- Sue ep cda san pham thay th e: San pham thay the la san pham co cong dung tuong tụ
2.4.Mo hinh tong hop phan tich ben trong va ben ngoa i SWO T:
Moi truong khach quan ciia DN khong ngung thay doi, mang lai cho DN nhiing co hoi tilm tang. Nhung chi khi nao DN co nhiing dieu kien chii quan nhat dinh thi nhiing co hoi do mofi CO the tro thanh hien thuc. Kinh nghiem cho thay, nhieu DN c6 moi truong khach quan rat thuan Igi nhung hg thieu mot vai yeu to chii quan nen da bo tugt co hoị Ngugc lai, co
nhung DN mac du co moi truong khach quan khong thuan Igi nhung do phat huy dugc so truong doc dao ma thanh cong. Do do viec phan tich ting hgp cac yeu t l khach quan va chii quan ciia DN co y nghia quan trgng.
Hinh 2-6 : Mo hinh phan tich 3 cap do moi truong ben trong va ben ngoai
Phan tich SWOT : Thi manh (Strengths), yeu diem (Weakness), co hoi (Opportunitines) va nguy CO (Threats). Phan tich SWOT la chia khoa ciia phat trien chien luge, lam ro the manh ngi luc ciia to chiic va nhung diem yeu va cac co hoi, nguy co tu ben ngoaị
Strengths va Weaknesses la cac yeu to ngi tai ciia DN con Opportunities va Threats la cac nhan to tac dong ben ngoaị SWOT cho phep phan tich cac yeu to khac nhau co anh huong tuong doi den kha nang canh tranh ciia DN, viec danh gia cac dii* lieu dugc sap xep theo dang SWOT duoi mot trat tu logic giiip nguoi dgc hieu dugc cQng nhu co thi trinh bay va
thao luan dl di din viec ra quylt dinh de dang hon.. De xay dimg CLKD, phan tich SWOT thuong dugc kit hgp voi PEST va mot so mo hinh khac ( xem hinh 2-6, trang 22).
Dk thuc hien phan tich SWOT cho vi thi canh tranh ciia mot DN, nen tu dat cac cau hoi : - Strengths : Lgi thi ciia DN la gi ? Cong viec nao DN lam tit nhat ? Nguin lire nao DN ckn, CO thi sii dung ? LTU thi ma nguoi khac thiy dugc 6 DN la gi ? Phai xem xet van de tren
phuong dien ban than DN va ciia nguoi khac. Cac uu thi thuong dugc hinh thanh khi so sanh voi doi thii canh tranh.
- Weaknesses : Cac yeu diem. Co the cai thien dieu gi ? Cong viec nao minh lam tot nhat ?
Can tranh lam gi ? Phai xem xet van de tren co so ben trong va ca ben ngoaị Nguoi khac co the nhin thay yeu diem ma ban than DN khong thaỵ Vi sao doi thii canh tranh co the lam tot hon ? Liic nay phai nhan dinh mot each thuc te va doi mat voi su that.