Phạm-Thị-Phương

I HC NNGPHN HIU TI KON TUM

TI: PHN TCH CC HOT NG KINH DOANH QUC T CA CNG TY BOEING

GV: NGUYN TH HOASV: PHM TH PHNG Lp: K612QT

KonTum, ngy 04 thng 04 nm 2015

MC LC

MC LC2LI M U3PHN 1.TNG QUAN V CNG TY BOEING41.1 Gii thiu chung41.2 Lch s hnh thnh41.3 Tm nhn, s mnh v gi tr.61.3.1Tm nhn61.3.2S mnh71.3.3Gi tr71.4 Trit l kinh doanh81.5 Cc lnh vc hot ng kinh doanh9PHN 2: S KHC BIT TRONG MI TRNG KINH DOANH QUC GIA.112.1 Mi trng vn ha112.2 Mi trng chnh tr, lut php.122.3 Mi trng kinh t132.4 Mi trng cng ngh15PHN 3: CHIN LC KINH DOANH QUC T.173.1 Chin lc kinh doanh quc t173.1.1 Chin lc kinh doanh173.1.2 Chin lc kinh doanh quc t213.2 C cu t chc thit k theo chin lc kinh doanh quc t23PHN 4: PHNG THC THM NHP TH TRNG QUC T25PHN 5: QUN TR HOT NG KINH DOANH QUC T.305.1 C cu t chc305.2 H thng kim sot325.2.1. Kim sot hnh vi325.2.2. Vn ha t chc.34PHN 6: KT LUN37

LI M UHin nay, ton cu ha tr thnh mt xu th tt yu ca nn kinh t th gii. Ton cu ha em th gii li gn hn thng qua vic trao i hng ha, giao lu v kinh t, vn ha, x hi gia nhiu quc gia vi nhau. Tuy nhin, tc hi nhp ton cu nhanh chng cng to ra nhiu thch thc mi, i hi cc cng ty a quc gia phi c nhng chin lc cnh tranh ph hp, ng n c th cnh tranh trong mi trng kinh doanh khc lit hin nay. V th cc cng ty a quc gia cn c bit ch trng n chin lc kinh doanh v nht l trong mi trng cnh tranh ngy cng khc lit nh hin nay th vn lm sao c th ti thiu ha chi ph, ci tin cht lng sn phm li tr nn mt vn nan gii.Boeing l mt mt trong nhng cng ty hng khng ln, nh sn xut cc loi my bay ch khch thng mi v cc h thng an ninh, khng gian v quc phng ng u th gii trong nhiu nm. Khi bc sang th k 21, Airbus - i th truyn kip n t chu u gy rt nhiu kh khn cho Boeing. V vy m Boeing chun b sn sng p tr. s l mt lot cc chin lc kinh doanh quc t, trong Boeing s c chin lc thm nhp th trng quc t th no nng cao nng lc cnh tranh, gi vng v th ca mnh.Trong bi tiu lun ny, em xin trnh by nhng ni dung khi cng ty Boeing tham gia vo th trng quc t. Do kin thc cn hn ch nn bi vit cn nhiu thiu st, em mong nhn c s gp ca c gio. Em xin chn thnh cm n c!

PHN 1.TNG QUAN V CNG TY BOEING1.1 Gii thiu chung Loi hnh cng ty: C phn hu hn (M c phiu: BA c nim yt ti NYSE: S giao dch chng khon New York) Boeing c thnh lp vo nm 1916. Tr s chnh ta lc ti Chicago, Illinois, Hoa K. Thnh vin ch cht ca cng ty: Jim McNerney (CEO). i nt v tnh hnh ti chnh ca cng ty: Doanh thu (2010): 64,3 t USD. Doanh thu tng trng (so vi nm 2009): -5,8%. Li nhun 2010: 4,971 t USD Li nhun tng trng so vi nm 2009: 137% Doanh thu qu I, II, III (2011): 49,1 t USD. Doanh thu tng trng so vi qu I, II, III 2010: 2,7% Sn phm: my bay thng mi; my bay qun s, cc sn phm cho quc phng, an ninh v khng gian. S lng nhn vin: Hn 170.000 Khch hng: 150 quc gia Slogan: Forever new frontiers Website: http: //www.boeing.com1.2 Lch s hnh thnhKhi anh em nh Wright thc hin chuyn bay u tin lch s ca mnh vo nm 1903 ti Kitty Hawk, mt chng thanh nin gc Detroit tn l William Boeing tham gia v ngay lp tc say m m ui vi nhng g ng nhn thy. Trn ng quay v Seattle, Boeing thu ht c mt k s hi qun tn l George Conrad Westervelt ( ng tng tt nghip hc vin Hi qun Hoa K v ang ng u nh my sn xut my bay ca Hi qun) bng mt cuc tr chuyn bt tn v tng lai ca nhng chuyn bay.Nm 1915, William Boeing tm n gp nh tin phong trong lnh vc hng khng thi by gi l Glenn Martin hc hi cch thit k mt chic my bay. V n u nm 1916, ng cng vi k s hi qun George Conrad Westervelt thit k thnh cng mt chic thy phi c gn vi tn ca hai ngi l B&W. Cng vi l s ra i ca cng ty B&W c thnh lp ti Seatle, Washington, M.Cui nm 1916, William Boeing thu 2 ging vin c thm nin trong trng k thut Washington l Claire Egtvedt ( sau ny cng l ch tch ca cng ty ) v Phil Johnson m cc kha hc v thit k v ch to my bay cho cc cng nhn ca cng ty mnh. Cng vi , William Boeing mi 1 k s hng khng ni ting l Wong Tsoo tham gia vo vic thit k my bay ca cng ty mnh. n nm 1917, bin ch ca cng ty c 28 ngi bao gm phi cng, th mc, th thit k my bay v th may.Sau khng lu, cng ty B&W i tn thnh Pacific Aero Company v n cui nm 1917, cng ty li i tn thnh Boeing Airplane Company. Trong nm ny, cng ty thit k nhng chic my bay qun s phc v cho Hi qun Hoa K trong chin tranh th thi th 1 ( in hnh nh chic thy phi c Model-C v Model-Cs )Cui nm 1918, khi chin tranh th gii th 1 kt thc, qun i khng dng n cc my bay qun s, cc hp ng ca cng ty b hy b v tn ti cng ty phi chuyn sang lnh vc mi l thit k t, quy hng v ni tht cho mt cng ty v cc ca hng bnh ko.Tuy nhin, n nm 1919 vi cc hp ng v my bay dn s nh 25 chic thy phi c HS-2Ls, Boeing-C700, Boeing-L6cng ty sn xut tr li. V r rng pht trin thnh vng cng ty cn thit k v sn xut hng lot cc my bay ca ring mnh.Nm 1929, cng ty Boeing Airplane Company v nh sn xut ng c Pratt & Whitney kt hp vi nhau to thnh cng ty mi l United Aircraft and Transport Corporation. Sau United Aircraft and Transport Corporation cng kt hp vi hng lot cc cng ty lin quan n vic thit k v sn xut my bay nh: Chance Vought nh sn xut my bay chin u ca Hi qun Hoa K, Hamilton Metalplance Co nh sn xut chn vt, Sikorsky and Northrop nh sn xut qut thp tiu chun v Varney Airlines- hng hng khng v vn ti ln ca Hoa K.Nm 1934, Hoa K ban hnh o lut Air mail cm cc nh sn xut my bay v cc cng ty hng khng khng cng di mt cng ty , do cng ty United Aircraft and Transport Corporation li tch thnh 3 cng ty nh hn trong c cng ty Boeing Airplane Company - l cng ty Boeing ngy nay.1.3 Tm nhn, s mnh v gi tr.1.3.1Tm nhnTm nhn ca Boeing: mi ngi lm vic vi nhau nh mt doanh nghip ton cu v v tr dn u ngnh hng khng.Lm sao lm c iu :Tt c mi ngi lm vic nh mt Boeing thng nht;Mang li gi tr cho khch hng;Dn u v i mi;y mnh tng trng thng qua nng cao nng sut lao ng;Tn dng li th ton cu. xc nh c tm nhn ca mnh, Boeing nh gi v th ca doanh nghip trong thi im hin ti cng nh v tr mi m h mong mun t c trong tng lai. Boeing nh ra nhng trng tm trong kinh doanh m h phi quan tm c bit:Tp trung quan tm v nghin cu chi tit v khch hng;Vn ti nhng nh cao v cng ngh;Tch hp cc h thng vi quy m ln;Gii php cho vng i sn phm;Doanh nghip sn xut tinh gn ton cu.1.3.2S mnh Nguyn gc: Boeings mission is to become the leading aerospace and defense company. We create continuous quality, growth and profitability based oon continuous improvement to our planes as preferred by our customers wordwide (Phil Condit pht biu, 1997)Bn dch: S mnh ca Boeing l tr thnh cng ty dn u v hng khng v tr v quc phng. Chng ti to ra s lin tc gia tng trong cht lng, tng trng v li nhun da vo vic lin tc ci tin to ra nhng chic my bay c a thch hn cho khch hng trn ton th giiVi s mnh nay, Boeing tp trung ngun lc cua minh vao hoat ng R&D co th sang tao, i mi, tao ra nhiu loai may bay mi giup khach hang a thich, la chon, ng thi tao ng lc lam vic cho nhn vin tao ra li th canh tranh so vi cac i thu.1.3.3Gi trTi Boeing, nhng gi tr chung c to ra nhm gip Boeing t nh ngha bn thn cng nh nhng kim ch nam hnh ng Boeing sm t n v tr m n mong mun. Nhng gi tr m Boieng coi trng l:S trung thc: Boeing xy dng nhng tiu chun o c cao nht v cam kt tun theo nhng tiu chun . Mi ngi s phi chu trch nhim c nhn trc mi hnh ng ca mnh.Cht lng: Boeing c gng c c cht lng dn u v khng ngng ci tin v mi mt v vt qua mi k vng ca cc bn lin quan.An ton: Boeing coi trng cuc sng v sc khe ca mi ngi v cam kt s hnh ng duy tr s an ton trong mi trng lm vic, trong sn phm v dch v. Boeing s khng v hon thnh mc tiu v cht lng, chi ph, tin m xem nh vn an ton.a dng v thng nht: Boeing coi trng nhng k nng, im mnh v quan im ca mi c nhn. iu to ra s a dng Boeing. Nhng ng thi, cng ty cng khuyn khch tinh thn hp tc, mi ngi cng tham gia trong vic tm kim nhng gii php tha mn khch hng, t t c mc tiu ca cng ty.Thnh tht v tn trng: Boeing hnh ng trn tinh thn thng thn, nht qun v trung thc trong mi vn . Cng ty coi trng vn ha ha ng, ci m, mi ngi u c i x bnh ng v c c hi ng gp nh nhau.Cng ng doanh nghip: Boeing s l mt i tc, hng xm, cng dn c trch nhim vi cng ng v khch hng. Cng ty mong mun em li hnh phc, sc khe cho mi ngi, gai nh v cng ng. Cng ty s bo v mi trng, h tr gio dc v nhng vn x hi khc.S thnh cng ca cc bn lin quan: Boeing s cung cp cho khch hng nhng t ph tt nht v mt li th cnh tranh trn th trng ca h. Cng ty s cho ngi lao ng mt mi trng lm vic an ton, o c vi nhng khon i ng hp dn v c hi c ng gp nhiu hn cho doanh nghip. Boeing s gia tng gi tr cho c ng, thc hin hp tc kinh doanh hp php v c o c vi cc nh cung ng; xy dng mt cng ng mnh trn khp th gii.1.4Trit l kinh doanhTrit l kinh doanh, gi tr ni ting ca Boeing l : Mo him, sng to Cng ty lun ci tin k thut v a ra nhng pht minh mi. Cng ty lun tip tc m rng cc dng sn phm v dch v p ng nhu cu ca khch hng ang ni ln. Phm vi hot ng rng ln ca cng ty bao gm: kh nng to mi, hiu qu hn ca cc n v kinh doanh, to ra gii php cng ngh tin tin khng ngng. Boeing s dng hn 170.000 ngi trn khp Hoa K v 70 quc gia. i din cho mt trong nhng lc lng lao ng a dng, ti nng v sng to bt c ni no. Hn 140.000 nhn vin s hu bng i hc - bao gm gn 35.000 bng cp cao - trong hu nh mi doanh nghip v lnh vc k thut t khong 2.700 trng cao ng v i hc trn ton th gii Gi tr ct li trng tn ny ca Boeing gii thch l do v sao cng ty lun vn cao, vn xa khng ngng trn th trng quc t. S pht trin ca cng ty khng ngng c v phm vi ln lnh vc kinh doanh, lun pht huy khu hiu ca mnh: Forever new frontiers.1.5 Cc lnh vc hot ng kinh doanhBoeing c chia thnh 2 n v kinh doanh chnh: Boeing Commercial Airplanes: l mt n v kinh doanh ca Cng ty Boeing, c t tr s chnh ti Washington, Hoa K, cam kt l hng hng khng thng mi hng u bng cch cung cp cc dch v v my bay cht lng cao, hiu qu v gi tr cho khch hng trn ton th gii. There are more than 12,100* Boeing commercial jetliners in service, flying passengers and freight more efficiently than competing models in the market.Ngy nay, cc dng sn phm thng mi chnh l cc dng my bay gia nh v my bay kinh doanh gm 737, 747, 767 v 777. N lc pht trin sn phm mi c tp trung vo Boeing 787 Dreamliner, v 747-8. Cng ty c gn 12.000 my bay thng mi phc v trn ton th gii, chim khong 75% i tu th gii. Doanh thu cho n v kinh doanh dng my bay ny nm 2010 l 31.8 t USD. Boeing Defense, Space & Security: Kt hp cc kh nng c ngi li v khng ngi li trong khng kh, thng minh v c h thng an ninh, c kt cu lin lc v hi nhp su rng. Boeing Defense, Space & Security hiu c nhu cu ca khch hng v a ra cc gii php tho mn nhu cu ngy cng cao ca khch hng. Boeing Defense, Space & Security ang tng cng ci tin thng qua kch hot cc gii php mng, truyn thng v cng ngh thng tin tnh bo gim st, v cng ngh do thm. Boeing Defense, Space & Security h tr chnh ph M nh l mt tch hp h thng trn mt vi chng trnh c ngha quc gia, bao gm c Trm v tr quc t ca NASA, chng trnh quc phng ca C quan phng th tn la trn mt t Midcourse. Doanh thu nm 2010 cho dng sn phm ny l 31.9 t USD.Ngoi ra, h tr cho 2 n v kinh doanh ny l tp on ti chnh Boeing (Boeing Capital Corporation), mt nh cung cp cc gii php ti chnh ton cu; Nhm dch v chia s ton cu (Shared Services Group), cung cp mt lot cc dch v cho Boeing trn ton th gii; v b phn k thut, cng ngh v vn hnh (Engineering, operations & technology) Boeing Capital Corporation: l mt chi nhnh ti chnh ca Boeing, cung cp cc gii php v dch v ti chnh ton cu. Phi hp cht ch vi 2 n v kinh doanh l Commercial Airplanes v Defense, Space & Security; Boeing Capital Corporation sp xp, c cu v cung cp ngun ti chnh to thun li cho vic bn v phn phi cc loi my bay Boeing thng mi v qun s. Shared Services Group: cho php cc n v kinh doanh tp trung vo tng trng li nhun bng cch cung cp cc dch v c s h tng cn thit iu hnh hot ng ton cu ca h. Nhm ny cung cp mt phm vi rng cc dch v trn ton th gii, bao gm c cc dch v tin ch, cc dch v v li ch cho nhn vin, bin ch, tuyn dng, cc chng trnh chm sc sc khe, an ninh, phng chy cha chy, vn hnh trang web, phng chng thin tai, xy dng, ci to, cc chng trnh bo tn, dch v sng to, giao thng vn ti, duy tr kinh doanh lin tc v vic mua sm tt c cc hng ho v dch v phi sn xut. N cng cung cp cc dch v du lch ton din cho nhn vin Boeing v qun l vic bn v mua li tt c cc ti sn cho thu v s hu cho Boeing. Bng cc dch v tch hp ny, Shared Services Group mang li gi tr ln hn, to ra quy trnh v cc hot ng "dc", thc y sc mua v n gin ha vic truy cp vo cc dch v ca Boeing. B phn cng ngh, vn hnh: Mc tiu chnh ca n l h tr cc n v kinh doanh ca cng ty bng cch cung cp dch v cht lng cao m chi ph cng ngh thp m vn m bo cng ngh sn sng khi cn thit, c bo v tuyt i v bo v mi trng; k thut x l cao v hiu qu, h tr qun l nh cung cp v vn hnh m bo c s thnh cng ca chng trnh.

PHN 2: S KHC BIT TRONG MI TRNG KINH DOANH QUC GIA.Tm hn hot ng ca ngnh sn xut my bay khng ch trong bin gii ca mt quc gia v sn phm ca ngnh cng khng phc v cho ring mt quc gia no. sn xut mt chic my bay cn ngun lc cc k ln m khng c cng ty no c th t mnh lm ra c. i hi cng ty phi lin kt vi nhiu cng ty khc v c h thng sn xut cng nh phn phi trn ton th gii. Bi vy ngnh sn xut my bay b nh hng nhiu bi cc yu t mi trng ton cu. 2.1 Mi trng vn haBoeing cung cp sn phm v dch v trn th trng hn 150 quc gia v vng lnh th. Mi th trng ny c nhng c trng vn ha, x hi ring c th tc ng n hot ng kinh doanh ca cng ty. Cc yu t ca mi trng vn ha x hi nh: dn s (s dn, t l gia tng dn s), nim tin, t tng, li sng, phong cch tiu dng, s nh hng n nhu cu, nn u cn c nghin cu mt cch k cng.V d: Ngi chu ang thay i thi quen i li, ngy cng c xu hng s dng my bay thay cho t, tu ha. C th: Hng khng chu bng nTh trng hng khng chu tip tc pht trin, tng th phn sau khi vt qua phng Ty nm 2011 tr thnh th trng ln nht th gii. (Nm 2012, Khu vc chu chim 26,1% th phn hng khng th gii v nm 2013 l 26,9% Khuynh hng: Chu cng c v th l th trng hng khng ln nht th gii, Cu > cung chu C hi: m rng th trng chu , tng doanh thuHay mt s khu vc c t tng bi M nn khng a thch dng cc sn phm dch v ca M,2.2 Mi trng chnh tr, lut php.Mi trng chnh tr php lut cng c nh hng rt ln n hot ng kinh doanh ca Boeing, c th ni n:Hoa K l nc lin bang, nn chnh tr b chi phi bi hai ng Dn ch v Cng ha thay nhau nm quyn. Boeing xy dng c mt mi quan h kh cht ch vi chnh quyn lin bang, c bit l Khng lc Hoa K (US Air Force), Cc hng khng lin bang M (FAA) v C quan hng khng v tr M (NASA). Do , chnh ph Hoa K, nhn chung, to ra nhiu chnh sch kh thun li cho s pht trin ngnh ch to my bay ni chung v c bit l Boeing ni ring. C th, trong nhiu nm lin, Boeing kim c nhiu n t hng vi gi tr ln t chnh ph M.Cc chnh sch h tr t chnh ph i vi ngnh hng khng nh gim thu, h tr trong R&D, tr gi xut khu vi tng gi tr c tnh hng t -la c duy tr trong nhiu nm. Tuy nhin, cuc tranh ci xung quanh cc khon tr cp khng cng bng cho ngnh hng khng gia M v EU khin c hai bn phi cam kt np pht v cam kt chm dt cc khon tr gi tri lut ny.Trong cc n lc t do ha ngnh hng khng, Hoa K v EU k kt Hip nh Bu tri m, xa b hon ton cc ro cn i vi cc chuyn bay qua i Ty Dng. Tha thun ny c c tnh s thu ht thm 26 triu hnh khch qua li, tng 15,8 t -la doanh thu cho cc hng hng khng v to thm khong 80.000 vic lm. Cng vi mt lot cc tha thun quc t khc nh tha thun min thu kinh doanh my bay thng mi phn lc c ln t 1979, hip nh ny to thun li rt ln cho s pht trin ca ngnh sn xut my bay thng mi.Tuy nhin, bn cnh nhng chnh sch c li cho Boeing, mt s chnh sch php lut ca Hoa K cng ngn cn, hn ch Boeing trong vic bn cc b phn hay my bay ca mnh ti mt s th trng nh Iran, Iraq, Afghanistan v Pakistan.Ngoi Hoa K, Boeing cn chu nhiu nh hng ti t nn chnh tr php lut ca cc nc khc trn th gii. Nhng chnh sch ca cc quc gia, khu vc trn th gii nh Trung Quc, Nga hay EU h tr cho ngnh cng nghip sn xut my bay trong nc cng tc ng n Boeing trn hai kha cnh: hn ch s xm nhp, pht trin ca Boeing ti cc th trng ny; v to ra li th cnh tranh cho cc i th ca hng. Xu hng: ngnh sn xut c h tr chi ph nhiu t chnh ph nh ng thi nhn c nhiu n t hng bo b t chnh ph tuy nhin cng b hn ch mt s th trng do quy nh ca chnh ph. C hi: Vin tr chnh ph v chi ph v thu e da: hn ch cung ti mt s th trng Lc lng khng qun ti cc khu vc nh chu , chu M v Nga vn trong tnh trng tng trng nngTp ch hng khng quc t ca Anh va qua ng ti bo co vi nhan Tnh hnh lc lng khng qun th gii nm 2014Bn bo co ny nhn nh, mc d B quc phng M ct gim ngn sch qun s v tnh trng xung t ti khu vc Trung ng ngy cng cng thng, nhng lc lng khng qun ti cc khu vc nh chu , chu M v Nga vn trong tnh trng tng trng nng. Khuynh hng: Nhu cu qun s ti cc khu vc nh chu , chu M v Nga tng trng nng. C hi: m rng th trng2.3Mi trng kinh tKinh t th gii c du hiu hi phc v nhu cu i du lch ton th gii tngNm 2005, tng sn phm th gii (GWP) tng ln 4,6%, dn u l Trung Quc (9,3%), n (7,6%), Nga (5,9%). Kt qu tng trng ny c c ch yu l do s tng trng ca cc nn kinh t ln nh Trung Quc, Nga, n , c v c bit l Hoa K vi s tng trng mnh tr li (3,5%). Nm 2007, Tng sn phm th gii (GWP) l 46.770 t USD, tnh theo sc mua tng ng l 65.960 t USD. Bc M, Ty u, ng - Bc chim trn 3/4 GWP ton cu. GDP bnh qun u ngi l 6.600 USD, tnh theo sc mua tng ng l 10.200 USD. Tng gi tr xut khu l 12.030 t USD, tng gi tr nhp khu l 11.950 t USDK t khng hong ti chnh 2008, nn kinh t th gii lm vo suy thoi nghim trng. Vi nm tr li y, kinh t c du hiu phc hi, cc khu vc bt u tng trng tr li nhng cn kh chm, chu u bt u vc dy sau suy thoi. Tuy vn tn ti nhiu nguy c thch thc nhng tnh hnh kinh t th gii trong vi nm ti c d bo s sng sa hn. Lin hp quc nhn nh: vi nhng du hiu ci thin nh hin nay, tng trng kinh t ton cu s ci thin trong vng hai nm ti v c th t mc 3% trong nm 2014; 3,3% trong nm 2015, cao hn so vi mc 2,1% trong nm 2013.Mt s tc ng ng k ca mi trng kinh t n hot ng sn xut kinh doanh ca Boeing c th k n: Kinh t suy thoi em n c thch thc cng nh c hi cho Boeing.Nhu cu i li (du lch v cng vic) gim mnh lm nhiu hng hng khng lm vo tnh trng kh khn, thua l thm ch ph sn; do cu my bay trn th trng b st gim nghim trng. Tuy nhin vi nm tr li y, tnh hnh c khi sc, lng cu tng tr li, ngnh tip tc tng trng.Khng khong, suy thoi to iu kin cho vic tin hnh cc thng v mua li, gip cng ty tin hnh hi nhp theo chiu dc, m rng phm vi v quy m kinh doanh.Pht biu vi bo gii, Tng Th k T chc Du lch Th gii LHQ (UNWTO) Taleb Rifai (Ta-lp Ri-phai) cho bit du lch quc t tip tc tng trng vt mong i, h tr tch cc cho s phc hi kinh t c cc nn kinh t pht trin v mi ni, to thm nhiu vic lm trong bi cnh t l tht nghip cao hin nay. Con s cp nht mi nht ca UNWTO cho thy trong 9 thng u nm 2013, th gii c tnh c thm khong 41 triu du khch i du lch so vi cng k nm 2012 T gi hi oi: Thi gian gn y, ng -la M c xu hng mt gi so vi cc ng tin khc trn th gii nh Bng Anh, Euro, Yn Nht, Nhn dn t. Trong khi cc giao dch ca Boeing c thc hin bng ng -la M th i th chnh Airbus li s dng ng Euro, nh lm cho sn phm ca Boeing mt gi r hn tng i mt li th cnh tranh v gi. Gi du tng: Gi du th th gii nhng ngy cui nm 2008 ngy cng gim su v n ngy 3/12 tt xung di 45 USD/thng - mc thp nht k t thng 2/05, tc l gn 4 nm qua. t ai ng ch trc vi thng, m nh im l thng 7, gi mt thng du th gp 3,5 ln nh vy, tc ng khng khip n sinh hot, tiu dng v thi quen i li ca hng t ngi dn t chu , chu u cho n tn chu Phi, chu M Latinh.

Gi du th gii thi gian gn y thng bin ng mnh v khng ngng xc lp nhng k lc mi; khin cho gi nguyn liu, chi ph vn hnh ca ngnh hng khng tng cao. y va l thch thc nhng ng thi cng l thch thc i vi doanh nghip sn xut my bay. Mt mt, iu ny khin cho vic i li bng my bay tr nn t hn, cc hng hng khng kinh doanh kh khn hn, gy ra kh khn cho ngnh sn xut. Mt khc, n khin cc nh kinh doanh hng khng ngy cng c nhu cu vi cc my bay s dng nhin liu hiu qu hoc r hn.2.4 Mi trng cng nghKhoa hc cng ngh trong nhng nm qua pht trin khng ngng ngh em n thun li nhng ng thi cng gy ra nhiu kh khn cho cng ty:S pht trin ca cng ngh, c bit l cng ngh vt liu nhn to, cng ngh thng tin v cng ngh my tnh cho php Boeing to ra nhng my bay nhanh hn, nh v an ton hn, trin khai ng dng cc quy trnh qun l hin i, hiu qu hn, qua to ra u th cnh tranh so vi cc i th cng ngnh.Tuy nhin, s pht trin trn ng thi cng gy ra kh khn cho cng ty: Boeing phi khng ngng i mi, u t nhiu cho R&D khng b cc i th vt qua. To iu kin cho cc sn phm thay th ra i v pht trin. Cng ngh c bit l cng ngh thng tin, mng li vin thng pht trin lm xa nha bt khong cch a l, lm gim nhu cu di chuyn ca con ngi, qua tc ng n lng cu sn phm ca Boeing.S ra i ca cc loi nguyn liu thay th - vt liu composite v Cng ngh vt liu Nano xut hinCha kha cho cc ch s vt bc trn nm nhng cng ngh mi-vt liu composite Gii php ny c mt lot li th: v composite nh hn nhm vt liu truyn thng ca my bay, li d c, nn gip tit kim c 1.500 tn nhm tm v 40.000 50.000 chic bu-lng, ng thi lm tng din tch ca s my bay. Composite bn hn v khng g st nn c th cho php tng m v p sut khoang my bay ln t bt nhng li phn nn lu nay ca hnh khch v chng kh mt, kh da hay cm gic chng mt do cao.Cng ngh Nano xut hin trong nhng nm 1980. Tuy vy, cho n nm 2001, cng ngh ny thc s bng n bt u t vic cc cng ty sn xut bn dn ca M tin hnh i mi cng ngh sn xut. Nhng thit b ch to bng cng ngh Nano c cc c tnh siu vit nh nh hn, nhanh hn, bn hn hoc thm nhiu c tnh hon ton mi so vi cc thit b c ch to trn nn tng cng ngh hin nay. Khuynh hng: cc loi nguyn liu thay th ra i vt liu composite v cng ngh Nano xut hin. C hi: ci tin sn phm tt hn

PHN 3: CHIN LC KINH DOANH QUC T.3.1 Chin lc kinh doanh quc t3.1.1 Chin lc kinh doanh to li th cnh tranh trn th trng, Boeing s dng chin lc khc bit ha. C nhiu cch to ra s khc bit nh thng qua cht lng tt hn, thit k p hn, tinh t hay ph hp hn, cng ngh hin i hn thc hin iu ny, Boeing tng cng u t vo nghin cu, pht trin v khng ngng hon thin cc sn phm ca mnh.- u t vo nghin cu v pht trin:Chi ph thit k v pht trin th h my bay mi ang tng ln theo cp s nhn. Chi ph thng mi ha thnh cng cho mi dng my bay mi tng hn gp i ngi tin nhim ca n. T nm 1970, Boeing lin tc chi hng t USD mi nm trong vic thit k v th nghim m hnh mi ca my bay, chng hn nh cc dng my bay ni ting 747, 757, 767, 777. Dng mi nht l my bay Boeing 787, chi ph nghin cu v sn xut khng di 10 t USD v n lc pht trin 4 nm trc khi chic my bay u tin c ra mt vo nm 2007. Cc khon chi ph ny rt ln v c coi nh mt ro cn gn nh khng th vt qua gi cc i th cnh tranh xm nhp vo ngnh cng nghip ny. Quan trng hn, Boeing cam kt hc tp v trin khai cc cng ngh tin tin cho php cng ty tm hiu v s dng cc pht trin mi nht trong thit k, luyn kim, in t v k thut lp rp chi ph thp, nhng yu t v gi trong vic tng cng kh nng ca Boeing trong vic gii quyt cc vn k thut cc k phc tp.

Bng so snh chi ph R&D v li nhun qua cc nmCng ty dnh ring nhng khon u t cho cc cng ngh sn xut v th nghim mi nht tip tc tng cng sc mnh trn th trng ton cu. S dng nhng cng ngh sn xut mi nht, Boeing c th xy dng cc tm cnh mi cho my bay thn rng trong mi ngy, thay v phi mt tm mi ngy nh trong qu kh. Trong khi , mt trung tm pht trin p dng vt liu composite mi cho khung my bay cng c a vo hot ng. Vt liu tng hp l nhng cht mi c thit k thay th cc dm kim loi v cc b phn khc trong vic xy dng khung ca my bay. Nhng vt liu mi nh hn nhiu so vi kim loi, trong khi vn cung cp sc mnh v kh nng cng c cc b phn quan trng ca khung my bay. Ngoi ra, Boeing m ra mt c s m rng dnh ring cho vic nng cao kh nng tch hp h thng in t ca my bay. S dng cc thit b th nghim mi nht cho php Boeing kim tra mt cch ton din h thng iu khin mi trc khi chng c thc s ci t trn cc my bay, do gip cng ty tit kim cc chi ph t vic sa cha, lp rp li . Boeing thc hin mt qu trnh t chc li v ti cu trc hot ng sn xut, vi trng tm l vic ng b ha cc cng ngh mi. Cng ty trin khai vic qun l hng tn kho, thit k sn phm linh hot v qun l cht ch hn mi quan h vi cc nh cung cp. Nhng k thut ny c rt ra t nhng kinh nghim thc t tt nht ca cc i th cnh tranh trong ngnh cng nghip t, cho php tu bin nhanh hn cc m hnh my bay theo nhu cu c th ca khch hng trong khi vn gim c chi ph.- Khng ngng hon thin sn phm:Yu t tip theo h tr chin lc ca Boeing l lin tc ci thin v nng cao cht lng sn phm. duy tr v tr th trng ca n, Boeing khng ngng tm kim nhng cch thc mi nng cp cc m hnh my bay ca mnh thch ng vi nhu cu thay i ca khch hng. V d, Boeing c vi bin th ca dng 737 ph bin ca my bay tm ngn p ng nhu cu c bit ca cc hng hng khng khu vc c chi ph thp nh Southwest Airlines. Bin th ca tng m hnh my bay cung cp nhng tnh nng tin tin, nhng khng phi hy sinh tnh ph bin ca thit k d dng cho vic bo qun v yu cu cc b phn. Cung cp cc sn phm ci tin v nng cp cho php Boeing khng ch th nghim vi cc dn xut my bay mi, nhng cn hiu k hn v cung cp cho cc nhu cu c bit ca khch hng. Ngoi ra, Boeing thc hin vic lin tc ci thin cc chng trnh gim chi ph, cht thi, v s chm tr lin quan n thit k v ci thin cc m hnh my bay mi.Chin lc khc bit ha c Boeing p dng xuyn sut t khi thnh lp cho ti nay v c th hin qua cc dng my bay ca hng, trong gn y nht phi k n chic Boeing 787 "Dreamliner".Boeing 787 c cho l mang tnh cch mng nht trong s nhng dng my bay phn lc th k 20. i vi hnh khch, im d c nh gi cao ca Boeing 787 l khng gian rng hn, c b tr v trang b ni tht tinh t v trau chut hn nhng my bay hin c. V vy, c ngi mnh danh Boeing 787 l "chic xe Limousine ca khng gian", hng ti cho nhng hnh khch mun tin nghi cao cp mt xu hng tiu dng tng lai m Boeing t cc. Mt lut chi na m Boeing 787 t ra l cc tiu chun v mi trng. Trong mt th trng nhin liu nhiu bt n, li i i vi nhng i hi ngy cng cao ca x hi dn s v tnh thn thin vi mi trng, nhn hiu "my bay xanh" ca Boeing 787 l khu hiu tip th rt hiu qu v nh trng vo xu th thi i. Cc nh thit k ca Boeing cho ra i mt mu my bay c hiu sut tiu th nhin liu cao cha tng c, tit kim ti 20% nng lng so vi cc loi my bay cng c, trong khi vn duy tr tc ti a i vi loi my bay thn rng. Cha kha cho cc ch s vt bc trn nm nhng cng ngh mi ln u tin c Boeing p dng, trong quan trng nht l vic s dng vt liu composite trong 50% cu trc ca my bay t sinh ra li ni a nhng tht rng Boeing 787 l chic my bay bng nha. Gii php ny c mt lot li th: v composite nh hn nhm vt liu truyn thng ca my bay, li d c, nn gip tit kim c 1.500 tn nhm tm v 40.000 50.000 chic bu-lng, ng thi lm tng din tch ca s my bay. Composite bn hn v khng g st nn c th cho php tng m v p sut khoang my bay ln t bt nhng li phn nn lu nay ca hnh khch v chng kh mt, kh da hay cm gic chng mt do cao. ng c ca chic Boeing 787 cng t n hn mc ng k do cng ngh ch to turbine, m mt thay i d thy nht l ng vin "rng ca" ngoi ng c. Ngoi ra, h thng cm bin t trn mi my bay c m t l gip my bay cn bng hn khi vt qua nhng " g" kh quyn.Vi Boeing 787, th trng hng khng th gii gn nh xut hin ng thi 2 sn phm mi t 2 i th cnh tranh Boeing v Airbus. Hai hng theo nhng chin lc pht trin khc nhau trong lnh vc ch to my bay dn dng tng lai. Tp on hng u chu u hy vng nhiu vo Airbus A380, loi my bay khng l 2 tng c th ch ti 500 hnh khch.Boeing quyt nh theo ng khc vi Boeing 787, d kh nng chuyn ch ch bng mt na nhng tit kim ti 20% nhin liu. Airbus cho rng loi my bay 2 tng mi ca h s c bit cn thit cho nhng tuyn hng khng c nhu cu i li ln. Trong khi Boeing li tnh ti xu hng a dng ha l trnh ca cc hng hng khng, c tnh n yu t quan trng l tit kim chi ph (qua gi my bay cng nh nhin liu).3.1.2 Chin lc kinh doanh quc tNgy nay, vi s tng trng n nh ca Airbus cng vi s ni ln ca cc i th tim nng t Trung Quc, Nga v nhiu ni khc, Boeing lun phi nng cao nng lc bng cch u t mt cch thn trng vo cc cng ngh mi cho php Boeing gi li v tr dn u trong vic thit k cc th h my bay mi. Boeing nhn ra rng mun duy tr s thng tr th trng i hi phi c mt chin lc ton cu thm nhp v phc v cc th trng mi, c bit l cc nc mun thnh lp ngnh hng khng quc gia v cc ngnh cng nghip h tr cho n. thc hin mc tiu ca mnh trong vic thng tr ngnh cng nghip, Boeing xc nh c mt s yu t quan trng trong chin lc ton cu ca mnh: khai thc hiu qu kinh t nh qui m, tip th ton cu, qun l chui cung ng- Khai thc hiu qu kinh t nh qui m:Yu t quan trng h tr s thng tr ton cu ca Boeing trong ngnh hng khng thng mi l tp trung ha cc hot ng sn xut t c hiu qu kinh t ca quy m trong sn xut. Vic sn xut v lp rp cc thnh phn chnh ca my bay c nh gi l mt hot ng cn nhiu vn v cn phi c tri trn mt c s rng. m bo c v cht lng cao v chi ph lp rp thp, Boeing tp trung hu ht cc thnh phn quan trng ca n, bao gm lp rp, tch hp h thng v cc hot ng khc gn nh my chnh ti Washington. Tt c cc hot ng lp rp din ra ti nh my ca Boeing Washington, trong bao gm hn 40 mu vung nh my v khng gian phng th nghim. Nh my ny mt mnh c th lp rp hn 400 my bay mt nm.- Marketing ton cu:Boeing t ho v pht trin i ng tip th rm r ton cu. Nhng nhm ny c th ph hp vi bt k nhu cu no ca khch hng vi cc dng my bay Boeing, trong khi cng cung cp cc iu khon rng ri v ti chnh v gi c ginh c khch hng. S la chn ca mt m hnh my bay c th l rt quan trng cho khch hng, v l cam kt vi ngi mua khng ch phm vi hot ng ca my bay m cn v cc b phn, dch v, v chi ph bo tr cn thit gi cho my bay hot ng. vic tip th my bay t c hiu qu i hi mt lc lng bn hng rt hiu bit v c o to. cnh tranh vi Airbus v cc i th mi ni, Boeing c gng tip cn khch hng tim nng mi trc cc i th ca n. Quan trng khng km, Boeing c th lm vic cht ch vi tng khch hng v s hi lng ca khch hng, gi my bay, chi ph cho thu v cc dch v theo yu cu. Ti tr cho vic mua my bay tr thnh mt n by quan trng ca cng ty trong n lc tip th ton cu. Danh ting ca Boeing trong vic cung cp ngay lp tc cc dch v trn ton th gii l mt li th cnh tranh quan trng. Dch v l cha kha gi khch hng hi lng. Vi hu ht cc hng hng khng uy tn trn th gii, Boeing s mang n rt nhiu u i chc chn gi c cng vic kinh doanh ca h. V d, vi cc hng vn chuyn ni ting ton cu nh l British Airways, Lufthansa, Japan Airlines, Boeing thm ch thit lp v tinh vn phng gn tr s ca cc hng hng khng m bo rng h nhn c nhng cng ngh mi nht v phc v ngay lp tc my bay ca h.- Qun l chui cung ng:Ging nh nhiu cng ty hng u khc, Boeing ph thuc kh nhiu vo cc nh cung ng p ng c thi hn v nhng mong mun ca khch hng. Thng qua chng trnh nh gi hiu qu nh cung ng ca hng, Boeing nh gi v kim sot cc nh cung ng cc lnh vc nh cht lng, thi hn giao hng v qun l kinh doanh. Cc nh cung ng c th thy h c nh gi mc no, iu ny gip h ch trng hn vo ci tin lin tc. c th thnh cng trong nn kinh t cnh tranh ton cu nh hin nay, ngy cng nhiu cc cng ty phi ph thuc vo cc nh cung ng v mong i ca h l c c nhng nh cung ng hng u v cht lng, gi c v giao hng. i vi Boeing, mt hng b ra hng trm t la cho gn 20 nghn nh cung cp 52 quc gia trong cc nm va qua, thnh cng m Boeing t c mt phn nh vo vic thit lp c quan h i tc vi nhng nh cung ng tt. Nhng lm th no c th bit r c nhng nh cung cp no ng tin cy? Nhng nh cung cp no c nhng ri ro tim n ph v tnh lin tc ca dch v v tin giao hng? Nhng mi quan h i tc no cn c tng cng? L mt trong nhng cng ty ln nht th gii sn xut cc loi my bay ch khch thng mi v cc h thng an ninh, khng gian v quc phng - th vic nh gi v gim st hot ng ca cc nh cung cp i vi Boeing l hot ng rt quan trng m bo hng ang u t mt cch khn ngoan, i trc cc i th cnh tranh khc v p ng c cc mong i ca khch hng. t c nhng mc tiu ny, Boeing pht trin mt h thng xp bc hiu qu hot ng ca cc nh cung ng trn quy m ton doanh nghip, c thit lp da trn nhng mong i v cht lng, thi hn giao hng v qun l kinh doanh. H thng gip Boeing kim sot cht ch hn hiu qu hot ng ca cc nh cung ng qua bn nhm qun l khc nhau v cung cp nhng thng tin phn hi qu bu n cc nh cung ng.Bng vic nh gi lin tc hiu qu hot ng ca cc nh cung ng thng qua chng trnh ny, Boeing c th ti u ha c s cung ng v a ra c nhng quyt nh kinh doanh khn ngoan3.2 C cu t chc thit k theo chin lc kinh doanh quc tC cu t chc l cch thc sp xp vai tr, trch nhim v nhng mi quan h trong mt t chc, l cng c quan trng trong vic trin khai cc chin lc ca doanh nghip. Vic mt doanh nghip la chn c cu t chc no ph thuc vo 2 yu t: cch thc ra quyt nh ca doanh nghip, t trn xung hay t di ln hay mc cn bng gia qun l tp trung v phn cp; s khc bit theo chiu ngang.Hng Boeing thc hin theo m hnh qun l tp trung, pht trin nng lc ct li ti nc mnh sau gim st qu trnh chuyn giao v s dng nc ngoi. Cc v tr lnh o cp cao ca hng c giao cho nhng ngi c nhiu kinh nghim, gii chuyn mn v phn on tt, c quyn a ra cc quyt nh v k hoch hnh ng ca doanh nghip. ng u Boeing hin nay l James McNerney, ch tch kim gim c iu hnh. Trc khi gia nhp Boeing vo nm 2005, ng l ch tch v CEO ca 3M, mt cng ty hng u v cng ngh in t, vin thng. Trc ng cng tc 19 nm ti General Electric (GE) v gi cc v tr quan trng nh CEO ca GE Aircraft Engines, CEO ca GE Electrical Distribution and ControlSau 3 nm tip qun Boeing, vi vn kinh nghim qun l sc so v kinh doanh thnh cng ti mt s tp on lng danh nh 3M, GE, P&G... ng lm nn iu thn k: a Boeing ln nh cao v s lng n t hng (nm 2007 l 1,136 n t hng), doanh thu vt tri, gi c phiu ca Boeing tng 30% v nm trong nhm dn u nhng tp on ng ngng m nht th gii (theo nh gi ca Fortune).

Tr s chnh ca Boeing c ton quyn xc nh v iu hnh chui gi tr ca doanh nghip, qun l tp trung cc hot ng cc nc khc nhau nhm t c mc tiu ton cu. Nh cch thc t chc ny hng m bo cc quyt nh c a ra nht qun vi mc tiu chin lc, cho php cc cn b cp cao trc tip thc hin cc thay i ln, hn ch vic lp ln cc hot ng gia cc chi nhnh, n v khc nhau. iu ny m bo tnh nht qun khi lm vic vi cc ch th khc nh quan chc chnh ph, nhn vin, nh cung cp, khch hng v cng chng.

PHN 4: PHNG THC THM NHP TH TRNG QUC TKhi Boeing bt u tham gia vo th trng quc t, hng gp nhng thch thc ti mt s th trng mi:Trung Quc:l khu vc chim th phn cng tng i ln khong t 8% tng doanh thu, ti y c dn s v ngun cung ln nht th gii, vi ngun lao ng di do, th trng tiu th ln.. Mc ch tng cng pht trin Trung Quc l do y l th trng pht trin v c nhu cu my bay cao. Giai on t nm 2003-2013, tng cng hp tc v k kt hp ng mua bn vi cc hng hng khng Trung Quc. Khuynh hng: th phn ca cng ty Boeing ti Trung Quc s khng tng trng, c khuynh hng gim. Thch thc cng ty gp phi khi thm nhp th trng Trung Quc.Quy nh ca chnh ph Trung Quc, v nn cng nghip hng khng Trung Quc ang pht trin v c Khuynh hng cnh tranh vi Boeing ngy cng mnh. Thm vo Trung quc ang trong giai on pht trin cng ngh sn xut my bay mi v cnh tranh trc tip vi Boeing trong lnh vc ny.Ti chu u: doanh thu t th trng chu u chim t trng cao khong trn 10% tng doanh thu cng ty trong giai on 2003-2013. Do nn kinh t Chu u pht trin, tc pht trin cng ngh nhanh chng nht Thch thc xm nhp khu vc th trng chu u: S cnh tranh mnh vi i th Airbus ca Lin Minh chu u, s cnh tranh ngy cng mnh m hn. Nn kinh t chu u ang trong giai on bo ha, dn s gi ha,cng ngh pht trin mnh nn nhu cu v my bay s khng cn tng trng. ng c dch chuyn ra bn ngoi:Mc ch m cng ty thm nhp ton cu l nhn thy nhu cu th trng nc ngoi ngy cng tng, mun m rng th trng, tm kim ngun doanh thu mi. V thng qua c th tm ngun nguyn liu v nhn cng r, gim chi ph sn xut, n gn vi khch hng hn gim chi ph giao hng hn na l p ng nhu cu khch hng mt cch nhanh hn.T vic Boeing to ra mt mng li ton cu v cc hot ng to gi tr, vi cc giai on khc nhau ca chui gi tr ang c phn tn ti cc a im khc nhau trn tri t, ni m c th cc i ha gi tr sng to ra, hoc ni c th cc tiu ha chi ph to ra gi tr Thch thc thm nhp th trng nc ngoi:Boeing s dng chin lc quc t: vi sc p gim chi ph thp v thch thc p ng a phng thp.Sc p gim chi ph thp: Cng ty chu t sc p v vic gim chi ph bi c im nhu cu v sn phm ca khch hng l cc quc gia l tng t nhau nu khng ni l hon ton ging nhau.V i vi ngnh sn xut my bay th nng lc thng lng ca khch hng thp v chi ph chuyn i cao, iu ny cng cho thy sc p v chi ph i vi cng ty l thp.Thch thc p ng a phng thp: Cng ty t chu sc p t a phng. V sc p t a phng pht sinh t nhng khc bit v nhu cu khch hng, nhng khc bit v cu trc h tng, v knh phn phi v cc thi quen truyn thng. Trong khi , nhng sn phm ca Boeing l nhng sn phm tiu chun ho ton cu nn thch thc p ng a phng ca cng ty l thp. Vn ma Boeing gp phai khi thm nhp vao cac thi trng nc ngoai o chinh la nhng yu cu cua chinh phu v vn bao v mi trng bao v sc khoe cua ngi dn ban ia, nhng chnh sch ca chnh ph v xut nhp khu, cng nh nhng tiu chun an ton cao. vt qua nhng thch thc khi tham gia vo cc th trng mi cng vi trong tin trnh ton cu ha ngy cng su rng, doanh nghip thng la chn thm nhp th trng quc t nng cao nng lc cnh tranh ca mnh v i ph vi nguy c b mt th trng ni a. C nhiu phng thc thc hin vic ny nh thng qua xut khu, mua bn i lu, u t nc ngoi, trong Boeing thng s dng phng thc xut khu.Phng thc thm nhp th trng bng xut khu rt linh hot. Trong mi tng quan vi cc phng thc phc tp hn nh FDI, nh xut khu c th tham gia vo hoc rt lui khi th trng d dng hn, vi ri ro v chi ph ti thiu. Xut khu c th c tin hnh nhiu ln trong sut qu trnh quc t ha, t giai on u v tip tc ngay c khi doanh nghip to dng c nhng li th sn xut th trng nc ngoi v khi xut khu thm nhp vo th trng nc ngoi khc. Boeing la chn cch tip cn vic m rng th trng quc t tng tin dn dn. Trong giai on u, hng tp trung vo th trng trong nc sau tin hnh nghin cu v nh gi tnh kh thi ca vic thc hin cc hot ng kinh doanh quc t. Tip theo, hng c xu hng nhm vo cc th trng tng ng v vn ha, c ri ro thp nh th trng Chu u, Bc M. Sau khi c c nhiu kinh nghim v nng lc, hng bt u nhm ti cc th trng kh khn phc tp hn nh th trng Chu , Chu Phi.

Khu vc kinh doanhNm ti chnh

200820092010

Gi trT l %Gi trT l %Gi trT l %

Chu (ngoi Trung Quc)7.913 12,99 7.536 11,04 7.288 11,33

Trung Quc2.404 3,95 4.888 7,16 3.109 4,83

Chu u5.992 9,84 7.516 11,01 7.872 12,24

Trung ng2.568 4,22 5.338 7,82 3.685 5,73

Chu i Dng989 1,62 1.447 2,12 1.707 2,65

Chu Phi406 0,67 602 0,88 956 1,49

Canada1.849 3,04 493 0,72 612 0,95

M la tinh, Carib v cc ni khc1.656 2,72 963 1,41 930 1,45

Tng doanh thu ngoi nc M23.777 39,04 28.783 42,15 26.159 40,68

Doanh thu ti M37.132 60,96 39.498 57,85 38.147 59,32

Tng doanh thu60.90968.28164.306

Bng tng hp doanh thu cng ty Boeing theo khu vc(n v tnh: triu USD)Phng thc xm nhp ny c rt nhiu u im nh tng doanh s, pht trin th phn, tng quy m kinh t, a dng ha khch hng, ti a ha tnh linh hot, chi ph thm nhp th trng thp Tuy nhin, vic mua bn my bay l mt trong nhng loi tha thun thng mi phc tp nht, khng ch l giao ko gia cc cng ty m cn gn lin vi nhng li ch quc gia khc. Do c th xut khu my bay, Boeing phi mt nhiu cng sc trong vic thm nhp cc th trng mi. n c nh ti Vit Nam, Boeing vo th trng Vit Nam t nm 1993, khi Vietnam Airlines mi ch ang thu mt s my bay thng qua mt hng cho thu trung gian. Thi im , hng khng Vit Nam cha tin mua my bay, Boeing gip u t c s h tng hng khng, gip o to v k thut, k s, phi cng, o to ting Anh cho cc nhn vin hng khng, chuyn giao cng ngh... Boeing cn tin xa hn bng vic h tr ti chnh cho Chnh ph Vit Nam nhm thc y u t ca doanh nghip M. Boeing ng vai tr rt quan trng trong cc knh vn ng hnh lang cc chnh sch thng mi i ngoi ca chnh ph h i vi cc nc i tc. Boeing l mt trong nhng cng ty c ting ni nng k trong qu trnh vn ng Chnh ph M bi b iu lut Jackson Vanik, bnh thng ha quan h vi Vit Nam tin n k kt hip nh thng mi song phng. Bng nhng n lc ca mnh, Boeing tr thnh 1 i tc quen thuc ca ngnh hng khng Vit Nam, v n nay c hng chc chic my bay Boeing cc loi c chuyn giao cho Vit Nam.Bn cnh vic xut khu, Boeing cn s dng kt hp hnh thc u t nc ngoi (FDI). S hin din ca Boeing c l du n ln nht ca cng ty bn ngoi nc M . By cng ty con thuc s hu ton b ca cng ty c gim st bi Boeing Australia Holdings Pty Ltd, c thnh lp cng c v phi hp kinh doanh ca Boeing ti c. Boeing lm vic vi ngi c trong hn 80 nm, bt u vi vic thnh lp Hawker de Havilland (nay l Boeing Aerostructures Australia) vo nm 1927. K t , Boeing ng mt vai tr khng th thiu trong ngnh cng nghip hng khng v tr trong khu vc thng qua cc sn phm v dch v ca mnh. Chuyn mn ca Boeing c bao gm: tch hp h thng v d n quc phng ln; thit k, th nghim v pht trin phn mm k thut, v kh my bay, h thng in t v h thng cnh bo sm; lp rp, sa i, bo tr v h tr k thut my bay; sn xut cc thnh phn kt cu my bay phc tp v cc h thng in t; cung cp h thng qun l ca sn bay Boeing s dng khong 3.500 ngi ti cc c s v vn phng trn khp nc c. Trong 10 nm qua, u t hn 350 triu USD c s vt cht, trang thit b, nh my v o to ti a phng, hn 200 triu USD trong nghin cu v pht trin, v thm 100 triu USD trong cc cng ngh chuyn n c. Boeing xut khu t c 2,5 t USD gi tr ca cc thnh phn kt cu my bay phc tp v quyn gp hn 2 triu USD h tr gio dc k thut a phng, trng i hc, v cc t chc t thin.

PHN 5: QUN TR HOT NG KINH DOANH QUC T.Control Committee

General Assembly

W. James McNerneyChairman, President, and CEO

BoeingCanada

BoeingFrance

BoeingChina

BoeingSpain

BoeingIndia

BoeingRussia

BoeingAustraliaDennis MuilenburgPresident and CEOIntergrated Defense Systems

James AlbaughPresident and CEOBoeingCommerical Airplanes

Roger KronePresident, Network and Space Systems, Boeing Integrated DefenseChris ChadwickPresident, Military Aircraft

GeorgeMuellnerPresident, Advanced Systems, Integrated Defense Systems

John LockardChief Operating Officer, Integrated Defense Systems

James JamiesonCEOBoeing Commerical Airplanes

Raymond FerrariCFOCommercialAirplanes

CarolynCorviPresidentAirplane ProductionLouis ManciniVPand General ManagerCommeral Aviation ServicesCommercal Airplanes

Boeing Trung ng

5.1 C cu t chc

S c cu t chc ca BoeingPhn tch chin lc qun tr kinh doanh quc t ca Boeing

4Phm Th PhngTr s chnh ca Boeing c ton quyn xc nh v iu hnh chui gi tr ca cng ty, qun l tp trung cc hot ng cc quc gia khc nhau nhm t c mc tiu ton cu. Nh cch thc t chc ny Boeing m bo cc quyt nh c a ra nht qun vi mc tiu chin lc, cho php cc cn b cp cao trc tip thc hin cc thay i ln, hn ch vic lp ln cc hot ng gia cc chi nhnh, n v khc nhau. iu ny m bo tnh nht qun khi lm vic vi cc ch th khc nh quan chc chnh ph, nhn vin, nh cung cp, khch hng v cng chng. Phn cng theo chiu dcVi quy m khong 168.000 nhn vin tnh n nm 2013 c cu t chc ca Boeing gm 3 cp phn theo chiu dc v s lng cc qun tr vin cng cp nhiu. iu ny da trn c s chin lc m cng ty a ra, Boeing theo ui chin lc gy khc bit da trn sn phm v dch v lin tc ci tin v p ng tt nhu cu khch hng do vy cng ty thit k cu trc t chc vi c cu thp nhn vin c th t do trong vic p ng nhu cu khch hng.Ngoi ra, vi c cu thp vi t cp trc tuyn ny cc nh qun tr ca cng ty c tm kim sot rng. Tuy nhin iu ny li lm cho vic qun l nhn vin trc tip bt li hn bi v mt nh qun tr b phn phi qun tr rt nhiu nhn vin, nhng cng c mt s thun li l giup cho lung thng tin trong t chc i nhanh hn, cac chi thi va mnh lnh t cp cao n cp thp c nhanh chong nm bt va thc hin, ng thi iu nay cung tit giam c chi phi quan ly i vi cng ty.Trong i hi ng c ng bu ra hi ng qun tr ca cng ty, tip l ch tch hi ng qun tr, v tng gim c. Di tng gim c l cc ban gim c v iu hnh, cc b phn chc nng v cui cng l nhn vin. Cc v tr lnh o trong cng ty u c la chn rt gt gao, l c nhn ni bt trong rt nhiu ngi. V vy hiu qu lm vic ca ton t chc rt cao. Ti Boeing, hn 140.000 nhn vin c trnh i hc - trong c gn 35.000 bng cao hc - hu nh tt c nhn vin ca cng ty n t khong 2.700 trng cao ng v i hc c danh ting trn ton th gii. Phn cng theo chiu ngangBoeing xy dng cu trc t chc ca mnh theo 2 tiu ch: Tiu chi nhm san phm: Boeing phn ra 2 SBU hoat ng trong 2 linh vc o la Boeing san xut may bay thng mai, Boeing san xut may bay qun s quc phong khng gian. Cu trc theo nhm sn phm gip cng ty Boeing c th vn hnh d hn v chi ph thp hn nhiu bi v cc nhn vin ca Boeing s c t chc thnh cc nhm xuyn chc nng mt cch thng xuyn v cng nh s lm tng tc ci tin v p ng khch hng v khi quyn lc c phi tp trung ha giao cho nhm th vic ra quyt nh c th ra nhanh hn Tiu chi ia ly: cng ty Boeing hoat ng trn toan cu, co mt tai hn 150 quc gia do Boeing c th phn chia cc hot ng ch to ca n v thit lp cc nh xng ch to nhiu vng quc gia. C th l: c, Php, Trung Quc, Ty Ban Nha, n , Nga, Canada, Trung ng. Cng ty Boeing phn chia theo tiu ch sn phm trc v a l sau nh c th tp trung vo vic ci tin lin tc sn phm v p ng tt nhu cu ca khch hng, ph hp vi chin lc m cng ty theo ui l chin lc gy khc bit da trn sn phm v dch v lin tc ci tin v p ng nhu cu khch hng.Ngoi ra trong cc b phn v khu vc th Boeing cn c cu cc phng ban chc nng h tr hot ng ca t chc nh: ky thut, tai chinh, marketing, san xutNhm muc ich tao hiu qua va gop phn thuc y gung may Boeing vn hanh mt cach xuyn sut.5.2 H thng kim sotTheo ui chin lc gy s khc bit bng cch p ng khch hng cho nn h thng kim sot v hnh vi trong cng ty Boeing l v cng quan trng. Bao gm cc quy tc ng x v gi tr vn ha.5.2.1. Kim sot hnh vi Quy tc ng x trong kinh doanhBoeing a ra chnh sch POL - 2 : "o c trong kinh doanh " cho cng ty ca mnh. POL - 2 p dng cho tt c cc nhn vin ca Boeing , trong c cc cng ty con, lao ng i ng chuyn gia t vn, v nhng ngi khc i din cho cc cng ty. C th: i vi thnh vin hi ng qun tr.Xung t li ch: Gim c phi trnh mi xung t li ch ca cng ty, nu mt s xung t no xy ra s c bo cho hi ng qun tr x l.C hi ca cng ty: Gim c b cm ly cho mnh c hi lin quan n vic kinh doanh ca cng ty; s dng ti sn, thng tin ca Cng ty, hoc v tr cho li ch c nhn ca h hoc v li ch ca bt k ngi hoc t chc bn ngoi Cng ty.Bo mt: Gim c ch c tit l thng tin mt mt cch hp php hoc c s ng ca Ch tch Hi ng qun tr.Tun th php lut, quy tc v quy nh, x l cng bng: Gim c c thc hin theo tt c cc lut, quy tc v quy nh, bao gm c lut ni b kinh doanh. Giao dch chng khon Cng ty c iu chnh bi Cng ty. Gim c phi i x cng bng vi nhn vin, khch hng, nh cung cp v i th cnh tranh. Gim c khng tham li th khng cng bng ca bt c ai thng qua thao tc, che giu, lm dng c quyn thng tin, xuyn tc. i vi nhn vin cng ty.Vi muc ich toa ra mt chun mc cho cac hoat ng cua nhn vin cung nh hoat ng kinh doanh cua minh, Boeing a vach ra mt b cac quy tc ng x trong kinh doanh.Quy tc ng x vch ra hnh vi d kin cho tt c cc nhn vin ca Boeing. Boeing s tin hnh kinh doanh ca mnh mt cch cng bng, trong mt cch c o c v thch hp, tun th y tt c cc lut v quy nh hin hnh. Trong hot ng kinh doanh ca mnh, ton vn phi l nn tng cho tt c cc mi quan h cng ty, bao gm c nhng ngi c khch hng, nh cung cp, cng ng v gia cc nhn vin. Cc tiu chun cao nht v hnh vi o c kinh doanh c yu cu ca nhn vin Boeing trong vic thc hin trch nhim cng ty ca h. Nhn vin s khng tham gia vo cc hnh vi hoc hot ng c th t cu hi nh s trung thc, cng bng, danh ting ca cng ty hoc gy bi ri cho cc cng ty. Nhn vin s m bo rng: H khng tham gia vo bt k hot ng c th to ra xung t li ch i vi cc cng ty hoc cho chnh c nhn mnh. H khng tn dng li th ca v tr ca h Boeing tm kim li ch c nhn. iu ny bao gm khng tham gia vo giao dch ni gin. H s lm theo tt c nhng hn ch v vic s dng v tit l thng tin. iu ny bao gm tt c cc yu cu sau y bo v thng tin my bay Boeing v m bo rng khng co thng tin c quyn c s dng v tit l ch theo u quyn ca ch s hu ca cc thng tin hoc c php lut cho php. H nhn thy rng giao dch ng n l nn tng cho tt c cc giao dch v tng tc ca chng ti. H s bo v tt c cc ti sn cng ty, khch hng v nh cung cp v s dng chng ch thch hp cho cng ty c ph duyt hot ng. Khng c ngoi l, h s tun th tt c cc lut, quy tc v quy nh. H s kp thi bo co bt c hnh vi bt hp php hoc phi o c qun l hoc c quan chc nng khc (v d, o c, php lut, an ninh, EEO).Mi nhn vin c trch nhim t cu hi, tm s hng dn v bo co nghi ng vi phm Quy Tc ng X ny. Tr a chng li nhn vin i v pha trc nng cao mi quan tm chnh hng s khng c dung th.5.2.2. Vn ha t chc.Mc tiu ca nhn vin ton cng ty l xy dng mt cng ng th gii tt hn.Cng ty Boeing cam kt thc y mt mi trng m tnh ton vn c coi trng v l nn tng cho mi quyt nh. Mi trng ny bao gm mt nn vn ha m trong giao tip ci m v trung thc c mong i v cc nhn vin tt c cc cp nh gi cao v hiu c tm quan trng ca th hin hnh vi o c cao.Mc d hnh vi o c c duy tr trong sut thng tin lin lc hng ngy v cc hot ng ca chng ti, cng ty tin hnh cc hot ng bt buc v ba cng vic gio dc hng nm nh li nhc nh v s cam kt ca Being vi o c v tiu chun o c kinh doanh ca Boeing. Hot ng hng nm bao gm Cam Kt o c, quy tc ng x v Thach thc ao c.Cc cam kt o c l s kin mt thi gian c ch nh cho ngi lao ng thu thp nh mt i recommit vi cc gi tr Boeing v tho lun v trch nhim c nhn, ng nghip v khch hng. Cam kt c dn dt bi gim c iu hnh cp cao v bao gm s khng nh vai tr lnh o v s tham gia tt c cc cp ca t chc.Boeing Quy tc ng x xc nhn xy ra hng nm. Nhn vin xc nhn mi nm mt ln rng h s tun th cc quy tc ng x, trong vch ra cc hnh vi o c kinh doanh cn thit ca ngi lao ng trong vic thc hin trch nhim cng ty ca h. C nhn xc nhn rng h s khng tham gia vo cc hnh vi hoc hot ng c th t cu hi nh s trung thc, khch quan ca cng ty, uy tn hoc gy bi ri cho cc cng ty, trong s nhng th khc. Vic o to Thach thc v ao c hng nm gio dc nhn vin v nhng tnh hung m h c th phi i mt trong kinh doanh hng ngy bng cch s dng cc kch bn trng hp c th. Ngi tham gia tr li cu hi v tnh hung kh x v o c;sau tm hiu l cu tr li tt nht v ti sao. o to ny, c thc hin bi cc nh qun l, thng c hon thnh trong mt nhm. Ch i ng nhn vinTi Boeing, tng th tt c nhn vin ca chng ti v gia nh l quan trng. Cng ty cung cp nhiu li ch c gi tr , cc chng trnh v cc cng c gip nhn vin v gia nh h qun l tt hn cc giai on khc nhau v pht trin ca cuc sngNhn thc c gi tr m nhn vin trn ton th gii mang n cho cc cng ty , Boeing phn u cung cp mt gi li ch cnh tranh cho tt c cc nhn vin. Mt s dch v c cung cp bao gm ( ph hp vi tng th trng quc gia v a phng , trn c s quc gia theo quc gia) chm sc sc khe , hu tr , cuc sng v bo him tn tt , hc tp v pht trin ngh nghipBoeing mong mun a khch hng n vi cng ty mnh v lm cho nhn vin mnh hiu khch hng, hng n khch hng nhiu hn. V Boeing thc hin iu bng "Working Together. We invited our customers and suppliers into the design process. We created teams to design and build a new airplane familych Working Together(Pht biu ca Phil Condit, 1998)Lm vic cng nhau. Chng ti mi cc khch hng v nh cung cp ca chng ti tham gia vo qu trnh thit k. Chng ti thnh lp mt i nhm thit k v xy dng mt gia nh my bay mi Vt tri v p ng khch hngKt lun: Tt c hot ng trn cho thy cng ty ang mun to s vt tri v p ng khch hng v vt tri v ci tin.

PHN 6: KT LUNTon cu ha gip cho nn kinh t ngy cng pht trin nhng i lin vi n l s cnh tranh gay gt gia cc i th trong cng mt th trng. tn ti v khng nh c v tr ca mnh, cc hng sn xut my bay ni chung v Boeing ni ring i theo nhng chin lc kinh doanh rt ring, c th. Trong hnh trnh t n s thnh cng , tht bi l iu khng th trnh khi. Qua , cc nh kinh doanh rt ra nhng bi hc kinh nghim cho bn thn trong cuc chy ua n ch thnh cng.