Trao doi hpc thu^t & Thdng tin Khoa hpc Cong ngh?
H O A C H D I N H VA L V A C H Q N C A C P H l T O N G A N ClWtn L U Q C K I N H D O A N H C I J A C 6 N G T V C 6 P H A N
B U t ! C H i N H V I E T T E L G I A I D O A N 2 0 1 1 - 2 0 2 0 ThS. CAO D I N H NGAN Cf^ng ly CSphdn buu chfnh Viettel PGS. TS. NGUYfiN D A N G QUANG Trudng Dgl hgc Giao thdng V^n tdl Tdm tdt: Hogch djnh vd xdy dung dugc chiin luxrc kinh doanh dung ddn si giup cho doanh nghiep ndi chung vd doanh nghi4p BCVT ldn Igi vd phdl triin Irong mdi Irudng kinh doanh md cgnh Iranh ngdy edng dien ra gay gdt. Ndi dung chlnh eiia bdi bdo Id tren ea sd irng dtfng phuang phdp ma trgn WSOT liin hdnh hogch djnh vd lua chgn cdc phtrang dn chiin lugc kinh doanh cua Cdng ty cd phdn buu ehlnh Viettel giai dogn 2011-2020 nhdm giip cho Cdng ty cd phdn buu chlnh Viettel phdt triin bin vffng irong luang lai
Summary: Good business strategy planning will help enterprises in general and post and lelccnmmunications enterprises in particular lo survive and to develop in this competitive environment. This article deals with using SWOT matrix lo plan and lo choose business strategy options from 2011 lo 2020 for Vietlel post join stock company for sound development of this company in the future
L D A T V A N D E
Cdng ty CO phfin buu chinh Viettel Ifi mgt thanh vien cua Tpp dofin Vifin thdng Qufin dpi.
Sau hon 14 nam hopt dgng trfin thj trudng chuyfin phfil Vipl Nam, tir mgt doanh nghipp nhd vdi nhipm vy ban dau la to chuc phfil hfinh bfio chi cho cfic don vj quan dpi. Din nay Cong ty da timg budc xay dyng mpng ludl, hp thong buu cyc, con ngudl, dau tu phuong tipn vfi trd thanh mpt trong nhdng cdng ly chuyen phfit hfing dfiu tpl Vipt Nam. Mpt trong nhihig yfiu to quan trgng gdp phan dua Buu chinh Viettel thfinh cong nhu ngay hdm nay la nhd xfiy dyng dugc nhdng chiln lugc kinh doanh diing dfin, linh hopt vfi sy quylt lipt trong vipc ihyc hipn nhdng chiln lugc da de ra.
Nen kinh te Vipl Nam dang thay ddi timg ngfiy, sy cpnh Iranh ngfiy cfing gay gat, nhdng cam kit cua Vipt Nam khi trd ihfinh thfinh vifin ciia WTO bfit dau cd hipu lyc ddi hdi cong ty phfii xay dyng chiln lugc kinh doanh phii hprp vdi nhdng difiu kipn mdi dfi c6 nhirng djnh hudng dan dfit cho sy phat triln trong tuang'Iai dai hpn mpt cfich ben vdng,
II. HOACH OjNH VA L ^ A CHQN CAC PHU'ONG AN CHIEN LU"QC KINH DOANH CUA CONG 1 Y C 6 PHAN BUU CHINH VIETTEL
De hoach djnh cfic phuang fin chien lugc kinh doanh cua cdng ty, chimg tdi sd dgng phuang phfip phan tfch ma Iran SWOT dl dua ra cfic phuang fin vdi nguyfin tfie khai ihfic triet
&h ca hpi, phfit huy co hpi, che chfin cfic diem ylu va hpn che mgi riii ro cd Ihfi xuat hipn trong thai ky chifin lugc xfic djnh.
"l28 Tap chi K H O A H Q C G I A O T H O N G VAN T A I 86 3 8 - 0 6 / 2 0 1 2
Trao ddi hpc thudt & Thdng tin Khoa hpc Cdng nghe 2.1. Phan tich SWOT doi vdi Cong ty co phan buu chinh Viettel
2.11. Diem mgnh
- Thuang hipu Viettel: Ifi mpt thfinh vifin ciia Tpp dofin Vifin thdng qufin dpi, cdng ty dugc thda hudng lir cfic yeu td cua cdng ty mp nhu hinh finh nhpn difin, kenh phan phoi, dau tu nudc ngofii, vfin hda doanh nghipp, trill ly kinh doanh,,..
- Cd tam nhin vfi tham vgng mpt cfich rd rfing, trd Ihfinh doanh nghipp buu chlnh hfing dau lai Vifil Nam.
- La doanh nghipp cdn non trfi, tuy nhien Buu chfnh Viettel dugc thira hudng va hpc hdi rat nhilu kinh nghifim thanh cdng Ifin bfii hpc rut ra tir that bpi ciia Tong cong ly buu chinh Vipt Nam.
- Mpng ludi rgng khfip, phii din han 90% cac qupn, huypn Ifi ylu to sue mpnh khong nhd dfi CO thfi trifin khai cfic chien lugc kinh doanh
- Cong nghp Ihdng tin; Vi^c dng dyng mpnh mfi cdng nghp thdng lin vao qufi trinh van hfinh khai llific mpng ludl buu chfnh dfi gdp phan gifim tfii, tfing nfing suat Iao dpng va cung cfip nhifiu lien ich cho khfich hfing.
2.J.2. Diemyeu
- Nguon nhan lyc cho lyc lugng nhan cdng tryc tiep thieu vfi yfiu, luc lugng lao dgng trfi nfin kinh nghiem cdn hpn chl, ca bfin khong dugc dfio tpo chuyen ngfinh, lao dpng pho thdng chifim da s6, thifiu nhan su cd trinh dp, Ianh nghfi.
- Cdng lfic thing kfi sd lieu cung nhu kha nang phan tich phan tfch sd lieu lap trung con nhifiu han chfi. Bfin cpnh do dy bfio xu thfi chua tdt dan dfin lung tiing trong thuc thi chifin lugc, phfii dieu chinh kl hoach iheo timg giai dopn.
- Ca sd ha tfing chua dn dinh, hau hfit try sd, he thdng buu cue giao djch, kho bfii trung chuyfin lfi di thue; cdng tfie dau lu ha lang chua dugc chii trpng.
- Khdng chii ddng dugc trong vipc dam bao hoai dpng cung cap djch vu chuyfin phat dudng tryc qua hang khdng, cdn phy thugc nhilu vfio cfic hang vpn ehuyin bfin ngoai nhu hang khdng, cfic hang chuyen phfit qudc lfi, ...
2.;.i. Co•/(p/
-Thi trudng bfin lfi VielNam dang trong giai dopn lfing trudng mpnh (nam 2010 la25% va dy bao cdn tfing cao hon niJa sau nfim 2015). Vipt Nam nfim trong top 15 thj trudng hfip dfin nhfit vl dfiu tu bfin le. Day la ca hpi rll Idn cho cfic doanh nghiep buu chinh chuyen phfil.
- Thi trudng logistics vfi Ihuong mpi difin Id d Vipt Nam dang trong giai dopn dau, tifim nang phfit triln thi dudng nfiy se lfi ca hgi Idn cho Buu chinh Vietlel.
- Viet Nam nfim Irong thai ky dpc bifil: Dan sd vang. Viet Nam dang cd m^l ca hgi "vang"
khi sd dung mot lyc lugng Iao dpng trfi dli dao trong giai doan tang trudng kinh t l 2010-2020.
- Vipc phfin hda thj trudng sS difin ra ngfiy cang khic liet, theo chu trinh phat trien, se chi cdn ldn tpi mgt s6 nhfi cung cap djch vy chuyin phfit tai thi Irudng Viet Nam, day chinh la co hpi 6k Buu chinh Viettel vugt len dl khfing dinh vj Ihl la doanh nghifip hfing dau.
Tap chi K H O A H O C G I A O T H 6 N G VAN T A I 5 6 3 8 - 06/2012 129
Trao ddi hpc thudt & Thdng tin Khoa hpc Cong n^h>f 2.1.4. Thdch thtic
- Cpnh tranh npi dja ngfiy cfing khoe ll^t, dfie bi^t khi mfi cfic doanh nghidp van cdn coi gifi cfi Ifi mOl ylu t l dl chilm ITnh thj irudng.
- Chju fip lyc cpnh tranh mpnh mfi Id cfic doanh nghipp nudc ngofii vdi nhdng lgi the tuy^t doi vl qufin Iy, kinh nghipm cung nhu tfii chinh khi thj trudng buu chfnh md cda hofin lofin vao nfim 2012 (cfic cam kit khi gia nhfip WTO).
- Anh hudng Id khiing hofing kinh ll, xu Ihl cfic nhfi sfin xual tryc tilp phfin phoi tilp lyc phfil dien nhfim lopi bd cfic khfiu Irung gian gifim Ihilu chi phi phfit sinh cung nhu rut ngfin ihdi gian phfin phli.
- Doanh ihu m^l s l dich vy Iruyen thing gifim do xu hudng sd dyng djch vy thay Ihl.
Td nhdng phfin lich vl dilm mpnh, dilm ylu ciia Cdng ty co phan buu chinh Viettel de xac djnh dugc diing nfing lyc cpnh tranh cung nhu dua ra dugc nhOng ca h^i c6 thfi nfim lay vfi nhttng thfieh ihdc cd the gfip phfil Irong qufi irinh hopt dgng kinh doanh. Tfie gifi xfiy dyng bang phfin Uch SWOT nhu sau:
Bdng I. Ma trgn SWOT Cdng ty cdphdn Buu chlnh Viettel
SWOT
OPPORTUNITIES - Thdi CO 1. Thj truoTig bfin Ifi md ciia 2. Tiem nfing cua nganh nghl
3. Ca cau dan so vfing 4. Tinh dfio thfii cua thj trudng.
THREATS - Nguy ca 1. Cpnh danh ngi dja 2. Cpnh danh vdi cfic Cong ty NN CO thi manh ve kinh nghipm, qufin ly, lfii chinh..
3. Khiing hofing kinh le.
4. Sfin pham thay the
STRENGTHS - Dilm mpnh 1. Thuang hipu Viettel 2. Tam nhin vfi tham vgng 3. Kinh nghipm 4. Mpng ludi 5. Cdng ngh? thdng tin
Ket hgp S + 0 1. Thj trudng ngfinh lfing trudng mpnh, djch vy chuyin phfil, logistic phfil Irifin: Md rgng vfi chiem ITnh Ihj trudng
2. Khfic bipt hda sfin pham:
Gia tfing djch vy irfin mpng ludi buu chinh, md rgng dfiu lu quoc ll.
Kit hgrp S+T 1. Ca hpi de mua Ipl, lien doanh, dau lu. Thyc thi chiln lugc hgi nhpp theo chieu ngang.
WEAKNESSES - Diem ylu 1. Nhfin lyc thilu va yeu 2. Kha nfing dy bao, phan lich xu hudng phfil triln kfim.
3. Co sd hp tang khdng In djnh 4. Phy thugc vfio cfic hang vpn chuyfin hang khong.
Ket hgp W+O 1. Dfio tpo, lopl bd nhan lyc kfim, thu hiit nhan lyc Irinh dp cao vl nganh nghe mdi. Thyc lhi chifin lugc hgi nhpp theo chieu ngang.
Ket hgp W+T I. Rui ro trong qua trinh trifin khai; sdc fip vl hipu qua dau tu tfii chinh, Gifim quy mo, lfii cau true bg may.
2.2. Phan tich cac kjcb ban chien Iirgc
Dya trfia ma Iran SWOT, chiing tdi dfi xual 4 kjch bfin chinh d l tim ra kjch ban tdi iru:
> Kfch bdn I - Chien lirpfcphdt trien tap trung theo hitdng phdt trien thi truung
130 Tap chi K H O A H Q C G I A O T H O N G Vi^N T A I So 38 - 06/2012
Trao ddi hpc thudt & Thdng tin Khoa hpc Cdng ngh?
Vdi nhung lgi the vfi tilm nang, nang lyc cung nhu nhpn dugc sy hd Irg loi da vl cdng ngh?
Ihong tin Id cong ty mp la Tap dofin Vien thdng Quan dpi. Dong ihdi vdi vipc su dyng chung hp lang vl mpng ludi vdi han 700 cua hfing, sieu thj Viettel, nguIn nhan lyc han 30.000 nhan vifin qufin ly dja ban xudng din tan thdn, xdm trong vipc phfil diln djch vy buu chfnh thi vipc md rpng va chilm ITnh thj trudng lfi rfit khfi thi. Ben cpnh dd klifi nfing duy tri chi phi Uifip han cac ddi thu canh tranh ciia Buu chfnh Viettel vl mat dai hpn Ifi hoan tofin cd tinh khfi thi cao,
Vific ty hpch lofin dge Ifip ngay td khi mdi thfinh Ipp cung nhu hofin thanh xong viec co phfin hda doanh nghipp da giup Cdng ty Buu chinh Vietlel hoan loan cd Ihl kiem sofil dugc chi phi dk cd Ihl cpnh tranh mpt cfich ben vdng tpi (hi Irudng Vipt Nam. Hipn tpi cfic doanh nghifip chuyfin phfit npi dia dang cpnh tranh rat khoe lipt ve gifi cude, tuy nhifin do mpng ludi ciia cac doanh nghipp nfiy (ngopi trir VNposl) khdng dugc dau lu do vay phfii phy thugc vfio hai doanh nghifip chinh la Viettelposl vfi Vnpost Vfin dl cpnh tranh vl gifi chi xfiy ra d cfic tuyln dudng true chfnh, nai lifin kit gida cac khu vye kinh t l trgng dilm nhu Hfi Npi, TP Hd Chi Minh, Da Nang, Can Tho, Ddng Nai, Binh Duong, Hai Phdng.
> Kich bdn 2 - Chiin lirgc da dgng hoa
Hifin lpi, cac doanh nghipp chuyfin phfit dang dung Irudc cupc cpnh iranh khde lipl vfi gifi mfi chua Ipo ra dugc gifi trj khfic bipt dang kl. Lgi thfi ve quy md mang ludi cd Ihl la mot cdng cy canh tranh dl tpo ra khac bifil doi vdi cfic doi Ihii khfic tren thj Irudng. Nhung djch vu buu chfnh cfi nhfin cd thfi dugc trifin khai mdl each ddng bg vfi hipu qufi xudng den lan thdn, xdm.
Ben canh dd. Tap dofin vifin thdng quan dpi da dfiu lu manh me ra nudc ngofii vdi cfic thj trudng day lifim nang nhu Campuchia, Modambic, Peru, Haiiti..., day la mpt lifin dfi dfi dich vy buu chfnh dugc xufit khfiu dfin cac nudc mfi Viettel dfi cd mat.
Ngofii ra, chifin lugc nay cdn ddi hdi bd may cCia Buu chfnh Vietlel phfii rat linh hoat trong qua trinh phfit Irifin san phfim mdi, tpn dung nguon lyc cung nhu nhu cfiu vpn chuyin npi bd ciia chinh cfic cdng ty thfinh vifin ciia Tap doan hopt dpng d nudc ngoai lam tiln dk Irifin khai cfic djch vu khac.
> Kich bdn 3 - Chien lucre phdt triin hpi nhdp
Theo xu thi phfil Irifin ciia thj trudng, se chl cdn tir hai dfin ba nha cung cap dich vy hpi dii cac ylu 16 ldn lai trfin lhi Irudng. Chifin lugc nay ddi hdi cdng ly phfii bill nfim bai dugc ca hgi mua/bfin, sfip nhap va phfii cd phuang an dilu hfinh doanh nghiep hopt dpng hieu qua. Theo chieu hudng ngugc lpi, se la riii ro rat Idn cung nhu doi mpt nguy ca phfi sfin bdi cfic khofin ng xfiu td vific mua bfin, sfip nhap. Trong giai dopn sau nam 2015, viec phan hda mpnh me thj trudng nhieu khfi nang mdi xay ra.
> Kich bdn 4 - Chiin Iw/c Gidm guy md, tdi cau true doanh nghi?p
Vdi nhung dilm yfiu hifin httu va nhttng rui ro cd thi xfiy ra d moi Irudng kinh doanh thi chiln lugc nay van phfii dpi ra dl dy phdng. Tuy nhien vific xfic djnh chinh xfic nhung difim yfiu dl phdng ngda vfi khfic phyc nhanh trong thai gian tdi se gifim thilu nhttng riii ro eho doanh nghiep. Thyc trpng hipn nay ciia Cdng ty Buu chfnh Viettel lhi viec Ihyc hien chiln lugc gifim quy md, tfii cau true day chi la mgt Irudng hgp xfiu nhfit vfi rfit il cd khfi nang xay ra it nhfit lfi trong glai doan td 2011 din 2015.
Tap chi K H O A H Q C G I A O T H O N G VAN T A I S6 38 - 06/2012 131
Trao ddi hpc thupt & Thdng tin Khoa hpc Cung ngn?
2.3. Lua chgn chien luge
Td nhdng kit Iu|in vl khfi nfing phfin dng trudc cfic ylu t l moi irudng, difim mpnh, diem ylu cua doanh nghidp; phan tich cfic kjch bfin chiln lugc chung tdi xin dl xual chifin lugc cho Cdng ly c l phin Buu chlnh Viettel giai dopn 2011-2020:
"Tpp trung ddu tu phdt trii'n mgng lu&i vdi phumig chdm: Mgng ludi di trm'rc. kinh doanh sau; chudn hda cdc quy trinh nhdm ndng cao chdt iupng dfch vg. da dpng hda sdn phdm tgo ra khde bi?t hoa v&i cdc ddi thii cpnh tranh. ddm bdo giir du^c vj the cgnh tranh tren thi tru&ng"
Thiet l^p cdc m^c tieu vd cdc ki hogch kinh doanh ngdn hpn
- Myc lieu chiln lugc: Trd ihfinh nhfi giao nhfin vpn chuyin hfing dau Vipt Nam.
- Myc lifiu ve kfinh phfin phil:
+ Trong nudc: Mpng ludi: 100% cfic huypn/xfi c6 sy hiln dipn cua Buu chinh Viettel, tfing quy md vl mpng ludi, tu dd khai thfic toi da liem nfing thdng qua tfing kich cd thj trudng.
+ Quoc tl; Md rpng mpng ludi cung cap djch vy buu chinh lpi cac nudc ma Tpp dofin vifin Ihdng qufin dpi dfi dau lu ca sd hp lang vfi vpn hfinh kinh doanh.
- Myc tifiu ve san pham djch vy:
+ Phai Irifin da djch vy tren co sd djch vy I5l la buu chinh chuyen phfit.
+ Tpp Irung vfio mpt so ngfinh nghl mdi phyc vy cho djch vy IQI: Logistic, phan phdl, thuong mpi dipn td.
- Mgc tieu vi thi phdn:
+ Din 2015 chifim ITnh 35% thj phan buu chinh, chuyin phat ngi dja.
+ Den nfim 2020 chiem ITnh 45% thj phan chuyen phfit npi dja.
- Myc lifiu ve Igi nhupn: Chi Irfi co tdc hang nfim td 15 - 20%.
- A/«c tieu trung hgn:
+ Dpi doanh thu 1.000 ty nfim 2012; + Dpt doanh thu 2.000 ty nfim 2015.
+ Dat doanh thu 4.500 ly nfim 2020.
- Myc lieu hfing nfim: Dpt tdc dg tfing binh qufin 35 % giai dopn 2011-2015, 15% gial dopn 2016-2020.
Dfi thyc hipn dugc nhiiTig myc tifiu chien lugc dl ra, cong ty cd phan Buu chinh Viettel cfin phfii dong bg thyc hipn nhimg gifil phfip nhu: Dieu chinh ca cau to chuc theo myc tifiu chifin luge; dau tu, phfit trifin hp tfing; md rgng vfi da dpng hoa cfic hinh thuc cung cap djch vy; nghien cdu phfit trien thj trudng,... Tuy nhifin, trong khudn khd cua mgt bai bfio chung toi khdng thfi trinh bfiy hit dugc nhirng ngi dung nfiy. Chung tdi sfi de cfip tdi nhdng ngi dung nfiy irong bfii vilt tiep theo.
(Xem tiip trang 142)
132 Tap chi K H O A H Q C G I A O T H O N G V ^ N T A I S6 38 - 06/2012
Trao doi hpc thiicil tfe Thihig tin Khoa hpc Cdng ngnif Vipt nam vfi ciic cdng ly con phai lien hfinh dy bfio cy the ve sfin lugng. doanh Ihu, chi phi cung nhu vipc Ilnh loan gifi IIK'HIII tiic ngliip|i ciia lirng cdng ly mpt each chinh Xiie vfi khoa hpc,
1\. K I T LUAN
Vipc long cdng ty vpn Ini Dudng sfil Vipt nam chujcii sang md hinh hoat dgng san
\u;il kinh doanh iheo md hinh Cdng ty trach nhipm httu hpn mpi Ihaiili MCMI Cong ly mp - con I.I tat \cu khfich quan.
He hopt dpng cd hipu qufi trong md hlnh mdi doi hdi cac Cdng t\ con, trong dd cd Cdng t> \;iii tfii hang hda dudng sfit can hoan Ihifin clncn lugc san xuat kinh doanh cung nhu lu duy ve quan ly. Bai bao nay tac gia da de xuat mpi sd khuyen nghj ve xay dyng chien lugc san xuat kinh doanh ddi vdi Cdng ly van tfii hang hda dudng sat. Bao gdm: cong tac dy bfio khdi lupng, sfin lupng, suat thu, doanh thu van tfii hfing hda vfi sd ddi tfiu hang chay trfin cac tu\cn, chifin luac gia, chien lugc thu hiit vdn dau tu; bfin canh do, lac gia cung dfi \uat cfic bipn phfip Ihyc hipn ddi vdi Cdng ty khi xay dyng va thyc hipn chien lugc sfin xuat kinh doanh, dong thdi kien nghi vdi Cdng l\
me \^ mgt so bipn phfip Irong Id chtte, difiu hfinh va qufin ly de tao difiu kien cho cac Cong ly con CO Ihfi chii dpng trong hopt dgng san xull kinh doanh trong md hinh hpch loan dpc lpp.
Tfil lipu tham khfio
[2J. Ting cdng ly Dudng sat Vifit nam tpp trung cho chuyin dli theo mo hinh mdi IIIlp://baomoi.com.
|3]. Dilu chinh quy hopch ting ihl phfit Inen ngiinh giao Ihdng v^n Ifii Dudng sfit Vi?I Nam din nam 2020 vii ilm nhln 2030, Http//vr,com,vn [4|. VMn Kch ho?! d^ng sfin xu^t kinh doanh Tong c6ng ly v^n l;ii dudng sat (phan van tfii) qua mpi so
IIOACH DINH VA LUA ( IIQN CAC PHUONG AN ...
(Tiip theo ii.mv, 132) III. k l I H \N
Lya chgn chien lugc kinh doanh dimg dan lii lien dc cho sy phat trien bfin vung ciia cac doanh nghipp BCVT ndi chung vfi cdng i\
cd phfin Buu chinh Viettel ndi rifing. Trong khudn khd bfii bao nay chung tdi da de cap tdi vipc hoach dinh \a lya chpn chien lugc kinh doanh ciia Cdng ty cd phfin buu chinh Viettel giai dopn 2011-2020.
T^i livu tham khau
[1]. Quylt djnh sl 973/QD-TTg cua Thii tudng chinh phu, ngay 25 thang 6 nSm 2010.
[!]. Bdo cao kiem tofin 2008, 2009. 2010 Cdng ty CO phan Buu chinh VieUei.
[2], Lupt Buu chinh sl 49/20I0/QH 12 ban hfinh ngfiy 28/06/2010.
[3]. Nien gifim thing ke 2008, 2009, 2010 Ting cyc thong ke Vipt Nam,
[4]. Quylt djnh sd_ 158/2001/QD-TTg phe duyfit Chien lupc phat iriSn Buu chinh - Vien thong din nam 2010 vfi dinh hudng din nSm 2020. ^ [5], PGS TS NGUT Bin Xudn Phong, TS Trdn Duj Thung (2002), Chiln lugc kmh doanh Buu q vien thong, NXB thong ke, Ha Npi.
[6]. Cao Dinh Ngdn - Lupn vSn Thac sj? Q7 ( 2012*
142 Tap chi KHOA HQC GIAO THONG VAN TAI So 38 - 06/20]