Tiểu luận môn quản trị kinh doanh quốc tế Sự tiến triển chiến lược ở Procter & Gamble

LOGO


Tnh hung 10:


Tnh hung 10:


 !"#$%%&'()$$'
 $!#&*+,
 !"#$%%&'()$$'
 $!#&*+,
$- .&*+,
1.Võ Thanh Bình (10)
2.Hoàng Công Gắng (30)
3.Lê Quang Hòa (30)
4.Lê Vĩnh Khiêm (40)
5.Nguyễn Tấn Phát (60)
6.Lê Văn Quế (70)
7.Vũ Trần Thu Thảo (80)
8.Nguyễn Ngọc Thanh Trúc (90)
&/0"1&$!123$$45&!

670!89:0&!&!0;<

!=&$>9!9=1!?0


9@ABC$!123$



9D&$2
9@ABC$!123$

9E'(F'G<&9H-'IJ

 !"

# !$$%&'(!  !()
(* !"

# !+,-$.)%'
#*/0#-*&1.%2 .3%4
!*,.5565760%'
%'*%'"
9K1$4L99MN<&9

 !"#
$

%&'()
*+,-
.!/01/
23(4%5)
*-&(
(%5)/6
71/+,
O&!P<BQ&
9R99!03&BST9:0&!"UN&!
9V#

-
89(&%:.;
%:,+<="
-
>&1&1?
@%A"
9W-X#
-
89(&%:.;
?B+;+.%2"
-
85.;5CDEF.
+-!F&:
9FYZ'V#
-
G6@%A&'"
-
896?@(
*H.%2 !
I/6-J )+
%A+"
9[(.'#
-
K<6?@%A
-
K<6&1""
-
L@6,-!
F&:"
ML@)(&%:.;

;+<.%2"
\9B:"
+
\
O
]
!U^9!_`&!9!03&BST99MN<&9
8 9:;<
+/"1/=">
8?.@))A"
/
$
@'
<
$
;<
!aF-b
VI
8B
.%C"
$

2+<
$
>
8BD
A"2
+<
$


_`&!!SQ&9!03&BST99MN<&9

#$B!,%'(&%:4-5151+@"
`$/9
"c-d'
.W'V
c-ef
E'(g
'cha
F%
_N9i9
$j'a
d'a
k
FVYl'
Xfm'
'cn
d'op
cqV.'%
:!1 i9
rn
chI
sc-
otYs
fE'u'
GY'd
bc-FH
$U7&9v1
w[xyl
aFb'f

*.Zo
-'n
_`&!!SQ&9!03&BST99MN<&9
$.l b _ :c $-X
&h :F 81F*N
:F1F*
N
:F1F*
N
G) O<.?! O<%'&? OPF+%A OPF+%A
#(&%: Q:+@ G6 ! G61
Q:+@6 !

#.N76 O;+9
O;+11*;+
!
L!:A9
1;+.F
#A,+@
KR$ 0%'* 0%' S1 O+@
STF 8&+, 8;+& U U
/.; O;++* O;+R$%A O;+R$1
O+@%NVWX*
%A
:F #)%'* G@%.&,%' OJ!.+1
OJ!.+,+
@
0J1 O<%'*
8Y%2%A+
6*(

8Y%2.+1 8Y%2.?AZ+@
9@9K1$z9!{99MN<&9

9ZtylE'(-'IJ

_*-che|opY[Y}'j'E'(c-d'c~|d'E'ch•
%

$y'd'Vh(c~FYr€'jVk
FaF•.c-hc•'%

<&9E'hVfIbtuh%

<&9X*o}F(FbEIylc-bo('
Fch}F*%
9R9"^&9K1$4L99MN<&9
1
9tuyld'
E'(npFXFc-
j'
2
9tubYs

3
9tu-X

_-sYq+•O‚|ƒGH}a9'U„c-
…ok'VoVYsYE'(o[tc-(o[t[-Y~'%

&'-(-(-E'(†FX'‡c-'.ˆ'cno-'q.

‰,Š‹|.O,,Œh-'b'•$|Œ*Yo|n'•N|n["Ž(•
9D&$2
•&!‘<9MN
•&!‘<9MN
!=&$>9!9=1!?0’9=1+

P&G đã sử dụng chiến lược g khi lần đầu tiên xâm nhập vào thị trường thế giới trong khoảng thời gian
trước năm 1980?
+%Fa+“+‰ƒ+“\,#VY•'
ƒ<•.#<b'j'kIs%$tV-'F(c€
E'(gF••oa<”%
ƒ9VE'(aFb''X'(.†cnE'(ga<”|mFn'|I|Z
tylFao[tc-V<'%
•$lt|VE'(rFn'•fE'(gc-–YV(
V~'oYWF}E'(g%
!=&$>9!9=1!?0’9=1+
 ƒ$l|VV-(E'[r('bI.'-'p•cnIfE'(
g%
 ƒ$l|ZtE'(FylFZ'cnd'cef-V-c.fE'
(g%
 ƒ$l|<'c-V-'an'-FhFu'aFb'f
E'(gaj'<”c-—cqVFYZ'%
ƒ9-(FFV'V--[rsYc-j'njc-d''h
-E'fE'(g.Ft<”%6.aF*|cho•˜t'oYW|I
c-Z'hE'('uY[r('c-f'(efE'(
!=&$>9!9=1!?0’9=1+
 _™'jYeš'Fhjc-cho›•'aVYZ'l|'uYr'
q'-cc-'*YYX'a|sFX%
ƒ$(.j'|.E'YˆYcI[thd'fc-
F%_*-fŠ'V|FVYl'FVXFYZ'š'Vh'dcqV<”

c-V'V%
]%Fao+“\,n+“•,#VY•'FbF
ƒ<•.#:pY•Ff|FbFFVYl'd'(.X
F•ˆfFYZ'|t(ch'(€c-'‡c•FVV|E'(-
}'r|•o#
!=&$>9!9=1!?0’9=1+
ƒ$lt|E'((FFn'fI|Frk''dXFYZ'
c-Fn''fE'(g%
ƒ$l|VE'(*[r('IV'c†FZ'h
c-n'noYV'f-h'%
ƒ$l|ZtylfE'(FsYaFYˆYcnFYZ'%
ƒ$l|c€ao[t|E'(*F•-'oYXmbE'(V|'
XVoYWFo[te-V(faFYZ'F*%"ˆ-o[t
(o[tE'VV|-YWYFeYcn
!=&$>9!9=1!?0’9=1+
j'FYZ'F*%
ƒ$lq|a|<'|V-'•š'FF
E'(koVIIaFYZ'%
nchVoVm'j'.'œ|FbFFŒ'ao(Fyc
s%:E'–f'FZ'hfI|-bE'(FV''jFcn
d'Ffaut('jjc-chFVYl'FX'-(bFa'fV
-'%
!=&$>9!9=1!?0’9=1]

Tại sao những chiến lược này lại trở nên không khả thi vào những năm 1990 ?
 ["9YefVooˆ'pYV€YZ'h|'o[t|'c-
VE'(aV'V%Yr-(E'Y•Fd'q
+“•,|-Z'a'dVnž—*'.-'nc-d'j'
'.'œbsY-bj'-X•bj'cnZ%
!=&$>9!9=1!?0’9=1]

\"RYmV-YrYVœ#
!h'.YrYoYWfE'(mV-VœFŒYVnZc--XZ|
•„ƒ<|$omNc-9ŸmVY%_€-('r(VYE'—E'(
nd'(.XF~—ot'Vm%
O%RYamj'bF#
&'(aj'or-fI-<”|š'F'pFXFc-a'VŒ~|
VYa'-(-''('p.ej'<”|F~—YYVd'
j'nZd|b•cmYrVf|•VVZ d''V
V¡%
!=&$>9!9=1!?0’9=1]
\% 9Fd'q+“\,|(FŒ*€VV'V'c~fV
V-(atja%9VE'(F-sYaV'Vf(Fb'
j'kIs%$tV-'F(c€<”-ZF•E'(gf
%9VE'(n'-aFb'ofE'(g%$tfE'(
ˆmFn'|I|Zt|a|'V|'|'V|•F€E'
(gF•|Yc-oV'.'•%Y•bVnfVE'(cnE'(g
-VE'(**F€–YˆYcnF•ˆFYZ'I%

Vd: trường hợp P&G thâm nhập thị trường Ba Lan năm 1991 với sản phẩm nước gội đầu Wash&Go.
!=&$>9!9=1!?0’9=1O

Chiến lược nào đã làm cho P&G có những bước tiến đáng kể? Những lợi ích có được từ những chiến lược đó
là g? Hãy nêu những nguy cơ có thể xảy ra khi áp dụng chiến lược này?
O%+%9FŒ-*d'nFV'-#
FŒVY•'-E'[(.'c-*d'nFV'|•#
ƒCL Cắt giảm chi phí thông qua việc tăng quy mô kinh tế và tận dụng đường cong kinh nghiệm.
&q+““O|hyZtylk•tuYec-Id'j'
-Xn%9E'(FŒF*'›O,-V(|o+O%,,,rc.FsY'cho[t%
- CL biến đổi sản phẩm đề nghị và marketing thích ứng với yêu cầu của địa phương
!=&$>9!9=1!?0’9=1O

&q+““•|YVFb'VtuylX]'™‚FZc%<¢FZc
sY'c-Y•*o[t%wr('Z'h-X|h.oVhc€
'V'c-'q'YVoYWn%
3.2. Những lợi ích có được từ những chiến lược đó là:
$mo€h-'q'•,,1"|'q''roVaFb''
'yYX%$E'em(E|E'(-'YetYZ%
!=&$>9!9=1!?0’9=1O
O%O%&d''(Z*[(VY•'-(#
%:*q'ctF€yl%
ƒ$hYeFFXch''Vc-'V€*†FcFX
V(*c-t'oYW|F-arc.%
ƒ$e.'dVFZco[t.'œ%
ƒ_~—o't'd•oefE'(cnVE'(%