Quản trị chiến lược tập trung hay là chết = Focus

AL RIES

TU'ONG LAI CUA DOANH NGHIeP

PHU THUOC VAO DIEU NAY

Plnrcmg Th ao, Hoai Thanh, Mai Nga dich

NHA XUAT BAN LAO HONG - )(A HOI

ft1:4010:19.

L

BO SACH Va DAY CONG TY THOI KHONG HOANG

GIAI PHAP QUAN Ll■ CHO DOANH NGHIEP

THOI KHUNG HOANG

g rong bat ca. giai doan nao cua qua trinh phat

trien, cac doanh nghiep se can phai có chin luvc

dung d5n de có the dam bao ye sir phat trien ben vi-rng

cua doanh nghi 'O. D5c bie't trong giai doan kilo khan

cua nen kinh te` nhtr hie‘n nay, ho buOc phai tim ra cau

tra lei chinh xac cho cac cau hoi then chOt de ton tai

va chuan bi cho tang trtrarng sau khung hoing.

BO sach gem 4 tic pham kinh dien cho quan tri trong

thoi khung hoang cua cac bac thay ye quail tri \fa to van

doanh nghiep tren the giai nhtr Peter Drucker; Al Ries;

W. Edwards Deming, v.v... chinh la lai giai cho nhiIng

viro.ng mac tren cua doanh nghiep:

i. Quin tri trong theri khUng hoang

2. Xay dung 130 may lanh dao de trtromg ton

3. Thkrc thi - dieu hanh doanh nghiep bang phtrung

phap quail tri có nguyen tac

4. Phtrcrng phap quan tri - Tap trung hay la ch'et?

ThCri diem kinh Ichting hoang la thach thirc,

nhung cung la mot ca hOi cho cac doanh nghiep cai tin

uy trinh hotOng clang nhtr tim ra each irng pito v&i

nhirng binOng cua thi trtramg. Khi kinh doanh chant

lai, doanh nghiep se có theri gian va nhan hrc cho viec

ra sok., sap xep va toi tru hoa cac cong viec, cai tinuy

trinh san xuat, tiet kiem chi phi va nguyen vat lieu, tap

Ito? day du thong tin de cung cap cho nha dau ttr, c6

d8ng chin va be?' sach chinh la chia khoa gitip

cac doanh nghiep nhanh chong that khoi khung hoang

va vtrc day thanh cong.

Tran trong gibi thieu ding ban doc!

ALPHA BOOKS

diO

T

hat la mot ky duyen ping ng6 khi cuon sach

Focus oh Al Ries dudc ra mat ban doc Viet

Nam dung vao thdi diem ma su canh bao cua tac gia tit

mtidi nam truck da thanh hien tiic.

Chang ta dang song trong mot the giai kinh doanh

bat dinh v6i nhieu dieu khong Wang da xay ra: su sup

dO hang loat nfrang tru cot dm nen kinh to the gidi do

quoc gia b6i chi, tong ty lieu phat, tong dan bao dung ...

Neu soi ky ski khung hoing trong thdi ky nay, ta deu

thay dinh Muting tap trung trong cac to chtic da khong

con du scic de kiern gia nhiing tham vong, khat vong lam

giau nhanh cua ho. Chien hick da dang hoa, md rang,

hiep luc va h6i to du Inia hen dem lai nhiing vien canh

tudi sang ban dau da nhanh thong sup do keo theo mot

boat he qua ye thua 16, nd nan, sa lay va pha san. Qua

nhieu ten tuoi 16n oh nen thudng mai the gi6i nay chi la

can nhfing athudng lion" dang vat va din xa the giai nay.

Mau so chung cua nhiing van de nay chinh la sif mat tap

trung va khac

Tit nhiing du cam cila mot bac thay ye marketing, Al

Ries da dinh huong cac nguon laic va thdi gian cua minh

8 I QUAN TRI CHIEN WOC - TAP TRUNG HAY LA CHET?

de hen giai nhang tinh huong vi sao Nintendo vdi "quy

mo” va von hod chi bang 1/13 so vdi Sony lai lam ra

nhieu loi nhuan hdn tap doan nay? COn Nokia da tap

trung va khdc biet ra sao de có duoc thi phan ldn nhat

tren the gidi va moi nam ban duoc hdn 900 trieu dien

thoai di dOng tren toan cau.

Vay ho da "tap trung" nhu the nao va tao dtioc su

"khdc bier ra sao trong hoat dOng kinh doanh, tiep thi,

truyen thong va ban hang? Trong y nghia do, chung

toi xin trail trong gidi thieu cuon sach duoc dich vdi tieu

de Phuo'ng phcip qucin tri - Tap trung hay la chit? CO the

not su tap trung chinh la tam diem chien luoc canh

tranh cua doanh nghiep, la chia kticia cho ski pilaf trien

ben v-Cing la quyet sach de sinh ton trong cuOc chien bat

tan vdi nhiing thudng hieu hung manh d mot the gidi

kinh doanh bat dinh. Chung toi by vong ngudi doc có

the tim duoc trong cuon sach nay nhieu hen giai cho

hanh trinh hOi nhap va phat

TRAN HOANG

Chu tich VietnamMarcom

AC 4C

Led tcic gid

Lai not cau

GUM thieu

11

15

19

1 Su' thitu tap trung aid cdc ding ty gyfy 23

2 'roan cdu hod va crong lig chi phoi 60

3 Svphein chia va lig chi phOi 82

4 Nat-- ng tin &ell tick ag tit phia (Thank nghiep 101

5 Wfifing tin hieu tick cue tit fink vyr ban ka. 110

6 Cdu chug/7 cda hai ding ty nuck Cola 141

7 ChdnCyvechatCupng 157

8 'Tim ra thong crWp dia bon 178

9 Thu hep pham vi kink cloanh 236

10 Ouvng tau veri sir thay ctoi 273

11 Chia tack va chink phut 304

10 I QUAN TRI CHIEN LUQC - TAP TRUNG HAY LA CHET?

12 Xdy dung mot Binh fluting rap trung da buoy 361

13 Yrudn Cuyen khiing tong &et vdng Col 412

14 aing qua chien hao 430

15 15 nguyen tcic dinh &fang tap trung dai han 464

lac yid

Focus: The Future of Your Company Depends on It

(Tap trung de khic biet: Thong lai cua doanh nghiep

pho thuOc vao dieu nay) la cuon sach dau tier' toi thoc

hien vai so giOp cid cua con gai va la ding sti clac loc cua

toi, Laura. Modi nom qua, ke tO khi chung toi bat dau

hop tic, gid clay Laura di trd thanh nha chien hioc thi

trodng hang dau. Thang 10 nom 2002, tap chi Business

2.0 cla binh chon co la "Chuyen gia kinh to cua nom"

ding vdi cic tac gia ten tu6i nim Larry Bossidy, Noel

Tichy va C. K. Prahalad2.

Sau lan dau tien xuat ban cuon sach nay, cluing toi

can cong tic vdi nhau trong bon cuon sach khac. Tuy

2 Lawrence A. Bossidy (sinh 1935) la mOt doanh nhan va hoc gia.

Ong la ctiu CEO ciaa hang AlliedSignal (sau nay doi ten thanh

Honeywell), Ara có tren 30 nom lam viec tai General Electric, tUng giii

chic Pho Chu tich va Gam d6c dieu hanh.Ong la tac gia cuon

Execution: The Discipline of Getting Things Done (Thuc thi, Alpha

Books xuat ban nom 2007).

Coimbatore Krishnarao Prahalad (sinh nom 1941) la nha quasi ljr, tix

van, hoc gia, giao chien luoc kinh doanh tai Dai hoc Michigan.

12 I QUAN TRI CHIEN WOC - TAP TRUNG HAY LA CHET?

nhien, Focus van duoc coi la cuon sach cd ban nhat cua

cluing toi, duo'c rat nhieu ban doc yeu thich bdi no da

de cap de hieu va co dong nhat moi khai niem ye

marketing.

Focus ding có anh hiking manh me deli vii cong viec

cua chUng toi la tti van cho cac tap doanl6n, tru6c het la

500 cong ty trong danh sach oh tap chi Fortune. Chung

toi da van dung nhfingleii khuyen cua chinh minh vao

viec tap trung kinh doanh.

Toi da mong mu6n rang, tii khi xuat ban cuon sach

Focus nam 1996, cac cong ty se tr6 nen tap trung hon.

Nhung diet' do van chua thanh ski that. Cac cong ty cua

My thueing dua ra khong it ly do cho viec tim kiem cac

hiking di mad, gia nhap cac linh vuc kinh doanh, thi

trueing va lanh the,' mdi.

Nhang dOc gia trung thanh cua chung toi có le da

qua quen thuOc Arai bon "ky si" trong sach Khai Huyen

la: Da dang hOa,M6 rOng, Hiep luc va Hqi tu. Nhiing ky

si nay dang tan phi. cac cong ty hang dau du My.

Da dang h6a la ky si dau tien. Hay xem xet vi du cua

cong ty Coca-Cola. Vi cuu chU tich Roberto Goizueta

da bi chi trich ye viec Ong khong dua cong ty tham gia

cac loai hinh kinh doanh khac. Goizueta dap lai: "That

thieu sang suot khi cho rang ban se thanh cong hon khi

tham gia hai loai linh vtfc kinh doanh to hai thay vi chi

tap trung kinh doanh tot mot loai hinh. Ban se ti tao

them rui ro cho minh va dieu nay that dien ro". Chung

Lifi tdc gid I 13

toi cling tan thanh y kien nay. Ching 6: Cau chuyen

ctia hai cong ty nu& Cola de cap den viec ding ty

PepsiCo da tii 136 chu6i nha hang cua minh. D6 la sit

kien xay ra sau khi Focus xuat ban dudc mot nam.

MeY rOng la chang ky sy thi hai. Theo phtidng thdc

chung ye "tan dung tinh hdp phap cila ding ty", nhieu

ding ty khong ngang tim cach On ten tu6i cua minh tren

cac loai san pham khac. D6 la mot viec lam vo b6. Hang

may tinh IBM la mot vi du. Ho da sit dung ten tuoi cua

minh ye loai may tinh trung tam de cho ra d6i loai may

tinh ca nhan (IBM PC). Va sau 23 nam tham gia thi

tru6ng mdi nay, ho da bi ton that tad 15 ty do-la. Neu

mot hang danh tieng nhii IBM cling khong the thanh

cong khi tham gia thi truang mdi, thi sao ban lai by vong

cong ty cua minh c6 the thisc hien dildc dieu do? Dieu

ma hang IBM dang le nen lam la gi? Cau tral6i chinh xac

la hang nen de thi trueing may tinh ca nhan cho cac tong

ty khac. N6i dung nay se dudc de cap trong Chudng 12.

Chudng 13 se de cap den viec IBM tap trung and rOng he

thong phan mem dieu hanh ma ho da lam may nam

tru6c. Hy vong la dieu do se thanh

Hiep luc la ky sy this ba. Neu hai yeu to Da dang h6a

va M6 rang khong 116 trd gi cho sit phat trier' cua cong

ty thi yeu to nay cling Wong W. Viec hang Hewlett￾Packard (HP) lien doanh v6i hang may tinh Compact la

mot vi du. Ben canh viec lien doanh v6i Compact, HP

co gang tham gia vao nhieu linh vifc khac. Nhung sau

14 I QUAN TRI CHIN LUOC - TAP TRUNG HAY LA CHIT?

khi lien doanh, lcii nhuan bier' dm hang Om xueing chi

con 2,4%.

110i to la ky, sy cuoi ding, có uy laic Ian nhat va ding

nhan to tic &Ong manh nhat. De nghien diu van de

nay, hay xem xet Chtiong 3: Sy phan chia va lye chi pho'i.

Hay lam mot pile') so sanh gida Sony, mot cong ty

kinh doanh 'thong tap trung vCd Nintendo, mot ding

ty tap trung vao linh vtic dien tit lieu dung (chi san

xuat cac tre chdi video va may chdi video). Mac du

quy mo dia Nintendo chi bang 1/13 dm Sony nhung

ldi nhuan ma Nintendo dat dtioc nhieu hdn Sony

trong thap nien qua.

Do chinh la stic manh cua kinh doanh co dinh

tap trung.

AL RIES

Atlanta, Georgia, 2005

di not tau

Sau khi gan bó phin ldn ddi minh v6ri ding viec

marketing ding nhu nghien thu tinh thuc tier' cilia no, toi

da viet cuOn sach nay. CuOn sach chi ra cho doanh

nghiep cach thilc kinh doanh theo dinh hiking tap trung.

NOi dung chinh cua cuden sach de cap den tinh thUc

lien dm qua trinh marketing. Marketing khong chi la

-viec ban mot san pharn hay mot loci hinh dich vu nao

do, ma chinh la qua trinh tim kie'm tudng lai cho

doanh nghiep.

Thing lai d day khong phai chi la ttidng lai chung

chung ma la tudng lai nam dudi tam kiem soat cfia

doanh nghiep. Kinh doanh theo dinh hung tap trung

&sing nghia vii viec dinh hueng Ming lai cling nhu vach

ra cac budc di cu the de bien hiring lai do thanh su that.

Do chinh muc tieu cua cong viec marketing.

Theo Peter Drucker, nha hi van quan ljr: "Bat kk

doanh nghiep nao deu chi can thuc hien hai chic na.'ng

co' ban la marketing va dOi mdi."

Drucker cling not Ahem: "Marketing la chtic nang

mang tinh khu biet Ara chi cod hoat dOng kinh doanh",

16 I QUAN TRI CHIEN WOC - TAP TRUNG HAY LA CHET?

"Gong ty kinh doanh la mot t6 chic khac biet so vai cac

t6 chic khac a cho doi tong ma no trao doi tren thi

truing la cac san pham hang hOa va dich vu... Bat ky to

chic nao thieu hoat d6ng marketing hoac chi coi

marketing la yeti to phu thi to chic dO khong phai

mot cong ty kinh doanh, hoac khOng nen dudc dieu

hanh theo kieu mot cong ty kinh doanh".

Da den 11.1c chUng to can danh gia dung din vai tre

cua hoat d6ng marketing. Mac du Peter Drucker da de

cap nhan fink tren trong cuon sach The Practice of

Management (Thuc lien cong tac quan xuat ban lin

diu tien nam 1954 nhung phai mat mot thai gian dai

chUng mai tham nhap duck vao y thdc cua giai lanh dao

cac cong ty d My. Song cac cong ty nay thay doi muc

tieu hoat deng rat cham.

Sau Chien tranh the giai thi nhat, moi muc tieu cua

hoat d6ng kinh doanh deu huang vao san xuat. Vao thai

ky nay, cac cong ty duck coi la kinh doanh thanh cong

neu có the cung cap hang hOa trong thai gian nhanh

hdn vai chi phi thap hdn cac doi thu canh tranh.

Sau Chien tranh the gidi thi hai, muc tieu cua cac

cong ty din din chuyen huang sang linh vkic tai chinh.

Cac doanh nghiep dudc coi la kinh doanh thanh cong

khi cong viec mua ban trao d6i hang hea duck thuc hien

thuan ldi vdi cac hang muc thu but diu tit cao nhat.

Vay hien nay van de nay dudc hieu nhu the nao? Ca

hai yeti to san xuat va tai chinh clueing nhu da hohn tat su

Lifi noi detu I 17

phat then oh chung. Ngay nay cac cong ty deu tap

trung vao marketing.

Dau la diem chung gitia cac Ong chit cua nhiing tap

doan, cong ty ldn nini Bill Gates oh Microsoft, Bert

Roberts oda MCI, Ross Perot dm Gong ty He thong

Perot, Sam Walton dm Wal-Mart, Micheal Eisner cila

Walt Disney, John Smale cila Procter & Gamble,

Robert Goizueta cila Coca-Cola va Roger Smith cila

General Motors?

Chang to deu biet ho la nhiing giam d6c dieu hanh

Ring danh cua thap nien trtidc. Khong chi c6 vay, theo

tap chi Advertising Age (Thed dai Quang cao), ho con

dtidc bau chon danh hieu "Cac nha marketing cila nam"

tif dam 1985-1994 (rieng Micheal Eisner tiep tuc c6 ten

trong danh sach nay vao dam 1995).

Tap chi Advertising Age da nhin nhan thick thvc to

cua hoat d6ng kinh doanh ngay nay: tong giam doc

dieu hanh cling chinh la tong giam dOc marketing.

David Packard - ngtidi clang sang lap HP, tiing noi:

"Marketing la cong viec dac biet quan trong dOi vai b6

phan marketing".

Microsoft dlidc danh gia la cong ty thanh cong nhat

trong thap nien qua. Lou Gerstner dm IBM da phai n6i

ye Bill Gates va tap doari Microsoft: "Do la mot cong ty

c6 ding tac marketing tot nhat ma toi tiing biet sau hdn

20 nam trong nghe marketing".

I

18 I QUAN TR1 CHIEN LUCK - TAP TRUNG HAY LA CHET?

Ban có the clang phan van khong biet mot ngtiai lam

marketing viet sach ve cong tac quan ly thi se nhii the

nao? DO la mot cau hoi rat hay!

NIumg cau hoi hay hdn nda la: Vay thi mot nga6i

lam cling tac quan ly IA ngti6i nhti the nao?

Cau tra kfi: DO la ngudi lam cong tic marketing biet

doc ban guy& town va ban thong bao lai, 10.