Chin Lưc
6l'%&6'6CLML†6Y6y
xu6Y6K68
b7Qv3?c8TLMG
Lc8T>'>)}b4L
'&5&bMYP
Al'6.‡KP66'X'

AM)N'6.64'ˆ
LM&V65&>CGla6.IL%&
=zK3.66.)N&V.;6
'< GJ'  be6  {  &R&P  Z-
R6Y&)NL%&=zK‚
)&5&Lc8TA<
&;6G)IAZe>'>)}
=E    6  6  6X
Z)I&LM3
'6CLMb7QZS)N'&m=c =YP6;8*'<LAl'&5&)l&
6.=AH&&{)&5&)l&:‰3

kZ[66.)8C6e&A6R&Ze6Y6.)g&D<='6Xg&5&)l&
Lg6J'PAl'6R&Ze6Y6.)gŠPx6.MYSZA6AZV%&
LR&{)68&D)N'>&Z)I&&c'6'@PLMA'@6.1.
&&V67Y8566.'94ZAl'6R&Ze&
779KQ'+F$C$)P$O)p!)A-
X6&;>LR64>
LR!3! 3)N'
• ?R  M  'l'  "33"
)N'
• ‹LR'l'6F !P
6.M
• ‹G@6Y>LR Px
u v
• ?R>LRg=AH&
6  6  3"3
)N'u&'X Px>
LR&c)l&v3
:*&;Ze64'

"64' P"xu3"3 !ŒM3!3v
"64'xu3"3ŒM3 3"v
6.64'Pxu3 !3!ŒM3"3 v
‹G@L' P!L'3>
9
Tiu lun Qun Tr Chin Lưc
:B%&LR&D)N'kKLRG'@6R=P68b7QZS)N'
g0'@6YGP6.'@Z-3)N'6668b7Q&*
)N'E6EP"GS3:G@&'MVx)N'';6Al'Vx
)N'~;6GPGSu"vA&6Y38b7Q&DZ-
b6'9LR&mbi"xLAl'6.b7&c)l&3:LR&6;ZJ'be8
)N'0'@6&V%&LR6;83^'5=LM6)*'6'@66.\bi=JPA7A
)N'>~&)&V6'<R?M3
.677GJ856&6Y)'@P&me6VF6)N'ZD6'<
GH&='6XLc8TLM3H&6X&6;)N'8R-:FB'A
e'6'6C!xG)ILM&c)l&3&%&LR)N'>L†6Y6G)I
=5&6'6CLM3
777)=\!i$!o$CLM
0'@6=E8c'G)l&&V6.<6RLcW;6LMPA7AZJ'be8>
&/&)&V6V'QK6'6CLM3'<)N'Gl=E69RLM6)*'3
AZVLAl'&5&6H&8T=5&A68&DZJ'be8'Z70'@6u;6
Gg&5&A\E6Ev67'5&c&D&5&Lc8TLMg0'@6A•&j=5&3
:jg'<)l&=5&PAl'%&68&PA'@&RLM6.g6e6Z'<=E
696'XZ)I&6.6H&Z*v3
M)l&&VZ'<='@='6X=5ZoW>H&)*6.7LMU&Z)NP
&&;8'8F[&'5.;6.‡&&5&&5•'5AU&L'6'9U&3'<
=E&m'/8&5&&58566.'969&;6P&j'/8&5&&5&V6V'QK6'6CLM
='GlG3
77U)R$)k]-)laq!_Q$)#<O)p!LM
:FL5&&D)l&A<LM8=T6.MYQ&)6/&ZT

Z)I&8566.'9LMe'Z3:S&V&FL5&6F&Z5=X=F&&5&&E6&X
b'XLM0'@6'c>SG)ILMbe68=T65'&XP6Y>S6‹6.ULM6)*'
LcW;66.)l&3'P0'@6Zo.8_`P6yX>\&F
L5&6XZ9=X=F&J&X8LMbe6L†=E=c6'PA7A&S&V
M&FL5&6F&I8&Ge6.7ZXY6.gZ'-G'@6yLM
6)*'LcW;66.)l&6R'6'98c'Z58%Z)I&6."x&SLMG'@3
kLRZEP6‹G@L'&P6R&Ze6Y6.)g='6X4ZP68>S&c'
6'@PZN'LRA6&;6&&A;Z<L%&=zK&Z)I&Q6PAl'
e6E'6.)NZ)I&6'')Zo'PM&FL5&46.I&D)l&6.
A'@&=X=F&&YE'A&Xb'XbjLMP&5&&FL5&J6Ze&D&F8D
6.A'@&&YGL%&=zK&RL>'>)}=X=F&)N'>>\LMZ9
&c'6'@AV&>5P6.F6@PW)*&R6&6;6&cU')N'Z[&b'@6G6.‡zA)N'
'P&5&&'X>&RP856LM'8F&D&5&&E6LM6;6&cV88S6J
e666.)N6'<Y&LMA'@63
10
Tiu lun Qun Tr Chin Lưc
 ]5&564=X666.)N0'@6&De6&E6LMZQR&'.1
^k(0'@66Y=c!xYA6mG@6.‡L>'>)}A•&j=c6.
x3?&*'&D&5&>'@8LMig=cYLh&Gl&D
)N'6'>\Al'&5&=cL&QR&'>&&'XG)I&8j&RP
'c6‹G@L>'>)}&D6.‡&jZX>)l'x6.AjY6l'3&5&
&FL5&&YE'bjZZ)I&ZTJV88S6Y&)N-G'@
&&5&&E6LcW;6LM6.)l&6A78=TPZ96YL%&&J6.3]
&JZVA'@&A'@6'8_`e6&*e'Gl&LMA'@6'86
6.)N6X'l'AU&z'=''@6.A'@&&Xb'X&YE'AQcGf‚Z9
6'@*6J.MLc8TLM&;6G)I6R6A'5&c.‡*3
 $ZV&/6&{6;Z)I&R'ZK>U&LMA'@6GA'@&e'
864&%&6)*J'6X'l'_`L†='X&&5&5LcW;6LMz6J'
A'@&L†=E&VL%&&J6.Al'&5&68ZLMGlJ6.6X'l')
BK>ƒLPqbb663AZV&/6GJ'&)&Ve6E7&YE'Qc

Gfe6&5&'@Qc3-G'@&D&/6&j6'X.;6'<be&&/6
GE8c'8=TG'@6y)l&'&FZ'<;G&'5&D&5&GJ'
LM6Y&&/6Zo=ELn>C6R6P'@QcM6'Qf'56'
'&D&/6Zob6[3GfLFJ'&D)N'6'>\A'@6&j.;6
&ux6.6'>\v3
11
Tiu lun Qun Tr Chin Lưc
5UJfgrr23456
U9",Q)*-Y$)Q'M$)lDs$CN?-Ht-Q)u-eMK$CQE
Vị thế của công ty trong ngành:0''G=G&E6LMGl;6&c)l&Al'6
8Sx3$E5&{Gl;6&c)l&Al'64&EL;6'@G"
76;YPZJ6'@L;6x3
^'56.&R6G1'&D&E6
|E6.U6H6.UPb7Z•A&R'X&LH8566.'9&D&E6G
MZ'<&/6E'6.6.U
|Ž&F>5OP>5GP>5&6.5&'@A)I6QU'6n65&Z9
ZJ6Z)I&C&6'&=X6
|:g'gLH6.Z4'6•6hAl'6'6SW>HG&*LgZ9'/8Ze'{
&/6E'6.ghbV*PJ†*
|:F6.H&b;6&%Z'<7&/6E'GZ<6.6.H&P'bJ&AZ/Al'
ZJGf
|'j&5&GI'F&GI'F&&D0''G=&{GGI'F&&DA'PZR'65&P
)l&AWoe'
|'@QcGEQ6ZX'56.6Y6K6.6;6&c&5&J6ZeZS6)P
='>A&EA'@&3
|?56J&/6E'6E6.U'<ZPLH=5856FZe&Z5&
A&5&'c'8586'6'X3
U7MQ'#$Q)(<)I$Qs$CQ'+G$C
8S0''G=u0Bv xY6.)gb7Q3x
 ‹G@

>LR
8S R'6D 8SZR'
6D
B%&  6Y
6.)g6
6.)N
  8S
6)*ZR'
?M6)*'uqv "x x k6&> x x 3
?MZ[&u]v x x k6&> "x x 3
?Mbe6k'KG&u:v x x qbb66 3!x x 3 
?M&ukv x x k6&> x x !3
)l&  t8  6.5'  &
0s.KLu„v
x x   '@8
(56
x !x 3
12
Tiu lun Qun Tr Chin Lưc
B6.68S6Y6.)g]:^
"  ?q•uN'=#='v $KL6'B.=Lu&)4Zv
  
   
  
  
!   
  
   
  
     

 :q?:`_uN'=#[65'v  kLuN'=#&V5v
  
   
  
  
  
  
  
  
 ! 3 3 3  3 
ol;k&$<)p>kLMQ+^lDkLM-)!MZg6N'=#hong kimP&V%&6Y6.)g
&A68S&>'@8&V=cY6JZD-6Z96H>6.73
• ?c8TZ)&5&Lc8Tl'Pg.e&5&[6PZ4'l'&;6G)I
Lc8T6K)l&iZcbc>66YG'6C&3
• ^'5LcG)IGl'56;8>b5P&;8%&Go'Ay8c'iZT
JV'<.66.)N3
• $c&5ZTJib5'<V*3
• 88R'g.e66.)NZGfPZTJL&5&66.)N&)
8566.'93
• ?cW;66YLcG)I6K6N'AC&Z'9
• H&'@&'X>&.=K6''X&'XP&FL5&66VZR'6D
13
Tiu lun Qun Tr Chin Lưc
ol;k&$<)p>kLMSvQlD$+;-w<x'ik)gE>;z'PLc8T&)4ZP&V
%&6Y6.)g&)68S&j6;8>&5&ZR'6D&J6..;6h6P6'X8
6C&ZS6)ARZ9'MAMA6Y68S3]GoZJ&SZS6)66'<Z9b'X
&5&Z*A6>JE'L3
• ^'56H&'@Z'5&*ZR'6DP=Xo'&3
• 88R'6>C=&VL•6KZ•&;8&D=5&3
• $c&56Y&)N3

• Xo'&P6H&'@g''ZJZS3
ol;k&$<)p>kLMHt-gE[65'PLc8T&V%&6Y6.)g6;8P)6
8S&6JLR>)6'<&V69a6.I&&5&Z*A=5&&{)a'GH&&J6
Ze'&%8566.'93
• ?c8T6R&Ze6Y6.)g66.)NZo'cPZG6N'=#GI'A
>LR&;6&D&E6P&Rh=t>'6N'=#.bi&5&&'X
G)I&Z4'l'Lc8TJ*Z9>6.768S6.UZ'9Pbzbl6e6LR
Lc8T=t'@Qc3
• ^'566.)NZo&;84Z'53
• 88R'66.)NZo&;8>6.7PZR'Al'66.)N6;8
bz3
• :;6G)ILc8T&/6.UPLcW;6LcG)IGl&V69>G
'c&;6G)I3
• H&'@&FL5&.=K6'g>Jh&g=5&>UZob'X6ZX
Lc8T3
UU)P$QR-)>MQ'#$y
UU9^)vz{
-O1: Nguồn cung cấp nguyên liệu ổn định
-&&;8LMG'@&;6G)IA4Z3+>HZ)I&R'Q
@b<AMAl'&5&&&;86EQ&FL5&Z5'5Pa6.I6'&F&
E>&D&E63
f=X6I8Z-YAl'&5&&&;8LMA'@6J'"xLM
G'@Z)I&6y-LcW;66.)l&3
:5&5LcW;6Z)I&Z[66J'&5&A6.F&'XG)I&SE6.J'bjLMP&
8t8&E6>6.7AZTJQ@Al'&5&&&;83Z-6N'&{69
&U.;6=OA6.FZ[66.66LMZ9ZcbcLM6)*'ZJ6&;6G)*6R63
:E6&j8=DLMbe66J'‘&PKr’KG>Z58%&SLcW;6A<LR
G)IA&;6G)I3
-O2: Gia nhập WTO
14

Tiu lun Qun Tr Chin Lưc
0'@&'864&%&)*J'6X'l'_`&D0'@6ZKGJ''<&*
e'8566.'966.)N&D0''G=P&5&.&c6XQ>S>SZ)I&65bzP&*
e'='>&Z)I&g.e3
-O3: Tốc độ tăng trưởng của nghành rất cao
6.)NLM0'@6&8566.'9>68)N'>Z)I&
&c'6'@P&S6'>\&5&Lc8T6Y&)NL%&=zK)LMe66Y
63AZVAl'GI'6XGe6>'@8e'ZGl6.P0BL†>
>='67'96'X)N'6'>\X)LL5Al'&5&oLMJ'=5&3
-O4: Thuế nhập khẩu nguyên liệu sữa đang giảm dần theo cam kết với WTO
X8=TG'@LMZ6;8*6K&=X6Al'_`PZG&*
e''c&'8FLcW;66.='-G'@be6LM8=T&'Xx3
-O5: Dễ dàng đưa được sản phẩm mới vào thị trường
@6R88R'6R6&{Ge6X6Ra6.I='0BZ)ALc6
6.)N&5&>jLc8Tl'uX&5&Lc8TZ)I&)N'6'>\&;8v3
-O6: Lợi thế là một doanh nghiệp nội địa lớn trong ngành
0''G=G>'@8ZS6J'0'@6A<LcW;6LMA&5&Lc
8T6yLM3'@P0''G=&'X=c x68S6QR&3'@6J'&E
6&V6."((6.@6R88R'Lc8T0''G=A&V6."3Z'9
b56.@6R6QR&3]5Q6;6&c&5&@6R?'66.6
QR&3
-O7: Các chính sách ưu đãi của chính phủ về ngành sữa
$X6ZLR!$k&DD6)l:F8DZ[6.&m6'856
6.'9LMAl'C&6'6l'YLM0'@6ZJ6LcG)I!
6;PZJ66;AG6.'@6;30l'&FL5&6.PA;Z
G'@&&E6=E&jG5[Q5GlP'/8&E6='9L56Z)I&&'8FA
-G'@ZSA3
)I&LHQ6P)Zo'&D)l&3:5&&FL5&=X=F&E>
E'bjLMg&5&A\&PZ-'/'PA\='6Xl'3:F6yM&F
L5&ZV6J-G'@&&E6P'c6'9Z)I&G)IGlG'@8

=T396yZVLM6.)l&8566.'93
-O8: Các sản phẩm được sự tín nhiệm cả thị trường trong nước và ngoài nước 
:5&>'@ZJ6Z)I&k'@q\GZe3&)*e&G8
J]3&)*GZeJ;6P7P]3%ZS86K0'@6
&;6G)I& YG'<6y u]5?'^j'X8v386K0'@6
6F&;6u]5J'X6v3J6'XAGl6.&eZ-PW>H
Z)I&Gj6'&=5&3
:5&Lc8T&D0''G==E&mZ)I&)N'6'>\0'@66F'@
&j&V6FZR'Al'&c66.)N')l&3XPLc8TLM0''G=Zo
Z)I&W;6=TL66.)N'<)l&6.6X'l'B“P:>P(58PP%&P
:?t&P]GP.$R&P=AH&.EP=AH&:”PP:8&'‚
UU7)]-))`-z{
-T1: Nền kinh tế không ổn định (lạm phát, khủng hoảng kinh tế )
<='6X=E4ZG&&S6'>\'cA=V=Y6.
A'@&J&Z&FL5&&D0''G=Pb&JZV&jG'6Y&'8FAJ
&X=cY&J6.&D&E63
15
Tiu lun Qun Tr Chin Lưc
-T2: Gia nhập WTO làm xuất hiện nhiều đối thủ cạnh tranh.
k0'@6e'866.)N'6X6X'l'66.)N6'6C&LH
&J6.J†&DLc8T8=TAl'.;6'<6)*'@QR&6X)
qbb66PBK>ƒLP….'LPA&cMLcW;6&V&*Lg6.)l&)k6&
G>P6's>‚
- T3: Ảnh hưởng khủng hoảng kinh tế, chính trị toàn cầu
:e&=Dc='6X&F6.6X'l'c)g.;6GlZX&*e'g
.e66.)NW;6=T&D0''G=3
-T4: Phân khúc sữa bột ngày càng khó khăn hơn.
?MZ[&PLM)l&ALM&GM[60B&'XGOZ)I&8S
Gl68S6.)l&N6N''J6Ze6)*ZR'G*LAl'&5&&E6
=5&3:J6.Gl;66.&5&>jLc8T&D0B'@&VG†GLc8T

LMbe6uZ[&b'@6GLMbe6>&6.‡Kv6y&5&oJ'8=)k6&
>PKL6GKPqbb66PBK>ƒL‚oLMbe6&D&E6'@Gk'KG&>
&6.‡KA)N'Gl3'Al'6Gf)&e&5&Lc8T8J'&
6.‡zu[&>\Lc8Te'Z&V'5&mbiLAl'LM8=Tv6768S
&D0BbLL‡&&5&oLMJ'=E8c'Gz3
-T5: Rủi ro về thị trường xuất khẩu
:E6'@ZW;6=TLc8TLp.QP5'GP:”P:‰3
&S&5&66.)N8C6e&ALH4Z='6X&F6.&\&5&)l&
X&Vb'XZeA<='6X&F6.67L†c)N=E6R6ZX=X6Qc='>
&D&E6
-T6: Các sản phẩm sữa giả, kém chất lượng có mặt trên thị trường ảnh hưởng đến sản phẩm
của công ty
:5&Lc8TLM'cP=t&;6G)I&V[66.66.)Nc)gZXLc
8T&D&E63
:5&6E6'L'G@&=E&V&*LgPV'LM0''G==t&;6G)Ic
)gGlZX6F&D&E6
-T7: Rủi ro các chính sách về thuế và tỷ giá
•D'.J'6@856L'='&VLH=5&b'@6Z5=9'M&5&=c8c'6A
&5&=c8c'6.c6KZ-J'6@c)g6.UXZX=X6Qc='>3
:FL5&6‹'5&D:F8DF64ZA6Z4'c)gZX=X
J&8=TG'@&D&E63
UUU| >Y$)z{
-S1: Thương hiệu mạnh , thị phần lớn (75%).
0''G=G6)*'@QK6e&AZ)I&)N'6'>\0'@66'6)g
LH>C*"YQ3
•)*'@0''G=hG'<Al'&5&Lc8TLMALc8T6yLMZ)I&)N'
6'>\6F'@3)*'@Z)I&b7&UGe6€)*'@4'6'X•
AGe66.V6)*'@J>]e:E)*b7&UY3
0''G=&{Z)I&)N'6'>\b7&U6.V€80'@6
&;6G)I&•6yY ˆ 3

-S2: Mạng Lưới phân phối rộng khắp (64 tỉnh thành ).
BJG)l'88R'Ab5.e=h8&D0''G=GX6R6'X6X>•
ZX6&E6.J6ZeP&8t80''G=&'XGOZ)I&LRG)IGl=5&
AZcbcA'@&Z).&5&Lc8Tl'A&5&&'XG)I&6'X86'@Qc6.
16
Tiu lun Qun Tr Chin Lưc
&c)l&3'@P0''G=88R'.e=h8"6m6Al'88R'
A*3Z'9b56.6QR&3
@6R88R'=X6I8'M'@ZJ'A6.<6R?c8TZ)I&8
8R'6EQ@6RBK6.PL'6–)N'6'>\u='@ZJ'vŒ8
8R'–Z'9b5G‡–)N'6'>\u=6.<6Rv3
-S3: Sản phẩm đa dạng, giá cả cạnh tranh(150 chủng loại sản phẩm)
:/6E'&&;8&5&Lc8TLMZ>J8C&AC'<ZR'6)I)N'6'
>\3:/6E'&V&5&>jLc8ThZXe6LR=5&C&6'&
b'@6)6.‡zP)N'GlA)N''&\Al'&5&Lc8T>&e'Z7A
&5&&gLg='>)Q5&st3]&JZVP6EQA'@&&&;8&5&Lc
8TZ>JZX)N'6'>\Al'&5&=F&&}bb7=5&P&/6E'
ZX&=5&6J'66.)N0'@6&5&Lc8TLM6'@>C&V69
6K>>3
-S4: Dây chuyền sản xuất tiên tiến
:/6E'Ln>C&E@LcW;6AZVV''@ZJ'6J'6;6&c&5&53
:/6E'8=T&E@6y&5&)l&&‰)%&PŽAC?OZ9%
>CA>&<LcW;63:/6E'G&E6>;66J'0'@6LgM@
6R5V&Ln>C&E@L;8>'.&DBJ&Po>•ZS6X
'l'A<&E@L;&E'@8PLcW;63:5&&E6):E5'u&E6
6.H&6e&&D….'KLG>…>LvPKL6GKAKrwKG>B'G=&{Ln>C&E@
AQ6.7LcW;63'.P&/6E'&jLn>C&5&>&<LcW;6ZJ6
&TQR&6X>K6.(=&&;8Z9&.Lc8TLMA&5&Lc8T'56.
&E6=5&3
-S5: Ban lãnh đạo có năng lực quản lý tốt

0''G=&Ve6Ze'{GoZJ'z'P'<=''@A6AUZ)I&
&%'bg'GI'='>b<AM3
-S6: Quan hệ bền vững với các đối tác
0''G=ZoW>HR'Q@b<AMAl'&&;86EQ&F
L5&a6.I6'&F&E>Z9bjLMALM&V&;6G)I6R6Al''5
&3'<'/8bcZc-&&;8A6G'@&J6ZeLc
W;63:E6Zo=f=X6I8Z-YAl'&5&&&;8LMA'@6J'"x
LMG'@Z)I&6y66.)N6.)l&3:5&5LcW;6&D0''G=
Z)I&Z[66J'&5&A6.F&'XG)I&SE6.J'P&8t80''G='A'@&>6.7A
ZTJQ@Al'&&;8&jZcbc6Z)I&LM6)*'Al'&;6G)I
6R63
:E6ZoAZ&VM>H56.H&6'X8&YE'bjLMP'.&ja
6.IE>E'bjLMPi&DZe*A<G'@ZSA3]&JZVP
&E6Zo&V>H5E'bjLMgKrwKG>uQR&'W;6=TLMG'@
'<;6A66.)N0'@6vi&DZe*A<-G'@3
0''G=6'6C*LcG)ILM6)*'G'@LcW;66.)l&P
Z'<='X&0''G=&VL%&J&'8FA<'5LM6)*'G'@6.6
6.)N3
-S7: Đội ngũ tiếp thị và nghiên cứu sản phẩm giàu kinh nghiệm
0''G=6RGO66.)NN686.Qc&5P6'X86A=Ey
Z4'l'Lc8TAZcbc&;6G)IP&V=cW5&ZA'9W)lA6
'X6'>\PZ'<'/8&E6686.M4GH&8566.'9Z9W5&ZZ[&
6FLc8T>)N'6'>\Z5'53
17
Tiu lun Qun Tr Chin Lưc
YGH&'&%A8566.'96KZ')l66.)N3]e8'
&%A8566.'9Lc8T&D0''G=&DZe6H&'@'&%AI865&Al'
&5&&E6'&%66.)NZ967'9W)lAJ6Zeb5P8c-'
&D)N'6'>\&{)8)*6'@6.<6EA<&5&A;Z<6H&8TAZ-
R–&&;8&5&Lc8T8\I8;6&=5&3e'{b5'<

=''@Zoa6.I&&5&88R'8C&AC6R6*&5&&nb5G‡A
)N'6'>\Z-6N'Qcb5Lc8T&E63
e'{b5='GE'@ACa6.I&5&J6Ze8A8566.'9
&5&Q@Al'&5&88R'Ab5G‡l'3
'.&E6&j64&%&'<J6ZeQcb5P6'X86Al'&5&8
8R'Z8)*iQcb5Lc8TAW>H6)*'@6.6QR&3
:V&5&@6Rb5bi6D56P6DZE30'@&ZS6)@6Rb5
'@ZJ'Ge6.&cZR'Al'&5&ZR'6D&J6.R6'A66.)N6H&
8TA6%&RbN'A7A'@&6.b@6RZj'z'e6=cZS6).;6Gl3
-S8: Năng lực tài chính vững mạnh
.=''<>'@8Z=V=YA7Go'L;6A670''G=&V&*
&;AR=56P6mG@I46'LcGPxu v3
UUX >3*!zy{
-W1: Chưa chủ động được nguồn nguyên liệu, phụ thuộc nhiều vào nguyên liệu nhập
khẩu( 60%)
'@[&>\0BZ&V=XJ&W>H6.6.J'bjLM6.)l&
LG'@8SGlA•8c'8=Tu&'XZX xv>ZVL†&65&Ze
bg'&5&X6R)'56X'l'P6‹'5‚
-W2: Giá thành các sản phẩm từ sừa nếu như so sánh với các nước phát triển trên thế giới vẫn
đang ở mức khá cao
^'56&5&Lc8T6yLy'@X)LL5Al'&5&)l&8566.'9
6.6X'l'A•Zg%&=5&3'<='X&e68SZR'6)I)N'
6'>\6.)l&&V696'X8&Al'&5&Lc8T3
-W3: giá cả phẩm của công ty chưa có tính cạnh tranh cao so với các sản phẩm khác.
8SGlP6)*'@J)XLL5A<'5&c67&5&Lc8T&D
&E6&)&V6F&J6.&LAl'&5&Lc8T=5&3
-W4: Chủ yếu tập trung sản phẩm vào thị trường trong nước
0''G=&m686.'@Qc='>&DX6J'66.)N0'@6P*'
&'X=c!x>66.AjY6'&FAyQ3
0''G=&ml'W;6=TLc8T.'0'@6ZX&5&)l&)‘&P

:b>'Pp.QPr'6PKBG>'AKLPK('G'88'KLP?.'KP2q„AB“3(
GJ'&5&66.)N&DX6KA\)L
0\?RG)I66.)N
q?„qu:b>'P('G'88'KLA0'@6v
.Eup.QPr'6P2q„v
(S&jGJ'"u&/XG‘&PBG>'AKLP?.'KAB“v
-W5: Hoạt động Marketing của công ty chủ yếu tập trung ở miền Nam
0''G=&)ZS6)6F&Z56.A'@&&'XGO66.)N'<]h&Pe6
66.)NZS6'<YAl'6Ze>LR.;6&P&5&J6ZeQob56)*'@
&ml'>yg%&6E6'&=5&b'X6A<Lc8T&D&E63
18
Tiu lun Qun Tr Chin Lưc
:W6: Thị phần sữa bột chưa cao, chưa cạnh tranh được với các sản phẩm sữa bột nhập khẩu từ
Mỹ, Úc, Hà Lan….
Kb5&5l';6&D]0?:66.)NLMbe66.)l&>Lc8TLM8
=T&'XxPk6&G>&'XxP0''G=&'Xx3
33X6I86.?_`
y
}
z~:{
:9-&&;8
G'@4Z
:7J^'8_`
UR&Ze6Y6.)g&D
.;6&
:XX8=T
G'@LMZ'c
>S6K&=X6Al'_`
:ck>Z)Z)I&Lc
8Tl'A66.)N

:•I'6XGe6>
'@8e'ZGl6.

:€:5&&FL5&)Zo'
&D&F8DA<LM
:•J:5&Lc8TZ)I&LH
6F'@&c66.)N6.
)l&A')l&
~
z~~:{
:9J<='6X=E4
ZuGJ856P=Dc
='6X33333v
:7^'8_`GW;6
'@'<ZR'6D&J6.3
:UJ—)g=Dc
='6XP&F6.6&S
:X(=/&LMbe6
&=V=Y*3
:cJ•D'.A<66.)NW;6
=T
:•J :5&  Lc  8T  LM  'cP
=t&;6G)I&V[66.6
6.)N  c  )g  ZX  Lc
8T&D&E6
:€J •D'.&5&&FL5&A<
6XA6‹'5
0
z~:{
:9)*'@JP6

8SGluxv3
:7BJ)l'88R'
.e=h8u"6m6v3
:UJ?c8TZ>JP'5
&c&J6.u&DGJ'
Lc8Tv
"/:
9‚7‚U‚X‚€‚9‚7
‚U‚c‚•JTJ
A'@&&'XGO66.)N
6.)l&Ag.eQR&
6XPZS6)8566.'9Lc
"/:
9‚7‚U‚X‚•‚X‚•J
Y  &)N  Y  GH&  &J
6.P&'XGO6@6ZR'&5&
8=/&66.)N&VGI'6X
&J6.P686.='65&
&5&8=/&66.)N8\
I83TJ&E65&Qo
b5  A  W  >H  6)*  '@
19
Tiu lun Qun Tr Chin Lưc
:XJk&<LcW;6
6'6'X3
:cJ]GoZJ&VY
GH&QcGf6R6
:•J$@b<AMAl'
&5&ZR'65&3
:€Je'{6'X86A

'&%Lc8T'
=''@
:•JYGH&6'&F
AMJ
8Tl'
c‚•‚•‚9‚•‚€J
S  6)P  856  6.'9P  g  .e
A\    G'@P  6H  &D  A<
G'@ZSA
c‚•‚7‚XJ  85
I865&Al'&&;8)l&
'  Z9  &V  '5  ZS  A  6R6
i'c&'8F
•‚•‚•J  )!  Q=>  HR'
6D&J6.A&5&&*Lgz
c‚€‚•‚c‚•J  \!ƒ$C
S]k&$<)T6.)l&A
QR&6XP6Y&)NW;6=T
A&5&66.)Nl'
Lc8TLMbe63
c‚•‚•‚9‚U‚€  
>C  L%&  J  6'  &F  Z9
6  6V  ZR' 6D &J 6.P
6/66'6y&5&ZR'6DP
G8=XJ&6
G'@PLcW;6='>e6
&5&&DZe3
9‚7‚X‚€‚7‚X‚•
(566.'9>jLc8Tl'
[&Lc8T66XZR'Al'

&5&Lc8T&V=cY&J
6.6;8
03
zy~~~:y{
:y9J:)&DZeZ)I&
-G'@P8C
6e&'<AG'@
8=Tuxv
:y7J^'56&5&Lc
8T6yLyX)LL5
Al'&5&)l&8566.'96.
6X'l'A•Zg%&=5
&
:yUJ'5&c8T&D&E
6&)&V6F&J6.
&LAl'&5&Lc8T
=5&3
:yXJ:DX686.Lc
8T A 6  6.)N  6.
)l&
:ycJJ6ZeB.=K6'
&D&E6&DX68
6.g'<
:y•J8SLMbe6&)
&P&)&J6.Z)I&
Al'&5&Lc8TLMbe6
8=T6yB“P‘&P
"/y:
y9‚y7‚9‚X‚•‚€J
6  >C  &F  L5&  'c

6XA&5&)Zo'6y&F
8D  Z9  W  >H  A\
  G'@  A  'c  '5
 G'@ ZS  A  i
'c&'8F'56Lc
8T
y7‚yU‚y•‚U‚•J 5'
&*&;64&%&PZS6)5
V&P  W    >H  Q  6.7
LcW;6A88R'I8Gf
i'c'56
_|`|`Y&)N
&E65&Qob5'l'6'@
Lc8T6l'6;6&c=AH&
6.A')l&
"/y:
y9‚  9‚7‚€J +  >H
&5&&'XG)I&>H8j.D'.P
'&%P86F&677
66.)NZ9 &DZe6.
A'@&  %  8V  Al'  &5&  b'X
Ze3
y7‚yU‚y•‚  7‚ | •J
&$)C]-ll'&5&&'XG)I&
85'5&D&5& ZR'6D&J
6.3  y  bz  [&  =E  68
6.ZS6)A&5&Lc8T
  Y  GH&  &J  6.  Q5
=t
20

Tiu lun Qun Tr Chin Lưc
‚3
UX)P$QR-)-)!„C]Q'(-eM-K$CQE"
7Abc86F&&a''56.&D&E6LM0pqBp
66;.i'56.6Y6>&5&X6R6y&5&J6Ze&FZo'/8&
'56.Lc8T6YG)'56Lc8T=Eb'XZe'<
Uc]-O)oqPEb?$C-^S&$-eMN,Q)*-Y$)Q'M$)

Ba'&E6R6J.LH=5&b'@65Lc8T6.g'@Qc*
6.A'@&'c&'8FP&S8c'6H&'@"6R&*bc6.A'@&W>HGI'
6X&J6.Pb-?H'@QcP&;6G)IPLH&c'6'XPLHZ58%=5&3
M=R'&&VLH6)*65&G•.;6JZ)I&69'@QE7
)L
21
SA-G'@
6.)l&)LM
6)*'PZ)NP&;6=5P‚G
&DX3'.P&j8
G'@6y)l&'='
&S6'X6
:5&J6Ze&F
e'{=U&
'&%
&P'<Lc8T
l'.ZN'

k&<LW=t8
=FPZJ66'&T
p?`˜
:V@6R88R'.e

.o'6.6QR&PA'
b5G)Ze.e.o'P&V'<&)
6.7=Xo';8>•
k&AC&YLV&=5&
&Z5P&V6.rKb
6)A;L%&=‡&=5&

:5&Lc8TZJ66'&T
&)LM6)*'PLMbe6P8E
'PLMZ[&PP‚3
^'56.Lc8TZ)I&U'
)N'&E6yZV6)*
'@0pqBp6.ga'
6'X6.A')l&
:*LgJ6S&E6
'@ZJ'Z58%6R6
&A'@&LcW;6
@6R6E6'
GEZ)I&Zcbc4
ZP=5&&8
66E6'
&VA'@Qc
$c6.A66)6R6
'/8&A'@&6'X6='@
&'8FbcQcA6
6)PLc8TG.&V
&;6G)I6R6Z58%
&S=5&
-GH&>-'g6.
)l&&C69GgZ8)*

S-&&;8
G'@3AZVGZe'{=O
L)6.7Ze&PQcGf
6E'
:5&J6Zea6.I
Tiu lun Qun Tr Chin Lưc
Uc9:@!\!&
F'@Qc&D&E6&&P&'8FZSA&S6'X6Z9LcW;6e6G)I
Lc8TZS.;6Z&6;83kZVPLH'@Qc'/8&E6ZJ6Z)I&GI'6X
&J6.&'8F6;83
Be66.M&7=5iZJ6Z)I&'@Qc&GLn>CZSAe6
&5&I8Gf;6&V693:E6Al'MA'GA'@&YL;6&A=c
YLcW;6&L†&V&'8FLcW;66;83V'&5&=5&PZe'{QcGf&V=c
Y'&%A85Z567766.)Ne6&5&™bt3:E60''G=
&Ve6Ze'{6'X86Ab5&V=''@A<86F&AW5&Z6'XA
W)l6'>\PZ-6N'a6.I&5&A'b56.H&6'X8PM)N''9
.16'X)N'6'&\6EQA'@&6'X8&6)NWAl'=5&6J'
'<Z'9b53:•JPLH'9A<6'X&D6.‡K6yZX64'Zo
'/80''G=Z).6&E&'XG)I&6'X8660''G=B'G='>A
65Y3X6Qc&D&'XG)I&6'X86G0''G=B'G='>6.g6
[6LMb5&J;66.=/&66.)N6.‡K6yZX64'A65
Y3'.P0''G=&j&V=cY'&%A8566.'9Lc8T6.
QZ'9&&;6G)ILc8TAg.e>jLc8T&)N'6'
>\30''G=&VZe'{'&%A8566.'9-=“L)Ae6A'=“
22
)_QN+,$C
l+,QQ'v
@!\!&
l+,QQ'v
?H]<`$C

l+,QQ'v
&Q*$
l+,QQ'v
",Q)*-Y$)Q'M$)
)<)RQ)_<
?O)]-S@Q)T]
Tiu lun Qun Tr Chin Lưc
663:5&LHG&E65&'&%8R'I8&[6&†Al'be86'X86Pbe
8G'6C&&e65&Al'&5&64&%&'&%66.)NZ9W5&ZW)l
A6'X6'>\30''G=6'6)g.i=cY8566.'9Lc8Tl'>H
6.6'X&&&D)N'6'>\GX6R6K&R6GJ'6&EP
Z-6N'L†6'X86C&'MA'6.j&DZJ&LH6Y6.)gA8566.'96.6)*G'3
0l'aGH&iZcbc.iLc8T&D0''G=L5A'Al'Al'W)l6'
6Cl';6P0''G=&DZe6H&'@'&%AI865&Al'&5&&E6
'&%66.)NZ967'9&5&W)lAJ6Zeb5P8c-'&D
)N'6'>\
- Các phương pháp cải thiện tính hiệu quả:
|F='6X6KQEGA'@&'c'566.e6Z*ALc8TG'
QZXe6G)IGl&5&Lc8TZS.3:c&E6LcW;6A>&ACZ<&V69
&VZ)I&GI'F&6y'@Qc='6XQEGl3
• |YGH&G=cY8bR&'8F&RZ&=R'
G)IGlLc8;LcW;63
|cY8&EGZeA&E5&*3
|'@%U&68LH'c&'8F>U&68P6%&A6.c''@
6.Q56.7GA'@&3YL;6GZe&*='M&5U&Z)I&&5&
G'@Qc*6.A'@&6H&'@e6'@ACZ[&6\AMQc6.U&
Z)I&8)*8586R6;6Z9A&E63
|)N&=''@&mLH'c'56Z*Ae6&5&@6R856
L'Le6&=#Lc8T3^'56&X6JZ*ALc8TV'&L†'cL
a'GS6F&G“LcG)ILcW;6;8ZE'3

š='6XA<QEA'@%U&68
|?cW;6G'J6PLcW;66K&S&D=5&
|B.=K6'
|$c6.A6G'@Pƒp
|•›k
|-GH&
|@6R6E6'P'6K.K6
|:*LgJ6S3
Uc7)_QN+,$Ck&$<)p>
:;6G)ILc8TGM5>&AC&VMZ[&6F=5&
&.i6H&LH6co&S&DU3
0'@&&&;8Lc8T&;6G)I&6J6)*'@&Lc8T&E
63.6.NI8PLH&c'6'@6)*'@&8t8&E6b5Lc8TAl'
'5&*3
:;6G)ILc8T&*&{&V69G=X6Qc&DLH'@Qc&*P
Al'6N''Go8F6.A'@&Zs'<&mM6'XLV6&DLc8T>&AC
*3VZ)I&&9Z4'AYGH&LcW;6&*&DA'POG&'8F
&e6Z*ALc8T6;8*3
-Phương pháp cải thiện chất lượng sản phẩm:
|$c6.&;6G)I6>'@
23
Tiu lun Qun Tr Chin Lưc
UcU&Q*$
:c'6'XGb;6=#M7ZH&&Gl'l'GJ6.&5&6%&e6
&E6ALcW;6Lc8T&DV3kZVLH&c'6'XbRMLH
6'Xbe*6.&DGJ'Lc8TPQ56.7LcW;6P@6RQc6.&;6./&64
&%&A&'XG)I&8566.'9bg'&E6
?HZ4'l'6&EZKZX&&E6e6A'Z[&Z'9G>;6ZR'
6D&DV=E&V3?H>;6&8t8&E66J.Lc8T=5&b'@6Ab5
Al''5&*LAl'Lc8T&DZR'6D&J6.

?H&c'6'X6&E&{&V69&&E6'c&'8F6.e6Z*ALc
8T3
:E60''G=Ln>C&E@LcW;6AZVV''@ZJ'6J'6;6&c&5&
5P8=T&E@6y&5&)l&&‰)%&PŽAC?OZ9%>C
A>&<LcW;63:E60''G=G&E6>;66J'0'@6LgM@
6R5V&Ln>C&E@L;8>'.&DBJ&Po>•ZS6X
'l'A<&E@L;&E'@8PLcW;63:5&&E6):E5'u&E6
6.H&6e&&D….'KLG>…>LvPKL6GKAKrwKG>B'G=&{Ln>C&E@
AQ6.7LcW;63'.P:E60''G=&jLn>C&5&>&<Lc
W;6ZJ6&TQR&6X>K6.(=&&;8Z9&.Lc8TLMA&5&Lc8T
'56.&E6=5&3
UcX?H]<`$CO)]-))D$C
?HZ58%=5&GLHZKZX&=5&&FW5&M7U
RAZ/6N'Z'9UR3VG'QZXA'@&6H&'@6;6&cM7&V
69i.&S&D=5&A6coM&SZV3
Những phương pháp cải thiện gia tăng sự đáp ứng khách hàng:
 6'@'@Qc&DQ56.7LcW;6A&;6G)ILc8T3
 (566.'9Lc8Tl'&VMt6Z[&6.)&5&Lc8T&V[66.
66.)N=E&V3
 ?cW;66K&S5A>&AC&&S.'b'@6&Da'
=5&Z*G‡V=5&3
 N''Z58%&DUPG)I6N''&Sbz.Z96A'@&
&95[&>&ACZX6=5&&5&;6P&V69Z58%
='UR3
VGJ'P'@QcA)I66.e'&8t8&E6J6;8&'8FP&;6G)IA)I66.e'
&8t8&E6b5Al''5&&V69ZKZt'5&*&'8F6;8
*PALHZ58%6R6*&D=5&&8t8&E6Z'5b5&*3
24
Tiu lun Qun Tr Chin Lưc
5XJ"/23456

7899:7878
:{&RPW>HA8566.'9e6@6R&5&6)*'@&H&JZ58%6R6
;6&5&&SA6Gf6'>\&D)N'6'>\A'@6
(566.'96)*'@0''G=66)*'@>'>)}&V6F=U&A
Z56'&;6Al'U')N'>0'@66EQ&'XG)I&58>C'&%
=U&A<&S>'>)}Z[&6\&D)N'0'@6Z98566.'9.M
>jLc8T6R');6&)N'6'>\0'@6
S6)g.eLcW;6='>Q66.)N&D&5&[6)l&'c'=56&V
GI'&L%&=zK&D)N'6'>\6EQ6)*'@&DGH&0s.KLiZ58
%W)l6'>\6YZR'Al'&5&[6)l&'c'=56ZX6y6'
'A&VGI'&L%&=zK&)N'
:D&R@6RA&;6G)I88R'i'668S6J'&5&66.)N
A''G=&V68S&)&PZ[&b'@6G6J'&5&A\E6EA&5&ZE6z
S6)6>'@&cA<W>H6)*'@JP8566.'9@6RLc8Tl'
A&&;6G)I@6R88R'GJAl'C&6'Z)GJuLM
&YP=KPLM66.\&5&GJ'v6e6&VZVV8&DGH&;6
&&E6&cA<>LRAGI'
'65&L%&JA6F&D6)*'@0''G=G6)*'@>'>)}&V
6F=U&AZ56'&;6&D)N'0'@6Z9&'XGOF6;6Gx6
8S&D66.)NLMbe66.AjY6l'
(566.'96>'@>C&&5&Lc8TLMA6yLMi)l6l'e6G)I
=5&6'6C.eGlPZ-6N'g.eL&5&Lc8T'56.&e6
i&6‹L;6GI'&&D6&E6
'X86C&&YGH&QcGf@6R&&;8
'X86C&g.eA8566.'9@6R88R'&DZePAMJA'@Qc
(566.'9-G'@Z9Zcbc-&LM6)*'4ZP&;6G)I&
Al''5&J6.AZ6'&

25

×