2. INTERNATIONAL EXECUTIVE MBA PROGRAM (leMBA)
ChLTdng trinh Cao hoc Quan trj Kinh doanh Quoc te
KHOA LUAN TOT NGHIEP
CHIEN Ll/OC KINH DOANH
•
CONG TY CO PHAN XAY DLfNG •
CONG TRINH GIAO THONG 872
(NGANH XD-GTVT)
PHAM VAN HAI
leMBA#1
THANG 10,2006
3. INTERNATIONAL EXECUTIVE MBA PROGRAM (leMBA)
Chifdng trinh Cao hoc Quan trj Kinh doanh Quoc te
BAN KHOA LUAN NAY DLTOC NOP OHO
TRLfONG DAI HOC IRVINE (MY)
VA
KHOA QUAN TRj KINH DOANH HSB
(DAI HOC QUOC GIA H A NOI)
BAN KHOA LUAN LA MOT PHAN BAT BUQC
TRONG CHUONG TRINH DAO TAO THAC SY QUAN TRI KINH DOANH QUOC TE
Thang 10, 20006
4. Phe duyet cua Chircmg trinh Cao hoc quan trj kinh doanh quoc te
Chu nhiem chucmg trinh
Toi xac nhan r^ng ban khoa luan nay da dap ung dugc cac yeu cau cua mot khoa luan tot nghiep
thuoc chircmg trinh dao tao Thac sy Quan tri kmh doanh.
Chu tich Hoi dong
Chiing toi, ky ten dual day xac nhan rang chung toi da doc toan bo khoa luan nay va cong nhan
ban khoa luan hoan toan dap ung cac tieu chuan cua mot khoa luan Thac sy quan tri kinh doanh.
ThS. Tran Phuong Lan
Giao vien huong dan
Cac thanh vien Hoi dong
(Xep thu tij ten theo bang chu cai)
TS. Tr§n Ooan Kim
TS. Trin Dang Kham
TS. Nguyen Thi Hong Thuy
ThS. Trin Phu^ang Lan
5. BAN CAM KET
Toi xin cam ket rang noi dung ciia Ban Khoa luan nay chua dugc nop cho bat ky mot
chuang trinh cap bang cao hoc nao cung nhu bat ky mot chuong trinh dao tao cap bang nao
khac.
Toi cung xin cam ket them rang, Ban Khoa luan nay la no luc ca nhan ciia toi. Cac ket qua,
phan tich, ket luan trong Khoa luan nay (ngoai cac phan dugc trich dan) deu la ket qua lam
viec cua ca nhan toi.
Ngiroi cam ket
Pham Van Hai
6. LCn CAM ON
Toi xin tran trgng cam on sir huong dan nhiet tinh, trach nhiem cua giang vien - ba Tran
Phuong Lan va Ban dao tao - HSB, da huong din, tao di^u kien tot nhat cho toi trong suot
qua trinh nghien cuu de hoan thanh Khoa luan nay.
Xin tran trong cam on Cong ty Cp Xay dung cong trinh giao thong 872, Bo GTVT da tao
dieu kien cung cap mot so tai lieu, thong tin trong qua trinh khao sat nghien cuu de tai.
Xin chan thanh cam on tap the lop le MBA - 1, voi su doan ket, gan bo trong ca qua trinh
hoc tap nghien cuu.
Toi xin bay to long biet on den toan the giang vien, can bg cong nhan vien tham gia cong tac
giang day, phuc vu khoa dao tao le MBA - 1, da tan tinh va tao dieu kien giup chung toi
hoan thanh tot khoa hoc
Hoc vien
Pham Van Hai
7. DANH MUC CAC TlT VIET TAT
CLKD : Chien luge kinh doanh
XD : Xay dung
DN : Doanh nghiep
Cong ty 872, Cong ty Cp XDCTGT 872 : Cong ty c6 phkn Xay dung cong trinh giao
thong 872
GTVT : Giao thong van tai
XD - GTVT : Nganh xay dung giao thong van tai
GNP : Tong san pham quoc dan
GDP : Tong san pham quoc ngi
KHKT : Khoa hoc ky thuat
KH & CN : Khoa hoc va cong nghe
DNNN : Doanh nghiep Nha nuac
AASHTO, ASTM : He thdng quy trinh xay dung cua Hiep hoi tu van My
VN : Viet Nam
XDCB : Xay dung co ban
SXKD : San xuat kinh doanh
GTNT : Giao thong nong thon
BOT : Phuong thuc Xay dung, thu phi hoan v6n,chuyen giao
BT : Phuong thuc xay dung ung von truoc, thanh toan tra cham
HDQT : Hoi dong quan tri
PN : Phia Nam Viet Nam
BTXM : Be tong xi mang
KH : K I hoach
Tram trgn BT nhira : Tram trgn be tong nhua nong
PMU, BQL, BQLDA : Ban quan ly du an - Dai dien Chu d^u tu
NNPTNT : Nong nghiep va phat trien nong thon
Duong HCM : Duong H6 Chi Minh
Khu QL GTDT 1, Tp.HCM: Khu Quan ly giao thong do thj thanh ph6 H5 Chi Minh
8. MUC LUC
X
Cam ket.
Loi cam on.
Danh muc cac tir viet tat.
Muc luc khoa luan.
Danh muc bang bieu, do thj, hinh ve.
CHirONG 1: PHAN MCf DAU
1.1. Ly do chon de tai 1
1.2. Muc tieu, muc dich nghien cihi 2
1.3. Phu-ong phap tien hanh 2
1.4. Ket cau cua khoa luan 2
CHirONG 2 : COSCf LY LUAN
2.1. Mot so van de ly luan trong xay dung CLKD 4
2.2. Mot so mo hinh thuong sir dung de phan tich moi truong ben ngoai 8
2.2.1. Mo hinh PEST 8
2.2.2. Mo hinh Five force 12
2.2.3. Mo hinh Industry's succeess factors 15
2.3. Mot so mo hinh phan tich noi bo doanh nghiep 17
2.3.1. Value chain 17
2.3.2. Benchmarkinh '. 20
2.4. Mot hinh tong bop phan tich ben trong va ben ngoai -SWOT 21
2.5. Chien lu-c^c canh tranh chung 23
2.5.1. Chien luge dan dau chi phi 24
2.5.2. Chien luge khac biet hoa 26
2.5.3. Chien luge taptrung 28
2.6. Khai niem ve nang luc canh tranh cot loi 30
2.7. Cac buo'c trong xay dung chien lirffc 32
9. C H U O N G 3 : P H A N T I C H THlTC T R A N G V E C O N G T Y 872
3.L Gioi thieu t6ng quan v e Cong ty Cp XDCTGT 872 36
3.2. Ap dung tong hop mo hinh PEST , Five force, Industry's succeess factors
di phan tich moi truong kinh doanh nganh XD-GTVT 40
3.2.1 Moi truong ben ngoai 40
3.2.2. Moi truong nganh 47
3.2.3. Cac yeu to thanh cong trong nganh 56
3.3. Ap dung Value chain va Benchmarkinh de phan tich noi bo Cong ty 58
3.3.1. Value chain - Chuoi gia tri 58
3.3.2. Benchmarkinh - Phuong phap lay chuan 65
3.4. Phan tich canh tranh, cac chien luoc va lua chon chien lutfc cua DN .... 66
3.5. Phan tich nang luc canh tranh cot 161 cua Cong ty 872 68
3.6. Ap dung mo hinh SWOT de danh gia tong hap vj the Cong ty 872 75
CHU^ONG 4 : K E T L U A N VA K I E N N G H I
4.1. Tomtit chien luoc phat triin cua Cong ty Cp XDCTGT 872 77
4.1.1. T^m nhin 77
4.1.2. Sumang 77
4.1.3.Cac muc tieu chien luge den 2010 va 2015 77
4.1.4 Nang luc canh tranh cot loi cua Cong ty Cp XDCTGT 872 78
4.1.5. Cac chien luge chuc nang 80
a) Chien luge thj tru'ong 81
b) Chien luge cung c5, xay dung, phat tri^n hgp ly ca c^u t6 chuc quan ly
dieu hanh va nguon nhan luc 86
c) Chien luge phat trien cong nghe 93
d) Chien luge huy dong von cho SXKD 94
4.2. Motsohan che va kien nghi nh4m giai quyet nhirng van d§ con ton tai... 102
4.2.1. Motsohan che, cac kien nghi giai quylt nhiing van d^ t5n tai 102
10. a) Doi voi pham vi Cong ty 103
b) Doi voi nganh va nha nuoc 104
4.2.2. Han che cua khoa luan 106
4.2.3. Huong nghien cuu trong tuong lai 107
4.2.4. Ket luan 107
TAI LIEU THAM KHAO 109
PHAN PHU LUC
- Bang 4-8, 4-9 Phan tich tai chi'nh DN Cong ty 872 nam 2001 -2005 Ill
- Quyen va nhiem vu cua cac bg phan, to chuc trong Congty 113
- Danh muc cac du" an GTVT ggi von dau tu nu6"c ngoai 2005-2010 127
11. DANH MUC BANG BIEU, DO THI, HINH VE
TT Noi dung So hieu Trang thu*
1 Mo hinh PSET Hinh 2-1 9
2 So d5 Co cau canh tranh nganh Hinh 2-2 13
3 So do chuoi gia tri Hinh 2-3 19
4 So d6 cac muc tieu chuc nang cheo va chudi gia tri Hinh 2-4 19
5 K^t qua danh gia cua khach hang ve nhung yeu to thanh Bang 2-5 20
cong chu chot cua cae doi thu canh tranh
6 Mo hinh phan tich 3 cap do ben ngoai va ben trong Hinh 2-6 22
7 Ngudn gdc Igi th^ canh tranh va cac chien luge ca ban Bang 2-7 24
8 So dd cac buac Xay dung va thuc hien CLKD Hinh 2-8 33
9 So lieu gia tang von dau tu cho XD-GTVT Do thi 3-1 49
10 K^ hoach v6n dau tu giao thong duong bg 2005-2010 Do thi 3-2 49
11 S6 lieu t6c do tang luan chuyen hanh khach, hang hoa Do thi 3-3 50
qua duong bg
12 Ty trgng dau tu von nuac ngoai cho XD-GTVT Do thj 3-4 53
13 Ca cau von dau tu cho GTVT den nam 2020 Do thi 3-5 53
14 Sa do ca cau to chuc Cong ty 872 Hinh 3-6 58b
15 Chuoi gia tri lien quan den hoat dong ciia Cong ty 872 Hinh 3-7 60
16 Nhung yeu to thanh cong chu chot ciia Cong ty 872 Bang 3-8 65
17 Kinh nghiem thi cong cong trinh ciia Cong ty 872 Bang 3-9 71
18 Danh sach can bg chuyen mon ky thuat Cong ty 872 Bang 3-10 71a
12. 19 Danh sach cong nhan ky thuat Cong ty 872 Bang 3-11 71b
20 Bang ke tai san hu'u hinh, v6 hinh Cong ty 872 Bang 3-12 73
21 So lugng thiet bi thi cong va phan theo gia tri Bang 3-13 74
22 Dia ban kinh doanh cua Cong ty 872 Hinh 4-1 84
23 Cac khach hang Cong ty 872 Bang 4-2 85
24 San lugng Cong ty 872 phan theo san pham Bang 4-3 85
25 Co cau lao dong ky thuat den 2010 v a 2015-C6ng ty 872 Bang 4-4 89
26 Co cau can bg chuyen mon ky thuat den 2010 v a 2015 Bang 4-5 90
27 Muc tieu dau tu thiet bj den 2010 v a 2015-C6ng ty 872 Bang 4-6 93
28 Muc tieu huy dong von den 2010 v a 2015-C6ng ty 872 Bang 4-7 96
29 Phan tich tai chinh DN Cong ty 872 nam 2001-2005 Bang 4-8 111
Bang 4- 9 112
14. CHU^ONG 1
PHAN M 6 DAU
l.L Ly do chon de tai
Ten de tai khoa luan tot nghiep: Xay dung chiin luacphat triin kinh doanh - Nghien
cuu tinh huong Cong ty Cp Xay dung cong trinh giao thong 872 - nganh XD-GTVT
Nguyen tic quan trgng trong kinh doanh, dac biet trong dieu kien kinh te thj truong hien nay
la cac doanh nghiep (DN) can luon khong ngimg doi mai, nang cao kha nang thich ung voi
thj truong. Hg can phai xac dinh ro DN muon di den dau? Phai di nhu the nao, bang each
nao ? Mu6n vay hg phai thuc hien va lam tot viec xay dung va trien khai chien luge kinh
doanh (CLKD). Co CLKD diing dan, hgp ly moi dam bao cho DN ton tai, phat trien lau dai,
b^n vung dat dugc nhijug muc tieu cua DN.
DN a cac nuac rat coi trgng viec xay dung CLKD. Nam 1947, chi c6 20% DN cua My c6
CLKD. Nam 1970, con so nay da len tai 100%. Nhieu nha DN My cho rang xay dung
CLKD la cong viec chiem nhieu thoi gian nhat, quan trgng nhat va kho nhat. Ong Uyn Xon,
chii tich Cong ty GE ( General Electric ) cua My da tung noi : "Moi ngay toi chang lam dugc
may viec nhung c6 mot viec khong bao gio lam het la xay dung quy hoach tuong lai" ( Vien
nghien cuu dao tao ve quan ly (2005). " Xay dung va trien khai chien luge kinh doanh con
duong di den thanh cong" ).
Mac du vay, hien nay, cong tac xay dung va trien khai CLKD o nhieu DN noi chung va DN
trong nganh GTVT noi rieng con han che, voi nhieu DN con la ngi dung moi me, chua dugc
chu trgng, con thieu hieu biet, kien thuc, ky nang. Rieng Cong ty toi dang cong tac, moi
dung a viec xay dung va trien khai ke hoach kinh doanh hang nam. Con doi voi CLKD ciia
DN chua dugc nghien ciiu xay dung theo dung nghia ciia "chien luge phat trien"; thuong
15. mai tarn dung 6 cac ngi dung ve "chii truong", "duong loi"; trong "suy tu", "sang kien" ciia
cac lanh dao cap tren, cap DN; hoac cac ke hoach "trung han", "dai han" thuong so sai, thieu
tinh khoa hoc, doi khi to ra tuy tien, mang tinh duy y chi, kho dap ung truoc yeu cau cua thi
truong. Do do viec nghien cuu cac ngi dung ve xay dung CLKD cua Cong ty va phai dat
cong viec nay la mot vi tri rat quan trgng, mot yeu cau cap thiet, thuc tien.
Ban than toi, qua chuang trinh nghien cuu, hoc tap tai khoa dao tao IeMBA-1 do HSB to
chuc. Tu yeu cau ve thuc tien ciia DN toi dang cong tac. Toi c6 nguyen vgng tap trung
nghien cuu sau han ve kien thuc "Xay dung chien luge phat trien kinh doanh" va ap dung
thuc te vao tinh huong ciia : Cong ty Cp Xay dung cong trinh giao thong 872 - nganh XD-
GTVT.
1.2. Muc tieu, muc dich nghien cihi
- Nghien cuu va he thong hoa cac ly luan ve xay dung va thuc hien CLKD, lira chon cac mo
hinh phan tich c6 hieu qua doi voi viec xay dung va thuc hien CLKD.
- Ap dung he thong co so ly luan va cac mo hinh tren de phan tich, danh gia moi truong ben
trong va ben ngoai Cong ty, xay dung CLKD cho Cong ly 872;
- De xuat, kien nghi ve chien luge phat triln cua Cong ty 872. Chi ra mot s6 vkn dh con t6n
tai va huong giai quyk trong ban chiln luge nay nh^m hoan thien CLKD ciia Cong ty 872.
1.3. Phu'ong phap tien hanh
- Nghien cuu djnh tinh.
- Phuong phap thu thap so lieu: Phong vkn true tilp, gui philu di§u tra, dh nghi cung cap tai
lieu.
- S6 lieu : Su dung cac s6 lieu th6ng ke Qu6c gia, cac thong tin, s5 lieu chuyen nganh; su
dung cac so lieu thu cap ve chiln luge va cac nghien cuu va bao cao truoc day Cong ty 872.
1.4. Ket cau cua khoa luan
16. Khoa luan dugc trinh bay gom 04 chuang,
Chuong 1- Phan ma dau
Chuong 2- Co* sa ly luan : Neu mot so vdn d^ ly luan trong xay dung CLKD. Mot so mo
hinh sii dung dk phan tich moi truong ben ngoai DN trong xay dung CLKD : PEST, Five
force; Industry's success factors. Mot s6 mo hinh su dung dl phan tich ngi bg DN trong xay
dung CLKD : Value chain. Bench marking. Mo hinh t6ng hgp phan tich moi truong ben
trong va ben ngoai SWOT. Ngi dung vk cac chiln luge canh tranh chung. Khai niem ve nang
luc canh tranh c6t loi va cac buac trong xay dung chien luge.
ChuoTig 3- Phan tich thuc trang van de can nghien cuu : Gioi thieu tong quan ve DN. Ap
dung t6ng hgp cac mo hinh PEST, Five force va Industry success factors de phan tich moi
truong kinh doanh nganh XD-GTVT. Ap dung Value chain va Bechmarking de phan tich ngi
bg Cong ty 872. Phan tich canh tranh, cac chiln luge canh tranh va va lira chon chien luge
phat tri§n ciia DN. Phan tich nang luc canh tranh cot loi ciia Cong ty 872. Ap dung mo hinh
SWOT dk danh gia tong hgp vi the ciia Cong ty 872.
Chuong 4 - Ket luan va kien nghi:
Tom tk chien luge phat trien ciia Cong ty 872: Tam nhin, Su mang, Chien luge canh tranh
cua Cong ty 872. Nang luc canh tranh cot loi ciia Cong ty 872. Cac muc tieu chien luge den
2010 va 2015. Mot so chien luge chuc nang ciia Cong ty : Chien luge thi truong; chien luge
Cling CO, xay dung, phat trien hgp ly co cau to chuc quan ly dieu hanh va nguon nhan luc ciia
Cong ty; chien luge phat trien cong nghe; chien luge huy dong von.
Mot so han che va cac kien nghi nham giai quyet nhung van de ton tai, huong nghien cuu
trong tuong lai. Ket luan. Danh muc Tai lieu tham khao. Phan phu luc : Mot so bang bieu,
ngi dung tham khao.
Cac chuang sau day se gioi thieu, lam ro han cac ngi dung neu tren.
18. CHl/ONG 2
CO SOi LY LUAN
•
Chuong 2 de cap mot s6 vdn dh ve ly luan trong xay dung va thuc hien chien luge kinh
doanh ( CLKD ). Mot s6 mo hinh thuong sii dung de phan tich moi truong ben ngoai, mot so
mo hinh phan tich ngi bg, mo hinh t6ng hgp phan tich ben trong va ben ngoai DN. Cac chien
luge canh tranh chung, khai niem ve nang luc canh tranh cot loi va cac buoc trong xay dung
CLKD ciiaDN.
2.1. Mot so van de ly luan trong xay dung CLKD
Theo cac hoc gia trong va ngoai nuoc: CLKD ciia DN la trong dieu kien kinh te thj truong,
can cii vao diku kien khach quan va chu quan, vao nguon lire ma doanh nghiep c6 the co de
dinh ra muu luge, con duong, bien phap nham dam bao sir ton tai, phat trien on dinh, lau dai
theo muc tieu phat tri^n ma DN da dat ra ( Vien nghien ciiu dao tao ve quan ly (2005). " Xay
dung va trien khai chien luge kinh doanh con duong di den thanh cong" ).
Theo do, CLKD ciia DN bao ham 4 yeu to : Mot la DN xac dinh CLKD cua minh can phai
tim hieu rat sau ve hien trang ciia DN; hai la muc tieu chien luge cua DN la muc tieu ma DN
C the dat dugc trong nhung nam sap toi; ba la DN se kinh doanh san pham gi, o thi truong
O
nao; bon la nhung bien phap ma DN se ap dung de dat dugc muc tieu chien luge da de ra.
Va ve ban chat (theo tai lieu cua Vien nghien cuu dao tao ve quan ly (2005). " Xay dung
va trien khai chien luge kinh doanh eon duong di den thanh cong" ) :
CLKD la the hien vi thi canh tranh ciia DN, khi xay dung CLKD, DN can phan tich hoan
canh khach quan ciia minh, tim hieu nhung ca hoi va thach thiic ma hoan canh khach quan
anh huong den DN. Dong thoi cung phai nghien cuu nliijug dieu kien chu quan ciia DN de
biet dugc nhiJug diem manh va diem yeu cua minh. CLKD ciia DN phai ket hgp tot nhixng
19. C hoi ma hoan canh khach quan mang lai voi nhung diem manh ciia DN, dong thai phai co
O
giai phap khac phue cho nhung thach thuc va diem yeu cua DN. Chi co nhu vay moi co the
dua ra CLKD diing.
CLKD eiia DN la mot md thirc kinh doanh ciia DN, xet theo khi'a canh CLKD la cuong llnh
hoat dong ciia DN; phuong thuc su dung cac nguon lire; can cii de xii ly mgi van de ciia DN.
CLKD la su the hien quan niem gia tri cua DN, tinh than tien thii, y chi ngoan cuong ciia
nguoi lanh dao DN, phan anh su danh gia ciia nguoi lanh dao ve hoan canh khach quan, dieu
kien chii quan cua DN. Chi khi nguoi lanh dao danh gia diing hoan canh khach quan va dieu
kien chii quan ciia DN moi co the de ra CLKD diing dan. Neu khong CLKD se la sai lam.
CLKD la susdng tao trong quan ly, c6 nghia la DN, can cu vao muc tieu nhat dinh, sap xep
hinh thanh mot he thong quan ly moi huu hieu, co kha nang canh tranh. Neu mot DN chi don
thuan bat chuoc DN khac thi khong the co dugc sir phat trien va phon vinh thuc su. Do do
viec xay dung CLKD phai xuat phat tu tinh hinh thuc te ciia DN. Hai DN 6 cung mot khu
vuc, san pham giong nhau, quy mo giong nhau nhung CLKD khong th^ hoan toan gidng
nhau vi dieu kien chii quan ciia hg khac nhau. Dong thai su sang tao ve quan ly phai k^t hgp
chat che voi su sang tao ve to chuc, sang tao ve ky thuat moi co the phat huy tac dung ciia
CLKD.
CLKD la ki hoach hanh dong cda DN, viec xay dung CLKD la quan trgng nhung thuc hien
chien luge con quan trgng han nhi6u. NIU CO chiln luge nhung khong thuc hien thi chi^n
luge do tra thanh v6 nghTa. Muon thuc hien dugc chien luge thi toan th6 cong nhan vien phai
nam vimg chien luge, phai bien chien luge do thanh ke hoach hang nam, ke hoach ciia tung
bg phan, thanh hoat dong ciia mgi nguoi va phai co tinh kha thi.
CLKD mang cac dac trung sau ( theo tai lieu ciia Vien nghien cim dao tao vh quan ly
(2005). " Xay dung va trien khai chien luge kinh doanh con duong di din thanh cong" ) :
20. Tinh toan cue: CLKD la so do tdng the ve su phat trien ciia DN, no quyet djnh quan he eiia
DN voi moi truong khach quan. Tinh toan cue ciia CLKD the hien tren 3 mat: Phai phii hgp
voi xu thd phat tri^n toan cue cua DN, la cuong ITnh chi dao toan bg hoat dong ciia DN; phai
phu hgp voi xu th§ phat triln cua dat nuoc ve cac mat kinh te, ky thuat, xa hoi trong mot thoi
ky nhit dinh; phai phu hgp voi trao luu hoi nhap kinh te ciia the gioi.
Tinh toan cue ciia CLKD doi hoi phai xem xet tat ca cac bg phan ciia DN, phai phan tich tinh
hinh ciia toan DN, hoan canh toan qu6c va hoan canh quoc te. Neu khong co quan diem toan
cue thi khong the co CLKD tot.
Tinh nhin xa: Truoc kia nhi§u DN vi khong co quy hoach chien luge, gap viec gi lam viec ay,
chay theo phong trao nen lam viec vat va ma khong hieu qua. Mot trong nhiing nguyen nhan
ciia tinh hinh do la do khong n ^ dugc xu the phat trien ciia DN. Do do muon xay dung
CLKD thi phai lam tot cong tac du bao xu the phat trien ve kinh te, ky thuat ciia xa hoi. Mot
chiln luge thanh cong thuong la mot chien luge dua tren co so du bao diing.
Tinh canh tranh: Neu khong co canh tranh thi khong can thiet xay dung va thuc hien
CLKD. Do do tinh canh tranh la dac trung ban chat nhat ciia CLKD. Trong thoi dai hien nay
khong C DN nao la khong hoat dong trong moi truong canh tranh. Vi vay CLKD phai
O
nghien cuu lam the nao de DN co dugc uu the canh tranh han doi thu va do do ma gianh
dugc thang Igi trong canh tranh.
Tinh rui ro: CLKD la quy hoach phat trien ciia DN trong tuong lai, nhung moi truong sinh
ton ciia DN trong tuong lai la dieu khong chac chan, co the thay doi. Qua trinh thoi gian ciia
chien luge cang dai thi cac nhan to khong chac chan ciia hoan canh khach quan cang nhieu,
muc do khong chac chan cang Ion, nii ro ciia chien luge cang lan. Tinh nii ro ciia CLKD doi
hoi nha DN phai diing cao, nhin xa, quan sat mot each than trgng, khach quan moi co the co
dugc chien luge diing dan.
21. Hien nay chiing ta dang o trong qua trinh chuyen bien tu the che kinh te ke hoach sang the
chi kinh te thi truong, moi truong vT mo ciia cac DN thay doi rat lan. Do do CLKD khong
nen tinh toan qua dai, de bao dam tinh linh hoat va tinh hien thuc ciia chien luge.
Tinh chuyin nghiep va sang tao: Cac DN c6 the can cu vao thuc luc cua ban than de lua
chon ITnh vuc kinh doanh phii hgp voi so truong va the manh ciia minh, tranh nhung nganh
ma cac DN lan co the manh de giu dugc vj tri doc quyen. Dai da so DN lam dugc nhu vay
d6u thanh cong, phat trien va phon vinh. Nhung tien bg ky thuat va canh tranh thj truong la
khong C gioi han. Do do cac DN phai khong ngung du nhap hoac phat trien ky thuat tien
O
tien thich hgp. Chuyen mon hoa va sang tao ky thuat thich hgp la bien phap quan trgng de
bao dam sir sinh ton va phat trien ciia DN. Do ciing la dac diem quan trgng trong CLKD ciia
DN vua va nho.
Tinh on dinh tuong doi: CLKD ciia DN phai co tinh on dinh tuong doi trong mot thoi ky
nhat djnh. Neu khong, no se khong co y nghia chi dao doi voi hoat dong thuc tien ciia DN.
Moi truong khach quan va hoat dong thuc tien ciia DN la mot qua trinh van dong khong
ngung. CLKD ciing phai co kha nang dieu chinh, phu hgp voi hoan canh khach quan. CLKD
khong the co dinh mot be nhung khong the thay doi mot som mot chieu ma phai tuong doi
on dinh.
CGng can nam vung ve su khac nhau giira chien luac, sack luac, quy hoach, ke hoach :
Chien luge va chien thuat la moi quan he giira toan cue va cue bg. CLKD la muc tieu phat
trien lau dai va tong hgp nhiing bien phap de dat dugc muc tieu cua DN. Chiln thuat la hanh
dong cu the de dat dugc muc tieu chien luge.
Chien luge va sach luge la quan he giua muc dich va bien phap. Chien luge co truoc, sach
luge C sau. Sach luge phai phuc tiing chien luge va phuc vu chien luge. Chien luge quyet
O
dinh va anh huong den sach luge.
22. Quan he giua chien luge voi ke hoach, quy hoach : Xet theo nghia rgng, ba mat nay deu la
hoach dinh tuong lai va cung co the ggi chung la ke hoach. Ke hoach gom co ke hoach ngan
han (1 nam), ke hoach trung han (3 - 5 nam), ke hoach dai han (tren 5 nam); xet theo nghia
hep, chien luge, ke hoach, quy hoach vua co quan he voi nhau, vua c6 su khac nhau. Chien
luge la linh hon ciia ke hoach, quy hoach. Ke hoach, quy hoach, the hien chien luge da dinh.
Do do, chien luge la co so ciia quy hoach, quy hoach la co so cua ke hoach. Truoc het phai
C chien luge, sau do phai co quy hoach va sau nija la phai co ke hoach. Tren y nghTa do,
O
quy hoach va ke hoach la su ke tuc cua chien luge, la cu the hoa ciia chien luge.
De xay dung CLKD, viec phan tich moi truong kinh doanh co y nghTa quan trgng d6i voi
DN. Moi truong kinh doanh gom: Moi truong vT mo va moi truong vi mo hay con ggi la moi
truong nganh. Voi muc tieu ciia viec phan tich la phan doan, xac djnh cac co hoi va de dga
va tren co so nay de xay dung va thuc hien CLKD hgp ly.
Mot so mo hinh dugc su dung de phan tich ngi dung tren la :
2.2 Mot so mo hinh thucmg su dung de phan tich moi trucmg ben ngoai DN trong xay
dung chien luge
2.27. Md hinh PEST : Thuong dung d^ phan tich moi truong vT mo-moi truong khach
quan ciia DN. NhSm phan tich, t6ng hgp dugc nhung ylu t6 t6n tai ben ngoai DN, co anh
huong quyet dinh den sir s6ng con, phat trien ciia DN. DN phai th4y dugc nhiing co hoi,
thanh thiic ma moi truong khach quan mang din khong nhiing DN phai thich ung ma con
phai thiic day su thay doi cua moi truong.
Cac yeu to cua moi truong vT mo dugc Xhh hien qua mo hinh sau :
23. Hinh 2-1 : MO HINH PEST
Chinh trj
(Political)
Sir on dinh chinh trj;
Luat lao dong;
Chinh sach thue;
B^o ve moi truing.
Xa hoi
Kinh te (Social)
(Economic) Dan so, nhan khau hoc;
Xu huong GNP; Phan phoi thu nhap quoc
Lai suat; Lam phcit; dan;
Th^t nghiep; Phong each song;
Sir sin C nguon lire;
O Dan tri/ van hoa.
Chu ky hoat dong.
Cong nghe
(Technological)
Phat hien cong ngh? mdi;
Toe dp chuyen giao cong
nghe;
Chi tieu cua Chinh phu
cho R&D;
Toe do 15i thai cua cong
nghe.
- Phan tich moi trucmg chinh trj va phap luat cua DN :
Moi truong chinh trj la cac yeu to chinh tri va nhiing hoan canh ma su van hanh cua cac yeu
to do anh huong den kinh doanh cua DN. Cac yeu to nay bao gom: Che do chinh trj, che do
chinh dang, doan the chinh tri, phuong cham chinh sach ciia Dang va Nha nuac, kliong khi
chinh tri cua xa hoi.
Moi truong phap luat la he thong phap luat co lien quan den DN, bao gom quy pham phap
luat ciia Nha nuoc, y thiic phap luat ciia co quan tu phap, co quan hanh phap va DN.
24. Anh huong ciia moi truong chinh tri va phap luat doi voi hoat dong kinh doanh ciia DN rat
sau rgng, tham chi co luc co y nghia quyet dinh. Noi chung, neu mot nuoc on dinh ve chinh
tri, chinh sach ro rang va nh4t quan, khong khi chinh tri t6t, phap luat nghiem minh thi cac
DN C thi phat trien lanh manh, on dinh.
O
- Phan tich moi truong kinh te cua DN :
Moi truong kinh tl ciia DN la tinh hinh kinh t§ xa hoi va chinh sach kinh tk ciia dat nuoc ma
DN t6n tai va phat tri6n. Moi truong kinh ti vT mo bao g6m : co cdu kinh te xa hoi, trinh do
phat triln kinh xi, chi do kinh tl va chinh sach kinh tl vT mo.
Phan tich co cdu kinh ti xa hoi : Co ciu kinh xk xa hoi con dugc ggi la co cau ciia nen kinh
Xt qu6c dan, bao gdm co e^u : Nganh nghi, phan phoi, trao doi, tieu dung, ky thuat, so hiju
V.V.... Trong do co c^u nganh nghi la ylu t6 quan trgng nh4t. Vi vay, khi xay dung CLKD
cua DN phai nghien cuu tinh hinh co cau nganh nghe.
Phan tich trinh do phat triin kinh te : Trinh do phat trien kinh te la quy mo, toe do phat trien
kinh tl ciia mot quoc gia, mot khu vuc va trinh do kinh te da dat dugc. Cac chi tieu the hien
trinh do phat trien kinh te bao gom tong san pham quoc dan, thu nhap quoc dan, thu nhap
qu6c dan tinh theo dau nguoi, toe do phat trien kinh te. Viec phan tich trinh do phat trien
kinh te co the giiip doanh nghiep nam dugc xu the phat trien ciia nen kinh te.
Phan tich thi che kinh ti : The che kinh te la hinh thuc to chuc kinh te cua mot nuoc. No quy
dinh quan he giua nha nuac voi DN, giua DN voi DN, giiia DN voi cac nganh kinh te.
Thong qua nhimg bien phap, phuong phap quan ly nhat dinh de dieu hoa tac dong den pham
vi, ngi dung, phuong thuc ciia cac hoat dong kinh te xa hoi. No de ra nhiing quy tac va dieu
kien ca ban, co he thong ve hinh thuc, ngi dung, con duong sinh ton va phat trien ciia DN.
Nguoi lanh dao DN phai nam vung phuong huong co ban ciia cugc cai each, the che kinh te,
kip thoi xay dung quan niem tu tuong va phuong thuc hanh vi phu hgp voi the che moi.
10
25. Phdn tich chinh sach kinh ti cua nha nuoc : Chinh sach kinh te la muc tieu phat trien kinh te
trong mot thai ky nhit dinh do Nha nuoc dat ra cung voi chien luge, sach luge de dat dugc
muc tieu do. Chinh sach kinh tl ciia mot nuoc bao gom chien luge phat trien kinh te cua ca
nuoc, chinh sach nganh nghi, chinh sach phan phoi, chinh sach gia ca, chinh sach thuong
mai, chinh sach tiln luong, chinh sach tai chinh, chinh sach tien te. Chinh sach kinh te vT mo
quy djnh pham vi va nguyen tac hoat dong ciia DN, dieu hoa quan he giiia cac DN, cac
nganh, giua cue bg va toan cue, bao dam su van hanh binh thuong ciia nen kinh te quoc dan,
thuc hien muc tieu va nhiem vu phat trien kinh te quoc dan.
- Phan tich moi truong khoa hoc ky thuat ( KHKT ) cua DN :
Moi truong KHKT ciia DN la yeu to KHKT va tap hgp nhung hien tugng xa hoi co Hen
quan true tiep den yeu to KHKT o noi ma DN sinh ton va phat trien, bao gom 4 yeu to: trinh
do KHKT ciia xa hoi; lire lugng KHKT; the che KHKT cua Nha nuoc; chinh sach KHKT va
cac van ban phap luat ve KHKT.
Trinh do KHKT la yeu to quan trgng nhat ciia moi truong KHKT ciia DN, bao gom cac ITnh
vuc KHKT dugc nghien cuu va da nghien cuu thanh cong, trinh do tien tien ve khoa hoc ky
thuat, trinh do van dung cac thanh qua khoa hgc ky thuat. Luc lugng KHKT xa hoi la thuc
luc nghien cuu va phat trien KHKT ciia mot nuac hoac mot khu vuc. Thi chi KHKT ciia
mot quoc gia quy dinh co cau, phuong thiic van hanh he thdng KHKT cua dk nuoc va tinh
hinh quan he ciia no voi cac bg phan khac ciia nin kinh tl qu6c dan. Bao g6m dia vi xa hoi
ciia sir nghiep KHKT va can bg KHKT, nguyen t4c thilt lap va phuong thuc van hanh cac co
quan KHKT, chi do quan ly KHKT, cac kenh ling dung thanh qua KHKT. Cac ylu to noi
tren deu co anh huong nhilu mat den hoat dong san xuk kinh doanh va quan ly ciia DN.
Hien nay, KHKT tren thi gioi tiln bg xk nhanh. Cac nuoc phat triin da buoc vao thai dai
ciia nen kinh te tri thiic. Tri thiic khong ngung dugc ddi moi, nhilu ky thuat moi ra doi va
11
26. dugc ap dung nhanh chong khien cho toan bg nen kinh te cac nuac phat trien dugc tri thiic
hoa, mang hoa. Dieu do se thay doi moi truong KHKT ciia cac DN, day manh viec d6i moi
KHKT ciia xa hoi, thiic day viec chuyen giao cong nghe va thay doi co cau nganh nghe hien
nay. Cac DN can nhan ro su thay doi do va nam lay co hoi ma su thay doi do mang lai, thuc
hien tien bg ky thuat va nang cap ky thuat 6 DN minh,
- Phan tich moi trucmg van hoa xa hoi cua DN :
Moi truong xd hoi ciia DN bao gom su hinh thanh va bien dong ciia cac tang lop xa hoi, co
cau dan cu, tinh hinh di chuyen ciia dan cu, co cau quyen luc xa hoi, phuong thiic sinh hoat
va lam viec ciia mgi nguoi. Hien trang va su bien dong ciia nhiing yeu t6 do diu co thi anh
huong den hoat dong kinh doanh cua DN.
Moi truong van hod ciia DN bao gom cac yeu to triet hgc, ton giao, ngon ngij, van hgc, nghe
thuat. Anh huong ciia cac yeu to nay d6i voi kinh doanh cua DN ph4n Ion la anh huong gian
tiep khong the coi nhe.
2,2,2, Md hinh Five force
Nganh nghi la loai hinh cong nghiep dugc phan chia theo tinh chit, dac dilm ciia san phkm
hoac dich vu va vai tro ciia no trong nen kinh tl quoc dan.
Trong bat ky nganh nghi nao, moi DN dIu phai chiu siic ep canh tranh vl 5 mat. Do la, sue
ep canh tranh ciia DN moi ra nhap nganh; siic ep canh tranh giiia cac DN ciing nganh; sue ep
canh tranh ciia san ph4m thay thi, dich vu thay thi; anh huong ciia nha cung ckp; anh huong
ciia nguoi tieu diing hoac khach hang.
Mo hinh phan tich 5 luc lugng ciia M.Porter, giiip cac nha chiln luge phan tich cac luc
lugng tren - co* cau canh tranh nganh, dugc torn xk 6 so do sau :
12
27. Hinh 2-2 : Sa do Co* cau canh tranh nganh
Doanh nghiep moi tham gia thi truing
Siic ep cua doanh nghiep
mai tham gia thi trucmg
Sire ep, nang luc
Sure ep, nang luc Canh tranh giua
dam phan cua
dam phan cua cac doanh nghiep
nguoi tieu dung,
nha cung cap cung nganh
khach hang
Siic ep ciia san pham hoac
dich vu thay the
San pham thay
the
- Sue ep cua doanh nghiep mdi tham gia thi trudng : DN moi tham gia thi truong co the la
mot DN moi thanh lap hoac mot DN truoc day kinh doanh san pham khac, bay gio kinh
doanh nhieu san pham, Nhiing DN nay mang den cho nganh ay nang luc san xuat moi, dong
thai cung doi hoi mot thi phan nhat dinh. Siic ep canh tranh nay lan hay nho la do khi tham
gia thi truong, DN do phai chi phi nhieu hay it va muc do phan ling ciia cac DN khac khi DN
ay tham gia thi truong; phu thugc vao nhirng rao can ra nhap nganh cao hay thap.
- Sue ep cda san pham thay the : San pham thay the la san pham co cong dung tuong tu.
Neu Igi nhuan cua san pham thay the lan thi siic ep canh tranh 1cm (sue ep vl gia thanh, gia
ban) va khien cho DN bi dong. Neu nha san xuat san pham thay the nhanh chong phat triin
san xuat thi nganh do se bi uy hiep manh. Neu nguoi tieu dung chap nhan san phdm thay thi
mot each thuan Igi ve kinh te ciing nhu ve tam ly thi su uy hiep do cang Ion.
13
28. - Site ep tit ngu&i tiiu diing; khach hang : Khach hang ciia DN co the la nguoi tieu diing
true tilp, nhung hang hoa tieu dung, khi nguoi tieu dung yeu cau gia hang phai re hon, chat
lugng hang hoa tit hon, dich vu hau mai tot hon thi do ciing la mot sue ep doi voi nganh ay;
Song cac khach hang ciing co the la nha phan phoi, hoac dai ly. Van de la, ai la khach hang
chu yeu, co siic manh dam phan ma DN phai dac biet quan tam;
Nhiing hang hoa dac thu, phuc vu chung cho cong dong xa hoi ( ha tang Giao thong ...) thi
siic ep doi voi DN la " Nguoi dat hang"- cac Chu dau tu, hg dua ra cac tieu chi ve quy each,
chat lugng, cong nghe san xuat, thai gian hoan thanh, "gia tran"...doi hoi cac DN phai c6
nang luc san sang dap ung, trong qua trinh canh tranh "dau thau", "chgn thau".
- Canh tranh giira cac DN ciing nganh : Su canh tranh giira eac DN cung nganh bgc 16 qua
hinh thai canh tranh, tinh chat canh tranh. Su canh tranh co lien quan den cac yeu to sau:
+ Dac tinh ciia nganh, DN co the can cu vao sir phan cong ciia nganh, vi tri ciia nganh trong
qua trinh san xuat xa hoi, nguon lire ma nganh do su dung, co ckx ky thuat, viln canh ky
thuat cua nganh de phan tich dac tinh ky thuat ciia nganh. Thong qua su phan tich do dl bilt
dugc dac tinh ciia nganh va co doi sach thich hgp.
+ Co ciu quy mo DN trong mot nganh thuong co hai dang, dang thit nhdt la cac DN lan thi
rat Ion, cac DN nho thi rk nho. Trong truong hgp nay tinh hinh canh tranh khong gay g^t
lam vi cac DN Ion da chilm dugc vi tri chilm ITnh tuyet dli. Dang thu hai la cac DN lan
khong phai la lan lam, cac DN nho khong phai la nho lim. Trong truong hgp nay, tinh hinh
canh tranh se gay git vi thuc luc cac DN trong nganh khong chenh lech nhau nhilu.
+ Co cau so lugng DN trong mot nganh, noi chung, nlu so lugng DN trong mot nganh
nhieu thi dieu do chiing to quy mo thj truong Icm, nhiing tra ngai ciia viec tiln vao thi truong
ay tuong doi nho, s6 lugng DN Ion trong nganh tuong ddi it. NIU S6 lugng DN trong mot
14
29. nganh it thi dilu do chimg to quy mo thi trucmg nho, so lugng DN Ion tuong doi nhieu, vice
tiln vao thi truong nay co nhieu tro ngai.
+ Co ciu thi truong trong nganh, tinh hinh cung cau tren thi truong, cung vugt qua cau, cung
ciu can ddi hay cung khong dii ciu. NIU cung khong dii cau thi can nghien ciiu hinh thiic tien
vao thi truong bing uu thi nao do. NIU cung cau can doi thi phai ciing co the manh cua minh.
NIU cung lan hon cau thi phai can nhic viec tao ra the manh canh tranh hoac nit lui khoi
nganh do.
- Sire ep, nang luc dam phdn cua nha cung cap : Cac nha cung cap nguyen lieu, vat tu co
kha nang tang gia hoac ha thip chit lugng san pham hoac vua tang gia vua ha thap chat
lugng san pham.
Cac DN quan tam den kha nang dam pham voi cac nha cung cap de giai quyet, dat dugc
nhiing yeu cau chinh: Quy each, chat lugng; kha nang cung ling ve so lugng; gia; kha nang
ling von, quay vong von.
Tuy nhien doi voi nhiing mat hang nha nuoc chi dao ve gia, sir thay doi gia la mot van de
can giai quyet voi Chii dau tu trong qua trinh xay dung, quyet toan cong trinh.
Viec phan tich hien trang, xu the, cuong do tong hgp ciia 5 siic ep tren, quylt dinh miic do
gay gat ciia canh tranh va kha nang gianh thang Igi ciia DN va quylt dinh tinh chit ciia DN
trong nganh do.
2,2.3, Md hinh Industry's success factors - Cac yeu to thanh cong trong nganh
Tu sir phan tich tren, chiing ta can chi ra dugc cac ylu tl thanh cong ciia nganh - thi lire; ylu
tl nao trong chu6i day chuyin co anh huong, quylt dinh din thanh cong trong CLKD cua
cac DN trong nganh. Viec xac dinh dugc vi tri, muc do anh huong cua cac ylu t l nay se
giiip cac chiln luge gia xay dung dugc CLKD co tinh kha thi, dat thing Igi.
Co the neu vi du ve chuoi day chuyin trong san xuat hang hoa, voi cac ylu t l la:
15
30. Nguyen lieu San xuat Marketing Phan phoi Hau ban
tho hang
Vai tro, do anh huong ciia cac yeu to thanh cong nganh giiia cac nganh co khac nhau. Cac
yeu to do cung co the dugc djch chuyen thay doi theo thoi gian do su thay doi, phat trien,
tiln hoa ciia xa hoi. Chinh vi vay CLKD can phai luon cap nhat va thich ung.
Nghien cuu mot s6 nuac tren thi gioi ( qua giao dich lam viec voi mot so doi lac Han Quoc,
Nhat Ban, ADB, WB... ), hg dua ra cac tieu chi khi lira chgn nha thau trong nganh xay dung
noi chung va XD-GTVT noi rieng, do la : Nha thau, truoc tien phai vugt qua dugc "vong 1"
- vong nang luc va ky thuat. Nhung DN dat dugc cac tieu chi tai vong 1, thi mai vao dugc
"vong 2"- vong gia.
a) Tiiu chi vi nang luc cda DN, dugc de cap nhu sau ;
- Nang luc co san, da dat dugc : Ket qua hoat dong SXKD tu 3-5 nam, kinh doanh phai co
lai, dat doanh thu o miic do nao do, theo yeu cau; co so lugng can bg, lao dong nhat dinh dap
ling chat lugng, co kinh nghiem va san sang dap ling; co so lugng thiet bi nhat dinh, dap ling
chat lugng va cong nghe va sin sang dap ung; da kinh qua, thuc hien thanh cong mot s6 san
pham, hgp dong tuong tu;
- Nang lire sSn sang huy dong dap ung cho mot cong viec, du an cu thi, vl: Can bg du an
chii chot, lao dong, thiet bi va von luu dong.
Truoc yeu ciu ciia mot du an, cac DN co thi c6 chiln luge lien danh; lien kit dl dap ung.
Qua yeu cau ve cac tieu chi tren ciia Chii diu tu, thi viec giai quylt mli quan he voi hg la rit
quan trgng, nham co dugc nhung thong tin, su hilu bilt truoc vl du an giiip DN co thoi gian
can thilt dk chuin bi. Co the noi day la mot trong nhiing ylu tl thanh cong chii chit cua
DN XD-GTVT.
16
31. b) Tiiu chi vi Ky thuat, cong nghi san xudt la su hilu bilt va trien khai ky thuat san xuat,
cong nghe thi cong cong trinh, san xuat san pham dap ling theo yeu cau ciia don dat hang; sir
hon han khi ap dung nhiing giai phap, cong nghe tien tien (dugc chap nhan ) de tang cuong
chat lugng, day nhanh tien do.
c) Tieu chi vi Gia, c6 y nghTa quylt dinh khi trong mot top DN tuong duong ve nang lire,
ky thuat, cong nghe ( tieu chi a va b neu tren ). Do vay cac DN cung can giai quyet chien
luge gia, mot trong nhiing yeu to quan trgng quyet dinh thanh cong.
d) Cac nha cung cdp tin dung, doi voi cong trinh BT, BOT ( phuong thiic thuc hien du an
cac nuac dang ap dung pho bien hien nay ), ngoai yeu cau mot phan von san c6 ciia nha
thau, DN con phai co dugc nha cung cap tin dung cho du an.
2.3. Myt so mo hinh phan tich noi b9 doanh nghiep
2,3 L Value chain ( chudi gia tri)
Gia tri ciia mot DN tao ra dugc do bang khoi lugng ma nguoi mua san sang tra cho san pham
hay dich vu. DN co lai neu gia tri tao ra do lan hon chi phi. De dat dugc mot Igi the canh
tranh, cac bg phan chiic nang ciia DN hoac phai tao ra mot gia tri voi chi phi thap hon so vai
doi thii canh tranh, hoac la phai lam cho san pham cua minh khac biet voi san pham cua doi
thii canh tranh nham tao ra miic ban cao han tren thi trucmg. Va nhu vay c6 nghia la DN phai
theo duoi chien luge chi phi thap hoac chien luge khac biet hoa san pham.
Michel Porte, xuat phat tu su phan tich " Moi cong ty la mot tap hgp cac hoat dong dk. thuc
hien nham thiet ke, san xuat, ban hang, giao hang va ho trg pham". Moi hoat dong dIu lam
tang gia tri san pham. "Chuoi gia tri" dugc phan chia thanh cac hoat dong chinh va nhirng
hoat dong ho trg. Nhiing hoat dong chinh la : Hau can ngi bg, san suit, hau cin ben ngoai,
marketing va ban hang, dich vu sau ban hang. Nhiing hoat dong ho trg la : Chiic nang quan
17
32. ly vat tu, ehiic nang nghien cuu va phat triin, chiic nang quan ly nhan lire, co so ha tang ciia
DN ( xem so do Chuoi gia tri - Hinh 2-3, trang 19 ).
Viec phan chia cac hoat dong trong Chuoi gia tri tao dilu kien kilm tra chi phi va kit qua
thuc hien trong tung hoat dong. Tao dieu kien cho viec tim each cai tien tung hoat dong cung
nhu viec phoi hgp giiia chiing, tuong ung voi chien luge nham tao ra gia trj ciia tung san
pham cu thi ciing nhu ciia ca DN. D6ng thoi, qua thong tin tinh bao thu thap dugc ve cac doi
thii canh tranh, uoc tinh chi phi, ket qua ciia hg de co can cu so sanh voi DN minh, tim each
tao ra gia tri vugt trgi han doi thii.
Cac hoat dong ho trg, trg giiip cho cac hoat dong chinh, dugc neu cu the hon nhu sau :
Chirc nang qudn ly vat tu, kiem soat sir luu chuyen vat tu qua chuoi gia tri tu cung cap den
san xuat va di vao phan phoi. Hieu qua cua viec luu chuyen nay co the tao ra gia tri ( giam
hao hut; trung chuyen; ton kho...). G6p phan kiem soat chat lugng dau vao trong qua trinh
che tao, ket qua lam tang chat lugng dau ra, tao dieu kien tang gia ban;
Chuc nang nghien cuu vdphdt trien, thuc hien viec phat trien cac san pham moi va cac cong
nghe che tao. Phat trien cong nghe co the ha thap chi phi che tao, tao ra cac san pham hap
dan hon, co the ban o miic gia cao hon. Nhu vay, nghien ciiu va phat trien c6 anh huong den
cac hoat dong che tao va marketing;
Nguon nhan lice, " Nguon nhan luc la ten ggi chung ve nang lire nguoi lao dong cua doanh
nghiep, la tai san quy bau nhat ciia doanh nghiep. Nhan luc co to chat cao va bg may t l chuc
C hieu qua la nhan to quan trgng de doanh nghiep thanh cong " ( Vien nghien cuu dao tao
O
ve quan ly (2005). " Xay dung va trien khai chien luge kinh doanh con duong di din thanh
cong ) ;
Co so ha tang cua DN, c6 dac trung hoi khac biet voi nhiing hoat dong ho trg khac. Ngi
dung nay la khung canh chung ciia toan DN ma trong do xay ra tit ca cac hoat dong tao ra
18
33. gia tri. Co so ha ting bao gim co ciu tl chiic, cac he thong kiem soat va van hoa ciia DN.
Quan ly cip cao thong qua sue manh lanh dao c6 thi chii dong hinh thanh co so ha tang cua
DN va qua do tat ca cac hoat dong tao ra gia tri khac dugc thuc hien.
Hinh 2-3 : So* do Chuoi gia tri
Co so ha tang ( cau tnic, lanh dao )
HOAT
Quan ly nguon nhan luc
DQNG MUC
HO Nghien cuu va phat trien
TRgf TIEU
Quan ly vat tu
CHIEN
Hau can San xuat, Hau can Ban hang. Dich vu
HOAT
ngi bg ( Che tao ben ngoai Marketing hau mai
DONG vat tu,vat (xuat di) LLTOC
lieu dau
CHINH vao)
De dat dugc nhung muc tieu toi cao ve hieu qua, chat lugng, doi moi san pham va thoa man
khach hang thi DN phai co nhiing chien luge voi su phoi hgp mot so hoat dong de tao ra gia
tri khac biet. Nhiing muc tieu nay co the dugc xem nhu nhiing muc tieu cheo giiia cac bg
phan tao gia tri khac nhau ciia mot DN. Tom tat theo so do sau :
Hinh 2-4 : So* do Cac muc tieu chuc nang cheo va chuoi gia trj
Thoa man khach hang
Chuoi gia tri Cac muc tieu chuc nang cheo
^' '' 1 ' '' 1f
Co so ha tang
Chat lugng
Hieu qua
Nhan lire
R&D
Quan ly vat tu
Chi tao N 7 ^ 7 A^ ^ Marketing
/ /
Doi moi
19
34. 2,3,2. Md hinh Benchmarking
Mo hinh nay giiip xac dinh vi tri, dinh vi mat manh, mat yeu ciia DN so voi doi thii canh
tranh, giiip xac dinh kha chuan vi the canh tranh cua DN minh.
Phuong phap iy chu4n gIm bay buoc nhu sau : ( 1 ) Xac dinh nhung tieu tri, chuc nang nao
c4n l4y chudn; ( 2 ) Xac dinh nhiing biln kit qua chii chit cin do luong; ( 3 ) Phat hien
nhung cong ty vao loai tot nhat; ( 4 ) Lugng thanh tich ciia cac cong ty gioi nhat; ( 5 ) Lugng
thanh tich cua cong ty minh; ( 6) Xay dung chuang trinh va nhung bien phap de thu hep
khoang each; ( 7 ) Thue hien va theo doi kit qua ( Philip Kotler ( 2003). " Quan tri
Marketinh", nguoi dich: TS Vu Trgng Hung .NXB Thong ke ).
Bang 2-5 : Ket qua danh gia cua khach hang ve nhirng yeu to
thanh cong chu chot cua cac doi thu canh tranh.
^ T i e u chi Muc dp biet den Chat lugng Phan phoi Ho trg Doi ngu
TenDN^^ cua kh^ch h^ng san pham san pham ky thuat ban hang
DN-A E — tuy?t v6i E tuy?t vdi
— P-kem P - kem G-tIt
DN-B G-tot G-t6t E - tuyet voi G-tIt E - tuyet voi
DN-C F — binh thud^ng P- kem G-tIt F— binh thucmg F— binh thu6rng
Philip Kotler {20031 " Oudntri Marketinh ", nsudi dich: TS '^w Trons Huns.
Van de quan trgng la DN phai thu thap nhiing so lieu moi ve tinh hinh kinh doanh cua tung
dii thii canh tranh, cu the la muc tieu thu-doanh thu, san lugng, thi phan, Igi nhuan tren vin
dau tu, miic su dung n ^ g lire v.v...Cac thong tin do la nhung so lieu thu cap, loi din, kinh
nghiem nhan doan va phan tich ciia lanh dao DN. Dong thai phai that chi tilt, khoa hgc
khach quan khi danh gia chuan cho chinh DN cua minh de so sanh voi doi thii canh tranh.
Viec thu thap thong tin tinh bao, do hoi ve cac doi thu canh tranh co thi phan thanh 4 loai
khai thac thong tin chinh : ( 1 ) Tu nhung nguoi moi tuyen va cong nhan vien ciia dii thii
20
35. canh tranh; ( 2 ) Tu nhiing nguoi co quan he lam an voi cac doi thii canh tranh; ( 3 ) Tu
nhung tu lieu da xuit ban va nhung tai lieu cong; ( 4 ) Tu each theo doi doi thii, phan tich
nhung bang chiing vat chat;
Viec khai thac thong tin can tuan thu theo khuon kho ciia phap luat va quy tac dao due.
Bang 2-5, trang 20 neu ket qua ciia mot cong ty khi yeu cau khach hang danh gia ba doi thii
canh tranh cua minh : A, B,C. Voi tieu chi danh gia gom 5 ngi dung.
DN - A dugc xem la DN san xuat san pham chat lugng cao va co lire lugng ban hang gioi.
Nhung A con yeu ve khau phan phoi san pham va ho trg ky thuat; DN - B manh ve khau
phan phii san pham va co lire lugng ban hang tuyet voi; DN - C c6 cac tieu chi deu yeu
kem. Qua bang thong tin tren ggi y cho ta co the tan cong DN - A ve mat phan phoi san
pham va ho trg ky thuat; DN - C ve hau het cac mat, nhung DN - B thi khong c6 mat yeu
nao ro ret.
Cling C nhiing y kien phe phan ve viec y lai qua miic vao phuong phap nay, co the bop
O
nghet tinh sang tao boi lay thanh tich ciia nhung cong ty khac lam diem xuat phat cho DN
minh; hoac mot khi tap trung qua nhieu ve doi thii canh tranh ma lo la, sao nhang viec cai
tien hon nixa nhiing so truong ciia cong ty.
Nhieu DN su dung phuong phap lay chuan - Bechmarking va hg cho rang phuong phap nay
van la mot trong nhirng nguon y tuong tot nhat de nang cao chat lugng va kha nang canh
tranh.
2.4. Mo hinh tong hop phan tich ben trong va ben ngoai - SWOT :
Moi truong khach quan ciia DN khong ngung thay doi, mang lai cho DN nhiing co hoi tilm
tang. Nhung chi khi nao DN co nhiing dieu kien chii quan nhat dinh thi nhiing co hoi do
mofi C the tro thanh hien thuc. Kinh nghiem cho thay, nhieu DN c6 moi truong khach quan
O
rat thuan Igi nhung hg thieu mot vai yeu to chii quan nen da bo tugt co hoi. Ngugc lai, co
21
36. nhung DN mac du co moi truong khach quan khong thuan Igi nhung do phat huy dugc so
truong doc dao ma thanh cong. Do do viec phan tich ting hgp cac yeu tl khach quan va chii
quan ciia DN co y nghia quan trgng.
Hinh 2-6 : Mo hinh phan tich 3 cap do
moi truong ben trong va ben ngoai
Phan tich SWOT : Thi manh (Strengths), yeu diem (Weakness), co hoi (Opportunitines) va
nguy C (Threats). Phan tich SWOT la chia khoa ciia phat trien chien luge, lam ro the manh
O
ngi luc ciia to chiic va nhung diem yeu va cac co hoi, nguy co tu ben ngoai.
Strengths va Weaknesses la cac yeu to ngi tai ciia DN con Opportunities va Threats la cac
nhan to tac dong ben ngoai. SWOT cho phep phan tich cac yeu to khac nhau co anh huong
tuong doi den kha nang canh tranh ciia DN, viec danh gia cac dii* lieu dugc sap xep theo
dang SWOT duoi mot trat tu logic giiip nguoi dgc hieu dugc cQng nhu co thi trinh bay va
22
37. thao luan dl di din viec ra quylt dinh de dang hon.. De xay dimg CLKD, phan tich SWOT
thuong dugc kit hgp voi PEST va mot so mo hinh khac ( xem hinh 2-6, trang 22).
Dk thuc hien phan tich SWOT cho vi thi canh tranh ciia mot DN, nen tu dat cac cau hoi :
- Strengths : Lgi thi ciia DN la gi ? Cong viec nao DN lam tit nhat ? Nguin lire nao DN
ckn, C thi sii dung ? LTU thi ma nguoi khac thiy dugc 6 DN la gi ? Phai xem xet van de tren
O
phuong dien ban than DN va ciia nguoi khac. Cac uu thi thuong dugc hinh thanh khi so
sanh voi doi thii canh tranh.
- Weaknesses : Cac yeu diem. Co the cai thien dieu gi ? Cong viec nao minh lam tot nhat ?
Can tranh lam gi ? Phai xem xet van de tren co so ben trong va ca ben ngoai. Nguoi khac co
the nhin thay yeu diem ma ban than DN khong thay. Vi sao doi thii canh tranh co the lam tot
hon ? Liic nay phai nhan dinh mot each thuc te va doi mat voi su that.
- Opportunities : Co hoi tot dang 6 dau ? Xu huong dang quan tam da biet ? Co hoi co the
xuat phat tir su thay doi cong nghe va thi trucmg du la quoc te hay trong pham vi hep, tu su
thay doi ve chinh sach cua nha nuoc co lien quan tai ITnh vuc hoat dong ciia DN, tir su thay
doi khuon mau xa hoi, cau tnic dan so ..., tu cac su kien dien ra trong khu vuc. Phuong thiic
tim kiem hiiu ich nhat la ra soat lai cac uu the ciia ban than DN va tu dat cau hoi lieu cac uu
the ay co mo ra co hoi moi nao khong. Ciing co the lam ngugc lai, ra soat cac yeu dilm ciia
minh va tu dat cau hoi lieu co co hoi nao xuat hien loai bo dugc chiing.
- Threats : Nhung tro ngai dang gap phai ? Cac doi thu canh tranh dang lam gi ? Nhiing doi
hoi dac thu ve cong viec, ve san pham hay dich vu co thay doi gi khong ? Thay dii cong
nghe C nguy co gi vai DN hay khong ? Co van de gi vl ng qua han dong tien ? Lieu co ylu
O
diem nao dang de doa cong ty ? Cac phan tich nay thuong giiip tim ra dugc nhiing viec ckn
phai lam va bien yeu diem thanh trien vgng.
2.5. Cac chien luac canh tranh chung
23
38. Cac DN theo duoi chien luge c4p cong ty de dat dugc lgi the canh tranh, hoat dong tot hon
doi thii, nhkm dat dugc doanh thu cao hon trung binh. Cac DN thuong lira chgn tu ba chien
luge C ban : Dan dau ve chi phi, khac biet hoa san pham va tap trung.
O
Bang 2-7 : Nguon goc loi the canh tranh va cac chien luuc canh tranh co* ban
Dan dau Khac biet hoa Tap trung
ve chi phi san pham
Khac biet hoa Thap Cao Thap den cao
san pham (chii yeu bang (chii yeu bang ( gia hoac tinh dgc
gia) tinh dgc nhat) nh4t)
Phan doan Thap Cao Thap
thj truong (thi truong dai (nhieu doan thi ( mot hoac mot so
tra) trucmg) doan thi truong)
Kha nang San xuat va quan Nghien cuu va Bat ky loai kha
rieng biet ly nguyen lieu phat trien, ban va nang rieng biet
Marketing nao
2.5,1,Chien luac Dan dau vi chi phi
La chien luge de co the san xuat hang hoa hoac djch vu 6 chi phi thap hon cac doi thu. Chien
luge nay co hai lgi the co ban. Thu nhdt, vai chi phi thap hon, nguoi dan dau ve chi phi co
the dat gia thap hon doi thii nhung van thu dugc lgi nhuan bang cac doi thu. Neu cac DN
trong mot nganh dat cac gia tri tuong tu cho cac san pham cua minh thi nguoi dan dau ve chi
phi C the thu dugc lgi nhuan cao hon vi co chi phi thap hon. Thu hai, neu su canh tranh
O
trong nganh tang va cac DN canh tranh bang gia thi nguoi dan dau ve chi phi c6 kha nang
dung virng trong canh tranh ban cac DN khac boi chi phi thap hon ciia minh.
- Cac giai phap chien luffc : Lira chgn miic khac biet hoa san pham thap. Viec khac biet hoa
san pham thuong ton kem. Do vay chi phi cho viec nay khong qua chenh lech so voi miic
doi thii khac biet hoa; de miic khac biet hoa dat dugc chi phi thap nguoi dan d^u vl chi phi
24
39. thuong bo qua cac doan thi truong khac nhau, thuong quan tam den thi truong 6 pham vi
rgng Ion, thuc te cac DN thuong dat gia thap hon cac doi thii canh tranh cua minh de hap dan
khach hang den voi cac san pham ciia minh; nguoi dan dau ve chi phi phat trien cac kha
nang rieng biet cua minh trong san xuat va quan ly nguyen vat lieu de tang tinh hieu qua, ha
thap chi phi so voi doi thii.
- Loi the : Mot each chung nhat, cac bien phap de DN dat dugc lgi the ve chi phi thay doi
theo tung nganh va co cau nganh. Co the lgi the bat nguon tu quy mo san xuat, dgc quyen
cong nghe, uu dai ve nguyen lieu, cau thanh san pham, miic do dich vu, quy trinh ky thuat...
Lgi the ciia moi chien luge co ban dugc mo ta tot nhat theo mo hinh 5 luc lucmg ciia Porter.
Din dau ve chi phi dugc bao ve khoi cac doi thii canh tranh trong nganh bang lgi the chi phi
ciia minh; chi phi thap ciing co nghia la no se it bi anh huong han cac doi thii canh tranh tir
viec tang gia cac dau vao neu c6 cac nguoi cung ung co siic manh va it anh huong boi su
giam gia doi voi san pham ciia minh neu co nhung nguoi mua c6 siic manh hon; sir dan dau
ve chi phi thuong doi hoi phan lan viec lam tang siic manh mac ca true dien voi nguoi cung;
neu cac san pham thay the bat dau vao thi truong, vai chi phi thap nguoi dan dau ve chi phi
C the giam gia de canh tranh, duy tri dugc thi phan ciia minh;
O
Voi lgi the ve chi phi, nguoi dan dau ve chi phi tao ra hang rao ra nhap nganh. Cac DN khac
muon ra nhap nganh that kho khan co su phu hgp ve chi phi hoac gia ciia nguoi dan dku vl
chi phi. Nguoi dan dau ve chi phi co vi the tuong doi an toan chung nao co the duy tri lgi thi
chi phi ciia minh va gia la chia khoa cho con so nguoi mua dang ke.
- Bat loi : Nhimg nguy co chinh ciia phuong phap dan dau ve chi phi kn nkp trong kha nang
cac doi thii tim each san xuat voi chi phi thap hon va tan cong lai nguoi dan d^u vl chi phi
bang chinh "so truong" ciia nguoi do. Kha nang ciia cac doi thii co thi dl dang b^t chuoc
cac phuong phap ciia nguoi dan dau ve chi phi la mot moi de doa dii voi chiln luge dan dku
25
40. ve chi phi; co nii ro la nguoi dan dku vl chi phi, chi suy nghi vl giam chi phi, co thi khong
theo doi dugc nhiing thay dii trong thi hilu ciia nguoi tieu diing, co thi ra quyet dinh giam
chi phi nhung anh huong ro net den cau ve san pham.
Tom lai, cin luu y la viec theo duli chiln luge chi phi th4p khong loai tru kha nang chuyen
mon hoa. Vkn dl quan trgng la san phkm phai dugc khach hang chap nhan khi so sanh voi
san phkm canh tranh. Vi vay, chi phi Xhkp chi co uu thi canh tranh nlu DN dam bao mot
muc do khac biet hoa san phdm nh4t dinh dugc nguoi tieu dung nhan biet va chap thuan.
2.5.2. Chien iu(rc khac bi^t hoa san pham
Muc dich ciia chiln luge khac biet hoa la de dat dugc lgi the canh tranh bang viec tao ra san
pham, hang hoa hoac dich vu ma dugc nguoi tieu diing nhan thiic la dgc dao nhat theo nhan
xet cua hg. Kha nang cua mot DN khac biet hoa san pham de thoa man nhu cau ciia nguoi
tieu diing theo each ma cae doi thii canh tranh khong the co, nghia la no co the dat gia cao
hon dang ke so voi miic trung binh cua nganh. Kha nang tang doanh thu bang each dat gia
cao ( chii khong phai bang giam chi phi nhu nguoi dan dau ve chi phi) cho phep nguoi khac
biet hoa san pham hoat dong tot hon cac doi thii canh tranh ciia minh va nhan dugc lgi nhuan
cao hon.
- Cac giai phap chien luac : Su di biet hoa san pham co the dat dugc theo ba each chu ylu :
chat lugng, doi moi va tinh thich nghi voi khach hang. Viec doi moi rat quan trgng dii voi
san pham cong nghe phiic tap. Su hap dan ciia san pham doi voi nhung mong dgi vl glc cua
sir khac biet hoa. Mot di mat tam ly ciia khach hang co the tro thanh nguIn goc cua khac biet
hoa san pham, Su hap dan co the la ylu to gan lien voi dia vi hoac long kieu hanh ciia cac
nhom theo do tuoi va cac nhom kinh te xa hoi. Thuc te, co so ciia khac biet hoa san pham la
vo tan.
26
41. Mot DN theo duli chiln luge khac biet hoa san phkm co gang tu lam khac biet hoa cang
nhieu mat hang cang tot. No cang bat chuoc cac doi thu ciia minh it bao nhieu thi cang bao
ve dugc kha nang canh tranh bay nhieu va sir hap dan thi truong ciia no cang manh me va
rgng khap.
Noi chung, nguoi khac biet hoa san pham chia thi truong thanh nhieu doan. DN cung ling
san pham dugc thiet ke danh rieng cho moi doan va quyet dinh tro thanh nguoi khac biet
hoa rgng Ion, nhung DN co the lira chgn chi phuc vu cae doan thi truong ma 6 do co lgi
the khac biet hoa dac biet. Cuoi ciing, trong viec quyet dinh theo duoi kha nang rieng biet
nao, DN khac biet hoa san pham tap trung vao chiic nang to chiic cung cap cac nguon goc
ciia lgi the khac biet hoa san pham ciia minh. Sir khac biet hoa san pham la co so cho sir
doi moi va kha nang cong nghe phu va thugc vao chiic nang nghien cuu va phat trien.
- Loi the va bat loi: Sir khac biet hoa san pham ve cong viec khac cac doi thii canh tranh,
long trung thanh ciia khach hang vai nhan hang la mot tai san vo cung c6 gia tri. Cac DN
moi buoc phai tao ra kha nang rieng ciia minh de co the canh tranh voi cac hang hien tai va
la viec rat ton kem.
Moi de doa ciia cac san pham thay the phu thugc vao kha nang cac doi thii voi san pham thoa
man ciing nhiing nhu cau ciia khach hang ma cac san pham ciia nguoi khac biet hoa quan
tam, pha vo long trung thanh ciia khach hang doi voi nhan hieu san pham ciia DN.
Cac DN khac biet hoa phai tap trung nhieu vao hoat dong truyen thong giao tilp dl cung
cap nhiing thong tin, tinh chat doi dao va su khac biet ve san pham ciia minh.
Viec khac biet hoa san pham khong cho phep DN xem nhe van de chi phi, phkn chenh lech
gia phai lan hon chi phi bo sung de tao ra su khac biet ve san pham, dat miic chi phi tuong
duong hoac gan tuong duong voi cac doi thu canh tranh. Vi vay, can phai giam chi phi o
nhiing phan nao khong lam anh huong den tinh khac biet ciia san ph4m.
27
42. Cac cong nghe linh hoat moi cho phep cac hang theo duoi chien luge khac biet hoa san pham
6 chi phi Xhkp, tiic la ca dan dku vl chi phi va khac biet hoa san ph4m. Cho phep hang thue
hien khac biet hoa san phkm dk san xuk nhilu san pham o miic chi phi co the so sanh dugc
voi nguoi dan dau ve chi phi.
Mot each khac dl nha san xuk khac biet hoa san phkm co the thuc hien dugc lgi the theo
quy mo san xuk la tiln hanh tieu chuin hoa nhieu bg phan cau thanh sii dung trong san
pham cuoi ciing ciia no.
Mot hang ciing co thi giam gia chi phi san xuk va marketing neu no han che so model
trong dong san phkm bing viec ban trgn goi cac "phuong an" san pham chii khong phai de
cho nguoi tieu dung quylt dinh hg can cac phuong an nao. He thong luu kho kip thai ciing
C thi giiip giam chi phi, cai thien chat lugng va do tin cay ciia san pham ciia DN.
O
Theo duli chiln luge kit hgp la eo lgi nhat va cac DN nhanh chong tranh thii lgi the tu san
xuk mai, quan ly nguyen lieu va phuong phap marketing.
2.5,3. Chien luac tap trung
Chiln luge tap trung khac voi hai chien luge tren chii yeu vi no dinh huong phuc vu nhu cau
ciia mot nhom hiiu ban nguoi tieu diing hoac doan thi truong. DN theo duoi chien luge trgng
tam hoa chii trgng vao viec phuc vu mot doan thi truong cu the, doan do co the dugc xac
dinh theo tieu thiic dia ly, loai khach hang hoac mot nhanh ciia dong san pham. Thong qua
hoac khac biet hoa san pham hoac chi phi thap. Ve ban chat DN tap trung la mot nha khac
biet hoa san pham hoac nha dan dau ve chi phi.
Mot dac diem niia la DN tap trung canh tranh voi nguoi khac biet hoa san pham chi trong
mot hoac mot so it doan thi truong phat trien chat lugng san pham khac biet hoa thanh cong
vi hg C kien thiic chi ve mot tap hgp nho khach hang hoac ve khu vuc. Hon niia, viec tap
O
28
43. trung vao nhiing chuoi nho san pham doi khi cho phep nguoi ta tap trung dua ra su doi moi
nhanh hon la DN khac biet hoa Ion.
- Cac giai phap chien luo'c: Doi voi cac nhom khach hang, DN tap trung chgn cac doan de
canh tranh trong do chii khong phai la toan bg thi truong nhu nguoi dan dau ve chi phi hoac
thoa man mot so Ion cac doan nhu nguoi khac biet hoa san pham noi chung; DN sii dung
chien luge tap trung co the co nhieu each de phat trien lgi the canh tranh va dieu do giai
thich tai sao c6 qua nhieu DN nho so voi DN lan. Mot DN tap trung co nhieu co hoi de phat
trien cac hoat dong rieng ciia minh va canh tranh voi cac DN chi phi thap va khac biet hoa
dang C xu huong Ion hon len. Chien luge tap trung tao ra mot co hoi cho nha kinh doanh
O
tim each lap day " khoang trong " nhu cau can thiet ciia khach hang.
- Loi the va bat loi: Canh tranh ciia DN tap trung bat nguon tu nguon goc kha nang rieng
biet ciia no - hieu qua, chat lugng, doi moi, hoac tinh thich nghi voi khach hang. No dugc
bao ve truoc cac doi thii canh tranh 6 chung muc ma no co the cung cap hang hoa va djch vu
ma cac doi thu khong the thuc hien dugc. Nhung voi cac nha cung ling co siic manh thi DN
tap trung a vao the bat lgi vi mua nguyen lieu voi khoi lugng nho va vi the, quyen lire thugc
ve nguoi cung ling. Nhung chimg nao ma no con chuyen dugc phan tang gia (gia nguyen
lieu) sang cac khach hang trung thanh (gia ban cuoi cung) thi bat lgi nay co the khong phai
la van de Ion. Va viec tao ra long trung thanh doi voi khach hang ciing lam giam moi de doa
tu cac san pham thay the. Mot lgi the khac ciia chien luge tap trung la no cho phep DN tiln
gan voi khach hang va phan ling kjp thai voi nhung nhu cau dang thay dii ciia hg.
Vi nguoi tap trung san xuat khoi lugng it nen chi phi san xuat ciia no thuong cao hon cua
DN dan dau chi phi; cac chi phi cao hon cOng co the lam giam kha nang lgi nhuan nlu nguoi
tap trung buoc phai dau tu nhieu vao viec phat trien mot kha nang rieng biet; doan thi truong
ciia nguoi tap trung co the bat ngo bien mat vi sir thay doi cong nghe hoac thay dii so thich
29
44. ciia nguoi tieu diing. Su biln mk cac doan thi truong ciing la mot ly do tai sao nhieu DN
nho lai bi that bai; nguy co cac DN khac biet hoa san pham se canh tranh gianh giat cac doan
thi truong ciia nguoi tap trung.
2.5.4. Su be tac chien luac
M6i mot chiln luge dIu doi hoi DN thuc hien nhiing su lira chgn nhat quan san pham/thi
truong/kha nang rieng biet dl tao lap lgi the canh tranh. Noi each khac, mot DN phai dam
bao lam phu hgp ba bg phan cau thanh trong chien luge kinh doanli cap cong ty neu tren. Do
do, vi du: Mot cong ty chi phi thap khong the tan cong vao doan thi truong cao cap nhu cong
ty khac biet hoa san pham.
Su lira chgn chien luge cap DN thanh cong doi hoi chii y nghiem tiic den tat ca cac yeu to
ciia kl hoach canh tranh. Cae DN khong co ke hoach can thiet cho sir thanh cong ciia chien
luge da lira chgn se la "cac cong ty bi mac ket a giua" vi hg da thuc hien sir lira chgn san
phkm thi truong ma khong dam bao dat dugc hoac duy tri lgi the canh tranh (hoac chi phi
thap, hoac khac biet hoa san pham).
Viec mat kha nang kiem soat doi voi chien luge co ban rat de xay ra tru phi DN quan ly theo
doi sat cong viec kinh doanh va moi truong kinh doanh, lien tuc dieu chinh sir lira chgn san
pham thi truong de phu hgp voi cac dieu kien nganh dang thay doi.
Tom lai, viec quan ly thanh cong chien luge canh tranh noi chung doi hoi nhiing nha quan ly
chien luge chii y den hai van de chinh. Thii nhat, su dam bao rang cac quyet dinh san
pham/thi truong/kha nang rieng dugc dua ra la dinh huong theo mot chien luge canh tranh
nhat dinh. Thii hai, can giam sat moi truong de sao cho cac nguon goc ciia lgi the canh tranh
ciia DN phu hgp voi cac co hoi va cac moi de doa.
2.6. Khai niem ve nang luc canh tranh cot 15i
30
45. " Nang lire co ban ciia DN giong nhu re cay. Than cay la san pham co ban ciia no. 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 lai. 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 dao. 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 dii.
Nang lire co ban ciia DN do 4 ylu tl 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 tl 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
31
46. 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 dao. 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
C ban ciia doanh nghiep cang dgc dao thi thoi gian giir dugc the manh canh tranh cang dai,
O
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 C the van hanh thong suot, hai hoa MOI moi truong khach quan. Khong ngung nghien
O
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.
a) Phdn tich hoan cdnh khach quan vd diiu kien chu quan cua DN
32
47. - 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 yeu.
Hinh 2-8 : So* do cac buffc
Xay dung va thuc hi^n chien luac kinh doanh
Phan tich hoan canh Phan tich hoan canh
khach quan cua DN • chu quan cua DN
1 1
1
1 ' " 1 1 1'
Phirong Thiet ke, Sich
hirdug Myc Tu- lu-a chpn lu-Q-c cua
vi Tieu tirdTig con c^c b9
ITnh virc chien chien duong, phan
kinh luvc lir^-c bifn chirc
doanh phip de nSng
dat du"Q*c
1
1 ^r
Chien u(Xi kinh
z Thuc hien chien Danh gia va hoan
doanh luac kinh doanh thien CLKD
i i ii
(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")
33
48. 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 nao. 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 gia. 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 uu.
- 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.
34
49. 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 luge. 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 sau.
35
51. CHirONG 3
PH AN T ICH TH U C TRANG VAN DE CAN NGHIEN ClTU
Chuong 3, voi ngi dung giai thieu ting quan vl Cong ty 872; ap dung tong hgp cac mo hinh
PEST, Five force va Industry's success factors de phan tich moi truong kinh doanh nganh
XD-GTVT; ap dung mo hinh Value chain va Bechmarkinh de phan tich ngi bg C5ng ty 872;
I
phan tich canh tranh, cae chiln luge canh tranh va lira chgn CLKD ciia Cong ty 872; phan
tich nang lire canh tranh cot loi ciia Cong ty 872; ap dung mo hinh SWOT de danh gia tong
hgp vi the ciia Cong ty 872.
3.L Gioi thieu tong quan ve DN-C6ng ty Cp Xay dung cong trinh giao thong 872
I
- Tru so dang ky ciia Cong ty :
+ Dia chi: Km 9, duong Giai Phong, huyen Thanh Tri, thanh pho Ha Ngi.
i
+ Dienthoai: 04.8611316/8612957; Fax: 04.8614059; E.mail: congtycophan872@vnn.vn
+ Giay chiing nhan dang ky kinh doanh so 0103002955, ngay cap 25-9-2003, noi dang ky
kinh doanh : TP.Ha Ngi
- Nganh nghe kinh doanh : Xay dung cac cong trinh giao thong trong va ngoai nuoc (cau,
duong, san bay, ben cang); xay dung cac cong trinh kien tnic cong nghiep va dan dung (san
lap, xay lap cac ket cau, lap dat thiet bi dien chieu sang; duong day va tram dien den 35KV,
lap dat he thong cap thoat nuoc ); xay dung cac cong trinh thuy lgi; dau tu xay dung cac
cong trinh co sa ha tang cum dan cu; do thi, giao thong van tai; thi nghiem vat lieu, giam sat
cac cong trinh; siia ehiia xe may, thiet bi thi cong, san xuat va gia cong co khi; xuat nhap
khau vat tu thiet bi, phu tung, hang hoa; kinh doanh vat tu chuyen nganh GTVT; kinh doanli
bat dong san; kinh doanh thuong mai, dich vu du lich, khach san; van tai hanh khach hang
36
52. hoa; kinh doanh vat lieu xay dung; dai ly mua, dai ly ban, ky gui hang hoa; thiet ke cong
trinh cau duong bg.
- Dia ban da va dang kinh doanh : Cac tinh Bac, Trung, Nam -Viet Nam; nuoc Lao.
- San lugng chii ylu la XD-GTVT, binh quan trong 03 nam ( 2003-2005 ) la 103 ty.
- Tu thang 8-2003, dugc chuyen doi tu DNNN - thugc Bg GTVT sang Cong ty co phan, co
dong thanh lap Cong ty : Tong Cong ty Xay dung cong trinh giao thong 8-Bg GTVT gop
50% vIn, lao dong Cong ty 872 gop 49 % von va ngoai DN gop 1 % von dieu le.
Qua trinh phat trien va truong thanh :
Cong ty Cp Xay dung cong trinh giao thong 872, tien than la Tong dgi Thanh nien xung
phong 572 nhiem ky IIL Dugc thanh lap thang 5 nam 1972 . True thugc Ban xay dung 64 (
Nay la Tong Cong ty Xay dung cong trinh giao thong 8- Bo GTVT ). Suot 18 nam lien tuc,
don vi lam nhiem vu Quoc te tren mat tran GTVT tai Lao. Ba nam dau phuc vu cuoc khang
chien chong My - Nguy cho den ngay Lao gianh toan thang, lap nen Nuac Cong hoa Dan
chii Nhan dan Lao 2-12-1975. Ke do la 15 nam phuc vu hai nhiem vu chien luge xay dung
va bao ve to quoc Lao. Hang nghin lugt can bg, cong nhan, thanh nien xung phong ciia don
vi da vugt qua muon van kho khan, gian kho, by sinh de hoan thanh xuat sac nhiem vu Quoc
te ve vang.
Tu nam 1990 den nay, Cong ty hoat dong XD-GTVT trong nuoc voi co che moi, Cong ty da
phat huy truyen thong, vuon len, khong ngung doi moi, tang truong, thuc hien nghiem nghia
vu voi Nha nuoc va khong ngung cai thien doi song vat chat tinh than ciia nguoi lao dong.
Can bg cong nhan vien doan ket, gan bo, mot long xay dung Cong ty ngay cang phat trien .
Cac giai doan lich su :
- Giai doan 1972-1975 : Nhiem vu chii yeu cua Tong dgi Thanh nien xung phong 572 la mo
duong va dam bao giao thong giiip Lao.Voi tong so lire lugng lao dong ban dau khoang
37
53. 2.500 nguoi. Tong dgi Thanh nien xung phong 572 da phan dau voi tinh than ''Song bam
cau duong, chet kien cuong diing cam" ; " Dich pha, ta siia ta di, Dich cii pha, ta cii di" Tat
ca vi nhiem vu Quoc te tren mat tran dam bao giao thong. Gop phan lam nen chien thang ve
vang ciia hai dan toe Viet - Lao
- Giai doan 1976-1989: Buoc vao giai doan moi. Chuyen huong nhiem vu sang xay dung
cong trinh GTVT giiip Lao khoi phuc va phat trien kinh te.
Ngay 29-09-1975, Tong dgi Thanh nien xung phong 572 dugc chuyen thanh Cong truong
572 thugc Lien hiep cac xi nghiep Giao thong 8. Den nam 1982 doi ten thanh Xi nghiep Xay
dung Duong 572 thugc Lien hiep cac xi nghiep Giao thong 8, nam 1989 doi ten thanh Xi
nghiep Xay dung Cong trinh 572, thugc Lien hiep cac xi nghiep Giao thong 8 ( nay la Tong
Cong ty Xay dung cong trinh giao thong 8 ). Liic nay luc lugng gom 423 lao dong, 09 don
vj san xuat, 08 phong ban nghiep vu .
Trong suot qua trinh cong tac, du bat ky hoan canh kho khan nao, Xi nghiep Xay dung Cong
trinh giao thong 572 ciing luon neu cao y chi quyet tam, hoan thanh xuat sac nhiem vu. Gop
phan lam tron nhiem vu Quoc te quang vinh.
- Giai doan 1990-2001: Cuoi nam 1989, Xi nghiep Xay dung cong trinh giao thong 572
chuyen dan ve nuoc xay dung cac cong trinh theo phuong thiic moi. Ngay 9-01- 1992, dii
ten Xi nghiep Xay dung Cong trinh 572 thanh Cong ty Xay dung cong trinh 572. Liic nay
Cong ty hach toan dgc lap va co 06 don vi san xuat, 05 phong ban nghiep vu. Den-nam 1995
dii ten thanh Cong ty Xay dung Cong trinh giao thong 872, thugc Ting Cong ty Xay dung
Cong trinh giao thong 8, Bg GTVT.
Chi trong mot thai gian ngin tu nam 1991 gia tri san lugng dat 4,018 ty ding, den nam 1996
gia tri san lugng dat 25,784 ty ding. Miic tang truong binh quan hang nam 100 % - 102 %,
nam 1996 tang 27 lan so voi nam 1991, nam 1997 dat 28,247 ty ding, nam 1998 dat 39,709
38
54. ty ding, nam 1999 dat 50,537 ty ding, nam 2000 dat 47,945 ty ding. Nam 2000 va 2001 la
nhiing nam Cong ty gap nhilu kho khan ve cong viec lam, nam 2001 chi dat 41,930 ty dong.
Din culi nam 2001, tai san cl dinh ciia Cong ty 6 trong tinh trang thieu va gia coi.
- Giai doan 2002- nay : Cong ty da dugc dau tu them hon 22 ty dong thiet bi thi cong, cac co
hoi cong viec lam ngay cang dugc mo rgng. Cong ty da doi moi toan dien, voi khong khi
phin khoi, phat huy truyin thing 30 nam, nang san lugng nam 2002 dat 70,6 ty dong, nam
2003 dat 85,320 ty ding, nam 2004 dat 119,049 ty ding, nam 2005 dat 105,634 ty ding, kl
hoach nam 2006 la 110,000 ty ding.
Trai qua gkn 35 nam xay dung va truong thanh, Cong ty Xay dung cong trinh giao thong
872 da dugc hai nha nuoc Viet Nam va Lao tang nhung phan thuong cao quy. Nha nuoc
Viet Nam tang thuong: Huan chuong lao dong hang Ba - nam 1977, Huan chuong lao dong
hang Nhi - nam 1996, Huan chuong lao dong hang Nhat - nam 1985 va nam 1986, Huan
chuang chien cong hang Nhi - nam 1986, Anh hung lao dong - nam 1985. Nha nuoc Lao
tang thuong : Huan chuong Huu nghi, Huan chuong It XaLa hang Nhat, Huan chuang chien
cong hang Nhi.
Mo hinh ctf cau quan ly, dieu hanh Cong ty hien nay :
Ve C cau to chiic Cong ty 872 da chuyen doi sang cong ty co phan. Co cau to chiic Cong ty
O
872 dugc mo ta qua hinh 3-6 : So do to chiic bg may Cong ty 872, trang 58b. Co quan cao
nhat ciia Cong ty la Dai hoi dong co dong. Hoi dong quan tri ( HDQT ) la co quan thay mat
Dai hoi dong co dong quan ly Cong ty, thuc hien nghi quyet ciia Dai hoi. Giam doc dieu
hanh true tiep dieu hanh Cong ty, bg may quan ly Cong ty. Ban Kiem soat thay mat Dai hoi
dong cl dong kilm soat boat dong ciia HDQT, ciia Giam die va boat dong SXKD ciia C5ng
ty.
39
55. Bg may quan ly Cong ty theo quan he dgc : HDQT, Giam doc, cac phong ban, cac dgi san
xuat; xi nghiep; chi nhanh.
He thong Dang sinh boat theo Tong Cong ty Xay dung cong trinh giao thong 8- Thanh uy
Ha Ngi. Cong doan hien dang sinh hoat theo - nganh GTVT.
Quyen va Nhiem vu cua cac bo phan, to chuc trong Cong ty ( xem phan phu luc tu
trangl 12 den trang 125 ).
3.2. Ap dung tong hop cac mo hinh PEST, Five force va Industry's success factors de
phan tich moi truong kinh doanh nganh XD-GTVT
3.2.1. Moi trucmg ben ngoai
a) Mdi tru&ng chinh tri vd phap luat cda DN
- The che kinh ti :
+ Nha nuoc ta thuc hien quan ly kinh te thi truong voi cac quan diem nhu sau :
. Co net rieng : Ve chinh tri, Dang lanh dao Nha nuoc, Nha nuoc eiia dan, do dan, vi dan. Ve
kinh te, thi truong co nhieu thanh phan, trong do kinh te Nha nuoc giu vai tro chu dao, cung
kinh te hgp tac phat trien dan nen tang kinh te quoc dan.
. Nhiing net giong cae nuoc khac : Thua nhan tinh dgc lap ciia chii the thi truong la cac ca
nhan va DN. Hg tu chii ra cac quyet djnh kinh te, tu minh chiu trach nhiem; xay dung he
thong thi truong co tinh canh tranh, gia ca do thi truong quyet dinh; xay dung co che dieu
tiet kinh te vi mo co hieu qua, thuc hien su huong dan, giam sat va khong-che doi vai thi
trucmg; hoan chinh he thong phap luat, phap luat kinh te, bao dam hanh lang phap ly cho cac
boat dong kinh tl.
+ Quan he giira DN voi nganh : Thong qua viec thuc hien XD-GTVT, he thong Cong doan
nganh de nam viing the che, chii truong chinh sach eiia nganh, ciia Nha nuoc.
- Chinh tri: The hien su on dinh chinh tri va moi truong SXKD;
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56. - Mdi truong phap lugt : He thong luat phap dugc quan tam siia doi, ngay cang hoan thien
tao dieu kien cho moi truong SXKD ngay cang thuan lgi;
- Tuy nhien rieng doi voi nganh XD - GTVT ciing gap kho khan do mot si thi chi chinh
sach chua cu the, bat cap (trach nhiem thuc sir ciia chii dau tu; su cong bang giiia nha thAu
va chu dau tu; co che gia...).
b) Mdi tru&ng kinh ti cda DN
- Co cdu kinh te xd hoi : Ty trgng dau tu cho nganh cong nghiep va xay dung nam 2005
chiem 41%, rieng dau tu co so ha tang nhieu nam qua chiem khoang 10% GDP hang nam.
Ke hoach den nam 2010 co cau dau tu cho nganh cong nghiep va xay dung la 43 -^ 44%;
- Trinh do phat trien kinh ti :
+ GDP 2001 - - 2005 binh quan trong 5 nam dat 7,51%/ nam, rieng 2005 dat 8,4% tuong
=
duong 838.000 ty dong. Trong do khu vuc kinh te Nha nuoc chiem 38,4% GDP, khoi kinh te
dan doanh chiem 45,7% GDP, kinh te co von dau tu nuoc ngoai chiem 15,9%;
Ke hoach phat trien kinh te giai doan nam 2006 -^2010: GDP nam 2010 tang 2,1 lan so voi
nam 2000. GDP dat 7,5 ~ 8%/ nam, phkn dku tang hon 8%/ nam, din nam 2010 GDP dat
1.690 -^ 1.760 ngan ty (tuong duong 94 -I- 98 ty USD ), ting dku tu xa hoi khoang 40%.
GDP theo dku nguoi nam 2005 dat 640 USD (1990: 200 USD; cac nuoc phat triin 2004: 825
USD). Kl hoach nam 2010 dat 1050 -f 1100 USD ( theo WB cac nuoc dang phat triin du
tinh dat 950 USD); -—
Sir tang truong GDP qua cac nam qua va Ke hoach phat trien kinh te giai doan nam 2006 ^
2010 da cho ta thay tong von dau tu vao nen kinh te, su tang truong kinh te Viet Nam tao co
hoi cho cac nha san xuat va dau tu cong nghiep va xay dung, cho phat trien nganh xay dung
ha tang trong do co XD - GTVT.
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57. + Thu nhap dau nguoi mac du chua cao, nhung cac nam dIu tang : Nam 1996 la 226.700
d/ngu6i/thang, nam 2002 la 356.100 d/ngu6i/thang, nam 2004 la 484.400 d/nguoi/thang.
Rieng nam 2004 thu nhap binh quan nong thon 378.400 d/nguoi/thang, thanh thi 815.400
d/ngu6i/thang.
Ty le ngheo 2005 con 22%) (chuin moi), du tinh din 2010 giam ty le ngheo con 10 -^ 11 %.
Ty le nay cho thay siic mua va sir phat trien kinh tl se tang, thuan lgi cho viec tang SXKD.
Tuy nhien cung cho thay rang nen tan dung den miic cao nhat lao dong thoi vu; lao dong o
cac khu vuc nong thon nham ha gia thanh;
+ Ty le lai suattu 2005 va 2006 tang cao: 0,9 ^ 1,2%/thang, trong tinh trang sii dung von
vay cao, cong tac nghiem thu thanh toan cham, ng ton dgng se gay kho khan lan va se la tro
lire cho thuc thi chien luge phat trien SXKD;
+ Ty gia hoi doai voi dong USD tuong doi on dinh trong vai nam qua (toe do tang gia nam
2003 la 2,2%, nam 2004 la 0,4%, nam 2005 la 0,9%; din ngay 29/5/2006 gia giao djch binh
quan khoang 15.930 d/USD ) tao dieu kien cho viec thanh toan quoc te, dau tu dai ban mua
thiet bi. Song sir kim giii gia voi mot thai gian dai, co the xuat hien su gia tang toe do tang
gia trong nhiing nam toi. Can nghien cuu, can trgng;
+ Chi so gia tieu diing nhieu nam tang cao ( nam 2003 la 103,2; nam 2004 la 107,7 va nam
2005 la 8,4% ). Nam thang dau nam 2006 ty so tieu diing tang 3,6%. Tinh trang nay gay kho
khan cho viec giai quylt thu nhap, doi sing ciia nguoi lao dgng, tang chi phi nhan cong;
- Chinh sach vi kinh ti co lien quan din nganh trong nhirng nam toi:
+ Dang va Nha nuac ta da dk ra phuong huong, khang dinh 5 nam 2006-2010 c6 y nghia
quylt dinh dii vai viec hoan thanh thing lgi Chien luge phat trien kinh te xa hoi 10 nam (
2001-2010). " D^y manh cong nghiep hoa, hien dai hoa va phat trien kinh te tri thiic, tao nen
tang dl dua nuoc ta co ban tro thanh nuoc cong nghiep theo huong hien dai vao nam 2020.
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58. Giu' viing on dinh chinh tri va trat tu an toan xa hoi ...Nang cao vi thi ciia Viet Nam trong
khu vuc va tren truong quie tl" (Nghi Quylt Dai hoi X- Dang Cong san Viet Nam ).
Chu truong phat trien nhanh ban cong nghiep va xay dung theo huong nang cao ch4t lugng,
siic canh tranh va hien dai boa; thuc hien nhk quan cae chinh sach tao moi truong thuan lgi
cho hoat dgng dau tu, kinh doanh va phat triin manh me cac loai hinh DN; thu hiit manh
nguon luc dau tu nuac ngoai; trong 5 nam toi on dinh gia tri ding tiln, kilm soat lam phat;
phat trien manh va nang cao hieu qua hoat dgng khoa hgc cong nghe.
+ Chien luge phat trien nganh GTVT : " GTVT Viet Nam phai phat triin ding bg ca vl kit
cau ha tang, dich vu van tai va cong nghiep GTVT theo huong cong nghiep hoa-hien dai boa
...Phat trien ket cau ha ting giao thong giai doan den nam 2010 tap trung dua vao cip ky
thuat va nang cap cac cong trinh hien co, ket hgp xay dung moi mot so cong trinh phuc vu
dac lrc cho phat trien kinh te xa hoi ciia trung uong va dia phuong. Giai doan 2010-2020
hoan chinh, hien dai hoa va tiep tuc phat trien ket cau ha tang giao thong dam bao van tai toi
uu tren toan mang luoi". Chien luge de cap den muc tieu, chien luge phat trien ket cau ha
tang giao thong chii trgng den: He thong giao thong doi ngoai; cac true duong dgc Bac-Nam;
khu vuc phia Bac, Trung, Nam; ve giao thong do thi " Phat trien giao thong do thi a cac
thanh pho Ion ciia Viet Nam la mot trgng tam trong dinh huong thoi gian toi"; ve giao thong
nong thon " Xay dung mang duong giao thong nong thon (duong bg) den tat ca ca trung tam
xa trong ca nuoc, x6a cau khi o vung dong bang song Ciiu Long" ( Chien luge phat trien
nganh GTVT Viet Nam den nam 2020 - nguon Bg GTVT ).
c) Mdi tru&ng KHKT cda DN
Hien nay, theo danh gia ciia Dang, Nha nuac, KH & CN chua dap ung yeu cau phat trien
kinh te - xa hoi. Trinh dg cong nghe trong nhieu nganh con lac hau; viec chuyen giao cong
nghe con rat cham.
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59. Dang, Nha nuoc ta chu truong : Phat triin manh va nang cao hieu qua boat dgng KH & CN.
Diy manh nghien cuu va ung dung thanh tuu KH & CN, tao buoc dot pha vl nang suit, chit
lugng va hieu qua trong tung nganh, tung ITnh vuc ciia nIn kinh tl. Tang nhanh nang lire KH
& CN ngi sinh di doi voi tang cuong tilp thu thanh tuu KH & CN thi gioi. Diy manh xa hoi
hoa boat dgng KH & CN dong thoi Nha nuoc tap trung diu tu vao cac chuong trinh nghien
cuu QuIe gia, phan diu dat trinh do khu vuc va Thi giai; xay dung tilm lire KH & CN cho
mot so ITnh vuc trgng diem, cong nghe cao. Chii trgng cong tac dao tao, bl sung co chi,
chinh sach su dung, dai ngg can bg khoa hgc.
Co chinh sach khuyen khich va ho trg cac DN doi mdi va chuyin giao cong nghe, nghien
cuu va ling dung thanh tuu KH & CN vao san xuat va doi song. Phat triin quan he lien kit,
dat hang giua cac don vi san xuat kinh doanh, cac to chiic va ca nhan c6 nhu cau voi cac co
so nghien cuu KH & CN. Khuyen khich va ho trg cac doanh nghiep, truoc bet la cac ting
cong ty lan, trien khai cac boat dgng nghien cuu KH & CN. Khuyen khich phat trien cac
doanh nghiep khoa hgc va cong nghe thugc mgi thanh phan kinh te.
Thuc hien chinh sach trgng dung nhan tai, cac nha khoa hgc dau nganh, tong cong trinh ky
su, ky su truong, ky thuat vien lanh nghe va cong nhan ky thuat co tay nghe cao.
Day manh hgp tac quoc te, chuyen giao cong nghe, khuyen khich to chiic, ca nhan nuoc
ngoai dau tu ve KH & CN.
Trinh do KHKT va cong nghe trong nganh GTVT: Da day manhcong tac nghien cuu, ap
dung, chuyen giao cong nghe thi cong cau duong. Hien Viet Nam da dat cac thanh tuu sau:
- Toi nay 90% cong viec a cac cong ty tu van thiet ke hang dau ciia nganh da sii dung cong
nghe thong tin va ky thuat so;
- Cac cong trinh duong bg : Da ap dung cac cong nghe moi AASHTO, mong da dam cap
phoi thi cong bang may rai, lu rung; mat duong be tong nhua nong, be tong xi mang; xii ly
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60. nen dit yeu bang vai dia, bic tham, cgc cat, san giam tai; cong nghe sii ly sut trugt nhu neo
trong dat, rg da Terramesh va Maccaferri, co Vetiver v.v...
- Cac cong trinh ciu, ap dung cac cong nghe moi nhu : Be tong du ung luc diic tung nhip tai
cho, diic tai xuong, diic hang, diic can bang, diic diy; sir dung cac loai phu gia dac biet; kit
ciu mong cgc khoan nhoi, gieng chim, thung chim hien dai; mong sau din 100m; ciu day
vang toi nhip 135m ( ciu Cin Tho 550m, ciu Bai Chay 435m) v.v...
- Cong nghe thi cong da phin ap dung theo quy trinh AASHTO, tieu chuin chit lugng
ASTM ( Hoa Ky) co dieu chinh phu hgp theo dieu kien Viet Nam;
- Cac DN da ap dung cong nghe thong tin, cac phan mem thiet ke, quan ly, du toan. Quan ly
cac du an da theo xu huong hien dai, theo thong le quoc te;
- Luc lugng KHKT cua nganh : Co Vien khoa hgc ky thuat cau duong, Vien nghien ciiu
chien luge GTVT, co cac tong Cong ty, cong ty tu vin thiet ke hien dang dam duong dugc
yeu cau chung ciia nganh.
- Su phat trien cong nghe thong tin; xu huong nhat the hoa kinh te; nen kinh te tri thiic;
phong trao sat nhap, lien hgp tri thiic boa, mang hoa. Dieu do se thay doi moi truong KHKT
ciia cac DN, day manh viec doi moi KHKT ciia xa hoi, thiic day viec chuyen giao cong nghe
va thay doi co cau nganh nghe hien nay.
Yeu cau ve cong nghe moi neu tren lam ro lgi the canh tranh ciia cac DN chuyen nganh, nam
lay cac co hoi ma sir thay doi do mang lai, thuc hien tien bg ky thuat va nang cap ky thuat o
DN minh.Va la rao can khong nho cho cac doi thii tiem nang;
d) Mdi tru&ng van hoa xd hoi cua DN
Moi truung xa hoi cua DN :
- Xa hoi, dan so va lao dgng :
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