ro vai trd timg bd phan chuc nang trong viec nang cao chat lugng san pham, hieu qua SXKD, cai
tien djch vu va thoa man khach hang.
Chuoi gia tri dugc Cdng ty tao ra dugc do bang khdi lugng ma ngudi mua san sang tra
cho san pham djch vu se cd lai nlu gia trj tao ra Idn hon chi phi de tao ra cac chi phi dd. Viec tao
ra gia trj thap bao gid ciing la muc tieu ciia Doanh nghiep.
Ngoai ra viec tao ra san pham khac biet vdi cac san pham ciia ddi thu canh tranh nham
tao ra muc gia ban cao tren thj trudng, dilu nay Cdng ty phai theo dudi chien luge chi phi thap
hoac chien luge san pham khac biet.
Ludn vdn C 'ao hoc Quan Iri kinh doanli Qudc le
Tdm luge chudi gia tri dugc the hien tai so dd sau: Cac hoat ddng ho tro
Co sd ha tang (cau true va lanh dao) Ngudn nhan lire
Nghien cuu va phat trien Quan ly vat tu nghiep vu
san xuat, tiep thi ban hang va djch Cac boat ddng chinh
san xuat, tiep thi, ban hang va djch vu
De dat dugc muc tieu lgi nhuan va lgi the cua Cdng ty dn djnh chung ta cd thi chgn tir ba chiln
luge canh tranh co ban: din dau ve chi phi, khac biet boa san pham va tap trung. Tdm tat cac su
lira chgn thich hgp cho chien luge djch vu Datapost dugc thi hien tai bang sau:
Khac biet hoa san
pham
Phan doan
thj trudng
Kha nang
khac 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 boa san pham
Cao (chii yeu bang tinh
ddc nhat)
Cao (nhieu doan thj
trudng)
Nghien cuu va phat trien
(ban va marketing)
Tap trung
Thap den cao (gia
hoac tinh ddc nhat)
Thap (mot hoac mot
sd doan thj trudng)
Bat ky loai kha nang
rieng biet
V Chien lirac dan ddu ve chi phi
Tuy nhien san pham dich vu dang ddc quyen (khac biet hoa san pham) song muc dich cua Cdng
ty trong viec theo dudi sir dan dau ve chi phi hoac chien luge chi phi thap la boat ddng tdt hon de
tao ra lgi the va phat trien ben viing. Chien luge nay cd hai Igi the co ban:
+Vi chi phi thap ban nen ngudi dan dau vl chi phi cd the dat gia thap hon ddi thu canh tranh.
+ N I U cd su canh tranh trong nganh tang cac Cdng ty bat dau canh tranh bang gia thi ngudi dan dau chi phi cd kha nang dung viing trong canh tranh hon tat ca cac ddi thii khac
Cac giai phap chien luge:
+Ngudi dan dau chi phi lira chgn mire khac biet boa san pham thap, viec lam khac biet hoa san
pham thudng tdn kem
+Ngudi din dau ve chi phi cung thudng bd qua cac doan thj trudng khac nhau, thudng quan tam
din thj trudng d pham vi rgng Idn. Do vay thudng dat gia thap ban cac ddi thu canh tranh dl hip
dan khach hang.
+Dan dau ve chi phi lam cho tat ca cac sir lira chgn chiln luge khac biet hoa san phlm/ thj
trudng/ kha nang rieng biet ciia Cdng ty hudng tdi muc tieu duy nhlt la tdi thilu hoa chi phi dl
tao cho Cdng ty cd Igi the canh tranh. Cac bien phap cho phep Cdng ty dat dugc lgi thi nay, nd
phai bat ngudn tir quy md san xuat Idn, ddc quyen ve cdng nghe, uu dai vl nguyen lieu, cau
thanh san pham dich vu ...
Lgi the va bat lgi
Lgi the cua chien luge kinh doanh dich vu Datapost dugc md ta theo md hinh 5 luc lugng ciia
Porter bao gdm: (1) mdi de doa tir cac ddi thu canh tranh, (2) nhirng ngudi mua cd sire manh, (3)
cac san pham thay the, (4) nhiing ngudi gia nhap mdi, (5) dan dau chi phi. C5 day do tinh dac thii
trong ddc quyen cung cap djch vu Datapost nen Igi the canh tranh la co ban.
V Chien Iwac khdc Met hod sdn phdm
- Muc dich cua chien luge khac biet hoa san pham la de dat dugc lgi the canh tranh bang viec tao
ra san phlm-hang hoa djch vu ma dugc ngudi tieu dung nhan thirc la ddc dao nhat theo nhan xet
cua hg. Khac biet hoa san pham de thoa man nhu cau ciia ngudi tieu dimg theo each ma cac ddi
thu canh tranh khdng thi cd, nd cd thi dat gia cao hon dang ke so vdi mire gia trung binh cua
nganh, kha nang tang doanh thu bang each dat gia cao (chir khdng phai bang each giam chi phi
nhu ngudi din dlu vl chi phi), dilu nay cho phep khac biet boa san pham boat ddng tdt hon cac
ddi thii va nhan duoc lai nhuan cao cua cac san pham djch vu dugc khac biet hoa.
Ludn vdn ('ao hoc Quan Iri kinh (hnuih Qin'ic le
- Cac giai phap chien luge:
Cdng ty khac biet hoa san pham chgn muc khac biet san pham cao dl dat dugc lgi thi canh tranh
bao gdm: chat lugng ddi mdi va tinh thich nghi vdi khach hang. Viec ddi mdi rdt quan trgng ddi
vdi cac san pham cdng nghe phirc tap ciia djch vu Datapost la su lai ghep giira vien thdng -tin
hgc-dich vu buu chinh. Dat dugc su hap dan ciia san pham ddi vdi mong dgi vl mat tam ly ciia
khach hang. Sir khac biet boa san pham la co sd cho ddi mdi va kha nang cdng nghe phu thudc
vao chuc nang nghien cuu va phat trien
- Lgi the va bat Igi
Sir khac biet hoa san pham lam hai Idng khach hang va hg trung thanh vdi nhan hieu san pham
dich vu cua Cdng ty, sir khac biet dd tao ra hang rao ngan can sir gia nhap ddi vdi cac Cdng ty
dang tim each gia nhap nganh.
Viec khac biet hoa san pham khdng cho phep Cdng ty xem nhe van de quan ly chi phi, vi vay
can phai giam chi phi d nhiing phan khdng anh hudng tdi phan khac biet hoa san pham. Viec
khac biet hoa san pham chi cd the dat dugc d chi phi cao do phai dau tu cdng nghe va cac thiet bi
dac chiing ddng thdi chju chi phi marketing cao nen san pham djch vu phai dap img dugc quy
trinh san xuat hang loat Idn va dat dugc tieu chuan boa.
3.6.2 Van dung ma tran SWOT vao xay dtrng chien liecrc kinh doanh dich vu Datapost:
Sau khi nghien cuu, danh gia cac ylu td mdi trudng kinh doanh Idng nhung thu thap va phan tich
thdng tin nhiing biln ddi cua mdi trudng kinh doanh de nam dugc nhirng yeu td cua mdi trudng
va muc do phan ung cua doanh nghiep trudc nhiing biln ddng ciia mdi trudng de danh gia ylu td
mdi trudng kinh doanh. Ddng thdi phan tich cac ylu td ndi bd doanh nghiep, lira chgn nhung yeu
td vl thuc trang lien quan din hoach djnh va thuc hien chien luge de lam co sd danh gia cac yeu
td ndi bd dl tim rd cac mat manh, mat ylu ciia cac bd phan trong doanh nghiep, tir dd ta sir dung
ma tran SWOT dl hinh thanh chiln luge dich vu Datapost ciia cdng ty VPS.
Bieu: Ma tran SWOT Ma tran SWOT Diem manh (S) 1. 2. 3. 4. 5. Diem 1. 2. 3. 4. Gia ca dich vu kha tdt Cd he thdng mang ludi va thuong hieu nganh dn djnh va uy tin Xiic tien thuong mai tdt
Ban lanh dao nang ddng Co sd vat chat ky thuat tdt. yeu (W)
Chat lugng san pham d muc trung binh kha Trinh do can bd cdng nhan vien chua cao Kha nang thu thap va xir ly thdng tin chua cao
Chua cd ddi ngii nghien cuu phat trien trinh do cao.
Co hdi (0)
1. Xu the hdi nhap qudc te & khu vuc 2. Nhu cau khach hang
ngay cang tang
3. Quy trinh chuyin giao cdng nghe dien ra manh me tren thi gidi
4. Thu nhap dan cu tang.
5. He thdng trung gian da dang
6. Chinh sach md cira khuyen khich dau tu Phdi hgp (SO) - SOI - S02 - S03 Phdi hgp (WO) - WOl - W02 - W03 Nguy 1. 2. 3. 4. ca(T) Bien ddng ve kinh te va chinh trj
Sire ep canh tranh do hgi nhap
Yeu cau ciia khach hang ngay cang cao ddi vdi djch vu Su xuat hien ciia cac ddi thu canh tranh tiem an. Phdi hgp (ST) - - STl ST2 ST3 Phdi hgp (WT) - - - WTl WT2 WT3 WT4
Phdi hap SO:
Ludn vdn Cao hoc Ouan Iri kmh doanh Ouoc le