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CHNG 2:

MI TRNG MARKETING
QUC T

CHNG 2:
MI TRNG MARKETING QUC
T

I.Khi nim, phn loi


II. Nhm cc yu t mi trng bn ngoi
III. Nhm cc yu t mi trng bn trong
IV. Ma trn SWTO

I)Khi nim, phn loi


1)Khi nim
Mi trng marketing quc t l tng hp
tt c cc yu t bn trong v bn ngoi DN
c nh hng tch cc hoc tiu cc n
hot ng hoc cc quyt nh ca b phn
Marketing trong DN, n kh nng thit lp
hoc duy tr mi quan h gia DN vi
khch hng.

2. Phn loi:
*Cn c vo bin gii doanh nghip:

Mi trng bn trong DN
Mi trng bn ngoi DN

2)Phn loi (tip)


* Mi trng bn ngoi gm nhng yu t ch
yu: Yu t chnh tr, kinh t, vn ho-x hi,
nhn khu hc, t nhin, cng ngh v yu t
mi trng ngnh/ cnh tranh/ tc nghip
(industry environment).
* Mi trng bn trong gm nhng yu t ch
yu: ti chnh, nhn lc, cng ngh, marketing,
cc yu t khc (h thng thng tin, vn ho
DN...)

Mt Kinh t

Mt Nhn
khu hc

Mt VH-XH
Mi trng ngnh

DN: ti chnh,
nhn s, kinh
doanh

Mt tnhin

Mt Chnh trphp lut

Mt cng ngh

* Cn c vo kh nng kim
sot ca DN
-

Cc yu t mi trng bn trong DN c
kh nng kim sot c
Cc yu t mi trng quc gia, mi
trng quc t DN khng c kh nng
kim sot c

* Cn c vo phm vi tc ng:

Mi trng v m
Mi trng vi m

3) ngha ca vic nghin cu mi


trng Marketing quc t

II. Nhm cc yu t mi trng bn ngoi


1. Mi trng kinh t
1.1 Mi trng kinh t quc t
*Phn loi h thng kinh t:
Phn thnh t bn ch ngha, x hi ch
ngha v kinh t hn hp.
Da trn 2 tiu ch:
+Tnh cht (loi hnh) s hu: t nhn hay
nh nc
+Phng php phn b v iu khin ngun
lc (Hyperlink BSG, P6)

*Phn loi cc quc gia theo cp


pht trin
Cc quc gia pht trin (developed countries)
Cc quc gia ang pht trin (developing
countries)
Cc nc cng nghip mi (newly
industrialized countries NICs)

*Phn loi cc quc gia theo cp


pht trin (tip)
Cc quc gia pht trin (developed
countries): nhng quc gia cng
nghip ho mc cao v t hiu qu
cao, ng thi ngi dn c cht lng
cuc sng cao.
c, Canada, Niu zi-ln, M, Ty u, Hy Lp

*Phn loi cc quc gia theo cp pht trin (tip)

Nhm nc pht trin:Xut khu


hng ho cho cc nc khc
nhp khu nguyn vt
liu th v bn thnh phm

*Phn loi cc quc gia theo cp


pht trin (tip)
Cc quc gia ang pht trin (developing
countries):nhng quc gia c c s h
tng ngho nn, c mc thu nhp dn c
thp.
Chu Phi, Trung ng, Chu , nhng nc
ngho Chu u

* Nhm nc ang pht trin:

Nhng nc nng nghip lc hu: l TT tiu th 1


phn ln SP nng sn cn 1 phn trao i hng
ho khng c kh nng sn xut nh my mc, hng
tiu dng.
Nhng nc XK nguyn liu th: L nhng nc
s hu mt s ti nguyn nh du m, than. L TT
tim nng cho SP t, my mc thit b, hng tiu
dng.

*Phn loi cc quc gia theo cp


pht trin (tip)
Cc nc cng nghip mi (newly
industrialized countries NICs): nhng
quc gia gn y t tc tng trng
cao trong t trng sn xut v xut khu
cng nghip.
Hn Quc, Sing-ga-po, i Loan, Nam Phi,
Braxin, Trung Quc, n , Mhic, Ma-laixi-a, Thi Lan

* Nhm nc CN mi (NICs):

Sn xut nhng nc ny pht


trin nhanhc nhu cu nhp
khu nguyn liu SX hng tiu
dng nh in t, dt may, da
giy

1.2 Mi trng kinh t quc gia

Chnh sch kinh t quc gia


Tc tng trng kinh t ca quc gia
Mc li sut
Lm pht v vn chng lm pht
GNP, GDP, thu nhp bnh qun u ngi (GNP/ ngi hoc
GDP/ ngi) (Hyperlink h
ttp://www.aseansec.org/stat/Table1.xls )
T gi hi oi v cn cn thanh ton quc t
C cu kinh t quc gia
Ch s pht trin con ngi HDI (nhn mnh vo kha cnh
con ngi ca pht trin kinh t da trn 3 kha cnh ch yu:
tui th, gio dc, thu nhp)
...

2)Mi trng chnh tr, php lut


2.1 Tc ng ca yu t chnh tr ti hot
ng Marketing
H thng chnh tr bao gm nhng cu trc,
cc qu trnh v nhng hot ng m da
vo cc dn tc c quyn t quyt.
H thng cc cng c chnh sch ca Nh
nc
C ch iu hnh ca chnh ph
Ri ro chnh tr

VD: h thng chnh tr Nht Bn c c


trng l th tng c bu c bi Quc hi
v Chnh ph c iu hnh bi ni cc bao
gm cc B trng. Quc hi bao gm ngh
vin v h ngh vin c ban hnh cc o
lut. Nhng o lut ny khng nhng ch p
dng cho cng dn Nht Bn m cn nh
hng n hot ng ca cc Cng ty ti y.

Tc ng ca yu t chnh tr ti hot
ng Marketing
Mt h thng chnh tr (HTCT) n nh l s
bo m an ton v x hi, tnh mng v ti
sn cho cc doanh nhn.
Mi HTCT u i km vi mt nn tng lut
php ph hp vi xu hng chnh tr ca n
HTCT c coi l ngi to lp sn chi
cho cc hot ng kinh t.

?
Tc ng ca yu t chnh tr ti hot ng
Marketing mt s quc gia trn th gii

2.2)Tc ng ca h thng php lut ti


cc quyt nh Marketing:
H thng php lut ca mt nc bao gm cc
quy tc v iu lut, n bao gm c qu trnh
ban hnh v thc thi php lut v nhng cch
m theo to n chu trch nhim v vic
thc thi php lut ca h.

Cc h thng lut php trn th gii


Thng lut: lut ph thng, bt ngun t Anh
quc vo th k th XVII, da trn nhng yu
t lch s ca lut php.
Lut dn s: xut hin Rome, da trn cc
quy nh quy tc bng vn bn.
Thn lut (mang tnh cht tn gio): Lut o
Hi, o Hin-u, Lut Do Thi

Cc vn php lut ton cu


Tiu chun ho
Quyn s hu tr tu (quyn s hu cng
nghip v bn quyn tc gi)
S m bo v trch nhim i vi SP
Thu
o lut chng c quyn

Tc ng ca h thng php lut ti cc


quyt nh Marketing (tip):
Lut php liu c bo v cc cng ty trong
quan h vi nhau.
Vic iu chnh ca chnh quyn nhm bo v
NTD trc tnh trng kinh doanh gian di
Nhng quy nh ca php lut bo v li
ch ca x hi
+Vd: Nc hoa Flowerbomb ca hai nh thit k danh
ting ngi H Lan, Viktor v Rol, b cm bn ti Na
Uy v khng tun th cc quy nh v an ninh.

Mt s mc nh du s nh hng ca
lut php Hoa K ti hot ng Marketing
Cc o lut

nh hng

Lut chng c quyn Sheman


(1890)

Nghim cm cc t chc c
quyn hay mu c quyn v
nhng hp ng, lin kt hay
nhng m mu hn ch mu dch
trong thng mi gia cc bang v
vi nc ngoi

Lut lin bang v thc phm v dc


phm (1906)

Cm SX, bn hay vn chuyn


thc phm v dc phm km cht
lng hay gn nhn gi trong hot
ng thng mi gia cc bang

Lut v U ban mu dch lin bang


(1914)

Thnh lp u ban gm nhng


chuyngia c quyn lc ln trong
vic iu tra v ra lnh chm
dt v nh ch buc chp
hnh quy nh nhng phng
php cnh tranh khng lnh mnh
v khng hp php

3)Mi trng vn ho
Cc thnh phn chnh ca mt nn vn
ho: thm m, gi tr & thi , phong tc &
tp qun, cu trc x hi, nim tin, giao tip
c nhn, gio dc, mi trng vt cht v mi
trng t nhin.
Mt nn vn ho c th bao gm:
*Nhng gi tr vn ho truyn thng cn bn
*Nhng gi tr vn ho th pht
*Cc nhnh vn ho ca mt nn vn ho

4)Mi trng nhn khu hc


Nhn khu hc nghin cu cc vn v
dn s v con ngi nh quy m, mt ,
phn b dn c, t l sinh, t l cht, tui tc,
gii tnh, sc tc, ngh nghip

5)Mi trng t nhin


Mi trng t nhin bao gm h thng cc
yu t t nhin nh hng nhiu mt ti cc
ngun lc u vo cn thit cho cc nh sn
xut kinh doanh v chng c th gy nh
hng cho cc hot ng Marketing trn th
trng.

6)Mi trng cng ngh


Mi trng cng ngh k thut bao gm cc nhn
t gy tc ng nh hng ti cng ngh mi, sng
to SP v c hi th trng mi.
+nh hng ti chu k sng ca SP
+Ngn sch cho R&D
+S thay i v KH-CN lun to cho cc nh
Marketing nhng c hi th trng khng hn ch
+Quy nh v thay i cng ngh ngy cng cht ch

7) Nhm yu t mi trng tc nghip

i th cnh tranh hin ti


i th cnh tranh tim n
Sn phm thay th
Nh cung cp
Khch hng

M hnh 5 lc lng
(Michael Porter)
S e do
ca i th
tim n

p lc ca
nh cung
cp

Cnh tranh gia


cc i th hin ti
trong ngnh

S e do ca
Sn phm thay
th

p lc ca
Khch
hng

III. Nhm cc yu t mi trng bn trong


1) Mi trng nhn s
2) Mi trng ti chnh
3) Mi trng cng ngh
4) Mi trng Marketing
5) Cc vn khc

1) Mi trng nhn s

1.1 NH GI H THNG QUN TR NGUN NHN LC


1.1.1 c im ngun nhn lc doanh nghip:
a>s lng c cu theo tui, gii tnh, trnh vn ho:
b> trnh chuyn mn, k nng ngh nghip, kinh nghim kh nng hon
thnh
nhim v, so snh mc phc tp cng vic:
c>K lut lao ng v cc phm cht c nhn khc nh mc nhit tnh,
tn tm
sng kin trong cng vic.
1.1.2. C cu t chc:
a>Loi hnh c cu c p dng trong doanh nghip:
b>Phn cng chc nng gia cc b phn (ph hp chng cho, b st
khng r rng):
c>C chnh sch ngun nhn lc p dng trong doanh nghip nh tuyn
dng o to, hun luyn, khen thng.

1.2 NH GI CC HOT NG QUN TR NGUN NHN LC

1.2.1 TUYN DNG V B TR:


a>S lng, c cu ca nhn vin mi c tuyn dng theo cc ngun
khc nhau,loi no d loi no kh.
b>Hnh thc tiu chun trnh t thc hin
c>Cch thc phn cng v b tr nhn vin.
d>Tng chi ph tuyn dng, c cu chi ph tuyn dng, chi ph tuyn / nhn
vin mi v theo cc ngun tuyn dng khc nhau.
e>Tng s nhn vin mi/tng s nhn vin, h s n nh, ti sao nhn
vin ngh vic.
f> Chi ph trung bnh c th thay th mt nhn vin.
g>nh gi nh hng ca cc chnh sch qui ch ca nh nc v doanh
nghip n tuyn dng.
h>Phn tch nh hng ca tuyn dng v b tr n hot ng ca doanh
nghip.

1.2.2 O TO PHT TRIN

a>S lt ngi tham gia cc kho o to.


b>C cu v s lng cc kho o to.
c>Hnh thc ni dung v cc chng trnh o to.
d>C s xc nh nhu cu o to v pht trin
doanh nghip.
e>Mi quan h gia o to v s dng (s ph hp)
f> Tng chi ph o to, chi ph o to trung
bnh/nhn vin.
g>T trng o to/gi thnh sn phm.
h>nh gi kt qu o to.

1.2.3 H THNG TIN LNG, PHC LI:

a>Cc thc xc nh qu lng doanh nghip.


b>Cch thc xy dng v qun l. h thng thang bng lng
trong doanh nghip.
c>Phng php nh gi v khen thung nhn vin.
d>Thu nhp trung b.nh v bi s tin lng trong doanh
nghip, trong b phn gin
tip, trc tip sn xut v mt s b phn c trng.
e>Cc loi thng ph cp phc li c p dng trong doanh
nghip.
f> C cp thu nhp theo cc thnh phn lng c bn, thng,
phc li, ph cp .
g>nh gi nh hng ca h thng tin lng ph cp phc
li, thng n vic
kch thch nhn vin nng cao tr.nh lnh ngh nng sut lao
ng.

4 QUAN H LAO NG V CC GI TR VN HO
TINH THN:
a>Quan h gia nh qun tr v nhn vin trong doanh nghip
b>Phong cch lm vic
c>c im ca nhn vin v tnh hp tc tnh thch nghi mc
chu ng chp nhn xung t ..trong cng vic
d>S tho mn ca nhn vin i vi doanh nghip:
e>Gi tr vn ho truyn thng trong doanh nghip.
5 CHI PH CC HNH VI CA NHN VIN:
a>Tn tht gy ra do bi cng, ngh vic, k lut lao ng
km.
b> Li ch do lm thm gi, k lut lao ng tt, cc sng kin
ca nhn vin

1.3 NH GI TRNH QUN TR NGUN NHN LC TRONG DN:

1. nh gi kt qu qun tr ngun nhn lc thng


qua hot ng ca Phng TCHC/ngun nhn lc
thng qua hai ch tiu: kt qu kinh doanh/nhn vin
v s hi lng tho mn ca nhn vin trong doanh
nghip.
2. nh gi mc chuyn nghip trong hot ng
ca Phng TC thng qua hai ch tiu: Trnh nng
lc v vai tr ca Phng TC trong doanh nghip; cc
thc thc hin cc chc nng qun tr con ngi
trong doanh nghip.

2) Mi trng ti chnh
2.1 Cc bo co ti chnh
Bng cn i k ton: c xem l mt bc hnh
chp nhanh v v th ti chnh ca DN ti mt thi
im. BCKT thay i hng ngy khi hng tn
kho c gia tng hay gim i, khi ti sn c nh
c b sung hay thanh l khi cc khon vay ngn
hng c gia tng hay gim bt

Bo co kt qu kinh doanh
Bo co kt qu kinh doanh tng kt doanh thu v
chi ph qua mt thi k.
Bo co lu chuyn tin t cp ti tc ng ca
hot ng kinh doanh, u t v ti tr vo dng
tin trong mt nin k ton

2) Mi trng ti chnh (tip)


2.2 Cc

ch tiu nh gi sc mnh ti
chnh
cachDN
Nhm
tiu v kh nng sinh li
Nhm ch tiu v hiu sut
Nhm ch tiu v kh nng ti chnh
Nhm ch tiu v kh nng thanh khon
Nhm ch tiu v chng khon
(Hyperlink PPT_Financial management)

3) Vn (mi trng) cng ngh

Quy trnh thc hin hot ng kinh doanh


Vn lu kho
Lc lng lao ng
Vn cht lng
Vn R&D
Bng pht minh sng ch, b quyt k thut

4) Vn (mi trng) Marketing


*nh gi h thng Marketing
*nh ga hiu qu ca cng tc Marketing
*nh ga Marketing b phn

5) Cc vn khc
5.1 H thng thng tin
5.2 Vn ho DN
5.3 o c kinh doanh

Ngun lc hu hnh
Ngun lc ti chnh

Kh nng vay n ca cng ty


Kh nng cng ty to ra cc qu
ni b

Ngun lc t chc

C cu trch nhim chnh thc v


nhng h thng lp k hoch,
kim sot v phi hp ca cng ty

Ngun lc vt cht

Tnh hin i v v tr ca nh
my v thit b nh my
Kh nng tip cn nguyn liu th

Ngun lc cng ngh

Vn thng hiu, bn quyn,


b quyt kinh doanh

Ngun lc v hnh
Ngun nhn lc

Kin thc
Lng tin
Kh nng qun tr
Cch t chc cng vic hng ngy

Ngun lc sng to

tng
Kh nng khoa hc
Kh nng sng to

Ngun lc danh ting

Uy tn vi khch hng
Nhn hiu
Nhn bit cht lng SP, bn v
mc tin tng
Uy tn vi nh cung cp

Ngun: Qun tr chin lc, nng lc cnh tranh v ton cu ho, Michael A. Hitt, R.
Duane Ireland, Robert E. Hoskisson, nxb Thomson Learning, ln 4, t 100-101

IV. Ma trn SWTO


Strengths
-C nhng chuyn gia
MKT
-C SP mi, cch tn
-Cht lng SP, dch v
i km

Weaknesses
-Nhn vin MKT cn
t
-S khng khc bit
ho v SP
-Phn phi cha tin
li

Opportunites
-Th trng nc ngoi
mi
-S ra i ca mt

Threats
-i th cnh tranh mi
-Biu thu mi p cho
SP

BTTH
Phn tch SWOT cho mt cng ty.

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