CHNG 1

NHAP MON CHIEN

LC & CHNH SACH
KINH DOANH

NHAN DIEN CHIEN

LC
Chuyen ngu ngon con rua vi con
tho
Hiep 1 : Rua thang tho thua
Hiep 2 : Rua thua tho thang
Hiep 3 : Rua thang tho thua

Rua thang v no biet chon

ung san chi, trong san
chi o no co u the vt
troi, va a c oi thu
vao ung san chi cua
mnh, bat oi thu phai van
hanh theo cach chi va kieu

I. NHNG KHAI NIEM

I.1 Chien lc la g ?
Khai niem chien lc xuat phat

t trong quan s, co t thi xa

xa trong lch s.
Sau the chien th 2 bat au
ng dung rong rai trong kinh te
& quan ly.

I. NHNG KHAI NIEM

Trong quan s

Chien lc la s dung hp
ly BINH LC trong nhng
KHONG GIAN va THI GIAN
cu the e khai thac C HOI
tao SC MANH TNG OI
e gianh THANG LI trong
cuoc chien

I. NHNG KHAI NIEM

I.2 Chien lc kinh doanh la
g ?
1.BINH
Ta so sanh
LC
1.NGUON
2.KHONG
GIAN
3.THI GIAN
4.SC MANH
TNG OI
5.THANG LI
6.CUOC

LC
2.TH
TRNG
3.C HOI
4.LI THE
CANH
TRANH

I. NHNG KHAI NIEM

Chien lc kinh doanh la qua
trnh phoi hp va s dung hp
ly nguon lc trong nhng th
trng xac nh, nham khai
thac c hoi kinh doanh tao ra li
the canh tranh e tao ra s phat
trien on nh va ben vng cho
doanh nghiep.

I. NHNG KHAI NIEM

Nh vay can chu y 3 van e

c ban cua chien lc

NGUON
LC

LI THE
CANH TRANH

PHAT
TRIEN

iem cot loi cua chien lc la

tm ra con ng toi u e at
c muc tieu kinh doanh
C s chnh cua chien lc la
khai thac nguon lc tao li the
canh tranh trong nhng rang buoc

I. NHNG KHAI NIEM

Chien lc phai at c 5P
PLOY (MU LC)

PERSPECTIVE
(TRIEN VONG)

PLAN
(HOACH NH)

PATTERN (MO THC)

POSITION
(V TR)

I. NHNG KHAI NIEM

CHIEN
LC
PHAI
BAO
GOM

1.MUC TIEU CAN AT C

2.CAC QUYET NH CHIEN L
3.CAC CHNH SACH THCH HP
4.CAC KE HOACH & CHNG
TRNH HANH ONG CU THE

I. NHNG KHAI NIEM

I.3 Chnh sach la g ?
Chnh sach la nhng hng
dan, qui tac, thu tuc c thiet
lap e bao am cho viec thc
hien nhng muc tieu a e ra.
Chnh sach la nhng khuon
kho, nhng ieu khoan, nhng
qui nh chung tao nhng c s
thong nhat khi ra quyet nh
quan tr

I. NHNG KHAI NIEM

Chnh sach c the hien tren nhieu
mc o
Chnh sach dai han, chnh sach ngan han
Chnh sach cho toan bo to chc, chnh
sach bo phan
Lu y quan trong : chnh sach du
cap o nao cung phai mang tnh
thong nhat va phu hp vi muc
tieu chien lc.

I. NHNG KHAI NIEM

cao

Chnh sach cap cao :

1.Tnh bao trum to chc
2.Tnh thong nhat
3.On nh va lau dai
4.La nhng cam ket cua

gia

thap

Chnh sach cap tha

1.Tnh ac thu
2.Gan lien vi chc n
3.Chi tiet & cu the

I. NHNG KHAI NIEM

I.4 Quan tr chien lc la g ?
Quan tr chien lc la qua trnh
lien ket ben trong va ben
ngoai e xac nh mot phng
an chien lc phu hp
C HOI

E DOA

IEM MANH

IEM YEU

PHNG
AN
CHIEN
LC

I. NHNG KHAI NIEM

Quan tr chien lc la mot
qua trnh 3 giai oan ket hp
chat che vi nhau
Xay dng
Chien lc

Thc thi
Chien lc

Kiem tra
Chien lc

I. NHNG KHAI NIEM

NANG LC
CUA DOANH
NGHIEP

AC TRNG
CUA MOI
TRNG

CHIE
N
L
C

CAC GIA
TR THEO
UOI

CAC MONG
I CUA
XA HOI

I. NHNG KHAI NIEM

I.5 Nhng yeu cau cua quan tr
chien lc cac doanh nghiep
1. Chien lc phai at muc tieu tang
nang lc canh tranh va tao li the
canh tranh cho doanh nghiep
2. Chien lc kinh doanh phai bao
am s an toan cua doanh nghiep
3. Chien lc kinh doanh phai xac nh
ro lanh vc va pham vi kinh doanh
cua doanh nghiep

I. NHNG KHAI NIEM

4. Chien lc kinh doanh phai
phu hp vi moi trng canh
tranh hien tai va tng lai
5. Chien lc kinh doanh phai
co phng an d phong
6. Chien lc kinh doanh phai
khai thac toi a c hoi

I. NHNG KHAI NIEM

I.6 Vai tro cua chien lc kinh doanh
1. nh hng con ng phat trien cua
doanh nghiep
2. Tao s thong nhat trong hanh ong
cua doanh nghiep
3. Khai thac va s dung hieu qua
nguon tai nguyen
4. oi pho va thch nghi nhanh vi
nhng bien oi cua moi trng canh
tranh

II. CAC NGUYEN LY

CHIEN LC
II.1 Nguyen ly iem Manh &
iem Yeu (got chan Achilles)

II. CAC NGUYEN LY

CHIEN LC
2.2 Nguyen ly C hoi & e
doa

II. CAC NGUYEN LY

CHIEN LC
II.3 Nguyen ly 3R

II. CAC NGUYEN LY

CHIEN LC
II.4 Nguyen ly Tam giac
phat trien

II. CAC NGUYEN LY

CHIEN LC
II.5 Nguyen ly th trng
Ngach (Niches)

III. CAC CAP CHIEN

LC
CHIEN LC
CONG TY

CHIEN LC TONG
THE
1. DAI HAN
2. BAO QUAT

CHIEN LC
SBU
CHIEN LC
CHC NANG

CHIEN LC CANH TRANH

1. GAN VI TH
TRNG
2. AC THU KINH
DOANH

III. CAC CAP CHIEN

LC
III.1 Chien lc cap cong ty
Con goi la chien lc tong the
hay chien lc chung
Co pham vi toan bo doanh nghiep
Mang tnh dai han va lam c s
cho viec xay dng chien lc canh
tranh va chien lc chc nang

III. CAC CAP CHIEN

LC
III.2 Chien lc cap SBU
La loai chien lc gan lien vi
th trng hay lanh vc kinh
doanh cu the
Chien lc xac nh cach thc
canh tranh cua doanh nghiep
ong gop vao s thanh cong
cua chien lc cong ty

III. CAC CAP CHIEN

LC
III.3 Chien lc chc nang
La chien lc c xay dng
cho nhng hoat ong cu the
cua kinh doanh
The hien qua cac chien lc
Marketing, chien lc tai chnh,
chien lc au t ..

IV. QUI TRNH HOACH NH

CHIEN LC
XAC NH S MANG

PHAN TCH MOI TRNG

ANH GIA NOI BO

XAC NH MUC TIEU

CHON LOAI CHIEN LC

TRIEN KHAI CHIEN LC

KIEM TRA CHIEN LC

IV. QUI TRNH HOACH NH

CHIEN LC
CHIEN
LC D
NH

CAN NHAC CHIEN LC

CHIEN
LC
KHONG
THC
HIEN

CHIEN
LC
THC
HIEN

CHIEN
LC
MI NOI
LEN

V. CAC CACH TIEP CAN CHIEN

LC
V.1 Tap trung vao nhan to
then chot cua thanh cong

V.2 Da vao li the tng

oi
V.3 Da vao s sang tao
V.4 Da vao mc o t do
cua canh tranh

VI. NHNG LU Y KHI

QUAN TR CHIEN LC
Chien lc khong phai la nhng

ke hoach lap ghep vi nhau.

Li nhuan la muc tieu quan
trong nhng khong phai la muc
tieu duy nhat trong kinh doanh
Thc hien chien lc oi hoi
phai tai cau truc hoat ong
cua doanh nghiep
Chien lc can phai linh hoa