MC LC

LI M U .................................................................................................................... 2 I/ S LC V CNG TY PROCTER & GAMBLE ... Error! Bookmark not defined. 1. Lch s pht trin ....................................................................................................... 3 2. Trit l kinh doanh - Mc ch - Gi tr - Nguyn tc hot ng: ............................ 5 3. C cu t chc, quy m v h thng chi nhnh ........................................................ 8 4. Lnh vc hot ng:................................................. Error! Bookmark not defined.

II/ CHIN LC KINH DOANH QUC T CA CNG TY P&G ................ Error! Bookmark not defined. 1. Tm kim thm th trng - P&G p dng chin lc quc t: ... Error! Bookmark not defined. 2. Khch hng l ch - P&G p dng chin lc a ni a .. Error! Bookmark not defined. 3. Sng to v ci tin P&G p dng chin lc xuyn quc gia: Error! Bookmark not defined.

III/ THNH CNG, THT BI V BI HC KINH NGHIM .... Error! Bookmark not defined. KT LUN .......................................................................... Error! Bookmark not defined. TI LIU THAM KHO............................................................................................... 37

LI M U
Cc cng ty a quc gia (MNCs) ngy cng ng vai tr quan trng v ch o trong cc quan h kinh t th gii. Cc cng ty a quc gia hin chi phi hn 80% gi tr thng mi quc t, chim hn 90% tng gi tr vn u t v thnh tu khoa hc, cng ngh trn th gii. Vi sc mnh ngy cng ln, cc cng ty a quc gia ngy cng m rng nh hng, duy tr v nng cao quyn lc kim sot trong cc lnh vc quan trng nh ti chnh, cng ngh, dch v v lao ng. Cc cng ty xuyn quc gia chnh l mt nhn t cc k quan trng gp phn thc y mnh m hn qu trnh ton cu ha kinh t. M rng ton cu mang nhiu li ch to ln cho cng ty, gip cng ty khai thc v pht trin li th cnh tranh ca mnh. Trong bi cnh hi nhp kinh t quc t ang din ra ngy mt su rng. Cc doanh nghip tham gia kinh doanh quc t cn phi nm vng nhng kin thc c bn v kinh doanh quc t c bit l cc chin lc kinh doanh quc t. Mt chin lc ng n khng nhng gip cho doanh nghip cnh tranh hiu qu trn cc th trng quc t m cn nh hng cho cng ty vo cc hot ng, cc lnh vc m cng ty kinh doanh c hiu qu nht. Chin lc quyt nh tng lai ca doanh nghip hoc n s lm mt i v tr trn th trng vo tay cc i th cnh tranh. bt kp xu hng kinh doanh ton cu, cng ty P&G c s thay i khn ngoan v chin lc kinh doanh quc t, tng bc tip cn cc th trng khc nhau v dn dn tr thnh mt trong nhng cng ty a quc gia c tm nh hng ln i vi th trng hng tiu dng trn th gii. Trong qu trnh thc hin mi chin lc, cng ty nhn thy u cng nh nhc im ca tng chin lc thng qua nhng thnh cng t c v nhng tht bi vp phi. T , P&G c s chn la v ci tin chin lc kinh doanh quc t ph hp hn.

I.

S lc v Cng Ty Procter & Gambler (P&G)

1. Lch s pht trin Thnh lp vo nm 31/10/1837 ti Cincinnati bang Ohio bi William Procter v James Gambler bng cch sp nhp cng ty sn xut nn Procter vi c s sn xut x phng Gamble. P&G xy dng xng sn xut (factory) nc ngoi u tin vo nm 1915 Canada sn xut x bng tm Ivory v Crisco. Sau vo nm 1930, P&G thit lp chi nhnh (subsidiary) nc ngoi u tin Anh. Tc m rng hot ng ra ton cu din ra nhanh chng Ty u vo nhng thp nin 1950 v 1960, v Nht v cc nc chu vo nhng thp nin 1970. Thnh thong P&G xm nhp vo mt quc gia bng cch mua li c s sn xut kinh doanh c sn ca mt i th cnh tranh vi cc nhn hiu ca n (vd nh Anh v Nht), tuy nhin thng thng P&G xy dng nhng c s sn xut nc ngoi t nhng vin gch u tin. Vo cui nhng nm 1970, cc chin lc ca P&G c thc hin kh tt. Cng ty pht trin cc sn phm mi Cincinnati v giao cho cc chi nhnh bn t tr nc ngoi thc hin vic sn xut, marketing, v phn phi cc sn phm ny qua cc quc gia khc nhau. Trong nhiu trng hp, cc chi nhnh nc ngoi s hu ring cc phng tin sn xut, ng gi, nhn hiu, v thng ip marketing p ng nhu cu v s thch ca ngi tiu dng a phng. Trong nhiu nm chin lc ny to ra u n nhng sn phm mi v s tng trng doanh thu v li nhun rt n nh. Tuy nhin, vo nhng thp nin 1990 tng trng li nhun ca cng ty c phn chm li. Bn cht ca vn l do chi ph ca P&G qu cao bi v s nhn rng mt cch trng lp cc phng tin sn xut, marketing, v qun l cc chi nhnh khc nhau trn
Logo ban u ca P&G (1851)

th gii. S b tr trng lp cc ti sn nhng th trng khc nhau l ng n nhng thp nin 1960 khi th trng ca cc quc gia b tch bit bi cc ro cn thng mi gia bin gii cc quc gia. V d nhng sn phm sn xut Anh th khng c tiu th nhiu c v thu nhp khu ca c qu cao. Tuy nhin, vo khong nhng nm 1980 cc ro cn thng mi b tho d ng k v cc th trng b tch bit gi y c hp nht thnh nhng th trng khu vc hay ton cu rng ln. Cc nh bn l cc sn phm ca P&G cng dn dn pht trin ln mnh hn, ton cu hn, v d nh Walmart M, Tesco Anh, v Carrefour Php. Nhng nh bn l ny vi kh nng thng lng ngy cng cao yu cu chit khu gi t P&G. Trong nm 1993, P&G bt tay vo vic ti t chc cng ty mt cch ton din nhm kim sot c cu chi ph v nhn thc s bin ng ca cc th trng ton cu mi ni ln. Cng ty ng ca 30 nh my trn ton th gii, sa thi 13.000 nhn cng, tp trung sn xut mt vi ni nhm mc ch tn dng li th do tng quy m v phc v tt hn th trng khu vc. Nhng hnh ng ny ct gim c chi ph hng nm l 600 triu USD. Tuy nhin, iu cha , tng trng li nhun vn rt chm chp. Vo 1998, P&G thc hin vic ti t chc cng ty ln th hai vi tn gi l T chc 2005. Mc tiu ca chng trnh l chuyn P&G thnh mt cng ty ton cu thc th. Cng ty t b cch t chc c ch yu da trn th trng ca cc quc gia v khu vc v thay th n bng 7 n v kinh doanh ton cu c lp (c y cc b phn), chu trch nhim kinh doanh t cc sn phm chm sc tr em cho n thc phm. Mi n v kinh doanh phi chu trch nhim hon ton v li nhun ca nhng sn phm m n kinh doanh, v vic sn xut, marketing, v pht trin sn phm n v. Mi n v kinh doanh phi t hp l ho vic sn xut, tp trung vic sn xut vo mt vo c s sn xut ln, v c gng xy dng nhng thng hiu ton cu bt c ni no c th, c th xo b s khc bit v marketing gia cc quc gia; v cui cng l thc y vic pht trin v a ra th trng nhng sn phm mi. Nm 1999, P&G thng bo rng kt qu u tin ca qu trnh ny l cng ty phi ng ca thm 10 nh my v sa thi thm 15.000 nhn cng Chu u ni m vn c qu nhiu nhng c s sn xut ging

nhau cc quc gia. Vi chng trnh ny, cng ty tit gim thm hng nm l 800 triu USD. P&G d nh dng s tin ny ct gim thm gi bn v tng thm chi ph marketing trong mt n lc ginh li th phn, v thng qua tip tc tit gim thm chi ph do tn dng c li th do tng quy m nhng th trng rng ln hn. Ln ny dng nh chin lc em li hiu qu thit thc. Trong nm 2003 v 2004, P&G thng co s tng trng mnh m ca doanh thu v li nhun. Gia nm 2002 v 2004 doanh thu tng 28% t 40,2 t USD ln 51,4 t USD, trong khi li nhun tng ln 46% t 4,35 t USD ln 6,34 t USD. y l mt thnh cng rt c ngha bi v cc i th cnh tranh ca P&G nh Unilever, Kimberly-Clark, v Colgate-Palmolive gp rt nhiu kh khn trong nhng nm 2003 v 2004. Thng 1 nm 2005, P& G tuyn b mua c cng ty Gillete, hnh thnh nn tp on sn xut v phn phi hng tiu dng ln nht th gii, y Unilever xung v tr th hai. Cc nhn hiu nh dao co Gillette, pin Duracell, Braun v Oral-B c b sung vo cc dng sn phm ca cng ty. Ngy nay P&G c bit n nh mt ngi khng l trong lnh vc kinh doanh hng tiu dng M v th gii vi doanh thu 3 t USD mt ngy, trong c khong 54% doanh thu c to ra t nc ngoi. P&G c hn 300 nhn hiu hng ho, bao gm mt thng hiu ni ting trn ton th gii vi cc dng sn phm nh Pampers, Tide, Ariel, Always, Whisper, Pantene, Folgers, Charmin, Downy,Lenor, Iams, Crest, Oral-B, Actonel, Duracell,Olay, Head & Shoulders, Wella, Gillette, and Braun c bn 160 nc trn th gii. Cng ty c hot ng sn xut 80 nc trn th gii, thu mn khong 140000 nhn cng ton cu. 2. Trit l kinh doanh - Mc ch - Gi tr - Nguyn tc hot ng: Trit l kinh doanh, mc ch, gi tr v nguyn tc l nn tng to ra cho P&G nhng nt vn ha c o. Trong sut hn 170 nm lch s, tuy vic kinh doanh ca cng ty

pht trin v thay i nhng nhng yu t ny vn c gi vng v s tip tc c pht huy ngay c trong tng lai. Trit l kinh doanh: V mt cuc sng tt p (Touching lives, improving life). thc hin mc tiu ny, hng nm, P&G dnh mt ngn sch kh ln, cho cc hot ng x hi v t thin. Cng ty thc rt r: ngi tiu dng l ch. P&G t ngi tiu dng vo trng tm ca mi quyt nh v lun nghin cu h cn g v tm cch tha mn chnh xc nhu cu ca h.

Vn ha kinh doanh: Trong 165 nm qua, P&G c nhng mc ch, gi tr, nguyn tc trong vic kinh doanh ca h. Ct li ca nhng mc ch, gi tr, nguyn tc ca P&G l nhng s lim chnh ca c nhn v tn trng quyn t do c nhn. T khi bt u kinh doanh P&G lun tp trung vo vn o c ngh nghip v cc nguyn tc qun tr c bn. Pht trin thng hiu v con ngi ti P&G l nn tng xy dng nn s thnh cng ca cng ty. P&G thc hin vic ci thin cuc sng ca ngi tiu dng trn ton th gii bng nhiu cch nh h tr cc n lc nhn o, gio dc v x hi. Nhng vic P&G lm, nhng sn phm P&G sn xut u mang li cho con ngi nhng li ch cao hn trong cuc sng. Tnh bn vng v hnh ng t thin l nhng nguyn tc c bn cho s sng cn ca P&G. Cc chng trnh t thin ca P&G Live, Learn and Thrive, gip tr em kh khn la tui t 1-13 tui c c mt s khi u khe mnh, c n trng, c hc cc k nng sng cn thit xy dng mt tng lai ti sng hn. Nhng con ngi ti P&G nhng ngi tnh nguyn dnh thi gi an v chuyn mn ca h to ra nhng tha mn trn ton th gii. UK & Ireland Community Matters ch l mt trong nhng chng trnh v s pht trin bn vng ca P&G v pht trin

kinh t, x hi v bo v mi trng.

Mc ch: thng nht chin lc pht trin, cung cp nhng sn phm c gi tr v cht lng cao nhm mc ch ci thin cuc sng ca ngi tiu dng, gp phn lm cho cuc sng ngy cng c ngha hn. Gi tr: Thu ht v tuyn dng nhng ngi tt nht trn th gii, xy dng mt c cu t chc vng chc t bn trong, khen thng tt c mi vic tc ng tt n cng ty. Mi con ngi lm vic ti P&G u l ti sn qu ca cng ty. - Tnh thng nht: P&G lun c gng thc hin ng nhng mc tiu; lun thng thn v trung thc trong cng vic; tun th nhng quy nh ca lut php; gi nguyn gi tr v nguyn tc trong mi hnh ng v quyt nh. - Kh nng lnh o: P&G c mt tm nhn r rng i vi mc tiu ang hng n; tp trung ngun lc t c mc tiu lnh o v chin lc; pht trin cc chin lc, loi b cc ro cn. - Quyn s hu: Chp nhn trch nhim c nhn p ng nhu cu kinh doanh, ci thin h thng v gip ngi khc ci thin hiu sut ca h. Tt c mi ngi u l ch s hu ca cng ty, xem ti sn ca cng ty l ti sn ring ca mnh, gn lin s sng cn ca mnh vi s thnh cng ca cng ty. - am m chin thng: Lun quan nim rng To be the best at doing what matters most. Lun khng hi lng vi v tr hin ti. Lun ci thin ginh chin thng trn th trng. - S tin tng: Tn trng ng nghip, khch hng v ngi tiu dng. Tin tng vo kh nng ca ngi khc. Lun tin rng mi ngi s lm vic tt nht trn nn tng ca s tin tng.Nguyn tc hot ng: P&G tin tng tt c cc nhn vin lm vic vi cng ty, nh gi qua nhng iu khc bit m mi c nhn, t chc lm c; to cm hng lm vic v cho php mi ngi pht huy ht nng lc vi nhng tiu chun v mc tiu y thch thc.

Quyn li ca cng ty v c nhn khng th tch ri, P&G tin rng nhng thnh cng ca cng ty cng chnh l nhng thnh cng ca cc c nhn. Cng ty khuyn khch cc c nhn lin tc pht trin kh nng sng to ca mnh. S tp trung trong cng vic l iu cn thit lin kt cc mc tiu v chin lc, nhm tng thm gi tr cho doanh nghip. P&G thng quan tm n vic chun ha, n gin ha v sp xp cng vic hin ti c s i mi trong cch lm vic. P&G ch trng pht trin s hiu bit vt tri ca ngi tiu dng c th a ra nhng sn phm, dch v tin tin, cht lng tt hn, p ng nhu cu ngy cng cao ca ngi tiu dng. To dng v pht trin mi quan h tt vi khch hng v nhng nh cung cp, lin kt vi cc trng i hc v cc chnh ph t c mc ch mt cch hiu qu. 3. C cu t chc, quy m v h thng chi nhnh Tr s chnh: Downtown Cincinnati, Ohio Hin ti, P&G c quy m rng ln vi 180 chi nhnh trn hn 80 quc gia trn khp cc chu lc. Cu trc P & G loi b nhiu chng cho v thiu hiu qu truyn thng tn ti trong nhiu cng ty ln. . Cc n v kinh doanh ton cu (GBUs) ch tp trung vo ngi tiu dng, thng hiu v cc i th cnh tranh trn khp th gii... T chc Pht trin th trng (MDO) . Dch v kinh doanh ton cu (GBS) s dng ti nng P & G v chuyn gia i tc cung cp cc dch v h tr kinh doanh tt
Tr s chnh ca P&G c t ti Ohio

nht-chi ph thp nht c th thc y quy m P & G Lean Corporate Functions . Chc nng ny doanh nghip m bo i mi lien tc chc nng v ci thin kh nng

Cu trc ca cng ty l cu trc theo th bc sn phm, c cc gim c nhn hng. Cc cng ty con c lp nc ngoi ch kinh doanh mt s sn phm ch yu. Nhng v tr ch cht ca cc cng ty con nc ngoi do ngi ca cng ty m c sang, lao ng a phng ch c thu mt s t v cc v tr khng my quan trng. . c hiu qu hn trong vic xy dng quan h vi khch hng ca cng ty, Procter & Gamble thnh lp vn phng gn ca hng thng mi ln ca n.

CEO

Vice Chairman of board Group President Global Prestige Care President Global Skin Care President Global Hair Care President Global Professional Care President Global Feminine Care President Global Prestige Products President Global Cosmetics

VP of the Board P & G Family Health President Global Pet Health President Global Pharmaceuticals President Global Oral Care President Global Baby & Adult President Global Family Care

Vice Chairman of the Board P & G Household Care Group President Global Fabric Care President Global Home Care President Global Snacks Senior VP HR Global Household Care

Vice Chairman Global Operations Group President Eastern Europe &Africa Group President Western Europe Group President North America President Northeast Asia President India And Australia President Greater China President Latin America

Vai tr ca cc leadr rt quan trng, mi leader c mt vai tr ring bit nhng h li c mi quan h rt mt thit vi nhau, mi ngi nm gi mt lnh vc kinh doanh ring, mt nhn hng ring, mt khu vc ring .Th nhng trong qu trnh ra quyt nh kinh doanh ca mnh, h chia s, trao i cc kinh nghim, trao i cc quyt nh vi nhau rt r rng v mt thit. Tt c cc leader cng nhau lm vic, cng nhau ra quyt nh,y chnh l nhn t mi lm nn thnh cng rc r ca cng ty P&G. 4. Lnh vc hot ng P&G sn xut nhiu loi sn phm, hng ho khc nhau. Bt u t nhng bnh x phng v cy nn, dng sn phm ca h m rng ng k. Tri qua hn mt th k, P&G l mt trong nhng cng ty ng u v s lng nhn hiu sn phm sn xut c. Nhng sn phm mang nhn hiu ca P&G n tay ngi tiu dng trn tan th gii hn 3 t ln mi ngy. c c thnh cng y, P&G cung cp nhng sn

phm c cht lng cao to ra gi tr ln, ngy cng ci thin hn cho cuc sng ca ngi tiu dng. iu th hin r nht doanh s bn, li nhun v gi tr sng to m cng ty mang li, cho php tan th nhn vin v cc c ng hot ng v pht trin mnh m hn. n nay P&G c hn 300 nhn hng, c chia thnh cc mc sau: Personal & Beauty: Olay, Head &Shoulder, Pantene, Gillette

House & Home : Duracell, Tide, Downy, Pringles.

Health & Wellness : Oral-B, Braun, Align..

Baby & Family : Luvs, Pampers, Charmin.

Pet care & Nutrition : Eukanuba, Iams.

Di y l 23 nhn hng mang li li nhun hng t USD cho cng ty mi nm:

Bn cnh , P&G cn c nhng nhn hng em li 500 triu la hoc hn th na trong doanh s bn hng nm. Kt hp vi 23 nhn hiu ni ting trn , tr thnh 43 nhn hng ng u trong 300 nhn hng ca cng ty, chim hn 85% doanh s v 90% li nhun.

II.

CHIN LC KINH DOANH CA P&G:

Vi tnh trng cung vt cu trong nhiu ngnh kinh doanh, vic cnh tranh chim lnh mt phn ca th trng l tt yu. V c bit l cng ty a quc gia vic m rng ton cu mang nhiu li ch to ln cho cng ty , gip cng ty khai thc v pht trin li th cnh tranh ca mnh. Nhng li ch tp trung vo cc vn c bn nh : Thu khong li ln hn t s khc bit v k nng, chin lc kinh doanh hp l hoc cnh tranh c bit, nhn ra kinh t vng bng s phn tn to gi tr cho nhng a phng m cng ty c th thc hin hiu qu nht. Tuy nhin, kh khn l ch cc doanh nghip phi a ra nhng chin lc kinh doanh quc t ph hp vi nhng nhu cu phong ph v a dng ca khch hng trn ton cu cng nh s thay i lin tc v phong cch sng, th hiu ca h. bt kp xu hng kinh doanh ton cu, cng ty P&G

 c s thay i khn ngoan v chin lc kinh doanh quc t, tng bc tip cn cc th trng khc nhau v dn dn tr thnh mt trong nhng cng ty a quc gia c tm nh hng ln i vi th trng hng tiu dng trn th gii. Tp on P&G xy dng cc chin lc kinh doanh quc t da trn nhng c s khc nhau dn n s thay i v cu trc t chc v cc chc nng ca cng ty. Trong qu trnh hot ng kinh doanh ton cu, P&G c s chuyn bin linh hot trong chin lc kinh doanh quc t thch nghi vi s thay i v quy m, th trng v s pht trin vt bc ca x hi. Ty thi im v c th m cng ty la chn hnh thc chin lc sao cho ph hp nht, c th tm tt nh sau:

Giai on 1: Tm kim thm th trng mi bng chin lc quc t. Giai on 2: Khch hng l ch-S dng chin lc a ni a. Giai on 3: S dng chin lc xuyn quc gia nhm ci tin v sng to sn phm.

1- Tm kim thm th trng- P&G p dng chin lc quc t: Vo tn nhng nm 1940, P&G tuy c nhiu chi nhnh cc quc gia khc nhau tuy nhin nhng chi nhnh ny khng em li nhiu li ch kinh t cho P&G. Cc cng ty con c thnh lp ti cc quc gia khc ch yu m rng th trng nm bt xu hng mi ca khch hng nhm tm kim li nhun. Tt c doanh thu bn hng c chuyn v ni t

cng ty m ca P&G,(M). in hnh l vo nm 1930, P&G thnh lp Hedley & Co. Ltd y l cng ty con u tin nc ngoi ti Anh, cng ty ny ch bn dng sn phm x phng Fairy. Cc cng ty con nc ngoi hot ng nh mt bn sao ca cng ty m. Tt c chin lc ca cng ty con d t nh hng, hnh nh, c cu, k hoch kinh doanh, gi c, Marketing, qung co, u do cng ty m t ra, chi phi v kim sot nghim ngt. Chin lc quc t nh hng n cc hot ng ca cng ty nh sau: nh hng ca cng ty con: c quyt nh ch t mt ngun duy nht l cng ty m ca P&G ti M, theo cng ty con ch pht trin, sn xut hay kinh doanh nhng sn phm, dng sn phm m cng ty m la chn. iu ny nh hng n s sng to cng nh nhng ci tin ca cng ty con v khng c t mnh quyt inh. Hnh nh ca cng ty con: l mt b phn gn cht mt thit vi hnh nh ca cng ty m. Cc chi nhnh ny khng cn quan tm n vic to dng hnh nh ring ca mnh m ch n gin l tha hng, s dng v ph thuc hon ton vo hnh nh ca cng ty m. Tuy nhin mt s xut nh ca cng ty con v hnh nh, thng hiu.. cng dn n uy tnh v hnh nh ca cng ty m b st gim, iu ny to nn gnh nng ln cho cng ty m. - C cu t chc ca cng ty con: thng l n gin v ch yu l cu trc theo th bc sn phm. Gn nh nhng v tr ch cht u do nhng nhn vin ca cng ty m c sang. K hoch sn xut: Trong giai on thc hin chin lc ny, P&G ch yu sn xut sn phm t nh my trong nc ti M ri xut khu sang cc quc gia khc- nhng ni m hin ti cng ty khng c nng lc sn xut. Nguyn nhn c th v P&G hin khng c nh my sn xut ti nc ngoi hay n gin l v cha th chuyn giao c cng ngh sn xut ra khi bin gii K hoch kinh doanh, nh gi sn phm, chin lc Marketing, bn hng, ca cc nhn hng th trng nc ngoi u sao chp nh nguyn mu t th

trng M. Tt c v P&G kinh doanh nc ngoi thu hiu tm l khch hng hn cng nh nhng iu chnh ph hp vi nhu cu ca ngi tiu dng s lm gim ng k nng lc cnh tranh ca sn phm khi h ch tm n P&G ban u ch v hiu k, mun th sn phm mi nhng ri nhn ra khng ph hp vi nhu cu v vn ha ca h. Do t ch trng vo th trng nc ngoi, P&G xem nh vic ti gin chi ph n n cc hot ng nh chm sc khch hng, Maketing m nht khng lm ni bt c tnh nng cng nh u im ca sn phm iu ny lm cho sn phm mt tnh cnh tranh hn. C cu t chc qu n gin cng lm vic iu hnh, qun l cc cng ty con khng cht ch, hiu qu t khng cao.

in hnh l vo nm 1991, P&G thm nhp th trng Ba Lan. vi sn phm Vidal Sasson Wash&Go v nc gi u "all in one" l sn phm bn chy nht M v chu u. Sn phm c a ra thng qua cuc tip th kiu M i vi quy m cha tng thy Ba Lan. Lc u chin dch tng chng mng li hiu qu v P&G chim c hn 30% th trng nc gi u, nhng s tht vo u nm 1992 doanh thu t ngt gim mnh. Nguyn nhn l do: Wash&Go gy rng tc v nhiu gunhng tuyn b ca P&G b ph nhn. S tht l P&G mc sai lm trong chin lc xm nhp th trng mi. M c th l P&G nh ng th trng M vi th trng Ba Lan. th trng nc ch nh th vic P&G qung co thng xuyn, rm r s lm cho doanh s ca nhn hng c qung co ngy cng tng cao. Nhng th trng Ba Lan th vic ny khng nhng tn km m cn gy ra tc dng ngc, iu c bn v P&G khng nghin cu k v vn ha ca ngi Ba Lan. Theo kho st ca mt hng nghin cu th trng

th s ngi khng thch kiu tip th ca P&G nhiu gp 3 ln s ngi khng thch cc sn phm ca P&G. Ngi Ba Lan quen vi suy ngh rng hng ha qung co l nhng hng ha m km cht lng khng bn c. Nguyn nhn th hai trong tht bi ca P&G chnh l sn phm Wash&Go. P&G ly nguyn xi sn phm phc v nhu cu ca ngi M sang phc v nhng ngi Ba Lan. Ngi Ba Lan suy ngh rng Wash&Go l sn phm p ng cho ngi tiu dng M s dng hng ngy qu thng lu i vi ngi tiu dng Ba Lan. Ngay ti th trng ca mnh l M, P&G cng bt u i vo trng thi bo ha, l cha k p lc cnh tranh ngy cng gay gt trn chnh th trng M i hi P&G phi pht trin nhng th trng mi hn na, mt mt va phn tn ri ro, mt khc khai thc tt hn nhng th trng khc. Mt v d khc, mi ngi thng t cu hi, ti sao ng trong cng mt lnh vc nhng ngi Vit Nam li a chung cc sn phm ca Unilever( i th cnh tranh hng u ca P&G) hn l P&G? V gii p l: Nu da trn yu t thi gian, Unilever thm nhp vo th trng Vit Nam (1994) trc P&G(1995) Ti th trng Vit Nam, Unilever c u th hn v ngoi mng ha m phm h c thm mng thc phm nh bt nm knorr, tr xanh lipton, nhn bt git, cc nhn hiu ca P&G (tide, downy) c phn nhn hn v gi so vi Unilever. Hn na, h thng phn phi ca P&G khng m rng nhiu nng thn, trong khi theo Nielsen Vietnam, th trng nng thn chim 47% gi tr mt hnh v c trin vng ln. Nng thn chim 74% tng dn s v chnh 2/3 oan s cc ngnh kem nh rng v v sn phm git. iu ny lm cho doanh thu ca P&G thp. Ngoi ra cc hot ng truyn thng, gii thiu sn phm n cng chng ca Unilever gn gi v thn thin hn vi ngi Vit Nam to nn s tn

nhim v trung thnh i vi cc sn phm ca Unilever m cc P&G cha lm c. Thy c nhng u v khuyt im ca mnh v ng trc cc yu cu phi pht trin hn na hay chp nhn thua cuc, P&G la chn thay i chin lc, chuyn sang chin lc a ni a nhm p nhng nhu cu v p lc t a phng. 2- Khch hng l ch - Chin lc a ni a ca cng ty: Cng ty Procter & Gamble (P&G) vi nh hng chin lc a ni a, cng ty lun ch n nhu cu ca ngi tiu dng ti cc th trng khc nhau trn khp th gii.Nhn ra rng cng hiu r khch hng, i tc v tnh hnh ca h th cng c kh nng a ra nhng gii php ng n cng nh xy dng m hnh kinh doanh thnh cng.Cng ty pht trin s mnh ca mnh vi tng rng khch hng l ch. Ni cch khc, khch hng s dng sn phm P&G c coi trng khng ch v tin ca h m cn v ngun thng tin v hng pht trin h mang li. S mnh ca mt cng ty thnh cng vi chin lc a ni a nu nh cng ty c th pht trin tt bng cch hc hi t ngi tiu dng nh vic lng nghe, quan st h qua i sng hng ngy, thm ch sng cng h. Vi P&G, ngi tiu dng l ch cn hn c mt khu hiu. Bi l, P&G nhn ra rng cng hiu r khch hng, i tc v tnh hnh ca h th cng c kh nng a ra nhng gii php ng, xy dng m hnh kinh doanh ng v chin thng nh m rng phm vi quc t- nh n , Mexico, Trung Quc, Nga v nhiu nc na. nh hng chin lc a ni a ca cng ty c th hin qua 3 cch tip cncc khi nim chin lc c kt hp vi nhau v lnh vc mi ni v thit k suy ngh ( bc tin ng k ca Vin thit k Hasso Plattner Stanford)- c th gip cc doanh nghip nm c nhng vn ny.

Cch tip cn: Tm hiu nhu cu ca khch hng v cc im vn ho c trng ca mi quc gia. Da trn nhng hiu bit tin hnh nhng th nghim chin lc, vi chnh xc thp. S dng nhng bi hc kinh nghim rt ra c ci tin m hnh sn xut, kinh doanh, tip th v xy dng thng hiu, bn hng v phn phi V vy hiu c nhu cu ca khch hng, th trng thng qua vic quan st cuc sng thc l vic quan trng hng u. C th l vo nm 1980, P&G tung ra sn phm bt git mi Mexico. Cc nh tip th cho rng n s thnh cng ln bi n gip ngi tiu dng tit kim c tin v khng gian.Nhng sn phm ny tht bi. Bi v hu ht khch hng ca cng ty Mexico u l ngi dn lao ng chn tay v rt nhy cm vi mi m hi khi h i xe but t ni lm vic v nh. iu khin h tin rng qun o ca h tht s sch l vic nhn thy bt x phng- iu m sn phm mi ny khng c. Do , di s lnh o ca gim c iu hnh Lafley, cng ty P&G t chc mt chng trnh nghin cu thm nhp. nhng nhn vin, cc nh qun l v ngay c cc nh lnh o cp cao u dnh thi gian sng cng cc gia nh c thu nhp thp trn khp th gii, gip h hiu c nhng vn g ang xy ra vi khch hng, cng nh nhng mong mun, nguyn vng v nhu cu ca khch hng. Cc s liu thng k cho thy nhng hiu bit v nhng bi hc kinh nghim gip cng ty em li nhng ci tin hiu qu hn cho sn phm: loi bt git vi nhiu bt x phng hn. C cu t chc ca cng ty con: Da vo c trng ca tng sn phm v a phng thay i mt cch linh hot gip h tr cc cng ty con pht trin tt hn m khng b b hp, theo mt quy tc cng nhc.

V d, u nhng nm 1990, h tng mua li Max Factor, m phm Ellen Betrix v cc dy chuyn sn xut du thm t Revlon Inc. Vi mc tng trng thp t 2 n 3 phn trm mi nm, li nhun thp v ngun tin mt yu, du thm dng nh khng phi l hot ng kinh doanh hp dn i vi P&G. Tuy nhin, cng ty thy c c hi thay i. P&G bt u bng vic tm hiu r mc ch ngi tiu dng cho tng nhn hiu du thm ,khng bt u theo phng php truyn thng ca ngnh kinh koanh du thm, nhng vn duy tr cng tc vi cc nh thi trang uy tn nh Dolce & Gabbana, Gucci v Lacoste cng nh lun xem ngi tiu dng l ch. Cng ty tp trung vo mt vi s kin qung b ln v thay i nc hoa ti mt mi hn vi bao b c o, tip thv cm nhn thch th ngay khi dng th ti ca hng. Kt qu l: cng ty chuyn t mt doanh nghip nh, hot ng khng hiu qu thnh mt hng ng u ton cu. Nm 2007, P&G tr thnh cng ty du thm ln nht th gii vi hn 2,5 t -la doanh thu tng 25 ln trong 15 nm. Sau thnh cng , cng ty lun quan tm v lng nghe kin khch hng bng vic thit k trang web ring v sn phm du thm ny cho mi khu vc v khng ngng ci tin sn phm.

Chin lc xy dng Marketing ca cng ty: Vi xu hng cnh tranh ngy cng cao, chi ph thu ht mt khch hng mi gp nm hay su ln chi ph gi chn mt khch hng c, vic gi chn khch hng tr thnh mt chin lc u tin hng u. V vy, cc doanh nghip ngy cng ch trng vo vic cung cp dch v hng n khch hng hin c ng thi xy dng v pht trin chin lc marketing hiu qu hn thu ht nhiu khch hng hn na. Trong kinh doanh ton cu, cc chin lc Marketing ca P&G ngy cng c thay i hon thin vi vn ho v nhu cu a phng.Cc sn phm ca P&G sn xut v phn phi ton cu nhng c nhng iu chnh ph hp vi tng a phng. Cc chng trnh qung co ca P&G ti mi a phng cng c thay i, khng phi ch s dng duy nht mt chng trnh qung co cho mt sn phm trn ton cu, m qung co

nc no th s dng ngn ng nc . Cc mu qung co ca P&G c bin tp cho tng nc ring, s dng hnh nh ca cc ngi sao ni ting mi nc qung co cho sn phm ca P&G. V d: V d, vi nhn hng nc x Downy, theo ng on nh Hong, cc qung co trn tivi gn gi hn vi ngi Vit, trong khi , nhn du gi Head&Shoulder, P&G chn nhng ngi ni ting trong gii showbiz Vit chuyn ti thng ip truyn thng, thay v s dng qung co trn tivi t nhng th trng khc sang pht ti Vit Nam nh trc.Sn phm du gi Head&Shoulders Vit Nam th mi din vin Minh Hng, Trung Quc th mi din vin Ninh Tnh lm ngi i din ng qung co cho sn phm. Ngoi ra, sn phm du gi Pantene l mt trong s nhng nhn hiu du gi sm gt hi c nhiu thnh cng trn th trng.Cc nhn hiu Pantene c iu chnh cho ph hp vi tng th trng khc nhau.Bn cnh qung co si ng, n tng trn truyn hnh v bo ch. Pantene cn ti tr nhiu chng trnh, tr chi trn truyn hnh, cu lc b Pantene vi cc m ca nhc ti nhiu quc gia trn th gii lun thu ht ng o gii tr. Nh vo vic ti tr cc chng trnh gii tr ny gp phn rt ln v vic nng cao nhn thc ca ngi tiu dng v nhn hiu Pantene. y cng l mt trong nhng hot ng CSR ( trch nhim ca doanh nghip vi cng ng) nhm thc y y tnh cng nh s tnh nhim ca khch hng dnh cho P&G. 3- Sng to v ci tin P&G p dng chin lc xuyn quc gia: Vo gia nm 2000, ng Alan G. Lafley Ch tch iu hnh P&G a nhng ci cch trit khng nhng gip P&G vt qua c thi k khng hong m cn kim c li nhun . Li nhun ca P&G gi y tng trng ti trn 10% cho mi qu.. C

phiu ca tp on ln n con s k lc108,8 USD. Gi c phiu ca P&G hin nay rt n nh v thng xuyn mc trn 120 USD. thc hin ci cch, cng ty a ra nhiu chin lc khng ngng sng to v ci tin sn phm, p ng nhu cu ca khch hng. u tin l ci cch v bao b cng nh cht lng sn phm: Procter & Gamble mi y thit k li kiu chai ng x bng mang nhn hiu Tide ca mnh, nh mt phn trong chng trnh tip th nhn o gy qu cu tr cho cc nn nhn gp thin tai. y c nh gi l t thay i bao b quan trng nht trong lch s su mi nm ca thng hiu ny. Trn bao b mi l khun mt tht ca nhng ngi m Tide gip trong s c cc nn nhn ca cn bo Katrina. Tnh n thi im ny Tide sn xut c hn 300 ngn ti bt git sch cho cc c dn ang gp kh khn ti New Orleans. Nhng nh bn l s nhn tiu th th cc chai bt git mi ny trong sut thng su ny. Loads of Hope chnh l tn ca chng trnh tip th nhn o ca Tide v trong mu thit k ny l phn mi nht. Tide cng tng ton b s qu gy c t vic bn nhng chic o s mi theo kiu truyn thng c thit k c bit cho cc nn nhn ca thm ha thin nhin ny.P&G bit vic cung cp hng cu tr t thin s d dng hn rt nhiu nu l nhng mt hng thit yu hng ngy m ngi tiu dng cn s dng hng ngy nh bt git.T nhn hng ca cng ty s c nhiu ngi bit n.

P&G v nhng pht minh mi: *Cng ty t mc tiu hng u l lun ci tin khng ngng P&G va t chc sn xut ln theo quy m nhm tranh th gim ti a chi ph, ng thi u t ci tin cng ngh sn phm ngy mt hon thin hn, thn thin vi mi trng hn v tit kim nng lng, nguyn vt liu hn. *S dng mi ngun lc hiu qu nht, nhng cng tit kim nht. Ti mt s th trng nh M, Anh, P&G cn xy dng nhng nh my ti ch sn phm, m bo s dng ti nguyn hiu qu cng nh tit kim chi ph. a sn phm ti tay ngi tiu dng l tt nht, ng thi trnh hao ht trong cc qu trnh sn xut, ng gi, vn chuyn, lu kho Mt v d in hnh l cht git ty Ariel: P&G pht trin nhng cng ngh

tin tin bin cht git ty ny di dng gel, va tit kim nc v nng lng trong qu trnh sn xut, va c chi ph bao b thp hn so vi dng hp truyn thng. Bn cnh l nhng ci tin v cng ngh gip sn phm vn t hiu sut nhng dung lng gim i ng k, lng in s dng ca ngi tiu dng gim i ng k khi vi Ariel, khch hng khng cn chnh nhit nc git ln 30 oC nhng vn t kt qu nh mong i.

Bn cnh l rt nhiu nhng ci tin sn phm trong sn xut ngy cng tt hn: Khn giy Charmin tit kim hn vi dng Megaroll lm 1 cun giy gi y c cht lng v chiu di ngang nga vi 4 cun lc trc. T giy Pampers gim c t nht 2/3 chi phi ng gi v vn chuyn vi cng ngh p chn khng tin tin hn. Olay vi loi chai mi tit kim n 800.000 pounds plastic mi nm, tng t vi Gillette lm gim n 72% lng plastic s dng, v 13% chi ph dng gi.

Kt qu rt kinh ngac, cng ty chuyn t mt doanh nghip nh, hot ng khng hiu qu thnh mt cng ty ng u ton cu. Hin nay P&G c tt c 300 nhn hng, lnh vc ng u th gii l ty ra vi cc thng hiu nh Crest, Charmin, Pampers, Tide v Downy. Thm mt v d na v cch m P&G vt y Herbal Essences. Vo nm 2011, cng thy chm sc tc Clairol ri vo tay ca P&G, nhng cng ty ny li cho P&G mt thng hiu du gi ang chm xung. Vo nm 2004, Herbal Essences lm vo tnh trang suy vong. Nm 2006, Lafley ( gim c iu hnh ca P&G) v trng b

phn kinh doanh m phm nhn thy h nn lm iu g cho thng hiu kit sc ny v cui cng h dn ht sc lc cch tn sn phm ny. V u tin l h ti thit k bao b cho sn phm. Nhng chai du gi v dng tc c ung cong chng n khp nhau trn k hng. Hnh dng c th xp chng gip Herbal Essences phn bit mnh vi nhng loi sn phm khc trn k m cn kch thch nhng ph n tr mua chng. ng thi h cn i ngn ng trn bao b : ni s hi gu bm da u thay bng khng cn guV sau khi sn phm c tung ra th trng sau ci cch th thng hiu pht trin tr li, t l gia tng bn hng mc mt con s cao.

NEW

lnh vc khc, P&G th nghim nhng bin php mi nhm xy dng cc mi lin kt x hi thng qua cc phng tin truyn thng k thut s v nhng hnh thc tng tc trc tip khc. Cng ty cho thit k cc trang web cng c quan h vi ngi tiu dng, hiu r hn nhu cu ca h v th nghim sn phm mu. V d nh trc y, P&G thng kim tra sn phm t giy dnh cho em b bng quy trnh kim tra sn phm thng thng. Nhng gi y, cng ty cho mi ngi thy nhng gii php thay th sng to bng k thut s c th hin trn mn hnh. Nu nhng ngi tiu dng ang tr chuyn cng h ny sinh tng no th h c th thay i li ngay lp tc v hi: Bn mun ci tt hn phi khng? Bn mun dng n nh th no?. iu ny gip cng ty ci tin sn phm ht sc nhanh chng. P&G cng hp tc vi cc t chc v c nhn trn ton th gii, tm kim mt cch c h thng cc cng ngh, cch ng gi sn phm hay cc sn phm c tim nng ha hn pht trin v

a vo th trng. P&G s dng cch hp tc hoc thu tm. Trong s cc sn phm hnh cng nht c P&G mua tng v a vo th trng bng chin lc lin kt v pht trin c m phm Olay Regenerist, khn lau bi Swiffer Dusters v bn chi nh rng Crest SpinBrush. Mt v d khc v gii thng Edison dnh ch o sn phm mi nht gn y trao huy chng vng cho sn phm Thc phm Align b sung probiotic ca hng P&G thuc gi sn phm tiu dng, lnh vc dc phm tiu dng. Ban u tng cn vp nhiu kh khn. Nhng d bo th trng cho thy rng c hi l tng i nh. Tin hnh tung ra mt thng hiu mi l tn km v gp nhiu vng mc v cng ngh. Tuy nhin, cui cng th cc chuyn gia hng u ca P&G cng vt qua kh khn. Vi mt s tin nh cho d n ny th cc chuyn gia s dng kho lo bng cch a sn phm qua mng Internet. Khng tn n hng chc triu vo qung co, thay vo , h s dng lc lng bn hng dc phm a sn phm ra mt s thnh ph. P&G sau chuyn sang bn sn phm trc tuyn thng qua website Walgreen.com. V bao b th thay v n gin l c mt ci l nh ng y thuc bn trong, nhm thit k to ra gi thuc phng vi cc ngy trong tun trn bao b nhc nh khch hng ung thuc mi ngy. Cui cng th sn phm cng c tung ra ton quc vo u nm 2009 v c khch hng n nhn nng nhit. Sn phm ny to ra c c im tr tu c nht v ngi tiu dng s dng n u tuyn b rng cuc sng ca h thay i.

Sng to v ci tin P&G p dng chin lc xuyn quc gia: Vo gia nm 2000, Alan G. Lafley c tn nhim v sau c cp di h tr a ra ci cch mi vc dy cng ti. Nhng ci cch trit ca Alan G. Lafley khng nhng gip P&G vt qua c thi k khng hong m cn kim c li nhun . Li

nhun ca P&G gi y tng trng ti trn 10% cho mi qu.. C phiu ca tp on ln n con s k lc108,8 USD. Gi c phiu ca P&G hin nay rt n nh v thng xuyn mc trn 120 USD. thc hin ci cch, cng ty a ra nhiu chin lc khng ngng sng to v ci tin sn phm, p ng nhu cu ca khch hng. u tin l ci cch v bao b cng nh cht lng sn phm. Procter & Gamble mi y thit k li kiu chai ng x bng mang nhn hiu Tide ca mnh, nh mt phn trong chng trnh tip th nhn o gy qu cu tr cho cc nn nhn gp thin tai. y c nh gi l t thay i bao b quan trng nht trong lch s su mi nm ca thng hiu ny. Trn bao b mi l khun mt tht ca nhng ngi m Tide gip trong s c cc nn nhn ca cn bo Katrina. Tnh n thi im ny Tide sn xut c hn 300 ngn ti bt git sch cho cc c dn ang gp kh khn ti New Orleans. Nhng nh bn l s nhn tiu th th cc chai bt git mi ny trong sut thng su ny. Loads of Hope chnh l tn ca chng trnh tip th nhn o ca Tide v trong mu thit k ny l phn mi nht. Tide cng tng ton b s qu gy c t vic bn nhng chic o s mi theo kiu truyn thng c thit k c bit cho cc nn nhn ca thm ha thin nhin ny.P&G bit vic cung cp hng cu tr t thin s d dng hn rt nhiu nu l nhng mt hng thit yu hng ngy m ngi tiu dng cn s dng hng ngy nh bt git.T nhn hng ca cng ty s c nhiu ngi bit n.

*P&G ngy nay khng ch tm kim s pht trin ch t ni b ca cng ty, ngun sng to ny cn n t nhng tc nhn bn ngoi.Trc y hu ht nhng sng to ca P&G l nh lin kt nhng tng ni b. Nhng nhng kt qu gn y cho thy Procter & Gamble cn lin kt vi bn ngoi c c nhng pht minh mi.. *Nhng lin kt trong-ngoi ny s l cha kha ca thnh cng trong tng lai. Lafley t mc tiu s c 50% cc sng to ngoi cng ty. Nhng chin lc ny khng c ngha l sa thi hn 7.500 nh nghin cu ca hng hoc h ch lm cng vic h tr m y l phng thc thc y h lm vic tt hn v mt na cc sn phm mi ca P&G c xut x t cc phng th nghim ca hng v na cn li phi c cc phng th nghim thng qua. *Cng ty t mc tiu hng u l lun ci tin khng ngng P&G va t chc sn xut ln theo quy m nhm tranh th gim ti a chi ph, ng thi u t ci tin cng ngh sn phm ngy mt hon thin hn, thn thin vi mi trng hn v tit kim nng lng, nguyn vt liu hn. *S dng mi ngun lc hiu qu nht, nhng cng tit kim nht. Ti mt s th trng nh M, Anh, P&G cn xy dng nhng nh my ti ch sn phm, m bo s dng ti nguyn hiu qu cng nh tit kim chi ph. a sn phm ti tay

ngi tiu dng l tt nht, ng thi trnh hao ht trong cc qu trnh sn xut, ng gi, vn chuyn, lu kho, Mt v d in hnh l cht git ty Ariel: P&G pht trin nhng cng ngh tin tin bin cht git ty ny di dng gel, va tit kim nc v nng lng trong qu trnh sn xut, va c chi ph bao b thp hn so vi dng hp truyn thng. Bn cnh l nhng ci tin v cng ngh gip sn phm vn t hiu sut nhng dung lng gim i ng k, lng in s dng ca ngi tiu dng gim i ng k khi vi Ariel, khch hng khng cn chnh nhit nc git ln 30oC nhng vn t kt qu nh mong i.

Bn cnh l rt nhiu nhng ci tin sn phm trong sn xut ngy cng tt hn: Khn giy Charmin tit kim hn vi dng Megaroll lm 1 cun giy gi y c cht lng v chiu di ngang nga vi 4 cun lc trc. T giy Pampers gim c t nht 2/3 chi phi ng gi v vn chuyn vi cng ngh p chn khng tin tin hn. Olay vi loi chai mi tit kim n 800.000 pounds plastic mi nm,

tng t vi Gillette lm gim n 72% lng plastic s dng, v 13% chi ph dng gi.

Kt qu rt kinh ngac, cng ty chuyn t mt doanh nghip nh, hot ng khng hiu qu thnh mt cng ty ng u ton cu. Hin nay P&G c tt c 300 nhn hng, lnh vc ng u th gii l ty ra vi cc thng hiu nh Crest, Charmin, Pampers, Tide v Downy. lnh vc khc, P&G th nghim nhng bin php mi nhm xy dng cc mi lin kt x hi thng qua cc phng tin truyn thng k thut s v nhng hnh thc tng tc trc tip khc. Cng ty cho thit k cc trang web cng c quan h vi ngi tiu dng, hiu r hn nhu cu ca h v th nghim sn phm mu. V d nh trc y, P&G thng kim tra sn phm t giy dnh cho em b bng quy trnh kim tra sn phm thng thng. Nhng gi y, cng ty cho mi ngi thy nhng gii php thay th sng to bng k thut s c th hin trn mn hnh. Nu nhng ngi tiu dng ang tr chuyn cng h ny sinh tng no th h c th thay i li ngay lp tc v hi: Bn mun ci tt hn phi khng? Bn mun dng n nh th no?. iu ny

gip cng ty ci tin sn phm ht sc nhanh chng. P&G cng hp tc vi cc t chc v c nhn trn ton th gii, tm kim mt cch c h thng cc cng ngh, cch ng gi sn phm hay cc sn phm c tim nng ha hn pht trin v a vo th trng. P&G s dng cch hp tc hoc thu tm. Trong s cc sn phm hnh cng nht c P&G mua tng v a vo th trng bng chin lc lin kt v pht trin c m phm Olay Regenerist, khn lau bi Swiffer Dusters v bn chi nh rng Crest SpinBrush.

tp trung tm kim tng, P&G trc tip tin hnh mt s hot ng: 1. Kho st tm ra nhu cu hng u ca khch hng : Mi nm mt ln P&G tin hnh mt cuc kho st v nhu cu ca khch hng, nhu cu c p ng mc no v nh hng ca n n s ln mnh ca thng hiu. Danh sch cc nhu cu ny c a n cc phng nghin cu hoc c tho ra thnh nhng thng bo v cng ty. P&G lun xc nh cc sn phm k tc nhau. iu ny c ngha hng s tm kim cc sn phm hay cng thc c th gip tng u im ca nhng mt hng thng hiu hin c 2. Ban qun tr tr chi cng ngh: Trong vi trng hp h s dng ci gi l ban qun tr tr chi cng ngh nh gi cng ngh no thch hp vi lnh vc kinh doanh no. Bin php ny gip h tr li nhng cu hi nh: Cha kha cng ngh no h mun pht trin mnh hn?; Cng ngh no h mun mua li nh bi i th cnh tranh? hay Trong s nhng cng ngh c, ci no h mun ng k bn quyn, bn hay lin kt pht trin?.

3. S dng lin kt ton cu: Mng lin kt ton cu ca P&G chnh l nn tng cho cc hot ng kt hp chin lc lin kt v pht trin. Cng vi cc phng php nu trn kt hp vi mng lin kt ton cu ca hng, h lun c gng bo m khng mt ngun tng no b b qua t cc phng th nghim ca chnh ph hay c nhn, cc vin nghin cu, cc nh cung cp, phn phi hay thm ch c i th cnh tranh, cc i tc thng mi, cc hng lin doanh v c nhng doanh nghip t nhn.

III. THNH CNG, THT BI CA P&G V BI HC KINH NGHIM.

THNH CNG CA P&G Nm 1946, P&G gii thiu bt git Tide, mt sn phm vt tri so vi cc bt git khc trn th trng v do nhanh chng t c thnh cng ln. y cng l sn phm gip cng ty c ngun ti chnh pht trin cc dng sn phm mi vo th trng. Sau Tide, P&G tip tc pht trin cc mt hng tiu dng nh Crest. Nm 1955,trong thi im Colgate l thng hiu kem nh rng hng u. Sau nhng nghin cu P&G cho ra i Crest- kem nh rng cha Flo u tin v ginh c v th trn cc i th khc. Ra i vo nm 1960,t giy Pampers loi t dng mt ln thay th nhng loi t vi thng thng cho tr em, to nn nhng thnh cng vang di v tr thnh thng hiu c cc bc cha m la chn hng u. n nm 1967, Bt git Ariel c gii thiu sau tr thnh nhn hng dn u ton cu ca P&G.

Cho n nm 2000, P&G s hu hng chc thng hiu hng ha ni ting nh Pantene, Rejoice, Pert, Head & Shoulder, Vidal Sassoon, Camay, Xest, Tide, Max Factor, Oil of Olay, Pampers, Whisper, Pringles Hn 300 sn phm ca P&G c tiu th ti gn 200 nc trn th gii vi khong 6 t ngi s dng. Bn cnh ,P&G cng sn xut sn phm ca mnh ti hn 80 nc trn th gii tp trung M , Canada, cc nc M La tinh, chu u, chu Phi, chu c, mt s nc chu c bit l Trung quc. Doanh s bn hng ca tp on t 44 t Euro mi nm, tng ng vi khong 55 t USD. Nm 2005,sau khi mua li tp on Gillette th con s doanh thu vt qua con s 70 t USD. Vi tng gi tr vn trn th trng hn 200 t USD, P&G tr thnh mt trong 10 cng ty c s vn ln nht trn th gii. Nm 2008 t doanh thu 83,5 t USD, li nhun 12.1 t USD . Trong , c 24 nhn hiu ca P&G c doanh thu bn hng t trn 1 t USD gm Crest, Pampers, Olay, Pantene, Head & Shoulders, Ivory, Tide, Charmin .v hn 18 nhn hiu khc c doanh thu t t 500 triu USD n 1 t USD. Ngy 22/4/2009, P&G c trao tng gii thng Presidential Green Chemistry Challenge Award for Designing Greener Chemicals ca c quan bo v mi trng nhn danh cho Nh Trng. Gii thng ny c trao hng nm cho nhng c nhn, cng ty v cc t chccng ngh m to ra nhng sn phm c cng thc ha hc khng gy hi chomi trng. P&G Chemicals cng vi Cook Composites and Polymers (CCP)nhn c gii thng ny nh vo cng ngh Chempol MPS c pht trinv thng mi ha bi cc t chc i tc. Theo nhng nh gi ca chuyngia, Chempol MPS l 1 sng to cng ngh vi vic s dng nhng hp cht kt dnh ly t dicarboxylic acids. Ngoi ra , P&G cn xp th 2 trong Top Companies for Leaders v v tr th 6 trong Global Most Admired Companies . Bn cnh ,khng th khng k n v tr th 3

trong World's Most Respected Companies List ( "Danh sch ca cng ty c knh trng nht" ) v xp th 13 trong s 100 Tng cng ty ton cu bn vng nht th gii cng nhiu gii thng cao qu khc. Ti Vit Nam, P&G bt u hot ng t nm 1995 v n nay cng ty m 2 nh my sn xut t tiu chun quc t ti tnh Bnh Dng vi hn 30% sn lng c xut sang c, Nht Bn, Hn Quc, chu u, n , v.v. P&G Vit Nam lin tc t c t l tng trng 2 con s v nhn c nhiu s khen ngi ca chnh ph v c mt ch ng vng chc trong lng ngi tiu dng. D on trong tng lai, P&G s cn tip tc pht trin vng mnh v gp phn vo vic nng cao cht lng cuc sng ca ngi dn Vit Nam. THT BI CA P&G: Kem nh rng Crest v tht bi trong vic m rng Trong nhng nm 80, th trng kem nh rng bng tr nn a dng. Ngi tiu dng pht chc c nhiu s la chn t nhng thng hiu khc nhau. Trc tnh hnh ny, Crest lin tc cho ra i nhiu loi sn phm. Trong lc Crest c tp trung cho ra i nhiu sn phm khc nhau khin cho ngi tiu dng ngy cng ri tr th Colgate gii thiu Colgate Total, c cha fluor, chng cao rng v bo v nu. Ni cch khc, Colgate Total l mt sn phm hon ho. Chp ly c hi ny, Colgate nhanh chng chim li v tr hng u ca mnh trn th trng v vt qua c doanh thu ca Crest. C rt nhiu l do, trong mt phn l do cch xy dng thng hiu ca P&G. Chin lc xy dng thng hiu ca P&G trong nhng nm 80 c v qu tham lam, qu nhiu la chn li ng ngha vi s ri tr cng tng. Do , th phn ca Crest ngy cng gim. Khi ch c mt sn phm Crest, th phn ca h ln n 50%, nhng khi c n 38 sn phm, th con s ny tt xung ch cn 36%. V khi s sn phm ca Crest trn th trng ln n 50 th th phn xung n mc 25%, ng sau Colgate. P&G tht bi th trng Ba Lan

Nm 1991, P&G gia nhp vo th trng Ba Lan vi sn phm Vidal Sasson Wash&Go v nc gi u"all in one" l sn phm bn chy nht M v chu u. Sn phm c gii thiu thng qua cuc tip th kiu M vi quy m cha tng thy Ba Lan. Tuy nhin, P&G nh ng th trng M vi th trng Ba Lan. th trng nc ch nh th vic P&G qung co thng xuyn, rm r s lm cho doanh thu ca nhn hng ngy cng tng cao. Nhng ngi Ba Lan quen vi suy ngh rng hng ha qung co l nhng hng ha m km cht lng v khng bn c. S tht bi y l v P&G khng nghin cu k v vn ha ca ngi Ba Lan. Theo kho st ca mt hang nghin cu th trngng th s ngi khng thch kiu tip th ca P&G nhiu gp 3 ln s ngi khng thch cc sn phm ca P&G. Nguyn nhn th hai trong tht bi ca P&G chnh l sn phm Wash&Go. P&G em nguyn bn sn phm phc v nhu cu ca ngi M sang p dng phc v nhng ngi Ba Lan. Tuy nhin vo thi im ,ngi tiu dung Ba Lan li t coi trng vic v sinh c nhn cho nn h cho rng Wash&Go-sn phm p ng cho ngi tiu dng M s dng hng ngy l qu thng lu i vi h. BI HC KINH NGHIM T nhng thnh cng v tht bi, Procter & Gamble ang ngy cng i mi hon thin sn phm nhm nm bt v p ng c nhu cu th hiu ca ngi tiu dung. H nhn ra rng vic tm hiu v gn gi vi ngi tiu dung s gip h d dng nm bt c nhng thng tin,a ra nhng gii php ng n nhm hon thin v m rng th trng. ly c lng tin ca khch hng,P&G cho kim nghim rt k lng sn phm mi ca mnh thng qua cc khch hng v nhng sn phm c khch hng a thch thc s mi c tung ra th trng.

S i mi khng phi lun bt u t vch xut pht, P&G rt ch trng cng c thng hiu, kt hp cng ngh cao mi chin lc nghin cu th trng thc y tng trng doanh s ca thng hiu. P&G cn nhn thy khch hng khng ch ham thch s i mi, m h cn ang i hi n nhanh chng hn. Nu mun cnh tranh c, cc nhn hiu phi lun vn ng khng ngng. Tnh t mn khng c ch ng trn th trng hin nay. Vic cho ra i nhiu sn phm c th khin khch hng kh nm bt c nhng sn phm mi. V vy,P&G nhanh tr tn dng trit cc phng tin qung co truyn thng hu hiu nh bo ch,website,tivi mang n cc thng ip sn phm cho cng ty ca mnh mt cch hiu qu nht. Ngoi ra, thay v ch nh ngha v mnh thng qua cc sn phm, P&G ang vn rng cnh tay tr thnh ngi gii quyt bt k vn g pht sinh trong mi ngi nh. S linh hot v sang to gp phn to nn thnh cng ca P&G. Vn nghin cu v nh gi chnh xc v cc i th cnh tranh v sn phm ca cng ty trn ton cu v ca a phng gip a ra cc nh hng chin lc nhm ginh c th phn nhiu hn, tha mn c khch hng. Ngoi ra,vn vn ha i vi P&G cng c ch trng hn sau nhng tht bi t qu trnh thm nhp th trng mi. T cng ty tin hnh nghin cu v kho st th trng tm hiu vn ha li sng tng vng v u t trang thit b my mc ngay chnh ti a phng to ra cc sn phm ph hp vi nhu cu ngi tiu dng. P&G cng nhn ra rng s n gin chnh l yu t mu cht trong vic trn an khch hng. Vic tung ra nhiu dng sn phm cng c hn ch v cn nhc k lng hn nhm trnh lm khch hng b ri tr trong vic la chn sn phm. Vic quan tm n mi trng v cng ng cng l yu t gip P&G duy tr hot ng v tip tc pht trin.

KT LUN
Li nhun l mc tiu hng u m bt k t chc no cng mun t c. Chnh t mc ch cng ty lun phi c nhng i sch ph hp mang li hiu qu cao. Cc doanh nghip phi a ra nhng chin lc kinh doanh quc t ph hp vi nhng nhu cu phong ph v a dng ca khch hng trn ton cu cng nh s thay i lin tc v phong cch sng, th hiu ca h,Tuy nhin, bn cnh lun tn ti nhng chin lc khng thnh cng gy ra tht bi, thua l cho cng ty. l mt quy lut tt yu trong qu trnh hnh thnh, hot ng v pht trin ca bt c t chc hot ng kinh t no. Qua vic tm hiu v P&G cung cp chng ta mt s kin thc v c cu t chc , trit l kinh doanh, chin lc xm nhp th trng ca mt tp on, mt cng ty a quc gia tiu biu trn th gii vi nhng thnh cng nht nh trn thng trng mang li nhng li nhun khng l,cng c thm a v danh ting P&G trn thng trng quc t. c c thnh cng , P&G phi tri qua nhng kinh nghim xng mu t nhng tht bi c th do chin lc kinh doanh quc t khng ph hp vi vn ha, phong tc mt s ni P&G nhanh chng nhn ra sai lm trong vic la chn chin lc kinh doanh quc t v ng thi cng a ra nhng chin lc tinh t ph hp hn. Cng vi nhng thnh cng v tht bi, P&G cng thu c nhng bi hc kinh nghim gip cng ty vch ra nhng k hoch v mc tiu kinh doanh ngy cng hon ho nhm cng c v tr trn th trng th gii.

TI LIU THAM KHO

1. www.pg.com 2. Sch Kinh doanh ton cu ngy nay ca tp th tc gi (Ts. Nguyn ng Phong, Ts. Nguyn Vn Sn, Ts. Ng Th Ngc Huyn, Ths. Quch Th Bu
3. http://cafef.vn/tai-chinh-quoc-te/pg-da-lang-le-doi-moi-nhu-the-nao20100626105945214ca32.chn 4. http://www.vietceo.com/vn/khoi-nghiep/guong-thanh-cong-khoi-nghiep/lien-ket-va-phat-trienmo-hinh-sang-tao-moi-cua-procter-gamblephan-cuoi/ 5. http://caia.vn/4369-pg-cuu-van-thuong-hieu-thoi-thop-nhu-the-nao/ 6. http://www.pg.com/en_US/brands/household_care/index.shtml 7. http://www.unilever.com.vn/our-brands/ 8. http://gafin.vn/2012111402474189p0c36/unilever-va-pg-deu-co-loi-the-rieng-tai-viet-nam.htm 9.

10. http://vndocs.docdat.com/docs/index-5720.html?page=7 11. http://www.baomoi.com/PG-da-lang-le-doi-moi-nhu-the-nao-de-thanhcong/45/4466856.epi (Tun Vit Nam) (Ngy truy cp : 07/04/2013) 12. http://www.baomoi.com/Van-hoa-doi-moi-cua-PG-Tiep-theo-vahet/45/5210537.epi (Saga.vn ) (Ngy truy cp : 07/04/2013) 13. http://doanhnghiep.portals.vn/index.php?option=com_content&view=article&id=2 675:pag-bien-that-bai-thuong-mai-thanh-thang-loi-nhan-dao&catid=146:thuonghieu&Itemid=335 (Carol Seagle v Lisa Jones Christensen) (Ngy truy cp : 07/04/2013) 14. http://review.siu.edu.vn/kinh-te/pg-thanh-cong-tu-mot-khoi-dau-khiemton/247/1532 (nh Tuyt) (Ngy truy cp : 07/04/2013) 15. http://luatminhkhue.vn/chuyen-doi/that-bai-la-mot-mon-qua.aspx (Vef) (Ngy truy cp : 07/04/2013) 16. http://www.365ngay.com.vn/index.php?option=com_content&task=view&id=308 6&Itemid=13 (ng Thanh Sang) (Ngy truy cp : 07/04/2013)