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S A C HT H A M K H A O

' 1. C h i e nl u q cv a s d c hl ' J q ck i n hC c a n hN
, X B T P , H C t V1 9 9 8 '
ANDPOLICY.
D i c ht r i B U S I N E S S T R A T E G Y
1A
, N N YR . A R N O L DB,O B B YG . B I Z Z E L L .
G A R R YD' . S M I T FD
' , 2 .K h a il u A nv d q u A nt r i c h i e r rl u o c .
F R E DR . D A V I DN. X BT h o n gk e 1 9 9 5 .
; 3 , C l r i e ni L I Occa n ht r a n h .
M I C H A E LE . P O I ] T E RN X B K H V AK T H A N O I 1 9 9 6 .
' 4 .L d it h e c q n ht r a n h M
. I C H A , EEL. P O R T E RN.X BT R i 2 0 0 8 .
5 . C h i e nl d Q ct i 6 pt h i .

R O B E R TD U R OB J O R NS A N D S T R O M .
. X BT P . H C M1 9 9 4 .
N g u y e rTr h a iT h a c hb i e nd t c h N
6 . M r J ul t J o c a n ht r a n ht h U d n gm a i .
H a B O iD t - t c .
N X B K H v a K T F i AN O I 1 9 9 5 .
7 . T o n t 0 b i n hp h d pur n g d q n gv d o q u A nl y x i n g h i 6 p .
N X BT P . H C M1 9 9 3 .P h t - l o nNgg h ib i e ns o a n
' l !i e n C & ,D a m G i a T h o a i '
t h e oL y T h e T u d r r ,D L l d r ' T
B N g h et h u A tq u A nl l i k i d uN h a tB A n .
A O K I .N X B S u t h a tH A N O I 19 9 3 '
MI T O K A Z U
19S)0.
9 . C h i e nl L J dkci n h< i o a n h
K E N I C HO
I H M A EG: i d md c i cc o n gt y t L I ' ; a nM C . K I N S E YA N D C O M P A N Y .
'1996'
1 0 . T h u o n gc h i e nb i n hp h 6 p .N X BT h a n hn i e nH A N O I
' 11 . C h i S nq u 6 cs 6 c ht r o n gk i n hd o a n h .
U y d nS i Q u A n ,L y X u A nL A p ,L t I uV QQ u o c '
N g t l d ,i J i c h: N g u y 0 n8 6 T h i n h .N X B L a od Q n g1 9 9 5 '
h a n gt r o n gk i n hd o a n h '
1 2 . T a i l A pc O n gt y , t u y e nn g o nc r i ac u Q c , : a c m
MICHAEH
L A M M E RV dJ A M E SC H A M P . Y ,
V 0 T i e nP h u cd i c h .N X BT P . H C M' 1 9 9 7
e ine nN h A n .
. a m2 0 0 O . G S . T S . N g uTy h
1 3 . T a i l i e uv d t r u o n gl Q in h u A nN

C.o n c e p tasn dc a s e s .
1 4 . S T R A T E G IM
C ANAGEMENT
, a r kJ . K R O L LJ,o h nP A R N E L L ' 1 9 9 8 '
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1 5 . S T R A T E G IM
C A N A G E M E N TF.o r m u l a t i oi nm, p l e m e n t a t i&o nc o n t r o l .
B . R o b i n s oJnr,. M c G r a w - H 2i l 0l 0 7
J o h nh P e a r c el l , R i c h a r d
1 6 . K € h o a c hc h i e r lru o ck i n l -dr o a n hv a q r - r Al ny c h u y d nd d i .C h L l O ntgr i n ht h q c
s y q u A nt r i k i n hd o a n hL F I Ul,l H R ,G U I L D H A L L . 2 0 0 9 '
1 7 . f h A d i d m c A n b d n g . R o b e r tS . K a p l a n& D a v i d P . N o r t o nN X B T R E
2011.
1 8 , B A n d d c h i e n l u O c .R o b r e rSt . K a p l a n& D a v i dP . N o r t o nN X B T 2 0 1 1 .


I . G I d I T H I C UT O N GQ U A N:
Kh i tU v6 n d 6 n g tro n g d i 6 u ki€n ndn kinh te thi tr r ldng tr ong nUdcva qudc
t d , c a c d o a n h n g h i Q pn g a y c d n g q u a n t 6 m n h i d u h d n d d n c h i S n l U Q c '
T h r J ch i e n q u d t r i n h q u i n t r i c h i e n l u f Q cg i u p c 6 c t d c h t J ct h 6 y 1 6 m u c d i c h ,
h U d n gd i , k d t q u 6 m o n g m u d n v i h d n h d 0 n g m Q tc 6 c h s 6 n g t a o '
C h i e n l r J q cl i r p h U d n gt i g n g i u p c a c t d c h r l c d E t m g c t i e u m g t c i i c h h i 0 u
q r i a ,b d n v 0 n g h d n n h d t d n g k h 6 n i n g n i m b i t c 5 c c d h Q i ,h 4 n c h d n g u y c d , s f i
d r . r n gt o t h o n cd c n g u d n l d c c0 a td chr fc.QuAntr i chidn lUQcvtla ld khoa ho c v a
n g h Qt h u f t . C h i e n l u e c g i u p d o a n h n g h i g pt q o r a v i r d u y t r i l Q it h d c a n h t r a n h s o
voi doi th0 c0ng nhd thich rlngt6i hdn doi vdi nhu cdu c0a thi trudngvi kh6ch
h i r n gm u c t i 6 u , n h i m g i O v f l n g v i t r i v i r t o i d a h o a l q i n h u f l nt r o n g d i i h a n '
K h o d h o c n a y 'n h i m g i u p c d c h o c v i 6 n n i m d d q c n g i d u n g c i l a q u d t r i n h
h i n h t h l n h v a t h U c h i € n c h i d n l d d c d o a n h n g h i € p ,n A n g c a o n g h C t h u i t c A n h
t r a n h c h i d n l U g c.

I I .M U CT I E U:
1 . H i n h t h d n h t U d u y , t d m n h i n c h i € ' nl d q c , t r a n g b i k i e n t h t l c t d n g q u 5 t ,
q u a n t r o n g n h a i v d h i n h t h a n h v a t h t l c h i e n c h i 6 ' nl U Q cs d n g t a o , h i 0 u q r l a .
2 . T r a n g b i k i e n t h r l c v i k y t h u f t h i n h t h a n h , l d a c h g n c h i 6 ' nl r f d cc 0 a m Q t
d o a n hn g h i Q p .
3. Cung cdp nhfing cd s6 khoa hoc va n6ng cao ngh6 thu4t trong viQc
h o a c hd i n h c h i e n l U d c.
4 . T t r k h d i k i e n t h t l c t r € r rc d c g i 6 m d o c d o a n h n g h i Q pc o t h d t q ld 6 n h g i d d d
t h u 6 c d c C o n g t y t u ' v 6 l nc h i d n l r J g ch o i c r l n g d q n g d d c o t h d t { x d y d { n g c h i S n
l r J Q c h o d o a n h n g h i Q pm i n h t h e o t r i n h t L (, n O id u n g d i n g h i € n c t l u t u y t h e o d i d u
k i 6 n v a h o i n c 6 n h c r , tr h d , h 9 i n h E p k i n h t e q u o c t d t h a n h c 6 n g .
I I I .D 6 I T U O N GT I g P N H A N :
H o c v i € n c a o h g c q u A n t r i k i n h d o a n h ,c 6 c t h d n h v i € n H D Q T ,T d n g G i i i m
d d c , G i d m d d c c i i c d o a n h n g h i 6 p ,t Q pd o i r n .
I V .P H U d N GP H A P:
C h i a n h o m , t h A o l u d n l i n h h u o n g t r o n g n h o m , t r i n h b i r y ,d o i t h o q i ,p h A n
b i 6 n , h q i t h A o b a n t r o n d o a n h n g h i 6 p ,g i A n gv i 6 n h Q t h o n g X d t q u A t h A o l u Q n ,
g h d p l u 6 n ,p h d d n gp h 6 p , k i € ' nt h t J c ,t h 6 n g t i n m d i .
cungcap bd sung phUcrnp
G i u p h i n h t h i r n h c h i d n l u l Q cn g i n h , c 6 n g t y g i a i d o a n 2 A 1 3 ' 2 O 1 5 ' 2 A 2 Q ' 2 0 2 5 .


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CHUONG I . K

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k h O n gc 6 b 6 n h l 6 i , k h o n g O i d t s 6 d i v d d i u .

t . K H A IN t e Mc H t E NL U 0 c v A c H i N Hs A c H K I N HD o A N H .
Lich sfi hinh thirnn vb KhSini€m :
1.1Qudtrinh hinh thbnh vi ph6t tridncia quin tri chidn ldQc.
K h a iq u e i t c, o 4 g i a i d o a n :
- G i a id o q n 1 : L A p n g A ns d c h v d k i d mt r a n g i n s d c h .
- G i a id o a n 2 : H o A c hd l n h d d i h a n .
- G i a id o a n 3 : H o a c hd i n h c h i e n l r J Q c .
- G i a id o a n 4 : Q u A n t r i c h i e n l u g c .
S u ' t i e nt r i d n c & a c 6 c t U ' t t l d n qv d c h i 6 n l L l O cd o a n h n q h i e p :
SU th d n h co n g cfi a cd c td chUc phr ,rthuQcvao vi6c td chuc tim cdch phdt huy
t o i O a n o i l q c b 6 n t r o n g v d n f m b i t c d c c d h o i 6 b d n n g o a i ,p h A n u n g l i n h h o q t v a
t h i c h n g h i v o i m q i s U b i e n d d i . N h r J n gt d c h u c n A oc 0 n g c 6 n h l n g d i d m m a n h v a d i d m
y d u , m o i trr.tOnngd o c0 n g b i e n dong chutadUngnhLtngcd hoi vd nguy cO.M 6i td c hi l c
p h A i l q a ch o n ch o mi n h mo t h u dng di vd m ot k6;hoach thUc hiQntot nfr dt.Ngudn goc
t r Jt U d n gvd ch i d n l rJg cd o a n l 'rn ghi6p r a ddi gan lidn vdi sU r a ddi c0a quAntr i hi en dai .
T h At r a c h i d n l u q c ki n h d o a n h khong ph6i dr .lQcphat tr idn ttl lf thuydt m a ph dn l dn l a
t r l t h r , r ct e sA n xu d t - ki n h d o a n h. C6 thd chia thAnh4 giai doan chinh vd sU phat tr i dn
c f i a q u Antri ch i e n l u q c d u q c c6 c nudc tr en the gidi tht- IanhQn[4]:
1.

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t i e p c A nn i r yd a t h i e tl a p m o t c 6 c h d d n g i A nc 6 c c o n gv i Q cc i a c h i d nk I Q ct h o n gq u a
n g A ns 6 c hv a k i d mt r a n g A ns d c hs o s a n hv d it h U ct e . L y d o c 0 a n h l n g s Ut h a yO d ic n i
l A n h d h g ct A pn h t l n gk i n hn g h i e m .
n o 6 n sS ch v

no6ns

. H o a c hd i n h d i i h a n ( L o n q- r a n q e p l a n n i n g ) .
DAy lA xu huong chinh cuA nhitngndm 5O,tidp cqn dtratr)n vi6cxdc dinhcdc
xu httong trong qud khtt, s{ Eng trtl1ng kinh doanh dQc thi, dd vach ra nhlng xu
hL1dng
trongtUdng lai, lAm cdncU dd hoachdinh cAc ngu6n tdi nguyennhdmkhai thAc
sqttdng trU1nghoQcthich nghi.
C A cn h i rk i n ht e N h a tB A nt r o n gg i a id o q nn d yc 0 n gd d d u a r a f t t l 6 n gf n g d q r n g
B i n h p h 6 pT o n T i r ' v i r oh o a t d O n gs i n x u a i kt i n hd o a n hd r J at r d n g i A d i n ht h i t r U d n g
c 0 n gl d c h i 6 nt n J d r r g .


. Hoachdinh chidn ltJdc(StrategicPlanning)'
l a c h o r d n gn h 0 n gx u h u l o n g
C 6 c ht i e l pc i i n c h i n hc 0 a n h 0 n gn d m 1 9 6 0 - 1 9 7 0
drl va tAp trungs\f chu y vao t6c dong tdng hgp
xem nhu'chr-ta
trongqu6 khrl dLJOc
, o it r r l d n gk i n hd o a n hl € n d o a n hn g h i Q pS. a n gt h A pn i 6 n1 9 7 0s Uc h t i
c & at h i t r g d n g m
y tAp trung vao nhAndqng nhlng stl thay ddi cIa cdc phtlOnghtldng, phdt tridn nhZng
khA ndng vA tQptrungvao chirinlUQcsAngtao l1i theic4nh tranh.SU tap trung dUatrdn
n h r n gc h u k y h o q c hd i n h ,d a c b i g tl a c h u k i , h o q c hd l n hh i r n gn i m . G i a id o q nn A yc 6 c
d o a n hn g h i 6 pp h d tt r i d nt h A n hc 6 c t A pd o A nk i n ht d k i n hd o a n hd a n g A n hn d n n h uc d u
phAico chidnlUQctApdodrnkinh doanhOd lqa chonphudngcdchvd bo tri ngudnlr.Ic
trongtApdoankinhtd.
. Quin tri chien lddc (Strategicmanagement):
G i a id o q nn A ' /b d t d d u t r t g i 0 an h r t n gn i m 1 9 7 0 ,g i n l i d nv d i n 6 l U cc i a c d cn h a
c o q td o n g c h i d nl U q c .G i 6 n gn h Uh o a c h

n g h i e nc t l u v A q u A ntrr i d d d i d u k h i d nd r - I q h
d i n hc h i e nl U Q cq, u A nt r i c h i e nl U O cd U at r d n s U t A cd 6 n gt d n g h g p p h t l ct q p c f r am o i
trr-rdngkinh doanh. TU tujng chinh c1a quAn tri chiSnlUgcla trUdchdt xAc dinh mqc
tieu, saudo phdt tridn t6t nhlng phUdngti€n dd dat dUdcchung va theo dudi nhlng co
hoi bei cU khi nao chungxuA'thi6n.
G i a id o q nn d yc 0 n gt r A iq u a n h i 6 ut h d i k ! ' :
T i n h h i n hk h f i n gh o A n gd d u h J av a o c a c n i m 1 9 7 4 v i t 1 9 7 9t h e mv A od o l a s U
x u d th i e nc 6 c n d n k i n ht e c a n ht r a n hk h 6 cn h r JN h d t ,T A yA u v a D o n gN a m A d a d d y
n d n k i n ht e M y v i r ov i t r i b a t d n . M Q ts o c o n gt y n h 6 l a i d d n ht h i n g n h 0 n gc o n gt y l d n
n g a yt r e nd a tM y . D d u t h A pn i e n1 9 8 0 ,m o h i n ht A pd o d nk i n ht d d a n g A n hg i p m o ts o
nghieptvl! buoc longphAixem xet lai chienliJqckinhdoanhtrrOn
that b?i, cac doanl-r
cd sd phdttridnvd da ngdnh.Cdc cOngty quaytrd lai trA loi cAu h6i cdi gi la lqi thd
c a n ht r a n h ?P h i i c h d n gq u a nd i d m" n h d tn g h et i n h ,n h d tt h A nv i n h "l a d d n g ?N e uv A y
cdn phAiloaib6 mQtso lTnhvr,/ckhonghieuquA.Thd le chiSnldQcphin tlch nginh
k i n h t e v i c 4 n ht r a n h d t l g cx A yd U n gn h d md d u t r a n hl a i c d c n g u yc o c q n ht r a n hc i a
c d c d o i t h 0 k i n ht e im d i ,D A y l d g i a id o a nd d n hd d u c d c d o n gg o p q u a nt r g n gc 0 a g i d o
d u s i n e s sS c h o otl r o n gv i 6 cx A yd U n gm o h i n hp h A n
s u M i c h a eEl . P o r t ecr 0 a H a r v ' a rB
t l c hv a d 6 n hg i dc d c y e u t o c q n ht r a n ht r o n gv i 6 cm a n gl a i l q i n h u A nt r o n gk i n hd o a n h '
D d u t h A pn i 6 n1 9 9 0 ,c a c l f t h u y e vt d c h i d nl u q cU a td d u c h u y d nh r l d n gt t / p h A n
t i c h c d c y e u t d b e n n g o d ic d c d o a n hn g h i Q ps a n g n g h i 6 nc u u c d c y e u t o b 6 n t r o n g
c a c d o a n hn g h i e p .D d x A y c l g n gl E i t h e c a n h t r a n h , c a c h q c g i A d a d d n g h i c d c
d o a n hn g h i e pn 6 n q u a nt A m r r h i d uh O nd e n c d c t r -lJi Q us A nx u d tv a t h q l cl q l cc r j am i n h
v i n o i l U cd o m o ic h i n hl A n g u d ng 6 c c 0 a l q i n h u a nl A ud A ic 0 a d o a n hn g h i 6 p .
C u o i t f r a pn i € n 1 9 9 0 ,c d c l i i t h u y e tv d c h i e n l t - t g cn g A yc A n gt i d n t r i d nx u n g
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pheittridnnhanhnhdttrongtat ca c6c llnhvqJcnghi6ncr-Iuvd quAntri.


1 . 2 K h 6 i n i Q mc h i e n l d Q cv i m Q t s o t h u ? t n g r T v €c h i d n k J d c .
K h d i n i € m ch i d n l d Qc; chinh s6ch; t6' m nhin chi6n ldQc ; ttl duy c hi dn
Itldc .
1.2.1K
. h d i n i g m c h i d n l U g cd o a n h n g h i Q p .
C hi e n l U Qcl i mg t ch t/dng tr inh hinh dqng tdng qudt : xdc dinh c dc m U c
t i 6 u d i r i hq n , cd b i n c0 a mQt doanh nghiQp,l{ a chgn cdc dddng loi hoqt dQng v i
c 6 c c h i nh s6 ch d i 6 u h i n h vi Qcthu thQp, stl dr ,r ngvi bd tr i c6c ngudn lgc , dd dqt
d t l g c c d c mg c ti 6 u cU th d , l i m tdng sfc manh m Ot c6ch higu qui nh6' tvi gi i nh
d r l g c l q i th d b d n vfrn g a d i vd i c 6c ddi thr i cqnh tr anh kh6c.
c dii h4n.
C hi d n l U Qcl i p h ti d n g ti Qn dqt tdi nhfr ng mr ,.rti6u
D o l a c d c h c ; h o pt h d i c d , t a o l Q it h € c a n h t r a n hd A i h a n , h u y d o n g n g u 6 nl { c d d
t h 6 a m A n m o n g d q i c 0 a k h d r : hh a n g m u c t i 6 u ,d d n g t h o i t i e l pt u c p h d t t r i d nn g u d n l U c
d o a n hn g h i e pc h o t d d n g l a i ,r J q tv i t r f c q n h t r a n hc a o .
Y 6 uc d u :
- Hi d u 1 6 ,b A o ve va x€ rydr .r ng,phdt tr idn ngudn lgc, tao lQith€;canh tr a nh.
- H i d u 1 6g i a t r i m d k h z i c hh a n g m o n g d q i / d 6 n hg i 6 c a o .
- B i d t c d c h l a m t h d n d o d d c h u y d nc d c n g u d n l q c c 0 a d o a n h n g h i e pt h a n h g i 6
t r i k h a c hh d n g m o n g d q i , x a y d U n gd L r g ct i d m l U ct h a n hc o n g .
1 .2 .2 . C h fn h sd ch b a o gdm nhr lng nguy6n tic chi d4o, nhfr ng phddng
p h 6 p , t h i tq rc,q u y ti c, h i n h thtlc vi nhfr ng c6ng viQc hinh chfnh dUQcthi et l ap
Ad n O t r Q vd th u c d d y co n g vi Qc theo nhfing mr .r cti€u de dd r a.Cac chfnh s dc h l i
c6c c6ng cr,rcho vi€c thr.rcthi chiSri l{/Qc.
C hfn h sS ch l i p h d d n g ti en dat tdi nhfr ng m uc ti€u ng5n hqn.

2.

Doi tUOngnghi€n crirt_:nghi6nctlu cdc qud trinh,phtlongphdp,ky thuAthinh
t h d n h t, h U ch i e nv d k i e mt r a c h i e nl u q ck i n hd o a n hc 0 a d o a n hn g h i 6 pn h d mg i a
t a n gh i e uq u i v d rv i t r i r : a n ht r a n hc r l ad o a n hn g h i 6 pt r e nt h i t r u d n g .

3. TrJduychi6n lUdc.
ChienluQclir ket quAc;tiacdc qud trinhtU duy niingdQngsdngtao xudtphattrl
p h A nt i c h ,d Ub d od e n t d n gh r t pm 6 tc 6 c hh 0 t h o n gt r o n gs Ut h a y0 d i v a p h d t r i d n .
Tuy theodidu kiQnthUcte cU thd cr3atUngdoanhnghi6pma co thd ra soat,h-ta
c h Q nh o i c k e tf r q pc d c p h r , t o npgh d pt u d u y p h i h g pO dn i n f rt h d n hc h i d nl u Q c .
T u d u y c h i e nl u q c c o d d c t r r J n gn d n gd Q n gs, d n gt q o ,c 6 t i n h h € t h o n g ,l i r n a c
cao c&aqud trinhr;6ngtao, rJUatr6n nh0ngtri thrJcth{c td. Vi vAy tr-Iduy chi6nluJOc
d i c h t h U ck h d cv o i v i e c t i e p c Q nh e t h o n gc 6 t i n h c h d tc o h q c , t r u y d nt h o n gc o t i n h


tuyentinhvd c6chtidp cAntrr,Icgi6c,dqt ciencdc ket luQnmd khongcdn bdt cU mQt
s u p h a nt f c hh i e nt h g cn i o .
trudccdc vdn dd, c6c sU kien,cdc xu hrtdng,cActinh hudngxudthienva
Dr-?ng
h i n ht h a n hn h Um o tt d n g t h d ,n h d t u d u y c h i S n[ / Q cs e p h d nc h i ac h I n g t h a n hn h 0 n g
b o p h i n , p h d t h i e n r a y n g h i a ,d { c t i n h c 0 a m 6 i t h A n ht d v A s a u d o d 0 n gs U n e n g
d Q n gs, d n gt q o c 0 at r i t u e n h h mt Q ph Q p t, 6 i c 6 i ut r u cc 6 c y e u t o t h e om O tc d c hm d id d
cgc dAi h6a lQithe cfra minhr.NhLIvQy,tiry theo trinh d0 tU duy s6ng tao vh c5c
phddng ph5p tiep cQn khric nhau mi s€ c6 ch6'tldsng cdc chidn lU$ckh6c nhau,
h a y k h i n d n g c h o p h 6 p d q t t d i l q i n h u a nd d u t d c a o t r o n g d d i h q n k h i i c n h a u .
H o n n f a k e t q u A n g h i e nc u u c o n c h o t h d y c o m o i l i e n h Q g i 0 ac 6 c p h U o n gp h a pt u
d u y v d c a c t n ; d n gp h d ic h i d nl u g ck h d cn h a u .C 6 t h d t h a ym d i t r u d n gp h 6 ih i n ht h A n h
chienluqcgin chdthdn voi mot loaihinhtLIduy nirodd. CAc loaihinhttJduy mA cac
n h a q u A nt r i t h u d n gs r l d r ; n gg d m :
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5 . C6c y€u cdu vd xdv dtlng vi thtlc hi6n chien lddc.
6 . Vai tr6 cfraquAn tri chidn lddc.


LUdc.
LUocvn cAc cAcHrEp cAttcHrdru
n.cAc cApcnrdru
1. C5c c6'p chidn ltfQc.
N e u c d n c f l v d o p h a n r v i s t Jd u n g , c h i S nl u q c d o a n h n g h i e p d u Q cc h i a t h a n h
c d c c d p : C h i e n l u 'g c cd p co n g ty, chidn lUQccdp ddn vi kinh doanh ( S tr ategi c
b u s i n e s su n i t s- S B U ) v d c a c c h i d nl L l Qc a p b 0 p h a nc h u c n d n g :
Chien lr r Qccdp c6ng ty
Cdp chien lddc

Chien lr igc cdp ddn vi kinh doanh
( S t r a t e g i cb u s i n e s s u n i t s , S B U )
Chien ldQccdp bQ phan chtlc ndng
( - C h i e nk J Q cm a r k e t i n g .
- C h i e nl r t g cn g u y d nv a t l i e uv a m u a h a n g
- C h i e n l u g cn g h i 6 nc u u v a p h d tt r i d n ( R & D )
- Chien lL/Oc
ky thuiit - cong nghg,
vAn hdnh/sAnxudt.
- C h i e n l u Q ct a i c h i n h .
- Chien lr - tgc
ngudn nhir n lgc )

N 6 u c d n c t t t h e o n o i d u n g , c h i e nl u q c d u q c c h i a t h d n h :C h i e n l u d c c a n h t r a n h
c h 0 y e u ,C h i d n l u d c t a o l g i t h e c a n ht r a n h ,C h i d n l r - t gcch r . t cn d n g ,n g h i 6 pv u .
1 . C h i e nl t r g cc a n h t r a n h c h 0 y e u

P h A nl o a ic h i d nl u q c

2 . C h i e nl U O ct a o l q i t h e c a n ht r a n h
phdm)
( Th!tr uJong- SAn

3 . C h i e nl u q cc h u cn d n g ,n g h i 6 Pv r , r .
( H 6 t r q c h ov i Q ct h u ch i 6 nc h i e nl u Q c
congty vd chienlLlqccrlac6c SBU )


2.

C d c cd ch ti d p cd n ch i d n lddc :

T r l n h 0 n g c 6 n g t r i n h n g h i 6 n c r J uc d c h t i e p c A n c h i S n l r t g cc 0 a n h 0 n g t i p d o a n
t h i r n hc d n g t r o n g k i n h d o a n h t r € n t h e g i d i t r o n g n h 0 n g t h A p n i 6 n d a q u a , c o t h d t d n g
h g p n d n c 6 c c d c h t i d p c a n c h i e n l L t O cc d n c r l t u d n gq u a n : k h d c h h d n g - c o n gt y - d o it h 0
c a n ht r a n h .
2 . 1 . Ch i S n l ri o c d U a vi o kh6ch hing :

N e u n h u c d u m q c t i e u ,h d t h o n gg i 6 t r i c , i a k h 6 c hh d n gt h a yd d i t h i c h i e nl r J Q c
c r i ac o n gt y c 0 n gp h r At hi a yd d l , 0 dd d p u n g d u n gh € t h o n gg i 6 t r i c r l ak h d c hh a n g .
l a id d t h a yd d i c a ut r t i ck i n hd o a n h
C d nc i r n h u c d u c 0 a k h i i c hh a n gt r o n gt t J d n g
c & ad o a n hn g h i e p .
Chu6g
i i d t r i c 0 a k h 6 c hh d n g n h r - t ntgi e uc h u d ng i d t r i s A n p h d m( d i c hv U ) l y
t r / 6 n gN

. e u c d c s A np h d m( d i , : hv u ) d 6 p u n g d u n gt i 6 uc h u d ng i d t r i c r l ak h d c hh a n g ,
t h i h q s i n s d n gt r i t i d nc a o .
X6c dlnhchiejnltlqcdLIavdo kh6chhirnglA co s6 c0a moi chidnlLlqc.
2.2. Chidn luOct6p trunq lim ndi bit m6t sd m5t. m6t sd chrlc nSnq c[la
c6nq ty, ttrc li chidn ldQctim mQtsd " tinh trQi " ctia c6ng ty.
H i € nt r q n g

Chidn h-toc

Dd i th t] ca n h tra n h
Tinh t r Qi

r-l

D o a n hn g h i e p

l-^l'

H i Q nt r E n g n l ^ r rnl h a u , n r u d n v u q t d o i t h 0 c o t h d t i m m o t s o m d t m q n h O d 0 d y
m q n h l , - a nn,A n g1 6 nc a o h o n .

C h i e nl r J g cn A yn h d mv a o v i r 3 cs r l d q n gt o i d a s U cr n q n hc 0 a c d n gt y v d i d o i t h 0
c a n ht r a n ht r o n gn h l l n gl T n hv t l c c h i l c n d n gc o t d m q u a nt r o n gd o i v d i s U t h d n hc o n g
t r o n gn g A n hk i n hd o i a n hm a c o n gt y d a n gh o q td o n g .

10


2 . 3 . C h i d n l tl d c p h 6 t h uy m 6t sd du thd tr jonq d6i ctja doanh nghi 6p. m i

l -l i entr ang

C h i e nl r J d c
'',2
Y , e uq t e m

,/ttuddi
D 6 it h i c a n ht r a n h

-

IL _

+

Y

r

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D A yl a c 6 c ht i e pc q n " B i e td i c hb i e tt a t r i m t r d nt r i m t h i n g " ,
la chieinlLldcddnh vao didm yeu x6t theotUdngquanlrJch-tong
theott/ngthdi
di d m .
2.4.Chi6hluoc thrtc hien m6t sd sdnq ki6h mdi la d6c d5o,thQmchi kh6ng
binh thrldngdd thay ddi luft chdi, d6o lQnhi€n trqng, giinh du the moi mi trudc
d 6 y d o a n hn g h i g pc h d ac 5 .
H i e nt r a n g

Chien lt;Qc

D o i t h r j c a n ht r a n h
Sdng tao, d6c da o
D o a n hn g h i e p

ChienlugcnAydr;gcxAydLJng
bangcdchx e m x e t c d c k h A n d n g c o t h d c o d d
p h A nb i 6 tc 6 n gt y v r Jdi d i t h 0 c a n ht r a n h .

SUkhec biertnay duqc phAndnh it nhdtd m o tt r o n g4 y d ut o t q ol q in h u a ns: A n
phdmg
, i ab a n ,k h d il u g n gt i € ut h u v Ac h ip h i .
T h f d U : B d s ; u n gv a o c ; d cm i t h a n gd a n gs A n x u d t t h e m m O tm i t h a n g m d i c o
l d i s u d td a c b i e tc a o m a d o i t h & k h 6 n gc 6 d u g c ,h o d c c A i t i e n s A n p h d m ,d i c h v u , b d
s u n gc h i l cn d n g .

i1


2.5. Chidn lddc tr6nh n6 canh tranh tr{c dign vdi Odi tnir bdng cdch md
nhfrngcon dtJdngmdi, thi trUdngmdi, sin phdm m d i v i d l c h v u m d i .
C h i e nl u q c

H i 6 nt r 4 n g

D d i t h t ]c a n ht r a n h

D o a n hn g h i 6 p

D d x d c d i n h , c d ut n i c k i n h d o a n h t L l d n gl a i c 0 a d o a n h n g h i 6 p ,c d c n h d q u A nt r i
c d n t i m r a ca c p h rl ctn gd n ch i e n lutocco thd co va h,IachQnchilng. Vi6c x6c d i nh c 6c
p h r / o n gd n c h i e n l U d cc o t h d t i m d U Q ct h e o h a i c d c h t i d p c f n :
- PhAntich cdu truc kinh doanh c0a doanh nghieprdga tren sg dinh vi dd co cdc
chidn luEc tt! nhi6n.
- L U ach g n cd c ch i e n l u g c tr - tt?p hQp cdc chiSnlUQctheo cdc cdch tiep c An k h6c
nhau, goi la tq do chidn lUEc.

12

nr.ouA rRiNHnirunrHANHvA rHUc nrErucnrdruLUdc.
1 . Q u 6 t r i n h q l r i n t r i c h i d n l t l d c ( g d m 3 g i a id o 4 n ) : t h i e tl A pc h i e n l u o c ,t h g c h i e n
g i d ch i e n l uqc.
c h i S nl u qc vA d d n l i 'r
G i a i d o a n th i e i tl Qpch i € 'nluocg6m viec phdttr idnnhiem vU kinh doanh,x dc di nh
c a c c d h o i v a n g L r yc o d e n v d i t d c h u c t L Ib e n n g o A i ,c h i r o c d c d i d m m a n h v A d i d m
y e u b 6 n tro n g ,th i d t l a p cd c muc ti6u dai hqn, tao r a c;dcchidn lr Jdcthay the v a c hon
r a n h 0 n gch i e n [l cl c d d c th n d d theo dudi.
C a c v d n d d t r o n g h i n h t h a n h c h i e n l r . l g cb a o g d m v i e c q u y e t d i n h n g a n h k i n h
d o a n hn a o n € n r u t r a , v i e c p r h A np h o it a i n g u y d nr a s a o , n d n h a y k h o n gn e n p h d t t r i d n
h o q t d 6 n g h a y m6 rrQn g ,th a m gia vAo thi tr tJdngthe gidi hay khong, lien kdt hay hi nh
t h a n h m o t l i e n d o a n h ,v a l a m c a c h n a o d d t r d n nm o t s U n e m q u y d n k h o n g c h d c 0 a
ddi thrii.
Giai doan thUc hien chie'nludc doi h6i cong ty phAi thiet lap cac muc tieu hang
n d m , d d t r a c a c c h i n h s d c h , k h u y d nk h f c hn h A nv i 6 n r , ' ap h A np h o i t a i n g u y O nd d c d c
c h i e n l u o c l A p ra co th d d r.to cthr ;c hien. ThUc hien chien luoc gdm co viec p hi i t tr i dn
m o t v a n h o a h 6 trd ch o ch i d n ludc, tao r a mot co cdu td chuc hi6u quA phi r hgp v oi
c h i e n h J d cd t J Q cc h o n , d i n h h u d n g l q i c 6 c h o q t d O n gt i e p t h i , n g h i 6 nc f u p h 6 t t r i d n ,
c h u d n b i c d c n g d r rq u ! , b o t r i l a i n g u d n n h A n l t l c , l u a c h o n c 6 c c h i n h s 6 c h k h u y e n
k h i c hc a c c a n h d n h o q t d o n g ,
Giai doan danh gid chie'nlUdcg6m vi6c do ludng xdc dinh thAnhtich ctia cd nhAn
v a t d c h u c, d 6 n g tl 'ro id u a ra n h 0ng hAnhdQngdidu chinh cdn thiet.
2 . S d cl d (xe m sd d d q u y tri nh xay dr Jngva th{ c hiQnchidn ldQcdoanh nghi Qp)

t v . P H A ND o A NC H t g NL U Q C :
1 . P h 6 n d o a n ch i d n l ti Qc li m 6t tr ong cdc giai do?n kh6 khin nhdt trong quy
t r i n h t h i et l 6 p ch i 6 h l U Qc.P h An doan chien ludc,mot mit, cho ph6p xdc dinh c ac doi
t h & c q n h t r a n hc O n gn h u n h u c d u c u t h d t r 6 n t h i t r r l d n g m
, a t k h d c ,c h o p h 6 p l u a c h o n

c h i e n l u d c th i ch h o p vd i ttl n g rp hAn doan va hinh thanh c6c chinh sdch chr lc ndng v a
c o c d u t h u c h i e nc h i e n l u q c .
D e r e k ' F . A b e lvl d H a m m o n d J . S d l n h n g h T av d k i n h d o a n h n h U l i m 9 t q u d
t r i n h k e t h q p cd c q u yd t d l n h vd nhu cdu khdch hing, adi tr r qng kh6ch hi ng v i
ning lr,Icph6n biQt c0a c6ng ty. Ba ydu td niry ld cd sd cho sqf h{a chgn chidn lrt'Qc
c 6 n g t y , vi d o l a n g u d n g 6 c cfr a lqi thd cqnh tr anh, chi r a cSch thtlc c6ng ty s €
c q n h t r a nh tr6 n th i trU d n g .
2 . Vi Qc p h 6 n d o a n ch i 6 -nlUQccho ph6p xiic dlnh cdc c{ p "sAn phdm - thi
t r U d n g "d d n g n h 6 1v d h a n h v i c q n h t r a n h v i c 6 n g n g h e .
C o 2 k h i a c 4 n h g d n l i 6 n v o i n h a u t a o d i d u k i Q nc h o v i € c p h A n d o q n d o l d :
- T h i t r U d n g( k h r i c h h i n g v a n h u c 6 u ) .
- SAnphdm ( c6ng nghg vi chi pht ) .
Vi Qcp h A nd o a n ch i 6 l nl U Qc,xac dinh 16c6c SBU, giup du/ar ac6,cchien l utdcc u
t h d v d l a ci n cfi d d ti € ;nh d n h cd c didu chinhcdn thietvd hoqt dOng,td chr lc .

13


CHUONGII - PHAf{

IBOVA

xAcsrrun
sUuEun.uuclEu cnrdru
lUdc.
t.
V d i q u a nd i d m x e m x e t d o a n h n g h i e pn h u l d r n Q th e t h d n g ,c o t h d n 6 i m o i
t r r . / d nkgi n hd o a n hc r l ad o a n hn g h i 6 pc h i i ad U n gn h 0 n gt h d ic o v A n h 0 n gn g u yc o n h d t
d i n hd d i v d i h o a td Q n gc r l an o . M a t k h d c ,t r d nt h U ct e m 6 i d o a n hn g h i 6 pd d u c d n h f r n g
d i d m m a n h v d n h 0 n gd i d m y e u n h r i td i n h .V i v A y ,k h i x e m x e t m o i q u a n h € g i r - r a

d o a n hn g h i e pv d i m O ti r u d n gc o 2 c a c ht i e pc A nn h us a u :
Thu nhdt: ld cdchtiep cAntu trongra ngoii trlc la xuat ph6ttr-rdidm manhva didm
y e u c r i am 6 i d o a n hn g h i e pO dt a n d U n gc h ( i pd u g ct h d i c d v d h a n c f r et o i
d a n g u yc d t r Jm o i t r r / d n gc 0 a d o a n hn g h i Q p
T h i t h a i : l a cd ch ti e i pcA n ttl n g oai vao tr ]c la xuat phat tU nhfng thdi cd va nguy c d
c t j a m o i t r u d n gd d p h a t h u y c d c d i d m m a n h v A h q n c h e d i d m y e u t o i d a
c & ad o a n hn g h i e p .

Nhr/vAy,van dd ddt ra 6 dAy ld lAmthe nao dd chdp thdi cd va han chd duoc
c d c n g u yc d A n hh u < l n tgi e uc g c c i a m o i t r u o n gd o iv d i d o a n hn g h i d p ?
Dd giii d6pdrlQccau h6i nay,trirdchet,cdn lam ro cdc van dd sau day:
1.
Thu nhdt ta chn tdm 16 cac vdu to cdu thdnh m6i trttonq kinh doanh crta
doanh nahi€p
Moi trudngkinh doanh cOadoanhnghiepbao gdm moi trtJdngvTmo vir moi
trLJdng
vi rn6.
- M6i trUdngvl md g6m cdc yeu
t o k h d c hq u a n , k h d n g t h u o c q u y d n c h i p h o i
c r l a d o a n h n g h i e p ,t d c h f c , n h r - / n gc o A n h h U d n gm a n h d e n m o i t r u d n g v i m o ( h a y
c o n g g i l a mo i trrl d n r;d a c th u ) va hodn cAnh noi bQ,tao r a c6c cd hoi vd nguy c d doi
v d i t d c h u c m a k h 6 n qc o l i 6 n q u a n t r u c t i e p d e n l g i n h u A nc 0 a c a c d o a n h n g h i O p .

- M6i trUdngvi mo bao gdm cdc yeu to ben ngoditd chUc,
dinhhr"rdng
sqtcqnh
t r a n ht r o n gn g a n h l, i 6 nq u a nt r u l ct i e p d e n s U h o a nt h d n hn h 0 n gm q r ct i 6 u c t a d o a n h
nghiep,
- H o A nc 6 n h n d i b o b a o h a m n h 0 n gn g u d nl q / cn o i b o c 0 a t d
chrlc.

y
e
u
Nhung
t o c 0 ac d c m 6 i t r u d n gk i n hd o a n hd u q ct h d h i e nt r o n gs o d d s o 1

14


S d d d 1 : Mo 'iq u a n h € g i fi a cdc cdp dg m 6i tr ddng kinh doanh cr ia doanh nghi Qp

Nhfng
cd

h0i

M6i truong vi mo
1 - C 6 cy e ut o k i n ht e .
2 - C a c y e u t o c h f n hp h 0 , l u A tp h d p v a c h f n h
3 - C d c y e u t o c o n gn g h e
4 - Cacyeu t6 xd hoi.
5 - Cdc yeu to tUnhien.

I

I
Nhfrng
de

Moi truong vi m6 tno hinh 5 ap lue Michael E.Por

- C d c d o i th r i'mdi tidr n dn.
- K h 6 c hh a n g .
I
e - C d c d o i t h [ rc a n h t r a n ht r o n gn g d n h
+ - N g r J dci u n g t t n g n g u y e nv A t l i e u .
q H a n g t h a yt h e .
1

doa
Hoan cdnh n6i bo
1 N g u d nn h 6 n l r l c .
2 - N g h i e nc u u v a p h d t t r i d n .

3 - SAnxuA;t.
4 - T a i c h f n h, k e t o d n .
5 - Marketing.
6 - Ndn ndp ( vdn hoa) td chtlc.

Didm manh

A ' ; '

Eilem yeu

2.
Thu2ld cdn tam 16 thdi co kinh doanh.Trong kinh doanh .' Thdi co _ ' t h U d n g
drJdchidu lir khoangthdi gian ng6n ngii khi co sr,rtudngthich chidn ltlocgifrakha
ndngc&acongty voi c6c cd hoi xurithien co dugc tren thi trutdng.
L0c ndy chungta
"c[Ia

co mot
sd chienludc"la thdico cdn ddu tr.J
vdo.
C o t h d m o t A b d n gc o n gt h u cs a u :

" Thdi cd kinh doanh = khe ndng cha doanh nghiQp
+ cd hqi co dLtEc tr6n thi trudng "
C d cc o h Q ic o t h d x u d th i Q nt,h a yd d i v a m d td i . N g r J dt ia t h r J d nvgf t h d ic d n h u "
ctJasd chienlLldc", co thd md ra vir kh6p lqi trongmertkhoAngthdi giannhdtdinh,

15


T r e n t h r , I ct d t r o n g m Q t s o t r u d n g h d p c 6 c t h d i c O , n d u k h 6 n g b i e t t A n d q n g , c 6 t h 6
b i e nt h a n hc d c n g u yc o d o i v d i d o a n hn g h i e p .
T h e o q u a n d i d m c 0 a c 6 c n h d k i n h d o a n hN h a t E ] 6 n v, d n d d c h d p t h d i c d t r o n g
k i n h d o a n hc o t h d A n h h u d n g d e n h d n 6 0 % s r Jt h d n h b a i c r l a m o t d o a n h n g h i Q pt r o n g
cong ty.
D o a n h n g h i 6 p sE c6 co cd h6i ndu biet khaithdc tdt c6c ydu to sau :
- ( r A r t h r r A nl d i - + c 6 c d h g i .

Khai thdc I

t t t ; r ; ; l i n ' u n t a i ( h q n h d n ,t 0 t u t ,b d o ,d Q n g
tidntO .v.v".
l'roAng
ddt ), lam phdt,khrhng
\
- C d c s U k i e ns i p x A yr a ( n h r uc d u m u at d i ,n d m
t d i ,c d c s U k i € nt h d t h a o ,n g e yc h u y d ns a n gt h d k i 2 1 . v . v . . . )

V i 6 cx 6 c d i n h m o t t h d i c d k i n hd o a n hd a ,d a n gv d s e x u d th i e n l d m o t v i 6 c r d t
q u a nt r o n gO o iv o i n h a k i n hd o a n h .D o a n hn g h i € pc d n l u o nl u 0 nd o t i m c o m a y t r o n g
kinhdoanh.

c o t h d n o i ,t h o i c d k i n h d o a n ht h u d n gx u d th i e n ,k h i h o i t u d 0 d i 6 u k i q nc A n
( d Am b A o d d u ra ) vA d i 6 u ki en dil ( dAm bAocdc ydu to ddu vAo) ( xem hin h s o 9) .

u k i € nc d n

2 . D l d uk i e nd 0

1 . D i d uk i 6 nc d n
+ B A od A md d u r a k h o n g?
- C o n h uc d u k h o n g?
- Kich thLJdcthi trrldngco d0 lon
d d t u n g s A n p h d m ,d i c h v q r a t h i
t r r l d n gk h o n g?

2 . D i d uk i € nd 0
i + D A mbAo c6c yeu to ddu vdo
k h o n g?

- N q u v 6 nl i e u ,v A t t t J .

H i n h s d 9 : c 6 c d i 6 u k i Q nt 4 o c d h Q ik i n h d o a n hv i c d c y e u t o t a o d i d u k i € n
c d n v i d i d d x u d t h i c n t h d i c d k i n h d o a n hc ( r ad o a n hn g h i Q p '

t n

N e u t h i S u r n d t t r o n g h a i d i d u k i e n t r € n , t h d i c r 3c i a d o a n h n g h i e p c h u a x d c
d i n h . M u o n c o t h i l i c d , d o i k h i d o a n h n g h i e pp h A it q o d i r d i € u k i 6 n , t r l c l a b i e i tc h 0
-fro n g
d Q n gt a o th d i cd .
th r-tctiSn cdc nha doanh nghidpco thd chr l dong ta o thdi c o
b a n g c 6 c h t a o r a n h u c d u c t l a k h 6 c h h A n g ,n h d : t u n g r a t h i t r r l o n gs A n p h d m m o i ;
d i c h v q rm d i ; k i d u h o d c m d t m o i h o d c k h i c h i ; ah o i d i j c d c d i d u k i € n d i l , c d n t i m c d c
g i A ip h d pd d t a o r a c a cd i d u k i Q nd 6 . . .
D d h a n c h e s U U d tt r a c c i a m o i t r u d n g ,c d c d o a n hn g h i Q pc d n p h A ic h r i ! : x A y
d U n gh e t h o n gt h u rt h a p t h o n g t i n d A m b A o d Q c h i n hx d c c a o v d c d n q u a n t A m n h i d u
d e n c o n g t 6 c d q lb d o . N g o A i r a , c d n b i e t s 0 d q n g l i n h h o a t v d h i e u q u A c d c p h U o n g
p h a p h a n ch e b d t tri c cfra mi nh, nhu phr ;dngphdp "dung dQffi", "hop ddng" 6 phi a
d d u v a o v a d d u r a , p h u d n gp h d p" l i 6 nk d t " ; q u A n gc 6 o k h u y 6 nm d i . v . v . . .
T r en d A y l a cd ch ti e p cq n hO thong Od tnai thActoi da nhutngthdi cd, c d hoi tot
t r o n gk i n hd o a n hv a h a n c h e n h 0 n gb a t t r S cd o n h i l n gt h a yd d i c r l a m o i t r r J o n g ,

r. pr-rAru
ricn HoaNcAr.rHr{OreO vn s0 ou}lc cHu6rctA rnr sd
A O T H E ON H O MG I A T R I T I E U
1

.

U C U AK H A C HH A N GM U CT I E U:
C f r u o ig i 5 t r ! c 0 a c 6 n g t y - c o n g c U h f i u h i € u d d x d c d ! n h , x a y d U n g l g i t h e
c a n h t r a n h h o 4 ch d l n h ch i d n l r lQc.
1 ) K h a in i e m:
C h u 6 ig i 6 t r i c 0 a c o n g t y ( d A y c h u y d ng i a t r i - v a l u ec h a i n )l a t d n g h Q pc d c h o q t
d 0 n g c o l i e nq u a n r : & ad o a n h n g h i € pt q o v d l i r mt d n g g i 6 t r i c h o k h d c h h A n g .

H d th 6 n g ta rcg i 6 tri : l a mdt chu6i cdc hoat dQngtqo gid tr i, bit ddu tr Jk hAu
n g h i e nc u u , t h i S tk e ic h o d d n c u n g c d p , s A n x u d t ,p h d n p h o i ,d i c h v u c h o k h d c hh a n g
n h d m l a m t d n gg i i i t r i c h o k h d c hh a n g .
T h e o M i c h a e l E . P o r t e r :k h i t a o d o n g g i 6 t r i c h o k h d c h h d n g l o n m A d o a n h
n g h i e pl a i b 6 r a i t c h i p h f d 5 n d d n t i n g h i 6 uq u As i n x u a t- k i n hd o a n h .
2 ) V n g h Tap h a n tfch ch u 6 i :
* X a c d i n h d u t o cd i d m m a n h , d i d m y d u t r o n g h r o a td Q n g h i e n t a i c f r a d o a n h
n g h i e p ,g i u pd o a n hn g h i O pl r = Icah g n d u q c l r n hv g c d d u t u , c h d p d r l g ct h d i c o .
. X a c d i n hd t l q c l q i t h e c 4 n h t r a n h .
* L a m c h o q u d t r i n ht d c h i t ct h g c h i 6 nt o t h o n .
* L a m t a n g g i 6 t r i c h o k h a c hh d n g .
. L d m h i e u q u A h o q t d o n g c h u n g t A n gl e n , n h d c ; oc d s 6 c h g n c h i e n l r - l g cl,l n h
v u c d d u t u v d t d c h u c t h U ch i e n .

17


3) DAvchuydngid tri cia c6nq ty:
C6c hoqt dOngchfr ydu vi c6c hoatdOngh5 trq
Cdu trtic hq ta'ngc&ac6ng ty
\
(QTtdngqu6t,hoachdinh chidnluOc,KH,kd
todq,lelch4iJl|]
Quin tri ngudn nhdn lqfc
( T u y d nc h o n ,h u d nl u y q n ,d d r ot q o ,p h d tt r i d n ,H T d d i n g Q )

\/ctt-

hoqt
dqng

h5trq

P h d tt r i d nc 6 n gn g h e
\
( R & D , t t r i dktd , c At i d ns A np h d mv Aq u yt r i n ht,i mN V L , N C T T ) L q i
'
M u as i m
\
( M u a n q u v d nv a t l i e u t h o , m 6 y m o c t h i e tb i , c u n g c d p , D V )

C6c hoqt
d Q n gd d u v i o

(Lr-tu
tr0,st
d q n gN V L
tho va
xep hang
v A ok h o )

V Q nh i n h
C6c hoqt dqng
( M M , l 6 pr d p ,
d6u ra
( Bao bi, [lu
sAnxudt
p h q tru n g ,
kho vAphAn
l o q in h 0 n g

v 6 nh a n h ,
s A n p h d m)
kiim tra )

\nhuAn

oien
Marketing
"y.
3fn
f
v i b 6 n h i n g n a um a r I
( q u A n gc 6 o , (LEpdqt, te
/
k h u y d nm a i , sua
I
ch[Ia, I
d i n hg i 6 ,
bAo I
kenh
p h d np n 6 i)
hanh)/
1

C5c hoat dQngchri ydu
S OO d: C r A YC H U Y E NG I A T R IC | j N C O r u GT Y
. N e wY o r k : F r e eP r e s s1, 9 8 5 .
v ed v a n t a g" e
N g u d n : M i c h aE
e l. P o r t e r".C o m p e t i t i A

t4l.

X6c dinhcu thd cdc hoatdQngchfryeu vir cdc hoatdQngh6 trg t4o gid tri giup
c d c n h Aq u A nt r i d E d A n gx d y d q t n gc h u 6 ig i d t r i c 0 a c o n gt y c d n c u t r 6 n c h u 6 ig i a t r i
c r l ak h d c hh A n g .
C d c h o E td Q n gc h i y d u v d c d c h o q td o n g h 6 t r q t q o g i 6 t r i b a o g d m :

18


* C6c hoatflelfg

chtj yeu :

Cdc hoqtd(rngcung t/ng ddu vio:
- Tfnhdung,Jdn,:rlah6 thongkidmsodttdn kho'va
nguyenvat li6u.
- H i € us u d tc ; 0 ac d c h o a td O n gt d n t r 0 n g u y e nv d t l i e u .
VAnhanh siin xr.r61
( dlch vu ):
- N a n gs u d t, : 0 at h i e tb i s o v o i n d n gs u d tc [ r an h d
c q n ht r a n hc h 0 y e u .
- Su phu hoprcriarqud trinhtqldonghoas6nxudt .
- H i e u q u a c & a h d t h o n gk i d m s o d t s A n x u d t o d
n a n g c a o c h a t li tOngv a

g i A m c h i p h i '.
- Hi e u su d t crj a vi e c b o tr i mat bdng
sAn xua,tva thiet k€; cac br J dcc ong

vrec.
C d c h o a t d Qrn gd 6 'ura :
- T f n h d u n g l r i cv l i h i e u s u a t c & a v i e c p h a n p h o i
s ; l n p h d m v a d i c hv u .
- H i e u s u d tc r . r A
c i i c h o a t d Q n gt d n t r f t h d n hp h d m .

Marketingvir bdn hing:
- H i e u q u i c 0 a r , , i e cn g h i e nc u u t h i t r u o n gt r o n g
n h a nd a n gc d cn h u c d u v a
c 6 c p h A nk h d ck h d c hh d n g .
- L u Q n gg i dc d c k r S n p
h h A np h 6 ik h a cn h a u .
- Mtrcdo dongvi€,nva ndnglgc c0a lUclUQng
ban hdng.
- S u d d i m d ic a c h r o qdt o n gk h u y e nm 6 iv a q u A n gc d o .
- Sr,/phattridnclrahinhAnhvd chatlUdngva danhtieng.
- M r l cd 0 s u t r u n gt h d r ndho i v o i n h i n h i e uc 0 a k h d r c h
hang.
- Mtlc do thongtri thi trudngtrong mdt phAnkhrjc
thi truronghay trongtoan
bo thi trilong.
D l c hv u k h d c hh i n g :
- c i i c p h u o n gt i e r rc 0 a ' v i 6 ct h u h u t n h 0 n gd 6 n g g
1 o p c r i a k h 6 c hh d n g t r o n g
v i 6 ch o a nt h i e ns A np h d m .
- s u s d ns d n g ,n h a n hc h o n gc h u t o i n h 0 n gk h i e un q i
c r i ak h 6 c hh d n g .
!
- Sg ph0 hdpr:tiachfnhsdchbAohdrnh

vA bAodAm.
- Nring luc tr,cngvi6c cung ung cdc bo phan thay
the vd cdc dich vu sfta
ch0a.

G h i c h u : _ m 6yi e u t i i c o t h d d L I q cd d n h g i 6 l a k e m ,t r u n gb i n h h o i c t u y e tv o i .

eANc: LUoING
ctADAycHUyCN
GtArR!cOncOrucrv.

N g u d n: A l e xM i l l e a
r n d c i r e g o r yG , D e s s". s t r a t e g i M
c aniagement,,.
I n t e r n a t i o nEadl i t i o nM. c G r a w- H i l l ,1 9 9 6 .

t:,


- C 6 c h o a t d On g h r6trd :
Q u A nt r ! n g u d n n t r A nl r J c:
- Sr l ti to n g th i ch cfra co cdu td chl?cvA chien lr tr Jcngudn nhAn l{ c vd i c hi dn
l u q c c0 a cd c S ;B UvA ch i e n luQctdng thd cir a cOngty.
- H i Qu q u A cfl a cd rcth 0 tuc cho viec tuydn mg , hudn luyQnvA dd ba t tat c a
c d c cd p c0 a n <;u tdl ai o d Qn g.
- S U p h n h g p c 0 a h e t h o n g p h d n t h u 6 n gc h o d Q n gv i 6 n v d t h 6 c h t h f c n h A n
vien.
- Moi trudng lam viec nhim giAm thidu sql virrg mdt vA gi0 ti' 16thuydn
c h u y d n6 m u c d o r n o n gd q i .
- N h f r n gq u a n h e v d i c o n g d o a n .

- S U t h a m g i a l i c h c r l c c r i a c d c n h d c h u y d nm 0 n .
- M r ,tcci Qd o n g vi 6 n vd th 6 a m an c0a ngr toilao dor r g.
P h St tri d n c6 n rgn g h Q :
- S U th a n h cOn gcfl raca c h oat dOngnghiencuu vd phat tr idn ( tr ong ddi moi
q u d tri n h vA s3 .np h d m )
- C h d t l L /g n gcri a q u a n h e lam viec gi0a cdn bQ cr ia b0 phAn nghi On c uu
p h d t tri d n vd i c:d cb 6 p h A n khdc )
- Tinh kip thdi c0a cdc hoqt dong phdt tridncong nghe trong vi€c ddp ung
t h d ih a n c o t t O i .
- C h a t l L t q n gc & a c d c p h o n g t h i n g h i O mc 0 a c d c r r h a k h o a h o c v a c O a c d c k !
t h u A tv i 6 n .
- N d n g l q l cc0 i a mOi tru o n g ldm vi6c tr ong viec khuydn khich sdng tao v d ddi
mdi.

M u as i m :
- P h e tt r i d nc d c n g u d nd d u v d o k h d cn h a un h d m, g i 6 mt h i d us U p h Ut h u o cv d o
m Q tn h ac u n gr : d p .
- M u as i m n g u y e nv A tl i 6 ud U at r d nc d s 6 d r i n gt h , Jgi i a n ;h a y c h i p h it h a pn h 6 t
co thd;hay mricdQchat lrJqngco thd chdpnhQn.
- Th0 tr;ccho v'iecrnuasim nha xudng,mdy rn6cr,'AxAydr,Ing.
- P h 6 tt r i d nc d c t; i e uc h i c h o c a c q u y d td i n ht h u Oh o i c m u a .
- NhrJng
quan116tcitvA lAudirivoi cdc nhAcungcdp tot.
Cdutruc hq tdng cria c6ng ty:
- N a n gl u c t r o n gv i g cn h A nd a n gc d c c d h Q ik i n hd o a n hs A np h d mm d i v a n h S n g
d e d q at i 6 mn a n gc 0 am O ti r u o n g .
- ChdtlLlgngciia h()thonghoqchdinhchidnlugcd'5dqt mr,rcti6u c0a congty.
- S U p h 6 i h q p v a h Q in h a p c t j a t d t c A c A ch o a t d o n g c o l i 6 n q u a n t d i d A y
c h u y d ng i at r i g i 0 ac d c b Qp h a nc r j at d c h r J c .
20

- N d n gl U ct r o n gv i e cd 4 tt d i c d cn g u 6 nv o n v d i g i i i 1 6 .
- Mfc do ctliahe thdngthongtin h6 trd vi6c ra c6c quyetdinhchidnlrtocvA
h d n gn g a y .
- T h o n gt i n c l r i n hx 6 c v d k i pt h d ic h ov i e cq u A nl y im o it r u o n gc a n ht r a n hv a t d n g
^,,A+
qudt.

- N h i l n gq u a n h e v d i n h f r n gn g u d ir a q u y e td i n h c h i n hs d c h v d v d i c d c n h o m l Q i
fch.
- H i n hA n ht r o n g c o n g d d n g v A s U g 6 n b o v d i c o n g t y .
G h i c h r i : m 5 iy e ui c ic o t h d d u q cd d n hg i 6 l a k e m ,t r u n gb ) n hh o f c t u y Qvt o i .

eANc. rUdruGi
ctA DAycHUyCN
GrATR!cOncOrucry.

N g u d n: A l e xM i l l e ra n d G r e g o r yG . D e s s". S t r a t e g iM
" .t
c anagemen

I n t e r n a t i o nEi lcl l i t i o nM. c G r a w- H i l l ,1 9 9 6 .
4 ) Q u y t r i n hp h A nl j c h v i c h o n c h u o i:
C d c v a n d d d a t r a d o i v d i d o a n hn g h i e p :
. C d n t d n g d a r ut r ; v A o h o q td o n g n A od d t a o r a n h i d ug i d t r i
c h o k h 6 c hh A n g ?
* L a m t h e n a o d d d o a n hn g h i e ph o a td o n g c o h i 6 u q u A ?
. L a mt h e n d o d d
d o a n hn g h i Q pc a n h t r a n hc o h i g u q u A ?

O d t r A l d i c e c c A u h 6 i t r e n c d n t i e n h a n h p h A nt i c h v A c h g n c h u 6 i .

B U d C1

N h A nd a n g
c h u 6g
i i dt r i

Budc 2

Sosdnh
chu6i

BLIdc3

C h g nc h u 6 i
thfchhqp c0a
c d n gt y d d p
i n g H T g i dt r i

I
I
I

1 . K h 6 c hh d n g
2 . D o a n hn g h i e p
3 . D o it h 0canhtranl'r

- S o s d n h v d i c d c c h u d n m U c - T d n gg i at r ic h o k h 6 c h
hang.

c 0 a n g i r n h( k h a c hh a n g )
- S o s 6 n ht h e o t h d i g i a n .
- H o q td Q n gc o h i 6 uq u A .
- N h A n d A n g c d c n h A n t o - C a n ht r a n hc o h i € uq u A .
thdnhcdngcot toivd cdc nhdr
c a n ht r a n hc h 0 y e u .

a1
z_l


C h u V : d d c d i d mr ; & ac o n gc u c h u 6 ig i dt r i :
- Chri yeu dtJrlcsrl dqng 6 cdp SBU dd phAntich ket quSrth{c hi6n theo chfc
n d n gc f l aS B L J .
- C u n gc i d pm o t d l n hc h u d nd d t i m h i d uh o a td Q n gc 0 a S B U v i r d d p h A nt i c hc d c
noichun'3)
ddi thi cqnhtranh( phAntich mditrrJdng
- Cho thaiynhiinglhoqtdQng,bi6nphapnhamdat rrntJc
lqi nhuAncao nhdt.
- Xdc dinh c6c ngu6n lgi trJcc4nhtranhc[radoanhnghiOp( cong ty ) vd c6c
SB U .
l/1rn

ltt

'

C*g .,1 "chu,5igiritri " giup ch0ngta nhlnvd ph€rntich todrnbo c6c hoatdOng
c o n g c t i a d o a n hn g h i 6 p
d ,6 n d e n v i 6 c x d c d l n hs U t h r a n h

c d b A nc f i a d o a n hr r g h i € r p
n d mt a i c h 6 n d o ,b Qp h A nn d o c t j ad o a n hn g h i Q cpd np h € rdi d y m q n l ' r .C d c c h i d n[ J O c
c&adoanhnghiOpbao gdm cA cdc chidnlurqckinhdoanhtren thi trr/dngQuoctd dd
khaithdcnh[ng ldi th€icianhtranh
5 ) P h A nt f c hc i i c t ! ' s o t A i c h i n hc h & y e u ( P h d nB G ) .


ut. eHANrlcH cAc t-OtrHd caruHrRANHvA xAv DUNGcAc ldnn LUc
THANH
cONG,
MANG
t-UdrrrErulr,lcrHAruH
cOr'rcc0n c6rlGTy:
1. PhAntfch ciic lqii thd cqnh tranh: (Phrittridn tqi tfrd canh tranh. Tim, x6y
dUng,duy tr'ivi thu hdi lqi thd cqnh tranh mdi).
2. Xdy drJngcdc tiim lUcthinh c6ng, mang ltidi ti6m hJcthinh c6ng
cia c6ng ty.

I

j

V i t h e m a n ht r o n gc a c
t h i t r U d n gh a p d A n

van oe
chfnh
nl It

chien

IrJQcCT
L d it h e c a n ht r a n h
!:;
udr

L^^
+.^^^
rrdrr u urrg

rh;
u il

t r u d n g- s A n p h d m
Vdn dd
c h f n hc O a
chien lrjoc
kinh
doanh

Loi the c4nh tranh
ddihanvd
ngu6n lrlc

ll B

n

= l o a it i 6 r nl U ct h d n hc o n g

= c h i d uA n hh d d n g

H i n h 5 : c6 c l oai tidm ldc thdnh c6ngy
IV . P H A N T 1 C HS WOT:

S Up h o ih Q pc u i cd i d mm a n h ,d i d my e u v d i c a c c d l ' r Ovia n g u yc d h i n ht h a n hm a
trAnSWOTvA cdc plludng6n chidnlLIgcco thd lLIachgn.
Cdc bUdctien lranhr:
- DrJb6o .
- Lap 3 bAngphrintich dinhlt-tgng
vi mo , vi md, hoAncAnh
: moi trurdng
n d ib 0 .
- P h A nt i c hS ' W O T . ( X e mv i d u s a u )
nn
10


V i d t 1 ; M a trA n S W(fT rrj t g o n c0a cong ty Hayden,sin xudt ca no nhLJadu li c h.

cd hoi(o)

Nguy cd (T)
1 . C o n h i d uh d n u o ct r o n r 3 1 . D d i t h 0 c a n h t r a n h
manh,
vung.
Ma trf n SWOT
2 . D A n c h u n g c h i t i d r r 2. KhAchhdngmongmuon
n h i 6 u h d n c h o v i 6 c v u i t h u y d nc o k i d ud d n gk h d c .
c h o io i A it r i .
Phdi hQps/T

Mit m4nh(S)
PhdihQps/o
c
r
.
r
A
+
t
,
t
A
^
^
^
l
^
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n
A
1 . C h a t l u q n gs A n p l r d m .
S - C h d tl u e n gs A np h d m .
\J- vllclr. ru\Jr rg Dclr I Pl lcrl lr.
2 . S U h 6 t r q cti a ch i rrhp l 'r1 1 O - D A n c h u n g c h i t i d n T - D d ; t h & c a n h t r a n h
nhidu hdn cho vi6c vui manh.
3 . N h A ns u t .
c h o i q i A it r i .
Phdi hdp wff
Mat yeu (W)
Phdi hQp w/o

1 . K h o n gc 6 s A np h d i mm r d i . W - K h o n g c o s 6 n p h d n r W - K h d n g c 6 s A n p h d m
mdi.
2 . T r i n h d o M a r k e t i n g' y e u m d i .
k6m.
O- DAn chung chi tidn T- Khdch hang mong
\
/
e
u
n h i d u h o n c h o v i 6 c v u i m u o n t h u y 6 nc o k i d u d a n g
3 . K h A n a n gt a i c h i n h
khdc.
k6m.
c h d i o i a it r i .
T : Threats: c6c nguy cd.
S : Strengths: c6c mit m4nh.
W : Weaknesses: cdc m{t ydu
: cdc cd hOi.
O : Opportunities

( cHUcNANG.
vu t cOnrd cnuc.
NHTCM
v. xAc DINHsU nnErun
1.
S U m 6 n h ( c l - r r l cn d n g , n h i e m v u ) l a m 6 n h d 6 n 6 u l 6 n c d c n g u y € n t d c k i n h
d o a n h , m Uc d fch ,tri r5 tl y, tfn d i d u vA cac quan didm c0ercong ty, ti/ d6 xdc d i nh l T nh
v g c k i n h d o a n h ,l o q i s A n p h d m c d b i n ( l o q i h i n h d i c h v u rc h i n h ) , l l n h v q l cc o n g n g h g ,
p h U cv u c d c n h o m d r Stiu q n g k h d c hh a n g h A n gd A u ,d 6 p r l n g n h u c d u t h i t r u d n g .
2,

N h 0 n gy e u t o c h i n r hA n h h t l d n gd e n v i e c d d r a s L lr n 6 n h :
- L i c h sft c6 n g ty.
- S d t h f c hh i e n t a i c 0 a B a n l S n hd a o v a c 6 c c h 0 s 6 h 0 u .
- C d c l ! g i A iv € !m 6 i t r r t o n g d
, q lb d o n h u c d u .
- N g u 6 n tq c h i r? ncrj va
- C d c kh An d n 1 3
d d r: b i 6 t.
3,
N o i d u n g c 0 a r n Q tb A n t u y 6 n b o v d s u m Q n h:
1 . K h a chh a n g : A i l d rn g l rd itieu thr ; c0a cong ty ?
2 . S A np h d m h o a c d l c h v u : d i c h v q h a y s A n p h d m o h f n hc 0 a c o n g t y l a g i ?
3 . T hi trttd n g ;C o n l gty cq n h tr anh tqi dAu ?
4 . C On gn g h e : C o n g n g he co ld moi quan tAm hir ng ddu cr ja cong ty hay
k h O n g? L U ac l r Q nl l o q ci 6 n g n g h Og i ?

z+


5. SLtquan tAm ctdi vdi vdn d6 so'ngcon, phitt tri6n vA khti nang sinh ldi : Cong
t y c o r A n gb u o cv d i c d c m u ct i e uk i n ht e h a y k h 0 n g?
6. Trietly : DAula nidmtin cd bAn , gia tri, nguy'enveng va cac Uuti6ntrietly
c0a congty !'
7. T( danh gid v'Ominh . Nang iqc dac bi6i ho;ic LIuthe cqnh tranhch0 yeu
c0a congty lii gi '?
S. M6i quan tAm cl6ivdi hinhAnh trtldccQngddng.:Hinh 6nhrtrrldc cQngddng co
l Am 6 iq u a nt A mc h i l y e u d d i v d i c o n gt y h a y k h o n g?
9. Mdi quan tAmddi vdi nhAnvien:ThaidO c0a r:ongty doi voi nhAnvien nhu
t h e n d o?

vt.xAc ptNt{MrJtc
nEu cHtgNLUOc.
1.

M u c t i € u c h i d n l u ' e cd a i h a n .
1 . 1 .C 6 c m u c t i € u d d i h q n t h r t o n gd u q c d n d l n h c h o c d c l T n hv U c c h 0 y d u s a u :
- M r - t cl , J in h r u A nL, d i n h u A n/ v o n d d u t u c a o t r o n gd a i h q n .
- M r l c t d n g t r U d n gd o a n hs 6 b a n h d r n gn, d n q s u d t .
- V i t h e c a n ht r a n h .
- % t h i p h d nc h i e ml i n h .
- V i t r i d A n c l d uv d c O n gn g h e .
- T r d c h n h i € r mt r r J d cc 6 n g l u A n .

2.
3.

1 . 2 . Mu c ti € u ch i € i nl U e c:
- M U ct i e u t i i n g t r r J d n gn h a n h .C d c y 6 u c d u .
- M U ct i i e ut i i n g t r U d n gn h a n h .C d c y 6 u c d u .
- M U ct i e u t i i n g t r u 6 n gd n d i n h .C d c y 6 u c d u .
- M r J ct i e us u y g i A m .C d c y d u c d u .
M U ct i 6 u n g 5 , n h ? n ( s o d d ) .
M u c t i e u n g a n h a n : D u d i1 n d m .
T i e u ch u d n cri a mg c ti € u chidn lddc :
-SUcuthd.
- T i n h l i n h h c a t ,c 6 t h d d i d u c h i n ht u y t h e o t h o i c d , n g u y c o , n g u d nl U c .
- K h a n i i n g c o t h d d o l u d n gd u q c .
- K h a n i i n g d q t td i d LJqc.
- T f n hp h 0 h g p g i [ a c d c m q c t i 6 u .
- K h a n d n g c h a p n h A nd r r q c .

25