De An Thac Sy

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BO GIAO DUC VA AO TAO

TRNG AI HOC KINH TE TP HO CH MINH

PHAM THUY LINH

XRT 0UNU LHlEN LUUL KlNH 0URNH LHU
LUNU TT BRU HlEM LHRU R
NURN HRNU LUNU THUUNU
EN NRM IUU

LUAN VAN THAC S KINH TE

TP. Ho Ch Minh, Nam 2006
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BO GIAO DUC VA AO TAO
TRNG AI HOC KINH TE THANH PHO HO CH MINH

PHAM THUY LINH

XRT 0UNU LHlEN LUUL KlNH 0URNH LHU
LUNU TT BRU HlEM LHRU R
NURN HRNU LUNU THUUNU
EN NRM IUU

Chuyen nganh : QUAN TR KINH DOANH
Ma so : 60.34.05

LUAN VAN THAC S KINH TE

Ngi hng dan khoa hoc : TS. NGUYEN NH LUAN

TP. Ho Ch Minh, Nam 2006
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MUC LUC
MUC LUC Trang
DANH MUC BIEU O, HNH VE, BANG, PHU LUC
DANH MUC CH VIET TAT
M AU
Chng 1: C S LY LUAN CHUNG CUA VIEC XAY DNG CHIEN
LC KINH DOANH
1.1. Khai niem ve chien lc kinh doanh va quan tr chien lc..................... 1
1.2. Vai tro cua quan tr chien lc oi vi s phat trien cua doanh nghiep ...2
1.3. Quy trnh xay dng chien lc kinh doanh ...............................................3
1.3.1 Quy trnh quan tr chien lc toan dien...............................................3
1.3.2 Quy trnh xay dng chien lc ............................................................4
1.3.2.1 Xac nh nhiem vu, muc tieu cua viec kinh doanh ........................ 4
1.3.2.2 anh gia cac yeu to ben ngoai ......................................................4
1.3.2.3 anh gia cac yeu to ben trong ....................................................... 8
1.3.2.4 Thiet lap muc tieu dai han........................................................... 10
1.3.2.5 Xay dng va la chon chien lc................................................. 10
1.4 Cong cu cung cap thong tin e xay dng chien lc .............................. 11
1.4.1 Ma tran cac yeu to ben trong ( IEF) .................................................. 11
1.4.2 Ma tran cac yeu to ben ngoai ( EEF) ................................................ 12
1.4.3 Ma tran hnh anh canh tranh ............................................................. 13
1.5 Cong cu e xay dng chien lc ........................................................... 13
1.5.1 Ma tran iem manh- iem yeu, c hoi nguy c ( SWOT) ............. 13
1.5.2 Ma tran hoach nh chien lc co the la chon ( QSPM)................. 14

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Chng 2: ANH GIA TNH HNH HOAT ONG CUA CONG TY VA
PHAN TCH CAC MOI TRNG LIEN QUAN EN HOAT ONG CUA
IAI
2.1 Gii thieu cong ty IAI............................................................................. 16
2.1.1 Qua trnh hnh thanh.......................................................................... 16
2.1.2 Tnh hnh hoat ong........................................................................... 17
2.2 Phan tch cac yeu to ben trong ............................................................... 18
2.2.1 anh gia cac yeu to cua moi trng noi bo ...................................... 18
2.2.1.1 Hoat ong marketing.................................................................... 18
2.2.1.2 Cong tac quan tr.......................................................................... 21
2.2.1.3 Tnh hnh tai chnh va nang lc bao hiem.................................... 22
2.2.1.4 Cong tac nhan s .......................................................................... 23
2.2.1.5 He thong thong tin ....................................................................... 24
2.2.2 Ma tran cac yeu to ben trong ........................................................... 24
2.3 anh gia cac anh hng cua moi trng ben ngoai ............................... 26
2.3.1 Phan tch cac yeu to cua moi trng v mo ....................................... 26
2.3.1.1 Anh hng cua moi trng kinh te ............................................... 26
2.3.1.2 Anh hng luat phap, chnh phu va chnh tr................................ 26
2.3.1.3 Anh hng van hoa, xa hoi .......................................................... 27
2.3.1.4 Anh hng cua moi trng t nhien............................................. 28
2.3.2 Anh hng t moi trng vi mo ....................................................... 29
2.3.2.1 oi thu canh tranh........................................................................ 29
2.3.2.2 Khach hang.................................................................................. 31
2.3.2.3 Nha cung cap ............................................................................... 32
2.3.3 Ma tran cac yeu to ben ngoai ........................................................... 32
2.3.4 Ma tran hnh anh canh tranh.............................................................. 33
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Chng 3: XAY DNG CHIEN LC KINH DOANH CUA IAI EN NAM
2010
3.1 Quan iem, muc tieu .............................................................................. 36
3.1.1 Quan iem......................................................................................... 36
3.1.1.1 Quan iem cua chnh phu trong viec nh hng chien lc cho
th trng bao hiem Viet Nam en nam 2010.............................. 36
3.1.1.2 Quan iem cua doanh nghiep khi xay dng chien lc kinh doanh
en nam 2010............................................................................... 36
3.1.2 Muc tieu ............................................................................................ 37
3.1.2.1 C s e xac nh muc tieu.......................................................... 37
3.1.2.2 Muc tieu cua IAI en 2010 .......................................................... 39
3.2 Xay dng cac chien lc.......................................................................... 39
3.2.1 Xay dng cac phng an chien lc.................................................. 39
3.2.1.1 Ma tran SWOT............................................................................. 39
3.2.1.2 Ma tran chien lc chnh.............................................................. 41
3.2.2 Phan tch cac chien lc e xuat ....................................................... 42
3.2.2.1 Nhom chien lc S-O................................................................... 42
3.2.2.2 Nhom chien lc S-T................................................................... 43
3.2.2.3 Nhom chien lc W-O................................................................. 44
3.2.2.4 Nhom chien lc W-T.................................................................. 45
3.2.3 La chon cac chien lc kha thi........................................................ 45
3.2.3.1 Ma tran QSPM............................................................................. 45
3.2.3.2 Cac chien lc la chon............................................................... 49
3.3 Cac giai phap e thc hien chien lc..................................................... 49
3.3.1 Giai phap ve c cau to chc .............................................................. 49
3.3.2 Giai phap ve marketing..................................................................... 52
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3.3.3 Giai phap ve nhan s ........................................................................ 56
3.3.4 Giai phap ve nghien cu, phat trien.................................................. 57
3.3.5 Giai phap ve tai chnh ....................................................................... 58
3.3.6 Giai phap ve he thong thong tin........................................................ 58
3.4 Kien ngh ................................................................................................. 59
3.4.1 Ve pha nha nc .............................................................................. 59
3.4.2 Ve pha nganh ................................................................................... 60
3.4.3 Ve pha doanh nghiep ....................................................................... 60
KET LUAN
PHU LUC
TAI LIEU THAM KHAO

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DANH MUC HNH VE, BANG BIEU, PHU LUC
Trang
1. Hnh ve:
Hnh 1-1: Mo hnh quan tr chien lc toan dien..................................................... 3
Hnh 1-2: Mo hnh nam tac lc cua moi trng vi mo .............................................. 6
Hnh 1-3: Cac noi dung chu yeu can phan tch ve oi thu canh tranh ...................... 7
Hnh 3-1: Ma tran cac chien lc chnh.................................................................. 42

2. Bang bieu:
Bang 2-1: Ket qua hoat ong kinh doanh cua cong ty t nam 2003 ....................... 17
Bang 2-2: Ma tran cac yeu to ben trong (IFE)........................................................ 25
Bang 2-3: Tong ph bao hiem phi nhan tho 2000-2005 .......................................... 29
Bang 2-4: Ma tran cac yeu to ben ngoai (EFE)...................................................... 32
Bang 2-5: Ma tran hnh anh canh tranh cua cong ty IAI......................................... 34
Bang 3-1: D bao so lieu tang trng ph bao hiem cua th trng 2006-2010...... 37
Bang 3-2: Ma tran SWOT cua cong ty IAI ............................................................. 40
Bang 3-3: Ma tran QSPM cua cong ty IAI- Nhom chien lc S-O......................... 45
Bang 3-4: Ma tran QSPM cua cong ty IAI- Nhom chien lc S-T......................... 47
Bang 3-5: Ma tran QSPM cua cong ty IAI- Nhom chien lc W-O ....................... 47
Bang 3-6: Ma tran QSPM cua cong ty IAI- Nhom chien lc W-T........................ 48

3. Phu Luc:
Phu luc 1: Mo hnh ma tran SWOT .......................................................................P-1
Phu luc 2: S o to chc cong ty IAI .....................................................................P-2
Phu luc 3: Danh sach cac cong ty bao hiem phi nhan tho tren th trng .............P-3
Phu luc 4: Th phan cac cong ty bao hiem phi nhan tho nam 2004-2005 ..............P-4
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DANH MUC CH VIET TAT

Ma tran IFE ( Internal factors environment matrix): Ma tran anh gia cac yeu
to ben trong
Ma tran EFE (External factors environment matrix): Ma tran anh gia cac yeu
to ben ngoai
Ma tran SWOT ( Strength, weakness, opportunities, threat): Ma tran cac iem
manh, iem yeu, c hoi va e doa
Ma tran QSPM (Quantitative strategic planning matrix): Ma tran hoach nh
chien lc co the nh lng
NHCT: Ngan hang cong thng

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M AU
1. Ly do chon e tai:
Hoat ong kinh doanh bao hiem gi vai tro ac biet quan trong oi vi s
phat trien kinh te xa hoi cua moi quoc gia: Kinh doanh bao hiem c coi la mot
tam la chan kinh te bao ve cho cac to chc, ca nhan ong thi huy ong nguon
von cho au t phat trien. Trong nhng nam qua, cung vi s phat trien kinh te-
xa hoi cua at nc, hoat ong kinh doanh bao hiem a co s phat trien vt bac
vi toc o than ky va s trng thanh ve nhieu mat. Th trng bao hiem cung
tr nen canh tranh gay gat hn. e cac doanh nghiep bao hiem co the ap ng
c yeu cau at ra cua nen kinh te va nang cao hieu qua kinh doanh trong tnh
hnh canh tranh gay gat, cac doanh nghiep can phai khong ngng hoan thien
mnh e phat trien. Chnh v vay, viec hoach nh chien lc tr thanh mot bc
tat yeu khong the thieu trong hoat ong cua doanh nghiep bao hiem.
Cong ty Bao Hiem Chau A- Ngan Hang Cong Thng ( IAI) la mot cong
ty lien doanh, mi ra i khi nen kinh te va th trng bao hiem bat au m ca
va hoat ong trong moi trng kinh doanh ma cac doanh nghiep trong nc con
c bao ho, vi quy mo nho so vi cac doanh nghiep a hoat ong lau nam tren
th trng. Trong boi canh o, e ton tai va phat trien tai th trng bao hiem
Viet Nam, Cong ty can xay dng cho mnh mot chien lc phat trien cu the. Vi
mong muon xay dng mot chien lc kinh doanh phu hp cho cong ty IAI, toi a
chon e tai XAY DNG CHIEN LC KINH DOANH CHO CONG TY
BAO HIEM CHAU A- NGAN HANG CONG THNG (IAI) EN NAM
2010 e viet Luan van tot nghiep Thac s kinh te

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2. Muc tieu nghien cu
Da tren c s ly luan ve hoach nh chien lc kinh doanh, tac gia a
nghien cu thc trang phat trien nganh bao hiem Viet Nam, i sau vao phan tch
moi trng ben ngoai va moi trng ben trong cua cong ty IAI e xac nh cac
mat manh, mat yeu, c hoi va moi e doa oi vi s phat trien cua cong ty, t o
xay dng chien lc kinh doanh va cac giai phap thc hien cua cong ty trong
thi gian en nam 2010
3. Pham vi nghien cu
e tai nghien cu hoat ong kinh doanh cua cong ty IAI t nam 2003 en
nam 2005, co xem xet en moi quan he tng ho vi chien lc phat trien nganh
bao hiem Viet Nam. e tai ch phan tch nhng van e tong quat phuc vu cho
viec xay dng chien lc phat trien cua cong ty IAI, khong i sau vao phan tch
nhng van e mang tnh chat chuyen nganh.
4. Phng phap nghien cu
Phng phap nghien cu chu yeu tac gia s dung la phng phap phan
tch cua phep duy vat bien chng va duy vat lch s, phng phap thong ke toan,
phng phap so sanh va tong hp so lieu, phng phap d bao, phng phap
logic.
5. Y ngha khoa hoc va thc tien cua e tai nghien cu
Quan tr chien lc la mot mon khoa hoc kinh te con tng oi mi me
nc ta. Thc te hien nay, co rat t cong ty Viet Nam tien hanh xay dng chien
lc mot cach nghiem tuc, khoa hoc. e tai nay hy vong gop them mot t kinh
nghiem thc tien vao viec van dung quan tr chien lc vao Viet Nam, t o gop
phan tao nen nhng kinh nghiem quan tr chien lc cua rieng Viet Nam

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6. Bo cuc cua luan van
Noi dung cua luan van bao gom 60 trang, 4 hnh ve va 11 bang bieu
Ngoai phan m au va ket luan, luan van gom co 3 chng:
Chng 1: C s ly luan chung cua viec xay dng chien lc kinh
doanh: Chng nay trnh bay nhng phan ly thuyet co lien quan en e tai bao
gom cac khai niem c ban ve chien lc, quy trnh quan tr chien lc va cac
cong cu can thiet e xay dng chien lc
Chng 2 : anh gia tnh hnh hoat ong va cac yeu to anh hng en
hoat ong cua IAI: Trong chng nay, tac gia tien hanh phan tch anh gia cac
yeu to ben trong cung nh cac yeu to anh hng t moi trng ben ngoai, t o
lam can c xay dng ma tran cac yeu to ben trong (IFE), ma tran cac yeu to ben
ngoai (EFE) va ma tran hnh anh canh tranh.
Chng 3 : Xay dng chien lc cua IAI en nam 2010 : chng nay,
tac gia s dung ma tran SWOT va ma tran chien lc chnh e xay dng cac
chien lc kha thi co the la chon, s dung ma tran QSPM e la chon cien lc
thc hien, va e xuat mot so giai phap e thc hien thanh cong chien lc .
Ngoai ra, luan van con co 05 trang phu luc .

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Chng
C S LY LUAN CHUNG CUA VIEC XAY DNG
CHIEN LC KINH DOANH

1.1 Khai niem ve chien lc kinh doanh va quan tr chien lc
1.1.1 Chien lc kinh doanh
Thuat ng chien lc kinh doanh c s dung pho bien trong thi gian
gan ay va khai niem ve chien lc kinh doanh a c nhieu hoc gia nh
Alfred Chandler, Fred R. David .. a ra vi nhieu cach tiep can khac nhau. Tuy
nhien, tu trung lai th ban chat cua chien lc kinh doanh chnh la: la mot tap
hp nhng muc tieu va cac chnh sach cung nh cac ke hoach chu yeu e at
c cac muc tieu o, no cho thay ro cong ty ang hoac se thc hien cac hoat
ong kinh doanh g, va cong ty se vao lnh vc kinh doanh g.
1.1.2 Quan tr chien lc
Cung nh khai niem ve chien lc, khai niem ve quan tr chien lc cung
a c tiep can nhieu goc o khac nhau, ma pho bien la ba cach tiep can
nh sau :
Cach tiep can ve moi trng:
Quan tr chien lc la mot qua trnh quyet nh nham lien ket kha nang
ben trong cua to chc vi cac c hoi va e doa cua moi trng ben ngoai.
Cach tiep can ve muc tieu va bien phap:
Quan tr chien lc la mot bo nhng quyet nh va nhng hanh ong
quan tr an nh thanh tch dai han cua mot cong ty.
Cach tiep can cac hanh ong:
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Quan tr chien lc la tien hanh s xem xet moi trng hien tai va
tng lai, tao ra nhng muc tieu cua to chc, ra quyet nh, thc thi nhng quyet
nh, nham at c muc tieu trong moi trng hien tai va tng lai
Moi cach tiep can cho phep cac nha quan tr co nhng cach nhn t nhng
goc o khac nhau ve quan tr chien lc va t nhng cach tiep can tren ta co
khai niem ve quan tr chien lc nh sau:
Quan tr chien lc la qua trnh nghien cu cac moi trng hien tai cung
nh tng lai, hoach nh cac muc tieu cua to chc; e ra, thc hien va kiem tra
viec thc hien cac quyet nh e at c cac muc tieu o trong moi trng hien
tai va tng lai nham tang the lc cho doanh nghiep

1.2 Vai tro cua quan tr chien lc oi vi s phat trien cua doanh nghiep
Quan tr chien lc ong vai tro thc s quan trong oi vi s phat trien
cua doanh nghiep, ac biet trong moi trng canh tranh khoc liet hien nay. Theo
phan ln cac nghien cu cho thay cong ty nao co van dung quan tr chien lc
eu at c ket qua tot hn nhieu so vi ket qua ma ho at c trc o va so
vi cac cong ty khong van dung quan tr chien lc.
Theo Gary D. Smith va cac tac gia, vai tro cua quan tr chien lc c
the hien nhng iem nh sau:
Mot la, giup cac to chc thay ro hn muc ch va hng i cua mnh, t
o loi keo c tat ca cac nha quan tr cac cap cung nh toan bo to chc thay
c muc tieu chung va hanh ong nham at c muc tieu chung cua to chc;
Hai la, giup nha quan tr thay ro c ieu kien cua moi trng tng lai,
t o co kha nang nam bat va tan dung tot hn cac c hoi va han che toi a c
nguy c t moi trng kinh doanh;
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Ba la, giup nha quan tr co the a ra cac quyet nh gan lien vi ieu
kien cua moi trng lien quan, t o co the chiem c v the chu ong hoac thu
ong tan cong, nang cao kha nang thch ng cua doanh nghiep vi s thay oi
cua moi trng;
Bon la, giup doanh nghiep quan tam ti ca hieu suat va hieu qua, e
doanh nghiep co the at c cac muc tieu vi hieu suat cao nhat.

1.3 Quy trnh xay dng chien lc kinh doanh
1.3.1 Quy trnh quan tr chien lc toan dien
Quy trnh quan tr chien lc toan dien c the hien mo hnh sau:

Xac
nh va
anh gia
thanh
tch

Thc hien nghien
cu moi trng e
xac nh c hoi va
e doa chu yeu

Thc hien nghien
cu moi trng e
xac nh c hoi va
e doa chu yeu

Thc hien
nghien cu moi
trng e xac
nh c hoi va
e doa chu yeu
Thiet lap
muc tieu
ngan han
Thiet lap
muc tieu
dai han
Phan
phoi
cac
nguon
lc
Xem xet
s mang,
muc tieu
va chien
lc
o lng
va anh
gia ket
qua
Xac nh s
mang
Phan tch noi
bo e nhan
dien nhng
iem manh
yeu
Xay dng va
la chon cac
chien lc e
thc hien
e ra cac
chnh sach
Hnh thanh
chien lc
Thong tin phan hoi
Thc thi
chien lc
anh gia
chien lc
Thong tin phan phoi
Hnh 1-1: Mo hnh quan tr chien lc toan dien
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Theo mo hnh tren, quy trnh quan tr chien lc toan dien bao gom ba
giai oan: Giai oan hnh thanh chien lc, thc thi chien lc va anh gia chien
lc. Quy trnh quan tr chien lc toan dien la mot qua trnh nang ong va lien
tuc, do o cac hoat ong cac giai oan cua quy trnh can c thc hien lien
tuc. Qua trnh quan tr chien lc thc s khong bao gi ket thuc.
Vi e tai xay dng chien lc kinh doanh cho doanh nghiep th cac hoat
ong trong giai oan hnh thanh chien lc se c i sau vao phan tch.
1.3.2 Quy trnh xay dng chien lc
1.3.2.1 Xac nh nhiem vu muc tieu kinh doanh
Theo mo hnh, viec xac nh c muc tieu kinh doanh can phai c
thc hien trc khi e ra va thc hien cac chien lc co hieu qua. Khi xac nh
tot va ro rang nhiem vu muc tieu kinh doanh, doanh nghiep se nh ro tnh chat
ve muc ch cua doanh nghiep, khach hang, san pham hay dch vu, th trng,
triet ly va cong nghe c ban, tren c s o cac chien lc c la chon se la
phu hp nhat oi vi doanh nghiep.
1.3.2.2 anh gia cac yeu to ben ngoai doanh nghiep
Viec nghien cu, phan tch anh gia cac yeu to ben ngoai doanh nghiep
co vai tro quan trong trong qua trnh xay dng chien lc v no anh hng en
toan bo cac bc tiep theo cua qua trnh quan tr chien lc, en cac chien lc
c xay dng va la chon. Viec anh gia cac yeu to ben ngoai se giup doanh
nghiep thay c cac c hoi va moi e doa quan trong e cong ty co the soan
thao c cac chien lc nham tan dung c toi a cac c hoi va toi thieu hoa
nhng anh hng t cac e doa.
Cac yeu to ben ngoai doanh nghiep can anh gia en t moi trng v mo
va moi trng vi mo:

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+ Moi trng v mo: co the bao gom cac yeu to sau:
Anh hng ve kinh te: Cac yeu to kinh te co anh hng trc tiep
oi vi hoat ong cua doanh nghiep va do o cung anh hng trc tiep vi sc
thu hut tiem nang cua cac chien lc khac nhau. Cac yeu to chu yeu thng
c cac doanh nghiep quan tam la lai suat ngan hang, giai oan cua chu ky
kinh te, can can thanh toan, chnh sach tai chnh va tien te
Anh hng ve van hoa, xa hoi, a ly va nhan khau: Nhng thay
oi ve a ly, nhan khau, van hoa va xa hoi co anh hng quan trong en hau
nh tat ca cac san pham, dch vu, th trng va ngi tieu thu. Va do o tat ca
cac doanh nghiep eu b anh hng t nhng c hoi va thach thc xuat phat t
cac yeu to nay mac du s tac ong cua yeu to nay thng co tnh dai han.
Anh hng ve luat phap, chnh phu va chnh tr: bao gom nhng
anh hng t he thong cac quan iem, ng loi chnh sach cua chnh phu, he
thong luat phap hien hanh, cac xu hng chnh tr ngoai giao cua chnh phu va
nhng dien bien chnh tr trong nc, trong khu vc va tren toan the gii. Cac
yeu to nay co vai tro ngay cang ln en hoat ong cua cac doanh nghiep, ac
biet trong boi canh kinh te toan cau hoa hien nay, buoc cac nha quan tr chien
lc ac biet quan tam khong nhng en nhng yeu to hien tai ma con phai d
bao chnh xac cac xu hng chnh tr, chnh phu va luat phap trong nc va quoc
te.
Anh hng cong nghe: Cac anh hng cong nghe cho thay nhng
c hoi va thach thc can c xem xet trong viec xay dng cac chien lc kinh
doanh. S tien bo ve khoa hoc ky thuat, s chuyen giao cong nghe khong nhng
anh hng en cac san pham dch vu ma con anh hng en ca khach hang, nha
phan phoi, ngi canh tranh, qua trnh san xuat, thc tien tiep th va v the canh
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tranh cua doanh nghiep. Hien nay khong co doanh nghiep nao ma t cach ly vi
nhng phat trien cong nghe ang xuat hien.
Anh hng t nhien: Nhng anh hng chnh cua yeu to t nhien
la van e thien tai, o nhiem moi trng, lang ph tai nguyen, thieu nang lng
cung vi s gia tang cac nhu cau ve nguon tai nguyen do thien nhien cung cap.
+ Moi trng vi mo:
Moi trng vi mo bao gom cac yeu to trong nganh va co tac ong quyet
nh en tnh chat va mc o canh tranh trong nganh. Moi trng vi mo co nam
yeu to c ban la: oi thu canh tranh, ngi mua, ngi cung cap, cac oi thu mi
tiem an va san pham thay the. Moi quan he cua cac yeu to nay c Michael E.
Porter the hien mo hnh nh sau:

oi thu canh tranh: Cac oi thu canh tranh co vai tro anh hng
quan trong, no the hien s tranh ua gia cac doanh nghiep hien co trong nganh.
Nguy c t san pham
dch vu thay the
Hnh 1-2 : Mo hnh nam tac lc cua moi trng vi mo
Kha nang thng
lng cua ngi
mua
Kha nang thng
lng cua ngi
cung cap
Cac oi thu
tiem an
Cac oi thu canh tranh
trong nganh

S tranh ua gia cac
doanh nghiep hien co trong
Ngi
cung cap
Ngi
mua
Cac oi thu
tiem an
Nguy c t oi
thu canh tranh
Trang 18
Do o, can phan tch ky lng oi tng nay trong qua trnh xay dng chien lc.
Cac noi dung can phan tch ve oi thu canh tranh the hien hnh sau:

Khach hang: Khach hang la mot phan cua doanh nghiep, do o v
the cua khach hang trong the oi vi doanh nghiep nh the nao co anh hng rat
ln oi vi doanh nghiep. Khi khach hang chiem u the se lam li nhuan cua
nganh giam bang cach ep gia hoac oi hoi chat lng cao hn, dch vu kem theo
nhieu hn... Do vay, doanh nghiep can lap thong tin ve khach hang cung nh cac
bang phan loai ve khach hang e co nh hng tieu thu.

Nhng yeu to ieu khien oi
thu canh tranh
Muc tieu tng lai
tat ca cac cap quan tr va
theo nhieu giac o
Nhng ieu oi thu canh tranh
ang lam va co the lam c
Chien lc hien tai
Cong ty o ang canh tranh nh
the nao?
Mot so van e can tra li ve
oi thu canh tranh
- oi thu bang long vi v tr hien tai
khong?
- Kha nang oi thu chuyen dch va oi
hng chien lc nh the nao?
- iem yeu cua oi thu canh tranh?
- ieu g kch thch oi thu canh tranh tra
ua manh me va hieu qua?
Cac gia thiet
c at ra ve ban
than va ve nganh
Cac tiem nang
Cac iem manh
va iem yeu
Hnh 1-3 : Cac noi dung chu yeu can phan tch ve oi thu canh tranh
Trang 19
Nha cung cap: cac nha cung cap co the gay ap lc manh trong
hoahoat ong cua doanh nghiep, do o can nghien cu ky ky oi tng nay. Ho
co the la ngi ban vat t, thiet b cong ong tai chnh, nguon lao ong
oi thu tiem an mi: oi thu mi tham gia kinh doanh la yeu to
lam giam li nhuan nganh. Do o viec nghien cu bao ve v tr canh tranh cua
doanh nghiep trong nganh bao gom viec duy tr hang rao hp phap ngan can s
xam nhap t ben ngoai la quan trong.
San pham thay the: Sc ep do co cac mat hang thay the lam han
che tiem nang li nhuan cua nganh do mc gia cao nhat b khong che. Do o,
cac doanh nghiep khong ngng nghien cu va kiem tra cac mat hang thay the
tiem an.
1.3.2.3 anh gia cac yeu to ben trong
Mooi doanh nghiep eu co nhng iem manh va iem yeu rieng trong
lnh vc mnh kinh doanh. Viec nhan ra, anh gia iem manh iem yeu cua ban
than doanh nghiep la ieu c ban trong viec xay dng chien lc v cac chien
lc c lap ra e nham tan dung nhng iem manh, khac phuc nhng iem
yeu cua doanh nghiep. Theo Fred R. David, cac yeu to ben trong doanh nghiep
can nhan nh anh gia bao gom chu yeu cac yeu to nh quan tr, marketing, tai
chnh ke toan, san xuat, nghien cu va phat trien, va cac he thong thong tin.
Quan tr: Quan tr bao gom cac chc nang c ban nh hoach nh,
to chc, thuc ay, nhan s va kiem soat. Phan tch cac yeu to nay giup doanh
nghiep nam ro cac nha quan tr can thc hien chc nang nao moi giai oan cua
qua trnh quan tr chien lc.
Marketing: Marketing co the c mo ta nh mot qua trnh xac
nh d bao, thiet lap va thoa man cac nhu cau mong muon cua ngi tieu dung
Trang 20
oi vi san pham va dch vu.Cac chc nang c ban cua Marketing bao gom:
phan tch khach hang; mua; ban; hoach nh san pham va dch vu; nh gia; phan
phoi; nghien cu th trng; phan tch c hoi va trach nhiem oi vi xa hoi.
Cac van e ve he thong thong tin marketing, hieu qua hoat ong
marketing va cac chc nang cua marketing can c nhan nh, anh gia ro rang
e thay ro c nhng iem manh va iem yeu cua hoat ong nay tai doanh
nghiep
Tai chnh Ke toan: ieu kien tai chnh thng c xem la
phng phap anh gia v tr canh tranh tot nhat cua cong ty. e xac nh iem
manh iem yeu cua doanh nghiep yeu to nay, chung ta can anh gia cac yeu
to nh kha nang ve nguon von hien tai so vi yeu cau cua viec thc hien cac ke
hoach, chien lc; kha nang huy ong t ben ngoai, tnh hnh phan bo va s
dung cac nguon von; viec kiem soat chi ph
San xuat Tac nghiep: bao gom tat ca cac hoat ong nham bien
oi au vao thanh hang hoa va dch vu. Chc nang nay gan lien vi cong viec
cua ngi tha hanh tat ca cac bo phan t bo phan san xuat trc tiep en cac
bo phan hanh chnh, bo phan chc nang chuyen mon. No anh hng quyet nh
en s thanh cong hay that bai cua doanh nghiep, do o can phan tch ky trong
qua trnh xay dng chien lc. Cac noi dung can anh gia la quy trnh san xuat;
cong suat, nang suat va chi ph hoat ong; hang ton kho; lc lng lao ong;
chat lng.
Nghien cu va phat trien (R & D): Hoat ong nghien cu va phat
trien nham phat trien san pham mi trc oi thu canh tranh, nang cao chat
lng san pham, cai tien quy trnh san xuat e giam bt chi ph. Hoat ong
nghien cu va phat trien tot co the giup cong ty gi c v tr i au trong
nganh.
Trang 21
He thong thong tin: anh gia iem manh, yeu trong he thong
thong tin trong doanh nghiep la kha canh quan trong trong viec anh gia cac
yeu to ben trong cua doanh nghiep, v he thong thong tin la nen tang cua tat ca
cac doanh nghiep. He thong thong tin tiep nhan d lieu tho t moi trng ben
ngoai va ben trong doanh nghiep, giup theo doi thay oi cua moi trng, nhan ra
nhng moi e doa trong canh tranh va ho tr cho viec ra cac quyet nh quan tr.
Cac noi dung can anh gia khi xem xet yeu to nay la s phu hp cua he thong
thong tin vi nhu cau, mc o tin cay cua nguon cung cap thong tin; s noi troi
cua he thong thong tin so vi oi thu canh tranh
1.3.2.4 Thiet lap cac muc tieu dai han
Cac muc tieu dai han bieu hien ket qua mong i cua viec theo uoi cac
chien lc nao o. Cac chien lc bieu th nhng bien phap e at c muc
ch lau dai. Khung thi gian cho cac muc tieu va chien lc phai phu hp nhau,
thng la 2 en 5 nam.
Trong thc te, viec thiet lap cac muc tieu va chien lc thng c thc
hien ong thi, do o chung thng co moi quan he cong sinh.
1.3.2.5 Xay dng va la chon chien lc
Quy trnh xay dng va la chon chien lc bao gom 3 giai oan:
Giai oan 1: Nhap vao, giai oan nay tom tat cac thong tin c ban a
c nhap vao can thiet cho viec hnh thanh cac chien lc. Trong giai oan nay,
cong cu c s dung la cac ma tran cac yeu to ben trong, ma tran cac yeu to
ben ngoai, ma tran hnh anh canh tranh.
Giai oan 2: Ket hp, Mot trong nhng cong cu s dung trong giai
oaoan nay la ma tran SWOT, vi nhng thong tin rut ra t giai oan 1, sap
xep ket hp cac iem manh va iem yeu ben trong doanh nghiep cung cac c
Trang 22
hoi va e doa t moi trng ben ngoai e hnh thanh nen nhng chien lc kha
thi co the la chon.
Giai oan 3: Quyet nh, Giai oan nay s dung ma tran hoach nh
chien lc co kha nang nh lng (QSPM) e la chon chien lc. Ma tran
QSPM s dung thong tin nhap vao rut ra t giai oan 1 e anh gia khach quan
cac chien lc kha thi co the c la chon giai oan 2. Ma tran nay bieu th
sc hap dan tng oi cua cac chien lc co the la chon, do o cung cap c s
khach quan cho viec la chon cac chien lc cu the.

1.4 Cong cu cung cap thong tin e xay dng chien lc
1.4.1 Ma tran cac yeu to ben trong (IFE)
Ma tran nay tom tat va anh gia nhng mat manh va yeu quan trong cua
cac bo phan kinh doanh chc nang va no cung cung cap c s e xac nh va
anh gia moi quan he gia cac bo phan nay. Ma tran IFE c phat trien theo
nam bc
Bc 1: Lap danh muc cac yeu to thanh cong then chot nh a xac nh
trong qua trnh anh gia cac yeu to ben trong. Danh muc nay bao gom t 10 en
20 yeu to, bao gom ca nhng iem manh va iem yeu
Bc 2: Phan loai tam quan trong t 0,0 ( khong quan trong) e 1,0 (rat
quan trong) cho moi yeu to. S phan loai nay cho thay tam quan trong tng oi
cua yeu to o oi vi s thanh cong cua cac doanh nghiep trong nganh. Tong so
cac mc quan trong phai bang 1,0.
Bc 3: Phan loai t 1 en 4 cho moi yeu to, trong o: 1 ai dien cho
iem yeu ln nhat, 2 la iem yeu nho nhat, 3 la iem manh yeu nhat, 4 la iem
manh ln nhat.
Trang 23
Bc 4: Nhan mc o quan trong cua moi yeu to vi phan loai cua no ( =
bc 2 x bc 3 ) e xac nh so iem ve tam quan trong
Bc 5 : Cong tong so iem ve tam quan trong cho moi yeu to e xac
nh so iem ve tam quan trong
Bat ke ma tran IFE co bao nhieu yeu to, tong so iem cao nhat ma moi
doanh nghiep co the nhan c co the la 4.0, thap nhat la 1.0 va trung bnh la
2.5. Tong so iem ln hn 2.5 cho thay doanh nghiep manh ve cac iem noi bo
va ngc lai neu nho hn 2.5
1.4.2 Ma tran cac yeu to ben ngoai ( EFE)
Ma tran cac yeu to ben ngoai ( EFE) giup ta tom tat va lng hoa nhng
anh hng cua cac moi trng ti doanh nghiep. Viec phat trien mot ma tran
EFE gom nam bc:
Bc 1: Lap danh muc cac yeu to co vai tro quyet nh oi vi s thanh
cong cua doanh nghiep nh a nhan dien trong qua trnh anh gia moi trng v
mo. Danh muc nay bao gom t 10 en 20 yeu to, bao gom ca nhng c hoi va e
doa anh hng en doanh nghiep va nganh kinh doanh.
Bc 2: Phan loai tam quan trong t 0,0 ( khong quan trong) en 1,0 (rat
quan trong) cho moi yeu to. S phan loai cho thay yeu to cho thay tam quan
trong tng ng cua yeu to o oi vi s thanh cong trong nganh kinh doanh cua
doanh nghiep. Mc phan loai thch hp co the c xac nh bang cach so sanh
nhng doanh nghiep thanh cong vi cong ty khong thanh cong trong nganh, hoac
thao luan va at c s nhat tr trong nhom xay dng chien lc. Tong so cac
mc phan loai phai bang 1,0. Nh vay, s phan loai da tren c s nganh.
Bc 3: Phan loai t 1 en 4 cho moi yeu to quyet nh s thanh cong e
cho thay cach thc ma cac chien lc hien tai cua doanh nghiep phan ng vi
Trang 24
cac yeu to nay. Trong o: 4 la phan ng tot, 3 la tren trung bnh, 2 la trung bnh
va 1 la yeu. Cac mc nay da tren hieu quan chien lc cua doanh nghiep
Bc 4: Nhan tam quan trong cua moi bien so vi phan loai cua no (=
bc 2 x bc 3 ) e xac nh so iem ve tam quan trong
Bc 5: Cong tong so iem ve tam quan trong cho moi bien so e xac
nh tong so iem quan trong cua doanh nghiep
Bat ke so lng c hoi va e doa trong ma tran, tong so iem quan trong
cao nhat ma mot cong ty co the co la 4,0, thap nhat la 1,0 va trung bnh la 2,5.
Tong so iem quan trong ln hn 2,5 cho thay cong ty tan dung c hoi va han
che nhng e doa t moi trng mc o tren trung bnh
1.4.3 Ma tran hnh anh canh tranh
Ma tran hnh anh canh tranh nhan dien nhng oi thu canh tranh chu yeu
cung nhng u va nhc iem ac biet cua ho. Ma tran nay la s m rong ma
tran anh gia cac yeu to ben ngoai lan cac yeu to ben trong co tam quan trong
quyet nh s thanh cong cua doanh nghiep. Ngoai ra trong ma tran hnh anh
canh tranh, cac oi thu canh tranh cung c xem xet va tnh tong so iem quan
trong. Tong so iem c anh gia cua cac oi thu canh tranh c so sanh vi
cong ty ang nghien cu. Viec so sanh cung cap cho ta nhieu thong tin chien
lc quan trong
Cach xay dng ma tran hnh anh canh tranh tng t nh cach xay dng
ma tran anh gia cac yeu to ben ngoai.

1.5 Cong cu e xay dng va la chon chien lc
1.5.1 Ma tran iem manh iem yeu, c hoi- nguy c (SWOT)
Trang 25
Ma tran iem manh iem yeu, c hoi nguy c (SWOT) la cong cu ket
hp quan trong co the giup cho cac nha quan tr phat trien bon loai chien lc:
- Cac chien lc iem manh c hoi (SO): cac chien lc nay s dung
iem manh ben trong cua doanh nghiep e tan dung nhng c hoi ben ngoai
- Cac chien lc iem yeu c hoi (WO): cac chien lc WO nham cai
thien nhng iem yeu ben trong bang cach tan dung nhng c hoi t moi trng
ben ngoai.
- Cac chien lc iem manh e doa (ST): Cac chien lc nay s dung
nhng iem manh cua doanh nghiep e tranh khoi hay giam i anh hng cua
nhng moi e doa ben ngoai
- Cac chien lc iem yeu e doa (WT): la nhng chien lc phong thu
nham lam giam i nhng iem yeu ben trong va tranh khoi nhng moi e doa t
moi trng ben ngoai.
e xay dng ma tran SWOT, ieu quan trong va trc het la can xac nh
c nhng c hoi, moi e doa chu yeu t moi trng, nhng iem manh va
iem yeu cot loi. Bc sau la ket hp cac iem manh, iem yeu, c hoi, e doa
thanh nhng bon cap chien lc SO, WO, ST, WT va ghi vao cac o thch hp cua
ma tran SWOT nh mo hnh theo phu luc 1
Muc ch cua ma tran SWOT la e ra cac chien lc kha thi co the la
chon, ch khong quyet nh chien lc nao la tot nhat. Do o, trong so cac chien
lc phat trien trong ma tran SWOT, ch co mot so chien lc c la chon.
1.5.2 Ma tran hoach nh chien lc co the nh lng (QSPM)
Ma tran SWOT a ra cac chien lc kha thi co the la chon va ma tran
QSPM la cong cu e co the quyet nh la chon chien lc nao la tot nhat oi
vi doanh nghiep. Ma tran QSPM s dung cac yeu to au vao nh phan tch cac
Trang 26
ma tran EFE, IFE va ket qua ket hp cua cac phan tch ma tran SWOT e
quyet nh khach quan trong so cac chien lc co kha nang thay the tot nhat.
e phat trien mot ma tran QSPM, co 6 bc nh sau:
Bc 1: Liet ke cac c hoi/ e doa quan trong ben ngoai va cac iem yeu/
iem manh ben trong doanh nghiep
Bc 2: Phan loai cho moi yeu to thanh cong quan trong ben trong va ben
ngoai. S phan loai nay nh trong ma tran IFE va EFE
Bc 3: Xac nh cac chien lc thay the ma cong ty nen xem xet thc
hien. Tap hp cac chien lc thanh cac nhom rieng biet neu co the.
Bc 4: Xac nh so iem hap dan cua moi chien lc (AS). So iem hap
dan bieu th tnh hap dan tng oi cua moi chien lc so vi cac chien lc
khac. Ch co cac chien lc cung nhom mi so sanh vi nhau. So iem hap dan
c phan nh sau: 1 = khong hap dan, 2 = hap dan oi chut, 3 = kha hap dan, 4
= rat hap dan. Neu yeu to thanh cong khong co anh hng en s la chon chien
lc th khong cham iem hap dan cho cac chien lc trong nhom chien lc
nay.
Bc 5: Tnh tong so iem hap dan (TAS), la ket qua cua viec nhan so
iem phan loai ( bc 2) vi so iem hap dan bc 4) trong moi hang
Bc 6: Tnh tong cong iem hap dan cho tng chien lc. o la phep
cong cua tong so iem hap dan trong cot chien lc, so iem cang cao bieu th
chien lc cang hap dan.
Vi c s ly thuyet trnh bay Chng 1 se la nen tang e phan tch anh
gia hoahoat ong cua cong ty bao hiem IAI cung vi cac yeu to anh hng, t
o a ra chien lc kinh doanh cho giai oan en nam 2010.
Trang 27
Chng 2
ANH GIA TNH HNH HOAT ONG VA
PHAN TCH MOI TRNG LIEN QUAN EN HOAT ONG CUA IAI
2.1 Gii thieu ve Cong ty IAI ( Incombank Asia Insurance Company)
2.1.1 Qua trnh hnh thanh
Nhan thay tiem nang to ln cua th trng bao hiem Viet Nam, vao nam
1992, Cong ty Bao hiem Chau A, quoc tch Singapore a thanh lap van phong
ai dien tai Viet Nam vi hai van phong chnh at tai Ha Noi va Tp Ho Ch
Minh. Trong thi gian nay, chc nang chu yeu cua van phong ai dien la tm
hieu th trng bao hiem Viet Nam va phuc vu cac khach hang cua cong ty me
qua hnh thc nhan tai bao hiem t cac cong ty bao hiem trong nc.
Sau hn 10 nam tm hieu th trng, Cong Ty Bao Hiem Chau A a cung
oi tac la Ngan Hang Cong Thng Viet Nam thanh lap lien doanh bao hiem
Chau A- Ngan Hang Cong Thng, vi ten tieng Anh la Incombank Asia
Insurance Company, ten giao dch la IAI.
Theo giay phep thanh lap so 21GP/KDBH c Bo Tai Chnh cap phep
ngay 12 thang 12 nam 2002, cong ty c phep hoat ong kinh doanh trong lnh
vc bao hiem phi nhan tho, vi oi tng khach hang gii han cac doanh
nghiep co von au t nc ngoai, cac doanh nghiep ngoai quoc doanh va cac
doanh nghiep co quan he tn dung vi Ngan Hang Cong Thng Viet Nam. Cong
ty chnh thc i vao hoat ong t thang 3 nam 2003, sau khi hoan tat cac thu tuc
ang ky vi Bo Tai chnh ve san pham bao hiem, vi tru s chnh at tai Ha Noi
va Van phong ai dien tai Tp. Ho Ch Minh. Thang 6- 2004, cong ty a chnh
thc thanh lap chi nhanh tai Ho Ch Minh vi ay u chc nang kinh doanh, co
the phuc vu khach hang tai th trng pha nam. Cuoi thang 12-2005, Chi nhanh
Trang 28
a Nang c thanh lap, anh dau s co mat cua cong ty tai th trng Mien
Trung.
2.1.2 Tnh hnh hoat ong
Do mi i vao hoat ong t au nam 2003, doanh thu t ph bao hiem goc
cha cao, th phan tren th trng con khiem ton nhng toc o tang trng cua
cong ty trong nhng nam qua at mc cao, cong ty ang tren a dan dan i vao
the on nh va phat trien
Doanh thu ph bao hiem goc nam 2004 tang 280% so vi nam 2003, t 2,2
ty len 8,7 ty ong, doanh thu nam 2005 tang 80% so vi nam 2004, t 8,7 ty
ong len en 15 ty ong.
Do cong ty mi hoat ong nhng nam au, chi ph cho hoat ong kinh
doanh bao hiem con cao, nen cong ty van chu lo t hoat ong kinh doanh chnh
nay, moi nam con so lo len en 3,3 ty ong.
Tuy nhien, do co mang hoat ong au t tai chnh, vi khoan li nhuan
hang nam hn 3,5 ty ong. Do o, tnh toan cong ty, hang nam cong ty van co li
nhuan sau thue, bnh quan 35 trieu ong/nam.
Bang 2-1: Ket qua hoat ong kinh doanh cua cong ty t nam 2003-2005
n v tnh: VND
2003 2004 2005 Nam
Ch tieu % %
Thu ph (bao hiem goc)
2,295,044,554 8,737,329,035 280% 15,901,938,440
80%
Thu ph (nhan tai bao
hiem)

452,534,380 2,187,772,984 383% 3,281,659,476 150%
Doanh thu thuan hoat
ong kinh doanh bao
hiem
859,292,096 4,400,271,612 412% 8,140,502,482
85%
Trang 29
Li nhuan gop kinh
doanh bao hiem
590.233.955 3.035.579.840 412% 5.646.178.502
87%
Li nhuan hoat ong
au t
3.316.085.928 3.472.973.317 4.73% 3.658.579.028 5.3%
Nguon : Thong tin noi bo cong ty IAI

2.2 Phan tch cac yeu to ben trong
2.2.1 Phan tch cac yeu to ben trong
2.2.1.1 Hoat ong marketing
Th trng muc tieu: Vi oi tng khach hang b gii han trong
giay phep kinh doanh, th trng cua cong ty ch la mot phan khuc rat hep cua
th trng bao hiem Viet Nam. Trong th trng muc tieu nay, cong ty co kien
thc sau ve khach hang tiem nang cua mnh, ay la mot li the rat manh cua
cong ty, co c t cac ben lien doanh.
- phan khuc th trng la cac cong ty co von au t nc ngoai en t
cac nc trong khu vc, vi kinh nghiem phuc vu khach hang cong ty Bao Hiem
Chau A trong khu vc cong vi s hieu biet ve van hoa cua nc au t, cong ty
IAI co the phuc vu khach hang tai th trng Viet Nam cung tot nh dch vu ho
nhan c tai que nha.
- phan khuc khach hang co quan he tn dung vi Ngan Hang Cong
Thng, vi s hieu biet khach hang cua mnh, mang li ai ly la ban than cac
chi nhanh ngan hang co the nam bat nhanh nhat va phuc vu tot nhat cho nhu cau
cua khach hang.
San pham: Cong ty IAI trien khai hau het cac san pham bao hiem
phi nhan tho, ap ng c nhu cau bao hiem tron goi cua doanh nghiep. Cac
san pham cong ty cung cap bao gom:
Trang 30
+ Bao hiem tai san: bao gom bao hiem chay va cac rui ro ac biet, bao
hiem moi rui ro tai san;
+ Bao hiem ky thuat: bao gom bao hiem moi rui ro xay dng, moi rui ro
trong lap at;
+ Bao hiem hang hai: bao gom bao hiem hang hoa van chuyen noi a,
bao hiem hang hoa xuat nhap khau;
+ Cac san pham khac nh bao hiem xe c gii, bao hiem tai nan con
ngi va bao hiem sc khoe.
Chat lng dch vu: Cong ty xac nh cac dch vu bao hiem cung
cap la san pham co chat lng cao vi phong cach phuc vu en t Singapore.
Khi nhan bao hiem oi vi bat ky rui ro nao, cong ty cung tien hanh tham nh
rui ro e t o co the a ra cac ieu kien ieu khoan phu hp va co ap ng sat
vi tng n v rui ro cua khach hang cung nh t van them cho khach hang ve
quan ly rui ro tai doanh nghiep. oi vi cac rui ro ln va phc tap, cong ty eu
thue cac cong ty giam nh oc lap tien hanh giam nh rui ro e cung cap c
nhng t van chuyen nghiep cho khach hang.
Chat lng san pham dch vu con the hien khau giai quyet boi thng
cho khach hang khi co s co bao hiem xay ra. Cong tac giai quyet boi thng
dien ra nhanh chong va hp ly. oi vi cac ton that nho n gian nh cac ton
that ve tai nan lao ong, ho s boi thng co the c x ly trong vong 3 ngay,
oi vi cac ton that ve tai san vi gia tr nho bang 5% gia tr tai san bao hiem,
viec boi thng co the thc hien ma khong can anh gia lai gia tr tham gia bao
hiem. oi vi cac ton that ln va phc tap, cong ty luon s dung dch vu cua
cong ty x ly ton that chuyen nghiep quoc te nh Craw ford, Cunning Ham, Mac
Lorence e am bao em lai s hai long va thoa man cho khach hang cung
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nh em lai cach giai quyet boi thng mot cach khach quan va cong bang nhat
cho cac ben..
Kenh Phan Phoi: Trong hoat ong kinh doanh bao hiem phi nhan
tho, san pham c cung cap en khach hang qua ba kenh phan phoi chnh: moi
gii, ai ly va trc tiep
- Moi gii: Cong ty a co quan he tot vi tat ca cac cong ty moi gii bao
hiem nc ngoai a co mat tai Viet Nam nh Gras Savoye, Aon, Marsh cung
nh cac moi gii nc ngoai tai cac nc trong khu vc nh Acclaim
( Singapore), Siam Surety ( Thai Lan), BIB ( Malayisa) Khach hang t kenh
phan phoi nay hau nh la cac dch vu ln, cua khach hang nc ngoai vi rui ro
c quan ly tot. Tuy nhien, cong ty cha co dch vu nao thong qua cac moi gii
trong nc nh A ong, Quoc Viet Do o, cong ty can chu y en cac cong ty
moi gii trong nc trong viec xay dng chien lc cua mnh;
- ai ly: Mot trong nhng the manh cua cong ty chnh la kenh phan phoi
thong qua ngan hang (bankasurance). IAI la mot trong hai lien doanh bao hiem
au tien vi ngan hang va trien khai kenh phan phoi nay trong nganh bao hiem
phi nhan tho. Mang li ai ly cua cong ty chnh la he thong hn 100 chi nhanh
Ngan Hang Cong Thng Viet Nam tren ca nc. Cong ty co the cung cap dch
vu bao hiem en khach hang trong th trng muc tieu cua mnh tren pham vi ca
nc. Tnh en thi iem hien nay, cong ty a co quan he ai ly chnh thc vi
hn 40 chi nhanh Ngan Hang Cong Thng tren ca nc va mang li ai ly
ang ngay cang m rong en toan bo cac chi nhanh ngan hang.
Ngoai ra cong ty con thiet lap quan he ai ly en cac ngan hang nc
ngoai t cac nc trong khu vc nh ngan hang Bangkok Bank cua Thai Lan,
ngan hang Indovina bank cua Malaysia, Ngan hang Maybank cua Malaysia
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- Kenh phan phoi trc tiep: la cac khach hang co c do cong ty trc tiep
lien he va cung cap dch vu cho khach hang, vi oi tng chnh la cac cong ty
co von au t nc ngoai va va nho.
Cong tac xay dng thng hieu: Cong ty Bao Hiem Chau A-
Ngan Hang Cong Thng la mot s ket hp hoan hao gia hai thng hieu noi
tieng: Cong ty Bao Hiem Chau A- mot thng hieu hang au trong th trng
bao hiem khu vc va Ngan Hang Cong Thng- mot trong bon ngan hang hang
au tai Viet Nam. ay thc s la mot li the rat ln cua cong ty khi tiep can th
trng Viet nam, ac biet la trong th trng muc tieu cua mnh.
Tuy co li the ve hai thng hieu manh cua cong ty me nhng cong ty van
cha that s au t vao viec xay dng thng hieu rieng trong th trng bao
hiem Viet Nam - thng hieu IAI. Cac cong tac quang cao, anh bong hnh
anh c thc hien manh mun, khong em lai hieu qua cao
2.2.1.2 Cong tac quan tr
Cong tac ra quyet nh: Do la cong ty lien doanh nen cac quyet
nh ln cua cong ty lien quan en cac chnh sach, chien lc eu phai a ra
cuoc hop hoi ong quan tr. Ngoai ra, trong thanh phan ban giam oc, co Tong
Giam oc va Pho Tong Giam oc th hai ai dien cho ben oi tac Singapore va
Pho Tong Giam oc th nhat lai ai dien cho oi tac Viet Nam, do o trong ban
giam oc thng ton nhieu thi gian ban bac thao luan mi i en thong nhat
quan iem. Do o viec a ra quyet nh khong kp thi ap ng c nhu cau
th trng
C cau to chc: C cau to chc cua cong ty cha that s hp ly va
khoa hoc. Cac nhan vien marketing va phu trach ve moi gii, va phu trach ve
ai ly va khach hang trc tiep, cha co s phan cong theo hng chuyen mon
hoa thanh tng phan khuc khach hang. Hien cong ty cha co can bo chuyen biet
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phu trach marketing. Hien nay, trng phong nghiep vu va phu trach ve
marketing, xet duyet bao hiem va boi thng, trong o do ac thu cua nganh,
cong tac thien ve nghiep vu bao hiem nh xet duyet bao hiem, boi thng ton
nhieu thi gian va thc hien hang ngay oi vi tng vu viec. Do o, thi gian
au t vao viec suy ngh nhng chng trnh marketing khong co nhieu ..
Hien nay, cong ty khong co s phan cap phan quyen cho cac marketing,
bat c rui ro nao du ln du nho cung eu phai trnh len cho trng phong, pho
giam oc va giam oc xet duyet, t o, cac marketing khong co c t chu
trong viec am phan vi khach hang.
2.2.1.3 Tnh hnh tai chnh va nang lc bao hiem
Tnh hnh tai chnh: Tnh hnh tai chnh cua cong ty kha lanh
manh va trong sach. Vi ac thu cua nganh kinh doanh bao hiem, cong ty phai
luon trch quy d phong nghiep vu theo quy nh cua Bo tai chnh. Ben canh o,
cac khoan au t cua cong ty tren 80% la nhng khoan au t ngan han. Do o
luon am bao tnh hnh tai chnh lanh manh, ap ng c nhu cau ve tien mat
khi co ton that ln.
Nang lc bao hiem: Mac du vi so von thap hn cac cong ty co
mat lau nam tren th trng nhng nh co moi quan he tot vi cac nha tai bao
hiem ln tren the gii nh Munich Re, Toa Re, .. cung cac cong ty trong nhom
cong ty bao hiem Chau A, nen kha nang nhan bao hiem cua cong ty kha cao.
oi vi cac rui ro tot nh cac khach san, toa nha cong ty co kha nang t ong
nhan c rui ro en 18 trieu USD. oi vi cac rui ro ln hn, cong ty van co
the thu xep c vi cac hp ong tai tam thi.
Tuy nhien so vi cac cong ty ln va lau nam tren th trng Viet Nam nh
Bao Minh, Bao Viet, kha nang bao hiem cua cong ty cha that s cao va canh
tranh tot vi cac oi thu nay.
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2.2.1.4 Cong tac nhan s
Tnh hnh nhan s: oi ngu nhan vien nghiep vu a so o tuoi 24-35, nang
ong, c ao tao vi trnh o ai hoc va sau ai hoc. Tuy nhien, cac kien thc
nghiep vu bao hiem cha c ao tao chuyen sau tai cac trng ai hoc Viet
nam, do o, cac nhan vien khi vao cong ty eu can mot khoang thi gian e
c ao tao nghiep vu.
Cong tac huan luyen, ao tao: c chu trong cao, ac biet bo
phan nghiep vu. Moi nhan vien nghiep vu khi vao cong ty, sau khi c ao tao
tai cong ty, se c tham d cac khoa ao tao ngan han cac nc trong khu
vc nh Singapore, Indonesia va co ieu kien tm hieu, tham gia lam viec trc
tiep tai cac cong ty Bao hiem thuoc nhom cong ty Bao hiem Chau A tai cac
nc trong khu vc. Sau o la tham gia chng trnh ao tao t xa nghiep vu bao
hiem cua Vien Bao Hiem Anh, Vien Bao hiem NewZealand va Uc. ay la
nhng khoa hoc nham nang cao kha nang anh gia rui ro, khai thac bao hiem
cua nhan vien nghiep vu. Ben canh o, hang nam cong ty cung to chc nhng
khoa hoc, mi cac chuyen vien e nang cao kien thc va kha nang marketing
cua nhan vien thuoc bo phan marketing.
Chnh sach lng, thng: Chnh sach lng oi vi nhan vien
cha that s khuyen khch ong vien. oi vi nhan vien bo phan marketing,
lng van tnh co nh, do o khong khuyen khch c nhan vien trong viec tm
kiem khach hang, ac biet tm khach hang qua kenh trc tiep. Va do o cung
khong gi chan c cac nhan vien lam viec co kinh nghiem cung nh thu hut
can bo nghiep vu gioi tren th trng .
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2.2.1.5 He thong thong tin
Cong tac thong tin trong cong ty cha c chu trong ung mc, khong
c phan cong cho can bo chuyen trach hoac kiem nhiem.
Viec trao oi thong tin gia cac chi nhanh: viec trao oi thong tin
gia tru s chnh va cac chi nhanh khong c thc hien va kiem tra thng
xuyen, dan en viec co nhng thong tin cac chi nhanh khong nhan c kp thi.
Viec thu thap thong tin th trng: do cha chu trong va phan cong
chuyen nghiep nen viec thu thap thong tin th trng cha c thc hien thng
xuyen, cong viec thu thap thong tin ve d an au t mi chu yeu do cac
marketing t thu thap va x ly nen hieu qua cha cao. Cong ty cung cha to
chc thu thap thong tin phan hoi t khach hang
Viec cong bo thong tin: Cong ty hien cong bo thong tin tren
website cua cong ty me la Cong Ty Bao Hiem Chau A va Ngan Hang Cong
Thng. Tuy nhien cong viec cap nhat thong tin khong c thc hien thng
xuyen va thong tin con ngheo nan.
2.2.2 Ma tran cac yeu to ben trong ( IFE)
T cac thong tin a phan tch ve moi trng ben trong cua doanh nghiep,
ta xay dng ma tran cac yeu to ben trong ( IFE)
Mc o quan trong cua moi yeu to c anh gia da tren mc o tac
ong cua yeu to o oi vi s thanh cong cua cong ty. Xep hang t 1 en 4 cho
tng yeu to e anh gia

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Bang 2-2: Ma tran cac yeu to ben trong ( IFE)
TT Cac yeu to ben trong
Mc o
quan
trong
Phan
loai
So iem quan trong
1 oi ngu can bo nghiep vu nang ong,
c ao tao tot
0.09 4 0.36
2 Ban ieu hanh ra quyet nh cham 0.10 2 0.20
3 Kha nang nhan bao hiem cao 0.11 2 0.22
4 S hieu biet khach hang tiem nang 0.11 4 0.44
5 Kenh phan phoi qua ngan hang manh 0.10 4 0.40
6 Chnh sach lng thng cha
khuyen khch nhan vien
0.08 1 0.08
7 Hoat ong marketing cha tot 0.10 2 0.20
8 He thong thong tin cha hieu qua 0.06 2 0.12
9 Li the t thng hieu manh cua hai
cong ty me
0.10 3 0.30
10 Chat lng dch vu tot 0.09 3 0.27
11 C cau to chc cha hp ly 0.06 2 0.12
Tong Cong : 1.00 2.71
Nguon: tac gia t tnh da tren tham khao y kien cac chuyen gia trong nganh
* Nhan xet: Qua phan tch ma tran cac yeu to ben trong, ta nhan thay tong
so iem at c la 2.71 tren mc trung bnh la 2.50. Qua ma tran anh gia cac
yeu to noi bo tren, ta nhan thay nang lc loi cua IAI chnh la s hieu biet ve
khach hang tiem nang va tay nghe chuyen mon cua IAI chnh la he thong phan
phoi manh. Do o, cac chien lc xay dng can phat huy nang lc loi va tay
nghe chuyen mon cung cac mat manh cua doanh nghiep. Ben canh o, can co
cac hng khac phuc iem yeu nh cai thien chnh sach lng thng, thay oi
c cau to chc, cai tien he thong thong tin
For mat t ed: Cent ered
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2.3 anh gia anh hng cua moi trng ben ngoai
2.3.1. Phan tch cac yeu to cua moi trng v mo
2.3.1.1 Anh hng cua moi trng kinh te
Kinh te Viet Nam a va ang tren a phat trien cao va on nh, GDP bnh
quan tang 7,3%/ nam trong thi gian 1990-2003, von au t phat trien tang cao
va ngay cang chiem ty trong cao trong GDP, kim ngach xuat khau tang eu qua
cac nam, au t trc tiep nc ngoai tang nhanh. Trong nam 2005, von au t
phat trien tang 18,5% va chiem 38,9% GDP ca nc, kim ngach xuat nhap khau
tang 21,6%, au t trc tiep nc ngoai tang 25%. ac biet la au t t cac nc
ASEAN tnh en thi iem thang 8 nam 2005, at 10,7 ty USD ( theo so lieu t
MPI). Ngoai ra, cac tnh thanh hien nay eu co cac chnh sach u ai, keu goi
au t, phat trien cac khu cong nghiep, khu san xuat tap trung. Tnh hnh kinh te
se phat trien, tnh hnh thu hut au t ha hen se tang trng tot hn na khi
Viet Nam gia nhap WTO trong thi gian ti. ay la mot trong nhng yeu to
thuan li cho s phat trien cua th trng bao hiem phi nhan tho noi chung va
cong ty IAI noi rieng.
Ben canh o, toc o d n tn dung cua cac ngan hang thng mai tang
cao va d n cua Ngan hang Cong Thng Viet Nam cung khong nam ngoai s
tang trng nay. Hien nay th phan d n tn dung cua Ngan Hang Cong Thng
chiem 22% th phan d n tn dung ca nc. ay la c hoi tot cho kenh phan
phoi bao hiem qua ngan hang cua cong ty.
2.3.1.2 Anh hng luat phap, chnh phu va chnh tr
Moi trng luat phap Viet Nam ang dan dan hoan thien ve khung phap
ly cho hoat ong cua th trng: Luat kinh doanh bao hiem ra i va co hieu lc
t 01/04/2001 cung cac van ban hng dan thi hanh; Chien lc phat trien th
trng bao hiem Viet Nam t nam 2003 2010 c Chnh phu phe duyet; Ngh
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nh 118 ngay 13/10/2003 va Thong t 35/BTC ve x phat hanh chnh trong lnh
vc kinh doanh bao hiem, Ngh nh ve Bao hiem Chay bat buoc oi vi mot so
nganh nghe co nguy c rui ro cao ang c xem xet thong qua. Sau khi thong
qua, th trng bao hiem, ac biet bao hiem phi nhan tho se co nhng bc phat
trien ang ke.
Ngoai ra cac Bo Luat lien quan cung a va ang c xem xet a ra, tao
ieu kien thuan li cho nganh bao hiem phat trien. Co the ke en nh Luat au
t va Luat Doanh Nghiep co hieu lc t ngay 1.7.2006 eu quy nh cac doanh
nghiep phai mua bao hiem theo quy nh cua phap luat. ay la nhng c s e
phat trien th trng bao hiem phi nhan tho.
Theo lo trnh Hiep nh Thng Mai Viet My, Viet Nam se m ca hoan
toan th trng Bao Hiem vao nam 2006. ieu nay va em lai thach thc va c
hoi cho Cong Ty. Mot mat, Cong ty se c bnh ang vi cac doanh nghiep
trong nc, hien nay va trong nhng nam qua, vi c che bao ho cac doanh
nghiep trong nc, cac doanh nghiep bao hiem phi nhan tho ch c phep khai
thac nhng phan khuc th trng nhat nh, lien quan en khach hang nc
ngoai co cung nc au t. Mat khac, th trng bao hiem se m ca vi nhieu
doanh nghiep ln, tap oan bao hiem en t My, th trng canh tranh khac
nghiet hn.
2.3.1.3 Anh hng van hoa, xa hoi
Y thc tham gia bao hiem: Y thc s dung dch vu bao hiem nh
mot trong nhng bien phap an toan ve tai chnh cac doanh nhan Viet Nam
khong cao. Trong khi cac doanh nhan chau Au, viec mua bao hiem la mot trong
nhng cong viec au tien quan trong va luon c Tong Giam oc, Pho Tong
Giam oc hoac cac giam oc tai chnh am nhiem va quan tam ngay t khi xay
dng nha may. Tai cac doanh nghiep Viet Nam, viec mua bao hiem phan ln
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c thc hien khi b ep buoc bi ngan hang cho vay hoac phap luat, khi mua
bao hiem khong quan tam en cac ieu kien ieu khoan bao hiem. Do o, viec
giai quyet boi thng khi xay ra ton that rat kho khan.
Y thc ve quan tr rui ro: Ngoai ra, cong tac quan tr rui ro tai cac
doanh nghiep Viet Nam khong c chu trong ung mc, ac biet la cac doanh
nghiep va va nho. Cac thiet b phuc vu cho cong tac phong cha chay toi thieu
tai doanh nghiep thng c cho rang khong can thiet va rui ro kho co kha
nang xay ra tai ban than doanh nghiep. Do o, kha nang hp tac cung doanh
nghiep bao hiem trong viec phong nga han che ton that rat kho khan.
Tnh hnh th trng lao ong cung cap cho nganh: Hien nay tai
Viet Nam ch co trng ai hoc kinh te ao tao sinh vien nganh bao hiem, tuy
nhien kien thc ao tao cung khong ap ng thc te nhu cau cua nganh. Nganh
bao hiem phi nhan tho hien nay ang thieu hut nhan vien nghiep vu gioi, ac
biet trong tnh hnh ngay cang co nhieu cong ty bao hiem mi tham gia th
trng. V the, nhan vien co kinh nghiem thng b loi keo gia cac cong ty tren
th trng va thc te, cac doanh nghiep a khong gi c nhan vien sau khi
phai bo ra chi ph rat cao cho viec ao tao.
2.3.1.4 Anh hng cua moi trng t nhien
Mot trong nhng rui ro quan trong ma cac doanh nghiep bao hiem phi
nhan tho chap nhan bao hiem la rui ro thien tai. Theo d bao va xu hng anh
hng, cac nam ti thien tai se anh hng ln en moi quoc gia, theo xu hng
ngay cang xau. ieu nay se tac ong ln en cac doanh nghiep bao hiem phi
nhan tho, cac nha tai tren the gii se co khuynh hng that chat hn cac ieu
kien ieu khoan lien quan en rui ro, cac mc mien boi thng lien quan en
thien tai se tang cao.

Trang 40
2.3.2 Anh hng cua moi trng vi mo
2.3.2.1 oi thu canh tranh
Tnh hnh phat trien cua nganh:
Th trng bao hiem Viet Nam hoat ong ngay cang soi ong, nhon nhp
vi toc o tang trng kha cao, nam 2004 tang 20,21%, nam 2005 8,66%. Rieng
toc o tang trng cua th trng bao hiem phi nhan tho tang bnh quan tren 20%
/ nam. Th trng bao hiem Viet Nam noi chung va th trng bao hiem phi nhan
tho noi rieng c anh gia la ang trong giai oan khi au ay tiem nang. Do
o, khi chnh phu m ca th trng bao hiem hoan toan, ngay cang co nhieu
doanh nhiep bao hiem c thanh lap va tham gia th trng bao hiem Viet Nam.
Bang 2-3: Tong ph bao hiem phi nhan tho 2000-2005 (Ty ong)
Nam
Cac Ch Tieu
2000 2001 2002 2003 2004 2005
BH phi NT y ong) 1.786 2.162 3.153 3.976 4.764 5.447
Toc o tang trng (%) 21% 45% 26% 20% 14,3%
Nguon : Hiep hoi bao hiem Viet Nam
Hien nay, th trng bao hiem phi nhan tho Viet Nam a co s tham gia
cua 16 cong ty, trong o co 3 DN 100% von au t nc ngoai, 5 cong ty lien
doanh va 8 cong ty trong nc, cung vi 5 cong ty moi gii, trong o co 3 cong
ty moi gii nc ngoai la nhng tap oan a quoc qua tren the gii: Marsh, AON,
Gras Savoye Willis. Cuoi nam 2005 va qua, 1 tap oan bao hiem ln cua My la
AIG cung a c cap giay phep kinh doanh ( Phu luc 3)
Cac cong ty mi gia nhap th trng cung cac cong ty a co mat t lau
tren th trng cung nhau khai thac th trng ay tiem nang. S canh tranh tren
th trng hien nay nhieu khi mang tnh gay gat. Co nhng bien phap canh tranh
Trang 41
khong lanh manh a dien ra nh tnh trang giam ph en mc kho thu xep c
cac hp ong tai bao hiem hoac tai bao hiem cho cac cong ty nhan tai khong
ung tieu chuan cua Bo tai Chnh a ra la phai xep hang BB tr len, chi hoa
hong cho khach hang trai vi quy nh cua Bo Tai Chnh
Cac oi thu canh tranh:
Tuy co nhieu doanh nghiep tren th trng, hien nay chiem phan ln th
phan van la cac doanh nghiep trong nc nh Bao Minh, Bao Viet, PV, PJICO.
Cac doanh nghiep trong nc chiem tren 90% th phan. Khong ti 10% th phan
con lai c san se cho 5 doanh nghiep co von au t nc ngoai. (Phu luc 4).
Cac doanh nghiep co von au t nc ngoai eu co th trng muc tieu rieng cua
mnh va phan khuc th trng cua ho tng oi hep, hau nh ch phuc vu bo phan
cac doanh nghiep co von au t en t nc mnh au t, nh Cong ty VIA, UIC
chu yeu phuc vu cac khach hang la cac doanh nghiep co von au t t Nhat Ban,
Cong ty SamSung Vina phuc vu cac doanh nghiep en t Han Quoc, QBE phuc
vu chu yeu cac nc chau Au , My
So vi cac doanh nghiep co von au t nc ngoai khac, IAI co th trng
muc tieu rong hn, ben canh oi tng doanh nghiep co von au t t cac nc
trong khu vc ASEAN, mot oi tng khac la cac doanh nghiep Viet Nam co
quan he tn dung vi Ngan Hang Cong Thng. Xem xet goc o th trng
muc tieu nay, oi thu canh tranh chnh cua IAI la cac cong ty bao hiem trong
nc ma manh nhat la Bao Minh, Bao Viet.
Ben canh oi thu canh tranh la cac cong ty bao hiem, cac cong ty moi gii
cung la cac oi thu canh tranh cua cong ty bao hiem khi tiep can khach hang.
Nhng mat khac, moi gii cung chnh la khach hang, c xem nh kenh phan
phoi cua doanh nghiep. Khach hang cua cong ty moi gii cung co the tr thanh
khach hang cua cong ty. Hn na, theo tap quan cua th trng bao hiem phi
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nhan tho, khi khach hang a lam viec vi cong ty moi gii th cong ty bao hiem
khong canh tranh trc tiep vi cong ty moi gii gianh lai khach hang ma quay
sang lam viec vi cong ty moi gii, hong nhan c dch vu t moi gii, luc nay
moi gii tr thanh khach hang, c xem nh khach hang s cua cong ty bao
hiem. Do o, ay ta khong xem xet cong ty moi gii di goc o oi thu canh
tranh .
2.3.2.2 Khach hang
Khach hang chnh la xng song cua doanh nghiep bao hiem va khach
hang trung thanh chnh la tai san ln nhat cua doanh nghiep. Khach hang cua
cong ty IAI la khach hang co vay von t Ngan Hang Cong Thng, nhng khach
hang trung thanh cua Ngan Hang Cong Thng. Do o, kha nang thay oi nha
cung cap dch vu bao hiem cua oi tng khach hang nay khong cao. Vi oi
tng khach hang nay, cong ty co u the hn. Tuy nhien oi tng khach hang
nay, cac san pham bao hiem tham gia thng la san pham n le nh bao hiem
tai san, hoac bao hiem hang hoa xuat nhap khau, hoac bao hiem xay dng,
thng la nhng san pham theo yeu cau cua ngan hang cho vay, khong tham gia
tron goi cac san pham phuc vu cho doanh nghiep.
Tuy nhien, vi cac oi tng khach hang khac, cong ty kem u the hn v
hien nay th trng bao hiem phi nhan tho ang canh tranh rat khoc liet vi s
tham gia cua ngay cang nhieu cong ty bao hiem cung nh cong ty moi gii bao
hiem; san pham bao hiem phi nhan tho la cac san pham tieu chuan, khong co s
khac biet gia cac oi thu canh tranh; khach hang ngay cang co nhieu thong tin
hn ve san pham t cac oi thu canh tranh trong nganh Hang nam, khach hang
eu xem xet lai hp ong bao hiem va to chc au thau thu thap bao gia t th
trng.

Trang 43

2.3.2.3 Nha cung cap
Nha cung cap cua doanh nghiep bao hiem phi nhan tho chu yeu la nhng
nha tai bao hiem chuyen nghiep, cung cap kha nang nhan rui ro va chia se rui ro
vi doanh nghiep bao hiem. Ngoai ra, cac cong ty bao hiem phi nhan tho chuyen
kinh doanh bao hiem goc eu co bo phan kinh doanh tai bao hiem, do o, mot
mat ho la oi thu canh tranh, mat khac cac oi thu nay cung chnh la nha cung
cap cua nhau oi cac cac rui ro ln.
Trong moi quan he vi cac nha tai bao hiem chuyen nghiep, doanh
nghiep bao hiem luon v the thap hn, v ban than cac nha tai la nhng ngi
co v tr u the va chu ong trong viec xet nhan cac rui ro cung cac ieu kien
ieu khoan bao hiem. Mot khi tnh hnh ton that xay ra cao, cac nha tai that chat
cac ieu kien ieu khoan, cac doanh nghiep bao hiem phai tuan theo va ap dung
vi khach hang cua mnh.
2.3.3 Ma tran cac yeu to ben ngoai (EFE)
Da tren tam quan trong cua moi yeu to oi vi s thanh cong trong
nganh e anh gia mc o quan trong cua moi yeu to va da vao cach thc ma
cong ty phan ng lai vi cac yeu to nay, ta xay dng ma tran cac yeu to ben
ngoai nh sau:
Bang 2-4: Ma tran cac yeu to ben ngoai ( EFE) cua Cong Ty IAI
TT Cac yeu to ben ngoai
Mc o
quan
trong
Phan
loai
So iem
quan
trong
1 au t nc ngoai tang cao 0.09 4 0.36
2 Tong au t trong nc tang manh, cac
khu che xuat, khu cong nghiep ngay
cang c m rong
0.10 2 0.20
Trang 44
3 D n tn dung cua Ngan Hang Cong
Thng tang va on nh
0.12 4 0.48
4 Tiem nang th trng bao hiem Viet
Nam cha c khai thac het
0.12 3 0.36
5 Bao hiem chay bat buoc ang c xem
xet thong qua
0.11 3 0.33
6 Th trng lao ong thieu hut 0.09 1 0.09
7 Khung phap ly ang c hoan thien
dan
0.11 2 0.22
8 Ket thuc viec bao ho oi vi doanh
nghiep bao hiem trong nc
0.12 3 0.36
9 Y thc tham gia bao hiem cua doanh
nghiep Viet Nam cha cao
0.07 2 0.14
10 Th trng bao hiem ngay cang canh
tranh
0.07 3 0.21
Tong Cong 1.00 2.62
Qua phan tch ma tran EFE, ta thay cong ty a tan dung c cac c hoi
t moi trng ben ngoai nh au t nc ngoai tang cao, d n tn dung cua
Ngan Hang Cong Thng tang cao va on nh, th trng canh tranh hn, cong ty
phan ng cha tot vi cac c hoi nh th trng tiem nang con bo ngo, bao hiem
chay bat buoc ang c xem xet thong qua Tnh tong so iem quan trong cua
IAI la 2.62 iem, tren mc trung bnh, ieu nay cho thay IAI a ng pho kha
hieu qua oi vi nhng nhan to ben ngoai.
2.3.4 Ma tran hnh anh canh tranh
Ma tran hnh anh canh tranh c xac lap vi oi thu canh tranh chnh la
Bao Minh va Bao Viet, hai ai dien cua khoi doanh nghiep bao hiem trong nc
va c thiet lap tren tieu ch, xep theo mc o quan trong cua cac yeu to oi
doanh nghiep bao hiem.

Trang 45

Bang 2-5 : Ma tran hnh anh canh tranh cua cong ty IAI
IAI B.VIET B. MINH
TT Cac yeu to thanh cong
Mc
o
quan
trong
H
a
n
g

iem
quan
trong
H
a
n
g

iem
quan
trong
H
a
n
g

iem
quan
trong
1 Uy tn thng hieu 0.12 2 0.24 3 0.36 4 0.48
2 Kenh phan phoi qua ngan
hang
0.11 4 0.44 3 0.33 3 0.33
3 Kha nang nhan bao hiem 0.11 2 0.22 3 0.33 4 0.44
4 Kha nang tiep can khach
hang th trng muc
tieu cua IAI
0.08 4 0.32 2 0.16 3 0.24
5 Kha nang tai chnh 0.08 1 0.08 3 0.24 4 0.32
6 Kha nang hieu biet khach
hang tiem nang
0.13 4 0.42 3 0.39 3 0.39
7 Chat lng dch vu bao
hiem
0.11 3 0.33 3 0.33 4 0.44
8 Nghien cu & phat trien
san pham mi
0.08 2 0.16 4 0.32 3 0.24
9 Kha nang anh gia rui ro 0.09 3 0.27 2 0.18 3 0.27
10 Chnh sach marketing 0.09 2 0.18 4 0.36 3 0.27
Tong Cong 2.66 3.00 3.5
Nhan xet : Qua phan tch ma tran hnh anh canh tranh, chung ta co the
xep hang oi thu canh tranh nh sau: Cong ty Bao Viet ng v tr th nhat, sau
o en cong ty Bao Minh roi mi en Cong ty IAI. Tong so iem quan trong cua
Bao Viet la 3.50, cua Bao Minh la 3.00 cho thay hai cong ty tren a ng pho rat
hieu qua oi vi cac yeu to ben trong lan ben ngoai va la oi thu canh tranh rat
Trang 46
manh tren th trng. Do o, trong qua trnh xay dng chien lc, cong ty can
xem xet ti viec tranh nhng iem manh cua oi thu canh tranh, hoan thien
nhng iem yeu cua mnh.
Qua anh gia phan tch tnh hnh hoat ong cua cong ty IAI cung cac yeu
to cua moi trng ben trong, ta nhan thay cong ty IAI co iem manh la s hieu
biet khach hang tiem nang; kenh phan phoi qua ngan hang manh; li the t
thng hieu manh cua hai cong ty me; chat lng dch vu tot. Ben canh o, iem
yeu cua cong ty chnh la kha nang ra quyet nh cua ban ieu hanh cham, kha
nang nhan bao hiem so vi oi thu canh tranh chnh la Bao Minh, Bao Viet cha
cao, hoat ong marketing cha tot, c cau to chc cha hp ly; he thong thong
tin cha hieu qua. Ngoai ra, t viec anh gia moi trng v mo va vi mo cua
cong ty, ta nhan thay c hoi cua cong ty rat nhieu nh au t nc ngoai tang
cao; au t trong nc tang manh; d n tn dung cua Ngan hang Cong thng
cao va on nh; ket thuc viec bao ho oi vi doanh nghiep trong nc Ben canh
o, e doa t moi trng chnh la th trng lao ong thieu hut; y thc tham gia
bao hiem cua doanh nghiep Viet Nam cha cao; th trng bao hiem ngay cang
canh tranh .. T cac thong tin tren, tac gia a xay dng c cac ma tran IFE,
EFE, ma tran hnh anh canh tranh. ay la nhng cong cu cung cap thong tin can
thiet lam c s cho viec xay dng chien lc kinh doanh cua cong ty en nam
2010, se c trnh bay chng ba.
Trang 47
Chng 3
XAY DNG CHIEN LC KINH DOANH CUA CONG TY IAI
EN NAM 2010

3.1 Quan iem, muc tieu
3.1.1 Quan iem
3.1.1.1 Quan iem cua Chnh Phu trong viec nh hng chien lc cho th
trng bao hiem Viet Nam en nam 2010
Cung vi s m rong kinh te th trng, thu hut au t nc ngoai, phat
trien xa hoi, Chnh phu cung a rat quan tam va anh gia cao en viec phat trien
th trng bao hiem mot cach toan dien, lanh manh nham ap ng c nhu cau
bao hiem c ban cua nen kinh te va dan c va cung khang nh rang viec phat
trien nganh bao hiem tat yeu phai cung ong hanh vi s phat trien nen kinh te-
xa hoi.
Vi viec phe duyet quyet nh so 175/2003/Q-TTg ngay 29/8/2003 ve
chien lc phat trien th trng bao hiem Viet Nam nam 2003 -2010, chnh phu
a the hien ro quan iem m ca, hoi nhap th trng vi lo trnh m ca tuan
theo cam ket a ky trong hiep nh thng mai Viet - My. Theo o, Viet Nam
se m ca th trng bao hiem e cac cong ty co von t Hoa Ky gia nhap th
trng. Ve gii han oi x quoc gia cung neu ro khong han che vi dch vu cung
cap qua bien gii, s dung nc ngoai.
3.1.1.2 Quan iem cua doanh nghiep khi xay dng chien lc kinh doanh en
nam 2010
La mot doanh nghiep nc ngoai hoat ong tai th trng Viet Nam, cong
ty xay dng chien lc khong nam ngoai nh hng chien lc phat trien nganh
Trang 48
cua Chnh Phu. Theo o, quan iem cua cong ty xay dng chien lc kinh doanh
nham ap ng tot nhat nhu cau bao hiem cua cac nha au t nc ngoai en t
cac nc trong khu vc; cung cap tot nhat s am bao ve mat tai chnh oi vi
hoat ong cho vay va cam co cua Ngan Hang Cong Thng thong qua viec cung
cap cac san pham bao hiem cho cac tai san the chap qua ngan hang; em en
cho th trng bao hiem phi nhan tho Viet Nam nhng kinh nghiem tien tien cua
th trng Singapore va quoc te.
3.2.2 Muc tieu
3.2.2.1 C s xay dng muc tieu
D bao tnh hnh phat trien th trng bao hiem phi nhan tho
en nam 2010
Th trng bao hiem Viet Nam c anh gia la ay tiem nang, th trng
c d bao la se tiep tuc phat trien nhanh va hieu qua vi ay u cac yeu to
cua th trng. D bao so lng doanh nghiep bao hiem se tiep tuc tang len,
doanh thu ph bao hiem se tang t 2% / GDP vao nam 2004 len 4-5% GDP vao
nam 2010. Mc tang trng bnh quan cua th trng bao hiem phi nhan tho 18-
20%/ nam. C s cua d bao nay chnh la chien lc phat trien kinh te xa hoi
2001-2010, theo o GDP nam 2010 c tang len t nhat gap oi nam 2000,
GDP/ ngi at 1000USD/ ngi/nam vao nam 2010, toc o tang GDP bnh quan
7%-8% qua cac nam, tch luy noi bo nen kinh te at 30% GDP, va so lieu ve
mc tang trng th trng bao hiem phi nhan tho trong nhng nam qua nh the
hien bang 2-3. Ph bao hiem phi nhan tho trong nhng nam ti c cac
chuyen gia d bao tang trng nh bang 3-1 sau:

Trang 49
Bang 3-1: D bao so lieu tang trng ph bao hiem cua th trng 2006-2010
Nam
Cac Ch Tieu
2006 2007 2008 2009 2010
BH phi NT ( ty ong) 6.642 7.970 9.405 11.097 13.095
Toc o tang trng (%) 20% 20% 18% 18% 18%

Kha nang hien co va c hoi phat trien cua IAI
Cong ty luon nhan c s ho tr cua cac ben oi tac lien doanh, ac biet
la Ngan Hang Cong Thng Viet Nam e co the khai thac tot phan khuc th
trng nay, phan khuc th trng ang la khach hang cua cac cong ty trong nc.
Ben canh o, cac cong ty nam trong nhom bao hiem Chau A cua cac nc trong
khu vc cung a ho tr va hp tac rat tot, ben canh viec gii thieu khach hang
con ho tr trong cong tac ao tao, nhan tai bao hiem
Sau gan 3 nam hoat ong tai th trng Viet nam, cong ty a dan dan gay
dng c long tin cua khach hang vao dch vu cong ty cung cap, vi so lng
khach hang ngay cang tang trong danh muc khach hang cua cong ty.
Cung qua thi gian hoat ong, nhan vien trong cong ty a hieu ro ve van
hoa cong ty, a xay dng c nhng moi quan he tot vi cac oi tac va khach
hang. Ben canh o, Cong ty cung tuyen dung va ao tao c oi ngu can bo co
chuyen mon cao ve trnh o nghiep vu. ay chnh la nhng tien e, nhng c s
e cong ty co the xay dng muc tieu cua mnh trong nhng nam ti.

Nguon : Hiep hoi bao hiem Viet nam
Trang 50
3.2.2.2 Muc Tieu cua IAI en nam 2010
Muc tieu dai han
- Xay dng IAI thanh thng hieu manh trong nganh bao hiem phi nhan
tho tai Viet Nam;
- Xay dng c cac li the canh tranh mang tnh lau ben: chat lng
dch vu, he thong phan phoi manh;
- Cung cap s am bao tai chnh oi vi toan bo hoat ong cho vay /
cam co cua Ngan Hang Cong Thng.
Muc tieu cu the:
- Toc o tang trng bnh quan hang nam 40-50% / nam;
- Nang cao th phan cua cong ty tren th trng, at 3% vao nam 2010
va doanh thu ph bao hiem goc at 10 trieu USD nam 2010;
- Cung cap san pham en cho tat ca cac khach hang cua Ngan Hang
Cong Thng, m rong mang li ai ly en tat ca cac chi nhanh Ngan Hang
Cong Thng tren ca nc;
- Phat trien them chi nhanh khu vc ong Bang song Cu Long, va
cac phong giao dch tai mot so thanh pho cong nghiep ln nh Bien Hoa, Bnh
Dng ..

3.2 Xay dng cac chien lc
3.2.1 Xay dng cac phng an chien lc
3.2.1.1 Ma tran SWOT
T cac thong tin a phan tch tren cung cac thong tin t ma tran IFE,
EFE, ta xay dng ma tran SWOT va ket hp cac chien lc co the la chon nh
sau:
Trang 51
Bang 3-2: Ma tran SWOT cua cong ty IAI

Ma Tran SWOT
Cac C Hoi ( O)
O1: au t nc ngoai tang
cao
O2: Tong au t trong nc
tang cao
O3: D n tn dung cua
NHCT cao
O4: Tiem nang th trng
cha c khai thac het
O5: Bao hiem chay bat buoc
ang c xem xet thong qua
O6: Khung phap ly ang
hoan thien dan
O7: Ket thuc bao ho vi
doanh nghiep trong nc
Cac e doa (T)
T1: Th trng lao ong
thieu hut
T2: Y thc tham gia bao
hiem cua doanh nghiep
Viet Nam cha cao
T3: Th trng canh
tranh gay gat
T4: Thien tai thng
xuyen
Cac iem manh (S)
S1: oi ngu can bo co
nang lc
S2: S hieu biet khach
hang tiem nang
S3: Kenh phan phoi qua
ngan hang manh
S5: Thng hieu manh t
cong ty me
S6: Chat lng dch vu cao
Cac chien lc S-O
S1, S2, S3, S5, S6 + O1, O2,
O3: Tm kiem th phan tang
len bang cach tang cng
khai thac th trng muc tieu
=> Chien lc tham nhap th
trng
S1, S3, S4, S6 + O1, O2, O4,
O5, O6: M rong khai thac
sang oi tng khach hang
khac ngoai th trng muc
tieu hien tai => Chien lc
phat trien th trng
S1, S2, S5 +O1, O2,O4, O7:
Cong ty co the thanh lap cac
chi nhanh, van phong cac
thanh pho cong nghiep e co
the tiep can va khai thac
c tot hn th trng =>
Chien lc ket hp ve pha
trc
Cac chien lc S-T
S1, S2, S3+T2: Tang
cng cong tac
marketing e tham nhap
th trng => Chien
lc tham nhap th
trng
S1, S2, S5 + T3: Phat
trien cac san pham phu
hp vi th trng muc
tieu, va tao li the canh
tranh so vi oi thu =>
Phat trien san pham
Trang 52
Cac iem yeu (W)
W1: Ra quyet nh cham
W2: Chnh sach lng
thng cha khuyen khch
W3: Kha nang nhan bao
hiem cha cao
W4: Hoat ong marketing
W5: He thong thong tin
yeu
W6: C cau to chc cha
hp ly
Cac chien lc W-O
W4 + O1, O2, O3: Tang
cng cong tac marketing e
tham nhap va khai thac het
th trng muc tieu => Chien
lc tham nhap th trng
W4, W5 + O1, O2, O3, O4,
O5: cai tien he thong thong
tin, thay oi c cau e phat
trien => Chien lc chnh
on e phat trien
W3 + O1, O2, O3, O4, O5:
Tang cng lien ket vi cac
cong ty khac e ong bao
hiem, nhan c cac rui ro
ln => Chien lc ket hp
hang ngang

Cac chien lc W-T
W2+T1: cai thien chnh
sach lng thng e
thu hut lao ong =>
Chien lc chnh on
e phat trien
W3 + T3: Tang cng
lien ket vi cac cong ty
khac e ong bao hiem,
nhan c cac rui ro ln
=> Chien lc ket hp
hang ngang

3.2.1.2 Ma tran cac chien lc chnh
T mo hnh ma tran bang 3-1, ket hp viec phan tch th trng bao
hiem cung nh v the canh tranh cua cong ty, ta co the rut ra ket luan Cong ty
IAI ang nam goc t II, do th trng cua nganh ang tang trng nhanh (tang
trng bnh quan tren 20% / nam), cong ty co v the canh tranh khong thuoc loai
manh tren th trng. Nh vay, ta co the la chon cac chien lc: phat trien th
trng, xam nhap th trng, phat trien san pham, ket hp theo chieu ngang, loai
bo, thanh ly. Tr chien lc thanh ly, 5 chien lc con lai eu c e xuat ma
tran SWOT. S trung hp gia ma tran SWOT va ma tran chien lc chnh cho
thay cac chien lc a e xuat la hp ly, thch hp e xem xet va la chon.

Trang 53
Hnh 3-1: Ma tran cac chien lc chnh
S TANG TRNG
NHANH CHONG CUA TH TRNG
Goc t II
1. Phat trien th trng
2. Tham nhap th trng
3. Phat trien san pham
4.Ket hp theo chieu ngang
5. Loai bo
6. Thanh ly
Goc t I
1. Phat trien th trng
2. Tham nhap th trng
3. Phat trien san pham
4. Ket hp ve pha trc
5.Ket hp ve pha sau
6.Ket hp theo chieu ngang
7. a dang hoa tap trung

Goc t III
1. Giam bt chi tieu
2.a dang hoa tap trung
3.a dang hoa theo chieu
ngang
4.a dang hoa lien ket
5.Loai bt
6. Thanh ly
Goc t IV
1.a dang hoa tap trung
2.a dang hoa theo chieu
ngang
3.a dang hoa lien ket
4.Lien doanh
V TR
CANH
TRANH
YEU
S TANG TRNG
CHAM CHAP CUA TH TRNG
V TR
CANH
TRANH
MANH

3.2.2 Phan tch cac chien lc e xuat
3.2.2.1 Nhom chien lc S-O
* Chien lc tham nhap th trng: e tang sc canh tranh va th phan
trong khi nhng oi thu canh tranh chnh tren th trng nh Bao Minh, Bao Viet
co u the va nhieu iem manh hn, cong ty can da vao cac iem manh cua
cong ty la s hieu biet khach hang tiem nang, he thong phan phoi manh, chat
lng dch vu cao, li the t thng hieu manh cua cong ty me e tang cng
khai thac th trng muc tieu nham tan dung c cac c hoi t moi trng ben
Trang 54
ngoai nh au t nc ngoai tang cao, d n tn dung cua Ngan Hang Cong
Thng tang cao va on nh.
* Chien lc phat trien th trng: Trong khi tiem nang th trng con
bo ngo va viec bao ho oi vi doanh nghiep trong nc ket thuc khi Viet Nam
gia nhap WTO, da vao iem manh cua cong ty la oi ngu can bo nghiep vu
nang ong, cung thng hieu manh cua Ngan Hang Cong Thng, ben canh
phan khuc th trng hien tai, Cong ty co the phat trien th trng sang phan
khuc th trng la cac doanh nghiep Viet Nam thuoc oi tng cong ty va va
nho
* Chien lc ket hp ve pha trc: Vi s hieu biet khach hang va s
nang ong cua oi ngu can bo, cong ty co the trien khai chien lc ket hp ve
pha trc e co the tiep can tot hn cac khach hang tiem nang. o la m cac
chi nhanh, van phong tai cac thanh pho cong nghiep ln e de dang lien he
khach hang va nam bat tot hn nhu cau khach hang.
3.2.2.2 Nhom chien lc S-T
* Chien lc tham nhap th trng: Khi y thc cua cac doanh nghiep
Viet Nam trong viec tham gia bao hiem cha cao, cong ty can da vao iem
manh cua mnh la oi ngu can bo gioi, s hieu biet khach hang cung he thong
phan phoi qua ngan hang e co the em en cho khach hang s hieu biet tin
tng vao dch vu bao hiem, ac biet la khach hang thuoc phan khuc th trng
la khach hang cua Ngan Hang Cong Thng, e t o khai thac toi a phan khuc
th trng nay
* Chien lc phat trien san pham: Vi th trng canh tranh gay gat,
cong ty can da vao oi ngu can bo cung s hieu biet th trng e au t vao
cong tac nghien cu phat trien cac san pham mi mang tnh chat khac biet hoa.
Trang 55
Thc chat, cac san pham bao hiem cua th trng phi nhan tho la nhng san
pham tieu chuan hoa, khong co nhieu khac biet gia cac cong ty bao hiem. Tuy
nhien, Cong ty van co the phat trien san pham ac thu da tren cac san pham
tieu chuan nhng c ieu chnh phu hp vi khach hang th trng muc tieu
cua mnh, e co the tranh c s canh tranh cua cac oi thu xam nhap vao th
trng muc tieu cua cong ty.
3.2.2.3 Nhom chien lc W-O
* Chien lc tham nhap th trng bang cach tang cng cong tac
marketing: iem yeu cua cong ty chnh la chnh sach marketing cha hieu qua,
do o e co the khai thac cac c hoi t moi trng ben ngoai cong ty co the thc
hien khai thac tot th trng hien tai bang cach tang cng cong tac marketing,
tuyen truyen, xay dng thng hieu
* Chien lc chnh on e phat trien: e khai thac va tan dung c toi
a cac c hoi t moi trng ben ngoai, cong ty phai khac phuc cac iem yeu cua
ban than cong ty nh cai tien he thong thong tin, cai tien c cau to chc
* Chien lc ket hp hang ngang: Mot ac iem ac thu cua th trng
bao hiem phi nhan tho la cac cong ty cung nganh co the va hoat ong canh
tranh vi nhau va co the hp tac vi nhau e cung nhau khai thac, phuc vu
khach hang, ac biet la trong viec nhan bao hiem cho nhng rui ro co gia tr ln
nh cac cong trnh xay dng ln, cac nha may ln ... IAI co the tang cng hp
tac, lien ket trong canh tranh vi cac oi thu canh tranh e co the tang cng
kieu hp tac ong bao hiem e khac phuc iem yeu cua cong ty la kha nang
nhan bao hiem cha cao va co the tan dung c cac c hoi t moi trng ben
ngoai do co the tham gia c cac dch vu co gia tr bao hiem ln.

Trang 56

3.2.2.3 Nhom chien lc W-T
* Chien lc chnh on e phat trien: Trong boi canh th trng lao
ong cho nganh bao hiem phi nhan tho ang thieu hut hien nay, IAI can cai tien
chnh sach nhan s trong cong ty, ac biet la chnh sach lng thng e co the
gi chan c nhan vien co kinh nghiem va nghiep vu gioi trong cong ty khoi s
thu hut nhan s gioi t cac oi thu canh tranh, nhat la trc tnh hnh th trng
nhan s thieu hut hien nay.
* Chien lc ket hp hang ngang: IAI can tang cng lien ket hp tac
trong canh tranh e co the va tranh c viec canh tranh khong lanh manh
giam ph tren th trng, va co the nang cao kha nang nhan bao hiem cac rui ro
co gia tr bao hiem cao.
3.2.3 La chon cac chien lc kha thi
3.2.3.1 Ma tran hoach nh chien lc co the la chon (QSPM)
Bang 3-3 : Ma tran QSPM cua cong ty IAI Nhom chien lc S- O
Cac chien lc co the thay the
Tham
nhap th
trng
Phat
trien th
trng
Ket hp
ve pha
trc
Cac yeu to quan trong
Phan
loai
AS TAS AS TAS AS TAS
CAC YEU TO BEN TRONG

1. oi ngu can bo nghiep vu nang
ong, c ao tao tot
4 4 16 4 16 3 12
2.S hieu biet khach hang tiem nang 4 4 16 3 12 2 8
3.Kenh phan phoi qua ngan hang manh 4 4 16 3 12 3 12
4.Thng hieu manh t cong ty me 3 4 12 3 9 2 6
5.Chat lng dch vu 3 4 12 3 9 3 9
CAC YEU TO BEN NGOAI
1.au t nc ngoai tang cao 4 4 16 3 12 3 12
Trang 57
2.Tong au t trong nc tang manh 2 2 4 4 8 3 6

3.D n tn dung cua Ngan Hang Cong
Thng nhanh cao va on nh

3

4

16

3

12

3

12
4.Tiem nang th trng bao hiem Viet
Nam cha c khai thac het
3 3 9 4 12 2 6
5.Bao hiem chay bat buoc ang c
xem xet thong qua
3 2 6 3 9 4 12
6.Khung phap ly ang c hoan thien
dan
2 2 4 2 4 2 4
7.Ket thuc viec bao ho doanh nghiep
trong nc
3 3 9 4 12 2 6
Tong Cong 136 127 106

Trong nhom cac chien lc xay dng c khi ket hp S-O, ta la chon chien
lc tham nhap th trng va chien lc phat trien th trng v co TAS cao: 136
va 127.
Bang 3-4: Ma Tran QSPM cua cong ty IAI Nhom chien lc S - T
Tham nhap
th trng
Phat trien
san pham
Phan
loai
AS TAS AS TAS
1. oi ngu can bo nghiep vu nang
ong, c ao tao tot
4 3 12 2 8
2.S hieu biet khach hang tiem nang 4 4 16 3 12
3.Kenh phan phoi qua ngan hang
manh
4 4 16 1 4
4.Thng hieu manh t cong ty me 3 4 12 2 6
5.Chat lng dch vu 3 4 12 1 6

For mat t ed: Font : 12 pt
Trang 58
1.Th trng lao ong thieu hut 1 3 3 1 1
2.Y thc tham gia bao hiem cua
doanh nghiep Viet Nam cha cao
2 2 2 1 2
3. Th trng canh tranh gay gat 3 3 9 4 12
4. Thien tai ngay cang tang 2 0 0 0 0
TONG CONG 82 51
Trong hai chien lc xay dng c t s ket hp S-T, ta la chon chien
lc tham nhap th trng v chien lc nay co TAS cao hn: 82.

Bang 3-5: Ma Tran QSPM cua cong ty IAI Nhom chien lc W- O
Tham nhap
th trng
Chnh on
e phat
trien
Ket hp
chieu ngang
Phan
loai
AS TAS AS TAS AS TAS
1.Ra quyet nh cham 2 3 6 2 4 2 4
2. Chnh sach lng thng cha
khuyen khch
1 2 2 2 2 1 1
3. Kha nang nhan bao hiem cha
cao
2 4 8 3 6 2 4
4.Hoat ong marketing 2 4 8 2 4 3 6
5.He thong thong tin con yeu 2 2 4 3 6 2 4
6. C cau to chc cha hp ly 2 2 4 3 6 2 4

1.au t nc ngoai tang cao 4 4 16 3 12 2 8
2.Tong au t trong nc tang
manh, cac khu che xuat, khu cong
nghiep ngay cang c m rong

2 3 6 2 4 2 4
Trang 59

3.D n tn dung cua Ngan Hang
Cong Thng nhanh cao va on
nh
4 4 16 2 8 1 4
4.Tiem nang th trng bao hiem
Viet Nam cha c khai thac het
3 4 12 4 12 3 9
5.Bao hiem chay bat buoc ang
c xem xet thong qua
3 4 12 2 6 1 3
6.Khung phap ly ang c hoan
thien dan
2 3 6 2 4 2 4
7.Ket thuc bao ho oi vi doanh
nghiep trong nc
3 3 9 2 6 3 9
Tong cong 109 80 64

Trong cac chien lc tham nhap th trng bang cach tang cng cong tac
marketing, chnh on e phat trien, ket hp theo chieu ngang, chung ta chon
chien lc chc nang tang cng cong tac marketing va chnh on e phat trien
v co TAS cao la 109 va 80.

Bang 3-6: Ma Tran QSPM cua cong ty IAI Nhom chien lc W-T
Chnh on e
phat trien
Ket hp
chieu ngang
Phan
loai
AS TAS AS TAS
1.Ra quyet nh cham 2 2 4 2 4
2. Chnh sach lng thng cha
khuyen khch
1 3 3 1 1
3. Kha nang nhan bao hiem cha cao 2 2 4 1 2
4.Hoat ong marketing 2 1 2 2 4
5.He thong thong tin con yeu 2 2 4 2 4
Trang 60


1.Th trng lao ong thieu hut 1 2 2 3 3
2.Y thc tham gia bao hiem cua
doanh nghiep Viet Nam cha cao
2 2 4 2 4
3. Th trng canh tranh gay gat 3 3 9 2 6
4. Thien tai ngay cang tang 2 2 4 3 6
Tong cong 36 34

Trong cac chien lc chnh on e phat trien, ket hp theo chieu ngang
chung ta chon chien lc chnh on e phat trien v co TAS cao hn la 36.
3.2.3.2 Cac chien lc c la chon
T ket qua cua ma tran QSPM, can c vao so iem hap dan, chung ta co the rut
ra ket luan ve cac chien lc c la chon nh sau:
(1) Chien lc tham nhap th trng
(2) Chien lc phat trien th trng
(3) Chien lc chnh on e phat trien
Cac chien lc con lai khong c chon do khong co u mc o hap dan

3.3 Cac giai phap e thc hien chien lc
3.3.1 Giai phap ve c cau to chc
e thc hien c cac muc tieu e ra, cong ty nen thay oi c cau to chc va
phng thc quan tr theo hng to chc lai nh sau:
Hop Hoi ong Quan Tr: Hoi ong quan tr can thng xuyen to chc
cac cuoc hop e xay dng chien lc phat trien, cap nhat cac ke hoach kinh
doanh,
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Phan quyen cho ban Giam oc: Hoi ong quan tr can phan quyen nhieu
hn cho Ban giam oc e ban Giam oc co the chu ong thc hien cac ke hoach,
chien lc kinh doanh ..
Phong Nghiep Vu hien nay nen c cau lai thanh cac bo phan nh sau:
+ Bo phan marketing: Nen lap 2 nhom marketing chuyen trach hai phan
khuc th trng rieng biet. Do hai phan khuc th trng cua cong ty co ac iem
khac nhau: oi tng khach hang la cac doanh nghiep nc ngoai can c phuc
vu chuyen nghiep, cac san pham bao hiem phc tap ve ieu kien ieu khoan.
Do o nhan vien bo phan nay can nhng nhan vien co kinh nghiem, co kha
nang ngoai ng cao, co ky nang am phan.Vi oi tng khach hang la khach
hang cua ngan hang cong thng, cong ty cung cap dch vu thong qua ai ly la
Ngan Hang Cong Thng, nhiem vu cua nhan vien cong ty va cham soc ai ly,
va phuc vu khach hang. Cac san pham cung cap cho oi tng khach hang nay
la nhng san pham n le, chu yeu bao hiem cho cac tai san the chap tai Ngan
Hang Cong Thng. Nhan vien bo phan nay can co ky nang thu thap thong tin
ve khach hang va tnh hnh cho vay tai cac chi nhanh ngan hang, quan he va hp
tac chat che vi cac can bo tn dung chi nhanh.
- Trng phong marketing co nhiem vu e ra cac ke hoach, cac chng
trnh marketing nham thuc ay doanh so cua cac nhom marketing.
- Ngoai ra, Bo phan marketing can co nhan vien chuyen trach ve quan he
cong cong e to chc thc hien cac cong viec tuyen truyen va quan he cong
chung ( PR- Public relation)
+ Bo phan xet duyet bao hiem va boi thng: Gom 1 trng phong phu
trach va hai nhan vien, mot nhan vien xet duyet bao hiem va 1 nhan vien lam
cong tac boi thng. Bo phan xet duyet bao hiem, ngoai viec xet duyet cac rui
ro nhan bao hiem phai thc hien them cong tac nghien cu san pham mi. Cong
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tac nghien cu san pham chu yeu la nghien cu cac ieu kien, ieu khoan bao
hiem, ket hp vi bo phan marketing e a ra cac ieu kien ieu khoan phu
hp vi nhu cau cua cac nhom oi tng khach hang khac nhau.
+ Bo phan tai bao hiem: Hien nay bo phan tai bao hiem c at tai tru
s chnh va chuyen lo sap xep tai bao hiem cho tat ca cac dch vu cua toan bo
cong ty va do mot nhan vien phu trach, cac chi nhanh khong co quyen thu xep
viec nhng va nhan tai bao hiem. Tuy nhien, trong kinh doanh bao hiem phi
nhan tho, ngoai viec trc tiep canh tranh nhau, cac cong ty bao hiem con co the
hp tac nhau trong viec chia se dch vu thong qua viec nhng, nhan tai, hoac
ong bao hiem. Nhan vien marketing tai cac chi nhanh eu co the co moi quan
he tot vi cac cong ty bao hiem ban va co the nhan tai cac dch vu cong ty
khong the canh tranh lay bao hiem goc. Do o, cong ty can phan quyen e cac
chi nhanh co the thu xep nhan tai, e va co the tang doanh thu nhan tai va co
the that chat moi quan he lien ket hp tac vi cac cong ty, mat khac chi nhanh
tai cac khu vc cung co the hieu ro hn tnh hnh th trng bao hiem. Do o, bo
phan tai bao hiem nen c sap xep va co cac chuc nang nh sau, cong tac
marketing nhan tai bao hiem nen chuyen giao cho bo phan marketing.
- Xay dng c cac chng trnh tai bao hiem on nh vi cac ieu kien,
ieu khoan co li vi cac nha tai bao hiem uy tn;
- Xet duyet nhan cac rui ro nhan tai do bo phan marketing cua toan cong
ty a ve;
- Phan tch ket qua tai bao hiem hang nam;
- Quan he chat che e oi tai bao hiem;
- Thong bao tnh hnh tai chnh th trng tai bao hiem cho cac bo phan.
+ Phong hanh chnh nhan s: Chc nang chnh cua phong hanh chnh
nhan s hien nay la lam nhiem vu le tan va hanh chnh. Cong tac nhan s cha
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c thc hien nghiem tuc. Do o, bo phan nay can tuyen them 1 nhan vien co
kinh nghiem ve nhan s, chuyen trach ve nhan s trong cong ty.
3.3.2 Giai phap ve marketing
Thc hien cac giai phap ve marketing nham giup cong ty quang ba hnh
anh thng hieu cong ty en th trng muc tieu, gop phan xay dng thng hieu
IAI tai th trng bao hiem Viet Nam. Ngoai ra, cong ty can co ke hoach chu
ong ieu tra th trng nham thu thap nhng thong tin ve khach hang, ve phan
ng cua cong ty ve dch vu cua cong ty cung cap, xay dng cac chnh sach ve
ai ly ..
3.3.2.1 Giai phap ve san pham
ac iem cua san pham bao hiem la loai hnh dch vu, nen co ba cap o
san pham:
+ Cap 1: San pham theo y tng: bao gom noi dung cac ieu kien, ieu
khoan cam ket va gia ph bao hiem. ay la nhng ieu kien ieu khoan ap dung
cho cac rui ro c bao hiem. Xet yeu to san pham theo y tng, cac san
pham tren th trng gia cac nha bao hiem la khong khac nhau v tat ca eu
theo cac ieu kien ieu khoan tieu chuan t cac nha tai hoac cac hiep hoi bao
hiem tren the gii.
+ Cap 2: Thng hieu cong ty, cach in an, trnh bay tai lieu chng t,
cach tiep can khach hang va cach thanh toan ph co li cho khach hang. cap
nay, thng hieu la yeu to quan trong nhat
+ Cap 3: ay la cap quan trong nhat lam khac biet san pham va tang uy
tn thng hieu cua cong ty bao gom: o lng s thoa man cua khach hang,
cham soc khach hang, cong tac e phong han che ton that, cung cap thong tin t
van cho khach hang, thng, giam ph, chia lai neu khach hang khong co ton
that va ac biet la boi thng kp thi ung ieu kien ieu khoan.
Trang 64
Do cac ac iem cua san pham bao hiem nh vay, oi vi giai phap san
pham, cong ty can thc hien cac giai phap nh sau:
Xet goc o cap 1, san pham y tng: cong ty can phan tch bang
c cau doanh thu ph theo loai hnh bao hiem: ngoai san pham bao hiem chnh la
bao hiem tai san vi c cau doanh thu chiem cao nhat, cong ty can tap trung khai
thac cac loai hnh bao hiem cong nghiep khac nh bao hiem hang hoa xuat nhap
khau, bao hiem cong trnh xay dng, bao hiem xe c gii cho doanh nghiep
- Cong ty can tap trung vao cac loai hnh co ty le ton that thap, cha nen
a vao khai thac cac san pham thuoc nhng loai hnh vi ty le ton that cao, tan
suat thng xuyen nh bao hiem xe c gii chuyen doanh van tai, bao hiem tau
song tau ca..
- Cong ty can nghien cu a vao khai thac cac loai hnh bao hiem ang
co nhu cau cao va tnh hnh canh tranh khong qua gay gat nh bao hiem phuc li
cho nhan vien, bao hiem trach nhiem san pham, bao hiem trach nhiem nghe
nghiep
- Cong ty can nghien cu lam khac biet hoa cac san pham t san pham
tieu chuan, a ra cac ieu kien ieu khoan phu hp vi nhng phan khuc th
trng rieng biet nh san pham bao hiem tai san cho tai san the chap nh bao
hiem cho may moc, bao hiem cho nha xng theo tng gia tr
- Cong ty nen nghien cu cac san pham a pho bien th trng
Singapore va a vao khai thac th trng Viet Nam
Xet san pham cap o 2 va cap 3: tap trung vao viec chat lng
the hien cach trnh bay n bao hiem cho khach hang, cac cam nang ban hang,
quy trnh ban hang
- Nang cao chat lng san pham dch vu the hien phong cach phuc vu
khach hang cua nhan vien;
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- Xay dng van hoa cong ty the hien phong cach lam viec cua tat ca
toan bo nhan vien cua cong ty, hng ti khach hang;
- Ky ket cac hp ong dch vu dai han vi cac cong ty giam nh ton
that, giam nh rui ro .. e em en dch vu chuyen nghiep, nang cao gia tr
them vao cho san pham (value added).
3.3.2.1 Giai phap ve gia ca
- Giai phap gia linh hoat: Gia ph cua san pham bao hiem c tnh da
tren hai yeu to c ban la yeu to ky thuat va yeu to th trng. Yeu to ky thuat la
cac yeu to lien quan en rui ro, ty le ton that tren toan bo th trng va cac yeu
to lien quan en tng n v rui ro nhan bao hiem nh ket cau tai san, cach thc
quan ly tai san trong loai hnh bao hiem tai san Hien nay, trong tnh hnh th
trng canh tranh gay gat hien nay, yeu to th trng tr thanh yeu to quyet nh,
yeu to ky thuat ang b nhieu cong ty bo qua. Cong ty can s dung giai phap gia
ph linh hoat, hp ly hoa oi vi tng rui ro, tuy nhien khong tach ri khoi yeu to
ky thuat, khong canh tranh lay dch vu vi bat ky gia nao.
- Ap dung chnh sach u ai cho khach hang tham gia trong nhieu nam
lien, giam ph oi vi cac khach hang khong co ton that, ho tr chi ph e phong
han che ton that
3.3.2.3 Giai phap ve kenh phan phoi
Kenh phan phoi qua ngan hang (ai ly):
- Tiep tuc m rong mang li ai ly en toan bo cac chi nhanh trong he
thong Ngan Hang Cong Thng;
- Tiep tuc m rong quan he ai ly en cac ngan hang nc ngoai en t
cac nc trong khu vc nh Singapore, Malaysia;
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- Can xay dng c che cham soc ai ly cu the ong thi vi viec xay
dng c che quan ly ai ly chat che theo hng chuyen nghiep, ai ly oc quyen
theo ung luat kinh doanh bao hiem;
- Cong ty can chu y cong tac ao tao ai ly e tao ra cac ai ly chuyen
nghiep, vi hoat ong ai ly thc s la mot dch vu kinh doanh.
Kenh phan phoi qua moi gii:
- Tiep tuc that chat moi quan he vi cac moi gii, tao quan he vi cac
moi gii trong nc;
- Khong thu ong nhan dch vu t moi gii ma can co chien lc tiep
can cac khach hang co quan he vi moi gii va tr lai yeu cau moi gii chia se
dch vu.
3.3.2.4 Giai phap ve chieu th
- Tham gia cac hoi ch ve tai chnh e khang nh s co mat cua cong
ty tren th trng tai chnh Viet Nam;
- ay manh cong tac quang cao tuyen truyen thong qua he thong Ngan
Hang Cong Thng e tham nhap sau hn vao phan khuc th trng khach hang
cua ngan hang nh lap at cac bang hieu tai cac chi nhanh ngan hang; tham gia
cac hoi ngh khach hang cua ngan hang; to chc cac buoi gii thieu cong ty, gii
thieu san pham en khach hang cua ngan hang; tham gia cac bai viet ve hoat
ong cua cong ty tren tap ch xuat ban hang thang cua Ngan Hang Cong
Thng
- Tch cc tham gia hiep hoi cac doanh nghiep nc ngoai tai Viet Nam
nh SBG ( hiep hoi cac doanh nghiep Singapore), MBC ( Cong ong doanh
nghiep Malaysia), TBA ( hiep hoi doanh nghiep Thai )
- Cong tac quang cao tren cac bao can thc hien thanh tng t, co
muc ch va ke hoach ngay t au nam, quang cao eu tren cac bao kinh te
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trong ca nc nh Kinh Te Sai Gon, au T, VnNews, VIR. Khong quang cao
rieng re se khong em lai hieu qua cao. Tch cc quang cao tai cac bao thong tin
noi bo cua cac hiep hoi ma cong ty tham gia
- Tang cng cong tac tuyen truyen bang cach thng xuyen a thong
tin ve cong ty tren cac bao va phng tien truyen thong, lanh ao cong ty thng
xuyen tham gia cac buoi tro chuyen hoac tiep xuc phong van ve cac van e lien
quan en bao hiem tren cac bao ai e a ten thng hieu cong ty en vi
cong ong cac doanh nghiep
- Can the hien ay u cac thong tin va cap nhat thong tin ve cong ty
tren website cua Ngan Hang Cong thng va cong ty Bao Hiem Chau A , tien
ti xay dng website rieng cho cong ty
3.3.3. Giai phap ve nhan s
e thc hien c cac chien lc e ra cua cong ty, van e nhan s la cc
ky quan trong. Muon thc thi chien luc, oi hoi phai co quan ly gioi, nhan vien
co kinh nghiem, tnh hnh nhan s on nh, s thay oi nhan s khong ang ke.
Muon nh vay, cong ty can thc hien nhng giai phap sau:
- Co chnh sach ao tao vi nhng quy nh cam ket cu the ro rang va
hp ly tren c s hai ben, cong ty va nhan vien eu co li va cam thay thoai mai
vi chnh sach ao tao, tranh hien tng kien tung, tranh chap khi thoi viec va
boi thng chi ph ao tao;
- ieu chnh c cau lng hp ly gia trnh o, nang lc, ket qua hoan
thanh cong viec va tham nien, hp ly gia nhan vien cu va nhan vien mi;
- Cach thc anh gia hieu qua cua nhan vien can cong khai, viec anh
gia can thc hien qua nhieu cap e am bao s cong bang khach quan;
- Xay dng che o thng hp ly va khoa hoc e thuc ay nhan vien,
ac biet la nhan vien bo phan marketing;
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- Co nhieu hnh thc khen thng gan vi ket qua hoat ong kinh doanh,
khuyen khch nhan vien tch cc lam viec;
- Chu y en yeu to tam ly trong cong tac nhan s va oi nhan vi nhan
vien;
- Xay dng moi trng lam viec than thien e nang cao hieu qua cong
viec va xay dng long trung thanh cua nhan vien vi cong ty;
- Can xay dng c che e bat cu the e kch thch hieu qua lam viec
cua nhan vien cung nh gi chan nhan vien cu;
- Cong ty can quan tam en cuoc song ca nhan cua nhan vien e nhan
vien gan bo vi cong ty.
3.3.4 Giai phap nghien cu phat trien
Cong ty can chu trong en van e nghien cu va phat trien, cong tac
nghien cu va phat trien ong vai tro quan trong khong the thieu c trong viec
thc hien chien lc. Cong ty hien cha to chc c phong R & D rieng biet,
cong tac R & D trong cong ty nen c to chc theo hng nh sau:
- Phong xet duyet bao hiem nghien cu phat trien san pham bang cach
thiet ke cac ieu kien ieu khoan t san pham tieu chuan e phu hp vi phan
khuc th trng cong ty khai thac;
- Phong xet duyet bao hiem ket hp vi phong marketing nghien cu
cac san pham bao hiem hien co tai Cong ty bao hiem Chau A e a vao th
trng phuc vu th trng Viet Nam;
- Phong marketing nghien cu thiet ke cac san pham cap o 2 nh cac
ba catalogue, cac mau t ri quang cao san pham, cac ba mau n bao hiem ;
- Bo phan xet duyet bao hiem va boi thng can nghien cu cai tien
cong tac boi thng, quy trnh boi thng, nghien cu anh gia e a ra quy
trnh bien phap e phong han che ton that cho khach hang.
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3.3.5 Giai phap ve tai chnh
Tai chnh cung la van e khong kem phan quan trong e co the thc hien
thanh cong cac chien lc kinh doanh. Cong ty can xem xet cac van e sau:
- Ty le cac khoan phai thu t kinh doanh bao hiem goc cua IAI kha cao,
Do o cong ty can theo doi chat che va thuc ay viec thu ph bao hiem, can co
s ket hp chat che gia bo phan ke toan va bo phan marketing e ay nhanh
thi gian thu ph, han che toi a tnh trang khach hang mua bao hiem va tr hoan
tra ph, giam so lng hp ong phai huy do khach hang khong tra ph;
- Can theo doi chat che viec thu lai tien boi thng t cac nha tai kp
thi va nhanh chong, am bao nguon tien cua cong ty khi co ton that;
- Nghien cu cac nghiep vu co ty le boi thng cao hn 100%, xem xet
loai bo hoac gi lai va co bien phap thch hp vi cac loai hnh dch vu nay ;
- Can tnh toan c cau au t von hieu qua nhng van am bao an toan
tai chnh cho cong ty;
- Can la chon cac nha tai co tiem lc tai chnh, dt khoat khong chon
nhng nha tai vi xep hang di mc BB, khong am bao ve mat tai chnh khi
co ton that ln.
3.3.6 Giai phap ve he thong thong tin
Cong ty can quan tam to chc mot bo phan thong tin manh va mot c che
thch hp e tao ieu kien cho cac dong chay thong tin trong noi bo doanh
nghiep va gia doanh nghiep vi th trng c toi u. Tat ca tiem nang cua
oi ngu nhan s, tay nghe chuyen mon va thai o lam viec tch cc ch c
phat huy bi mot he thong khuyen khch viec trao oi thong tin gia cac thanh
vien cua cong ty. Neu xay dng c mot he thong thong tin manh, cong ty co
the tao c li the canh tranh manh va ben vng.
Trang 70
Do o, cong ty can co cac giai phap ve he thong thong tin e co the thc
hien thanh cong chien lc. Cac giai phap the hien nh sau:
- Can au t mua phan mem quan ly nghiep vu e co the phuc vu
cong tac quan ly rui ro va quan ly khach hang;
- Can nghien cu xay dng website rieng cho cong ty e cong viec
cong bo thong tin ra ngoai uc thc hien chuyen nghiep va nang thng hieu
cong ty len mot tam cao mi;
- Nhan vien phu trach he thong thong tin can u tien cho nhng ngi
co chuyen mon ong thi ve cong nghe thong tin, quan ly mang va kinh doanh;
- Can to chc cong tac thu thap thong tin t th trng, thong tin ve
khach hang va thong tin ve cac d an au t. Can co nhan vien chuyen trach
thc hien cong tac thu thap va x ly s bo trc khi pho bien lai cho toan bo
cong ty.

3.4 Kien ngh
3.4.1 Ve pha nha nc
- Chnh phu can tiep tuc chu trng m ca nen kinh te, ac biet th
trng tai chnh tao ieu kien e cac cong ty bao hiem nc ngoai c hoat
ong bnh ang tren th trng, cham dt tnh trang bao ho cac doanh nghiep
trong nc;
- Can sm a ra va hoan thien khung phap ly am bao cho hoat ong
cua th trng c minh bach;
- Can tang cng cong tac kiem tra kiem soat va x ly nghiem nhng
cong ty vi pham phap luat e am bao tnh cong bang oi vi cac cong ty hoat
ong nghiem tuc, mat khac am bao tnh nghiem tuc cua phap luat.

Trang 71

3.4.2 Ve pha nganh
- Hiep hoi bao hiem Viet Nam can nang cao vai tro cua mnh trong hoat
ong cua th trng;
- Xay dng mot trung tam ao tao phuc vu cong tac ao tao cho toan bo
nganh nham cung cap nguon nhan lc, tiet kiem chi ph ao tao cho doanh
nghiep;
- Hiep hoi can kp thi a ra nhng khuyen cao oi vi doanh nghiep
nhng trng hp vi pham, nhng trng hp ton that ien hnh e cac doanh
nghiep kp thi hoc hoi va co nhng bien phap kiem soat rui ro tot hn;
- Hiep hoi cung cac doanh nghiep nen to chc cac buoi hoi thao hoac
tuyen truyen cac kien thc ve bao hiem tren cac phng tien thong tin nham
nang cao y thc cua doanh nghiep trong viec s dung dch vu bao hiem cung nh
quan ly rui ro.
3.4.3 Ve pha doanh nghiep
- Doanh nghiep can xac nh ro vai tro cua nguon nhan lc trong viec
thc thi chien lc;
- Can a ra nhng muc tieu ngan han phu hp vi thc te cung nh
muc tieu dai han doanh nghiep a xac nh, tranh trng hp a ra muc tieu
qua cao khong sat vi tnh hnh thc te va giao ch tieu qua cao cho nhan vien,
khien nhan vien khong co co gang hoan thanh e c khen thng v tnh kha
thi khong cao;
- Thng xuyen theo doi chien lc, cac dien bien bat thng cua thc
te e ieu chnh cho phu hp.

Trang 72
KET LUAN
Hoat ong trong mot moi trng nang ong va th trng canh tranh gay
gat nh th trng bao hiem Viet Nam hien nay, vi nhng cong ty ln va hoat
ong lau nam tren th trng, chiem hau het th phan, cong ty mi ra i nh
cong ty bao hiem IAI can hoach nh cho mnh chien lc kinh doanh cu the va
ro rang.
Tren c s khai quat hoa cac c s ly luan cua quan tr chien lc va s
dung cac phng phap nghien cu phan tch thc tien, tac gia a xay dng chien
lc phat trien cho cong ty en nam 2010 cung cac giai phap thc hien. Theo o,
cong ty nen tap trung vao cac chien lc sau:
- Chien lc tham nhap th trng: Quan trong va u tien tham nhap
sau vao phan khuc th trng muc tieu cua cong ty, o la oi tng khach hang
la cac cong ty co von au t nc ngoai t khu vc va khach hang vay von cua
ngan hang cong thng qua mang li phan phoi qua ngan hang
- Chien lc phat trien th trng: Ben canh th trng muc tieu ban
au, vi cac iem manh cua cong ty, cong ty can m rong en phan khuc cac
doanh nghiep va va nho cua Viet Nam e on au c cac c hoi cua th
trng em lai .
- Chien lc chnh on e phat trien: e phat trien vng chac va thanh
cong tai th trng Viet Nam, cong ty can chnh on, cai tien cac iem yeu cua
cong ty.
Vi viec e ra he thong cac chien lc kinh doanh phu hp, tac gia hy
vong a ong gop c y tng co ch cho s phat trien cua cong ty IAI noi
rieng va nganh bao hiem phi nhan tho noi chung. Tac gia tin rang, cac giai phap
tren neu ap dung mot cach ong bo, hieu qua th cong ty IAI se thanh cong trong
viec kinh doanh va phat trien tai th trng Viet Nam.
Trang 73

PHAN PHU LUC
PHU LUC 1: MO HNH MA TRAN SWOT

Ma Tran SWOT

O: Liet ke nhng c hoi chu
yeu
T: Liet ke nhng e doa
chu yeu
S: Liet ke nhng iem
manh chu yeu
S-O: Cac chien lc ket hp
iem manh e tan dung c
hoi:
1.
2.
3.
S-T: Cac chien lc ket
hp iem manh e han
che va ne tranh e doa:
1.
2.
3.
W: liet ke nhng iem yeu
chu yeu
W-O: Cac chien lc ket hp
e khac phuc iem yeu e
tan dung c hoi:
1.
2.
3.
W-T: cac chien lc ket
hp khac phuc iem
yeu e giam bout e
doa:
1.
2.
3.

Trang 74
PHU LUC 2: S O TO CHC CONG TY IAI

HOI ONG QUAN TR
TONG GIAM OC
PHO TONG GIAM OC

PHO TONG GIAM OC

PHONG NGHIEP VU PHONG KE TOAN
PHONG HANH CHNH
NHAN S
Trang 75
PHU LUC 3- DANH SACH CAC DOANH NGHIEP BAO HIEM PHI NHAN
THO TREN TH TRNG ( Tnh en 12/2005)

TT Ten Doanh Nghiep
Nam
thanh
lap
Hnh thc Von ieu le
1 Bao Viet Viet Nam 1964 Nha Nc 900 ty VND
2 Cong ty bao hiem dau kh (PVI) 1996 Nha Nc 100 ty VND
3 Tong cong ty co phan Bao Minh
( Bao Minh)
1994 Co phan 1.100 ty VND
4 Cong ty co phan bao hiem Petrolimex 1995 Co phan 70 ty VND
5 Cong ty co phan bao hiem Nha Rong
(Bao Long)
1995 Co phan 70 ty VND
6 Cong ty co phan bu ien (PTI) 1998 Co phan 70 ty VND
7 Cong ty co phan bao hiem Vien ong 2003 Co phan 200 ty VND
8 Cong ty co phan bao hiem AAA 2005 Co phan 80 ty VND
9 Cong ty lien doanh bao hiem quoc te
Viet Nam (VIA)
1996 Lien doanh 6,2 trieu USD
10 Cong ty lien doanh bao hiem lien hiep
(UIC)
1997 Lien doanh 6 trieu USD
11 Cong ty TNHH bao hiem Allianz 1999 100% von
nc ngoai
6,295 trieu USD
12 Cong ty lien doanh bao hiem Viet
Uc (BIDV-QBE)
13 Cong ty bao hiem tong hp Groupama
Viet Nam
2001 100% von
nc ngoai
6,2 trieu USD
14 Cong ty lien doanh TNHH Samsung-
Vina
15 Cong ty TNHH bao hiem Chau A-
Ngan Hang Cong Thng (IAI)
16 Cong ty TNHH bao hiem phi nhan tho
AIG(Viet Nam)
2005 100% von
nc ngoai
10 trieu USD

Trang 76
PVI
11.58%
BAO MINH
22.19%
BA O VIE T
40.47%
PJICO
12.59%
ALLIANZ
1.70%
VASS
0.63%
UIC
2.12%
BIDV-QBE
0.46%
SAMSUNG-VINA
0.34%
IAI
0.18%
VIA
1.43%
PTI
4.36%
BAO LONG
1.95%
BAO VIET PVI BA O MINH
PJICO BA O LONG PTI
VASS AAA VIA
UIC ALLIANZ BIDV-QBE
GROUPAMA SAMSUNG-VINA IAI
PHU LUC 4 TH PHAN CAC CONG TY BAO HIEM
Trang 77
PVI
12.49%
BAO MINH
21.76%
ALLIANZ
0.70%
BIDV-QBE
0.45%
VASS
1.72%
AAA
0.07%
VIA
1.39%
BAO LONG
1.92%
PJICO
13.37%
PTI
4.66%
BA O VIE T
38.63%
IAI
0.33%
SAMSUNG-VINA
0.47%
GROUPAMA
0.02%
UIC
2.02%
BA O VIE T PVI BA O MINH PJICO
BA O LONG PTI VASS AAA
VIA UIC ALLIANZ BIDV-QBE
GROUPAMA SAMSUNG-VINA IAI

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