QUN TR CHUI CUNG NG NHM 09

MC LC

1PHN I. C S L THUYT.

1I.Khi nim, vai tr ca qun tr chui cung ng.

11.Khi nim.

12.Vai tr ca qun tr chui cung ng.

1II.Cc thnh vin trong chui cung ng.

11.Nh cung cp vt liu.

12.Nh sn xut.

13.Nh phn phi.

24.Nh bn l.

25.Nh cung cp dch v.

26.Tiu dng.

3PHN II. THNH CNG TRONG CHUI CUNG NG CA APPLE

3I.Gii thiu v cng ty.

31.Lch s hnh thnh.

32.Qu trnh pht trin.

4II.M hnh chui cung ng ca Apple.

41.Nh cung cp vt liu.

62.Nh sn xut ca APLLE

63.Nh phn phi ca APPLE.

74.Nh bn l.

75.Nh cung cp dch v.

86.Tiu dng.

9III.Thnh cng ca Iphone.

91.Nhng thnh cng ca Iphone

112.Phn tch cc yu t thnh cng

112.1.Nh cung cp nguyn vt liu, nh sn xut

122.2.V dch v

133.Nhn xt.

PHN I. C S L THUYT.I. Khi nim, vai tr ca qun tr chui cung ng.

1. Khi nim.

Qun tr chui cung ng ( Supply Chain Management) l tp hp cc phng thc bao gm thit k, lp k hoch, trin khai mt cch c hiu qu cc thnh vin trong chui: nh cung cp, nh sn xut, kho bi, ca hng hng ha phn phi ng thi im, thi gian, cht lng, s lng vi mc ch gim chi ph trong ton b h thng trong khi vn m bo yu cu v dch v khch hng v ti a ha gi tr cho cc thnh vin.

2. Vai tr ca qun tr chui cung ng.

Gii quyt c u vo v u ra.

Ti u ha qu trnh lun chuyn.

Tit kim chi ph.II. Cc thnh vin trong chui cung ng.1. Nh cung cp vt liu.

Cng ty khai khong, ha cht, thp, nng tri,

Vt liu th, vt liu trung gian v ph tng.

2. Nh sn xut.

Nh sn xut l cc t chc sn xut ra sn phm. Nh sn xut bao gm nhng cng ty sn xut nguyn vt liu v cng ty sn xut thnh phm. Cc nh sn xut nguyn vt liu nh khai thc khong sn, khoan tm du kh, ca g, v cng bao gm nhng t chc trng trt, chn nui hay nh bt thy hi sn. Cc nh sn xut thnh phm s dng nguyn vt liu v cc b phn lp rp c sn xut ra t cc cng ty khc.

3. Nh phn phi.

Nh phn phi l nhng cng ty tn tr hng vi s lng ln t nh sn xut v phn phi sn phm n khch hng. Nh phn phi cng c xem l nh bn s. Nh phn phi bn sn phm cho nhng nh kinh doanh khc vi s lng ln hn so vi khch hng mua l. Do s bin ng nhu cu v sn phm, nh phn phi tn tr hng ha, thc hin bn hng v phc v khch hng.

Mt nh phn phi in hnh l mt t chc s hu nhiu sn phm tn kho mua t nh sn xut v bn li cho ngi tiu dng. Ngoi khuyn mi sn phm v bang hng, c nhng chc nng khc m nh phn phi phi thc hin l qun l tn kho, vn hnh ca hng, vn chuyn sn phm cng nh chm sc khch hng.

Nh phn phi cng l mt t chc ch i din bn hng gia nh sn xut v khch hng, khng bao gi s hu sn phm . Loi nh phn phi ny thc hin chc nng chnh yu l khuyn mi v bn sn phm.

Vi c hai trng hp ny, nh phn phi l i l nm bt lien tc nhu cu ca khch hng, lm cho khch hng mua sn phm t cc cng ty sn xut.

4. Nh bn l.

Nh bn l tn tr sn phm v bn cho khch hng vi s lng nh hn. Nh bn l trong khi bn hng cng nm bt kin v nhu cu ca khch hng rt chi tit. Do n lc chnh l thu ht khch hng i vi nhng sn phm mnh bn, nh bn l thng qung co v s dng mt s k thut kt hp v gi c, s la chn v s tin dng ca sn phm.

5. Nh cung cp dch v.

l nhng t chc cung cp dch v cho nh sn xut, nh phn phi, nh bn l v khch hng. Nh cung cp dch v c nhng chuyn mn v k nng c bit mt hot ng ring bit trong chui cung ng. Chnh v th, h c th thc hin nhng dch v ny hiu qu hn v vi mc gi tt hn so vi chnh cc nh sn xut, nh phn phi, nh bn l hay ngi tiu dng lm iu ny.

Trong bt k chui cung ng no, nh cung cp ph bin nht l cung cp dch v vn ti v dch v nh kho. y l cc cng ty xe ti v cng ty kho hng v thng c bit n l nh cung cp hu cn.

6. Tiu dng.

Khch hng hay ngi tiu dng l bt k c nhn, t chc m mua v s dng sn phm. Khch hng l t chc c th mua mt sn phm kt hp vi sn phm khc ri bn chng cho khch hng khc l ngi s dng sn phm sau/mua sn phm v tiu dng. L thnh t tin quyt ca chui cung ng.PHN II. THNH CNG TRONG CHUI CUNG NG CA APPLEI. Gii thiu v cng ty.

1. Lch s hnh thnh.

Apple Inc l tp on cng ngh my tnh ca M c tr s chnh t ti thung lng my tnh ( Silicon Valley) Cupertino, bang California.

Apple c thnh lp ngy 1 thng 4 nm 1976 di tn Apple Computer, Inc, v i tn vo u nm 2007. Vi lng sn phm bn ra ton cu hng nm l 13,9 t la M ( 2005), v c 14.800 nhn vin nhiu quc gia, sn phm l my tnh c nhn, phn mm, phn cng, thit b nghe nhc v nhiu thit b a phng tin khch. Sn phm ni ting nht l Apple Macintosh, iPod nghe nhc, chng trnh nghe nhc iTunes, iPhone, ni bn hng v dch v ch yu l M, Canada, Nht Bn v Anh.

2. Qu trnh pht trin.

Nm 1976, ti mt G oto nh Paul Jobs 21 tui vi bit danh k tham vng v Wozniak 26 tui thng gi l Th hn xy dng nn nim u tin v kiu dng cho mt chic my tnh c nhn v hnh thnh ln cng ty Apple. Ban u h m mt ca hng c tn Byte Shop bn nhng ph tng my tnh c nhn v khch hng u tin bit n nhng chic my vi cc linh kin mainboard c hn bng tay.

Thng 5/1976 sn phm Apple I ra i c Byte Shop bn vi gi 666,66 USD. Ci tn Qu to l tng ca Jobs, vn l sinh vin i hc Oregon hay lm thm bng ngh thu hoch to cho mt s trang tri. Thng 4/1977 Apple II ra i vi bn phm, mn hnh hin th mu. y l chic my tnh u tin c bn cho ngi tiu dng ph thng ch khng phi cho nhng ai am hiu my tnh hay cc tp on.

Nm 1984, Apple to ra mt nh hng quan trng khc n s pht trin ngnh cng ngh thng tin khi cho ra mt Macintosh my tnh c nhn u tin c iu khin bng chut v h iu hnh ha. y l mt pht minh quan trng v vo thi im window vn cha ra i.Apple l mt trong nhng nh sang lp quan trng v ni bt trong lnh vc IT. Ngoi nhng sn phm truynthng nh my nh Macintosh, Apple cn cho ra mt my nghe nhc k thut s iPod v cc dch v lien quan rt thnh cng thng qua iTunes. c bit s ra i ca nhng chic in thoi iPhone u tin vo nm 2007 a Apple nn mt tm cao mi v s thnh cng vt tri.II. M hnh chui cung ng ca Apple.

(M t cc thnh vin trong chui v vai tr ca h trong chui)1. Nh cung cp vt liu.

Cc b phn khc nhau ca cc sn phm ca apple n t 150 quc gia t nhiu khu vc khc nhau trn th gii. Phn ln ng-ten, knh, kim loi, b cm bin v silicon c sn xut ngoi M.

Apple tm kim cc b phn v sn xut ra cc sn phm, hu ht nc ngoi, l mt cch thc chun trong ngnh cng ngh. Cc cng ty in t cho bit cc nh my sn xut chu c th p ng v linh hot hn nhng cng ty bt c u khc trn th gii.

Cc nh cung cp vt liu chnh cho apple nh:

TPK Holdings.TPK Holdings l nh phn phi tm cm ng ln nht th gii tnh v s lng, vi 30 i tc ti M, Nht v Hn Quc. Cng ty i Loan ny cng l nh phn phi tm cm ng ln nht cho sn phm iPad v iPhone ca Apple.

Trong qu 2/2011, trn 70% trong s doanh thu 1,12 t USD ca TPK l n t Apple. Doanh thu khng l ca cc sn phm ca Apple gip TPK thu c mc li nhun k lc trong qu va ri.

Gii phn tch c nh gi ht sc kh quan v c phiu ca TPK.

Intel

Quan h gia Intel v Apple bt u t nm 2005, khi Jobs tuyn b chuyn i sang s dng b x l ca Intel trong my tnh Macintosh thay v ca IBM nh trc . Th h my tnh Mac u tin dng b x l ca Intel ra i nm 2006.

Mt s bo co cho rng Apple c th mt ln na chuyn sang s dng chip x l trong di ng ca Intel trong cc sn phm ca mnh nh iPhone v iPad.

Intel cng phi n lc rt nhiu nhm chim th phn trong mng chip khng dy t trc n nay do Qualcomm thng tr. Nm ngoi, Intel mua b phn khng dy ca hng sn xut chip Infineon Technologies (c) vi gi 1,4 t USD. Cc khch hng s dng sn phm khng dy ca Infineon gm c Apple, Samsung v Nokia.

Samsung Electronics

Samsung hin l nh sn xut chip nh ln nht th gii. Hng cng ngh khng l ca Hn Quc ny hin cung cp chip v a flash cho Apple. Mi quan h hp tc ca Samsung v Apple mi c t vi nm tr li y, Samsung va l nh cung cp va l i th ca Apple trong mng in thoi thng minh v my tnh bng.

Nm ngoi, hai cng ty ny c nhiu tranh chp khi Apple buc ti Samsung nhi phn mm v kiu dng ca iPhone. p li, Samsung cng kin Apple ti vi phm bn quyn. Trong phin giao dch hm th 5, c phiu ca Samsung tng gi sau phn quyt ca ta n H Lan v thng tin Steve Jobs t chc.

Mc d c nhng tranh chp, nhng 2 cng ty ny vn duy tr mi quan h hp tc trong sn xut v phn phi. Nhiu bo co cho bit mi quan h hp tc ny ng gi trn 5 t USD.

Toshiba

Toshiba chuyn cung cp tm LCD cho sn phm iPhone 3GS, cng flash cho iPhone 4 v c cho l cung cp mn hnh hin th Retina ca iPhone 4.

Hi thng 12/2010, Toshiba cng b k hoch chi 1,2 t USD xy dng nh my ti qun Ishikawa ca Nht sn xut tm LCD phn gii cao, ch yu cung cp cho iPhone ca Apple. Theo Nikkei Business Daily, Apple cng c vn trong v u t xy dng nh my ny.

Wintek

Wintek l hng sn xut linh kin in t c tr s ti i Loan v hot ng ti Trung Quc v n . Cng ty ny chuyn cung cp mn hnh cm ng cho iPhone ca Apple.

Cuc chin gi c ang t nhiu gnh nng ln Winteck. Theo mt bo co ca Digitimes hi tun trc, Winteck nhn c nhng n t hng mn hnh cm ng t Apple vi mc gi gim gn 50% so vi l hng trc, thm ch s lng t hng cho qu 3 cng tng ng k. Gii phn tch d on Apple c th ang chun b cho vic gim gi trc khi cho ra mt sn phm mi iPhone 5.

2. Nh sn xut ca APLLE

Foxconn

Tp on cng ngh Foxconn l hng sn xut hng in t ln nht th gii vi tn giao dch l Hon Hai Precision Industry nh xut khu ln nht ti Trung Quc i lc.

Cng ngh khng l ca Trung Quc ny lp rp cc sn phm ca Apple nh iPad, iPhone, iPod v my tnh Mac ti cc nh my sn xut trn khp Trung Quc v i Loan.

3. Nh phn phi ca APPLE.AT&T

AT&T l mt trong nhng i tc kinh doanh thn thit nht vi Apple v l hng phn phi iPhone duy nht ti M t nm 2007 n 2011. i vi AT&T;, iPhone em li li nhun ln. Ch trong 3 thng u nm 2011, 3,6 triu chic iPhone c bn ra v s dng dch v AT&T;, chim 23% tng s kch hot mi ca AT&T.; Ch tnh ring na u nm 2011, AT&T; thu c 7,2 triu lt kch hot trn iPhone.

Verizon Communications

Nm 2007, Verizon ban u tut mt nhng khon li nhun khng l khi Apple hp tc vi AT&T; trong mng iPhone.

Nhng n thng 2/2011, hng phn phi vin thng ln nht nc M ln u tin cho ra mt sn phm iPhone dng mng Verizon. Verizon v Apple tin hnh tho lun t nm 2008 v dnh mt nm th nghim sn phm iPhone trn mng CDMA ca Verizon.

Trong tun ra mt u tin, khong mt triu chic iPhone s dng dch v ca Verizon c bn ra, vi 60% doanh thu l t cc n hng t trc. Trong 6 thng u nm 2011, tng cng c 4,5 triu chic iPhone dng mng ca Verizon c bn ra.

4. Nh bn l.Apple c 326 ca hng bn cc sn phm MacBook, iPod, iPad, iPhone:Trong nm 2010, s lt khch t chn ti 326 gian hng bn l ca Apple mi qu vt con s 60 triu lt khch, doanh thu bn l khng tnh bn trc tuyn ca Apple tng 70% ln 11,7 t USD, chim 15% trong tng doanh thu 76,3 t USD ca hng, vt xa mc tng trng 4,5% ca lnh vc bn l ni chung.

Vi ni tht thng thong v nh sng bt mt, cc gian hng ca Apple mang li khng kh thoi mi v t do. Nhng Apple lun theo di nht c nht ng ca khch hng v nhn vin. Cc nhn vin c lnh khng bn tn vi khch v cc tin n sn phm, cc k thut vin khng c hp tp tha nhn nhng li sn phm, v bt k ai tit l v cng ty trn Internet s b sa thi ngay lp tc. Cc nhn vin bn l ca Apple c tr t 9-15 USD mi gi, v tng ln 30 USD/gi nu l gim st..

Apple hin ang tm kim cc khch hng doanh nghip ti ca hng. Cng ty xy dng mt khu thit k ring Briefing Rooms mt s ca hng, v u nm nay, ra dch v Joint Venture cung cp mt chng trnh ring cho cc khch hng doanh nghip. Cc lnh o bn l ca Apple gi l nhng vin gch u tin cho thp k bn l mi.

5. Nh cung cp dch v.

Tr thnh nh cung cp cho Apple v cng hp dn bi n hng ln, khng phi ai cng mun tr thnh nh cung cp cho Apple v cng y th thch v nhiu rng buc. Khi Apple yu cu bo gi cho cc thnh phn nh mn hnh cm ng, cng ty yu cu bn tnh ton chi tit ti sao t mc gi ny, bao gm c c tnh chi ph nguyn vt liu v nhn cng, v li nhun d nh.

Vn chuyn: Apple chi rt mnh bo cho chi ph vn chuyn, khi cn thit Apple sn sng vn chuyn bng ng hng khng cho cc sn phm ca mnh, Theo John Martin, chuyn gialogisticstng lm vic vi Jobs khi sp xp cc chuyn bay, m bo nhng chic iMac xanh c xut hin rng ri ng dp Ging sinh 2010, Jobs chi 50 triu USD mua mi ch cha hng ha bng ng hng khng. ng thi ny khin cc i th khc nh Compaq iu ng khi chm chn trong ng k vn ti bay. Thit k:Quyt nh tp trung vo t dng sn phm v ty bin t thay i l li th rt ln ca Apple.H c rt t sn phm, ch tp trung vo cc sn phm MacBook, iPod, iPad, iPhone. Theo Matthew Davis, chuyn gia chui cung ng ti Hng nghin cu Gartner ngi xp Apple l chui cung ng tt nht th gii trong 4 nm qua, Apple s hu chin lc rt thng nht, v mi phn trong kinh doanh u xoay quanh chin lc ny. T vn : Apple t ra quy nh v cc bc phc v khch hng bao gm: Li gn khch hng vi thi cho n thn tnh, Hi han lch s hiu cc nhu cu ca khch, a ra mt gii php khch hng c th p dng ti nh ngay trong ngy, Lng nghe v gii quyt bt k vn hay lo ngi no ca khch hng, v Kt thc bng li cho tm bit thn tnh v li mi quay tr li. Trong nguyn gc ting Anh, cc ch ci bt u cc nguyn tc ny ghp li thnh t APPLE.

Qun l kho hng: quan ly kho hang cua Apple la v cung tt, Apple ko trc tip sn xut hng ha m thu cac nha may Foxconn san xut thit bi Trung Quc ch tao nhng thit bi cua minh.Apple ch vic phn phi cc sn phm ca mnh. T o qua tao co th phn phi san phm cua minh ti tay khach hang nhanh hn.

Cc nh cung cp thit b ng vai tr sng cn vi Apple, Apple phi nh n hn 156 nh cung cp dch v, tuy vy vi s la chn khn kho ca mnh Apple tm c nhng nh cung cp tt nht c gi thnh r.6. Tiu dng.

Nhn tng qut li,khch hng ca Apple ch yu l c nhn, ai dng hng apple u thuc tng lp kh gi. Tng lp kh gi ngy nay u l nhng ngi nhiu tin bn rn, t c thi gian hoc ngi vc vch cng ngh, thch s thun tin, thi trang, thng hay giao lu cng vic khoe kh nng ti chnh. Tng lp ny ch chim tm 20-30% dn s ton cu, nhng h li s hu ti sn chim ti 70-80% tng ti sn ca cng dn ton cu. y qu l tp khch hng tim nng v sn sng chi tr c s hu nhng sn phm cng ngh nh cao nht, thi thng nht, nhng i tng ny h t khi n o khi xung tin mua sn phm ca Apple.Apple p dng chin lc ht vng sa cho cc sn phm mi ra ca mnh. Khi tung ra 1 sn phm no th gi ca sn phm rt cao, mt thi gian sau th gim gi mnh thu ht ngi tiu dng. C th:

iPhone 4 16GB 13/06/2010: 28.500.000

13/6/2011: 15.000.000

20/4/2012: 11.000.000Ra mt Vit nam vo ngy 13/6/2010 gi ca Iphone 4 phin bn 16GB c gi hn 28 triu, khch hng ch yu l tng lp thng lu c ti chnh mnh hay nhng ngi yu thch cng ngh mi, mun khng nh bn thn. Sau khi ra mt c 1 nm, gi ca Iphone 4 gim mnh xung cn 11 triu. i tng l nhng ngi c ti chnh t hnIII. Thnh cng ca Iphone.1. Nhng thnh cng ca Iphone

Ngay t khi ra i Iphone v cng thnh cng, ngay trong ngy ra mt u tin Iphone tiu th c ni ln tr thnh chic in thoi bn chy nht mi thi i: Sau 2 nm, Iphone chim lnh ti 17% th trng Smartphone, v thm ch c lc bn c hn 1 triu chic ch trong 1 ngy! Nhn li 5 nm "lm ma lm gi" ca iPhone

29/6/2007, iPhone, chic in thoi lm thay i c lch s ca qu trnh pht trin smartphone c Apple trnh lng. Hy cng nhn li 4 nm tn ti v pht trin ca iPhone, cng nhng s nh hng ca chic smartphone ny n nn cng ngh ton cu.

ng 5 nm trc, iPhone, chic in thoi khng ch lm thay i tm vc ca Apple, m cn lm thay i ngnh cng nghip sn xut thit b di ng, cng nh lm rng ng c gii cng nghip c Apple trnh lng.

Nhc n iPhone, cho d l nhng ai yu thch Apple, nhng chuyn gia cng ngh ln nhng khch hng thng thng nht cng phi dnh cho chic smartphone ny nhng s knh trng nht nh.

Cho d c yu thch Apple hay khng, th tt c mi ngi cn phi tha nhn, s ra i ca iPhone khng ging vi s ra i ca bt k thit b cng ngh no khc, m c xem l nh ting chung u tin cho mt cuc cch mng trn th trng smartphone.

Trong 5 nm ra i v pht trin, iPhone thay i hon ton ngnh cng nghip di ng. Cc hng sn xut in thoi ni ting trn ton cu nh Nokia, Samsung hay Motorola cng phi thay i li chin lc pht trin di ng ca mnh: tp trung vo nhng chic smartphone h tr mn hnh cm ng, v c bit l tng cng h tr ng dng cho nn tng di ng.

Khng ch lm thay i nn cng nghip di ng, iPhone cn lm thay i c Apple. Mc d t c nhng thnh cng vang di trong qu kh vi iMac, iPod hay iTunes nhng ch n khi c s xut hin ca iPhone, Apple thc s tr thnh mt trong nhng tp on cng ngh hng u th gii.

Trong 5 nm tn ti v pht trin, cuc ua trn th trng di ng tr nn gay cn v hp dn hn bao gi ht, vi s ra i ca hng lot sn phm c mnh danh l st th ca iPhone, vi mong mun lt s thng tr ca iPhone trn th trng di ng. Tuy nhin, iPhone vn tip tc thng tr v vt qua nhng i th khc tip tc l chic smartphone hot nht hin nay.

Hy cng nhn li 4 nm ra i v pht trin ca iPhone qua nhng ct mc ng nh di y:

29/7/2007: iPhone c ln k u tin ti M v thc s gy nn mt cn st cho ngi dng ti y.

Ch trong vng 30 ting u tin sau khi c by bn, 270 ngn chic Apple c bn i.

Gn 3 thng sau, 11/9, cn st iPhone lan truyn n chu u, xut hin u tin ti Anh v Php.

05/02/2008, p ng nhu cu lu tr d liu ca ngi dng, Apple cho xut xng iPhone vi phin bn b nh 16GB. Trc y, iPhone ch c 2 phin bn 4GB v 8GB.

6/03/2008, iPhone t tn cho h iu hnh s dng trn iPhone l iPhone OS. Sau , tn gi ny c i thnh iOS nh chng ta bit n ngy nay.Hin phn ln cc thit b di ng ca Apple u s dng h iu hnh ny, bao gm iPhone, iPad, iPod Touch, Apple TV

9/6/2008: 1 nm sau khi ra mt phin bn iPhone u tin, tip ni cn st iPhone vn cn ang giai on cao tro, Apple tip tc trnh lng phin bn tip theo, iPhone 3G, kt ni v h tr tt hn vi cng ngh 3G.

10/7/2008: vi s pht trin nhanh chng ca iPhone v iPhone 3G, Apple khai trng gian hng ng dng App Store, vi cc ng dng c pht trin trn nn tng iOS.

13/7/2008: ch 3 ngy sau khi c khai trng, c hn 800 ng dng xut hin trn gian hng ny v c hn 10 triu lt ti cc ng dng. 23/4/2009: Apple ghi nhn lt download 1 t trn gian hng ng dng App Store. Vo thi im ny, c hn 35 ngn ng dng dnh cho iOS xut hin trn App Store. 19/6/2009: 1 nm sau khi ra mt iPhone 3G, Apple tip tc trnh lng ngi k tc iPhone 3GS. y khng thc s l mt phin bn nng cp ca iPhone 3G, m l mt phin bn c mt vi s iu chnh to ra s khc bit.

Iphone 3GS ra mt vi 2 phin bn b nh: 16GB v 32 GB.

24/6/2010: iPhone 4, phin bn c xem l thnh cng nht trong s 4 phin bn ca iPhone c chnh thc ln k.

Thng 5/2011, Apple cho bit chp thun ng dng th 500 ngn xut hin trn App Store ca mnh.

Vi thnh cng ngoi mong i ca iPhone, Apple nhanh chng vn ln tr thnh mt trong nhng tp on gi tr nht th gii.

Gi c phiu ca Apple khi thi im iPhone phin bn u tin c ra mt cch y 4 nm vo khong 122,04 USD/c phiu. Tuy nhin, sau 4 nm v 4 phin bn iPhone c trnh lng, hin nay, gi c phiu ca Apple t mc 331.23/c phiu.

Hin ti, gi tr c tnh ca Apple vo khong 306,3 t USD.

Cng vi "sc nng" tip tc lan ta ca iPhone, v nhng phin bn mi tip tc ra mt trong tng lai, chc hn, gi tr ca Apple s cn tip tc tng ln nhanh chng trong thi gian ti y.

2. Phn tch cc yu t thnh cng c c s thnh cng nh trn ca Iphone l c mt qu trnh di vi chin lc kinh doanh c o v n tng ca Apple v rt nhiu cc yu t khc ca Apple. Trong khng th thiu tm quan trng ca chui cung ng khng l hot ng nhp nhng ca Apple.

Vy chui cung ng ca Apple gp phn vo thnh cng Nh th no? 2.1. Nh cung cp nguyn vt liu, nh sn xut

Apple d xy dng mt h sinh thi khp kn ti Apple p dng kim sot vi hu nh mi phn ca chui cung ng t thit k n cc ca hng bn l.

Do c khi lng ln - v hot ng khng ngng, Apple c c s gim gi ln vi hu ht cc linh kin, vi nng lc sn xut v cc ph vn ti hng khng. Mike Fawkes, cu gim c chui cung ng ti Hewlett-Packard v hin l nh u t mo him ca VantagePoint Capital Partners ni: "S tinh thng trong qu trnh hot ng l mt ti sn ln cho Apple cng nh s i mi sn phm hoc marketing. H thc hin qu trnh hot ng xut sc ti mc cha tng thy trc y.

Hng c nh c s lng sn phm c th tiu th c trong tng lai v dm tr t mt khon tin ln cho cc nh cung cp m bo h s sn xut linh kin ch cho ring Apple trong nhiu nm sau . n c nm 2005, Apple tr 1,25 triu USD cho cc nh cung cp m bo h sn xut con chip memory flash cho iPod v cc thit b khc ca ring Apple trong vng 5 nm. Qu ba va qua, Apple cng chi 82 t USD lm nhng vic tng t.Tm l chi tin bo tay bt c lc no cn thit, v gt hi li nhun t tng lng sn phm ln hn trong di hn c th ch ha trong sut chui cung ng ca Apple, ngay t khu thit k. Ive v i k thut c lc sng hng thng tri trong khch sn ch gn gi hn vi cc nh cung cp v sn xut, tinh chnh qu trnh cng nghip chuyn ha t nguyn mu sang thit b sn xut hng lot, nh thit k ca Apple phi hp tc vi nh cung cp to ra thit b mi hon ton.Thi im i vo sn xut, Apple mang theo v kh hn 80 t USD tin mt v u t: nm ti, Apple d nh tng gp i chi ph vn cho chui cung ng ln 7,1 t USD, trong xc nhn dnh 2,4 t USD tr trc cho cc nh cung cp chnh. Chin thut m bo s sn sng v gi thp cho Apple, v nhm hn ch kh nng ca mi i th khc.

Apple yu cu bo gi cho cc thnh phn nh mn hnh cm ng, cng ty yu cu bn tnh ton chi tit ti sao t mc gi ny, bao gm c c tnh chi ph nguyn vt liu v nhn cng, v li nhun d nh. Mt gim c tng t vn cho Apple tit l Apple i nhiu nh cung cp chnh d tr hng tn kho trong 2 tun cch nh my lp rp ti chu 1 dm, v i lc khng tr tin ti 90 ngy sau khi s dng. Mt lnh o tng lm vic vi cc nh sn xut quan trng cho bit chin thut mc c ca Apple c xu hng gy p lc gim gi, dn ti li nhun thp hn. Sau nhiu thng m phn, Apple yu cu nh cung ng cam kt huy ng mi nng lc sn xut dn cho sn phm ca Apple.

Nhiu tun sau khi cng b sn phm iphone, cc nh my phi hot ng qu cng sut to ra hng trm nghn thit b. kim sot hiu qu v m bo b mt trc khi ra mt, Apple t mn hnh in t trong nhiu hp cho php theo di cc cng ty Trung Quc nh mt n lc nhm gim thiu ti a tin tc r r.

Apple kim sot cht ch cc nh cung cp v nh sn xut m bo lun y v kp thi nguyn vt liu vi gi c c chit khu ln cho n hng khng l m bo cho qu trnh xut lin tc p ng nhu cu khng l v Iphone ca khch hng. S kt hp nhp nhng ca bn k thut, cung ng v sn xut gip Iphone lun sn sng hng bn vo ng thi im v hn ch c i th cnh tranh.2.2. V dch va. Dch v phn mm: Apple pht trin gian hng App store v bt tay vi cc nh pht trin ng dng. n 5/2011 th trn gian hng c n 500000 ng dng hin c 37% s ng dng trn App Store l min ph, trong khi vi cc ng dng c thu ph, gi trung bnh ca mi ng dng l 3,64 USD. Trong , 30% doanh thu t cc ng dng s c Apple nm gi, trong 70% doanh thu s dnh cho cc nh pht trin ng dng.b. Dch v vn chuyn: Mt v d kh in hnh cho vic chi mnh tay cho chui cung ng ca Apple l vic Steve Jobs chi 50 triu USD mua mi ch cha hng ha bng ng hng khng trong khi mi nh sn xut my tnh u vn chuyn sn phm bng ng bin. Apple nhn ra vn chuyn nhiu trn my bay c th tit kim hn hn khi gi trc tip t nh my sn xut ti Trung Quc ti tn ca nh khch hng. Vic mi ngi t mua v nhn hng ch sau vi ngy, hay c th theo di st sao hnh trnh sn phm thng qua trang web ca Apple. c. Nh phn phi, nh bn l. V d in hnh v chui cung ng u vit ca Apple l khi ln lt tit l cc sn phm ni ting, mt qu trnh c dn xp cht ch qua nhiu nm vi Mac, iPod, iPhone, iPad. Nhiu tun sau khi cng b sn phm, cc nh my phi hot ng qu cng sut to ra hng trm nghn thit b. kim sot hiu qu v m bo b mt trc khi ra mt, Apple t mn hnh in t trong nhiu hp cho php theo di cc cng ty Trung Quc nh mt n lc nhm gim thiu ti a tin tc r r., t nht mt ln, cng ty giao sn phm trong thng c chua trnh b pht hin.

Sn phm hon thin ng trong bao kn, v thng xuyn c kim tra ti mi im bn giao cng, sn bay, kho xe ti, trung tm phn phi m bo khng sn phm no tht thot. Chui ca hng bn l ca Apple chnh l li th vn hnh cui cng. Mt khi sn phm c by bn, cng ty c th theo di nhu cu ca tng ca hng theo tng gi, v iu chnh d bo sn xut hng ngy.

Li nhun khng l ca Apple li nhun gp 40% nm 2010 so vi 10-20% ca cc cng ty khc phn ln da vo qu trnh vn hnh. Time Cook- V tn Tng gim c dng khu hiu anh thp ni v s cn thit ca hiu qu: Khng ai mun mua sa b chua. Sa s khng bao gi b chua nu nh bn l c mt chui cung ng u vit.

iu ny chng t rng vic bn l c 1 chui cung ng u vit khin cho Apple taoh ra li th ln v thnh cng hn so vi hu cc i th cnh tranh cng ngnh.

3. Nhn xt.

Apple thnh cng ln trong vic qun tr chui cung ng. Thc cht, Apple c th c coi l 4 cng ty con v tt c u hp nht thnh mt. Apple l cng ty cung cp phn cng, to ra phn mm, bn dch v v m nhn lun khu phn phi sn phm. Apple gn nh bao trn chui cung ng cho mt sn phm cng ngh.Lnh vcmtpon ca Steve Jobshin vn cha th chen chn vo c c l l... t sn xut v cung cp linh kin cho chnh mnh to ra thnh phm.

Apple kim sot gn nh tt c cc khu quan trng nht. Hy tng tng mt cng ty s v cng nguy him nh th no khi va c trong tay thit b phn cng (iPad, iPhone, iPod, Mac...), va s hu phn mm (iOS, MacOS) v c th ty chnh phn mm theo thch ph hp vi phn cng. Thm vo l marketing v phn phi sn phm ca Apple Store, lin kt vi cc dch v cy nh l vn nh iTunes v iCloud, kim sot cc i tc bn hng ca Apple Store.

Apple chim c v th nh ngy hm nay cng v Steve Jobs v cc cng s hon thnh qu tt cc cng vic, c bit l cng on phn phi sn phm qua h thng bn l Apple Store.Chui cung cng chnh l con t ch bi gip Apple x l c lng hng ln mi khi tung ra m khng cn lo lng v lng hng tn kho gi tr ln. D thng xuyn b ch trch v bn sn phm gi cao hn mi i th nhng Apple c th kim c 25% li nhun trn mi iPad.Toshiba;TPK holding

Sn sut

Phn phi

Bn l

Tiu dng

Trao i Vi KH

Trao i dv logistics

Thu ph

(FOXCONN)

Cung ng dv logistics

Iphone

Intel ; tTTth toToshi

Vt liu

Trao i vt liu

Thu ph

Sam sung

Catcher i loan

Wintek

Catcher technology

Sam sung

Catcher i Loan/Technology

Winteck

Chui cung ng hon chnh ca Iphone

Chui cung ng hon chnh ca Iphone

1