{"id":51068,"date":"2023-12-19T22:55:50","date_gmt":"2023-12-19T15:55:50","guid":{"rendered":"https:\/\/masterskills.org\/blog\/ma-tran-tang-truong-bcg-cong-cu-phan-tich-chien-luoc-kinh-doanh-hieu-qua.html"},"modified":"2023-12-19T22:55:50","modified_gmt":"2023-12-19T15:55:50","slug":"ma-tran-tang-truong-bcg-cong-cu-phan-tich-chien-luoc-kinh-doanh-hieu-qua","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/ma-tran-tang-truong-bcg-cong-cu-phan-tich-chien-luoc-kinh-doanh-hieu-qua.html","title":{"rendered":"Ma tr\u1eadn t\u0103ng tr\u01b0\u1edfng BCG \u2013 C\u00f4ng c\u1ee5 ph\u00e2n t\u00edch chi\u1ebfn l\u01b0\u1ee3c kinh doanh hi\u1ec7u qu\u1ea3"},"content":{"rendered":"
\n

Michael E. Porter, m\u1ed9t trong nh\u1eefng chuy\u00ean gia chi\u1ebfn l\u01b0\u1ee3c h\u00e0ng \u0111\u1ea7u th\u1ebf gi\u1edbi, \u0111\u00e3 \u0111\u00e1nh gi\u00e1 cao l\u1ee3i \u00edch c\u1ee7a Ma tr\u1eadn t\u0103ng tr\u01b0\u1edfng BCG trong vi\u1ec7c \u0111\u1ecbnh h\u01b0\u1edbng chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh c\u1ee7a m\u1ed9t doanh nghi\u1ec7p.\u00a0<\/span><\/p>\n

\"Ma<\/p>\n

Ma tr\u1eadn t\u0103ng tr\u01b0\u1edfng BCG \u2013 C\u00f4ng c\u1ee5 ph\u00e2n t\u00edch chi\u1ebfn l\u01b0\u1ee3c kinh doanh hi\u1ec7u qu\u1ea3<\/p>\n<\/div>\n

Ma tr\u1eadn t\u0103ng tr\u01b0\u1edfng BCG l\u00e0 g\u00ec ?<\/b><\/h2>\n

Ma tr\u1eadn t\u0103ng tr\u01b0\u1edfng BCG l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 ph\u00e2n t\u00edch chi\u1ebfn l\u01b0\u1ee3c kinh doanh \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 s\u1ef1 \u0111\u00f3ng g\u00f3p c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh trong m\u1ed9t c\u00f4ng ty. Ma tr\u1eadn n\u00e0y \u0111\u01b0\u1ee3c \u0111\u1eb7t t\u00ean theo Boston Consulting Group, m\u1ed9t c\u00f4ng ty t\u01b0 v\u1ea5n chi\u1ebfn l\u01b0\u1ee3c h\u00e0ng \u0111\u1ea7u th\u1ebf gi\u1edbi.<\/span><\/p>\n

\"Ma<\/p>\n

Ma tr\u1eadn t\u0103ng tr\u01b0\u1edfng BCG l\u00e0 g\u00ec ?<\/p>\n<\/div>\n

Ma tr\u1eadn t\u0103ng tr\u01b0\u1edfng BCG d\u1ef1a tr\u00ean hai y\u1ebfu t\u1ed1 ch\u00ednh l\u00e0 <\/span>t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng c\u1ee7a th\u1ecb tr\u01b0\u1eddng<\/b> v\u00e0 <\/span>th\u1ecb ph\u1ea7n c\u1ee7a s\u1ea3n ph\u1ea9m\/ \u0111\u01a1n v\u1ecb kinh doanh tr\u00ean th\u1ecb tr\u01b0\u1eddng<\/b>. D\u1ef1a tr\u00ean hai y\u1ebfu t\u1ed1 n\u00e0y, c\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh \u0111\u01b0\u1ee3c ph\u00e2n lo\u1ea1i v\u00e0o m\u1ed9t trong b\u1ed1n SBU (Strategic Business Unit \u2013 \u0111\u01a1n v\u1ecb kinh doanh chi\u1ebfn l\u01b0\u1ee3c):\u00a0<\/span><\/p>\n

    \n
  • SBU Stars \u2013 Ng\u00f4i sao<\/span><\/li>\n
  • SBU Question Marks \u2013 D\u1ea5u h\u1ecfi<\/span><\/li>\n
  • SBU Cash Cows \u2013 B\u00f2 s\u1eefa<\/span><\/li>\n
  • SBU Dogs \u2013 Con Ch\u00f3<\/span><\/li>\n<\/ul>\n

    Ma tr\u1eadn t\u0103ng tr\u01b0\u1edfng BCG gi\u00fap c\u00e1c doanh nghi\u1ec7p \u0111\u1ecbnh h\u01b0\u1edbng chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n cho c\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh c\u1ee7a m\u00ecnh d\u1ef1a tr\u00ean v\u1ecb tr\u00ed c\u1ee7a ch\u00fang tr\u00ean th\u1ecb tr\u01b0\u1eddng v\u00e0 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng c\u1ee7a th\u1ecb tr\u01b0\u1eddng \u0111\u00f3.<\/span><\/p>\n

    Ph\u00e2n t\u00edch chi ti\u1ebft v\u1ec1 BCG\u00a0<\/b><\/h2>\n

    Sau \u0111\u00e2y l\u00e0 ph\u00e2n t\u00edch chi ti\u1ebft v\u1ec1 c\u00e1c SBU c\u00f3 trong ma tr\u1eadn BCG.<\/span><\/p>\n

    \"Ph\u00e2n<\/p>\n

    Ph\u00e2n t\u00edch chi ti\u1ebft v\u1ec1 ma tr\u1eadn t\u0103ng tr\u01b0\u1edfng BCG<\/p>\n<\/div>\n

    SBU Ng\u00f4i sao<\/b><\/h3>\n

    SBU Star l\u00e0 s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh c\u00f3 th\u1ecb ph\u1ea7n cao trong m\u1ed9t th\u1ecb tr\u01b0\u1eddng t\u0103ng tr\u01b0\u1edfng cao. Nh\u1eefng s\u1ea3n ph\u1ea9m n\u00e0y y\u00eau c\u1ea7u s\u1ef1 \u0111\u1ea7u t\u01b0 \u0111\u00e1ng k\u1ec3 \u0111\u1ec3 duy tr\u00ec v\u1ecb th\u1ebf c\u1ee7a m\u00ecnh tr\u00ean th\u1ecb tr\u01b0\u1eddng, nh\u01b0ng ch\u00fang c\u0169ng c\u00f3 ti\u1ec1m n\u0103ng t\u1ea1o ra l\u1ee3i nhu\u1eadn cao cho doanh nghi\u1ec7p. C\u00e1c c\u00f4ng ty n\u00ean \u0111\u1ea7u t\u01b0 v\u00e0o c\u00e1c s\u1ea3n ph\u1ea9m ng\u00f4i sao \u0111\u1ec3 ti\u1ebfp t\u1ee5c t\u0103ng tr\u01b0\u1edfng v\u00e0 duy tr\u00ec v\u1ecb th\u1ebf th\u1ecb tr\u01b0\u1eddng, bao g\u1ed3m ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m, ti\u1ebfp th\u1ecb v\u00e0 m\u1edf r\u1ed9ng sang c\u00e1c th\u1ecb tr\u01b0\u1eddng m\u1edbi. Tuy nhi\u00ean, khi t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng c\u1ee7a th\u1ecb tr\u01b0\u1eddng ch\u1eadm l\u1ea1i, c\u00e1c ng\u00f4i sao c\u00f3 th\u1ec3 chuy\u1ec3n sang h\u1ea1ng m\u1ee5c b\u00f2 s\u1eefa.<\/span><\/p>\n

    SBU B\u00f2 s\u1eefa<\/b><\/h3>\n

    SBU Cash Cow \u2013 Con b\u00f2 s\u1eefa l\u00e0 s\u1ea3n ph\u1ea9m c\u00f3 th\u1ecb ph\u1ea7n cao trong m\u1ed9t th\u1ecb tr\u01b0\u1eddng t\u0103ng tr\u01b0\u1edfng ch\u1eadm. C\u00e1c s\u1ea3n ph\u1ea9m n\u00e0y t\u1ea1o ra d\u00f2ng ti\u1ec1n \u1ed5n \u0111\u1ecbnh v\u00e0 ch\u1ec9 y\u00eau c\u1ea7u \u0111\u1ea7u t\u01b0 t\u1ed1i thi\u1ec3u \u0111\u1ec3 duy tr\u00ec v\u1ecb tr\u00ed c\u1ee7a ch\u00fang tr\u00ean th\u1ecb tr\u01b0\u1eddng. Do \u0111\u00f3, c\u00e1c c\u00f4ng ty n\u00ean ti\u1ebfp t\u1ee5c \u0111\u1ea7u t\u01b0 v\u00e0o nh\u1eefng s\u1ea3n ph\u1ea9m con b\u00f2 s\u1eefa \u0111\u1ec3 duy tr\u00ec kh\u1ea3 n\u0103ng sinh l\u1eddi, nh\u01b0ng kh\u00f4ng n\u00ean \u0111\u1ea7u t\u01b0 qu\u00e1 nhi\u1ec1u v\u00ec ch\u00fang c\u00f3 ti\u1ec1m n\u0103ng t\u0103ng tr\u01b0\u1edfng h\u1ea1n ch\u1ebf. C\u00e1c c\u00f4ng ty c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng l\u1ee3i nhu\u1eadn t\u1eeb nh\u1eefng con b\u00f2 s\u1eefa t\u1ea1o ra \u0111\u1ec3 \u0111\u1ea7u t\u01b0 v\u00e0o c\u00e1c s\u1ea3n ph\u1ea9m ng\u00f4i sao ho\u1eb7c d\u1ea5u h\u1ecfi.<\/span><\/p>\n

    SBU D\u1ea5u h\u1ecfi<\/b><\/h3>\n

    SBU Question Mark l\u00e0 s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh c\u00f3 th\u1ecb ph\u1ea7n th\u1ea5p trong m\u1ed9t th\u1ecb tr\u01b0\u1eddng t\u0103ng tr\u01b0\u1edfng cao. Nh\u1eefng s\u1ea3n ph\u1ea9m n\u00e0y y\u00eau c\u1ea7u \u0111\u1ea7u t\u01b0 \u0111\u00e1ng k\u1ec3 \u0111\u1ec3 t\u0103ng th\u1ecb ph\u1ea7n v\u00e0 c\u00f3 ti\u1ec1m n\u0103ng tr\u1edf th\u00e0nh ng\u00f4i sao. C\u00e1c c\u00f4ng ty c\u1ea7n ph\u1ea3i \u0111\u00e1nh gi\u00e1 k\u1ef9 c\u00e1c d\u1ea5u h\u1ecfi c\u1ee7a m\u00ecnh \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh xem ch\u00fang c\u00f3 \u0111\u00e1ng \u0111\u1ec3 \u0111\u1ea7u t\u01b0 hay kh\u00f4ng. N\u1ebfu m\u1ed9t d\u1ea5u h\u1ecfi c\u00f3 ti\u1ec1m n\u0103ng, c\u00e1c c\u00f4ng ty n\u00ean \u0111\u1ea7u t\u01b0 v\u00e0o \u0111\u1ec3 c\u1ed1 g\u1eafng bi\u1ebfn n\u00f3 th\u00e0nh m\u1ed9t ng\u00f4i sao. Tuy nhi\u00ean, n\u1ebfu m\u1ed9t d\u1ea5u h\u1ecfi kh\u00f4ng cho th\u1ea5y ti\u1ec1m n\u0103ng, c\u00e1c c\u00f4ng ty n\u00ean xem x\u00e9t tho\u00e1i v\u1ed1n ho\u1eb7c lo\u1ea1i b\u1ecf n\u00f3 \u0111\u1ec3 tr\u00e1nh r\u1ee7i ro cao h\u01a1n.<\/span><\/p>\n

    SBU Con ch\u00f3<\/b><\/h3>\n

    SBU Dog l\u00e0 s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh c\u00f3 th\u1ecb ph\u1ea7n th\u1ea5p trong m\u1ed9t th\u1ecb tr\u01b0\u1eddng ch\u1eadm t\u0103ng tr\u01b0\u1edfng. Nh\u1eefng s\u1ea3n ph\u1ea9m n\u00e0y kh\u00f4ng \u0111em l\u1ea1i l\u1ee3i nhu\u1eadn ho\u1eb7c ch\u1ec9 \u0111em l\u1ea1i \u00edt l\u1ee3i nhu\u1eadn v\u00e0 \u0111\u00f2i h\u1ecfi m\u1ee9c \u0111\u1ea7u t\u01b0 \u0111\u00e1ng k\u1ec3 \u0111\u1ec3 duy tr\u00ec v\u1ecb tr\u00ed tr\u00ean th\u1ecb tr\u01b0\u1eddng. C\u00e1c c\u00f4ng ty c\u1ea7n ph\u1ea3i \u0111\u00e1nh gi\u00e1 k\u1ef9 s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh c\u00f3 th\u1ecb ph\u1ea7n th\u1ea5p c\u1ee7a m\u00ecnh v\u00e0 xem x\u00e9t b\u1ecf b\u1edbt ch\u00fang tr\u1eeb khi ch\u00fang c\u00f3 th\u1ec3 h\u1ed3i sinh. Vi\u1ec7c h\u1ed3i sinh m\u1ed9t s\u1ea3n ph\u1ea9m c\u00f3 th\u1ecb ph\u1ea7n th\u1ea5p c\u00f3 th\u1ec3 li\u00ean quan \u0111\u1ebfn ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m, ti\u1ebfp th\u1ecb ho\u1eb7c m\u1edf r\u1ed9ng sang c\u00e1c th\u1ecb tr\u01b0\u1eddng m\u1edbi. Trong tr\u01b0\u1eddng h\u1ee3p kh\u00f4ng th\u1ec3 h\u1ed3i sinh, c\u00e1c c\u00f4ng ty n\u00ean xem x\u00e9t tho\u00e1i v\u1ed1n s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh c\u00f3 th\u1ecb ph\u1ea7n th\u1ea5p c\u1ee7a h\u1ecd.\u00a0<\/span><\/p>\n

    \u01afu \u0111i\u1ec3m v\u00e0 nh\u01b0\u1ee3c \u0111i\u1ec3m c\u1ee7a ma tr\u1eadn BCG l\u00e0 g\u00ec?<\/b><\/h2>\n

    Ma tr\u1eadn BCG l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 gi\u00fap \u00edch r\u1ea5t nhi\u1ec1u cho doanh nghi\u1ec7p, tuy nhi\u00ean, b\u00ean c\u1ea1nh \u01b0u \u0111i\u1ec3m, BCG v\u1eabn c\u00f3 m\u1ed9t s\u1ed1 nh\u01b0\u1ee3c \u0111i\u1ec3m c\u1ea7n l\u01b0u \u00fd.<\/span><\/p>\n

    \u01afu \u0111i\u1ec3m c\u1ee7a ma tr\u1eadn BCG<\/b><\/h3>\n
      \n
    • \u0110\u01a1n gi\u1ea3n v\u00e0 d\u1ec5 hi\u1ec3u: Ma tr\u1eadn BCG l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 \u0111\u01a1n gi\u1ea3n v\u00e0 d\u1ec5 hi\u1ec3u, \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf \u0111\u1ec3 gi\u00fap ng\u01b0\u1eddi d\u00f9ng trong t\u1ed5 ch\u1ee9c ti\u1ebfp c\u1eadn m\u1ed9t c\u00e1ch d\u1ec5 d\u00e0ng.<\/span><\/li>\n
    • Cung c\u1ea5p h\u00ecnh \u1ea3nh \u0111\u1ea1i di\u1ec7n r\u00f5 r\u00e0ng: V\u1edbi s\u1ef1 tr\u1ee3 gi\u00fap c\u1ee7a h\u00ecnh \u1ea3nh minh h\u1ecda r\u00f5 r\u00e0ng, Ma tr\u1eadn BCG cho ph\u00e9p ng\u01b0\u1eddi d\u00f9ng hi\u1ec3n th\u1ecb c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 \u0111\u01a1n v\u1ecb kinh doanh c\u1ee7a c\u00f4ng ty m\u1ed9t c\u00e1ch chi ti\u1ebft v\u00e0 tr\u1ef1c quan.<\/span><\/li>\n
    • Gi\u00fap x\u00e1c \u0111\u1ecbnh c\u00e1c \u01b0u ti\u00ean: Ma tr\u1eadn BCG h\u1ed7 tr\u1ee3 c\u00f4ng ty x\u00e1c \u0111\u1ecbnh c\u00e1c \u01b0u ti\u00ean \u0111\u1ea7u t\u01b0, lo\u1ea1i b\u1ecf ho\u1eb7c gi\u1eef l\u1ea1i s\u1ea3n ph\u1ea9m v\u00e0 \u0111\u01a1n v\u1ecb kinh doanh, gi\u00fap \u0111\u1eb7t l\u1ecbch tr\u00ecnh v\u00e0 ph\u00e2n b\u1ed5 ngu\u1ed3n l\u1ef1c m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 h\u01a1n.<\/span><\/li>\n
    • Cung c\u1ea5p m\u1ed9t khu\u00f4n kh\u1ed5 cho vi\u1ec7c ra quy\u1ebft \u0111\u1ecbnh: Ma tr\u1eadn BCG cung c\u1ea5p m\u1ed9t khu\u00f4n kh\u1ed5 c\u00f3 c\u1ea5u tr\u00fac, gi\u00fap c\u00e1c c\u00f4ng ty \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c s\u00e1ng su\u1ed1t h\u01a1n v\u00e0 \u0111\u01b0a ra nh\u1eefng quy\u1ebft \u0111\u1ecbnh \u0111\u00fang \u0111\u1eafn cho s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a c\u00f4ng ty.<\/span><\/li>\n<\/ul>\n
      \"\u01afu<\/p>\n

      \u01afu \u0111i\u1ec3m v\u00e0 nh\u01b0\u1ee3c \u0111i\u1ec3m c\u1ee7a ma tr\u1eadn BCG l\u00e0 g\u00ec?<\/p>\n<\/div>\n

      Nh\u01b0\u1ee3c \u0111i\u1ec3m c\u1ee7a ma tr\u1eadn BCG<\/b><\/h3>\n
        \n
      • H\u1ea1n ch\u1ebf quan \u0111i\u1ec3m: Ma tr\u1eadn BCG ch\u1ec9 t\u1eadp trung v\u00e0o hai y\u1ebfu t\u1ed1 (t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng th\u1ecb tr\u01b0\u1eddng v\u00e0 th\u1ecb ph\u1ea7n) v\u00e0 b\u1ecf qua c\u00e1c y\u1ebfu t\u1ed1 kh\u00e1c nh\u01b0 c\u1ea1nh tranh, c\u00f4ng ngh\u1ec7 v\u00e0 s\u1edf th\u00edch c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, d\u1eabn \u0111\u1ebfn h\u1ea1n ch\u1ebf quan \u0111i\u1ec3m c\u1ee7a ma tr\u1eadn.<\/span><\/li>\n
      • \u0110\u01a1n gi\u1ea3n h\u00f3a qu\u00e1 m\u1ee9c: Ma tr\u1eadn BCG \u0111\u01a1n gi\u1ea3n h\u00f3a qu\u00e1 m\u1ee9c c\u00e1c t\u00ecnh hu\u1ed1ng ph\u1ee9c t\u1ea1p v\u00e0 kh\u00f4ng ph\u00f9 h\u1ee3p v\u1edbi c\u00e1c t\u1ed5 ch\u1ee9c c\u00f3 danh m\u1ee5c s\u1ea3n ph\u1ea9m \u0111a d\u1ea1ng ho\u1eb7c \u0111i\u1ec1u ki\u1ec7n th\u1ecb tr\u01b0\u1eddng ph\u1ee9c t\u1ea1p.<\/span><\/li>\n
      • Kh\u1ea3 n\u0103ng ch\u1ee7 quan: V\u1ecb tr\u00ed c\u1ee7a s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh trong ma tr\u1eadn BCG c\u00f3 th\u1ec3 b\u1ecb ch\u1ee7 quan v\u00e0 kh\u00e1c nhau t\u00f9y thu\u1ed9c v\u00e0o ng\u01b0\u1eddi th\u1ef1c hi\u1ec7n \u0111\u00e1nh gi\u00e1.<\/span><\/li>\n
      • Gi\u1ea3 \u0111\u1ecbnh th\u1ecb tr\u01b0\u1eddng t\u0129nh: Ma tr\u1eadn BCG gi\u1ea3 \u0111\u1ecbnh r\u1eb1ng th\u1ecb tr\u01b0\u1eddng l\u00e0 t\u0129nh, trong khi th\u1ecb tr\u01b0\u1eddng lu\u00f4n thay \u0111\u1ed5i v\u00e0 v\u1ecb tr\u00ed c\u1ee7a s\u1ea3n ph\u1ea9m tr\u00ean ma tr\u1eadn c\u00f3 th\u1ec3 thay \u0111\u1ed5i nhanh ch\u00f3ng.<\/span><\/li>\n<\/ul>\n

        T\u00f3m l\u1ea1i, m\u1eb7c d\u00f9 ma tr\u1eadn BCG l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 h\u1eefu \u00edch \u0111\u1ec3 ph\u00e2n t\u00edch danh m\u1ee5c s\u1ea3n ph\u1ea9m c\u1ee7a c\u00f4ng ty, nh\u01b0ng n\u00f3 v\u1eabn c\u00f3 nh\u1eefng h\u1ea1n ch\u1ebf. Do \u0111\u00f3, \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c m\u1ed9t c\u00e1i nh\u00ecn to\u00e0n di\u1ec7n h\u01a1n v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a c\u00f4ng ty, n\u00ean s\u1eed d\u1ee5ng n\u00f3 c\u00f9ng v\u1edbi c\u00e1c c\u00f4ng c\u1ee5 ph\u00e2n t\u00edch kh\u00e1c.<\/span><\/p>\n

        T\u1ea7m quan tr\u1ecdng c\u1ee7a ma tr\u1eadn BCG trong doanh nghi\u1ec7p<\/b><\/h2>\n

        Ma tr\u1eadn BCG gi\u00fap \u0111\u00e1nh gi\u00e1 s\u1ea3n ph\u1ea9m c\u1ee7a m\u1ed9t doanh nghi\u1ec7p, x\u00e1c \u0111\u1ecbnh s\u1ea3n ph\u1ea9m n\u00e0o \u0111ang \u0111\u1ee9ng \u0111\u1ea7u th\u1ecb tr\u01b0\u1eddng v\u00e0 c\u1ea7n \u0111\u01b0\u1ee3c \u0111\u1ea7u t\u01b0 \u0111\u1ec3 duy tr\u00ec v\u1ecb th\u1ebf c\u1ee7a ch\u00fang, s\u1ea3n ph\u1ea9m n\u00e0o c\u00f3 ti\u1ec1m n\u0103ng ph\u00e1t tri\u1ec3n nh\u01b0ng c\u1ea7n nhi\u1ec1u \u0111\u1ea7u t\u01b0 \u0111\u1ec3 ph\u00e1t tri\u1ec3n, s\u1ea3n ph\u1ea9m n\u00e0o \u0111\u00e3 \u0111\u1ea1t \u0111\u1ebfn giai \u0111o\u1ea1n b\u00e3o h\u00f2a v\u00e0 ch\u1ec9 c\u1ea7n \u0111\u1ea7u t\u01b0 \u00edt \u0111\u1ec3 duy tr\u00ec v\u1ecb th\u1ebf, s\u1ea3n ph\u1ea9m n\u00e0o kh\u00f4ng c\u00f3 ti\u1ec1m n\u0103ng ph\u00e1t tri\u1ec3n v\u00e0 kh\u00f4ng n\u00ean \u0111\u1ea7u t\u01b0 nhi\u1ec1u v\u00e0o ch\u00fang.<\/span><\/p>\n

        Vi\u1ec7c s\u1eed d\u1ee5ng ma tr\u1eadn BCG gi\u00fap doanh nghi\u1ec7p c\u00f3 th\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c m\u1ed9t c\u00e1i nh\u00ecn t\u1ed5ng quan v\u1ec1 c\u00e1c s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh, t\u1eeb \u0111\u00f3 \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh \u0111\u1ea7u t\u01b0 h\u1ee3p l\u00fd v\u00e0 hi\u1ec7u qu\u1ea3. BCG gi\u00fap doanh nghi\u1ec7p t\u1ed1i \u01b0u h\u00f3a chi\u1ebfn l\u01b0\u1ee3c kinh doanh, t\u0103ng c\u01b0\u1eddng s\u1ee9c c\u1ea1nh tranh v\u00e0 t\u0103ng doanh thu, l\u1ee3i nhu\u1eadn.<\/span><\/p>\n

        C\u00e1c b\u01b0\u1edbc \u1ee9ng d\u1ee5ng ma tr\u1eadn BCG chi ti\u1ebft\u00a0<\/b><\/h2>\n

        B\u01b0\u1edbc 1: X\u00e1c \u0111\u1ecbnh c\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh c\u1ea7n \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch<\/b><\/h3>\n

        \u0110\u1ec3 s\u1eed d\u1ee5ng ma tr\u1eadn BCG trong ph\u00e2n t\u00edch, b\u01b0\u1edbc \u0111\u1ea7u ti\u00ean l\u00e0 x\u00e1c \u0111\u1ecbnh c\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh c\u1ea7n \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch. C\u00e1c s\u1ea3n ph\u1ea9m n\u00e0y c\u00f3 th\u1ec3 l\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m ri\u00eang l\u1ebb, c\u00e1c d\u00f2ng s\u1ea3n ph\u1ea9m ho\u1eb7c c\u00e1c \u0111\u01a1n v\u1ecb kinh doanh.<\/span><\/p>\n

        B\u01b0\u1edbc 2: X\u00e1c \u0111\u1ecbnh t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng th\u1ecb tr\u01b0\u1eddng<\/b><\/h3>\n

        B\u01b0\u1edbc ti\u1ebfp theo l\u00e0 x\u00e1c \u0111\u1ecbnh t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng th\u1ecb tr\u01b0\u1eddng cho t\u1eebng s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh. Vi\u1ec7c n\u00e0y c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n b\u1eb1ng c\u00e1ch ph\u00e2n t\u00edch quy m\u00f4 c\u1ee7a th\u1ecb tr\u01b0\u1eddng v\u00e0 t\u1ed1c \u0111\u1ed9 ph\u00e1t tri\u1ec3n c\u1ee7a n\u00f3.<\/span><\/p>\n

        B\u01b0\u1edbc 3: X\u00e1c \u0111\u1ecbnh th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i c\u1ee7a t\u1eebng s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh<\/b><\/h3>\n

        B\u01b0\u1edbc ti\u1ebfp theo l\u00e0 x\u00e1c \u0111\u1ecbnh th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i c\u1ee7a t\u1eebng s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh. \u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n b\u1eb1ng c\u00e1ch so s\u00e1nh th\u1ecb ph\u1ea7n c\u1ee7a s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/span><\/p>\n

        B\u01b0\u1edbc 4: V\u1ebd s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh tr\u00ean ma tr\u1eadn BCG<\/b><\/h3>\n

        Sau khi x\u00e1c \u0111\u1ecbnh t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng th\u1ecb tr\u01b0\u1eddng v\u00e0 th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i cho t\u1eebng s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh, ta c\u00f3 th\u1ec3 \u0111\u00e1nh gi\u00e1 v\u00e0 v\u1ebd ch\u00fang tr\u00ean ma tr\u1eadn BCG. C\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh c\u00f3 th\u1ecb ph\u1ea7n cao v\u00e0 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng th\u1ecb tr\u01b0\u1eddng cao \u0111\u01b0\u1ee3c \u0111\u1eb7t \u1edf g\u00f3c ph\u1ea7n t\u01b0 \u201cNg\u00f4i sao\u201d, nh\u1eefng s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh c\u00f3 th\u1ecb ph\u1ea7n th\u1ea5p v\u00e0 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng th\u1ecb tr\u01b0\u1eddng cao \u0111\u01b0\u1ee3c \u0111\u1eb7t \u1edf g\u00f3c ph\u1ea7n t\u01b0 \u201cD\u1ea5u h\u1ecfi\u201d, nh\u1eefng s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb c\u00f3 th\u1ecb ph\u1ea7n cao v\u00e0 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng th\u1ecb tr\u01b0\u1eddng th\u1ea5p \u0111\u01b0\u1ee3c \u0111\u1eb7t \u1edf \u00f4 \u201cD\u1ea5u h\u1ecfi ng\u01b0\u1ee3c\u201d. C\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh v\u1edbi t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng th\u1ea5p \u0111\u01b0\u1ee3c \u0111\u1eb7t \u1edf g\u00f3c ph\u1ea7n t\u01b0 \u201cCon b\u00f2 s\u1eefa\u201d v\u00e0 nh\u1eefng s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh c\u00f3 th\u1ecb ph\u1ea7n th\u1ea5p v\u00e0 t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng th\u1ecb tr\u01b0\u1eddng th\u1ea5p \u0111\u01b0\u1ee3c \u0111\u1eb7t \u1edf g\u00f3c ph\u1ea7n t\u01b0 \u201cCh\u00f3\u201d.<\/span><\/p>\n

        B\u01b0\u1edbc 5: Ph\u00e2n t\u00edch k\u1ebft qu\u1ea3 d\u1ef1a tr\u00ean b\u1ea3ng v\u1ebd ma tr\u1eadn<\/b><\/h3>\n

        Sau khi c\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh \u0111\u01b0\u1ee3c v\u1ebd tr\u00ean ma tr\u1eadn, k\u1ebft qu\u1ea3 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c ph\u00f9 h\u1ee3p cho t\u1eebng g\u00f3c ph\u1ea7n t\u01b0. V\u00ed d\u1ee5, c\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh n\u1eb1m trong g\u00f3c ph\u1ea7n t\u01b0 \u2018ng\u00f4i sao\u2019 c\u00f3 th\u1ec3 y\u00eau c\u1ea7u \u0111\u1ea7u t\u01b0 \u0111\u1ec3 duy tr\u00ec t\u0103ng tr\u01b0\u1edfng, trong khi c\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh trong g\u00f3c ph\u1ea7n t\u01b0 \u2018con b\u00f2 s\u1eefa\u2019 c\u00f3 th\u1ec3 \u0111\u00f2i h\u1ecfi \u0111\u1ea7u t\u01b0 t\u1ed1i thi\u1ec3u nh\u01b0ng mang l\u1ea1i d\u00f2ng ti\u1ec1n \u1ed5n \u0111\u1ecbnh.<\/span><\/p>\n

        B\u01b0\u1edbc 6: Ph\u00e1t tri\u1ec3n k\u1ebf ho\u1ea1ch h\u00e0nh \u0111\u1ed9ng<\/b><\/h3>\n

        D\u1ef1a v\u00e0o ph\u00e2n t\u00edch k\u1ebft qu\u1ea3, c\u00f3 th\u1ec3 ph\u00e1t tri\u1ec3n m\u1ed9t k\u1ebf ho\u1ea1ch h\u00e0nh \u0111\u1ed9ng cho m\u1ed7i s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh. K\u1ebf ho\u1ea1ch n\u00e0y c\u00f3 th\u1ec3 li\u00ean quan \u0111\u1ebfn vi\u1ec7c \u0111\u1ea7u t\u01b0 v\u00e0o c\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh trong g\u00f3c ph\u1ea7n t\u01b0 \u2018ng\u00f4i sao\u2019 \u0111\u1ec3 duy tr\u00ec t\u0103ng tr\u01b0\u1edfng, lo\u1ea1i b\u1ecf c\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh \u2018ch\u00f3\u2019, ho\u1eb7c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m ho\u1eb7c th\u1ecb tr\u01b0\u1eddng m\u1edbi cho c\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh trong g\u00f3c ph\u1ea7n t\u01b0 \u2018d\u1ea5u h\u1ecfi\u2019.<\/span><\/p>\n

        B\u01b0\u1edbc 7: Ki\u1ec3m tra v\u00e0 c\u1eadp nh\u1eadt th\u01b0\u1eddng xuy\u00ean<\/b><\/h3>\n

        Vi\u1ec7c xem x\u00e9t v\u00e0 c\u1eadp nh\u1eadt ma tr\u1eadn BCG th\u01b0\u1eddng xuy\u00ean l\u00e0 r\u1ea5t quan tr\u1ecdng \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o t\u00ednh ch\u00ednh x\u00e1c v\u00e0 ph\u00f9 h\u1ee3p c\u1ee7a n\u00f3. \u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 bao g\u1ed3m vi\u1ec7c \u0111\u00e1nh gi\u00e1 l\u1ea1i t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng th\u1ecb tr\u01b0\u1eddng v\u00e0 th\u1ecb ph\u1ea7n t\u01b0\u01a1ng \u0111\u1ed1i c\u1ee7a m\u1ed7i s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh v\u00e0 \u0111i\u1ec1u ch\u1ec9nh k\u1ebf ho\u1ea1ch h\u00e0nh \u0111\u1ed9ng cho ph\u00f9 h\u1ee3p.<\/span><\/p>\n

        H\u00e3y s\u1eed d\u1ee5ng ma tr\u1eadn t\u0103ng tr\u01b0\u1edfng BCG \u0111\u1ec3 \u0111\u1ecbnh h\u01b0\u1edbng chi\u1ebfn l\u01b0\u1ee3c v\u00e0 \u0111\u01b0a doanh nghi\u1ec7p c\u1ee7a b\u1ea1n ti\u1ebfn l\u00ean ph\u00eda tr\u01b0\u1edbc trong m\u1ed9t th\u1ecb tr\u01b0\u1eddng \u0111\u1ea7y c\u1ea1nh tranh. S\u1eed d\u1ee5ng ma tr\u1eadn BCG m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3, b\u1ea1n s\u1ebd c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c k\u1ebft qu\u1ea3 t\u1ed1t v\u00e0 \u0111em l\u1ea1i l\u1ee3i \u00edch l\u1edbn cho doanh nghi\u1ec7p c\u1ee7a b\u1ea1n.<\/span><\/p>\n

        \u00a0Xem th\u00eam:<\/strong><\/em><\/p>\n

        M\u00f4 h\u00ecnh 5W1H l\u00e0 g\u00ec? L\u1ee3i \u00edch v\u00e0 \u1ee9ng d\u1ee5ng c\u1ee7a 5W1H trong kinh doanh<\/strong><\/em><\/p>\n

        M\u00f4 h\u00ecnh SWOT v\u00e0 \u1ee9ng d\u1ee5ng trong kinh doanh<\/strong><\/em><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

        Michael E. Porter, m\u1ed9t trong nh\u1eefng chuy\u00ean gia chi\u1ebfn l\u01b0\u1ee3c h\u00e0ng \u0111\u1ea7u th\u1ebf gi\u1edbi, \u0111\u00e3 \u0111\u00e1nh gi\u00e1 cao l\u1ee3i \u00edch c\u1ee7a Ma tr\u1eadn t\u0103ng tr\u01b0\u1edfng BCG trong vi\u1ec7c \u0111\u1ecbnh h\u01b0\u1edbng chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m ho\u1eb7c \u0111\u01a1n v\u1ecb kinh doanh c\u1ee7a m\u1ed9t doanh nghi\u1ec7p.\u00a0<\/span><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[456],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/51068"}],"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=51068"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/51068\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=51068"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=51068"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=51068"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}