chuong 6_chien luoc kinh doanh quoc te

7/31/2019 Chuong 6_Chien Luoc Kinh Doanh Quoc Te

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CHNG 6Chin lc Kinh doanh

Quc t


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Khi nim chin lc

Chin lc bao gm cc hot ng m cc nh qun l s dng t c mc tiu ca doanh nghip

Mc tiu ca doanh nghip: ti a ha gi tr doanh nghip chonhng ngi lm ch cng ty, cc c ng theo cch hp php,c o c v trch nhim x hi bng cch tng kh nngsinh li v tng li nhun.

Cc doanh nghip cn phi p dng nhng chin lc tngkh nng sinh li v li nhun* Kh nng sinh li (profitability): l t l sinh li tnh trn vn u t* Tng trng li nhun (profit growth): s gia tng t l phn trm

li nhun rng theo thi gian

Doanh nghip c th tng kh nng sinh li v li nhun bngcch: Tng gi tr Gim chi ph Tng s lng hng ha dch v tiu th ti nhng th trng sn c

M rng kinh doanh quc t


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Gi tr c to ra nh th no? Gi tr ca doanh nghip c to ra khi c skhc bit gia V ( gi cho mt sn phm trong plc cnh tranh) v C ( chi ph sn xut ra snphm )

Li nhun c th c tng bng:1.S dng mt chin lc khc bit ha: tng gitr cho mt sn phm v khch hng sn sngtr thm cho s gia tng gi tr ( v d: thit kcao cp, kiu cch, tnh nng, c im, tincy, dch v sau bn hng). Cng nhiu gi trtrong mt sn phm ng ngha vi vic doanhnghip c th bn nhng sn phm vi gicao hn

2.S dng chin lc chi ph thp:

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Value Creation

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Tm quan trng ca nh v chin lc

Michael Porter cho rng doanh nghip cn lachn s dng chin lc khc bit ha hay chiph thp sau la chn phng thc hot ngcho doanh nghip theo la chn

V vy, ti a ha li nhun, doanh nghip cnphi:nh v hp l trn ng cong hiu qu ( efficiency

frontier)

La chn phng thc hot ng/kind doanh chodoanh nghip ph hp vi nh v

p dng c cu t chc ph hp cho doanh nghip theo ui chin lc .

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Strategic Choice in the International Hotel Industry

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Cc yu t trong hot ng ca doanhnghip

Hot ng ca doanh nghip c th hiu l mt chuigi tr bao gm hng lot nhng hot ng to gi tr:sn xut, marketing, qun l nguyn vt liu, R&D,nhn s, h thng thng tin v c s h tng cadoanh nghip

Chui gi tr bao gm

1. Cc hot ng chnh Nghin cu v pht trin (R&D), sn xut, marketing

v bn hng, dch v khch hng2. Cc hot ng b tr

H thng thng tin, logistics, nhn s

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Chui gi tr

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M rng hot ng kinh doanh quc t tng li nhun Cc doanh nghip quc t c th1. M rng th trng - bn hng trn th trng quc t2. Nhn bit cc li th v khu vc kinh t phn tn

cc hot ng to gi tr n nhng ni m cc hot

ng ny c th c thc hin hiu qu nht3. Nhn bit cc li th v chi ph trn quy m t thc

t hot ng _m rng th trng ton cu t mt vtr trung tm

4. Tng li nhun- thc y nhng hot ng v k nngpht trin trong hot ng kinh doanh nc ngoi vchuyn chng n nhng ni khc ca doanh nghip

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Cch thc doanh nghip tng vic bnsn phm v nng lcCc cng ty c th tng trng bng cch bnhng ho, dch v trong nc ra th trng quct

S thnh cng ca cc cng ty m rng quc tph thuc vohng ho, dch v c bnNng lc ct li - k nng trong cng ty m ith cnh tranh kh c th c c hoc bt

chcNng lc ct li c th gip doanh nghip gimchi ph to gi tr hoc to ra nhng gi tr snphm c th bn vi gi cao.

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Ti sao li th v da im li quan trng?

Li th v a im: c c t vic thc hin mthotng to ra gi tr v tr ti u cho hot ng ti btk u trn th gii

Khi c c li th v a im doanh nghip c th:- gim chi ph to ra gi tr v c th nh v c

bng chin lc chi ph thp- Khc bit ha sn phm

Doanh nghip c th tn dng li th v a im nhiuni trn th gii v thit lp website ton cu cho cc

hot ng to gi tr Cc bc khc nhau trong chui gi tr c th c phn

b cc a im m hot ng to gi tr c thc thc hin tt nht vi chi ph nh nht.

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ng cong kinh nghimng cong kinh nghim (experience curve) th hin s gim

chi ph sn xut (c tnh h thng) theo vng i sn phmng cong kinh nghim di chuyn xungchi ph to gi tr

gim

ng cong kinh nghim di chuyn xung mt cch nhanhchngdoanh nghip c th ch cn mt nh my nhng cth phc v th trng ton cu

Learning effects: l yu t gim chi ph bng vic rt kinh

nghim khi thc hin hot ng kinh doanh.

Khi nng sut lao ng tng, mi c nhn c th hc ccch thc hin cc hot ng c th mt cch hiu qu nhtv cc nh qun l hc c cch iu hnh hiu qu hn.

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The Experience Curve

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Li th trn quy m

Li th trn quy m: vic gim chi ph sn xut trn mtn v sn phm c c nh sn xut mt s lng lnhng ha bng vic:

- s dng chi ph c nh cho khi lng ln sn phm

- s dng phng tin sn xut hiu qu hn

- Chi ph u vo thp t nh cung cp

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Cch thc nh qun l thc y cc knng ca chi nhnh

Cc nh qun l nn:

1. Nhn bit c nhng k nng c gi tr cacng ty bt k chi nhnh no trong mng li

v p dng ph hp cho cc chi nhnh cacng ty2. Thit lp h thng cc phn thng v u i

khuyn khch nhn vin a phng hctp, lnh hi nhng k nng mi.

3. C quy trnh nhn bit, pht hin nhng knng c gi tr dc to trong mt chi nhnh4. H tr cng tc chuyn giao k nng trong

cng ty

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Cc loi p lc cnh tranh trn th trng toncu

Cc p lc cnh tranh hn ch doanh nghip nhnra cc li th v a im, hiu ng kinh nghim,thc y sn phm hay chuyn giao cc k nngtrong doanh nghip.

1. p lc gim chi ph

2. Pressures to be locally responsivep lcthch nghi vi a phng ( tng chi ph)

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Pressures for Cost Reductions and Local Responsiveness

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Khi no p lc gim chi ph l ln nht

p lc gim chi ph ln nht khi:1. Trong cc ngnh cng nghip snh xut hng tiu

dng p ng nhu cu ca ton cu ( s tng t vnhu cu, s thch, th hiu ca ngi tiu dng trn

ton th gii) v gi l v kh cnh tranh duy nht.2. Khi cc i th kinh doanh chnh c a im sn xut

nhng ni chi ph thp3. Khi d tha v nng lc

4. Khi ngi tiu dng c v tr quan trng v khng phii mt vi chi ph chuyn i (switching costs)

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Khi no p lc a phng ha l lnnht? p lc a phng ha ln nht khi

1. C s khc bit v th hiu v s thch ca khch hng2. S khc bit v cc yu t truyn thng hay c s h

tng/vt cht3. Khc bit v h thng phn phi4. Do yu cu ca chnh ph nc s ti

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La chn chin lc kinh doanh1. Global standardization - increase profitability and profit

growth by reaping the cost reductions from economies ofscale, learning effects, and location economies

goal is to pursue a low-cost strategy on a global scale makes sense when there are strong pressures for cost

reductions and demands for local responsiveness areminimal

2. Localization - increase profitability by customizing goods orservices so that they match tastes and preferences in

different national markets makes sense when there are substantial differencesacross nations with regard to consumer tastes andpreferences and when cost pressures are not too intense

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La chn chin lc kinh doanh3. Transnational - tries to simultaneously achieve low

costs through location economies, economies of scale,and learning effects, differentiate the product offeringacross geographic markets to account for localdifferences, and foster a multidirectional flow of skills

between different subsidiaries in the firms globalnetwork of operations makes sense when cost pressures are intense and pressures

for local responsiveness are intense

4. International take products first produced for the

domestic market and sell them internationally with onlyminimal local customization makes sense when there are low cost pressures and low

pressures for local responsiveness

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La chn chin lc kinh doanhFour Basic Strategies

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S pht trin/thay i chin lc kinhdoanh

An international strategy may not be viable in thelong term

to survive, firms may need to shift to a global

standardization strategy or a transnational strategy inadvance of competitors

Localization may give a firm a competitive edge,but if the firm is simultaneously facing aggressive

competitors, the company will also have toreduce its cost structures

would require a shift toward a transnational strategy

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S pht trin ca chin lcChanges in Strategy over Time

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chuong 6_chien luoc kinh doanh quoc te

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