Nang cao chat luo'ng i H l i i i i ^ ang ag tin cay suat lao ddng Gia cao han l i M i i l i i i i i i i i i ^ C thap ban i M I i i H i l i i H l Lai nhuan cao han KMUmMHi
Sang kiin hay su ddi m&i dugc dinh nghTa nhu mdt phuang phap, mdt each thiic mdi ma
doanh nghiep img dung de van hanh boat ddng hay san xuat san pham. Su doi mdi bao gdm ca nhirng bude tien ve chiing loai san pham, quy trinh san xuat, he tbdng quan ly. ca c^u td chiic va chien luge phat trien cua mdt cdng ty. Trong dai han, canh tranh cung c6
the dugc coi la mdt qua trinh dinh hudng bdi cac sang kien va ddi mdi. Nhiing sang kien, ddi mdi thiet thuc se mang lai lgi the canh tranh cho doanh nghiep nhd sir dgc dao trong san pham, dich vu ma cac ddi thu khong c6 dugc. Den khi cac ddi thii dat dugc sir doi mdi tuang tu thi cdng ty da lay dugc sir trung thanh vdi nhan hieu tii phia khach hang. Dieu nay khien cho cac cdng ty di dau trong sang kien, ddi mdi ludn trd thanh nhan hieu dung d vi tri sd mdt trong tam tri khach hang d linh virc ma hg dan dau. Vi du nhu khi noi den may photocopy, ngudi ta nhd den Xerox, tuang tu, may in laser thi phai la HP, kinh mat ap trong thi phai la Bausch & Lomb, giay the thao thi phai la Nike va do udng c6 gas thi duang nhien phai la Coca cola...
Khd nang dap irng yeu cau cua khdch hdng la mdt yeu td mang tinh tdng hgp trong lgi
the canh tranh ciia mdt cdng ty. De thuc hien tdt yeu td nay, doanh nghiep can phai lam tot han ddi thii trong viec xac dinh va thoa man nhu cau ciia khach hang. Viec nang cao chat lugng san pham, dich vu va lien tuc ddi mdi, cai tien la khdng the thieu khi mudn dap ling ngay cang tdt ban yeu cau ciia khach bang. Mdt khia canh khac phat sinh khi danh gia kha nang dap ung yeu cau ciia khach hang la kha nang ca biet boa san pham, djch vu cho phu hgp vai yeu cau cua cac khach hang ca nhan va nhdm khach hang cu the. Mat khac, kha nang dap ling yeu cau cua khach hang con tinh den thdi gian dap ung hay phan hoi lai cac
yeu cku va mong dgi cua khach hang, vi du nhu thdi gian xu ly mot dan hang. Ben canh
viec quan tam din chat lugng, sir ca biet boa va thdi gian dap ling, thi cac yeu to nhu thiet kl san ph4m va cac dich vu hau mai ciing quan trgng khi danh gia kha nang dap ling yeu cau ciia khach hang ddi vdi mot doanh nghiep.
1.2.4.2 ,Md hinh chudi gid tri (Value chain)
Hinh 7: Md hinh Chuoi gia tri
Hoat dong hd tra Dau vao \ Nghien ciru \ / ^ / / Phat trien / San xuat \ .^..m,^^^mm^...A Marketing ) & _ Ban hang Dich vu Dau ra Hoat ddng ca ban
Khai niem Chudi gia tri hinh thanh tu quan diem nhin nhan mot cdng ty nhu mdt chudi cac boat ddng nham chuyen hoa cac dau vao thanh nhiing dau ra cd gia tri ddi vdi khach hang. Chuoi cac boat ddng nay cd the phan biet thanh hai loai la cac hoat dong ca ban va cac boat ddng mang tinh hd trg.
Hoat dong ca bdn cd the bao gom boat ddng thiet ke, sang tao, chuyen giao san pham,
marketing, xiic tien, va cac dich vu hau mai. Trong md hinh tren, phan boat dong ca ban dugc chia thanh 4 chiic nang: nghien ciiu va phat trien, san xuat, marketing ban hang, va dich vu.
• Bd phan Nghien ciiu & Phat trien thuc hien cac cdng viec nhu thiet ke san pham va quy trinh san xuat, gia tang them gia tri cho san pham va dich vu, khien chiing trd nen hap din ban ddi vdi khach hang, ddng thdi ket qua nghien ciiu va phat trien cung giiip cho quy trinh san xuat hieu qua ban, cd the giam dugc gia thanh san xuat.
• San xuat la qua trinh tao ra san pham hay dich vu, thdng thudng san xuat gan vdi san pham hiru hinh, tuy nhien doi vdi dich vu - san pham vd hinh, thi qua trinh san xuat lai dien ra ddng thdi vdi qua trinh chuyen giao dich vu den khach hang. San xuat hieu qua se cat giam dugc chi phi.
• Marketing va Ban hang sang tao ra gia tri dudi nhieu gdc do khac nhau. Nhd cd quang cao va dinh vi nhan hieu gia tri dugc tao ra ngay trong sir nhan tbiic ciia khach hang ve san pham. Nhiing nd lire marketing va thuang mai nay c6 the gia tang gia tri bang each kham pha ra nhu cau ciia khach hang va truyen dat nhiing nhu cau nay cho bg phan Nghien ciiu & Phat trien de san pham dugc thiet ke cho phii hgp vdi nhu cau ciia khach hang.
• Dich vu d day dugc hieu nhu la cac djch vu hau mai va hd trg khach hang trong qua trinh sii dung san pham. Chiic nang nay nham xii ly cac van de nay sinh trong tam tri ciia khach hang khi hg gap cac van de ve san pham va tiep tuc hd trg hg sau khi ban hang.
Hoat dong ho tra trong Chuoi gia tri se cung cap cac dau vao de cac chiic nang tren c6 the
thuc hien dugc, trong md hinh tren quan ly nguon nguyen vat lieu, ngudn nhan lire va ha ting ca sd cua cdng ty la ba hoat ddng bo trg chinh.
• Chiic nang quan ly ngudn nguyen vat lieu thuc hien viec kiem soat cac ddng nguyen vat lieu tu giai doan mua sam den san xuat va phan bd, tranh lang phi va ton kho. tang hieu qua san xuat.
• Chiic nang nhan sir dam bao viec mdt doanh nghiep su dung diing ngudi va hieu qua nhd cdng tac dao tao, ddng vien, chi tra thoa dang, khi dd ngudi nhan vien sin sang thuc hien nhiem vu ciia minh la sang tao ra gia tri dua tren tu lieu va cdng cu lao dong ma hg san cd.
• Ha tdng ca sd ciia mot doanh nghiep c6 the dugc nhin nhan nhu nen tang cua doanh nghiep, bao gdm ca cau td chiic, he thdng kiem soat, va van hoa cdng ty. Dgi ngii quan
ly vdi vai trd lanh dao va thiet lap nen nen tang tren cd vai trd quan trgng trong viec tao ra cac gia tri tdng the ciia cdng ty.
1.2.5 Phan tich, tdng hop diem manh, diem yeu, cu hdi, thach thuc - Md hinh SWOT SWOT
1.2.5.1 SWOT Id gi?
SWOT la tap hgp viet tat nhiing chir cai dau tien ciia cac tu tieng Anh: Strengths (Diem manh), Weaknesses (Diem yeu), Opportunities (Ca hdi) va Threats (Nguy ca). Phan tich SWOT la mot khau khdng the thieu trong qua trinh hoach dinh chien luge kinh doanh cua doanh nghiep khi doanh nghiep mudn phat trien, tiing bude tao lap uy tin, thuang bieu cho minh mot each chae chan va ben viing. Nd khdng chi c6 y nghTa doi vdi doanh nghiep trong viec hinh thanh chien luge kinh doanh ndi dia ma con c6 y nghTa rat Idn trong viec hinh thanh chien luge kinh doanh qudc te nham dap ung nhu cau phat trien cua doanh nghiep.
Nhu vay, phan tich SWOT la phan tich cac yeu td moi trudng ben ngoai ma doanh nghiep phai doi mat (cac ca hdi va nguy ca) ciing nhu cac yeu td thugc mdi trudng ndi bg doanh nghiep (cac mat manh va mat yeu), nham cung cap nhiing tbdng tin huu ich cho viec ket ndi cac nguon luc va kha nang ciia cdng ty vdi mdi trudng canh tranh ma cdng ty do dang boat dong.
• Doanh nghiep xac dinh cac ca hdi va nguy ca thdng qua phan tich dii lieu ve thay doi trong cac mdi trudng: kinh te, tai chinh, chinh tri, phap ly, xa hdi va canh tranh d cac thi trudng nai doanh nghiep dang boat ddng hoac du dinh tham nhap:
- Cac ca hdi cd the bao gdm tiem nang phat trien thi trudng, khoang trong thi trudng, gin ngudn nguyen lieu hay ngudn nhan cdng re va cd tay nghe phii hgp.
- Cac nguy ca ddi vdi doanh nghiep cd the la thi trudng bi thu hep, canh tranh ngay cang khdc liet, nhung thay ddi ve chinh sach cd the xay ra, bat dn ve chinh tri d cac
thi trudng chu chdt hay su phat trien cong nghe mdi lam cho cac phuang tien va day chuyen san xuat ciia doanh nghiep cd nguy ca trd nen lac hau.
• Vdi viec phan tich mdi trudng noi bd cua doanh nghiep: