{"id":180,"date":"2026-03-28T15:32:24","date_gmt":"2026-03-28T15:32:24","guid":{"rendered":"https:\/\/www.go-deck.com\/vn\/porter-five-forces-analysis-common-mistakes-students\/"},"modified":"2026-03-28T15:32:24","modified_gmt":"2026-03-28T15:32:24","slug":"porter-five-forces-analysis-common-mistakes-students","status":"publish","type":"post","link":"https:\/\/www.go-deck.com\/vn\/porter-five-forces-analysis-common-mistakes-students\/","title":{"rendered":"Ph\u00e2n t\u00edch N\u0103m L\u1ef1c l\u01b0\u1ee3ng Porter: Nh\u1eefng sai l\u1ea7m ph\u1ed5 bi\u1ebfn m\u00e0 sinh vi\u00ean chi\u1ebfn l\u01b0\u1ee3c m\u1edbi th\u01b0\u1eddng m\u1eafc ph\u1ea3i (V\u00e0 c\u00e1ch tr\u00e1nh ch\u00fang)"},"content":{"rendered":"<p>C\u00e1c khung ph\u00e2n t\u00edch chi\u1ebfn l\u01b0\u1ee3c l\u00e0 c\u00f4ng c\u1ee5 thi\u1ebft y\u1ebfu \u0111\u1ec3 hi\u1ec3u b\u1ed1i c\u1ea3nh c\u1ea1nh tranh. Trong s\u1ed1 \u0111\u00f3, m\u00f4 h\u00ecnh N\u0103m L\u1ef1c l\u01b0\u1ee3ng c\u1ee7a Michael Porter v\u1eabn l\u00e0 n\u1ec1n t\u1ea3ng c\u1ee7a gi\u00e1o d\u1ee5c kinh doanh v\u00e0 chi\u1ebfn l\u01b0\u1ee3c doanh nghi\u1ec7p. Tuy nhi\u00ean, vi\u1ec7c \u00e1p d\u1ee5ng khung n\u00e0y m\u1ed9t c\u00e1ch ch\u00ednh x\u00e1c \u0111\u00f2i h\u1ecfi s\u1ef1 tinh t\u1ebf. Nhi\u1ec1u sinh vi\u00ean ti\u1ebfp c\u1eadn N\u0103m L\u1ef1c l\u01b0\u1ee3ng v\u1edbi t\u01b0 duy ki\u1ec3m tra danh s\u00e1ch, d\u1eabn \u0111\u1ebfn nh\u1eefng nh\u1eadn \u0111\u1ecbnh h\u1eddi h\u1ee3t thay v\u00ec th\u00f4ng tin c\u00f3 th\u1ec3 h\u00e0nh \u0111\u1ed9ng \u0111\u01b0\u1ee3c.<\/p>\n<p>H\u01b0\u1edbng d\u1eabn n\u00e0y xem x\u00e9t nh\u1eefng sai l\u1ea7m c\u1ee5 th\u1ec3 th\u01b0\u1eddng xuy\u00ean xu\u1ea5t hi\u1ec7n trong m\u00f4i tr\u01b0\u1eddng h\u1ecdc thu\u1eadt v\u00e0 giai \u0111o\u1ea1n \u0111\u1ea7u ngh\u1ec1 nghi\u1ec7p. B\u1eb1ng c\u00e1ch nh\u1eadn di\u1ec7n nh\u1eefng \u0111i\u1ec3m nguy hi\u1ec3m n\u00e0y, b\u1ea1n c\u00f3 th\u1ec3 n\u00e2ng cao \u0111\u1ed9 ch\u00ednh x\u00e1c trong ph\u00e2n t\u00edch c\u1ee7a m\u00ecnh. M\u1ee5c ti\u00eau kh\u00f4ng ph\u1ea3i l\u00e0 ghi nh\u1edb c\u00e1c l\u1ef1c l\u01b0\u1ee3ng, m\u00e0 l\u00e0 hi\u1ec3u \u0111\u01b0\u1ee3c logic kinh t\u1ebf c\u1ed1t l\u00f5i th\u00fac \u0111\u1ea9y l\u1ee3i nhu\u1eadn trong ng\u00e0nh.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img alt=\"Line art infographic of Porter's Five Forces model highlighting seven common strategic analysis mistakes: ignoring entry barriers, overlooking supplier concentration, confusing buyers with customers, misidentifying substitutes, focusing only on price competition, using static market data, and defining industry too narrowly, with visual icons and strategic fixes for business strategy education\" decoding=\"async\" src=\"https:\/\/www.go-deck.com\/wp-content\/uploads\/2026\/03\/porter-five-forces-common-mistakes-infographic-line-art.jpg\"\/><\/figure>\n<\/div>\n<h2>Hi\u1ec3u b\u1ea3n ch\u1ea5t c\u1ee7a khung ph\u00e2n t\u00edch \u2699\ufe0f<\/h2>\n<p>M\u00f4 h\u00ecnh c\u1ee7a Porter \u0111\u00e1nh gi\u00e1 m\u1ee9c \u0111\u1ed9 c\u1ea1nh tranh v\u00e0 ti\u1ec1m n\u0103ng l\u1ee3i nhu\u1eadn trong m\u1ed9t ng\u00e0nh. N\u00f3 nh\u00ecn xa h\u01a1n c\u00e1c \u0111\u1ed1i th\u1ee7 tr\u1ef1c ti\u1ebfp \u0111\u1ec3 kh\u1ea3o s\u00e1t h\u1ec7 sinh th\u00e1i r\u1ed9ng l\u1edbn h\u01a1n. N\u0103m l\u1ef1c l\u01b0\u1ee3ng l\u00e0:<\/p>\n<ul>\n<li><strong>Nguy c\u01a1 tham gia c\u1ee7a \u0111\u1ed1i th\u1ee7 m\u1edbi:<\/strong>Vi\u1ec7c c\u00e1c b\u00ean tham gia m\u1edbi gia nh\u1eadp c\u00f3 d\u1ec5 d\u00e0ng hay kh\u00f4ng?<\/li>\n<li><strong>S\u1ee9c m\u1ea1nh \u0111\u00e0m ph\u00e1n c\u1ee7a nh\u00e0 cung c\u1ea5p:<\/strong>Nh\u00e0 cung c\u1ea5p c\u00f3 th\u1ec3 \u0111\u1ea9y gi\u00e1 l\u00ean cao kh\u00f4ng?<\/li>\n<li><strong>S\u1ee9c m\u1ea1nh \u0111\u00e0m ph\u00e1n c\u1ee7a kh\u00e1ch h\u00e0ng:<\/strong>Kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 l\u00e0m gi\u1ea3m gi\u00e1 kh\u00f4ng?<\/li>\n<li><strong>Nguy c\u01a1 s\u1ea3n ph\u1ea9m thay th\u1ebf:<\/strong>C\u00f3 gi\u1ea3i ph\u00e1p thay th\u1ebf n\u00e0o kh\u00f4ng?<\/li>\n<li><strong>C\u1ea1nh tranh gi\u1eefa c\u00e1c \u0111\u1ed1i th\u1ee7 hi\u1ec7n c\u00f3:<\/strong>M\u1ee9c \u0111\u1ed9 kh\u1ed1c li\u1ec7t c\u1ee7a cu\u1ed9c c\u1ea1nh tranh hi\u1ec7n t\u1ea1i l\u00e0 bao nhi\u00eau?<\/li>\n<\/ul>\n<p>Khi \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng hi\u1ec7u qu\u1ea3, ph\u00e2n t\u00edch n\u00e0y ti\u1ebft l\u1ed9 n\u01a1i gi\u00e1 tr\u1ecb \u0111\u01b0\u1ee3c t\u1ea1o ra v\u00e0 n\u01a1i n\u00f3 b\u1ecb th\u1ea5t tho\u00e1t. Khi s\u1eed d\u1ee5ng k\u00e9m hi\u1ec7u qu\u1ea3, n\u00f3 t\u1ea1o ra nh\u1eefng nh\u1eadn \u0111\u1ecbnh chung chung \u00e1p d\u1ee5ng \u0111\u01b0\u1ee3c cho m\u1ecdi ng\u00e0nh.<\/p>\n<h2>Sai l\u1ea7m 1: B\u1ecf qua r\u00e0o c\u1ea3n gia nh\u1eadp \ud83d\udea7<\/h2>\n<p>M\u1ed9t trong nh\u1eefng thi\u1ebfu s\u00f3t ph\u1ed5 bi\u1ebfn nh\u1ea5t li\u00ean quan \u0111\u1ebfn vi\u1ec7c \u0111\u00e1nh gi\u00e1 r\u00e0o c\u1ea3n gia nh\u1eadp. Sinh vi\u00ean th\u01b0\u1eddng cho r\u1eb1ng n\u1ebfu m\u1ed9t c\u00f4ng ty c\u00f3 l\u1ee3i nhu\u1eadn th\u00ec r\u00e0o c\u1ea3n ph\u1ea3i th\u1ea5p, ho\u1eb7c ng\u01b0\u1ee3c l\u1ea1i, l\u1ee3i nhu\u1eadn cao ng\u1ee5 \u00fd r\u00e0o c\u1ea3n cao. Suy lu\u1eadn n\u00e0y l\u00e0 sai l\u1ea7m.<\/p>\n<h3>T\u1ea1i sao \u0111i\u1ec1u n\u00e0y x\u1ea3y ra<\/h3>\n<p>C\u00f3 xu h\u01b0\u1edbng ch\u1ec9 nh\u00ecn v\u00e0o v\u1ed1n t\u00e0i ch\u00ednh. Sinh vi\u00ean c\u00f3 th\u1ec3 ngh\u0129, \u201cB\u1ea5t k\u1ef3 ai c\u0169ng c\u00f3 th\u1ec3 m\u1edf m\u1ed9t qu\u00e1n c\u00e0 ph\u00ea,\u201d v\u00e0 do \u0111\u00f3 k\u1ebft lu\u1eadn r\u00e0o c\u1ea3n l\u00e0 th\u1ea5p. H\u1ecd b\u1ecf qua c\u00e1c r\u00e0o c\u1ea3n v\u1ec1 quy \u0111\u1ecbnh, c\u00f4ng ngh\u1ec7 \u0111\u1ed9c quy\u1ec1n ho\u1eb7c chi ph\u00ed chuy\u1ec3n \u0111\u1ed5i c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n<h3>C\u00e1ch tr\u00e1nh \u0111i\u1ec1u n\u00e0y<\/h3>\n<p>M\u1edf r\u1ed9ng \u0111\u1ecbnh ngh\u0129a v\u1ec1 r\u00e0o c\u1ea3n. H\u00e3y xem x\u00e9t c\u00e1c kh\u00eda c\u1ea1nh sau:<\/p>\n<ul>\n<li><strong>Gi\u1ea5y ph\u00e9p quy \u0111\u1ecbnh:<\/strong>Ng\u00e0nh n\u00e0y c\u00f3 y\u00eau c\u1ea7u s\u1ef1 ch\u1ea5p thu\u1eadn c\u1ee5 th\u1ec3 t\u1eeb ch\u00ednh ph\u1ee7 kh\u00f4ng? (v\u00ed d\u1ee5: vi\u1ec5n th\u00f4ng, d\u01b0\u1ee3c ph\u1ea9m)<\/li>\n<li><strong>L\u1ee3i th\u1ebf quy m\u00f4:<\/strong>M\u1ed9t b\u00ean tham gia m\u1edbi c\u00f3 c\u1ea7n kh\u1ed1i l\u01b0\u1ee3ng l\u1edbn \u0111\u1ec3 c\u1ea1nh tranh v\u1ec1 chi ph\u00ed kh\u00f4ng?<\/li>\n<li><strong>L\u00f2ng trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u:<\/strong>Li\u1ec7u c\u00f3 kh\u00f3 thuy\u1ebft ph\u1ee5c kh\u00e1ch h\u00e0ng chuy\u1ec3n t\u1eeb m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 c\u00f3 danh ti\u1ebfng kh\u00f4ng?<\/li>\n<li><strong>Ti\u1ebfp c\u1eadn k\u00eanh ph\u00e2n ph\u1ed1i:<\/strong>Kh\u00f4ng gian k\u1ec7 h\u00e0ng hay c\u00e1c k\u00eanh ph\u00e2n ph\u1ed1i c\u00f3 b\u1ecb ki\u1ec3m so\u00e1t b\u1edfi c\u00e1c b\u00ean hi\u1ec7n h\u1eefu kh\u00f4ng?<\/li>\n<\/ul>\n<p>Khi ph\u00e2n t\u00edch m\u1ed9t ng\u00e0nh, h\u00e3y t\u1ef1 h\u1ecfi: \u201cT\u00e0i s\u1ea3n c\u1ee5 th\u1ec3 n\u00e0o s\u1ebd ng\u0103n c\u1ea3n m\u1ed9t \u0111\u1ed1i th\u1ee7 \u0111\u01b0\u1ee3c t\u00e0i tr\u1ee3 d\u1ed3i d\u00e0o kh\u00f4ng th\u1ec3 tham gia v\u00e0o ng\u00e0y mai?\u201d N\u1ebfu c\u00e2u tr\u1ea3 l\u1eddi m\u01a1 h\u1ed3, ph\u00e2n t\u00edch c\u1ee7a b\u1ea1n thi\u1ebfu chi\u1ec1u s\u00e2u.<\/p>\n<h2>Sai l\u1ea7m 2: B\u1ecf qua s\u1ef1 t\u1eadp trung c\u1ee7a nh\u00e0 cung c\u1ea5p \u2696\ufe0f<\/h2>\n<p>Quy\u1ec1n l\u1ef1c c\u1ee7a nh\u00e0 cung c\u1ea5p th\u01b0\u1eddng b\u1ecb \u0111\u00e1nh gi\u00e1 th\u1ea5p. H\u1ecdc sinh th\u01b0\u1eddng ph\u00e2n lo\u1ea1i nh\u00e0 cung c\u1ea5p nh\u01b0 m\u1ed9t m\u1eb7t h\u00e0ng th\u00f4ng th\u01b0\u1eddng v\u00e0 cho r\u1eb1ng ng\u01b0\u1eddi mua lu\u00f4n c\u00f3 l\u1ee3i th\u1ebf. Tr\u00ean th\u1ef1c t\u1ebf, quy\u1ec1n l\u1ef1c c\u1ee7a nh\u00e0 cung c\u1ea5p thay \u0111\u1ed5i t\u00f9y theo m\u1ee9c \u0111\u1ed9 t\u1eadp trung th\u1ecb tr\u01b0\u1eddng.<\/p>\n<h3>T\u1ea1i sao \u0111i\u1ec1u n\u00e0y x\u1ea3y ra<\/h3>\n<p>M\u1ecdi ng\u01b0\u1eddi th\u01b0\u1eddng t\u1eadp trung v\u00e0o ng\u01b0\u1eddi d\u00f9ng cu\u1ed1i thay v\u00ec chu\u1ed7i cung \u1ee9ng. D\u1ec5 d\u00e0ng nh\u1eadn th\u1ea5y kh\u00e1ch h\u00e0ng, nh\u01b0ng kh\u00f3 h\u01a1n \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh c\u00e1c m\u1ed1i quan h\u1ec7 ph\u1ee5 thu\u1ed9c ph\u00eda tr\u00ean. Ngo\u00e0i ra, c\u00f3 xu h\u01b0\u1edbng thi\u00ean v\u1ecb quan \u0111i\u1ec3m \u201cc\u00f4ng ty l\u1edbn\u201d, cho r\u1eb1ng doanh nghi\u1ec7p \u0111ang \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch l\u00e0 b\u00ean th\u1ed1ng tr\u1ecb.<\/p>\n<h3>L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 tr\u00e1nh n\u00f3<\/h3>\n<p>X\u00e1c \u0111\u1ecbnh r\u00f5 chu\u1ed7i cung \u1ee9ng. H\u00e3y t\u00ecm c\u00e1c d\u1ea5u hi\u1ec7u cho th\u1ea5y quy\u1ec1n l\u1ef1c c\u1ee7a nh\u00e0 cung c\u1ea5p:<\/p>\n<ul>\n<li><strong>S\u1ef1 t\u1eadp trung c\u1ee7a nh\u00e0 cung c\u1ea5p:<\/strong>Li\u1ec7u c\u00f3 ch\u1ec9 m\u1ed9t v\u00e0i nh\u00e0 cung c\u1ea5p cho m\u1ed9t th\u00e0nh ph\u1ea7n then ch\u1ed1t kh\u00f4ng?<\/li>\n<li><strong>Chi ph\u00ed chuy\u1ec3n \u0111\u1ed5i:<\/strong>Vi\u1ec7c thay \u0111\u1ed5i nh\u00e0 cung c\u1ea5p c\u00f3 t\u1ed1n k\u00e9m kh\u00f4ng? (v\u00ed d\u1ee5: \u0111\u00e0o t\u1ea1o l\u1ea1i nh\u00e2n vi\u00ean, m\u00e1y m\u00f3c m\u1edbi)<\/li>\n<li><strong>Nguy c\u01a1 t\u00edch h\u1ee3p ng\u01b0\u1ee3c l\u1ea1i:<\/strong>Nh\u00e0 cung c\u1ea5p c\u00f3 th\u1ec3 tr\u1edf th\u00e0nh \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh kh\u00f4ng?<\/li>\n<li><strong>T\u00ednh \u0111\u1ed9c \u0111\u00e1o c\u1ee7a \u0111\u1ea7u v\u00e0o:<\/strong>\u0110\u1ea7u v\u00e0o c\u00f3 kh\u00e1c bi\u1ec7t hay l\u00e0 h\u00e0ng h\u00f3a th\u00f4ng th\u01b0\u1eddng?<\/li>\n<\/ul>\n<p>H\u00e3y xem x\u00e9t ng\u00e0nh h\u00e0ng kh\u00f4ng. D\u00f9 h\u00e0nh kh\u00e1ch c\u00f3 nhi\u1ec1u l\u1ef1a ch\u1ecdn, th\u1ecb tr\u01b0\u1eddng m\u00e1y bay l\u1ea1i b\u1ecb chi ph\u1ed1i b\u1edfi hai nh\u00e0 s\u1ea3n xu\u1ea5t. S\u1ef1 t\u1eadp trung n\u00e0y mang l\u1ea1i cho nh\u00e0 cung c\u1ea5p quy\u1ec1n l\u1ef1c \u0111\u00e1ng k\u1ec3, b\u1ea5t k\u1ec3 s\u1ed1 l\u01b0\u1ee3ng h\u00e3ng h\u00e0ng kh\u00f4ng c\u00f3 bao nhi\u00eau.<\/p>\n<h2>Sai l\u1ea7m 3: Nh\u1ea7m l\u1eabn gi\u1eefa ng\u01b0\u1eddi mua v\u00e0 kh\u00e1ch h\u00e0ng \ud83d\udc65<\/h2>\n<p>Trong nhi\u1ec1u b\u1ed1i c\u1ea3nh B2B, ng\u01b0\u1eddi mua v\u00e0 ng\u01b0\u1eddi s\u1eed d\u1ee5ng l\u00e0 hai th\u1ef1c th\u1ec3 kh\u00e1c nhau. M\u1ed9t sai l\u1ea7m ph\u1ed5 bi\u1ebfn l\u00e0 ph\u00e2n t\u00edch s\u1edf th\u00edch c\u1ee7a ng\u01b0\u1eddi d\u00f9ng cu\u1ed1i, trong khi quy\u1ebft \u0111\u1ecbnh mua th\u1ef1c s\u1ef1 n\u1eb1m \u1edf b\u1ed9 ph\u1eadn mua h\u00e0ng ho\u1eb7c m\u1ed9t c\u01a1 quan ch\u00ednh ph\u1ee7.<\/p>\n<h3>T\u1ea1i sao \u0111i\u1ec1u n\u00e0y x\u1ea3y ra<\/h3>\n<p>C\u00f3 s\u1ef1 \u0111\u1ed3ng c\u1ea3m t\u1ef1 nhi\u00ean d\u00e0nh cho ng\u01b0\u1eddi d\u00f9ng cu\u1ed1i. C\u00e1c sinh vi\u00ean marketing th\u01b0\u1eddng t\u1eadp trung v\u00e0o t\u00e2m l\u00fd ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Tuy nhi\u00ean, quy\u1ec1n l\u1ef1c kinh t\u1ebf n\u1eb1m \u1edf th\u1ef1c th\u1ec3 \u0111ang k\u00fd h\u00f3a \u0111\u01a1n. N\u1ebfu th\u1ef1c th\u1ec3 \u0111\u00f3 ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi chi ph\u00ed chuy\u1ec3n \u0111\u1ed5i cao ho\u1eb7c c\u00f3 \u00edt l\u1ef1a ch\u1ecdn thay th\u1ebf, h\u1ecd s\u1ebd n\u1eafm quy\u1ec1n l\u1ef1c.<\/p>\n<h3>L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 tr\u00e1nh n\u00f3<\/h3>\n<p>X\u00e1c \u0111\u1ecbnh \u0111\u01a1n v\u1ecb ra quy\u1ebft \u0111\u1ecbnh. H\u00e3y \u0111\u1eb7t ra nh\u1eefng c\u00e2u h\u1ecfi sau:<\/p>\n<ul>\n<li><strong>Kh\u1ed1i l\u01b0\u1ee3ng mua h\u00e0ng:<\/strong>Ng\u01b0\u1eddi mua c\u00f3 mua v\u1edbi kh\u1ed1i l\u01b0\u1ee3ng l\u1edbn kh\u00f4ng?<\/li>\n<li><strong>Kh\u1ea3 n\u0103ng ti\u1ebfp c\u1eadn th\u00f4ng tin:<\/strong>Ng\u01b0\u1eddi mua c\u00f3 bi\u1ebft gi\u00e1 th\u1ecb tr\u01b0\u1eddng t\u1ed1t h\u01a1n ng\u01b0\u1eddi b\u00e1n kh\u00f4ng?<\/li>\n<li><strong>Nguy c\u01a1 t\u00edch h\u1ee3p ng\u01b0\u1ee3c l\u1ea1i:<\/strong>Ng\u01b0\u1eddi mua c\u00f3 th\u1ec3 t\u1ef1 s\u1ea3n xu\u1ea5t s\u1ea3n ph\u1ea9m \u0111\u00f3 kh\u00f4ng?<\/li>\n<li><strong>\u0110\u1ed9 nh\u1ea1y gi\u00e1:<\/strong>\u0110\u1ea7u v\u00e0o c\u00f3 chi\u1ebfm m\u1ed9t ph\u1ea7n \u0111\u00e1ng k\u1ec3 trong t\u1ed5ng chi ph\u00ed c\u1ee7a ng\u01b0\u1eddi mua kh\u00f4ng?<\/li>\n<\/ul>\n<p>V\u00ed d\u1ee5, trong th\u1ecb tr\u01b0\u1eddng thi\u1ebft b\u1ecb y t\u1ebf, b\u1ec7nh nh\u00e2n l\u00e0 ng\u01b0\u1eddi s\u1eed d\u1ee5ng, nh\u01b0ng ban qu\u1ea3n l\u00fd b\u1ec7nh vi\u1ec7n l\u00e0 ng\u01b0\u1eddi mua. B\u1ec7nh vi\u1ec7n c\u00f3 quy\u1ec1n l\u1ef1c \u0111\u00e1ng k\u1ec3 trong vi\u1ec7c \u0111\u00e0m ph\u00e1n gi\u00e1 c\u1ea3, ngay c\u1ea3 khi b\u1ec7nh nh\u00e2n kh\u00f4ng c\u00f3 l\u1ef1a ch\u1ecdn n\u00e0o.<\/p>\n<h2>Sai l\u1ea7m 4: Nh\u1eadn di\u1ec7n nh\u1ea7m c\u00e1c s\u1ea3n ph\u1ea9m thay th\u1ebf \ud83d\udd04<\/h2>\n<p>\u0110\u00e2y c\u00f3 l\u1ebd l\u00e0 sai l\u1ea7m kh\u00e1i ni\u1ec7m nghi\u00eam tr\u1ecdng nh\u1ea5t. H\u1ecdc sinh th\u01b0\u1eddng nh\u1ea7m l\u1eabn gi\u1eefa s\u1ea3n ph\u1ea9m thay th\u1ebf v\u00e0 \u0111\u1ed1i th\u1ee7 tr\u1ef1c ti\u1ebfp. M\u1ed9t s\u1ea3n ph\u1ea9m thay th\u1ebf \u0111\u00e1p \u1ee9ng c\u00f9ng m\u1ed9t nhu c\u1ea7u theo c\u00e1ch kh\u00e1c. M\u1ed9t \u0111\u1ed1i th\u1ee7 \u0111\u00e1p \u1ee9ng c\u00f9ng m\u1ed9t nhu c\u1ea7u theo c\u00e1ch gi\u1ed1ng nhau.<\/p>\n<h3>T\u1ea1i sao \u0111i\u1ec1u n\u00e0y x\u1ea3y ra<\/h3>\n<p>D\u1ec5 h\u01a1n \u0111\u1ec3 so s\u00e1nh m\u1ee9c gi\u00e1 c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m t\u01b0\u01a1ng t\u1ef1. Kh\u00f3 h\u01a1n \u0111\u1ec3 \u0111o l\u01b0\u1eddng m\u1ed1i \u0111e d\u1ecda t\u1eeb m\u1ed9t gi\u1ea3i ph\u00e1p ho\u00e0n to\u00e0n kh\u00e1c bi\u1ec7t. C\u00f3 xu h\u01b0\u1edbng \u0111\u1ecbnh ngh\u0129a ng\u00e0nh qu\u00e1 h\u1eb9p (v\u00ed d\u1ee5: \u201cng\u00e0nh n\u01b0\u1edbc ng\u1ecdt\u201d) thay v\u00ec r\u1ed9ng h\u01a1n (v\u00ed d\u1ee5: \u201cng\u00e0nh \u0111\u1ed3 u\u1ed1ng\u201d).<\/p>\n<h3>L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 tr\u00e1nh n\u00f3<\/h3>\n<p>T\u1eadp trung v\u00e0o ch\u1ee9c n\u0103ng, ch\u1ee9 kh\u00f4ng ph\u1ea3i h\u00ecnh th\u1ee9c. H\u00e3y h\u1ecfi: \u201cV\u1ea5n \u0111\u1ec1 m\u00e0 kh\u00e1ch h\u00e0ng \u0111ang c\u1ed1 gi\u1ea3i quy\u1ebft l\u00e0 g\u00ec?\u201d<\/p>\n<ul>\n<li><strong>Ph\u00e2n t\u00edch chi ph\u00ed-l\u1ee3i \u00edch:<\/strong>S\u1ea3n ph\u1ea9m thay th\u1ebf c\u00f3 r\u1ebb h\u01a1n ho\u1eb7c thu\u1eadn ti\u1ec7n h\u01a1n kh\u00f4ng?<\/li>\n<li><strong>S\u1ef1 \u0111\u00e1nh \u0111\u1ed5i v\u1ec1 hi\u1ec7u su\u1ea5t:<\/strong>S\u1ea3n ph\u1ea9m thay th\u1ebf ho\u1ea1t \u0111\u1ed9ng k\u00e9m h\u01a1n nh\u01b0ng chi ph\u00ed th\u1ea5p h\u01a1n nhi\u1ec1u kh\u00f4ng?<\/li>\n<li><strong>S\u1ef1 h\u1ed9i t\u1ee5 c\u00f4ng ngh\u1ec7:<\/strong>C\u00f4ng ngh\u1ec7 c\u00f3 l\u00e0m m\u1edd ranh gi\u1edbi gi\u1eefa c\u00e1c ng\u00e0nh kh\u00f4ng? (v\u00ed d\u1ee5: \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh thay th\u1ebf m\u00e1y \u1ea3nh, GPS v\u00e0 m\u00e1y nghe nh\u1ea1c MP3)<\/li>\n<\/ul>\n<p>H\u00e3y xem x\u00e9t ng\u00e0nh taxi. \u0110\u1ed1i th\u1ee7 tr\u1ef1c ti\u1ebfp l\u00e0 m\u1ed9t c\u00f4ng ty taxi kh\u00e1c. S\u1ea3n ph\u1ea9m thay th\u1ebf l\u00e0 ph\u01b0\u01a1ng ti\u1ec7n c\u00f4ng c\u1ed9ng, \u0111i b\u1ed9 ho\u1eb7c \u1ee9ng d\u1ee5ng chia s\u1ebb xe. Vi\u1ec7c ch\u1ec9 ph\u00e2n t\u00edch c\u1ea1nh tranh gi\u1eefa c\u00e1c h\u00e3ng taxi s\u1ebd b\u1ecf qua m\u1ed1i \u0111e d\u1ecda t\u1ed3n t\u1ea1i t\u1eeb d\u1ecbch v\u1ee5 chia s\u1ebb xe.<\/p>\n<h2>Sai l\u1ea7m 5: T\u1eadp trung duy nh\u1ea5t v\u00e0o c\u1ea1nh tranh v\u1ec1 gi\u00e1 \ud83c\udff7\ufe0f<\/h2>\n<p>Khi \u0111\u00e1nh gi\u00e1 s\u1ef1 c\u1ea1nh tranh gi\u1eefa c\u00e1c \u0111\u1ed1i th\u1ee7 hi\u1ec7n c\u00f3, h\u1ecdc sinh th\u01b0\u1eddng m\u1eb7c \u0111\u1ecbnh l\u00e0 cu\u1ed9c chi\u1ebfn gi\u00e1 c\u1ea3. H\u1ecd cho r\u1eb1ng c\u1ea1nh tranh ch\u1ec9 l\u00e0 ai b\u00e1n r\u1ebb h\u01a1n. \u0110i\u1ec1u n\u00e0y b\u1ecf qua s\u1ef1 kh\u00e1c bi\u1ec7t h\u00f3a, khai th\u00e1c c\u00f4ng su\u1ea5t v\u00e0 r\u00e0o c\u1ea3n r\u1eddi kh\u1ecfi ng\u00e0nh.<\/p>\n<h3>T\u1ea1i sao \u0111i\u1ec1u n\u00e0y x\u1ea3y ra<\/h3>\n<p>Gi\u00e1 c\u1ea3 l\u00e0 ch\u1ec9 s\u1ed1 d\u1ec5 th\u1ea5y nh\u1ea5t. D\u1ec5 d\u00e0ng nh\u1eadn th\u1ea5y m\u1ed9t \u0111\u1ee3t gi\u1ea3m gi\u00e1. Nh\u01b0ng kh\u00f3 quan s\u00e1t \u0111\u01b0\u1ee3c s\u1ef1 thay \u0111\u1ed5i chi\u1ebfn l\u01b0\u1ee3c trong \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u ho\u1eb7c k\u1ebf ho\u1ea1ch m\u1edf r\u1ed9ng c\u00f4ng su\u1ea5t.<\/p>\n<h3>L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 tr\u00e1nh n\u00f3<\/h3>\n<p>H\u00e3y t\u00ecm c\u00e1c y\u1ebfu t\u1ed1 c\u1ea5u tr\u00fac th\u00fac \u0111\u1ea9y c\u1ea1nh tranh:<\/p>\n<ul>\n<li><strong>S\u1ed1 l\u01b0\u1ee3ng \u0111\u1ed1i th\u1ee7:<\/strong>C\u00f3 nhi\u1ec1u doanh nghi\u1ec7p nh\u1ecf hay ch\u1ec9 v\u00e0i doanh nghi\u1ec7p l\u1edbn?<\/li>\n<li><strong>T\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng ng\u00e0nh:<\/strong>Th\u1ecb tr\u01b0\u1eddng \u0111ang t\u0103ng tr\u01b0\u1edfng ch\u1eadm? (T\u0103ng tr\u01b0\u1edfng ch\u1eadm bu\u1ed9c c\u00e1c doanh nghi\u1ec7p ph\u1ea3i tranh gi\u00e0nh th\u1ecb ph\u1ea7n)<\/li>\n<li><strong>Chi ph\u00ed c\u1ed1 \u0111\u1ecbnh:<\/strong>C\u00f3 chi ph\u00ed c\u1ed1 \u0111\u1ecbnh cao khi\u1ebfn c\u00e1c doanh nghi\u1ec7p ph\u1ea3i n\u1ed7 l\u1ef1c l\u1ea5p \u0111\u1ea7y c\u00f4ng su\u1ea5t kh\u00f4ng?<\/li>\n<li><strong>\u0110a d\u1ea1ng c\u1ee7a c\u00e1c \u0111\u1ed1i th\u1ee7:<\/strong>C\u00e1c \u0111\u1ed1i th\u1ee7 c\u00f3 chi\u1ebfn l\u01b0\u1ee3c v\u00e0 xu\u1ea5t x\u1ee9 kh\u00e1c nhau kh\u00f4ng?<\/li>\n<li><strong>R\u00e0o c\u1ea3n r\u1eddi kh\u1ecfi ng\u00e0nh:<\/strong>Li\u1ec7u c\u00f3 kh\u00f3 r\u1eddi kh\u1ecfi ng\u00e0nh kh\u00f4ng? (v\u00ed d\u1ee5: t\u00e0i s\u1ea3n chuy\u00ean bi\u1ec7t, g\u1eafn b\u00f3 c\u1ea3m x\u00fac, h\u1ea1n ch\u1ebf t\u1eeb ch\u00ednh ph\u1ee7)<\/li>\n<\/ul>\n<p>N\u1ebfu r\u00e0o c\u1ea3n r\u1eddi b\u1ecf th\u1ecb tr\u01b0\u1eddng cao, c\u00e1c doanh nghi\u1ec7p s\u1ebd chi\u1ebfn \u0111\u1ea5u quy\u1ebft li\u1ec7t \u0111\u1ec3 duy tr\u00ec, ngay c\u1ea3 khi ph\u1ea3i hy sinh l\u1ee3i nhu\u1eadn. \u0110i\u1ec1u n\u00e0y t\u1ea1o ra s\u1ef1 c\u1ea1nh tranh kh\u1ed1c li\u1ec7t m\u00e0 ph\u00e2n t\u00edch gi\u00e1 c\u1ea3 m\u1ed9t m\u00ecnh kh\u00f4ng th\u1ec3 gi\u1ea3i th\u00edch \u0111\u01b0\u1ee3c.<\/p>\n<h2>B\u1ea3ng: Nh\u1eefng sai l\u1ea7m ph\u1ed5 bi\u1ebfn so v\u1edbi c\u00e1c gi\u1ea3i ph\u00e1p chi\u1ebfn l\u01b0\u1ee3c \ud83d\udccb<\/h2>\n<table border=\"1\" cellpadding=\"5\" cellspacing=\"0\">\n<tr>\n<th><strong>L\u1ef1c l\u01b0\u1ee3ng<\/strong><\/th>\n<th><strong>Sai l\u1ea7m ph\u1ed5 bi\u1ebfn<\/strong><\/th>\n<th><strong>Gi\u1ea3i ph\u00e1p chi\u1ebfn l\u01b0\u1ee3c<\/strong><\/th>\n<\/tr>\n<tr>\n<td>Ng\u01b0\u1eddi tham gia m\u1edbi<\/td>\n<td>Cho r\u1eb1ng v\u1ed1n l\u00e0 r\u00e0o c\u1ea3n duy nh\u1ea5t<\/td>\n<td>Ki\u1ec3m tra quy \u0111\u1ecbnh, chi ph\u00ed chuy\u1ec3n \u0111\u1ed5i v\u00e0 kh\u1ea3 n\u0103ng ti\u1ebfp c\u1eadn ph\u00e2n ph\u1ed1i<\/td>\n<\/tr>\n<tr>\n<td>Nh\u00e0 cung c\u1ea5p<\/td>\n<td>B\u1ecf qua s\u1ef1 t\u1eadp trung c\u1ee7a nh\u00e0 cung c\u1ea5p<\/td>\n<td>X\u00e1c \u0111\u1ecbnh chu\u1ed7i cung \u1ee9ng v\u00e0 \u0111\u00e1nh gi\u00e1 nguy c\u01a1 t\u00edch h\u1ee3p ng\u01b0\u1ee3c<\/td>\n<\/tr>\n<tr>\n<td>Ng\u01b0\u1eddi mua<\/td>\n<td>Nh\u1ea7m l\u1eabn ng\u01b0\u1eddi d\u00f9ng v\u1edbi ng\u01b0\u1eddi mua<\/td>\n<td>X\u00e1c \u0111\u1ecbnh \u0111\u01a1n v\u1ecb ra quy\u1ebft \u0111\u1ecbnh v\u00e0 m\u1ee9c \u0111\u1ed9 \u1ea3nh h\u01b0\u1edfng c\u1ee7a h\u1ecd<\/td>\n<\/tr>\n<tr>\n<td>S\u1ea3n ph\u1ea9m thay th\u1ebf<\/td>\n<td>Ch\u00fa tr\u1ecdng v\u00e0o \u0111\u1ed1i th\u1ee7 tr\u1ef1c ti\u1ebfp<\/td>\n<td>Ph\u00e2n t\u00edch c\u00e1c l\u1ef1a ch\u1ecdn ch\u1ee9c n\u0103ng thay th\u1ebf v\u00e0 nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng<\/td>\n<\/tr>\n<tr>\n<td>S\u1ef1 c\u1ea1nh tranh<\/td>\n<td>Ch\u00fa tr\u1ecdng ch\u1ec9 v\u00e0o chi\u1ebfn tranh gi\u00e1<\/td>\n<td>\u0110\u00e1nh gi\u00e1 r\u00e0o c\u1ea3n r\u1eddi b\u1ecf, t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng v\u00e0 c\u1ea5u tr\u00fac chi ph\u00ed<\/td>\n<\/tr>\n<\/table>\n<h2>Sai l\u1ea7m 6: S\u1eed d\u1ee5ng d\u1eef li\u1ec7u t\u0129nh trong m\u1ed9t th\u1ecb tr\u01b0\u1eddng \u0111\u1ed9ng \ud83d\udcc9<\/h2>\n<p>M\u00f4 h\u00ecnh Porter th\u01b0\u1eddng \u0111\u01b0\u1ee3c coi nh\u01b0 m\u1ed9t b\u1ee9c \u1ea3nh t\u0129nh. H\u1ecdc sinh s\u1eed d\u1ee5ng d\u1eef li\u1ec7u t\u1eeb m\u1ed9t n\u0103m duy nh\u1ea5t \u0111\u1ec3 \u0111\u01b0a ra gi\u1ea3 \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c d\u00e0i h\u1ea1n. C\u00e1c ng\u00e0nh c\u00f4ng nghi\u1ec7p thay \u0111\u1ed5i nhanh ch\u00f3ng. C\u00f4ng ngh\u1ec7, quy \u0111\u1ecbnh v\u00e0 th\u00f3i quen ti\u00eau d\u00f9ng li\u00ean t\u1ee5c thay \u0111\u1ed5i c\u00e1c l\u1ef1c l\u01b0\u1ee3ng t\u00e1c \u0111\u1ed9ng.<\/p>\n<h3>T\u1ea1i sao \u0111i\u1ec1u n\u00e0y x\u1ea3y ra<\/h3>\n<p>C\u00e1c b\u00e0i t\u1eadp h\u1ecdc thu\u1eadt th\u01b0\u1eddng y\u00eau c\u1ea7u c\u00e1c \u0111i\u1ec3m d\u1eef li\u1ec7u c\u1ee5 th\u1ec3. \u0110i\u1ec1u n\u00e0y khuy\u1ebfn kh\u00edch c\u00e1ch ti\u1ebfp c\u1eadn \u201cc\u1eafm v\u00e0 ch\u1ea1y\u201d, trong \u0111\u00f3 d\u1eef li\u1ec7u \u0111\u01b0\u1ee3c \u0111\u01b0a v\u00e0o m\u00f4 h\u00ecnh m\u00e0 kh\u00f4ng xem x\u00e9t xu h\u01b0\u1edbng.<\/p>\n<h3>L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 tr\u00e1nh n\u00f3<\/h3>\n<p>Th\u1ef1c hi\u1ec7n ph\u00e2n t\u00edch xu h\u01b0\u1edbng. \u0110\u1eebng ph\u1ee5 thu\u1ed9c v\u00e0o b\u00e1o c\u00e1o t\u00e0i ch\u00ednh c\u1ee7a m\u1ed9t n\u0103m duy nh\u1ea5t. Thay v\u00e0o \u0111\u00f3:<\/p>\n<ul>\n<li><strong>Xem x\u00e9t xu h\u01b0\u1edbng l\u1ecbch s\u1eed:<\/strong>Bi\u00ean l\u1ee3i nhu\u1eadn c\u1ee7a nh\u00e0 cung c\u1ea5p \u0111\u00e3 thay \u0111\u1ed5i nh\u01b0 th\u1ebf n\u00e0o trong 5 n\u0103m qua?<\/li>\n<li><strong>X\u00e1c \u0111\u1ecbnh c\u00e1c y\u1ebfu t\u1ed1 th\u00fac \u0111\u1ea9y:<\/strong>Li\u1ec7u c\u00f3 lu\u1eadt ph\u00e1p m\u1edbi n\u00e0o s\u1eafp \u0111\u01b0\u1ee3c ban h\u00e0nh s\u1ebd thay \u0111\u1ed5i r\u00e0o c\u1ea3n gia nh\u1eadp kh\u00f4ng?<\/li>\n<li><strong>Theo d\u00f5i s\u1ef1 \u0111\u1ed5i m\u1edbi:<\/strong>Li\u1ec7u m\u1ed9t c\u00f4ng ngh\u1ec7 m\u1edbi \u0111ang xu\u1ea5t hi\u1ec7n c\u00f3 l\u00e0m thay \u0111\u1ed5i m\u1ed1i \u0111e d\u1ecda thay th\u1ebf kh\u00f4ng?<\/li>\n<\/ul>\n<p>M\u1ed9t ph\u00e2n t\u00edch t\u0129nh c\u00f3 th\u1ec3 n\u00f3i r\u1eb1ng ng\u00e0nh c\u00f4ng nghi\u1ec7p \u0111ang \u1ed5n \u0111\u1ecbnh. M\u1ed9t ph\u00e2n t\u00edch \u0111\u1ed9ng c\u00f3 th\u1ec3 ti\u1ebft l\u1ed9 r\u1eb1ng m\u1ed9t b\u01b0\u1edbc chuy\u1ec3n c\u00f4ng ngh\u1ec7 s\u1eafp x\u1ea3y ra, khi\u1ebfn m\u00f4 h\u00ecnh kinh doanh hi\u1ec7n t\u1ea1i tr\u1edf n\u00ean l\u1ed7i th\u1eddi.<\/p>\n<h2>L\u1ed7i 7: \u0110\u1ecbnh ngh\u0129a ng\u00e0nh qu\u00e1 h\u1eb9p \ud83c\udfaf<\/h2>\n<p>M\u1ed9t sai l\u1ea7m ph\u1ed5 bi\u1ebfn kh\u00e1c l\u00e0 \u0111\u1eb7t gi\u1edbi h\u1ea1n ph\u00e2n t\u00edch qu\u00e1 ch\u1eb7t ch\u1ebd. N\u1ebfu b\u1ea1n ph\u00e2n t\u00edch th\u1ecb tr\u01b0\u1eddng &#8216;m\u00e1y t\u00ednh \u0111\u1ec3 b\u00e0n&#8217;, b\u1ea1n s\u1ebd b\u1ecf l\u1ee1 m\u1ed1i \u0111e d\u1ecda t\u1eeb m\u00e1y t\u00ednh b\u1ea3ng. N\u1ebfu b\u1ea1n ph\u00e2n t\u00edch ng\u00e0nh &#8216;kh\u00e1ch s\u1ea1n&#8217;, b\u1ea1n s\u1ebd b\u1ecf l\u1ee1 Airbnb.<\/p>\n<h3>T\u1ea1i sao \u0111i\u1ec1u n\u00e0y x\u1ea3y ra<\/h3>\n<p>Th\u1eadt tho\u1ea3i m\u00e1i khi tu\u00e2n theo c\u00e1c ph\u00e2n lo\u1ea1i ng\u00e0nh ti\u00eau chu\u1ea9n (v\u00ed d\u1ee5: m\u00e3 NAICS). Nh\u1eefng m\u00e3 n\u00e0y h\u1eefu \u00edch cho vi\u1ec7c truy xu\u1ea5t d\u1eef li\u1ec7u nh\u01b0ng th\u01b0\u1eddng ch\u1eadm h\u01a1n th\u1ef1c t\u1ebf th\u1ecb tr\u01b0\u1eddng.<\/p>\n<h3>L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 tr\u00e1nh n\u00f3<\/h3>\n<p>X\u00e1c \u0111\u1ecbnh ng\u00e0nh d\u1ef1a tr\u00ean nhu c\u1ea7u kh\u00e1ch h\u00e0ng, ch\u1ee9 kh\u00f4ng ph\u1ea3i danh m\u1ee5c s\u1ea3n ph\u1ea9m. H\u00e3y \u0111\u1eb7t c\u00e2u h\u1ecfi:<\/p>\n<ul>\n<li><strong>Ph\u1ea1m vi thay th\u1ebf:<\/strong>Kh\u00e1ch h\u00e0ng c\u00f2n c\u00f3 th\u1ec3 mua g\u00ec kh\u00e1c \u0111\u1ec3 gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 n\u00e0y?<\/li>\n<li><strong>C\u1ea1nh tranh \u0111\u1ec3 chi\u1ebfm ph\u1ea7n chi ti\u00eau:<\/strong>Nh\u1eefng danh m\u1ee5c n\u00e0o kh\u00e1c \u0111ang c\u1ea1nh tranh \u0111\u1ec3 chi\u1ebfm c\u00f9ng kho\u1ea3n thu nh\u1eadp kh\u1ea3 d\u1ee5ng?<\/li>\n<li><strong>Gi\u1edbi h\u1ea1n ph\u00e1p l\u00fd:<\/strong>C\u00f3 quy \u0111\u1ecbnh n\u00e0o \u0111ang t\u1ea1o ra s\u1ef1 t\u00e1ch bi\u1ec7t nh\u00e2n t\u1ea1o tr\u00ean th\u1ecb tr\u01b0\u1eddng kh\u00f4ng?<\/li>\n<\/ul>\n<p>B\u1eb1ng c\u00e1ch m\u1edf r\u1ed9ng ph\u1ea1m vi, b\u1ea1n s\u1ebd n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c \u00e1p l\u1ef1c c\u1ea1nh tranh th\u1ef1c s\u1ef1. B\u1ea1n c\u00f3 th\u1ec3 ph\u00e1t hi\u1ec7n ra r\u1eb1ng m\u1ed9t c\u00f4ng ty kh\u00f4ng \u0111ang c\u1ea1nh tranh v\u1edbi \u0111\u1ed1i th\u1ee7 tr\u1ef1c ti\u1ebfp, m\u00e0 l\u00e0 v\u1edbi m\u1ed9t ng\u00e0nh ho\u00e0n to\u00e0n kh\u00e1c.<\/p>\n<h2>Ch\u1ea5t l\u01b0\u1ee3ng d\u1eef li\u1ec7u v\u00e0 x\u00e1c minh ngu\u1ed3n \ud83d\udd0d<\/h2>\n<p>K\u1ebft qu\u1ea3 c\u1ee7a b\u1ea5t k\u1ef3 ph\u00e2n t\u00edch n\u00e0o ch\u1ec9 t\u1ed1t b\u1eb1ng ch\u1ea5t l\u01b0\u1ee3ng \u0111\u1ea7u v\u00e0o. Nh\u1eefng sinh vi\u00ean chi\u1ebfn l\u01b0\u1ee3c m\u1edbi th\u01b0\u1eddng ph\u1ee5 thu\u1ed9c v\u00e0o c\u00e1c ngu\u1ed3n th\u1ee9 c\u1ea5p \u0111\u00e3 l\u1ed7i th\u1eddi ho\u1eb7c thi\u00ean v\u1ecb. \u0110i\u1ec1u n\u00e0y d\u1eabn \u0111\u1ebfn nh\u1eefng k\u1ebft lu\u1eadn kh\u00f4ng ph\u00f9 h\u1ee3p v\u1edbi th\u1ef1c t\u1ebf.<\/p>\n<h3>C\u00e1c th\u1ef1c h\u00e0nh t\u1ed1t nh\u1ea5t trong nghi\u00ean c\u1ee9u<\/h3>\n<ul>\n<li><strong>So s\u00e1nh nhi\u1ec1u ngu\u1ed3n:<\/strong>\u0110\u1eebng ch\u1ec9 d\u1ef1a v\u00e0o m\u1ed9t b\u00e1o c\u00e1o th\u01b0\u1eddng ni\u00ean. So s\u00e1nh v\u1edbi c\u00e1c hi\u1ec7p h\u1ed9i ng\u00e0nh v\u00e0 h\u1ed3 s\u01a1 c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/li>\n<li><strong>Ki\u1ec3m tra ng\u00e0y th\u00e1ng:<\/strong>\u0110\u1ea3m b\u1ea3o t\u1ea5t c\u1ea3 d\u1eef li\u1ec7u t\u00e0i ch\u00ednh v\u00e0 th\u1ed1ng k\u00ea th\u1ecb tr\u01b0\u1eddng \u0111\u1ec1u c\u1eadp nh\u1eadt. D\u1eef li\u1ec7u c\u0169 c\u00f3 th\u1ec3 d\u1eabn d\u1eaft sai l\u1ec7ch v\u1ec1 c\u00e1c l\u1ef1c l\u01b0\u1ee3ng hi\u1ec7n t\u1ea1i.<\/li>\n<li><strong>Nghi\u00ean c\u1ee9u s\u01a1 c\u1ea5p:<\/strong>N\u1ebfu c\u00f3 th\u1ec3, h\u00e3y t\u00ecm d\u1eef li\u1ec7u ph\u1ecfng v\u1ea5n, \u0111\u00e1nh gi\u00e1 kh\u00e1ch h\u00e0ng ho\u1eb7c b\u00e1o c\u00e1o chu\u1ed7i cung \u1ee9ng. Nh\u1eefng ngu\u1ed3n n\u00e0y cung c\u1ea5p b\u1ed1i c\u1ea3nh \u0111\u1ecbnh t\u00ednh m\u00e0 con s\u1ed1 th\u01b0\u1eddng b\u1ecf s\u00f3t.<\/li>\n<li><strong>Ki\u1ec3m tra gi\u1ea3 \u0111\u1ecbnh:<\/strong>Li\u1ec7t k\u00ea r\u00f5 r\u00e0ng c\u00e1c gi\u1ea3 \u0111\u1ecbnh b\u1ea1n \u0111ang \u0111\u01b0a ra. N\u1ebfu b\u1ea1n gi\u1ea3 \u0111\u1ecbnh &#8216;chi ph\u00ed chuy\u1ec3n \u0111\u1ed5i th\u1ea5p&#8217;, h\u00e3y n\u00eau r\u00f5 \u0111i\u1ec1u \u0111\u00f3. \u0110i\u1ec1u n\u00e0y gi\u00fap ng\u01b0\u1eddi kh\u00e1c c\u00f3 th\u1ec3 th\u00e1ch th\u1ee9c l\u1eadp lu\u1eadn c\u1ee7a b\u1ea1n.<\/li>\n<\/ul>\n<h2>S\u1ef1 t\u01b0\u01a1ng t\u00e1c gi\u1eefa c\u00e1c l\u1ef1c l\u01b0\u1ee3ng \ud83d\udd17<\/h2>\n<p>Cu\u1ed1i c\u00f9ng, m\u1ed9t sai l\u1ea7m ph\u1ed5 bi\u1ebfn l\u00e0 coi n\u0103m l\u1ef1c l\u01b0\u1ee3ng m\u1ed9t c\u00e1ch t\u00e1ch bi\u1ec7t. Ch\u00fang t\u01b0\u01a1ng t\u00e1c v\u1edbi nhau. M\u1ed9t thay \u0111\u1ed5i trong m\u1ed9t l\u1ef1c th\u01b0\u1eddng l\u00e0m thay \u0111\u1ed5i l\u1ef1c kh\u00e1c.<\/p>\n<p>V\u00ed d\u1ee5, n\u1ebfu m\u1ed1i \u0111e d\u1ecda t\u1eeb c\u00e1c \u0111\u1ed1i th\u1ee7 m\u1edbi gi\u1ea3m do r\u00e0o c\u1ea3n cao h\u01a1n, c\u00e1c \u0111\u1ed1i th\u1ee7 hi\u1ec7n t\u1ea1i c\u00f3 th\u1ec3 ch\u1ecbu \u00edt \u00e1p l\u1ef1c h\u01a1n. \u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 cho ph\u00e9p h\u1ecd t\u0103ng gi\u00e1, t\u1eeb \u0111\u00f3 l\u00e0m t\u0103ng quy\u1ec1n l\u1ef1c \u0111\u00e0m ph\u00e1n c\u1ee7a nh\u00e0 cung c\u1ea5p (n\u1ebfu nh\u00e0 cung c\u1ea5p c\u00f3 th\u1ec3 thu ph\u00ed cao h\u01a1n m\u00e0 kh\u00f4ng lo kh\u00e1ch h\u00e0ng chuy\u1ec3n sang).<\/p>\n<p>Thay v\u00e0o \u0111\u00f3, s\u1ef1 gia t\u0103ng quy\u1ec1n l\u1ef1c c\u1ee7a ng\u01b0\u1eddi mua c\u00f3 th\u1ec3 bu\u1ed9c c\u00e1c c\u00f4ng ty ph\u1ea3i \u0111\u1ed5i m\u1edbi. S\u1ef1 \u0111\u1ed5i m\u1edbi n\u00e0y c\u00f3 th\u1ec3 l\u00e0m t\u0103ng m\u1ed1i \u0111e d\u1ecda thay th\u1ebf n\u1ebfu \u0111\u1ed5i m\u1edbi m\u1edf ra c\u00e1nh c\u1eeda cho c\u00e1c \u0111\u1ed1i th\u1ee7 m\u1edbi.<\/p>\n<h3>Ph\u01b0\u01a1ng ph\u00e1p t\u01b0 duy h\u1ec7 th\u1ed1ng<\/h3>\n<p>Khi vi\u1ebft ph\u00e2n t\u00edch c\u1ee7a b\u1ea1n, h\u00e3y bao g\u1ed3m m\u1ed9t ph\u1ea7n v\u1ec1 c\u00e1c m\u1ed1i quan h\u1ec7 ph\u1ee5 thu\u1ed9c l\u1eabn nhau. H\u00e3y \u0111\u1eb7t c\u00e2u h\u1ecfi:<\/p>\n<ul>\n<li>Quy\u1ec1n l\u1ef1c c\u1ee7a nh\u00e0 cung c\u1ea5p \u1ea3nh h\u01b0\u1edfng nh\u01b0 th\u1ebf n\u00e0o \u0111\u1ebfn c\u1ea1nh tranh?<\/li>\n<li>M\u1ed1i \u0111e d\u1ecda gia nh\u1eadp \u1ea3nh h\u01b0\u1edfng nh\u01b0 th\u1ebf n\u00e0o \u0111\u1ebfn quy\u1ec1n l\u1ef1c c\u1ee7a ng\u01b0\u1eddi mua?<\/li>\n<li>C\u00e1c s\u1ea3n ph\u1ea9m thay th\u1ebf c\u00f3 gi\u1edbi h\u1ea1n kh\u1ea3 n\u0103ng c\u1ee7a \u0111\u1ed1i th\u1ee7 trong vi\u1ec7c t\u0103ng gi\u00e1 kh\u00f4ng?<\/li>\n<\/ul>\n<p>Nh\u1eadn di\u1ec7n nh\u1eefng m\u1ed1i li\u00ean h\u1ec7 n\u00e0y s\u1ebd chuy\u1ec3n ph\u00e2n t\u00edch t\u1eeb m\u1ed9t b\u00e0i t\u1eadp ki\u1ec3m tra danh s\u00e1ch sang m\u1ed9t c\u00e1i nh\u00ecn chi\u1ebfn l\u01b0\u1ee3c to\u00e0n di\u1ec7n.<\/p>\n<h2>Nh\u1eefng \u0111i\u1ec3m m\u00f9 v\u1ec1 b\u1ed1i c\u1ea3nh \ud83c\udf0d<\/h2>\n<p>C\u00e1c khung chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u1eddng \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n trong b\u1ed1i c\u1ea3nh c\u1ee5 th\u1ec3, th\u01b0\u1eddng l\u00e0 Hoa K\u1ef3 ho\u1eb7c ch\u00e2u \u00c2u. \u00c1p d\u1ee5ng ch\u00fang v\u00e0o c\u00e1c th\u1ecb tr\u01b0\u1eddng \u0111ang ph\u00e1t tri\u1ec3n ho\u1eb7c c\u00e1c b\u1ed1i c\u1ea3nh v\u0103n h\u00f3a kh\u00e1c nhau m\u00e0 kh\u00f4ng \u0111i\u1ec1u ch\u1ec9nh s\u1ebd d\u1eabn \u0111\u1ebfn sai l\u1ea7m.<\/p>\n<h3>C\u00e1c y\u1ebfu t\u1ed1 b\u1ed1i c\u1ea3nh quan tr\u1ecdng<\/h3>\n<ul>\n<li><strong>Can thi\u1ec7p c\u1ee7a ch\u00ednh ph\u1ee7:<\/strong> \u1ede m\u1ed9t s\u1ed1 khu v\u1ef1c, nh\u00e0 n\u01b0\u1edbc \u0111\u00f3ng vai tr\u00f2 ch\u00ednh trong chu\u1ed7i cung \u1ee9ng ho\u1eb7c \u0111\u1ecbnh gi\u00e1.<\/li>\n<li><strong>S\u1edf h\u1eefu gia \u0111\u00ecnh:<\/strong> \u1ede nhi\u1ec1u th\u1ecb tr\u01b0\u1eddng ch\u00e2u \u00c1 v\u00e0 M\u1ef9 Latinh, c\u00e1c t\u1eadp \u0111o\u00e0n gia \u0111\u00ecnh chi ph\u1ed1i, l\u00e0m thay \u0111\u1ed5i c\u00e1c \u0111\u1ed9ng l\u1ef1c quy\u1ec1n l\u1ef1c.<\/li>\n<li><strong>Kinh t\u1ebf phi ch\u00ednh th\u1ee9c:<\/strong> \u1ede c\u00e1c th\u1ecb tr\u01b0\u1eddng \u0111ang ph\u00e1t tri\u1ec3n, m\u1ed9t ph\u1ea7n \u0111\u00e1ng k\u1ec3 c\u1ea1nh tranh c\u00f3 th\u1ec3 l\u00e0 phi ch\u00ednh th\u1ee9c, \u0111i\u1ec1u n\u00e0y kh\u00f4ng th\u1ec3 hi\u1ec7n r\u00f5 trong d\u1eef li\u1ec7u ti\u00eau chu\u1ea9n.<\/li>\n<\/ul>\n<p>Lu\u00f4n \u0111i\u1ec1u ch\u1ec9nh tr\u1ecdng s\u1ed1 c\u1ee7a t\u1eebng l\u1ef1c l\u01b0\u1ee3ng d\u1ef1a tr\u00ean b\u1ed1i c\u1ea3nh \u0111\u1ecba l\u00fd v\u00e0 v\u0103n h\u00f3a c\u1ee5 th\u1ec3 c\u1ee7a ng\u00e0nh.<\/p>\n<h2>Nh\u1eefng c\u00e2n nh\u1eafc cu\u1ed1i c\u00f9ng \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o \u0111\u1ed9 ch\u00ednh x\u00e1c chi\u1ebfn l\u01b0\u1ee3c \u2705<\/h2>\n<p>M\u00f4 h\u00ecnh N\u0103m L\u1ef1c c\u1ee7a Porter l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 m\u1ea1nh m\u1ebd, nh\u01b0ng kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t chi\u1ebfc k\u00ednh th\u1ea7n. N\u00f3 gi\u00fap c\u1ea5u tr\u00fac h\u00f3a suy ngh\u0129 v\u1ec1 l\u1ee3i nhu\u1eadn ng\u00e0nh. \u0110\u1ec3 s\u1eed d\u1ee5ng hi\u1ec7u qu\u1ea3, b\u1ea1n ph\u1ea3i tr\u00e1nh nh\u1eefng c\u00e1i b\u1eaby c\u1ee7a s\u1ef1 h\u1eddi h\u1ee3t, t\u01b0 duy t\u0129nh t\u1ea1i v\u00e0 \u0111\u1ecbnh ngh\u0129a qu\u00e1 h\u1eb9p.<\/p>\n<p>B\u1eb1ng c\u00e1ch t\u1eadp trung v\u00e0o c\u00e1c \u0111\u1ed9ng l\u1ef1c kinh t\u1ebf c\u1ed1t l\u00f5i thay v\u00ec c\u00e1c tri\u1ec7u ch\u1ee9ng b\u1ec1 m\u1eb7t, b\u1ea1n s\u1ebd t\u1ea1o ra ph\u00e2n t\u00edch c\u00f3 th\u1ec3 ch\u1ecbu \u0111\u01b0\u1ee3c s\u1ef1 ki\u1ec3m tra. H\u00e3y nh\u1edb r\u1eb1ng m\u1ee5c ti\u00eau l\u00e0 hi\u1ec3u r\u00f5 v\u1ec1 vi\u1ec7c t\u1ea1o ra v\u00e0 chi\u1ebfm l\u0129nh gi\u00e1 tr\u1ecb, ch\u1ee9 kh\u00f4ng ch\u1ec9 \u0111\u01a1n thu\u1ea7n \u0111i\u1ec1n v\u00e0o m\u1ed9t s\u01a1 \u0111\u1ed3.<\/p>\n<p>Li\u00ean t\u1ee5c th\u00e1ch th\u1ee9c c\u00e1c gi\u1ea3 \u0111\u1ecbnh c\u1ee7a ch\u00ednh m\u00ecnh. N\u1ebfu m\u1ed9t l\u1ef1c l\u01b0\u1ee3ng d\u01b0\u1eddng nh\u01b0 y\u1ebfu, h\u00e3y t\u00ecm ki\u1ebfm b\u1eb1ng ch\u1ee9ng k\u1ef9 l\u01b0\u1ee1ng h\u01a1n. N\u1ebfu m\u1ed9t l\u1ef1c l\u01b0\u1ee3ng d\u01b0\u1eddng nh\u01b0 m\u1ea1nh, h\u00e3y x\u00e1c minh xem c\u00f3 c\u00e1c y\u1ebfu t\u1ed1 gi\u1ea3m nh\u1eb9 hay kh\u00f4ng. C\u00e1ch ti\u1ebfp c\u1eadn ph\u1ea3n bi\u1ec7n n\u00e0y ph\u00e2n bi\u1ec7t c\u00f4ng vi\u1ec7c chi\u1ebfn l\u01b0\u1ee3c chuy\u00ean nghi\u1ec7p v\u1edbi b\u00e1o c\u00e1o trung b\u00ecnh.<\/p>\n<p>Gi\u1eef d\u1eef li\u1ec7u c\u1ee7a b\u1ea1n lu\u00f4n c\u1eadp nh\u1eadt, ph\u1ea1m vi ph\u00e2n t\u00edch r\u1ed9ng m\u1edf v\u00e0 t\u1eadp trung v\u00e0o nhu c\u1ea7u c\u1ed1t l\u00f5i c\u1ee7a kh\u00e1ch h\u00e0ng. K\u1ef7 lu\u1eadt n\u00e0y s\u1ebd mang l\u1ea1i nh\u1eefng nh\u1eadn \u0111\u1ecbnh c\u00f3 th\u1ec3 h\u00e0nh \u0111\u1ed9ng v\u00e0 b\u1ec1n v\u1eefng.<\/p>\n<p>\u00c1p d\u1ee5ng nh\u1eefng b\u00e0i h\u1ecdc n\u00e0y v\u00e0o nghi\u00ean c\u1ee9u tr\u01b0\u1eddng h\u1ee3p ti\u1ebfp theo c\u1ee7a b\u1ea1n. S\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa m\u1ed9t \u0111i\u1ec3m s\u1ed1 t\u1ed1t v\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c xu\u1ea5t s\u1eafc th\u01b0\u1eddng n\u1eb1m \u1edf \u0111\u1ed9 s\u00e2u c\u1ee7a ph\u00e2n t\u00edch n\u00e0y.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>C\u00e1c khung ph\u00e2n t\u00edch chi\u1ebfn l\u01b0\u1ee3c l\u00e0 c\u00f4ng c\u1ee5 thi\u1ebft y\u1ebfu \u0111\u1ec3 hi\u1ec3u b\u1ed1i c\u1ea3nh c\u1ea1nh tranh. Trong s\u1ed1 \u0111\u00f3, m\u00f4 h\u00ecnh N\u0103m L\u1ef1c l\u01b0\u1ee3ng c\u1ee7a Michael Porter v\u1eabn l\u00e0&hellip;<\/p>\n","protected":false},"author":1,"featured_media":181,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_title":"Ph\u00e2n t\u00edch N\u0103m L\u1ef1c c\u1ee7a Porter: 7 sai l\u1ea7m sinh vi\u00ean th\u01b0\u1eddng m\u1eafc ph\u1ea3i (v\u00e0 c\u00e1ch kh\u1eafc ph\u1ee5c)","_yoast_wpseo_metadesc":"H\u1ecdc ph\u00e2n t\u00edch N\u0103m L\u1ef1c c\u1ee7a Porter. Tr\u00e1nh nh\u1eefng sai l\u1ea7m chi\u1ebfn l\u01b0\u1ee3c ph\u1ed5 bi\u1ebfn li\u00ean quan \u0111\u1ebfn quy\u1ec1n l\u1ef1c nh\u00e0 cung c\u1ea5p, c\u1ea1nh tranh v\u00e0 r\u00e0o c\u1ea3n gia nh\u1eadp. H\u01b0\u1edbng d\u1eabn th\u1ef1c t\u1ebf cho sinh vi\u00ean.","inline_featured_image":false,"fifu_image_url":"","fifu_image_alt":"","footnotes":""},"categories":[8],"tags":[5,7],"class_list":["post-180","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategic-analysis","tag-academic","tag-five-forces-analysis"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ph\u00e2n t\u00edch N\u0103m L\u1ef1c c\u1ee7a Porter: 7 sai l\u1ea7m sinh vi\u00ean th\u01b0\u1eddng m\u1eafc ph\u1ea3i (v\u00e0 c\u00e1ch kh\u1eafc ph\u1ee5c)<\/title>\n<meta name=\"description\" content=\"H\u1ecdc ph\u00e2n t\u00edch N\u0103m L\u1ef1c c\u1ee7a Porter. Tr\u00e1nh nh\u1eefng sai l\u1ea7m chi\u1ebfn l\u01b0\u1ee3c ph\u1ed5 bi\u1ebfn li\u00ean quan \u0111\u1ebfn quy\u1ec1n l\u1ef1c nh\u00e0 cung c\u1ea5p, c\u1ea1nh tranh v\u00e0 r\u00e0o c\u1ea3n gia nh\u1eadp. 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