- vao ket qua thu dugc
c. Cdc nguyin tac ca bdn khi hoach dinh chiin luac;
2.5. Mo hinh phan tich va xay dung chien luge BCG
Md hinh phan tich BCG hay con gpi la Ma tran nhdm tu vin BOSTON CONSULTING GROUP (BCG) do nhdm BOSTON xay dung d diu thap nien 70 (thi ky XX). Y tudng xay dung ma tran dua tren ca sd ly thuyet lira ehpn danh muc vdn dau tu vdi ddi tugng la tap hgp tdi uu cac chung khdan xem xet tren phuong dien ket qua dat dugc va dp mao hiem cd the. Vdi ma tran BCG doanh nghiep dugc quan niem la tdng the cac kha nang bd vdn dau tu vdi trien vgng ve ket qua, cac co hdi cung nhu riii ro. Mdi ITnh vuc kinh doanh chien luge la mot tap hgp eiia nhirng hanh ddng mang tinh ddc lap cua ITnh vuc hoat ddng kinh doanh gan vdi cac co hdi va de dga nhat djnh trong dieu kien canh tranh
dac thu va thiic day ciing nhu cho phep cac chien luge ddc lap. Nhu the moi ITnh vuc kinh doanh chien luge la mot don vj kinh doanh chien luge.
Cac bd phan tu quan (hay cac trung tam Igi nhuan) ciia mot td chiic hinh thanh cai gpi la danh muc dau tu vdn kinh doanh. Khi cac bd phan ciia td chiic canh tranh trong nhirng nganh khac nhau thi mot chien luge rieng biet thudng phai dugc phat trien cho moi hoat dong kinh doanh. Ma tran nhom tham khao y kien BCG va ma tran cac yeu td ben trong, ben ngoai thudng (IE) dugc thiet lap dac biet de khuyen khich cac cdng ty cd nhieu bd phan hinh thanh cac chien luac. Ma tran BCG md ta sinh ddng bang hinh ve su khac nhau giir cac bd phan ve mat vj tri thj phan va muc tang trudng ciia nganh. Ma tran BCG cho phep mot td chiic cd nhieu bd phan quan trj "danh muc vdn dau tu trong kinh doanh" ciia no bang each nghien ciiu thj phan va miic tang trudng ciia nganh ciia mdi bd phan so vdi tat ca cac bp phan khac trong td chiic. Miic thj phan tuong ddi la ty sd giira thj phan ciia mot bd phan trong mot nganh rieng biet nao dd. Hinh trdn thj phan la mot vi du ciia ma tran BCG, mot vdng trdn dai dien cho mot bd phan rieng biet. Dp Idn ciia mdi vong tuong duong vdi thu nhap ciia don vj kinh doanh dd, va goc trdn cho thay phan Igi nhuan ciia don vj do.
Cao + 20 Y Cao LO Trung binh 0,5 Thap 0,0 ung binh 10 Thap -20 (II)- stars (111)- Cash cows (I) Question marks (IV)- Dogs X
Bdng 2.4: Md hinh phan tich BCG
Miic thj phan tuong ddi la ty sd giu'a thj phan ciia mot bd phan trong mot nganh rieng biet nao dd. Miie thj phan tuong ddi nam tren true X ciia ma tran BCG. Diem giira ciia true X dugc dat tai vj tri 0,5 tugng trung cho bd phan chiem phan nua thj phan cua cong ty dang dan dau nganh. True Y bieu thi ty le tang trudng ve doanh thu ban hang trong nganh, dugc do bang ty le phan tram. Ty le phan tram tang trudng tren true Y dugc chia tir -20% den + 20% vdi 0,0 la diem giua. Miic phan chia tren true X va true Y la nhiJng muc phan chia thudng dugc cac edng ty sii dung de phan tich. Ngoai ra, nhirng gia tri khac cung dugc sir dung thich hgp vdi nhirng hoat ddng dac thu khac.
Cac bd phan nam d gdc phan tu thii nhat (I) ciia ma tran BCG dugc ggi la Question Marks (nhirng dau cham hdi), nam d gdc phan tu thu (II) la Stars (nhimg ngdi sao), nam
d goc phin tu thu (III) la Cash cows (nhirng con bd sua de ra ti^n), va cudi ciing nhirng bp phan nam d gdc phdn tu thu (IV) gpi la Dogs (nhirng con chd). Trong dd: