xuat phat tir su thay doi cong nghe va thi trucmg du la quoc te hay trong pham vi hep, tu su thay doi ve chinh sach cua nha nuoc co lien quan tai ITnh vuc hoat dong ciia DN, tir su thay doi khuon mau xa hoi, cau tnic dan so ..., tu cac su kien dien ra trong khu vuc. Phuong thiic tim kiem hiiu ich nhat la ra soat lai cac uu the ciia ban than DN va tu dat cau hoi lieu cac uu the ay co mo ra co hoi moi nao khong. Ciing co the lam ngugc lai, ra soat cac yeu dilm ciia minh va tu dat cau hoi lieu co co hoi nao xuat hien loai bo dugc chiing.
- Threats : Nhung tro ngai dang gap phai ? Cac doi thu canh tranh dang lam gi ? Nhiing doi
hoi dac thu ve cong viec, ve san pham hay dich vu co thay doi gi khong ? Thay dii cong nghe CO nguy co gi vai DN hay khong ? Co van de gi vl ng qua han dong tien ? Lieu co ylu
diem nao dang de doa cong ty ? Cac phan tich nay thuong giiip tim ra dugc nhiing viec ckn
phai lam va bien yeu diem thanh trien vgng.
Cac DN theo duoi chien luge c4p cong ty de dat dugc lgi the canh tranh, hoat dong tot hon
doi thii, nhkm dat dugc doanh thu cao hon trung binh. Cac DN thuong lira chgn tu ba chien
luge CO ban : Dan dau ve chi phi, khac biet hoa san pham va tap trung.
Bang 2-7 : Nguon goc loi the canh tranh va cac chien luuc canh tranh co* ban
Khac biet hoa san pham Phan doan thj truong Kha nang rieng biet Dan dau ve chi phi Thap (chii yeu bang
gia) Thap (thi truong dai
tra) San xuat va quan
ly nguyen lieu
Khac biet hoa san pham
Cao (chii yeu bang tinh dgc nhat)
Cao (nhieu doan thi
trucmg) Nghien cuu va phat trien, ban va
Marketing
Tap trung
Thap den cao ( gia hoac tinh dgc
nh4t) Thap ( mot hoac mot so
doan thi truong) Bat ky loai kha nang rieng biet
nao
2.5,1,Chien luac Dan dau vi chi phi
La chien luge de co the san xuat hang hoa hoac djch vu 6 chi phi thap hon cac doi thụ Chien
luge nay co hai lgi the co ban. Thu nhdt, vai chi phi thap hon, nguoi dan dau ve chi phi co
the dat gia thap hon doi thii nhung van thu dugc lgi nhuan bang cac doi thụ Neu cac DN trong mot nganh dat cac gia tri tuong tu cho cac san pham cua minh thi nguoi dan dau ve chi
phi CO the thu dugc lgi nhuan cao hon vi co chi phi thap hon. Thu hai, neu su canh tranh
trong nganh tang va cac DN canh tranh bang gia thi nguoi dan dau ve chi phi c6 kha nang dung virng trong canh tranh ban cac DN khac boi chi phi thap hon ciia minh.
- Cac giai phap chien luffc : Lira chgn miic khac biet hoa san pham thap. Viec khac biet hoa
san pham thuong ton kem. Do vay chi phi cho viec nay khong qua chenh lech so voi miic doi thii khac biet hoa; de miic khac biet hoa dat dugc chi phi thap nguoi dan d^u vl chi phi
thuong bo qua cac doan thi truong khac nhau, thuong quan tam den thi truong 6 pham vi rgng Ion, thuc te cac DN thuong dat gia thap hon cac doi thii canh tranh cua minh de hap dan khach hang den voi cac san pham ciia minh; nguoi dan dau ve chi phi phat trien cac kha nang rieng biet cua minh trong san xuat va quan ly nguyen vat lieu de tang tinh hieu qua, ha thap chi phi so voi doi thiị