2. INTERNATIONAL EXECUTIVE MBA PROGRAM (leMBA)
Chirang trinh cao hoc Quan trj kinh doanh Quoc te
LUAN VAN TOT NGHIEP
PHAN TICK VA LlTA CHON CHIEN LlTOC PHAT TRIEN CHO
• • •
CONG TY CO PHAN MAY HO GlTOM
GIAI DO AN 2007 - 2012
NINH THI TY
IEMBA#3
THANG 05, 2007
3. INTERNATIONAL EXECUTIVE MBA PROGRAM (leMBA)
Chirang trinh cao hoc Quan trj kinh doanh Quoc te
BAN LUAN VAN NAY DUQC N Q P CHO
TRl/CJNG DAI HOC IRVINE (HOA KY)
VA
KHOA QUAN TRI KINH DOANH
(TRUrCJNG DAI HOC QUOC GIA HA N Q I )
BAN LUAN V A N LA M Q T PHAN BAT BUQC TRONG CHLTONG TRINH
DAO TAO THAC SY Q U A N TRI KINH DOANH QUOC TE
THANG 05, 2007
4. Phe duyet ciia Chuong trinh Cao hoc quan trj kinh doanh quoc te
Chu nhiem chuong trinh
Toi xac nhan rang luan van nay da dap irng duge cac yeu cau cua mot iuan van tot nghiep
thugc chuong trinh dao tao Thac sy Quan tri kinh doanh.
Cong Ty
P G S - T S . VU
Chu tich Hoi ddng
Chung toi, ky ten dudi day xac nhan rang chiing toi da dgc loan bg luan van nay va cong
nhan ban luan van hoan toan dap ung cac tieu chuan cua mot luan van Thac sy quan tri kinh
doanh.
TS. Nguyen Viet Anh
Giao vien hudng dan
Cac thanh vien Hoi dong
(Xep thir tu ten theo bang chu' cai)
TS. Nguyen Viet Anh
TS. Ta Nggc Cau
NCS. Trin Phuong Lan
PGS-TS. Ngd Kim Thanh
5. CAMKET
Toi xin cam ket rang ndi dung cua ban luan van nay chua dugc nop cho bat ky mot
chuong trinh cap bang cao hgc nao cung nhu bat ky mot chuong trinh dao tao cap bang nao
khac.
Toi ciing xin cam ket them rang ban luan van nay la nd lire ea nhan cua tdi. Cac ket
qua, phan tich, ket luan trong luan van nay (ngoai cac phan dugc trich dan) deu la ket qua
lam viee cua ea nhan tdi.
Hoc vien
Ninh Thi Ty
6. MUCLUC
PHAN MQ DAU 1
1. Ly do chgn de tai 1
2. MUC dich va cau hoi nghien cuu 2
3. Cau true ciia luan van 3
CHLTONG 1 - CO SQ LY LUAN 4
1.1 Tong quan ve chiln luge va quan trj chien luge 4
1.1.1 Chiln luge la gi? 4
1.1.2 Vai trd ciia chien luge 5
1.1.3 Quan tri chien luge 5
1.1.4 Mo hinh quan tri chiln luge 6
1.1.5 Qua trinh quan trj chien luge 8
1.2 Quy trinh xay dung va phat trien chien luge cho mot td cbuc 9
1.2.1 Su menh va muc tieu 9
1.2.2 Phan tich mdi trudng vT mo 10
1.2.3 Phan tich moi trudng nganh 12
1.2.4 Phan tich mdi trudng vi mo 19
1.2.5 Phan tich, ting hgp dilm manh, diem yeu, ca hoi, thach thue - Mo
hinh SWOT 24
1.3 Cac cap chien luge 27
1.3.1 Chien luge cSp cbuc nang 27
1.3.2 Chiln luge kinh doanh 30
1.3.3 Chien luge canh tranh 36
1.3.4 Chien luge c4p cong ty 38
CHLTONG 2 - PHLTONG P H A P NGHIEN CULl 40
2.1 Muc dich nghien ciru 40
2.2 Dinh hudng va chien luge nghien cuu 40
2.3 Phuong phap thu thap dir lieu 40
2.4 Phuong phap phan tich dir lieu 40
2.5 Gidi han ciia nghien cuu 41
CHUONG 3 - PHAN TICH MOI TRLTQNG H O A T D O N G SAN X U A T KINH
DOANH CUA CONG TY CO P H A N MAY HO GU'OM 42
3.1 T6ng quan vl Cong ty cd phan may Ho Guam 42
3.2 Phan tich moi trudng kinh doanh ben ngoai cong ty 45
3.2.1 Phan tich mdi trudng vT md 45
3..3.2 Phan tich mdi trudng nganh 48
3.3 Phan tich moi trudng kinh doanh ndi tai cua cdng ty 58
3.3.1 Qua trinh hinh thanh va phat triln cong ty 58
3.3.2 Phan tich Igi thI canh tranh, va ban che ciia Cong ty trong giai doan mdi 60
3.4 T6ng hgp va phan tich md hinh SWOT 61
CHUONG 4 - DE X U A T X A Y Dl/NG CHIEN LLTOC P H A T TRIEN CHO CONG
TY CO P H A N M A Y H O GU'OM ( T I T N A M 2007-2012) 63
4.1 Dk xuk chiln luge 63
4.1.1 Chiln luge c^p chure nang 63
4.1.2 Chiln luge kinh doanh 65
4.1.3 Chiln luge cap cdng ty 67
7. 4.1.4 Chien luge canh tranh 67
4.1.5 Chiln luge hdi nhap 68
4.2 Tdng ket djnh hudng phat triln chiln luge ciia Cong ty c6 phan may Ho Guam69
4.2.1 MUC tieu chung 69
4.2.2 Muc tieu chien luge ciia cong ty 69
4.2.3 Dinh hudng phat triln theo timg giai doan 70
Phu luc 1 - Gidi thieu ve Cong ty c6 phhn may H6 Guam 71
Phu luc 2 - Bao cao ket qua boat ddng kinh doanh trong 10 nam 74
8. PHAN MOf DAU
1. Ly do chgn de tai
Trong nhimg nam gan day, nganh det may Viet Nam da trd thanh mot trong nhiing nganh
bang xuat kbau miii nhgn vdi kim ngach xuat khau ngay cang tang. Nam 2006, kim ngach
xuat khau det may dat gan 6 ty USD chi dung thu hai sau nganh dau khi va cbiem 15%
tdng kim ngach xuat khau cua ea nude. Mot trong so nhung cdng ty may da khang dinh
dugc thuang hieu va uy tin ciia minh tren thi trudng trong va ngoai nude la Cong ty c6
phan may Ho Guam.
Thanh lap vao nam 1993 tu quy mo nho vdi ban 80 thiet bi va 100 lao ddng, sau mudi nam
boat ddng, cdng ty cd phan may Ho Guam da tien nhiing bude dai ngoan muc vdi tdc do
phat trien binh quan khoang 50%/nam. Hien nay, cdng ty cd phan may Ho Guam da trd
thanh mot trong mudi cdng ty hang dau ve xuat khau hang det may tren khoang 2000
doanh nghiep may tren toan quoc. Dan dau ve tdc do tang trudng, quy md san xuat cua
cdng ty da cd mat d nhieu tinh thanh vdi 13 xi nghiep thanh vien va tren 5000 lao dong.
Cdng ty cd phan may Ho Guam da va dang tien phong trong viec hinh thanh va xay dung
chien luge phat trien dai ban nhu:
• Xuat khau vao thi trudng My tu nam 1998
• Cd phan boa sdm nhat trong so cac doanh nghiep det may
• Xay dung va phat trien cac vung kinh te mdi: Hung Yen, Hai Phong, Ha Tay, Thai
Nguyen, Bac Can... tirnam 1999
• Da dang boa nganh nghe: may mac, thuang mai, dich vu, bat ddng san, giao due...
Ke tu khi Hiep dinh ATC cham dut hieu lire, che do ban ngach dugc dd bd ddi vdi cac
thanh vien WTO (11/2006), ban dd det may the gidi da cd nhiing thay ddi dang kl, trong
do ro net nhat la sir bung nd xuat khau va tang thi phan nganh det may ciia Trung Qudc,
An Do va mot so qudc gia khac. Sau khi trd thanh thanh vien chinh thirc ciia WTO
(11/01/2007), nganh det may Viet Nam dung trudc nhieu ca hoi mdi va thach thuc Idn.
1
9. Mot trong nhung thach thuc Idn nhdt la sir canh tranh quylt liet khdng chi giua cac doanh
nghiep Viet Nam, giira cac qudc gia det may ma ngay ca cac doanh nghiep det may nude
ngoai d Viet Nam vdi Igi thi ve von, ky thuat, cdng nghe va kinh nghiem hang tram nam.
Theo nhan dinh cua cac chuyen gia trong va ngoai nude, xuat khau det may Viet Nam vdi
tdc do tang trudng 12%/nam' thi kim ngach xu4t khau cd the dat tdi muc 12 ty USD nam
2010 va 22 ty USD nam 2020. Hoa minh vao lan song tang trudng ciia nganh, Cong ty c6
phan may Ho Guam dir tinh tdc do tang trudng kim ngach xuat khau trong nhijng nam tdi
se la 30-35%/nam, ngoai ra cong ty ciang tap trung vao phat trien thi trudng ndi dja.
So vdi 10 nam trudc, hudng di mdi cua cdng ty c6 nhieu thay ddi. Thay vi lien tuc md rgng
quy md san xuat thi trong 10 nam tdi, cdng ty se dau tu vao chieu sau, cai tien cong nghe.
doi mdi thiet bi, xay dung va phat trien chinh sach thu hiit va giu chan ngudi tai. Mat khac,
cong ty C dinh hudng se mua lai boac trd thanh c6 dong chien luge ciia cac doanh nghiep
O
det may khac cd quy md nho va hieu qua san xuat kinh doanh chua cao vdi muc tieu den
nam 2010 c6 the hinh thanh mot tap doan det may Idn manh hang dau Viet Nam. Tren thuc
te, cdng ty da thanh cdng trong vu mua lai cong ty cd phan may Chien Thang vao nam
2006.
Vdi vai trd la ngudi dan dudng va dinh hudng dudng Idi, chinh sach phat trien cho cdng ty
cd phan may Ho Guam trong thdi gian tdi, tdi quyet dinh lira chgn de tai: "Phan tich va lira
chgn chiln luge phat trien cho cdng ty cd phan may Ho Guam 2007-2012" lam dl tai luan
van tdt nghiep Chuang trinh Thac sy Quan tri kinh doanh ciia minh.
2. Muc dich va cau hdi nghien cuu
Muc dich cua de tai nghien cuu nay la nam bat dugc qua trinh thiet ke, xay dung chiln
luge va de xudt dugc mot chien luge phat trien tdng the cho Cdng ty cd ph4n may Hd
' Theo Bao cao ciia Thu truong Bo Cong nghiep Bui Xuan Khu tai cupc hop cua Hi?p hoi det may Chau A Thai Binh
Duang 11 nu6c(nam 2006)
2
10. guam trong giai doan 5 nam tdi (2007-2012). De dat dugc muc dich nay, nghien cuu se
dung lai d pham vi tra Idi dugc nhung cau hoi nghien cuu sau:
• Nhung Igi the va ban che ciia Cdng ty cd phan may Ho Guam trong dieu kien boat
ddng san xuat kinh doanh hien tai la gi?
• Dau la nhijng ca hdi va thach thuc ddi vdi Cong ty cd phan may Hd Guam trong giai
doan phat trien mdi?
• Lam the nao de thiet ke va lira chgn dugc mot chien luge phat trien phu hgp vdi nang
luc hien tai ciia Cdng ty va thich nghi dugc vdi mdi trudng kinh doanh trong giai doan
mdi?
3. Cau triic ciia luan van
Luan van sau day bao gdm 4 chuang va phan md dau. Tom tat ciia moi chuang dugc trinh
bay nhu sau:
• Chuang 1 - Phan md dau
• Chuang 2 - Ca sd ly luan
• Chuang 3 - Phuang phap nghien cuu
• Chuang 4 - Phan tich mdi trudng boat ddng san xuat kinh doanh cua Cdng ty c6 phin
may Hd Guam
• Chuang 5 - De xuat xay dung chien luge phat trien cho Cdng ty cd phkn may Ho
Guam (2007-2012)
11. CHU'ONG 1 - CO s d LY LUAN
1.1 Tdng quan ve chien luae va quan tri chien luac
1.1.1 Chien luuc la gi?
Chiln luge la nhijng each thuc ma thong qua do cd the dat dugc nhiing muc tieu dai ban.
Ndi each khac, chien luge la nai ma doanh nghiep cd gang vuan tdi trong dai han. Trong
bat ky td cbuc nao, chiln luge deu ton tai d vai cap do khac nhau - trai dai tu toan bd to
chuc (boac mot nhdm cac td cbuc) cho tdi tirng ca nhan lam viec trong td cbuc do. Trong
kinh doanh, chien luge cd the la su md rgng ve mat dia ly, da dang boa san pham, phat
trien san pham, xam nhap thi trudng, cat giam boac giai the, sat nhap hay thon tinh, lien
doanh boac nhugng quyen... Hoach dinh chien luge phai dua tren viec khai thac, phat huy
dugc nhung Igi the ciia minh (cac nguon lire va nang luc) de don dau nhQ-ng ca hoi. va doi
mat vdi nhung thach thuc cua mdi trudng kinh doanh day bien dong.
Michael L.Porter, mot giao su ndi tieng ciia trudng Dai hgc Harvad - My, nam 1996, da
trinh bay nhiing quan diem mdi day tinh thuyet phue cua minh ve chien luge trong bai phat
bieu "Chien luge la gi?":
• Thii" nhat: Chien luge la sir sang tao ra vi the mang tinh gia tri va dgc dao thong qua cac
boat ddng khac biet hoa.
• Thu hai: Chien luge la su lira chgn, danh ddi trong canh tranh.
• Thu ba: Chien luge la viec tao ra su hai boa trong tat ca cac boat ddng ciia Cong ty.
Cd the ndi rang, chien luge la mot pham tru rgng, c6 rat nhieu quan diem khac nhau vl
chien luge, va xay dung chien luge, trong pham vi ndi dung luan van nay xin dugc sir dung
khai niem chien luge theo quan diem cua Massey va cac cdng sir ( nam 2005), theo dd
Chien luge la mot loat cac boat ddng mang tinh dai ban dugc de ra de dua mot doanh
nghiep tu vi tri hien tai den mot vi the mong mudn trong tuang lai nham xac lap lai Igi thi
canh tranh ddi vdi cac doanh nghiep khac tren thi trudng.
12. Theo quan diem nay, chien luge bao trum toan bg cac boat dong cua doanh nghiep. Viec
hoach djnh chien luge cho doanh nghiep ddi hoi phai cd nhirng hieu biet sau sac ve moi
trudng ben trong, ben ngoai ciia doanh nghiep, de tu dd thiet ke dugc mot chien luge phat
trien phu hgp nhat cho cong ty minh.
1.1.2 Vai trd ciia chien lucre
Chien luge cd tam quan trgng dac biet trong boat dong san xuat kinh doanh ciia doanh
nghiep. Chien luge gdp phan lam cho mot td chuc nang ddng ban trong viec dir bao trudc
dugc nhimg bien dong ciia mdi trudng, tu do c6 the kiem soat dugc boat dong ciia minh.
Trong nen kinh te thi trudng bien nay, mot chien luge dugc thiet ke hieu qua se trd thanh
tien de quan trgng tang sue canh tranh va tbiic day su phat trien ciia doanh nghiep.
1.1.3 Quan trj chien luac
Quan tri chien luge la mot van de dugc rat nhieu nha kinh te ciing nhu cac quan tri gia
quan tam. Theo nghia rgng nhat, quan tri chien luge la qua trinh thuc hien '"cac quylt dinh
chien luge" - do la cac quyet dinh dl tra Idi 3 cau hdi chinh: (i) Chiing ta dang d dau? (ii)
Chiing ta se di tdi dau? (iii) Chiing ta se di tdi dd bing each nao?
pham vi nghien cuu ve quan tri rat rgng va da dang trong thuc tl van dung nen d moi gdc
nhin ngudi ta l^i dua ra cac quan diem khac nhau ve quan tri chiln luge. Trong gidi ban
cua nghien cuu, bai luan van nay xin gidi thieu mot dinh nghla vl quan tri chiln luge dugc
su dung rgng rai d mot sd nude va dugc nhilu nha kinh tl chip nhan, nhu sau: Quan tri
chien luge la nghe thuat va khoa hgc ciia viec xay dung, thuc hien va danh gia cac quylt
dinh tdng hgp cho mdi td chuc de cd the dat dugc muc tieu da dl ra. Theo quan diem nay.
quan tri chien luge cbii trgng vao viec phdi kit hgp cac ngu5n lire cua quan tri nhu
marketing, tai chinh/ke toan, san pham/tae nghiep... ddng thdi nghien cuu va phat trien be
thong truyen thong trong va ngoai doanh nghiep de dat dugc hieu qua chung.
13. 1.1.4 Mo hinh quan tri chien luac
Qua trinh quan tri chien luge thudng dugc nghien cuu va sir dung tbdng qua cac mo binh.
Md hinh quan tri chien luge dugc trinh bay dudi day la md hinh dugc sir dung rgng rai
nhat, vi da cung cap mot each ro rang va ca ban cac phuang phap tiep can trong viec lap,
thuc thi va danh gia chien luge. Mdi lien he giija cac bude, cac giai doan trong qua trinh
quan tri chiln luge duge trinh bay tbdng qua md hinh 1 dudi day:
14. Hinh 1: Md hinh quan ly chien luo-c
Sir menh
Muc tieu
L
Phan tich ngoai vi Mo hinh SWOT Phan tich noi tai
Co-hoi & Thach thuc Lu-a chon chien liroc Diem manh & Diem yeu
Chien luo'c
cap chuc nang
Chien lu-ffc
Kinh doanh
Chien lu-ac
toan cau
Chien lu'o'c
cap cong ty
Thuc hien chien luo'c
^' '' ^'
Thiet ke co" cau to Phoi hffp chien luac, Thiet ke he thong
chuc C " cau va kiem soat
O kiem soat
I"
Quan ly thay doi
chien luac
15. 1.1.5 Qua trinh quan trj chien luo'c
Tren thuc tl, qua trinh quan tri chiln luge hoan chinh bao g6m 3 phan dugc mo ta tronj
bieu do sau:
7.7,5.7 Phan tich chien luac
Phan tich chien luge la phan tich ve diem manh ve vi the ciia doanh nghiep va hieu dugc
nhiing nhan to ben ngoai quan trgng cd the anh hudng tdi vi the dd. Qua trinh phan tich
chien luge cd the dugc trg giiip bang nhiing mot so cong cu bao gom:
• Phan tich PEST - ky thuat hieu mdi trudng vT md trong do doanh nghiep dang boat
ddng.
• Lap ke hoach bao gom nhieu phuong an chgn - ky thuat xay dung nhieu vien canh khac
nhau cd the xay ra trong tuang lai cho doanh nghiep.
• Phan tich 5 lire lugng (Five- Force Model- Michael Porter) - ky thuat xac dinh cac lire
lugng cd the anh hudng den muc do canh tranh trong mot nganh
• Phan doan thi trudng - ky thuat tim kiem each xac dinh sir gidng va khac nhau giua cac
nhdm khach hang boac ngudi su dung.
• Ma tran chinh sach dinh hudng - ky thuat tom tat Igi the canh tranh ciia mot doanh
nghiep tren nhirng thi trudng cu the.
8
16. • Phan tich doi thu canh tranh - hang loat ky thuat phan tich de tim ra vi the canh tranh
tdng the cua doanh nghiep
• Phan tich nhan td thanh cong then chdt - ky thuat nham xac dinh nhung khu virc ma
mdt doanh nghiep can phai lam tdt ban de canh tranh thanh cdng.
• Phan tich md hinh chuoi gia tri (value chain)- mot ky thuat de xac dinh nhiing yeu to
tao ra gia tri tu ben trong doanh nghiep.
• Phan tich md hinh SWOT - mot ky thuat ngan ggn hiiu ich de tdm tat nhiing van de
then chdt ngay sinh tu viec danh gia mdi trudng ben trong tac ddng ciia mdi trudng ben
ngoai doi vdi doanh nghiep.
L 1.5.2 Lira chgn chien luac
Qua trinh nay lien quan tdi viec hieu ro ban chat cac ky vgng ciia nhiing nha gdp vdn de
xac dinh dugc cac tuy chgn chien luge, sau do danh gia va chgn lira cac tuy ebon chien
luge.
1,1,5,3 Thuc hien chien luac
Khi mot chien luge da dugc phan tich va lira chgn, nhiem vu khd khan va phuc tap nhat la
bien nd thanh hanh ddng trong to chuc.
1.2 Quy trinh xay dung va phat trien chien luac cho mot to chuc
1.2.1 Su menh va muc tieu
Qua trinh quan tri chien luge bat dau bang viec xac djnh su menh va muc tieu ciia td chuc.
Su menh la ly do ma mot td chuc ton tai va nhiem vu ma td cbuc can thuc hien trong tuang
lai. Muc tieu la ket qua ma td chuc mudn dat dugc.
L2.L1 Sit menh
Theo cac chuyen gia ve chien luge thi cac thanh phan dac trung sau day khong thi thilu
khi phae thao su menh ciia mot td chuc:
• Muc dich ciia td chuc
17. • Nhu cau va mong mudn ciia cac khach hang muc tieu
• Bdi canh thiet lap va xac dinh muc tieu
L2.I.2 Muc tieu
Tbdng thudng, muc tieu thudng lien quan tdi:
• Cac kit qua ve mat tai chinh: Igi nhuan, doanh sd, chi phi
• Cac mdi quan tam cua khach hang: so lugng, chat lugng, dich vu, thdi gian thuc hien
De thiet lap muc tieu can phai dam bao cac yeu td
• Cd the do ludng dugc
• Cd tinh thuc te
• Co tinh thach thuc
1.2.2 Phan tich moi trudng vi mo
Hinh 2: Moi trudng kinh te vl mo
Moi trudng ^ Moi trudng
chinh tri & ^ ky thuat,
phapiy -^ cong nghe
Doi thii canh
tranh tiem tang
Doi thu canh
tranh hien t^i
San pham thay
the
Moi trudng Moi trudng
kinh te nhan khau
hoc
Moi trudng van
hoa xa hni
1.2.2.1 Moi tru&ng ky thuat - cong nghe
Nhiing thay ddi ve mat ky thuat cd the lam hoan thien han cac san pham, dich vu hien biiii,
ddng thdi ciing tao ra nhieu san pham mdi. Mot trong nhung anh hudng quan trgng cua
10
18. thay ddi ky thuat la nd cd thi tac ddng din muc do cao thAp ciia cac rao can gia nhap thi
trudng, nhanh chdng thilt lap lai ca ciu canh tranh trong nganh. Muc dich ciia phan tich
moi trudng ky thuat la xac dinh anh hudng ciia cdng nghe va quy trinh mdi tdi doanh
nghiep, san phAm, khach hang, ngudi cung cap va ddi thii canh tranh. Khi tim hieu ve moi
trudng ky thuat, nha quan ly cd the nghien cuu ve cac cong nghe mdi, trinh do phat trien
ciia cdng nghe, toe do chuyen giao cong nghe, va lieu Chinh pbii cd tai trg cho viec nghien
cuu va phat trien cdng nghe mdi khdng.
1.2.2.2 Moi tru&ng vdn hod - xd hoi
Anh hudng cua cac ylu to mang tinh xa hdi den nen kinh te ndi chung, mdt nganh kinh te
hay mdt cdng ty ndi rieng the hien ro nhat trong tap quan, thdi quen sinh boat, tieu dung, tu
duy mua sim, thai do va phong each song.... Nhan biet va don dau cac xu hudng tieu dung
se mang lai sue manh canh tranh va thanh cdng cho doanh nghiep. Muc dich ciia viec tim
hieu ve mdi trudng xa hdi la xac dinh thai do va hanh vi cua cac chii the/ khach hang cd
mdi lien he vdi doanh nghiep va san pham cung cap
Mat khac, mdi trudng xa hdi edn bao gdm ca nhiing yeu td lien quan den nhan khau hgc
nhu dan sd, tdc dd tang va sir phan bo dan sd, ca cau do tudi va gidi tinh, thu nhap, trinh dd
hgc van va tudi thg trung binh... Nam bat dugc cac yeu td ve nhan khau hgc ciing giiip cho
doanh nghiep ude lugng dugc kich cd, dung lugng thi trudng va khai thac dugc diing cac
dac diem ciia thj trudng de tim kiem Igi nhuan.
1.2.2.3 Moi tru&ng kinh te
Dieu kien mdi trudng vT md se quyet dinh sir thinh vugng cua nin kinh tl ndi chung, va su
thinh vugng va phat trien chung ciia nen kinh te, den lugt nd, lai anh hudng den kha nang
hoan von, sinh Idi ciia mot cdng ty. Nhin chung, phan tich mdi trudng kinh tl la viec xac
dinh cac yeu td kinh te vT md ngan va dai ban anh hudng tdi doanh nghiep va nganh ngbl
kinh doanh. Bon yeu td quan trgng nhat ciia kinh te vT md la tdc do tang trudng, lai su4t
vay, ty gia hdi doai va ty le lam phat. Tdc do tang trudng anh hudng din muc do canh
11
19. tranh trong nganh, nghien ciiu ve cac giai doan trong chu ky kinh te ciing giiip doanh
nghiep dir doan dugc trien vgng tang trudng kinh te trong tuang lai. Lai suat ngan hang se
anh hudng din chi phi vdn ciia cong ty va muc cau cua ngudi mua trong trudng hgp bg di
vay tai chinh. Ty gia hdi doai anh hudng tdi kha nang canh tranh ciia mdt cdng ty tren thi
trudng thi gidi. Cuoi cung, ciing mang tinh quyet dinh nhat, ty le lam phat cd the gay bien
dong din nen kinh te, lam giam tdc do tang trudng kinh te, lam tang chi phi von, gay bat
dn khi giao dich ngoai hdi va lam tang ty le that nghiep.
1.2.2.4 Moi tru&ng chinh tri - phap ly
Muc dich ciia viec phan tich mdi trudng chinh tri- phap ly la xac dinh nhiing anh hudng
ciia tinh hinh chinh tri va hanh lang phap ly tdi sir phat trien dn dinh va ben vung ciia
doanh nghiep. Mdi trudng phap ly the hien qua cac quy djnh ve nganh, quy luat canh tranh,
cac quy dinh ve kinh doanh thuang mai vdi nude ngoai, Luat va quy dinh ve thue, Luat lao
ddng, tap quan va Luat pha san. Sir dn dinh ve chinh tri va mdi trudng phap ly thong
thoang, thuan Igi se tao ca hdi cho cac nha dau tu, cac nha doanh nghiep boat dong san
xuat kinh doanh lau dai va phat trien.
1.2.3 Phan tich mdi trudng nganh
Khai niem nganh d day chi mdt nhdm cac cong ty ciing san xuat, kinh doanh san pham hay
djch vu tuang tu, cd the thay the lan nhau. "Thay the" d day dugc hieu la cac san ph4m hay
dich vu dap ling cac nhu cau gidng nhau ve mat ca ban. De nhan dinh dugc ca hdi cung
nhu ddi mat dugc vdi nhiing nguy ca trong tuang lai, nhiem vu ciia ngudi quan ly la phai
phan tich dugc cac ap luc canh tranh trong mdi trudng nganh. De hd trg cac nha quan ly
thuc bien duoc nhiem vu tren, Tien sy Michael E.Porter - Trudng Dai hgc Quan tri kinh
doanh Harvard - da xay dung Md hinh nam Ap lire dugc md ta chi tiet phia dudi day.
12
20. Hinh 3: Mo hinh 5 Ap luc canh tranh ciia Michael Porter
Quyen luc ciia Moi de dga ciia
nguoi cung ddi thu mo
Doi thii
hien tai
Mdi de doa cua sa Quyen luc ciia
pham thay the ngudi mua
1.2.3.1 Doi thu canh tranh tiem nang
Doi thii canh tranh tiem nang la nhung cong ty trong tuang lai cd the trd thanh doi thii canh
tranh ciia chiing ta. Bon rao can gia nhap thi trudng ddi vdi cac ddi thu canh tranh tiem
nang la:
• Su trung thdnh v&i nhan hieu la su yeu thich ma ngudi mua danh cho san pham ciia
mot so cdng ty. Cac nd lire de tang muc do trung thanh ciia ngudi mua vdi nhan hieu la
quang cao lien tuc, bao hd ban quyen san pham, cai tien san pham, duy tri va dam bao
chat lugng, dich vu hau mai tdt... Su trung thanh vdi san pham cang cao thi cang khd
khan cho cac ddi thii tiem nang gia nhap thi trudng vi do chi phi qua cao.
• Lai the chi phi tuyet doi cd dugc tu ba ngudn chii yeu: td chuc boat ddng san xu4t hieu
qua do cd kinh nghiem, bang sang che va bi mat kinh doanh; kiem soat hgp ly ddu vao
san xuat bao gdm lao ddng, nguyen vat lieu, thiet bi va ky nang quan ly; va tilp can
ngudn vdn vdi chi phi thap ban va de dang han cac cdng ty mdi thanh lap.
13
21. • Lai thi kinh ti do quy mo la Igi the ve chi phi danh cho cac cong ty cd Idn. Lgi the nay
cd dugc tii cac ngudn: cat giam chi phi do san xuat hang loat cac san pham dugc tieu
ehudn hoa; chiet khau tu viec mua nguyen vat lieu vdi so lugng Idn, chi phi cd dinh
binh quan san pham thap do san xuat vdi sd lugng Idn, chi phi quang cao binh quan
cung thip. Nhirng lgi the tren da day ddi thii mdi vao the "tien thoai ludng nan" khi
phai can nhae hai lira chgn, mdt la gia nhap vdi quy md nho va cbju bat lgi ve mat chi
phi san xuat, hai la gia nhap vdi quy mo Idn va cbiu rui ro cao ve chi phi von. do la
chua ke hg phai chiu sue ep giam gia ban khi muc cung tren thi trudng tang.
• Ngoai ra cac quy dinh cua Chinh phu, chinh sach bao hd rieng vdi tiing nganh ciing
khien cac ddi thu tiem tang can can nhae trudc khi quyet djnh cd gia nhap thj trudng
hay khdng. Nghien ciiru cua cac chuyen gia cho thay miic do can trd gia nhap thi trudng
la nhan td quyet dinh ty suat lgi nhuan mdt cdng ty noi rieng va toan nganh noi chung,
day gan nhu la mdi lien he ty le thuan.
1.2,3.2 Doi thii canh tranh hien tai
Ap lire thii hai trong md hinh ciia Michael Porter la su canh tranh giiia cac ddi thii hien tai
trong cung mot nganh. Neu doi thii khdng manh thi chiing ta cd the tang gia tu do tang
dugc ty suat lgi nhuan. Ngugc lai neu ddi thii manh thi ta se phai giam gia. Su canh tranh
ve gia se ban che ty le sinh Idi, dac biet su canh tranh giiia cac ddi thu thuc sir manh vdi
nhau se dan den nguy ca ddi vdi ket qua boat ddng cua cdng ty. Do do, canh tranh giiia cac
cdng ty nay da md rgng han tdi ba nhan td sau: (a) ca cau canh tranh trong nganh; (b) tinh
hinh nhu cau; (c) muc do cao thap ciia cac rao can riit khoi nganh.
• Ca cau canh tranh lien quan den sd lugng va su phan bd quy md cua cac cdng ty trong
cung nganh. Ca cau nay se khac nhau tuy thugc vao miic do phan tan hay tap trung. va
do do Cling cd nhieu hudng canh tranh khac nhau. Mdt nganh dugc coi la "phan tan"
gdm nhieu cac cdng ty cd quy md vua va nho, trong sd dd khdng cd cdng ty nao chilm
vi tri tbdng ITnh tren thi trudng. Ngugc lai, mdt nganh dugc coi la "tap trung" se boac
22. bi chilm ITnh bdi mot sd it cac cong ty c6 quy md Idn (da dgc quyen) boac bi chi phoi
chi bdi mdt cdng ty rat Idn (dgc quyen).
Hinh 4: Cu cau canh tranh cua nganh
•fPPip
mire do cao
Nhieu cong ty Mot cong ty
Khong C cong
O Mot cong ty
ty thong trj thong trj (dgc
quyen)
Chia nhau thong trj
Cac nganh "phan tan" c6 dac diem la rao can gia nhap thi trudng d muc thap va cac
hang hoa thugc loai nhu yeu pham, rat khd khac biet boa. Cac cdng ty thugc nganh
nay se gap phai nguy ca "mot eugc do bg hang loat" ciia cac ddi thu mdi khi nhu
ciu vl nganh hang len cao va lgi nhuan tang theo. Viec xuat hien nhieu ddi thii mdi
tren thi trudng den lugt lam bung nd cugc chien ve gia ca. Trong "trd chai" mdi
nay, nhiing "tay chai" bi dudi sue khi sap ve tdi dich se bi loai bd khdi nganh mot
each khdng thuang tiec. Trong cugc chien mang tinh chu ky nay, sir khac biet boa
gan nhu la khdng the, do do chien luge tdt nhat doi vdi mot cdng ty muon tiep tuc
tru lai trong nganh la duy tri chi phi d muc tdi thieu. Chien luge nay cho phep cdng
ty dat dugc doanh sd d miic ky luc d thdi ky "nd rg" va "song sot" qua cac giai
doan khung hoang vi giam gia.
Mat khac cac nganh "tap trung" lai duy tri sir phu thugc lan nhau d muc do cao, bat
ky ddng thai mang tinh canh tranh nao ciia mdt cdng ty se anh hudng true tiep tdi ty
suat lgi nhuan va thi phan ciia mdt cdng ty ddi thii trong nganh, dieu nay se gay ap
23. lire dk cdng ty ddi thu ra don "tra diia" ngay tuc thi. Sir phu thugc trong canh tranh
nay se dky lgi nhuan cua toan nganh giam xudng trong trudng hgp mot trong so cac
cdng ty trong nganh dot nggt giam gia ban, keo theo hang loat cac hanh dong canh
tranh tuang tu ve gia nhung d muc thap ban. Trong nhieu nghien cuu, chudi giam
gia nay dugc md ta nhu mdt vdng xoay chon 6c theo chieu di xuong, keo ket qua
kinh doanh cua toan nganh tut doc. De ban che nguy ca nay, mot sd cdng ty tim
each bam sat gia ciia "ngudi dan dau" thi trudng theo mdt thoa thuan chinh thuc va
phi chinh thiic giira cac cdng ty vdi nhau. Tuy nhien hanh ddng thoa thuan de dua ra
gia cd dinh giira cac cdng ty cung dgc quyen c6 the vi pham phap luat d mot so
nude.
Nhin chung, khi chien tranh gia ca trd thanh mdt moi hiem boa thi cac cdng ty cung tim
each canh tranh ngoai gia vi du su dung cac cdng cu quang cao, xiic tien, dinh vj thuang
bieu, tap trung vao chat lugng, thiet ke... Do cung la nhirng no lire de tao ra sir khac biet,
xay dung va duy tri long trung thanh vdi san pham, thuang hieu va ban che tdi da viec
canh tranh ve gia.
• Tinh hinh nhu cau: Nhu cau ciing la mdt nhan td quyet dinh muc do canh tranh trong
nganh. Nhu cau tang ca tu phia khach hang mdi va khach hang cu se tbiic day sir phat
trien. Mat khac, nhu cau tang ddi khi lam giam ap luc canh tranh do tat ca cac cdng ty
diu tang doanh sd ma khdng nhat thiet phai gianh giat thi trudng ciia nhau. Ngugc lai,
nhu cau giam se tang ap lire canh tranh do cac cdng ty deu nd lire duy tri doanh sd va
thi phan. Trong trudng hgp nay, cdng ty chi cd the tang trudng bang each di gianh giat
thi phan ciia cac ddi thii.
• Rdo can riit khoi ngdnh: la cac yeu td khac nhau cd kha nang giu chan cac cong ty lai
trong nganh ngay ca khi lgi nhuan d miic rat thap. Neu c6 nhieu rao can va cac rao can
nay dii Idn thi rat nhieu kha nang cac cong ty se bi "khda" chat trong mot nganh kinh
doanh khdng mang lai lgi nhuan. Cac rao can nay thudng la:
24. - Sir dau tu Idn vao nha xudng va thiet bi may mdc chuyen dung vdi do thanh khoan
d miic thap;
- Chi phi Idn khi mudn riit khdi nganh, vi du nhu thanh toan tien trg cap that nghiep:
- Nhiing kho khan ve mat tam ly khi cdng ty khong san sang rdi khdi nganh kinh
doanh ma lau nay hg da gan bd; va
- Sir phu thugc mang tinh kinh te vao nganh, cdng ty khdng cd kha nang da dang boa
va chuyen hudng kinh doanh, hoac phu thugc nhieu vao ngudn thu tir nganh hang
nay.
1.2.3.3 Sire ep tit phia ngu&i mua
Ngudi mua d day cd the hieu la ngudi tieu diing cudi ciing, hoac la cac cong ty phan phoi
ngudi ban budn, ban le san pham. Ngudi mua cd the trd thanh ap lire khi hg d vao vi the
dugc quyen ddi hdi miic gia thap ban bay yeu cau ve dich vu phai tdt han. Noi each khac
khi ngudi mua d vi the "yeu", cdng ty c6 the tang gia ban va kiem them dugc lgi nhuan.
Theo Michael Porter, ngudi mua se d vj the "manh" khi:
• Trong nganh cd nhieu doanh nghiep nho, ngudi mua it ve sd lugng va nho ve quy md,
vi the nay cho phep ngudi mua chi phdi ngudi cung cap;
• Ngudi mua mua vdi sd lugng Idn, liic nay ngudi mua cd the mac ca tra gia thap ban:
• Ngudi cung cap phu thugc vao ty le Idn dan dat hang la ciia ngudi mua trong tdng sd
dan hang ciia hg;
• Ngudi mua cd duge tbdng tin tu nhieu nha cung cap san pham vdi miic gia thap va dua
vao dd de tra gia;
• Ngudi mua cd the de dang tiep can vdi nhieu ngudn cung ciing mdt liic; va
• Ngudi mua cd tiem nang tu dap ling dugc nhu cau ciia minh neu trong tuang lai hg sap
nhap nganh dgc.
25. 1.2.3.4 Sire ep tit phia nha cung cap
Cac nha cung cap dau vao c6 the trd thanh nguy ca doi vdi cac nha san xuat neu hg tang
gia hay giam chat lugng ciia dau vao. Ndi each khac, neu nha cung cap d vi the "yeu",
chiing ta cd the gay ap luc giam gia dau vao hay yeu cau hg phai nang cao chat lugng ban
nira. Dudi day la cac trudng hgp ma vi the cua nha cung cap dugc nang len tang cao nhat:
• Khi san pham ma hg ban ra gan nhu khong cd hang thay the va san pham nay lai rat
quan trgng ddi vdi cdng ty;
• Khi nganh hang nay khong phai la mdi quan tam chien luge ciia cac nha cung cap, sir
manh suy ciia hg khdng phu thugc vao nganh hang nay, hg ciing khdng c6 ddng luc de
giam chi phi va cai tien chat lugng;
• Khi nha san xuat phai tdn kem nhieu chi phi cho viec thay ddi nha cung cap va cac san
pham dau vao cua nha san xuat da dugc khac biet hoa;
• Khi nha cung cap tang gia ban vi nguy ca bg cd the sap nhap nganh dgc va canh tranh
true tiep vdi nha san xuat; va
• Khi nha san xuat khdng the tu dap ling nhu cau cua minh bang each sap nhap nganh
dgc.
1.2.3.5 Nguy ca tir cde san pham thay the
San pham thay the la cac san pham cd kha nang dap ling nhu cau ciia khach hang theo each
tuang tu nhu each ciia san pham chinh. Sir xuat hien ciia cac san pham thay the se ban che
kha nang tang gia ciia cac san pham chinh va gay anh hudng den lgi nhuan ciia cdng ty.
Neu mot san pham gan nhu khdng cd hay c6 rat it cac san pham thay the, thi cac cong ty c6
the tan dung lgi the nay de tang gia va kiem them lgi nhuan.
26. 1.2.4 Phan tich mdi trudng vi md
1.2.4.1 Lai the canh tranh
Hinh 5: Mo hinh cac yeu to tao nen lai the canh tranh
Lffi the Kha
qua, 1 K canh tranh: nang
nang y - Chi phi thap dap irng
suat I 1/ Khac bift hoa KHtot
cao
^ ^
Ddi mdi, cai
tien lien tuc
Hieu qua, chat lugng, kha nang dap ling yeu cau ciia khach hang va sir ddi mdi la 4 thanh
to quan trgng de mdt doanh nghiep tao dung dugc lgi the canh tranh ciia minh. San xuat
kinh doanh hieu qua cho phep mdt cdng ty ha thap chi phi san xuat kinh doanh. Chat lugng
san pham, dich vu tdt cho phep cdng ty dinh gia ban cao ban. Su ddi mdi, cac sang kien
trong san xuat, kinh doanh cho phep cong ty vua tang dugc hieu qua viia nang cao dugc
chat lugng. Do do ca bdn yeu td nay giiip cho cdng ty tao ra nhieu gia tri ban nhd viec
giam chi phi, khac biet hoa san pham, dich vu so vdi ddi thu, tu do vugt xa cac ddi thii
trong ket qua kinh doanh.
Hieu qua san xuat kinh doanh dugc do bang each tinh toan lugng dau vao de san xu4t
dugc mdt lugng dau ra nhat dinh, lugng dau vao cang it thi viec san xuat kinh doanh cang
hieu qua. Thanh phan quan trgng nhat dugc tinh den trong hieu qua san xuat kinh doanh la
nang suat lao ddng binh quan ciia nhan cdng, cang nhieu dau ra tren mot nhan cdng thi
19
27. cang hieu qua. Tren thuc te thi nang suat lao ddng cang cao thi chi phi binh quan cho mot
san pham cang thap. De dat dugc nang suat lao ddng cao thi mdi doanh nghiep can phai c6
chien luge, ca cau va he thdng kiem soat phu hgp.
San pham va dich vu chdt luang khdng chi dap ling dugc nhu cau ciia khach hang ve gia
tri sii dung ma edn tao duge do tin cay khi dap ling dugc cac mong dgi khac ciia hg. Anh
hudng cua san pham chat lugng den lgi the canh tranh dien ra d hai mat. Thii nhat, viec
cung cap san pham cd chat lugng cao se tang them gia tri ciia san pham va hinh anh ciia
doanh nghiep dudi con mat ciia khach hang. Theo do, nhan thiic ciia khach hang ve gia trj
ciia san pham va hinh anh ciia doanh nghiep se cho phep doanh nghiep dugc dinh gia ban
cao han. Thii hai, viec san xuat ra cac san pham, dich vu cd chat lugng cao dong nghla vdi
viec doanh nghiep dat dugc hieu qua san xuat cao han, chi phi san xuat thap han. Viec lien
tuc cai tien chat lugng san pham, djch vu gid day khong chi quan trgng ddi vdi viec tao ra
lgi the canh tranh cho doanh nghiep ma ddi vdi nhieu cdng ty nd da trd thanh van de song
con.
Hinh 6: Anh hudng ciia chat luong den Igi nhuan
ang ag Gia
tin cay cao han
liMiiliiiiiiiii^
mmmmmm Lai nhuan
Nang cao cao han
chat luo'ng KMUmMHi
iHliiii^
C
suat lao ddng thap ban
iMIiiHiliiHl
Sang kiin hay su ddi m&i dugc dinh nghTa nhu mdt phuang phap, mdt each thiic mdi ma
doanh nghiep img dung de van hanh boat ddng hay san xuat san pham. Su doi mdi bao
gdm ca nhirng bude tien ve chiing loai san pham, quy trinh san xuat, he tbdng quan ly. ca
c^u td chiic va chien luge phat trien cua mdt cdng ty. Trong dai han, canh tranh cung c6
20
28. the dugc coi la mdt qua trinh dinh hudng bdi cac sang kien va ddi mdi. Nhiing sang kien,
ddi mdi thiet thuc se mang lai lgi the canh tranh cho doanh nghiep nhd sir dgc dao trong
san pham, dich vu ma cac ddi thu khong c6 dugc. Den khi cac ddi thii dat dugc sir doi mdi
tuang tu thi cdng ty da lay dugc sir trung thanh vdi nhan hieu tii phia khach hang. Dieu
nay khien cho cac cdng ty di dau trong sang kien, ddi mdi ludn trd thanh nhan hieu dung d
vi tri sd mdt trong tam tri khach hang d linh virc ma hg dan dau. Vi du nhu khi noi den
may photocopy, ngudi ta nhd den Xerox, tuang tu, may in laser thi phai la HP, kinh mat ap
trong thi phai la Bausch & Lomb, giay the thao thi phai la Nike va do udng c6 gas thi
duang nhien phai la Coca cola...
Khd nang dap irng yeu cau cua khdch hdng la mdt yeu td mang tinh tdng hgp trong lgi
the canh tranh ciia mdt cdng ty. De thuc hien tdt yeu td nay, doanh nghiep can phai lam tot
han ddi thii trong viec xac dinh va thoa man nhu cau ciia khach hang. Viec nang cao chat
lugng san pham, dich vu va lien tuc ddi mdi, cai tien la khdng the thieu khi mudn dap ling
ngay cang tdt ban yeu cau ciia khach bang. Mdt khia canh khac phat sinh khi danh gia kha
nang dap ung yeu cau ciia khach hang la kha nang ca biet boa san pham, djch vu cho phu
hgp vai yeu cau cua cac khach hang ca nhan va nhdm khach hang cu the. Mat khac, kha
nang dap ling yeu cau cua khach hang con tinh den thdi gian dap ung hay phan hoi lai cac
yeu cku va mong dgi cua khach hang, vi du nhu thdi gian xu ly mot dan hang. Ben canh
viec quan tam din chat lugng, sir ca biet boa va thdi gian dap ling, thi cac yeu to nhu thiet
kl san ph4m va cac dich vu hau mai ciing quan trgng khi danh gia kha nang dap ling yeu
cau ciia khach hang ddi vdi mot doanh nghiep.
21
29. 1.2.4.2 ,Md hinh chudi gid tri (Value chain)
Hinh 7: Md hinh Chuoi gia tri
Hoat
dong
hd tra
Dau Nghien ciru San xuat Marketing Dich vu
vao ) & Dau
/ ^ /
/ Phat trien / .^..m,^^^mm^...A Ban hang
_ ra
Hoat ddng ca ban
Khai niem Chudi gia tri hinh thanh tu quan diem nhin nhan mot cdng ty nhu mdt chudi cac
boat ddng nham chuyen hoa cac dau vao thanh nhiing dau ra cd gia tri ddi vdi khach hang.
Chuoi cac boat ddng nay cd the phan biet thanh hai loai la cac hoat dong ca ban va cac
boat ddng mang tinh hd trg.
Hoat dong ca bdn cd the bao gom boat ddng thiet ke, sang tao, chuyen giao san pham,
marketing, xiic tien, va cac dich vu hau mai. Trong md hinh tren, phan boat dong ca ban
dugc chia thanh 4 chiic nang: nghien ciiu va phat trien, san xuat, marketing ban hang, va
dich vu.
• Bd phan Nghien ciiu & Phat trien thuc hien cac cdng viec nhu thiet ke san pham va quy
trinh san xuat, gia tang them gia tri cho san pham va dich vu, khien chiing trd nen hap
din ban ddi vdi khach hang, ddng thdi ket qua nghien ciiu va phat trien cung giiip cho
quy trinh san xuat hieu qua ban, cd the giam dugc gia thanh san xuat.
22
30. • San xuat la qua trinh tao ra san pham hay dich vu, thdng thudng san xuat gan vdi san
pham hiru hinh, tuy nhien doi vdi dich vu - san pham vd hinh, thi qua trinh san xuat lai
dien ra ddng thdi vdi qua trinh chuyen giao dich vu den khach hang. San xuat hieu qua
se cat giam dugc chi phi.
• Marketing va Ban hang sang tao ra gia tri dudi nhieu gdc do khac nhau. Nhd cd quang
cao va dinh vi nhan hieu gia tri dugc tao ra ngay trong sir nhan tbiic ciia khach hang ve
san pham. Nhiing nd lire marketing va thuang mai nay c6 the gia tang gia tri bang each
kham pha ra nhu cau ciia khach hang va truyen dat nhiing nhu cau nay cho bg phan
Nghien ciiu & Phat trien de san pham dugc thiet ke cho phii hgp vdi nhu cau ciia khach
hang.
• Dich vu d day dugc hieu nhu la cac djch vu hau mai va hd trg khach hang trong qua
trinh sii dung san pham. Chiic nang nay nham xii ly cac van de nay sinh trong tam tri
ciia khach hang khi hg gap cac van de ve san pham va tiep tuc hd trg hg sau khi ban
hang.
Hoat dong ho tra trong Chuoi gia tri se cung cap cac dau vao de cac chiic nang tren c6 the
thuc hien dugc, trong md hinh tren quan ly nguon nguyen vat lieu, ngudn nhan lire va ha
ting ca sd cua cdng ty la ba hoat ddng bo trg chinh.
• Chiic nang quan ly ngudn nguyen vat lieu thuc hien viec kiem soat cac ddng nguyen
vat lieu tu giai doan mua sam den san xuat va phan bd, tranh lang phi va ton kho. tang
hieu qua san xuat.
• Chiic nang nhan sir dam bao viec mdt doanh nghiep su dung diing ngudi va hieu qua
nhd cdng tac dao tao, ddng vien, chi tra thoa dang, khi dd ngudi nhan vien sin sang
thuc hien nhiem vu ciia minh la sang tao ra gia tri dua tren tu lieu va cdng cu lao dong
ma hg san cd.
• Ha tdng ca sd ciia mot doanh nghiep c6 the dugc nhin nhan nhu nen tang cua doanh
nghiep, bao gdm ca cau td chiic, he thdng kiem soat, va van hoa cdng ty. Dgi ngii quan
23
31. ly vdi vai trd lanh dao va thiet lap nen nen tang tren cd vai trd quan trgng trong viec tao
ra cac gia tri tdng the ciia cdng ty.
1.2.5 Phan tich, tdng hop diem manh, diem yeu, cu hdi, thach thuc - Md hinh
SWOT
1.2.5.1 SWOT Id gi?
SWOT la tap hgp viet tat nhiing chir cai dau tien ciia cac tu tieng Anh: Strengths (Diem
manh), Weaknesses (Diem yeu), Opportunities (Ca hdi) va Threats (Nguy ca). Phan tich
SWOT la mot khau khdng the thieu trong qua trinh hoach dinh chien luge kinh doanh cua
doanh nghiep khi doanh nghiep mudn phat trien, tiing bude tao lap uy tin, thuang bieu cho
minh mot each chae chan va ben viing. Nd khdng chi c6 y nghTa doi vdi doanh nghiep
trong viec hinh thanh chien luge kinh doanh ndi dia ma con c6 y nghTa rat Idn trong viec
hinh thanh chien luge kinh doanh qudc te nham dap ung nhu cau phat trien cua doanh
nghiep.
Nhu vay, phan tich SWOT la phan tich cac yeu td moi trudng ben ngoai ma doanh nghiep
phai doi mat (cac ca hdi va nguy ca) ciing nhu cac yeu td thugc mdi trudng ndi bg doanh
nghiep (cac mat manh va mat yeu), nham cung cap nhiing tbdng tin huu ich cho viec ket
ndi cac nguon luc va kha nang ciia cdng ty vdi mdi trudng canh tranh ma cdng ty do dang
boat dong.
• Doanh nghiep xac dinh cac ca hdi va nguy ca thdng qua phan tich dii lieu ve thay doi
trong cac mdi trudng: kinh te, tai chinh, chinh tri, phap ly, xa hdi va canh tranh d cac
thi trudng nai doanh nghiep dang boat ddng hoac du dinh tham nhap:
- Cac ca hdi cd the bao gdm tiem nang phat trien thi trudng, khoang trong thi trudng,
gin ngudn nguyen lieu hay ngudn nhan cdng re va cd tay nghe phii hgp.
- Cac nguy ca ddi vdi doanh nghiep cd the la thi trudng bi thu hep, canh tranh ngay
cang khdc liet, nhung thay ddi ve chinh sach cd the xay ra, bat dn ve chinh tri d cac
24
32. thi trudng chu chdt hay su phat trien cong nghe mdi lam cho cac phuang tien va
day chuyen san xuat ciia doanh nghiep cd nguy ca trd nen lac hau.
• Vdi viec phan tich mdi trudng noi bd cua doanh nghiep:
- Cac mat manh ve to chiic doanh nghiep cd the la cac ky nang, ngudn luc va nhirng
lgi the ma doanh nghiep cd dugc trudc cac ddi thii canh tranh (nang lire chii chot
ciia doanh nghiep) nhu cd nhieu nha quan tri tai nang, c6 cdng nghe vugt trdi,
thuang hieu ndi tieng, cd san tien mat, doanh nghiep cd hinh anh tdt trong mat cong
chiing hay cbiem thi phan Idn trong cac thi thudng chii chot.
- Nhirng mat yeu cua doanh nghiep the bien d nhirng thieu sot hoac nhugc diem va
ky nang, ngudn luc bay cac yeu td ban che nang lire canh tranh ciia cac doanh
nghiep. Dd cd the la mang ludi phan phdi kem hieu qua, quan he lao ddng khong
tot, thieu cac nha quan tri cd kinh nghiem qudc te hay san pham lac hau so vdi cac
ddi thu canh tranh...
Kit qua cua qua trinh phan tich SWOT phai dam bao dugc tinh cu the, chinh xac, thuc te
va kha thi vi doanh nghiep se sii dung ket qua do de thuc hien nhung bade tiep theo nhu:
hinh thanh chiln luge, muc tieu chien luge chien thuat va ca che kiem soat chien luge cu
thi. Chiln luge hieu qua la nhirng chien luge tan dung dugc cac ca hdi ben ngoai va siie
manh ben trong ciing nhu vd hieu hoa dugc nhirng nguy ca ben ngoai va han che hoac
vugt qua dugc nhiing yeu kem ciia ban than doanh nghiep.
25
33. 1.2.5,2 Ma tran SWOT
Hinh 8: Md hinh ma tran SWOT
Y e u to ben trong
Phat huy Kh^c phuc
o -<
o
Diem manh Diem yeu
13
Tan dung Giam thieu o
>- o
Co" hoi Nguy CO"
Y e u to ben ngoai
Tu mo hinh tren, cd the thay mot doanh nghiep khdng nhat thiet ciing mdt liic vua phat huy
diem manh, ban che diem yeu, tan dung cac ca hdi va vd hieu hoa cac nguy ca. Tuy tiing
hoan canh va dieu kien cu the ma doanh nghiep cd the lira chgn mot trong bdn chien luge
ket hgp sau day:
• i) Chiln luge Dilm manh - Ca hdi (S-0): Nham theo dudi nhiing ca hdi phii hgp vdi
nhimg mat manh ciia cdng ty;
• ii) Chiln luge Dilm ylu - Ca hdi (W-0): Nham khac phuc cac mat yeu de theo duoi va
nam bat ca hdi;
• iii) Chiln luge Dilm manh - Nguy ca (S-T): Nham tan dung diem manh ciia minh de
giam kha nang bi thiet hai bdi cac nguy ca tu ben ngoai;
• iiii) Chiln luge Dilm ylu - Nguy ca (W - T): Nham hinh thanh mot ke hoach phong
thii dl ban chi cac dilm ylu ciia cdng ty trudc cac nguy ca tu ben ngoai.
26
34. 1.3 Cac cap chien luac
.A
1.3.1 Chien luac cap chirc nang
1.3.1.1 Muc tieu
Muc tieu ciia cac chien luge chiic nang la cai thien va nang cao hieu qua ciia cac hoat dong
chiic nang ca ban trong doanh nghiep, bao gdm san xuat, marketing, quan ly nguyen lieu,
nghien ciiu va phat trien, va nhan sir. Phan nay se de cap den viec nha quan ly cua cac bg
phan chiic nang tren da lam the nao de dat dugc hieu qua va chat lugng, de lien tuc cai tien
va doi mdi, de dap ung tdt nhat cac yeu cau ciia khach hang.
1.3.1.2 Chien luac de dat duac hieu qud sdn xuat kinh doanh
Bang 1: Vai trd cua cac bd phan chirc nang trong chien luac nang cao hieu qua san
xuat kinh doanh ciia cdng ty
Bd phan chuc nang Vai tro chien luge
Nen tang - Phong Dua ra cam ket san xuat kinh doanh hieu qua vdi toan the
each lanh dao cong ty
Hd trg sir hgp tac giiia cac bd phan
San xuat Theo dudi tinh kinh te ciia quy md va dao tao tren cdng viec
de tiet kiem chi phi (neu phu hgp)
Thuc hien he thong san xuat linh hoat
Marketing Lira chgn hinh thiic marketing tren dien rgng de giam dan
chi phi san xuat (neu phu hgp)
Xay dung long trung thanh vdi nhan hieu de han che viec
khach hang chuyen sang mua sam san pham, dich vu ciia
ddi thii
Quan ly nguyen vat - Triln khai he thdng "Just-in-time"
lieu
Nghien ciiu & Phat - Thilt ke san pham cd tinh thuc te, cd the san xuat dugc
27
35. 1
trien Tim kiem cac sang kien ddi mdi quy trinh
Nhan su Chinh thiic boa cac chuang trinh dao tao ky nang
Thuc hien cac nhdm tu quan ly
Thuc hien chi tra theo ket qua cdng viec
1,3,1.3 Chien luac de dat duac sdn pham, dich vu cd chdt luang
Bang 2: Vai trd ciia cac bo phan chuc nang trong chien luac nang cao chat lugng san
pham, djch vu ciia cdng ty
Bd phan chuc nang Vai trd chien luac
Nen tang - Phong The hien phong each lanh dao va cam ket vdi chat lugng
each lanh dao Tim phuang thiic do ludng chat lugng
Dat muc tieu va tao ddng lire
Tilp thu y kien ciia nhan vien
- Thiic dly su hgp tac giiia cac bd phan chiic nang
San xuat Riit ngan cac chu trinh san xuat
Tim ra nguyen nhan ciia cac san pham bj Idi
Marketing Tap trung vao khach hang
- Dap ling cac phan hdi tu phia khach hang bang chat lugng
Quan ly nguyen vat - Thiet lap quan he vdi cac nha cung cap
lieu - Ho trg nha cung cap thuc hien chuang trinh quan ly chat
lugng toan dien (TQM)
Nghien cuu & Phat - Thilt kl san pham de san xuat
trien
Nhan su - Chinh thiic hoa chuang trinh dao tao TQM
- To chiic nhan vien thanh cac nhdm lam viec hudng tdi chat
28
36. lugng
1.1,3.4 Chien luac de lien tuc sang kieny ddi m&i
Bang 3: Vai trd ciia cac bd phan chuc nang trong chien luge sang kiln, ddi moi ciia
cdngty
Bd phan chuc nang Vai trd chien luo'c
Nen tang - Phong Quan ly tong the chuang trinh/ du an
each lanh dao Hd trg su hgp tac giiia cac bd phan
San xuat Phdi hgp vdi bg phan Nghien ciiu & Phat trien de thiet ke
san pham cd the de dang san xuat
Lam viec cung bd phan Nghien ciiu & Phat trien de thiic
day viec doi mdi quy trinh
Marketing Cung cap thdng tin ve thi trudng cho bg phan Nghien ciiu &
Phat trien
Lam viec ciing vdi bg phan Nghien ciiu & Phat trien de phat
trien san pham mdi
Quan ly nguyen vat Khdng cd nhiem vu
lieu
Nghien ciru & Phat Phat trien san pham va quy trinh mdi
trien Hgp tac vdi cac bg phan chiic nang khac, dac biet la bg
phan marketing va san xuat de ddi mdi quy trinh
Nhan su - Tuyen dung cac ky su, chuyen gia tai nang
29
37. 1.1.3,5 Chien luac de dap ung tdt nhdtyeu cau cua khdch hdng
Bang 4: Vai trd eiia cac bd phan chuc nang trong chien luoc nang cao kha nang dap
ling nhu cau khach hang ciia cdng ty
Bd phan chuc nang Vai trd chien luge
Nen tang - Phong - Guang mau trong viec xay dung cam kit vdi khach hang
each lanh dao
San xuat - Dat dugc sir ca biet hoa dap ling nhu cau ciia khach hang
nhd kha nang san xuat linh hoat
Phan hdi nhanh nhd quy trinh san xuat linh boat
Marketing Hieu khach hang
Truyen dat cac phan hdi cua khach hang tdi diing bg phan
chiic nang
Quan ly nguyen vat Phat trien he thdng logistics dam bao kha nang dap ung
lieu nhanh cac nhu cau khong ludng trudc ciia khach hang (JIT)
Nghien cuu & Phat Quan tam den khach hang trong qua trinh phat trien san
trien pham
Nhan su Thiet ke cac chuang trinh dao tao de nhan vien nghT ve
khach hang nhu chinh hg
1.3.2 Chien luac kinh doanh
1.3.2.1 Chien luac kinh doanh Id gi?
Chiln luge kinh doanh la ke hoach su dung cac ngudn lire va nang lire khac biet cua cong
ty dl dat dugc lgi thi canh tranh so vdi cac doi thu tren thj trudng hoac trong nganh. De
dua ra mdt chiln luge kinh doanh diing dan, nha quan ly phai tien hanh ba quyet dinh sau:
• i) Nhu cau ciia khach hang, hoac se thoa man cai gi;
• ii) Cac nhdm khach hang, hoac ai se duge thoa man;
30
38. iii) Cac kha nang rieng biet, hoac nhu cau cua khach hang se dugc thoa man nhu tbi
nao.
Ba quyet dinh nay la trung tam ciia su lira chgn chiln luge cip cdng ty, vi chiing se xac
dinh each thiic ma cdng ty canh tranh trong nganh.
Nhu cau khdch hdng vd su khdc biet hod sdn phdm
Nhu cau cua khach hang la nhiing mong mu6n, mong dgi cd thi thoa man thong qua cac
dac tinh ciia san pham hoac dich vu. Viec khac biet hoa san pham la qua trinh tao ra lgi thi
canh tranh bang viec thiet ke san pham - hang boa va dich vu - de thoa man nhu cau cua
khach hang. Tat ca cac cdng ty phai khac biet hoa san phim cua minh d mdt miic do nhit
dinh de thu hiit khach hang va thoa man mdt nhu clu tdi thilu nao dd ciia hg. Tuy nhien,
mot cong ty khac biet hoa san pham ciia minh d mot miic do cao ban nhilu so vdi cac cdng
ty khac va sir khac nhau nay cd the tao ra lgi the canh tranh.
Mot sd cdng ty chao ban san pham gia thap va it khac biet. Mot so khac tim each tao cho
san pham ciia minh mdt cai gi dd duy nhat de thoa man nhu cau ciia khach hang theo each
ma cac san pham khac khdng the. Tinh dgc nhat nay cd the gan vdi dac tinh vat ly cua san
pham, nhu chat lugng, do tin cay, hoac siic hap dan tu san pham doi vdi cac nhu cau tam ly
ciia khach hang, vi du nhu su hanh dien hay ndi tieng.
Nhdm khdch hang vd phan doan thi trudng
Phan doan thi trudng la each ma cdng ty lira chgn nhdm khach hang dua tren nhiing sir
khac nhau quan trgng ve nhu cau hoac sd thich cua hg de dat dugc lgi the canh tranh. Ndi
chung, mdt cdng ty cd the thuc hien ba chien luge khac nhau ve phan doan thj trudng.
• Thii nhat, khdng nhin nhan cac nhom khach hang khac nhau c6 nhu cau khac nhau,
thay vao do, lira chgn each phuc vu khach hang d lap trung binh. Dieu do c6 nghTa la,
thi trudng cd miic do ddng nhit kha cao va cdng ty ap dung chinh sach khong phan biet
ddi vdi toan bd thi trudng nay.
31
39. • Thii hai, phan chia thi trudng thanh nhieu doan thi trudng khac nhau va phat triln san
pham dap ling nhu cau ciia tiing doan thi trudng nay.
• Thii ba, nhin nhan thi trudng dugc phan doan va chi tap trung vao phuc vu mdt doan thi
trudng, edn ggi la "khe hd thi trudng" hay thi trudng ngach.
Tai sao doanh nghiep mudn lira chgn phan thi trudng va san xuat ra san phim tuang thich
vdi timg phan doan thi trudng han la san xuat duy nhat mdt san phim phuc vu loan bd thj
trudng? Cau tra Idi la quyet dinh san xuat nhieu san pham cho nhilu thi trudng ngach se
cho phep cdng ty thoa man nhu cau khach hang tot ban. Do do, c4u ciia khach hang vl cac
san pham se tang va tao ra nhieu doanh thu cho han la trudng hgp cdng ty chi san xult mot
san pham cho ca thi trudng.
Nang luc khdc biet hod
Van de thii 3 trong chien luge kinh doanh la quyet dinh theo duoi cac nang lire rieng biet
nao do de thoa man nhu cau cua khach hang va cac nhdm khach hang. Nhu da trinh bay d
tren, cd 4 each khac nhau de duy tri dugc lgi the canh tranh, dd la hieu qua, chat lugng, doi
mdi va kha nang dap ling khach bang. Do do, doanh nghiep phai td chiic va phdi hgp cac
nang luc rieng biet mot each tdi uu de dat dugc lgi the canh tranh mong muon.
1,3.2,2 Lira chon chien luac kinh doanh
Cac cdng ty theo dudi chien luge kinh doanh nham chiem dugc lgi the canh tranh cho phep
hg vugt qua ddi thii va dat dugc lgi nhuan tren miic trung binh. Doanh nghiep c6 the lira
chgn ba hudng canh tranh, do la: chi phi dan dau, khac biet hoa, hay tap trung.
32
40. Hinh 9: Md hinh cac chien luac kinh doanh
Chdo bdn SP chi cho Chdo bdn SP cho
mot nhdm khdch hdng nhieu loai khdch hdng
Chdo bdn SP chi phi 'Chien l i m ^ n i
thap cho khdch hdng phi thap tap phi thap
trung
Chien luac 9
Chien luac
m
Chdo bdn SP doc dao
khac biet hoa khac biet hoa
cho khdch hdng
tap trung
Chien luac chi phi dan dau
Theo chien luge nay, doanh nghiep vugt qua doi thii nhd san xuat san pham hay dich vu d
miic chi phi thap ban ddi thu bang mgi each. Hai lgi the ciia chien luge nay la:
• Thii nhat, vdi chi phi san xuat thap, doanh nghiep c6 the dinh gia ban thap ban ddi thii
ma van duy tri dugc miic lgi nhuan tuong tu.
• Thii hai, neu sd lugng ddi thii canh tranh tang va cac cdng ty bat dau cugc chien ve gia,
doanh nghiep van cd the vugt trdi trong cugc dua mdi vi chi phi san xuat thap.
Trong ca hai trudng hgp tren, doanh nghiep van dat dugc lgi nhuan tren miic trung binh
cua nganh. Vay lam thi nao de mdt cdng ty trd thanh ngudi dan dau ve chi phi?
• Lira chgn chiln luge: Nha dan dau ve chi phi lira chgn khac biet hoa d miic thap, vi chi
phi cho viec khac biet boa rat tdn kem. Viec huy ddng nhieu nguon lire de phat trien
san pham khdng phai la muc tieu ciia chien luge dan dau ve phi. Mat khac, chien luge
nay cGng khdng cho phep cdng ty theo dudi nhieu phan doan thi trudng ma ngugc lai
dinh vi san pham ciia minh cho nhiing khach hang d Idp trung binh vi chi phi cho viec
phat triln san phim d l dap ung nhilu phan doan thi trudng vdi nhung nhu c4u khac
nhau se rdt cao. Nang luc rieng biet dugc phat huy bdi nhung cdng ty theo dudi chien
luge nay la tang cudng hieu qua kinh doanh bang each giam chi phi thap han doi thii.
33
41. Trong do, san xuat va quan ly dau vao hieu qua la hai trgng tam ciia chiln luge nay.
Cac chiic nang khac cua cdng ty se bam sat va bo trg hai trgng tam tren.
• l/u diem ciia chien luge nay la cd lgi thi vl mat chi phi ban so vdi cac d6i thii hien tai,
it bi anh hudng khi cac nha cung d p tang gia dau vao, it bi tac ddng nlu ngudi mua
gay siic ep ddi giam gia ban, cd siic manh ddi vdi cac nha cung d p khi mua dIu vao
vdi sd lugng Idn do thi phan Idn, khong e de trudc sir canh tranh ciia cac san phim thay
the vi cd the san sang canh tranh ve gia bat ky khi nao, cuoi ciing lgi thi ve chi phi thap
khien cho rao can gia nhap thi trudng cao, cac doi thu tiem nang khd long gia nhap thj
trudng vdi miic chi phi thap nhu vay.
• Han che ciia chien luge nay la doi thu canh tranh c6 the tim each san xuat vdi chi phi
thap va danh bai "nha dan dau ve phi" ngay tren "san chai" cua minh vi cac doi thii nay
C the ling dung nhiing thay ddi ve mat ky thuat hoac hg c6 the nhai lai phuang phap
O
san xuat vdi chi phi thap ciia "nha dan dau ve phi" mdt each de dang. Mot ban che khac
niia la trong khi theo dudi chien luge chi phi thap, doanh nghiep da thay ddi "khau vi"
cua khach hang bang each sii dung nhirng dau vao thay the vdi chi phi thap han, ket
qua la khach hang da phan ung lai va tay chay hang ciia cong ty.
Chien luge khdc biet hod
Muc tieu cua khac biet hoa la cbiem dugc lgi the canh tranh nhd viec thiet ke mdt san
phim dugc cho la dgc dao d mdt chi tiet nao day. Kha nang khac biet hoa san pham nay
giiip cdng ty cd thi dua ra gia ban cao ban miic trung binh ciia nganh.
• Lira chgn chiln luge: Cdng ty cd thi lira chgn mdt trong ba chien luge sau de khac biet
hoa. Thii nhit, khac biet hoa dua vao sang kien va ddi mdi, dac biet ddi vdi cac san
phim ky thuat cao. Thii hai, khac biet hoa dua vao kha nang cham soc khach hang, vi
du nhu cac dich vu hau mai, bao dudng, sua chua san phdm. Thii ba, khac biet hoa
bang each dap ung cac nhu clu vl mat tam ly chang han nhu nhu cau tu khang dinh.
Ngoai ra, nhirng cdng ty theo dudi chien luge nay ludn tim kiem cang nhieu ngudn de
34
42. khac biet hoa duge san pham ciia minh cang tdt, vi chien luge ciia hg cang kho cho doi
thii sao chep.
• Chien luge khac biet hoa cd uu diem la khach hang se trung thanh han vdi thuang hieu,
cac nha cung cap ciing san sang dap ung dau vao cho san xuat vi dugc tra gia cao,
ngudi mua ciing san sang tra gia cao vi nhan dugc su khac biet boa tu san pham hg
mua, gan nhu khdng san pham thay the hoan toan va cac ddi thii tiem nang ciing kho
long gia nhap thi trudng vi kha nang theo dudi sir khac biet boa la mot rao can Idn doi
vdi bg.
• Han che ciia chien luge nay la kha nang theo dudi den ciing va dai ban su dgc dao trong
con mat ngudi tieu dung. San pham du dgc dao den may cung de dang bi sao chep, do
do nii ro Idn nhat cua nha theo duoi chien luge khac biet boa la phai lien tuc tim each
khac biet hoa ngay cang cao neu khdng muon bi doi thii vugt mat.
Chien luge ket hgp
Day la each cdng ty theo dudi ca chien luge dan dau ve phi va chien luge khac biet boa
cung mdt liic. Nhu da phan tich d tren thi muon chi phi san xuat thap thi khdng nen khac
biet boa boac duy tri sir khac biet d miic thap, vi chi phi cho khac biet boa rat tdn kem. Tuy
nhien, mdt cong ty cd thi duy tri chiln luge khac biet boa vdi miic chi phi thap nhd nhiing
thay ddi ciia khoa hgc cdng nghe va kha nang ling dung linh boat nhiing cdng nghe nay.
Chien luge tap trung
Chiln luge nay hudng vao phuc vu mdt nhdm khach hang nhat djnh, vao mot thi trudng
ngach. d day, vi tri dia ly, loai khach bang, va ddng san pham cd the la cac tieu chi de
phan chia thj trudng. Cd thi la chien luge chi phi thap tap trung hoac khac biet bda tap
trung. Ngudi theo chiln luge chi phi thap tap trung se chi phai canh tranh vdi cac nha dan
dhu vl phi tren mdt vai phan doan trudng, tuang tu vdi chiln luge khac biet hoa tap trung.
Ben canh nhiing lgi thi ro rang ma chiln luge nay mang lai, thi cd ba nguy ca c6 kha nang
xay ra vdi chiln luge thi trudng ngach nay; mdt la vi san xuat vdi san lugng nho nen chi
35
43. phi san xuat chae chan cao han ciia cac cong ty san xuat chi phi thip, hai la thi trudng
ngach cd the dot nhien bien mat do thay doi ve ky thuat hoac thi hilu ciia ngudi tieu diing,
ba la vin c6 kha nang la cdng ty chuyen khac biet hoa se canh tranh dl danh lay phin thj
trudng ngach nay.
1.3.3 Chien luge canh tranh
Chien luge da dgng hod sdn phdm
Cac cdng ty hiem khi san xuat mot san phim duy nhit, thdng thudng hg san xuk mot
chuoi cac san pham de phuc vu nhieu phan doan thi trudng khac nhau. Va ciing dl giam
thieu riii ro, hg da dang hoa san pham. Chien luge da dang hoa san pham cd the ban che sir
gia nhap nganh ciia mot sd ddi thu tiem nang.
Chien luge giam gid
Chien luge nay cung nham muc dich han che sir gia nhap nganh cua cac ddi thii, tu do bao
toan lgi nhuan rdng. Vi du nhu mdt cdng ty liic dau cd the dat gia ban cao de thu lgi nhuan
Idn trong ngan han, sau do giam gia manh de cbiem ITnh thi phan va day lui cac doi thii
tiem nang.
Chien luge duy tri khd nang cung vugt cau
Chiln luge nay tap trung san xuat vugt han miic nhu cau hien tai cua khach hang, vdi ngu
y ring bit cii liic nao hg ciing cd the giam gia ban cho tdi khi boa vdn chi nham day lui cac
doi thii canh tranh.
Chien luge dm chi gid
Am thi gia la qua trinh tang hay giam ban vdi ngu y cho ddi thu canh tranh biet miic gia
sip dugc dua ra, qua trinh anh hudng true tilp tdi viec dat gia ciia cac cdng ty. Co 2 each
ma cac cdng ty am chi gia vdi muc dich bao ve chien lugng canh tranh cua minh. Thii nhat,
am chi gia dl thdng bao cho doi thii bilt ring cdng ty dang canh tranh true tilp vl gia. Thii
hai, va rit quan trgng la viec am chi gia cho phep cdng ty phdi hgp hanh ddng mot each
gian tiep va tranh nhiing canh tranh ton kem gay thiet hai cho toan nganh.
36
44. Chien luge gid dan dau
Chien luge nay dugc thuc hien bdi mot cdng ty cbiu trach nhiem viec thiet lap gia tren thj
trudng nganh. Mac du chien luge nay cd the on dinh hoa cac moi lien he trong nganh, bang
each tranh viec canh tranh ddi dau true tiep, nhung chien luge nay ciing cho phep nhiing
cong ty san xuat vdi chi phi cao, khong hieu qua van ton tai.
Chien luge cgnh tranh ngoai gid
Khac biet hoa ciing la mdt trong sd nhung chien luge canh tranh ngoai gia, cho phep cac
cdng ty trong ciing nganh canh tranh chiem ITnh thi phan bang each tao cho san pham ciia
minh nhieu dac tinh uu viet ban ciia doi thii hoac bang nhiing ky thuat marketing dgc dao
nhat. Chien luge tham nhap thj trudng, chien luge phat trien san pham, chien luge da dang
boa san pham va chien luge phat trien thi trudng la ba chien luge canh tranh khac ngoai
gia.
Hinh 10: Md hinh canh tranh ngoai gia
San pham
Dang CO Mai
M
Tham nhap Phat trien
thj trudng san pham
I -
8
•5 a
o
Q ^^^^^^^^^^B
thj trudng hoaSP
Chiin luge kiem soat cdng suat
Khi san xult vugt qua clu, cac cong ty chi con each la giam gia ban dl thanh ly het hang
tdn kho con ban la phai viit bd hang boa di. Tinh trang du cung cd the do cac ylu td ky
thuat, khi mot cdng ty mudn tan dung cdng nghe mdi de san xuat d at nham thu hoi v6n
trudc khi cdng nghe trd nen loi thdi. Tinh trang san xult vugt nhu clu nay cQng cd the bit
37
45. ngudn tu yeu td canh tranh khi cac cdng ty trong nganh khdng mudn cd su gia nhap thi
trudng ciia cac ddi thii mdi. Viec kiem soat dugc cdng suat cho phu hgp vdi hoan canh
thuc te se giiip cdng ty tranh dugc nhiing nguy ca tren.
1.3.4 Chien luge cap cdng ty
Chien luge cap cdng ty la nham xac dinh ITnh vuc kinh doanh ma d dd cdng ty c6 thi gat
hai dugc lgi nhuan trong dai han. De canh tranh dugc trong ITnh vuc nay, cdng ty c6 nhilu
su lira chgn, hoac tap trung vao mdt ITnh vuc duy nhat, hoac da dang boa nhilu ITnh vuc
kinh doanh khac nhau.
Chien luge tap trung vao mot ngdnh duy nhat
Day la chien luge ma cdng ty se ddc toan bd nguon lire de tap trung vao mot nganh duy
nhat va canh tranh thanh cdng. Lgi the la cac ngudn lire ciia cdng ty dugc tap trung va khai
thac triet de nham dat dugc hieu qua toi da. Chien luge nay dac biet quan trgng trong cac
nganh tang trudng nhanh, ddi hdi cung mdt liic phai tap trung dugc ngudn lire Idn. Mat
khac, vi lira chgn mot nganh duy nhat nen nganh dd phai la nganh ma cong ty hieu biet ro
nhit va cd lgi the nhat. Ngugc lai, viec tap trung vao mot nganh duy nhat cung lam cho
cong ty bd qua nhilu ca hdi tang them gia tri, tim kiem lgi nhuan va giam thieu riii ro.
Chien luge da dgng hod ngdnh nghe, ITnh vuc kinh doanh
Cd hai hinh thai da dang boa, mot la da dang boa khong lien he, hai la da dang boa c6 lien
quan. Chiln luge nay cd thi gia tang dugc gia tri bang cac hoat dgng tai ca cau, mua lai,
chuyin giao nang lire, ling dung tinh kinh te ciia quy md. Han che ciia chien luge nay la
ein phai quylt dinh dilm dung diing liic, tiic la tra Idi cau hdi: "Da dang boa tdi miic nao
la du?" hay "Sd nganh hay ITnh vuc ma cdng ty tham gia la bao nhieu?". Mot van de nira la
cin phai phdi hgp thi nao giira cac nganh de cd the dat dugc hieu qua chung. Mat khac. chi
phi hanh chinh dl quan ly mdt bd may da dang hoa nganh va ITnh vuc cung kha t6n kem.
cang nhilu dan vi kinh doanh tham gia vao, cang cIn sir phdi hgp nhieu ban, va tat nhien,
chi phi hanh chinh cang cao ban niia.
38
46. Chien luge lien ket ngdnh dgc
Cd hai xu hudng trong lien ket nganh dgc, hoac la cong ty tu minh san xult dIu vao, hoac
la cdng ty tu minh tieu thu dau ra.
Hinh 11: Md hinh cac bude trong chuoi gia trj
Ngugc -^ i^ Xuoi
dong dong
Moi bude trong md hinh tren deu gia tang gia tri cho san pham. Dieu nay c6 nghTa la mot
cong ty tham gia nhieu bude lien nhau trong chudi gia trj thi gia tri ciia san pham con tang
gap nhieu lan. Cd trudng hgp hdi nhap toan dien khi mdt cong ty tu san xuat toan bg dau
vao hoac la tu tieu thu het sach cac san pham thdng qua he thong ciia minh. Ciing c6
trudng hgp hdi nhap theo dai khi cong ty chi san xuat mdt phan dau vao hoac tu tieu thu
mot phan dau ra. De tao ra gia tri cho chien luge nay, can gia tang rao can gia nhap chuoi
gia tri, cIn ho trg dau tu vao cac tai san dac biet, bao ve va duy tri chat lugng san pham, va
can phai len ke hoach sat thuc ban. Cd mdt sd quan niem phan doi chien luge nay, cac nha
phan bien cho ring chien luge nay se gap phai bat lgi ve chi phi, phai doi mat vdi thay doi
ky thuat, va nhu clu ciia khach hang doi khi khdng chae chan.
39
47. CHirONG 2 - PHirONG PHAP NGHIEN ClTU
2.1 Muc dich nghien cuu
Muc dich nghien ciiu ciia bai luan van nay la md ta qua trinh hinh thanh Chiln luge phat
trien ciia Cdng ty cd phan May Hd Guam trong nam nam tdi bing viec phan tich moi
trudng kinh doanh ben trong, ben ngoai va lira chgn mot chiln luge phat triln phu hgp
trong giai doan mdi.
2.2 Djnh hudng va chien luge nghien cuu
Co hai hudng nghien ciiu phuang phap luan chinh thudng dugc su dung trong cac nghien
ciiu khoa hgc xa hdi ndi chung la nghien cuu dinh lugng va nghien ciiu dinh tinh. Mac du
ca hai phuang phap nay deu dugc su dung trong khi tien hanh nghien ciiu, luan van nay
van nghieng ve phuang phap dinh tinh do dac thu ciia cdng tac nghien ciin ve chien luge.
Cd nam chien luge nghien ciiu khoa hgc xa hdi chinh la phuang phap thuc nghiem,
phuang phap khao sat, phuang phap luu trii, phuang phap lich sir, phuang phap nghien
ciiu tinh hudng. Chien luge nghien ciiu xuyen sudt bai luan van nay la sii dung mdt tinh
hudng cu the de phan tich va dua ra giai phap.
2.3 Phuang phap thu thap du lieu
Hai phuang phap thu thap dii lieu chinh thudng dugc diing trong nghien ciiu khoa hgc la
thu thap dii lieu ca sd, va thu thap dii lieu thii cap. Dir lieu sa cap dugc thu thap thong qua
viec tim kilm va nghien ciiu tai lieu tai ca sd. Dir lieu thii cap dugc thu thap thdng qua
viec phong van sau cac ca nhan cd lien quan, trong do cd Ban giam doc dieu hanh ciia cong
ty dugc nghien ciiu.
2.4 Phuong phap phan tich dir lieu
Phan tich du lieu bao gdm viec kilm tra, phan loai, xem xet va de xuat ket luan tir cac dir
lieu thu thap dugc. Qua trinh phan tich dii lieu gdm ba hoat dgng chinh xay ra dong thdi:
40
48. • Loai tru dii lieu: la qua trinh tap trung, chgn Igc, loai trir, dan gian va chuyin hoa dir
lieu vdi muc dich td chiic lai dir lieu de dua ra ket luan.
• Bieu thi dir lieu: la su trinh bay, the hien cac dii lieu da dugc loai trir mot each c6 t6
chiic va ngan ggn de cd the dua ra ket luan de dang han.
• Dua ra ket luan va xac minh tinh diing dan: la qua trinh d dd ngudi nghien ciai dua ra
nhan xet va giai thich cac ket luan, ddng thdi vdi viec ghi chii cac quy tac, ket cau, sir
phiic hgp, luan chuyen de cd the dua ra dugc ket luan.
Nghien ciiu tinh hudng cu the ve mdt cdng ty la qua trinh loai trir va hien thi thong tin bang
each so sanh khung ly thuyet vdi cac ket qua nghien ciiu. Sau khi nghien ciiu va phan tich
dir lieu, cac cau hdi nghien ciiu se lan lugt dugc tra Idi va cudi ciing la trinh bay cac ket
luan riit ra tir nghien ciiu.
2.5 Gidi han cua nghien ciru
Do thdi gian danh cho nghien ciiu c6 gidi han, va de tai nghien ciiu ve chien luge va quan
tri chien luge la mdt de tai rgng, nen pham vi nghien ciiu ciia bai luan van nay chi gidi ban
d viec phan tich va lira chgn chien luge phat trien phu hgp cho mdt cdng ty cu the trong
vdng nam nam tdi. Ngudi nghien ciiu, bang nhirng kinh nghiem thuc te cua minh trong
boat ddng lanh dao va dilu hanh cdng ty, da thuc hien nhirng nghien ciiu cu the vdi mong
mudn nhirng nghien cuu nay se mang lai nhiing gia tri nhat dinh cho cdng ty ciia minh.
41
49. lirONG 3 - PHAN TICH MOI TRLT^NG HOAT DONG SAN XUAT KINH DOANH CUA
CONG TY CO PHAN MAY HO GU^OM
3.1 Tdng quan ve Cdng ty cd phan may Hd Guam
J.7.7 Thdng tin chung
Ten cdng ty: Cong ty CO phan May Hd Guam
Ten Tieng Anh: Ho Guom Garment Joint-Stock Company
Ten viet tdt: HOGARSCO
Dia chi: 201 - Pho Truang Djnh - Quan Hoang Mai - TP Ha
Ndi
Dien thogi: 84-4 6622574/ 6622021/ 6621342/ 6620924/
6622227
Fax: 84-4 6621111
E- mail: mayhoguom@hn.vnn.vn
Website: www.hoguom.com.vn
Tdng Gidm ddc: Ba Ninh Thi Ty
Nam thdnh lap: 1992
Linh vuc kinh doanh chu yeu. San xuat, kinh doanh, xuat khau hang may mac
Nhan hieu sdn phdm: HOGARSCO / HO GU'OM
Tieu chudn qudn ly chdt luang ISO 9002
Kim ngach xuat khau 23.597.606 USD
Thi tru&ng xudt khdu chuyiu My, Chau Au, Nhat, Nam My
Dien tich nhd xu&ng: 42.000 M^
Dien tich kho nguyen phu lieu: 1 . 7 0 0 M ' + 300M^ + 2.000 M'
Dien tich kho thdnh phdm: 1.000 M H 2 0 0 M ^ + 1 . 0 0 0 M '
Dien tich khu vdn phong: BOOM'
42
50. Tong dien tich dat: 82.000M^ ( 31.000M^ +1.000M^ +50.000M^)
3.1.2 Sa dd bd may td chuc Cdng ty
^ ~
Hdi Dong Quan Trj
1 '
>.
Ban Giam doc
___
r ^
Phong KH -XNK Xi nghiep may 1
Phong Ky Thuat [ Xi nghiep may 2
)
—• Phong Ke Toan { Xi nghiep may 3
)
Xi nghiep may 4 A—
Phong Kinh Doanh { ;
Phong Hanh chinh ( Xi nghiep may 5
)
^ ^ ( Xi nghiep may 6
)
Xi nghiep may 7
)
J
43
51. 3.1.3 Cde xi nghiep tai Hd Ndi, Hung Yen, Hdi Phong, Hd Tdy
, . . J,
Xi Dja diem So cdng Sd may Mat hang san Cdng suat
nghiep nhan mdc thiet xuat (san
sd (ngudi) bj (chiec) pham/nam)
I 201 Truang Dinh- 450 320 Hang thdi trang, 600.000
Ha Ndi quy mo nhd
2 Km 22 Qudc Id 5, 800 500 Hang gia cdng 2.000.000
Thi tran Ban, Yen xuat khau (ao
Nhan, Hung Yen jacket, ao khoac,
quan cac loai)
3 Km 22 Qudc Id 5, 600 420 Hang det kim, sa 2.500.000
Thi tran Ban, Yen mi, do Idt
Nhan, Hung Yen
4 Km 22 Qudc Id 5, 200 150 Hang comple va 600.000
Thi tran Ban, Yen veston
Nhan, Hung Yen
5 Km 83, Qudc Id 600 500 Hang ao jacket, 1.000.000
5A, An Hung, An ao khoac, quan
Hai, Hai Phong cac loai
6 Km 83, Qudc Id 300 200 Hang sa mi. 800.000
5A, An Hung, An blouse
*
Hai, Hai Phong
7 Khu cdng nghiep 800 500 Hang quan ao 2.000.000
Qudc Oai - Ha Tay det thoi cac loai
44
52. 3.1,4 Khdi qudt ket qud hoat ddng kinh doanh cua Cdng ty
Bang : Mot so chi tieu hoat ddng san xuat kinh doanh (2002-2006)
Cac chi tieu 2002 2003 2004 2005 2006
Doanh thu (ty ddng) 39,368 77,173 96,00 171,96 173,90
Kim ngach nhap khdu (Tr USD) 3,90 6,70 7,80 8,50 7.80
Kim ngach xudt khdu (Tr USD) 4,536 9,10 13,60 18,70 23.80
Lai nhuan (ty ddng) 1.101 3.285 3.415 3.50 4.00
Trong nam nam, toe do tang trudng binh quan doanh thu cua Cdng ty CP May Ho Guam la
50%/nam. Tu nam 2002, sau 5 nam, doanh thu tang ban 3 lan, lgi nhuan tang gan 4 lan,
kim ngach xuat, nhap khau deu tang vdi toe do dang ke.
3.2 Phan tich mdi trudng kinh doanh ben ngoai cdng ty
3.2.1 Phan tich mdi trudng vl md
3.2.1.2 Mdi tru&ng kinh te
Nam 2006, tdc do tang trudng GDP cua nIn kinh tl Viet Nam dat gan 8%, trong do toe do
tang trudng xult khiu ciia nganh det may Viet Nam la 20%, ciia tap doan det may Viet
Nam la 13%. Nganh det may trd thanh mot trong nhimg nganh xuat khau mui nhgn ciia
qu6c gia. D I ho trg sir phat triln cua nganh det may ndi chung, Nha nude van tiep tuc ho
trg, tir ngudn vdn ngan sach va ngudn v6n ODA, cac du an quy hoach phat trien viing
nguyen lieu, trdng bong, trong dau, nudi tim; dau tu cac cdng trinh xii ly nude thai: quy
hoach cac cum cdng nghiep det; xay dung ca sd ha ting doi vdi cac cum cdng nghiep mdi:
dao tao va nghien ciiu ciia cac vien, trudng va trung tam nghien ciiu chuyen nganh det
may.
Cac uu dai ddi vdi nhiing du an dIu tu vao cac ITnh vuc san xuat sgi. det. in nhugm hoan
tit, nguyen lieu det, phu lieu may va ca khi det may nhu sau:
45
53. • i) Dugc vay von tin dung dIu tu phat triln ciia Nha nude, trong dd 50% vay vdi lai suit
bang 50%) miic lai suat theo quy dinh hien hanh tai thdi dilm riit vdn, thdi gian vay 12
nam, cd 3 nam an ban; 50%) con lai dugc vay theo quy dinh ciia Quy Ho trg phat trien.
• ii) Dugc coi la ITnh vuc uu dai dIu tu va dugc hudng cac uu dai dIu tu theo quy dinh
ciia chinh sach khuyen khich dIu tu trong nude.
3.2,1,3 Mdi tru&ng ky thuat - cdng nghe:
Nhung thay ddi ve mat ky thuat cd the lam hoan thien ban cac san pham, djch vu hien hiru,
ddng thdi cung tao ra nhieu san pham mdi. Mdt trong nhirng anh hudng quan trgng cua
thay ddi ky thuat la nd cd the tac ddng den miic do cao thap ciia cac rao can gia nhap thi
trudng, nhanh chdng thiet lap lai ca cau canh tranh trong nganh. Muc dich ciia phan tich
mdi trudng ky thuat la xac dinh anh hudng ciia cdng nghe va quy trinh mdi tdi doanh
nghiep, san pham, khach hang, ngudi cung cap va ddi thii canh tranh. Khi tim hieu ve mdi
trudng ky thuat, nha quan ly cd the nghien ciiu ve cac cdng nghe mdi, trinh do phat trien
ciia cdng nghe, tdc do chuyen giao cdng nghe, va lieu Chinh phii cd tai trg cho viec nghien
ciiu va phat trien cdng nghe mdi khdng.
Nhin chung, cdng nghe nganh may ciia Viet Nam d miic trung binh so vdi the gidi, trong
so dd cd mdt so cdng ty may Viet Nam dan dau ve mat cdng nghe, ky thuat nhu May 10,
Viet Tiln, An Phudc... Day la nhung cdng ty cd su dau tu dang ke vao trang thiet bi may
mdc, cd miic do tu ddng hoa cao. Ben canh nhirng may mdc chuyen dung thdng thudng,
cac cdng ty may Viet Nam con tap trung vao viec td chiic mdt day chuyen khep kin,
chuyen mdn hoa tdi da va nhap them nhieu may mdc vdi cac tinh nang dac biet nham gia
tang gia tri cho san phim may mac ciia Viet Nam.
Cung vdi su phat triln ciia kinh tl ndi chung, nganh may mac Viet Nam da nhanh chdng
tilp can vdi cac thilt bi va quy trinh tien tien va hien dai tren the gidi. Cac the he may mdc
dugc san xult tir nhiing nam 1990 da dugc nang d p dang ke va thay ddi bang cac thi he
mdi ban. Thay vi tap trung vao md rgng quy md, sd lugng nhu nhirng nam trudc day, cac
46
54. cdng ty may ciia Viet Nam hien da chii trgng vao dIu tu chilu sau va nang cao gia tri ciia
san pham. Cac hdi chg ve thiet bi nganh det may trong nude va qudc tl dugc td chiic hang
nam tai cac thanh phd Idn ndi tieng vl det may va thdi trang tren thi gidi ciing nhu tai hai
thanh phd phat trien nhIt ciia Viet Nam la Ha Ndi va thanh phd Hd Chi Minh. Sir cd mat
ciia cac thuang hieu hang dau ve thilt bi det may trong nude va quoc tl tai cac hdi chg uy
tin nay da md rgng tam nhin va khuyen khich cac doanh nghiep Viet Nam dIu tu va cai
tien han niia ve ky thuat va cdng nghe, nham nang cao nang lire canh tranh ciia nganh det
may Viet Nam tren thi trudng qudc te.
3.2.1.4 Mdi tru&ng Vdn hod-xd hdi
Viet Nam, vdi quy md dan sd 84,7 trieu ngudi vdi tdc do tang trudng xap xi 1,3%) nam
2006, la mdt thi trudng tieu dung day tiem nang. San pham may mac la mdt loai hang boa
thiet yeu, nhu cau an mac la nhu cau ca ban dau tien trong thap nhu cau cua Maslow. Ciing
vdi sir phat trien ciia kinh te qudc gia, cac thdi quen va tap quan tieu diing, sinh boat ciia
ngudi dan ciing thay ddi theo. Nhan biet dugc su thay ddi trong xu hudng tieu diing cua
ngudi Viet Nam, nganh det may trong nude da nam bat ca hdi, nd lire dap ling nhu cau ciia
thi trudng ndi dia dang ngay mdt Idn manh.
3.2.1.5 Mdi tru&ng chinh chi-phdp lugt
Hiep hdi Det May Viet Nam da ban thao mdt sd ke hoach de bao ve quyen lgi va ho trg
doanh nghiep tan dung ea hdi de thanh cdng nhu: Tien hanh quang ba thuang hieu, xiic
tiln md rgng thi trudng, ho trg cap nhat thdng tin thi trudng va cdng nghe, phat trien ngudn
nhan lire; lam clu ndi giira doanh nghiep trong va ngoai nude, giira cac dan vi, td chiic;
bao ve quyin lgi hdi vien, dac biet la trong dieu kien cac nude nhap khau dua ra cac hang
rao bao hg.
Nhiem vu trudc mit la can nhanh chdng hinh thanh va dua vao boat ddng trung tam
nguyen phu lieu dl cung ung nguyen phu lieu va thiet ke mau mdt cho khach hang. Nham
47
55. thiic day trung tam nguyen phu lieu nhanh chdng boat ddng dn dinh, trong thang 4/2007,
Hiep hdi se td chiic Hdi chg triln lam nguyen phu lieu det may qudc tl tai TP.HCM.
3..3.2 Phan tich mdi trudng nganh
3.3.2.1 Tdng quan ngdnh det may thi giai
Nhin lai lich sii nganh det may thi gidi, ta thiy:
> Nhung nam 1700, An Do chilm 24% tdng gia tri xult khIu toan thi gidi.
> Den 1850, Manchester (Anh) chilm khoang 65% san phIm det may thi gidi.
> Thap ki 1930, thanh phd New York san xult ra 60% quin ao phu nir ban ra tren
toan nude My.
> Nam 2006, Viet Nam gia nhap WTO
> Nam 2010, Trung Qudc san xult ra 50%> sd quIn ao cho thi gidi.
Bang 5: 10 quoc gia u4t khau hang dau the gidi:
1980 1990 2000 2005
Hong Kong 5.0l l t a l y . ^ . - ^ -ntB China 36.1 China 74.2
Italy j ^ China 9,7 Italy 13.2 EU 25 22.6
Germany /2.9 Hong Kong 9,3 Hong Kong 9^ Turkey i,8
S.Korea / 2.9 KKorea 7,9 Mexico / 8.7 India 8.3
WtiH / 2.H Gertony 7.9 USA / 8.6 Mexico 7.3
F r a n c / x 2.3 France 4,7 Gerp^any 6.8 Hong Kong 7,2
BeNeLuxX 4.1 MieLux 6,6 Bangladesh 6,4
^NeLux 1.9 Tiivj/an ^^ ^ ' Turkey 6.5 Indonesia 5.1
China 1,6 5KtW OX) France 5.4 USA 5,0
USA ^ Turkey 3,3 5:i<ci(ea 5.0 Vietnam 4.8
T o t a l s 26,8 Total ^ . 2 Total [ 0 6 , 8 Total 152,7
^ - ^ ^
48
56. 10 nude nhap khau hang dau
1980 1990 2000 2005
USA 27.0 USA 66,4 USA 80,1
UAS 6.9 GgiiDa«r^"^II4 Japan 19.' Jii
BeNeLux y t c f Japan 8.7 Germany 19.3 Japan 22,5
UK y 2.9 France 8,4 UK 13,0 Russia 7.8
lym% 2.6 BeNeLux 8.4 France 11.5 Canada 6,0
Japan 1.5 UK 7.0 BeNeLux 9.6 Switzerland 4.7
Switzerland 1.5, Italy 6.1 Australia 3,1
S w e d e n ^ , . . . - ^ Italy 2.6 Spain 3.8 Korea 2.9
AiistfiT 0.9 Sweden 2,5 Canada 3.7 Mexico 2.5
Italy 0.8 Canada 2.4 Mexico 3.4 Norway 1.9
Total 31.4 Total 90.8 Total 156,5 Total 202.5
Xuat khau cua nganh det may Viet Nam
5 thang nam 2004 5 thang nam 2005
0
Cacniwc
khac
1%
5
NhatBan
^
~ ^
Q 15%
W Is:^ "4
5%
EUJ
1%
6
49
57. Hinh 12:Viet Nam xuat khau di Chau Au
EUR)
1,200
1,055
10000
800 710
600
400
200
0
2000 12001 2002 2003 2004 2005 2006
50
58. Hinh 13: Viet Nam xuat khIu di My
(Mil US$)
3,500
3,222
3000 2,725
2500
2000
1500
1000
500
0
2000 12001 2002 2003 2004 2005 2006
51
59. 3.3.1.2 Su menh vd muc tieu cua ngdnh det may
Su menh dugc hieu nhu la muc dich tdn tai, vay su menh ciia nganh det may chinh la muc
dich nganh det may tdn tai, boat dong san xult kinh doanh va phat triln. Nhijng nam 1970.
1980, nganh may Viet Nam chi dan gian nhim vao viec giai quylt lao ddng ddi du vai tay
nghe thap, chu ylu san xuat dd bao ho lao ddng cho cac nuac Dong Au. Nhirng nam dIu
the ky 21, nganh det may tdn tai khdng chi dl giai quylt nhu clu vl viec lam cho mot bo
phan ddng dao nguai lao ddng, ma edn vi mot ngudn thu lan ddng gdp vao tdng thu nhap
qudc dan va hinh anh cua det may Viet Nam tren thi trudng thi gidi. De hieu ro ban ve
tinh hinh boat ddng va phat trien cua nganh det may Viet Nam, cac cau hdi duoi day se lan
lugt dugc xem xet trong cac phan tiep theo cua muc 4.2.2.
• Khach hang chinh cua nganh Det may Viet Nam la ai? Hien nay, cac doanh nghiep det
may deu tap trung vao boat dong xuat khau, sau khi tiem lire du manh mai phat trien thi
truang noi dia.
• Nganh Det may Viet Nam cung cap nhirng san pham, dich vu chu yeu gi? Cac san
pham may mac xuat khau ciia yeu cua Viet Nam la ao jacket, ao sa mi. comple, va
quan cac loai.
• Nganh det may cd phai xem cdng nghe la mdi quan tam hang dau trong viec cai tien va
nang cao nang suit, chat lugng san pham khdng? Nhii-ng nam gan day cac doanh
nghiep det may Viet Nam da tap trung vao ddi mai va nang cap cdng nghe. Tuy nhien
do cdng tac quan ly chua bit kip vai tdc do ddi mai nen mac du day chuyen cdng nghe
cua Viet Nam kha tien tiln, nhilu khi khdng thua kem nuac ngoai nhung nang suat lao
ddng van chua cao.
• Dau la vi tri cua nganh det may Viet Nam tren thi trudng thi giai? Viet Nam hien dung
thu 4 vl kim ngach xult khIu trong cac qudc gia xult khau det may.
52
