- Nhirng mat yeu cua doanh nghiep the bie nd nhirng thieu sot hoac nhugc diem va
Yeu to ben trong o
1.3.1.2 Chien luac de dat duac hieu qud sdn xuat kinh doanh
Bang 1: Vai trd cua cac bd phan chirc nang trong chien luac nang cao hieu qua san xuat kinh doanh ciia cdng ty
Bd phan chuc nang Nen tang - Phong each lanh dao
San xuat
Marketing
Quan ly nguyen vat lieu
Nghien ciiu & Phat
Vai tro chien luge
Dua ra cam ket san xuat kinh doanh hieu qua vdi toan the cong ty
Hd trg sir hgp tac giiia cac bd phan
Theo dudi tinh kinh te ciia quy md va dao tao tren cdng viec de tiet kiem chi phi (neu phu hgp)
Thuc hien he thong san xuat linh hoat
Lira chgn hinh thiic marketing tren dien rgng de giam dan chi phi san xuat (neu phu hgp)
Xay dung long trung thanh vdi nhan hieu de han che viec khach hang chuyen sang mua sam san pham, dich vu ciia ddi thii
- Triln khai he thdng "Just-in-time"
- Thilt ke san pham cd tinh thuc te, cd the san xuat dugc
1
trien Nhan su
Tim kiem cac sang kien ddi mdi quy trinh
Chinh thiic boa cac chuang trinh dao tao ky nang Thuc hien cac nhdm tu quan ly
Thuc hien chi tra theo ket qua cdng viec
1,3,1.3 Chien luac de dat duac sdn pham, dich vu cd chdt luang
Bang 2: Vai trd ciia cac bo phan chuc nang trong chien luac nang cao chat lugng san pham, djch vu ciia cdng ty
Bd phan chuc nang Nen tang - Phong each lanh dao
San xuat
Marketing
Quan ly nguyen vat lieu
Nghien cuu & Phat trien
Nhan su
Vai trd chien luac
The hien phong each lanh dao va cam ket vdi chat lugng Tim phuang thiic do ludng chat lugng
Dat muc tieu va tao ddng lire Tilp thu y kien ciia nhan vien
- Thiic dly su hgp tac giiia cac bd phan chiic nang Riit ngan cac chu trinh san xuat
Tim ra nguyen nhan ciia cac san pham bj Idi Tap trung vao khach hang
- Dap ling cac phan hdi tu phia khach hang bang chat lugng - Thiet lap quan he vdi cac nha cung cap
- Ho trg nha cung cap thuc hien chuang trinh quan ly chat lugng toan dien (TQM)
- Thilt kl san pham de san xuat
- Chinh thiic hoa chuang trinh dao tao TQM
- To chiic nhan vien thanh cac nhdm lam viec hudng tdi chat
lugng
1.1,3.4 Chien luac de lien tuc sang kieny ddi m&i
Bang 3: Vai trd ciia cac bd phan chuc nang trong chien luge sang kiln, ddi moi ciia cdngty
Bd phan chuc nang Nen tang - Phong each lanh dao
San xuat
Marketing
Quan ly nguyen vat lieu
Nghien ciru & Phat trien
Nhan su
Vai trd chien luo'c
Quan ly tong the chuang trinh/ du an Hd trg su hgp tac giiia cac bd phan
Phdi hgp vdi bg phan Nghien ciiu & Phat trien de thiet ke san pham cd the de dang san xuat
Lam viec cung bd phan Nghien ciiu & Phat trien de thiic day viec doi mdi quy trinh
Cung cap thdng tin ve thi trudng cho bg phan Nghien ciiu & Phat trien
Lam viec ciing vdi bg phan Nghien ciiu & Phat trien de phat trien san pham mdi
Khdng cd nhiem vu
Phat trien san pham va quy trinh mdi
Hgp tac vdi cac bg phan chiic nang khac, dac biet la bg phan marketing va san xuat de ddi mdi quy trinh
- Tuyen dung cac ky su, chuyen gia tai nang
1.1.3,5 Chien luac de dap ung tdt nhdtyeu cau cua khdch hdng
Bang 4: Vai trd eiia cac bd phan chuc nang trong chien luoc nang cao kha nang dap ling nhu cau khach hang ciia cdng ty
Bd phan chuc nang Nen tang - Phong each lanh dao
San xuat
Marketing
Quan ly nguyen vat lieu
Nghien cuu & Phat trien
Nhan su
Vai trd chien luge
- Guang mau trong viec xay dung cam kit vdi khach hang
- Dat dugc sir ca biet hoa dap ling nhu cau ciia khach hang nhd kha nang san xuat linh hoat
Phan hdi nhanh nhd quy trinh san xuat linh boat Hieu khach hang
Truyen dat cac phan hdi cua khach hang tdi diing bg phan chiic nang
Phat trien he thdng logistics dam bao kha nang dap ung nhanh cac nhu cau khong ludng trudc ciia khach hang (JIT) Quan tam den khach hang trong qua trinh phat trien san pham
Thiet ke cac chuang trinh dao tao de nhan vien nghT ve khach hang nhu chinh hg
1.3.2 Chien luac kinh doanh
1.3.2.1 Chien luac kinh doanh Id gi?
Chiln luge kinh doanh la ke hoach su dung cac ngudn lire va nang lire khac biet cua cong ty dl dat dugc lgi thi canh tranh so vdi cac doi thu tren thj trudng hoac trong nganh. De dua ra mdt chiln luge kinh doanh diing dan, nha quan ly phai tien hanh ba quyet dinh sau: • i) Nhu cau ciia khach hang, hoac se thoa man cai gi;
• ii) Cac nhdm khach hang, hoac ai se duge thoa man;
iii) Cac kha nang rieng biet, hoac nhu cau cua khach hang se dugc thoa man nhu tbi nao.
Ba quyet dinh nay la trung tam ciia su lira chgn chiln luge cip cdng ty, vi chiing se xac dinh each thiic ma cdng ty canh tranh trong nganh.
Nhu cau khdch hdng vd su khdc biet hod sdn phdm
Nhu cau cua khach hang la nhiing mong mu6n, mong dgi cd thi thoa man thong qua cac dac tinh ciia san pham hoac dich vu. Viec khac biet hoa san pham la qua trinh tao ra lgi thi canh tranh bang viec thiet ke san pham - hang boa va dich vu - de thoa man nhu cau cua khach hang. Tat ca cac cdng ty phai khac biet hoa san phim cua minh d mdt miic do nhit dinh de thu hiit khach hang va thoa man mdt nhu clu tdi thilu nao dd ciia hg. Tuy nhien, mot cong ty khac biet hoa san pham ciia minh d mot miic do cao ban nhilu so vdi cac cdng ty khac va sir khac nhau nay cd the tao ra lgi the canh tranh.
Mot sd cdng ty chao ban san pham gia thap va it khac biet. Mot so khac tim each tao cho san pham ciia minh mdt cai gi dd duy nhat de thoa man nhu cau ciia khach hang theo each ma cac san pham khac khdng the. Tinh dgc nhat nay cd the gan vdi dac tinh vat ly cua san pham, nhu chat lugng, do tin cay, hoac siic hap dan tu san pham doi vdi cac nhu cau tam ly ciia khach hang, vi du nhu su hanh dien hay ndi tieng.
Nhdm khdch hang vd phan doan thi trudng
Phan doan thi trudng la each ma cdng ty lira chgn nhdm khach hang dua tren nhiing sir khac nhau quan trgng ve nhu cau hoac sd thich cua hg de dat dugc lgi the canh tranh. Ndi chung, mdt cdng ty cd the thuc hien ba chien luge khac nhau ve phan doan thj trudng. • Thii nhat, khdng nhin nhan cac nhom khach hang khac nhau c6 nhu cau khac nhau,
thay vao do, lira chgn each phuc vu khach hang d lap trung binh. Dieu do c6 nghTa la, thi trudng cd miic do ddng nhit kha cao va cdng ty ap dung chinh sach khong phan biet ddi vdi toan bd thi trudng nay.
• Thii hai, phan chia thi trudng thanh nhieu doan thi trudng khac nhau va phat triln san pham dap ling nhu cau ciia tiing doan thi trudng nay.
• Thii ba, nhin nhan thi trudng dugc phan doan va chi tap trung vao phuc vu mdt doan thi trudng, edn ggi la "khe hd thi trudng" hay thi trudng ngach.
Tai sao doanh nghiep mudn lira chgn phan thi trudng va san xuat ra san phim tuang thich vdi timg phan doan thi trudng han la san xuat duy nhat mdt san phim phuc vu loan bd thj trudng? Cau tra Idi la quyet dinh san xuat nhieu san pham cho nhilu thi trudng ngach se cho phep cdng ty thoa man nhu cau khach hang tot ban. Do do, c4u ciia khach hang vl cac san pham se tang va tao ra nhieu doanh thu cho han la trudng hgp cdng ty chi san xult mot san pham cho ca thi trudng.
Nang luc khdc biet hod
Van de thii 3 trong chien luge kinh doanh la quyet dinh theo duoi cac nang lire rieng biet nao do de thoa man nhu cau cua khach hang va cac nhdm khach hang. Nhu da trinh bay d tren, cd 4 each khac nhau de duy tri dugc lgi the canh tranh, dd la hieu qua, chat lugng, doi mdi va kha nang dap ling khach bang. Do do, doanh nghiep phai td chiic va phdi hgp cac nang luc rieng biet mot each tdi uu de dat dugc lgi the canh tranh mong muon.
1,3.2,2 Lira chon chien luac kinh doanh
Cac cdng ty theo dudi chien luge kinh doanh nham chiem dugc lgi the canh tranh cho phep hg vugt qua ddi thii va dat dugc lgi nhuan tren miic trung binh. Doanh nghiep c6 the lira chgn ba hudng canh tranh, do la: chi phi dan dau, khac biet hoa, hay tap trung.
Hinh 9: Md hinh cac chien luac kinh doanh
Chdo bdn SP chi cho mot nhdm khdch hdng
Chdo bdn SP chi phi thap cho khdch hdng
Chdo bdn SP doc dao cho khdch hdng
phi thap tap
trung
Chien luac khac biet hoa
tap trung Chdo bdn SP cho nhieu loai khdch hdng 'Chien l i m ^ n i phi thap 9 Chien luac khac biet hoa
m
Chien luac chi phi dan dau
Theo chien luge nay, doanh nghiep vugt qua doi thii nhd san xuat san pham hay dich vu d miic chi phi thap ban ddi thu bang mgi each. Hai lgi the ciia chien luge nay la:
• Thii nhat, vdi chi phi san xuat thap, doanh nghiep c6 the dinh gia ban thap ban ddi thii ma van duy tri dugc miic lgi nhuan tuong tu.
• Thii hai, neu sd lugng ddi thii canh tranh tang va cac cdng ty bat dau cugc chien ve gia, doanh nghiep van cd the vugt trdi trong cugc dua mdi vi chi phi san xuat thap.
Trong ca hai trudng hgp tren, doanh nghiep van dat dugc lgi nhuan tren miic trung binh cua nganh. Vay lam thi nao de mdt cdng ty trd thanh ngudi dan dau ve chi phi?
• Lira chgn chiln luge: Nha dan dau ve chi phi lira chgn khac biet hoa d miic thap, vi chi phi cho viec khac biet boa rat tdn kem. Viec huy ddng nhieu nguon lire de phat trien san pham khdng phai la muc tieu ciia chien luge dan dau ve phi. Mat khac, chien luge nay cGng khdng cho phep cdng ty theo dudi nhieu phan doan thi trudng ma ngugc lai dinh vi san pham ciia minh cho nhiing khach hang d Idp trung binh vi chi phi cho viec phat triln san phim d l dap ung nhilu phan doan thi trudng vdi nhung nhu c4u khac nhau se rdt cao. Nang luc rieng biet dugc phat huy bdi nhung cdng ty theo dudi chien luge nay la tang cudng hieu qua kinh doanh bang each giam chi phi thap han doi thii.
Trong do, san xuat va quan ly dau vao hieu qua la hai trgng tam ciia chiln luge nay. Cac chiic nang khac cua cdng ty se bam sat va bo trg hai trgng tam tren.
• l/u diem ciia chien luge nay la cd lgi thi vl mat chi phi ban so vdi cac d6i thii hien tai, it bi anh hudng khi cac nha cung d p tang gia dau vao, it bi tac ddng nlu ngudi mua gay siic ep ddi giam gia ban, cd siic manh ddi vdi cac nha cung d p khi mua dIu vao vdi sd lugng Idn do thi phan Idn, khong e de trudc sir canh tranh ciia cac san phim thay the vi cd the san sang canh tranh ve gia bat ky khi nao, cuoi ciing lgi thi ve chi phi thap khien cho rao can gia nhap thi trudng cao, cac doi thu tiem nang khd long gia nhap thj trudng vdi miic chi phi thap nhu vay.
• Han che ciia chien luge nay la doi thu canh tranh c6 the tim each san xuat vdi chi phi thap va danh bai "nha dan dau ve phi" ngay tren "san chai" cua minh vi cac doi thii nay CO the ling dung nhiing thay ddi ve mat ky thuat hoac hg c6 the nhai lai phuang phap san xuat vdi chi phi thap ciia "nha dan dau ve phi" mdt each de dang. Mot ban che khac niia la trong khi theo dudi chien luge chi phi thap, doanh nghiep da thay ddi "khau vi" cua khach hang bang each sii dung nhirng dau vao thay the vdi chi phi thap han, ket qua la khach hang da phan ung lai va tay chay hang ciia cong ty.
Chien luge khdc biet hod
Muc tieu cua khac biet hoa la cbiem dugc lgi the canh tranh nhd viec thiet ke mdt san phim dugc cho la dgc dao d mdt chi tiet nao day. Kha nang khac biet hoa san pham nay giiip cdng ty cd thi dua ra gia ban cao ban miic trung binh ciia nganh.
• Lira chgn chiln luge: Cdng ty cd thi lira chgn mdt trong ba chien luge sau de khac biet hoa. Thii nhit, khac biet hoa dua vao sang kien va ddi mdi, dac biet ddi vdi cac san phim ky thuat cao. Thii hai, khac biet hoa dua vao kha nang cham soc khach hang, vi du nhu cac dich vu hau mai, bao dudng, sua chua san phdm. Thii ba, khac biet hoa bang each dap ung cac nhu clu vl mat tam ly chang han nhu nhu cau tu khang dinh. Ngoai ra, nhirng cdng ty theo dudi chien luge nay ludn tim kiem cang nhieu ngudn de 34
khac biet hoa duge san pham ciia minh cang tdt, vi chien luge ciia hg cang kho cho doi thii sao chep.
• Chien luge khac biet hoa cd uu diem la khach hang se trung thanh han vdi thuang hieu, cac nha cung cap ciing san sang dap ung dau vao cho san xuat vi dugc tra gia cao, ngudi mua ciing san sang tra gia cao vi nhan dugc su khac biet boa tu san pham hg mua, gan nhu khdng san pham thay the hoan toan va cac ddi thii tiem nang ciing kho long gia nhap thi trudng vi kha nang theo dudi sir khac biet boa la mot rao can Idn doi vdi bg.
• Han che ciia chien luge nay la kha nang theo dudi den ciing va dai ban su dgc dao trong con mat ngudi tieu dung. San pham du dgc dao den may cung de dang bi sao chep, do do nii ro Idn nhat cua nha theo duoi chien luge khac biet boa la phai lien tuc tim each khac biet hoa ngay cang cao neu khdng muon bi doi thii vugt mat.
Chien luge ket hgp
Day la each cdng ty theo dudi ca chien luge dan dau ve phi va chien luge khac biet boa cung mdt liic. Nhu da phan tich d tren thi muon chi phi san xuat thap thi khdng nen khac biet boa boac duy tri sir khac biet d miic thap, vi chi phi cho khac biet boa rat tdn kem. Tuy nhien, mdt cong ty cd thi duy tri chiln luge khac biet boa vdi miic chi phi thap nhd nhiing thay ddi ciia khoa hgc cdng nghe va kha nang ling dung linh boat nhiing cdng nghe nay.
Chien luge tap trung
Chiln luge nay hudng vao phuc vu mdt nhdm khach hang nhat djnh, vao mot thi trudng ngach. d day, vi tri dia ly, loai khach bang, va ddng san pham cd the la cac tieu chi de phan chia thj trudng. Cd thi la chien luge chi phi thap tap trung hoac khac biet bda tap trung. Ngudi theo chiln luge chi phi thap tap trung se chi phai canh tranh vdi cac nha dan
dhu vl phi tren mdt vai phan doan trudng, tuang tu vdi chiln luge khac biet hoa tap trung.
Ben canh nhiing lgi thi ro rang ma chiln luge nay mang lai, thi cd ba nguy ca c6 kha nang xay ra vdi chiln luge thi trudng ngach nay; mdt la vi san xuat vdi san lugng nho nen chi 35
phi san xuat chae chan cao han ciia cac cong ty san xuat chi phi thip, hai la thi trudng ngach cd the dot nhien bien mat do thay doi ve ky thuat hoac thi hilu ciia ngudi tieu diing, ba la vin c6 kha nang la cdng ty chuyen khac biet hoa se canh tranh dl danh lay phin thj trudng ngach nay.
1.3.3 Chien luge canh tranh
Chien luge da dgng hod sdn phdm
Cac cdng ty hiem khi san xuat mot san phim duy nhit, thdng thudng hg san xuk mot
chuoi cac san pham de phuc vu nhieu phan doan thi trudng khac nhau. Va ciing dl giam thieu riii ro, hg da dang hoa san pham. Chien luge da dang hoa san pham cd the ban che sir