Mo hinh chuoi gia trj da dugc cac nha quan ly su dung la cdng cu giiip cho viec phan tich lap ke hoach chien luge tren co sd toi da hoa nhirng gia trj va t6i thilu hoa chi phi.
Bieu 1.4. Mo hinh chuoi gia trj
.f'* ' , ^ -fpff^:^^
Chi phi
va hoat
dong phu tro"
Hi^nh chinh tons hot>
Hanh chinh tong hap: Bao gom hoat dong, chi phi va tai san lien quan den quan ly dieu
hanh lap ke hoach, tai chinh, ke loan, xay dung chien luge, he thong thong tin quan ly..
Quan tri nguon nhan luc: La nhung hoat dong, chi phi va tai san Hen quan den tuyen
dung, huan luyen, thiic day va quan ly lire lugng lao dong ciia cong ty. Tai nguyen con ngudi ngay cang co xu hudng quan trgng trong canh tranh.
Phat then cong nghe: La nhirng hoat dong, chi phi va tai san lien quan den nghien ciiu ap
dung cac sang kien khoa hgc trong san xuat ho^c cung cap dich vu.
Thu mua va hgu can ben trong: La nhung hoat dong, chi phi va tai san lien quan den thu
mua tiep nhan, bao quan va cap phat nguyen vat lieu, cac y^u t6 diu vao.
Tac nghiep: Day la nhirng hoat dong, chi phi va tai san lien quan den san xuat san pham
hoac dich vu.
Hgu can ben ngoai: Bao gom tat ca cac hoat dong, chi phi va tai san lien quan tdi qua
trinh phan phoi san pham hoac dich vu tdi khach hang.
Ban hang va tiep thi: La nhirng hoat dong, chi phi va tai san lien quan den viec quan ly
lire lugng ban hang, phan tich nhu cau ciia khach hang ve san pham hoac djch vu. Thuc hien quang cao, tiep thj, xiic tien ban hang de thu hiit khach hang.
Dich vu sau ban hang: La nhung hoat dong, chi phi va tai san lien quan den cung cap
nhung hudng dan trudc khi sii* dung san pham hoac bao hanh san pham hoac djch vu.
Nang lye canh tranh cot loi
Mot doanh nghiep muon thanh cong khi hoach djnh chien luge kinh doanh phai dua tren nhirng nang lire cot loi ciia minh de tan dung nhirng co hoi va vugt qua nhung thach thuc ciia mdi trudng kinh doanh. Nang luc cot loi hay con dugc ggi la "nang lire co ban" dong mot vai trd quan trgng trong viec sang tao va khai thac kha nang canh tranh
ciia cac doanh nghiep. Nang lire dugc ggi la "cot loi" can phai dap ung bon tieu chi ca ban sau:
- Nang luc cot loi phai tao ra mot Igi ich Idn han cho khach hang. Dd dugc coi la "cot loi", mot nang lire phai cho phep doanh nghiep cung cap cac tinh nang huu ich eo gia trj cao cho khach hang.
- Nang lire cdt loi phai tao ra mot Igi thi canh tranh duy nhit. Mot nang lire cdt loi phai cho phep doanh nghiep dap ung cac nhu cau ciia khach hang tot hon so vdi doi thii canh tranh, cai ma cac doi thii canh tranh khong lam dugc. Neu nang lire do cd kha nang ap dung bdi doi thii canh tranh hoac de dang bi bat chudc thi khong con la nang lire cot loi.
- Nang luc cot loi la tap hgp ciia nhieu ky nang co ban. Mot nang luc cdt loi phai chua dung nhieu ky nang hoac cdng nghe co ban. Su tong hgp nay se cho doanh nghiep mot dac tinh duy nhat.
- Nang lire cot loi phai cho phep doanh nghiep tiep can dugc nhieu thi trudng, san pham.
Trong ngan han cac nang lire cung khong luon luon la ngudn goc duy nhat ciia Igi the canh tranh va cd the ton tai nhieu yeu to khac. Nhung trong dai han, vi tri din dau ve san phim thudng dugc quyet djnh bdi vai tro hang dau ve cac nang lire cdt 15i. Nang lire cot loi se tao ra mot Igi the lau dai cho san pham djch vu. Do la nang lire on dinh va co th6 khai thac trong mot thdi gian dai. Co dugc cac nang lire cot 15i se tao ra tinh canh
tranh ciia nhieu djch vu tren nhieu thi trudng. Theo do, tinh canh tranh lau dai ciia san
Viec xem xet doanh nghiep khong chi don thuin la tap cac hoat dong, ma la mot
tap cac nang lire co ban, se cho chiing ta mot each ti6p can mdi \k chiln luge kinh doanh
cu the:
- Cho phep viec djnh hudng ehiln luge cho tuong lai.
- Cho phep tinh den cac thach thuc d tirng hoat dong va d moi giai doan phat trien ciia san pham.
- Cho phep han che dugc cac sai lim chidn luge.
- Cho phep lam sang to cac quyet djnh lua chgn viee djnh vi san pham - thi trudng. - Cho phep md rgng cac co hoi kinh doanh. Nang luc co ban tao kha nang khai thac
nhieu san pham bd sung, tham gia nhi^u thj trudng.
2.2.3 T6ng hgp danh gia (theo mo hinh SWOT)
a) Ly thuyet
Nghien cuu moi trudng ben trong va ben ngoai doanh nghiep la mot phan quan trgng trong qua trinh hoach djnh chien luge. Cac yeu to, hoan canh ben trong ciia mot doanh nghiep thudng dugc coi la cac diem manh (S-Strengths) hay diem yeu (W- Weaknesses) va cac yeu to ben ngoai doanh nghiep dugc ggi la co hoi (0-Opportunities) va Nguy co (T-Threats). Vi the, phuong phap phan tich ve moi trudng chien luge dugc ggi la phan tich SWOT.
Ban phan tich SWOT cung cap nhiJng thong tin huu ich cho viec ket n6i cac ngu6n lire va kha nang eiia cong ty vdi moi trudng canh tranh ma cong ty do hoat dong. Day la cong cu trong viec hinh thanh va lua chgn chiln luge, cu th6:
- Diem manh (Strengths): Dilm manh eiia mot doanh nghiep bao g6m cac nguon lire
- Diem yeu (Weaknesses): Viee khong cd cac dlkm manh dugc coi la mot di6m ylu. Nhung dac didm sau day cd th6 bj coi la d'lkm ylu: Khong c6 bao hg bing sang che;
Nhan hieu it ngudi bi8t d§n; Bj khach hang cho ring cd tilng xiu; Co ciu van hanh doi hoi chi phi cao...
Trong mot sd trudng hgp, dilm yeu eo th8 chinh la dikm manh, ndu xet tu mot goc
do khac.
- Co hoi (Opportunities): Viee phan tich mdi trudng ben ngoai co th6 he md nhung ca hoi mdi de tao ra Igi nhuan va phat triln
- Nguy CO (Threats): Nhu-ng thay d6i ciia hoan canh, moi trudng ben ngoai cd the tao ra nguy eo doi vdi doanh nghiep
b) Ma tran SWOT
Mot cong ty khong nhit thiet phai theo du6i cac co hoi tot nhit ma cd th6 thay vao do la tao dung kha nang phat tri6n Igi thi canh tranh bing each tim hilu muc do phu hgp giua cac diem manh ciia minh va co hoi sap den. Trong mot so trudng hgp, cong ty CO the khac phuc diem yeu ciia minh de gianh dugc nhiing eo hoi hap din.
De phat trien chien luge dua tren ban phan tich SWOT, cac cong ty cin phai thilt ke mot ma tran cac nhan to, dugc ggi la ma tran SWOT nhu dugc trinh bay dudi day.
Bieu 1.5. Mo hinh ma tran SWOT