More Related Content
What's hot (20)
Similar to T¨®m t?t s¨¢ch Chi?n l??c ??i d??ng xanh- Nhom 3 (20)
Recently uploaded (7)
T¨®m t?t s¨¢ch Chi?n l??c ??i d??ng xanh- Nhom 3
- 2. GVHD: Nguy?n Th? H?ng
- 3. T?M KHO?NG TR?NG TH? TR??NG V? V? HI?U H?A C?NH TRANH
- 4. N?I DUNG Gi?i thi?u chi?n l??c ??i d??ng xanh H¨¬nh th¨¤nh chi?n l??c ??i d??ng xanh Th?c hi?n chi?n l??c ??i d??ng xanh PH?N 1 PH?N 2 PH?N 3
- 6. Create and capture new demand Exploit existing demand Beat the competition Filled by competitors Make the competition irrelevant Create uncontested market space RED OCEAN BLUE OCEAN
- 7. N?m 2003, ICP ?? gi?i thi?u d?u g?i ??u Xmen v?i ??nh v? ¡°?¨¤n ?ng ?¨ªch th?c¡±
- 8. S? h¨¬nh th¨¤nh li¨ºn t?c nh?ng ??i d??ng xanh N?i dung ch¨ªnh 30 n?m 2016
- 9. T¨¢c ??ng c?a vi?c h¨¬nh th¨¤nh nh?ng ??i d??ng xanh (The impact of creating Blue oceans) 86% 62%
- 10. ??i m?i gi¨¢ tr? - n?n t?ng c?a chi?n l??c ??i d??ng xanh (Value innovation ¨CThe cornerstone of blue ocean strategy ? T?o b??c ??t ph¨¢ v? gi¨¢ tr? cho c? ng??i mua v¨¤ c?ng ty ??I M?I GI? TR? ? C¨¢c c?ng ty c?n theo ?u?i ??ng th?i chi?n l??c kh¨¢c bi?t h¨®a v¨¤ chi?n l??c chi ph¨ª th?p
- 12. ¡°¡°Cirque du Soleil¡±Cirque du Soleil¡± ??I M?I GI? TR? (VALUE INNOVATION)
- 13. C?C KHU?N KH? V? C?NG C? PH?N T?CH (ANALYTICAL TOOLS AND FRAMEWORKS) Strategy Canvas Four Actions Framework ERRC Grid S? ?? chi?n l??c Khu?n kh? 4 h¨¤nh ??ng M? h¨¬nh m?ng: lo?i b?-c?t gi?m-gia t?ng-h¨¬nh th¨¤nh
- 14. S? ?? chi?n l??c (Strategy Canvas) T¨®m l??c, th? hi?n t¨¬nh tr?ng hi?n t?i c?a kho?ng th? tr??ng ???c x¨¢c l?p Nh?n ??nh ???c ??i th?, c¨¢c y?u t? c?nh tranh hi?n t?i Kh¨¢ch h¨¤ng nh?n ???c g¨¬ t? ??i th? c?nh tranh
- 16. Khu?n kh? 4 h¨¤nh ??ng (Four Actions Framework) 1. Nh?ng y?u t? n¨¤o t?ng ???c xem l¨¤ t?t y?u trong ng¨¤nh c?n ???c lo?i b?? 2. Nh?ng y?u t? n¨¤o n¨ºn gi?m xu?ng m?c th?p h?n m?c ti¨ºu chu?n trong ng¨¤nh? 3. Nh?ng y?u t? n¨¤o n¨ºn t?ng l¨ºn m?c cao h?n m?c ti¨ºu chu?n trong ng¨¤nh? 4. Nh?ng y?u t? n¨¤o ch?a t?n t?i trong ng¨¤nh v¨¤ c?n ???c h¨¬nh th¨¤nh? Lo i b? ? C t gi m? ? Gia t?ng H¨¬nh th¨¤nh
- 17. M? h¨¬nh m?ng: Lo?i b? - C?t gi?m ¨C Gia t?ng ¨C H¨¬nh th¨¤nh (The Eliminate-Reduce-Raise- Create Grid) T?o ra ???ng gi¨¢ tr? m?i (A New Value Curve) Cirque de Soleil
- 18. C¨¢c ti¨ºu chu?n C¨¢c th¨¤nh ph?n kh?ng c?n thi?t Lo?i b? C?t gi?m Gia t?ng H¨¬nh th¨¤nh Kh?ng gian thi?t k? ??p cho qu¨¢n ?n, franchise M¨¬ ch¨ªnh v¨¤ c¨¢c h¨®a ch?t
- 19. Compelling Tagline Divergence Focusing Ba ??c ?i?m c?a m?t chi?n l??c t?t (The three characteristics of a good strategy)
- 21. ??nh h??ng ng¨¤nh ??nh h??ng ph?m vi s?n ph?m v¨¤ d?ch v? ??nh h??ng nh¨®m ng??i mua ??nh h??ng theo th?i gian ??nh h??ng nh¨®m chi?n l??c ??nh h??ng ch?c n?ng c?m x¨²c Nguy¨ºn l? 1: V? l?i nh?ng bi¨ºn gi?i th? tr??ng (Reconstruct Market Boundaries)
- 22. 6 ? ng l i t c nh tranh ? i ? u?? ? ? ? ? ? ? n vi c h¨¬nh th¨¤nh ? i d ng xanh? ? ? ?? 1. Ng¨¤nh T?p trung v¨¤o c¨¢c ??i th? c?nh tranh trong ng¨¤nh. ??nh h??ng c¨¢c ng¨¤nh s?n ph?m thay th?.
- 23. 6 ? ng l i t c nh tranh ? i ? u?? ? ? ? ? ? ? n vi c h¨¬nh th¨¤nh ? i d ng xanh? ? ? ?? 2. Nh¨®m chi?n l??c T?p trung v¨¤o v? th? c?nh tranh trong nh¨®m chi?n l??c. ??nh h??ng ??ng th?i theo c¨¢c nh¨®m chi?n l??c trong ng¨¤nh.
- 24. 6 ? ng l i t c nh tranh ? i ? u?? ? ? ? ? ? ? n vi c h¨¬nh th¨¤nh ? i d ng xanh? ? ? ?? 3. Nh¨®m ng??i mua T?p trung v¨¤o ph?c v? nh¨®m ng??i mua t?t h?n. X¨¢c ??nh l?i nh¨®m ng??i mua c?a ng¨¤nh.
- 25. 6 ? ng l i t c nh tranh ? i ? u?? ? ? ? ? ? ? n vi c h¨¬nh th¨¤nh ? i d ng xanh? ? ? ?? 4. Ph?m vi s?n ph?m v¨¤ d?ch v? T?p trung t?i ?a h¨®a gi¨¢ tr? c?a s?n ph?m, d?ch v? trong gi?i h?n c?a ng¨¤nh. ??nh h??ng theo nh?ng s?n ph?m v¨¤ d?ch v? b? sung.
- 26. 6 ? ng l i t c nh tranh ? i ? u?? ? ? ? ? ? ? n vi c h¨¬nh th¨¤nh ? i d ng xanh? ? ? ?? 5. Ch?c n?ng c?m x¨²c T?p trung c?i thi?n m?c gi¨¢ theo ??nh h??ng ch?c n?ng - c?m x¨²c trong ng¨¤nh. C?n nh?c l?i ??nh h??ng ch?c n?ng - c?m x¨²c trong ng¨¤nh. ??ng c?p s? kh¨¢c bi?t v¨¤ th¨ªch th¨².
- 27. 6 ? ng l i t c nh tranh ? i ? u?? ? ? ? ? ? ? n vi c h¨¬nh th¨¤nh ? i d ng xanh? ? ? ?? 6. Th?i gian T?p trung v¨¤o vi?c th¨ªch ?ng m?i khi xu th? b¨ºn ngo¨¤i thay ??i. Tham gia v¨¤o vi?c h¨¬nh th¨¤nh xu th? b¨ºn ngo¨¤i v¨¤o m?i th?i ?i?m. ? 2003 ? Chi?m 70 % th? ph?n t?i nh?c h?p ph¨¢p.
- 28. Gi?m b?t r?i ro (Reduce risk) V?ch ra chi?n l??c trong t??ng lai (Outlines future strategies) Nguy¨ºn L? 2: T?p trung v¨¤o b?c tranh t?ng th? ch? kh?ng t?p trung v¨¤o c¨¢c con s? (Focus on the Big Picture, Not the Numbers)
- 29. H¨¬nh th¨¤nh nh?n th?c (Create awareness) Kh?o s¨¢t (Survey) Tr¨¬nh b¨¤y chi?n l??c (Presentation Strategies) V??t qua nh?ng gi?i h?n c?a qu¨¢ tr¨¬nh ho?ch ??nh chi?n l??c Truy?n ??t trong t? ch?c (Presentation of the company) Nguy¨ºn L? 2: T?p trung v¨¤o b?c tranh t?ng th? ch? kh?ng t?p trung v¨¤o c¨¢c con s?
- 30. ? Quan t?m v¨¤ ch¨² ? t?i nh?ng ng??i ch?a ph?i l¨¤ kh¨¢ch h¨¤ng c?a c?ng ty ? T¨¬m ra nh?ng ??c ?i?m t??ng ??ng gi?a nh?ng ng??i ch?a mua h¨¤ng ? Khai th¨¢c ph?n kh¨²c c¨® nhi?u kh¨¢ch h¨¤ng thay v¨¬ h??ng t?i nh?ng ph?n ?o?n th? tr??ng nh? h?n Focus on non- customers! How to maximize the size of the blue ocean? Nguy¨ºn L? 3: V??n ra ngo¨¤i nhu c?u t?n t?i (Reach beyond existing demand)
- 31. Nh?ng ng??i mua r?t ¨ªt s?n ph?m d?ch v? trong ng¨¤nh c?a b?n Nh?ng ng??i ¡°t? ch?i¡± s? d?ng s?n ph?m, d?ch v? trong ng¨¤nh c?a b?n Nh?ng ng??i ch?a bao gi? c¨® ? ??nh mua s?n ph?m, d?ch v? trong ng¨¤nh c?a b?n First tier Third tierSecond tier Thu h¨²t kh¨¢ch h¨¤ng l?n nh?t
- 32. Nguy¨ºn L? 4: Th?c hi?n ?¨²ng tr¨¬nh t? chi?n l??c (Get the strategic sequence right) Buyer utility Is there exceptional buyer utility in your business idea? Price Is your price easily accessible to the mass of buyers? Cost Can you attain your cost target to profit at your strategic price? Adoption What are the adoption hurdles in actualizing your business idea? Are you addressing them up front? A Commercially Viable Blue Ocean Idea No-- Rethink Yes Yes Ye s Yes No-- Rethink No-- Rethink No-- Rethink
- 34. 4 main difficulties The third: How to motivate key employees The first: cognitive The fourth: The organizational issues and the relationship between interest groups within the company The second: The limited resources The strategic changes need more resources Managers must make employees understand the need for change Nguy¨ºn L? 5: V??t qua nh?ng tr? ng?i v? t? ch?c (Overcoming obstacles on the organization)
- 35. Nguy¨ºn L? 5: V??t qua nh?ng tr? ng?i v? t? ch?c (Overcoming obstacles on the organization) L?nh ??o c¨® tr?ng ?i?m (Tipping Point Leadership - TPL) Con ng??i H¨¤nh ??ng Ho?t ??ng c?a t? ch?c
- 36. S? li¨ºn quan (engagement) S? gi?i th¨ªch (explanation) K? v?ng (expectation) Quy tr¨¬nh th?c thi h?p l? Nguy¨ºn L? 6: Th?c thi h¨®a chi?n l??c (Executing Blue Ocean Strategy)
- 37. Kh? n?ng duy tr¨¬ v¨¤ ??i m?i c?a chi?n l??c ??i d??ng xanh (The Sustainability and Renewal of Blue Ocean Strategy) Chi?n l??c ??i d??ng xanh sau khi ?? ???c th?c hi?n, s? t?o ra nh?ng r¨¤o c?n ??i v?i c¨¢c doanh nghi?p kh¨¢c
- 38. ??ng l?c ??i m?i kh?ng th? xu?t hi?n ch? d?a tr¨ºn logic chi?n l??c th?ng th??ng S? xung ??t nh?n hi?u ??c quy?n t? nhi¨ºn B?ng ph¨¢t minh s¨¢ng ch? v¨¤ gi?y ph¨¦p kh?ng cho ph¨¦p s? sao ch¨¦p S? l??ng h¨¤ng ho¨¢ l?n ?em ??n l?i ¨ªch v? chi ph¨ª cho ng??i kh?i x??ng, l¨¤m n?n l¨°ng ??i th? M?ng l??i c¨¢c y?u t? ngo?i lai t?o h¨¤ng r¨¤o b?t ch??c S? b?t ch??c ?¨°i h?i m?t s? c?i t? l?n trong t? ch?c, ho?t ??ng v¨¤ v?n ho¨¢ doanh nghi?p Nh?ng doanh nghi?p th?c hi?n ??i m?i chi?n l??c s? d¨¤nh ???c danh ti?ng l?n v¨¤ nh?ng kh¨¢ch h¨¤ng trung th¨¤nh, l¨¤m n?n l¨°ng nh?ng k? b?t ch??c R¨¤o c?n b?t ch??c chi?n l??c ??i d??ng xanh (Barriers to Imitation)
- 39. Th?c t? trong kinh doanh:
- 40. Ai l¨¤ ng??i chi?n th?ng?
- 41. Th?i ?i?m n¨ºn t¨¢i ??i m?i gi¨¢ tr? (When to Value-Innovate Again) Gi¨¢m s¨¢t ???ng gi¨¢ tr? tr¨ºn b?n ?? chi?n l??c ???ng gi¨¢ tr? c?a ??i th? c?nh tranh h?i t? g?n gi?ng ? X?y d?ng chi?n l??c ?DX kh¨¢c T?n t?i nh?ng nh¨¢nh l?i nhu?n l?n ?? v¨¤o ??i d??ng hi?n t?i ? T?p trung khai th¨¢c, m? r?ng, ?¨¤o s?u