{"id":14478,"date":"2021-11-27T11:25:08","date_gmt":"2021-11-27T04:25:08","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=14478"},"modified":"2021-11-27T11:25:08","modified_gmt":"2021-11-27T04:25:08","slug":"huong-dan-xay-dung-va-phat-trien-chien-luoc-canh-tranh-nam-bat-co-hoi","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/huong-dan-xay-dung-va-phat-trien-chien-luoc-canh-tranh-nam-bat-co-hoi\/","title":{"rendered":"H\u01b0\u1edbng d\u1eabn x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n chi\u1ebfn l\u01b0\u1ee3c c\u1ea1nh tranh, n\u1eafm b\u1eaft c\u01a1 h\u1ed9i"},"content":{"rendered":"

N\u1eafm b\u1eaft v\u00e0 ph\u00e1t huy l\u1ee3i th\u1ebf c\u1ea1nh tranh<\/a> (competitive advance) <\/strong>l\u00e0 \u0111i\u1ec1u c\u1ea7n thi\u1ebft cho m\u1ecdi doanh nghi\u1ec7p. Tuy nhi\u00ean, kh\u00f4ng ph\u1ea3i doanh nghi\u1ec7p n\u00e0o c\u0169ng bi\u1ebft c\u00e1ch s\u1eed d\u1ee5ng l\u1ee3i th\u1ebf c\u1ea1nh tranh, x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n chi\u1ebfn l\u01b0\u1ee3c c\u1ea1nh tranh m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3, ph\u00f9 h\u1ee3p v\u1edbi ng\u00e0nh ngh\u1ec1, s\u1ea3n ph\u1ea9m (h\u00e0ng h\u00f3a\/d\u1ecbch v\u1ee5) c\u1ee7a h\u1ecd.<\/p>\n

N\u1ebfu b\u1ea1n c\u00f2n \u0111ang b\u0103n kho\u0103n, th\u00ec b\u00e0i vi\u1ebft n\u00e0y l\u00e0 d\u00e0nh cho b\u1ea1n…<\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c c\u1ea1nh tranh b\u1eaft \u0111\u1ea7u t\u1eeb l\u1ee3i th\u1ebf c\u1ea1nh tranh (competitive advance)<\/strong><\/h2>\n

Ai c\u0169ng bi\u1ebft r\u1eb1ng, khi \u0111\u00e3 c\u00f3 (nh\u1eefng) l\u1ee3i th\u1ebf c\u1ea1nh tranh th\u00ec vi\u1ec7c ti\u1ebfp theo l\u00e0 duy tr\u00ec v\u00e0 ph\u00e1t tri\u1ec3n n\u00f3. Tuy nhi\u00ean, duy tr\u00ec v\u00e0 ph\u00e1t tri\u1ec3n l\u1ee3i th\u1ebf c\u1ea1nh tranh l\u00e0m nh\u01b0 th\u1ebf n\u00e0o, b\u1eaft \u0111\u1ea7u t\u1eeb \u0111\u00e2u?<\/p>\n

Trong khi m\u1ecdi ng\u01b0\u1eddi c\u00f2n b\u0103n kho\u0103n lo l\u1eafng v\u1ec1 vi\u1ec7c x\u00e1c \u0111\u1ecbnh v\u00e0 duy tr\u00ec l\u1ee3i th\u1ebf c\u1ea1nh tranh th\u00ec m\u1ee5c \u0111\u00edch khi sinh ra v\u00e0 t\u1ed3n t\u1ea1i c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m, doanh nghi\u1ec7p \u0111\u00f3 l\u00e0 mang l\u1ea1i gi\u00e1 tr\u1ecb v\u01b0\u1ee3t tr\u1ed9i cho kh\u00e1ch h\u00e0ng theo c\u00e1ch c\u00f3 l\u1ee3i cho doanh nghi\u1ec7p. Qua th\u1ef1c t\u1ebf c\u00e1c tr\u01b0\u1eddng h\u1ee3p th\u00e0nh c\u00f4ng, y\u1ebfu t\u1ed1 ch\u00ednh \u0111\u1ec3 mang l\u1ea1i gi\u00e1 tr\u1ecb v\u01b0\u1ee3t tr\u1ed9i \u0111\u00f3 l\u00e0 th\u00f4ng qua s\u1ef1 kh\u00e1c bi\u1ec7t h\u00f3a.<\/strong><\/p><\/blockquote>\n

C\u00e1c t\u00e1c gi\u1ea3 Po Bronson v\u00e0 Ashley Merryman \u0111\u00e3 t\u00f3m t\u1eaft nh\u1eefng ph\u00e1t hi\u1ec7n c\u1ee7a h\u1ecd v\u1ec1 c\u1ea1nh tranh khi h\u1ecd vi\u1ebft, “L\u1ee3i \u00edch th\u1ef1c s\u1ef1 c\u1ee7a c\u1ea1nh tranh kh\u00f4ng ph\u1ea3i l\u00e0 chi\u1ebfn th\u1eafng – \u0111\u00f3 l\u00e0 c\u1ea3i thi\u1ec7n hi\u1ec7u su\u1ea5t. C\u1ea1nh tranh gi\u1ea3i ph\u00f3ng ho\u1eb7c t\u1ea1o ra ngu\u1ed3n d\u1ef1 tr\u1eef ti\u1ec1m \u1ea9n c\u1ee7a n\u1ed7 l\u1ef1c b\u1ed5 sung. C\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh kh\u00e1m ph\u00e1 ra m\u1ed9t s\u1ea3n ph\u1ea9m b\u1ed5 sung.”<\/p>\n

L\u1ee3i th\u1ebf c\u1ea1nh tranh = s\u1ef1 kh\u00e1c bi\u1ec7t?<\/h2>\n

T\u1ea1o ra, ph\u00e1t tri\u1ec3n ho\u1eb7c kh\u00e1m ph\u00e1 s\u1ef1 kh\u00e1c bi\u1ec7t th\u1ef1c s\u1ef1 th\u00fac \u0111\u1ea9y vi\u1ec7c cung c\u1ea5p gi\u00e1 tr\u1ecb v\u01b0\u1ee3t tr\u1ed9i c\u1ea7n c\u00f3 th\u1eddi gian, s\u1ef1 c\u00e2n nh\u1eafc k\u1ef9 l\u01b0\u1ee1ng v\u00e0 can \u0111\u1ea3m \u0111\u1ec3 \u0111\u00e1nh \u0111\u1ed5i b\u1eb1ng c\u00e1c ngu\u1ed3n l\u1ef1c ti\u1ec1n b\u1ea1c, c\u00f4ng s\u1ee9c.<\/p>\n

B\u00ean c\u1ea1nh \u0111\u00f3, c\u00f3 m\u1ed9t kho\u1ea3ng c\u00e1ch v\u1ec1 gi\u00e1 tr\u1ecb kh\u00e1c bi\u1ec7t th\u1ef1c s\u1ef1 c\u1ee7a s\u1ea3n ph\u1ea9m d\u01b0\u1edbi con m\u1eaft c\u1ee7a doanh nghi\u1ec7p v\u00e0 kh\u00e1ch h\u00e0ng. Gi\u00e1 tr\u1ecb kh\u00e1c bi\u1ec7t th\u1ef1c s\u1ef1 kh\u00f4ng do b\u1ea1n x\u00e1c \u0111\u1ecbnh. N\u00f3 \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh b\u1edfi kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng v\u00e0 th\u1ec3 hi\u1ec7n d\u01b0\u1edbi d\u1ea1ng l\u1ee3i nhu\u1eadn c\u1ee7a doanh nghi\u1ec7p.<\/strong><\/p><\/blockquote>\n

M\u1ed9t nghi\u00ean c\u1ee9u do Bain & Company<\/a> th\u1ef1c hi\u1ec7n \u0111\u00e3 kh\u1ea3o s\u00e1t c\u00e1c gi\u00e1m \u0111\u1ed1c \u0111i\u1ec1u h\u00e0nh v\u00e0 kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd v\u1ec1 m\u1ee9c \u0111\u1ed9 kh\u00e1c bi\u1ec7t m\u00e0 h\u1ecd tin r\u1eb1ng c\u00e1c d\u1ecbch v\u1ee5 s\u1edf h\u1eefu. C\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u k\u1ebft lu\u1eadn, “Ch\u00fang t\u00f4i nh\u1eadn th\u1ea5y r\u1eb1ng trong khi 80% gi\u00e1m \u0111\u1ed1c \u0111i\u1ec1u h\u00e0nh c\u1ea3m th\u1ea5y cung c\u1ea5p c\u1ee7a h\u1ecd r\u1ea5t kh\u00e1c bi\u1ec7t, ch\u1ec9 c\u00f3 kho\u1ea3ng 8% kh\u00e1ch h\u00e0ng th\u1ef1c s\u1ef1 \u0111\u1ed3ng \u00fd v\u1edbi h\u1ecd.\u201d<\/p>\n

Khi ti\u1ebfp x\u00fac v\u1edbi c\u00e1c doanh nghi\u1ec7p t\u1ea1i Vi\u1ec7t Nam, ch\u00fang t\u00f4i th\u01b0\u1eddng xuy\u00ean b\u1eaft g\u1eb7p vi\u1ec7c doanh nghi\u1ec7p chia s\u1ebb r\u1ea5t nhi\u1ec1u v\u1ec1 t\u00ednh n\u0103ng, l\u1ee3i \u00edch c\u1ee7a s\u1ea3n ph\u1ea9m v\u00e0 nh\u1eefng nh\u00f3m kh\u00e1ch h\u00e0ng h\u1ecd nh\u1eafm \u0111\u1ebfn. Nh\u01b0ng khi h\u1ecfi chi ti\u1ebft h\u01a1n v\u1ec1 vi\u1ec7c h\u1ecd n\u1eafm b\u1eaft hay hi\u1ec3u bi\u1ebft g\u00ec v\u1ec1 kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng th\u00ec l\u1ea1i kh\u00f4ng nhi\u1ec1u b\u1eb1ng \u0111i\u1ec1u h\u1ecd chia s\u1ebb v\u1ec1 s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd.<\/p>\n

>> Xem th\u00eam: Chi\u1ebfn l\u01b0\u1ee3c t\u0103ng tr\u01b0\u1edfng x\u00e2y d\u1ef1ng l\u1ee3i th\u1ebf c\u1ea1nh tranh cho doanh nghi\u1ec7p v\u1eeba v\u00e0 nh\u1ecf (SMEs)<\/a><\/strong><\/p>\n

H\u01b0\u1edbng d\u1eabn x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c c\u1ea1nh tranh<\/strong><\/h2>\n

B\u1eaft \u0111\u1ea7u t\u1eeb nh\u1eefng c\u00e2u h\u1ecfi<\/strong><\/h3>\n

\u0110\u1ec3 b\u1eaft \u0111\u1ea7u \u0111\u1ecbnh h\u00ecnh chi\u1ebfn l\u01b0\u1ee3c c\u1ea1nh tranh, nh\u00e0 qu\u1ea3n l\u00fd hay ban l\u00e3nh \u0111\u1ea1o n\u00ean t\u1ef1 tr\u1ea3 l\u1eddi c\u00e2u h\u1ecfi n\u00e0y v\u1edbi doanh nghi\u1ec7p b\u1ea1n v\u00e0 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh l\u1edbn nh\u1ea5t tr\u00ean th\u1ecb tr\u01b0\u1eddng:<\/p>\n

    \n
  1. V\u1ecb th\u1ebf c\u1ea1nh tranh hi\u1ec7n t\u1ea1i l\u00e0 g\u00ec?<\/li>\n
  2. N\u0103ng l\u1ef1c c\u1ed1t l\u00f5i l\u00e0 g\u00ec?<\/li>\n
  3. L\u1ee3i th\u1ebf c\u1ea1nh tranh, n\u0103ng l\u1ef1c\u00a0 l\u00e0 g\u00ec?<\/li>\n
  4. \u0110\u1ec1 xu\u1ea5t gi\u00e1 tr\u1ecb<\/a> l\u00e0 g\u00ec?<\/li>\n
  5. Ai c\u00f3 l\u1ee3i th\u1ebf c\u1ea1nh tranh v\u00e0 t\u1ea1i sao?<\/li>\n<\/ol>\n

    C\u00e1ch ph\u00e1t tri\u1ec3n chi\u1ebfn l\u01b0\u1ee3c c\u1ea1nh tranh<\/strong><\/h3>\n

    X\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c l\u00e0 m\u1ed9t th\u00e1ch th\u1ee9c \u0111\u1ed1i v\u1edbi nhi\u1ec1u c\u00f4ngn ty. Kh\u00f4ng c\u00f3 \u0111\u1ec3 b\u1eaft g\u1eb7p nh\u1eefng quy\u1ebft \u0111\u1ecbnh c\u1ea3m t\u00ednh hay theo kinh nghi\u1ec7m trong c\u00e1c doanh nghi\u1ec7p khi h\u1ecd c\u00f3 qu\u00e1 \u00edt c\u00e1c th\u00f4ng tin t\u1eeb kh\u00e1ch h\u00e0ng, th\u1ecb tr\u01b0\u1eddng m\u1ed9t c\u00e1ch kh\u00e1ch quan.<\/p>\n

    K\u1ebft qu\u1ea3 l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c c\u1ea1nh tranh kh\u00f4ng mang l\u1ea1i l\u1ee3i th\u1ebf cho doanh nghi\u1ec7p.<\/p>\n

    Ch\u00ednh v\u00ec v\u1eady, \u0111\u1ed9i ng\u0169 chuy\u00ean gia t\u1ea1i DTM Consulting<\/a> mu\u1ed1n chia s\u1ebb cho doanh nghi\u1ec7p c\u00e1ch th\u1ee9c x\u00e2y d\u1ef1ng v\u00e0 duy tr\u00ec chi\u1ebfn l\u01b0\u1ee3c c\u1ea1nh tranh.<\/p>\n

      \n
    1. \n

      \u0110\u00e1nh gi\u00e1 (l\u1ea1i) t\u00ecnh h\u00ecnh kinh doanh c\u1ee7a c\u00f4ng ty<\/strong><\/h4>\n<\/li>\n<\/ol>\n

      C\u00f4ng ty c\u1ee7a b\u1ea1n l\u00e0 m\u1ed9t c\u00f4ng ty \u0111\u00e3 l\u00e2u \u0111\u1eddi, c\u00f3 danh ti\u1ebfng v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u ph\u00e1t tri\u1ec3n t\u1ed1t hay m\u1ed9t c\u00f4ng ty m\u1edbi th\u00e0nh l\u1eadp? S\u1ee9 m\u1ec7nh kinh doanh c\u1ee7a b\u1ea1n l\u00e0 g\u00ec? Doanh nghi\u1ec7p b\u1ea1n c\u00f3 c\u1ea7n ph\u00e1t tri\u1ec3n quy m\u00f4 ho\u1eb7c t\u1ed1i \u0111a h\u00f3a l\u1ee3i nhu\u1eadn kh\u00f4ng?<\/p>\n

      Ph\u00e2n t\u00edch, \u0111\u00e1nh gi\u00e1 SWOT<\/a> c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 v\u00e0 nhanh ch\u00f3ng cho m\u1ecdi doanh nghi\u1ec7\u00a0\u0110i\u1ec1u duy nh\u1ea5t b\u1ea1n kh\u00f4ng th\u1ec3 l\u00e0m l\u00e0 b\u1ecf qua th\u1ef1c t\u1ebf kinh doanh c\u1ee7a b\u1ea1n.<\/p>\n

      \"Ph\u00e2n<\/p>\n

        \n
      1. \n

        Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, insight kh\u00e1ch h\u00e0ng v\u00e0 m\u00f4i tr\u01b0\u1eddng c\u1ea1nh tranh<\/strong><\/h4>\n<\/li>\n<\/ol>\n

        T\u00ecm hi\u1ec3u<\/strong>, nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, kh\u00e1ch h\u00e0ng c\u00f3 l\u1ebd l\u00e0 b\u01b0\u1edbc quan tr\u1ecdng nh\u1ea5t \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c l\u1ee3i th\u1ebf c\u1ea1nh tranh v\u1ec1 m\u1eb7t d\u00e0i h\u1ea1n. C\u00e1c d\u1eef li\u1ec7u, th\u00f4ng tin s\u1ebd cung c\u1ea5p cho ban l\u00e3nh \u0111\u1ea1o, nh\u00e0 qu\u1ea3n l\u00fd c\u01a1 h\u1ed9i \u0111\u1ec3 hi\u1ec3u v\u1ec1 n\u1ed9i b\u1ed9 c\u00f4ng ty, th\u1ecb tr\u01b0\u1eddng v\u00e0 kh\u00e1ch h\u00e0ng, nh\u1eefng \u0111\u00e1nh gi\u00e1 so s\u00e1nh v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh nh\u01b0 th\u1ebf n\u00e0o theo nh\u1eefng c\u00e1ch c\u00f3 \u00fd ngh\u0129a \u0111\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng c\u1ee7a doanh nghi\u1ec7p.<\/p>\n

        >> Xem th\u00eam: Chi\u1ebfn l\u01b0\u1ee3c c\u1ea1nh tranh l\u00e0 g\u00ec? 4 lo\u1ea1i chi\u1ebfn l\u01b0\u1ee3c c\u1ea1nh tranh<\/a><\/strong><\/p>\n

          \n
        1. \n

          X\u00e1c \u0111\u1ecbnh c\u00e1c l\u1ee3i th\u1ebf c\u1ea1nh tranh hi\u1ec7n t\u1ea1i v\u00e0 ti\u1ec1m n\u0103ng (c\u00e1c y\u1ebfu t\u1ed1 kh\u00e1c bi\u1ec7t)<\/strong><\/h4>\n<\/li>\n<\/ol>\n

          Sau khi \u0111\u00e3 c\u00f3 nh\u1eefng th\u00f4ng tin, ph\u00e2n t\u00edch t\u1eeb b\u00ean trong v\u00e0 ngo\u00e0i doanh nghi\u1ec7p, nh\u1eefng c\u01a1 h\u1ed9i, th\u00e1ch th\u1ee9c,…\u0111\u00e3 \u0111\u1ebfn l\u00fac doanh nghi\u1ec7p l\u1ef1a ch\u1ecdn chi\u1ebfn l\u01b0\u1ee3c c\u1ea1nh tranh ph\u00f9 h\u1ee3p v\u1edbi doanh nghi\u1ec7p\/s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n.<\/p>\n

          Khi \u0111\u00f3, b\u1ea1n s\u1ebd bi\u1ebft \u0111\u01b0\u1ee3c l\u1ee3i th\u1ebf c\u1ee7a b\u1ea1n c\u00f3 \u0111\u1ee7 \u0111\u1ec3 \u0111em l\u1ea1i doanh thu ho\u1eb7c c\u00f3 n\u00ean th\u00eam\/\u0111i\u1ec1u ch\u1ec9nh l\u1ea1i kh\u00f4ng. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 danh s\u00e1ch m\u1ed9t s\u1ed1 l\u1ee3i th\u1ebf c\u1ea1nh tranh m\u00e0 doanh nghi\u1ec7p n\u00ean tham kh\u1ea3o v\u00e0 \u0111\u00e1nh gi\u00e1 c\u00e1c \u0111i\u1ec3m kh\u00e1c bi\u1ec7t:<\/p>\n