{"id":4470,"date":"2025-08-06T10:35:06","date_gmt":"2025-08-06T03:35:06","guid":{"rendered":"https:\/\/blog.base.vn\/?p=4470"},"modified":"2025-08-06T10:49:50","modified_gmt":"2025-08-06T03:49:50","slug":"ma-tran-bcg","status":"publish","type":"post","link":"https:\/\/base.vn\/blog\/ma-tran-bcg\/","title":{"rendered":"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"},"content":{"rendered":"\n<p>Ma tr\u1eadn BCG l\u00e0 c\u00f4ng c\u1ee5 chi\u1ebfn l\u01b0\u1ee3c gi\u00fap doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh v\u1ecb th\u1ebf v\u00e0 ti\u1ec1m n\u0103ng ph\u00e1t tri\u1ec3n c\u1ee7a t\u1eebng danh m\u1ee5c s\u1ea3n ph\u1ea9m. V\u1edbi c\u1ea5u tr\u00fac \u0111\u01a1n gi\u1ea3n nh\u01b0ng hi\u1ec7u qu\u1ea3, BCG gi\u00fap nh\u00e0 qu\u1ea3n l\u00fd \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh \u0111\u1ea7u t\u01b0, duy tr\u00ec hay lo\u1ea1i b\u1ecf s\u1ea3n ph\u1ea9m m\u1ed9t c\u00e1ch t\u1ed1i \u01b0u. Trong b\u00e0i vi\u1ebft n\u00e0y, <a href=\"https:\/\/base.vn\/?utm_source=base-blog&amp;utm_content=base.vn\/blog\/ma-tran-bcg\/\" target=\"_blank\" rel=\"noreferrer noopener\">Base.vn<\/a> s\u1ebd gi\u00fap b\u1ea1n hi\u1ec3u r\u00f5 <strong>ma tr\u1eadn BCG l\u00e0 g\u00ec<\/strong>, <strong>c\u00e1ch v\u1ebd ma tr\u1eadn<\/strong>, v\u00e0 <strong>v\u00ed d\u1ee5 ph\u00e2n t\u00edch th\u1ef1c t\u1ebf<\/strong> \u0111\u1ec3 d\u1ec5 d\u00e0ng \u00e1p d\u1ee5ng v\u00e0o doanh nghi\u1ec7p.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-1-ma-tr\u1eadn-bcg-la-gi\"><strong>1. Ma tr\u1eadn BCG l\u00e0 g\u00ec?<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-1-ma-tr\u1eadn-bcg-ma-tr\u1eadn-boston\"><strong>1.1 Ma tr\u1eadn BCG (Ma tr\u1eadn Boston)<\/strong><\/h3>\n\n\n\n<p><strong>Ma tr\u1eadn BCG<\/strong> (c\u00e1ch g\u1ecdi kh\u00e1c l\u00e0 <strong>ma tr\u1eadn Boston<\/strong>), l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 ph\u00e2n t\u00edch chi\u1ebfn l\u01b0\u1ee3c kinh doanh \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n b\u1edfi <a href=\"https:\/\/www.bcg.com\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Boston Consulting Group<\/a>. Ma tr\u1eadn BCG \u0111\u01b0\u1ee3c d\u00f9ng \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 t\u1ef7 l\u1ec7 t\u0103ng tr\u01b0\u1edfng v\u00e0 th\u1ecb ph\u1ea7n c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c d\u00f2ng s\u1ea3n ph\u1ea9m. D\u1ef1a tr\u00ean \u0111\u00e1nh gi\u00e1 n\u00e0y, doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh gi\u1eef l\u1ea1i, b\u00e1n \u0111i, \u0111\u1ea7u t\u01b0 nhi\u1ec1u h\u01a1n hay lo\u1ea1i b\u1ecf s\u1ea3n ph\u1ea9m.<\/p>\n\n\n\n<p>Ma tr\u1eadn BCG ph\u00e2n lo\u1ea1i s\u1ea3n ph\u1ea9m th\u00e0nh b\u1ed1n hi\u1ec7n tr\u1ea1ng SBU: <strong>Star (Ng\u00f4i Sao) &#8211; Cash Cow (Con B\u00f2 S\u1eefa) &#8211; Question Mark (D\u1ea5u Ch\u1ea5m H\u1ecfi) &#8211; Dog (Con Ch\u00f3).<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-2-khai-ni\u1ec7m-sbu\"><strong>1.2 Kh\u00e1i ni\u1ec7m SBU<\/strong><\/h3>\n\n\n\n<p>SBU (Strategic Business Unit) \u0111\u01b0\u1ee3c hi\u1ec3u l\u00e0 \u0110\u01a1n v\u1ecb kinh doanh chi\u1ebfn l\u01b0\u1ee3c. SBU s\u1edf h\u1eefu t\u1ea5t c\u1ea3 c\u00e1c ch\u1ee9c n\u0103ng c\u1ee7a m\u1ed9t doanh nghi\u1ec7p, bao g\u1ed3m t\u1ea7m nh\u00ecn v\u00e0 \u0111\u1ecbnh h\u01b0\u1edbng ph\u00e1t tri\u1ec3n ri\u00eang. V\u1ec1 c\u01a1 b\u1ea3n, m\u1ed9t SBU \u0111\u01b0\u1ee3c xem l\u00e0 m\u1ed9t b\u1ed9 ph\u1eadn kinh doanh \u0111\u1ed9c l\u1eadp trong doanh nghi\u1ec7p, m\u1ed9t d\u00f2ng s\u1ea3n ph\u1ea9m hay m\u1ed9t s\u1ea3n ph\u1ea9m\/th\u01b0\u01a1ng hi\u1ec7u \u0111\u01a1n l\u1ebb.<\/p>\n\n\n\n<p><em>V\u00ed d\u1ee5: <\/em>Trong tr\u01b0\u1eddng h\u1ee3p c\u1ee7a c\u00f4ng ty c\u00f4ng ngh\u1ec7 Google, Google Cloud Platform (GCP) \u0111\u01b0\u1ee3c coi l\u00e0 m\u1ed9t SBU &#8211; ho\u1ea1t \u0111\u1ed9ng v\u1edbi m\u1ee5c ti\u00eau cung c\u1ea5p d\u1ecbch v\u1ee5 \u0111i\u1ec7n to\u00e1n \u0111\u00e1m m\u00e2y v\u00e0 c\u00e1c gi\u1ea3i ph\u00e1p h\u1ea1 t\u1ea7ng cho kh\u00e1ch h\u00e0ng doanh nghi\u1ec7p.<\/p>\n\n\n\n<p>GCP t\u1eadp h\u1ee3p c\u00e1c ph\u00f2ng ban qu\u1ea3n l\u00fd ri\u00eang bi\u1ec7t, bao g\u1ed3m ph\u00f2ng ti\u1ebfp th\u1ecb, ph\u00f2ng ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m, ph\u00f2ng k\u1ef9 thu\u1eadt v\u00e0 ph\u00f2ng t\u00e0i ch\u00ednh. Hi\u1ec7u qu\u1ea3 ho\u1ea1t \u0111\u1ed9ng c\u1ee7a GCP \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 d\u1ef1a tr\u00ean c\u00e1c ch\u1ec9 s\u1ed1 KPIs c\u1ee5 th\u1ec3 nh\u01b0 doanh s\u1ed1 b\u00e1n h\u00e0ng, l\u1ee3i nhu\u1eadn, v\u00e0 th\u1ecb ph\u1ea7n.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/base.vn\/wp-content\/uploads\/2024\/04\/ma-tran-bcg-la-gi-1024x718.jpg\" alt=\"Ma tr\u00e2n BCG l\u00e0 g\u00ec?\"\/><figcaption class=\"wp-element-caption\">Ma tr\u00e2n BCG l\u00e0 g\u00ec?<\/figcaption><\/figure><\/div>\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-3-y-nghia-c\u1ee7a-ma-tr\u1eadn-bcg-d\u1ed1i-v\u1edbi-doanh-nghi\u1ec7p\"><strong>1.3 \u00dd ngh\u0129a c\u1ee7a ma tr\u1eadn BCG \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p<\/strong><\/h3>\n\n\n\n<p>Vi\u1ec7c \u00e1p d\u1ee5ng ma tr\u1eadn BCG mang l\u1ea1i nhi\u1ec1u \u00fd ngh\u0129a quan tr\u1ecdng \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p, bao g\u1ed3m:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0110\u1ecbnh v\u1ecb hi\u1ec7n tr\u1ea1ng c\u1ee7a s\u1ea3n ph\u1ea9m:<\/strong> BCG gi\u00fap nh\u00e0 qu\u1ea3n tr\u1ecb \u0111\u00e1nh gi\u00e1 \u0111\u01b0\u1ee3c v\u1ecb th\u1ebf c\u1ee7a s\u1ea3n ph\u1ea9m trong danh m\u1ee5c ho\u1eb7c th\u1ecb ph\u1ea7n c\u1ee7a s\u1ea3n ph\u1ea9m \u0111\u00f3 tr\u00ean th\u1ecb tr\u01b0\u1eddng. T\u1eeb \u0111\u00f3, doanh nghi\u1ec7p c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh nh\u1eefng s\u1ea3n ph\u1ea9m n\u00e0o \u0111ang ph\u00e1t tri\u1ec3n nhanh (Star), s\u1ea3n ph\u1ea9m n\u00e0o chi\u1ebfm gi\u1eef th\u1ecb ph\u1ea7n l\u1edbn (Cash Cow), s\u1ea3n ph\u1ea9m n\u00e0o c\u00f3 ti\u1ec1m n\u0103ng khai th\u00e1c (Question Mark) ho\u1eb7c s\u1ea3n ph\u1ea9m n\u00e0o \u0111ang g\u1eb7p kh\u00f3 kh\u0103n (Dog).<\/li>\n\n\n\n<li><strong>Ph\u00e2n b\u1ed5 ngu\u1ed3n l\u1ef1c m\u1ed9t c\u00e1ch h\u1ee3p l\u00fd:<\/strong> D\u1ef1a tr\u00ean v\u1ecb th\u1ebf c\u1ee7a s\u1ea3n ph\u1ea9m trong ma tr\u1eadn BCG, doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111\u1ecbnh h\u01b0\u1edbng \u0111\u1ea7u t\u01b0 c\u00e1c ngu\u1ed3n l\u1ef1c v\u00e0o c\u00e1c s\u1ea3n ph\u1ea9m c\u00f3 ti\u1ec1m n\u0103ng t\u0103ng tr\u01b0\u1edfng cao (Star) \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c l\u1ee3i nhu\u1eadn t\u1ed1t h\u01a1n. Trong khi \u0111\u00f3, \u0111\u1ed1i v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m k\u00e9m ph\u00e1t tri\u1ec3n (Dog), doanh nghi\u1ec7p c\u00f3 th\u1ec3 gi\u1ea3m b\u1edbt chi ph\u00ed \u0111\u1ea7u t\u01b0.<\/li>\n\n\n\n<li><strong>Quy\u1ebft \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n: <\/strong>D\u1ef1a v\u00e0o ma tr\u1eadn BCG, doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u0103ng c\u01b0\u1eddng \u0111\u1ea7u t\u01b0 v\u00e0o s\u1ea3n ph\u1ea9m ti\u1ec1m n\u0103ng (Question Mark) \u0111\u1ec3 bi\u1ebfn n\u00f3 tr\u1edf th\u00e0nh Star, t\u1eadp trung khai th\u00e1c l\u1ee3i nhu\u1eadn s\u1ea3n ph\u1ea9m t\u0103ng tr\u01b0\u1edfng t\u1ed1t (Cash Cow), ho\u1eb7c c\u1eaft gi\u1ea3m \u0111\u1ea7u t\u01b0 c\u00e1c s\u1ea3n ph\u1ea9m kh\u00f4ng ti\u1ec1m n\u0103ng (Dog).<\/li>\n<\/ul>\n\n\n\n<p>Tuy nhi\u00ean, nh\u00e0 qu\u1ea3n tr\u1ecb c\u1ea7n l\u01b0u r\u1eb1ng vi\u1ec7c ph\u00e2n t\u00edch ma tr\u1eadn BCG ch\u1ec9 c\u00f3 \u00fd ngh\u0129a \u0111\u1ed1i v\u1edbi c\u00e1c v\u1ea5n \u0111\u1ec1 hi\u1ec7n t\u1ea1i. BCG Matrix kh\u00f4ng th\u1ec3 gi\u00fap doanh nghi\u1ec7p d\u1ef1 b\u00e1o t\u01b0\u01a1ng lai v\u00e0 \u0111\u00e1nh gi\u00e1 s\u1ef1 \u1ea3nh h\u01b0\u1edfng c\u1ee7a c\u00e1c y\u1ebfu t\u1ed1 t\u1eeb m\u00f4i tr\u01b0\u1eddng b\u00ean ngo\u00e0i. V\u00ec v\u1eady, nh\u00e0 qu\u1ea3n tr\u1ecb c\u1ea7n k\u1ebft h\u1ee3p BCG Matrix v\u1edbi c\u00e1c c\u00f4ng c\u1ee5 kh\u00e1c \u0111\u1ec3 ph\u00e2n t\u00edch chi\u1ebfn l\u01b0\u1ee3c kinh doanh m\u1ed9t c\u00e1ch to\u00e0n di\u1ec7n.<\/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-eisenhower\/\" target=\"_blank\" rel=\"noreferrer noopener\">Ma tr\u1eadn Eisenhower l\u00e0 g\u00ec? \u0110\u1ecbnh ngh\u0129a, c\u00e1ch s\u1eed d\u1ee5ng v\u00e0 v\u00ed d\u1ee5 minh ho\u1ea1<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-2-c\u1ea5u-truc-c\u1ee7a-ma-tr\u1eadn-bcg\"><strong>2. C\u1ea5u tr\u00fac c\u1ee7a ma tr\u1eadn BCG<\/strong><strong> <\/strong><strong><\/strong><strong><\/strong><\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/base.vn\/wp-content\/uploads\/2024\/04\/ma-tran-bcg-1-1024x1024.jpg\" alt=\"C\u1ea5u tr\u00fac ma tr\u1eadn BCG\"\/><figcaption class=\"wp-element-caption\">C\u1ea5u tr\u00fac ma tr\u1eadn BCG<\/figcaption><\/figure><\/div>\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-1-sbu-con-cho-dog\"><strong>2.1 SBU Con Ch\u00f3 (Dog)<\/strong><\/h3>\n\n\n\n<p>SBU Con Ch\u00f3 \u0111\u1ea1i di\u1ec7n cho nh\u1eefng s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p mang c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Thu\u1ed9c ng\u00e0nh ngh\u1ec1 t\u0103ng tr\u01b0\u1edfng ch\u1eadm v\u00e0 c\u00f3 th\u1ecb ph\u1ea7n nh\u1ecf<\/li>\n\n\n\n<li>Kh\u00f4ng \u0111\u00f2i h\u1ecfi ngu\u1ed3n v\u1ed1n l\u1edbn v\u00e0 c\u0169ng kh\u00f4ng t\u1ea1o ra l\u1ee3i nhu\u1eadn \u0111\u00e1ng k\u1ec3<\/li>\n\n\n\n<li>C\u00f3 th\u1ec3 tr\u1edf th\u00e0nh \u201cb\u1eaby t\u00e0i ch\u00ednh\u201d khi\u1ebfn kh\u1ea3 n\u0103ng sinh l\u1eddi c\u1ee7a d\u00f2ng ti\u1ec1n b\u1ecb h\u1ea1n ch\u1ebf.<\/li>\n<\/ul>\n\n\n\n<p>\u0110\u1ed1i v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 \u0111\u01b0\u1ee3c ph\u00e2n lo\u1ea1i v\u00e0o nh\u00f3m SBU Con Ch\u00f3, nh\u00e0 qu\u1ea3n tr\u1ecb c\u00f3 th\u1ec3 c\u00e2n nh\u1eafc ch\u1ea5m d\u1ee9t \u0111\u1ea7u t\u01b0 \u0111\u1ec3 t\u1eadp trung ngu\u1ed3n l\u1ef1c v\u00e0o nh\u1eefng s\u1ea3n ph\u1ea9m ti\u1ec1m n\u0103ng h\u01a1n.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-2-sbu-con-bo-s\u1eefa-cash-cow\"><strong>2.2 SBU Con B\u00f2 S\u1eefa (Cash Cow)<\/strong><\/h3>\n\n\n\n<p>Con B\u00f2 S\u1eefa \u0111\u1ea1i di\u1ec7n cho c\u00e1c SBU \u0111ang trong tr\u1ea1ng th\u00e1i:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Gi\u1eef th\u1ecb ph\u1ea7n l\u1edbn trong m\u1ed9t ng\u00e0nh \u0111\u00e3 tr\u01b0\u1edfng th\u00e0nh v\u1edbi t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng ch\u1eadm d\u1ea7n<\/li>\n\n\n\n<li>C\u00f3 kh\u1ea3 n\u0103ng t\u1ea1o ra l\u1ee3i nhu\u1eadn \u1ed5n \u0111\u1ecbnh nh\u01b0ng l\u1ea1i kh\u00f4ng \u0111\u00f2i h\u1ecfi doanh nghi\u1ec7p \u0111\u1ea7u t\u01b0 qu\u00e1 nhi\u1ec1u<\/li>\n<\/ul>\n\n\n\n<p>Con B\u00f2 S\u1eefa th\u01b0\u1eddng l\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m ch\u1ee7 ch\u1ed1t ho\u1eb7c l\u0129nh v\u1ef1c kinh doanh ch\u00ednh c\u1ee7a doanh nghi\u1ec7p. Ch\u00fang \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng trong vi\u1ec7c cung c\u1ea5p t\u00e0i ch\u00ednh \u0111\u1ec3 \u201cnu\u00f4i d\u01b0\u1ee1ng\u201d c\u00e1c ho\u1ea1t \u0111\u1ed9ng kh\u00e1c. B\u1edfi v\u1eady, nh\u00e0 tr\u1ecb c\u1ea7n \u00e1p d\u1ee5ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c \u1ed5n \u0111\u1ecbnh \u0111\u1ec3 duy tr\u00ec th\u1ecb ph\u1ea7n v\u00e0 t\u1ed1i \u01b0u h\u00f3a l\u1ee3i nhu\u1eadn c\u1ee7a SBU Con B\u00f2 S\u1eefa.&nbsp;<\/p>\n\n\n\n<p>Trong tr\u01b0\u1eddng h\u1ee3p c\u00e1c s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 Con B\u00f2 S\u1eefa c\u00f3 chi\u1ec1u h\u01b0\u1edbng t\u0103ng tr\u01b0\u1edfng ch\u1eadm, nh\u00e0 qu\u1ea3n tr\u1ecb c\u1ea7n xem x\u00e9t c\u00e1c k\u1ebf ho\u1ea1ch thu h\u1eb9p ho\u1eb7c r\u00fat lui kh\u1ecfi th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o s\u1ef1 b\u1ec1n v\u1eefng cho doanh nghi\u1ec7p.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-3-sbu-ngoi-sao-star\"><strong>2.3 SBU Ng\u00f4i Sao (Star)<\/strong><\/h3>\n\n\n\n<p>Ng\u00f4i Sao \u0111\u1ea1i di\u1ec7n cho c\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Gi\u1eef th\u1ecb ph\u1ea7n l\u1edbn trong m\u1ed9t ng\u00e0nh h\u00e0ng \u0111ang t\u0103ng tr\u01b0\u1edfng cao<\/li>\n\n\n\n<li>C\u00f3 ti\u1ec1m n\u0103ng t\u1ea1o ra l\u1ee3i nhu\u1eadn cao, tuy nhi\u00ean ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi s\u1ef1 c\u1ea1nh tranh gay g\u1eaft do th\u1ecb tr\u01b0\u1eddng \u0111ang ph\u00e1t tri\u1ec3n nhanh ch\u00f3ng<\/li>\n<\/ul>\n\n\n\n<p>\u0110\u1ed1i v\u1edbi c\u00e1c SBU Ng\u00f4i Sao, doanh nghi\u1ec7p c\u1ea7n m\u1ea1nh tay \u0111\u1ea7u t\u01b0 h\u01a1n \u0111\u1ec3 duy tr\u00ec v\u1ecb th\u1ebf d\u1eabn \u0111\u1ea7u ng\u00e0nh. \u0110\u1ed3ng th\u1eddi, n\u1ebfu \u0111\u01b0\u1ee3c \u0111\u1ecbnh h\u01b0\u1edbng ph\u00e1t tri\u1ec3n \u0111\u00fang \u0111\u1eafn, c\u00e1c SBU Ng\u00f4i Sao c\u00f3 th\u1ec3 tr\u1edf th\u00e0nh B\u00f2 S\u1eefa khi ng\u00e0nh h\u00e0ng b\u01b0\u1edbc v\u00e0o giai \u0111o\u1ea1n tr\u01b0\u1edfng th\u00e0nh.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-4-sbu-d\u1ea5u-ch\u1ea5m-h\u1ecfi-question-mark\"><strong>2.4 SBU D\u1ea5u Ch\u1ea5m H\u1ecfi (Question Mark) <\/strong><\/h3>\n\n\n\n<p>\u0110\u1eb7c \u0111i\u1ec3m c\u1ee7a c\u00e1c SBU \u0111\u01b0\u1ee3c ph\u00e2n lo\u1ea1i v\u00e0o D\u1ea5u Ch\u1ea5m H\u1ecfi bao g\u1ed3m:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Chi\u1ebfm th\u1ecb ph\u1ea7n nh\u1ecf trong m\u1ed9t ng\u00e0nh h\u00e0ng \u0111ang ph\u00e1t tri\u1ec3n nhanh, do \u0111\u00f3 y\u00eau c\u1ea7u \u0111\u1ea7u t\u01b0 \u0111\u00e1ng k\u1ec3 \u0111\u1ec3 duy tr\u00ec ho\u1eb7c \u0111\u1ec3 gi\u00e0nh th\u00eam th\u1ecb ph\u1ea7n<\/li>\n\n\n\n<li>C\u00f3 ti\u1ec1m n\u0103ng th\u01b0\u01a1ng m\u1ea1i t\u1ed1t, tuy nhi\u00ean c\u1ea7n ph\u1ea3i \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 t\u00ednh kh\u1ea3 thi v\u00e0 ti\u1ec1m n\u0103ng m\u1ed9t c\u00e1ch c\u1ea9n th\u1eadn<\/li>\n<\/ul>\n\n\n\n<p>Kh\u00f4ng c\u00f3 chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n c\u1ee5 th\u1ec3 cho c\u00e1c s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 thu\u1ed9c ph\u00e2n kh\u00fac D\u1ea5u Ch\u1ea5m H\u1ecfi. Thay v\u00e0o \u0111\u00f3, t\u00f9y thu\u1ed9c v\u00e0o ti\u1ec1m n\u0103ng sinh l\u1eddi c\u1ee7a s\u1ea3n ph\u1ea9m ho\u1eb7c th\u1ecb tr\u01b0\u1eddng, doanh nghi\u1ec7p c\u1ea7n l\u1ef1a ch\u1ecdn chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng, thu h\u1eb9p ho\u1eb7c r\u00fat lui m\u1ed9t c\u00e1ch h\u1ee3p l\u00fd nh\u1ea5t.<\/p>\n\n\n\n<p>Ngo\u00e0i ra, \u0111\u1ed1i v\u1edbi c\u00e1c SBU \u0111\u00e3 chi\u1ebfm m\u1ed9t th\u1ecb ph\u1ea7n nh\u1ecf trong m\u1ed9t ng\u00e0nh t\u0103ng tr\u01b0\u1edfng nhanh, n\u1ebfu kh\u00f4ng \u0111\u01b0\u1ee3c \u0111\u1ea7u t\u01b0, D\u1ea5u Ch\u1ea5m H\u1ecfi c\u00f3 nguy c\u01a1 b\u1ecb \u201cbi\u1ebfn th\u00e0nh\u201d Con Ch\u00f3. Ng\u01b0\u1ee3c l\u1ea1i, n\u1ebfu c\u00f3 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n th\u00f4ng minh, D\u1ea5u Ch\u1ea5m H\u1ecfi c\u0169ng c\u00f3 th\u1ec3 tr\u1edf th\u00e0nh Ng\u00f4i Sao.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-3-cach-l\u1eadp-chi\u1ebfn-l\u01b0\u1ee3c-kinh-doanh-d\u1ef1a-tren-phan-tich-ma-tr\u1eadn-bcg\"><strong>3. C\u00e1ch l\u1eadp chi\u1ebfn l\u01b0\u1ee3c kinh doanh d\u1ef1a tr\u00ean ph\u00e2n t\u00edch ma tr\u1eadn BCG<\/strong><strong> <\/strong><strong><\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-1-chi\u1ebfn-l\u01b0\u1ee3c-kinh-doanh-t\u01b0\u01a1ng-\u1ee9ng-v\u1edbi-cac-sbu\"><strong>3.1 Chi\u1ebfn l\u01b0\u1ee3c kinh doanh t\u01b0\u01a1ng \u1ee9ng v\u1edbi c\u00e1c SBU<\/strong><\/h3>\n\n\n\n<p>D\u1eef li\u1ec7u t\u1eeb vi\u1ec7c ph\u00e2n t\u00edch ma tr\u1eadn BCG cung c\u1ea5p n\u1ec1n t\u1ea3ng quan tr\u1ecdng gi\u00fap c\u00e1c SBU x\u00e1c \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n ph\u00f9 h\u1ee3p v\u1edbi ngu\u1ed3n l\u1ef1c hi\u1ec7n c\u00f3. T\u01b0\u01a1ng \u1ee9ng v\u1edbi 4 ph\u00e2n kh\u00fac c\u1ee7a ma tr\u1eadn BCG l\u00e0 4 chi\u1ebfn l\u01b0\u1ee3c kinh doanh kh\u00e1c nhau, bao g\u1ed3m: chi\u1ebfn l\u01b0\u1ee3c x\u00e2y d\u1ef1ng (build), chi\u1ebfn l\u01b0\u1ee3c duy tr\u00ec (hold), chi\u1ebfn l\u01b0\u1ee3c thu ho\u1ea1ch (harvest) v\u00e0 chi\u1ebfn l\u01b0\u1ee3c tho\u00e1i v\u1ed1n (divest).<\/p>\n\n\n\n<p><strong>Chi\u1ebfn l\u01b0\u1ee3c x\u00e2y d\u1ef1ng (build) &#8211; \u0110\u1ea9y m\u1ea1nh \u0111\u1ea7u t\u01b0 \u0111\u1ec3 gia t\u0103ng th\u1ecb ph\u1ea7n<\/strong><\/p>\n\n\n\n<p>Chi\u1ebfn l\u01b0\u1ee3c x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng cho c\u00e1c SBU D\u1ea5u Ch\u1ea5m H\u1ecfi v\u1edbi th\u1ecb ph\u1ea7n c\u00f2n th\u1ea5p. \u0110\u1ecbnh h\u01b0\u1edbng c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c n\u00e0y l\u00e0 t\u1eadp trung t\u1ea5t c\u1ea3 c\u00e1c ngu\u1ed3n l\u1ef1c v\u00e0o vi\u1ec7c c\u1ea3i thi\u1ec7n s\u1ea3n ph\u1ea9m v\u00e0 t\u0103ng m\u1ee9c \u0111\u1ed9 nh\u1eadn di\u1ec7n \u0111\u1ec3 chi\u1ebfm th\u00eam th\u1ecb ph\u1ea7n. Tuy nhi\u00ean, khi tri\u1ec3n khai chi\u1ebfn l\u01b0\u1ee3c n\u00e0y, doanh nghi\u1ec7p kh\u00f4ng th\u1ec3 mong \u0111\u1ee3i thu \u0111\u01b0\u1ee3c l\u1ee3i nhu\u1eadn ngay l\u1eadp t\u1ee9c, b\u1edfi v\u00ec \u0111\u00f2i h\u1ecfi s\u1ef1 \u0111\u1ea7u t\u01b0 li\u00ean t\u1ee5c v\u00e0 ngu\u1ed3n v\u1ed1n l\u1edbn.<\/p>\n\n\n\n<p><strong>Chi\u1ebfn l\u01b0\u1ee3c duy tr\u00ec (hold) &#8211; T\u00e1i \u0111\u1ea7u t\u01b0 l\u1ee3i nhu\u1eadn \u0111\u1ec3 gia t\u0103ng th\u1ecb ph\u1ea7n<\/strong><\/p>\n\n\n\n<p>Chi\u1ebfn l\u01b0\u1ee3c duy tr\u00ec ph\u00f9 h\u1ee3p cho c\u00e1c SBU Ng\u00f4i Sao. Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y \u0111\u1ec1 c\u1eadp \u0111\u1ebfn vi\u1ec7c t\u00e1i \u0111\u1ea7u t\u01b0 l\u1ee3i nhu\u1eadn \u0111\u1ec3 c\u1ee7ng c\u1ed1 n\u0103ng l\u1ef1c c\u1ea1nh tranh, c\u0169ng nh\u01b0 t\u1eadn d\u1ee5ng s\u1ef1 h\u1ee9ng th\u00fa c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m \u0111\u1ec3 m\u1edf r\u1ed9ng th\u1ecb ph\u1ea7n.<\/p>\n\n\n\n<p><strong>Chi\u1ebfn l\u01b0\u1ee3c thu ho\u1ea1ch (harvest) &#8211; C\u1eaft gi\u1ea3m chi ph\u00ed, t\u1ed1i \u01b0u h\u00f3a l\u1ee3i nhu\u1eadn<\/strong><\/p>\n\n\n\n<p>Trong ma tr\u1eadn Boston, chi\u1ebfn l\u01b0\u1ee3c thu ho\u1ea1ch \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng cho c\u00e1c SBU Con B\u00f2 S\u1eefa do \u0111\u00e2y l\u00e0 th\u1eddi \u0111i\u1ec3m t\u1ef7 l\u1ec7 t\u0103ng tr\u01b0\u1edfng c\u00f3 d\u1ea5u hi\u1ec7u b\u00e3o h\u00f2a. Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y nh\u1ea5n m\u1ea1nh v\u00e0o m\u1ee5c ti\u00eau t\u1ed1i \u01b0u h\u00f3a l\u1ee3i nhu\u1eadn ng\u1eafn h\u1ea1n th\u00f4ng qua vi\u1ec7c c\u1eaft gi\u1ea3m chi ph\u00ed, thay v\u00ec t\u00e1i \u0111\u1ea7u t\u01b0 v\u00e0o c\u00e1c s\u1ea3n ph\u1ea9m D\u1ea5u Ch\u1ea5m H\u1ecfi ho\u1eb7c Ng\u00f4i Sao.<\/p>\n\n\n\n<p><strong>Chi\u1ebfn l\u01b0\u1ee3c tho\u00e1i v\u1ed1n (divest) &#8211; T\u1eeb b\u1ecf th\u1ecb tr\u01b0\u1eddng<\/strong><\/p>\n\n\n\n<p>Chi\u1ebfn l\u01b0\u1ee3c tho\u00e1i v\u1ed1n khuy\u1ebfn kh\u00edch doanh nghi\u1ec7p thu h\u1ed3i v\u1ed1n t\u1eeb c\u00e1c SBU Con Ch\u00f3. Thanh l\u00fd h\u00e0ng ho\u1eb7c gi\u1ea3m gi\u00e1 l\u00e0 nh\u1eefng ho\u1ea1t \u0111\u1ed9ng c\u01a1 b\u1ea3n gi\u00fap doanh nghi\u1ec7p chuy\u1ec3n d\u00f2ng ti\u1ec1n t\u1eeb s\u1ea3n ph\u1ea9m kh\u00f4ng c\u00f2n tri\u1ec3n v\u1ecdng sang nh\u1eefng s\u1ea3n ph\u1ea9m ti\u1ec1m n\u0103ng h\u01a1n, v\u00e0 kh\u1edfi \u0111\u1ed9ng chu k\u1ef3 kinh doanh m\u1edbi.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-2-vi-d\u1ee5-s\u1eed-d\u1ee5ng-ma-tr\u1eadn-bcg-d\u1ec3-l\u1eadp-chi\u1ebfn-l\u01b0\u1ee3c-s\u1eed-d\u1ee5ng-cac-kenh-marketing\"><strong>3.2 V\u00ed d\u1ee5: S\u1eed d\u1ee5ng ma tr\u1eadn BCG \u0111\u1ec3 l\u1eadp chi\u1ebfn l\u01b0\u1ee3c s\u1eed d\u1ee5ng c\u00e1c k\u00eanh marketing<\/strong><\/h3>\n\n\n\n<p>Kh\u00f4ng ch\u1ec9 \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng trong vi\u1ec7c l\u1eadp k\u1ebf ho\u1ea1ch chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m, ma tr\u1eadn BCG c\u0169ng c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a hi\u1ec7u su\u1ea5t chi\u1ebfn l\u01b0\u1ee3c Marketing.<\/p>\n\n\n\n<p>Trong tr\u01b0\u1eddng h\u1ee3p n\u00e0y, tr\u1ee5c \u0111\u1ee9ng c\u1ee7a ma tr\u1eadn \u0111\u1ea1i di\u1ec7n cho s\u1ed1 v\u1ed1n \u0111\u1ea7u t\u01b0 ho\u1eb7c l\u1ee3i nhu\u1eadn t\u1eeb vi\u1ec7c \u0111\u1ea7u t\u01b0 (<a href=\"https:\/\/base.vn\/blog\/roi-la-gi\/\" target=\"_blank\" rel=\"noreferrer noopener\">ROI<\/a>) c\u1ee7a m\u1ed7i k\u00eanh marketing; tr\u1ee5c ngang \u0111\u1ea1i di\u1ec7n cho hi\u1ec7u su\u1ea5t ti\u1ec1m n\u0103ng ho\u1eb7c doanh s\u1ed1 b\u00e1n h\u00e0ng c\u1ee7a t\u1eebng k\u00eanh marketing.<\/p>\n\n\n\n<p>T\u01b0\u01a1ng t\u1ef1 nh\u01b0 ma tr\u1eadn BCG cho chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m, c\u1ea5u tr\u00fac c\u1ee7a ma tr\u1eadn BCG cho chi\u1ebfn l\u01b0\u1ee3c marketing bao g\u1ed3m:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Ng\u00f4i Sao: <\/strong>C\u00e1c k\u00eanh marketing c\u00f3 ROI cao v\u00e0 hi\u1ec7u su\u1ea5t cao, x\u1ee9ng \u0111\u00e1ng \u0111\u1ec3 doanh nghi\u1ec7p \u0111\u1ea9y m\u1ea1nh \u0111\u1ea7u t\u01b0 v\u00e0 mong \u0111\u1ee3i l\u1ee3i nhu\u1eadn t\u1ed1t<\/li>\n\n\n\n<li><strong>D\u1ea5u Ch\u1ea5m H\u1ecfi:<\/strong> C\u00e1c k\u00eanh marketing c\u00f3 ROI cao nh\u01b0ng hi\u1ec7u su\u1ea5t th\u1ea5p, doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111\u1ea7u t\u01b0 th\u1eed nghi\u1ec7m, tuy nhi\u00ean k\u1ebft qu\u1ea3 ho\u1ea1t \u0111\u1ed9ng c\u1ee7a m\u1ed7i k\u00eanh s\u1ebd kh\u00e1c nhau<\/li>\n\n\n\n<li><strong>Con Ch\u00f3:<\/strong> C\u00e1c k\u00eanh marketing c\u00f3 ROI th\u1ea5p v\u00e0 hi\u1ec7u su\u1ea5t th\u1ea5p, doanh nghi\u1ec7p n\u00ean xem x\u00e9t chuy\u1ec3n ngu\u1ed3n l\u1ef1c \u0111\u1ea7u t\u01b0 sang c\u00e1c k\u00eanh ti\u1ec1m n\u0103ng h\u01a1n<\/li>\n\n\n\n<li><strong>Con B\u00f2 S\u1eefa: <\/strong>C\u00e1c k\u00eanh marketing c\u00f3 ROI th\u1ea5p nh\u01b0ng hi\u1ec7u su\u1ea5t cao, c\u1ea7n \u0111\u01b0\u1ee3c duy tr\u00ec s\u1ef1 \u1ed5n \u0111\u1ecbnh.<\/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-space\/\" target=\"_blank\" rel=\"noreferrer noopener\">Ma tr\u1eadn Space l\u00e0 g\u00ec? C\u00f4ng c\u1ee5 \u0111\u00e1nh gi\u00e1 chi\u1ebfn l\u01b0\u1ee3c doanh nghi\u1ec7p<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-4-vi-d\u1ee5-v\u1ec1-ma-tr\u1eadn-bcg-c\u1ee7a-cac-doanh-nghi\u1ec7p-hang-d\u1ea7u\"><strong>4. V\u00ed d\u1ee5 v\u1ec1 ma tr\u1eadn BCG c\u1ee7a c\u00e1c doanh nghi\u1ec7p h\u00e0ng \u0111\u1ea7u<\/strong><strong><\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-1-ma-tr\u1eadn-bcg-c\u1ee7a-coca-cola\"><strong>4.1 Ma tr\u1eadn BCG c\u1ee7a Coca-cola<\/strong><\/h3>\n\n\n\n<p>Coca-cola l\u00e0 m\u1ed9t trong nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u n\u01b0\u1edbc gi\u1ea3i kh\u00e1t c\u00f3 ga n\u1ed5i ti\u1ebfng tr\u00ean to\u00e0n c\u1ea7u. C\u00e1c s\u1ea3n ph\u1ea9m mang th\u01b0\u01a1ng hi\u1ec7u Coca-cola hi\u1ec7n \u0111\u00e3 c\u00f3 m\u1eb7t t\u1ea1i h\u01a1n 200 qu\u1ed1c gia.<\/p>\n\n\n\n<p>Trong v\u00ed d\u1ee5 v\u1ec1 ma tr\u1eadn BCG c\u1ee7a Coca-Cola, c\u00e1c SBU l\u1ea7n l\u01b0\u1ee3t l\u00e0:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Ng\u00f4i Sao: <\/strong>Dasani v\u00e0 Kinley &#8211; L\u00e0 hai s\u1ea3n ph\u1ea9m chi\u1ebfm l\u0129nh th\u1ecb tr\u01b0\u1eddng t\u1ea1i Ch\u00e2u \u00c2u v\u00e0 Hoa K\u1ef3 m\u00e0 kh\u00f4ng c\u00f3 d\u1ea5u hi\u1ec7u t\u0103ng tr\u01b0\u1edfng ch\u1eadm l\u1ea1i<\/li>\n\n\n\n<li><strong>D\u1ea5u Ch\u1ea5m H\u1ecfi: <\/strong>Diet Coke v\u00e0 Minute Maid &#8211; L\u00e0 hai s\u1ea3n ph\u1ea9m m\u1eb7c d\u00f9 thu h\u00fat m\u1ed9t l\u01b0\u1ee3ng ng\u01b0\u1eddi ti\u00eau d\u00f9ng khi\u00eam t\u1ed1n, nh\u01b0ng v\u1eabn \u0111\u01b0\u1ee3c xem l\u00e0 c\u00f3 ti\u1ec1m n\u0103ng khai th\u00e1c<\/li>\n\n\n\n<li><strong>Con B\u00f2 S\u1eefa: <\/strong>Coca-cola truy\u1ec1n th\u1ed1ng &#8211; V\u00ec n\u00f3 c\u00f3 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng th\u1ea5p v\u00e0 chi\u1ebfm th\u1ecb ph\u1ea7n cao<\/li>\n\n\n\n<li><strong>Con Ch\u00f3: <\/strong>Coca-cola truy\u1ec1n th\u1ed1ng &#8211; B\u1edfi v\u00ec v\u1edbi xu th\u1ebf gi\u1ea3m ti\u00eau th\u1ee5 n\u01b0\u1edbc ng\u1ecdt c\u00f3 ga, SBU n\u00e0y c\u00f3 kh\u1ea3 n\u0103ng b\u1ecb m\u1ea5t th\u1ecb ph\u1ea7n v\u00e0o tay c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u01b0\u1edbc u\u1ed1ng l\u00e0nh m\u1ea1nh.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-2-ma-tr\u1eadn-bcg-c\u1ee7a-vinamilk\"><strong>4.2 Ma tr\u1eadn BCG c\u1ee7a Vinamilk<\/strong><\/h3>\n\n\n\n<p>Vinamilk l\u00e0 m\u1ed9t trong nh\u1eefng c\u00f4ng ty h\u00e0ng \u0111\u1ea7u trong l\u0129nh v\u1ef1c s\u1ea3n xu\u1ea5t v\u00e0 kinh doanh c\u00e1c s\u1ea3n ph\u1ea9m s\u1eefa v\u00e0 th\u1ef1c ph\u1ea9m t\u1eeb s\u1eefa t\u1ea1i Vi\u1ec7t Nam. \u0110\u1ebfn th\u1eddi \u0111i\u1ec3m hi\u1ec7n t\u1ea1i, Vinamilk \u0111\u00e3 tung ra th\u1ecb tr\u01b0\u1eddng nhi\u1ec1u d\u00f2ng s\u1ea3n ph\u1ea9m \u0111a d\u1ea1ng nh\u01b0 s\u1eefa n\u01b0\u1edbc, s\u1eefa chua, s\u1eefa \u0111\u1eb7c, b\u1ed9t \u0103n d\u1eb7m, v\u00e0 nhi\u1ec1u s\u1ea3n ph\u1ea9m kh\u00e1c.<\/p>\n\n\n\n<p>Ma tr\u1eadn BCG c\u1ee7a Vinamilk \u0111\u01b0\u1ee3c ph\u00e2n chia th\u00e0nh 4 SBU nh\u01b0 sau:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Ng\u00f4i Sao:<\/strong> S\u1eefa chua, S\u1eefa n\u01b0\u1edbc &#8211; L\u00e0 hai m\u1eb7t h\u00e0ng ch\u1ee7 l\u1ef1c v\u00e0 \u0111\u00f3ng g\u00f3p l\u1edbn nh\u1ea5t v\u00e0o doanh thu c\u1ee7a Vinamilk, lu\u00f4n \u0111\u01b0\u1ee3c \u0111\u1ea7u t\u01b0 \u0111\u1ec3 c\u1ea3i thi\u1ec7n ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 duy tr\u00ec v\u1ecb th\u1ebf d\u1eabn \u0111\u1ea7u tr\u00ean th\u1ecb tr\u01b0\u1eddng<\/li>\n\n\n\n<li><strong>D\u1ea5u Ch\u1ea5m H\u1ecfi: <\/strong>S\u1eefa b\u1ed9t &#8211; Chi\u1ebfm th\u1ecb ph\u1ea7n \u0111\u00e1ng k\u1ec3 t\u1ea1i khu v\u1ef1c n\u00f4ng th\u00f4n, nh\u01b0ng l\u1ea1i g\u1eb7p kh\u00f3 kh\u0103n khi ph\u1ea3i c\u1ea1nh tranh v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 ngo\u1ea1i qu\u1ed1c \u1edf khu v\u1ef1c th\u00e0nh th\u1ecb<\/li>\n\n\n\n<li><strong>Con B\u00f2 S\u1eefa: <\/strong>S\u1eefa \u0111\u1eb7c &#8211; Gi\u1eef th\u1ecb ph\u1ea7n cao nh\u01b0ng m\u1ee9c t\u0103ng tr\u01b0\u1edfng b\u1ecb h\u1ea1n ch\u1ebf khi ph\u1ea3i c\u1ea1nh tranh v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 l\u1edbn nh\u01b0 h\u00e3ng \u00d4ng Th\u1ecd v\u00e0 Ng\u00f4i Sao Ph\u01b0\u01a1ng Nam<\/li>\n\n\n\n<li><strong>Con Ch\u00f3:<\/strong> Nh\u00f3c Kem &#8211; L\u00e0 SBU \u0111\u1ed1i m\u1eb7t v\u1edbi s\u1ef1 c\u1ea1nh tranh gay g\u1eaft t\u1eeb c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kem kh\u00e1c nh\u01b0 Merino hay Celano v\u00e0 kh\u00f4ng \u0111\u1ea1t \u0111\u01b0\u1ee3c l\u1ee3i nhu\u1eadn mong \u0111\u1ee3i. Do \u0111\u00f3, sau m\u1ed9t th\u1eddi gian kinh doanh, Vinamilk bu\u1ed9c ph\u1ea3i d\u1eebng \u0111\u1ea7u t\u01b0 v\u00e0 ng\u1eebng s\u1ea3n xu\u1ea5t SBU n\u00e0y.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-3-ma-tr\u1eadn-bcg-c\u1ee7a-vingroup\"><strong>4.3 Ma tr\u1eadn BCG c\u1ee7a Vingroup<\/strong><\/h3>\n\n\n\n<p>Vingroup l\u00e0 m\u1ed9t t\u1eadp \u0111o\u00e0n \u0111a ng\u00e0nh h\u00e0ng \u0111\u1ea7u t\u1ea1i Vi\u1ec7t Nam, ho\u1ea1t \u0111\u1ed9ng trong nhi\u1ec1u l\u0129nh v\u1ef1c kinh doanh nh\u01b0 b\u1ea5t \u0111\u1ed9ng s\u1ea3n, \u00f4 t\u00f4, c\u00f4ng ngh\u1ec7, th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed, gi\u00e1o d\u1ee5c, v\u00e0 nhi\u1ec1u l\u0129nh v\u1ef1c kh\u00e1c.<\/p>\n\n\n\n<p>Ma tr\u1eadn BCG c\u1ee7a Vingroup c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch nh\u01b0 sau:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Ng\u00f4i Sao: <\/strong>Vinhomes &#8211; SBU n\u00e0y lu\u00f4n \u0111\u01b0\u1ee3c Vingroup \u0111\u1ea7u t\u01b0 m\u1edf r\u1ed9ng. N\u00f3 chi\u1ebfm gi\u1eef th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i cao, tuy nhi\u00ean kh\u1ea3 n\u0103ng thu h\u00fat \u0111\u1ea7u t\u01b0 c\u00f3 th\u1ec3 s\u1ebd gi\u1ea3m h\u01a1n nh\u1eefng n\u0103m tr\u01b0\u1edbc. T\u00f9y xu th\u1ebf \u0111\u1ea7u t\u01b0 b\u1ea5t \u0111\u1ed9ng s\u1ea3n m\u00e0 Vinhomes c\u0169ng c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c xem l\u00e0 <strong>Con B\u00f2 S\u1eefa<\/strong>.<\/li>\n\n\n\n<li><strong>D\u1ea5u Ch\u1ea5m H\u1ecfi:<\/strong> Vinfast v\u00e0 VinUni &#8211; V\u00ec ch\u00fang l\u00e0 nh\u1eefng \u0111\u1ee9a con &#8220;sinh sau \u0111\u1ebb mu\u1ed9n&#8221; n\u00ean c\u1ea7n \u0111\u01b0\u1ee3c \u0111\u1ea7u t\u01b0 cao v\u00e0 th\u1ecb ph\u1ea7n v\u1eabn c\u00f2n t\u01b0\u01a1ng \u0111\u1ed1i th\u1ea5p.<\/li>\n\n\n\n<li><strong>Con Ch\u00f3:<\/strong> Vinmart &#8211; \u0110\u00e2y l\u00e0 SBU ph\u1ea3i \u0111\u1ed1i \u0111\u1ea7u v\u1edbi nhi\u1ec1u \u201c\u00f4ng l\u1edbn\u201d trong ng\u00e0nh b\u00e1n l\u1ebb v\u00e0 c\u0169ng ghi nh\u1eadn m\u1ee9c l\u1ed7 k\u1ef7 l\u1ee5c. Vingroup \u0111\u00e3 kh\u00f4ng c\u00f2n m\u1eb7n m\u00e0 trong vi\u1ec7c \u0111\u1ea7u t\u01b0 cho SBU n\u00e0y, v\u00e0 \u0111\u00e3 b\u00e1n Vinmart cho t\u1eadp \u0111o\u00e0n Masan v\u00e0o cu\u1ed1i n\u0103m 2019.<\/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-ge\/\" target=\"_blank\" rel=\"noreferrer noopener\">Ma tr\u1eadn GE l\u00e0 g\u00ec? C\u00f4ng c\u1ee5 ph\u00e2n t\u00edch chi\u1ebfn l\u01b0\u1ee3c cho doanh nghi\u1ec7p<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-5-\u01b0u-nh\u01b0\u1ee3c-di\u1ec3m-c\u1ee7a-ma-tr\u1eadn-bcg\"><strong>5. \u01afu nh\u01b0\u1ee3c \u0111i\u1ec3m c\u1ee7a ma tr\u1eadn BCG<\/strong><strong> <\/strong><strong><\/strong><strong><\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-5-1-\u01b0u-di\u1ec3m-c\u1ee7a-ma-tr\u1eadn-bcg\"><strong>5.1 \u01afu \u0111i\u1ec3m c\u1ee7a ma tr\u1eadn BCG<\/strong><\/h3>\n\n\n\n<p>Ma tr\u1eadn BCG s\u1edf h\u1eefu nhi\u1ec1u \u01b0u \u0111i\u1ec3m n\u1ed5i b\u1eadt nh\u01b0 sau:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u0110\u01a1n gi\u1ea3n v\u00e0 d\u1ec5 \u00e1p d\u1ee5ng: M\u00f4 h\u00ecnh BCG \u0111\u01b0\u1ee3c xem l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 ph\u00e2n t\u00edch kinh doanh \u0111\u01a1n gi\u1ea3n v\u00e0 d\u1ec5 \u00e1p d\u1ee5ng trong nhi\u1ec1u ng\u00e0nh v\u00e0 l\u0129nh v\u1ef1c kh\u00e1c nhau. H\u01a1n n\u1eefa, ng\u01b0\u1eddi s\u1eed d\u1ee5ng ma tr\u1eadn BCG kh\u00f4ng nh\u1ea5t ph\u1ea3i l\u00e0 m\u1ed9t chuy\u00ean gia ph\u00e2n t\u00edch xu\u1ea5t s\u1eafc.<\/li>\n\n\n\n<li>H\u1ed7 tr\u1ee3 ph\u00e2n b\u1ed5 ngu\u1ed3n l\u1ef1c: Ma tr\u1eadn BCG cho ph\u00e9p nh\u00e0 qu\u1ea3n tr\u1ecb x\u00e1c \u0111\u1ecbnh r\u00f5 r\u00e0ng nh\u1eefng SBU quan tr\u1ecdng ho\u1eb7c ti\u1ec1m n\u0103ng c\u1ea7n \u0111\u01b0\u1ee3c \u0111\u1ea9y m\u1ea1nh \u0111\u1ea7u t\u01b0.<\/li>\n\n\n\n<li>Kh\u1edfi \u0111\u1ea7u cho ho\u1ea1t \u0111\u1ed9ng ph\u00e2n t\u00edch chi ti\u1ebft h\u01a1n: D\u1ef1a tr\u00ean khung ph\u00e2n lo\u1ea1i c\u00e1c SBU, nh\u00e0 qu\u1ea3n tr\u1ecb c\u00f3 th\u1ec3 ph\u00e2n t\u00edch s\u1ef1 t\u0103ng tr\u01b0\u1edfng, th\u1ecb ph\u1ea7n v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 chi\u1ebfn l\u01b0\u1ee3c kh\u00e1c c\u1ee7a t\u1eebng danh m\u1ee5c m\u1ed9t c\u00e1ch chi ti\u1ebft h\u01a1n. \u0110\u00f3 ch\u00ednh l\u00e0 c\u01a1 s\u1edf \u0111\u1ec3 doanh nghi\u1ec7p \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh \u0111\u00fang \u0111\u1eafn v\u00e0 ph\u00f9 h\u1ee3p v\u1edbi m\u1ee5c ti\u00eau kinh doanh c\u1ee7a m\u00ecnh.<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/base.vn\/wp-content\/uploads\/2024\/04\/ma-tran-bcg-2-1024x716.jpg\" alt=\"\u01afu nh\u01b0\u1ee3c \u0111i\u1ec3m c\u1ee7a Ma tr\u1eadn BCG\"\/><\/figure><\/div>\n\n\n<h3 class=\"wp-block-heading\" id=\"h-5-2-nh\u01b0\u1ee3c-di\u1ec3m-c\u1ee7a-ma-tr\u1eadn-bcg\"><strong>5.2 Nh\u01b0\u1ee3c \u0111i\u1ec3m c\u1ee7a ma tr\u1eadn BCG<\/strong><\/h3>\n\n\n\n<p>M\u1eb7c d\u00f9 mang l\u1ea1i nhi\u1ec1u l\u1ee3i \u00edch cho doanh nghi\u1ec7p, ma tr\u1eadn BCG v\u1eabn c\u00f3 m\u1ed9t s\u1ed1 h\u1ea1n ch\u1ebf:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Trong qu\u00e1 tr\u00ecnh ph\u00e2n lo\u1ea1i SBU, ma tr\u1eadn BCG chia ch\u00fang th\u00e0nh hai m\u1ee9c \u0111\u1ed9 th\u1ea5p v\u00e0 cao. Tuy nhi\u00ean, trong th\u1ef1c t\u1ebf, nhi\u1ec1u SBU c\u1ee7a doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u1edf m\u1ee9c trung b\u00ecnh. Do \u0111\u00f3, ma tr\u1eadn BCG c\u00f3 th\u1ec3 kh\u00f4ng ph\u1ea3n \u00e1nh \u0111\u00fang b\u1ea3n ch\u1ea5t c\u1ee7a ho\u1ea1t \u0111\u1ed9ng kinh doanh.<\/li>\n\n\n\n<li>Ma tr\u1eadn BCG kh\u00f4ng ph\u1ea3n \u00e1nh r\u00f5 r\u00e0ng th\u1ecb tr\u01b0\u1eddng c\u1ee7a ng\u00e0nh. C\u00f3 nh\u1eefng tr\u01b0\u1eddng h\u1ee3p s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u00f3 th\u1ecb ph\u1ea7n cao nh\u01b0ng l\u1ea1i \u0111\u00f2i h\u1ecfi chi ph\u00ed \u0111\u1ea7u t\u01b0 l\u1edbn. \u0110i\u1ec1u n\u00e0y d\u1eabn \u0111\u1ebfn t\u00ecnh tr\u1ea1ng doanh nghi\u1ec7p kh\u00f4ng thu \u0111\u01b0\u1ee3c nhi\u1ec1u l\u1ee3i nhu\u1eadn. V\u00ec v\u1eady, kh\u00f4ng ph\u1ea3i l\u00fac n\u00e0o s\u1ea3n ph\u1ea9m c\u00f3 th\u1ecb ph\u1ea7n cao c\u0169ng \u0111\u1ea3m b\u1ea3o mang l\u1ea1i l\u1ee3i nhu\u1eadn t\u1ed1t.<\/li>\n\n\n\n<li>T\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng v\u00e0 th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i kh\u00f4ng ph\u1ea3i l\u00e0 ch\u1ec9 s\u1ed1 duy nh\u1ea5t ph\u1ea3n \u00e1nh l\u1ee3i nhu\u1eadn c\u1ee7a doanh nghi\u1ec7p. Do \u0111\u00f3, ma tr\u1eadn BCG c\u00f3 nguy c\u01a1 b\u1ecb b\u1ecf qua v\u00e0 xem nh\u1eb9 c\u00e1c ch\u1ec9 s\u1ed1 kh\u00e1c c\u00f3 th\u1ec3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn l\u1ee3i nhu\u1eadn.<\/li>\n\n\n\n<li>C\u00f3 nhi\u1ec1u tr\u01b0\u1eddng h\u1ee3p SBU Con Ch\u00f3 t\u1ea1o ra l\u1ee3i th\u1ebf c\u1ea1nh tranh cho doanh nghi\u1ec7p, th\u1eadm ch\u00ed l\u1ee3i nhu\u1eadn thu \u0111\u01b0\u1ee3c t\u1eeb nh\u00f3m n\u00e0y c\u00f2n c\u00f3 th\u1ec3 cao h\u01a1n so v\u1edbi c\u00e1c SBU Con B\u00f2 S\u1eefa.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-6-cach-v\u1ebd-ma-tr\u1eadn-bcg\"><strong>6. C\u00e1ch v\u1ebd ma tr\u1eadn BCG<\/strong><strong><\/strong><\/h2>\n\n\n\n<p>\u0110\u1ec3 v\u1ebd ma tr\u1eadn BCG m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3, doanh nghi\u1ec7p c\u1ea7n th\u1ef1c hi\u1ec7n c\u00e1c b\u01b0\u1edbc sau:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-b\u01b0\u1edbc-1-xac-d\u1ecbnh-d\u1ed1i-t\u01b0\u1ee3ng-c\u1ea7n-phan-tich\"><strong>B\u01b0\u1edbc 1: X\u00e1c \u0111\u1ecbnh \u0111\u1ed1i t\u01b0\u1ee3ng c\u1ea7n ph\u00e2n t\u00edch<\/strong><\/h3>\n\n\n\n<p>Doanh nghi\u1ec7p c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng ma tr\u1eadn BCG \u0111\u1ec3 ph\u00e2n t\u00edch hi\u1ec7n tr\u1ea1ng, gi\u00e1 tr\u1ecb c\u1ee7a s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 ho\u1eb7c SBU. Vi\u1ec7c l\u1ef1a ch\u1ecdn \u0111\u1ed1i t\u01b0\u1ee3ng kinh doanh s\u1ebd t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn to\u00e0n b\u1ed9 k\u1ebft qu\u1ea3 ph\u00e2n t\u00edch. Do \u0111\u00f3, doanh nghi\u1ec7p c\u1ea7n x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c v\u1ea5n \u0111\u1ec1 m\u00e0 m\u00ecnh mu\u1ed1n ph\u00e2n t\u00edch l\u00e0 g\u00ec.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-b\u01b0\u1edbc-2-xac-d\u1ecbnh-th\u1ecb-tr\u01b0\u1eddng-c\u1ea7n-phan-tich\"><strong>B\u01b0\u1edbc 2: X\u00e1c \u0111\u1ecbnh th\u1ecb tr\u01b0\u1eddng c\u1ea7n ph\u00e2n t\u00edch<\/strong><\/h3>\n\n\n\n<p>X\u00e1c \u0111\u1ecbnh th\u1ecb tr\u01b0\u1eddng \u0111\u1ec1 c\u1eadp \u0111\u1ebfn vi\u1ec7c doanh nghi\u1ec7p nh\u1eadn \u0111\u1ecbnh d\u00f2ng s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh thu\u1ed9c ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng n\u00e0o. V\u00ed d\u1ee5, n\u1ebfu \u0111\u1eb7t Mercedes-Benz trong th\u1ecb tr\u01b0\u1eddng xe h\u01a1i du l\u1ecbch th\u00ec n\u00f3 \u0111\u01b0\u1ee3c xem l\u00e0 SBU Con Ch\u00f3 (do th\u1ecb ph\u1ea7n ch\u1ec9 \u0111\u1ea1t 20%). Tuy nhi\u00ean, n\u1ebfu \u0111\u1eb7t n\u00f3 trong th\u1ecb tr\u01b0\u1eddng \u00f4 t\u00f4 cao c\u1ea5p, \u0111\u00e2y \u0111\u00edch th\u1ecb l\u00e0 m\u1ed9t SBU B\u00f2 S\u1eefa.<\/p>\n\n\n\n<p>Vi\u1ec7c x\u00e1c \u0111\u1ecbnh th\u1ecb tr\u01b0\u1eddng m\u1ed9t c\u00e1ch \u0111\u00fang \u0111\u1eafn l\u00e0 \u0111i\u1ec1u ki\u1ec7n ti\u00ean quy\u1ebft gi\u00fap nh\u00e0 qu\u1ea3n tr\u1ecb x\u00e1c \u0111\u1ecbnh \u0111\u00fang v\u1ecb th\u1ebf c\u1ee7a doanh nghi\u1ec7p trong ng\u00e0nh h\u00e0ng.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-b\u01b0\u1edbc-3-tinh-th\u1ecb-ph\u1ea7n-t\u01b0\u01a1ng-d\u1ed1i-c\u1ee7a-d\u1ed1i-t\u01b0\u1ee3ng-c\u1ea7n-phan-tich\"><strong>B\u01b0\u1edbc 3: T\u00ednh th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i c\u1ee7a \u0111\u1ed1i t\u01b0\u1ee3ng c\u1ea7n ph\u00e2n t\u00edch<\/strong><\/h3>\n\n\n\n<p>Th\u1ecb ph\u1ea7n \u0111\u01b0\u1ee3c hi\u1ec3u l\u00e0 ph\u1ea7n tr\u0103m th\u1ecb tr\u01b0\u1eddng m\u00e0 m\u1ed9t doanh nghi\u1ec7p chi\u1ebfm \u0111\u01b0\u1ee3c, \u0111\u01b0\u1ee3c \u0111o b\u1eb1ng s\u1ed1 l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m ti\u00eau th\u1ee5 ho\u1eb7c doanh s\u1ed1. M\u00f4 h\u00ecnh BCG s\u1eed d\u1ee5ng th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i \u0111\u1ec3 so s\u00e1nh doanh s\u1ed1 c\u1ee7a doanh nghi\u1ec7p v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 h\u00e0ng \u0111\u1ea7u trong c\u00f9ng ng\u00e0nh.<\/p>\n\n\n\n<p>Th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i \u0111\u01b0\u1ee3c bi\u1ec3u di\u1ec5n tr\u00ean tr\u1ee5c X v\u00e0 \u0111\u01b0\u1ee3c t\u00ednh b\u1eb1ng c\u00f4ng th\u1ee9c:<\/p>\n\n\n\n<p class=\"has-text-align-center has-background\" style=\"background-color:#ebf6fd\"><strong>Th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i = Doanh s\u1ed1 s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p trong n\u0103m\/ Doanh s\u1ed1 s\u1ea3n ph\u1ea9m c\u1ee7a \u0111\u1ed1i th\u1ee7 \u0111\u1ea7u ng\u00e0nh trong c\u00f9ng n\u0103m<\/strong><\/p>\n\n\n\n<p>V\u00ed d\u1ee5, trong ng\u00e0nh s\u1ea3n xu\u1ea5t s\u1eefa b\u1ed9t, n\u1ebfu th\u1ecb ph\u1ea7n c\u1ee7a \u0111\u1ed1i th\u1ee7 l\u00e0 20%, th\u1ecb ph\u1ea7n c\u1ee7a doanh nghi\u1ec7p l\u00e0 5% trong c\u00f9ng n\u0103m, k\u1ebft qu\u1ea3 t\u00ednh th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i s\u1ebd l\u00e0 0,25.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-b\u01b0\u1edbc-4-tinh-t\u1ed1c-d\u1ed9-tang-tr\u01b0\u1edfng-c\u1ee7a-th\u1ecb-tr\u01b0\u1eddng\"><strong>B\u01b0\u1edbc 4: T\u00ednh t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng c\u1ee7a th\u1ecb tr\u01b0\u1eddng<\/strong><\/h3>\n\n\n\n<p>T\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng c\u1ee7a m\u1ed9t ng\u00e0nh \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh b\u1eb1ng c\u00e1ch t\u00ednh t\u1ef7 l\u1ec7 t\u0103ng tr\u01b0\u1edfng trung b\u00ecnh c\u1ee7a doanh thu c\u1ee7a c\u00e1c doanh nghi\u1ec7p h\u00e0ng \u0111\u1ea7u trong ng\u00e0nh \u0111\u00f3.<\/p>\n\n\n\n<p>C\u00f4ng th\u1ee9c \u0111\u1ec3 t\u00ednh t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng th\u1ecb tr\u01b0\u1eddng l\u00e0:<\/p>\n\n\n\n<p class=\"has-text-align-center has-background\" style=\"background-color:#ebf6fd\"><strong>T\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng th\u1ecb tr\u01b0\u1eddng = (Doanh thu s\u1ea3n ph\u1ea9m trong n\u0103m nay \u2013 Doanh s\u1ed1 s\u1ea3n ph\u1ea9m trong n\u0103m tr\u01b0\u1edbc) \/ Doanh s\u1ed1 s\u1ea3n ph\u1ea9m trong n\u0103m tr\u01b0\u1edbc<\/strong><\/p>\n\n\n\n<p>Nh\u1eefng th\u1ecb tr\u01b0\u1eddng c\u00f3 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng cao th\u01b0\u1eddng \u0111i k\u00e8m v\u1edbi s\u1ef1 gia t\u0103ng c\u1ee7a t\u1ed5ng th\u1ecb ph\u1ea7n v\u00e0 ti\u1ec1m n\u0103ng sinh l\u1eddi l\u1edbn.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-b\u01b0\u1edbc-5-ti\u1ebfn-hanh-bi\u1ec3u-di\u1ec5n-cac-d\u01b0\u1eddng-tron-tren-mo-hinh-bcg\"><strong>B\u01b0\u1edbc 5: Ti\u1ebfn h\u00e0nh bi\u1ec3u di\u1ec5n c\u00e1c \u0111\u01b0\u1eddng tr\u00f2n tr\u00ean m\u00f4 h\u00ecnh BCG<\/strong><\/h3>\n\n\n\n<p>Sau khi t\u00ednh \u0111\u01b0\u1ee3c ch\u1ec9 s\u1ed1 tr\u00ean, ng\u01b0\u1eddi ph\u00e2n t\u00edch c\u1ea7n v\u1ebd c\u00e1c th\u01b0\u01a1ng hi\u1ec7u trong th\u1ecb tr\u01b0\u1eddng v\u00e0o ma tr\u1eadn nh\u01b0 sau:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Tr\u1ee5c X \u0111\u1ea1i di\u1ec7n cho th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i<\/li>\n\n\n\n<li>Tr\u1ee5c Y \u0111\u1ea1i di\u1ec7n cho t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng c\u1ee7a ng\u00e0nh<\/li>\n\n\n\n<li>M\u1ed7i \u0111\u01a1n v\u1ecb \/ th\u01b0\u01a1ng hi\u1ec7u \/ s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c bi\u1ec3u th\u1ecb b\u1eb1ng m\u1ed9t h\u00ecnh tr\u00f2n, m\u00e0 k\u00edch th\u01b0\u1edbc c\u1ee7a c\u00e1c h\u00ecnh tr\u00f2n n\u00e0y s\u1ebd t\u1ec9 l\u1ec7 thu\u1eadn v\u1edbi doanh thu m\u00e0 c\u00e1c SBU n\u00e0y t\u1ea1o ra.<\/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-ie\/\" target=\"_blank\" rel=\"noreferrer noopener\">Ma tr\u1eadn IE l\u00e0 g\u00ec? H\u01b0\u1edbng d\u1eabn chi ti\u1ebft c\u00e1ch x\u00e2y d\u1ef1ng v\u00e0 ph\u00e2n t\u00edch<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-7-m\u1ed9t-s\u1ed1-l\u01b0u-y-khi-phan-tich-ma-tr\u1eadn-bcg\"><strong>7. M\u1ed9t s\u1ed1 l\u01b0u \u00fd khi ph\u00e2n t\u00edch ma tr\u1eadn BCG<\/strong><\/h2>\n\n\n\n<p>\u0110\u1ec3 c\u00f3 th\u1ec3 t\u00ednh ma tr\u1eadn BCG m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 v\u00e0 ch\u00ednh x\u00e1c, ng\u01b0\u1eddi ph\u00e2n t\u00edch c\u1ea7n l\u01b0u \u00fd c\u00e1c \u0111i\u1ec3m sau:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>S\u1eed d\u1ee5ng th\u00f4ng tin v\u00e0 d\u1eef li\u1ec7u ch\u00ednh x\u00e1c, \u0111\u1ea7y \u0111\u1ee7, bao g\u1ed3m t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng th\u1ecb tr\u01b0\u1eddng v\u00e0 th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i. \u0110i\u1ec1u n\u00e0y \u0111\u1ea3m b\u1ea3o r\u1eb1ng k\u1ebft qu\u1ea3 t\u00ednh to\u00e1n kh\u00f4ng b\u1ecb sai l\u1ec7ch.<\/li>\n\n\n\n<li>K\u1ebft h\u1ee3p c\u1ea3 hai y\u1ebfu t\u1ed1 \u0111\u1ecbnh t\u00ednh v\u00e0 \u0111\u1ecbnh l\u01b0\u1ee3ng \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 hi\u1ec7n tr\u1ea1ng m\u1ed9t c\u00e1ch to\u00e0n di\u1ec7n. \u0110i\u1ec1u n\u00e0y gi\u00fap doanh nghi\u1ec7p c\u00f3 c\u00e1i nh\u00ecn t\u1ed5ng quan v\u1ec1 ti\u1ec1m n\u0103ng ph\u00e1t tri\u1ec3n th\u1ecb tr\u01b0\u1eddng v\u00e0 hi\u1ec7u su\u1ea5t c\u1ee7a m\u00ecnh.<\/li>\n\n\n\n<li>V\u00ec th\u1ecb tr\u01b0\u1eddng v\u00e0 t\u00ecnh h\u00ecnh doanh nghi\u1ec7p thay \u0111\u1ed5i theo th\u1eddi gian, ng\u01b0\u1eddi ph\u00e2n t\u00edch c\u1ea7n t\u00e1i \u0111\u00e1nh gi\u00e1 ma tr\u1eadn BCG \u0111\u1ecbnh k\u1ef3. \u0110i\u1ec1u n\u00e0y \u0111\u1ea3m b\u1ea3o ph\u00e2n lo\u1ea1i v\u00e0 \u0111\u1ecbnh v\u1ecb c\u1ee7a c\u00e1c \u0111\u01a1n v\u1ecb kinh doanh v\u1eabn ph\u00f9 h\u1ee3p v\u1edbi th\u1ef1c t\u1ebf hi\u1ec7n t\u1ea1i.<\/li>\n\n\n\n<li>Ma tr\u1eadn BCG ch\u1ec9 l\u00e0 m\u1ed9t ph\u1ea7n trong qu\u00e1 tr\u00ecnh ph\u00e2n t\u00edch chi\u1ebfn l\u01b0\u1ee3c. V\u00ec v\u1eady, ng\u01b0\u1eddi ph\u00e2n t\u00edch c\u1ea7n k\u1ebft h\u1ee3p ma tr\u1eadn BCG v\u1edbi c\u00e1c c\u00f4ng c\u1ee5 ph\u00e2n t\u00edch kh\u00e1c nh\u01b0 m\u00f4 h\u00ecnh SWOT, <a data-type=\"link\" data-id=\"https:\/\/base.vn\/blog\/mo-hinh-pestel\/\" href=\"https:\/\/base.vn\/blog\/mo-hinh-pestel\/\" target=\"_blank\" rel=\"noreferrer noopener\">m\u00f4 h\u00ecnh PESTEL<\/a> v\u00e0 ph\u00e2n t\u00edch ng\u00e0nh \u0111\u1ec3 c\u00f3 c\u00e1i nh\u00ecn to\u00e0n di\u1ec7n v\u1ec1 m\u00f4i tr\u01b0\u1eddng kinh doanh.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-8-k\u1ebft-lu\u1eadn\"><strong>8. K\u1ebft lu\u1eadn<\/strong><\/h2>\n\n\n\n<p>Tr\u00ean \u0111\u00e2y l\u00e0 c\u00e1c th\u00f4ng tin li\u00ean quan \u0111\u1ebfn <em><strong>Ma tr\u1eadn BCG l\u00e0 g\u00ec?<\/strong><\/em> v\u00e0 <strong><em>C\u00e1ch v\u1ebd ma tr\u1eadn BCG<\/em><\/strong>. Hy v\u1ecdng r\u1eb1ng c\u00e1c doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng m\u00f4 h\u00ecnh BCG m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 \u0111\u1ec3 \u0111\u1ecbnh v\u1ecb hi\u1ec7n tr\u1ea1ng c\u1ee7a s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5, ph\u00e2n b\u1ed5 ngu\u1ed3n l\u1ef1c, v\u00e0 tri\u1ec3n khai c\u00e1c chi\u1ebfn l\u01b0\u1ee3c kinh doanh.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ma tr\u1eadn BCG l\u00e0 c\u00f4ng c\u1ee5 chi\u1ebfn l\u01b0\u1ee3c gi\u00fap doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh v\u1ecb th\u1ebf v\u00e0 ti\u1ec1m n\u0103ng ph\u00e1t tri\u1ec3n c\u1ee7a t\u1eebng danh m\u1ee5c s\u1ea3n ph\u1ea9m. V\u1edbi c\u1ea5u tr\u00fac \u0111\u01a1n gi\u1ea3n nh\u01b0ng hi\u1ec7u qu\u1ea3, BCG gi\u00fap nh\u00e0 qu\u1ea3n l\u00fd \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh \u0111\u1ea7u t\u01b0, duy tr\u00ec hay lo\u1ea1i b\u1ecf s\u1ea3n ph\u1ea9m m\u1ed9t c\u00e1ch t\u1ed1i [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":4475,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[21,17],"tags":[],"ppma_author":[57],"class_list":["post-4470","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-kien-thuc-kinh-doanh","category-quan-tri-muc-tieu"],"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 BCG l\u00e0 g\u00ec? C\u00e1ch v\u1ebd ma tr\u1eadn BCG v\u00e0 v\u00ed d\u1ee5 ph\u00e2n t\u00edch<\/title>\n<meta name=\"description\" content=\"L\u00e0m ch\u1ee7 ma tr\u1eadn BCG, \u0111\u00e1nh gi\u00e1 ti\u1ec1m n\u0103ng s\u1ea3n ph\u1ea9m, l\u1ef1a ch\u1ecdn chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ea7u t\u01b0 th\u00f4ng minh, t\u0103ng l\u1ee3i nhu\u1eadn cho doanh nghi\u1ec7p. T\u00ecm hi\u1ec3u ngay!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/base.vn\/blog\/ma-tran-bcg\/\" \/>\n<meta property=\"og:locale\" content=\"vi_VN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ma tr\u1eadn BCG l\u00e0 g\u00ec? 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