{"id":36466,"date":"2023-12-08T12:15:41","date_gmt":"2023-12-08T12:15:41","guid":{"rendered":"https:\/\/masterskills.org\/blog\/ke-hoach-danh-muc-dau-tu-portfolio-plan-la-gi.html"},"modified":"2023-12-24T21:44:28","modified_gmt":"2023-12-24T14:44:28","slug":"ke-hoach-danh-muc-dau-tu-portfolio-plan-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/ke-hoach-danh-muc-dau-tu-portfolio-plan-la-gi.html","title":{"rendered":"K\u1ebf ho\u1ea1ch danh m\u1ee5c \u0111\u1ea7u t\u01b0 (Portfolio Plan) l\u00e0 g\u00ec?"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda (Ngu\u1ed3n: K\u1ebf to\u00e1n Calico)<\/i><\/p>\n<\/div>\n<\/div>\n

K\u1ebf ho\u1ea1ch danh m\u1ee5c \u0111\u1ea7u t\u01b0 (Portfolio Plan)<\/b><\/span><\/p>\n

Kh\u00e1i ni\u1ec7m<\/b><\/p>\n

K\u1ebf ho\u1ea1ch danh m\u1ee5c \u0111\u1ea7u t\u01b0 <\/b>trong ti\u1ebfng Anh g\u1ecdi l\u00e0 Portfolio Plan.<\/b><\/p>\n

K\u1ebf ho\u1ea1ch danh m\u1ee5c \u0111\u1ea7u t\u01b0<\/b> l\u00e0 vi\u1ec7c doanh nghi\u1ec7p ph\u1ea3i \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh l\u1ef1a ch\u1ecdn c\u00e1c \u0111\u01a1n v\u1ecb kinh doanh chi\u1ebfn l\u01b0\u1ee3c v\u00e0 ph\u00e2n b\u1ed5 ngu\u1ed3n l\u1ef1c cho t\u1eebng \u0111\u01a1n v\u1ecb kinh doanh.\u00a0<\/p>\n

Th\u1ef1c s\u1ef1 ph\u1ea7n l\u1edbn c\u00e1c doanh nghi\u1ec7p \u1edf m\u1ed9t th\u1eddi \u0111i\u1ec3m c\u1ee5 th\u1ec3 \u0111\u1ec1u c\u00f3 m\u1ed9t danh m\u1ee5c c\u00e1c ho\u1ea1t \u0111\u1ed9ng kinh doanh: \u0110\u00f3 l\u00e0 c\u00e1c d\u00f2ng s\u1ea3n ph\u1ea9m, c\u00e1c \u0111\u01a1n v\u1ecb kinh doanh m\u00e0 doanh nghi\u1ec7p \u0111\u00e3 l\u1ef1a ch\u1ecdn.<\/p>\n

Qu\u1ea3n l\u00ed m\u1ed9t nh\u00f3m c\u00e1c l\u0129nh v\u1ef1c kinh doanh nh\u01b0 v\u1eady s\u1ebd d\u1ec5 d\u00e0ng n\u1ebfu c\u00e1c ngu\u1ed3n l\u1ef1c, ti\u1ec1n m\u1eb7t \u0111\u1ea7y \u0111\u1ee7 v\u00e0 m\u1ed7i l\u0129nh v\u1ef1c kinh doanh \u0111\u1ec1u \u0111ang t\u0103ng tr\u01b0\u1edfng v\u00e0 c\u00f3 l\u1ee3i nhu\u1eadn. T\u1ea5t nhi\u00ean, vi\u1ec7c cung c\u1ea5p ng\u00e2n s\u00e1ch ng\u00e0y c\u00e0ng l\u1edbn h\u00e0ng n\u0103m cho t\u1ea5t c\u1ea3 c\u00e1c l\u0129nh v\u1ef1c kinh doanh l\u00e0 kh\u00f4ng th\u1ec3.\u00a0<\/p>\n

Nhi\u1ec1u c\u00f4ng vi\u1ec7c kinh doanh kh\u00f4ng t\u0103ng tr\u01b0\u1edfng, kh\u00f4ng c\u00f3 l\u1ee3i nhu\u1eadn v\u00e0 c\u00e1c ngu\u1ed3n l\u1ef1c t\u00e0i ch\u00ednh v\u00e0 phi t\u00e0i ch\u00ednh \u0111ang tr\u1edf n\u00ean ng\u00e0y c\u00e0ng khan hi\u1ebfm. Trong ho\u00e0n c\u1ea3nh nh\u01b0 v\u1eady ph\u1ea3i l\u1ef1a ch\u1ecdn c\u00e1c \u0111\u01a1n v\u1ecb kinh doanh \u0111\u1ec3 t\u1eadp trung \u0111\u1ea7u t\u01b0.\u00a0<\/p>\n

Ng\u01b0\u1eddi qu\u1ea3n l\u00ed ph\u1ea3i quy\u1ebft \u0111\u1ecbnh c\u00e1c l\u0129nh v\u1ef1c kinh doanh n\u00e0o ph\u1ea3i x\u00e2y d\u1ef1ng, duy tr\u00ec, h\u1ea1n ch\u1ebf hay lo\u1ea1i b\u1ecf, ho\u1eb7c ph\u1ea3i b\u1ed5 sung nh\u1eefng l\u0129nh v\u1ef1c kinh doanh m\u1edbi, c\u00e1c ngu\u1ed3n l\u1ef1c v\u00e0 ho\u1ea1t \u0111\u1ed9ng hi\u1ec7n t\u1ea1i c\u1ea7n t\u1eadp trung v\u00e0o c\u00e1c nh\u00f3m l\u0129nh v\u1ef1c kinh doanh c\u00f3 \u00fd ngh\u0129a chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p.<\/p>\n

Ph\u00e2n t\u00edch danh m\u1ee5c kinh doanh<\/font><\/font><\/h3>\n

Ph\u00e2n t\u00edch danh m\u1ee5c kinh doanh <\/b>(Business portfolio analysis) l\u00e0 s\u1ef1 ph\u00e2n t\u00edch c\u00e1c \u0111\u01a1n v\u1ecb kinh doanh chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a m\u1ed9t c\u00f4ng ty \u0111\u1ec3 quy\u1ebft \u0111\u1ecbnh m\u1ee9c \u0111\u1ed9 \u0111\u1ea7u t\u01b0 cho t\u1eebng \u0111\u01a1n v\u1ecb kinh doanh chi\u1ebfn l\u01b0\u1ee3c. C\u00f3 m\u1ed9t s\u1ed1 ph\u01b0\u01a1ng ph\u00e1p gi\u00fap ng\u01b0\u1eddi qu\u1ea3n l\u00ed \u0111\u00e1nh gi\u00e1 c\u00e1c \u0111\u01a1n v\u1ecb kinh doanh v\u00e0 \u0111\u1ec1 xu\u1ea5t nh\u1eefng h\u01b0\u1edbng \u0111\u1ea7u t\u01b0 h\u1ee3p l\u00ed.<\/p>\n

T\u1ea5t nhi\u00ean, b\u01b0\u1edbc \u0111\u1ea7u ti\u00ean trong c\u00e1c ph\u01b0\u01a1ng ph\u00e1p n\u00e0y l\u00e0 ph\u1ea3i nh\u1eadn d\u1ea1ng c\u00e1c d\u00f2ng s\u1ea3n ph\u1ea9m c\u1ee7a c\u00e1c l\u0129nh v\u1ef1c kinh doanh kh\u00e1c nhau v\u00e0 \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh “m\u1ed9t \u0111\u01a1n v\u1ecb kinh doanh chi\u1ebfn l\u01b0\u1ee3c”. Sau khi \u0111\u00e3 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c c\u00e1c \u0111\u01a1n v\u1ecb kinh doanh chi\u1ebfn l\u01b0\u1ee3c (SBU- strateric business units) v\u1edbi c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m sau:<\/p>\n

– C\u00e1c SBU c\u00f3 s\u1ee9 m\u1ec7nh kh\u00e1c nhau<\/p>\n

– M\u1ed7i SBU c\u00f3 t\u1eadp h\u1ee3p kh\u00e1ch h\u00e0ng ri\u00eang\u00a0<\/p>\n

– M\u1ed7i SBU c\u00f3 c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh ri\u00eang.<\/p>\n

– M\u1ed7i SBU l\u00e0 m\u1ed9t \u0111\u01a1n v\u1ecb kinh doanh ri\u00eang bi\u1ec7t ho\u1eb7c m\u1ed9t t\u1eadp h\u1ee3p c\u00e1c \u0111\u01a1n v\u1ecb kinh doanh c\u00f3 li\u00ean quan v\u1edbi nhau trong s\u1eed d\u1ee5ng c\u00e1c ngu\u1ed3n l\u1ef1c kinh doanh.\u00a0<\/p>\n

– M\u1ed7i SBU c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c k\u1ebf ho\u1ea1ch h\u00f3a \u0111\u1ed9c l\u1eadp v\u1edbi c\u00e1c \u0111\u01a1n v\u1ecb kinh doanh kh\u00e1c c\u1ee7a doanh nghi\u1ec7p.<\/p>\n

Ph\u1ee5 thu\u1ed9c v\u00e0o lo\u1ea1i t\u1ed5 ch\u1ee9c m\u00e0 m\u1ed9t SBU c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t s\u1ea3n ph\u1ea9m ri\u00eang l\u1ebb, m\u1ed9t d\u00f2ng s\u1ea3n ph\u1ea9m, m\u1ed9t c\u00f4ng ty, m\u1ed9t x\u00ed nghi\u1ec7p ho\u1eb7c m\u1ed9t ph\u00f2ng qu\u1ea3n l\u00ed kinh doanh.<\/p>\n

Sau khi doanh nghi\u1ec7p \u0111\u00e3 nh\u1eadn d\u1ea1ng v\u00e0 ph\u00e2n lo\u1ea1i t\u1ea5t c\u1ea3 c\u00e1c SBU c\u1ee7a n\u00f3, c\u00e1c nh\u00e0 qu\u1ea3n tr\u1ecb c\u1ea7n s\u1eed d\u1ee5ng m\u1ed9t s\u1ed1 ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh c\u00e1c ngu\u1ed3n l\u1ef1c n\u00ean \u0111\u01b0\u1ee3c ph\u00e2n b\u1ed5 nh\u01b0 th\u1ebf n\u00e0o gi\u1eefa c\u00e1c SBU kh\u00e1c nhau. C\u00e1c ph\u01b0\u01a1ng ph\u00e1p n\u00e0y \u0111\u01b0\u1ee3c bi\u1ebft nh\u01b0 l\u00e0 c\u00e1c m\u00f4 h\u00ecnh danh m\u1ee5c \u0111\u1ea7u t\u01b0.<\/p>\n

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\u0110\u00e2y ch\u00ednh l\u00e0 m\u1ed9t th\u1ee9 t\u1ef1 \u01b0u ti\u00ean ph\u00e2n b\u1ed5 c\u00e1c ngu\u1ed3n l\u1ef1c h\u1ea1n ch\u1ebf c\u1ee7a doanh nghi\u1ec7p cho c\u00e1c SBU. Hai ph\u01b0\u01a1ng ph\u00e1p ph\u00e2n t\u00edch th\u01b0\u1eddng \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng l\u00e0 ma tr\u1eadn BCG v\u00e0 ma tr\u1eadn GE.<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: Gi\u00e1o tr\u00ecnh Qu\u1ea3n tr\u1ecb Marketing, NXB \u0110\u1ea1i h\u1ecdc Kinh t\u1ebf Qu\u1ed1c d\u00e2n).<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n K\u1ebf ho\u1ea1ch danh m\u1ee5c \u0111\u1ea7u t\u01b0 (ti\u1ebfng Anh: Portfolio Plan) l\u00e0 vi\u1ec7c doanh nghi\u1ec7p ph\u1ea3i \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh l\u1ef1a ch\u1ecdn c\u00e1c \u0111\u01a1n v\u1ecb kinh doanh chi\u1ebfn l\u01b0\u1ee3c v\u00e0 ph\u00e2n b\u1ed5 ngu\u1ed3n l\u1ef1c cho t\u1eebng \u0111\u01a1n v\u1ecb kinh doanh.\n <\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[422],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36466"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=36466"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36466\/revisions"}],"predecessor-version":[{"id":68905,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36466\/revisions\/68905"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36466"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36466"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36466"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}