{"id":56016,"date":"2023-12-20T16:35:45","date_gmt":"2023-12-20T09:35:45","guid":{"rendered":"https:\/\/masterskills.org\/blog\/ma-tran-ansoff-bi-quyet-thanh-cong-cho-moi-doanh-nghiep.html"},"modified":"2023-12-20T16:35:45","modified_gmt":"2023-12-20T09:35:45","slug":"ma-tran-ansoff-bi-quyet-thanh-cong-cho-moi-doanh-nghiep","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/ma-tran-ansoff-bi-quyet-thanh-cong-cho-moi-doanh-nghiep.html","title":{"rendered":"Ma tr\u1eadn Ansoff \u2013 B\u00ed quy\u1ebft th\u00e0nh c\u00f4ng cho m\u1ecdi doanh nghi\u1ec7p"},"content":{"rendered":"
\n

L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 doanh nghi\u1ec7p ph\u00e1t tri\u1ec3n th\u00e0nh c\u00f4ng h\u01a1n? L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 doanh nghi\u1ec7p kh\u00f4ng b\u1ecb ph\u00e1 s\u1ea3n trong th\u1eddi \u0111i\u1ec3m kinh t\u1ebf kh\u00f3 kh\u0103n v\u00e0 c\u1ea1nh tranh kh\u1ed1c li\u1ec7t? Ma tr\u1eadn Ansoff ch\u00ednh l\u00e0 gi\u1ea3i ph\u00e1p t\u1ed1i \u01b0u nh\u1ea5t. \u0110\u00e2y l\u00e0 m\u1ed9t trong nh\u1eefng c\u00f4ng c\u1ee5 quan tr\u1ecdng, h\u1eefu \u00edch \u0111\u1ec3 gi\u00fap doanh nghi\u1ec7p \u0111\u1ecbnh h\u01b0\u1edbng chi\u1ebfn l\u01b0\u1ee3c kinh doanh, \u0111\u01b0a ra nh\u1eefng quy\u1ebft \u0111\u1ecbnh \u0111\u00fang \u0111\u1eafn v\u00e0 ch\u00ednh x\u00e1c h\u01a1n trong vi\u1ec7c ph\u00e1t tri\u1ec3n v\u00e0 m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng.<\/span><\/p>\n

Ma tr\u1eadn Ansoff l\u00e0 g\u00ec?<\/b><\/h2>\n

Ma tr\u1eadn Ansoff (Ansoff Matrix) l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 ph\u00e2n t\u00edch chi\u1ebfn l\u01b0\u1ee3c kinh doanh \u0111\u01b0\u1ee3c gi\u1edbi thi\u1ec7u b\u1edfi nh\u00e0 kinh doanh Igor Ansoff v\u00e0o nh\u1eefng n\u0103m 1950. Ma tr\u1eadn Ansoff c\u00f3 th\u1ec3 gi\u00fap doanh nghi\u1ec7p \u0111\u00e1nh gi\u00e1, l\u1ef1a ch\u1ecdn chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m v\u00e0 th\u1ecb tr\u01b0\u1eddng ph\u00f9 h\u1ee3p v\u1edbi m\u1ee5c ti\u00eau v\u00e0 kh\u1ea3 n\u0103ng c\u1ee7a doanh nghi\u1ec7p.<\/span><\/p>\n

\"Ma<\/p>\n

Ma tr\u1eadn Ansoff (Ansoff Matrix) l\u00e0 g\u00ec?<\/p>\n<\/div>\n

Ma tr\u1eadn Ansoff g\u1ed3m 4 chi\u1ebfn l\u01b0\u1ee3c:\u00a0<\/span><\/p>\n

    \n
  • Ph\u00e1t tri\u1ec3n th\u1ecb tr\u01b0\u1eddng (Market Development): Doanh nghi\u1ec7p t\u1eadp trung v\u00e0o vi\u1ec7c ph\u00e1t tri\u1ec3n th\u1ecb tr\u01b0\u1eddng hi\u1ec7n t\u1ea1i nh\u01b0 t\u0103ng th\u1ecb ph\u1ea7n, m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng\u2026<\/span><\/li>\n
  • Ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m (Product Development): Doanh nghi\u1ec7p t\u1eadp trung v\u00e0o vi\u1ec7c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m nh\u01b0: t\u1ea1o ra s\u1ea3n ph\u1ea9m m\u1edbi, t\u1ea1o ra bi\u1ebfn th\u1ec3 c\u1ee7a s\u1ea3n ph\u1ea9m hi\u1ec7n t\u1ea1i, n\u00e2ng c\u1ea5p s\u1ea3n ph\u1ea9m hi\u1ec7n t\u1ea1i, t\u1ea1o ra s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 k\u1ebft h\u1ee3p v\u1edbi s\u1ea3n ph\u1ea9m hi\u1ec7n t\u1ea1i \u0111\u1ec3 \u0111\u1ea1t m\u1ee5c \u0111\u00edch m\u1edbi nh\u01b0 ch\u1ea5t l\u01b0\u1ee3ng h\u01a1n, ti\u1ec7n l\u1ee3i h\u01a1n\u2026<\/span><\/li>\n
  • Th\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng (Market Penetration): Doanh nghi\u1ec7p t\u1eadp trung v\u00e0o vi\u1ec7c m\u1edf r\u1ed9ng s\u1ea3n xu\u1ea5t kinh doanh tr\u00ean th\u1ecb tr\u01b0\u1eddng m\u1edbi ho\u1eb7c \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng m\u1edbi, \u2026<\/span><\/li>\n
  • Ph\u00e1t tri\u1ec3n \u0111a d\u1ea1ng (Diversification): Doanh nghi\u1ec7p t\u1eadp trung v\u00e0o vi\u1ec7c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi \u0111\u1ec3 b\u00e1n tr\u00ean c\u00e1c th\u1ecb tr\u01b0\u1eddng m\u1edbi.<\/span><\/li>\n<\/ul>\n

    Xem th\u00eam:\u00a0M\u00f4 h\u00ecnh SWOT v\u00e0 \u1ee9ng d\u1ee5ng trong kinh doanh<\/strong><\/em><\/p>\n

    4 chi\u1ebfn l\u01b0\u1ee3c c\u1ed1t l\u00f5i c\u1ee7a ma tr\u1eadn Ansoff<\/b><\/h2>\n

    \u0110\u1ec3 ch\u1ecdn \u0111\u01b0\u1ee3c chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n ph\u00f9 h\u1ee3p, doanh nghi\u1ec7p c\u1ea7n hi\u1ec3u r\u00f5 c\u00e1c chi\u1ebfn l\u01b0\u1ee3c, k\u1ebft h\u1ee3p \u0111\u00e1nh gi\u00e1 v\u00e0 so s\u00e1nh c\u00e1c y\u1ebfu t\u1ed1 nh\u01b0 s\u1ee9c c\u1ea1nh tranh, kh\u1ea3 n\u0103ng t\u00e0i ch\u00ednh, th\u1ecb tr\u01b0\u1eddng ti\u1ec1m n\u0103ng v\u00e0 k\u1ef9 n\u0103ng s\u1ea3n xu\u1ea5t, \u2026 Trong ma tr\u1eadn ansoff c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing g\u1ed3m: Market Development, Product Development, Market Penetration, Diversification<\/span><\/p>\n

    \"Ma<\/p>\n

    Ma tr\u1eadn Ansoff g\u1ed3m 4 chi\u1ebfn l\u01b0\u1ee3c c\u1ed1t l\u00f5i<\/p>\n<\/div>\n

    Ph\u00e1t tri\u1ec3n th\u1ecb tr\u01b0\u1eddng (Market Development)<\/b><\/h3>\n
    \"Ph\u00e1t<\/p>\n

    Ph\u00e1t tri\u1ec3n th\u1ecb tr\u01b0\u1eddng (Market Development) l\u00e0 chi\u1ebfn l\u01b0\u1ee3c quan tr\u1ecdng trong ma tr\u1eadn Ansoff<\/p>\n<\/div>\n

    Ph\u00e1t tri\u1ec3n th\u1ecb tr\u01b0\u1eddng hi\u1ec7n t\u1ea1i l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c kinh doanh t\u1eadp trung v\u00e0o vi\u1ec7c t\u0103ng c\u01b0\u1eddng th\u1ecb ph\u1ea7n c\u1ee7a doanh nghi\u1ec7p b\u1eb1ng c\u00e1ch b\u00e1n th\u00eam s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 hi\u1ec7n c\u00f3 c\u1ee7a m\u00ecnh tr\u00ean th\u1ecb tr\u01b0\u1eddng hi\u1ec7n t\u1ea1i, bao g\u1ed3m c\u00e1c ho\u1ea1t \u0111\u1ed9ng:<\/span><\/p>\n

      \n
    • T\u0103ng c\u01b0\u1eddng qu\u1ea3ng c\u00e1o v\u00e0 khuy\u1ebfn m\u00e3i: Doanh nghi\u1ec7p t\u1eadp trung v\u00e0o vi\u1ec7c qu\u1ea3ng b\u00e1 s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a m\u00ecnh \u0111\u1ebfn kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng th\u00f4ng qua c\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o, khuy\u1ebfn m\u00e3i ho\u1eb7c gi\u1ea3m gi\u00e1 \u0111\u1ec3 thu h\u00fat v\u00e0 duy tr\u00ec kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i.<\/span><\/li>\n
    • T\u0103ng c\u01b0\u1eddng h\u1ed7 tr\u1ee3 kh\u00e1ch h\u00e0ng: Doanh nghi\u1ec7p t\u0103ng c\u01b0\u1eddng h\u1ed7 tr\u1ee3 kh\u00e1ch h\u00e0ng \u0111\u1ec3 t\u0103ng c\u01b0\u1eddng s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i. \u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 bao g\u1ed3m c\u1ea3i thi\u1ec7n d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng, t\u0103ng c\u01b0\u1eddng \u0111\u1ed9i ng\u0169 nh\u00e2n vi\u00ean h\u1ed7 tr\u1ee3 kh\u00e1ch h\u00e0ng ho\u1eb7c ph\u00e1t tri\u1ec3n c\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 h\u1ed7 tr\u1ee3 kh\u00e1ch h\u00e0ng m\u1edbi.<\/span><\/li>\n
    • \u0110a d\u1ea1ng k\u00eanh ph\u00e2n ph\u1ed1i: \u0110a d\u1ea1ng k\u00eanh ph\u00e2n ph\u1ed1i (k\u00eanh ph\u00e2n ph\u1ed1i truy\u1ec1n th\u1ed1ng ho\u1eb7c ph\u00e2n ph\u1ed1i tr\u1ef1c tuy\u1ebfn) t\u1ea1i th\u1ecb tr\u01b0\u1eddng hi\u1ec7n t\u1ea1i gi\u00fap doanh nghi\u1ec7p\u00a0 ti\u1ebfp c\u1eadn \u0111\u01b0\u1ee3c nhi\u1ec1u kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng h\u01a1n v\u00e0 t\u0103ng doanh s\u1ed1 b\u00e1n h\u00e0ng. V\u00ed d\u1ee5, Nike \u0111\u00e3 \u0111a d\u1ea1ng k\u00eanh ph\u00e2n ph\u1ed1i b\u1eb1ng c\u00e1ch t\u0103ng c\u01b0\u1eddng s\u1ef1 hi\u1ec7n di\u1ec7n tr\u00ean c\u00e1c k\u00eanh b\u00e1n h\u00e0ng tr\u1ef1c tuy\u1ebfn nh\u01b0 Amazon v\u00e0 Tmall. Theo b\u00e1o c\u00e1o c\u1ee7a Nike (2021), h\u1ecd \u0111\u00e3 c\u00f3 m\u1eb7t tr\u00ean h\u01a1n 20 k\u00eanh b\u00e1n h\u00e0ng tr\u1ef1c tuy\u1ebfn to\u00e0n c\u1ea7u.<\/span><\/li>\n
    • C\u1ea3i ti\u1ebfn s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5: Doanh nghi\u1ec7p t\u1eadp trung v\u00e0o vi\u1ec7c c\u1ea3i ti\u1ebfn s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 hi\u1ec7n c\u00f3 c\u1ee7a m\u00ecnh \u0111\u1ec3 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i v\u00e0 thu h\u00fat kh\u00e1ch h\u00e0ng m\u1edbi.<\/span><\/li>\n<\/ul>\n

      Ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m (Product Development)<\/b><\/h3>\n

      Ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m l\u00e0 m\u1ed9t trong b\u1ed1n chi\u1ebfn l\u01b0\u1ee3c trong ma tr\u1eadn Ansoff, n\u00f3 t\u1eadp trung v\u00e0o c\u00e1c ho\u1ea1t \u0111\u1ed9ng ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m bao g\u1ed3m t\u1ea1o ra s\u1ea3n ph\u1ea9m m\u1edbi, t\u1ea1o ra bi\u1ebfn th\u1ec3 c\u1ee7a s\u1ea3n ph\u1ea9m hi\u1ec7n t\u1ea1i, n\u00e2ng c\u1ea5p s\u1ea3n ph\u1ea9m hi\u1ec7n t\u1ea1i, t\u1ea1o ra s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 k\u1ebft h\u1ee3p v\u1edbi s\u1ea3n ph\u1ea9m hi\u1ec7n t\u1ea1i\u2026<\/span><\/p>\n

      C\u00e1c ho\u1ea1t \u0111\u1ed9ng \u0111\u1ec3 th\u1ef1c hi\u1ec7n ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m bao g\u1ed3m:<\/span><\/p>\n

        \n
      • T\u1ea1o ra s\u1ea3n ph\u1ea9m m\u1edbi: V\u00ed d\u1ee5, Apple \u0111\u00e3 gi\u1edbi thi\u1ec7u d\u00f2ng s\u1ea3n ph\u1ea9m iPhone 12 m\u1edbi v\u00e0o n\u0103m 2020. Ngay sau \u0111\u00f3, iPhone 12 \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t trong nh\u1eefng s\u1ea3n ph\u1ea9m smartphone \u0111\u01b0\u1ee3c b\u00e1n ch\u1ea1y nh\u1ea5t trong qu\u00fd IV\/2020, v\u1edbi kho\u1ea3ng 23% th\u1ecb ph\u1ea7n. (Counterpoint Research, 2021)<\/span><\/li>\n
      • T\u1ea1o ra bi\u1ebfn th\u1ec3 c\u1ee7a s\u1ea3n ph\u1ea9m hi\u1ec7n t\u1ea1i: V\u00ed d\u1ee5, Nestle \u0111\u00e3 t\u1ea1o ra nhi\u1ec1u bi\u1ebfn th\u1ec3 c\u1ee7a s\u1ea3n ph\u1ea9m s\u1eefa Milo nh\u01b0: Milo Nutri-Up, k\u1eb9o Milo, b\u00e1nh ng\u0169 c\u1ed1c Milo, s\u1eefa Milo u\u1ed1ng li\u1ec1n, s\u1eefa b\u1ed9t Milo\u2026 \u0111\u1ec3 ph\u1ee5c v\u1ee5 nhu c\u1ea7u c\u1ee7a c\u00e1c nh\u00f3m kh\u00e1ch h\u00e0ng kh\u00e1c nhau. Theo b\u00e1o c\u00e1o c\u1ee7a Euromonitor (2021), Milo l\u00e0 s\u1ea3n ph\u1ea9m s\u1eefa h\u1ea1t cacao h\u00e0ng \u0111\u1ea7u t\u1ea1i Vi\u1ec7t Nam v\u1edbi t\u1ef7 l\u1ec7 s\u1eed d\u1ee5ng h\u00e0ng ng\u00e0y c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00ean \u0111\u1ebfn 16,4%.<\/span><\/li>\n<\/ul>\n
        \"Chi\u1ebfn<\/p>\n

        Chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m gi\u00fap doanh nghi\u1ec7p ho\u00e0n thi\u1ec7n s\u1ea3n ph\u1ea9m hi\u1ec7n t\u1ea1i v\u00e0 cho ra m\u1eaft c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi t\u1ed1t h\u01a1n<\/p>\n<\/div>\n

          \n
        • N\u00e2ng c\u1ea5p s\u1ea3n ph\u1ea9m hi\u1ec7n t\u1ea1i: V\u00ed d\u1ee5, Toyota th\u01b0\u1eddng xuy\u00ean n\u00e2ng c\u1ea5p c\u00e1c d\u00f2ng xe c\u1ee7a m\u00ecnh \u0111\u1ec3 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 c\u1ea3i thi\u1ec7n ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m. Nh\u1edd v\u1eady, Toyota \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t trong nh\u1eefng nh\u00e0 s\u1ea3n xu\u1ea5t \u00f4 t\u00f4 h\u00e0ng \u0111\u1ea7u th\u1ebf gi\u1edbi v\u1edbi doanh s\u1ed1 b\u00e1n h\u00e0ng h\u01a1n 9 tri\u1ec7u xe v\u00e0o n\u0103m 2020 (Statista, 2021)<\/span><\/li>\n
        • T\u00e1i thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m hi\u1ec7n t\u1ea1i: T\u00e1i thi\u1ebft k\u1ebf l\u1ea1i s\u1ea3n ph\u1ea9m hi\u1ec7n t\u1ea1i c\u00f3 th\u1ec3 gi\u00fap doanh nghi\u1ec7p c\u1ea3i thi\u1ec7n t\u00ednh n\u0103ng, gi\u1ea3m chi ph\u00ed s\u1ea3n xu\u1ea5t v\u00e0 t\u0103ng t\u00ednh \u0111\u1ed9c \u0111\u00e1o c\u1ee7a s\u1ea3n ph\u1ea9m. V\u00ed d\u1ee5, Coca-Cola \u0111\u00e3 t\u00e1i thi\u1ebft k\u1ebf l\u1ea1i s\u1ea3n ph\u1ea9m n\u01b0\u1edbc gi\u1ea3i kh\u00e1t Dasani v\u00e0o n\u0103m 2020 v\u1edbi thi\u1ebft k\u1ebf m\u1edbi v\u00e0 t\u00ednh n\u0103ng b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng b\u1eb1ng c\u00e1ch s\u1eed d\u1ee5ng nh\u1ef1a t\u00e1i ch\u1ebf.\u00a0<\/span><\/li>\n
        • T\u00e1i ch\u1ebf s\u1ea3n ph\u1ea9m \u0111\u00e3 c\u0169: T\u00e1i ch\u1ebf s\u1ea3n ph\u1ea9m \u0111\u00e3 c\u0169 c\u00f3 th\u1ec3 gi\u00fap doanh nghi\u1ec7p t\u1eadn d\u1ee5ng l\u1ea1i s\u1ea3n ph\u1ea9m v\u00e0 gi\u1ea3m t\u00e1c \u0111\u1ed9ng c\u1ee7a vi\u1ec7c s\u1ea3n xu\u1ea5t m\u1edbi \u0111\u1ebfn m\u00f4i tr\u01b0\u1eddng. V\u00ed d\u1ee5, Apple \u0111\u00e3 b\u1eaft \u0111\u1ea7u ch\u01b0\u01a1ng tr\u00ecnh t\u00e1i ch\u1ebf iPhone v\u00e0o n\u0103m 2016, th\u01b0\u01a1ng hi\u1ec7u cho ph\u00e9p kh\u00e1ch h\u00e0ng tr\u1ea3 l\u1ea1i \u0111i\u1ec7n tho\u1ea1i c\u0169 \u0111\u1ec3 \u0111\u01b0\u1ee3c gi\u1ea3m gi\u00e1 khi mua iPhone m\u1edbi. Theo b\u00e1o c\u00e1o c\u1ee7a The Verge (2021), Apple \u0111\u00e3 thu \u0111\u01b0\u1ee3c h\u01a1n 14 tri\u1ec7u chi\u1ebfc iPhone c\u0169 th\u00f4ng qua ch\u01b0\u01a1ng tr\u00ecnh t\u00e1i ch\u1ebf v\u00e0o n\u0103m 2020.<\/span><\/li>\n<\/ul>\n

          Th\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng m\u1edbi (Market Penetration)<\/b><\/h3>\n

          M\u1edf r\u1ed9ng, th\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c kinh doanh t\u1eadp trung v\u00e0o vi\u1ec7c m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng th\u00f4ng qua c\u00e1c ho\u1ea1t \u0111\u1ed9ng nh\u01b0:<\/span><\/p>\n

            \n
          • Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng: Doanh nghi\u1ec7p t\u1eadp trung v\u00e0o vi\u1ec7c nghi\u00ean c\u1ee9u v\u00e0 t\u00ecm hi\u1ec3u th\u1ecb tr\u01b0\u1eddng m\u1edbi \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 t\u00ednh kh\u1ea3 thi v\u00e0 ti\u1ec1m n\u0103ng c\u1ee7a th\u1ecb tr\u01b0\u1eddng m\u1edbi \u0111\u00f3.<\/span><\/li>\n
          • T\u00ecm ki\u1ebfm \u0111\u1ed1i t\u00e1c v\u00e0 k\u00eanh ph\u00e2n ph\u1ed1i m\u1edbi: Doanh nghi\u1ec7p t\u00ecm ki\u1ebfm \u0111\u1ed1i t\u00e1c v\u00e0 k\u00eanh ph\u00e2n ph\u1ed1i m\u1edbi \u0111\u1ec3 \u0111\u01b0a s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a m\u00ecnh \u0111\u1ebfn kh\u00e1ch h\u00e0ng \u1edf th\u1ecb tr\u01b0\u1eddng m\u1edbi.<\/span><\/li>\n
          • T\u00f9y ch\u1ec9nh s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5: Doanh nghi\u1ec7p t\u00f9y ch\u1ec9nh ho\u1eb7c s\u00e1ng t\u1ea1o s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 m\u1edbi \u0111\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng \u1edf th\u1ecb tr\u01b0\u1eddng m\u1edbi.<\/span><\/li>\n
          • X\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb m\u1edbi: Doanh nghi\u1ec7p t\u1eadp trung v\u00e0o vi\u1ec7c x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb m\u1edbi \u0111\u1ec3 qu\u1ea3ng b\u00e1 s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a m\u00ecnh \u0111\u1ebfn kh\u00e1ch h\u00e0ng \u1edf th\u1ecb tr\u01b0\u1eddng m\u1edbi, bao g\u1ed3m c\u00e1c ho\u1ea1t \u0111\u1ed9ng qu\u1ea3ng c\u00e1o, khuy\u1ebfn m\u00e3i v\u00e0 ph\u00e2n ph\u1ed1i.<\/span><\/li>\n<\/ul>\n
            \"Th\u00e2m<\/p>\n

            Th\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng m\u1edbi l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c gi\u00fap doanh nghi\u1ec7p m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng v\u00e0 th\u1ecb ph\u1ea7n ph\u00e1t tri\u1ec3n<\/p>\n<\/div>\n

            \u0110\u1ec3 th\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng m\u1edbi th\u00e0nh c\u00f4ng, doanh nghi\u1ec7p c\u1ea7n ph\u1ea3i nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng m\u1edbi k\u1ef9 c\u00e0ng \u0111\u1ec3 hi\u1ec3u r\u00f5 v\u1ec1 c\u00e1c y\u1ebfu t\u1ed1 v\u0103n h\u00f3a, kinh t\u1ebf v\u00e0 ch\u00ednh tr\u1ecb trong khu v\u1ef1c \u0111\u00f3. C\u00e1c ho\u1ea1t \u0111\u1ed9ng ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m, ti\u1ebfp th\u1ecb, ph\u00e2n ph\u1ed1i c\u0169ng c\u1ea7n ph\u1ea3i \u0111\u01b0\u1ee3c \u0111i\u1ec1u ch\u1ec9nh \u0111\u1ec3 th\u00edch nghi ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u kh\u00e1ch h\u00e0ng \u1edf th\u1ecb tr\u01b0\u1eddng m\u1edbi.\u00a0<\/span><\/p>\n

            \u0110a d\u1ea1ng h\u00f3a (Diversification)<\/b><\/h3>\n

            Ph\u00e1t tri\u1ec3n \u0111a d\u1ea1ng l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c kinh doanh t\u1eadp trung v\u00e0o vi\u1ec7c m\u1edf r\u1ed9ng ho\u1ea1t \u0111\u1ed9ng kinh doanh sang nhi\u1ec1u l\u0129nh v\u1ef1c kh\u00e1c nhau, c\u00f3 th\u1ec3 li\u00ean quan ho\u1eb7c kh\u00f4ng li\u00ean quan\u00a0 \u0111\u1ebfn ho\u1ea1t \u0111\u1ed9ng kinh doanh hi\u1ec7n t\u1ea1i c\u1ee7a doanh nghi\u1ec7p. C\u00f3 hai lo\u1ea1i ph\u00e1t tri\u1ec3n \u0111a d\u1ea1ng:<\/span><\/p>\n

            Ph\u00e1t tri\u1ec3n \u0111a d\u1ea1ng li\u00ean k\u1ebft (Related Diversification):<\/i><\/b> Doanh nghi\u1ec7p m\u1edf r\u1ed9ng ho\u1ea1t \u0111\u1ed9ng kinh doanh c\u1ee7a m\u00ecnh v\u00e0o m\u1ed9t ho\u1eb7c nhi\u1ec1u l\u0129nh v\u1ef1c m\u1edbi c\u00f3 li\u00ean quan ho\u1eb7c g\u1ea7n nh\u01b0 li\u00ean quan \u0111\u1ebfn ho\u1ea1t \u0111\u1ed9ng kinh doanh hi\u1ec7n t\u1ea1i c\u1ee7a doanh nghi\u1ec7p. V\u00ed d\u1ee5, m\u1ed9t c\u00f4ng ty s\u1ea3n xu\u1ea5t xe h\u01a1i c\u00f3 th\u1ec3 m\u1edf r\u1ed9ng ho\u1ea1t \u0111\u1ed9ng kinh doanh b\u1eb1ng c\u00e1ch s\u1ea3n xu\u1ea5t xe t\u1ea3i ho\u1eb7c xe bus.<\/span><\/p>\n

            \"Chi\u1ebfn<\/p>\n

            Chi\u1ebfn l\u01b0\u1ee3c \u0111a d\u1ea1ng h\u00f3a gi\u00fap doanh nghi\u1ec7p m\u1edf r\u1ed9ng v\u00e0 th\u1ee9 s\u1ee9c v\u1edbi l\u0129nh v\u1ef1c kinh doanh m\u1edbi<\/p>\n<\/div>\n

            Ph\u00e1t tri\u1ec3n \u0111a d\u1ea1ng kh\u00f4ng li\u00ean k\u1ebft (Unrelated Diversification):<\/i><\/b> Doanh nghi\u1ec7p m\u1edf r\u1ed9ng ho\u1ea1t \u0111\u1ed9ng v\u00e0o l\u0129nh v\u1ef1c kinh doanh kh\u00f4ng li\u00ean quan \u0111\u1ebfn ho\u1ea1t \u0111\u1ed9ng hi\u1ec7n t\u1ea1i c\u1ee7a doanh nghi\u1ec7p. V\u00ed d\u1ee5, m\u1ed9t c\u00f4ng ty s\u1ea3n xu\u1ea5t th\u1ef1c ph\u1ea9m nh\u01b0ng l\u1ea1i m\u1edf r\u1ed9ng ho\u1ea1t \u0111\u1ed9ng kinh doanh c\u1ee7a m\u00ecnh b\u1eb1ng c\u00e1ch s\u1ea3n xu\u1ea5t d\u01b0\u1ee3c ph\u1ea9m ho\u1eb7c thi\u1ebft b\u1ecb y t\u1ebf.<\/span><\/p>\n

            Vi\u1ec7c ph\u00e1t tri\u1ec3n \u0111a d\u1ea1ng \u0111\u00f2i h\u1ecfi doanh nghi\u1ec7p ph\u1ea3i \u0111\u1ea7u t\u01b0 nhi\u1ec1u v\u00e0o nghi\u00ean c\u1ee9u v\u00e0 ph\u00e1t tri\u1ec3n, t\u00ecm hi\u1ec3u th\u1ecb tr\u01b0\u1eddng m\u1edbi, t\u1ea1o th\u01b0\u01a1ng hi\u1ec7u m\u1edbi, \u0111\u00e0o t\u1ea1o nh\u00e2n l\u1ef1c v\u00e0 ph\u00e1t tri\u1ec3n h\u1ec7 th\u1ed1ng cung \u1ee9ng m\u1edbi. V\u00ec v\u1eady, doanh nghi\u1ec7p c\u1ea7n xem x\u00e9t ngu\u1ed3n l\u1ef1c hi\u1ec7n c\u00f3 \u0111\u1ec3 c\u00e2n nh\u1eafc th\u1ef1c hi\u1ec7n, ph\u00e1t tri\u1ec3n c\u00e1c ho\u1ea1t \u0111\u1ed9ng kinh doanh \u0111a d\u1ea1ng trong khi v\u1eabn \u0111\u1ea3m b\u1ea3o hi\u1ec7u qu\u1ea3 kinh doanh v\u00e0 t\u0103ng tr\u01b0\u1edfng b\u1ec1n v\u1eefng v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 ng\u00e0nh h\u00e0ng hi\u1ec7n t\u1ea1i.<\/span><\/p>\n

            T\u1ea7m quan tr\u1ecdng c\u1ee7a ma tr\u1eadn Ansoff<\/b><\/h2>\n

            Ma tr\u1eadn Ansoff l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 qu\u1ea3n l\u00fd chi\u1ebfn l\u01b0\u1ee3c kinh doanh quan tr\u1ecdng, cung c\u1ea5p m\u1ed9t khung ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 v\u00e0 l\u1ef1a ch\u1ecdn c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m v\u00e0 th\u1ecb tr\u01b0\u1eddng. Ma tr\u1eadn n\u00e0y c\u00f3 nhi\u1ec1u l\u1ee3i \u00edch \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p, bao g\u1ed3m:<\/span><\/p>\n

              \n
            • Gi\u00fap \u0111\u1ecbnh h\u01b0\u1edbng chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m v\u00e0 th\u1ecb tr\u01b0\u1eddng: Ma tr\u1eadn Ansoff gi\u00fap doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m v\u00e0 th\u1ecb tr\u01b0\u1eddng ph\u00f9 h\u1ee3p nh\u1ea5t v\u1edbi nhu c\u1ea7u v\u00e0 m\u1ee5c ti\u00eau ph\u00e1t tri\u1ec3n c\u1ee7a doanh nghi\u1ec7p. Theo b\u00e1o c\u00e1o c\u1ee7a c\u00f4ng ty nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng Frost & Sullivan, chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n th\u1ecb tr\u01b0\u1eddng hi\u1ec7n t\u1ea1i \u0111\u00e3 gi\u00fap m\u1ed9t s\u1ed1 doanh nghi\u1ec7p t\u0103ng tr\u01b0\u1edfng doanh thu l\u00ean \u0111\u1ebfn 20% v\u00e0 t\u0103ng c\u01b0\u1eddng l\u1ee3i th\u1ebf c\u1ea1nh tranh tr\u00ean th\u1ecb tr\u01b0\u1eddng (Frost & Sullivan, 2017).<\/span><\/li>\n<\/ul>\n
              \"Ma<\/p>\n

              Ma tr\u1eadn Ansoff gi\u00fap doanh nghi\u1ec7p c\u00f3 chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n \u0111\u00fang \u0111\u1eafn h\u01a1n<\/p>\n<\/div>\n

                \n
              • T\u1ea1o ra s\u1ef1 \u0111a d\u1ea1ng cho s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p: Ma tr\u1eadn Ansoff gi\u00fap doanh nghi\u1ec7p t\u00ecm ra c\u00e1ch m\u1edf r\u1ed9ng ho\u1ea1t \u0111\u1ed9ng kinh doanh v\u00e0 ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi ph\u00f9 h\u1ee3p \u0111\u1ec3 t\u0103ng \u0111a d\u1ea1ng cho s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5. V\u00ed d\u1ee5: Nestl\u00e9 \u0111\u00e3 s\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi \u0111\u1ec3 m\u1edf r\u1ed9ng ho\u1ea1t \u0111\u1ed9ng kinh doanh c\u1ee7a m\u00ecnh. Trong n\u0103m 2019, Nestl\u00e9 \u0111\u00e3 gi\u1edbi thi\u1ec7u nhi\u1ec1u s\u1ea3n ph\u1ea9m m\u1edbi, chi\u1ebfm 32% doanh s\u1ed1 b\u00e1n h\u00e0ng c\u1ee7a doanh nghi\u1ec7p.<\/span><\/li>\n
              • T\u0103ng s\u1ef1 ph\u00e1t tri\u1ec3n v\u00e0 t\u0103ng tr\u01b0\u1edfng doanh nghi\u1ec7p: Ma tr\u1eadn Ansoff gi\u00fap doanh nghi\u1ec7p \u0111\u1ecbnh h\u01b0\u1edbng chi\u1ebfn l\u01b0\u1ee3c ph\u00f9 h\u1ee3p nh\u1ea5t v\u1edbi nhu c\u1ea7u c\u1ee7a th\u1ecb tr\u01b0\u1eddng v\u00e0 m\u1ee5c ti\u00eau c\u1ee7a doanh nghi\u1ec7p, t\u1eeb \u0111\u00f3 gi\u00fap t\u0103ng s\u1ef1 ph\u00e1t tri\u1ec3n v\u00e0 t\u0103ng tr\u01b0\u1edfng doanh nghi\u1ec7p. Theo McKinsey (2019), c\u00e1c doanh nghi\u1ec7p s\u1eed d\u1ee5ng ph\u01b0\u01a1ng ph\u00e1p ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi v\u00e0 m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng m\u1edbi \u0111\u00e3 \u0111\u1ea1t \u0111\u01b0\u1ee3c t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng cao h\u01a1n 33% so v\u1edbi c\u00e1c c\u00f4ng ty ch\u1ec9 s\u1eed d\u1ee5ng ph\u01b0\u01a1ng ph\u00e1p ph\u00e1t tri\u1ec3n th\u1ecb tr\u01b0\u1eddng hi\u1ec7n t\u1ea1i.\u00a0<\/span><\/li>\n<\/ul>\n

                \u1ee8ng d\u1ee5ng ma tr\u1eadn Ansoff trong doanh nghi\u1ec7p<\/b><\/h2>\n

                Ma tr\u1eadn Ansoff l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 ph\u00e2n t\u00edch chi\u1ebfn l\u01b0\u1ee3c quan tr\u1ecdng \u0111\u1ec3 c\u00e1c doanh nghi\u1ec7p c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh c\u00e1c ph\u01b0\u01a1ng \u00e1n ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m v\u00e0 th\u1ecb tr\u01b0\u1eddng. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 v\u00ed d\u1ee5 \u1ee9ng d\u1ee5ng ma tr\u1eadn Ansoff trong doanh nghi\u1ec7p:<\/span><\/p>\n

                Ph\u00e1t tri\u1ec3n th\u1ecb tr\u01b0\u1eddng hi\u1ec7n t\u1ea1i:<\/b><\/p>\n

                V\u00ed d\u1ee5: Theo b\u00e1o c\u00e1o c\u1ee7a Samsung n\u0103m 2020, c\u00f4ng ty \u0111\u00e3 t\u1eadp trung ph\u00e1t tri\u1ec3n th\u1ecb tr\u01b0\u1eddng hi\u1ec7n t\u1ea1i b\u1eb1ng c\u00e1ch t\u0103ng c\u01b0\u1eddng qu\u1ea3ng c\u00e1o v\u00e0 ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng th\u00f4ng qua c\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o tr\u00ean truy\u1ec1n h\u00ecnh v\u00e0 m\u1ea1ng x\u00e3 h\u1ed9i. K\u1ebft qu\u1ea3 l\u00e0, doanh s\u1ed1 b\u00e1n h\u00e0ng c\u1ee7a Samsung t\u1eeb c\u00e1c s\u1ea3n ph\u1ea9m hi\u1ec7n c\u00f3 \u0111\u00e3 t\u0103ng l\u00ean 221,6 t\u1ef7 USD v\u00e0o n\u0103m 2020, t\u0103ng 6% so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m tr\u01b0\u1edbc.<\/span><\/p>\n

                Ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi:<\/b><\/p>\n

                V\u00ed d\u1ee5: T\u1eadp \u0111o\u00e0n Apple \u0111\u00e3 \u00e1p d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi b\u1eb1ng c\u00e1ch gi\u1edbi thi\u1ec7u c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi nh\u01b0 iPhone, iPad v\u00e0 Apple Watch. N\u0103m 2020, Apple \u0111\u00e3 gi\u1edbi thi\u1ec7u c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi nh\u01b0 iPhone 12 v\u00e0 iPhone SE, iPad Pro v\u00e0 iPad Air, Apple Watch Series 6. C\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi n\u00e0y \u0111\u00e3 g\u00f3p ph\u1ea7n v\u00e0o t\u0103ng tr\u01b0\u1edfng doanh thu l\u00ean t\u1edbi 274,5 t\u1ef7 USD v\u00e0o n\u0103m 2020, t\u0103ng 10% so v\u1edbi n\u0103m tr\u01b0\u1edbc.\u00a0<\/span><\/p>\n

                M\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng m\u1edbi:<\/b><\/p>\n

                V\u00ed d\u1ee5: Theo b\u00e1o c\u00e1o c\u1ee7a Coca-Cola (2020), nh\u1edd x\u00e2y d\u1ef1ng ma tr\u1eadn Ansoff c\u1ee7a Coca-Cola, c\u00f4ng ty \u0111\u00e3 t\u0103ng c\u01b0\u1eddng \u0111\u1ea7u t\u01b0 \u0111\u1ec3 m\u1edf r\u1ed9ng th\u1ecb ph\u1ea7n sang c\u00e1c th\u1ecb tr\u01b0\u1eddng m\u1edbi nh\u01b0 Ch\u00e2u Phi v\u00e0 Trung \u0110\u00f4ng. K\u1ebft qu\u1ea3 l\u00e0, t\u1ef7 l\u1ec7 t\u0103ng tr\u01b0\u1edfng doanh thu c\u1ee7a Coca-Cola t\u1eeb c\u00e1c th\u1ecb tr\u01b0\u1eddng m\u1edbi \u0111\u00e3 t\u0103ng t\u1eeb 31% n\u0103m 2019 l\u00ean 42%.<\/span><\/p>\n

                Ph\u00e1t tri\u1ec3n \u0111a d\u1ea1ng:<\/b><\/p>\n

                V\u00ed d\u1ee5: Theo b\u00e1o c\u00e1o c\u1ee7a Alphabet (2019), c\u00f4ng ty \u0111\u00e3 t\u1eadp trung ph\u00e1t tri\u1ec3n theo chi\u1ebfn l\u01b0\u1ee3c \u0111a d\u1ea1ng b\u1eb1ng c\u00e1ch m\u1edf r\u1ed9ng kinh doanh sang c\u00e1c l\u0129nh v\u1ef1c m\u1edbi nh\u01b0: tr\u00ed tu\u1ec7 nh\u00e2n t\u1ea1o, xe t\u1ef1 l\u00e1i v\u00e0 s\u1ea3n xu\u1ea5t thi\u1ebft b\u1ecb \u0111i\u1ec7n t\u1eed. K\u1ebft qu\u1ea3 l\u00e0, doanh thu t\u1eeb c\u00e1c l\u0129nh v\u1ef1c m\u1edbi c\u1ee7a Alphabet \u0111\u00e3 t\u0103ng l\u00ean 155 t\u1ef7 USD v\u00e0o n\u0103m 2019, t\u0103ng 18% so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m tr\u01b0\u1edbc.<\/span><\/p>\n

                Ma tr\u1eadn Ansoff l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 \u0111\u1eafc l\u1ef1c gi\u00fap cho c\u00e1c doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh \u0111\u00fang h\u01b0\u1edbng ph\u00e1t tri\u1ec3n kinh doanh. S\u1eed d\u1ee5ng ma tr\u1eadn Ansoff, c\u00e1c doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111\u01b0a ra nh\u1eefng quy\u1ebft \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c hi\u1ec7u qu\u1ea3 v\u00e0 ph\u00f9 h\u1ee3p v\u1edbi b\u1ed1i c\u1ea3nh kinh t\u1ebf v\u00e0 th\u1ecb tr\u01b0\u1eddng, gi\u00fap t\u0103ng tr\u01b0\u1edfng doanh thu, t\u0103ng s\u1ee9c c\u1ea1nh tranh v\u00e0 \u0111\u1ea1t \u0111\u01b0\u1ee3c s\u1ef1 ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng.<\/span><\/p>\n

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

                \u1ee8ng d\u1ee5ng m\u00f4 h\u00ecnh PESTEL ph\u00e2n t\u00edch m\u00f4i tr\u01b0\u1eddng kinh doanh<\/strong><\/em><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

                L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 doanh nghi\u1ec7p ph\u00e1t tri\u1ec3n th\u00e0nh c\u00f4ng h\u01a1n? L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 doanh nghi\u1ec7p kh\u00f4ng b\u1ecb ph\u00e1 s\u1ea3n trong th\u1eddi \u0111i\u1ec3m kinh t\u1ebf kh\u00f3 kh\u0103n v\u00e0 c\u1ea1nh tranh kh\u1ed1c li\u1ec7t? Ma tr\u1eadn Ansoff ch\u00ednh l\u00e0 gi\u1ea3i ph\u00e1p t\u1ed1i \u01b0u nh\u1ea5t. \u0110\u00e2y l\u00e0 m\u1ed9t trong nh\u1eefng c\u00f4ng c\u1ee5 quan tr\u1ecdng, h\u1eefu \u00edch \u0111\u1ec3 gi\u00fap doanh nghi\u1ec7p \u0111\u1ecbnh h\u01b0\u1edbng chi\u1ebfn l\u01b0\u1ee3c kinh doanh, \u0111\u01b0a ra nh\u1eefng quy\u1ebft \u0111\u1ecbnh \u0111\u00fang \u0111\u1eafn v\u00e0 ch\u00ednh x\u00e1c h\u01a1n trong vi\u1ec7c ph\u00e1t tri\u1ec3n v\u00e0 m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng.<\/span><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[416],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/56016"}],"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=56016"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/56016\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=56016"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=56016"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=56016"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}