{"id":4422,"date":"2025-06-20T19:27:14","date_gmt":"2025-03-24T02:11:34","guid":{"rendered":"https:\/\/www.ckconitsha.com\/vn\/?p=4422"},"modified":"2025-06-23T00:05:27","modified_gmt":"2025-06-22T17:05:27","slug":"ma-tran-bcg-la-gi-phan-tich-ung-dung-va-cach-ve-bcg","status":"publish","type":"post","link":"https:\/\/www.ckconitsha.com\/vn\/ma-tran-bcg-la-gi-phan-tich-ung-dung-va-cach-ve-bcg\/","title":{"rendered":"Ma tr\u1eadn BCG l\u00e0 g\u00ec? Ph\u00e2n t\u00edch, \u1ee9ng d\u1ee5ng v\u00e0 c\u00e1ch v\u1ebd BCG"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.ckconitsha.com\/vn\/ma-tran-bcg-la-gi-phan-tich-ung-dung-va-cach-ve-bcg\/#Ma_tran_BCG_la_gi\" >Ma tr\u1eadn BCG l\u00e0 g\u00ec?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.ckconitsha.com\/vn\/ma-tran-bcg-la-gi-phan-tich-ung-dung-va-cach-ve-bcg\/#Vai_tro_cua_ma_tran_BCG\" >Vai tr\u00f2 c\u1ee7a ma tr\u1eadn BCG<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.ckconitsha.com\/vn\/ma-tran-bcg-la-gi-phan-tich-ung-dung-va-cach-ve-bcg\/#Cau_truc_cua_ma_tran_BCG\" >C\u1ea5u tr\u00fac c\u1ee7a ma tr\u1eadn BCG<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.ckconitsha.com\/vn\/ma-tran-bcg-la-gi-phan-tich-ung-dung-va-cach-ve-bcg\/#SBU_Stars_Ngoi_sao\" >SBU Stars (Ng\u00f4i sao)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.ckconitsha.com\/vn\/ma-tran-bcg-la-gi-phan-tich-ung-dung-va-cach-ve-bcg\/#SBU_Cash_Cows_Bo_sua\" >SBU Cash Cows (B\u00f2 s\u1eefa)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.ckconitsha.com\/vn\/ma-tran-bcg-la-gi-phan-tich-ung-dung-va-cach-ve-bcg\/#SBU_Dogs_Con_cho\" >SBU Dogs (Con ch\u00f3)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.ckconitsha.com\/vn\/ma-tran-bcg-la-gi-phan-tich-ung-dung-va-cach-ve-bcg\/#SBU_Question_Marks_Dau_hoi\" >SBU Question Marks (D\u1ea5u h\u1ecfi)<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.ckconitsha.com\/vn\/ma-tran-bcg-la-gi-phan-tich-ung-dung-va-cach-ve-bcg\/#Vi_du_ve_ma_tran_BCG_trong_thuc_te\" >V\u00ed d\u1ee5 v\u1ec1 ma tr\u1eadn BCG trong th\u1ef1c t\u1ebf<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.ckconitsha.com\/vn\/ma-tran-bcg-la-gi-phan-tich-ung-dung-va-cach-ve-bcg\/#Samsung\" >Samsung<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.ckconitsha.com\/vn\/ma-tran-bcg-la-gi-phan-tich-ung-dung-va-cach-ve-bcg\/#Coca_Cola\" >Coca Cola<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.ckconitsha.com\/vn\/ma-tran-bcg-la-gi-phan-tich-ung-dung-va-cach-ve-bcg\/#Vinamilk\" >Vinamilk<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.ckconitsha.com\/vn\/ma-tran-bcg-la-gi-phan-tich-ung-dung-va-cach-ve-bcg\/#Uu_nhuoc_diem_cua_ma_tran_BCG\" >\u01afu nh\u01b0\u1ee3c \u0111i\u1ec3m c\u1ee7a ma tr\u1eadn BCG<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.ckconitsha.com\/vn\/ma-tran-bcg-la-gi-phan-tich-ung-dung-va-cach-ve-bcg\/#Uu_diem_cua_ma_tran_BCG\" >\u01afu \u0111i\u1ec3m c\u1ee7a ma tr\u1eadn BCG<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.ckconitsha.com\/vn\/ma-tran-bcg-la-gi-phan-tich-ung-dung-va-cach-ve-bcg\/#Han_che_cua_ma_tran_BCG\" >H\u1ea1n ch\u1ebf c\u1ee7a ma tr\u1eadn BCG<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/www.ckconitsha.com\/vn\/ma-tran-bcg-la-gi-phan-tich-ung-dung-va-cach-ve-bcg\/#Cach_ve_ma_tran_BCG\" >C\u00e1ch v\u1ebd ma tr\u1eadn BCG<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/www.ckconitsha.com\/vn\/ma-tran-bcg-la-gi-phan-tich-ung-dung-va-cach-ve-bcg\/#Buoc_1_Lua_chon_don_vi\" >B\u01b0\u1edbc 1: L\u1ef1a ch\u1ecdn \u0111\u01a1n v\u1ecb<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/www.ckconitsha.com\/vn\/ma-tran-bcg-la-gi-phan-tich-ung-dung-va-cach-ve-bcg\/#Buoc_2_Xac_dinh_thi_truong_muc_tieu\" >B\u01b0\u1edbc 2: X\u00e1c \u0111\u1ecbnh th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/www.ckconitsha.com\/vn\/ma-tran-bcg-la-gi-phan-tich-ung-dung-va-cach-ve-bcg\/#Buoc_3_Tinh_thi_phan_tuong_doi\" >B\u01b0\u1edbc 3: T\u00ednh th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/www.ckconitsha.com\/vn\/ma-tran-bcg-la-gi-phan-tich-ung-dung-va-cach-ve-bcg\/#Buoc_4_Xac_dinh_toc_do_tang_truong_cua_thi_truong\" >B\u01b0\u1edbc 4: X\u00e1c \u0111\u1ecbnh t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng c\u1ee7a th\u1ecb tr\u01b0\u1eddng<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/www.ckconitsha.com\/vn\/ma-tran-bcg-la-gi-phan-tich-ung-dung-va-cach-ve-bcg\/#Buoc_5_Ve_cac_vong_tron_tren_ma_tran\" >B\u01b0\u1edbc 5: V\u1ebd c\u00e1c v\u00f2ng tr\u00f2n tr\u00ean ma tr\u1eadn<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/www.ckconitsha.com\/vn\/ma-tran-bcg-la-gi-phan-tich-ung-dung-va-cach-ve-bcg\/#Ung_dung_cua_ma_tran_BCG_trong_kinh_doanh\" >\u1ee8ng d\u1ee5ng c\u1ee7a ma tr\u1eadn BCG trong kinh doanh<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/www.ckconitsha.com\/vn\/ma-tran-bcg-la-gi-phan-tich-ung-dung-va-cach-ve-bcg\/#Phan_bo_nguon_luc_hop_ly\" >Ph\u00e2n b\u1ed5 ngu\u1ed3n l\u1ef1c h\u1ee3p l\u00fd<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/www.ckconitsha.com\/vn\/ma-tran-bcg-la-gi-phan-tich-ung-dung-va-cach-ve-bcg\/#Xac_dinh_chien_luoc_cho_tung_SBU\" >X\u00e1c \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c cho t\u1eebng SBU<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/www.ckconitsha.com\/vn\/ma-tran-bcg-la-gi-phan-tich-ung-dung-va-cach-ve-bcg\/#Theo_doi_va_danh_gia_hieu_qua_hoat_dong\" >Theo d\u00f5i v\u00e0 \u0111\u00e1nh gi\u00e1 hi\u1ec7u qu\u1ea3 ho\u1ea1t \u0111\u1ed9ng<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/www.ckconitsha.com\/vn\/ma-tran-bcg-la-gi-phan-tich-ung-dung-va-cach-ve-bcg\/#Luu_y_khi_phan_tich_ma_tran_BCG\" >L\u01b0u \u00fd khi ph\u00e2n t\u00edch ma tr\u1eadn BCG<\/a><\/li><\/ul><\/nav><\/div>\n<p style=\"text-align: justify\">T\u01b0\u01a1ng t\u1ef1 nh\u01b0 SWOT, ma tr\u1eadn BCG l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 h\u1eefu \u00edch \u0111\u01b0\u1ee3c c\u00e1c doanh nghi\u1ec7p d\u00f9ng \u0111\u1ec3 ph\u00e2n t\u00edch th\u1ecb ph\u1ea7n c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 hi\u1ec7n c\u00f3 tr\u00ean th\u1ecb tr\u01b0\u1eddng. Th\u00f4ng qua k\u1ebft qu\u1ea3 t\u1eeb GCG, c\u00e1c nh\u00e0 qu\u1ea3n tr\u1ecb c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n v\u00e0 \u0111\u1ea7u t\u01b0 ph\u00f9 h\u1ee3p c\u0169ng nh\u01b0 t\u1ed1i \u0111a l\u1ee3i \u00edch cho doanh nghi\u1ec7p.<\/p>\n<h2 id=\"ma-tran-bcg-la-gi\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Ma_tran_BCG_la_gi\"><\/span>Ma tr\u1eadn BCG l\u00e0 g\u00ec?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify\">Ma tr\u1eadn GCB (Boston Consulting Group Matrix) l\u00e0 c\u00f4ng c\u1ee5 d\u00f9ng \u0111\u1ec3 ph\u00e2n t\u00edch tri\u1ec3n v\u1ecdng c\u1ee7a s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 hi\u1ec7n c\u00f3 c\u1ee7a doanh nghi\u1ec7p d\u1ef1a tr\u00ean t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng v\u00e0 th\u1ecb ph\u1ea7n c\u1ee7a n\u00f3 tr\u00ean th\u1ecb tr\u01b0\u1eddng. Theo \u0111\u00f3, ch\u00fang s\u1ebd \u0111\u01b0\u1ee3c x\u1ebfp v\u00e0o c\u00e1c ph\u1ea7n t\u01b0\u01a1ng \u1ee9ng g\u1ed3m: Ng\u00f4i sao (Star), Con b\u00f2 (Cash Cows), Con ch\u00f3 (Dogs), D\u1ea5u h\u1ecfi (Question Marks). Nh\u1edd v\u1eady, doanh nghi\u1ec7p s\u1ebd \u0111\u00e1nh gi\u00e1 v\u00e0 \u0111\u1ec1 ra chi\u1ebfn l\u01b0\u1ee3c b\u00e1n, b\u00e1n \u0111\u1ea7u t\u01b0 hay r\u00fat lui kh\u1ecfi th\u1ecb tr\u01b0\u1eddng ph\u00f9 h\u1ee3p. M\u1ee5c ti\u00eau c\u1ee7a ma tr\u1eadn l\u00e0 gi\u00fap c\u00e1c c\u00f4ng ty \u0111\u1ea7u t\u01b0 m\u1ed9t c\u00e1ch kh\u00f4n ngoan v\u00e0 hi\u1ec7u qu\u1ea3 h\u01a1n v\u00e0o c\u00e1c h\u1ea1ng m\u1ee5c s\u1ea3n ph\u1ea9m tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n<p style=\"text-align: justify\">Ma tr\u1eadn n\u00e0y \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n v\u00e0o nh\u1eefng n\u0103m 70 b\u1edfi Bruce Henderson &#8211; m\u1ed9t doanh nh\u00e2n v\u00e0 chuy\u00ean gia qu\u1ea3n l\u00fd ng\u01b0\u1eddi M\u1ef9. Sau khi \u0111\u01b0\u1ee3c c\u00f4ng b\u1ed1, ma tr\u1eadn BCG \u0111\u00e3 nhanh ch\u00f3ng tr\u1edf n\u00ean ph\u1ed5 bi\u1ebfn v\u00e0 \u0111\u01b0\u1ee3c c\u00e1c nh\u00e0 qu\u1ea3n tr\u1ecb s\u1eed d\u1ee5ng trong vi\u1ec7c l\u1eadp chi\u1ebfn l\u01b0\u1ee3c kinh doanh, nghi\u00ean c\u1ee9u Marketing, qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u, s\u1ea3n ph\u1ea9m, ph\u00e2n t\u00edch danh m\u1ee5c \u0111\u1ea7u t\u01b0,&#8230;\u00a0<\/p>\n<p style=\"text-align: center\"><br \/>\n<em>BCG l\u00e0 ma tr\u1eadn gi\u00fap c\u00e1c doanh nghi\u1ec7p \u0111\u00e1nh gi\u00e1 v\u00e0 ra chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ea7u t\u01b0 ph\u00f9 h\u1ee3p<\/em><\/p>\n<h2 id=\"vai-tro-cua-ma-tran-bcg\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Vai_tro_cua_ma_tran_BCG\"><\/span>Vai tr\u00f2 c\u1ee7a ma tr\u1eadn BCG<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify\">Ma tr\u1eadn BCG \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng v\u00e0 ho\u1ea1t \u0111\u1ed9ng d\u1ef1a tr\u00ean nguy\u00ean l\u00fd t\u1eeb vi\u1ec7c d\u1eabn \u0111\u1ea7u th\u1ecb tr\u01b0\u1eddng \u0111\u1ebfn l\u1ee3i nhu\u1eadn b\u1ec1n v\u1eefng. Hai y\u1ebfu t\u1ed1 m\u00e0 doanh nghi\u1ec7p n\u00ean xem x\u00e9t tr\u01b0\u1edbc khi quy\u1ebft \u0111\u1ecbnh c\u00f3 n\u00ean \u0111\u1ea7u t\u01b0 hay kh\u00f4ng l\u00e0 th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i v\u00e0 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng. Theo \u0111\u00f3, vi\u1ec7c ph\u00e2n t\u00edch v\u00e0 \u1ee9ng d\u1ee5ng ma tr\u1eadn BCG c\u00f3 vai tr\u00f2 r\u1ea5t quan tr\u1ecdng v\u00e0 \u00fd ngh\u0129a \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p. C\u1ee5 th\u1ec3:<\/p>\n<ul>\n<li style=\"text-align: justify\">\n<p>\u0110\u1ecbnh v\u1ecb hi\u1ec7n tr\u1ea1ng c\u1ee7a s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5: Th\u00f4ng qua 04 nh\u00f3m Ng\u00f4i sao, B\u00f2 s\u1eefa, Ch\u00f3 v\u00e0 D\u1ea5u h\u1ecfi, doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111\u00e1nh gi\u00e1 ch\u00ednh x\u00e1c v\u1ecb th\u1ebf hi\u1ec7n t\u1ea1i c\u1ee7a s\u1ea3n ph\u1ea9m \u0111ang \u1edf \u0111\u00e2u v\u00e0 kh\u1ea3 n\u0103ng c\u1ea1nh tranh c\u1ee7a n\u00f3 so v\u1edbi \u0111\u1ed1i th\u1ee7. \u0110\u1ec3 t\u1eeb \u0111\u00f3 c\u00f3 chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n v\u00e0 ho\u1eb7c lo\u1ea1i b\u1ecf s\u1ea3n ph\u1ea9m ph\u00f9 h\u1ee3p.<\/p>\n<\/li>\n<li style=\"text-align: justify\">\n<p>Ph\u00e2n b\u1ed1 ngu\u1ed3n l\u1ef1c h\u1ee3p l\u00fd: D\u1ef1a tr\u00ean v\u1ecb th\u1ebf c\u1ee7a s\u1ea3n ph\u1ea9m trong ma tr\u1eadn BCG, doanh nghi\u1ec7p s\u1ebd c\u00f3 \u0111\u1ecbnh h\u01b0\u1edbng \u0111\u1ea7u t\u01b0 ngu\u1ed3n l\u1ef1c cho c\u00e1c s\u1ea3n ph\u1ea9m ti\u1ec1m n\u0103ng \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c l\u1ee3i nhu\u1eadn t\u1ed1t h\u01a1n. \u0110\u1ed3ng th\u1eddi, c\u1eaft gi\u1ea3m chi ph\u00ed \u0111\u1ea7u t\u01b0 ho\u1eb7c lo\u1ea1i b\u1ecf c\u00e1c s\u1ea3n ph\u1ea9m k\u00e9m ph\u00e1t tri\u1ec3n.\u00a0<\/p>\n<\/li>\n<li style=\"text-align: justify\">\n<p>Ra quy\u1ebft \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n: Th\u00f4ng qua 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 \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 ho\u1eb7c c\u1eaft gi\u1ea3m \u0111\u1ea7u t\u01b0 c\u00e1c s\u1ea3n ph\u1ea9m kh\u00f4ng ti\u1ec1m n\u0103ng.<\/p>\n<\/li>\n<\/ul>\n<p style=\"text-align: center\"><img decoding=\"async\" alt=\"vai tr\u00f2 c\u1ee7a ma tr\u1eadn bcg\" src=\"https:\/\/www.pace.edu.vn\/uploads\/news\/2024\/06\/2-vai-tro-bcg.jpg\" style=\"width: 1000px;height: 525px\"><br \/>\n<em>Ma tr\u1eadn BCG gi\u00fap doanh nghi\u1ec7p ph\u00e2n b\u1ed5 ngu\u1ed3n l\u1ef1c h\u1ee3p l\u00fd<\/em><\/p>\n<h2 id=\"cau-truc-cua-ma-tran-bcg\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Cau_truc_cua_ma_tran_BCG\"><\/span>C\u1ea5u tr\u00fac c\u1ee7a ma tr\u1eadn BCG<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify\">C\u1ea5u tr\u00fac c\u1ee7a ma tr\u1eadn BCG s\u1ebd g\u1ed3m 4 SBU \u0111\u01b0\u1ee3c v\u1ebd theo h\u00ecnh vu\u00f4ng v\u1edbi c\u00e1c t\u00ean g\u1ecdi th\u00e2n quen g\u1ed3m: Ng\u00f4i sao (Star), Con b\u00f2 (Cash Cown), Con ch\u00f3 (Dogs) v\u00e0 D\u1ea5u h\u1ecfi (Question Marks). Ngo\u00e0i ra, ma tr\u1eadn c\u00f2n g\u1ed3m 2 tr\u1ee5c ch\u00ednh: Tr\u1ee5c X \u0111\u1ea1i di\u1ec7n cho th\u1ecb ph\u1ea7n v\u00e0 tr\u1ee5c Y th\u1ec3 hi\u1ec7n cho t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng c\u1ee7a th\u1ecb ph\u1ea7n.\u00a0\u00a0<\/p>\n<h3 id=\"sbu-stars-ngoi-sao\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"SBU_Stars_Ngoi_sao\"><\/span>SBU Stars (Ng\u00f4i sao)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">Trong BCG, ng\u00f4i sao l\u00e0 ph\u1ea7n \u0111\u1ea1i di\u1ec7n cho nh\u00f3m s\u1ea3n ph\u1ea9m c\u00f3 th\u1ecb ph\u1ea7n l\u1edbn v\u00e0 c\u00f3 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng nhanh tr\u00ean th\u1ecb tr\u01b0\u1eddng. C\u00e1c s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 thu\u1ed9c SBU Ng\u00f4i sao th\u01b0\u1eddng l\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u1ed9c quy\u1ec1n, c\u00f3 ti\u1ec1m n\u0103ng ph\u00e1t tri\u1ec3n v\u00e0 c\u1ea1nh kh\u1ea3 n\u0103ng c\u1ea1nh tranh cao h\u01a1n so v\u1edbi \u0111\u1ed1i th\u1ee7. Tuy nhi\u00ean, \u0111\u1ec3 t\u1ea1o ra d\u00f2ng ti\u1ec1n l\u1edbn cho doanh nghi\u1ec7p, c\u00e1c \u201cng\u00f4i sao\u201d n\u00e0y s\u1ebd c\u1ea7n ph\u1ea3i \u0111\u01b0\u1ee3c c\u1ea3i ti\u1ebfn li\u00ean t\u1ee5c v\u00e0 \u0111\u1ea7u t\u01b0 \u0111\u1ec3 c\u00f3 th\u1ec3 duy tr\u00ec v\u1ecb tr\u00ed d\u1eabn \u0111\u1ea7u trong th\u1ecb ph\u1ea7n.\u00a0<\/p>\n<h3 id=\"sbu-cash-cows-bo-sua\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"SBU_Cash_Cows_Bo_sua\"><\/span>SBU Cash Cows (B\u00f2 s\u1eefa)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">Con b\u00f2 s\u1eefa th\u01b0\u1eddng l\u00e0 \u0111\u1ea1i di\u1ec7n cho 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 c\u00f3 t\u1ef7 su\u1ea5t l\u1ee3i nhu\u1eadn \u0111\u00e1ng k\u1ec3 trong m\u1ed9t th\u1ecb tr\u01b0\u1eddng \u1ed5n \u0111\u1ecbnh v\u00e0 mang l\u1ea1i t\u00e0i ch\u00ednh gi\u00fap nh\u00e0 \u0111\u1ea7u t\u01b0 \u201cnu\u00f4i d\u01b0\u1ee1ng\u201d c\u00e1c Ng\u00f4i sao ho\u1eb7c ph\u00e1t tri\u1ec3n th\u1ecb tr\u01b0\u1eddng cho s\u1ea3n ph\u1ea9m \u1edf D\u1ea5u h\u1ecfi.<\/p>\n<p style=\"text-align: justify\">Trong m\u1ed9t s\u1ed1 tr\u01b0\u1eddng h\u1ee3p c\u00e1c s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 Con b\u00f2 c\u00f3 chi\u1ec1u h\u01b0\u1edbng t\u0103ng tr\u01b0\u1edfng ch\u1eadm th\u00ec 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 ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng.<\/p>\n<h3 id=\"sbu-dogs-con-cho\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"SBU_Dogs_Con_cho\"><\/span>SBU Dogs (Con ch\u00f3)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">Nh\u1eefng s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 thu\u1ed9c SBU Con ch\u00f3 c\u00f3 th\u1ecb ph\u1ea7n v\u00e0 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng th\u1ecb tr\u01b0\u1eddng th\u1ea5p n\u00ean th\u01b0\u1eddng kh\u00f4ng c\u00f3 ti\u1ec1m n\u0103ng ph\u00e1t tri\u1ec3n v\u00e0 mang l\u1ea1i l\u1ee3i nhu\u1eadn th\u1ea5p cho doanh nghi\u1ec7p. Khi s\u1ea3n ph\u1ea9m r\u01a1i v\u00e0o \u00f4 n\u00e0y l\u00e0 t\u00edn hi\u1ec7u cho th\u1ea5y ch\u00fang d\u1ea7n suy tho\u00e1i v\u00e0 kh\u00f3 c\u00f3 kh\u1ea3 n\u0103ng ph\u1ee5c h\u1ed3i th\u1ecb ph\u1ea7n ho\u1eb7c n\u1ebfu c\u00f3 th\u00ec chi ph\u00ed s\u1ebd cao h\u01a1n h\u01a1n l\u1ee3i nhu\u1eadn. Do \u0111\u00f3, doanh nghi\u1ec7p c\u1ea7n xem x\u00e9t lo\u1ea1i b\u1ecf c\u00e1c SBU n\u00e0y \u0111\u1ec3 t\u1eadp trung ngu\u1ed3n l\u1ef1c cho s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 kh\u00e1c c\u00f3 ti\u1ec1m n\u0103ng h\u01a1n.\u00a0<\/p>\n<h3 id=\"sbu-question-marks-dau-hoi\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"SBU_Question_Marks_Dau_hoi\"><\/span>SBU Question Marks (D\u1ea5u h\u1ecfi)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">D\u1ea5u h\u1ecfi l\u00e0 nh\u00f3m c\u00f3 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng cao nh\u01b0ng l\u1ea1i chi\u1ebfm th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i th\u1ea5p, th\u01b0\u1eddng l\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi gia nh\u1eadp th\u1ecb tr\u01b0\u1eddng v\u00e0 \u0111ang \u0111\u01b0\u1ee3c ng\u01b0\u1eddi ti\u00eau d\u00f9ng bi\u1ebft \u0111\u1ebfn. Ch\u00fang c\u00f3 th\u1ec3 t\u0103ng tr\u01b0\u1edfng tr\u1edf th\u00e0nh Ng\u00f4i sao n\u1ebfu \u0111\u01b0\u1ee3c \u0111\u1ea7u t\u01b0 v\u1ed1n l\u1edbn. Ng\u01b0\u1ee3c l\u1ea1i n\u1ebfu kh\u00f4ng th\u00e0nh c\u00f4ng th\u00ec c\u00e1c s\u1ea3n ph\u1ea9m n\u00e0y s\u1ebd bi\u1ebfn th\u00e0nh Con ch\u00f3.\u00a0<\/p>\n<p style=\"text-align: justify\">Ch\u00ednh s\u1ef1 r\u1ee7i ro v\u00e0 kh\u00f3 nh\u1eadn di\u1ec7n \u0111\u01b0\u1ee3c n\u00ean c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 ch\u01b0a th\u1ec3 ngay l\u1eadp t\u1ee9c ra quy\u1ebft \u0111\u1ecbnh n\u00ean ph\u00e1t tri\u1ec3n ti\u1ebfp hay lo\u1ea1i b\u1ecf c\u00e1c SBU Con ch\u00f3 m\u00e0 ph\u1ea3i ch\u1edd \u0111\u1ebfn nh\u1eefng d\u1ea5u hi\u1ec7u c\u1ee5 th\u1ec3 v\u00e0 hi\u1ec7u qu\u1ea3 m\u00e0 n\u00f3 mang l\u1ea1i m\u00e0 ra quy\u1ebft \u0111\u1ecbnh ph\u00f9 h\u1ee3p.\u00a0<\/p>\n<p style=\"text-align: center\"><img decoding=\"async\" alt=\"c\u1ea5u tr\u00fac c\u1ee7a bcg\" src=\"https:\/\/www.pace.edu.vn\/uploads\/news\/2024\/06\/3-cac-sbu-bcg.jpg\" style=\"width: 1000px;height: 525px\"><br \/>\n<em>Ma tr\u1eadn BCG g\u1ed3m hai y\u1ebfu t\u1ed1 ch\u00ednh l\u00e0 th\u1ecb ph\u1ea7n t\u0103ng tr\u01b0\u1edfng v\u00e0 th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i<\/em><\/p>\n<h2 id=\"vi-du-ve-ma-tran-bcg-trong-thuc-te\"><span class=\"ez-toc-section\" id=\"Vi_du_ve_ma_tran_BCG_trong_thuc_te\"><\/span>V\u00ed d\u1ee5 v\u1ec1 ma tr\u1eadn BCG trong th\u1ef1c t\u1ebf<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify\">\u0110\u1ec3 h\u00ecnh dung r\u00f5 h\u01a1n v\u1ec1 ma tr\u1eadn BCG, d\u01b0\u1edbi \u0111\u00e2y l\u00e0 c\u00e1c \u1ee9ng d\u1ee5ng c\u1ee7a BCG trong th\u1ef1c t\u1ebf c\u1ee7a c\u00e1c \u00f4ng l\u1edbn tr\u00ean th\u1ecb tr\u01b0\u1eddng:<\/p>\n<h3 id=\"samsung\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Samsung\"><\/span>Samsung<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">Samsung l\u00e0 m\u1ed9t c\u00f4ng ty \u0111a qu\u1ed1c gia c\u1ee7a H\u00e0n Qu\u1ed1c c\u00f3 tr\u1ee5 s\u1edf ch\u00ednh \u0111\u01b0\u1ee3c \u0111\u1eb7t t\u1ea1i th\u00e0nh ph\u1ed1 Suwon, Gyeonggi-do, H\u00e0n Qu\u1ed1c. Kh\u1edfi \u0111\u1ea7u l\u00e0 c\u00f4ng ty bu\u00f4n b\u00e1n nh\u1ecf l\u1ebb, sau ba th\u1eadp k\u1ef7 kinh doanh, Samsung d\u1ea7n m\u1edf r\u1ed9ng ho\u1ea1t \u0111\u1ed9ng tr\u00ean quy m\u00f4 to\u00e0n c\u1ea7u v\u00e0 t\u1eadp trung \u0111\u1ea7u t\u01b0 nghi\u00ean c\u1ee9u ph\u00e1t tri\u1ec3n \u1edf nhi\u1ec1u l\u0129nh v\u1ef1c kh\u00e1c nh\u01b0 \u0111i\u1ec7n t\u1eed, ch\u1ee9ng kho\u00e1n, th\u1ef1c ph\u1ea9m, d\u1ec7t may,&#8230;<\/p>\n<p style=\"text-align: justify\">V\u1edbi ng\u00e0nh h\u00e0ng phong ph\u00fa, \u0111\u1eb7c bi\u1ec7t l\u00e0 c\u00e1c thi\u1ebft b\u1ecb \u0111i\u1ec7n t\u1eed nh\u01b0 m\u00e1y t\u00ednh b\u1ea3ng, \u0111i\u1ec7n tho\u1ea1i, \u0111\u1ed3ng h\u1ed3, Tivi,&#8230; ma tr\u1eadn BCG s\u1ebd l\u00e0 c\u00f4ng c\u1ee5 h\u1eefu \u00edch gi\u00fap ph\u00e2n t\u00edch v\u1ecb th\u1ebf c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 c\u00f3 nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m h\u1ee3p l\u00fd.<\/p>\n<ul>\n<li style=\"text-align: justify\">\n<p>Ng\u00f4i sao: \u0110i\u1ec7n tho\u1ea1i th\u00f4ng minh v\u1edbi c\u00e1c d\u00f2ng thi\u1ebft k\u1ebf \u0111\u1ed9c \u0111\u00e1o nh\u01b0 n\u1eafp g\u1eadp, m\u00e0n h\u00ecnh cong,&#8230; \u0111ang l\u00e0 s\u1ea3n ph\u1ea9m ng\u00f4i sao c\u1ee7a Samsung v\u00e0 l\u00e0 n\u01a1i n\u00ean \u0111\u1ea7u t\u01b0 \u0111\u1ec3 t\u0103ng tr\u01b0\u1edfng th\u00eam l\u1ee3i nhu\u1eadn.<\/p>\n<\/li>\n<li style=\"text-align: justify\">\n<p>B\u00f2 s\u1eefa: Samsung \u0111\u00e3 v\u00e0 \u0111ang kh\u1eb3ng \u0111\u1ecbnh \u0111\u01b0\u1ee3c v\u1ecb th\u1ebf c\u1ee7a m\u00ecnh v\u1edbi c\u00e1c thi\u1ebft b\u1ecb \u0111i\u1ec7n m\u00e1y gia d\u1ee5ng ch\u1ea5t l\u01b0\u1ee3ng cao nh\u01b0 m\u00e1y gi\u1eb7t \/ t\u1ee7 l\u1ea1nh \/ Tivi,&#8230; Tuy nhi\u00ean, do nhu c\u1ea7u ng\u01b0\u1eddi d\u00f9ng kh\u00f4ng c\u00f3 nhi\u1ec1u bi\u1ebfn \u0111\u1ed9ng n\u00ean th\u1ecb tr\u01b0\u1eddng \u0111i\u1ec7n m\u00e1y gia d\u1ee5ng \u0111ang d\u1ea7n b\u00e3o h\u00f2a.<\/p>\n<\/li>\n<li style=\"text-align: justify\">\n<p>D\u1ea5u ch\u1ea5m h\u1ecfi: \u0110\u1ed3ng h\u1ed3 th\u00f4ng minh hi\u1ec7n \u0111ang l\u00e0 d\u1ea5u ch\u1ea5m h\u1ecfi. Th\u1ecb ph\u1ea7n th\u1ea5p, nh\u01b0ng th\u1ecb tr\u01b0\u1eddng \u0111ang t\u0103ng tr\u01b0\u1edfng r\u1ea5t m\u1ea1nh. Theo k\u1ebft qu\u1ea3 nghi\u00ean c\u1ee9u c\u1ee7a Bankmycell v\u1ec1 th\u1ecb tr\u01b0\u1eddng \u0111\u1ed3ng h\u1ed3 th\u00f4ng minh to\u00e0n c\u1ea7u trong n\u0103m 2024, Apple th\u1ed1ng tr\u1ecb v\u1ecb tr\u00ed th\u1ee9 nh\u1ea5t v\u1edbi 22%, Fire-Bolt (10%) v\u00e0 Huawei (9%). Samsung r\u1edbt kh\u1ecfi Top d\u00f9 \u0111\u1ee9ng \u1edf v\u1ecb tr\u00ed th\u1ee9 2 k\u1ec3 t\u1eeb qu\u00fd 03\/2021.\u00a0<\/p>\n<\/li>\n<li style=\"text-align: justify\">\n<p>Con ch\u00f3: \u0110\u1ed1i v\u1edbi m\u00e1y in, th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i v\u00e0 m\u1ee9c t\u0103ng tr\u01b0\u1edfng th\u1ecb tr\u01b0\u1eddng th\u1ea5p. M\u00e1y in kh\u00f4ng \u0111\u01b0\u1ee3c doanh nghi\u1ec7p d\u1ef1 \u0111o\u00e1n s\u1ebd c\u00f3 ti\u1ec1m n\u0103ng tr\u1edf n\u00ean quan tr\u1ecdng h\u01a1n trong t\u01b0\u01a1ng lai. \u0110\u00f3 l\u00e0 l\u00fd do t\u1ea1i sao Samsung \u0111\u00e3 th\u1ef1c hi\u1ec7n th\u00e0nh c\u00f4ng vi\u1ec7c th\u1ef1c hi\u1ec7n chi\u1ebfn l\u01b0\u1ee3c tho\u00e1i v\u1ed1n th\u00f4ng qua vi\u1ec7c b\u00e1n th\u1ecb ph\u1ea7n m\u00e1y in cho t\u1eadp \u0111o\u00e0n HP.<\/p>\n<\/li>\n<\/ul>\n<h3 id=\"coca-cola\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Coca_Cola\"><\/span>Coca Cola<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">V\u1edbi h\u01a1n 200 s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c b\u00e1n \u1edf h\u01a1n 200 qu\u1ed1c gia v\u00e0 v\u00f9ng l\u00e3nh th\u1ed5, Coca-Cola \u0111\u00e3 v\u00e0 \u0111ang tr\u1edf th\u00e0nh bi\u1ec3u t\u01b0\u1ee3ng c\u1ee7a m\u1ed9t c\u00f4ng ty n\u01b0\u1edbc gi\u1ea3i kh\u00e1t to\u00e0n di\u1ec7n tr\u00ean to\u00e0n th\u1ebf gi\u1edbi. C\u00e1c s\u1ea3n ph\u1ea9m c\u1ee7a Coca-cola xu\u1ea5t hi\u1ec7n \u1edf m\u1ecdi n\u01a1i trong cu\u1ed9c s\u1ed1ng t\u1eeb nh\u1eefng d\u1ecbp l\u1ec5 t\u1ebft, s\u1ef1 ki\u1ec7n \u0111\u1eb7c bi\u1ec7t \u0111\u1ebfn c\u00e1c th\u00f3i quen s\u1eed d\u1ee5ng h\u00e0ng ng\u00e0y.<\/p>\n<p style=\"text-align: justify\">Ma tr\u1eadn BCG hi\u1ec7n nay c\u1ee7a Coca-cola, theo ph\u00e2n t\u00edch c\u1ee7a Boardmix nh\u01b0 sau:<\/p>\n<ul>\n<li style=\"text-align: justify\">\n<p>Ng\u00f4i sao: Nhi\u1ec1u ng\u01b0\u1eddi th\u01b0\u1eddng ngh\u0129 Coca-cola s\u1ebd l\u00e0 th\u1ee9c u\u1ed1ng b\u00e1n ch\u1ea1y nh\u1ea5t nh\u01b0ng Kinley v\u00e0 Dasani l\u1ea1i l\u00e0 02 d\u00f2ng n\u1eb1m trong Top nh\u1eefng s\u1ea3n ph\u1ea9m h\u00e0ng \u0111\u1ea7u c\u1ee7a h\u00e3ng t\u1ea1i th\u1ecb tr\u01b0\u1eddng M\u1ef9 v\u00e0 Ch\u00e2u \u00c2u.\u00a0\u00a0<\/p>\n<\/li>\n<li style=\"text-align: justify\">\n<p>D\u1ea5u h\u1ecfi: N\u01b0\u1edbc ng\u1ecdt c\u00f3 ga kh\u00f4ng \u0111\u01b0\u1eddng, n\u01b0\u1edbc cam \u00e9p Teppy v\u00e0 n\u01b0\u1edbc kho\u00e1ng c\u00f3 gas \u0111\u1ec1u l\u00e0 nh\u1eefng s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c h\u00e3ng tung ra th\u1ecb tr\u01b0\u1eddng nh\u1eb1m ph\u1ee5c v\u1ee5 nhu c\u1ea7u h\u00e0ng ng\u00e0y c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Tuy nhi\u00ean, v\u1edbi \u00fd th\u1ee9c v\u1ec1 m\u1ed9t l\u1ed1i s\u1ed1ng l\u00e0nh m\u1ea1nh v\u00e0 h\u1ea1n ch\u1ebf c\u1ee7a vi\u1ec7c qu\u1ea3ng c\u00e1o \u0111\u1ed3 u\u1ed1ng c\u00f3 gas t\u1ea1i \u0110i\u1ec1u 02 Ch\u1ec9 th\u1ecb s\u1ed1 46\/CT-TTs c\u0169ng \u0111ang d\u1ea7n k\u00ecm h\u00e3m l\u1ea1i s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a d\u00f2ng s\u1ea3n ph\u1ea9m n\u00e0y.<\/p>\n<\/li>\n<li style=\"text-align: justify\">\n<p>Con b\u00f2: S\u1ea3n ph\u1ea9m n\u01b0\u1edbc ng\u1ecdt c\u00f3 gas nguy\u00ean b\u1ea3n c\u1ee7a Coca-Cola ch\u00ednh l\u00e0 s\u1ea3n ph\u1ea9m ch\u1ee7 l\u1ef1c v\u00e0 mang l\u1ea1i ngu\u1ed3n danh thu \u0111\u00e1ng k\u1ec3 cho c\u00f4ng ty, v\u1edbi t\u1ed5ng gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 98 t\u1ef7 \u0111\u00f4 la M\u1ef9 t\u00ednh \u0111\u1ebfn n\u0103m 2023.<\/p>\n<\/li>\n<li style=\"text-align: justify\">\n<p>Con ch\u00f3: V\u1edbi xu h\u01b0\u1edbng l\u1ef1a ch\u1ecdn l\u1ed1i s\u1ed1ng l\u1ea1nh m\u1ea1nh \u1edf kh\u1eafp m\u1ecdi n\u01a1i, danh m\u1ee5c n\u01b0\u1edbc ng\u1ecdt c\u00f3 gas \u0111\u01b0\u1ee3c d\u1ef1 ki\u1ebfn l\u00e0 s\u1ebd gi\u1ea3m. D\u00f9 c\u00f3 th\u1ec3 v\u1eabn c\u00f2n ng\u01b0\u1eddi ti\u00eau d\u00f9ng Coke nh\u01b0ng trong t\u01b0\u01a1ng lai s\u1ebd kh\u00f4ng nhi\u1ec1u nh\u01b0 nh\u1eefng th\u1eadp k\u1ef7 tr\u01b0\u1edbc.<\/p>\n<\/li>\n<\/ul>\n<h3 id=\"vinamilk\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Vinamilk\"><\/span>Vinamilk<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">Vinamilk l\u00e0 th\u01b0\u01a1ng hi\u1ec7u s\u1eefa thu\u1ed9c C\u00f4ng ty C\u1ed5 ph\u1ea7n s\u1eefa Vi\u1ec7t Nam, c\u00f3 h\u01a1n 45 n\u0103m ph\u00e1t tri\u1ec3n v\u00e0 thu\u1ed9c Top 40 c\u00f4ng ty s\u1eefa l\u1edbn nh\u1ea5t th\u1ebf gi\u1edbi v\u1ec1 doanh thu. C\u00e1c s\u1ea3n ph\u1ea9m c\u1ee7a Vinamilk ng\u00e0y c\u00e0ng \u0111\u01b0\u1ee3c th\u1ebf gi\u1edbi bi\u1ebft \u0111\u1ebfn th\u00f4ng qua nh\u1eefng gi\u1ea3i th\u01b0\u1edfng v\u00e0 \u0111\u00e1nh gi\u00e1 uy t\u00edn to\u00e0n c\u1ea7u. V\u1edbi chi\u1ebfn l\u01b0\u1ee3c kinh doanh th\u00f4ng minh, Vinamilk \u0111ang t\u1eebng b\u01b0\u1edbc kh\u1eb3ng \u0111\u1ecbnh v\u1ecb th\u1ebf c\u1ee7a m\u00ecnh tr\u00ean th\u1ecb tr\u01b0\u1eddng s\u1eefa to\u00e0n c\u1ea7u.<\/p>\n<ul>\n<li style=\"text-align: justify\">\n<p>Ng\u00f4i sao: S\u1eefa t\u01b0\u01a1i, s\u1eefa chua \u0103n v\u00e0 s\u1eefa chua u\u1ed1ng \u0111\u1ec1u l\u00e0 nh\u1eefng danh m\u1ee5c c\u1ee7a Vinamilk c\u00f3 th\u1ecb ph\u1ea7n l\u1edbn v\u00e0 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng l\u1edbn trong th\u1ecb tr\u01b0\u1eddng s\u1eefa t\u1ea1i Vi\u1ec7t Nam. Theo ghi nh\u1eadn t\u1eeb Cafebiz, sau cu\u1ed9c t\u00e1i \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u g\u1ea7n cu\u1ed1i 2023, th\u1ecb ph\u1ea7n s\u1eefa t\u01b0\u01a1i c\u1ee7a Vinamilk \u0111\u00e3 t\u0103ng th\u00eam 2 \u0111i\u1ec3m % so v\u1edbi \u0111\u1ea7u n\u0103m 2023 m\u1ed9t c\u00e1ch \u0111\u00e1ng k\u1ec3.\u00a0<\/p>\n<\/li>\n<li style=\"text-align: justify\">\n<p>D\u1ea5u ch\u1ea5m h\u1ecfi: Trong SBU n\u00e0y, s\u1eefa b\u1ed9t cho tr\u1ebb em c\u1ee7a Vinamilk v\u1eabn duy tr\u00ec th\u1ecb ph\u1ea7n l\u1edbn v\u00e0 thu v\u1ec1 ngu\u1ed3n thu nh\u1eadp \u1ed5n \u0111\u1ecbnh. Tuy nhi\u00ean, v\u1edbi xu h\u01b0\u1edbng chu\u1ed9ng s\u1eefa ngo\u1ea1i \u0111\u00e3 khi\u1ebfn vi\u1ec7c t\u0103ng tr\u01b0\u1edfng c\u1ee7a danh m\u1ee5c n\u00e0y g\u1eb7p nhi\u1ec1u th\u1eed th\u00e1ch. C\u00f9ng v\u1edbi \u0111\u00f3 l\u00e0 d\u00f2ng s\u1ea3n ph\u1ea9m Vinamilk t\u1ed5 y\u1ebfn. Do chi ph\u00ed \u0111\u1ea7u t\u01b0 cao v\u00e0 t\u1ec7p kh\u00e1ch h\u00e0ng l\u00e0 ng\u01b0\u1eddi c\u00f3 \u0111i\u1ec1u ki\u1ec7n n\u00ean t\u1ed1c \u0111\u1ed9 b\u00e1n h\u00e0ng ch\u1eadm v\u00e0 kh\u00f3 c\u00f3 th\u1ec3 \u0111\u00e1nh gi\u00e1 \u0111\u01b0\u1ee3c s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a n\u00f3 trong t\u01b0\u01a1ng lai.<\/p>\n<\/li>\n<li style=\"text-align: justify\">\n<p>Con b\u00f2: V\u1edbi hai th\u01b0\u01a1ng hi\u1ec7u ch\u1ee7 l\u1ef1c l\u00e0 \u00d4ng Th\u1ecd v\u00e0 Ng\u00f4i Sao Ph\u01b0\u01a1ng Nam, d\u00f2ng s\u1ea3n ph\u1ea9m s\u1eefa \u0111\u1eb7c c\u00f3 \u0111\u01b0\u1eddng c\u1ee7a Vinamilk lu\u00f4n \u0111\u01b0\u1ee3c c\u00e1c gia \u0111\u00ecnh Vi\u1ec7t Nam \u01b0u \u00e1i l\u1ef1a ch\u1ecdn. Trong b\u00e1o c\u00e1o D\u1ea5u \u1ea5n Th\u01b0\u01a1ng hi\u1ec7u Vi\u1ec7t Nam 2023 b\u1edfi Kantar Worldpanel Vi\u1ec7t Nam, Vinamilk v\u1eabn duy tr\u00ec \u0111\u01b0\u1ee3c phong \u0111\u1ed9 c\u1ee7a m\u00ecnh tr\u00ean b\u1ea3ng x\u1ebfp h\u1ea1ng trong nhi\u1ec1u n\u0103m li\u00ean ti\u1ebfp.\u00a0<\/p>\n<\/li>\n<li style=\"text-align: justify\">\n<p>Con ch\u00f3: Cafe Moment v\u00e0 Nh\u00f3c Kem \u0111\u01b0\u1ee3c xem l\u00e0 hai th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a nh\u00e0 Vinamilk kh\u00f4ng thu v\u1ec1 doanh s\u1ed1 l\u1eabn th\u1ecb ph\u1ea7n cho h\u00e3ng.<\/p>\n<\/li>\n<\/ul>\n<p style=\"text-align: center\"><img decoding=\"async\" alt=\"v\u00ed d\u1ee5 v\u1ec1 ma tr\u1eadn bcg\" src=\"https:\/\/www.pace.edu.vn\/uploads\/news\/2024\/06\/vi-du-ma-tran-bcg.jpg\" style=\"width: 1000px;height: 525px\"><br \/>\n<em>C\u00e1c v\u00ed d\u1ee5 minh h\u1ecda v\u1ec1 ma tr\u1eadn BCG c\u1ee7a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u l\u1edbn hi\u1ec7n nay<\/em><\/p>\n<h2 id=\"uu-nhuoc-diem-cua-ma-tran-bcg\"><span class=\"ez-toc-section\" id=\"Uu_nhuoc_diem_cua_ma_tran_BCG\"><\/span>\u01afu nh\u01b0\u1ee3c \u0111i\u1ec3m c\u1ee7a ma tr\u1eadn BCG<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 id=\"uu-diem-cua-ma-tran-bcg\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Uu_diem_cua_ma_tran_BCG\"><\/span>\u01afu \u0111i\u1ec3m c\u1ee7a ma tr\u1eadn BCG<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li style=\"text-align: justify\">\n<p>\u0110\u01a1n gi\u1ea3n, d\u1ec5 hi\u1ec3u v\u00e0 d\u1ec5 \u00e1p d\u1ee5ng: Ch\u1ec9 v\u1edbi hai y\u1ebfu t\u1ed1 ch\u00ednh l\u00e0 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng v\u00e0 th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i c\u1ee7a th\u1ecb ph\u1ea7n, c\u00e1c doanh nghi\u1ec7p c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng \u0111\u00e1nh gi\u00e1 v\u1ecb th\u1ebf c\u1ea1nh tranh cho s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 c\u1ee7a m\u00ecnh. Ma tr\u1eadn BCG c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng cho c\u1ea3 doanh nghi\u1ec7p l\u1edbn v\u00e0 nh\u1ecf.\u00a0<\/p>\n<\/li>\n<li style=\"text-align: justify\">\n<p>Mang \u0111\u1ebfn m\u1ed9t b\u1ee9c tranh t\u1ed5ng th\u1ec3: V\u1edbi 4 ph\u00e2n v\u00f9ng r\u00f5 r\u00e0ng, ma tr\u1eadn BCG gi\u00fap c\u00e1c doanh nghi\u1ec7p \u0111\u00e1nh gi\u00e1 m\u1ed9t c\u00e1ch tr\u1ef1c quan v\u00e0 khoanh v\u00f9ng ch\u00ednh x\u00e1c \u0111\u01b0\u1ee3c nh\u1eefng v\u1ea5n \u0111\u1ec1 \u0111ang g\u1eb7p ph\u1ea3i.\u00a0<\/p>\n<\/li>\n<li style=\"text-align: justify\">\n<p>Ra chi\u1ebfn l\u01b0\u1ee3c hi\u1ec7u qu\u1ea3: T\u00f9y v\u00e0o ti\u1ec1m l\u1ef1c t\u00e0i ch\u00ednh v\u00e0 m\u1ee9c \u0111\u1ed9 r\u1ee7i ro, c\u00e1c nh\u00e0 qu\u1ea3n l\u00fd s\u1ebd c\u00f3 nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n cho nh\u1eefng s\u1ea3n ph\u1ea9m \u1edf Ng\u00f4i sao ho\u1eb7c lo\u1ea1i b\u1ecf nh\u1eefng SBU kh\u00f4ng ti\u1ec1m n\u0103ng \u1edf Con ch\u00f3.<\/p>\n<\/li>\n<\/ul>\n<h3 id=\"han-che-cua-ma-tran-bcg\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Han_che_cua_ma_tran_BCG\"><\/span>H\u1ea1n ch\u1ebf c\u1ee7a ma tr\u1eadn BCG<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li style=\"text-align: justify\">\n<p>B\u1ecf qua c\u00e1c y\u1ebfu t\u1ed1 quan tr\u1ecdng kh\u00e1c: S\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a m\u1ed9t doanh nghi\u1ec7p kh\u00f4ng ch\u1ec9 \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 th\u00f4ng qua th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i v\u00e0 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng c\u1ee7a ng\u00e0nh, m\u00e0 n\u00f3 c\u00f2n b\u1ecb chi ph\u1ed1i b\u1edfi kh\u1ea3 n\u0103ng qu\u1ea3n l\u00fd c\u1ee7a l\u00e3nh \u0111\u1ea1o, chi\u1ebfn l\u01b0\u1ee3c gi\u00e1, ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m,&#8230;<\/p>\n<\/li>\n<li style=\"text-align: justify\">\n<p>Kh\u00f4ng ph\u00f9 h\u1ee3p cho m\u00f4 h\u00ecnh kinh doanh ph\u1ee9c t\u1ea1p: Do ch\u1ec9 c\u00f3 b\u1ed1n g\u00f3c ph\u1ea7n t\u01b0 n\u00ean c\u00e1c doanh nghi\u1ec7p c\u00f3 m\u00f4 h\u00ecnh kinh doanh ph\u1ee9c t\u1ea1p kh\u00f3 c\u00f3 th\u1ec3 \u0111\u00e1nh gi\u00e1 ch\u00ednh x\u00e1c v\u00e0 ph\u00e2n lo\u1ea1i c\u00e1c s\u1ea3n ph\u1ea9m khi ch\u00fang n\u1eb1m gi\u1eefa c\u00e1c danh m\u1ee5c n\u00e0y. Thay v\u00e0o \u0111\u00f3, c\u00e1c nh\u00e0 qu\u1ea3n tr\u1ecb c\u00f3 th\u1ec3 d\u00f9ng c\u00e1c m\u00f4 h\u00ecnh kh\u00e1c nh\u01b0: SWOT, SPACE, PESTEL, IE,&#8230;<\/p>\n<\/li>\n<\/ul>\n<p style=\"text-align: center\"><img decoding=\"async\" alt=\"\u01b0u nh\u01b0\u1ee3c \u0111i\u1ec3m ma tr\u1eadn bcg\" src=\"https:\/\/www.pace.edu.vn\/uploads\/news\/2024\/06\/7-uu-nhuoc-diem-bcg.jpg\" style=\"width: 1000px;height: 525px\"><br \/>\n<em>Vi\u1ec7c ch\u1ec9 ch\u00fa tr\u1ecdng v\u00e0 BCG c\u00f3 th\u1ec3 l\u00e0m doanh nghi\u1ec7p b\u1ecf qua c\u00e1c y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng kh\u00e1c<\/em><\/p>\n<h2 id=\"cach-ve-ma-tran-bcg\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Cach_ve_ma_tran_BCG\"><\/span>C\u00e1ch v\u1ebd ma tr\u1eadn BCG<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify\">\u0110\u1ec3 \u1ee9ng d\u1ee5ng ma tr\u1eadn BCG, c\u00e1c doanh nghi\u1ec7p c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n theo c\u00e1c b\u01b0\u1edbc sau:<\/p>\n<h3 id=\"buoc-1-lua-chon-don-vi\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Buoc_1_Lua_chon_don_vi\"><\/span>B\u01b0\u1edbc 1: L\u1ef1a ch\u1ecdn \u0111\u01a1n v\u1ecb<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">Trong ma tr\u1eadn BCG, \u0111\u01a1n v\u1ecb kinh doanh chi\u1ebfn l\u01b0\u1ee3c (SBU &#8211; Strategic Business Unit) \u0111\u01b0\u1ee3c hi\u1ec3u l\u00e0 c\u00f4ng ty, th\u01b0\u01a1ng hi\u1ec7u, s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 n\u00e0o \u0111\u00f3. Doanh nghi\u1ec7p c\u1ea7n l\u1ef1a ch\u1ecdn \u0111\u00fang \u0111\u01a1n v\u1ecb \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c k\u1ebft qu\u1ea3 ph\u00e2n t\u00edch ch\u00ednh x\u00e1c.<\/p>\n<h3 id=\"buoc-2-xac-dinh-thi-truong-muc-tieu\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Buoc_2_Xac_dinh_thi_truong_muc_tieu\"><\/span>B\u01b0\u1edbc 2: X\u00e1c \u0111\u1ecbnh th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">Vi\u1ec7c x\u00e1c \u0111\u1ecbnh th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau ch\u00ednh x\u00e1c l\u00e0 b\u01b0\u1edbc v\u00f4 c\u00f9ng quan tr\u1ecdng trong vi\u1ec7c s\u1eed d\u1ee5ng hi\u1ec7u qu\u1ea3 ma tr\u1eadn BCG. B\u1edfi khi l\u1ef1a ch\u1ecdn sai th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau, k\u1ebft qu\u1ea3 ph\u00e2n t\u00edch s\u1ebd b\u1ecb sai l\u1ec7ch v\u00e0 d\u1eabn \u0111\u1ebfn nh\u1eefng ho\u1ea1ch \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c kh\u00f4ng ph\u00f9 h\u1ee3p cho doanh nghi\u1ec7p.<\/p>\n<h3 id=\"buoc-3-tinh-thi-phan-tuong-doi\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Buoc_3_Tinh_thi_phan_tuong_doi\"><\/span>B\u01b0\u1edbc 3: T\u00ednh th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">Th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i l\u00e0 ph\u1ea7n tr\u0103m ti\u00eau th\u1ee5 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 m\u00e0 c\u00f4ng ty \u0111ang chi\u1ebfm l\u0129nh tr\u00ean th\u1ecb tr\u01b0\u1eddng. Doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u00ednh ch\u1ec9 s\u1ed1 n\u00e0y theo c\u00f4ng th\u1ee9c:<\/p>\n<table align=\"center\" cellpadding=\"5\" cellspacing=\"1\" style=\"width:100%\">\n<tr>\n<td style=\"border-color:#000000;border-style:solid;border-width:1px;vertical-align:middle\">\n<p style=\"text-align: center\"><em>Th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i \u0111\u01b0\u1ee3c t\u00ednh = T\u1ed5ng doanh s\u1ed1 b\u00e1n h\u00e0ng ho\u1eb7c doanh thu c\u1ee7a c\u00f4ng ty \/ T\u1ed5ng doanh s\u1ed1 c\u1ee7a \u0111\u1ed1i th\u1ee7 \u0111ang d\u1eabn \u0111\u1ea7u th\u1ecb tr\u01b0\u1eddng.<\/em><\/p>\n<\/td>\n<\/tr>\n<\/table>\n<h3 id=\"buoc-4-xac-dinh-toc-do-tang-truong-cua-thi-truong\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Buoc_4_Xac_dinh_toc_do_tang_truong_cua_thi_truong\"><\/span>B\u01b0\u1edbc 4: X\u00e1c \u0111\u1ecbnh t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng c\u1ee7a th\u1ecb tr\u01b0\u1eddng<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">Doanh nghi\u1ec7p c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng c\u1ee7a m\u1ed9t ng\u00e0nh b\u1eb1ng c\u00e1ch s\u1eed d\u1ee5ng ngu\u1ed3n t\u00e0i nguy\u00ean tr\u1ef1c tuy\u1ebfn b\u1eb1ng c\u00e1ch ph\u00e2n t\u00edch t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng doanh thu trung b\u00ecnh c\u1ee7a c\u00e1c c\u00f4ng ty h\u00e0ng \u0111\u1ea7u.\u00a0<\/p>\n<p style=\"text-align: justify\">T\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng c\u1ee7a th\u1ecb tr\u01b0\u1eddng th\u01b0\u1eddng \u0111\u01b0\u1ee3c t\u00ednh theo c\u00f4ng th\u1ee9c:<\/p>\n<table align=\"center\" cellpadding=\"5\" cellspacing=\"1\" style=\"width:100%\">\n<tr>\n<td style=\"border-color:#000000;border-style:solid;border-width:1px;vertical-align:middle\">\n<p style=\"text-align: center\"><em>(Doanh s\u1ed1 s\u1ea3n ph\u1ea9m n\u0103m nay \u2013 Doanh s\u1ed1 s\u1ea3n ph\u1ea9m n\u0103m ngo\u00e1i) \/ Doanh s\u1ed1 b\u00e1n s\u1ea3n ph\u1ea9m n\u0103m ngo\u00e1i<\/em><\/p>\n<\/td>\n<\/tr>\n<\/table>\n<h3 id=\"buoc-5-ve-cac-vong-tron-tren-ma-tran\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Buoc_5_Ve_cac_vong_tron_tren_ma_tran\"><\/span>B\u01b0\u1edbc 5: V\u1ebd c\u00e1c v\u00f2ng tr\u00f2n tr\u00ean ma tr\u1eadn<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">Sau khi \u0111\u00e3 chu\u1ea9n b\u1ecb \u0111\u1ea7y \u0111\u1ee7 c\u00e1c s\u1ed1 li\u1ec7u v\u1ec1 th\u1ecb ph\u1ea7n v\u00e0 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng c\u1ee7a t\u1eebng s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh, ti\u1ebfn h\u00e0nh v\u1ebd s\u1ea3n ph\u1ea9m d\u1ef1a tr\u00ean s\u1ed1 li\u1ec7u ma tr\u1eadn BCG. Trong \u0111\u00f3, m\u1ed7i v\u00f2ng tr\u00f2n t\u01b0\u1ee3ng tr\u01b0ng cho t\u1eebng \u0111\u01a1n v\u1ecb \/ s\u1ea3n ph\u1ea9m \/ th\u01b0\u01a1ng hi\u1ec7u, k\u00edch th\u01b0\u1edbc s\u1ebd t\u01b0\u01a1ng \u1ee9ng v\u1edbi t\u1ef7 l\u1ec7 doanh thu.\u00a0\u00a0<\/p>\n<p style=\"text-align: center\"><img decoding=\"async\" alt=\"c\u00e1ch v\u1ebd BCG\" src=\"https:\/\/www.pace.edu.vn\/uploads\/news\/2024\/06\/8-cach-ve-bcg.jpg\" style=\"width: 1000px;height: 525px\"><br \/>\n<em>V\u1ebd c\u00e1c v\u00f2ng tr\u00f2n c\u00f3 k\u00edch th\u01b0\u1edbc ph\u00f9 h\u1ee3p v\u1edbi th\u1ecb ph\u1ea7n \u0111ang t\u0103ng tr\u01b0\u1edfng<\/em><\/p>\n<h2 id=\"ung-dung-cua-ma-tran-bcg-trong-kinh-doanh\"><span class=\"ez-toc-section\" id=\"Ung_dung_cua_ma_tran_BCG_trong_kinh_doanh\"><\/span>\u1ee8ng d\u1ee5ng c\u1ee7a ma tr\u1eadn BCG trong kinh doanh<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify\">V\u1edbi ma tr\u1eadn BCG, c\u00e1c doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u1ee9ng d\u1ee5ng trong vi\u1ec7c l\u1eadp c\u00e1c chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a c\u1ee7a m\u00ecnh nh\u01b0 sau:<\/p>\n<h3 id=\"phan-bo-nguon-luc-hop-ly\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Phan_bo_nguon_luc_hop_ly\"><\/span>Ph\u00e2n b\u1ed5 ngu\u1ed3n l\u1ef1c h\u1ee3p l\u00fd<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">T\u1eeb nh\u1eefng nh\u00ecn nh\u1eadn n\u1ed9i t\u1ea1i \u0111\u1ebfn c\u00e1c y\u1ebfu t\u1ed1 kh\u00e1ch quan \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 \u0111\u00fang \u0111\u1eafn, ma tr\u1eadn BCG gi\u00fap doanh nghi\u1ec7p nh\u1eadn bi\u1ebft r\u00f5 kh\u1ea3 n\u0103ng c\u1ee7a m\u00ecnh v\u00e0 t\u1eeb \u0111\u00f3 c\u00f3 nh\u1eefng ch\u00ednh s\u00e1ch ph\u00e2n b\u1ed5 ph\u00f9 h\u1ee3p v\u00e0 h\u1ea1n ch\u1ebf d\u01b0 th\u1eeba ngu\u1ed3n l\u1ef1c.<\/p>\n<h3 id=\"xac-dinh-chien-luoc-cho-tung-sbu\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Xac_dinh_chien_luoc_cho_tung_SBU\"><\/span>X\u00e1c \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c cho t\u1eebng SBU<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">Th\u00f4ng qua BCG, c\u00e1c doanh nghi\u1ec7p c\u00f3 th\u1ec3 nh\u1eadn bi\u1ebft \u0111\u00e2u l\u00e0 SBU c\u00f3 ti\u1ec1m n\u0103ng \u0111\u1ec3 t\u1eeb \u0111\u00f3 \u0111\u01b0a ra c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n ph\u00f9 h\u1ee3p. \u0110\u1ed3ng th\u1eddi, t\u1ed1i \u01b0u h\u00f3a hi\u1ec7u qu\u1ea3 ho\u1ea1t \u0111\u1ed9ng v\u00e0 gia t\u0103ng l\u1ee3i nhu\u1eadn cho doanh nghi\u1ec7p.<\/p>\n<h3 id=\"theo-doi-va-danh-gia-hieu-qua-hoat-dong\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Theo_doi_va_danh_gia_hieu_qua_hoat_dong\"><\/span>Theo d\u00f5i v\u00e0 \u0111\u00e1nh gi\u00e1 hi\u1ec7u qu\u1ea3 ho\u1ea1t \u0111\u1ed9ng<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">V\u1edbi ma tr\u1eadn BCG, c\u00e1c doanh nghi\u1ec7p c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng \u0111\u1ec3 th\u01b0\u1eddng xuy\u00ean theo d\u00f5i c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c kinh doanh c\u1ee7a doanh nghi\u1ec7p. D\u1ef1a tr\u00ean ph\u00e2n lo\u1ea1i c\u1ee7a m\u00f4 h\u00ecnh BCG, doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111\u00e1nh gi\u00e1 hi\u1ec7u qu\u1ea3 c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c kinh doanh \u0111\u00e3 tri\u1ec3n khai.<\/p>\n<p style=\"text-align: center\"><img decoding=\"async\" alt=\"\u1ee9ng d\u1ee5ng c\u1ee7a bcg\" src=\"https:\/\/www.pace.edu.vn\/uploads\/news\/2024\/06\/ung-dung-bcg.jpg\" style=\"width: 1000px;height: 525px\"><br \/>\n<em>Doanh nghi\u1ec7p c\u00f3 th\u1ec3 ph\u00e2n b\u1ed5 ngu\u1ed3n l\u1ef1c ph\u00f9 h\u1ee3p cho s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 th\u00f4ng qua ma tr\u1eadn BCG<\/em><\/p>\n<h2 id=\"luu-y-khi-phan-tich-ma-tran-bcg\" style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Luu_y_khi_phan_tich_ma_tran_BCG\"><\/span>L\u01b0u \u00fd khi ph\u00e2n t\u00edch ma tr\u1eadn BCG<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify\">Ma tr\u1eadn BCG l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 ph\u00e2n t\u00edch chi\u1ebfn l\u01b0\u1ee3c kinh doanh h\u1eefu \u00edch, tuy nhi\u00ean n\u00f3 c\u0169ng c\u00f3 m\u1ed9t s\u1ed1 h\u1ea1n ch\u1ebf m\u00e0 doanh nghi\u1ec7p c\u1ea7n l\u01b0u \u00fd khi s\u1eed d\u1ee5ng \u0111\u1ec3 tr\u00e1nh \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh sai l\u1ea7m. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 l\u01b0u \u00fd quan tr\u1ecdng khi ph\u00e2n t\u00edch ma tr\u1eadn BCG:<\/p>\n<ul>\n<li style=\"text-align: justify\">\n<p>Doanh nghi\u1ec7p c\u1ea7n l\u00e0m r\u00f5 \u0111\u00e2u l\u00e0 th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau m\u00e0 s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 \u0111ang h\u01b0\u1edbng \u0111\u1ebfn \u0111\u1ec3 c\u00f3 nh\u1eefng \u0111\u00e1nh gi\u00e1 v\u00e0 h\u01b0\u1edbng ph\u00e1t tri\u1ec3n ch\u00ednh x\u00e1c.<\/p>\n<\/li>\n<li style=\"text-align: justify\">\n<p>Do ma tr\u1eadn BCG ch\u1ec9 t\u1eadp trung v\u00e0o hai y\u1ebfu t\u1ed1 ch\u00ednh l\u00e0 t\u1ef7 l\u1ec7 t\u0103ng tr\u01b0\u1edfng v\u00e0 th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i n\u00ean trong qu\u00e1 tr\u00ecnh l\u1eadp k\u1ebf ho\u1ea1ch chi\u1ebfn l\u01b0\u1ee3c, doanh nghi\u1ec7p c\u1ea7n ch\u00fa tr\u1ecdng th\u00eam nh\u1eefng y\u1ebfu t\u1ed1 kh\u00e1c nh\u01b0 r\u00e0o c\u1ea3n th\u1ecb tr\u01b0\u1eddng, kh\u1ea3 n\u0103ng t\u00e0i ch\u00ednh, m\u00f4i tr\u01b0\u1eddng vi m\u00f4, \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh,&#8230;<\/p>\n<\/li>\n<li style=\"text-align: justify\">\n<p>K\u1ebft h\u1ee3p ma tr\u1eadn BCG c\u00f9ng nhi\u1ec1u c\u00f4ng c\u1ee5 kh\u00e1c \u0111\u1ec3 c\u00f3 c\u00e1i nh\u00ecn chi ti\u1ebft v\u00e0 ra quy\u1ebft \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c ph\u00f9 h\u1ee3p.<\/p>\n<\/li>\n<li style=\"text-align: justify\">\n<p>Ma tr\u1eadn BCG ch\u1ee7 y\u1ebfu \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 c\u00e1c s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 \u0111\u00e3 c\u00f3 m\u1eb7t tr\u00ean th\u1ecb tr\u01b0\u1eddng trong m\u1ed9t th\u1eddi gian nh\u1ea5t \u0111\u1ecbnh. V\u00ec v\u1eady, vi\u1ec7c \u1ee9ng d\u1ee5ng BCG v\u00e0o ph\u00e2n t\u00edch c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi c\u00f3 th\u1ec3 kh\u00f4ng mang l\u1ea1i k\u1ebft qu\u1ea3 ch\u00ednh x\u00e1c.\u00a0<\/p>\n<\/li>\n<\/ul>\n<p style=\"text-align: justify\">H\u00e3y l\u01b0u \u00fd r\u1eb1ng, 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 v\u00e0 n\u00f3 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. Do \u0111\u00f3, c\u00e1c nh\u00e0 qu\u1ea3n tr\u1ecb c\u1ea7n k\u1ebft h\u1ee3p BCG Matrix c\u00f9ng 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 h\u01a1n.<\/p>\n<p>Ngu\u1ed3n: <a href=\"http:\/\/www.ckconitsha.com\/vn\/\">http:\/\/www.ckconitsha.com\/vn\/<\/a> T\u00e1c gi\u1ea3: <a href=\"https:\/\/www.ckconitsha.com\/vn\/author\/nguyenlandung\">Nguy\u1ec5n L\u00e2n d\u0169ng<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>T\u01b0\u01a1ng t\u1ef1 nh\u01b0 SWOT, ma tr\u1eadn BCG l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 h\u1eefu \u00edch \u0111\u01b0\u1ee3c c\u00e1c doanh nghi\u1ec7p d\u00f9ng \u0111\u1ec3 ph\u00e2n t\u00edch th\u1ecb ph\u1ea7n c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 hi\u1ec7n c\u00f3 tr\u00ean th\u1ecb tr\u01b0\u1eddng. Th\u00f4ng qua k\u1ebft qu\u1ea3 t\u1eeb GCG, c\u00e1c nh\u00e0 qu\u1ea3n tr\u1ecb c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[100],"tags":[],"class_list":["post-4422","post","type-post","status-publish","format-standard","hentry","category-kien-thuc"],"_links":{"self":[{"href":"https:\/\/www.ckconitsha.com\/vn\/wp-json\/wp\/v2\/posts\/4422","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ckconitsha.com\/vn\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ckconitsha.com\/vn\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ckconitsha.com\/vn\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ckconitsha.com\/vn\/wp-json\/wp\/v2\/comments?post=4422"}],"version-history":[{"count":2,"href":"https:\/\/www.ckconitsha.com\/vn\/wp-json\/wp\/v2\/posts\/4422\/revisions"}],"predecessor-version":[{"id":20747,"href":"https:\/\/www.ckconitsha.com\/vn\/wp-json\/wp\/v2\/posts\/4422\/revisions\/20747"}],"wp:attachment":[{"href":"https:\/\/www.ckconitsha.com\/vn\/wp-json\/wp\/v2\/media?parent=4422"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ckconitsha.com\/vn\/wp-json\/wp\/v2\/categories?post=4422"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ckconitsha.com\/vn\/wp-json\/wp\/v2\/tags?post=4422"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}