{"id":13239,"date":"2025-11-01T08:55:34","date_gmt":"2025-11-01T01:55:34","guid":{"rendered":"https:\/\/base.vn\/blog\/?p=13239"},"modified":"2025-11-01T10:50:35","modified_gmt":"2025-11-01T03:50:35","slug":"ma-tran-ge","status":"publish","type":"post","link":"https:\/\/base.vn\/blog\/ma-tran-ge\/","title":{"rendered":"Ma tr\u1eadn GE l\u00e0 g\u00ec? B\u00ed quy\u1ebft ho\u1ea1ch \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c doanh nghi\u1ec7p"},"content":{"rendered":"\n<p>Trong h\u00e0nh tr\u00ecnh x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n doanh nghi\u1ec7p, vi\u1ec7c l\u1ef1a ch\u1ecdn chi\u1ebfn l\u01b0\u1ee3c kinh doanh \u0111\u00fang \u0111\u1eafn lu\u00f4n l\u00e0 y\u1ebfu t\u1ed1 then ch\u1ed1t quy\u1ebft \u0111\u1ecbnh s\u1ef1 th\u00e0nh c\u00f4ng hay th\u1ea5t b\u1ea1i.\u00a0<strong>Ma tr\u1eadn GE<\/strong>\u00a0(General Electric Matrix), c\u00f2n \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn v\u1edbi t\u00ean g\u1ecdi\u00a0<strong>GE Matrix<\/strong>\u00a0hay Ma tr\u1eadn McKinsey, l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 ph\u00e2n t\u00edch chi\u1ebfn l\u01b0\u1ee3c m\u1ea1nh m\u1ebd, gi\u00fap c\u00e1c t\u1ed5 ch\u1ee9c \u0111\u00e1nh gi\u00e1 v\u00e0 s\u1eafp x\u1ebfp c\u00e1c \u0111\u01a1n v\u1ecb kinh doanh chi\u1ebfn l\u01b0\u1ee3c (SBU) d\u1ef1a tr\u00ean m\u1ee9c \u0111\u1ed9 h\u1ea5p d\u1eabn c\u1ee7a th\u1ecb tr\u01b0\u1eddng v\u00e0 l\u1ee3i th\u1ebf c\u1ea1nh tranh n\u1ed9i t\u1ea1i.<\/p>\n\n\n\n<p>V\u1eady, b\u1ea3n ch\u1ea5t c\u1ee7a\u00a0<strong>ma tr\u1eadn GE<\/strong>\u00a0l\u00e0 g\u00ec v\u00e0 l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 \u1ee9ng d\u1ee5ng c\u00f4ng c\u1ee5 n\u00e0y m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 v\u00e0o th\u1ef1c ti\u1ec5n kinh doanh? B\u00e0i vi\u1ebft n\u00e0y c\u1ee7a <a href=\"https:\/\/base.vn\/?utm_source=blog&amp;utm_content=ma-tran-ge\" target=\"_blank\" rel=\"noreferrer noopener\">Base.vn<\/a> s\u1ebd cung c\u1ea5p m\u1ed9t c\u00e1i nh\u00ecn chuy\u00ean s\u00e2u v\u00e0 to\u00e0n di\u1ec7n v\u1ec1\u00a0<strong>ma tr\u1eadn GE<\/strong>, \u0111\u1ed3ng th\u1eddi h\u01b0\u1edbng d\u1eabn chi ti\u1ebft c\u00e1c b\u01b0\u1edbc tri\u1ec3n khai \u0111\u1ec3 gi\u00fap doanh nghi\u1ec7p c\u1ee7a b\u1ea1n \u0111\u01b0a ra nh\u1eefng quy\u1ebft \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c s\u00e1ng su\u1ed1t, t\u1ed1i \u01b0u h\u00f3a ngu\u1ed3n l\u1ef1c v\u00e0 khai th\u00e1c tri\u1ec7t \u0111\u1ec3 c\u00e1c c\u01a1 h\u1ed9i ph\u00e1t tri\u1ec3n.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-1-ma-tr\u1eadn-ge-la-gi\">1. Ma tr\u1eadn GE l\u00e0 g\u00ec?<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-1-khai-ni\u1ec7m\">1.1 Kh\u00e1i ni\u1ec7m<\/h3>\n\n\n\n<p><strong>Ma tr\u1eadn GE<\/strong>, t\u00ean \u0111\u1ea7y \u0111\u1ee7 l\u00e0 General Electric Matrix, th\u01b0\u1eddng \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0\u00a0<strong>Ma tr\u1eadn GE-McKinsey<\/strong>\u00a0ho\u1eb7c\u00a0<strong>GE Matrix<\/strong>. \u0110\u00e2y l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 ph\u00e2n t\u00edch chi\u1ebfn l\u01b0\u1ee3c \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n v\u00e0o nh\u1eefng n\u0103m 1970 b\u1edfi t\u1eadp \u0111o\u00e0n t\u01b0 v\u1ea5n <a href=\"https:\/\/en.wikipedia.org\/wiki\/McKinsey_%26_Company\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">McKinsey &amp; Company<\/a> cho General Electric (GE), nh\u1eb1m h\u1ed7 tr\u1ee3 GE trong vi\u1ec7c \u0111\u00e1nh gi\u00e1 v\u00e0 qu\u1ea3n l\u00fd danh m\u1ee5c \u0111\u1ea7u t\u01b0 \u0111a d\u1ea1ng c\u1ee7a m\u00ecnh.\u00a0<strong>Ma tr\u1eadn GE<\/strong>\u00a0gi\u00fap doanh nghi\u1ec7p \u0111\u00e1nh gi\u00e1 v\u00e0 so s\u00e1nh c\u00e1c \u0111\u01a1n v\u1ecb kinh doanh chi\u1ebfn l\u01b0\u1ee3c (SBU) d\u1ef1a tr\u00ean hai ti\u00eau ch\u00ed ch\u00ednh sau:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>V\u1ecb th\u1ebf c\u1ea1nh tranh c\u1ee7a doanh nghi\u1ec7p (Business Strength\/Competitive Position):<\/strong>\u00a0Ti\u00eau ch\u00ed n\u00e0y \u0111\u00e1nh gi\u00e1 n\u0103ng l\u1ef1c n\u1ed9i t\u1ea1i v\u00e0 kh\u1ea3 n\u0103ng c\u1ea1nh tranh c\u1ee7a doanh nghi\u1ec7p trong ng\u00e0nh. C\u00e1c y\u1ebfu t\u1ed1 quan tr\u1ecdng bao g\u1ed3m th\u1ecb ph\u1ea7n, l\u1ee3i th\u1ebf c\u1ea1nh tranh kh\u00e1c bi\u1ec7t, ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5, n\u0103ng l\u1ef1c t\u00e0i ch\u00ednh, kh\u1ea3 n\u0103ng nghi\u00ean c\u1ee9u &amp; ph\u00e1t tri\u1ec3n (R&amp;D) v\u00e0 ch\u1ea5t l\u01b0\u1ee3ng \u0111\u1ed9i ng\u0169 qu\u1ea3n l\u00fd.<\/li>\n\n\n\n<li><strong>S\u1ee9c h\u1ea5p d\u1eabn c\u1ee7a ng\u00e0nh (Industry Attractiveness):<\/strong>\u00a0Ti\u00eau ch\u00ed n\u00e0y \u0111o l\u01b0\u1eddng m\u1ee9c \u0111\u1ed9 h\u1ea5p d\u1eabn t\u1ed5ng th\u1ec3 c\u1ee7a ng\u00e0nh m\u00e0 doanh nghi\u1ec7p \u0111ang ho\u1ea1t \u0111\u1ed9ng. C\u00e1c y\u1ebfu t\u1ed1 xem x\u00e9t bao g\u1ed3m t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng th\u1ecb tr\u01b0\u1eddng, quy m\u00f4 th\u1ecb tr\u01b0\u1eddng, kh\u1ea3 n\u0103ng sinh l\u1eddi, c\u01b0\u1eddng \u0111\u1ed9 c\u1ea1nh tranh, r\u00e0o c\u1ea3n gia nh\u1eadp v\u00e0 xu h\u01b0\u1edbng ph\u00e1t tri\u1ec3n chung c\u1ee7a ng\u00e0nh.<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/base.vn\/wp-content\/uploads\/2024\/11\/ma-tran-ge-la-gi-1024x576.webp\" alt=\"Ma tr\u1eadn GE l\u00e0 g\u00ec?\" class=\"wp-image-13249\" srcset=\"https:\/\/base.vn\/wp-content\/uploads\/2024\/11\/ma-tran-ge-la-gi-1024x576.webp 1024w, https:\/\/base.vn\/wp-content\/uploads\/2024\/11\/ma-tran-ge-la-gi-300x169.webp 300w, https:\/\/base.vn\/wp-content\/uploads\/2024\/11\/ma-tran-ge-la-gi-768x432.webp 768w, https:\/\/base.vn\/wp-content\/uploads\/2024\/11\/ma-tran-ge-la-gi-1536x864.webp 1536w, https:\/\/base.vn\/wp-content\/uploads\/2024\/11\/ma-tran-ge-la-gi.webp 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><em>Ma tr\u1eadn GE l\u00e0 g\u00ec?<\/em><\/figcaption><\/figure><\/div>\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-2-cac-y\u1ebfu-t\u1ed1-c\u1ee7a-ma-tr\u1eadn-ge-la-gi\">2.2 C\u00e1c y\u1ebfu t\u1ed1 c\u1ee7a ma tr\u1eadn GE l\u00e0 g\u00ec?<\/h3>\n\n\n\n<p>D\u1ef1a tr\u00ean hai ti\u00eau ch\u00ed c\u1ed1t l\u00f5i \u0111\u00e3 n\u00eau \u2013 s\u1ee9c h\u1ea5p d\u1eabn c\u1ee7a ng\u00e0nh v\u00e0 v\u1ecb th\u1ebf c\u1ea1nh tranh c\u1ee7a doanh nghi\u1ec7p \u2013 ch\u00fang ta c\u00f3 th\u1ec3 ph\u00e2n chia c\u00e1c y\u1ebfu t\u1ed1 c\u1ee5 th\u1ec3 c\u1ee7a&nbsp;<strong>ma tr\u1eadn GE<\/strong>&nbsp;(hay&nbsp;<strong>gematrix<\/strong>) th\u00e0nh hai nh\u00f3m ch\u00ednh \u0111\u1ec3 ph\u00e2n t\u00edch:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">S\u1ee9c h\u1ea5p d\u1eabn c\u1ee7a ng\u00e0nh (Industry Attractiveness)<\/h4>\n\n\n\n<p>\u0110\u1ec3 \u0111\u00e1nh gi\u00e1 kh\u00e1ch quan s\u1ee9c h\u1ea5p d\u1eabn c\u1ee7a m\u1ed9t ng\u00e0nh, c\u00e1c ti\u00eau ch\u00ed quan tr\u1ecdng th\u01b0\u1eddng \u0111\u01b0\u1ee3c xem x\u00e9t bao g\u1ed3m:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Quy m\u00f4 th\u1ecb tr\u01b0\u1eddng:<\/strong>\u00a0M\u1ee9c \u0111\u1ed9 l\u1edbn c\u1ee7a th\u1ecb tr\u01b0\u1eddng hi\u1ec7n t\u1ea1i v\u00e0 ti\u1ec1m n\u0103ng m\u1edf r\u1ed9ng trong t\u01b0\u01a1ng lai.<\/li>\n\n\n\n<li><strong>T\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng c\u1ee7a th\u1ecb tr\u01b0\u1eddng:<\/strong>\u00a0T\u1ef7 l\u1ec7 t\u0103ng tr\u01b0\u1edfng l\u1ecbch s\u1eed v\u00e0 d\u1ef1 b\u00e1o t\u0103ng tr\u01b0\u1edfng trong t\u01b0\u01a1ng lai, cho th\u1ea5y ti\u1ec1m n\u0103ng sinh l\u1eddi.<\/li>\n\n\n\n<li><strong>L\u1ee3i nhu\u1eadn c\u1ee7a ng\u00e0nh:<\/strong>\u00a0Kh\u1ea3 n\u0103ng sinh l\u1eddi t\u1ed5ng th\u1ec3 v\u00e0 bi\u00ean l\u1ee3i nhu\u1eadn trung b\u00ecnh c\u1ee7a c\u00e1c doanh nghi\u1ec7p trong ng\u00e0nh.<\/li>\n\n\n\n<li><strong>C\u01b0\u1eddng \u0111\u1ed9 c\u1ea1nh tranh:<\/strong>\u00a0M\u1ee9c \u0111\u1ed9 c\u1ea1nh tranh gi\u1eefa c\u00e1c \u0111\u1ed1i th\u1ee7 hi\u1ec7n c\u00f3, s\u1ed1 l\u01b0\u1ee3ng \u0111\u1ed1i th\u1ee7, v\u00e0 r\u00e0o c\u1ea3n gia nh\u1eadp th\u1ecb tr\u01b0\u1eddng \u0111\u1ed1i v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 m\u1edbi.<\/li>\n\n\n\n<li><strong>T\u00ednh \u1ed5n \u0111\u1ecbnh v\u1ec1 kinh t\u1ebf v\u00e0 ch\u00ednh tr\u1ecb:<\/strong>\u00a0\u1ea2nh h\u01b0\u1edfng c\u1ee7a c\u00e1c y\u1ebfu t\u1ed1 v\u0129 m\u00f4 nh\u01b0 \u1ed5n \u0111\u1ecbnh kinh t\u1ebf, ch\u00ednh s\u00e1ch ph\u00e1p lu\u1eadt v\u00e0 m\u00f4i tr\u01b0\u1eddng ch\u00ednh tr\u1ecb \u0111\u1ebfn ho\u1ea1t \u0111\u1ed9ng c\u1ee7a ng\u00e0nh.<\/li>\n\n\n\n<li><strong>R\u00e0o c\u1ea3n gia nh\u1eadp\/tho\u00e1i lui:<\/strong>\u00a0M\u1ee9c \u0111\u1ed9 kh\u00f3 kh\u0103n khi tham gia ho\u1eb7c r\u1eddi kh\u1ecfi ng\u00e0nh.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">V\u1ecb th\u1ebf c\u1ea1nh tranh c\u1ee7a doanh nghi\u1ec7p (Business Strength \/ Competitive Position)<\/h4>\n\n\n\n<p>Y\u1ebfu t\u1ed1 n\u00e0y t\u1eadp trung v\u00e0o vi\u1ec7c \u0111\u00e1nh gi\u00e1 n\u0103ng l\u1ef1c v\u00e0 hi\u1ec7u qu\u1ea3 c\u1ee7a ch\u00ednh doanh nghi\u1ec7p trong vi\u1ec7c c\u1ea1nh tranh tr\u00ean th\u1ecb tr\u01b0\u1eddng, th\u00f4ng qua c\u00e1c kh\u00eda c\u1ea1nh:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i:<\/strong>\u00a0So s\u00e1nh th\u1ecb ph\u1ea7n c\u1ee7a doanh nghi\u1ec7p v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 ch\u00ednh trong ng\u00e0nh.<\/li>\n\n\n\n<li><strong>L\u1ee3i th\u1ebf c\u1ea1nh tranh b\u1ec1n v\u1eefng:<\/strong>\u00a0Nh\u1eefng \u0111i\u1ec3m m\u1ea1nh \u0111\u1ed9c \u0111\u00e1o v\u00e0 kh\u00f3 sao ch\u00e9p nh\u01b0 ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m v\u01b0\u1ee3t tr\u1ed9i, c\u00f4ng ngh\u1ec7 \u0111\u1ed9c quy\u1ec1n, chi ph\u00ed s\u1ea3n xu\u1ea5t th\u1ea5p, ho\u1eb7c m\u1ea1ng l\u01b0\u1edbi ph\u00e2n ph\u1ed1i r\u1ed9ng kh\u1eafp.<\/li>\n\n\n\n<li><strong>Kh\u1ea3 n\u0103ng t\u00e0i ch\u00ednh:<\/strong>\u00a0Ngu\u1ed3n l\u1ef1c t\u00e0i ch\u00ednh hi\u1ec7n c\u00f3 v\u00e0 kh\u1ea3 n\u0103ng huy \u0111\u1ed9ng v\u1ed1n \u0111\u1ec3 \u0111\u1ea7u t\u01b0 v\u00e0o ph\u00e1t tri\u1ec3n ho\u1eb7c \u1ee9ng ph\u00f3 v\u1edbi th\u00e1ch th\u1ee9c.<\/li>\n\n\n\n<li><strong>Ch\u1ea5t l\u01b0\u1ee3ng \u0111\u1ed9i ng\u0169 qu\u1ea3n l\u00fd:<\/strong>\u00a0Kinh nghi\u1ec7m, n\u0103ng l\u1ef1c l\u00e3nh \u0111\u1ea1o, t\u1ea7m nh\u00ecn chi\u1ebfn l\u01b0\u1ee3c v\u00e0 kh\u1ea3 n\u0103ng th\u1ef1c thi c\u1ee7a ban l\u00e3nh \u0111\u1ea1o c\u1ea5p cao.<\/li>\n\n\n\n<li><strong>Kh\u1ea3 n\u0103ng nghi\u00ean c\u1ee9u v\u00e0 ph\u00e1t tri\u1ec3n (R&amp;D):<\/strong>\u00a0N\u0103ng l\u1ef1c \u0111\u1ed5i m\u1edbi, ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 m\u1edbi, v\u00e0 th\u00edch \u1ee9ng v\u1edbi xu h\u01b0\u1edbng c\u00f4ng ngh\u1ec7.<\/li>\n\n\n\n<li><strong>Uy t\u00edn th\u01b0\u01a1ng hi\u1ec7u v\u00e0 l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng:<\/strong>\u00a0M\u1ee9c \u0111\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u v\u00e0 s\u1ef1 g\u1eafn b\u00f3 c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p.<\/li>\n<\/ul>\n\n\n\n<p class=\"has-background\" style=\"background-color:#ebf6fd\"><strong>\u0110\u1ecdc th\u00eam:<\/strong> <a href=\"https:\/\/base.vn\/blog\/ma-tran-bcg\/\" target=\"_blank\" rel=\"noreferrer noopener\">Ma tr\u1eadn BCG l\u00e0 g\u00ec? C\u00e1ch v\u1ebd ma tr\u1eadn BCG v\u00e0 v\u00ed d\u1ee5 ph\u00e2n t\u00edch<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-2-l\u1ee3i-ich-khi-doanh-nghi\u1ec7p-\u1ee9ng-d\u1ee5ng-ma-tr\u1eadn-ge\">2. L\u1ee3i \u00edch khi doanh nghi\u1ec7p \u1ee9ng d\u1ee5ng ma tr\u1eadn GE<\/h2>\n\n\n\n<p>Vi\u1ec7c \u1ee9ng d\u1ee5ng&nbsp;<strong>Ma tr\u1eadn GE<\/strong>&nbsp;(<strong>GE Matrix<\/strong>) mang l\u1ea1i nhi\u1ec1u l\u1ee3i \u00edch chi\u1ebfn l\u01b0\u1ee3c v\u00e0 th\u1ef1c ti\u1ec5n, cung c\u1ea5p cho doanh nghi\u1ec7p m\u1ed9t b\u1ee9c tranh to\u00e0n c\u1ea3nh, \u0111a chi\u1ec1u v\u1ec1 v\u1ecb th\u1ebf c\u1ea1nh tranh c\u1ee7a c\u00e1c \u0111\u01a1n v\u1ecb kinh doanh (SBU) trong t\u1eebng th\u1ecb tr\u01b0\u1eddng c\u1ee5 th\u1ec3. C\u1ee5 th\u1ec3:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Cung c\u1ea5p c\u00e1i nh\u00ecn to\u00e0n di\u1ec7n:<\/strong>\u00a0Ma tr\u1eadn GE\u00a0gi\u00fap ban l\u00e3nh \u0111\u1ea1o c\u00f3 c\u00e1i nh\u00ecn t\u1ed5ng th\u1ec3 v\u1ec1 m\u00f4i tr\u01b0\u1eddng kinh doanh, \u0111\u00e1nh gi\u00e1 \u0111\u1ed3ng th\u1eddi v\u1ecb th\u1ebf c\u1ea1nh tranh c\u1ee7a doanh nghi\u1ec7p v\u00e0 s\u1ee9c h\u1ea5p d\u1eabn c\u1ee7a ng\u00e0nh. \u0110i\u1ec1u n\u00e0y h\u1ed7 tr\u1ee3 vi\u1ec7c x\u00e1c \u0111\u1ecbnh c\u01a1 h\u1ed9i, r\u1ee7i ro v\u00e0 x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ea7u t\u01b0, t\u0103ng tr\u01b0\u1edfng hi\u1ec7u qu\u1ea3 nh\u1ea5t.<\/li>\n\n\n\n<li><strong>T\u1ed1i \u01b0u h\u00f3a ph\u00e2n b\u1ed5 ngu\u1ed3n l\u1ef1c:<\/strong>\u00a0B\u1eb1ng c\u00e1ch x\u00e1c \u0111\u1ecbnh r\u00f5 v\u1ecb th\u1ebf c\u1ee7a t\u1eebng SBU,\u00a0ma tr\u1eadn GE\u00a0cho ph\u00e9p doanh nghi\u1ec7p ph\u00e2n b\u1ed5 ngu\u1ed3n l\u1ef1c (t\u00e0i ch\u00ednh, nh\u00e2n l\u1ef1c, c\u00f4ng ngh\u1ec7) m\u1ed9t c\u00e1ch h\u1ee3p l\u00fd v\u00e0 hi\u1ec7u qu\u1ea3, t\u1eadp trung v\u00e0o c\u00e1c l\u0129nh v\u1ef1c c\u00f3 ti\u1ec1m n\u0103ng sinh l\u1eddi cao nh\u1ea5t.<\/li>\n\n\n\n<li><strong>H\u1ed7 tr\u1ee3 quy\u1ebft \u0111\u1ecbnh \u0111\u1ea7u t\u01b0 v\u00e0 tho\u00e1i v\u1ed1n:<\/strong>\u00a0C\u00f4ng c\u1ee5 n\u00e0y gi\u00fap nh\u1eadn di\u1ec7n r\u00f5 r\u00e0ng c\u00e1c l\u0129nh v\u1ef1c n\u00ean \u0111\u1ea7u t\u01b0 m\u1ea1nh \u0111\u1ec3 ph\u00e1t tri\u1ec3n, c\u00e1c l\u0129nh v\u1ef1c c\u1ea7n duy tr\u00ec, v\u00e0 nh\u1eefng l\u0129nh v\u1ef1c k\u00e9m hi\u1ec7u qu\u1ea3 c\u1ea7n c\u1eaft gi\u1ea3m ho\u1eb7c tho\u00e1i v\u1ed1n. \u0110i\u1ec1u n\u00e0y t\u1ed1i \u0111a h\u00f3a hi\u1ec7u qu\u1ea3 s\u1eed d\u1ee5ng v\u1ed1n v\u00e0 gi\u1ea3m thi\u1ec3u r\u1ee7i ro.<\/li>\n\n\n\n<li><strong>\u0110\u1ecbnh h\u01b0\u1edbng ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng:<\/strong>\u00a0\u1ee8ng d\u1ee5ng\u00a0Ma tr\u1eadn GE\u00a0kh\u00f4ng ch\u1ec9 gi\u00fap doanh nghi\u1ec7p t\u1eadp trung v\u00e0o m\u1ee5c ti\u00eau t\u0103ng tr\u01b0\u1edfng ng\u1eafn h\u1ea1n m\u00e0 c\u00f2n \u0111\u1ecbnh h\u01b0\u1edbng ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng, b\u1eb1ng c\u00e1ch \u0111\u1ea7u t\u01b0 chi\u1ebfn l\u01b0\u1ee3c v\u00e0o c\u00e1c ng\u00e0nh c\u00f3 ti\u1ec1m n\u0103ng l\u00e2u d\u00e0i v\u00e0 ph\u00f9 h\u1ee3p v\u1edbi n\u0103ng l\u1ef1c c\u1ed1t l\u00f5i c\u1ee7a m\u00ecnh.<\/li>\n\n\n\n<li><strong>Qu\u1ea3n l\u00fd r\u1ee7i ro kinh doanh:<\/strong>\u00a0C\u00f4ng c\u1ee5 n\u00e0y h\u1ed7 tr\u1ee3 \u0111\u00e1nh gi\u00e1 r\u1ee7i ro b\u1eb1ng c\u00e1ch ph\u00e2n t\u00edch t\u01b0\u01a1ng quan gi\u1eefa s\u1ee9c h\u1ea5p d\u1eabn th\u1ecb tr\u01b0\u1eddng v\u00e0 v\u1ecb th\u1ebf c\u1ea1nh tranh, t\u1eeb \u0111\u00f3 gi\u00fap doanh nghi\u1ec7p nh\u1eadn di\u1ec7n c\u00e1c l\u0129nh v\u1ef1c c\u00f3 r\u1ee7i ro cao v\u00e0 \u0111\u01b0a ra bi\u1ec7n ph\u00e1p \u1ee9ng ph\u00f3 k\u1ecbp th\u1eddi.<\/li>\n\n\n\n<li><strong>X\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m:<\/strong>\u00a0Ma tr\u1eadn GE\u00a0gi\u00fap ph\u00e2n lo\u1ea1i s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 d\u1ef1a tr\u00ean v\u1ecb th\u1ebf c\u1ea1nh tranh v\u00e0 s\u1ee9c h\u1ea5p d\u1eabn th\u1ecb tr\u01b0\u1eddng, t\u1eeb \u0111\u00f3 x\u00e2y d\u1ef1ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ph\u00f9 h\u1ee3p, bao g\u1ed3m \u0111\u1ea7u t\u01b0 v\u00e0o s\u1ea3n ph\u1ea9m ch\u1ee7 l\u1ef1c, ng\u1eebng s\u1ea3n xu\u1ea5t ho\u1eb7c t\u00e1i c\u01a1 c\u1ea5u s\u1ea3n ph\u1ea9m k\u00e9m hi\u1ec7u qu\u1ea3.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-3-c\u1ea5u-truc-c\u1ee7a-ma-tr\u1eadn-ge\">3. C\u1ea5u tr\u00fac c\u1ee7a ma tr\u1eadn GE<\/h2>\n\n\n\n<p><strong>Ma tr\u1eadn GE<\/strong>\u00a0(hay\u00a0<strong>GE Matrix<\/strong>) \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf d\u01b0\u1edbi d\u1ea1ng l\u01b0\u1edbi 3&#215;3, t\u1ea1o th\u00e0nh t\u1ed5ng c\u1ed9ng 9 \u00f4, bi\u1ec3u th\u1ecb s\u1ef1 k\u1ebft h\u1ee3p gi\u1eefa hai y\u1ebfu t\u1ed1 ch\u00ednh: s\u1ee9c h\u1ea5p d\u1eabn c\u1ee7a ng\u00e0nh v\u00e0 v\u1ecb th\u1ebf c\u1ea1nh tranh c\u1ee7a doanh nghi\u1ec7p. \u0110\u00e2y l\u00e0 c\u1ea5u t\u1ea1o chi ti\u1ebft c\u1ee7a ma tr\u1eadn n\u00e0y:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-1-tr\u1ee5c-tung-th\u1ec3-hi\u1ec7n-s\u1ef1-h\u1ea5p-d\u1eabn-c\u1ee7a-nganh\">3.1 Tr\u1ee5c tung th\u1ec3 hi\u1ec7n s\u1ef1 h\u1ea5p d\u1eabn c\u1ee7a ng\u00e0nh<\/h3>\n\n\n\n<p>Tr\u1ee5c tung c\u1ee7a&nbsp;<strong>Ma tr\u1eadn GE<\/strong>&nbsp;\u0111\u1ea1i di\u1ec7n cho m\u1ee9c \u0111\u1ed9 h\u1ea5p d\u1eabn c\u1ee7a ng\u00e0nh, \u0111\u01b0\u1ee3c ph\u00e2n chia th\u00e0nh ba c\u1ea5p \u0111\u1ed9 r\u00f5 r\u00e0ng:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Cao (High):<\/strong>\u00a0Ng\u00e0nh c\u00f3 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng nhanh, quy m\u00f4 th\u1ecb tr\u01b0\u1eddng l\u1edbn, l\u1ee3i nhu\u1eadn cao v\u00e0 nhi\u1ec1u c\u01a1 h\u1ed9i ph\u00e1t tri\u1ec3n.<\/li>\n\n\n\n<li><strong>Trung b\u00ecnh (Medium):<\/strong>\u00a0Ng\u00e0nh c\u00f3 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng \u1ed5n \u0111\u1ecbnh, c\u01a1 h\u1ed9i v\u00e0 r\u1ee7i ro c\u00e2n b\u1eb1ng.<\/li>\n\n\n\n<li><strong>Th\u1ea5p (Low):<\/strong>\u00a0Ng\u00e0nh ch\u1eadm t\u0103ng tr\u01b0\u1edfng, quy m\u00f4 th\u1ecb tr\u01b0\u1eddng nh\u1ecf, c\u1ea1nh tranh cao v\u00e0 l\u1ee3i nhu\u1eadn th\u1ea5p ho\u1eb7c r\u1ee7i ro l\u1edbn.<\/li>\n<\/ul>\n\n\n\n<p>Y\u1ebfu t\u1ed1 n\u00e0y \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 d\u1ef1a tr\u00ean c\u00e1c kh\u00eda c\u1ea1nh nh\u01b0 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng, quy m\u00f4 th\u1ecb tr\u01b0\u1eddng, l\u1ee3i nhu\u1eadn trung b\u00ecnh c\u1ee7a ng\u00e0nh, c\u01b0\u1eddng \u0111\u1ed9 c\u1ea1nh tranh v\u00e0 m\u1ee9c \u0111\u1ed9 r\u1ee7i ro ti\u1ec1m \u1ea9n.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"662\" src=\"https:\/\/base.vn\/wp-content\/uploads\/2024\/11\/truc-tung-ma-tran-ge-1024x662.webp\" alt=\"Tr\u1ee5c tung ma tr\u1eadn GE\" class=\"wp-image-13257\" srcset=\"https:\/\/base.vn\/wp-content\/uploads\/2024\/11\/truc-tung-ma-tran-ge-1024x662.webp 1024w, https:\/\/base.vn\/wp-content\/uploads\/2024\/11\/truc-tung-ma-tran-ge-300x194.webp 300w, https:\/\/base.vn\/wp-content\/uploads\/2024\/11\/truc-tung-ma-tran-ge-768x497.webp 768w, https:\/\/base.vn\/wp-content\/uploads\/2024\/11\/truc-tung-ma-tran-ge-1536x994.webp 1536w, https:\/\/base.vn\/wp-content\/uploads\/2024\/11\/truc-tung-ma-tran-ge.webp 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-2-tr\u1ee5c-hoanh-th\u1ec3-hi\u1ec7n-s\u1ee9c-m\u1ea1nh-c\u1ea1nh-tranh-c\u1ee7a-doanh-nghi\u1ec7p\">3.2 Tr\u1ee5c ho\u00e0nh th\u1ec3 hi\u1ec7n s\u1ee9c m\u1ea1nh c\u1ea1nh tranh c\u1ee7a doanh nghi\u1ec7p<\/h3>\n\n\n\n<p>Tr\u1ee5c ho\u00e0nh c\u1ee7a\u00a0Ma tr\u1eadn GE\u00a0th\u1ec3 hi\u1ec7n m\u1ee9c \u0111\u1ed9 m\u1ea1nh y\u1ebfu c\u1ee7a doanh nghi\u1ec7p trong ng\u00e0nh, c\u0169ng \u0111\u01b0\u1ee3c ph\u00e2n chia th\u00e0nh ba c\u1ea5p \u0111\u1ed9:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>M\u1ea1nh (Strong):<\/strong>\u00a0Doanh nghi\u1ec7p c\u00f3 v\u1ecb th\u1ebf d\u1eabn \u0111\u1ea7u v\u1edbi th\u1ecb ph\u1ea7n l\u1edbn, l\u1ee3i th\u1ebf c\u1ea1nh tranh r\u00f5 r\u1ec7t, kh\u1ea3 n\u0103ng t\u00e0i ch\u00ednh v\u1eefng m\u1ea1nh v\u00e0 n\u0103ng l\u1ef1c \u0111\u1ed5i m\u1edbi cao.<\/li>\n\n\n\n<li><strong>Trung b\u00ecnh (Medium):<\/strong>\u00a0Doanh nghi\u1ec7p c\u00f3 v\u1ecb th\u1ebf c\u1ea1nh tranh \u1ed5n \u0111\u1ecbnh, nh\u01b0ng c\u1ea7n c\u1ea3i thi\u1ec7n \u0111\u1ec3 b\u1ee9t ph\u00e1.<\/li>\n\n\n\n<li><strong>Y\u1ebfu (Weak):<\/strong>\u00a0Doanh nghi\u1ec7p c\u00f3 th\u1ecb ph\u1ea7n nh\u1ecf, l\u1ee3i th\u1ebf c\u1ea1nh tranh h\u1ea1n ch\u1ebf, ho\u1eb7c g\u1eb7p kh\u00f3 kh\u0103n v\u1ec1 t\u00e0i ch\u00ednh v\u00e0 n\u0103ng l\u1ef1c qu\u1ea3n l\u00fd.<\/li>\n<\/ul>\n\n\n\n<p>Y\u1ebfu t\u1ed1 n\u00e0y \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 d\u1ef1a tr\u00ean c\u00e1c ti\u00eau ch\u00ed nh\u01b0 th\u1ecb ph\u1ea7n, kh\u1ea3 n\u0103ng t\u00e0i ch\u00ednh, ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m, m\u1ee9c \u0111\u1ed9 \u0111\u1ed5i m\u1edbi c\u00f4ng ngh\u1ec7, hi\u1ec7u qu\u1ea3 v\u1eadn h\u00e0nh v\u00e0 n\u0103ng l\u1ef1c qu\u1ea3n l\u00fd.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"662\" src=\"https:\/\/base.vn\/wp-content\/uploads\/2024\/11\/truc-hoanh-ma-tran-ge-1024x662.webp\" alt=\"Tr\u1ee5c ho\u00e0nh ma tr\u1eadn GE\" class=\"wp-image-13260\" srcset=\"https:\/\/base.vn\/wp-content\/uploads\/2024\/11\/truc-hoanh-ma-tran-ge-1024x662.webp 1024w, https:\/\/base.vn\/wp-content\/uploads\/2024\/11\/truc-hoanh-ma-tran-ge-300x194.webp 300w, https:\/\/base.vn\/wp-content\/uploads\/2024\/11\/truc-hoanh-ma-tran-ge-768x497.webp 768w, https:\/\/base.vn\/wp-content\/uploads\/2024\/11\/truc-hoanh-ma-tran-ge-1536x994.webp 1536w, https:\/\/base.vn\/wp-content\/uploads\/2024\/11\/truc-hoanh-ma-tran-ge.webp 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-3-9-o-c\u1ee7a-ma-tr\u1eadn-ge\">3.3 9 \u00f4 c\u1ee7a ma tr\u1eadn GE<\/h3>\n\n\n\n<p><strong>Ma tr\u1eadn GE<\/strong>&nbsp;(hay&nbsp;<strong>gematrix<\/strong>) bao g\u1ed3m 9 \u00f4, m\u1ed7i \u00f4 \u0111\u1ea1i di\u1ec7n cho m\u1ed9t k\u1ebft h\u1ee3p c\u1ee5 th\u1ec3 gi\u1eefa s\u1ee9c h\u1ea5p d\u1eabn c\u1ee7a ng\u00e0nh v\u00e0 v\u1ecb th\u1ebf c\u1ea1nh tranh c\u1ee7a doanh nghi\u1ec7p, t\u1eeb \u0111\u00f3 \u0111\u1ec1 xu\u1ea5t m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c h\u00e0nh \u0111\u1ed9ng ph\u00f9 h\u1ee3p.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u00d4 1 (Cao \u2013 M\u1ea1nh):<\/strong><br><em>Chi\u1ebfn l\u01b0\u1ee3c: \u0110\u1ea7u t\u01b0 v\u00e0 T\u0103ng tr\u01b0\u1edfng.<\/em>\u00a0Doanh nghi\u1ec7p c\u00f3 s\u1ee9c m\u1ea1nh v\u01b0\u1ee3t tr\u1ed9i trong ng\u00e0nh h\u1ea5p d\u1eabn. \u0110\u00e2y l\u00e0 c\u01a1 h\u1ed9i v\u00e0ng \u0111\u1ec3 t\u1eadp trung \u0111\u1ea7u t\u01b0 m\u1ea1nh m\u1ebd, m\u1edf r\u1ed9ng th\u1ecb ph\u1ea7n v\u00e0 th\u00fac \u0111\u1ea9y t\u0103ng tr\u01b0\u1edfng.<\/li>\n\n\n\n<li><strong>\u00d4 2 (Cao \u2013 Trung b\u00ecnh):<\/strong><br><em>Chi\u1ebfn l\u01b0\u1ee3c: Ph\u00e1t tri\u1ec3n c\u00f3 ch\u1ecdn l\u1ecdc.<\/em>\u00a0Ng\u00e0nh h\u1ea5p d\u1eabn nh\u01b0ng doanh nghi\u1ec7p c\u1ea7n c\u1ea3i thi\u1ec7n n\u0103ng l\u1ef1c c\u1ea1nh tranh \u0111\u1ec3 khai th\u00e1c t\u1ed1i \u0111a ti\u1ec1m n\u0103ng. C\u00e2n nh\u1eafc \u0111\u1ea7u t\u01b0 \u0111\u1ec3 n\u00e2ng cao v\u1ecb th\u1ebf.<\/li>\n\n\n\n<li><strong>\u00d4 3 (Cao \u2013 Y\u1ebfu):<\/strong><br><em>Chi\u1ebfn l\u01b0\u1ee3c: \u0110\u1ea7u t\u01b0 c\u00f3 ch\u1ecdn l\u1ecdc\/Nghi\u00ean c\u1ee9u.<\/em>\u00a0Ng\u00e0nh c\u00f3 s\u1ee9c h\u1ea5p d\u1eabn cao nh\u01b0ng doanh nghi\u1ec7p c\u00f2n y\u1ebfu. C\u1ea7n xem x\u00e9t \u0111\u1ea7u t\u01b0 c\u1ea9n tr\u1ecdng, t\u00ecm ki\u1ebfm \u0111\u1ed1i t\u00e1c chi\u1ebfn l\u01b0\u1ee3c ho\u1eb7c c\u1ea3i thi\u1ec7n n\u0103ng l\u1ef1c c\u1ed1t l\u00f5i \u0111\u1ec3 gia t\u0103ng s\u1ee9c m\u1ea1nh.<\/li>\n\n\n\n<li><strong>\u00d4 4 (Trung b\u00ecnh \u2013 M\u1ea1nh):<\/strong><br><em>Chi\u1ebfn l\u01b0\u1ee3c: Duy tr\u00ec v\u1ecb th\u1ebf.<\/em>\u00a0Doanh nghi\u1ec7p m\u1ea1nh trong ng\u00e0nh c\u00f3 s\u1ee9c h\u1ea5p d\u1eabn trung b\u00ecnh. N\u00ean ti\u1ebfp t\u1ee5c duy tr\u00ec v\u1ecb tr\u00ed, t\u1ed1i \u01b0u h\u00f3a hi\u1ec7u qu\u1ea3 ho\u1ea1t \u0111\u1ed9ng v\u00e0 t\u00ecm ki\u1ebfm c\u00e1c c\u01a1 h\u1ed9i t\u0103ng tr\u01b0\u1edfng c\u1ee5 th\u1ec3.<\/li>\n\n\n\n<li><strong>\u00d4 5 (Trung b\u00ecnh \u2013 Trung b\u00ecnh):<\/strong><br><em>Chi\u1ebfn l\u01b0\u1ee3c: Gi\u1eef nguy\u00ean hi\u1ec7n tr\u1ea1ng\/Xem x\u00e9t l\u1ea1i.<\/em>\u00a0V\u1ecb th\u1ebf v\u00e0 s\u1ee9c h\u1ea5p d\u1eabn c\u1ee7a ng\u00e0nh \u0111\u1ec1u \u1edf m\u1ee9c trung b\u00ecnh. Doanh nghi\u1ec7p c\u1ea7n \u0111\u00e1nh gi\u00e1 k\u1ef9 l\u01b0\u1ee1ng \u0111\u1ec3 quy\u1ebft \u0111\u1ecbnh \u0111\u1ea7u t\u01b0 duy tr\u00ec ho\u1eb7c xem x\u00e9t l\u1ea1i chi\u1ebfn l\u01b0\u1ee3c.<\/li>\n\n\n\n<li><strong>\u00d4 6 (Trung b\u00ecnh \u2013 Y\u1ebfu):<\/strong><br><em>Chi\u1ebfn l\u01b0\u1ee3c: Thu ho\u1ea1ch\/Tho\u00e1i v\u1ed1n d\u1ea7n.<\/em>\u00a0Ng\u00e0nh c\u00f3 s\u1ee9c h\u1ea5p d\u1eabn trung b\u00ecnh nh\u01b0ng doanh nghi\u1ec7p y\u1ebfu. Ch\u1ec9 n\u00ean \u0111\u1ea7u t\u01b0 duy tr\u00ec t\u1ed1i thi\u1ec3u ho\u1eb7c c\u00e2n nh\u1eafc thu h\u1ed3i v\u1ed1n d\u1ea7n.<\/li>\n\n\n\n<li><strong>\u00d4 7 (Th\u1ea5p \u2013 M\u1ea1nh):<\/strong><br><em>Chi\u1ebfn l\u01b0\u1ee3c: Thu ho\u1ea1ch t\u1ed1i \u0111a.<\/em>\u00a0Doanh nghi\u1ec7p m\u1ea1nh nh\u01b0ng ng\u00e0nh k\u00e9m h\u1ea5p d\u1eabn. N\u00ean t\u1eadp trung thu ho\u1ea1ch l\u1ee3i nhu\u1eadn ng\u1eafn h\u1ea1n, t\u1ed1i \u0111a h\u00f3a gi\u00e1 tr\u1ecb t\u1eeb ho\u1ea1t \u0111\u1ed9ng hi\u1ec7n c\u00f3 v\u00e0 h\u1ea1n ch\u1ebf \u0111\u1ea7u t\u01b0 m\u1edbi.<\/li>\n\n\n\n<li><strong>\u00d4 8 (Th\u1ea5p \u2013 Trung b\u00ecnh):<\/strong><br><em>Chi\u1ebfn l\u01b0\u1ee3c: R\u00fat v\u1ed1n\/Tho\u00e1i lui.<\/em>\u00a0Ng\u00e0nh k\u00e9m h\u1ea5p d\u1eabn v\u00e0 doanh nghi\u1ec7p \u1edf m\u1ee9c trung b\u00ecnh. C\u1ea7n xem x\u00e9t r\u00fat v\u1ed1n d\u1ea7n d\u1ea7n ho\u1eb7c tho\u00e1i lui kh\u1ecfi th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 t\u00e1i ph\u00e2n b\u1ed5 ngu\u1ed3n l\u1ef1c.<\/li>\n\n\n\n<li><strong>\u00d4 9 (Th\u1ea5p \u2013 Y\u1ebfu):<\/strong><br><em>Chi\u1ebfn l\u01b0\u1ee3c: Tho\u00e1i lui ho\u00e0n to\u00e0n.<\/em>\u00a0Ng\u00e0nh k\u00e9m h\u1ea5p d\u1eabn v\u00e0 doanh nghi\u1ec7p y\u1ebfu nh\u1ea5t. Chi\u1ebfn l\u01b0\u1ee3c t\u1ed1i \u01b0u l\u00e0 tho\u00e1i lui ho\u00e0n to\u00e0n kh\u1ecfi ng\u00e0nh \u0111\u1ec3 tr\u00e1nh thua l\u1ed7 v\u00e0 t\u1eadp trung v\u00e0o c\u00e1c l\u0129nh v\u1ef1c ti\u1ec1m n\u0103ng h\u01a1n.<\/li>\n<\/ul>\n\n\n\n<p class=\"has-background\" style=\"background-color:#ebf6fd\"><strong>\u0110\u1ecdc th\u00eam:<\/strong> <a href=\"https:\/\/base.vn\/blog\/ma-tran-cpm\/\" target=\"_blank\" rel=\"noreferrer noopener\">Ma tr\u1eadn CPM l\u00e0 g\u00ec? Kh\u00e1m ph\u00e1 \u1ee9ng d\u1ee5ng v\u00e0 hi\u1ec7u qu\u1ea3 th\u1ef1c ti\u1ec5n<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-4-\u01b0u-di\u1ec3m-va-h\u1ea1n-ch\u1ebf-khi-doanh-nghi\u1ec7p-s\u1eed-d\u1ee5ng-ma-tr\u1eadn-ge\">4. \u01afu \u0111i\u1ec3m v\u00e0 h\u1ea1n ch\u1ebf khi doanh nghi\u1ec7p s\u1eed d\u1ee5ng ma tr\u1eadn GE<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-1-\u01b0u-di\u1ec3m\">4.1 \u01afu \u0111i\u1ec3m<\/h3>\n\n\n\n<p>Vi\u1ec7c \u00e1p d\u1ee5ng&nbsp;<strong>Ma tr\u1eadn GE<\/strong>&nbsp;(hay&nbsp;<strong>GE Matrix<\/strong>) mang l\u1ea1i nhi\u1ec1u l\u1ee3i \u00edch \u0111\u00e1ng k\u1ec3 cho c\u00e1c nh\u00e0 qu\u1ea3n l\u00fd v\u00e0 doanh nghi\u1ec7p trong qu\u00e1 tr\u00ecnh ho\u1ea1ch \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c. M\u1ed9t s\u1ed1 \u01b0u \u0111i\u1ec3m n\u1ed5i b\u1eadt bao g\u1ed3m:<\/p>\n\n\n\n<p><strong>T\u00ednh linh ho\u1ea1t v\u00e0 to\u00e0n di\u1ec7n:<\/strong>\u00a0So v\u1edbi c\u00e1c c\u00f4ng c\u1ee5 \u0111\u01a1n gi\u1ea3n h\u01a1n,\u00a0ma tr\u1eadn GE\u00a0s\u1eed d\u1ee5ng nhi\u1ec1u ti\u00eau ch\u00ed \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 s\u1ee9c h\u1ea5p d\u1eabn ng\u00e0nh v\u00e0 v\u1ecb th\u1ebf c\u1ea1nh tranh, cho ph\u00e9p t\u00f9y ch\u1ec9nh linh ho\u1ea1t ph\u00f9 h\u1ee3p v\u1edbi \u0111\u1eb7c th\u00f9 c\u1ee7a t\u1eebng doanh nghi\u1ec7p v\u00e0 ng\u00e0nh ngh\u1ec1.<\/p>\n\n\n\n<p><strong>C\u00e1i nh\u00ecn t\u1ed5ng quan v\u00e0 s\u00e2u s\u1eafc:<\/strong>\u00a0Ma tr\u1eadn GE\u00a0cung c\u1ea5p m\u1ed9t b\u1ee9c tranh t\u1ed5ng th\u1ec3, \u0111a chi\u1ec1u v\u1ec1 m\u00f4i tr\u01b0\u1eddng kinh doanh. Nh\u1edd \u0111\u00f3, c\u00e1c nh\u00e0 l\u00e3nh \u0111\u1ea1o c\u00f3 th\u1ec3 \u0111\u00e1nh gi\u00e1 ch\u00ednh x\u00e1c v\u1ecb th\u1ebf c\u1ea1nh tranh c\u1ee7a doanh nghi\u1ec7p, s\u1ee9c h\u1ea5p d\u1eabn c\u1ee7a t\u1eebng ng\u00e0nh v\u00e0 x\u00e2y d\u1ef1ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ea7u t\u01b0, t\u0103ng tr\u01b0\u1edfng t\u1ed1i \u01b0u.<\/p>\n\n\n\n<p><strong>T\u1ed1i \u01b0u h\u00f3a ph\u00e2n b\u1ed5 ngu\u1ed3n l\u1ef1c:<\/strong>\u00a0C\u00f4ng c\u1ee5 n\u00e0y gi\u00fap doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh r\u00f5 v\u1ecb th\u1ebf c\u1ee7a t\u1eebng \u0111\u01a1n v\u1ecb kinh doanh chi\u1ebfn l\u01b0\u1ee3c (SBU), t\u1eeb \u0111\u00f3 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh ph\u00e2n b\u1ed5 ngu\u1ed3n l\u1ef1c (t\u00e0i ch\u00ednh, nh\u00e2n s\u1ef1, c\u00f4ng ngh\u1ec7) m\u1ed9t c\u00e1ch h\u1ee3p l\u00fd, \u0111\u1ea3m b\u1ea3o t\u1ed1i \u01b0u hi\u1ec7u qu\u1ea3 v\u00e0 t\u0103ng c\u01b0\u1eddng n\u0103ng l\u1ef1c c\u1ea1nh tranh.<\/p>\n\n\n\n<p><strong>H\u1ed7 tr\u1ee3 quy\u1ebft \u0111\u1ecbnh \u0111\u1ea7u t\u01b0 chi\u1ebfn l\u01b0\u1ee3c:<\/strong>\u00a0Th\u00f4ng qua\u00a0ma tr\u1eadn GE, doanh nghi\u1ec7p d\u1ec5 d\u00e0ng x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c c\u00e1c l\u0129nh v\u1ef1c n\u00ean \u01b0u ti\u00ean \u0111\u1ea7u t\u01b0, c\u00e1c l\u0129nh v\u1ef1c c\u1ea7n duy tr\u00ec, ho\u1eb7c nh\u1eefng l\u0129nh v\u1ef1c c\u1ea7n c\u1eaft gi\u1ea3m\/tho\u00e1i v\u1ed1n. \u0110i\u1ec1u n\u00e0y gi\u00fap t\u1ed1i \u0111a h\u00f3a ngu\u1ed3n l\u1ef1c \u0111\u1ec3 t\u1eadp trung v\u00e0o nh\u1eefng c\u01a1 h\u1ed9i mang l\u1ea1i t\u0103ng tr\u01b0\u1edfng \u0111\u1ed9t ph\u00e1 v\u00e0 l\u1ee3i nhu\u1eadn cao.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-2-h\u1ea1n-ch\u1ebf\">4.2 H\u1ea1n ch\u1ebf<\/h3>\n\n\n\n<p>M\u1eb7c d\u00f9 mang l\u1ea1i nhi\u1ec1u l\u1ee3i \u00edch,&nbsp;<strong>ma tr\u1eadn GE<\/strong>&nbsp;(hay&nbsp;<strong>GE Matrix<\/strong>) c\u0169ng t\u1ed3n t\u1ea1i m\u1ed9t s\u1ed1 h\u1ea1n ch\u1ebf m\u00e0 doanh nghi\u1ec7p c\u1ea7n l\u01b0u \u00fd khi \u00e1p d\u1ee5ng:<\/p>\n\n\n\n<p><strong>\u0110\u00e1nh gi\u00e1 t\u0129nh:<\/strong>\u00a0Ma tr\u1eadn GE\u00a0th\u01b0\u1eddng ch\u1ec9 ph\u1ea3n \u00e1nh t\u00ecnh h\u00ecnh t\u1ea1i m\u1ed9t th\u1eddi \u0111i\u1ec3m nh\u1ea5t \u0111\u1ecbnh, kh\u00f4ng d\u1ec5 d\u00e0ng c\u1eadp nh\u1eadt li\u00ean t\u1ee5c v\u1edbi s\u1ef1 bi\u1ebfn \u0111\u1ed9ng nhanh ch\u00f3ng c\u1ee7a th\u1ecb tr\u01b0\u1eddng.<\/p>\n\n\n\n<p><strong>\u0110\u1ed9 ph\u1ee9c t\u1ea1p v\u00e0 kh\u00f3 kh\u0103n trong th\u1ef1c hi\u1ec7n:<\/strong>\u00a0Vi\u1ec7c \u0111\u00e1nh gi\u00e1 nhi\u1ec1u y\u1ebfu t\u1ed1 \u0111\u1ecbnh t\u00ednh v\u00e0 \u0111\u1ecbnh l\u01b0\u1ee3ng cho c\u1ea3 s\u1ee9c h\u1ea5p d\u1eabn c\u1ee7a ng\u00e0nh v\u00e0 v\u1ecb th\u1ebf c\u1ea1nh tranh \u0111\u00f2i h\u1ecfi s\u1ef1 ph\u00e2n t\u00edch chuy\u00ean s\u00e2u, d\u1eabn \u0111\u1ebfn kh\u00f3 kh\u0103n trong vi\u1ec7c x\u00e1c \u0111\u1ecbnh c\u00e1c ch\u1ec9 s\u1ed1 \u0111o l\u01b0\u1eddng ch\u00ednh x\u00e1c.<\/p>\n\n\n\n<p><strong>T\u00ednh ch\u1ee7 quan v\u00e0 thi\u1ebfu ch\u00ednh x\u00e1c:<\/strong>\u00a0Do ph\u1ee5 thu\u1ed9c nhi\u1ec1u v\u00e0o c\u00e1c y\u1ebfu t\u1ed1 \u0111\u1ecbnh t\u00ednh v\u00e0 ph\u00e1n \u0111o\u00e1n c\u1ee7a chuy\u00ean gia, k\u1ebft qu\u1ea3 ph\u00e2n t\u00edch c\u00f3 th\u1ec3 thi\u1ebfu kh\u00e1ch quan ho\u1eb7c ch\u00ednh x\u00e1c n\u1ebfu kh\u00f4ng c\u00f3 d\u1eef li\u1ec7u r\u00f5 r\u00e0ng, \u0111\u1ea7y \u0111\u1ee7 v\u00e0 \u0111\u00e1ng tin c\u1eady.<\/p>\n\n\n\n<p><strong>Y\u00eau c\u1ea7u ngu\u1ed3n l\u1ef1c l\u1edbn (chi ph\u00ed v\u00e0 th\u1eddi gian):<\/strong>\u00a0Qu\u00e1 tr\u00ecnh thu th\u1eadp, ph\u00e2n t\u00edch d\u1eef li\u1ec7u v\u00e0 x\u00e2y d\u1ef1ng\u00a0ma tr\u1eadn GE\u00a0\u0111\u00f2i h\u1ecfi m\u1ed9t l\u01b0\u1ee3ng th\u1eddi gian v\u00e0 chi ph\u00ed \u0111\u00e1ng k\u1ec3, \u0111\u1eb7c bi\u1ec7t \u0111\u1ed1i v\u1edbi c\u00e1c doanh nghi\u1ec7p l\u1edbn v\u1edbi nhi\u1ec1u SBU. \u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 kh\u00f4ng ph\u00f9 h\u1ee3p v\u1edbi c\u00e1c doanh nghi\u1ec7p nh\u1ecf ho\u1eb7c c\u00f3 ngu\u1ed3n l\u1ef1c h\u1ea1n ch\u1ebf.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"662\" src=\"https:\/\/base.vn\/wp-content\/uploads\/2024\/11\/ma-tran-ge-1-1024x662.webp\" alt=\"Ma tr\u1eadn GE\" class=\"wp-image-13262\" srcset=\"https:\/\/base.vn\/wp-content\/uploads\/2024\/11\/ma-tran-ge-1-1024x662.webp 1024w, https:\/\/base.vn\/wp-content\/uploads\/2024\/11\/ma-tran-ge-1-300x194.webp 300w, https:\/\/base.vn\/wp-content\/uploads\/2024\/11\/ma-tran-ge-1-768x497.webp 768w, https:\/\/base.vn\/wp-content\/uploads\/2024\/11\/ma-tran-ge-1-1536x994.webp 1536w, https:\/\/base.vn\/wp-content\/uploads\/2024\/11\/ma-tran-ge-1.webp 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-5-m\u1ed9t-s\u1ed1-\u1ee9ng-d\u1ee5ng-c\u1ee7a-ma-tr\u1eadn-ge-trong-kinh-doanh\">5. M\u1ed9t s\u1ed1 \u1ee9ng d\u1ee5ng c\u1ee7a ma tr\u1eadn GE trong kinh doanh<\/h2>\n\n\n\n<p><strong>H\u1ed7 tr\u1ee3 c\u00e1c quy\u1ebft \u0111\u1ecbnh \u0111\u1ea7u t\u01b0<\/strong><\/p>\n\n\n\n<p>Ma tr\u1eadn GE gi\u00fap doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh v\u1ecb tr\u00ed c\u1ee7a t\u1eebng s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh trong ma tr\u1eadn \u0111\u1ec3 quy\u1ebft \u0111\u1ecbnh c\u00f3 n\u00ean ti\u1ebfp t\u1ee5c \u0111\u1ea7u t\u01b0, duy tr\u00ec hay tho\u00e1i v\u1ed1n.&nbsp;<\/p>\n\n\n\n<p>V\u00ed d\u1ee5, n\u1ebfu m\u1ed9t s\u1ea3n ph\u1ea9m n\u1eb1m \u1edf \u00f4 \u201c\u0110\u1ea7u t\u01b0 v\u00e0 t\u0103ng tr\u01b0\u1edfng\u201d, doanh nghi\u1ec7p s\u1ebd t\u1eadp trung t\u00e0i nguy\u00ean \u0111\u1ec3 ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m n\u00e0y. Ng\u01b0\u1ee3c l\u1ea1i, c\u00e1c \u0111\u01a1n v\u1ecb n\u1eb1m trong \u00f4 \u201cThu ho\u1ea1ch ho\u1eb7c tho\u00e1i v\u1ed1n\u201d th\u01b0\u1eddng s\u1ebd \u0111\u01b0\u1ee3c gi\u1ea3m \u0111\u1ea7u t\u01b0 ho\u1eb7c lo\u1ea1i b\u1ecf kh\u1ecfi danh m\u1ee5c.<\/p>\n\n\n\n<p><strong>X\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n cho t\u1eebng s\u1ea3n ph\u1ea9m<\/strong><\/p>\n\n\n\n<p>D\u1ef1a v\u00e0o v\u1ecb tr\u00ed trong ma tr\u1eadn, doanh nghi\u1ec7p c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh c\u00e1c chi\u1ebfn l\u01b0\u1ee3c kh\u00e1c nhau cho t\u1eebng s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ph\u00e2n lo\u1ea1i s\u1ea3n ph\u1ea9m: Ma tr\u1eadn GE gi\u00fap ph\u00e2n lo\u1ea1i s\u1ea3n ph\u1ea9m d\u1ef1a tr\u00ean v\u1ecb th\u1ebf c\u1ea1nh tranh v\u00e0 s\u1ee9c h\u1ea5p d\u1eabn c\u1ee7a th\u1ecb tr\u01b0\u1eddng, t\u1eeb \u0111\u00f3 x\u00e1c \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n ph\u00f9 h\u1ee3p cho t\u1eebng s\u1ea3n ph\u1ea9m.<\/li>\n\n\n\n<li>\u0110\u1ea7u t\u01b0 v\u00e0o s\u1ea3n ph\u1ea9m ch\u1ee7 l\u1ef1c: Ma tr\u1eadn gi\u00fap x\u00e1c \u0111\u1ecbnh c\u00e1c s\u1ea3n ph\u1ea9m ch\u1ee7 l\u1ef1c c\u1ea7n \u0111\u1ea7u t\u01b0 \u0111\u1ec3 t\u0103ng tr\u01b0\u1edfng v\u00e0 duy tr\u00ec v\u1ecb th\u1ebf c\u1ea1nh tranh.<\/li>\n\n\n\n<li>Ng\u1eebng s\u1ea3n xu\u1ea5t ho\u1eb7c t\u00e1i c\u01a1 c\u1ea5u: \u0110\u1ed1i v\u1edbi nh\u1eefng s\u1ea3n ph\u1ea9m c\u00f3 v\u1ecb th\u1ebf y\u1ebfu v\u00e0 th\u1ecb tr\u01b0\u1eddng k\u00e9m h\u1ea5p d\u1eabn, ma tr\u1eadn GE g\u1ee3i \u00fd n\u00ean ng\u1eebng s\u1ea3n xu\u1ea5t ho\u1eb7c t\u00e1i c\u01a1 c\u1ea5u.<\/li>\n<\/ul>\n\n\n\n<p><strong>Qu\u1ea3n l\u00fd r\u1ee7i ro kinh doanh<\/strong><\/p>\n\n\n\n<p>Ma tr\u1eadn GE gi\u00fap doanh nghi\u1ec7p \u0111\u00e1nh gi\u00e1 r\u1ee7i ro b\u1eb1ng c\u00e1ch ph\u00e2n t\u00edch t\u1eebng \u0111\u01a1n v\u1ecb kinh doanh trong m\u1ed1i t\u01b0\u01a1ng quan gi\u1eefa s\u1ee9c h\u1ea5p d\u1eabn th\u1ecb tr\u01b0\u1eddng v\u00e0 v\u1ecb th\u1ebf c\u1ea1nh tranh. \u0110i\u1ec1u n\u00e0y cho ph\u00e9p doanh nghi\u1ec7p nh\u1eadn di\u1ec7n c\u00e1c l\u0129nh v\u1ef1c c\u00f3 r\u1ee7i ro cao \u0111\u1ec3 \u0111\u01b0a ra bi\u1ec7n ph\u00e1p \u1ee9ng ph\u00f3, b\u1ea3o v\u1ec7 v\u00e0 \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c nh\u1eb1m gi\u1ea3m thi\u1ec3u t\u1ed5n th\u1ea5t.<\/p>\n\n\n\n<p><strong>T\u1ed1i \u01b0u h\u00f3a danh m\u1ee5c \u0111\u1ea7u t\u01b0<\/strong><\/p>\n\n\n\n<p>Ma tr\u1eadn GE h\u1ed7 tr\u1ee3 doanh nghi\u1ec7p ph\u00e2n t\u00edch v\u00e0 \u0111\u00e1nh gi\u00e1 danh m\u1ee5c \u0111\u1ea7u t\u01b0 \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a hi\u1ec7u qu\u1ea3.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>C\u1eaft gi\u1ea3m chi ph\u00ed: Ma tr\u1eadn gi\u00fap x\u00e1c \u0111\u1ecbnh c\u00e1c \u0111\u01a1n v\u1ecb kinh doanh kh\u00f4ng hi\u1ec7u qu\u1ea3 \u0111\u1ec3 c\u1eaft gi\u1ea3m chi ph\u00ed v\u00e0 t\u1eadp trung ngu\u1ed3n l\u1ef1c v\u00e0o nh\u1eefng \u0111\u01a1n v\u1ecb c\u00f3 ti\u1ec1m n\u0103ng.<\/li>\n\n\n\n<li>T\u00e1i c\u01a1 c\u1ea5u: H\u1ed7 tr\u1ee3 x\u00e1c \u0111\u1ecbnh c\u00e1c \u0111\u01a1n v\u1ecb c\u1ea7n \u0111\u01b0\u1ee3c s\u00e1p nh\u1eadp, t\u00e1ch ra ho\u1eb7c b\u00e1n \u0111i.<\/li>\n\n\n\n<li>Mua l\u1ea1i v\u00e0 s\u00e1p nh\u1eadp: Ma tr\u1eadn GE gi\u00fap \u0111\u00e1nh gi\u00e1 c\u00e1c c\u01a1 h\u1ed9i mua l\u1ea1i v\u00e0 s\u00e1p nh\u1eadp, \u0111\u1ea3m b\u1ea3o r\u1eb1ng c\u00e1c th\u01b0\u01a1ng v\u1ee5 n\u00e0y ph\u00f9 h\u1ee3p v\u1edbi chi\u1ebfn l\u01b0\u1ee3c t\u1ed5ng th\u1ec3 c\u1ee7a doanh nghi\u1ec7p.<\/li>\n<\/ul>\n\n\n\n<p><strong>Ph\u00e2n b\u1ed5 ngu\u1ed3n l\u1ef1c h\u1ee3p l\u00fd<\/strong><\/p>\n\n\n\n<p>Ma tr\u1eadn GE gi\u00fap doanh nghi\u1ec7p ph\u00e2n b\u1ed5 ngu\u1ed3n l\u1ef1c m\u1ed9t c\u00e1ch h\u1ee3p l\u00fd gi\u1eefa c\u00e1c \u0111\u01a1n v\u1ecb kinh doanh. T\u00e0i nguy\u00ean s\u1ebd \u0111\u01b0\u1ee3c t\u1eadp trung v\u00e0o c\u00e1c \u0111\u01a1n v\u1ecb c\u00f3 s\u1ee9c h\u1ea5p d\u1eabn v\u00e0 kh\u1ea3 n\u0103ng c\u1ea1nh tranh cao, t\u1eeb \u0111\u00f3 \u0111\u1ea3m b\u1ea3o t\u1ed1i \u01b0u h\u00f3a hi\u1ec7u qu\u1ea3 s\u1eed d\u1ee5ng ngu\u1ed3n l\u1ef1c v\u00e0 n\u00e2ng cao t\u1ef7 su\u1ea5t l\u1ee3i nhu\u1eadn cho to\u00e0n b\u1ed9 doanh nghi\u1ec7p.<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#ebf6fd\"><strong>\u0110\u1ecdc th\u00eam:<\/strong> <a href=\"https:\/\/base.vn\/blog\/ma-tran-efe\/\" target=\"_blank\" rel=\"noreferrer noopener\">Ma tr\u1eadn EFE l\u00e0 g\u00ec? C\u00e1ch ph\u00e2n t\u00edch c\u00e1c y\u1ebfu t\u1ed1 b\u00ean ngo\u00e0i doanh nghi\u1ec7p<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-6-cac-b\u01b0\u1edbc-xay-d\u1ef1ng-ma-tr\u1eadn-ge-h\u1ed7-tr\u1ee3-ho\u1ea1t-d\u1ed9ng-kinh-doanh\">6. C\u00e1c b\u01b0\u1edbc x\u00e2y d\u1ef1ng ma tr\u1eadn GE h\u1ed7 tr\u1ee3 ho\u1ea1t \u0111\u1ed9ng kinh doanh<\/h2>\n\n\n\n<p>\u0110\u1ec3 thi\u1ebft l\u1eadp v\u00e0 \u1ee9ng d\u1ee5ng&nbsp;<strong>Ma tr\u1eadn GE<\/strong>&nbsp;(hay&nbsp;<strong>GE Matrix<\/strong>) m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3, doanh nghi\u1ec7p c\u00f3 th\u1ec3 tham kh\u1ea3o quy tr\u00ecnh g\u1ed3m c\u00e1c b\u01b0\u1edbc chi ti\u1ebft sau \u0111\u00e2y:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">B\u01b0\u1edbc 1: X\u00e1c \u0111\u1ecbnh danh m\u1ee5c \u0111\u01a1n v\u1ecb kinh doanh\/s\u1ea3n ph\u1ea9m c\u1ea7n \u0111\u00e1nh gi\u00e1<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Li\u1ec7t k\u00ea t\u1ea5t c\u1ea3 c\u00e1c \u0110\u01a1n v\u1ecb Kinh doanh Chi\u1ebfn l\u01b0\u1ee3c (SBU \u2013 Strategic Business Unit) ho\u1eb7c c\u00e1c d\u00f2ng s\u1ea3n ph\u1ea9m ch\u00ednh trong danh m\u1ee5c m\u00e0 doanh nghi\u1ec7p mu\u1ed1n ph\u00e2n t\u00edch.<\/li>\n\n\n\n<li>M\u1ed7i SBU\/s\u1ea3n ph\u1ea9m s\u1ebd l\u00e0 m\u1ed9t \u0111\u1ed1i t\u01b0\u1ee3ng \u0111\u1ed9c l\u1eadp trong\u00a0<strong>ma tr\u1eadn GE<\/strong>, gi\u00fap \u0111\u00e1nh gi\u00e1 v\u00e0 so s\u00e1nh to\u00e0n di\u1ec7n c\u00e1c y\u1ebfu t\u1ed1 t\u00e1c \u0111\u1ed9ng.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">B\u01b0\u1edbc 2: X\u00e1c \u0111\u1ecbnh v\u00e0 \u0111\u00e1nh gi\u00e1 y\u1ebfu t\u1ed1 S\u1ee9c h\u1ea5p d\u1eabn c\u1ee7a th\u1ecb tr\u01b0\u1eddng<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>X\u00e1c \u0111\u1ecbnh c\u00e1c y\u1ebfu t\u1ed1 c\u1ed1t l\u00f5i c\u1ea5u th\u00e0nh s\u1ee9c h\u1ea5p d\u1eabn c\u1ee7a th\u1ecb tr\u01b0\u1eddng, c\u00f3 th\u1ec3 bao g\u1ed3m: t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng th\u1ecb tr\u01b0\u1eddng, quy m\u00f4 th\u1ecb tr\u01b0\u1eddng, l\u1ee3i nhu\u1eadn ng\u00e0nh, c\u01b0\u1eddng \u0111\u1ed9 c\u1ea1nh tranh, r\u00e0o c\u1ea3n gia nh\u1eadp, ti\u1ec1m n\u0103ng m\u1edf r\u1ed9ng v\u00e0 xu h\u01b0\u1edbng ph\u00e1t tri\u1ec3n.<\/li>\n\n\n\n<li>G\u00e1n \u0111i\u1ec3m cho m\u1ed7i y\u1ebfu t\u1ed1 (v\u00ed d\u1ee5: t\u1eeb 1 \u0111\u1ebfn 5 ho\u1eb7c 1 \u0111\u1ebfn 10) \u0111\u1ec3 \u0111\u1ecbnh l\u01b0\u1ee3ng m\u1ee9c \u0111\u1ed9 h\u1ea5p d\u1eabn c\u1ee7a th\u1ecb tr\u01b0\u1eddng m\u1ed9t c\u00e1ch t\u01b0\u01a1ng \u0111\u1ed1i.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">B\u01b0\u1edbc 3: X\u00e1c \u0111\u1ecbnh v\u00e0 \u0111\u00e1nh gi\u00e1 y\u1ebfu t\u1ed1 V\u1ecb th\u1ebf c\u1ea1nh tranh c\u1ee7a \u0111\u01a1n v\u1ecb<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>X\u00e1c \u0111\u1ecbnh c\u00e1c y\u1ebfu t\u1ed1 \u0111\u00e1nh gi\u00e1 v\u1ecb th\u1ebf c\u1ea1nh tranh c\u1ee7a SBU, bao g\u1ed3m: th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i, uy t\u00edn th\u01b0\u01a1ng hi\u1ec7u, kh\u1ea3 n\u0103ng t\u00e0i ch\u00ednh, n\u0103ng l\u1ef1c \u0111\u1ed5i m\u1edbi, hi\u1ec7u qu\u1ea3 v\u1eadn h\u00e0nh, ch\u1ea5t l\u01b0\u1ee3ng \u0111\u1ed9i ng\u0169 qu\u1ea3n l\u00fd v\u00e0 kh\u1ea3 n\u0103ng chi\u1ebfm l\u0129nh th\u1ecb tr\u01b0\u1eddng.<\/li>\n\n\n\n<li>T\u01b0\u01a1ng t\u1ef1, \u0111\u00e1nh gi\u00e1 m\u1ed7i y\u1ebfu t\u1ed1 n\u00e0y theo thang \u0111i\u1ec3m \u0111\u00e3 ch\u1ecdn \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh s\u1ee9c m\u1ea1nh c\u1ea1nh tranh t\u01b0\u01a1ng \u0111\u1ed1i c\u1ee7a t\u1eebng SBU.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">B\u01b0\u1edbc 4: G\u00e1n tr\u1ecdng s\u1ed1 cho c\u00e1c y\u1ebfu t\u1ed1 \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>C\u00e1c y\u1ebfu t\u1ed1 trong c\u1ea3 hai ti\u00eau ch\u00ed s\u1ee9c h\u1ea5p d\u1eabn th\u1ecb tr\u01b0\u1eddng v\u00e0 v\u1ecb th\u1ebf c\u1ea1nh tranh th\u01b0\u1eddng c\u00f3 m\u1ee9c \u0111\u1ed9 quan tr\u1ecdng kh\u00e1c nhau \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p.<\/li>\n\n\n\n<li>Do \u0111\u00f3, h\u00e3y g\u00e1n tr\u1ecdng s\u1ed1 ph\u00f9 h\u1ee3p cho m\u1ed7i y\u1ebfu t\u1ed1 \u0111\u1ec3 ph\u1ea3n \u00e1nh ch\u00ednh x\u00e1c m\u1ee9c \u0111\u1ed9 \u1ea3nh h\u01b0\u1edfng c\u1ee7a ch\u00fang \u0111\u1ebfn ho\u1ea1t \u0111\u1ed9ng kinh doanh v\u00e0 chi\u1ebfn l\u01b0\u1ee3c t\u1ed5ng th\u1ec3. V\u00ed d\u1ee5, n\u1ebfu \u201ct\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng th\u1ecb tr\u01b0\u1eddng\u201d \u0111\u01b0\u1ee3c coi l\u00e0 quan tr\u1ecdng h\u01a1n, b\u1ea1n c\u00f3 th\u1ec3 g\u00e1n tr\u1ecdng s\u1ed1 cao h\u01a1n cho y\u1ebfu t\u1ed1 n\u00e0y.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">B\u01b0\u1edbc 5: T\u00ednh \u0111i\u1ec3m t\u1ed5ng h\u1ee3p cho t\u1eebng SBU<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Sau khi \u0111\u00e1nh gi\u00e1 \u0111i\u1ec3m cho t\u1eebng y\u1ebfu t\u1ed1 v\u00e0 g\u00e1n tr\u1ecdng s\u1ed1, t\u00ednh \u0111i\u1ec3m t\u1ed5ng h\u1ee3p cho m\u1ed7i SBU b\u1eb1ng c\u00e1ch nh\u00e2n tr\u1ecdng s\u1ed1 v\u1edbi \u0111i\u1ec3m c\u1ee7a t\u1eebng y\u1ebfu t\u1ed1 r\u1ed3i c\u1ed9ng l\u1ea1i.<\/li>\n\n\n\n<li>\u0110i\u1ec3m t\u1ed5ng h\u1ee3p n\u00e0y s\u1ebd l\u00e0 c\u01a1 s\u1edf \u0111\u1ecbnh v\u1ecb SBU tr\u00ean\u00a0<strong>ma tr\u1eadn GE<\/strong>, th\u1ec3 hi\u1ec7n s\u1ee9c h\u1ea5p d\u1eabn th\u1ecb tr\u01b0\u1eddng v\u00e0 v\u1ecb th\u1ebf c\u1ea1nh tranh t\u01b0\u01a1ng \u1ee9ng.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">B\u01b0\u1edbc 6: X\u00e1c \u0111\u1ecbnh v\u1ecb tr\u00ed c\u1ee7a t\u1eebng SBU tr\u00ean Ma tr\u1eadn GE<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>S\u1eed d\u1ee5ng hai tr\u1ee5c c\u1ee7a\u00a0<strong>ma tr\u1eadn GE<\/strong>\u00a0(tr\u1ee5c tung: S\u1ee9c h\u1ea5p d\u1eabn th\u1ecb tr\u01b0\u1eddng; tr\u1ee5c ho\u00e0nh: V\u1ecb th\u1ebf c\u1ea1nh tranh) \u0111\u1ec3 \u0111\u1ecbnh v\u1ecb t\u1eebng SBU d\u1ef1a tr\u00ean \u0111i\u1ec3m t\u1ed5ng h\u1ee3p \u0111\u00e3 t\u00ednh \u1edf B\u01b0\u1edbc 5.<\/li>\n\n\n\n<li>M\u1ed7i SBU s\u1ebd n\u1eb1m trong m\u1ed9t trong 9 \u00f4 chi\u1ebfn l\u01b0\u1ee3c, gi\u00fap ph\u00e2n lo\u1ea1i th\u00e0nh c\u00e1c nh\u00f3m ch\u00ednh: \u201c\u0110\u1ea7u t\u01b0 v\u00e0 t\u0103ng tr\u01b0\u1edfng\u201d, \u201cDuy tr\u00ec v\u00e0 ch\u1ecdn l\u1ecdc\u201d ho\u1eb7c \u201cThu ho\u1ea1ch ho\u1eb7c tho\u00e1i v\u1ed1n\u201d.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">B\u01b0\u1edbc 7: Ph\u00e2n t\u00edch v\u00e0 l\u00ean k\u1ebf ho\u1ea1ch chi\u1ebfn l\u01b0\u1ee3c cho t\u1eebng SBU<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u00d4 \u0110\u1ea7u t\u01b0 v\u00e0 T\u0103ng tr\u01b0\u1edfng (Invest &amp; Grow):<\/strong>\u00a0C\u00e1c SBU trong nh\u00f3m n\u00e0y c\u00f3 s\u1ee9c h\u1ea5p d\u1eabn th\u1ecb tr\u01b0\u1eddng cao v\u00e0 v\u1ecb th\u1ebf c\u1ea1nh tranh m\u1ea1nh. C\u1ea7n \u0111\u1ea7u t\u01b0 m\u1ea1nh \u0111\u1ec3 gia t\u0103ng th\u1ecb ph\u1ea7n v\u00e0 t\u1ed1i \u0111a h\u00f3a l\u1ee3i nhu\u1eadn.<\/li>\n\n\n\n<li><strong>\u00d4 Duy tr\u00ec v\u00e0 Ch\u1ecdn l\u1ecdc (Hold &amp; Selectivity):<\/strong>\u00a0C\u00e1c SBU n\u00e0y c\u1ea7n \u0111\u01b0\u1ee3c xem x\u00e9t, \u0111\u00e1nh gi\u00e1 \u0111\u1ec3 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh t\u0103ng c\u01b0\u1eddng \u0111\u1ea7u t\u01b0 ho\u1eb7c gi\u1eef nguy\u00ean ngu\u1ed3n l\u1ef1c, t\u1eadp trung v\u00e0o vi\u1ec7c duy tr\u00ec v\u1ecb th\u1ebf v\u00e0 hi\u1ec7u qu\u1ea3 ho\u1ea1t \u0111\u1ed9ng.<\/li>\n\n\n\n<li><strong>\u00d4 Thu ho\u1ea1ch ho\u1eb7c Tho\u00e1i v\u1ed1n (Harvest &amp; Divest):<\/strong>\u00a0Do s\u1ee9c h\u1ea5p d\u1eabn th\u1ea5p v\u00e0 v\u1ecb th\u1ebf c\u1ea1nh tranh y\u1ebfu, n\u00ean gi\u1ea3m \u0111\u1ea7u t\u01b0, thu ho\u1ea1ch l\u1ee3i nhu\u1eadn t\u1ed1i \u0111a trong ng\u1eafn h\u1ea1n ho\u1eb7c tho\u00e1i v\u1ed1n \u0111\u1ec3 t\u1eadp trung ngu\u1ed3n l\u1ef1c v\u00e0o c\u00e1c SBU ti\u1ec1m n\u0103ng h\u01a1n.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">B\u01b0\u1edbc 8: \u0110\u00e1nh gi\u00e1 \u0111\u1ecbnh k\u1ef3 v\u00e0 c\u1eadp nh\u1eadt<\/h4>\n\n\n\n<p>Th\u1ecb tr\u01b0\u1eddng v\u00e0 v\u1ecb th\u1ebf c\u1ea1nh tranh c\u1ee7a doanh nghi\u1ec7p lu\u00f4n bi\u1ebfn \u0111\u1ed5i. Do \u0111\u00f3, vi\u1ec7c \u0111\u1ecbnh k\u1ef3 \u0111\u00e1nh gi\u00e1 v\u00e0 c\u1eadp nh\u1eadt&nbsp;<strong>ma tr\u1eadn GE<\/strong>&nbsp;l\u00e0 c\u1ef1c k\u1ef3 quan tr\u1ecdng \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o k\u1ebf ho\u1ea1ch chi\u1ebfn l\u01b0\u1ee3c lu\u00f4n ph\u00f9 h\u1ee3p v\u1edbi t\u00ecnh h\u00ecnh th\u1ef1c t\u1ebf, gi\u00fap doanh nghi\u1ec7p linh ho\u1ea1t th\u00edch \u1ee9ng v\u00e0 duy tr\u00ec l\u1ee3i th\u1ebf c\u1ea1nh tranh.i\u00e1 v\u00e0 c\u1eadp nh\u1eadt ma tr\u1eadn \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o k\u1ebf ho\u1ea1ch chi\u1ebfn l\u01b0\u1ee3c lu\u00f4n ph\u00f9 h\u1ee3p v\u1edbi t\u00ecnh h\u00ecnh th\u1ef1c t\u1ebf.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-7-vi-d\u1ee5-v\u1ec1-ma-tr\u1eadn-ge-c\u1ee7a-m\u1ed9t-s\u1ed1-th\u01b0\u01a1ng-hi\u1ec7u-n\u1ed5i-ti\u1ebfng\">7. V\u00ed d\u1ee5 v\u1ec1 ma tr\u1eadn GE c\u1ee7a m\u1ed9t s\u1ed1 th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-7-1-unilever\">7.1 Unilever<\/h3>\n\n\n\n<p>Unilever l\u00e0 m\u1ed9t t\u1eadp \u0111o\u00e0n \u0111a qu\u1ed1c gia s\u1edf h\u1eefu nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng trong c\u00e1c l\u0129nh v\u1ef1c nh\u01b0 th\u1ef1c ph\u1ea9m, ch\u0103m s\u00f3c c\u00e1 nh\u00e2n v\u00e0 ch\u0103m s\u00f3c gia \u0111\u00ecnh. M\u1ed9t s\u1ed1 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a Unilever c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch b\u1eb1ng ma tr\u1eadn GE nh\u01b0 sau:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>S\u1ea3n ph\u1ea9m\/\u0110\u01a1n v\u1ecb kinh doanh<\/strong><\/td><td><strong>S\u1ee9c h\u1ea5p d\u1eabn c\u1ee7a th\u1ecb tr\u01b0\u1eddng<\/strong><\/td><td><strong>V\u1ecb th\u1ebf c\u1ea1nh tranh<\/strong><\/td><td><strong>V\u1ecb tr\u00ed trong ma tr\u1eadn<\/strong><\/td><td><strong>Chi\u1ebfn l\u01b0\u1ee3c<\/strong><\/td><\/tr><tr><td>Dove (Ch\u0103m s\u00f3c c\u00e1 nh\u00e2n)<\/td><td>Cao<\/td><td>M\u1ea1nh<\/td><td>\u0110\u1ea7u t\u01b0 v\u00e0 T\u0103ng tr\u01b0\u1edfng<\/td><td>T\u0103ng c\u01b0\u1eddng \u0111\u1ea7u t\u01b0 \u0111\u1ec3 ph\u00e1t tri\u1ec3n<\/td><\/tr><tr><td>Knorr (Th\u1ef1c ph\u1ea9m, gia v\u1ecb)<\/td><td>Trung b\u00ecnh<\/td><td>Trung b\u00ecnh<\/td><td>Duy tr\u00ec v\u00e0 Ch\u1ecdn l\u1ecdc<\/td><td>\u0110\u1ea7u t\u01b0 ch\u1ecdn l\u1ecdc \u0111\u1ec3 duy tr\u00ec th\u1ecb ph\u1ea7n<\/td><\/tr><tr><td>Rexona (Kh\u1eed m\u00f9i)<\/td><td>Trung b\u00ecnh<\/td><td>Y\u1ebfu<\/td><td>Thu ho\u1ea1ch ho\u1eb7c Tho\u00e1i v\u1ed1n<\/td><td>Gi\u1ea3m \u0111\u1ea7u t\u01b0 ho\u1eb7c tho\u00e1i v\u1ed1n<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>Ph\u00e2n t\u00edch chi ti\u1ebft<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>V\u1edbi s\u1ea3n ph\u1ea9m Dove:<\/strong> Dove l\u00e0 th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh c\u1ee7a Unilever v\u1edbi s\u1ee9c h\u1ea5p d\u1eabn th\u1ecb tr\u01b0\u1eddng cao nh\u1edd nhu c\u1ea7u ch\u0103m s\u00f3c c\u00e1 nh\u00e2n ng\u00e0y c\u00e0ng t\u0103ng v\u00e0 s\u1ef1 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u t\u1ed1t. \u0110i\u1ec1u n\u00e0y khi\u1ebfn Dove x\u1ee9ng \u0111\u00e1ng \u0111\u01b0\u1ee3c Unilever \u0111\u1ea7u t\u01b0 v\u00e0 ph\u00e1t tri\u1ec3n m\u1ea1nh, t\u1eadp trung v\u00e0o c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb v\u00e0 m\u1edf r\u1ed9ng s\u1ea3n ph\u1ea9m.<\/li>\n\n\n\n<li><strong>V\u1edbi Knorr:<\/strong> Knorr c\u00f3 v\u1ecb th\u1ebf c\u1ea1nh tranh v\u00e0 s\u1ee9c h\u1ea5p d\u1eabn th\u1ecb tr\u01b0\u1eddng \u1edf m\u1ee9c trung b\u00ecnh, \u0111i\u1ec1u n\u00e0y \u0111\u1ed3ng ngh\u0129a v\u1edbi vi\u1ec7c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ecb ph\u1ea7n nh\u01b0ng \u0111\u1ed1i m\u1eb7t v\u1edbi s\u1ef1 c\u1ea1nh tranh l\u1edbn. Do \u0111\u00f3, Unilever n\u00ean ch\u1ecdn l\u1ecdc \u0111\u1ea7u t\u01b0 cho Knorr, duy tr\u00ec \u1edf c\u00e1c th\u1ecb tr\u01b0\u1eddng \u1ed5n \u0111\u1ecbnh v\u00e0 t\u1eadp trung v\u00e0o ph\u00e2n kh\u00fac cao c\u1ea5p h\u01a1n \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a l\u1ee3i nhu\u1eadn.<\/li>\n\n\n\n<li><strong>V\u1edbi Rexona: <\/strong>S\u1ee9c h\u1ea5p d\u1eabn th\u1ecb tr\u01b0\u1eddng trung b\u00ecnh v\u00e0 v\u1ecb th\u1ebf c\u1ea1nh tranh y\u1ebfu c\u1ee7a Rexona khi\u1ebfn \u0111\u00e2y tr\u1edf th\u00e0nh m\u1ed9t s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 c\u00e2n nh\u1eafc gi\u1ea3m \u0111\u1ea7u t\u01b0 ho\u1eb7c tho\u00e1i v\u1ed1n. B\u1eb1ng c\u00e1ch n\u00e0y, Unilever c\u00f3 th\u1ec3 t\u00e1i ph\u00e2n b\u1ed5 ngu\u1ed3n l\u1ef1c cho c\u00e1c th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh h\u01a1n, nh\u01b0 Dove ho\u1eb7c Knorr.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-7-2-samsung\">7.2 Samsung<\/h3>\n\n\n\n<p>Samsung c\u00f3 nhi\u1ec1u d\u00f2ng s\u1ea3n ph\u1ea9m t\u1eeb thi\u1ebft b\u1ecb \u0111i\u1ec7n t\u1eed ti\u00eau d\u00f9ng cho \u0111\u1ebfn \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh v\u00e0 thi\u1ebft b\u1ecb gia d\u1ee5ng. Ma tr\u1eadn GE c\u1ee7a Samsung c\u00f3 th\u1ec3 g\u1ed3m c\u00e1c d\u00f2ng s\u1ea3n ph\u1ea9m nh\u01b0:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>S\u1ea3n ph\u1ea9m\/\u0110\u01a1n v\u1ecb kinh doanh<\/strong><\/td><td><strong>S\u1ee9c h\u1ea5p d\u1eabn c\u1ee7a th\u1ecb tr\u01b0\u1eddng<\/strong><\/td><td><strong>V\u1ecb th\u1ebf c\u1ea1nh tranh<\/strong><\/td><td><strong>V\u1ecb tr\u00ed trong ma tr\u1eadn<\/strong><\/td><td><strong>Chi\u1ebfn l\u01b0\u1ee3c<\/strong><\/td><\/tr><tr><td>Galaxy (\u0110i\u1ec7n tho\u1ea1i th\u00f4ng minh)<\/td><td>Cao<\/td><td>M\u1ea1nh<\/td><td>\u0110\u1ea7u t\u01b0 v\u00e0 T\u0103ng tr\u01b0\u1edfng<\/td><td>Ti\u1ebfp t\u1ee5c \u0111\u1ea7u t\u01b0 m\u1ea1nh \u0111\u1ec3 duy tr\u00ec v\u1ecb th\u1ebf<\/td><\/tr><tr><td>Thi\u1ebft b\u1ecb gia d\u1ee5ng<\/td><td>Trung b\u00ecnh<\/td><td>Trung b\u00ecnh<\/td><td>Duy tr\u00ec v\u00e0 Ch\u1ecdn l\u1ecdc<\/td><td>T\u1eadp trung v\u00e0o ph\u00e2n kh\u00fac cao c\u1ea5p<\/td><\/tr><tr><td>M\u00e1y t\u00ednh b\u1ea3ng<\/td><td>Th\u1ea5p<\/td><td>Y\u1ebfu<\/td><td>Thu ho\u1ea1ch ho\u1eb7c Tho\u00e1i v\u1ed1n<\/td><td>Gi\u1ea3m \u0111\u1ea7u t\u01b0, duy tr\u00ec m\u1ee9c th\u1ea5p<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p><strong>Ph\u00e2n t\u00edch chi ti\u1ebft<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Samsung Galaxy:<\/strong> \u0110i\u1ec7n tho\u1ea1i Galaxy n\u1eb1m \u1edf v\u1ecb tr\u00ed c\u00f3 s\u1ee9c h\u1ea5p d\u1eabn v\u00e0 v\u1ecb th\u1ebf c\u1ea1nh tranh cao, do \u0111\u00e2y l\u00e0 d\u00f2ng s\u1ea3n ph\u1ea9m ch\u1ee7 l\u1ef1c v\u00e0 r\u1ea5t th\u00e0nh c\u00f4ng c\u1ee7a Samsung. Th\u01b0\u01a1ng hi\u1ec7u n\u00e0y kh\u00f4ng ch\u1ec9 ph\u1ed5 bi\u1ebfn to\u00e0n c\u1ea7u m\u00e0 c\u00f2n c\u00f3 s\u1ee9c c\u1ea1nh tranh m\u1ea1nh v\u1edbi c\u00e1c d\u00f2ng flagship kh\u00e1c. Samsung s\u1ebd ti\u1ebfp t\u1ee5c \u0111\u1ea7u t\u01b0 m\u1ea1nh m\u1ebd v\u00e0o Galaxy \u0111\u1ec3 duy tr\u00ec v\u1ecb th\u1ebf d\u1eabn \u0111\u1ea7u th\u1ecb tr\u01b0\u1eddng, t\u1eadp trung v\u00e0o c\u1ea3i ti\u1ebfn c\u00f4ng ngh\u1ec7 v\u00e0 m\u1edf r\u1ed9ng d\u00f2ng s\u1ea3n ph\u1ea9m.<\/li>\n\n\n\n<li><strong>Thi\u1ebft b\u1ecb gia d\u1ee5ng:<\/strong> Thi\u1ebft b\u1ecb gia d\u1ee5ng c\u1ee7a Samsung c\u00f3 s\u1ee9c h\u1ea5p d\u1eabn v\u00e0 v\u1ecb th\u1ebf c\u1ea1nh tranh \u1edf m\u1ee9c trung b\u00ecnh. V\u1edbi th\u1ecb tr\u01b0\u1eddng \u1ed5n \u0111\u1ecbnh nh\u01b0ng c\u1ea1nh tranh l\u1edbn t\u1eeb LG, Panasonic, Samsung c\u00f3 th\u1ec3 t\u1eadp trung v\u00e0o ph\u00e2n kh\u00fac cao c\u1ea5p \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a l\u1ee3i nhu\u1eadn t\u1eeb d\u00f2ng s\u1ea3n ph\u1ea9m n\u00e0y, \u0111\u1ea3m b\u1ea3o r\u1eb1ng d\u00f2ng s\u1ea3n ph\u1ea9m n\u00e0y c\u00f3 kh\u1ea3 n\u0103ng mang l\u1ea1i l\u1ee3i nhu\u1eadn t\u1ed1t nh\u1ea5t.<\/li>\n\n\n\n<li><strong>M\u00e1y t\u00ednh b\u1ea3ng:<\/strong> M\u00e1y t\u00ednh b\u1ea3ng c\u1ee7a Samsung c\u00f3 s\u1ee9c h\u1ea5p d\u1eabn th\u1ecb tr\u01b0\u1eddng th\u1ea5p v\u00e0 v\u1ecb th\u1ebf c\u1ea1nh tranh y\u1ebfu, do nhu c\u1ea7u gi\u1ea3m s\u00fat v\u00e0 s\u1ef1 c\u1ea1nh tranh m\u1ea1nh t\u1eeb Apple. Samsung n\u00ean xem x\u00e9t gi\u1ea3m \u0111\u1ea7u t\u01b0 cho s\u1ea3n ph\u1ea9m n\u00e0y v\u00e0 duy tr\u00ec \u1edf m\u1ee9c th\u1ea5p nh\u1eb1m t\u1ed1i \u01b0u h\u00f3a t\u00e0i nguy\u00ean cho c\u00e1c s\u1ea3n ph\u1ea9m chi\u1ebfn l\u01b0\u1ee3c h\u01a1n nh\u01b0 \u0111i\u1ec7n tho\u1ea1i Galaxy.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-8-k\u1ebft-lu\u1eadn\">8. K\u1ebft lu\u1eadn<\/h2>\n\n\n\n<p>Ma tr\u1eadn GE l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 ph\u00e2n t\u00edch chi\u1ebfn l\u01b0\u1ee3c h\u1eefu hi\u1ec7u, gi\u00fap doanh nghi\u1ec7p \u0111\u00e1nh gi\u00e1 v\u1ecb th\u1ebf c\u1ea1nh tranh c\u1ee7a c\u00e1c \u0111\u01a1n v\u1ecb kinh doanh v\u00e0 s\u1ee9c h\u1ea5p d\u1eabn c\u1ee7a t\u1eebng ng\u00e0nh. B\u1eb1ng c\u00e1ch x\u00e1c \u0111\u1ecbnh r\u00f5 v\u1ecb tr\u00ed c\u1ee7a t\u1eebng \u0111\u01a1n v\u1ecb kinh doanh tr\u00ean ma tr\u1eadn, doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh \u0111\u1ea7u t\u01b0, ph\u00e2n b\u1ed5 ngu\u1ed3n l\u1ef1c v\u00e0 x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 v\u00e0 khoa h\u1ecdc h\u01a1n.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Trong h\u00e0nh tr\u00ecnh x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n doanh nghi\u1ec7p, vi\u1ec7c l\u1ef1a ch\u1ecdn chi\u1ebfn l\u01b0\u1ee3c kinh doanh \u0111\u00fang \u0111\u1eafn lu\u00f4n l\u00e0 y\u1ebfu t\u1ed1 then ch\u1ed1t quy\u1ebft \u0111\u1ecbnh s\u1ef1 th\u00e0nh c\u00f4ng hay th\u1ea5t b\u1ea1i.\u00a0Ma tr\u1eadn GE\u00a0(General Electric Matrix), c\u00f2n \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn v\u1edbi t\u00ean g\u1ecdi\u00a0GE Matrix\u00a0hay Ma tr\u1eadn McKinsey, l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 ph\u00e2n t\u00edch chi\u1ebfn [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":13248,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[51],"tags":[],"ppma_author":[59],"class_list":["post-13239","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-quan-ly-va-lanh-dao"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.4 (Yoast SEO v24.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Ma tr\u1eadn GE l\u00e0 g\u00ec? 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