VanLuong.blogspot.com WorldShoe

7/31/2019 VanLuong.blogspot.com WorldShoe

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World Resources Institute

Sustainable Enterprise ProgramA program of the World Resources Institute

D N WORLD SHOE CA NIKE (A)

em li nim cm hng v ng lc cho tt c vn ng vin trn th gii.

--Phng chm ca cng ty-

Chng ti mun tr thnh nh cung cp trang phc v giy th thao cho tt c cc

vn ng vin trn ton th gii bt k h n t u. lm c iu trong mt nn

kinh t kh khn s l mt th thch to ln nhng khng km phn xng ng vi nhng

g chng ti s nhn c.

-- Tom Hartge, Gim c sn xut giy dp khu vcth trng mi ni.

Cu ni Hy lm cho ti mt i giy c ct ln trong mt bn hi ngh c Tom

Hartge mt tay k cu vi 17 nm trong ngh sn xut giy, tp on Nike pht biu. Tom

Clarke, ch tch ca cng ty trong nm 1998, tham gia cuc hp, xem bui thuyt trnh bo

co v cc con s lin quan n th trng tim nng Trung Quc - mt vin ngc th Chu

vi dn s khong 1,2 t ngi. ng ta cng bit trong rt nhiu ni trn th gii, bao gm c

Trung Quc, rt nhiu ngi khng c kh nng mua c nhng sn phm hin nay ca Nike.

Clarke khng mun nghe thm bt c li pht biu no na. ng ta mun c mt nguyn mu

sn phm u tin mt sn phm c bit c th bn c cho nhng nn kinh t mi ni.

Thch thc ca Nike l m rng th phn vi cc sn phm giy th thao bn p, d sn xut

v c bit l gi c ph hp. Bi vy, vi li nhn xt trn, Hartge, gim c sn xut ph trch

cc th trng mi ni, phi hp vi Alex Gajowskyj nh thit k giy ca hng, u nm

1998, bt u pht trin d n World Shoe, mt d n nhm n nhng th trng mi ni

Chu , Chu Phi v M Latinh.


2/26

Trong u nm 1999, nhng nh kho st u tin rt kh quan trong vic m chui

ca hng bn l trong d n World Shoe ti Trung Quc, cng nh Thi Lan, Indonesia,

Malaysia, Philippines v cc th trng khc tiChu v Chu M Latinh. Trung Quc,

mt cuc kho st marketing cho thy s gia tng v nhu cu v am m chi th thao, v c

khong 80 triu ngi Trung Quc vi thu nhp hng nm t 10,000USD n 40,000USD.

Thm vo , Nike cng i mt vi mt ss cnh tranh t nhng cng ty sn xut giy quc

t ln khc. Chui World Shoe c sn xut Trung Quc s dng nguyn liu ni a v cng

ngh sn xut ca Nike, iu s gip gim cc yu t nhp khu v gim chi ph sn xut.

Vic ct gim chi ph, cng vi vic p dng quy trnh sn xut hng lot s gip nhng nh

hng ln mi trng l khng ln, ng thi cho php ra i nhng sn phm vi chi ph thp,

ph hp vi phn khc th trng Trung Quc. Mt li ch khc na, l vic sn xut v s

dng cc ngun cung ng trong nc s gip to ra vic lm v gia tng thu nhp cho dn nia nhng ngi hin c sc mua thp. Vi gi bn l 15$/is gip gia tng lng khch

hng tim nng v m rng cc sn phm m Nike cung cp cho cc ca hng bn l Trung

Quc.

Tuy nhin, vo thng 1/2001, Hartge i mt vi mt vn tin thoi lng nan :

Doanh s ca World Shoe khng ng nh k vng. u tin, Nike i mt vi vic bn nhng

sn phm c li nhun bin thp (the concept of selling low-margin products). Ngay c vi gi

15$/i, nhng chic giy ny cng khng th cnh tranh vi nhng sn phm ni a gi r .Mt vn ln khc l c s h tng gii hn Trung Quc. Bi th, nhng chic giy Nike

khng th ph bin rng ri cho cc khch hng cc khu v c khc ngoi nhng khu vc m

cng ty m trc y ang bn cc sn phm cao cp. Cui cng, khng c bt k mt k hoch

marketing hay qung b g cho dng sn phm mi. Nhng chic giy ny ch c trng by

trong knh bn l hin ti m khng c bt k s gii thiu v qung co g. Trong 2 ngy,

Hartge s gp CEO Phil Knight v i ng qun l cp cao quyt nh xem c kt thc chui

sn phm non nt v thiu kinh nghim ny hay khng? Hartge ang khng bit lm th no

Knight tip tc ng h d n World Shoe y trin vng ny.

Tnh hnh chung ca cng ty:

Nike c nhn din l mt hng sn xut vinhng i giy bn chy nht (best

running shoes), Nike ng thi to nn xu hng thi trang cho gii teen v sn xut ra nhng


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i giy th thao cht lng cao cho cc vn ng vin ng cp th gii. Cng ty tr thnh

mt biu tng ca nn th thao trong mt k nguyn m cc vn ng vin c knh trng hn

bt k thi k no khc trong lch s.

Chim hn 45% th trng giy th thao M vo nm 2000

1

, cng ty pht trin vtbc trong vng 3 thp k, a li nhun t 60,000$ vo nm 1972 ln gn 9 t $ vo nm 2000.

Tuy nhin, trong sut 2 nm tr li y, li nhun ca cng ty rt ng tht vng. Ph lc 1 trnh

by li tnh hnh ti chnh ca Nike trong vng 10 nm. Nhng nn tng pht trin v nghin cu

vng chc, ngun cung ng quc t, v thng hiu vn ra ton cu l nhng yu t cho s

thnh cng ca Nike. Cng ty pht trin mt chin lc cnh tranh nng ct l thit lp

vic sn xut giy nhng khu vc c chi ph lao ng r, v sau xut khu sang nhng nn

kinh t giu c v pht trin hn.

Cu trc cng ty:

Vi hn 21,000 nhn vin ton th gii, cng ty c t chc thnh nhng b phn c

chia ra theo v tr a l v theo loi sn phm, iu to nn s chng cho trong trch

nhim v s hay thay i trong cu trc lnh o.V d, ngi qun l giy dp khu vc Chu

u phi chu s qun l ca c ph ch tch ph trch sn phm giy dp v ph ch tch ph

trch khu vc Chu u. Tuy nhin, li khng c bt k mt s giao tip chnh thc no gia

nhng ph ch tch qun l theo khu vc (US, Chu u, Chu - Thi Bnh Dng, v Chu

M Latinh) v ph ch tch ph trch sn phm (giy th thao, qun o, dng c). Trong trng

hp d n World Shoe, Hartge trin khai di s gim st ca Jerry Karver, ph ch tch ph

trch giy th thao v s hng dn ca Dan Loeb, qun l chung ca Nike Trung Quc. Ph lc

2 cho thy d n World Shoe ny trong cu trc qun l ca Nike.

M hnh tam gic pht trin bn vng

(The Triple Bottom Line)

Trong n lc m rng th phn ca mnh ra ton cu, Hartge v Gajowskyj bit rng cngty khng th ch xem xt mi tnh hnh ti chnh ca cng ty, m cn v cc vn v mi

trng v x hi na, Nhng ngi khc trong t chc cng nhn ra iu . Quay quanh Nike,

l nhng khi nimv pht trin bn vng, hoc khi nimkh nng ca th h hin ti c

1 Available atwww.hoovers.com
http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/http://www.hoovers.com/


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p ng nhu cu m khng gy tn hi n kh nng ca th h trong tng lai lm iu tng

t2. Nhng khi nim v t tng ny c bit n rng ri trong nhn vin, nh vo vic

tuyn truyn v gio dc ca b phn Trch nhim doanh nghip (Corporate Responsibility

department) cho ton th nhn vin v m hnh tam gic pht trin bn vng (Triple bottom

line).Nhng nh qun l cp cao ca Nike bit rng h phi tr li cho nhng c ng v c cho

cng chng bit v s th hin ca cng ty trong 3 lnh vc: kinh t, mi trng v x hi. V h

p dng nhng chnh sch mc tiu bn vng cho tng thi k kinh t nh th no.

Kha cnh kinh t(The Economic Bottom Line)

Vic gim doanh thu, li nhun v gi chng khon gy nn nhng kh khn v kinh

t cho Nike t cuc khng hong nm 1998. Xu hng thi trang M v Chu u thay i,dn n nhng sn phm sneaker (i giy m dng trong mn qun vt) b mt th phn v ta y

nhng i giy nu v nhng chic qun pants thng thnh mt mi lc by gi. Th trng

M v Chu u chim 83% tng li nhun ca cng ty, trong khi khu vc Chu -Thi Bnh

Dng chim 11% v Chu M Latinh chim 6%. Ph lc 3 s cho thy s gim st v li

nhun ca tng khu vc t nm 1998 n 2000. Nike nhn ra cng ty cn thit phi cn bng v

m rng vic bn hng ra cc th trng ton cu.

Bn cnh , cuc khng hong Chu ging mt n mnh vo nn kinh t, ngthi lm gia tng ri ro ca vic cng ty qu tp trung vic bn hng th trng cc nc

Phng ty.Vic sn xut ca Nike i mt vi nhng iu kin mi: vic sn xut giy Chu

chuyn t li th chi ph thp sang mt v th mang tnh ri ro. Trong thng 7/1998, cng ty

cng b mt khon l trong qu 4 vo khong 67.7 triu$, khonl trong qu u tin trong 13

nm. Vi vin cnh khng my tt p v ti chnh v s thay i trong xu hng thi trang ca

th gii lm gim kh nng bn hng ca Nike, to nn mt chu k kinh t xung dc theo

ng xon c.

2 tm hiu thm v khi nim ny, xem World Commission on Environment and Development. Our CommonFuture (NY: Oxford University Press, 1987)


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Kha cnh x hi(The Social Bottom Line)

Cng lc , xut hin s thiu tin tng vo vic lm, lng thp, v iu kin lm vic

km ti nhng x nghip hp ng ca Nike Chu lm dy ln nhng p lc ln ca quct i vi vn pht trin bn vng ca cng ty. S phn i ca sinh vin, cc t chc cng

on, v cc chng trnh truyn hnh ln, nh knh 20/20, u xoy su vo vic ch ra du

hiu c trng ca Nike: l s dng lao ng quc t r mt. Nike tr thnh, theo c ngha

en v ngha bng, l mt cng trng m hi nc mt.

Sau rt nhiu nhng ch trch, Nike gii quyt nhng vn ny bng cch to ra nhng

s thay i ln i vi tnh hnh lao ng v lm vic ca cng ty. u tin, cng ty ban hnh

mt h thng gim st ton cu cho tt c nhng x nghip hp ng ca mnh, s dngnhngkim ton ni b v c cng ty kim tonc lp, Ernst & Young v Price Waterhouse Coopers.

Cc x nghip ny c kim ton lin tc nhm m bo vic tun th B quy tc o c ca

Nike (Nike Code of Conduct), mt chnh sch v vn lao ng, v c dch ra nhiu th

ting cho nhng cng nhn bn a.

Da vo bng iu tra thc hin vo thng 7/2000, vic tun th b quy tc ny ca Nike

dn n s gia tng sc tiu th ca th trng. Rt nhiu nhng tp on sn xut quc t ln

khc, cng hc c t Nike, v bt u ch hn v vn lao ng. H nhn thy nhngtiu chun cao t Bn quy tc ca Nike, v bi vy cm thy an ton khi lm vic trong mi

trng ny vh chp nhn nhng thc o trongbn quy tc . Hn na, nhng nh qun l

doanh nghip bo co rng x nghip tr thnh mt ni tt hn lm vic sau khibn quy

tc c p dng, thng qua vic nng cao tinh thn lm vic ca cng nhn v to nn mt mi

trng lm vic sch v trong lnh hn.

Nike cng ng thi tr thnh thnh vin ca Hip hi lao ng FLA (Fair Labor

Association), mt t chc phi li nhunlin kt vi nhng t chc cng on chng li cc cngtrng h khc, bo v quyn li con ngi v doanh nhn. T chc FLA yu cu tt c cc

thnh vin a ra nhng hng dnc thbn cnh bn quy tc o c ca mnh, bao gm mc

tiu chun lng ti thiu v phi tui lm vic ti thiu l 15. Thm vo , Nike gip

sng lp ra Global Alliance mt t chc linhip gm c International Youth Foundation, the


6/26

MacArthur Foundation, the World bank v Mattel tt ccng hng n vic ci thincuc

sng cho cng nhn cc nc mi ni.

Cui cng, trong thng 7/2000, Knight cngvi Lin hip Quc,phi hpvi nhng

doanh nghip sn xut a quc gia khc nhm tn thnh mt tiu chun quc t v chnh sch viu kin cho ngi lao ng. Mc d s tn km cho vic u t nhng tiu chun ny trong

nhng tp on v nhng x nghip hp ng, tuy nhin, Knight tin rng iu ny s gip to ra

nhng tiu chun xhi v h thng gim st doanh nghip c cng nhn trn ton th gii

i vi vn v lao ng.

Bn cnh vic ni v trch nhim i vi vn lao ng (labor practices), Nike cng t

ho l mt thng hiu ni ting v o c doanh nghip. V d nh, nm 1994 Nike tng

tung ra d n ti s dng giy vi nhng mt hng giy dp li thi, khng cn c a

chung vi khong 2 triu i mi nm. Cc nh i l bn l ca Nike thu gom cc lo i giy

(khng phn bit nhn hiu) v vn chuyn n Oregon, ni m Nike xay v tch cc nguyn

liuphc v cho vic ti ch. Thng qua quan h i tc vi cc cng ty trong lnh vc sn xut

cht liu b mt dng c th thao, cht cao su bn ngoi giy dp v cht to bt c a

vo chu trnh sn xut lp b mt nhn to ca cc dng c th thao. Li nhun t nhng n v

kinh doanh ny c dng ng gp cho qu sng lp Nike v qu phc li ca cc n v

sn sut b mt dng c th thao.

Hnna, vic kt hp cc nguyn tc v bn s hng n cc tng v nghin cu

v pht trin sn phm, c bit i vi tng b phn ca giy dp. Mt thay i gn y l vic

loi b, khng s dng loi keo c dung mi d thm nc trong cc cht keo dnh trn cc sn

phm giy dp. Cc nh thit k giy dp cng bt u nh gi nguyn mu mi ca h da

vo bng chm im bn sn phm. B phn pht trin bn giy dp cng thit lp mc

tiu xa hn na l sn xut cc sn phm khng c hi, khng c cht thi v chu trch nhim

100% vi cc sn phm ca cng ty.

Cng ty c bc tin ln trong vic duy tr nhng quan im ny trong vic m rng

Beaverton, Oregon, his chnh ca Nike. Hn na, nhiusng kin c a rada trn cc

nguyn l pht trin bn vngcng c ph cp cho nhn vin cng nhau thc hin. c

t ra bi Shambala, hot ng ca d n bao gm vic khuyn khch cc nhn vin i chung xe

n ni lm vic, dng ly giy ung caf thay v ly bng s.


7/26

Mi bn tm gia nhng n lc ca Nike

Kh tm vi tnh trng tr tr trong th trng s cp v cc vn mc sng thp ca

ngi lao ng, Nike cn mt hng i mi cho s tng trng. Nike bit rng cc nc mi ni

s l mt th trng tim nng khng l, m c bit l Trung Quc nu h m rng c snchi cc quc gia ny. Tuy nhin, nhng sn phm sn c ca Nike Trung Quc thuc dng

cc sn phm giy dp cao cp v dng sn phm may mc t tin ging nh khi bn th

trng M v Chu u. Nh vy mi bn tm ch yu l mu hnh kinh doanh. Trong khi c

khong 180 triu i giy c bn ra hng nm, th nhng cng nhn lm ra cc sn phm

li khng sc mua chng cng nh i vi phn ng ngi tiu dng Trung Quc, chnh v

vy nhng i giy ny l qu t c th chim lnh c th trng ni a. Vy cu hi t

ra l lm th no tip cn vi th trng ny?

Trung Quc: i tc sn xut hay th trng tiu th?

Trong mt chuyn tham quan sn bng v cu lng ti trng i hc Thnh ,

Trung Quc, Hartge v Gajowskyj rt ngc nghin khi thy rng khng mt ai trong s h ng

trm vn ng vin y s dng bt k sn phm no ca Nike. Cc vn ng vin chi th

thao hu nh mang nhng i giy vi rt mn v r tin. Hai ng pht hin ra rng cc vn ng

vin chi th thao t 2-4 ngy trong tun s thay t 6-8 i giy trong mt nm. Mt vi i c

v t hn, khng phi cht liu vi v c thng hiu t cc hng giy phng Tynm bn

cnh ng qun o ngoi sn nhng ch dng cho vic i chi sau khi chi th thao trn sn,

cn lc chi h vn mang nhng i giy c.

Ngoi cc quan st kh n gin, h cng tin hnh nghin cu thng k nhu cu th

trng giy th thao. Theo mt cuc nghin cu ca Nike th trng th thao ca Trung Quc,

86% ngi c phng vn tham gia chi th thao, iu c th din dch ra l c hn 1 t

ngi tp th thao Trung Quc. Hn 49% ngi c kho st i xe p, cng l phng tin

giao thng chnh quc gia ny. Ngoi i xe p v chy, cu lng c kho st l mt trong

cc mn th thao c chi nhiu nht Trung Quc. Theo nghin cu ny, 35% s ngi trong

tui t 10 tui tr ln chi mn th thao ny t nht 1 ln 1 nm, con s tuyt i s l 336

triu ngi chi, r rng y l con s m Hartge khng th b qua. Ph lc 4 trnh by nhng

hot ng th thao ch yu ca ngi dn Trung Quc. Hartge thy c mt li th gp i ca

d n World Shoe. u tin, d n ny cho thy mt vin cnh tng trng. Nhng mt iu


8/26

cng khng km phn quan trng l hnh nh thng hiu ca Nike, ngha ca iu ny c th

thy nhng nh hng trong m hnhtam gic pht trin bn vng (Tripple bottom line). Th

nht, n to thm thu nhp khu vc m cng ty sn xut hot ng. Th hai l vic pht trin

mt sn phm vi mc gi phi chng v ph hp vi nhu cu ca i a s ngi tiu dng

Trung Quc.

Mt m hnh kinh doanh mi

khai thc th trng pht trin ny, Nike cn mt chin lc kinh doanh mi. M hnh

kinh doanh truyn thng vi vic xut khu v tip th sn phm giy dp nhng th trng

hng u mt cch n gin s khng cn ph hp mang li thnh cng vi phn khc th

trng mi ny. Nhu cu khch hng v sc mua l khc nhau nn cc nh bn l khng th hot

ng mt cch tng t nh th trng pht trin, mt khc chi ph sn xut v nguyn vt liu

cng cn phi nh gi li mt cch nghim tc.

Nm 1996, trc khi Hartge a ra hi ng qun tr d n giy World Shoe, mt i c

nhim c lp ra th trng mi ni a ra k hoch gia nhp vo th trng ny. Nhim

v chin lc ca h l gia nhp th trng v to ra doanh thu bng cch thm nhp nhng th

trng m hin ti Nike khng c sc nh hng. Mc tiu ton cu ch l quan nim, ni bt

u thc hin l khu vc ni a. i c nhim c quy t tnhiu b phn khc nhau: b

phn ph trch giy dp, b phn sn xut, b phn lp k hoch chin lc v b phn ph trch

giy dp quc t. H kim tra tnh hnh sn xut, cc n t hng cng nh chnh sch phn

phi hin ti ca cng ty v son tho m hnh kinh doanh mi cho cc th trng mi ni. K

hoch mi bao gm cc khu hiu nh ni a dng hng ni a, pht trin sn xut sn phm

da trn s hp tc vi cc nh my trong nc v h thng phn loi th trng mc tiu xc

nh phn khc thch hp.

Sn xut theo phng thc ni a dng hng ni

Sn xut theo phng thc ni a dng hng ni l mt phn trong m hnh kinhdoanh mi. Khi nim ny c nh ngha l sn xut trong nc s mang li chi ph thp nht

cho th trng mi ni. Dng giy World Shoe c th c sn xut cc nh my ca Nike

Trung Quc bng cch s dng cc nguyn vt liu sn c a phng c mua bng ng

ni t. Tip tc theo ui k hoch ny s gip tit kim chi ph vn chuyn, loi b thu nhp

khu v cc chi ph lu kho ca dng giy World Shoe so vi cc dng sn phm khc ca Nike.


9/26

Vic tm ngun cung ni a cng chp hnh cc quy nh ca Chnh Ph Trung Quc l cng

ty c php mua nguyn liu ni a nu nh sn xut bn hng cho ngi tiu dng trong

nc. Giy php nhp khu nguyn liu th khng cp cho cc cng ty a quc gia sn xut

trong nc v bn hng trong nc. M hnh ny va c ngha kinh t va n lc h tr cho

m hnh tam gic pht trin bn vng (The tripple bottom line)bng cch tm kim ngun

nguyn liu t mt phm vi rng hn cc cng ty ni a.

Thit k sn phm v pht trin

Ngc li vi k thut truyn thng ca Nike l nh thit k s to ra mt mu th

nghim v sau nh my s a vo sn xut v tm ra phng thc sn xut tit kim chi ph

nht. i thit kdng sn phm giy World Shoe s kt hp vi nh my sn xut. Nhng thit

k ca cc k s Chu s phi ph hp vi yu cu cht lng cng nh yu cu v thi gian

sn xut v s tn km trong sn xut.

Khng c thit k tinh xo nh cc sn phm giy c bn th trng Phng Ty,

sn phm giy c thit k vi ming ltn hi chng cht thi v ngoi Waffle truyn

thng ca Nike. Nhng iu chng ta ang lm ging nh nhngcng vic u tin ca Bill

Bowerman, ngi ng sng lp NikeHartge ni. Ci hay ca d n ny l chng ta s tr li

vi giy Waffle truyn thng, mang cng ngh v lc m n nhng ngi cha mt ln tri

nghim n. Hn na, khng ging nh cc sn phm sn xut theo thi v ca Nike (cc sn

phm c thitk cho 3 ma r rt: ma thu, ma ng v ma xun), dng sn phm giy

World Shoe s c sn xut cho mt ma, do s c tui i di hn.

Mc d khng c s dng cho tt c cc sn phm trong dng giy World Shoe,

Gajowskyj v cc nh thit k khc khm ph ra cch lm th no thc hin mt k thut

gi l tessellation cho dng sn phm giy World Shoe (cng nh cc dng sn phm giy

khc). Thit k ny c da trn s kt hp an xen ca tng phn cc mu hnh khc nhau v

do c th lm gim ng k ph thi vt liu hay chi ph nguyn vt liu.

gim nh hng n mi trng, Nike ct gim cc hp ng giy truyn thng.

Hp catton truyn thng tc gi tr s dng v khng thn thin vi ngi bn l Trung Quc.


10/26

Thay vo , mt i giy World Shoe s c ng vo ti c rt dy v c th gp i

nh mt ba l nh, ti to c mt c hit ln Hartge ni. ti bao gm trong gi v l

mt sn phm thit thc, ph hp vi mc tiu sn xut ni a tiu dng ni a ca chng ti

Phn loi th trngBn cnh k hoch mi v thc t sn xut, Nike i mt vi vn xc nh th t

u tin cc th trng mi ni thm nhp. H chia cc th trng tim nng thnh 5 loi i

khi da vo dn s v ngang gi sc mua (PPP).

Loi mt bao gm cc th trng ln pht trin c xc nh l c dn s nhiu hn

50 triu ngi v PPP ln hn $20,000. Loi ny bao gm M v Nht Bn. Loi hai, cc th

trng nh pht trin, bao gm cc quc gia nh c v Hng Kong, loi ny c dn s nhiu

hn 15 triu ngi vi $20,000 PPP. Trung Quc thuc loi ba: ang pht trin vi tim nngln, c dn s 1 t ngi v PPP trung bnh l $2,000.

Nike cn phn th trng thnh 2 loi na: Loi bn tim nng gii hn, v Loi nm

ri ro cao, thu nhp thp. H thng phn loi ny c xc nh c th hn trong ph lc 5 .

Xc nh th trng loi 1 gn nh bo ha, v nhn ra c nhng phc tp v kh khn

ca vic iu hnh trong cc th trng loi bn v nm, mc tiu ca Nike l hng n nhiu

ngi tiu dng hn th trng loi ba. Nike nhn ra rng rt nhiu ngi tiu dng th

trng loi ba quen vi vic chi th thao trong cc i giy vi r tin v cng tr mt cigi kh thp cho cc i giy th thao. Chng hn, cng ty thy rng gn 78% cc i giy th

thao c bn Trung Quc c gi t $1 n $30. Cc i giy gi cao ca Nike b l phn

ln th trng tim nng ny. Ph lc6 cho thy cc mc gi khc nhau v s tham gia ca Nike

vo th trng giy dp Trung Quc nm 1998. Vi k hoch kinh doanh ha hn l c chi ph

thp hn, Nike chun b cnh tranh trong th trng bn l vi gi thp.

Vi kinh nghim tng lm vic cc nn kinh t mi ni M La Tinh, Hartge l mt ng

c vin thch hp dn dt k hoch ny. Vo u nm 1998, Hartge tip qun vn phngmi ca cng ty v lc lng c nhim gii tn. Vi mt gim c lm vic ct lc v mt

k hoch kinh doanh chuyn nghip, Nike dng nh d dng ginh c mt th phn quan

trng ca th trng Trung Quc.


11/26


12/26

C cu chi ph

Chi ph c bn ca dng World Shoe quyt nh n thnh cng ca cng ty. Khch

hng c thu nhp thp v s cnh tranh trong ngnh cng nghip giy gy p lc ng k lngi bn l, buc World Shoe phi kim sot chi ph mt cch k lng. Vic thit k sn xut v

thc tin sn xut ni a dng hng ni a b ct gim, kt qu l chi ph gin tip, vt liu

v lao ng thp hn ng k. Gi xut kho ca Series 100 v Series 400 tng ng khong 5

USD v 9.5USD. Mt so snh v chi ph ca mt i giy Series 100 World Shoe vi mt i

giy Nike trung bnh c trnh by trong bng 2.


13/26

Nhng th thch

Trong thng 1 nm 2001, Hartge v nhm ca ng bn c khong 404.520 i giy

World Shoes cho cc khch hng Trung Quc. C ba vn chnh lm cho doanh s khng c

nh mong i. u tin, s nn ch trong ni b ca d n (organizational disincentives), bao

gm c li nhun bin k vng cng nhc, lm cc nh bn l chy theo s ha hn ca cc th

trng kinh t mi ni: li nhun bin nh nhng doanh s cao. World Shoe c nh gi cao

v khng th cnh tranh vi cc sn phm gi r trong nc. Th hai, s tn nhim vo h thng

phn phi hin c ca Nike hn ch kh nng xm nhp vo phn khc th trng ny nh d

nh ca Hartge. Th ba, khng c mt k hoch marketing chnh thc no qung co dngsn phm giy mi ny n cc nh bn l hin ti v tng lai. Liu rng d n World Shoe c

th tn ti hay khng?

Nhng s nn ch trong ni b

Hin nhin, Nike nm ly con ng i vo th trng Trung Quc. Mt m hnh kinh

doanh mi c to ra, Hartge v nhm ca ng thc hin n bng ton b thi gian v sn

phm ang c bn. Tuy nhin, cc mctiu ti chnh ca cng ty v cc cng thc nh gi

khng c thit k khch l s tng trng ca cc sn phm nh World Shoes. V d, Dan

Loeb, qun l chung ca Nike Trung Quc, k vng tng thm mt t l phn trm c trng

(50 im c bn) i vi dng sn phm thp nht ca Nike, khng cn ch ti s lng giy

c bn ra. ph hp vi mc tiu ny, s c nhiu ngha v mt kinh t hn khi tp trung

vo cc sn phm c t sut sinh li cao, ngc li vi d n World Shoe. Xa hn na, mt vi


14/26

ngi ang lo lng v thit k v cu trc n gin ca World Shoe s lm cho vn nn hng gi

hin ti tng ln. H lo ngi rng i giy qu d dng lm gi.

nh gi v cnh tranh.

Chi ph sn xut ca dng sn phm World Shoe va cnh tranh trn th trng.Tuy nhin, theo nh Hartge v nhm ca ng hc c, m hnh kinh doanh mi cho cc th

trng mi ni khng lm bin i m hnh li nhun bin ph hp vi mi trng mi.

Sn phm chi ph thp ny c nhgi bng cng thc nh gi dng cho ton b cc sn

phm giy ca Nike. Tng cc phn trm li nhun cho Series 100 v Series 400 ln lc l 50%

v 30%. Do , cc sn phm ca d n World Shoe, trong khi r hn cc sn phm khc ca

Nike, vn b nh gi cao so vi cc sn phm cnh tranh.

Trn thc t, tng doanh thu bn l ca ba cng ty Nike, Reebok v Adidas nh hn hainhn hiu ph bin ca Trung Quc, Kangwei v Li Ning. Bng 3 m t doanh thu ca hai nhn

hiu ny trong nm 1999. Cc i th cnh tranh Trung Quc khng nhng c c cu chi ph

thp v gi bn l thp m h cn t mc tiu hng n th trng i chng rng ln, khng

ch l cc khch hng thng lu. Gi bn l ca cc cng ty ni a t 3$ n 30$. Hn thna,

Li Ning, mt cng ty c t tn theo hun luyn vin th dc ni ting ti Th vn hi Trung

Quc, c mt chng trnh tip th rng khpTrung Quc tng t nh ca Nike.H k

hp ng vi cc vn ng vin quc gia, thc hin nhng chin dch qung co v bn sn

phm ca mnh trong bao b bt mt. i th cnh tranh ny ca Nike tm cch m rng

ton cu. Ti th vn hi 2000 Sydney, c, khng ch cc i th dc dng c Trung Quc m

cn cc i t Php cng xut hin trongcc sn phm mang thng hiu Li Ning ca h. Li

Ning i din cho i th cnh tranh ln nht ca Nike ti th trng Trung Quc

Bng 3: Doanh thu bn l giy th thao Trung quc nm 1999


15/26

Hng gi

Cc sn phm giy dp v may mc gi mo nhn hiu Nike trn ngp Trung Quc. Nike

c tnh rng trong nm 1998, khong 2.250.000 i giy gi c bn, chim 70 triu USD

doanh s bn hng. Dng giy World Shoe c th a ra mt gii php tim nng cho vn nyvi mtmc gi thp hn. Nhng, iu ny tri ngc vi trit l th trng mi ni ca Nike,

chnh yu culi nhun k vng bin cao ca Nike ngn cn nhiu bc tin trong vic loi

b hng gi.

Sn sng hng ti cc th trng mc tiu

Mc d vic s dng cc mng li sn xut v cc knh phn phi hin c gim chi

ph tm kim i tc mi, tuy nhin d n World Shoes khng ph hp vi mng li ny mt

cch d dng nh Hartge tng hy vng.

c im bn l v mng li phn phi:

Khng ch v nhng i giy c gi qu cao v k vng li nhun khng linh hot, Nike

khng sn sng cho th trng tiu dng mc tiu ca mnh. Nhng sn phm giy dp cao

cp ca Nike c bn cho cc nh bn l trong khu vc trung tm Thng Hi, Bc Kinh v

Qung Chu, cng l ni m cc nh sn xut ca cngty ta lc. Nhm World Shoe cng da

vo cc knh phn phi truyn thng ca Nike asn phm n nhng ngi bn l trong

cc khu vc ny. Trung tm phn phi Thng Hi cung cp nhng i giy World Shoe, cngvi tt c cc loi giy dp khc ti nhng ca hng bch ha chnh quyn, nhngca hng

chuyn bn th thao, v cc ca hng bn l ca Nike trong ba thnh ph ln. V vy, mt i

giy World Shoe 15$ c th nm trn mt chic k k bn mt i giy Air Mac 150$. Trong khi

mt vi lp lun cho rng iu ny s cung cp mt lot cc phong cch v gi c khc nhau cho

khch hng, cn Hartge th tin rng v tr t nh vy s gynhm ln i vi khch hng ln cc

nh bn l. Hai dng sn phm ny tm phn khc mc tiu tri ngc nhau, nhng lic

bn thng qua cc knh bn l ging nhau, thng thng l nm trongcc chui ca hng bn lln.

iu th v l chui ca hng ln tiTrung Quc c doanh thu chim t hn 3% gi tr

tng mc bn l.Hu ht cc mt hng tiu dng c bn thng qua cc ca hng nh ca gia

nhvi kh nng lu tr hn ch i km vimc hng tn kho thp. Trong thc t, mt nghin


16/26

cu c tnh c khong 9 triu ca hng nh th, cc ca hng c s hu c lp ny ti

Trung Qucb hn ch v vn v thng chim t hn 300 feet vung.

Tuy nhin nhngnh bn l ny gp kh khn thm nhp th trng v mt vi l do.

Th nht, h tri rng khpc nc nhng cc k phn tn. Th hai, bi v khu vc lu tr nh nn hu ht cc ca hng duy tr mt tm l gi hng. Do vic h khng mun mang theo mt

xe ti ch cha ton 100 i giy nam gii kch thc size 9 hiu Serie 100 l mtv d. V vy,

Hartge v nhm ca ng khi Trung Quc c mt thi gian kh khn thuyt phc cc nh

bn l a phng chp nhn cc phng php phn phi truyn thng ca Nike cho dng giy

dp li nhun thp ny. gim nh vn ny, trong mt s trng hp, cc nh bn l c th

li xe n nh my gn nht sn xut dng giy World Shoe ly mt s hp v sau bn

trong cc ca hngca mnh

Hn na, giy World Shoe c kinh nghim trong vn thm nhp knhphn phi.

Nike c 388 im bn hng khc nhau ti Trung Quc, v kim c trung bnh 670.000 $ mi

v tr. Ngc li, Li Ning c 800 im bn hng trong nc v doanh thu trung bnh l 1 triu

USD mi im bn. Bng 4 nu bt s xm nhp v hiu qu knh phn phi ca Nike so vi Li

Ning. (Lu : nhng con s ny khng lit k li nhun ca cng ty m l tng doanh thu bn l

cho mi thng hiu.)

Hartge phi i mtvi mt cu hi hc ba lin quan n cc knh phn phi v bn

l. Nhng ngi mua sm ti cc trung tm th c thc s l th trng mc tiu thch hp

khng? Cc c trng ca ngi tiu dng dng giy World Shoe mc gi thp ny khng sng

ti nhng khu vc trung tm v cng khng ccng mt sc muanh nhau. Tuy nhin, nu

khng c mt c s h tng phn phi chnh thc cc khu vc nng thn, thbng cch no

nhng i giy ny c th theophn khc mc tiu nh?

Quy trnh sn xut v th thchtrong chnh sch t hng

K hoch sn xut ni a dng hng ni mc d tim nng nhng c th l mt condao hai li i vi Hartge. Mt mt, khi nim ny gip gim chi ph, ph hp vi cc quy nh

ca Trung Quc, cung cp cho ngi dn a phng vic lm v thu nhp. Mt khc, nu n

u nhu cu trong tng lai, giy World Shoe s gp kh khn. Bi v mi ch c hai nh my

c ch nh sn xut hon ton cc dng sn phm giy World Shoe khin d n phi i

mt vi s hn ch trong nng lc tim nng.


17/26

Nike k hp ng vi khong 50 nh my chu sn xut tt c cc sn phm

giy dp ca n, trong c 30 nh my ti Trung Quc. Tuy nhin, mt s khc bit r rng

c thc hin gia dng sn phm Local v dng sn phm In-line. Nhng sn phm

"Local" (tc l, dng giy World Shoe) th

(a) vn gi nguyn trong nc hoc theo khu vc ni chng c sn xut,

(b) c sn xut t nguyn liu sn c ti a phng,

v (c) c thit k t kin ngi tiu dng a phng .

Ngc li, sn phm in-line th:

(a) c thit k xut khu ton cu hng tith trng pht trin

v (b) khng b rng buc vi khu vc sn xut. Dng sn phm in-line c sn xutti nh my sn xutin-line, nhng nh my ny mua vt liu t nh cung cp c chi ph thp

nht, bt k ngun gc ca cc u vo ny.

Nike khng c nh my ch sn xut ring dng sn phm local, m ch c ring nhng

nh my sn xut dng In-Line hoc l cc nh my sn xut c hai loi. Dng sn phm

local, hay ni cch khc l dng giy world shoe vn l mi, v cha sc c th i

hi nhng nh my ring sn xut dng sn phm ny. Ph lc 8 cho thy mi loi nh my

k trn.Mt ro cn khc i vi World Shoe l chnh sch t hngchnh thc ca cng ty.

Hng thng, cc gim c bn hng cc quc gia vcc khu vc phi np mt cam kt sn

xut 3 thng cho Inventory Order Man - Tp on c tr s cng ty ti Oregon. Yu cu ti thiu

phi l 2.000 i cho mi loi, v gii hn t hng ti a l 10.000 i mi thng. Sau khi n

t hng c gi n tr s, th khng th thay i hoc hy b n t hng cho ti thng

sau. Vicyu cu t hng ti thiu v theo lch hng thng nh th ny to ra nhng thch thc

rt ln cho cc dng sn phm mi.

V d, phc v dp tt nm 1999 Trung Quc, h d nh t 400 hit 40000 i

theo dng Trung Quc v yu cu giao hng vo thng 12. u tin, yu cu ny rt c hoan

nghnh, tuy nhin n gy ra s khng tng xng vivic d bo n t hng trc m

World Shoephi i mt. Ba thng trc dp tt ca Trung Quc, cc khch hng cc khu vc

ca World Shoe ch c th d bo nhu cu 10.000 n v cho thng mi hai. Vbi v chnh


18/26

sch t hng nghim ngt, ch c th giao theo con s ny, v khng c cch no Nike c th

thay i s lng t hng nhm p ng c nhu cu gia tng trong cc dp l hi .

Thiu k hoch v chin lc tip thTrong th trng bn l Trung Quc, cc ch tim cng thng l nhn vin bn hng.

V vy, cc cng ty mun m rng cc sn phm mang nhn hiu ca mnh vo cc knh mi

cn phi thit lp mt mi quan h tt vi cc ch tim, n lt mnh, h s a ra cc khuyn

ngh cho ngi tiu dng. xm nhp c nhng th trng cao cp ti cc nn kinh t mi ni,

cc cng ty a quc gia cn mt lc lng bn hng hng hu, chuyn dng v c mt lng ln

vn. Tuy nhin, Nike khng c ngun nhn lc cn thit to lp cc mi quan h vi cc

ca hng bn l trong mt th trng phi tp trung nh vy. Ngoi ra, b phn tip th ca cng

ty khng c chng trnh khuyn mi c bit v c ch ch dnh cho cho cc nh bn l hay

ngi tiu dng. N lc tip th gi y trao li cho cc gim c khu vc, nhng ngi thng

xuyn quan tm n vic bn cc sn phm giy dp c li nhun rng cao. Nh vy, World

Shoe ngi trn k m khng cn bt k s qung b no. Cc nh bn l khng c thng tin v

cc tnh nng c o hoc th trng mc tiu dng sn phm World Shoe.

Ngoi ra, c s tranh lun gia cc nh qun l Nike v duy tr hnh nh thng hiu

mnh m ca Nike. Cc c nhn trong Nike lo ngi rng vic to ra mt loi giy"gi r" s

lm lu m nhng g mNike tri qua nhiu nm xy dng, giy th thao cht lng cao

vi gi cao hn. Nukhng c mt chng trnh qung co c thit k gii thch gi tr ca

nhng i giy gi r th cc nh bn l cng nh ngi tiu dng d b nhm ln v nh v

thng hiu ca Nike.

Kt lun

Bi v a vv danh ting ca ng trong Nike, quan im ca Hartge nhn c s tntrng t cc gim c iu hnh Nike khc. Nhng vi tt c nhng thch thc ny, Hartge v

nhm ca ng s cn ngun lc v s h tr ng k lm cho World Shoe p ng c k

vng. Hartge cng bit rng tri tim ca ng t trn trong d n ny v s nghip ca mnh

ph thuc vo s thnh cng ca n. Trong khi ng nhn ra rng mt m hnh kinh doanh mi


19/26

c to ra dnh cho World Shoe, th dng nh n vn cha c hiu qu g Trung Quc. M

hnh kinh doanh no s c hiu qunht? Hartge c th lm g thuyt phc cc qun l doanh

nghip thay i k vng mc li nhun rng? Mc tiu bn hng, doanh thu, li nhun ca

dng sn phm ny s nh th no? Lm th no ng c th nh v cho dng sn phm ny tt

nht trong bi cnhcnh tranh t cc hng a phng? Liu nhng xem xt t m hnh Tripple

Bottom line c thto ra li th cho ng? ng sc hai ngy pht trin mt k hoch sc

thuyt phc Phil Knight.


20/26

Ph lc 1:Hot ng ti chnh trong vng 10 nm ca Nike

(n v: triu la, ngoi tr d liu trn 1 c phiu, cc ch s ti chnh v s c ng)

Ch s 2000 1999 1998 1997 1996 1995 1994 1993 1992 1991 1990

Doanh thu 8995.10 8776.90 9553.10 9186.50 6470.60 4760.80 3789.70 3931.00 3405.20 3003.60 2235.20

Li nhun gp 3591.30 3283.40 3487.60 3683.50 2563.90 1895.60 1488.20 1544.00 1316.10 1153.10 851.10

Li nhun gp 40% 37% 37% 40% 40% 40% 39% 39% 39% 38% 38%

Chi ph ti cu trc (2.50) 45.10 129.90 - - - - - - - -Thu nhp rng 579.10 451.40 399.60 795.80 553.20 399.70 298.80 365.00 329.20 287.00

Dng tin hot ng 759.90 961.00 517.50 323.10 339.70 254.90 576.50 265.30 435.80 11.10 127.10

Gi c phn thng

Gi cao 64.13 65.5 64.13 76.38 52.06 20.17 18.69 22.56 19.34 13.63 10.38

Gi thp 26.56 31.75 37.75 47.88 19.53 14.06 10.79 13.75 8.78 6.5 4.75Tin v cc khon tngng tin

254.3 198.1 108.6 445.4 262.1 216.1 518.8 291.3 260.1 119.8 90.4

Hng tn kho 1446 1170.6 1396.6 1338.6 931.2 629.7 470 593 471.2 586.6 309.5

Vn lun chuyn 1456.4 1818 1828.8 1964 1259.9 938.4 1208.4 1165.2 964.3 662.6 561.6

Tng ti sn 5856.9 5247.7 5397.4 5361.2 3951.6 3142.7 2373.8 2186.3 1871.7 1707.2 1093.4

N di hn 470.3 386.1 379.4 296 9.6 10.6 12.4 15 69.5 30 25.9

Vn c phn 3136 3334.6 3261.6 3155.9 2431.4 1964.7 1740.9 1642.8 1328.5 1029.6 781

Gi c phiu cui nm 42.88 60.94 46 57.5 50.19 19.72 14.75 18.13 14.5 9.94 9.813Mc vn ha th trng 11559.1 17202.2 13201.1 16633 14416.8 5625.2 4318.8 5499.3 4379.6 2993 2942.7

Ch : tt c cc d liu trn 1 c phiu c iu chnh phn nh cc t chia nh c phiu (2 thnh 1) vo cc thi

im: 23/10/1996,20/10/1995 v 5/10/1990. C phiu loi B ca cng ty c nim yt ti sn New York v sn Pacific v c giao

dch di k hiu l NKE. Vo ngy 31/05/2000, c xp x 153 c ng nm gi c phiu hng A v B


21/26

Ph lc 2: V th ca World Shoe trong cu trc t chc ca Nike

Giy dp Thi trang Trang thit b Ti chnhHoa KChu uChu ThiBnh Dng

D n WorldShoe

Chu M Latinh

CEOPhil Knight

Ch tchTom Clarke


22/26

Ph lc 3:S st gim doanh thu theo tng khu vc


23/26

Ph lc 4: Nhng hot ng th thao ch yu Trung Quc


24/26

Ph lc5: o lng v phn loi th trng

Tier c im Dn s(triu

ngi)

GDP perCapita

Quc gia v d

1 Th trng ln, pht trin >50 >$20 M, Nht, Php2 Th trng nh, pht trin

- cc nc thnh vin EU15 >$20 o, Hng Kng, c

3 ang pht tri n vi tim nng ln- Cc nn kinh t ang pht trin ng dn- Cc quc d kin cha gia nhp EU

~ 1000 $2 n , Trung Quc

4 Tim nng gii hn- Tim nng tng trng c gii hn- Tim n cc ri ro tin t, kinh t, chnhtr

- C lpv a l


25/26

Ph lc 6: Th trng giy th thao Trung Quc

Gi s: Doanh thu trong quy m th trng bao gm 17% thu VAT

Ph lc 7: Cc dng sn phm World Shoe


26/26

Ph lc 8: Qu trnh sn xut dng Localv dng In-line

Cng ty a phng

(non-in-line)(s cng ty = 0)

Cng ty In-Line(Local and in-line)

(s cng ty = 2)

Cng ty In-Line

(s cng ty = 30)

Local for Local Products

Local for Re ion Ex ort

Local for Local Products

Local for Re ion Ex ort

Global Ex ort

Global Ex ort

Khng d liu

hng tn kho.Khng d liugiao dch

Full inlinesystem

visibility,interaction and

communication

VanLuong.blogspot.com WorldShoe

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