- Bat loi: Nhimg nguy co chinh ciia phuong phap dan dau ve chi phi kn nkp trong kha nang
2.6. Khai niem ve nang luc canh tranh cot
" Nang lire co ban ciia DN giong nhu re caỵ Than cay la san pham co ban ciia nọ Canh va la cay la san pham cuoi ciing". " Co nguoi noi, mot con gio manh co the lam cho than cay bi gay nhung chi can re cay con, tiic la nang luc co ban ciia DN con thi may nam sau, DN c6 the song laị Do do, nang luc eo ban cua DN coi nguon uu the canh tranh ciia DN " ( Vien nghien cuu dao tao ve quan ly (2005). " Xay dung va trien khai chien luge kinh doanh con duong di den thanh cong" ) .
Nang lire co ban, cot loi ciia DN co 4 dac trung: Mot la, no co gia tri, co the giiip DN tao ra gia tri, giam gia thanh, nang cao hieu qua kinh doanh. Hai la, no co tinh dgc dao, ket hgp vai cac nguon lire bang mot phuong thiic dgc daọ Ba la, no co tinh chat ngi sinh, sir san sinh
ciia no la ket qua tac dong Ian nhau giiia cac don vi, cac ca nhan trong to chiic, thong qua su
phoi hgp va to chiic cac nguon lire ky thuat ciia DN tao ra nang lire co ban cua DN. Bon la,
nang lire eo ban ciia DN dugc hinh thanh trong qua trinh hgc tap, tich liiy ciia DN, khong the mua dugc tren thj truong, nguoi khac kho bat chuoc.
Xet theo quan diem ngan ban, uu the canh tranh ciia DN la gia thanh thap, tinh nang san pham tot, dich vu hau mai tot. Nhung xet theo quan diem dai han, nang lire sang tao con quan trgng hon uu the hien tai, boi vi bat ky uu the nao ciia DN ciing khong the keo dai mai nhiing uu the, no eo the se dan dan mat di do su thay doi cua ky thuat, su thay doi ciia thi truong va doi thu ciing co the bat chuoc. Nang lire co ban ciia DN la mot loai siic manh canh tranh gan lien voi to chiic. DN phai khong ngung vun dap va phat trien no moi co thi giii dugc uu the canh tranh lau dai trong hoan canh thi truong luon luon thay diị
Nang lire co ban ciia DN do 4 ylu t l tao thanh: Mot la, tri thiic va nang luc ky thuat ciia
cong nhan vien, bao gom tri thiic va ky nang cua ca nhan cong nhan vien va t l chdt, co c^u
tri thiic ciia toan bg cong nhan vien. Hai la, he thing ky thuat cua DN tiic la he thing, cong nang ky thuat ckn thilt dl thuc hien chiln luge kinh doanh ciia DN. Ba la, he thing quan ly
ciia DN, toan bg thi manh cua DN dugc hinh thanh qua cac che do, quy dinh ciia DN, co cau tl chiic ciia DN, kl hoach to chiic, su lanh dao, khich le, chi huy ciia DN va nghe thuat lanh
dao ciia nguoi lanh daọ Bdn la, quan niem gia tri va he thong van hoa ciia DN, bg phan hgp
thanh quan trgng ciia DN.
Viec phdn tich nang luc ca bdn cua DN phai giai quyit 3 van de :
- Nang lire co ban ciia DN la gi, hien trang nhu the nao ? De giai quyet van de nay can di sau
phan tich cac nguon lire ciia DN, he thong ky thuat, quan ly va van hoa DN.
- Tac dung ciia nang luc co ban doi voi the manh canh tranh ciia DN? Noi chung, nang lire CO ban ciia doanh nghiep cang dgc dao thi thoi gian giir dugc the manh canh tranh cang dai, the manh canh tranh cang virng. Ngugc lai, neu tinh dgc dao kem thi nguoi khac de bat chuoc, thoi gian giii dugc uu the canh tranh cang ngan, dia vi uu the cang kem.
- Lam the nao de phat trien, boi duong nang luc co ban ciia DN ? Viec phat trien, boi duong nang luc co ban ciia DN thong thuong bao gom viec dau tu va tai tao nguon nhan lire, khong ngung nang cao to chat ky thuat ciia cong nhan vien, kip thoi doi moi co cau to chiic quan ly
de no CO the van hanh thong suot, hai hoa MOI moi truong khach quan. Khong ngung nghien
cuu, sang tao, hinh thanh uu the ky thuat dgc dao cua DN, nuoi duong van hoa DN, khiln cho kha nang quy tu ciia DN ngay cang manh.
2.7. Cac buuc trong xay dung chien luge
Xay dung va thuc hien CLKD noi chung ihuang trai qua 3 buoc : Phan tich moi truong khach quan, dieu kien chii quan ciia DN; thiet ke phuong an chien luge kinh doanh; thuc hien, danh gia va hoan thien CLKD. So dl cac buoc Xay dung va thuc hien chiln luge kinh doanh dugc mo ta tai Hinh 2-8, trang 33.
- Phan tich hoan canh khach quan ciia DN : Day la buoc dau tien ciia viec xay dung CLKD. Ngi dung phan tich moi truong ben ngoai DN. Muc dich ciia buoc nay la tim hieu nhiing co hoi va kho khan ma hoan canh khach quan co the gay ra cho DN trong qua trinh phat trien tilp theo, tir do ma xac dinh phuong huong, tu tuong kinh doanh, muc tieu, CLKD.
- Phan tich dieu kien chii quan cua DN: Muc dich phan tich la de xac dinh diem manh, diem ylu ciia DN, tu do tim ra phuong huong chien luge kinh doanh ciia DN tren co so phat huy thi manh, khac phuc diem yeụ
Hinh 2-8 : So* do cac buffc
Xay dung va thuc hi^n chien luac kinh doanh
1
Phan tich hoan canh khach quan cua DN
1 ' ' Phirong hirdug v i ITnh virc kinh doanh 1 ^ Chien \u(Xi " Myc Tieu chien luvc r z kinh doanh i i • 1 1 Tu- tirdTig chien lir^-c
Phan tich hoan canh chu quan cua DN
1
Thuc hien chien luac kinh doanh
i i 1 Thiet ke, lu-a chpn con duong, bifn p h i p de dat du"Q*c 1 1 ' Sich lu-Q-c cua c^c b9 phan chirc nSng
Danh gia va hoan thien CLKD
(Theo tai lieu cua Vien nghien cuu dao tao ve qudn ly (2005). " Xay dung vd trien khai chiin luoc kinh doanh con duong di din thanh cong")
b) Thiet kephuang an chien luac kinh doanh
Buoc nay bao gom viec xac dinh phuong huong va pham vi, tu tuong chien luge, muc tieu chien luge, thiet ke va lira chgn con duong, bien phap kinh doanh, sach luge ciia cac ciia cac bg phan chuc nang.
- Lira chgn phuong huong va pham vi kinh doanh, kinh doanh san pham gi, tren thi truong nao, linh vuc ky thuat naọ Day la ket qua cua viec phan tich moi truong khach quan va dieu kien chii quan ciia DN.
- Xac lap tu tuong chien luge : Sau khi phan tich moi truong khach quan, dieu kien chii quan ciia DN thi phai xac lap tu tuong chi dao toan bg boat dong san xuat, kinh doanh. Do la trilt ly kinh doanh ciia DN, la quan niem gia tri va chuan muc hanh vi ciia DN va ciing la linh hon ciia CLKD.
- Xac lap muc tieu chien luge ciia DN : Muc tieu chien luge la thanh qua ly tuong ma DN du kien dat toi trong mot thoi ky nhat dinh theo tu tuong kinh doanh, phuong huong phat triin ciia DN trong dieu kien khach quan, chii quan va kha nang cua DN. Do la mot trong nhiing ngi dung co ban cua CLKD,
- Thiet ke va lira chgn CLKD : Sau khi phan tich moi truong khach quan va dilu kien chii quan, can de ra mot so phuong an nham thuc hien muc tieu CLKD va phuong huong kinh doanh, phan tich. Khi danh gia cac phuong an phai xac dinh tieu chuin danh giạ Tieu ehu4n
do phai xet den lgi ich tong the, lau dai ciia DN, phai tinh truong hgp nii ro, tinh In djnh, Xhc
do phat trien, lgi nhuan .. .neu uu va khuyet dilm tung phuong an, chgn phuong an tli uụ
- Sach luge eiia cac bg phan chuc nang : Sau khi xac djnh CLKD ciia DN ckn xay dung sach
luge ciia cac bg phan chiic nang de nhung nguoi quan ly cac bg phan chuc nang nhan thiic ro trach nhiem cua hg, tir do hoan thien, phat triin chiln luge ting thi ciia DN.
c) Thuc hien, danh gia, hoan thien chien luac kinh doanh
Sau khi hoan thanh cac buoc noi tren, CLKD ciia DN da hinh thanh, can to chiic thuc hien. - Thuc hien CLKD : Thong qua nhilu bien phap hanh chinh va kinh te de to chiic, can bg nhan vien cong nhan va toan tam toan y trien khai thuc hien muc tieu chien lugẹ Muon vay thi phai lap ke hoach, ap dung cac bien phap, dong vien, to chiic, khich le, kiem tra de CLKD dugc quan triet den tung bg phan ciia DN.
- Danh gia va hoan thien chien luge : Trong khau nay can kiem tra, danh gia hieu qua chien luge, tim ra do chenh lech giira chien luge da dugc thiet ke va tinh hinh thue hien chien luge, cac nguyen nhan. Hoan thien chien luge nham thuc hien muc tieu cuoi ciing cua chien luge,
Tren day, da neu nhiing ngi dung co ban, co so ly luan de phuc vu cho viec nghien cuu xay dung CLKD ciia DN. Cac co so ly luan do se dugc ap dung nham thuc hien xay dung CLKD cua DN-C6ng ty Cp Xay dung cong trinh giao thong 872, se dugc thuc hien tiep o phan saụ