- Cac rao can ddi vdi viee thoat ra khdi nganh cung tuong tu nhu cac rao can gia nhap: Rao can thoat ra han che kha nang rdi khdi thi trudng ciia doanh nghiep va vi the ed
v) San pham thay the
1.3. Cac loai chien luge kinh doanh
v l ca ban cd rIt nhilu loai hinh chiln luge cho cac doanh nghiep. Xuat phat tii sii mang ciia mot doanh nghiep dugc phat triln thanh cac muc tieu boat ddng cu the. Cac muc tieu nay se dugc thue hien bdi cac chiln luge cu the ciia doanh nghiep. Cac doanh nghiep thanh cdng la cac doanh nghiep dugc coi la da xay dung dugc mot chiln luge kinh doanh cho minh dl canh tranh dugc vdi cac ddi thii khac tren thj trudng (Griffin, 2005; Blocher va cac cdng su, 2002). Nhu vay, chiln luge kinh doanh la gi va lam thi nao de doanh nghiep cd the xac dinh cho minh mot chiln luge kinh doanh phu hgp?
Cac cdng ty theo doi chiln luge cap doanh nghiep de dat dugc Igi thi canh tranh cho phep chiing boat ddng tot han cac ddi thii canh tranh nham dat dugc doanh thu cao ban trung binh. Chiing cd thi chgn tu ba chien luge canh tranh ca ban: dan dIu ve chi phi, khac biet hda san phim va tap trung. Cac chiln luge tren la cac chien luge ca ban cua tat ca cac doanh nghiep hoac cac nganh.
Mdi mot trong ba chiln luge kinh doanh ca ban nay la kit qua cac su lira chgn nhlt quan ciia doanh nghiep ve san pham thj trudng va cac kha nang rieng biet - cac su lira chgn dd ciing CO Ian nhau. Bang 1.2 tdm tit cac sir lira chgn thich hgp cho moi chiln luge chung ciia doanh nghiep.
Bang 1.2. Nguon goc Igi the canh tranh va cac chien luac kinh doanh ca ban
Khac biet hoa san pham Phan doan thi trudng Kha nang rieng biet
Dan dau ve chi phi
Thap
(chii yeu bang gia)
Thap
(thj trudng dai tra)
San xuat va
quan ly nguyen lieu
Khac biet hoa san pham
Cao
(Chii yeu bang tinh dgc nhlt)
Cao
(nhieu doan thi trudng)
Nghien ciiu va phat trien.
Ban va marketing
Tap trung
Thap den cao
(gia hoac tinh gia dgc nhlt)
Thap
(1 hoac 1 sd doan thj trudng)
Bat ky loai kha nang rieng biet nao
1.3.1. Chien luge dan dau ve chi phi
Muc dich ciia doanh nghiep trong viee theo dudi sir dan dau ve chi phi hoac chien luge chi
phi thap la boat ddng tdt han cac doi thii canh tranh bing viee lam mgi thii dk cd thi san
xult hang hda hoac dich vu d chi phi thap ban cac ddi thii. Chien luge nay cd hai Igi thi ca ban.
- Thii nhat, vi chi phi thIp ban nen ngudi din dIu vl chi phi cd thi dat gia thIp ban cac ddi thii canh tranh ciia minh ma van thu dugc Igi nhuan bIng eiia cac ddi thii. NIU cac doanh nghiep trong nganh dat cac gia trj tuang tu cho cac san phim ciia minh thi ngudi dan dau ve chi phi cd the thu dugc Igi nhuan cao ban vi chi phi ciia nd thIp ban.
- Thii hai, neu sir canh tranh trong nganh tang va cac doanh nghiep bit dIu canh tranh bang gia thi ngudi dan dau ve chi phi se cd kha nang diing viing trong canh tranh tot ban cac doanh nghiep khac vi chi phi thIp han ciia minh.
1.3.2. Chien luge khac biet hoa
Muc dich cua chien luge khac biet hoa la dk dat dugc Igi thi canh tranh bIng viee tao ra san
phim hang hoa hoac djch vu ma dugc ngudi tieu diing nhan thiic la dgc dao nhat theo nhan xet ciia hg. Kha nang ciia mot doanh nghiep khac biet boa san pham de thoa man nhu cau ciia ngudi tieu dung theo each ma cac ddi thii canh tranh khdng the cd, nghTa la nd cd the dat gia cao ban - gia cao ban dang ke so vdi miic trung binh eiia nganh. Kha nang tang doanh thu bIng each dat gia cao (chii khdng phai bang giam chi phi nhu ngudi dan dau ve chi phi) cho phep ngudi khac biet boa san pham boat ddng tdt han cac ddi thii canh tranh ciia minh va nhan dugc Igi nhuan cao ban miic lugng ciia cac san pham da dugc khac biet hoa tuong ling vdi chenh lech gia dd.
1.3.3. Chien luge tap trung hay trong tam hoa
Chiln luge kinh doanh thuin tuy thii ba, chien luge tap trung khac vdi hai chiln luge kia chii ylu vi nd dinh hudng phue vu nhu cau eiia mot nhdm hiru ban ngudi tieu dung hoac. doan thj trudng. Doanh nghiep theo dudi chien luge trgng tam hda chii trgng vao viee phue vu
mot doan thj trudng cu the, doan do cd thi dugc xac djnh theo tieu thiic dja ly, loai khach hang, hoac mot nhanh ciia ddng san pham.
Mot khi da chgn doan thj trudng doanh nghiep cd thi theo dudi chiln luge tap trung thdng qua hoac khac biet hda san pham hoac chi phi thIp. Vl ban chit, doanh nghiep tap trung la mot nha khac biet hda san pham hoac nha dan dau ve chi phi chuyen mdn hda. Vi quy md nhd ma mot sd doanh nghiep tap trung cd the ddng thdi theo dudi su dan dau ve chi phi va khac biet hda san pham. Neu doanh nghiep tap trung sii dung phuang phap chi phi thap tiic la doanh nghiep dang canh tranh chdng lai ngudi dan dau ve chi phi trong cac doan thi trudng ma d dd khdng cd Igi the chi phi.
Neu ngudi tap trung theo dudi phuang phap khac biet hda san pham thi tat ca cac bien phap khac biet hda san pham dang rgng md ddi vdi doanh nghiep tap trung.
Mot dac diem nu'a la doanh nghiep tap trung canh tranh vdi ngudi khac biet hda san pham chi trong mot hoac mot sd it doan thj trudng. Cac doanh nghiep theo dudi chien luge tap trung chic chin phat trien chat lugng san nham khac biet hda thanh cdng vi hg cd kien thiic chi vl mot tap hgp nhd khach hang hoac kien thiic ve khu vue. Hon nira, viee tap trung vao nhij-ng chudi nhd san phim ddi khi cho phep ngudi tap trung dua ra sir ddi mdi nhanh ban la doanh nghiep khac biet boa Idn. Tuy nhien, ngudi tap trung khdng co gIng phue vu tit ca cac doan thj trudng vi lam nhu thi se dua nd den sir canh tranh true tilp vdi nha di biet hda. Thay vao dd doanh nghiep tap trung chii trgng vao viee thilt lap thj phln trong mot doan thj trudng va nlu thanh cdng thi cd thi bit dIu phue vu nhieu doan thj trudng ban va lam mat di Igi thi canh tranh ciia ngudi khac biet hda.
1.4. Ket luan
Chuang 1 nay cd muc tieu la nham neu rd ca sd ly thuylt trong viee phan tich va hoach djnh chien luge kinh doanh. Ndi dung ciia chuang nay da neu ra nhiing diem ca ban ciia chien luge kinh doanh ciia doanh nghiep: ve mat khai niem, ve cac md hinh phan tich va cac chien luge ndi chung. Dac diem quan trgng ciia chuang nay la da khai quat boa va he thdng hoa cac ndi dung ca ban ciia hoach djnh chien luac. Dd la ca sd ly thuyet quan trgng de phan tich chien luge kinh doanh ciia Cdng ty VEC d chuang 2 sau day.
CHirONG 2
PHAN TICH CHIEN LlTOfC KINH DOANH CUA CONG TY VEC
Trong Chuang nay, tac gia trinh bay hai ndi dung chinh nhu sau: thii nhlt la phan tich thue trang chien luge kinh doanh ciia Cdng ty VEC. Viee phan tich se sii dung cac cdng cu ly thuyet dugc neu d chuang 1. Thu hai la can cii vao kit qua phan tich thue trang neu tren dl de xuat cac chien luge ciia VEC.
2.1. Thue trang ciia chien luge kinh doanh cua Cong ty VEC 2.1.1. Chuc nang, nhiem vu cua Cong ty VEC
Cdng ty Dau tu Phat trien Dudng cao tdc Viet Nam (VEC) dugc thanh lap vao ngay 6/10/2004 theo Quylt dinh so 3033/ QD- BGTVT ciia Bd Giao thdng van tai. VEC la mot cdng ty thugc sd hiiu nha nude true thugc su quan ly ciia Bd Giao thdng van tai.
VEC cd van phdng tru sd tai Ha Ndi va mot chi nhanh d Thanh phd Hd Chi Minh. Try sd d Ha ndi tai dudng LTnh Nam, Quan Hoang Mai, Ha Ndi.
Dilu le cua VEC dugc quy djnh trong Quylt djnh 3446/QD-BGTVT ngay 12/11/2004 ciia Bd Giao thdng van tai. Dilu 4 ciia Dieu le neu cac nhiem vu ciia VEC nhu sau:
• DIU tu xay dung, quan ly, bao dudng dudng cao toe va td chiic thu phi tren cac dudng cao tdc qude gia.
• DIU tu xay dung ca sd ha tang giao thdng van tai khac theo cac phuang thiic khac nhau.
• Khai thac va kinh doanh bang each cung d p cac djch vu dgc theo dudng cao tdc, nhu: Nha nghi, nha hang, tram bam xang, quang cao va vat lieu xay dung.
• Tu vIn ky thuat giao thdng van tai: Nghien ciiu phat triln mang ludi dudng cao tde, lap cac nghien ciiu tien kha thi va kha thi, thilt kl va giam sat cdng trinh xay dung ca sd ha tang giao thdng van tai.
• Nghien ciiu phat trien cac loai hinh djch vu d cac khu vue gin vdi dudng cao toe. Chirc nang nhiem vu ciia VEC tuang ddi rgng, trai tu cac boat ddng nghien ciiu phat triln tiln kha thi va kha thi, thiet ke, giam sat, dau tu, xay dung dudng cao toe, din dau tu khai thac cac djch vu tren dudng cao tdc (thu phi, bao dudng v.v...) va quanh dudng cao tdc (dich vu bam xang, nha nghi, nha hang, quang cao v.v...). Ngoai cac djch vu cua dudng cao tdc, VEC cd chuc nang dau tu xay dung cac loai hinh ca sd ha tang giao thdng khac. Cd the thay ro la VEC tuy la mot cdng ty non tre nhung cd Igi the rat Idn la dugc Nha nude true tiep giao cho nhiem vu dau tu, quan ly, khai thac dudng cao tdc - mot loai hinh giao thdng cd tiem nang rat Idn d Viet Nam.