QUAN TRI KINH DOANH
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NQUvehHoano V i f i t ' Ngay nhfin: 10/12/2012 Ma sd: 2. QTKD TQ khoa, Chiin lopc kmh doanh; Gii tq; Tii du tn)c chiin lope kinh doanh.
Ldi ndl dfiu:
_ ! _ y ~ rong mpt vii nim gin diy. cung vdi so phit triin cua ly luin quin tq kinh doanh ndi ehung
" -^ vi quin tq chiin lupc ndi riing cd xuit hipn thupt ngQ "Tii du tnjc chiin lopc kmh doanh'.
Diy la thuPt ngO mdi vi cung cd nhiiu cich hiiu. cich biiu dpt vi ngay ei trong cic saeh chuyin Wido, sach giio trinh eung chua dope djnh nghTa rd ring. Bii viit niy dpa trin ca sd tpp hpp mpt si ttip c$n d sach chuyin khao Quan tq chiin lopc (QTCL) mdi nhit. d gSng di tdi mdt djnh nghJa vdi npi him day du, qua dd xae l$p du (rQc, ndl dung vi md hinh eua til du tnJc chiin lopc kinh doanh cua cac doanh nghiPp nganh may Vipt Nam.
1. Cd sd ly lufin cua tai du true chien lupc kinh doanh cua doanh nghifip
Chien lupc kinh doanh (CLKD) Id mfit trong nhQng thufit ngQ bdt dau dQpc phd bifin trong cdc sdch ly ludn vd thgc t\§h quan trj kinh doanh tQ nhQng nflm 60 the ky tnJdc 6 cdc nudc tU ban Chau Au va My va tQ nQa cudi thfip ky 90 thfi ky trudc d Vifit Nam (VN). Cd nhidu cdch nhin nhfin vd dinh nghTa khdc nhau tQy theo giai dogn phdt trien. bfii canh va tlnh the ngdnh kinh doanh cg the. Tuy nhifin ed the khai qudt mfit edeh hifi'u phd bien: "CLKD cdn dope gpi li chiin lupc cpnh tranh hay dan giin li chien lopc djnh vf. dope hiiu li cac cdng cp. giii phip, ngudn Ipc dexic l$p vi thi canh tranh cua cac ddn v/ kinh doanh chiin lupc (SBU) nham dat dope cic mpc tieu dii hpn cua mdt cdng ty.
Ve ndi ham, CLKD bao gdm cac quyet d|nh ve khdng gian thj trudng mye tifiu, iga chpn cgdng dfi dau tg va quy hoaeh ngudn Ige cho cdc SBU; cae djnh hudng chien IQpc ehQc nang (san xud't,
KHOA Hpc
46 Thutmg Mai
thUPng mgi, hg tang cdng nghfi. tdi chinh, hfi thfing thfing tin, R&D. td chQc vd nhdn lgc. hdi nhdp qude tfi), cdc tdi sdn. kha ndng vd nflng li/c cfing sinh (synergies) dupc huy dfing dd tgo iflp idi the cgnh tranh ben vQng.
Vi mpc tidu, CLKD Id bfle quan bi chien tUdc (QTCL) tidp theo dd tiifin khai chien lupc cap DN vd cd tifiu didm d tdng cQdng vj the canh tranh ben vQng trong ddi han eua cdc san phdm/djch vu chil ehdt cua DN hoflc cdc SBUs cua DN trong mdt ngdnh kinh doanh xde djnh vd/hofle tt^n mdt thi trudng mye tifiu xae djnh eua DN dd.
Vi lopi hlnh, CLKD cd the bao gdm cde chien lupc tich hpp vfi phfa tnJdc vd phfa sau, da dang hda, thu hogeh nhanh, phdt trifi'n san pha'm. thdm nhfip thj tnidng, cfit giam sdn lupng, tiet t^fidau tu, nJt khdi th| ti-Qdng, cd phfln hda (CPH). mua lai v a s d p nhfip (M&A),...
D d hifi'u thufit ngQ tdi cfiu tnic chien lupc kinh
* TS.. Trudng Dai hgc Thuang m^i
So 52/201^
QUAN TR! KINH DOANH
doanh (TCT CLKD), can hieu rd khdi nifim "cfiu ti-uc" Id gi? 6 day eflu trQc dupe hieu theo nghTa hogt dfing. qua trinh vfl td chQc de chi mfit td'ng ttie' dupc tgo thflnh tQ mfit sd phan tQ cfiu thdnh dupc sap xep cho mfit ehQe nflng/mgc tieu cd thd cam nhfln vd/hofic phan djnh dQpc [2]. Theo dd cau true DN vfl/hode ngdnh kinh doanh dupc hidu id mdt tflp hpp cdc ydu t d cfiu thflnh (cdc cd ddng kinh td va kinh doanh, cdc chifin IQpc, cdc ngudn lgc, cac qua trinh vd td chQc) vd sy sflp xep ehung trong quan hfi chQc nflng. quan hfi qudn trj, quan hfi xa hdi eho mye tieu phdt tridn vd sinh ipi. NhU vfly TCT DN duoc hifi'u Ifl qud trinh td ehQc, sflp xep lai thdng qua vifie thay dd'i ede ddn v| kinh doanh de tdi Iflp mfit cfln bfing, thich nghi mdi ed hifiu suat cao hon trong thgc hifin sQ mgng vd mgc tieu da dupe xdc Ifip cQa DN trong dieu kifin mdi tnidng va ngdnh kinh doanh thudng xuyen thay ddi va cd ddt bifin chidn lupe [3].
Nhu vgy, TCT Id mdt thuflt ngQ ehung vfl ed tinh phd qudt nhat bdi cau true dupe hifi'u la hat nhfln cua chien lupc vd hfi thdng, cung vdi 2 yfiu td nay hpp thanh bd khung - "hardware" cho thdnh cdng cQa DN. Trong ndi hdm cua thudt ngO nay ed lien quan den thuflt ngQ "tai thiet lap" (re-engi- neering) de chi trgng thdi tdi cau true tQ goe re'"kfit cau hg tang" ma trpng tfim Id cae qufl trinh kinh doanh cot Idi va ddi mdi cdc ngudn lgc, ddc biet ngudn lgc cdng nghfi vd tri thQe eho cdc qua trinh ndy de tgo 1 chuyen bien cfln bdn ve chat trong cau true thyc hien sQ mgng. mye tifiu da dupc xac Igp cQa DN [1]. MQc cao nhat cua tai cau trQc Id
"tdi tao Ifip" (recreating) nghTa Id doi mdi toan bfi hoflc phan co ban cac cau tQ hifin hOu ke ca kien ttiQc thupng tang vd ket cau ha tang cua DN ma bieu hifin khae bifit nhat cua nd Id su thay dd'i ca tii duy, ea hoach dmh sQ mang, mgc tieu cua DN vd ca xfly dung lai ket cau eho phQ hop vdi sQ mang, mye tifiu mdi ndy cua DN.
Ve nguyen ly, cd the iga chpn yfiu t d vfln hanh bat ky cau tQ ndo hoflc bfit ky tUdng tae giOa cdc cau tQ cQa DN dd lam doi tQpng cua TCT. Tuy nhifin vl thufie tlnh bdn chat cQa TCT la nham dat tdi mdt hifiu suat thgc hifin cao hon cho mye tieu
So 52/2012
tdng thd nfin cd thd tdng hpp 4 ddi tupng chu yeu dd TCT dQng hQdng. cd trpng tfim vd mang hieu qud cao Id TCT cdc chien lupc. cde qud trinh, ede ngudn Igc vd td ehQc eua DN. trong dd TCT CLKD ed xdc sufit thflnh cdng cao nhfit cho ed DN dang mgnh vd DN yfiu, edn nfiu tflp trung vdo TCT cdc yfiu td khdc (ngudn lye tdi chfnh, edng nghfi) thi ehi cd hifiu lyc cao vdi DN mgnh, cdn vdi DN yeu, ty lfi thdnh cdng rfit thap [7].
Difiu ndy cOng hodn tofln dQng vfi ty tufln, bdi trong ede togi cfiu trLic DN thi cfiu true CL (bao hdm cd chifin lupc efing ty, cdc CLKD vd cdc chifin lupc ehQc nflng) Id eau trQc tgo 1 can bang cd y nghTa tofln eye trong ndi bfi DN eung nhU tgo mdt thfch nghi phu hpp vdi mdi trudng, thj trudng trong dfli hgn theo thdi gian thgc (real time) cua nd. Mflt khde, trong nfii ham cua TCT CLKD, trpng tflm eua nd Igl la TCT CLKD gan vdi cdc nhdm SBUs cua DN dd, den lUOt nd, TCT CL lai ham chQa vifie TCT cac hoat dfing, cac qua trinh, cdc ngudn luc va ca TCT to chQc (gdm cac chinh sflch, cdc quy trinh, cae quan hfi va vfln hda DN) mfle dQ khdng phai la tofln bd cac yeu to ndy, md chi nhQng cau tQ cdn yeu, thieu trong mgc tieu chifin lupc ddi hgn.
Theo A. Chandler, cau trQc CLKD cua mdt DN cd lien quan den 5 loai cau tnJc [2], dd Id: cau tnjc thj tnidng vd djnh vi canh tranh cua DN trfin thj trudng mge tieu; cau true danh muc dau tu cdc SBUs eua DN; cau true chudi gid trj ngdnh kinh doanh ehlnh eua DN; eau true chudi cung Qng gia tn ciJa DN vd cau true tai san (eac ngudn igc) cua DN. Tich hpp 5 loai cau true trfin, CLKD cLJa DN tflp trung vdo 2 nhdm cau true cd ban:
Mpt IP, cfiu true chien lupc chudi cung Qng gid trj cho khdeh hang dat tpi the cgnh tranh khdc biet.
CJ ddy gid tri gia tflng cung Qng cho khdeh hdng la ty lfi giQa tdng gid trj khdeh hdng nhfln dQpe va tdng chl phi cQa khach hang, trong dd tong gid tn khach hang ia toan bd nhQng ldi fch md khach hang ky vpng tQ mpt san pham/djch vu xdc dinh vd bao gdm ede Ipi feh san phfl'm, dich vg, nhdn tgc, hinh anh; tong ehi phi khdeh hdng md khach hdng ky vpng phai gdnh chju dd cdn nhac, mua.
- K H O A HQC ' ^
ThUtfng Mai 47
QUAN TR! KINH DOANH
sQ dyng vd logi bd mfit sdn phdm xde djnh. bao gdm ede chi phf bflng tidn. thdi gian, nflng lupng vfl tflm ly.
NLKD Ifl tfch hpp cdc khd nflng vfl ngudn lgc kinh doanh md DN cd thfi huy dfing. kifi'm sodt vd v^n dyng dd dd xufit vd cung Qng gid tr| ddp Qng thj
Hlnhl Cic chl si xic dinh gii tq cung Ong khich hingCi,i III s,iii jiliaiii Giu i i i d i c h vu Gili III iihJn luc (ii.i In hin h.Inh
Chl pliMiOn Chl phi ihfti gum Chl phi 11:11111 lir.iiiLi
Chl phi lam ll
IfinBRialrl khiichhfinK
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Tm^ dli ph(
khdeh hunu
Old Iri liin 111'IK cuiiBifni!
khuch hiing
Nguin: [Ph. Kotler]
Nguyfin ly gid trj cung Qng cho khach hdng cQng phan dnh sQ khdc bifit giQa 2 quan nifim tifip cfln ti-fin tam mQe QTCL ddi vdi pham tru kinh doanh tiuyen thdng vd quan nifim gid tr; eung Qng cho khach hflng (kinh doanh hifin dgi). xem hlnh 2 vd 3.
trQdng vd mye tifiu CLKD eua DN trong ddi hgn. Cflu trQc cdc ndng Igc ndy Id co sd dd cdc DN dgg vdo d6 xfly dgng vj thfi cgnh tianh bfin vQng md bfit ky CLKD ndo cQng bj ehi phdi vd ph^
thufic vflo cdc nflng Iyc ndy
2. Khdi nlfim vd md hlnh t&\ du tKic chifin t u ^ ldnh doanh cua dc doanh nghifip ngdnh may Vifit NamVdi phfln tfeh nhu ti'dn cho phfip rut ra khdi nifim:
TCT CLKD cua cdc DN ngdnh may Vifit Nam dupc hidu Ifl "khflu bdn chfit eua TCT DN phan dnh qua trinh ehuyfi'n ddi tg gide vd ed kd hogch tQ tai tu duy trifit ty kinh doanh. tdi lya chpn cfiu tmc thj trudng mgc tifiu, tdi thiet hfi thfing cung Qng gid ti-j mdi eho cdc tht tnJdng mgc tifiu. tdi phdn bd cac Hlnh 2 Chu trinh chiin lopc kinh doanh cd tlnh v$t phim tmyin thing
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Hai la. eau tnJe cdc nflng lye kinh doanh
(NLKD) theo GS.TS. Nguyen Bach Khoa (2011) dupc hieu la td hpp cdc ky ndng, tri thQc dupe tich luy ma khi Hch hpp chQng vdi eae qud trinh kinh doanh eho phep tfln dyng tdi uu eae tdi san (ngudn lgc) cua DN. Hoflc theo tiep cfln khde thi
NLKD cdt Idi vd khdc bifit cho cfle. nhdm SBUs de ddm bao tfnh cdn bflng. thfch nghi, hifiu suat cao vfl Ipi thfi cgnh tranh bfin vQng eua DN trong bdt cdnh mfii tiiidng kinh doanh cd thay ddi vd ddt bifin". TQ khdi nifim trfin, cho phfip nit ra mfit sd ket lufln sau:
'^ Thutafng M a r
S6 52/2012QUAN TR! KINH DOANH
bllhh 3.' Chu trinh chiin lopc kinh doanh theo tii'p cpn gii tq cung Qng khach hing
I i i i j 6 i i lliftufi tod t n
- TCT CLKD ed die'm xuat phflt vfl hat nhdn Id TCT chifin lupc d|nh hudng thj trudng dga trfin cde NLKD dd tdi djnh v| trfin thj trudng mue tifiu cua DN; dieu ndy dupe dga trfin nen tang tai tu duy triet ly kinh doanh theo sQ mgng cua DN da dupe hoach djnh.
- Mdi CLKD deu dUpc thiet Idp eho mfit hoflc mfit nhdm SBUs nghTa la eho mdt phfln dogn chifin fupc tdch bifit hoflc cho mpt nhdm san pham/thj trudng hofic SBU ehu ehdt trong mdt DN kinh doanh da tuyen san pham, da ngdnh, da ITnh vgc. Trong TCT CLKD, ngudi ta thQdng hpp nhdm cdc SBU cd cung mdt md thQc cung Qng gid trj cho mdt till tnidng muc tieu (gpi tat la nhdm SBUs).
- TCT CLKD ludn cd 2 dpng cd chfnh: mdt Id.
mdi tiiidng bfin ngoai ed thay ddi, ddt bien Idn vd hai Id. mdi trudng bfin trong cd ddng Igc vd cdc dieu kifin cho chuyen ddi. V i vfly TCT CLKD Ifl mdt qud trinh tg gide vd ed ke hoach.
- Hifin nay khi ndi tdi TCT DN nhieu chuyfin gia cho rang ehlnh la vific tien hdnh co phan hda DN hoflc Iifin quan den M&A hay hop nhfit DN. Mfit sd nhd nghifin cQu cd dua them mdt sd bie'u hifin cOa TCT DN nhu thu hep quy md san xuat (kem theo sa thai nhfln edng), thu hep nganh nghe kinh doanh. Todn bfi dieu dd la dung nhung can hifi'u rd Id todn bd nhQng diem tren deu xuat phdt tQ va deu thufic ndi hdm CLKD eua DN.
.... /
- Cd sg tgong ddng va khae biet glQa 2 khdi nifim
"TCT CLKD" vd "Phdt trien CLKD", Diem tgong ddng chu yeu glQa 2 khai nifim nay Id 6 chd" deu xem xfit nfii hdm eua cdc yeu td CLKD (qufl trinh eung Qng gia tn ciJa eac SBUs), dfiu xem xfit tlnh cfln bang va thich Qng cua CLKD vdi nhOng thay ddi trong thdi eo vd de dpa tQ mdi trudng. thj trudng, Khdc bifit chQ yeu giOa chQng la d 3 difi'm sau: thQ nhfit, phdt trifi'n CLKD ia cdng vific thudng lfi cua cdc bfi phfln thgc thi CLKD gan vdi viec khai trien, difiu ehinh de dat tdi hieu suat CL vdi cac SBUs da dupe hogeh dmh bat ke nd sinh Idi ra sao. edn TCT CLKD la vific xem xet de phan d[nh ddu Id SBU dang phdt trien vd sinh Idl, dflu la SBU dang suy thodi vd kem sinh Idi, thfim chf thua l a dau Id SBU mdi can dau tu phat ti-ien de "sap xep lai" danh mye dau tu; thQ hai. phat trien CLKD chQ yeu dga vao nhOng ddnh gia thay doi ben ngoai edn TCT CLKD khdng ehi xem xet thay ddi bfin ngoai md cdn xem xet dfing cd. dieu kien ben trong, vl vfly ndi phdt tridn td gan vdi thay ddi. cdn TCT la gan vdl chuyen ddi ed td ChQe, cd chiJ dich; thQ ba, vific phat trien CLKD cd thd dien ra d bat cQ mdt yeu to, mdt bd phfln nao cQa CLKD, cd the Id ddc Iflp vdi nhau hoflc ta mang tinh da chQc nang. nghTa Id mang tinh
"trien khai" id chu yeu, cdn TCT CLKD can dupc xem xet trong tinh hfi thdng, tlnh todn cue, can doi vd phai cd budc dl phu hdp. Oieu dd ed nghTa Ifl, khi
So 52/2012 ThiAftig Mai 43
QUAN TRI KINH DOANH
phdt ti-ifi'n CLKD dupc trifi'n khai trfin difin rfing cQa chudi eung Qng gid trj cho khdeh hdng sfi tgo dp Igc.
ddng co cho TCT CLKD,
Vfi nfii hdm. TCT CLKD cua DN theo tifip cfln chudi cung Qng gid trj bao hdm tdl Iga chpn gid tri;
sdng tgo vd cung Qng gid t n ; truyfin thdng vd thgc hifin gid tri; td chQe vd Idnh dgo CLKD mdi. Theo dd, TCT CLKD Id qud trinh tdi cd'u true cde nfii dung CLKD cfiu thdnh theo mdt trinh tg quy trinh dd tgo Ifip mfit cdn bfing vd thich nghi cho cd'u trQc CLKD mdi vdi nhQng thgy ddi, dfit bifin CL trong mdi trQdng vfl th] trQdng eua DN.
CSn luu y rdng, TCT CLKD chi bao hdm sdp xep vd cfiu trQc igi cdc yfiu t d nfii hdm cua CLKD nhflm lam eho ede SBU trd nen cfln bflng, thieh nghi vd cgnh ti^anh hon trfin cfle doan th| trudng chien lupc. Sg cfln bflng nfii tai trong eflu true CLKD dupc hifi'u trfin 3 yfiu td: sg cfln bflng trong cfiu tnJe tQng qud trinh. tQng nfii dung CL. sg cfln
bfing glOa cd'u tnic ndi dung vdl cdc NLKD; sg cdrt bfing tdng thd cua cfiu true vdi mge tifiu CLKD. Vdi nhOng phfln,tfeh trfin vd tQ dfic difi'm kinh doanh eua ede DN ngdnh may Vifit Nam, tfle gia dd xufit md hlnh quy trinh TCT CLKD eua cdc DN ngdnh may Vifit Nam (xem hlnh 4).
3. Thay cho kel lufin
TCT CLKD Id mfit nfii dung nghifin cQu ed y nghTa quan trpng trfin cd gdc dfi ly lufln qudn trj chlfi'n lupc eOng nhu trong thgc tifih vfin hdnh qudn trj kinh doanh cua ede DN ngdnh mgy Vifit Nam.
Bfli vifit trfin cd sd hfi thfing mfit sd ty lufin vfi TCT CLKD theo tifip cfin cfiu trQc ehud! eung Qng gid bi cho khfleh hflng, cfiu true cde NLKD cdt Idi vd khfle bifit, tQ dd dua ra md hlnh quy trinh TCT CLKD cua cdc DN ngdnh may VN trong bdi ednh hifin nay. NhQng khdo sdt. dflnh gifl vfl kifin ngh|
cg thd se dgpc dfi cfip trong cfle bfli bdo s a u . ^
Hlnh 4 ; Md hinh quy trinh TCT CLKD eua cic DN nginh may Vipt Nam Cd^ihavJiii CL
[imrniiru'-lngkin hdi unh villi) ngi iTct-.-nlritny DN
TCTCL lifiichQn.
Kicdjnhgiitrj
T C T uidliykinhdoanh
T C T C L p h a n d n a n - l U a c h g n - dinhviihilriTdng
T C T C L chiohiinphitrUdn):
TCTCL
joUpvicungifn TCT C L kenh inaikcting vidiirhvu logistics
T C T C L l h Q d n g h i e u s a n p h i i m v a DN
T C T C L truy^mhfingvjih
ifthiC'iii'iJiri
T C T C L U-uycrnhdngvi X T T M
^ T C T C L banhAnpvadichviikhachhanj;
CiTuiruc
CLKD nidi TCT i^chilc.
UnhdaoCLKD
1
T C T C L l o c h r f c v i t i c N L K D cotloi&khdcbiC-l
TCT lanhauo CLKD vavSnhda DN
KHOA HOC _
50 ThiWng Mai'
(Xem Mp trang 57)
