XAY DITNG C H I E N Ll/CfC KINH DOANH CONG TY CO PHAN THIET BI Y TE MEGA
TRONG GIAI DOAN 2019 - 2024
• HA NAM KHANH GIAO - QUAN VINH PHONG
TOM TAT:
Nghien cffu dffdc thffc hiSn nham danh gia tac ddng cua mdi trffdng ben ngoai, mdi trffdng bdn trong de'n viec kinh doanh thiet hi y te cua Cdng ly cd phan Thie't bi y te' Mega trong giai doan hien tai va thdi gian sap ldi. Tren cC sd dd, xac dinb chie'n Iffdc kinh doanh cua Cong ty va dd xuCt cdc giai phap thffc hien chie'n Iffdc kinh doanh thie't bi y te phi! hdp vdi nang life cua Cdng ty va tinh hinh phat trien cua thj trffdng thiet bi y te trong giai doan 2019-2024.
Kd'l qud cho tha'y, dd trien khai th^nh cdng cae chie'n Iffde nay, Cdng ty cd phan Thie't hi y te Mega can cd c5c giai phap hd trd ve phat trien ngudn nhSn Iffc, marketing, lai chinh v& xSy dffng phat trien thffdng hieu.
Tii khda: Chie'n Iffdc kinh doanh, thiet bi y te", Cdng ty cd phan Thid't bi y td^ Mega.
1. Gidi thi§u
Theo so' lieu nghien cffu cua Espicom Business Intelligence (edng ty eon eua Business Monitor), gia tri thiet hi y te trong nam 2017 cua Viet Nam dat khoang 837 U-ieu USD, lang len mffc I ty USD vao nam 2018 va dff kie'n can mo'c 1,095 ty USD vao nam 2019, mffc tang trffdng len tdi hdn 10%/nam. Bdn canh tiem nang tang trffdng cua nganh ha'p dan, thi riii ro cung rat eao, hdn 90%
thie'tbiy te'nhap khau nen nhffng rui ro tff nha eung cap. Iff cong nghe thay ddi, iff li gia va cae riii ro vd hoat ddng nhff la cac thay ddi ve chinh sach va quy dmh phap luat cua nganh, bupc doanh nghiep phai tim ra cac giai phap dd'i phd cac rui ro nay de tao eho minh ldi the canh tranh.
Cdng ty CO phan Thiet bj y te' Mega (Cong ly Mega) la mdt ddn vi da tham gia hoat ddng trong linh vffc kinh doanh thiet bi y le tff nam 2013, sau hdn 05 nam tham gia thi trffdng cdng ty vSn chffa xay dffng cho minh mdt chie'n Iffdc kinh doanh thiet
bi y te dai ban ma chu yeu thffc hien theo ke hoach hang nam. Do dd, ne'u nganh kinb doanh thiet bi y te gap khd khan se anh hffdng Idn de'n tinh hinh boat ddng kmh doanh cua cdng ty. Chinh vi vay, viec xay dffng va Iffa chpn mpt cbie'n Iffdc kinh doanh hdp ly rS't ed y ngbia.
2. Cdsoflyluan
2.1. Ve chien lUffc kinh doanh cua doanh nghiep Smith va ctg (1989) cung cap nhffng kien thffc can thid't, tff khai niem chie'n Iffde, sach Iffdc kinh doanh de'n phan lich mdi trffdng kinh doanh d cac lap doan kinh te Idn va d ca'p doanh nghiep Ihanh vien, td cbffc thffc hien, kiem tra danh gia viec Ibffc bien chie'n Iffdc, sach Iffdc kinh doanh. Trong dd, nghien cffu chu trong de'n viec dao tao can bd quan tri kinh doanh d ca'p doanh nghiep cd quy md Idn, nhd va d ca'p cdng ty.
David (2015) cbo rang can tao tinh chu ddng va sff khac biet d-ong canh tranh; bang cac hoat ddng xac dinh muc deu phu hdp vdi kha nang hidn ed va
156 So 3 - T h a n g 3/2019
trien vpng phat trien. Dong thdi, doanh nghiep cung cd the hoan loan chu ddng didu chinh chien Iffdc kinh doanh cua minh de dam bao eho nd ludn ludn phii hdp vdi nhffng bid'n ddng khdng ngffng cua mdi trffdng kinh doanh trong nffdc va qudc te.
Aaker (2007) nhan dinh mud'n quan tri thanh cdng mdt doanh nghiep, nha't thiet phai cd chien Iffpc kinh doanh. Van de then chd't la dat ra mdt he thd'ng quan tri sao cho nha quan tri: Cd dffdc mpt tlm nhin ro net ve cdng viec eua minh; ed the bao quat va hieu dffdc mdi trffdng nang dpng cua kinh doanh; tff dd chpn ra nhffng giai phap chid'n Iffdc phu hdp mpt each sang tao va khdn ngoan; de ed mpt sach Iffdc canh tranh dffa tren ldi the cua rmnh.
Nghien cffu eua Trffdng Van Dung (2007) ve xay dffng chie'n Iffdc kinh doanh nganh hang thie't bi y te cua edng ty REXCO da van dung cac ly thuyet chien Iffdc de xay dffng cac ma Iran danh gia cac ye'u to ben ngoai (EFE), ma Iran danh gia cac yeu id ben trong (IFE), ma trSn hinh anh canh tranh (CPM) dung pban tich va so sanh cae thach tbffe, cd hgi, cac diem manh, dem ye'u cua cdng ty vdi cae do'i thii canh tranh trong nganh thie't bi y te' va de xuS't xay dffng ma Iran SWOT de xac dinh cac chien Iffde mue deu trong cbo giai doan pbat trien dai han cua cdng ly.
Nghien eiiu cua Tran Van Thffdng (2016) ve xay dffng chien Iffdc kinh doanh cho nganh san xua'l dffdc pham , da de xuat ma Iran SWOT va sff dung ma tran hoach dinh chie'n Iffdc cd dinh Iffdng SQPM de de xut't cac chien Iffdc kinh doanb hieu qua.
Nghien cffu nay chi ra rang, de xay dffng chie'n Iffde kinh doanh hieu qua, cdng ly phai md rdng phat tnen thi trffdng, cung cd' he thd'ng phan phd'i tao ra mpt he khung xffdng de cac chinh sach khac thffc
KINH DOANH
hien hieu qua hdn nhff chinh sach marketing, gia san pham, lao dffng thffdng hieu...
Le Bao Toan (2016) da van dung phffdng phap phSn tich cac ma tran vi the chie'n Iffdc va d^nb gia boat dpng (SPACE) trong giai doan kdl hpp, dffa tren thdng tin tff cac so' lieu sd ca'p va thff ca'p nham xay dffng cac chien Iffdc kha thi, ke't qua thdng qua ma tran hoach dinh chie'n Iffdc cd the dinh Iffdng (QSPM) de quyet dinh nhffng chie'n Iffdc td't nhal ffu tien thffc hien eho cdng ty.
3. Phif<Aig phap nghi§n ciJu
Nghien cffu nay dffdc tnen khai tren cd sd phffdng phap chuyen gia vdi sff hd trp cua phffdng phap thd'ng ke phan lich. Phffdng phap chuyen gia dffdc sff dung de: (i) Xac dinh cac yeu td ben trong va ben ngoai anh hffdng de'n hoat ddng kinh doanh thie't bi y te' cua cdng ty Mega; (h) Xac dinh lam quan trpng cua cac ye'u Id' mdi trffdng ben trong va ben ngoai ddi vdi kinh doanh thiel bi y te; (iii) Xac dinh kha nang phan ffng eua edng ty Mega trffdc tac ddng eua cac nhan id mdi trffdng trong hoal ddng kinh doanh thie't bi y id'; (iv) Xac dinb mffc dd ngudn Iffc cua Cdng ty Mega ebo kinh doanh thie't bi y te'; va (v) Danh gia sff hap dan eua cac phffdng an chie'n Iffdc dffdc de xua'l cbo Cdng ty Mega trong giai doan 2019-2024.
Tff day, nhdm tae gia dd xua't quy trinh xay dffng chie'n Iffdc cua David (2015) vdi eae giai doan sau:
(i) Giai doan dau vao: ma Iran EFE, ma Iran CPM va ma Iran IFE, (ii) Giai doan kel hdp: ma Iran SWOT, (ni) Giai doan quyet dinh: ma Iran hoach dinh chien Iffdc cd the dinh Iffdng dffdc QSPM.
4. Ket qua nghidn cd'u
Bang 1 cho tba'y ke't qua hoat dpng kinh doanh etia Cdng ly Mega giai doan 2013-2017.
Bang L Ket qua hoqt dong kinh doanh cua Cong ty Mega giai dogn 2013-1017 Chitieu
Doanh thu chua VAT (dong) Lpi nhuan tru6cthue (dong)
Loi nhuan sau thue(dong) Loi nhu§n sau thue/Doanh thu Von Chu s6hOu (dong) LN sau thue/Von CSH
2013 1,257 755.166
4 614.005 3.575.854 0,028 1.003.575.854
0,0035
2014 1.986.174.720
6.771 983 4.028.398
0,020 1 007.604.252
0,0035
2015 7.730.700.025
16 844473 12.580.389 0,016 1.020.630.375
0,0123
2016 4.173.724.683
8.254 169 6.510 809 0,015 1.026.346.989
0,0063
2017 3.850.706.096
8.091 388 6.319.889
0,016 1.032.666 878
0,0061 Nguon: Cong ly Mega, 2013-2017
So 3 - T h a n g 3/2019 157
Viec phan tich tinh hinh mdi trffdng ben ngoai ed the tdm tat trong Bang 2.
Bang 2. Ma trgn cac ye'u tdben ngodi cua Cong ty Mega
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Cac yeu to ben ngoai Trpng
so Diem phan loai
Diem p h ^ loai theotrgngso Cac{xJh&
Cac chinh sach nha nudc khuyen l^hich phat trien nganh y te Toe do phat trien kmh teon dmh
Ngudi dan ngay cang quan tam den site khoe cua minh Thu nhap binh quan dau ngudi tang
Sy xuat hien ngay cang nhieu benh vien mdi Cdng nghe dieu tri ky thuat cao ngay cang phat trien Nang cap cac tuyen y te co sd dat chuan Quy mo thi trudng thiSt bi y te ngay cang phat trien
0.07 0,06 0.07 0.07 0.06 0,08 0.05 0.08
2 3 4 3 3 2 2 4
0.21 0.18 0.32 0,21 0,21 0,14 0,10 0,28 Cacfhat^thtic
Da dang ve Chung icai va chat iuong
Sy quan iy chdng cheo cua CO quan tnjc thuoc bO y te SU canh tranh gay gat cua cac cong ty Sy hieu biet cua ngudi tieu dung ngay cang nhieu
Ngay cang cd nhieu van phong dai dien cua cac tap doan thiet bj y te cd mat tai Viet Nam
Cac san pham thay the Nguon vdn tin dung tU ngan hang Ti gia dong ngoai te tang Tong cong
0,06 0,06 0,07 0.06 0,06 0,05 0,05 0,05 1,00
2 2 4 2 2 3 3 3
0,12 0,12 0,28 0,12 0,12 0.15 0.15 0.15 2.86 Ngudn: Ket qud khdo sdt vd tinh todn ciia nhdm tdc gid
Viec phan tich mdi trffdng nganh cho tha'y cac dd'i thu canh tranh trffc dep la Cdng ty Lidn doanh Y bpc Viet - Han Vikomed, Cdng ty TNHH Thffdng mai - Dich vu An Thinh Health, tff dd hinh thanh ma Iran hinh anh canh tranh (CPM) cua Cdng ly Mega nhff trong Bang 3.
Ben canh do, viec phan tich moi trffdng ndi bd cong ty cung giup xay dffng ma tran cac ye'u td ben trong Cdng ty Mega nhff trong Bang 4.
5. De xuat xay dffug chien lU'dc 5.1. Sdmenli vd tdm nhin ciia Cong ty Mega Sff menh: Cdng ty Mega dffdc hinh thanh vdi mong mud'n mang de'n cdng ddng nhffng ky thual y te tien lien bac nhat thd gidi. Ngay cang nhieu ngffdi dan ed ed hdi dffdc cham sde sffe khde chat iffdng d mffc ehi phi hdp ly
Tam nhin, Trd thanh mdt trong nhffng cdng ty sd hffu chudi cung ffng lot nha't trong ITnh vffc thie'tbiy te.
5.2. Chien lUdc tong the giai doan 2019-2024 vd tdm nhin ndm 2030 ciia Mega
Chien luac tong the - Mue deu long quat Doanh sd lang 10%/nam.
Mffc ldi nhuan dat 7- 10%/nam.
- Cac dinh hffdng chien Iffdc
Giff vffng va nang cao thi ph^n ban trang thiS't hi y te tren thi trffdng y te va tren ca nffdc. Gdp phan binh dn thi trffdng trang thie't bi y te tai TP. HCM.
Day manh hoat ddng kinh doanh thie't bi y te, khai thac dau vao bang viee van ddng trd thanh nha phan phd'i ddc quyen cho mdt sd' nha san xuat Idn
158 So 3-Thang 3/2019
KINH DOANH
Bang 3. Mo trdn hinh dnh cqnh tranh cua Cong ty Mega
TT
1 2 3
Cac yeut&taoklitiiecanhtranh
Chat luong san pham San pham da dang Kha nang canh tranh ve gia 4 Kha nang tai chinh 5 Thj phan
6 ' Trinh ddva kmh nghiem cua ngudn nhan luc 7
8 9 10 11
Dich vy khach hang Dao tao hua'n iuyen Quan iy dieu hanh Su trung thanh cua khach hang Ivlarketing
long cong
Trong so 010 0,09 0,10 0.10 0.09 0,09 O10 0,08 0.09 0.09 0.09 1,00
Mega Phan
loai 3 3 3 3 2 3 3 3 2 2 2
Dilmtheo trong so 0.30 0.27 0,30 0,30 0.18 0.27 0,30 0.24 0.18 0.18 0,18 2,70
Vikotned Phan
loai 3 3 3 4 3 3 2 2 3 2 3
Dllmtheo trong so 0.30 0.27 0.30 0.40 0.27 0,27 0,20 0,16 0,27 0.18 0.27 2,89
AnTtijnh Phan
loai 2 2 3 2 3 3 3 2 2 3 2
Diem theo trpng so
0.20 0.18 0.30 0,20 027 0.27 0,30 016 018 0,27 0.18 2,51 Nguon: Ket qud khdo sdl vd tinh todn cua nhdm lac gid Bdng 4. Ma trdn cdc yeu td ben trong cua Cdng ty Mega
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Cac y§u to ben trong Trpng
So Diem phan loai
DiSm ph3n loai ttteo trong so Cac (Ttetrt manh
Cd uy tin vdi cac benh vien, phong kham va dai fy phan phdi Cd uy tin vdi cac nha cung cap nudc ngoai
Ddi ngu quan tn cd kmh nghiem kinh ddanh thiet bj y te 4. Tiem luc tai chinh
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IVldi quan he vdi cac to chUc tin dung Gia phu hop
Thj phan mua ban thiet bl y te idn Dmh hudng kinh doanh
0,08 0,08 0,07 0,08 0,08 0,07 0,07 0,07
3 3 4 3 3 3 3 2
0,24 0,24 0,28 0,24 0,24 0,21 0,21 0,14 CactftetnyiAi
Chua cd phuong phap marketing tot, chUa cd ngudi dij trinh do trong hoat ddng marketing
Uy tin va danh tieng thydng hieu chua cao Pham vi kenh phan phoi chua rdng Nang iuc nghien cUu thj trudng khdng manh
Ddi ngu ban hang chua dUdc dao tgo tdt ve ky nang ban hang, cham sdc khach hang
Cdng tac quan iy nguon nhan iUc cdn y&'u CocautochUc
longc$ng
0,06 0,06 0,06 0,05 0,06 0,06 0,05 1,00
2 2 2 2 2 2 2
0,12 0,12 0,12 0,10 0,12 0,12 0,10 2,60 1 Nguon: Kel qud khdo sdl vd tinh todn cua nhdm tdc gid
So 3-Thong 3/2019 159
Viec phan tich tinh hinh moi trudng ben ngoai c6 the tdm tat trong BSng 2.
Bang 2. Ma trqn cac yeu to ben ngodi cija Cong ty Mega
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Cac ySut^ben ngoai Trpng
so Diem phan loai
Diem phSn loai theo trong sff CactxJh^
Cac chinh sach nha nudc khuyen khich phat triSn nganh y tg Tdcdd phat tnen kinh tedn djnh
Ngudi dan ngay cang quan tam den sUc khoe cua minh Thu nhap binh quan dau ngudi tang
SU xuat hien ngay cang nhieu benh vien mdi Cdng nghe dieu tn ky thuat cao ngay cang phat trien Nang cap cac tuye'n y te cd sd dat chuan Quy md thi trudng thiet bj y te ngay cang phat tnen
0,07 0,06 0,07 0,07 0,06 0,08 0,05 0.08
2 3 4 3 3 2 2 4
0,21 018 0,32 0,21 0,21 014 0,10 0.28 Cacthachthdc
Da dang ve Chung ioai va chat luong
Sy quan ly chong chec cUa cd quan true thude bd y te Sy canh tranh gay gat cua cac cdng ty Su hieu bie't cda ngudi tieu dung ngay cang nhieu
Ngay cang cd nhieu van phdng dai dien cua cac t§p doan thiet bi y te cd mat tai Viet Nam
Cac san pham thay the Ngudn vd'n tin dung ti/ ngan hang Ti gia dong ngoai te tang long cdng
0.06 0,06 0,07 0.06 0.06 0.05 0,05 0,05 1,00
2 2 4 2 2 3 3 3
0.12 0.12 0,28 012 012 015 0,15 0.15 2,86 Nguon: Ket qud khdo sdt vd tinh todn cua nhom tdc gid
Viec phan tich mdi trffdng nganh cho thay cac dd'i thu canh tranh trffc tie'p la Cdng ty Lien doanh Y hpe Viet - Han Vikomed, Cdng ly TNHH Thffdng mai - Dich vu An Thinh Health, tff do hinh thanh ma Iran hinh anh canh tranh (CPM) cua Cdng ty Mega nhff trong Bang 3.
Ben canh dd, viec phan tich mdi trffdng ndi bd cdng ty cung giup xay dffng ma tran cac ye'u to'ben trong Cong ly Mega nhff trong Bang 4
5. D^ xuS't x^y diJfng chid'n Iffdc 5.1. Sdmenh vd tdm nhin ciia Cong ty Mega Sff menh: Cong ty Mega dffdc hinh thanh vdi mong mud'n mang de'n cdng dong nhffng ky thual y te' tien tie'n bac nha't the' gidi. Ngay cang nhieu ngffdi dan cd cd hdi dffdc cham sde sffe khde cha't Iffdng d mffc chi phi hdp !y.
Tam nhin: Trd thanh mdt trong nhffng cdng ly sd hffu chudi cung ffng td't nha't trong linh vifc thie't bi y te.
5.2. Chien lu^c tong the giai doan 20J9-2024 va tdm nhin ndm 2030 cua Mega
Chie'n luoc tong the -Muc lieu tdng quat Doanh so'lang 10%/nam.
Mffc ldi nhuan dat 7 - 10%/nam.
- Cac dinh hffdng chie'n Iffdc
Giff vffng va nang cao thi phan ban trang thiS't bi y te tren thi trffdng y le va tren ca nffdc. Gdp phan binh on thi trffdng trang thiel bi y te tai TP. HCM.
Day manh hoat dpng kinh doanh thiet bi y l^, khai thac dau vao bang viec van ddng trd thanh nha phan phd'i ddc quyen cho mpt so' nha san xua't Idn
158 So 3-Thang 3/2019
KINH DOANH
Bang 3. Ma trdn hinh dnh cqnh tranh cue Cong ty Mega
n
1 2 3
6 7
Cac yeu to tao ldi the canh tranh
Chat luong san pham San pham da dang Khanangcanh tranh ve gia Kha nang tai chinh Thj phan
Trinh dd va kinh nghidm cua ngucn nhan luc D|ch vu khach hang
8 Dad tao hua'n luyen 9
10 11
Quan ly dieu hanh Sy trung thanh cua khach hang Marketing
TwigcOng
Trpng so O10 0,09 010 O10 0.09 0.09 0,10 0,08 0,09 0,09 0,09 1,00
Mega Phan
loai 3 3 3 3 2 3 3 3 2 2 2
Diem theo trpng so 0,30 0,27 0,30 0,30 018 0,27 0,30 0,24 0.18 0.18 0.18 2,70
Vikomed Phan
loai 3 3 3 4 3 3 2 2 3 2 3
Di§'mtheo trpng so 0,30 0,27 0,30 0,40 0,27 0,27 0,20 016 0,27 018 0,27 2,89
An Thinh Phin
loai 2 2 3 2 3 3 3 2 2 3 2
Dl^theo trpng so 0,20 0.18 0,30 0,20 0,27 0,27 0,30 0.16 0.18 0.27 018 2,51 Ngudn: Ket qud khdo sdt vd tinh todn cUa nhom tdc g Bang 4. Ma trdn cdc yeu to ben trong cuo Cdng ty Mega
1 2.
3.
Cac y^1£rb§n trong Trpng
So Diem phanlo^
Dion phan loai theo trpng so Cac^&rtmanh
Cd uy tin vdi cac benh vien, phdng kham va dai ly phan phc^
Cd uy tin vdi cac nha cung cap nudc ngdai Dpi ngO quan tri cd kinh nghiem kmh ddanh thiet bl y te 4 Tiem lye tai chinh
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Md'i quan he vdi cac tdchyc tin dung Gia phu hdp
Thj phan mua ban thiet bi y t§' Idn Dmh hudng kmh ddanh
0,08 0,08 0,07 0.08 0.08 0.07 0.07 0.07
3 3 4 3 3 3 3 2
0,24 0,24 0,28 0,24 0,24 0,21 021 0.14 Cacdi^y&j
Chua cd phuong phap marketing tdt, chua cd ngudi dij trinh dp trdng hdatdpng marketing
Uy tin va danh tieng thudng hieu chua cao Pham vi kenh phan phdi chua rdng Nang lye nghien cUu thj tn;dng khdng manh
Dpi ngu ban hang chua duoc dad tao tdt ve ky nang ban hang, cham sdc khach hang
Cdng tac quan ly nguon nh^n luc cdn yeu Cd cau tochUc
TongcOng
0,06 0,06 0,06 0,05 0,06 0,06 0,05 1.00
2 2 2 2 2 2 2
0.12 0.12 0.12 0.10 0.12 0,12 O10 2,60 Ngudn: Kel qud khdo sdt vd linh todn cda nhom tdc gid
va ed uy tin ffen thS' gidi va md rdng thi phin cung cap cho cac ddn vi y te trong nffdc.
Cng dung thanh tffu khoa hoc ky thuat nghien cffu san xua't thSm nhffng san pham mdi cd hieu qua thiel thffc phuc vu cho ngffdi deu dung va trien khai san xua'l vdi quy md Idn de eung cap cac mien da't nffdc.
Tdm nhin de'n ndm 2030: Trd thanh mpt trong nhffng cdng ty phan phd'i ddc quyen mpt so' thie't bi y le cua mpt so' nha san xua'l Idn cd uy tin tren thd' gidi. Mang de'n cho cdng dong nhffng phffdng phap cham sdc sffe khoe dat ehS't Iffdng tren dien rdng.
5.3. Ma trdn SWOT vd y tUdng de xud't chien lUdc
Thdng qua cac ma tran EFE, CPM va IFE, kel bdp vdi cac dinh hffdng, muc tieu phat trien ciia Mega, ma tran SWOT dffdc hinh thanh nbff trong Bang 5.
Nhff vay, ma Iran SWOT da cbo ra 9 gdi y chien Iffdc nhff sau:
1) Chien Iffdc tham nhap Ihi trffdng: Tan dung nhffng the manh sSn ed ket hdp vdi cd hdi mdi trffdng, tang thi phan tai thi trffdng hien tai.
2) Chie'n Iffdc phat trien thj trffdng: Gia tang thi phan thdng qua tan cdng vao cac tbi trffdng liem nang.
3) Chid'n Iffdc phat trig'n san pham' Phat trien san pham mdi vao thi trffdng hien tai.
4) Chie'n Iffde phat trien san pham: Tan dung nhffng thd' manh vd'n ed d6' dau iff cung cap eae san pham mdi cho thi trffdng.
5) Chie'n Iffde ke't hdp doc ve phia trffdc: Giam ap Iffc canh tranh tff thi trffdng thdng qua viec hdn kel vdi cac phdng kham, dai ly phan pbd'i nham id chffc phan phd'i td't san pham
6) Chie'n Iffdc ket hdp doc ve phia sau: Tim kie'm va Iffa chpn nha cung ca'p cd gia td't, chat Iffdng dam bao nham giam chi phi dau vao.
7) Chie'n Iffdc marketing: Day manh hoan thien cdng tac marketing, ban hang de tan dung cd hdi thi trffdng.
8) Chie'n Iffde hoan Ihien ed ca'u va phat trien nguon nhan Iffe: To chffc lai cd ca'u nhan sff va day manh edng tac dao lao va phat tnen nguon nhan Iffe.
9) Chien Iffdc lien doanh. Hen ket: Trffdc nhffng han che' ve nguon Iffc ndi tai, cdng ty nen tang cffdng lien ke't va hpp tac vdi do'i tac.
5.4. Ma trq.n QSPM Ida chon chien lUffc cho Cong ty Mega
Viec trien khai ciing luc 9 chie'n Iffdc tren la khdng the vi khdng du ngu6n Iffc va khdng can thie't, vi cd nhieu chie'n Iffdc co the thay the I3n nhau. Nghidn cffu nay sff dung phffdng phap chuy6n gia va cdng eu ma trSn QSPM de Iffa chon chien Iffdc eho cdng ly Mega. Cude khao sdl chuyen gia trong nganh thie't bi y te' da dffdc thffc hidn dffdi hinh thffc bang hoi, trong do cac chi^n Iffde trong ciing mdt nhdm se dffdc dat trong mpt bang de cac chuyen gia dd so s^nb. Kel qua thu dffdc la ed sd de xay dffng cae ma tran QSPM.
5.5. Ma trdn QSPM nhom chien lUffc S-0 Chig'n Iffdc phat tnen thi trffdng ed td'ng so' diem hap dSn la 253 diem, cao hdn tong sd' diem ha'p din cua chie'n Iffdc tham nhap tbi trffdng la 231 diem va chie'n Iffde phat hien san pham la 235 diem. Do d6, Chien Iffdc u\i lien Iffa chpn thffc hien la "Chien Iffdc phat trien thi trffdng" de md rdng thi trffdng v^
cung eo' vi tri thffdng hieu eong ty. Sau khi thffc hidn xong chien Iffdc da Iffa chpn, liep tuc thffc hien 2 chid'n Iffde cdn lai.
5.6. Ma trdn QSPM nhom chien lUac S-T Chie'n Iffdc phat trien san pham cd tdng s6' diem ha'p dan la 235 diem, cao hdn long sd'diem hap din cua chie'n Iffdc ke't hdp dpc ve phia sau 1^
230 diem va chie'n Iffdc chie'n Iffdc ke't hdp dpc ve phia trffdc la 224 diem. Do do, Chie'n Iffdc ffu tidn Iffa chon tbffe hien la "Cbie'n Iffde phat tri^n san pham", phat trien da dang san pham de tan dung nhffng ed hdi thi trffdng. Sau khi thffc hien xong chie'n Iffpc da Iffa chpn, tie'p luc thffc hien hai chie'n Iffde eon lai.
5.7. Ma trdn QSPM nhom chien lUffc W-O Chie'n Iffdc marketing cd tdng sd' diem ha'p dan la 217 diem, cao hdn tdng so' diem ha'p din eua chie'n Iffdc hoan thien cd ca'u va phat trien nguon nhan Iffc la 205 diem. Do do, Chie'n Iffdc ffu den Iffa chpn thffc hien la "Chid'n Iffdc marketing", tffng bffdc hoan thidn boat ddng marketing tai Cdng ty.
Sau khi thffc hien xong chien Iffdc da Iffa chon, ti^p luc thffc hien chid'n Iffdc cdn lai.
5.8. Ma trdn QSPM nhom chien liAfc W-T Chien Iffdc lien doanb, lien ke't cd tdng sddiem bap dan la 157 diem va cbie'n Iffdc nay la chien Iffdc Iffa chpn eua cdng ty.
160 So 3-Thdng 3/2019
KINH DOANH
Bang 5. Ma trqti SWOT de xudt cac y tiJdng chien lUdc cho Cong ty Mega
SWOT
QIEMMANH-S Si: Co uy tin vdi cac benh vien, phdng
kham va dai ly ph§n phoi S2: Co uy tin vdi cac nha cung cap niJdc
ngoai
Ss: Dpi ngu quan tn cd kinh nghi§m kmh doanh thiet biyte S4:TilmliJc tai chinh
S5: McS quan h6 vdi cac td chile tin dung
Se: Gia phii hpp
ST: Thj phan mua ban thiet bj y te Idn SB: D|nh hudng kinh doanh
DIEM YEU-W Wi: Chua cd phUdng phap marketing
tdt, chua CO ngudi du trinh dp trong hoat ddng marketing W2: Uy tin va danh tieng thUdng hieu
chua cao
Ws: Pham vi kenh phan phdi chua rpng W4: Nang luc nghien cdu thi trudng
khong manh
Ws: Dpi ngu ban hang chua dUdc dao tao tdt ve ky nang ban hang, cham s6c khach hang
We: Cdng tac quan ly nguon nhan luc cdn yeu
W7:Coca'ut6chUc
cdHOi-0 O1: Cac chinh sach nha nudc khuyen
khfch phat trien nganh Ytg 02: Toe dp phat tnen kinh te on dmh Oa: Ngudi d&n ngay cang quan tam den
site khoe cua minh.
O4: Thu nhap binh qu&n diu ngudi tang Os: Su xuat hien ngay cang nhieu benh
vi6n mdi
Oe: Cdng nghe dieu tr| ky thuat cao ngay cang phat trien Or: Nang cap cac tuyen cd sd y te dat
chuan
Os: Quy md thj trudng thiet bj y te ngay cang phat tnen
S - O
Si, Ss, Se + O2, 03, 04: Tan dung nhiJng the manh san cd ket hpp vdi cd hpi moi trudng, tang thi phan tai thj trudng hien tai: Chien liipc tham nh|lp thitntdng
S3, S4. Se, Ss, + O1,03,05,07, Oa: Gia tang thj phan thdng qua tan eong vao cac thi ta/dng liem nang: Chien lupc phat trien thitnJdng
Si, S2, S4, S5, S7, + O1, 06, 07, Oe:
Phat trien san pham mdi vao thj trudng hien co: ChlSn lUdc phat trien san pham
W - 0
Wl, W2, W3, W4, W5 + O2, 03, 04, 05, Oe: Day manh hoan thiSn cdng tac Marketing, ban hang de tcin dung cd hdi thj tnJdng: Chien lUdc marketing W4, W5, We, W7 + 02,03,04,06, Oe, Oe: To chUc lai cd cau nh§n sU va day manh cdng tac dao tgo va phat tnen ngudn nhan luc: ChiSh lUdc hoan t h i ^ cd cau va phat trien nguon nguon nhan luc
BEDOA-T Ti: Da dang ve chung loai va chat
lffdng
T2: SU quan ly chdng cheo cua cd quan true thuoc Bo Yte
Is: SU canh tranh gay gat cua cac cdng ty
T4: Su hieu biet cua ngudi tieu dung ngay cang nhieu
Te: Ngay cang co nhieu van phdng dai dien cua cac tap doan thiet bi y te cd mat tai Viet Nam
Is: Cac san pham thay the T7: Ngudn vdn tin dung tU ngan hang Te: Ti gia dong ngoai te tang
S - T
S2, S3, S4, Se, Se +Ti, T3, T4: Tan dgng nhUng the manh vdn cd d^ dau tU cung cap cac san pham mdi cho thj trudng:
Chien lUdc phat tri^ san pham Si. S3, S4 + T3, T2. T4, Te, Te: Gi^m ap Iffc cgnh tranh tU thi trudng thdng qua vi6c li&n kSt vdi cac phdng kham, d?i ly phan phoi nham to chflc phan phoi tot san pham: C h l ^ lUdc kel hop dpc ve phia trudc
S2, Ss, S7, Se + T3, T4, T7, Ta: Tim kiem va lua chpn nha cung cap c6 gia tdt, chat lupng dam bao nham giam chi phi diu vao: Chi@ri lUdc kS hdp dpc ve phfasau
W - T
Wi, W2, W3, W4 + T3, Te: TnJdc nhOng han che ve nguon luc npi tai, cong ty nen tang cudng lien ket va hpp tac v6i ddi tac: Chien Iffdc lien doanh, lien ket
Nguon: Nhdm tdc gid thuc hien thdo ludn nhom chuyen gia Sd3-Thang 3/2019 161
6. Giai phap trien khai cac chien Iif^c kinh doanh Cong ty Mega
6.1. Gidiphdp ve nguon nhdn lUc Tie'p tuc nang cao nang Iffc quan ly, dieu hanh cua Ban Giam dd'c, trffdng phd phong thdng qua viec bdi dffdng ve quan tri va cae ky nang quan ly.
Boi dffdng them trinh dd nghidp vu chuyen mdn, kie'n thffc chuyen nganh, ngoai ngff, quan ly chS't Iffpng cho nhan vien de dap ffng nhu ciu hdp tac, dau tff vdi eae ddi tac hen doanh hen ket.
Xay dffng cd che' tuyd'n dung, bd sung them nhan vien cha't Iffdng vao cac vi tri cdn ye'u, chang ban nbff bp phan marketing. Dong tbdi, xay dffng quy trinh, chinh sach ed tinh he thdng tff tuyen chpn, dao lao, dao lao lai ngudn nhan Iffc nhff xay dffng cac bang tieu chuan chffc danh, md la cdng viec ro rang de tff dd danh gia, phan loai ngudn Iffc. Ngoai ra, dinh ky can to chffc danh gia va xay dffng ke' hoach dao tao ngan ban nham nang cao nang Iffe ban hang va ky nang can thie't cho nban vien.
6.2. Gidiphdp ve marketing
Tffng bffdc hoan tbien va bo sung dpi ngii pbu trach boat ddng nghien cffu thi trffdng, tren cd sd dd giup cdng ty phat trien cac phan khuc thi trffdng mdi chffa dffpc dap ffng. Nam bat tdt nhffng xu hffdng mdi cua ngffdi lieu dung de ed chie'n Iffdc san pham phii bdp. Dinh ky id chffc lay y kie'n cua ngffdi tidu dung ve chat lffdng cua san phSm, eung nbff dieb vu eua Cdng ty.
Xay dffng khung gia ban san pham pbu hdp tren cd sd danh gia, so sanh mffc gia vdi eae ddi thu trong nganh. Danh gia hieu qua hoat dong cua cac kenh phan phd'i iruyen thdng, cac thi trffdng Men tai. Tren cd sd do, khae phuc nhffng mat ye'u kem va eai lien nham hoan thien. Nghien cffu va day manh doanh sd thdng qua cac kenh ban bang bien dai: online, telemarketing,.
Dliy manh boat ddng truyen thdng, quang cao, dac biel, sff dung binh tbffe quang cao truyen mieng
(WOM - Word of Mouth). Dpi ngu ban hang can dffdc hua'n luyen thanh thao kid'n tbffe san pham, manh ve ky nang, khdng ngffng nang cao chat Iffdng dich vu cham sdc khach hang. Hoan thien va nang cap website eua Cdng ty, cung cap cang nhieu thdng tin ve san pham va cac chffdng trinb ha'p din ebo ngffdi tidu diing de dang tie'p can.
6.3. Gidiphdp ve tdi chinh
Xay dffng ke hoach sff dung vdn dinh ky, thffc hien chinh sach kiem soat va quan ly chi phi hidu qua de tang cffdng nang Iffe canh tranh. Ke't hdp vdi chie'n Iffdc lidn doanh de tim cd hpi hdp lac lidn doanh vdi cac edng ty.
Tie'n hanh danh gia cac khoan nd cua khach hang va cd giai phap thu bdi. Han chd' viec khach hang ehie'm dung vd'n cua Cdng ty thdng qua viec cdng ly thffc bien chinh sach ffu dai khi thanh todn tien mat (chie't kha'u tien mat).
Thdng ke danh gia hang hda tdn kho cua Cong ty va cd ke hoach "giai phdng" hdp ly. Danh gia nhu cau tbi trffdng de xay dffng ke hoach nhap san pham phu hdp.
6.4. Gidiphdp ve xdy diing vd phdt trien thidfng hieu
Xay dffng hinh anh cua Cdng ty Mega tren thi trffdng thiel bi y te' bang each dSm bao chat Iffdng san pha'm td't, mffc gia phii bdp. NgoSi ra, khdng ngffng hoan thien ddi ngu nhan sff (quan ly, ban hang,..) de cung ca'p cbo khach bang nhffng san pham td't nha't va tin cay.
7. Ke't luan
Ke't qua nghien cffu eho tba'y: vide van dung ma Iran EFE, CPM. IFE, SWOT da de ra 9 y tffdng chie'n Iffdc. Ma Iran QSPM dffdc sff dung de chpn ra 4 chid'n Iffdc tdi ffu cho Cong ty Mega la: Phat tnen thj ffffdng; Phat trien san pham; Chie'n Iffdc marketing; Chie'n Iffdc hen doanh, lien ket. De trien khai thanh cdng cac chie'n Iffdc nay, Cdng ty Mega can Cd cac giai phap hd Ird ve phat trien nguon nhan Iffc, marketing, tai cbinh, thffdng bieu •
TAI LIEU THAM KHAO:
1. Aaker, David A. (2007), Tnen khai chie'n luoc kinh doanh. Dich gid: Ddo Cdng Binh Hd Ndi: Nhd xud't bdn Tre.
2 David, Fred R (2015). Qudn in chien luoc - Khdi lugn vd cdc tinh hudng. Bien dich: Tdp the giang vien Khoa ThUdng Mat - Du lich - Marketing, Trudng Dat hpc Kinh te TP.HCM. Nhd xudt bdn Kinh te TP HCM.
162 Sd3-Thang 3/2019
KINH DOANH
3. Le Bdo Todn (2016). Van dung ma trdn SPACE va QSPM de xdy dUng vd lUa chon chien luoc kinh doanh: Trudng hop chie'n luac kinh doanh etia Cdng ty cdphdn Thuy .ran Minh Phii Hau Giang den ndm 2020. Tap chi Kmh ti - Xd hdi, tr 10-20.
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6. TrUOng Vdn Dung (2007). Xdy dUng chie'n luac kinh doanh mdt hdng trang thiel bi y te cho Cdng ly REXCO den ndm 2015. Lugn vdn Thac sT. Dai hoc Kinh le'TP. HCM.
Ngay nhan bai: 4/2/2019
Ngay phan bien danh gia va su'a chifa: 14/2/2019 Ngay cha'p nhan dang bai: 24/2/2019
Thong tin tdc gid:
1. PGS.TS. HA NAM KHANH GIAO Vien trffdng Vien Nghien ciJu Kinh te'ffng dung Trffdng Dai hpc Tai chinh - Marketing, Vidt Nam 2. QUAN VINH PHONG
Giam dd'c Cdng ty cd' ph^n Thid't hi y td'Mega
BUILDING THE BUSINESS STRATEGY FOR MEGA MEDICAL EQUIPMENT CORPORATION
IN THE PERIOD OF 2019 - 2024
• Assoc.Prof. Phd. HA NAM KHANH GIAO Director, Institute of Applied Economics Research
University of Economics Ho Chi Minh City
• QUAN VINH PHONG
Chief executive officer. Mega medical equipment Corporation
ABSTRACT:
The study was conducted to assess the impact of the external environment and the internal environment on trading medical equipment activities of Mega Medical Equipment Corporation in the current and upcoming periods. Based on the studys results, the study determined the business strategy of the company and propose solutions to implement this business strategy in trading medical equipment in accordance with the capacity of the company as well as the growth df the medical equipment market in the period of 2019-2024. The studys results showed that the company needs solutions for its human resource development, marketing, finance and brand development in order to successfully implement the companys business strategy.
Keywords: Business strategy, medical equipment. Mega Medical Equipment Corporation.
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