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quản trị chiến lược tại công ty bibica,
!"#$%&'' ! "# $ %&' MÔN QU N TR CHI N LẢ Ị Ế Ư CỢ CÔNG TY BIBICA !"#$%&'' ()*+ ()*+,-*.* /0*1123*+ 4+5+6789 :;*17<*1+=>* ',?*@*5*+ #4+9*+$9* A1(BC*7<*1+D3 E1(BC*F3+G= HI1(BJ*7<* ;*1+5+KB,9*1 M,c l,c %&-."/!"# -.-012213 L*1MB3NO+?*PG*+QR78=J*S93TM=U*M+V*W<O+V*X/Y*1QR73Z9*+<[GB /\*18=J*S9]*9BW<3L*1MB3NO+?*/\*18=J*S9^_/`3M+<*+WaOMb*@[ HH+G*1HHEM+c7d(B>M_5*+ef:HHE%g3Z9+ZM/h*13+i*+O+Z O+V*X/Y*1PG*+gQR7g*+9_/`33+(Bj*M+<*+3L*1MB3NO+?*PG*+QR78=J*S9 h=*@*1Wk3e6*X(-MWD3[h=M+<*+WaOW<'M-*QR7*1<BL*1MB_lm?*m?*[Y,n*1 +7oM_n*1*9*13L*1e(-Mp<_9mo*1+T9e6*O+q[=r**9B3L*1MBW<[nMM,7*1 *+s*1_0*p5e6*X(-MPG*+QR7Wh**+-M=rM9[ph=3L*1e(-MM+=>MQ>W<EM-* PG*+*1<BEM-**+9*1<Bp<H'M-*QR7*1<B Hình 1.1. Logo công ty Bibica -.45 67891:;7 6*X(-MQ=*+m79*+M,7*1p<*17<=*/h3M,7*13G3Wt*+pk3pU3L*1*1+r3+> P=>*PG*+gQR7g*+9 u(-MQ+q(3G3e6*O+q[PG*+gQR7g*+9p<3G3W7o=+<*1+T9Q+G3 +aOQ+q(3G3M+=>MP53L*1*1+r*1(BJ*paMW=r(O+v3pv3+7e6*X(-M3Z9 3L*1MB -.<012=011 >? @71A =9=_7o*HHgHH L*1MB/\*18=J*S9M+<*+WaO O+V*X/Y*1PG*+ _/`3M+<*+WaOp<[Y,n*1m?*_>**@*1e(-M'M-**1<B 1<BHHE+ZM/h*1+i*+O+Z_lQwd(B>M_5*+ef:HHE%g1 O+Jm(BrMO+/0*1G*3NO+?*+T9p<3+(Bj*O+V*X/Y*1PG*+QR7p<*+93Z9L*1MB : /\*18=J*S9Mx[nMPnO+a*3Z9m79*+*1+=rO*+<*/h3M+<*+L*1MBNO+?* 8G*+R78=J*S9 1<BHHHH_o=+n=3N_L*13Z9L*1MBNO+?*8G*+R78=J*S9_l M=>*+<*+M+L*1d(9y=r(WrMN3+F3p<+7oM_n*1z3Z9L*1MBNO+?*8G*+R7 8=J*S9 +G*1L*1MB8=P=39_lp=*+mkW<3L*1MBPG*+QR7_?(M=J*3Z9=rM 9[3+i*+M+F3*+a*1=GB3+F*1*+a*_oMM=J(3+(q*{H3Z9MN3+F38%.*+ d(f3 1<B#L*1MB_/`3|B89*+F*1+7G**+<*/h33-OO+}O*=J[ B>MM,J*M+5M,/\*13+F*1Q+7G*p<3+i*+M+F31=97m53+Mo=M,(*1MV[1=97m53+3+F*1 Q+7G*M+<*+O+f~+i=*+Mb_?(M+G*1 +G*1:3L*1MBQ+G*+M+<*+*+<[GB8G*+R78=J*S9Mo=Q+(3L*1 *1+=rO<=~*1=9$V[<n= ?(*@['3L*1MB,9_\=mS*1e6*O+q[m=*+m/•*1ph=ekM/p-*3Z9=r* =*+/•*1=rM9[ @[#3L*1MB_?(M/mVB3+(BU*e6*X(-MPG*+(,93T*1(~*1f3+V( €(ph=3L*1e(-MM-**1<B+G*1A3L*1MB+`OMG3ph=$7MMcg<*%(f3 @[H3L*1MBXVBmk*1mVB3+(BU*e6*X(-MPG*++737O=cM+c73L*1*1+r 3Z9$7MMc -.BCD2E3F5DG ?[*+•*HI13 @71AJ0KL837:CM N 1?DO F[r*+ (*13-O3+7Q+G3++<*1*+s*1e6*O+q[3T1=GM,5m=*+m/•*1_6[P679* M7<*pre=*+M+k3O+q[+•*+M+F3_RO+-Om‚*M-M36p•eF3Q+ƒcp<ek/9M+i3+ 3Z9Q+G3++<*1 +L*1*1b*136=M=>*3L*1MG3d(6*Ww*V*13973+-MW/`*1e6*O+q[p<m53+ pv_j3T_/`3e6*O+q[p<m53+pvMfM*+-Mph=1=GM+<*+MfM*+-M ' (BM,•[f=d(9*+r3K*13TW`=ph=3G3_o=Ww*+<O+V*O+f=*+<3(*1F*1p< 3G3_f=MG3Q=*+m79*+Q+G3 TM,G3+*+=r[ph=Xl+n=_T*11TOMi3+3k33+7Xl+n=P67pr[L=M,/\*1p• 3+-MW/`*13(n3ef*13Z93n*1_~*1 o7_=U(Q=r**V*13973+-MW/`*1*1(~**+V*Wk3_6[P67[L=M,/\*1W<[ p=r3p<30+n=O+GMM,=j*P•*+_„*13+7*1/\=W97_n*1 (BM,•p<36=M=>*W=J*Mv3+rM+f*1d(6*Ww3+-MW/`*1M+c7M=J(3+(q*{ HEp<M=J(3+(q*.7mc -.PQ:R1S 5 + Hình 1.2. Sơ đồ tổ chứccông ty Bibica -.*=C >?'J ? L*1MB+=r**9B3+=>[Q+76*1E…M+5O+?*M+5M,/\*1PG*+QR7=rM9[ †*1*@[3L*1MB_/9,9[v3M=J(M@*1M+5O+?**n=_59Mb…g:…*@[*9B_oM …M+5O+?*PG*+QR7M,7*1*/h38=P=39_9*1O+-*_-(ph=[v3M=J(*@[E M,YM+<*+_0*p5PG*+QR7+<*1_?(Mo==rM9[ph=M+5O+?*W<… # %&4.%TUV"WXYZ!"#'' 4.-0 A1[JS1187=\1] ^701 >? @71A'J ? 4.-.-17R\_ =r(d(63Z93G3M+ZMv33+7p=r3M(Bj*[n+(-*W(Br*p<_UPoMM-M363G33-O 3Z9*1/\=W97_n*1G=*<BQ+Gd(9*M,2*1M,7*1p=r3d(6*M,53+-MW/`*1_;3P=rM M,7*1*1<*+e6*X(-MW<3L*1MB8=P=397 ‡ M(BJ ˆ *m( ‡ *13+(BJ**1+=J ‡ Op9 ‰ M+/ ‡ 3+=J ‡ *ML Š M 39 Š 3Q+V(M,7*1M(BJ ˆ *m( ‡ *1_J ˆ 37 Š _/0 ‡ 3*+V*p=J*ML Š M179 ‰ =,939 Š 3*+V*p=J*_J ‰ (+=J ˆ ( ,7 ‹ *+=J ‡ [p( ‡ p9 ‰ 37 Š *@*1W/ ‡ 33L*1p=J ‡ 3*+0 ‰ d(9 Š M,Œ ‰ *+_9 ‰ 7M9 ‡ 7P9 ‰ =P9 ˆ * L=M,/\*1W<[p=r3*+†[1=6[M+=j(ekp•*1[;Mp<1=sMŽWrM+(BJ*3+(Bj*Y [F3[7*1_`=•>(Mf*+†[1=s*+V*p=J*_b*1_j*+V*p=J*3+oBd(9_n=Po*p< 1=6[3+=O+i_<7Mo7Wo=*+V*p=J*W<[3+73L*1p=r33TMi*++=r(d(6397 kM/0*1M+i3+3Z9303-(MN3+F3p<3+=>*W/`3*1(~**+V*Wk3ph=3+=>*W/`3 3Z93G3_0*p5Q=*+m79*+3+=>*W/`3p<3+=>*W/`3MN*1M+j3Z93L*1MBG=*<Bd(9* M,2*1p=r3M/0*1M+i3+M,7*1d(6*M,5*+V*Wk3W<3?*M+=>Mp•*+/M+>*Te•1=DOMo7 _/`3ek+=r(d(6M,7*1[v3M=J(3+(*13Z93L*1MB0 Š =e0_L ‰ 303V Š (3+/ Š 3*@*1MV ‡ O M,(*1p9 ‰ 7+9=[9 ˆ *13+( ˆ BJ Š (W9 ‰ e9 ˆ *X(V Š Mp9 ‰ Q=*+m79*+[L+Œ ‰ *+*9 ‰ BQ+9 Š O+( ‰ +0Op0 Š = 3L*1MBp/ ‰ 9e9 ˆ *X(V Š Mp9 ‰ O+V*O+L Š =e9 ˆ *O+V ˆ [*+/8=P=39 4.-.4%011 @77G kM+<*+3L*13Z93G3+7oM_n*1*1+=J*3F(p<O+GMM,=j*]_N=[h=d(6M,i*+e6* X(-Mp<e6*O+q[^G=*<BM/0*1_f=d(9*M,2*1p•*Te•1=DO1=6[3+=O+ie6*X(-Mp< M@*1ekN*_5*+3+-MW/`*13Z9e6*O+q[17<=,9*T3S*1=DOO+GMM,=j*M+5M,/\*1 [v3M=J([h= 8=P=39d(9M/ ‰ *11=9=_79 ‡ *W(L*_V ‰ (M/3+7*+/ ‹ *1mVB3+(BJ ‰ *3L*1*1+J ‡ M=J*M=J Š * M/ ‰ e9 ˆ *X(V Š M3+7_J Š *_7 Š *117 Š = +-MW/`*1M,7*1[f=d(9*+rW<[p=r31=s93G*Pn3Z9PnO+a**1+=J*3F(O+GM M,=j*p<3G3PnO+a*Q+G3>(3G=*<BQ+L*1MfMM+•ek+=r*m=r*3Z9p=r3O+GMM,=j* 3L*1*1+re•Q+L*1_GOF*1_/`3*+(3?(M+5M,/\*1*17<=,9ek_N=[h=*>(Q+L*1 3TekO+f=+`OMfM1=s93G3PnO+a*e•W<[3+73L*1MBO+GMe=*+M+J[3+=O+i 4.-.<)?F`D +GMM,=j*3G3*1(~*_?(p<7Q+G3*+9(*+†[1=6[M+=j(ekO+vM+(n3p<7[nM *+<3(*13-O=r3*<B*+†[Mo7ek3o*+M,9*+M,7*1p=r33(*1F*1*1(BJ*paMW=r( Q+L*1P5M,C+<*1M,•M,rp=r3e6*X(-M (9e•[*1(BJ*paMW=r(mk9M,J*30eY_D*1M+\=1=9*+9B3+=O+iM+-O*+-M +9B[F3_n3+-MW/`*1O+K+`O*+-M•>(Mf*<B*+†[W<[3+7p=r3[(9e•[O+K+`O ph=3+=>*W/`3MN*1M+j3Z93L*1MB*TQ+L*1W<[3+73L*1MB1;O[V(M+(q*Q+=,93G3 d(B>M_5*+ +s*1d(9*+rWV(m<=PU*ps*1_f=ph=3G3*+<3(*13-OWI==U(*<BW<[3+7 p=r33(*1F*1e6*O+q[N*_5*+pU3+-MW/`*1p<1=G361=DOp=r3e6*X(-M_/`3N* _5*+36pU3+-Mp<W/`*1 4.-.Ba1b 91C7 >? @71A @*1Wk3M,7*1p=r3*+a*mo*13G330+n=O+GMM,=j*[h=p<*+s*1_cm29M=U[ *@*13Z9[L=M,/\*1=r3*<B1=DO3L*1MBM•[_/`330+n=O+GMM,=j*p<1=6[M+=j( ,Z=,7M,7*1p=r3M+-MPo=M,7*1[nMmkG**<7_T_;3P=rMW<3G3mkG*d(9*M,2*1 +-MW/`*13Z9+rM+f*1+7o3+_5*+3+=>*W/`3_j_oM[v3M=J(3Z93L*1MBW9 ‰ ,V Š MP9 ‰ =P9 ˆ *p9 ‰ X(BJ*e(L Š Mp=r3*<B1=DO3L*1MB3TM+jM+k3+=r*M,0*M,(3G3[v3M=J( 3Z93L*1MB L*1MBexmv*1+rM+f*1M+L*1M=*+4M,`p=r3,9d(B>M_5*+3+=>*W/`*1+<*1 *1<B=r3M=>O3a*ph=1=6=O+GO‘’3Z9{,93Wc]m7M,(*1MV[53+v‘’“”M/ p-*p<M,=j*Q+9=^3vM+jW<e6*O+q[O+?*[U[_T*11T={,93Wc‘g8(e=*cee(=Mc Oc3=9W‘m=M=7*_lp<_9*11=DO8=P=39eY+s(d(BM,•*+F*1mv*1O+NP=>*Mo=*+=U( 3L*1MBM,J*M+>1=h=8=P=39_lF*1mv*1_?B_Z3G3Mi*+*@*13Z9PnO+?*[U[P97 1~[d(6*WwM<=3+i*+Q>M7G*d(6*WwPG*+<*1d(6*Ww[(9+<*1d(6*WwQ+7d(6* Wwe6*X(-M=U(*<B1=DO8=P=39d(6*Ww+7oM_n*1m79*+*1+=rOQ+79+23+0*_/9,9 3G3PG73G73+i*+XG3_;3P=rMW<3(*13-O3G3PG73G7M<=3+i*+M=*3aB3+73N_L*1 8=P=3937 Š [L ‡ M+J ‡ M+L Š *130e0 ˆ +9 ‡ MV ‰ *1p/ ‹ *1[9 ‡ *+_9 Š O/ Š *1*+(3V ‰ (3+7e/ ‡ O+9 Š M M,=J ‰ *3( ˆ 93L*1MBM,7*1*+=J ‰ (*@[M0 Š = 4.-.P3 ]c8?7G= 012167E[ 8=P=39+•*+M+<*+M+<*+M,J*30eYO+V*X/Y*1PG*+QR7p<[o3+*+93Z93L*1 MB_/\*18=J*S9ph=pf*_=U(WrP9*_?(W<'M•,7*1*@[3L*1MB M@*1pf*_=U(Wr+9=W?*W?*M+F*+-Mp<7M+G*1WJ*'M•mk9M,J**1(~*pf* Mi3+W–B3T_/`3e9(+9=*@[+7oM_n*1m/h=+•*+M+F3O+GO*+V*3L*1MB3NO+?*p< W?*M+F+9=p<7M+G*1AQ+=3L*1MBQJ(12=M+J[pf*3N_L*1*V*1WJ*'#M• 1(~*pf*3Z93L*1MB3NO+?*8=P=39M@*1_G*1QjM,7*1*@[Ae9*1E m73(f=*@[A3L*1MB3NO+?*8=P=39_l3+(Bj**+/`*13+7MaO_7<*$7MMc“<* %(f3…MN*1ef3NO+?*]Q+76*1:#M,=r(3NO+?*^b_T3+7M+-B_/`3M=U[Wk3M<= 3+i*+ps*1[o*+3Z93L*1MB3NO+?*8=P=39e9(M+/0*1pv[(9PG*_T Hình 2.1. Nguồn vốn công ty Bibica qua các năm $7MMcm?*M@*1M•WreY+s(WJ*E#…*@[p<e9(_TM@*1WJ*:…e9( O+=J*1=97m53+*1<BEg+/paBYM+\=_=j[+=r*Mo=3L*1MB8=P=393T' *+T[3N_L*13+i*+*17<=$7MMcM+•3S*3T*+T[3NO+?*m7L*1MBM,G3+*+=r[+s( +o*%(6*Ww%(—]…^,/0*1+D+=>*p<123123+<*+“M+<*+p=J* n=_~*1d(6*M,53L*1MB8=P=39]A…^*+T[3N_L*1M,7*1*/h3]A…^p<*+T[ 3N_L*1*/h3*17<=3S*Wo=]'#…^%(GM,•*+1TOpf*1=DO8=P=39M@*13/\*1*1(~* Wk3M<=3+i*+d(B[Le6*X(-Mp<3+(Bj*1=973L*1*1+r(B*+=J*3–*1_l*6Be=*+ *+=U([V(M+(‚*1=s98=P=39p<$7MMcM,7*1Q=j[e7GM+7oM_n*13Z93L*1MB*+/$7MMc [(f*M+9B_N=MJ*3L*1MBM+<*+$7MMc“8=P=39_;M[GB3+Zec,pc,Mo=<*%(f3 8=P=39O+6=3+5(3+=O+i[9,QcM=*13+7$7MMcO=cge6*O+q[,=J*13Z93L*1MB$7MMc >MM+D3*@[3L*1MB3NO+?*PG*+QR78=P=39_oM_/`3m79*+M+(HHM• _~*1W`=*+(a*_oMe9(M+(>_oM'EEMŽ_~*11=6[…e7ph=*@[m7m79*+M+( PG*+<*11=6[[o*+M,7*1Q+=3+=O+iQ+L*1M+9B_N=*+=U( +ŽefM+9*+M7G*+=r*+<*+p<M+9*+M7G**+9*+3Z93L*1MBWh*+0*M,7*1M-M 363G3*@[_=U(*<B3+7M+-B3L*1MB3TM=U[Wk3M<=3+i*+ps*1[o*+_;3P=rMW<3+Ž efM+9*+M7G*+=r*+<*+Wh*+0*]p<%^ ,7*1*@[3+Žef’{.1=6[Mb#…X(f*13S*…m7+7GM_n*1Q=*+ m79*+M,7*1*@[Q+L*1+=r(d(6M(B*+=J*Mh=%3+Žef’{._oM_/`3'… 3+7M+-BM•*++•*++7oM_n*1Q=*+m79*+Q+6d(9*+0* ŽWr*`O+6=M,6pf*3+ZeY+s(*1<B3<*11=6[A…]^…]^#… ]%^<*†[Q+76*1…3+7M+-BMŽWr*`3Z93L*1MB_9*1*†[M,7*1Q+76*19* M7<*p<3TQ+6*@*1_?(M/M+J[p<7*+=U(m9*+[v3Q+G3 6D 4dde 4d-d 4d-- 4d-4 79*+M+(PG* +<*1p<3(*13-O m53+pv #H#H:#'A AH:'#:#A# H#E:##A# HEHA'E:
