- vao ket qua thu dugc
c. Cdc nguyin tac ca bdn khi hoach dinh chiin luac;
2.4. Mo hinh phan tich va xay dung chien luge SWOT
Mo hinh phan tich SWOT cd ngudn gdc la ket qua ciia mot cudc khao sat tren 500 cdng ty cd doanh thu cao nhat do tap chi Fortune binh chon va dugc tien hanh tai vien nghien ciiu Standford trong thap nien 60-70, nham muc dich tim ra nguyen nhan vi sao nhieu
cong ty thit bai trong viec thuc hien ki hoach. Md hinh phan tich SWOT con dugc gpi la phuong phap lap ma tran SWOT.
SWOT la tap hgp viit tit ciia nhiJng chu cai dau tien ciia cac tu tieng anh: Strengths (diim manh). Weaknesses (diem yeu), Opportunities (co hdi), va Threats (nguy ca). Day la cong cu cue ky huu ich giiip chiing ta tim hieu van de hoac ra quyet djnh trong viec to chiic, quan ly cung nhu trong kinh doanh.
Noi each khac, SWOT la khung ly thuyet ma dua vao dd chiing ta cd the xet duyet lai cac chien luge xac djnh vj the cung nhu hudng di ciia mot td chiic, mot cdng ty, phan tich cac de xuat kinh doanh hay bat cii y tudng nao lien quan den quyen Igi ciia doanh nghiep. Viec van dung SWOT trong xay dung ke hoach kinh doanh, hoach djnh chien luge, danh gia doi thii canh tranh, khao sat thj trudng, phat trien san pham va ca trong cac bao cao nghien ciiu ngay cang dugc nhieu cac doanh nghiep lira chgn.
De tien hanh phan tich SWOT, ban hay lap ra bdn danh muc, moi danh muc la mot yeu td SWOT, sau dd bat dau dien vao danh muc: cac diem manh (Strengths)- danh gia xem cong ty minh lam tdt nhung cong viec nao? Dieu gi khien ban ndi bat so vdi cac ddi thii canh tranh? Ban cd Igi the gi so vdi cac doanh nghiep khac?...; Cac diem yeu (Weaknesses)- liet ke ra nhung ITnh vuc ma ban gap khd khan va phai nd lire thuc hien. Khach hang nan ve nhung dieu gi? NhCrng yeu cau nao ma bo may nhan su ciia cdng ty ban tu ban lanh dao den dpi ngu can bd, nhan vien, cdng tac vien ciia cdng ty ban chua dap ling dugc?...; Cac co hdi (Opportunities)-hay cd gang tim ra nhung ITnh vuc ma cac diem manh ciia cdng ty ban chua dugc phat huy triet de. Cac xu hudng thj trudng cd hgp vdi nhung diem manh cua cdng ty ban khdng? Cd ITnh vuc san pham hay djch vu nao ma ban cd the thuc hien tdt nhung hien van chua hoan thanh khdng?...; nhijng mdi de dpa (threats)- hay xem nhij*ng van de ca ben trong va ben ngoai cdng ty cd the gay thiet hai cho ket qua hoat ddng kinh doanh eiia ban. Cac van de ndi bd ciia cdng ty bao gdm tinh
trang tai chinh, su phat triin va nhiing khd khan? Cac vin di ben ngoai bao gdm d6i thii ciia cdng ty cd manh len khdng? Xu hudng thj trudng cd lam nghiem trong them diim yiu ciia cdng ty ban hay khdng? Ban cd thay mdi de dpa nao ddi vdi sir thanh cdng ciia cong ty minh khong?
Bk lap md hinh phan tich (lap bang ma tran) SWOT phai trai qua cac budc co ban dd la:
liet ke cac co hdi ben ngoai cdng ty; liet ke cac mdi de dpa quan trpng ben ngoai cdng ty; liet ke cac diem manh chii yeu trong cdng ty; liet ke cac diem yeu chii yeu ben trong cdng ty; ket hgp diem manh ben trong vdi co hdi ben ngoai va ghi ket qua chien luge SO; ket hgp cac diem manh ben trong vdi mdi nguy co ben ngoai va ghi ket qua ciia chien luge ST; ket hgp cac diem yeu ben trong vdi nhung co hdi ben ngoai va ghi ket qua ciia chien luge WO; ket hgp cac diem yeu ben trong vdi nguy co ben ngoai va ghi ket qua chien luge WT. Muc dich ciia moi cdng cu ket hgp tren la de ra cac chien luge kha thi cd the lira chon, chii khdng phai la chon lira hay quyet djnh chien luge nao tdt nhat. Do dd tat ca cac chien luge phat trien trong ma tran SWOT deu se dugc lua chon de thuc hien.
Mo hinh (ma tran) SWOT nhu sau:
Ma tran SWOT
Diem manh (S):
Liet ke nhiing diem manh. nhung diem ndi bat ciia cong ty trong ITnh vuc hoat dong Cling nhu so vdi cac ddi thii canh tranh.
1, 2, 2,
Diem yeu (W):
Liet ke nhiing diem yeu ciia
Co hoi (0):
Liet ke nhung co hdi quan trgng cd the cd tac ddng Idn ddi vdi sir phat trien ciia cdng ty.
1
2,
Chien luge phdi hgp la SO:
NghTa la phai sii dung triet de nhirng diem manh ciia cdng ty de khai thac va tan dung cac ca hdi kinh doanh
Chien lugng phdi hgp la WO:
Nguy CO (T):
Liet ke nhung nguy ca hien hu'u va tiem tang ddi vdi su tdn tai va phat trien ciia cdng ty.
1, 2, 2,
Chien luge phdi hgp la ST:
NghTa la phai khai thac va su dung cac diem manh, Igi the ciia cdng ty de han che tdi da nhirng nguy ca hien hu'u hay tiem tang.
Chien luge phdi hgp la WT:
dong va so sanh vdi cac ddi thii canh tranh.
1, 2... 2...
nhirng diem yeu tren co sd khai thac van dung cac co hdi din vdi cong ty.
cac diem yeu va khdi cac mdi de doa
Bdng 2.3: Ma tran md hinh phan tich SWOT
Ching han khi mot td chiic cd ca ngudn nhan lire va ngudn vdn can thiet de phan phdi nhung san pham ciia chinh nd (diem manh ben trong) cdng vdi thj trudng nude ngoai chua bao hoa (co hdi ben ngoai) thi chien luge SO phii hgp la chien luge phat trien va md rpng thj trudng ra nude ngoai; hoac la tinh trang thieu chuyen mdn ky thuat (diem yiu ben trong) cung vdi nhu cau cao ve djch vu may tinh gia tang (co hdi ben ngoai) thi chien luge WO la chien luge mua lai cdng ty dien toan ky thuat cao; hoac manh ve tai chinh, thuong hieu va mang ludi phan phdi (diem manh ben trong) ciing vdi cac quy dinh ciia chinh phii md cua thu hiit dau tu nude ngoai trong cung ITnh vuc (de dpa ben ngoai) thi chien luge ST phii hgp la tang cudng quang ba thuong hieu va md rdng mang ludi phan phdi nham gia tang kha nang canh tranh trude ddi thu ben ngoai. Dieu quan trpng can phai chii y xem xet la nen su dung cac chien luge dac trung hay chien luge tdng hgp khi phat trien mot ma tran SWOT.