Chng IV

CHIN LC KINH DOANH

QUC T

I- Khi nim v vai tr ca chin lc

II- Qu trnh hnh thnh chin lc
III- Cc loi chin lc quc t
IV- Cc cp chin lc
V- Cc nhn t ch yu tc ng n chin
lc quc t ca cng ty
I- KHI NIM V VAI TR CA CHIN
LC
 Theo cch tip cn mi

Chin lc c cn nhc k
Chin lc
d nh Chin lc
thc hin

Chin lc mi ni

Chin lc
khng c
thc hin
 Vai tr ca chin lc
nh hng hot ng di hn v l c s vng chc cho trin khai
II- QU TRNH HNH THNH CHIN LC

2.1. Tien trnh hoach nh

chien lc
2.2. Triet ly quan tr chien
lc
2.3. C s hoach nh chien
lc
2.4. Xac nh muc tieu
 2.1. Tien trnh hoach nh
chien lc
Moi trng ben ngoai MNC
trng ben trong MNC:
anh gia cac yeu to: chnh tr, Moi
anh gia FSA, tiem nang cua
kinh te , van hoa va nhng
FSA, san pham, nguon lc,
khuynh hng thay oi cua
bon lnh vc chc nang
cac yeu to nay

Hoach nh chien lc toan cau

anh gia canh tranh, th trng
Phat trien chien lc canh tranh
Rao can ra vao

To chc thc hien chien lc canh tranh toan cau

C cau to chc cua MNC
Thai o quan tr
Bon lnh vc chc nang
6
 2.2. Triet ly quan tr chien
lc
Dan toc (Ethnocentic philosophy)
Da vao gia tr va quyen li cua cong ty
me
Quan ly hoat ong nc ngoai nh mo
hnh trong nc
Kiem soat chat chi ph t trung tam

a chung (Polycentric philosophy)

Chien lc phu hp a phng
Phan quyen ve a phng
Li nhuan e lai a phng
7Nhan lc a phng
Khu vc (Regioncentric Philosophy)
S ket hp cua hng dan toc va a
chung
C cau, nhan lc, san pham theo vung
Li nhuan phan phoi trong vung

Toan cau (Geocentric Philosophy)

Hng hoat ong toan cau
San pham toan cau co bien oi theo
a phng
Nhan lc toan cau
Li
8 nhuan phan phoi toan cau
 2.3. C s hoach nh chien lc

a/ Phn tch nh gi mi trng bn ngoi

Muc ch giup nha quan tr nhan ro:
Nhng ac trng kinh te quan trong
cua nganh
Nhng lc lng tac ong co the
lam thay oi nganh
Nhng hng canh tranh trong nganh
Nhng yeu to thanh cong then chot
(KSFs)
 Phng phap
Chuyen gia
D oan khuynh hng nganh
da vao lch s
Chuyen gia ben trong
S dung may tnh

Thu thap thong tin

 Nhng ngi d nh xam nhap

Nhng
nha
canh tranh
Nha Ngi
cung trong
mua
cap nganh
S canh
tranh
cua cty

San pham thay the

Phan tch thong tin
Kha nang mac ca cua ngi mua xem xet
kha nang duy tr khach hang
Kha nang mac ca cua nha cung cap on
nh, gia thap
Nhng ngi mi tham nhap gi gia thap,
van ong CP
S e doa cua san pham thay the gia thap,
a ra san pham tng t, tang dch vu khach
hang
S canh tranh chien lc pho bien duy tr hoac
gia tang sc mua
Cung cap san pham mi
Tang nang suat e giam chi ph
Tao s khac biet gia san pham hien co
va canh tranh
 Nhng yeu to thanh cong chu yeu
trong nganh (Key Success Factors KSFs):
Ky thuat cai tien, chat lng R&D
Nganh san pham rong, chat lng SP
Kenh phan phoi hieu qua
Chieu th hieu qua, gia hap dan
Nguon tai chnh, nguon nguyen lieu
thuan li
Kinh nghiem cua cong ty
Chat lng nguon nhan lc

Moi yeu to co tam quan trong

khac nhau trong nhng nganh khac
nhau trong nhng thi iem khac
 Phan tch canh tranh:
Nhan ro nhng muc tieu chien
lc c ban cua oi thu
Nhng chien lc chung ang s
dung hoac d tnh xac nh KSFs
quan trong nhat hien nay va trong
tng lai
Nhng chien lc phong thu hoac
tan cong ang s dung hoac d
tnh
b/ Phn tch nh gi mi trng bn trong
Nguon tai lc
Nguon lc vat chat
Nguon nhan lc
Phan tch chuoi gia tr la
phng hng ma nhng hoat
ong chnh yeu va ho tr c
ket hp e cung cap san pham,
gia tang gia tr va li nhuan
 Phan tch chuoi gia tr

C s ha tang (cau truc, lanh ao)

Nguon nhan lc
Nghien cu va phat trien
Quan tr cung ng
au Thc au Marketing Dch
vao hien ra va ban vu
hang
 Chuoi gia tr bao gom:
Hoat ong chu yeu (Primary activities)
au vao
Thc hien san pham cuoi cung
au ra
Marketing va ban hang
Dch vu

Hoat ong ho tr (Support activities)

C s ha tang cong ty
Quan ly nguon nhan lc
Ky thuat
Quan tr cung ng
 2.4. Xac nh muc tieu
Hai cach
1/ S thc hien hay nhiem vu chc nang
Kha nang sinh li
Marketing
San xuat
Tai chnh
Quan ly nguon nhan lc
2/ Khu vc a ly hay SBU (Strategic Business
Unit) nhiem vu chc nang
S dung hieu qua thac o (Cascading
Effect) MNC at muc tieu li nhuan cho
toan cong ty, moi vung a ly hay SBU
lai an nh muc tieu li nhuan MNC at
c li nhuan mong muon (tng t vi 4
chc nang then chot)
III- CC LOI HNH CHIN LC QUC T

3.1. Chien lc quoc te ( International

Strategy )
3.2. Chien lc a quoc gia
( Multinational Strategy )
3.3. Chien lc toan cau ( Global Strategy )
3.4. Chien lc xuyen quoc gia
(Transnational Strategy )
 t c cc mc tiu ra khi tin hnh
hot ng kinh doanh quc t, cc cng ty cn phi
la chn phng hng chin lc thch hp.
Vic la chn chin lc no ty thuc vo s tc
ng ca 2 nhn t:

a/ p lc ca chi ph
b/ p lc p ng yu cu ca a phng u t
 Cao
Chin lc
Chin lc Xuyn quc gia
Ton cu
p lc chi ph

Chin lc Chin lc
quc t a quc gia

Th
p Thp p lc p ng nhu cu a phng Cao
3.1. Chien lc quoc te
( International Strategy )

Cng ty coi mnh l trung tm, thc hin cc

hot ng kinh doanh trn c s pht huy cc
th mnh ca mnh.
Chin lc ny c s dng khi c p lc
chi ph cng nh p lc p ng yu cu ca
a phng u thp.
Nhim v ca cng ty Kh nng to li nhun
Kiu lnh o Tp trung ha cc nng lc ct li, cn li
phi tp trung.
Chin lc Lin kt ton cu
C cu t chc Phn chia theo sn phm
Vn ha Nc ch nh
K thut Sn xut i tr
Chin lc Marketing Pht trin sn phm theo nhu cu ca
khch hng trong nc
Chin lc li nhun Li nhun c mang v nc ch nh
Hot ng qun l Hot ng nc ngoi do ngi nc
ngun nhn lc ch nh qun l
 Cu trc t chc phn chia theo sn phm

Ban Lnh o

B phn ni a B phn ni a B phn quc t

Ban lnh o Ban lnh o Ban lnh o
sn phm A sn phm B sn phm quc t

Quc gia 1 Quc gia 2

Ban lnh o Ban lnh o
Cc sn phm Cc sn phm
A, B, A, B,
3.2.Chien lc a quoc gia
( Multinational Strategy )

Cng ty coi mi quc gia l mt th trng

ring bit vi nhng khc bit v vn ha cao.
Hnh thnh nn nhng cng ty c hot ng
nc ngoi nhng cc hot ng ny c lp
nhau gi l chin lc a a phng.
Chin lc ny c dng khi p lc chi ph
thp nhng p lc p ng yu cu ca a
phng cao.
 Nhim v ca cng ty p ng yu cu a phng
Kiu lnh o Phi tp trung, t di ln (n v a
phng t mc tiu)
Chin lc Thch ng quc gia
C cu t chc Phn chia khu vc
Vn ha Nc s ti
K thut Sn xut nhm (mc thp)
Chin lc Marketing Pht trin sn phm theo nhu cu a
phng
Chin lc li nhun Li nhun gi li nc s ti
Hot ng qun l ngun Ngi a phng c s dng vo
nhn lc nhng v tr then cht
 Cu trc t chc phn chia theo khu vc

Ban Lnh o
Tp on

Nhm SX ton cu Nhm SX ton cu Nhm SX ton cu

Ban lnh o Ban lnh o Ban lnh o
sn phm A sn phm B sn phm C

Khu vc 1 Khu vc 2
Ni a Quc t
 u im Nhc im
a phng ha cc yu Khng thy c tnh
cu v cng tc marketing kinh t ca a im
sn phm t c s Khng th khai thc cc
thch ng vi a phng tc dng ca ng cong
kinh nghim
Khng th lun chuyn
cc nng lc c bit ra th
trng nc ngoi
3.3. Chien lc toan cau ( Global Strategy )
Cng ty xem th trng th gii l mt th
trng thng nht. ng thi cng ty s tin n
thng nht ha, tiu chun ha cc gi tr ca
cng ty kt hp cc li th cnh tranh nhm
gim chi ph, tng li nhun.
Chin lc ny ph hp vi nhng lnh vc
c p lc cao v chi ph nhng p lc v nhu
cu a phng thp (vd ngnh cng nghip bn
dn) nhng khng ph hp vi lnh vc sn xut
hng tiu dng do p lc p ng nhu cu a
phng cao
Nhim v ca cng ty Tng li nhun trong khi mc p ng yu
cu a phng thp
Kiu lnh o Tng i tp trung, thng lng gia
vng v cng ty con
Chin lc Lin kt khu vc vi mc thch ng
thp
C cu t chc Kt hp theo sn phm v theo vng (t
chc theo dng ma trn
Vn ha Tnh khu vc
K thut Ch to linh hot
Chin lc Tiu chun ha theo vng
Marketing
Chin lc li nhun Li nhun c ti phn phi theo vng
Hot ng qun l Ngi trong khu vc nm gi v tr ch
ngun nhn lc cht trong khu vc.
 Cu trc t chc dng ma trn

Ban lnh o
KV1 KV2 KV3

B phn sn phm A

B phn sn phm B

B phn sn phm C
 u im Nhc im

Khai thc c cc tc Thiu s thch ng vi

dng ca ng cong a phng.
kinh nghim
Khai thc c tnh
kinh t ca a im
3.4. Chien lc xuyen quoc gia
(Transnational Strategy )
Cng ty thc hin mt chin lc nhm t
c tt c cc mc tiu mt cch ng thi. Bng
cch lun chuyn cc li th cnh tranh bn trong
cng ty ng thi cng cng phi ch p ng
yu cu ca a phng.
Chin lc ny ph hp vi nhng lnh vc m
p lc v chi ph v p ng nhu cu a phng
cao, cng ty c gng t c ng thi 2 mc tiu
l gim chi ph v to s khc bit cho sn phm
Nhim v ca cng ty p ng c hai
Kiu lnh o Kt hp gia tp trung v phi tp trung,
thng lng tt c cc cp ca t chc
Chin lc Lin kt ton cu v thch ng quc gia
C cu t chc Mng li t chc (bao gm c c ng)
Vn ha Ton cu
K thut Ch to linh hot
Chin lc Marketing Sn phm quc t vi s khc bit a
phng
Chin lc li nhun Ti phn phi trn c s ton cu
Hot ng qun l Nhng ngi gii gi v tr ch cht bt
ngun nhn lc c ni no trn th gii
 u im Nhc im
Khai thc cc tc dng ca Kh thc hin bi
ng cong kinh nghim cc vn v t
Khai thc tnh kinh t ca a chc.
im
a phng ha yu cu v sn
phm v cng tc marketing
t c s thch ng vi a
phng
Hng li t hot ng hun
luyn ton cu
IV- CC CP CHIN LC

4.1. Chin lc cng ty

4.2. Chin lc kinh doanh

4.3. Chin lc chc nng

4.1. Chin lc cng ty

a/ Chin lc kinh doanh n l

Sn phm v dch v n l
Tp trung chuyn mn ho
Cnh tranh yu km trc s thay i
b/ a dng ho lin quan
DN c th thc y nng lc c bit, tng kh nng
cnh tranh
u im: - t ri ro trong cnh tranh
- To hiu qu KT quy m cho DN
- S dng cng ngh hoc chuyn mn
ho
Nhc im: - Chi ph iu phi cc hot ng lin
quan
- Cc b phn KD cng b nh hng
c/ a dng ho khng lin quan
DN hot ng trong cc ngnh khng lin quan
n nhau
u im: - Cng ty m d dng tng vn ri
phn b vn u t vo nhng lnh
vc c li
- Ri ro gim i v DN t b l thuc vo
bin ng KD theo chu k
- e do canh tranh t b nh hng ti
ton b DN
- D b i cc hot ng KD km li
nhun
Nhc im: - Thiu s hp lc v b tr nhau
ca cc hot ng KD khng lin
quan
- Kh khn trong qun tr
 4.2. Chin lc kinh doanh

Tp trung vo cc hot ng kinh doanh c

th do tp trung vo mi trng cnh
tranh ca tng hot ng KD
DN thng s dng trong mi th trng
a l m n ang hot ng
Chi n l c khc bi t ho
Chi n l c d n d t chi ph
Chi n l c t p trung

Gip cc DN ci thin nng lc c

bit i vi hot ng kinh doanh
4.3. Chin lc chc nng

Chien lc marketing quoc te

thiet ke e nhan ro nhu cau khach
hang va hnh thanh ke hoach hanh
ong cho viec ban san pham theo
theo c muon nhng khach hang
nay. Xay dng tren 4P
Chien lc san xuat quoc te
c thiet ke phu hp vi ke hoach
marketing e am bao tao ra ung
san pham va phan phoi ung luc
 Chien lc tai chnh quoc te
c xay dng va kiem soat t
van phong nc nha, thong qua
ch tieu hoan von, li nhuan, ngan
sach von, tai tr khoan n, quan
tr von lu ong,
Chien lc to chc va quan
ly nguon nhan lc quoc te
xem xet cac qua trnh tuyen chon,
ao tao, tnh toan thu nhap va cac
moi quan he lao ong trong moi
 42

Ba m c chi n l c

CHIN LC CNG TY
Chin lc kinh doanh n l
a dng ho lin quan
a dng ho khng lin quan
CHIN LC KINH DOANH
Dn dt chi
Khc bit ho Tp trung
ph

CHIN LC CHC NNG

Ti chnh Marketing T chc HR R&D

V- CC NHN T CH YU TC NG N
CHIN LC QUC T CA CNG TY

1/ Lin kt ton cu, tng hiu sut, gim chi

ph
2/ Ton cu ho th trng
3/ Li ch hiu qu cu tiu chun ho
4/ a phng ho sn phm
5/ Khc bit th hiu v s thch ngi tiu
dng
6/ Chnh sch cu chnh ph nc s ti
1/ Lin kt ton cu, tng hiu sut, gim chi ph

Hin nay, th trng ton cu sn xut v tiu

th khong 20% sn lng th gii v c d
bo s tng gp 12 ln, tiu th ti80% sn
lng ton cu vo nm 2025.
Th trng ton cu nhiu mt hng nh:
ha cht, th tn dng, dch v ti chnh, k
ton, thc phm, chm sc y t, truyn thng,
sn phm lm sn, cng ngh thng tin, t,
vin thng, v nhiu mt hng khc na ang
hnh thnh ngy cng r nt.
Qu trnh ton cu ha th trng v khai thc
hiu qu v li ch t vic tiu chun ha sn
phm l hai nhn t to ra sc p i vi cc
2/ Ton cu ho th trng

Xu hng tm kim v chp nhn cc sn phm

ton cu, c tiu chun ha nh sn phm Ipod,
Iphone ca Apple, mn hnh tinh th lng ca
Samsung, my nh k thut s ca Nikon, hay
qun o hiu Zara.
Do chc nng ca tin t l kh nm gi, kh
tit kim v lun khan him nn ngi tiu dng
trn ton cu mun ti a ha sc mua ca mnh
bng cch mua c hng ha cht lng cao vi
mc gi thp nht c th.
V l thuyt, ngi tiu dng khng quan tm ai
l ngi cung cp sn phm, min sao sn phm
p ng c nhu cu v mang li gi tr s
3/ Li ch hiu qu cu tiu chun ho

Cc cng ty a quc gia thc hin tiu chun ha

sn phm u ra, nguyn liu v mua sm u vo,
quy trnh phng php v chnh sch trn phm vi
ton cu ca c h thng gip cng ty gim ng k
cc chi ph vn hnh.
Thit k sn phm ton cu hay thc hin qung
co, tip th sn phm vi thng ip ton cu, DN s
tit kim ng k khi thc hin tiu chun ha cc
hot ng trong chui gi tr ca mnh.
T do ha thng mi, HNKTQT, cc DN t nhng th
trng v nn kinh t mi ni cng l nhng yu t
lm thc y mnh m hn qu trnh tiu chun ha
hot ng sn xut kinh doanh trn ton cu, khai
4/ a phng ho sn phm

Sc p phi iu chnh hot ng ca mnh

theo cc iu kin ca th trng a phng.
S khc bit trong mi trng kinh doanh cc
nc khc nhau trn phng din chnh tr, lut
php, kinh t, vn ha.
Hai yu t c bn lm tng sc p i vi
doanh nghip trong vic phi iu chnh, a
phng ha cc hot ng ca mnh:
+ S khc bit trong th hiu v s thch
+ Chnh sch ca chnh ph ncs ti.
5/ Khc bit th hiu v s thch ngi tiu dng
Vn ha khc bit ca tng quc gia.
Thit k v sn xut sn phm ph hp
p dng cc phng thc marketing ph hp
vi tng th trng.

Doanh nghip phi xc nh li chui gi tr

Trn thc t, i vi mt s ngnh, chui gi tr

thit k theo m hnh ton cu th khng mang li
li ch cho doanh nghip bi cc sn phm khng
ph hp vi phng thc tiu chun ha.
V d: i vi thc phm ch bin, nh cng ty
Nestl th sn xut v tip th ti th trng a
phng s hiu qu hn v ph hp hn vi th
hiu, vi i th cnh tranh v s khc bit trong
chui cung ng v h thng phn phi ca mi th
6/ Chnh sch ca chnh ph nc s ti

Khc bit trong mi trng chnh tr, php l v

kinh t mi quc gia cng lm nh hng ti
quyt nh ca cng ty khi thm nhp vo quc
gia .
V d:Trong ngnh dch v y t, chm sc sc
khe. Ngnh c phm c nhu cu trong vic
bn cc sn phm c tiu chun ha ging
nhau nhng hu ht ti mi nc, chnh ph li
p dng mt h thng qun l ring bit i vi
hot ng pht trin, thc hnh v cung cp dch
v y t nh cc th tc ng k thuc, bin php
qun l gi dc phm
 Cc ngnh trong quan h kt hp sc p
Cao Cn Hng khng
tiu chun
Bn dn in t dn dng
ho v kim
Sc p lin kt ton cu,

sot tp Ho cht Ngn hng cho cty

trung ton Ngn hng cho t chc TM in t
gim chi ph

h thng CN t Sn

Thp Trang phc

Khng cn Hng ho v dch v Chm sc sc kho
tiu chun doanh nghip c th K ton
ho v kim bn v xut khu ra th Thc phm ch bin
sot tp
trng nc ngoi Ngn hng bn l
trung ton
h thng Thp Cao
Khng cn iu chnh v thc Cn iu chnh v thc
hin phn cp khi bn cng hin phn cp khi bn cc
loi SP ti cc th trng SP khc bit ti cc th
ging nhau trng khc bit
Sc p phi a phng ho